Table of Contents
1.0
1.1
1.2
Competitors................................................................................................. 4
1.3
Products...................................................................................................... 5
1.4
1.5
Market Share............................................................................................... 7
1.6
Competitive environment...............................................................................8
1.7
2.0
3.0
3.1
3.2
3.3
Unemployment........................................................................................... 12
3.4
Exports..................................................................................................... 13
3.5
Effects of Recession..................................................................................... 14
4.0
Sustainability............................................................................................................15
5.0
Conclusion................................................................................................................16
6.0
References.................................................................................................................17
Manufacturing and supply milk, processed milk and others beverage and processed
dairy food.
Raising cow milk, supply breeding cattle and breeding technology and facilities.
Producing and supply plastic products and packages.
Health care service
Real estate business
Supply logistics service.
Based on those activities that Vinamilk work on, there are some main business areas
such as: Vinamilk is the manufacture, trading of milk and other dairy products in Vietnam. It
was founded in 1976 under the name of Southern coffee-Dairy Company. Vinamilk started
from a small scale dairy operation, which mostly have infant formula powered milk (Hayes,
2007). After that, company rename in 1978 and the last once is in 1993 with the name
Vietnam Dairy Company.
Depend on UNDP (2007); Vinamilk was awarded about the WIPO Trophy for
Innovative Enterprises. In the same year, top Vietnamese dairy company is Vinamilk, which
make profit of 923 billion dong in the first 11 months (Vinamilk profit exceeds target, 2008).
In 2010, the first company was achieved in 200 top performing small and mid-sized
companies with annual revenue under US$ 1 billion, is Vinamilk.
1.2 Competitors
1.3 Products
18%
Nestle
Hanoi Milk
3%
3%
5%
7%
39%
Mead Johnson
Fonterra
F&N Vietnam
24%
Others
20%
24%
Mead Johnson
Friesland
8%
Nestle Vietnam
19%
14%
Others
15%
nutritional quality by international standard. That is the reason why Vinamilk as a leading
brand in dairy industry in general and milk industry in particularly.
For detail, Vinamilk customers quite diverse: Liquid milk segment of Vinamilk
include a lot of product lines that have ability to meet needs and requirements of various and
large number of consumers, such as: UHT 100% non-fat fresh milk for people who are diet or
want to avoid fat, fresh milk plus calcium low fat for lack of calcium or overweight people,
etc.
There are various locations where Vinamilk are manufactured. It is as shown in the
map mentioned below:
16%
5%
5%
Mocchaumilk
39%
Hanoimlik
IDP
10%
others
25%
increase in milk materials, milk powder, sugar price then the demand of milk will decrease.
Therefore the curve will move from D1 to D2 (Figure 4). Conversely, if the price of raw
materials is reduced then the demand of milk will increase. Therefore, the curve will move
from D1 to D2 (Figure 5). The demand of milk will also depend on the number of people
who will prefer TATA Motors as compared to other companys cars available in the market.
10 9
11
Economies of scale are a term that refers to the reduction of per-unit costs through an
increase in production volume. (Allan Layton, Tim Robinson & Irvin B. Tucker, 2009)
Production Cost estimate by two factors: fixed costs and variable costs. It mainly
depends on three main factors: Land, Labor and Capital (Okpighe S. O., 2015). For the case
of Vinamilk, land, labor and capital being used will be included in the fixed costs. In detail,
Vinamilk fixed cost included: tangible fixed cost (Land use right, Software) and intangible
fixed cost (Building and Structure, Machinery and Equipment, Livestock, Motor vehicles).
The variable costs of Vinamilk will include raw materials, package and employees.
These fixed costs will be affected by the increase or decrease in sales of the company.
Vinamilk invested 2.9 VND billion in 2009 for upgrade and maintenance. Therefore, the
assumption is made that Vinamilks expense on upgrade and maintenance software will
increase at rate of 20% from 2009 (Annual report, 2010). It means sale of the company is
increasing. Variable costs will depend on output. More people will be employed with increase
in production and less with the decrease in production.
12
13
diminished to 2.3 million in 2006 from 1 million in 2014. In Vietnam, the unemployment rate
measures the number of people actively looking for a job as a percentage of the labor force.
2.5
1.5
Column1
1
0.5
0
2006
2007
2008
2009
2010
2011
2012
2013
2014
milk.
The
Company
still
maintains
exports
to
its
traditional
markets in Middle East and South East Asia, neighboring Cambodia, Laos and looks for new
markets in Africa and Central America. According to market research company Nielsen,
Vinamilk takes the lead in sales and revenue in the group of fresh milk brands in Viet Nam.
Table 1:
14
15
international market of Vinamilk. Furthermore, there are a lot of competitors in the market;
company is successful in satisfying the customers needs, therefore, the demand of product
can increase. Thus, it would be challenging environment for Vinamilk in the future years.
4.0 Sustainability
With its legitimate interests and practical activities, Vinamilk has been known as the
"Brand for the Community". The concept of sustainable development defined by common
consent: "Sustainable development is the development that meets the present needs without
compromising the ability of future generations to meet their own needs." (Brundtland
Commissio)
As one of the leading companies in Vietnam, Vinamilk is highly aware of its influence
to the community and the sustainable development of the society. They understand that the
success of a business is reflected in not only its financial performance in each annual report
but also, and more importantly, in the prominent and sustainable values that it could bring to
people.
Vinamilk invest in intellectuality and health is invaluable investment for human. Thus,
Vinamilks product is a long-term commitment to international quality standards. In 2014,
Standard and Poors (S & Ps) put Vinamilk into the list of 100 Asean largest enterprises on
capitalization value with the recognition of revenues in 2014 reached VND35,800 billion.
This success demonstrates strong and stable potential of Vinamilk in the investment strategy
of comprehensive development, toward one of the 50 largest dairy companies in the world
with revenues of USD3 billion in 2017 (Vinamilk annual report, 2014).
Top priority of Vinamilk is identifying food safety, they guarantee that each of its
products is the best result of a closed-loop production cycle which meets one of the most
rigorous requirements for the quality, including:
Explicit
and
thorough
informati
on fo
rconsume
r
16
Research
and
design for
sale and
nutrtious
products
Managem
ent and
Quality
control in
complianc
e with the
ISO
standard
Safe
materials
Modern
equipment
and
technologi
es
5.0 Conclusion
In this business study, I have analyzed about the macro and micro economics of
Vietnam dairy products joint stock company (Vinamilk). Micro and Macro factors a very
important part for economic analysis of a particular company. I choose Vinamilk because of
its strong position in the market. Vinamilk is the leader in Vietnam dairy industry and they
has the appropriated strategy to maintain the market position and get the high growth in the
net sales by building the new factories to expanding the capacity, invest strongly in material
resources both in Domestic and foreign country, widen the distribution channel to approach
new customers, by doing that Vinamilk can save the cost of goods sold and take the
advantages of economic of scale.
17
6.0 References
Allan Layton, Tim Robinson & Irvin B. Tucker. (2009). Economics for Today. South
Melbourne: Thomson.
Annual Report. (2014). Retrieved April 28, 2016, from Vietnam Dairy Product Joint
Stock Company: http://vinamilk.com.vn
Hayes, D. (2007). Vinamilk performs. In Dairy Industries International (Vol. 72,
pp. 26-27).
Hayes, D. (2008). Vinamilk profit exceeds target. In Dairy industries International
(Vol. 73, p. 11).
Okpighe. (2015). The Seven Factors of Production. British Journal of Applied
Science & Technology, 3-5.
Okpighe, S. O. (2015). The Seven Factors of Production. British Journal of Applied
Science & Technology, 217 - 232.
Saenger, C., M. Qaim, M.Torero, A. Viceisza. (2013). Contract farming and small
holder incentives to prduce high quality: Experimental evidence from the
Vietnamese dairy sector. Agricultural Economics, 101-104.
Sustainable development. (2013). Retrieved April 29, 2016, from Vietnam Dairy
Product Joint Stock Conpany: http://www.vinamilk.com.vn
Vietnam Dairy Product Joint Stock Company. (2007). Financial Content. Retrieved
April 30, 2016, from Vinamilk: http://www.vinamilk.com.vn
Vietnam Inflation Rate. (2014). Retrieved April 29, 2016, from Trading Economics:
http://www.tradingeconomics.com/vietnam/inflation-cpi