Vietnam Confectionary Market Assessment

Situation

A food & beverage company was looking to grow its confectionary business in Vietnam.

Objective

The objective was to understand how to approach the Vietnam market from a product, go-to-market, retail & distribution strategy perspective.

Our Work

We assembled an international team with on-the-ground resources in Vietnam to generate insights on industry trends, competitive landscape, general trade vs. modern trade (voice of the customer), distribution channel and go-to-market strategy.

10EQS Project Team
  • Former BCG consultant with strong CPG experience
  • Vietnam-based consultant and research analyst
  • South-East Asia go-to-market strategy advisor
  • 10EQS Delivery Operations (=PMO) providing quality assurance, process management and expert recruitment
  • 15 industry experts
Industry Experts
  • Senior Sales Operations Manager – Supply Side
  • Director of Sales Strategy and Operations – Supply Side
  • Regional Sales Manager – Supply Side
  • Lead – General Trade
  • Category Manager – Demand Side
  • Senior Management Executive – Demand Side
  • Store Manager – Demand Side

Results

The client leveraged the insights to refine their go-to-market and distribution channel strategy in Vietnam as part of their South-East Asia growth agenda.