Rationale:
Hasaki Beauty & Clinic (established 2016, HCMC) is the most popular omni-channel cosmetics retailer in Vietnam that has more than 150 locations and good e-commerce coverage (~3.8M members, 750K shoppers monthly). Alibaba has minority investment (2023), which makes it more credible and scalable.
| Strategic Element | Description |
| Entry Mode | JV for product registration, marketing, and local fulfillment. |
| Operations | Import finished products from India; localize packaging and labeling. |
| Branding | “Sugandha x Hasaki – Naturally Beautiful from the Himalayas.” |
| Distribution | Hasaki physical stores + online store + Lazada/Shopee channels. |
| Pricing Strategy | Mid-premium segment; 10–15% below global luxury brands. |
| Target Audience | Women aged 20–40; urban centers (HCMC, Hanoi, Da Nang). |
Proposed Mod
Advantages:
- Regulatory compliance handled locally.
- Shared marketing costs and faster scaling.
- Builds trust via local partner’s reputation.
Sugandha Beauty Vietnam – Strategy Summary
🔹 Strategy Model:
Adopts a transnational strategy combining global integration with local adaptation.
🔹 Cultural Fit:
High local responsiveness via leadership, product, and service localization.
🔹 Global Alignment:
Maintains Sugandha’s Ayurvedic heritage, ethical sourcing, and sustainability standards across all touchpoints.
🔹 Strategic Grid Positioning:
Upper-right quadrant — High Global Integration & High Local Responsiveness.
