越南食品加工業的策略管理,以Masan Consumer公司為例 / The processed food industry in Vietnam is at its growth stage with more companies having joined the market in the past twenties years, attempting to stronger position their brand name or trying to build a loyal customer base. The Masan Consumer Corporation, which belongs to the Masan Group - one of the Vietnam’s biggest private sector companies, has been operating quite well in the market with encouraging business performance. The Masan Consumer Corporation has an efficient logistics management, famous brand names, and a huge investment from a private equity fund, a good production facility and a capable management team with both local and international professionals. The Vietnam’s macroeconomic environment offers the company with many opportunities, such as: Consumers have more interest in branded products and are ready to pay higher price for special offering; High level of disposable income and expenditure on food both in city centers and rural areas; travel industry is developing and looser family structure; The domestic market remains big and faster pace of life in the city centers and online delivery is an untapped channel of distribution. At the same time, there are some threats facing the company, which are the higher expectation from customers; Famous Western products with strong investment of promotion and marketing programs or more companies from the Asian Economy Committee are investing in Vietnam; Hard to predict the inflation rate or too high interest rate; Competition from imported brands from other countries; An increase in energy cost in cost structure of the company. Based on the analysis of looking outside and inside the company, strategic recommendations for business and functional levels and strategic business units are proposed.

京都大学 / 0048 / 新制・課程博士 / 博士(農学) / 甲第20444号 / 農博第2229号 / 新制||農||1050(附属図書館) / 学位論文||H29||N5065(農学部図書室) / 京都大学大学院農学研究科生物資源経済学専攻 / (主査)教授 新山 陽子, 教授 小田 滋晃, 教授 足立 芳宏 / 学位規則第4条第1項該当 / Doctor of Agricultural Science / Kyoto University / DGAM