| Author | Tran Thi Anh Ngoc |
| 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 | As the living standard is continuing to increase, people have come to the higher level of
demand. People are now looking for products that could better their daily live and the one
that attracts their concern most is dairy product. Realizing the favor of consumers, dairy
industry has witnessed intense competition among domestic and foreign competitors to win
market share. In this battle, consumer choice and affecting factors are also of high
importance for companies to settle competitive strategies.
Via this research, the author’s purpose is to somehow figure out the factors that could have
effect on consumer choice of dairy products. Then from the findings, some possible
solutions would be raised to help Vietnam dairy industry enhance its competitiveness
regarding to history of development and recent overview.
The review of some well-known theories and researches such as consumer choice, utility,
competitive strategy, competitive advantage has been applied in this research as the basis
to build proposed solutions. Besides, the method of survey conduction is used for
collecting actual data directly from consumers in order to have more precise and
meaningful analysis result.
Basing on the survey findings, the author proposes some solutions which are being
processed or would possibly be applied to consolidate the competitiveness of Vietnam
dairy industry. Those solutions include both from Government’s side and domestic
companies’ side with some lessons learned to take notice during compliment progress. |
| 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) | Winai Wongsurawat;Igel, Barbara; |
| Examination Committee(s) | Zimmermann, Willi ;Badir, Yuorse ; |