Luận Văn analysis of Vietnam confectionery market and case of Kinh Do

A company, operating in a highly competitive business environment, would be successful in sustaining and improving its economic objectives, if it knows its market or industry structure and the forces driving competition, as well as, adopts appropriate competitive strategies
Vietnam has a population of over 88 million people with a young population structure (source: General Department of Vietnam population). As a crowed population, the demand for confectionery – one kind of necessary goods is high too. In addition, in some recent years, Vietnam is been ranked as one of the most potential retailing market. In 2008, Vietnam reached the first ranking of attractive retail market in the world, thanks to strong economic growth, friendly improvements in policies with foreign investment and consumer demand for the model modern retail. However, in 2012, Vietnam relegate from the top of potential retailing market in the world because of recession and the weakness in government policies. Although the Vietnam retail market does not as attractive as before, many economists believe that this market is still potential because of the high number of consumers (source: Consultant A. T. Kearney Corporation)
Since 2010, Vietnam's economy face to many unstable problem including high inflation rate, consumer tighten their expenses and high interest rate. This situation causes many companies in Vietnam into crisis plus high price of raw material, high cost of labor and electricity.
With a large market, Vietnam has been identified as a very potential confectionery market. According to many experts worked long time in confectionery industry, the confectionery market of Vietnam will become the leading market in Southeast Asia and the world. (Source: German Association of Confectionery). As the estimation of IBA (GHM), the yields of Vietnam confectionery increase about 1.5 times from 2008 to 2012. The growth rate of retail sales of confectionery in the Vietnam market is 114.71% per year, meanwhile this figure of other countries in the region such as China is 49.09%, Philippines is 52.35% Indonesia is 64.02% , Thailand is 37.3% and Malaysia is 17.13% . (source: cafeF.vn).A company, operating in a highly competitive business environment, would be successful in sustaining and improving its economic objectives, if it knows its market or industry structure and the forces driving competition, as well as, adopts appropriate competitive strategies
Vietnam has a population of over 88 million people with a young population structure (source: General Department of Vietnam population). As a crowed population, the demand for confectionery – one kind of necessary goods is high too. In addition, in some recent years, Vietnam is been ranked as one of the most potential retailing market. In 2008, Vietnam reached the first ranking of attractive retail market in the world, thanks to strong economic growth, friendly improvements in policies with foreign investment and consumer demand for the model modern retail. However, in 2012, Vietnam relegate from the top of potential retailing market in the world because of recession and the weakness in government policies. Although the Vietnam retail market does not as attractive as before, many economists believe that this market is still potential because of the high number of consumers (source: Consultant A. T. Kearney Corporation)
Since 2010, Vietnam's economy face to many unstable problem including high inflation rate, consumer tighten their expenses and high interest rate. This situation causes many companies in Vietnam into crisis plus high price of raw material, high cost of labor and electricity.
With a large market, Vietnam has been identified as a very potential confectionery market. According to many experts worked long time in confectionery industry, the confectionery market of Vietnam will become the leading market in Southeast Asia and the world. (Source: German Association of Confectionery). As the estimation of IBA (GHM), the yields of Vietnam confectionery increase about 1.5 times from 2008 to 2012. The growth rate of retail sales of confectionery in the Vietnam market is 114.71% per year, meanwhile this figure of other countries in the region such as China is 49.09%, Philippines is 52.35% Indonesia is 64.02% , Thailand is 37.3% and Malaysia is 17.13% . (source: cafeF.vn).