Market Research Challenges and Marketing Decision Making

Market Research Challenges and Marketing Decision Making in Indochina

Indochina, referred to in the past as French Indochina, is a region of Southeast Asia made up of Vietnam, Laos and Cambodia. These countries provide big growth opportunities for international businesses. However, decision making in such markets is fraught with potential risk – much of this risk stems from poor quality information upon which decisions are made. Enhancing the quality of such market information is therefore of paramount importance to the marketing manager.

Conducting market research in emerging markets like Vietnam, Cambodia and Laos poses significant challenges for companies. This assignment requires you to select three of these generic market research challenges and discuss them in relation to Indochina. For each you must describe the challenge and consider the risk it poses to reliable market research and effective marketing decision making.

For this assignment you must focus specifically upon challenges for international marketing research and decision making, i.e., not general international marketing considerations. You may concentrate on one of these countries or treat them as one region.


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