Market Entry Strategy to Vietnam

Abstract

The objectives of the thesis were to create a project plan to enter Vietnam’s markets, to create a business plan, to gain knowledge of clients’ needs, attitudes and demands, and to prove that the product will bring time and economic savings for the clients. The research was conducted empirically using both the authors’ own experience and expertise in construction industry in Finland as well as experience in Asian markets. The empirical research conducted was both quantitative and qualitative to determine the tangible benefits the Congrid platform brings to clients. A comprehensive literature research of material aligning digital platforms, cultural differences, and project management was also conducted. The research combines knowledge of project planning, project management, cultural differences and how to take them account, platform economy, virtual management, and business planning into a market entry strategy. The results of the thesis are a market entry strategy to foreign markets and a project plan as well as data received from the research to support the benefits the digital tools can bring the clients in project management and supervision. Covid-19 pandemic created limitations for the thesis as it was not possible to travel to Vietnam to do market research among potential clients and show the benefits the product could bring them. The product is also not known in Asia. But, the research clearly shows the clients how much time and money they will save using the product and will help to enter the markets.