Vietnam - Korea University of Information and Communication

Technology
Faculty of Digital Economy and E-commerce
----

BASIC MARETING

TOPIC: MARKETING RESEARCH REPORT ANALYZE THE

MICROENVIRONMENT OF MASAN CONSUMER JOINT
STOCK COMPANY

TEACHER INSTRUCTIONS: TS NGO HAI QUYN

GROUP: BLUEBERRY
MEMBER: 1. HUYNH KHANH DUYEN – 21BA010
2. HOANG THI NHU QUYNH – 21BA034
3. HUA VAN AN – 21BA001
4. DOAN THI DIEU HUYEN – 21BA007

BLUEBERRY TEAM 1
 Da Nang, April 2022
Da Nang University
Vietnam - Korea University of Information and Communication
Technology
Faculty of Digital Economy and E-commerce

MARKETING RESEARCH REPORT ANALYZE THE

MICROENVIRONMENT OF MASAN CONSUMER JOINT
STOCK COMPANY

BLUEBERRY TEAM 1
 THANK YOU
Our team would like to express our sincere thanks to Ms. TS.NGO HAI QUYEN,
lecturer of BASIC MARKETING subject at Vietnam-Korea University of
Information and Communication Technology, who equipped our group with basic
skills and knowledge required to complete this report.
However, in the process of making the subject report, due to the limited knowledge
of our group, it is inevitable that there are some shortcomings when presenting and
evaluating the problem. We look forward to receiving your comments and
assessments to make our group's subject report more complete.
Our team sincerely thanks!

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 INTRODUCTION

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 PURPOSE OF THE REPORT

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Contents
CHAPTER I. INTRODUCTION TO MASAN GROUP CORPORATION.................................................................3
1.1 MASAN GROUP COMPANY OVERVIEW..............................................................................................3
CHAPTER II. ANALYST MICROENVIRONMENT HAS A NEGATIVE AND POSITIVE IMPACT ON BUSINESS
OPERATIONS................................................................................................................................................3
2.1 Competitor:.......................................................................................................................................3
2.2 Customer:..........................................................................................................................................3
2.3. Supplier:............................................................................................................................................4
2.4. Pressure from substitute products...................................................................................................4
2.5. Pressure from potential competitors................................................................................................4
2.6 . Strengths of the company:...............................................................................................................4
2.7. Weakness of the company:...............................................................................................................5
CHAPTER III. CONCLUSION..........................................................................................................................5

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CHAPTER I. INTRODUCTION TO MASAN GROUP
CORPORATION 
1.1 MASAN GROUP COMPANY OVERVIEW
Masan Group Corporation is one of the big business groups in Vietnam's private economy.
The main business area that Masan Group focuses on is Vietnam Asia Foods Joint Stock
Company (Asia Foods) goods and resources. To become the No. 1 business group in Vietnam,
Masan has continuously developed over the years. Its subsidiary, Masan Consumer, is one of the
largest consumer goods companies in Vietnam. They manufacture and trade a variety of foods
and beverages including soy sauce, fish sauce, chili sauce, instant noodles, instant coffee,
nutritional cereals, and bottled beverages.

CHAPTER II. ANALYST MICROENVIRONMENT HAS A

NEGATIVE AND POSITIVE IMPACT ON BUSINESS
OPERATIONS
2.1 Competitor:
Current competitors of Masan
- In recent years, more and more corporations and domestic manufacturing enterprises have
entered the consumer goods market, putting fierce competition pressure on enterprises
participating in this field. However, they only participate in small consumer goods industries, it
can be seen that small and emerging businesses in the market do not have much impact on the
company's operations because they do not have enough competitiveness as well as brand names
compared to other industries with Masan.
- Besides small and medium-sized companies, there are also typical large companies such as
Vina Acecook Company, Asia food
+ Vietnam Acecook Joint Stock Company (Vina Acecook). As a Japanese company
manufacturing instant cosmetic products, accounting for a large market share in Vietnam today.
The company's products include 5 main lines: mi, pho, and vermicelli with all 27 products loved
by Vietnamese consumers. In addition, Vina Acecook also introduced "Made in Vietnam"
products to consumers in more than 40 countries around the world.
+ Asia Food Joint Stock Company is a leading manufacturer of instant food products in Vietnam.
Currently, the company has expanded its products to many countries in the European market.
Asia's Noodle Brand Foods have a place in the market, and are well received and trusted by
consumers.
- Above are companies with a large scale and reputation in the market, which will certainly be
the main competitors of Masan, affecting the company to make the company set out a more
sustainable development plan, always looking for ways to change ourselves, change products to
meet market needs, renew ourselves, make a difference in the future.
2.2 Customer:
Masan Consumer's customers include both end-consumers and intermediaries. Currently, the
Company is applying exclusive distribution, so the phenomenon of price competition is very
little, products in different regions always have the same price and that price is determined by the
company. With the launch of many products in many different segments, Masan Consumer has
exposed many types of customers with different incomes. However, Masan always has to set up

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customer retention and customer care programs. At any time, consumers can abandon their
products and switch to competitors' products. This is a pressure that always pursues the business
without ever easing it, forcing the business to constantly improve.
2.3. Supplier:
The supplier provides input materials for the production process, so it has a great influence
on the business, the quality and cost of the materials affect the quality and cost of the product.
Masan Consumer's relationship with suppliers is very favorable, the two sides unite and support
each other, so the company's business activities are always stable and highly proactive.
Masan is always looking for suppliers in the market to minimize costs to be able to compete with
other businesses. As one of the largest enterprises in Vietnam, Masan has bargaining power with
suppliers and achieves cost-effective rates.
2.4. Pressure from substitute products
Trading a variety of products such as instant noodles, porridge…. Fish sauce, soy sauce,chili
sauce... In addition to quality and price factors, Masan also has to face a series of substitute
products. With the increasing demand of consumers, they want to have delicious and fast meals.
Therefore, street food also took the throne along with the development of fast food. Porridge,
pho, bread, vermicelli, vermicelli….bring consumers rich flavors, and taste suitable for each
region .
2.5. Pressure from potential competitors
Unilever group is a multinational enterprise, established by the UK and the
Netherlands,specializing in the production of consumer goods such as cosmetics, cleaning
chemicals, toothpaste, shampoo, ... leading in the world Unilever is increasingly expanding its
product portfolio, gradually focusing on food products. Currently, Unilever has entered the food
market with famous products. reputation: unilever is a multinational enterprise, established by
the UK and the Netherlands, specializing in the production of consumer goods such as cosmetics,
cleaning chemicals, toothpaste, shampoo,food... By
owning many public brands with the continued acquisition of many other brands, it is not
excluded that this business will set foot in the business of instant noodles, cooking oil and fish
sauce.
2.6 . Strengths of the company: 
- Masan Consumer is a well-known and trusted brand in the market for the production of
essential consumer goods
- Product quality has improved as a result of Masan's M&A deal.
- Activities involving new product research and development
- Organize a slew of consumer promotions.
- Production systems that are efficient and meet the highest quality standards
- Strong financial potential, ability to attract foreign investment capital
- Is a company with very strong financial potential. This makes it easy for Masan Consumer to
build trust in investors, from which investors believe and attract large capital from them
- Right business line, dedicated leadership team Experience: Masan Consumer has a good
management team with a lot of experience and ambition proven by sustainable business profits,
long-term development strategy
- Strong brand, owning leading brands in Vietnam such as: : omachi noodles, chinsu fish sauce
- Different from competitors: Masan Consumer's products are diverse and different from
competitors.

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- Being supported by customers: Being a brand developed over many years, Masan Consumer is
a strong brand, winning the trust of consumers in Vietnam.
2.7. Weakness of the company: 
- Inputs: many materials are imported from abroad, which drives up prices. Some domestic
materials cannot control their quality if they are purchased from outside (eg anchovies...)
- There is a shortage of raw materials due to the need to expand production
- Increased integration causes market volatility
- Raw materials are in short supply due to the need to expand production: Due to the need to
expand more markets, making the demand for production materials increase while Masan
Consumer's suppliers are facing difficulties. Difficulty in supplying sufficient raw materials.
- Personnel has frequent fluctuations: The expansion of production scale also affects personnel.
Masan Consumer recruits a lot of new employees every year, but there are also major purges to
ensure the quality of personnel. .

CHAPTER III. 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 occupying the majority of the market in several items such as soy sauce, fish
sauce, and instant noodles have won the trust of consumers, Masan has been developing and
growing, in the future, there will be even more success. Therefore, Masan is a brand worth
investing in.

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 REFERENCES

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