ENTRY PLAN OF VIETNAMESE ECO-FRIENDLY STRAWS TO TAIWANESE MARKET

Abstract

Plastic pollution in recent year is a problematic issue in Taiwan, especially single-use plastic straw. Therefore, Taiwanese government has implemented actions to protect the environment and legislation to reduce plastic waste. This has increased the demand of using biodegradable straws and leads to the development of eco-friendly food & drink containers and straws market. The purpose of this thesis is to develop an actionable entry plan for Vietnamese eco- friendly straw companies to Taiwanese market. The research focuses on analysing business environment with different insightful factors and creating marketing strategies based on collected data about Taiwanese market and interview with Vietnamese companies in this field. The entry plan demonstrates practical approaches for a successful market entry with distribution, marketing channels, pricing and branding strategy. As a result, it will support Vietnamese business to access and increase their brand identity in Taiwanese market.