Entering the Vietnamese textile and apparel consumer market : Case: Marimekko
Tran, Hanh (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052915292
https://urn.fi/URN:NBN:fi:amk-2020052915292
Tiivistelmä
The research aims to develop a market study regarding the Vietnamese apparel and textile industry to find out whether Vietnam is a potential market for Marimekko to enter. A market study aids the company in understanding the target market in order to form the right decisions and suitable strategies for entry.
Both quantitative and qualitative methods were employed in the research and both secondary and primary data were collected to support the study. Books, journals, articles, and reports are sources of secondary data, while direct interviews and questionnaires are sources of primary data for the thesis.
The study was created by analyzing the macro-environment, the current situation of the industry, and the important elements of the target market including competitors and consumers. PESTLE and Porter’s Five Forces were used as the research models to find the answers.
The study results show that Vietnam is a potential market to Marimekko despite a significant degree of rivalry as well as a low level of brand perception. However, a more in-depth study of the market and more researches on product development for the target market should be conducted before entry to ensure a successful outcome.
Both quantitative and qualitative methods were employed in the research and both secondary and primary data were collected to support the study. Books, journals, articles, and reports are sources of secondary data, while direct interviews and questionnaires are sources of primary data for the thesis.
The study was created by analyzing the macro-environment, the current situation of the industry, and the important elements of the target market including competitors and consumers. PESTLE and Porter’s Five Forces were used as the research models to find the answers.
The study results show that Vietnam is a potential market to Marimekko despite a significant degree of rivalry as well as a low level of brand perception. However, a more in-depth study of the market and more researches on product development for the target market should be conducted before entry to ensure a successful outcome.