Post on 14-Jul-2015
4
THE TRUTH - VIETNAM IN REGIONAL CONTEXT
Global
• It also makes Vietnamese brands less competitive with other brands that were to
enter Vietnam in the future.
0%
20%
40%
60%
80%
100%
Malaysia Singapore Indonesia Philippines Thailand Vietnam GLOBAL
50% 58%
32%
47% 46%
75%
50%
7%
5%
1%
2% 3%
2%
8% 3%
5%
2%
3% 2%
1%
10%
40% 32%
65%
48% 49%
23% 32%
"UNDISCLOSED VALUE" DISCLOSED GOODWILL DISCLOSED INTANGIBLE ASSETS (exc GOODWILL) TANGIBLE NET ASSETS
• Vietnam’s composition of enterprise value is NOT in line with the global average.
• Vietnam has a very high % of tangible value making it the least intangibles or least
brand driven market in the ASEAN region.
• This is extremely worrying for the Vietnamese brands as it hugely limits their ability
to compete in the region.
5
TOP 10 VIET BRANDS
Rank
2014Brand
Brand Value
2014
Brand Rating
2014
Enterprise
Value
Brand Value
/ Enterprise
Value (%)
1 Viet Nam Dairy P 637 A+ 5,111 12%
2 Fpt 193 A 685 28%
3 VietinBank 117 A+ 2,947 4%
4 Viettel Telecom 95 A N/A N/A
5 JSC Bank CenterCredit 80 A+ 2,943 3%
6 Vinaphone 44 A- N/A N/A
7 Military Commerc 41 A+ 672 6%
8 Sacombank 38 A 915 4%
9 Mobifone 32 A- N/A N/A
10 Asia Commercial 31 A 681 5%
• The brands are relatively weak in Brand Strength. A+ is
the highest brand rating
Date of valuation “ 31st December 2013”
• The Brand values are not very high. Outside the top 3, the
rest are all under US$100mil.
REALITY
STRENGTH • DISTRIBUTION
WEAKNESSES • PRODUCT
• PRICE
• PROMOTION
• SOURCE OF FINANCE
• CORPORATE GOVERNANCE
• TECHNOLOGY
• R&D
• MANPOWER
Health Check Vision &
Purpose
Business
Objectives &
Strategy
Organizational &
People Strategy
70% fail in the transformation process, 85% of which due to leadership John P. Kotter - Havard Business Review
TRANSFORMATION OR…?
FROM VIETNAM TO THE WORLD CAN VIET BRANDS MAKE IT?
SOME ARE ON THE WAY!
OTHERS? SERIOUSLY! ONLY THE
OWNERS KNOW!!!