European Wineries' Possibilities of Penetrating the Vietnamese Wine Market
Nguyen, Thi Anh Hang Jr (2019)
Nguyen, Thi Anh Hang Jr
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201903193419
https://urn.fi/URN:NBN:fi:amk-201903193419
Tiivistelmä
The thesis provides a broad knowledge of the Vietnamese wine market and gives advice for small and medium-sized European wine producers on entering the market. Primary and secondary data collection are both implemented through two main activities: books, journals, articles, information searches and online interviews of local experts.
The paper reveals changes in the business environment and consumer trends after the transition of the Vietnamese economy. The research also points out the positive and negative factors affecting the business activities of foreign wine enterprises that have been and will be entering Vietnam. Finally, notes and advice from local businesses and wine experts can help European businesses avoid significant mistakes and take advantage of their own strengths to go deep into the Vietnamese wine market.
The author has found out a strong Western-lifestyle orientation from local wine consumers, together with significant benefits between the EU and Vietnam trade after the adoption of the EU-Vietnam free-trade agreement. This consequently could lead to future research on increasing business partnerships between the two regions.
The paper reveals changes in the business environment and consumer trends after the transition of the Vietnamese economy. The research also points out the positive and negative factors affecting the business activities of foreign wine enterprises that have been and will be entering Vietnam. Finally, notes and advice from local businesses and wine experts can help European businesses avoid significant mistakes and take advantage of their own strengths to go deep into the Vietnamese wine market.
The author has found out a strong Western-lifestyle orientation from local wine consumers, together with significant benefits between the EU and Vietnam trade after the adoption of the EU-Vietnam free-trade agreement. This consequently could lead to future research on increasing business partnerships between the two regions.