Market Research Sweco Finland’S Potential Entry In Vietnam In Infrastructure Consulting Business

The main objective of the thesis was to provide the company with the necessary knowledge of the macro-economic and cultural characteristics of Vietnam. The purpose of the thesis was to research whether Vietnam would be an economically or culturally attractive market, thus supported SWECO Finland’s expansion decision-making. The utilized theoretical framework for macro-economic factors was PESTLE analysis, and for cultural factors was Hofstede’s 6 cultural dimensions model. Resource audit was included to assist with the assessment of SWECO Finland’s hypothetical strength and weaknesses in the Vietnam market. The research findings and analysis of the Vietnamese market followed the frameworks covered in the theoretical background of the research. Both primary and secondary data were utilized in this report. Secondary data was collected through public data sets, articles and journals from recognized research institutions, official Government statistics and reputable news outlets. Primary data was collected through observation and semi-structured interviews with people of relevant expertise. The analysis was conducted by a comparison between primary and secondary data, where the primary data would either serve as support or critic of the secondary data collected. Through the comparison, the most relevant data and conclusions concerning the Vietnamese market were drawn. Recommendations for the case company were based on those research findings and conclusions.