I. Assessment Recap

• Create a 4500-word group business report on Vinamilk's Green Farm project, focusing on applying multidisciplinary theories and practical knowledge to address real business challenges. 

• Include an analysis of the project, link it to the United Nations Sustainable Development Goals, conduct stakeholder analysis, and propose solutions using design thinking. 

• Be evaluated based on the depth of analysis, application of theories, organization, and the quality of proposed solutions.

Suggested structure:

1/ Executive Summary 300 words : 

2/ Table of Contents:

3/ Introduction 500 words :

4/ Overview and explanation of the project 500 words)

5/ Link to UNSDGs 200 words)

6/ Challenge(s) or problem(s) of the project 500 words)

7/ Stakeholder analysis 1200 words 

8/ Solutions/Recommendations 1000 words 

8/ Conclusion 300 words :

2. Definition

1. Marketing: The process of promoting, selling, and distributing a product or service. It involves market research and advertising strategies to identify and meet customer needs.

2. Economics:Social science that investigates products and services production, distribution, and consumption. It investigates resource allocation decisions by people, corporations, governments, and countries.

3. Finance: The management of large amounts of money, especially by governments or large companies. It includes activities such as lending, borrowing, saving, investing, and forecasting.

4. Logistics: The detailed organization and implementation of a complex operation. In a general business sense, logistics is the management of the flow of things between the point of origin and the point of consumption to meet the requirements of customers or corporations.

5. Supply Chain: The network of all the individuals, organizations, resources, activities, and technology involved in the creation and sale of a product, from the delivery of source materials from the supplier to the manufacturer, and eventually to the end user.

6. Market Segmentation: The process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations.

7. Consumer Behavior: The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

8. Brand Equity: The value a company gains from a product with a recognizable and admired name when compared to a generic equivalent. It's built through consumer perception, recognition, and loyalty.

9. Opportunity Cost: The cost of an alternative that must be forgone in order to pursue a certain action. Put another way, the benefits you could have received by taking an alternative action.

10. Gross Domestic Product (GDP): The total value of goods produced and services provided in a country during one year.

11. Asset: Any resource owned by an individual or a business that is expected to provide future economic benefits.

12. Liquidity: The degree to which an asset or security can be quickly bought or sold in the market without affecting the asset's price.

13. Inflation: The rate at which the general level of prices for goods and services is rising, and subsequently, purchasing power is falling.

14. Supply and Demand: The amount of a commodity, product, or service available and the desire of buyers for it, considered as factors regulating its price.

15. Fiscal Policy: The means by which a government adjusts its spending levels and tax rates to monitor and influence a nation's economy​​.

References

1. Anh Thuy and Tien Thinh (5 January 2023) ‘Lộ trình thúc đẩy nông nghiệp bền vững của Vinamilk qua mô hình trang trại bò sữa’, Dân Trí, accessed 23 May 2023 https://dantri.com.vn/kinh-doanh/lo-trinh-thuc-day-nong-nghiep-ben-vung-cua-vinamilk-qua-mo-hinh-trang-trai-bo-sua-20230105073330957.htm 

2. Anh Duong (2 April 2021), ‘Vinamilk ra mắt hệ thống Trang Trại Sinh Thái Vinamilk Green Farm’, CafeF, accessed 22 May 2023. https://cafef.vn/vinamilk-ra-mat-he-thong-trang-trai-sinh-thai-vinamilk-green-farm-20210402103224798.chn 

3. Article 6 of Decree 57/2018/ND-CP  https://thuvienphapluat.vn/van-ban/EN/Doanh-nghiep/Decree-57-2018-ND-CP-policies-for-enterprises-investing-in-agriculture-and-rural-development-sector/381008/tieng-anh.aspx 

4. Applied Financial Economics: For financial market analysis, see "The determinants of stock price volatility: Evidence from the Australian stock market" by Chang C. -C. & McAleer M. (2015). 

5. CEIC Data (n.d), Vietnam VN: GDP: Growth: Final Consumption Expenditure: General Government, CEIC Data website, accessed 26 May 2023. https://www.ceicdata.com/en/country/vietnam 

6. Cision PR Newswire (27 January 2023) ‘Vinamilk Green Farm and Organic Milk First to be Clean Label Project Certified’, Cision PR Newswire, accessed 22 May 2023. https://www.prnewswire.com/news-releases/vinamilk-green-farm-and-organic-milk-first-to-be-clean-label-project-certified-301732288.html 

7. Corporate Finance Institute: Offers resources on various business topics, such as "Types of Customers" (CFI teams, 14 March 2023). https://corporatefinanceinstitute.com/resources/accounting/types-of-customers/ 

8. Ebrary (n.d), Impact of Sustainability Solutions on Project Costs and Budget, Ebrary website,accessed 26 May 2023. https://ebrary.net/200251/business_finance/impact_sustainability_solutions_project_costs_budget

9. Investing.com: For up-to-date financial data on companies such as Vietnam Dairy Products JSC (VNM). https://www.investing.com/equities/vietnam-dairy-products-jsc 

10. Jolink A and Niesten E (2015) 'Sustainable Development and Business Models of Entrepreneurs in the Organic Food Industry: Sustainable Development and Business Models of Entrepreneurs', Business strategy and the environment, 24(6):386-401, https://onlinelibrary.wiley.com/doi/10.1002/bse.1826 

11. Journal of Corporate Finance: For academic articles on corporate issues, like "Shareholder activism and corporate project failure" by Boubakri N., Guedhami O., Mishra D. R., & Saffar W. (2017).

12. Journal of Management Research: For management-focused research, see "Dilution of ownership and control in initial public offerings: The case of Pakistan" by Hassan H. M., Ahmed A., & Hassan S. (2009).

13. Journal of Retailing: For retail and marketing-related articles, like "Charitable programs and the retailer: do they mix?" by Ellen P. S., Mohr L. A., & Webb D. J. (2006). 

14. Gong M, Gao Y, Koh L, Sutcliffe C and Cullen J (2019) 'The role of customer awareness in promoting firm sustainability and sustainable supply chain management', International Journal of Production Economics, 217:88-96 

15. Hamzah AA and Shamsudin MF (2020) 'Why customer satisfaction is important to business?', Journal of Undergraduate Social Science and Technology, 1(1).

16. Kumar V and Pansari A (2016) 'Competitive Advantage through Engagement', Journal of Marketing Research, 53(4):497-514, doi:10.1509/jmr.15.0044, accessed 2023/05/28. https://doi.org/10.1509/jmr.15.0044

17. Maloney J, Lee M-Y, Jackson V and Miller-Spillman KA (2014) 'Consumer willingness to purchase organic products: Application of the theory of planned behavior', Journal of global fashion marketing, 5(4):308-321, https://www.tandfonline.com/doi/abs/10.1080/20932685.2014.925327 

18. Memiši NR, Vesković-Moračanin SM, Škrinjar MM, Iličić MD and Ač MĐ (2014) 'Storage temperature: a factor of shelf life of dairy products', Acta Periodica Technologica, (45):55-66.

19. Misa Amis: Offers business model analyses, such as "Detailed analysis of Vinamilk's canvas business model" (13 August 2022). https://amis.misa.vn/62697/mo-hinh-kinh-doanh-canvas-cua-vinamilk/ 

20. NGUYEN DT and TRUONG DC (2021) 'The impact of psychological and environmental factors on consumers' purchase intention toward organic food: evidence from Vietnam', The Journal of Asian Finance, Economics and Business, 8(1):915-925. 

21. No. 3 2/2018/QH14 of the National Assembly: Livestock Law. 

22. O'Neill A (2023), Vietnam: Inflation rate from 1987 to 2028, Statista website, accessed 22 May 2023.https://www.statista.com/statistics/444749/inflation-rate-in-vietnam/ 

23. Pansari A and Kumar V (2017) 'Customer engagement: the construct, antecedents, and consequences', Journal of the Academy of Marketing Science, 45(3):294-311, doi:10.1007/s11747-016-0485-6. https://doi.org/10.1007/s11747-016-0485-6

24. Pham C (9 September 2022) ‘Why Vietnam’s Infrastructure is Crucial for Economic Growth’, Vietnam Briefing, accessed 15 May 2023. https://www.vietnam-briefing.com/news/why-vietnams- 

25. Pham L (29 October 2022) ‘Phát triển nhanh, bền vững ở Việt Nam và một số vấn đề đặt ra’, Tạp chí tài chính, accessed 24 May 2023. https://tapchitaichinh.vn/phat-trien-nhanh-ben-vung-o-viet-nam-va- 

26. Rangaiah M (10 April 2021), 5 Factors Influencing Consumer Behavior, Analytics Step, accessed 26 May 2023. https://www.analyticssteps.com/blogs/5-factors-influencing-consumer-behavior 

27. Ritchie H (2021) Three billion people cannot afford a healthy diet, Our World in Data website, accessed 22 May 2023. https://ourworldindata.org/diet-affordability

28. Rödiger M and Hamm U (2015) 'How are organic food prices affecting consumer behaviour? A review', Food Quality and Preference, 43:10-20.

29. Statista: Provides statistics and market share information, such as "Vietnam: dairy and cheese product brands market share" (Ngoc MN, 2022). https://www.statista.com/statistics/1233461/vietnam-dairy-and-cheese-product-brands-market-share/ 

30. The Investor: For articles on company performance and forecasts, such as "Vinamilk expects record revenue" (An L, 26 April 2022). https://theinvestor.vn/vinamilk-expects-record-revenue-d265.html 

31. Thu Phuong (7 November 2022) ‘Vinamilk được vinh danh các giải thưởng lớn trong Hội nghị CSR & ESG toàn cầu 2022’, Phụ nữ Việt Nam, https://phunuvietnam.vn/ 

32. THtrueMILK: For information on products and competitors in the dairy industry. https://thmilk.vn/san-pham/ 

33. United Nations: For information on Sustainable Development Goals and their relevance to corporate projects. https://sdgs.un.org/goals 

34. Vazifehdoust H, Taleghani M, Esmaeilpour F and Nazari K (2013) 'Purchasing green to become greener: Factors influence consumers’ green purchasing behavior', Management Science Letters, 3(9):2489-2500. 

35. VietNamNet (21 November 2020), ‘Vietnamese consumers increasingly embrace sustainability’, VietNamNet, accessed 22 May 2023. https://vietnamnet.vn/en/vietnamese-consumers-increasingly- 

36. Vinamilk's Official Website: For first-hand information about the company's history, strategy, and products. https://www.vinamilk.com.vn/en/about-us/ 

37. Vinamilk's annual report 2020. https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1617354921-f48f48ff7baf40d9af270083a736eaaf0f52a6c5873367d134b4c83f193b0677.pdf 

38. Vinamilk's annual report 2022. https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1681715597-f2ab21a9612f1da979df9f9bc70d3191ce1867c50f38eea2f6b5027d87960d18.pdf 

39. Vinamilk (2022) VINAMILK SUSTAINABLE DEVELOPMENT REPORT 2022, Vinamilk website, https://www.vinamilk.com.vn/static/uploads/article/1683632005-a8367043262056cdfbcdd116e02df5302f165403da2790ab1cb6d2c01c017a3e.pdf

40. VnExpress: For articles on company missions and social responsibility projects, such as "Vinamilk's journey to pursue the mission of taking care of children's health" (29 December 2021). https://vnexpress.net/hanh-trinh-theo-duoi-su-menh-cham-soc-suc-khoe-tre-em-cua-vinamilk-4409704.html 

41. VnExpress International: Provides news on company performance, such as "Vinamilk profits continue to fall" (Dat T, 2 August 2022). https://e.vnexpress.net/news/companies/vinamilk-profits-continue-to-fall-4494803.html 

42. VnExpress (5 October 2016), ‘Dairy giant Vinamilk launches online shopping site’, VnExpress, accessed 26 May 2023. https://e.vnexpress.net/news/business/dairy-giant-vinamilk-launches-online-shopping-site-3478893.html

43. World Bank (13 March 2023), ‘Taking Stock: Vietnam Economic Update March 2023’, World Bank, accessed 26 May 2023. https://www.worldbank.org/en/country/vietnam/publication/taking-stock-vietnam-economic-update-march-2023#:~:text=Vietnam%27s%20economy%20experienced%20a%20strong,percent%20from%202016%20to%202019 

3.  Detailed outline

1/ Executive Summary 300 words :

 Provide a concise overview of the report's objectives, key findings, and recommendations.

I. Introduction 500 words 

• Background of Vinamilk and its industry context.

• Overview of the Green Farm project.

• Objectives of the report.

• Brief mention of the report's structure.

II. Analysis

1. Company background

• Detailed history and current status of Vinamilk.

• Overview of its market position and competitive landscape.

Hint

The flow you should follow: Founding and Evolution  → Current Statu → Market Position   → Competitive Landscape 

• Vinamilk’s Historical Context (100 words):

  • Establishment: Year of foundation, original vision, and initial business model.

  • Evolution: Transition from a state-owned enterprise to a market leader.

  • Key Milestones: Product line expansions, market entries, and significant partnerships or acquisitions.

  • Challenges: Specific market fluctuations or regulatory challenges faced.

  • Successes: Achievements like market leadership and awards for quality and innovation.

• Current Status of Vinamilk (100 words):

  • Financial Health: Recent revenue, profit trends, and overall financial stability.

• 

• Example: In 2022, Vinamilk generated a total revenue of approximately 60 trillion Vietnamese dong. (Statista)

• Product Range: Overview of current products, highlighting innovations and bestsellers.