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1 | Page VINAMILK BUSINESS DECISION MAKING Contents 1. Introduction. ......................................................................................................................2 2. Preparing and carry out a plan for the collection of primary and secondary data of Vinamilk for a given business problem. ...................................................................................2 3. Decide and justify survey methodology and sampling method(s) used in market research for the survey. .............................................................................................................3 4. Design a questionnaire to find out their needs and level of satisfaction on the products/services provided by Vinamilk. .................................................................................4 5. Create information for decision making by summarizing data using representative values, and use the results to draw valid and useful conclusions in a business context. .........7 6. Analyze data using measures of dispersion, and use to inform a given business scenario. ................................................................................................................................... 12 7. Calculate quartiles, percentiles, correlation coefficient, and use to draw useful conclusions in a business context. ........................................................................................... 13 8. Using data from a given business scenario, prepare a range of graphs using spreadsheets line, pie, bar charts and histograms, and draw valid conclusions based on the information derived. ......................................................................................................... 16 Conclusion: .............................................................................................................................. 18 References: .............................................................................................................................. 19

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Page 1: Ass BDM Chinh

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VINAMILK

BUSINESS DECISION MAKING

Contents

1. Introduction. ......................................................................................................................2

2. Preparing and carry out a plan for the collection of primary and secondary data of

Vinamilk for a given business problem. ...................................................................................2

3. Decide and justify survey methodology and sampling method(s) used in market

research for the survey. .............................................................................................................3

4. Design a questionnaire to find out their needs and level of satisfaction on the

products/services provided by Vinamilk. .................................................................................4

5. Create information for decision making by summarizing data using representative

values, and use the results to draw valid and useful conclusions in a business context. .........7

6. Analyze data using measures of dispersion, and use to inform a given business

scenario. ................................................................................................................................... 12

7. Calculate quartiles, percentiles, correlation coefficient, and use to draw useful

conclusions in a business context. ........................................................................................... 13

8. Using data from a given business scenario, prepare a range of graphs using

spreadsheets — line, pie, bar charts and histograms, and draw valid conclusions based on

the information derived. ......................................................................................................... 16

Conclusion: .............................................................................................................................. 18

References: .............................................................................................................................. 19

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VINAMILK

BUSINESS DECISION MAKING

1. Introduction.

Based sales and production, Vinamilk is leading in Vietnam about milk production. Product of

vinamilk is very plentiful such as condensed milk, eating yoghurt and drinking yoghurt, cream

and cheese. Vinamilk give the market a portfolio of products, flavors and packaging sizes have

more choice. The most part production of company provided to market below brand Vinamilk.

Vinamilk was voted top ten high quality Viet Nam goods. Since its establishment in 1976,

Vinamilk has grown strongly and become the market leader in dairy processing industry and now

occupy 75% of the milk market share in Vietnam. Its main competitors are Nestle Vietnam and

Dutch Lady Vietnam, a division of Friesland Foods. Among the brands it has created

successfully are Vinamilk, V-Fresh, Dielac milk powder, Cafe Moment and a few others. The

company and its products have received several outstanding awards from the president of

Vietnam. Now Vinamilk Marketing department approached your company to conduct a survey

with their customers about their products and services so that they can make necessary

improvements on the coming year

2. Preparing and carry out a plan for the collection of primary and secondary data of

Vinamilk for a given business problem.

Make a survey is the same method to market researchers. The survey results will be the basis for

operation marketing and give to decision business It is very important so that know the market .

Therefore, it should set a good plan to market survey. With Vinamilk, prepare and carry out a

plan for the collection of primary and secondary data of Vinamilk includes some steps below.

For the primary data:

There are many methods to collect primary data such as observation, mail interview, phone

interview, personal interview, panels, focus groups, questionnaire…we can research the method

so that collection information of customer such as Identify and evaluate feedback comments

from customers regarding store Vinamilk: Product quality, price production, choose the location,

time in order to do the survey. Using the questionnaire that to survey the opinions of the

customers about store. We can base on steps so that collection secondary data such as Identify

objectives/goals and plan for collecting ,assess and control survey plan, Search for means, ways

to enhance effective survey, train and perform survey ,check the collecting process of survey

,choose the best sample of primary data.

For the secondary data:

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BUSINESS DECISION MAKING

It is data which have already been collected elsewhere. And, there are two types of secondary

data: internal and external

Internal: Interview management and direct staff to find information about: kind of production,

price each production, income of company…

External: find information on media such as newspapers, magazines, Internet...

We can base on steps so that collection secondary data such as Identify necessary data for

survey, Collect all data, Assess data according three elements: suitable, exact, and valid, choose

the best secondary data

3. Decide and justify survey methodology and sampling method(s) used in market

research for the survey.

We have much method so that survey satisfying customer of Vinamilk product, after consider

method above, I will choose survey by questionnaires to collect the primary and secondary data.

The step "Identify the objectives of the survey" whose role is very important. Because it will

help me in close contact on issues to find out: "Identify and evaluate feedback comments from

customers and Collect data on Vinamilk store. Besides, it will help me to avoid collecting

information that is not necessary in the market survey.

The step "determine the location and suitable time for the survey" also have a very important

role, because when we determine the location and time accordingly. At that time, we will collect

all information necessary for market survey easily. Therefore, I will choose 184 - 186 - 188

Nguyen Đinh Chieu, Ward 6, District 3, TP HCM. Because, it is located in centre of city and

belongs to my region. Therefore, it always attracts many customers buy Vinamilk product. I will

choice the time “Morning and afternoon (from 6 am to 3 pm) all in week”.

With the secondary data: internal and external

+ External: I will find information on media such as newspapers, magazines, Internet...........

Because, vinamilk is the leading company milk in Viet Nam. Therefore, I can find out the

necessary information above media means.

+ Internal: Because, some of information above media means could be not exactly and so long.

So that, I will interview Manager and staffs in the store directly to find out exact information and

newest about Vinamilk.

With the primary data:

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BUSINESS DECISION MAKING

Today, there are many methods to collect primary data such as questionnaire, observation,

interview….But I choose using questionnaires to collect primary data because it is easier for me

to get answers from the large number of people and provide quickly. Besides, I also will not lost

many time and fee for this method.

4. Design a questionnaire to find out their needs and level of satisfaction on the

products/services provided by Vinamilk.

My name is Lam Ngoc Hieu, I am studying at University of Technical Education, I am doing the

survey so that give business decision making for Vinamilk,. I really need your help to finish this

questionnaire. Every your opinion is very worth for me. I hope you will spend a little time to

finish the below questions. I ensure that all the information which you provide will be secret.

Thank you so much!

THE QUESTIONARIES:

Question 1: What kind of Vinamilk product do you use?

A.Vinamilk

B. Dielac

C.Redielac

D.V-Fresh

E.Vinamilk coffee

F. Condensed Milk.

Question 2: By what way did you know about Vinamilk?

A. Advertisement on newspaper/magazine.

B. Internet.

C. Family/friends/colleagues.

D. Others …………………

Question 3: How do you judge about Vinamilk’s product?

A. Very good.

B. Good

C. Normal

D. Bad

Question 4: Do you like product of other brand best, except Vinamilk?

A. Dutch Lady.

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BUSINESS DECISION MAKING

B. Nestle

C. Abbott.

D. Mead Johnson.

Question 5: How did you spend money so that buy Vinamilk Product?( VND)

A 050

B 50100

C 100200

D. 200400

Questions 6: How many percent are you believe in Vinamilk Product?

A. 0% 20%

B.20% 40%

C.40% 80%

D.80%100%

Question 7: Where do you often buy Vinamilk product?

A. Super market.

B. Department store.

C. Store credentials.

D. Other.

Question 8: Do you like product of other brand best, except Vinamilk?

A .Dutch Lady

B. Nestle

C. Abbott

D. Mead Johnson

Question 9: What do you think about the price of Vinamilk product?

A. Very expensive.

B. Reasonable.

C. Cheap

D. Expensive but still payable

Question 10: Do you introduce Vinamilk to everyone?

A. Sure

B. Not sure

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VINAMILK

BUSINESS DECISION MAKING

C. Maybe

D. No opinion

Question 11: What the best thing do you expect Vinamilk?

A. Price

B. Quality

C. Product

D. Other

Question 12: What do you use Vinamilk product in the future?

A. Sure

B. Maybe

C. Never

D. Other

Question 13: Your gender?

A. Male

B. Female

Question 14: Your age group?

A. Up to 18

B. Between 18 and 30

C. Between 30 and 50

D. Over 50

Question 15: What is your job?

A. Student.

B. Teacher

C. Doctor

D. Other.

Question 16: Your average income is much

A. From 1 million to 3 million

B. From 3 million to 5 million

C. From 5 million to 7 million

D From 7 million to 9 million

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VINAMILK

BUSINESS DECISION MAKING

5. Create information for decision making by summarizing data using representative

values, and use the results to draw valid and useful conclusions in a business context.

What kind of Vinamilk product do you use?

Items Frequency Cumulative Percentage

Vinamilk 10 10 25%

Dielac 7 17 17,5%

Redielac 8 25 20%

V-Fresh 5 30 12,5%

Vinamilk coffee

6 36 15%

Condensed Milk 4 40 10%

Total 40

25%

17.50%

20%

12.50%

15%

10%

Frequency kind of Vinamilk product

Vinamilk

Dielac

Redielac

V-Fresh

Vinamilk coffee

Condensed Milk

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BUSINESS DECISION MAKING

Comment: Look at the chart above, we can easy see that the Vinamilk product such as fresh milk

has the best choice of customer, it hold 25% in all kind of product. The second product has

choice of customer is Redielac with 20% then is Dielac, V-fresh ,Vinamilk coffee and condensed

milk with 17%,12,5% and 10%.

Do you like product of other brand best, except Vinamilk?

Items Frequency Cumulative Percentage

Dutch Lady 15 15 37.5%

Nestle 5 20 12.5%

Abbott 12 32 30%

Mead Johnson 8 40 20%

Total 40 100%

10

1720

25

3640

0

5

10

15

20

25

30

35

40

45

Vinamilk Dielac Redielac V-fresh Vinamilk coffee

Condensed Milk

Cumulative frequency kind of vinamilk product

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BUSINESS DECISION MAKING

Comment: The pie chart shows that Dutch Lady can be competitor for Vinamilk. There’s 15

customer (37.5%) who are asked would choose Dutch Lady instead of others. For the Abbott, it

would be 12 (hold 30%). Then 20% and 12.5% for Nestle and Mead Johnson.

0 5 10 15

Dutch Lady

Nestle

Abbott

Mead Johnson

Frequency of other brand

15

20

32

40

0

5

10

15

20

25

30

35

40

45

Dutch lady Nestle Abbott Mead Johnson

Cumulative frequency of other brand

Cumulative frequency of other brand

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VINAMILK

BUSINESS DECISION MAKING

Your age group

Items Frequency Cumulative Percentage

<18 9 9 23%

18-30 16 25 40%

30>50 10 35 25%

>50 5 40 13%

Total 40 100%

0

5

10

15

20

<1818>30

30>50>50

9

16

10

5

Frequency of age

9

25

35

40

0

5

10

15

20

25

30

35

40

45

<18 18>30 30>50 >50

cumulative of frequency age

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VINAMILK

BUSINESS DECISION MAKING

Comment: Survey shows a total of 15 customers (37.5%) aged 18-30 often buy Vinamilk product

, this is the main object of Vinamil. Besides, the customer of age over 50 also often buy

Vinamilk product. They were attracted by the product quality of Vinamilk product

How did you spend money so that buy Vinamilk Product? (.0 VND)

Spend money x F(frequency) F(x) X2 F(x2)

010 5 6 30 25 150

1030 20 10 200 400 4000

3070 50 11 550 2500 27500

70150 110 13 1430 12100 157300

Total 40 2210 15025 188950

02468

101214

0-->10

10-->30

30-->70

70-->150Frequency of money spend

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VINAMILK

BUSINESS DECISION MAKING

Comment: We can see that the income and money spend when customer decision buy Vinamilk

product is high.The number of people often buy Vinamilk Product with high cost, the frequency

is 13 with the money spend is 7001,5 million. 11 with the money spend from 300700 VND

6. Analyze data using measures of dispersion, and use to inform a given business

scenario.

Your average income is much:

Income of

customer

x F(Frequency) F(x) X2

F(x2)

1 to3 2 5 10 4 20

3 to 5 4 7 28 16 112

5 to 7 6 10 60 36 360

7 to 9 8 9 72 64 576

9 to 11 10 9 90 100 900

Grand total 40 260 220 1968

The range = Highest Value-Lowest Value=11-1=10

Mode=5

Mean= f(x)/f=260/40=6.5

Quartiles: n = 40

6

16

27

40

0

5

10

15

20

25

30

35

40

45

0-->10 10-->30 30-->70 70-->150

Cumulative frequency of money spend

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BUSINESS DECISION MAKING

- Median = 2

1n = (40+1)/2= 20,5

- Lower quartile (Q1) = 4

1n = (40+1)/4 = 10, 25

- Upper quartile (Q3) = 4

)1(3 n = 3*(40+1)/4= 30, 75

- Inter-quartile range = Q3 – Q1 = 30, 75 – 10, 25 =20, 5

Median = (n + 1)/2 = (40+1)/2 = 20. 5

We have: 𝑥 =𝑓𝑥

𝑓=

260

40=6.5.

Variance= 𝑓𝑥2

𝑓𝑥- (𝑥 )

2=

1968

260 – (6.5)

2=34.68077

Standard deviation = 34.68077= 5.8890

Co-efficient of variation=𝑆𝑡𝑎𝑛𝑑𝑎𝑟𝑑 𝑑𝑒𝑣𝑖𝑎𝑡𝑖𝑜𝑛

𝑀𝑒𝑎𝑛=

5.8890

6.5=0.906

Percentiles= 90.6%

7. Calculate quartiles, percentiles, correlation coefficient, and use to draw useful

conclusions in a business context.

Follow calculation above we have this value about Quartiles, percentiles:

Quartiles: n = 40

- Median = 2

1n = (40+1)/2= 20,5

- Lower quartile (Q1) = 4

1n = (40+1)/4 = 10, 25

- Upper quartile (Q3) = 4

)1(3 n = 3*(40+1)/4= 30, 75

- Inter-quartile range = Q3 – Q1 = 30, 75 – 10, 25 =20, 5

-Percentiles= 90.6%

We have table show about the income and the money spend so that buying Vinamilk product

The income (VNĐ) The money (VNĐ)

1 2.000.000 82.000

2 3.800.000 30.000

3 5.600.000 100.000

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BUSINESS DECISION MAKING

4 3.200.000 200.000

5 2.300.000 45.000

6 8.800.000 353.000

7 4.000.000 86.000

8 3.500.000 68.000

9 2.100.000 100.000

10 6.000.000 298.000

11 2.000.000 53.000

12 1.400.000 23.000

13 4.200.000 34.000

14 9.000.000 234.000

15 5.400.000 87.000

16 6.600.000 224.000

17 4.300.000 200.000

18 6.800.000 300.000

19 4.500.000 120.000

20 3.300.000 56.000

21 4.200.000 96.000

22 5.300.000 67.000

23 7.000.000 100.000

24 6.900.000 45.000

25 8.000.000 53.000

26 5.400.000 70.000

27 1.200.000 42.000

28 7.600.000 200.000

29 5.700.000 150.000

30 4.300.000 90.000

31 8.000.000 100.000

32 9.500.000 300.000

33 5.700.000 64.000

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BUSINESS DECISION MAKING

34 3.000.000 48.000

35 3.200.000 72.000

36 7.500.000 83.000

37 4.100.000 152.000

38 4.200.000 200.000

39 8.000.000 250.000

40 1.000.000 70.000

Total 198.600.000 4.945.000

The Income = x, the money = y, based on this values, we can calculate the correlation

coefficient.

We have formulary below show the, correlation coefficient:

]][[2222

yynxxn

yxxynr . (1)

- -1 ≤ r ≤ 1

- R <0: between X and Y is i, meaning that if X increases, Y decreases and vice versa.

- R> 0: X and Y have the proportional, meaning that if X increases, Y increases and vice versa.

- R = 0: between X and Y have no linear relationship.

- | R |: the greater the relationship between X and Y as closely

N=40, x=198.600.000 VND, y= 4.945.000 VND

𝑥 𝑦=198.600.000*4.945.000=982077*109 , n 𝑥𝑦 = 29.156 ∗ 1010

𝑥2=119.198*1012

, ( 𝑥)2 =3944196*10

10 . n 𝑥2=40*119.198*10

12=477.782*10

13

2y =914.393*106, 2 y = 24453025*10

6 n 2y =914.393*10

6 *40=3657572*10

6

Apply on (1), we have:

R=292.156∗1010−982.077∗109

477.782∗1013−3.944.196∗1010 [3.657.572∗106−914.393∗106]

=−952861,4∗109

3289,119705∗103 =-0, 2897*103

This is correlation between the monthly income of customer and the money which customer

paid.

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VINAMILK

BUSINESS DECISION MAKING

8. Using data from a given business scenario, prepare a range of graphs using

spreadsheets — line, pie, bar charts and histograms, and draw valid conclusions based on

the information derived.

Orderliness Age Income

1 18 2.000.000

2 39 3.800.000

3 33 5.600.000

4 21 3.200.000

5 16 2.300.000

6 45 8.800.000

7 22 4.000.000

8 20 3.500.000

9 17 2.100.000

10 35 6.000.000

11 22 2.000.000

12 18 1.400.000

13 39 4.200.000

14 48 9.000.000

15 43 5.400.000

16 55 6.600.000

17 50 4.300.000

18 34 6.800.000

19 49 4.500.000

20 46 3.300.000

21 18 4.200.000

22 19 5.300.000

23 25 7.000.000

24 27 6.900.000

25 29 8.000.000

26 45 5.400.000

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BUSINESS DECISION MAKING

27 17 1.200.000

28 17 7.600.000

29 33 5.700.000

30 41 4.300.000

31 18 8.000.000

32 27 9.500.000

33 17 5.700.000

34 49 3.000.000

35 34 3.200.000

36 33 7.500.000

37 19 4.100.000

38 33 4.200.000

39 51 8.000.000

40 18 1.000.000

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

9000000

10000000

0 10 20 30 40 50 60

Income and the age

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VINAMILK

BUSINESS DECISION MAKING

Conclusion:

Through the market survey with Vinamilk, in general, when customers buy Vinamilk product,

they always take care about price, quality.The survey give us that the customer always is believe

in Vinamilk product. In addition, Vinamilk can recognize its competitor or disadvantages. By

this, it has suitable strategies, business decisions, solutions to meet customer’s requirements best .

If Vinamilk always commited about quality to the customer well, it will exist and achieve more

success in long-term.

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VINAMILK

BUSINESS DECISION MAKING

References:

Business Decision Making Supporting Foundation Degrees. Course Book (First Edition 2004)

(quote on May 01 2009).

Vinamilk 2010, the market in country and dispensation [online] Available at:

http://vinamilk.com.vn/?vnm=market&id=18(accessed May 10 2010)

Vinamilk 2010, The Vinamilk Group [online] Available at:

http://vinamilk.com.vn( accessed May 10 2010)