Wall's Ice Cream in Vietnam

Published 01 Jan 1998
Reference 4775
Topic Strategy
Region Asia
Summary

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

Teaching objectives

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 competitive and institutional environments.

Keywords
  • RD1298