The sale sstrate gyof fresh milk TH True Milk in Ho Chi Minh - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION &
TRAINING FACULTY OF BUSINESS ADMINISTRATION SUBJECT SALE MANAGEMENT PROJECT REPORT Tên đề tài: The sales strategy of fresh Lecture: Phan Minh Tuan
Class: MK310DE01 - 0300milk TH Member of group:
1. Nguyễn Trương Gia Hân – 2196223 True
2. Nguyễn Hồng Thảo Vy – 2192378 3. Âu Thanh Tùng – 2193817
4. Nguyễn Thị Ngọc An – 22100137 Milk in 5. Vũ Thu Thảo – 2193891
6. Dương Tấn Đạt – 2207905 Ho Chi Ho Chi Minh City, June 2022 Minh Hoa Sen University INTRODUCTION
Today, in the continuous development of the economy and the competition of the
market, businesses must strive for perfection in order to survive and develop. So,
knowledge in sales administration will help a lot in managing and coordinating sales
activities to develop the staff in particular and the business in general. To deepen our
understanding of this subject, we have applied the knowledge we have learned from
the Sales Administration course to complete a report on TH True Milk's business. The
report is intended from the information collected about TH True Milk, through which
to better understand this business so that it can build a sales team, set targets and
policy contracts for the company. . This report is an opportunity for our team to apply
the theory of Sales Management in practice, through which, our team has had a deep
understanding and accumulated many good implementation lessons. more in sales.
However, with limited knowledge and experience, this report is prone to many
omissions. Therefore, our team is looking forward to receiving comments as well as
receiving the title of this report to be more complete.
Project report of Sale Management P a g e | Hoa Sen University JOB ASSIGNMENT SHEET STT NAME JOB % 1 Nguyễn Trương Gia Find information part 2 + Word Hân 2 Nguyễn Hồng Thảo
Find information part 3 + 4 + PPT Vy 3 Âu Thanh Tùng Find information part 3 4 Nguyễn Thị Ngọc Find information part 4 + 5 An 5 Vũ Thu Thảo Find information part 1 + 2 6 Dương Tấn Đạt
Find information part 2 + Conclusion
Table 1 The worksheet of the members of the group.
Project report of Sale Management P a g e | Hoa Sen University TABLE OF CONTENTS
INTRODUCTION...............................................................................................i
JOB ASSIGNMENT SHEET............................................................................ii
TABLE OF CONTENTS..................................................................................iii
THANK YOU......................................................................................................v
LIST OF IMAGES.............................................................................................vi
LIST OF TABLE................................................................................................vi
CONTENT...........................................................................................................1
1. OVERVIEW OF THE COMPANY............................................................1
1.1. About the business................................................................................1
1.2. History of formation and development.................................................1
1.3. Company Size............................................................................................2
1.4. Achievements.............................................................................................3
1.5. Product.......................................................................................................6
2. MARKET ANALYSIS................................................................................7
2.1. PEST.....................................................................................................7
2.1.1. Political.............................................................................................7
2.1.2 Economics............................................................................................7
2.1.3 Social..................................................................................................8
2.1.4 Technology...........................................................................................9
2.2. SWOT..................................................................................................10
2.2.1 Strength...............................................................................................10
2.2.2 Weaknesses........................................................................................13
2.2.3 Opportunity.........................................................................................14
2.2.4 Threats................................................................................................15 3.
BUILD A SALES TARGET......................................................................16
3.1. The base built the target.........................................................................16
3.1.1. The market situation........................................................................16
3.1.2. Actual resources of the business......................................................16
Project report of Sale Management P a g e | Hoa Sen University
3.1.3. The results of the sale in the past....................................................16
3.2. Target sale in the future..........................................................................18
4. Organize sales activities...............................................................................18
4.1 Sales force.................................................................................................18
4.2 Direct store................................................................................................21
4.3 Agents, wholesalers and retailers.............................................................23
4.3.1 Policy..................................................................................................23
4.3.2 CRM....................................................................................................24
4.4 Marketing activities...................................................................................26 5.
Check and evaluate sales activities...........................................................28
5.1 Overview - Position - competition............................................................28
5.2 Evaluation..................................................................................................28
5.3 Profits........................................................................................................30
5.4 Distribution channels................................................................................30
5.5 Marketing strategy.....................................................................................30
5.6 The treatment for the risk..........................................................................31
CONCLUSION.................................................................................................32
REFERENCES.................................................................................................33
Project report of Sale Management P a g e | Hoa Sen University THANK YOU
First of all, our group would like to thank Mr. Phan Minh Tuan, a lecturer in Sales
Management from Hoa Sen University, who accompanied us throughout this Sales
Management course. Thank you for supporting us all the way during the study, as well
as helping the team to complete this report in the best way. With the knowledge and
experience he has taught in the past time, he will help the group a lot not only with
this subject but also in the next and future subjects after graduation.
Because this is a subject with a lot of complex knowledge and our practical
knowledge is still limited. So if there are mistakes, please ask the group for comments
so that they can correct them and get the most complete report possible. Sincerely thank! LIST OF IMAGES
Project report of Sale Management P a g e | Hoa Sen University
Picture 1 Logo of TH True Milk..................................................................................1
Picture 2. Launched fresh milk products for TH school MILK.....................................3
Picture 3 Launched TH true NUT premium nut milk....................................................4
Picture 4 Groundbreaking ceremony of Thanh Hoa high-tech dairy farming and milk
processing project.........................................................................................................5
Picture 5 Types of TH True Milk’s product...................................................................6
Picture 6 TH True Milk's refreshing fruit drink.............................................................6
Picture 7 Ground-breaking ceremony of the farm focusing on high-tech application...7
Picture 8 Milk market structure of TH True Milk.........................................................8
Picture 9 TH True Milk's customers (Source: https://ngaymoionline.com.vn/th-true-
milk-tran-quy-me-thien-nhien-tu-tung-chi-tiet-nho-8753.html)....................................9
Picture 10 Electronic chip to wear foot (Pedometer) for cows......................................9 LIST OF TABLE
Project report of Sale Management P a g e | Hoa Sen University
Table 1 The worksheet of the members of the group..................................ii
Table 2 Table of figures on sales and profit 2016-2018............................17
Table 3 Expected sales in products............................................................18
Table 4 Expected sales in customer...........................................................18
Table 5 Workload Methods.......................................................................19
Table 6 Statistical tables of expected sales in 3rd & 4th quarter.................23
Table 7 Number of visits........................................................................... 24
Table 8....................................................................................................... 29
Project report of Sale Management P a g e | Hoa Sen University CONTENT
1. OVERVIEW OF THE COMPANY 1.1. About the business
TH Food Chain Joint Stock Company
Trading name: TH Joint Stock Company
Address: 166 Nguyen Thai Truong Street, Quang Trung, Vinh City, Nghe An Province
Hanoi Office: 02nd Floor - North Asia Building, 09 Dao Duy Anh Street, Phuong Mai Ward, Dong Da District, Hanoi
Ho Chi Minh City Office: Tower B, 6th Floor - Viettel Building 285 Revolution
August, P.12, District 10, HO CHI MINH CITY
Phone: 024 3573 9777 (Hanoi) / 028 6291 8888 (HCM) Email: tuyendung@thmilk.vn Website: www.thmilk.vn
Picture 1 Logo of TH True Milk.
(Source: https://www.tryandreview.com/id/brand/th-true-milk-vietnam) 1.2.
History of formation and development
In 2008, TH True Milk Company began building. The English definition of the word
True Happy is used to explain the meaning of the TH brand. However, many people
believe it stands for the name of the company's founder, Mrs. Thai Huong.
With the acquisition of Israeli beef growing methods, the TH True Milk program got
underway in 2009. Additionally, the company chooses from among hundreds of New
Zealand cow breeds. Since then, business for the company has significantly increased.
The business is currently a market leader in the production of fresh milk that is
"clean." Additionally, TH True Milk expanded its reach by bringing in and carefully
tending to a herd of up to 45,000 cows. In December 2010, TH True Milk products
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were first made available to consumers. By 2013, this enterprise had generated an
estimated 6,000 billion VND in total revenue. The total income during 2013 was 3,000 billion VND.
"By 2015, the TH True Milk factory will achieve sales of 3,700 billion VND, and TH
True Milk will account for 50% of the fresh milk market," Ms. Thai Huong said in
2010. Because Vinamilk dominates the Vietnamese milk market, the CEO of TH True
Milk's statement is considered as "arrogant.". With rapid business development, TH
True Milk also has the potential to follow the previous statements of Ms. Thai Huong.
And after the success of the TH True Milk project, the business has also invested in many other projects such as:
 Growing medicinal herbs for the purpose of processing high-end TH herbals for the US market
 Clean fruit and vegetable brand FVF
 International stance TH School
 Growing medicinal herbs to process high-end TH herbals for sale in the US
market In Moscow, Russia, a high-yielding dairy farm is inaugurated. This is
the first phase of a project to build a dairy cow complex with high-tech milk
processing that might cost up to 2.7 billion dollars. 1.3. Company Size
TH True Milk, while only being on the market for a short period, has consistently
demonstrated its supremacy in the Vietnamese dairy market. Over 70 fresh milk-based
products have been introduced to the market by the company. The company's mission
has always been to provide consumers with clean products and drinks.
The farm owned by TH Group in Nghia Dan district, Nghe An, was formally
recognized as "Asian's largest centralized dairy farm with CNC application" by the
Asian Record Organization in 2015. On a 37,000 acre site, TH has been operating the
"Concentrated dairy farming and fresh milk processing on an industrial scale" project
since October 2009, spending a total of 1.2 billion dollars. Halfway through the
project, now. With a total expenditure of 1.2 billion USD, TH has been putting the
"Concentrated dairy farming and fresh milk processing on an industrial scale" project
into practice across an area of 37,000 hectares since October 2009. There are presently
45,000 cows in the project's whole herd.
The TH Group invests in the construction of a clean fresh milk processing factory in
order to maintain the closed process in cow raising and milk production. This factory
is the largest in Southeast Asia and features the world's most advanced equipment and
machinery. According to November 2018 retail market measurement statistics, TH
True Milk milk rose by about 22% in volume and 30% in revenue. TH True Milk has
already surpassed 40% market capacity in the fresh milk segment in urban retail channels.
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Since 2017, the business has expanded dramatically, with net profits of 319 billion
VND in 2017 and 450 billion VND in 2018. The company's net profit increased by a
factor of 15 in just four years, from 2014 to 2018. TH Company outperformed the
leadership's projection in 2018 by reaching a sales milestone of over VND 7,000
billion. This success was made possible by the fantastic growth in the market for fresh
milk products. The amount of home milk has significantly grown after 10 years. As a
result, from 92 percent in 2008 to more than 60% now, imported powdered milk is used for reconstitution. 1.4. Achievements
Picture 2. Launched fresh milk products for TH school MILK.
(Source: https://giaoduc.net.vn/suc-khoe-hoc-duong/topkid-sua-tuoi-cong-thuc-dau-tien-
tai-viet-nam-danh-cho-tre-post147270.gd) ˗
27/02/2010 welcomes the first "woody" cow to Vietnam ˗
May 14, 2010 Groundbreaking ceremony of TH clean fresh milk factory. ˗
07/25/2010 First time giving milk when baby crawls "May was born ˗
December 26, 2010 the launching ceremony of TH true MILK fresh milk. ˗
26/05/2011 opened the first TH true mart store in Hanoi. ˗
August 30, 2011 opened the first TH true mart store in Ho Chi Minh City. ˗
September 4, 2011 deploying the project "For Vietnamese stature". ˗
International symposium on milk and launch of fresh pasteurized milk products
with dietary additives on February 27, 2012. ˗
09/07/2013 launched TH true YOGURT yogurt. ˗
July 23, 2013 inaugurated TH clean fresh milk factory (phase I) ˗
January 20, 2014 Launched home delivery service ˗
09/07/2014 Launched fresh milk products with TOP KID formula for children 2-6 years old. ˗
September 4, 2014 Launched fresh milk products for TH school MILK. ˗
10/02/2015 Set a record for the largest cluster of dairy farms focusing on high- tech application in Asia. ˗
03/02/2015 Launched TH true MILK pasteurized fresh milk.
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25/06/2015 Award "Best Food in ASEAN" for SCHOOL - MILK - TOP KID product group. ˗
08/08/2015 Launched TH true YOGURT Matcha and TH true YOGURT without sugar. ˗
September 15, 2015 Launched the TOPTEEN formula of sterilized chia milk. ˗
September 17, 2015 at the Moscow World Food Fair, won 3 Gold, 3 Silver and 1 Bronze awards. ˗
11/17/2015 Launching of TH true Yogurt Sterilized Drinking Yogurt - TOP KID.
Picture 3 Launched TH true NUT premium nut milk
(Source: https://cafef.vn/ra-mat-san-pham-sua-hat-th-tiep-tuc-buoc-tien-tien-phong-trong-
nganh-sua-20180326172501216.chn) ˗
21/02/2016 TH won 3 awards at Gulfood Dubai Fair. ˗
May 18, 2016 Commencement of the TH dairy farm complex in Moscow province, Russia. ˗
October 18, 2016 Groundbreaking ceremony of TH dairy farm complex in Kaluga province, Russia. ˗
October 19, 2016 Received the award for the best dairy farm in Vietnam by Vietstock organization. ˗
10/12/2016 Th Farm was awarded a gold cup (Orrganic organic dairy farm) ˗
12/19/2016 Launched TH true BUTTER and TH true CHEESE. ˗
10/03/2017 TH Farm announced its achievements in developing high-yielding
dairy cow embryo implantation technology. ˗
03/07/2017 Launched TOPTEEN sterilized drinking yogurt. ˗
August 17, 2017 Launched TH true MILK Organic fresh milk. ˗
August 20, 2017 Launched TH true Herbal herbal drink. ˗
05/10/2017 Launched TH true MILK TOPKID Organic pasteurized fresh milk. ˗
November 27, 2017 East land project of dairy farming and high-tech milk processing Ha Giang. ˗
December 18, 2017 Groundbreaking ceremony for Phu Yen hi-tech dairy
farming and milk processing project.
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