Phân tích chiến lược kinh doanh của Công ty sản xuất nước đóng chai
Alpha về sản phẩm nước uống đóng chai tinh khiết Alpha
“Analyze business strategy of The company produces bottled water
Alpha of product purified bottled water Alpha”.

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TABLE OFCONTENT

TABLE OFCONTENT.............................................................2
INTRODUCTION...................................................................3
RESEARCH OF CONTENT.....................................................4
1. About the company produces bottled water Alpha.....................................4
2. Products business of the Company - bottled water.....................................4
3. Analysis of the macro environmental factors - PEST model for bottled
water products Alpha.................................................................................................6
3.1 Analysis of the political situation - the law...........................................6
3.2 Analysis of the economic situation.......................................................7
3.3 The Sociocultural factors....................................................................10
3.4 Situation Analysis Technology............................................................11
4. Factor analysis five forces competitive products pure bottled water Alpha.
................................................................................................................................ 13
4.1 Competitors........................................................................................13
4.2 The buyer............................................................................................14
4.3 Supplier..............................................................................................16
4.4 Substitutes..........................................................................................17
5. Evaluate SWOT matrix for bottled water Alpha.......................................18
6. Evaluate the limit and strategic reasons of pure bottled water Alpha.......19
7. Proposed solutions to improve the efficiency of business strategy for the
product of pure bottled water Alpha........................................................................20

for the construction of production line technology contract and a closed set.
With the motto of "quality is the top", the company producing bottled water
Alpha always comply with the standard manufacturing process is registered.Raw
materials are sourced from deeper groundwater 100 meters, through nervous system,
filtered, treated with coal chemicals, ultraviolet sterilization.Therefore, bottled water
Alpha term use without being precipitated.Production line of bottled water Alphabut
not automate 100%, but closed in the secured important stages. In 2014, company
sales reached 8 billion, up 15% the following year.The main products include:
- 500ml bottled water.
- 330ml bottled water.
- 1 liter of bottled water
2. Products business of the Company - bottled water
Beverage market Vietnam is a potential market and vibrant. When turning
phase rising living standards, require product changes, consumers are not too
concerned about the price that their choice is the brand's reputation and for their
convenience, time this competition will become fiercer. Currently, beverage products
from ASEAN and other countries have Vietnam market penetration,enterprises in
Vietnam difficulty more or less, but there are many market segments left open to
development, such as soft drinks for children, for women, for office workers, cool
water to close boxes,etc,... In Vietnam, bottled water has many other names, such as
pure water, bottled water, purified water. But the fact that bottled water is pure water
bottle or plastic bottles Pet, depending on the capacity for users that have different
names.
So what is purified water? Drinking water is pure water have been removed all
the impurities in the water component, is chemically almost only H 2O without any
other mineral components. But in fact the mineral composition of the water remains at
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a level that would enable health benefit users and minerals that are specified on the

Social

3.1 Analysis of the political situation - the law
Political stability in the world situation is more volatile help companies,
especially companies in the beverage industry boldly outlined the long-term business
strategy. Bureaucratic reform are positive, but still cumbersome, overlapping, multiple
procedures, some still bureaucratic and authoritarian.Anti-corruption issues are not
effective, low transparency indices, policies and decisions of the state is inconsistent,
volatile and no long-term vision.
According to the plan of the Vietnam Wine - Beer - BeverageCorporation, the
period from now to 2015, to encourage all economic sectors involved in the
production of beverage ingredients from local producers, with priority given to
increasing production capacity juice, not investment increase production capacity
carbonated beverage prepared from imported flavors.
Society is growing, increasingly busy lives should demand using canned food,
bottled or processed products of people is increasing.One of which is the beverage
industry.Today people drink water not only to meet the additional demand of water for
the body but also because of the nutritional and organoleptic value, which beverage to
meet all the needs that should be the beverage industry indispensable in the present
life. That is why a growing number of businesses signing up to join, or diverted to the
beverage industry business.But also there are few which can remain with the industry.
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Sales in the beverage industry but what advantages and disadvantages, why have
things stand now joining the industry, but now there is an increasing revenue through
the year.
Political stability and consistency in policy stance big that investors have a
positive view on the market, so this is a factor in attracting a large number of foreign
investors in Vietnam. On the other hand, political stability and contributing to the

market in Vietnam is evaluated potential to businesses investing in developing
countries.The development of the beverage market unevenly in all product lines. Noncarbonated beverages has accelerated strong growth in recent years and will continue
to be the trend in manufacturing and consumer mainstream in the future.Prior to
changing tastes, the beverage business has changed the structure of production to meet
customer demand.Recently, Vietnam has now significantly reduced the production of
carbonated beverages, alcoholic;instead, strong drinks natural origin such as green tea,
herbal tea, fruit juices.Beverage industry in Vietnam with fast growth, meet in number
for consumers, largely replaced imports and enhance the value of the processed food.
On beverage production: Since 1938 Vinh Hao Mineral Water Factory and in
1952 had Chuong Duong freshwater factory, it now has 204 establishments beverage
production, with capacity of 1008 million liters/year. In 1999 produced over 460
million liters. Average consumption of 5 liters/person/year.Among them:Freshwater
mixture was 3.35 liters (mainly Coca - Cola and Pepsi, mineral water and purified
water was 1.49 liter and 0.16 liter of juice.Clearly, the rapid development of industry
Beer Alcohol Beverages have to meet the requirements of consumers due to economic
development and our country has a hot tropical climate.It also repel foreign goods
entering, as China's beer and imports, though still but yield less.Branch operations
effectively, each year contribution to the State budget on 3000 billion settlement for
over 2 thousand people have stable jobs in the manufacturing facility.In addition,
thousands of people participate in the provision of supplies and services for product
consumption.
Beer Alcohol Beverages development while contributing to the development of
other industries such as agriculture, transport, engineering, packaging. Two Central
Breweries (Saigon and Hanoi) production has reached 107% capacity is still
insufficient to meet the needs of consumers.Many state-owned ale of beverage staple
of local development investment rather like beer company in Hai Duong, Quang Ninh,
Ha Tay, Thai Binh, Dong Xuan Alcohol (Phu Tho), Thang Long Wine Making
(Hanoi ),etc,...Through the open door policy, again just to take advantage of capital
and advanced technology, management of large firms had invested in 27 joint ventures
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of domestic economic sectors, including beverage industry to serve the needs of
people and the increasing demands of society.The official statistics show that up to
this point the economy has shown positive signs, expressed through key indicators,
such as GDP growth is estimated at 6 months was 6%, the prices of goods CPI
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accelerated momentum has softened in the second quarter, rising 4.78% estimate than
in December 2014.
The high growth of the economy led to increases in per capita income, which
leads to life of the population of the increasingly high, improved and more advanced.
Therefore the need for life as well as dietary needs of people are also more
demanding.
Inflation was renewed due to the impact caused by the fundamental and
demand pressures. According to the investigation team's Economic Research
Committee, ANZ Bank, the inflation rate fell from 27.9% peak in September 2013 to
2% in August 2014. However, pressure on prices began escalating, the last 3 months,
consumer price index increased from 1.25 to 1.5%, ranging from 5-6%/year.And do
not just stop, from now until the end of the year, the pressure on prices will continue
and entails an increase in inflation, and real interest rates will also decline rapidly.
3.3 The Sociocultural factors
- Population and urbanization:
Vietnam is a developing country with a population of about 90 million people
(ranked 13th in the world). Proportion of population growth per year in the period
1999-2014 was 1.22%/year. Therefore, this is both a consumer market potential and
prospects, both abundant manpower with cheap labor.At the same time, the proportion
of young and middle-aged people is quite high, bringing sizable customer base.Thus,
our country with a large population, rapid urbanization, large proportion of young
people is a good market with abundant customer base.
- Tastes, trends:

with consumer confidence in the country or region, as:333 Beer, Hanoi Beer,
Heineken, Halida, Carlsberg, Sanmiguel, Huda Coca-Cola soft drinks, Pepsi-Cola,
Vinh Hao Mineral Water, Lavie, Danh Thanh, Thach Bich, new rice wine, Thang Long
Wine Making.As planned development of beer, wine, soft drinks Vietnam until 2015
with a vision to 2025, industry production of beer, wine and soft drinks will be
developed in a sustainable way, focusing on ensuring sanitation, safe food for
consumers and protect the ecological environment.
For the beverage industry, Industry and Trade Ministry to encourage all
economic sectors to invest in production of equipment and modern technology,
ensuring food hygiene and environmental protection. To encourage businesses to use
domestic raw materials associated with building material area in the locality.
In particular, enterprises preferred of beverage produced from fresh fruits and
nutritious beverages. The economic component is also actively invest 575
manufacturing establishments (the brewing has 400 enterprises, producing about 27
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corporate liquor, of beverage production, about 148 enterprises), these facilities made
products to meet the workers on site, such as beer gradually become rather nh
ordinary of beverage, especially in towns, townships, industrial parks and of beverage
sector in Vietnam also had line technology for the production serves as:
- Lines for the production of beer, wine, green tea, refreshments ... the kind of
- Production line of fruit juices, water manioc shiitake water and other juices.
- Treatment system purified bottled water, boiler, water alum, salt,etc,...
- Production line cake: biscuits, wafers, cinnamon rolls, Bim Bim, quiche
kinds.
- Lines of washing, filling, capping 21 liter bottle, 5 Gallons automatically
- Lines for the manufacture of beverages: Soft drinks and carbonated, soy milk,
baby milk, sterilized milk,etc,...
- Lines of washing, filling, capping automatic pet bottle with a capacity of

bottles, reusable, paper boxes and cans Tetra Park is very convenient for the consumer.
Environmental technology increasingly modern and accessible has helped
businesses solve environmental issues one of the best. The only downside are that
these technologies are often quite expensive.
Currently communications technology of Vietnam has been developing a very
powerful way, to help businesses to promote the image of the company an easier way
to

consumers

in

various

ways:

Internet

advertising,

television,

commercials,etc,...Alpha did pretty good media campaign and invest no less on the
media to advertise to let people know about the benefits of image and product brands.
4. Factor analysis five forces competitive products pure bottled water Alpha.
Sector penetration opponents

Supplier

Competitors the

bombed advertise their brand with more than half a million dollars of funding within
the first year.Along with expanding distribution channels, Aquafina has quick access
to consumers. Compared with Aquafina, the predominance of LaVie are senior of 10
years in Vietnam (including the time before Nestlé acquired from Berrie Vittel). CEO
of LaVie Vietnam Matthias Riehle said each day, over 2 million bottles of LaVie is
consumed in the country.
Beverage market in Vietnam is now quite attractive, attract more businesses,
large companies and foreign participants. In addition to the aforementioned existing
competitors, the company produces bottled water Alpha has many potential
competitors other.Many companies in the beverage in South Korea, Japan,etc,...Want
penetrate the Vietnam market.So, with Vietnam beverage company, they have
advantages in capital, technology and unique tradition.Therefore, the penetration of
their markets will cause significant impact to the Company's share refreshments
Vietnam,including production company Alpha bottled water.Additionally, the
reputation and its profits,The company produces bottled water Alpha also faced the
counterfeit labels, influencing consumption and reputation of the brand.
4.2 The buyer
As a developing country, economic growth and sustainable high-ids,
expenditure patterns of the people of Vietnam for food and beverages fell but the
absolute number for this group has increased spending and the proportion still big, this
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is very favorable for the development of food products, especially beverage industry.
Features beverage consumers Vietnam:
- Population with 58% of the population younger than 30 years old. In
particular, in terms of business generation born in 80 people (consumers born in 1980
or later) constitute a target market segment is increasingly attractive to enterprises
consumer goods the sector using faster, while beverage industry.Consumers in large
cities prefer to use more packaging bottles cans (90%), the utilization rate are 10%

As research on the company producing bottled water Alpha customers are
divided into 3 main groups:
- Individuals, households and collective purchasing products and services.
- The system of wholesale and retail distribution, supermarket.
- International markets: foreign customers - the consumers.
The influence of corporate customers is expressed through the following
factors:
- Number of customers:
+ Buy retail consumers buy: the more crowded the better benefit enterprises
that consume so many products, less the cost of consuming more, fast product is
known.
+ Distributor: Want to win the battle for market share in the enterprise have to
pull consumers toward him.The system stores, sales network is the base of
manufacturers and distributors in the battle for the market.No chain enterprise
distribution can not even reasonably priced.The distributor can be considered as vital
to the success of a new product.
4.3 Supplier
The Company medium and large soft drinks must be imported from foreign
flavors road through official imports, especially those enterprises producing products
carbonated soft drinks. Companies with foreign investment in Vietnam is often
applied manner parent companies sell aromatherapy for its subsidiaries.Through the
sale of these flavors, the parent company earned a lot of profits and helped the relay
for the subsidiaries in the promotional campaigns, discounts to crush competitors and
expand market.In 2003, Japan had a ticketCoca Cola company in this country amount
to $ 100 million in transfer pricing fraud, in Vietnam, so far, despite being mentioned
a lot on the issue of transfer pricing of multinational companies, but not yet there are
effective mechanisms for this problem.
On the packaging: for glass bottles, companies often imported from abroad:
Thailand, Malaysia, Singapore. The packaging in cans, PET bottles by domestic
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Beverage market has strong competition in gas by alternative products such as
non-carbonated soft drinks, milk, juice, purified water, mineral water, energy
drinks,etc,... Consumers use a variety of non-carbonated drinks are have no interest
due to carbonated beverages, besides the media propaganda that fizzy drinks are not
good for health, especially for children. Statistics from the supermarket and retail
stores, 2014, the market only 50 fruit juices.By early 2015, there are over 200
different products for the price of 8.500VND/liter to over 20.000VND/liter.
Potential opponents: Beverage market not gas: There are too many domestic
enterprises participating in the market, the number of firms enter and exit the market
is very large, causing market chaos.Products are varied, almost any kind of fruit,
flowers, leaves and roots that can make soft drinks businesses are exploiting. Product
diversity and duplication but not a business separate scoring mark for its specific
products in the market.Imported products with declining import duties are a potential
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rival.Mineral water market - pure water:The period 1994-1997, the mineral water
Aqua of Danone imported from Indonesia were up a relatively large market share in
Vietnam.
At the same time, the competition of Aqua, PT Aqua Golden Mississippi has
begun to find a joint venture partner in Vietnam. Due to the economic crisis the
region, the investment plan was postponed.Since 2005, Aqua and Evian (under
Danone) have started to return to Vietnam market.With the experience of a second
company world of bottled water, the involvement of Danone will make the market
increasingly fierce competition.
Pure water products of the two companies Coca-Cola and Pepsi major impact
on the market because most current mineral water and pure water is subject to the
distribution by freshwater systems. Pure water products of two enterprises segment
positioning on, once launched new products with middle and low segments, potential
competition is considerable.Product replacement product can be used interchangeably


the 2. High standards of quality,

economic stimulus package food safety.

2. Human resources are of high of the government.

3. Substitutes rich.

quality.

4.Demanding

2. The WTO

customers

3. The competent administration, 3. Tastes, modern consumer high quality, sample code.
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ambition and vision.

trends.

5. The price sensitive.

4. The distribution system.

4. Traditional customs.

concentrated

domestic market, not export
the product.
6. Evaluate the limit and strategic reasons of pure bottled water Alpha
Due to lack of strategic positioning and building from the original image, brand
Alpha does not clearly express personality and brand associations for customers.
Overall, the logo and brand identity system is currently not reflected the strategy,
vision and scale new company's operations as well as consistent with the target
customers, not shown consistency and create high difference compared to competitors
and consequently not create brand associations and image clarity and depth.Brand
strength reflected in the level of awareness, use, loyalty, brand associations and brand
image is not clear, the coverage of the distribution system relatively "modest".
Currently the channels of dialogue and implementation of marketing
communications activities, excluding the value added services such as care agents is
limited. These communication tools have not been used effectively.Media scattered,
unclear objectives, lack of direction and focus.Effectiveness of marketing
communication is limited, not focus properly target customers, not shown positioning

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and clear message, consistent (since no brand strategy), so images, and no faint
impression deepened customer's mind.
The restrictions on significantly reduce perceived quality and value from
customers. Consequently, consumers may not know or did not properly assess the
quality of products; or not customers choose to buy the product priority Alpha.Alpha
Company should develop marketing communications plan for the year, including
clearly defined goals based on brand strategy, target audience, message
communication, strategy and tactical action plans specific and resources allocated

When the brand has focused on exploiting the urban market, the rural market is a gap
for enterprises born late exploit and expand the market, but the key feature of this
market is Cheap required.
- According to demographic criteria: the elderly, young, young team.
Additionally, the target customer group in future also market the youth group (besides
the traditional customer group at present) and the parents remain the final
decision.Therefore, the construction of the brand image in their Alpha is still an
important factor. For parents, the most important thing for their children's health,
hygiene and quality thus remains a key factor.Building brand image through programs
and events related to youth and the parents will contribute significantly enhance the
brand image quickly.
7.2 Alpha brand positioning
The aim now is to become the industry leader Bottled Water firstly Hai Phong
city, and then the area of Vinh Bao and Tien Lang…, but businesses still do not have a
specific strategy, in trademark issues. Therefore, a strategy to build and develop the
brand, including brand positioning accuracy is an important issue to do now.
- Identification of the competitive brand: From the above analysis, to identify
the strengths and weaknesses of competitors, will help Alpha strategically exploit your
opponent's weaknesses, but their advantage than competitors like regime customer
care, service attitude of staff polite, caring, good distribution channels,etc,... and
overcome weaknesses compared to competitors.
- Identification of factors affecting brand: In today's environment, brands have
a lot of impact.Some positive effects, others interfere, difficult and may adversely
affect the reputation and brand.With its current position as a challenger brand in the
entire industry, the company has always been rivals seek and fully exploit the
weaknesses.So to pull ahead of the market, a good brand strategy is the inevitable
problem.To have a good brand strategy, identifying and analyzing the strengths,
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in addition to the development sector.Currently the company is implementing to
market products with new labels, link with the product line carbonated drinks Chanh
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Thang to launch the product line of bottled water and 0.5 liter volume 0.33 liters with
product labels are more prominent image.
7.4 Solutions to Alpha develop the brand
Brand is an intangible asset, but tangible hidden strength, the brand decided the
choice of customers for your products and it even affects the success or failure of an
operation business. To build brand image in customer satisfaction in the long term, the
company needs to promote the brand Alpha characteristically to not duplicate with
other companies.
- Solutions for Media, fans
+ Target Media: The company should strengthen the communication activities
in order to promote enterprises image and provide information to the targeted
customers.
* Communications to improve customer perception of the company to
facilitate the sale or long-term service provider.
* Changing the attitudes and perceptions of people about Alpha, giving them
peace of mind when choosing products Alpha
* Develop a unique brand for the company to distinguish it from competitors is
worthy leading manufacturers in the province.
+ Media: In order to achieve these objectives, the company can classify
customers into specific objects which give appropriate media.
+ The message communication:
- Strengthen the Public Relations (Public Relations - PR)
- Financial investments for the development of the brand
Currently, the budget for the building, brand promotion (including costs of
fairs, advertising and promotions) represents only a small percentage of sales, the

markets with high competition, this work must be emphasized even more.Need care
brand, reminded about the brand in a consistent manner at each stage of development
of the brand within the company and outside the company.
Great value brand that brings no one can deny. Therefore, the brand is a matter
of always being at the forefront in all businesses. To survive and thrive in fierce
competitive market today, building and develop the brand must be focused and always
the top priority.
Although in operation for over 15 years but as a new business in the first
period, the brand still have toddlers Life on the path of development. Branding issues
are concerned but not yet invested properly for various reasons, which mostly lack of
funds, manpower and a strategy to build, develop improvement.
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