| Author | Nguyen Thi Quynh Trang |
| Note | A project 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 | In the current economic crisis in Vietnam, the private small and medium companies in Vietnam have to face many challenges to gain the market share and affirm their positions in the fields of business in the fast development of competitive markets. Oriental Trading and Logistics Co., Ltd (OTL) is young company in distribution field of imported UHT milk. This market is very competitive with strong competition from many other companies. Thus, Oriental Trading and Logistics Co., Ltd has faced various difficulties especially the lack of taking the initiative for planning a strategy for its business in long-term. The objective of this research is to therefore build a suitable business strategy for the company in the long-term.
This research starts with review of literature together with a series of individual interview which provide the needed data for process of strategic analysis. Based on SWOT analysis, OTL Co., Ltd has a biggest opportunity of increasing needs on imported UHT milk products. OTL Company has a great leader as a strongest point. Beside OTL company faces the fierce competition in the market. The marketing activities were very weak. With the aim of having a market share of 30-40% in 2018, the reach suggests the business strategy. There are 3 main parts: market penetration strategy, market development strategy and concentration diversification strategy. With this proposed strategy, the author believes the OTL Co., Ltd will achieve its goals successfully. |
| Year | 2014 |
| 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) | Swierzcek, Fredric William; |
| Examination Committee(s) | Huynh Trung Luong;Zimmermann, Willi ; |