(Tiểu luận) global marketing amazon’s market penetration plan in vietnam in 2024

FOREIGN TRADE UNIVERSITY HO CHI MINH CITY CAMPUS ******************** MIDTERM ASSIGNMENT MAJOR: INTERNATIONAL BUSINESS ADMINISTRATION GLOBAL MARKETING: AMAZON’S MARKET PENETRATION PLAN IN VIETNAM IN 2024 Subject : Global Marketing Lecturer : Ms Nguyen Thi Thu Thao Class Code : ML61 Group Class : 09 K60CLC1 Ho Chi Minh City, December STUDENT ID STUDENT’S FULL NAME Trần Thị Thảo Vy 2112253086 Nguyễn Võ Quỳnh Như 2112253059 Tôn Nữ Quỳnh Anh 2112253009 Trần Mai Chi 2112253604 Nguyễn Ngọc Mai Khanh 2112253035 i TABLE OF CONTENTS TABLE OF CONTENTS i LIST OF TABLES iii LIST OF IMAGES iii LIST OF GRAPHS iii CHAPTER ABSTRACT CHAPTER OVERVIEW 2.1 Global trend overview 2.1.1 Background summary 2.1.2 Consumer trend 2.2 Amazon, Inc 2.2.1 Profile [7] 2.2.2 Amazon.com CHAPTER MODELS FOR MARKET SELECTION 3.1 General market screening process 3.2 Why Emerging markets 3.3 Why ASIA: Regional macro-screening 3.4 Why South East Asia 10 3.5 Why Vietnam and Malaysia 10 3.5.1 Why Vietnam in Emerging markets 10 3.5.2 Why Vietnam and Malaysia 11 3.5.3 MACS matrix 20 CHAPTER ENTRY MODE 21 4.1 Why Joint-venture in Intermediate mode?\ 21 4.2 Collaborate with e-payment 24 4.2.1 Amazon’s market penetration history 24 4.2.2 E-wallet in Vietnam 26 CHAPTER MARKETING STRATEGIES 29 5.1 Segmentation 29 5.1.1 Demographics 29 ii 5.1.2 Behavioral segmentation 29 5.1.3 Psychological segmentation 29 5.2 Targeting 29 5.2.1 Behaviors 29 5.2.2 Attitudes 30 5.2.3 Need 30 5.3 Positioning 30 CHAPTER MARKETING TACTICS 31 CHAPTER CONCLUSION 33 REFERENCES a OWEN CAMPAIGN ANALYSIS f iii LIST OF TABLES Table 1: Finances are global concern of consumers [2] Table 2: Improved global perceptions of sustainable consumption [3] Table 3: Market Attractiveness scoring criteria 11 Table 4: Market Attractiveness of Vietnam and Malaysia in Asia-Pacific region 11 Table 5: Competitive Strengths of Amazon in Vietnam with regards to its strongest regional competitor, Shopee 14 Table 6: Competitive Strengths, scoring reasoning 15 Table 7: Amazon SWOT analysis 21 Table : Lessons from China’s failure 25 Table 9: E-wallet choosing-criteria 27 Table 10: Amazon x ZaloPay exclusive benefits 28 Table 11: 4Ps model of Amalo 31 Table 12: The extent to how much to standardize/localize 33 LIST OF IMAGES Image 1: Consumers are highly aware of the risks and potential consequences when sharing personal information across digital channels [4] Image 2: General market screening process Image 3: Amazon’s MACs matrix 20 LIST OF GRAPHS Graph 1: Since October 2021 consumers have shifted priorities in response to emerging disruptions [1] Graph 2: Retail e-commerce sales worldwide from 2014 to 2026 [5] Graph 3: Intense e-commerce industry rivalry [6] Graph 4: Most popular online marketplaces worldwide in 2021, based on gross merchandise value [8] Graph 5: Emerging market and developing economies: Gross domestic product (GDP) in current prices from 2017 to 2027(in billion U.S dollars) [12] Graph 6: Climate Awareness and Actions [13] Graph 7: Regional e-commerce share of retail in 2020, with a forecast for 2025 [14] Graph 8: E-commerce as a percentage of retail sales continues to grow across regions [15] 10 Graph 9: Vietnam warming to e-wallets [50] 26 CHAPTER ABSTRACT The goal of this study is to (1) evaluate the potential impact of Amazon's market entry on the Vietnamese e-commerce market; (2) suggest suitable market entry strategies To demonstrate Amazon's ability to enter new markets, apart from information on global consumer trends and market landscape, the preliminary, fine-grained, and MACS model will be used to identify the most suitable nation for Amazon to penetrate Joint-venture will be the most preferable market entry mode resulting from previous analysis Key marketing strategies (STP) and tactics (4Ps) utilized specifically in Vietnam will also be demonstrated In conclusion, the concern of the extent of product standardization or adaptation is included in the last section Word count: 2089 words Document continues below Discover more from: Marketing quốc tế Trường Đại học… 600 documents Go to course Nhóm 10 - MKT401 37 tiểu luận marketing… Marketing quốc tế 96% (24) NHÓM -tiểu luận 36 37 48 37 marketing quốc tế… Marketing quốc tế 100% (10) Nhóm-6 tiểu luận marketing quốc tế… Marketing quốc tế 100% (10) KẾ HOẠCH Marketing CHUỖI PHÚC LONG… Marketing quốc tế 100% (9) Nhóm - tiểu luận marketing quốc tế… Marketing quốc tế 100% (8) CHAPTER 113 Course book Introduction to Law… OVERVIEW Marketing 2.1 Global trend overview quốc tế 100% (7) 2.1.1 Background summary Global crisis in economic and social aspects (e.g., increasing interest rates, unpredictable inflation fluctuations, new variants of COVID-19, etc.) 2.1.2 Consumer trend ● Global consumers tend to pursue a cost-effective and sustainable lifestyle (2022 “Future Consumer Index” - Ernst & Young) This growing trend is in alignment with Amazon’s core values of sustainability initiatives Graph 1: Since October 2021 consumers have shifted priorities in response to emerging disruptions [1] ● 62% of global consumers expect their living costs to increase over the next six months → Costs of living is a global worry Table 1: Finances are global concern of consumers [2] → 1st Trend: Cutting costs - Consumers are substituting but not sacrificing, repairing but not replacing ● A growing trend in globally sustainable consumption, but price is a barrier Table 2: Improved global perceptions of sustainable consumption [3] Firm’s impact on the social and environment critically influences customer intention of purchase → 2nd Trend: Sustainability - Consumers are holding on to their values ● A small but rapidly growing group is interested in exploring emerging technology and digital channels → 3rd Trend: Extreme concern about personal data sharing, usage, and protection Image 1: Consumers are highly aware of the risks and potential consequences when sharing personal information across digital channels [4] ● Rising demand for e-commerce services: The sales volume keeps increasing annually, especially in 2021, there is a total of 2.14 billion digital buyers globally, making up for approximately 30% of the global population Graph 2: Retail e-commerce sales worldwide from 2014 to 2026 [5]