1. Vietnam Group 1: Jamie Manning, Melissa Hendry, George Butler, Huyen Nguyen

2. Country Flag ❖ Yellow represents Vietnamese people ❖ Red symbolizes revolution and blood ❖ Five-pointed gold star represents five main classes in Vietnamese society- intellectuals, farmers, workers, traders and soldiers https://www.youtube.com/watch?v=MH85eNTUykY

3. Country Profile ❖ Location: Southeast Asia, lat of 15.4549 o N and long of 106.5760 o E ❖ Capital: Hanoi ❖ Largest City: Ho Chi Minh City (Saigon) ❖ Area: 332,698 km 2, 6.4% is water ❖ Population: 93,475,941 people (2015) ❖ Population density: 279 people per km 2 ❖ Official language: Vietnamese, Khmer and Cham for minority groups ❖ Independent day: September 2, 1945 ❖ Calling code: +84 ❖ Time Zone: UTC+07:00 ❖ Bordering countries: Cambodia, Laos, China ❖ Internet TLD:.vn ❖ Official religion: none, recognition Buddhism, Catholicism, Protestantism, Islam, Cao Dai, and Hoa Hao ❖ Currency: Vietnamese Dong (VND) ❖ Median age: 30.3 years ❖ Literacy: 94.5% (definition: age of 15 or over can read and write)

4. Environment Analysis ❖ Type of Government: Socialist Republic of Viet Nam ❖ Politics: stable, unwelcomed dissent, rare internal conflict ➢ Low terrorism threat ❖ Economic: ➢ Stable macroeconomic conditions ➢ Curbed inflation ➢ Growing industry ➢ Increase foreign trading Opportunities ➢ Rapid urbanization, busier lifestyles ➢ Joined the WTO in 2007 and participating in the Trans-Pacific Partnership (TPP) Negotiations Challenges ➢ Uncertainty of government regulations ➢ Strong competition ➢ Unclear intelligent property right

5. Purchasing Power ❖ GDP - $187 billion ❖ GDP per capita- $3,800 ❖ State-owned enterprises make up 40% of GDP ❖ The main consumption in the country that makes up most of the purchasing power is household consumption with 66.3% ➢ Government consumption- 6.3% ➢ Investment in fixed capital- 23.7% ❖ GDP of sector ➢ Agriculture- 17.9 ➢ Industry- 38.1% ➢ Services- 44% ❖ Vietnam’s export-oriented economy has a GDP growth rate of 5.4% which was one of the slower growth rates since 1999 ❖ Exports have grown strongly and several administrative actions brought the trade deficit back into balance ❖ Disposable income has increased due to the government’s reform policy to open the market

6. Food Culture ❖ Rice is the dietary staple which most people eat three meals a day ❖ Vietnamese often accompany these main dishes with leafy vegetables and small bowls of salty sauces in which they dip their food ❖ Special dipping sauce is salty fish sauce called “nuoc mam” ❖ Beside rice, Vietnamese people also enjoy eating noodle and vermicelli soup ❖ Traditional meal of old Vietnamese include rice-vegetable (soup)-fish, however, sometimes they replace fish with meat including beef, buffalo, duck, chicken, pork http://www.buzzfeed.com/diepc/20-vietnamese-foods-you-really-should-be-trying-c8w4#.oj44YavaMJ

7. Attitude toward America ●The Vietnam War was November 1st, 1955 through April 30th, 1975 ●After the war there was a lot of restrictions of Americans and Vietnamese traveling to and from the countries. ●The older generation are content with the communist place they live, they are accustom to living life by control and don’t really want anything to do with other countries. ●The younger generation, wants their children to have a better future, which is coming to the United States of America ●The Vietnamese people want their children to come to America to get a better education, especially women because the US is more accepting of everyone given equal opportunity. ●Currently, strongly favors made-in-US products and US foods

8. Company Profile ❖ International retailer of premium high quality sweet treats ❖ Founded in 1937 ❖ Headquartered in Winston-Salem, North Carolina ❖ Traded on the NYSE on May 17, 2001 under the ticker symbol KKD ❖ First international store opened in Canada on December, 2011 ❖ Currently over 1,000 shops in 24 countries around the world ❖ Employed approximately 4,300 employees ❖ Committed to strong local community relationship https://vimeo.com/26776644

9. Product Profile ❖ Signature hot Original Glazed® doughnut ❖ 55 types’ of doughnuts ❖ 35 different drinks including mocha, latte and coffee

10. Why Vietnam? ❖ Growing economy and curbed inflation ❖ Growing western-style food trend ❖ Adopting modern lifestyle ❖ Generally youthful generation ❖ Favor U.S. food chain ❖ Social Status indication

11. Target Market Analysis ❖ Youths/ teenagers ❖ Family

12. Potential Challenges ❖ Uncertain government regulation ❖ Insource the ingredients ❖ Different taste ❖ Price match ❖ Strong competition ❖ Limited good location ❖ Unclear intelligent property right

13. Competition Analysis ❖ Dunkin Donuts ❖ Starbuck Coffee ❖ McDonald's ❖ KFC: 137 outlets ❖ Burger King ❖ Jollibee: Filipino brand with 39 outlets ❖ Lotteria: korean brand with 86 outlets ❖ Popeyes ❖ Domino's Pizza ❖ Pizza Hut

14. Product Decisions ❖ Global localization (glocalization): core product strategy ❖ Global branding: ➢ Signature hot Original Glazed® doughnut ➢ Friendly services & clean ❖ Localized marketing adaption: ➢ Sweet treat & cafe style ➢ Less sweet ➢ Yellow mung bean ➢ Coconut ingredient ➢ Real fruit smoothies ➢ Crispy doughnuts

15. Promotion Decisions ❖ Advertising objectives ➢ Position brand ➢ Creation demand ➢ Popularity ➢ Competition ➢ Supporting salesforce ❖ Media decisions ➢ TV & radio ads ➢ Youtube ads ➢ Poster ➢ Facebook ➢ Event marketing ❖ Message decisions ➢ Home Sweet Home ➢ Free first 200 people ➢ Buy a dozen, get a dozen free ➢ 50% of combo

16. Distribution Decisions ❖ Ho Chi Minh City ➢ Crowed population ➢ Fast economic pace ➢ High GPD ❖ Open from 7AM to 10PM, 7 days a week

17. Pricing Decisions ❖ Inexpensive local ingredients ❖ Importing special ingredients ❖ Large quantities ❖ Low production cost ❖ Penetration cost

18. References http://www.worldometers.info/world-population/vietnam-population/ http://vietnamflag.facts.co/vietnamflagof/vietnamflag.php https://www.cia.gov/library/publications/the-world-factbook/fields/print_2103.html http://www.mapsofworld.com/infographics/fast-facts/infographic-of-vietnam-fast-facts.html http://www.mapsofworld.com/vietnam/vietnam-location-map.html http://www.chinhphu.vn/portal/page/portal/English/TheSocialistRepublicOfVietnam/AboutVietnam http://www.nytimes.com/2014/04/01/business/international/competition-intensifies-in-vietnams-aviation-sector.html?_r=0 https://www.gov.uk/government/publications/overseas-business-risk-vietnam/overseas-business-risk-vietnam http://www.bbc.com/news/world-asia-pacific-16567315 https://ustr.gov/sites/default/files/2013%20NTE%20Vietnam%20Final.pdf http://www.everyculture.com/To-Z/Vietnam.html#ixzz3gkvfgWpg https://www.cia.gov/library/publications/resources/the-world-factbook/geos/vm.html http://www.simplywood.us/garland/sea_viet/lifestyle.htm http://www.internations.org/vietnam-expats/guide/living-in-vietnam-15470 http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Processing%20Ingredients_Hanoi_Vietnam_1-25-2015.pdf http://krispykreme.com