2.1.

1 Vision
"To become Vietnam's leading symbol of trust in nutrition and health products that serve
the well-being of people."

2.1.2 Mission
Vinamilk is committed to providing the community with top-tier nutrition and quality,
fueled by our deep appreciation, love, and responsibility for human life and society.
 2.2 SWOT Analysis

S W O T

Strong brand Dependence on Boosting exports: Fierce

presence: Vinamilk the domestic Vinamilk has the competition:
stands as one of the market: potential to expand The
most renowned and Vinamilk mainly its export activities, Vietnamese
trusted brands in relies on the especially into new milk market is
Vietnam's dairy Vietnamese and developing facing intense
industry, offering a market, which markets, leveraging competition
range of products poses risks with its reputation and from both
that resonate with economic product quality. domestic and
consumers. fluctuations and international
Meeting consumer
political factors. companies,
Achieving reliability trends: Vinamilk
requiring
and high quality over Limited product has the opportunity
Vinamilk to
an extended period, range: Although to cater to the
maintain its
Vinamilk invests in Vinamilk boasts growing demand
competitive
cutting-edge a diverse product for functional
edge and
technology and portfolio, its foods, lactose-free
create a unique
manufacturing mainstay is milk milk, organic milk,
proposition.
processes to ensure and dairy-related and other
the excellence and products, which convenient milk Market and
safety of its products. could be a varieties. regulatory
limitation when changes: Shifts
With a Expanding product
competing with in regulations
comprehensive diversity: There's a
companies that and the market
distribution network need to develop a
offer a broader could impact
spanning the nation, wider range of
range of Vinamilk's
including both products to
supplies. production and
traditional and online enhance
consumption
channels, Vinamilk competitiveness
activities.
efficiently places its and meet customer
products into the needs. Raw material
hands of consumers. risks: Risks
associated
Investment in with the
research and supply of raw
development: materials.
Vinamilk has heavily
invested in R&D for
technology and new
products, sparking
innovation and
meeting the ever-
growing market
demands.

Table 2 - SWOT Analysis Chart1

 2.3 Company's Operational Strategy

DEVELOPING PRODUCTS AND DELIVERING PREMIUM EXPERIENCES TO

CONSUMERS

- Restructure the product portfolio based on a long-term brand strategy;

- Review product quality and optimize the process for launching new products;

Enhancing the price structure and packaging specifications by channel and region to
optimize the product structure based on market demand and future growth potential.

Developing a new product portfolio in preparation for expanding our range over the next
5 years.

RAMPING UP THE APPLICATION OF TECHNOLOGY IN SUSTAINABLE

AGRICULTURE

Restructuring the organizational business model, focusing on adjusting functional

requirements, capabilities, and evaluating the sales team's performance efficiency.

- We're revamping our distribution structure, focusing on adjusting the roles and activities
of our distributors within Vinamilk's supply chain.

- We're building a strong technological foundation, prepping for projects that will
optimize business operations through automation and data analysis; starting with digital
sales and marketing activities.

- We're ramping up customer support to help our clients navigate tough times, ensuring
the continued import and business of Vinamilk products.

- Tap into opportunities in potential markets through joint venture activities, mergers, and
acquisitions.

- Seek expansion opportunities in markets where we already have a presence, like the
USA, Cambodia, and the Philippines.
BECOME THE DESTINATION FOR TALENT

- Build brand value and lay the groundwork for organizational restructuring, which
includes reevaluating the competency requirements for management positions,
establishing business planning mechanisms, and assessing operational effectiveness.

2.4 Problems based on assessment criteria

Let's say, when the market demand for Vinamilk products exceeds production
capacity. Therefore, Vinamilk needs to assess suppliers to choose one that can meet its
urgent needs. Hence, there's a table and list for supplier evaluation as follows:

Table 3 - List of Suppliers2

 Providing high-quality products from suppliers is a top priority for
Vinamilk in its complete supply chain, so it's crucial to evaluate and select
the best supplier.

Evaluation Dairy Fonterra. Hoogwegt Weighting.

criteria. farm. Internationa
l BV.

Product 5. 4 4 0,6
quality.

Reliability 4 4 4 0,3

Competitive 3 4 3 0,3
pricing

Supply 5 2 3 0,2
capability

Collaborativ 4 3 3 0,2
e relationship

Table 4 - Criteria Evaluation3

 Dairy Farm = 5 x 0.6 + 4 x 0.3 + 3 x 0.3 + 5 x 0.2 + 4 x 0.2 = 6.9

Fonterra scores a 5.8, calculated as 4 x 0.6 + 4 x 0.3 + 4 x 0.3 + 2 x 0.2 + 3

x 0.2.

Hoogwegt International BV = 4 . 0.6 + 4 .0.3 + 3 .0.3 + 3. 0.2 + 3 . 0.2 = 5.7

=> Vinamilk will prioritize the dairy farm as a supplier since it has the
highest score of 6.9 (6.9 > 5.8 and 5.7).

Therefore, Vinamilk should consider choosing Vinamilk Dairy Farm over

suppliers Fonterra and Hoogwegt International BV based on this crucial
calculation method. The total score of Vinamilk Dairy Farm is higher than that
of Fonterra's, making it a more advantageous choice for the company in this
urgent situation.