Digital Branding for Vietnamese IT Companies to the US Market

Abstract

Outsourcing remains a dominant trend globally, offering cost-effective benefits for companies. More than half of businesses in the US also take part in this trend, offshoring part of their business to overseas vendors in lower labour-cost countries. This thesis focuses on studying the need for IT services in the US and exploring opportunities for Vietnamese IT companies by developing effective recommendations for building digital brands. An in-depth US market study was carried out, which states that the US is a potential market to find clients for outsourcing needs. Nevertheless, the market is competitive with a lot of suppliers from China and India with such strong competitive advantages. As a result, entering the US market for Vietnamese IT companies needs a comprehensive strategy for long-term investment. Besides the quality of the workforce, the Vietnamese company needs to clarify its differentiation by value proposition through digital presence, which aims to make an impactful first impression. The data for the thesis is collected through both primary and secondary data, using both quantitative and qualitative research methods. The study outlines strategic recommendations for establishing a strong digital presence. Overall, this thesis not only maps out actionable strategies for entering the US market but also serves as a basic for further research on the international context.