2. 1 Macro Environment 2. 1. 1 Economy – Residential a) Economic -The policy of the Vietnamese industry is mutually agreed to build the economy of Vietnam following the trend of industrialization and modernization; giving priority to attract foreign investment, especially from transnational companies and multinationals such as Unilever to increase its budget.
The domestic market (wholesale, retail, flow of goods, etc. ) has grown much more.And infrastructure in major cities, especially Ho Chi Minh City have been adequate investment, first on a par with other countries in the region. -Unilever Vietnam as the consumer goods market in this new, more “land” to business. -Economic growth of Vietnam is low possibility that high consumption of products.
-Finance, Vietnam credit growth, the stock market is fragmented. In addition, telecommunications systems, communications, telephone charges, postal and Internet have the highest rates around the world.So, it the introduction of the Internet in business is not possible for Unilever, although the company has repeatedly refers to this goal as a way to reach customers and promote your products successfully in industrialized countries.
b) Population -In addition to the extended family model non-traditional married family. Also added and growing one share, and have major differences in consumer decision model extended family. -Distribution of population in Vietnam is very uneven.Rural population lives in 72% Large-scale population of 86 million people (13th in the world), rising by about 1 million per year. $ Hardworking, eager to learn, is considered receptive knowledge, new technology. So promise quality human resources for Unilever -Vietnam Educational level is relatively high, especially in urban areas. A lot of people graduating from high school and college .
.. compared to other countries; further intellectual labor in Vietnam better performance excellence in technology-so this is an abundant human resources for the company. Vietnam has a young population structure and popular model extended family (including grandparents, uncles, etc. ) opportunities for Unilever because this is the company’s target customers. -Population-planning policies of the government will make in the next few decades, young people will grow old and aging population structure is no longer an advantage for Unilever.
In addition, the extended family in the middle (the most common family structure in Vietnam), the choice of buying a product, especially high-end products, generally considered very carefully.So, group consumption of personal care items (personal care) not as much as senior SSWD group (single, separate, widowed, divorced) in the capitalist countries. 2. 1. 2 Politics and law a) Political In the context of terrorism, war, epidemics, etc. Recently, the Vietnamese politics is considered stable and was selected as one of the safest destinations in Asia-Pacific own, and bring peace of mind to investors. Unilever-a world renowned company with strong financial background has decided to set up a branch in Vietnam – Unilever Vi? t Nam.
We show that they also felt good political environment in our country’s favorable conditions for long-term growth of the company. b) Legislation Legal system more complete, create favorable conditions for foreign companies such as Unilever to promote investment, business Done still complain opinions (both excess and insufficient, inconsistent, overlapping Our country’s economy is on track to develop stronger, deeper integration into the world economy, thus modifying, perfecting the legal system that are consistent with international law is very same urgency. 2. . 3 Nature and technology a) Natural Vietnam is located in a relatively favorable position in the region, with a long coastline, many large seaports to facilitate the export of goods when Unilever began to focus on exports in the near future. Hot and humid tropical climate is not suitable for some products originating from the parent company in Europe. Vietnam particularly rich source of medicinal raw materials for the production of consumer goods as well as research products.
b) Technology -In terms of the country’s technology still weak, so Unilever bring their echnology not only their most advanced -The change in production technology at the plant is small, even if it was done in the branch Unilever in another markets. The only change when the demands of the competition. -Because Unilever consumer goods production has more or «Technology» fairly stable 2.
1. 4 Culture and Society – Vietnam has a very diverse culture, rich and rich -Vietnam is a country of religious freedom to distribute, advertise products not subject to many constraints too strict as many other Asian countries. Vietnam state religion is Buddhism, traditional customs and rites bold Asians. Culture regions, provinces, districts and villages.
2. 2 Micro Environment 2. 2.
1, customers Lipton target customers are elderly or middle-aged (30-50). They will be making decisions for the majority of problems in life, including the choice of the consumer to buy the product. “Many tea drinkers choose Lipton because it is really inexpensive and you can get it just about anywhere.
It is surprising that more people do not drink tea, as they would longer, happier and healthier lives if they did” (Winslow 2006).Furthermore, some customers think that taking anti-oxidants are healthy, thus, customers drink a couple of gallons per week: “Tea makes you look younger too and gives you energy as well. 2.
2. 2 Competitors One of the major competitors for Lipton in the world ice tea market is Nestle Refreshment Company, maker of Nestea Ice Tea, well-known competitor for Lipton ice tea. Like Lipton-Unilever, Nestle Refreshment Company has forged agreement with another soda manufacturer, Coca Cola.