Consulting Project for Habeco

HABECO Project Report
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ACCT 2118: INDUSTRY PROJECT
G2 – Suhor Anuar
Tofu
28/03/2013

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RMIT International University Vietnam
Bachelor of Commerce Program
Assignment Cover Page
Subject Code: ACCT2118
Subject Name: INDUSTRY PROJECT
Location & Campus (SGS or HN)
where you study: RMIT Vietnam SGC
Title of Assignment:
(In the form of a question)
How to increase market shares of
Habeco in emerging industry from the
perspectives of marketing and price
management?
Team Name
Tofu
Student names:
Luong Thi Hong Phan
Huynh Thanh Thi Phuong Dong
Trinh Hoang Dao
Luu Minh Trang
Nguyen Thanh Lam
Student Numbers:
S3311428
S3309738
S3357651
S3310020
S3278578
Lecturer and Group number:
G2 – Suhor Anuar
Assignment due date:
28/04/2013
Date of Submission:
28/04/2013
Number of pages including this one:
45
Word count 4,308

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Table of Contents
I. Project Background .......................................................................................................................... 5
A. Overview........................................................................................................................................ 5
B. Problem Identification.................................................................................................................. 6
1. Unreasonable price in retailer outlets................................................................................... 6
2. Lower brand recognition in the South:.................................................................................. 7
C. Objectives...................................................................................................................................... 7
II. Analysis and diagnosis.................................................................................................................... 8
1. Unreasonable price in retailer outlets: ...................................................................................... 8
a. Customers are price sensitive ............................................................................................... 8
b. There is no regulated price policy ......................................................................................... 8
2. Low recognition in the South market:........................................................................................ 9
a. The Southern customers have low brand awareness........................................................ 9
b. There are many differentiation in customers’ behaviors..................................................10
III. Literature Review............................................................................................................................11
1. Review on brand recognition issue .........................................................................................11
2. Review on price management issue .......................................................................................13
IV. Research methodology ................................................................................................................14
A. Research conducting process..................................................................................................14
1. Identify keywords for the research topic: ...........................................................................14
2. Search for Information: .........................................................................................................15
3. Evaluate the sources:............................................................................................................15
B. Limitations of research: .............................................................................................................16
C. Limitations of information:.........................................................................................................16
V. Recommendations ..........................................................................................................................17
1. Launching the main chain of stores supports the control of stable price: .........................17
2. Pushing up marketing advertisement for brand development in the Southern market ...19
a. Surveys from customers.......................................................................................................20
b. Advertising via public media.................................................................................................20
c. Sponsorship for events .........................................................................................................20
VI. References.......................................................................................................................................22
VII. Appendix: ......................................................................................................................................27
1. PESTLE Analysis.......................................................................................................................27

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2. SWOT...........................................................................................................................................31
3. Rich picture .................................................................................................................................32
4. Ishikawa diagram .......................................................................................................................33
5. 5 WHYS.......................................................................................................................................34
6. Gap analysis: ..............................................................................................................................35
7. Concept Fan Framework...........................................................................................................36
8. Force Field analysis:..................................................................................................................37
9. Evaluation checklist: ..................................................................................................................39
10.Gantt Chart..................................................................................................................................45

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I. Project Background
A. Overview
Recently, Vietnam has become one of the top countries in the South East Asia for the
consumption of beer and there is a significant decline in the special sales tax for beer from
75% to 45% as stated in the WTO agreements (Tuoitrenews 2012). Although the political and
social factors create an incentive for foreign players in high-end segment, but demand for
domestic brands like (Hanoi beers, Saigon beers, Bivina and Huda) still in high demand in
middle and low segment (Vietnamnews 2010) and they account for more than 65% of market
share (SSI, 2012). However, PESTEL analysis (Appendix 1) indicates beer industry in Vietnam
will reach the saturated stage soon as competition has reached its climax. In assertion for that,
movement within the market also reflects the industry life cycle, as the average growth rate is
approximately 15% and forecasted to be downward (Euromonitor, 2011).
In the current stage, the expansion of market shares is probably the best move in the
emerging industry before moving toward the maturity stage but Habeco, accounts for 17.3% of
market shares in 2012, seems to be struggled to increase its stake further due to certain
drawbacks. To be precise, the constraint from the weak brand reputation in the South due to
ineffective price control and low brand recognition will hinder Habeco from expanding its
market shares.

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B. Problem Identification
1. Unreasonable price in retailer outlets
As the target in the economy segments that customers are price sensitive (SSI 2012),
any changes in price would impact on customer loyalty. According to FPT Securities 2008,
Habeco is not detailed in setting price policy. Although providing floor price, there are no the
ceiling prices regulated as a certain range for distribution channel. Therefore, wholesalers and
retailers automatically set the price to take their advantage.
The same as others brands, Habeco is facing problem of seasonal price. For example,
on Tet Holiday 2013; Hanoi beer’s price was increased from VND 200,000 to VND 240,000
(VnExpress 2013). Tiger and 333 beer also increases the price but slighter, from VND 270,000
to 280,000 and from VND 195,000 to 205,000 respectively. As a result, Habeco probably
creates customers’ reaction to switch to others brands with higher reputation which they think
more worthy for their higher spending.
Brewery
Company
Horeca
Sector
Consumers
Wholesalers Retailers Consumers

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2. Lower brand recognition in the South:
One of the reasons for the failure in the South market is to build brand awareness.
While entering the South market, Habeco did not have effective strategic marketing for its new
target customer (FPTS 2010). There are no advertisement campaigns on TV/newspapers or
panels in the retailers/supermarkets. Therefore, the failure of building brand image is the
barrier to access customers (Dantri 2011). Others brand such as Heineken has many
extensive advertising campaigns in the Southern Vietnam such as “Light up the light” for
Bitexco - the highest tower in Vietnam (Euromonitor 2012). Hence, it hinders the expansion of
Habeco brand awareness. Besides that, the difference in the customers’ taste is also a
obstacle in expanding market of Hanoi beer. According to The case of Bivina beer in Vietnam,
while Northerners favor “stouter beer”, the Southerners tend to beer with lighter taste.
C. Objectives
After apply the recommendation to overcome the existent problem, Habeco aim to
achieve following objectives:
 Expand the brand’s awareness to the south market to 60% so that Habeco’s products
are popular in most of south people via the advertising campaign
 Take over about 15% market share in 2013 and increase that percentage each year
stably
 Achieve at least 25% return on sale annually
 Reach to the second place (behind Sabeco and surpass VBL ) in the beer industry
market in Vietnam in 2016
 Increase the customer consumption for Habeco beer product to 2 billion litters in 2015.

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II. Analysis and diagnosis
Habeco is the leader beer brand in the North market of the economy segment (Mekong
2008). However, since the market become tighter and more competitive, especially after
Vietnam joined WTO in 2007, the company could be left behind others if they do not recognize
and adapt the changes in the market (Euromonitor 2012).
1. Unreasonable price in retailer outlets:
a. Customers are price sensitive
According to Food Beverage in Vietnam 2011, Vietnamese consumers have the growth
of income and are westernized. Therefore, most of Vietnamese customers intend to prefer
foreign brands to domestic brands (From Beijing to Budapest – Winning Brands, Winning
Formats 2005/2006). Besides that, international brands usually have significant investment on
marketing campaigns and promotion for their products through “multiple avenues” consisting of
TV or promotional programs. This creates competitive market for local brands and leads the
consumers to be price sensitive. Furthermore, a recent study from Nielsen (Thanh Nien News
2011) is provided that the price of goods is increasing rapidly, which results from the increase
of inflation rate. That makes the customers pessimistic about their personal finance and
changes their purchase behavior. Plus, Lewis and Shoemarker (1997) indicate that price is a
vital feature in the formation of the customers’ perception about the product quality. That is a
reason interpreting the consumers have high reliance on price and any changes on it, there
are an impact on their degree of brand loyalty. This explains why the consumers are price
sensitive. Therefore, Habeco targets on economy segment (FPTS 2008 & SSI 2012).
b. There is no regulated price policy
According to FPT Securities 2008, Habeco does not have defined price policy, the
agents at the first tier of supply chain sell the products “not lower than regulated price” but the
ceiling price is not set as a certain range for distribution channel. This means that distributors
or retailers automatically set the price leading to the price fluctuation and bad impact on the

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end users’ benefits. That fluctuation is reflected apparently in holidays like Tet holidays; the
demand of beer consumption in those special occasions is boosted; which creates chance for
distributors to relatively increase the price (Vu Nghi & Bach Hoan 2011). For example, on Tet
Holiday 2013; Hanoi beer’s price was increased from VND 200,000 to VND 240,000
(VnExpress 2013). Tiger and 333 beer also increases the price but slighter, from VND 270,000
to 280,000 and from VND 195,000 to 205,000 respectively. When comparing to the price and
prestige of other brands, Habeco is still quite new beer brand in the Southern market. Plus the
customers are price sensitive; hence with the deviation in price referred to the instance above,
this company can create customers’ reaction to switch to others familiar brands with higher
reputation, which they consider to deserve for their higher spending.
2. Low recognition in the South market:
a. The Southern customershave lowbrand awareness
Brand awareness is the key factor to gain customer loyalty (Khan 2012) which
contributes to the success of the company. According to Dan tri (2010), customer usually
makes their decision of purchasing before visiting the store. When going to the
stores/supermarkets, they do not spend too much time to compare and consider between
many brands, especially food and drink products. Therefore, the failure of building brand image
is the barrier to access customers (Dantri 2011), which is problem Habeco has faced.
Although entering the South market for a certain period, Habeco is still a vague brand
name to most of Southern consumers compared to Sabeco and VBL. While Heineken, Tiger
beer and especially Saigon beer; Habeco’s direct competition product, are known by the entire
Southern consumers, there are a small number of them acknowledging about Hanoi beer. The
reason is that Habeco did not have effective marketing campaigns (FPTS 2008). As evidence,
the sponsorship for a football team does not bring benefits to the company since it cannot
increase its brand awareness (VTC The Thao 2013). Besides that, there are no advertisement
campaigns on TV/newspaper or panels in the retailers/supermarkets. Inversely, others brands
has many extensive advertising campaigns in the South and do focus on public advertising to
increase the customers’ brand awareness. For example, Heineken organized the event “Light
up the night” at Bitexco - the highest tower in South of Vietnam to introduce Heineken STR
bottle as well as impress the status of its brand (Euromonitor 2012). In addition, building brand
image of Heineken and Tiger via advertising on TV is quite successful. For Saigon and Larue

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brand, they attract a lot of customers by the wide appearance of posters or panels appear in
the small restaurants. Therefore, lack of these advertisements limits Hanoi beer to widen its
brands and gain customers’ awareness.
b. There are manydifferentiation in customers’behaviors
With emerging state of beer industry, most of the players will try to target the market to
acquire as many market shares as possible by expansion and renewing strategies before it
reaches the mature stage. Hence, Habeco recognizes the presence in the dynamic and
potential market like the Southern market will create huge advantages in term of its expansion.
However, the company is not wholly successful in penetrating this market. To be explained,
beside low brand awareness due to lack of advertising campaigns, customers’ behaviour is
also one of the obstacles. There are many beer existing brands in the South like Foster, Larue
or BGI and even dominating that market such as Saigon beer, Heineken or Tiger (Beer in
Vietnam 2012), which is favoured by the Southern customers. Those current beer brands are
positioning definitely and the choice of customers over them has become their habit gradually
so Habeco has the difficulty in influencing their customers’ behaviours and compete with them.
Moreover, according to The case of Bivina beer in Vietnam, in general the Vietnamese
consumers prefer beer with “little foam and sweeter taste”. Specifically, customer behaviours in
the South are different from in the North. Under the same source, while Northerners favour
“stouter beer”, the Southerners tend to beer with “lighter” taste. These differences can be
considered to explain the previous strategies of Habeco in invading Southern market are not
effective.

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III. Literature Review
1. Review on brand recognition issue
Brand recognition is the extent to which target market is able to identify a brand by its
visual attributes. Veryzer (1998) stated the importance of brand recognition, which derived
from visual dimension of design, playing a critical role in the initial consumer perception for
product properties as well as product choice. Similarly, Berkowitz et al (1987) believed that
high recognition of certain brands (organisations) in shop displays, advertisements would
shape consumer beliefs about product’s quality in a positive way. For instance, Borja de
Mozota (2004) conducted an empirical research to measure the influence of certain high brand
recognition companies and one of these is Apple. The results showed that customers usually
attached, consciously and subconsciously, high functional qualities for Apple’s products and
some people admitted that they had placed orders without products experience in Apple Store.
On the other hand, Aaker (1996) indicated that having massive presence of any
particular brands does increase the brand recognition, but it should be looked at interrelated
perspective, as the brand should represent emotions, associations, self-affirmation and
identification of the target market. Aaker and Keller (1990) asserted that though buying
decision of any popular products is based on the high brand recognition but to a certain extent,
the customers’ self-concept matters as well.
Speaking of the current context of economy, Walia (2013) believed that current
recession hits hard particularly on fast-moving consumer goods (FMCG) industry because
most of shoppers have been pressed to save money by choosing cheap brands instead of
putting favour on private brands. However, he believed that high-equity brands from Unilever
and Procter & Gamble like Ariel detergent, Flora margarine, Cif creams or Comfort fabric
conditioner still can insulate against the switching tendency of consumers due to advantage of
large coverage of brand recognition. Research of Kantar Worldpanel in 2012 (cited in San
2012) revealed the value of each category of products from perspective of consumers as
follow:

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The figures from research of Kantar Worldpanel showed that beverage category has
lowest perceived value, in comparison with different categories, because of particular
consumer behaviours like rationalising, bulk buying, prioritise familiar brands and down-trading
(San, 2012). Thus, Ms Mai Thi Tuyet Hoa (Director of Consumer Research Vietnam at AC
Nielsen) believed that FMCG companies, who want to do well in Vietnam market, should not
only concern about the price-sensitive consumers but also take care of increasing the
perceived value for consumers in a higher segment as well because brand familiarity also
takes part in production selection.
Liaw (2011) concluded that brand recognition could become a weapon for enterprises to
expand the market shares as well as a buffer to back up when industry turns to saturated
state. However, the key to achieve high brand recognition is to fulfil the gap between
customers and enterprises by developing a mutual relationship via branding activities.

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2. Review on price management issue
Control the final price of product or service listed in the market for the end-consumers is
an important stage for every company, as price captures the correlation between demand and
supply (Abratt & Pitt 1987). According to Yeoman and McMahon-Beattie (2004), world-class
product is a crucial key to success because it can increase the value of offering but pricing is
vital either as it is a fundamental indicator in optimising “product’s true worth out there in the
real market place”. However, Lowengart and Mizrahi (2000) claimed that though pricing can be
utilised in marketing and competitive strategy to generate revenues for the firm, but it is also a
“double-edged sword” because external environment can heavily affect the price in the market
and firms should be concerned about such fluctuation.
On the other hand, Stamer and Diller (2006) stated that firms should be very careful
about the uncontrolled price differentiation in the market as the value consciousness and price
perceptions of each target market can be varied greatly. Diller et al (2000) supported by stating
that “Price seekers” in the fast-moving consumer goods industry are very sensitive toward
price variance cause they spend “a lot of time and effort in prince information search” and they
have low concern for quality. To support above statement of Stamer and Diller; Tellis and
Gaeth (1990) believed that price uncertainty benefits retailers as they can earn a portion of
margin and it leads to high preference in stocking firm’s products, but it can damage that firm
severely in brand reputation.
Taking into account the high CPI of Vietnam over the last 3 years (2009-2012), FTA
research (2012) asserted ideas of Deller et all (2000) that price rises caused either by
controlled factors (expenditures along the supply chain, overhead) or uncontrolled factors
(inflation) will cause a significant reduction in customer beliefs. For instance, consumption of
foreign dairy products in modern channels has been reduced by 46% at the end of 2012
because the price had been increased approximately 15% in the quarter 3 of 2011 (Ministry of
Industry and Trade’s Market Management Board in Vietnam, 2012).
Olcer (cited in San 2012) commented on traits of Vietnamese consumers, as “most of
them are price-sensitive, very wise purchasers, appreciating value for money products and are
very progressive in terms of looking for new products and better quality that improve their
lives”. Therefore, if companies that not taking into accounts these traits then it will be a losing a
game for them.

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IV. Research methodology
The main focus of this report is to analyse Habeco’s situation through problem and root
causes’ identification to provide possible solutions which can help the company overcome their
problems and seize potential opportunity. During the research process, many reliable sources
are used in order to make sure information found is relevant and reliable.
A. Research conducting process
Research process is the key factor that impacts on the quality and reliability of the
information found. Three main steps of processing the research were conducted as following:
1. Identify keywords for the research topic:
In order to ensure all important aspects were taken into account, a list of topic sentences
was made and considered in order to choose the most appropriate one that follows the right
direction and meets the research team’s objectives.
Next, keywords were determined to avoid missing relevant data during the process. They
were divided into two categories:
 Company - related information: Habeco’s website provides information related to the
company such as company’s background, operating activities, financial reports.
 Industry - related information: information about the market trends, competitors,
opportunities and threats were found via online newspapers, business reports,
researches and case studies from many online databases.
As Habeco focuses on the domestic market, most of information found is in Vietnamese. As
a result, keywords are inputted in both English and Vietnamese to avoid missing relevant data.

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2. Search for Information:
Although there are many online sources that provide information related to the company
and its industry, the scope of research is too wide that we didn’t find as much relevant
information as we expected. Therefore, the research team narrowed down to credible news
websites, government websites, researches from universities, online books in PDF file type,
and academic databases such as ProQuest, EBSCohost and RMIT databases to ensure the
relevancy and credibility of information.
3. Evaluate the sources:
All data collected from the online sources were then evaluated by using the evaluation
checklist (see the appendix 9). Even though the scope of the research was narrowed down,
information found might not be helpful enough for the purpose of this report. Therefore, 6
criteria were developed in order to evaluate the sources found in step 2:
 Accuracy - it refers to the quality of the information. Does the source appear to
be professional? Is the information justified by evidence? Is there any peer-
review from scholarly journals?
 Authority - it refers to the author or the publisher of the information. Is the
information published by credible publishers? Is the author’s name cited clearly in
the source? What are his credentials?
 Objectivity – it refers to the detachment of the author’s personal opinion from his
article. Does the source contain any personal opinions? If yes, are there any
opposing arguments presented in the source? Are there any assumptions made?
 Coverage – it refers to the consistency of the source. Is the information
consistent with other findings, other sources? Are there any references, citation
in the source? Are the references credible, helpful?
 Currency – it refers to the timeliness of the information. When was the
information published? Was it produced recently? From 2003 up till now? Has it
been edited or updated recently?
 Relevance – it refers to how the source matches with the report’s purpose. Is the
information discussed in the source close to the research’s topic? How was it
published? To which audience is it aiming to?

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B. Limitations of research:
There are some unavoidable limitations exist during the research process:
 The lack of primary sources, such as surveys, direct interviews or internal publications
affects the objectivity of the report.
 Due to the scarcity of information, there aren’t enough evidences to amplify the strength
of some arguments.
C. Limitations of information:
 As Vietnamese companies tend to put only positive information on their website to
make it more attractive to customers and shareholders, information found from that
source is not reliable enough to reflect a true and fair view on the company’s situation.
 Some out of date sources were used due to the scarcity of information. Although they
might have been true and accurate in the past, they don’t reflect the company’s current
situation.
 As most of information found about Habeco is in Vietnamese, they had to be translated
into English to be put in the report, thus the translation may not express fully the
authors’ ideas.

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V. Recommendations
1. Launching the main chain of stores supports the control of
stable price:
Harrigan (2005) defined vertical integration as overall scope of different business
activities in a supply chain under management of a single board. For instance, many clothing
companies like Zara, Diesel, and Billabong are their own suppliers and customers in their
supply chain because most of the entities from design, production, distribution, logistics and
retail in their supply chain have been owned. Mahoney (2002) stressed that there are many
driving forces for organisation to adopt vertical integration, but the main drivers are: high
transaction costs in industry, strategic considerations, taking advantages for input/output prices
and high overhead in cost structure. In addition, Troyer and Russell (2004) asserted that the
ultimate goal in creating vertical integration is to achieve lower costs and better services.
In order to manage prices more effectively, gain customers’ brand awareness and
increase the coverage of Habeco in term of marketing and distribution channel in the South
market, we propose that the company should build its owned retail stores and focus on
distributing beverage products like: Hanoi Beer premium in 330ml bottle and 450ml bottle,
Hanoi Larger Beer, Classic White Bamboo Beer, Cask Ale, Draught Beer. Other products of
their subsidiaries like Hanoi Vodka, Cherry Liquor, Coffee Liquor, Lemon Liquor, etc can also
be considered to put in the retail stores in South market as well if further market research
shows that there is a demand.

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Illustration of a direct retail store of TH Milk
As indicated in “Analysis and Diagnosis of Issues”, the current problem of Habeco is
that they has been focused on their direct customers (Hotel – Restaurant – Café sector) and
the final consumers have been taken slightly cause they’re charged with the premium price in
contracted retail stores. With a chain of retail stores in Ho Chi Minh City, consumers can come
to store and directly purchase products from Habeco without involvement any middleman and
the offered prices will be more reasonable despite seasonal sales. In addition, each retail store
will be served as an exhibition area to display and promote products of Habeco in such an
interactive way so that Habeco retail store is not only a point of sale but also a point of
advertising like TH Milk did as follow:
Illustration of TH true mart

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Based on the density of population of Ho Cho Minh City and financial objectives, we
suggest that Habeco should establish 32 retail stores in the first 2 years and the location of
retail stores is as follow:
 18 retail stores in Go Vap District, Tan Binh District and Binh Thanh District, Phu
Nhuan District (Consumption of Hanoi Beer is expected to be high here because
many Northern people are living here)
 1 retail store for District 3 and District 1 (Many restaurants/ Hotels/ Café stores are
located in both Districts so the personal consumption is expected be low)
 2 retail stores in each other District to spread the coverage.
2. Pushing up marketing advertisement for brand development
in the Southern market
According to Hoeffler & Keller (2003), marketing activities contributes to building a
strong brand and the customers’ brand knowledge is created based on that. Therefore, in
order to gain customers’ awareness, Habeco must bring their products close to them by
focusing on the improvement of marketing activities to explore the South market. Moreover,
Solcansky & Simberova (2010) declared that research is a useful measuring method for
organizations to have a successful marketing strategy. In addition, it is a prioritized step which
assists to acknowledge how brand knowledge affects customer buying behavior (Hoeffler &
Keller 2003) and then, the following steps are presented:

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a. Surveys from customers
Habeco needs to have significant investment on Research and Development
department which is exclusive responsible for researching the market as well as the Southern
customers’ characteristics. This can help the company capture the customers’ preferences to
build the appropriate strategies in penetrating this market. Firstly, that department needs to
have studies about the Southern customers’ features as which the standard about beer flavor,
design of package or even after-sale services the customers prefer. Survey is a useful method
with a broad ability in gathering or describing the characteristics of a large population.
Collected information from those surveys will contribute to understand customers’ desire and
determine their habits. Based on that, the company can target the right products for the right
customers.
b. Advertising via publicmedia
Advertising activities via public media like TV or Internet are boosted to attract the
competitors’ customers and to give them a new and different choice in their mind about the
product line in beer industry. Public media is a tool to convey the message which the company
wants to approach its customers. Based on the table from TNS Vietnam Company referred to
below, television is a helpful tool to publicize their brand to the Southern customers. Habeco
should have their commercials on HTV7, HTV9 and SCTV1 channel which are favorite channel
with a large number of viewers accounting for 8,8%, 7,8% and 5,3% respectively in the
Southern Vietnam (Vietfilm 2009). Besides that, the proper time for positive effect of
advertising which these are performed is after 12pm; TV is device which has the most usage
and from 19h to 22h - the prime time(TNS Vietnam Company 2012). Internet also is used to
advertise their products on some websites which is accessed by a large number of visitors like
Vietnamnet or Tuoitre Online (Vinalink 2000-2005).
c. Sponsorshipfor events
The sponsorship for game shows like “Chung Suc” or “Vietnam got talent” which can
contribute to gain the customers’ awareness about its products as well as strengthen its brand
name. Besides that, some events like “national bike racing contest” or musical concert like K-
pop Festivals should be sponsored. To be explained, these events attract the attention of a
huge number of people; which create the opportunity to approach Habeco. Specifically, that K-

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pop Festival gathers a large number of fans throughout the country like 20,000 attendees
(Thanh Nien News 2012).
The percentage of population using public media
63%
19%
12%
6%
THE PERCENTAGE OF POPULATION
USING PUBLIC MEDIA
TV
Internet
Radio and newspaper
CDs

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VI. References
1. Aaker, DA 1996, ‘Building Strong Brands’, New York: The Free Press.
2. Aaker, DA & Keller, KL 1990, ‘Consumer Evaluation of Brand Extensions’, Journal of
Marketing, January, vol. 54, no.1, pp. 27- 42.
3. Abratt, R & Pitt, LF 1985, ‘Pricing practices in two industries’, Industrial Marketing
Management, November, vol. 14, no. 4, pp. 301-306.
4. Ambler, T & Styles, C 1997, ‘Brand development versus new product development:
Toward a process model of extension decisions’, Journal of Product and Brand
Management, vol. 6, no. 4, pp. 222-234.
5. Berkowitz, M 1987, ‘Product shape as a design innovation strategy’, Journal of Product
Innovation Management, December, vol. 4, no. 4, pp 274-283.
6. CAP 2012, ‘Uống rượu rồi lái xe có thể bị phạt tới 15 triệu đồng’, Anninhthudo, 21
September, viewed 11 March 2013, <http://www.anninhthudo.vn/An-toan-giao-
thong/Uong-ruou-roi-lai-xe-co-the-bi-phat-toi-15-trieu-dong/466119.antd>
7. Ciccotello, CS, Greene, JT & Walsh, LS 2007, ‘Supermarket distribution and brand
recognition of open-end mutual funds’, Financial Services Review, vol. 16, no. 4, pp.
309-326.
8. Diller, H, Gentner, J & Millier, I 2000, ‘Hybrides Kaufverhalten - Empirische Analyse
anhand von Haushaltspaneldaten’, no. 85, University of Erlangen-Nurnberg, Marketing
Department, Nurnburg.
9. Dr. Nguyen Van Dan & Dzung, ‘Groundwater Pollution in the Hanoi Area’, Vietnam,
viewed 18 March 2013.
10.Dr. Truong Quang & Huyen 1999, ‘Product Extension: The Case of Bivina Beer in
Vietnam’, viewed 15 March 2013.
11.Euromonitor International 2012, Alcoholic Drinks in Vietnam, viewed 14 March 2013,
Passport Database.
12.Euromonitor International 2012, Beer in Vietnam, viewed 14 March 2013, Passport
Database.
13.Euromonitor International 2012, Consumer Health in Vietnam, viewed 11 March 2013,
Passport Database.

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14.Euromonitor International 2012, Hanoi Alcohol Beer & Beverages Corp (Habeco) in
Alcoholic Drinks (Vietnam), viewed 12 March 2013, Passport Database.
15.Euromonitor International 2012,Hanoi Alcohol Beer & Beverages Corp (Habeco) in
Alcoholic Drinks (Vietnam), viewed 14 March 2013, Passport Database.
16.FPT Securities 2010, Hanoi Beer - Alcohol and Beverage Corporation (Habeco), viewed
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2013, < http://www.glory.com.vn/view-content/2664.Imported-Beer-Wave-Worries-
Brewers.html?lang=enl>
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<http://www.habeco.com.vn/>
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August, viewed 17March 2013, <http://laodong.com.vn/Kinh-doanh/HABECO-khanh-
thanh-nha-may-bia-lon-nhat-Dong-Nam-A/1685.bld>
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Control, 7th edn, Prentice-Hall, Inc, Englewood Cliffs, New Jersey.
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Community on Purchase Intention’, Journal of International Management Studies, vol. 6,
no. 1, pp. 1-8.

Page 24 of 46
27.Lowengart, O & Mizrahi, S 2000, ‘Applying international reference price: market
structure, information seeking and consumer welfare’, International Marketing Review,
vol. 17, no. 6, pp. 525 - 538.
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viewed 16 March 2013, Initial Public Offering.
29.Food and Beverage in Vietnam 2011, New Zealand Trade and Enterprise, viewed 26
April 2013.
30.OTC 2011, ‘10 loại bia được tiêu thụ nhiều nhất tại Việt Nam’, cafef, 3 July, viewed 11
March 2013, <http://www.vinacorp.vn/news/10-loai-bia-duoc-tieu-thu-nhieu-nhat-tai-viet-
nam/ct-463959>
31.From Beijing to Pudapest – Winning Brands, Winning Formats 2005/2006,
PriceWaterHouseCoopers, viewed 26 April 2013.
32.Quoc Hoc 2009, ‘Nghệ thuật bài trí ở siêu thị’, Dantri, 16 February, viewed 10 March
2013, <http://dantri.com.vn/kinh-doanh/nghe-thuat-bai-tri-o-sieu-thi-308599.htm>
33.Quynh Anh 2013, “Sắp khai mạc giải bóng đá du học sinh Việt Nam tại Anh”, VTC Thể
Thao, 26 March, viewed 25 April 2013, <http://thethao.vtc.vn/200-371651/the-thao/sap-
khai-mac-giai-bong-da-du-hoc-sinh-viet-nam-tai-anh.htm>
34.Solcansky, M & Simberova, I 2010, ‘Measurement of marketing effectiveness’,
Economics and Management, viewed 26 April 2013.
35.SSI 2012, Company Report – Sabeco & Habeco, 29 June, viewed 16 March 2013.
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Journal of Product and Brand Management, vol. 15, no. 1, pp. 62-72.
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53.
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2013, <http://vnexpress.net/gl/kinh-doanh/2013/02/loan-gia-bia-trong-sieu-thi/>

Page 25 of 46
42.Thanh Nien News 2011, ‘Inflation makes Vietnamese consumer more price sensitive:
Nielsen’, ThanhNienNews, 5 July, viewed 18 April 2013,
<http://www.thanhniennews.com/2010/pages/20110705190148.aspx>
43.Thanh Nien News 2012, ‘High-profile K-pop stars warm up Vietnam’s capital on
November night’, ThanhNienNews, 30 November, viewed 20 April 2013,
<http://www.thanhniennews.com/index/pages/20121130-high-profile-k-pop-music-
festival-topples-hanoians-november-night.aspx>
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viewed 16 March, <https://www.cia.gov/library/publications/the-world-
factbook/population/populationtemplate_VM.html>
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DoanhNhanSaigonOnline, 19 September, viewed 22 April 2013,
<http://doanhnhansaigon.vn/online/kinh-doanh/tu-van-thuong-
mai/2012/09/1067833/truyen-hinh-kenh-ua-thich-nhat/>.
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November 2013, <http://www.tradingeconomics.com/vietnam/inflation-cpi >
47.Tuoi Tre 2012, ‘Vietnam is top beer-drinking nation in ASEAN’, Tuoitre, 2 October,
viewed 10 March 2013, <http://tuoitrenews.vn/cmlink/tuoitrenews/society/vietnam-is-top-
beer-drinking-nation-in-asean-1.87672>
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products’, Journal of Product Innovation Management, vol. 15, no.2, pp.136-150.
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benh-gut-vien-gut-349.html#.ULXOq5KjNvw>
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reenter-the-market/1148.002003.html>.

Page 26 of 46
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<http://vietnamwebsite.com/google/index.htm>
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55.Yeoman, I and McMahon-Beattie, U 2004, ‘Revenue Management and Pricing: Case
Studies and Applications’, Thompson Learning, London.

Page 27 of 46
VII.Appendix:
1. PESTLE Analysis
 Political
When becoming a member of World Trade Organization (WTO) in 2007, there is an
open entrance in the Vietnamese policies of tariffs, quotas and other trade barriers (Euro
Monitor 2012). For example, according to FPT Securities 2008, import tax rate on beer was
65% but after joining WTO, it decreased to 35%. This is considered to be a good condition
when importing beer at a lower tax rate than before. However, it can create a race in
penetrating the market with local beer products if foreign beer brands appear widely. Besides
that, because increasing living standards of Vietnamese people, recently, the consumers tends
to focus on healthy products. Consequently, this probably creates threats to beer industry and
the decline in the sales volume of beer products.
 Economic
Beer in Vietnam 2012 provided that the beer volume Vietnamese drinkers consumed in
2011 rose by about 13% to reach 2.6 billion liters and ranked first in Southeast Asian region
(tuoitrenews 2012). Although the rise of inflation rate probably threatens the macro
environment and impacts significantly on the business, it seems not to affect the spending
habit to beer. For example, sales revenue of beer industry has grown at 15% (Vnexpress
2012). However, with the continuous rise of inflation, beer manufacturers have faced the
increase in input price such as malt, hops or yeast (Beer in Vietnam 2012).

Page 28 of 46
 Social
Population size is the fundamental and important factor in beer industry because it
impacts highly on the beer consumption. According to The CIA Fact Book 2012, the number of
people from 25-64 years old occupied more than 65%, which is a favorable environment for
beer industry. Furthermore, General Statistics Office 2012 provides that in the North, the
amount of young people which is in labor force is about 11,536,400 and expected to increase
till 2015. Moreover, according to Vietnamese Gout organization, 75% of drunk have high risks
of gout symptom in the age range of 40 – 60 (benhgout 2012) so the Vietnamese
consciousness about health is rising in current years. As a result, their tendency is shifting to
wine or spirits which is trusted to be healthier (Beer in Vietnam 2012).

Page 29 of 46
Population pyramid
 Technology
According to Vnexpress 2011, SICPATRACE system is launched to support the
government in reducing the fake or illegal imported beers. As a result, it possibly reduces low
quality beer products and beer manufacturers have a business environment safer. Besides
that, technology is an important part for the success of beer manufacturers. Thus some
brewery companies like Sabeco, VBL (Vietnam Brewery Limited) or Habeco have emphasized
on improving technologies especially production facilities resulting in the rise of production
more than 20% each year (Tuoitre 2011). For example, Investment and Development fund for
Habeco factories was VND 509,025,244,853 in 2011. Moreover, its factory also is the most
modern in Me Linh province with the annual capacity of up to 200 million liters of beer
(Laodong 2012).
 Legal
Anninhthudo 2012 stated that a car-controller which has alcohol concentration in blood
(80 milligram/ 100 milligram) or breathe (0.4 milligram/ 1litre) will be fined from 10 million to 15
million and with a motor driver; the fine range is from 2 million to 3 million following Decree
number 34/2012/ND-CP. Besides that, when joining WTO, the import tax rate decreased from
65% to 35% over 5 years, which can lead to the flow of foreign beer brands into Vietnam
easily.

Page 30 of 46
 Environment
Anninhthudo 2012 and Journal of Vietnamese Environment also provided that the global
warming, the change of weather and sea level rise will impact Vietnam severely. Moreover, the
water sources are precious with a vast amount of reserves and high quality in Hanoi
(Vietnamnet, 2012). That water will bring the benefit to Habeco brewery. However, in Some
Environmental Problems in Vietnam today, the underground water in Hanoi is polluted, which
can affect the quality of produced beer. From that, the government established some policies
to bring a friendly environment. For example, Hoang Tung 2012 cited that the ministry of
industry and trade has an incentive for business to use clean technology. Therefore, Hanoi
beer needs to concern about the environmental protection in manufacturing process.

Page 31 of 46
2. SWOT
Strengths Weaknesses
 The largest manufacturer in the North area (Euromonitor
international 2012)
 Long history of development (Habeco 2012)
 Occupied 17.3% share of sales volume (Sabeco &
Habeco 2012)
 Strong alliance with foreign beer brand like Carlsberg
 Contamination of underground water in Hanoi
(Groundwater pollution in the Hanoi area, vietnam).
 Market share is low in Southern region (FPTS, 2008)
 Lack of price control (FPTS, 2008)
Opportunities Threats
 Growing inputs like malt in Highland areas
 Consumers’ concentration for premium and non/low
alcoholic product (Euromonitor International 2012)
 The installation of SICPATRACE system to control
illeagal beer (PESTLE).
 The population in the age range of key customers
accounts for more than 65%.
 An decline in tax rate of imported products
 Joining WTO brings to open entrance for foreign brands
with the reduction in the tariffs and barriers
 Rise customer awareness about health from the threat of
alcoholic drink (Consumer Health in Vietnam 2012)
 Inflation leads to increase in inputs prices and raise beer
prices
 Threat from substitution of spirits or wine because of
health awareness.

Page 32 of 46
We need to know
the problem
occurring
Suppliers
R&D
Shareholders
Production
Logistics
Marketing
Retailer
s
Competitors
Customers
Finance
Executive Board
Budget is not
enough to do the
research on the
Southern market
Reasons
for the
decrease in
profit
Quality is not stable
among manufacture
factories
No price policy
leads to hard to
control price
Rely on
foreign
suppliers
Customers are
price sensitive
Low budget
Expand marketing
activities to
increase sales
We have power
in supplying raw
materials
All other
brands face the
same problem
in price
Target to
expand to
the Southern
market
Only floor
price, no ceiling
price so we can
set price freely
Are Habeco’s
products more
profitable than
others?
Do the Habeco
provide competitive
commission
compared to others?
Cheaper
means lower
quality
Traditional
brand
Quality is
not stable
Familiar with
Saigon beer
Antique
brand
Variation
of price
Unattractive
packaging
The North
The South
Hanoi Beer Alcohol and
Beverage JointStock Corp.
Lack of
high
education
employees
Payment of
salary is
not
attractive
Employees
need more
training
program
HR
How do we to
strengthen the
position?
Push up advertising
activities for
competition
3. Rich picture

Page 33 of 46
4. Ishikawa diagram
Lack of advertising
(Euromonitor 2012)
Ineffective marketing
campaign (FPTS 2008)
Familiarto
Southern
Brands
Taste difference (Dr.
Truong Quang &
Huyen 1999)
Brand image
(Dantri 2011)
Low recognition in the
South market
Customer behavior
Brand awareness
Failure in
increase of
market share.
Price
dependent
Low loyalty
No ceiling price
(FPTS 2008) Seasonal price
(VnExpress 2011)
Fluctuation price
Inefficient
budget
allocation
High number of school
graduated and college
.degree
Lack of bachelor
degree employees
Unproductive
labor forces
Ineffective
training
program
Unsuccessful
recruitment
Economy segment (SSI
2012)
Pricing problem
Price
sensitive
customer

Page 34 of 46
5. 5 WHYS
Problem Failure in increaseof marketshare
Indicator Habeco’s market share has increased about 1% each year (2009:15.3% – 2012:17.3%).
Why Unreasonable price inretailer outlets
Why They are in economy segment. Prices are fluctuated.
Why Customers are price sensitive. Prices are affected by seasons.
Why Customers are low loyal. Distribution channel automatically set the price.
Why They have high reliance on price. No price ceiling is set.
Problem Failure in increaseof marketshare
Indicator Habeco’s market share has increased about 1% each year (2009:15.3% – 2012:17.3%).
Why Low brand recognitionin the South market
Why There is a failure in gaining brand awareness. It finds difficult to compete with current brands in the South.
Why Habeco cannot build brand image. There are some problems with customers’ behaviors.
Why Marketing campaign is ineffective. Customers are familiar to Southern brands
Why The company lacks public advertising. There is taste differentiation between the North and the South.

Page 35 of 46
6. Gap analysis
Current situation Ideal situation GAP Solutions
Pricing problem
 Retailers automatically
set the price.
 Price is fluctuated in
seasons.
 Price is controlled by
Habeco and is consistent
throughout the countries.
 There is no price policy set
by the company.
 The retailers take their own
advantage.
 The customers are price
sensitive.
 Launching the main chain
of stores
Low brand recognition in the South
 Habeco fails to gain
brand awareness.
 The customers are
familiar with Southern
brands.
 Building strong position in
the South
 Increasing a large number
of customers from the
Southern market.
 Habeco lacks public
marketing activities.
 There are some
differentiation in customers’
tastes between the North
and the South.
 The Southern market has
many strong competitors.
 Research from customers
 Advertise via social media
such as television or
internet
 Sponsor game shows or
events like musical
concert or national bike
racing contest

Page 36 of 46
7. Concept Fan Framework
Upgrade about
the package or
quality of
existing
products
Increase
market share
in the South
Increase
coverage
southern
market
Brand
development
Alliance
Improve
distribution
channel
Launching new
products
Increase
marketing
campaigns
Sponsorship
Launchingthe mainchain of stores
Improve the supplychainmanagement
Advertise viasocial media
Salespromotion
For National bike racingcontest
For musical concert
Withforeignbeerbrands
Withlocal beerbrands

Page 37 of 46
8. Force Field analysis:
4
4
3
FORCES FOR CHANGE
Pushing up
marketing
advertisement
for brand
development
in the
Southern
market
Significant investment on
Research and Development
department is required
FORCES AGAINST CHANGE
Total: 11
3
5
3
4
Total: 15
Increase direct communication
between Habeco and the
customers
Increase Habeco position in
Vietnam beer market
Increase the market share in
South market
Increasing customer’s awareness
to Habeco brand
The reaction from competitors
Heavy cost on marketing
activities and sponsorships

Page 38 of 46
Total: 13
Launching
the main
chain of
stores
supports
the control
of stable
price
FORCES FOR CHANGE
Each retail store will be
served as an exhibition area
to display and promote
products of Habeco
3
3
Reduce the commission
payment for middle man
5
Increase Habeco’s distribution
channel and brand image
5
Manage prices more effectively
4
High overhead in cost
structure
2
High number of employee is
required when open new
stores
5
Require significant high
budget for establishing new
stores
FORCES AGAINST CHANGE
Total: 11

Page 39 of 46
9. Evaluation checklist:
Sources list:
1. CAP 2012, ‘Uống rượu rồi lái xe có thể bị phạt tới 15 triệu đồng’, Anninhthudo, 21
September, viewed 11 March 2013, <http://www.anninhthudo.vn/An-toan-giao-
thong/Uong-ruou-roi-lai-xe-co-the-bi-phat-toi-15-trieu-dong/466119.antd>
2. Glory 2010, ‘Imported beer wave worries brewers’, 21 September, viewed 17 March
2013, <http://www.glory.com.vn/view-content/2664.Imported-Beer-Wave-Worries-
Brewers.html?lang=enl>
3. Ha Chu, ‘Mitigation of climate change: which technologies for Vietnam?’, Journal of
Vietnamese Environment, viewed 16 March 2013, <http://openaccess.tu-
dresden.de/ojs/index.php/jve/article/view/33>
4. Habeco 2013, homepage, Habeco, viewed 9 March 2013,
<http://www.habeco.com.vn/>
5. Kim Chi 2010, ‘Habeco khánh thành nhà máy bia lớn nhất Đông Nam Á’, Laodong,
15 August, viewed 17March 2013, <http://laodong.com.vn/Kinh-doanh/HABECO-
khanh-thanh-nha-may-bia-lon-nhat-Dong-Nam-A/1685.bld>
6. OTC 2011, ‘10 loại bia được tiêu thụ nhiều nhất tại Việt Nam’, cafef, 3 July, viewed
11 March 2013, <http://www.vinacorp.vn/news/10-loai-bia-duoc-tieu-thu-nhieu-nhat-
tai-viet-nam/ct-463959>
7. Quoc Hoc 2009, ‘Nghệ thuật bài trí ở siêu thị’, Dantri, 16 February, viewed 10 March
2013, <http://dantri.com.vn/kinh-doanh/nghe-thuat-bai-tri-o-sieu-thi-308599.htm>
8. Quynh Anh 2013, “Sắp khai mạc giải bóng đá du học sinh Việt Nam tại Anh”, VTC
Thể Thao, 26 March, viewed 25 April 2013, <http://thethao.vtc.vn/200-371651/the-
thao/sap-khai-mac-giai-bong-da-du-hoc-sinh-viet-nam-tai-anh.htm>
9. Thanh Binh 2013, ‘Loạn giá bia trong siêu thị’, Vnexpress, 2 February, viewed 10
March 2013, <http://vnexpress.net/gl/kinh-doanh/2013/02/loan-gia-bia-trong-sieu-
thi/>

Page 40 of 46
10.Thanh Nien News 2011, ‘Inflation makes Vietnamese consumer more price
sensitive: Nielsen’, ThanhNienNews, 5 July, viewed 18 April 2013,
<http://www.thanhniennews.com/2010/pages/20110705190148.aspx>
11.Thanh Nien News 2012, ‘High-profile K-pop stars warm up Vietnam’s capital on
November night’, ThanhNienNews, 30 November, viewed 20 April 2013,
<http://www.thanhniennews.com/index/pages/20121130-high-profile-k-pop-music-
festival-topples-hanoians-november-night.aspx>
12.The World Factbook 2013, ‘Population Pyramid’, Central Intelligence Agency, 15
March, viewed 16 March, <https://www.cia.gov/library/publications/the-world-
factbook/population/populationtemplate_VM.html>
13.TNS Vietnam Company 2012, ‘Truyền hình – kênh ưu thích nhất,
DoanhNhanSaigonOnline, 19 September, viewed 22 April 2013,
<http://doanhnhansaigon.vn/online/kinh-doanh/tu-van-thuong-
mai/2012/09/1067833/truyen-hinh-kenh-ua-thich-nhat/>.
14.Trading Economics 2013, Vietnam Inflation Rate, Trading Economics, viewed 17
November 2013, <http://www.tradingeconomics.com/vietnam/inflation-cpi >
15.Tuoi Tre 2012, ‘Vietnam is top beer-drinking nation in ASEAN’, Tuoitre, 2 October,
viewed 10 March 2013, <http://tuoitrenews.vn/cmlink/tuoitrenews/society/vietnam-is-
top-beer-drinking-nation-in-asean-1>
16.Vien Gut 2012, ‘75% Số người hay uống bia mắc bệnh gút’, benhgout, 3 December,
viewed 16 March 2013, <http://benhgout.org/news-75-so-nguoi-hay-uong-bia-mac-
benh-gut-vien-gut-349.html#.ULXOq5KjNvw>
17.Vietfilm 2009, ‘Kênh truyền thông nào được ưa chuộng nhất’, Vietfilm, viewed 20
April 2013, <http://vietfilm.com.vn/tin-t%E1%BB%A9c/tintucdichvu/k%C3%AAnh-
truy%E1%BB%81n-th%C3%B4ng-n%C3%A0o-%C4%91%C6%B0%E1%BB%A3c-
%C6%B0-chu%E1%BB%99ng-nh%E1%BA%A5t>
18.VietNamBusiness 2013, ‘Habeco’s thirst to re-enter the market’,
VietnamNewsTodays, 28 April, viewed 28 April 2013, <

Page 41 of 46
http://www.vietnamnewstoday.com/nd5/detail/economy-finance-investment/thirst-to-
reenter-the-market/1148.002003.html>.
19.Vinalink 2000-2005, ‘Top 1000 websites’, Vietnamwebsite, viewed 20 April 2013,
<http://vietnamwebsite.com/google/index.htm>
20.Vu Nghi & Bach Hoan 2011, ‘Tràn lan bia ngoại’, TuoiTreOnline, 24 December,
viewed 18 April, <http://tuoitre.vn/Kinh-te/Nhip-cau-tieu-dung/470738/tran-lan-bia-
ngoai.html>
Sources
1 2 3 4 5 6 7 8 9 10
Check for Accuracy & Reliability Because…
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 Unlike print sources, web resources rarely have editors or fact-checkers.
 There are no web standards to ensure accuracy.
X X X X X X X X X X The page does not include false information
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(language and grammar errors and poor or
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Page 42 of 46
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 Organizations may present information for their own economic or commercial gain.
X X X X X X X X X The information is not biased*.
X X X X X X X X X The page does not try to influence the reader to
agree with one specific opinion.
X X X X X X X X X The page is not selling or advertising something.
X X X X X X X X X X 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.
X X X X X X X X The page is dated.
X X X X X X X The date is recent.
Sources
11 12 13 14 15 16 17 18 19 20
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.
X X X X X X X X X X The page does not include false
information about the topic.
X X X X X X X X X The text is error-free and clearly
formatted (language and grammar
errors and poor or unclear formatting

Page 43 of 46
are clear signs of unreliability).
X X X X X X X X The page includes citations and/or
references.
X X X X X X X X X X The page is not a Wiki, a blog or any
other type of site that allows anyone to
become the author.
Check Authority Because…
 It’s often difficult to determine a web page’s authorship.
 Personal Pages are not reliable.
 Even if a page has an author, that author’s qualifications aren’t usually given.
 Many untrustworthy organizations post information online.
X X X There is a clear author.
X X The author is reputable* (google the
author’s name to find out).
X X X X X X X X X The site is not someone’s personal
page.
X X X X X X X X X The resource was created by a
reputable* organization (google the
organization name to find out)
X X X X X X X 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 fail to provide fair and balanced information.
 Organizations may present information for their own economic or commercial gain.
X X X X X X X X X X The information is not biased*.
X X X X X X X X X X The page does not try to influence the
reader to agree with one specific
opinion.
X X X X X X X X The page is not selling or advertising
something.
X X X X X X X X X The page does not include links to
unrelated or unreliable sites.

Page 44 of 46
Check Currency Because…
 Undated sources are often unreliable.
 Out of date sources may provide out of date information.
X X X X X X The page is dated.
X X X X The date is recent.

Page 45 of 46
10. Gantt Chart
a) GANTT Chart for Building a Chain of Owned Retail Stores:

Page 46 of 46
b) GANTT Chart for Brand Development:
This cycle of procedures is repeated twice a year

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