Ul ‘Oo MASAN = MEET OUR BEST TEAM HOANG DUNG PHAM THAO TF TUE MINH NHA PHUGNGMASAN 7 TABLE OF CONTENT 1, INTRODUCTION A briefly introduce about out company MARKET ANALYSIS Identify market segments, development potential, customer needs, ways to reach customers, competitor situation ll, PRODUCT Describe the products the company will provide, focusing on benefits that customers will receive when using our products and services. IV. Vi. IMPLEMENTATION PLAN Develop a business plan for 3 months -1 year, build a deployment plan detailing activities corresponding to each milestone MANAGEMENT TEAM Organizational chart, capacity of project participants, identification of missing skills and remedial measures FINANCIAL ANALYSIS Minimum estimate reports on business results, accounting balance, cash flow, break- even point and basic financial indicatorsMASAN 7 CC CC LCCC PLLC UC INTERNATIONAL NAME: MASAN GROUP CORPORATION SLOGAN: “DOING WELL BY DOING GOOD” rr yy Uf seeweonewaeveonccoe”) MASAN GROUP XO ' 0 I: Masan's logo is two squares nested Oleg Vision: “our CONSUMER TECH JOURNEY” czars oped ed com feneares nested Masan's sustainability, certainty and desire to go farMASAN 7 OUR BUSINESS 7 MASAN TECHCOMBANK ete Was Masan » <> — A WéinCommerce Masan™ ———< =m oe SE MASAN BS otw Gor Bure= tC MARKET OVERVIEW With increasingly busy _ lifestyles among consumers in the market, convenient products are being preferred by consumers across different countries in Europe reentry BHigh |= Medium. jy Low c eee MASAN =! Sena Canned Fruits Market: Market CAGR (%), by Region, Global, 2022 Cre: Mordor intelligence= P MASAN =! Introduction > Mark roo ee ee ener GERMANY FMCG MARKET aaa nat 202 cermary % Growth vs VA (MAT) ‘experienced a decline in volume sales of 4.4% - 2.8% compared to the previous Volume change year. However, there was a significant 127% growth in (A 110.2% unit value, resulting ina Unit value change nominal 8.3% increase during this quarter. A 174% Nominal value growth Denotes growth faster or slower than MAT previous year ‘Ranking ofthe most purchased fst moving consumer goods {ecopin Cermeany trom 202162023 Having a high density of grocery stores and have lower e-commerce sales, physical stores are stil the best choice for FMCG products in Germany= Introduction > Mark roo PRODUCT POTENTIAL ‘The German import value of canned fruits and vegetables was €21 billion in total in 2019, 20% of total EU imports. Imports varied from year to year and average growth was slightly posit 08% ‘Canned Fruits Market Leaders in Germany Gi fener cen MASAN =! Sena eee in € millon 2500 2068 2030 2089-2042 ang Importing canned ruts and vegetables by Germany= P MASAN =! rete rone a eer Cr Cuca en Analysis PRODUCT POTENTIAL (Entwicklung des Selbstversorgungsgrades bei Obst und Gemise in Prozent ‘The graph shows that the self-sufficiency rate for fruit of | 100 = Gemise m Obst Germany has been declining steadily since 1990/91, from | % around 35% to around 20% in 2020/21. This means that Germany imports around 80% of the fruit it consumes. ‘The German canned fruit market is dominated by few major players, inclu ‘+ Del Monte Foods + Dole Food Company +H. Heinz Company ‘+ Seneca Foods Corporation + Rhodes Food Group i i 1990/91 _2000/01_2o.o/ak_2uisfié_zuie/k7_2o7/Is_2w18/I9_w18/20_IH/AL ‘Source: BMEL-Statistik=f Introduction > Market Analysi feta te are Analysis PRODUCT POTENTIAL Germany spent $2.898 on importing food products from na 2021, 4% rons, 29% Vietnam was in top 6 exporters to Germany with total $174M trade value. ay (6.03%) ‘Thailand ‘The top 3 of canned products that Germany imported from Asia 99% Region: 1. Canned pickled vegetables: Turkey, Indi 2. Canned olives: China, Turkey Indonesia 3. Canned pineapple: Thailand, Indonesia, Philippines 75% Germany market is large but quite competitive 64% vietnam 6% Source: OEC.world= Introduction > Mark roo MARKETING FORECASTING Germany canned food market is projected to grow at 2 CAGR of 4.62% during the forecast period to reach USS 7,578,634 milion by 2027, from US$ 5525106 million fn 2020. ‘According to USDA, (United States Department of Agriculture), Germany has the fourth largest food and beverage processing industry in the world accounting for US$ 204.8 billion in sales in 2020. COVID-19 INSIGHTS ‘The pandemic affected German consumers’ eating patterns due to increased home ‘edoking or home consumption patterns. significant demand from the region. fener cen eee Canned organic products, fish, meat alternatives, fruits, and vegetables witnessed Healthy canned food available at affordable rates and long shelf life potential with “free from’ labels fuelled the growth of the canned food market in the region. MASAN Germany Canned Fruits Market Sena an iepeered Seer SWOT ANALYSIS Large financial resources [Germany is by far Europe's largest importer of canned fruits and vegetables Modern product research and development center (MRO - Masan Research & Development Genter) in Vietnam |The increasing popularity of prepared food products, |orab-on-go foods, and healthy snacking trends Closed” production process, strict management Promoting the development of consumer goods Products, and diversifying product types, {Trade agreement between EU and VietNam [Masan’s products have been chosen by many Lack of brand recognition Fierce competition from rivals Slow decision-making process [Transparency in production raw material sources MASAN ‘GROUP |= eee en Analysis CUSTOMER SEGMENTATION MASAN GROUP fener cen eee MASAN = Sena “Woe of segmentation | Segmentation erteria “Target segment 1545 15-90. (Genz): hase who wil each higher consumgtion lot convenience foods 90 [51-45 hisonnas & GonX)- Those who might have heath [canoes woul! ot for haat sletves and tary lpeterences ‘Gender Males & Females [Becheloriood (Sngleperson products, career ‘Demographic [development sernces, soci averts) focus on personal Inesce career advancement Life-cycle stage —_|aariage and P home and garden producs family vacaton packages): Yocus on famty needs nancial planning, and ome if inom (Average, above-averene, andigh eamers ‘Gccupaton | Students, enpiooos, professionals eoaaia Benois sought [Enioying good taste, satisfaction of a hai spending te User staus [Regular urs ar Personality [Easygoing detemnedioninons Peeert Liesive [acivo, Heath consciousIntroduction Market Analysis > Product PRODUCT - MASAN PEELED LUC NGAN LYCHEE - + Harvested from Luc Ngan, Bac Giang + Preservation Process: Syrup Growing + Capacity: 20 Oz + Available in EOE tin cans of 660g “SIFS LG & VietGAP— GLOBALG AP i) Food fener cen Mai MASAN Fi= 2 MASAN 7 rete) rket Analysis > Product Implementation Plan Man: er) Analysis PRODUCT Health benefits from our product + Maintain optimum regularity and a healthy weight + Fight flu viruses, improve blood flow, and protect the skin from UV rays * Control heart rate and blood pressure and stave off strokes and heart disease ‘The reason our product is loved + Delicious taste Sa significant amount of nutrients /erse processing of dishes= 2 iets Introduction Market Analysis >» Product Implementation Plan POSITIONING Masan Peeled Luc Ngan Lychee is a well- positioned brand that offers consumers a convenient, healthy, and affordable way to enjoy fresh fruit all year round. COC Price RETTERGUT Waco Protec Perceptual map MASAN =! Fi Fresh Better taste= rete) pee ACTIVITY PLAN duct > Implement: Pe er) Analysis PHASE Activity charge ‘Allocated Resources| 20k an | Feb [=Mar | =Apr [=May| Jun | Jul ‘Aug | =Sep Market Research and Analysis investigate potential distibuton researen [oabana pana in Gomany [Research expor regulations, product requirements |Create the plan, strategy Full Activity Plan can be read in our report= P MASAN =! ee rT Product D> Implementation Plan Management Team Fi Analysis ACTIVITY PLAN Product RAD Estab production procedures [Setup logistics, management and Prepare [tration networe Develop budget plan check again Full Activity Plan can be read in our report=f rete) eer Product >» Implementation Plan Man: er) Analysis ACTIVITY PLAN Export fits ade fats and exhibisons Distribute to intermediaries Deploy Marketing sale Monitoring and evaluation Full Activity Plan can be read in our report=f ee rT ENTRY MODE =5 = ia = Through 5 channels we can get canned fruits on Germany market Product Pb Implementation Plan MASAN =! COC LC Ranking of the most popular supermarkets (purchase in the last six months) in Germany from 2018 to 2021 Cre: Statiste= Introduction Market Analysis. Product D> Implementation Plan Management Team ENTRY MODE since they are the preferred channel for market entry in this sector Victor-Korserven has over 50 years ‘experience in importing high quality food End Consumer products Channels ‘+ Has been importing products from Vietnam. Exporter + AEO and IFS Broker certified (58-108) mses I Za Food Service sen= Introduction Market Analysis. Product D> Implementation Plan Management Team MARKETING MIX Product Price + Swaet,Fetreshing, and exotic flavor ; $ Me ataipenses + Price strategy: Competitive base + Steg quality control pricing + Pricing Approach: Penetration Pricing - seta tow price to 9 Ne quickly gain market share t Place Promotion TrdtaeNafhets: Lovers of exotle tuts, Aslan + Sales promotion: Product’ camping, In-store Coles in et mansy promotions, social media markating, targeted + Matkigetbverage: Prioritize malor metropolitan areas tvertiaing = higher concentration of potential consumers ee “Lpcations Focus on major ctles and areas with 2 Cy significant Asian population* From Haiphong Port to Hamburg Port LOGISTICS Product Name: Masan Peeled Luc Ngan Lychee In Syrup Exporting volume: 32400 cans Quantity: 20 container 20ft Packaging: 200z/can Term of Sales: CIF Port of arrival: Hamburg (DEHAM) Payment method: TT Logistic Partners: Hamburg Siid HAMBURGPASUD teeter=f ee rT ORGANIZATIONAL CHART Product Implementation Plan > Management Team Board Of Manager MASAN =! rene Accountant (2) @ Financial Division Human Resource ‘Sales Divison ‘Manufacturing © Division () Co) ison (15) General Accountant Procurement Grosso HR Department 8 a Department (1) 4 Warehouse Sales Department LJ Processing Department (7) Marketing Department (1) Toaistics “1 pepartment 4)=f eC eC FINANCIAL DIVISON + 5members + Manage the company's finances, including budgeting, accounting, and reporting + Ensure that the company is compliant with all financial regulations + Provide financial advice to the Board of _ Managers and other divisions Implementation Plan J» Management Team MASAN =! Sena HUMAN RESOURCE DIVISON + 1member + Recruit, hire, and train employees + Manage employee benefits and compensation + Handle employee relations and di issuesMASAN 7 ei er Cc Tn Srna meer eur SALES DIVISON MANUFACTURING DIVISON + 6 members +15 members + Negotiate contracts with suppliers + Research & develop new technologies and + Manage inventory levels production methods + Sell canned lychee products to customers around| + Process lychees into canned products the world + Transport canned lychee products to customers + Promote the company’s canned lychee products around the world + Develop and implement marketing + Manage warehousing and distribution operations strategies @ Sra o alP MASAN 7 rete) pee Peet ne ne eee eo Unit | Contain (62400 cans) 20] Total (20 containers) TFs c sonra Alcoa Taree] sz Potent Bsa gh rane Sane Bay Co or sonra ate tg ina 500i] 10000 eee oor aso) d d 3| Earing betes dex EST) se] sara sett (0%) Taran) assr coe tx 20%) ee ssa. a[iatrsone Tosra a s| seu So 6 ka Pi 7 [Proftabiity rato Peel Full Financial Report can be read in our reportP ee rT Ot Cuca Curr) Exporting Volume: 32400 cans Total 20 containers Prom garden %PM: 15,78% Full Financial Report can be read in our reportTHANK YOU yA Ls __—v