TH True Milk is a leading dairy producer in Vietnam that is seeking to expand internationally. It has had success in Vietnam due to its high quality, safe products and integrated production process. The company wants to enter new foreign markets to take advantage of free trade agreements, gain more customers, and achieve economies of scale. Thailand is a potential target market due to its developed infrastructure for trade and growing demand for dairy products. Entering Thailand could help TH True Milk continue its growth and success internationally.
TH True Milk is a leading dairy producer in Vietnam that is seeking to expand internationally. It has had success in Vietnam due to its high quality, safe products and integrated production process. The company wants to enter new foreign markets to take advantage of free trade agreements, gain more customers, and achieve economies of scale. Thailand is a potential target market due to its developed infrastructure for trade and growing demand for dairy products. Entering Thailand could help TH True Milk continue its growth and success internationally.
TH True Milk is a leading dairy producer in Vietnam that is seeking to expand internationally. It has had success in Vietnam due to its high quality, safe products and integrated production process. The company wants to enter new foreign markets to take advantage of free trade agreements, gain more customers, and achieve economies of scale. Thailand is a potential target market due to its developed infrastructure for trade and growing demand for dairy products. Entering Thailand could help TH True Milk continue its growth and success internationally.
TH True Milk is a leading dairy producer in Vietnam that is seeking to expand internationally. It has had success in Vietnam due to its high quality, safe products and integrated production process. The company wants to enter new foreign markets to take advantage of free trade agreements, gain more customers, and achieve economies of scale. Thailand is a potential target market due to its developed infrastructure for trade and growing demand for dairy products. Entering Thailand could help TH True Milk continue its growth and success internationally.
Download as DOCX, PDF, TXT or read online from Scribd
Download as docx, pdf, or txt
You are on page 1/ 4
I.
BRIEF INTRODUCTION ABOUT TH TRUE MILK
1. Introduction The TH Milk Joint-Stock Company as part of TH Group which was founded with the financial advisor of North Asia Commercial Joint Stock Bank is a well-known brand in dairy industry of Vietnam. Established in 2010, processing and UHT milk is their major business. The company is famous for advanced management system and integrated production process, synchronized by international standards from planting grass, building barns, cattle feed processing, management veterinary control, processing and packaging to the distribution of products to consumers. It is their goal to become clean milk and UHT milk supplier in Vietnam and at the same time develop chain convenience stores called TH True Mart to provide clean fresh produce form Farm TH, safe and high-end products for consumers TH True Milk decides to choose its own path to produce clean and fresh milk products (not reconstituted milk). It can be said that until now, TH True Milk has its own position in Vietnam consumers’ mind and achieves many successes. 2. Product In dairy market, TH True Milk started as a brilliant producer in UHT Milk field targeted children as the main customer. To expand current business and develop further, the company is in need of new consumers and ladies are good choice for them. In Vietnam, women accounts for over 50 percent of population and nearly 50 percent of labor workforce. In modern life these days, many of them are in desperate need to improve their beauties as well as to preserve it. With high wages and standard of living, they are willing pay high prices for maintaining- beauty products. Therefore, they are potential consumers for a kind of milk that is conveniently packaged and used providing both milky nutrition and beauty-preserving elements. This is how the product called UHT Fresh Milk Added Collagen is created. 3. Vision and Mission of the company At TH True Milk, people always cherishes a question “How can we improve Vietnam’s Statue and help Vietnam to take its place among the world’s strongest nations”. It cannot deny that this passion encourages TH True Milk to create a new road, with a clear vision and mission: Vision of TH True Milk: TH Group aspires to become Vietnam’s leading manufacturer which owns in hand clean natural origin. With serious and long-term investments combined with the most modern technology, TH True Milk Company is determined to become a world-class brand of food that is likely everyone’s favorite and national pride. Mission of TH True Milk: In the spirit of closeness to nature, TH Group has always tried its best to nourish the Vietnamese physical and soul by providing the food products derived from nature – safe, clean, fresh and nutrient. TH’s milestones 27/02/2010 Welcoming the first cow to Vietnam 14/05/2010 Commencing construction of TH Fresh and Clean Milk Plant 25/07/2010 First milk harvesting when the first calf called May was born 26/12/2010 Launching TH True Milk 15/05/2011 TH’s traditional day 26/05/2011 Opening Hero store under TH true mart chain Hanoi 30/08/2011 Opening Hero store under TH true mart chain Ho Chi Minh City 27/11/2012 International Dairy conference and Launching of UHT Fresh Milk Nutrient Added 09/07/2013 Launching TH True Yogurt 23/07/2013 Launching Home Delivery Services 09/07/2014 Launching TH True School Milk 04/09/2014 Launching Top Kid formula fresh milks for children of 1-6 years old 10/02/2015 Achieving a record of Asia’s biggest centralized dairy farm with Hi- tech application in Asia 02/03/2015 Launching pasteurized fresh and clean TH True Milk 22/02/2016 Achieving 3 records at the International Association Gulfood Dubai 10/03/2017 Receiving the Gold Award of Organic dairy farm 12/2020 Officially receive the symbol of “National Brand” for the third time in a row at the Announcement of Enterprises reaching National Brand 2018
In this report, my team is going to research “TH group aim to Thailand market to export their products”. II. REASON WHY THE COMPANY SHOULD ENTER INTO NEW MARKET There are many reasons that company decides to enter into a new foreign market and expand their operations business. The main purpose of TH True Milk is to create a competitive and operating profit of the business. Besides that, it comes from some basic reasons too Reason 1 TH true milk is one of the top milk brand in Vietnam. Owning New Zealand cows breeds, along with state-of-the-art facilities imported from US, Australia,… TH True Milk have created the natural and pure milk. So that, despite the fact that they just join the market since 2009, they gained large market share and earned the trust of inland consumers. With the brilliant leadership of Thai Huong, wanting the company to thrive by searching target customer to gain profit and to implement economic of scale. Over the last few years, Vietnam joined negotiation to sign free trade agreement in order to reduce taxes, encourage commerce trading so that TH True Milk want to use this opportunities to expand to other countries. Reason 2 Vietnamese milk industry are very competitive with popular brands like: Vinamilk, Vinasoy, Dutch Lady,… so in order not to lose the advantage TH True Milk decides to expand abroad. Vietnam have more favorable geometric than many other country in the world. Possessing long coastline so the sea transport are developed, along with the advancing of road and airline so that it is very convenient to trade with other countries. This make the expenses much lower so Vietnamese product in general and TH True Milk product in specific have the advantage in price. Reason 3 Fresh milk is an essential daily human food. Rich in nutrition, delicious and healthy are characteristics of fresh milk. In the future, the demand for fresh milk in the world will increase. Vietnam milk market 2018 According to EMR, a market research firm, the global market for milk and dairy products will grow by 2.5% per year. According to EMR's report, the Fresh milk Pasteurized milk dairy market is still on positive Others growth momentum, mainly promoted by global demand for milk. Demand for milk, especially dairy products such as butter, yogurt, cheese, etc., is tending to "revive" in developed countries because many people have changed their eating habits and they use all kinds of milk products recently. TH True Milk is doing well in the domestic market so they should aim for a new foreign market to develop and consume their products. References: https://www.academia.edu/35555159/The_TH_true_milk_Company_visit https://thgroupglobal.com/page/th-milestones https://www.academia.edu/30389788/International_strategy_of_TH_TRUE_MILK https://thgroupglobal.com/page/th-milestones
