Họ và tên: Đỗ Trần Minh Trang

Mã Sinh viên: 19LK73402010075

Khóa/Lớp: K104

Niên chế : 2019-2022

STT:

ID phòng thi: 712 045 0523

Ngày thi:

06
7/10/2021

Giờ thi: 13h30

BÀI THI MƠN: COMMUNICATION
Hình thức thi: Bài tập lớn/Tiểu luận
Mã đề thi: 01

Thời gian thi: 24h


Contents
1.

Introduction ..................................................................................................Error! Bookmark not defined.

2.

Theoretical framework ................................................................................Error! Bookmark not defined.
2.1.

Communication ....................................................................................Error! Bookmark not defined.

2.2.

A communication process....................................................................Error! Bookmark not defined.

3.

Situation Analysis.........................................................................................Error! Bookmark not defined.

4.

Solutions .................................................................................................................................................... 10

5.

Conclusion ................................................................................................................................................ 12

6.

References ................................................................................................................................................. 12


1
A. What is communication? How does a communication process happen?

-

Communication is the act of giving, receiving, and sharing information -- in other
words, talking or writing, and listening or reading. Good communicators listen
carefully, speak or write clearly, and respect different opinions. Strong communication
skills can help kids interact both face-to-face and in the online world. Texting,
chatting, and posting responsibly depends on understanding how words and images
affect others. You can help kids develop their communication abilities by teaching
them to use social media responsibly, modeling positive communication, and watching
movies and TV shows that emphasize the value of healthy communication

-

Communication canbe thought of as a process or flow. Communication problems
occur when deviations or blockages disrupt that flow.

.

1. Introduction
. General introduction of Vinamilk milk company
Vietnam Dairy Products Joint Stock Company (English name is Vietnam Dairy
Products Joint Stock Company); other name: Vinamilk; is a company
manufacturing and trading milk and dairy products as well as related machinery and
equipment in Vietnam.
According to statistics of the United Nations Development Program, this is the 15th
largest company in Vietnam in 2007.] Vinamilk is currently the leading enterprise
of the dairy processing industry, accounting for more than 54.5% of the market
share. liquid milk, 40.6% market share of powdered milk, 33.9% market share of
drinking yogurt, 84.5% market share of edible yogurt and 79.7% market share of
condensed milk nationwide. In addition to strong domestic distribution with a

network of more than 220,000 sales points covering 63 provinces and cities,
Vinamilk products are also exported to 43 countries around the world such as the
US, France, Canada, Poland, Germany, and Japan. After more than 40 years of
launching to consumers, Vinamilk has built 14 production factories, 2 logistics
factories, 3 branches of sales offices, and one factory. milk in Cambodia
(Angkormilk) and a representative office in Thailand. In 2018, Vinamilk is one of
the top 200 companies with revenue over 1 billion USD in Asia Pacific.
Vinamilk offers more than 250 product categories with the following main
categories:
• Liquid milk: 100% fresh milk, pasteurized milk with added micronutrients,
pasteurized milk, organic milk, cocoa barley drink with brands ADM GOLD, Flex,
Super SuSu...
• Yogurt: eating yogurt, drinking yogurt with brands of SuSu, Probi, ProBeauty,
Vinamilk Star, Love Yogurt, Greek, Yomilk...


2
• Milk powder: Dielac, Alpha, Pedia, Grow Plus, Optimum (Gold) baby formula,
Ridielac nutritional powder, adult milk powder like Diecerna for diabetes treatment,
SurePrevent, CalciumPro, Mama Gold, Organic Gold, Yoko. ..
• Condensed milk: Southern Star, Ong Tho and Fortune...
• Ice cream and cheese: Subo yoghurt ice cream, Delight ice cream, Twin Cows,
Kem Kid, Ozé Cream Kid, Bow-Weared Cow cheese...
• Soy milk - beverage: Vfresh juice, Icy bottled water, GoldSoy soy milk...
Business situation of Vinamilk Dairy Company
The main business activities of this company include processing, manufacturing and
trading fresh milk, canned milk, powdered milk, nutritional powder, yogurt,
condensed milk, soy milk, beverage and other products. other dairy products.
Vinamilk's products are also exported to a number of countries such as Cambodia,
the Philippines, Australia and some Middle Eastern countries. Export revenue

accounts for 13% of the company's total revenue.[5] In 2011, Vinamilk expanded
production, shifting to the fruit and vegetable segment. Not long after the new
product segment, the product line achieved success with 25% market share in the
retail channel at supermarkets. In February 2012, the company expanded its
production to children's juices


Introduction of Vinamilk Organic Gold powdered milk



- Using 100% imported ORGANIC milk powder with a light, cool taste, gentle for
the immature digestive system of young children.



- Supports digestion, enhances absorption



BB-12TM is an FDA-approved Probiotic* that effectively balances the intestinal
microflora, supports the digestive system, and enhances nutrient absorption.



- Supports brain development



- Supplement 100% DHA from pure marine algae, a natural & premium source of

DHA, to help support brain development



- Light and cool taste



- With Organic milk powder ingredients, Vinamilk Organic Gold has a light, cool
taste that helps children easily absorb nutrients




II. Situation analysis



1. Analysis of the macro environment of the business (PEST)


3


1.1 Political ( Politics )



•




- Tax policy on imported dairy products is relatively high and tends to increase in
the future



- Opportunities: Increase Vinamilk's competitiveness with imported milk brands



- Challenges: Fierce competition with the domestic dairy market



Policy of tax

Conclusion:



- Create opportunities to develop, expand production, upgrade and expand scale.
At the same time, getting closer in dominating the domestic dairy market,
surpassing rivals and creating strengths when competing with foreign dairy
products.



- Challenges: Fierce competition with domestic dairy enterprises.




1.2 Economics



- Inflation: In recent years, our country's inflation rate has decreased markedly and
has always remained at a low level, always at approximately 7%.



- Income: The income level of consumers is increasing day by day



Conclusion:



- Opportunities: The dairy market is getting bigger and bigger, opening a way for
TH True Milk



- Challenges: The inflation rate is falling, the prices of other foods also follow the
downward trend. Along with that, the increased income of consumers means that
their consumption choices are more diverse




1.3 Sociocultural



- Children from 6-15 years old account for about 14.4% of the country's
population. However, TH's products are also aimed at many different age groups.
In which, children are suffering from many diseases such as obesity or related to
excess protein and fat due to overuse of cow's milk. According to statistics, it is
more than 41% in Hanoi and 50% in Ho Chi Minh City.



These are alarming numbers => nut milk is a solution to help balance protein
and fat as well as ensure a full supply of nutrients for children to develop
comprehensively



- Trend of "CLEAN" food


4


+ The situation "more chemicals than food" is increasing day by day. Meanwhile,
people's awareness is also getting higher and higher => Naturally, TH True Milk's
motto "clean milk" quickly satisfied a large number of its customers.




- The melamine content in milk exceeds the permitted level of other companies,
contaminated milk affects the health of consumers.



Challenges: Consumers will be wary of buying dairy products, potentially
reducing TH's sales.



Opportunity: With its motto of clean milk, TH can quickly convince the most
demanding customers, and at the same time put pressure on rival brands.



1.4 Technological



- Milk production technology is continuously updated and improved more strongly
to serve the milk production process



+ Opportunities: modern technology will help increase productivity and quality
of products, and at the same time contribute to a wider variety of TH's products
such as yogurt, fermented drinking yogurt, etc.




+ Challenges: new technology comes with high investment, competitors also
boldly invest in machinery.



1.5 Environmental



- In Lam Dong province, Vinamilk officially inaugurated the first Europeanstandard organic dairy farm in Vietnam. The farm has a total investment of more
than 200 billion VND in Lam Dong, with an initial herd size of more than 500
heads and will continue to increase in the near future.



• Organic dairy farm Vinamilk absolutely does not use chemicals, synthetic
pesticides, synthetic fertilizers, food additives as well as other supporting and
stimulating substances.



• The farm also absolutely does not use genetically modified substances. Organic
milk from the farm is completely free of antibiotic residues and growth hormone.
Cows are also fed with 100% organic food.



• On organic farms cattle are raised freely, the barn system is open and fed with
organic food. With the design of Organic Vinamilk Farm, cows are completely
free to choose for the pastures and playgrounds when the weather conditions are

favorable. However, when it is raining and hot, the cows can also freely return to
the barn where it is equipped with a fully automatic cooling system, the mattress is
as soft as a hotel to rest ... In addition to complying with international standards,
during the construction process, Vinamilk's Organic dairy farm has researched and


5
selected natural plants and breeds with good disease resistance to specific local
conditions. Currently, the plant varieties and cow genetic resources for Organic Vinamilk
farm are selected very strictly, so they have a strong immune system, which adapts
completely naturally to local conditions, thereby not being attacked by pathogens. pests
and diseases and good growth.


About the organization and operation of the Organic farm:



• Applying crop rotation method – a prerequisite for efficient use of land
resources.



• The farm also makes the most of the available resources at the farm such as using
organic manure from cows raised on the farm and producing all organic green
food on the farm to serve the needs of the cows. .



• The farm uses renewable energy biogas, solar energy, reduces greenhouse effect,

is friendly and protects the environment. The waste system at the farm is strictly
treated, keeping the environment clean.



- Vinamilk has received international standard organic dairy cows to Vietnam for
Lam Dong farm. The herd of organic cows was transported to Vietnam by plane
after going through a rigorous selection process by Vinamilk's skilled and
experienced experts, fully meeting international organic standards. The herd of
organic dairy cows has to go through a lot of strict stages from the selection of
cow breeds, care methods, 100% organic food sources to the living environment.




-.



Conclusion



- Opportunity: Minimizing costs thanks to self-supplied materials. Thanks to the
investment right from the start, even if the weather is bad, the cows are still well
taken care of



- Challenge: Always facing the risk of disease for the cows and natural disasters

that can happen at any time



1. Overview of the external environment (SWOT)



1.1 Strengths



- Vinamilk milk brand with more than 40 years of establishment and development,
increasingly asserting its position as the number 1 fresh milk brand in Vietnam,
with fresh milk products that are not only trusted by domestic users but also by
domestic consumers. export to the most demanding foreign markets.


6


- Being the largest dairy enterprise in Vietnam with a market share of 37%, of
which 45% market share in liquid milk market, 85% market share in condensed
milk and yogurt. Therefore, Vinamilk has the ability to set the selling price in the
domestic market.



- Vinamilk was voted by consumers as “Top 10 High Quality Vietnamese Goods”
from 1995 to 2009.




1.2 Weakness



- Dependence on imported raw materials is one of Vinamilk's weaknesses. When
domestic raw materials only meet about 30% of production demand, 70% of
supply and input material ratio depend on the milk supply-demand relationship of
the world.



1.3 Chances



The supply of raw materials is being supported by the government, imported
materials have a reduced tax rate



The number of potential customers is high and there is a great demand



Competitors are gradually weakening and Vietnamese people's thinking about
using milk is gradually changing




1.4 Challenges



- Market entry of many strong competitors



The first challenge to mention is the increasingly fierce competition with domestic
and international dairy brands. Vietnamese consumers have more and more
choices about dairy products when big brands such as Nestle, Dutch Lady, Abbott,
etc. "landed" in Vietnam.



Vietnam has many "open door" policies, cutting taxes on many products, including
dairy products. Reduced tax on powdered milk from 20% to 18%, condensed milk
from 30% to 25%. This is a great opportunity for foreign businesses to penetrate
the Vietnamese market, opening up many choices for consumers.



- Unstable input materials



Although investing in many dairy farms according to international standards, the
company's main source of raw materials still has to be imported from abroad. Not

to mention, dairy farmers are no longer interested in their current work due to low
profits, being forced by buyers of raw dairy cows, causing a significant decrease in
the domestic source of dairy materials. This forces Vinamilk to compete with
many other companies that purchase intermediate dairy ingredients.


7


- Customers: the export market has many risks, customers prefer to use foreign
milk



90% of Vinamilk's export profit comes from exporting to the Iraqi market.
However, this is one of the most unstable regions in the world, so its export profit
to this market is not as much as expected.



On the other hand, Vinamilk's main business product is fresh milk: food has a
direct impact on consumers' health, so the quality and nutritional content of the
product is always what users care most about. The "foreigner" mentality of
Vietnamese consumers, preferring to use portable foreign goods over domestic
products is also one of the challenges of Vinamilk in particular as well as the
domestic dairy industry in general.
Understand the needs of customers when shopping for goods.
Understand the business situation of competitors (is there a new product research

project, what are the advantages of that product ...)

Timing analysis (shopping season, competitor launch)
The plan to launch new products into the market must be done at the right time.
Do not choose to launch at the same time as competitors who are big players in that
market. Therefore, the launch time must be reasonable, which is the basis for
businesses to sell goods and increase profits.
On the other hand, businesses also need to manage by a plan to prevent risks when
competitors suddenly launch new products to the market; The best way is for
businesses to be ahead of time, introducing products as soon as possible.
If so, when a competitor's products are born, the company's products have gained
a solid foothold in the hearts of consumers.
Make an impressive product launch program
The launch program must be impressive, engraved in the customer's mind. The
advantages of the product need to be highlighted. To do so, during the ideation process,
the organizer must fully grasp the necessary information. In addition, you need:


8
Choose the right venue and time for the event
Activities during the event (speech, musical performance, product trial, ...)
Use communication channels
New products to the market will fail if they do not receive attention from
customers. Therefore, the use of communication channels is an important strategy.
Some useful communication channels include:
Advertising on TV
Liveshows, events
Leaflets
Facebook ads, Google ads…
Email – marketing…
However, a long-term plan is needed for these campaigns. Some will work right
at the beginning. Some will come into play after the ceremony.

Thus, to have an impressive plan to launch new products to the market requires
the company to spend a lot of time and effort in each stage.
1. Solutions
Set Your Goals
The first step, as usual, is to define what you want to achieve with your marketing
plan. Are you looking to increase brand awareness, improve your business' brand
image, strengthen your existing brand image, drive sales, open a new sales channel or
increase traffic to your website? your web? Or perhaps you're looking to achieve a
combination of all these goals and more? Having specific goals will effectively guide


9
the creation of your marketing plan, and the rest of your strategy should be
formulated with these goals in mind.
Define your target audience
Next, you want to understand the audience you will be marketing to in order to
create targeting strategies for your different consumer groups. Defining your target
audience can be done in many ways - but one common way is to create a "personality
profile". This involves creating a profile where you list all the relevant attributes of
your ideal, imaginary customer. The information on the profile may include his/her
age, location, likes, dislikes, personality traits, social media channels and other relevant
behavioral patterns. This helps to personify your ideal customer and create more
tailored marketing strategies that will work best.
Create a message and a difference
Depending on your created 'personality profile', you then want to create targeted
messages to make your target audience want your products. When creating these
messages, there are a few questions you may want to ask, including:
What makes your new product different from competing products?
What makes your new product different from other products offered by your
brand?

What emotional and functional benefits is your target audience looking for in your
product?
Define your advertising channels
Depending on the price and nature of your product and the behavior patterns of
your target audience, you need to identify channels or platforms to use in your


10
marketing plan. If your product is easier to market to influencer, you can choose
platforms like Instagram and YouTube as your main focus area. On the other hand, if
your product requires more trusted links, you may choose to focus on print media for
more appearance.
Create a media and advertising plan
The final step of the marketing plan is detailing the specific steps and content that
will be realized in your marketing efforts. This includes establishing the progress of
your marketing plan, defining media formats, creating images and text to be posted and
determining how often they will be posted, as well as finalizing the budget. book. An
effective marketing process involves the participation and coordination of many types
of personnel; These people may include designers, copywriters, marketing strategists,
photographers, videographers or editors. The more specific and detailed your
promotion and communication plan, the easier it will be to unify the contributions of
all the different personnel into a unified and effective vision.
2. Conclusion
Successful and effective communication within an organization stems from the
implementation of the communication process. All members within an organization
will improve their communication skills if they follow the communication process, and
stay away from the different barriers. It has been proven that individuals that
understand the communication process will blossom into more effective
communicators, and effective communicators have a greater opportunity for becoming
a success.

3. References
1. Cobley, Paul (2008-06-05), "Communication: Definitions and Concepts", in
Donsbach, Wolfgang (ed.), The International Encyclopedia of Communication,
Chichester, UK: John Wiley & Sons, Ltd,


11
pp. wbiecc071, doi:10.1002/9781405186407.wbiecc071, ISBN 978-1-4051-8640-7,
retrieved 2021-07-20
2. Harper, Douglas. "communication". Online Etymology Dictionary.
Retrieved 2013-06-23.
3. Peters, John Durham (1999). Speaking into the air : a history of the idea of
communication. Chicago: University of Chicago Press. p. 2. ISBN 0-226-662764. OCLC 40452957.
4. Burnett, M.J., & Dollar, A. (1989). Business Communication: Strategies for
Success. Houston, Texas: Dane.
5. Ivancevich, J.M., Lorenzi, P., Skinner, S.J., & Crosby, P.B. (1994). Management:
Quality and Competitiveness. Burr Ridge, IL: Irwin.
6. Gibson, J.W., & Hodgetts, R.M. (1990). Business Communication: Skills and
Strategies. NY, NY: Harper & Row.

Conclude
1. Rating
1. The plan lists new exciting opportunities: