Vietnamese confectionery market analysis and entry plan : case: Candyking Finland Oy
Nguyen, Quang; Ha, Phuong (2013)
Nguyen, Quang
Ha, Phuong
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201303052940
https://urn.fi/URN:NBN:fi:amk-201303052940
Tiivistelmä
The Vietnamese confectionery market has been literally known as a sweet and bitter chocolate bar in the eyes of many investors. In recent years, there is a dramatic increase in demand from this potential market as well as its influencing challenges. The international players are unfortunately not fully exposed to the internal market situation and subject to failure at first hand.
This thesis is, therefore, to assist Candyking Group- a confectionery market leader in Nordic countries, the United Kingdom and Baltic region- to decide whether Vietnam is a good choice for internationalization. In order to achieve this goal, a full external analysis of Vietnam’s confectionery market; the Pick & Mix concept; Candyking’s products; an entry plan are wholly studied.
The thesis uses deductive approach based on qualitative method. In the theoretical part, data is obtained from a variety of sources, mainly published texts while unpublished sources provided by Candyking Finland Oy, the internet, other legal documents and the author’s own observations are utilised in the empirical section.
Finally, it is concluded that Vietnam is a highly potential market for Candyking and it is of absolute advantage for the company to become the pioneer with its Pick & Mix concept in this market. There are inevitably stumbling blocks that the company should take into consideration once the internationalization decision is made. Though obviously further research is required to get the plan off the ground and set in motion, the authors positively recommend Candyking to penetrate into the Vietnamese market.
Keywords: Candyking, Pick and Mix, export, Big C, Vietnam
This thesis is, therefore, to assist Candyking Group- a confectionery market leader in Nordic countries, the United Kingdom and Baltic region- to decide whether Vietnam is a good choice for internationalization. In order to achieve this goal, a full external analysis of Vietnam’s confectionery market; the Pick & Mix concept; Candyking’s products; an entry plan are wholly studied.
The thesis uses deductive approach based on qualitative method. In the theoretical part, data is obtained from a variety of sources, mainly published texts while unpublished sources provided by Candyking Finland Oy, the internet, other legal documents and the author’s own observations are utilised in the empirical section.
Finally, it is concluded that Vietnam is a highly potential market for Candyking and it is of absolute advantage for the company to become the pioneer with its Pick & Mix concept in this market. There are inevitably stumbling blocks that the company should take into consideration once the internationalization decision is made. Though obviously further research is required to get the plan off the ground and set in motion, the authors positively recommend Candyking to penetrate into the Vietnamese market.
Keywords: Candyking, Pick and Mix, export, Big C, Vietnam