Assessing the market potential and entry into Vietnam for dynasty ceramic

The independent study is presented to the analysis of the opportunity to expand the international markets, especially in ASEAN countries, for Dynasty Ceramic which is a Thailand’s market leader of ceramic tiles. The purpose of the study is to evaluate the potential opportunities for the best product to the highest value end user in ASEAN, to select the best potential market to enter and to develop an effective market entry strategy for that country. In order for the readers to have a proper background understanding of the subjects being discussed, the study gives the company’s background and review of literatures starting from basic such as what is Dynasty Ceramic, who is their main customers in overseas countries and the demand of ceramic tiles in ASEAN countries. Through the case study involving the CEO’s interview, accessing information in the company’s website and internal reports, the analysis tools to assess which country is the best potential country in ASEAN that the company should enter to expand its market and how to do market entry strategy and provide the recommendations and conclusions which are identified and discussed in more details. The study finds that the potential market will be helpful for the company to increase the opportunity to expand the international markets. According to the findings, the study comes up with recommendations and conclusions for Dynasty Ceramic to increase its sales in overseas countries in ASEAN markets.