| Author | Vu Nguyen Tu |
| 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 | Forklift and material handling equipment in Vietnam appeared in the 1990. Over the past
20 years, the forklift market becomes more attractive for the big brands, intense fierce
competition between distributors representing for every major brand in Vietnam. Success
today does not guarantee success for tomorrow, so the leading provider always put out new
strategies to attract customers and ensure their leadership. Official entered in the forklift
market in 2010, Hyundai Forklift has 10% market share after three years of operation.
However, in recent years due to the impact of the global economic crisis, Vietnam's
economy was significantly affected. In literature review chapter, by analyzing the business
environment through TOWS tool showed why various environmental factors affect the
operating around. The introduction of the background and current operation are mentioned
next chapter. And after analysis and further evaluation of the external environment,
internal threads will be identified Opportunities, weak, strength against other competitor.
Finally, the marketing strategy for the 168 will focus on three points: improving service
quality, developing sub-dealer network and improving customer relationship management |
| 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 ; |