Durex’s marketing strategy in Vietnam
Nguyen, Hien Dat (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060414196
https://urn.fi/URN:NBN:fi:amk-2021060414196
Tiivistelmä
The main objective of this thesis is to analyse the marketing strategy of Durex in Vietnam. Durex is one of the most renowned condom brands in the world, with roughly 30% global market share. Today, Durex is a global brand of Reckitt Benckiser, which has a presence in roughly 150 nations in the world besides its origin country-the United Kingdom. However, with a long history of feudatory culture, Viet Nam still considers a sex-related topic a delicate matter to talk about or mention publicly. Thus, Durex must develop a different strategy to adapt to Vietnam's culture and values.
The theoretical dimensions of this thesis focus on Vietnamese market analysis and marketing strategy in Vietnam and the COVID-19 pandemic situation. Qualitative and literature reviews are the primary method to conduct the information and data from public sources. SWOT and PESTEL analysis methods are used to examine the market background.
The outcome of this thesis is to present Durex's company profile, business environment and analyse Durex's marketing strategies in Vietnam. The study's findings reveal the challenges that need considering while entering the potential Vietnamese market and how Durex successfully implements this intelligent, flexible, and adaptive strategy in this strict market.
The theoretical dimensions of this thesis focus on Vietnamese market analysis and marketing strategy in Vietnam and the COVID-19 pandemic situation. Qualitative and literature reviews are the primary method to conduct the information and data from public sources. SWOT and PESTEL analysis methods are used to examine the market background.
The outcome of this thesis is to present Durex's company profile, business environment and analyse Durex's marketing strategies in Vietnam. The study's findings reveal the challenges that need considering while entering the potential Vietnamese market and how Durex successfully implements this intelligent, flexible, and adaptive strategy in this strict market.