| Abstract | Review of AT Kearney Consulting Organizations (US) in research report on "Retail
Market Forecast to 2014's Vietnam," said modern retail channels will play a key role in
the development develop future consumer market in Vietnam.
Statistics show that despite economic difficulties, retail market size has reached
approximately $ 90 billion, contributing 15-16% of the country's GDP since 2011. With
over 90 million people nationwide but only 638 supermarkets, 120 trade centers and
over 1,000 convenience stores, many experts believe that this figure did not meet the
needs of the people. Forecast retail sales increased in Vietnam possible can reach +23%
every year.
Understanding the market situation with great opportunities coming, Samsung Vietnam
implemented a comprehensive strategy, focusing on product sales policy, distribution
policy, and investment policy market in 2013. Almost all key activities aimed directly at
retail channel with key objective to the dominant market share as well as overcome the
competitors in the shortest time.
Learning from the success of other countries in the Southeast Asia region, SSVN
adjusted strategies and activities have been implemented in 2013 such as: Redefining
distribution, Changing policies to support sales by channel, Changing market
investment policy. However, the results do not occur as expected: SSVN not increase
market share, profits of all parties involved in distribution, sales are declining,
distribution instability, market shrunk.
Therefore, the evaluation of the entire project, research and analyst all the strengths and
weaknesses is an indispensable requirement to identify appropriate policies, for the goal
of SSVN near future. |