Vietnamese enterprises have evolved based on an unleveled playing field given their strong relationship with and protection from the local government. The time has come, however, for drastic changes in Vietnam with the upcoming conclusion of the TPP agreement (Trans Pacific Partnership), The Euro-Vietnam FTA, and the execution of WTO. The above promise positive increase in export volume and value. However, coming from a sourcing and contract manufacturing era, can Vietnamese enterprises overcome the challenge of simply exporting raw material and finished products, and prepare themselves to move into an era of building & exporting brands?

From Vietnam to The World

Vietnamese enterprises have evolved based on an unleveled playing field given their strong relationship with and protection from the local government. The time has come, however, for drastic changes in Vietnam with the upcoming conclusion of the TPP agreement (Trans Pacific Partnership), The Euro-Vietnam FTA, and the execution of WTO. The above promise positive increase in export volume and value.

However, coming from a sourcing and contract manufacturing era, can Vietnamese enterprises overcome the challenge of simply exporting raw material and finished products, and prepare themselves to move into an era of building & exporting brands?

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Phi Nguyen2

Phi Nguyen - Managing Partner at SEA, World Franchise Associates - holds an MBA at Central Queensland University, Australia majoring in marketing communication. She has been senior executive of various retail & franchise organizations, with the latest assignment at Gloria Jean’s Coffees International as General Manager – Asia and Head of Special Project & Global Development where her role involved global Master Franchise Partner recruitment, due diligence, and support with business modeling and market entry strategies.

Currently, Phi is Managing Partner, SEA at World Franchise Associates where she helps launch international retail & franchise brands into the region. She is board advisor for the APAC region at the Chief Marketing Officer Council (CMO) and the author of two books, Advertising in Vietnam – An Insider’s View, and Built To Last – A practical guidebook for Viet enterprises to build successful franchise brands and models. Phi is the 2015 award recipient of the “Retail Leadership Award” recently presented by the Asia Retail Congress.