Guided by the principle of “Sustainable business growth”, Max Vina's business activities always create real benefits and value, aiming to bring the market products and services under the motto “MAX VINA GIVES TRUST AND QUALITY – AND EARNS TRUST IN RETURN”, always taking customer satisfaction as the measure of the company's growth. 

Before this, Max Vina had not focused on the online market, so its competitive advantage was limited, specifically: 

• A brand-new website, so no Google rankings, no traffic… 
• Not yet making an impression or building trust with online customers
• Not keeping up with trends and technology changes 

Overall, in the early days Max Vina had not yet focused on investing in an online store website for consumers. 

MONA researched the kitchen equipment and cookware industry in detail and found that: 

• Max Vina's customers are mainly people who live alone, small families who like travelling and camping, or people with a minimalist lifestyle who prefer compact, convenient things. 
• Features, practical value and convenience of the product are what drive most of their buying decisions.

In terms of the industry, the growth opportunity for the kitchen and household appliance market in Vietnam is very large. Notably, though, the same brand sells at a different price in every shop. Many products are poor quality, have weak mechanical durability or unclear origin… Max Vina needed to use this gap to raise its brand credibility.