NỘP LẠI BÀI PHÂN TÍCH MÔI TRƯỜNG VĂN HÓA XÃ HỘI - Môn quản trị học - Đại Học Kinh Tế - Đại học Đà Nẵng

lOMoARcPSD| 49426763
UNIVERSITY OF ECONOMICS – THE UNIVERSITY OF DA NANG
THE FACULTY OF BUSINESS ADMINISTRATION 1 lOMoARcPSD| 49426763
MANAGEMENT GROUP ASSIGNMENT
Student: 49K25.2- Group 3
1. Nguyễn Thị Thanh Hiền 2. Trần Lê Thảo Vy 3. Huỳnh Dư Minh Tú
4. Nguyễn Thị Hoàng Phúc 5. Nguyễn Hoàng Anh Thư lOMoARcPSD| 49426763 2 Sociocultural environment I.
Definition of sociocultural environment........................................................................4
1. Sociocultural environment.............................................................................................4
2. Social environment........................................................................................................4 3. Cultural
environment.....................................................................................................4 II.
Analyze the socio-cultural factors...............................................................................4
1. Social environment........................................................................................................5 -
Population:.................................................................................................................5 -
Economic conditions:.................................................................................................5 -
Occupation:................................................................................................................5 2. Cultural
environment:....................................................................................................6 -
Style, lifestyle:...........................................................................................................6 -
Religion:....................................................................................................................6 -
Customs:....................................................................................................................6 -
Language:................................................................................................................... 6 III. Sociocultural environment dimension in
Vietnam......................................................6 1.
Social environment........................................................................................................7 -
Population:.................................................................................................................7
Large total population Large consumer market.......................................................7 -
Economic conditions:.................................................................................................7 -
Occupation:................................................................................................................8 3 lOMoARcPSD| 49426763
2. Cultural environment:....................................................................................................8 -
Style, lifestyle:..............................................................................................................8
There are many different lifestyles shown by action, opinion or hobby, character:...............8 •
Style: Those who are more feminine often consume dresses or simply a popular,
beautiful design....................................................................................................................8
Those who buy clothes just to express their values often consume products that match those
values................................................................................................................................... 8 •
Frugal lifestyle: Some people will choose cheap products that are affordable enough
Companies can add incentive programs to tap into customer psychology.........................8 -
Religion:....................................................................................................................8 -
Customs:....................................................................................................................9 IV.
How does Vietnamese sociocultural environment affect Vinamilk?..........................9 1.
Social environment........................................................................................................9 lOMoARcPSD| 49426763
- Population:.................................................................................................................
9 - Economic conditions:...............................................................................................10
2. Cultural environment...................................................................................................10
- Religion:..................................................................................................................1 0 - Style,
lifestyle:.........................................................................................................10 •
Currently, drinking milk is an indispensable habit of the majority of Vietnamese people
because they are gradually following a healthy lifestyle and maintaining their health.
Vinamilk focuses on building a strong lifestyle, promoting comprehensive development. For
example, Vinamilk advertising creates an ideal model for dynamic, creative and effective
people. Brings attraction to a large number of consumers........10 •
Vietnam gradually leans towards socialization and pays more attention to the
environment Vinamilk develops organic and clean products.......................................10
.......................................................................................................................................1 1 5 lOMoARcPSD| 49426763
Sociocultural environment
I. Definition of sociocultural environment 1. Sociocultural environment
- A set of beliefs, custom, practices and behavior that exists within a population.
International companies often include an examination of the socio-cultural
environment prior to entering their target markets
- The socio-cultural dimension of the general environment represents the
demographic characteristics, norms, customs, and values of the general
population. Important socio-cultural characteristics are geographical distribution
and population density, age, and education levels. Today’s demographic profiles
are the foundation of tomorrow’s workforce and consumers
To better understand the socio-cultural environment, we will learn each of its definition: 2. Social environment
- In business, the term ‘social environment’ refers to the external factors and
conditions that influence a company's operations and interactions with society.
- The social environment includes factors like consumer preferences and buying
patterns influenced by societal beliefs and values.
- Moreover, the social environment also encompasses ethical considerations and
corporate social responsibility. Businesses are increasingly expected to operate in
an environmentally sustainable manner while addressing societal issues like
poverty alleviation or community development. 3. Cultural environment
- In business, the term ‘cultural environment’ refers to the set of values, beliefs,
customs, behaviors, and attitudes that exist within an organization or a specific
market. These factors shape the way individuals perceive and interpret
information, communicate with others, negotiate deals or contracts, and conduct business transactions.
- By recognizing and appreciating different cultural perspectives within their
workforce or target audience, businesses can foster better communication channels
and build stronger relationships.
- Moreover, being aware of the cultural environment allows businesses to identify
potential challenges or barriers that may arise due to differences in values or
practices that affect the consumption habits of Vietnamese people. If consumer
groups increase their use of new technology. 6 lOMoARcPSD| 49426763
II. Analyze the socio-cultural factors
When analyzing the sociocultural environment, it is important to consider several
factors. Here are some key elements to analyze: 1. Social environment - Population:
• Population growth rate in each locality, region and country
• Population movement (Or migration from rural to urban areas, from one
locality to another, from one country to another. has an impact on local
human resources and thereby affects the production and business activities of the enterprise)
• Change in gender structure (For example, Asian people's preference for boys
over girls also affects the workforce)
• Age structure change (For example, in developed countries like England,
France, and Germany, people have a higher average life expectancy than
developing countries like China and Vietnam) - Economic conditions:
• Although supply and demand have an impact on the economy, other factors
can also change the state of the economy. Monetary and fiscal policy,
international economic conditions, trade balances, productivity, exchange
rates, inflation, and interest are a few examples of variables and factors.
• In general, everyone benefits when the economy is robust and experiencing
growth. Companies make money, so they hire more people. This creates a
positive feedback loop whereby more disposable income is spent on
expanding the business's profits. That being said, everyone generally ends up
worse off during a period of weak economic conditions and economic
contraction. In a vicious cycle, businesses start losing money and firing staff,
which reduces disposable income and consumer spending and ultimately
results in lower revenue for the businesses. - Occupation:
• Nowadays there are many different professions. Each profession has its own
characteristics, and properties 7 lOMoARcPSD| 49426763
• Businesses can choose easily marketable services, goods, or incentives for
their business by using the characteristics of the majority of occupations in that area
For example: Stationery stores that specialize in selling school supplies
are often concentrated in areas around schools, because there are a lot of
students and teachers who are a potential consumer market
• Or based on different types of occupations, you can predict consumer buying
behavior and then target the type of customers your company wants to target.
For example: computer software companies will design different computer
software for brand managers, engineers, lawyers, and doctors. 2. Cultural environment: - Style, lifestyle:
• Culture in international business strongly influences personal style, from an
individual’s dressing sense to interacting with others. Each culture has its
customs and formalities for business negotiations and meetings. Hence,
knowing the subtleties of foreign cultures and respecting appropriate
formalities go a long way in making the right impression and bagging crucial business deals. - Religion:
• Religion considerably affects on business activity and corporate culture. In
some countries, the followers of particular religions are required to dress or to
maintain their physical appearance in a manner that is not appropriate to the
company’s appearance norms. Also, multinational company’s products or
ingredients used in manufacturing are forbidden in certain countries. For
instance, multinational companies cannot produce or sell pork products
because pork and all that is associated with it is rigorously forbidden
according to Islam (Ajami and Goddard, 2014). - Customs:
• Customs play an important role in man’s life. Awareness regarding various
kinds of custom can help an individual in adjusting to natural and social
environment, developing an individual’s personality, socialization of the
individual, proper use of freedom, and understanding other cultures and proper meaning of liberality. - Language:
• Understanding language is essential to marketing. It serves as a medium for
your message, forming the perceptions of customers and enhancing the image
of your brand. Language enables you to connect emotionally with your target
market, explain the advantages of your goods or services, and set your 8 lOMoARcPSD| 49426763
company apart from rivals. In addition, language is essential for building a
company's identity and branding. Customers' perceptions and interactions
with a brand are shaped by the language, tone, and communication style
employed in marketing campaigns, which represent the brand's personality and values.
III. Sociocultural environment dimension in Vietnam 1. Social environment - Population:
• Large total population Large consumer market
• Population distribution is uneven among regions increase labor costs and
reduce the competitiveness of businesses.
• Aging population reduce the young workforce and labor productivity.
• Low average life expectancy shortage of labor resources.
• Age for example, some brands only focus on children like diapers, baby bottles, ... 9 lOMoARcPSD| 49426763
• Gender for example, if a company sells products such as washing powder
and spices, the ads will appear mostly to women. Or if a company sells cars,
repair tools, or technology items, the ads will appear mostly to men. - Economic conditions:
• Low income high-end businesses are difficult to approach and sell their
products like Chanel and LV but it’s an opportunity for popular brands.
• Nowadays, the GDP of Vietnam is increasing so businesses must
continuously improve their products to meet consumer needs. For example,
health products are becoming more and more innovative, safer and more effective in treatment. - Occupation:
• A range of professions for example, teachers teaching at school in Vietnam
are required to wear “Ao dai” on the first day of a week or all days of a week
so companies that sell “Ao dai” have more chances to sell their products;
another example of this situation is that about people who do white-collar
jobs - they will need clothes that polite and a little bit elegant but the
bluecollars need convenience clothes because they need comfort to work
more effectively, so in this situation there are different brands that satisfy them. 2. Cultural environment: - Style, lifestyle:
There are many different lifestyles shown by action, opinion or hobby, character:
• Style: Those who are more feminine often consume dresses or simply a popular, beautiful design.
Those who buy clothes just to express their values often consume
products that match those values. 10 lOMoARcPSD| 49426763
• Frugal lifestyle: Some people will choose cheap products that are affordable
enough Companies can add incentive programs to tap into customer psychology. •
The company must identify the customer groups it wants to target in order to
carry out a good product marketing campaign. - Religion:
The vast majority believe in Buddhism There are some days that people eat
vegetarian foods so there are many businesses that will sell those foods on those days.
Religion in Vietnam has little impact on businesses because it is not too
harsh, it only has a temporary influence for a certain period of time. - Customs:
• Ancestor worship companies can sell fruits, food, wine, votive paper, lighting candles.
• On special occasions, businesses also change product packaging or promote
related products to meet customers' needs on those occasions such as
decoration, giving as gifts, ...
For example: Tet holiday selling apricot/ peach trees; Valentine selling
chocolate/ flowers; Christmas selling Christmas trees…
• In the past, people often dressed conservatively according to social standards,
but today people's styles, especially young people, are more open and liberal
businesses can design and produce clothes in many ways that meet customers' needs - Language:
• There are many businesses that have changed the language printed on product
packaging when importing to Vietnam to be able to reach the people here. In
fact, foreign companies can only engage with customers in emerging markets
successfully if they modify their language and communication strategies to suit
the local writing system, language, and customs of these areas. Nonetheless,
there is no denying that there is a very high chance of error when transferring
information into a different writing system and language. For example, Coca-
Cola once caused a misunderstanding because of a slogan written in
Vietnamese when advertising a product in 2019. IV. How does Vietnamese
sociocultural environment affect Vinamilk? 1. Social environment- Population:
• Vietnam's population increases year by year, a large population leads to a large consumer market 11 lOMoARcPSD| 49426763
• The population of Vietnam is aging.
Before 2020, Vietnam’s population has as young population structure.
Therefore, Vinamilk focuses on developing milk lines for children.
But from the following years onwards, Vietnam’s population tends to
age, Vinamilk develops dairy products for middle- aged people.
• The physical characteristics of Vietnamese people are relatively low weight
and height compared to the world. Develop more milk lines that favor height growth and weight gain
• Because of the population distribution between urban and rural people in
Vietnam, most of Vinamilk's selling points are concentrated in urban areas
and densely populated places. Factories, workshops, and cow farms are
concentrated in rural and highland areas, where population density is low. -Economic conditions:
• Most Vietnamese people's income is at a low average level, so Vinamilk's
prices are affordable, belonging to the affordable segment of basic products.
In general, milk prices are cheaper than formula milks imported from the UK,
Australia, America, etc. on the market while still ensuring enough ingredients
to help children develop fully and comprehensively, both physically and mentally brain.
For example: on Tiki's website the price of an Abbott Grow product (for
children from 1 to 3 years old) is about 365,000 VND for a 900g box.
Meanwhile, the price of Vinamilk's Grow Plus product is about 355,000
VND for a 900g box, not including the value of accompanying gifts.
• Vinamilk also uses a skimming pricing strategy for new products introduced
to the market to take advantage of customers willing to pay high prices for
the novelty and uniqueness of the product. The price will then be gradually
reduced as the product becomes more popular. A specific example is
Vinamilk's Ong Tho condensed milk product, which was introduced at a price
of about 35,000 VND/360g box in 2013, then the price was gradually
adjusted downward and is currently at about 23,000-30,000 VND/box.
• Vietnamese people's wages are rising (increased GDP growth) leading to
increased living standards and consumer demand. Therefore, Vinamilk must
improve product quality to meet consumer requirements. 2. Cultural environment- Religion:
• Religion in Vietnam is hardly affected too much, so for Vinamilk, this does
not affect the dairy product business too much. - Style, lifestyle: 12 lOMoARcPSD| 49426763
• Currently, drinking milk is an indispensable habit of the majority of
Vietnamese people because they are gradually following a healthy lifestyle
and maintaining their health. Vinamilk focuses on building a strong
lifestyle, promoting comprehensive development. For example, Vinamilk
advertising creates an ideal model for dynamic, creative and effective people.
Brings attraction to a large number of consumers
• Vietnam gradually leans towards socialization and pays more attention to the
environment Vinamilk develops organic and clean products.
• Most Vietnamese people often use what they feel secure and confident in and
rarely change Vinamilk Company must create trust in its reputation and
quality to easily make customers loyal to its products. 3. Cultural environment
- In the Asian perspective, honoring the national image through strong brands is
important compared to other imported products. Vinamilk scores points in
bringing Vietnam's reputation to the world with high quality and standard product lines.
Create trust and strong support from consumers
- On some special occasions, Vinamilk launches incentives and contests to
increase the amount of milk sold.
For example: Vietnamese Women's Day, promotes promoting suitable products for women. 13