A SWOT ANALYSIS OF TH TRUE MILK:
Strengths
1. Starting Point Advantage: TH True Milk has been successful in a highly competitive market
with many famous domestic and imported brands such as Vinamilk, Nestle, Dutch Lady,
NutiFood¹. The brand has managed to secure a significant market share, with stable capital from
Bac A Bank, the largest and most advanced farm in Southeast Asia, a synchronized production
process from mass farming to widespread distribution, and a widely recognized brand.
2. Friendly Corporate Culture: TH True Milk has a very friendly organizational culture towards
the environment and society. This strength contributes to the development within the company as
well as the brand image to the public.
3. Brand for the Community: TH True Milk has principles and visions in business such as
protecting community health through clean milk, completely natural raw materials, friendly to
the domestic economy, sharing public benefits.
Weaknesses
1. High Operating Costs: The cost of operating production activities is huge.
2. High Prices: The price is higher compared to other brands.
3. Saturated Milk Market in Vietnam: The milk market in Vietnam is saturated.
Opportunities
1. Focus on Consumer Health: Emphasizing the health of consumers.
2. Development Towards the International Market: There is potential for expansion into
international markets.
Threats
1. Continuous Competition: The market is highly competitive.
2. Future Commitments: There are commitments that the company will need to fulfill in the
future.
THE MARKET SEGMENTATION FOR TH TRUE MILK:
Market segmentation is 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. Here is the market segmentation for TH True Milk:
Geographic Segmentation:
TH True Milk's stores system stretches across the entire country. Initially, it was mostly sold in
urban areas and several major cities in Vietnam, namely Ho Chi Minh City, Hanoi capital city,
etc. Rural areas are also potential markets with big purchasing power nowadays.
Demographic Segmentation:
TH True Milk's market consists of all customers who want to drink pure fresh milk. They target
different age groups with a variety of products, including sterilized fresh milk made from 100%
fresh cow's milk, low-sugar sterilized fresh milk, sterilized fresh milk with sugar, strawberry
flavored sterilized fresh milk, chocolate flavored sterilized fresh milk.
Psychographic Segmentation:
TH True Milk focuses on customers who value clean, safe, fresh, and nutritious food products
originating from nature. They target health-conscious consumers who prefer natural and organic
products.
Behavioral Segmentation:
TH True Milk also targets customers based on their purchasing behavior. They focus on
customers who prefer high-quality products and are willing to pay a premium for them.
