CUHK Business School MiM students tackle market dynamics for growthin Vietnam Capstone Project
Students from the Master of Management (MiM) Programme at the Chinese University of Hong Kong (CUHK) Business School completed their annual Capstone Project, an experiential learning initiative that combines academic study with real-world corporate consulting and international business experience.
Partnering with Sunwah Group, a leading multinational enterprise with extensive operations across Southeast Asia, 16 student consulting teams tackled strategic business challenges and developed recommendations to support the company’s future growth. The project provided students with hands-on consulting experience while strengthening their analytical, problem-solving and communication skills.
The project began with a case launch, where Sunwah Group executives introduced the company’s diversified business portfolio and strategic priorities in Vietnam and the wider Southeast Asian market. To prepare for the consultancy engagement, the MiM Programme organised workshops on Vietnam’s emerging market dynamics and advanced consultancy frameworks, alongside networking opportunities with industry leaders and alumni.
The Capstone Project culminated in a study trip to Vietnam, where students conducted field research, engaged directly with company executives and presented their strategic recommendations to Sunwah Group’s senior management. Their evidence-based proposals demonstrated the ability to apply business theory to practical challenges while addressing the opportunities of a fast-growing regional market.
Beyond the consulting project, students visited organisations including VSIP Vietnam, Yakult Vietnam Co., Ltd., Tân Nhật Furniture Company, You Tea and GFT Vietnam Company Limited to gain first-hand insights into manufacturing, supply chain management, market localisation and business strategy.
As a signature component of the MiM curriculum, the Capstone Project demonstrates the Programme’s commitment to experiential learning, industry partnership and global business education. By integrating corporate consulting, international field study and close collaboration with industry partners, the Programme equips graduates with the strategic mindset, cross-cultural competence and practical leadership skills needed to thrive in today’s global business environment.
