Vol. 5, Issue 4 (2020)
Analysis of AEON's market penetration strategy in Vietnam FMCG industry
Author(s): Nguyen Hoang Tien, Ha Van Dung, Rewel Jiminez Santural Jose, Bui Xuan Bien, Nguyen Thi Hoang Oanh, Nguyen Thanh Vu
Abstract: AEON is a Japanese corporation that penetrated the Vietnamese market in the field of fast-moving consumer goods. AEON has successfully and quickly opened its business branches in two major cities of Vietnam, Hanoi and Ho Chi Minh City. With the business strategy on commercial premises with a large area, with the size of investment capital and advantages of management capacity, few domestic enterprises can match and compete with AEON in the same way. This article will provide useful assessment results for large foreign corporations to consider whether to penetrate the Vietnamese market in this way and it entails potential opportunities and risks.