COMPANY VISIT REPORT November 26, 2015
Table of contents
Table of content s 1
Executive Summary 3
1. Introduction 5
2. Literature review 6
3. EXTERNAL ANALYSIS7
3.1.General Environment Analysis ………………………………………………………………………………………….. 7
3.1.2. Demographic Segment 7
3.1.3. Economic Segment 8
3.1.4. Political or Legal Segment 8
3.1.5. Socio-cultural Segment 9
3.1.6. Technological Segment 9
3.1.7. Global Segment 9
3.2.Industry Environment Analysis 10
3.1.1. Threat of New Entrants 10
3.2.1. Bargaining Power of Supplier 10
3.2.2. Bargaining Power of Buyers 10
3.2.3. Threat of Substitute Products 11
3.2.4. Intensity of rivalry among Competitors 11
3.3.Competitive Environment 11
3.4.Opportunities and Threats of Haiha-Kotobuki 14
3.4.1. Opportunities 14
3.4.2. Threats 14
4. Conclusion 14
5. Recomendation 15
References 16
Appendices 18
HAIHA-KOTOBUKI CONFECTIONERY CO.,LTD 1
COMPANY VISIT REPORT November 26, 2015
Appendix 1 18
Appendix 2 20
HAIHA-KOTOBUKI CONFECTIONERY CO.,LTD 2
COMPANY VISIT REPORT November 26, 2015
Executive Summary
In recent years, along with the country’s signiticant growth, Vietnamese people have opened
their heart to welcome many foreign cultural aspects which are very different from our culture,
specially foreign foods. In 1992, the first joint venture about manufacturing confectionery in the
north between Hai Ha confectionery Company and Kotobuki Corporate in Janpan. Nowadays,
Haiha-Kotobuki brand is very famous in Vietnam with many departments in the nation-wide.
This report provides an analysis and evaluation of organization’s external environment, and
recommendations for the future operations of Haiha-Kotobuki. Analysis methods concentrate
on analyzing specific environment and the general environment as well as analyzing Haiha-
Kotobuki ‘s opportunities and threats. In particular, in the specific external forces analysis, this
assignment gives an evaluation of Haiha-Kotobuki’s customers, and an analysis about the impact
of supplier, competitors, and public pressure groups of Haiha-Kotobuki organization. As for in
the general environment analysis, this research analyzes the effect of external conditions to
Haiha-Kotobuki such as interest rates and inBation in the confectionery market; State policies;
factors about socio-culture, economic, demographic, technology, and specially globalization.
Besides, Haiha-Kotobuki always has many opportunities to develop, it has benefit from
satisfaction of customers about product quality; many establishments nationwide which are
located in densely populated area; extension supplier network; and increasing “gato cake”
product offering. Nevertheless, Haiha-Kotobuki also suffer some threats such as substitute
products; increasing competition from other confectionery brand. In addition, an analysis on
organizational management activities is also carried out this assignment. Last but not least,
some recommendations are highlighted to help Haiha-Kotobuki grow stronger in this research.
Haiha-Kotobuki has to have many strategies about marketing brand, changes in price policy,
developing commodity, and management establishments.
Therefore, although this analysis assignment has limitations such as the information provided by
Haiha-Kotobuki is not actual detailed, the people that wrote this research is not to have
experience about market analysis as well as economic condition analysis; it is our belief that this
report could be served as a good example in reality for those who are studying on management
to approach to this diGcult but fascinating subject more easily.
HAIHA-KOTOBUKI CONFECTIONERY CO.,LTD 3
COMPANY VISIT REPORT November 26, 2015
HAIHA-KOTOBUKI CONFECTIONERY CO.,LTD 4
COMPANY VISIT REPORT November 26, 2015
1. Introduction
HaiHa Kotobuki Confectionery co.,ltd is located in 25 Truong Dinh Street, Hai Ba Trung District,
Hanoi City, Vietnam. Company is working in Dairy products, Food retailers, Bakers, Food
products business activities.
The main website of the company is: www.haiha-kotobuki.com.vn/ and other website for a
special product – Origato cake is: hKp://origato.vn/
HaiHa Kotobuki was established as the first the joint venture of manufacturing Confectionery in
the north between VIETNAM TOBACCO COMPANY and JAPAN KOTOBUKI GROUP in 1992, with
71% and 29% contributed capital respectively. This has brought a new breath to confectionery
market of Vietnam with an innovation in business, modern equipment lines and advanced
technologies of Japan at that time. The combination of Vietnamese traditional Bavors with
Japanese technologies and production lines, together with managing processes ISO 22000:2005
has provided high-quality products that are multiple levels for customers to select. HaiHa-
Kotobuki constantly develops their products with the continuous appearance of new products,
various designs, quality that are increasingly advanced. The main products that HaiHa-Kotobki is
known for include cakes, biscuits, bread, cookies, confectioneries, candy, candy sticks, etc.
Especially, the fruit Gatos, named Origato, mean “thanks” in Japanese. They are cakes and
reputations. The brand of Hai Ha – Kotobuki has been becoming more and more familiar with
Vietnamese consumers by unique new products.
Realizing position and potential growth of Hai Ha – Kotobuki in confectionery market of
Vietnam, VINATABA (VIETNAM TOBACCO COMPANY) negotiated to acquire of 41% capital in the
joint venture. In 2006, Hai Ha – Kotobuki had a new contributed capital ratio: VINATABA
