Nguyễn Thị Bích Ngọc-22DH481922

Analyzing marketing strategy of the International Food Joint Stock in

Vietnam from 2020 to 2022
Chapter 1: Introduction

1.1 Rationale

Industry of Interfood: Beverage

Future potential of the beverage industry and industry trends in the next
few years: Vietnam's population is growing and rejuvenating, this is a
potential customer group for the beverage industry. The demand for
convenient food and drinks is increasing, in line with the trend of busy
modern life. Many government support policies for the beverage industry.
Signed free trade agreements (FTAs) help Vietnamese businesses export
beverage products to new markets. It is expected that in the period from
2022 to 2024, the growth rate of beverage consumption may ranges from
4.3% to 4.8%. The reopening of outdoor and indoor dining after the
pandemic, along with the strong push of e-commerce, will all become
drivers of sales growth for the food industry. drink. Interfood's revenue
trend in the last 3-5 years has tended to grow steadily, although there
have been slight fluctuations due to the impact of the Covid-19 epidemic
in 2020. Average growth of 7.8%/year during the period. period 2019 -
2023. It is expected that Interfood's revenue will continue to grow in the
next 3-5 years to support increasing demand for beverage consumption,
expanding production markets and effective marketing activities. The
beverage industry is highly competitive with many competitors with the
top 5 companies (by market share) including: Interfood (20.5%), Masan
Consumer (15.1%), CJ Food (9.2%) ), Nestlé (8.4%), Indian Foods (6.5%).
The level of competition in the industry in Vietnam is very high.
Brief information about Interfood company: The product focuses on
producing non-alcoholic beverages and mineral water. Main products
include fruit juices, carbonated drinks and purified water, and operations
are expanding into food processing. The company's revenue in 2023 is
expected to reach about VND 1,974 billion, an increase of 8% compared
to 2022. The company currently holds 20.5% market share in the
beverage industry, in the context of market stability. to slight growth in
recent years. However, the company is facing some significant challenges.
Competition from other beverage brands is becoming more and more
healthy, while the cost of food ingredients is also increasing. Besides, the
company also has to worry about negative things that can affect the
brand image. To respond to these challenges, the company is
implementing solutions such as product innovation, providing healthier
alternatives and products. At the same time, they also increased their
digital marketing and marketing activities in different regions, aiming to
maintain and increase market share amid increasingly fierce competition.
In the period 2020 - 2022, Interfood faces a number of major challenges:
The Covid-19 epidemic had a significant impact on the group in 2020,
causing sales to decline, especially through direct sales channels. . Supply
chain disruptions increase production and transportation costs, while
social exclusion measures hinder production and distribution. In 2021, the
consumer market will recover slowly. Interfood faces stiff competition
from new brands and has difficulty forecasting demand and planning
effective business plans. In 2022, the scenario becomes more complicated
as commodity prices increase, reducing profit margins. The group also has
difficulty penetrating new distribution channels, which negatively affects
its brand image. To address these issues, Interfood must adapt its
approach to the volatile market environment.

- Interfood uses 4Ps because it helps build and develop a comprehensive,

effective marketing strategy. There are detailed reasons: Products: Ensure
the supply of quality products, suitable for needs and consumer
preferences. Interfood needs to diversify its product portfolio to serve
many different customers, from non-alcoholic beverages to juices and
health care products. Interfood uses 4Ps to build and develop strategies
Comprehensive and effective marketing. First of all, in terms of products,
Interfood ensures to provide quality products that suit the needs and
preferences of consumers, while diversifying the product portfolio to serve
a wide range of customers. products ranging from non-alcoholic
beverages to juices and health care products. Regarding price, the
company determines competitive prices to attract consumers, while
ensuring profits, with a pricing strategy suitable for each market segment,
balancing product quality and quality. customer's ability to pay. Location
(Distribution) is also an important factor, Interfood builds a wide
distribution network so that products can easily reach customers, ensuring
products are available in main distribution channels such as supermarkets
and stores. Convenience and online channels. Finally, in terms of
advertising (Promotion), Interfood creates effective advertising campaigns
to raise brand and product awareness, using many different media
channels such as television, newspapers, social networks and promotional
events to reach and interact with potential customers. The connection
between theory and business growth: The 4Ps act as a bridge between
theory and business results. By analyzing internal strengths and
weaknesses (SWOT analysis) as well as external opportunities and threats
(also part of SWOT), Interfood can use the 4Ps to: Expand business,
Increase sales sales numbers, Improve customer service, Achieve
sustainability

-Study 1: Focus on customer satisfaction

This study aims to understand how Interfood uses market research to
develop customer-focused strategies. Although not explicit, research can
apply customer satisfaction theory, with a focus on understanding
customer needs and expectations to create positive experiences.
Research results show that Interfood prioritizes using market research to
develop new products, predict customer needs and collect feedback from
customers to improve service and customer satisfaction. New in research
is Interfood's ongoing research and development effort focused on
creating new and improved products, often using expertise and resources
to stay competitive and dominant. new market segments. This strategic
focus on research and development ensures that Interfood can continue
to introduce attractive products in line with changing consumer
preferences and requirements. However, research has not delved into the
specific methods and tools used in market research, and a comprehensive
analysis of how different segments of the population respond to products
and services is lacking. Interfood's various services. This opens up further
research directions such as examining more detailed market research
methods and analyzing the response of different customer groups to the
company's products and services.

-Study 2: Adaptation during challenges

COVID-19. Research may use elements of crisis management theory,
focusing on adapting marketing strategies to navigate unforeseen
circumstances. The results show that Interfood has adopted a more digital
marketing approach during the COVID-19 pandemic, increasing the use of
e-commerce platforms to reach customers who prefer online shopping due
to social distancing measures. The new point of the study is that
Interfood's adaptability is clearly demonstrated in the context of a
pandemic. This includes personalization in crisis, data-driven decision
making and building brand resilience, helping Interfood stay afloat and
grow in difficult conditions. However, research has not delved into the
effectiveness of these changes on specific measurable outcomes such as
increased sales, customer engagement and brand loyalty. Additionally,
research has not considered other potential crises and how adaptable
these strategies are to different types of challenges. These gaps can be
filled by further analyzing the effectiveness of Interfood's digital
marketing and e-commerce strategies in achieving specific results.
Furthermore, it is necessary to consider other potential crises such as
economic downturns or supply chain disruptions, to evaluate the flexibility
and adaptability of these strategies in a variety of circumstances.

1.2. Aims
The purpose of this study is to analyze Interfood's marketing activities
in Vietnam and explore the relationship between the 4Ps and brand
identity (sales revenue...) in the period from 2020 to 2022.
 1.3. Scope

The scope of research on Interfood's Marketing Strategy focuses on 4P

factors (Price, Product, Place, Advertising) and market analysis in
Vietnam. The study will assess the company's strengths and
challenges within the industry, and identify its goals of attracting and
retaining customers, as well as adapting to market trends. Research
methods use secondary data sources from financial reports, market
research and other related information sources.

1.4 Significance of the research

- Analyze Interfood compared to competitors, discover strengths and
weaknesses that need improvement. Identify changing customer
preferences in the market to make marketing adjustments. A wise
strategy is to provide data-driven recommendations for future
campaigns, like targeting unreached areas or demographics. Analyze
past successes to inspire creative marketing initiatives. Industry impact
is to contribute to understanding the beverage landscape, benefit
competitors, and highlight space consumer way. By analyzing existing
data, the study offers valuable perspectives on Interfood's marketing
activities that can improve the company's strategy and benefit the
entire beverage industry. Recommendations that benefit the Interfood
and beverage industry in Vietnam include optimizing pricing strategies
and expanding distribution channels, innovating products according to
new consumer preferences, and using data from research. Market
research to develop effective marketing campaigns. This is a way for
Interfood to consolidate its leading position in the industry and promote
the sustainable development of the beverage industry in Vietnam.

1.5 structure

Mỗi chương mô tả = 1 câu, tóm tắt mô tả mỗi chương nói về gì?

- Chapter 1: This chapter focuses on introducing the company Interfood,

explaining why this issue is of interest, the importance and goals of this
research.

- Chapter 2: This research paper provides an overview of Interfood

company including mission, vision and strategy, lists related
occupations and scope of operations, analyzes market share, revenue,
competitive advantages as well as the challenges the company is
facing and finally the research regarding the rival company.

- Chapter 3: Research methodology that describes in detail how to

research the marketing strategy of Interfood Joint Stock Company
(Interfood) in Vietnam from 2020 to 2022
- Chapter 4: