Defining Marketing Strategy for Fazer to Vietnam: Introducing Karl Fazer Milk Chocolate 200g to Ho Chi Minh City
Alatalo-Ly, Joni Jaakko (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112925024
https://urn.fi/URN:NBN:fi:amk-2022112925024
Tiivistelmä
The reasons for companies to expand internationally are to increase revenue and to expand growth possibilities. The demand for imported goods and services has increased in bigger cities like Ho Chi Minh City and Hanoi because the purchasing power and brand awareness of Vietnamese people have increased. Additionally, it has been forecasted that the value of the sugar confectionery market in Vietnam will increase.
This research uses a deductive approach and aims to explore the possibility of Fazer entering the market of Ho Chi Minh City and the most suitable methods to
utilize when entering the market. After the suitable methods are set in the marketing mix and the marketing strategy is decided, they are then tested with surveys and interviews. The survey and interview findings will also answer that is it possible for Fazer to enter the market of Ho Chi Minh City.
Finally, it is concluded that the market of Ho Chi Minh city is very suitable for Fazer to enter, but Fazer should also consider having other product options on top of
the Karl Fazer milk chocolate 200g to introduce to the market. Additionally, it was confirmed that the target group and the marketing mix 4p’s that were selected were relevant.
This research uses a deductive approach and aims to explore the possibility of Fazer entering the market of Ho Chi Minh City and the most suitable methods to
utilize when entering the market. After the suitable methods are set in the marketing mix and the marketing strategy is decided, they are then tested with surveys and interviews. The survey and interview findings will also answer that is it possible for Fazer to enter the market of Ho Chi Minh City.
Finally, it is concluded that the market of Ho Chi Minh city is very suitable for Fazer to enter, but Fazer should also consider having other product options on top of
the Karl Fazer milk chocolate 200g to introduce to the market. Additionally, it was confirmed that the target group and the marketing mix 4p’s that were selected were relevant.