DO THI NGOC ANH

IFF 4-1
 WHAT IS SWOT?

• A model that analyzes an organization's

strengths, weaknesses, opportunities and
threats to create the foundation of a
marketing strategy.
• Takes into account
– what an organization can and cannot do
– any potential favorable or unfavorable
conditions related to the company's
products or services.
 WHAT IS SWOT?
• Strengths and weaknesses are
internal factors.
• Opportunities and threats are
external factors.

• Main purpose: to add value to our

products and services
 recruit new customers,
 retain loyal customers,
 and extend products and services
 SWOT ANALYSIS OF VINAMILK
• Vietnam Dairy Products (Vinamilk) is
Vietnam's largest food processor and
deals in a wide variety of dairy
products, including milk and yogurt

• Consumption market:
• Mainly domestic market, accounting
for 80% of total revenue.
• Overseas market accounted for 20%
of sales, mainly exported to
countries in the Middle East,
Cambodia, Philippines and Australia.
SWOT Analysis

STRENGHTS WEAKNESSES
• Brand name • Heavy dependence on foreign supply for 70% raw
• Technology and machinery materials
• Strong distribution system • Mainly focus on the domestic market.
• Customer loyalty • Livestock productivity is lower than that of the
• Financial leverage world
• Good management capacity. • High price of raw milk affects profit.
SWOT
OPPORTUNITIES THREATS
• Government preferential policies for the dairy • Increasing strong competitors
sector
• Supply of raw milk is not ensured.
• Potential of milk market in Vietnam
• Psychology of using foreign goods of the
• High potential customer demand Vietnamese.
• Weakened competitors • Price stability and raw material supply
• Expanding international market and scope of depends on world economy
activities.
1. Introduction 4. Four
2. SWOT 5. Five
3. Three 6. etc

5
 STRATEGY
• Vinamilk faces stiffer competition
– from foreign rivals, such as Dutch Lady and
Japan's Meiji,
– from new domestic producers, including TH
Group and Ba Vi.
• Vinamilk's CEO "If we can do better
than rivals, headwinds will turn into
opportunity"
• Committed to sustainable
development, Vinamilk has invested
significantly on material area to reduce
its vulnerability to foreign supply

 Vinamilk uses a strong home market as an overseas springboard