Key success factors of Thai retail businesses in Vietnam : a case of Metro Cash & Carry | |
| Author | Trieu Thi Thuy Dung |
| Call Number | AIT Proj. no.EMBA-VN-16-26 |
| Subject(s) | Retail trade--Vietnam--Case studies Retail trade--Thailand--Case studies |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in International Business – Management of Technology (VN) |
| Publisher | Asian Institute of Technology |
| Abstract | The more income increase, the higher quality consumers seek. The fact that China is no longer the ideal products for consumers even they are low cost but low quality products. Besides, Japanese, Korean, European products seem quite expensive with high quality products, the consumers find it very suitable products made in Thailand since Thai products are considered as reasonable price and high quality products. Knowing the preference of the consumers, Thai entrepreneurs quickly jumped into Vietnam with a huge investment or acquisitions. Currently, more than 50% Thai retail dominate Vietnam retail market. The volume of Vietnamese goods now available at supermarkets and shopping malls has dropped by two thirds as many have been replaced by Thai products.The local chains/ companies have difficulty in shifting from low cost and facing the problem of not being able to attract new customers and start losing revenue because of the presence of Thai businesses and products This research is to find out what are the success factors for Thai retail businesses in Vietnam, to analyze the case of Metro Cash & Carry, to propose some lessons learned and recommendations on success factors in retail when doing business in Vietnam. |
| Year | 2016 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Swierczek, Fredric William (Co-chairperson);Huynh, Trung Luong (Co-chairperson); |
| Examination Committee(s) | Winai Wongsurawat;Tritos Laosirihongthong; |
| Scholarship Donor(s) | School of Management and AIT Center Vietnam; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2016 |