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Masan Consumer Corporation

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Echi JC
Echi JC

Masan Consumer Corporation is a leading consumer goods company in Vietnam with market leadership in fish sauce, soy sauce, and instant coffee, achieving success through strong brand equity, distribution networks, and experienced management. However, the company faces challenges from pursuing too many mergers and acquisitions, and should focus on developing its existing profitable brands while carefully analyzing new opportunities. Employee stock ownership and performance-based compensation are also recommended to further motivate workers.

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Masan Consumer Corporation Group 7
Masan Group Masan Consumer Masan Consumer’s Successes Reasons for these Success Major Problem Recommendations for problem Summary
Masan Group (HOSE: MSN) Founded in 1996 . . 77.7% 77.7% 30.4% Nguyen Dang Quang, Chairman & CEO Vietnam's premier private sector group
Masan Consumer Masan Food Corp. (MSF) • Founded in 2000, • Based in Ho Chin Minh City , Vietnam Masan Consumer Corp. (MSC) • Operates as a subsidiary of Masan Group • Changed its name into Masan Consumer in August 2011 Masan Consumer Holding LLC • Established in July, 2013 • Hold 77.7% Masan Consumer & agribusiness related to acquisitions
Masan Consumer  Masan Consumer Corporation (Công ty cổ phần hàng tiêu dùng Ma San)  Company type: Fast Moving Consumer Goods (FMCG) company  Products: Food & Beverages  Revenue (in 2012): VND 10, 389 billion  Net profit (in 2012): VND 2, 850 billion
Masan Consumer  Slogan: “First choice of every Vietnamese people”  Logo  Number of employees: 5,298 people  Headquarters: 12th Floor, Kumho Asiana Plaza Saigon, 39 Le Duan Street, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam
Masan Consumer  Ownership Structure & Key Management Madhur Maini (Chairman & CEO of Masan Consumer Holdings) Truong Cong Thang (CEO of Masan Consumer) Pham Dinh Toai Deputy CEO & Deputy CFO Jeremy R. Clarke Chief Operations Officer Deepak Gulati Chief Marketing Officer
Masan Consumer • Kohlberg Kravis Roberts (KKR) established in 1976 • Leading global alternative asset manager • Offices: New York, Washington D.C, London, Paris, Hong Kong, Beijing, Seoul, Tokyo & Dubai, etc. • Founded in 1913 • Products: curry, seasonings, spices, packaged foods, drinks, foods, snacks, etc. • Offices: Japan, China, Taiwan, U.K. & U.S.
Masan Consumer  Goal  Improving Vietnamese people’s spiritual & material lives each and every day.  Vision  To be Vietnam’s leading consumer company  To be a symbol for quality & a source of pride among Vietnamese
Masan Consumer  Important Role in Vietnam’s Future  Products are essential items of daily Vietnam E.g.: Sauces, instant noodles, instant coffee  Attracted to many foreign investments  Creating more jobs  Increasing GDP  Increasing more cash flows into Vietnam
 Strong performance: impressive growth in instant noodles, successful implementation of up-trading strategy in fish sauce & strengthened market position in instant coffee. #1 in fish sauce and soy sauce with over 75% market share #1 in instant coffee with approximately 40% market share Masan Consumer’s Successes
Masan Consumer is one of the leading diversified consumer products companies in Vietnam with leading market positions. Masan Consumer’s Successes
Masan Consumer Corporation has got High-Quality Vietnamese Goods award yearly from 2005 to present All of brands in Masan Food Corporation got Food Safety & Hygiene Gold award in 2009 from Ministry of Health Masan Consumer’s Successes
Masan’s instant coffee and Chin-Su fish sauce, soya sauce got the Trust & Use Vietnam’s Product award in 2010 Masan’s instant noodles and soya sauce get the Vietnam’s Delicious Dish in 2010 Masan Consumer’s Successes
Reasons of These Successes  Unparalleled Brand Equity  Extensive Distribution Network  Efficient Manufacturing Facilities with the Highest Quality Standards  Extensive Experienced Management Team
Major Problem  Too many M & A deals Having difficulties in developing sustainably and equally all profitable products as well as potential brands KKR • Bought a 10% stake in Masan Consumer Masan Consumer • Acquired a majority stake in Vinacafé Bien Hoa (50.25% stake) Masan Consumer • Acquired a majority stake in Vinh Hao Mineral Water (63.5% stake)
Recommendations  Focusing on the present profitable products and brands in order to keep the leading market share.  Advertising  Sales Promotion  Customer Service
Recommendations  Having clear & detailed market analysis to build successful strategies for new brands and products. Helping to accelerate brand growth & using customer’s insights as the basis of critical strategic decisions.
Recommendations  Issuing shares to employees (ESOP)  2013:  Issuing 17.86 million shares of ESOP for 28 employees  Worth nearly 178 billion in nominal value (10,000 VND/share).  In reality, the total market value of shares: 1,950 billion.  Increasing the total number of shares of MSN: from 687.2 to 705.1 million shares  Net revenue 14700-18100 billion VND  Profit after tax reached 3650-4600 billion VND
Principles for determining the number of shares 40-50% 50 – 60% Role Position Job performance Business initiatives Production brings positive results. Increase sales Reduce production costs Recommendations
. Benefits For employees For company Increasing the percentage ownership Encouraging teamwork and the contributions. Noting the results of managers’ work performance, creating motivation to complete the task Attracting and retaining excellent employees. Does not have to reward by cash. The leaders avoid more than 500 billion of income tax Recommendations
Reference  IFC, ‘Masan Consumer – Environmental & Social Review Summary’, Investment Project, last viewed 12 November 2013, World Bank Group. <http://ifcext.ifc.org/ifcext/spiwebsite1.nsf/651aeb16abd09c1f85257 97d006976ba/27afb1d9e531325885257b6400539be7?opendocu ment>  Masan Consumer 2013, 2012 Annual Report, 20 April, Masan Group <http://www.masangroup.com/static/uploads/downloads/msc_ar_20 12.pdf>  Masan Consumer, Our people, last visited 11 November 2013, Masan Group, Ho Chi Minh City. <http://www.masangroup.com/masanconsumer/en/our-people>
Contact  Masan Consumer  Address: 12th Floor, Kumho Asiana Plaza Saigon, 39 Le Duan Street, District 1, Ho Chi Minh City, Vietnam  Tel: (84) 8 625 55660  Fax: (84) 8 381 09463  Website: http://www.masanconsumer.com  http://www.masangroup.com/masanconsumer
Masan Consumer Corporation

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Masan Consumer Corporation

  • 2. Masan Group Masan Consumer Masan Consumer’s Successes Reasons for these Success Major Problem Recommendations for problem Summary
  • 3. Masan Group (HOSE: MSN) Founded in 1996 . . 77.7% 77.7% 30.4% Nguyen Dang Quang, Chairman & CEO Vietnam's premier private sector group
  • 4. Masan Consumer Masan Food Corp. (MSF) • Founded in 2000, • Based in Ho Chin Minh City , Vietnam Masan Consumer Corp. (MSC) • Operates as a subsidiary of Masan Group • Changed its name into Masan Consumer in August 2011 Masan Consumer Holding LLC • Established in July, 2013 • Hold 77.7% Masan Consumer & agribusiness related to acquisitions
  • 5. Masan Consumer  Masan Consumer Corporation (Công ty cổ phần hàng tiêu dùng Ma San)  Company type: Fast Moving Consumer Goods (FMCG) company  Products: Food & Beverages  Revenue (in 2012): VND 10, 389 billion  Net profit (in 2012): VND 2, 850 billion
  • 6. Masan Consumer  Slogan: “First choice of every Vietnamese people”  Logo  Number of employees: 5,298 people  Headquarters: 12th Floor, Kumho Asiana Plaza Saigon, 39 Le Duan Street, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam
  • 7. Masan Consumer  Ownership Structure & Key Management Madhur Maini (Chairman & CEO of Masan Consumer Holdings) Truong Cong Thang (CEO of Masan Consumer) Pham Dinh Toai Deputy CEO & Deputy CFO Jeremy R. Clarke Chief Operations Officer Deepak Gulati Chief Marketing Officer
  • 8. Masan Consumer • Kohlberg Kravis Roberts (KKR) established in 1976 • Leading global alternative asset manager • Offices: New York, Washington D.C, London, Paris, Hong Kong, Beijing, Seoul, Tokyo & Dubai, etc. • Founded in 1913 • Products: curry, seasonings, spices, packaged foods, drinks, foods, snacks, etc. • Offices: Japan, China, Taiwan, U.K. & U.S.
  • 9. Masan Consumer  Goal  Improving Vietnamese people’s spiritual & material lives each and every day.  Vision  To be Vietnam’s leading consumer company  To be a symbol for quality & a source of pride among Vietnamese
  • 10. Masan Consumer  Important Role in Vietnam’s Future  Products are essential items of daily Vietnam E.g.: Sauces, instant noodles, instant coffee  Attracted to many foreign investments  Creating more jobs  Increasing GDP  Increasing more cash flows into Vietnam
  • 11.  Strong performance: impressive growth in instant noodles, successful implementation of up-trading strategy in fish sauce & strengthened market position in instant coffee. #1 in fish sauce and soy sauce with over 75% market share #1 in instant coffee with approximately 40% market share Masan Consumer’s Successes
  • 12. Masan Consumer is one of the leading diversified consumer products companies in Vietnam with leading market positions. Masan Consumer’s Successes
  • 13. Masan Consumer Corporation has got High-Quality Vietnamese Goods award yearly from 2005 to present All of brands in Masan Food Corporation got Food Safety & Hygiene Gold award in 2009 from Ministry of Health Masan Consumer’s Successes
  • 14. Masan’s instant coffee and Chin-Su fish sauce, soya sauce got the Trust & Use Vietnam’s Product award in 2010 Masan’s instant noodles and soya sauce get the Vietnam’s Delicious Dish in 2010 Masan Consumer’s Successes
  • 15. Reasons of These Successes  Unparalleled Brand Equity  Extensive Distribution Network  Efficient Manufacturing Facilities with the Highest Quality Standards  Extensive Experienced Management Team
  • 16. Major Problem  Too many M & A deals Having difficulties in developing sustainably and equally all profitable products as well as potential brands KKR • Bought a 10% stake in Masan Consumer Masan Consumer • Acquired a majority stake in Vinacafé Bien Hoa (50.25% stake) Masan Consumer • Acquired a majority stake in Vinh Hao Mineral Water (63.5% stake)
  • 17. Recommendations  Focusing on the present profitable products and brands in order to keep the leading market share.  Advertising  Sales Promotion  Customer Service
  • 18. Recommendations  Having clear & detailed market analysis to build successful strategies for new brands and products. Helping to accelerate brand growth & using customer’s insights as the basis of critical strategic decisions.
  • 19. Recommendations  Issuing shares to employees (ESOP)  2013:  Issuing 17.86 million shares of ESOP for 28 employees  Worth nearly 178 billion in nominal value (10,000 VND/share).  In reality, the total market value of shares: 1,950 billion.  Increasing the total number of shares of MSN: from 687.2 to 705.1 million shares  Net revenue 14700-18100 billion VND  Profit after tax reached 3650-4600 billion VND
  • 20. Principles for determining the number of shares 40-50% 50 – 60% Role Position Job performance Business initiatives Production brings positive results. Increase sales Reduce production costs Recommendations
  • 21. . Benefits For employees For company Increasing the percentage ownership Encouraging teamwork and the contributions. Noting the results of managers’ work performance, creating motivation to complete the task Attracting and retaining excellent employees. Does not have to reward by cash. The leaders avoid more than 500 billion of income tax Recommendations
  • 22. Reference  IFC, ‘Masan Consumer – Environmental & Social Review Summary’, Investment Project, last viewed 12 November 2013, World Bank Group. <http://ifcext.ifc.org/ifcext/spiwebsite1.nsf/651aeb16abd09c1f85257 97d006976ba/27afb1d9e531325885257b6400539be7?opendocu ment>  Masan Consumer 2013, 2012 Annual Report, 20 April, Masan Group <http://www.masangroup.com/static/uploads/downloads/msc_ar_20 12.pdf>  Masan Consumer, Our people, last visited 11 November 2013, Masan Group, Ho Chi Minh City. <http://www.masangroup.com/masanconsumer/en/our-people>
  • 23. Contact  Masan Consumer  Address: 12th Floor, Kumho Asiana Plaza Saigon, 39 Le Duan Street, District 1, Ho Chi Minh City, Vietnam  Tel: (84) 8 625 55660  Fax: (84) 8 381 09463  Website: http://www.masanconsumer.com  http://www.masangroup.com/masanconsumer