Marketing

Executive summary

TCL Corporation is one of the multinational electronic operating companies, which is headquartered in southern China, providing electronic products in major TV sets and mobile phones. (TCL Group, 2010) The Vietnamese market is to be considered as one of the available option. This report analyzes the investment environment and relevant strategies could be applied in Vietnam. The company is currently facing two major issues on market entry and building a new distribution channel. Through the analysis of the current market scope, including consumer purchase power, existing competitors and the differentiation strategy for promotion, it would be analyzed that whether the product is currently applicable to the company. After which this report analyzed the PESTLE, Porter's 5 forces and Company Analysis as the current and potential target market, by researching their purchase power and their demand to TV and mobile phones.

Secondly this report is focusing on discussion about issues of market entry and product sale. Based on the issues chosen, strategies were recommended for direct investment in Vietnam, including cost effective methods and differential distribution strategies.

1. Situational analysis of the country

A PESTLE analysis is a tool that is used for understanding the environment in which an organization is operating. Specifically, a PESTLE analysis is also an influential tool which can be used for understanding risks associated with the changes of market environment, and as such the position, potential and direction for an individual business or organization. PESTLE, referring to the abbreviations of six views of the environment: Political, Economic, Sociological, Technological, Legal, and, Environmental.

Political

For the political factors, Indonesia is one of the Southeast Asia and Indonesia is belonged to immature Political System that means the political party system is still dominated by personalities rather than issues,...