An Important Macro-Environmental Force in Vietnam

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An Important Macro-Environmental Force in Vietnam

By | Jan. 2013
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QUESTION 1:
An important macro-environmental force on companies is the social/cultural environment, particularly in international markets. Imagine that you are to offer a seminar on the social/cultural environment of Vietnam to foreign businessmen and marketers. Discuss at least three elements of the cultural environment that foreign businessmen should be aware of when doing business in Vietnam. Use specific examples referring to real-life businesses, brands, marketing activities, etc. to support your discussion.

Social/cultural forces are the most difficult uncontrollable variables to predict. It is important for marketers to understand and appreciate the cultural values of the environment in which they operate. The cultural environment is made up of forces that affect society's basic values, perceptions, preferences, and behaviors. The Vietnamese value system is based on four basic tenets: allegiance to the family, yearning for a good name, love of learning, and respect for other people. These tenets are closely interrelated and based on three main religions which are Buddhism, Confucianism and Christianity. Changes in social/cultural environment affect customer behavior, which affects sales of products. Trends in the cultural environment include individuals changing their views of themselves, others, and the world around them and movement toward self-fulfillment, immediate gratification, and secularism.

Firstly, in term of role of people in business environment, the women are not expected to reach high position. This is due to influence of Confucianism, which teach people that a woman should devote all her life to take care of household more than going out to seek foods. The woman is rarely appointed to the first position in a company because man who is lower position usually tends to against the commands coming from a woman. In contrast, a man is expected to become boss who should show his knowledge, learning and power.

Secondly, Sex is very...