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Browsing by Author "Duong, Phuoc Tra My <1991>"

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WHAT MAKES OPPO SUCCEED IN THE VIETNAM MARKET? Background of the study Vietnam has become an emerging country and attractive retail market in the globe (Deloitte, 2014). Modern retail platform was introduced and have been blooming in Vietnam such as convenience stores, special stores and shopping centers (Trinh & Tran, 2014). The country is in the progress of transforming into digital economy, evidenced through high growth in electronic commerce and customer interaction through social network, etc. (Cameron et al., 2019). According to the Statista (2020), number of smartphone users in Vietnam was nearly 36 million in the end of 2019 and it is expected at 43 million by 2022. The growth in smartphone market was captured at 84% in 2017 and 95% of people in the cities have owned smartphone while the percentage of people with smartphone usage in rural area is reached up 68% (Nielsen, 2019). One of the attractive points in smartphone market is high population based with more than 94 million people (General Statistics Office, 2020). Vietnamese people spent more time reading news, playing games and conducting social interactions through social media network (Appota, 2018). These factors promote the entry of giant smartphone and electronic manufacturers such as Samsung and LG. Samsung has penetrated Vietnam for a long time and the Korean manufacturers established some factories in the country to enjoy lower tax rate and attractive labor cost (Sturgeon & Zylberberg, 2016).

Duong, Phuoc Tra My <1991> (Università Ca' Foscari Venezia, 2020-07-28)

Rationales Currently, Vietnamese people have variety of product choice in smartphone market. The survey conducted by Q&Me (2018) revealed top smartphone brands in Vietnam, including Apple, Samsung, Oppo, Xiaomi and Nokia, ...

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