Vietnam Beer

PRODUCT EXTENSION: THE CASE OF BIVINA BEER IN VIETNAM ABSTRACT on that point is a strong link between the growth of foodstuff place apportion and the profitability of a company with the power of its brand. wish other emergent economies, in Vietnam, the domestic companies get cut back been facing tough emulation brought round by transnational corporations (MNCs) with their well-established brands from all over the world. more(prenominal) often than not, the Vietnamese companies seem to discharge the issues of branding in positioning their products. This study analyzes the importance of brands and the turn of branding watchfulness in a newly opened-up market like Vietnam. To illustrate the issue, we will go through the fact of BIVINA a newly introduced beer brandof Vietnam Brewery Limited (VBL). Interviews with managers and a consumer substantiate by are carried out to investigate the competitors reaction and consumers detection toward this new brand . At the end, some recommendations are proposed for the domestic companies to manage their brands successfully. INTRODUCTION Investors should assure Vietnam a potential marketplace for beer inhalation. With a population of 78 trillion the great unwashed in 1997, Vietnam is one of the most populated countries in the world.

The process in income and improvement in the peoples lifetime standard, brought about by a more liberalized economic form _or_ system of government since 1987, have triggered increased beer demand and consumption. Currently, Vietnamese consumes eight liters of beer on the mediocre p er socio-economic class. While this is stil! l low in equation with Asian consumption level of 17 liters per head per year, brewers and distillers consider Vietnam a festering market for beer industry (VIR, June 1997). According to an estimate, Vietnams beer consumption has self-aggrandising from 12 to 20 % a year (Chinh, 1997). The main 3 drinkers are in the age mathematical group between 25 and 45 geezerhood old, which are accounted for nigh half of the population. To meet the growing demand, more than 500 million...If you penury to get a full essay, nightclub it on our website: BestEssayCheap.com

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