Retail market analysis in Vietnam and suggested growth strategies for retailers : case company: Big C Supermarket

Abstract

Vietnam, with the population of more than 90 million people and an increasing economy, is a very potential market for retail industry. Many international retailers have operated in Vietnam besides the local companies, and there are still many other groups interested in entering the market. The thesis is conducted to analyze the Vietnamese retail market with detailed information and suggest suitable growth strategy for Big C, a foreign-invested retailer who has long-time operating experience in Vietnam. The thesis uses deductive approach based on qualitative method. In the theoretical part, the author mentions four major growth strategies in business and chooses the appropriate one to apply to Big C later on. The data in this part is collected from published books, articles, journals and the Internet. The actual retail situation in Vietnam, the competition between Big C and other rivals in the market are analyzed in the empirical part. Some actions are also suggested, based on the chosen growth strategy. Although further research should obviously be taken before applying these actions in reality, the author believes that the recommendations would help Big C to develop further and gain more market share.