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N A T I O N A L E C O N O M I C S U N I V E R S I T Y
R E P O R T O N T H E D E V E L O P M E N T O F CHIN-SU’S INTERNATIONAL MARKETING PLAN
G L O B A L M A R K E T I N G
M A R K E T I N G M A N A G E M E N T 6 3 E - G R O U P 5 O C T 2 0 2 3 01. THE COMPANY INTRODUCTION 02. HOME COUNTRY (VIETNAM) 03. CHIN-SU SWOT ANALYSIS 04. INTERNATIONAL MARKET SELECTION 05. HOST COUNTRY (GERMANY) 06. ENTRY MODE CONTENTS 07. MARKETING MIX STRATEGY 08. 10. IMPLEMENTING PROGRAMME CONTROL & EVALUATION 09. REFERENCE PLANNING BUDGET APPENDIX 0 2
1.1. History of formation and development
CHIN-SU is a branch of Masan Group Corporation’s subsidiary. Masan Group Corporation was
incorporated in November 2004 under Ma San
Shipping Corporation. They officially changed the
name to Masan Group Corporation in August 2009
and were successfully listed on the Ho Chi Minh
Stock Exchange on 5 November 2009. The name
was formally changed to Masan Group Corporation
in July 2015 in order to be consistent with the
corporate brand and practice. While the listed
entity was formally incorporated in 2004, Masan,
through majority shareholders and underlying
operating businesses and predecessor companies,
has been in existence as a business group since 1996. PANY
Masan Consumer Holdings was established to be
THE COM INTRODUCTION the Group’s primary platform to further invest in
branded food and beverage opportunities and
related sectors. Its core holdings include Masan Consumer and Masan Brewery.
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Masan Consumer Holdings is one of Vietnam’s most prominent local
diversified fast-moving consumer goods companies. The company
manufactures and distributes various food and beverage products,
including soya sauce, fish sauce, seasoning, chili sauce, instant noodles,
instant congee, instant coffee, instant cereals, bottled beverages,
processed meat, and beer. Masan Consumer Holdings has grown its
product portfolio and domestic distribution channels to establish a
leading position in Vietnam’s branded consumer food and beverage
market. Its key brands include CHIN-SU, MEATDeli, Nam Ngư, Tam Thái
Tử, Omachi, Kokomi, Vinacafé, Wake Up 24/7, Kachi, Vĩnh Hảo…
The founder of CHIN-SU is Ms. Nguyễn Hoàng Yến, who serves as the
Deputy CEO of Masan Consumer and is the wife of the Chairman of the
Board of Directors, Mr. Nguyễn Đăng Quang. CHIN-SU made its debut on
the market in 2002, with its first product being CHIN-SU soy sauce.
1.2. Vision - Mission - Core Values
Vision: To be Vietnam’s pride by uplifting the material and spiritual lives of Vietnamese consumers.
Mission: To provide quality products and services for Vietnam’s
population of nearly 100 million people, enabling them to get more
value for money on their daily basic needs. Core Values:
- Leadership: Every Masan-er is the leader of his/her area of
responsibility and has to make his/her own decisions for the company in that area.
- Integrity: Only do what is right and in compliance with laws and regulations.
- Entrepreneurship: Always believe in ourselves and the journey we are
on to inspire others, a "can do".
- Trust: Believe and respect each individual.
- Passion for winning: The Masan Group wants to be one of the first
internationally recognized Vietnamese companies as a consumer unicorn.
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