Analysis of retail market in Vietnam : Case : Vingroup
Nguyen Ngoc Thuy, Phuong (2017)
Metropolia Ammattikorkeakoulu
2017
Creative Commons Attribution 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705127987
https://urn.fi/URN:NBN:fi:amk-201705127987
Tiivistelmä
Since 2008, Vietnam is ranked as the 11th in the Global Retail Development Index (GRDI) and has been one of the top 30 fastest emerging global retail markets, according to a study of management consulting firm A.T. Kearney. Vietnam joined the WTO in 2015 and opened then officially its doors to retail business. By doing this, Vietnam allowed the establishment of 100% foreign capital retail companies. Before that, the foreign investors who wanted to do distributor activities in Vietnam were forced to joint ventures with Vietnamese partners so that capital contribution could not exceed 49%. Vietnamese retail market has been changing both in quality and quantity. It is expected that by 2020, the total market value of retail sales in Vietnam will reach $ 180 billion. (Atkearney.com, 2008)
This thesis aims at giving an overall picture of the retail market in Vietnam and to analyze the strategy of Vinmart supermarket chain, a Vietnamese retailer which belongs to Vingroup. The company stated its intention of becoming Vietnam's largest retailer in 2014.
A literature review related to retail theories, retail concepts and e-commerce were adopted as a knowledge base for the research and case implementation. A qualitative research method was applied and the data was collected from secondary sources such as articles, journals, books, and reports to achieve the study’s objectives.
The results show the potential of the Vietnamese retail market and how intense competition between domestic and international retailers is as well as the possibilities to develop the retail sector in the future. It also shows that Vingroup is currently the top domestic retail brand in Vietnam and creates a balance between the Vietnamese businesses and foreign retailers in the domestic retail market.
This thesis aims at giving an overall picture of the retail market in Vietnam and to analyze the strategy of Vinmart supermarket chain, a Vietnamese retailer which belongs to Vingroup. The company stated its intention of becoming Vietnam's largest retailer in 2014.
A literature review related to retail theories, retail concepts and e-commerce were adopted as a knowledge base for the research and case implementation. A qualitative research method was applied and the data was collected from secondary sources such as articles, journals, books, and reports to achieve the study’s objectives.
The results show the potential of the Vietnamese retail market and how intense competition between domestic and international retailers is as well as the possibilities to develop the retail sector in the future. It also shows that Vingroup is currently the top domestic retail brand in Vietnam and creates a balance between the Vietnamese businesses and foreign retailers in the domestic retail market.