Unilever Vietnam: SWOT analysis and strategic insights for FMCG market leadership
Keywords:
Porter’s five forces, Vietnam, Business strategy, business research, SWOT AnalysisAbstract
Vietnam’s fast-moving consumer goods market presents both great opportunities and challenges for global companies. This research analyzes the competitive strategy of Unilever in the Vietnamese market with market segmentation, brand positioning, strategic rivalry. Research using different frameworks to show the way in which Unilever’s tailored marketing has successfully facilitated engaging with Vietnamese consumers. Secondary data analysis method was used to indicate the Unilever’s market segmentation strategies, brand differentiation. The findings show that Unilever’s success is derived from its knowledge of local consumer behaviour as well as innovative product offerings. This work provides the recommendations for companies to improve strategic insights.
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