KẾ HOẠCH MARKETING XUẤT KHẨU LAO ĐỘNG TRONG LĨNH VỰC CƠ KHÍ, XÂY DỰNG XÂM NHẬP VÀO THỊ TRƯỜNG CỦA NỀN VĂN HĨA TRUNG CẬN ĐƠNG Topic: Marketing planning for the product of company can enter the market of Middle East countries Cultural (Saudi Arabia, Iran, Iraq) Product: Labor exporting in the fields of Mechanical Engineering, Building Market: Saudi Arabia market TABLE OF CONTENTS Foreword I ANALYSIS OF EXTERNAL ENVIRONMENT I.1 Analysis of macro environment Geography and population Politics Economic Environment I.2 Analysis of the industry environment The needs assessment Competitive Analysis II ANALYSIS OF CULTURE’S EFFECT ON THE MARKET Saudi Arab Culture How the cultural differences between Vietnam and Saudi Arab affect business? Positioning Selecting a market segment III MARKETING STRATEGY Pricing strategy Distribution strategy Communication Strategy Human Strategy IV CONCLUSION Foreword Why choose this market? When the potential labor market like Korea, Taiwan is at risk of closure to Vietnam Labor due to "labor escape," labor exporting in country in general and for our company in particular is difficult to fill the labor contract signed with Malaysia partners because low wage in Malaysia not attract workers So company needs to explore new markets like the Middle East, Japan, and USA, to make sure to catch the market and achieve better business results We group 06 propose Company a solution for labor exporting to Saudi Arab market and this is a safe and good income market (political stability) Middle East is considered as the open market, capable of receiving large numbers of foreign workers, not specify quotas as other countries Industries receiving the labor are much diversified, to nearly 100 industries Most labor-intensive industry is now building and mechanical engineering The number of Vietnam labor-received in this market is very small Therefore, the Ministry of Labor - Invalids and Social Affairs organizes the business and workers Supporting Program to recruit in this market Ministry of Labor - Invalids and Social Affairs set a target from 2010 onwards, each year will export 50,000 workers to Saudi Arabia I ANALYSIS OF EXTERNAL ENVIRONMENT I.1 Analysis of macro environment Geography and population The Kingdom of Saudi Arabia al-Mamlakah al-‘Arabiyyah as-Sa‘ūdiyyah, commonly known in British English as Saudi Arabia and in Arabic as as-Sa‘ūdiyyah, is the largest state in Western Asia by land area, constituting the bulk of the Arabian Peninsula, and the second-largest in the Arab World It is bordered by Jordan, and Iraq on the north and northeast, Kuwait, Qatar and the United Arab Emirates on the east, Oman on the southeast, and Yemen on the south It is also connected to Bahrain by the King Fahd Causeway The Red Sea lies to its west, and the Arab Gulf lies to the northeast Saudi Arabia has an area of approximately 2,149,690 km2 (830,000 sq mi), and it has an estimated population of 27 million, of which 8.8 million are registered foreign expatriates and an estimated 1.5 million are illegal immigrants Saudi nationals comprise an estimated 16 million people Politics Saudi Arabia is an absolute monarchy, although, according to the Basic Law of Saudi Arabia adopted by royal decree in 1992, the king must comply with Sharia (that is, Islamic law) and the Quran The Quran and the Sunna (the traditions of Muhammad) are declared to be the country's constitution, but no written modern constitution has ever been written for Saudi Arabia, and Saudi Arabia remains the only Arab Nation where no national elections have ever taken place, since its creation No political parties or national elections are permitted and according to The Economist's 2010 Democracy Index, the Saudi government is the seventh most authoritarian regime from among the 167 countries rated On 25 September 2011, Saudi Arabia's King Abdullah has announced that women will have the right to stand and vote in future local King Abdullah of Saudi Arabia elections and join the advisory Shura council as full member and be able to run as candidates in the municipal election, but the King never yet mentioned about not allowing women to drive cars and to live a life without male guardians The Al ash-Sheikh and the political role of the ulema: Saudi Arabia is almost unique in giving the ulema (the body of Islamic religious leaders and jurists) a direct role in government The ulema have also been a key influence in major government decisions In addition, they have had a major role in the judicial and education systems and a monopoly of authority in the sphere of religious and social morals Monarchy and royal family The king combines legislative, executive, and judicial functions and royal decrees to form the basis of the country's legislation The king is also the prime minister, and presides over the Council of Ministers (Majlis al-Wuzarāʾ), which comprises the first and second deputy prime The royal family dominates the political system The family’s vast numbers allow it to control most of the kingdom’s important posts and to have an involvement and presence at all levels of government Economy Environment Saudi Arabia is the 19th largest exporter and the 20th largest import market in the world Exports now represent all economic sectors Topping the list of exports to some 90 countries are petrochemicals, plastics, metal goods, construction materials, and electrical appliances Saudi Arabia's command economy is petroleum-based; roughly 75% of budget revenues and 90% of export earnings come from the oil industry The oil industry comprises about 45% of Saudi Arabia's gross domestic product, compared with 40% from the private sector (see below) Saudi Arabia officially has about 260 billion barrels (4.1×1010 m3) of oil reserves, comprising about one-fifth of the world's proven total petroleum reserves The government is attempting to promote growth in the private sector by privatizing industries such as power and telecommunications Saudi Arabia announced plans to begin privatizing the electricity companies in 1999, which followed the ongoing privatization of the telecommunications company Shortages of water and rapid population growth may constrain government efforts to increase self-sufficiency in agricultural products Oil price increases of 2008–2009 have triggered a second oil boom, pushing Saudi Arabia's budget surplus to $28 billion (110SR billion) in 2005 Tadawul (the Saudi stock market index) finished 2004 with a massive 76.23% to close at 4437.58 points Market capitalization was up 110.14% from a year earlier to stand at $157.3 billion (589.93SR billion), which makes it the biggest stock market in the Middle East OPEC (the Organization of Petroleum Exporting Countries) limits its members' oil production based on their "proven reserves." The higher their reserves, the more OPEC allows them to produce Saudi Arabia's published reserves have shown little change since 1980, with the main exception being an increase of about 100 billion barrels (1.6×1010 m3) between 1987 and 1988 Matthew Simmons has suggested that Saudi Arabia is greatly exaggerating its reserves and may soon show production declines (see peak oil) Saudi Arabia is one of only a few fast-growing countries in the world with a relatively high per capita income of $24,200 (2010) Saudi Arabia will be launching six "economic cities" (e.g King Abdullah Economic City) which are planned to be completed by 2020 These six new industrialized cities are intended to diversify the economy of Saudi Arabia, and are expected to increase the per capita income The King of Saudi Arabia has announced that the per capita income is forecast to rise from $15,000 in 2006 to $33,500 in 2020 The cities will be spread around Saudi Arabia to promote diversification for each region and their economy, and the cities are projected to contribute $150 billion to the GDP However the urban areas of Riyadh and Jeddah are expected to contribute $287 billion dollars by the year 2020 In December 2005, Saudi Arabia joined the World Trade Organization (WTO), a significant development that gives Saudi products greater access to global markets, creates jobs and encourages foreign investment Year 2010 GDP is approximately 676 billion USD; income per capita is about $25.345/year I.2 Analysis of the industry environment The needs assessment Foreign employees: Saudi Arabia is a destination for workers who are seeking employment from South, East Asia, East Africa and the Middle East Hundreds of thousands of unskilled labor from developing countries have migrated to Saudi Arabia In addition to United Arab Emirate (UAE) and Qatar, Saudi Arabia is considered as the market demand for huge labor from Vietnam Ministry of Labor - Invalids and Social Affairs said Saudi market can absorb hundreds of thousands of foreign workers/year Saudi Arabia is an easy market, which may receive unskilled workers and workers with professional skills The areas with diversified needs: oil and gas, nurse, assistant, engineering, construction Recruitment Criteria to Saudi Arabia is also suitable for Vietnamese: male from 21 to 50 years old, 160cm height and weighs 60kg or more, graduate secondary school or higher; have no criminal records; healthy enough to work in foreign countries in accordance with the Ministry of Health regulation Except for skilled workers they must have work experience of two years or more Competitive Analysis As mentioned above Saudi Arabia market can receive hundreds of thousands of foreign workers/year Overall this market is not limited quotas So this is a huge market for companies to exploit According to the Ministry of Labor - Invalids and Social Affairs, in 2009, Vietnam exported to the Middle East about 10,000 workers, of which the workers exported to Saudi Arabia is very modest about 1,000 workers About the competitor: • Foreign competitors: Indonesia, Philippine has similar cultures to Saudi Arabia, population and labor is large, India is a country whose culture is also closer to Saudi Arabia than Vietnam Wage in this market is acceptable for the majority of employees in the other countries and China, so they were very favorable in the export of labor in this market Particularly Indonesia exports to the Middle East over 25,000 employees/week, for Philippine is over 10,000 employees/ week Vietnam still has to compete with other strong labor exporting countries as China, India However, recently, Indonesia request Saudi to sign a memorandum on the protection of employees and said it will stop sending labors to Saudi Arabia until the note was signed Indonesia has been discussed for months demanding Saudi Arabia to increase the minimum wage for maids and ensure the working conditions for workers in Indonesia Philippine has also imposed more conditions in the recruitment and use of their employees Arabnews.com quoted a spokesman of the Saudi Arabia Ministry of Labor Hattab Bin Saleh Al-Anzi that Saudi will find the labor supply and house maids from other countries "because many countries are interested in sending labors to Saudi.”The statement is an opportunity for other countries to exploit this market (including Vietnam) Ministry of Labour - Invalids and Social Affairs has been promoting the program to export 50,000 workers to Saudi Arabia each year This actually increases the competitiveness of our company in particular and Vietnam enterprises in general • Domestic competitors Our company is one of the enterprises licensed to export labors to Saudi Arabia by Ministry of Labor - Invalids and Social Affairs (over 50 companies) so the domestic competitors is now the licensed enterprises When market is favorable it will stimulate other firms entering the market Because market demand is not limited so competition among recruiting firms mainly in the skill and high or low cost to export labor The company should: • Align with policies of supporting to send labors working overseas under contracts for the nine provinces: Nghe An, Ha Tinh, Quang Binh, Quang Tri, Phu Yen, Khanh Hoa, Ninh Thuan, Binh Dinh and Hau Giang to recruit the workers with the low expense that employees need to pay so labor supply here will be large (because employees in the rural areas is mostly the poor if the cost is too high, they will not meet financial requirement) • Recruit skilled labor from the training institution in the country • Recruit the worker back from another country because these people have experience working abroad • Do well in training and retraining skills, foreign language proficiency for employees Educate knowledge of Arab culture for employees Also need to educate them about the typical cultures of China, Japan, U.S., Europe for them because there are many foreign workers come from different nationalities working and living in Saudi Arabia II ANALYSIS OF CULTURE’S EFFECT ON MARKET STRATEGY Saudi Arabia Culture The pilgrims are praying at the Masjid Al Haram Mecca Water Park at Ri-ace Saudi Arabia is a very conservative country with centuries-old attitudes and traditions, often derived from Arab tribal culture This conservative tendency has been bolstered by the austerely puritanical Wahhabi form of Islam, which arose in the eighteenth century and now predominates in the country The many limitations on behaviour and dress are strictly enforced both legally and socially Alcoholic beverages are prohibited, for example, and there is no theatre or public exhibition of films Public expression of opinion about domestic political or social matters is discouraged There are no organizations such as political parties or labour unions to provide public forums Daily life is dominated by Islamic observance Five times each day, Muslims are called to prayer from the minarets of mosques scattered throughout the country Because Friday is the holiest day for Muslims, the weekend begins on Thursday In accordance with Wahhabi doctrine, only two religious holidays are publicly recognized, ʿĪd al-Fiṭr and ʿĪd al-Aḍḥā Celebration of other Islamic holidays, such as the Prophet’s birthday and ʿĀshūrāʾ (an important holiday for Shīʿites), are tolerated only when celebrated locally and on a small scale Public observance of non-Islamic 10 religious holidays is prohibited, with the exception of September 23, which commemorates the unification of the kingdom Islamic heritage sites Saudi Arabia, and specifically the Hejaz, as the cradle of Islam, has many of the most significant historic Muslim sites including the two holiest sites of Mecca and Medina.One of the King's titles is Custodian of the Two Holy Mosques, the two mosques being Masjid al-Haram in Mecca, which contains Islam's most sacred place, the Kaaba, and Al-Masjid al-Nabawi in Medina which contains Muhammad's tomb However, Saudi Wahhabism is hostile to any reverence given to historical or religious places of significance for fear that it may give rise to 'shirk' (that is, idolatry) As a consequence, under Saudi rule, the Hejaz cities have suffered from considerable destruction of their physical heritage and, for example, it has been estimated that about 95% of Mecca's historic buildings, most over a thousand years old, have been demolished.These include the mosque originally built by Muhammad's daughter Fatima, and other mosques founded by Abu Bakr (Muhammad's father-in-law and the first Caliph), Umar (the second Caliph), Ali (Muhammad's son-in-law and the fourth Caliph), and Salman al-Farsi (another of Muhammad's companions).Other historic buildings that have been destroyed include the house of Khadijah, the wife of the Prophet, the house of Abu Bakr, now the site of the local Hilton hotel; the house of Ali-Oraid, the grandson of the Prophet, and the Mosque of abu-Qubais, now the location of the King's palace in Mecca Critics have described this as "Saudi vandalism" and claim that over the last 50 years 300 historic sites linked to Muhammad, his family or companions have been lost It has been reported that there now are fewer than 20 structures remaining in Mecca that date back to the time of Muhammad Dress Saudi Arabian dress strictly follows the principles of hijab (the Islamic principle of modesty, especially in dress) The predominantly loose and flowing, but covering, garments are suited to Saudi Arabia's desert climate Traditionally, men usually wear an ankle length shirt woven from wool or cotton (known as a thawb), with a keffiyeh 11 (a large checkered square of cotton held in place by a cord coil) or a ghutra (a plain white square made of finer cotton, also held in place by a cord coil) worn on the head For rare chilly days, Saudi men wear a camel-hair cloak (bisht) over the top Women's clothes are decorated with tribal motifs, coins, sequins, metallic thread, and appliques Women are required to wear an abaya or modest clothing when in public • Ghutrah (Arabic: ‫ )غتره‬is a traditional headdress typically worn by Arab men It is made of a square of cloth ("scarf"), usually cotton, folded and wrapped in various styles around the head It is commonly worn in areas with an arid climate, to provide protection from direct sun exposure, and also protection of the mouth and eyes from blown dust and sand • Agal (Arabic: ‫ )عقال‬is an Arab headdress constructed of cord which is fastened around the Ghutrah to hold it in place The agal is usually black in colour • Thawb (Arabic: ‫ )ثوب‬is the standard Arabic word for garment It is ankle length, usually with long sleeves similar to a robe • Bisht (Arabic: ‫ )بشت‬is a traditional Arabic men’s cloak usually only worn for prestige on special occasions such as weddings • Abaya (Arabic: ‫ )عباية‬is a women's garment It is a black cloak which loosely covers the entire body except the head Usually, the sleeves are decorated with stitched embroidery and different bright colors or even crystals, and the rest of the cloak is plain Some women choose to cover their faces with a niqāb and some not Recently, there's a move towards Abaya colors other than black especially in the Makkah Province in the west of the Kingdom • Kameez/Kurta Shalwar is a men's and women's garment It is worn by Pakistani people in Saudi Arabia How cultural differences between Vietnam and Saudi Arab affect on business? 1.1 The egalitarianism/hierarchy Countries ranked by the egalitarianism/hierarchy 12 Vietnam: 20 scores; Saudi Arabia: 25 scores - The Saudi Arabia attaches great importance to hierarchy that are the result of absolute monarchy, no constitution and parliament The king holds all power with the Council of Ministers, social stratification is extremely clear - In the hierarchical society, the social structure and institutions are stratified, welldefined for people to interact with each other People in powerful positions are treated according to etiquette, with reverence, and respect The title is often important, and people base on it to build the command string In the hierarchical culture, the role of leaders can be powerful or paternalistic, and people turn their face to the leaders to get their guidance - Therefore, subordinates, employees will have the following behaviors: + Employees need the guidance of their superiors, to be monitored regularly, clear and detail instructions about their role, always check whether leaders understand them or not, they have very few questions 13 + In the hierarchical society, the meeting was convened to discuss about the available decision or will be made by the leaders In Vietnam, there are some differences that the opinions are contributed and decided by majority of people, when the majority decided, others comply to + They will not have much of personal opinion; avoid giving comments about subordinates, superiors and self-evaluating Although Vietnam has the advantage of being in the group of countries ranked in the egalitarianism/hierarchy closer to Saudi Arabia than the rest of the group, but there are still major differences So the employees need to be train the compliance with the direction of superior, the available standards of Saudi Arabia society before sending workers to this country • 2.2 Place the emphasis on group The ranking in terms of the group focus Vietnam: 25 scores; Saudi Arabia: 21 scores • Maintaining a harmonious environment is both important and beneficial to all members • Loyalty is the prime importance Personal are cared and protected by the family and group It is believed that the group is always greater than the total 14 number of individuals forming that group • When recruiting, focus on candidates who not talk much about individual accomplishments, evaluate the candidates with high group focus, they will not tell them what they It is necessary to find out how to work and get success of the group that they had previously worked for • The manager with a global perspective needs to quickly identify trends in order to identify whether employees willing to accept the offer or not • They focus on the organization's policies, the integration and the needs of the group Loyalty and seniority are important Therefore there is often the promotion in the organization, derived from the creative talents of the group, not the individual So it is also favorable for the Vietnam labor when working here because Vietnam and Saudi Arabia's ranking in terms of group focus are also close together But workers need training before they work overseas because of this difference * 2.3 Relation Ranking countries: relation Vietnam: 17 scores; Saudi Arabia: 25 scores 15 In the transactional culture you expect that interactive friends will be honest and feel to work best because they have the motivation to work well There is not any responsibility other than the transaction In other words, you not have to integrate with them in society, spend time for them to please, or special interest in those who work with you In addition, you also think twice before you recruit your friend’s child to work for your company In contrast in the culture which values the relationships, you must value friendship more than business transaction and even in some cases more than law Vietnam is a medium culture between “transaction” culture and “interpersonal” culture, while Saudi Arabia is the “interpersonal” culture Thus there are relatively large differences Employees need instructions for building the good relationships with colleagues if superiors particularly boss were fond of you, it would be beneficial • 2.4 Types of communication Ranking of countries: the style of communication Vietnam: 17 scores; Saudi Arabia: 21 scores Saudi Arabian value the indirect information more than the Vietnamese • People who communicate in indirect way value how the message is conveyed, elegance of language based on a clear verbal message, eloquence 16 • Body language is an important part of the message The context of the conversation is important • Avoid conflict by always save face for people communicating with you Avoiding conflict is the best way to send someone an honor & respect The way to talk must be elevated to art How to behave to make Saudi Arabia not lose face or help others not lose face in the awkward situation • They convey nonverbal information through body language, gestures, seating arrangements In many societies, the speaker's facial expression and how they view other people is more important than the words they uttered • Body language, gesture of smile, hands clasped in front the feet toed, slightly stooped forward is showing respect • Eye contact, look away when contact with the Arabian people, often both talking and observing the facial expression of partners naturally and friendly, not stare directly into the eye of partners Just not peek • Use 'silent' and 'yes' to avoid conflicts, if the possibility of conflict Paying attention further to teach labor how to greet in the host country, shake hands, talk to save face for listener • 2.5 Time orientation Ranking of countries: Time orientation 17 Vietnam: 10 scores; Saudi Arabia: scores We see Vietnamese and Saudi Arabian have low time culture and also belong to the two groups ranked close to each other But Saudi Arabia is ranked in lower group than Vietnam So is very convenient for Vietnam employees working here The characteristics of the culture of low ranked groups: - Time cannot be controlled If you are late, this should be reluctant - The groups of low time constraint often many things at once and pay more attention to the emotions of others rather than stick to the plan (multiple lines) - Maintain a harmonious working environment is more important than sticking to the plan given arbitrarily - It is easy to change plans frequently - People often not want to spend time on meetings because they are not able to plan to discuss about issues related to work - People not plan ahead of meetings, especially since many people not plan until the last minute * 2.6 The acceptance of change 18 Vietnam: 10 scores; Saudi Arabia: 10 scores Thus there are similarities between the two cultures and the category "change adverse" to benefit the Vietnam people in this market “Change adverse” culture is considered as threat to their fundamental values These cultures believe they are controlled by the external events, try to keep everything the same and consider new opportunities as the reason of many problems 2.7 The energetic in work / Balancing between Work and Life Ranking each country: The energetic / Balance work - life Vietnam: 14 scores; Saudi Arabia: scores The Vietnamese and Saudi Arabian have relatively large differences in enthusiasm/ balance work - life Thus, when the Vietnamese people work here they are believed working hard Because Vietnamese employees would like to work more hours to earn more money so they should take note in advance about this If the employer refuses to let them work overtime, it is no problem Conclusion The total points assessed by CW Vietnam: 113 Scores; Saudi Arabia: 112 Scores 19 Positioning With a good education system, young population, Vietnam is considered as the market providing abundant labor resources It is an opportunity for Saudi Arabian businesses to exploit the abundant labor resources in Vietnam In addition to export many workers to Saudi Arabia people should focus on training, education and improving skills to ensure the prestige of Vietnam Labor - that's the key to export more workers to Saudi Arabia Selecting a market segment Vietnam Labor here is negligible compared with other countries Saudi Arabia has demand to receive the labor in many areas, the problem is that we can meet those needs or not For example, the field of hotel services, sales they need workers with foreign language proficiency, but the majority of Vietnam Labor does not know foreign languages The job in this sector is very high paying (from 1,000 to $ 5,000/month) Even for construction they have huge demand and this is a forte area of labor from Vietnam Market segmentation of maid in the Saudi family is in great demand but this job is more complicated and the government does not encourage this segment Vietnam has strength in mechanical engineering and building so company will focus on this market segment IV MARKETING STRATEGY Pricing strategy The low cost of exporting labor to attract employees: Currently the government encourages and supports to develop this market so it is very favorable The cost labor required to pay is lower than working in South Korea, Taiwan, USA, Specifically, the owner shall also buy the return airline ticket for labor when completion of contract, support accommodation, insurance, medical services In addition, the owner shall also be provided three meals/day or meal allowance of 55 USD/month To work in Saudi Arabia, worker only need to pay $1,750 for all kinds of worker, drivers; 20 $1,550 for unskilled workers This fee is used for brokerage fees or management service fee charged two years ahead, single airline ticket, visa cost and certain other expenses Since the brokerage company operates in Saudi Arabia under the law and regulation of the Council of Saudi Arabia National Recruitment (Sanarcom), the partners when receiving the labor is responsible for labor-management process Whether going to Thailand to apply for visa of workers, visa application and necessary procedures for workers to work in Saudi Arabia is quite favorable compared to other labor exporting markets The Vietnamese workers are working in Saudi Arabia with high income and good working conditions In the near future, Saudi Arabia will open its embassy in A building construction in Vietnam so the procedures for employees to exit will Dubai be faster • with Vietnamese worker Photo: Hong Van Whether the wage in this market is attractive for employees or not? According to Nguyen Ngoc Quynh - Director of the Overseas Labor Management Department (Ministry of Labour - Invalids and Social Affairs), working in Saudi Arabia is not only high income but also a stable and low risk market Saudi Arabia needs to recruit labor working in various fields including unskilled workers According to the order the labor-exporting companies registered with the Department of Overseas Labor Management, worker when working in this market will be supported in the loan procedures in banks Cost of living is low, about 100 USD/month Unskilled workers working in Saudi Arabia have received approximately five million dong/month Electrician gets seven million/month; workers in construction field get 6.8 million/month Other industries: driver (7 million VND/ month); container driver (10 million VND/ month); excavator-iron driver (7 million VND/ month) 21 In addition, overtime salary shall also be multiplied by a factor in accordance with the Saudi labor law As for container driver, in addition to basic salary, they shall also be awarded according to job performance (each working day will be rewarded 240 thousand dong) It is confirmed that, compared to other markets, this market's earnings are not high but steady and consistent with the poverty alleviation of the majority Vietnam Labor Duration of the contract while working in Saudi Arabia is two years and may extend more two years; working time is eight hours/day, six days/week For the cost of sending labor, the Company will implement the policy: • Low cost for workers • Higher wage than the average of market To implement this strategy the company accepts profit and difficulty sharing with the employee to recruit well and keep prestigious with customers if the employee has a better income they will try harder The company also must accept little number of contract signing at the beginning Because of prestige, Company can sign more contracts and total profits increase with increasing numbers Distribution strategy Since all employers in Saudi Arabia not sign contracts directly with partners in domestic labor exporting, it is necessary to build good and confident relationships, good partners with the brokerage firms in Saudi Arabia For example, Fozan Al Musharraf Manpower Supply Company (Saudi Arabia), "clues" of most labor exporters in Vietnam to exploit this market Building customer relationships with these confident clues is key to the success of your business A good sign is confirmed by Fozan Al Musharraf (interview with Economic Times), general manager of Al Fozan Musharraf Manpower Supply Company (Saudi Arabia), "clues" of most labor exporters in Vietnam Labor exploiting this market, "Saudi Arabia is favorable labor in Vietnam." 22 Communication Strategy Currently the Government, Ministry of Labor, Invalids and Social Affairs, Ministry of Foreign Affairs, Chamber of Vietnam Commerce and Industry are promoting this activity For the labor exporting company we need to instill the labors that working in Saudi Arabia is safe to recruitment well Due to the needs of workers in the rural areas of Vietnam is so large, we believe that the main difficulty in the recruitment process is recruiting the candidates with good health, the skill, sense of workers Human Strategy Recruiting: The recruiting for the manager in Saudi Arabia the candidate must meet the criteria and characteristics of global leaders: fluent in English, high professional qualification, 05 year experience in the field of labor exporting, understanding Arab culture, culture of Vietnam + Thinking globally + The persistently pursuit of goals + Diversity in Management + The cultural sensitivity + The persistence of emotion + Ability to establish relationships Recruitment and training of employees: • Firstly recruit labor meeting requirements, such as men age from 21 to 50 years old, 160cm height and weighs 60kg or more; secondary school graduates or higher, no criminal records; healthy enough to work in foreign countries in accordance with the Ministry of Health regulation For skilled worker, minimum 02 year working experience • Priority to recruit worker of local supported by government 23 • Recruit worker in poor province with large number of population • Recruit skilled labor from the vocational school in Vietnam • Recruit workers back from other countries because of contract termination and now want to work overseas • Select candidates with good health, the skill, good sense Need to train and test skill of employees, well educate the Vietnam and Arab culture, educate the specific culture for employees • Train and retrain skill combined with English training for employees (because Saudi Arabian also speak English, English is easier to learn than Arab) V CONCLUSION To have a successful business strategy in Saudi Arab market, the cultural factors are decisive factors 24 References • Charlene M Solomon & Michael S Shell "Managing Across Cultures" • http://arabnews.com • http://www.saudiembassy.net • http://vi.wikipedia.org • http://www.Vneconomy.vn • http://www.Vietbao.vn 25 ... fundamental values These cultures believe they are controlled by the external events, try to keep everything the same and consider new opportunities as the reason of many problems 2.7 The energetic... balance work - life Thus, when the Vietnamese people work here they are believed working hard Because Vietnamese employees would like to work more hours to earn more money so they should take note... face to the leaders to get their guidance - Therefore, subordinates, employees will have the following behaviors: + Employees need the guidance of their superiors, to be monitored regularly, clear