From Vietnam To The World - Can Viet Brands Make It?
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The passion and ambition are there, but what holds Vietnamese companies back from going international?
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From Vietnam To The World - Can Viet Brands Make It?
- 1. FROM VIETNAM TO THE WORLD CAN VIET BRANDS MAKE IT? Phi Nguyen August 2014
- 2. CONTENT THE INFLATED VIEW THE HARD TRUTH REALITY THE WAY FORWARD?
- 4. 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. 5 TOP 10 VIET BRANDS Rank 2014 Brand 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.
- 6. 6 VIETNAM DIARY PRODUCTS Brands Value 2014 631 Enterprise Value 5,111 12%
- 7. 7 FPT Brands Value 2014 193 Enterprise Value 685 28%
- 8. 8 VIETINBANK Brands Value 2014 117 Enterprise Value 2,945 4%
- 9. 9 VIETTEL TELECOM Brands Value 2014 95 Enterprise Value N/A N/A
- 10. 10 VIETCOMBANK Brands Value 2014 80 Enterprise Value 2,943 3%
- 11. 11 VINAPHONE Brands Value 2014 44 Enterprise Value N/A N/A
- 12. 12 MILITARY COMMERCIAL Brands Value 2014 41 Enterprise Value 672 6%
- 13. 13 SACOMBANK Brands Value 2014 38 Enterprise Value 915 4%
- 14. 14 MOBIFONE Brands Value 2014 32 Enterprise Value N/A N/A
- 15. 15 ASIA COMMERCIAL Brands Value 2014 31 Enterprise Value 681 5%
- 16. FOOD FOR THOUGHT… $78.7bil $2.2bil $424mil $348mil $3.1bil $104.6bil
- 17. REALITY STRENGTH •DISTRIBUTION WEAKNESSES •PRODUCT •PRICE •PROMOTION •SOURCE OF FINANCE •CORPORATE GOVERNANCE •TECHNOLOGY •R&D •MANPOWER
- 18. WHERE TO FROM HERE? FTAs TPP WTO
- 19. 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…?
- 20. FROM VIETNAM TO THE WORLD CAN VIET BRANDS MAKE IT? SOME ARE ON THE WAY! OTHERS? SERIOUSLY! ONLY THE OWNERS KNOW!!!
- 21. THANK YOU! Phi Nguyen phi@nguyenphivan.com