Exploring Prospects: Entering the Vietnamese Market

Vietnam’s dynamic economy and burgeoning middle class make it an enticing prospect for businesses seeking new opportunities. This article provides detailed insights into the Vietnamese market, addressing specific challenges and offering real-world examples to guide businesses aiming to capitalize on this Southeast Asian economic powerhouse.

Market Overview:

Vietnam’s economic growth, driven by a skilled workforce and strategic positioning, presents a compelling market. However, navigating through challenges is essential for sustainable success.

Key Sectors:

• Manufacturing and Export: Vietnam’s manufacturing hub status in electronics, textiles, and footwear is promising. Understanding the regional variations in demand, for example, the preference for high-quality textiles in the north, is crucial for targeted production.

• Technology and Innovation: The tech-savvy population drives growth in e-commerce and fintech. Mobile payment solutions like Momo and ZaloPay have gained widespread adoption, emphasizing the need for businesses to integrate such platforms into their operations.

• Tourism and Hospitality: Vietnam’s tourism sector offers lucrative opportunities. Tailoring hospitality services to cater to the rising demand for eco-friendly and culturally immersive experiences, as exemplified by boutique resorts in Hoi An, aligns with local preferences.

• Renewable Energy: Government support for renewable energy projects opens avenues for investors. The collaboration between Danish wind turbine manufacturer Vestas and local partners in the construction of the Phu Cuong Group exemplifies successful foreign investment in Vietnam’s renewable energy sector.


• Diverse Consumer Behavior: Vietnamese consumers showcase a variety of preferences. For instance, a study conducted by a major electronics manufacturer found that urban consumers prioritize cutting-edge features and sleek designs when purchasing smartphones. In contrast, rural consumers tend to emphasize durability and practicality, valuing devices that withstand rugged conditions and offer long-lasting battery life. This diversity in consumer preferences underscores the importance of tailoring products to distinct market segments.

• Digital Transformation: Embracing digitalization is vital. Lazada, a prominent e-commerce platform, successfully localized its operations by offering a diverse array of payment options, including cash on delivery, to accommodate various consumer preferences.


• Vietnamese as the Dominant Language: Vietnamese is the official language, and while English is taught in schools, the proficiency level can vary. Conducting business in Vietnamese is often essential for effective communication with local businesses and consumers.

• Strong National Identity: Vietnam has a rich cultural heritage and a deep sense of national identity. Understanding and respecting this identity is crucial for building trust and credibility.

• Legal and Regulatory Complexity: Navigating through licensing intricacies is challenging. Uber faced regulatory challenges in Vietnam, leading to the sale of its Southeast Asian operations to Grab. Understanding and adhering to local regulations are critical for sustained operations.

• Cultural Sensitivity: Adapting marketing strategies to align with local customs is imperative. KFC’s success in Vietnam is attributed to its localization strategy, incorporating dishes like pho and adapting its menu to suit Vietnamese tastes.

• Infrastructure Limitations: Developing contingency plans for logistics disruptions is crucial. Example: Companies like FedEx and UPS have established strong partnerships with local logistics firms to overcome infrastructure challenges and ensure timely deliveries.


A market entry firm plays a pivotal role in assisting a company to successfully enter a new market. Leveraging its local expertise, the firm conducts comprehensive market research to provide insights into the target market’s dynamics, consumer behavior, and competitive landscape. This knowledge is instrumental in developing a tailored market entry strategy, identifying the most effective channels, and ensuring regulatory compliance. The firm facilitates the establishment of crucial local partnerships, aids in navigating complex legal requirements, and offers strategic guidance on adapting marketing and branding strategies to align with cultural nuances. ASEAN business partners with deep understanding of the local business environment, can help mitigate risks, optimize logistics, and provides ongoing support to enhance the company’s competitiveness in the new market. Overall, the collaborative efforts between the company and the ABP contribute to a smoother and more successful entry into the new market, fostering sustainable growth and market penetration.

About the Author

Thao Nguyen

Thao Nguyen is ABP’s Country Manager – Vietnam. She is a dynamic leader with over 27 years of experience working for both global and local banks in Vietnam. Over the course of her career Thao has held senior leadership roles at HSBC, Citibank, ANZ, Techcombank and VIB