Our Approach to Transformation

Driving market leadership with best-in-class operating platforms.

Sustainable growth can only be achieved through building best-in-class systems and operating platforms. When we enter a sector, we develop a bespoke strategy and repeatable models to drive market leadership in each business line. This enables us to invest continually in best-in-class operating platforms. Over the past several years, we have invested in power brands, innovation, various consumer tech platforms distribution networks, production facilities and most importantly, talent.


To be the pride of Vietnam by winning the love of consumers

The Masan Way Our Approach to Transformation

With strong brand equity, we have transformed our branded food and beverage and meat platforms to become market leaders across the categories they operate in. Our approach to organically develop or acquire power brands which are trusted by consumers is in line with our belief of focusing on the consumers’ daily basic needs.

We have the largest and deepest distribution network in Vietnam with the ability to reach Vietnamese consumers quickly and effectively. This is critical as up to 70% of Vietnam’s population is still rural and relies on general trade. While modern trade is currently not the dominant channel for retail sales, it is expected to grow rapidly, driving our decision to acquire VinCommerce in 2019 and providing a steppingstone for Masan to develop an omni-channel retail presence in Vietnam, an O2O “Consumer Tech” platform that will enable us to not only sell products and services, but create consumers experiences to drive loyalty and mindshare.

Masan’s track record of building market leading brands would not have been possible without real innovations that can deliver benefits to our consumers. Innovation not only underpins our efforts to enable consumers to pay less for their daily basic needs, but also drives the development of new consumer tech solutions and benefits to drive the premiumization of our categories.

In a market where experienced talent is scarce, we have invested to build strong professional management teams at all levels in our organization. We believe in hiring professionals who have a mix of international experience and a track record of business execution in emerging markets through brand building, local distribution, and product innovation.

We have built and operate 29 state-of-the art production and processing facilities in Vietnam that can be recognized as best-in-class not only in Vietnam, but globally. Through economies of scale, we aim to drive productivity that can enable us to meet the daily basic needs of consumers at more affordable price points


All Masan's products in each and every Vietnam household
At least one Masan's product in each and every household globally