A Study on SK telecom in Vietnam

Abstract

SK Telecom is the largest mobile network in South Korea. During the history of 26 years, SK Telecom has become the figure of Korean mobile communications. Based on its strong technology and economic potential, SK Telecom hopes to break through stalled growth in the local telecommunication market boosting its international profile. From the beginning of 2000, while most of Korean big enterprises have entered Vietnam market, SK Telecom made a decision to invest in the country's telecommunications market. Once making the decision to invest in Vietnam mobile industry, at first, in the view of SK Telecom's leaders, Vietnam was considered as an extremely potential market. However, SK Telecom's direct investment decision into Vietnam market has been considered an over-ambitious target while its image in the market is still vulnerable, as well as it has faced with tough competition from other domestic mobile operators. As a result, Korean SK Telecom reduced its capital by 2010, and closed down its business in Hanoi. Thus the main purpose of the study is to investigating the reasons why SK Telecom failed to break through the Vietnamese mobile market. Besides, the study will focus on the International Marketing strategies of the SK Telecom when entering Vietnamese market, and from there point out the reasons for this failure.