As the domestic wedding market in Vietnam becomes more and more saturated, foreign customers turn out to be new targets. Therefore, a strategic marketing plan for a Vietnamese organization to reach overseas customers is extremely necessary.

The goal of this thesis is to assist a case company - Binh Quoi Tourist Village - a Vietnamese company operating in entertainment and restaurant industry to attract the French and Japanese to use its wedding services.

In the theoretical part, data used are collected mostly from secondary sources such as books, articles, and theses. This part presents background information regarding cultural differences and two strategies of the international marketing mix, namely standardization and adaptation. The theoretical part concentrates on a decision about standardizing or adapting the marketing mix when an organization penetrates international markets.

With respect to the empirical part, data used are collected from personal observations, company reports, journals, and interviews with experts in Vietnamese wed-ding and tourism industry. The empirical part focuses on Binh Quoi Tourist Village’s wedding services for foreign customers, especially the French and Japanese. Based on the theory, a strategic marketing plan related to standardizing or adapting the marketing mix for Binh Quoi Tourist Village to attract two specific target markets, namely France and Japan is provided.

It is concluded that French and Japanese cultures have significant influences on the decision whether Binh Quoi Tourist Village should standardize or adapt its wedding services to these two markets. As a result, the company is recommended to identify the balance between standardization and adaptation approach for each component of the marketing mix when introducing the wedding services to France and Japan.