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MOC CHAU FRESH MILK PRODUCT DEVELOPMENT FOR THE ELDERLY I GENERAL INTRODUCTION Moc chau dairy cattle breeding joint stock company is under Vietnam National Livestock Corporation - Ministry of Agriculture and Rural Development, trade name: Moc Chau dairy cattle breeding JSC The main task is dairy farming, supply dairy breed, manufacturing and processing dairy products and animal feed production The purpose of Moc Chau dairy cattle breeding JSC is to satisfy the consumption of dairy products nationwide Every year the company has contributed hundreds of billions to the state budget Besides, they also contribute to addressing employment for local people and improve the lives of officers and employees Currently, the company owns a large branch in Hanoi and many others distributors, agents, facilities at multiple locations across the country According to 2007 figures, the company has chartered capital up to 17.1007 billion dong • In which state owns: 8.721 billion dong • Other Equity: 247.9 million dong • Employees shareholders' equity in the company : 8.1318 billion dong The company's main products: Pasteurized Milk Butter and Cream Page / 18 Sterilized Milk With the rapid and powerful development of dairy products in Vietnam market, the company has to compete directly in many strategic products such as fresh milk (pasteurized and sterilized product) for children, employees, the yogurt products Competitive pressures led the company to consider the special products, to provide more to potential customers, and the company has plans to develop and bring to market raw milk products served elderly subjects those are trending upward and increasing demand for dairy products rich in calcium and antiaging And this is the product that B04 team will focus on researching and launching the market II RESEARCHING AND DEVELOPING OF FRESH DAIRY PRODUCTS FOR THE ELDERLY Page / 18 Identify the target market and competing priorities: The current population of Vietnam has showed that the age structure of Vietnam has rapidly been changing: the proportion of all age groups has increased or decreased significantly In particular, the proportion of children in the group (0-4) years of age in 2007 reduced by a half compares with that in 1979 In contrast, in 20 years, the proportion of the age group from has increased twice: from 0.16% in 1979 to 0.38% in 1999 This signal has increased longevity and population aging trend is happening Table 1: Total population and population aged from 15 to 59 in Vietnam Target Total 1979 52,742 1989 64,375 1999 76,325 2007 85,1549 2020 99,003 (million) P15-59* (milli 26,63 34,76 44,58 55,38 64,543 on) Increasing 2,0 1,7 1,37 1,16 - rate P (%) Increasing 2,66 2,49 2,71 1,18 - population rate P15- (%) According to the report on population, our country has an aging population at close range 59 Elderly rate in 2007 was 9.45% The pace of aging in our country is faster than population growth and rising If in 10 years, from 1979 to 1989, the population increased by 20%, the elderly increased 25%, while in the period 1989-1999, the proportion was 18% and 33% (see table below) Year (1) 1979 1989 Number of people (Million people) (2) 53,74 64,41 Number of the elder (Million people ) (3) 3,71 4,64 The proportion of the elder (%) (4) = (3) : (2) 6,90 7,20 Page / 18 1999 2007 2020 76,32 85,1549 99,003 6,19 8,05 11,125 8,12 9,45 11,24 For the elder, the demand for milk is extremely large Milk is good for old people only to meet the daily nutritional supplements but also provide essential nutrients to help their body prevent diseases common in old age From the middle age, the demand for energy has reduced but the demand of nutrients such as protein, calcium, iron and vitamins still need to be ensured Regarding calcium, the calcium in the body is lost each year in both men and women are estimated at 0.3% -0.5% For women in the period before and after menopause (around 10 years), the amount of calcium lost more than men from 2% -5% per year So the supplement calcium need of women in this age group is higher than men (at least from 1000-1500mg per day) Meanwhile, although the daily needs of the body is not much, only about 1.2 mg But the rate of iron absorption should be at least 10% so the daily iron requirements foods have increased over 10 times, which is 10-20mg per day If the body is lack of iron can lead to deficiency anemia with symptoms such as lightheadedness primarily, dizziness, body fatigue, pale skin So, for this age food is low - fat but rich in other nutrients such as protein, calcium Low-fat milk is a food that can meet the requirements of little energy supply but much protein with high biological value and calcium After analyzing on customers and basic characteristics of milk that fit elderly subjects, the group has decided to make a development on fresh dairy products for the elder Prospect subjects of Moc Chau dairy cattle breeding company are people aged 40-60 who are living and working in the territory of Vietnam The company will invest a milk production line separately with high levels of iron and calcium that fits anti-aging for the elder Besides, the company will leverage the existing infrastructure of source materials including grass and cow number of companies and local people, transportation as well as distribution systems to save most costs So the system of production, distribution, procurement processes and marketing are presented in the following which will be applied not only to the company's new products, but also to the existing products Page / 18 Competitive priorities of the company: The Company will offer competitive priorities in the short term and long term consistent with the actual situation and the capacity Specifically, in the future, the company will build milk brand name for the elder with affordable, high quality and safety According to market analysts, there is no dairy enterprise that does research and develop fresh milk products for the elder, so the company's milk product is expected to change the market with no competitors In long term, the company will also participate in the dairy market for the elder, so the company's market share may be affected Prediction of the situation, the company will give priority in long-term competitiveness as follows: to maintain the milk price and quality, attention focused on sales and after-sale service to make customer satisfy with most of the company's products Distribution and service delivery will be investing heavily to approach each alley Make sure all the elder use the milk product of Moc Chau dairy cattle breeding company The company will also create messages for the elder: milk improves health and longevity Messages will create a generation of elderly milk and fresh milk Process and production capacity selection To meet the increasing demands of society for milk products, Moc Chau dairy cattle breeding company has applied advanced manufacturing processes in a modern and self-contained Many methods of processing, preserving life milk not aim metamorphic dairy products, while maintaining the nutritional ingredients to consumers In developing countries, a milk process may not be strange With closed technology and production line modern, Moc Chau dairy cattle breeding company is being produced by the process: Step BREEDING CATTLE Page / 18 MILK Step STORAGE Step Step TRANSPORTATION Page / 18 RAW MILK INSPECTION AND ANALYSIS Step Supplier - Dairy Farm - Dairy farming households Plant location selecting and building supply chain for the company: Mocchau dairy cattle breeding JSC Manufacturer 3.1 Plant location selecting Location of the factory, the services supply may affect the price advantage and the advantage of a distinguished company as well as the supply chain Therefore, Moc Chau dairy cattle breeding company will follow the principles when building the plant: The Northern The Middle - Distribution Ensure appropriate conditions for natural cattlearea operations - Located in the planned area of economic development - In addition, the plant is also built on large land area, suitable for the production of short and long term - Ensure linking with other developing regions 3.2 Supply chain building Distribution area Distribution area More than 15,000 retail store, Big C, Metro … The individual consumers, organizations, schools Page / 18 Page / 18 Extended supply chain model The last supplier Supplier Manufacturer Customer The last customer Service supplier 3.3 The members and the role of supply chain - Supplier Building long-term and sustainable development goals for providers in the country is strategic major objectives of Moc Chau dairy cattle breeding company to ensure the supply of raw materials is not only stable quality but also competitive price In addition to the dairy farm, the dairy farmers are the strategic partner of Moc Chau in providing consumers with the best products Milk is purchased from farms and farmers must always meet the quality standards which have been signed between the company and the dairy farms in the factory area - Distributor Extensive network distribution and sales is essential to the success of the operation, allowing Moc Chau dairy cattle breeding company have a large number of customers and ensure the introduction of new products and marketing strategies effectively across the country As of December 31, 2012, Moc Chau dairy cattle breeding JSC has sold its products through 120 Page / 18 distributors with over 14,000 outlets in all 34 provinces of the country The sales team of 787 experienced sales staff across the country supports the distributors to serve retailers and consumers better, and to promote their products The sales team is responsible for serving and supporting distribution operations and developing relationships with new distributors and retailers In addition, Moc Chau dairy cattle breeding JSC has organized promotional and marketing activities with local distributors to promote their products and brand building across the country Along with the distribution network in the country, the company currently is negotiating supply contracts with potential partners in other countries such as Thailand, Australia and the USA Moc Chau dairy cattle breeding JSC is one of a few food and beverage companies has sales system equipped with coolers, freezers The investment in coolers, freezers sales system is a great hedging against competitors to participate in the market of food and drink, because equipping coolers; freezers sales system requires a very large investment - Retailer With main distributions: Hanoi, Da Nang Since then Moc Chau dairy cattle breeding JSC delivered to their retailer system and customers As of December 31, 2012, Moc Chau dairy cattle breeding JSC sold its products through 120 distributors with over 14,000 outlets in all 34 provinces of the country The sales team of 787 experienced sales staff across the country to support the distributors to better serve retailers and consumers, and promote dairy products The sales team is responsible for serving and supporting distribution operations and developing relationships with new distributors and retailers In addition, Moc Chau dairy cattle breeding JSC has organized promotional marketing activities with local distributors to promote their products and brand building across the country Because of dense and covered retail systems Moc Chau milk products are delivered to end consumers Retailers system has an important role in the supply chain of the company - Customer Customers are an integral part of the supply chain Any supply chain must always have customers For Moc Chau dairy cattle breeding JSC, the business philosophy which is said Page 10 / 18 above is the role for corporate clients such as: "Moc Chau Milk is desired to become the most popular products in every region and leading territory So we remember that quality and creativity is a companion of Moc Chau milk Moc Chau dairy cattle breeding JSC considers customer the centre and commits to meet every needs of our customers" Synthetic plan / synthetic planning to produce milk for the elderly of Moc Chau dairy cattle breeding JSC is as follows: A Function • Develop plans and integrate production-oriented business development of the company Report and evaluate the targets implementation of the parts in the company • The secretary summarize task for General Director and Board of Directors • In relation to the companies' shareholders B Task • Providing general information on the business activities of the company to the Board of Manager and the Board of Director, in accordance with the Corporation • Reporting and evaluating the target performance for each department in the company • Monitoring and controlling the implementation of the targets which were approved by the General Assembly of Shareholders • Secretary, recording the minutes and make the content relevant to the briefings of the Company's Board of Directors • Providing information on the operations of the Company for the Company's shareholders (on the website or in the text) • Application of information technology in the field of operations departments in the company Updating information on the Website • Implementing programs and activities to promote and promoting the company's brand on the Internet, newspapers, magazines and other media Developing materials plan to prepare production A Materials plan building To ensure adequate supply of raw materials for the production of fresh milk gained particular elderly and dairy products in general, Moc Chau dairy cattle breeding JSC has built plants Page 11 / 18 and grassed areas in Moc Chau plateau This is the plateau of Son La province climates with cool summer temperatures average 20 º C and drier winter than in other regions, located at an altitude of 1050m above the sea level, with large area stretching approximately 80km, 25km wide with 1600ha pasture (see attached image) With an area of grass, the company can ensure food for dairy cows with large numbers In the production of milk and milk material the cow is very important factor to ensure adequate milk production necessary for the company plant Realizing that role, Moc Chau dairy cattle breeding JSC also entered large number of 200 dairy cows from Australia to ensure necessary milk quality and quantity to provide to the market This is one of the activities to actively source local raw milk, which helps companies improve quality, increase the localization rate of materials In the cow managed by the company, currently including pregnant cows and heifers which were transported by specialized agencies, are being escorted and followed by Australian experts in Moc Chau Milk farm The imported cattle will be isolated enough time to follow then be herd Experts and veterinarians will check daily for disease and bovine milk samples to monitor in accordance with the test The importation of 300 cows will help Moc Chau dairy cattle breeding JSC add more breeds for cow farm of the company, help the company more active in exploiting local raw milk and increase the localization rate of materials It is also important strategic objective and longterm direction to help Moc Chau Milk improve quality Demand for raw milk of Moc Chau dairy cattle breeding JSC is growing fast in recent years Serving this demand, on the one hand, the company has taken the initiative to invest in industrial-scale farms, on the other hand constantly strengthening and developing purchasing raw milk from farmer’s area It is expected in 2016, Moc Chau Milk’s farm can provide more than 50,000 tons of fresh milk to meet 40% of raw milk demand for its production Page 12 / 18 Besides, Moc Chau Milk has signed contracts with nearly 1,000 livestock farmers in Moc Chau and the surrounding area to sell Moc Chau’s milk Moc Chau’s milk procurement from farmers is now over 150 tons / day With this development, by 2016, the company is expected to purchase nearly 200 tons of raw milk per day from households The milk procurement meets the needs of about 60% of raw milk To learn more about milk procurement processes, please refer to the table below: Figure 3: Producing, transporting milk to the factory diagram Milk was placed Households: milking in the 10-30 per liter Check, Milk collection stations filtered, cooled Store milk in the temporarily tank Milk farm: Dairy milking by machine and cooling Milk was stored in the cold tank Moc Chau milk processing plant Besides, to ensure the high quality of raw milk, the company also has certification policy for cattle farmers in accordance with procedures and standards The company has provided over 500 households and the program are positive developments This activity helps to ensure the quality and safety of fresh milk, original guarantee Planning and scheduling of Moc Chau dairy cattle breeding JSC Page 13 / 18 It is a process of decision-making that plays a very important role in most activities, the manufacturing industry and services Technique is used in sales and production, in transportation and distribution, in information processing and communication The function of the degree in a company is to use mathematical techniques or some other quantitative methods for the fair distribution of limited resources for the job An appropriate allocation of resources will enable the company to achieve the desired optimum Resources may be the machinery in the workshop, the runway of the airport, workers at the construction site or the processing unit of the computing environment The task may be operated in the workshop, the time off or landing at an airport, the stages of a construction project or computer program which is executed corresponding resources Each task can have a priority, a time can start early and a separate due date The goal of this level can produce different types, such as minimizing the time to complete the minimum work or work late Operational plan - that is the job of producing a management group, a division of the company, or many parts of the company This task is not simple at all, people who not only manage to complete his work, but also control the workload of workers as well as coordination chemistry with the other parts of the company You have tried hard, frequent overtime, but the final orders have been "late" Is there any way for you to lead the order and support others people to have "achieve"? Based on the general plan and the resources of raw materials and human resources to assume available technological lines, human resources as well as other inputs were responsive (stages before the transmission has been operating here as well as the stage of raw material, the collection ) Working here is only moderate in the planning framework processing line With a capacity of 160 tons per day with 75% line capacity of tons per hour relative duping operate 20 hours per day and remains hours for the rinsing, cleaning and maintenance Through integrated application of schemes such as the Gantt chart, assigning the problem and the work of the cyclical companies that offer the specific degree: Production plan chart: Page 14 / 18 Mont h Numbe r of date in month Pasteurized milk plus sugar calcium Number of production day in month Pasteurized milk plus non sugar calcium Number of production case in month 31 15 45 10 30 28 16 48 12 36 31 19 56 12 36 30 16 48 14 42 31 15 45 16 48 30 17 51 13 39 31 16 48 15 45 30 14 42 16 48 30 24 21 10 31 15 45 16 48 11 30 15 45 15 45 12 31 16 48 15 45 Directly labor force No 10 11 12 Task Driver, car accessories purchased materials Receiving materials, centrifuge refrigerated Pasteurized Mixing UTH sterilization Pouring Finish Team leader Group leader Cip Coal burning Wastewater 1 1 1 Number of Number of people per people per shift day 3 15 3 3 Page 15 / 18 13 14 15 Water supply Substation Transportation of finished products to the warehouse 16 Cool storage 17 Statistics 18 QA 19 Storekeeper 20 Product storage 21 Maintenance 22 Security Total of people Such a shift must have at least 43 employees to complete the task 3 6 12 12 113 With the holiday for workers, HR department will base on the cycle method to allocate their workers properly Building quality management plan In goods and services production, it is said that product quality is the scrumptious product or service, gain qualifications of areas or worldwide and meet the expectations of customers with acceptable cost If the production process is not consistent with the cost price, the customer will not accept its value It means the price is higher than the price that customers have to spend in exchange for the properties of the product On that basis, the same basis for the social reality in order to meet quality standards for company products, Moc Chau dairy cattle breeding JSC decides to choose ISOO-9000 system ISOO_9000 system is the standard procedure which is regarded as a new technology to help manage a business organization to create high-quality products to satisfy customer benefits The adoption of this standard brings benefits: - In the immediate future: Improving image in the eyes of customers and other enterprises - Medium Term - The quickly and effectively will be enhanced internally as well as with external relations - Long-term: improve efficiency, increase profits for the company In this section, the company focuses on quality management system include: - Quality policy: overall intentions and direction related to quality management will be announced - Quality target: All that company is looking for or targeting issues related to quality Page 16 / 18 - Quality management: coordinated activities to direct and control the quality Specifically: - Quality Planning: Focus on setting quality objectives, and regulations of the necessary business processes and related resources to implement those - Quality control: The activity focuses on the implementation of quality requirements - Quality Assurance: The activities aimed at providing confidence that quality requirements are taken seriously - Quality Improved: Working to improve the responsiveness, the ability to perform the required quality - Continuous improvement: The repetitive activities to enhance the ability to meet the quality requirements In summary, to integrate into the world market, the enterprises must have language in common each other and ISO9000 is such language ISO9000 is not only a standard of product quality, but also a quality management system applies to the unit to improve governance accordingly, thereby ensuring the implementation commitment to quality products and service to customers Page 17 / 18 REFERENCES Russell, Taylor Operations Management Prince-Hall International Inc., US General of Population - Family Planning Population Information Center Results of the population Survey - family planning in 2007 Hanoi, 2008 Committee for Population, Family and Children Forecast of Vietnamese population, family and Children in 2025 Ha Noi, 6-2006 Is there anything new in the structure of the Vietnamese population? Prof Nguyen Dinh Just - Institute of Population and Social Issues, National Economics University, 30/12/2008 http://thongtinphapluatdansu.edu.vn/2008/12/30/2161/ Choose age-appropriate formula http://www.camnanglamdep.vn/News/Detail/73 Moc Chau dairy cattle breeding JSC., http://www.Moc Chaumilk.com/ Page 18 / 18 ... the USA Moc Chau dairy cattle breeding JSC is one of a few food and beverage companies has sales system equipped with coolers, freezers The investment in coolers, freezers sales system is a great... overtime, but the final orders have been "late" Is there any way for you to lead the order and support others people to have "achieve"? Based on the general plan and the resources of raw materials... Improved: Working to improve the responsiveness, the ability to perform the required quality - Continuous improvement: The repetitive activities to enhance the ability to meet the quality requirements