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Wall's ice cream in Vietnam

Author: Clyde-Smith, Deborah ; Williamson, Peter J.INSEAD Area: Asian Business and Comparative ManagementPublisher: Fontainebleau : INSEAD, 1998. ; INSEAD Euro-Asia Centre (EAC) 1998.Language: EnglishDescription: 2 p.Type of document: INSEAD CaseNote: This case forms part of a series of cases that discuss Unilever's experiences in entering the ice cream markets of S.E. Asia and China.It can be used to explore the similarities and differences in entry strategies adopted in different Asian markets in response to differing competititve and institutional environmentsAbstract: The case describes the competitive environment of the ice cream market in Vietnam, its growth potential and the strategy adopted by Unilver to enter the market with its Walls' brand. The Wall's market positioning, operational and initial success are described
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INSEAD Case Doriot Library
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INSEAD Case Tanoto Library
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This case forms part of a series of cases that discuss Unilever's experiences in entering the ice cream markets of S.E. Asia and China.It can be used to explore the similarities and differences in entry strategies adopted in different Asian markets in response to differing competititve and institutional environments

The case describes the competitive environment of the ice cream market in Vietnam, its growth potential and the strategy adopted by Unilver to enter the market with its Walls' brand. The Wall's market positioning, operational and initial success are described

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