Choosing the right Field Activity for your business goal

06Oct2026

B&Company

Business Matching / Consulting / Field Activity / Market Research

B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.

In this section “Vietnam Briefing”, young researchers of B&Company will provide timely information of Vietnam’s industrial trends, consumer trends, and social movements.

This article was originally written in English. To make our insights accessible to a wider audience, translated versions are provided using AI translation technology. For the latest updates or more detailed information, please also refer to the original English version. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher.

Abstract

Vietnam has become an increasingly attractive destination for foreign companies seeking new markets, suppliers, and business opportunities. However, entering Vietnam successfully requires more than simply visiting the market or meeting potential partners. Different business goals require different field activities, from market exploration and customer interviews to partner search and business matching. This article explains how foreign companies can select the right approach based on their objectives, discusses common challenges in Vietnam market entry, and provides practical insights for companies planning expansion in Vietnam.

Selecting the Right Field Activity for Effective Vietnam Market Entry

Vietnam has continued to attract foreign companies seeking investment, sourcing, and business expansion opportunities. In 2025, registered foreign direct investment (FDI) reached USD 38.42 billion, while realized FDI reached USD 27.62 billion, demonstrating continued confidence from international investors in Vietnam’s economic potential^[1].

Japanese companies are responding. In JETRO’s 2025 survey, 56.9% of Japanese firms in Vietnam plan to expand within one to two years. That compares with an ASEAN average of 46.8%[2]. In the same survey, 67.5% expect to be profitable in 2025, the highest share since 2009[3]. Non-manufacturers are the most eager, at nearly 62% (VIR).

Share of Japanese companies planning to expand in the next 1-2 years

Source: JETRO 2025 survey, via VnEconomy

In addition, conditions in Vietnam can shift quickly, driven by both domestic policy decisions and external factors. In 2026, for example, GDP growth accelerated to 8.39% in the second quarter[4], helped by a domestic policy that restarted stalled projects, while analysts expect growth to slow as US tariffs take hold[5]. Desk research based on past data can therefore become outdated quickly. B&Company therefore recommends treating desk research as a starting hypothesis and testing it through local interviews and store observation[6].

Others help companies reach potential suppliers and partners. Exhibitions offer a broad view of the market. Vietnam FoodExpo 2025 brought together nearly 400 local and foreign companies across more than 500 booths, with a 1:1 networking program for exporters and importers[7]. FBC ASEAN, held in Hanoi on 16 – 18 September 2026, reports that about 80% of its exhibitors are manufacturers, mainly from Vietnam and Japan[8]. Vietnam business matching offers more depth. MTA Vietnam 2026 runs pre – scheduled one – on – one meeting and, together with JETRO, connects Vietnamese manufacturers with Japanese suppliers[9]. Finally, factory visits, which can also cover warehouses and industrial parks, let companies check capacity, quality, and workforce conditions that brochures cannot show.

Different Business Goals Require Different Field Activities

Field activities should not be conducted as standalone visits, but as strategic tools to answer specific business questions. The appropriate approach depends on what companies need to understand, validate, or achieve in the Vietnam market. For foreign companies considering Vietnam expansion, field activities can provide insights that are difficult to obtain through desk research alone.

Matching Business Goals with Appropriate Field Activities

Field activity	When to consider this activity	Key activities & business value	Example
Exhibition Visit	Suitable for companies that are still exploring Vietnam or a specific industry and need to develop an initial understanding of the market before making further investment decisions. Useful for companies that already have a clear goal, such as finding buyers or suppliers, and wish to explore the market widely and gather additional information. Need to be aware that exhibitors at trade fairs are mostly medium-sized and large businesses, while small companies participate less often.	● Visit relevant trade exhibitions and industry events to observe market trends, competitor offerings, product positioning, and pricing levels ● Meet potential customers, suppliers, distributors, and other industry stakeholders in one location ● Build initial business connections as a foundation for future market development activities	Accompanying a client to an exhibition with interpretation, or attending on the client’s behalf to collect product information and business contacts.[10]
Factory Visit	Suitable for manufacturing companies that are considering Vietnam as a production base, searching for local suppliers, or evaluating potential manufacturing partners. Direct factory visits are important when companies need to confirm actual capabilities beyond information provided through company websites or documents.	● Visit factories to evaluate production processes, equipment, production capacity, and quality management systems. ● Verify whether suppliers can meet technical requirements, quality standards, and expected production volumes ● Reduce risks when selecting suppliers or making investment decisions related to production in Vietnam	Selecting and approaching candidate manufacturers for a Japanese client seeking a processing partner, then arranging meetings and factory tours with interpreters so the client can evaluate production capacity on site[11]. Accompanying a client on visits to three factories over two days to find suppliers for a specific product.
Business Matching	Suitable for companies that have identified a business opportunity in Vietnam and need to find suitable local partners, including distributors, suppliers, customers, or strategic alliance partners. Effective business matching requires more than introducing company lists; it requires understanding the foreign company’s objectives and identifying candidates with the right capabilities and business fit.	● Define target partner profiles based on business objectives, required capabilities, and cooperation expectations ● Research and screen potential Vietnamese companies based on business scope, experience, customer network, and market coverage ● Arrange meetings with relevant candidates and support initial communication	Agreeing a survey plan with the client, then selecting and approaching potential partners and arranging the first meetings. Candidate search can draw on B&Company’s database of over 900,000 Vietnamese companies[12].
Consumer Interview	Suitable for companies that are planning to introduce new products or services, evaluate market acceptance, or adapt existing offerings to Vietnamese customer preferences. Direct feedback from consumers helps companies understand actual needs that may not be identified through secondary research alone.	● Conduct interviews with target customers to understand purchasing behavior, preferences, and decision-making factors ● Collect feedback on product features, usability, pricing, packaging, and overall customer experience ● Identify potential barriers to adoption and opportunities for product/service improvement	Recruiting target consumers, conducting interviews in Vietnamese, and summarizing their feedback on product features, price, and packaging for the client.
Expert Interview	Suitable for companies that need deeper understanding of industry-specific factors, including regulations, market structure, competitive dynamics, and potential entry barriers. This activity is valuable when public information is limited or when companies require practical insights from experienced local stakeholders.	● Interview industry experts, associations, consultants, and experienced professionals ● Obtain practical perspectives on market trends, regulations, customer behavior, and industry challenges ● Identify key success factors, potential risks, and important considerations before entering the Vietnam market	In – depth interviews with stakeholders to understand a market’s supply chain, key players, and regulations, as in a study of the BIPV market in Vietnam. Interviews with ventilation contractors and design consultants of mid – to high – end residential projects in Hanoi and Ho Chi Minh City, with an on – site visit to construction work arranged for the client[13].
Market Observation Tour	Suitable for companies that want to directly experience Vietnam’s business environment and understand how products, services, and businesses operate in practice. This approach is useful for companies evaluating retail environments, customer behavior, distribution channels, or potential business locations.	● Visit retail stores, commercial areas, industrial zones, competitors, and other relevant locations ● Observe actual customer behavior, product displays, sales channels, and market practices ● Compare desk research findings with real market conditions	Designing a tour of retail stores and commercial areas relevant to the client’s product, guiding the visit with interpretation, and summarizing observations on competing products, prices, and displays.

Source: B&Company’s synthesis

These field activities are not mutually exclusive and are often combined depending on the company’s objectives and stage of expansion. Therefore, the most effective field activity is not necessarily the one that provides the most information, but the one that provides the most relevant insights for the specific business decision a company needs to make.

Business Implications and Opportunities for Foreign Companies

Choosing the right field activity for your business goal is not simply a matter of selecting a research method. It is a strategic decision that determines the quality of information and the business connections a foreign company can obtain in Vietnam.

Field activity selection process and examples for foreign companies in Vietnam

Field activity selection process and examples for foreign companies in Vietnam

Source: B&Company

The final step, engaging local stakeholders, is often the most difficult. Vietnam has companies of many sizes, industries, and regions, and useful information is not always available from public sources. As a result, finding the right contacts and assessing potential partners usually requires local networks and market knowledge[14].

How B&Company Supports Business Matching in Vietnam

Entering or expanding in the Vietnamese market often requires more than desk research alone. While secondary information can provide an overview of the market, many practical questions can only be answered through direct interaction with local companies, customers, experts, distributors, or other relevant stakeholders.

For this reason, B&Company does not apply a one – size – fits – all approach. Instead, we help clients select and design the most appropriate field activities based on their specific business questions, stage of market entry, target stakeholders, and available budget.

Depending on the client’s objective, B&Company can provide support such as:

– In-depth interviews with customers or business users: To understand purchasing behavior, product requirements, unmet needs, evaluation criteria, and factors influencing decision-making.

– Expert and stakeholder interviews: To obtain practical insights into market structure, industry practices, regulations, distribution systems, or emerging trends that may not be fully captured through public information.

– Potential partner identification and screening: To identify suitable distributors, manufacturers, suppliers, customers, or other potential business partners and evaluate their relevance to the client’s objectives.

– Business matching and meeting arrangement: To approach selected companies, establish contact with relevant decision-makers, arrange meetings, and support discussions between both sides.

– Store visits and on-site observations: To understand actual market conditions, product assortment, pricing, shelf positioning, customer traffic, competitor presence, and local sales practices.

– Competitor and channel checks: To investigate how competing products are distributed, promoted, priced, and positioned in the local market.

– Communication and negotiation support: To facilitate communication before and during meetings, provide interpretation when necessary, clarify business expectations, and support follow-up discussions.

B&Company therefore focuses not only on conducting fieldwork, but also on helping clients determine which field activity is necessary, who should be approached, and what information should be collected. This flexibility is particularly useful because business needs can vary significantly by company size and stage of market entry. A large corporation may require a structured research program covering multiple stakeholder groups, while an SME or micro-sized company may initially need only a limited number of interviews or meetings to obtain practical local feedback.

B&Company helps address these challenges by acting as an intermediary between both sides. Using our local databases, networks, and direct communication capabilities, we support clients in identifying relevant stakeholders, establishing contact, obtaining responses, and facilitating effective discussions.

The specific support process can be adjusted depending on each client’s objective, ranging from initial market analysis and partner identification to direct engagement, negotiation, and partnership formation.

Business Matching Service at B&Company Vietnam

Business Matching Service at B&Company Vietnam