| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 105 === The purpose of the study was to understand the hand-made drinks market situation in Vietnam. So that the existing operators can strengthen the key of its promotion, and improve consumer’s purchasing intention effectively. Meanwhile, it provides a reference basis for the new entrants. The study used PEST model for overall environmental assessment, and used five forces analysis model for the industry environmental assessment. Then questionnaire survey method was used to investigate the buying habits and buying preferences of Vietnamese people, in the study, 322 questionnaires were issued and valid 320 were returned in May and June, 2016.
The results of the study are:
(A) The overall environment in Vietnam is promising, but there are some problems, like strike, anti-Chinese, high rent and salaries, trademark protection and other issues.
(B) If hand-made drinks are divided into fruit drinks / smoothies, coffee and tea three categories, the opportunities for future development of tea is large.
(C) Make some recommendations on hand-made drinks, including cup size, price, cup material, decorating colors, flavors, and ingredients and so on.
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