VIETNAMESE RETAILING

DEVELOPMENT
PROJECT
 Background
 Vietnam is about to finish the WTO accession
negotiation process with commitments to have
the market more open and the taxes reduced.
 Urgent demand for a better quality of service,
which is of not only the manufacturers but also
the distribution companies.
 The orient in transferring economic structure of
Ho Chi Minh City

VIETNAMESE RETAILING DEVELOPMENT PROJECT

VIETNAMESE RETAILING DEVELOPMENT PROJECT
 Targets
 Supporting manufacturers to improve their
distributing competence.
 Supporting distribution and retailing companies
as well as the competition of the market
 Improve human resources in retailing and
distribution industry.
 Matching – Taking advantage of market
opportunities.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Organization
 Offices of Direction:
 Ministry of Trade
 The People’s Committee of HCMC
 Board of Management
 Representatives of Hochiminh City Investment and
Trading Promotion Centre (ITPC)
 Representatives of Saigon Tiep Thi newspaper and
Manufacturers Club of Vietnamese High Quality Products
™.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Project’s programs
 Program 1: Investigation of Vietnamese retailing industry


Program 2: Training – improving quality of labor
 Program 3: Information Support
 Program 4: Business Matching and Business Forum

Program 5: Awards for retailers

Program 6: Supporting and developing Franchising

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 1:
Investigation of Vietnamese retailing industry
 Investigating and doing research to point out the strengths and
weaknesses of Vietnamese current distribution and retailing
system.


Analyzing – giving solutions for a better efficient cooperation
between manufacturers and distribution companies.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 2:
Training – improving quality of labor

Carrying out simultaneously many training courses for various

participants divided into 4 main groups:
1. Skill training courses for shop owners, bazaar owners,
staffs and lowers –middle managers in supermarkets…

2. Management training courses for managers of

supermarkets, commercial centers, distribution
companies through out the country…

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 2:
Training – improving quality of labor

1. Training courses for sales manager in manufacturing

companies to build and to develop company’s
distribution system.
2. Training courses for professional trainers in national
commercial colleges to improve human resources’
quality in distribution and retailing industry.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 2:
Training – improving quality of labor

 Partners in the program:

 International Retailing Association
 International Distribution and Retailing companies
 Vietnamese Experts in training Sales and Marketing
 Credible and well-known universities and colleges in the
region
 Others

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 “Skills of serving customers and visual merchandising
in retail selling” courses

Pictures during classes

Trainees discussing Trainees giving presentation

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 “Skills of serving customers and visual merchandising
in retail selling” courses

Trainees in some activities of the class

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 “Skills of serving customers and visual merchandising
in retail selling” courses

 Number of courses: 20
 Number of trainees: over 1000 people
 Feedback from trainees are always welcome and most of them
are positive: the average point of the courses is 9.2 out of 10
points

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Co-operating with International Retailing Associations
and Organizations

A course of modern supermarket professional skills was co-

organized by VRDP and a foreign retailing association for a group of
the management board and employees of a chain of supermarkets in
Vietnam (15 people).

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Co-operating with International Retailing Associations
and Organizations

 4 focused programs:
 Effective Retail Selling Skills Program

Fundamentals of Successful Visual Merchandising
Program

Retail Marketing Program
 Basic Retail Security and Loss Prevention Program

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 3:
Information Support
 Providing information on retailing industry (both in global and
domestic markets) for companies, organisations in Vietnam.


Providing information of international retailing firms to promote
opportunities of international co-operation and development
amongst companies.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 3:
Information Support
 Providing opportunities to communicate with specialists and to
learn the experience and the failure in operating distributing
and retailing system, this is to support enterprises with
knowledge and skills of effective selling, building and
protecting distribution system.


Providing information to retailers through special pages and
columns in Saigon Tiep Thi newspaper, VTV…

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Specialized pages and columns in Saigon Tiep Thi
newspaper for retailers

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 4:
Business Matching and Business Forum
 Organizing business matching programs to develop business
co-operation between manufacturing enterprises and
distribution firms.


Organizing conferences, meetings among retailers and
distributors to discuss how to modernize and improve the
quality, the competitiveness of Vietnamese retailing and
distributing system.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 4:
Business Matching and Business Forum
 Building a policy forum for retailers to raise their concerns and
interests to government and policy makers.


Building a bridge for international cooperation with
international retailers, associations, organizations.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Business matching between
Manufacturers – Distributiors
at ASEAN Brand Expo (ABE)
 Time: September 2006

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Business matching between
Vietnamese Manufacturers – Int. Distributors
at 3rd Global Entrepolis @ Singapore

Time: November 2006
 Place: Suntec Singapore International Convention &
Exhibition Centre, Singapore

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Business matching between
Vietnamese Manufacturers – Int. Distributors
at 3rd Global Entrepolis @ Singapore

Activities:
 Exhibition of Vietnamese Strong Brands
 Seminar of Vietnamese IT Outsourcing
 Seminar of Vietnamese Manufacturers and
International Distributors
 Seminar of exchanging experience in Brand building
and Franchise management
 Training courses of Franchise (in co-operation with FLA
– Franchising and Licensing Association)

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Business matching between
Vietnamese Manufacturers – Int. Distributors
at 3rd Global Entrepolis @ Singapore

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 5:
Awards for retailers
 Giving awards to recognise the progress of retailers


Setting industry standards and rising up these standards

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 6:
Supporting and developing Franchising
 Introducing and developing franchising in the community of
Vietnamese investors and enterprises.


Consulting, training and providing information for those who
wants to be franchisees, franchisors.

 Promoting opportunities for selling and developing franchise to

foreign countries as well as buying franchise from international
franchisors.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Franchising in Viet Nam

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Some stories in franchising

 Pho 24
 Trung Nguyen Coffee shop
 VATC (Vietnamese American Training College )

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Potentials and Opportunities
 Strong interests about franchise
 Matching with Vietnamese situation
− Small capital accumulation
− Limited business experience
− Prefer to be a small boss than to be a professional
employee
− Scattering inhabitants
 A fresh market with huge room for growth
 Government is paying more attention

Investment is injecting from many sources

International cooperation program is starting.
VIETNAMESE RETAILING DEVELOPMENT PROJECT
 What is Vietnamese looking for?
 Expertise and know-how in franchising management.
 Consultants in policy making for franchising industry

Foreign franchisors are welcome
 Consultants to help Vietnamese franchising system to go
international.

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Which industry is good for franchising?

 F&B
 High- end fashion and luxury goods
 Beauty care services
 Education and training
 Consulting and Auditing

Hospitals and medical care

…

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Program 6:
Supporting and developing Franchising
 Many seminars, workshops and training courses
were organized to support and develop
Franchise in Vietnam

VIETNAMESE RETAILING DEVELOPMENT PROJECT

Co-operating with FLA to organize a course of Franchise
management for Vietnamese delegation during Global
Entrepolis @ Singapore (Nov 2006)

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Seminar
FRANCHISE VIETNAM 2007
KNOWLEDGE AND EXPERIENCE IN FRANCHISE MANAGEMENT

 Time: April 2007

 Place: Sofitel Hotel
 Organizers: Hochiminh City Investment and Trading Promotion Centre
(ITPC)
FLA Singapore (Franchising and Licensing Association)
Vietnamese Retailing Development Project
 Participants:
 Franchisors from Singapore
 Vietnamese entrepreneurs those are doing business or having great
interest in Franchise

VIETNAMESE RETAILING DEVELOPMENT PROJECT

 Seminar
FRANCHISE VIETNAM 2007
KNOWLEDGE AND EXPERIENCE IN FRANCHISE MANAGEMENT

VIETNAMESE RETAILING DEVELOPMENT PROJECT

VIETNAMESE RETAILING DEVELOPMENT PROJECT