Exporting Long Drink to Vietnam : case: A Finnish Brewery
Hoang, Trong Hoa (2011)
Lahden ammattikorkeakoulu
2011
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011120116756
https://urn.fi/URN:NBN:fi:amk-2011120116756
Tiivistelmä
Vietnam has been recently well-known as a new economic attraction. Vietnamese alcoholic beverage industry is among the markets with clear opportunities occurring thanks to the economy’s freshness. As a consequence, a large Finnish brewery realized its interests in the potential new market and assigned the author to an initial research.
The main aim of this study is to assist the Case Company in answering whether internationalizing to Vietnam should be added to its current set of strategies. To achieve this goal, the author was ordered to focus on matters related to the distribution and pricing process of Original Long Drink, a product of the Case Company, together with additional information about different aspects that the firm should take into consideration. Briefly, the author’s work involves: the internal analysis of the Case Company and its product; the external analysis of target-country Vietnam, Vietnamese alcoholic beverage market, and the Case Company’s potential consumers; the Case Company’s export strategy; and last but not least, a distribution and pricing plan for the Case Company when exporting Original Long Drink to Vietnam.
The thesis employs deductive approach and a mixed research method which is a combination of qualitative and supporting quantitative methods. Data is collected from various sources such as published texts in the theoretical part; the Internet, interviews with stakeholders, legal documents, the author’s own observations and other unpublished sources in empirical sections.
Via the analyses of the above mentioned aspects with selective theoretical tools, the author’s main findings are the massive potential of Vietnamese alcoholic beverage market along with its corresponding hazards; the great enthusiasm of local consumers for the new type of drink; and appropriate strategies for export planning. Above all, the most significant output that the author provides the Case Company is the positive recommendation for it to enter Vietnamese alcoholic beverage market with the prospective product, Original Long Drink. The firm is also suggested to implement further research for better preparation once it officially internationalizes to Vietnam.
The main aim of this study is to assist the Case Company in answering whether internationalizing to Vietnam should be added to its current set of strategies. To achieve this goal, the author was ordered to focus on matters related to the distribution and pricing process of Original Long Drink, a product of the Case Company, together with additional information about different aspects that the firm should take into consideration. Briefly, the author’s work involves: the internal analysis of the Case Company and its product; the external analysis of target-country Vietnam, Vietnamese alcoholic beverage market, and the Case Company’s potential consumers; the Case Company’s export strategy; and last but not least, a distribution and pricing plan for the Case Company when exporting Original Long Drink to Vietnam.
The thesis employs deductive approach and a mixed research method which is a combination of qualitative and supporting quantitative methods. Data is collected from various sources such as published texts in the theoretical part; the Internet, interviews with stakeholders, legal documents, the author’s own observations and other unpublished sources in empirical sections.
Via the analyses of the above mentioned aspects with selective theoretical tools, the author’s main findings are the massive potential of Vietnamese alcoholic beverage market along with its corresponding hazards; the great enthusiasm of local consumers for the new type of drink; and appropriate strategies for export planning. Above all, the most significant output that the author provides the Case Company is the positive recommendation for it to enter Vietnamese alcoholic beverage market with the prospective product, Original Long Drink. The firm is also suggested to implement further research for better preparation once it officially internationalizes to Vietnam.