Tiêu đề [Vinamilk GTP] Functional Case Study_Commercial Expansion.pdf ✅

Vinamilk is Vietnam’s largest dairy company and among the Top 40 dairy brands globally in terms of revenue. We are recognized for our strong legacy in nutrition innovation and brand trust, while being ranked the 6th most valuable dairy brand in the world. In today’s rapidly evolving consumer and retail environment, Vinamilk is accelerating its digital transformation across channels, with E-commerce identified as a key growth engine to sustain scale, strengthen profitability, and engage the modern consumers. This case is designed to evaluate your strategic thinking, structured problem-solving, and ability to derive commercial insights based on real-world challenges we face in digital commerce. We are not expecting perfect answers, but rather a thoughtful approach, customer-obsessed mindset and understanding of Vinamilk. About Vinamilk Background: Over the past 2 years, Vinamilk has made significant progress in digital commerce/ ecommerce space, growing double digits and establishing presence across a variety of platforms: Owned digital platforms (Vinamilk website & app) also known as brand.com 3rd-party e-commerce platforms (Shopee, Lazada, TikTok Shop) Quick commerce (Grab, Shopee Food) Retail ecommerce (Tiki, etc) & B2B models (Vinamilk’s partners) Vinamilk has started piloting online expansion into Singapore via Shopee and smaller distributors. While Singapore is a small market, it has high purchasing power, strict regulations, and a modern digital commerce landscape. Initial results have been underwhelming in terms of sell-through and consumer traction. The leadership team wants to understand: What’s not working? What quick pivots can we make? And how should we set up the next 6 - 12 months to ensure success? Welcome to the Business Case Assessment for the E-commerce Team – Strategy & Innovation Office at Vinamilk. Business Challenges Position: E-commerce - Commercial Expansion Submission Deadline: 1:00 PM July 27, 2025 VINAMILKGRADUATETALENTPROGRAM2025 FUNCTIONAL CASESTUDY