Multicultural Management BàiluậnQuảntrịXuyênVănhóa INDIVIDUAL ASSIGNMENT Vietnam's economy is growing, people's living well on a higher With that, the interference in the process of cultural integration are driving strong consumer habits of the wealthy elite of the change They prefer to assert every performance level Consumer trends take style brand claims from high-income world are turning to young consumers, especially middle class They are willing to spend huge sums of money for the item "toxic" to reflect the personality and the difference between the crowd Specifically, mobile phones, cars, technology items must be present for the level of its owner, even if sometimes the utilities were put aside Remarkably habits assert themselves with every item of elite performance being a part of income is not high up with the Joneses, imitating To be used every effect, these people often find ways to have enough money for luxury shopping needs This is no small causes leading to crime and social evils increase One other parts to be used as "in effect" but not enough money so willing to use false and discounts luxury consumer habits with disabilities Joneses have contributed to create new consumer trends: external expectations and turned away with Vietnam The hope is that these foreign, and commodities with the same quality, design is also not much different about aesthetics, but many consumers still preferred foreign goods This has lead to a paradox: Goods produced by Vietnam in Vietnam, but they must produce to foreign countries for foreign enterprises packing, then back to customer service in Vietnam with the highest cost many times more This paradox is causing major damage to consumers in Vietnam, as well as for businesses in Vietnam Besides, to say the mass psychology of the consumer culture of Vietnam Specifically, in the months discounts, promotions, when an item is more to see and buy, the rest will think it's psychological as well goods and reasonable price should be pulled to purchase and wear for those items that are necessary and useful or not This causes a waste of money and creating false demand fever, making the consumer does not give the correct decision, when purchasing multiple items of poor quality, counterfeit products In the context of the globalization process is increasing, economy and culture can be seen as Multicultural Management the two greatest resource rules of human behavior Culture should be understood here broadly includes many areas of social life, which means all the values, beliefs, traditions and customs and creating the mount members community together For small communities as a business, where identity is built on a spirit of cooperation, or to the community as large as a country, where the value of sharing personal may include religious beliefs, social practices, traditional values In both cases, cultural factors are crystallized identities, values will form appearance of the individual and by that will affect economic behavior and the economy First, the cultural impact of the economy through the promotion of shared values in the community For example, why a football outfit that sold well in England but who cares when not in America It is by faith and worship, of these factors add value to goods and the buyer's demand for goods Can clearly see the kingdom of love than American football, the football uniforms are they creating value for them If not interfere with our hectic, this is merely a set of clothes Second, culture can be seen as influential or even decisive to the development objectives of economic and social community We will consider two economies are China and the United States The Chinese honor those who study well into account, diligent and hard working while Americans who worship money and have happy beautiful life Which leads to two different economies: China Economics focus primarily on production, while the U.S economy rests primarily banks and financiers (they get rich by buying to resell from their homes, stock for both gasoline) Therefore, the Chinese economy seems more stable than the U.S economy relies heavily on the rise and fall of commodity prices This is clear proof crisis global economic past, when the United States is the most heavily affected, China kept its pace of development Therefore, when considering the economy we can not underestimate the influence of cultural factors beside it The process of globalization requires each participating business should have certain knowledge about the market where they trade Because culture requires that products must conform to the tastes and characteristics of each locality should cultural understanding will bring enterprises closer to customer needs and improve competitiveness Businesses should consider the cultural impact of the implementation of the four phases of the 4P Marketing process Product, the same type of product being sold at the local level, the different cultures and towards the consumer object must have different characteristics, its own characteristics For example, in Vietnam, motorcycles are popular vehicles, Multicultural Management motorcycles for the consumer market Vietnam is a small cylinder vehicles, reasonable size for transport, fuel and does not occupy much space in small homes, while motorcycle production oriented users in Europe or the U.S is large cylinder motorcycles because they are used as a means of exercise or to move on the highway On location, shopping habits of consumers in different cultures affect the distribution business Businesses when approaching a new market need to understand buying habits at that market to choose the most effective distribution methods Americans prefer to buy in the supermarket or large shopping center (shopping mall) In contrast, Vietnam is near shopping in order not to go away, and when to buy as soon as possible The majority of Vietnam does not have a habit of shopping large quantity for use in a long time The Japanese liked the convenience store is open 24/24 For the price, the concept of price and quality of consumer goods have little to no impact on the price of the business strategy Vietnam goods who prefer high quality but low price, while the Japanese are not necessarily low commodity prices have attracted them The Japanese concept of high prices mean better goods, the brand is well known, implies something less high quality Regarding trade promotion, the most visible impact of culture on trade promotion activities shown in the ad The same type of advertising can be well received in this market, by a group of consumers, but to be ostracized in another market, by a group of other consumers For example, the TV commercial for CK its population using the image of a naked man faces opposition from Muslim countries, its population is forced to use a different trailers As such, businesses need to identify methods of marketing and promoting products and concepts appropriate to the tastes of the market and consumer groups they are aimed Culture has become a factor with strong impact on every aspect of business operations, a growing presence and become strong internal resources in all operations of the business such as marketing, brand building effective, customer-oriented corporate culture as well hence become important criteria when evaluating a business In fact where there is strong corporate culture, the existence and development more sustainable LA restaurant called Nicolas VIETNAMIENNE located on the street in the city of Lille (France) by a Vietnamese man who the director is a good example Vietnamese restaurants are gourmet people in the city known and if customers not book in advance it is hard to have room for a surprise visit Such well-known restaurant not only good food that diners here I was surprised, excited and deeply impressed by the culture bearing deep Vietnamese national Multicultural Management existence in space of the restaurant This has brought great success to the restaurant Corporate culture is a combination of cultural factors are selected enterprises, create, use and expression in the business, creating the business of that enterprise It includes all the cultural values (practices, norms, values, philosophy, objectives, organizational atmosphere, concepts, practices, traditions ) is the generation of members to share , acceptance, respect, and thus dealing with work and dealing with each other; all the cultural values built during the formation of enterprises, became the concept, practices and communication ingrained system of business activity, the dominant thinking and behavior of all members of the business, creating differences between enterprises The restaurant although located in France but style deep in Vietnamese and Vietnamese culture: from how to decorate the furniture in the restaurant, staff uniforms, style and customer service attitude Located right on the street Nicolas, LA VIETNAMIENNE easy to find thanks to a big bright sign with the words french Highlights: LA VIETNAMIENE, in words my immediate right under the words in Vietnamese: QUAN exit engraved letters VIETNAM ancient calligraphy is very beautiful, soft and attractive Two edges are a sign that the very image of Vietnam: a clump of bamboo swaying the winding river, beneath the bamboo, a year of the ox are cool, turn out and is separated by a bright smile happy and very friendly The color of the sign was not brilliant, combined with most of the dark tones such as brown, black and white create a gentle style, elegant and deep impression The front of the restaurant is surrounded by a layer of transparent glass So from the street to look at was visible both in the space of consistent white electric light lit Standing outside the entrance are two beautiful girls and Vietnam charming in traditional ao dai bright smile and gentle when opening doors and seeing off guests accompanied by a small greeting is a she she said in Vietnamese and the rest will translate into French Step foot inside the restaurant would honor everyone will see and enjoy in the way of decoration All the furniture is painted mahogany features ancient creates space for the restaurant Bar area is quite wide, is divided into many areas prevent service-style spiral stairs Decorative wall Dong Ho paintings are in a glass frame with pictures of pigs folk like yin and yang, mouse wedding, inspired coconut, watching wrestling A few places in the shop, put the pineapple small structure that looks like real trees create focal points The bottle pink lotus, white lotus is also a sophisticated counterfeiting is placed on the wooden stand painted mahogany is also consistent with a space full of Vietnam's consistent At checkout you put a small glass box, glass box was Multicultural Management placed inside a red carpet and the carpet was displaying ancient coins from Vietnam until now Staff in the shop, mostly of Vietnamese students So language is used in a restaurant with both French and Vietnamese customers depending on who Vietnamese and French Interestingly, there are a very special respect of the staff together The students work approximately the same age here, but anyone who is even one more are called his old, she heard a very close and intimate Female employees always wear long, male employees shall wear a white shirt and red tie Staff of young, dynamic service attitude polite, courteous, warm in any situation, always give customers confidence in love and feel comfortable, relaxed when it comes to consistency The people who work here are very loyal to the restaurant They love each other, sticking together as a family End of each period summarizing business and on the holidays in traditional Vietnam, they often invited to dinner with his family director at his home In intimate meal, they story games, exchange, and confided, shared about life, about learning and about homesickness, nostalgia The special story happened in a restaurant always been told to remind people how to treat each other in the hotel So all the staff here are working hard with a love of the fatherland who left their country When employees are always getting errors chief critics with calm attitude These are evaluated and rewarded in accordance with the contribution of staff in the bar The holidays, birthdays besides organizing a party for employees at his home, the director also prepare meaningful gift that staff was very touched and happy As a Vietnamese restaurant so all the food and drinks here are Vietnamese map, there are all sorts of noodles, rice, soup, pickles of the three regions for the spring rolls are ready to meet the restaurant After dinner, everyone can be up tea rooms are arranged on the top floor Here, guests will be sitting down, drinking tea and listening to singing folk songs, of them, even the tone of, Hue royal music So consistent is always busy and often full LA VIETNAMIENE always listen to any criticism, suggestions for restaurants of all customers and all employees At any time, people of LA VIETNAMIENE also willing to listen with all gratitude and respect Besides, the restaurant constantly improve the skill of the chef and professional style of customer service, constantly reinforce the shortcomings and fix the flaws of the restaurant in all aspects from layout of furniture in a restaurant, the restaurant's architecture to the way customer service and employee uniforms, constantly learn about customs and culture of his own country to build a restaurant increasingly more complete and so that can meet the Multicultural Management customer's questions about the country of Vietnam as they wish With LA VIETNAMIENE, culture in the main restaurant is the core for the development and prosperity Customers come here not only to enjoy the dishes by hand Vietnam the Vietnam service of process and they can feel that a part of Vietnam hospitality with a unique culture So the restaurant received a lot of moral support from our customers especially those of Vietnam Less than eight months after beginning operation, QUAN VIETNAM has recouped the initial capital is not small and gourmets in the city frequented It was a proud achievement for the people of Vietnam in general and the Vietnamese boss had a unique idea, new, bold in particular Thus, LA VIETNAMIENE is a concrete evidence for strong internal resources of the enterprise culture in the business If only provide QUAN VIETNAM Vietnamese food to customers that overlook cultural factors certainly would not have been the hearts of customers and so can not bring great success in building QUAN VIETNAM brand in the city of Lille It asserted a corporate culture built on the right track and growing strong Multicultural Management REFERENCES Cultural and Tourism Magazine, No 12/2010 Dantri.vn ... French and Vietnamese customers depending on who Vietnamese and French Interestingly, there are a very special respect of the staff together The students work approximately the same age here,... are they creating value for them If not interfere with our hectic, this is merely a set of clothes Second, culture can be seen as influential or even decisive to the development objectives of economic... corporate culture, the existence and development more sustainable LA restaurant called Nicolas VIETNAMIENNE located on the street in the city of Lille (France) by a Vietnamese man who the director