In May 2019, a Vietnam-based entrepreneur was wondering which strategy would work best to sell nipa honey, the first product launched by his nipa palm products company, Viet Nam Nipa Development Company Limited (Viet Nipa). The product was launched in February 2019 and the entrepreneur had been selling the nipa honey at trade fairs, through partnerships with three popular resorts in his home district, and on a sales platform on Viet Nipa’s Facebook page. He was reaching out to grocery retailers in Vietnam with sale propositions, but to no avail. Should the entrepreneur continue to pursue business-to-consumer (B2C) distribution or leverage his company’s operational and manufacturing capabilities to shift to a business-to-business (B2B) operation? What was his target market and how should he tailor Viet Nipa’s marketing strategy and tactics to these consumers? Should he also consider taking nipa honey to the international market?
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