Further Discussion on Marketing Mix Strategy of Vinamilk in Vietnam - A Lesson for Maintaining its Leadership Position in the Market

Abstract

Vinamilk is the leading enterprise of the dairy processing industry in Vietnam. In addition to product quality that many customers trust, Vinamilk's brand is also known by many famous and effective marketing strategies and campaigns. By observations and qualitative analysis with synthesis and inductive methods, and quantitative model (econometric), study results shows that first, Vinamilk can increase net profit through reducing cost and increasing sale. Also it needs policy to reduce inflation and risk free rate to increase its profit. Last but not least, one of its success factors is that Vinamilk is paying great attention to improving and supplementing its new product categories. And finally, the company also organized 3 distribution channels successfully.