Group 8

Phan Hà Thanh Duy 2221001549

Nguyễn Ngọc Mai Phương 2121013706

Ex3: Analyze the environmental factors affecting to the chosen products

1. Macroeconomic Environment Factors

1.1. Economic Factors

GDP Growth: The World Bank projects Vietnam's GDP to grow at a robust
rate of approximately 7.09% in 2024. This economic trajectory is crucial as it
translates directly into increased disposable incomes and purchasing power among
consumers, particularly for nutritional products like yogurt. As economic stability
enhances consumer confidence, there's a marked shift towards healthier food choices,
directly benefiting brands like Green Farm.

Rising Middle Class: With the middle class now constituting around 13% of
the population, there's a growing demand for processed and organic food options. This
demographic shift creates fertile ground for businesses in the food sector. Companies
are presented with opportunities to innovate, introducing new product lines that cater
to the evolving preferences of a more affluent and health-conscious population.
Capitalizing on these trends promises not only expansion but potentially higher profit
margins as consumers prioritize quality and nutritional value in their dietary choices.

Functional Food Market Expansion: The functional food market in Vietnam is

projected to grow at an impressive rate of 10% annually, according to Euromonitor.
This growth reflects a broader acceptance and demand for products that offer added
health benefits. For Green Farm, this represents a strategic opportunity to enhance its
market share by positioning its yogurt drinks as essential components of a health-
oriented lifestyle, potentially driving both brand loyalty and segment growth.

1.2. Political and Legal Factors

Supportive Government Policies: The Vietnamese government is actively

promoting the food sector towards sustainable practices. Key policies, such as the
Sustainable Agricultural and Rural Development Strategy implemented in 2022, aim
to modernize agriculture while reducing greenhouse gas emissions. This creates a
framework within which Vinamilk can operate more efficiently and sustainably,
fostering innovation in production methods that align with environmental goals.
Food Safety Regulations: The Food Safety Law of 2010, along with
amendments in 2020, establishes stringent guidelines that ensure product quality and
safety. Vinamilk’s established reputation for quality positions it effectively to meet
these regulations seamlessly, thereby enhancing consumer trust. The company's
adherence to these standards not only mitigates risks associated with food safety but
also serves as a strong marketing point, reassuring consumers of their commitment to
health and quality.

Agricultural Support Programs: Government initiatives aimed at supporting the

dairy sector provide Vinamilk with access to high-quality raw materials at competitive
prices. This not only enhances operational efficiency but also strengthens the supply
chain, ensuring the sustainability of resources needed for production.

1.3. Social and Cultural Factors

Health Consciousness: Significant shifts in consumer behavior are observed,

with over 88% of Vietnamese consumers expressing concern for their health, as
reported by Nielsen in 2022. This trend manifests in the heightened preference for
organic, plant-based, and low-sugar options. For Green Farm, this heightened
awareness presents both challenges and opportunities. The brand must actively engage
in research and development to innovate products that are not only appealing but also
align with contemporary health standards.

Natural Consumption Trends: As organic and natural products become

mainstream, Green Farm can leverage its commitment to high-quality, additive-free
products. By emphasizing these attributes in marketing campaigns, the brand can
attract a growing segment of consumers seeking transparency and authenticity in their
food choices, thereby strengthening brand loyalty and enhancing market presence.

1.4. Technological Factors

Investment in Production Technology: Vinamilk’s significant investment of

approximately 2.5 trillion VND in advanced production technologies underlines its
commitment to quality and operational efficiency. The integration of modern quality
control processes and automation not only enhances the production of yogurt but also
ensures consistency in product quality. By continually innovating its production
techniques, Vinamilk can respond swiftly to changing consumer demands and
maintain competitiveness in the market.

2. Microeconomic Environment Factors

2.1. Competitive Factors

Industry Competition: The yogurt market in Vietnam is projected to be worth
around $2 billion, with established competitors like TH True Milk, Nutifood, and
Dutch Lady vying for market share. This competitive landscape necessitates that
Vinamilk continuously innovate and refine its marketing strategies. By differentiating
its products and emphasizing unique value propositions—such as nutritional benefits
or local sourcing—Vinamilk can capture the interest of consumers and reinforce its
market position.

2.2. Supplier Factors

Relationship with Farmers: Vinamilk has forged partnerships with

approximately 8,000 farming households to secure fresh milk supplies. This
collaboration not only guarantees a steady influx of quality raw materials but also
nurtures sustainable relationships with the agricultural community. Such partnerships
can enhance loyalty and stability within the supply chain while promoting social
responsibility initiatives that resonate with consumers who value ethical sourcing.

2.3. Customer Factors

Target Customer Segmentation: Green Farm primarily targets young families

and health-conscious individuals. A Q&Me survey from 2022 revealed that 67% of
young consumers aged 18-35 prefer yogurt drinks, highlighting the product's appeal
within this demographic. Vinamilk can further tailor its marketing strategies to engage
this audience by promoting health benefits and convenience, particularly appealing to
busy families seeking nutritious snack options.

2.4. Distribution Channels

Distribution Network: With around 250,000 retail points nationwide, Vinamilk

has a formidable distribution presence. Additionally, the substantial 50% rise in
revenue from online sales in 2022 underscores the importance of digital channels in
reaching consumers. To maximize distribution efficiency, Vinamilk should continue
to enhance its e-commerce strategies, ensuring that Green Farm products are readily
accessible to consumers who increasingly prefer online shopping.

https://www.vinamilk.com.vn/vi/mobile/thong-cao-bao-chi/1841/vinamilk-23-nam-
lien-chinh-phuc-niem-tin-nguoi-tieu-dung-viet-nam

https://www.gso.gov.vn/bai-top/2025/01/bao-cao-tinh-hinh-kinh-te-xa-hoi-quy-iv-va-
nam-2024/
https://vneconomy.vn/viet-nam-se-co-26-dan-so-thuoc-tang-lop-trung-luu-vao-nam-
2026.htm

https://chinhphu.vn/?docid=205277&pageid=27160

https://nutifood.com.vn/

https://www.thmilk.vn/

https://thitruong.nld.com.vn/chung-khoan-24-gio/vinamilk-hua-het-minh-ho-tro-ba-
con-nong-dan-20160302114126058.htm

Exe 4: Identify the segmentation of Vinamilk yogurt drink

about the product

Vinamilk offers a diverse range of yogurt drinks, each tailored to specific health
benefits and consumer preferences. Here are some notable products:

Vinamilk Probi Yogurt Drink

Fortified with probiotics, this drink enhances digestion and boosts the immune system.
It's available in various flavors, including sweetened and less-sugar options.

vinamilk.com.vn

Vinamilk Yomilk Yogurt Drink

A refreshing beverage that combines fresh fruity flavors with naturally fermented
yogurt, providing a delightful taste and energy boost.

vinamilk.com.vn
Vinamilk SuSu Yogurt Drink
Designed for children, this drink is enriched with vitamin A to support eye health,
along with vitamins B6, B12, and soluble fiber to keep kids healthy and active.

vinamilk.com.vn

Vinamilk Hero Juicy Milk Drink

A blend of milk and fruit juice, this drink is fortified with calcium, vitamin D3,
vitamin A, and B vitamins, promoting strong bones, bright eyes, and sustained energy.

vinamilk.com.vn

These products reflect Vinamilk's commitment to providing nutritious and flavorful

options for various consumer needs.

Segmentation of Vinamilk Yogurt Drink product

Segment 1 Segment 2 Segment 3
Geographic Large urban Urban areas and Urban areas,
centers and online shoppers suburban areas,
suburban areas gyms, health food
stores
The urban population values products that fit into their fast-
paced, modern lives. Additionally, the product is likely
available in rural areas, where there is a growing demand
for affordable and nutritious drink options for families. The
convenience of small-sized bottles makes it appealing to
both urban professionals and families in suburban regions

Demographic Middle-income Students, young Adults aged 25

families with professionals, and and above,
children, individuals including
particularly those starting their professionals,
with kids aged 5 careers, typically fitness enthusiasts,
to 14, who are live independently and individuals
looking for or with with a focus on
healthy and easy- roommates. maintaining a
to-consume They are typically healthy lifestyle.
snacks. busy, leading They seek out
The yogurt drink active lives, and probiotic-rich
is designed to be a are inclined products for their
quick and towards quick, digestive benefits
convenient option portable, and and often
for children’s healthy snacks prioritize
diets, promoting that can be sustainable and
digestive health consumed on the eco-friendly
and wellness with go. This group is brands. They are
its probiotic highly engaged in likely to purchase
properties. These online shopping, products from
families often and they are supermarkets,
prioritize health drawn to health food stores,
and wellness for functional foods and online
their children and like probiotics that platforms that
are looking for support their offer trusted,
products that are overall health, health-enhancing
not only nutritious particularly beverages.
but also digestive wellness.
affordable.
Psychographic Health-conscious Active, busy People focused on
parents who care individuals with a wellness,
about family focus on sustainability, and
wellness. convenience. nutrition.
With rising They tend to be If Vinamilk
awareness about active, engaging in emphasizes eco-
the importance of fitness activities friendly packaging
probiotics and such as gym or ethical sourcing
digestive health, workouts, yoga, or in its marketing, it
these families are sports. For them, a will attract
inclined to select probiotic drink consumers who
products that are that supports align with these
both healthy and digestion and values and who
easy to consume. overall health is are willing to pay
Vinamilk’s seen as an easy a premium for
probiotic yogurt addition to their products that
drink caters to this active lifestyles. reflect their
demand, offering a This group is ethical beliefs.
convenient option particularly
for those looking interested in
to enhance their products that
family's wellness. combine
convenience with
health benefits,
often seeking
products that offer
more than just
basic nutrition.
Behavioral Frequent snackers Quick, on-the-go Consumers who
who prefer consumers looking regularly seek
portion-controlled for easy, probiotic health-enhancing
options. drinks. foods and
These individuals These consumers beverages.
are often busy often rely on They may actively
professionals, ready-to-drink seek out probiotic
students, or products that can products and
parents who look be consumed prioritize
for healthy, on- during commutes wellness-
the-go snacks that or between tasks, enhancing
fit easily into their making the beverages. This
routines. The Vinamilk yogurt segment tends to
small 65ml bottle drink a convenient stick to trusted
size makes the and nutritious brands that
product a perfect choice. This consistently
option for those segment values deliver high-
who prefer light, the convenience of quality, health-
frequent single-serve boosting products.
consumption of packaging and the
nutritious health benefits of
beverages. probiotics.

https://amis.misa.vn/30371/chien-luoc-kinh-doanh-cua-vinamilk/
https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2643/12-nam-lien-vinamilk-giu-vi-
tri-quan-quan-thuong-hieu-sua-duoc-chon-mua-nhieu-nhat-viet-nam
https://vgm.ai/phan-khuc-thi-truong-cua-vinamilk/
https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2256/vinamilk-lien-tuc-dan-dau-
nganh-hang-sua-nuoc-nhieu-nam-lien
https://fchat.vn/blog/phan-tich-chien-luoc-marketing-cua-vinamilk-tu-a-den-z.html