| Author | Nguyen Duc Tai |
| 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 | Developing a value added marketing strategy is the key part to survive for all enterprises in all
sectors such as trading, service and manufacturing. Especially in current market situation, all
companies focus more on cost-orientation, which makes high competitive circumstance in
Vietnam market. So to overcome this issue, one company has to find out differentiation –
orientation by improving and developing more added value in their value chain to adapt high
demand requirement from end users and get profitability to achieve sustainable development.
VFG is not an exceptional case. For these recent years, high competition from domestic
players impact dramatically to their operation and all glass market. It is the suitable time for
VFG to change their marketing strategy to be more profitable and stable by selling more value
added items.
This research is conducted to identify the root causes of current marketing action at VFG and
determine the gaps in the best marketing strategy practice which should be improved. Finally,
specific solutions are recommended to develop a value added marketing strategy so that VFG
will get more profitability and be sustainable |
| 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) | Swierczek, Fredric William; |