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Phân tích môi trường kinh doanh gà tre giai đoạn 20212023. Với nhiều cơ chế, chính sách về khuyến khích phát triển nông nghiệp, nông thôn, những năm gần đây, sản xuất chăn nuôi của tỉnh có bước phát triển cả về lượng và chất, khẳng định được vị trí quan trọng, góp phần vào tăng trưởng chung của ngành nông nghiệp. Giai đoạn 2016 2020, giá trị sản xuất chăn nuôi tăng bình quân 3,34%năm; năm 2021 tăng 7,2% và năm 2022 tăng 5,6%. Tuy nhiên, bên cạnh những kết quả đạt được, ngành chăn nuôi cũng đang phải đối mặt với không ít khó khăn, thách thức lớn. Trong đó, vấn đề ô nhiễm môi trường do chất thải chăn nuôi, gây bức xúc trong nhân dân, nhất là vùng nông thôn.
CHAPTER 2: MARKET ANALYSIS 2.1 Market potential Clean chicken is becoming increasingly popular in the Vietnamese culinary industry Consumers are becoming increasingly concerned about the origin and quality of the food they consume, particularly in light of worries about food safety Clean chicken is defined as chicken farmed using safe practices and free of growth hormones and antibiotics, hence ensuring the health of customers (Englishbey et al., 2021) Consuming clean chicken flesh not only promotes one's health, but it also helps to ensure the long-term prosperity of the Vietnamese poultry sector (Duong, 2020) Consumer demand for clean chicken is growing, opening up potential for firms who produce clean food and use current chicken rearing equipment However, the clean chicken industry requires legal support, supporting regulations, and consumer acceptability To attract customers, businesses that produce clean chicken must invest in product quality and brand recognition At the same time, boosting product marketing and launch is critical to expanding the consumer market As a result, the clean chicken industry in Vietnam has enormous potential for growth in the future 2.1.1 Annual growth rate In Vietnam Table 2.1: Vietnamese chicken farming statistics in 2022-2023 I Chicken Unit 31/12/202 31/12/202 2021/2022 Including industrial chicken 1000 Broiler chicken 1000 Value % Including industrial chicken 1000 444.775 424.226 20.549 104,8 Chicken lays egg 1000 122.495 116.295 Including industrial chicken 1000 358.093 338.641 6.2 105,3 Number of animals exported 1000 80.037 19.452 105,7 Including industrial chicken 1000 86.2 85.585 6.163 107,7 Chicken meat is slightly 1000 86.684 36.258 1.099 101,2 Ton 36.295 798.533 834.055 277.49 37 100,1 291.633 1.591.090 35.522 104,4 1.720.730 14.143 105,1 129.64 108,1 released from the farm Ton 674.407 605.36 15 Including industrial chicken 1000 69.046 111,4 Number of chicken eggs 1000 12.005.38 11.618.85 386.52 103,3 Including industrial chicken 53 7.368.917 7.104.396 264.52 103,7 12 Nguồn: Cục chan nuoi Since August 2023, there has been a significant disparity in the pricing of light-colored broiler chickens sold by area; the South (ranging from 38,000-44,000 VND/kg) is lower than the other two regions (ranging from 55,000-62,000 VND/kg) The average price in November 2023 was 54,000 VND/kg, 18,000 VND higher than the same period in 2022 but 1,000 VND lower than in October 2023 In the first two weeks of December 2023, the average price of colored feather chickens fell by 6,000 VND/kg compared to the average price in November 2023 However, as compared to the equivalent months of 2022, the price of colorful feather hens increased by 11,000-22,000 VND/kg in the previous three months (Department of Livestock, 2024) Price of white-feathered industrial chicken: with manufacturing costs ranging from 30,000 to 33,000 VND per kg of live meat, product selling prices have been lower than production expenses since mid-October The average price of white-feathered chicken meat in November 2023 is 23,000 VND/kg, down 7,000 VND/kg from the previous month and 9,000 VND/kg from the same period in 2022 Although the price of feathered chicken white climbed somewhat in early December to an average of 26,000 VND/kg, it remains cheaper than the production cost of 4,000-7,000 VND/kg The price of white chicken meat in 2023 is comparable to the first two months of 2022, although it has dropped by 2,000-7,000 VND/kg after March (Department of Livestock, 2024) Figure 2.1: Chicken production in Vietnam from 2010 to 2021 Source: Statista Research Department, 2023 Import and export Vietnam imported roughly 217,000 tons of chicken in 2018, which climbed to over 300,000 tons between 2019 and 2020, then fell to 246,000 tons by 2022, accounting for approximately 21% of total domestic chicken consumption As a result, every day, Vietnam eats more than 674 tons of imported chicken Businesses imported more than 100,000 tons of various types of chicken meat in the first eight months of 2023 (Statista Research Department, 2023) That does not include the amount of layers transported across the border into the Vietnamese market but not caught or apprehended Vietnam currently imports waste laying hen items, such as chicken skin, wing collars, and chicken feet The poultry business contributes significantly to the expansion of our country’s agricultural sector, ranking second in terms of output value and providing jobs for millions of farming households Poultry meat and egg products not only fulfill the consumption demands of approximately 100 million people in the nation, but are also legally exported, establishing Vietnam as a poultry producing country listed among the top ten in the world Overall, the productivity and cost of chicken production in our nation are ordinary However, in the industrial livestock industry alone, Vietnam’s productivity objectives are comparable to those of wealthy nations In particular, Vietnam’s poultry sector has aggressively chosen and developed a variety of colored-feathered chicken breeds from indigenous chicken breeds with high quality productivity, satisfying the production demands of the quality broiler chicken segment High quality According to the Department of Livestock (Ministry of Agriculture and Rural Development), in 2022, live chickens imported into Vietnam for slaughter will be 6,603 tons of meat, an increase of 100.8%; Slaughtered poultry meat imported to Vietnam is 24,662.1 tons, an increase of 9.6% compared to 2021 The Vietnamese market that imports poultry products is mainly the US (41.5%), Brazil (41.5%), and Brazil (41.5%) 22.1%), Korea (18.1%), Poland (11.6%) Regarding import markets, in February 2023, Korea was the largest chicken meat supply market for Vietnam with an import volume of more than thousand tons and a value of more than 7.6 million USD, an increase of 136.9 % in volume and increased 127.9% in value compared to the previous month Cumulatively in the first two months of 2023, chicken meat imports from the Korean market reached 8.5 thousand tons, worth nearly 11 million USD, down 24.2% in volume and 21.1% in value compared to the previous year same period in 2022 Ranked second is the United States market, with chicken imports reaching more than 4.2 thousand tons, worth more than 4.2 million USD, down 34.4% in volume and 36.5% in value compared to the US market with last month Cumulatively in the first two months of 2023, chicken meat imports from the US market reached 10.6 thousand tons, worth more than 10.9 million USD, down 55.5% in volume and down 57.7% in value compared to the same period in 2022 Ranked third is the Brazilian market, with an import volume of nearly 4.5 thousand tons and a value of more than 3.8 million USD, an increase of 92.4% in volume and an increase of 53.3% in value compared to the previous month Cumulatively in the first two months of 2023, chicken meat imports from the Brazilian market reached 6.8 thousand tons, worth more than 6.3 million USD, down 25.9% in volume and 37.7% in value compared to with the same period in 2022 Poland ranked 4th, with an import volume of more than 976 tons, worth more than 1.3 million USD, an increase of 9.9% in volume and an increase of 29.4% in value compared to the previous month Accumulated in the first two months of 2023, chicken meat imports from the Polish market reached 1.8 thousand tons, worth more than 2.3 million USD, down 60.0% in volume and 60.1% in value compared to the same period in 2022 In March 2023, the largest chicken export markets to Vietnam are the US (accounting for 34.0%), Korea (29.2%), Brazil (22.7%), Poland (5.2%), Russia (2.2%), other markets accounted for 6.8% Figure 2…: Chicken meat import value in Vietnam Source: (TrendEconomy , 2024) According to the Vietnam Poultry Breeding Association, in the last years, the annual output of imported chicken meat has increased continuously (over 15%/year), accounting for 20 - 25% of the total chicken meat consumed domestically It can be said that compared to countries with developed livestock farming, our country’s regulations on importing livestock products are still easy and loose Meanwhile, to export poultry meat and eggs, we have to endure many strict technical barriers in importing countries, making our livestock products weak and disadvantaged right on home turf For example, currently our country does not have specific regulations for imported meat products using Ractopamine and Cysteamine in 26 countries, including: USA, Australia, Canada, Brazil, Indonesia, Maylaysia, Mexico, New Zealand , Philippines, South Africa, Korea, Thailand… Meanwhile, in the country, farmers are prohibited from using the above two hormones for livestock and poultry Therefore, the Vietnam Poultry Association believes that Vietnam must also ban the import of meat products from countries that use Ractopamine and Cysteamine to create a healthy and fair competitive environment for production enterprises export and domestic livestock production Figure : Chicken meat export value in Vietnam Source: (TrendEconomy , 2024) Vietnam’s clean chicken meat export industry uses modern ways to make chicken, makes sure the chicken is good quality, and follows rules for food safety around the world (Thapa et al., 2024) The country has put money into making poultry farms better, improving places where the chicken is turned into food, and the systems that bring the food to stores, so they can make good and safe chicken to send to other countries.Vietnam sends its clean chicken meat to markets in Asia, Europe, and North America (Thapa et al., 2024) The poultry industry in this country is known for making clean and safe chicken meat that people in other countries really like Vietnamese chicken meat companies follow very strict rules to keep their products clean and safe This helps them to make sure their products are well-regarded in other countries Vietnam’s clean chicken meat export industry is growing because of good trade agreements, chances to sell in different markets, and more people wanting high-quality poultry products (Duong, 2020) The poultry industry in the country is growing and selling more of its products to other countries It’s able to this because it is good at making products, the products are high quality, and it has a good position in the market The clean chicken business in Vietnam is expanding rapidly due to increased consumer knowledge of food safety and health To assure product quality, industry companies have invested in cutting-edge manufacturing technologies Furthermore, enforcing food safety regulations promotes the long-term growth of the clean chicken industry However, several obstacles remain in clean chicken production, such as high prices owing to the use of contemporary equipment, as well as the necessity to secure clean and safe raw materials To expand this industry, firms must work closely with supply chain partners to assure a consistent and high-quality supply of raw materials In the present setting, evaluating the clean chicken industry in Vietnam is very crucial to understand consumer trends, prospects In Ho Chi Minh City A big problem in selling clean chicken meat in Ho Chi Minh City is making sure there is always enough for people to buy Things like diseases, natural disasters, and changes in feed prices can affect how much clean chicken meat is available To deal with these problems, people in the industry are taking steps to make production more efficient, improve safety for animals and plants, and make the supply chain stronger Laws made by the government are really important in shaping the market for clean chicken meat in Ho Chi Minh City The government makes rules and checks to make sure that chicken meat is clean and good quality to eat Businesses in the clean chicken meat market need to follow these rules to keep their customers’ trust and confidence In Ho Chi Minh City, the market for clean chicken meat is always changing because people want to buy safe and good-quality poultry As people become more aware of the importance of food safety and health, the need for clean chicken meat is expected to keep increasing in the area Ho Chi Minh is Vietnam’s biggest metropolis and a key commercial hub From 2020 to 2023, the consuming of clean chicken in Ho Chi Minh City was impacted by a variety of variables, including concerns about health, food hygiene rules, consumer choices and market developments In 2021, it is evaluated that Ho Chi Minh City devoured roughly 300,000 tons of chicken (Thu, 2023) This tall utilization can be ascribed to the city’s huge populace and the notoriety of chicken dishes in Vietnamese cooking Chicken could be a versatile and reasonable source of protein that’s broadly devoured in different shapes such as barbecued, fricasseed, or in soups In 2022, the consumption of chicken in Ho Chi Minh City is anticipated to extend somewhat to around 310,000 tons (Thu, 2023) This increment may be driven by components such as populace development, rising salaries, and changing dietary inclinations Chicken remains a staple nourishment in Vietnamese families and is regularly included in conventional dishes as well as present day culinary manifestations In 2023, it is anticipated that the utilization of chicken in Ho Chi Minh City will proceed to develop, coming to roughly 320,000 tons (Thu, 2023) This steady increase reflects the continuous request for chicken as a essential source of protein within the city’s eat less As Ho Chi Minh City proceeds to create and urbanize, the utilization of chicken is likely to stay tall due to its reasonableness and flexibility 2.1.2 Market development stage 2.1.2.1 In Vietnam There are actually four phases of market development There are four stages: conception or creation, development, peak performance, and demise (Laurens, 2005) Currently, the clean chicken market in general, and the clean bamboo chicken market in particular, are in a strong development stage In the previous ten years, poultry meat consumption per capita has grown at an annual pace of 8.5%, outpacing hog consumption As a result, each Vietnamese individual will consume almost 17 kg of chicken meat on average in 2020, 20 kg in 2022, and 22 kg in 2023, according to projections This is a good indication that is consistent with global meat consumption trends (Vietnam Livestock Association, 2023) Specifically, according to the Vietnam Poultry Association, domestic meat and egg consumption will remain high, accounting for almost 90% of total consumption between now and 2030 Imports of chicken meat and poultry by-products will vary between 250 and 300 thousand tons per year The selling price of white-feathered meat hens is expected to fluctuate between 33,000 and 35,000 VND/kg during the next 5-6 years The price of short-term colorful chickens ranges from 50,000 to 55,000 VND per kilogram Long-term colorful chickens cost between 60,000 and 70,000 VND per kilogram Egg costs range between 2,000 and 2,500 VND/ kg (Vietnam Livestock Association, 2023) The market for high-quality chicken meat in Vietnam is expanding and evolving Clean chicken meat is produced using eco-friendly and sustainable methods Clean chicken meat is grown by raising chickens without the use of antibiotics, hormones, or harmful chemicals It also means taking good care of the chickens and using sustainable farming methods (Pham et al., 2021) In Vietnam, more and more people are buying clean chicken meat because they care about food safety and the environment The market for clean chicken meat is getting bigger People are caring more about the food they eat and want products that are made ethically and sustainably This has caused more people in Vietnam to want clean chicken meat, so both local farms and foreign companies are taking advantage of this trend The government in Vietnam is making rules to help farmers produce chicken without using harmful chemicals (Pham & Dinh, 2020) This is also affecting how clean chicken meat is sold in the market The Vietnamese government is helping farmers to use organic methods to grow crops and raise animals, like chickens, in a way that is better for the environment As more people in Vietnam want clean chicken, there are chances for local and foreign companies to grow and make more good quality chicken to meet the growing demand By putting money into studying and making things better on the farm, and making sure the supply chain is strong, people involved in making clean chicken meat can help the market for this grow in Vietnam In Vietnam, more people want to buy clean chicken meat The government is helping farmers to grow more food in a sustainable way There are also chances for the chicken meat industry to get bigger and come up with new ideas There is a growing demand for healthy and ethically produced chicken meat in Vietnam because people are more concerned about quality and sustainability 2.1.2.2 In Ho Chi Minh City The clean chicken meat market is important for Ho Chi Minh City's food industry (Thi & Thi, 2023) Clean chicken meat means that the chicken was raised in a way that is good for the environment and takes care of the chickens It also means that the meat is safe to eat Recently, more people in Ho Chi Minh City want to buy healthy chicken meat because they care about their health and the environment (Faltmann, 2022) New technology helps chicken farmers make better and healthier chicken meat This satisfies what people want and helps the environment The clean chicken meat market in Ho Chi Minh City has been affected by the increase in organic and natural food products Overall, in Ho Chi Minh City, more people want to buy high-quality and sustainable chicken meat This is because consumers like it, the government requires it, technology is improving, and market trends are changing 2.1.3 Market trend 2.1.3.1 In Vietnam In the Livestock Development Strategy for the period 2021-2030, vision 2045: (1) The livestock industry develops towards industrialization and modernization, while promoting organic and traditional livestock farming towards produce high quality, safe goods (2) Promoting the potential and advantages of ecological regions to develop livestock farming comprehensively, effectively, sustainably and adapt to climate change associated with developing value chains and enhancing added value increase, ensure biosecurity, epidemics, environment and food safety, humane treatment of livestock, meet domestic market needs and increase exports, create jobs, increase income for people (3) Strengthen scientific research, adapt and selectively apply the world’s scientific and technological achievements, focusing on applying the technology of the fourth industrial revolution to enhance competitiveness competition in the livestock industry (4) Promote the socialization of livestock activities, develop livestock in accordance with the market economy and international integration, create a fair business environment for all economic sectors to participate in investment When input and output prices are suitable, livestock facilities can cut costs, slash product prices, and increase competitiveness and economic efficiency (Nguyen et al., 2023) Furthermore, steady prices would make it easier for livestock producers to manage their operations and output In this instance, livestock producers frequently extend production scales and boost investment levels to promote their activities, including our unit’s livestock operations and the growth of the livestock sector On the other, if input costs are too high or output prices are too low and fluctuate unexpectedly, farmers will lose money and will be unable to calculate production efficiency, so they will frequently cut production size and even close down production and business operations The guidelines and policies of the State and local authorities have a great influence on the economic efficiency of the traffic industry in particular and the development of the livestock industry in general Guidelines and policies that have a direct impact on the livestock industry include credit, land, initial investment support, scientific and technical training Policies to loosen and open credit, Land and access to science and technology will help people boldly invest they sell, how much they charge, where they sell, how they advertise, and how well they're doing in the market (Grant, 2021) CP Vietnam Livestock Joint Stock Company (C.P) is considered a pioneer enterprise in the "3F" model, which means from feed to farm to food Initially when entering the Vietnamese market, this company only provided animal feed, then developed the egg-laying chicken segment, providing pigs, broilers, sausages, breeding pigs, and exporting shrimp and pangasius Currently, CP has livestock and poultry feed factories and aquatic feed factories with a capacity of million tons a year With the form of livestock farming cooperation, the company has established 3,000 farms with farmers In 2014, this business’s revenue reached 2.07 billion USD, of which the animal feed segment alone reached 867 million USD The rest comes from livestock and food processing with 1.2 billion USD Initially when entering the Vietnamese market, the company’s pig farming segment only accounted for 1% of the country’s total herd, but now we have accounted for 40% The company is aiming to be the 7th largest supplier of clean pork in the world The joint venture company Austfeed also quickly perfected the "farm to table" production model and became a formidable competitor of businesses in the industry Entering Vietnam in 2004, Austfeed was initially just a small animal feed manufacturing company After 10 years, this enterprise has a network of factories, and takes control of Cai Lay Veterinary Pharmaceutical Company (Mekovet) In addition, Austfeed also established Mavin Food Joint Venture Company Another foreign unit that has also shaped the 3F model is Japfa Comfeed Vietnam Company Limited In addition to animal feed factories, the company has organized chicken farming, super lean pork and chicken breeding production Currently, Japfa Comfeed Vietnam also has a poultry slaughterhouse and a food processing factory (sausage) under the Jupiter brand CP Vietnam Livestock Joint Stock Company is a big competitor in the clean chicken meat market in Ho Chi Minh City Austfeed Company is a big company that sells lots of different kinds of clean chicken meat to people They have set up ways to deliver their products and make people aware of their brand, which helps them well against their competitors in the market Another important company in the market is called Massan They are a local farm that focuses on making organic and clean chicken meat products Meat Deli stands out by using sustainable farming methods and selling high-quality products to people who care about their health Also, Dabaco Meat Processing Company is a big competitor that provides fresh chicken meat products to different stores and restaurants in Ho Chhi Minh City They are known for making really good products and being really good at getting them to people, which makes them a strong company in the market Other companies that sell clean chicken meat are Hoa Phat, which sells organic and ethically sourced chicken, and San Ha Company Limited, a group of small farmers that sell specialty chicken products to specific groups of people In Ho Chi Minh City, it’s really important for businesses in the clean chicken meat market to study their competition carefully This will help them know where they stand in the industry, find ways to better, and take advantage of new chances to succeed Figure 2.2:Competitors mapping 2.2.2 Supply analysis The market for fresh chicken meat in Ho Chi Minh City, Vietnam, is an important part of the city’s food industry People want more healthy chicken meat so the demand for it is going up Clean chicken meat means chicken products that not have any antibiotics, hormones, or other bad chemicals in them In Ho Chi Minh City, more and more people want to buy clean chicken meat because they are worried about the safety and quality of their food In Ho Chi Minh City, most of the clean chicken meat comes from nearby farms and suppliers These farms enforce strict regulations to guarantee the production of safe and clean chicken meat The process of getting clean chicken meat involves many steps, like breeding, raising, processing, and delivering Farmers in the area are using new ways of farming to produce more clean chicken meat because people want to buy it Studying the suppliers of chicken meat in Ho Chi Minh City means looking at the different companies that sell chicken to people and businesses in that area Suppliers are very important in getting good chicken to the stores in Ho Chi Minh City for customers to buy They make sure the chicken is good quality and there is enough for everyone who wants to buy it Knowing about the suppliers in this market can help businesses make smart choices about where they get their products from, how much they pay, and how they make sure the products are good In the Ho Chi Minh City chicken meat market, suppliers can be poultry farms, wholesalers, distributors, and retailers Poultry farms are places where chickens are raised and prepared for sale to stores and restaurants Wholesalers buy a lot of chicken from farms and sell it to businesses like restaurants, hotels, and supermarkets Distributors move chicken meat from farms or wholesalers to stores or people who buy it Stores sell chicken meat to people through different ways like in the actual store, online, or at restaurants Evaluating chicken meat suppliers in the market means checking if they are reliable, have good quality products, fair prices, good distribution, and sustainable practices (Putri et al., 2023) Companies in this market have to build good relationships with their suppliers to make sure they always have enough chicken meat that is clean and meets the rules and what customers like Analyzing suppliers carefully can help businesses find possible problems and good chances in the market (Winston et al., 2013) They can also create plans to improve their ability to compete and last a long time (Chang et al., 2020) In Ho Chi Minh City, suppliers are very important for the clean chicken meat market They make sure there are good quality products for people and businesses to buy By thoroughly studying suppliers, businesses can make their supply chain work better and improve their position in the market Hoa Phat poultry farming Hoa Phat Poultry Company Limited is a member of Hoa Phat Agriculture Corporation, in charge of implementing projects on raising breeding chickens and producing clean eggs since 2016 Currently, the Company has a livestock farm Vietnam’s leading high-tech, large-scale chicken in Phu Tho province with a total area of more than 50 hectares, capacity of 15,000 parent breed chickens Every year, the Company provides over 300 million clean eggs/year, holding the No market share in chicken egg supply in the Northern region Hoa Phat clean chicken eggs products are distributed in a system of food stores and large supermarkets in Hanoi, the Northern and North Central provinces and exported to countries in Southeast Asia As a member of Hoa Phat Group, Hoa Phat Poultry Company Limited always focuses on inheriting and promoting the spirit of "Leading with quality", shown right from the breeding stage Hoa Phat chose the Hyline Brown super egg chicken breed from England and Australia, which is one of the two largest egg-oriented chicken breed brands in the world This breed of chicken produces eggs with reddish-brown shells, shiny, characteristic oval shape, yellow-red yolks, firm texture, flexible and regular whites, containing balanced and abundant nutrients, suitable with Vietnamese consumer tastes Sao Viet Tuyen Quang Company Limited Quality is the pillar of all products of Sao Viet Tuyen Quang Company Limited Breeding chickens from our supply are selected from healthy chickens, through careful care and nurturing This ensures that the chickens have good resistance and high development potential Sao Viet Tuyen Quang Company Limited provides a wide range of chicken breeds to suit different farming needs From meat breeds for production needs, to egg breeds for high-performance livestock farming, Sao Viet Tuyen Quang Company Limited meets all your requirements All chicken breeds of Sao Viet Tuyen Quang Company Limited are tested and certified for health and origin This ensures customers will receive healthy and reliable breeding chickens for their farming projects Another big company that sells clean chicken meat in Ho Chi Minh City is Ba Huan Company Ba Huan is famous for its natural and antibiotic-free chicken products People like them because they are healthier The company’s promise to farm in a way that protects the environment has helped it well in the market Vinamilk, a famous milk company in Vietnam, is now also selling clean chicken meat in Ho Chi Minh City The company uses its good brand name and places where it sells things to promote its healthy chicken products to people in the city Aside from the big companies, there are also some smaller local businesses in Ho Chi Minh City that sell clean chicken mea (Le et al., 2020) t This includes farms run by families and specialty stores that sell poultry products to specific groups of people who want very good and ethically sourced products 2.2.3 SWOT of the business plan S W Good Product: A company that It costs more money to keep poultry focuses on raising chickens in a clean farms clean than using regular and healthy way can use its dedication methods to making safe and good quality Small poultry farms that are clean and chicken products well-run may have a hard time A good reputation for selling clean growing to make more food to meet and ethically sourced chicken can the needs of more people make a company stand out from Relying on other companies for things others like food, equipment, or other Using sustainable farming methods resources can be risky for our can attract customers who care about business the environment and make the company look good Getting products into many stores: Making deals with stores and companies that sell products can help make sure lots of people can buy the company's products O T More people want organic food, which Tough competition from other poultry is good for companies that sell it It producers could affect the company's means they can sell more and make place in the market more money Changes in rules about keeping food Growing into new places or making safe, or in the standards for how food new things can help a business get companies should work, might mean bigger and have more variety that our company has to change how it Teaming up with restaurants and does things stores that focus on using clean Supply Chain Disruptions: Problems ingredients can help increase the in getting things from one place to popularity and sales of our products another because of things like sickness or bad weather can cause problems with making things and getting them to people Clean chicken business in Ho Chi Minh City brings many opportunities and challenges for businesses in this industry Below is an analysis of the benefits and disadvantages of running a clean chicken business here: Advantages: Potential market: Ho Chi Minh City is one of the largest urban areas in Vietnam, with a dense population This creates a potential market for clean chicken products, with increasing consumer demand Health awareness: Consumers are increasingly concerned about food quality and food safety Clean chicken is considered a safer and healthier choice than industrial chicken, which can help businesses attract customers Support from the government: The Vietnamese government has policies to support businesses that produce clean food, including clean chicken This helps reduce financial pressure and increase the chances of success for businesses Difficulty: Fierce competition: The clean chicken business in Ho Chi Minh City is growing strongly, leading to fierce competition from businesses as well as from imported products Transportation issues: Maintaining the quality of clean chicken during transportation from the production site to the retail point can be a challenge, especially in poor city traffic conditions Raw material management: To produce clean chicken, managing input raw materials to ensure safety and quality can be a complicated issue, especially when the supply is unstable Standard requirements: The requirements for food safety and hygiene standards in clean chicken production are very high, which requires businesses to strictly comply to avoid being fined or losing reputation Climate change: Climate change can affect clean chicken production by affecting farming sources and farming conditions 2.3 Custommers analysis People in Vietnam are starting to like and want to buy chicken meat that is clean and safe to eat Clean chicken meat is chicken meat that doesn't have any chemicals, antibiotics, or hormones, and isn't polluted However, it is still difficult to find enough clean chicken in Vietnam because of the supply and demand situation Even though more people want to buy and eat healthy chicken, there isn't enough available to meet the demand Companies that produce clean chicken meat are having trouble keeping up with producing enough meat and getting good quality ingredients Also, it's hard for consumers to trust where and how chicken is made because the information about it isn't clear Ho Chi Minh City is the biggest city in Vietnam It's the main place for businesses and culture in the country As of the most recent information, Ho Chi Minh City has about million people living there (World Population Review, 2024) The number of people living in the city has been going up because more people are moving from the countryside, more babies are being born, and there are more job opportunities in the city The population in Ho Chi Minh City is growing because of many reasons One important reason is when people move from the countryside to the city to find better jobs, education, and healthcare (Van, 2022) Many migrants coming to the city have helped the population grow a lot Also, more babies being born than people dying is also making the city's population grow Many people from different places in Vietnam and other countries have come to Ho Chi Minh City for the jobs and money-making chances it offers The city is a big economic hub in Vietnam and there are lots of different jobs available in areas like making things, helping people, banking, and technology This has caused more people to move to the city in search of a better life and job opportunities Additionally, Ho Chi Minh City is a great place to visit for both local and foreign tourists because of its lively culture, rich history, and modern facilities The city's population grows because of tourists, people from other countries living there for a while, and students going to the city's universities Ho Chi Minh City is a busy city with around million people living there The city is getting bigger because people from the countryside are moving there, more babies are being born, there are job opportunities, and more tourists are visiting Ho Chi Minh City is one of the biggest cities in Vietnam It keeps growing and becoming more important for the region's economy and culture Many people in Ho Chi Minh City like to buy clean chicken meat because they care about having safe and good quality food Studying who buys fresh chicken in this city can help businesses and government make better decisions People who buy organic chicken it for different reasons like health, protecting the environment, caring for animals, and because they like the taste Research has found that people think organic chicken is better for their health, better for the environment, and produced in a more ethical way than regular chicken (Bearth et al., 2014) These thoughts affect how they decide what to buy and if they are willing to pay more for organic products Regarding demand characteristics, some of the main habits and tastes of Vietnamese consumers today with chicken products are: Vietnamese consumers prefer fresh chicken meat rather than frozen or refrigerated products They still pay a lot of attention to price and compare prices in different consumption channels Although a part of consumers are starting to pay more attention to quality and food safety issues, they aim for chicken products with clear origins, product packaging labels and modern distribution channels not much and not often In general, the consumption channel that consumers choose the most is still through traditional markets (80%) compared to modern sales points such as food stores or convenience retail stores and commercial supermarkets general business (20%) Most customers today stay up to speed on news regarding food hygiene and safety in general, as well as incidents involving pork production and consumption Since then, people have lost trust in the quality of pigs on the market, and some consumers have even reduced their meat consumption and turned to other alternatives As a result, if there is a safe form of pork on