Marketing Plans with Competitor Selection Strategy Impacts on the Risk Level of Viet Nam Consumer Good Industry During and After the Global Crisis

Using a two (2) factors model, this research paper analyzes the impacts of both financial leverage and the size of firms' competitors in the consumer goods industry on the market risk level of 121 listed companies in this category. This paper founds out that the risk dispersion level in this sample study could be minimized in case financial leverage decreases down to 20% and the competitor size doubles (measured by equity beta var of 0,160). Beside, the empirical research findings show us that the risk level could be reduced when financial leverage increases up to 30% and the size of competitor slightly smaller (measured by equity beta value of 0,595). Last but not least, this paper illustrates calculated results that might give proper recommendations to relevant governments and institutions in re-evaluating their policies during and after the financial crisis 2007-2011.