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研究生： 金強
Kim, Manh Tuan
論文名稱： 越南食品加工業的策略管理,以Masan Consumer公司為例
Strategic Management of the processed food industry in Vietnam, a case study of the Masan Consumer Corporation
指導教授： 郭維裕
Kuo,Weiyu George
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 84
中文關鍵詞： 策略管理 、加工食品 、競爭優勢
外文關鍵詞： strategic management, processed food, competitive advantage
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    • 越南食品加工業的策略管理,以Masan Consumer公司為例

    The processed food industry in Vietnam is at its growth stage with more companies having joined the market in the past twenties years, attempting to stronger position their brand name or trying to build a loyal customer base. The Masan Consumer Corporation, which belongs to the Masan Group - one of the Vietnam’s biggest private sector companies, has been operating quite well in the market with encouraging business performance. The Masan Consumer Corporation has an efficient logistics management, famous brand names, and a huge investment from a private equity fund, a good production facility and a capable management team with both local and international professionals.
    The Vietnam’s macroeconomic environment offers the company with many opportunities, such as: Consumers have more interest in branded products and are ready to pay higher price for special offering; High level of disposable income and expenditure on food both in city centers and rural areas; travel industry is developing and looser family structure; The domestic market remains big and faster pace of life in the city centers and online delivery is an untapped channel of distribution. At the same time, there are some threats facing the company, which are the higher expectation from customers; Famous Western products with strong investment of promotion and marketing programs or more companies from the Asian Economy Committee are investing in Vietnam; Hard to predict the inflation rate or too high interest rate; Competition from imported brands from other countries; An increase in energy cost in cost structure of the company. Based on the analysis of looking outside and inside the company, strategic recommendations for business and functional levels and strategic business units are proposed.

    Section 1: Introduction v
    1.1. Motivations 1
    1.2. Purpose and Objective 2
    1.3. Data and Methodology 2
    Section 2: Background Information 3
    2.1. The general analysis of food industry in Vietnam 3
    2.2. Introduction of the Masan Consumer 5
    2.2.1. Background information 5
    2.2.2. Some key financial information 8
    2.2.3. Current Strategic Management of the Masan Consumer 10
    Section 3: Literature Review 12
    3.1. Strategy definition 12
    3.2. External Analysis 12
    3.2.1. Industry Definition 12
    3.2.2. Strategic Groups within Industries 13
    3.2.3. Industry Life-Cycle Analysis 13
    3.2.4. PEST analysis 17
    3.3. Internal Analysis 19
    3.3.1. Value Chain Analysis 19
    3.3.2. VRIO Analysis 23
    3.4. SWOT Analysis Summary 26
    3.5. Strategy Development: McKinsey Matrix 28
    Section 4: the Strategic Management of the Masan Consumer and the Competition in the processed food industry in Vietnam 32
    4.1. External Analysis 32
    4.1.1. The Industry Stage, Strategic Group Analysis 32
    4.1.2. The Macro-Environment (PEST analysis) 40
    4.1.3. Opportunities and Threats Summary 59
    4.2. Internal Analysis 62
    4.2.1. Value Chain Analysis 62
    4.2.2. VRIO Analysis to identify the company’s strengths 67
    4.3. SWOT Analysis Summary 72
    4.4. Strategy Development, McKinsey Matrix 75
    4.4.1 Strategy Development of sauce brand names of the Masan Consumer 75
    4.4.2 Strategy Development of instant noodles brand names of the Masan Consumer 78
    Section 5: Conclusion and Recommendation .81
    5.1 Strategy recommendation for business and functional level: 81
    5.2 Strategy recommendation for strategic business units 82
    Bibliography 84

     Gareth R. Jones and Charles W.L. Hill. 2013. “Theory of Strategic Management with
    Cases”: 4 - 116
     Porter, M. E. The Competitive Advantage: Creating and Sustaining Superior Performance, 1985.
     Barney, J. B. Firm Resources and Sustained Competitive Advantage, 1991.
     Jeannet and Hennessey, Global Marketing Strategies, 2004
     Vietnam General Statistics Organization
    Retrieved at http://www.gso.gov.vn/Default_en.aspx?tabid=491
     Asian Development Bank, Vietnam Economy, 2015
    Retrieved at http://www.adb.org/search?keywords=vietnam+economy&=Apply
     Business Euromonitor International’s report, 2015
    Retrieved at http://www.euromonitor.com/soft-drinks-in-vietnam/report
     The official website of the Masan Consumer Corporation
    Retrieved at http://www.masanconsumer.com/
     Masan Group Annual Report. 2008, 2009, 2010, 2011, 2012, 2013. Retrieved April 18,
    2015, from the World Wide Web:
    http://www.masangroup.com/masanconsumer/en/investor-center/annual-reports
     Masan Consumer Overview. Retrieved April 18, 2015, from the World Wide Web:
    http://www.masangroup.com/masanconsumer/en/about-us/overview
     Nielsen Holdings N.V, Vietnam food and drink report
    Retrieved at http://www.nielsen.com/us/en/search.html?q=vietnam&sp_cs=UTF-8
     VPBS research (Vietnam Prosperity Bank Securities)
    Retrieved at https://www.vpbs.com.vn/Handlers/DownloadReport.ashx?ReportID=2231.
     Transparency International Report. Retrieved at http://www.transparency.org/country#VNM
     http://www.tradingeconomics.com/vietnam/indicators
     http://themoneyconverter.com/USD/VND.aspx
     http://www.globalpetrolprices.com/Vietnam
     http://asian-power.com/environment/in-focus/vietnam-notes-huge-re-potential

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