한국기업의 베트남 유통시장 진출방안에 관한 연구

A Study on Entry Strategies of the Vietnamese Distribution Market of Korean Firms

A distribution market size in Vietnam has been greatly widening with market opening schedule according to WTO membership and the high level of an income increase during the last 10 years. This makes multi-national firms including Korean companies like Lotte Mart enter into the Vietnamese market. This study aims to suggest practical strategies for helping korean firms planning to entering into the market in the near future through the analysis of market access cases of German Metro Group, Vietnamese Saigon Co., and Korean Lotte Mart. With this study, many important implications are suggested such as an importance of establishing systematic market access strategy through the previous market research, product differentiation for satisfying local customers needs, market segmentation based on the income level and age, the regionally differentiated marketing strategy, and the active application of the Korean move ect..