ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: TRẦN PHƯƠNG HÀ Student ID number: 31221025070

UNIT AND TUTORIAL DETAILS

Unit name: Principles of marketing Unit number: PMk-DH48ISB-12

Tutorial/Lecture: A2 Business Analysis Report Class day and time: Thursday 8:00 AM
Lecturer or Tutor name: Ms.Hauser

ASSIGNMENT DETAILS

Title: A2 Business Analysis Report

Length: 1628 Due date: 09/03/2023 Date submitted: 23:15 09/03/2023

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Table of Contents
I. INTRODUCTION..............................................................................................................................1
1. Introduction....................................................................................................................................1
II. SITUATION ANALYSIS.................................................................................................................1
1. Microenvironment..........................................................................................................................1
1.1. The company...........................................................................................................................1
1.2. Suppliers..................................................................................................................................2
1.3. Marketing intermediaries........................................................................................................2
1.4. Customers................................................................................................................................2
1.5. Competitors.............................................................................................................................3
1.6. Publics.....................................................................................................................................3
2. Macroenvironment.........................................................................................................................3
2.1 Demographic environment.......................................................................................................3
2.2. Economic environment...........................................................................................................4
2.4 Technological environment......................................................................................................5
2.5. Cultural environment..............................................................................................................5
3. SWOT ANALYSIS........................................................................................................................5
3.1 Strengths...................................................................................................................................5
3.2. Weaknesses.............................................................................................................................6
3.3. Opportunities...........................................................................................................................6
3.4. Threats.....................................................................................................................................6
III. BRIEF OVERVIEW OF MARKETING ISSUES...........................................................................7
IV. APPPENDIX....................................................................................................................................7
IV. REFERENCES................................................................................................................................9
I. INTRODUCTION

1. Introduction

FamilyMart is a popular convenience store chain that originated from Japan and has expanded to

8 countries and regions around the world, including Viet Nam. The company was founded in 1973

by The FamilyMart Company, Ltd. and opened its first store in Sayama City, Saitama Prefecture in

Japan. Their mission: “to bring Family Mart stores closer to everyone and always make customers

feel comfortable and friendly like their own family”. FamilyMart also aims to provide a convenient

and comfortable shopping experience for their customers, with their stores designed to be clean,

organized, and easy to navigate (“About Us – Famima,” n.d.).

II. SITUATION ANALYSIS

1. Microenvironment

1.1. The company

According to the most recent statistics, Family mart’s network spans eight countries and

regions around the world, mainly concentrated in Asia, with more than 23,800 stores. FamilyMart

Vietnam was established in 2009 and launched their first store in Saigon Sky Garden with the

objective of establishing itself as the leading convenience store chain in Vietnam (“About Us –

Famima,” n.d.).

1.2. Suppliers

FamilyMart Vietnam has established partnerships with various local suppliers to ensure that it can

offer high-quality and affordable products to its customers (Post, 2018). Some of the suppliers that

have been reported to work with FamilyMart Vietnam include PepsiCo, TH True Milk, Vinamilk,

Masan Group, and Vissan, Unilever Vietnam and P&G Vietnam (Appendix 1). These suppliers

provide a wide range of products such as fresh milk, meat, seafood, snacks, household and personal

care products (“Products – Famima,” n.d.).

1.3. Marketing intermediaries 

a. Payment Processing Providers

FamilyMart has formed partnerships with several online payment companies to offer a range of

payment options to their customers. These partnerships enable FamilyMart to expand their payment

services beyond traditional cash payments and accept payments through digital channels mainly

through PayYoo and other payment services (Appendix 2) (“Thanh Toán Bằng QR Code Payoo Tại

Chuỗi Cửa Hàng Tiện Lợi FamilyMart,” 2019).

b. Technology Providers

FamilyMart Vietnam also collaborates with technology providers to implement and maintain the

technology infrastructure necessary to run its stores effectively. Take Point of Sale (POS) as an

example, these companies provide software and hardware solutions for the convenience store's

checkout system, which includes cash registers, barcode scanners, and credit card terminals (“Thanh

Toán Bằng QR Code Payoo Tại Chuỗi Cửa Hàng Tiện Lợi FamilyMart,” 2019).

1.4. Customers

FamilyMart's strategic placement of its convenience stores in close proximity to schools and

residential areas indicates that the company is targeting specific demographic groups, including high

school and university students, young employees, and office workers within the age range of 15 to 30

years old, as stated in the corporation's annual report. Thus, it can be inferred that FamilyMart's

decision to position its stores near schools is a deliberate move to enhance its accessibility and appeal

to its target customers, further aligning with the company's goal of catering to their needs (Appendix

3).

1.5. Competitors

FamilyMart's main competitors in the convenience store industry include both local and

international chains. FamilyMart’s direct competitors include Bachhoaxanh, Circle K and Ministop

but mainly Winmart. FamilyMart employs a range of strategies to stay competitive in the
convenience store industry. In order to remain competitive in the convenience store industry,

FamilyMart invests in many areas such as store design, product innovation, and customer service.

The company also emphasizes localization, adapting its products and services to the specific needs

and preferences of customers in each market where it operates (Hoang Tien, 2020).

1.6. Publics

The company has invested in marketing and advertising campaigns to build its brand and

attract customers (“Khuyến Mãi – Famima,” n.d.). FamilyMart has also opened many stores across

the country, making its presence more visible and increasing the chances of customers encountering

the brand (VTV, 2017). 

2. Macroenvironment

2.1 Demographic environment

a. Population and Age structure 

According to the General Statistics Office (GSO) of Vietnam, the estimated population of

Vietnam in 2021 was 98.51 million (“Viet Nam Population 2020 - StatisticsTimes.com,” 2021). This

places Vietnam in the top 15 countries worldwide in terms of population, and it is ranked 8th in Asia,

as reported by Statics Times. Moreover, Vietnam accounts for approximately 1.2% of the global

population (Worldometers, 2022).

b. Gender-Change in the workforce

FamilyMart in Vietnam caters to customers of all genders. The company's target customers

are diverse and include men and women of different age groups and income levels. In terms of its

workforce, FamilyMart has a diverse and inclusive hiring policy, and it strives to create an inclusive

and supportive work environment for all employees regardless of gender. The company has

established policies and initiatives to promote gender equality and diversity in the workplace, such as

a training program to develop female talent and measures to prevent discrimination and

harassment. FamilyMart has implemented to promote diversity and inclusion in their workplace,

such as promoting the hiring of women and older individuals, supporting the LGBT+ community,

and providing training programs to promote understanding and awareness of diversity-related issues

(“Diversity and Inclusion,” n.d.).

2.2. Economic environment

a. Income background

According to Investing, in the fiscal year 2020, FamilyMart reported a total revenue of 126

billion Japanese yen (approximately 926.5 million USD). This represented an increase in revenue

from the previous year, when the company reported a total revenue of 124 billion Japanese yen

(approximately 911.8 million USD) (“Familymart Ltd (8028) Income Statement,” n.d.).

b. Economical background

Vietnam has been experiencing rapid economic growth over the past few decades even

during the time facing covid-19 pandemic, which has led to a rise in living standards and an increase

in consumer spending (Ha, 2020). As a result, the demand for convenience stores has been growing,

particularly in urban areas where people have busy lifestyles and limited time for shopping. The

entry of foreign convenience store chains such as FamilyMart has brought new competition to the

Vietnamese retail market, which has traditionally been dominated by small independent stores (VIR,

2019).

2.4 Technological environment 

The company has been adopting various technologies to improve its operations and enhance

the shopping experience for customers. One key technology that FamilyMart has been using in

Vietnam is point-of-sale (POS) systems (“Thanh Toán Bằng QR Code Payoo Tại Chuỗi Cửa Hàng

Tiện Lợi FamilyMart,” 2019).

2.5. Cultural environment.

One of the key cultural factors that FamilyMart has had to consider is the strong influence of

traditional wet markets and street vendors in Vietnamese culture. Wet markets are a significant part
of daily life for many Vietnamese people, and they often prefer to buy fresh produce and other items

from these markets rather than from modern retail channels (“Vietnam’s Retail Market: Future

Growth - Vietnamese - Kantar Worldpanel,” 2018). Another cultural factor that FamilyMart has had

to navigate is the role of family and community in Vietnamese culture (Tran, 2020).

3. SWOT ANALYSIS

3.1 Strengths

Firstly, FamilyMart has a widespread presence in Vietnam. The company has over 100 stores

across Viet Nam. This extensive network of stores enables FamilyMart to reach a large and diverse

customer base (“About Us – Famima,” n.d.). Secondly, FamilyMart has invested in technology to

enhance its operations and customer experience. The company has implemented point-of-sale

systems, digital payment systems, and data analytics tools to improve efficiency, accuracy, and

customer insights (“Thanh Toán Bằng QR Code Payoo Tại Chuỗi Cửa Hàng Tiện Lợi FamilyMart,”

2019). Finally, FamilyMart has a strong commitment to sustainability and social responsibility. The

company has implemented initiatives to reduce waste, promote environmental sustainability, and

support local communities in Vietnam (“Basic Policy,” 1998).

3.2. Weaknesses

Convenience stores in Vietnam have become increasingly popular in recent years due to

changing consumer behaviors and a growing urban population. As a result, many international and

local brands have entered the market, making it highly competitive. FamilyMart will need to

differentiate itself through unique offerings, services, and promotions to stand out from the

competition (VIR, 2019b).

3.3. Opportunities

With more people leading busy lives, there is an increasing demand for convenient shopping

options. FamilyMart's focus on convenience and its 24/7 operating model can help it capitalize on

this trend (“About FamilyMart-Management Advantages,” 2015). FamilyMart's stores are typically
located in easily accessible locations which makes it easy for customers to stop by and make a quick

purchase (Appendix 3). Vietnam's retail market has been growing rapidly in recent years, and it is

expected to continue to grow at a strong pace. FamilyMart can take advantage of this growth by

expanding its network of stores and increasing its market share. 

3.4. Threats

Established brands like Bachhoaxanh, Circle K and WinMart+ already have a significant

presence in the market, and they have strong brand recognition and customer loyalty. This can make

it difficult for FamilyMart to stand out and attract customers. In addition, FamilyMart may face

challenges in terms of pricing and profitability. It may need to compete on price with other players in

the market, which can impact its margins (VnExpress, 2017). Consumer preferences and behaviors

are constantly evolving, and FamilyMart may need to adapt its products and services to stay relevant.

For example, Vietnamese consumers may increasingly prioritize health and wellness products or

sustainable and environmentally friendly products (Alldredge & Grimmelt, 2021).

III. BRIEF OVERVIEW OF MARKETING ISSUES

Despite its strong presence in the convenience store industry, FamilyMart faces marketing

challenges in Vietnam. One of the biggest challenges is competition from other convenience store

chains, which limits its market share and growth potential. To differentiate itself, FamilyMart needs

to offer unique products, services, and experiences that set it apart from its competitors (VnExpress,

2017). To remain relevant in the market, FamilyMart must continuously innovate and introduce new

products and services that meet the evolving needs and preferences of its customers. This includes

introducing new product lines, improving the in-store experience, and investing in technology to

enhance convenience and efficiency for customers.

IV. APPPENDIX
Appendix 1:

Picture 1.1. Dairy products suppliers include TH True Milk, Vinamilk, DalatMilk,... (Source:

Famima)
 Picture 1.2. Personal care suppliers include P&G, Unilever, L’OREAL,...(Source: Famima)

Appendix 2: such as MoMo and Zalo pay (“4 Cách Săn Mã Khuyến Mãi FamilyMart Không

Nên Bỏ Lỡ | ZaloPay,” 2021). https://momo.vn/doi-tac

Appendix 3: Based on the visual data presented, it appears that FamilyMart stores are

commonly situated in central districts or areas that are adjacent to the center of the city. These

districts include District 1, District 3, and District 5, among others. The concentration of FamilyMart

stores in these locations suggests that the company has strategically chosen to position its stores in

areas with high population densities and heavy foot traffic. This strategy could be aimed at

maximizing the convenience and accessibility of its stores to potential customers.

Picture 3.1. FamilyMart stores’s locations (Source: Googlemap)

 Pictu

re 3.2. FamilyMart stores located near school (Source: Googlemap)

IV. REFERENCES

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