Phân tích yếu tố văn hóa tại tập đoàn FPT e

Phân tích yếu tố Văn hóa tại tập đoàn FPT
“FPT - ENERGIZING LIFE”
FPT is one of the greatest enterprises in Vietnam. If 2011 was a difficult
year for the world economy, Vietnam is also in the countries affected by the
global economic crisis, many businesses have difficulty, bankruptcy, pressure
market competition increasingly fierce. FPT is still ongoing effort and closed
2011 with revenues of nearly 26,000 billion, reaching 105.72% over the board
plan was adopted earlier this year and reached more than 97% compared with
KH to increase between year, up nearly 27% compared to 2010. Group profit
before tax reached 2515 billion, up 24.3% over 2010, reaching 104% of the first
plan year and reached 96% compared with the plan. About the success of FPT,
we can not tell about FPT culture. FPT culture is one of the factor that contribute
to the success of FPT past 22 years. So, what is the FPT’s culture? How does it
impact the success of FPT?
There are more than 400 definitions of culture. FPT’ corporate is a set of
norms regarding business and production behaviors as well as the spiritual life
of FPTians. It is the force that has united FPTians since its establishment. It is an
essential part of each FPTians. It sets FPT apart, contributing to the company’s
success.
A distinctive feature of FPT culture is its “Fire” spirit”. The twenty-two
year journey has allowed FPT to look back contemplate, and become more
confident of its vision, its administration philosophy, and its corporate culture.


For this reason, 2011 marked an important turning point as FPT changed its
brand identity and chose ‘Energizing Life” to be the foundation for all its
activities. “Energizing Life” means to be dynamic and full of life, it means to
have a “fire” spirit.
There is a saying in FPT: “With enough passion the task will be
accomplished”. FPTians are not afraid of difficulties or hardship, they are
always ready to take on challenges, utilizing their full potential.

Even in extra-curricular and leisure activities, FPTians are full of “fire”
spirit. Such enthusiasm and youth have made deep and positive impressions
upon FPT’s business partners and customers.
To systemize and memorize its philosophy and corporate culture, FPTians
often create rhymes or writ songs. Most notable is the company’s rhyme “Tôn
Đổi Đồng – Chí Gương Sáng”, which means “Respect for the individual,
Innovation, Team spirit, Public spirit, Setting an Example, Bright and Clear
Mind”. These words constitute the behavioral principle at FPT.
After twenty-two years of development, FPTias arrived at an understanding
that FPT employees needs to be respectful, innovative, and team-players, and
FPT leaders needs to be objective, exemplary, and wise. Such is the spirit of
FPT. As an example of the principle TON DOI DONG: meetings at FPT are
often referred to as “cow slaughtering” events, showing the dynamic and candid
atmosphere of these meetings. It is during these meetings that hones, novel, and


daring exchanges of ideas happen and changes are proposed. FPTians defend
their ideas while still respecting and listening to each others.
Being objective, exemplary, and wise are the three virtues that FPT leaders
must possess. Observing everyday behaviors of FPTians, one would find it hard
to tell apart senior staff and leaders from junior ones. FPT employees can be
direct in proposing their own ideas or in objecting leaders’ ideas. Without being
objective and just, a leader cannot survive long at FPT. More than a few FPT
leaders admit the much greater responsibility and hard work that come with their
higher compensation and benefits; it is simply because to lead, one has to set
good example. A leader at FPT must also be full of “Fire” spirit if he is to
transfer this spirit to his employees, motivating to them to take on challenges. A
leader has to be wise to find out the right path amidst difficulties, and to assign
the right tasks to the right people. Yet if things go wrong, the responsibilities all
rest on the leaders.

FPT is one of the few Vietnamese enterprises that have maintained and
celebrated traditional holidays. Village Festivals are organized around Tet to
conclude the year and acknowledge individuals and teams with commendable
contributions. During the festivals, FPT employees together prepare pigs, make
rice cake, enjoy traditional food, and play folk games. There are also the Comet
Festival – a folk song contest and performance - and other events to
commemorate ancestral origin. After work, FPTians often play football, practice


singing and dancing. In all these activities one can find the “Fire” spirit that is
characteristic of FPT culture.
There are perhaps few organizations that have as many as 100 internal
newsletters as at FPT. Every firm at FPT Corporation has a newsletter not only
to update news and information, but also to share inspiration and to provide a
creative outlet for the employees. Most impressive is the newsletter Chung Ta
(WE), with fifteen years of experience in writing FPT history. Newsletters at
FPT come in a wide variety of publishing format, from simple posts on bulletins
board, office doors, or elevators, to weekly or monthly periodicals. There are
also more modern electronic newsletters, disseminated through emails, online
newspapers, or open forum on social network. Even all these do not seem to
satisfy FPTians’ need to exchange news and ideas. Each year, several new
newsletters or forums are born.
It is this culture, this spirit of “Fire” and “Energizing Life” that
distinguishes FPT from others. It is a crucial element of success at FPT.
Part No.2
In recent years, due to strong economic growth, living standards improved have
changed the consumption trends in Vietnam in all fields. One change is easy to see is
the habit of modern shopping (shopping at supermarkets, trade centers, specialized
shops, etc) gradually replacing the habit of shopping in traditional markets. A recent
study showed that the habit of modern shopping of Vietnam increased from 9% (2005)

to 24% by 2010. The consumption behaviors changed from daily shopping in


traditional markets, including "flea market", moved to buy with large quantities for the
whole week at supermarkets, shopping centers and internet; and at the same, increased
purchase value, using increasingly health care services including beauty care for
women and men, travel services, insurance, education, etc.
"Young consumers" as well as consumers with high incomes increase, promoting
high-level retail operations. Vietnamese consumers increasingly have more choices so
they further focus on quality of goods and services.
What is the main characteristic of consumption cultural therefore in Vietnam?
And how does it affect the Vietnamese economy in general and industries in
particular?
1. Characteristics:
Brand name and social behavior
Not long ago, after interviewing 10,502 people in 24 countries and territories in
Asia-Pacific, Africa, and Middle East on consumption issues, international credit
institution MasterCard Worldwide, announced survey results in which Vietnam, in
respect of the priorities for eating and drinking and entertainment, ranked the first
position with 86%, followed by Korea with 78%, Hong Kong (China) with 75%. And
Vietnam was also at the top on non-calculation consumption with 63%, while Korea
and Australia were the same as 59%.
In addition, according to announcement of the New Economic Fund (NEF)
recently, Vietnam ranks the number five on the happiness index (HPI).
It could be said, it has gone the time of "comfort is better than pride", today, we
have more choices for goods from common to luxury.


Thus, the consumption trends on "style confirmation by brand name" from those
with high income are turning to young consumers, especially middle class. They are

willing to spend huge sums of money for “exclusive” items to reflect the personality
and difference from majorities such as mobile phones, cars, hi-technology items must
reflect the level of owner, whether their varied functions, etc are not, actually, needed.
The tendency on imitation and enjoyment lifestyle of the youth in such countries
as Korea, Japan seems to increase, but it is only in the virtual value, in stead of the
culture depth. The lifestyle in combination with selfishness, respecting appearance,
aping bad acts, taking a leaf out of majority’s book, etc that are potential in the old
thought of small farmers with private properties to flare up. Their reflection is in some
enjoyment ways that they are in discretion on offering themselves “the rights” to enjoy
in such…optimistic ways.
As the material grows constantly, households in middle-class and Vietnamese
young consumers with full of ambitions continues to improve their living standards.
Vietnam finally reaches the stage of classic brand advertisement that is known as
"Brand name is personality."
Brand name construction phase is divided into fiercely competitive segment,
psychological segment and psychological lifestyle advertisement. This creates notable
changes from limited ideas and values toward community to individual reorganization
rather than toward families and fellows.
Not only the international brands but also Vietnamese ones, four brands out of 10
fastest developed ones in 2008, deep in consumers’ mind


Thus, marketers and manufacturers need to understand the emotional needs of
consumers and new segments are growing in Vietnam to fulfill more needs on
diversification of goods to be recognized by the society. .
Although only in its infancy, wants and needs of standing out from the crowd
began forming in the consumer culture of Vietnam. Not in scope of the poor, the
individual products, whether cell phone with gold plated, high-end products such as
special hair-care or skin-care or import cars, the richer class is spending money on rare
items as the way to make outstanding in the crowd.

Typically, the high-price car import market. Hummer, Mini Cooper, Bentley and
many other brands have become so popular in Hanoi and HCMC. With the cars plus
already 110% import duties, a person can know the cost of the wealthy Vietnamese
who are willing to pay to be outstanding.
This is only a small part (less than 1%), however, this trend will continue and
take place in many ways. Vietnamese children presently begin running in Korean and
Japanese culture as a way to shape the personal style, clearly stand out from the usual
standards.
Obviously, the personalized brand and design will allow the special brands and
products to enter the market by directly access the consumer demand for the different
and unique.
2. Cultural impact to the economy:
The recent survey has showed that 80% of the opinions of foreign consumers in
Vietnam is keen to use Vietnamese goods. In contrast, in many consumers’ opinions,
they feel unhappy about Vietnamese goods by comparison with the "encirclement" of


popular items such as "the Chinese goods" in quality, design and fashion, we are
impossible to .. keep up with.
However, one thing is confirmed that the “Made-in-Vietnam” commodities (exported goods, or to be called the Company goods) are gradually gaining foothold as
the consumers can be assured of quality.
At another point, the historian Duong Trung Quoc said that the campaign
"Vietnamese people is priority for Vietnamese goods" seems not to be effective as
desired; people still prefer the foreign goods. However, "fondness of foreign goods" is
not entirely derived from the psychology of consumers.
The deeper cause of the consumption trend is that Vietnamese manufacturers
often prefer foreign product….They are only interested in developing export markets,
but neglect the domestic market with 13th largest population in the world. In addition,
leaders have not really set an example in domestic consumption. That is the main
reason why Vietnamese people have not actually been interested in Vietnamese

products. Other countries invade our markets, while we're conquering others. Besides,
a deeper meaning is that first of all, the economy must serve its own people.
Many economists also said that to develop a Consumer Culture of Vietnamese
products, besides having a strategy to compete with other countries to gain advantage,
at first and in the domestic market, it is specially important that Vietnamese consumers
should respect and love Vietnamese products by producing Vietnam-branded highquality products with
The increasing proportion of importing some luxury items


According to statistics by the General Statistics Office in 2011, super import of
foreign goods into Vietnam with a total value estimated at 105.774 billion, is up 24.7%
over the same period. It is noted that in the context of overall super import reduction,
super import of some luxury goods increased sharply compared with 2010. For
example, metals and precious stones increased by about 3 times (the first 11 months),
automobiles increased by 4.2%. In addition, many commodities produced in the
country but have contributed to the growth of super import, e.g 64.5% for seafood,
19.7% for milk and dairy products, 45.2%, for fertilizer, 56.6%, for cotton, 30.6% for
textile fibers, 26.1% for fabrics, 13.8% for all kinds of paper, 14.4% for wood and
wood products.
Therefore, with the characteristics of luxury goods consumption, taste of most
people, consumer culture has negative impact on Vietnam in general, and a reason for
differences in the balance of payment in Vietnamese Import – Export Industry.