| Author | Bui Thi Anh Thu |
| 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 | A&Q Corporation has a challenge in maintaining and developing performance in the
luxury segment at the Vietnam market. Actually, they are being number one ranking for
turnover throughout the years, but the sales volume compared with other competitors is
very low and weak awareness of consumers’ mind in market currently. Therefore, they
would like to know the consumers’ needs to increase turnover in the Vietnam luxury
products segment as well as building brand awareness in customers’ mind.
To identify the problems of the company, the research study analysis the strength and the
weakness mixing with opportunities and threats of A&Q Corporation by SWOT method.
As the result, helped the company defined which segments and matters need to improve
and maintain; which are these problems need to solve and improve in order to better than
competitors in market. To execute all of recommendations that helped the company
achieved performance as doing business and more competitiveness than others in Vietnam
market do.
The research study analysis is to help A&Q Corporation know-how their low performance
and brand awareness in Vietnam market, and also which is the best solutions they should
be applied. The study identifies four causes of the problems as human recourse,
distributions, retailing and brand communication based on the methods are problem
finding, solving process combining with 5- Why techniques, the Fishbone diagram,
Concept map, SWOT analysis.
These solutions are created in a short-term and long-term planning action plan. They will
allow the company to optimize execution solving and improving their performance, build
brand awareness without increasing too much the product’s cost, and keep the satisfaction of customers. |
| Year | 2009 |
| 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) | Dimmitt, Nicholas J.; |
| Examination Committee(s) | Venkatesh, Sundar;Badirm, Yuorse; |