| dc.description.abstract | Vinamilk is the largest dairy company in Vietnam with more than 50% of the market share. It had mostly focused on the domestic market in its 40-year history but it now hopes that overseas markets will contribute 50% to its revenue over the next five years. At this moment, Vinamilk holds 21% share of Miraka – a dairy factory in New Zealand – where they produce UHT milk under the brand “Twin Cows” for Vinamilk. It also works with strategic partners in Thailand and Myanmar to promote Vinamilk products. Among all the markets in ASEAN, Singapore may be the toughest one to penetrate due to its small but affluent population. All big names in dairy industry are trying very hard to please Singaporean consumers. Because Vietnam is not a well-known country for dairy product, it may be beneficial for Vinamilk to introduce the Twin Cows line instead of Vinamilk. To understand the potential effects that country-of-origin may cause in terms of UHT milk consumption, this paper proposes a preliminary study to explore Singaporean consumer behaviors.
Keywords: International marketing, dairy products, consumer behavior | en_US |
