Phân tích yếu tố Văn hóa tập đồn FPT “FPT - ENERGIZING LIFE” FPT is one of the greatest enterprises in Vietnam If 2011 was a difficult year for the world economy, Vietnam is also in the countries affected by the global economic crisis, many businesses have difficulty, bankruptcy, pressure market competition increasingly fierce FPT is still ongoing effort and closed 2011 with revenues of nearly 26,000 billion, reaching 105.72% over the board plan was adopted earlier this year and reached more than 97% compared with KH to increase between year, up nearly 27% compared to 2010 Group profit before tax reached 2515 billion, up 24.3% over 2010, reaching 104% of the first plan year and reached 96% compared with the plan About the success of FPT, we can not tell about FPT culture FPT culture is one of the factor that contribute to the success of FPT past 22 years So, what is the FPT’s culture? How does it impact the success of FPT? There are more than 400 definitions of culture FPT’ corporate is a set of norms regarding business and production behaviors as well as the spiritual life of FPTians It is the force that has united FPTians since its establishment It is an essential part of each FPTians It sets FPT apart, contributing to the company’s success A distinctive feature of FPT culture is its “Fire” spirit” The twenty-two year journey has allowed FPT to look back contemplate, and become more confident of its vision, its administration philosophy, and its corporate culture For this reason, 2011 marked an important turning point as FPT changed its brand identity and chose ‘Energizing Life” to be the foundation for all its activities “Energizing Life” means to be dynamic and full of life, it means to have a “fire” spirit There is a saying in FPT: “With enough passion the task will be accomplished” FPTians are not afraid of difficulties or hardship, they are always ready to take on challenges, utilizing their full potential Even in extra-curricular and leisure activities, FPTians are full of “fire” spirit Such enthusiasm and youth have made deep and positive impressions upon FPT’s business partners and customers To systemize and memorize its philosophy and corporate culture, FPTians often create rhymes or writ songs Most notable is the company’s rhyme “Tơn Đổi Đồng – Chí Gương Sáng”, which means “Respect for the individual, Innovation, Team spirit, Public spirit, Setting an Example, Bright and Clear Mind” These words constitute the behavioral principle at FPT After twenty-two years of development, FPTias arrived at an understanding that FPT employees needs to be respectful, innovative, and team-players, and FPT leaders needs to be objective, exemplary, and wise Such is the spirit of FPT As an example of the principle TON DOI DONG: meetings at FPT are often referred to as “cow slaughtering” events, showing the dynamic and candid atmosphere of these meetings It is during these meetings that hones, novel, and daring exchanges of ideas happen and changes are proposed FPTians defend their ideas while still respecting and listening to each others Being objective, exemplary, and wise are the three virtues that FPT leaders must possess Observing everyday behaviors of FPTians, one would find it hard to tell apart senior staff and leaders from junior ones FPT employees can be direct in proposing their own ideas or in objecting leaders’ ideas Without being objective and just, a leader cannot survive long at FPT More than a few FPT leaders admit the much greater responsibility and hard work that come with their higher compensation and benefits; it is simply because to lead, one has to set good example A leader at FPT must also be full of “Fire” spirit if he is to transfer this spirit to his employees, motivating to them to take on challenges A leader has to be wise to find out the right path amidst difficulties, and to assign the right tasks to the right people Yet if things go wrong, the responsibilities all rest on the leaders FPT is one of the few Vietnamese enterprises that have maintained and celebrated traditional holidays Village Festivals are organized around Tet to conclude the year and acknowledge individuals and teams with commendable contributions During the festivals, FPT employees together prepare pigs, make rice cake, enjoy traditional food, and play folk games There are also the Comet Festival – a folk song contest and performance - and other events to commemorate ancestral origin After work, FPTians often play football, practice singing and dancing In all these activities one can find the “Fire” spirit that is characteristic of FPT culture There are perhaps few organizations that have as many as 100 internal newsletters as at FPT Every firm at FPT Corporation has a newsletter not only to update news and information, but also to share inspiration and to provide a creative outlet for the employees Most impressive is the newsletter Chung Ta (WE), with fifteen years of experience in writing FPT history Newsletters at FPT come in a wide variety of publishing format, from simple posts on bulletins board, office doors, or elevators, to weekly or monthly periodicals There are also more modern electronic newsletters, disseminated through emails, online newspapers, or open forum on social network Even all these not seem to satisfy FPTians’ need to exchange news and ideas Each year, several new newsletters or forums are born It is this culture, this spirit of “Fire” and “Energizing Life” that distinguishes FPT from others It is a crucial element of success at FPT Part No.2 In recent years, due to strong economic growth, living standards improved have changed the consumption trends in Vietnam in all fields One change is easy to see is the habit of modern shopping (shopping at supermarkets, trade centers, specialized shops, etc) gradually replacing the habit of shopping in traditional markets A recent study showed that the habit of modern shopping of Vietnam increased from 9% (2005) to 24% by 2010 The consumption behaviors changed from daily shopping in traditional markets, including "flea market", moved to buy with large quantities for the whole week at supermarkets, shopping centers and internet; and at the same, increased purchase value, using increasingly health care services including beauty care for women and men, travel services, insurance, education, etc "Young consumers" as well as consumers with high incomes increase, promoting high-level retail operations Vietnamese consumers increasingly have more choices so they further focus on quality of goods and services What is the main characteristic of consumption cultural therefore in Vietnam? And how does it affect the Vietnamese economy in general and industries in particular? Characteristics: Brand name and social behavior Not long ago, after interviewing 10,502 people in 24 countries and territories in Asia-Pacific, Africa, and Middle East on consumption issues, international credit institution MasterCard Worldwide, announced survey results in which Vietnam, in respect of the priorities for eating and drinking and entertainment, ranked the first position with 86%, followed by Korea with 78%, Hong Kong (China) with 75% And Vietnam was also at the top on non-calculation consumption with 63%, while Korea and Australia were the same as 59% In addition, according to announcement of the New Economic Fund (NEF) recently, Vietnam ranks the number five on the happiness index (HPI) It could be said, it has gone the time of "comfort is better than pride", today, we have more choices for goods from common to luxury Thus, the consumption trends on "style confirmation by brand name" from those with high income are turning to young consumers, especially middle class They are willing to spend huge sums of money for “exclusive” items to reflect the personality and difference from majorities such as mobile phones, cars, hi-technology items must reflect the level of owner, whether their varied functions, etc are not, actually, needed The tendency on imitation and enjoyment lifestyle of the youth in such countries as Korea, Japan seems to increase, but it is only in the virtual value, in stead of the culture depth The lifestyle in combination with selfishness, respecting appearance, aping bad acts, taking a leaf out of majority’s book, etc that are potential in the old thought of small farmers with private properties to flare up Their reflection is in some enjoyment ways that they are in discretion on offering themselves “the rights” to enjoy in such…optimistic ways As the material grows constantly, households in middle-class and Vietnamese young consumers with full of ambitions continues to improve their living standards Vietnam finally reaches the stage of classic brand advertisement that is known as "Brand name is personality." Brand name construction phase is divided into fiercely competitive segment, psychological segment and psychological lifestyle advertisement This creates notable changes from limited ideas and values toward community to individual reorganization rather than toward families and fellows Not only the international brands but also Vietnamese ones, four brands out of 10 fastest developed ones in 2008, deep in consumers’ mind Thus, marketers and manufacturers need to understand the emotional needs of consumers and new segments are growing in Vietnam to fulfill more needs on diversification of goods to be recognized by the society Although only in its infancy, wants and needs of standing out from the crowd began forming in the consumer culture of Vietnam Not in scope of the poor, the individual products, whether cell phone with gold plated, high-end products such as special hair-care or skin-care or import cars, the richer class is spending money on rare items as the way to make outstanding in the crowd Typically, the high-price car import market Hummer, Mini Cooper, Bentley and many other brands have become so popular in Hanoi and HCMC With the cars plus already 110% import duties, a person can know the cost of the wealthy Vietnamese who are willing to pay to be outstanding This is only a small part (less than 1%), however, this trend will continue and take place in many ways Vietnamese children presently begin running in Korean and Japanese culture as a way to shape the personal style, clearly stand out from the usual standards Obviously, the personalized brand and design will allow the special brands and products to enter the market by directly access the consumer demand for the different and unique Cultural impact to the economy: The recent survey has showed that 80% of the opinions of foreign consumers in Vietnam is keen to use Vietnamese goods In contrast, in many consumers’ opinions, they feel unhappy about Vietnamese goods by comparison with the "encirclement" of popular items such as "the Chinese goods" in quality, design and fashion, we are impossible to keep up with However, one thing is confirmed that the “Made-in-Vietnam” commodities (exported goods, or to be called the Company goods) are gradually gaining foothold as the consumers can be assured of quality At another point, the historian Duong Trung Quoc said that the campaign "Vietnamese people is priority for Vietnamese goods" seems not to be effective as desired; people still prefer the foreign goods However, "fondness of foreign goods" is not entirely derived from the psychology of consumers The deeper cause of the consumption trend is that Vietnamese manufacturers often prefer foreign product….They are only interested in developing export markets, but neglect the domestic market with 13th largest population in the world In addition, leaders have not really set an example in domestic consumption That is the main reason why Vietnamese people have not actually been interested in Vietnamese products Other countries invade our markets, while we're conquering others Besides, a deeper meaning is that first of all, the economy must serve its own people Many economists also said that to develop a Consumer Culture of Vietnamese products, besides having a strategy to compete with other countries to gain advantage, at first and in the domestic market, it is specially important that Vietnamese consumers should respect and love Vietnamese products by producing Vietnam-branded highquality products with The increasing proportion of importing some luxury items According to statistics by the General Statistics Office in 2011, super import of foreign goods into Vietnam with a total value estimated at 105.774 billion, is up 24.7% over the same period It is noted that in the context of overall super import reduction, super import of some luxury goods increased sharply compared with 2010 For example, metals and precious stones increased by about times (the first 11 months), automobiles increased by 4.2% In addition, many commodities produced in the country but have contributed to the growth of super import, e.g 64.5% for seafood, 19.7% for milk and dairy products, 45.2%, for fertilizer, 56.6%, for cotton, 30.6% for textile fibers, 26.1% for fabrics, 13.8% for all kinds of paper, 14.4% for wood and wood products Therefore, with the characteristics of luxury goods consumption, taste of most people, consumer culture has negative impact on Vietnam in general, and a reason for differences in the balance of payment in Vietnamese Import – Export Industry ... development, FPTias arrived at an understanding that FPT employees needs to be respectful, innovative, and team-players, and FPT leaders needs to be objective, exemplary, and wise Such is the... goods" seems not to be effective as desired; people still prefer the foreign goods However, "fondness of foreign goods" is not entirely derived from the psychology of consumers The deeper cause of... these meetings that hones, novel, and daring exchanges of ideas happen and changes are proposed FPTians defend their ideas while still respecting and listening to each others Being objective, exemplary,