Market entry into the ASEAN region

A leading European food and beverage company wished to understand opportunities for market entry into the Asia-Pacific region.

Our Solution

• GlobalData undertook a phased project to identify the most attractive markets in the region from the perspective of both the external and internal industry environment.
• After shortlisting several countries, GlobalData conducted a deep dive study of the Vietnamese market. The study involved understanding import and distribution setups, retail and on-premise structures, margins through the supply chain, and consumer attitudes towards Western brands.
• Business models were built based on various modes of entry and scenarios, helping the client understand profit opportunities and risk.

Outcome

The client acted on recommendations to enter the Vietnamese market based on an export and licence model, pending further analysis on options for expansion through acquisition.