Академический Документы
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Культура Документы
AND INNOVATION
MBA 27 - Group 17
Bourgault Camille
Nguyen Thi My Hoa
Tran Xuan Linh
Diep Mai Thao 1
CONTENTS
COMPETITIVE ANALYSIS
& SWOT ANALYSIS
VOLUME STRATEGY
DIVERSIFICATION STRATEGY
2
COMPANY AND MARKET OVERVIEW
A brief introduction and history of Vinamilk (“VNM”)
VNM
Organic
Nghe An factory (Liquid)
Can Tho factory Tien Son - Binh Dinh Tay Ninh, Ha Tinh
factory Thanh Hoa, Lam dairy farms
Dong dairy farms 3
COMPANY AND MARKET OVERVIEW
Dairy market overview
Industry
competitors
Suppliers Buyers
Intensity of rivalry
Bargaining power of suppliers Bargaining power of buyers
High
MEDIUM MEDIUM
Substitutes
Threat of substitutes
LOW
STRENGTHS WEAKNESSES
- Strong foundation
- Consumer trust - Exchange rates affect
- Knowledge of local market operation of the company
- Nationwide distribution - Local production do not
system cover the demand
- Modern factories - Imported raw material
- Strong relationships with
suppliers
OPPORTUNITIES THREATS
- Preferential policies for dairy - WTO : International
industries competitors, especially for
powdered milk.
- Stable raw material
- Local competitors for dairy
- Increase in demand
market
- Vietnamese consume
- Innovation and Marketing
Vietnamese products
are often better among
- Internationalization : competitors
Exportations
6
SUPPLY CHAIN STRATEGY
What are the key activities of VNM in supply chain strategy
PURCHASING
Quality control of
raw milk #ISO 9001:2015, Global G.A.P
purchased before-
and Organic.
during -delivery
process
##5 factories organic
Certification.
7
VOLUME STRATEGY
VNM maintains the more affordable price comparing to competitive products
CATEGORY
VNM PRODUCTS COMPETITOR PRODUCT 1 COMPETITOR PRODUCT 2 COMPETITOR PRODUCT 3
STRUCTURE
50% share 25% share 8% share
Liquid milk
(43%)
VND19.000/batch VND25.000/batch VND24.500/batch
41% share 16% share 9.2% share 6.2% share
Powder
milk (32%)
VND339.000/can VND455.000/can VND435.000/can VND429.000/can
67% share 13% share 8.5% share
Yogurt
(12%)
VND24.000/batch VND25.000/batch VND20.000/batch (80gr)
80% share 17% share 2% share
Condensed
Milk (7%)
VND16.000/can VND16.400/can VND17.000/can
Source: Stoxplus – Vietnam dairy market 2018/site check/tiki 8
VOLUME STRATEGY
Thanks to the management of material & energy usage, plant & technology management and
marketing, VNM has successfully reduced the cost and reach mass consumers.
• Purchase large •
• 13 plants across Innovation
volume with import- products.
Vietnam (2 mega
export companies. • More familiar and
factories) with
• Build dairy farms in interesting
specialized line
different areas across communication.
for each category
Vietnam. • Corporate
for mass
• Cooperate with and branding.
production.
support farmers. •
Energy • Fully automatic. Technolog CSR activities.
9
VOLUME STRATEGY
VNM farming system
Source: www.vinamilk.com.vn 11
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: liquid milk.
12
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: powdered milk.
13
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: cereals.
14
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: eating yogurt.
15
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: drinking yogurt.
16
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: condensed milk & ice cream.
17
DIVERSIFICATION STRATEGY
VNM develops related diversified product portfolio: soya milk and beverages.
18
DIVERSIFICATION STRATEGY
VNM establishes its footprint to a wide range of category, thus, not only
helps to increase the value-added of its products but also improve the
bargaining power with the distributors and suppliers.
Before 2007 2007-2008 2009 - 2010 2011 - 2012 2013 - 2014 2015 - 2016 2017 - 2018 2019 upward
20
THE MILK POWDER’s PRODUCT STRATEGY
IFMP IFMP
Kid Treatment Adult Treatment Baby Cereal
Mainstream Premium
DIELAC MAMA GOLD VNM OPTIMUM MAMA DIELAC GROW VNM SURE PREVENT RIDIELAC GOLD
Healthy Moms, Smart Strong foundation for Kids stand tall – Moms For healthy recovery and Good for digestion with 1
Babies Child’s development stand proud poor diet patients billion probiotics
DIELAC ALPHA IQ GOLD VNM OPTIMUM GOLD DIELAC GROW PLUS VNM CANXIPRO
Good memory – Smart Optimal brand Out of faltering growth For adults to build a
Baby development strong bone system
21
THE MILK POWDER’S DISTRIBUTION CHANNEL
Domestic distribution model with more than 200,000 outlets nationwide
22
THE POWDER MILK STORY
How VNM powder milk wins different competitors Became market leader in
volume share since 2011 and
continuously lead the category
In 2008, Foreign brands conquered over 85% market share growth till now
but the prices are twice and even thrice vs local brands
Foreign brands conquer over 85% market share but the prices are twice
and even thrice vs local brands
2.0%
12.60% 26.80%
2.20%
4.40%
8.20%
13.90%
26.70%
23
SUMMARY
24
THANK YOU!