Recent years, a revolution has witnessed in retail marketing in Asia, especially, Taiwan has the highest per capita density of convenience stores (Euromonitor, 2012). Convenience is the main factor which makes consumers feel interested in a convenience store. However, at the same time, Vietnam has a different situation. There are many distribution channels going and surviving together. This paper aims to appreciate the whole of Vietnam's retail market and analyze the opportunities and challenges of convenience stores in Vietnam. Some lessons will be noted from analyzing the case study of Taiwan's successful convenience store chains 7-Eleven. Methodologies and theory have been adopted in the research as the theory of Convenience; Omni-Channel Retailing; The Marketing 7Ps Mix. Moreover, in this thesis, the author's knowledge and observations are also utilized to analyze the market.
