| Author | Nguyen Hong Ha |
| 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 | Marketing is a back bone of all businesses especially in the new, emerging and dynamic markets such as Vietnam. Some companies spent a lot of money for marketing but did not meet their goal. What is the company’s marketing goal? It could be market share, market leader, maximize return on investment, or just introduce and appear to new customers to test the market reaction.
Aggreko considers Vietnam as an important market in Southeast Asia with the profuse of young labor force, high GDP growing rate, stable politic environment as well as Vietnam is an attracting country for foreign investors. With mentioned attractiveness, the power demand will increase dramatically consequence to a high demand for purchase or rent power for production, entertainment and human consumable.
Aggreko professional power rental solution is almost new with Vietnam customers who normally just think about buying new generator set when they need standby power or rent generator without quality warranty in short time when they need it urgently. How to define Aggreko marketing strategy for chosen segmentation in Vietnam to minimize the marketing cost is the purpose on this research. |
| 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) | Bechter, Clemens;Donyaprueth Krairit; |
| Examination Committee(s) | Kritsadarat Wattanasuwan;Tocquer, Gerard ; |