Lotteria's Global Business Strategy and the Role of Human Resources

This report provides an overview of Lotteria, a fast-food chain originating from the Lotte Group, detailing its history, business model, and global expansion strategies, particularly in East and Southeast Asia, including Vietnam. It explores the company's entry into various markets and its adaptation to local cultures, highlighting its marketing and branding efforts. The report then shifts focus to the role of human resources (HR) within Lotteria, outlining key HR functions such as recruitment, hiring, payroll, disciplinary actions, policy updates, and record maintenance. Furthermore, it examines how HR supports employees through career growth, continuing education, management training, and health and wellness programs. The analysis underscores the importance of HR in fostering a thriving work environment and contributing to the overall success of the business, particularly in a competitive market.

Introduction
Lotteria’s History Begin
Lotteria is the "born child" of the large family of multinational conglomerate Lotte. One of the most
popular multi-industry names in East Asia, including hotels, confectionery, real estate, import and
export, and supermarkets. In particular, fast food is one of the most famous and profitable brands of this
group. The founder of the famous fast-food brand Lotteria is Shin Kyuk Ho, a Korean businessman.
He was born in 1922 in Un San. Shin Kyuk Ho is one of the brightest examples of entrepreneurship and
tireless efforts for Korean youth at that time. In the mid-1942s when the Second World War raged, a
young man surnamed Shine was determined to advance to Japan to fulfill his dream. As soon as he
landed in the land of Cherry Blossom, he did many jobs from newspapers, selling candy, selling snacks.
The Japanese name Shiquemitsu Takeo has also been associated with him since that time.
But his living life did not make him forget about his academic duties. At the age of 24, along with work,
Shine Kuuk Ho attended Waseda University like many young Japanese at that time to hone his
knowledge. After 3 years of struggling in a foreign country, the young Shine has a capital in his hand. He
started out in the soap and detergent business. Being sensitive to trends, in 1946, he started to go into
the business of rubber glue, selling it to the Japanese army. This is one of the best-selling items at the
moment. Thanks to the boom of the chewing gum sellings, the owner Shine decided to expand the
business. This aspiration has created an important impetus for the formation of Lotte - the king brand
that dominates candy and confectionery products in Japan and is the owner branch of Lotteria which
was established shortly after.
Formation of Lotteria
The name Lotteria was born and began to dominate the Japanese fast-food production in 1970. But it
was not until 2 years later that the first restaurant-scale production facility in Tokyo was established.
Based on inspiration from his industry friend Mcdonald's. Currently, after 48 years of establishment and
development, this fast-food chain has covered all of East Asia and spread to many Southeast Asian
countries, including Vietnam, Indonesia, Myanmar...with thousands store branch.
In October 1979, Lotteria branch was officially established in Korea. Despite facing many scandals about
the return journey from abroad like Lotte Group itself, thanks to a reasonable PR policy and fast-food
menu based on the Korean culture of kimchi, it has attracted a large number of customers to come here.
with Lotteria, especially young people with famous products such as Kimchi sandwiches and Fried
Chicken...
Even, not only developing by, but Lotteria Korea also developed with great success despite the
reputation of the origin of this brand's father. This brand dominates all Korean roads and gradually
outstrips fast-food restaurants of the same name in the country. There is no reason why owner Shine
would pass up the opportunity to develop in his old hometown. Even Japan itself must admit that
Lotteria "abandoned" Japan to turn to invest heavily in Korea.
And then the regular rains began to appear with Lotteria and the offspring of Shine Kuuk starting to
expand their influence throughout Asia.

In 2002, thanks to its tireless efforts in brand promotion, Lotteria became the winner of the Marketing
Award of the Korean Marketing Association. Only 3 years later, the Lotteria wave "sprung up"
throughout Korea with a total of more than 1500 branches around the world. Despite fierce competition
with popular brands such as McDonald's or KFC, Coca-Cola... but Lotteria still does not appear to be
inferior in terms of the number of users. In addition to hosting the fast-food segment, Lotteria is also the
manager of a series of chain stores specializing in coffee, candies and cakes with many typical
Vietnamese faces such as Singum or Chocopie Lotteria.
Lotteria's battle for influence in Vietnam
In the age of fast-food products, being a late-born child, Lotteria cannot avoid the competition for
market share in the country as well as in countries with many franchises and consumers. like Vietnam.
However, with its own imprints, the trendy business campaign has made Lotteria "smart" to develop
alongside Mcdonald's, KFC, Coca cola thanks to the right business strategies.
Coming to Vietnam at a time when KFC was assured of standing firmly for 4 years. But this, does not
make the heat of the dishes in the Lotteria store become unattractive to customers. Instead of
developing a variety of specialties like in the country, Lotteria Vietnam has smartly selected the niche
market through a unique product. The brand color is a prominent red, but if KFC makes its brand with
fried chicken, Lotteria attracts fast food connoisseurs of delicious, hot Hamburger. In addition, Lotteria is
also known as the best brand that understands and satisfies customers with different tastes.
While KFC chooses Chicken as the main ingredient for processing, Lotteria has mastered many dishes
processing techniques with a variety of different ingredients from chicken and beef to squid, pork, and
shrimp. Shine's brand also regularly adds many hot dishes or mixes with the restaurant's dishes so that
diners can fully feel the new flavors. These can be mentioned as french fries, fried squid, cheese.
Lotteria is also famous as a "national brand" with a variety of prices ranging from high-end to affordable
to serve a wide range of customers. Besides, Lotteria's trend of 24/7 door-to-door delivery makes the
product more and more familiar to Vietnamese users. This is not surprising when the scale of the fast-
food company from Korea has the power to dominate the speed of expansion throughout the country.
Entering the Vietnamese market since 1998, Lotteria is now present in over 30 provinces and cities with
about 210 residential units opened. This is also the year holding the top position of domestic fast-food
brands.
The successful business strategy of the king of fast-food business in Vietnam is also explained by
another reason, which is the combination of a series of services and other products of Lotte Group, such
as movies, entertainment, and entertainment. entertainment, tourism... have contributed significantly
to the great success of Lotteria at the moment. Not only that, Lotte also created a wave of Korean
culture craze in Vietnam, especially among young people through music, movies, and brand
ambassadors who are famous actors and singers.
https://timviec365.vn/company-vip/cong-ty-lotteria.html

https://vi.wikipedia.org/wiki/Lotteria
https://text.123docz.net/document/4053672-quan-tri-thuong-hieu-lotteria.htm
https://docs.google.com/document/d/1cRc3ZaFqSsAq1RDECHhU3FxIUbeDtRY2/edit
https://docs.google.com/document/d/16aYoR96kJw-ywRuHisjxnLou-NWon44A/edit
https://drive.google.com/drive/u/0/folders/1SbPjZDD2WsvmmfUEwTj_pzDIHqaXLjFd
What does human resources do?
Ask any employee what an HR department is, and you’ll get
an answer that primarily deals with the most uncomfortable
aspects of work: HR violations, layoffs, and firing. But the
truth is that human resources is there to support employees.
It’s quite literally a resource for humans.
Here are some of the tasks your HR department is busy
completing every day.
1. Recruit candidates
HR needs to understand the organization’s needs and make
sure those needs are met when recruiting for new positions.
It’s not as simple as just throwing an ad up on Indeed: you’ll
need to analyze the market, consult stakeholders, and
manage budgets.
Then, once the role is advertised, more research needs to be
done to make sure that the right candidates are being
attracted and presented. Recruiting is a massive—and costly
—undertaking; the right candidate can revitalize an entire
organization, but the wrong candidate can upend operations.
2. Hire the right employees
Human resources are in charge of arranging interviews,
coordinating hiring efforts, and onboarding new employees.
They’re also in charge of making sure all paperwork involved
with hiring someone is filled out and making sure that

everything from the first day to each subsequent day is
navigated successfully.
3. Process payroll
Payroll is its own beast. Every payday must have taxes
calculated and hours collected. Expenses need to be
reimbursed and raises and bonuses need to be added in as
well. If you think it’s a chore doing taxes just once a year,
imagine what it must be like to be in HR and make sure
they’re properly deducted every pay period.
4. Conduct disciplinary actions
This responsibility may be why HR tends to get a bad rap.
When navigated inappropriately, disciplinary actions can lead
to the loss of a valuable employee and can even result in
litigation or a poor reputation. But when handled
appropriately, disciplinary action can result in the success of
an employee.
For instance, if a company notices that a particular employee
is routinely late and continues being late even after the
employee has received several warnings, HR could step in
and investigate the reason for the tardiness. It may be an
opportunity to extend benefits such as counseling to the
employee or offer additional resources to help the employee
learn to be on time. Instead of taking on the cost of firing and
then recruiting a replacement for that employee, it could be a
learning opportunity that could enhance that employee’s
career.
On the other hand, sometimes disciplinary action isn’t the
best course to take and an employee should be let go. The
best human resources departments know when an employee
isn’t the right fit for a company and would be happier
somewhere else. Often, it’s in the employee’s best interest to
be let go, as difficult as it seems in the moment. It’s up to HR

to develop a strong enough relationship with managers and
employees alike to identify the cohesiveness and health of a
team.
5. Update policies
Policies need to be updated (or at least examined) every year
as the organization changes. It’s HR’s job to make official
updates to policies and to suggest changes to policies when
they no longer serve the company or the employees.
Sometimes a policy should be updated as a reaction to an
occurrence. HR should always be included in and consulted
with regarding these decisions.
6. Maintain employee records
Maintaining HR records is mandated by law. These records
help employers identify skill gaps to help with the hiring
process and to analyze demographic data and comply with
regulations. They also contain personal details and
emergency contacts for each employee.
7. Conduct benefit analysis
Staying competitive is of prime importance when trying to
attract the best talent. A promising recruit may choose a
different company with lesser pay if the benefits are more
attractive. HR should routinely investigate similar companies
to see if their benefits are compatible. For instance, your
organization may consider including pet insurance in its list of
benefits (because let’s be real: pets can have a major effect
on the happiness of your employees).
How does HR support employees?
Besides the seven examples above, which are mostly
operational responsibilities, HR provides less quantitative
functions: It exists to help employees thrive.

After all, employees are the single biggest asset to any
organization. It follows, then, that protecting their well-being
is of utmost importance. Here are four ways HR helps support
the emotional and career needs of employees:
1. Providing career growth
Stagnation is bad for business, and it’s smart to keep your
best employees with the company. HR can provide career
paths to help guide each employee to a long future within the
company. HR can then check in periodically to further guide
employees on their career paths.
2. Offering continuing education
Sometimes the career growth mentioned above requires
additional training. Your organization may provide
educational assistance, and HR can help determine which
classes and training programs would be best for an employee
on his or her designated career path. HR can also work with
managers to ensure that the employee’s work schedule is
flexible enough to allow the employee to attend classes.
3. Training and supporting managers
Managers aren’t born. They’re created. HR can help provide
management guidance to managers, making sure that
department and teams are as healthy and functional as
possible. This may include periodically sending managers to
formal trainings and retreats.
4. Supporting health and wellness
It’s important to remember that employees are people.
They’ll need help weathering mental illness, health issues,
debt, pregnancies, adoption, and myriad other life
occurrences. HR can help support employees through any of
these and other circumstances.

When to contact human resources
An HR department that never interacts with employees isn’t
doing its job. While you’re developing an onboarding
procedure, educate new employees on when to reach out to
HR and what resources HR has to offer. The HR department
should regularly schedule one-on-one interviews with
employees to check in on their career progression, comfort in
their roles, and any other issues the employee may be
having.
Considering these responsibilities, employees should feel
comfortable reaching out to their HR departments in these,
and similar, situations:
 When you (or a co-worker) experience harassment
or discrimination from your colleagues, including
your manager
 When you have questions about benefits, including
company-provided health insurance, or rights
guaranteed by law
 When your personal circumstances change (e.g.
having a child, needing to reduce your hours,
needing accommodation for a disability)
 When you have questions about advancing at the
company, including opportunities to shadow other
employees or participate in additional training
 When you need an objective third-party to work
through a work-related issue
LO3
Cơ Cấu Tổ Chức
Tại Lotteria Viet Nam, người đứng đầu các miền Bắc – Trung - Nam