ASSIGNMENT 2 FRONT SHEET

Qualification BTEC HND in Business

Unit number and

Unit 2. Marketing Processes and Planning
title

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1. Trần Thị Yến Vi Vi

2. Nguyễn Thái Dương Duong

3. Phạm Hà Phương Phuong

4. Nguyễn Đăng Huy Huy

 5. Nguyễn Hoàng Quốc Đạt Dat

6. Nguyễn Thị Khánh Vân Van

Class MA07202 Assessor name Ngô Thế Nam

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false
declaration is a form of malpractice.

P3 P4 P5 M3 M4 M5 D2 D3 D4
 OBSERVATION RECORD
Student 1 Trần Thị Yến Vi

Description of activity undertaken

- Identify and compare the 7PS marketing mix between Vissan and competitor CP Foods
- Evaluate the company's 7Ps mix. Strengths and weaknesses of the company's 7Ps mix
- Analyze the company's Marketing environment
- Analyze the Macro Micro environment and point out opportunities and challenges for businesses

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Vi Date: 02/08/2024
signature:

Assessor
Date:
signature:
Assessor
name:

Student 2 Nguyễn Thái Dương

Description of activity undertaken

- Set the company's future marketing goals

- Use SMART to evaluate goals
- Explain marketing goals in relation to the company's mission, strategy and business goals.

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Duong Date: 02/08/2024
signature:
Assessor
Date:
signature:

Assessor
name:

Student 3 Phạm Hà Phương

Description of activity undertaken

- Analyze the current market in which the company operates

- Find reports by industry/market
- SWOT
- Develop a strategy implementation plan: activities, timeline, activities, responsible departments, and
costs of implementing the plan

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Phuong Date: 02/08/2024

signature:

Assessor
Date:
signature:

Assessor
name:

Student 4 Nguyễn Đăng Huy

Description of activity undertaken

- Target strategy, Differentiation strategy

- 7Ps mix for the company: Product, Price, Place

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Huy Date: 02/08/2024
signature:

Assessor
Date:
signature:

Assessor
name:

Student 5 Nguyễn Hoàng Quốc Đạt

Description of activity undertaken

- Target strategy, Differentiation strategy

- 7Ps mix for the company: Product, Price, Place

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Dat Date: 02/08/2024
signature:

Assessor
Date:
signature:

Assessor
name:

Student 6 Nguyễn Thị Khánh Vân

Description of activity undertaken

- Implementing the COMMUNICATION plan: Communication goals, Target audience,

Frequency and level of reach, Communication channels, Control and measurement methods,
Costs
Assessment & grading criteria

How the activity meets the requirements of the criteria

Student Van Date 02/08/2024

signature:

Assessor Date
signature:
Assessor
name:
❒ Summative Feedback: ❒ Resubmission Feedback:

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 Table of Contents
I. Introduction................................................................................................................................................14

II. VISSAN COMPANY LIMITED............................................................................................................14

1. General introduction..............................................................................................................................14

2. The 7Ps Marketing Mix.........................................................................................................................15

a) Product..............................................................................................................................................15

b) Promotion..........................................................................................................................................16

c ) Price..................................................................................................................................................18

d) Place..................................................................................................................................................19

e) People................................................................................................................................................21

f) Process...............................................................................................................................................22

g) Physical evidence..............................................................................................................................24

III. Objective Vissan Company Limited.......................................................................................................25

1. Vissan's Mission....................................................................................................................................25

2. Company Goals.....................................................................................................................................26

3. Medium and Long-term Strategy..........................................................................................................26

4. Marketing Objectives............................................................................................................................27

5. SMART Model......................................................................................................................................27

IV. Marketing Environment and Operating Market......................................................................................28

1. Market analysis.....................................................................................................................................28

a) The consumption potential of Vietnamese people:...........................................................................29

b) Optimistic market signals:................................................................................................................29

c) The difficulties of the meat processing market.................................................................................29

2. Marketing environment:........................................................................................................................30

2.1 Micro environment:.........................................................................................................................30

2.2. Macro environment:.......................................................................................................................33

 2.3 SWOT:............................................................................................................................................35

2.4 Competitors:....................................................................................................................................37

MASAN................................................................................................................................................37

CP FOOD:.............................................................................................................................................38

V. Business strategies....................................................................................................................................39

1.Segmentation strategy............................................................................................................................39

a) Demographics...................................................................................................................................39

b) Geographical location.......................................................................................................................39

2. Vissan company's positioning strategy.................................................................................................39

a) Consumer trends and competitors.....................................................................................................39

b) Vissan's core values and commitments.............................................................................................40

c) Monitor and adjust marketing strategy.............................................................................................41

3. Target Strategy:.....................................................................................................................................41

a) Brands in the market.........................................................................................................................41

b) Revenue and profit............................................................................................................................42

4. Differentiation Strategy.........................................................................................................................42

a) Product Differences...........................................................................................................................42

b) Designs, packaging...........................................................................................................................42

VI. 7Ps...........................................................................................................................................................43

1. Product..................................................................................................................................................43

a) Diversify products.............................................................................................................................43

2.Price........................................................................................................................................................44

a) Pricing Strategy.................................................................................................................................44

b) promotional price..............................................................................................................................44

3. Place......................................................................................................................................................45

a) Distribution channels........................................................................................................................45
 b) Expansion of distribution channels...................................................................................................45

4. Promotion..............................................................................................................................................45

5. People....................................................................................................................................................46

6. Process...................................................................................................................................................46

7. Physical Evidence.................................................................................................................................47

VII. Strategic Plan Board..............................................................................................................................47

Detailed notes for some key activities:.................................................................................................48

VIII. Communication Plan............................................................................................................................49

1. Media objectives...................................................................................................................................49

2.Target audience......................................................................................................................................49

3. Frequency and reach..............................................................................................................................49

4. Media Channels.....................................................................................................................................50

5.Media channels controls and monitoring...............................................................................................51

a) Control Method.................................................................................................................................51

b) Measurement Method.......................................................................................................................52

c) Cost...................................................................................................................................................52

IX. Conclusion..............................................................................................................................................53

X. References................................................................................................................................................54
I. Introduction
In today's competitive business environment, the marketing mix is the most importantthing to achieve
business goals. This report compares and analyzes the application of the 7Ps marketing mix (Product,
Price,Distribution, Perpetuity, People, Process, and Evidence) between Vissan and the company.main
competition. The target is the provision of information for the analysis of the situation and the
development of marketing strategies and marketing strategies for Vissan.

Part A compares how Vissan and its competitors apply the 7Ps, clarifying the strengths, weaknesses,
strengths and advantagesof each strategy. Phan B will present a detailed marketing plan to Vissan. Identify
your marketing goals and align them with your organization's mission and strategy, using SMART criteria.
Vissan's current market analysis uses SWOT along with competitor analysis. Develop a marketingstrategy
with the following factors: target segmentation, positioning, differentiation and marketing mix 7Ps.
Develop a detailed program, identify specific activities, implementation time, who is responsible and
costs. Propose control measures and indicators tomeasure the effectiveness of achieving marketing goals.
Develop a communication plan, including goals, audience, frequency, communication channels, controls,
and costs.

II. VISSAN COMPANY LIMITED

1. General introduction
Vissan Animal Industry Vietnam Joint Stock Company was established on November 20, 1970, operating
in the field of animal husbandry, production and trading of fresh and processed foods. Up to now, Vissan
is one of the leading enterprises in the country's food industry with a nationwide distribution system,
exporting to countries in the region and the world. From the very beginning of its establishment, Vissan
has determined its mission to provide the market with safe, quality, high nutritional value products,
bringing the best benefits to the social community. Pursuing that mission and good values, Vissan is
constantly investing to become the largest food manufacturer, processor and distributor in the country,
reaching out to the region and the world. (Vissanmart, 2006)
2. The 7Ps Marketing Mix

a) Product
Vissan CP Foods
Product Vissan has three sterilized sausage brands C. P. Vietnam's food products are produced
(Vissan, 3 Bong Mai, Dzui Dzui) accounting from the systemstrictly controlled according
for 65% of the market share and exports to to the closed chain principle "Feed-Farm-
Laos and Cambodia. Vissan's sausage Food" includes products: fresh food ,
accounts for 70% of the domestic market processed food , sausage , processed seafoood
share, canned food accounts for 20% of the (CP Foods, 2024). Currently, CPV holds a
national market share. Vissan also develops market share of about 16% of industrial
seasoning products such as seasoning powder, chicken eggs, 22% of industrial chicken meat
pork floss, and instant spring rolls. Vissan and about 7% of pork nationwide. The animal
provides frozen goods with traditional feed market share alone is 19%, equivalent to
products such as spring rolls, grilled spring more than 2 million tons. (CP group, 2017)
rolls, and Asian-flavored dishes such as C.P meets international standards for
dumplings and dumplings, accounting for nutritional needs, safety, high efficiency and
40% of the domestic market share. Vissan's traceability. C.P Vietnam applies quality
sausage products account for 30% of the management systems such as GMP/HACCP,
 national market share and are exported to Global GAP for FEED or UFAS, ISO 9001/
Laos and a number of countries in the ISO 22000, ISO 14001, ISO 18001/SHE...
region.Furthermore, Vissan focuses on quality (Ngoan, 2020)
and food safety, using natural ingredients.
(Vissan, 2019)

In my opinion, CP Vietnam has a more diverse product portfolio, including fresh and processed foods,
while Vissan focuses mainly on processed products and spices. Both companies focus on food quality and
safety; CP Vietnam applies many international standards in the production process, while Vissan focuses
on using natural materials. Vissan holds a large market share in the domestic processed food market, while
CP Vietnam has a strong presence in many different industries, from fresh food to animal feed. Vissan has
an advantage in the processed food industry, especially sausages and sausages, while CP Vietnam stands
out with its product diversity and application of international standards in the production process.

Vissan's strength is its dominance in the domestic market, being one of the leading companies in the
processed food industry in Vietnam. The company holds 70% market share in the sausage segment and
40% in the traditional frozen segment. Vissan's product diversity, including sausages, canned foods,
condiments, and frozen goods, helps the company attract a wide range of customers and satisfy a variety of
needs. Furthermore, the company focuses on food quality and safety, using natural ingredients, which not
only builds reputation but also creates trust from consumers. The export of sausages to Laos and
Cambodia also shows Vissan's ability to expand its market and build its international brand.

However, Vissan also faces some weaknesses. The company depends heavily on the domestic market,
which can lead to risks when this market experiences fluctuations. Despite its large domestic market share,
Vissan currently only exports to a few countries in the region, and failure to expand its export market
could cause the company to miss out on global growth opportunities. In addition, competition in the frozen
and spice industries requires the company to continuously innovate and improve products to maintain its
position. Finally, using natural ingredients can result in higher production costs compared to competitors,
affecting price competitiveness.
b) Promotion
Vissan CP Foods
Promotion Marketing at Vissan businesses plays an CP Foods (Charoen Pokphand Foods)
important role and responsibility in deploys many diverse communication and
promoting the company's growth and marketing activities to promote its brand and
sustainable development, with a focus on products. The company uses advertising on
brand building. Marketing activities help television, newspapers, and digital media
build and strengthen the Vissan brand, such as social networks and websites to
making the brand familiar and trustworthy introduce products and interact with
in the minds of consumers. Advertising consumers. For example, the cooking
campaigns, communications and PR competition "CP - home chef" (Brands
activities all contribute to this goal. Vissan's Vietnam, 2020). Along with that, outdoor
advertisements mainly appear in advertising through billboards, hoardings, and
newspapers and magazines such as: Saigon posters in densely populated areas also helps
Giai Phong Newspaper, Saigon Tiep Thi, increase brand recognition. CP Foods often
Saigon Economic Times, Women organizes promotions at supermarkets and
Newspaper, Lao Dong Newspaper, stores, participates in culinary events and
Vietnam Delicious Food Magazine. On food exhibitions to attract customers.
television, Vissan often has news bulletins Furthermore, the company conducts public
on channels HTV7 and VTV3 with high relations activities to build its brand image,
frequency, creating a strong impression on including articles about product quality, safe
the audience. Outdoor advertising includes production processes, and social
hoardings, posters, banners at points of sale, responsibility. Point-of-sale marketing such
along with a system of cargo trucks with a as attractive product displays and free
prominent three yellow apricot logo, samples are also used to promote purchases.
creating an impression on everyone.
Vissan's website is also an effective
information channel. Although Vissan's
advertising campaigns are not many, the
company's products are mainly known
through product introduction stores, dealer
systems or from articles published in print
 and electronic newspapers (slideshare,
2023).

Marketing activities at Vissan and CP Foods are important in building brands and promoting development.
Vissan focuses on advertising in newspapers such as Saigon Giai Phong Newspaper, Saigon Tiep Thi, and
on television channels HTV7, VTV3, along with outdoor advertising and on the company's website.
Despite few advertising campaigns, Vissan is mainly known for its product launches and newspaper
articles.In contrast, CP Foods deploys more diverse activities, from advertising on television, newspapers,
social networks, to outdoor advertising in densely populated areas. CP Foods also organizes promotions at
supermarkets, participates in culinary events, and carries out public relations activities, building brand
image through articles about product quality and social responsibility. CP Foods' point-of-sale marketing
also stands out with attractive product displays and free samples.In short, while Vissan focuses on
traditional channels, CP Foods has a more diverse and rich communication strategy, including digital
channels and public relations.

Vissan's promotional strategy has many strengths, including the use of a variety of advertising channels
such as newspapers, magazines, television, outdoor advertising and websites. Advertisements on HTV7
and VTV3, along with a system of cargo trucks with the logo of three yellow apricot blossoms, make the
brand easily recognizable. However, Vissan is limited in the number of advertising campaigns and relies
heavily on traditional media, making it difficult to reach young customers using digital platforms. To
improve, Vissan needs to increase the frequency of advertising campaigns and step up its digital marketing
strategy.

c ) Price
Vissan CP foods
Price Most of Vissan's processed and fresh meat CP Food's promotional pricing strategy
products are usually priced relatively high. focuses on organizing seasonal and holiday
The company determines the selling price discounts, such as Tet or Christmas, and
as product cost, quality and income of the providing freebies or discounts for large
target market. At the same time, Vissan orders. The company also applies discounts
also uses a dynamic price adjustment on specific products or when purchased in
strategy (Dynamic Pricing). The company bulk to promote consumption. Promotional
 adjusts prices according to market programs are regularly deployed at
fluctuations. Through research on supply supermarkets, partner stores, and on online
and demand and customer tastes. In platforms . In particular, CP Food also
addition, with Vissan's promotions at focuses on maintaining relationships with
points of sale, customers will be invited to loyal customers through customer cards and
try each new product. In addition, the points programs, and cooperates with other
company also organizes vouchers, gifts, partners to expand the scope of promotions
and discounts in large quantities (Thuong, and attract customers.
2023). (CP Foods, 2024)

Both Vissan and CP Food apply promotional pricing strategies to attract customers and increase sales, but
their approaches are distinctly different. Vissan mainly relies on flexible price adjustment according to
market fluctuations and customer needs, and organizes promotional activities at the point of sale, such as
inviting customers to try new products and giving vouchers and gifts. . Meanwhile, CP Food focuses on
seasonal and holiday promotions, providing discounts on large orders and specific products, while
maintaining relationships with loyal customers through loyalty cards. products and points accumulation
program. Both businesses focus on market research and customer needs, but Vissan stands out with its
flexible price adjustment strategy, while CP Food is strong in timely promotions and customer retention.

Vissan's promotional pricing strategy has many obvious strengths and weaknesses. In terms of strengths,
Dynamic Pricing helps Vissan respond quickly to market fluctuations, optimizing revenue by applying
appropriate prices for each time and customer group. Point-of-sale promotions such as invitations to try
new products, vouchers and gifts help increase customer experience and attract new customers. However,
this strategy also has weaknesses. Continuously adjusting prices requires complex data management and
analysis systems, which can cause confusion and loss of trust among customers if prices change too
frequently. Promotional activities at the point of sale require high costs and can only reach a certain group
of customers, and cannot expand the reach like online promotional campaigns.

d) Place
Vissan CP Foods
Place Vissan's distribution system is not only CP Foods applies a price segmentation
expanding domestically but also abroad. strategy to meet the diverse needs of
 Domestically, the company has a large customers. They provide high-end products at
network with 1,000 sales points, 50 high prices for high-income customers, mid-
showrooms and 800 agents in Ho Chi range products at affordable prices for
Minh City as well as other provinces. In middle-income customers, and low-cost
Hanoi and Da Nang, Vissan products are products to serve the needs of customer
distributed in restaurants, hotels, groups. price sensitive. In this way, CP Foods
supermarkets and schools. The dealer not only segments based on quality but also
network is tightly arranged, about 1km based on packaging and product size, helping
apart to reduce competition and easily them stay competitive and serve all market
conduct customer demand research and segments well. (Brands Vietnam, 2024)
promotional programs. Abroad, Vissan has
a representative office in Cambodia and a
distributor in Laos, and exports processed
meat products to many international
markets such as Australia, North America,
Russia, Germany, Korea, and Taiwan. ,
Singapore and Southeast Asian countries
(Thuong, 2023) .

Compared to Vissan, CP Foods demonstrates a clearer price segmentation strategy to meet the diverse
needs of customers. While Vissan focuses on expanding its domestic and international distribution system,
with a wide network of agents and sales points, CP Foods adjusts product prices according to different
income segments, from High-end to cheap. Vissan focuses on developing a tight and effective distribution
network, while CP Foods focuses on price segmentation strategy to serve all customers well. Although
both have broad distribution and market access strategies, CP Foods stands out for its application of price
segmentation to maintain competition and serve diverse market needs.

Vissan has a strong distribution system both domestically and internationally. Domestically, with 1,000
sales points, 50 showrooms, and 800 agents, the company has a widespread presence and effectively
reaches customers. Vissan products also appear in supermarkets, restaurants, hotels, and schools in Hanoi
and Da Nang, helping to increase brand recognition. The dealer model is located 1km apart to help reduce
internal competition and support demand research and promotion programs. Vissan also expands the
international market with a representative office in Cambodia and a distributor in Laos, and exports to
many countries such as Australia, North America, Russia, Germany, Korea, Taiwan, Singapore and
Southeast Asia. However, managing a large distribution system can make it difficult to maintain consistent
quality. International expansion requires companies to face cultural challenges, legal regulations and
international competition, leading to high costs and complexity. In addition, although arranging agents
1km apart helps reduce internal competition, dense distribution can still cause unwanted competition
between sales points and affect promotion effectiveness.

e) People
Vissan CP Foods
People Vissan Company's people strategy focuses The people strategy of Joint Stock Foods
on developing employee capacity, Company (Charoen Pokphand Foods) focuses
recruiting and retaining talent, building on developing employee capacity, recruiting
corporate culture, taking care of employee and retaining talent, building corporate
welfare, and promoting innovation. Vissan culture, taking care of employee welfare, and
focuses on training and developing promoting innovation. newly created. The
employees through internal and external company invests in technical and soft skills
programs, while establishing a clear training, provides clear advancement paths,
promotion path. The company applies and applies advanced recruitment processes to
modern recruitment methods to find talent, attract and retain talent. CP Foods creates an
provide attractive remuneration and create open, transparent, and mutually respectful
a good working environment to retain good working environment, with core values such
employees. Vissan's corporate culture is as responsibility, creativity, and collaboration.
built on a friendly, open, and mutually The company provides competitive
respectful working environment, along compensation, health insurance, social
with core values such as honesty, insurance, and periodic health care. In
responsibility, and creativity. Regarding addition, CP Foods encourages creativity and
benefits, the company provides investment in new technology to improve
competitive compensation and benefit work efficiency (CP Foods, 2022).
policies such as health insurance, social
insurance, and periodic health care. In
 addition, Vissan encourages employees to
propose new ideas and apply innovations
to work, while investing in new technology
and techniques to improve work efficiency
and develop the business. These strategies
help Vissan not only grow its business but
also create a professional, engaged and
creative workforce (Vissan, 2023).

Both Vissan and Charoen Pokphand Foods (CP Foods) have human resource strategies focused on
developing capabilities, recruiting and retaining talent, building corporate culture, taking care of welfare
and promoting innovation. Vissan focuses on internal and external training, with a clear promotion path,
and creates a friendly and open working environment. CP Foods invests heavily in skills training and
applies advanced recruitment processes, emphasizing transparency and collaboration. Both offer
competitive compensation, health insurance, social insurance and regular health care. Vissan and CP
Foods both encourage innovation and invest in new technology to improve work efficiency. However,
Vissan may excel in creating a friendly working environment, while CP Foods may be stronger in its
recruitment process and investment in technology. Overall, both companies achieved their goal of building
a professional, engaged and creative workforce, helping them grow their businesses sustainably.

The strength of Vissan's human resources strategy is to focus on employee development through training
and promotion, attracting and retaining talent with attractive remuneration policies, and building a positive
corporate culture with values such as loyalty real and creative. The company offers competitive benefits
and encourages innovation, along with investing in new technology. However, this strategy also has some
weaknesses. The cost of training and developing employees can be high, and companies need to weigh this
investment against the benefits. Retaining talented employees can be difficult in a competitive labor
market. If the performance appraisal and promotion system is unclear, it can lead to dissatisfaction and
lack of motivation. Finally, the pressure from promoting innovation can increase the pressure on
employees, especially if there is not enough support and training to adapt to changes.

f) Process
Vissan CP Foods
 Process Vissan Company focuses on providing CP Foods Company (Charoen Pokphand
high quality products and best services to Foods) has built a comprehensive service
customers through effective service process strategy to provide the best products
process strategies. Vissan is committed to and services to customers. The company is
ensuring food safety and high quality by committed to providing safe and high quality
using fresh, clean ingredients and food by complying with international
following strict production processes. The standards and using advanced technology in
company is constantly diversifying production. CP Foods continuously develops
products to meet customer needs, including and diversifies its product portfolio to meet
fresh meat, processed meat, frozen and the diverse needs of global customers. At the
prepared foods. To improve customer same time, the company focuses on
service, Vissan listens to feedback, quickly improving customer service, from listening
resolves issues, and invests in employee and quickly responding to requests, to
training. Extensive distribution system and providing thoughtful after-sales service. A
application of modern technology help the large and effective distribution system helps
company improve efficiency, reduce errors CP Foods reach customers quickly and
and meet market needs. Vissan is also conveniently. In addition, the company
committed to protecting the environment applies modern technology in supply chain
through sustainable production processes, management and production processes to
waste reduction and efficient use of enhance efficiency and reduce costs. CP
resources. Foods is also committed to sustainable
development by applying environmental
protection measures, using resources
efficiently and participating in social
responsibility activities.(CP Foods, 2021)

Both companies are committed to ensuring food safety, diversifying products, improving customer service,
building a widespread distribution system, applying modern technology and sustainable development.
However, CP Foods has global scale and reach, adheres to higher international standards, and has greater
resources to invest in advanced technology. In contrast, Vissan mainly focuses on the Vietnamese
domestic market, complies with domestic and regional standards, and focuses on sustainable development
suitable to domestic conditions. These strategies help both companies maintain and strengthen their
positions in the food industry, with unique strengths tailored to each target market.

Vissan Company has many strengths in its service strategy, including commitment to high quality and
food safety, product diversification, dedicated customer service, extensive distribution system, and
application of technology. Modern and committed to environmental protection. However, Vissan also
faces a number of weaknesses such as limited scope of operations mainly in the domestic market, smaller
scale and resources compared to international corporations, and difficulty in meeting standards.
internationally, strong domestic competition and limited ability to adapt to market changes. These factors
require Vissan to continuously improve and overcome to maintain and develop sustainably.

g) Physical evidence
Vissan CP Foods
Physical Vissan's Physical Evidence strategy CP Foods' Physical Evidence strategy focuses
evidence focuses on creating physical elements to on creating physical elements so customers
enhance customer perception and can feel the quality and value of the product.
perception of product quality and value. First of all, CP Foods' product packaging is
An important highlight is the product designed to not only protect the product but
packaging, with a design that not only also attract customers' attention, with eye-
protects but also attracts customers' catching images and detailed product
attention, demonstrating sophistication information. The company also focuses on
through materials, images and printed product quality and origin, providing clear
information. Vissan also focuses on information about the origin and production
providing clear information about product process, ensuring transparency and trust from
quality and origin, including quality consumers. At points of sale, CP Foods
certification and production processes, to ensures that products are presented
create trust with consumers. At points of scientifically and attractively, with signs and
sale, the company ensures that product decorations that truly reflect the quality and
layout, signage and decoration reflect the reputation of the brand. CP Foods' advertising
quality and reputation of the brand. In and marketing activities are also designed to
advertising and marketing activities, demonstrate the high quality of the products
Vissan maintains synchronization with the and be consistent with the brand message.
product's message, demonstrating the high Customer service is an important part of this
 quality of the brand. Finally, customer strategy, with professional and friendly
service, with its professionalism and support creating a good impression of the
friendliness, also contributes significantly brand. (CP Foods, 2024)
to building a positive impression of the
brand. These factors combined not only
strengthen the image and trust of
customers but also help Vissan stand out
from its competitors. (baocaothuongnien,
2022)

The Physical Evidence strategies of Vissan and CP Foods both aim to increase customer awareness and
perception of product quality and value, but each company has its own emphasis. Vissan focuses on
sophisticated packaging design and providing clear information about product quality and origin. At the
point of sale, Vissan arranges products and decorations that reflect brand reputation, while maintaining
professional and friendly customer service. In contrast, CP Foods focuses on eye-catching packaging and
transparency about product origin. The company displays products scientifically and attractively at the
point of sale, synchronizes advertising and marketing with the brand message, and provides professional
and friendly customer service. Both strategies help strengthen image, customer trust and highlight the
brand in the market.

Vissan's Physical Evidence strategy has many strengths, such as sophisticated product packaging and clear
information about quality, creating trust with consumers. Professional product display at the point of sale
and friendly customer service contribute to building a positive impression. However, this strategy also
faces weaknesses such as high investment costs, dependence on supply chain synchronization and limited
accessibility in different regions. Competitors also invest heavily in similar strategies, requiring Vissan to
continuously improve to maintain its advantage.

III. Objective Vissan Company Limited

1. Vissan's Mission
Vissan's mission is to provide consumers with safe, high-quality, and nutritious food products. The
company is committed to using clean ingredients, modern production processes, and strict quality control
standards to ensure its products always meet customer needs and expectations. Additionally, Vissan aims
for sustainable development, contributing to environmental protection and community growth
(baocaothuongnien, 2024)

2. Company Goals
With over 50 years of building its reputation, the VISSAN brand, symbolized by three golden
chrysanthemums, has become a precious symbol and pride of the company. Therefore, protecting and
developing the VISSAN brand is a strategic priority for every member of the company. With a market
approach based on quality and safety, the company continuously innovates in all activities, from investing
in new technology and high-value-added products to developing, optimizing, and diversifying its
distribution system. VISSAN is striving to build a complete 3F ecosystem (Feed – Farm – Food), ensuring
that quality products from VISSAN's farms reach consumers in the best possible way. Besides, VISSAN
always focuses on sustainable values, striving to balance the interests of the company with those of
shareholders, employees, the community, and the natural environment. (baocaothuongnien, 2023)

3. Medium and Long-term Strategy

Completing the 3F Ecosystem: VISSAN's long-term strategic vision is to build a comprehensive
agricultural ecosystem, ensuring that each high-quality product from the company's farms is delivered to
consumers in the most perfect and complete way.

Nurturing the Vietnamese Brand: With over 50 years of building its reputation, the VISSAN brand with
its symbol of three golden chrysanthemums has become a valuable symbol and pride of the company.
Therefore, protecting and developing the VISSAN brand remains the top strategic priority for every
member of the company.

High-Quality Products: VISSAN continually strives to provide consumers with the highest quality and
freshest products, while ensuring food safety and compliance with top standards such as VietGAP,
GlobalGAP, ESCAS, and HACCP.

Continuous Innovation: The Fourth Industrial Revolution has brought fundamental and profound
changes in all economic and social fields. With fierce competition, VISSAN must continuously innovate
in all activities. This includes investing in new technology, developing high-value-added products, and
maintaining and enhancing operational and management platforms using effective and advanced methods.
Sustainable Development Vision: VISSAN focuses on strengthening brand communication and
promotion through media channels such as television, radio, and newspapers. The goal is to build trust and
maintain consumer loyalty to the brand. Additionally, the company emphasizes market research and
surveys to understand competitive dynamics and consumer acceptance of new products, aiming to improve
and enhance the company's business effectiveness.

Enhancing the Distribution System: The distribution system plays a crucial and decisive role in the
success of a business, especially in the food industry. Recognizing this, VISSAN is striving to build,
develop, optimize, and diversify its distribution system.

Improving Management Capacity: Management is the foundation for the continuous and effective
operation of the business. At VISSAN, the leadership focuses on perfecting and enhancing management
models and capacities according to international standards (baocaothuongnien, 2022)

4. Marketing Objectives
Enhance VISSAN's online presence and improve the conversion rate of online sales over the next 12
months by achieving at least a 25% increase in revenue from online channels (In 2023, Vissan's revenue
from online channels grew by 50% compared to the previous year. The company continues to make strong
investments in e-commerce, partnering with leading online sales platforms, and promoting online sales to
stimulate shopping, making the goal of at least 25% growth in the next year entirely feasible) and a 20%
increase in the conversion rate from website traffic ( (Diep, 2024)

5. SMART Model
S (Specific): The specific goal is to enhance online presence and improve the online sales conversion rate
to better serve customers. Specifically, the goal is to achieve at least a 25% increase in revenue from
online channels and a 20% increase in the conversion rate from website traffic over the next 12 months.
Enhancing online presence and improving the online sales conversion rate is part of completing the 3F
ecosystem and strengthening the distribution system.

M (Measurable): The growth in revenue and conversion rate from online channels are clear and
measurable indicators, supporting the goal of developing and optimizing the distribution system. At least
25% compared to the current revenue. Conversion rate from website traffic: Increase by 20% compared to
the current rate.
A (Achievable): Achieving this goal through analytical tools, user experience, and effective online
advertising campaigns is feasible, in line with Vissan's continuous innovation strategy. With investments
in analytical tools, improving user experience on the website, and effective online advertising campaigns,
achieving a 25% revenue growth and a 20% increase in conversion rate is feasible. VISSAN has the
technological foundation and marketing strategy to support this goal.

R (Realistic):

Revenue Growth:

Historical Context: The 50% growth in 2023 sets a strong foundation, indicating that the market demand
and internal capabilities are aligned for growth.

Market Trends: The continued shift towards online shopping and increased consumer comfort with e-
commerce provide a favorable environment.

Resources: Vissan's ongoing investments in technology, partnerships, and marketing are aligned to
support this growth.

Conversion Rate:

Current Conversion Rate Analysis: Understanding the baseline and setting incremental improvement
targets.

Strategic Focus: Implementing proven strategies such as website optimization, personalization, and
robust customer support.

Resource Allocation: Ensuring dedicated teams and tools are in place to monitor, analyze, and enhance
the conversion rate.

T (Time-bound): The 12-month timeframe is reasonable for implementing and measuring the
effectiveness of strategies, guiding and achieving long-term goals.
IV. Marketing Environment and Operating Market
1. Market analysis
Vissan is currently operating mainly in the field of frozen foods and meat products, where product quality
and safety requirements are very high. This article will analyze the potential, bright spots and some
difficulties in the meat processing industry in Vietnam today (Vissan, 2023).

a) The consumption potential of Vietnamese people:

According to the Organization for Economic Cooperation and Development (OECD), Vietnam is likely to
rise to second place in Asia in pork consumption. In 2020 alone, Vietnam's live pork production reached
about 3.46 million tons, an increase of 3.9% compared to 2019. Live poultry meat output of all kinds
reached over 1.42 million tons, an increase of about 9% compared to 2019. ,2%. Live beef output reached
about 372.5 thousand tons, an increase of about 4.8%. Along with that, in the first 11 months of 2020, the
whole country imported 301.1 thousand pigs for meat; The number of live buffaloes and cows slaughtered
for meat is 517.9 thousand heads. The total amount of imported meat of all kinds (pork, chicken, cattle,
goat, sheep) is over 321 thousand tons. The above data has proven to us the meat consumption potential of
Vietnamese people. However, to exploit this potential, it is necessary to apply national and international
standards on food quality, hygiene and safety, as well as apply modern technologies in the production and
preservation process. Coordinate with related industries to develop the value chain from livestock farming,
slaughtering, processing, packaging, preservation, distribution and consumption of products. At the same
time, grasp consumer trends and needs to create suitable and attractive products (Vietstock , 2023).

b) Optimistic market signals:

The processed meat production industry in Vietnam is recovering strongly thanks to stable input sources
and good disease control. In the first two months of 2023, meat export output and turnover to China
increased by more than 58% and nearly 50% over the same period last year, due to increased demand from
China when epidemic prevention measures were relaxed. China's pig production is forecast to decrease by
2% compared to 2022, creating favorable conditions for meat exports from Vietnam (Vietstock , 2023).
c) The difficulties of the meat processing market
The meat processing industry in Vietnam is facing many difficulties despite many bright spots. Diseases in
livestock herds, such as African swine fever and bird flu, have reduced supply, increased raw material
prices and caused losses to farmers. Fierce competition from thousands of domestic and international
businesses requires companies to improve product quality, apply modern technology and innovate designs.
In addition, the industry must also meet national and international standards on food safety, and coordinate
closely in the value chain from livestock farming to product consumption (Vietstock , 2023).

2. Marketing environment:

2.1 Micro environment:

The micro environment includes factors and forces close to the business that directly affect the business's
ability to serve customers and achieve its goals. Below are the main factors of the micro environment and
their impact on Vissan.

a) Client:
Customers are the most important factor in the micro environment Needs and preferences: Changes in
customer needs and preferences directly affect the company, forcing Vissan to develop new product lines
to meet the need.

The increasing demand for clean, safe and organic food is a great opportunity for Vissan to develop new
product lines targeting this target group. This not only helps increase revenue but also strengthens
customer trust, creating a group of customers loyal to the company. The increase in demand for clean food
has created a special customer group, agents and supermarkets. A group of customers has helped the
company expand its market to many different segments, from individual consumers to restaurants, hotels
and schools. The trend of consuming safe, organic food is also increasing in the international market. This
is an opportunity for Vissan to expand exports and access international markets with high quality products.

To make good use of this opportunity, Vissan needs to invest in modern technology and production
processes to ensure products meet high standards of safety and quality. Develop appropriate marketing
strategies to raise customer awareness about the benefits of clean and organic food. Build and strengthen
customer trust through providing high quality and safe products. Compete effectively by creating clearly
differentiated products and maintaining reasonable prices (Vissan, 2023).
b) Supplier:
Suppliers play an important role in providing raw materials for Vissan's production. Raw material quality
and price directly affect product quality and price, so maintaining good relationships with suppliers is
essential to ensure stable and quality supply. Vissan has great opportunities from cooperating with
domestic livestock farms and cooperatives, helping to ensure meat quality and reduce the risk of raw
material shortages. In addition, cooperation with domestic spice manufacturers and international suppliers
ensures variety and high quality of processed products. Vissan also takes advantage of opportunities from
cooperation with domestic and international packaging companies to improve preservation capabilities and
attract customers, while applying modern production technology from domestic and international
suppliers. abroad to improve productivity and product quality. However, managing costs and dependence
on external suppliers is a challenge that Vissan needs to address to make the most of these opportunities
(Vissan, 2023).

c) Competitors:
Vissan is facing great pressure from keeping prices competitive when major competitors such as CPVN
and CP Group can produce at lower costs. In addition, competition in quality and food safety from BaF
requires Vissan to continuously improve production processes to meet high standards. Additionally,
competition from international companies with strong marketing strategies could reduce Vissan is market
share and brand recognition. To maintain and expand its position in the market, Vissan needs to improve
product quality, optimize production processes and invest in effective marketing campaigns (Vissan,
2023).

d) Distributor:
Distributors play an important role in bringing Vissan products to consumers, and the effectiveness of
distribution channels such as supermarkets, convenience stores, and retail agents directly affects their
ability to reach consumers. Vissan is market access. Financial institutions and investors can influence a
company's financial capacity and investment activities, while Vissan's image in the media influences brand
perception and reputation. Good relations with the media help create positivity and trust among the public.
Employees are Vissan's important assets, and our skilled and experienced staff help maintain and improve
product quality and customer service. A positive work environment and strong corporate culture also
improve employee performance and engagement. However, Vissan faces many challenges, including
dependence on the efficiency of distribution channels, pressure from financial institutions and negative
media coverage, as well as maintaining the quality of its resources. human resources and corporate culture.
To overcome these challenges, Vissan needs to build an effective cooperation strategy with distributors,
maintain good relationships with the public and media, and focus on developing the quality of human
resources and corporate culture. strong karma. This will help Vissan not only maintain but also develop its
position in the food industry (Vissan, 2023).

e) Publics:
Vissan uses a variety of channels and methods to increase brand awareness and reach target customers.
Here are some of the company's media activities. In traditional advertising, Vissanhas invested in TV
advertising campaigns during major holidays such as the Lunar New Year to reach older customers while
enhancing brand recognition.

Vissan has also shifted to digital media channels and implemented many advertising campaigns on
Facebook and Google to reach young customers with modern consumer trends. In 2023, social media
campaigns have helped increase traffic to Vissan's website.

In terms of public relations, Vissan organizes events, charity activities, and cooperates with prestigious
organizations. In 2022, Vissan has organized many charity activities such as distributing gifts and
sponsoring scholarships to poor students, creating a good impression and enhancing the company's
reputation. The above examples and figures show that Vissan has been taking advantage of various media
channels to improve its image and reach customers, and at the same time face the unique challenges of
each channel such as cost, high level of competition, and possible media crises (Vissan, 2024).

f) Company:
Human resources play an extremely important role in the company, directly affecting the work
performance, sustainable development and competitiveness of the business. Here are some analyses of
Vissan's organization and people.

In 2023, there will be no change in the members of the Board of Directors, the Supervisory Board and the
Executive Board. But the number of employees decreased from 4,351 people (2021) to 3,791 people
(2023) and the average income also decreased from 10.05 million VND (2021) to 7.21 million VND
(2023). In terms of qualifications, unskilled workers account for the largest proportion (31.60% in 2023).
Indefinite-term contracts account for the majority (83.96% in 2023). The ratio of men and women is
almost balanced, with men accounting for 53.84% and women accounting for 46.16% in 2023.
In terms of policies, the company organizes professional training programs, soft skills, and activities to
improve management skills. At the same time, carry out training and inspection of occupational safety
according to regulations, carry out training and inspection of occupational safety according to regulations,
ensure a safe working environment and good occupational hygiene. The company also promotes
recruitment policies and develops policies to retain and develop talents, with various supports and benefits
such as mid-shift meals, gas bills, telephones, birthday gifts, annual travel, and periodic health checkups.

Through the above analysis, it can be seen that Vissan is making efforts to improve the quality of human
resources through training and welfare policies, but also faces difficulties due to the decline in the number
of employees and average income, which affects the productivity and ability to meet the company's
production needs as well as affects work motivation and employee satisfaction. It poses a challenge for the
company when it is necessary to take measures to compensate and improve the income of employees,
thereby retaining and attracting talent in the context of a volatile labor market (Vissan, 2023).

2.2. Macro environment:

The macro environment strongly impacts Vissan's operations and business strategy. Here are the key
macro factors and their impact on this business.

a) Economy:
In 2023, Vietnam's economy will witness a growth rate of only 5.05%, lower than the target of 6.5% set by
the National Assembly. Slow economic development has reduced people's purchasing power and income,
negatively affecting Vissan's operations. Due to inflation and high interest rates, the company's input costs,
energy, transportation, and labor costs increased. This leads to pressure to increase product prices,
reducing consumer purchasing power and possibly causing Vissan's revenue to decrease. Key challenges
include decreasing consumer purchasing power, rising production costs, and the need to maintain profit
margins amid fierce competition. To cope, Vissan needs to effectively manage costs, innovate products
and adjust pricing strategies to maintain competitiveness and sustainable development (Vissan, 2023).

b) Politics:
VISSAN, a joint stock company listed on the Hanoi Stock Exchange, must comply with many legal
regulations such as the Enterprise Law, Securities Law, and International Trade Law, while also
implementing safety regulations. food safety and environmental protection. The Company also conducts
international transactions in US Dollars, which may pose risks from exchange rate fluctuations. However,
VISSAN has many opportunities to develop. A clear and stable legal framework can help companies
operate more efficiently and reduce legal risks, while preferential government policies such as tax
reductions can support business expansion. Compliance with food safety regulations not only helps
improve product quality and create consumer trust, but also ensures a fair competitive playing field. In
addition, participating in international trade and free trade agreements (FTAs) creates opportunities for
VISSAN to expand its market and increase revenue from exports with preferential tax rates. Therefore,
VISSAN should take advantage of these opportunities to develop business, improve product quality and
increase profits (Vissan, 2023).

c) Culture:
Culture deeply affects Vissan is business operations, opening up many opportunities and challenges. The
main opportunity is to take advantage of family values in Vietnam to develop convenient and nutritious
products for family meals, while expanding the product portfolio for children and the elderly. In addition,
the demand for traditional foods during festivals creates conditions for Vissan to increase sales through
typical products such as sausages and spring rolls. Current consumer trends are also shifting to safe and
healthy products, encouraging Vissan to develop clean and organic products. With the increasing demand
for vegetarian food from Buddhists, Vissan has the opportunity to expand its vegetarian product portfolio.
Finally, effective use of media to promote products and participate in social activities helps build a
positive brand image. However, Vissan needs to focus on understanding and respecting cultural values,
innovating products according to consumer trends, enhancing effective communication and ensuring food
quality and safety to maintain competition and development. sustainable development (Vissan, 2023).

d) Society:
Social factors bring both opportunities and challenges to Vissan. Changes in consumer trends such as the
preference for healthy foods may cause Vissan to adjust its product portfolio, competing with companies
that have adapted faster. African swine fever (ASF), especially from August until now, has increased costs
and reduced pig supply, seriously affecting the livestock industry and reducing consumer confidence in
pork. On the contrary, population growth and income changes create opportunities for Vissan to expand
products and improve quality. To take advantage of opportunities and deal with challenges, Vissan needs
to be flexible in product development, market research and improving marketing strategies (Vissan, 2023).
e) Nature:
VISSAN strictly complies with legal regulations on environmental protection and invests in new
technology to treat waste and wastewater to reduce pollution. In 2023, the company used 13,713,183 kWh
of electricity, 14,599 tons of steam, 128,025 liters of FO oil and 21,638 liters of DO oil. These efforts not
only help VISSAN enhance its reputation and brand image, but also create conditions for the company to
attract loyal customers, who increasingly prioritize businesses that protect the environment. Investing in
energy-efficient technology reduces operating costs and improves business efficiency, while sustainable
resource management supports long-term operations. Furthermore, regulatory compliance helps minimize
legal risks and build good relationships with state regulatory agencies. Although investing in waste
treatment technology requires great costs and effort, the benefits in terms of reputation, economic
efficiency and sustainability are well worth it. VISSAN needs to continue to improve environmental
protection measures and take advantage of sustainable development opportunities to build a positive brand
image (Vissan, 2023).

e) Demographic trends:
Vietnam is one of the countries with the fastest population aging rate in the world. People aged 60 and
over accounted for 11.9% of the total population in 2019 and by 2050, this number will increase to more
than 25%. By 2036, Vietnam will enter an aging population period. This puts pressure on the social
protection system and health services. The number of pensioners increased while the contributing
workforce decreased, leading to the risk of shortages of pension funds and social insurance. Living support
costs for older adults, including the cost of home care, medical care, and other social services. These put
pressure on national and individual health budgets (UNFPA Viet Nam , 2024).

The process of urbanization is also taking place strongly, with the proportion of the urban population at
37.55% of the country's population in 2022, equivalent to the whole country having 37.4 million people
living in cities. It is forecasted that by 2040, more than half of Vietnam's population will reside in urban
areas, reaching 57.3% by 2050. The increase in urban population creates opportunities for urban
development, increasing investment in urban infrastructure and public services. At the same time, it helps
expand business, services, and technology activities in big cities. Along with that is the challenge of losing
the development gap between urban and rural areas. At the same time, it puts pressure on infrastructure,
transportation, and the environment (OpenDevelopmentVietnam, 2024).
The birth rate in Vietnam is gradually decreasing, from 2.01 in 2022 to about 1.95 in 2023 (according to
the Population Department of Vietnam). This leads to a decrease in the number of young people
participating in the labor market in the future, which can lead to increased job pressure and a decrease in
the likelihood of career development. Due to labor shortages, businesses and countries may compete more
fiercely to attract workers, leading to higher labor recruitment costs when importing labor from other
countries. The younger generation also has to bear a greater financial burden, the pressure to take care of
both young children and the elderly at the same time (Vietnam.net, 2024).

2.3 SWOT:
Strengths Weaknesses

Product quality: High cost:

Vinssan's frozen products and meat products The cost of producing and preserving frozen food
have stable quality and meet market demand. can be high, affecting the product price.

Experience and reputation: Dependent on the domestic market:

Vinssan has been operating for many years in the Focusing mainly on the domestic market, not fully
food industry, gaining trust from customers. exploiting export potential.

Distribution network: Supply risk:

The company has an extensive distribution Dependence on external raw material supplies can
system to help reach customers quickly. pose risks if supply is interrupted.

Opportunities Threats

Frozen food market growth: Fierce competition:

Consumer demand for frozen food is increasing, Competition from companies in the same industry
especially in urban areas. can reduce market share and affect profits.

Export expansion: Raw material price fluctuations:

The ability to expand export markets to increase Raw material prices for meat and other ingredients
revenue and reduce domestic market risks. can fluctuate widely, affecting production costs.
 Healthy consumption trends: Changing legal regulations:

Opportunity to develop meat-based products Food safety and environmental regulations may
following healthy and organic consumption change, requiring companies to adjust operations to
trends. comply.

(Vissan, 2023)

2.4 Competitors:

MASAN

a) Products:
Masan Group is one of the largest corporations in Vietnam, operating mainly in sectors such as food and
beverage, meat processing, natural resources and minerals, and retail. Masan Consumer offers familiar
products such as Nanyu fish sauce, Chinsu, Omachi instant noodles, Kokomi, spices, canned goods,
processed foods and soft drinks. Masan MEATLife specializes in meat products such as sausages,
processed meats. In the field of natural resources and minerals, Masan High-Tech Materials exploits and
processes high-tech minerals. In addition, The CrownX, after the merger of VinCommerce and Masan
Consumer Holdings, manages the VinMart supermarket chain and VinMart+ convenience stores (Masan,
2023).

b) Market share:
In the food and beverage industry, Masan has a large market share in categories such as fish sauce and
instant noodles. Masan holds a fairly high market share of fish sauce and instant noodles in Vietnam.
Masan MEATLife is thriving in the meat processing industry with the MeatDeli brand, aiming to dominate
the processed meat market. After the merger with VinCommerce, Masan became one of the largest retail
groups in Vietnam with a system of supermarkets and convenience stores spread across the country
(Masan, 2023).

c) Segments:
Masan focuses on different customer segments. With products such as Chinsu fish sauce and Omachi
instant noodles, Masan targets middle-end and high-end consumers. Products such as Nam Ngu fish sauce
and Kokomi instant noodles are aimed at middle- and low-income customers. In the retail industry,
VinMart and VinMart+ serve shopping needs from essential consumer goods to fresh food, meeting the
needs of many customer segments.

Finally, masan has many opportunities for growth as Vietnam's consumer market is booming, and the
demand for processed and safe foods is increasing. This group is constantly researching and developing
new products, meeting the diverse needs of consumers. However, Masan also faces many challenges,
including fierce competition from domestic and foreign rivals, as well as economic fluctuations that can
affect production costs and product prices. To maintain and grow further, Masan needs to continuously
innovate, improve its products and expand its markets, while facing and overcoming competitive
challenges and economic fluctuations.

CP FOOD:

a) Products
CP Foods offers a wide range of food-related products, including cattle and poultry meat such as chicken,
pork, and meat products. Besides, the company also produces processed foods such as sausages, canned
meats, and other processed dishes. In addition, CP Foods also has seafood products such as shrimp, fish,
and other seafood. In particular, the company also provides animal feed for cattle, poultry, and aquatic
products, helping to ensure the food supply chain from farm to table (CP Food, 2023).

b) Market share:
CP Foods is one of the largest food companies in Thailand and has a strong global presence. The company
has a large market share in the poultry and pork industry, and is a leading supplier in Thailand and many
other Asian markets. In the seafood industry, CP Foods also has a strong position, especially with shrimp
and fish products. The diversity in the product portfolio and the ability to meet market demand have
helped CP Foods maintain and expand its market share (CP Food, 2023).

c) Segments:
CP Foods serves many different market segments, including the Thai domestic market and the
international market. In Thailand, CP Foods is a reputable and popular brand, with many products popular
with consumers. In the international market, CP Foods exports its products to many countries around the
world, including major markets such as the US, EU, Japan, and China. In particular, in the processed food
segment, CP Foods has invested heavily to meet the increasing consumption trend of modern consumers
(CP Food, 2023).

Finally, CP Foods is a large food company with a diverse product portfolio, a wide market share and
serving many different market segments. The company has a strong position not only in Thailand but also
in the international market. These factors help CP Foods maintain sustainable development and
competitiveness in the global food industry.

V. Business strategies
1.Segmentation strategy

a) Demographics
Vissan vegetarian sausage products are aimed at everyone. People aged Children and teenagers often
prefer processed products such as sausages and sausages because of convenience, and adults from 25 to 40
years old are often interested in fresh and processed products. ready for family meals. Finally, middle-aged
and elderly people will prioritize nutritional and health-safe products.

b) Geographical location
The product will be promoted in major cities and urban areas where vegetarian and health-oriented
lifestyles are becoming increasingly popular. Places like Hanoi, Ho Chi Minh City, Da Nang and other
areas with large populations, especially office workers and middle- and high-income families, are showing
increasing interest. increasingly towards healthy foods and a balanced diet. Customers in these areas often
favor vegetarian products and organic foods, because they care about health issues, food safety and
environmental protection. Vissan's Gio Chay products can meet their need for clean, low-fat food
2. Vissan company's positioning strategy

a) Consumer trends and competitors

To seize opportunities and overcome challenges in the food market, Vissan needed to conduct a
comprehensive market and competitor analysis. Currently, consumer trends are shifting strongly toward
convenience and quality, with increased demand for fresh, organic, and processed foods. Consumers,
especially in big cities, increasingly prioritize food that is safe and nutritious, along with the development
of online shopping. Markets can be segmented based on economics, health needs, and lifestyle, with each
segment requiring different products and services.

Changing to a competitor with vegetarian sausage products Meanwhile, Vissan is facing competition from
main competitors such as Masan Consumer, CP Group, and local food suppliers. These competitors all
have strong strategies, from Masan Consumer's diverse product development and strong marketing
strategy, to CP Group's technology investment and distribution network expansion. Local vendors often
focus on attractive products and promotions.

Vissan's strengths are its prestigious brand and diverse product line, along with a widespread distribution
network. However, to maintain and expand market share, Vissan needs to improve customer services and
optimize the online shopping experience, while enhancing product quality and marketing strategies to
stand out from the crowd. Strong competition in the industry.

b) Vissan's core values and commitments

Product Positioning:
Vissan wants to position its Gio Chay product in the market as a brand that provides high quality, safe and
nutritious food. To achieve this, Vissan needs to focus on ensuring each product meets strict food safety
and quality standards. Vissan products must be certified of clear origin, contain no toxic chemicals and
must have high nutritional value. Brands need to stand out with their commitment to providing fresh food,
superior quality and reliable origins. To strengthen this position, Vissan should emphasize elements such
as strict quality control processes and food safety certifications on packaging and communication
channels.
Brand Positioning:
Vissan wants to position its brand based on the core value of "Ensuring the health and satisfaction of
customers". The message that the company wants to convey to customers is its commitment to providing
high quality, safe and nutritious food, while providing excellent customer service. This message should be
conveyed through campaigns. advertising translation, social media and other marketing channels,
emphasizing Vissan's commitment to protecting health and bringing maximum satisfaction to customers
Social networks such as Facebook, Instagram, and TikTok are ideal channels idea to interact directly with
young and modern customers. Online advertising on websites, mobile apps, and search engines like
Google Ads helps target customers based on their interests and online behavior. Finally, organizing live
events such as seminars and exhibitions not only helps increase brand recognition but also allows
customers to experience products firsthand. At the same time, Vissan needs to build an image Trusted,
modern and familiar brand to build strong relationships with consumers. Vissan needs to focus on product
differentiation and identify the core benefits that the company's products bring. To make its products stand
out in the market, Vissan needs to demonstrate sincerity in caring for customers' health through carefully
selected products and modern production processes Vissan should focus on product quality by using fresh,
clean ingredients, free of toxic chemicals, and applying strict quality testing procedures. At the same time,
the company needs to provide transparent information about the origin of raw materials and processing
processes, helping customers feel secure about the safety and quality of the products. Customer service
also plays a key role in differentiating, with fast delivery, flexible returns policies and dedicated support.
Innovation and creativity in packaging design, flavors and product features can also help Vissan stand out
from its competitors. The core benefits that Vissan brings to customers include food safety, clear origin of
ingredients, and high nutritional value. By focusing on these factors, Vissan will build a strong positioning
strategy, affirm its difference and create sustainable attraction in the hearts of consumers.

c) Monitor and adjust marketing strategy

After implementing the strategy, Vissan needs to continuously monitor the effectiveness of marketing and
promotional activities. This includes analyzing key performance indicators (KPIs) such as website traffic,
social media engagement, ad conversion rates, and customer feedback. Use data analysis and reporting
tools to evaluate the effectiveness of each communication channel and advertising campaign. Based on
customer feedback and changes in market trends, Vissan should adjust strategies promptly to optimize
results. Adjustments may include updating advertising content, changing promotional strategies, or
improving customer service to better meet customer needs and expectations. By continuously monitoring
and adjusting strategy flexibly, Vissan can maintain the relevance and effectiveness of its positioning
strategy, thereby strengthening and expanding its market share in a competitive market.

3. Target Strategy:

a) Brands in the market

Vissan vegetarian spring rolls will be the first choice for clean vegetarian products in the Vietnamese
market, affirming once again the high quality product. Looking forward to having a greater presence in
existing retail distributors, along with cooperating with new partners: vegetarian restaurants, stores selling
healthy goods

Gio Chay products will attract new customers: new vegetarians and families with healthy lifestyles. Create
a campaign with a message about the health benefits of the product.

b) Revenue and profit

Strengthen VISSAN's online presence and improve the online sales conversion rate in the next 12 months
by achieving a minimum 25% growth in revenue from online channels. In 2023, revenue from Vissan's
online channels grew by 50% compared to the previous year. The company continues to invest heavily in
e-commerce, partnering with leading online sales platforms, and boosting online sales to stimulate
shopping, making the goal of growth of at least 25% in the next year fully feasible) and increasing the
conversion rate from website traffic by 20%.

From the above data, we can see that Vissan has made use of an extensive network, including large
supermarkets, convenience stores, and traditional grocery stores across the country. The company has also
expanded its distribution through e-commerce platforms, making it easy for customers to shop online and
pick up goods at home. In addition, Vissan partners with restaurants and hotels to offer vegetarian spring
rolls during vegetarian meals and special events. Thereby expanding revenue and profit for the company.
4. Differentiation Strategy

a) Product Differences
First, Vissan's vegetarian spring rolls are made from all-natural ingredients, without preservatives or
artificial colors. The company is committed to using organic soybeans and nuts, ensuring clear origin and a
closed production process, which is safe for consumers' health. Secondly, our vegetarian spring rolls have
a distinctive, delicious and frugal taste. Vissan uses heirloom recipes combined with modern technology to
create products with natural flavors, not too salty or sweet, suitable for many people's tastes. Thirdly, our
vegetarian spring rolls are packaged according to food hygiene and safety standards, which can be stored
for a long time without losing taste and quality. Finally, the product is combined with unique ingredients
from nature to create a new flavor for the product.

b) Designs, packaging
Vissan's vegetarian spring roll product packaging is delicately and eye-catching, with traditional features
with harmonious colors and characteristic patterns. High-quality packaging material, ensuring the
preservation of the taste and freshness of vegetarian spring rolls. On the packaging, information about the
nutritional composition and how to use it is clearly presented, making it easy for consumers to choose and
prepare dishes. The product images are sharp and vivid, creating an attractive and trusting feeling for
buyers. Vissan's vegetarian spring rolls are not only a great choice for vegetarians, but also a meaningful
gift, showing care and care for the health of family and friends.

VI. 7Ps
1. Product
Vissan's vegetarian sausage products need to focus on improving quality by using natural ingredients,
without preservatives to ensure the health of consumers. In addition, Vissan must strictly control from
production to packaging. Product diversification is an important factor, for example, mushroom vegetarian
sausages, seaweed vegetarian sausages, seed vegetarian sausages and herb vegetarian sausages to attract a
wide range of customers. The packaging design should be eye-catching, environmentally friendly, the
packaging should be easy to open and reusable, and clearly print information about nutritional ingredients
and usage. Besides, Vissan should develop seasonal products such as Lunar New Year, Buddha's Birthday,
and Vu Lan Festival to promote sales on special occasions, along with continuously improving the formula
to create New products, suitable for modern consumer trends.

a) Diversify products
Mushroom vegetarian sausage: a combination of mushrooms such as shiitake mushrooms and abalone
mushrooms to create a delicious and nutritious flavor.

Vegetarian sausage with seaweed: Vegetarian sausage Use seaweed to enhance nutritional value and create
unique flavor.

Vegetarian sausage with seeds: The sausage is mixed with nuts such as cashews and walnuts to increase
crunchiness and nutrition.

Herbal vegetarian sausage: a combination of herbs such as lolot leaves and lime leaves to create a unique
and healthy flavor.

2.Price

a) Pricing Strategy
To determine the competitive price of Vissan vegetarian spring roll products, we need to conduct a price
comparison of other vegetarian spring roll products on the market. This process includes surveying prices
from different suppliers, checking existing promotions and pricing policies, as well as evaluating product
quality to ensure that the value it offers is worth the money. Vegetarian spring rolls on the market are
priced at about 100,000 VND/1kg, while Vissan's vegetarian spring rolls will be priced more than or equal
to the current market price

If Vissan's vegetarian spring rolls are of superior quality, the company can apply a value-added policy.
This means that the selling price may be slightly higher than the competition, but customers will get
additional benefits such as better taste, better nutritional ingredients, or more attractive packaging. This
policy not only helps Vissan attract customers looking for quality but also makes a difference in the
market.

Conversely, if the goal is to quickly attract new customers, Vissan can adopt an entry-price policy. By
setting prices lower in the early stages than the market to reach consumers faster, for example, 20-30%
lower. After building trust and love from customers, Vissan can gradually adjust prices to increase profits
without losing customers.

In addition, Vissan should also consider other factors such as production costs, distribution channels, and
customer feedback to ensure that the pricing strategy offered is comprehensive and effective. Regularly
monitoring and adjusting prices based on market reactions is also an important factor to maintain
competitiveness and sustainable development.

b) promotional price
Loyal customers can receive special offers, loyalty cards to redeem gifts, or discounts on subsequent
purchases. In addition, Vissan also regularly organizes seasonal promotions, such as discounts on Tet
holidays, shopping festivals, or other special events. Participating in food fairs and exhibitions is also an
opportunity for Vissan to introduce vegetarian spring roll products to a larger number of consumers, and at
the same time provide attractive gift packages for customers shopping at the booth. This not only helps to
strengthen the brand's presence, but also provides an enjoyable and satisfying shopping experience for
customers.

These programs are not only for business purposes but also to show Vissan's gratitude for the support and
trust of customers during the past time.

3. Place

a) Distribution channels

The product will serve many different types of customers, from convenience store chains, available
supermarkets to vegetarian restaurants, healthy food stores. Meet the needs of consumers who are looking
for healthy and eco-friendly food options. Thanks to its extensive distribution network, Vissan's vegetarian
spring rolls are easily accessible to many different areas, from urban to rural. At the same time, Vissan
also focuses on improving packaging and promoting products through modern communication channels
such as TikTok and Facebook, helping consumers easily identify and trust the brand. Not only stopping at
the domestic market.

b) Expansion of distribution channels

The first thing to do is to research the market to understand the habit of using vegetarian spring rolls to
make meals healthier for customers. After that, it is possible to build a strategy to reach new distribution
channels such as supermarkets, convenience stores, and online shopping platforms. Not only that,
cooperating with restaurants, vegetarian restaurants and food delivery services will also help the product
reach a wider range of customers. Do not forget to take care of customers and maintain relationships with
existing distribution partners to ensure long-term and sustainable cooperation. In addition, investing in
marketing, advertising, and promotions is also important. Use social media channels such as social media,
website, and email marketing to increase brand awareness and attract consumer interest in Vissan's
vegetarian spring rolls.

4. Promotion
To promote Vissan's new vegetarian product, the company can deploy a multi-channel promotional
campaign. First, place ads in reputable newspapers and magazines with content emphasizing the health
benefits and special flavor of vegetarian sausage, including recipes and advice from nutrition experts.
Advertising on current affairs and news programs will help the product reach a large audience, focusing on
health benefits and the current vegetarian trend. Use posters and banners at major points of sale and high
traffic areas, design eye-catching advertising with a clear message about vegetarian sausage products.
Decorate Vissan's cargo truck system with the golden ba mai logo and images of new vegetarian sausage
products to create a strong impression on the public. On social networks like Facebook, Instagram and
YouTube, create promotional content with short videos, attractive images of vegetarian sausage products
and recipes. Organize online cooking competitions with vegetarian sausage, calling on participants to
share their recipes and experiences with the product. Use Vissan's website to provide detailed product
information, recipes and special promotions. The promotion includes free samples of vegetarian sausages
when customers purchase other Vissan products, special discounts for customers who purchase vegetarian
sausages during the product introduction period, and coupons for customers. The next time the customer
buys vegetarian sausage. Finally, organize events at supermarkets and convenience stores to introduce and
let customers try vegetarian sausage products, helping to increase promotional effectiveness and sales.

5. People
To develop the "Human" element for Vissan's vegetarian products, the company needs to focus on training
sales and customer care staff to understand the products, from ingredients to health benefits. to how to
handle, help them advise and answer questions accurately and enthusiastically. Collaborating with
nutrition experts to provide useful information about the nutritional value of products is also an important
part. Vissan should build a professional team in product research and development to continuously
improve and diversify vegetarian products, and the marketing team needs to be creative and
knowledgeable about consumer trends to build effective advertising strategy. The Board of Directors needs
to have a strategic vision and the ability to make timely decisions to orient the development of vegetarian
products in a sustainable way. By investing in people, Vissan can improve service quality and customer
satisfaction with vegetarian products. The company needs to focus on recruiting and training professional
staff, from managers to sales and customer care staff. First of all, recruit managers with experience and
vision, capable of creating a positive working environment and motivating and encouraging employees.
Build a company culture based on creativity, responsibility and respect, where everyone feels appreciated
and has the opportunity to develop themselves. Train employees so they understand clearly about
vegetarian sausage products, from ingredients, health benefits to processing methods, helping them advise
and answer customers' questions accurately and enthusiastically. Encourage employee participation in
company activities, creating opportunities for them to participate

6. Process
A user-friendly website needs to continuously improve its user interface (UI) and user experience (UX).
Easy-to-use features, intuitive interface, and clear navigation make it easy for users to find and buy
products. To meet the diverse needs of users, the website needs to optimize page loading speed and
compatibility on many different devices such as computers, mobile phones, and tablets. A secure payment
system is key, with security methods such as SSL encryption to protect customers' personal information
and bank accounts. The website should provide a variety of payment options such as credit cards, e-
wallets, bank transfers and cash on delivery (COD), while ensuring a quick and efficient payment process
to improve shopping experience. Efficient order fulfillment includes automating order processing to
reduce errors and speed up processing, working closely with shipping units to ensure on-time delivery, and
providing Providing order tracking information so customers can check the status of their orders anytime,
anywhere.

7. Physical Evidence
The packaging and labels of the new vegetarian sausage product from Vissan are designed with attractive
colors and images, providing detailed information about ingredients, instructions for use, production date,
and expiration date. . The focus on quality packaging and clear labeling helps create trust and easily
identify the product. When purchasing products, customers expect vegetarian sausage to have a beautiful
appearance, not damaged or deformed, with quality from softness to flavor that meets high standards to
create satisfaction. The environment in which products are displayed and sold also plays an important role;
A clean, tidy and professional space will make a positive impression. The attitude and behavior of sales
staff at stores or distribution points is also greatly influenced, with enthusiasm and product knowledge
helping to better support customers. Finally, promotional materials such as flyers, posters and social media
information not only introduce products but also build brand image and attract customer attention.

VII. Strategic Plan Board

Activity Time for Responsible Cost (VND) Notes

activities Departments

Market 1-2 weeks Marketing 50,000,000 Understand the needs and

Research Department tastes of consumers.

Product 1-2 months Department of 100,000,000 Improve product

Development Developmental formulations and
Studies packaging.
Create new products.
Packaging 2 weeks Marketing 25,000,000 Eye-catching,
Design Department environmentally friendly
packaging design.
Online 1 month Marketing 200,000,000 Advertising on Facebook,
advertising Department Instagram, Youtube, ...
campaigns
Offline ad 1 month Marketing 150,000,000 Advertising on posters,
campaigns Department outdoor billboards.
 Promotions and 1 month Sales Department 100,000,000 Buy 2 get 1 free, gift
Offers included.

Evaluation and Continuity in Marketing 50,000,000 Monitor and evaluate

Adjustment the campaign Department, Sales effectiveness, adjust
Department strategies as necessary
Sum: 725,000,000

This blueprint aims to optimize marketing activities, ensuring that it reaches the right consumers.
Departments are responsible for coordinating closely to ensure that the plan is on schedule and effective.
Use KPIs such as reach, engagement, and sales to evaluate the effectiveness of each activity and make
timely adjustments. Thereby strengthening brand awareness and boosting sales of vegetarian spring roll
products.

Detailed notes for some key activities:

Market Research: Understand the habits, preferences, and needs of potential customers through surveys,
interviews, and data analysis.

Product Development: Work with nutritionists to ensure vegetarian spring rolls meet nutritional and flavor
standards.

Online advertising campaigns: Use social media advertising tools to reach your target audience, creating
engaging content such as videos, articles, and images.
VIII. Communication Plan
1. Media objectives
Vissan introduces customers to the produc Gio Chay build trust and brand reputation through
communication channels. Vissan emphasizes the production process of safe, natural and high-quality
ingredients, provides information on nutritional and health benefits, and shares product recipes. In
addition, Vissan encourages customers to try products through promotions and organizing tasting sessions,
while maintaining a two-way communication channel with customers. These efforts are aimed at
developing markets, expanding distribution networks and boosting sales.

2.Target audience
Eating healthy and good for your health is getting more and more attention. Currently, the age of
cardiovascular and blood sugar diseases is decreasing, and the number of young people suffering from the
above diseases is becoming more and more common. Understanding that, Vissan has researched and
produced a new product, Gio Chay, aimed at vegetarians and vegans. People who care about their health or
people with health problems such as heart disease and diabetes.

3. Frequency and reach

Communication Frequency Reach Level Content Strategy
Channel

Social Media 3-5 posts per week At least 50,000 Posts, images, videos,
monthly reach promotions, online
events

Email Marketing 2 emails per month Send to 10,000 Newsletters, product

subscribers; 25% open info, promotions, blog
rate, 5% CTR posts
 Online Advertising Continuous daily ads At least 100,000 Creative ads, call-to-
impressions per month action messages

Public Relations 1-2 activities per At least 500,000 Articles, press releases
quarter searches for about events, company
information about the achievements
activity

This communication strategy focuses on using a variety of communication channels to reach customers,
from social networks, email, online advertising to public relations. The main goal is to increase brand
recognition, provide useful information, encourage action from customers and enhance company
reputation. Each channel has its own frequency and content strategy, consistent with the specific goals of
each channel.

4. Media Channels.
Vissan, uses many different media channels to reach and interact with customers as well as promote Gio
Chay products in traditional media channels, such as Saigon Giai Phong newspaper, Saigon Tiep Thi,
Kinh Times Saigon International, Phu Nu Newspaper, Lao Dong Newspaper, Vietnamese Delicacies
Magazine. On television, Vissan regularly has news bulletins on channels HTV7 and VTV3 with high
frequency, creating a strong impression on the audience. Outdoor advertising includes hoardings, posters,
banners at points of sale along with a system of cargo trucks with a prominent yellow ba mai logo,
creating an impression on everyone. Vissan's website is also an effective information channel. Although
Vissan's advertising campaigns are not many, the company's products are mainly known through product
introduction stores, dealer systems or from articles published in print and electronic newspapers.

Vissan will not ignore digital communication channels. The company's official website provides detailed
information about products, services and promotions. On social networks, Vissan maintains Facebook and
YouTube accounts to interact with customers, share information about new products and community
activities. The company will also send newsletters and promotional information via email for updates.
Update customers with the latest news about the company and its products.
Vissan must actively participate and organize events such as food fairs, exhibitions and community
activities. These events will not only help companies reach customers directly but also create opportunities
to introduce products in a lively and attractive way. The company's nationwide network of stores and
agents plays a role in important role in direct sales, helping customers easily access and buy the company's
products. Vissan also focuses on personal communication channels. There will be meetings, consultations
and direct customer support at the store to help build close and trustworthy relationships with customers.
The company's phone customer care service is also invested in to answer questions and provide timely and
effective support. By using a variety of communication channels, Vissan ensures information is
disseminated

5.Media channels controls and monitoring.

a) Control Method
To control communication plans effectively, businesses need to apply appropriate methods and scales.
Some common methods such as scale control: pre-production control, mid-term control and post-
production control. Pre-production control is to evaluate the effectiveness of communication elements
before the campaign officially launches. implementation, through focus groups, pilot surveys, or trial
releases. Mid-term control focuses on monitoring and adjusting communication plans during
implementation by analyzing real-time indicators such as website visits, social network interactions, and
email marketing open rates. Post-production control is used to evaluate effectiveness after the campaign
ends, helping businesses learn from experience for future campaigns. This method often includes
assessment surveys, in-depth interviews and sales analysis.

b) Measurement Method
To measure the effectiveness of communication campaigns, businesses can apply the following suggested
scales. The first is the reception scale, which includes indicators such as reach, recall rate and brand
recognition. The number of people exposed to the advertisement or the number of people who remember
the advertisement after a period of time are measures. important to assess the level of customer awareness.

Next is the scale based on the level of interaction to measure customer interaction activities such as likes,
shares, comments on social networks, average time on the website, and email open rate. Average number
Positive comments or shares of posts on social media can show how engaged customers are with media
content.

Behavioral metrics focus on measuring specific customer actions such as clicks, conversion rates, app
downloads, and subscriptions. For example, the rate of potential customers taking specific actions such as
making a purchase or signing up to receive information are important indicators to evaluate the
effectiveness of a communication campaign.

The business outcome scale measures actual business results such as incremental revenue, market share,
cost per conversion and profit. Revenue growth or number of products sold after the campaign Media
campaigns can help businesses evaluate the success of their campaigns.

The cost-effectiveness scale measures the cost-effectiveness of media activities, including metrics such as
cost per thousand impressions, cost per click, and cost per action. Total advertising costs divided by the
number of ad impressions or clicks are important metrics to evaluate the effectiveness of media budget
use.

c) Cost
Activity Cost (VND)
Online Advertising (Facebook, Instagram, 5 million - 50 million per month
YouTube)

Television Advertising 20 million - 200 million per broadcast

Organizing Product Launch Events or PR 30 million - 150 million

Activities

Creating Advertising Content and Graphic 10 million - 50 million

Design

Using Analytical Tools and CRM Software 2 million - 20 million per month
The total cost for communication activities when marketing a new product can range from 47 million to
320 million VND, depending on the scale and goals of the campaign.

IX. Conclusion

Vissan has implemented a comprehensive strategy to maintain and expand market share in the processed
food sector, especially sausages, canned goods and spices. The company focuses on providing high quality
and safe products, applying flexible pricing strategies and point-of-sale promotions to attract customers. A
strong domestic distribution system and a promotional strategy mainly through traditional media reflect
Vissan's focus on building and protecting its brand.

Although currently promoting mainly through traditional channels, Vissan is planning to invest heavily in
its online presence, with the goal of increasing online revenue by at least 25% next year. This will be done
through improving user experience, using effective analytics tools and online advertising. The company
also emphasizes product development and quality improvement with a special focus on vegetarian sausage
products, which stand out for their natural ingredients, unique flavors and quality packaging.

In the context that the processed meat production industry in Vietnam is recovering thanks to stable supply
and good disease control, Vissan still faces many challenges, including livestock diseases, fierce
competition and regulatory requirements. high demand for food safety. To deal with these challenges,
Vissan has applied a comprehensive 7Ps strategy, including product, price, distribution, promotion,
people, process and institutional environment, to enhance satisfaction of customers and build brand
loyalty.

Vissan also focuses on human resource development and investing in new technology to improve
production and management efficiency. With diverse media and advertising plans, the company constantly
enhances brand awareness and encourages customer interaction. The media plan uses a variety of channels
to reach a broad audience and continuously adapts to optimize cost-effectiveness.

Thanks to these efforts, Vissan is well equipped to maintain its competitive position in the vegetarian food
market and expand its market presence. Innovative and comprehensive strategies not only help the
company meet growing consumer demands for healthy and environmentally friendly food, but also create
a solid foundation for sustainable development in the industry. future.

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