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TH True Milk was born in 2010, and has been operating for more than 5
years now, but the popularity and attractiveness of this milk line is
undeniable. That success is thanks to TH's smart strategies based on the
analysis of the company's industry environment (operating environment).
The industry environment (the operational environment) is the most
complex and also has the most impact on competition. Changes can
happen frequently and it is difficult to accurately report. Unlike the macro
environment, the industry environment is not synthesized from regulations
and rules that are specific to a certain time.
4. Pressure of suppliers.
As a supplier of inputs to the production process, the power of the supplier
is expressed through pressure on the price of raw materials.
However, in the financial plan of TH true Milk until 2013, this dairy
project will have a record debt of 10 thousand seven hundred billion dong,
equal to 65% of the total investment capital of the whole project. This loan
balance increased by about 4,400 billion national billionaires in 2012. All
data is short-term loans, the ratio of short-term loans to total capital of TH
true MILK from now to 2017 is 42.3% on average. TH true Milk will
gradually reduce this debt to 2472 billion by 2050. This is also the
challenge TH must overcome, besides all the successes, it was previously.
The source of imported cow feed ingredients. Totally now More than two
thousand hectares have been cultivated with sorghum grass and corn
(imported from the US) promising very good results. High technology has
helped to improve the efficiency of farming, making One hectare of land
here previously only yield an average of about 70 million VND per year,
now, thanks to the cultivation of sorghum with the application of high
technology. harvested from 500 million to 1.5 billion dong / year, meeting
enough food sources for the farm's cows . In the future, TH looks forward
to the possibility of providing for his own farm. This will reduce negative
pressures from suppliers, reduce input costs for production, reduce product
costs, and increase competitiveness.
Buyers compete with the industry by forcing prices down, bargaining for
better quality and greater service, and pitting competitors against each
other. All of these damage the profitability of the industry in general and
of enterprises in particular
In the world milk is already a daily necessity, but in Vietnam the number
of children drinking milk every day is very small. Fresh milk consumption
in Vietnam is still very low, about 5.8 liters / person, while Thailand is 30
liters / person Singapore 45 liters Malaysia 44 liters while domestic fresh
milk production only meets about 22-25 %. consumption demand. Thus,
the number of customers for the fresh milk industry is still very large,
which means an expanded market for TH True Milk. TH true milk
currently has a loyal customer base, but there are still many customers who
want TH true milk to have after-sales promotion policies ... TH true milk
understands that desire and has been implementing these opportunity to
get closer to consumers. In the near future TH True MILK will launch a
manga series Conquer the Universe created and designed by a professional
Japanese manga partner. The story book is not a promotional item, but a
meaningful gift for children only. The content of the story is attractive and
suitable for the tastes of young children but contains a deep humanity and
education. It helps children develop their imagination, thinking ability and,
above all, nurtures beautiful and happy dreams and ambitions for peace
and for "Vietnamese stature".
The condensed milk and liquid milk market segments are mainly held by
domestic companies: Dutch Lady and Vinamilk hold significant market
shares.
In Current
Competitors Vinamilk
Dutch Lady Dairy Company