Nhóm 7 : EBBA 11.

- Nguyễn Duy Quang – 11196298

- Ngô Hồng Ánh Quỳnh – 11194471
- Lê Thanh Ngọc – 11193773
- Phùng Trà My – 11193521
- Trịnh Quế Lâm – 11192669
- Vũ Thị Nguyệt – 11193928

VISSAN: VITALITY OF THREE YELLOW APRICOT FLOWERS

CASE STUDY

I. Macro Environment

General Factor Evidences Assessment

Economic Collapse of the Soviet Union and Vissan has been constantly adapting to
Eastern European countries changing circumstances, maintaining the
brand image expanding its business,
achieving remarkable financial results and
Expansion of the market
maintaining a notable position on the
World pig meat output is forecast to fall domestic markets.
due to the spread of the African swine
fever virus (ASF)

Demands for processed meat in

Vietnam will be increasing.

Legal Strict international quality management ISO 9001: 2015 standards are applied,
standards such as ISO, GMP, HACCP,… brings high-quality products to customers.
acquired by the company. To acquire all the strict qualities they have
to fully control the stages of food supply
VISSAN has conferred the certification chains, ensuring food safety, and provided
of ISO 9001: 2015 by BSI markets with high-quality products
The policy of government help it from
the state-owned company become join Makes the company grow in a professional
stock company way.

Social The Company has to try solving social They try to raise awareness about the

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 issues, such as the use of fresh meat danger of using fresh meat right after
right after slaughtered in Vietnam. This slaughtered. Which will boost the demand
leads to the proportion of processed for processed meat.
meat products accounts for only about
9% of total meat production. The Company's employees have
volunteered to contribute VND 2,750
Protecting the environment and billion to the "Satra for home islands and
meeting customer concerns. And also sea" program and VND 500 million for the
responsible for price stabilization. charity social funds.

Demographic Despite the growth of the retail section VISSAN's products are distributed both
in Vietnam’s economy, most consumers, through traditional channels such as
especially from the rural areas, are still owned stands tin the market and
fond of buying unprocessed meats from
wholesale stores, and through modern
markets or slaughter house
retail channels such as supermarkets, mini
Traditional channels account for 83% supermarkets and food stores in HCMC.
of FMCG sales, including foods, but
Vietnam's modern store network has VISSAN is promoting sales through modern
grown strongly in number in the last retail systems which have been heavily
few years. invested in recent times, typically systems
of food stores and convenience stores of
Satrafoods, Co.op Food, Vinmart, Vinmart
+, Green Department ... VISSAN has a
wide distribution channel with a network
of 130,000 points of sale on traditional
channels, more than 1,000 on
supermarkets, convenience stores and
nearly 50 showrooms nationwide

Technology
VISSAN has a campaign to show the Campaign supplying fresh and processed
importance of using clean meat name: foods with high quality and food safety to
"clean from farm to table" the market.

The Company had equipped its facilities The production of the products includes
with modern machines and new large-scale of modern equipment and
technology with ISO/IEC 17025 closed technologies, with variable storage
standard certificate. areas, vast slaughter machine systems,
sterilized sausage production line,... which
ensure the quality for the products and
also the efficiency in producing for the
company

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 II. Industry – Environment

Industry Evidences Assessment

Factor
New Entrants Massan MEATLife Company: prepared These companies can be tough challenges
for the penetration in a closed for VISSAN company because they can
production chain from animal feeding, create a surge in the meat and meat-
processing to processed foods retailing; processing business. Especially is Masan
established Masan NutriFarm Company company: with chains of retail stores, they
with a large-scale animal feeding can sell products more easily.
factory and a pig raising farm in Quy
Hop, Nghe An; has enormous retail and
distribution points.

Mavin Company: a new brand in the

meat processing industry in Vietnam.
Built and developed a closed business
process "From Farm to Dining Table",
high-class products.

Gia Lai Livestock Joint Stock Company

on June 20, has added pig breeding and
pig seeding in its business registration.

Substitutes Frozen-fresh meats, beef, fish. Canned With the diversity of products,
products, processed vegetable convenience and high-quality products of
products, sausage, shrimp, liver pate, VISSAN, the pressure from these
etc substitutes is not great because the
products VISSAN are producing and
trading are outstanding in providing
essential nutrients for the human body.
However, VISSAN still needs to update
their products, enhance brand’s awareness
to compete with other companies.

Suppliers The demand for processed meat in Create a surge in the meat and meat
Vietnam will be increasing processing business, especially when

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 Masan has big advantages in production
There are currently only about 30 capacity.
companies that have modern meat
processing plants with a total capacity Input materials and feed affect production,
of less than 500,000 tons / year in the if they are stable businesses do not face
country. In which, there are few many difficulties in increasing output to
processing companies with a capacity of best meet domestic demand.
over 10,000 tons of meat / year Breeding is slow to recover, the re-herding
takes time, leading to a shortage of pig
supply, which makes the pig price slightly
escalate

In the future, the food production and

processing business is increasingly
developing, the consumption network can
expand to overseas markets and will
diversify and improve the products.

Buyers It is expected that by 2025, half of the Along with the development of
daily meat will be consumed by supermarket chains and the context of
Vietnamese people in the form of dirty meat and poor quality meat is
processed products. The demand at rampant causing public concern, the
that time required 2.5 million tons of demand for processed meat in Vietnam
processed meat products per year, will be increasing.
which is 5 times higher than today
Meat processing is a very promising
Vietnam produces 5.2 million tons of industry for investment
live meat (equivalent to 3.5 million tons
of slaughtered meat each year), the
proportion of processed meat products
accounts for about 9% of total meat
production

Rivalry Many companies are currently Duc Viet Food Joint Stock Company;
operating in the industry of meat Dabaco; CP Vietnam Company; Mavin
processing in Vietnam: Food Joint Venture Company;
Duc Viet Food Joint Stock Company Masan; Gia Lai Livestock Joint Stock
built a meat processing plant in Company…
Vietnam, launched the first batch of
sausages in 2000.

Dabaco's meat processing plant in Bac

Ninh has only been in operation since
2010 but has gained its position and

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 brand in the food industry in Vietnam.

CP Vietnam Company cooperates with

chicken farms and farmers by providing
breeds, feed, veterinary medicine,
technology, then buying products at
stable prices.

Mavin Food Joint Venture Company,

specializing in manufacturing products
made from meat such as ham, sausage,
bacon ... is a new brand in the meat
processing industry in Vietnam.

Masan - a French consortium has

prepared for the penetration in a closed
production chain from animal feeding,
processing to processed foods retailing.

III. Competitors

KSF Service quality Innovation Distribution Leadership

channel

Duc Viet Provides thousands of The first company to built

Distribution Established in
Food tons of fresh sausage a meat processing plant system has 2000.
Joint and high-quality in Vietnam, launched the spread
Stock processed foods. nationwide, but In 2016, Duc
first batch of sausages in Viet officially
Compan mainly in cities
Meet the German 2000 merged into a
y and big cities
standards and 30 other member of
Duc Viet continues to be Deasang Group-
provinces and
Have prefered flavor by ranked top 500 of the Korea.
cities in the
Vietnamese consumers most growing enterprises
country.
in Vietnam for the 6th
Including many
time in 2016
distribution
channels such as
large
supermarkets

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 such as Metro
Big C,
restaurants,
hotels, school,…

Dabaco Supplied more than 20 Has a chicken slaughter Distribution A

types of meat-processed line imported from system iclude multidisciplinary
products to the market Denmark market, corporation
supermarket, since 2010, in
Large scale and modern stores and which the main
equipment, ensuring distribution fields are
veterinary hygiene agencies. producing
standards and food animal feed,
safety in accordance livestock breeds,
with the laws and HACCP poultry and food
standards processing..

CP Holds about 22% market Cooperates with chicken More than Belonging to
Vietnam share of industrial farms and farmers by 10,000 retail Charoen
Compan chicken, 16% of providing breeds, feed, outlets and Pokphand
y industrial chicken eggs veterinary medicine, stores across the Thailand Group
and about 7% of pork in technology, then buying country under
Vietnam. products at stable prices. the CP Fresh
Mart and CP
CP’s plants are ranked CP's strategy is to Kiosk brand
most modern in the develop the livestock names.
North industry in a closed chain
of seeding, feeding and
Industrial processes for processing.
poultry slaughtering and
meat processing

Many high-class
Mavin Manufacturing products Built and developed a Mavin Group
products of
Food made from meat closed business process was formerly
Mavin Company
Joint "From Farm to Dining known as
are in the menu
Venture Table", following the Austfeed Joint

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 of 5-star hotels.
Compan standards of developed Venture
y countries. Other product Company, a joint
lines of Mavin venture project
appeared in the between
stands of Vietnam and
supermarkets, Australia.
stores and
distribution
agencies.

Masan A large-scale animal By buying VISAN's shares, big advantages in A French

feeding factory and a pig Masan can create a surge production consortium buy
raising farm in Quy Hop, in the meat and meat capacity, 24.9% of shares
Nghe An. Masan processing business, distribution of VISSAN after
towards create a surge especially when Masan coverage of acquiring two
in the meat and meat has big advantages in 240,000 retail animal feeding
processing business production capacity. points and 2,000 companies:
from animal feeding, distribution Anco and
processing to processed points. Proconco
foods retailing.
In July 2016,
Masan
established
Masan
NutriFarm
Company

Gia Lai Cultivation of crops, Established in

Livestock livestock services, 2014, based in
Joint processing of meat and Pleiku City.
Stock meat products,
Compan production of animal
y feed and breeding of
cattle related products.

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