Course number: MKTG1205

Course name: Principles of Marketing

Lecturer: Thanapat Kijbumrung

Day of submission: 3 September 2010

Team name:

Student names:

Hoang Thi Minh Trang s3298850

Do Thanh Khiem s3230336

Nguyen Cao Thanh Truc s3296940

Nguyen Hoang Nhat Ha s3222628

Marketing Plan

Bringing sweet moments of Hershey happiness to the world every day

Marketing Plan

TABLE OF CONTENTS

I. Executive Summary………………………………………………….……..…4

II. Introduction………………………………………………………………….…..…5

III. Current Marketing Situation……………………………………….……6

1. Microenvironment……………………………………………….……6

2. Macro environment…………………………………………….….…8

IV. SWOT 1. SWOT

Analysis…………………………………………………...……11

2. SWOT Matrix……………………………………………………..………13

V. Objectives……………………………………………………………………..….…14

VI. Segmentation, Targeting and Positioning………………..…16

VII. Marketing Mix Strategies1. Product……………………………………………………

…………….……19

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2. Pricing………………………………………………………………..………22

3. Place…………………………………………………………………………..24

4. Promotion………………………………………………………..……..…25

VIII. Action Program………………………………………………………..…....…26

IX. Control Program………………………………………………………………..27

X. Reference…………………………………………………….………………..….…28

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Executive summaryHershey Vietnam is a management department branch of Hershey Chocolate Company.

This report is a preparation for Hershey Vietnam operation in 2011, which is about Hershey’s chocolate bars, done mainly by secondary research which is based on internet and books.

Our strongest point is Hershey parent company significantly invests in Vietnam. In 2011, Hershey Vietnam will officially operate in Vietnam under the name of Hershey Vietnam Company. We will locate at Sun Wah Tower in district 1, HCMC. Policies are made easier for foreign companies to enter Vietnam market since the country has become a member of World Trade Organization on 11th January 2007 (ACCESSIONS: Viet Nam, 2007), for example, tax reducing and time for certification reducing. Moreover, Vietnam living standard is on good mood. Thus, this is a huge and profitable market. Nevertheless, those lead to high competition of chocolate market as a number of strong competitors are entering Vietnam.

Our mission is to bring sweet moment to customers through Hershey’s high quality and tasteful chocolate bar. We will make sure that our chocolate pervades everywhere for everyone to enjoy.

Hershey Vietnam’s target segment is customers who are in middle class. Furthermore, the company will interpret “more and more” for this segment. Hershey is unique among competitors in some aspects. Hershey package is different with only a brown bar and white brand name on it, indicate a simple but luxurious design. Hershey engages with not only business but also the improvement in the society by doing many charity programs.

Customers received our value through effective mix marketing strategy of product, price, place and promotion. We apply informative advertising objective through message “Hershey Chocolate - the sweet of nature” to let customers knows about how tasteful is Hershey’s product and how friendly it treat environment. Besides the origin design, we will import bundle products with different prices for special events and holidays, for instance, Tet, Teacher’s day and Women’s day. Customer can send chocolate as a gift to their beloved. Furthermore, customer can experience our high quality products. We apply intensive distribution through hybrid marketing system. We will have a sale force to contact directly with businesses and offer functional discount for wholesalers such as Coop-Mart, Citi-Mart and Shop & Go. In addition, the company creates our own website www.hersheyvietnam.com. Therefore, customers can order chocolates with free delivery and give feedback online.

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Introduction

The Hershey’s company originally comes from the United State. It is famous for high quality products as well as good reputation for charity. For the purpose of expanding its brand, especially chocolate bar, Hershey decided to send its representative to Vietnam. Although Hershey has already been in Vietnam for many years thanks to some import companies, its growth is not remarkable. Therefore, Hershey Vietnam will create, develop its image and introduce Chocolate bars to Vietnamese customers under the assistance of the parent company.

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Current Marketing Situation

1/Microenvironment

SuppliersHershey has diversity of suppliers in providing food ingredients, office supplies, equipment and many services. They must compete with each other to make a contract with Hershey’s. Thereby, resources provided have reliable quality and stable cost. Those have contributed profoundly to our high quality products.

Marketing intermediaries 1. Marketing agency:

Newspaper: TuoiTre, SaiGonTimes and VietNamNews.

Magazine: TiepThiGiaDinh, TheGioiPhuNu, HoaHocTro.

Channels: HTV, VTV, SCTV.

Hershey Vietnam will depend on these companies to widespread the awareness of good impact on health of chocolates in general and Hershey’s chocolates in specific onto customers’ minds.

2. Resellers: a) Wholesalers: Companies that used to import Hershey from America (before it

operates the new office in Vietnam) such as BachGiaLac, MuaHangMy and AtlanticVietnam.

b) Retailers: some supermarkets such as Coop-Mart, Citi-mart and other shops.3. Physical Distribution Firms:

Hershey cooperates with Vinalink in providing products to final users to create the most efficiency and specialization. Vinalink is responsible for transporting our products from parent company to Hershey Vietnam as well as stockholding process.

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Financial intermediaries: which simplify payment method for both Hershey and customers

Insurance brokerage: MarshVietnam

Banking, Card payment services: ACB Bank.

CustomersConsumer market: Thanks to its famous brand name, Hershey’s is able to create good image in customers’ mind. Thereby, we can serve all ages and all kinds of consumers.

Business market: Customers can use Hershey’s chocolate bars as gifts in wedding ceremonies. Some coffee shops can use our products to make chocolate flavor or decoration (yoghurt shops).

CompetitorsThere are many competitors existing in Vietnam chocolate market. However, they have some disadvantages in comparison with Hershey: first is foreign brands,which are imported and they take a higher price than Hershey’s; second is Vietnam brands,which do not have quality products as high as Hershey’s (as discussed further in SWOT analysis). Here are some of Hershey’s competitors in Vietnam:

Direct competitors: Mars, Boniva, Nestle, RitterSport and Guylian.

In-direct competitors: Oreo, HyLamMon, Choco-Pie, Custas and Alpenliebe.

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2/Macroenvironment

Demographic Environment In 2010, Vietnam is home to approximately 87,375,000 people (‘Vietnam's population in 2010’ 2010) with many potential markets that still have not exploited thoroughly. Moreover, according to the investigation of middle class youth in Southeast Asia (King & Nguyen 2007), middle class people in Vietnam is more well-educated than in the past. Those factors would have positive effects for Hershey to start business and develop in Vietnam. Besides, Vietnam has a very young population, with 57% of the Vietnamese under 25 years old (TNS, 2007). Therefore, a business strategy that concentrates on the young consumers would make more profit.

Economic EnvironmentEven in the global economic recession 2008, there is a constant growth in the food industry (Shattuck,2008). Hence, Vietnamese economic crisis will not have such a negative impact on Hershey’s operation.

In recent years, Vietnam economy has made significant strides. GDP per capital has doubled within 7 years (from $412 in 2001 to $835 in 2007) (TNS,2008).

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As population’s income increased, the standard of living also rises considerably. In fact, more than 80% consumers are willing to pay more for healthy products, especially after scandals about unhealthy food imported from China (Matthaes,2009).

Furthermore, the emergence of upper and middle class increases the number of affluent and sophisticated consumers. Especially, middle class captures the majority of the population which is 58% (ACNielsen,2008).

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These favorable forces create opportunities for Hershey’s to satisfy customers’ need of having higher living standard and concerning about health because Hershey is a high quality product with many health benefits for consumers (Schmidt,2002).

Political EnvironmentAccording to National People’s committee (Quy dinh hai quan moi cua Li-Bi, 2008) about changing laws and customs duties, from 8/10/2008, chocolate is subject to tariff rates of 2% production tax, 4% harbor and 25% consumption tax. This influences Hershey heavily on importing and pricing products.

Policies are made easier for foreign companies to enter Vietnam market since the country has become a member of WTO on 11th January 2007 (ACCESSIONS: VietNam, 2007), for example, tax reducing and time for certification reducing.

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SWOT1/ SWOT Analysis

Strengths: Hershey’s is a long-standing brand with a good reputation and high quality products

Attract customers and satisfy various preferences.

Hershey managers announced that Hershey’s chocolate is extremely safe from Melamine substance as they do not buy ingredients from China Customers can rely on Hershey (McCormick 2008).

Significant investments and assistance from the parent company Able to finance and

operate smoothly

Cheaper prize than other foreign brand, better quality than other Vietnam brand

Competitive products

Weaknesses: There are no advertising in Vietnam before not many people know of Hershey’s brand

Substantial number of direct competitors difficulties in capturing high market share

The first steps to enter the Vietnam chocolate market lack experience in marketing as

well as understanding Vietnamese customers

Opportunities: SOCIAL:

o Hershey’s is an international famous brand make benefits and increase sales

o Chocolate make the blood transportation system work better and improve people

mood, make them feel comfortable more demand for chocolate

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o Vietnamese have gradually ignored the Chinese products due to many recent

scandals about their unhealthy food less competitors and consumers are more willing to pay for high price but safe product as Hershey (Matthaes, 2009)

ECONOMIC:o Vietnamese GDP has risen significantly demands for more healthier and

expensive products increase o Chocolate market in Vietnam still has not been exploited carefully by any

carefully and no rivals have taken any significant position in Vietnam before has more opportunities to be the chocolate brand leader in Vietnam.

Threats Some disadvantages of eating too much chocolate: obesity and addiction for the users

using it every day due to the caffeine contained prevent consumers from buying Hershey product.

Vietnam joined WTO generate opportunities for many strong foreign company to get in Vietnam increase competitions

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2/ SWOT Matrix

STRENGTHS (S) WEAKNESSES (W)

OPPORTUNITIES (O)

SO strategies

Create marketing campaign that stress on the ‘safe and high quality products’ and spread information about healthy benefits of chocolate to gain customers’ favor and trust.

Use the abundant financial resources from the parent company to invest in a big marketing plan to capture high market share, become the brand leader in Vietnam

WO strategies

Spread Hershey reputation, a famous international brand, in advertising to quickly gain customers’ recognition and familiarity.

Develop the marketing campaign widely, and put an enormous effort to introduce Hershey chocolate to Vietnam market to take a significant position is customers’ preference. Therefore defeat the competitors and block or inhibit future competitions.

THREATS (T)

ST strategies

Concentrate on healthy benefits of products as well as develop low-calories products line to encourage people to consume more chocolates.

Establish reasonable and competitive prices in order to compete with competitors.

Take advantage of the financial resource from the parent company to guarantee stable prices for customers.

WT strategies

Develop, improve and diverse the marketing campaign over time. Hershey will inherit and continue the reputation of the parent company; therefore increase the brand awareness to encourage target customers to buy Hershey products.

Delivery products ‘everywhere’, from big supermarkets to small shops. Especially, in supermarkets, putting Hershey chocolate bars at easy-to-be-seen places to attract customers and affirm the high quality position of Hershey. This tool and competitive price will help Hershey capture high market share efficiently.

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Mission, strategies and objectives

1. Mission statement “Bringing sweet moments of Hershey happiness to the world every day”

“Consumers: Delivering quality consumer-driven confectionery experiences for all occasions

Employees: Winning with an aligned and empowered organization, while having fun

Business Partners: Building collaborative relationships for profitable growth with our customers, suppliers and partners

Shareholders: Creating sustainable value

Communities: Honoring our heritage through continued commitment to making a positive difference” (About The Hershey Company, 2009)

2. Ansoff’s matrix:

First coming to Vietnam is the reason for us to penetrate market of Hanoi and HCMC, which are the two current markets that Hershey has before Hershey Vietnam is established via some import companies. Another reason is that we want to have strong focus on these markets

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prior to target others for the purpose of ensuring the stability of development for the year 2011.

3. Objectives for year 2011 operation Market share objectives: beginning with the introduction stage, introducing and getting

acceptance from customers will cost large amounts of money and time on advertising and promotion. However, Hershey Vietnam will strive to be the brand leader in Vietnam chocolate market by capturing more than 50% of the market share by the end of 2011.

Sales and profit objectives: At the end of 2011:o Gaining total sales of $ 8million

o Generating profit of $ 2million

In 2011, Hershey will succeed in building brand recognition and customers’ awareness:

o To grow: Hershey is everywhere, covering every supermarket, wet market,

grocery shop, small candy shop.o Brand awareness: “Mention chocolate, referring to Hershey”. Hershey will

increase brand awareness about advantages and necessity of chocolate by TV advertising and organizing an event in Diamond plaza talking about ‘Chocolate and your health’.

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Segmentation, Targeting and Positioning

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1/ Segmentation:

2/ TargetingOur target customers are those who are middle class people. Indeed, the wealth of

Vietnam’s middle class is accelerating thanks to the country’s rapid development (McCool

Hershey's products appear in every supermarket and local shops which are mainly located in major provinces or cities, such as Hanoi and HCMC, because these cities have better economic condition, so they have higher demand.

Income: We provide the diversity of customers who have income from medium to high with wide ranges of products.

Social class: our offerings respond to the demands of various classes from middle class group to the upper one. Personality: consumers can choose their favorite taste with various flavors, e.g. sweet chocolates, dark chocolates or a combination of chocolates and almonds.

Occasion: we make sure the availability of products for the whole year round. Especially, on Valentine day and Women's day, we offer consumers a greater number of chocolates together with special packaging changes.

Geographic segmentationDemographic segmentation

Psychographic segmentation

Behavioral segmentation

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2006). Moreover, Vietnamnet (2006) after analyzing consumer trends driven by middle class points out that ‘Convenience foods and products viewed as healthy will drive growth in the industry’. Those prove that the growth of this market is extremely high.

Our main rivals, like Mars, have not had strong marketing activities which indicate that the chocolate business in Vietnam is a potential market that has not been exploited. In other words, the appearance of Hershey’s will be outstanding and wake up this implicit market. Furthermore, Hershey is in the introduction stage of product-life cycle as it has just officially come to Vietnam. Therefore, the most suitable strategy would be niche marketing where Hershey focuses on only one segment, middle class people to deliver customer’s satisfaction more efficiently.

3/ Positioning1. Competitive advantages:

Product differentiation:

East Asian people, including the Vietnamese, refer colorful display in packaging (Kotler et al

2008). Also, Hershey’s rivals choose colorful package design. However, Hershey package is

different with a simple bar and white brand name on it.

Image differentiation:

As recognized as a famous brand for doing charity and establishing school for homeless children,

Hershey is successful in positioning its image among its rivals. In other words, choosing

Hershey’s chocolate is the way that customers can involve in assisting the school’s operation and

helping these students.

2. Overall positioning strategies:Hershey chooses “more for more” strategies. Although Hershey costs quite high for a chocolate

bar, it is a suitable price due to high standard of products and many certificates proving the safety

for consuming.

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3. Positioning map:

VIETNAM BRANDS

HERSHEYFOREIGN BRANDS

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Marketing Mix Strategies

1/PRODUCTS:

a/ Product levels:1. Core benefit: Chocolates are convenience products, because everyone can eat chocolates

whenever they want them. Moreover, for those whose favorite food is chocolate, eating chocolate will satisfy their needs.

2. Actual products: Brand name: Hershey is a well-known brand in the chocolate industry. This is partly due to

Hershey’s philanthropy in helping homeless children and high quality products. Many customers choose Hershey as their favorite brand to some extent that they can help these students.

Quality:o Many good quality recipes are created for customers. Besides, allergies are taken

seriously during the production process to ensure that consumers will not suffer allergies.

o There is a consistency of quality in every product supplied.

Packaging: All packages are simple, wrapped in many sizes and made easy for customers to split. In each package, all useful information about the ingredients is provided so that customers can control their nutritional intake as using.

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Design: The design is quite simple with the brand name stamped directly in each chocolate bar.

Features: o There are many fat-free products for dietitians to freely eat Hershey’s chocolates

without caring about the levels of cholesterol and fat, such as Hershey’s dark chocolate.

o There are many flavors for customer’s choices (line extension), such as milk

chocolate, pure-dark chocolate, and chocolates with almonds.

3. Augmented: Hershey’s products are distributed widely in many places to make it convenient and available for consumers to buy.

b/ Product improvement:

Hershey’s products will be free and just-in-time delivered if customers buy chocolates online through Hershey’s website (www.hersheyvietnam.com). Hershey treats any complaint of customers as valuable contribution that aid in improving our products. Hershey will attract target

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customers by introducing Hershey’s bundle products on holidays, like Valentine day and Women’s day.

Hershey Vietnam will import more chocolates from the parent company to vary the products and introduce additional brands (Hershey’s SKOR, Health and Symphony). By doing that, Hershey’s chocolate bars can appeal to everyone’s taste and create more choices for consumers. This could lead to growing sales.

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2/Price

1. General pricing strategy:

Hershey will apply two general pricing strategies, Valued-based pricing and Competition-based pricing together to bring the final reasonable and profitable price. First, we analyze our competitors’ prices. Hershey products will have the prices that lower than foreign chocolate brands competitors but higher than Vietnamese brands. After that, we will base on the value that customers perceive our products to give the final number of the prices.

For example, a Guylian 200gr chocolate bar has a price of 53.000VND and a Vifranco 200gr chocolate bar has a price of 25.000VND. Then Hershey’s price will be lower than 53.000 VND and more than 25.000VND. After that, as our customer perceive our products are high quality, so we will take a price of about 45.000VND.

2. Product Mix-Pricing strategy:

Product-line pricing: Hershey sells many lines of products such as HERSHEY'S milk chocolate bar, HERSHEY'S EXTRA DARK or HEATH toffee bar. In each line, customers have three choices of products: big size (500gr), normal size (200gr) and small size (100gr). This will give customers more options to suit their needs. Furthermore, the price of bigger size will be cheaper than small size based on average price on weight. For example, a 100gr chocolate bar costs 25.000VND, but 500gr one costs 100.000VND (which means 20.000VND/100gr).

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Product bundle pricing: Hershey also offers bundle products at a reduced price, e.g. Family Set, Couple Set, and Happy Birthday Set. These bundles will suit each circumstance for purpose of selling in higher quantity. However, in holidays such as Valentine’s Day or Women’s Day, we will offer bundles with a higher price because of special products (this will be explained more in psychological section later).

3. Price-Adjustment Strategies:

Psychological pricing:

We price the products about 500-3000 VND less than normalcy. Particularly, a bundle of 200.000 VND and a chocolate bar of 20.000 VND will be priced at 197.000VND and 19.500 VND.

In special holidays, we take the prices for special bundles higher. This will drive customers perceiving products with better quality. Moreover, people tend to spend more in these special days, so these are good opportunities to capture profit. For instance, a Happy Birthday set with 5 types of chocolate, if customers buy these 5 types individually, total of them will cost only 220.000VND. However, we change both the design of the packages and the shape of chocolates, and then we charge a higher price of 280.000VND.

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3/Place:Hershey’s chocolates are convenience products. Hence, to ensure the availability of

Hershey’s, our products are delivered widely in many outlets. Hershey will focus on distributing products to big supermarkets such as CoopMart or BigC ang plazas such as Diamond and Parkson.

The relationship with some import companies as mentioned earlier puts Hershey at an advantage in implementing intensive distribution. These wholesalers will deliver Hershey products to many other resellers such as small shops, groceries, or even some street shop. Therefore, Hershey will be able to save time and energy and spread its market widely. This creates the opportunities for customers to catch a Hershey bar whenever and wherever they want.

However, Hershey have not built a good relationship with customers yet, thus our plan is to create our own website (www.Hersheyvietnam.com) to get better communications with consumers as well as other businesses that want to carry our products. Thereafter, consumers are able to purchase or comment products online; businesses (KinhDoBakery, local shops) can order products online. Furthermore, company’s sales persons will proactively contact all prospective

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businesses (Wedding ceremonies in Rex and NewWorld hotel) in order to find more channel members to cooperate and technically stimulate sales.

4/P romotion

1. Advertising:Hershey Vietnam will focus on informative advertising, such as making video for broadcasting on the TV. Through that method, it can bring on Hershey’s message, “Hershey chocolate - sweet of nature”, which means Hershey’s chocolate is good for health as well as environment.

2. Personal selling: Territorial sales force will be established, starting in HCMC for the purpose of persuading, contacting effectively and proactively with some prospective businesses. For example, Rex and New World hotel, they will sell chocolates to couples so that chocolates become gifts for wedding’s guests.

3. Public relations:To make Hershey’s products publicized, Hershey will organize an event in Diamond plaza. In addition, we will be main sponsors for music events at schools, for example, LuongTheVinh high school and RMIT University. With the aim to obtain favorable relationship with publics, this event will show a full line of products and simultaneously present the quality of Hershey’s chocolate by a number of certificates gained from experiences.

4. Direct marketing:Hershey will have its own toll-free number with staff available 24/7 to reply any comment from consumers. Online marketing is another tool to reach customers. We will create our own website www.Hersheyvietnam.com for end-users to purchase Hershey’s chocolate bars without going anywhere. It also is a tool for us to interact with business customers effectively (Business to business).

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Action PlanTime Department

responsibleTasks Budgets

($USD)

January Management

Get business licenses: contact law agency Babylon, to acquire 5 years chocolate business license, SignUp seals business circles in the police, Sign up tax codes with tax authorities, Register import and export code at Department of Planning and Investment HoChiMinh City and other requirements of Vietnamese government.

3000

February Marketing Do Market Research competitors’ prices and set our products’ prices

750

March

Management Leasing office in SunWah Tower: contact with Mr. Khang phone no. 0906600718 to lease grade A office at Sun Wah Tower

4200

Marketing

Contract with Vinalink for importing, storing and distributing products

9000

Contract with billboards owners and posters producer 4000

Contract with HTV7 and VTV3 for advertising on TV 5000

April

Marketing

Contract with HoangGia Event Company: Set and run Opening day celebration

3000

Contract with Insurance brokers MarshVietnam and ACB bank

1500

Contract with Renesas the design company to prepare advertisement on TV, Billboards and posters

12000

Management Purchase office facilities: contact with PROCE luxury office furniture office supplier HoaDiep Company.

5000

Human Resources

Hiring and training: LongHoang security group, employees and train them to suit company’s work term.

1000

May

Marketing Sale Force Contact with supermarket and shops 300

Management Get imported product, store in Vinalink’s warehouses. Use Delivery service of Vinalink to transport product to wholesalers.

3000

Marketing Contract with newspaper, magazine and TV channel to announce our appearance in Vietnam market.

1000

June Management Import more products via Vinalink’s services 7000

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July Marketing

Create new video advertising and Running advertising activities on TV ( paid in March)

11000

Contact with HTV7 and VTV3 to change advertisement.

3000

August Marketing Establish customer phone service Toll free number 6000Septembe

rMarketing Create website www.hersheyvietnam.com 300

October Establish online customer service force and website maintenance

8000

November Management Sale force do customer satisfaction survey and set new price

7000

December Marketing Presentation about ‘Chocolate and your health’ at Diamond plaza

500

Main Sponsor for music event at school, 4000Total $99,550,000

ControlTo make sure that all process of marketing plan going well, we apply some methods that help to analyze current situation right away:

Sales report (weekly)

Performance of promotional activities report (monthly)

Competitors’ actions report (weekly)

Observation and evaluation of our channel members’ reports (monthly)

Distribution and quantity report (daily)

Feedback from customers’ survey (quarterly)

Customer relationship report (monthly)

Through evaluations and benchmarks above, we can see clearly every activity. If there is any problem, it will can be recorded and resolved immediately.

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Reference ‘About The Hershey Company’ 2009, Hershey, 14 July, viewed 30 August 2010,

<http://www.thehersheycompany.com/about/> ‘ACCESSIONS: Viet Nam’ 2007, World Trade Organization, viewed on 1st September

2010, <http://www.wto.org/english/thewto_e/acc_e/a1_vietnam_e.htm> ACNielsen 2008, Grocery Report 2008, ACNielsen Vietnam, Vietnam Chocolate as Health Food’, Preventdisease.com, nd, viewed 21 August 2010,

<http://preventdisease.com/home/tips53.shtml> Emerging middle class drives consumer trends’ 2006, Vietnamnet, 16 June, viewed 19

August, 2010, <http://english.vietnamnet.vn/biz/2006/06/582689/> ‘Hershey homepage’ 2009, Hershey, viewed 21 August 2010, <www.hersheys.com>. Hooper, L, Kroon, P, Rimm, E, Coln, J et al 2008, ‘Flavonoids, flavonoid-rich foods, and

cardiovascular risk: a meta-analysis of randomized controlled trials’, The American Journal of Clinical Nutrition, vol.88, no. 1, p. 38, viewed 21 August 2010, Proquest database.

King, V, Nguyen, M and Nguyen, P 2007, ‘Professional Middle Class Youth in Post-Reform Vietnam: Identity, Continuity and Change’, Modern Asian Studies, vol. 42, no. 4, pp. 783-813.

Matthaes, R 2009, ‘6 xu hướng tiêu dùng lớn ở Việt Nam’, VnEconomy, 29 January, viewed 30 August 2010, <http://vneconomy.vn/20090129095857756P0C19/6-xu-huong-tieu-dung-lon-o-viet-nam.htm>

McCool, G 2006, ‘Middle class in Vietnam likes to buy things, too - Business - International Herald Tribune’, The New York Times, 9 October, viewed 19 August 2010, <http://www.nytimes.com/2006/11/09/business/worldbusiness/09iht-vietnam.3465656.html>

McCormick, LW 2008, ‘Hershey's Says Chocolates Are Safe from Chinese Melamine Scandal’, Consumer Affairs, 30th September, viewed on 1st September 2010, <http://www.consumeraffairs.com/news04/2008/09/chinese_formula06.html>

‘QUY ĐỊNH HẢI QUAN MỚI CỦA LI-BI’ 2009, Vietnam Embassy in Libya, 21 September, viewed 20 August 2010, <http://www.vietnamembassy-libya.org/vi/nr070521165843/nr090812085335/ns090921234110/newsitem_print_preview>

Schmidt, P 2002, ‘Chocolate's Potential Health Benefits – and its Effect on Chronic Fatigue Syndrome Patients’, ProHealth, 29 March, viewed 30 August 2010, <http://www.prohealth.com/library/showarticle.cfm?libid=8326>

Shattuck, A 2008, ‘The Financial Crisis and the Food Crisis: Two Sides of the Same Coin’, Food First, 24th September, viewed 1st September 2010, <http://www.foodfirst.org/en/node/2252>.

TNS 2007, VN Consumer Future TNS 2007, TNS Vietnam, Vietnam

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TNS 2008, Consumer Trends Vietnam TNS 2008, TNS Vietnam, Vietnam ‘Vietnam's population in 2010’ 2010, True Knowledge, viewed 30 August 2010,

<http://www.trueknowledge.com/q/vietnam%27s_population_in_2010>