Lion Corporation, a Japanese company, is considering entering the Vietnamese market and has asked Nielsen to analyze the market potential. Nielsen will present their analysis in a 15 slide PowerPoint presentation covering whether Vietnam is suitable, which categories Lion should focus on, which regions and channels, and insights about Vietnamese consumers. The case study provides data on Vietnam's economy, FMCG market trends by category and trade channel, the retail landscape including modern trade store formats and growth drivers, e-commerce trends, and the potential of rural areas.