tiểu luận REPORT INTERNATIONAL MARKETING FOR RED BULL

For nearly 20 years "supplying energy" to Vietnamese users with internationalquality products, Red Bull constantly inspires Vietnamese young people to discover their own potential, overc

UNIVERSITY OF ECŨNŨMICS AND FINANCE

ÚEF

INTERNATIONAL MARKETING

FOR RED BULL

> Ho Chi Minh City, January 10, 2021

PopulationEconomics statistics and activity

-Developments in science and technology

Channels of distribution (macro analysis)

13 14 Executive summary -

PRELIMINARY MARKETING PLAN

21

\ 1 EXECUTIVE SUMMARY

\ Based on the analysis of culture, economy and also market audit and competitive market analysis, from there, the

s team came up with a marketing plan for red bull when entering the vietnamese market as follows:

According to Numerator, the target audience of Red Bull is mainly between the ages of 15 to 45 year old, both male

4* and female, who have an average to high income, likes sports, extreme sports and athletic events Red Bull's

customers can be defined as young, independent professional with big dreams and aspirations

s Sales and profit forecast years 1-5

5 YEARS PROFIT FORECAST

Sell out in

\ SWOT analysis: Red Bull's business strengths include a powerful brand and a unique, sports-based marketing

s strategy The company does suffer from two weaknesses; specifically, a limited product range and the high price tag

s for their primary offering Opportunities for Red Bull include emerging markets, new product lines, and healthy

s alternatives As in all industries, a major threat for Red Bull is competition Other threats include product staleness

and health-related regulation

About marketing mix: For products, focus on energy drinks product line to bring to Vietnam market Regarding theprice, there are two types of prices: retail Price: 10,000 - 12,000 VND / a can and wholesale Price: 200,000 VND /

1 pack of 24 cans Regarding distribution, our team recommends the safest way to enter into a new market for RedBull by using a relevant low risk entry mode: Licensing or Joint Ventures For promotion, we mainly use two tools(advertising, sales promotion) to help to improve the product's image, credibility, and visibility - uses all accessiblemedia outlets via which it communicates with its core target market-young people

Social

media

Facebook,Instagram

220,000,00 0

600,000 people reachable on Facebook and Instagram in 6 months

customers buy a pack of Redbull (6 cans)

Additionally, in some countries, Red Bull's success story is remarkable as the soft drink industry is one with highbarriers to entry and soft drink companies have to deal with high buyer power of distribution and retailers This is alldue to the dominant brands like Coca Cola and Pepsi having a tight grip on the retailers and their shelf space.However, Red Bull has been able to enter the Vietnamese market successfully by innovating in a variety of ways:

mental energy

approach of the incumbents

created by offering gain among the consumers by products in alternative channels, for example bars andhealth clubs

the incumbents

\ 2 INTRODUCTION TO RED BULL /

\ 2.1 The Birth of Red Bull

\ Many great ideas are born in a bar, and Red Bull is no exception In 1982, Dietrich Mateschitz—an Austrian native ỷ

\ and an employee of Unilever—was sitting in a bar of the Mandarin Hotel in Hong Kong on one of his many business t

\ trips to Asia As he sipped on his drinks, he came up with the idea to commercialize energy potions— highly i

caffeinated drinks that enjoyed wide popularity in Asia—to the western markets

Dietrich approached TC Pharmaceuticals of Thailand and asked for the foreign licensing rights of Krating Daeng — /

the original “Red Bull '' energy potion The Original Red Bull is quite different from the western version as it came í

\ in a glass bottle, syrupy (like a cough syrup), and non-carbonated It also catered to blue-collar workers, and had an t

\ image of being the drinks for truck drivers The owners of TC Pharmaceuticals agreed to the offer in return for }

Unlike the original Red Bull, Dietrich did not pursue the blue-collar market He decided to cater to a younger and j more active segment that enjoyed night-clubbing and extreme sports In short, his strategy was to convert a “blue j collar” drink of Asia into a “hip” brand in the west In order to fit European tastes, the original formula was refined j

by making it less syrupy and by adding a “fizzy” touch through carbonation After three years of preparatory work, j Dietrich launched the Red Bull Energy Drinking Austria in 1987, and sold 1 million cans in the Austrian domestic j

Red Bull followed a “start small, grow big” strategy, which lead to its sustained growth over eighteen years Their \growth was triggered in 1992, when Red Bull began its international expansion to Hungary After that, Red Bullengaged in a series of aggressive international expansion, with significant moves being 1994 (UK, Germany,Netherlands and Switzerland), 1995 (Eastern European countries, Brazil and Australia), and 1997 (USA) As a result,

Red Bull is now available in over 100countries world-wide Today, what began as an idea in a bar became a f phenomenally successful venture with reported annual sales of 1.5 billion cans or $1.55 billion in 2003 The company f remains private under the same ownership With essentially one product from Asia, Dietrich became one of the most f successful business persons in the world, which is exemplified by his recent addition to the Forbes’ “List f

Red Bull is characterized by two elements in its formula—caffeine and energy-enhancing ingredients - which thecompany claims to make it the perfect drink to energize the body before strenuous activities such as extreme sports

and all-nightclubbing Red Bull contains 80 \mg of caffeine, which is almost twice that of a can of Coca Cola or y

Pepsi, or an equivalent to a cup of filtered coffee Energy-enhancing ingredients include Taurine (amino acid),

Glucuronolactone (carbohydrate), and several other sugars and vitamins The drink is available only in a 250ml can j

s Red Bull was invented based on the inspiration of Thailand's Krating Daeng energy drink This is a cheap drink that

is very popular with long-distance drivers in Thailand Based on this water Dietrich Mateschitz has changed some

flavours suitable for Westerners And in fact, Red Bull is the English name of Krating Daeng which means red bull V

The product has yellow water, the consistency is better than other types of water, the strong taste makes the mind

Constantly affirming its reputation, helping to increase energy for the body and mind, Red Bull was officially present

in the Vietnamese market in 1999 For nearly 20 years "supplying energy" to Vietnamese users with internationalquality products, Red Bull constantly inspires Vietnamese young people to discover their own potential, overcome

\ The ingredients in Red Bull energy drinks completely meet Vietnamese standards and are non-toxic to consumers, t

\ certified by the Department of Food Hygiene and Safety under the Ministry of Health Red Bull in Vietnam has t

s always kept its traditional taste until now In the international market, Red Bull has 4 main products: Red Bull energy t

s drink, Red Bull Sugar free, Red Bull energy shot and Red Bull cola However, on the Vietnamese market, there is t

s only one Red Bull label with the identity of a copper-yellow can with two red bulls butting each other, and the bottom t

\ At the end of 2018, TCP Group announced to invest 4 billion baht (about 2,800 billion VND) in the Vietnamese í

\ market, towards energy drink product lines Red Bull is also known as an energy drink brand that supports activities t

connecting different social classes in Vietnam, with the aim of arousing the spirit of Vietnamese consumers who are í

\ Vietnam - a country located on the eastern edge of the Indochinese peninsula, the centre of Southeast Asia The shape i

\ of Vietnam on the map is S- shaped, the distance from north to south is 1,650 km and the narrowest position in the ỷ

\ east to west direction is located in Dong Hoi with less than 50 km Vietnam is a tropical country Along the stretched t

\ territory, Vietnam's climate is distributed into 3 regions: the north has a humid subtropical climate, the central region i

\ has a tropical monsoon climate, while the south is located in the savanna tropics Vietnam have terrain is mostly hills ì

and mountains (representing 3/4 of the territory), mainly low hills, plains account for only 1/4 of the area The

topographical structure is quite diverse thanks to the rejuvenation of the Neo-tectonic movement, creating a clear

As a country with a tropical monsoon climate, Vietnam is considered a place with strong growth potential in the j beverage market in the coming time and in the world In Vietnam, the main types of beverages include: soft drinks, j

\ energy drinks, carbonated and non-carbonated mineral water, instant tea, purified water and fruit juices According j

\ to data from vtown.vn, energy drinks account for 18.28% of Vietnam's beverage market share, second only to tea t

\ market share In addition, the beverage service industry often serves ice to drink in hot weather Contributed to an t

\ increase in the demand for soft drinks in general and energy drinks in particular Especially in the energy drink }

\ industry in Vietnam, Red Bull is one of the typical beverage brands that have received a lot of sympathy from }

The Vietnamese family now exists in two major forms: nuclear families (two generations) and extended families j (from three generations upwards) The nuclear family is the most common According to findings of a survey of three j regions including cities, plain and midland-highland: nuclear families account for 78% (cities, 65%; plain, 81.7% j and midland - highland areas, 80.6%) The nuclear family does not stand on its own but always receives support and j assistance from wider families (parents, brothers and wider kin) Three-generation families account for a small j

\ percentage: 18.2% (cities, 35%; plain, 13%; and midland-highland, 18%) Meanwhile, four-generation families are j

Vietnamese association is increasing with single people and nuclear families, families consisting of a pair of parentsand children They will prefer and give preference to small-sized drinks Instead of too large size and canned form,which is currently being used by many people Like a can of Red Bull with a compact size (40x30x12cm), suitable Vfor almost any family

s* to apply a special consumption tax (SCT) of 10% on sugary soft drinks, except for dairy products, to limit the j

consumption of these products and contribute part to protect consumers' health, reduce the proportion of overweight, j obese and diabetic people in Vietnam, and at the same time increase revenue for the budget The above tax rate j

\ applies to all types of sugary soft drinks, regardless of carbonated or non-carbonated fruit juices or energy drinks j

s Thus, according to the proposal of the Ministry of Finance, each can of soft drink will be subject to an additional £

12% tax, the actual price will also increase by about 12% This tax rate may not have much impact on urban families,but will have a significant impact on the spending ability of many families in rural, remote and isolated areas This,soft drinks in general and Red Bull in particular will face many difficulties in consuming

\ According to the National Nutrition Census (2018-2020), about people's diets in 2020: The average energy in the i

\ diet reaches 2023kcal/person/day, a slight increase compared to the energy level of 1925kcal/person/day 2010 The i

structure of energy generation from protein, lipid, and glucid (2020) is: 15.8%: 20.2%: 64.0% (% of total energy

intake), this structure is considered is balanced according to recommendations for Vietnamese people (2016)

People's fruit and vegetable consumption has increased per capita from 190.4g of vegetables/person/day; 60.9g of

ripe fruit/person/day (2010) to 231.0g of vegetables/person/day; 140.7g ripe fruit/person/day (2020); The í

\ consumption of vegetables and fruits only reached about 66.4% - 77.4% of the recommended needs of the Nutrition j

\ Tower for adults Meat consumption increased rapidly; from 84.0g/person/day (which is the national average meat t

\ consumption in 2010) to 136.4g/person/day (in 2020); consumption in urban areas is higher, at 155.3g/person/day t

\ (in 2020) Rice consumption tends to decrease In urban schools, there is a tendency to increase consumption of soft ỷ

According to the Worldpanel Division's report in 2019, Vietnamese people have 7 needs when using drinking water

In which, beverage demand accounts for the highest proportion with 25% and is the most basic need In addition,

other needs are also quite common such as: Supplementing energy (16%), cheering up the day (15%), improving j health (11%), family gathering (14%), drinking with meals (11%), chatting with friends (8%) At the same time, the j food culture in Vietnam is diverse Everyone can use soft drinks as the main drink in parties In particular, Red Bull j products are the best choice and top priority for drivers in Vietnam to help them stay awake and energetic on long j

Sports spirit of Vietnamese people is increasing day by day According to a survey by Q&ME in 2015, 60% of peopleexercise at least once a week Sport Marketing, thereby becoming a topic of great interest to the Marketing world andfinding ways to include in communication campaigns Recognizing that opportunity, Red Bull, the world's leadingenergy drink brand, which is associated with many unique adventure sports activities, has launched an interestingSport Marketing campaign and caused a stir among the youth community Vietnamese Red Bull is known as the

"Golden face of sports village" Because Red Bull energy drinks contain performance-benefiting ingredients such ascaffeine and a vitamin blend that provide instant energy and boost alertness and focus, the product is widely used \Sports athletes around the world choose and trust before important matches, especially in sports such as racing,skiing, football, skateboarding, boxing, swimming, track and field In addition, Red Bull energy drink is also widelyused by office workers and drivers who drive long distances at night because this type of water helps them improve

Vietnam has made impressive progress toward improving the health status of the population, with progress that equals

or surpasses that of many neighbouring countries Life expectancy in Vietnam is 72.8 years (70.2 for men and 75.6for women), a level that is considerably higher than that in many countries with similar levels of GDP per capita.From 1990 to 2009, the infant mortality rate fell from 44.4% to 16.0%, the under-five mortality rate dropped from58.0% to 24.5%, and the maternal mortality ratio declined from 233 to 69 maternal deaths per 100,000 live births

\ Located in the cradle of Southeast Asia, Vietnam's favourable geographical position with a long coastline, many seas /

\ and ports, can act as a launching pad when exporting goods to Vietnam At the same time, the tropical climate creates ì

\ favourable conditions for people to consume more and more soft drinks With geographical location plus human ì

\ culture, Vietnam is a potential market for Red Bull to penetrate Vietnam is a developing country with strong growth 4^

s potential in the future and is a market targeted by multinational companies in recent times Has a long history of 4^

development along with a unique culture according to each ethnic group and region The middle class is emergingand accounts for the majority of the population and its consumption trends are challenging for many industries suchas: healthcare, education, etc

\ 4 ECONOMIC ANALYSIS

Population

Rural population: 62,66% ~ 62.204.130 people

Total Urban Rural

98.550.35

7 36.346.227 62.204.130

100% 37,34% 62,66%

■ Population density of Vietnam: The population density of Vietnam is 318 persons per square kilometer

as of December 25, 2021

■ Growth rate: Vietnam's population growth rate was quite high in the period 1951-2000 From 2000

onwards, thanks to family planning measures and people's awareness of having children, the populationgrowth rate increased numbers were gradually under control From 2019 to 2020, the population growthrate is 0.98%

■ Birth rate: 4,234 children are born every day on average

■ Average age: 32.9

The dependent population ratio is the ratio of

the unable to work (dependents) to the labor

force of a country The dependent portion

includes the population under 15 years of age

and people aged 65 and over The labor force

consists of the population aged 15 to 64 years

The total dependent population rate in Vietnam in 2019 was 45.1% This is also the target age of Red Bull'scustomers

■ Population forecast for the period 2019-2069:

The population of Vietnam is forecasted to be 104.5 million in 2029, 110.8 million in 2039 and 116.9 million

in 2069 In the first 5 years of the forecast period, 2019-2024, the annual population growth rate of our country

is 0.93% In the future, it is forecast that the population growth rate will continue to decrease and reach a "stop"state at the end of the forecast period, the period 2064-2069

The sex ratio will increase rapidly in the period 2019-2029 It is forecasted that by 2026 the male populationwill equal the female population (the sex ratio will reach 100 males/100 females); By 2069, the sex ratio ofVietnam will be 101.4 men/100 women

The population is large, increasing steadily over the years, the majority of the population is aged between

15-64 years old At the same time, this is the target customer group of Redbull, so the Vietnamese market promises

to be a potential market for Redbull's products

■ Migration rates and patterns:

According to statistics, the whole country has 6.4 million people aged 5 and over as migrants, this numberaccounts for about 7.3% of the total population However, the proportion of female migrants is still higher thanthat of men in the total number of migrants, but this disparity is gradually shifting towards an equilibrium

The majority of migrants are in the 20-39 age group (accounting for 61.8% of the total number of migrants).The Red River Delta and the Southeast are the two regions with the highest immigration rates in the country.Especially, the Southeast region is an economic development area with large industrial zones, which still attracts

a large number of migrant workers, with 1.3 million immigrants With the population tending to migrate to bigcities, this makes it easier for Red Bull products to reach audiences in rural areas

■ Economic system:

The Vietnamese government self-identifies that the Vietnamese economy is an economy operating under the market í

\ mechanism, and many countries and economic blocs, including some advanced market economies, also recognize t

\ Vietnam as a market economy market economy However, so far the US, EU and Japan have not recognized t

\ Vietnam's economy as a market economy The World Trade Organization recognizes Vietnam as a low-level t

■ Economic Indicators:

4* From 1986 to 2016, after 30 years, Vietnam's economy achieved the following results:

• During the past 30 years, Vietnam's economy has achieved a relatively high growth rate In the period f1986-1990, the average GDP growth rate reached 4.4%/year, in the period 1991-1995 GDP averaged j8.2%/year; in the period 1996-2000 average GDP increased by 7.6%/year; in the 2001-2005 period, GDP jincreased by an average of 7.34%/year; in the period 2006-2010, due to the world economic slowdown, tVietnam still achieved an average GDP growth rate of 6.32%/year In the 2011-2015 period, Vietnam's í

\ GDP growth slowed down but still reached 5.9% per year, a high level in the region and the world t

\ • The scale of the economy increased rapidly: GDP per capita in 1991 was only 188 USD/year By 2003, }

\ GDP per capita reached 471 USD/year and by 2017 GDP per capita reached nearly 2,985 USD/year The t

\ production force has made many advances in both quantity and quality ì

s • The poverty rate decreased from 58% in 1992 to 7.6% at the end of 2013 t

s • Vietnam's economic structure initially shifted towards modernity, reducing the agricultural sector, 4^

increasing the service and industrial sectors

• Foreign trade turnover in 1991 was USD 5,156.4 million, of which export was USD 2,087.1 million, in

2016 the figures were USD 333 billion and USD 167.83 billion respectively, up 60.4 times and 80 timesrespectively ,4 times compared to 1991

• In 30 years, Vietnam has attracted 310 billion USD of foreign investors, this capital has contributed

\ Vietnam advocates active and proactive participation in the process of

s international economic integration Vietnam's economic relations with

other countries and international organizations are increasingly expanding

Up to now, Vietnam has established diplomatic relations with 185

countries, promoting economic, trade and investment relations with 224

markets on all continents Vietnam currently participates in many

economic linkages at all three levels, bilateral, regional and global It is a

member of the United Nations, the World Trade Organization, ASEAN,

ASEM, APEC, and the World Bank World Monetary Fund, Asian

Development Bank and many other international and regional organizations

major economies such as the US, EU, Japan, Russia, China, India is increasingly consolidated and expanded As

of May 2016, Vietnam has signed 11 bilateral and multilateral FTAs (including the TPP, AFTA and FTA between y

ASEAN and partners China, Japan, Korea, India, and Australia)

■ Average income and average household expenditure:

On average per year in the period 2016-2020, income per capita per month in the whole country increased by 8.2%

on average 1 person 1 month of 2020 in urban areas reached 5.6 million VND, nearly 1.6 times higher than ruralareas (3.5 million VND) The richest group of households (the group consisting of the richest 20% of the population

- group 5) has a natural income of 1 person in 1 month of 2020 reaching 9.1 million VND, 8 times higher than that

of the poorest group (group of 20% of the poor population) group - group 1), with an income of 1.1 million VND.The region with the highest natural reserve per capita is the Southeast region (6.0 million VND per person per month),2.2 times higher than the region with the lowest landscape landscape per capita, which is the Northern Midlands andMountains (2.7 million USD) million VND per person per month)

\ In 2020, the average household expenditure of the whole country is 2.89 million VND/person/month, up 13% i

\ compared to 2018 2020 is a year that people are severely affected by the Covid-19 epidemic -19, it can be seen that i

\ spending this year increased slower than the previous period (average spending in 2018 increased by 18% compared i

\ to 2016) Urban households have an average monthly expenditure of approximately 3.8 million VND, while rural i

\ households are only 2.4 million VND, the difference between the two areas is 1.6 times The Southeast region always i

VND/person/month) In addition, the increase in per capita spending per month in the Northern Midlands and

Mountains region in 2020 increased by only 5% compared to 2018 while the Southeast region increased by 17.3% í

Average income and average household expenditure has continuously increased from 2016 to now, which

encourages Vietnamese people to increase consumption This is a great opportunity for Redbull to increase revenue

\ ■ Statistics on beverage consumption in Vietnam:

\ In Vietnam, the average Vietnamese consumes more than 23 liters of soft

\ drinks/person/year According to the Association of Beer, Alcohol and Beverages,

s these product lines account for up to 85% of the country's production and

s consumption In the first half of 2015, the beverage industry grew by 6.3%

year-on-year By 2020, this number will continue to grow strongly, reaching about 8.3-9.2

billion liters per year

BMI (British Market Survey Group) forecasts that overall beverage sales will f

grow at an average rate of 14.2%, reaching VND 136,000 billion next year In particular, the consumption of j

non-alcoholic beverages in Vietnam will increase to 2.7 billion liters in 2017, corresponding to an average j

growth rate of 7%

Energy drink market share in Vietnam accounts for about 18%, behind carbonated soft drinks and teas To be

able to compete with other countries in the market, Redbull needs strategies to capture a larger market share in

a potential market like Vietnam

s In recent years, Vietnam's e-commerce market has been increasingly expanded and has now become a popular ì

business method known to businesses and people The diversity of operating models, participants, operating

processes and supply chains of goods and services with the support of Internet infrastructure and the application

of modern technology has made e-commerce a pillar of the world important pillar in the development of the

country's digital economy

\ In the context of the COVID-19 epidemic, the e-commerce market has become more and more exciting, and the ì

\ application of digital technology and building new distribution channels is becoming an effective solution for ì

\ Vietnamese businesses to overcome difficulties brings new opportunities from the emerging market needs The t

\ buying habits of Vietnamese consumers in the domestic market are also gradually shifting from traditional t

\ purchases to online purchases through electronic means The results of the survey and survey by the Ministry ì

\ of Industry and Trade show that, by 2020, Vietnam has 49.3 million people participating in online shopping ì

s (this data in 2016 only recorded 32.7 million people) t

The fact that people tend to switch to online shopping also creates a great opportunity and challenge for Redbull j

Require Redbull to increase investment and develop online sales channels to take advantage of this opportunity

While Viet Nam is an ideal place for manufacturing to many foreign companies, it is also a complicated market Infact, Vietnamese goods still dominate the retail system According to the report summarizing 10 years of

implementation of the campaign "Vietnamese people give priority to Vietnamese goods' ' by the Ministry of Industryand Trade, the proportion of Vietnamese goods in domestic supermarkets has remained high, mostly over 80%

\ Since the first COVID-19 infection recorded in early 2020, Vietnam has gone through several national and regional t

\ lockdowns Many retail outlets were closed except for grocers during these periods Therefore, instead of traditional t

\ retailers, consumers often opted for modern trade channels or e-commerce when shopping due to their concerns for i

\ hygiene and safety At the same time, the spending intention among consumers decreased considerably in many i

\ • Number of retailers

\ The pandemic has not recovered to pre-epidemic levels in 2021 due to psychology People are still afraid of outside

\ consumption, thereby affecting FMCG consumers and physical retail Stores However, retail channels are still

\ affirming an important role in the distribution of goods, the connection between production and consumption

\ In Vietnam, foreign brands had a larger share of convenient Stores while domestic brands dominated the commercial

s centres, supermarkets, and minimarkets sector Modern retailers have become more important in the overall retail

s landscape of Vietnam In recent years, the number of modern retail channels, such as supermarkets and convenience

Stores, has been increasing and dominating the country

• Typical size of retail outlets

The dominant group of fast-moving consumer goods and supermarkets honoured companies named:

The vast majority of transactions in Vietnam are conducted in cash at present, though there is a strong ongoing pushtowards cashless payment methods An estimated 30% of the Vietnamese population currently have formal bankaccounts Credit and debit cards transactions have increased greatly in recent years, but still constitute a minority oftransactions

While smartphone penetration is high, mobile payment systems are not currently popular For business to business

4^ payments, bank drafts of electronic fund transfers are often the easiest option as companies may be reluctant to use 4^ letters of credit due to collateral requirements and additional costs.

4^ The Vietnamese government continues to encourage the formation of large-scale corporations in retail, aiming to 4^ strengthen the linkage between production zones and consumer markets Total revenue from retail sales and services

would average 13-13.5% By 2030, revenue from e-commerce is set to make up 10.5-11% of total retail sales and

\ services of the economy, or an expansion of 20-21%; 40-45% of small and medium enterprises operating in trade

\ would take part in major domestic and foreign e-commerce platforms

■ Wholesale middlemen

In Viet Nam,the wholesale middlemen will buy the products from the retail company and then sell them to customersthrough a third party or directly They earn their profits from the difference between the buying and selling prices Adistributor is a cost-effective method and one of the easiest ways to enter a market However, for a market like

4^ Vietnam's major retail markets to spread across the country, a retail company has to engage with multiple distributors 4^ or with one distributor having a national presence.

4^ At present, Viet Nam has 83 wholesale markets They account for almost 1 per cent of all Vietnamese markets On 4^ average, wholesale markets saw average development of about 4.5 per cent between 2016 and 2019 Some of them 4^ have been built well and modernly refurbished like the Bình Điền and Hóc Môn markets in HCM City.

Central Retail Vietnam Group,Vincommerce General Trading Service JointStock Company,

Ho Chi Minh City Trade Cooperative Union,

MM Mega Market (Vietnam),Aeon Vietnam Co.,

Lotte Vietnam Trade Centre JointCompany,

Saigon Trade Corporation - TNHH MTV,Tan Son Nhat Airport Services JointCompany (SASCO),

Lien Pacific Import-Export Co

Hanoi Trade Corporation

Type of

retail Stores

Number of establishm ent

(2019)

Number of establishm ents (2020)

Number of establishm ent (2021)

Growth Spending

Supermarke

Convenienc e store

Food Chain store

1302 1235 1307 increas

e 6%, Jollibee and KichiKichỉ eipanded their business

Movie theatre 158 182 178 decrea sed 2%

StockStock

Top Rranchisos in Viotnam Food s Beverage Retail Apparel

and accessorĩe

Educatio

n and training

Lotteria CaiTs Jr TeaLeat Family

Mart Inditex Mathnasi um

McDonald

‘s □unkin’ Donuts Costa Circle K Miss Settndge Crestco m

Baskin Robbins Pepper Lunch

Jumbo SẼãlOO B's Mart Dorothy Perkins Dale Camegie Haagen-

Oazs Subway

Hard

Rock Minist op Fossil Cleverlea m Pi2za Hut Gioria Highlan GS25 Marks & Cherie