Foreign market entry for a social enterprise. Case: Dialogue in the Dark Vietnam
Tran, Kim Dung (2015)
Tran, Kim Dung
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As an innovative trend of emerging commercial and social sector, social entrepreneurship is proven to be successful and continues seeking new opportunities to spread the social impact worldwide. So does the case company, a Germany based social enterprise as it attempts to enter the Vietnamese market. The objectives of this thesis are to examine the prospect of Vietnam, from then build a successful market entry strategy for the case company into the target market. The theoretical framework is based on understanding the nature of social enterprise and elements of market entry strategy, the internal and external environment affecting the entrance of the case company. By analyzing secondary database and primary inputs from interviews with the case company representative and market experts, the author finds that Vietnam acquires a degree of attractiveness due to its favorable legal conditions and growing public awareness in the field of social enterprise. However, as there is also a certain level of difficulties and challenges, the author proposes strategic suggestions which she believes to be viable for the case company in the target market.