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Task 2

a. Company overview
o History
Saigon Beer (or Bia Saigon) of Sabeco ( Saigon Beer-Alcohol-Beverage Corporation) has
been around 142 years now, 40 years of constructing brand and development. Since early
21th century, Saigon Beer is one of the biggest beer beverages company in Vietnam,
which claims 51.4% of national market. Sabeco has 8 type of product such as Saigon
Lager 450 bottle, Saigon Export Beer bottle, Saigon Special bottle, Saigon Lager 355
bottle, 333 premium, 333 beer can, Saigon Special can, Saigon Lager can.
Saigon Beer has been evolved since 1977, from a small production of 21.5 million liters
to 1.59 billion lites of output in 2016, with striking achievement of 1.66 billion liters in
2017. Although in Vietnam's local market, there are many beer brands from around the
world, but Saigon Beer still hold leading Vietnam's beer market, still on the way to
conquer the other beer market like Germany, The Netherland, United States.
o Vision and Mission
- Vision
By 2025, Saigon Beer will become Vietnamese leading beverages industry in both
regional and international market
- Mision
According to Sabeco there are 4 focus mission:
1. Develop Vietnam beverage industry to World standards.
2. Appreciate Vietnamese cuisine culture.
3. Advance the life quality through the provision of high quality, safe and healthy
beverage products.
4. Bring the essential benefits to shareholders, customers, partners, employees and
society
- Achievement
In March 2019, Sabeco has received one of the top honors at the International Brewing
Award 2019. Saigon Beer was enlist as one of the best candidate to win the gold medal
for the International Smallpax Lager Competition. Saigon Beer was the first brewing
company from Vietnam to winning the award, to transmission the Vietnam's pride to the
world. This is just one of numerous award that Saigon Beer has received in many years.
With this success, Sabeco will go further and more achieves in the future.
Strength: High growth rate of revenue, Weaknesses: Domestic brewers mainly focus
approximately 13.3 percent per year for 2011– on the mainstream segment
2015 Increasing beer consumption, approximately 60–70 percent of raw materials imported
31.5 liters per capita in 2015 compared with 6.6
liters per capita in 2010 – highest in South East
Asia and fifth in Asia
Opportunities: Trend of increased consumption in Threats: Increasing competition from imported
the premium beer segment, helping to increase beer products, especially with TPP and the
value and create opportunities for new product Vietnam – EU FTA, with beer import taxes
development for brewers decreasing toward zero over 10 years
High growth rate of tourism industry and potential Changing tastes from the mainstream to the
for exporting beer products premium segment in which domestic brewers do
Economic integration with TPP creating not have an advantage
investment opportunities for FDI brewers and Slower growth rate of beer consumption due to
opening the global beer chain to domestic brewers tax policies applied since July 1, 2015.

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