Market research and marketing strategy to launch the business in Vietnam. Case Hi-Tech Shaver

Abstract

Hi-Tech Shaver is a start-up company located in Ho Chi Minh City, Vietnam. By launching a unique and innovative shaver with a capsule integrated inside, the company has the desire to facilitate people’s lives and take the beauty care to the whole new level. The company have set two main objectives: the first one is to introduce the products to Vietnamese market and raise the awareness about the products together with user-satisfaction among customers; the second objective is to gain the growth rate of 25% of revenues on the first year and boost that rate to 30% on the second year and afterwards. In order to achieve those aims, conducting a market research and building up a structuring marketing strategy are crucial and needed to be emphasized on.

The aim of this thesis is to build a practical marketing strategy with a concentration on market research and appropriate marketing tools, based on the result of the study of the case market. Such realistic approach could significantly improve the situation of the company in Vietnamese market.

This thesis consists of two main parts: theoretical framework and empirical study. The first part is employed to synthesize the general marketing terms that will be applied in this thesis, including process of conducting a marketing strategy. The second part, however, is highly practical, intensifying on the application of market research on the actual case, to help the company establishing its products to the market with the minimum risks and reaching market’s highest potential.

This thesis can be a foundation for further studies relevant to FMCG (fast-moving consumer goods) industry, especially start-up businesses from perspective of marketing.