INTRODUCTION

Sole traders Partnerships Limited liability companies

Definition Single individuals A business owned +) Public limited companies:

carrying on business by two or that are traded on official stock
on their own market (PLC)
more people who
share its +) Private limited company:
which must include Ltd or
risks and rewards
Limited in their title and
whose shares are only
transferable by direct contract
and purchase from
shareholders (Ltd or limited)
Advantages 1, Easy to start 1, Easy to 1, Limited liability

2, Proprietors are start 2, Ability to raise

in charge 2, Easier to money by

3, Proprietors keep all obtain capital selling stock

the profits
3, Easier to 3, Business does
4, Taxes are lower
obtain credit not end when an
than a corporation’s
4, Not dependent owner dies

on a sole person

5, Only taxed once

6, Diversity in
skills

Disadvantages 1, Limited access 1, Ownership 1, Double taxation: Income is

transfer taxed and stockholders pay
to credit
taxes on
is difficult
 2, Many run out 2, Unlimited legal profits issued to them.
and
of money 2, More government
financial liability is
3, The owner may not regulation
have shared
3, Difficult and
the necessary skills 3, If one partner
costly to start
4, The business ends makes a mistake,

when the owner dies all partners are

responsible

*) OTHERS
1, FRANCHISE: A contractual agreement to use the name and sell the products or
services of a company in a designated geographic area.
2, CO-OPERATIVES: An organization that is owned and operated by its members,
who can be customers, employees or groups of businesses.
3, NON-PROFIT ORGANIZATION: A type of business that focuses on providing a
service, not making a profit.
COMPARISION BETWEEN PUBLIC AND PRIVATE SECTOR
PUBLIC SECTOR PRIVATE SECTOR
Owned by individuals or by thousand Run by government
Personal gain Interests of the community

Funded by share issued, loans from Funded wholly or partly by Government

banks, overdrafts from public fund

1, PARTNERSHIP ( MCDONALD’S)

+) Introduction
In 1940, McDonald's was founded by Richard and Maurice McDonald in San
Bernardimo, California. It was the largest chain of fast food restaurants serving 69
million customers daily in 119 countries, headquartered in Oak Brook, Illinois,
USA(B, 2020).
+) Size

 McDonald's is the largest fast food chain in the world with more than 38,000
restaurants around the world serve 69 million people every day (article, 2020)

 McDonald's employs more than 200,000 workers worldwide.

 Market capitalization of more than $150 billion (THEN AND NOW: photos show
how McDonald's has changed over the years, from its menu to its mascot, 2020).

 McDonald's generated a total revenue of US$ 21.08 billion in 2019 (McDonald

Revenue 2019 Statista, 2020)

+) Scope

 McDonald’s is a multi-domestic company with more than 37,000 locations in

more than 115 countries.

+) Vision

McDonald 's vision is to "move quickly to drive profitable growth and become a
better McDonald's serving more customers than delicious food every day around the
world." McDonald's overall competitive strategy and intensive growth strategy
support the growth and expansion goals outlined in this company's vision statement
(McDonald's Mission Statement & Vision Statement – Panmore In Analysis) )

+) Mission

The mission of the McDonald Group is to "become the customer's favorite place and
way to eat. This mission statement underlines the importance of the customer as a
business focus, while maintaining the company as a major influence on their food and
beverage purchasing decisions. McDonald's has developed menus and recipes to
satisfy consumer preferences for fast food products such as hamburgers and chips
(McDonald's Mission Statement & Vision Statement (An Analysis)-Panmore Institute,
2020)

+) Products
1, Bevarage: Cold-Coffee, Ice tea, Mcshakes.

2, Non-Vegerian Menu: Filet-Ol-Fish, Chicken McCurry Pan, Mc Chicken.

3, Vrgeterian Menu: Crisp Chinese, Mc Veggie, Pizza McPuff.

+) Objectives

 Sweep Market Share Objectives – Market share can be achieved within a

specified period of time if targets are precisely set.

 Access to profits – the objective is to increase profits or a percentage of sales over

a certain period of time.

 Sweep Survive – The present difficult times the business is in.

 Pary Growth – Business objectives may indicate growth of 15% year on year for
the next 5 years to come.

 Increase awareness of the brand over a certain period of time.

+) Key stackeholder:

Types of Relationship
stakeholders
Internal 1. Employe - One of the world's largest
es employers

- It employs about 120,000

people in the United Kingdom
Connected 1. Custome - Affect the survival of a
rs company

- It serves approximately 3.5

million UK customers
2. Suppliers - A number of suppliers
purchase both foods and non-
 food products

+) Achievements

McDonald’s Honored with “World's Best Multinational Workplaces” Award 2012 (Work,
2020)

Golden Arch Award Winners 2018 (Accomplishments: Past & Present – McDonald's
Texas, 2020).

+) ORGANIZATIONAL STRUCTURE

1, Functional structure

BFC i
onE a
anO r c
de
oD f
de p i
ra e r
ct t
om r
e n
t

McDonald's has an organizational structure, headed by the CEO, under the

board of directors, followed by the departments.

1. Finance Department
The McDonalds Finance Department is the department responsible for finance,
accounting and money matters in the field of business. It is responsible for ensuring
the proper flow of money, the proper investment and the proper handling of the funds.
Each country and area has a separate set of finance and accounting managers to
manage the finances of that division.

2. Marketing Department

Marketing Department Hierarchy takes care of marketing and advertising needs and
issues. It ensures that the company has the right exposure and maintains its brand
image effectively. Each country or area has a separate marketing department to
manage the advertising and marketing of that area.

3. Sales Department

The sales department shall ensure that all sales related duties and tasks are properly
managed and carried out effectively. Each country has a separate sales manager and
other sales staff to ensure that the sales department of that country operates smoothly.

4. Restaurant Department

Every McDonald's branch around the globe is run by a core team whose members are
called executives at the restaurant level. Here are the main executives working at this
level to manage each branch smoothly.

5. Supply Department

Any supply department's main task is to supply the organization it serves with the
goods and services required from outside the organization, at the right quality, at the
right time in the right quantity and at the right price.

2, Hierarchy structure
(Webcache.googleusercontent.com, 2014)

You can see how things are structured along the lines, as shown in the chart above.
Their hierarchy begins with the CEO, the head, then the executive, etc. McDonald’s
has a centralized structure where top management develops strategies and decisions.
Regulations that make procedures and regulations rigid. Besides, McDonald's have a
wide span of control from one department to the other departments that oversee and
guide their respective sub-departments and their staff. On the other hand,
McDonald’s has a flat structure with a group of controls at each level of its hierarchy.
However, at McDonald’s, due to the lack of flexibility in their organizational
structure, there is a lack of effectiveness and efficiency in decision-making.

+) Legal structure:

- The company was first set up by the brothers Richard and Maurice ("Mick &
Mack") McDonald.

- Each partner in McDonald’s contributes an agreed amount of capital.

- Mcdonald’s company is taxed only once.

- It is not dependent on a sole person.

- Macdonald's has unlimited legal and financial liability.

- If one of the partners in the company makes a mistake, all partners are responsible
for this.
2, LIMITED LIABILITY COMPANY ( UNILEVER)
+) INTRODUCTION

Unilever is a multinational company established by the United Kingdom and the

Netherlands, specializing in the production of consumer goods such as cosmetics,
cleaning chemicals, toothpaste, shampoo, food, etc. Gender. Gender. Born in 1930
from the merger of two companies, Lever Brothers (a soap maker in the UK) and
Magarine Unie (a margarine producer in the Netherlands). It is located in two
locations: London and Rotterdam (Vietnam, 2020)

+) Size

- This company is owned by a number of large companies producing consumer goods,

food, laundry products and cosmetics worldwide (Unilever, 2020).

- The number of employees is now 155,000.

- Unilever reported a total revenue of $58.2 billion for the whole of 2019. This
includes three areas of activity: personal care: $24.5 billion in 2019 (~42% of total
revenue), Food & Beverage: $21.6 billion in 2019 (~37% of total revenue), Home
Care: $12.1 billion in 2019 (~21% of total revenue) (Team, 2020)
+) Scope

- Unilever is one of the oldest multinational companies; its products are available in
approximately 190 countries (Unilever, 2020).

+) Products and brands

1. + Food line for food and processing.

2. + Line of personal care and hygiene products.

3. + Line of laundry detergent for apparel and household items.

With 3 product lines, Unilever currently owns more than 400 brands, including many
of the most famous brands including OMO, Surf, Lux, Dove, Knorr Comfort,
Vaseline, Hazeline, Ponds, P / S. , Signal, Close Up, AX, Rexona, Vim, Cif, Sunsilk,
Sunlight,. (Vietnamese 2020)

+) Vision: Business development goes hand in hand with positive social improvement
and minimization of environmental impacts. An example of this is the creation of the
Sustainable Development Plan, launched 10 years ago by Unilever, which seeks to
separate corporate growth from its environmental impact while at the same time
increasing the positive impact on society (What is Unilever? Unilever 's mission,
vision and strategy in Vietnam, 2020).

+)The mission of Unilever is to "energize life." The meaning of this mission is that
Unilever wants to bring a better life to all through its products. Until now, this mission
has become increasingly evident through every Unilever product, when all the
products of this group are aimed at the same goal, which is to bring health, beauty and
comfort to children. People, man. The proof for this is that Unilever 's famous brands
are very diverse from detergent, shampoo, toothpaste to tea, such as Omo, Dove,
Close-up, Lipton, ...(What is Unilever? Unilever 's mission, vision and strategy in
Vietnam, 2020).

+) Business objectives

Unilever has three ambitious targets for 2020: helping one billion people improve
their health and well-being, improving their livelihoods and halving the
environmental impact of their products.
+) Key stakeholder

Types of stakeholders Relationship

Internal 1, Employees - Direct influence on the
performance of the
organization in the consumer
goods industry.

- Have an interest in
competitive compensation
and comprehensive career
development.
2, Investors - Business of consumer
goods.
Connected 1, Consumers - Focused on product quality
and price.

- The environmental impact

of the consumer goods
business.

- Directly determine the

profits of Unilever.

2, Suppliers - Profitable business

with the company.
External 1, Communities - The protection of the
environment and
community
development.

+) Achievements
1.Unilever was named winner of the 2013 Gold Medal for International Business
Achievement in Sustainable Development (WIRE, 2020)

2.Unilever Vietnam has just been honored by the Vietnam Chamber of Commerce and
Industry (VCCI) and the Vietnam Business Council for Sustainable Development
(VBCSD) in the Top 100 Sustainable Enterprises of 2019 and Top 10 in the
Production Category (NEWS, 2020)

+) Organizational structure

Unilever has a product type divisional organizational structure. The organization is

divided into components based on their product focus. For example, the company has
a division for personal care products and another division for home care products. The
following are the main characteristics of Unilever’s organizational structure:

 Product type divisions: A unit that can be used by Unilever to manage its
consumer development, production, distribution and sales is the product category
division. Business managers, for example, use this characteristic of their
organizational structure to respond with appropriate products to market needs.

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oi
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Ct
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 Corporate management teams: A feature of the corporate structure of Unilever.
The structural function is based on company functions. Unilever, for example, has
a financial team and a marketing communications team. The Unilever
Management Team (ULE) forms these groups.

+) LEGAL STRUCTURE

1, The Company can advertise its shares on the stock market to the general public.
(Lowry, and others 2006, p.9).

2, Registered as a limited public liability firm (Company Law 2006, 58(1)).

3. Unless it has issued a "S 117 certificate" and has its registered office (Companies
Act 2006, 86), a Public Company cannot start a business or lend any capital.

4, By issuing shares to the public an enterprise may raise large amounts of capital.

5, Banks' money and economies of scale are easier to borrow.

6, A limited company cannot issue bursaries.

7, Double taxation of unilver.

3, LIMITED LIABILITY COMPANIES ( FACEBOOK)

+) INTRODUCTION

Facebook, an American company offering online social networking services.

Facebook was founded in 2004 by Mark Zuckerberg, Eduardo Saverin, Dustin
Moskovitz and Chris Hughes, all students of Harvard University. Facebook has
become the world's largest social network, with more than a billion users using
Facebook every day since 2012. The company is based in Menlo Park , California
(Facebook Overview, History & Facts, 2020)

+) Size
 Facebook claims that there are more than 2.3 billion active users per month as of
December 2018 (Facebook has amassed 2.3 billion users in 15 years-more than
Christian followers in 2020)
 The number of employees as of 2020 is 52,534.
 Revenue: According to the Fossbytes technology website, advertising accounts
for 98% of Facebook's total revenue and its 2019 ad revenue is $69.4 billion , an
increase of $14.4 billion from 2018 ($55 billion and net profit is $22 billion) and
will rise to $84.5 billion by 2020 (Facebook ad revenue 2009-2018 Statista, 2020)
 The Facebook market cap as of 5 November 2020 is $818.69 billion (Facebook
Market Cap 2009-2020 FB, 2020)
+) Scope
Facebook is multi-national company. In particular, India, the US, and Indonesia
are three of the countries with the largest Facebook population with 310 million, 190
million and 140 million Facebook users respectively (Facebook users by country 2020
| Statista, 2020).
+) Vision

Facebook's corporate vision statement, based on its social media services, is “People
use Facebook to stay connected with friends and family, to discover what's going on
on the world as well as share and express what is important to them ”(Facebook Inc.'s
Mission Statement & Vision Statement (An Analysis) - Panmore Institute, 2020). For
example, Facebook has extremely convenient functions. like: texting, listening - video
calling, sharing emotions and freely commenting on other people's posts ... You will
not have to wait for handwritten letters for weeks or months and still do not see or
need have to spend money calling "cook phone congee" with friends because
Facebook has a free call function, creating an ideal condition for people to get closer
together.

+) Mission

Facebook's corporate mission is to "give people the power to share and make the
world more open and interconnected. "For example , people can use social media to
facilitate communication and sharing of information among community members.
These include neighborhoods, organizations , communities of interest and many
virtual communities (Facebook Inc. Mission Statement & Vision Statement (An
Analysis-Panmore Institute, 2020).

+) Objectives

 Its original goal was to provide a place for students to share personal news,
events, announcements, and perhaps most important photos.

 Having remained independent, Facebook is not a public company and retains its
independence.

 Its goal has always been to build a community for those who are connected in real
life.

+) Key stakeholder:

Types of stakeholders Relationship

Internal Employees - Managing, creating and
improving Facebook's
online social media
services for users and
advertisers.
Connected 1, Users - Facebook has
approximately 1.6 billion
 monthly users.

- Determining the
popularity of Facebook and
the response of its Display
Ad Services
2, Advertisers - Main source of revenue
for Facebook.

- The interests of these

stakeholders include
advertising services, a
sufficient user base and
accurate Facebook
(Kissinger) data.
External 1, Government - It has rules, laws and
regulations on business activities.

- Keep the company in line with

government policies, including
conventional ones.

2, Community - Influencing the perception of

users / members and advertisers.

- Support for the development of

companies.

+) Achievements

Facebook won 13 awards in 2019 and 5 awards in 2020.

In 2019, Facebook won Best Companies for Diversity 2019, Best Companies for
Women 2019, Best CEOs for Women 2019, Best Corporate Culture 2019, Best Perks
and Interests Best Corporate Compensation, and so on. (Facebook Awards 2019,
2020)

In 2020, Facebook wins Best Company Perks and Perks, Best Company
Compensation, Best Corporate Happiness, 2020 Best Leadership Team and
Outstanding CEO Best Women 2020 (Facebook Awards 2019, 2020)

+) ORGAIZATIONAL STRUCTURE

A, Hybrid of Hierarchical

The company is headed by Mark Zuckerberg, Chairman and CEO, followed by

CIO, CFO, and COO.

 COO: There is also a Chief Operating Officer in the ranks, who is responsible for
overseeing all of the company's operations, from marketing, resource
 development, communication, human resources, mobile, advertising platform and
global platform, etc. Each of these operations is headed by a single person and is
supervised by the COO.

 Security: The head of security operations is also under the board of directors.
Under this department, the Security Services Department is headed by another
person who looks at the social network company's security issues.

 Product: The product department consists of a product and advertisement, and is

again headed by one person who is responsible for all related services.

 Legal: There is also a legal department, which deals with the public policy
concerning Facebook.

 Engineering: The Engineering Section has several sub-sections, such as Software

Development, Engineering & Product and Infrastructure Engineering ( đọc trong
slide đoạn này)

 Community and Marketing: This section includes the Consumer Marketing

Team and Platforms, Partners & PR.

 Treasure: A treasurer also works under the CFO of the finance company.

B) Facebook has an organization structure for the matrix. The main features of
this structure address the company's organizational needs, in particular the
need for creativity and innovation. The following key features of Facebook's
corporate structure are noteworthy:

1, Corporate Function-based teams

The vertical model of the Facebook organizational structure is shown below. The key
components are Information Security; Business Development; Marketing Center;
Financial and Technical Centre. All these major divisions have a number of subgroups.
Examples of roles of the marketing team include ad groups, global marketing groups,
marketing communications groups, consumer analysis groups and public relations.

2, Geographic Divisions

A further key feature of Facebook's business structure is the regional division. Companies
that use these divisions rely on various social media and online market dynamics. This
structural feature deals with the difference between human and advertising behavior on
the social website and app of Facebook Inc. For example, Latin American advertisers tend
to use social media services in companies in a different way from European advertisers.

The regional division is a key element of Facebook's corporate structure. Human

resources is also being managed by region. A determining factor of this structural feature
is the geographical location. Companies that use these divisions rely on various social
media and online market dynamics. This organizational framework resolves the gap
between people's behaviour, advertisers and social networking apps when using the
Facebook website. The company does not have a senior company executive team for each
region. Instead, area management teams are used. Facebook Inc.'s organizational structure
includes the following geographical areas:

3, Product-Based Divisions.

Facebook Inc. use the product-based components of organization structure. This

structural feature concerns corporate groups or global management activities related
to specific products.

Facebook is providing its corporate structure into 3 parts:

 New platform

 Apps

 Central Product
+) CTO will head up Newplatforms and infrastructure which consist of:

+) CPO will run Apps which consist of:

+) VP of growth is responsible for Central product services which consists of:

+) ADVATAGES AND DISADVANTAGES OF FACEBOOK’S

ORGANIZATIONAL STRUCTURE

1, The Matrix Organization Structure provides flexibility for Facebook Inc. and its
multinational social media and online advertising activities. This flexibility is a
structural advantage that allows the company to respond easily to market changes and
trends.

Another advantage of this company structure is its ability to exercise considerable

control over the company. For example, corporate function-based groups are a feature
that enables Facebook Inc. to maintain control and manage their operations
worldwide. Also, product-based parts promote creativity and innovation in product
development.

2, Despite its advantages, the organizational structure of Facebook Inc. The downside
is that it may be difficult to implement directives across a company structure. This
difficulty is due to differences in regional management initiatives based on company
geography. However, these departments are needed to ensure that the business meets
the socio-cultural and political differences between the two parties.

B) Flat structure + Span of control + level of management+layers

 Facebook has a flat organizational structure with narrow span of control, where
there are fewer subordinates accountable to manager

 The process of removing levels from an organizational hierarchy can help in

certain way to improve the business by reducing costs, improve speed of
communication and more flexible working practices.

 Facebook has decentralized decision-making that reduces the burden on the Chief
Executive Officer).

C, LEGAL STRUCTURE
1. Facebook has ability to raise money by selling stock.

2. Nor does the LLC require the same types of public tax disclosure, so Mark
Zukerburgs may choose to disburse any profits from the LLC in any way they
wish.
3. If the LLC is sued, the personal property of Mark shall be waived.
4. Zuckerberg would also not face an additional tax burden on the LLC, but would
instead be taxed as individuals on any profits that the LLC perceives.

D, IRRELATIONSHIP BETWEEN DEPARTMENTS

1. Business Development and Marketing Development

 Business development and marketing are going hand in hand. And as they
synchronize, your company can see visibility, growth, profits, and more.

As can be seen in the above chart, Facebook's revenues increase year by year as the
two departments combine.

 As you can see, both departments are solving the same problem-how to attract
leads and existing customers.
 The business development team can lead its marketing team to better
leadership and quality while the marketing team can expect growth in business to
improve their way of nurturing and integrating. Customers potential.
 Campaign Development-The role of marketing is to develop and promote
campaigns, including events, and to develop a business that reaches the target
audience.
 Speech participation-Marketing can be combined with business development to
promote sales pitches for small and medium-sized enterprises to speak at industry
events and conferences.
2. Marketing and Information Security
The company also has over 800 million user information with a large number of users
(Protalinski, 2020). Facebook is a company called "Made in USA" and the American
people are a very important factor in information security, so security is placed on top
of Facebook and is considered to be the philosophy of its marketing communication
campaigns. Facebook has proven to be a highly secure brand with a variety of change
and trust marketing strategies for its users.
Facebook has announced the following:
"We will further restrict developer access to data to prevent other types of abuse"
(Facebook And Data Security: What It Means For Marketers | adQuadrant, 2020).

A further step is to make it easier for users to adjust their privacy settings. "We've also
removed outdated settings to make it clear what information can and can't be shared
with apps" (Facebook And Data Security: What It Means For Marketers | adQuadrant,
2020).
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