Mcki Ass1 Tina Sudo9

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TABLE OF CONTENTS

I. INTRODUCTION ................................................................................................................ 2

1.1. Company background ........................................................................................... 2

1.2. Objectives ................................................................................................................ 2

1.3. Vision and mission ............................................................................................... .. 3

II. SCENARIO ANALYSIS ..................................................................................................... 4

Organizational structure and Management levels .................................................... 4

2. Decisions at Kinh Do Corporation ......................................................................... 6

3. Information and Knowledge required in Decision Making .................................. 8

3.1. Types of management information required in making decision .......... 8

3.2. Types of management knowledge required in making decision ....... ... .. 9

3.3. Recommendation for improving decision -making ............................... 11

4. Stakeholders of Kinh Do Corporation .................................................................. 13

4.1. Internal stakeholders .............................................................................. 14

4.2. External stakeholders ............................................................................. 15

5. Survey analysis ........................................................................................................ 16

5.1. Methodology ............................................................................................. 16

5.2. Survey plan ............................................................................................... 17(Refer to Appendix-2 for Gantt chart) .......................................................... 18

5.3. Survey results ........................................................................................... 18

................................................................................................................................................... 24

................................................................................................................................................... 26

5.4. Summary of survey results ...................................................................... 29

III. RECOMMENDATIONS ................................................................................................. 29

IV. REFERENCES ................................................................................................................. 34

V. APPENDICES .................................................................................................................... 35

1. Appendix-1 Questionaire ........................................................................................ 35

2. Appendix-2 Gantt chart for Survey plan .............................................................. 38

3. Appendix-3 Presentation Slides ............................................................................. 39

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I. INTRODUCTION

1.1. Company background

Kinh Do Corporation was established in 1993, is the largest and leading foodstuff

business group in Vietnam. Kinh Do group has developed to a large conglomerate including

more than ten subsidiary companies in real estate, food stuff, finance, and retail business.

Products under the Kinh Do trademark are selling in all provinces through a diversified

distribution system nationwide including 524 distributors, 31 Kinh Do Bakery shops and200,000 retail outlets as well as franchised distribution systems with a growth rate of

30%/year. The products of Kinh Do have been sold to 35 countries; particularly Kinh Do has

conquered the most difficult customers such as Japan, USA, France, Germany and

Singapore. 1

1.2. Objectives

With the strategy of building the foodstuff as the core business for group, Kinh Do

group will quickly enlarge the foodstuff division to become a leading foodstuff group

in Vietnam as well as to become one of the leading foodstuff groups in the Southeast-

Asian region.

With the strategy to become a multi-sector group, Kinh Do has invested in other

divisions such as real estate, finance and retails business. These business divisions

will have interrelation to support each other, in which the holding company will

maintain the role of specialized financial investment while the subsidiary companies

will operate in a particular field with specific industry under the master strategiesdefined by the Corporation.

1 Kinh Do Corporation (no date) Kinh DO Group/Overview [online]. Kinh Do Corporation [cited November 8 th,2011]. < http://www.kinhdo.vn/Overview.html >.

2
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1.3. Vision and mission

The report just analyzes and focuses on foodstuff business of Kinh Do Corporation.

The vision of Kinh Do Corporate is: 2

Kinh Do enriches people's lives by providing products and services which

immediately realize the needs and desires for Living Fine.

Applying our dynamism, creativity, foresight and other core values, we create

products and services which deliver consumers what they want and make us all proud.

People trust Kinh Do companies, products and services so much they rely on them for Fine Living every day.

Kinh Do generates bonus personal, economic and commercial value and pride for

staff, partners and stakeholders.

The mission of Kinh Do in foodstuff business is that:

Kinh Do food uses state-of-the-art technologies, research and developments, quality

raw materials from environmentally sustainable sources and the creativity and innovation of

our people and selected external resources to produce and deliver an extensive range of

affordable staple and packaged foods, snacks, bakery products, beverages and juices,

confectionaries and condiments, instant foods, processed meats and health supplements. Our

products are hygienic, healthy, satisfying and conveniently available to all consumers.

2 Kinh Do Corporation (no date) Kinh DO Group/Vision [online]. Kinh Do Corporation [cited November 8 th,2011]. < http://www.kinhdo.vn/Vision.html >.

3
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II. SCENARIO ANALYSIS

Organizational structure and Management levels

GroupChairman

Group President /CEO

Group COO

Office Of The BOM

- Business Application- Legal- Investment- Strategy- PR- Internal Audit

Cost Team

- Logistic- Production- Purchasing

Su

-Finance-H R Adm- IT

Growth Team-

- Sales- Marketing- R&D

Cookies

Crackers

Snack

Cakes

Buns

SBU

Figure 1: Organizational structure in foodstuff at Kinh Do Corporation

In order to ensure coordination between different functional departments, Kinh Do

Corporation follows matrix structure in foodstuff business (Figure 1). Foodstuff business is

divided into six types of product including cookies, crackers, snack, cakes, buns and candies.

This structure essentially crosses functional and product organization, so that staff in different

functional department are responsible to their department manager, in regard to activities of

departments, and to a product manager, in regard to the given product. By applying matrix

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structure, Kinh Do can retain functional expertise for coordination. Kinh Do can have better

coordination and communication, and also focus on the task. However, there are

disadvantages, the company may have the potential for conflict between functional and area

managers, and an increase in managerial overheads.

G r o u pC h a ir m a n

S a l e sS u p e r v i s o r

T o p- l e v

G r o u p P r e sid e n t/C E O

G r o u p C O O

O f f ic e O f T h e B O M-B u s i n e s s A p p l i c a t io n- L e g a l- In v e s t m e n t- S t r a t e g y- P R- I n te r n a l A u d i t

C o s t T e a m M a n ag e rs

- L o g i s t i c- P r o d u c t i o n- P u r c h a s i n g

S u p p o r t T e a m M a n a ge r s-

- F i n a n c e A c c o u n t i n g- H R A d m i n- IT

G r o w th T e a m M a n ag e rs-

- S a l e s- M a r k e ti n g- R&D

M a r k e ti ngS u p e r v i s o r

R&DS u p e r v i s o r

L o g i s t i cS u p e r v i s o r

P r o d u c t i o nS u p e r v i s o r

P u r c h a s i n gS u p e r v i s o r

F i n a n c eA c c o u n t i n gS u p e r v i s o r

H RS u p e r v i s o r

ITS u p e r v i s o r

S u p e r v

M i d d l e-l e

G ro w th T ea m D i re c t o rs C o s t t e a m D i r e c t o rs S u p p o rt T e a m D i r e c t o rs

Figure 2: Management levels in Kinh Do Corporation

According to the organizational structure of the Kinh Do Corporation, as it can be seen

in Figure 2 , there are three main levels of management in Kinh Do Corporation, including

top-level, middle-level and supervisory-level. Firstly, top-level includes Group Chairman,

Group President or Chief Executive Officer (CEO) and Group Chief Operating Officers.

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Beside that, there is an Office of the Board of Management (BOM). The functions of the

Office of the BOM are evaluation, monitor, recommendations and measurement. There are

eighteen members at top-level, Mr. Tran Kim Thanh is chairman of Board of Director and Mr.

Tran Le Nguyen is general director. Secondly, middle-level includes the managers of nine

departments, involving Sales, Marketing, R&D, Logistic, Production, Purchasing, Finance

Accounting, HR and IT department. Thirdly, supervisory-level includes the supervisors of

departments workers who directly carry out the plans as well as the strategies of Kinh Do

Corporation day to day. Furthermore, there is also non-managerial level.

2. Decisions at Kinh Do Corporation

As can be seen in Figure 3 , planning and control decisions are mainly taken at the

strategic, tactical and operational levels of organizational activity. Senior management will

be accounted for decisions that impact the whole business, the lower level of management

will be involved in decision that affect only one aspect of the business.

Strategicplanning

Tacticalplanning/

control

Operationalcontrol

Top-level

Middle-level

Supervisory

- Group Chairman- Group President/CeO

- Group COO-Department Directors

-Sales Manager - Marketing Manager

- R&D Manager - Logistic Manager

- Production Manager - Finance Accounting Manager

- HR Manager - IT Manager

- Sales Supervisor

- Marketing Supervisor - R&D Supervisor - Logistic Supervisor

- Production Supervisor Finance Accounting Supervisor

- HR Supervisor - IT Supervisor

Middle-level Tactical planni

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Figure 3: Management decision-making

Strategic planning decision is concerned with deciding on the objectives, resources

and policies of the organization. For example , CEO (Top level) of Kinh Do Corporation will

make the decision as should the company expand its market to India? In order to carry out

this objective, it will take long time for Kinh Do organization to understand, assess, analyze

and evaluate the Indians market. Thus, this is a long term decision-making. This decision is

very important because it will involve with many complex issues and high level of risks. It

also does not have the procedure for making it so that CEO must consider carefully so that

they have to provide insight into the problems in order to avoid affecting on entire

organization. This decision is non-routine. For the expansion market to India, it may take 3

to 5 years, or more than 5 years to complete the objective. Furthermore, Kinh Do Corporation

also has Office of the BOM to make tactical control decision. This office will monitor,evaluate, recommend for decisions that are made by Group Operating Officers

Next is tactical planning decision concerns with how efficiently and effectively

resources are utilized and how well operational units are performing. For example , Manager

of Finance department (Middle level) will make the decision on how much income/profit

Kinh Do should gain monthly, quarterly, or annually? This is a medium decision-making.

Besides, finance manager will also coordinate with the manager of other departments such as

production and sales departments for deciding the profit. Hence, it has medium impact on

entire organization. Besides, it might take about 1 month to 1 year for the manager to

complete the objective. This decision also is semi-unstructured. Because the manager base

not only on the data given by the company to calculate the profit, but also on their own

assessment and experiences in order to adjust the profit.

Finally, operational control involves making decisions about carrying out the specific

tasks which are set forth by strategic and tactical planning. For example, Purchasing

supervisor (Supervisory level) will make decision on how many raw materials that they need

to buy for producing product A today? This is a small decision-making; it does not impact

much on the entire organization. Based on the requirement of production, the supervisor can

decide the quantity of raw materials needed. Beside that, they also can base on the price of

raw materials to buy a certain amount in that day. It is a structured decision. When carrying

out the decision, purchasing supervisor has to establish criteria of completion from choosing

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much income should gain per month, per quarter or per year, managers of financial

department have to focus on the financial report of the previous periods. The performance of

competitors will influence to the market share of Kinh Do. In term of financial department, it

is hard to know the financial statement of other competitors. However, the manager of

financial department can analyze it based on the market share.

The last one is the decision of purchasing supervisor as how many raw materials that

they need to buy for producing product A today? Here, the supervisor should know how

many raw materials will be needed for production. The manger will get information from

production department, thus it is secondary information. Besides, based on the quality of raw

material, the manager will also buy an appropriate amount needed for production. It can be

considered as quality information.

3.2. Types of management knowledge required in making decision

Managers of Kinh Do have to have the exact knowledge in order to make the decision

more correctly and suitably. It can be divided by 2 kinds of knowledge, they are explicit and

tacit. The basic ways tacit knowledge and explicit knowledge are used in the workplace,

evaluation, and technology as following: 3

3 Elizabeth A. Smith, The role of tacit and explicit knowledge in the workplace [online]. Available at:http://www.uky.edu/~gmswan3/575/KM_roles.pdf [Accessed: November8th, 2011]

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Tacit knowledge practical, action-oriented

knowledge or know-how based on

practice, acquired by personal experience,

seldom expressed openly, often resembles

intuition

Explicit knowledge academic knowledge or

know-what that is described in formal

language, print or electronic media, often

based on established work processes, use

people-to-documents approachWork practice - spontaneous, improvised, web-

like, responds to a changing, unpredictable

environment, channels individual expertise,

creates knowledge

Work process - organized tasks, routine,

orchestrated, assumes a predictable

environment, linear, reuse codified knowledge,

create knowledge objects

Technology - tool to select personalized

information, facilitate conversations, exchange

tacit knowledge, invest moderately in the

framework of IT, enable people to find one

another

Technology - related to job, based on

availability and cost, invest heavily in IT to

develop professional library with hierarchy of

databases using existing knowledge

Evaluation - based on demonstrated

performance, ongoing, spontaneous evaluation

Evaluation - based on tangible work

accomplishments, not necessarily on creativity

and knowledge sharingFigure 4: The role of tacit and explicit knowledge in the workplace

Therefore, depending on situations or majors, the managers as well as employees need

to have the accurate knowledge in order to make the decision more correctly and suitable. For

instance, in term of business knowledge, top managers like CEO, COO at Kinh Do have to

have the knowledge about customer services. The knowledge about customer services is tacit

knowledge to the top management. It means that top level management has the advanced

knowledge in term of customer service. They know what customers demand is and which

factors lack of quality of services are. From that, they can make suggestions, improvements

and solution for each problem for customer. For example, with the objective is to expand its

market to India, the top mangers have to possess knowledge in the filed of estimating

customers needs and wants (tacit), financial knowledge (explicit), knowledge about

commercial law in India (tacit), Indian language (explicit), and sales skills (explicit).In other hands, employee like accountant has explicit knowledge in term of customer

service but they have tacit knowledge in finance. It means that employee can not have the

same decision like top managers because they lack of information and knowledge as well.

For example, with the objective as how much profit/income the company can gain monthly,

quarterly or yearly? The finance manager needs to possess knowledge such as financial

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4. Stakeholders of Kinh Do Corporation

Kinh Do is the largest and leading foodstuff group in Vietnam, thus there are many factors

that involve in its operation including internal and external stakeholders.

INTERNALSTAKEHOLDERS

EXTERNALSTAKEHOLDERS

Kinh DoCorporation

Employees

Managers

Community

S Government

Banks Customers

Competitors

Figure 6: Stakeholders of Kinh Do Corporation

4.1. Internal stakeholders

Internal stakeholders are interest in the organizations continuation and growth

including managers and employees. With Kinh Do, employees include non-managerial

workers such as engineers, designers, full-time workers, etc. Employees can be the people

who work, talk and make the relationship with the customers directly. In Kinh Do Company,

there are nearly 8,000 employees, work in different of department such as Sales, Marketing,

Finance Accounting, Human Resource, etc. They are responsible for keeping the work in the

company running and help the company to have more profits. Besides, the way that employee

work and communicate to each other affect much on companys reputation. Because the

attitude and performance of its employees will determine the reputation of Kinh Do.

Therefore, in order to get labor productivity, and more profit, Kinh Do company has to satisfy

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its employees by providing good working environment, good salary, insurance, welfare, and

training programs.

Managers are the people who have the direct impact on the operation of the

organization. The managers of Kinh Do include CEO, Board of Directors, Department

managers, and supervisors. The managers have high responsibility and have an important role

in the operation of the organization. They are the ones who set out business strategies for the

organizations continued existence. In Kinh Do, Mr. Tran Kim Thanh, as a Chairman, makes

decisions and has right to control all operations in the organization. Mr. Tran Le Nguyen, as

General Manager, together with others plan, organize and operate business directly. Kinh Do

has divided their organization into many functional departments. The managers of each

department have the right and duty in controlling and managing the operation daily. For

example, managers will check, guide, consider, and give recommendations on the waysworking of its employees. Moreover, managers will observe the performance of its

employees. From that, they can give reward or punishment for employees. Thus, the

managers must have experiences in the management to make sure that the company works

effective and get profit as more as possible.

4.2. External stakeholders

External stakeholders include government, customers, community, banks, andsuppliers. The following describes some of external stakeholders.

Government has a big role to play in the success of business through passing of the

laws and policies it pursues. The government will set up the law for food industry in country.

Kinh Do has to follow the law that issued by Vietnam government. From that, Kinh Do has

to follow this law such as the taxation law, employment law and other condition. If they do

not follow this rule, they can be sued and pay the compensation or they can be closed even

though. The government in here does not only mention about Vietnam government, but also

mention about the particular country that Kinh Do Company wants to export and expand its

market.

Customers are the people in that they pay for the organizations output. They

ultimately determine what service is, what quality is needed, what price is charged and what

development is needed. The main ways that customers affect business is through feedback,

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complaints, and suggestions. From that, they will decide the existence of an organization.

The more customers, the more profits company can get. Besides, the number of customer

loyalty is very important in running the business. If the company provide good products as

well good services, its customer will rapidly increase due to work of mouth. Thus, Kinh Do

has to ensure that every thing in their process is good and be checked carefully, from the

service the quality of products.

Community is the outside environment of the organization. They will sue or fight

against the company if the production or services of the company have a negative effect on

public environment. In other aspect, the objective of the community is also to benefit from

employment the business creates. Therefore, Kinh Do should consider and operate well its

production to avoid any pollution for environment as well as build good image in the

community. When the community has a good image about the company, the reputation of the company will be wider. In fact, Kinh Do Company has done many charities and sponsor

for many programs such as co-founders of Future Manager Scholarship fund, Bring

eyesight back to poor patients of Poor Patient Sponsors Society, Give strength going to

school of youth Newspaper and Saigon Time Foundation fund, and so on.

Suppliers have strong impact on Kinh Do Company. The company always considers

cost and the quality of product between the suppliers if they can meet their requirements.

From that, the company will chose suppliers who have reasonable cost with good quality of

products. With good suppliers, the company can get best raw materials, reasonable price, and

the company will not be delayed in delivery so that the company can maintain their

production more effectively. In addition, with good long-term relationship with suppliers,

Kinh Do Company will be discounted or reduced order cost. The cost saved from low cost

raw material can be used for promotional activities such as: discount, bonus, advertising to

promote sale.

5. Survey analysis

In order to find out the awareness and interests on Kinh Do products and services,

customer is stakeholder that the company chose to make the contact. The company will use

survey method to contact with the customer.

5.1. Methodology

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Samplen = 30

a. Population : The population of this research is all customers in Vietnam

b. Sample size : The research was carried out by thirty respondents and investigated the

ideas of customers about Kinh Dos products.

c. Data collection method : questionnaires. (Refer to Appendix)

d. Sampling method : Thirty random people in Danang were invited to answer the

questionnaires. The total of customers who answer questionnaires is 30 (n=30) in

Vietnam.

e. Data collection method : questionnaires.

f. Framework

Population is all of people use Kinh Dos products, which estimates N = 6,600,000

((88mil x 10%) x75%=6,600,000)). Sample selects some user n = 30

5.2. Survey plan

Tasks Start Date Duration(days)

End Date)

Setting the objective and finding information 10/12/2011 1 10/13/2011Completeing research Background (Introduction) 10/14/2011 1 10/15/2011Complettng research objective and research question 10/16/2011 1 10/17/2011Justifying the methodology to be used for the research. 10/18/2011 1 10/19/2011Designing the survey by the questionaire 10/20/2011 1 10/21/2011

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Population N= 6,600,000


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Collecting the survey data and record it on a spread sheet 10/22/2011 3 10/25/2011Calculating and analysing the data 10/26/2011 1 10/27/2011Analysing the outcomes, drawing validconclusions, and providing recommendation in the finalreport 10/28/2011 2 10/30/2011

(Refer to Appendix-2 for Gantt chart)

5.3. Survey results

After conducting the survey, Kinh Do Company gets the results from 30 different customers.

The below section is the questionnaire analysis.

1. What is your gender?

Gender Frequency Percent Frequency (%)Female 16 53.33%Male 14 46.67%Total 30 100.00%

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Table 5.1: Gender of Respondents

Frequency Chart (Gender)- Pie

53.33%46.67% FeM

Figure 5.1: Gender of Respondents

The table and pie chart represent the gender of respondents who participated in this

survey. The number of respondent includes 30 people; there were 16 females (making up

53.33%) and 14 males (making up 46.67%).

2. How old are you?

Age Class Frequency Percent Frequency (%)20 - 25 6.00 20%>25 - 30 13.00 43%>=30 6.00 20%Total 30.00 100%

Table 5.2: Age of Respondents

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Frequency Chart (Ages)- Histogram

0%5%

10%15%20%25%30%35%40%45%50%

P e r c e n

t F r e q u e n c y

Figure 5.2: Age of Respondents

As can be seen from the figure that participants were mainly in the age of 25-30, it

made up 43% compared with the total of 30 respondents. This was followed by the group

from 25-30 year-old participants were 6 respondents accounting for 20% and over 30 year-

old participants were also 6 respondents. The last is group under 20 aged people with 5

respondents making up 17%.

3. What is your occupation?

Occupation Frequency Percent Frequency (%)Student 8 26.67%Engineer 5 16.67%Worker 4 13.33%Business 7 23.33%Other 6 20.00%Total 30 100.00%

Table 5.3: Occupation of Respondents

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Frequency Chart (Occupation)- Doughnut

16.67%

13.33%

23.33%

20.00%

26.67%Stu

Engi

Wo

Bus

Oth

Figure 5.3: Occupation of Respondents

As be shown from the figure, the occupations' disproportion of participants is

inappreciable. Student made up a quit large percentage with 26.67% (8 respondents),

Business made up 23.33% (7 respondents), Engineer made up 16.67% (5 respondents),

Worker made up 13.33% (4 respondents) and other jobs account for 20.00% (6 respondents).

4. What is your monthly income?

Income Class(x1000 VND)

Frquency Percent Frequency(%)

2000- 5000 10 33%>5000 - 8000 7 23%>8000 5 17%Total 30 100%

Table 5.4: Monthly Income of Respondents

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Figure 5.4: Monthly Income of Respondents

As it can be seen from the figure, the proportion of customers earning more than 2-5

million VND was the highest with 33% (10 respondents), less than 2 million VND made up

27% (8 respondents), the proportion of participants earning more than 5-8 made up a quite

high with 23% (7 respondents). The proportion of respondents earning more than 8 million

made up 17% per month.

5. Have you known about Kinh Dos brand?

Have youknown

Frequency PercentFrequency (%)

Yes 30 100% No 0 0%

Total 30 100%

Table 5.5: The Popularity

21

0%

5%

10%

15%

20%

25%

30%35%

P e r c e n

t F r e q u e n c y

2000- 5000 >5000 - 8000 >8000

Frequency Chart (Income)-Cone


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Figure 5.5: The Popularity

Kinh Do is a famous foodstuff company and the company is not only well- known in

Viet Nam market but also throughout the world. Therefore, 100% of respondents know to

Kinh Do brand.

6. How can you know about our products?

How you know Frequency Percent Frequency (%) Newspaper 7 23.33%Website 5 16.67%Leaflet 2 6.67%Tv advertising 12 40.00%Others 4 13.33%Total 30 100.00%

Table 5.6: The advertising help respondents know products

0% 50% 100%Percent Frequency

Frequency Chart (Awareness) - Bar

NoYes

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Figure 5.6: The advertising help respondents know products

TV advertising made up 40% with 12 persons. Next is newspaper making up

23.33% (7 persons), website accounted for 16.6% with 5 persons. Leaflet made up a

lowest proportion with 6.67%. It means that, using TV to advertise companys products is

the most effective way for Kinh Do Company. Customers also affected by other

advertising, it can be work of mouth. If the company has already satisfied customer, thecustomer can tell their relative to buy the companys product.

7. How many Kinh Dos products do you use per month?

Amount of usingClass (product/month)

Frquency Percent Frequency(%)

3-6 11 37%

>6-9 8 27%>9 6 20%Total 30 100%

Table 5.7: Amount of using products

0.00%

5.00%

10.00%

15.00%20.00%

25.00%

30.00%

35.00%40.00%

PercentFrequency

Newspaper Website Leaflet TV Others

Frequency Chart (Advertising) - Cone

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Frequency Chart (Amount of using Product)- Column

0%

5%

10%

15%

20%

25%

30%

35%

40%

P e r c e n

t F r e q u e n

3-6

>6-9

>9

Figure 5.7: Amount of using products

As can be shown from the figure, the proportion of customer using products more than

3-6 products every month made up the highest percentage with 37% (11 respondents). 27%

customers (with 8 respondents) used more than 6- 9 products every month, and using more

than 9 products per month made up 20% (6 respondents). The proportion of customer used

less than 3 products account for 17% (5 respondents). From the data, it can be seen that there

are some products that customers delight very much thus they can buy and consume many

times. Hence, the company should find out the reason and maintain it.

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8. What kind of Kinh Dos products do you like best?

The Best Products Frequency PercentFrequency (%)

Cookies 6 20.00%Snacks 7 23.33%Crackers 3 10.00%Candies 2 6.67%Chocolate 4 13.33%Buns 5 16.67%Other 3 10.00%Total 30 100.00%

Table 5.8: The Best Product

Figure 5.8: The Best Product

Snacks made up 26.67% of the total. Cookies were preferred with 23.33% (7

respondents) of the total. There was 1% for Bun product, and other products made up

10%. From this information, Kinh Do Company can know which products satisfied their

customers most and which products need to be reviewed. In here, there is no user for bun

product, thus, the company has to review its product to find out the solution as well as

make improvement.

9. Where do you often buy Kinh Dos products?

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Cookies Snacks Crackers Candies Chocolate Buns Other

Frequency Chart (Best Product) - Bar

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Where you buy Frequency Percent Frequency (%)Kinh do Bakery 8 26.67%Supermarket 14 46.67%Grocery shop 8 26.67%Total 30 100.00%

Table 5.9: The place customers buy Kinh Dos products

0.00%5.00%

10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%50.00%

Figure 5.9: The place customers buy Kinh Dos products

Supermarket had the highest proportion with 46.67% compared with the whole.

From that, the company can know that customers will think about supermarket first when they

want to buy Kinh Dos products. Thus, the company can set out appropriate strategies to

attract customers.

10. Feature

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Features

Frequenc

y Total

Percent

Frequency Total

5 4 3 2 1 5 4 3 2 1

Promotion 20 10 0 0 0 30 66.67% 33.33% 0.00% 0.00% 0.00% 100%

Service 8 11 11 0 0 30 26.67% 36.67% 36.67% 0.00% 0.00% 100%

Quality 9 16 5 0 0 30 30.00% 53.33% 16.67% 0.00% 0.00% 100%

Price 7 15 8 0 0 30 23.33% 50.00% 26.67% 0.00% 0.00% 100%

Packaging 8 8 14 0 0 30 26.67% 26.67% 46.67% 0.00% 0.00% 100%Product 8 10 12 0 0 30 26.67% 33.33% 40.00% 0.00% 0.00% 100%

Table 5.10: Awareness of customer about companys feature

*Sign: 1- very Dissatisfied; 2- Dissatisfied; 3- Neutral; 4- Satisfied; 5- Very Satisfied

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

verysatisf Neutr Diss

very

Figure 5.10: Awareness of customer about companys feature

According to customers' opinions, the proportion of customers very satisfied about

products' promotion made up a large percentage with 66.67% (20 respondents). On service

feature, the proportion of customers satisfied and neutral made up 36.67% for each, and

26.67% of customers were very satisfied. There were 30% of customers very satisfied about

products quality and the proportion of customer satisfied made up a largest percentage with

53.33%, neutral were 16.67%. As can be seen from the chart, the proportion of customers

very satisfied made up 53.33% and satisfied was 46.67% on reputation feature. According to

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the table and bar chart, there were not the proportions of customers dissatisfied and very

dissatisfied on the Kinh Dos features.

5.4. Summary of survey results

In general, Kinh Do has a good impact on 30 respondents privately and all their

customers generally. Kinh Dos product is well-known with 100 percentages. By looking at

the result of survey, it can be seen that the company has advertised their products effectively.

Every advertisement always affects on the customers perception. For companys product,

there was the quit high difference between snacks (made up 26.67%) and buns (3.33%).

Thus, the company should find out why there was the different, and if there are problems, the

company needs to find out the solution. Besides, it can be seen that most customers buy Kinh

Dos products in supermarket. Hence, supermarket will be the best place for the company

when they want to hold the events to attract customers. For the feature of companys product,

the proportion of satisfied and very satisfied was very high. It is advantage for the company

to maintain their customer.

In another aspect, in order to improve the relationship between the company and their

customers, there are some points that the company should concern. Kinh Do should be

responsible for social community such as charity and sponsor for the social activities. From

that, customer will have a good image about the company. Besides, during the production aswell as service, the company needs to avoid affecting on environment. In term of service and

product, the company should resolve customer complaints as fast as possible, because it will

influence much on the customers perception. Moreover, the company also can hold events or

meetings between their customers and the company. Thanks to that, the company can get

what customers demands/thought are accurately. For customer loyalty, the company should

give them gifts or priority. Because it will make loyal customer feel they are cared and

connect with the company closely.

III. RECOMMENDATIONS

There are some suggestions for the managers of Kinh Do in order to make the better

decision and they will be mentioned below.

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Firstly, in term of making decision, managers have to make the decision based on the

information and data reported. Thus, Kinh Do has to know about the important of

information in making decision. If they have a good resource of information, they can make a

right decision at the right time. Therefore, the company should build up information system

which appropriate with different management levels. Information system is one of methods

to support three levels of management: top level, middle level and low level to give decision

and manage. Information system consists of:

- Executive Support Systems (ESS)

- Decision Support Systems (DSS)

- Management Information Systems (MIS)

- Knowledge Work Systems (KWS)

- Office Automation Systems (OAS)- Transaction Processing Systems (TPS)

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Operational managers

Knowledge and Data workers

Middle managers

Senior managers

Strategic level

Management level

Knowledge level

KIND OF INFORMATIONSYSTEMS

GROUPS SERVED

Decision Suppo rt Syste

Executive Support System

System ManagementInformation

Knowledge Wor

Office System

TransaS

TYPES OF SYSTEMS

Operational level

Sales andManufacturing Finance Accounting

HumanResources

Figure 6: Management Information Systems

According to Figure 6 , the company should use Decision Support Systems (DSS) and

Executive Support System for its Strategic level because this is a very important position in

one organization. They are people who have great impact on the whole organization and

propose vision and mission of company and consider strategies, these decisions the level

makes influence how the company operates. Top managers use this system to anticipate, for

example, long-term sales, planning, or budgeting so that they can implement appropriate

strategies.

Management level controls and manages whole organization . Therefore, their

authority and impact are very big in organization. Information which they need is usually to

support for carrying out top levels decision. MIS helps managers to update internal and

external information used from different sources. And in Knowledge level, KWS helps

engineers and designers to design new packaging.

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The operational level manages how all tasks are done based on missions upper levels.

For example, when the company want to open new branches to expand market, their decision

are hire employees, decorate, promotion, services, information needed: accommodation,

events, popular channel. Therefore; this level is suitable for the Transaction Processing

System (TPS). This system helps to record and perform all transaction so that upper levels

easily grasp internal data in details, before making any decisions.

Secondly, is in term of business strategy, Kinh Do company has to improve all their

aspects in the business, in order to improve the performance of the company. Kinh Do should

set out a standard for the companys management system by applying international

standardization organization (ISO) for its operation. With ISO, the communication will flow

across departments; the communication between the top and the bottom level will be easier,

more accurate and effective. By applying ISO, all staff in the company will know what their duties are, what they should do to achieve their objective. Besides, ISO will help the

company can attract more customers. Because most customers always trust in the companys

product as well as services if the company applies ISO.

In addition, in term of managing information system and communication channel,

Kinh Do should provide training programs for their employees. Because trainings can help

the employees know to choose suitable information system in particular situation. The

employees can know how to use communication channel such as email, fax, memorandum,

meetings, etc effectively and accurately. Moreover, the way to transfer information will also

help the company save more costs, time and build up a professional working environment.

Furthermore, high quality recruitment is always a factor affects on the performance of

the company so that the company need to concern it. Kinh Do needs to recruit and select the

right employees with the right skills for the right works. Thanks to that, the operation of the

company can improve, save more cost, and run effectively and efficiently.

Finally, Kinh Do should create opportunities to motivate and develop their employees.

For example, the company can open outside activities, competitions, picnic, team building,

ect, for their employees. Thanks to that, the company can improve the relationship between

the employees with their managers as well as the relationships among different department.

They can share knowledge and discuss the information more easily.

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In conclusion, when Kinh Do can manage and transfer the information among

different departments and level of managements effectively and efficiently, they will also

improve the business performance of the company.

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IV. REFERENCES

1. Kinh Do Corporation (no date) Kinh DO Group/Overview [online]. Kinh Do Corporation

[cited November 8 th, 2011]. < http://www.kinhdo.vn/Overview.html >.

2. Kinh Do Corporation (no date) Kinh DO Group/Vision [online]. Kinh Do Corporation

[cited November 8 th, 2011]. < http://www.kinhdo.vn/Vision.html >.

3. Elizabeth A. Smith, The role of tacit and explicit knowledge in the workplace [online].

[cited November 8 th , 2011].

4. Spreading science (no date) 2. Tacit-Explicit Knowledge [online]. Spreading science [cited

November 8 th, 2011]. < http://www.spreadingscience.com/our-approach/diffusion-of-

innovations-in-a-community/2-tacit-explicit-information/ >.

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http://www.kinhdo.vn/Overview.htmlhttp://www.kinhdo.vn/Vision.htmlhttp://www.spreadingscience.com/our-approach/diffusion-of-innovations-in-a-community/2-tacit-explicit-information/http://www.spreadingscience.com/our-approach/diffusion-of-innovations-in-a-community/2-tacit-explicit-information/http://www.kinhdo.vn/Overview.htmlhttp://www.kinhdo.vn/Vision.htmlhttp://www.spreadingscience.com/our-approach/diffusion-of-innovations-in-a-community/2-tacit-explicit-information/http://www.spreadingscience.com/our-approach/diffusion-of-innovations-in-a-community/2-tacit-explicit-information/


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V. APPENDICES

1. Appendix-1 Questionaire

We are employees from Kinh Do Corporation . We are conducting a survey aboutcustomers satisfaction to find out customer awareness, interests and opinion on KinhDos products and services. Based on the result which we get from this survey, we willhave some improvements to serve you better. Therefore, we prepared this questionnaireand also hope that you will support us by answering these below questions. Your feedback will help our company a lot.

Please tick appropriate boxes.

1. What is your gender?MaleFemale

2. How old are you?20>20-25

>25-30> 31

3. What is your occupation?BusinessStudentEngineer EmployeeOthers (Please specify: .)

4. What is your monthly income?

2mil VND>2-5 mil VND>5-8 mil VND>9 mil VND

5. Have you known about Kinh Do's brand?YesNo

QUESTIONNAIRECUSTOMERS AWARENESS AND INTERESTS

ON USING KINH DOS PRODUCTS ANDSERVICES

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6. How can you know about our products?Newspaper Website

LeafletTV advertisingOthers (Please specify: ..)

7. How many Kinh Do's products do you use per month?3-6

>6-9>10

8. What kind of Kinh Do's products do you like best?CookiesSnacksCrackersCandiesChocolateBunOthers (Please specify :)

9. Where do you often buy Kinh Dos products?Kinh Do bakerySupermarketGrocery shop

10. Which features are you satisfied on Kinh Do's products? Please tick in the boxthat is suitable with you.

FeaturesVery

dissatisfied Dissatisfied Neutral SatisfiedVery

satisfiedProduct Promotion Service Quality PricePackaging

11. Would you like to give any comment or suggestion on our product? Please writedown in the following space.

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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THANK YOU FOR YOUR PARTICIPATION!

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2. Appendix-2 Gantt chart for Survey plan

10/9/2011 10/14/2011 10/19/2011 10/24/2011

Setting the objective and finding information

Co mpleteing resea rch Ba ckground (Introduction)

Co mplettng research ob jective and rese arch question

Justifying the methodolog y to be use d for the resea rch.

De signing the survey by the ques tionaire

Co llecting the survey data a nd record it on a spread sheet

C alculating and analysing the da ta

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3. Appendix-3 Presentation Slides

M

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D

TT

T

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Knowlednowled

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Re

(

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0%

5%

10%

15%

20%25%

30%

35%

P e r c e n

t F r e q u e n c y


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Documents

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