Market research and business strategy plan for online apparel retailing business : a case study of Lily Co. Ltd. | |
| Author | Ngo Thi Kim Huong |
| Call Number | AIT Proj. no.EMBA-VN-16-23 |
| Subject(s) | Strategic planning--Vietnam--Case studies Business planning--Vietnam--Case studies |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in International Business – Management of Technology (VN) |
| Publisher | Asian Institute of Technology |
| Abstract | What industry can it produce millionaire most? According to Forbes in 2016 (1), there are over 1.800 people who are owning at least 1 billion USD in their account. Among them, 267 billionaires are working related to investment and finance industry, hold 15% of the total of billionaire over the world. Indeed, investment and finance is also an industry which can create more millionaires most. After investment and finance, apparel and retailing stands as second position which can make people rich easily. Indeed, in 2016, there are 221 billionaires successful in this business, holding 12% of the total number of billionaire. For example, Amacio Ortega, the founder of Zara, who led the company become one of the most popular brands all over the world and is currently having over 67 billion USD. The key factor leading apparel and retailing successful is mainly thanks to its short life products, diversification and convenience. In Vietnam, this industrial performance has increased dramatically due to better economic performance and huge foreign investment coming to Vietnam in the last two years. Moreover, since Trans Pacific agreement was signed in October 2015, Vietnam is predicted to become one of the most attractive market for any multi international players entering into Vietnam, especially for apparel and retailing industry. Indeed, on 8th September 2016, Zara opened the first retailer store at Ho Chi Minh City with revenue about 5.5 billion Vietnam Dong for opening day (around $ 247,000). It is a strong statement to show the potential apparel and footwear market in Vietnam currently. To be a new player – Lily Co. Ltd has been joined in domestic fashionable market which can contribute additional contributions and support local fashion develop in the context of the performance of foreign brand are massively opened. In this research, I will deeply analyze about market research and strategy of private brands in order to standing with the playing brutal. |
| Year | 2016 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Claes, Marie–Therese (Co-chairperson);Vimolwan Yukongdi,(Co-chairperson) |
| Examination Committee(s) | Kokkonen, Lotta O.;Patchara Popaitoon |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2016 |