BUSINESS ORGANISATION

AND MANAGEMENT
“TH*TRUE MILK’S STRATEGY
FOR NEW PRODUCT- TH*TRUE
ICE CREAM”
MEMBERS
1. Nguyễn Thị Cẩm Anh
2. Nguyễn Thị Khánh Linh
3. Nguyễn Thị Phương Anh
4. Vũ Việt Vân Anh
5. Trịnh Phương Thảo
6. Hồ Hương Lam
7. Đặng Thị Linh
8. Lê Thị Kim Dung
9. Trần Thị Trang Anh
I. OVERVIEW
II. ANALYZING
III. CONCLUSION
1. General information

 Portfolio
-TH True Milk:
Website

- TH True Yogurt:
Vision, mission, core value
 Position in the market

TH True Milk Project

Sterilization
Probiotic
Formula Yogurt
Drinking
UH
True
Pastuerized
Formula
UHT
Butter, Nut
Fresh
Topmilk
Milk
Milk
Phomat Yogurt
Drinking
Drinking
TH Fresh Yogurt
KidYogurt
1. General information
 Vision, mission, core value
* Vision:
Core value:
-Become the first company with products from
Public health
natural at international standards in Vietnam
- Completely natural
* Mission:
- Fresh and nutritious
Bring the fresh and natural product, true values
-come
Environmentally
to customers friendly
- Superior thinking
1. General information
 Position in the market

The market share of liquid milk in Viet Nam

18%

Vinamilk
TH milk
48% FCV
other

26%

8%
2. About TH*true Ice Cream
 Product
Inspiration
Strategies offorproducts
Differentiation
for future
Ice-cream
First time
Selects available
best
from in to
materials
fresh milk the Vietnam
creates
and market
natural
others fresh iceon
27/06/2018.
creams.
material
=>No
Distributed
using
Good in nearly 250
forpreservatives
customers’ and
healthTrue Martchemical
similar stores,
traditionalinstores
additives and supermarket chains.
production.
 Distributing
Product line:iceicecreams
cream bar, iceits
within cream
own retail
sandwich, boxed ice cream and ice cream
outlets.
cone. income – target customer.
 Middle
 Flavors: chocolate, vanilla and green tea.
 Most popular: ice cream bar made by
TOPKID formula, provides vitamins and
minerals for children.
1 .PESTEL analysis
 Political/legal
- Vietnamese: land lease, tax incentives
for foreign investors (attract external
investment).

II. ANALYZING
- The stable political suitable to
investment and investment.
- The government with many policies
to support dairy industry.
1 .PESTEL analysis
 Economic
- 2015: Vietnam’s GDP increased 6.21%
(World Bank)
- High growth led to growth in people's
incomes and led to a growth in demand for
frozen desserts, including ice cream.
- Inflation rate: low figure.
- Healthy market, high income and stronger
consumption.
- Encouraged by the State to produce and
apply many preferential policies.
1 .PESTEL analysis
 Social
- Population in golden age: 54.1%
- Better awareness about heath:
Willing to pay more money for
product from natural material
1 .PESTEL analysis
 Technology
-Applying advanced dairy technology
in the world, Israeli livestock
technology.
-100% computerized management
system.
-A process of production on the line
of modern technology closed from
Europe.
1 .PESTEL analysis
 Environment
Weather and climate with suitable
conditions to grow grass, cow for
fresh material
2. Micro-environment analysis
 Competitors

- KDF (40.2%): diversify products,
Customers
develop more segments
- Vinamilk (9.1%): basic
Need’s customers: moreflavors,
delicious,
the popular
better segment
for heath and more beautiful
-image.
Unilever (8.4%): middle and high income,
no factories in Vietnam
- The trend of eating delicious ice
- TH true
cream fromICE CREAM:
fresh milk customers that are
interested in health, middle income
customers
2. Micro-environment analysis
 Supply
-- Access to land and land tenure:
Milk production:
"Dairy farm concentration,
20 liters/day/milking animal
application
- Manure and CNC hasmanagement:
water the largest
scale
“deepinlitters”,
Asia " three stages
-process waterTetra Pak (Sweden)
Packaging:
and COMBIBLOC
- Animal (Germany)
Feed: 16 “dishes”,
sunflower, 4 international feed
companies
- Feed cultivation: fodders
cultivated on the farm, maize and
other fodders bought from small-
holder farmers
3. SWOT

 Strength
-More nutrients values
Weakness
- Like a healthy product
-Product
A young brand,lack
Opportunities of experience
from TH company
-Increase average income of
Threats
Vietnamese
Vietnamese people just
- Young population spend a little
structure
money on icecare
- Consumer cream / ahealthy
about young brand
food
in the and
more ice-Cream
more market
III. CONCLUSION
The strategies are suitable to overcome threats in this situation.