Vol. 5, Issue 3 (2020)
Comparative analysis of price policy of Coopmart and Big C in Vietnam retail industry
Author(s): Nguyen Hoang Tien, Nguyen Minh Ngoc, Rewel Jiminez Santural Jose, Phan Minh Duc, Tran Minh Thuong, Nguyen Thanh Vu
Abstract: In developing countries with low average per capita income like Vietnam, price policy is one of the important marketing tools to attract customers and satisfy consumers. Coopmar and BigC are two of the main groups that successfully and successfully apply this business strategy to serve a large number of Vietnamese consumers. This article analyzes the pricing policies of these two groups and identifies the differences between them as the basis for other FMCG corporations to turn to this low-price competition strategy to increase market share and boost sales velume, and this is also the basis for foreign corporations to enter the Vietnamese market for planning their business strategies in this market.