1. Which specific industry do you choose? Why?

Which problem did you

identify? Do you have any facts and figures to support your choice?
According to many specific industries in Vietnam, I would like to explore Food and Beverage (or
can be called F&B). I want to analyze this industry due to the fact that I once worked for a milk
tea shop in the position of bartender for three months and during that time, besides making
money to pay for my personal interests, I also learned many things from my colleague's
experiences. Food and non-alcoholic beverage sales are anticipated to increase by 11.6%
between 2018 and 2021 and reach $40 billion in sales (Business Monitor International Ltd). By
2020, 33 million individuals will be middle class or wealthy (equivalent to a quarter of the
population), according to Boston Consulting Group, the F&B market in Vietnam is expected to
snowball in shortly the near future (BCG). In addition, the income of this population is forecast to
increase from $6,000 to at least $15,000 by 2035 and double by 2050 (according to PWC). 20%
of the monthly expenditure budget of Vietnamese households is spent on food. With such a
proportion, the food and non-alcoholic beverage markets are forecasted to grow by 11.6%
(period 2018–2021), reaching 40 billion USD in 2021 (Business Monitor International Ltd).
Compared to other sectors, this figure is close to the growth rate of alcoholic beverages and
tobacco (11.7%) and higher than the dairy industry (9%). Therefore, with the available data from
businesses and my own experience, I believe that F&B has a lot of potential and development
prospects in the coming years, which made me choose this field.
The problem of F&B in current years (2022)
- Input commodity prices remain high and pressure on profit margins of F&B companies,
at least until the first half of 2022
- The emergence of new Covid-19 variants (most recently Omicron) affects the reopening
and economic recovery process

2. To respond to the topic ‘Business recovery’, what do you expect/want to

do?
According to article 87 of Bankruptcy Law 2014 of Vietnam, “Business recovery” can be
defined as a bankruptcy proceeding that the court may decide to apply after the decision
to open bankruptcy proceedings when certain conditions are satisfied. The application of
business recovery procedures gives enterprises in bankruptcy the opportunities and
conditions to reorganize their business activities, helping them to get out of bankruptcy.
In the rêcnt years, Covid 19 pandemic become the main issue causing property damage
to thousands of businesses in general and F&B businesses in particular. As a result,
many firms need to come to the recovery phase if they don’t want to be kicked out of
business competition.
After being researched and reading some documents, I realized that without customers,
businesses could not hope for a positive upturn, which means before approaching a new
customer group, retaining customers' loyalty is significant to maintaining profitability.
Overall, I prefer to illustrate retaining customer loyalty through the implementation of
recovery procedures in the F&B Industry in Vietnam.

3. Could you please list at least 03 objectives for your research project?
There are three objectives of the research entitled, “retaining customer loyalty through the
implementation of recovery procedures in the F&B Industry in Vietnam”:
- Analyzing the current picture of F&B businesses in the new normal period
for study factors influencing business operational results of the food and beverage industry in
Vietnam
- To ascertain the suitability of the theoretical procedure in comparison with the data from
the operational results of the food and beverage industry in Vietnam.

- To create a standard procedure that can support the business retain the loyalty of
customer groups

4. Did you find any article or report around your tentative own project title? If
yes, please give some details

Prasetyo, A.J. & Are, R.L., 1970. Retaining customer loyalty through implementation of
recovery strategies in food and beverage industry – case study of fine dining operation in
Jakarta. Retaining Customer Loyalty Through Implementation of Recovery Strategies in
Food and Beverage Industry – Case Study of Fine Dining Operation in Jakarta. Available
at: http://repository.sgu.ac.id/433/ [Accessed September 18, 2022].

ธีระธนชั ยกลุ กัลยารัตน์, 2019. Model of relationship of factors influencing the performance of the
food and beverage business in Thailand. Knowledge Bank at Sripatum University: Model of
relationship of factors influencing the performance of the food and beverage business in
Thailand. Available at: http://dspace.spu.ac.th/handle/123456789/6494 [Accessed
September 18, 2022].

Nhâm, L., 2022. Giai đoạn Phục Hồi Kinh Doanh Sau Khi Doanh Nghiệp mở Thủ tục Phá
Sản được Pháp Luật Quy định Như Thế Nào? ThuVienPhapLuat.vn. Available at:
https://thuvienphapluat.vn/phap-luat/giai-doan-phuc-hoi-kinh-doanh-sau-khi-doanh-
nghiep-mo-thu-tuc-pha-san-duoc-phap-luat-quy-dinh-nhu-t-282962-4416.html [Accessed
September 18, 2022].

5. Did you think about the ‘unit of analysis (firm or individual)? In other
words, which level of data fits your research project objectives?

A total of 30 firms in the food and beverage industry were selected as research samples from
reliable stock-listed companies. As a result, it will be the data for my study will be submitted at
the end of this course.