ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 1: Business and Business Environment

Submission date 21/10/2020 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student Name Dinh Khanh Huyen Student ID GBH200125

Class GBH0908 Assessor name Do Thu Trang

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.

Student’s signature Huyen

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Table of Contents
I. Introduction ............................................................................................................................ 4

II. Micro and Macro environment ............................................................................................... 5

2.1 Competitive environment: 5 force model ........................................................................ 5

2.1.1 Potential competitor .................................................................................................. 5

2.1.2 Current competitors .................................................................................................. 6

2.1.3 Substitute product ........................................................................................................ 8

2.1.4 Suppliers power ........................................................................................................ 8

2.1.5 Customers power ..................................................................................................... 9

2.2 PESTLE analysis: 2 specific factors ................................................................................ 9

2.2.1 Economic ..................................................................................................................... 9

2.2.2 Social factor ................................................................................................................12

III. Internal analysis ................................................................................................................15

3.1 Core value, Mission and Vision ..........................................................................................15

3.2 Organizational structure .....................................................................................................15

3.3 Human resource ................................................................................................................16

3.4 Brandname ........................................................................................................................17

3.5 Market resources ...............................................................................................................17

IV. Business decision .................................................................................................................18

IV. Conclusion.........................................................................................................................21

V. References ...........................................................................................................................22
 I. Introduction
Whether a company big or small depends on the business environment because it is an
important basis for success or failure for the company. This is an analysis in Wells Fargo, an
American multinational financial services company. Report of choosing company to invest
believes this firm has an opportunity to be a profitable investment. This is an analysis about the
internal and external environment of Jollibee is an extraordinary success story because only two
small ice cream shops founded in 1975, specializing in hot dishes and sandwiches have become
a company with 7 stores in 1978, specializing in hamburgers. Then it became a corporation that
created the revolution of fast food in the Philippines. Jollibee currently has more than 1000 stores
in the Philippines and more than 300 stores in countries around the world such as the US, Hong
Kong, United Arab Emirates, Qatar, Brunei, China, and Vietnam. The first Jollibee store opened
in Vietnam in 1996. Up to now, Jollibee has more than 100 stores in Vietnam spread across the
country. After over 20 years operating in the Vietnamese market, Jollibee has become one of the
three most influential and popular young fast food brands. This assignment will analysis Micro and
Macro environment, Internal analysis, Business decision of this company.
 II. Micro and Macro environment

2.1 Competitive environment: 5 force model

2.1.1 Potential competitor

Jollibee's market is a monopolistic competition, so threat of new entrants is high. Fastfood
market Vietnam is considered as a market for big players such as KFC, Lotteria, Jollibee, Pizza
Hut .... Most of these are foreign brands, although not long ago in Vietnam, they have the
advantage of capital. investment, process - technology has standardized and the brand is well
known across the continent or the globe. Kinh Do is one of the few food companies participating
in the Vietnamese fast food market. On July 15, 2009 Kinh Do Saigon Company (a member of
Kinh Do Group) opened the first K-Do bakery & cafe at S18-1 Skygarden, Tan Phong ward,
district 7. Beside bakery High-end and familiar Kinh Do fast foods such as sandwich, pizza,
hamburger, hot dog, etc., the difference in the menu is also in high-end cakes such as cheese
cake, mouse cake, .. ..the drinks are quite diverse: espresso, cappuccino, latte, frozen coffee,
milk tea, etc., associated with the modern and exciting lifestyle of young people. With prices from
only about 15 000 VND to 30 000 VND, K-Do bakery & cafe attracts a large number of customers.

It can be said that both Jollibee and K-Do bakery & cafe have the same target group of customer
and the price is also in the low price range. However, Jollibee is a fast food brand that has
penetrated the Vietnamese market for a long time and built itself a large number of loyal
customers. In addition, this is an international, famous and long-standing brand, good service
quality, youthful modern space, so this is a big barrier that makes K-Do bakery & cafe difficult to
surpass. This is evidenced by Jollibee constantly opening more facilities while the K-Do bakery &
cafe seems to stall, even losing the market. Therefore, we assert that the risk of entering the fast
food industry in Vietnam is moderate due to too many barriers from big brands, needs of
customer and market.

2.1.2 Current competitors

Along with KFC, Lotteria and Mc Donald’s currently account for the largest share of the fast food
market in Vietnam, with more than 300 covered stores in major cities. The prices of these 4
"giants" are also very competitive compared to Jollibee.

(vnexpress, 2020)
 Companies Price Customer satisfaction Market growth
36.000VND/ In Viet Nam, there is 57% of The separate financial statements of
1 piece of consumers regularly use 2019 of KFC Vietnam Joint Venture
chicken fast food (more than 1 time / Company Limited recorded revenue
month). In people aged 16- of nearly 1,500 billion VND, an
KFC 24 years, the rate is higher. increase of only 1.3% compared to
62.000VND/ 2018. The growth rate is still
1 combo KFC and LOTTERIA Are positive, but lower than the increase
choosed nearly 90% of of 7.5 % and 18.3% of the period
consumers . Even Mc two years ago.
36.000VND/ Donanld’s appeared in Viet
In 2019, Mcdonald's revenue
1 piece of Nam latest, its brand still is
reached 21076.5 billion. This
Mc chicken recognized by nearly 80%
number does not increase
Donald’s customers.
75.000VND/ significantly compared to 2018,
1 combo 21025.2 billion VND.
About half of KFC users are
willing to recommend KFC
36.000VND/
to others, while in Lotteria,
1 piece of
MC Donalds and Jollibee In 2019, Lotteria's growth was quite
chicken
are only a third. good when this chain of stores
Lotteria achieved about 1,683 billion dong,
61.000VND/ Satisfaction customer up 8%. This is an improvement from
of
1 combo mainly comes from good 2018, only 2% increase from 2017
food and service. In which,

30.000VND/ KFC has the highest

In 2019, Jollibee reached the
1 piece of satisfaction rate for delicious
revenue of trillion VND (179626.19
chicken food.
Billions dong), an increase of more
Jollibee
than 40% compared to 2018. The
61.000VND/ Location is the main reason
average growth rate in the last three
1 combo why clients don't
years was over 37%, much higher
recommend one store to
 others. MC Donalds has a than the 4% increase in KFC and
much higher price than 5% in Lotteria.
other brands.
(qandme.net,2017)

2.1.3 Substitute product

Vietnam is a country with a very rich and diverse cuisine, so it is obvious that a product can be in
danger of being replaced. In addition, unlike Europeans, Asians, typically Vietnamese people,
they tend to pay more attention to appearance. Fast food is a food that is high in calories, fats and
carbs. These are factors that make people obese and unhealthy. With this in mind, a new trend
appears to be healthy food. With prices almost the same, it can be ordered to ship on the app, so
healthy food is gradually becoming popular because it meets the needs of fast food customers
such as: fast, delicious and more good factors for health. In fact, stores and companies that sell
healthy foods can also satisfy oysters with all the things fast food companies like Jollibee provide
such as fast, convenient, and delicious. Office workers gradually tend to order healthy food
instead of fast food. In particular, the market where Jollibee targets me mostly cities, where there
are many office buildings, this proves that Jollibee or fast food companies will soon be replaced
by healthy food. Therefore, the development of Healthy food could not only affect fast food and
Jollibee industry profits but also risk losing their market.

2.1.4 Suppliers power

The current supplier of Jollibee is 3F Viet Food company. Jollibee is a famous brand with
professional operating style and always wants to bring customers the best quality products, so
Jollibee has built a prestigious relationship and quality assurance in the market with suppliers. In
addition, Jollibee's main products are made from ingredients such as chicken and potatoes. Since
Vietnam is an agricultural country, there are many suppliers willing to cooperate with Jollibee for a
long time. In fact, the profitability of the fast food industry has a strong tie to profits of the supplier.
Because there are no product differences, large order sizes, and large number of suppliers,
suppliers have little price control and this makes the bargaining power of the suppliers less a
weak force. In other words, the supplier's power over Jollibee is very low or even no bargaining
power.

2.1.5 Customers power

The power of customers over Jollibee is quite high because the company's customers are
mostly retail customers, which put pressure on the brand quickly and massively. Vietnam has a
fairly high population growth rate that has created a class of young people with good incomes and
willing to pay more for a delicious and quality meal. In addition, in addition to Jollibee, there are
also many brands with influences in the fast food industry in Vietnam such as Lotteria, KFC, Mc
Donanld's, and Burger King. In other words, the customer has many options for his or her fast
food needs. Therefore, Jollibee has to constantly develop in product quality and service quality to
attract new customers and keep loyal customers.

2.2 PESTLE analysis: 2 specific factors

Factors of the business environment directly affect the formation and development of each
company. Macro environment (PESTLE) will show whether the company is in growth or a
recession. This environment includes politics, economics, society, technology, law and
environment. This analysis will choose economic and social factor to analyze specificly.

2.2.1 Economic
a. GDP

From the chart above, we can see that Vietnam's GDP has steadily increased over the years
since 2016. This shows that Vietnam is a potential market for businesses. Vietnam's GDP in
2019 achieved impressive results with a growth rate of 7.02%, exceeding the target set by the
National Assembly from 6.6% -6.8%. In which: the first quarter increased by 6.82%, the second
quarter increased by 6.73%; the third quarter increased 7.48%; the fourth quarter increased
6.97%. 2019 is the second consecutive year that Vietnam's economic growth has reached over
7% since 2011.

In 1986, Vietnam implemented the renovation plan. This is an important milestone that has
spurred Vietnam's rapid economic growth, from a poor country to a developing country with
moderate GDP. Since 2002 onwards, Vietnam's GDP has reached US $ 2,700, an increase of
more than 2.7 times. Besides, more than 45 million people have escaped poverty. The poverty
rate fell sharply to below 6%. The rest of the poor are poor at 86%, mainly ethnic minorities. In
particular, since domestic demand and export-oriented manufacturing are always high, the
Vietnamese economy continues to have a strong and resilient economy. 7% is the real GDP
increase in 2019 and this is the highest growth rate in the region. (Vietnam Overview,
Worldbank.org 2020)

The strong growth of Vietnam's GDP in recent years has brought positive opportunities for
businesses, especially the fast food industry. The increase in GDP also means that Vietnamese
people will be willing to pay more for a meal. Thereby stimulating demand for micro-
environmental business of the fast food industry.

However, Jollibee also receives a heavy burden on market share growth compared to
competitors like KFC and Lotteria. Besides, Jollibee also has to constantly improve and innovate
its business strategy to meet the needs of the market and customers to survive in this risky
market.
 b. Inflation rate

According to the General Statistics Office, which released data in December 2019, the consumer
price index increased by 1.4% from the previous month. In the past 9 years, this was the highest
increase in December. The reason for the high CPI increase was the increase of 3.42% in the
restaurant and catering services group. In 2019, Vietnam's inflation rate was 2.80%, which has
decreased by 0.74% compared to 2018. Vietnam is a relatively low inflation country, which gives
Jollibee the opportunity to compete fairly with domestic companies and boost commercial market
share.

Inflation and economic growth have a positive relationship through stimulus. Specifically,
inflation creates an increase in prices, people actively consume or accumulate, leading to an
increase in the total quantity demanded. In addition, inflation is added by devaluation of domestic
money, improving the competitiveness of the economy and increasing exports. Reasonably low
inflation causes cash to fall in value faster than it is invested, so investing will become an
attractive area of choice instead of hoarding cash. For production, moderate inflation will help
manufacturers buy inputs and labor at lower prices, thereby increasing savings and investment,
encouraging them to expand production scale.
 2.2.2 Social factor
Vietnam is a country with a large population size, relatively young population pyramid and has
entered the period of "golden population structure" with the most abundant human resources
ever. According to the latest data from the United Nations, as of October 15, 2020, Vietnam's
population is 97,567,269. An increase of 686 624 people compared to the population as of
December 31, 2019, to 96,880,645 people. In December 31, 2019, Vietnam has 48,343,248
males and 48,537,397 females. (danso, 2020).

(dan so, 2020)

Nearly 88% of the population aged 25-59 participate in the labor force; in which, the proportion of
the population participating in the labor force is highest in the age group 25-29 (14.3%) and
slightly decreases in the group of 30-34 (14.2%). The young population (15-19 years and 20-24
years) and the old age group (60 years and older) both account for a low proportion of the labor
 force participation (less than 10%). The size of the population by age shows that the number of
young people and people of working age make up a large part of the population structure of
Vietnam. This is also Jollibee’s target customer.

*Vietnamese Lifestyle

Culture and beliefs are factors that strongly influence the Vietnamese lifestyle. Depending on the
culture, religion, and geography, the lifestyle will be different. In the development of modernization
and Westernization, Vietnamese people have had a certain division and difference between
generations.

Vietnamese people take family relationships very seriously and it is not uncommon to see people
living in large families closely bonded together. Because family members are working in most
families, the parents of couples are the babysitters

Across Vietnam, people's lifestyles are strongly influenced by long-standing Confucian values and
virtues. This value system requires people to respect those who are taller than them in terms of
age and standards. Some of the virtues of this system are trustworthiness, kindness, respect,
dedication, and obligation. Therefore, the human way of life is generally the result of these values
and ethical system.

The advantage for the fast food industry in Vietnam is that the Vietnamese is always catching up
with the trend quickly and is influenced by Western culture. Meanwhile, fast food also has a
starting point in the Western Hemisphere, so it can easily penetrate the needs of the market and
the needs of Vietnamese people to have a fast, modern, and tasty meal.

*Customer behavior:

In Vietnam, Vietnamese people have two distinct spending behaviors: the willingness to spend
generously on necessities and to spend too hard and too economically. catch up with the times
and new trends very quickly, especially in big cities. Therefore, products and services must also
be constantly innovated to catch up with the trend to get profit.

Fast food eating behavior of Vietnamese

 Vietnam is known as the country of good diet. On the other hand, the number of fast food chains
is increasing, especially in HCM and Hanoi.

(qandme,2020)

According to qandme, about 70% of Vietnamese say that they like or really like fast food. The
purpose of going to a fast food restaurant is not only to satisfy food needs but also to meet
friends. This shows that the Vietnamese eating habits are also one of the advantages for Jollibee
to develop.

In summary, social factors have a significant influence on business activities of enterprises and
especially Jollibee. Vietnam is a promising market, where Jollibee has many opportunities to
reach customers, make profits and grow business.
 III. Internal analysis

3.1 Core value, Mission and Vision

a. Strengths

With a broad vision , wich is in accordance with development activities, Jollibee is one of the
biggest, most popular and favorite fast food service brands in the markets where the company is
present. It has a noble mission to bring great flavors in each dish, bringing culinary joy to
everyone. Jollibee has brought sympathetic views to consumers, thereby trusting and using the
company's products. In addition, Jollibee aims to become Asia's largest homegrown fast food
chain by 2020. Up to now, Jollibee is the fastest food chain in Southeast Asia and the second in
Asian continent on revenue

b. Weaknesses:

The weakness of the current vision is that its ideas are presented in a discrete manner, lacking
clarity in presentation. There is a need to readjust the vision so that companies can see it clearly
and systematically. In addition, it doesn’t quite capture what the business is about in totality.

3.2 Organizational structure

a. Strengths

Jollibee's functional structure is its strength. Apparently, the company has a clear and detailed
departmental operation which makes the strategies be implemented effectively. The
specialization that the functional structures cultivate helps to provide in-depth knowledge and
skills development to employees, and this help company achieve the functional goals.

b. Weaknesses:

Each functional unit performed well its duties with high efficiency. However, the level of
cooperation between departments sometimes gets into trouble, internal conflicts between units
can cause delays, reduce commitments due to competition for interests, waste of time causing
projects slowly develop.
3.3 Human resource
a. Strengths

In Jollibee, the training is very focused, the company's employees are well trained and according
to the program sent by the parent company in the Philippines. This helps the staff to work
professionally from processing to serving customers.

b. Weaknesses:

Jollibee currently has more than 1000 stores in the Philippines and more than 300 stores in
countries around the world . In addition, the branches constantly change employees .Therefore,
the number of employees is too large, dispersed over a large area, many countries and
territories, so it is difficult to control the quality of the staff.

(qandme, 2019)

Jollibee's human resources changed in a short time, the training focused made some employees
unprofessional and the parent company did not fully control the quality of the employees. Most of
the people are in young age, are students, so they lack experience and handle situations poorly.
This has made the service of some stores not appreciated. The proof is that only 13% of
customers are satisfied with Jollibe's service, compared to other competitors, this number is
quite low.
3.4 Brandname
a. Strengths

Jollibee is a famous fast food brand in the world and popular in many countries, including
Vietnam. The logo is designed with the theme character of a bee, which makes it easy for
customers to recognize the brand. This, compared to competitors like Mc Donanld's, KFC or
Lotteria is no less competitive.

Jollibee currently ranks 24th on the list of the world's largest fast food companies (including
coffee chains like Starbucks) in terms of number of stores. Excluding US companies, Jollibee's
ranking is even higher: 5th place (BrandnameVietnam,2019).

b. Weaknesses:

One of Jollibee's recent scandals is a fanpage in Vietnam that is hijacked by hackers. All posts
on this fanpage are focused on sales livestream content, with many different products from
clothing, cosmetics, to home appliances.

3.5 Market resources

a. Strengths

Jollibee has a chain of stores throughout the provinces of Vietnam, a team of strong delivery
staff, delivering to home in the fastest time. A perfect distribution and convenient for consumers.
In addition, Jollibee reaches many customer groups when expanding the campaign "to book
birthday party at Jollibee". In addition, franchise form of distribution has always been an optimal
form of business for fast food brands in the world. Most of Jollibee's branch stores are located in
malls, attracting a large number of customers with a youthful style. It is these characteristics that
have helped Jollibee dominate the market and develop rapidly compared to competitors such as
KFC, Lotteria.

b. Weaknesses:

In fact, the fast food market in Vietnam is very competitive. Jollibee has to face with many big
competitors like KFC, Mc Donanld's, Lotteria. When these brands have entered the Vietnamese
market before.
IV. Business decision
In 2012, Jollibee spent $ 25 million to acquire 49% of the Vietnamese business department and
60% of the Hong Kong business department of Viet Thai International Joint Stock Company
owned by businessman David Thai. Viet Thai International is also the owner of Highlands Coffee
and Pho 24 chains.In this deal, Jollibee said that, besides continuing to develop this coffee chain
in Vietnam, they will bring Highlands Coffee products into Jollibee's other restaurant chains
throughout Asia. This will be a significant added value for Jollibee, because now Vietnamese
coffee has been recognized by the world to be of top quality, as evidenced by the fact that after
buying Highlands Coffee, JolliBee also brought the coffee brand into its chain of restaurants
outside Vietnam market and more or less impresses customers. But this group does not
announce many plans to promote the development of Highlands Coffee (vnexpres, 2013).

According to JFC's 2018 annual report, Vietnam market doubled in 2018 in terms of revenue per
store, and marked Jollibee's six-year continuous growth chain in Vietnam. "Vietnam will continue
to be one of the most important markets even if we extend further to other markets in the world,"
the group's leader emphasized and said the plan to open more each year. According to the
report of JFC's activities, in 2018, Highlands Coffee chain had 320 stores in Vietnam and the
Philippines, with an average opening speed of 2 stores / week. In Vietnam, the growth of the
whole system reached 32%, thanks to an increase in the number of new stores and growth in
revenue per store (Forbes Vietnam, 2019).
 It can be seen that this is a wise business plan of Jollibee when acquiring Highlands - a coffee
brand that has a stable foothold in the Vietnamese market with its famous quality and brand
name. This not only helps Jollibee gain great economic profits but also helps the company
penetrate the Vietnamese market quickly and in the long term.

Food and drink demand is developing day by day according to the development of Vietnam's
economy. If only focusing on a chain of fast food stores, it will make it difficult for Jollibee to
become the largest foreign brand with the largest market share in Vietnam when declaring to
compete directly with KFC. The strengths of this decision is after owning Highlands brand, is also
one of the major coffee brands in Vietnam, this not only helps Jollibee expand the brand but also
encroach on the beverage market, improving profits. . In addition, Jollibee's human resources
department is experienced in training in the food industry, so it can easily integrate and approach
a wide range of customers. Investing in Highlands also meets the core values, vision and mission
of the company as it stimulates economic demand and expands markets, making Jollibee one of
the most successful brands in the F&B industry. .
 However, this investment decision also brings many risks to the group. The shift to the
beverage industry will be the entry into a whole new field that means more competitors appear. In
the past, Jollibee just focused on developing flavor and price to compete with KFC, Mc Donanld's,
Lotteria, the group had to face with big competitors in the beverage industry such as The coffee
house, Starburks, Phuc Long. Regarding human resources, the quality control of fields and
products also easily leads to many risks, and human resources will face great challenges. Quality
of service will not be uniform, can not serve the best and satisfy customers, which directly affects
all processes of the company and especially the brand. Jollibee has no experience in the
beverage industry, especially the taste of Vietnamese coffee, so it can reduce the inherent quality
of Highlands. In addition, most employees to managers of the company are at a young age, most
of them are students working part-time so they will lack in-depth service experience. .Human
resources department is required to ensure the quality of employees to satisfy customers'
satisfaction.

• Business decision is in accordance with the macro environment

With the decision to invest in a new field, although it carries many risks, it is consistent
with the social factors of the macro environment. In fact, Vietnamese society is
developing rapidly. Vietnamese people have a modern lifestyle and quickly catch up with
new trends. In other words, the need for food, the need to relax, and the need for strong
self-assertion. In addition to the less and less time Vietnamese people have to cook their
own complete meals, what they most need is space to relax and work. This is an
opportunity for cafes to thrive. So Jollibee's investment in the Vietnamese market is a
wise decision.
• Business decision is in accordance with the micro environment.

Investing in Highlands can help Jollibee reduce the risk of being replaced by a potential
rival, Kinh Do. Kinh Do is a joint stock company specializing in manufacturing and trading
snacks in Vietnam. This company has partly created sympathy and credibility with the
Vietnamese market, by thinking "Vietnamese people use Vietnamese goods". Because
Highlands is also a brand from Vietnam, Jolliibee will create a certain position in the
hearts of Vietnamese people. From there it is possible to develop brands and improve
profits
 IV. Conclusion
In conclusion, Jollibee has to study the details of the environment in order to strategize and
adapt to the policies for this market to develop and achieve the goals set out in the Vietnamese
market. In addition, companies must recognize its weaknesses, develop strengths to embrace
opportunities and avoid threats.
 V. References

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