RMIT International University Vietnam
Bachelor of Commerce Program
Assignment Cover Page Subject Code:
Location & Campus (SGS or HN) where you study:
RMIT Vietnam SGS
Title of Assignment:
International Business Report
Student name & Student Number:
Assignment due date:
22 April 2013
Date of Submission:
22 April 2013
Number of pages including this one:
Table of Contents
This report is conducting a business plan for Vietnam Dairy Products Joint Stock Company (VINAMILK) to internationalize into Brazil market. The paper…show more content… Less competition due to high barrier of entry.
Heavy investment in coolers and transportation vehicles.
Soy milk, fruit juice, beverage
Standard and low-income families
VINAMILK has continued to gain market share in this category.
Plenty of different packages and favors
Significant gross margin.
Very competitive market.
Require lot of capital to maintain.
Table statistics are collected from Nguyen (2012).
Target Segmentation & Objectives
South America Region especially Brazil should be one of potential markets for VINAMILK in the future. In order to expanse in this new market, VINAMILK will focus in 2 main categories powder milk and lipid milk which target mainly standard and low-income families, babies, kids, teenager and pregnant woman. Business objective is 10% achievement of Brazilian dairy market in 3 years time.
Brazil is the fifth largest country in both area and population with about 200 million heads and 8,514,877 km2 for both land and water (CIA 2013). According to CIA (2013), Brazil population is expanding constantly with 0.86% in 2012 and constructed with a young age structure, 30.9% in 0-24 years, which made up a very potential market segment for VINAMILK. In addition, high birth rate of 15.2 births/1,000 populations may be a benefit for powder milk product line to get closer the community. Moreover, there is 87% total population current