Tài liệu Marketing plan for launch ''basic instinct'' tour in olg corp

ACKNOWLEDGMENT This project is completely difficult to me because it’s a quite new ideas and different from my knowledge and experience. I extend my appreciation to those who help me with their precious comment and constructive suggestions to this project:  Dr. NGUYEN DUC TRI gave me really useful advices to finish this project effectively.  I am truly indebted to Mr. PHAN LE DUNG, my mentor, for his wide knowledge, experience and support in improving the project quality.  My colleges for their sharing and understanding due to my hard time to finish this project.  My family, for their deep understanding, patience and moral support during my studying time. Ho Chi Minh City, December, 2010. DANG THU HUONG TABLE OF CONTENT EXECUTIVE SUMMARY ......................................................................... 3 1 INTRODUCTION ............................................................................ 4 1.1 1.2 1.3 2 LITERATURE REVIEW .................................................................... 5 2.1 2.2 3 Hypothesis ........................................................................................................... 12 Research methodology ......................................................................................... 12 Questionnaire design............................................................................................ 12 Sample size and sampling frame ......................................................................... 13 Findings and analysis ........................................................................................... 13 Research outline ................................................................................................... 16 SITUATION ANALYSIS................................................................. 16 4.1 4.2 4.3 5 Marketing planning process ................................................................................... 5 Instinct and sexual tourism .................................................................................. 10 RESEARCH DESIGN...................................................................... 12 3.1 3.2 3.3 3.4 3.5 3.6 4 Rationale of the project .......................................................................................... 4 Scope of the project ............................................................................................... 4 Limitation of the project ........................................................................................ 4 External analysis .................................................................................................. 16 Internal analysis ................................................................................................... 24 SWOT analysis .................................................................................................... 25 MARKETING STRATEGY .............................................................. 26 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 Marketing objectives............................................................................................ 26 Segmenting .......................................................................................................... 27 Targeting .............................................................................................................. 28 Characteristics of target customers ...................................................................... 29 Positioning ........................................................................................................... 29 Marketing Mix ..................................................................................................... 30 Budgeting ............................................................................................................. 36 Implementation and Control ................................................................................ 37 6 CONCLUSION .............................................................................. 38 REFERENCE ....................................................................................... 39 APPENDIX ......................................................................................... 40 LIST OF TABLES AND FIGURES Figures and tables Content Figure 1 Philip Kotler’s marketing planning process Figure 2 Vietnamese population growth rate Figure 3 Porter’s forces model Figure 4 Break-even Analysis Table 1 Vietnamese age group Table 2 Fix a price base on cost Table 3 Sales Forecast Table 4 Marketing Expense Budget Table 5 Milestones 3 EXECUTIVE SUMMARY Title: Marketing plan for launch “Basic Instinct” tour in OLG corp. Problem: What should be marketing plan for the sort of sexual tour to be accepted in Vietnam tourism market? Purpose: The aim of my project is to analyze the tourism market in Vietnam together with consumer purchasing behavior of Vietnamese couples regarding to sex health and tourism in order to create the marketing plan towards marketing mix (4Ps) for launch “Basic Instinct” tour in OLG corp. in Vietnam. Method: This project will be mainly focused on the information gathering from the primary data by conducting questionnaires distribution to gain the insight information for this market. Moreover, the researchers realized that the secondary data can give us the general overview for this market. The theoretical framework is based on “BUSINESS STRATEGY - The art, Science, and Craft of decision making” book by Philip Kotler (1988). This framework illustrated the outline of marketing planning process for service organizations. It consists of 5 steps, beginning with the market & environment research. After fixing the targets and setting the strategies, they will be realised by the marketing mix in step 4. The last step in the process is the marketing controlling. However, the step 4 of formulating marketing objectives and strategies will be focused. Conclusion and Recommendation: As the rapid growth of tourism market in Vietnam, many companies would like to take the opportunity to gain the market value. Orient Lemongrass corp. is known as the tourism company also would like to be in this market that comes with the new tour, launching “Basic Instinct” tour for couple. In order to compete with the existing rivalries, the company should have sustained marketing objective and strategies toward their target customers. Since the “Basic Instinct” tour is considered as the product/service development for Orient Lemongrass corp; therefore, the marketing objective is to promote the tour about value added and benefit of this new tour in order to increase sales volume by 15 percent in one year. Moreover the created marketing plan are compatible with this marketing objective in order to archive the objective. The specific approach for marketing plan will be explained in each element of the marketing mix. DANG THU HUONG – MBMM4 4 1 INTRODUCTION 1.1 Rationale of the project There are many tourism typologies : Sports travel, Zen tourism, Space tourism and others. The trend in combination of tourism and a kind of product or service today seem to be human’s desire. And now, in order to compete with the existing rivalries, OLG - ORIENT LEMONGRASS CORPORATION that has specialized in tourism, is developing the sort of sexual tour that is specialized tour for couples. The intensive knowledge and experiences help us to have the best information about the ideal destination, time and values suitable for special holiday for couples. Problem statement Once the company has taken this tour into its consideration, the company should study about the customer’s needs and behavior towards sex health and tourism. Then, to run it efficiency and gaining a competitive advantage over the competitor, the company create sustain marketing plan over the additional service. Therefore, the problem statement can be stated as “What should be marketing plan for the sexual tourism to be accepted by Vietnamese tourists?” 1.2 Scope of the project The aim of my project is to analyze the t o u r i s m market in Vietnam together with consumer purchasing behavior of Vietnamese couples regarding to sex health and tourism in order to create the marketing plan towards marketing mix (4Ps) for launch sexual tourism in Vietnam. 1.3 Limitation of the project There are limitations concerning this project. The first is that it focused upon the couples in Ho Chi Minh city. Although the response rate was relatively high, the case could not represent the entire the couples in Vietnam. The second concern is of the tool used in the questionnaire. Acquiescence refers to the tendency that respondents reply to a set of questions in a consistent way disregarding the meaning of it. DANG THU HUONG – MBMM4 5 The third concern is that of all respondents. Although, these questionnaires sent out were written completely in Vietnamese (see appendix), there could still be misinterpretation for each question to each respondent. The last concern is qualitative survey. It can make my research on the accuracy limits. 2 LITERATURE REVIEW 2.1 Marketing planning process Fundamentally, marketing planning is a series of activities which are tackled in a logical sequence in a way that leads to the setting of marketing objectives and the devising of programs to meet them. Thus, the marketing plan becomes a framework for identifying where and why marketing resources are going to be allocated, when they are to come into play and how they are to be integrated in order to make maximum impact. The outcome of this process is the strategic marketing plan. The marketing process model based on the publications of Philip Kotler. It consists of 5 steps, beginning with the market & environment research. After fixing the targets and setting the strategies, they will be realised by the marketing mix in step 4. The last step in the process is the marketing controlling. Figure 1: Philip Kotler’s marketing planning process Step 1: Market & Environment analysis The purpose of the first step, the situation review is concerned with evaluating the future prospects of the company. Much of the data collected comes from external sources, and is concerned with the business and economic environment, together with market and competitor analysis ((Hopkins, 1983; Kotler, 1988)). Not only is the current situation analyzed, but also future trends and their significance are considered. Internal sources provide additional DANG THU HUONG – MBMM4 6 information and help to identify the company’s strengths and weaknesses. (SWOT) analysis is to identify the key components of marketing information from the vast amount of the data generated by the marketing audit. By grouping all the salient information under these four headings, it becomes possible for the organization to highlight the external opportunities and threats, and to weight them against its current internal strengths and weaknesses.( (Hopkins, 1983; Kotler, 1988)) The marketing audit and the subsequent SWOT analysis can only reflect reality if some assumptions are made about the future. These might concern the number of the competitors, the political climate, the general economic well-being of certain markets, and so on. Step 2: Fixing marketing target Market segmentation Market segmentation is the process of splitting customers, or potential customers, in the overall market by characterized into separate sets of customers (segments) who have separate identifiable needs. (Hopkins, 1983; Kotler, 1988) There are a number of different ways of identifying consumer market segments in terms of customer characteristics as follow: 1. Demographics Demographics is the study of populations and their characteristic. In consumer service markets, demographics refer to a number of factors including sex, age, family size and etc. 2. Socioeconomic This factor is based on variables such as income levels, education background, social class, ethic origin, and etc. Furthermore, by understanding wider trends in demographics and socioeconomics, the company can predict how future demand might affected. 3. Psychographics This is more developed form of segmenting customers and is concerned with defining people’s behavior and lifestyles. This factor is based on variables such as customer attitudes, underlying personality types, motivation and aspiration. 4. Geography Geographical segmentation is relatively simple and is often among the first approach DANG THU HUONG – MBMM4 7 considered by many services organizations because it can help identify where customers are located and how to reach them. Market segmentation process The segmentation process follows four broad stages as show below. 1. Define the market to be addressed Market definition involves specifying the customer group to which the company is seeking to market its services. Though, choice of a market to be addressed involves a consideration of the following: - Type of customers to be services - Geographic scope - Breadth of services to be provided - Decisions regarding single or multisite distribution - Areas of the value-added chain in which the service organization decides to be involved. 2. List who buys At this process, the factors that outlined above were use to identify who buys product/services of the company. 3. List what is bought A comprehensive list should be made of the characteristics of company services, including the different ways in which they are used, where they are bought (channels), when they are bought, and how (option for payment). 4. Forming segment group At this point, the market research, clustering software, or researchers own judgment were use to combine various factors explained above to identify the target customer of the company. Step 3: Setting marketing strategy Marketing objectives Following identification and statement of key strengths, weaknesses, opportunities and threats, and the explicit statement of assumptions about conditions affecting the business, setting marketing objectives is the most important step in the marketing planning process. The important point about marketing objectives is that they should be about services and markets only. Since change is inevitable, it is necessary for DANG THU HUONG – MBMM4 8 company to consider the two main dimensions of commercial growth, i.e. service development and market development. (Hopkins, 1983; Kotler, 1988) - • Selling exiting services to existing segments - • Developing new services for existing segments - • Extending existing services to new segments - • Developing new services for new segments. Marketing strategies As outlined earlier, marketing strategy is the overall route to the achievement of specific objectives and should describe the means by which marketing objectives are to be reached. (Philip Kotler, 2005) Marketing strategies should state in broad terms how the marketing objectives are to be achieved: - • The specific service policies (the range, technical specifications, additions, deletions, etc.). - • The pricing policies to be followed for service groups in particular market segments. - • The customer service levels to be provides for specific market segments (such as maintenance support) - • The policies for communicating with customers under each of the main heading, such as sales force, advertising, sales promotion, etc., as appropriate. Step 4: Marketing mix The manager should also outline specific strategies for such marketing mix elements in each target market: new products, field sales, advertising, sales promotion, prices and distribution.( Philip Kotler, 2005) In order to be able to satisfy the needs and wants of the market, the organization needs to design a market offering and present it to the market for consumption. One of themost famous tools which could help the organization success the above objectives is the “Marketing Mix”. The term “Marketing Mix” was established by Neil H Borden by his 1964 article, The Concept of the Marketing Mix. McCarthy (1960) grouped the ingredients in Borden’s Marketing Mix into 4 categories which are product, price, place, and promotion. DANG THU HUONG – MBMM4 9 These four elements are necessary for organization to consider in order to success in the marketing. The four elements or “4Ps” are described as per below: 1. Product (or market entity) This element is concerned about the nature of their customers’ requirements. Once the marketers know about the customers’ need, they should have use of this knowledge to design the product or service to meet their customers’ satisfaction. The defining the range of goods or services that will be produced such as for how long they will be produced and how they will be package is also one factor which needs to consider. (McCarthy, 1960) A hotel company might treat each of its hotels as a separate product with its own unique product management requirements arising from its location, the state of the building and its facilities, local competition, and its strengths and weaknesses compared with others in the area. (Brassington & Pettitt 2005, p. 438) 2. Price Because services are intangible, their pricing can be very difficult to set and to justify. (Brassington & Pettitt, 2005) The service providers are completely free to decide their own prices, with due respect to competition and the needs, wants and perceptions of customers. In setting prices, however, service providers can find it very difficult to determine the true cost of provision, perhaps because of the difficulty of costing professional or specialist skills, or because the time and effort required to deliver a service vary widely between different customers, yet a standard price is needed. (Brassington & Pettitt 2005, p. 439) Kotler and Amstrong (2004) refers that the normally people prefer lower price, but for some produce, when the quality is concerned, the low price is no more attractive. 3. Place The third element, place, McCarthy (1960) stated that it refers to the channel or routes of distribution to the market it is intended to use. It includes which type of outlet or physical distribution to be used for introducing the product to their target customers. 4. Promotion The final ‘P’ of McCarthy’s mix refers to all the promotional tools that could be DANG THU HUONG – MBMM4 10 employ to stimulate an interest in the minds of consumers and ultimately an intention to purchase. ‘Promotion’ hence includes a consideration of advertising, sales promotion, direct marketing, public relations, personal selling, and exhibitions/trade fairs. (McCarthy, 1960) In the same direction, promotion is the way that company communicate the benefit or value add of their product or service to persuade the target customer to buy them. (Kortler and Amstrong, 2004) Step 4: Marketing controlling The most important elements of marketing controlling, which are normally tracked, are: budget, financial,sales… The purpose of a marketing controlling is, thus, to pull together all the revenues and costs involved in marketing into one comprehensive document. It is a managerial tool that balances what is needed to be spent against what can be afforded, and helps make choices about priorities. It is then used in monitoring performance in practice. 2.2 Instinct and sexual tourism The strongest of all instincts is admittedly that of Self-Preservation. The second strongest instinct is the sexual, or the instinct of propagation. These are fundamental and permanent, whether consciously recognized or not.(James.F.Scott, 1930) Sexual which always do increasing in inquiring in 2 sexes, was proved to occur since human was born till die. To reach the age of puberty, human really has expressed a sexual desire and depend on by ages, the sexual desire will have different levels. In reality, there’s no age which is too old to make love. With 2 sexes, the improvement in their sexual relationship is very important because sexual help them to strengthen the immune system and their health (James.F.Scott, 1930). People want to experience new feeling in sexual life but most of them are lack of the skill and knowledge to communicate with “partner” about their needs as well as their weak points in sexual or other relevant. Sexual brings great emotion to both parties so they need to care each other. “It will not be good if demands or schedules of parties hinder this relationship. Moreover, if one does not take care on partner or never talk to partner about one’s feeling, the relationship may be affected”. DANG THU HUONG – MBMM4 11 So WHY should have sexual tourism? The idea comes from the fact that lots of couples usually complain about their marriage life especially sex life. Although their health is still good and there is nothing to bored together, many couples find in them the love fire of sex life has been withering year by year of marriage. Moreover, if you're married or thinking about getting married, at some point or another you've wondered what better sex in marriage would be like or how sex in marriage could be improved. Keeping the sexual spark alive in a marriage or in a long-term relationship is easier said than done. (DiscoveryHealth.com) As we know, exploring love is endless because love is vast covering the whole world and couples always want it besides in their life. Day after day following the circle of work and life, their feelings relating to their making love more and more decreasing. So, if they have a chance , they will temporarily to delay their working to have a trip to find out their love feelings. Not only considering the enjoyment of sex as the way to improve quality of life, the problem of safe sexual was considered as the main idea in the modern sexual : that is the choosing sexual behavior that bring the safe, self-proctection and their partner, that not caused the harmful health; emphaszied the personality‘s responsible in their sexual life. According to Wikipedia, many couples in U.S use sex toys to improve quality of sexual life, to break down the boring and to get the satisfaction in mental and physical. So, they usually perform their trips to look for satisfaction in their body– relaxion, stress relief and spiritual satisfaction – a demand of beauty recepting and entertaiment. The receptor on aesthetic value from travel entertaiment hobby services brings travel inspiration in humans. Impression of travel developed by virations, emotions coming from the impact of things, phenomenon at the travel place. These impressions go into tourists memory and reappear regularly. Of all, our company understand tourism as follow: “ Tourism is an activity of man to seek dreams (expectations), memories and pleasures of physical and mental ”. However, the trips was made spontaneously and no science. For this features, our company focused resources and founded the first travel company and unique in Vietnam: the sort of sexual tour - specialized tour for couples. The travel which is expected to satisfy the consumer’ desire, is simple and practical. DANG THU HUONG – MBMM4 12 3 RESEARCH DESIGN 3.1 Hypothesis The problem statement can be stated as “What should be marketing plan for the sort of sexual tour to be accepted in Vietnam tourism market?”. Therefore, a formalized hypothesis is “Besides leisure travel, people can also travel to improve their sex life” 3.2 Research methodology - This research is focused on the information gathering from the secondary data that can give me the general overview for this market. - The primary data is obtained by using a survey questionnaire by distribution to target respondents, who are people having interested in sex health and travel. 3.3 Questionnaire design A survey questionnaire composed with two parts. First part concerns about the purchasing behavior of respondents. This part provides information for the company to design marketing strategies fitting to their target group. (tick boxes). Second part is the profile of respondents which provide general information of the consumer. Part 1 : Customer behavior (Purchasing behavior) This part provided the useful information for OLG about the purchasing behavior of their target customer in the sort of sexual tour in order to create the appropriate strategy to meet the target customer needs. The information gathering from this part illustrated the perspective and purchasing behavior of the couple as one that they were made a decision making together. Part II: Profile of respondents This involve with the profile of respondent to identify the demographic of the couple which is the target customer for the sort of sexual tour in the company. Moreover, the survey question of this part was constituted with the profile of the couple to identify the characteristic of them together. DANG THU HUONG – MBMM4 13 3.4 Sample size and sampling frame Due to limited time, a sample group was selected in carrying out the questionnaire survey. Respondents chosen were the couples traveling in Ho Chi Minh city and the couples coming in counseling center and condom shop. The sampling frames of my questionnaire are as below: List 1. Target respondents 2.Distribution of questionnaire Detail - Customers who have interested in sex health and travel - Questionnaire were sent at counseling company and condom shop collected by hired surveyor. - Questionnaire also sent to the tourists of the co mpan y through e-mail. 3. Number of questionnaire distributed - 150 copies ( 50 copies are sent by e-mail and another 100 copies are distribute at active tours, counseling companies and condom shop) 4. Number of questionnaire responded - 132 copies 5. Duration - 01/09/2010 – 20/09/2010 3.5 Findings and analysis The information from the finding is analyzed systematically according to the empirical finding gathering from primary and secondary data. In the secondary data, the information used to identify the structure of tourism market and sex health in order to understand the internal strength and weakness of the company, and to identify opportunity and threat from external environment of this market. On the seminar “ The new research priapism disorder and the solution for couples” which was performed by Bayer Healthcare Company coordinate with the experts in Ho Chi Minh city and Ha Noi, declared : “The newest research on 8.500 male ( Age :18 75 ) in Western society and 5.000 male in Orient society shows that men who are over 40 ages has “Dynamic sexual”. At this age period, the man is very considered important DANG THU HUONG – MBMM4 14 of their sexual life ( Not only for himself but also for his partner ). Besides, based on the report dated 25/5/2010 of the Institute for Social Development Studies (ISDS) that the sexual ability of man the age of under 25 is higer than others group; The marriage group under 5 years is the group having the highest sexual life quality; and the one group over 5 years who have the descreasing sexual life quality. For the primary data, the questionnaire concerned about the perspective of target customers towards sex health and tourism which aiming to create the marketing plan for launch sexual tourism in Vietnam. The primary data from the questionnaires is interpreted in quanlitative on the following: Profile of the respondents and consumer behavior The frequency and percentage were employed to analyze the data regarding the characteristics of the respondents and their behavior that influence the decision to select sexual tourism. Customer characteristic Variable Age Marital status Income (millions VND) Occupation DANG THU HUONG – MBMM4 Result Under 25 : 5,4% 25 – 34 : 36,5 % 35 – 44 : 17,6% 45 – 54 : 18,9% Over 54 : 20,3% Single: 2,3% Married/Living together: 97,7% Under 5 years: 2,3% 5-9 years: 48,8% 10-14 years: 33,3% Over 15 years : 15,5% Under 200: 2,3% 200-299 : 50% 300-399:32,6% 400 and over: 15,2% Sale employed : 20.5% Sales and office: 25,8% Technical/professional Interpretation -> The age range of respondents almost over 25 -> Almost the respondents are married over 5 years. ->It means that the tour is suitable for respondents who have income over 200 millions VND Most of respondents have socioeconomic background. 15 : 23,5% Retired 9,1% Other 21,2% Customer behavior Result Less than 2 times: 12,1% Over 2 times: 87,9% Variable Traveling Sex health Reaction Purchase Interested Product Counsellor:28% Products support: 40,2% Medicine: 53,8% Foods: 71,2% Other: 15,2 % Shocking : 3% Atractive : 58,3% Normal: 37,9% Not attractive at all: 0,8% Very interested : 5,3% Interested: 77,3% Not sure: 17,4% Not at all: 0% Price (millions VND/couple) Under 10 : 14,4% 10-15: 73,5% Over 15: 12,1% Promotion (purchase influence) Commentary: 17,4% Word-of-mouth : 94,7% Television/radio: 68,9% Internet : 84,1% Distribution (payment) E-Banking : 28% Cash: 67,4% Credit card /ATM: 4,5% Product Products characteristic support Neutral : 59,1% Attractive : 30,3% Less attractive : 10,6% Neutral : 13,6% Attractive : 68,9% Kegel exercises DANG THU HUONG – MBMM4 Interpretation Almost respondents show that traveling twice a year Most of respondents use foods and medicine for improve their sex life. It means that the tour is attractive for respondents Almost respondents are interested in this tour Price is suitable for the tour around 10 – 15 millions VND/couple Word-of-mouth and Internet are two way of communication the most influence to customers Cash is always suitable for payment in Vietnam. EBanking is noticed. Respondents feel normal for products support. It is really attractive most of 16 Customer’s desire Not attractive at all: 1,5% Very attractive: 15,9% Meals Neutral : 34,1% Attractive : 50% Less attractive : 1,5% Very attractive : 14,4% Psychoanalyst Neutral : 40,2% Attractive : 25,0% Not and less attractive : 25% Very attractive: 9,8% Romance: 62,4% More time together and better sex : 74,7% Experiencing different cultures: 44,5% Relax/sightseeing: 58,4% Other : 9,8% respondents. Most of respondents like meals. Respondents feel normal for psychoanalyst. Respondents want romance and relax/sightseeing for their travelling. Nearly 75% of respondent need better sex and more time together in their trip. 3.6 Research outline This project will be mainly focused on the information gathering from the primary data by questionnaire distribution to gain information for sex health and tourism market and very useful for the target market. Moreover, the secondary data give me the general of overview for sex health and tourism market. This project consisted of 4 parts: Situation Analysis; Marketing objectives and strategies; Budget and Financial projection; Implementation and Control. However, the part of marketing objectives and strategies will be focused. 4 SITUATION ANALYSIS 4.1 External analysis 4.1.1 General market information The booming of Vietnam tourism marketing has created many favorable conditions for a lot of players join in and to share the market. DANG THU HUONG – MBMM4 17 4.1.1.1 Market trend Nowadays, most of tourists in general and most of couples in particularly like to take high quality tour. Although price is higher, this kind of tour is prioritily selected for its being suitable and full quality meals, etc. And tourism market is occuring high class with request for special tours, unique tours such as Zen tourism, Sport travel, “Divorce tourism” in India, Saigontourist with "Premium Travel" program – high price travel service for customers’ demands, or Will – professional in high quality tours – has tens luxury flexible tours to serve customers. Especially, recently, Fiditourist has given group of tour named "Highclass tours for individual taste". At the same time, Vietravel has designed unique Lazy tour group for itself. However, tourists do not like to reuse repeated products but always want to explore, desire for new products, new ideas to satisfy their curiousity. Most of them want to look for satisfaction in their body and mind. In contrast with in the previous time, tourism now not only is a tourist excursion, sightseeing, enjoying but also is to meet some special demands and purposes of tourists. According to a study by U.S magazine Forbes, now world tourism has 5 in 10 development trends, such as: - Be interested in surrounding - Family travel, travel without children - Ask for advice from specialist - Camping travel Especially, those trends are suitable for couples who have slowly lost their sex feeling with each other due to day after day following the circle of work and life. Couples therefore sometimes will put away work to travel to release stress, to get back their sex feeling even to improve their quality of sex. 4.1.1.2 Market growth The tourism market has had steady growth and most of tourists tend to travel with their husband/wife or lover. According to the VietNam National Administration of Tourism (VNAT), the number of domestic tourists is 28 millions in 2010. Moreover, the number of customers using condom and coming counselling company are strongly growing. As Mr.Long, boss of Gspot shop, said “ After opening, first-week sales reached around 1.5 DANG THU HUONG – MBMM4 18 million dong and revenue now exceeds 10 million dong per week” . In addition, Mr.Dinh Doan, director of counselling company, said “Hundreds of customers make calls and come his company everyday”. 4.1.2 Macro environment (PEST analysis) 4.1.2.1 Political Political arena has a huge influence upon the regulation of businesses. It includes government regulations and legal issues under which businesses should operate. The consumer demand may be interfered by both political and legal issues. Nowaday, condom busniness and counselling company that are good for the public and the society, are being encourage to open by the government. Moreover, political environment of Viet Nam. is quite stable. In Vietnam, all major and minor areas of policy are decided and imposed by its one-party communist state. Besides corruption problems, the legislative bodies within Vietnam continuously confirm to guarantee the legal capital and assets of domestic and foreign investors. 4.1.2.2 Economic : Economic factors affect the purchasing power of potential customers and also affect the individual company’s offerings. As a result of opening its economy to the world market in the 1990s, Vietnam’s tourism industry has experienced unprecedented growth (grown nearly twice as fast as GDP in recent years). According to UNWTO (Semone, 2008), the demand for global tourism will double by 2020. In addition, Vietnam has a lot of potential for developing its tourist industry and has also attracted a lot of foreign investors. In 2009 alone, FDI capital into the tourism sector reached 8.8 billion USD, accounting for 41 percent of the country’s total FDI that year. However, Vietnam's consumer price inflation is remaining high at 8.7% in June. Inflationary pressures still remain a threat to the economy. The government is targeting economic growth of 6.5% in 2010 and 7.5% in 2011. The government has repeatedly voiced its intention to focus on economic growth in 2010 and has also been pressuring commercial banks to lower lending rates to support economic growth, which suggest growth will come in higher than previously expected. In our view, DANG THU HUONG – MBMM4 19 infrastructure projects already initiated, such as the construction of a number of ports, roads and thermal power plants, will continue to provide support for the construction industry in 2010. Given Vietnam's increasing need to upgrade its infrastructure in order to sustain its economic growth in the coming years, we are expecting the government to announce more projects going forward. 4.1.2.3 Social/Cultural In the conservative country where sex education is taboo, nowadays, Vietnamese attitudes about sex were changing. There are some condom stores with the variety of condoms opened as a new trend about sex education or sex life. Moreover, more couples struggle with the problem of mismatched sexual desire. It’s the main reason couples seek counseling via counselling companies, TV and radio programs such as “Cöûa soå tình yeâu” (Love window), “Baïn haõy noùi vôùi toâi” (Tell me) of Hochiminh and Hanoi radio.  The population of about 85.846.997 people (in which the number of people living in urban areas is about 29.6%)  Family scale: premium  Marital status: about 73.2% married of total population aged 15 years or older. The number of marriage in urban areas in particular counted for 69.5%.  Ethnic groups : Kinh (Viet) 86.2%, Tay 1.9%, Thai 1.7%, Muong 1.5%, Khome 1.4%, Hoa 1.1%, Nun 1.1%, Hmong 1%, others 4.1% (1999 census) DANG THU HUONG – MBMM4