CASE: Macro – Environment

General Evidences Assessments

Factors

Political No significant evidences

Economic Improving worldwide economies and rising High potential demand

consumption of meat from an expanding global for exported meat
population will continue to be major drivers for the
global meat sector. By 2028, with the growth of
people from 7.4 billion to 8.1 billion, meat
consumption will increase from 34.7 kg to 35.1 kg
per head.

Social No significant evidences

Technological No significant evidences

Environmental Environmental pollution, African diseases High threat from pork

affecting livestock and restricting consumption of supply, price and
products of animal origin (ASF); The shortage of consumption
meat leads to rising prices.

Legal Food safety and veterinary hygiene requirements in Threat of legal

compliance with regulations and international requirements
standards (ISO, SMP, HACCP)

Demographic Vietnam is one of the few countries in the world Domestic demand for
that still uses the fresh meat right after slaughtered meat
since consumers believe this kind of meat is the
best. 

Case: Industry- Environment

Industry Factors Evidences Assessment

New entrants No significant barrier or entry noted High threat of new

entrants

Substitutes Poultry and other meat Medium threat of

substitutes

Supplies Farmers: small size, no threat Medium threat of

suppliers
Pig merchants: medium threat

Livestock companies: almost self-supply for

meat processing ( backward integration)

Buyers Meat consumption in Vietnamese High opportunity  of

34,4kgs/year. buyers

China, Japan expand purchases.

Rivalry 30 companies have modern processing plants, High threat of rivalry

meeting international hygiene standards (CP,
Dabaco, Massan, Vissan, Duc Viet, Animex,
etc.)

CASE: Competitors
KSF Service Quality Innovation Distribution Leadership
Channel
Duc Viet Provides thousands In 2000, the distribution Duc Viet
Food Joint of tons of fresh first system of officially
Stock sausage and high- company to products spread merged into a
Company quality processed building a meat nationwide in member
foods annually. processing provinces, cities company of
Meet the German plant in and big cities, Daesang
standards and have Vietnam and all Group –
prefered flavor by launched the supermarkets, Korea.
Vietnamese first batch of food shops,
consumers. sausages. restaurants and
2016, Duc Viet towards export
continues to be goals.
ranked top 500
of the most
growing
enterprises in
Vietnam for
the 6th time.
Dabaco Has supplied Has a system Nationwide Meat
Group more than 20 types of of distribution processing
meat-processed Chicken and system. plant in Bac
products (sausages, pig breeding Ninh has only
canned meat, shrimp, farms, with a been in
liver pate, etc.) large scale and operation
modern since 2010 but
Has a system of equipment. has gained its
chicken and pig position and
breeding farms, with Has a chicken brand in the
a large scale and slaughter line food industry
modern equipment, imported from in Vietnam.
ensuring veterinary Denmark with
hygiene standards a capacity of
and food safety in 2,000 heads/
accordance with the hour and a pig
laws and HACCP slaughterhouse
standards. .

 Supplying clean
chicken and pork for
the market.
CP CP’s plants are CP cooperates Deploying more Belonging to
Vietnam ranked most modern with chicken than 10,000 Charoen
Company in the North, farms and retail outlets Pokphand
with industrial farmers by and stores Thailand
processes for poultry providing across the Group.
slaughtering and breeds, feed, country under
meat processing. veterinary the CP Fresh
medicine, Mart and CP
Holds about technology, Kiosk brand
22% market share of then buying names.
industrial chicken, products at
16% of industrial stable prices.
chicken eggs and
about 7% of pork in Develop the
Vietnam. livestock
industry in a
closed chain of
seeding,
feeding and
processing.
Mavin Manufacturing Built and Many high- Not
Food Joint products made from developed a class products mentioned
Venture meat such as ham, closed business are in the menu
Company sausage, bacon, etc. process “from of 5-star hotels
Farm to Dining (Inter
Built and developed Table”. Continental
following the Hotel Westlake
standards of Hanoi, Muong
developed countries. Thanh Hotel
Group, Crowne
Many high-class Plaza West
products are in the Hanoi Hotel,
menu of 5-star hotels. Sheraton Hanoi
Hotel, Jaspas
restaurant
chain, Papa Joe
Hanoi
restaurant
chain, etc);
Other product:
stands of
 supermarket,
stores and
distribution
agencies.
Masan A large-scale animal Has prepared distribution is a French
Meatlife feeding factory and a for the coverage of consortium.
Company pig raising farm in penetration in a 240,000 retail
Quy Hop, Nghe An. closed points and
production 2,000
chain from distribution
animal feeding, points.
processing to
processed
foods retailing.

By buying
VISAN's
shares, Masan
can create a
surge in the
meat and meat
processing
business.
Gia Lai Main business: Added pig Not mentioned No significant
Livestock Cultivation of crops breeding and evidence
Joint Livestock services pig seeding in
Stock Processing of meat business.
Company Meat products
Production of animal
feed
Breeding of cattle
related products.

Case: Internal- Organization

Core
Evidences (resources, capabilities) Assessments
Competencies

Products the largest food producer, processing Strength

 business in the country: Frozen processed
products, traditional meat products and
vegetables
VISSAN annual reports state that the
Company holds 70% market share for
sausage, 40% for frozen goods, 30% for
spring, 20% for canned foods and 10% for
ham

Marketing No significant evidences

Services various, diversified products, meeting Strength

hygiene and safety standards and has
significant role in the region
With the strict application of the
international quality management standards
of ISO, GMP and HACCP, the Company
has fully controlled the stages of foods
supply chains, ensured food safety and
provided markets with high quality
products.

Finance On March 24th 2016, VISSAN has sold Strength

11.3 million of shares for strategic
investors.
Up to now (2020), VISSAN is still a state-
owned company with 67.76% of capital
held by Satra and 24.94% by Anco- a
company owned by Masan MeatLife.

HRM No significant evidences

Leadership VISSAN has invested VND 3,150 billion in Strength

a closed food processing chain from
 slaughtering to processing with auxiliary
factories (packaging, spice processing ...)

Distribution VISSAN gains advantage through a wide Strength

distribution channels with a network of
130,000 points of sale on traditional
channels, more than 1,000 on supermarkets,
convenience stores and nearly 50
showrooms nationwide. According to
VISSAN's General Director, the traditional
channels do not bear much expense, so the
profit margin is better than the modern one.

CASE: S.W.O.T

Internal Analysis Strengths Weaknesses

External Analysis
1. Having a long- 1. The product group has
standing not been clearly
 reputation, is a big planned, there is no
brand in the whole product for the high-
country. end segment.
2. The price policy is not
2. Has a modern
flexible, only suitable
processing plant,
in urban areas.
meeting
3. Not differentiated
international
positioning by brand
hygiene standards.
level – brand, so all
3. Diversified VISSAN products are
products in the same position.
(processed food, 4. Mainly distributed in
fresh food) to suit the South.
many customer
segments.
4. Distributor
system,
nationwide
supermarket and
VISSAN store
network in Ho Chi
Minh City.
5. Fully control all
stages of the food
supply chain,
ensure food safety
and provide the
market with high-
quality products.
6. Financial strength.

Opportunities 1. Most S1+ S6 + O6: develop W4 + O1: Expanding

Vietnamese the company's export distribution system in the
people like to distribution channel North and Central region
eat meat. system
 2. Canned market S4 + O3: Expand and
potential is develop a large-scale
huge. production system
3. The demand for
processed foods
increases
sharply.
4. Infrastructure is
increasingly
developed,
favorable for
the
development of
distribution
channels.
5. The
transportation
system is
increasingly
developed.
6. Trade with
foreign
countries
flourished

Threats 1. ASF, African S1 + S6 + T3: Increase

swine fever,... brand awareness
2. Food safety
S1 + S6 + T4 + T2:
standards
Upgrade distribution
according to
system, invest in
international
equipment and build
standards.
VISSAN brand image
3. Competitors are
system in all major cities
more and more
powerful. S6 + T1: have a reserve
4. The cost of farming system
transporting
 and storing
goods as well
as expanding
the distribution
channel is very
large.
5. Input factors
continuously
increase
inflation
increases,
leading to an
increase in the
cost of
discounting
commissions
for distribution
agents.