Question 3: The resources and competencies of the company and the other competitors

 Strengths of Ajinomoto:
Referring to MSG, people will immediately think of Ajinomoto, the oldest food and cooking spice
company in Vietnam today. From the first product, Ajinomoto MSG, over the past 30 years,
Ajinomoto Vietnam has made constant efforts in research and development and has more than 35
types of products that are trusted by many users such as Ajinomoto MSG, Seasoning Seeds. Aji-
delicious, Aji-mayo Mayonaise, Aji-Quick ready-to-drink seasoning, Blendy instant drink, Birdy
canned coffee, …
The company's operating motto is to develop products based on a sustainable environment. Ajinomoto
always strives to be an exemplary citizen in conserving energy and natural resources. The company
has built an Environmental Management System according to ISO 14001:2004 standard and issued a
Zero Emissions policy with a waste rate of 99% recycled. The wastewater treatment system was also
built with an investment of more than 100 billion VND, applying modern treatment technology to
ensure that wastewater from production is treated up to Vietnamese standards and at the same time
strict standards. Ajinomoto himself. This water source is reused and brought back to Dong Nai River.

The bio-boiler system at the Ajinomoto factory uses rice husks pressed from agriculture helps to
reduce emissions into the environment.
 The program “Delicious dishes every day” conducted by Ajinomoto
Since 2014, Ajinomoto Vietnam has put into operation a biological boiler that provides steam for the
production system, the boiler used raw materials from pressed rice husks to save costs and limit
nearly 50% of CO2 emissions. environmental protection section.
In addition to environmental protection, the company also focuses on activities that contribute to the
development of Vietnamese human society. Including the project "School meals" to improve nutrition
for primary school students and the project "Development of Vietnam's nutrition system" to provide
high-quality nutrition human resources to care for children. health for Vietnamese.

Closed biological cycle at Ajinomoto Vietnam factory

With bio-fertilizers and bio-organic products, the company also helps to improve the yield and quality
of crops such as rice, sugarcane, cassava, coffee, etc. Provide knowledge and skills useful techniques
to improve crop yields for agricultural development.
Moreover, Ajinomoto has great employee welfare policies. The company has Tet incentives and
organizes activities to create a spirit of solidarity. It can be said that, besides the resounding success of
the corporation, spiritual values, and enthusiasm are also what Ajinomoto brings to all employees
here.

 Ajinomoto's competitors:
Before spices became popular with consumers, MSG was an indispensable spice in family dishes. In
the Vietnamese market, competitors of Ajinomoto and Vedan. While Ajinomoto is from Japan, Vedan
is from Taiwan. Although entering the market after Ajinomoto, Vedan has a higher market share and
used to be the leading brand. But with the right strategies and policies, Ajinomoto has risen to regain
its position in the industry.
In addition to Vedan, there are also some competitors such as: Miwon, Netstle (Season seasoning,
Maggi soy sauce, Can coffee, powdered instant drink), Massan (Chinsu soy sauce),... (Dang, 2021)
Competitive advantage helps competitors gain market share:

Strength Weakness

Maggi + Strong financial potential Maggi's strategy only targets the high-end
(41%) consumer segment, there is no synchronous
+ Is the largest food and beverage
advertising strategy like Knorr and Aji-ngon.
corporation in the world
+ Produced exclusively for the Vietnam
market

Vedan + One of the foreign-invested In 2008, the incident related to the pollution of
companies with the most total the Thi Vai River was boycotted by a set of
investment capital in Dong Nai. consumers
+ Strong recognition in Vietnam + Feel the brand value diminishing

Miwon + Cheap price, suitable for small food
traders and rural markets or people
with low income
+ Communication and advertising activities are
still weak
+ Poor brand awareness has not attracted
consumers to choose.