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Group Written ReportPhan Duy Minh TríStudent ID: 31171020719Võ Trần ThiênStudent ID: 31171021365Trần Thị Minh ThưStudent ID: 31171020472Dương Thu TràStudent ID: 31171020716Nguyễn Minh TrưởngStudent ID: 31171024048Trần Hải VyStudent ID: 31171020914March 25th, 2018Principles of MarketingLecturer: Ms. ...

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Gr oupWr i t t e nRe po r t

Ph a nDuyMi nhTr í St ude ntI D:31 171 020 719 VõTr ầnThi ê n St ude ntI D:31 171 021 365 Tr ầnThị Mi nhTh ư St ude ntI D:31 171 020 472 Dươn gTh uTr à St ude ntI D:31 171 020 716 Ng uyễnMi nhTr ưởn g St ude ntI D:31 171 024 048 Tr ầnHảiVy St ude ntI D:31 171 020 914

Mar c h25th, 201 8 Pr i nc i pl e sofMar ke t i ng Le c t ur e r :Ms .Pham Ho ngHo a Cl as s :I SBBBUS8. 4

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PRINCIPLES OF MARKETING ASSESSMENT

SITUATION ANALYSIS REPORT

| Delighting you always

3

Ta bl eo fCont e nt s A.Si t ua t i o nAnal y s i s 1 .Compa n yd e s c r i p t i on a .Hi s t o r y b .Mi s s i o ns t a t e me nt c .CEO 2 .Pr o duc tde s c r i p t i o n a .I n t r o d uc t i on b .Fe a t ur e s B.Mar ke t i ngEnv i r onme nt s 1 .Mi c r oe n vi r onme n t s a .Ab outt h ec o mpa n y b .Supp l i e r s c .Ma r k e t i n gi n t e r me di a r i e s d .Cu s t ome r s e .Co mpe t i t or s f . Publ i c s 2 .Ma c r oe n v i r onme nt s a .De mo n gr a phi ce n vi r o nme nt b .Ec ono mi ce n vi r onme nt c .Na t ur a le n vi r o nme n t d .Te c hnol o gi c a le n vi r o nme nt e .Po l i t i c a le n vi r o nme nt f . So c i a le n vi r o nme nt C.SWOTAna l y s i s C.STDPAnal y s i s 1 . Se gme nt a t i o n 2 . Ta r g e t i n g 3 . Di ffe r e nt i a t i on 4 . Po s i t i o ni n g E.Co nc l us i o n

| Delighting you always

4 D.Re f e r e nc e s E. Appe ndi c e s

| Delighting you always

5 A.Si t ua t i ona nal y s i s 1 .Co mpanyde s c r i pt i o n: a.Hi s t o r y : Ca no nI n c . i saJ a pa ne s emul t i na t i ona lc or por a t i o nwh i c hs p e c i a l i z e si nma n uf a c t u r i n g i ma g i n ga ndo p t i c a lpr o duc t ss u c ha sc a me r a s ,c a mc o r de r s , pho t oc op i e r s ,s t e ppe r s , c o mput e r p r i n t e r sa ndme di c a le q u i p me nt .I n1 933 ,Pr e c i s i onOp t i c a lI ns t r u me nt sLa bor a t or y ,d e di c a t e df o r r e s e a r c ho nq ua l i t yc a me r a s , wa sf ou nde di nRop pon g i , Mi na t oku ,T oky o , wh i c hwa st h efir s ts t e p t oe s t a bl i s ht hec u r r e ntCa nonCo . Att h eb e gi nni n g , a l lpr o du c t swe r en a me dKwa non ,whi c hme a ns t heBu ddh i s tGo dde s so fMe r c y .I twa sn otun t i l1 935t ha tt hen a me“ Kwa non”wa sc ha n g e di nt o “ Ca non ”a n dt hi sna mewa sr e gi s t e r e da st het r a d e ma r kl o g oo ft hec o mpa n yf r om t h e no n. I n19 37, Pr e c i s i onOp t i c a lI n du s t r y , Co . , Lt d. wa ss e tupwi t hMr .Ta k e s hiMi t a r a ia sPr e s i d e nt , t e ny e a r s f r om whi c hi tbe c a meCa no nCa me r aCo . , I nc .Sof a r , Ca nonha sh a dma n yb r a nc he sa r o un dt he wo r l d . Ca n ona l s oo pe ne dt he i rfir s tf a c t or yi nVi e t n a m,ma ki n gt h e i rwa yt ot hi sma r k e t pl a c ei n 2 002. Th e r ea r ec u r r e nt l yt hr e eCa no nf a c t o r i e si nt hec ou nt r y . b .Mi s s i o ns t a t e me nt : Re c e nt l y ,a st he r ea r ea ni n c r e a s i n gn umbe ro fc ompa ni e sma nuf a c t u r i n gi ma gi n ga ndo p t i c a l p r o duc t s ,i ti sac ha l l e n g ef o rCa nont oma i nt a i ni t sc o mpa r a t i v ea d v a nt a g e si nt hei nd us t r ya ndt o t hec u s t ome r s .Th e r e f or e , t h ec ompa n ya i mst od os e v e r a lf ur t he rr e s e a r c hwo r kt of o s t e ri nno v a t i o n a nds t r e n gt he nt h e i rc a me r aa ndpr i nt e rb us i n e s s e s ,a swe l la si n v e s t i n gmor ei nd e v e l opi n gf o urne w c or eb us i n e s s , wh i c ha r ehe a l t h c a r e ,n e t wo r kc a me r a s , c omme r c i a lp r i nt i n ga ndi n dus t r i a l e q ui pme n t . Ca no n' sp hi l o s oph yi s' ky os e i ' . Ac c or d i n gt oNgu y e n( 2 01 6) , i tme a ns' c ol i v i n g' i nJ a pa ne s e . Wi t ht ha ts t a t e me nt ,Ca no nt r i e st oma k ep e opl eo fa l lc u l t ur e ,c us t o ms , l a n gu a g ea ndr a c e sl i v ea nd wo r kt o g e t he ri nh a r mon y .Th i si swh yCa no nd e c i de do nt het a g l i ne“ De l i ght i n gy oua l wa y s ”t o r e pr e s e ntt h e i rbus i ne s smo t i v e s . Toa c hi e v e' ky os e i ' , Ca no nh a sl a unc he dma n yCSRa nd e n vi r o nme nt c on s c i o usc a mpa i gn ss uc ha st heCa no nBi r dBr a nc hPr o j e c t , Wi l dl i f eAsWeSe eI t e t c . t oi mpr o v et her e l a t i on s h i pbe t we e nCa n ona ndc us t ome r sa swe l la st h es o c i e t y . c .CEO: Thec ur r e nt l ya s s i g ne dCEOa ndCh a i r ma nofCa nonI n c . i sMr . Fu j i oMi t a r a i . Hewa sfir s t a pp oi nt e dPr e s i d e nto fCa n onI n c .i n1 995a ndh a sb e e nc h a i r ma na ndCEOo ft hec ompa n ys i nc e 2 006d u et oac h a ng ei nt hec ompa n ys t r u c t ur e . 2 .Pr oduc tde s c r i pt i o n: a.I n t r o duc t i on: Ca no nc a me r a sa r eo neo ft heb i gt o pr i v a l si nt hec a me r ai ndu s t r y ,wi t hmu l t i s e gme nt p r o duc t sr a n gi n gf r om c ompa c td i g i t a lmode l st oh i g he ndpr o f e s s i o na lDSLR( d i gi t a ls i n g l e l e ns r e fle x )o ne s . I t ' sa l s ob e c a u s eofs u c hmul t i s e g me nt e dp r o du c t st h a tc ons ume r sh a v emor ec hoi c e s wh e nt he yde c i det ob u yac a me r a ,s u c ha sac ompa c tc a me r af o rt r a v e l i n gorabu l ki e ronewi t h a d v a nc e dt e c hn ol o gy( DSLR) , a l lofwhi c hc a nb ef o un da tCa non’ s . a.Fe at ur e s : Po we r s ho t :

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Ds e r i e s :wa t e r p r o of , f r e e z e -a nds h oc k r e s i s t a n t .

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Es e r i e s :d e s i g no r i e nt e db ud g e tc a me r a s .

| Delighting you always

6 -

Gs e r i e s :fla g s h i pc a me r a swi t ha d v a nc e df e a t u r e s .

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S/ SDs e r i e s :" Pe r f or ma nc ea ndSt y l e "u l t r a c ompa c tp oi n t a nds h oo tc a me r a s .

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S/ SXs e r i e s :Ul t r aZo om c a me r a s . DSLR:

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Fo rBe gi n ne r s :Ful lHDq ua l i t y ,e a s yt ou s e .

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Fo rEn t hus i a s t s :Hi g hI SO, f a s tc ont i n uou ss hoo t i n g , a ut of oc us , f ul l f r a mes e ns o r .

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Fo rt h ePr o f e s s i on a l :s t u nni n gi ma g eq ua l i t ywi t he x c e p t i ona lpe r f or ma nc ea ndt heh i g h e s t t e c h nol o gy .

B.Mar ke t i nge nv i r onme nt 1 .Mi c r oEnvi r onme nt s a .Thec o mpan y :

¨ Bo ar do fDi r e c t or s : Ca no nI n c . wi t ho v e r8 0y e a r sofope r a t i n gh a sb e c omeo neo ft hemo s ts u c c e s s f u lc o mpa ni e si nt he ma nuf a c t u r eo fi ma gi n ga ndop t i c a lpr o du c t s , i nc l u di n gc a me r a s , c a mc or d e r s , pho t oc opi e r s , s t e ppe r s , c ompu t e rpr i n t e r sa ndme di c a le qu i p me nt . Ca n onGl o ba lSe r vi c e se ffe c t i v e l yme e t s v a r i o usn e e dso ft he i rc us t o me r swi t hwor l d wi deb us i n e s sop e r a t i ons . The yh a v ee x pa nd e dt h e i r s a l e sne t wo r kt hr o u g hmor et ha n2 20c oun t r i e sa ndr e gi on swi t hac ompl e t er a n g eo fo ne s t o p s e r vi c e si nEu r o pe , t h eAme r i c a s , As i aa ndJ a pa n. Thi ss u c c e s sofCa noni sg a i n e db yaBoa r do f Di r e c t or s , i nc l u di n g : o Fu j i oMi t a r a i :Ch a i r ma n& CEOofCa nonI n c . ( Se eAppe nd i x1 ) o Ma s a y aMa e da :Pr e s i d e nt& COOofCa n onI n c . o Hi r o s hiYok a t a :Pr e s i d e nt& CEOo fCa nonMa r k e t i n gVi e t n a m Co . Lt d Ca no nh a v eb e e na v a i l a bl ei nVi e t n a ms i nc et he19 80 sa n ddu r i n gt hep a s ty e a r s , i t e s t a bl i s h e damo r es i g n i fic a ntp r e s e nc ewh e ni ts e tupf o urpr o du c t i o nf a c i l i t i e si nVi e t na ma sTha n g Lon gFa c t or y( HaNo iCi t y) , QueVoFa c t or ya n dTi e nSo nFa c t or y( Ba cNi n hPr o vi nc e ) . Be s i d e s p r o v i d i n ge mpl o yme ntf o rmo r et ha n2 5, 0 00pe o pl e ,Ca nona l s oma k e so ut s t a ndi n gc on t r i b ut i o nst o o urc oun t r y ' sd e v e l opme ntt hr o u ghi t sme a ni n gf uls o c i a la c t i v i t i e s . Be s i d e s ,Ca nonMa r k e t i n g Vi e t n a m Co .Lt dwa sf oun de di nJ u l y2 012a ndha sa l s ob e e no pe r a t i n gt oma k er e a lc on t r i b ut i o nst o Vi e t n a me s es oc i e t y . nanc i n g : ¨Fi Ac c o r d i n gt oHi s t o r i c a lda t ao fCa nonGl oba l201 7,Ca nonne ts a l e sh a sr e a c he d¥4, 0 8 0, 0 15 mi l l i on,i n c r e a s e d¥6 78, 5 28mi l l i o ni nc ompa r e dwi t ht hen e ts a l e si n2 016 .Th e s efigur e ss t r o n g l y s ho wt ha tCa no nI n c . i sd e v e l o pi n gt he i rfina nc i a lde pa r t me ntwi t ht h er i g hts t r a t e gy( s e eApp e n di x 2 ) . b .S uppl i e r s : Supp l i e r sp l a ya ni mpor t a ntr o l ei na n yc ompa n y ’ so pe r a t i on .Es t a bl i s he di nJ a pa n, Ca non c ho os e sOi t at os e tupt he i rt wol a r g e s tp r o duc t i onf a c i l i t i e s :Oi t af a c t or ya ndAkif a c t or yf o r ma nuf a c t u r i n ga swe l la sr e s e a r c hd e v e l o pme nta ndt he r e f o r ema k eJ a pa ne s ebe c omeap r o c u r e me nt

| Delighting you always

7 b a s ef o ri t ss u ppl i e r .The s ema nuf a c t or i e swi t ht hemos ta d v a nc e dt e c hnol o gya ndt hes t r i c t n e s si n wo r ki n gp r o c e s s ,Ca no nt a k e spr i d ei nb e i n gama nuf a c t u r e rt he ms e l v e sf oro v e r75y e a r st op r o vi d e t he i rc u s t ome r swi t ht heh i g h e s tq ua l i t y .Byu s i n gmo r ema c hi n e swi t hh i g hp r o duc t i v i t y ,Ca non ’ s y i e l dwi l li nc r e a s ef r om 4 3% i n2 014t o6 0% i n2 018a c c or d i n gt oFi n a nc i a lTi me swi t hmo r ea nd mor ec r e di b l e“ Ma dei nJ a pa n”p r o duc t s . b .Mar k e t i n gI n t e r me di a r i e s : Ca no nMa r ke t i n gVi e t na m Co. Lt dh a sb e e no pe r a t i n gu nde rt heg ui da nc ea nds u ppo r to f Ca no nAs i aMa r k e t i n gGr oupa ndCa no nSi n g a por ePt e .Lt d .whi c hi st h er e g i o na lma r k e t i n g h e a dq u a r t e rf orCa non' sSout h& So ut he a s tAs i ar e g i o n. Al on gwi t ht hed i s t r i b ut orLeBa oMi n h, Ca no nh a smo r et ha n3 00a ut h or i z e ds e r vi c ep a r t n e r si nt hec ou nt r y .LeBa oMi nhJ o i n tSt o c k I n v e s t me ntCo mpa n y ,e s t a b l i s he di nAu gus t1 997, i st h ewe l l kn o wnd i s t r i b ut o ro fCa no np r o duc t s f o ro v e r2 0y e a r si nVi e t n a m.Re a l i z e dt ha tVi e t n a mh a sa ne no r mo usp ot e nt i a lf orCa nont o d e v e l op, t h ec omp a n yh a sc oo pe r a t e dwi t hLeBa oMi nhs i nc e2 00 3t oh e l pCa n ond e l i v e r e dt he i r p r o duc t st oVi e t na me s ec u s t ome r s . Wi t ht hes up por tofLeBa oMi n h, Ca nonha sbe c omemor e f a mi l i a rt oc u s t o me r sa mon gd i ffe r e n tr e gi o nsi nVi e t n a m;t h ec omp a n yh a se x pa nde dt he i rn e t wor k i n6 4p r o vi nc e swi t hmor et ha n4 00t r u s t a b l ea g e nc i e sf o rVi e t n a me s ep e o pl et ob u yCa non ’ s p r o duc t s .Af t e rfif t e e ny e a r sc oop e r a t i n gt o g e t h e r ,b o t hLeBa oMi n ha n dCa no nc a nma k et he i ro wn r e pu t a t i o ni nt hema r k e t .I fCa n onb e c ome soneo ft hemos tf a mousb r a ndo fi ma gi n ga ndo p t i c a l p r o duc t sa mon gVi e t na me s ep e opl e ,LeBa oMi n hh a ss uc c e e de di ns u ppl y i n gg oods e r v i c e st ot he i r c us t ome r sa ndb e c omet hefir s tc ho i c eofc ons ume r si nb u yi n gCa nonp r o du c t swi t hh i g hq ua l i t ya nd r e a s ona bl ep r i c e s . c .Cus t ome r s : Ca no n’ sCa me r a st a r g e ta tt h ed omi n a t i n gc ons ume r ss e gme ntwh oa r eMi l l e nni a l sa ndh a v e a tl e a s tal o we rmi ddl ei nc ome .Th e yr a n g ef r om t e e n a g e r so rc ol l e g es t ude nt swi t hc a pa b l ep a r e n t s , wh i t e c ol l a rwor k e r so rf r e e l a nc e r swh owor ki na r t s . Thet a r g e t e dc o ns u me r sa r et o wn s pe opl e f o l l o wi n ga nu r b a nl i f e s t y l e:t h e ya r ea c t i v e , out g oi n gp e opl ewhol e a dab us y ,f a s t p a c e de v e r yda y l i f ewhi l ek e e nons o c i a lme di au s a g ea ndt he r e f o r eh a v eah a b i to fd oc ume nt i n gt h e i rda y . Th e ya r e a l s os e tt ot r a v e la tl e a s tt wi c eay e a ra ndbe l i e v ei nma ki n gt hemos to fe a c hmo me nti nl i f e . Thi si s t oe xpl a i nCa n on ’ sd e v e l opme nto fmo r ec ompa c tbu ts t i l lpo we r f ula ndf a s hi o na bl ec a me r al i n e s l i ket heGSe r i e s ,t heb ol de s tf e a t u r eo fwhi c hi swi r e l e s ss ha r i n gma ki n gi tmor ec on v e n i e ntt o u pl o a dh i g hd e fini t i onp h ot oso nl i n e ,a sa ne ffo r tt or e f or mc ons ume r s ’h a bi to fu s i n gt hec on v e ni e nt s ma r t phon ef o rc a p t u r i n gmome nt s . Ast h er e s ul t i n ge ffe c t , Ca no na dsof t e nt i me sf e a t u r ey oun g , i nflue nt i a lf a c e st r a v e l i n g ,s o me t i me swi t hah i n tofh u mor .Asah i g hi n v ol v e me ntpr o du c t , Ca non h a ss ma r tc on s u me r swhoa r ea wa r eo ft hev a l u et he ys e e ki nap r o du c t , a r ea bl et oc o mpa r eb e t we e n s i mi l a rp r o du c t sf r o mc o mpe t i n gbr a ndsa nda r ewi l l i n gt op a y“ mor ef o rmor e ” .Ca noni s d e t e r mi ne dt or e s e r v et he i rr e put a t i o no fh i g hl ys u s t a i na bl epr odu c t s . a .Co mpe t i t i o r s : Ca no nh a sanu mbe ro fdi r e c ta n di nd i r e c tc omp e t i t or sf r o mt hec a me r ama r k e t , f o rb o t h DSLRa n dPo we r s ho tpr o d uc tl i n e s . Di r e c tc ompe t i t o r s :

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DSLRp r o duc tl i ne

Br a nd

Pr i c i n g

De s c r i p t i on

| Delighting you always

8

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Mo s tc ommonl y 1 5, 0 00, 0 00VND -40, 0 00 , 00 0VND

TheDSLRs e gme nti sNi k o n ’ s ma i nf o c us ,a si t st e c hnol o gyi s c ha r a c t e r i z e db yai n no v a t i v e p r o c e s s i n ge n gi nes up por t e d b yac o n v e ni e nta v a i l a bi l i t y .

Mo s tc ommonl y 1 5, 0 00, 0 00VND -35, 0 00 , 00 0VND

Pe nt a xDSLRsa r er e a s ona bl y p r i c e dc on s i d e r i n gi t sde s i r a bl e f e a t u r e s .Ho we v e r ,t he yh a v e n oto ffic i a l l yj oi ne dt he Vi e t n a me s ema r k e ty e t ,whi c h me a nsl o wa v a i l a bi l i t y .

Po we r s ho tpr o d uc tl i n e

Br a nd

Pr i c i n g

De s c r i p t i on

1 0, 0 00, 0 00VND -20, 0 00 , 00 0VND

Ni k on ’ sc omp a c tc a me r a sa r e d e s i gne df orma xi mum p or t a bi l i t ya l on gwi t hs t r o n g a ut of oc usa ndc o nt i nu ous s ho ot i n g . Ho we v e r , t h e r ea r e f e wo pt i o nst oc h oos ef r om.

9 , 00 0, 0 00VND -25, 0 00 , 00 0VND

So n y ’ sc omp a c td i g i t a lc a me r a s a r ee ndu r a bl ei nh a r s h c on di t i ons , whi l ea l s o h i gh l i ght i n gs pe e da ndau s e r f r i e ndl yi nt e r f a c e .The ya r e mod e r nl yde s i g ne dwi t ha r e a s ona bl eo pt i o nsr a n g e .

1 1, 5 00, 0 00VND -32, 0 00 , 00 0VND

Thi ss e g me nto fPa na s o ni c ’ s c a me r a spr e s e nti t s e l fa sa l l s e a s o n sa d v e nt u r ec a me r a sf o r a c t i on. The ya r ea l s owi fir e a d y wi t hc ompa c td e s i gnt ha t c ome si nav a s tv a r i e t yo f c ho i c e s . I t sdo wns i dei sh i gh p r i c i n g .

| Delighting you always

9

7 , 00 0, 0 00VND -15, 0 00 , 00 0VND

Sa ms un g ’ sc a me r a sa r e c ha r a c t e r i z e db yi mp r e s s i v e s ho ot i n gs p e e da n dp or t a bl e d e s i gn. Th e ya r ea l s owi fir e a d ya ndd i v e r s e .

I ndi r e c tc o mpe t i t o r s

Br a nd

Pr o duc t

“Instax" cameras

Ma n yb r a nds

Ma n yb r a nds

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Fi l mc a me r a s

Sma r t ph one s

Pr i c i n g

De s c r i p t i on

1 , 50 0, 0 00VND -4, 0 00, 0 00VND

I n s t a xc a me r a si suni q ue f o ri t sc on v e ni e n c ea nd p i c t u r es t y l e ,d i v e r s ei n d e s i gnb uti st a r g e t e da ta s ma l l e rc u s t ome rs e g me nt o fy oun gp e opl eo nl y .

2 , 00 0, 0 00VND -5, 0 00, 0 00VND

Fi l mc a me r a ss ui tt h et a s t e o fo l d s c ho olpho t ot a k e r s whol i k et h i n g svi nt a g e .As an i c hema r k e t , t hi s s e gme nti sn o tama i n s t r a t e g i cf oc usof ma nuf a c t u r e r sa ndi sn o t wi d e l ya v a i l a bl e .

High-end smartphones are Hi g he nds ma r t pho ne s equipped with easy pointand-shoot photography a r epr i c e da t features providing high 1 5, 0 00, 0 00VND -30, 0 00 , 00 0VND quality shots at the expense of your mobile device.

f . Pu bl i c s : Ci t i z e na c t i onp u bl i c s:TheVi e t na me s ePh o t o gr a ph yAs s o c i a t i oni sa c t i v ei nh o s t i n g p hot o gr a ph yc ompe t i t i on st oe n c o ur a g ea ndp r o mot ep r o f e s s i o na la nds e mi pr op ho t o gr a ph y . Ge ne r a lpubl i c s:They ou n ga ndg r o wi n gwor kf or c ea c c ou ntf or~5 3% o fVi e t n a m’ sp op ul a t i on , t heme di a na g eo fwhi c hi s2 9. Vi e t n a me xpa nd i n gmi ddl ec l a s swhoa r ec on ne c t e da nds ma r t c on s u me r sa ndha v eah i g hs p e n di n gc a pa bi l i t yi se x pe c t e dt od o ubl eb y20 20. ( Di n h,2 0 16)

| Delighting you always

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Ca no nu s e r sp ubl i c s:Thi spub l i cgr o u pa ffe c t sCa noni naf u nda me nt a lwa ya st he y ,a s e x pe r i e nc e du s e r s ,f r e e l ys h a r ea bou tt h e s ec a me r a su nde rt h ef or mofac r i t i q ue . Ba dr e vi e ws r e c e i v e dwoul du ndo ubt e dl ya ffe c tCa nons a l e s . Me di apu bl i c s:Vi e t n a mp r e s si sr e l a t i v e l yp o we r f ult o wa r d st h ep ubl i c ,t h ou ghf r e e dom o f s p e e c ha ndi n f or ma t i o ni sno twe l lpr a c t i c e do nma t t e r she a v i l yr e l a t e dt op o l i t i c a li s s ue s . One c ha nn e lofme di ab e i n ge xpl oi t e de ffic i e nt l yi ss o c i a lme di a ,e s p e c i a l l yFa c e bo ok. The ya r ea l s o amor ep o we r f ulpubl i s h e ro fa f or e me nt i o ne dc r i t i q ue s . I n t e r na lp u bl i c s:Ca nonVi e t n a mi sd e t e r mi ne dt oc r e a t eac o mmi t t i n gwor ki n ga t mos p he r e wh e r et he i rt hed e v e l opme ntofe a c hme mbe ra ndc on ne c t i o na mon gt h eo r g a ni z a t i o ni s p r i o r i t i z e d .( Ca no nVi e t n a m Co . ) . Ca nona l s oa c t i v e l yh ol d sp ho t o gr a ph yc ont e s t st oe n c ou r a g e a t t r a c tne wpot e n t i a lc us t o me r sa n dp r o mo t ebr a nd’ sna me

2 .Mac r oEnv i r onme nt s: a .De mo g r a ph i c : Ac c o r d i n gt ot hewe bs i t eoft h eCe nt r a lI nt e l l i g e nc eAg e nc y( CI A) , Vi e t n a mr a nks1 5o nt he l i s t ofn a t i o nsb yp opul a t i o n. Wi t ht het o t a lpopu l a t i ono fa p pr o x i ma t e l y9 6mi l l i on( J u l y2 0 17) , gr o wt hr a t ea t0 . 93 %,3 4 . 9 %a r eu r b a np e opl ea ndt hea g eg r o upo f2 55 4t a k e su pt o4 5. 5 6%. Vi e t n a me s ec on s u me rs pe ndi n gi ss t e a di l ygr o wi n ga ndi se s t i ma t e dt or e a c h1 3 2, 0 00b i l l i onUSD b yt hee ndo fJ u ne2 018( s e eAppe ndi x3 ) . Th i si sapr o mi s i n gma r k e tf ort h ec ons ump t i onof e l e c t r o ni cd e vi c e s . b .Ec on omi c : Vi e t n a mi saSo c i a l i s tc o unt r y ,whi c hme a n st h eg o v e r nme nth a sad i r e c ti n v ol v e me n ti n e c on omi cd e v e l opme nt . I ns p i t eo ft h a t , t h emod e r nd a yVi e t n a mi s“ ami xb e t we e nt hi ss t a t e p l a nne de c on omya n dama r k e te c onomy ”( Wo r l d At l a s ) . Be c a us eo ft heDo iMoi( 1 9 86)p o l i c y , Vi e t n a mh a sg o nef r om “ ac e nt r a l l yp l a nne de c ono myi nt oamor ema r k e t o r i e nt e de c on omyt hr o u gh gr a dua li n t e gr a t i oni nt ot heg l oba lt r a di n ga n di n v e s t me nts y s t e m”( WTO) . Thi sope n st heg a t ef o r f o r e i g...