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<b>Individual Assignment</b>

<b>Class code: MKT1811Subject code: MKT101Full name: Đào Hải YếnRoll number: HS171272</b>

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<b>Masan Consumer and analyze its marketing environment.</b>

<b>IIntroduction to the company</b>

Masan Consumer Joint Stock Company (Masan Consumer), formerly known as Viet TienTechnology - Engineering - Trading Joint Stock Company, specialises in manufacturingprocessed foods and condiment products. After many conversions, on June 10, 2015, thecompany changed its name to Masan Consumer Goods Joint Stock Company.

Masan Consumer Joint Stock Company (Masan Consumer) is currently rated as one of thelargest consumer goods companies in Vietnam. The company is currently manufacturingand distributing a wide range of food and beverage products, including condiments (fishsauce, soy sauce, chilli sauce), convenience foods (instant noodles, convenient breakfasts,etc.). benefits), and beverage products (instant coffee, instant cereals and mineral water).The company started its operations in 2000 and has since successfully developed itsproduct portfolio and distribution system to establish its leading position in the market ofbranded food and beverages in China. Vietnam. Masan Consumer has created the mostloved and trusted brands in Vietnam such as Chin-su, Omachi, Kokomi, Nam Ngu…

1. Company history.

● In 1996, Viet Tien Technology - Technology - Trade Joint Stock Company was

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Masan Consumer Company manufactures and distributes consumer goods such asinstant food, condiments, bottled water, coffee, household consumer goods, etc.

● Convenience food industry: Instant noodles: Omachi, Kokomi, Tien Vua; all kindsof box noodles. Chinsu breakfast set: beef noodle soup, chicken vermicellistewed with bamboo shoots, Nam Vang noodle soup.

● Spices industry: Chinsu Broth mix, Chinsu Chili sauce, Chinsu Ketchup, ChinsuChili Garlic soy sauce, Fish sauce: Chinsu, Nam Ngu, Tam Thai Tu.

● Bottled beverage industry: Vivant mineral water, Vinh Hao, Wake-up 347.● Coffee: Vinacafe, Wake-up Café

● Processed meat industry: Ponie sausage, Heo Cao Boi sausage, Heo Cao Boimeatballs.

● Personal and home care category: Detergent: Joins 2 in 1.3. Vision

● To be Vietnam’s leading consumer company by sales, profitability and brandrecognition;

● To meet the daily needs of Vietnam's 90 million evolving consumers;● To be the destination for top talent and to be recognized as the best workplace in

Vietnam; and

● To be the symbol for quality and a source of pride among Vietnamese.4. Core values

● Leadership:● Entrepreneurship● Passion for winning● Integrity● Trust

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<b>I.Marketing EnvironmentI.The company’s microenvironment</b>

1.1. The company

Masan Consumer is one of two subsidiaries of Masan Consumer Holdings - amember of Masan Group Corporation, headquartered in Ho Chi Minh City,Vietnam. Masan ranked 7th in the list of Top 50 most valuable brands in Vietnam2016 and ranked 2nd in the consumer goods industry.

1.1.1. Top management:

● ADMINISTRATIVE COUNCIL

- Chairman of the Board of Directors: Mr. Truong Cong Thang- Member of the Board of Directors: Mr. Nguyen Thieu Quang- Member of the Board of Directors: Ms. Nguyen Hoang Yen- Member of the Board of Directors: Mr. Danny Le● BOARD OF DIRECTORS/CHAIN ACCOUNTANT

- General Director: Mr. Seokhee Won- Deputy General Director: Mr. Pham Hong Son- Deputy General Director: Ms. Nguyen Hoang Yen.- Chief Financial Officer: Mr. Huynh Viet Thang- Chief Accountant: Ms. Phan Thi Thuy Hoa

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grow from 20% to 30%. However, the situation in Ukraine starting in February2022 is expected to cause oil prices, materials and packaging prices to rise, leadingto an increase in inflation, affecting consumer spending behavior. As a businessoperating in the consumer staples industries, we realize that high inflation willaffect the Company’s revenue and profit plans. Therefore, the final 2022 financialbudget is still pending and shall be presented in greater detail at the 2022 AnnualGeneral Meeting.

1.1.3. R&D

● Masan’s in-house research and development team, Masan Consumer R&D iscomposed of approximately 75 employees tasked with improving the range andquality of their products. The R&D team works closely with Their marketing teamto develop products that meet the demands of Vietnamese consumers, such as the

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mushroom that we introduced in 2013 to provide the complete breakfast solutionfor consumers.

● Masan R&D aims to enhance Masan Consumer’s competitive position andreputation as one of the most unique and effective food companies in SoutheastAsia by providing high value and superior quality products.

● Masan Consumer’s ability to innovate is proven by numerous successfuldevelopments, which include:

➔ "Low-salt” Chin-su sauce➔ "No-urea” Nam Ngu sauce

➔ "Zero trans-fat oil” and "No color chemical dyes” for Tien Vua noodles➔ "Chewy noodles strand" for Kokomi

➔ "Real chicken & mushrom retort pouch" for B'fast

● Masan R&D is one of the most advanced R&D centers in Vietnam. The R&Ddivision has developed seven new formulas to date that previously did not exist inthe seasoning processing industry, and has the capability to launch approximately30 new products each year.

● Department:- Accounting department- Supervisory Board- Board of Directors- Board of Directors- Audit department- Sales department- Administration department- Human Resources department- Customer Service department- Commercial department

- Organizational capacity development department- Supply capacity development department

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- Product Development Department- Finance Department

- Law Department● Factories:

- Masan has many production factories scattered throughout Vietnam's provincessuch as Binh Duong, Ho Chi Minh City, Bien Hoa, Phu Quoc, Hai Duong, BinhThuan, Quang Ninh, Nghe An...

1.2. Marketing intermediaries

- Wholesalers, representatives, and retailers at supermarkets and on e-commerceplatforms are examples of Masan Consumer's marketing intermediaries. In tenprovinces, Masan has 15 manufacturing facilities. As a result, these middlemenalways guarantee the products' availability as well as their services and advertisingpractices. It can lower distribution costs while also adapting effectively to eacharea.

- Resellers: Wholesaler, Agency, Retailers, Supermarket chains like Go!, Mega,..Winmart and Winmart+ mini supermarket system,

- Lazada e-commerce platform- Financial intermediaries: Techcombank

1.3. Competitors

- Vina Acecook, Masan and Asia Food account for 80% of the market share, so theseare the two biggest competitors of Masan. Especially Acecook, according toEuromonitor statistics, Acecook Vietnam is currently the largest instant noodle

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create core competitiveness, differentiate or low cost to bring outstanding benefitsto customers. Please delve into the instant noodle industry, Masan's strongestcompetitor is Vina Acecook, with the same target market, with the same marketingstrategy.

- These two opponents are two quite calm opponents of Masan. To compete withMicoem for tom noodles and fish sauce, with Vina Acecook for shrimp noodles,Masan has made great strides since entering the consumer goods industry, so farMasan has captured 36% of the market share, which is mainly taken from VinaAcecook. As for the current fish sauce, Masan has dominated 80% of the marketshare. But not because of that, being subjective, Masan always finds ways tochange himself, change products to meet market needs, renew himself, and make adifference is Masan's long-term strategy.

1.4. Customers

- Customers: are individuals, groups of people, businesses that have needs andability to pay for goods and services of the business that have not been met andexpect to be met. Customers are very diverse, different in terms of children, gender,income level, place of residence, consumption preferences and position in society- Masan Consumer’s customers include customers who are final consumers (retail

customers) and also intermediate customers (agents, supermarkets)

- Masan targets women, housewives, cooks... These people often Always payattention to each family's meals, always choose good, delicious products atreasonable prices for the family.

- Masan believes that anyone who has not used the company's products is apotential customer without using any of the company's products. The companyneeds to reach and conquer them.

1.5. Suppliers

Masan Consumer is always looking for suppliers in the market to minimize costs tobe able to compete with other businesses. As one of the largest enterprises in

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<b>II.The macroenvironment.1. Demographic</b>

The current population of Vietnam (or Viet Nam) is 99,619,932 as of Saturday,February 11, 2023, based on Worldometer elaboration of the latest United Nationsdata.

(1) Higher number of female employees in the workforce,

(2) High urbanization rate(3) Busier lifestyle

(4) Increased investment in marketing activities.

These trends will make major changes to the consumer market such as:(1) High demand for convenience foods

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More than 95% of Vietnamese families use fish sauce and dipping sauce in their dailymeals. Understanding that, Masan targets the market segment that is the majority ofVietnamese households with two types of markets: the high-end market and the mid-endmarket- With a strategy of focusing on the high-end market segment. Masan Food JointStock Company offers Chinsu fish sauce, soy sauce, yellow flower Chinsu sticky rice, andhigh-class Chinsu fish sauce with salmon flavour.

2. Economic

Vietnam's economic scale increased 12 times, per capita income increased 8.3 times,export-import turnover increased 29.5 times, and foreign direct investment (FDI) increased22 times.

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across our all of our operations which we believe can be achieved without sacrificingbusiness performance.

Thorough waste treatment and sustainable resource usage are critical components of ourdecision-making process across all of our businesses, from the manufacturing of consumerproducts to processing minerals. Whenever a new project is under development, we takeinto account any potential adverse impact to the environment to develop mitigation andcompliance plans before groundbreaking.

Our Legal and Compliance department, together with our Safety, Health, and Environmentdepartment are responsible for nation-wide compliance and monitoring of environmentallaws and regulations. In addition, the technical department of each of our operatingsubsidiaries carries out sample testing of waste discharge on a periodic basis to monitorcompliance with relevant environmental laws and regulations.

4. Technological

With the right investment in bringing innovations and techniques into new productdevelopment, Masan Consumer spent $3 million to build a world-class R&D Center. in

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Vietnam. Currently, Vietnam's communication technology has been developing strongly,helping businesses promote the company's image and products easily to consumers. MasanConsumer focuses on investing in strong brand building, which has enabled many brandsto quickly gain market share in the condiments, convenience foods and coffee industries..In 2022, Masan will digitalize this platform into an integrated system from manufacturing,logistics, and distribution to 100 million consumers. Masan has transformed from a retailconsumer group to a digital platform to satisfy customers' unmet demands and promotestheir consumer tech journey. The move not only cuts 10 percent of operating costs but alsomakes use of AI and ML to improve operations. In accelerating digital transformation,Masan aims for $4.33 billion in revenue in 2022 and to grow 10,000 owned stores and20,000 franchised ones to serve 30-50 million consumers by 2025. This also helps MasanConsumer's products to be further developed.

5. Political

In addition to being one of the largest taxpayers in the provinces where Masan haveoperations, they have been working directly with local people to promote job creation andimprove their quality of life. Simultaneously, they believe in giving back to thecommunities where we operate through sustainable initiatives that empower people whoare experiencing a variety of challenges.

6. Cultural factors

Vietnam is a mixed culture of 54 ethnic groups, both integrating and having uniquecultural features. Talking about the taste of the three regions of North - Central - South,each place has its own taste. Therefore, creating products that can meet the needs of peopleacross the country is a challenging issue for food businesses.

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