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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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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, questionnairewe 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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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 inh 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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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 Vinamilks 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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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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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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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 Vinamilk Dielac Redielac V-Fresh Vinamilk coffee Frequency 10 7 8 5 6 Cumulative 10 17 25 30 36 Percentage 25% 17,5% 20% 12,5% 15%

Condensed Milk Total

4 40

40

10%

Frequency kind of Vinamilk product

10% 15% 12.50%

25%

Vinamilk Dielac 17.50% Redielac V-Fresh Vinamilk coffee Condensed Milk

20%

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8|P ag e VINAMILK Cumulative frequency kind of vinamilk product

45
40 35 30 25 20 15 10 5 0 Vinamilk Dielac Redielac V-fresh Vinamilk coffee Condensed Milk 10 17 20 25 36 40

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 Dutch Lady Nestle Abbott Mead Johnson Total Frequency 15 5 12 8 40 Cumulative 15 20 32 40 Percentage 37.5% 12.5% 30% 20% 100%

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9|P ag e VINAMILK Frequency of other brand

Mead Johnson Abbott Nestle Dutch Lady 0 5 10 15

Cumulative frequency of other brand

45 40 35 30 25 20 15 15 20 Cumulative frequency of other brand 32 40

10
5 0 Dutch lady Nestle Abbott Mead Johnson

Comment: The pie chart shows that Dutch Lady can be competitor for Vinamilk. Theres 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.

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Your age group Items <18 18-30 30>50 >50 Total Frequency 9 16 10 5 40 Cumulative 9 25 35 40 Percentage 23% 40% 25% 13% 100%

Frequency of age
20 16 15 10 5 0 <18 18>30 30>50 9 10 5

>50

cumulative of frequency age

45 40 35 30 35 40

25
20 15 10 5 0 <18 9

25

18>30

30>50

>50

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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 010 1030 3070 70150 Total x 5 20 50 110 F(frequency) 6 10 11 13 40 F(x) 30 200 550 1430 2210 X2 25 400 2500 12100 15025 F(x2) 150 4000 27500 157300 188950

70-->150

0-->10 14 12 10 8 6 4 2 0

10-->30

Frequency of money spend

30-->70

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12 | P a g e VINAMILK Cumulative frequency of money spend

45
40 35 30 25 20 15 10 5 0 0-->10 10-->30 30-->70 70-->150 6 16 27 40

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 1 to3 3 to 5 5 to 7 7 to 9 9 to 11 Grand total 2 4 6 8 10 5 7 10 9 9 40 10 28 60 72 90 260 4 16 36 64 100 220 20 112 360 576 900 1968 x F(Frequency) F(x) X2 F(x2)

The range = Highest Value-Lowest Value=11-1=10 Mode=5 Mean= f(x)/f=260/40=6.5 Quartiles: n = 40

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- Median =

n 1 = (40+1)/2= 20,5 2 n 1 = (40+1)/4 = 10, 25 4 3(n 1) = 3*(40+1)/4= 30, 75 4

- Lower quartile (Q1) = - Upper quartile (Q3) =

- Inter-quartile range = Q3 Q1 = 30, 75 10, 25 =20, 5 Median = (n + 1)/2 = (40+1)/2 = 20. 5 We have: = = 40 =6.5. Variance=
2 260

- ( )2=

1968 260

(6.5)2=34.68077

Standard deviation = 34.68077= 5.8890

5.8890 Co-efficient of variation= = =0.906 6.5

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

- Lower quartile (Q1) = - Upper quartile (Q3) =

n 1 = (40+1)/4 = 10, 25 4 3(n 1) = 3*(40+1)/4= 30, 75 4

- 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 (VN) 1 2 3 2.000.000 3.800.000 5.600.000 The money (VN) 82.000 30.000 100.000

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4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33

3.200.000 2.300.000 8.800.000 4.000.000 3.500.000 2.100.000 6.000.000 2.000.000 1.400.000 4.200.000 9.000.000 5.400.000 6.600.000 4.300.000 6.800.000 4.500.000 3.300.000 4.200.000 5.300.000 7.000.000 6.900.000 8.000.000 5.400.000 1.200.000 7.600.000 5.700.000 4.300.000 8.000.000 9.500.000 5.700.000

200.000 45.000 353.000 86.000 68.000 100.000 298.000 53.000 23.000 34.000 234.000 87.000 224.000 200.000 300.000 120.000 56.000 96.000 67.000 100.000 45.000 53.000 70.000 42.000 200.000 150.000 90.000 100.000 300.000 64.000

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34 35 36 37 38 39 40 Total

3.000.000 3.200.000 7.500.000 4.100.000 4.200.000 8.000.000 1.000.000 198.600.000

48.000 72.000 83.000 152.000 200.000 250.000 70.000 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:

[n x 2 x ][n y 2 y ]
2 2

n xy x y

. (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 =198.600.000*4.945.000=982077*109 , n = 29.156 1010 2 =119.198*1012, ( )2 =3944196*1010 . n 2 =40*119.198*1012=477.782*1013

y
R=

=914.393*106,

y = 24453025*106 n y
2

=914.393*106 *40=3657572*106

Apply on (1), we have:

292.1561010 982.077109 477.78210 13 3.944.1961010 [3.657.572106 914.39310 6 ] 952861,410 9

3289,11970510 3

=-0, 2897*103

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

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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
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

Age
18 39 33 21 16 45 22 20 17 35 22 18 39 48 43 55 50 34 49 46 18 19 25 27 29 45

Income 2.000.000 3.800.000 5.600.000 3.200.000 2.300.000 8.800.000 4.000.000 3.500.000 2.100.000 6.000.000 2.000.000 1.400.000 4.200.000 9.000.000 5.400.000 6.600.000 4.300.000 6.800.000 4.500.000 3.300.000 4.200.000 5.300.000 7.000.000 6.900.000 8.000.000 5.400.000

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27 28 29 30 31 32 33 34 35 36 37 38 39 40 17 17 33 41 18 27 17 49 34 33 19 33 51 18

1.200.000 7.600.000 5.700.000 4.300.000 8.000.000 9.500.000 5.700.000 3.000.000 3.200.000 7.500.000 4.100.000 4.200.000 8.000.000 1.000.000

Income and the age

10000000 9000000 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 0 10 20 30 40 50 60

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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 customers 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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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)

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