Faced with the risk of the US imposing a reciprocal tax of up to 46% on goods exported from Vietnam, many experts believe that this is not simply a trade fluctuation, but also a major test for the ability of Vietnamese enterprises to adapt and transform their business strategies in the US.
In that context, restructuring Business Strategy and proactive adaptation are vital requirements for export enterprises. SEFA Media is proud to be a pioneer in supporting enterprises to respond to the crisis after the US Countervailing Tax policy with in-depth Strategic Consulting solutions!
Restructuring Business Strategy in the US: A New Direction for Vietnamese Enterprises
In the context of the US announcing the Reciprocal Tax policy and increasingly complex global trade developments, Vietnamese enterprises are facing an important turning point. Restructuring the Business Strategy in the US is no longer an option, but has become an urgent requirement to adapt and survive.
According to data from the General Department of Vietnam Customs, in 2023, Vietnam’s export turnover to the US reached more than 96 billion USD, accounting for nearly 28% of the country’s total export turnover. This shows a high level of dependence on the US market. Therefore, any change in tax policy from the US side can have a spillover effect on hundreds of businesses, especially in key industries such as textiles, wood products, electronics, seafood, etc.
The US suspension of reciprocal tariffs for 90 days (starting from April 9, 2025) is a “golden time” for Vietnamese businesses to quickly adjust their strategies, minimize risks from policy shocks and build more sustainable resilience for the future. Specifically, businesses need to:
Review and renegotiate contracts with US partners
In the short term, exporting businesses need to urgently renegotiate contracts with partners in the US, especially terms related to prices. From there, businesses can implement a strategy to re-price products and adjust trade terms to minimize financial losses in the context of market fluctuations.
Promote market expansion strategy
Over-reliance on the US market is a strategic weakness for many Vietnamese exporters. In this volatile context, market diversification has become a top priority to spread risks and ensure stable growth. According to trade data, markets such as Canada, Australia, the Netherlands, and Russia have recorded double-digit import growth from Vietnam for many consecutive years.
Invest in developing domestic market
Although exports play an important role, in times of uncertainty, the domestic market is a safe haven that helps maintain cash flow and stabilize production activities. According to a 2023 NielsenIQ survey, up to 65% of Vietnamese consumers are willing to pay more for domestic products if they ensure quality and have a clear brand. This is a positive signal for businesses to promote brand strategies, innovate products and expand distribution systems in Vietnam.
> See more: Marketing strategy perspective for Vietnamese enterprises in the US market after the Reciprocal Tax policy
Effective Business Strategy Models for Export Enterprises in the US
The current global trade fluctuations require Vietnamese businesses to be flexible in production, and at the same time build a clear US Business Strategy to adapt well to each stage of change. Below are some effective Business Strategy models that can help businesses overcome challenges and develop sustainably in this important export market.
1. Localization Strategy
Localization Strategy is a strategy to adjust products, services, and communication messages to suit the cultural characteristics and tastes of each market. For Vietnamese businesses exporting to the US, a market with strict standards, this becomes even more important. For example, food products must meet FDA standards, from ingredients, labels to nutritional information.
According to a report from Common Sense Advisory, 75% of global consumers say they are more likely to purchase a product if it is communicated in a language and format that is culturally appropriate. Therefore, a local adaptation strategy will help businesses easily penetrate the market and build lasting relationships with local consumers.
2. Value-based Strategy
Unlike pure price competition, value proposition strategy focuses on creating competitive advantage through product quality, customer experience or brand value. Businesses do not only sell products, but also sell a commitment to standards, a brand story or social values that the brand pursues.
For example, Vietnamese coffee brands such as King Coffee or Trung Nguyen have built an image associated with clean coffee, sustainable agriculture and contributing to the community – factors that make American consumers willing to pay higher prices.
3. Mergers and Acquisitions Strategy
One of the quickest and most effective ways to enter the international market is through joint ventures or mergers with local companies. Cooperating with or acquiring a company operating in the target market helps Vietnamese businesses save a significant amount of time, setup costs, and overcome legal and cultural barriers.
This strategy is particularly suitable for businesses that have ambitions to expand rapidly into the US but lack distribution systems, experience or relationships in this market. According to PwC research, cross-border M&A deals are 30% more likely to succeed if the target company already has a local distribution network and market data.
SEFA Media accompanies businesses to conquer international markets
Faced with major changes in the global economic landscape and US Tax policies, SEFA Media will officially organize a series of In-depth Strategy Seminars after the 2025 Counterpart Tax, targeting the Vietnamese business community operating or intending to expand in the US market.
The event is a strategic forum where leading experts in the fields of Economics, Finance, and International Marketing will work with businesses to: Analyze specific changes in Counterpart Tax, identify early risks and challenges in the new period, and at the same time shape opportunities for market expansion and build long-term strategies. Through a series of seminars, businesses will have access to practical solutions to re-establish distribution systems and Business Strategies in the US, and reposition their brands according to international standards.
Expanding scale and penetrating international markets is both an opportunity for breakthrough growth and a strategic challenge for many Vietnamese businesses. With a team of experienced experts in Business Strategy Consulting, SEFA Media is committed to becoming a trusted partner with Vietnamese businesses to continue writing success stories in the international market!
For more information, please contact us via:
Hotline: 0985 196 23
Email: Contact@sefamedia.vn
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