A Vietnam market research : Salli Systems expansion to Asia

Abstract

This thesis is a Vietnam market research for a Finnish company- Salli Systems about its main product, which is Salli saddle chair. In specific, the main objective is to study the demand of Vietnamese customers toward the chair, in order to evaluate the potential opportunity for Salli to open its business in Vietnam. The thesis provides a brief introduction about the case company, then meticulous analyses about Vietnam market and international entry modes. After that, the thesis describes the standards to assess the level of potential of one market.

In term of research method, qualitative analysis is applied in the research process. Phone interviews to subject groups (Business-to-business and business-to-customer) are made, and the results are collected, which are then interpreted in detail later. From the results, all the research questions are satisfied, especially the strong positive confirmation for Salli’s opportunity in Vietnam. Overall, the case company still needs to do adjustments on both the wholesaler and retailer prices and the condition to become dealer in Asia.