ANALYSIS OF VINAMILK'S “NEW LOOK” STRATEGY
Từ khóa:
Vina Milk, Vina Milk StrategyTóm tắt
Vietnam dairy product Joint Stock Company commonly referred to as Vinamilk is one of the biggest producers of the dairy products in Vietnam. This research examines what Vinamilk did to renew its brand over the journey of more than half a century of development. By using both the PEST framework and Porter’s Five Forces it can assess what external factors affect the company strategically, it also evaluates risks to the company’s dominance in the relevant market. Hence necessary strategic changes include re-branding with a new logo, Slogan and attractive packing design to conform to the current market and global trends.
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