Entry and marketing strategies of multinational companies in the Vietnamese dairy industry | |
| Author | Nguyen Thi Mai Trang |
| Call Number | AIT RSPR no. SM-96-75 |
| Subject(s) | International business enterprises--Vietnam Marketing--Vietnam |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This report includes the results of entry strategy and marketing strategy of multinationals in the Vietnamese dairy industry. This survey is conducted in Ho Chi Minh City and its suburban as Dong Nai and Song Be province. The major purpose of this research is to identify an appropriate entry mode and marketing strategy for candidate multinationals that are considering to enter the dairy. The dairy industry is considered to be embryonic during this time. According to the government regulations in the Vietnamese dairy industry, the requirement for foreign companies is that they want to invest in processing milk, they have to invest in farming Implementation of entry strategy is recommended to have two steps. The start-up step is exporting mode to introduce products to consumers, enhancing the brand awareness. The second step is to look for local partners to establish a joint-venture or build wholly-owned subsidiaries. The Vietnamese consumers are not brand loyal towards dairy products and milk. They prefer to buy products frequently from agent or retail store closed to their houses. Most of housewives often decide which brand of milk should buy and they are also strong influenced by advertising commercials on television. Other dairy products such as cheese, butter are rarely used in the Vietnamese meals. The distribution and retailing channels are fragmented . Doing business among distributors, wholesalers, and retailers mostly based on a good relationships and trust. Finally, the marketing strategies are recommended in the last chapter based on the survey of consumer behavior and distribution channels. |
| Year | 1996 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Swierczek, Fredric W.;Khang, Do Ba; |
| Scholarship Donor(s) | Government of Switzerland; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |