Recent years, a revolution have witnessed in retail marketing in Asia, especially according to Euromonitor lifestyle report from April 2012, Taiwan has the highest per capita density of convenience stores [1]. Convenience store chains can be found in everywhere – city or countryside – and the integrated services is why the Taiwanese love their convenience stores so much. Just like picking up a snack or a drink, you can pay your utility bills, buy movie tickets, use the ATM, have your blood pressure measured, print documents and so much more – all within one convenience store. At the same time, another country – Vietnam, What happens in Vietnam? Vietnam does not move step by step in the retail development path. Instead, Vietnam’s retail progress is impressive and chaotic with the fierce competition of the various retail channels. This paper aims to appreciate the whole of Vietnam’s retail market and analyzes about the opportunities and challenges of Vietnam's convenience stores. The trends of convenience stores and some affected elements will be researched in the economic situation which the multinational retail groups have taken active steps to penetrate Vietnam's retail market. Something will be noted from analyzing marketing strategy of Taiwan's successful convenience store chains. Some methodologies have adopted in the research such as case-study analysis. Moreover, in this thesis, the author's knowledge and observations are also utilized to analyze the market, predict the trends and come to specific solutions for assisting sustainable development in the future. The deductive research approach is applied.
