ACCT2118: Industry Project

Proposal for Halong Canfoco

Group 3

By Diamond Team
Bui Huu Thien s3516393 (Leader)

Luong Hoang Khanh Duy s3426208

Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764

1.
2.

Overview of the issues....................................................................................................3

Identification of specific problems....................................................................................3
2.1. Marketing strategy....................................................................................................3
2.2. Fierce competition.....................................................................................................4
2.3. Project Objectives.....................................................................................................4
3. Literature review.............................................................................................................. 4
3.1. Marketing strategy....................................................................................................4
3.2. Fierce competition.....................................................................................................5
4. Research Methodology:...................................................................................................6
5. Conclusion....................................................................................................................... 7
6. References...................................................................................................................... 7
Appendices.......................................................................................................................... 10
Appendix 1. Ishikawa diagram..........................................................................................10
Appendix 2. Rich picture...................................................................................................11
Appendix 3. PESTLE analysis..........................................................................................12
Appendix 4. SWOT analysis.............................................................................................14
Appendix 5. Gannt chart...................................................................................................15
Appendix 6. Internet source evaluation.............................................................................16
Appendix 7. PROMPT checklist........................................................................................21
Appendix 8. Meeting minute.............................................................................................22

1. Overview of the issues

Founded in 1957, Halong Canfoco (Canfoco) was the pioneer in Vietnamese food
processing industry (Halong Canfoco n.d.). Its products range from canned fish,
meat, vegetable to frozen products, like sausages and spring rolls.
The corporation vision is to become a leading food brand in Asia, however with the
fast changing environments and the development of the industry, even the leading
position of Canfoco is now being threatened. Over the last 5 years, the business
performance of Canfoco is not so positive. It has lost over half of its market share to
competitors, from 10.2% in 2011 to a mere of 4.5% in 2015 (Euromonitor 2016).
The issues would be discussed in the problem identification and the projective
objectives would be set to overcome these problems. Literature reviews would be
presented for Canfoco to understand deeply the situation. and

the research

methodology would also be provided to clarify how information is found out.

Thesis statement: There are two underlying issues that lead to the unsatisfactory
performance. These are the lack of an effective marketing strategy to promote its
brand and the fierce competition with both domestic and foreign corporates.

2. Identification of specific problems

2.1.

Marketing strategy

Canfoco has a long-standing position on Vietnam food processing industry with over
50 years of presence. However, Canfoco possesses a low brand awareness,
especially in the South (Bao Viet Securities 2014). The reason is that Canfoco still
concentrates on traditional push strategy, which exercises the competitive advantage
of price to compete (Halong Canfoco n.d.), but ignore the market's need. Mr Hai
(2015), CEO of Bao Long Technology Food Production Company claims that price
competition is a common strategy of Vietnam businesses, especially to compete with
foreign competitors.

Yet, the current strategy would put Canfoco in disadvantage, as it would not be able
to capture the consumer's demand and trend which are the determinant of business
success (Oliver 2014). According to Khuong (2012), the criteria of canned food
product selection of Vietnamese are increasingly diversified, not only focus on price
or

quality

but

other

elements

like

healthiness,

environmental-friendliness

(Euromonitor 2016).
2.2.

Fierce competition

The increasing number of competitors in food processing industry also makes

Canfoco struggle. This market has recently experienced a wave of new foreign
brands which are various in flavours, packing,and price, thus consumers now have
more alternatives (Binh & Tuan 2014). It is even more critical for local businesses as
Vietnamese always has preference for international brands (Euromonitor 2015).
Furthermore, local businesses are also a pivotal concern for Canfoco. Some local
competitors are proactive in renovation for competitiveness. Specifically, Vissan is
developing new system called From farm to fork in order to improve its business
operation (Chau 2015). Small and medium enterprise such as Cau Tre and
Seaspimex also try to diversify their products to meet the demand.
2.3.

Project Objectives

Clarify the weakness of Canfoco marketing strategy and conduct competitor

analysis.
Recommend specific solution to improve its current marketing strategy to compete
with competitors.
Increase the Canfoco market share to 6% by the end of 2016.
3. Literature review
3.1.

Marketing strategy

Although food processing industry has been developed and grown for many years
and contributed 19% to Vietnams GDP (BMI Research 2016). However, Vietnamese
businesses in this field are still weak on marketing.
Marketing is responsible for determining customer needs and wants and to produce
or adjust products in order to fulfill the market demand (Fejza and Asllani 2013). It is

viewed to be the bridge between the management and satisfying consumer in order
to attain profit for the corporations (Belz & SchmidtRiediger 2010).
However, not many Vietnamese businesses in food processing industry pay an
equivalent attention on this pivotal tool (Vietnam Ministry of Industry and Trade
2015). They concentrate more on productivity to achieve economies of scale and
offer lower price to consumers to compete with their opponents (International
Markets Bureau 2011). Yet, they undervalue the prominence of quality, designing and
marketing strategies for business competitiveness (International Markets Bureau
2011). Euromonitor report on Vietnam food processing industry (2015) also agreed
that the marketing activities in this sector are limited. Mr Bui from Vietnam Ministry
of Industry and Trade claimed that many Vietnamese enterprises do not aware of the
role and the importance of branding and marketing in their business operation (Hong
Loan n.d.). He also indicated that it is the reason why Vietnamese companies are in
disadvantage of competitiveness, as Vietnamese processed food possesses low
brand awareness in both regional and international markets (Hong Loan n.d.).

3.2.

Fierce competition

Paralleling with the increasing urbanization and the growth of affluence class,
Vietnamese canned food sales are expected to experience a robust growth with
value growth of approximately of 50% between 2014 and 2019 (BMI Research
2016). Thus, it attracts both domestic and international players to share some pieces
of the pie, resulting in an aggressive competition.
Although Vietnamese businesses are still slow in business renovation, some
Vietnamese companies in this industry are fairly active in changing for
competitiveness.

According to Khue, while Canfoco is struggling in finding the

pathway to business improvement, Vissan- the biggest player in the field has
undergone a lot of changes to improve its position in market. The most significant
activity of it is to apply closed loop supply chain, namely From farm to fork to
improve the quality of the product offering to consumers (Vissian n.d.) Additionally,
taking advantage of their own distribution, many supermarkets have also launched
their private brands with extremely competitive price, which makes the market
become more exciting (Euromonitor 2015).

However, Ms. Le- Vice president of Saigon Food asserts in an article that foreign
competitors would be the most dangerous threat in Vietnam market (Chanh 2015).
Even though domestic corporations have advantage in understanding local taste and
market understanding, international players are more powerful in finance and
technology (Chanh 2015). Currently, Vietnamese brands are usually competing with
foreign product in price. Yet this advantage would lose soon, since Thailand player
are implementing their manufacturing plant in Vietnam to expand and eliminate tariff
as well (Anh 2014). Furthermore, the westernization in Vietnamese lifestyle as well
as the preference of Vietnamese to foreign products would also create more
opportunities for international firms to compete (Euromonitor 2016).
Yet, competition is not always that negative. Giroud and Mueller (2011) argued that
competition push firms to be fast-changing in order to keep up with the speed of the
competition. It is not only to help organizations improve their business performance,
but also benefits for the society (Prahalad and Ramaswamy 2013). Particularly, each
year the new product launch rate in Vietnam food processing market is 20%, thus
providing more selections for consumers ( Quoc Chanh 2015).
4. Research Methodology:
At first, the common research method was use to get basic information is Google
search. However, those resources not provide enough information to analyze the
root causes. Therefore, seeking to secondary sources is necessary and Online
Research Methods (ORMs) considered as the main tool because important
information related to this proposal is researched via Internet.
In addition, Google Scholar which the majority of academic sources get from, is also
the proposals fundamental evidences. This tool provides metadata of academic
literature such as online journals, peer reviewed, academic books and industry report
from reliable and reputable database such as ProQuest.
Finally, several keywords: Canned foods in Vietnamese market, Food processing
industry in Vietnam Vietnamese behavior Vietnam join TPP, etc are used to find
substantial information for this proposal.

5. Conclusion
In a nutshell, ineffective marketing strategy and fierce competition are the two major
challenges for Halong Canfoco. The proposal aims to clarify these issues as well as
emphasize on the impact of them to Canfoco business. It also provides clear and
specific objectives for the project to enhance Canfoco business performance.

6. References
1. Anh Tu 2014, Thi truong thuc pham sach che bien tai Vietnam co nhieu tiem
nang,

Vietnam

Peoples

Public

Security,

1 st

viewed

April

2015,

<http://anninhthudo.vn/kinh-doanh/thi-truong-thuc-pham-sach-che-bien-tai-vietnam-co-nhieu-tiem-nang/582518.antd>.
2. Bao Viet Securities 2014, Bao Cao Thuong Nien nam 2014 Cong Ty Co Phan Do
Hop

Halong,

Halong

Canned

Food,

viewed

20

March

2016,

<http://www.bvsc.com.vn/Snapshot.aspx?Symbol=CAN&SymbolList=CAN>.
3. Belz, FM & SchmidtRiediger, B 2010, 'Marketing strategies in the age of
sustainable development: evidence from the food industry', Business Strategy
and the Environment, vol. 19, no. 7, pp. 401-16.
4. Binh, N & Tuan, D 2014, Nng th trng thc phm ng hp, Tuoi Tre News,
Economy, 19 October 2014, viewed 15 March 2015, <http://tuoitre.vn/tin/kinhte/20141019/nong-thi-truong-thuc-pham-dong-hop/660112.html>.
5. BMI Research 2016, Vietnam Food & Drink Report Q1 2016 Business Monitor
International,

London,

1st

viewed

April

2016,

<http://search.proquest.com.ezproxy.lib.rmit.edu.au/docview/1755957015/5E893
50FE4B84EF7PQ/18?accountid=13552>.
6. Chau, H 2015, Fierce competition from farm to fork, VnExpress, Enterprises, 14
October 2015, viewed 20 March 2016, <http://kinhdoanh.vnexpress.net/tintuc/doanh-nghiep/canh-tranh-khoc-liet-tu-trang-trai-den-ban-an-3294485.html>.
7. Euromonitor 2015, Process Meat and Seafood in Vietnam, Euromonitor
Passport, viewed 1st April 2016.
8. Euromonitor 2016, Consumer

Lifestyle

in

Vietnam,

Euromonitor

Passport, viewed 1st April 2016.

9. Fejza, E & Asllani, A 2013, 'THE IMPORTANCE OF MARKETING IN HELPING
COMPANIES WITH THEIR GROWTH STRATEGIES: THE CASE OF FOOD
INDUSTRY IN KOSOVO', European Scientific Journal, vol. 9, no. 16.
10. Giroud, X & Mueller, HM 2011, 'Corporate governance, product market
competition, and equity prices', The Journal of Finance, vol. 66, no. 2, pp. 563600.
11. Halong Cafoco, homepage, Halong Canned Food Vietnam, Gioi thieu chung,
viewed 1st Aprial, <http://www.canfoco.com.vn/gioi-thieu-chung-29.htm>.
12. Hong Loan n.d., Ngnh cng nghip thc phm: C hi ln nhng thch thc
khng

nh,

Food

Service

International,

viewed

1st

April

2016,

<http://trungtamnghiencuuthucpham.vn/nganh-cong-nghiep-thuc-pham-co-hoilon-nhung-thach-thuc-cung-khong-nho/>.
13. Huan, N 2015, Food processing industry is a fierce race, Agricultural newspaper,
Economy, 7 April 2015, viewed 16 March 2016, <http://nongnghiep.vn/che-bienthuc-pham-cuoc-dua-khoc-liet-post141118.html>.
14. International Markets Bureau 2011, Packaged food in Vietnam, Manitobo,
Agriculture

and

Agri-food

Canada,

1 st

viewed

April

2016,

<https://www.gov.mb.ca/agriculture/marketprices-and-statistics/tradestatistics/pubs/vietnam_packaged_food_en.pdf>.
15. Khong Chiem 2016, CJ tiu ch l nh u t chin lc , NDH, viewed 2nd
April

2016,

<http://ndh.vn/tong-giam-doc-vissan-cj-du-tieu-chi-la-nha-dau-tu-

chien-luoc-20160318025654382p4c147.news>.
16. Khue, D 2015, Canned food market before a new opportunity. Cafebiz,
Business, 3 July 2015, viewed 20 March 2016, <http://cafebiz.vn/cau-chuyenkinh-doanh/thuc-pham-dong-hop-dung-truoc-co-hoi-lon2014070315565512312.chn>.
17. Marketline 2015, Country Profile Serie: Vietnam In-depth PESTLE insight,
Marketline, viewed 2nd April 2016.
18. Ministry of Industry and Trade of Vietnam (MOIT), 2015, Xy dng chin lc
Thng hiu Quc gia ngnh thc phm Vit Nam, Ministry of Industry and
Trade

of

Socialist

Republic

of

Vietnam,

27 th

October,

<http://www.moit.gov.vn/vn/pages/Tinchuyende.aspx?
Machuyende=&IDNews=6088>.
19. Nguyen, D, Le, H & Le, Y 2015, Phn tch ti chnh cng ty c phn hp H
Long,viewed 30 March 2016, <http://documents.mx/documents/phan-tich-taichinh-cong-ty-co-phan-do-hop-ha-long.html>.
20. Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer,
Routledge.
21. Prahalad, CK & Ramaswamy, V 2013, The future of competition: Co-creating
unique value with customers, Harvard Business Press.
22. Quang, C 2015, 40,9% doanh nghip Vit cha bit g v TPP, Dan Tri News,
Business, 29 December 2015, viewed 17 March 2016, <http://dantri.com.vn/kinhdoanh/40-9-doanh-nghiep-viet-chua-biet-gi-ve-tpp-20151229093917162.htm>.
23. Quoc Chanh 2015, Thi truong thuc pham dong hop, dong goi, : Cuoc chien tru
hang,

Brands

Vietnam,

viewed

1st

April

2016,

http://www.brandsvietnam.com/6767-Thi-truong-thuc-pham-dong-hop-dong-goiCuoc-chien-tru-hang>.

<

24. Vissian n.d., homepage, Vissan Vietnam, So net ve Vissan, viewed 1 st April 2015,
<http://www.vissan.com.vn/gioi-thieu-vissan/so-net-ve-vissan/>.

Appendices
Appendix 1. Ishikawa diagram

Appendix 2. Rich picture

Appendix 3. PESTLE analysis

Figure 1: Market Size of Packaged food in Vietnam

Political: As Vietnam became member of WTO in 2007, it becomes packaged food
potential market for most of popular international packaged food companies such as
Kelloggs, Mondelez or Nestle. However, government want to promote the sales of
Vietnamese product by launching campaigns called Vietnamese priorities buying
Vietnamese goods. The campaign gained positive results in 2011. According to a
government survey conducted by the Institute of Public Opinion in 2010, 59% of
respondents would choose primarily Vietnamese brands and products (Hoang Le,
2012). The government remains active in conducting its campaigns in order to
increase the awareness of consumer about local products and manufacturers.
Economical: Vietnam joined the World Trade Organization (WTO) in 2007, the
economy in Vietnam become growing sustainably. This leads to high GDP of $256.5
million and GDP per capita of 2,900 USD. Because of these changes, the packaged
food industry has shown strong growth in recent years (Figure 1). In 2009, retail
sales in the packaged food industry reached US$4.9 billion. Furthermore, the strong
GDP growth rates experienced by Vietnam, which stood at a 16.4% Compound

Annual Growth Rate (CAGR) from 2004 to 2009, led to a rapid growth in demand for
consumer goods (International Market Bureau, 2011).
Social: There are nearly 60% of Vietnamese population is from 15 to 44 years old
(Index Mundi, 2014). These young consumers are usually attracted to westernized
products such as clothing, accessories or packaged food. Due to high population
rate, the young consumers are considered to be the most powerful purchasing force
in Vietnam and as economic conditions improve, spending by this group is expected
to increase rapidly in coming years. Though the consumers have high interest in
packaged food, consumers still prefer fresh foodswhich made from fresh ingredients.
An estimated 90% of housewives go to the market every day (International Market
Bureau, 2011).
Technological: Thanks to globalization, there are international factors that support
the development of Vietnam's technology. At the moment, Vietnam is increasing cooperation with foreign countries to improve its science and technology bases
(Marketline 2015). However, weak patent registration has discourage the innovation
among corporations (Marketline 2015).
Environmental: Environmental issues become major concern among consumer in
Vietnam. These issues deeply affect to the reputation and business growth of many
businesses. In recent years, public media and government operated many
environmental campaigns to raise awareness among consumer about problems
caused by rapid industrialization and their significant impact to the community as well
as on the land. Due to the significant effects of those campaigns, there are a lot of
changes in perceptions among consumers, manufacturers as well as governments
(International market bureau 2011). The packaged food companies realized that
prices and quality are not only factors lead to increase in sale but also maintaining
good company image and corporate social responsibility as well.
Legal: Vietnam's legal landscape has experienced positive changes since the
country become member of WTO. The regulations has been eased to encourage
new businesses as well as to promote competition (Marketline 2015). Additionally,
tax play an important role in the economy, since it impacts the most fundamental
activity of the economy, such as funding infrastructure and public services. However,
Vietnams tax regulation is quite complex, that leads to a time-consuming and costly
tax payment process (Marketline 2015).

Appendix 4. SWOT analysis

Strengths

The first canned food corporation

Lack of brand awareness in

in Vietnam with the longest

South and Central regions.

history (since 1957) (Halong

(Nguyen, D, Le, H & Le, Y 2015)

Canfoco n.d.)

Weaknesses

Limited financial budget

Possesses prestigious reputation

compared to Vissan and foreign

and awards (Halong Canfoco

competitors. (Bao Viet Securities

n.d.)

2014)

Understanding Vietnamese

Unattractive packaging.

consumer taste.
Opportunities

The South would be a potential

Domestic competitors receive a

market to expand.

lot of investment. ( Khong Chiem

Vietnamese lifestyle boosts the

2016)

demand of convenience food

Threats

TPP opens the opportunity for

(Euromonitor 2015).

international companies to

Government campaign

come.

Vietnamese use Vietnamese

Vietnamese prefers imported

products" would create

products over domestic.

advantage for Vietnamese

(Euromonitor 2016)

business.

Appendix 5. Gannt chart

Week 6
Week 7
Week 8
Week 9
Week 10
Project tasks
Member NameStart dateEnd dateM T W T F SaSuM T W T F SaSuM T W T F SaSuM T W T F SaSuM T W T F SaSuM
Project Proposal
Finish 2nd draft
All team
30-Mar 30-Mar
Consultation Meeting for 2nd draft
All team
31-Mar 31-Mar
Final check Project Proposal
All team
1-Apr 1-Apr
Submit Project Proposal
Thien
2-Apr 2-Apr
Project Report
Project Background
Brief overview
Thien
4-Apr 9-Apr
Summarise the problem and root cause
Thien
4-Apr 9-Apr
Thesis statement
Duy
4-Apr 9-Apr
Project objectives
Duy
4-Apr 9-Apr
Analysis and Diagnosis
Clarify the identification of the root causes
Quynh
4-Apr 9-Apr
Analytical tools
Quynh
4-Apr 9-Apr
Literature review
Review literature review in proposal
Mai
4-Apr 9-Apr
Recommendations & Implementation
Outline possible recommendations and implementation
All team
10-Apr 12-Apr
earch possible recommendations, implementation
All team
13-Apr 15-Apr
Writing
Loc
16-Apr 17-Apr
Gantt chart
Loc
18-Apr 19-Apr
Conclusion
Recap of the report
Mai
19-Apr 19-Apr
Reference List and Appendices
All team
4-Apr 20-Apr
Finish 1st draft
All team
20-Apr 20-Apr
Consultation Meeting 1st Draft
All team
21-Apr 21-Apr
Rewrite 1st Draft
All team
22-Apr 29-Apr
Finish 2nd draft
All team
30-Apr 30-Apr
Consultation Meeting for 2nd draft
All team
1-May 1-May
Final check Project Report
All team
2-May 2-May
Submit Project Report
Thien
3-May 3-May
Project Presentation
Distribute tasks
All team
4-May 4-May
Background
Thien
4-May 4-May
Analysis / Diagnosis
Quynh
4-May 4-May
Recommendation
Duy + Loc 4-May 4-May
Implementation
Mai
4-May 4-May
Preparation
All team
4-May 7-May
Practise
All team
8-May 8-May
Re-practise
All team
9-May 9-May
Presentation date
All team
10-May 10-May

Appendix 6. Internet source evaluation

Sources
1 2 4 5 6
Check For accuracy & Reliability Because...
Anyone can publish anything on the internet
Unlike print sources, web resources rarely have editors or fact-checkers
There are no web standards to ensure accuracy

The Page does not include false information about the
topic


The text is error-free and clearly formatted (language
Sources
11
12 13 14 15 and grammar errors and poor or unclear formatting are
Check For accuracy & Reliability Because...
clear signs of unreliability).
Anyone
can
publish
anything
on Page
the internet

The
includes citations and/ or references.

The
page
is
nothave
a wiki,
a blog
any other type of site
Unlike print sources, web resources rarely
editors
or or
fact-checkers
allows accuracy
anyone to become the author.
There are no web standardsthat
to ensure
Check
Authority
Because....

The Page does not include false information about

Its often difficult to determine
the topic a web pages authorship.

pages

Thereliable.
text is error-free and clearly formatted (language
Personal
are not
grammar
errors and
poor or unclear
Even if a page has anand
author,
that authors
qualifications
arentformatting
usually given.
are clear signs
of unreliability).
Many untrustworthy organizations
post
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The
Page
includes
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There is a clear author.

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a wiki, a (google
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Personal pages are not reliable.
The page includes a link to information about the author
Even if a page has an author, that authors qualifications arent usually given.
or the organization.
Many untrustworthy organizations post information online.
Check Purpose & Content Because...

There is a clear author.
Frequently
ofauthor
the sponsors/authors
are to the
bias*
the reader.

the goals
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is reputable* (google
authors
name to
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out)to provide fair and balanced information.

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not someones
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Check Currency Because...
Organizations may present information for their own economic or commercial
Undated sources are often unreliable
gain.
Out
may
provide out
of date
information.

ofdate sources
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information
is not
biased*.

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page
is
dated.

The page does not try to influence the reader to agree

The date is recent.
with one specific opinion.

The page is not selling or advertising something.

The page does not include links to unrelated or

unreliable sites/
Check Currency Because...
Undated sources are often unreliable
Out of date sources may provide out of date information.

The page is dated.

The date is recent.

Sources
16
18 22 23 24
Check For accuracy & Reliability Because...
Anyone can publish anything on the internet
Unlike print sources, web resources rarely have editors or fact-checkers
There are no web standards to ensure accuracy

The Page does not include false information about

the topic
The text is error-free and clearly formatted (language
and grammar errors and poor or unclear formatting

are clear signs of unreliability).

The Page includes citations and/ or references.
The page is not a wiki, a blog or any other type of site

that allows anyone to become the author.

Check Authority Because....
Its often difficult to determine a web pages authorship.
Personal pages are not reliable.
Even if a page has an author, that authors qualifications arent usually given.
Many untrustworthy organizations post information online.

There is a clear author.

The author is reputable* (google the authors name to

find out)
The site is not someones personal page.
The resources was create by a reputable* organization
(google the organization name to find out)
The page includes a link to information about the author

or the organization.
Check Purpose & Content Because...
Frequently the goals of the sponsors/authors are to bias* the reader.
Internet sources may hail to provide fair and balanced information.
Organizations may present information for tyheir own economic or commercial
gain.

The information is not biased*.

The page does not try to influence the reader to agree

with one specific opinion.

The page is not selling or advertising something.
The page does not include links to unrelated or

unreliable sites/
Check Currency Because...
Undated sources are often unreliable
Out of date sources may provide out of date information.

The page is dated.

The date is recent.

Appendix 7. PROMPT checklist

PROMPT checklist
3

10

17

19

20

21

Presentation
(is the information clearly
communicated?)
Look at language, layout,
structure, etc.
Relevance

(Is it clear how the data was

collected?)

(does the information match

the needs of the searcher?)
Look at the introduction or
overview what is it mainly
about?
Objectivity
(Is the authors position of
interest made clear?)
Look for an introduction or
overview do the writers
state their position on the
issue?
Is the language emotive?
Are there hidden, vested
interests?
Method (research reports
only)

Were the methods

appropriate? Do you trust it?
Provenance
(Is it clear where the
information has come from?)
Can you identify the authors
or organisations? How was it
published?
Timeliness
(Is it clear when the
information was produced?)
Does the date of the
information meet your
requirements? Is it obsolete?

PROMPT checklist
3

10

17

19

20

21

Presentation
(is the information clearly
communicated?)
Look at language, layout,
structure, etc.
Relevance

(Is it clear how the data was

collected?)

(does the information match

the needs of the searcher?)
Look at the introduction or
overview what is it mainly
about?
Objectivity
(Is the authors position of
interest made clear?)
Look for an introduction or
overview do the writers
state their position on the
issue?
Is the language emotive?
Are there hidden, vested
interests?
Method (research reports
only)

Were the methods

appropriate? Do you trust it?
Provenance
(Is it clear where the
information has come from?)
Can you identify the authors
or organisations? How was it
published?
Timeliness
(Is it clear when the
information was produced?)

Does the date of the

information meet your
requirements? Is it obsolete?

Appendix 8. Meeting minute

Meeting Minute Week 2 - 1st
Meeting Admin: Le Thuy Phuong Quynh
Date/Time of Meeting: Tuesday 01/03/2016 (11am-12pm)
Location of Meeting: RMIT Campus
Team Member Present:
Bui Huu Thien s3516393 (Leader)
Luong Hoang Khanh Duy s3426208
Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764
Team Member Absent: None
Minutes Prepared By: Le Thuy Phuong Quynh

Meeting Agenda:
1. Fishbone Diagram
2. Select company
Meeting Details:
1. Fishbone Diagram (By Bui Huu Thien and Le Thuy Phuong Quynh)
Brainstorm factors that affect to financial of Blue Dragon:
Increase people => increase staffs => increase facilities => increase building
=> financial problems.
Price level increase => price of consumer goods + electricity increase =>
financial problems.
2. Select company

Three potential company were selected:

REE Corporation (by Nguyen Nam Loc)
Mekong Fish Co. (by Luong Hoang Khanh Duy)
Vina Cafe (By Nguyen Thi Ngoc Mai)
Meeting Minute Week 2 - 2nd
Meeting Admin: Le Thuy Phuong Quynh
Date/Time of Meeting: Friday 11/03/2016 (11am-1pm)
Location of Meeting: RMIT Campus
Team Member Present:
Bui Huu Thien s3516393 (Leader)
Luong Hoang Khanh Duy s3426208
Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764
Team Member Absent: None
Minutes Prepared By: Le Thuy Phuong Quynh
Meeting Agenda:
1. Fishbone Diagram
2. Process Defining Topics
3. Project Proposal Preliminary Ideas
Meeting Details:
1. Fishbone Diagram
Complete factors that affect to financial of Blue Dragon:
Four main factors were be found:
Internal factors: (by Bui Huu Thien)
Increase spending
Strategic planning problems
External factor: (by Le Thuy Phuong Quynh)
Raising in price level
Lack of sponsorships
(See Fishbone Diagram External for more details)
2. Process Defining Topics (by all members)
Brandstorm and finish creating a viable topic. Some area of interest that we found:
joining TPP, international market, saturated market etc.

(See Handout 2 Process defining Topics )

3. Project Proposal Preliminary Ideas (by all members)
After researching, we are considering 2 company: Mekong Fish Co. and HaLong
Can Food
(See Project Proposal Preliminary Ideas for brief background, problems and
feasibility of each company)

Next Meeting: Tuesday March 8 2016 (11am to 12pm)

th

Meeting Minute Week 3 - 1st

Meeting Admin: Nguyen Nam Loc
Date/Time of Meeting: Tuesday 11/03/2016 (9am-12pm)
Location of Meeting: RMIT Campus
Team Member Present:
Bui Huu Thien s3516393 (Leader)
Luong Hoang Khanh Duy s3426208
Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764
Team Member Absent: None
Minutes Prepared By:Nguyen Nam Loc
Meeting Agenda:
1. Rick Diagram
2. Thesis Statement
3. Assignment task

Meeting Details:
1. Rich diagram
Take note: Quynh and Duy
Creating ideas: Loc, Thien and Mai

2. Thesis Statement
Revise how to write a good thesis statement.
Each member write their own thesis statement
3. Assignment task

Introduction (200 words)

Issue and opportunity explanation
Body (500 words)
Root cause of the problems by Thien + Duy (150 words)
Use analysis tool (Fishbone + Rich Diagram) by Duy + Loc (350 words)
Clear objectives
Literature review (450 words) by Mai
Research Methods (250 words) by Quynh
Outline methods + procedure use to collect data

Gantt chart (By Loc)

Conclusion
References

Next Meeting: Friday March 18

Meeting Minute Week 4 - 1st
Meeting Admin: Luong Hoang Khanh Duy
Date/Time of Meeting: Tuesday 15/03/2016 (9am-12pm)
Location of Meeting: RMIT Campus
Team Member Present:
Bui Huu Thien s3516393 (Leader)
Luong Hoang Khanh Duy s3426208
Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764
Team Member Absent: None
Minutes Prepared By:Luong Hoang Khanh Duy
Meeting Agenda:
Project proposals tasks changing
Proposal task
Introduction (200 words)
Issue and opportunity explanation
Body (500 words)
Root cause of the problems by Thien (150 words)
Use analysis tool (Fishbone + Rich Diagram) by Duy (250 words)
Clear objectives (Thien + Loc - 100 words)
Literature review (450 words) by Mai (225) & Loc (225)
Research Methods (250 words) by Quynh
Outline methods + procedure use to collect data
Gantt chart (By Quynh)
Conclusion
References
Meeting Minute Week 5 - 1st
Meeting Admin: Nguyen Thi Ngoc Mai
Date/Time of Meeting: Tuesday 15/03/2016 (11am-12am)
Location of Meeting: RMIT Campus
Team Member Present:
Bui Huu Thien s3516393 (Leader)
Luong Hoang Khanh Duy s3426208
Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764
Team Member Absent: None
Minutes Prepared By: Nguyen Thi Ngoc Mai

Meeting Agenda:
1. Reviewing 1st draft
2. Assigning task
Meeting Details:
1. Reviewing 1st draft (team doing together)
Checking on the problem identifications and make recommendation on these.
Revising the literature review.
Finishing the electronic version of Fishbone diagram and Rich picture.
2. Assigning task for 2nd draft

Rewriting thesis statement and do the PESTLE analysis ( by Bui Huu Thien).
Adjusting the Fishbone and Rich picture ( by Luong Hoang Khanh Duy).
Rewrite the literature review to pitch the topic ( Nguyen Thi Ngoc Mai).
Doing the SWOT analysis ( by Le Thuy Phuong Quynh)
Doing the Gantt Chart ( by Le Thuy Phuong Quyn)
Doing PROMT checklist (by Nguyen Nam Loc).

Next Meeting: Friday April 1st 2016 (11am to 12pm)

Meeting Minute Week 6
Meeting Admin: Nguyen Thi Ngoc Mai
Date/Time of Meeting: Friday April 1st (11am-12am)
Location of Meeting: RMIT Campus
Team Member Present:
Bui Huu Thien s3516393 (Leader)
Luong Hoang Khanh Duy s3426208
Le Thuy Phuong Quynh s3446404
Nguyen Thi Ngoc Mai s3479864
Nguyen Nam Loc s3425764
Team Member Absent: None
Minutes Prepared By: Nguyen Thi Ngoc Mai
Meeting Agenda:
1. Finalize the report content
2. Do reference
3. Editing appendices
Meeting Details:
1. Finalize the report conten (team doing together)
Editing to make sure the report is consistent and cohesive.
Spelling checking
2. Referencing ( by Nguyen Thi Ngoc Mai and Nguyen Nam Loc)
Check citation
Referencing following Harvard style
3. Editing appendices ( by Luong Hoang Khanh Duy, Le Thuy Phuong
Quynh and Bui Huu Thien)

Edit SWOT, Ishikawa diagram, PESTLE

Edit Appendices to fit with the report format style.

Next Meeting: Friday April 8th 2016 (9am to 11pm)