Business

In today’s rapidly changing global economy, companies face higher risks than ever before. As markets fluctuate continuously, business mistakes can emerge quickly, leaving long-lasting consequences. This article analyzes the causes, impacts, and strategies for companies to remain resilient amid global turbulence. Why companies are prone to mistakes during volatile periods The current world is a complex, unpredictable chessboard. Every managerial decision must account for political, commercial, and market uncertainties. In such an environment, mistakes are often unavoidable without thorough preparation. The impact of global political and economic instability Recent years have seen heightened geopolitical tensions and trade policy shifts worldwide. Conflicts between major economies, regulatory changes, and sanctions directly affect supply chains, investment flows, and cross-border partnerships. Companies operating in emerging and developed markets alike face risks when navigating international trade. Rapid macroeconomic changes influence operating costs, raw material prices, and logistics. Without accurate trend forecasting, companies risk making poor investment decisions, overextending production capacity, or signing long-term contracts under unfavorable conditions. Ignoring these global shifts often costs companies both credibility and cash flow. Supply chain disruptions and international trade risks Global supply chains have never been more fragile. Shipping costs have surged, major ports experience congestion, and stringent customs and quarantine measures in various countries disrupt the flow of goods. Companies dependent on imported materials or export markets are particularly vulnerable. When supply chains fail, contracts are jeopardized. Delays in delivery or shortages in raw materials halt production, often prompting executives to make hasty decisions, such as sourcing lower-quality alternatives or paying excessive shipping fees. Such decisions increase costs and erode competitive advantage. Psychological pressure leading to hasty decisions Market volatility exerts significant psychological pressure on company leadership. Rapid changes provoke fear of missed opportunities or excessive loss. This often results in impulsive investments, premature market expansions, or extreme cost-cutting measures. Hasty decisions neglect data-driven analysis and comprehensive market research. Actions driven by short-term emotions compromise long-term strategic planning, damaging revenue, stakeholder trust, and employee confidence. Common business mistakes and their consequences Many companies fall into familiar pitfalls that could be avoided with sustainable strategic thinking. Short-term focus over long-term vision Revenue and profit pressures often lead executives to prioritize short-term gains over long-term growth. Efforts to boost sales quickly or exploit temporary opportunities may overlook investments in technology, workforce development, and governance systems. While short-term profits may rise, the lack of long-term vision reduces competitiveness, shrinks market share, and drives talent away. Without strategic foresight, companies struggle to survive in volatile global markets. Overextended investments without risk management Some companies diversify investments across multiple sectors expecting higher revenue streams. Yet, without robust risk management and experience, resources become scattered. A single failing project can threaten the entire enterprise due to insufficient capital and manpower. Initially promising results may mask underlying vulnerabilities. When global economic trends reverse, poorly planned investments expose companies to debt, liquidity crises, and diminished investor confidence. Neglecting brand building and sustainable communication In highly competitive international markets, brand equity is a vital intangible asset. However, many companies focus solely on immediate sales, neglecting brand development and sustainable communication strategies. When markets fluctuate, customers gravitate toward professionally recognized and trustworthy brands. Companies failing to invest in branding incur higher costs for recovery, lose customers, and struggle to attract talent and strategic partners.   SEFA solutions for resilient and strategic growth To mitigate business mistakes in volatile environments, SEFA employs a globally-informed, cross-industry approach combining macroeconomic research, market data, technology trends, and consumer behavior insights. This enables companies to understand their position within the global landscape and develop long-term strategies. One key reason mistakes escalate is the lack of robust risk forecasting. SEFA assists companies in building practical risk management systems with scenario planning, early-warning indicators, and contingency strategies. This ensures proactive responses to market shifts while capitalizing on emerging opportunities. SEFA’s value lies not only in consulting solutions but also in long-term partnership. In an ever-changing world, companies need a trusted ally to co-develop and adapt strategies, provide periodic reporting, organize training, and share knowledge to strengthen internal capabilities. Partner with SEFA to build resilient business strategies, minimize mistakes, and achieve sustainable growth in a volatile global economy. For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn  Fanpage: https://www.facebook.com/sefamedia.company

Business process outsourcing (BPO) has become a core strategy for global enterprises seeking to optimize costs, scale operations, and accelerate performance. With its high-quality workforce, competitive operating costs, and strong adaptability, Vietnam is increasingly recognized as a strategic business outsourcing hub in Asia. SEFA partners with global enterprises to design and operate high-performance BPO projects, ensuring operational excellence and driving sustainable growth in international markets. Designing a strategic business outsourcing model in Vietnam Success in business outsourcing does not solely depend on choosing the right partner, it lies in the ability to design a comprehensive operational system that seamlessly connects international enterprises with their Vietnam-based execution teams. This requires strategic thinking, lean process design, and alignment with global management standards. Workflow architecture and operational integration An effective outsourcing strategy begins with building a workflow architecture that connects internal teams with offshore teams in Vietnam. This ensures continuity, transparency, and consistency at every stage of project execution. Enterprises should clearly define roles, responsibilities, and collaboration protocols between teams while integrating international-grade management and monitoring tools such as ERP systems, performance dashboards, and global project management platforms. This structure enables smooth progress tracking, quality evaluation, and real-time resource optimization, even when teams operate across different time zones. Such integration not only minimizes communication gaps but also fosters a proactive, collaborative environment, empowering global enterprises to maintain full operational control regardless of distance. Strategic resource allocation by expertise and geography Intelligent resource allocation is the foundation of every successful outsourcing model. Leveraging Vietnam’s highly skilled, adaptable, and cost-efficient workforce, enterprises can delegate complex analytical, operational, or technical tasks while maintaining optimal cost structures. The synergy between international headquarters and Vietnam-based teams enables organizations to achieve dual objectives: expanding service and production capacity while maintaining strong operational risk control. This model not only boosts efficiency but also ensures strategic flexibility and resilience amid global market fluctuations. Optimizing business performance through outsourcing in Vietnam When implemented with a strategic model, outsourcing in Vietnam enables international enterprises to achieve a complete transformation in operational efficiency. The combination of professional management systems, integrated technologies, and standardized performance measurement allows businesses not only to reduce costs but also to enhance market responsiveness and enable real-time decision-making at a global scale. Project governance and strategic KPIs The success of business outsourcing depends directly on the establishment of scientific project governance frameworks and clearly defined strategic KPIs. Rather than focusing solely on deliverables, leading global enterprises develop value-based KPIs, directly linked to tangible business outcomes such as revenue growth, delivery speed, productivity, and service quality. Defining KPIs across project phases ensures that every task can be measured, optimized, and continuously improved. Key metrics such as Service Level Agreements (SLAs), response time, and average cost per operation should be directly integrated into project monitoring systems. This approach creates a transparent operational chain, where all stakeholders, from offshore teams in Vietnam to international management, can track progress and quality in real time. Technology integration and transparent reporting In the digital era, technology is the cornerstone of efficient outsourcing operations. International enterprises operating in Vietnam should adopt integrated management systems such as ERP (Enterprise Resource Planning) for cross-departmental data alignment, CRM (Customer Relationship Management) for client engagement, and online workflow platforms to coordinate multi-regional project execution. Through full digitalization, management can monitor progress, productivity, and cost by specific workstreams. Real-time, standardized reporting aligned with international benchmarks enables leaders to make fast, data-driven, and accurate decisions. This not only enhances operational transparency but also strengthens trust between international corporations and their Vietnamese partners, laying the foundation for long-term collaboration and scalable global expansion. Risk management and quality standardization in business outsourcing Risk control and quality assurance are not just protective measures, they are the pillars that sustain long-term efficiency in global outsourcing operations. A robust risk management strategy combined with a comprehensive quality standardization framework ensures stability, reliability, and sustainable performance across offshore models. Progress tracking and performance control To achieve maximum efficiency, enterprises must establish progress and quality control mechanisms aligned with global standards. Regular KPI assessments are essential for measuring the performance of individuals, teams, and the entire outsourcing process. Combining quantitative indicators (e.g., SLA, turnaround time, productivity) with qualitative measures (e.g., internal client satisfaction) ensures that the entire project remains aligned with business objectives and timelines. Additionally, implementing a continuous review and feedback cycle enables Vietnamese teams to adapt swiftly, adjust workflows, and meet evolving global market demands—an essential condition for long-term offshore success. Data governance and international compliance A business outsourcing project can only be sustainable when it ensures data security and compliance with global regulations. Enterprises should establish a comprehensive data governance framework that includes access control, data encryption, secure storage, and regular backups. Vietnam is emerging as a leading outsourcing destination due to its compliance with international data protection standards such as GDPR, ISO 27001, and SOC 2. Adopting these frameworks not only safeguards enterprise data but also strengthens trust and credibility with partners in North America, Europe, and Southeast Asia. Cultural integration and process alignment The human factor is at the heart of every successful outsourcing initiative. Cultural differences, communication styles, and management philosophies between Vietnamese teams and international enterprises can become invisible barriers if not strategically addressed. To mitigate these risks, companies should establish cultural integration programs that help offshore teams deeply understand the organization’s values, communication norms, and working culture. At the same time, standardizing communication workflows, reporting formats, and collaboration protocols ensures consistent alignment and efficiency, even when teams operate across multiple time zones. SEFA – Comprehensive and strategic outsourcing solutions in Vietnam As global outsourcing continues to expand, SEFA stands as a pioneering partner providing a comprehensive and practical operational ecosystem in Vietnam. With deep professional expertise, an international team of specialists, and proven implementation capability, SEFA empowers global enterprises to optimize operations, mitigate risks, and achieve exceptional business performance through Offshore models. An end-to-end operational ecosystem SEFA has developed an end-to-end operational model, covering the full spectrum of business functions required by

The prolonged weakness of the US dollar is reshaping the global foreign exchange market landscape. In this context, instead of only seeing risks, savvy businesses can exploit strategic opportunities to optimize cash flow and increase profits from Forex Investment activities. Join SEFA Media in analyzing the opportunities and challenges of a weakening USD, as well as providing Forex investment strategies in the current volatile context! USD plunges, Forex market fluctuates The US dollar is facing a clear weakening trend, having fallen 8.4% since the beginning of the year by the end of May 2025 (according to Reuters). The main reason is the US Federal Reserve (Fed) loosening monetary policy, falling interest rates and concerns about the long-term fiscal situation of the US. This fluctuation has directly affected the financial and strategic activities of many businesses operating in the fields of import and export, foreign exchange investment and exchange rate risk management. For importers, a weaker USD could increase input costs if contracts are signed in other strong currencies. Conversely, for exporters to the US market, a weaker USD could reduce the purchasing power of US customers, leading to a risk of revenue decline. In addition, companies with loans or investments in USD should also be wary of the risk of rising exchange rates and the impact on financial statements. With the USD continuing to be unpredictable, it is important for businesses not to act emotionally. Staying up to date with market data, monitoring monetary policies from major central banks and incorporating internal analysis will help make appropriate investment decisions and cash flow adjustments. Instead of avoiding risks, now is the time for companies to think more strategically about financial management and foreign exchange investments. Opportunities for foreign exchange investors when USD depreciates As the world’s reserve currency, any fluctuations in the USD will have a ripple effect on other major currencies. However, instead of looking at risks alone, businesses should look for strategic opportunities to optimize cash flow and preserve asset value. Take advantage of the trend of other strong currencies When the USD weakens, other currencies such as EUR, GBP, JPY, AUD usually strengthen. Businesses can take advantage of this trend to optimize profits from currency pairs such as EUR/USD, GBP/USD, AUD/USD. A thorough analysis of the economic, political factors and monetary policies of the countries involved is necessary to make accurate investment decisions. Advantages of trading cross currency pairs Trading cross currency pairs such as EUR/GBP, GBP/JPY, AUD/JPY helps businesses minimize risks related to USD. These pairs are often highly liquid and volatile, creating attractive profit opportunities. However, businesses need to pay attention to factors that affect the exchange rates of these pairs, such as interest rate differentials and the economic situation of the countries involved. Trend trading strategy Trend trading strategies help traders take advantage of market momentum when the USD weakens by following the main uptrend or downtrend. Technical analysis tools such as Moving Averages, RSI and MACD help identify effective entry and exit points. At the same time, combining fundamental analysis of monetary policy and economic conditions helps forecast large fluctuations and avoid unexpected risks. Challenges and strategic solutions for businesses when investing in foreign exchange The volatility of the foreign exchange market is both a time to open up many attractive investment opportunities and to pose many challenges for businesses. To make the most of the potential from exchange rate fluctuations, businesses need to clearly identify the risks that may arise and prepare appropriate response strategies. Geo – Repositioning the market geographically Businesses need to update the market map according to the new district/county, understand the progress of administrative conversion to choose the right strategic location. Placing a point of sale in an area about to be upgraded to an urban area will bring pioneering advantages and high brand recognition. Risk of sudden cash flow reversal With the USD on a weakening trend, many businesses may see this as a clear and long-term trend. However, this could change abruptly if the US Federal Reserve signals an earlier-than-expected interest rate hike or a tightening of its balance sheet. Geopolitical factors such as military conflict, economic sanctions or financial crises can all cause global cash flows to fluctuate. Businesses should not bet their entire forex strategy on a single scenario. Instead, they need to build alternative scenarios, constantly updating information from FED meetings, US economic reports and geopolitical events that can change the structure of the currency market. Risks from leverage and poor capital management Financial leverage is a typical tool of foreign exchange trading, allowing investors to control trading volumes much larger than their actual capital. However, for businesses that are not specialized in finance or do not have an internal control system for investment activities, the use of high leverage can turn into a double-edged sword. In today’s volatile market, even a small adverse movement can cause an account to be “margin called”, leading to uncontrolled losses. Failure to establish clear capital management rules such as the ratio of investment capital to total assets, maximum stop loss or optimal trading volume will make the business susceptible to liquidity risk. Businesses should approach foreign exchange trading as an extension of their high-risk investment portfolio. They should identify fixed investment budgets, separate from working capital, and establish strict risk management standards, including loss warning systems and regular internal audits. FOMO psychology, investing with the crowd In the context of a weakening USD, the foreign exchange market often sees “opportunistic” trading signals, which are spread rapidly through financial forums and investment groups. This can easily create a FOMO (Fear of Missing Out) mentality even in businesses with financial decision-making teams. When FOMO prevails, businesses tend to make hasty decisions, following trends without thorough analysis. In a volatile foreign exchange environment, making decisions based on emotions is a big risk, which can lead to significant financial losses and strategic reputation. To control risk, businesses need to establish a data-driven decision-making process that combines technical analysis, fundamental analysis, and

In the context of Vietnam restructuring its regional development space, the adjustments to administrative boundaries in the North from 2025 are becoming a macro factor that directly affects business planning, business strategies, as well as the way businesses approach and serve local customers. Many businesses have gone in the wrong direction when applying the deployment model from the South without understanding local characteristics, consumer behavior and the new administrative structure. Below is an in-depth analysis of the Northern Business Strategy from SEFA Media , helping businesses have the most comprehensive and updated view when expanding the market in this key Northern region. Administrative restructuring: Macro factors shaping local Business Strategy Vietnam will officially have 34 provinces and centrally-run cities from June 12, 2025 after the 15th National Assembly passed a Resolution on the arrangement of provincial-level administrative units. These new administrative units are expected to officially begin operating from July 1, 2025. Changes in administrative boundaries are a clear sign that the State is reshaping the regional development space to optimize management efficiency and resource allocation. If businesses correctly identify the timing and scale of change, they will have the opportunity to reposition their business strategies towards deep localization and operational optimization. In the North, a series of districts in Hanoi such as Hoai Duc, Dong Anh, Gia Lam, Thanh Tri are in the process of being converted into districts, while many proposals to merge small-sized or bordering provinces into one administrative hub are being researched and tested. These changes are not simply administrative adjustments, but have a profound impact on the organization, population distribution, urbanization rate and consumer behavior in neighboring areas. This is the stage where businesses need to rethink their entire business strategy: from market planning, point of sale selection, brand communication to operating mechanisms and distribution system management. Strategic changes Businesses need to consider when implementing in the North In the process of geographical transformation, businesses need to redefine their approach to the market. From a strategic perspective, there are at least 5 major pillars that any unit needs to review and adjust. Re-analyzing market structure according to new boundaries Dividing the market according to the old administrative map is no longer appropriate. Upgraded administrative units will lead to rapid infrastructure development, a sharp increase in mechanical population, and corresponding changes in consumer demand. Enterprises need to re-analyze the market according to new residential clusters, using the adjusted district/county map as a basis for determining investment priorities. Brand positioning needs deep localization Brand communication cannot be applied in a general way. Especially in the North, consumers value prestige and local spirit, so localization in brand messages and images becomes a crucial requirement. Consumers in the North, especially in satellite cities around Hanoi, tend to be cautious, thoughtful and value prestige, commitment and transparency. A brand that wants to make a mark needs to adjust its message, image and communication activities to be close to the local culture and consumer psychology. Restructuring distribution channels and administrative licensing Administrative changes mean that business operations need to be reviewed. This is not just about updating legal documents, but also an important step to maintain business continuity in key areas. Administrative mergers can lead to changes in licensing procedures, branch or showroom locations. If not updated in time, businesses may encounter legal barriers, slow down operations or even be forced to temporarily suspend distribution. Therefore, reviewing and standardizing legal information according to new territories is an urgent requirement in the expansion strategy. Anticipate consumer trends in new regions New administrative maps always go hand in hand with regional planning maps. Understanding this trend will help businesses position themselves at the right time and strategic location to expand their market share. Boundary adjustments always go hand in hand with re-planning of core zones – buffer zones – fringe areas. Smart businesses need to proactively anticipate new residential clusters, rapidly urbanizing areas and developing commercial infrastructure. This is the golden time to capture market share early, before the market enters a period of fierce competition. Standardize multi-point operations in the distribution system Multi-branch operations become more complex in a context of constantly changing administrative maps. To avoid disruption and loss of control, businesses need to implement appropriate governance models. When operating in multiple administrative units, businesses need flexible management systems to avoid overlapping locations, duplicate costs, or lack of data control. Applying multi-branch operating models and centralized management is the key to maintaining efficiency and sustainable scalability. Exclusive flexible and adaptive Northern Business Strategy model from SEFA Media In the context of a fragmented and administratively reorganized market, the exclusive G5 model developed by SEFA Media will help businesses establish a systematic business strategy, quickly adapt to changes and aim for sustainable growth. Geo – Repositioning the market geographically Businesses need to update the market map according to the new district/county, understand the progress of administrative conversion to choose the right strategic location. Placing a point of sale in an area about to be upgraded to an urban area will bring pioneering advantages and high brand recognition. Gap – Detecting demand gaps in newly urbanized areas Not only looking at population potential, businesses need to clearly identify gaps in the service ecosystem of each new area. This is the basis for making decisions to develop appropriate product portfolios. Merger areas often have a lag between population growth and the presence of modern commercial services. Businesses should survey consumer behavior to identify product and service gaps and penetrate early. Gain – Maximize your first-mover advantage with a localized campaign Short-term growth is not enough to build a position. Businesses that want to lead need to form deep connections with their communities through strategic engagement activities. A strategy to capture new markets should be accompanied by local PR activities, community-engaging CSR programs and friendly communication. This is a quick and sustainable way to build trust with customers in new areas. Grow – Growth planning according to regional planning progress Not all regions grow at

Project Management is a strategic factor that determines the success of a business in a volatile business environment, where efficiency, accuracy, and long-term vision become the guiding principles to overcome competition. An excellent project management system not only optimizes resources but also eliminates risks, shaping a sustainable development roadmap for the organization. In this article, SEFA Media will clarify the nature of project management and the indispensable role of a professional consulting unit in the journey to create success for a business project. Core values ​​of Project Management Project Management is the delicate combination of strategy, resources, and time to realize specific goals within the budget and optimal quality. It is not just a technical process but an art that requires perfect coordination between people, technology, and strategic vision. An excellently managed project not only ensures outstanding performance but also optimizes resources, minimizes risks, and creates the premise for long-term development of the business. Project management is the backbone of any organization aiming for sustainable success. It provides clarity in direction, efficiency in resource allocation, and the ability to anticipate potential challenges. Furthermore, a well-structured project management system promotes internal transparency, strengthens coordination between departments, and enhances brand reputation in the market, creating a solid foundation for businesses to go further. Why do businesses need to work with a reputable Project Management consulting unit? In the context of increasingly complex projects requiring multi-dimensional coordination, a professional project management consultancy is not only a solution but also a strategic factor to ensure outstanding success. Optimize resources and minimize risks A professional project management consultancy brings an objective perspective and in-depth expertise, allowing businesses to anticipate and mitigate potential risks before they become problems. Through strategic analysis and meticulous planning, they ensure resources are used efficiently, minimizing waste in time, costs, and manpower. The result is projects that are delivered with optimal precision, delivering superior value at every stage, from inception to completion. Strategic vision leads the future More than just project execution, a world-class Project Management Consulting firm provides strategic solutions, turning each project into a significant step in the long-term development journey of the business. By integrating strategic thinking with advanced management methods, they not only ensure that the project achieves its goals, but also contribute to enhancing the brand and strengthening its competitive position in the market. This is especially important in industries that require constant innovation and the ability to adapt quickly. Ensure progress with superior efficiency Time is of the essence in any project, and a professional consultancy ensures that progress is maintained without compromising on quality. Using advanced management tools and strict monitoring processes, they ensure that every milestone is met on time, while optimizing operational efficiency. As a result, the business not only achieves project goals but also builds credibility and trust in the eyes of partners and customers. SEFA Media – Vietnam’s leading Project Management Strategy consulting partner In a competitive market, choosing a reliable consulting partner is a decisive factor for the success of a project. SEFA Media, as a leading strategic consulting firm, affirms its superiority through top-notch expertise, innovative thinking, and commitment to creating sustainable value. Pioneering heritage and leading expertise With 8+ years of leadership in project management consulting, SEFA Media has a solid legacy of expertise, built on thousands of multi-industry projects nationwide. Our team is constantly innovating, applying the most advanced management methods to ensure that each project is implemented with optimal accuracy and efficiency. Our deep understanding of the market and ability to adapt quickly make us the ideal strategic partner for any business aiming for sustainable success. Multidisciplinary team of experts SEFA Media’s excellence is shaped by a multidisciplinary team of experts, where outstanding minds in project management, marketing, and digital technology converge. We not only focus on completing projects but also create long-term strategies, helping businesses consolidate their position and expand their influence in the market. Sharp strategic thinking and the ability to integrate areas of expertise allow SEFA Media to provide comprehensive solutions, meeting all the challenges of modern businesses. Integrated Technology and Marketing Strategy solutions SEFA Media redefines project management consulting by integrating cutting-edge technology tools with cutting-edge marketing strategies. We use modern project management systems, from real-time progress tracking software to in-depth data analytics, to ensure every decision is informed. At the same time, the combination of marketing strategies such as SEO, Content Marketing, and Branding helps to elevate the value of projects, create an impact beyond the initial goals and position the business in a leading position. Committed to absolute transparency and personalization At SEFA Media, each project is a bespoke journey, tailored to the specific needs and goals of each business. We place transparency at the heart of our work, providing detailed, real-time reports to keep our clients informed of progress and results. This commitment, combined with our ability to personalise solutions, ensures that each project not only delivers optimal results but also delivers lasting value, helping businesses reach new heights. Project Management is the compass that guides businesses to overcome challenges and reach success milestones in a volatile business environment. As a leading Project Management Consulting unit, SEFA Media provides sophisticated and comprehensive solutions, helping businesses optimize efficiency, minimize risks, and build sustainable brands. With the mission of accompanying Vietnamese businesses to reach international standards, we are committed to turning every strategic vision into reality with the highest professionalism and class! > See more: https://sefamedia.vn/giai-phap/van-hanh-thue-cho-du-an/ For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia

Faced with a wave of strong changes from the economy, society, technology to consumer behavior, the trend of the Vietnamese F&B industry in 2025 has also seen many changes in many aspects. However, the changes in the F&B industry have created many potential opportunities for innovative businesses. Let’s explore with SEFA Media the latest trends and potential opportunities for F&B businesses in 2025. Update on Vietnam F&B industry trends 2025 in general, the situation of the F&B industry in the first quarter of 2025, the needs and behaviors of customers have changed. Accordingly, many businesses have been flexible and quickly seized opportunities, thereby effectively attracting customers. Below are the Trends of the Vietnamese F&B industry in 2025: Applying technology to enhance customer experience The first trend in the F&B industry that must be mentioned is the application of technology in service and product experiences. This is an inevitable trend in the process of maintaining and developing Vietnamese F&B businesses in recent years. Modern technology brings convenient solutions to help brands gain customer satisfaction. From online application ordering, electronic menus, ordering through channels to pre-arrival reservations, etc. are all ways for brands to satisfy customers. Technological innovation not only maintains operations, but also contributes to creating user experiences. Businesses can even rely on technological elements, innovate and create unique experiences, thereby creating memorable and impressive points in the hearts of customers. Another special benefit of modern technology is that it helps businesses collect, store and analyze customer consumption behavior. Based on that, businesses can understand customer behavior and build marketing strategies, design menus according to changing tastes, launch timely promotions, etc. Lean Model Development The trend of the F&B industry developing a compact restaurant model is gradually becoming popular. This comes from the change in consumer behavior of diners. While the demand for food and drink is high, the trend of looking for quality products at reasonable prices is increasing. Faced with that problem, many businesses are forced to accept thin profit margins, even sacrificing a portion of their profits to survive and maintain their competitiveness in the market. Besides that option, a group of businesses are oriented towards the takeaway or cloud kitchen business model. Instead of investing in space, these businesses promote the quality of their products and marketing. By choosing this option, businesses partly meet the needs of the majority of customers and partly create opportunities for themselves in the fiercely competitive F&B market. Create unique and creative spatial experiences In contrast to the above solution, many F&B businesses invest heavily in the experience of the restaurant space. When consumers gradually define restaurants or cafes not only as places to enjoy food and drinks, but also to meet other needs such as meeting, gathering, working or living virtually. Especially in the era of social media explosion, uniquely and beautifully decorated destinations attract a large number of check-in enthusiasts. Brands can take advantage of the space factor to create a difference and novelty, attract customers and become a destination widely shared on social networks. Offering a rich menu and diverse culinary experiences The next trend in the F&B industry is that today’s customers not only look for delicious dishes but also want unique menus with dishes or drinks that bear the brand’s own mark, or that tell unique stories. In addition, seasonal food and drink options or dishes that combine traditional and modern features (Fusion) have also created attraction recently. In addition, brands can create stories through their menus. This is a unique point that many Café brands have applied. By basing on the brand’s personality and story, the shop can completely create a menu, making the products more interesting, increasing the impression on customers about the brand. Prefer sustainability and environmental friendliness Nowadays, environmental friendliness has become one of the key factors for customers to decide their choice. Understanding the trend of the F&B industry, brands can create an impressive and positive impression by using environmentally friendly materials such as using paper straws, encouraging the use of personal cups/bottles instead of using plastic cups, etc. In addition, cooperating with suppliers of sustainable and environmentally friendly materials is also a way to build prestige and trust from the community. Brands proactively create emotional value through community activities Another F&B trend is that restaurants or cafes are now not only places to enjoy food, but also spaces to connect relationships, share ideas and emotions. Building a community that is attached to the brand is a potential way to attract and bring deep emotional value to them. Accordingly, a cafe can be a workshop venue or a restaurant is the perfect gathering place for friends or relatives. In this way, brands can build lasting relationships with their customers. When customers feel like they are part of a community, they are more likely to return and refer the brand to others, thus forming a network with a close relationship with the brand. Potential opportunities for F&B industry trends 2025 With its flexible and fast-changing characteristics, the F&B industry continuously sees new trends, opening up many “golden doors” for businesses. So businesses should not forget to look for new opportunities and find a way to develop strongly. The market is open to new combinations According to the Vietnam Food Business Market Report conducted by iPOS.vn and Nestlé Vietnam Co., Ltd., 2025 will witness a strong explosion of new culinary trends. As of April 2025, many unique products have become the center of attention such as: new flavors from matcha, Dubai chocolate with rich and luxurious flavors, or fresh Chaozhou beef hotpot with light broth. Especially in an era where consumers love to share experiences on social networks, dishes that are aesthetically pleasing, unique, and have interesting flavors easily create a strong viral effect. If F&B businesses grasp trends well and quickly deploy products that follow the trend or even create their own trends, they can take advantage of natural media effects, helping to increase brand awareness at low cost. The shift is clear:

The Foreign Exchange (Forex) market plays a central role in supporting businesses to manage exchange rate risks, optimize costs and enhance competitiveness in the international market in the current context of globalization. With a global transaction volume of 7.5 trillion USD per day, foreign exchange is a strategic tool to help businesses operate effectively in cross-border transactions. In this article, SEFA Media will provide an overview of foreign exchange, analyze the benefits and risks of foreign exchange in business, and provide a comprehensive view for businesses to build a sustainable financial strategy. Forex Basics in Business The foreign exchange market is where currencies are traded through currency pairs such as USD/VND, EUR/USD or JPY/USD, with exchange rates reflecting the relative value of one currency against another. In business, forex is used primarily to facilitate international transactions, such as paying a foreign supplier or receiving payments from an international customer. With high liquidity, the Forex market allows businesses to convert currencies quickly and efficiently, ensuring smooth transactions. The foreign exchange market operates 24 hours a day, 5 days a week (often referred to as 24/5), from Monday to Friday, thanks to the continuous connection of global financial centers (Sydney, Tokyo, London, New York). This brings maximum flexibility to Vietnamese businesses operating in many different time zones. Understanding this mechanism will help businesses optimize payment activities and manage exchange rate risks effectively. What challenges does the Forex market face in 2025? The foreign exchange market in 2025 is forecast to face many fluctuations and risks, influenced by both international and domestic factors, especially the policies of the US Federal Reserve (Fed), trade activities, and foreign direct investment (FDI) flows. The foreign exchange market in 2025 will be strongly affected by Fed policy (reduced frequency of interest rate cuts, stronger USD), trade challenges (risk of tariffs from the US, trade deficit from China), and a decrease in domestic foreign currency supply due to reduced FDI and net selling trend of foreign investors. The USD/VND exchange rate is expected to continue to fluctuate, with the dong under pressure to depreciate. However, Vietnam’s macroeconomic stability and policy reforms (such as upgrading the stock market) are bright spots to minimize risks and attract foreign capital inflows in the long term. Businesses need methodical exchange rate management strategies to cope with this unstable context. Some terms to know in Forex To implement an effective foreign exchange strategy, businesses need to master specialized terminology. These concepts will help businesses understand the market mechanism, thereby making accurate financial decisions: Spot Transaction: An immediate currency exchange transaction, typically completed within 2 business days, suitable for instant international payments Forward Contract: A contract that locks in a fixed exchange rate for a future currency transaction, helping a business stabilize costs or revenue. Hedging: A strategy of using financial instruments such as forwards or options to reduce the risk of exchange rate fluctuations. Currency Swap: An agreement to exchange currencies between two parties, often used to manage long-term cash flows in multiple currencies. Currency Exposure: The level of exchange rate risk a business faces when transacting with multiple currencies Benefits and Risks of Forex in Business Foreign exchange is a strategic tool that helps businesses manage finances effectively in a global trading environment, but it also comes with challenges that require careful preparation. Benefits of Forex Trading Forex trading offers a number of strategic benefits that help businesses operate effectively in a volatile global financial environment. Here are the core advantages, from high liquidity to automation, that help businesses leverage the forex market to achieve their business goals. Leverage financial leverage to optimize capital Forex trading allows the use of leverage, such as 1:100, to control larger positions than the capital available. This helps businesses optimize the cost of capital in international transactions, increasing profit opportunities when managing exchange rate risk, especially in volatile environments. Global and diverse currency pairs The foreign exchange market offers the ability to trade a wide range of currency pairs, from major pairs to regional currency pairs, allowing businesses to participate in international financial movements. This global nature allows for efficient management of multi-currency transactions and supports market expansion strategies. Short selling is easy and flexible Forex trading allows short selling of a currency without borrowing, thanks to the trading mechanism in pairs. This provides flexibility in managing exchange rate risk, especially when predicting a currency will decrease in value. Support effective technical analysis The foreign exchange market is particularly well suited to technical analysis, which is based on price history, trends, and supply and demand. Businesses can use technical indicators to predict exchange rate movements, making quick decisions without the need for in-depth financial analysis as in the stock or bond markets. Low transaction costs The cost of foreign exchange transactions is mainly the spread (the difference between the buy and sell price), which is usually lower than the commission fee in the stock market. Spreads are published transparently in real time, helping businesses control international transaction costs effectively. Automated trading improves efficiency Forex trading supports automated strategies, allowing businesses to set entry orders, stop losses, and price limits based on market movements. Automated strategies help take advantage of daily exchange rate fluctuations without constant monitoring, reducing time and effort. Potential Risks of Forex Trading Foreign exchange trading poses many challenges, especially in a volatile market environment in 2025, when Fed policy and global trade tensions increase pressure on exchange rates. Businesses need to identify and manage these risks to ensure sustainable business operations. Unexpected exchange rate fluctuations The foreign exchange market can experience strong fluctuations due to macroeconomic factors or geopolitical events, leading to losses or capital loss if the trading strategy is not effective. According to Saigon Economic Review, the USD/VND exchange rate increased by nearly 5% in 2024, and this trend may continue in 2025 as the Fed reduces the frequency of interest rate cuts, increasing pressure on businesses that do not use hedging tools. Lack of oversight in decentralized markets The forex

In the context of globalization and deep international economic integration, Go Global has become the key to breakthrough success for Vietnamese brands. Especially in the food and consumer industry, the domestic market is no longer large enough to maintain sustainable growth, while consumer demand in the international market is increasingly diverse and potential. So how to successfully penetrate the international market? SEFA Media is ready to accompany Vietnamese businesses on the Go Global journey with effective Marketing strategies and market understanding! Challenges Vietnamese brands face when “Going Global” Bringing products to the international market is not an easy journey. Brands face many major challenges such as fierce competition from international brands, strict product quality requirements and differences in consumer tastes between countries. 1. Fierce competition from international market When deciding to expand globally, Vietnamese brands not only compete with domestic rivals but also have to directly confront “giants” who have already established global reputations. These brands possess prestige, distribution networks and consumer loyalty in the local market, forcing Vietnamese businesses to invest heavily in building their brands, improving service quality and creating clear differences in order to survive and develop. 2. Differences in culture and consumer tastes Not simply bringing products abroad, Vietnamese businesses need to deeply understand consumer behavior, aesthetic tastes and shopping habits of consumers in each target country. Adjusting products to suit local tastes and consumer culture is a big challenge, requiring creativity and flexibility in product development strategies. Only by understanding these factors can brands maintain their development and dominate the international market. 3. Logistics and tariff barriers Expanding internationally requires Vietnamese businesses to overcome many logistical challenges, from high shipping costs, long delivery times to complex customs regulations. In particular, the US recently announced a 49% tax on some imported goods from Vietnam. Although not yet officially applied, this move signals the risk of increasing tariff barriers, forcing Vietnamese brands to proactively diversify markets and optimize supply chains to maintain competitiveness. The key to help Vietnamese brands conquer international markets To succeed in the “Go Global” journey, Vietnamese brands need to master a number of important factors: 1. Ensure superior product quality To win over international consumers, Vietnamese branded products need to strictly meet international quality, safety and certification standards. This does not stop at achieving basic certifications, but also requires businesses to invest in modern production technology, strictly control the process and continuously improve the product. When the product achieves high quality reliability, the brand will easily build trust and maintain its position in the international market. 2. Clear and consistent brand positioning A brand that wants to go Global needs to have its own identity, expressed through consistent messages, images and core values ​​across all communication channels. A clear positioning helps the brand differentiate itself from the myriad of competitors in the international market, while creating an impression in the minds of consumers. Maintaining consistency in its global communication strategy also helps the brand avoid the risk of being misunderstood or losing its original identity when expanding to many countries. 3. Leverage the Power of Digital Marketing In the digital age, the application of online marketing channels such as social networks, e-commerce and digital content is the key to effectively reaching international customers. Vietnamese brands need to know how to exploit customer data, analyze consumer trends in each market and use appropriate Digital Marketing tools to personalize customer experiences. This helps save advertising costs compared to traditional methods, while expanding reach quickly and flexibly. 4. Develop international cooperation strategy A successful Go Global strategy cannot be without cooperation with international partners, from distributors, agents, to strategic partners and trade organizations. Building sustainable relationships helps Vietnamese brands quickly penetrate the market, understand the operating mechanism and take advantage of the existing network of partners. In addition, cooperation also helps brands minimize risks, share costs and learn from the experience of reputable units in the global market. Go Global journey of Vietnamese brands In recent years, more and more Vietnamese brands have boldly expanded into the world, affirming their position on the global economic map. Despite facing many challenges, many Vietnamese businesses have made their mark with methodical strategies, quality products and distinct identities. 1. Cocoon brings Vietnamese cosmetics to the world Starting from the trust of domestic consumers, Cocoon has gradually built a solid position thanks to its commitment to being 100% vegan, not tested on animals, and using Vietnamese plant ingredients. Cocoon’s products quickly spread to more than 1,000 points of sale in the country, becoming a favorite brand on major retail and e-commerce channels. That trust has become the launching pad for Cocoon to reach out to the world. In August 2023, Cocoon officially signed a cooperation agreement with Guardian Malaysia, bringing products to shelves at 500 stores in the leading retail system in Southeast Asia. The brand also continued to expand its market to the US (Amazon), Taiwan (7-Eleven) and Mongolia, initially affirming the position of Vietnamese vegan cosmetics in the international market. In the context of fierce competition in the global cosmetics industry, Cocoon has created a distinct advantage thanks to its philosophy of sustainable, environmentally friendly products and exploiting indigenous values, promising to expand Vietnam’s footprint on the world beauty map. 2. Vinamilk conquers more than 60 countries worldwide Not only does Vinamilk account for more than 51% of the domestic milk market share, it also brings its products to more than 60 countries and territories thanks to a comprehensive strategy: ensuring international quality, competitive prices and thoughtful after-sales service. Each market is carefully researched by the brand to adjust the formula to suit local tastes, from sweetness, thickness to protein ratio, closely collaborating with import partners to enhance customer experience. Vinamilk’s success is also confirmed by a series of prestigious international awards such as Purity Award for infant formula, 3 stars from the International Taste Institute for Ông Thọ condensed milk or the “Best Milk Substitute 2023” award for Vinamilk Super Nut 9-nut milk. In addition to conquering

In the context of increasingly fierce global market competition, international connections to expand capacity and strategic vision have become the top priority of businesses aiming for sustainable development. With that orientation, SEFA Media had a working session and in-depth discussion with iCreationsLab – a leading creative agency from Singapore. Building a comprehensive Digital solution ecosystem At the meeting, representatives of both sides discussed building a comprehensive Digital solution ecosystem for businesses in the process of digital transformation or expanding operations to international markets. This ecosystem includes key elements such as: Optimized user experience (UI/UX) design according to international standards Integrated and flexible Digital Marketing strategy for each market Long-term brand building mindset, suitable for local consumer behavior E-commerce online sales synchronization Applying AI technology in operating, measuring and personalizing communications This model not only helps businesses develop domestically, but also opens new doors for process standardization, resource optimization and anticipating globalization trends. Master Class Pro Training Series – Giving tools, building international thinking One of the outstanding cooperation directions between SEFA Media and iCreationsLab in the coming time is to deploy a series of Master Class Pro training programs – in-depth training for businesses, leadership teams and mid-level personnel looking for a model to expand to the region. The program is designed in the direction of “practical – applied – global update”, focusing on topics such as: International Marketing Strategy Thinking Brand management in a multinational environment Designing cross-cultural customer journeys Applying digital technology and AI in revenue growth Master Class Pro hopes to become a strategic resource to help Vietnamese businesses improve their internal capacity, thereby reaching out internationally with sustainable internal strength, not just relying on short-term opportunities. SEFA Media accompanies Vietnamese enterprise Go Global SEFA Media brings a rare advantage: experience in implementing in many large markets such as North America, East Asia and Southeast Asia, combined with a PIONEER – EXCLUSIVE – DIFFERENT solution system developed to suit regional consumer behavior. Through cooperation with iCreationsLab, SEFA Media is gradually realizing its mission of becoming a strategic bridge, not only helping Vietnamese businesses gradually conquer the international market, but also creating conditions for global brands to effectively expand their operations in Vietnam, a promising market! For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia.vn

As the need to express personality through accessories becomes more and more popular among men, the men’s jewelry market in Vietnam is gradually becoming a potential land. Realizing that opportunity, PNJ has recently launched a jewelry brand exclusively for gentlemen, marking an important step in the Business Strategy to conquer new customer segments. In this article, SEFA Media will analyze the Business Strategy that understands the market and helps PNJ maintain its leading position in the Vietnamese jewelry industry! Men’s jewelry market: Untapped potential No longer a “playground” for women alone, jewelry has now become a means for men to affirm their identity and elevate their style. This has quickly heated up the men’s jewelry industry, attracting the attention of many retailers. According to Euromonitor International, the luxury jewelry market for men reached a global value of 6.5 billion USD by the end of 2023, an increase of 8% compared to 2022, and is forecast to approach the 11 billion USD mark by 2032. These impressive numbers partly show the potential for sustainable and long-term development of this industry. However, the men’s jewelry industry is still under-exploited. Most brands and retailers still focus mainly on women’s jewelry, while men’s jewelry is still quite new and lacks proper investment. Compared to the women’s jewelry market, which is already highly competitive, the men’s jewelry segment currently has few competitors, opening up great opportunities for brands to change their business strategies, pioneer in building their reputation and dominating the market. PNJ develops jewelry brand for men During 35 years of development, PNJ has carved a strong mark for women, honoring their sophistication, elegance and bravery. However, the jewelry market is witnessing a strong transformation, as men increasingly pay attention to expressing their personality and style through accessories. Grasping this trend, PNJ has recently officially launched Mancode by PNJ, a jewelry brand specifically for men. The name Mancode by PNJ is a combination of “Man” from “Gentleman” and “Code”, meaning a unique value system, where style, class and reliability are affirmed. Inspired by the image of a brick – a symbol of steadfastness and sustainability, Mancode by PNJ brings jewelry designs that express the strength and class of each gentleman. Every detail in each product is meticulously crafted, combining master craftsmanship and a sophisticated perspective on male qualities. The expansion of this men’s jewelry product line is considered a smart move, demonstrating a business strategy that understands the market of PNJ. Mancode by PNJ promises to become a pioneering trend in the men’s jewelry industry, meeting the needs of men to express their style and class. This will certainly be a source of inspiration for many other brands to develop high-end men’s jewelry products, thereby contributing to changing the jewelry market, raising awareness and promoting industry development. PNJ’s Market Understanding Business Strategy PNJ is a typical example of a brand that understands the market and has appropriate business strategies to dominate the Vietnamese market. Below are three important business strategies that help PNJ succeed in meeting customer needs and maintaining a solid position in the jewelry industry: 1. Building a professional retail model In the context of retail becoming the mainstream business trend, PNJ has quickly recognized and developed this model systematically. The brand has built a professional retail system, where each store is carefully invested, bringing a high-class experience to customers. In addition, understanding that service quality is an important factor in retaining consumers, PNJ pays special attention to recruiting and training a team of professional staff with in-depth knowledge of the products. This has helped the brand build customer satisfaction and trust, thereby strengthening long-term relationships. 2. Focus on development in big cities One of PNJ’s important strategies in understanding the market is to focus on developing points of sale in big cities. The high population density and living standards in big cities create favorable opportunities for PNJ to reach target customers. In addition, big cities are also economic centers, where people have a higher demand for jewelry, thereby helping PNJ easily build a close relationship with customers with suitable needs and income. With this strategy, PNJ has successfully expanded its store system in major cities nationwide, thereby enhancing its position and affirming its brand strength in the Vietnamese jewelry market. 3. Connecting customers emotionally through creative marketing campaigns One of PNJ’s outstanding strategies is to use storytelling in marketing campaigns to create emotional connections with customers. Each PNJ campaign is not simply promoting products but also telling an engaging story that touches consumers’ emotions. This helps PNJ create a strong emotional connection, making the brand an important part of customers’ lives. Typically, in the campaign “Does love need to be as beautiful as a dream?” in 2021, PNJ used the art of storytelling to connect customers’ emotions through the image of “holding hands” in the context of the epidemic. The brand exploited simple and sincere love stories, thereby encouraging consumers to share their personal feelings and memories. This helped PNJ create a strong connection with customers, thereby naturally boosting sales. SEFA Media – Leading Business Strategy Consulting Partner of Enterprises A business strategy that understands the market is a key factor that helps businesses survive and thrive in a fiercely competitive environment. PNJ, the leading jewelry brand in Vietnam, has demonstrated the importance of this strategy when it decided to expand its product portfolio by launching a jewelry brand exclusively for men. This is a clear demonstration of the ability to identify and exploit opportunities from potential markets, creating a difference and strengthening the brand position. SEFA Media, with experience in Business Strategy Consulting for leading businesses, is always ready to accompany brands on their journey to explore niche markets, optimize competitive advantages and build a foundation for long-term growth! > See more: Business Strategy Consulting – Sustainable business development strategy For more information, please contact us via: Hotline: 0985 196 23 Email: Contact@sefamedia.vn Fanpage: www.facebook.com/Sefamedia.vn