Transcript Vietnam - Ram Pages

Vietnam
Group 1: Jamie Manning, Melissa Hendry, George Butler, Huyen Nguyen
Country Flag
❖ Yellow represents Vietnamese people
❖ Red symbolizes revolution and blood
❖ Five-pointed gold star represents five
main classes in Vietnamese societyintellectuals, farmers, workers, traders
and soldiers
https://www.youtube.com/watch?v=MH85eNTUykY
Country Profile
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Location: Southeast Asia, lat of 15.4549oN and long of 106.5760oE
Capital: Hanoi
Largest City: Ho Chi Minh City (Saigon)
Area: 332,698 km2, 6.4% is water
Population: 93,475,941 people (2015)
Population density: 279 people per km2
Official language: Vietnamese, Khmer and Cham for minority groups
Independent day: September 2, 1945
Calling code: +84
Time Zone: UTC+07:00
Bordering countries: Cambodia, Laos, China
Internet TLD: .vn
Official religion: none, recognition Buddhism, Catholicism,
Protestantism, Islam, Cao Dai, and Hoa Hao
❖ Currency: Vietnamese Dong (VND)
❖ Median age: 30.3 years
❖ Literacy: 94.5% (definition: age of 15 or over can read and write)
Environment Analysis
❖ Type of Government: Socialist Republic of Viet Nam
❖ Politics: stable, unwelcomed dissent, rare internal conflict
➢ Low terrorism threat
❖ Economic:
➢ Stable macroeconomic conditions
➢ Curbed inflation
➢ Growing industry
➢ Increase foreign trading
Opportunities
➢ Rapid urbanization, busier lifestyles
➢ Joined the WTO in 2007 and participating
in the Trans-Pacific Partnership (TPP) Negotiations
Challenges
➢ Uncertainty of government regulations
➢ Strong competition
➢ Unclear intelligent property right
Purchasing Power
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GDP - $187 billion
GDP per capita- $3,800
State-owned enterprises make up 40% of GDP
The main consumption in the country that makes up most of the purchasing power is household consumption with
66.3%
➢ Government consumption- 6.3%
➢ Investment in fixed capital- 23.7%
GDP of sector
➢ Agriculture- 17.9
➢ Industry- 38.1%
➢ Services- 44%
Vietnam’s export-oriented economy has a GDP growth rate of 5.4% which was one of the slower growth rates since
1999
Exports have grown strongly and several administrative actions brought the trade deficit back into balance
Disposable income has increased due to the government’s reform policy to open the market
Food Culture
❖ Rice is the dietary staple which most people eat three meals a day
❖ Vietnamese often accompany these main dishes with leafy vegetables and small bowls of salty sauces in which they
dip their food
❖ Special dipping sauce is salty fish sauce called “nuoc mam”
❖ Beside rice, Vietnamese people also enjoy eating noodle and vermicelli soup
❖ Traditional meal of old Vietnamese include rice-vegetable (soup)-fish, however, sometimes they replace fish with meat
including beef, buffalo, duck, chicken, pork
http://www.buzzfeed.com/diepc/20-vietnamese-foods-you-really-should-be-trying-c8w4#.oj44YavaMJ
Attitude toward America
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The Vietnam War was November 1st, 1955 through April 30th,
1975
After the war there was a lot of restrictions of Americans and
Vietnamese traveling to and from the countries.
The older generation are content with the communist place they
live, they are accustom to living life by control and don’t really
want anything to do with other countries.
The younger generation, wants their children to have a better future,
which is coming to the United States of America
The Vietnamese people want their children to come to America to
get a better education, especially women because the US is more
accepting of everyone given equal opportunity.
Currently, strongly favors made-in-US products and US foods
Company Profile
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International retailer of premium high quality sweet treats
Founded in 1937
Headquartered in Winston-Salem, North Carolina
Traded on the NYSE on May 17, 2001 under the ticker symbol KKD
First international store opened in Canada on December, 2011
Currently over 1,000 shops in 24 countries around the world
Employed approximately 4,300 employees
Committed to strong local community relationship
https://vimeo.com/26776644
Product Profile
❖ Signature hot Original Glazed® doughnut
❖ 55 types’ of doughnuts
❖ 35 different drinks including mocha, latte and coffee
Why Vietnam?
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Growing economy and curbed inflation
Growing western-style food trend
Adopting modern lifestyle
Generally youthful generation
Favor U.S. food chain
Social Status indication
Target Market Analysis
❖ Youths/ teenagers
❖ Family
Potential Challenges
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Uncertain government regulation
Insource the ingredients
Different taste
Price match
Strong competition
Limited good location
Unclear intelligent property right
Competition Analysis
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Dunkin Donuts
Starbuck Coffee
McDonald's
KFC: 137 outlets
Burger King
Jollibee: Filipino brand with 39 outlets
Lotteria: korean brand with 86 outlets
Popeyes
Domino's Pizza
Pizza Hut
Product Decisions
❖ Global localization (glocalization): core product strategy
❖ Global branding:
➢ Signature hot Original Glazed® doughnut
➢ Friendly services & clean
❖ Localized marketing adaption:
➢ Sweet treat & cafe style
➢ Less sweet
➢ Yellow mung bean
➢ Coconut ingredient
➢ Real fruit smoothies
➢ Crispy doughnuts
Promotion Decisions
❖ Advertising objectives
➢ Position brand
➢ Creation demand
➢ Popularity
➢ Competition
➢ Supporting salesforce
❖ Media decisions
➢ TV & radio ads
➢ Youtube ads
➢ Poster
➢ Facebook
➢ Event marketing
❖ Message decisions
➢ Home Sweet Home
➢ Free first 200 people
➢ Buy a dozen, get a dozen free
➢ 50% of combo
Distribution Decisions
❖ Ho Chi Minh City
➢ Crowed population
➢ Fast economic pace
➢ High GPD
❖ Open from 7AM to 10PM, 7 days a week
Pricing Decisions
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Inexpensive local ingredients
Importing special ingredients
Large quantities
Low production cost
Penetration cost
References
http://www.worldometers.info/world-population/vietnam-population/
http://vietnamflag.facts.co/vietnamflagof/vietnamflag.php
https://www.cia.gov/library/publications/the-world-factbook/fields/print_2103.html
http://www.mapsofworld.com/infographics/fast-facts/infographic-of-vietnam-fast-facts.html
http://www.mapsofworld.com/vietnam/vietnam-location-map.html
http://www.chinhphu.vn/portal/page/portal/English/TheSocialistRepublicOfVietnam/AboutVietnam
http://www.nytimes.com/2014/04/01/business/international/competition-intensifies-in-vietnams-aviation-sector.html?_r=0
https://www.gov.uk/government/publications/overseas-business-risk-vietnam/overseas-business-risk-vietnam
http://www.bbc.com/news/world-asia-pacific-16567315
https://ustr.gov/sites/default/files/2013%20NTE%20Vietnam%20Final.pdf
http://www.everyculture.com/To-Z/Vietnam.html#ixzz3gkvfgWpg
https://www.cia.gov/library/publications/resources/the-world-factbook/geos/vm.html
http://www.simplywood.us/garland/sea_viet/lifestyle.htm
http://www.internations.org/vietnam-expats/guide/living-in-vietnam-15470
http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Processing%20Ingredients_Hanoi_Vietnam_1-25-2015.pdf
http://krispykreme.com