Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Strategy of Korean Firms to Enter Vietnam Market

한국 기업의 베트남 유통시장 진출 전략에 관한 연구

  • Kwak, Su-Young (Department of Global Trade, Dongguk University) ;
  • Kim, Mie-Jung (Department of International Commerce, Dongguk University)
  • 곽수영 (동국대학교 글로벌무역학과) ;
  • 김미정 (동국대학교 글로벌통상학과)
  • Received : 2019.08.10
  • Accepted : 2019.08.22
  • Published : 2019.08.31
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Abstract

The purpose of this paper is to suggest strategies for Korean companies to overcome the limitation of the international trade structure between Korea and Vietnam. This study examined foreign multinational distribution companies, Korean distribution companies and domestic distribution companies in Vietnam. A SWOT analysis conducted to propose effective strategies revealed that Saigon Mart, Vietnam's largest regional mart company, needs an O/W strategy and to capture market opportunities quickly through strategic alliances with foreign distribution companies, in order to gradually complement their core competencies internally. Lotte mart in Vietnam, one of Korea's three largest marts, needs to establish a T/S strategy in order to overcome the crisis situation in Vietnam market and succeed in business. BIG C Mart has over 40,000 diverse products needs to use a T/S strategy in order to effectively overcome the crisis situation in the Vietnamese market and to increase the possibility of business success. From the study findings and conclusions, various implications are derived. Vietnam is still very strong in socialism and regional characteristics, so it needs to build up close cooperation such as joint venture with local partners in the region and strategic alliances to increase the possibility of investment success.

Keywords

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