Brief Introduction of Vinacafe

Contents

I.        Brief introduction of Vinacafe        

II.        Environment analysis        

1.        Macro environment analysis (PESTLE model)        

2.        Micro environment analysis        

III.        Vinacafe’s Communication Objective        

IV.        Description of “Yêu Thương Thành Lời” Campaign        

V.        Critical analysis of the campaign using communication process        

VI.        Recommendation        

VII.        Reference        

1. Brief introduction of Vinacafe

• Vinacafe (or Vinacafé Bien Hoa JSC) is a Vietnam company involved in the production, processing and distribution of coffee instant cereal mix. It is an affiliate of the Vietnam National Coffee Corporation (abbreviated "Vinacafe"), a Hanoi-based, state-owned corporation under the Ministry of Agriculture and the Food Industry, which deals in the production, processing, export, and import of coffee. Established in 1969 at the Coronel Coffee Plant in Biên Hòa, Đồng Nai Province, Republic of Vietnam by French engineer Marcel Coronel, the company was confiscated by the state when Coronel and his family fled Vietnam at the close of the Vietnam War. The plant successfully processed its first batches of instant coffee in 1977. The Vinacafé brand was established in 1983, and the company became a joint stock company in December 2004. Its coffee products have been awarded the title of "Highest Quality Vietnamese Product" since 1995. The company's director is Mr.Phạm Quang Vũ.
• After the disbanding of Comecon in 1991, Vinacafé's focus returned to the domestic market, and new export markets were explored. Vinacafé's successful "3-in-1" line of instant coffee was introduced in 1993, and has been registered in 60 countries worldwide.
• To December 20, 2013, the Corporation Vietnam Coffee - largest shareholder in Vinacafe State has sold almost all shares in Vinacafe. Currently, 90% of Vinacafe Bien Hoa in the three organizations are Corporation Masan Consumer Goods (Masan Consumer) with 53.2%, followed Gaoling Fund (Gaoling Fund) (23.3%) and Vietnam Coffee Company(12.8%).

1. Environment analysis

1. Macro environment analysis (PESTLE model)

1. Political Environment

The political factors have a major impact on the opportunities and threats in the coffee sector in particular:

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