(Tiểu luận) strategic management công ty cổ phần việt nam kỹ nghệ súc sản ( vissan)

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<b>MINISTRY OF EDUCATION AND TRAININGHO CHI MINH CITY OPEN UNIVERSITY</b>

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II. BUILDING A VISION AND MISSION FOR THE BUSINESS 7

1. The Vissan company’s external opportunities and threats 8 2. The competitive Profile Matrix (CPM) 12 3. The external Factor evaluation (EFE) Matrix 16 4. The Vissan Company's internal strengths and weaknesses. 17 5. The internal Factor evaluation (IFE) Matrix. 19 IV. THE STRENGTHS-WEAKNESSES-OPPORTUNITIES-THREATS (SWOT) MATRIX & THE INTERNAL-EXTERNAL (IE) MATRIX 20

2. The Internal External (IE) Matrix.- 23

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2. Marketing for new product 24

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<b>I. INTRODUCE ABOUT THE VISSAN JOINT STOCK COMPANY</b>

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<b>1.2 Company's products</b>

Vissan's product portfolio includes 3 main categories of Fresh Food, Processed Food, and Spices.

- Fresh food: pork, beef

- Processed foods: hot dogs, sausages, canned goods, frozen goods, cold meats, and some other items

- Seasoning: Vissan seasoning seeds

<b>2. Company’s Vision </b>

<i>“ To establish a closed, sustainable supply chain, traceability, and international recognition as the top food brand in Vietnam. “</i>

<b>3. Company’s Mission</b>

<i>“ Committed to bringing a better and richer life to the community by offering safe, high-quality food with high nutritional content and convenience. “</i>

<b>4. Current objectives</b>

• Persevere in the mission

- In order to protect the health of consumers in the context of rampant dirty food, Vissan always gives top priority to process improvement to improve product efficiency and quality.

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- The Company's products are manufactured under a closed linkage process by a system of modern machinery - equipment and advanced technology; aims to complete the supply chain of clean, safe and sustainable food "<small> T</small>ừ trang trại đến bàn ăn " (3F), ensuring quality at all three important stages of the food creation process including: feed farming (Feed), environment - care techniques (Farm), processing (Food).

• Constantly improving and innovating to best serve consumers

- Vissan placed assume a new mission: preserving and promoting the value of Vietnamese family meals in modern life.

- Constantly building and perfecting the safe and sustainable food supply chain " Từ trang tr i đạ ến bàn ăn”

- The company also prioritizes the development, optimization and diversification of the distribution channel system.

- Invest resources to build high-quality cattle breeding areas with traceability; strengthen control of food hygiene and safety for the whole product; building and completing a safe and sustainable food supply chain.

<b>5. Current strategies </b>

The primary strategy focus of Vissan at the moment is to approach the market with quality while also ensuring food safety and hygiene.

- Develop new strategies for properly preparing raw materials and concentrate on extending the market for beef and pork products through a variety of distribution channels.

- Focus in particular on the online sales channel. Boost online sales by connecting to the Vissanmart.com website's e-commerce platforms...

- Vissan also focuses on the value chain from manufacturing to processing to distribution to the market by combining closed business chain links and mobilizing social resources.

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<b>II. BUILDING A VISION AND MISSION FOR THE BUSINESS</b>

From the achievements that the company has achieved during the 53 years since its establishment and based on the factors of the company's development potential, the changing situation of the market, along with the macro factors, The micro of the economy and the globalization trend of the times, in the future 2023-2033, the vision, mission and goals are planned as follows:

<b>• Vision</b>

For the domestic market:

- Maintaining its strong hold on the top spot in the production, processing, and delivery of food. Monopolize and control nearly the entire domestic market. - Increase manufacturing to meet the expanding consumer market demand. Building

a distribution network that spans the entire nation, caters to all customer tastes, and prevents rivals from introducing replacement items.

- To achieve a completely closed manufacturing process, business operations must be developed, and animal husbandry, which produces raw materials, must play a significant part in the food industry.

- Utilizing internal resources including money, technology, people, and knowledge from all industries domestically and abroad through partnerships, joint ventures, associations for synchronous development, and construction High-quality, safe food that can be tracked and monitored is provided via a closed food chain, which runs from the raw material to the processing area.

For export market:

- Expanding the brand in the typical export markets and strengthening the brand's position.

- Aiming to become a multinational firm and take part in the globalized economy by expanding exports to new markets, particularly international markets.

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<b>• Mission </b>

Enterprises must engage in more activities in addition to their product obligations to connect with the community, partners through prestige, and customers particularly through the abundant energy but excellent quality that food provides. Throughout the development process, the basic principles, mission, and operating motto of the VISSAN brand were always developed with the needs of the consumer in mind. Develop the company's core value:

- Pride is full of life. - Professionalism

- Innovation in culinary traditions and culture. - Friendly to the community and the environment. - The health and safety of food hygiene. - Taste and nutrition.

- Diversity, abundance and satisfaction of needs. - Convenience

<b>1. The Vissan company’s external opportunities and threats</b>

• The economy's growth rate

Due to the Covid-19 epidemic that is projected to begin in 2020 and spread in 2021, the economy's growth rate is very stable and is expected to rise by 6–6.5% throughout these two years. Even if it was only a few years ago roughly half, it is still one of the top nations in the world for positive growth rates. But for the first time in decades, the growth rate of the actual estimate has exceeded 8%. This demonstrates that the Vietnamese economy is showing increasingly evident evidence of success. Agriculture, forestry, and fishery saw a growth of 3.36%; industry and construction saw an increase of 7.78%; and services saw an increase of 9.99%. According to the Vietnam Country Director for ADB, manufacturing

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and services recovered faster than anticipated in the first half of 2022, and the Vietnamese economy has since continued to thrive despite a difficult global economic environment. Due to a significant FDI inflow, this trend will last through the second half of 2022.

• Potential market

Potential market for consumption According to GSO, Vietnam's food processing sector has made significant advancements over the years, significantly boosting both the sector's and the nation's overall economic growth, with an average growth rate of 7%/year for the industrial production index over the five-year period from 2016 to 2020. The consumption index for the industries producing food and beverages climbed by 8.1% and 10.2%, respectively, over the same period last year, according to the General Statistics Office. The meat processing company with the greatest market share right now is Vissan Joint Stock Company (pork and beef), followed by JSC JSC and San Ha Co., Ltd. The meat processing company with the greatest market share right now is Vissan Joint Stock Company (pork and beef), followed by JSC JSC and San Ha Co., Ltd. After it was revealed that meat products supplied by small traders did not provide food safety and hygiene and harmed consumers' health and meat consumption at VISSAN during the time, a representative of VISSAN also stated. grew by almost 15%. However, the industry is also confronting difficulties, necessitating reforms in the areas of production conditions, business environments, and legal procedures in order to improve competitiveness. The production and processing of food in Vietnam is experiencing rapid growth, and the country is steadily offering a wide range of fiercely competitive goods while also expanding its exports and dominating the home market.

• Income per capita

Income per capita rises The predicted yearly growth rate of the world's per capita income from 2020 to 2050 is 2.5%. Employees' average monthly income will be VND 6.7 million in 2022, up from VND 6.2 million in the prior year and VND 759,000 over the same time in 2019. Particularly in 2022, economic growth in income across most

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industries. Consumption of frozen and processed livestock products will rise as income rises, along with spending on livestock products.)

• Increasing demand for food

Sustainability, health and safety, and convenience are three emerging trends that are having an impact on the global food sector, according to Mr. Ehab AbouOaf, President of the Food sector Association of Asia (FIA). By 2050, it is anticipated that there will be 9.7 billion people on the planet, a 30% increase in population, and a 60% rise in global food demand, particularly for meat and protein.

• Technology for production and processing

Technology for production and processing is getting more sophisticated. (Production line system with equipment and technology imported from Japan and Europe). utilizing a system of contemporary tools and apparatus that, upon the request of the authorities, are independently examined by an inspection agency and given a slaughter license. The pig slaughter line operated by VISSAN is currently regarded as one of Vietnam's most cutting-edge lines. Through an online camera system, the entire cow slaughter procedure is watched from Australia. VISSAN is currently in possession of an ESCAS certificate. The HCM City Veterinary Department maintains stringent control over the process of slaughtering, mixing, and preserving beef in addition to ensuring that it complies with ESCAS regulations. The HCM City Veterinary Department maintains stringent control over the process of slaughtering, mixing, and preserving beef in addition to ensuring that it complies with ESCAS regulations. 360 heads per hour capacity pig killing line. A food processing line with a total capacity of 75,000 tons per year, a beef slaughter line with a capacity of 60 heads/hour, and a poultry slaughter line with a capacity of 2,000 heads/hour. factories that process byproducts, wastewater treatment systems, and freezing and freezing systems. According to ISO, HACCP, and other food safety and hygiene standards, the industrial cluster is set up. Advanced technology will be used in equipment for processing and slaughtering that is appropriate for Vietnam. To protect the ecology and the landscape,

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spend money on a wastewater treatment facility and plant trees. This will guarantee that the facility complies with state laws for environmental cleanliness.

• Population increases, young people account for a high percentage

Growth in the population and the proportion of young people Vietnam's population is projected to grow by 745,096 people in 2023, reaching 100,059,299 people by the beginning of 2024. By 2050, it is anticipated that there will be 9.7 billion people on the planet, a 30% increase in population, and a 60% rise in global food demand, particularly for meat and protein.

• The business climate is becoming more challenging

The business climate is becoming more challenging. (Vietnam joins the WTO, so the competitive environment is increasingly fierce with the expansion of competitors in the foreign-invested industry). Additionally, when competitors with significant financial potential multiply, the industry will see an increase in the level of competition amongst businesses. Costs will rise as a result, which will have an impact on the company's output, revenue, and profit.

• Increased input factors have an impact on price competitiveness. (Material resources, human resources, bills, contracts, equipment, and technology) • Standards for cleanliness and food safety are rising

Standards for cleanliness and food safety are rising (growth bran is used in animal husbandry, and growth hormones are also employed in the seafood business. They continue to utilize cleaning agents, colorants, perfumes, and a variety of other dangerous substances in the food processing sector. Exports and consumption are being negatively impacted by the manufacturing of some items of poor quality, either through processing or contamination from the environment.

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• Threats from epidemics, natural disasters, and environmental pollution Threats from epidemics, natural disasters, and environmental pollution In many nations around the world, the source of pollution, according to a research by the Food and Agriculture Organization of the United Nations (FAO) and the International Water Management Institute The main sources of water today are agricultural, not urban or industrial, and the most frequent pollution identified in aquifers around the world is nitrogen from farming. Billions of dollars are spent year on this pollution, which has an impact on billions of people worldwide. ASF in particular continues to have problematic dynamics in pig herds, spreading to areas with big herds and high densities, raising the possibility of a long-term supply deficit.

<b>2. The competitive Profile Matrix (CPM)</b>

In the current meat processing industry, Vissan is competing with main competitors that are: CP Food, MEATLiffe of Masan.

COMPETITOR COMPARISON TABLE

Binh Thuan, …

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CPM TABLE

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General comments : According to the competitive matrix above, Vissan Company outperforms two rivals, C.P Vietnam Livestock Joint Stock Company (total score of 2.76) and Ha Nam Meat Company Limited (Meatlife), by a total score of 3.26. (with a total score of 2.62). Vissan's strengths over its competitors in the following areas—having a sizable market share, having a nationwide distribution network, being proactive in sourcing capital, financial stability, and cutting-edge production technology—allow it to have a significant competitive advantage over rival businesses. In several areas, such as advertising and promotion efforts and market demand research initiatives, the corporation is still behind its rivals. Therefore, Vissan must concentrate on the areas where it falls short of rivals in order to suggest a development strategy.

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<b>3. The external Factor evaluation (EFE) Matrix</b>

EFE Table

➢ General comments : The overall critical score of 2.88—higher than the median of 2.5—indicates that Vissan's capacity for responding to external challenges and opportunities is respectable. Additionally, the success of the organization is

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