| Author | Nguyen Thi Anh Nguyet |
| Note | A project study submitted in partial fullfilment 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 | The research provides an analysis of the factors that possible causes for the fact that while
the Company has good expertise that matches the high market demand, its market entrance
has been very tough and the business result remains low up to the moment. By
interviewing and surveying, the research identifies that the Company management level
has good understanding about the general local market and policies for entering the
country. In order to deepen the analysis of potential reasons causing entrance and success
barriers in this market, SWOT and Five Forces models have been applied. The results
showed that the Company has reasonable resources and competency for a successful
market entrance but the approach was not appropriate due to (i) discrepancy between prices
and level of sophistication meeting market demand, (ii) potential of target client is low, and
(iii) lack of a long term relationship with local network partners. It is recommended that
the Company applies the strategy ‘grow with the country’ by reasonably allocating its
resources and taking advantage of existing resources presenting in local market. An action
plan has been prepared in order to implement the recommended strategy. |
| Year | 2015 |
| 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 ;Supasith Chonglerttham; |