| Abstract | Chien Thang Garment Company (CHIGAMEX) - a State-owned Garment Enterprise.
CHIGAMEX has been one of the leading garment companies in Vietnam. It specializes in
clothing trading, leather gloves and woolen carpets. The company’s products are exported
to more than 20 countries over the world including Korea, Japan, America, German, Iran,
Sweden, Slovakia. 90% of the total production volume of the company are exported to EU
countries and the US. As a result, exports play a very important role in the business success
or failure of the company. As the US is the target market of CHIGAMEX, the company
has paid much attention to this market to maximize the export value as well as to
strengthen its brand overseas in general and in the US in particular.
In order to meet the growing demand for increasingly high quality garment products in the
US, CHIGAMEX needs to review its current export activities to adopt the appropriate
marketing strategies to best satisfy the US customers. The purpose of this study is to
analyze the strengths and weaknesses of CHIGAMEX’s export activities to the US market,
then to propose some possible solutions to improve the export practice to the US. The
research pointed out three major problems which are (1) weakness of marketing strategies
and international business, (2) lack of capital for business production and (3) shortage of
updated information about the US market.
Four alternatives have been developed for CHIGAMEX in order to increase the
competitiveness of the company, which are (1) marketing research in US, collecting
information and data analysis, (2) approaching the business form through internet (Ecommerce),
(3) improving the professional business skills of import-export staff, (4)
improving product quality |