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Creating competitive advantage through branding
Nguyen Thu Huong,Nguyen Thi Thanh Nga,Dao Thi Diu 한국무역학회 2017 한국무역학회 국제학술대회 Vol.2017 No.11
The significant increase in the number of retailers in Viet Nam indicates the potential of this market for both foreign corporation and domestic company. Mom – pop store is a kind of traditional retailer and currently, they face more difficult challenges in in the era of global economic integration. This paper aims to illustrate their challenges on the basis of retail market, consumer behavior and competitor analyses. Data was collected from author’s offices, retailer’s websites and online newspaper before being synthesized.