Vinamilk Analysis

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TOMAS BATA UNIVERSITY IN ZLÍN
FACULTY OF MANAGEMENT AND ECONOMICS

ASSIGNMENT FOR MANAGEMENT II
Topic:
ANALYSIS REPORT OF VIETNAM DAIRY PRODUCTS
JOITN STOCK COMAPANY (VNM)

Students: Nguyen Thi Ngoc Diep
Nguyen Quynh Trang
Lai Hai Minh
Ngo Minh Vu

Contents
1.Company overview5
2.Mission, vision and objectives6
2.1.Mission6
2.2.Vision6
2.3.Objectives (from 2011 – 2016):7
3.Critical factors of success7
4.Target Group- Stakeholders10
4.1.Internal10
4.2.Subsidiaries and Associates11
4.3.Strategic Supplier12
4.4.Competitor14
4.5.Customer15
5.SWOT analysis15
5.1.Strengths15
5.2.Weaknesses16
5.3.Opportunities16
5.4.Threats17
6.Porter Five Force19
6.1.The power of supplier: medium19
6.2.Threat of substitutes: low20
6.3.Threat of new entrance: low20
6.4.Power of buyers: high21
6.5.Extent of rivalry: medium21
7.PEST analysis22
7.1.Political22
7.2.Economic24
7.3.Social25
7.4.Technology26
8.Balanced Scorecard28
8.1.Financial perspective28
8.2.Customer Perspective29
8.3.Internal-Business-Process Perspective31
8.4.Learn and Growth Perspective31
8.5.Balanced Scorcard and Strategy map33
9.Crisis Management35
10.Administration Barrier37
REFERENCES38

List of Figures
Figure 1. Michael Porter Five Force Framework19
Figure 2. Compound growth of Total sales and Profit before tax from 2007-2011.28
Figure 3.Vinamilk’s Domestic Distribution model. Source: Annual Report 201130
Figure 4. Vinamilk’s Strategy map34
Figure 5. Vinamilk’s structure of shareholders. Source: www.vinamilk.com.vn37

List of Tables
Table 1.Shareholder Structure. Source: Vinamilk website10
Table 2.Vinamilk’s Subsidiaries. Source: Vinamilk website11
Table 3. Vinamilk’s Suppliers13
Table 4. Market share of dairy firms in Vietnam market14
Table 5. Some main products in Vietnam powdered milk market14
Table 6.Vietnam master plan for dairy industry16
Table 7. Vianamilk’s SWOT analysis18
Table 8. Vinamilk’s Suppliers20
Table 9. Commit to cut import duties on a number of mafor commodity group24
Table 10.Vinamilk’s PEST analysis27
Table 11. Balanced Scorecard33

1. Company overview
Vietnam Dairy Products Joint Stock Company (Vinamilk) is now the leading dairy products producer in Vietnam according to number of sales and revenue recorded. Vinamilk mostly provides all kind of dairy products to Vietnam market. The core ones include liquid and powdered milk. Condensed milk, drinking and spoon yoghurt, ice cream and cheese are Vinamilk’s value-added dairy products. In order to give customers even more choices, each kind of product also comes in different flavors and sizes. Until now, Vinamilk has developed the largest distribution network in Vietnam. ‘Vinamilk has been number one diary player in Vietnam for the three years ending 31 December 2007’ (Euromonitor). Since then, Vinamilk always continues to renovate in many areas in order to hold their first position firmly till now. Vinamilk was first founded in 1976. At that time, the company was producing not only dairy products but also coffee for southern Vietnam. In 1988, they introduced powered milk and cereal with milk powder to Vietnamese for the first time, which was considered as an advance in the dairy industry. Since then, the company keeps on launching new type of dairy products mostly value-added ones to the market and gained lots of customers trust. In the meantime, Vinamilk also acquires many different dairy producers companies and cow farms in all Southern, Central and Northern Vietnam. On the other hands, Vinamilk also pays a lot of attention to provide juices, soya milk, bottled drinking water and coffee to the market. These products not only contribute to the revenue of Vinamilk but also to leverage Vinamilk distribution network in Vietnam. The...
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