This case study was consolidated in October 2020.
After taking international integration and globalization, Vietnam has been witnessing a drastic economic growth, especially in several spearhead industries, including fundamental infrastructure and facilities development and distribution. Along with the improvement in personal income and living qualities, demand of essential goods and products that serve life purposes, typically vehicles and transportation, has increased substantially.
Being one of the biggest automobile manufacturer in Vietnam and internationally, the Client provides a wide range of automobile products, covering different segments to satisfy the fast-growing demand of Vietnamese customers. To aid for strategic decision making of business development, the Client has worked closely with B&Company in a number of research projects to understand customer demand, buying behavior in different car segments, evaluate potentiality of new product models or new business direction for automobile trading.
One typical example is the concept testing project in early 2020. The Client wanted to understand customers’ impression and demand for a new passenger car model in the A-segment, aiming to identify competitive selling points and thus define product launching strategy as well as target buyers for the new car model.