Marketing Assignment

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  • Topic: Milk, Powdered milk, Dairy product
  • Pages : 8 (2506 words )
  • Download(s) : 130
  • Published : March 11, 2013
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Table of content

1. Introduction
2.1 General Introduction
2.2 Vision, Mission and Business Philosophy
2. Business environment (SWOT)
3.3 External Environment (Opportunities and Threat)
3.4 Internal Environment (Strengths and Weakness)
3. Strategy (Overall Cost Leadership)

1. Introduction.
1.1 General introduction.
Vinamilk was founded in 1976. Now, Vinamilk is headquartered at Tan Phu ward, District 7, Ho Chi Minh City. The general director of Vinamilk is Ms. Mai Kieu Lien who has just ranked on Forbes list of 50 women entrepreneurs with the most power in Asia. Vinamlik are the leading producer of dairy products in Vietnam based on sales volume and revenue. Our products range from core dairy products such as liquid and powdered milk, to value-added dairy products such as condensed milk, drinking and spoon yoghurt, ice cream, and cheese. We offer one of the largest dairy portfolios in Vietnam, across a wide selection of products, flavours, and packaging sizes. According to Euromonitor, Vinamilk has been the number [1] dairy player in Vietnam for the three years ending 31 December 2007. Since commencing operation in 1976 we have built the largest distribution network in Vietnam and have leveraged our network to introduce new products to the market, such as juices, soya milk, bottled drinking water and coffee. And now, Vinamilk focuses on dairy products.

We market the majority of our products under our “Vinamilk” brand, which has been designated as both fmous brand and one of the top 100 strongest brands by the Vietnamese Ministry of Industry and Trade in 2006. We have also been voted the top brand in the “Top ten high-quality Vietnamese goods” for each year from 1995 to 2007. We currently focus on business activities in the fast growing Vietnamese dairy market, which according to Euromonitor has grown at a CAGR of [7.85]% from 1997 to 2007, and produce the majority of our products at our [nine] operational production facilities with a combined capacity of [570,406] tonnes per annum. Vinamilk has the leading distribution network in Vietnam, giving us broad access to consumers. We generate a substantial majority of our revenues from sales of our products in Vietnam comprising both dairy and non-dairy products and export to countries such as Australia, Cambodia, Iraq, the Philippines and the United States.

1.2 Vision and Mission.
1.2.1 Vision.
Vinamilk will be the fastest and sustainable growing healthy dairy and food-company by building a long-term competitive advantaged product portfolio across the scale.

1.2.2 Mission.
Vinamilk continues to expand its existing geographical coverage and product portfolios to maintain its sustainably dominant position in the local market and maximizing its shareholder value.

1.2.3 Business Philosophy.
Vinamilk wish to be the most favourite product in all areas, territories. Therefore, we meditate that quality and creation is the companion of Vinamilk. Vinamilk considers customers our focus and commit to meet all demands of customers.

Vietnam Dairy Products Joint Stock Company’s quality policy

Always, satisfy customers with high-quality, safe, and diverse products, the best service and competitive prices.

2. Business Environment (SWOT).
2.1 External environment (Opportunities and Threats).
2.1.1 Opportunities.
* In the world, the price of dairy products tend to increase thus Vinamilk has advantages to compete in exporting products. And, in the world, dairy’s market is in the period of strong demand. * Both the rate of Vietnam and the world economic are growing high. * The Vietnamese income has increased.

* Vietnam officially joined the World Trade Organization. * Vietnam has a stable political regime.
* Vietnam is in the period of “gold structure population”. * In the world, a series of advanced technologies formed to support for fostering the dairy herds. Vinamilk is...
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