| Author | Pham The Nghia |
| 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 | Vicem Hatien is market leader of cement market in the Southern of Vietnam for the last 50 years with famous brand and huge producing capacity. However, in the last recent years its marketshare has been decreasing and a sales volume has been increasing slowly. Meanwhile Vicem Hatien has just increased its producing capacity up to 300%. In addition, there have been lots of new strong competitors in cement market such as Holcim, Lafarge, Nghi Son…As the result, Vicem Hatien are facing with tough competition and over cement supplying of Vietnam market. Thus, Vicem Hatien should have strategic solutions for these challenges. This is the reason of this research of ““Marketing strategy for Vicem Hatien”.
In this research, we will narrow down the problem and look in-depth the Sales and marketing activities to find down the reasons and putting forward some recomendations to increase marketshare and sales volumes. Questionnaires are used to study clients’ needs and feedbacks. The result of data analysis and SWOT analysis of Vicem Hatien and its main competitors will give the answer for the research question. |
| 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 ; |
| Scholarship Donor(s) | Hatien1 Cement J.S. Company; |