... integrate to the global economy in the coming years. With the effects of many other factors including globalisation, deregulation and the support of technology, all Vietnamese enterprises are facing a number of challenges in marketing. In order to overcome the challenges as well as to take full advantage of opportunities, Vietnamese enterprises have responded by changing the way they conduct marketing in very fundamental ways. The Bank for Investment and Development of Vietnam, a State-owned commercial bank, where I had more than 8 years working experience, is facing more difficulties than ever before. Identifying, valuating these challenges as well as assessing the marketing strategies, which BIDV should implement, are the urgent works and have practical value for the development of BIDV in this important period. This report will assess the key marketing challenges, facing the BIDV in the next few years, these are: - How to innovate, to develop new products ...

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