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Summary

Report on Visit to Vietnam to Meet NGO HopeBox...

Description

MG6022 International Business Study Trip

We hereby state that: This submitted assignment is our work alone and that due recognition has been given to any external content through the use of referencing. All group members contributed equally

Name and student ID NAME

STUDENT ID

SRIJANA SHARMA

19023103

LAUREN PONSI

19104731

EMMA O’ DONOGHUE

14162849

XIAOJUN LU

19019165

GAURAV AGARWAL

19062702

Table of Contents

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Introduction

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Organisational Structure

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Organisational Goals

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Demographics

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Target Market

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Industry environment

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Competition

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Member Contribution

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Potential questions

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References

Introduction

To begin, Vietnam is a developing country, and one of the main goals is to raise the standard of living, get people out of poverty and build a sustainable life. Support can be seen in many ways, this ranges from support as humanitarian acts, to social and economical acts. With the support of non-governmental organizations, Vietnam has seen an increase in national and international help in forms of relief from natural disasters to long term efforts of social welfare. Domestic violence is a major health issue in the world. According to the World Health Organization (WHO), up to 71% of women between the ages of 18 and 60 who have encountered mental, physical or sexual harassment, and between 15 and 29% of women worldwide have experienced multiple forms of abuse. Mental health and social care services face major obstacles in developing policies to prevent and respond to domestic violence. The Vietnamese government has established the Domestic Violence Prevention and Control (DVPC) law in response to the criteria of the Millennium Development Goals. The DVPC was enacted in 2007 and entered into force in early 2008. The legal reform helped bring DV out of Vietnam's private domain and into the general public and professional services ' attention.

Organisational Structure The CEO and founder of Hope Box is Huang Duang. The board of members comprise of Duong Do who is a social worker and before his postgraduate studies he worked in an International NGO in Vietnam which provided a form of psychological support to the people suffering from gender based violence. He also worked closely with Huang Duang to create the concept of Hope Box when they were doing their masters in Australia.

Organisational Goals

From our research, we discovered that out of all the married women living in Vietnam, around roughly 58% women have suffered from emotional, sexual and physical violence at some stage of their lives from their partner. Furthermore, out of this 58% of women, up to 87% of women did not report this form of abuse. As a result of this horrific violence, Hope Box, a social enterprise,

has been set up with their main goal being to empower the women living in Vietnam. This is to give these women who have been affected by this domestic abuse, a chance to live their life freely without any assault of any kind. It is vital that these women are in a position to raise their children in an environment free from violence, negativity and the stigma that women are meant to tolerate any abuse to keep peace would be broken. Hope Box acts as a platform for all those women who have suffered this form of abuse. Not only does Hopebox help women to escape from this horrendous situation but to also help them grow and to end this cycle of abuse. Their main aim is to break the long occurring stigma, which refers to how some women have a responsibility of maintaining a happy family and are being punished rightfully, this can lead to some women feeling as though they deserve this punishment. When they try sharing the abuse related problem with their mothers or friends, they are led to believe that the abuse is happening to them because they must have done something wrong in their past, and that they should try harder to maintain peace. The cycle had to be broken so that not only the women who escaped could be saved but also the present generation should know that it's not ok to face violence. Also, domestic violence and human trafficking goes hand in hand and according to report by UNICEF, women and girls of rural areas are more prone to becoming victims. Hope Box therefore wants to provide a safe environment for women living in rural areas by increasing opportunities and empowerment. As domestic violence has been an ongoing issue for women in Vietnam, it is a very difficult task to try and eradicate it all of a sudden. Thanks to Hope Box, we are extremely hopeful that someday this domestic abuse will come to an end and women can live peacefully, in Vietnam.

Demographics

Hopebox is an NGO that provides a service in exchange to raise funds to support the underlying mission of the business. Hopebox is bringing light to the domestic violence epidemic in Vietnam by providing healthy and sustainable meals to the community of Hanoi. Therefore, when analysing the business plan it is going to be essential to identify the main players contributing to the funding, more lunches ordered potentially brings more possibilities for victims. There are two essential factors that must be considered when looking at a particular market; mainly, the number of potential customers and the value of the market. As a group, we need to identify the HopeBox customer and the market value in the Hanoi area. In order to calculate ways to help

the charity fighting violence against women more accurately, we incorporate the prices of the Hopebox meal supplies and facilities.

Target market

Hopebox currently advertises on their website as an in office meal delivery service with the minimum purchase of 3 boxes in ten kilometers of Hanoi. The group will need to identify who the current customers are and who are potential customers. We will need to identify the clear segments and drivers of demand. Currently, Hopebox uses social platforms such as Facebook as a primary mode of ordering. This potentially could be a limiting factor for those who do not use Facebook during the workday or at all. Additionally, Hopebox is not looking to utilize applications such as UberEats since those services take a large percentage of the profit. In the meantime, with the growth of international tourism and the rapid development of tourism in Vietnam in recent years, Hopebox began to consider combining international food with diversified menu to stimulate the growth of consumer demand and expand potential customers. Through the development of international consumer groups, through globalization to publicize the problem of violence against women in Vietnam, to further alleviate the problem of violence against women in Vietnam.

Food with Health and Wellness Benefits As the economy continues to improve and disposable income grows, consumers can afford better products, and thus start to look more at the nutritional value of the goods they purchase instead of just taste and price. This trend is especially present in the big cities such as Ha Noi and Ho Chi Minh, where people are more affluent and better educated in terms of food nutrition, as opposed to other areas in the country. Consumers have started to pay more attention to product labeling to learn about their nutritional content, including information on calories, fat and sugar. Products containing fortified nutrients for extra health benefits, such as vitamins, omega-3 or minerals, are also gaining popularity amongst consumers.

Mergers and Acquisitions As the packaged food market becomes ever more crowded with many medium and small players, there are more opportunities for merger and acquisition activities. Joint ventures and strategic alliances are also expected to occur in the near future as companies realize the potential when they leverage each other’s strengths. Therefore, the packaged food sector is expected to be very dynamic in the coming years.

The Development of Modern Retailing Traditional retailing will continue to dominate packaged food, as a whole, while modern retailing will gradually take over traditional retailers’ share in the near future. Modern retailing is also expected to spread to suburban areas and newly developed cities and towns, which will increase the availability of packaged food.

Task

Hopebox has tasked our group with developing a business plan to support the internal and external growth of the business. We will look at a market analysis by dissecting the markets volume and value, the various customer segments. Additionally, looking at the competition, the economic factors such as barriers and regulations. By critically analysing the Vietnamese market they will be able to carefully identify improvements and give the best recommendations possible.

Industry environment Nearly 60% of the Vietnamese population is under 30 years old. This young, dynamic and relatively wealthy segment of the population is driving consumer trends and is attracted to Westernized lifestyles and products (from fashionable clothing and accessories, cosmetics and technology, to processed and packaged foods). These consumers prefer shopping in modern outlets, such as department stores and supermarkets, rather than traditional markets. They are

considered to be the most powerful consumers in Vietnam and as economic conditions improve spending by this group is expected to increase rapidly in coming years. The development of Vietnam's food services industry is guided by a strong economic growth, swift urbanization and increased supply jobs. The younger generation is seen as a trendy culture and needs to socialize beyond catering, as seen in the West. Vietnamese consumers, especially those in urban areas, are gradually shifting away from buying fresh food, and towards buying packaged food in supermarkets and convenience stores. With more consumers, particularly younger ones, having less time to cook, the packaged food industry has developed considerably in the last few years. As their range of food products has increased, from African to Western, the number of full-service restaurants has been increasing. The pressure on Vietnamese food services markets is likely to grow in new entries, including Tokyo delicatessen (Japan), Takagi (Korean theme) and MK (Thailand). According to the latest IMARC group report, Vietnam's online food delivery market: industry trends, market share, size, growth, opportunities and forecasts 2019-2024, Vietnam's online food delivery market is expected to grow at a compound annual rate of nearly 23%, with double-digit growth in the forecast period 2019-2024. Competition

Upon research, it is found that a similar competitor is known as “Smart Meal”, a meal plan delivery service would have a similar concept without the benefits of helping those affected by domestic violence. “Smart Meal” offers a wide variety of diet plans tailored to the needs of the customer and delivered fresh. Though both are similar in concept by delivering healthy and sustainable meals, Hopebox holds the upper hand by marketing their efforts to empowering women and tackling the domestic violence issue. With a strong focus on social concerns, the brand itself uses a publicity strategy to strengthen Hopebox's corporate culture and increase its market share value.

Member Contribution: Lauren For my part, I discussed the demographics of this NGO in Vietnam and our objectives for creating a business plan. I learned that there are two essential elements that must be analysed when looking at this particular market. Srijana I have researched and written about the Organisational Goals and Organisational structure of HopeBox, during the research I was able to understand the main aim of the organisation, the reason for its opening and how efficiently they have been trying to work towards their goal. Emma During my research process of this non-profit organisation, I have contributed to the extent of domestic violence experienced by these women and how widespread this issue is currently in Vietnam. Xiaojun My contribution on the report involved the target markets of the NGO, with this I learned about what are the sectors in which Hope Box contributed to and how it has efficiently helped in acquisitions, while the end goal being the same Gaurav In the report my main focus was on the competitor analysis, found out about the competition that it has in the market and how it has been able to still be the best one.

Potential Questions

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Who is the current customer market?

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What is the current reach?

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Is hopebox open to taking orders from other sources (that are free or minimal costs)?

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Does Hopebox see for profit businesses as competition?

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What are the costs associated with the lunches? Would larger quantities of orders reduce costs, or be more difficult for Hopebox?

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Hopebox uses glass containers, is there a current program to recycle the containers i.e., repeat customers?

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What are the current barriers (i.e., costs, regulations, delivery)?

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What is the development trend of the industry market?

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Can Hopebox's eco-friendly packaging get some support (cost, labor and publicity, etc.) from relevant environmental protection organizations?

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Who is Hopebox's biggest competitor in terms of market share? Compare the advantages and disadvantages of them.

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Whether Hopebox, combined with international consumer demand, can resonate the problem of violence against Vietnamese women in the world is a global phenomenon, which should call for more people to solve it together.

References:

http://smartmealvn.com https://www.heritage.org/index/country/vietnam unfpa.org/news/new-study-shows-high-prevalence-domestic-violence-viet-nam# https://www.unwomen.org/en/news/stories/2013/2/in-viet-nam-a-new-study-reveals-domestic-vio lence-costs https://www.researchandmarkets.com/reports/4662658/vietnam-online-food-delivery-market-ind ustry https://www.scribd.com/document/79919000/Vietnam-Packaged-Food-En...