Page 1 of 40

EXECUTIVE SUMMARY

SABECO has been on beer market for more than 35 years with the first product, Saigon

Export, and later on they developed Saigon 333, Saigon Lager, and lately in 2000 Saigon

Special. There are many internal and external forces that influence SABECO strategies on their

developing way. These factors includes negative and positive effects such as the increase in

taxation rate, higher cost of raw material, technology break out, the opportunities from the join of

Vietnam to WTO. Therefore, SABECO has to take the advantages to overcome all the negative

effects and become bigger and stronger in Vietnamese market as well as international market.

Problems indentified:

• Saigon Export design is not up to the current trends.

• High inflation rate.

• Poor quality franchise and services providing.

• Tougher competition.

Further actions for SABECO to overcome those problems:

• Create new products.

• Increase promotion by putting more advertising, training sale representatives,

offer discount, more booths.

• Finding more sources of material.

• Improve the quality of point of purchase by using new billboard, redesigning the

shops to a united image.

Page 2 of 40

TABLE OF CONTENTS

A. CURRENT MARKET SITUATION: .................................................................................. 3

1. Company background information: ..................................................................................... 3

2. Situation Analysis: ............................................................................................................... 3

Micro environment: ..................................................................................................................... 4

Macro environment: .................................................................................................................... 8

B. SWOT ANALYSIS: ............................................................................................................. 12

1. SWOT Analysis: ................................................................................................................ 12

2. SWOT Matrix illustration: ................................................................................................. 14

C. OBJECTIVES:..................................................................................................................... 15

1. Product objective: .............................................................................................................. 15

2. Financial objectives: .......................................................................................................... 15

3. Marketing objectives:......................................................................................................... 16

D. SEGMENTATION – TARGETING – POSITIONING: ................................................. 16

1. Marketing segmentation: ................................................................................................... 16

2. Target market: .................................................................................................................... 17

3. Positioning map: ................................................................................................................ 17

E. MARKETING MIX STRATEGIES:................................................................................. 20

1. Product: .............................................................................................................................. 20

2. Price: .................................................................................................................................. 22

3. Place: .................................................................................................................................. 23

4. Promotion:.......................................................................................................................... 24

5. People:................................................................................................................................ 29

F. ACTION PROGRAM: ........................................................................................................ 30

G. CONTROL PROGRAM:.................................................................................................... 35

H. CONCLUSION: ................................................................................................................... 38

I. REFERENCES: ................................................................................................................... 38

Page 3 of 40

A. CURRENT MARKET SITUATION:

1. Company background information:

With more than 35 years of industry experience, SABECO has become the

‘biggest player’ in Vietnamese Beer Market whose capacity is around 645mn litters a

year. SABECO are producing 4 different beer key brands: 333, Saigon Export,

Saigon Lager, and Saigon Special. At the end of financial year 2007, Saigon Beer was

having 1.599 labors. Applying societal marketing concepts, SABECO has raised

funds for Vietnamese Children, for the poor, etc. from parts of its earnings.

2. Situation Analysis:

Figure 1: Product life cycle

Page 4 of 40

Micro environment:

a. Supplier:

Saigon Beer is made of water, malt, rice, houlon flower. We can notice that

the main ingredients such as malt and houlon flower must be imported

which cause a higher cost for material. Furthermore, there was a slightly

increase in malt and houlon price which lead to a fall in profit compared to

last year in 2007 (SABECO ban cong bo thong tin 020108 2008, p.40).

b. Competitor:

Saigon Beer is in the category of beverage; therefore it cannot stay away from

the competition of other kinds of drinks. Other kind of drinks such as homemade

juice, soft drink, nutrition drink, etc. will then be Saigon Beer indirect competitors.

Furthermore, in the completion of alcoholic drink, here we are talking about beer,

Saigon beer has to compete with other old and strong brands such as Heineken and

Tiger beer, and also some others local beer, as well as international imported beer.

Figure 2: Competitor identification

Page 5 of 40

Saigon Beer market share in 2008 has been up to 35%

beer consumption of Vietnam which is 8 % increase

Habeco to equitize 2007), and a significant

last few years. Their target is to reach the production capacity of 1billion liter in 2010.

(SABECO ban cong bo thong tin

9.50%

7.00%

5.40%

3.00%

23.60%

Vietnamese Beer Market 2005

Figure 3: Vietnamese beer market share in 2005

Saigon Beer market share in 2008 has been up to 35%. This marked a greatly increase in

beer consumption of Vietnam which is 8 % increase in a year (Vietnam's 2nd largest brewer

a significant improve in SABECO production capacity over the

. Their target is to reach the production capacity of 1billion liter in 2010.

SABECO ban cong bo thong tin 020108 2008, p.45).

31.40%

20.10%

Market share in

Vietnamese Beer Market 2005

SABECO

Vietnam Brewery Limited

HABECO

San Miguel

SEAB_Halida, Carlsberg

HBL_Huda, Festival

Others

. This marked a greatly increase in

Vietnam's 2nd largest brewer

production capacity over the

. Their target is to reach the production capacity of 1billion liter in 2010.

Vietnam Brewery Limited

San Miguel

SEAB_Halida, Carlsberg

HBL_Huda, Festival

Page 6 of 40

c. Intermediaries:

Figure 4: Saigon beer intermediaries

Overall, according to Minh, A B (2009), SABECO has had its

distribution system wide spread to 40 cities and provinces

throughout Vietnam with around 1,200 distribution networks

(SABECO 2008).

d. Customer:

• Customer market: Saigon beer focuses mostly in domestic market,

especially in Ho Chi Minh City. Male with the age of 18 to 50 who are in

middle class, and has medium of disposable income is Saigon beer’s target

market. Male with the age below 30 drink Saigon Export as they have not

been successful, they do not have high income that will be spent on higher

standard beer like Tiger or Heineken. Otherwise, male above 30 year old

tend to drink Saigon Export as they have been used to it.

Page 7 of 40

Figure 5: SABECO domestic distribution system

<http://www.SABECO.com.vn/map.aspx>

• International market: In addition to domestic market, Saigon beer also

exports to more than 17 countries such as Japan, Malaysia, Singapore,

Holland, France, Switzerland, Denmark, Britain, Canada, USA, Australia,

etc (SABECO ban cong bo thong tin 020108 2008, p.15). SABECO has

gained more than 4 million USD on all products (includes 50% of wine and

beer, the left over is for soft drinks) exportation in 2007 (Hue, M 2007).

Page 8 of 40

Macro environment:

a. Legal and Political:

According to the current policies of Vietnam Government in 2005, alcoholic

drink is taxed at a rate of 75%. Actually, just the drink that has been taxed; cans and

bottles are not.

The policies however are very complex at this time because by 2010 some

new policies for beer taxation will be applied for not only beer itself but also the

packages. It means that businesses must pay 55% for taxes; however, the bottle beer

will be eliminated the tax for bottle consumption as it will be used repeatedly, but can

beer will not. As the result, the price of beer in cans can be higher than beer in

bottles.

The table below shows how much money businesses must pay for taxes when

the new policies are applied

Content

Current Policies – 75% for all Beer

(Applying since 2005 until now)

Draft Policies

55% for all Beer & Taxes for

Cans

(Discussing now by National

Assembly)

Bottle Beer 5.420 VND 4.490 VND (decrease 20%)

Can Beer 6.000 VND 6.720 VND (increase 12%)

(http://www.vibonline.com.vn/vi-VN/Forum/TopicDetail.aspx?TopicID=2066)

It may be a good sound for bottle beer industry because of a decrease of 20%

for taxes whereas the can beer industry must pay more taxes by 12% increase.

Customers as the result may change their mind to drink bottle beer more which can

push the demand in Saigon Beer increase steeply as most of SABECO beer products

are in bottle form.

Page 9 of 40

b. Economic:

The Economy Crisis and then the inflation seem not to be much affected to the

consumption of beer. In fact, Vietnam has a very high the inflation rate compared

with other countries and regions and it grew up really quickly over seven years ago.

However, the consumption rate for beer still increases and the development of Beer

Industry has grown up from 12% to 14% in 2008 (Phuoc, H 2008). Due to the effect

of inflation, the price of many raw materials increase significantly which pushed the

price of beer increase dramatically, there is a strong line up-slopping steeply in the

consumptions.

Figure 6: Inflation rate in Vietnam and comparator countries, regions from 2000 2007

(http://www.census.gov/ipc/www/idb/country/vmportal.html)

Page 10 of 40

The GDP per capital of Vietnamese had increased in last 10 years. As the

information above about inflation, beer is a convenience goods so when the income

increase, the demand for beer also grow up. As people have more disposal income,

they will spend more on beer or other alcoholic drinks. Moreover, the proportion of

spending on alcoholic drink is a small amount; therefore it will not affect the demand

as little changes in price.

Figure 7: GDP Growth and GDP per capital from 1998 to 2007

(Konishi, A 2008 p.6)

Page 11 of 40

c. Social:

The culture in Vietnam also affect to the consumption of beer. First of all, the

habit of Vietnamese people has changed for the kind of drinks. For along time ago,

they drunk wine which they made but now, they change to drink beer because of

several reasons as health (beer has less alcohol than wine), convenience, standard,

life-style, etc. Therefore, drinking beer is one of the habits of many Vietnamese

families. These graphs show the change quickly in current time.

<>

Figure 8: Drinking expenses of Vietnamese people in Tet holiday in 2009

(http://www.thucphamhanoi.com.vn/aspx/TinTucVN.aspx?Nhom=5&ID=380)

According to dantri.com, Vietnamese drinks average 18 liter per year in 2008 and can be

increase to 28 liter in this year. Secondly, in some traditional holidays, especial in Tet’s

holiday, the consumption increases steeply. Government estimates that consumers spent

approximately 7.000 billion VND for buying beer in Tet’s holiday in 2009 (7000 ty dong

uong bia Tet 2004). Moreover, Vietnamese likes to drink beer when they do the business.

Page 12 of 40

B. SWOT ANALYSIS:

1. SWOT Analysis:

Intern

al Factors

Strengths

• Reasonable price for most of

Vietnamese people.

• More than 30 years of Vietnamese

industry experience.

• Being a market leader with 35% of

market share in value in 2008.

• First mover advantage.

• Wide delivery network throughout 40

cities and provinces in Vietnam with

more than 1,200 distribution places.

• Local and international source of

materials.

• High closed-line production technology.

• Applying ISO 9001:2000 quality

management system.

• Widely recognized in Vietnam and

some other countries such as Thailand,

USA, UK, etc.

Weaknesses

• Lack of advertising and

promotion campaign.

• Old and traditional design.

• Unskilled employees.

• Not enough information given to

retailers on how to store

products. (Luong, K & Hai, P

2008)

• Not well-prepared waste solution

system.

Page 13 of 40

Extern

al Factors

Opportunities

• Beer is a high potential market in

Vietnam.

• Vietnam joined WTO � more

opportunities for exports, lower price for

raw materials.

• More and more young people into

drinking. (Chu, M 2009)

• The break out in technology, esp. in

Internet service � Great opportunities

for E-commerce.

• Young and educated population � great

source of labor.

Threats

• Instable laws and policies in

Vietnam.

• Increasing price in fuel cause

high cost of deliveries.

• Vietnam joined WTO � tougher

competition with international

company such as Budweiser.

• Natural disasters affect sources

of raw materials.

• People perception tends to use

healthy products such as green

tea, bird nest, fruit juice, etc.

Page 14 of 40

2. SWOT Matrix illustration: Strength Weaknesses

Opportunities

• Develop online Business to

Business transaction, between

supplier and company, or between

company and whole sellers/ shops.

• Expand exportation to more

countries.

• Promotion campaign for special

events/ holidays, or for bundle

purchases.

• Organize training courses to get

skilled local employees in lower

cost.

• Based on the belief of Vietnamese

people, develop contests or

recruitment campaign to attract

potential customer.

• Establish bottle/ label design contest.

• Online advertising.

• Improve public relation on charity

works for the poor.

Threats

• Invite nutritionist to write good

things about beer, improving the

good side of using beer.

• Apply updated quality management

system ISO 9001:2008

• Design new product that can be

drunk by younger people with

lower alcoholic percentage.

• Using lobbyists to persuade

Government for a lower taxation.

• Redesign market channel.

• Research for more raw material

sources.

• Publish storage information manual

for retailers.

Page 15 of 40

C. OBJECTIVES:

PRODUCT

MA

RK

ET

EXISTING NEW

EX

IST

ING

Market penetration Product development

NE

W

Market development Diversification

Figure 9: Product/ expansion grid

(Ang, S H et al 2009)

These objectives are setting for one year from May 2009 to April 2010.

1. Product objective:

• Market penetration:

o Introduce new size e.g. 1liter for use in party. New logo and package

design.

o Create new flavors by combining the taste of other food and drinks

such as fruit beer, milk beer, coffee beer and hamburger beer.

• Market development: Expand exportation to 5 more countries in Europe

such as Netherland, Portugal, Hungary, Estonia, and Latvia.

• Diversification: Developing light beer for female and younger people

2. Financial objectives:

• Revenue increase to 14,230 billion VND which is 40% increase (In 2008,

total revenue was 10,159 billion VND which rising 46% compared to 2007).

Page 16 of 40

3. Marketing objectives:

• Reach 40% of Vietnamese market share as SABECO has a high capacity

which is promised to produce at least 1 billion liters by 2010. In addition,

there is a great increase in the beer consumption rate of Vietnam market in

recent years, and is expected to increase in the future.

• Spend 30% of budget for 2009 advertising and promotion.

• Improve brand names and customer belief by inviting nutritionist.

D. SEGMENTATION – TARGETING – POSITIONING:

1. Marketing segmentation:

a. Geographic • Country: Vietnam

• Density: urban and rural

• Region: Northern, Central and Southern Vietnam

b. Demographic • Age: 18 to 50 years old

• Gender: male

• Income: middle low income

• Occupation: blue collared worker, farmers.

c. Psychographic • Social class: middle class

• Lifestyle: normal, simple and relaxing

• Personality: unambitious, unaggressive, traditional, straightforward

d. Behavioral • Occasions: any kinds of party especially on Tet holiday and “after

business meeting/ contract”

• Loyalty status: medium and strong

Page 17 of 40

2. Target market:

SABECO original strategy was mass marketing. Even though, there are some

changes, and SABECO has developed Saigon Special as an application of

differentiate marketing to serve a different segment that include higher middle

income men, as can seen by Saigon Special for higher income male.

3. Positioning map:

Figure 10

Saigon Export aims at middle income male which is similar to Hanoi

Beer, Halida, Hue Beer, Ben Thanh beer. All of these have the same quality;

however, Saigon Export has a lower price for their customer. Therefore, Saigon

Export is the same for less.

Page 18 of 40

Figure 11: Positioning map on Price compared with Quality

Figure 12: Positioning map on International characteristic compared with Promotion

Page 19 of 40

Figure 13: Positioning map on Price compared with Amount of sale

Figure 14: Positioning map on History compared with Price

Page 20 of 40

Positioning Statement

For most of Vietnamese people and foreigners who want to taste a real

Vietnamese favor beer, Saigon beer brings customers the Asian lifestyles, the

understanding without levels or standards among people and unlimited fun, as the

slogan of Saigon Export is to bib to be understood.

E. MARKETING MIX STRATEGIES:

1. Product:

Figure 15: 3 levels of product

Page 21 of 40

Level of Product Current Improvement

Core Benefit

The core value of Saigon beer is

thirsty satisfaction, enjoying and

getting happiness.

Actual Product

Brand Name

In 2008, Saigon beer has

continued to reinforce its brand

name like a Vietnamese product

with high quality and best choice

for every occasion.

By doing more promotion,

improve brand name in other

such as Cambodia, Laos,

Malaysia and Indonesia, UK,

Thailand, etc.

Quality

Saigon beer’s product which are

produced by innovative

technology and natural

agriculture products to making

healthy products for customers.

• Finding and research

for some new tastes.

• Apply update quality

management system

like ISO 9001:2008.

Style Design

• Logo: golden dragon.

• Represent a traditional,

powerful symbol which

carried out an Eastern

South Asian sign of feudal

society.

• Modern logo which

represent the active,

elegant, and strength

sign.

Packaging

• Capacity: 355 ml

• Introduce new size:

1liter.

• New package design

with more twist on

bottle.

• New color of the

package: green, blue.

Page 22 of 40

Augmented Product

Service

Phone number printed on product

for further information.

Should have email, website and

office for customer to come

and find information.

Guarantee

If there is anything wrong with

the product due to production or

storage mistake, customer can

exchange for another new one.

2. Price:

a. Currently available price for Saigon Export:

Wholesale price Market price

5,000VND 9,000VND

b. Pricing strategies:

Saigon export’s price is set based on:

• Pricing Objectives: maintain and improve market share leadership

• Marketing mix strategies:

o Value based pricing: Saigon export price relies on customer’s belief. As it

has been on market since 1996 and it has been success in some cases,

more and more people are buying it; SABECO can set a higher price for

Saigon Export than other local beers.

o Competition based pricing: As beer is a monopolistic market, there are

many brands competing with others for a high market share. Saigon

Export price has to depend on its competitors’ price; here it is Hanoi Beer,

Page 23 of 40

Halida, Ben Thanh beer, Hue beer etc. SABECO has to set an equivalent

price with others.

o Discount and allowance: SABECO set a lower price for whole box and

volume purchase.

o Psychological strategies: As current price of Saigon export is a full, round,

and even number, SABECO should set it as an odder number such as

4,800 VND, or 8,500 VND. Therefore, their customer might think it is

cheaper, and SABECO can increase their sales.

• Cost: SABECO has a low average cost as they produce a huge quantity. This

can help Saigon Export to have a lower price compared to other local beers

with the same quality.

3. Place:

a. Location:

• Shops selling Saigon Export are allocated not only in most of cities in

Vietnam such as Hanoi, Da Nang and Ho Chi Minh but also in foreign

countries such as Canada, United Stated, Russia, etc.

• It is recommended that SABECO should have more warehouses for different

location i.e. in each city or province to reduce the distribution cost.

• The shops are not tidy enough, sale assistants are not trained in selling and

promoting techniques/ skills. Therefore, SABECO need to invest more on

point of purchase to improve the shop image as well as SABECO image.

b. Marketing channel:

• As beer is a fast moving consumer goods, beer is sold in many places such as

shops, bars, supermarkets, markets, etc. SABECO may apply the intensive

pattern of distribution.

• Until now, SABECO already has more than 1,200 distribution channels

throughout Vietnam.

Page 24 of 40

• SABECO should do the administered vertical marketing system, and they also

have wholesaler franchises that are sponsored by the factory for banner,

billboards, etc.

Figure 16: Marketing channel

4. Promotion:

a. Advertising:

• Reminder advertising should be taken for Saigon Export and other current beer

produced by SABECO, as it help customer to remember about Saigon Export, what kind

of promotion is being used, and other information.

• Informative advertising will need to be used when introducing the new products with

strange flavors that have not been on market.

Page 25 of 40

The following is media types that Saigon beer has used and may use to advertise their products:

TARGET

AUDIENCE Current Improvement

Male from 18 to 50 year old

• Television (Saigon beer

advertises beer products for

15s in some local channels like

HTV7, HTV9, VTV3, and

BTV1.)

• Television (estimate to reach

45% customers)

• Advertising beer products for 20s

in local channels before and after

national new at 7pm.

• Newspaper (advertise whole

page 2 times per month on

Tuoi Tre, Thanh Nien, The

Thao and Nguoi Lao Dong,

Tien Phong newspapers)

• Newspaper (estimate to reach

15% customers)

• Increase the frequency of

advertising on newspaper to 4-5

times a month.

• Magazine (advertise whole

page 1 time per quarter on

Saigon Tiep Thi magazine)

• Magazines (estimate to reach

25% customers).

• Cooperate with some popular

magazines to promote beer

product like Tap Chi Do Uong

Viet Nam, The Gioi Doanh

Nhan, Saigon Tiep Thi with

whole page once a month)

Page 26 of 40

• Internet (having a website with

enough information about

company as well as products)

www.SABECO.com.vn

Internet (Estimate to reach 8%

customers)

Advertising on some famous

website with big number of visitors

such as Yahoo, or some smaller

cheaper one such as

www.yeucahat.com

Billboards has appeared on some

main streets and point of sales

Billboard (estimate to reach 5%

customers and advertising billboard

in Ben Thanh market, Parkson Plaza

and Diamond Plaza; Lotte

Supermarket.)

Improve the quality of billboard at

point of sales.

b. Sales Promotion:

In the current time, SABECO seems not to have many promotions in media tools.

People know and drink Saigon beer through the introduction from their friends

and families. On the other hand, the company has some billboards at the

countryside and promotion girls on shops and supermarkets.

It is recommended that SABECO should get more attractive promotions for

Saigon beer to pull the customers buy it. Moreover, some events should be

established to get more people concern on Saigon beer.

• “Who drink beer faster?” contest, giving free sample beer and prizes for

winners.

• Contact with some newspapers and magazines for giving small discount of

coupons to promote people buy beer.

Page 27 of 40

• Establish booths in front of some big super market from 7pm to 9pm to

give out free sample for people to try. This should be applied especially

for new products such as fruit beer.

c. Public Relation:

As it is a trend in marketing now, every company has to apply societal marketing

concepts. By showing that they are society friendly, many newspaper and

magazine will write about them that will not cost the company to pay for

advertising.

• Doing charity works: SABECO has done many charity works to

improve their society friendly. This should be done more in the future to

improve SABECO position.

• Sponsor for game show, movie, national football match

• Invite nutritionist: It is recommended that SABECO should invite

nutritionists to establish some new conferences and talk about the benefits

of drinking beer. It is not only increase the sale volume but also put the

negative perception away from Vietnamese.

Picture: Social activities

(www.sabeco.com.vn)

Page 28 of 40

d. Personal Selling:

Personal Selling is a very important part, but also a very expensive one. Because

the company must train sale people, give them compensation that support them in

their work, and motivate them through incentives. Sale people employed by

SABECO are responsible not only for sending information about the company, the

products to customer, but also to receive feedback from customer.

• Recommended compensation:

o Motorbike.

o Holiday trip.

• Recommended incentives:

o Commission

o Recognition and honors.

o Cash awards.

e. Direct Marketing:

Direct marketing which has a low cost is an efficient way to promote for the

company. It is also part of customer relationship management which can help the

company to improve their relationship with customers.

Recommended forms of direct marketing:

• Telemarketing: keeping contact and maintain relationship with customer

through telephone. As the company can talk and discuss directly with their

customer who may be a whole sellers or a big retailers such as super market.

• Online marketing: sending email to customer to announce the special offers,

and other information about company.

• Direct mail marketing: same as online marketing but sending mail.

Page 29 of 40

5. People:

a. Worker:

• Academic and skill training courses: to improve labor knowledge

and quality to catch up with the labor needed in the company with lower

cost compared to recruit new high-skilled employee.

• Cooperate with vocational college: to have sources of skilled labor

meet company requirements.

b. Sale representative:

• Goal: customer satisfaction, and company benefits.

• Training course: selling, communication, listening, and feedback skills.

Page 30 of 40

F. ACTION PROGRAM:

PROMOTION

MIX ACTION DEPARTMENT

TIME PERIOD BUDGET

May

09

Jun

09

Jul

09

Aug

09

Sep

09

Oct

09

Nov

09

Dec

09

Jan

10

Feb

10

Mar

10

Apr

10 VND

PRODUCT Develop new

products (fruit beer,

coffee beer, soft

drinks, …)

Research,

production

400

million

PRIC

E Discount,

commission

Sales 150

million

PLACE

Increase in quantity

and quality of

franchise

Marketing and

Sales

200

million

Page 31 of 40

PROMOTIO

N

*Advertising on

T.V:

HTV7, HTV9,

VTC5 (Sports

channel), THVL,

VTV3 at different

time in day (20s per

ads).

Advertising 230

million

*Advertising on

Newspaper:

Tuoi Tre, Thanh

Nien, Nguoi Lao

Dong on weekday.

Advertising 600

million

*Advertising on

Magazines:

Tiep Thi & Gia

Dinh, Saigon Tiep

Thi, Dan Ong…

Advertising 400

million

Page 32 of 40

*Advertising on

Bill board:

Put bill board in

front of impressive

places: Parkson

plaza, Benthanh

market, Winsor

plaza, buildings.

Advertising 400

million

*Online

advertising:

banners on most

visited websites:

vnexpress, 5giay,

Yahoo, Google,

yeucahat.

Advertising and

IT

300

million

Page 33 of 40

*Personal selling:

• Train sale

representatives.

• Employ more

sale

representative.

• Provide more

compensation

and incentive.

Sales 300

million

*Sale promotion:

Free sample booth,

drinking contest,

designing contest,

“Open lid winning”

events.

Sales 500

million

Page 34 of 40

Public Relation

Celebrate and

sponsor for some

social activities

such as: fund for

dioxin people and

orphanage kids.

Invite nutritionist.

Sponsor game show

on TV, national

football match,

movies.

Public Relation 700

million

Total

4,180

million

Page 35 of 40

G. CONTROL PROGRAM:

Time Objectives Department

(Responsibility)

Measure

performance

Evaluate

Performance Take Corrective Action

Q1 – End of July 2009

Increase 5 more

franchise (Point Of

purchase).

Increase quality of

franchise.

Increase customer

awareness.

Marketing, IT

Online surveys and

questionnaire.

Number of customer

visit shops and websites.

5 shops

Customer satisfaction on

the service and at the

shops

More than 1,000 visit to

website in 1 week, and

to shops in 2 week

Training sales representatives.

Redesign franchise, make

contract with shops on training

promotion girls. Provide more

information to shops.

Changing and creating new

advertising.

Page 36 of 40

Q2 – End of October 2009

Introduce new

products.

Achieve at least

5.000 bottles sold

for new products

Sales, Marketing

Summary

Put more on advertising and

promotion.

Q3 – End of January 2010

Maintain selling

rate as second

quarter for new

products and also

existing products

Marketing, sells

Number of sells

Similar amount to

previous quarter

Spend more on discount and

advertising.

Page 37 of 40

Q4 – End of April 2010

Selling for all

products increase

by 30% compared

to other previous

quarters

Sell, and promotion

Number of sells

30% increase compared

to other previous

quarters

Redesign promotion campaign

and selling technique.

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H. CONCLUSION:

Saigon Export has been on Vietnamese market since 1977, and is being consumed by the majority of Vietnamese people. This,

in part, brings to the success of SABECO with 35% of Vietnamese market share in 2008. However, with the society trends, people

are getting richer and richer; international beer is more favored, and Saigon Beer will be declined in the future if SABECO do not

take any further action.

From the SWOT analysis, and current situation analysis, to improve the situation and to maintain the market leadership,

SABECO further action should be concentrated on research for new products, promotion, and improving the quality of services

providing by the company.

I. REFERENCES:

• ‘7000 ty dong uong bia Tet’ 2004, VnExpress News, 27 November, viewed 25 Apr 2009, <http://www.vnexpress.net/GL/Kinh-

doanh/2004/11/3B9D8FB2/>.

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nay-do-uong-van-len-ngoi.htm>.

• ‘Vietnam's 2nd largest brewer Habeco to equitize’ 2007, Thanh Nien news, 24 January, viewed 25 Apr 2009,

<http://www.thanhniennews.com/print.php?catid=2&newsid=24601>.

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• Chu, M 2009, ‘Hon 1/3 so nguoi uong ruou bia tu truoc 20 tuoi’, Gia Dinh, 22 March, viewed 25 Apr 2009,

<http://giadinh.net.vn/home/20090320091159400p0c1011/hon-13-so-nguoi-uong-ruou-bia-tu-truoc-20-tuoi.htm>.

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Phong news, 24 Dec, viewed 25 April 2009, <http://www.sggp.org.vn/kinhte/2007/12/137014/>.

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12th edn, Pearson, Singapore.

• Konishi, A 2008, viewed 25 Apr 2009, <www.adb.org/Documents/Events/2008/Maastricht-University-

Presentation/presentation.pdf>.

• Luong, K & Hai, P 2008, ‘Bia Saigon ket tua va bao dam tieu chuan?’, Lao Dong News, 21 July, viewed 25 Apr 2009,

<http://www.laodong.com.vn/Home/Bia-Sai-Gon-ket-tua-van-dam-bao-tieu-chuan/20087/98410.laodong>.

• Minh, A B 2009, ‘SABECO anh hung, tren da phat trien’, Thuong Hieu Viet magazine, 7 April, viewed 23 Apr 2009,

<http://thv.vn/News/Detail/?gID=4&tID=1&cID=14936>.

• Phuoc, H 2008, ‘Sua thue TTDB: tang thue oto va bia hoi’, Tin247, 2 August, viewed 25 April 2009,

<http://www.tin247.com/sua_thue_ttdb_tang_thue_o_to_va_bia_hoi-3-50644.html>.

• SABECO 2008, Saigon Beer – Alcohol – Beverage Joint Stock Company, Mekong Securities, viewed 3 April 2009,

<www.mekongsecurities.com>.

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• SABECO n.d., viewed 23 Apr 2009, <http://www.sabeco.com.vn>.

• Thi, N B & Minh, N Q 2008, SABECO ban cong bo thong tin 020108, viewed 29 April 2009,

<http://vietcurrency.com/discussion/attachment.php?attachmentid=170&d=1199596780>.

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• Vibonline 2008, viewed 25 Apr 2009, <http://www.vibonline.com.vn/vi-VN/Forum/TopicDetail.aspx?TopicID=2066>.