Week 9–10: Strategy Snap Judgement

Week 7–8:
Strategy Snap Judgement – Yorkshire Tea in Vietnam

By Myria Kkali

Imagine you are the marketing strategist for Yorkshire Tea. The company is exploring entry into Vietnam, an emerging market with a growing middle class and a strong café culture.

Your task is to choose a market entry strategy and consider its consequences:

• How much control will you retain?

• What are the risks?

• How will it affect your 4Ps?

Read the options carefully, then select your preferred entry strategy.

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Yorkshire Tea Goes Global

✔️ Fast market access through local partner
❌ Risk of brand misrepresentation or intellectual property leakage
📝 Good for wide reach but may need brand adaptation

Licensing to a Vietnamese beverage company

✔️ Low risk and minimal investment required
❌ Limited control over how the brand is marketed and distributed
📝 You'll need strong promotion and packaging to maintain brand identity

Export via local distributor

Market Entry Strategies

✔️ Full control over operations and marketing
❌ High financial risk, requires deep market knowledge
📝 Best for long-term investment and consistent 4P execution

Wholly owned subsidiary

✔️ Combines local expertise with your product strength
❌ Takes longer to establish and may involve management conflicts
📝 Can support a more integrated marketing mix with shared responsibility

Joint venture with a local retail chain

Market Entry Strategies

Multiple Select

Q: What market entry strategy would you choose to launch Yorkshire Tea in Vietnam?

• A. Export via local distributor

• B. Licensing to a Vietnamese beverage company

• C. Joint venture with a local retail chain

• D. Wholly owned subsidiary

Open Ended

Based on the entry strategy you selected, how would you adjust your marketing mix (4Ps) to succeed in Vietnam?

Mention at least one change in product, price, place, or promotion.

Don’t forget!

This activity supports your assignment. Use your answer to help build your Market Entry + 4Ps section.