Market Entry Plan For A Vietnamese Industrial Company : case: European Plastic Joint Stock Company
Vu, Hung; Vu, Thanh Tung (2013)
Vu, Hung
Vu, Thanh Tung
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305066483
https://urn.fi/URN:NBN:fi:amk-201305066483
Tiivistelmä
The chemical and plastic industries have been hailed as the saviors for many economies in their current economic downturns. Despite the global recession, the plastic industry still shows its attractive opportunities in both output market and material market. Realizing the promising opportunity of plastic materials trading between the EU and Vietnam, the authors proposed an exploratory market research to a Vietnamese plastic masterbatch manufacturer with Finland as the pilot target market.
The main objective of this paper is to assist the case company to decide whether Finland should be in its export market list. The authors, in the interests of the case company, designed their thesis as a market entry plan, which is the step-by-step guide of the case company through most trading barriers so as to reach the customers in the target market without making any tactical mistake. The writers also directed their focus towards the company’s competitive advantages, the market profitability and other influencing factors of the market entry process.
Precisely, this work involves: the internal analysis of the case company, in which both its strengths and weaknesses are analyzed; the external analysis of the target market Finland, from which the case company can find its opportunities and also threats in a new environment; and finally the market entry strategies for exporting plastic masterbatch to Finland.
There are several revealing findings in the thesis. Firstly, the Finnish plastic market, thanks to its high growth rate and competition, shows a certain amount of attractiveness to the case company, though it is not an appealing choice at the moment. Secondly, despite some legal issues, the case company can easily join the material distribution network by partnering up with the appropriate local distributors. Finally, the most important outcome is a sound set of strategic recommendations for the case company to perfect itself from the inside out.
The main objective of this paper is to assist the case company to decide whether Finland should be in its export market list. The authors, in the interests of the case company, designed their thesis as a market entry plan, which is the step-by-step guide of the case company through most trading barriers so as to reach the customers in the target market without making any tactical mistake. The writers also directed their focus towards the company’s competitive advantages, the market profitability and other influencing factors of the market entry process.
Precisely, this work involves: the internal analysis of the case company, in which both its strengths and weaknesses are analyzed; the external analysis of the target market Finland, from which the case company can find its opportunities and also threats in a new environment; and finally the market entry strategies for exporting plastic masterbatch to Finland.
There are several revealing findings in the thesis. Firstly, the Finnish plastic market, thanks to its high growth rate and competition, shows a certain amount of attractiveness to the case company, though it is not an appealing choice at the moment. Secondly, despite some legal issues, the case company can easily join the material distribution network by partnering up with the appropriate local distributors. Finally, the most important outcome is a sound set of strategic recommendations for the case company to perfect itself from the inside out.