A Case Study of Taipei Fubon Bank’s International Strategy in Vietnam

• Main Authors: Thi Phuong Nguyen, 阮氏芳
• Other Authors: Jon-Chi Shyu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/vf9a93

碩士 === 國立臺灣科技大學 === 企業管理系 === 104 === Vietnam and Taiwan are both members of WTO and APEC. Taiwan is the fifth FDI investor in Vietnam. All is to say that Vietnam and Taiwan economic relationship is developing well and in need of a stronger financial cooperation and service development. The purpose of this case study is to analyze potential market and suggestion to expansion activities of Taipei Fubon Bank in Vietnam. Thanks to increasing trade between Taiwan-Vietnam and rapid banking growth for this region, Taipei Fubon Bank’s customer who is Taiwanese organizations or individual is motive for them to set up three branches in Vietnam. However, Vietnam with a young population and ever expanding banking market hold more chance and potential for Taipei Fubon Bank to exploit. The source of information of this case study comes from interviewing the authorized persons in Taipei Fubon Bank (Ho Chi Minh branch). In the light of their insight data, Five-forces model and SWOT analysis are used to analyze the competiveness of banking industry in Vietnam and Taipei Fubon’s pros and cons enter in Vietnam. Taipei Fubon Bank faced some challenges due strict regulations of State Bank of Vietnam. The close connection of Capability and Customer is the main factor for Taipei Fubon Bank’s strategy to keep its milestone in providing excellent services and reducing risks. Finally, this thesis provides some suggestions to Taipei Fubon Bank in order to enlarge its customer base to Vietnamese customer. To be able to achieve that, suggestion related to cultural and innovative service are clearly stated. Also buying stake of a Vietnamese bank is suggested based on data analysis and assumption that other suggestions bear fruit in attracting a larger market share. However due to confidentiality reasons, Fubon Bank’s financial statements, some data and some specific figures could not be provided for further analysis.