How to Properly Inform an Employee Regarding Their Evaluation Performance Essay Example for Free

How to Properly Inform an Employee Regarding Their Evaluation Performance Essay The topic scenario chosen is regarding an employee, Maria of Latino ancestry, who filed a complaint that she was unfairly eliminated for consideration of a promotion because of her distinctive accent. The current employee is a second-generation native-born American citizen, holds a graduate degree, have been employed with the company for 10 years and in her current position for seven years. Another employee, Alex an Anglo, is considered for the promotion instead of his fellow co-worker Maria. He holds a graduate degree, but has less time in the same position. He has been evaluated to show signs of advancement and ambition, as well as have a better job evaluation. Maria indicates that she is the only employee of race, color and sex in her current department. She accuses her supervisor, who is a white male, of being bias and claims that was the reason for her lower evaluation. She stated that her supervisor informed her that she was not considered for promotion due to the fear that their clients would have trouble understanding her accent. She alleges that the company is engaging in discriminatory practices. The company argues that Maria is a good employee but is often loud and aggressive in her approach to co-workers and supervisors and has had some problems with attendance and tardiness. Twice her supervisor has counseled her for tardiness, and once for absence, which each time she gave family problems as reasons. She justified that in each case a family member needed help and it was her duty to be there for the family member. When the issue of accent was introduced, it was acknowledged that it was a major consideration but was not because of discrimination. Maria often spoke very rapidly, and her accent made understanding difficult when she did. The company alleges that the ability to communicate clearly was an essential component of the job in question. This topic scenario was chosen so that managers or supervisors learn how to properly address an employee regarding their evaluation results. This topic is important to the study of cultural diversity because due to globalization, managers and supervisors will eventually come across multiple ethnic groups with different cultural backgrounds and nationalities. It is crucial for managers or supervisors to communicate and successfully solve conflict among diverse ethnic employees within a company. The student will expect to find how a manager or supervisor should determine what course of action is appropriate when conflict has risen about race, gender and accent in a company. Information about the EEOC and the law pertaining about this case will be introduced. Evaluation of the steps taken in this scenario will be explained as well as solutions, if any, will be given to properly execute effective communication. Statistical data will be presented about the increase of Hispanic occupation in the United States as well as gender in the workforce. Solutions on to how improve the company and its managers or supervisors will be given in order to prevent future unintentional discriminatory processes.

Total Quality Management at Jaguar UK

Total Quality Management at Jaguar UK The desire to improve efficiency and productivity may be considered as the primary motivation for a company in transferring the manufacturing operations offshore. However, experiences of companies that decided to transfer manufacturing offshore reveal that transferring operations offshore could have negative implications to the business, hence could not guarantee efficiency and productivity improvements. Therefore for Jaguar, keeping the manufacturing operations in the UK may be considered more appropriate. It should be noted that the primary market of Jaguar cars is in the UK, whereby keeping manufacturing operations in the UK may be considered more efficient. Furthermore, other factors that were considered in proposing to retain the manufacturing operations the UK include the following: Firstly, the difference in the time zone in the manufacturing site and the distribution zone could affect effective coordination between manufacturing and sales. Secondly, differences in language co uld create barriers to effective coordination between manufacturing and other departments such as marketing, design, and sales among others. Thirdly, transferring manufacturing operations offshore could increase risks, as the initiative require significant investments primarily for building the manufacturing plant and in purchasing equipments. Finally, transferring manufacturing operations offshore could lead to recruitment and training issues, as the company would be required to recruit and train large number of personnel to man the operations in the new plant. Conversely, rather than transferring the operations offshore, the company may instead consider on adopting quality management tools and approaches to improve its efficiency and productivity. The succeeding outlines proposal for implementing quality management at Jaguar-UK. Furthermore, the proposal includes possible quality management tools and methods that the company may use to improve the business in the UK. Proposal for Implementing Total Quality Management at Jaguar-UK This proposal is presented to your office in an attempt to reverse the company managements decision to transfer the manufacturing operations of Jaguar cars in the UK offshore. Assumption is that transferring manufacturing operations offshore could affect the quality and services of the firm. Rather than transferring the manufacturing operations offshore, the company may instead focus on improving performance through Total Quality Management practices and approaches. As claimed by the Chartered Management Institute (2006), which is a distinguished professional accrediting organization in UK, the successful implementation of Total Quality Management (TQM) can lead to improvements in the quality of products and services, reductions in the waste of resources, and overall increase in efficiency and productivity. Furthermore, as a result of improvements in product and services, firms may be able to develop competitive advantage and eventually increase market share (Chartered Management Institute, 2006). More importantly, implementing TQM also helps improve employee motivation, as TQM programs and practices enforce employee participation and empowerment (Chartered Management Institute, 2006). In view of the benefits claimed by the Chartered Management Institute, Jaguar could greatly benefit from introducing TQM in the organization. For organizations that seek to adopt TQM, the outline of activities provided by the Chartered Management Institute could provide valuable insights. Jaguar Cars could adopt the guidelines provided by the Chartered Management Institute. Accordingly, organizations that seek to implement TQM needs to: Firstly, establish a planning team or a steering committee, which would serve as the lead agent that would drive the organization through the changes. In establishing the steering committee, the organization has to ensure that all sectors of the organization are represented. Secondly, assess the need to change, whereby the organization needs to consider its competitive position and at the same time establish key customers and their respective needs. Thirdly, define the vision, whereby the organization needs to draft a vision statement pertaining to customer satisfaction and quality improvement. Next, describe the standard of service, whereby the organization needs to translate the vision in to measurable deliverables. Then, assess how the organization performs as compared to standards, which involves measuring current performance. Afterwards, conduct a review of the current level of wastage, which involves determining the wastage level in the organization. Next, calculate the current level of costs, which involves assessing the cost mechanism in the organization. After that, decide whether to seek accreditation from third party, which include deciding whether to adopt a quality management system. Subsequently, develop a quality strategy, which involves drafting quality goals and objectives based on the assessment of wastage level conducted previously. Next in line, establish an action plan for change, whereby the organization needs to focus on the organizational culture to be able to implement the changes seamlessly. Then, create education and training plans to introduce the organization to the concepts of TQM, including the basic principles, objectives, and benefits d erived from adopting the philosophy. Next, set priorities for the introduction of TQM focus on selecting priority processes for improvement. Finally, determine goals and criteria for success and this involves establishing measures for success. Using the framework provided by the Chartered Management Institute, Jaguars quest to adopting TQM begins with creating a TQM group or unit in the organization, with a TQM Champion to head the group. The TQM group would be responsible in overseeing all TQM-related activities and programs. Afterwards, the next activity is to conduct an internal assessment to determine areas for change or improvement. The next activity is to create a vision that would serve as the guide for all its quality improvement programs. Subsequently, Jaguar needs to establish standards that would serve as internal benchmarks. Afterwards, Jaguar needs to assess current condition with standards to determine gaps. After assessing current condition versus standards, Jaguar may now proceed to assessing levels of wastage and costs. Once Jaguar completed these activities, the company may now decide whether to seek third party accreditation as a way of strengthening its drive towards the adoption of TQM. Other activitie s involved in adopting TQM into the organization include establishing a quality strategy; developing an action plan for change; creating training plan for workers; and determining quality goals and objectives. After introducing TQM in the organization, the company may now implement TQM programs and practices, which could help improve specific systems and processes in the organization. The TQM programs and practices serve as tools in addressing specific problems and issues in the organization. Assumption is that Jaguar would not have difficulty in adopting TQM, as this concept has been widely adopted by manufacturing firms. The TQM concept was adopted by Japanese car manufacturers such as Toyota Motor Corporation, which is a recognized brand in the global car industry. Among the TQM-related concepts and practices introduced by Japanese car manufacturers is the 5S, which is a philosophy that focuses on the importance of good housekeeping, orderliness, standardization, and discipline in the workplace. Originally, 5S stands for five Japanese words: seiri, seiton, seiso, seiketsu, and shitsuke. The English translations of the five words are as follows: sweep, systematize, sanitize, standardize, and self-discipline. Seiri refers to keeping the workplace clean by sorting and taking away unnecessary things and objects that could block movement and increase chances of errors or mistakes. With Seiri, workplaces are kept clean and tidy, thereby allowing workers to move freely, which could contribute to productivity improvement. An example of a practice related to Seiri in the workplace is keeping removing unwanted items or making the workplace clutter-free. It should be noted that a clutter-free workplace could create a more conducive work environment for the workers and in the process promote a positive work environment that fosters productivity. Seiton on the other hand, refers to keeping the workplace well organized and hence more systematic. With Seiton, everything is kept in proper places, hence reducing time spent for retrieving or getting required materials and items. For example, materials and tools are placed in a specific location; hence facilitate quick and efficient retrieval. Another example of a practice under Seiton is keeping frequently used materials and tools at hand, hence limit unnecessary movement that could affect productivity. Generally, Seiton minimizes waste of time relevant to unnecessary movements or actions that could negatively impact efficiency and productivity. Seiso in particular refers to keeping the workplace always clean by encouraging everybody to clean their respective areas. With Seiso all members of the organization take responsibility in keeping their areas clean by wiping dusts, throwing away wastes, and keeping the floors clean. Under Seiso, every member of the organization is encouraged to make it a practice to begin and end their workday with cleaning their workstations. Meanwhile, Seiketsu refers to standardizing clean-up, which includes defining standards through which workers must comply to. A vital initiative under Seiketsu is implementing visual standards to help maintain orderliness and at the same standardize the workplace. Examples of visual standards include color-coding and visual guides to help enforce compliance. Finally, Shitsuke refers to enforcing self-discipline or commitment to maintain and enforce the first four Ss. With Shitsuke, all members of the organization make it habit to keep the workplace clutter-free, organized, and clean, and at the same time comply with standards. The last S is important, as it determines the continuity of the first four Ss. The 5S framework is generally simple yet effective in improving productivity and efficiency in the workplace. In this regard, Jaguar may consider on adopting this simple practice as a means of minimizing wastes and at the same time improving performance. To successfully introduce 5S to the workers, Jaguar may consider on conducting 5S orientations to formally launch the program. All workers will be scheduled for a 5S orientation on a staggered basis in order to ensure the continuity of the production operations. Aside from 5S, another well-known TQM practice is the Six Sigma, which is also termed as TQM on steroids (Heuring, 2004). Six Sigma was first introduced by Motorola, a world-renowned high tech company (Heuring, 2004). The Six Sigma methodology follows this pattern: define, measure, analyze, improve, and control (Heuring, 2004). Motorola and other large companies disclosed achieving huge savings from adopting Six Sigma into the organization. Motorola in particular revealed saving $16 billion over the last twelve years of implementing Six Sigma practices. Dow on the other hand, reported $1.6 billion in savings from adopting Six Sigma. Ford also disclosed saving $1 billion from adopting Six Sigma into the organization. From the experiences of the companies that reaped hugged savings from adopting Six Sigma, Jaguar may also be expected to achieve huge savings from adopting this particular quality management philosophy. Companies that intend to adopt Six Sigma starts by holding an executive summit, which is a two-day seminar that seeks to formally introduce the concept more particularly to the senior management and leaders of the organization. Motorola originally termed the executive summit as leadership jumpstart event (Heuring 2004). The executive summit is usually conducted or facilitated by consulting firms or professionals (i.e., black belts) that specialize in Six Sigma. More importantly, top management also has to express commitment to the initiative, as effective leadership is essential to the successful introduction of the concept to the organization. In addition, focusing more on encouraging workers to support the adoption of Six Sigma is also essential. In this regard, Jaguar may need on communicating the benefits of adopting Six Sigma as a way of motivating workers to participate and support the program. In closing, the decision to transfer manufacturing operations offshore may have some advantages, but there are also disadvantages to consider. In view of the disadvantages, proposal is to retain the manufacturing operations in the UK and instead adopt total quality management in the workplace to improve productivity and efficiency. Adopting TQM into the organization is expected to result to huge improvements and benefits. The decision to adopt TQM into the organization follows a certain process endorsed by a professional accrediting organization. Among the widely adopted TQM concepts and practices are the 5S, which originated from Japanese car manufacturers; and Six Sigma, which was developed by Motorola. Jaguar could expect to reap more benefits from adopting TQM.

Exemplification Essay: Cruising Should be Banned -- Exemplification Ess

Most of us have enjoyed "cruising" sometime in our lives. For many, it was one of our favorite pastimes. If you lived in the "American Graffiti" era, it was the in thing of to do. I remember when cruising was a popular activity on Main Street in Mesa for many years, until it was banned a few years ago. Now the controversy is over whether to ban cruising on Central Avenue in Phoenix. City officials are trying to reroute the weekend riders to Washington and Jefferson streets. Although cruising may be enjoyable to quite a few teenagers, there is no positive purpose for it. The negative effects of cruising outweigh the reasons for it by far. Cruising should be banned altogether because cruisers have proven to be very loud, dangerous, and a contributor to our pollution problem. I have sympathy for those who live near Central Avenue. The weekends are very noisy in this vicinity. For example, some of the stereos blasting away could accommodate a rock concert. The base volume coming out of these speakers is felt in your heart as you drive along Central...

Hunger in Richard Wrights Black Boy Essay example -- Wright Black Boy

Hunger in Black Boy   Ã‚   In the troubled world in which we live in, it is almost impossible not to find someone who is experiencing hunger in any one of its forms. Whether it is for food, for knowledge, or for love, hunger is everywhere and it mercilessly attacks anyone, young or old, black or white. In Richard Wright's autobiography, Black Boy, Wright suffers hunger for love, hunger for knowledge, and hunger for what he believes is right. A constant need for love and care develops in Richard when he is young. One of the first major events that occur to Richard during his autobiography is the abandonment by his father. As soon as his father leaves him and his mother, Richard begins to be deprived of the love he needs most not only from his father, but also from his relatives, which is evident as he begins to move in with some of them. The only real love and care he receives comes from his mother who stays with him and tries to care for him as much as possible. When he is left at an Orphan Home by his mother while she is working to support her kids, she is allowed to see her children only a minimum of times and when she does come to see him, he says, "I begged my mother to take me away [...] she left and my heart sank" (29). By this quote, Richard shows he definitely needs love and attention from the only source he has of it left: his mother. This is especially obvious because he is being deprived of this lo ve so he does not take it for granted like most other people do, and when he gets some, he appreciates and values it more. Richard's possession of love is especially evident when he attends church with his mother. The preacher begins to persuade the mothers in the crowd to take their children into ... ...s for him by driving him to work (Proverbs 16:26), Richard's hunger drives him to continue "laboring" to reach his dreams.    Works Cited and Consulted: Appiah, K. A. and Henry Louis Gates, Jr., eds.   Richard Wright: Critical Perspectives Past and Present.   New York: Amistad Press, 1993. Bloom, Harold, ed. Modern Critical Interpretations. New York: Chelsea, 1988. Bone, Robert.   "Richard Wright."   Scribner's American Writers: A Collection of Literary Biographies. Vol. 4.   New York: Charles Scribner's Sons, 1974.   McCall, Dan.   "Wright's American Hunger."   Appiah 259-268. Skerrett, Joseph T., Jr. "Wright and the Making of Black Boy." in Richard Wright's Black Boy:   Modern Critical Interpretations.   New York: Chelsea House, 1988. Wright, Richard.   Black Boy.   Ed. Ellen Wright.   New York: HarperCollins Publishers, Inc., 1993. Hunger in Richard Wright's Black Boy Essay example -- Wright Black Boy Hunger in Black Boy   Ã‚   In the troubled world in which we live in, it is almost impossible not to find someone who is experiencing hunger in any one of its forms. Whether it is for food, for knowledge, or for love, hunger is everywhere and it mercilessly attacks anyone, young or old, black or white. In Richard Wright's autobiography, Black Boy, Wright suffers hunger for love, hunger for knowledge, and hunger for what he believes is right. A constant need for love and care develops in Richard when he is young. One of the first major events that occur to Richard during his autobiography is the abandonment by his father. As soon as his father leaves him and his mother, Richard begins to be deprived of the love he needs most not only from his father, but also from his relatives, which is evident as he begins to move in with some of them. The only real love and care he receives comes from his mother who stays with him and tries to care for him as much as possible. When he is left at an Orphan Home by his mother while she is working to support her kids, she is allowed to see her children only a minimum of times and when she does come to see him, he says, "I begged my mother to take me away [...] she left and my heart sank" (29). By this quote, Richard shows he definitely needs love and attention from the only source he has of it left: his mother. This is especially obvious because he is being deprived of this lo ve so he does not take it for granted like most other people do, and when he gets some, he appreciates and values it more. Richard's possession of love is especially evident when he attends church with his mother. The preacher begins to persuade the mothers in the crowd to take their children into ... ...s for him by driving him to work (Proverbs 16:26), Richard's hunger drives him to continue "laboring" to reach his dreams.    Works Cited and Consulted: Appiah, K. A. and Henry Louis Gates, Jr., eds.   Richard Wright: Critical Perspectives Past and Present.   New York: Amistad Press, 1993. Bloom, Harold, ed. Modern Critical Interpretations. New York: Chelsea, 1988. Bone, Robert.   "Richard Wright."   Scribner's American Writers: A Collection of Literary Biographies. Vol. 4.   New York: Charles Scribner's Sons, 1974.   McCall, Dan.   "Wright's American Hunger."   Appiah 259-268. Skerrett, Joseph T., Jr. "Wright and the Making of Black Boy." in Richard Wright's Black Boy:   Modern Critical Interpretations.   New York: Chelsea House, 1988. Wright, Richard.   Black Boy.   Ed. Ellen Wright.   New York: HarperCollins Publishers, Inc., 1993.

What do you want for Christmas Essay -- Essays Papers

What do you want for Christmas â€Å"Attention holiday shoppers, don’t miss your opportunity to have your picture taken with Santa and his Elves. And today only Macy’s special holiday sale†¦Ã¢â‚¬  Think back to last year. For the Holidays what did you give and what did you get? I can almost guarantee you that for the gifts you bought you either spent long hours searching a department store or long hours racking your brain for what to buy. The perfect gift, where can I get it? And how much will it cost? Why is it that we can’t just tell someone how much we care? Corporations in our society have placed such an emphasis on finding the perfect gift that we can no longer settle, for homemade toys. As a child what is it that you actually understand? Is it the meaning of the holiday or what the holiday brings to you? I can recall as a child running down the stairs to peek at what Santa had brought me. According to my religion, Christmas was meant to be a celebration for the birth of Jesus. Instead it has become a commercial holiday based upon how much we spend on each other. We have put aside traditional values for the most part, by masking them with material gifts. Consider this. Is it any coincidence that most stores do a majority of their business between November and February and several major holidays fall in this range; Thanksgiving, Christmas, Hanukkah, New Years and Valentine’s Day. What about Black Friday, the busiest shopping day of the year? On that day billions of people across our nation leave their homes to flood the malls in search of Christmas or Hanukkah gifts. This holiday season has been predicted to bring in over $180 billion. Each year the annual holiday sales rise by approximately 5%. (CNN) Stores explo... ... newer products to draw us in. If we don’t go all out for the Holidays we too will become Ebinieser Scrooge or the Grinch who Stole Christmas. Our corporations have set the standards for our holiday shopping. It is something that you cannot escape. Our corporate giants have told us that in order to tell someone you care, you must go out and spend. â€Å"Those who have the money make the rules.† It just so happens that the ones with the money are the heads of the exact companies that you go to, with your holiday needs. They call us to their stores to shop, and like zombies we go. Trudging through the stores on our mission to buy the perfect gift and to spend, just as we have been told. Works Cited Retail Insider. Executive Decisions Systems Inc. October 1994. Lenihan, Rob, Black Friday Brings out Green. CNN America, INC. New York, November 25, 1999.

Cultural Anthropology Midterm Study Guide

Anthropology 2 Midterm Study Guide: Professor Li Zhang Midterm Date: October 30, 2012 Week 1 What is the scope of cultural anthropology? Discuss its focus of inquiry, approach, and major changes over time. ?Cultural anthropology is concerned with the nature and extent of social and cultural differences among different societies. Focus on Inquiry: Why there are different cultures and how they came about and are affected or changing. Focus on Approach: Approaches could be urban, political, legal, medical, psychological, environmental, feminist, etc. Goals: ?Understanding how differences among societies are shaped. Understanding the unequal power relations between societies produced by colonialism, imperialism and contemporary global practices. ?To compare the perspectives of different societies and how each of them interprets the world. Changes in cultural anthropology over time: ?Used to be a way to proves inferiority of others and justify oppression and ethnocentrism. Now its mostly about being critical of inequality, ? We also do fieldwork in western, ‘developed’ countries. ?There is more globalization now. ?Early anthropology focused on studying isolated, tribal societies. ?Over time they began to study large urban industrial societies. Today the scope of cultural anthropology has expanded into various subdivisions, such as urban political, and medical. Compare the two major schools of early anthropological thought: British social anthropology and French structuralism in terms of their primary concern and focus. British Social Anthropology: ?Emerged in early 20th century. Main founding figure was Malinowski. ?Radcliffe-Brown, Evans-Pritchard, Gluckman, and Leach also were important figures. ?Two theoretical foundations were functionalism and structural functionalism: 0Functionalism – Explanation of why certain social institutions exist. Explains the cultural responses to basic individual needs that are biological and/or physiological. 0Exa mple: cannibalism may be explained through a survivalist function ?Structural Functionalism – Concerned less with individual needs and actions and more with the place of the individuals in the social order. ?Figures out the relationship of individuals to the larger social body. ?Example: Cannibal Tours – colonists arrived and stripped villages of sacred objects and introduced European monetary system to make the villagers subordinateDuring these early years, social anthropology was deeply intertwined with the British colonial government that provided the financial support for research and teaching in anthropology. The primary interest was in Africa – to study their languages and generate knowledge about their political and legal systems. French Structuralism ?Primary figure in school of thought is Levi Strauss. ?Focused on the elementary structures of kinship, mythology, and language. ?Some concerns include the patterns or underlying structures and how seemingly unrelated things may actually be from a complex system of interrelated parts. Form is emphasized over content. ?The internal logic of a culture and its relationship to the structures of human society and human mind. Comparison: ?Both schools of thought are concerned with studying the structure and layout of the society. ?British social anthropology is concerned more with the relation of the individual to society while French structuralism is concerned with how individuals are connected to one another to form the society (mythologies, language, human mind). Week 2: How does Edward Taylor define â€Å"culture†? Discuss the four key aspects of culture by providing one example for each aspect. Examples can be drawn from the readings, films, or other sources including your own observation. British anthropologist Edward Taylor defines culture as: â€Å"a complex whole which includes knowledge, belief, arts, morals, law, customs, and any other capabilities and habits acquired by a man as a member of society. † The four elements of culture are: 1. Culture is learned. ?Culture can be learned consciously and unconsciously through interacting and imitating the people around us. It can happen in informal settings such as your home, or formal places like churches and schools. Example: as children we learn to imitate words we hear adults speak and learn to speak the language. Proper etiquette is taught by looking at how others behave or from interacting with people who teach it to them. 2. Culture is shared. ?Members of a group share common beliefs, values, memories, and hope. ?Example: American culture is identified with individualism, while Chinese culture is identified with collectivism. This difference can be seen through the food and meals they choose. Americans usually don’t like to share their meals and order individual plates while the Chinese typically share their food and eat family-style. Example: â€Å"Eating Christmas in the Kalahari† by Richard Lee 0For Christmas, Lee buys the largest ox to show his gratitude for the Bushmen’s hospitality during his stay. He becomes confused when everyone in the village says that the ox he bought was no good and that is has no meat on it. 0In Bushmen village, it is part of their culture and tradition to insult each other so that people don’t become arrogant. Lee learned this by asking the Bushmen about it, showing how culture is shared by communication and interaction. 3. Culture is symbolic. Creation of culture depends on the human’s ability to use symbols and be able to have symbolic thought. ?We are able to give meaning to a thing or event and grasp the meaning. It can be arbitrary and conventional and depends on the social context that is widely accepted by society. However, the context can vary for each society. ?Examples: -McDonalds has become a symbol of fast food and unhealthy eating in America, but it is viewed as high class and modern in China. ?Colors tend to have symbolic meanings attached to them. Red represents love, yellow represents life, black represents death, etc. . Culture is dynamic. ?Culture isn’t a static cage to lock people in. It is something that changes over time. ?People use their culture creatively and actively instead of rigidly following the rules. ?There are some differences in culture between groups and societies, but the differences aren’t absolute. ?Cultural hybridization allows different cultural traditions and practices to merge together. 0Examples: – Food culture: fusion of food features a combination of different elements of cultures from all over the world. – Western psychotherapy combines Buddhist meditation with western psychology.What is ethnocentrism? Why is it problematic? In your discussion, draw examples from either Bohannan’s â€Å"Shakespeare in the Bush† or the film Cannibal Tours. How would a diffusionist argue against ethnocentrism? Ethnoce ntrism is the tendency to use one’s own culture as a yardstick to measure other cultural practices and beliefs. †¢Tendency for people to see their own culture as superior and natural. People make judgments according to their own cultural lens, giving them a narrow perspective; they see all other cultures as inferior to theirs.Examples: Cannibal Tours: The western tourists continuously compared the natives’ lifestyle to their own and saw their culture as primitive and backwards. They saw the natives as uncivilized and poor people who lacked the technology they possessed back at home. Bohannan’s â€Å"Shakespeare in the Bush†: While reading through Hamlet, both the storyteller and the audience exhibit ethnocentrism. What Bohannan took for granted and viewed as common sense were things that the elders did not understand because it didn’t exist in their culture.Ghosts and the afterlife did not exist in the native’s culture, and young people should not fight against their elders. Elders constantly made remarks about the play as if they knew what was going on, believing that they were telling her the true meaning of Hamlet and how her interpretation of Hamlet is actually wrong. According to Franz Boas, no culture is pure and authentic. Instead, cultural boundaries are porous and cultural exchanges have long existed in human societies. 0Diffusionism shows that all cultures are interrelated to one another, so ethnocentrism does not exist. In Ralph Linton’s â€Å"One Hundred Percent American,† he shows that cultures are not 100% from their own country and that culture is diffused and adapted by various places as part of their culture. What is cultural relativism? Discuss its pros and cons. What is your take on it? Support your argument with evidence and analysis. Cultural Relativism is the view opposite of ethnocentrism: believes that one shouldn’t judge the values and practices of other people accordi ng to their own standards. †¢The main idea is to see things from the point of view of those who live their lives.This allows the anthropologist to fully appreciate another culture. Pros: ?Objective approach in doing research; helps anthropologists another culture more thoroughly. ?Promotes unity between cultures and between groups of people in general since it would help people respect and understand each other. Cons: ?Helps justify controversial practices such as female genitalia mutilation, cannibalism, animal sacrifice, etc. *I am of the opinion that cultural relativism is an important philosophy to apply to any anthropological research, however a delicate balance must always strive to be maintained.To me, respect should always be asserted, but human rights should have authority over political correctness. †-malinowski According to Malinowski, what is a holistic approach to doing ethnographic research and why is it important? What constitutes the proper conditions for ethnographic fieldwork? Explain three central ethnographic techniques (don’t just list them, but explain in greater detail). A holistic approach in doing ethnographic work is to understand a culture as a whole and all aspects are connected/intertwined and must be understood in relation to one another. The goal of the ethnographer should be to provide an anatomy of the culture, understand the facts and put the focus into a broader context. †¢You must understand that all the small institutions of a culture, such as religion, education, kinship, are all related to one another in order to grasp the meaning as a whole. †¢The proper conditions for ethnographic fieldwork is to observe the details of the natives’ family and communal life by staying as close in contact with them as possible and cutting yourself off from the company of anyone else other than the natives.You must immerse yourself into the local society for a long duration because there is a difference b etween sporadic plunging into the company of the natives and really living with them and connecting with them. Three central ethnographic techniques: 1. Observation and participant observation. ?Careful and detailed observation is important to collect data to answer questions, which requires a lot of patience. ?You should try to be objective and keep away from any bias thoughts or else the collected data will be compromised.You must also remember to be invisible and make sure they don’t know they are being observed or else the data will be inaccurate. ?Participant observation is when you participate in events with the natives in order to analyze and take notes. 0This allows you to get closer to the natives and helps you to better understand their culture through your experience and interaction with them. 2. Interviews. ?Interviews involve asking several individual questions to get a better understanding of the culture from a native’s point of view. The goal of the inte rviews is to see a pattern that emerges in the answers you receive. ?Interviews can be informal, semi-structured, or structured. ?Informal interview – an interview that doesn’t follow a straight schedule and takes advantage of the opportunity when it arises. ?Semi-structured / structured interview – interviews that are planned out with the questions you want to ask written down and planned beforehand. 0Semi-structured interviews may have some open ended questions. 0Interviews are the most effective method and are the core of ethnographic research. When you interview people you know, you may get introduced to people that you could possibly interview, and you can therefore gather up more data and opinions for your research. This is called the snowballing effect. 3. Key informants and life histories. ?Also called cultural consultants. These people are important figures that are able to give you more insight and information in various aspects of a culture. 0They are the few people who are willing to tell you more and explain in clear details while incorporating their personal experience to help you understand.Key Informant: Someone you build an amicable relationship with, who acts as a representative of the culture. Generally someone in a high position who will be able to explain the ins and outs of the culture from an intimately informed POV. What are the core issues in the code of ethics for anthropologists (discuss at least three)? Why is it important to follow them? The three core issues in the code of ethics for anthropologists include: 1. Full disclosure. ?It is important for the anthropologist to be open and honest to the people s/he is studying. Must inform them of every aspect of the study and any consequences that may happen as a result of the study. 2. Informed Consent. ?The people being studied must be well informed about the procedure, and the anthropologist must have them sign a paper or ask for verbal consent before proceeding w ith the study. 0This is to make sure that they have fully agreed to the terms and have proof that they have willingly volunteered themselves. 3. Potential Harm. 0It is the anthropologist’s duty to inform the subject of any consequential harm that may come to them. The anthropologist must ensure not to harm safety, dignity, or privacy of any parties involved. ?It is important to follow the code of ethics in order to avoid any lawsuits and also to make sure that the people being studied are well informed and know exactly what they are signing up for so that no harm will come to them. Week 4: Today most anthropologists recognize that race is a social construct that does not have a biological reality. Discuss how Boas and Montagu each defend this view. What evidence from modern genetics does the film â€Å"Race: The Power of an Illusion† provide to further support this position?Franz Boas also referred to as the â€Å"Father of American Anthropology,† talks about ra ce as a social construction in his paper, â€Å"Mind of Primitive Man† ? He believes that racial groups never existed, and that races are not as pure as we imagine them to be because migration patterns in the past intertwined cultures together and created diverse groups of people. ?Boas talks about purity and boundedness, stating that biological significance is only possible when races have uniform, closely inbred groups where family lines are alike. However, these conditions can’t be achieved with humans, especially in large populations. He also argues about the instability of populations, meaning that the physical and psychological attributes of people are dynamic and fluctuate constantly to adapt to various circumstances. 0The biological, linguistic, and cultural traits of people are the product of historical development and the environment. Ashley Montagu in her article, â€Å"The Concept of Race in the Human Species in the Light of Genetics,† uses the idea of cooking an omelet as a metaphor for the making of race. 0When an omelet is made, the end result may all look the same, but the ingredients used to make the omelet may vary.This is the basis for the anthropological view of race in that although groups of people may have different appearances and characteristics, everyone is essentially the same. 0His argument is based on modern genetics, stating that no two humans are genetically identical to one another, therefore races cannot categorize groups of people since they don’t share the same genetic background.  ¦Racial characteristics are artificial and have no genetic base. Example of the use of modern genetics in the film, â€Å"Race: The Power of an Illusion. †¢In the film, a group of students performed an experiment to compare genetic similarities to other classmates using blood samples, skin color, and saliva swaps. The result of the experiment turned out to be different from what they expected. The students found that their genes were most similar to people they least expected, and that there was no correlation between their genetic patterns and their skin color. †¢Dr. Richard Lewontin, with the use of gel electrophesis, found that 85% of all variations among humans are between individuals of the same local population. There is as much difference between two individuals of the same race as there is between individuals of different races, so race can’t be determined biologically. What is scientific racism? Why is it flawed and dangerous? Use one of the examples discussed in the lecture to support your argument (Morton versus Gould or The Bell Curve). How do anthropologists understand gender and patriarchy? Provide two examples (from the lecture or your own observation) to show that gender roles change from society to society and from time to time.Scientific Racism is the attempt to prove â€Å"scientifically† that some â€Å"races† are not just different, but superio r to others. 0Scientific techniques and observations are usually utilized to prove this belief but the collected data is usually inaccurate and tainted with racist beliefs. Example: Dr. Samuel George Morton versus Stephen J. Gould. †¢Samuel George Morton attempted to prove that some races were superior to others by measuring the skulls of people of different races,  ¦He believed that the cranial capacity of the skulls would tell how intelligent people were. His results concluded that white people were the superior race among other groups, because his measurements showed that they had the largest skulls compared to the others. ?Stephen J. Gould repeated the research and found several errors with Morton’s conclusion. 0Morton manipulated his data by including more female skulls for blacks than for whites, so the measurement for the skulls of the blacks turned out to be smaller. 0When Gould measured again fairly, the average size of a black person’s skull turned out to be much larger than the skull of a white person’s. The data was manipulated because of Morton’s bias. His beliefs caused him to already have the results in mind that he wanted, regardless of what is actually true. Example: The Bell Curve 0A book written by Richard J. Hernstein and Charles Murray: argues that blacks carry inferior genes of intelligence compared to whites, and so they naturally score lower on IQ tests.  ¦Their low IQ scores are what prevent the blacks from attaining a higher level job, and it is also because of their low intelligence that they have a higher crime rate. The controversy that comes with this claim is that if the government agrees with it, then the blacks should not receive social welfare for their low-income families because they are genetically inferior. Scientific racism is usually incorrectly proven using data that has been deliberately altered to support bias beliefs, so the results are not accurate. The danger that can result fro m this if it is actually proven, the groups may be neglected or abused, or at the very least treated with social injustice. Gender – All the traits that a culture assigns to and indicates in men and women. It is a social construct of male and female characteristics and roles. ?Gender differences come from culture rather than biology. ?Patriarchy – A social and political system rule by men in which women have inferior social and political status. 0Females are carried out as subordinates to men in this system. Most common in patrilineal societies (involving counting the descent line of the father’s line, which includes property inheritance, names, titles, etc. ) Examples of gender roles changing between societies and through time: ?Forager/hunter and gatherer societiesThis type of society shows a typical gender division of labor. Men were responsible for hunting and fishing while women were responsible for gathering fruits and nuts. Men would usually bring in more food than women, so the men had a higher social rank in these societies. When women are the ones to contribute more food, then the women would have an equal relationship with the men. ?Agriculture societies Men are assigned to heavy labor such as plowing the field, while women are responsible for domestic work, child rearing, and light far work around the house. These societies tend to have a stronger gender inequality. Industrial societies Gender roles in industrial societies tend to change over time in response to economic conditions and social climates. Before the 1900s, it was common for men, women, and children to work in factories. Things began to change in the 1900s with the large influx of immigrants that increased the male labor force and also brought up ideas that women weren’t fit to work in the factories and should stay home and take care of the kids instead, During WW2, things changed again as men are drafted into the military and women began working in factorie s again to fill the gap.The women’s return to the factory was received in a positive notion and was even viewed as patriotic. What are gender stereotypes? What is the role of advertising in making and reinforcing gender stereotypes and normalcy? Draw two concrete examples from the film (Killing US Softly) in your discussion. Gender stereotypes – oversimplified yet strongly held ideas about the characteristics of men and women. Advertisements mainly target women and girls about beauty and the ideal body they should have, as well as a childlike / quiet demeanor. Many girls express the fear of being fat, and the number one wish of girls between the age of 11-17 is to be thinner. ?Most of the people who suffer from eating disorders are girls who are self-conscious and obsessive about their body. Examples in Killing us Softly: ?Ads of women of color tend to show them with animal prints which turn them into animals rather than human beings. ?Ads about women who lost weight t ypically say they were able to get married because they lost weight.This gives the idea that women who are fat probably won’t ever get married, and this serves to lower women’s self-esteems even further and increase their drive to become skinnier and purchase products to expedite the process. ?Images of thin women are often used to silence women and put them down. ?Ads show pictures of women exhibiting passive body language such as their hands over their mouths and faces. ?When there is an ad of a man and a woman, the man is usually taller and is looking down at the woman, while the woman looks up and smiles compliantly. This encourages female submission to men and conveys the message that women should be quiet and obedient. According to Martin’s article, how do stereotypical gender roles shape scientific accounts of the egg-sperm romance? Stereotypical gender roles shape scientific accounts by how the sperm and the egg are described and how they function. ?The sperm is described as masculine, active, agile, and penetrating, while the egg is described as passive, feminine, fragile and dependent. ?The egg is portrayed as a damsel in distress who waits quietly in a still spot for her knight in shining armor, the sperm, to fight his way to her. The female reproductive system is seen as wasteful and a failure while the male reproductive system is seen as productive. ?Scientists question why women are born with so many eggs only to have most of it go to waste, yet the don’t consider the excessive amount of sperm men create as a waste. ?New research found that the sperms aren’t that forceful and what actually matters is that the surface of the egg is what traps the sperm, showing that eggs are more active than previously thought. This shows that the relationship between the egg and the sperm is interactive. Even with this new research, the egg is still viewed in a bad light. ?The more active role of the egg is seen as too aggressiv e and the reproductive system of women as a dangerous place since it tries to kill sperm cells that enter it. How does Ortner explain why women are universally put in an inferior position to men? Do you agree with her argument? Why or why not? Support your view with evidence. Ortner argues that the subordination of women is a universal idea by referring to how a lot of anthropological literatures show accounts of how women are devalued in society. Symbolic acts of women are believed to justify their inferior role. Menstruation is considered a symbolic act that restricts the freedom of women. During a women’s menstruation period, she was not allowed to come near sacred objects because of the fear that she might contaminate them. Menstruation was believed to be a threat of warfare. ?Social and political structures also serve to affect the status of women in societies, and exclude women from participating in areas with people of high authority. ?Women are associated with nature while men are associated with culture, and culture is typically viewed as superior to nature.Men use their creativity to create technology and symbols that are transcendental and last for eternity, while women are restricted by their natural duties that involve reproduction and creating life.  ¦Destruction of life by men has more prestige and is viewed as transcendental, while creation of life by women is regarded as less important.  ¦The things that men create last forever while what women produce are doomed to die.  ¦The reason why women are associated with nature more is because of their physiology, social role, and psyche. ?No I do not agree with Ortner.I believe that these views are socially constructed, and that we’ve evolved past them. Week 5: What are the five different economic systems in the world? Define each briefly. ?Forager: hunting and gathering; moving from place to place; gender roles due to unequal division of labor, egalitarian (old people are respect ed). ?Horticulture: Cultivation with simple tools, fields not permanent property (slash and burn) mobility, depend on rainfall. ?Agriculture: Use animals for food and labor. These groups are less mobile, live in larger and more permanent settlements, and use advanced irrigation systems. Pastoral: Focus on domesticated animals for food; nomadic. ?Industrial: Mechanized forces, factories, and technology for mass production; increased population density. Briefly explain the three basic principles that govern exchanges according to Karl Polanyi. ?The Market Principle: Supply and Demand, Capitalism. Coffee beans they were selling. Export of crop. ?Redistribution: Socialism; Goods move from local level to center: taxation, welfare. Redistributing the pigs and wealth within the people. ?Reciprocity: exchange between those who are socially equal (gift economies); want to give back.What is a moral economy? What is a system of total service defined by Marcel Mauss? ?Moral Economy: A type of e conomy in which economic activities are an integral part of social relations and moral obligations. Economic and non-economic activities and institutions are embedded in one another. Economic activities and exchange systems are governed by conceptions of social justice, norms, and expectations. ?Systems of total service – The exchange is not solely about property and wealth, but also about the social and moral obligations. Part of the more general and enduring contract.According to Marcel Mauss, why does a gift have the special power to cause its recipient to pay it back? ?The Power – Gifts are never â€Å"free,† so they give rise to reciprocal exchanges. The giver does not merely give an object, but also a part of him/herself. This intrinsic bondage weighs on the conscience of the recipient. What is potlatch? How do Ruth Benedict, Marcel Mauss, and Marvin Harris explain why potlatch exists? ?Potlatch means to give away, or a gift; it is a festival ceremony, and its goal is to give away joy and wealth – more than the rival. Explanations – 0Ruth Benedict: Driven by obsession with prestige and status, (because the more that you give the more prestige you claim). 0Marcel Mauss: Compelled by reciprocity, (responding to a positive action with another positive action, rewarding kindness). 0Marvin Harris: Serves an economic purpose (rational cultural adaptation). Says that potlatch is a logical cultural mechanism. Says that participating in potlatches creates a constant flow of goods. Serves as an economic purpose, human social life is a response to practical problems of earthly existence.

Pom Omo Unilever

HANOI UNIVERSITYFACULTY OF MANAGEMENT AND TOURISMPRINCIPLE OF MARKETING REPORTOMO – UNILEVER VIETNAMTutor: Ph? m Th? Phu? ngStudents: Khuong Du KimTr? n Th? H? ng NgaD? Qu? nh TrangHoang Thanh LoanTutorial: Tut 5 – Second MajorHanoi, May 2012| PRINCIPLE OF MARKETING REPORT Subject: Principles of Marketing Tutorial: 5 – Second Major Tutor: Ph? m Th? Phu? ng Group members: 1. Khuong Du Kim- ID 0907010110 2. Tr? n Th? H? ng Nga- ID 0907010161 3. Hoang Thanh Loan – ID 0807010102 4. D? Qu? nh Trang- ID 0907010232 Date of submission: May 4th, 2012 TABLE OF CONTENTS Executive summary4 I.Introduction5 II. Situation analysis5 1. Company analysis5 1. 1 Mission statement5 1. 2 Company objective6 2. Environmental analysis7 2. 1 Economic factor7 2. 2 Demographic factor7 2. 3 Cultural factor7 2. 4 Technological factor8 2. 5 Political factor8 2. 6 Natural factor8 3. Competitive analysis8 4. Customer analysis12 4. 1 Geographic segmentation12 4. 2 Demographic segmentation1 2 4. 3 Behavioral segmentation12 4. 4 Psychographic segmentation12 5. Brand analysis13 5. 1 Brand’s current performance 13 5. 2 The current marketing strategy using framework 4 Ps13 6. SWOT analysis16 6. 1 Strengths16 . 2 Weaknesses18 6. 3 Opportunities19 6. 4 Threats19 III. Conclusion20 REFERENCES21 Executive summary In recent years, the surprising growth of economy along with the involvement of Vietnam into WTO has brought many opportunities for the purchase, sale and exchange of goods and services. Therefore, the company’s success mostly depends on how it carries out the business to utilize these advantages effectively. OMO is a highly aware washing powder product of Unilever Vietnam Joint Venture Company (formerly Lever Vietnam) – a joint venture specializing in Home and Personal Care brands.Since the commencement of Unilever’s operation in Vietnam in 1995, Unilever Vietnam has successfully grown to become a leading fast-moving consumer goods company in the local market This report presents the industry and competition analysis of the OMO product and shows the strong and weak features of the Unilever Vietnam to find out the suitable way coping with the current situation by suggesting some recommendations. In the main analysis, first, this report indicates the overview about the company operations. Next, it describes the macro environment trend that affects the market and the company’s competitors.Then, the customer segments and brand are analyzed, followed by the SWOT analysis. Finally, some recommendations are given for the company. OMO has become one of the detergent-leading brands in Vietnam market, but the competition will never stop there. Therefore, this research is essential to maintain the position of the OMO market as well as to help Government design better policies that aim to create a better environment where local business can play a greater role in the development of the society and economy of Vietnam. I. IN TRODUCTIONVietnam’s involvement in WTO has brought in many good results in every aspect of life, especially in the economy. In recent years, Vietnamese businesses have became more interested in and made better use of the big opportunities which WTO brought them. On top of that, there is a growing concern about the purchase, sale and exchange of goods and services. How to facilitate Vietnamese consumers in doing the shopping, supply them with better choices, better goods and better prices is always the deep preoccupation of Vietnamese companies.OMO is a highly aware washing powder product of Unilever Vietnam Joint Venture Company (formerly Lever Vietnam) – a joint venture specializing in Home and Personal Care brands. According to the recently issued report by the Central Institute for Economic Management (CIEM), by 2007, UVN ranks the 27th largest business in Vietnam and the largest in the Fast Moving Consumer Goods (FMCG) sector. Unilever Vietnam is a long-term invest or, who has been deeply rooted in the economy, having strong forward and backward linkages and, by and large, serving domestic consumers. This drives us to conduct research about this product.The economy of Vietnam is gradually growing that enables people enjoy higher living standard. Higher living conditions demand higher quality products. As the world changes so the business must change to meet new consumer needs. It is inevitable that washing power is very a necessary consumer product in almost households. OMO has been partially met customer expectations for their quality products. Now this product has formed its brand equity on the market in both domestic and international market. This study attempts to make a deeper understanding about the OMO product in terms of the current arket, the marketing environment, the organization, the customers, and the competitors – all of which influence the development of the OMO marketing plan. Furthermore, it is conducted to find out the actual situation of customer and the situation of the company. Through this study, the advantages, disadvantages and the competition of the OMO product was clearly highlighted II. SITUATION ANALYSIS 1. COMPANY ANALYSIS 1. 1. Mission Statement Attracting and building long lasting relationship with customers through effective communication is what the OMO product has been doing.It brings the wealth of knowledge and international expertise to the service of local consumers. Its mission is to add continuously vitality to the quality of life of consumers. OMO meets every day needs for hygiene and personal care with brands that help people feel good, look good and get more out of life. Its long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously.This is its road to sustainable, profitable growth, creating long-term value for our shareholders, ou r people, and our business partners. 1. 2. Company objectives a. Financial In order to achieve the good result for the future development and the mission of maximizing profit, pursuing a business growth strategy, year after year, OMO aggressively pursues the long term profitability and growth objective with the goal of gaining positive financial performance, specifically: * Earn an annual rate of return of at least 30% over the next 12 months. Produce net profits (before interest and tax) of 250 billion VND in 2013. b. Marketing objectives In the long run for the next 12 months, our company aims at becoming a market share leadership in the field of detergent powder. Specifically, the objective is to gain a market share of 68% of the domestic market. In order to reach this target, we have to: * Achieve total sales revenue of 900 billion VND in 2011, which represents a 28% increase. Therefore, achieve a unit sale volume of 800 million products. Increase product awareness of OMO brand among target audience to 98% over the planning period. * Inform target audience about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year. * Enter the higher-income segment of the 30 to 35 year old market with internet services and ordering capability. * Enlarge our distribution network by 200% by the next 12 months. * Aim for an average price of 28,000 VND per kilo in the long run. * Increase loyalty among current customer Increase customer satisfaction and relationships 2. ENVIRONMENTAL ANALYSIS 2. 1. Economic factor As the national living standard improves, the demand and need for common products are higher. However, when the inflation has been increasing in Vietnam in recent year, prices of many goods also increases uncontrollably and Vietnamese consumers have to pay more for daily-using products, including washing powder. Some recent statistics show that OMO’s price has increased by about 10,000 VND pe r kilogram since 2002 (Group 9 NH03, 2009).This can makes most of consumer more reluctant when purchasing washing powders with higher price. They are likely to find cheaper substitutes to satisfy their demand. If OMO keeps such a high price level, the number of consumer may reduce significantly no matter how much the company advertises for their products. This will be a big obstacle for OMO in the near future. 2. 2. Demographic factor The Vietnamese population is increasing quickly, as the total population now reaches 90 million and this figure is believed to rise by 1 million per year (Vietnam Demographics Profile 2012).Washing powder is a necessary good used across the country, hence Unilever has many opportunities to increase their sale volume and develop OMO product. Another good news for OMO is that Vietnam’s population density is higher and higher in big cities, especially Hanoi and Ho Chi Minh City (Vietnam Demographics Profile 2012). In addition, the fact that people are leaving the countryside for the city center to find better-paid jobs reduces the distance of delivery between buyers and sellers and saves transportation cost for the company. . 3. Social/ Cultural factor Culture is a vital part of every society and the important cause of people’s wants and behaviours. Recognizing the important role of culture in promoting products, Unilever has focused on Vietnamese culture in many advertisements. For example, OMO flower fragrance is associated with the image of Vietnamese diligent housewives, OMO TET with images of a happy family on Tet holiday with such impressive slogans as â€Å"T? t lam di? u hay ng? i gi v? t b? n†, â€Å"T? t lam di? u phuc, sung tuc c? am†Ã¢â‚¬ ¦ OMO also participates in social welfare programs funding for poor students or contributing to the social facilities with meaningful slogans like â€Å"V? n tim vang cho tri? u t? m long vang†, â€Å"OMO, ao tr? ng ng? i sang tuong lai†, all of which are very consistent with Vietnamese culture and win many customers’ heart (‘Chi? n lu? c marketing c? a Omo’, 2011, TNO, P. , 2005). In addition, Unilever has designed many product lines with diversified features to meet the needs of various customer groups, for instance, OMO 99 Stains, OMO Bleach, OMO Comfort and OMO Matic Frontload. 2. 4.Technological factor In the technological era, every company tries their best to apply the newest technology to produce new products. In recent years, Unilever  has invested much in R&D to have modern production lines and new technology which help reduce costs and add more features to their products (Unilever, 2011). Because of the technology advance, advertisements of OMO appear constantly  in the media, hence  bring OMO much closer to the consumers (‘Danh gia hi? u qu? qu? ng cao’, n. d. ). Therefore, technology enables OMO not only to enhance its quality but also to reach target consumers easier. . 5. Political factor The government has a vital role in operating the business over the whole country. Vietnam  is now  implementing an open market policy  by  facilitating  access to a wide variety of  products. However,  obstacles like  tariffs and quotas  on materials increase the price of many goods including OMO. Moreover, the regulations in Vietnam  are not strict enough and people may commit illegal actions as in the case of a firm in Thanh Hoa province which produced fake OMO with a lot of stone (Huy, Q. , 2010).Such problem may leave negative impressions of OMO brand in the customers’ mind. Nonetheless, the stability of Vietnam’s politics is still a significant factor that draws the interests of many international firms. 2. 6. Natural factor Today, most industries have to face a serious lack of resources and OMO is not an exception. Resources for OMO production have been increasingly exhausted because the main ingredients are fat acids deriv ed from crude oil. In recent years, the oil price keeps going up, leading to the rise in costs of production and causes the price of OMO to increase.Oil price increases also cause delivery cost to increase too. Moreover, nowadays, environment is a very hot issue; many companies have failed because they ignore the environmental concerns. The case of Vedan is one typical example. Producing environment friendly products is a good way to attract customers who want to do something good for the surrounding environment. To save the environment, every company needs to follow the government laws, and take their responsibility to protect environment even when that will make their product more expensive.Unilever is successful with their waste treatment water process and receives good feedbacks from society (Unilever, n. d. ). 3. COMPETITIVE ANALYSIS Nowadays, washing powder has become a common good and there are pretty much washing powder brands of different manufacturers in the market competi ng with each other for customers’ attention. Specifically, OMO are facing many competitors such as: Tide, Hoa Mo, Surf, Viso, Vi Dan. However, Viso and Surf are both products of Unilever while P&G owns Tide and Vi Dan belongs to Vico.These two brands, especially Tide, are the most threatening rivals to OMO in the market at the moment. According to the statistics, OMO currently accounts for 60% of the market share, while Tide makes up 30% and other brands only contribute 10% (Group 9 NH03, 2009). 3. 1. Direct and indirect competitors a. Indirect competitors Indirect competitors are businesses that are offering products and services that are close substitutes. These competitors are probably targeting one’s markets with a same or similar value proposition, but delivering a different product.In Vietnam, there are many indirect competitors for OMO like Ariel, Amway, Lix, Lifeboy, Pamolive, Enchanteur, Lux, †¦ as they also provide washing products but concentrate more o n washing water and soap. b. Direct competitors Direct competitors are businesses that are offering identical or similar products or services as a person’s business. These are companies that customers can easily buy from instead of from that one, and they represent the most intense competition. In the situation of Vietnamese washing powder market, we can clearly see two strong competitors of OMO, which are Tide and Vi Dan. 3. 2.Analysis of two direct competitors The table below shows the comparison of three washing powder brand names. Products Characteristics | OMO| Tide| Vi Dan| Quality| Good| Good| Normal| Design| Diversity| Diversity| Normal| Skin safety| Relative| Relative| Relative| Name| Simple, easy to remember, consumers preferred| Simple, easy to remember, consumers not appreciated| Close to the Vietnamese people| Catalog| Diversity| Relative| Less| Price| Expensive| Expensive| Cheap| Distribution| Wide| Wide| Within territory| Advertising| Good, a lot, attractive| G ood, not much| Less| Promotions| A lot, attractive| A lot| Less|Technology| Modern| Modern| Modern| Brand name| Famous, prestigious| Famous, prestigious| Normal| Scale| Large| Large| Small| Management ability| Good| Good| Good| a. Advantages of Tide over OMO Tide belongs to P&G Corporation which concentrates on detergent and cosmetics. In terms of global strategy, P&G is considered to be superior to Unilever with a more advanced position in many important market sectors. By occupying Gillete and focusing on its strategic goods, P&G will continue to expand (Unilever vs. P&G (Procter and Gamble), 2009).In terms of brand, while OMO has a series of products including OMO 99 Stains, OMO Bleach, OMO Matic Frontload and Topload, Tide also has a wide variety of products such as Tide Downy, Tide Spring Flower Scent, Tide Supermatic, Tide White and Clean†¦ It targets all customers with different income levels and characteristics with different styles and features. Tide has launched many impressive promotion programs under the theme â€Å"Dirt can’t hide from intensified Tide,† â€Å"If it’s got to be clean, it’s got to be Tide† and â€Å"Tide’s in, dirt’s out. † These programs attract a lot of people and gradually gain position in customers’ mind. . Disadvantages of Tide relative to OMO Firstly, P&G penetrates the Vietnamese market after Unilever. Vietnamese people know about OMO before Tide, and Comfort before the existence of Downy. In addition, the pronunciation of â€Å"OMO† is quite easy for Vietnamese while many people feel ashamed of pronouncing â€Å"Tide† in Vietnamese as it can easily cause misunderstanding. Moreover, the producer of Tide has not paid enough attention to the product design so Tide remains relatively simple and little changed (Unilever vs. P&G (Procter and Gamble), 2009). c.Advantages of Vi Dan relative to OMO Besides Tide, OMO also has to pay attention to the exi stence of Vi Dan – a product of Vico Co. , Ltd. , a 100% Vietnamese washing powder brand. The brand name Vi Dan sounds very Vietnamese and familiar with Vietnamese people life. The price of Vi Dan is also much lower than both Tide and OMO. Therefore, Vi Dan attracts more low income people and people in countryside (Phuong, K. , 2010). d. Disadvantages of Vi Dan relative to OMO Vi Dan is a small brand name so their products are distributed in a small areas and the scale is also small.Vi Dan is not popular in the market because VICO does not pay much attention to advertisement and promotion. This company also has little experience in producing and distributing. These drawbacks make customers know little about Vi Dan (Phuong, K. , 2010). * OMO Low reliable trademark Low perceived quality High reliable trademark * Vi Dan * Tide To sum up, in such a competitive environment, OMO should push up their promotion and improve the products’ quality to retain customers in current m arkets and aim at expand their market further to the rural areas.A positioning map 4. CUSTOMER ANALYSIS Criteria| Target customers| Behaviour| Purchase occasion: regular occasionBenefits sought: clean and bright clothes, safety, labour-free, time-savingUser status: regular userUsage rate: heavy userLoyalty status: strong Readiness state: almost all Vietnamese households have tried OMO at least once (Unilever, 2011). Brand familiarity: preference or recognition (the most highly recognized brand in Vietnam in 2005, second rank in top 500 famous brand name in 2006) (Unilever, 2011). Psychographic| Socioeconomic status: women are getting more important positions in society, holding responsible for choosing which domestic products to purchaseValues, attitudes and lifestyles: customers prefer products that can offer quick, safe and effective stain removal, modern style, natural sweet scent and family’s satisfaction| Demographic| Age: users of all age groups, especially those who ar e eighteen and above, mature, employed and marriedGender: mainly focus on female who are responsible for washings in a familyFamily size: extended families with two or three generations living in the same houseIncome: stable, medium to high income| Geography| Density: focus on cities and towns with high population density such as Hanoi, Ho Chi Minh, Hai Phong, Da Nang,.. | Decision type of the product: Routine response behaviour OMO is a low cost, low risk and frequently purchased product. Therefore, the customers need little search and decision effort and mostly rely on past experience when buying this product. We need to satisfy current customers by maintaining sufficient quality service and value. We must also try to attract new buyers by introducing new features and using points of purchase displays and price deals. 5.BRAND ANALYSIS 5. 1. Brand’s current performance Since the first day of appearing in Vietnam in 1995, through delivering the simplest and most efficient lau ndry, OMO are contributing to a cleaner and happier Vietnamese life. The consumers’ love for OMO brand is the highest recognition for what the company has been doing (Unilever, 2011). Theoretically, most of products follow 5-stage product life cycle and each stage is marked with certain sales growth and profit level (Kotler, P. , Adam, S. , Brown, L. , & Armstrong, G. , 2006). The five stages are product development, introduction, growth, maturity and decline, which represent an S-shaped life cycle.Since OMO came to Vietnam, it seemed that this product has undergone 4 stages: product development, introduction, growth and maturity. Today, OMO is at the maturity stage because of some reasons: it is facing growth rate slowed down, supply of goods tends to rise higher than actual demand, having high pressure from large customers because of various choices of other brands. OMO is implementing some special strategies to deal with this period. For instance, OMO is always changing to improve product quality to attract the attention of customers and maintain market share as adding washing powder for more active whitening ingredients, bleaching 99 types of stains, flower flavors added to make clothes more sweet smelling, †¦OMO also changes the products’ styles from package into plastic bags with many size for more convenient usage, or changes the color and image†¦ Beside, OMO has applied cutting price strategies by increasing the amount of products without rising prices, promotional bonus, using the form of lucky draw, lucky scratch card, won gold, houses, cars, tours,†¦ together with discounts in special occasions to attract more consumers’ attention (‘Chi? n lu? c marketing c? a Omo’, 2011). 5. 2. OMO using the 4Ps framework To gain such a position in current marketplace, Unilever had an excellent marketing strategy for all of their products in general and for OMO in particular. It can be said that the company has appli ed the 4Ps framework effectively to promote the OMO brand. a. Product: Characteristics: OMO is a product with high quality in comparison with other kinds of washing powders; it can dislodge completely any dirty spots on the clothes. * Brand name: OMO is the short name which is easy to remember and pronounce. * Packaging: Packaging is considered as a silent salesperson, and the most outstanding feature about packaging of OMO products is that it is very vivid, colorful, fresh, friendly, striking and very eye-catching. OMO's traditional colors are red, white, and blue. Packaging is always improved to create the highest aesthetics to consumers and ensure the product quality. * Size: To meet consumers’ demand, there are many kinds of OMO products with many sizes: 400g, 800g, 1. 5kg, 3kg, 4. kg, and 5kg. * Types of product: During development period, OMO always gives new products to meet the new demand as soon as possible. For example: * In 2003, OMO is the first brand to provide d etergent for washing machine. Up until now, OMO Matic has been recommended by 80% of washing machine manufacturers in Vietnam (Unilever, 2011). * In 2004, OMO launched break-through formulation which cleans dirt even in hard-to-reach places, showing that it is the expert when it comes to removing the toughest  stains. * In 2007, OMO Comfort with long lasting fragrant was introduced. * On May 8th 2010, Unilever launched the OMO Concentrate Laundry. b. PricePrice is another important part of the marketing mix including wholesale prices, retail prices, discounts, rebates and credits. Price must be commensurate with the value received by customers and competition. Recognizing that 80% of consumers in Vietnam live in rural areas with low incomes; Unilever Vietnam has set targets to reduce production costs in order to bring the reasonable price for consumers. The company has relied on small local businesses to find local raw materials to replace the imported ones, reducing costs by payi ng less import taxes. In addition, the company has allocated the branches across the North, Central and South areas to reduce transportation and warehouse costs.Moreover, Unilever provides financial supports to help local businesses upgrade production facilities, offers technology transfer, and holds training programs to increase the quality and productivity. Besides, OMO uses the penetration price strategy. In the first 5 years since the introduction, the company maintained OMO price and quality in the face of rises in raw materials and fuel price. These measures helped OMO gradually gain market share and increase the price later. Calculations show that from 2002 up to date, OMO washing powder prices have increased by about 10,000 VND/ kg (Group 9 NH03, 2009). ND? c ng? a c. Placement Unilever decided to create a marketing and distribution system across the country, covering more than 100,000 locations. Unilever Vietnam is divided into seven regional sales.Unilever has classified t he cities into one group, the group communication channel 2 (GT2), including Ho Chi Minh City and Hanoi, the GT4 group consists of GT2 and Da Nang, Can Tho; and GT8 includes GT4 and Hai Phong, Vinh, Nha Trang, Bien Hoa (Chi? n lu? c marketing c? a Omo, 2011). OMO is the daily and individual consumption, so the channels also differ compared to other commodities. Firstly, as a direct channel, the producers sell directly to final consumers. Consumers now have a certain belief in the OMO products so the company only has to use some forces as home sales, or sales through mail, mail order †¦ The forms allow the consumer to buy products through the media without advertising directly and interacting with the seller.Secondly, the product is sold via indirect channels using intermediaries between producers and consumers. There are three levels in this channel. * Manufacturers =; Retailers =; Consumers. For example, OMO products sold in retail stores such as Big C , supermarket chain Co-o p mart, Maximax systems †¦ * Manufacturer =; Wholesalers =; Retailers =; Consumers. For instance, OMO products sold in the commercial distribution centers such as Metro Binh Phu in Ho Chi Minh City. * Manufacturer =; Agent =; Wholesalers =; Retailers =; Consumers. For example, agents in Binh Duong have very modern equipments and scientific operating layouts.Goods after production at the plant will be set up in this center, and then shipped to dealers in Central (from back to Nha Trang) and the South, and this is the transit point for goods from Hanoi and Da Nang. d. Promotion: Promotion is a series of mixtures of activity: Advertising, promotions, public relations, direct sales and direct marketing. The selection of promotional tools to spread the brand image and message is extremely important. Unilever Vietnam have chosen to promote OMO through commercials on television and newspapers, organized programs such as promotional support, participates in events or exhibitions, estab lished study promotion funds for poor children†¦ The company also sponsored TV programs like â€Å"Vu? t qua th? thach† and â€Å"Chi? c non ki di? u†.OMO’s advertisements usually take the theme of family, contributing to the emotional appeal. As a result, OMO is getting more supports from the Vietnamese consumers. Besides, OMO is known as a leading brand participating in many social activities. Among these, poverty reduction is the most outstanding activity: OMO has developed the project â€Å"OMO mai d? ?m tinh xuan,† building nearly 300 houses in 37 districts of five poorest provinces in Vietnam and supported economic development programs at Cu Chi. Through these activities, Unilever drew a lot of attentions and received many positive responses for the company as well as the brand. 6. SWOT ANALYSISThe SWOT Analysis of the company is summarized in the following table: Internal External Unfavorable Favorable Strengths * Brand equity * â€Å"Talentà ¢â‚¬  policy * Distributor channels * R;D * Market share| Opportunities * Vietnam’s demographics * Favorable environment for foreign investment * Geographical favors | Weaknesses * Foreign brand in an Asian country | Threats * Shrinking market share * Decreasing customers demand due to economic downturn| The strengths, weaknesses, opportunities and threats of the company are discussed in details in the following section. 6. 1. Strengths * Brand equity Unilever was first founded in 1890s.In 2011, this Anglo-Dutch multinational group ranked the third-largest consumer goods company measured by revenues after P;G and Nestle. The company’s 400 brand portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. They are sold in more than 190 countries with 2 billion consumers on any given day. Unilever so far has expanded its business to more than 100 countries, including Vietnam. After more than 15 years of operation in Vietnam, Unilever has become a very familiar brand with the Asian country’s people. Nearly 5 million Unilever products such as OMO, PS, Clear, Pond’s, Knorr, etc are bought by Vietnamese consumers per day, (JV Raman, as cited in Phuong, T. , 2011).Obviously, trade mark is an advantage for Unilever to shorten the gap between the company products and the consumers. OMO, as a result, enjoys the favorable brand name to be an international standard detergent. * Effective â€Å"talent† policy â€Å"Brand and brains are two assets of our company† said Mr JV Raman, chairman of Unilever Vietnam. Unilever Vietnam is fully aware of the human resource’s role in business performance. The company has a variety of activities to pool in high-quality employees. Logging on Unilever website, the message of the Chairman is like a welcoming greeting, which offers the opportunities for all the people with the willing to co-ordinate, t o challenge themselves and to help develop the company.The company program known as â€Å"Unilever Future Leaders Program† was first launched in 1998 and till now, it has provided many newly-graduated students with employment opportunities. This policy no doubt has been an efficient investment of Unilever Vietnam in human resource. * Distributor channels By the year 2009, Unilever had a total of 283 distributors and nearly 150,000 retail stores across the country. In the year 2011, the number of retail stores rocketed to 180,000 – channeling Unilever products to an average number of 35 million Vietnamese customers per week. Larger distribution systems prove stronger position of Unilever brand name in the market.This system not only focuses on metropolitans like Hanoi or Ho Chi Minh city but also allocates evenly throughout the country. OMO then, like other Unilever products, has the access to a wide range of customers. * R;D Recognized innovation as â€Å"the key to p rogress†, research and development are always paid sufficient attention. Generally, nearly â‚ ¬1 billion was reported to have been invested in research and development every year, contributing to laboratories establishment, which paved the way for new thinking and techniques. Till now, a variety of OMO products are available: OMO bleach, OMO comfort, OMO packshot handwash, OMO packshot matic front load, OMO topload.This variety offers multiple choices for customers with different preferences. Moreover, to be in line with the company’s Sustainable Living Plan, the technology is suggested to be based on sustainable inputs and used in a sustainable manner. Unilever products are used 2 billion times per day (Wright, R. , n. d. ) and each technology advance in each product can help to protect the environment. Take OMO liquid for example, if dosed correctly, the concentrated OMO liquid provides the same number of washes as ‘dilute liquids’ and at the same time , reduces water and waste, halving the number of trucks required to transport them and then reducing greenhouse gas emissions per wash, (Wright, R. , n. d. ).This new type of OMO detergent not only saves the time and the cost for the consumers but also raise the awareness of environment protection and social responsibility. * Market share Despite the fact that Unilever holds 48% of Vietnam market share, in term of Fabric cleaning, Unilever is the leading brand with a dominant provider with 77% of Vietnam market share (Manwani, H. , 2005). This figure clearly confirms OMO position in the detergent market of Vietnam. However, the statistics from 2005 has not fully reflected the current situation of fiercer competitions since new products have been entering the market. Unilever generally and OMO particularly is suggested to continue advance its technology and product quality to retain the market share. 6. 2. Weaknesses * Foreign brand in a typical Asian cultureDespite many years of exp erience operating in Vietnam, the Anglo-Dutch multinational group sometimes seems to have encountered cultural disparity between it and the Asian country. Take OMO Bleach promotion program for example. In the year 2006, Unilever organized an event called â€Å"Possible mission†, involving the giant short sleeve shirt washed with OMO bleach (Huong, L. , 2006). This Guinness recognized largest shirt was made from 6,200 meters of cloth. And for OMO Bleach to wash the shirt, a team of more than 100 engineers and mechanics had been working for 17 straight days to make a giant steel washing tank. After pouring 1800 liters of colors into the shirt, Unilever cleaned it out just in 10. 35 minutes with OMO Bleach.This set Unilever records but posed a negative group image towards Vietnamese people, who would prefer practical contributions to heavily brand promotion like that. The organization then had responded timely, using the shirt cloth to make 3000 small shirts for disadvantaged Vi etnamese children. Being a foreign brand in an Asian culture like Vietnam, Unilever then needs to improve its marketing approach for them to be more suitable and relevant with the country context and people’s norms. 6. 3. Opportunities: * Vietnam’s demographics By July 2011, total Vietnam population was more than 90 million people. This is obviously a dynamic market with a lot of potentials to realize. Children account for 25. 2%, adolescent and adults account for 69. % of the total 90 million people. This golden demographic model happens only one time of a country’s history. Conglomerate like Unilever then can tap on consuming market and at the same time take the full advantage of the available labor force. This may be the reason why for OMO to choose children as their advertisings’ main characters. With the slogan â€Å"Dirt is good†, OMO encourages all the parents to let their children freely explore the life and naturally uncover their own pote ntials (Unilever, 2011). In this way, OMO is not simply a fabric cleaning product but a close friend of every household. * Favorable environment for foreign investmentIn the global context of political disturbance and conflict, it is Vietnam’s political stability and national integrity that draw the attention of foreign investors. Moreover, since the â€Å"Doi Moi†, Vietnam authorities have implemented a variety of transformation, from administrative procedure to policies. The administrative procedure is much more simplified. Tax incentives are also employed to encourage foreign investors to invest in the Asian country. Last but not least, the bilateral dialogue between government and enterprises is encouraged. Foreign investors in Vietnam like Unilever have the right to directly reveal their opinions and recommendations. Vietnamese authorities at the same time can give positive or negative feedbacks on the businesses’ activities.Specifically, Unilever received the Prime Minister’s award for environmental protection in 2011. This two-way interaction ensures that all the company’s aspirations as well as efforts are fully recognized by the government. * Geographical favors Being a country in the favorable position, Vietnam has long coastlines with many harbors along. In addition, the country share border lines with a number of countries like China, Laos and Cambodia. As a result, it is very convenient for Unilever to export products, import raw materials or allocate products flexibly within the region. 6. 4. Threats * Shrinking market share More and more foreign investors are entering this Asian country.Not to mention Unilever’s biggest competitor in Vietnam – P;G, many distributor groups now came up with their own products. Take Big C Supermarket for example. This French supermarket group has had their own products like Big C detergent, Big C softener, etc at more reasonable prices. To solve the problem of differ ent level of income, Unilever has had three types of detergent including OMO, Surf, Viso. However, in order to retain the market share, Unilever is suggested to make each detergent product to be more customers-oriented. Otherwise, OMO market share can be lost to another Unilever detergent like Surf or Viso. * Decreasing consumer demand due to economic downturnAs a result of overheating economic growth, Vietnam economy is now in the situation of hiking inflation. The Consumer price index hit its peak at 18. 6% in November 2011. Although this index has been gone down to 16. 5% in March 2012, it is undeniable that the high inflation had decreased the people’s trust and their consuming demand. Depreciated currency lowers the people’s purchasing power. As a result, instead of buying a high-quality and high-price detergent like OMO, they can make up with an average-quality and more reasonable price one. It is Unilever’s duty to figure out ways to minimize the cost, im proving the production’s efficiency and then gradually offer the products at a more affordable price.Besides, promotion and sales are appropriate solution to stimulus the demand. Only by doing these can Unilever take a firm hold on its current market share in Vietnam. III. Conclusion In conclusion, OMO has got a large market share in Vietnam. From the product life cycle perspective, the Unilever’s detergent has entered the process of maturing, which signals the requirements to have more innovations with the view to upgrading quality and decreasing cost. In the context of more domestic and foreign competitors emerging in Vietnam, not to mention the inflation rate which has not completely decreased, the long-term relationship with customers is much more emphasized in OMO’s strategies.Being a daily household’s product, the long-term relationship with customers definitely will enhances and prolongs OMO sales and profits. Last but not least, more promotions an d continuingly updated commercial ads to catch up with customers’ expectations and market trend will be a deciding factor for OMO future development. Directing development to be more in line with government’s policies and stake holders’ benefits, OMO’s stance on Vietnam market is for many years to come. REFERENCES Anh Minh, 2011, Unilever va 1% GDP Vi? t Nam, viewed May 1 2012 ;http://vneconomy. vn/ 20111021023652541P0C5/unilever-va-1-gdp-viet-nam. htm;. Chi? n lu? c marketing c? a Omo, 2011, viewed May 1 2012 ;http://gomm. com. vn/20932-chien-luoc-marketing-cua-omo/;. Danh gia hi? u qu? qu? g cao, viewed May 1 2012 ;http://www. scribd. com/doc/ 37422305/5/%C3%90anh-gia-hi? u-qu? -qu? ng-cao; Dinh, T, 2004, 50 h? c sinh gi? i du? c nh? n h? c b? ng, viewed May 1 2012 ;http://vietbao. vn/ Giao-duc/50-hoc-sinh-gioi-duoc-nhan-hoc-bong/10883785/202/;. Group 9 NH03, 2009, Chi? n lu? c marketing cho s? n ph? m Omo, viewed May 1 2012 ;http://tailieu. vn/view-doc ument/chien-luoc-marketing-cho-san-pham-omo. 73276. html? lang=en;. Huy, Q. 2010, B? t gi? t Omo gi? †¦gi? ng nhu th? t, viewed May 1 2012 ;http://laodong. com. vn/ Tin-Tuc/Bot-giat-Omo-giagiong-nhu-that/8341;. Huong, L. , 2006, Chuong trinh â€Å"Nhi? m v? kh? thi† c? Nhan hang OMO T? y An Toan dang ky thi? t l? p c? k? l? c Vi? t Nam va th? gi? i, viewed May 1 2012 . Kotler, P. , Adam, S. , Brown, L. & Armstrong, G. , 2006, Principles of marketing, 3rd ed. , Prentice Hall, Australia. Manwani, H. (2005). Unilever in Asia, viewed May 1 2012 . Message from Chairman, n. d. viewed May 1 2012 . Phuong, K, 2010, T? hao thuong hi? u Vi? t: B? t gi? t â€Å"Vi Dan†, viewed May 1 2012 . Phuong, T, 2011, Tai s? n c? a Unilever Vi? t Nam: Thuong hi? u va nhan tai, viewed May 1 2012 . T, D. , 2006, OMO gi? i thi? u m? u bao bi s? n ph? m m? i, viewed May 1 2012 . TNO, P. 005, Chuong trinh OMO – Ao tr? ng ng? i sang  tuong lai 2005, viewed May 1 2012 . Unilever, 2011 , Our brands Omo, viewed May 1 2012 . Unilever vs P&G (Procter and Gamble), 2009, viewed May 1 2012 . Unilever Sustainable Living Plan, 2010, viewed May 1 2012 . Unilever, 2011, Hanh trinh kham pha: Unilever, em la ai? viewed May 1 2012 .