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Case from journal
Reference no. NAC2014
Subject category: Marketing
Published by:
NACRA - North American Case Research Association (2000)
in "The Case Research Journal"
24 pages
Data source:
Field research


In late 1995, John Peter, a Marketing Manager of Hewlett-Packard Asia Pacific Limited (HPAP), was evaluating its strategic options for doing business in Vietnam. The United States had lifted its embargo on the country in February 1994, and the country had normalized relationships with many other countries, including China. The current economic development in Vietnam is rather slow and limited, and the infrastructures and the political-legal systems appear to be underdeveloped. However, the long-term prospects appear very bright. Hewlett-Packard''s current operation in Vietnam is limited to the distribution of a small range of its products through local intermediaries. John needed to recommend whether HPAP should enter the Vietnam market in a more strategic fashion. If so, what form of market entry should be adopted, and what detailed implementation plans should be developed?


Marketing management; International marketing; Strategic marketing; Foreign market entry

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