Masan Consumer

Corporation
MANAGEMENT STRATEGIES ANALYSIS

2020
MASAN CONSUMER JSC |
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I. INTRODUCTION OF MASAN FOOD JOINT STOCK COMPANY

Masan group is one of the leading
multi-industry investment groups in
Vietnam. Currently, the company is
controlling 77.4% of Masan
Consumer which is considered as one
of the leading companies in the field
of food production.
Masan Consumer Joint Stock Company (Masan Consumer) is currently rated as
one of the largest consumer goods companies in Vietnam. The company currently
manufactures and distributes a wide range of food and beverage products,
including condiments (fish sauce, soy sauce, chili sauce), convenience foods
(instant noodles, convenient breakfasts, etc.), and beverage products (instant
coffee, instant cereals and mineral water). The company started operations in 2000
and has since successfully developed its product portfolio and distribution network
to establish its leading position in the market for branded food and beverages in the
Philippines, Vietnam. Masan Consumer has created the most popular and trusted
brands in Vietnam such as Chin-su, Omachi, Kokomin, Nam Ngu, etc....

Source: Nhịp sống doanh nghiệp.cuộc sống an toàn

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As the leading brand in Vietnam, able to launch 50-60 new products per year,
Masan has been voted by Saigon Marketing News as the most popular brand in the
sauce and condiment industry for 4 years. The company has a team of experienced
executive, including experts from the world’s leading beverage and food business
group.
VISION, MISSION, CORE VALUES, OBJECTIVE
 Vision
 Become a strong company with a leading market share in the consumer
goods market in Vietnam and expand to other countries around the world.
Increasing size, profitability and shareholder income, becoming a potential
growth partner and preferred employer in Vietnam and the region.
 To become Asia's leading symbol of consumer products serving people's
lives.

 Mission
 Seeking breakthroughs to enhance the benefits of products and services for
customers. The company's motto is "Consumers' benefits are the
development goals of Masan Consumer".
 Committed to bringing to the community the best and most quality food
source with our respect, love and high responsibility for life with people and
society.

 Core Values
 Masan's four fundamental values.
- People are assets and competitive resources.
- Pioneering exploration with the desire to win.
- Cooperation for mutual development, harmonizing benefits with partners.
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-National spirit.
 Four qualities of Masan people.
- Talent and creativity.
-Leadership qualities.
- The spirit of mastering the work.
- Integrity and transparency.
 Masan's six operating principles.
- The interests of customers, the company (shareholders), and employees are
inseparable.
-Work in team.
- Respect the individual.
- The organization is always learning, always innovating.
- Goal oriented and end result oriented.
- Trust, commitment.

 Objective

 Masan  The average  Being one of the

Consumer has growth rate of 3 most popular
12 brands revenue in the workplaces in
ranked No. 1 in period 2020- Vietnam this
industries 2025 is over year 2025.
various 20%/year.
consumables.

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Markets
The company's main markets
 In Asia: China, Taiwan, Laos, Cambodia
 In Europe: Russia, Belgium
 In Vietnam: the company's distribution network has covered 64 provinces
and cities.
II IFE & EFE ANALYSIS
1. IFE matrix
Masan Consmer is aiming to become an enterprise with a dynamic and creative
working environment that attracts high-quality human resources, so internal factors
in the company are very concerned by the management.
a. Strengths
S1: Ability to serve customers S8: High growth rate.
S2: Wide distribution network.
S3: High quality human resources.
S4: The factory is large
S5: Strong financial potential, capable
of attracting foreign investment.
S6: Right business line, enthusiastic
and experienced leadership team.
S7: Good brand positioning
campaign.

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b. Weaknesses
W9: The control of input and ouput production stages is not really good.
W10: Product development capacity is not effective.
W11: Multiple layers of management.
W12: Unequal level of labor
No Factors Weight Rating Scores
Strengths
1 Ability to serve customers 0.1 3 0.3
2 Wide distribution network 0.1 3 0.3
3 High quality human resources 0.09 2 0.18
4 The factory is large 0.05 4 0.2
5 Strong financial potential, capable of 0.1 4 0.4
attracting foreign investment
6 Right business line, enthusiastic and 0.03 2 0.06
experienced leadership team
7 Good brand positioning campaign 0.1 3 0.3
8 High growth rate 0.04 2 0.08
Weaknesses
9 The control of input and ouput 0.2 3 0.6
production stages is not really good

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10 Product development capacity is not 0.1 2 0.2

effective
11 Multiple layers of management 0.07 2 0.14
12 Unequal level of labor 0.02 2 0.04
Su 1 2.8
m

Evaluation: Total score of 2.8 is greater than 2.5, indicating that the firm’s
internal strong points are more prominent than its competittors in the industry.
2. EFE matrix
a. Opportunities
O1: Abundant labor force. O8: The ability to attract capital from
the stock market is high.
O2: Per capita income increased.
O9: Loan interest rates decreased.
O3: Science and technology is
developing day by day. O10: Inflation rate is stable.
O4: Vietnam is a country with a stable O11: Rural areas are growing.
political regime.
O5: People’s demand for fast food is
increasing.
O6: Vietnamese people tend to use
domestic goods more and more.
O7: Raw material prices fell.

b. Threats
T12: Market penetration of international competitors.
T13: Pressure on substitute products.
T14: Domestic competitors are increasingly expanding their market share.
T15: The quality control of products in Vietnam is not high.
T16: Differences in taste, consumption culture.
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No Factors Weight Rating Scores

Opportunities
1 Abundant labor force 0.06 3 0.18
2 Per capita income increased 0.05 2 0.1
3 Science and technology is developing 0.08 4 0.32
day by day
4 Vietnam is a country with a stable 0.05 4 0.2
political regime
5 People’s demand for fast food is 0.06 3 0.18
increasing
6 Vietnamese people tend to use 0.1 4 0.4
domestic goods more and more
7 Raw material prices fell 0.04 2 0.08
8 The ability to attract capital from the 0.03 2 0.06
stock market is high
9 Loan interest rates decreased 0.06 3 0.18
10 Inflation rate is stable 0.04 3 0.12
11 Rural areas are growing 0.08 4 0.32
Threats
12 Market penetration of international 0.05 3 0.15
competitors
13 Pressure on substitute products 0.04 4 0.16
14 Domestic competitors are increasingly 0.09 4 0.36
expanding their market share
15 The quality control of products in 0.07 2 0.14
Vietnam is not high
16 Differences in taste, consumption 0.1 3 0.3
culture
Su 1 3.25
m

Evaluation: With an overall score of 3.25, Masan Consumer's ability to react is

quite good, above the industry average in its efforts to pursue strategies to take
advantage of environmental opportunities. However, Masan Consumer needs to
take better measures to deal with each of the threats that have been raised.
III SWOT analysis
SWOT Matrix S W

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O SO1: Strong brand. WO1: Strong brand.

SO2: There is a WO2: Supported by
difference from the customers.
competition. WO3: High competition
SO3: Supported by
customers.
SO4: Integration brings
many opportunities to
expand the market.
T ST1: Raw materials are WT1: Raw materials are
in short supply due to the in short spply due to the
need to expand need to expand
production. production.
ST2: Integration brings WT2: People's demand
many opportunities to for whole foods is
expand the market. increasing.

IV SOME PROPOSES FOR THE COMPANY STRATEGIES

Now, Masan has accelerated to surpass its competitors in the industry. In order to
improve the production business situation, Masan needs to focus on all aspects.
Focus on a diverse range of consumers. With young people, orienting products to
bring bold, novel flavors, ensure health and reasonable prices.
Product diversification. In the situation where substitute products take the throne,
Masan needs to focus on producing a variety of products such as instant porridge,
instant noodle soup, vermicelli... and design suitable boxes and packaging to carry
on trips.
For the middle and high segments, it is necessary to focus on eye-catching product
packaging, bringing an impressive slogan and creating sympathy for consumers
about a quality product with high safety.

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V CONCLUSION
Since its appearance in the Vietnamese market, Masan Consumer with the right
and wise strategies has made great breakthroughs. The company has affirmed its
brand reputation and product quality by dominating the majority of the market in a
number of items such as soy sauce, fish sauce, and instant noodles.
Winning the trust of consumers, Masan has been growing and growing, in the
future there will be even more success.

REFERENCES
1. Báo cáo thường niên năm 2020
MCH_2021-4-1_a1531c4_20210329_MSC_AR2020_Full_Lan_2_signed.pdf (fpts.com.vn)

2. VNR Top 500 Company

CÔNG TY CP HÀNG TIÊU DÙNG MASAN (MASAN CONSUMER) (vnr500.com.vn)

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