SUMMARY Socioeconomic of Vietnam within nine months in 2010 took place in conditions that some major economies recover

from the crisis, some developing economies achieved high growth rates. But, the economy of Vietnam achieved growth rates faster than recovering from last year. Overall, almost important norms of the plan are improving. At September in 2010, Gross domestic product (GDP) estimates that increased 6.52% over September of 2009, in which the quarter rose 5.83%, 6.4% second quarter and third quarter increased 7.16 %. This is a fairly high rate compared with an increase of 4.62% for the same period last year. The magazine will discuss about the MNCs especially how Unilever Vietnam Multi-national company that produce the personal and family care products, food products performed, operate, aware of responsibilities about Vietnamese. Briefing introduction about Vietnam economys system and some policies that promote the economy development such as Fiscal Policy, Monetary Policy, Social Welfare Policy and Industrial Policy and global economy have a huge influence Unilever and further more influence Vietnam economy. The lives of workers, employees and wage earners are also improved by increasing the minimum wage from 650 thousand per month to 730 thousand per month. The Government supports food and house for poor people. Especially, Credit program for students is still developed effectively. The Government also makes employment opportunity for people. Therefore, Workforce increases, the unemployed rate is decreased.

MNCs in Vietnam
Vietnam is growing and integration with the world. Vietnam has potential for development and investment business opportunities. Vietnam has great potential to become "destination" attraction next to the Multi-national corporations. Influence of the MNC for the world economy growing strongly. According to a statistics of the millennium, in the 100 largest economic entities in the world, there are 51 companies are multinational corporations, accounting for two thirds of the total value of trade world's goods and services. A simple example, sales of ConocoPhillips - the 10th largest company in the Fortune Global 500 rankings, revenue in 2006 was 2.7 times larger than Vietnam's GDP in the same year. According to statistics in 2003, has over 80 multinational companies (MNCs) in the list of 500 leading MNCs of the world such as Unilever, LG, Samsung, Coca Cola, Nike ... invest in Vietnam. According to latest data of the Ministry of Planning and Investment, Singapore is the largest investor in Vietnam with 311 projects capitalized at more than $ 6 billion. The position followed by Taiwan, Japan, Hongkong and Korea. Private investment by countries and territories accounted for 53.7% of total committed capital flow into Vietnam (with more than $ 23 billion).. UNILEVER VIETNAM Unilever is one of the biggest MNCs of the world and one of the worlds leading suppliers of fast moving consumer goods in foods, household and personal care products with a presence in more than 150 countries. Unilever started operation in Vietnam in 1995 with a total investment around US$120 million in 2 companies: Lever Vietnam - specialising in Home and Personal Care products and Unilever Bestfoods & Elida P/S - in Foods, Tea and Tea-based Beverages. Since 1995 to date, Unilever Vietnam has always achieved significant double-digit growth each year. In April 2010 and April 2005, the company was honoured to receive the President of the State's First rank Labour Medal and Second rank Labour Medal respectively for its excellent business performance and contribution to the development of Vietnam. In April 2000, Unilever Vietnam received the Prime Ministers Award for its excellent business performance and contribution to many social and charity activities and community health and education projects.

Unilevers mission
Mission, the objective of a business that can be understood simply as you stated "the reason the business exists.'' Mission, goals of the business usually has a line in a statement, a slogan (slogan) or be interpreted out briefly in a paragraph. And every business, enterprise, company have own their mission. Unilevers mission is to add vitality to life. Their mission is really short and easy to understand that they want to provide useful products to make peoples life better. They meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life with brands and services that are good for them and good for others. They combine the mission and vision to make a clear direction. We work to create a better future every day and reducing our environmental impact. Therefore, people can be seen in its mission statement the company that the company will be touched directly to the efficient of consumers in Vietnam, and the company is always closely followed the pursuit of profit on the basis of their earnings to satisfy the needs of consumers in Vietnam. This mission is one of the cornerstones of the companys success.

Values of Unilever
Values of a business are the basic belief is often not spoken of the people who work in business. It would include work ethic, commitment to customers, the loyalty of employees or the directions on the behavior needed. In Unilever, they aim to be a trusted corporate citizen wherever we operate in the world, respected for the values and standards by which we behave. It meant that they have high values and they hope that all the people always trust in them, trust in the action that they perform. Their values can satisfy every people all over the world and achieve a lot of customers truth. First of all, they have a set of shared values and their values guide the way in which we do business and influence the way they think and act. Theses shared values are always put in daily working day to perform and make them working. With Unilevers employees, building the belief and behaving toward the companys standard are things they have to practice and improve everyday in working. effectively. Unilever has an impact to their partners and people life through the way they do their business. These values are made clearly in Corporate Purpose. Articulating our Corporate Purpose did not invent something new but made clear what we believe is the essence of our company It shows that they believe in their business, their employees, their partners. They commit that they will bring benefit to their customers and their partner. The important value of Unilever is Code of Business Principle. It spends for their employees because we believe the Code must have practical value in our dayto-day business. They expect that employees will follow this beside encourage them. Unilevers suppliers depend on Code of Business Principle and Unilever expect their suppliers to work in a way that is consistent with their own values and principles. Unilever wants to confirm that they are one of the top of leading family care products. multinational corporations in producing personal and

Objective
To expand and promote their products in Vietnam market, Unilever has proposed a number of strategies and objectives to be achieved. Vietnam market in providing products and

the company can produce personal and family care products with good quality with

low cost, serving the majority of people in Vietnam. Find ways of adapting, of the

personal care home. This take the company to become a leader in this business so far the company has nearly achieved this goal at the market of personal and family care products now occupy about The main objective of Unilever aimed for Growth rate of annual sales for these products is about 20-25% every year. With the strategies, within 2 year company reached growth rate average is over 40%. This is number that many companies really want to achieve. They aim to access to most customers who are eligible for middle income and the majority of Vietnam Social. It seems to be easy for them to do that because Unilever realizes that labor and material costs are very cheap in Vietnam. Both these reasons make

"Vietnamilazation

company's products". They are quite successful when making their products become the daily items of Vietnamese. Making consumers feel and appreciate well the company's products compared to the same products on the market. There are many company produce products that are competitive with Unilevers products in price and quality. Such as, P&G is one of the leading However, multinational with the the corporations.

experience and reaching deeply

needs of consumers, the Unilever is appreciated well in market of Vietnam

. All objectives are clear and specific. To achieve these objectives Unilever Vietnam has proposed many measures to do to turn these goals into reality and achieved good

result such as reducing the price of products, distribution of products to make them: always visible, available.

Influence of stakeholders
Person, group, or organization that has direct or indirect stake in an organization because it can affect or be affected by the organization's actions, objectives, and policies. Key stakeholders in a business organization include creditors, customers, directors, employees, government (and its agencies), owners (shareholders), suppliers, unions, and the community from which the business draws its resources. There are three broad types of stakeholder in an organization: Internal stakeholders: Employees: have specific interest, the most important of all of the factors of production Management: have specific interest, high influence segment Connected stakeholders: Shareholders: Return on investment, Ethical performance, Growth of investment funds Customers: Want products and services, Large customers have significant power over prices and procedures, Determine what is produced, what quality is needed, what price is charged and what development is needed, Failure to listen to customers = no sales, no market Suppliers: Will expect to be paid, Will be interested in future business Financiers: Firms overall condition, Keen to minimise the risk of interest not being paid, or of its security being eroded External stakeholders

Central government: Passing laws to protect workers and customers, Collecting taxes (income tax, corporation tax, VAT), Supporting businesses in socially or economically deprived areas, Subsidising activities, Aiding exporters Local authorities: Local employment, Increasing road traffic Professional bodies: Ensure that members who work for companies comply with professional ethics and standards. Pressure groups: Interest in particular issues.

Stakeholders mapping
Interest/ Aspiration Low Minimal effort Keep satisfied used to assess the influence of stakeholders. MINIMAL EFFORT: low interest, low influence segment, do not have great ability to influence strategy & do not have much interest in the organisation KEEP SATISFIED: low interest, high influence segment, must be treated with care, capable of being key players KEEP INFORMED: high interest, low influence segment, do not have great ability to influence strategy but their views can be very important in influencing more powerful stakeholder KEY PLAYERS: high interest, high influence segment, strategy must be acceptable to them High Keep informed Key players Low Power/ influence High Stakeholder mapping is

TYPES

STAKEHOLD ERS KEY PLAYERS

STAKEHOLDER MAPPING KEEP SATISFIED KEEP INFOR MED MINIMAL EFFORT

Internal

Management Stakeholders Employees Connected Shareholders Stakeholders Customers Central External Government Stakeholders Local Authorities

Internal stakeholders Management, Employees belong to Key players. These factors are very important with Unilever, they play particular two roles. Key players must have high interest and high influence. The strategy must be acceptable to them. Chairman of Unilever has a big role and high power in this company. They have to focus on problem solving to improve quality and develop their company. They need to develop strategies for the organization, continually motivate people to support this process and always make a clear decision for benefit of company. The employees are important in developing segments of Unilever. Employees play an important role in every organization to make its operation stronger. They also are treated so they have a high interest. They have a major effect on the success of Unilever. If they have responsibility for all work that they carry out, the company will be more powerful and successful that managers

expected. Besides that, they have high the average salary. Unilever also make a chance for them to improve or develop their skill.

Connected stakeholders In this sector, the customers and shareholders will be mentioned. All of them are keep satisfied type. Firstly, the customers are people who have low interest, high influence segment. With the mission of Unilever to add vitality to life, they want to bring the best quality of good for customers and Unilevers customers are cared with the best product quality. Therefore, we can see the important role of the customers. They have influence on the strategies of company a lot. If they not satisfied with the product of Unilever, the company will loose the market and then bankrupt. The customers also decide the companys strategies and operation because depend on their taste and demands, the company can change to be comfortable with the market. They are capable of being key players if they are major customers. Second, Shareholders are the group which have low interest but have high influence on Unilever so they belong to the Keep Satisfied group. These people invest capital in company so they have important role in this company. Unilever declare that: We will provide timely, regular and reliable information on our activities, structure, financial situation and performance to all shareholders. (unilever.com). A company that run effectively or not, that depend much on shareholders. If they take out the money, the company will have trouble.

External stakeholders Local authorities are in Keep Satisfied segment. Unilever always communicate with local, region directly. Unilever combines between producing and protecting environment. They make activities

to make sure that their company runs effectively because it can influence on Unilevers business. Therefore, the local authorities have influence in this company. Central Government belongs to Keep Informed Group. They do not have big influence in Unilever. Central Government also can get a lot of benefits from Unilever like money from tax, social welfare or job for local people. Therefore they have high interest but do not have affect for Unilever.

TYPES Internal stakeholders

STAKEHOLDERS Employees

OBJECTIVES - Security - Increase income - Promotion

ACHIEVED/NOT ACHIEVED - Achieved - Achieved - Achieved

Connected Stakeholders

Customers

- Good products - Variety of products - Best price for products

- Achieved - Achieved - Achieved - Not achieved - Achieved - Achieved

External stakeholders

Local Authorities

- Increasing road traffic - Raise the health - Job for local people

The table above showed the objectives of three Stakeholders of Unilever Corporation. Three Stakeholders have different objectives. Most of them are satisfied but some objectives are still limited.

Internal stakeholders
In this stakeholder, there are three objectives. First about security. They also declare about the security for people who work for them: We are committed to safe and healthy working conditions for all employees. (Unilever.com). They always have security policy for employees in order to reduce the accident rate and raise the living standard of each employee. According to the data in website of Unilever, In the midst of this change, the health and safety of our employees remains a priority a matter for continuous evaluation and improvement. Our principal measure of progress is the total recordable accident frequency rate, which, in 2008, decreased to 0.21* accidents per 100 000 hours worked, down 19% on 2007. So the protection and safe of each employee are concerned deeply. Unilever increase salary in order to raise the living standard and promote them working hard and produce more products. Unilever is evaluated as one of firms which have good policy with the employees in the world. In Unilever, the average salary is from $50,000 to $ 90,000 per year for normal employees. They now have a global framework of health and well-being benefits that each Unilever operating company is encouraged to make available to all of its employees. This framework, called Lamplighter, involves coaching employees individually on their exercise, nutrition and mental resilience, and monitoring their progress through an initial check-up and six-monthly follow-ups. (Unilever.com). We believe that healthy employees contribute to a healthy company. Therefore, with the support of Unilever, the employees can achieve their objectives effectively.

Connected stakeholders
Customers belong to connected stakeholders. Their influence in Unilever is very huge. Unilever reach fast in taste of customers in Vietnam. Therefore, they produce goods in many fields such as homecare, personal care, food, tea,.

UNILEVER

HOME CARE

PERSONAL CARE

SAVOURY, DRESSING & SPREADS

ICE-CREAM & BEVEVAGES

Unilever has variety of products and they can serve and provide the demand of customer. They achieved this. They aim to access to most customers who are eligible for middle income and the majority of Vietnam Social. It seems to be easy for them to do that because Unilever realizes that labor and material costs are very cheap in Vietnam. Both these reasons make the company can produce personal and family care products with good quality at low cost and high quality of products, serving the majority of people in Vietnam. For example about P/S product protect teeth. Millions people in the world has been using it everyday. They also held "P / S Vietnam Protection smile" - The education of dental health care for primary school students, kindergartens and the first community in Vietnam by Unilever Vietnam in cooperation with the Ministry of

Health, Ministry of Education & Training was held in Hoang Dieu primary schools with the participation of more than 1,000 students (tin247.com). P/S is not only helpful, has high quality but also is cheap. Therefore, it is used by many Vietnamese and people around the world. Furthermore, every product of this company is used widely around Vietnam. Unilever Vietnam is successful in providing for customers products that is not only cheap but also food for health.

External stakeholders
In this stakeholder, Local authorities have influence in Unilever. They have 3 objectives that they want to gain from Unilever: raise the health, increase the traffic and bring job for local people. On 8th June, Unilever Vietnam Fund has formally signed the cooperation program with Ministry of Health, Ministry of Education and Training and the Vietnam Women's Union for projects: Improve public health through improved personal hygiene practices and sanitation, hygiene and hospitals intensify and enhance physical education and extracurricular activities fun for children, improve capacity of women through business development and health education. Unilever Vietnam Fund is an initiative of the companies invested by Unilever in Vietnam aims to improve people's lives in Vietnam through the completion of the needs of health, hygiene and public cooperating with the motto is: "Sharing the same million hearts in Vietnam. For 2006, the total budget funded by Unilever Vietnam and UVF for the four funds cooperation projects is 35 billions (Vietbao.vn). furthermore, Unilever also make job for local people. Project "business development and health education ", first extending from 2006 to 2010. Unilever Vietnam support to poor women to establish business" is one of the activities to implement long-term program of cooperation between the Fund of Unilever Vietnam and Women's Union. "Improving power for women brands of corporations committed 13.35 billion per year for the activities of the project, give small capital for women to help create jobs. Unilever Vietnam achieved successfully in raising local health and making jobs for people. On the other hand, Unilever have not many support for traffic in Vietnam.

RESPONSIBILITIES OF THE SELECTED ORGANIZATION AND STRATEGIES EMPLOYED TO MEET ITS RESPONSIBILITIES TO STAKEHOLDERS
Like many big organizations, Unilever has many responsibilities to benefit society at large. They are divided into 5 groups: Social Responsibilities, Environmental Responsibilities, Ethical Responsibilities, Management Responsibilities and Public Relation & Corporate Image. Now we will identify some specific responsibilities of each group and find out the strategies employed to meet them. Specific Responsibilities Strategies Employed of Organisation to Meet Them - Raise the living standard of - Create Unilever Fund Vietnamese - Participating in Environment - Commit to use paper and Protection Method wrapping which are comfortable with environment - Do not use pension chemicals Analyzing and testing before products using - Make products more suitable for - Carry out Unilever consumers in different countries. Information Project (UIP) - Providing good products - Corporate image - Advertising

Social Responsibilities Environmental Responsibilities Ethical Responsibilities Management Responsibilities

Public Relations & Corporate Image

An enterprise may not be successful if just businesses, many companies are now striving to become a part of the community and having a role of community issues. Unilever Vietnam is an

example for that. This is a company can both promote business efficiency by doing good things for society. It not only brings benefit for society but also bring benefit for that company.

Social Responsibilities Therefore, in 2004, Unilever created the fund in order to promote the social activities and community of Unilever Vietnam. Unilever Vietnam Fund has supported more than 18 billion VND for various programs and projects to reach thousands of poor people to help them improve their daily life. 19 selected projects funded under the program in 2007 focused mainly in remote areas of all three regions through out Vietnam with the aim of improving the living environment and improving education for personal hygiene to prevent disease root disease, improve community health. Unilever did all these things for 2 purposes: raising living standard of Vietnamese and the second is expressed their brand. They want people know about them not only a business but also an organization always share and solve the problem with them.

Environmental Responsibilities The environment of Vietnam is being destroyed by many companies. They do not care about environment, they just care about their benefit when making products. Environment solving is difficult with many years. Unilever is one of the companies that committed to protect environment. Unilever is committed within ten years of using the resources of paper and wrapping which is suitable for environment, as part of plans to double the size of the business while reducing the impact on the environment. Unilever- giant material consumer announced plans in 2015, supplies 75% of paper and paper packaging will be used from managed sustainable forests or recycled materials, is expected to reach 100% in 2020 (hhbb.vn). This year, UnileverCEO Paul Polman has revealed plans to expand its business while reducing the impact of environmental of the company. Solution to achieve these goals is to persuade consumers to

switch to a more sustainable lifestyle through the purchase of products that they make. That will help a lot to reduce polluting environment.

Ethical Responsibilities When consumers use the products, the first thing that they concern is about ingredients of products. Consumers trust Unilever providing them safe products without toxic. Therefore, they have an independent safety approval process for product and supply-chain technology design, managed by their Safety and Environmental Assurance Centre (SEAC), which handles over 10 000 approvals a year. They continue to work in partnership with research organizations, industry partners, NGOs and regulators to strengthen consumer confidence or find alternative ingredients (unilever.com). They are also finding the most effective measure to protect consumers safety. Management Responsibilities Unilever is a multinational company so organizational structure for managing is complex. The managers can not have the general view about each brand. Therefore, they have to carry out Unilever Information Project (UIP). This will be the potential weapon of this company to increase sales and market share against competitors. Therefore, with the support about price information and materials about the best suppliers, Unilever has been a better choice to purchase materials for the lowest prices, shortest delivery time, best quality, thereby saving time and cost of raw materials and are able to provide the best material for the production department. So the consumers will buy products with low price and high quality. UIP provides an overall picture of

consumer demand of customers for particular brands. A trademark can be profitable to market the developed countries but can losses in poor countries. Unilever can improve or create products better suited for consumers in different countries.

Public Relations & Corporate Image Corporate image in the public is very important for Unilever. Unilevers brands are famous such as Omo, Sunsilk, Clear,These brands has really eaten deep into thought and consideration first when Vietnamese purchase consumer goods for personal and family care. The company's products are known all over the country. To achieve that, Unilever had Marketing Campaign within the period since its establishment in 2005 with its strong goals and clear measures. Advertising work products of the enterprises on the implementation of mass media is achieving the highest efficiency and also impressed the most powerful in the minds of the consumers of Vietnam.

Billion VND 60
50 40 30 20 10

0
Unilever Heineken & Tiger P&G Other company

The advertisers in 2002 by Vietnam Television

As you can see, Unilever is company which spent much money to advertise. Advertising Unilever products accounted for approximately 35% of total income that television stations receive from advertising activities than any other business that advertise on television in Vietnam. Unilever is successful in advertising their products.