According to the ASEAN Consumer Survey conducted by HKTDC Research, ASEAN consumers, including those in Thailand, are willing to spend more on better quality products and have a strong sense of personal style. For international brands, Thailand is a key market among the developing Asian countries, not only because of its growing demand from the emerging middle-income class, but also the country’s flourishing tourism sector. Also, Thailand is a South East Asian country with close proximity to Vietnam. Hence, the two countries partly share different things in common including climate characteristics, genetic traits, religions and most importantly, culture.

Thesis paper International Marketing: Product standardization strategy and product adaptation strategy offer some recommendations for Vietnamese company to consider when doing launching their products abroad and performing International Marketing.