Table of Contents

I. INTRODUCTION: .......................................................................................................................... 2 1.1. 1.2. Background: ............................................................................................................................. 2 Visions, missions and goals ..................................................................................................... 2

Visions: Kinh Do enriches people's lives by providing products and services which immediately realize the needs and desires for Living Fine. Applying our dynamism, creativity, foresight and other core values, we create products and services which deliver consumers what they want and make us all proud. People trust Kinh Do companies, products and services so much they rely on them for Fine Living every day. Kinh Do generates bonus personal, economic and commercial value and pride for staff, partners and stakeholders. ........................................................................... 2 II. SCENARIO ANALYSIS ................................................................................................................. 3 2.1. 2.2. 2.3. 2.4. 2.5. III. Organization structure: ............................................................................................................ 3 Management level:................................................................................................................... 3 Decisions at Kinh Do: .............................................................................................................. 4 Information and knowledge of Kinh Do .................................................................................. 7 Stakeholders of Kinh Do.......................................................................................................... 9 RESEARCH FINDINGS ........................................................................................................... 13

In order to find out information on the Kinh Do, I made survey to understand the influence of Kinh Do the market and customer comments to help improve the company's operations. I research on customers as consumers in Big C supermarket. I will show the detail of survey below. ..................... 13 Survey question 1: Gender of respondents ............................................................................................ 13 I. RECOMMENDATION ................................................................................................................. 21

REFERENCES ........................................................................................................................................... 23 Apendix 1 Survey form........................................................................................................................ 24 Apendix 2 Organization chart ............................................................................................................... 1

I. 1.1.

INTRODUCTION: Background: Kinh Do Corporation is a business group of Vietnam with an emphasis on food production, including baked goods, confections, snacks and soft drinks. The corporate group also includes companies in the fields of financial services, real estate and a retail bakery chain. Kinh Do Corporation manages a wide variety of brand names, distributes imported brand name snack and candy goods, and manufactures food for export from Vietnam. Main offices of the company are located in Ho Chi Minh City. Visions, missions and goals Visions: Kinh Do enriches people's lives by providing products and services which immediately realize the needs and desires for Living Fine. Applying our dynamism, creativity, foresight and other core values, we create products and services which deliver consumers what they want and make us all proud. People trust Kinh Do companies, products and services so much they rely on them for Fine Living every day. Kinh Do generates bonus personal, economic and commercial value and pride for staff, partners and stakeholders. Missions: Kinh Do enriches people's lives by providing products and services which immediately realize the needs and desires for Living Fine. Applying our dynamism, creativity, foresight and other core values, we create products and services which deliver consumers what they want and make us all proud. People trust Kinh Do companies, products and services so much they rely on them for Fine Living every day. Kinh Do generates bonus personal, economic and commercial value and pride for staff, partners and stakeholders.
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1.2.

Goal: Become both Vietnams and the Asia Pacific regions leading company in the food category.

II. 2.1.

SCENARIO ANALYSIS Organization structure:

2.2.

Management level:

Chairman CEO Directors

Top-level
-

Middle-level

Marketing Manager Human Resources Manager Customer Development Manager Supply Chain Manager

Suppervisory-level

Supervisors Controllers

The top management performs strategic planning and the other two levels provide support in the form of processed information. This level develops the strategy for deciding the objectives of the organization, planning resources to be used in order to attain those objectives, formulating policies to govern, use and disposition of the resources. The middle management level performs tactical planning and control, and needs information to discharge these managerial functions. This level develops the strategy for deciding the objectives of the organization, planning resources to be used in order to attain those objectives, formulating policies to govern, use and disposition of the resources. The supervisory level is involved in day-to-day operational control and needs information for its working. It is the
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process of ensuring that operational activities are carried out to achieve optimum use of resources. It makes use of pre-established procedures and decision rules. 2.3. Decisions at Kinh Do: In order to becoming a successful corporation, managers of Kinh Do are the most important people who make the right decisions to help companys production developing increasingly. They are from top level, who give visions, missions, objectives and business strategy in short term or long term to company. The decisions investing in technology to improve the production is one of the first steps of the company. In first years, after a period of operation as a small food company, managers of company decision research survey of market demand. Later, they decided to develop the legal capital of 14 billion VND and import production line of snack with Japanese technology valued at 750,000 USD to manufacture and launch of Kinh Do snack flavorful products at low prices. Addition, with the importance of information technology investment, from 2007, besides the investment in production, Kinh Dos managers also interested in Information Technology investment. The investment is not only equipped with an Information Technology background such as computer systems, office application: email system, internet, internal network... which are continuously enhanced with the application of modern Information Technology to the corporation. For this decision, the top - level wmake strategic investments in technology for the company. Then they decide which technology investments and how much investment companies, investment which benefits the company. This decision is unstructured and in long-term plans of the company for the purpose of promoting the development of production for the company. Next, the middle level, namely production manager, will start to search for and select the appropriate technology to the requirements of top level. They plan to invest, put into execution, and assign tasks to subordinates continue to perform. These decisions are semi structured. And short-term decisions are also influential to the company because they determine the success of the strategy. Finally, the decisions made by junior level. They will execute the tasks required of their superiors. They supervise the

construction and decide how much labor for the project. These tasks must be done in a day. The project will take place for how long. The mission made their shortterm, structured and less influential to the company because they only monitor the work was planned in advance. Besides the investment in innovative of modern technology, managers continued to set the strategic merger to expand the company. In 2003, Kinh Do officially acquired Vietnam Walls ice cream company from British Unilever Corporation and replaced with Kido's ice cream brands. The following year, managers continued to merge with other food companies such as Vinabico and Tribeco. Addition, Kinh Do also decided to invest in Nutrifood and Eximbank. In the strategy of becoming a multi-industry conglomerate, the system of Kinh Do expanded operations into the field of real estate business investment, financial stock investment. About joint venture strategy and affiliate system, Mr. Tran Kim Thanh, chairman of Kinh Do said, in this strategy, if the cooperation brings results will continue, otherwise stop. The important is to reach the new technology, the experience of business partners, especially the international partners. Following the success of 2010, in 2011, a banner year transition from a Kinh Do Company to Kinh Do Corporation, is the time that Kinh Do will improve the corporation operating model to take advantage resonance between member companies, accelerated pace of mergers and acquisitions. In addition, Kinh Do will continue investment Kinh Do branding, market expansion and coverage through the list of products in various forms joint venture and cooperation. Moreover, exportation is also in the expanding strategy of the organization. 2001 is the year which was determined in exports of Kinh Do Corporation. The managers determined to further boost the export to the U.S. market, France, Canada, Germany, Taiwan, Singapore, Cambodia, Laos, Japan, Malaysia, and Thailand. Firstly, the top - level will provide the strategic expansion of the company's business in the country and abroad. These long-term decisions are made in steps and continuing the mission of making the Kinh Do Group becoming a growth industry for the region and internationally. This decision is seen as one of the decisions have tremendous impact on Kinh Do. Next, the middle level will be market research and selection
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of business and consistent with market strategy. The semi-structured long-term decisions have great impact to the company as it helps to plan to go on a right path. Then the junior level will receive tasks from the middle level and execute it. They plan to approach the business or the market is indicated and to make agreement with Kinh Do. This is the short-term decision and it belongs to the structure of the plan. These decisions create linkages between businesses. In short, these decisions have being helped the company gradually expanding to reach the target growth markets around the country, becoming the largest multi sector corporation in Vietnam and being influential in the international food market. For short-term plan, managers maked strategic sales in the holiday, and perform charity work. The collection of Kinh Do Bakery sale at fixed prices and longitude specified discount for autumn products. Before the market place these days peak, near Mid-Autumn Festival, especially the problem of reducing the price the dealer misleading to consumers, Mr. Le Van Thinh, Vice President of Kinh Do Corporation stated that Kinh Do cake products sale at fixed prices and regulations Kinh Do absolutely no "great discount sale" policy and no policy can facilitate the implementation of retail "higher discounts", "50%" or "buy one get one" for the Kinh Do cakes. In particular we always follow the market demand progress daily and hourly should always control the supply of bread adequate response, so the surplus of goods and lower prices to sell college never happened. At peak period, managers of middle level had to mobilize the entire workforce to keep running at full capacity to meet new customer orders. The leaders of Kinh Do also enhanced staff agencies serving blocks, factories to produce high sales of the company increased revenue and exceeded the plan. In addition to the investment plan development company, Kinh Do also oriented company to engage in social activities, and charity activities. For example, in order to contribute to social care for children, to bring joy and encouragement of children can be disadvantaged conditions please welcome festival for children, the occasion of International Children holiday, the company directly visited and gave 1,500 gifts worth 110 million disabled children and studious pupils who are
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disadvantaged. In mid-autumn festival this year, the managers also decided to visit and donated 5,000 gifts totaling 300 million VND to welcome autumn with the children. In this strategy, from top level managers will be appointed to plan the annual charity. This is a long-term decisions and influence on society, to help the poor. However, these activities also bring benefits to the company. Firstly, these are the intention of the company towards its employees to a work ethics as well as in society. Secondly, this activity is to promote the image of Kinh Do more widely. After the decision of the top - level, middle level will plan the timing of implementation, execution sites, and other related units. They then decide how much to pay for this activity. The decision from the middle level of short-term nature and semi structured. Finally, the Supervisory level implementation plan, associated with the units and staff assigned to prepare the necessary elements and monitoring the implementation process. Role of these decisions are small and short-term it is done. 2.4. Information and knowledge of Kinh Do Strategic information is used at the very top level of management within an organization. These are chief executives or directors who have to make decisions for the long term. Strategic information is broad based and will use a mixture of information gathered from both internal and external sources. In general a timescale may be from one to five years or even longer depending on the project. Strategic plans will have little or no detail in them and more detailed strategic plans will be made slightly lower down the managerial ladder. For example, on information and knowledge needed in the investment decisions of modern technology for Kinh Do, top level needs information from the primary information such as statistical information about the company's operations. The external information includes Vietnam's food market and current competitors Kinh Do business. This information helps top - level know the development status of the company to make decisions for innovative companies. They can be derived from the official information such as newspapers, television and internet. The information is on secondary information such as employee surveys. Through the
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above information, to make decisions, top - level need the explicit knowledge as production, innovation necessaries of production and tacit knowledge like efficiency and investment. The next level down is the tactical level, and tactical planning and decisionmaking takes place within the guidelines set by the strategic plan. Tactical information will be mostly internal with a few external sources being used. Internal information is likely to be function related: for example, how to choose the suitable technology for the process. Tactical information is used by me and employees from middle level when managing or planning projects. The timescale is usually at least between 6 months and 5 years. Circumstances vary but a small project may have a tactical timescale of between one and six months. Tactical plans have a medium level of detail and will be very specific; they deal with such matters as who is doing what and within what specific budgets and timescales. These plans have medium scope and will address details at the operational level. They will generally have specific objectives and be geared towards implementation by operational level employees. For example, in 2003, Kinh Do acquired Walls ice cream company. As a middle level manager, I need to know information about Wall Company. Before choosing this company, I had to know if the company is suitable to the requirements of the plan. Besides, internal information such as cooperation law, and financial information on investment are also necessary. In order to make decision, we had to have knowledge about market research and statistical analysis. In this decision, we also need tacit knowledge. Face to face communication is the skill used to meet the customer, Wall Company. We also have to know how to cooperate to other firm. The lowest level is operational and operational planning takes place based on the tactical plans. The lowest level of management or workers in an organization implements operational plans. The timescale is usually very short, anything from immediately, daily or at most a week or month. Results of operational work will usually be passed upwards to let the tactical planners evaluate their plans. The sales strategy right price in the Moon holiday, supervisory level needs the
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information about products selling in the holiday, when do them sale, and where do they sale. These are internal information. The information is unofficial and secondary sources as indicated from the top. Supervisory level has to know the explicit knowledge such as accounting - to account the profit per day, marketing the intention to promote and sell products, reporting - to report the results to upper level. 2.5. Stakeholders of Kinh Do

Customers Shareholders Suppliers

Distributors

Managers Employees

Government

Distributors Banks

Competitor

Figure 2.5.1 Stakeholders diagram

Power Government Managers Employees Customers Banks Shareholders Distributors Suppliers

Competitors

Interest Figure 2.5.2 Power/Interest Grid

Firstly, managers, who are internal stakeholder, are the most important people of the group. They decide the successful of Kinh Do. These people are from the top level managers. Managers main role is to achieve effective utilization of resources in Kinh Do Corporation. They achieve so through coordinated human efforts. They have a very important role to play in achieving organizational objectives. They are responsible for aligning the individual's objectives with the organizational objectives. This is very essential for achieving long-term organizational success. Managers are the people who communicate organizational vision to the employees of the corporation. They ensure that there is effective communication flow in the organization and that there should no misinterpretations taking place. They also crucial role to play in decision making process in the organization. They decide how to bring and communicate organizational changes. They play major role in setting organizational goals. They are in close contact with the employees of the organization. They are the people who understand them and motivate them. They also encourage them so that they can perform effectively. They praise them when they show brilliant performance and on bad performance, and they give them constructive feedback rather than negative feedback. This would improve employees work quality as well as performance. Thus, managers role is very
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important so as to improve employees productivity as well as organization's productivity. They also understand that organizational success depends on employees. Thus the more satisfied and happy the employees are the more success the organization will show. Secondly, employees are one of Kinh Dos greatest assets. What they say about Kinh Do, how they act in the workplace, and how happy they are in their roles all impact on Kinh Dos brand, Kinh Dos image, Kinh Dos levels of service and ultimately Kinh Dos customers satisfaction. If managers are important people to make decisions for development of company, employees are the one who follow that decision, and based on that decision to personally making Kinh Dos operation. Although being the important factor, bringing high interests to Kinh Do, employees have not high power in the firm. The second is external stakeholders who bring high interest to Kinh Do. Customers are the main factor bringing the highest interest. Customers include retail and corporate customers. Retail customers are consumers. They buy goods at the retailer across the country and oversea countries. This is a major source of profit for the company and determines the existence of Kinh Do. Besides, the enterprise is also a source of huge profits Kinh Do. The business is working with Kinh Do. Kinh Do offers expanded company strategy, cooperation and mergers with other companies to put together huge profits. Suppliers play an important role in the production. They provide raw materials to manufacture products. After production, distributors do the task of distributing goods throughout the country and oversea. They deliver those products to many customers, in a timely fashion. They are distinct from brokers, who neither take delivery or nor title to the material, and surplus buyers, who typically buy aged material or overage and resell it at a discount. The next stakeholder is shareholder. This stakeholder also brings profits to the corporation. Shareholders make a financial investment in the corporation, which entitles those with voting shares to elect the directors. Shareholders do not normally have any rights to be involved directly in company management. Their connection to company management is typically via the Board of Directors as described above. If shareholders are not satisfied with the performance of the directors, they may remove the directors or refuse to re-elect
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them. Addition, banks are important factor which help Kinh Do in loan investment or saving. Bank provides money to Kinh Do for big projects basing on credibility. Besides beneficially external stakeholders, there are the stakeholders having no benefit for KinhDo including government and competitors. Firstly, government have high power to the operation of Kinh Do, however, it does not bring interests to the firm. Business must comply with governments regulations. Kinh Do that takes a proactive stance toward understanding and complying with federal regulatory agencies will minimize their chance of fines, prosecution, or other regulatory action. However, it is in the best interest of businesses to maintain healthy relationships with regulatory agencies at all levels of government. The second stakeholder is competitors. Kinh Do does not get any interest from this object. However, competitor plays the role of promoting the organization growth to a healthy competition together.

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III.

RESEARCH FINDINGS In order to find out information on the Kinh Do, I made survey to understand the influence of Kinh Do the market and customer comments to help improve the company's operations. I research on customers as consumers in Big C supermarket. I will show the detail of survey below. Survey question 1: Gender of respondents
Gender M F Total Frequency 13 17 30 Relatice Frequency 0.43 0.57 1 Percent Frequency 43.3 56.7 100

Table 4: Gender of respondents

Gender

43.3
56.7 M F

Figure 1: Gender of respondents Out of 30 customers, 56.7% of them are female, and 43.3% of our customers are male. There might be more housewives purchase Kinh Do products probably because of Vietnamese culture. In Vietnam, female are the people who care more about food products than male, therefore, they also buy Kinh Dos products more than male.

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Survey question 2: Age of respondents Age < 20 21 - 30 31 - 40 41 - 50 > 50 TOTAL Frequency Relatice Percent Frequency Frequency 4 0.13 13.3 11 0.37 36.7 8 0.27 26.7 4 0.13 13.3 3 0.10 10.0 30 1 100 Table 2: Age of respondents

Percent Frequency
> 50 10.0

41 - 50

13.3

31 - 40

26.7

Percent Frequency

21 - 30

36.7

< 20

13.3 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0

Figure 2: Age of respondents This above bar chart shows some age group, which are participated in the survey. In terms of age, group 21 30 appeared to be the largest group with 36.7% (11 people) of the total respondents. The second largest group is 31 40 by 26.7%. less than 20 and 41 50 with 13.3% for each group whereas people who aged less than 20 and 41 -50 account for 13.3% for each group. More than 50 is the lowest group in this survey with 10%.

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Survey question 3: Job of respondents

Relatice Frequency 0.13 0.37 0.30 0.20 1 Percent Frequency 13.3 36.7 30.0 20.0 100.0

JOB Students Businessmans White-collar workers Worker total

Frequency 4 11 9 6 30

Table 3: Job of respondents

Jobs
Worker Percent Frequency

White-collar workers

Businessmans

Students

0.0

10.0

20.0

30.0

40.0

Figure 3: Job of respondents The table and bar chart present the percentage of respondents job in the survey. The largest job group is businessman with 36.7%. The second group includes the people who are as white-collar workers with 30%. The percentage of worker reached 20%. And there are 13.3% customer who are students.

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Survey question 4: Income of respondents

SALARY Under 2 million Dong 2 million - 5 million Dong 5 million- 8 million Dong Over 8 million Dong total Frequency 6 15 6 3 30 Relatice Frequency 0.2 0.5 0.2 0.1 1.0 Percent Frequency 20 50 20 10 100

Table 4: Income of respondents

Salary
Percent Frequency

Over 8 million Dong

5 million- 8 million Dong

2 million - 5 million Dong

Under 2 million Dong

20

40

60

Firgure 4: Income of respondents The table and the bar chart reveal the percentage of customers income in a month. It is very interesting that 50% of total customers who are interviewed had income from 2 million to fewer than 5 million a month. Consumers who earn fewer than 2 million and from 5 million to 8 million accounted for 20% for each. There are 3 people had a monthly income more than 5 million and they make up 10% of total.

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Survey question 5: What food companies do you like the best?

Brand name Bibica Hai Ha Biscafun Kinh Do Total Frequency 7 6 0 17 30 Relatice Frequency 0.23 0.20 0.00 0.57 1 Percent Frequency 23.3 20.0 0.0 56.7 100

Table 5: The popular of Kinh Dos products

Brand
60.0 50.0 40.0 30.0 23.3 20.0 20.0 10.0 0.0 0.0 Bibica Hai Ha Biscafun Kinh Do 56.7

Percent Frequency

Figure 5: The popular of Kinh Dos products The bar graph shows the percentage of brand which is selected by customers when they buy sport products. From the graph, Kinh Do had a largest percentage with 56.7% of total customer selection. The second largest was Bibica brand with 23.3% of total chooser. Besides that, customers also buy food product from the brand Hai Ha with 20% whereas there is no one buying food products from Biscafun brand.

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Survey question 6: How often do you buy Kinh Dos products a year?
Relatice Frequency 0.60 0.30 0.03 0.07 1 Percent Frequency 60.0 30.0 3.3 6.7 100

Purchase < 3 times 3 - 5 times 5 - 8 times > 8 times Total

Frequency 18 9 1 2 30

Table 6: The purchase frequency of Kinh Dos products

Percent Frequency
> 8 times

6.7 3.3 30.0 60.0 0.0 20.0 40.0 60.0 80.0 Percent Frequency

5 - 8 times 3 - 5 times < 3 times

Figure 6: The purchase frequency of Kinh Dos products From the graph, there is significant feature that more than half of total respondents use Adidass products under 3 times a year. Besides that, customers who use our products 3 to 5 times per month accounted for 30% of all respondents. One person uses products which were made by Kinh Do 5 to 8 times a year made up 3.3%. This percentage lower than the percentage of consumers, who use Kinh Do food more than 8 times a month, is 5%.

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Survey question 7: What do you think about Kinh Dos products?

Product's Opinion Taste Quality Packing Price Very good 30.0 20.0 10.0 6.7 Good 46.7 43.3 50.0 33.3 Average 23.3 36.7 40.0 40.0 Poor 0.0 0.0 0.0 20.0 Very Poor 0.0 0.0 0.0 0.0

Table 7: The respondents opinions about Kinh Dos products

60.0
50.0

50.0 40.0
30.0

46.7 43.3 40.0 33.3 36.7 40.0

Taste

30.0
20.0

Quality
23.3
20.0

Packing Price

20.0 10.0 0.0 Very good Good Average Poor Very Poor
10.0 6.7 0.00.00.0 0.00.00.00.0

Figure 7: The respondents opinions about Kinh Dos products The table and bar chart shows the percentage of reviews by customers about Kinh Dos products. As you saw in the bar chart, almost customer chose Kinh Dos products being good in taste, quality and packing with nearby 50% each product whereas there was only 33.3 % choosing price good. The second group is average with around 40% people thought that quality, packing and price is normal and 23.3% thought that taste is normal. The number of customers choosing Kinh Dos products is good are less than two groups above with 30% of taste, 20% of quality, 10% of packing and only 6.7% of price. Specially, there was no one choosing poor and very poor for four factors but the price. There was 20% of customer thinking that the price of Kinh Dos product is poor. Therefore, we can see that the price of Kinh Dos products is slightly high for ordinary consumer.

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Survey question 8: What is your opinion about Kinh Dos services?

Product's Opinion Sale's attitute Promation program Customer care Very good 13.3 13.3 13.3 Good 43.3 50.0 40.0 Average 43.3 36.7 46.7 Poor 0.0 0.0 0.0 Very Poor 0.0 0.0 0.0

Table 8: The respondents opinions about Kinh Dos services

60.0 50.0 40.0 30.0 20.0 10.0
0.0

Sale's attitute Promation program

Customer care

Very good

Good

Average

Poor

Very Poor

Figure 8: The respondents opinions about Kinh Dos services The table and bar chart shows the percentage of reviews by customers about Kinh Dos products. As you saw in the bar chart, almost customer chose Kinh Dos products being good in taste, quality and packing with nearby 50% each product whereas there was only 33.3 % choosing price good. The second group is average with around 40% people thought that quality, packing and price is normal and 23.3% thought that taste is normal. The number of customers choosing Kinh Dos products is good are less than two groups above with 30% of taste, 20% of quality, 10% of packing and only 6.7% of price. Specially, there was no one choosing poor and very poor for four factors but the price. There was 20% of customer thinking that the price of Kinh Dos product is poor. Therefore, we can see that the price of Kinh Dos products is slightly high for ordinary consumer.

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I.

RECOMMENDATION

Through the survey, we found that Kinh Do has also drawbacks. The first is to limit the price of the product. Most customers appreciated that the product of Kinh Do have high price. In most of that customers have average incomes. Therefore, Kinh Do needs to invest in products with affordable, consistent with low-income people. Also, the middleaged subjects are less interested in products of Kinh Do, therefore, Kinh Do should also invest in the production of quality products suitable to the health of the elderly. Organizations constantly encounter forces driving them to change. Because change means doing something new and unknown, the natural reaction is to resist it. Extension programme managers must overcome this resistance and adopt innovative and efficient management techniques to remain high performers. They must improve their personal, team, and cultural management skills if they hope to adapt themselves to a changing world. Overwhelmingly, current management wisdom touts the goal of getting decisions made as low down in the organization as possible. The basic idea is that since people closest to the work are likely to know the most about solving problems in their areas, they should be involved in the decisions concerning those areas. An added benefit is that they are more motivated if they have some control over their work and over their own destinies. To carry out their responsibilities, managers need to obtain recent, relevant information that exists in books, journals, and people's heads who are widely scattered within and outside the organization. They have to make decisions based on information that is both overwhelming and incomplete. In addition, managers need to get cooperation from subordinates, peers, superiors, and people over whom they may have no formal authority. Factors that affect managers include level of management, size of the organizational unit, and function of the unit, lateral interdependence, crisis conditions, and stage in the organizational life cycle.

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They have to have a choice in what aspects of the job to emphasize and how to allocate their time. Generally managers are engaged in four types of activities: building and maintaining relationships, getting and giving information, influencing people, and decision making.

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REFERENCES
Kinh Do. (2010). KinhDo - Help Children in Difficult Circumstances. Available: http://www.kinhdo.vn/News/1-tin-tuc---su-kien/799-kinh-do---chung-tay-vi-tre-em-co-hoancanh-kho-khan.html. Last accessed 24th October. Kinh Do. (2010). The application of modern information technology at Kinh Do. Available: http://www.kinhdo.vn/News/1-tin-tuc---su-kien/809-ung-dung-cong-nghe-thong-tin-hien-daitai-kinh-do.html. Last accessed 24th October. http://www.kinhdo.vn/ Last accessed 10th November.

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Apendix 1 Survey form

KINH DO CORPORATION SURVEY I am from Management Information System department at Kinh Do Corporation. This survey is to find out the influence of Kinh Dos product on customers. I will be happy if you agree to spend a few minutes for this. Thanks for your consideration! Please tick (cross) and answer the questions below: 1. What is you gender? Male 2. How old are you? < 20 21 30 31 40 41 50 > 51 3. What is your job? Student Businessman Worker White-collar worker (people who do office work) 4. What is your salary? < 2 million Dong 2 million 5 million Dong 5 million 8 million Dong > 8 million Dong 5. What food companies do you like the best? Bibica Hai Ha Biscafun Kinh Do 6. How often do you buy Kinh Dos products a year? < 3 times 3 5 times 5 8 times > 8 times Female

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7. What do you think about Kinh Dos products? Very good Taste Quality Packing Price Good Average Poor Very poor

8. What is your opinion about Kinh Dos services? Very good Sales attitude Promotion programs Customer care Good Average Poor Very poor

9. Do you have any suggestion on Kinh Dos Product? THANK YOU VERY MUCH FOR YOUR PARTICIPATION!

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Apendix 2 Organization chart

Chairman

CEO

Sale Director

Finance Director

HR Director

Service Manager

Supply Chain Manager

Customer Development Manager

Plan Manager

Customer Development Manager

Marketing Manager

Account Manager

Salary Manager

HR Manager

Supervisory

Supervisor

Supervisor

Supervisor

Supervisor

Supervisor

Supervisor

Supervisor

Supervisor

Staff

Staff

Staff

Staff

Staff

Staff

Staff

Staff

Staff

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