International Marketing Strategy for Ready Meals in Vietnam

MARKETING-PART-1

Contents
Part-A...................................................................................................................... 2
Introduction............................................................................................................... 2
Ready Meals.............................................................................................................. 2
PESTLE Analysis....................................................................................................... 3
SWOT Analysis.......................................................................................................... 8
References.............................................................................................................. 12

Part-A
Introduction
The report brings out a discussion on international marketing strategy, which features the
expansion of Ready Meals in Vietnam. This proliferation undertakes to examine political,
technological, legal, social, economic, and environmental factors (PESTLE Analysis) and its
related structure in Vietnam (Nguyen, 2016). On the basis of these factors, each parameters
will be discussed such as current weakness, future associated risks, sales distribution, future
trends, market share, market status, current challenges, distributors, and future prospects.
PESTLE Analysis includes the analyses of external factors, which include the impact of these
fluctuating situations on the organisational performance especially before starting the
business or even entering the foreign market (Ngo, 2016). SWOT analysis is a strategic
framework, which is used examine the organisation’s competitive position in the
development of strategic planning that includes the analysis of both internal (strength and
weakness) and external factors (opportunity and threat) (Son, 2019).
Ready Meals
The retail vendors introduced this meal as an alternative meal, which is fast, cost effective,
and quick that is just required to be heated before consumption. Ready meals has been
packaged and availed in quantity for one or two serving (Hoban, Nash, Musgrave, and Byard,
2018). With hectic lifestyles, customers often prefer Ready meals, which will reduce the
cooking time and preparation and finally leading to the progression of overall market. Some
of the existing examples of Ready Meals are JBS, Iglo Group, Nestle, Unilever, McCain,
Maple leaf foods, Tyson foods, Schwan food, sigma Alimentos, Greencore group with the
advanced fresh concepts. A certain amount of revenue production of the ready meals is nearly
USD 104063 Million in 2015.

PESTLE Analysis
Political factors- Vietnam has accessed WTO in 2007 and after twelve year of discussion
and negotiation. It has been marked where political conditions have significance in the global
economy when entering the country for business (Pham, 2018). WTO membership has tried
to reduce the restriction and tariffs in regards to the Vietnam exports to other states that has
benefited the nation. The country is a better place to attract FDI since the accession. WTO
membership has finally boosted the nation`s exports, which has helped as one of the part of
the international economy (Pham, 2018).
Socialist republic of the country remains as one of single communist party states with Cuba,
Loas, North Korea, and China. The communist party kept some political environment, which
is relatively stable when it has few riots. Recent event was violent in regards to anti-China
that had been burnt down for the several factories because of China`s deploying it in
regarding the conflicting water happening in the summer in some of the major cities (Trinh,
and Le, 2018). The government will try to dismiss most of people`s protesting that has been
leading to the freedom of speech. As per the Human Right Watch Organisation (HRWO)
where the situation of human rights of Vietnam is destroying, which remain major issue in
the country. Corruption and bureaucracy has remained a great level of making the
government efforts in order to apply solutions (Hoang, Hoshino, and Hashimoto, 2015).
Political impact- when Company wish to enter in the market it should consider the limits on
the free speech and political activities. Military presence and large police force is quite
common. It is not a major risks to foresee the suggestions of Vietnam in order to reduce
political risks by including local partners, minimising the fixed investments, local banking,
and creating the operation invaluable (Tang, and Tan, 2015).
Economic factors-