UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS

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END-MODULE ASSIGNMENT

Module: EVOLUTION AND REVOLUTION

OF BUSINESS
Code: BSS009-1

END-MODULE ASSIGNMENT

Student: NGUYỄN ĐÌNH NGUYÊN FOR EXAMINERS ONLY

Student ID: 2405025023 Grade (in number):
………………..
Cohort: K62BFB
Grade (in words):
Semester: I
………………..
Academic year: 2024-2025 Examiner 1
Headteacher: Nguyen Xuan Minh (Signature & Fullname)
Submission date: 12 November 2024 ………………..
Examiner 2
Student’s signature:
(Signature & Fullname)
………………..

Ho Chi Minh City, November 2024

UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY
SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS
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END-MODULE ASSIGNMENT

Module: EVOLUTION AND REVOLUTION OF BUSINESS

Code: BSS009-1

MID-TERM ASSIGNMENT

Student’s fullname: NGUYỄN ĐÌNH NGUYÊN

Student ID: 2405025023
Cohort: K62BFB
Semester: I Academic year: 2024-2025
Lecturer: Pham Hung Cuong

Ho Chi Minh City, November 2024

 Table of Contents
Summary....................................................................................................................1
Main Body..................................................................................................................1
Part 1. Company introduction.................................................................................1
Part 2. Essential Skills............................................................................................2
Part 3. Business sustainability................................................................................3
Part 4. Technological Applications.........................................................................4
Part 5: Facing Competition.....................................................................................6
Conclusion.................................................................................................................8
Reference...................................................................................................................9
Summary
This report will delve into the analysis of the company Maison Marou, a pioneering chocolate
brand in Vietnam. Without proper scanning of its internal and external environment, an
organization can operate blindly and end up failing (Çitilci T. & Akbalık M., 2020, p.22). This
study will discuss about an overview of Maison Marou company, the skills required for
management at the company, sustainable development strategies, application of technology in
business operations, and how the company faces competition. Through these work, this report
will shed light on what it takes to build a successful company.

Main Body
Part 1. Company introduction
With a general desire to escape the ordinary, from the beginning, the co-founder of Maison
Marou, had started adventuring across Vietnam to find the best quality cocoa beans (Maison
Maurou,2020). The company was started in 2011, Maison Marou stands out with its commitment
to using local cocoa sources according to the "bean-to-bar" model to control quality from bean
selection to finished product. Different from other brands, Maison Marou not only brings high
quality chocolate but also a story about culture, traditional dishes, and connection to the
Vietnamese community. By combining local materials and international processes, Maison
Marou is not only a famous brand in Vietnam but also internationally for its quality and
reputation.
From the first days, Maison Marou has built strong relationships with farmers,the company made
farmers know the value of the cocoa they produce, created products from cocoa that they have
never tried before and brought Vietnamese cocoa beans to the competition and won the prize
(Best Ever Review Food Show, 2020). By getting supply directly from farmers, Maison Marou
ensures fair prices, supports sustainable agriculture and maintains quality control. This thing can
contribute farmer to have a stable life then enhance their trust in Maison Marou company.
In addition to supporting local agriculture, Maison Marou’s production process is unique in that
they can combine the cafe and their factory under one roof. According to Maison Marou(2024),
there are 18 flagship stores and and more stores coming soon in 2024. Here, visitors can enjoy

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cakes, sweet or coffee made with Maison Marou chocolate and also watch the processing how to
make them. It is both a beautiful, cozy cafe and a chocolate shop(Vibrantly VietNam,2020).
Maison Marou aims at high-end products and high-end customers and those who love chocolate
with unique flavors. Their products are mainly dark chocolate, loved for its richness and
characteristic aroma from Vietnamese cocoa beans. Besides dark chocolate, Maison Marou also
produces many types of chocolate combining flavors such as cashew, Phu Quoc green pepper,
and green tea, giving customers a rich culinary experience.
For the global market, Maison Marou is increasingly improving higher and higher their position
day by day. Their company actively participate a lot of chocolate competition and exhibition
worlwide. With focusing on sustainbale products and building strong relationship with farmers to
create best chocolat quality, Maison Marou has changed the view of Vietnam chocolate, posited
its self in the competitive international

Part 2. Essential Skills

In today's highly competitive environment, mastering skills is crucial for survival and success.
(Khan, 2023). For Maison Marou, these skills do not stop at the professional field, but also in
management ability, communication, applying technology and adapting to change. These skills
help the company build strong internal strength, and create competitive advantage and gain
market position.
Firstly, Maison Marou's management need to have extensive knowledge about cocoa beans and
chocolate production process . Understanding how to select, process and preserve cocoa beans is
essential to ensure product quality. Because Maison Marou's production is handmade chocolate,
management needs to understand the temperature treatment process, fermentation time and flavor
mixing to retain the natural aroma of cocoa. Operating a successful company require not only
good understanding about their products, with the goal of building a premium chocolate brand,
managers at Maison Marou need to be able to effectively lead their staff. This includes recruiting
and training employees, building a positive work culture, and communicating the company vision
to each team member. Maison Marou's work environment requires creativity and meticulous
attention to detail, so leadership skills are a key factor in achieving high performance. Maison
Marou has quality staff like Stepphanie, a chef working for 3 michelin star restaurant in three
year to create new dishes and train employees for the company(Best Ever Review Food Show,

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2020). Furthermore, as Maison Marou has partnerships with many cocoa farms in Vietnam,
managers need excellent communication and negotiation skills to maintain and develop long-term
relationships. These skills enable managers to negotiate prices, ensure the quality of raw
materials, and create strong relationships with local partners, thereby helping the company have a
stable supply of cocoa. Besides, strategic thinking and problem solving skills is very important
for Maison Marou's managers face challenges in the premium chocolate industry. This is an
important factor that helps the company adapt to market changes, create new products and
optimize production processes. For example, in the event of difficulties with raw materials,
management may have to look for new sources of supply or adjust production formulas to ensure
product quality. The final skill that manager of Maison Marou need is adaptability and
sustainable development. With a commitment to sustainability, Maison Marou’s management
needs to have a strategic environmental and social mindset. The company not only seeks to
reduce its environmental impact but also contributes to the community by supporting cocoa
farms. Managers need to understand how to implement sustainable policies, from using eco-
friendly packaging to supporting local economic development.

Part 3. Business sustainability

Maison Marou asserts that their core mission and strategy are sustainble development (Christina
Ameln, 2019). During operating, Maison Marou has continuously developed a sustainable
business model, it not only bring benefit to their company but also local agriculture and
environmental protection.
Right from the beginning, Maison Marou went looking for sustainable sourcing and created
cooperative relationships with farmers.From 2016 to 2017, Maison Marou made more than 200
trips to find supplies in 20 cocoa growing households and spend $5.400 for developing farmers's
facilities (Christina,2019). Different from other companies, Maison Marou do not get cocoa from
market sources, they create close network with suppliers from 6 provinces in Vietnam such as
Lam Dong, Dak Lak, Dong Nai, Ba Ria, Ben Tre and Tien Giang(Maison Marou, 2024). The
company ensures that the farmers get fair prices from their cocoa when they get a supply for
$4.003 per ton higher than market supply ($2,119 per ton) (Gregor, 2018) .This gives farmers a
stable life and trust in the company. Furthermore, Maison Marou also support farmers to build
sustaible agriculture by intercroping cocoa with other plants to make the soil more fertile. This

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intercropping sytems has a positive impact on the environment, it not only increase nutrients for
plants but also ruduce soil erosion (Moreira et al., 2024). Futhermore, Maison Marou just only
use Vietnam cocoa to preserve the distinctive flavor of this land. With unique and special flavor,
Maison Marou want to protect Vietnam cocoa species by promoting natural farming methods and
preserving domestic cacao varieties, Maison Marou contributes to preserving Vietnam's
agricultural heritage.
Maison Marou applies environmentally measure in product process, from minimize waste, energy
to products material. Maison uses recyclable and environmentally friendly packaging, to limit the
positive impact to the environment. Maison Marou is also researching solutions to reduce carbon
emissions in the chocolate production process, contributing to environmental
protection .Moreover, Maison Marou organizes activities to help consumers understand and
support sustainable products. In Hanoi, at a free chocolate tasting class, together with chocolate
experts, customer gain more knowlege abou chocolate and enjoy chocolate free(Vietnamnews,
2020). At Maison Marou cafes, customers can taste Maison Marou chocolate and participate in
workshops on the origin of cocoa to learn more about their products and the value of sustainable
development.
The commitment to sustainable development has helped Maison Marou become a outstanding
brand in the Vietnamese chocolate industry. This has created a brand of high quality products that
are also environmentally friendly, the things that society is very concerned about at the moment.

Part 4. Technological Applications

From e-commerce platforms to leveraging social networks, Maison Marou has built a diverse
technology ecosystem including Tiktok, Instagram, Facebook, website,... so that customers can
easily approach and learn about products. Maison Marou has applying modern technology to
increase business efficiency and customers experience, especially in today people gradually give
up traditional markets to switch to online shopping because the price is cheaper ( Laudon and
Traver, p. 9 ).
Building a strong e-commerce platform is an important step of Maison Marou company. With the
development of the internet, Maison Marou has realized the need for an online shopping platform
not only to satisfy domestic customers but also to expand to the international market. On their
commercial platform such as Shopee and their website, Maison Marou sell chocolate products,

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special gifts and seasonal products, making it easy for customers to buy with just a few clicks.
Maison Marou can bring benefit from this when they can use e-commerce to expand customer
approach. In the past, Maison Marou chocolates were mainly sold in stores, but now, customers
from all over can easily access and shop for products. This not only increases revenue but also
helps the brand build sustainable relationships with customers through convenient online
services.
By sharing story about their jouney on their online social media platform such as Tiktok,
Instagram and Facebook, Maison Marou can closer to customers and create brand image in the
mind of customers. By posting photos of the chocolate production process, articles about the
origins of cacao, and interesting stories about local farmers, Maison Marou has attracted a large
following and local and international fans on these platforms. Benefits of this is Maison Marou
can enhance brand customer's awareness and receive feedback and reviews about the store
directly and quickly. From there they can understand their customer experience then they can
make strategies to develop customer services and perform better.Moreover, Maison Marou also
uses platforms to provide a personalized shopping experience for each customer. By analyzing
data about customer behavior, they can recommend products that are relevant to each consumer.
For example, customers can receive suggestions for seasonal chocolate products or products
related to what the customer is searching for. This personalized experience creates a sense of
closeness and special care for customers, making them feel satisfied and tend to return to shop
again. This also helps Maison Marou build customer loyalty and increase revenue.
Maison Marou also apply technology to manage product consistency and quality to achieve the
highest level. The modern devices can control temperature, humidity and another factor in
chocolate's manufacturing to ensure the best output.Furthermore, the use of modern machinery
and technology can minimize waste and increase production efficiency. By using technolgy in
producing, Maison Marou can maitain the quality and reduce the impact on environment.
Producing more efficiently, using less material, contribute to environmental protection, and
reduce operating costs.

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Part 5: Facing Competition
In the Vietnamese market, the demand for chocolate is increasing, and many local brands have
appeared to meet this demand. In addition to Maison Marou, other sweets, cake and chocolates in
the market, creating competition in gaining market share and consumer attention. Maison Marou
counters domestic competition by focusing on its unique point: "bean to bar" chocolate with
100% form Vietnamese local cocoa. This thing helps Maison Marou differentiate itself from
other brands, as they are committed to using local cocoa and supporting the farmers. This not
only attracts customers but also creates trust in the quality and origin of the products. In addition,
Maison Marou has built flagship stores in Ho Chi Minh City and Hanoi, where customers can
directly experience the chocolate making process and enjoy the products. Creating coffee stores
that combine experiences has helped brands build close relationships with customers, creating a
competitive advantage over competitors that only sell through traditional distribution channels.
Maison Marou is not only facing with domestic competitors but also foreign competitors.
Customer only buy Maison Marou in their specific store, while some international chocolate
brand have large distribution in major supermarkets like Coop Mart and Winmart, and in
convenience stores such as 7Elenven and Circle K, which make customer can easily approach the
products( MP Team 4- Marou- MP ASM 2, 2021). Beside that, Maison Marou company are still
competing with brands that have been positioned in the international market such as Milka,
Godiva and Noka. To win the market, Maison Marou emphasizes its unique story. They
emphasize Vienam culture and tell the story of Vietnamese cocoa origins, which helps
differentiate themselves from foreign competitors. By introducing Vietnamese culture and style
through packaging, the unique flavors of chocolate and handmade products, Maison Marou can
differentiate itself and attract consumers who are looking for unique and highly local products.
Maison Marou also continuously improves product quality to meet international standards. They
combine handicraft and high-tech chocolate manufacturing, ensuring the quality of their
chocolate meets international standards. This helps the brand compete better with foreign brands
that create advantage competition and build a strong position in the international market.

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To compete effectively, Maison Marou must have creative and innovative strategies. Firstly,
Maison Marou not only focuses on the domestic market but also focuses on expanding to the
international market. They participate in international cocoa competitions and exhibitions,
introduce products in major markets such as the US, Europe and Asia, and approach global
customers through e-commerce platform. Especially in 2018, Maison Marou received the award
for the world's number 1 chocolate (MP Team 4 - Marou - MP ASM 2, 2021). .This presence
helps them build a reputation in the international market and gradually compete with global
chocolate brands. Further more, being recommended and praised by celebrities and famous chefs
around the world about Maison Marou products creates a good competitive advantage for this
company. Maison Marou chocolate bar and sweets are voted number one in the world in 2016 by
Michel Roux, a chef famous for three-time Michelin award winner ( Vietcetera, 2022).
Moreover, to build customer trust and become attractive in the international market, Maison
Marou has invested in quality certifications such as organic certification, sustainability
certification and toxic chemical-free production standards. This not only enhances the brand’s
reputation but also meets the needs of international consumers who are concerned about the
sustainability and origin of the products they buy.
Maison Marou has applied many technologies to increase its competitive advantage. They use
technology to make the supply chain transparent, allowing customers to see all the process from
cocoa beans to the final chocolate bar. This is a great advantage in building trust with customers,
especially in developed markets where consumers increasingly demand transparency and food
safety. E-commerce is also an important platform that Maison Marou has used to advertise their
chocolate products. Through e-commerce platforms, the brand can reach customers in many
different regions without having to rely on traditional stores. Maison Marou has developed its
own e-commerce website and together with international e-commerce platforms to expand its
distribution networks.

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Maison Marou build community and build good relationships with customers. Maison Marou not
only sells products but also builds a community of customers who love Vietnamese chocolate
culture and products. Through in-store activities, Maison Marou helps customers better
understand the production process and origin of the products. This not only increases loyalty but
also creates a group of loyal customers who will support and promote the brand. Maison Marou
is also active on social media, creating attractive content such as beautiful images, videos sharing
the production process, and stories about cocoa farmers. This helps the brand get closer to
customers and create a impression from customers. Importantly, Maison Marou continues to
build sustainable relationships with suppliers. Maintaining these relationships helps the company
ensure a supply of quality supply, together with creating positive impacts for local communities.

Conclusion
Maison Marou is a leading brand in the Vietnamese handcrafted chocolate industry, with a
commitment to sustainability to environment, emphasising Vietnam's culture and using local
supply . By combining technology and sustainable strategies, Maison Marou not only improves
product quality but also creates long-term value for the Vietnamese cocoa growing community.
Despite facing fierce competition from domestic and international competitors, the company still
maintains a competitive advantage thanks to the uniqueness of its products and strong brand
story. Maison Marou has great potential for expansion and development, with smart market
access strategies and technology applications. To continue to succeed in the future, Maison
Marou needs to maintain its commitment to sustainable development, promote product,
innovation and expand international markets, while maintaining its core value of bringing unique
artisanal chocolate experiences and connecting with Vietnamese culture.

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Reference
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scanning process', in Handbook of research on decision-making techniques in financial
marketing, pp. 336-357. IGI Global.
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Chocolate. Available at: https://marouchocolate.com/story/about-cacao-and-chocolate-in-
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(Accessed: 21 November 2020).
Khan, A. (2023) '10 essential skills every business manager should master', Global Journal of
Econometrics and Finance, 1(01), pp. 1-12.
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Gregor, S. (2018) Marou cacao report 2018. Marou Chocolate. Available at:
https://marouchocolate.com/wp-content/uploads/2019/05/Marou-Report_English-
2018_220419for-WEB.pdf (Accessed: 11 November 2024).
Moreira, B., Gonçalves, A., Pinto, L., Prieto Lage, M. A., Carocho, M., Caleja, C. and Barros, L.
(2024) 'Intercropping systems: an opportunity for environment conservation within nut
production', Agriculture, 14(7), p. 1149.
MP Team 4 – Marou – MP ASM ( 2021) Studocu. Available at:
https://www.studocu.com/vn/document/royal-melbourne-institute-of-technology-university-
vietnam/marketing-principles/mp-team-4-marou-mp-asm-2/10933232?origin=search-results
(Accessed: : 11 November 2024 ).
Vietcetera ( 2021) 'Marou: một hành trình 10 năm mang chocolate Việt Nam ra thế giới'.
Available at: https://vietcetera.com/vn/marou-mot-hanh-trinh-10-nam-mang-chocolate-viet-nam-
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Laudon, K. C. and Traver, C. G. (2007) E-commerce. Pearson India.

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