Business Case Challenge guidelines

Congratulations! You are cordially invited to the Business Case Challenge in the workshop The
customer is always right Culture or Company values from Cargill.
In this workshop, you are divided into groups as below, please contact your group before the event
for better preparation.
Special prize for the Winning Team:
- 65% of Scholarships for Start-up course at YUP! Institute for all members from workshop winning
team from YUP! Institute with the value of 11,2 mil VND and will have a chance to win 3 full
scholarship of YUP! with the value of 17 mil VND
- Special gifts from the company.
elowistheinteresting
B
casestudy
designedforyoubyCargill!

CUSTOMER-CENTRIC CULTURES AND CORE VALUES OF CORPORATION

I.
General Introduction about company

(Industry, Product, Vision, Mission, Stakeholders)

Cargill is an international producer and marketer of food, agricultural, financial and industrial products
and services, around the globe with over 143,000 employees in 67 countries.
Cargill started in Vietnam in 1995. Now Cargill has 8 plants nationwide (Bien Hoa, Long An, Dong Thap,
Can Tho, Binh Dinh, Hung Yen, Tien Giang and Hanam) to produce livestock and aqua feed over 1,200
employees and a network of 2,000 dealers throughout the country. We have expanded the Binh Dinh
Portable Mill from 5kmt/month to permanent mill 20kmt/mt which will be fully in operation in May
th
2014. We are investing the 9
plant in Nghe An and going to operate in 2015. Cargill Vietnam has
been recognized as No. 1 in
The most attractive Employer Brand
award for Agriculture, Feed,
Forestry industry for the 2 consecutive year 2013, 2014
Business Model: Cargill products are distributed through dealers and sell directly to big Farms.
Cargills products: Livestock (swine and poultry) and Aqua (fish and shrimp)
Cargill Vision: The best animal nutrition company in Vietnam . Zero accident. High employee
engagement. Enriched Communities, Organic and strategic Growth
Business focus is
Better nutrition for better lives

.
Cargill Mission: Create distinctive value; Cargill in Vietnam is living that vision by being devoted to
the improvement of the Vietnameses living standard through relentless promotion and
development of livestock and aqua production in Vietnam
Cargill core value: Integrity, Respect for others, Passion for success and Commitment to serve.
Cargills strength: advance nutrient optimization technology by providing comprehensive
animal nutrition solutions that leverage our global best practices and local market knowledge,
strong brand recognition, high technology, high engaged employees.
Feed Industry introduction - Vietnam market
Feed market is growing fast with over 5%/year. It is quite potential market
A country with over 3 million husbandry farmers with low performance - How to
Increase their competitive ability is very important things.

Stakeholder Group

Requirements

Expectations

Corporation - Cargill Inc.

Safety,
Engaged
employee,
Satisfied
customer,
enriched
community , profitable
growth

Cargill
use
5
requirements
in
achieving Cargill vision
and mission.

Government

Comply to local laws

(Taxes,
Environment,
Fire)

Internal and External

Monitoring system to
comply. Create and
Provide Employment for
local community

Community

Respect the culture and

norms of the community

Enriches
community
through Cargill Cares
Program,
Earth day
program.

Dealers

Comply
with
local
regulation in business
transaction

Provide right offerings to

the market to make
dealer competitive in the
market and grow their
business in the segment.

Animal Producers

Comply
with
local
regulations in animal and
food industry

Provide
optimum
nutritional solutions to
Vietnamese farmer at
reasonable price

Partner Banks

Comply with Local State

Bank Policy

Maximizing
instruments
business

II.

in

bank
our

Case Introduction

1.. Reality of difficulties/challenges that company is now facing (Require fact and data or report
from company)
Feed industrys competitive environment: Cargill is one of the leading companies in the Feed
industry in Vietnam. However, Cargill face tough competition from both multinational companies
and local feed producing companies. The challenges come from different market forces:

Formidable new players keep investing in Vietnam markets. Local competitors are
improving their competitiveness. Thus Cargill business partners are facing more challenges than
before.

As more information available, technology gap among feed suppliers has been narrowed
significantly. Technology leader in the past market is not able to enjoy the technical advantage at
the same level as it was in the past. Product cycle has been reduced dramatically thus need to
update or modify products at much shorter interval.

Animal husbandry is undergoing significant changes over last few years. Farm size has been
kept increasing and is expected to grow faster in next several years. Thus more producers will
require high level technical services and the role of dealers is being asked to change from a
warehousing and financer provider to technology and business consultant.

The animal husbandry and feed industry has been developing at extremely high rate, while
the talent pool and the speed of capability developed has not been able to supply enough
experienced talent in this market. Cargill has been well known for its training capacity and
competitors are always at hunt for Cargill experience.


Cargill is focusing on being a nutrition provider thus only play with feed supply in the total
value chain, while other key competitors are moving into other sectors in the value chain such as
genetic supplier, meat processing. And some giants are even building a strong vertical integration
system thus free market for commercial feed companies will be decreasing.

As a global company Cargill strictly comply with local regulation and law, and Cargill also has
a very strict in company regulation thus has very limited flexibility in some area such as safety
related area, business ethics and finance control etc. while some local competitors are much more
flexible in running business in Vietnam.

3. Questions for students with clear KPI and MoS

Objective
: Cargill aims to be Number one in Feed industry in Vietnam.
Can you please recommend business strategy to support Cargill achieve the objective
Please find your name in the list of attendants for this challenge. Its important that you note down
your code for check-in process.
Your code

Group in
Workshop

Your first
name

Your last
name

81

Seizana

Pen

82

Monyputhy Johnny Ly

Your workshop
Your email
seizana.pen@aiesec.net

Cargill

ly.monyputhy@aiesec.net

Cargill

yennhidhv@gmail.com

Cargill

83

Nhi

Huynh
Yen

84

Dung

V Hong

dungvh@kaslite.org

Cargill

Trang

Dang Thuy

dangthuytrang46@gmail.com

Cargill

86

Diu Lan

V Th

vothidieulan.15@gmail.com

Cargill

87

Khuyn

L Ngc Bo lengocbaokhuyen8494@gmail.com

Cargill

88

Ngc

Ng Khnh

ngocnk@kaslite.org

Cargill

89

PHAM

DUC

phamduc171ptit@gmail.com

Cargill

Nh

V Qunh

Quynhnhu17391@gmail.com

Cargill

91

Tm

Trn
Ngc

bright.tamtran99@gmail.com

Cargill

92

Hoang

La Hong

lahonghoang@gmail.com

Cargill

Phan

Thi
Thanh
Truc
ptttruc0308@gmail.com

85

90

II

93
III

Thi

Th

Cargill

94

Anh

Hong Lan

95

Vy

L Trn Tho vyly.iuerd@gmail.com

Cargill

96

Linh

Le Hoang My mylinhftu2@gmail.com

Cargill

97

Min

Bi
Phm
Thu
BuiPhamThuyMien@gmail.com

Cargill

98

Anh

Bui Thi

buithianh93@gmail.com

Cargill

99

Kim Tho

Le Thi

kimtholethi@gmail.com

Cargill

Trm

Nguyn
Ngc

trammie.nguyen0107@gmail.com

Cargill

Nguyn

Trn
Anh

lalulu208@gmail.com

Cargill

Thao

Thi Phuong,
Ha
phuongthao2873@gmail.com

Cargill

Quan

Nguyen
Nang

Cargill

Vy

L
Hunh
Phng
phuongvy2442@yahoo.com

Cargill

105

Thuy

Nguyen Thi bichthuynguyen.nt003@gmail.com

Bich

Cargill

Trang

Hunh
Phng

phuongtrang.huynh.37@gmail.com

106

Cargill

107

Long

Ng Kim

kimlong.ngo@gmail.com

108

Dao

Do Ngoc Anh daodna169@gmail.com

100

IV

101
102
103
104

109

Cargill

Lan

quannguyennang@gmail.com

Cargill
Cargill

Huyen Dieu Nguyen Bang Dieuhkvn@gmail.com

Cargill

110

Dieu Oanh

dieuoanhkt@gmail.com

Cargill

111

Huong Kim Dinh Ngoc

dnhkim.amity@gmail.com

Cargill

112

Minh

Do Ngoc

dongocminh.htbh@gmail.com

Cargill

113

Hong

Duong

duonghongba@gmail.com

Cargill

Xuan

Nguyen Tran h.nguyen-tran-xuan@vatel.vn

Cargill

115

Ha

Trinh
Ngan

Cargill

116

Diep

Ha Bich

habichdiep95@gmail.com

Cargill

117

Y Lan

Ha Huy

hahuyylan@gmail.com

Cargill

114

VI

hoanglananh14@gmail.com

VII

Nguyen Thi

Vu ha.trinh.k2sba@eiu.edu.vn

119

Hai Phong

Pham

120

Hanh

Pham
Hong

121

Trinh

Le Thi Uyen

hanly279@gmail.com
hoangan0806@gmai.com

122

Thai An

Hoang
Nguyen

123

Hoang
Dung

Pham

Hoang
Giang

Nguyen

124

IX

haiphongpham1995@gmail.com

Cargill

Thi hanhpth8393@gmail.com
Cargill
Cargill
Cargill
hoangdung.pham2710@gmail.com
Cargill
hoanggiang.nguyen@gmail.com
Cargill

Hoang
Khon

Nguyen

126

Hang

Nguyen
Minh

127

Long

Ng Phi

philongngo91@gmail.com

Cargill

128

Ngoc

Vu Thi Bao

baongoc74.kt@gmail.com

Cargill

Trang

Pham Quynh quynhtrangpham1911@gmail.com

125

129

X
Good luck!

hoangkhon.nguyen@aiesec.net
Cargill
Do nguyendominhhang.0512@gmail.co
m

Cargill

Cargill