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selected natural plants and breeds with good disease resistance to specific local conditions. Currently, the plant varieties and cow genetic resources for Organic Vinamilk farm are selected very strictly, so they have a strong immune system, which adapts completely naturally to local conditions, thereby not being attacked by pathogens. pests and diseases and good growth. About the organization and operation of the Organic farm: • Applying crop rotation method – a prerequisite for efficient use of land resources. • The farm also makes the most of the available resources at the farm such as using organic manure from cows raised on the farm and producing all organic green food on the farm to serve the needs of the cows. . • The farm uses renewable energy biogas, solar energy, reduces greenhouse effect, is friendly and protects the environment. The waste system at the farm is strictly treated, keeping the environment clean. Vinamilk has received international standard organic dairy cows to Vietnam for Lam Dong farm. The herd of organic cows was transported to Vietnam by plane after going through a rigorous selection process by Vinamilks skilled and experienced experts, fully meeting international organic standards. The herd of organic dairy cows has to go through a lot of strict stages from the selection of cow breeds, care methods, 100% organic food sources to the living environment. . Conclusion Opportunity: Minimizing costs thanks to selfsupplied materials. Thanks to the investment right from the start, even if the weather is bad, the cows are still well taken care of Challenge: Always facing the risk of disease for the cows and natural disasters that can happen at any time 1. Overview of the external environment (SWOT) 1.1 Strengths Vinamilk milk brand with more than 40 years of establishment and development, increasingly asserting its position as the number 1 fresh milk brand in Vietnam, with fresh milk products that are not only trusted by domestic users but also by domestic consumers. export to the most demanding foreign markets. 6 Being the largest dairy enterprise in Vietnam with a market share of 37%, of which 45% market share in liquid milk market, 85% market share in condensed milk and yogurt. Therefore, Vinamilk has the ability to set the selling price in the domestic market. Vinamilk was voted by consumers as “Top 10 High Quality Vietnamese Goods” from 1995 to 2009. 1.2 Weakness Dependence on imported raw materials is one of Vinamilks weaknesses. When domestic raw materials only meet about 30% of production demand, 70% of supply and input material ratio depend on the milk supplydemand relationship of the world. 1.3 Chances The supply of raw materials is being supported by the government, imported materials have a reduced tax rate The number of potential customers is high and there is a great demand Competitors are gradually weakening and Vietnamese peoples thinking about using milk is gradually changing 1.4 Challenges Market entry of many strong competitors The first challenge to mention is the increasingly fierce competition with domestic and international dairy brands. Vietnamese consumers have more and more choices about dairy products when big brands such as Nestle, Dutch Lady, Abbott, etc. landed in Vietnam. Vietnam has many open door policies, cutting taxes on many products, including dairy products. Reduced tax on powdered milk from 20% to 18%, condensed milk from 30% to 25%. This is a great opportunity for foreign businesses to penetrate the Vietnamese market, opening up many choices for consumers. Unstable input materials Although investing in many dairy farms according to international standards, the companys main source of raw materials still has to be imported from abroad. Not to mention, dairy farmers are no longer interested in their current work due to low profits, being forced by buyers of raw dairy cows, causing a significant decrease in the domestic source of dairy materials. This forces Vinamilk to compete with many other companies that purchase intermediate dairy ingredients. 7 Customers: the export market has many risks, customers prefer to use foreign milk 90% of Vinamilks export profit comes from exporting to the Iraqi market. However, this is one of the most unstable regions in the world, so its export profit to this market is not as much as expected. On the other hand, Vinamilks main business product is fresh milk: food has a direct impact on consumers health, so the quality and nutritional content of the product is always what users care most about. The foreigner mentality of Vietnamese consumers, preferring to use portable foreign goods over domestic products is also one of the challenges of Vinamilk in particular as well as the domestic dairy industry in general. Understand the needs of customers when shopping for goods. Understand the business situation of competitors (is there a new product research project, what are the advantages of that product ...) Timing analysis (shopping season, competitor launch) The plan to launch new products into the market must be done at the right time. Do not choose to launch at the same time as competitors who are big players in that market. Therefore, the launch time must be reasonable, which is the basis for businesses to sell goods and increase profits. On the other hand, businesses also need to manage by a plan to prevent risks when competitors suddenly launch new products to the market; The best way is for businesses to be ahead of time, introducing products as soon as possible. If so, when a competitors products are born, the companys products have gained a solid foothold in the hearts of consumers. Make an impressive product launch program The launch program must be impressive, engraved in the customers mind. The advantages of the product need to be highlighted. To do so, during the ideation process, the organizer must fully grasp the necessary information. In addition, you need: 8 Choose the right venue and time for the event Activities during the event (speech, musical performance, product trial, ...) Use communication channels New products to the market will fail if they do not receive attention from customers. Therefore, the use of communication channels is an important strategy. Some useful communication channels include: Advertising on TV Liveshows, events Leaflets Facebook ads, Google ads… Email – marketing… However, a longterm plan is needed for these campaigns. Some will work right at the beginning. Some will come into play after the ceremony. Thus, to have an impressive plan to launch new products to the market requires the company to spend a lot of time and effort in each stage. 1. Solutions Set Your Goals The first step, as usual, is to define what you want to achieve with your marketing plan. Are you looking to increase brand awareness, improve your business brand image, strengthen your existing brand image, drive sales, open a new sales channel or increase traffic to your website? your web? Or perhaps youre looking to achieve a combination of all these goals and more? Having specific goals will effectively guide 9 the creation of your marketing plan, and the rest of your strategy should be formulated with these goals in mind. Define your target audience Next, you want to understand the audience you will be marketing to in order to create targeting strategies for your different consumer groups. Defining your target audience can be done in many ways but one common way is to create a personality profile. This involves creating a profile where you list all the relevant attributes of your ideal, imaginary customer. The information on the profile may include hisher age, location, likes, dislikes, personality traits, social media channels and other relevant behavioral patterns. This helps to personify your ideal customer and create more tailored marketing strategies that will work best. Create a message and a difference Depending on your created personality profile, you then want to create targeted messages to make your target audience want your products. When creating these messages, there are a few questions you may want to ask, including: What makes your new product different from competing products? What makes your new product different from other products offered by your brand? What emotional and functional benefits is your target audience looking for in your product? Define your advertising channels Depending on the price and nature of your product and the behavior patterns of your target audience, you need to identify channels or platforms to use in your 10 marketing plan. If your product is easier to market to influencer, you can choose platforms like Instagram and YouTube as your main focus area. On the other hand, if your product requires more trusted links, you may choose to focus on print media for more appearance. Create a media and advertising plan The final step of the marketing plan is detailing the specific steps and content that will be realized in your marketing efforts. This includes establishing the progress of your marketing plan, defining media formats, creating images and text to be posted and determining how often they will be posted, as well as finalizing the budget. book. An effective marketing process involves the participation and coordination of many types of personnel; These people may include designers, copywriters, marketing strategists, photographers, videographers or editors. The more specific and detailed your promotion and communication plan, the easier it will be to unify the contributions of all the different personnel into a unified and effective vision.
Họ tên: Đỗ Trần Minh Trang Mã Sinh viên: 19LK73402010075 Khóa/Lớp: K104 Niên chế : 2019-2022 STT: ID phịng thi: 712 045 0523 Ngày thi: 06 7/10/2021 Giờ thi: 13h30 BÀI THI MƠN: COMMUNICATION Hình thức thi: Bài tập lớn/Tiểu luận Mã đề thi: 01 Thời gian thi: 24h Contents Introduction Error! Bookmark not defined Theoretical framework Error! Bookmark not defined 2.1 Communication Error! Bookmark not defined 2.2 A communication process Error! Bookmark not defined Situation Analysis .Error! Bookmark not defined Solutions 10 Conclusion 12 References 12 A What is communication? How does a communication process happen? - Communication is the act of giving, receiving, and sharing information in other words, talking or writing, and listening or reading Good communicators listen carefully, speak or write clearly, and respect different opinions Strong communication skills can help kids interact both face-to-face and in the online world Texting, chatting, and posting responsibly depends on understanding how words and images affect others You can help kids develop their communication abilities by teaching them to use social media responsibly, modeling positive communication, and watching movies and TV shows that emphasize the value of healthy communication - Communication canbe thought of as a process or flow Communication problems occur when deviations or blockages disrupt that flow Introduction General introduction of Vinamilk milk company Vietnam Dairy Products Joint Stock Company (English name is Vietnam Dairy Products Joint Stock Company); other name: Vinamilk; is a company manufacturing and trading milk and dairy products as well as related machinery and equipment in Vietnam According to statistics of the United Nations Development Program, this is the 15th largest company in Vietnam in 2007.] Vinamilk is currently the leading enterprise of the dairy processing industry, accounting for more than 54.5% of the market share liquid milk, 40.6% market share of powdered milk, 33.9% market share of drinking yogurt, 84.5% market share of edible yogurt and 79.7% market share of condensed milk nationwide In addition to strong domestic distribution with a network of more than 220,000 sales points covering 63 provinces and cities, Vinamilk products are also exported to 43 countries around the world such as the US, France, Canada, Poland, Germany, and Japan After more than 40 years of launching to consumers, Vinamilk has built 14 production factories, logistics factories, branches of sales offices, and one factory milk in Cambodia (Angkormilk) and a representative office in Thailand In 2018, Vinamilk is one of the top 200 companies with revenue over billion USD in Asia Pacific Vinamilk offers more than 250 product categories with the following main categories: • Liquid milk: 100% fresh milk, pasteurized milk with added micronutrients, pasteurized milk, organic milk, cocoa barley drink with brands ADM GOLD, Flex, Super SuSu • Yogurt: eating yogurt, drinking yogurt with brands of SuSu, Probi, ProBeauty, Vinamilk Star, Love Yogurt, Greek, Yomilk • Milk powder: Dielac, Alpha, Pedia, Grow Plus, Optimum (Gold) baby formula, Ridielac nutritional powder, adult milk powder like Diecerna for diabetes treatment, SurePrevent, CalciumPro, Mama Gold, Organic Gold, Yoko • Condensed milk: Southern Star, Ong Tho and Fortune • Ice cream and cheese: Subo yoghurt ice cream, Delight ice cream, Twin Cows, Kem Kid, Ozé Cream Kid, Bow-Weared Cow cheese • Soy milk - beverage: Vfresh juice, Icy bottled water, GoldSoy soy milk Business situation of Vinamilk Dairy Company The main business activities of this company include processing, manufacturing and trading fresh milk, canned milk, powdered milk, nutritional powder, yogurt, condensed milk, soy milk, beverage and other products other dairy products Vinamilk's products are also exported to a number of countries such as Cambodia, the Philippines, Australia and some Middle Eastern countries Export revenue accounts for 13% of the company's total revenue.[5] In 2011, Vinamilk expanded production, shifting to the fruit and vegetable segment Not long after the new product segment, the product line achieved success with 25% market share in the retail channel at supermarkets In February 2012, the company expanded its production to children's juices Introduction of Vinamilk Organic Gold powdered milk - Using 100% imported ORGANIC milk powder with a light, cool taste, gentle for the immature digestive system of young children - Supports digestion, enhances absorption BB-12TM is an FDA-approved Probiotic* that effectively balances the intestinal microflora, supports the digestive system, and enhances nutrient absorption - Supports brain development - Supplement 100% DHA from pure marine algae, a natural & premium source of DHA, to help support brain development - Light and cool taste - With Organic milk powder ingredients, Vinamilk Organic Gold has a light, cool taste that helps children easily absorb nutrients II Situation analysis Analysis of the macro environment of the business (PEST) 1.1 Political ( Politics ) • - Tax policy on imported dairy products is relatively high and tends to increase in the future - Opportunities: Increase Vinamilk's competitiveness with imported milk brands - Challenges: Fierce competition with the domestic dairy market Policy of tax Conclusion: - Create opportunities to develop, expand production, upgrade and expand scale At the same time, getting closer in dominating the domestic dairy market, surpassing rivals and creating strengths when competing with foreign dairy products - Challenges: Fierce competition with domestic dairy enterprises 1.2 Economics - Inflation: In recent years, our country's inflation rate has decreased markedly and has always remained at a low level, always at approximately 7% - Income: The income level of consumers is increasing day by day Conclusion: - Opportunities: The dairy market is getting bigger and bigger, opening a way for TH True Milk - Challenges: The inflation rate is falling, the prices of other foods also follow the downward trend Along with that, the increased income of consumers means that their consumption choices are more diverse 1.3 Sociocultural - Children from 6-15 years old account for about 14.4% of the country's population However, TH's products are also aimed at many different age groups In which, children are suffering from many diseases such as obesity or related to excess protein and fat due to overuse of cow's milk According to statistics, it is more than 41% in Hanoi and 50% in Ho Chi Minh City These are alarming numbers => nut milk is a solution to help balance protein and fat as well as ensure a full supply of nutrients for children to develop comprehensively - Trend of "CLEAN" food + The situation "more chemicals than food" is increasing day by day Meanwhile, people's awareness is also getting higher and higher => Naturally, TH True Milk's motto "clean milk" quickly satisfied a large number of its customers - The melamine content in milk exceeds the permitted level of other companies, contaminated milk affects the health of consumers Challenges: Consumers will be wary of buying dairy products, potentially reducing TH's sales Opportunity: With its motto of clean milk, TH can quickly convince the most demanding customers, and at the same time put pressure on rival brands 1.4 Technological - Milk production technology is continuously updated and improved more strongly to serve the milk production process + Opportunities: modern technology will help increase productivity and quality of products, and at the same time contribute to a wider variety of TH's products such as yogurt, fermented drinking yogurt, etc + Challenges: new technology comes with high investment, competitors also boldly invest in machinery 1.5 Environmental - In Lam Dong province, Vinamilk officially inaugurated the first Europeanstandard organic dairy farm in Vietnam The farm has a total investment of more than 200 billion VND in Lam Dong, with an initial herd size of more than 500 heads and will continue to increase in the near future • Organic dairy farm Vinamilk absolutely does not use chemicals, synthetic pesticides, synthetic fertilizers, food additives as well as other supporting and stimulating substances • The farm also absolutely does not use genetically modified substances Organic milk from the farm is completely free of antibiotic residues and growth hormone Cows are also fed with 100% organic food • On organic farms cattle are raised freely, the barn system is open and fed with organic food With the design of Organic Vinamilk Farm, cows are completely free to choose for the pastures and playgrounds when the weather conditions are favorable However, when it is raining and hot, the cows can also freely return to the barn where it is equipped with a fully automatic cooling system, the mattress is as soft as a hotel to rest In addition to complying with international standards, during the construction process, Vinamilk's Organic dairy farm has researched and selected natural plants and breeds with good disease resistance to specific local conditions Currently, the plant varieties and cow genetic resources for Organic Vinamilk farm are selected very strictly, so they have a strong immune system, which adapts completely naturally to local conditions, thereby not being attacked by pathogens pests and diseases and good growth About the organization and operation of the Organic farm: • Applying crop rotation method – a prerequisite for efficient use of land resources • The farm also makes the most of the available resources at the farm such as using organic manure from cows raised on the farm and producing all organic green food on the farm to serve the needs of the cows • The farm uses renewable energy biogas, solar energy, reduces greenhouse effect, is friendly and protects the environment The waste system at the farm is strictly treated, keeping the environment clean - Vinamilk has received international standard organic dairy cows to Vietnam for Lam Dong farm The herd of organic cows was transported to Vietnam by plane after going through a rigorous selection process by Vinamilk's skilled and experienced experts, fully meeting international organic standards The herd of organic dairy cows has to go through a lot of strict stages from the selection of cow breeds, care methods, 100% organic food sources to the living environment - Conclusion - Opportunity: Minimizing costs thanks to self-supplied materials Thanks to the investment right from the start, even if the weather is bad, the cows are still well taken care of - Challenge: Always facing the risk of disease for the cows and natural disasters that can happen at any time Overview of the external environment (SWOT) 1.1 Strengths - Vinamilk milk brand with more than 40 years of establishment and development, increasingly asserting its position as the number fresh milk brand in Vietnam, with fresh milk products that are not only trusted by domestic users but also by domestic consumers export to the most demanding foreign markets 6 - Being the largest dairy enterprise in Vietnam with a market share of 37%, of which 45% market share in liquid milk market, 85% market share in condensed milk and yogurt Therefore, Vinamilk has the ability to set the selling price in the domestic market - Vinamilk was voted by consumers as “Top 10 High Quality Vietnamese Goods” from 1995 to 2009 1.2 Weakness - Dependence on imported raw materials is one of Vinamilk's weaknesses When domestic raw materials only meet about 30% of production demand, 70% of supply and input material ratio depend on the milk supply-demand relationship of the world 1.3 Chances The supply of raw materials is being supported by the government, imported materials have a reduced tax rate The number of potential customers is high and there is a great demand Competitors are gradually weakening and Vietnamese people's thinking about using milk is gradually changing 1.4 Challenges - Market entry of many strong competitors The first challenge to mention is the increasingly fierce competition with domestic and international dairy brands Vietnamese consumers have more and more choices about dairy products when big brands such as Nestle, Dutch Lady, Abbott, etc "landed" in Vietnam Vietnam has many "open door" policies, cutting taxes on many products, including dairy products Reduced tax on powdered milk from 20% to 18%, condensed milk from 30% to 25% This is a great opportunity for foreign businesses to penetrate the Vietnamese market, opening up many choices for consumers - Unstable input materials Although investing in many dairy farms according to international standards, the company's main source of raw materials still has to be imported from abroad Not to mention, dairy farmers are no longer interested in their current work due to low profits, being forced by buyers of raw dairy cows, causing a significant decrease in the domestic source of dairy materials This forces Vinamilk to compete with many other companies that purchase intermediate dairy ingredients 7 - Customers: the export market has many risks, customers prefer to use foreign milk 90% of Vinamilk's export profit comes from exporting to the Iraqi market However, this is one of the most unstable regions in the world, so its export profit to this market is not as much as expected On the other hand, Vinamilk's main business product is fresh milk: food has a direct impact on consumers' health, so the quality and nutritional content of the product is always what users care most about The "foreigner" mentality of Vietnamese consumers, preferring to use portable foreign goods over domestic products is also one of the challenges of Vinamilk in particular as well as the domestic dairy industry in general Understand the needs of customers when shopping for goods Understand the business situation of competitors (is there a new product research project, what are the advantages of that product ) Timing analysis (shopping season, competitor launch) The plan to launch new products into the market must be done at the right time Do not choose to launch at the same time as competitors who are big players in that market Therefore, the launch time must be reasonable, which is the basis for businesses to sell goods and increase profits On the other hand, businesses also need to manage by a plan to prevent risks when competitors suddenly launch new products to the market; The best way is for businesses to be ahead of time, introducing products as soon as possible If so, when a competitor's products are born, the company's products have gained a solid foothold in the hearts of consumers Make an impressive product launch program The launch program must be impressive, engraved in the customer's mind The advantages of the product need to be highlighted To so, during the ideation process, the organizer must fully grasp the necessary information In addition, you need: Choose the right venue and time for the event Activities during the event (speech, musical performance, product trial, ) Use communication channels New products to the market will fail if they not receive attention from customers Therefore, the use of communication channels is an important strategy Some useful communication channels include: Advertising on TV Liveshows, events Leaflets Facebook ads, Google ads… Email – marketing… However, a long-term plan is needed for these campaigns Some will work right at the beginning Some will come into play after the ceremony Thus, to have an impressive plan to launch new products to the market requires the company to spend a lot of time and effort in each stage Solutions Set Your Goals The first step, as usual, is to define what you want to achieve with your marketing plan Are you looking to increase brand awareness, improve your business' brand image, strengthen your existing brand image, drive sales, open a new sales channel or increase traffic to your website? your web? Or perhaps you're looking to achieve a combination of all these goals and more? Having specific goals will effectively guide the creation of your marketing plan, and the rest of your strategy should be formulated with these goals in mind Define your target audience Next, you want to understand the audience you will be marketing to in order to create targeting strategies for your different consumer groups Defining your target audience can be done in many ways - but one common way is to create a "personality profile" This involves creating a profile where you list all the relevant attributes of your ideal, imaginary customer The information on the profile may include his/her age, location, likes, dislikes, personality traits, social media channels and other relevant behavioral patterns This helps to personify your ideal customer and create more tailored marketing strategies that will work best Create a message and a difference Depending on your created 'personality profile', you then want to create targeted messages to make your target audience want your products When creating these messages, there are a few questions you may want to ask, including: What makes your new product different from competing products? What makes your new product different from other products offered by your brand? What emotional and functional benefits is your target audience looking for in your product? Define your advertising channels Depending on the price and nature of your product and the behavior patterns of your target audience, you need to identify channels or platforms to use in your 10 marketing plan If your product is easier to market to influencer, you can choose platforms like Instagram and YouTube as your main focus area On the other hand, if your product requires more trusted links, you may choose to focus on print media for more appearance Create a media and advertising plan The final step of the marketing plan is detailing the specific steps and content that will be realized in your marketing efforts This includes establishing the progress of your marketing plan, defining media formats, creating images and text to be posted and determining how often they will be posted, as well as finalizing the budget book An effective marketing process involves the participation and coordination of many types of personnel; These people may include designers, copywriters, marketing strategists, photographers, videographers or editors The more specific and detailed your promotion and communication plan, the easier it will be to unify the contributions of all the different personnel into a unified and effective vision Conclusion Successful and effective communication within an organization stems from the implementation of the communication process All members within an organization will improve their communication skills if they follow the communication process, and stay away from the different barriers It has been proven that individuals that understand the communication process will blossom into more effective communicators, and effective communicators have a greater opportunity for becoming a success References Cobley, Paul (2008-06-05), "Communication: Definitions and Concepts", in Donsbach, Wolfgang (ed.), The International Encyclopedia of Communication, Chichester, UK: John Wiley & Sons, Ltd, 11 pp wbiecc071, doi:10.1002/9781405186407.wbiecc071, ISBN 978-1-4051-8640-7, retrieved 2021-07-20 Harper, Douglas "communication" Online Etymology Dictionary Retrieved 2013-06-23 Peters, John Durham (1999) Speaking into the air : a history of the idea of communication Chicago: University of Chicago Press p ISBN 0-226-662764 OCLC 40452957 Burnett, M.J., & Dollar, A (1989) Business Communication: Strategies for Success Houston, Texas: Dane Ivancevich, J.M., Lorenzi, P., Skinner, S.J., & Crosby, P.B (1994) Management: Quality and Competitiveness Burr Ridge, IL: Irwin Gibson, J.W., & Hodgetts, R.M (1990) Business Communication: Skills and Strategies NY, NY: Harper & Row Conclude Rating The plan lists new exciting opportunities: ... to overuse of cow's milk According to statistics, it is more than 41% in Hanoi and 50% in Ho Chi Minh City These are alarming numbers => nut milk is a solution to help balance protein and fat