Thesis - Market opportunities in emerging markets - ID:04145 - Volum 88 pagini

1 INTRODUCTION 1
1.1 Research background 1
1.2 Research objective and research questions 2
1.3 Research methodology and method 2
1.4 Theoretical framework 6
1.5 Thesis structure 7
1.6 Scope and limitations 9

2 MARKET OPPORTUNITIES IN EMERGING MARKETS 10
2.1 Emerging markets 10
2.1.1 Definition 10
2.1.2 General characteristics 11
2.2 Market opportunities in emerging markets 12

3 SITUATION ANALYSIS 14
3.1 Country analysis 14
3.1.1 Politics 14
3.1.2 Economics 15
3.1.3 Social 16
3.1.4 Technology 17
3.1.5 Environment 19
3.1.6 Legal 20
3.2 Industry analysis 21
3.2.1 Rivalry among existing competitors 22
3.2.2 Bargaining power of suppliers 22
3.2.3 Bargaining power of buyers 23
3.2.4 Threat of new entrants 23
3.2.5 Threat of substitutes 24

4 VIETNAM: COUNTRY & MARKET ANALYSES 25
4.1 PESTEL analysis of Vietnam 25
4.1.1 Political situation 25
4.1.2 Economic situation 27
4.1.3 Social situation 30
4.1.4 Technological situation 32
4.1.5 Environmental situation 33
4.1.6 Legal situation 34
4.2 Industry analysis 38
4.2.1 Threat of substitutes 38
4.2.2 Threat of new entrants 41
4.2.3 Bargaining power of buyers 42
4.2.4 Rivalry intensity 43

5 CONSUMER ANALYSIS 46
5.1 Consumers’ characteristics 46
5.2 Hanoi consumers and Scouter 47
5.2.1 Interview questions 47
5.2.2 Interviewee selection 48
5.2.3 Results 49

6 CONCLUSION 54
6.1 Thesis findings 54
6.2 Suggestions for the next action and topic for further research 56
6.3 Reliability and validity 57

7 SUMMARY 58
REFERENCES APPENDIX