Kế hoạch kinh doanh gà tre sạch do vựa gà long khánh sản xuất tại tp hcm (1)

CHAPTER 2: MARKET ANALYSIS

2.1. Market potential

Clean chicken is becoming increasingly popular in the Vietnamese culinary industry.

Consumers are becoming increasingly concerned about the origin and quality of the food they

consume, particularly in light of worries about food safety. Clean chicken is defined as chicken

farmed using safe practices and free of growth hormones and antibiotics, hence ensuring the

health of customers (Englishbey et al., 2021). Consuming clean chicken flesh not only promotes

one's health, but it also helps to ensure the long-term prosperity of the Vietnamese poultry sector

(Duong, 2020). Consumer demand for clean chicken is growing, opening up potential for firms

who produce clean food and use current chicken rearing equipment. However, the clean chicken

industry requires legal support, supporting regulations, and consumer acceptability. To attract

customers, businesses that produce clean chicken must invest in product quality and brand

recognition. At the same time, boosting product marketing and launch is critical to expanding the

consumer market. As a result, the clean chicken industry in Vietnam has enormous potential for

growth in the future.

2.1.1. Annual growth rate

 In Vietnam

Table 2.1: Vietnamese chicken farming statistics in 2022-2023

I. Chicken Unit 31/12/202 31/12/202 2021/2022
Including industrial chicken 1000 2 1
Broiler chicken 1000 Value %
Including industrial chicken 1000 444.775 424.226 20.549 104,8 4
Chicken lays egg 1000 122.495 116.295
Including industrial chicken 1000 358.093 338.641 6.2 105,3 3
Number of animals exported 1000 80.037 19.452 105,7 4
Including industrial chicken 1000 86.2 85.585 6.163 107,7 0
Chicken meat is slightly 1000 86.684 36.258 1.099 101,2 8
Ton 36.295 798.533
834.055 277.49 37 100,1 0
291.633 1.591.090 35.522 104,4 5
1.720.730 14.143 105,1 0

129.64 108,1

released from the farm Ton 674.407 605.36 15
Including industrial chicken 1000 69.046 111,4 1
Number of chicken eggs 1000 12.005.38 11.618.85 386.52 103,3
Including industrial chicken 0 5
53
7.368.917 7.104.396 264.52 103,7

12
Nguồn: Cục chan nuoi

Since August 2023, there has been a significant disparity in the pricing of light-colored

broiler chickens sold by area; the South (ranging from 38,000-44,000 VND/kg) is lower than the

other two regions (ranging from 55,000-62,000 VND/kg). The average price in November 2023

was 54,000 VND/kg, 18,000 VND higher than the same period in 2022 but 1,000 VND lower

than in October 2023. In the first two weeks of December 2023, the average price of colored

feather chickens fell by 6,000 VND/kg compared to the average price in November 2023.

However, as compared to the equivalent months of 2022, the price of colorful feather hens

increased by 11,000-22,000 VND/kg in the previous three months. (Department of Livestock,

2024)

Price of white-feathered industrial chicken: with manufacturing costs ranging from

30,000 to 33,000 VND per kg of live meat, product selling prices have been lower than

production expenses since mid-October. The average price of white-feathered chicken meat in

November 2023 is 23,000 VND/kg, down 7,000 VND/kg from the previous month and 9,000

VND/kg from the same period in 2022. Although the price of feathered chicken white climbed

somewhat in early December to an average of 26,000 VND/kg, it remains cheaper than the

production cost of 4,000-7,000 VND/kg. The price of white chicken meat in 2023 is comparable

to the first two months of 2022, although it has dropped by 2,000-7,000 VND/kg after March.

(Department of Livestock, 2024)

Figure 2.1: Chicken production in Vietnam from 2010 to 2021

Source: Statista Research Department, 2023

 Import and export
Vietnam imported roughly 217,000 tons of chicken in 2018, which climbed to over

300,000 tons between 2019 and 2020, then fell to 246,000 tons by 2022, accounting for
approximately 21% of total domestic chicken consumption. As a result, every day, Vietnam eats
more than 674 tons of imported chicken. Businesses imported more than 100,000 tons of various
types of chicken meat in the first eight months of 2023 (Statista Research Department, 2023).
That does not include the amount of layers transported across the border into the Vietnamese
market but not caught or apprehended. Vietnam currently imports waste laying hen items, such
as chicken skin, wing collars, and chicken feet.

The poultry business contributes significantly to the expansion of our country’s
agricultural sector, ranking second in terms of output value and providing jobs for millions of
farming households. Poultry meat and egg products not only fulfill the consumption demands of
approximately 100 million people in the nation, but are also legally exported, establishing
Vietnam as a poultry producing country listed among the top ten in the world. Overall, the

productivity and cost of chicken production in our nation are ordinary. However, in the industrial
livestock industry alone, Vietnam’s productivity objectives are comparable to those of wealthy

nations.

In particular, Vietnam’s poultry sector has aggressively chosen and developed a variety
of colored-feathered chicken breeds from indigenous chicken breeds with high quality
productivity, satisfying the production demands of the quality broiler chicken segment. High
quality.

According to the Department of Livestock (Ministry of Agriculture and Rural
Development), in 2022, live chickens imported into Vietnam for slaughter will be 6,603 tons of
meat, an increase of 100.8%; Slaughtered poultry meat imported to Vietnam is 24,662.1 tons, an
increase of 9.6% compared to 2021. The Vietnamese market that imports poultry products is
mainly the US (41.5%), Brazil (41.5%), and Brazil (41.5%). 22.1%), Korea (18.1%), Poland
(11.6%).

Regarding import markets, in February 2023, Korea was the largest chicken meat supply
market for Vietnam with an import volume of more than 6 thousand tons and a value of more
than 7.6 million USD, an increase of 136.9 % in volume and increased 127.9% in value
compared to the previous month. Cumulatively in the first two months of 2023, chicken meat
imports from the Korean market reached 8.5 thousand tons, worth nearly 11 million USD, down
24.2% in volume and 21.1% in value compared to the previous year. same period in 2022.

Ranked second is the United States market, with chicken imports reaching more than 4.2
thousand tons, worth more than 4.2 million USD, down 34.4% in volume and 36.5% in value
compared to the US market. with last month. Cumulatively in the first two months of 2023,
chicken meat imports from the US market reached 10.6 thousand tons, worth more than 10.9
million USD, down 55.5% in volume and down 57.7% in value. compared to the same period in
2022.

Ranked third is the Brazilian market, with an import volume of nearly 4.5 thousand tons
and a value of more than 3.8 million USD, an increase of 92.4% in volume and an increase of

53.3% in value compared to the previous month. . Cumulatively in the first two months of 2023,
chicken meat imports from the Brazilian market reached 6.8 thousand tons, worth more than 6.3
million USD, down 25.9% in volume and 37.7% in value compared to with the same period in
2022.

Poland ranked 4th, with an import volume of more than 976 tons, worth more than 1.3
million USD, an increase of 9.9% in volume and an increase of 29.4% in value compared to the
previous month. Accumulated in the first two months of 2023, chicken meat imports from the
Polish market reached 1.8 thousand tons, worth more than 2.3 million USD, down 60.0% in
volume and 60.1% in value. compared to the same period in 2022. In March 2023, the largest
chicken export markets to Vietnam are the US (accounting for 34.0%), Korea (29.2%), Brazil
(22.7%), Poland (5.2%), Russia (2.2%), other markets accounted for 6.8%.

Figure 2…: Chicken meat import value in Vietnam

Source: (TrendEconomy , 2024)
According to the Vietnam Poultry Breeding Association, in the last 5 years, the annual
output of imported chicken meat has increased continuously (over 15%/year), accounting for 20 -
25% of the total chicken meat consumed domestically. It can be said that compared to countries
with developed livestock farming, our country’s regulations on importing livestock products are
still easy and loose. Meanwhile, to export poultry meat and eggs, we have to endure many strict
technical barriers in importing countries, making our livestock products weak and disadvantaged.
right on home turf. For example, currently our country does not have specific regulations for
imported meat products using Ractopamine and Cysteamine in 26 countries, including: USA,
Australia, Canada, Brazil, Indonesia, Maylaysia, Mexico, New Zealand. , Philippines, South

Africa, Korea, Thailand… Meanwhile, in the country, farmers are prohibited from using the
above two hormones for livestock and poultry. Therefore, the Vietnam Poultry Association
believes that Vietnam must also ban the import of meat products from countries that use
Ractopamine and Cysteamine to create a healthy and fair competitive environment for

production enterprises. export and domestic livestock production.

Figure 2..: Chicken meat export value in Vietnam

Source: (TrendEconomy , 2024)
Vietnam’s clean chicken meat export industry uses modern ways to make chicken, makes
sure the chicken is good quality, and follows rules for food safety around the world (Thapa et al.,
2024). The country has put money into making poultry farms better, improving places where the
chicken is turned into food, and the systems that bring the food to stores, so they can make good
and safe chicken to send to other countries.Vietnam sends its clean chicken meat to markets in
Asia, Europe, and North America (Thapa et al., 2024). The poultry industry in this country is
known for making clean and safe chicken meat that people in other countries really like.
Vietnamese chicken meat companies follow very strict rules to keep their products clean and
safe. This helps them to make sure their products are well-regarded in other countries.
Vietnam’s clean chicken meat export industry is growing because of good trade
agreements, chances to sell in different markets, and more people wanting high-quality poultry
products (Duong, 2020). The poultry industry in the country is growing and selling more of its

products to other countries. It’s able to do this because it is good at making products, the
products are high quality, and it has a good position in the market.

The clean chicken business in Vietnam is expanding rapidly due to increased consumer
knowledge of food safety and health. To assure product quality, industry companies have
invested in cutting-edge manufacturing technologies. Furthermore, enforcing food safety
regulations promotes the long-term growth of the clean chicken industry. However, several
obstacles remain in clean chicken production, such as high prices owing to the use of
contemporary equipment, as well as the necessity to secure clean and safe raw materials. To
expand this industry, firms must work closely with supply chain partners to assure a consistent
and high-quality supply of raw materials. In the present setting, evaluating the clean chicken
industry in Vietnam is very crucial to understand consumer trends, prospects.

 In Ho Chi Minh City
A big problem in selling clean chicken meat in Ho Chi Minh City is making sure there is

always enough for people to buy. Things like diseases, natural disasters, and changes in feed
prices can affect how much clean chicken meat is available. To deal with these problems, people
in the industry are taking steps to make production more efficient, improve safety for animals
and plants, and make the supply chain stronger. Laws made by the government are really
important in shaping the market for clean chicken meat in Ho Chi Minh City. The government
makes rules and checks to make sure that chicken meat is clean and good quality to eat.
Businesses in the clean chicken meat market need to follow these rules to keep their customers’
trust and confidence. In Ho Chi Minh City, the market for clean chicken meat is always changing
because people want to buy safe and good-quality poultry. As people become more aware of the
importance of food safety and health, the need for clean chicken meat is expected to keep
increasing in the area.

Ho Chi Minh is Vietnam’s biggest metropolis and a key commercial hub. From 2020 to
2023, the consuming of clean chicken in Ho Chi Minh City was impacted by a variety of
variables, including concerns about health, food hygiene rules, consumer choices and market
developments.

In 2021, it is evaluated that Ho Chi Minh City devoured roughly 300,000 tons of chicken
(Thu, 2023). This tall utilization can be ascribed to the city’s huge populace and the notoriety of
chicken dishes in Vietnamese cooking. Chicken could be a versatile and reasonable source of

protein that’s broadly devoured in different shapes such as barbecued, fricasseed, or in soups. In
2022, the consumption of chicken in Ho Chi Minh City is anticipated to extend somewhat to
around 310,000 tons (Thu, 2023). This increment may be driven by components such as
populace development, rising salaries, and changing dietary inclinations. Chicken remains a
staple nourishment in Vietnamese families and is regularly included in conventional dishes as

well as present day culinary manifestations. In 2023, it is anticipated that the utilization of
chicken in Ho Chi Minh City will proceed to develop, coming to roughly 320,000 tons (Thu,
2023). This steady increase reflects the continuous request for chicken as a essential source of
protein within the city’s eat less. As Ho Chi Minh City proceeds to create and urbanize, the
utilization of chicken is likely to stay tall due to its reasonableness and flexibility.
2.1.2. Market development stage
2.1.2.1. In Vietnam

There are actually four phases of market development. There are four stages: conception
or creation, development, peak performance, and demise. (Laurens, 2005)

Currently, the clean chicken market in general, and the clean bamboo chicken market in
particular, are in a strong development stage. In the previous ten years, poultry meat
consumption per capita has grown at an annual pace of 8.5%, outpacing hog consumption. As a
result, each Vietnamese individual will consume almost 17 kg of chicken meat on average in
2020, 20 kg in 2022, and 22 kg in 2023, according to projections. This is a good indication that is
consistent with global meat consumption trends. (Vietnam Livestock Association, 2023)

Specifically, according to the Vietnam Poultry Association, domestic meat and egg
consumption will remain high, accounting for almost 90% of total consumption between now
and 2030. Imports of chicken meat and poultry by-products will vary between 250 and 300
thousand tons per year. The selling price of white-feathered meat hens is expected to fluctuate
between 33,000 and 35,000 VND/kg during the next 5-6 years. The price of short-term colorful
chickens ranges from 50,000 to 55,000 VND per kilogram. Long-term colorful chickens cost
between 60,000 and 70,000 VND per kilogram. Egg costs range between 2,000 and 2,500 VND/
kg. (Vietnam Livestock Association, 2023)

The market for high-quality chicken meat in Vietnam is expanding and evolving. Clean
chicken meat is produced using eco-friendly and sustainable methods. Clean chicken meat is
grown by raising chickens without the use of antibiotics, hormones, or harmful chemicals. It also

means taking good care of the chickens and using sustainable farming methods. (Pham et al.,
2021)

In Vietnam, more and more people are buying clean chicken meat because they care
about food safety and the environment. The market for clean chicken meat is getting bigger.
People are caring more about the food they eat and want products that are made ethically and
sustainably. This has caused more people in Vietnam to want clean chicken meat, so both local
farms and foreign companies are taking advantage of this trend. The government in Vietnam is
making rules to help farmers produce chicken without using harmful chemicals (Pham & Dinh,
2020). This is also affecting how clean chicken meat is sold in the market. The Vietnamese
government is helping farmers to use organic methods to grow crops and raise animals, like
chickens, in a way that is better for the environment. As more people in Vietnam want clean
chicken, there are chances for local and foreign companies to grow and make more good quality
chicken to meet the growing demand. By putting money into studying and making things better
on the farm, and making sure the supply chain is strong, people involved in making clean
chicken meat can help the market for this grow in Vietnam.

In Vietnam, more people want to buy clean chicken meat. The government is helping
farmers to grow more food in a sustainable way. There are also chances for the chicken meat
industry to get bigger and come up with new ideas. There is a growing demand for healthy and
ethically produced chicken meat in Vietnam because people are more concerned about quality
and sustainability.

2.1.2.2. In Ho Chi Minh City
The clean chicken meat market is important for Ho Chi Minh City's food industry (Thi &
Thi, 2023). Clean chicken meat means that the chicken was raised in a way that is good for the
environment and takes care of the chickens. It also means that the meat is safe to eat. Recently,
more people in Ho Chi Minh City want to buy healthy chicken meat because they care about
their health and the environment (Faltmann, 2022).

New technology helps chicken farmers make better and healthier chicken meat. This
satisfies what people want and helps the environment. The clean chicken meat market in Ho Chi
Minh City has been affected by the increase in organic and natural food products. Overall, in Ho
Chi Minh City, more people want to buy high-quality and sustainable chicken meat. This is

because consumers like it, the government requires it, technology is improving, and market
trends are changing.
2.1.3. Market trend
2.1.3.1. In Vietnam

In the Livestock Development Strategy for the period 2021-2030, vision 2045: (1) The
livestock industry develops towards industrialization and modernization, while promoting
organic and traditional livestock farming towards produce high quality, safe goods. (2)
Promoting the potential and advantages of ecological regions to develop livestock farming
comprehensively, effectively, sustainably and adapt to climate change associated with
developing value chains and enhancing added value. increase, ensure biosecurity, epidemics,
environment and food safety, humane treatment of livestock, meet domestic market needs and
increase exports, create jobs, increase income for people. (3) Strengthen scientific research, adapt
and selectively apply the world’s scientific and technological achievements, focusing on
applying the technology of the fourth industrial revolution to enhance competitiveness
competition in the livestock industry. (4) Promote the socialization of livestock activities,
develop livestock in accordance with the market economy and international integration, create a
fair business environment for all economic sectors to participate in investment.

When input and output prices are suitable, livestock facilities can cut costs, slash product
prices, and increase competitiveness and economic efficiency (Nguyen et al., 2023).
Furthermore, steady prices would make it easier for livestock producers to manage their
operations and output. In this instance, livestock producers frequently extend production scales
and boost investment levels to promote their activities, including our unit’s livestock operations
and the growth of the livestock sector. On the other, if input costs are too high or output prices

are too low and fluctuate unexpectedly, farmers will lose money and will be unable to calculate
production efficiency, so they will frequently cut production size and even close down
production and business operations.

The guidelines and policies of the State and local authorities have a great influence on the
economic efficiency of the traffic industry in particular and the development of the livestock
industry in general. Guidelines and policies that have a direct impact on the livestock industry
include credit, land, initial investment support, scientific and technical training... Policies to
loosen and open credit, Land and access to science and technology will help people boldly invest

in livestock farming and expand production scale. On the contrary, inappropriate, binding and
passive policies will hinder investment, reduce trust and economic efficiency. In addition, today
our country’s economy is increasingly integrated into the global economy. The agricultural
sector in general and the livestock industry in particular are also strongly influenced by policies
on investment, import and export, and transfer of science and technology... Therefore, livestock
farms have many opportunities to develop. development, but also faces many challenges and
difficulties in the increasingly fierce global competition. While reality shows that livestock
farming activities in general and broiler chickens in particular in Vietnam are still weak in all
aspects from financial capacity, management experience to productivity and product quality.
Therefore, this impact is even more obvious on the results and economic efficiency of the traffic
industry in our country.

Acquisitions by major industry operators have further increased concentration over the
past five years. This trend is expected to continue due to profitability pressures from many large
companies as they focus on developing their core businesses to achieve optimal economies of
scale. Most of the major operators in this industry produce multiple types of meat products, and
many are expanding their product ranges. Chicken processors work while monitoring food
safety. All processors engaged in interstate commerce are subject to FSIS rules, regulations, and
inspection requirements. Demand for and prices for poultry products in Vietnam have increased
almost linearly over the past few decades, and most forecasts indicate that this trend will

continue. Because poultry product production is designed to meet demand, long-term price
fluctuations remain relatively low. Compared to many other products, chicken market prices
fluctuate and decline very slowly.

2.1.3.2. In Ho Chi Minh city
Expanded Demand for Organic and Free-Range Chicken: In later a long time, there
has been a developing slant towards natural and free-range chicken in Ho Chi Minh City.
Shoppers are getting to be more cognizant approximately the quality of their nourishment and are
willing to pay a premium for clean and morally created chicken. (Ipsos Business Consulting,
2023)
Government Controls on Nourishment Security: The Vietnamese government has
executed strict controls on nourishment security to guarantee that poultry items meet certain
guidelines some time recently they are sold to shoppers. This has driven to an increment within

the utilization of clean chicken as shoppers gotten to be more mindful of the significance of
nourishment security. (Ipsos Business Consulting, 2023)

Rise of Online Nourishment Conveyance Administrations: The rise of online
nourishment conveyance administrations in Ho Chi Minh City has made it less demanding for
shoppers to get to clean chicken items from legitimate providers. This comfort calculate has
contributed to the expanded consumption of clean chicken within the city. (Ipsos Business
Consulting, 2023)

Advancement of Solid Eating Propensities: Wellbeing campaigns and activities
advancing sound eating propensities have moreover played a part in forming buyer behavior
towards choosing clean chicken over ordinary poultry items. The accentuation on nourishment
and wellness has driven to a move in shopper inclinations towards cleaner and more beneficial
nourishment alternatives. (Ipsos Business Consulting, 2023)

Development of Grocery stores and Forte Stores: The development of grocery stores

and claim to fame stores advertising a wide run of clean chicken items has made it more open to
buyers in Ho Chi Minh City. The accessibility of these items in retail outlets has contributed to
the overall increment in utilization of clean chicken within the city. (Ipsos Business Consulting,
2023)

In sum, the utilization of clean chicken in Ho Chi Minh City from 2020 to 2023 has been
driven by a combination of components counting customer mindfulness, government controls,
advertise patterns, and availability through different retail channels. The market for clean chicken
in Ho Chi Minh City is growing because people want safe and good quality chicken. Clean
chicken is chicken raised in a safe way without chemicals or antibiotics, so it's safe for people to
eat. In Ho Chi Minh, more people are starting to eat clean chicken because they know it's better
for their health and safety. The stores, supermarkets, and restaurants in this city are now selling
fresh chicken to meet the needs of their customers.
2.2. Competitors and supply analysis
2.2.1. Competitors analysis

Competitor analysis is a way to figure out how good other companies are and see where
they're strong and weak. It helps us know who we're up against. It helps businesses know who
they are up against, predict what's going to happen in the market, and come up with good plans
to do better than their competition. Studying competitors usually means finding out about what

they sell, how much they charge, where they sell, how they advertise, and how well they're doing
in the market. (Grant, 2021)

CP Vietnam Livestock Joint Stock Company (C.P) is considered a pioneer enterprise in
the "3F" model, which means from feed to farm to food. . Initially when entering the Vietnamese
market, this company only provided animal feed, then developed the egg-laying chicken
segment, providing pigs, broilers, sausages, breeding pigs, and exporting shrimp and pangasius.
Currently, CP has 6 livestock and poultry feed factories and 3 aquatic feed factories with a
capacity of 4 million tons a year. With the form of livestock farming cooperation, the company

has established 3,000 farms with farmers. In 2014, this business’s revenue reached 2.07 billion
USD, of which the animal feed segment alone reached 867 million USD. The rest comes from
livestock and food processing with 1.2 billion USD. Initially when entering the Vietnamese
market, the company’s pig farming segment only accounted for 1% of the country’s total herd,
but now we have accounted for 40%. The company is aiming to be the 7th largest supplier of
clean pork in the world.

The joint venture company Austfeed also quickly perfected the "farm to table"
production model and became a formidable competitor of businesses in the industry. Entering
Vietnam in 2004, Austfeed was initially just a small animal feed manufacturing company. After
10 years, this enterprise has a network of 4 factories, and takes control of Cai Lay Veterinary
Pharmaceutical Company (Mekovet). In addition, Austfeed also established Mavin Food Joint
Venture Company.

Another foreign unit that has also shaped the 3F model is Japfa Comfeed Vietnam
Company Limited. In addition to 5 animal feed factories, the company has organized chicken
farming, super lean pork and chicken breeding production. Currently, Japfa Comfeed Vietnam
also has a poultry slaughterhouse and a food processing factory (sausage) under the Jupiter
brand.

CP Vietnam Livestock Joint Stock Company is a big competitor in the clean chicken
meat market in Ho Chi Minh City. Austfeed Company is a big company that sells lots of
different kinds of clean chicken meat to people. They have set up ways to deliver their products
and make people aware of their brand, which helps them do well against their competitors in the
market. Another important company in the market is called Massan. They are a local farm that
focuses on making organic and clean chicken meat products. Meat Deli stands out by using

sustainable farming methods and selling high-quality products to people who care about their
health. Also, Dabaco Meat Processing Company is a big competitor that provides fresh chicken
meat products to different stores and restaurants in Ho Chhi Minh City. They are known for

making really good products and being really good at getting them to people, which makes them
a strong company in the market. Other companies that sell clean chicken meat are Hoa Phat,
which sells organic and ethically sourced chicken, and San Ha Company Limited, a group of
small farmers that sell specialty chicken products to specific groups of people.

In Ho Chi Minh City, it’s really important for businesses in the clean chicken meat
market to study their competition carefully. This will help them know where they stand in the
industry, find ways to do better, and take advantage of new chances to succeed.

Figure 2.2:Competitors mapping

2.2.2. Supply analysis

The market for fresh chicken meat in Ho Chi Minh City, Vietnam, is an important part of
the city’s food industry. People want more healthy chicken meat so the demand for it is going up.
Clean chicken meat means chicken products that do not have any antibiotics, hormones, or other
bad chemicals in them. In Ho Chi Minh City, more and more people want to buy clean chicken
meat because they are worried about the safety and quality of their food. In Ho Chi Minh City,
most of the clean chicken meat comes from nearby farms and suppliers. These farms enforce
strict regulations to guarantee the production of safe and clean chicken meat. The process of
getting clean chicken meat involves many steps, like breeding, raising, processing, and
delivering. Farmers in the area are using new ways of farming to produce more clean chicken
meat because people want to buy it.

Studying the suppliers of chicken meat in Ho Chi Minh City means looking at the
different companies that sell chicken to people and businesses in that area. Suppliers are very
important in getting good chicken to the stores in Ho Chi Minh City for customers to buy. They
make sure the chicken is good quality and there is enough for everyone who wants to buy it.
Knowing about the suppliers in this market can help businesses make smart choices about where
they get their products from, how much they pay, and how they make sure the products are good.

In the Ho Chi Minh City chicken meat market, suppliers can be poultry farms,
wholesalers, distributors, and retailers. Poultry farms are places where chickens are raised and
prepared for sale to stores and restaurants. Wholesalers buy a lot of chicken from farms and sell
it to businesses like restaurants, hotels, and supermarkets. Distributors move chicken meat from
farms or wholesalers to stores or people who buy it. Stores sell chicken meat to people through
different ways like in the actual store, online, or at restaurants.

Evaluating chicken meat suppliers in the market means checking if they are reliable, have
good quality products, fair prices, good distribution, and sustainable practices (Putri et al., 2023).
Companies in this market have to build good relationships with their suppliers to make sure they
always have enough chicken meat that is clean and meets the rules and what customers like.
Analyzing suppliers carefully can help businesses find possible problems and good chances in
the market (Winston et al., 2013). They can also create plans to improve their ability to compete
and last a long time (Chang et al., 2020). In Ho Chi Minh City, suppliers are very important for
the clean chicken meat market. They make sure there are good quality products for people and

businesses to buy. By thoroughly studying suppliers, businesses can make their supply chain
work better and improve their position in the market.

Hoa Phat poultry farming
Hoa Phat Poultry Company Limited is a member of Hoa Phat Agriculture Corporation, in
charge of implementing projects on raising breeding chickens and producing clean eggs since
2016. Currently, the Company has a livestock farm. Vietnam’s leading high-tech, large-scale
chicken in Phu Tho province with a total area of more than 50 hectares, capacity of 15,000
parent breed chickens. Every year, the Company provides over 300 million clean eggs/year,
holding the No. 1 market share in chicken egg supply in the Northern region. Hoa Phat clean
chicken eggs products are distributed in a system of food stores and large supermarkets in Hanoi,
the Northern and North Central provinces and exported to countries in Southeast Asia.
As a member of Hoa Phat Group, Hoa Phat Poultry Company Limited always focuses on

inheriting and promoting the spirit of "Leading with quality", shown right from the breeding
stage. Hoa Phat chose the Hyline Brown super egg chicken breed from England and Australia,
which is one of the two largest egg-oriented chicken breed brands in the world. This breed of
chicken produces eggs with reddish-brown shells, shiny, characteristic oval shape, yellow-red
yolks, firm texture, flexible and regular whites, containing balanced and abundant nutrients,
suitable with Vietnamese consumer tastes.
Sao Viet Tuyen Quang Company Limited
Quality is the pillar of all products of Sao Viet Tuyen Quang Company Limited. Breeding
chickens from our supply are selected from healthy chickens, through careful care and nurturing.
This ensures that the chickens have good resistance and high development potential. Sao Viet
Tuyen Quang Company Limited provides a wide range of chicken breeds to suit different
farming needs. From meat breeds for production needs, to egg breeds for high-performance
livestock farming, Sao Viet Tuyen Quang Company Limited meets all your requirements. All
chicken breeds of Sao Viet Tuyen Quang Company Limited are tested and certified for health
and origin. This ensures customers will receive healthy and reliable breeding chickens for their
farming projects.
Another big company that sells clean chicken meat in Ho Chi Minh City is Ba Huan
Company. Ba Huan is famous for its natural and antibiotic-free chicken products. People like
them because they are healthier. The company’s promise to farm in a way that protects the

environment has helped it do well in the market. Vinamilk, a famous milk company in Vietnam,

is now also selling clean chicken meat in Ho Chi Minh City. The company uses its good brand

name and places where it sells things to promote its healthy chicken products to people in the

city. Aside from the big companies, there are also some smaller local businesses in Ho Chi Minh

City that sell clean chicken mea (Le et al., 2020) t. This includes farms run by families and

specialty stores that sell poultry products to specific groups of people who want very good and

ethically sourced products.

2.2.3. SWOT of the business plan

S W

 Good Product: A company that  It costs more money to keep poultry

focuses on raising chickens in a clean farms clean than using regular

and healthy way can use its dedication methods.

to making safe and good quality  Small poultry farms that are clean and

chicken products. well-run may have a hard time

 A good reputation for selling clean growing to make more food to meet

and ethically sourced chicken can the needs of more people.

make a company stand out from  Relying on other companies for things

others. like food, equipment, or other

 Using sustainable farming methods resources can be risky for our

can attract customers who care about business.

the environment and make the

company look good.

 Getting products into many stores:

Making deals with stores and

companies that sell products can help

make sure lots of people can buy the

company's products.

O T

 More people want organic food, which  Tough competition from other poultry

is good for companies that sell it. It producers could affect the company's

means they can sell more and make place in the market.

more money.  Changes in rules about keeping food

 Growing into new places or making safe, or in the standards for how food

new things can help a business get companies should work, might mean

bigger and have more variety. that our company has to change how it

 Teaming up with restaurants and does things.

stores that focus on using clean  Supply Chain Disruptions: Problems

ingredients can help increase the in getting things from one place to

popularity and sales of our products. another because of things like sickness

or bad weather can cause problems

with making things and getting them

to people
Clean chicken business in Ho Chi Minh City brings many opportunities and challenges

for businesses in this industry. Below is an analysis of the benefits and disadvantages of running

a clean chicken business here:

Advantages:

 Potential market: Ho Chi Minh City is one of the largest urban areas in Vietnam, with a

dense population. This creates a potential market for clean chicken products, with

increasing consumer demand.

 Health awareness: Consumers are increasingly concerned about food quality and food

safety. Clean chicken is considered a safer and healthier choice than industrial chicken,

which can help businesses attract customers.

 Support from the government: The Vietnamese government has policies to support

businesses that produce clean food, including clean chicken. This helps reduce financial

pressure and increase the chances of success for businesses.

Difficulty:

 Fierce competition: The clean chicken business in Ho Chi Minh City is growing strongly,

leading to fierce competition from businesses as well as from imported products.

 Transportation issues: Maintaining the quality of clean chicken during transportation

from the production site to the retail point can be a challenge, especially in poor city

traffic conditions.

 Raw material management: To produce clean chicken, managing input raw materials to
ensure safety and quality can be a complicated issue, especially when the supply is
unstable.

 Standard requirements: The requirements for food safety and hygiene standards in clean
chicken production are very high, which requires businesses to strictly comply to avoid
being fined or losing reputation.

 Climate change: Climate change can affect clean chicken production by affecting farming

sources and farming conditions.

2.3. Custommers analysis
People in Vietnam are starting to like and want to buy chicken meat that is clean and safe

to eat. Clean chicken meat is chicken meat that doesn't have any chemicals, antibiotics, or
hormones, and isn't polluted. However, it is still difficult to find enough clean chicken in
Vietnam because of the supply and demand situation. Even though more people want to buy and
eat healthy chicken, there isn't enough available to meet the demand. Companies that produce
clean chicken meat are having trouble keeping up with producing enough meat and getting good
quality ingredients. Also, it's hard for consumers to trust where and how chicken is made because
the information about it isn't clear.

Ho Chi Minh City is the biggest city in Vietnam. It's the main place for businesses and
culture in the country. As of the most recent information, Ho Chi Minh City has about 9 million
people living there (World Population Review, 2024). The number of people living in the city
has been going up because more people are moving from the countryside, more babies are being
born, and there are more job opportunities in the city. The population in Ho Chi Minh City is
growing because of many reasons. One important reason is when people move from the
countryside to the city to find better jobs, education, and healthcare (Van, 2022). Many migrants
coming to the city have helped the population grow a lot. Also, more babies being born than
people dying is also making the city's population grow. Many people from different places in
Vietnam and other countries have come to Ho Chi Minh City for the jobs and money-making
chances it offers. The city is a big economic hub in Vietnam and there are lots of different jobs
available in areas like making things, helping people, banking, and technology. This has caused
more people to move to the city in search of a better life and job opportunities.

Additionally, Ho Chi Minh City is a great place to visit for both local and foreign tourists
because of its lively culture, rich history, and modern facilities. The city's population grows
because of tourists, people from other countries living there for a while, and students going to the

city's universities.

Ho Chi Minh City is a busy city with around 9 million people living there. The city is
getting bigger because people from the countryside are moving there, more babies are being
born, there are job opportunities, and more tourists are visiting. Ho Chi Minh City is one of the
biggest cities in Vietnam. It keeps growing and becoming more important for the region's
economy and culture.

Many people in Ho Chi Minh City like to buy clean chicken meat because they care about
having safe and good quality food. Studying who buys fresh chicken in this city can help
businesses and government make better decisions. People who buy organic chicken do it for
different reasons like health, protecting the environment, caring for animals, and because they
like the taste. Research has found that people think organic chicken is better for their health,
better for the environment, and produced in a more ethical way than regular chicken (Bearth et
al., 2014). These thoughts affect how they decide what to buy and if they are willing to pay more
for organic products.

Regarding demand characteristics, some of the main habits and tastes of Vietnamese
consumers today with chicken products are:

Vietnamese consumers prefer fresh chicken meat rather than frozen or refrigerated
products. They still pay a lot of attention to price and compare prices in different consumption
channels. Although a part of consumers are starting to pay more attention to quality and food
safety issues, they aim for chicken products with clear origins, product packaging labels and
modern distribution channels. not much and not often. In general, the consumption channel that
consumers choose the most is still through traditional markets (80%) compared to modern sales
points such as food stores or convenience retail stores and commercial supermarkets. general
business (20%)

Most customers today stay up to speed on news regarding food hygiene and safety in

general, as well as incidents involving pork production and consumption. Since then, people
have lost trust in the quality of pigs on the market, and some consumers have even reduced their
meat consumption and turned to other alternatives. As a result, if there is a safe form of pork on