E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 3, Issue 4, 2023

Comparative analysis of the brand strategy of Big4 of retail supermarkets in Vietnam

Author(s): Vo Thanh Hien


Retail businesses in the Vietnamese market are currently standing on a fertile land with the purchasing power of 90 million people. However, people's living standards and consumption habits are changing day by day, making market research more urgent. In Vietnam's retail market, there is fierce competition between domestic and foreign enterprises, between modern and traditional retail methods. Modern retail channels such as the newly born supermarket are gradually asserting their position in meeting the consumer demand of the market. In addition, the complicated developments of macroeconomic factors such as recession, inflation, the development of information technology, the global pandemic of Covid-19, ... also have a significant impact on the maintenance, stabilize and develop the brands of leading retail supermarkets in Vietnam. Retail supermarkets such as Big C, Winmart, Aeonmall, Coopmart, .. all deploy smart strategies and attract consumers to their side. Provide detailed and clear comparisons through which we can learn the exclusive policies for those businesses to bring their image closer to customers.

Keywords: Retail Businesses, Vietnam, Strategy, Covid-19, Development

Pages: 908-917

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