SURVIVAL STRATEGY FOR VIETNAM’S FMCG: THE SOLUTION THROUGH PHYSICAL RETAIL CHAINS AND SUPPLY CHAIN RESTRUCTURING
This article analyzes the physical retail store (Flagship Store) strategy of FMCG conglomerates in Vietnam through the lens of management and modern 4P marketing model. This is not merely a short-term P&L revenue problem, but a critical survival move to restructure the supply chain, regain control of distribution channels, and optimize the O2O/D2C ecosystem amid shifting negotiating power.

