vinamilks final report

OVERVIEW OF THE TARGETED MARKET - MalaysiaI.Geography and demographics Trang 6 Malaysia, country of Southeast Asia, lying just north of the Equator.2.. Trang 8 Malaysia is ranked 12 amo

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UEH UNIVERSITY UEH COLLEGE OF BUSINESS SCHOOL OF INTERNATIONAL BUSINESS - MARKETING

FINAL REPORT

Name: Vo Que Tram

Student ID: 31191025103

Class: DH45IBC04

Class Section: 21C1BUS50305802

Tutor: Nguyen Kim Thao

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A COMPANY AND PRODUCT REVIEW 1

I Company 1

II Product 1

B OVERVIEW OF THE TARGETED MARKET - Malaysia 1

I Geography and demographics 1

II Economic environment 2

III Political and legal environment 3

IV Cultural environment 3

C ENTRY MODE 4

I What constitutes a viable entry mode 4

II Viable options 4

III Pros and cons 5

IV The best choice 6

D STAFFING STRATEGY 6

I A viable staffing strategy 6

II A list of viable options 7

III Pros and cons 7

IV The best choice 8

E MARKETING STRATEGY 9

I The product should be modified to the market or not 9

II The most effective advertising channels 11

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VINAMILK’S FINAL REPORT

A COMPANY AND PRODUCT REVIEW

B OVERVIEW OF THE TARGETED MARKET - Malaysia

I Geography and demographics

1 Location

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Malaysia, country of Southeast Asia, lying just north of the Equator.

 Six years of compulsory primary education beginning at age seven

 Three years of lower secondary education

 Two years of upper secondary

 Two years of pre-university senior secondary study

II Economic environment

1 GDP levels

In 2020, the GDP per capita in Malaysia amounted to around 10,401.794 U.S dollars.

The GDP per Capita in Malaysia is equivalent to 92 percent of the world's average.

Malaysia's GDP growth forecast in 2021 is 3.5% And in 2022 it is predicted to grow

to 6% along with the hope that Malaysia's economy is more resilient thanks to higher vaccination rates.

2 Unemployment

The unemployment rate in June 2021 climbed to 4.8% after fourconsecutive months

of decreases The number of unemployed persons escalated by 40.600 persons to 768.700 persons.

3 Infrastructure development

Infrastructure in Malaysia is excellent and constantly improving It is arguably one of the most well-developed countries in Asia, making it a great choice for both lifestyle and for business or investment.

4 Ease of doing business

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Malaysia is ranked 12 among 190 economies in the ease of doing business, according

to the latest World Bank annual ratings The rank of Malaysia improved to 12 in 2019 from 15 in 2018.

III Political and legal environment

1 Political system

The politics of Malaysia is based on a federal constitutional monarchy, in which the King is head of state and the Prime Minister is the head of government Executive power is exercised by the federal government and the 13 state governments Federal legislative power is vested in the federal parliament and the 13 state assemblies.

2 Political risk

Malaysia was ranked 70 out of 138 countries in the index that seeks to measure the th

number of terrorist incidents, fatalities and casualties as well as damage to property in

a country Terrorism Index in Malaysia decreased to 2.09 in 2019 from 2.5 in 2018

3 Government policy toward trade and foreign direct investment

3.1 Government policy toward trade

Malaysia is a founding member of the Association of Southest Asian Nations and the Organisation of Islamic Cooperation

Through ASEAN, Malaysia has regional FTAs with: China, Japan, Korea, India, Australia and New Zealand, and also participates in the ASEAN Trade In Goods Agreement (ATIGA).

3.2 Foreign direct investment

Statistically FDI is behind the huge growth of the Malaysian economy In 2020, the amount of foreign direct investments in Malaysia amounted to approximately 3.5 billion U.S dollars This was the lowest FDI inflow to Malaysia in the last ten years.

4 Property rights and intellectual property right protection

Malaysia generally adheres to the international standards on intellectual property established by the Agreement on Related Aspects trade of intellectual property rights.

Malaysia is also a party to the Patent Cooperation Treaty and the Madrid Protocol.

Registrar and Trademark applicants can use the international system to file a trademark application and the international light scheme for protection in Malaysia.

5 Corruption

Corruption is a problem in Malaysia when they had a corruption score of 51 out of

100 compared to the world average score 43, and ranked 57 in 180 countries.

IV Cultural environment

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1 Cutural values

The people of Malaysia are a mosaic of Chinese, Indian and native Malay influence.

The Malays make up the largest ethnic group, and tend to practice both Islamic and Malay traditions, and speak in the native Malay language.

2 Predominant religion

The constitution states Islam is the “religion of the Federation; but other religions may

be practiced in peace and harmony.” Federal and state governments have the power to mandate doctrine for Muslims and promote Sunni Islam above all other religious groups.

3 Language

The national language of Malaysia is Malay, apart from being one of the two official languages, it is spoken by over 80% of the population The second official language of Malaysia is English, which is also one of the most commonly spoken languages.

4 Social class structure

 Upper class: 0.1% or 21.7K families

 Middle class: 25.2% or 4.7M families

 Lower class: 74.3% or 14M families

 Income poor only: 12.6% or 2.5M families

 Food poor: 7.9% or 1.55M families

C ENTRY MODE

I What constitutes a viable entry mode

Choosing the right market boils down to issues over control, resources, appetite for risk, and familiarity with the market Other factors include legal restrictions or the availability of distributors and partners It usually makes sense to employ different methods for different markets In addition, the nature of the product is also key – one requiring a significant after-sales service, or a substantial amount of interaction with the consumer, might not be suitable for anything other than direct ownership.

II Viable options

1 Licensing

Licensing is defined as a business arranement, wherein a company authorizes another company by issuing a license to temporarily access its intellectual property rights, manufacturing process, brand name, copyright, etc.

2 Franchising

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Franchising is a method of distributing products or services involving a franchisor, who establishes the brand’s trademark or trade name and a business system, and a franchisee, who pay a royalty and often an initial fee for the right to do business under the franchisor’s name and system.

3 Joint Venture

A Joint Venture is a commercial enterprise in which two or more organizations combine their resources to gain a tactical and strategic edge in the market.

4 Wholly owned subsidiary

A wholly owned subsidiary is a company whose common stock is completely owned

by a parent company Wholly owned subsidiaries allow the parent company to diversify, manage, and possibly reduce its risk.

III Pros and cons

Licensing

 Obtain extra income for technical know-how and services.

 Pave the way for future investments in the market.

 Loss of control

 Risk of having the trademark and reputation ruined by

 The franchiser will not have much control over the franchisee and the company that owns the franchising rights may become a future competitor.

Joint Venture

 The costs will be shared.

 Vinamilk can benefit from the knowledge of local partners.

 Combining resources of both companies to create favorable conditions for business.

 Receive positive feedback and improve the

 Needs to improve technology and liquid milk product quality.

 Language, thinking and cultural barriers.

 The labor and development costs.

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Tiêu đề	Vinamilk's Final Report
Tác giả	Vo Que Tram
Người hướng dẫn	Nguyen Kim Thao
Trường học	Ueh University
Chuyên ngành	International Business - Marketing
Thể loại	Final Report

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