Improved living standards will result in considerably increasing needs for foods and drinks, especially beer. Mr Raymundo Albano, CEO of San Miguel in Vietnam, said the beer consumption has increased 10-12 per cent annually in the past 10 years. Vietnam Business Forum has an exchange talk with him on the beer market in general and the development of San Miguel in Vietnam in particular.
Would you mind telling about the San Miguel plan to expand the market share in Vietnam?
San Miguel commits to long-term development in the Vietnamese market. We believe in the market potential and are striving to increase the high-grade beer market segment - an attractive and potential segment. Our plan is to intentionally select markets, distribution channels and sales points and to compete with balanced sales strategies in approaching consumers and distributors.
How is the global economic recession affecting San Miguel Vietnam?
Like other enterprises, the economic recession has certain effects on San Miguel Vietnam. Incomes plunged on weaker purchasing power and inflation inflicted on consumers’ budgets. We clearly anticipated the weakening demand of customers for our products. In addition, rising input costs cause more difficulties to our production activities. At this point of time, this is our short-term obstacle. Luckily, economic forecasts show signs of economic recovery which is expected in 2010. This will certainly give a boost to the food and drink industry
What is San Miguel Vietnam’s output in 2010?
We have obtained the permit from the government to scale up our production output to 500,000 hectolitres but we will base on specific business plans and economic efficiency to set production outputs. We will spare no effort to boost domestic sales and exports to maximise our production capacity.
Many foreign companies are entering Vietnam by cooperating with local strategic companies. Is it the way for San Miguel?
We continue exploring the best business opportunities in Vietnam and will not be limited in other options. At present, as a high-grade beer producer, we always focus on the most effective and feasible strategies to enlarge our market shares. Currently, we concentrate on increasing the presence of our products in target market segments and suitable distribution channels and launching rational promotion programmes for consumers and distributors.
What is your forecast for Vietnamese beer market?
We anticipated that the Vietnamese beer market will continue to expand. Per capita beer consumption will continue to increase 10 per cent-12 per cent annually in the next 10 years and the growth has been stronger in the past five years. This is one of the highest growths in Asia - Pacific. In the medium term, we still believe in this growth trend.
Reported by Le Phuong
Vietnamese
