Baemin Vietnam : a case study of the rise and fall of the Vietnamese online food delivery market | |
| Author | Vu Trong Nghia |
| Call Number | AIT Proj. no.PM-BADT-24-02 |
| Subject(s) | Food service--Marketing--Vietnam Internet marketing--Vietnam |
| Note | A project report submitted in partial fulfillment of the requirements for the degree of Professional Master in Business Analytics and Digital Transformation |
| Publisher | Asian Institute of Technology |
| Abstract | This study investigates the factors behind the rapid rise and fall of Baemin Vietnam in the competitive Vietnamese online food delivery market. It explores the company's initial success, driven by strong branding, aggressive promotions, and favorable market conditions, and its subsequent struggles due to an unsustainable business model and challenges in adapting to a changing business environment. The study combines market research and interviews with former employees, revealing that Baemin's heavy reliance on discounts to attract price-sensitive customers led to financial instability. The shift in investor sentiment towards profitability, coupled with the acquisition by Delivery Hero, further exacerbated these challenges. The findings highlight the importance of sustainable business models, continuous product development and innovation, data driven decision-making, and adaptability for companies operating in Vietnam's dynamic digital economy. The study concludes by offering strategic recommendations for businesses seeking to achieve long-term success in similar competitive environments. |
| Year | 2024 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Professional Master in Business Analytics and Digital Transformation (PMBADT) |
| Chairperson(s) | Boutet, Carl; |
| Examination Committee(s) | Fischer, Fabrice;Galipeau, David; |