THtruemilk
I. INTRODUCTION:
Vietnam is gradually open the economy to well-come theere of international trade, which create a great incentive for any industry, including dairy industry, to expand production, enhance competition and better benefit domestic as well as foreign consumers. Dairy products offered in Vietnam market today, for that reason, become various. TH True milk, the young and potential producer in this industry, has been well-known as a domestic firm providing high-qualified dairy products with acceptable price. In the band new economy background, TH True milk also cope with severe competition, but still not only survive but also continuously get further step in dominating the domestic market. Fresh milk is one of TH group’s strategy, and an outstanding example of TH true milk’s success in term of market share as well. To clarify culprits for TH true milk’s prosper and also work out some suggestion for its further development, our group has managed to make some analysis of overall market, business environment, brand, customers and competitor s as well as SWOT matrix applied for the company itself. The marketing plan is composed of 5 main parts:
Firstly, in the part of current marketing situation , market situation, product review, competitive review, distribution situation would be clarified.Secondly, SWOT analysis indicates strengths, weaknesses, threats and opportunities to help company see through where they are standing in the dairy market and make decision to deal with: capitalizing on strengths, overcoming weaknesses, maximizing opportunities, and eliminating any threats or turning them into opportunities. In the next part, objectives and issues would be mentioned.. After that, marketing strategy including positionging, product, pricing and promotion strategy plus distribution strategy will be discussed. And based on the company’s strategies, the action program is established
II.CURRENT MARKETING SITUATION:
TH True milk was established in 2009
Vietnam is gradually open the economy to well-come theere of international trade, which create a great incentive for any industry, including dairy industry, to expand production, enhance competition and better benefit domestic as well as foreign consumers. Dairy products offered in Vietnam market today, for that reason, become various. TH True milk, the young and potential producer in this industry, has been well-known as a domestic firm providing high-qualified dairy products with acceptable price. In the band new economy background, TH True milk also cope with severe competition, but still not only survive but also continuously get further step in dominating the domestic market. Fresh milk is one of TH group’s strategy, and an outstanding example of TH true milk’s success in term of market share as well. To clarify culprits for TH true milk’s prosper and also work out some suggestion for its further development, our group has managed to make some analysis of overall market, business environment, brand, customers and competitor s as well as SWOT matrix applied for the company itself. The marketing plan is composed of 5 main parts:
Firstly, in the part of current marketing situation , market situation, product review, competitive review, distribution situation would be clarified.Secondly, SWOT analysis indicates strengths, weaknesses, threats and opportunities to help company see through where they are standing in the dairy market and make decision to deal with: capitalizing on strengths, overcoming weaknesses, maximizing opportunities, and eliminating any threats or turning them into opportunities. In the next part, objectives and issues would be mentioned.. After that, marketing strategy including positionging, product, pricing and promotion strategy plus distribution strategy will be discussed. And based on the company’s strategies, the action program is established
II.CURRENT MARKETING SITUATION:
TH True milk was established in 2009