PWC'S 2018 Apec Ceo Survey: Vietnam Findings

PwC’s 2018 APEC
CEO Survey
Vietnam findings
Contents
Section Slide
About PwC’s APEC CEO Survey 3
Business outlook, trade and cross-border investment 4
Shaping the digital future in Asia Pacific 8
Toward a more inclusive APEC 15
Appendix: Profile of survey respondents and methodology 18
PwC | www.pwc.com/APEC 2
All 21 APEC
economies represented
About PwC’s APEC CEO

Survey The voice of over 1,100
business leaders
• Official release on 15 November at
the APEC CEO Summit 2018
• Online survey completed between
10 May to 16 July 37% in businesses with at least
• Survey conducted for the 9th time $US1 billion revenue
• Produced by PwC as Knowledge

Partner
“ Business outlook,
trade and cross-
border investment
PwC
PwC| | www.pwc.com/APEC 4
Business outlook, trade and cross-border investment
Vietnam CEOs’ confidence declined more strongly than APEC

peers’ (2017-2018)
APEC CEOs Viet Nam CEOs 81% confident
46%
54%
Very Somewhat confident
confident 37% 48%
35%
28% 28% 38%
Very confident
33%
27%
Not very
confident 19%
12%
8% 10% Not very confident
12% 7%
3%
1%
Not at all confident
2014 2015 2016 2017 2018 2017 2018
Q7: How confident are you about your organisation's prospects for revenue growth in your principal economy over the next 12 months?
Base: APEC CEOs 2018: 1189, 2017:1412, 2016: 1154, 2015: 800, 2014: 635; Viet Nam CEOs 2018: 89, 2017: 107 [Note: Showing only very confident and not very confident for APEC CEOs]
Source: PwC’s APEC CEO Survey 2018
A dynamic trade policy environment is creating more

opportunity than downside
Experienced over last 12 months Expect to experience in next 12 months
An increase in barriers to moving goods 8% 7%

across borders 19% 23%
An increase in barriers to investing in 8% 9%

another economy 19% 18%
An increase in barriers to employing 10% 10%

foreign labour 16% 16%
An increase in revenue opportunities due 24% 34%

to a new multilateral trade agreement 25% 30% Vietnam
An increase in revenue opportunities due 20% 40% APEC

to a new bilateral trade agreement 30% 31%
Q12a: Considering your organisation’s cross-border activities only, which of the following changes have you experienced in the last 12 months?
Q12b: Now looking ahead, when considering your organisation’s cross-border activities only, which of the following changes do you expect to experience in the next 12 months?
Base: APEC CEOs 1154-1161, Vietnam CEOs 82-83
Vietnam continues to top APEC economies for planned

increases in cross-border investments
Top APEC economies to receive increased cross border investment over the next 12 months (net increase)
2018 2017
Vietnam 46% 47%

Vietnam
People's Republic of China 45% 46%

People’s Republic of China
The United States 44% 45%

Indonesia
Australia 44% The United States 44%
Thailand 39% Thailand 36%
Q10: Thinking of your footprint in APEC economies, will your business investments increase, stay the same or decrease over the next 12 months?
Base: APEC CEOs Cross-border investment 2018 310-493, 2017 379-552. ‘Net increase’ refers to % ‘increasing’ their investment minus % ‘decreasing’ their investment. ‘Increasing’ includes those currently investing in the
economy with plans to increase AND those planning to invest in the economy for the first time minus those who will decrease their investment. Percentages recalculated on respondents with a footprint in each relevant
economy only
“ Shaping the
digital future
in Asia Pacific
Shaping the digital future in Asia Pacific
Vietnam CEOs to invest in workforce development, customer

interactions & infrastructure to succeed in digital economy
1st
Skills and development of workforce
Digital customer interactions 2nd
Data infrastructure 3rd
Managing data risks 4th
Using artificial intelligence 5th
Operations 6th
Development of digital products

7th
Q17: Looking ahead, in which areas will your organisation prioritise investment over the next 2 years to succeed in Shaping the digital future in Asia Pacific ? (Rank the top 3). [Showing ranked based on index analysis,
excludes ‘don’t know’ and ‘other’ responses]
Base: Vietnam CEOs 79, Don't know 9%
Most APEC and Vietnam CEOs are creating jobs but many
struggle to find the right talent
We are creating more jobs and filling them 28%

successfully 22%
We are creating more jobs BUT struggling to fill the 28%

roles with the people/skills we need 34%
No change to headcount BUT substantial changes 22%

to our employees' roles 14%
No change to headcount and minimal change to our 5%

employees' roles 19%
14%
We are reducing headcount
9%
Vietnam APEC
Q18: Which statement best describes the impact of technology (e.g. increased automation, new business models, etc.) on jobs in your organisation today?
Base: APEC CEOs 1108, Don’t know 2%; Vietnam CEOs 79, Don't know 4%
Improving digital infrastructure should be the top policy

priority for Vietnam’s digital economy to advance
Improvements to digital infrastructure 1st
Developing the digital business sector 2nd
Raising standards in data and privacy protections Joint 3rd
Availability of digital ready talent Joint 3rd
More people participating in the digital economy 5th
Investments in cyber defences, public and private 6th
Reducing barriers to foreign entrants 7th
Q19: What are the most important areas to improve for your principle economy to further advance in the digital economy? (Rank the top 3).[Showing ranked based on index analysis, excludes ‘don’t know’ and ‘other’
responses]
Base: Vietnam CEOs 78, Don’t know 8%
Majority of Vietnam
CEOs believe the
government should
do more to train on Believe the government
should do more to train 76%
STEM* STEM professionals
*STEM = Science, Technology, Engineering, and Math

Q20: Do you think the government is doing enough to train STEM
professionals in your principal economy?
Source: PwC’s APEC CEO Survey 2018 Believe the government
PwC | www.pwc.com/APEC is doing enough to train
4%
12
STEM professionals
Top 3 areas to improve upon to stay competitive over the

next 2 years
Viet Nam CEOs APEC CEOs
Accelerate digitisation of business process Accelerate digitisation of business process
Restructuring to save costs or improve efficiency Strengthen resilience to adapt to change
Implement automation to augment existing workforce Restructuring to save costs or improve efficiency
Q23: What are the most important areas your organisation needs to improve upon over the next 2 years to stay competitive? (Rank the top 3). [Showing ranked based on index analysis, excludes ‘don’t know’ and ‘other’
responses]
Around a third of APEC CEOs and 40% of Vietnam CEOs

are investing in local start up businesses
Don’t
know
Vietnam CEOs APEC CEOs
Don’t
know
42% 36%
are are investing
investing
in local in local start-
51% start-ups ups
are not investing

in local start-ups
61%
are not investing
in local start-ups
Q11: Is your organisation investing in start-up businesses in your principal economy?

Base: APEC CEOs 1185, Don't know 3%; Vietnam CEOs 89, Don’t know 8%
“ Towards a more
inclusive APEC
Toward a more inclusive APEC
Top 2 ways to accelerate inclusive growth: Expand access to

education and improve transport
Expanded access to high-quality education at

all levels 1st
Improved transport 2nd
Greater economic incentives for savings and
access to financial services 3rd
Expanded worker protections 4th
Expanded access to healthcare 5th
More affordable high-speed internet access 6th
Raising minimum wages 7th
More stable food prices 8th
Improved access to water and sanitation Joint 9th
More reliable access to power and electricity Joint 9th
Q24: Which factors would enable more people to participate in and benefit from growth and trade in the APEC economies in which you are active? (Rank the top 5).
[Showing ranked based on index analysis, excludes ‘don’t know’ and ‘other’ responses]
Toward a more inclusive APEC
Most Vietnam businesses are making contributions toward

inclusivity. More can be done to improve infrastructure.
No contribution Strong/moderate contribution

Expanded worker protections 16% 76%
Raising minimum wages
14% 72%
Services Expanded access to high-quality education at all levels
20% 62%
Expanded access to healthcare 28% 53%
Greater economic incentives for savings and access to
financial service 35% 43%
More affordable high-speed internet access 35% 45%

Improved access to water and sanitation 32% 43%
Infrastructure More stable food prices 34% 43%
Improved transport 36% 43%

More reliable access to power and electricity 10th
39% 38%
Q25: Thinking of your own organisation, how do you rate your organisation’s contribution over the past two years against the same goals?
Base: Vietnam CEOs 74, Don’t know 8%-24%
“ Appendix:
Profile of survey
respondents and
methodology
PwC | 2018 APEC Proprietary and confidential. Do not distribute 18

Profile of survey respondents and methodology
Profile of survey respondents APEC Vietnam
Gender Sector
Industrial Consumer Financial Services Technology Professional Services
18% 41% 82% 59% 32% 34% 17% 13% 23% 13% 14% 11% 10% 12%
Revenue Ownership structure

54% 59%
53%
40% 38%
23% 20%
19% 20% 10% 5% 7% 8% 8%
15% 5%
Private More than 50% More than 50% More than 50% None of the above /
publicly owned owned by a financial government owned Mixed ownership
< US$100mil US$100mil < US$1bn US$1bn or more institution
Principal role The leading company in my competitive set in the next 3-5 years is…
75% 79%
32% 27%
18% 13% 16% 16% 12% 16% 19%
24% 9%
20%
A multinational A multinational A regional leader in A national leader in A local leader
Executive at the highest decision-making level Head of department or business unit company from a company from an APEC economies my home economy
developed economy emerging economy
Base: APEC CEOs 1079-1189, Vietnam CEOs 74-87

Region of global headquarters (%)

56
53
2018 2017
23
20
11 12
9
7
4
2
North America Europe Russia and CIS Central and Asia Pacific
(Including Canada, South America (Including India)
Mexico & Caribbean)
Q3: Which region are your ultimate global headquarters based in?
Base: APEC CEOs 1189, Vietnam CEOs 89
Methodology
We surveyed industry leaders from 10 May to 16 July 2018 for PwC’s 2018 APEC CEO Survey.
We used an online and paper methodology to achieve 1,189 valid responses from CEOs and industry
leaders, with responses scored from each of the 21 APEC economies. The 21 APEC member economies are:
Australia, Brunei Darussalam, Canada, Chile, People's Republic of China; Hong Kong, China; Indonesia,
Japan, Republic of Korea, Malaysia, Mexico, New Zealand, Papua New Guinea, Peru, The Philippines,
Russia, Singapore, Chinese Taipei, Thailand, The United States and Viet Nam.
This multilingual survey was made available in six languages: English, Simplified Chinese, Vietnamese,
Japanese, Korean and Spanish.
Responses to the survey were given on a confidential and unattributable basis.
Note: Not all figures add up to 100% due to rounding.
www.pwc.com/APEC
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the
information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or
completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents do
not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information
contained in this publication or for any decision based on it.
© 2018 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP which is a member firm of
PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.

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PwC’s 2018 APEC

Business outlook, trade and cross-border investment 4

Shaping the digital future in Asia Pacific 8

Toward a more inclusive APEC 15

Appendix: Profile of survey respondents and methodology 18

About PwC’s APEC CEO

• Produced by PwC as Knowledge

Vietnam CEOs’ confidence declined more strongly than APEC

2014 2015 2016 2017 2018 2017 2018

A dynamic trade policy environment is creating more

An increase in barriers to moving goods 8% 7%

An increase in barriers to investing in 8% 9%

An increase in barriers to employing 10% 10%

An increase in revenue opportunities due 24% 34%

An increase in revenue opportunities due 20% 40% APEC

Vietnam continues to top APEC economies for planned

Vietnam 46% 47%

People's Republic of China 45% 46%

The United States 44% 45%

Australia 44% The United States 44%

Thailand 39% Thailand 36%

Vietnam CEOs to invest in workforce development, customer

Digital customer interactions 2nd

Data infrastructure 3rd

Managing data risks 4th

Using artificial intelligence 5th

Development of digital products

We are creating more jobs and filling them 28%

We are creating more jobs BUT struggling to fill the 28%

No change to headcount BUT substantial changes 22%

No change to headcount and minimal change to our 5%

Improving digital infrastructure should be the top policy

Improvements to digital infrastructure 1st

Developing the digital business sector 2nd

Raising standards in data and privacy protections Joint 3rd

Availability of digital ready talent Joint 3rd

More people participating in the digital economy 5th

Investments in cyber defences, public and private 6th

Reducing barriers to foreign entrants 7th

*STEM = Science, Technology, Engineering, and Math

Top 3 areas to improve upon to stay competitive over the

Accelerate digitisation of business process Accelerate digitisation of business process

Restructuring to save costs or improve efficiency Strengthen resilience to adapt to change

Around a third of APEC CEOs and 40% of Vietnam CEOs

are not investing

Q11: Is your organisation investing in start-up businesses in your principal economy?

Top 2 ways to accelerate inclusive growth: Expand access to

Expanded access to high-quality education at

Expanded worker protections 4th

Expanded access to healthcare 5th

More affordable high-speed internet access 6th

Raising minimum wages 7th

More stable food prices 8th

Improved access to water and sanitation Joint 9th

More reliable access to power and electricity Joint 9th

Most Vietnam businesses are making contributions toward

No contribution Strong/moderate contribution

More affordable high-speed internet access 35% 45%

Improved transport 36% 43%

PwC | 2018 APEC Proprietary and confidential. Do not distribute 18

Profile of survey respondents APEC Vietnam

Industrial Consumer Financial Services Technology Professional Services

Revenue Ownership structure