author(s)
Dr. Nguyen Hoang Tien

abstract
In recent years, the strong development of technology and the change in consumer behavior has made competition in consumer markets increasing. It is a constant business rule of the market. Customers are not only the people who buy the most of products of the company, but they are also the people who stick to with the company and introduce the company to those around them like friends, family members and colleagues. Currently, many businesses invest in Vietnam market, especially in the field of FMCG consumer goods. How to make customers have a good impression of the company and products the company is doing, this is a difficult question that any business person wants to find the right answer. Therefore, building a research model of P&G and Unilever's multinational strategy is essential. The objective of this study is to identify the factors affecting products of both businesses with relatively equal positions in the consumer market, creating a more comprehensive view to increase competitive advantage.