COURSE INTERNATIONAL BUSINESS (INE 2028 e) FINAL ASSIGNMENT

COURSE:
INTERNATIONAL BUSINESS
(INE 2028 E*)

FINAL ASSIGNMENT

Instructor: Nguyen Thi Thanh Mai
Name of student: Nguyen Thuy Hang
Date of birth: 17/12/2001
Student ID: 19051459

Hanoi, 2021


CONTENT
PART 1. ESSAY 1
PART 2. CASE STUDY ANALYSIS 2
1.

Introduction of Coca- Cola 2
1.1.

A brief introduction of Coca Cola’s history 2

1.2 Products and services portfolio 3
1.3.

Markets 3

2. International Business Strategy 4
2.1. Entry market strategy in Viet Nam 4

2.1.1. Features of the Vietnamese market 4
2.1.2. Consumption trends of Vietnamese people 4
2.1.3. Coca-Cola's method of entering the Vietnamese market 4
2.2. Global marketing strategy 6
2.2.1. Appropriate product strategy 6
2.2.1.1. Consistent product quality assurance across all countries 6
2.2.1.2. Adjust products to suit the market and consumer tastes 6
2.2.1.3. Product design 7
2.2.2. Price strategy 7
2.2.3. Extensive product distribution system 7
2.2.4. Promotion strategy 8
3. Influence of Covid-19 Pandemic and digital transformation tendency on the company’s
international business strategy 9
4. Conclusion 9
PART 3. COURSE REFLECTION 10


PART 1. ESSAY
As our world has become more globalized and digitalized, will national differences
decline as the roadblock to international business management, or will they continue to
be major barriers? Defense your answer and provide some examples of multinational
companies management practice
Answer:
We have been moving away from a world in which national economies were relatively
self-contained entities, isolated from each other by barriers to cross-border trade and
investment; by distance, time zones, and language; and by national differences in
government regulation, culture, and business systems. And we are moving toward a world
in which barriers to cross-border trade and investment are declining; perceived distance is
shrinking due to advances in transportation and telecommunications technology; material
culture is starting to look similar the world over; and national economies are merging into

an interdependent, integrated global economic system. However, I believe that national
differences is still major barriers that multinational companies need to face.
The argument I mention is “Culture is a major roadblock to international business
management which development of technology can not interfere”.
According to Hofstede and Namenwirth and Weber, culture as a system of values and
norms that are shared among a group of people and that when taken of together constitute
a design for living. By values we mean abstract ideas about what a group believes to be
good, right, and desirable such as individual freedom, democracy, truth, justice, honesty,
loyalty, social obligations, collective responsibility, the role of women, love, sex, marriage,
... Put differently values are shared assumptions about how things ought to be (Mead,
1994). By norms, we mean the social rules and guidelines that prescribe appropriate
behavior in particular situations that is included folkways and mores. The French nation
can be thought of as the political embodiment of French culture, the nation of Canada has
at least three cultures—an Anglo culture, a French-speaking “Quebecois” culture, and a
Native American culture. Similarly, many African nations have important cultural
differences between tribal groups, as exhibited in the early 1990s when Rwanda dissolved
into a bloody civil war between two tribes, the Tutsis and Hutus. Africa is not alone in this
regard. India is composed of many distinct cultural groups. Culture includes of religion,
political philosophy, social structure, language, education and economic philosophy.
Thus, the customs and culture of a country have been deeply ingrained in the mind
and formed tens of thousands of years ago. Each country has its own cultural identity,
which becomes their reason for living. Therefore, no matter how much technology
develops, these lifestyles and cultures cannot be changed. This will always be the problem
that multinational companies, when wanting to penetrate the market of a certain country,
need to truly understand the culture and identity of that nation to be successful.
For example:
- Gerber is a baby food owned by Nestle, they are the pioneers to enter the African
market, this brand uses the same packaging as in the US (picture of a cute baby above).
label). After a period of not selling the product, they discovered that companies in
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Africa frequently use the image of the label as what is in the packaging for a reason
that most Africans cannot read
- Parket Pen in Mexico. When Parker entered the market for ballpoint pens in Mexico,
their advertisement read "It won't leak in your pocket and embarrass you". tangled).
However, Mexicans think that "embarrass" (trouble) means (embarazar), so the ad is
understood as "It won't leak in your pocket and make you pregnant". your pocket, but
it also makes you pregnant.” These are prime examples of companies not taking their
language learning seriously in the markets they want to expand into. It only takes a few
minutes for translation experts to spot these blunders. But wait, Parker still didn't realize
his mistake. Continuing in the South American market, they released a pen called "The
Jotter" and here people pronounce the word "jockstrap" (a kind of supportive
underwear for boys). (advertisingvietnam, 2019)
Many multinational companies have had problems expanding their brands in the world
because they have not focused on research to understand the culture of the new market.
This has caused some brands to fail, lose millions of dollars, and with it, start over from
zero. But most of all, those blunders are insulting to consumers.
PART 2. CASE STUDY ANALYSIS
1. Introduction of Coca- Cola
1.1.
A brief introduction of Coca Cola’s history
The name Coca-Cola beverage is almost considered a symbol of the United States,
not only in the US but almost in 200 countries around the world.
The product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the
syrup for Coca-Cola, and carried a jug of the new product down the street to Jacobs'
Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five
cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup
to produce a drink that was at once "Delicious and Refreshing," a theme that continues

to echo today wherever Coca-Cola is enjoyed. (CocaCola, n.d.)
1891: Realizing the great potential of Coca-Cola, Asa G.Candler decided to buy
back the formula as well as the entire ownership of Coca-Cola for $ 2,300.
1892: Candler and other collaborators established a joint stock company to produce
syrups in Georgia and named it "The Coca-Cola Company". Since then, the Coca-Cola
logo has appeared all over the United States with a massive advertising campaign
1893: The Coca-Cola brand was first registered for industrial property rights at the
US. Palant office.
1897: Coca-Cola begins to be introduced to several cities in Canada and Honolulu.
Candler signed the contract with investors, he turned Coca-Cola from nothing to become
the "national soul, national drug" beverage of the United States.

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1906: Coca-Cola expands into foreign markets by building its first overseas bottling
plant in Havana, Cuba.
1915: A special and unique outstanding Coca-Cola bottle was born by the design of
the Root cup company. This type of bottle is designed based on the curve of a Coke
bean.
1916: to avoid counterfeiting of this water, Candler patented this particular bottle
and is used to this day.
1919: Candler's heirs sell the Coca-Cola company to Ernest Woodruff, an Atlanta
banker, for $25 million. Four years later, Ernest Woodfuff's son, Robert Woodruff, was
elected executive chairman of the company, beginning six decades of leadership and
taking the Coca-Cola company to new heights that no other person could have dreamed
of. (CocaCola, n.d.)
After witnessing the changes and success of this famous beverage, in 1955, Robert
Woodruff retired. Both Candler and Woodruff are remembered as key witnesses in the
early adulthood of the Coca-Cola company. After Woodruff's departure, Coca-Cola

began another phase of investing in manufacturing new products, new businesses and
entry into new markets, different needs in different markets and cultures.
1.2 Products and services portfolio
Coca-Cola owns and market numerous valuable nonalcoholic beverage brands,
including the following:
•
•
•
•

Sparkling soft drinks: Coca-Cola, Diet Coke/Coca-Cola Light, Coca-Cola Zero
Sugar, Fanta, Fresca, Schweppes, Sprite, Thums Up
Water, enhanced water and sports drinks: Aquarius, Ciel, Dasani, glacéau smart
water, glacéau vitamin water, Ice Dew, I LOHAS, Powerade, Topo Chico
Juice, dairy and plant-based beverages: AdeS, Del Valle, fairlife, innocent, Minute
Maid, Minute Maid Pulpy, Simply, ZICO
Tea and coffee: Ayataka, Costa, doğadan, FUZE TEA, Georgia, Gold Peak,
HONEST TEA, Kochakaden (CocaCola, 2020)

1.3.

Markets
After more than 100 years of establishment and development, Coca-Cola has been
present in more than 200 countries worldwide. Coca-Cola operates in 6 regions: North
America; Latin America; Europe; Eurasia; Asia Pacific; Africa. In Asia, Coca-Cola
operates in 6 regions: China; India; Japan; Philippines; South Pacific and Korea; West
and South East Asia

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2. International Business Strategy
2.1. Entry market strategy in Viet Nam
2.1.1. Features of the Vietnamese market
After more than 20 years of building an open economy, Vietnam has become a
potential market for foreign investors. The strength of the Vietnamese market is: a large
population, the proportion of the population under the age of 30 accounts for 65%, in
addition, Vietnam is also recognized by the world as a market with high safety, high growth
rate. economic growth for many years at a high level in the region. Moreover, Vietnam is a
peaceful, politically stable country with one of the lowest labor costs in the world. All of
the above factors are favorable for Vietnam in attracting foreign investment.
2.1.2. Consumption trends of Vietnamese people
Vietnamese consumers are realizing that health is an essential part of their lives and a
top priority for their product choices. If in the past, the needs of Vietnamese consumers
only stopped at enough food and clothing, now what they care about is the food and drink
they buy that have enough nutritional ingredients, guaranteed to be safe, quality or not.
Today's consumers have more and more choices, food safety becomes a consideration in
purchasing decisions, especially food and beverages.
With high quality products confirmed by world consumers like Coca-Cola,
penetrating the Vietnamese market is not too difficult. Moreover, the outstanding advantage
of Vietnam is that it is a densely populated country with a high proportion of young
population, and these are the best customers, most suitable for traditional Coca-Cola
products. Vietnamese people often have the habit of buying drinks at the market shops,
small stalls near home or on the road, so Coca-Cola has built a nationwide distribution
system to bring products to consumers.
2.1.3. Coca-Cola's method of entering the Vietnamese market
The Coca-Cola brand represents the most successful beverage product in American
history. Famous for its symbol of trust, originality and inherent refreshment, when entering
the Vietnamese market, Coca-Cola still knows how to adapt harmoniously with local
consumers through respecting the traditional cultural values of the Vietnamese people.

Year

Method of entering Vietnamese market

1994

Exporting

8/1995

Joint venture between Coca-Cola
Indochina and Vinafimex

9/1995

Joint venture between Coca-Cola
Indochina and Chuong Duong Beverage
Company

1/1998

Joint venture between Coca-Cola
Indochina and
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Da Nang Beverage Company
10/1998

Companies with 100% foreign capital

Sources: vnexpress.com; cocacolavietnam.com
In the Vietnamese market, Coca-Cola has been present in the South since the 1960s
and the products consumed in the market are all imported products. By 1975, after the
Vietnam War, the company ceased operations. When the US government lifted the
embargo against Vietnam, with Vietnam's open door policy and the company's market
analysis, Coca-Cola decided to re-enter Vietnam. With a large population of which 65%
are under the age of 30, Vietnam is an attractive market for the Coca-Cola company.
Coca-Cola came back in February 1994. At this time, Vietnam does not allow the
establishment of a 100% foreign owned enterprise, so the only way to be able to operate in
the Vietnamese market is to associate do business with a company. Moreover, after a long
time coming back to the market in Vietnam, in order to avoid risks and take advantage of
the strengths of domestic partners, the choice of operation in the form of a joint venture of
Coca-Cola is completely reasonable.
For the Vietnamese market, although investing in the form of a joint venture, with the
motto that they do not want to be shared power in management as well as decision power
in the implementation of the strategy, so from the very beginning, Coca -cola had intended
to establish a 100% foreign owned enterprise. In the first time, although the business was
not profitable, Coca-Cola Vietnam still actively sponsored Vietnamese sports activities
with billions VND, despite fierce opposition from Vietnamese partners. In addition, CocaCola is also down the selling price of the product is more than 20%, a can of Coca-Cola in
the US is about 10,500 VND, while in Vietnam it is only about 5,000 - 6,000 VND. As a
result, the Vietnamese partners could not cover the losses and were forced to sell all of
their capital to Coca-Cola. Thus, Coca-Cola has completed the transformation become a
company with 100% foreign capital.
When Coca-Cola entered Vietnam, Coca-Cola's rival Pepsi was present in the
Vietnamese market a few years ago and has built a strong position for itself. Therefore, just
entering the Vietnamese market, Coca-Cola has opened a series of promotions with
discounts, free trials... This strategy has two effects:
Firstly, creating a buzz for the company, marking the company's presence in the
market, attracting the attention of consumers. Second, to eliminate weak competitors, to

make it easier to dominate the market. Domestic beverage companies with a small scale in
the form of a production complex, with a small amount of capital, cannot compete with a
powerful leading corporation in the world with huge financial strength like Coca-Cola.
cola. Soon the
Some competitors in the Vietnamese market had to close down, some changed their
business direction to avoid direct confrontation (such as Tribeco's switch to producing
fruit-based beverages). And in Vietnam, only Coca-Cola and Pepsi remain in the
carbonated beverage market.
Over 15 years of operation in the Vietnamese market, Coca-Cola has made great
contributions to community development and is the leading beverage company in Vietnam.
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The presence of the company is increasingly confirmed through advertising and
communication activities along with the development of community relations through
sponsorship activities for educational programs, improving people's lives. people such as
disaster relief, job support for women, …
Thus, it can be seen that factors such as politics and law greatly affect the choice of
Coca-Cola's method of market penetration. For example, in China, the political and legal
system is strict, so the form of entry is joint ventures with local companies.
2.2. Global marketing strategy
Products of international companies, in order to be accepted, must necessarily adapt to
the diverse cultural environments of countries, especially at the global level. When
penetrating into different markets, the cultural factor is the first factor that businesses need
to pay attention to, because it greatly determines the habits, tastes and behaviors of
consumers. Due to the difference of cultures, businesses must set up an appropriate
marketing strategy, and at the same time must choose a method to penetrate that market
correctly reasonable. Vietnam and China are two countries with many cultural similarities
such as feudal views on respecting men and women, or the tendency to prefer to buy cheap
and good quality products... this is completely opposite of people. Japanese consumers,

they always demand high quality goods even though the price is more expensive. Therefore,
in each Coca-Cola market, there are strategic steps suitable for consumers.
2.2.1. Appropriate product strategy
2.2.1.1. Consistent product quality assurance across all countries
Quality is always stable in each can of Coca-Cola. Wherever it does business, CocaCola not only strictly adheres to strictly adhere to local regulations on food processing and
packaging, but also adheres to its strict standards for product quality. Therefore, whether
produced in Japan, the US or in Vietnam, consumers around the world can enjoy CocaCola cans with completely the same taste. Coca Cola has a large product portfolio with 500
diverse brands. It offers almost 3,900 drink options.
2.2.1.2. Adjust products to suit the market and consumer tastes
Although the company's main products are carbonated soft drinks (branded Coca-Cola
or Coke account for the largest proportion) and these products are almost unchanged when
entering other markets. However, depending on the specific case, the company also has
some product adjustments to suit each market.
In the Japanese market, with an aging population, the number of people under the age
of 30 is decreasing and lower than the number of people over 50 years old, traditional CocaCola products may not be suitable for Japanese consumers. Therefore, one of Coca-Cola's
big challenges is finding new products that are suitable for aging customers. Coca-Cola
made immediate adjustments to be able to grow in this market. The company focuses on
producing products that increase energy or benefit consumers' health. Therefore, the main
product in this market is not Coca-Cola but tea and coffee. In short, although the company's
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products are of globalized standards, there are appropriate adjustments depending on the
conditions in each market.
2.2.1.3. Product design
In terms of product design, Coca-Cola is contained in aluminum cans or in glass bottles,
with a bright red label on the outside with two words Coca-Cola capitalized at a 45-degree
angle. With its bright red color and with its white curves, Coca-Cola has succeeded in
attracting and attracting customers and always diversified products
Coca-Cola products, when entering the Japanese market, must also change the phrase

"Diet Coke" on the package to "Coke light" to emphasize "standard waist", because
Japanese girls have a general mentality that they do not like everyone knows they are on a
diet. Because Japanese women believe that dieting is synonymous with illness, sickness
and thus it will be difficult to get married. Therefore, the phrase "Coke light" is very suitable
for the Japanese people's desire to fight fat, lightness, good looks and "standard waist".
2.2.2. Price strategy
A can of Coca-Cola produced anywhere follows a certain standard and has a very high
degree of uniformity, but the price is not the same everywhere. When penetrating the
Vietnamese and Chinese markets with a very large market size, people's incomes in these
countries are low. For this reason, Coca-Cola has undervalued about 20-25% below its price
in the US market. It can be seen that Coca-Cola has adjusted the price of its product to
match the income of people in that market.
When entering the Japanese market, the price of Coca-Cola is equivalent to the US
market. Another reason is understandable, because in Japan people's income and standard
of living are very high.
It can be concluded that the price of Coca-Cola products adjusts depending on the
market, specifically based on the average income of consumers. All of these adjustments
serve to develop the market and keep Coca-Cola's market share.
2.2.3. Extensive product distribution system
Coca Cola is present in more than 200 countries and territories. With more than 135
years in business, Coca-Cola has a wide distribution network around the world.
Distribution is an extremely important stage in the marketing cycle, it has a decisive
influence on the success or failure of the product. When a company enters a new market,
building a complete distribution channel is probably half of the success. For Coca-Cola,
when entering foreign markets, the company does not build a completely new distribution
system, but uses existing distribution channels and adds its own distributors. Building a
new distribution channel will take a lot of time and cost, while if used good available
channels will be easier to dominate and bring products to consumers.

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In the Japanese market, Coca-Cola has used vending machines and combined with
supermarkets across the country to distribute its products.
In the Vietnamese market, through an extensive distribution system of coffee shops,
mobile beverage carts, and retail and wholesale distribution agents, Coca-Cola brings its
products around the country. The distribution division of Coca-Cola is like a giant root with
countless small, spreading branches. The efficient distribution system created market share
and stimulated demand and created great efficiency for Coca-Cola. The company's products
have been present in supermarkets, agents, grocery stores, small shops... from the city to
the countryside, from the main road to the nooks and crannies.
To ensure the distribution of products, in China the company has established a
distribution network through agents. In order to bring the products to the distributors, in
each city, with an average population of about 1 million people, the company has a sales
center. These sales centers are owned by bottling plants. Distributors of Coca-Cola products
are often business partners in the tobacco and alcohol sectors, some are just privatized stateowned distribution enterprises, and there are also distributors. private distribution.
Five largest independent bottling partners: Coca-Cola FEMSA, S.A.B. de C.V; CocaCola European Partners plc; Coca-Cola HBC AG; Arca Continental, S.A.B. de C.V; Swire
Beverages (Annual Report 2019)
2.2.4. Promotion strategy
Coca-Cola is the gold standard in advertising and branding. Coca Cola's promotion
strategy focuses on active marketing through advertising campaigns using communication
channels such as television, online advertising, print press, sponsorship, etc. Coca-Cola
sponsors important events like American Idol, BET Network, NASCAR, NBA, NCAA,
Olympic Games, FIFA World Cup, …
Coca-Cola also broadcasts television commercials in many national languages around
the world. At the same time, started the “Taste the Feeling” campaign in India in March
2016, with the intention of reminding people of the joy and happiness that Coke brings to
their lives.
Coca-Cola has evolved into a mass-market product that is expected to be available
anytime, anywhere. And Coca Cola pioneered and created advertising campaigns

associated with Vietnamese cultural identity
Advertising campaigns and image building associated with Vietnamese traditions and
customs make Coca-Cola no longer a drink that brings mere refreshment but also a
messenger of cultural values. characteristics of the Vietnamese people. It is no coincidence
that the Coca-Cola brand wants to be associated with Vietnamese consumers when it comes
to the traditional Tet holiday.

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The campaign "Én về- Xuân sang- Niềm vui đến" is one of the typical examples. In
terms of images, Coca-Cola uses the image of a swallow to signal spring associated with
Coca-Cola's Tet products, a symbol of reunion, luck and happiness. This is a familiar
culture of Vietnamese people. Regarding the message to reach customers, Coca-Cola has
hit strongly on the psychology of Vietnamese people: Tet is the season of gratitude, filial
piety and festive fun. Coca-Cola's advertisements evoke feelings of reunion, gratitude and
luck.
Conveying those cultural traits through advertisements and media campaigns, CocaCola wants to make a deeper impression on the subconscious of each Vietnamese
consumer. This company invests heavily in marketing programs to strengthen and enhance
its reputation from this aspect. Marketing becomes Coca-Cola's effective weapon when
penetrating each market and asserting its position there, always being a leading brand in
beverage.
3. Influence of Covid-19 Pandemic and digital transformation tendency on the
company’s international business strategy
- Cutting down on advertising activities because of covid but do not stop investing in
anti-waste. Covid-19 has completely changed the consumption habits of Vietnamese
people in particular and the world in general. When the epidemic broke out, bottled
water and packaged foods became important necessities in these days of social
distancing. However, along with that, the amount of waste, most of which is plastic,
will increase. Besides a clear strategy, the sudden increase in waste volume after the

epidemic is also the reason why Coca-Cola focuses more on the sustainable
development goals that they still pursue. Even if the cost of friendly products is higher
in the difficult business situation due to the epidemic, this goal continues to be
strongly promoted and prioritized by Coca-Cola. (cocacolavietmnam.com)
- Using marketing reach to promote awareness: Coca-Cola locations around the worldfrom Singapore to South Africa, Austria to Australia, and Brazil to Belgium—used
high-profile marketing assets, such as billboards, trucks, packaging and social media
channels, to share messages of solidarity and gratitude to front-line heroes and
promote safety tips on behalf of public health authorities and partner organizations.
(CocaCola, 2020)
4. Conclusion
There are a lot of experience that I’ve leant from this case:
-

Select country to enter: When choosing a country to penetrate, enterprises should pay
attention to the following two characteristics: the general business environment of that
country; market for products and services. Systematic assessment of world market
opportunities and the risks of entering a country is of paramount importance when
making entry decisions.
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-

Select the penetration method suitable to the resources and development orientation of
the enterprise
Choose the right penetration time and speed
Consistent product quality assurance across all countries
Tailor the products and services to foreign markets and consumer tastes
Product localization suitable for each country
Develop a pricing policy suitable for each country

Building a sustainable distribution system
Develop business promotion and support policies to communicate with customers to
provide information, persuasion and reminders about products and business images

PART 3. COURSE REFLECTION
1.
What did you learn from the course? How do you intend to apply this knowledge
in the future?
In this course, I leant very much useful knowledge that related to international business
system.
Firstly, I understood what globalization was, the main drivers of globalization and had
the deep understanding about how the process of globalization was creating opportunities
and challenges for business managers.
Secondly, country differences were a attractive part. In this one, I had a deep insight
about the differences in political economy between nations in the world, in culture and also
ethics. One country has their own culture that was distinct the others, such as in India,
Hinduism considers cows to be gods and worships cows as gods. Therefore, Hinduism
forbids eating beef products or doing acts of abuse and harm to cows.
Thirdly, I identified the policy instruments used by governments to influence
international trade flows, understood the rationale the authorities sometimes intervene in
international trade, and the arguments against strategic trade policy and elaborated the
implication for managers of developments in the world trading system.
Fourthly, understanding about the way to increase profitability and profit growth, such
as add value, lower cost, sell more in existing market and expand internationally. Besides,
it also existed the competitive pressures that has two types: cost reduction and local
responsiveness. Because of these barriers, a firm was supposed to choose a suitable strategy
to entry foreign market that was included of global standardization, transnational,
international and localization strategy. It also had the many entry modes that a firm should
consider to choose properly: exporting, turnkey projects, licensing, franchising, joint
ventures and acquisition, wholly owned subsidiaries. A firm should understand about the

specific country such as culture, political economy, society obviously before entering its
market.
And finally, it’s about global marketing and human resource management. About
marketing, I gained the great knowledge about varying the attributes of a product from
country to country in order to be suitable for that one, distribution strategy, advertising and
promotional strategies, and pricing strategy was different among countries. For example,
Oreo is a brand that specializes in sweet cake and being famous in the world. However,
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when they entered the China market, they had to adjust the features of that cake (decrease
sugar) because Chinese people had not liked sweet taste. About human resource
management, it showed the strategic role of human resource management in international
firms, the advantage and disadvantage of different approaches to staffing policy including
the ethnocentric, polycentric and geocentric approach and the reason mangers fail to thrive
in foreign postings, also know the importance of management development and training
programs can increase the value of human capital in international business firms, the way
and the reason performance appraisal and compensation systems might vary across nations
and also how organized labor can influence strategic choices in international business
firms.
In the future, I hope to run my own business. As a result, understanding international
business is critical if I want to grow my firm. To begin, I need study about which import
sources are good, local or international; if foreign, I should select nations that specialize in
those products, as well as countries that allow for easy movement and trading. profit. On
the other hand, in order to minimize needless risks, it is also vital to understand about the
country's political economic system, tax policy, and culture. It is extremely critical that
after completing the source of goods, my company promotes its image items in order to
reach potential consumers. Identify the demands and consumption habits of the target
consumer group on a small scale (domestic) in order to develop marketing strategies and
change products accordingly. In particularly, developing a human resources staff and

offering suitable training must have
2.
How did your group organize group assignment? How did you divide up tasks?
How did you interact with your group colleagues? Did you work cohesively? How did
you rate your performance, particularly in comparison with your group members? What
would you have done differently?
My group manages schoolwork by assigning duties to team members in a fair manner.
To finish the exercise, each participant will be responsible for completing a portion of the
overall report. If any members are having trouble completing their responsibilities, other
members always encourage one another to guarantee that the assignments are completed
1-2 days before the deadline.
My group (3) includes the following members with our own missions in a right deadline
in topic analysing entry market strategy of Abbott in Vietnam:
- Ha Duy An – completing a part + presentation
- Nguyen Thuy Hang - completing a part + debate
- Luong Thuy Linh – leader + sum up in Microsoft word + debate
- Tran Cao Tri – completing a part + presentation
- Nguyen Tuan Thanh – completing a part + prepare slide
- Nguyen Le Uyen – completing a part + presentation
Due to the covid pandemic, we communicate and talk in a group chat via the
Facebook social network. Before the lectures, the group will engage via the Google
Meet program to offer a test presentation and quickly correct the whole course. Each
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member expresses their point of view, the leader listens, and the entire group considers
and reconsiders their position in order to make changes.
I confidently affirm that my teamwork is very effective and that I myself have
contributed a lot in group presentations during my study in international business. I am
always willing to listen to the instructions of the team leader and actively interact with

the team members. I feel like I deserve 9/10 and so do the other members, especially
the leader who leads the team deserves 10/10. All are a collective effort to achieve a
common goal, so everyone is responsible for their work.
In the future, teamwork will certainly still be long for me. Always keeping an
enthusiasm, responsibility, and enthusiasm with the team is essential. However, I want
to be the team leader myself to impart my knowledge and creative ideas to the group
further, thereby achieving higher results.
3.
What did you learn from learning online?
There are a lot of useful knowledge that I learnt from distance learning during Covid19 time. As before with face-to-face learning, there are no distractions in an environment
where all members of the class are highly focused. However, in the process of online
learning, when alone with a computer, this is a different story. I had to teach myself to be
proactive, firmly avoid temptations like social media, fully focus on the lesson, and take
responsibility for my own learning. Because when no one urges us, we often get caught up
in other things. Besides, learning online also helps me enhance my creativity a lot.
Classroom interaction is no longer an obstacle because there are tools to support student
interaction such as Jamboard, Padlet, Menti, Kahoot.it, ... I can easily give my views and
understanding Get familiar with a specific problem and create them using the features
available in the tools above. Especially next, I learned how to present in front of the camera,
which helped me to increase my confidence and express myself comfortably.
4.

Do you have any recommendation to the lecturer? If yes, please specify.
To be honest, I really like the way the lecturers impart knowledge. She gave me a lot
of useful knowledge with her practical knowledge, which helped me remember the
knowledge and understand how to apply the lesson in life. She is always ready to listen to
the ideas and acknowledge the students, which really helps me feel comfortable in the class.
However, in the process of online learning, it is not possible to interact with the whole
class, but only a few students actively interact. Therefore, I suggest using interactive tools
with the whole class, which will be interesting and the lecture will be more attractive.

Occasionally, there should also be multiple-choice games to help students increase interest
in the classroom amid specialized knowledge.

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References
1. Website
In-text citations: (advertisingvietnam, 2019)
In the Reference List:
advertisingvietnam, 2019. Những chiến dịch Marketing thất bại do hiểu sai văn hóa địa
phương. [Online]
Available at: />2. Report
In-text citation: (CocaCola, 2020)
In the Reference List:
CocaCola, 2020. Annual Report The Coca-Cola Company, s.l.: s.n.
3. Report
In-text citation: (CocaCola, 2020)
In the Reference List
CocaCola, 2020. coca-cola-business-environmental-social-governance-report-2020, s.l.:
s.n.
4. Document from Website
In-text citation: (CocaCola, n.d)
In the Reference List
CocaCola, n.d. coca-cola-a-short-history-125-years-booklet. [Online]
Available at: />5. Website
In- text citation: (CocaCola, n.d)
In the Reference List
CocaCola, n.d. coca-colacompany.com/brands. [Online]
Available at: />6. Website

In-text citaion:( CocaCola, nd)
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In the Reference List:
CocaCola, n.d. The Birth of a Refreshing Idea, Coca- Cola History. [Online]
Available at: />7. Journal Article
In-text citation: (Kotler, 2015)
In the Reference List:
Kotler, P. a. A., 2015. Factor and Cluster Analysis as a Tool for Patient Segmentation
Applied to Hospital Marketing in Jordan. American Journal of Operations Research,
Vol.5 No.4.
8. Report
In-text citation: (Linh, 2009)
In the Reference List:
Linh, N. T. N., 2009. Phương thức thâm nhập thị trường thế giới của công ty Coca-Cola
và bài học kinh nghiệm cho các doanh nghiệp Việt Nam, s.l.: s.n.
9. Book
In-text citation: (Mead, 1994)
In the Reference List:
Mead, R., 1994. International Management: Cross-Cultural Dimension. s.l.:Oxford:
Blackwell Business.
10. Website
In-text citation: (VTC, 2013)
In the Reference List:
VTC, 2013. Hành trình Coca Cola thâu tóm đối tác Việt. [Online]
Available at: />
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Course: International Business
(INE 2028 E)

Student
Name (Student ID: ): Nguyen Thuy Hang -190151459
Word count
5848 (Excluding Title Page, Table of Contents and Bibliography)
Module coordinator
MSc. Nguyen Thi Thanh Mai
Date of submission:
29/12/2021
Plagiarism statement
“I confirm that this assignment is entirely my own work and has not been submitted in full
or in part for any other course within or outside UEB. I confirm that all references are duly
acknowledged.”

Signature: Hằng
Nguyễn Thúy Hằng

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