As an innovative trend of emerging commercial and social sector, social entrepreneurship
is proven to be successful and continues seeking new opportunities to spread the social
impact worldwide. So does the case company, a Germany-based social enterprise as it
attempts to enter the Vietnamese market. The objectives of this thesis are to examine the
prospect of Vietnam, from then build a successful market entry strategy for the case
company into the target market. The theoretical framework is based on understanding the
nature of social enterprise and elements of market entry strategy, the internal and external
environment affecting the entrance of the case company. By analyzing secondary
database and primary inputs from interviews with the case company representative and
market experts, the author finds that Vietnam acquires a degree of attractiveness due to its
favorable legal conditions and growing public awareness in the field of social enterprise.
However, as there is also a certain level of difficulties and challenges, the author
proposes strategic suggestions which she believes to be viable for the case company in
the target market.