ASSINGMENT 5 I.
Based on the process of BenchMarking (matching) to select the direct
competitors of a business that the group chooses in the Vietnamese market 1. Benchmarking a) Implementation steps Step 1: Make a plan
This is the most important stage of Benchmarking. The tasks to be completed include:
presenting the problems that the company wants to improve, information about
competitors, and goals to be met. Once these tasks are completed, you can proceed to the next step. Step 2: Analyze the data
During the analysis phase, the fol owing important tasks must be completed: gathering
the information required to determine the extent of improvement, comparing the
current process with appropriate reference models to identify diff erences and
innovations, and agreeing on improvement goals that are expected to result from
adopting a new business approach. Step 3: Get Started
After making the change, you must reassess your business performance. Furthermore,
it is necessary to identify and correct problems that may prevent the organization from
achieving its objectives, as wel as not reporting the results of the changes made and
rethinking the Benchmarking process to improve the process. Step 4: Monitor activity
The goal of performance monitoring is to evaluate the plan's success. As a result,
indicators and targets for success within a specific time frame are required. The
effectiveness of the change implementation wil be determined through monitoring b) Determine Benchmarking ➢ Competitor
Direct competitors: Acecook and Masan
Indirect competitors: Asia Foods, Vifon, Uniben,… ➢ Market share Acecook's market share
Acecook was founded on December 15, 1993, and began operations in 1995.
Acecook's products are now available in supermarkets, retail stores, grocery stores,
and other locations across the country 63 provinces and cities across the country, with
exports to approximately 40 countries worldwide.
According to Retail Data statistics (as of the first nine months of 2020), Acecook
Vietnam has a revenue market share of 35.4%. Acecook led the market share in 2019
with net revenue of VND 10,648 bil ion and net profit of VND 1,660 bil ion, a ratio of
nearly 16%. Acecook Vietnam has always had the largest market share, accounting for
approximately 50% in urban area s and 43% overal . Masan's market share
This business made a 106.7 percent profit in 2020 compared to 2019, with total
revenue of nearly 80 tril ion dong. The volume of Masan Consumer increased from
21.6% in 2018 to 27.2% in the first nine months of 2019, while revenue increased from 22.9% to 27.9% ➢ Service
Acecook Vietnam Company has also declared their mission to provide high quality
products/services that provide customers with HEALTH - SAFETY - SAFETY.
Acecook's mission has general y stated the company's position, is simple to
understand, concise, and covers the company's ideas.
Acecook strives to provide exceptional customer service. The company conducts
customer satisfaction surveys on a regular basis to determine how to achieve and
maintain the highest levels of customer satisfaction. Furthermore, the company has a
customer service system that is available 24 hours a day, seven days a week ➢ Promotion
The main goal of Hao Hao noodles i
s product quality and long-ter m benefits, with
the motto "Hao Hao noodles, a symbol of quality" and the slogan "Serving more than
2 bil ion delicious meals per year."
Furthermore, depending on the time, each different medi a campaign, and th e brand
has built different goals, suc h as:
• Increase market share and brand reputation i n the market.
• Increase the sales and profits of both new and existing product lines. • Thank you t o old and loyal customers. • Help th e brand become ingraine d in th
e customer's mind by reminding the m of it. • Increase th
e number of targe tcustomers and encourage quick purchasing decisions (...)
Customers who purchase Hao Hao noodles between April 15, 2010 and July 12, 2010
wil contact the production and distribution company to receive a winning coupon for
the most special and spectacular promotion.
+ Three special prizes, each of which is a 1,000,000,000 VND account; 100 first
prizes, each of which is a Honda wave car; 500 noodles prizes, each of which is a 1
Sacombank gold piece; and mil ions of Hao Hao noodle product packages. ➢ Brand ratings ABOUT AWARDS
• National Quality Award 2020
• Ho Chi Minh City Golden Brand Award 2020
• Ho Chi Minh City outstanding industrial products Award 2020
• High quality Vietnamese goods • Best Workplace in Vietnam ABOUT MERIT
• Excel ent achievement in the observance of tax law and good performance of
tax obligations to the state budget
• Outstanding Achievement in supporting the implementation of Covid-19
disease prevention and Prevention (awarded by chairman of Ho Chi Minh
City People'S Committee – Mr. Nguyen Thanh Phong)
• Material support for anti-drought work in giong Trom District, Ben Tre
Province (awarded by Vice Chairman of Ben Tre Provincial People's
Committee-Mr. Nguyen Minh Canh)
• There are many contributions to child protection and care in 2020
In 2020, Acecook Vietnam was also ranked 58th in the top 500 most profitable
enterprises in Vietnam, and ranked 02nd in the top 10 prestigious enterprises of
packaged food, spices and cooking oil, according to the ranking of Vietnam Report 2020.
On April 25, 2021, Acecook Vietnam Company was honored to receive the Gold
Award - The National Quality Award 2020 by the prime minister signed the decision
and was one of 19 major manufacturing enterprises that have achieved excel ent
achievements in always improving and improving the quality of products. II.
Use CPM and IEM to analyze the resources of enterprises with
competitors and propose appropriate marketing activities for the above resources 1. CPM Matrix CPM Matrix Theory
The competitive image matrix is a tool that helps to make assessments that compare
businesses with competitors in the same industry based on factors affecting the
competitiveness of enterprises, thereby getting the best results. strengt hs and
weaknesses of the business compared to competitors, identifying competitive
advantages for the organization and weaknesses that need to be overcome.
Consists of four main components: critical success factors, weights, ratings, scores, and totals.
• 5 steps to building a competitive image matrix
Step 2: Make a list of about 10 key factors that have an important influence on a
company's competitiveness in the industry.
Step 2: Rank the importance from 0.0 (not important) to 1.0 (very important) for each
factor the sum of the importance scores of al factors, equal to 1.0.
Step 3: Determine a weight of one to four for each factor.
Step 4: But the importance of each factor for its Weight to determine the score of the factors.
Step 5: Add the scores of al factors to determine the total score of the matrix.
Acecook, Masan and Asia Foods CPM Matrix
Rule: classify the importance level from 0.0 (not important) to 1.0 (important). The
total must be 1.0. numbering from 1 – 4 Vina Acecook Masan Asia Foods Các yếu tố Trọng
Điểm Điểm đánh Điểm Điểm Điểm Điểm thành công số
đánh giá có trọng đánh đánh giá đánh đánh giá then chốt giá số giá có trọng giá có trọng số số Thị phần 0,12 4 0,48 3 0.36 3 0,36 Thâm nhập thị 0,11 4 0,44 4 0,44 2 0,22 trường Vị thế tài chính 0,09 3 0,27 4 0,36 2 0,18 Công nghệ 0,07 3 0,21 4 0,28 3 0,21 Sự cạnh tranh 0,08 3 0,24 2 0,16 3 0,24 về giá Quảng cáo 0,06 3 0,18 2 0,12 2 0,12 Chất lượng sản phẩm 0,1 4 0,4 4 0,4 3 0,3 Kênh phân phối 0,06 3 0,18 3 0,18 3 0,18 Sản phẩm đa 0,1 4 0,4 4 0,4 2 0,2 dạng Danh tiếng của thương hiệu 0,1 4 0,4 4 0,4 2 0,2 Lòng trung thành của khách 0,06 3 0,18 3 0,18 2 0,12 hàng Thương mại 0,05 3 0,15 3 0,15 1 0,05 điện tử Tổng cộng 1 3,53 3,43 2,38 Judging from the comparison
- Always grasp the psychology and tastes of customers to be able to hit that point
and create products that match the customer's criteria.
- Continue to improve product quality so that our products are not like competitors.
- Strengthen advertising activities for products, participate in social activities to raise the business's name
- Improve customer care activities, create preferential progra ms on prices as wel
as promotional activities for customers when buying a lot 2. IE a M trix
- Popular segment: Hao Hao noodles with sour and spicy shrimp
- Mid-end segment: Premium Hao Hao Noodles and Udon Suki Noodles
- High-end segment: Beef noodle soup Remember forever and Tao Quan fried noodles Featured products Sales (%) Estimated IFE Estimated EFE score score Hao Hao noodles with 45 3 3,5 spicy and sour shrimp Tao Quan Fried Noodles 23 3,5 3 Beef noodle soup 20 3 3 Udon Suki . Noodles 8 2,5 2 Premium Hao Hao 4 2 2 Noodles IE matrix analysis data in % Acecook Vietnam's IE Matrix
Comment: According to the IE matrix, Acecook has three product lines located in the
development and construction area, which are the sour and sour Hao Hao noodles, the
Tao Quan fried noodles and the beef noodle bowl. We can use a strategy to go to
market quickly, develop more diversified products and attract more consumers.
Meanwhile, the two product lines of Hao Hao Premium noodles and Udon Suki
noodles are located in two different locations. Udon Suki noodles are located in the
maintenance area, so this product can use market penetration and product development
strategy. Located at the intersection between the holding and maintaining areas.
Acecook can stil produce and sel this product but should cut down on investment
costs and instead focus on investing in more outstanding products.
3. External Factors Assessment Matrix (EFE) External External External STT External Factors Weight Factors Factors Factors Weight Weight Weight OPPORTUNITY
The demand for instant noodles is 1 increasing 0.2 4 0.8
Cheap price compared to other fas 2 food 0.15 4 0.6 3 Vietnamese taste 0.1 4 0.4
Many special promotions to attract 4 consumers 0.05 4 0.2 5 Huge market 0.06 3 0.18 WARNING
The competitive environment amon 1 competitors is increasing 0.09 3 0.27
Compared to the high segment, the 2 are no design differences 0.09 3 0.27
There are not many innovations 3 compared to similar products 0.1 3 0.3 4 Not much nutritional value 0.05 2 0.1
The advertising campaigns are les 5
and less, no focus with customers 0.15 2 0.3 TOTAL POINT EFE 1 3.42
Acecook's matrix of external factors
Comment: The most important factors leading to success in this industry are the
“increasing demand for instant noodles” and “cheap price compared to other fast
foods” receiving importance. are 0.2 and 0.15 respectively. A total score in the EFE
matrix of 3.42 shows that Acecook is above average in terms of how wel their
strategies respond to external factors. However, there are stil many other issues that
Acecook needs to solve in order to develop more of its products, thereby reducing
competition with competitors as wel as building a comprehensive and sustainable development company. Stead y 4. Internal Factor (IFE) STT Yếu t bên trong ố Trọng Điểm đánh Điểm ĐG có số giá trọng số ĐIỂM MẠN H 1
Không bị phụ thu c vào nhà cung c ộ ấp b 0,10 3 0,30 bì 2 Tài chính vững chắc 0,11 4 0,44 3
Sờ hữu đội ngũ chuyên gia dinh dưỡng 0,08 4 0,32 hàng đầu 4
Thương hiệu mạnh: là một trong 0,09 4 0,36
những công ty thực ph ẩm ăn liền lớn nhất hiện nay 5
Đa dạng hương vị mì, tạo lợi t ế h cạnh 0,08 4 0,32 tranh cao 6
Tốc độ phát triển sản phẩm mới nhanh 0,07 3 0,21 7
Dịch vụ chăm sóc khách hàng tốt 0,06 3 0,18 8
Văn hoá doanh nghiệp mạnh 0,06 3 0,18 ĐIỂM Ế Y U 1
Thiệt hại về hình ảnh do sự cố mì Hảo 0,11 2 0,22 Hảo có chất cấm 2 Lợi nhuận thấp 0,07 2 0,14 3
Danh mục sản phẩm mở rộng, không 0,09 1 0,09
thể tập trung vào từng loại sản phẩm 4
Lợi thế cạnh tranh khó duy trì 0,08 2 0,16 Tổng cộng 1,0 2,92
Acecook is a leading corporation in instant products. This shows us that Acecook has
solid resources and extremely competitive capacity. Acecook is very invested in
advertising its image throughout the country. For Vietnam, Acecook creates jobs for
many people and contributes a lot to Vietnam's economy. Acecook is growing stronger
and occupies an important position in the national economy.