International Business Project: Apple's CSR Campaign in Vietnam

This project presents a comprehensive business plan for Apple Inc.'s Corporate Social Responsibility (CSR) campaign in Hanoi, Vietnam, focusing on healthcare initiatives. The plan outlines the business details, including registration requirements, premises, organizational structure, and management. It delves into the experience of key personnel, the products and services offered (free healthcare), and innovative approaches. The project addresses risk management, legal considerations, and operational aspects, including a sustainability plan and stakeholder analysis. Market research, target markets, and a SWOT analysis are included to provide a holistic view. Financial aspects, such as startup costs and budget, are detailed. The project proposes recommendations and includes references, tables, and illustrations to support the business plan. The plan's core focus is on providing free healthcare services to the people of Hanoi, importing medicines and medical equipment from Pfizer in Australia, and hiring volunteers to ensure the success of the campaign. The project's overall goal is to increase Apple's brand awareness and contribute to the welfare of the community.

International Business

Table of Contents
BUSINESS COVER LETTER........................................................................................................1
EXECUTIVE SUMMARY.............................................................................................................2
THE BUSINESS ............................................................................................................................1
Registration details......................................................................................................................2
Business premises.......................................................................................................................2
Organizational chart....................................................................................................................2
Management and ownership ......................................................................................................4
EXPERIENCE.................................................................................................................................4
Key personnel..............................................................................................................................4
Products / Services......................................................................................................................5
Innovation...................................................................................................................................5
Insurance.....................................................................................................................................5
Risk management........................................................................................................................6
Legal considerations....................................................................................................................6
Operations...................................................................................................................................6
Sustainability plan.......................................................................................................................7
Stakeholder of company..............................................................................................................8
Power interest grid....................................................................................................................14
THE MARKET..............................................................................................................................16
Market research.........................................................................................................................16
Market targets............................................................................................................................17
Environmental / industry analysis.............................................................................................17
Customers..................................................................................................................................18
SWOT analysis..............................................................................................................................18
Advertising................................................................................................................................19
THE FUTURE...............................................................................................................................20
Vision........................................................................................................................................20
Mission......................................................................................................................................20
Goals and objectives.................................................................................................................20

Action plan................................................................................................................................20
GANTT CHART...........................................................................................................................20
RESOURCES................................................................................................................................22
Human resources.......................................................................................................................22
Physical resources.....................................................................................................................23
THE FINANCES...........................................................................................................................23
Key objectives and financial review.........................................................................................26
Assumptions..............................................................................................................................26
Start up cost...............................................................................................................................26
RECOMMENDATIONS...............................................................................................................27
REFERENCES..............................................................................................................................28

Illustration Index
Illustration 1: Organizational structure............................................................................................3
Illustration 2: Power Grid..............................................................................................................14
Illustration 3: Gantt Chart..............................................................................................................22

Index of Tables
Table 1: Program Logic Model......................................................................................................15
Table 2: SWOT Analysis...............................................................................................................18
Table 3: Marketing expenses.........................................................................................................19
Table 4: Action plan.......................................................................................................................20
Table 5: Gantt Chart.......................................................................................................................20
Table 6: Budget..............................................................................................................................23

BUSINESS COVER LETTER
07/10/2017
To the Respected Investors Panel
Our business case is to invest a certain percentage of profits in CSR activities. Contributing to the society for its welfare has
been the priority of APPLE since year. Now the company is planning to invest 5% of the revenue in setting up health care in Hanoi
Vietnam. The team selected for this initiative is highly qualified having adequate experience inn handling CSR initiatives.
Medicines and medical equipments will be fulfilled by Pfizer which itself is a pharmaceutical company. Everything will be
imported from Australia to Vietnam to meet the requirements. The plan will help in redesign the future of many people who cannot
afford consultancy from qualified and renowned health care professionals. It will further help in increasing the brand awareness of
Apple as well.
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EXECUTIVE SUMMARY
Apple is a leading company involved in designing and developing software. As every company is required to invest a certain
amount in Corporate Social Responsibility, the company is planning to the same in health care sector in Hanoi, Vietnam. It will
establish a health care campaign where free health check ups will be provided to the people. All the medicines and medical
equipments will be imported from Pfizer, Australia which itself is a pharmaceutical company. Volunteers will be hired to make it a
successful event. The total estimated investment which is 5% of the revenue by Apple is 286268.014. Appropriate advertising of the
campaign will be done by the volunteers so that awareness of the campaign can be increased among the people of Vietnam.
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THE BUSINESS
Business details
Apple Inc. is a leading company that designs, develops and delivers computer software, consumer electronics, hardware i.e.
iPhone, iPad, tablet computer, Watch, TV and others. It was established in the year 1976 and headquartered in California, US. Its
Corporate Social Responsibilities (CSR) plans i.e. Global Volunteer Program, workers empowerment, EHS (Employee Health and
Safety), Energy consumption, Clean Water Program, environmental safety, waste management are held by Environmental Initiatives
President, Lisa Jackson (Apple Corporate Social Responsibility, 2017). The plan is about how firms can manage its internal business
functions so as to create positive impact on the society. In now-a-days, CSR is being emerged as a paramount of organizational
functions, wherein, firms make considerable amount of efforts for the social welfare. In the current business case, being Apple’s
representative, we have planned to carry out a CSR campaign which aims to expand & promote apple’s products and services by
undertaking various CSR initiatives and plans in Asian country. Currently, we have planned to undertake a social welfare campaign in
Vietnam, in which, people will be provided with the free of cost healthcare services so as to enjoy a healthier life ( Anh Duc and et.al.,
2012).
Owing to this, Vietnam is targeted because currently, its healthcare system combines both Eastern and Western medicine, and
the country’s government is struggling in order to establish a universal plan of healthcare that will satisfy basic medical necessities of
citizens. Currently, people have to pay cost at both public as well as private hospitals and in often cases; residents opt for private
establishments as they are comparatively well-equipped with innovative facilities. However, public hospitals face issues due to lack of
fund, unavailability of advanced equipments, lack of medical staff and doctors and lacking ICUs, as a result, people are unable to get
best quality medical treatment (Healthcare in Vietnam, 2017). Although in cities like Hanoi & Ho Chi Minh city, there are sufficient
pharmacies which are well stocked, still, most hospitals are overcrowded and outdated; hence, they are unable to serve both the
provincial and locally resided people. However, in public establishments, equipments become obsolete which need replacement.
Although in the state budge, government allocate increased fund to healthcare sector, still, it is far less so as to meet basic healthcare

needs of people (Vietnam-Healthcare, 2017). Sunstroke, sunburn, infectious diseases and dehydration are very common health
hazards in the city. Taking into consideration increasing prevalence of people medical necessities, it is decided to set Apple’s CSR
campaign in Hanoi to serve people with the best quality of health treatment. Our CSR plan will be work as a mechanism which will
undertake socially useful programs for the community welfare and their sustainable development. In this, it is decided to invest 5% of
Apple Inc’s profitability to the plan, however, medicine, vaccination and required supplies will be purchased from the leading
pharmaceutical company, Pfizer.
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Registration details
CSR campaign in Hanoi, Vietnam may require several registration requirements i.e. Medical Device Registration. Apart from
this, there are certain regulatory requirements which need to be complied with such as documentary requirement; Quality Management
System covers both Quality Control & Assurance and others (Banalieva and Dhanaraj, 2013).
Business premises
In order to set a welfare campaign at Hanoi, Vietnam for providing people with the medical facilities and benefits, a business
premises at centre of the city with adequate size will be needed. In order to organize CSR campaign in Hanoi, there are two choices
available, either to buy a premise or take the building on lease. As it is a CSR plan which does not require premises for lengthy period,
therefore, it is decided to take building on rent at a fixed monthly rental charges. Tanlong Property Company will be contracted so as
to hire an adequate size of rental property in the central area of the city. While selecting the location, there are few consideration will
be targeted includes central location, adequate size, right cost and easy convenience for the people and others (Biswas, 2013).
Organizational chart
It presents hierarchy or organizational framework which clearly demonstrates relationship the relationship between various
business activities, tasks and staff. It underpins that how the CSR program will be undertaken in Vietnam along with the level of
management and reporting authority. For the planned CSR initiative, it is constructed here as under:
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Illustration 1: Organizational structure

Management and ownership
According to above designed CSR structure, it becomes clear that CSR committee will be the central authority that includes
Chairman, Managing Director and other Board members who will set vision, mission and objectives for planned CSR campaign.
They will communicate set agenda and plans to the CSR project manager who will head entire project and look after its appropriate
implementation to deliver healthcare facilities to the people for their welfare. Apart from this, the managerial team comprises technical
expert, test lead, change manager, team leader and PMO. In emergent unpredictable cases, there may be a need to implement
necessary changes in the planned program, which is headed by change manger but, still, final decisions whether to implement required
changes or not will be taken by the CSR Sterling Committee (Meredith, and et.al., 2011). However, supervisor will monitor their
subordinates work and overlook after smooth functioning of the CSR plan. Thus, he will be work as a reporting authority to which the
staff members need to report timely. In order to ensure that all the things are well-managed, project progress reports will be
maintained and conveyed to the board members so that they can devise necessary decisions for the sound strategic management
(Larson and Gray, 2011). In the hiring plan, doctors, nurses and other staff members will be hired domestically from Vietnam because
they will be available at cheaper cost which minimizes labor cost. All the staff members will be provided with a short-training so that
they have good knowledge of various requirements which our CSR plan has targeted (Braithwaite, 2013).
EXPERIENCE
Key personnel
APPLE is planning to carry out its corporate social responsibility related project and in this project entire management will be
look after by the firms employees. Appropriate structure will be prepared under which there will be manager and employees under
him. All individuals will be from Vietnam as Directors will look after entire project and will ensure that each and every activity will
be performed in proper manner in the business. It will be ensured that there is appropriate structure in respect to implementation of
CSR project. Under this, Director of APPLE business in Vietnam will be head of project and under it there will be HR manager.
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