| Author | Tran Quoc Canh |
| Note | A report 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 | Industrial adhesive market in Vietnam is very promising for its fast growth. At the
moment, the competition is becoming harder and harder. The market is shared by many big
international players and some regional one. The growth in sales volume does not always
keep in track with the growth of the market. Industrial adhesive company in this situation
must require having the competitive advantages for its existing and development.
NSC Vietnam – the company is doing a deeply market analysis for developing its
competitive marketing strategy for the purpose of increasing market share and maximizing
profit. This research is intended to apply SWOT analysis tool to analyze the company
external environment and internal factors of the company.
The purpose of this research is identified what is the special elements of Business-to-
Business market. Why the role of technical service quality is important in the industrial
markets. Which is the right way to improve the service quality to satisfy customer’s need?
Regarding to competitive marketing strategy, Porter’s generic strategy, especially
differentiation strategy, with the aim of creating value added through uniqueness in the
company superior quality product and service, innovation and research, speed and
flexibility, reputation, brand name is suggested. |
| Year | 2008 |
| Type | Research Report |
| 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) | Zee, Rian Beise; |
| Examination Committee(s) | Donyaprueth Krairit;Dimmitt, Nicholas J.; |