| Author | Ho Thi Kim Thoa |
| 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, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | B.Braun Corporate Headquarters in Melsungen - Germany has remained privately owned since 1865. With over 50 subsidiaries worldwide, B.Braun has more than 34,000 employees, with a sales turnover 3.5 Billion Euros in 2007. Starting with a small representative office in 1992, B.Braun Viet Nam has a 100% owned investment local production plant in Ha Noi with 700 workers and staff where Intravenous standard solutions are produced and a high quality Intravenous giving set named Intrafix ®air assembled. It also has a big branch office in Ho Chi Minh City and a distribution sales network across the country. The prestigious trademark in local Healthcare professionals has led to B.Braun local factory expansion. In 2006, B.Braun Viet Nam opened the 2nd production plant in the North, Ha Tay province, with 15 million bottles I.V. standard solution capacity, and 100 millions pieces I.V. set output per year becoming the 2nd biggest production plant worldwide after the facility in Germany. However, in the last quarter of 2007 and early 2008, the Intrafix ®air outbound raw materials increased sharply while its selling price could not rise up because of many external and internal reasons causing the company‟s severe profitability shrinkage. B.Braun has continued its expansion project. B. Braun Management Board and the involved staff have the responsibility to draw and implement the strategic marketing and sales for the company to reduce the loss in the interval period.
This research provides an overview about the functional B.Braun Viet Nam business, the medical sub-business unit where Intrafix ®air is marketed. By applying fishbone diagram analysis and brainstorming, the problem areas are identified and possible solutions are recognized. By six thinking techniques, solutions were analysed and the possible alternative applications were chosen. An adequate implementation‟ plan is drawn to develop Intrafix air business in the long-term. |
| Year | 2008 |
| 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; |
| Examination Committee(s) | Bechter, Clemens ;Zimmerman, Willi ; |