MSN - Vietnam's No.1 Consumer Goods Group - Entering the Growth Today, we would like to introduce our valued customers at Hưng Đạo Investment to the next strategic investment opportunity: MSN - Masan Group Corporation.
Criterion 1: Leadership Team Assessment
“Quang Masan” – full name Nguyễn Đăng Quang, Chairman of the Board of Directors.
Danny Le – CEO of Masan Group Corporation.
Masan’s leadership team is a refined combination of finance, strategic vision, and technology—a blend of experience and innovation, tradition and modernity. Sometimes, their strategy resembles that of a business mafia—why do I say this? Read on to understand their product and service approach below.
Leadership ownership:
45% of publicly traded shares are in the hands of the Board of Directors.
25% is held by foreign investors and institutions.
Around 30% of free-floating shares are available for market making.
The concentrated ownership of MSN is at a moderate level, which may impact the company’s growth acceleration in the future. Particularly, after the 73-80 range, a significant stock transaction has already been executed.
Criterion 2: Masan’s Products and Services – Market Utilization & Competitive Advantage
MasanAuth follows these core values:
Masan's two golden eggs:
Consumer Goods (Masan Consumer)
Retail (WinCommerce)
These two core business segments contribute nearly 80% of Masan Group’s revenue and profit and are its key growth drivers in the coming years.
Nearly 99% of households in Hanoi currently use Masan’s products, such as:
Fish sauce, seasoning, instant noodles, chili sauce, detergent, bottled water, beer, soft drinks, etc.
Shopping at WinMart and WinMart+ stores, despite slightly higher prices compared to traditional markets.
Masan dominates five key product categories with annual revenue of $150-250 million each:
Kokomi, Omachi, Chinsu, Nam Ngư, Wake-up 247, contributing 80% of Masan’s total dollar revenue.
Even those who previously had no preference for Masan’s products have unknowingly become loyal customers. The company has successfully infiltrated consumer habits by:
Owning thousands of WinMart stores, strategically located near residential areas, schools, and commercial hubs.
Optimizing shelf space, ensuring Masan products are always available while competitors’ products gradually disappear.
Masan’s products may not be the best, but they have successfully shaped consumer behavior. This is a competitive advantage that Mobile World (Thế Giới Di Động) cannot replicate in retail—they can only follow or play catch-up.
Criterion 3: Financials, Assets, Debt, Profit Margins
Masan’s revenue has doubled compared to the 2015-2019 period (VND 31,000-45,000 billion), reaching VND 77,000-88,000 billion in the past 5 years.
In 2024, Masan achieved VND 83,456 billion in revenue.
Hưng Đạo Investment projects a 40-50% revenue growth from 2025-2029, reaching VND 130,000-140,000 billion.
Key financial highlights:
Debt: Masan’s total debt stands at VND 65,000 billion, representing 44% of total assets (VND 147,000 billion). Although not a risk, high debt levels impact short-term profits due to VND 2,400 billion in annual interest expenses.
Liquidity: Cash and cash equivalents are VND 16,000 billion, a strong indicator of healthy business operations.
Selling expenses: Increased to VND 14,500 billion in 2024, up from VND 11,500-12,500 billion in previous years, signaling strong sales expansion.
Profit margins: Improved for three consecutive years, reaching 29.6% in 2024 (vs. 28.3% in 2023).
With Vietnam’s GDP growth target of 8% in 2025 and at least 10% in 2026, Masan is well-positioned to capitalize on macroeconomic expansion.
Criterion 4: Market Outlook, Valuation, and Investment Strategy
What’s next for MSN’s stock price? How should individual investors position their investments?
📌 Follow our updates for Masan’s 2024 Annual Report, set to be released in Q1 2025, for more details on upcoming strategic growth opportunities.
