TRƯỜNG ĐẠI HỌC ĐỒNG NAI

KHOA KINH TẾ

TIẾNG ANH CHUYÊN NGÀNH KINH TẾ

Nhóm thực hiện: Nhóm 6

Class: QTKD_ D _ K12

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 QTKD D K12 – NHÓM 6

List of members

1. Mai Thị Lan Anh – 1224020004

2. Trương Nguyễn Thái Ân – 1224020016
3. Lê Quang Duẩn – 1224020024
4. Phan Trọng Phúc – 1224020140
5. Trương Thanh Phương – 1224020148
6. Đinh Đức Quảng – 1224020152
7. Vy Trường Thịnh – 1224020188
8. Nguyễn Thị Huyền Trang – 1224020203
9. Phạm Phương Uyên – 1224020220
10.Võ Thanh Vũ – 1224010180

ESSAY : TH TRUE MILK

1. Reason:

Nowadays, with the growing economy and increasingly improved living

standards, nutrition has become an essential factor in every family, and milk is
an excellent source of nutrition for human health. As a result, the demand for
milk consumption in Vietnam is rising. The emergence of the TH True Milk
brand has created a highlight for Vietnam’s dairy industry and has been
warmly welcomed by the Vietnamese people. One of the decisive factors
securing TH True Milk’s position against other competitors in the battle for
market share in Vietnam’s dairy industry is its modern organizational
structure. This is why our group has chosen to analyze the organizational
structure of TH True Milk.

2. Introduction:

Overview of TH Dairy Foods Joint Stock Company (TH True Milk)

1. General introduction

- Full name: TH Dairy Food Joint Stock Company

- Brand: TH True Milk
- Year of establishment: 2009
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 - Established location: Nghe An, Vietnam
 Meaning of the name: "TH" stands for "True Happy", representing the
mission of providing clean dairy products and foods of natural origin to
Vietnamese consumers.

2. Basic information

 Type: Private joint stock company.

 Main industry: Food, foodstuff.
 Head office: 166, Nguyen Thai Hoc Street, Quang Trung Ward, Vinh City,
Nghe An Province, Vietnam.
 Main products: Milk and dairy products (ice cream, yogurt, etc.), purified
water and beverages.

3. Type, industry and field of activity

 Operating model: Private joint stock company.

 Main industry: Specializing in the production and processing of fresh milk
products and dairy products.
 Expand production: Agricultural products such as vegetables, rice, purified
water and functional foods.
 Investment: Build a large-scale dairy farming system and apply high
technology in product processing.

4. Products

TH True Milk offers a variety of products, including:

o Pasteurized fresh milk: Pure, low sugar, strawberry flavor, supplemented

with cereal (TH true MILK LIGHT MEAL).
o Pasteurized fresh milk: Pure, low sugar.
o Nut milk: Types such as macadamia, walnut, almond (TH true NUT).
o Yogurt: Many flavors such as aloe vera, fruit, strawberry, blueberry (TH true
YOGURT).
o Ice cream: Many types of popsicles and canned ice cream with popular
flavors (TH true ICE CREAM).
o Purified water and soft drinks: TH true Water, TH true Juice, TH true Tea.

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 o Cheese and butter: TH true Butter, TH true Cheese.
o Food: Clean rice (Japonica, red brown rice) and functional drinks such as
TH true Herbal.

5. Active market

 Main: Operating mainly in Vietnam with a wide distribution system through

retail channels and TH true Mart store chain.
 International: Expanding into foreign markets such as Russia, China and
Cambodia. In Russia, the company implements dairy farming projects and
builds a chain of 300 TrueMart distribution stores.

6. History of formation and development

- 2009: TH True Milk Company was officially established, financially advised

by Bac A Bank.
- 2010: TH True Milk brand launched with pasteurized fresh milk products.
- 2011: Expanding store system in Hanoi and City. Ho Chi Minh City,
implementing the project "For Vietnamese Stature".
- 2015: Launched TH true MILK pasteurized milk, received the international
award "Best Food in ASEAN".
- 2020: Honored as "Vietnam National Brand" and continued to expand
product lines and markets.

7. TH Brand Story

TH True Milk's mission is to provide clean, natural and high-quality dairy

products. The company has won many prestigious domestic and foreign awards,
such as "Product of the Year" at World Food Moscow and "Community
Responsible Enterprise" award in the Philippines (2018). TH True Milk not only
contributes to the development of Vietnam's dairy industry but also builds brand
reputation in the international market.

8. Commitment to sustainable development

The company is committed to sustainable development through environmental

protection programs, improving product quality and contributing to the

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community. TH True Milk aims to improve farmers' lives and ensure a safe food
supply for consumers.

 Conclude: TH True Milk has affirmed its position as one of the leading
brands in the dairy industry in Vietnam, with a commitment to bringing high
quality products and protecting consumer health.

9. Vision and mission

Vision :

TH True Milk strives to become a leading corporation in the clean food industry in
Vietnam, linking business interests with national interests and sustainable
development.

Mission:

1. National interests: Put the interests of the corporation in the common interests
of the country, not just maximizing profits.

2. Human development: Invest in health and nutrition, improve the physical,

mental and spiritual strength of each individual.

3. Sustainable nutrition: Providing safe and nutritious dairy products,

contributing to a sustainable health care regimen.

4. Technological innovation: Applying high technology and scientific

management to improve product quality.

5. Sustainable development: Committed to environmentally friendly production,

protecting natural resources for future generations.

 Meaning: TH True Milk's vision and mission demonstrate a sustainable

business philosophy, creating value for the company while actively
contributing to the development of the community and country.

10. Core values of TH True Milk

TH True Milk identifies 5 core values, which serve as the foundation for all
activities and development of the company:

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 1. For public health:
Committed to providing safe and quality nutritional products, helping to
improve consumers' health.
2. Completely natural:
Using clean ingredients, without toxic chemicals, ensures the product is
completely natural and safe for health.
3. Fresh and nutritious:
The product is not only delicious but also rich in nutrients, meeting the
nutritional needs of all ages.
4. Environmentally friendly
Implement sustainable measures in production, minimize impact on the
environment and protect natural resources.
5. Thinking outside the box
Continuously improve and innovate, applying modern technology to the
production process to improve quality and efficiency.

 Meaning: TH True Milk's core values demonstrate commitment not only to

product quality but also to public health and environmental protection. This
helps the company build trust from consumers and affirm its position in the
clean food industry.

3. Structure organization chart:

Functional structure:
General meetings of Shareholders: Is the highest decision-making body of the
company.
Control Board: Supervise the board of directors and the general director in
managing and operating the company.Responsible to the General Meeting of
Shareholders for the assigned tasks.
Board of Directors: The management body of the Company, with full authority to
act on behalf of the Company to decide and execute the rights and obligations of
the Company not within the jurisdiction of the General Meeting of Shareholders.

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General Directors: Building and executing strategies to promote the development
and increase the profits of the business.They also implement the directives issued
by the Board of Directors.
CEO: Managing all the department's activities.
Marketing Department:
−Building and developing brand image.
−Research, product development, and market expansion.
−Develop and implement marketing strategies.
−Advise the executive board on marketing, product, and customer strategies.
−Establish relationships with the media.
Finance Department:
−Managing the organization's revenue and expenses.
−Detailed accounting of income and debts.
−Tax operations.
−Prepare monthly and quarterly financial reports.
Farm Department:
−Execute the decisions of the Board of Directors regarding the construction of the
farm.
−Inspect and supervise the farm's production activities.
Human Resources Department:
−Manage human resources for the enterprise.
−Recruitment, training, and development of employees in the enterprise.
Production Department:
−Monitor the company's production situation, technical factors, and raw material
import-export activities.
−Research the process of quality measurement, closely monitor the process.
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−Research new equipment improvements to enhance product quality, propose
unsuitable products.
−Build and maintain a quality management system according to quality standards.
4. Pros and cons: True Milk’s Organizational Structure
TH True Milk’s organizational structure is a typical hierarchical system seen in
large corporations, helping the company maintain flexibility and rapid growth in
the market. Let’s look at some of the pros and cons of this structure:
 Pros
1. Tight and Effective Management: With a clear hierarchical
structure, the company can easily manage and control the activities of different
departments.
2. Optimized Specialization: Departments are divided according to
specific functions (such as production, marketing, finance), allowing employees to
maximize their expertise.
3. Flexibility in Production and Innovation: The company can quickly
adapt to market trends and respond to changing customer needs thanks to its team
of industry experts.
4. Quality Control: TH True Milk focuses on product quality, and a
structured organization helps maintain and improve quality standards.
5. Scalability: The hierarchical system supports the expansion of
operations and the development of new products.
6. Ensures Process Compliance: A hierarchical structure helps ensure
strict adherence to internal processes and policies, especially in food production,
where quality control and food safety are critical.
7. Strengthens Brand Recognition: The structure supports building and
maintaining strong branding campaigns, from market research to executing
advertising activities, helping to enhance TH True Milk’s recognition and
reputation.

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 8. Encourages Training and Human Resource Development:
Specialized departments offer employees many opportunities to develop skills in
their fields, as well as receive training and guidance from industry experts.

 Cons
1. Limited Flexibility in Communication: A hierarchical structure may
lead to inefficiencies in communication between departments, as information has
to pass through multiple managerial levels.
2. Potential Delays in Decision-Making: Waiting for approval from
upper management can cause decision-making delays, affecting the company’s
responsiveness.
3. Dependence on Senior Leadership: If senior leaders are ineffective
or make unsuitable decisions, the company may face difficulties in adjusting its
strategies.
4. High Management Costs: A hierarchical structure requires a large
number of middle managers and administrative staff, increasing management and
operational costs..
5 Reduced Creativity: In a hierarchical structure, employees are often
bound by strict processes, which can limit creativity and the ability to propose new
ideas.
=> In summary, TH True Milk’s organizational structure offers stability and
effective management of production processes, particularly in the food industry.
However, to adapt to market trends and maintain flexibility, the company may
need to adjust and optimize internal processes and foster interdepartmental
communication.
5. Give opinions and solutions:
 Evaluate the current organizational structure of TH True Milk

- High-tech farm model: The company has a system of dairy farms applying
advanced technology, on a large scale, invested to meet international standards.
This is a strong point that helps TH control milk quality from input materials.

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- Closed process: TH True Milk applies a closed process from production to
distribution, helping to better manage and control product quality. However,
maintaining a closed process requires high investment costs and can cause
financial difficulties in the beginning.

- Focus on sustainable development: The company pays great attention to

sustainable development, with environmental protection and social responsibility
activities. This helps build a good brand image, but also requires good
management of resources and cost balancing.

 Potential problems and challenges

- Competition in the market: Vietnam's dairy market is fiercely competitive
with the participation of many domestic and foreign companies. TH True
Milk needs to improve price competitiveness and diversify products to
maintain its position.

- High production costs: Although the high-tech farm model and closed
process help ensure quality, it also makes production costs higher than
competitors applying mass production models.

- Operational flexibility: The closed production process and supply chain

make it difficult for the company to make quick changes to adapt to market
demand or changes in policy.

 Improvement solutions

1. Invest in cost-optimizing technology: To reduce production costs, TH True

Milk can research and invest more in technologies that help optimize
processes such as artificial intelligence (Al) in management. supply chain,
automation at production stages.

2. Develop diverse product lines and match market trends: The company
should expand the product portfolio to meet the diverse needs of consumers
(organic milk, children's milk, milk functional acid,...). This helps grow
revenue and expand customer base.

3. Building flexible distribution channels: Besides the TH True Mart store

system, the company can focus on developing online distribution channels

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 and cooperating with e-commerce partners to increase accessibility.
customers and promptly respond to needs.

4. Strengthen brand promotion and improve image: TH True Milk needs to

strengthen promotional campaigns targeting the natural and healthy nature of
the product, to build trust and differentiate itself from competitors. .

5. Green transformation and increased sustainability: To attract investors

and consumers interested in sustainable development, TH True Milk can
consider improving environmentally friendly production processes, reducing
water and energy use, as well as cutting greenhouse gas emissions.

6. Building strategic alliances: TH can cooperate with other domestic and

foreign companies to enhance its position in the international market, expand
export markets, and seek opportunities to develop new products.

6. Conclusion:

Through researching TH True Milk, we gain a better understanding of how

TH delivers its products to consumers. With modern technological farming
processes, a quality management organizational structure, internationally
standardized product processes, and operational methods, this is a move that
demonstrates TH True Milk’s determination and effort in developing long-
term business in Vietnam and contributing to the sustainable development of
the community. Although there are still many shortcomings in the
production process, TH True Milk has continuously developed and
innovated in business thinking to bring significant profits over the past
years. TH True Milk is gradually becoming the next prominent name in the
Vietnamese market. Although it is a latecomer, what we have witnessed
through the recent programs confirms that this will be a brand that will
develop strongly in the near future and will be positioned as a strong brand
in both “quality” and quantity.

7. Reference:

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 Introduction to the TH brand (Accessed on 04/11/2024):
https://www.brandsvietnam.com/congdong/topic/334066-Tap-doan-
TH-Thuong-hieu-chuyen-ve-sua-sach-lan-dau-gia-nhap-nganh-thuc-
pham-che-bien
 Founder and brand development of TH (Accessed on 04/11/2024):
https://thgroupglobal.com/page/founder?
csrt=13730428952335124292
 Cấu trúc tập đoàn TH True MILK (Accessed on 04/11/2024):
https://thgroupglobal.com/page/group-structure
 SWOT analysis of TH True MILK (Accessed on 04/11/2024):
https://vietnix.vn/ma-tran-swot-cua-th-true-milk/
 Organizational structure of TH True MILK (Accessed on
04/11/2024): https://www.studocu.com/vn/document/dai-hoc-hang-
hai-viet-nam/marketing-management/co-cau-to-chuc-th-true-milk-
marketing/27368045
 Vision and strategy (Accessed on 04/11/2024):
https://thgroupglobal.com/page/vision-misson?
csrt=13730428952335124292
 TH Clean Milk Company and the green market strategy (Accessed on
04/11/2024): https://tuoitre.vn/th-true-milk-tien-phong-chuyen-doi-
xanh-huong-toi-net-zero-20230629195638835.htm
 TH True MILK: Bringing Vietnamese fresh milk brand to the world
(Accessed on 04/11/2024): https://dantri.com.vn/kinh-doanh/th-true-
milk-dua-thuong-hieu-sua-tuoi-viet-nam-ra-the-gioi-
20161202073817395.htm
 Current business situation of TH True MILK (Accessed on
04/11/2024): https://123docz.net/trich-doan/2871325-thuc-trang-kinh-
doanh-cua-th-true-milk.htm
 The dairy industry in Vietnam: challenges and opportunities
(Accessed on 04/11/2024): https://vbcsd.vn/detail.asp?id=477

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