International Journal of Research in Marketing Management and Sales
2019, Vol. 1, Issue 2, Part B
Customization and standardization of foreign businesses in Vietnam the case of Unilever and the FMCG industry
Dr. Nguyen Hoang Tien, Assoc. Prof. Phuoc Minh Hiep and Dang Thi Phuong Chi
Fast-moving consumer products are products with a rapidly changing market that are highly competitive, so that the number of products that can be quickly consumed in many different markets, the product must meet the needs of taste. Customers' quality assurance both always follow the common standards. In order to achieve that, foreign businesses operating in the FMCG industry in general and Unilever in particular need to have a harmonious strategy between customization and product standardization. The purpose of this article is to standardize the business strategy of Unilever always in the business strategy of quantity, in the business strategy of Unilever and foreign businesses operating in the field of fast-moving consumer goods. The results indicate that besides complying with product quality standards, the level of safety for consumers. To master Unilever's market, it is necessary to invest in innovation and research and development into R&D to create products closer to customers who mistakenly know the real needs that customers need.
Dr. Nguyen Hoang Tien, Assoc. Prof. Phuoc Minh Hiep, Dang Thi Phuong Chi. Customization and standardization of foreign businesses in Vietnam the case of Unilever and the FMCG industry. Int J Res Marketing Manage Sales 2019;1(2):139-143.