Canadian Education
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Table of Contents
1. Overview: ................................................................................................................................ 4
1.1. General profile: ................................................................................................................ 4
1.2. Activities and brand communications: ............................................................................. 4
1.3. Competitors: ..................................................................................................................... 5
2. In-depth analysis: ..................................................................................................................... 7
2.1. In-depth environment scan & competitors/industry trends: ............................................. 7
2.2. In-depth target analysis: ................................................................................................... 8
2.3. In-depth media and communications audit: ..................................................................... 8
2.4. In-depth analysis using listening tools/analytics: ............................................................. 9
3. Insights and recommendations .............................................................................................. 10
REFERENCES: ............................................................................................................................ 11
1. Overview:
1.1. General profile:
As one of the countries that are considered tigers on the rise in the financial race, it’s no surprise
that Vietnam is currently one of the most desired destinations for investment and financial support.
Given the fact, Canada is also lending a hand in bringing out the potential of the country as one of
the most dynamic patrons. As a result, the Canadian Chamber of Commerce – also known as
CanCham for short – has been found with the clear objective of support, enhance, and create new
business opportunities for our members in Canada and Vietnam. By encouraging collaboration and
cooperation between businesses, government, residents and other stakeholders, the organization
helps create an active playground whereas all participants can have different customs and methods
to realize their own business goals. Moreover, CanCham takes pride in supporting the overall
social quality improvement by donating all the excess funds to separate charitable organization in
Vietnam (2019). In this essay, we will conduct deeper research about the influence of the
association as well as their activities; all the while provide some analysis and insights on their
business.
1.2. Activities and brand communications:
The Canadian Chamber of Commerce acts as a representative about all things Canadian in
Vietnam. As an ambassador, CanCham not only provides financial related events but also cover
educational ones. Since its foundation in 1994, the association has always been a beacon of social
as well as business related events that greatly influences both young entrepreneurs and business
leaders, along with students or people who are interested in the education or career in Canada.
Aiming both at businesses and young, open-minded people alike, CanCham established their
presence in both Hanoi and Ho Chi Minh City, creating opportunity for the said group to extend
their knowledge as well as broaden the connection and gain access to the Canadian and
international business community. Focus mainly on strengthening and enhancing business
relations, the association is famous for holding events such as breakfasts and luncheons revolving
around the topics of how international and Canadian companies or entrepreneurs can conduct a
successful model here in Vietnam. For instance, the renowned annual “Crystal Ball” luncheon –
“The Year Ahead: Executive Summary and Outlook”, which has been held consecutively for eight
years of till this point is typically the first business luncheon to start a new year. The event features
200 participants each year, with around five to six well-known CEO level speakers from various
industries discussing about the opportunity of doing business in Vietnam. The Canadian Chamber
of Commerce is also a member of the Vietnam Business Forum – VBF for short – which gives its
members the chance to communicate on behalf of their respective industries about doing business
with the government of Vietnam.
The organization is also a member of the Advisory Council on Administrative Procedure Reform,
a participant in the Anti-Corruption Dialogue and is a Honorary Member of the Canada-ASEAN
Business Council (CABC), which is a collaboration of Canadian companies and Canadian
chambers that operates to complete the goal of enhancing Canadian interest in Vietnam’s business
scene as well as the region itself in general. In additional to the regular events surrounding the
business topics, CanCham also hosts a wide range of social and educational events (2019). The
Canadian Education International (CEI) is also establishing their yearly Educational Fair, which
consists of almost 100 education institutions to meet and greet with students or people who are
interested in taking the next step of their educational path to a new country. Furthermore, their
CSR (Corporate Social Responsibility) has also been a significant part of their public image with
tons of events focusing on enhancing the quality of life such as the “Beach Clean Up day” or the
“Charity Cycle Adventure” which has been held in Saigon. Also, recreational events like the “GBA
Oktoberfest” are both a chance to raise the organization’s reputation as well as creating the
opportunities for companies and individuals to communicate in a relaxed manner (2019).
1.3. Competitors:
The competitors of the Canadian Chamber of Commerce are, of course, other Associations of
different countries. These are most likely the partners of VCCI (Vietnam Chamber of Commerce
and Industry) and to name a few, there should be the following organizations:
- The American Chamber of Commerce (AMCHAM VIETNAM)
- The Australian Chamber of Commerce in Vietnam (AUSCHAM VIETNAM)
- The British Business Group Vietnam (BBGV)
- The China Business Association Ho Chi Minh Branch (CBAH)
- The European Chamber of Commerce in Vietnam (EUROCHAM VIETNAM)
- The Japanese Business Association of Ho Chi Minh City (JBAH)
- The Hong Kong Business Association Vietnam (HKBAV)
- The Korean Chamber of Commerce and Industry (KOCHAM VIETNAM)
- The Italian Chamber of Commerce in Vietnam (ICHAM)
- The Indian Business Chamber in Vietnam (INCHAM)
- The Malaysia Business Chamber Vietnam (MBC)
- The Nordic Business Association in Ho Chi Minh City (NORDCHAM VIETNAM)
- The Singapore Business Group Ho Chi Minh City Vietnam (SBG)
- The Thai Business (Vietnam) Association (TBA)
These are the biggest entities that has the same model and functionality as CanCham in Vietnam,
which all pursue the main goal of enhancing the business knowledge of the foreign countries
toward Vietnam’s business scene and vice versa (2019).
2. In-depth analysis:
2.1. In-depth environment scan & competitors/industry trends:
As stated on the paragraph above, the main competition of the Canadian Chamber of Commerce
should be other countries’ business associations. The main activities of these organizations tend to
be focusing on strengthening and enhancing the knowledge of both the hosted countries toward
Vietnam’s business trend and educational trend as well as vice versa. Accordingly, the main
activities of these organizations include events that give its members a chance to communicate
with each other. For example, the Australian Chamber of Commerce in Vietnam hosts a wide
variety of events such as “Commonwealth Networking Drinks Night” or the famous “Sundowners”
happy hour event which is hosted annually. Also, the yearly Australian Business Awards is also a
place where tons of the most potential and well-known business owners come together and honor
the worthy representatives in the prior year. Along with these business-oriented events, there are
along recreational events such as “Women’s Day at Windsor Plaza Hotel” or the Alumni Talk
“The Start-up Story: from Pain to Gain”. The events is, of course, still focus on creating a chance
for the members of the organization to meet and greet, but in a more relaxed manner compare to
the formal business meetings (2019).
Additionally, education-oriented events are also established to promote the outstanding students
such as Mr. Van Long Nguyen on the special dinner night to honor him as the “Outstanding RMIT
Postgraduate Ambassador for 2017” (2017). Another prime example of the same association
should be the American Chamber of Commerce in Vietnam. Having a similar role as the said
organizations, the AmCham offers a wide variety of social events as well as business events such
as the “APCA Business Summit 2019” or the “Power Breakfast to discuss US trade policy in Asia”
which aim for the topic of the relationship between president trump and the rising Asian countries,
most noticeably China. The event will feature the guest speaker Matthew Goodman who is the
senior adviser for Asian economics and holds the William E. Simon Chair in Political Economy at
CSIS. Also, there are tons of recreational events for the members of the association such as the
AmCham Gala, sports-viewing events, American Independence Day, golf weekends, networking
happy hours, and off-site weekends like the famous National Issues Retreat (2019).
2.2. In-depth target analysis:
The Canadian Chamber of Commerce in Vietnam focus a fair amount of their activities into
promoting the opportunity of developing a strong business bound between the two countries:
Vietnam and Canada. Their ultimate goal is to expand the knowledge and among the Vietnamese
businessmen as well as people in general about Canada and vice versa. Therefore, loads of
community events have been established for its member as a chance for them to do a lot of meet
and greet hence creating more business opening. Most of their activities are announced through
their official website and it also acts as a mean of invitation for the members to take notice of and
participate in the said events. There are a lot of activities each month, which will be publicized
ahead of time in order for the members to sort out their personal timetable and arrange a suitable
plan to attend them.
In these events, sometimes there will be an announcement about a winner of a business
competition, the other time is all about having leisure time in dinners and luncheons. Other than
business related get-togethers, they also make sure to cope with their CSR by hosting a wide
variety of social events such as golf championships or green day events as a part of their social
respond message. Additionally, education also plays a big part of their brand recognition as the
CEI center provide free and detailed consultations to students who are looking for a chance of
studying abroad in Canada.
2.3. In-depth media and communications audit:
There is no doubt the use of internet media plays a big part in the activities of CanCham. The
CanCham website and Facebook page are noticeably the main drive of their community. Covering
almost all things Canadian to interested people, their official website acts as a mean of providing
information such as business news, social events invitation, seminar hosting. By creating contents
in all aspects of life, the website and Facebook page have become a go-to place for people to get
their daily source of knowledge about Canadian-Vietnam related issues, forming a sense of loyalty
to their own brand. The tone of their articles also plays an important part in retaining their public
image. Compare to other foreign commerce organizations, CanCham has a friendlier attitude
toward their members rather than creating a formal atmosphere. In short, by creating a portal that
contains all the needed information for the participants, CanCham has attracted a good number of
loyal members which ensure the solidness of their public figure.
2.4. In-depth analysis using listening tools/analytics:
One of the more focused aspects that CanCham take notice of right now in Vietnam is education,
which has been shown to be effective by the use of The CEI center. According to statistics,
Vietnamese students in Canada grew 89% in 2017, making them the fastest growing market for
international education in the country.
Student from Vietnam in the North American country amounted to nearly 15,000 last year, a nearly
triple increase from 2015, according figures from the Immigration Refugees and Citizenship
Canada, as cited by the Canadian Bureau for International Education.
They now account for 3 percent of international students in Canada, ranking fifth following China
(28%), India (25%), South Korea (5%), France (4%), and are as big as the group from the United
States (Nga, 2018).
3. Insights and recommendations
Looking at the general picture of the market at the moment, we can see that CanCham is gearing
towards a correct path of expanding their social image. The effectiveness of their public relation
business can easily be seen as the number of students from Vietnam who choose Canada as a place
to study abroad has tripled from 2015 to 2017 (Nga, 2018) and is still rising as one of the strongest
among peer countries. If I were to make some improvement, there should be some
recommendations according to my personal idea:
- Creating a public forum rather than a closed group of members: There are no doubts that
creating a forum with only the registered members will filter out undesired guests and
create a more personal space for people who actually interested in Canada as a topic, a
public forum where non-members can visit and gain knowledge about all things Canadian
should help in creating a wider pool of participants.
- Write more engaging articles on Facebook: As of now, we can see that the CanCham
Facebook page is merely a place where they announce new events or posting images of
meetings. However, they can clearly take advantage of this platform to create more
engaging topics such as a question about one current issues or event that is recently famous
and have members debate online to create a sense of belonging for those who are constantly
monitoring their activities.
REFERENCES:
AusCham Vietnam. (2019). News. Retrived March 1st, 2019 at
[Link]
AmCham Vietnam. (2019). Events. Viewed March 1st at
[Link]
CanCham Vietnam. (2019). About Us. Retrieved March 1st, 2019 at [Link]
VCCI. (2019). Partners. Viewed March 1st, 2019 at [Link]
ket/doi-tac-nuoc-ngoai/
CanCham Vietnam. (2019). News. Retrieved March 1st, 2019 at
[Link]
CanCham Vietnam. (2019). Facebook page. Viewed March 1st at
[Link]
/CanCham-Vietnam-1379758908902814/
CanCham Vietnam. (2018, December 3). 16th Canadian Education Spring Fairs 2019. Viewed
March 1st 2019 at [Link]
education-spring-fairs-2019
Nga, M. (2018, March 31). Vietnamese students in Canada grow fastest among foreign peers:
report. Retrieved March 1st at [Link]
[Link]
Guillaum, D. (2018, February 22). Canadian Chamber of Commerce Looks to Budget 2018 to
Improve Competitiveness for Canadian Businesses. Viewed March 1st 2019 at
[Link]