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Industry Analysis Case Study

Case Title:

Retail market in Vietnam-Challenges and Opportunities

Publication Year : 2007

Authors: Gayathri.R, Doris Rajakumari John

Industry: Retailing


Case Code: INA0115C

Teaching Note: Available

Structured Assignment: Not Available

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Vietnam was considered to be a potential retail market and one of the leading markets in Asia. According to A.T. Kearney’s Global Retail Development Index (GRDI) 2006, the Vietnamese retail market was found to be attractive for the foreign players to invest in the country. The Vietnamese retail market already had some foreign retailers in their market. Despite the attractiveness, the market posed a number of challenges to the foreign retailers entering the Vietnamese market. The regulations on foreign direct investment (FDI) in Vietnam acted as barriers for the foreign retailers to enter the Vietnamese market. The domestic retailers were also threatened by the entry of the global players. The Vietnamese government had taken a number of initiatives to help the domestic players.

In this background it was to be seen how the Vietnamese retailer market would evolve. The case study gives scope for discussion on the challenges facing the foreign retailers and their chances for succeeding in the market. The case study also gives emphasis on the challenges facing the domestic retailers and the strategies adopted by them to compete with the global retailers.

Pedagogical Objectives:

  • Retail market environment in Vietnam
  • Challenges facing the foreign retailers in entering the new market Incubator-incubatee relationship
  • Competitive measures taken by the domestic retailers along with the Vietnamese government to succeed in the market.

Keywords : Retail Market; Supermarkets; Vietnam; Consumer Behaviour; FDI in Vietnamese Retail; Market attractiveness; Competition in Vietnamese retail industry; Retailers in Vietnam; Retailers Strategies; Market Entry Strategies Case Study; Strategies in retail market; Foreign retailers in Vietnam; Challenges in Vietnamese retail industry; Entry strategies of Foreign retailers; Growth prospects in Vietnam

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