G3 S3311910 Nguyenngoclinh Shortessay

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Business Report

BUSM3311 International Business

BUSM3311 International Business

Hoa Hong Nhung
S3275899
Lecturer: Dennis Tan

Hoa Hong Nhung
S3275899
Lecturer: Dennis Tan

VINACAFE

RMIT International University Vietnam
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE

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Course Code:| BUSM3311|
Course Name: | International Business|
Location where you study:| RMIT Vietnam, Hanoi Campus|
Title of Assignment:| Individual Assessment 2: Business Report| File(s) submitted | BUSM3311 – Assessment 2 - Hoa Hong Nhung - s3275899| Student name:| Hoa Hong Nhung|
Student e-mail address:| S3275899@rmit.edu.vn|
Learning Facilitator in charge:| Dennis Tan|
Assignment due date:| 20th August, 2012|
Date of submission:| 20th August, 2012|
Number of pages including this one: | 30|
Word Count:| 2550 words|

Table of Contents
ASSIGNMENT COVER PAGE1
Executive Summary3
1.Company Background4
2.South Korea Market Background7
2.1.Market Demand and Consumption8
2.2.Market Opportunities9
3.Competition10
4.Business Model12
4.1.Entry Mode Evaluation12
4.2.Targeted South Korea Partners14
4.3.Implementation and Control15
4.3.1.Action Plan15
4.3.2.Organization Chart16
4.3.3.Distribution Channel17
4.3.4.Resource Requirement (See Appendix)17
5.Regulation Issues18
5.1.Political18
5.2.Economic18
5.3.Society19
5.4.Technology19
6.Critical Risks20
Conclusion21
References22
Appendix25
SWOT Analysis25
Resource Requirement Format27
Critical risks28

Executive Summary
The benefits of international integration have motivated many companies in Vietnam to expand their operations overseas with the purpose of maintaining long-term reputation and gaining business profitability. Those companies not only cooperate with single foreign country, but also make the partnerships with many firms in various nations. In Vietnam, multinational enterprise concept is becoming more familiar due to the appearance of many foreign MNCs like Unilever, Nestle and P&G, which operate their business in at least 2 different countries. Moreover, there are also many Vietnam-born MNCs like PetroVietnam, Viettel, Hoang Anh Gia Lai, Vinamilk, Vinacafe, FPT, etc., which have generated huge revenues and profits to make great contribution for the development of Vietnamese economy (Vnr500, 2012). The report chooses Vinacafe as the model of MNCs to expand its business to a potential market - South Korea. The below papers will propose the next steps of internationalization for Vinacafe by analyzing the new market opportunities, evaluating 3 possible entry modes (exporting, joint venture and wholly owned subsidiaries), indicating operation strategies and investigating critical risks which Vinacafe must be overcome in South Korea.

1. Company Background
Being established in 29 April 1995 under the decision of Prime Minister, the Vietnam National Coffee Corporation (Vinacafe) has become the largest coffee company and contributed considerably to the development of coffee industry in Vietnam. By leading the coffee manufacturing and trading, Vinacafe has expanded operations to the whole country with approximately 56 company members (Vinacafe, n.d.). Robusta Coffee Beans (Washed and Unwashed)Instant Black Coffee - VinaCafe PETInstant Black Coffee - VinaCafe PSGround Coffee – VinaCafe NaturalGround Coffee – VinaCafe Select|

Figure 1: VinaCafe product line (Reproduced from Vinacafe, 2012)

Ha Anh (2012) shows the net profit 103.55 billion VND of Vincafe Bien Hoa – a major company member of Vinacafe in only first 6 months of 2012, which asserts the great effective business and high competitive ability with other coffee brands in the market such as Trung...
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