FINANCE DEPARTMENT UNIVERSITY OF FINANCE AND MARKETINGMARKETING DEPARTMENT --- ---GROUP ASSIGNMENT REPORT THURSDAY MORNING COURSE COURE CODE: 2511702073104 TOPIC DEVELOPING THE NEW ALK
NEW PRODUCT INTRODUCTION
Reason for Product Development
Drinking water is essential for overall health, making up 70% of the human body and crucial for functions like nutrient transport, temperature regulation, and skin hydration (Vinmec, 2024) To maximize the health benefits of water, Magienec Ion provides a convenient solution by offering alkaline ionized Magnesium water, ensuring easy access to high-quality hydration for enhanced wellness anytime, anywhere.
Many public spaces, including offices and schools, rely on RO filtration for their water supply, effectively removing harmful impurities but also eliminating essential minerals Although this purified water is safe, it lacks the beneficial minerals that promote hydration and well-being Magienec Ion offers an effective solution by transforming regular RO water into mineral-rich alkaline ionized Magnesium water, ensuring that users enjoy water that is both pure and health-optimized.
Product Form Selection
Daikiosan offers advanced water purifiers that utilize soluble magnesium electrode electrolysis technology, promoting better family health through effective home filtration solutions However, individuals who spend around 8 hours daily commuting or engaging in outdoor activities may find it difficult to maintain a consistent intake of alkaline water, leading to potential disruptions in their daily mineral intake and hydration levels.
Transporting 1-2 liters of water daily can be inconvenient, but most people already use a small water bottle or thermos for convenience The 500ml Magienec Ion alkaline magnesium water converter addresses this need perfectly, offering a compact and efficient solution that helps users achieve their daily hydration goals anytime and anywhere.
Reasons to Choose Magnesium
The current market features a variety of water filtration systems designed to enhance water quality by adding essential minerals such as calcium and potassium, which are crucial for health Many manufacturers employ post-filtration remineralization cartridges to effortlessly incorporate these beneficial minerals.
Magnesium (Mg) is an essential mineral that is often overlooked by medical communities, businesses, and consumers, despite its critical role in bodily functions This underappreciation persists even though excessive intake of magnesium poses no harm Research indicates that a deficiency in magnesium can lead to various health issues, including migraines, hypertension, and type 2 diabetes (Jones & Armstrong, 2023).
A clinical study by Dr Ho Truong Giang (MSc.) demonstrated that consistent intake of magnesium-enriched alkaline ionized water delivers measurable health improvements (Đại Việt, 2025), including:
Digestive relief: Reduces acid reflux, heartburn, indigestion, and epigastric pain. Cardiovascular support: Alleviates stress, anxiety, palpitations, and irregular heartbeat.
Musculoskeletal benefits: Minimizes muscle cramps, stiffness, numbness, and neck/shoulder pain.
Liver & metabolic health: Lowers liver enzyme levels, bilirubin, and improves blood lipid/glucose control.
Detoxification: Significantly reduces uric acid and urea concentrations in the blood.
By integrating magnesium electrolysis technology, Magienec Ion revives this neglected mineral, transforming everyday hydration into a powerful health-boosting ritual.
Soluble Magnesium Electrolysis Technology
Vietnamese engineers have developed a unique soluble magnesium electrolysis technology aimed at enhancing the health of the Vietnamese population Unlike traditional water treatment methods that utilize remineralization filters to simply add minerals to RO-filtered water, this innovative approach achieves true ionization through soluble electrode electrolysis, providing more effective mineralization for improved health benefits.
This innovative technology generates alkaline magnesium ion water, characterized by smaller water molecule clusters that enhance absorption and nutrient delivery to the body Additionally, it produces water with a deep negative ORP (Oxidation-Reduction Potential), which effectively reduces oxidation and neutralizes water acidity This process aids in preventing cellular oxidation, supporting youthful cells, promoting healthy skin, and minimizing signs of skin aging (Đại Việt, 2024).
SITUATION ANALYSIS
Category Analysis
By 2025, the home appliance industry in Vietnam is projected to reach a market size of approximately 12.5 to 13 billion USD, representing about 9% of total personal spending (Vietdata, 2024) This growth is aligned with the increasing consumer preference for health-beneficial home appliances (Anh Vũ, 2025) According to Statista (2025), the sector is expected to generate revenues of up to 9.15 billion USD, with a compound annual growth rate (CAGR) of 5.11% from 2025 to 2030, up from 8.28 billion USD in 2023 (PMAX).
2024) and the annual growth rate (CAGR) is expected to reach 5.15% from 2023 to
By 2028, the industry is expected to see profits soar to between 20% and 30%, with projections indicating a potential revenue of up to 2.3 billion USD in 2025, surpassing the 2.07 billion USD recorded in 2023 This growth is particularly driven by the rising popularity of smart home appliances, which are favored for their innovative features and advanced technology.
2025), this indicates that the market revenue is approaching its peak and is experiencing strong growth, despite the growth rate showing signs of slowing down.
The home appliance market in Vietnam is currently in the maturity stage, as indicated by key factors like revenue and the compound annual growth rate (CAGR) This maturation phase is expected to significantly influence businesses operating within the industry.
Figure 2.1 : Household Appliances Cycle life
Vietnam's GDP is projected to grow by 8% in 2025, reaching an economy size of 500 billion USD and elevating per capita GDP to 5,000 USD, a 300 USD increase from 2024 This rise in income among Vietnamese citizens is expected to boost demand for improved quality of life, thereby driving industrial growth as higher incomes shape the market with increased demand.
The rise of new technological trends, along with automation features, will increasingly become widespread in home appliances and dominate the central position.
Products featuring advanced technology offer superior functionality compared to those lacking such innovations, leading to increased consumer preference (Lê Tỉnh, 2024) This trend is expected to influence the development of new products in the next phase of the industry.
Trade competition is disrupting the trade balance and affecting the global supply chain (Chu Thanh Vân, 2025) The manufacturing of home appliances heavily depends on imported raw materials like plastic, iron, and steel, primarily from China (Duy Anh, 2024) As Vietnamese home appliance companies strengthen their partnerships with Chinese suppliers, rising taxes between the two nations are likely to pose challenges for Vietnam's home appliance industry in the future (Nhân).
Post-COVID-19, 60% of survey respondents prioritize health-oriented products that meet quality standards The evolving social landscape and urbanization have led families to increasingly emphasize health protection and care, driving the demand for health-conscious products.
Table 2.1 : All factors affecting on household appliances market
The home appliance industry in Vietnam is currently experiencing a maturity stage, characterized by a shrinking market size and a decline in new customer acquisitions This has intensified competition, particularly from affordable foreign brands, as the rise of foreign e-commerce platforms from countries like China, Thailand, Japan, and South Korea introduces lower-priced options that challenge local market competitiveness.
+ - substitution pressure as consumers can easily access and purchase products due to their widespread availability in the market (Thanh Hoa, 2024).
- + Currently, 80% of the market share belongs to domestic manufacturers However,
In the Vietnamese market, 80% of the share is dominated by companies like Sunhouse and Kangaroo that have partnered with foreign enterprises, highlighting the substantial resources domestic businesses require to compete effectively The intense competition from both local and international players creates significant barriers for new entrants seeking to establish themselves in the industry (Nhân, 2024).
The home appliance industry is experiencing significant growth, with Vietnamese households dedicating up to 25% of their total spending on goods and services to these products (Vietdata, 2024; GiaoNhan247).
In 2024, the home appliance market is characterized by a saturation of both domestic and foreign brands, which diminishes buyer power due to the abundance of substitute options This saturation also contributes to the market's unused capacity Additionally, the presence of numerous competitors affects supplier power, as suppliers have a wide range of alternatives, thereby influencing businesses within the industry (Thanh Hoa, 2024).
Despite facing challenges like substitute pressures, new entrant threats, capacity issues, and strong buyer and supplier power, the market demonstrates significant growth potential This is fueled by an expanding market size, economic and technological advancements, and a rising consumer trend towards health-beneficial home appliances Companies that aim to thrive must remain flexible and adaptable in this highly competitive landscape.
Company and Competitor analysis
DAIKIOSAN, a subsidiary of Dai Viet Group, has established a strong reputation over 20 years by prioritizing product quality, innovative technology, and outstanding customer service Their water purifiers are rigorously tested by the Ho Chi Minh City Institute of Public Health and meet essential Ministry of Health standards, specifically QCVN 01:2009/BYT.
The standards for drinking and domestic water are outlined in 109 criteria, while bottled and direct drinking water is governed by QCVN 6-1:2010/BYT, which includes 28 criteria Key components like RO membranes, filter cups, and pressure tanks are certified by reputable organizations such as NSF (USA) and SGS (Switzerland), ensuring their durability and safety (Tập đoàn Đại Việt, 2025).
DAIKIOSAN dominates the market with advanced filtration technologies customized for Vietnam’s complex water sources Beyond employing RO technology, the company has pioneered proprietary innovations to elevate water quality.
RO Technology utilizes 5 to 11 filtration stages to effectively remove 99.99% of bacteria, viruses, heavy metals, and impurities, providing you with pure water Additionally, integrated mineral-enriching cartridges enhance the water's quality, ensuring it is both clean and health-promoting.
Magnesium Ion Electrolytic Technology, recognized with Utility Solution Patent No 3387 by the Vietnam Intellectual Property Office, employs magnesium electrodes to electrolyze reverse osmosis (RO) water, generating fresh alkaline ionized water with exceptional qualities (Tập đoàn Đại Việt, 2025).
ORP (Oxidation-Reduction Potential): -300 to -780 mV
2.2.2.3 Distribution Network and After-Sales Service
DAIKIOSAN boasts a vast distribution network of nearly 10,000 sales points across the country, established through collaborations with top retailers such as FPTShop and Dien May Cho Lon The brand's exceptional after-sales service includes a warranty of up to 2 years and a comprehensive service center network covering all 63 provinces, alongside a dedicated customer support hotline at 1800 60 80 Additionally, promotional campaigns and 0% interest installment plans significantly enhance product accessibility, making it attractive to a wide range of consumers.
DAIKIOSAN has established itself as a reliable household brand in Vietnam, known for its exceptional product quality and commitment to community engagement As a member of Dai Viet Group, the company has gained recognition for its premium water purifiers and air coolers.
DAIKIOSAN has been recognized as one of the Top 500 Largest Private Enterprises in Vietnam (VNR500) and received the prestigious Top 50 ASEAN Brand Award in 2019 Its alkaline ionized water purifiers were voted the most preferred at the Tech Awards 2024 Committed to its "Brand for the Community" ethos, DAIKIOSAN actively engages in charitable initiatives, including donating water purifiers to schools in Quang Nam By the end of 2024, the company achieved a net revenue of VND 174.782 billion, underscoring its strong financial foundation and sustainable growth trajectory.
DAIKIOSAN features advanced production and logistics systems that ensure a strong supply chain, highlighted by the Hai Son factory in Long An, which is the largest water purifier manufacturing facility in Southeast Asia, covering 62,000 m² with nearly 100,000 m² of floor space Additionally, the Nam Thuan Industrial Park, also located in Long An, spans 83,000 m² and caters to production and warehousing requirements These high-tech facilities are designed to meet both domestic and international demands for premium-quality products.
The company dedicates substantial resources to research and development (R&D) to create solutions specifically designed for Vietnam's unique requirements Its patented magnesium ion electrolytic technology, which has undergone over 2,500 tests over a span of 8–10 years, has achieved recognition as a Vietnam Record DAIKIOSAN's team of experts, consisting of leading specialists in water, food, and healthcare, guarantees that all products adhere to the highest quality standards.
RO membranes and MOFs technology, its solutions effectively tackle specific pollutants like NH₃ and NH₄, addressing Vietnam’s challenging water conditions (Tập đoàn Đại Việt, 2025).
DAIKIOSAN provides a diverse range of health and household products, including water purifiers, air coolers, massage chairs, small massage devices, treadmills, and kitchen appliances Aiming at the mid-to-high-end market, their water purifiers are priced between VND 4 million and over VND 20 million, while air coolers range from VND 4 million to over VND 9 million With a competitive pricing strategy and 0% interest installment options, DAIKIOSAN appeals to a wide customer base, including both households and businesses.
The portable alkaline water filter market in Vietnam is witnessing growing demand driven by health and wellness trends, despite being less developed than traditional household appliances This market is characterized by competition among both domestic and international brands, primarily in the mid-to-high-end segments Leading global brands such as Alkaliser and Aquamine, along with local competitor NatiLife, provide portable alkaline water filters that deliver ionized water and mineral enrichment with user-friendly designs Aquamine stands out for its excellent after-sales service and product quality, while NatiLife captures market share through competitive pricing and strategic partnerships with e-commerce platforms like Tiki and Shopee, appealing to health-conscious urban consumers.
Table 2.2 : The CPM matrix of competing businesses in the household appliance industry (alkaline water ionizers).
The CPM matrix indicates that Daikiosan leads the market with a score of 3.65, significantly ahead of Aquamine at 2.8, while Dodream and NatiLife follow with scores of 2.6 and 2.5, respectively This data underscores Daikiosan's strong competitive advantage over its competitors.
Daikiosan excels in product quality, technology, distribution channels, brand reputation, infrastructure, and financial strength, outperforming competitors in these key areas However, it faces challenges in price competitiveness, trailing behind NatiLife, which highlights a vulnerability in its pricing strategy Furthermore, its scores in after-sales service, R&D, and product portfolio are either lower or on par with competitors, suggesting significant opportunities for improvement To strengthen its market leadership, Daikiosan must focus on enhancing price competitiveness, improving after-sales service, boosting R&D initiatives, and expanding its product portfolio.
Customer Analysis
2.3.1 Who buys and used the product
Buyers of quality water solutions typically include health-conscious individuals, parents focused on family wellness, and busy professionals seeking convenient hydration options Many are also environmentally aware, opting for sustainable, durable products over single-use plastics Particularly, this group often comprises those who have previously used alkaline ion or mineral products and are now looking for a more compact and convenient alternative to enhance their experience.
This product is designed to benefit not just the buyer but also family members, particularly children, making it an excellent gift choice Its remarkable features and compact design cater to the health and convenience needs of everyone in today's fast-paced lifestyle.
2.3.2 The purchasing behavior of the target customer group
Table 2.3 : Detail of positioning of new product
Demographics Geography Urban areas, large cities, where 38.2% of the national population resides (Tổng Cục Thống Kê, 2025)
Income from 15-20 million or more (Cimigo, 2024).
Career Including 4 groups of middle -class occupations: State management, private company management, household business owners, expertise including: technical, professional, services, trade (Bùi Thế Cường, 2018)
Job Position Experts, university lecturers, doctors, senior experts, professors (Bùi Thế Cường, 2018).
Customers are seeking a portable product that transforms regular drinking water into mineral-rich water, promoting health and offering numerous benefits to the body They prioritize convenience and prefer a compact design that fits easily in a handbag, making it ideal for their busy workdays.
Water filtration systems must not only meet basic requirements but also incorporate versatile functionalities and smart features, all while showcasing an elegant and high-end design.
Interest According (Thanh Tuyền, 2025) and (Ka Lang, 2025), the criteria for customers to choose to buy an alkaline water bottle include the material of the bottle, mineral content, and convenience.
Search for product information on e -commerce platforms Shopee, Lazada, Tiki and Product Website, Self -screening of products and priority products can be accessed by offline via stores (Sharma,
Psychology Preference Priority is given to quality and safe products The trend of choosing reputable brands in the market
(Sharma, 2024) There is a priority for foreign brands or domestic brands Like simple, versatile, easy -to -use designs.
Lifestyle Having a modern lifestyle, smart consumption, and a preference for convenience With a focus on improving quality of life, considering investment in oneself as essential (Thế Định, 2024).
Value Those who seek the freedom of the mind are proud They seek products that demonstrate they are knowledgeable, well-versed, and sophisticated (Thế Định, 2024)
Consumers are increasingly sophisticated and discerning in their purchasing habits, often valuing quality and service experience They tend to compare options and carefully evaluate their choices before making decisions, highlighting their awareness of value in the marketplace (Sharma, 2024; Clever Group).
Consumers make rational product choices that align with their personal needs, viewing their spending as an investment in the future They are drawn to advertisements that highlight benefits and functionality rather than those that prioritize aesthetics (Thanh Ngân, 2018).
Especially for products related to daily drinking water, they prioritize choosing products with smart
Drinking clean, mineral-rich water offers numerous health benefits essential for a healthy and sustainable lifestyle However, many individuals are concerned about the costs, time, and inconvenience associated with maintaining access to high-quality water Furthermore, ensuring a steady supply of good water throughout the day can be challenging, particularly for those with busy lifestyles.
Consumers seek a convenient and user-friendly solution that consistently delivers clean, mineral-rich water, viewing it as essential for their health and a wise long-term investment to support their physical well-being and daily balance.
From the analysis of the Competitive Profile Matrix (CPM), we can see that
Daikiosan holds a competitive edge in the alkaline water dispenser market due to its advanced alkaline technology, robust distribution network, strong brand reputation, solid infrastructure, financial stability, and strategic pricing The authors' team will strategically position the new product by highlighting its unique features that capitalize on these strengths.
- The superior Magnesium Electrolysis technology, Daikiosan possesses outstanding strengths that are considered a solid competitive advantage of the brand.
- The brand's reputation is assured, making it easy for customers to recognize and creating an advantage over competitors.
- Strong infrastructure and R&D support product development and optimize production, resulting in more competitive prices.
- Prices are lower than those of competitors in the market, creating a competitive advantage for the business.
Figure 2.2 : CPM Matrix of Daikiosan - Đại Việt Group
The authors propose a positioning strategy for Daikiosan's new product that emphasizes its advanced filtration technology and esteemed brand reputation, aiming to deliver a premium clean water solution to address the rising daily drinking water demands These competitive advantages serve as a crucial foundation for the brand's growth By fully capitalizing on its existing strengths, Daikiosan can effectively launch a new product line that aligns with its technological capabilities and brand value, thereby better satisfying the escalating market needs.
Introducing the innovative fresh alkaline ion water converter, a groundbreaking technology developed by Vietnamese experts to boost your daily health Utilizing the Magie Ion electrolysis process, pure RO water is converted into alkaline mineral-rich water that enhances absorption, minimizes cellular oxidation, and neutralizes acidity, promoting youthful skin and overall well-being This comprehensive solution caters to modern lifestyles focused on health, enabling sustainable wellness at an affordable price.
The Magnesium alkaline ion water converter features a unique proprietary technology for magnesium dissolution electrolysis, developed by Vietnamese innovators Unlike traditional mineral-replenishing methods, this technology transforms pure RO water into magnesium-rich alkaline ionized water, resulting in fresh and health-enhancing hydration.
● Neutralize excess acid in the body, support the improvement of stomach and digestive diseases.
● Eliminate disease-causing free radicals thanks to its extremely strong antioxidant index.
● Supplement minerals for the body.
● Super small water molecules help alkaline ionized water easily permeate into every cell of the body.
The authors used a Radar matrix consisting of 6 factors to position Daikiosan's product in the alkaline water dispenser market within the household goods sector in Vietnam, including:
Price: Prices are affordable, prices match the quality, and the product is competitively priced.
Mineral content: The amount of minerals dissolved in the water is appropriate for the body's mineral needs.
Convenient: The convenience allows it to be carried with you throughout a long workday, making it easy to use.
Health benefits: The product offers many health benefits.
Brand: Famous brand, widely trusted brand, long-established brand, reputable brand (Văn Quang & Trí Cường, 2018).
Product durability: Product lifespan, product battery.
Figure 2.3 : Radar matrix between DAIKIOSAN brand and its competitors
Table 2.4 Description of the Radar Matrix
New product DAIKIOSAN Alkaliser AquaMine NatiLife
1 DAIKIOSAN's new product has superior strengths compared to competitors in terms of mineral content, convenience, health benefits, brand reputation, and product durability.
2 However, the price factor will be at an average level, still considered competitive but not the lowest.
However, the price factor will be at an average level, still considered competitive but not the lowest.
1 This is considered the strongest competitor of DAIKIOSAN with quite similar product quality scores.
2 However, Alkaliser positions itself with a higher price, which will be a limitation for Alkaliser as it offers the same quality as DAIKIOSAN but at a higher price.
1 AquaMine strikes a good balance between factors: price, convenience, and brand This competitor will directly compete with Daikiosan in the mass market segment.
2 However, Aquamine is quite weak in terms of durability and mineral content compared to its competitors.
1 NatiLife does not have any significant weaknesses in the Radar matrix Factors such as price, mineral content, durability, brand, convenience, and health benefits all achieve stable levels (7-8 points).
2 But it does not stand out in any factor, which makes it difficult for NatiLife to compete with its rivals.
The DAIKIOSAN product will be positioned as a premium water filter that combines competitive pricing with superior mineral content, delivering numerous health benefits Its modern design enhances durability, allowing consumers to enjoy long-lasting use with confidence.
OBJECTIVE
Company Vision and Mission
Leading the market in product quality and service, while contributing to the creation of many healthy families, filial children, and a happy society (Tập đoàn Đại
We are committed to enhancing the health of the Vietnamese population by providing high-quality products and professional services Our offerings not only deliver functional benefits but also foster stronger family connections, contributing to a happier society and promoting mutual development within the community, all while upholding our responsibility to society.
We are recognized as a leading manufacturer in Southeast Asia with a global brand orientation (Tập đoàn Đại Việt, 2025).
Dai Viet Group is dedicated to delivering health solutions that prioritize safety for the Vietnamese population, meeting the increasing health demands and promoting sustainable societal development.
Developing a new product line for the Vietnamese people to ensure health and safety, while helping shape society's perspective on health.
Alternative Strategies
With an estimated annual growth rate (CAGR) of 5.11% from 2025 to 2030, according to a report by (Statista, 2025) Based on the growth rate mentioned above, Dai
Viet Group aims to boost its market share by implementing a market penetration strategy that enhances the usage rate among current customers This strategy focuses on increasing product sales from July 2025 to June 2026, specifically targeting the existing customer base to drive growth.
Dai Viet Group, include developing a new line of household products focused on health for the Vietnamese people.
The industry is expected to achieve a growth rate
(CAGR) of 5.11%, along with a profit margin of 20-
Based on over 400,000 products sold by Dai Viet
Implementing activities to increase market share in the household appliance sector in line with the annual growth of the market, with
Focusing on developing a new product line specialized in health-oriented home appliances The company sets the goal that the new product from Đại Việt
(TopCV, 2025) and an average product price of
10,312,000 VND VND (Tập đoàn Đại Việt, 2025), it can be calculated that Dai Viet's market share in the household appliance sector is 2% in 2024.
The company is recognized for its health-enhancing household products and stands out as a leader in the industry Its primary goal is to sustain its current market share while effectively retaining its middle-class customer base.
Group will help increase market share by 0.05% from July to December 2025, and further increase by 0.0522% during the period from January 2026 to June 2026, in line with the annual market growth.
Currently, Daikiosan only offers specialized ion alkaline water containers and does not have any alkaline water products
Health-oriented products are increasingly popular among consumers, demonstrating a strong market preference Despite significant competition, these products benefit from technological advancements, economic advantages, and robust revenue growth, contributing to their high profitability.
Developing a new home appliance product that meets the health care needs of Vietnamese families.
Developing a new line of water bottles focused on providing essential nutrients to support the health of Vietnamese customers
Currently, the life cycle of the home appliance industry is at the maturity stage.
Introducing Daikiosan's new water bottle product into the market.
The goal for Daikiosan's alkaline water bottle product is to increase its market share by 0.01% in the Vietnamese home appliance market from July to December
2025, and by 0.02% from January to June
The revenue goal is set at 12 billion VND for the period of July to December 2025, with an increase to 30 billion VND from January to June 2026 Additionally, the profit target aims for 3 billion VND from July to December 2025, escalating to 7.5 billion VND in the following six months.
Currently, in the home appliance market, there are competitors offering products with similar features to alkaline water bottles, such as those from
To enhance brand recognition and boost market share for Daikiosan's new alkaline water bottle, it is essential to implement effective marketing strategies These strategies will not only raise awareness of the product but also help achieve the established sales and profit targets.
Launch Daikiosan's new alkaline water bottle product from July 2025 and maintain sales from July 2025 to June
2026 Additionally, implement a new pricing strategy for the product and distribute it to six major cities as well as various towns and districts across Vietnam during the period from July
Increase brand recognition to the level of Brand Association by boosting recognition by 10% from July 2025 to December 2025 and an additional 20% from January 2026 to June 2026.
NEW PRODUCT STRATEGY - MAGIENEC ION
Product Strategy According to the Product Life Cycle
Magienec Ion is a newly launched brand currently in the market introduction stage of its product life cycle, where it emphasizes a fundamental product strategy Anticipating growth, the brand is expected to transition into the growth stage within the next year, driven by several key factors.
The Vietnamese household appliance market is projected to reach a scale of 12.5-
The market is projected to reach 13 billion USD by 2025, experiencing a compound annual growth rate (CAGR) of around 5.11% Despite signs of maturing and slowing growth, substantial potential persists, driven by rising per capita income and an increasing demand for enhanced quality of life.
In Vietnam, market saturation and a wide range of domestic and international brands limit buyer power and increase the availability of substitutes Nevertheless, post-COVID-19, 60% of consumers are now prioritizing health and quality of life, leading to a growing demand for smart and healthy household products With household consumption representing 25% of total expenditure, there is substantial potential for growth in this sector.
Regarding competitors and entry barriers, 80% of the market share belongs to domestic companies, mainly those with foreign affiliations such as Sunhouse and
Kangaroo Entry barriers are high, requiring substantial financial and technological capabilities However, opportunities remain open for innovative businesses using advanced, differentiated technologies to compete and grow.
DAIKIOSAN is a well-established brand in Vietnam, recognized for its strong financial capabilities and extensive infrastructure The company holds an exclusive patent for innovative electrolytic devices that utilize magnesium electrodes Its Magienec Ion product is set to introduce a groundbreaking solution to the Vietnamese consumer market.
After one year, the authors anticipate that the product will enter the growth stage, emphasizing a marketing strategy centered on product expansion This includes introducing new sizes of 700ml and 1L, alongside enhancing customer services through the development of an AI-integrated health tracking app and a loyalty program The loyalty program will feature a points system for each purchase, allowing customers to redeem accumulated points for discounts on future purchases or rewards like bottle bags.
Figure 4.7 : The Product Life Cycle of 'Magienec Ion' in the Next Phase
SUPPORTING MARKETING PROGRAMS
Price Strategy
5.1.1.1 Measuring Perceived value and price:
The alkaline water bottles have received widespread acclaim for their convenience and ability to produce alkaline water, offering a practical alternative to cumbersome water purifiers Despite being priced higher and having less stable alkalinity than larger models, their portable design enables users to enjoy alkaline water anytime and anywhere, resulting in favorable reviews Additionally, the increasing societal preference for convenience has further enhanced the product's positive reception (Lang, 2025).
Perceived Value > Price > Variable Cost
The household appliance sector is currently in the maturity stage, while a new product is scheduled for launch in early July 2025, placing it in the introduction stage.
The launch of the Daikiosan Magienec Ion product is benefiting from favorable technological advancements, economic trends, and an increasing consumer demand for health-oriented products However, the intense competition in the household appliance market, especially among health-related items, presents a significant challenge for the successful market entry of the Magienec Ion.
Based on the above factors, product uses the following pricing strategies:
5.1.2.1 Product pricing strategy: value-based pricing
The Magienec Ion alkaline water converter bottle utilizes advanced Magnesium Electrode Electrolysis technology to produce magnesium- and hydrogen-rich alkaline water, promoting health benefits It features a proton exchange membrane (PEM) for efficient hydrogen production and includes a 1000mAh battery for user convenience Daikiosan employs value-based pricing to highlight the innovative technology and portability of the product, enabling customers to access health-enhancing alkaline water anytime, anywhere.
5.1.2.2 Pricing strategy for the new product: Market penetration pricing
To enhance its market share by 0.02% and Dai Viet Group's by 0.1%, Daikiosan plans to implement a market penetration pricing strategy aimed at boosting product sales This initiative will leverage the extensive production capacity of Southeast Asia's largest manufacturing plant and the financial strength of Dai Viet Group In the competitive household appliance sector, this pricing approach will set Daikiosan's alkaline water bottles apart from rivals like Alkaliser, Aquamine, and NatiLife, whose average price is 1,402,500 VND By adopting this strategy, Daikiosan is well-positioned to meet its market share objectives.
Table 5.1 : The price of the new product Daikiosan Magienec Iot.
Product Pre-entry price Entry price
Daikiosan Magienec Iot 1.200.000 VND/bottle 930.000 VND/bottle
Following the initial penetration phase aimed at capturing market share, the product will transition to the pre-entry pricing phase to secure long-term profitability goals.
The Magienec Iot Magnesium Water Bottle has a high demand for replacement magnesium cores, which are recommended to be replaced every six months To capitalize on this, Daikiosan can adopt a complementary pricing strategy, setting the price of each core at 120,000 VND Since these unique magnesium cores are specifically designed for Daikiosan's water bottle, this pricing approach ensures that customers perceive the replacement costs as reasonable, encouraging future purchases.
Distribution Strategy
The Daikiosan Magienec IoT product will be distributed using a Multi-Channel approach, ensuring it reaches a wide range of customers through both direct and indirect channels This strategy guarantees accessibility and convenience for consumers by utilizing various distribution methods.
The Daivietgo software system empowers channel members by enabling distributors to efficiently manage inventory, connect with shipping units, and reach over 10 million customers, among other essential features (Tập đoàn Đại Việt, 2024).
Dai Viet Group views distributors as essential partners in delivering products directly to consumers Rather than prioritizing the quantity of retail outlets, the group emphasizes a rigorous selection process for retail points and agents, underscoring the importance of distributors in representing the product and brand image All chosen distributors are required to sign a commitment to meet the group's established criteria, ensuring high business standards and fostering a positive consumer perception.
Figure 5.1 : Distribution Channel Structure Diagram
The Daikiosan Magienec IoT will be available for purchase on major e-commerce platforms like Tiktok and Shopee, managed by Dai Viet Group It will also be featured in the group's store networks and sold directly through their official website Additionally, the product will be distributed to businesses for use as gifts during special occasions or as promotional items for customer purchases.
The product will be selectively distributed to major retailers in Vietnam, including Điện Máy Xanh, Nguyễn Kim, VNPT, and FPT Shop, along with prominent supermarket chains such as Mega Market and Go.
Table 5.2 : Detail of Magienec Iot distribution channels
Direct sales through e-commerce platforms such as
In addition, products are distributed to over
3,000 out of more than 7,500 branches
Strengthen distribution to over 8 major companies in sectors such as insurance (Manulife, AIA), banking and finance
(Vietcombank, ACB), real estate (Vingroup, Novaland), and tourism
Distributed to retail systems and supermarkets in 6 major cities and 50 towns in Vietnam.
Distribute to specialty retail stores of home electronics with the following quantities:
● 100 VNPT stores and stores of Đại Việt in major cities, towns, and districts (Tập đoàn Đại Việt, 2025). and travel (Saigontourist, Vietravel).
In addition, expand distribution to major supermarkets with the following quantities:
Integrated Marketing communications plan
During the market introduction phase of the new Magienec Ion milk product, the primary communication goal is to enhance brand and product awareness Implementing effective strategies and communication campaigns will be essential to boost brand recognition The objective is to achieve significant brand association levels from July 2025 to the end of June 2026.
Table 5.3 : Detail of IMC Daikiosan Magienec Iot
Decode the Dilemma (Trigger) Nurture the Trust (Engage) Empower the Choice (Amplify)
Frame July 2025 - November 2025 December 2025 - March 2026 April 2026 - June 2026
Office workers, students, and university students.
People interested in environmental protection and high-tech products.
Distributors: Retail agents, supermarkets, online stores.
Strategic partners: KOLs, health experts, environmental non-profit organizations.
The goal is to raise awareness and educate customers The goal is to build customer trust.
The goal is to increase the actual behavior conversion rate.
Increase website traffic by 30% compared to the previous quarter.
Achieve 30% of target customers aware of the product
Achieve 70% of the 30% of customers who are aware of the product discussing it on forums.
The customer trust rate in the product reached 25% through customer surveys after testing.
Organize at least 10 direct or online workshops with the participation of nutrition experts.
In 25% of trusting customers, achieve 50% who actually change their behavior (make a trial purchase).
Customer return purchase rate: Achieved 20% during this period
Add 5-10 sales points nationwide (prioritizing major urban areas and online stores, where target customers are concentrated).
4 Big Idea Nước “Chất” mọi lúc, sức khoẻ mọi nơi
5 Key message Khám phá nước ‘Chất’
Sạch từ giọt, giàu từ khoáng Mang nước ‘Chất,’ gửi trọn niềm tin sức khỏe Nước “Chất” mọi lúc, sức khoẻ mọi nơi
6 Key hook Advertisement: Create a 10-second TVC emphasizing the product's features and technology, providing complete information about the use of proprietary technology, the core structure that creates fresh alkaline water, and finally the refreshment and health benefits when consumed At the end of the
TVC, the message appears: “Khám phá
PR tool: Sponsoring the program "Team 1 No.
The program's filming activities are held in diverse locations, where members utilize a Magienec Ion alkaline water generator, ensuring they always have access to high-quality water that supports their health and well-being.
Hashtag: #Magienec Ion #Todoi1khong2,
1 Run a "Buy 1 Get 1 Free" promotion with an additional product from the business, or a discount of up to 30% The vouchers will be replaced next time.
2 Promotions through online sales platforms (website, Shopee, Lazada, Tiki).
3 Run the "Share to Receive Benefits" nước ‘Chất’, Sạch từ giọt, giàu từ khoáng”
Hashtag: #Máy tạo nước kiềm tươi,
#Magienec Ion, #Sạch từ giọt, #giàu từ khoáng campaign on social media.
1 Promote articles about the current water situation, targeting consumers' health concerns.
2 Deploy articles about magnesium electrolysis technology for the brand to tap into consumer curiosity and necessity.
3 Promote SEO articles about clean water, mineral-rich water, and fresh alkaline water on the website.
1 Launch first-time purchase promotions and launch events from December 2025 to January 2026.
1 Publish PR articles regularly each week, sharing stories about the members of the "Team
1 No 2" program when using the product.
2 Health and lifestyle bloggers will also be invited to participate in the articles and product reviews, contributing to the message about the benefits of fresh alkaline water.
PR Videos and Video Content Marketing:
1 Filming activities when members use the product during the program recording.Ensure clear integration of health messages.
1 Implement OOH advertising on major roads in large cities.
2 Advertising on LED screens in the elevators of apartment buildings Direct Marketing: Customer care support
Support hotline Support through social media channels: Create customer support groups on social media platforms (Facebook, Zalo, Instagram) so that customers can easily connect and get their questions answered.
Strengthen Content Marketing (Video, Infographic, Blog) Collaborate with Influencers and KOLs
Ads, Google Display Network, YouTube
3 PR & Media Relations (Press, podcast,
1 Use interactive product videos with the members of "Team 1 No 2" on platforms like Facebook, YouTube, and Instagram.
1 Social media (Facebook, Instagram, Zalo, TikTok)
4 Offline (Directly) at the product display sales location
Seguidores, Tỷ lệ nhấp chuột
Number of views for the PR post.
The number of customers participating in the promotion and trying the product.
Open Rate Click-Through Rate - CTR The number of customers who return after receiving email marketing.
The number of products sold during the promotional period.
The rate of customers participating in promotional programs.
The conversion rate from online ads and promotions.
The number of new customers and returning customers purchasing products.
Figure 5.2 : The poster images of the new product
MONITORING AND CONTROL
Timeline and Budget
Figure 6.1 : One-Year Plan for the Magienec IOT Product
Monitoring and Control
Table 6.1 : Detail of risk management plan
Main program name Potential risks Solutions Team in charge
Launching a New Product Magnesium electrolysis is a new concept for customers, so they might not accept the new product.
Conduct A/B testing before production (to see which version customers prefer before mass production).
Communicate to Customers The marketing campaign might not be effective It might not achieve the expected results.
Measure the campaign's effectiveness through KPIs (participation rate, conversion rate), so that improvements can be made at each stage.
Channel members might not accept the product because the new product is high-risk.
Negotiate early, offer exclusive incentives Sales team
Distribute Promotional Samples at Distribution Channels
The event might not attract enough participants, leading to excess samples.
Prepare alternative channels, enhance event promotion Sales team
Product Performance The product might not perform as expected in real conditions, disappointing customers and affecting the brand's reputation.
Conduct thorough user and performance testing to identify and eliminate any flaws or errors the new product might have.
Penetration Pricing Strategy Customers might be concerned about the product's quality due to its low price.
Actively communicate strongly to affirm the product's value and quality as expected.
Competitors might copy the product's features to attract consumers.
To protect against competitor imitation, it is essential for the company to register its intellectual property promptly Furthermore, to stay competitive in the market, continuous improvement and innovation of the product are necessary to align with evolving market demands and trends.
Table 6.2 : Detail of Monitoring and Controls
Main program name Specific work to be performed
Monitoring Controls Specific measurement scale
Launch the new product Magienec Ion through direct and online channels
Collect and analyze opinions, reviews, and feedback from customers to assess satisfaction levels and identify potential issues.
Continuously adjust potential issues of the product.
Monitor the use of CSAT (≥ 4), NPS (≥ 30), and customer feedback (≥ 20%) Control with issue resolution time (≤ 48 hours), product adjustments each quarter, and customer return rate (≥ 60%).
Enhance communication activities for the product to increase the recognition of
Magienec Ion in customers' minds.
Implement communication campaigns to promote the product on social media, television, and other forms such as PR, promotions, etc.
Number of PR article views.
Number of customers participating in promotions and trying the product.
Email open rate (Open Rate).
Number of customers returning after receiving marketing emails.
Number of products sold during the promotional period.
Rate of customers participating in promotional programs.
Conversion rate from online advertising and promotions.
Number of new customers and returning customers buying the
Based on the monitoring results, adjust the message and communication channels to optimize the effectiveness of reaching and interacting with customers.
Control the maintenance of consistent product messaging in all communication campaigns to reinforce brand recognition in customers' minds.
2,000,000 reach Increase website traffic by 30% compared to the previous quarter.
30% of target customers are aware of the product.
70% of the 30% of customers who are aware of the product participate in discussions about it on forums.
The percentage of customers who trust the product reached 25% through post-trial surveys.
Organize at least 10 direct or online workshops with the participation of nutrition experts.
Among the 25% of trusting customers, achieve a 65% behavior conversion (trial purchase).
Customer repeat purchase rate:Achieve 20% product during this period
Add 5-10 sales points nationwide, prioritizing major urban areas and online stores.
Distribute the Product to Distribution Channel
Establish relationships with distribution channel members, organize training and product introduction, allocate promotional programs, and monitor distribution at points of sale to ensure the product reaches customers on time.
Monitor the quantity of products distributed and the inventory status at points of sale.
Collect feedback from agents and stores about market demand and product effectiveness.
Track sales revenue from distribution points to ensure the set revenue targets are met.
If some distribution channels are not effective, adjust the strategy or change the members in the channel.
Check and adjust promotional programs at distribution channels to ensure maximum participation and effectiveness.
Check and maintain relationships with suppliers to ensure there are no disruptions in the supply chain and product distribution.
Distribute to 500+ Dai Viet stores and agents.
Expand to an additional 1,000 Dai Viet stores and agents.
Distribute to 100+ Dien May Xanh stores, 50 FPT stores, 20 VNPT stores, and 2 Nguyen Kim stores.
Expand to 3 Go supermarkets and 1 Mega Market supermarket.
Further expand to 150 additional Dien May Xanh stores, 70 FPT stores, 30 VNPT stores,
3 Nguyen Kim stores, 5 Go supermarkets, and 2 Mega Market supermarkets.
Expand to businesses in insurance, tourism, finance-banking, and real estate sectors.
Increase revenue with a penetration pricing strategy.
Launch the product at a price lower than the market, then gradually adjust the price according to the plan.
Monitor customer and competitor acceptance of low prices, review sales levels and customer feedback to evaluate the effectiveness of the penetration pricing strategy.
Measure the revenue from the product during the low-price phase and determine the profit margin to ensure that the strategy remains sustainable.
Based on monitoring results, adjust product prices according to the predetermined schedule, gradually increasing from a low price over different stages (price increases after a specified period).
Control the impact level of each price adjustment on revenue and customer satisfaction Control the impact level of each price adjustment on revenue and
The Đại Việt Group aims to enhance its product market share by 2% and increase its presence in the home appliance sector by 0.1% between July 2025 and June 2026.
Assessing the impact of low pricing on market share and product popularity is crucial for customer satisfaction A significant price increase can adversely affect sales, indicating that the pricing strategy may require reevaluation to maintain competitiveness and consumer interest.
Tổng Cục Thống Kê đã công bố thông cáo báo chí vào ngày 6 tháng 1 năm 2025 về kết quả điều tra dân số và nhà ở giữa kỳ năm 2024 Thông tin này được lấy từ Cục Thống kê và có thể được truy cập tại trang web chính thức Kết quả điều tra này cung cấp cái nhìn sâu sắc về tình hình dân số và điều kiện nhà ở trong giai đoạn hiện tại.
Tầng lớp kinh tế Việt Nam đang thay đổi mạnh mẽ, với sự gia tăng của tầng lớp trung lưu nhờ vào quá trình đô thị hóa và tỷ lệ sinh giảm Đến năm 2024, có 15,8 triệu hộ gia đình có thu nhập trên 15 triệu đồng mỗi tháng, chiếm 56% tổng số hộ gia đình, tương đương 56,2 triệu người Sự sung túc gia tăng rõ rệt từ năm 2017 đến 2022, với số lượng triệu phú và hộ gia đình có thu nhập cao tăng lên Việc phân loại tầng lớp kinh tế giúp các nhóm nghiên cứu thị trường hiểu rõ hành vi và nhu cầu của người tiêu dùng, từ đó phát triển chiến lược tiếp thị hiệu quả hơn.
Vinmec (2024) Nước phân bố trong cơ thể như thế nào? Đã truy lục April 26, 2025, từ
Vinmec: https://www.vinmec.com/vie/bai-viet/nuoc-phan-bo-trong-co-nhu-nao- vi
Jones, J., & Armstrong, M (2023) Magnesium Overdose: What's the Likelihood? Đã truy lục April 26, 2025, từ Healthline: https://www.healthline.com/health/food- nutrition/magnesium-overdose-whats-the-likelihood
Vietdata (2024, March 28) Ngành hàng đồ gia dụng tại Việt Nam: Xu hướng và Triển vọng Đã truy lục April 26, 2025, từ Vietdata: https://www.vietdata.vn/vi/post/ng
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Nước ion kiềm tươi magie đã được chứng minh là hiệu quả trong việc hỗ trợ sức khỏe người dùng với một số bệnh lý, bao gồm giảm nguy cơ mắc bệnh gout, suy thận, tiểu đường, mỡ máu và cholesterol Nghiên cứu đầu tiên tại Việt Nam cho thấy nước ion kiềm tươi magie cải thiện các chỉ số sinh hóa quan trọng, giúp tăng cường chức năng gan và kiểm soát đường huyết Công nghệ điện phân ion kiềm magie đã giúp lọc sạch nguồn nước, mang lại lợi ích sức khỏe cho cộng đồng và được khuyến khích sử dụng tại nhiều quốc gia phát triển.
Thị trường đồ gia dụng chăm sóc sức khỏe đang phát triển mạnh mẽ, với nhiều sản phẩm mới ra mắt nhằm nâng cao chất lượng cuộc sống Công nghệ điện phân cực tan magiê được xem là một giải pháp hiệu quả để cải thiện chất lượng nước ion kiềm, đáp ứng nhu cầu ngày càng cao của người tiêu dùng Những sản phẩm này không chỉ giúp bảo vệ sức khỏe mà còn mang lại sự tiện lợi cho gia đình.
Statista (2025, 01 17) Household Appliances - Vietnam Được truy lục từ Statista: https://www.statista.com/outlook/cmo/household-appliances/vietnam
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PMAX (2024, 03 25) Những Thách Thức Ngành Gia Dụng 2024 Được truy lục từ
PMAX: https://pmax.com.vn/nhung-thach-thuc-nganh-gia-dung-2024/
Tiến Thịnh (2023, June 7) Những điều cần biết khi mua máy lọc nước Được truy lục từ
Dân Trí: https://dantri.com.vn/doi-song/nhung-dieu-can-biet-khi-mua-may-loc- nuoc-20230606192310966.htm
Vũ Xiêm (2025, 03 13) Top 3 ngành hàng nên đầu tư kinh doanh ngay trong 2025. Được truy lục từ giakecatech: https://giakecatech.com/top-3-nganh-hang-nen- dau-tu-kinh-doanh-trong-2025/
Đầu tiên, chất liệu bình phải an toàn và bền bỉ, giúp giữ nguyên chất lượng nước.** **Thứ hai, thiết kế của bình cần thuận tiện cho việc sử dụng hàng ngày và dễ dàng vệ sinh.** **Cuối cùng, khả năng giữ nhiệt của bình cũng đóng vai trò quan trọng trong việc bảo quản nước ion kiềm.** **Việc chú ý đến những tiêu chí này sẽ giúp người tiêu dùng tận dụng tối đa lợi ích sức khỏe từ nước ion kiềm.
Tăng trưởng GDP đạt 8% vào năm 2025 sẽ là nền tảng vững chắc để Việt Nam phát triển mạnh mẽ trong các năm tiếp theo Sự tăng trưởng này không chỉ tạo ra cơ hội kinh tế mà còn thúc đẩy các lĩnh vực khác, góp phần vào sự bứt phá của đất nước.
Phương Dung (2025, January 6) GDP năm 2024 tăng 7,09% - Báo VnExpress Kinh doanh Đã truy lục April 26, 2025, từ VnExpress: https://vnexpress.net/gdp-nam-
Ka Lang (2025) Có nên mua bình nước tạo kiềm cho gia đình? Được truy lục từ Thế
Giới Điện Giải: https://thegioidiengiai.com/tin-tuc/co-nen-mua-binh-tao-nuoc- kiem-cho-gia-dinh
Năm 2025, quy mô kinh tế Việt Nam dự kiến sẽ vượt 500 tỷ USD, đánh dấu một bước tiến quan trọng trong sự phát triển kinh tế của quốc gia Đây là một dấu hiệu tích cực cho thấy sự phục hồi và tăng trưởng mạnh mẽ sau những thách thức trong thời gian qua Chính phủ và các doanh nghiệp đang nỗ lực tối đa để đạt được mục tiêu này, đồng thời cải thiện môi trường đầu tư và thúc đẩy xuất khẩu.
Sharma, A (2024, July 5) Vietnam's Middle Class: Size, Consumer Trends, & Business
Opportunities Đã truy lục April 26, 2025, từ Vietnam Briefing: https://www.vietnam-briefing.com/news/understanding-vietnams-middle-class- size-spending-patterns-and-opportunities-for-businesses.html/
Thế Định (2024, March 20) Thói quen tiêu dùng khác biệt của người cận giàu ở Việt
Nam Đã truy lục April 26, 2025, từ VietNamNet: https://vietnamnet.vn/thoi- quen-tieu-dung-khac-biet-cua-nguoi-can-giau-o-viet-nam-2261558.html
GiaoNhan247 (2024, 06 13) Báo cáo nghiên cứu thị trường đồ gia dụng ở Việt Nam
2025 Được truy lục từ GiaoNhan247: https://www.giaonhan247.com/p/thi- truong-do-gia-dung-o-viet-nam/
Hành vi tiêu dùng Việt Nam đang có nhiều thay đổi rõ rệt trong năm 2023, với sự lạc quan của người tiêu dùng về nền kinh tế, mặc dù đối mặt với thách thức như lạm phát Tầng lớp trung lưu đang gia tăng và đòi hỏi cao hơn, dự kiến sẽ có hơn một nửa dân số Việt Nam gia nhập tầng lớp này vào năm 2035 Tuy nhiên, sự giảm nhu cầu từ các thị trường lớn như Hoa Kỳ và EU có thể ảnh hưởng đến khả năng tiêu dùng Người tiêu dùng đang trở nên kỹ tính hơn, tìm kiếm giá trị và trải nghiệm mua sắm tốt hơn, đồng thời có xu hướng chuyển sang các sản phẩm cao cấp Các doanh nghiệp cần điều chỉnh chiến lược để khai thác nhu cầu này, chú trọng vào việc phát triển sản phẩm, mở rộng kênh phân phối và tối ưu hóa giá trị cho người tiêu dùng.
Thời gian gần đây, đồ gia dụng tích hợp trí tuệ nhân tạo (AI) đang trở thành xu hướng nổi bật Những sản phẩm này không chỉ giúp tiết kiệm thời gian mà còn nâng cao hiệu quả sử dụng trong gia đình Các thiết bị như máy giặt, tủ lạnh và bếp điện thông minh đang ngày càng được cải tiến để đáp ứng nhu cầu của người tiêu dùng Sự phát triển này không chỉ mang lại tiện ích mà còn góp phần tạo ra một môi trường sống hiện đại và thông minh hơn.
Người tiêu dùng trung lưu ở Việt Nam đang có sự gia tăng mạnh mẽ, điều này phản ánh sự phát triển kinh tế và thay đổi trong thói quen tiêu dùng Sự tăng trưởng này không chỉ tạo ra cơ hội cho các doanh nghiệp mà còn thúc đẩy nhu cầu về sản phẩm và dịch vụ chất lượng cao Các yếu tố như thu nhập tăng, sự tiếp cận thông tin và xu hướng tiêu dùng hiện đại đang góp phần vào sự thay đổi này Việc hiểu rõ về người tiêu dùng trung lưu sẽ giúp các doanh nghiệp định hình chiến lược tiếp thị hiệu quả hơn.
Hoa Kỳ đã áp dụng mức thuế đối ứng 46% đối với một số hàng hóa, gây ra lo ngại về khả năng đứt gãy chuỗi cung ứng toàn cầu Những chính sách thuế này có thể ảnh hưởng lớn đến thị trường quốc tế và tạo ra sự bất ổn trong các mối quan hệ thương mại Sự điều chỉnh này không chỉ ảnh hưởng đến các doanh nghiệp mà còn tác động đến người tiêu dùng và nền kinh tế toàn cầu.