Bài báo cáo chiến lược marketing th true milk chi tiết đầy đủ. Starbucks main expectation from partners is to multitask with the commitment of understanding and involvement of every single work position delegated. Partners, in this case, end up becoming inefficient due to them not being trained to execute the multitasking policy that’s being emphasized.
HANOI UNIVERSITY FACULTY OF MANAGEMENT AND TOURISM ************* PRINCIPLE OF MARKETING RESEARCH PAPER ON TH TRUE MILK Group members Student ID Khuat Thi Hai Yen 1906090115 Ho Thi Quynh 1906090091 Phung Thi Hanh 1906090033 Group name: 3000 Tutorial class: Tutor’s name: Mrs Nguyen Phuong Lien Word count: 5286 Ha Noi, May 5th 2021 TABLE OF CONTENTS I Executive summary II Company Introduction III Current marketing situation 4Ps review Internal environment 2.1 History 2.2 Sale figure 2.3 Internal staff system External environment 3.1 Micro environment 3.1.1 The supplier 3.1.2 The competitor 10 3.1.3 The intermediaries 11 3.1.4 Customers 12 3.2 Macro environment 12 3.2.1 Demographic 12 3.2.2 Economic 14 3.2.3 Political / Legal 14 3.2.4 Technological 14 3.2.5 Cultural 15 3.2.6 Natural 15 IV SWOT analysis 15 Strengths 15 Weaknesses 17 Opportunities 18 2|Page Threats 18 V Main Issues 19 VI Marketing Objectives 19 VII Marketing Strategies 20 Product 20 Price 20 Place 21 Promotion 21 VIII Action program 22 IX Illustrations for our proposed action program 24 REFERENCES 26 3|Page TH TRUE MILK I Executive summary TH true milk has been a very popular brand to Vietnamese consumers Having been in Vietnam for 12 years, TH true milk has its achievements as a successful brand with a variety of products In this research paper, we will discuss five main problems: current marketing situation including 4Ps review, macro, and microenvironment Basing on that, we will analyze the SWOT of the company and point out its main issues After that, we set marketing objectives and create marketing strategies to achieve our above aims and solve the above problems We will make the strategies more detailed by an action program In addition, we also attach an illustration which is a demo poster for our action program II Company Introduction TH group was established in 2008 The meaning of TH's name was explained by the company as True Happiness The founder and also the chairman of TH Company is Ms Thai Huong who was ranked at the top 50 most powerful businesswomen in Asia Ms Huong is the leader and driver of TH Dairy Products Joint Stock Company to achieve today's successes TH Group is a patriotic business group Their mission and vision are that they put the group's interests in the common interests of the nation and not looking for ways to maximize profits but to rationalize benefits They believe that human is the subject of society and also the decisive resource for the development of the country To make a country stronger and richer, we need to concentrate on the improvement of people Therefore, the development of the physical strength, mind, and soul of a human is very important The prerequisite for this development is 4|Page not only essential nutrients but also a sustainable health care regime Investing in physical and mental development is investing in the development of the ethnic race TH Group is proud to be the first company that laid the first brick to lay the foundation for Vietnam's fresh milk industry with the signature product – TH true milk With 12 years of development, TH True Milk has increasingly proved its superiority in the Vietnamese dairy segment The company has introduced to the market more than 70 products based on fresh milk The company always aims for the way to be clean fresh milk products, clean food, and clean beverages III Current marketing situation 4Ps review Product: diversified • Successful with fresh milk products, and they have also expanded production of more products to expand its own market • Provides a number of types including pasteurized milk and pasteurized fresh milk • Two types of fresh milk have different flavors such as strawberry , chocolate , ect and are divided into three categories: whole fresh milk, low-sugar fresh milk and sweetened fresh milk Place: • The milk is distributed to TH Stores, TH retail outlet and TH True Marts in best conditions • TH True Milk constructs a multichannel distribution system consisting of direct and indirect channels in order to expand its sale and market coverage o For direct distribution systems: TH have options for their customer, purchasing the TH product directly at their store called TH True Mart or ordering online with delivery services through the Online Channel TH True Mart o For indirect distribution system: TH distribute their product through intermediaries: groceries or supermarkets 5|Page Price: this brand positioned itself as a high-end product line, choosing the highest price strategy to focus on the psychology of the relationship between price and quality In different distribution channels, the price difference of TH is still significantly higher than that of other brands Promotion: • Advertising channels: o TH's main communication activities include: TVC regularly appears on channels VTV3, VTV1, VTV6, HTV7, SCTV2, etc with the message throughout the essence of nature, clean production process, modern 6|Page o Newspapers targeting women who are businessmen such as Woman Newspaper, Tuoi Tre Newspaper, New Hanoi Newspaper, Sai Gon Entrepreneur Newspaper,etc o Banners, outdoor signs, etc were also used • Public relations: TH's PR activities are associated with social benefits, community development (luc lac vang) and children's development (school milk), building a brand that sticks with the public Besides, Th True Milk can sponsor influential programs such as : the chance to change your life (cơ hội đổi đời) and beauty contests (miss universe vietnam), etc Internal environment 2.1 History 2.2 Sale figure TH true MILK is honored as the fastest growing brand in the Top 10 for its diversified product range, which meets many different needs of people, thanks to a solid 20 percent growth in CRP in Rural Vietnam TH True Juice, TH True Wine, TH True Rice, TH True Nut, and others… Despite entering the dairy market after, TH True Milk has also established itself a fairly firm foothold on the Vietnamese milk map Market share is about 11% in urban areas and about 5% in rural areas Although holding a small market share because of joining later, TH is gradually asserting itself and promising to explode in the future 7|Page 2.3 Internal staff system 8|Page TH is a company that is organized functional structural There are specialized parts to deal with individual problems The functional structure, which departmentalizes an organization based on common job functions, is one of the most common types of organizational structures used by TH true milk This functional structure organization helps TH true milk employees to specialize and is easily flexible as the company grows Putting employees in skill-based departments will still encourage them to dig deep into their field and find out what they're good at, even though this system is mechanistic, which has the potential to stifle an employee's development However, this structure is mechanistic, which can stifle an employee's development as compared to a Flat-Structured organization, which can still enable employees to dig deep into their field and discover what they're good at by placing them in skill-based departments External environment 3.1 Micro environment 3.1.1 The supplier Supplying raw materials for fresh milk, TH true milk has built a closed farming system which is supplied to its dairy processing factory at Nghĩa Đàn - Nghệ An Cow breed: 9|Page Th's cows are imported from the world-famous dairy farming countries like New Zealand to ensure the best milk production At the same time, to ensure future breeding work, Th imported calves from countries such as America, Australia, and Canada Farm: TH’s farm applies the most advanced livestock farm standards and specifications in the world Packaging: Previously, Th used the packaging of tetra pack (hydroponic) - the number supplier of UHT packaging in the world Because of the increase in consumer demand, Th has ordered more packaging from Combibloc from SIG (Germany) - which is also one of the leading packaging and technology providers Both of these packagings are products of TH true milk, with the same quality, volume, price, information content, and images But the shape and size of them may differ because they are made on other production machines and the packaging specifications are not the same But they are all genuine products 3.1.2 The competitor The organic race: Vinamilk, Vietnam’s leading dairy producer, currently operates a network of over 220,000 retail outlets nationwide, while their products are sold at 100 percent of supermarkets and convenience stores in the country TH True Milk is also catching up in the organic race by unveiling its first organic cow farm in north-central Nghe An Province earlier this year (2017) Smaller dairy brands trying to enter the infantile organic market are importing ready-made products from foreign producers U.S.-headquartered Abbott Laboratories last year reported VND10 trillion ($440.53 million) in revenue from the Vietnamese market alone, an increase of over VND2 trillion ($88.11 million) from the previous year FrieslandCampina, which owns Dutch Lady and Frisco, featured a photo of a Vietnamese woman checking its products on her smartphone in its 2016 annual report, signifying the growing importance of the Vietnamese market in the company’s global business The running-in building raw material areas 10 | P a g e order form is that customers just place an order on the internet, the order is sent to the operator center, the staff will then check the customer information entered and call to confirm the customer's order the product has been successfully ordered Then choose the nearest TH true Mart distribution center or TH true Mart to deliver the order to that place and deliver to the customer within 48 hours with free shipping Indirect distribution is the method that is commonly applied because it can reach customers quickly, and bring big sales for the company With TH True milk, the indirect distribution channel includes the primary channel and the secondary channel Level is the process of moving goods from manufacturers to retail stores such as groceries, supermarkets, convenience stores, (TH truemart, vinmart ) and to the end consumer; and level is the goods going from TH's manufacturer to the agent, then to the above retail points and finally to the consumer (bigc, coopmac…) TH true Milk is a latecomer but has the determination to attack the competitive dairy market The systematic and differentiated distribution system is the tool that helps TH compete with big names in the industry Although approaching the market not long ago, TH true Milk has been considered as a major competitor of Vinamilk and contributes to enriching the choice of Vietnamese consumers 3.1.4 Customers Milk is one of the essential products that provide energy, vitamins, and many other essential micronutrients so it is suitable for each audience Therefore, the target audience that TH True Milk targets is relatively wide, with the main focus age from 15 to 35 years old Focus more on those who live in large cities and densely populated areas that are dynamic, modern, and concerned about the health of themselves and their families 3.2 Macro environment 3.2.1 Demographic Population issues have had certain effects on the milk production and development of the TH true milk group The population is increasing day by day, therefore; the demand is also increasingly diverse with age Besides, there are also issues such as population density is increasing and the tendency to aging These problems have created an opportunity for TH true milk to develop dairy products, namely develop more diversified products, expand production and distribution in the market However, it also has the challenges that TH faces, which are There are many competitors in the dairy industry for children and the elderly 12 | P a g e 13 | P a g e 3.2.2 Economic The Covid-19 pandemic had significant effects on the economy of the country in general and TH true milk in particular While other countries have low or even negative economic growth rates, Vietnam is in the group of countries with the highest economic growth in the world in 2020, but with GDP growth of 2.91% And according to the General Statistics Office: "The average CPI in 2020 will increase by 3.23% compared to that in 2019, reaching the target set by the National Assembly of less than 4%" This statistic shows that our country's economy is developing and will have a positive impact on the development of Vietnam's dairy industry - TH true milk 3.2.3 Political / Legal Vietnam currently follows a socialist regime, has a stable political environment, and the legal system is increasingly improved, creating conditions for business enterprises, including TH true MILK According to Decree 31/2012 / ND-CP, the general minimum wage made from May 1, 2012 is 1,050,000 VND / month This decree takes effect from June 1, 2012 Thus, the increase in wages of employees will make the purchasing power of the country somewhat increase, but it also makes TH true MILK have to increase spending fees due to an increase in the salary fund In addition, Decree 3399 / QD-BCT approves the planning for the development of Vietnam's milk processing industry to 2020 with a vision to 2025 This decree facilitates such as reducing raw material expenditure from which the company expands The farm raises cows, creating a large source of raw materials increase competitiveness, proactively integrate with the region The tax policy on imported dairy products will continue to increase in the future, this is also an opportunity to increase the competitiveness of TH true milk over imported milk products Large enterprises mainly focus on breeders, technical translation and product consumption Household raising households focus on dairy cows and exploit milk 3.2.4 Technological Capture the importance of applying modern technology in production that TH TRUE MILK's investment projects focus on applying high technology to rural agriculture, bringing the most modern terminal technology in the world, come to Vietnam to contribute to the sustainable development of the nation and the people The farm is invested synchronously in technology as well as human resources, dairy cows imported from famous countries, Israel breeding technology and applied advanced milk processing technologies in the world 14 | P a g e 3.2.5 Cultural The cultural level is increasingly improved, along with the speed of urbanization, capturing the tastes of customers towards clean food - "clean milk" is the brand that themilk has affirmed right from the first day of establishment People also increasingly pay attention to nutrition, drinking milk is becoming a habit and becoming very popular for many ages and especially children "In 2020, sales of dairy products in Vietnam will reach VND 64.4 trillion, up 10.3% from the previous year Forecast sales of milk and dairy products in Vietnam is expected to maintain at 7-8% / year in the period of 2021 - 2025, reaching a total value of about 93.8 trillion VND by 2025 According to statistics from the General Statistics Office “liquid milk production in 2019 reached more than million liters, an increase of 8.32% compared to 2018." 3.2.6 Natural NGHIA DAN (Nghe An): has a harsh climate, is influenced by the West wind (windpipe), dry and hot, so droughts are often in May-July, the temperature can exceed 40oC and the humidity drops below 30% It is affected by storms and frequent heavy rains and floods Tk true milk with grass hills is a large ingredient used as food for dairy cows, grass is watered with So River water, and fertilized with organic fertilizers Thanks to self-sufficient raw materials, TH TRUE MILK minimizes costs In addition, due to the right investment from the beginning, when facing inclement weather, the cows are still well cared for However, there are still challenges that are diseases that are at risk for TH cows and natural disasters that can occur that cannot be predicted IV SWOT analysis General goal: TH true milk aims to become the leading manufacturer of Vietnam in dairy food using totally natural sources Their slogans throughout the development process are "truly nature" and "nature's essence - the truth in every drop of fresh milk" Strengths TH true milk successfully reached their present position due to the firm’s well-invested foundation, including: • Stable capital from North Asia Commercial Joint Stock Bank • The largest-scale, most advanced factories and farmhouses in ASEAN • Synchronized production process, from mass farming to wide distribution 15 | P a g e TH group also invest in transferring technological quintessence from leading countries in the field of agriculture, typically Israel Furthemore, in their upcoming projects, TH has been absorbing leading technology from other advanced countries such as Germany, America, Netherlands, etc Many of TH’s projects have contributed to the community benefits: • Establishing hi-tech farms and factories provided more employment for locals and improved farm land’s efficiency • TH’s proposal to the Vietnam Government on regulating and standardizing different types of milk promoted a healthier milk market • Through children oriented campaigns, namely “Ly sữa học đường” and “Vì tầm vóc Việt”, TH has donated millions glasses of milk annually, sponsored education in poor regions and established propagandas emphasizing their vision of nurturing Vietnamese children 16 | P a g e While environment is becoming one of the big concerns for everyone, TH group pay attention to protect natural habitat With the operating motto "Please cherish Mother Nature, she will give everything to yourself" and the vision of becoming a environmentally friendly and sustainable development business, TH Group (owns TH true MILK) not only pioneered in clean fresh milk and organic agriculture, high-tech agriculture, but now has become a leading enterprise in finding and applying materials for friendly consumption by using renewable biomaterials Many plans were carried out such as TH’s canvas bag, shrink film bottle cap, stoping using nylon bag in TH true marts, eliminating plastic yogurt spoons and straws, etc During the COVID-19, TH has done many voluntary events such as: • 7200 TH provided for Hai Duong province during the outbreak of pandemic • TH Group donates 24,000 glasses of fruit juice to Hanoi Health Department Weaknesses Clearly defining the "clean" and "real" characteristics when building the brand, TH chooses a high-end price as a ticket to ensure the trust of consumers "money" In different distribution channels, the price difference of TH is still significantly higher than that of other brands Since entrance, the prices of TH true milk’s products have always been higher than those of respective products from most other local brands 17 | P a g e This creates a great disadvantage for TH in the competitive domestic dairy market, especially compared to Vinamilk which is the largest dairy producer in Vietnam Especially, the high cost is also an obstacle for TH True Milk when it reaches the middle and low income classes which make up the majority of the total population in Vietnam No one can deny the thriving dairy market in Vietnam, with a large number of products on sale in every small to large supermarkets or stores This leads to a trend of consumers not distinguishing types of milk due to a lack of knowledge about product information and confusing packaging design TH True Milk is also one of the numerous domestic dairy brands Therefore, this keeps TH True Milk in the state of having to find new customer approaches or brand identity campaigns in the course of its business Opportunities One of TH True Milk's biggest opportunities lies in its focus on consumer health in recent years Following that trend, one of True Milk's extremely popular products is the brand's line of organic dairy products Organic milk has an estimated 200% increase in global sales by 2025 And in Vietnam, organic dairy products are still largely imported from overseas branch organic farms Therefore, there is a potential demand for the organic milk market in Vietnam and TH True Milk is pushing its strategy into this emerging market and has taken many important strides Taking their first step in 2015, TH true milk has successfully achieved a qualified organic production chain The launching of TH true milk Organic (August 17, 2017) has finally represented TH true milk’s leading position in the organic fresh milk field of Vietnam TH true milk’s increasing recognition provided the firm with opportunities to develop in local and global markets Nationwide, TH has gained constant approval from Vietnam Government during their years of operation Several awards were granted for safety in production model and healthiness in products In 2016, the firm was honored by Vietnam Organic Agriculture Association for their contribution to developing organic products TH True Milk's increasing brand recognition and quality have given the company the opportunity to thrive in domestic and global markets In 2017, the firm announced their plans to invest 2.7 billion USD in developing large-scale farms and production projects in Russia – a potential market for fresh milk Threats 18 | P a g e Competition: Vietnamese now cares a lot about health so there is no surprise if nutritious beverage market in Vietnam expands with many companies That is the reason why MILO has a lot of competitors such as Ovaltine (Frieslandcampina), KUN (IDP), Nuvi (NutiFood), The competitors also compete with aggressive marketing tactics like Ovaltine’s advertising quote “ Don’t need to be a champion, Just you like” against “ Champion is made from MILO” of MILO V Main Issues Although entering the market later than many other brands, TH, with its big efforts, has gained a certain foothold in the dairy industry However, based on the SWOT analysis above, it can be infered that the product of TH has a higher price than others, which can be an issue for TH group when Vietnam is still a developing country and most of cosumers are in middle or lower class Producing high-quality organic milk requires modern technology, high cost of production, large inputs so the price of outputs cannot be low Moreover, TH’s aim is to make customers choose and believe that what they get will worth the money they pay for Some customers decide to trust TH, but others not Buyers can easily switch to other cheaper brands like Vinamilk which is also a well-known milk brand in Vietnam with quite high quality To attract more customers and capture their values, TH should understand more about what they need and what they want so that TH can provide more additional value for customers Another problem is that the milk market now is too diversified Many buyers purchase things based on their habit and not pay attention to the brand name Therefore, it can be a challenge for TH to build a strong brand image to make consumers recognize their products among a hundred of labels VI Marketing Objectives The core values of TH true milk right from the very beginning are "for true happiness" and for "public health" To reinforce as well as assert and achieve that, TH True Milk's marketing strategies should focus on these two core values With "true happiness", TH needs more campaigns for the community Specifically, investing in building a fund for children to give studious students overcoming difficulties in life; building schools in remote areas to create conditions for more children to go to school; organizing Vietnamese Dairy Festivals that provide a free amount of milk to children to create opportunities to find new customers This is a business strategy that hits the psychology of customers related to the promotion in 4Ps 19 | P a g e With "public health", TH true milk always keeps the phrase "fresh milk stream" and "really natural" associated with its name So having strategies to promote and raise people’s awareness about it is extremely necessary There should be advertisements about the milk production process and broadcast on central television stations such as VTV1, VTV3, VTV6, etc In addition, there is public disclosure of certificates of origin, certification of the fresh milk production process, hygiene certification, etc right on the website of TH true milk This will help consumers to better understand the brand This is one of the marketing strategies related to products in 4Ps These campaigns all take a long time about to months, from concept creation, content development to content implementation But it will bring a very good effect, expanding the business market of TH True Milk These strategies should be implemented when the market is saturated, the competition between TH true milk and other fresh milk brands such as Vinamilk or Dutch Lady is slowing down, the implementation of this business strategy will help customers remind about TH true milk VII Marketing Strategies Product Design and packaging: TH true milk's package is quite simple, for TH's target customer is kids and adults Therefore, packaging can be designed with images and colors that are diverse and attractive to interests of many ages Price To solve the price problem of TH is to focus on building their trust target customers with who are urban women with active, modern lifestyles, interested in health issues TH has partly 20 | P a g e changed consumers' thinking: drinking milk is not a luxury, it is a way to protect their own health and happiness In addition, TH true milk can optimize the cost of input such as from an imported breed that can be produced from a similar cow, cow's feed, etc., which can reduce production costs in order to invest for other parts Place TH true milk has been very flexible when applying all the tactics of distribution channels like direct distribution systems (TH True Mart and Online Channel TH True Mart) and indirect distribution system (groceries or supermarket - bigc, vinmart,etc.) and achieving certain success In addition, e-commerce is developing rapidly therefore TH can cooperate with e-commerce sites such as: tiki, shoppee, lazada, sendo,etc in order to diversify distribution channels and customers can approach the information and discount about the product, which can encourage customers to concern and make decision purchasing products Promotion Due to the diversified milk market, customers not care too much about the brand, TH true milk needs to focus not only on the image but also on quality so that customers can realize the value of customers when using brand's product Besides, TH will analyze more clearly the buying behavior of customers to have effective brand promotion campaigns to customers Public relations: TH's PR activities are associated with social benefits, community development and children's development can collaborate with key opinion leaders who have 21 | P a g e influence on the community that will help TH deliver its image to a large customer Besides, Th True Milk can sponsor influential programs such as : the chance to change your life (cơ hội đổi đời) and beauty contests (miss universe vietnam), etc Sale promotion: TH can create activities such as trial, price promotion, combo, gift, etc (buy bottles bonus 1bottle free) It will attract and persuade customer purchase products Advertising on the Internet: • Facebook: TH's page on facebook has achieved a certain amount of likes, but compared to the number of customers consuming the product, the number of likes is a bit low TH can promote fanpage with more density to reach more customers who know the company's products The page's response is quite fast when chatting with customers, but for customers to learn about the product, instead of the customer asking a question and the answer page, the customer will have to answer many questions from the new page provided information they want This is time consuming for the customer and will even make it inconvenient for them • Youtube: TH has a YouTube advertising strategy but the frequency is not much, therefore; TH can place more ads on youtube and videos with high engagement of youtubers • Tiktok : It is a place that receives high engagement of young people - target customers, so TH can create ads on tiktok to attract the attention of the online community and promote the brand more widely VIII Action program To achieve these above objectives and solve these issues, TH company must consider many important factors and evaluate each suitable alternative before coming to the final decisions Below is just the action plan about marketing strategy on special events in a year and their cost, not including other types of cost of production Month Activities Budget Give 5000 TH true milk bottles for students in a northern 9/2021 mountainous area in Vietnam on opening ceremony (students in a difficult situation) 22 | P a g e 40 000 000 VND Release new packaging for the products with decoration 20 000 000 VND relating to Mid-Autumn festivals with limited quantity Broadcast a video advertisement (3 minutes) which main 10/2021 content is to honor women and their contributions and 300 000 000 VND advertise on the TV channel and youtube from day 18 to 21 Launch special and limited gift boxes with packaging 11/2021 relating to school and teachers Advertise these new gifts on TV and social media 12/2021 Organize countdown program in Hà Nội (self-organize) Design envelopes for lucky money and attach them to each batch of milk 1/2022 100 000 000 VND 100 000 000 VND 1.000.000.000 VND 50 000 000 VND Buy batch get bootle free Scratch cards to win prizes 150 000 000 VND Sponsor one singer to make music video relating to Tet holiday 2/2022 Promote advertisements on social network and TV channels Sponsor event on 8/3 3/2022 100 000 000 VND 50 000 000 VND 70 000 000 VND Banners or posters in buildings or malls Give vouchers 50 000 000 VND New poster on social network 10 000 000 VND 4/2022 23 | P a g e 5/2022 Sponsor and give scholarships for excellent students 300 000 000 VND Sponsor for TV programs about Children’s day 6/ 2022 100 000 000 VND Discount or free for poor children 7/2022 8/2022 Promote advertisements on TV and social networks Launch back-to-school gifts include: notebooks, pencils, rulers, stickers, etc with limited numbers Total IX 50 000 000 VND 150 000 000 VND 640 000 000 VND Illustrations for our proposed action program New packaging for the products with decoration relating to Mid-Autumn festivals Banners or posters in buildings, mall or on social network 24 | P a g e Special and limited gift boxes with packaging relating to school and teachers 25 | P a g e REFERENCES https://thtruemilk.weebly.com/the-opportunity target.html https://agritrop.cirad.fr/579403/1/Report%20visit%20to%20TH%20mega-farm%20VF2.pdf https://www.dichvusieuthi.com/2019/11/he-thong-phan-phoi-sua-th-true-milk.html https://prezi.com/h20ps_pmpxwe/phan-tich-moi-truong-vi-mo-cong-ty-co-phan-sua-th/ https://nongnghiep.vn/tieu-thu-sua-o-viet-nam-van-o-muc-kha-thapd283980.html#:~:text=n%C4%83m%20kh%E1%BB%9Fi%20s%E1%BA%AFc,Ti%C3%AAu%20th%E1%BB%A5%20s%E1%BB%AFa%20%E1%BB%9F%20Vi%E1% BB%87t%20Nam%20v%E1%BA%ABn%20%E1%BB%9F%20m%E1%BB%A9c%20kh% C3%A1,6%25%20so%20v%E1%BB%9Bi%20n%C4%83m%202019 https://viracresearch.com/trien-vong-nganh-sua-viet-nam-nam-2020.html https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2020/12/chi-so-gia-tieu-dung-chi-so-giavang-va-chi-so-gia-do-la-my-thang-12-nam-2020/ https://tuoitre.vn/viet-nam-thuoc-nhom-tang-truong-kinh-te-cao-nhat-the-gioi20201227155115546.htm#:~:text=GDP%20n%C4%83m%202020%20t%C4%83ng%202,v% E1%BB%9Bi%20c%C3%B9ng%20k%E1%BB%B3%20n%C4%83m%20tr%C6%B0%E1% BB%9Bc True book – TH true MILK (mangoads.com.vn) https://thegioidamdep.vn/tin-tuc/105/bang-xep-hang-cac-thuong-hieu-duoc-chon-mua-nhieunhat-tai-viet-nam-theo-bao-cao-brand-footprint-2020.html 26 | P a g e