I.

  Introduction
Vietnam Dairy Products Joint Stock Company (Vinamilk) is a Vietnam-based
company operating in the field of manufacturing and trading milk and dairy
products as well as related machinery and equipment in Vietnam. Vinamilk was
founded on 20th August 1976 under the name of Southern Coffee-Dairy Company
on the basis of three dairy factories from the old regime: Thong Nhat Dairy
Factory, Truong Tho Dairy Factory, Dielac Powdered Milk Factory. From 1990 to
1991, Vinamilk started the “White Revolution”. Pioneered in building fresh raw
milk area. The first time introduced UHT milk products and yogurt to the Vietnam
market. In 2003, formally transformed into a Joint Stock Company and renamed
as Vietnam Dairy Products Joint Stock Company (Vinamilk) with a charter capital
of over USD 100 million. In 2010, Vinamilk started its strategy of investment
overseas by owning 22.8% of shares at Miraka Milk Factory in New Zealand. And
Inaugurated two mega-dairy factories with large scale and applying the most
modern technologies in Binh Duong Province: Vietnam Powdered Milk Factory
and Vietnam Milk Factory (producing fluid milk) in 2013. 2016 - Celebration for
40th anniversary of establishment, continued the strategy to reach out to the
world market with the inauguration of Angkor Milk Factory (Cambodia). Acquired
100% stake in Driftwood Dairy Holdings Corp (US) and exported condensed milk
product (with the Driftwood brand) to US market. First time introduced Organic
Fresh Milk product, which was directly produced by Vinamilk in Vietnam
qualifying EU Organic standard and being certified by Control Union (Netherlands)
(Sustainable development report, 2016).[1]
According to the Vietnam Report, in 2018, the liquid milk segment of Vinamilk
continues to lead the industry with about 55% market share. In addition, Vinamilk
also holds more than 80% market share of yogurt, more than 80% of condensed
milk market share, and more than 30% market share in powdered milk.
Meanwhile, at the 2018 annual general meeting of shareholders, Vinamilk said
that the company had 58% of the market share in milk in Vietnam (Vinamilk đang
chiếm bao nhiêu thị phần ngành sữa, 2019).[2] Vinamilk is the brand most chosen
by Vietnamese consumers for eight consecutive years, according to the "Brand
Footprint" report by consulting company Kantar(Vinamilk remains as most
favoured brand for eight consecutive years,2020).[3]
Target customer:
Individuals: are consumers who have buying demand and are willing to pay to buy
products especially fathers, mothers with children aged 0–6 years. This group of
customers has a relatively diverse product demand (good product quality,
nutritional value of the product, reasonable price, packaging design,...) and
accounts for a relatively high proportion.
Organization: are distributors, wholesalers, wholesalers, stores, supermarkets …
want to drink ,and ready to distribute food products
(Báo cáo phát triển bền vững, 2014).[4]
Target market:
In the domestic market, Vinamilk's distribution system is strong and wide across
the country, allowing consumers to conveniently and quickly deliver products in
the best conditions. In foreign markets, Vinamilk's customers are product
distributors.
By the end of 2015, 243 distributors, 212,000 retail outlets, were present in 1,609
large and small supermarkets and more than 575 convenience stores nationwide,
appearing in over 40 countries, over 18 million Vinamilk products. consumption
per day(VINAMILK - 39 năm hình thành và không ngừng phát triển, 2015).[5]
OBjectives of the research:
- Preview what have learned about the subject "Marketing Principles" into the
assignment.
- Introduction to the competition on the issue of the Vietnamese market in
Vietnam
- Recognize the positive status of Vinamilk in the domestic and foreign dairy
industry.
- An overview of Vinamilk's growth and development.
- Analyzing Vinamilk's business expenses and proposing a way to implement the
strategy.
- Communicate with the business market through conducting research topics.