Marketing Solutions Viet Nam
Standard Operating Procedure
There follows a set of standards that apply to each and every document, proposal, audit, recommendation
etc etc produced by, both within and without, all employees of the company.
The standards apply to make sure that Marketing Solutions Viet Nam (MSVN) is consistent. That every
employee, permanent or temporary, follows the same set of guidelines/ standards. This Standard
Operating Procedure (SOP) sets out the rules and regulations that everyone must follow.
The operating style of the company is “Honesty, Transparency, Compliant”.
The language of the company is English (United Kingdom) and Vietnamese. Not English (United States).
English is one of the advantages of the company. It is a benefit; it is a sales point. Translations will be
included sometimes, on other occasions, translation is chargeable.
MSVN is a local company registered in Vietnam. It is a Foreign Direct Investment company – an FDI. It has to
and wants to abide by all the laws of Vietnam and to adopt international standards. That ethic should be for
the benefit of the clients.
This SOP will be in various sections. Each section will be added to, according to experience and knowledge.
The SOP will be updated and re-issued on a timely basis.
Documents
Word
Language: English (United Kingdom) – for the complete document
with a Vietnamese version, if it helps understanding
Top margin: 1 cm
Bottom margin: 1 cm
Left margin: 2 cm
Right margin: 2 cm
Paper size: A4
Text: Range left – not justified
Font: Calibri – body, size = 11 point for general
Headings: size 16 point and 14 point – to include the name of the Client/ Prospect and the purpose (eg
Overview, Analysis, Recommendations etc}
PowerPoint
Language: English (United Kingdom) – for the complete presentation
Text: Range left – not justified
Font: Minimum size = 14 point – 18 preferred and be consistent
Dress code
When meeting clients: business smart
When meeting colleagues: business casual
Shoes: clean and smart
Work hours
Monday to Friday 9.00 am to 6.00 pm with an hour for lunch
There may be a need to work outside these hours due to client requirements
Meeting clients or prospects
Room Options
Meeting room at Saigon Trade Center
Client’s office
Coffee shop or hotel lobby
When MSVN is the host, offer coffee or water
When client is the host, accept their hospitality
Be well prepared, do research, anticipate questions
Meeting with colleagues or client/ prospects
Always take your computer
Mobile Phones
It is fully realised that, next to your mother, your phone is the single most important thing in your life.
BUT…
In meetings
Phones should not be present.
If absolutely necessary, put on the table/ desk, screen to the table. You want the other people in
the meeting to know that they have your undivided attention.
Do not take or make calls in a meeting, unless they are specifically to do with the meeting (client
asks a question and you need to Google etc the answer). If your phone rings, say, politely, that you
will call back.
Never leave a meeting to take a call.
Timing
Keeping time shows respect. That applies to colleagues and clients. In Saigon there are 2 problems that
everyone knows about in advance. Traffic (all the year round) and rain (about half the year). Neither of
these are valid excuses – they can be anticipated. When getting ready go to an appointment, think about
what can possibly make you late – anticipate and plan. Try to be there at least 5 minutes in advance – office
meeting, remember there will be a Receptionist and finding the office in an office building. Think ahead.
Being on time is being late.
Saigon
The formal name of the city is Ho Chi Minh City. The city was renamed after the unification of Vietnam. It is
named after Mr Ho Chi Minh, the most important and significant Vietnamese person in modern history. He
is revered and loved by many Vietnamese – for his political and social achievements.
Thus, the city is either Saigon or Ho Chi Minh City (especially in formal documents). It is NEVER Ho Chi Minh
or HCM.
Images
As a marketing, communications and social media company, the presentations will often contain images –
photographic or simple graphic. These HAVE to be royalty free. Many people “borrow” images off the web.
Not MSVN. MSVN will only ever use guaranteed free or royalty free images. Please read the licence
agreement to ensure that the images(s) will be used in line with the conditions. Sources include
[Link]
[Link]
[Link]
Good Enough?
There is a frequently heard phrase in Vietnam. The phrase is “good enough”. MSVN does not accept that. It
is never good enough. It has to be the best that can be achieved. Simple.
Emails
The use of emails to and from clients is encouraged. Other messaging systems should not be used. If
necessary, it must be explained to the client/ supplier etc that the only valid communication is via email.
Often the contents have some legal standing. Communication is key. Within a small company it is even
more important. It is important that everyone knows what is going on, thus please copy everyone in on
each email (unless it is Personal). You may want to use the “bcc” facility. From a practical point of view,
translating from VN into English is easier using email.
Once upon a time there was the carrier pigeon, then came the letter post, then came the fax and now there
is email! What progress has been made in being able to communicate with friends, relatives and business
colleagues!
In business it must be remembered that, although the formal rules are relaxing all the time, the
communication with a business colleague (especially a client) is still important. It is important that any
message says exactly what it is intended to say, and in the correct manner or style. Quite often, in MSVN, it
is part of a contract or part of the contribution to answering a question raised by a client. In that respect, it
would be really good if, in achieving a high level of client communications standards, MSVN could be
consistent in the style of presentation, showing MSVN is working together, as a team.
And the body of the message – from “Dear ??” through until Kind regards and the name of the sender???,
to be in the same size font as the Signature. It is important that the signature appears to be written each
time! We all know that the end of the message is produced automatically – but making it look natural helps
show our attention to detail.
How to start the message?
It is recommended "Dear ......." (Dear Sir/ Madam/ Alan/ Vinh Ha or Mr/ Ms/ Mrs Atkinson if the recipient is
a foreigner or plus the first name if the receiver is Vietnamese). "Hi!" has become popular but that should
be kept for messages amongst friends or family. The word "Dear" shows respect and that it recognises the
serious nature of the communication. It is business!
How to sign off?
"Kind regards", "Regards", "Best wishes" or something similar. Again, re-affirming the importance of the
communication.
To "signature" or not to "signature".
If the message is going for the very first time, the signature should be included. It tells everyone who the
sender is, the name of the company and shows the international nature of MSVN based here in Vietnam.
Once the message has been sent to a particular addressee there is no need to continue to use the
signature. There is an automatic way of only having the signature on for first time messages.
What to say?
Remember it is a business communication and needs to be clear, to the point, and accurate. The better
understood we are, the better the message will get across to those really important people - our clients!!
Do not use ‘smileys’ to a client – they are not business-like
If the communication is between members of the company, you could be a little more relaxed. However,
whenever a client is 'in the loop' please think in terms of being at "Proposal" standards.
If the email is being forwarded from a colleague to a client, please make sure the message addresses the
point (and only the point) of the email to the client, and that the forwarded message does not contain any
extraneous material. Mistakes in sending the wrong information are easy to be made. Be careful.
Presentations and Websites etc
These are key methods of communication with the target audience. MSVN has a standard of approach to
these important elements of marketing.
Simple – white space is good, as are relevant graphics
Honest – always tell the truth
Direct – easy to understand, interesting
Layout – should be balanced and consistent, not too busy
Style
The use of the “&” should be limited to when it is in the “norm”. For example: Q&A, F&B, M&A. In regular
use there is always space and using “&” in a sentence suggests laziness.
Abbreviations should be avoided. You may understand but not necessarily the reader (second language!).
Acronyms are part of everyday life and business. To help the reader, the first time the collection of words is
used, they should be written in full, with the acronym being in brackets () – to show that is how they will be
referred to in the rest of the document. Example: Marketing Solutions Viet Nam (MSVN).
Always, always check the English spelling. And always spell someone’s name correctly. Never make a
mistake in a name – ever.
Beware of the letter “z”. It is used a lot in the American language but not in the English language.
If a person is Vietnamese, please use their Vietnamese name as given by their mother. Not any foreign
name they may use. Often those foreign names are simply not right.
Quality Control
Top quality is the aim. In spelling, grammar, punctuation, layout, communication, presentation – everything
that conveys the company and everything that a client will see or experience. Do not only rely on Microsoft
to check spelling and grammar.
Personal Names
MSVN is a business. Business cards are shown with the real name of the person. That is the name to be
used when talking to, emailing or in any other form of communication, with clients, prospects or suppliers
etc. The fictitious foreign names are not to be used.
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