EXTERNAL ANALYSIS
1. Political Analysis: Vietnam provides Mondelez with a favorable environment for
business operations and economic activities.
Việt Nam in ranking of Economic Freedom
2025: world rank 61
2020: world rank 105
2025:
2021:
Property Rights: 51.3
Government Integrity: 38.0
Judicial Effectiveness: 35.9
Tax Burden: 80.3
Government Spending: 86.0
Fiscal Health: 82.8
Business Freedom: 65.2
Labor Freedom: 62.6
Monetary Freedom: 69.0
Trade Freedom: 79.0
Investment Freedom: 40.0
Financial Freedom: 50.0
- Tax incentives:
1. Import duty: 0%
2. Value-added tax: refund
3. Personal income tax: giảm
- High Corruption: 88/180
This was down from 83 in 2023 with its score falling from 41 to 40 with 100
being the least corrupt and zero being the most corrupt.
Vietnam has a score of 40 this year, with a change of -1 since last year, meaning it ranks
88 out of 180 countries.
Weak Rule of Law:
2. Economic analysis: Mondelez can tap into Vietnam's stable economic
growth, boosting sales and ensuring streamlined operations
- Fast-growing economy
The rapid economic growth benefits Mondelez with potential increase in demand for
consumer goods and purchasing power
. GDP:
2020 346.62 USD Billion
2021 366.47 USD Billion
2022 410.32 USD Billion
2023 428.72 USD Billion
2024 442.61 USD Billion
. GDP growth rate:
2020 3.7%
2021 5.7%
2022 12%
2023 4.7%
2024 3%
. Trade agreement: RCEP, ASEAN, EVFTA, WTO, CPTPP
. Low and stable inflation:
- Vietnam’s inflation rate 2020-2024
3.22% 1.837% 3.157% 3.253% 3.74%
- Asia and Pacific rate 2020-2024
3.2% 3% 6.3% 4.8% 4.3%
- Global inflation rate 2020-2024
3.36% 4.66% 8.63% 6.8% 5.9%
3. Social analysis: High potential consumers with rising purchasing power for
Mondelez
- Rapidly growing population:
. Vietnam: 16th in the world and 3rd in Southeast Asia
- Growth of middle class:
. The middle class in Vietnam is expected to expand to 26 percent of the
population by 2026, up from 13 percent (approximately 13 million people) in
2023, creating significant opportunities for businesses → Disposable income:
increased.
→ Demand for foreign brand, high-quality goods and services: increased.
4. Technology analysis: Mondelez benefits from Vietnam's thriving e-commerce ,
efficiently meeting rising consumer demands through a robust logistics infrastructure
- High internet penetrate:
15th: Vietnam’s internet users in the world
- Growth of E-Commerce:
- Development of E-Logistic:
Vietnam 3.3
Indonesia 3.0
Philippines 3.3
Malaysia 3.6
Vietnam’s steady and substantial growth makes it a dynamic and promising market
for snack industry
- Purchasing behavior:
Reports indicate that 70 percent of Vietnamese consumers actively engage with snack
trends, making the country one of Asia’s fastest-growing snack markets
Many now eat six small meals daily, spending an average of 0.7 USD per snack
session and contributing to a monthly market value of 13,000 billion VND,
according to Nielsen’s snack market analysis.
- Growth of Vietnam’s snack industry:
INDUSTRY ANALYSIS:
- Intensity of competitive rivalry:
. Competitors number: Vietnam’s snack market is home to several hundred brands,
including both international giants and a wide range of local players (2 points)
. Saturated market: 3 key players accounts for no more than 25% (3 points)
- Threat of substitute products:
. Healthy snacking trend: 54% customers actively looking for healthy
ingredients in food and beverage (3 points)
. Non-essential food: Snack can be substituted by any kind of
food (3 points)
→ around 5 million Vietnamese consumers actively sought healthier snack
alternatives
- Threat of new entrants:
. Experienced key players: 30 years of building customer relationship and developing
latest technology (1 point)
. Enormous investment: Require resources for equipment, brand recognition and
distribution network (1 point)
- Bargaining power of suppliers:
. Usual ingredients: most of the material for manufacturing snacks is easy to find in
Vietnam (1 point)
. Supplier numbers: large (1 point)
- Bargaining power of buyers:
. Choices abundance: 1k+ results for “snack” on Shopee shows a harsh competition
among cookie mixes product to be chosen (3 points)
. Wide network of retailers: 2.2 million active retailers and online stores result in low
negotiation ability to strong brands (1 point)
( The retail sector has seen a strategic shift towards omnichannel models, with
79.2% of businesses adopting integrated online and offline sales approaches).
