Vinamilk Case

Firstly, Vinamilk has a number of competitors, the most prominent is TH True Milk which is quite new brand that use a high quality cow milk and now they have produce a new kind of milk that contains collagen which attract a lot of women at the age of 30 - 50. Their strength is that they use modern technology techniques such as cows in their farm listen to ballad music and eat fresh grass every day to ensure a higher quality of product. They believe that it will make the milk to be more fresh and delicious. This is first brand which claim that they use 100% of pure cow milk so when the customer hear the word "Pure Milk", they think of TH True Milk - they succeed in the area that makes a good brand to customers. They have a lot of their own stores that design to attract customers. In addition, they have great ideas of putting collagen into milk that no brands have thinking about that before. The only weakness of TH True Milk is that they do not have a large range of product, they only focus on the milk so that their market still weak compare to Vinamilk where produce a lots kind of products made by milk.

Marketing Mix (1) of Vinamilk for milk market in Vietnam:

 Strength: They have a strong brand that produce diverse product made from milk and a competitive prices so they can gain trust and attract more customer. They also have a large market share, it's about 75% all over. Moreover, they have a good relationship with their partners that create a good image in partners. Good management plus marketing team have an expert experience is a important thing that make their brand today.

 Weakness: At the beginning, they started everything at Ho Chi Minh City, s until today, almost marketing activities mainly concentrate in the South of Vietnam. Another problem is that they only focus in Vietnam market.

 Opportunities: They have the government's preferential policies and also take part in the WTO which they can have a lot of advantages in market expansion and business experience.

 Threats: Vinamilk is unstable economy but the political situation in the world even more unstable. Also they have a lot of competitors in milk market.