GROUP ASSIGNMENT

COVER SHEET
STUDENT DETAILS

Student name: Nguyen Trung Tin Student ID number: B1112015161

Student name: Cao Huan Bao Student ID number: B1112015144

Student name: Phan Dang Phu Student ID number: B1112015156

Student name: Do Minh Dat Student ID number: B1112015157

Student name: Nguyen Ngoc Thuy Duong Student ID number: B1112015114

Student name: Nguyen Tran Kim Tien Student ID number: B1112015154

UNIT AND TUTORIAL DETAILS

Unit name: Principles of Marketing Unit number: PMk-T221WSB-2

Tutorial/Lecture: Written report – Group Project Class day and time: Saturdays (8:00-11:15)
Lecturer or Tutor name: Ms. Hoang Thu Hang
ASSIGNMENT DETAILS

Title: Masan MEATlife (MEATDeli) Marketing Strategy

Length: 3500 Words Due date: 14/08/2021 Date submitted:

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student's work

or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
 (previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except
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where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs
 for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student's signature: Nguyen Trung Tin

Student's signature: Cao Huan Bao
Student's signature: Phan Dang Phu
Student's signature: Do Minh Dat
Student's signature: Nguyen Ngoc Thuy Duong
Student's signature: Nguyen Tran Kim Tien

0
 TEAM PROJECT WRITTEN REPORT

Masan MEATlife (MEATDeli) Marketing Strategy

Nguyen Trung Tin, B1112015161

Cao Huan Bao, B1112015144

Phan Dang Phu, B1112015156

Do Minh Dat, B1112015157

Nguyen Ngoc Thuy Duong, B1112015114

Nguyen Tran Kim Tien, B1112015154

Western Sydney University

Principles of Marketing, PMk-T221WSB-2

Ms Hoang Thu Hang

28st July 2021

1
 TABLE OF CONTENTS

EXECUTIVE SUMMARY .................................................. 3

INTRODUCTION................................................................. 4

EXTERNAL ENVIRONMENT ANALYSIS ..................... 6

SWOT ANALYSIS ............................................................... 9

STDP ANALYSIS ............................................................... 11

MARKETING MIX ANALYSIS ...................................... 15

CONCLUSION.................................................................... 27

REFERENCES .................................................................... 28

APPENDICES ..................................................................... 31

2
 EXECUTIVE SUMMARY

Masan's MEATLife is recognized as an organization that produces branded high-quality

animal protein across the value chain to individuals and families in Vietnam by implementing

European technology supported by the number one leading company related to meat

processing. This report aims to provide an in-depth analysis of the current situation of Masan's

MEATlife as well as its marketing strategy within the potential developing market of Vietnam.

Through the application of many theoretical models such as SWOT, STDP and Marketing mix,

this report will deliver a comprehensive viewpoint on how the marketing process of Masan

MEATlife was carried out.

3
 INTRODUCTION

Company description:

Masan MEATLife ("MML") (formerly known as "Masan Nutri-Science Joint Stock

Company") was established on October 7, 2011, under the name Hoa Kim Ngan Company

Limited.

In 2017, Masan MEATLife developed a 3F integrated model by putting into operation a high-

tech pig factory in Nghe An and starting a meat processing system in Ha Nam. In 2018, MML

successfully launched the MEATDeli meat product – a cool meat product introduced for the

first time in Vietnam. At the same time, this marks MML as completing the 3F integrated meat

value chain, and this is a critical factor in managing the product to the end consumer and marks

MML as a product supplier branded meat. In the current period, with the ultimate goal of

providing consumers with traceable, quality and affordable meat products for consumers, pigs

are raised at Masan MEATLife's farm or from suppliers according to strict disease control

standards, ensuring biosecurity with high-quality animal feed that is completely free of growth

hormones, antibiotics, or other banned substances. Products are distributed at supermarkets

VinMart, VinMart+, CoopMart, CoopXtra, BigC, other supermarket systems, MEATDeli

stores and food agents.

4
Product description:

Masan MEATlife offers a variety of products processed and packaged through the 3F European

model. The classification of the products includes all types of edible fresh chilled porks such

as lean, jaw, ribs... and the processed pork such as sausages, boneless pork... With the aim of

becoming the number one brand in terms of supplying animal protein, these products would

deliver vast options to customers in various categories.

The packaging is a fascinating part, where raw pork's colours are white and pink-red; therefore,

using a black box with a transparent cap is an absolute choice to highlight the quality of the

pork and start the avidity among customers. Despite being a high-quality product, the pork sold

at retailers has a 15% higher price than the regular market price, which leads to its small market

share, nearly 10% in the 10 billion Vietnam dong market worth. Up to 2022, Masan Meatdeli

will be reaching over 10% market share, according to many recent research on how the

growing young population has begun to be alerted about their health regardless of their

financial ability.

5
 EXTERNAL ENVIRONMENT ANALYSIS

Consumers:

Consuming fresh, hygienic food has been the prevailing criterion in Vietnamese consumers'

meals, especially citizens. Furthermore, since the young population has been rising

concomitantly with their income level, consumers' consciousness about the quality of the food

they eat has leveraged. However, the origin of the meat in Vietnam is still a concern, and that

has been weaved in every Vietnamese meal. Knowing that value from customers, Masan

established Masan Meatlife with a mission to bring the cleanest, safest with the standard of

hygiene but still tasty to consumers all over Vietnam. Masan Meatlife has produced their Meat

Deli chilled meat with a 3F model to serve their customers aiming at homemakers, citizens

with above-average income, and people concerned about hygienic and food safety. These

customers - especially housewives - have strict criteria about the meat they consume but can

still have stable purchase power for types of meat with a 15% higher price than usual. Masan

Meatlife has guided their plan toward consumers' behaviour as their customers are likely to

pay freely on the food they choose but are still aware of the origin of the food because ¾ of

Vietnamese read the information description about the food before purchasing. Although

Masan Meatlife's main goal is to make retail sales aiming at individual and household

consumers, the corporate also does wholesales with others from large-scale businesses to small

and medium-sized enterprises. Masan Meatlife provides a meat supply for businesses such as

Vinschool to cook the meal as well as Manh Dac Kim rice noodles to make the spring rolls

and grilled meat.

6
Competitors:

The chilled meat market in Viet Nam is assessed up to 18 billion dollars in 2020, and Masan

Meatlife registers 13% within two years being launched. The main competitors of MML are

companies that apply the same model and technique. These companies use the 3F model (Feed

- Farm - Food), which has the slogan: "from farm to table" and produces approximately the

same quality of chilled meat. However, CP Foods and G kitchen of GreenFeed have launched

many retail stores with their brand name and applied to franchise, therefore directly aiming to

the same pools of consumers as MML did. For example, CP Food invested in many stores to

allocate their meat products such as CP Shop, Fresh Mart, CP Pork Shop; G Kitchen also has

their product at over 30.000 retail stores such as supermarkets, grocery stores, and 30 G

Kitchen stores at Ho Chi Minh city.

7
 Besides that, Masan Meatlife has its website to serve online customers, but CP Food

and G kitchen have also launched their online websites like CP Porkchop and G Kitchen.com

to compete in this new-aged market. Therefore, having the same model, applying the same

method, distribution, and aiming the same type of customers at a competitive price, Masan

Meatlife must pay attention to their competitors considerably. However, one advantage of

Masan Meatlife is that they have a competitive price that is cheaper than other brands, 10-30%

of each product provides in-depth value and services to customers through knowing and

solving their concerns. For example, 350 grams of pork shoulder blade of MEATDeli only

goes for 50,970 VND whether at G kitchen is 58,910 VND, a 15% higher price.

8
 SWOT ANALYSIS

STRENGTHS:

• Technology: Masan Group corporation has effectively utilized the innovation in

technology to gain an advantage in the market. [Oxy Fresh 9 technology from Europe;

The first high-tech pig farm in Vietnam meets the Global GAP standard ( a Trademark

and Set of Standards for Good Agricultural Practices ); the closed pig farming

technology following global standards].

• High-qualified suppliers: Their pig farms and factories have an industrial complex

equipped with modern equipment lines provided by Marel - the world-leading company

of meat processing equipment].

• Online platform development: MEATDeli has developed its online shops since the

beginning of its first days. Due to the pandemic, consumers will shop online more than

they ever did.

WEAKNESSES:

• 15% higher price than the traditional meat (VnExpress, 2018) → This impacts

MEATDeli's ability to attract customers since customers in the Vietnam market still

gravitate towards cheap and fresh meat in the traditional market.

• The unstable price due to various infrastructure, logistics, equipment, etc... ( It can

confuse customers due to the variable price range of the same product in different

stores).

9
OPPORTUNITIES:

• Covid 19 is one of the opportunities for Meat deli to further enhance and take advantage

of their developed online shopping platform on their official website.

• Another opportunity is that MEATDeli can develop additional stores in the market in

the future because meat is one of the compulsory food categories that requires quality

over the prices due to the incurable African swine fever.

• They may invest in growing other types of meat, since their current technology could

also apply to poultry.

THREATS:

• Vietnamese people tend to consume the imported meat instead of the domestic one.

The imported meat is witnessing a price decline and is much lower than domestic meat.

• The emergence of other big competitors in the same field such as GreenFeed,

Vissan, CP Vietnam, Hoa Phat, Vilico, Mitraco... (Thuy, 2020) is also a big threat.

10
 STDP ANALYSIS

Segmentation
MEATDeli market is classified according to the following four segmentation criteria:

Geographic segmentation Demographic segmentation

Domestic/International: Domestic Age: all age generation
Country: Viet Nam Income level: middle to high
Places: nationwide, mainly in Ho Chi Status: family and single
Minh and Ha Noi city.

Behavioural segmentation Psychological segmentation

Shopping habits: Often shop at stores Social class: upper, upper-middle, and middle
and supermarkets, including VinMart, class
CoopMart và CoopXtra, BigC and, Lifestyle: healthy, eat clean, careful, strict at
MEATDeli stores and agents... food safety and hygiene.

Targeting

1. For customers who are households: housewives are the

essential targeting customers of MEATDeli when they

directly take care of the daily meal for the family and are the

ones who decide whether to choose Meat Deli pork or not.

Besides, since MEATDeli is chilled pure meat following

European standards, its price is about 15% higher compared

to the pork market in general. Then low-income households

are not the segmentation of the company.

11
1. For individual customers: Besides housewives, the company aims to unmarried young people

who have a stable income, care for their own health, and attach importance to fresh and clean

daily meals. These subjects can be students and employers living in good condition.

Differentiation

Regarding chilled meat technology, Masan MEATLife is the pioneer. Meat Deli chilled pork

products born from this complex is a turning point in the Vietnamese meat industry.In Masan

pigs processing line, the feed for the pigs is antibiotic-free, the pigs are controlled safely from

disease and using European technology to produce excellent quality meat products, really

fresh. In other words, Masan MEATLife is creating a time gap compared to other rival

businesses.

In 2018, the Feed – Farm – Food (3F) concept was finalized. In 2015, it took its first step into

the feed sector by acquiring two local animal feed businesses and launching the BIO-ZEEM

brand. MML began construction on its pig farm in Nghe An province in late 2016, with a
12
capacity of 230,000-250,000 porkers and the highest bio-security model farm. MML also

began construction of its disease-free chilled slaughterhouse in Ha Nam province in the same

year, the largest local large-scale slaughterhouse. MML's 3F meat value chain was formally

constituted in December 2018 when the company began marketing meat products.

Positioning

1. Positioning map
The map below is based on two attributes: price in the market and various product types. As

shown, MEATDeli has to compete with many rival businesses such as Vissan, CP, Green

feed or traditional market. However, MEATDeli mainly focuses on the quality of chilled

meat. Therefore, this brand does not have a variety of product types. In contrast, other brands

have many products, such as meat, canned tuna or sausage, and MEATDeli's products have a

higher price than other competitors. However, this price seems to be reasonable when

comparing to its products' quality.

13
 2. Positioning statement
"Masan MEATLife ("MML") is Vietnam's largest local feed-farm-food (3F) platform with an

integrated supply chain to ensure traceable and hygienic branded meat products at affordable

price points. From its origin as a leading animal feed company, where today its "Bio-Zeem"

feed brand is a market leader known for its productivity, MML has since transformed into a

branded consumer meat business, being the first in Vietnam to launch chilled meat products

using European processing technology and standards under the "MEATDeli" brand. Masan

MsEATLife's objective is to provide Vietnamese consumers with delicious, safe and affordable

meat products every day, everywhere."("Home").

Meat Deli's target customers are mainly individuals and households with frequent demand for

pork. Next are establishments that produce processed foods from clean pork. In addition,

customers can also be businesses that cook for employees or organize events that use pork

food… These target customers look for pork that ensures food hygiene and safety at a

reasonable price.

14
 MARKETING MIX ANALYSIS
Product

1. Main product

The main product of MEATDeli is pork, which is the most-consumed kind of meat in Vietnam.

MEATDeli has divided pigs into different parts so that the customer can easily choose the ones

which they need. Moreover, MEATDeli also provides processed products such as brawn and

lean pork pie made from their pork.

2. Customer core value:

• Health: Customers can enjoy their dishes cooked with MEATDeli's pork without

concerns about safety and freshness as MEATDeli has warranted that their products be

tested through 3 stages before importing and using the cutting-edge technology to

process.

• Satisfaction: Housewives prefer MEATDeli products because they are easy to process

without going through many complicated steps.

3. Actual product:

- Brand name

Officially launched in December 2018, it costs MEATDeli only one year to become one

of Vietnam's ten most trusted products (in Announcement & Honoring Ceremony of 100

products and services Believe and Use 2019)...

15
- Features:

• With Oxy Fresh 9 technology from Europe, MEATDeli guarantees that only safe and

quality meat from healthy pig sources is put on the market.

• MEATDeli's products can be preserved longer than normal, up to nine days, due to the

optimal amount of oxygen thanks to packaging technology, distribution process, and

stored at cool temperatures helps to inhibit the growth of microorganisms, maintaining

the state of fresh meat.

• MEATDeli has a large variety of processed products made out of pigs such as lean, jaw,

ribs, ...

- Quality Level:

• Because of the secured production chain, a qualified supplier, the most modern

technology and process of packaging, MEATDeli's meat are considered high-quality

products.

16
 - Packaging:

• MEATDeli products have a transparent packaging style which would help customers to

correctly evaluate the products' quality. Moreover, the boxes that contained

MEATDeli's products are coloured black so that they can highlight the freshness and

the standards that MEATDeli has on its products.

4. Augmented product:

Delivery service:

• Customers can order MEATDeli's products online, which will be sent in 1-2 working

days, and consumers will have to pay by credit card. Moreover, there will be a small

extra charge for delivery from 20.000VND to 30.000VND due to the pandemic.

After-sale service:

• In addition to providing clean meat products, MEATDeli proudly offers traceability,

which is attached to every product sold. Every MEATDeli product has a QR code or

there will be an access code on the package (Each product has its own QR code and

access code). Customers can either scan the QR code with their phones or fill in the

access code to MEATDeli's website to trace down the product's origin. MEATDeli

Traceability, there are no more worries for the health of customers.

17
 5. Product life cycle

Stage 2: Growth: Dramatical rise in revenue, reputable prizes and spread in

promotion

At this stage, sales start to proliferate, and thanks to the support of this pandemic, sales are

continuing to grow. Persuasive advertising is now everywhere on TV and social media. New

competitors are entering the market and try to apply the same technology. Additionally,

MEATDeli earned significant revenue from the meat and farm segment. MEATDeli branded

cool meat products was 5.65 times higher than in 2019, bringing in a revenue of VND 2,378

billion.

18
Price

1. Pricing strategy

MEATDeli pursues the exceptional values that its customers will have when paying for,

includes wellness due to meat's safekeeping, quality value due to their gratification of the

standards of the products and less effort needed since MEATDeli products have been carefully

processed, so the customers can use right away after a simple step of cooking the product, in

other words, it employs value-based pricing (while cost-based pricing uses manufacturing or

production costs as its basis for pricing).

Although it offers a bit higher prices than the other brands', it focuses on the values that its

customers can benefit from as their prices originate from wellness, freshness, and safety; this

also means that it applies good-value pricing. This is demonstrated in their story of cool and

clean meat and its launching time when people were apprehensive about the origination and

safekeeping.

In detail, MEATDeli products range from about 7.000 VND for 100 grams of pig bone to

approximately 42.000 VND for 100 grams of lean pork belly. Besides, there are instant

products like ham or pork rolls that cost roughly around 60.000 VND to 130.000 VND. Not to

mention sales commence throughout the year.

19
 2. Market

MEATDeli is an enterprise participating in monopolistic competition/imperfect competition.

This market category consists of countless suppliers, which provide a similar type of goods,

and consumers and products of each supplier are dissimilar. These products are highly

interchangeable but not perfect substitutes. In other words, there is cross-price elasticity of

demand, but not infinite.

20
Place

1. Distribution

MEATDeli has distributed its products expansively to numerous supermarkets (Vinmart,

Co.op Mart, Big C, Bee Mart, T Mart), convenience stores (Vinmart+, Co.op Food), and

agencies in 15 provinces/cities. According to market research, MEATDeli's most important

business partners are Vingroup Corporation's grocery chains and supermarkets (Vinmart,

Vinmart+).

It has delivered approximately 37% of its products to these supermarkets and businesses, and

many customers desire to buy food from them. Furthermore, MEATDeli has distributed 21%

21
of its total supply to Co.op Corporation (Co.op Mart, Co.op Food). This Corporation is

trustworthy with prestige and quality in testing imported goods and providing them, especially

food. Additionally, MEATDeli establishes a business relationship with Big C supermarkets on

12/2019, and it has also apportioned 10% of its products to Big C. On the other hand,

MEATDeli has also distributed approximately 32% of its products to the agents without any

supports from other Corporations.

Cooperating with intermediaries brings on

values and advantages. In detail, Vingroup

Corporation's supermarkets and grocery chains,

Co.op Mart, Big C, provide a physical flow of

products. They will test transportation flow

from the manufacturer to their stores and then

sell the products to consumers. These

supermarkets, stores.. can be considered as ads

agencies because MEATDeli can display their

advertisement in the stores.

22
 2. Coverage

Within three years since MEATDeli launched, it has owned about 900 stores/stalls in

15 provinces/cities in Vietnam, including the two largest markets (Ho Chi Minh City and Hanoi

City). MEATDeli's stalls and stores are decorated attractively when it used the red colour as

their primary colour, which effectively stimulates customers.

3. Location

MEATDeli made a correct decision when they choose their stalls/stores places. They

have cooperated with some supermarkets chains and convenience stores and put their stalls in

those. Furthermore, they put their agencies and stores in large kiosks on main streets, in

crowded residential areas, which helps MEATDeli attract customer's attention and offer one

more choice of meat.

23
 4. Delivery

MEATDeli does not only sell their products in stalls/stores; they also offer online market and

shipping services. With many stores and agencies, customers can easily choose the nearest one

and order their products on the website or delivery apps like Now, Baemin, Ahamove,…

MEATDeli guarantees that the meat will be delivered in few hours to keep it fresh. Sometimes,

MEATDeli offers a free shipping fee for orders which cost above 200,000VND.

24
Promotion

1. Advertising:

MEATDeli has utilized media such as advertisements on TV, videos on Youtube, posts on

Facebook. These advertisements focused on delivering the quality of the product relating to

the European integrated system. MEATDeli cooperated with celebrities like Nha Phuong, Lam

Vy Da, Tu Anh, … as well as creating unique content for their videos like short stories, music

videos with a catchy rhythm so that they can take advantage of the celebrities' fame to attract

more viewers.

2. Sales promotion:

MEATDeli has made many price reductions and given out coupons that are free of shipping

charge or minor price decrease when paid in a particular payment during a specific time. Not

only that, MEATDelis also created events that give out samples of new products and

exhibitions to prove MEATDeli's products' quality, like MEATDeli's great buffet from 26/6 to

27/6.

25
 3. Digital marketing:

MEATDeli uses many types of digital marketing channels such as email marketing when

customers can log in into an online section if they want to follow the status of their product

and receive emails to notify them about new products or events; MEATDeli applied influencer

marketing to cooperate with celebrities like Nha Phuong, Tu Anh, … to attract more customers;

also, content marketing, social media marketing, and mobile marketing are channels that

MEATDeli uses to provide information to customers such as clean meat stories, product

features, images, and customer 24/7 online support on its Facebook page or its website.

4. Public relation:

On 26/6 – 27/6, MEATDeli's great buffet of 7 lean types of meat was held for the first

time at VinMart Times City, attracting many customers and nutritionists. Significantly, the

program had the appearance of a particular customer, Assoc. Prof. Dr Le Thi Hong Hao,

Director of the National Institute of Food Safety and Hygiene. She highly appreciated the clear

food traceability, the high amount of nutrition and the meat standard of MEATDeli.

Assoc. Prof. Dr.

Le Thi Hong Hao

26
 Conclusion
In conclusion, Masan Meatlife's current situation is arguably sustainable due to the emergence

of novel competitors as well as the continuous enhancement of nowadays technology.

However, with a proper and firm base of the meat process and the massive network of Masan,

aiming at becoming the leader in supporting high-quality animal protein across the country has

been considered achievable for Meatlife. Moreover, despite the adverse effects of COVID 19,

Masan MEATlife has proven itself to be endurable with its developed online shopping platform

and its strategy of changing the consumers' mindset. The opportunity for Meat deli is enormous

in the Vietnamese market, where people are switching from the traditional pricing preference

to prioritizing the quality of their meals. However, in terms of pricing, it is reported to be

unstable, sometimes unreasonable in many locations due to the difference in the cost relating

to infrastructure, wages, ... and this is one of the weaknesses that Masan MEATDeli needs to

overcome in the upcoming period of development. Many other competitors adapting to the

exact mechanism as Masan is emerging. This threat needs to be concerned as soon as possible

by the Masan operators to project an appropriate and suitable strategy in the future.

27
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meat-deli.htm

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PLO.VN. (2021, June 2). Ngại đi chợ mùa dịch, người dân tăng mua sắm online. PLO. https://plo.vn/kinh-

te/ngai-di-cho-mua-dich-nguoi-dan-tang-mua-sam-online-989702.html

Thị trường thịt mát: Masan và bài toán kênh phân phối, người đến sau sẽ học được gì? (n.d.).

MEATDeli.com.vn. https://MEATDeli.com.vn/tin-tuc/thi-truong-thit-mat-masan-va-bai-toan-kenh-

phan-phoi-nguoi-den-sau-se-hoc-duoc-gi.html

Thịt heo bày thế trận cạnh tranh. (n.d.). Nhipcaudautu.vn. https://nhipcaudautu.vn/kinh-doanh/thit-heo-bay-

the-tran-canh-tranh-trong-evfta-3337416/

Thịt mát Meat Deli. (n.d.). Shop.MEATDeli.com.vn. Retrieved August 3, 2021, from

https://shop.MEATDeli.com.vn/

Thịt mát meat Deli - Thịt sạch meat Deli - Thịt heo meat Deli. (n.d.). Thịt Mát MEAT Deli - Thịt Sạch

MEAT Deli - Thịt Heo MEAT Deli. Retrieved August 3, 2021, from https://thitmatMEATDeli.com/

Truy xuất nguồn gốc thịt lợn sạch Meat Deli chi tiết nhanh, chính xác. (n.d.). MEATDeli.com.vn.

https://MEATDeli.com.vn/txng/

VnExpress. (n.d.). Masan ra mắt thành công thịt heo mát Meat Deli. Vnexpress.net.

https://vnexpress.net/masan-ra-mat-thanh-cong-thit-heo-mat-meat-deli-3860881.html

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 APPENDIX 1
Peer Evaluation Form for Group Work

Your name ________Nguyễn Trần Kim Tiên__________

Write the name of each of your group members in a separate column. For each person, indicate the
extent to which you agree with the statement on the left, using a scale of 1-5 (1=strongly disagree;
2=disagree; 3: neutral; 4=agree; 5=strongly agree). Total the numbers in each column.

Evaluation Criteria Group member: Group member: Group Group Group member:
Cao Huân Bảo Đỗ Minh Đạt member: member: Nguyễn Ngọc
Phan Đăng Nguyễn Thùy Dương
Phú Trung Tín
Attends group
meetings regularly and 5 5 5 5 5
arrives on time.

Contributes
meaningfully to group 5 5 5 5 5
discussions.

Completes group
assignments on time. 5 5 5 5 5

Prepares work in a
quality manner. 5 5 5 5 5

Demonstrates a
cooperative and 5 5 5 5 5
supportive attitude.

Contributes
significantly to the 5 5 5 5 5
success of the project.

TOTALS
(please calculate the 30 30 30 30 30
sum of all columns)

Feedback on team dynamics:

1. How effectively did your group work?

- In scale of 1 to 10, I would rate 8. I feel so lucky that I had such a good team which every
member was responsible to their own task and finished on time. The member also
co-ordinated to work very smoothly.

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 2. Were the behaviors of any of your team members particularly valuable or detrimental to the
team? Explain.

- Nguyen Trung Tin is a leader of our team as well as a great supervisor for the productivity of
the whole team. He was strict and always urged the members to complete the assignments at
a time that very far from the real deadline. I was a kind of person who always waiting until
the last moment to work, then sometimes miss the deadline. Thanks to him I can take up the
habit of doing assignments early, which I cannot do before.

3. What did you learn about working in a group from this project that you will carry into your next
group experience?

- Since I went to university, I have to work in groups a lot so in overall, this project went
smoothly and did not have much obstacle over the time. However, I reflect on myself that I
was kind of lazy, tend to waiting for the last minutes to do in everything so I must be strict
more with myself at the next course and more productive to have more time to research.

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 APPENDIX 2
For customers who are restaurants and meat processing facilities: Next to the individuals are

restaurants and facilities, they are less targeting than those two audiences above. This is because of the

premium quality and its prices; Meat Deli meat tends to be retail sales rather than wholesale. However,

Meat Deli still sells to businesses that produce quality branded food, such as producing spring rolls,

spring rolls, shrimp rolls.. with premium quality while ensuring hygiene for customers of the middle

class and above.

Experiential benefits

MEATDeli commits to providing customers with its products as pure fresh food at an affordable price,

ensuring health for consumers. Products are also very diverse, including full: meat, lean, ribs, tail, ham,

bone.

Each piece of meat is selected from a source of healthy pigs through 3 strict quarantine routes,

processed, packaged with Oxy-Fresh 9 technology from Europe and preserved throughout from 0-4

degrees Celsius from the factory to the consumers, helping to preserve the freshness and nutrition of

meat.

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Reasons to believe

MML builds and invests in extraordinarily advanced and modern equipment estimated at up to

1,000 billion VND. It is reported to be a closed process where the pork's quality is ensured throughout

the process. Consumers may use the pork right away for a complete nutritious meal without having to

wash or hygiene the pork again.

When the COVID-19 pandemic broke out, Masan MEATLife has strengthened many pandemic

prevention measures. At the farm, the factory and the distribution system are equipped with additional

protective equipment for workers. Periodic disinfection at production and working places is also

focused. Despite having to invest additional costs, Masan accepts to sacrifice profits to bring the safest

products.

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 Current meat market: Vietnam's meat market is potential but unstandardized. In 2018,

compared to the previous year, the total meat sales rose 3.7% to 4.09m tons. Total meat sales increased

3.7 percent to 4.09 million tons in 2018, compared to the previous year. Pork is Vietnam's primary

meat, accounting for 66% of total meat consumption, followed by poultry and beef. In 2018, the

Vietnamese meat market was valued at VND272tr, with pork accounting for 62 percent. Although

pork is the most popular meat, the local pork market remains underdeveloped, as 99 percent of the

pork consumed is warm and 95 percent is hazardous. These pigs are fed with antibiotics or weight gain

stimulus; slaughtered in small scale, low-hygiene standard; the meat is transported without veterinary

control; and sold in wet markets which have a high risk of contamination).

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