Aligning customer service with business strategy | |
| Author | Nguyen, Khanh Ky |
| Subject(s) | Business planning--Vietnam Customer services--Vietnam Nuplex Masterbatch Vietnam--Customer services |
| Note | A project study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Nuplex masterbatch Vietnam has been established and run for quite long time but the company has still been loss of profit for many years due to inefficient management methods. In the intense competitive environment today, the company is urgently required to improve its business performance. From the financial year of 2016 (July, 2015 – June, 2016), the company has implemented the changes step-by-step in control and management methods to improve its performance. This research focuses on two main issues: First, the business strategy of the company has been studied to develop a new sustainable, long-term development direction for the company to survive in the competitive market. This study focused on analyzing the company‟s business position, products, customers as well as competitors to point out the need of an efficient competitive strategy. From the inadequacies of the current status, a new business strategy has been developed and implemented gradually with step-by-step changes to achieve good results in a short time. Second focus is improving the performance of customer service activities, especially, in the distribution system. The distribution processes are analyzed carefully to find out the root cause of inefficiency in terms of cost and service level. Then, a tactical plan is developed to align these activities with new business strategy of the company. The improvement process is implemented in the form of Plan-Do-Check-Act cycle. The initial achievement from these improvements is a basis for long-term development of the company. This improvement method is also to be applied for other departments of the company. In addition, author also proposes some recommendations for future directions to align all company activities and function towards the new strategy in order to achieve better business performance. |
| Year | 2016 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Winai Wongsurawat;Igel, Barbara; |
| Examination Committee(s) | Tritos Laosirihongthong;Supasith Chonglerttham; |