Market Research for Co-Working Space Business in Ho Chi Minh City, Vietnam
Bui, Nhat (2020)
Bui, Nhat
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052112757
https://urn.fi/URN:NBN:fi:amk-2020052112757
Tiivistelmä
The purpose of this thesis is to conduct a market research for the Co-working space business model in Vietnam. The market research will demonstrate the business-to-business buying behavior and the working or studying trend of the millennial generation and the start-ups community. Moreover, the reasons for choosing a co-working space provider, what attribute determines the decision making of the start-ups and who are the potential target market will be discussed through the findings.
Due to experiencing the rapid increase of the start-up community, freelancers and location-independent professionals, the idea of planning a co-working space will aim to support these newly established enterprises with a central venue and space for work. Moreover, the start-up within a spectacular industry will be provided with various specialized facility such as designing software for graphic design, 3D printer for technology or JUKI sewing machine for fashion design. The co-working space business also robustly expands their branches in the city to have a broader coverage in order to serve whoever in need of space.
In the market research the business model such as Porter’s five forces which identifies the structure of a certain industry will be used. Most importantly, the market research will be conducted to investigate the current co-working space competition, business segmentation, business buying behavior and the type of business that use these products and services the most and propose a proper business recommendations based on the collected data from the survey. Lastly, quantitative and qualitative methods are used to identify the trend of the need of co-working space and specific add-in service that the customers would like to benefit.
As reported by the survey results, two main elements that are the most important in the participant’s perspective is the price and the location which would affect significantly the decision making when choosing a co-working space. In addition, the customer would like to have add-in services such as free access to the co-working space’s amenities, 24/7 access to the building or stationery supply. These proposals would lead to a more low-cost operation for a start-up to sustain in the competitive market.
Due to experiencing the rapid increase of the start-up community, freelancers and location-independent professionals, the idea of planning a co-working space will aim to support these newly established enterprises with a central venue and space for work. Moreover, the start-up within a spectacular industry will be provided with various specialized facility such as designing software for graphic design, 3D printer for technology or JUKI sewing machine for fashion design. The co-working space business also robustly expands their branches in the city to have a broader coverage in order to serve whoever in need of space.
In the market research the business model such as Porter’s five forces which identifies the structure of a certain industry will be used. Most importantly, the market research will be conducted to investigate the current co-working space competition, business segmentation, business buying behavior and the type of business that use these products and services the most and propose a proper business recommendations based on the collected data from the survey. Lastly, quantitative and qualitative methods are used to identify the trend of the need of co-working space and specific add-in service that the customers would like to benefit.
As reported by the survey results, two main elements that are the most important in the participant’s perspective is the price and the location which would affect significantly the decision making when choosing a co-working space. In addition, the customer would like to have add-in services such as free access to the co-working space’s amenities, 24/7 access to the building or stationery supply. These proposals would lead to a more low-cost operation for a start-up to sustain in the competitive market.