Research the level of customer satisfaction with Hanoi beer products

I,Introduction
1, Background of topic
Today's Vietnamese beer market is gradually recovering after the Covid 19 pandemic
Beer market share in the F&B industry is gradually recovering
Habeco lost its market share after Covid and fell behind, losing its leading position in the Vietnamese beer
market and being surpassed by Sabeco.
2, Reason why choose topic
- Marketing research issues
"Research on customer satisfaction level of Hanoi beer products"
➔ Draw out the reason why Habeco's market share decreased and lost its leading position in the beer
industry
+ Research reason:
Beer industry market share
Today's Vietnamese beer market is gradually recovering after the Covid 19 pandemic, experts say Analyst
at MSB Securities Company believes that tourism and entertainment activities is reopening. Vietnam is a
country with a fertile and exploitable market F&B industry including the beer and wine market.
Choosing to research Hanoi Beer products based on the revenue of Habeco Beer and Alcohol Company has
been decreasing continuously from 2019 until now. Hanoi Beer is gradually losing pepper market share
beer consumption and from being the market leader, Hanoi Beer is now only ranked in the top 3 market
share in Vietnam's beer industry today.
Revenue+
Revenue in 2019 decreased by more than 16% over the same period.
In 2021, the Covid 19 pandemic broke out at the end of April, coinciding with summer, so Hanoi Beer's
profits decreased significantly over the same period.
At the end of the first quarter of 2022, Habeco has been pushed to the top position by Sabeco, leaving a big
gap.
Customers
Because users with good income or more tend to use these products high-end, small-capacity bottles and
more attention to product packaging. Meanwhile, these Characteristics that used to be strong points of
Hanoi Beer 450 ml bottle such as large capacity and average price Traditional brands are no longer suitable.
3, Objective of research
- Objectives of the study
+ Overall goal: level of satisfaction with habeco beer products
+Detailed goal: Level of preference for products available on the market
+ usage needs
+ How customers buy products
II,Overview of Habeco enterprise
1, Overview of the business and problem identification
- Overview of the business
- Business form
-Field of activity
2, Products and services
3, Resulf of other author
- Why is the price of habeco beer cheaper than other products on the market, but customers buy less
than similar products with higher prices?
- Why did Habeco enter the market the earliest and longest, in the initial stage it always ranked first
in market share, but why did the 2019 - 2021 revenue drop the lowest in the beer industry market?
- Why has Habeco established itself in the hearts of customers as Hanoi's oldest beer?
III, Data source
1. Identify data sources and types
- Secondary data:
+ inside the business: business reports...
+ outside the business: customer reviews and comments,...
- Primary data: questionnaire survey
2. Information collection method
- Document research methods
IV, Findings
Analyzy and answer rearch question
V, Solutions, Recommendations, Implications
VI, Conclutions
Repeat the answer of research question