HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION
---------***--------

STRATEGIC MANAGEMENT

Student’s name:

1. Phạm Tâm Tâm Như - 20DH121384

2. Phan Nguyễn Quỳnh Như - 20DH121568
3. Huỳnh Kiều Linh - 20DH120522
4. Lê Thị Hồng Ngọc - 20DH121465
5. Trần Thị Thuý Hằng - 20DH121495
6. Nguyễn Ngọc Bảo Trâm - 20DH121576
7. Nguyễn Hoàng Minh Anh – 19DH120143

HCMC, 11/2023
MEMBER RATE
1 Huỳnh Kiều Linh - 20DH120522 100%
2 Lê Thị Hồng Ngọc - 20DH121465 100%
3 Trần Thị Thuý Hằng - 20DH121495 100%
4 Phạm Tâm Tâm Như - 20DH121384 100%
5 Nguyễn Ngọc Bảo Trâm - 20DH121576 100%
6 Nguyễn Hoàng Minh Anh – 19DH120143 100%

7 Phan Nguyễn Quỳnh Như - 20DH121568 100%

8 Nguyễn Thị Quỳnh Trang - 20DH121376 100%
9 Nguyễn Ngọc Vân Anh – 20DH121622 100%
Contents
1 Introduce Dh Foods JSC...............................................................................................3
1.1 Brief introduction about Dh Foods........................................................................3
1.2 Dh Foods’s products..............................................................................................4
1.3 Production process.................................................................................................5
2 Internal Assessment......................................................................................................7
2.1 Finance and accounting..........................................................................................7
2.2 Marketing plan.......................................................................................................8
2.2.1 DH Foods participated in raising capital on the TV show Shark Tank...........8
2.2.2 Collaborate with artists, celebrities.................................................................9
2.2.3 Cooperate with Vitamin Network...................................................................9
2.2.4 Participate in exhibitions and fairs................................................................10
2.2.5 Unique gift combo.........................................................................................11
2.2.6 Media posts with “trendy” content................................................................12
2.2.7 Participate in CSR (Corporate Social Responsibility) activities...................12
3 Assessment of potential risks and opportunities.........................................................13
3.1 Dh Foods’s SWOT...............................................................................................13

1
2 Introduce Dh Foods JSC
2.1 Brief introduction about Dh Foods

Nguyen Trung Dung - a person who is enthusiastic about cooking and appreciates the
ambition to provide Vietnamese cuisines to Vietnamese clients via quality goods that are
nobler and bigger than "reaching the world." Dh Foods was founded in 2012 as a result of
this passion and desire. Dh Foods has been on a road of constant expansion for more over
a decade, growing manufacturing size, creating a countrywide distribution network, and
more. Dh Foods has also been successful in introducing Vietnamese cuisines to other
countries like as Japan, Korea, Australia, the Netherlands, the United States, the United
Kingdom, Germany, Russia, and others.
2.2 Dh Foods’s products
DH Foods provides a wide selection of
goods to fulfill the culinary demands of
its clients. Natural spices, fish sauce,
dipping salt, dipping sauce, marinating,
and cooking spices, and many more
goods are manufactured and distributed
by the firm. All of our items are of great
quality, safe, and tasty. DH Foods is
always researching and creating new products to provide consumers with exceptional
culinary experiences. A special focus is made on developing natural goods that not only
taste excellent but also aid in improving nutrition and health

Dh Foods has released over 150 products with regional tastes in Vietnam, including Tay
Ninh Dipping Salt Specialty, Natural Phu Quoc Fish Sauce, and Natural Phu Quoc Paste
Sauce Specialty. Furthermore, Dh Foods is continually offering goods that maintain the
most taste, such as Natural Doi Seed, Natural Mac Khen Seed,... as well as handy items
like dipping sauce and spice marinade. "Taking quality as the foundation" is Dh Foods'
pledge, as well as the company's development guideline. Dh Foods understands synthetic
colors and chemical preservatives have a negative impact on customers' health. As a
result, in addition to offering safe goods, Dh Foods Nutrition works to teach customers to
pay more attention and thoroughly study the contents in the product.
2.3 Production process
Naturally, as a direct participant in the production process, the factory will adhere to food
safety and sanitary laws. Of course, each item will have its own production process.
However, it may be divided into four key stages:

Step 1: Preliminary analysis

In the facility that processes fresh ingredients, vegetables are inspected to make sure that
any inferior parts are eliminated. After that, the parts are cleaned in an ozone bath. Whole
cardamon pods, doi seeds, and other raw materials are thoroughly cleaned and inspected
for impurities before to going into the main production stages. In addition, glass jars
undergo a thorough cleaning process before being packaged or inserted into an automated
cleaning equipment. This involves two rounds of washing at 60°C and room temperature.
The jar satisfies criteria for food safety and cleanliness.

Stage 2: Manufacturing and packaging

Fresh components from the processing

room will be separated, combined, and
processed according to each product line's
individual recipe. Dh Foods, in example,
uses the pasteurization procedure to enable
product lines like as fish sauce or pickled
vegetables retain well at room temperature
 for a period of 12 months when the
condition of "no artificial preservatives"
is satisfied. When items arrive,
customers can be certain of their
freshness, quality, and safety. The items
are sealed with a seal film, and the jar lid
is wrapped with a shrink film layer to
ensure customer quality.

Stage 3: Quality Control

The products will be monitored for 7-10

days. The goal of this method is to
stabilize the quality of product sales.
Simultaneously, it offers circumstances for
the quality control department to readily
monitor and assess based on a set of
stringent and demanding criteria.

Stage 4: Packing and shipping

Finished items are packaged according to product requirements, printed with the
manufacturing date, stored, and sent.
3 Internal Assessment
3.1 Finance and accounting

Dh Foods was founded with just 1.2 billion VND in capital. Despite failing to secure
funding when appearing on the fourth season of Shark Tank Vietnam, Dh Foods later
attracted external investors with 32 billion VND for a 13% equity stake, then it was
valued at around 240 billion VND, with an average annual revenue growth of 50% over
the past 6 years, exceeding the initial capital by more than 200 times after 9 years of
existence. In 2021, Dh Foods, like many other consumer products firms, faced several
issues. The lockdowns and social distancing measures, which lasted four months from
June to September 2021, hampered the company's production and sales activities
significantly. The supply chain was particularly disturbed, raw material prices soared, and
there was a scarcity of manufacturing people. However, in recent years, the organization
has achieved excellent commercial success. During the pandemic year, Dh Foods had a
record-breaking growth rate of 61%, with sales increasing by 51.6% to 144.2 billion
VND from 95.1 billion VND in 2020. Dh Foods' high-quality and convenient spices were
in sync with customers' altered dietary patterns during the epidemic, resulting in those
outcomes. In particular, Dh Foods' cooking and seasoning spice product category showed
outstanding growth at 187.4%, while the natural spice category grew by 61.6% compared
to 2020.
In 2021, Dh Foods altered its business strategy to capitalize on the huge shift in customer
purchasing behaviors to online platforms. The firm engaged in online sales channels and
e-commerce platforms, and its market reputation aided development in the distribution
channel. According to Metric.vn statistics, Dh Foods' revenue report on e-commerce
platforms (Shopee, Tiki, Lazada) reached 3.2 billion VND (the quantity of products sold
was over 190.000 units) in the last 12 months (from August 2022 to July 2023), a 6.1%
decrease from the previous quarter.

3.2 Marketing plan

3.2.1 DH Foods participated in raising capital on the TV show Shark Tank

In 2021, DH Foods participated in the billion-dollar Shark Tank Vietnam deal, which is
considered one of DH Foods' effective marketing campaigns. DH Foods created a wave
of public opinion when it rejected all 5 investment proposals from 5 Sharks and more
surprisingly, outside the shark tank, DH Foods called for an investment of 12 billion
VND in exchange for 5% from investors. from Friends. In addition, DH Foods is also
more widely known in the media.
3.2.2 Collaborate with artists, celebrities
Engage in partnerships with artists and celebrities to promote goods to a larger audience
on platforms like the "Ngon So Dzat" series on Quynh Tran JP & Family - Japan Life
Channel, Chau Bui's Instagram live stream series, and the Youtube series "Go to the
Kitchen with Truong Giang." These online communities encourage youth to "be in
kindergarten, be healthy, and beautiful" and disseminate knowledge about leading
healthful lives.

3.2.3 Cooperate with Vitamin Network

On July 20, 2022, the cooperation agreement between Dh Foods and Vitamin Network
will be officially signed. Vitamin is currently the official strategic partner of TikTok in
Vietnam, as well as the developer and operator of the TikTok Shop, which is
authenticated as a TSP and MCN and manages popular TikTok creators. Vitamin has
asserted its position with a network of content creators from diverse fields and a young,
dynamic staff that strives to help content creators grow and produce a great deal of high-
quality content on the TikTok platform and TikTok Shop in particular. Vitamin MCN has
achieved initial success in the field of
TikTok Shop and anticipates further
development soon. As a new sign on a
brand-new e-commerce platform, this
cooperation agreement helps Dh Foods
expand its product distribution channels.
To reach potential customers, the
company has focused primarily on promotional and marketing activities (appearances in
culinary magazines, Facebook and YouTube activity, etc.). In terms of distribution
strategy, however, the Dh Foods product chain is organized in large supermarkets from
domestic to international markets, convenience store chains, etc.
3.2.4 Participate in exhibitions and fairs
In mid-October 2022, although there were
still many worries about Covid-19, Dh
Foods still decided to participate in SIAL
PARIS 2022. During the 5 days of the
exhibition, Dh Foods' booth was always
crowded with visitors. mandarin. In
addition, their products receive many good
feedback from customers because of their
professionalism in packaging design and
unique flavor. The biggest achievement
from Dh Foods' journey of 'bringing bells
to foreign countries' is that their products are officially available on the leading French
supermarket chains Carrefour and E.Leclerc. The E.Leclerc system currently has 583
hypermarkets, 65 supermarkets, and nearly 100 convenience stores; Carrefour has 253
hypermarkets and more than 3 thousand supermarkets and convenience stores throughout
France.
 Increase the likelihood of breaking into new
markets in addition to actively engaging in
international shows to draw in more overseas
clients. Most recently, there was Natural
Product Expo West 2023 in the US (March 9–
11, 2023) and Foodex Japan 2023, The 48th
International Food and Beverage Exhibition at
Tokyo Big Sight Center (March 7–10).
3.2.5 Unique gift combo
Understanding that Vietnamese people in general and consumers in particular struggle
with gift-giving on holidays, especially when it comes to friends, family, and superiors.
Moreover, Dh Foods makes sets Tet gift baskets labeled "Proud of Vietnamese spices"
provide unique festive presents. Sophistication and simplicity are combined in
Vietnamese spices and packaging crafted from local materials. A special name and
significance associated with Vietnam will be attached to each gift box or gift basket.

3.2.6 Media posts with “trendy” content

Due to the growth of social media and digital platforms, clients and consumers are now
always interested in the newest, most current trends. Dh Foods is not an exception to the
rule that firms should integrate quickly, reach a big number of consumers in a broad
market, and engage them directly. A team at DH Foods is striving to establish and unify
the company's official pages on the major social networking sites, as well as to identify
and create new trends to better connect with consumers.

3.2.7 Participate in CSR (Corporate Social Responsibility) activities

In addition to its commercial endeavors, Dh

Foods enjoys volunteering and participating
in social events. Dh Foods' community
outreach initiatives include the "Bring love
to children" program at SOS Ca Mau
children's hamlet, which is a prime example.
These volunteer endeavors are driven more by a desire to improve society and show love
for the country than by a desire to make money or build brand awareness. Specifically,
they are motivated by a desire to care for children. future-prospecting variables.
4 Assessment of potential risks and opportunities
4.1 Dh Foods’s SWOT
Strengths Weaknesses

- DH Foods uses fresh ingredients and - Marketing operations are less

no synthetic colors, no artificial effective than competitors (TVC
preservatives (in accordance with Advertising is not used).
consumer tastes) - The supply of raw materials is
- DH Foods has items that stand out determined by the season (pepper
and are unique from the competitors. from Pleiku, chili and salt from the
- Expanding into the worldwide Central area).
market and exporting to Japan, - The investment cost is restricted.
Korea, and European countries.
- Retail network encompassing the
entire country, present at
supermarket chains, convenience
stores (Winmart, Co.op Mart, Big C,
AEON,...).
- DH Foods have a certain number of
customers.
- DH Foods has a distinct brand
identity.
- Outsourcing of logistics, design, and
packaging.
Reduce cost, increase efficiency
- DH Foods offers numerous discounts
and incentives to entice customers.
 Opportunities Threats

- DH Foods products attract - Competitors are major, well-known,

consumers by focusing on products and well-positioned corporations
with natural ingredients and pure (Ajinomoto, Nestle, Vedan, and so
Vietnamese spices. on).
- Products have eye-catching designs - Dh Foods will find it difficult to
and are displayed in locations that replace numerous well-known brands
draw the attention of customers. that have gained consumer sympathy
- DH Foods offers a wide range of and trust.
items. - Consumer opinion of items in the
- The media is rapidly expanding, same industry is influenced by unfair
which is advantageous for product rivals and poor quality products.
promotion. - Other firms spend far too much
- Consumers' desire for product money on product promotion,
knowledge is growing. whereas Dh Foods remains cost-
- Market expansion: Spices are an effective.
essential component of every
kitchen, and the spice market is
expanding, allowing DH Foods to
expand and thrive.
- DH Foods' products are regional
spice specialties.
- Export market: Spice production
provides potential to export products
to various markets, particularly
Asian countries where there is a large
demand for spices.