Page 23 - [STUDY CASE_GROCERY WARS] Report

THE CROWNX'S

COMPETITIVE FORCES MODEL

1. Traditional Competitors

In Vietnam, Shopee, Tiki, Lazada, and Sendo are the leading e-
commerce providers, with Shopee being dominant for many years.
Shopee has also already offered its customers online grocery shopping
services through Shopee Supermarket, with products from many

retailers including Big C, Circle K, Co.op Mart, Vinamilk, etc. This may
be considered a formidable obstacle for The CrownX in developing its
grocery e-commerce channel.
In terms of physical merchants, The CrownX has an overwhelming

advantage in offline distribution when owning more than 2,500
modern retail stores VinMart, VinMart+ nationwide, combined with
more than 300,000 traditional selling points thanks to Masan
Consumer's close relationship. Saigon Co.op and Satrafoods are

considered two of The CrownX's primary competitors.

2. Threat of New Market Entrants

As a merger of Masan - Vietnam's leading consumer goods
manufacturing corporate, and VinCommerce - Vietnam’s largest retail

brand, The CrownX has a relatively low threat from new entrants.
However, it is also possible to be affected when other similar mergers
or combinations occurs.

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