| Author | Truong Xuan Quang |
| Call Number | AIT RSPR no. SM-00-91 |
| Subject(s) | Dairy products--Vietnam--Marketing
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| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-00-91 |
| Abstract | Vinamilk is the largest dairy company in Vietnam. It provides a wide range of dairy products, in which ice cream plays an important role. Vinamilk used to be the biggest ice cream producer in Vietnam. However, the company has lost significant market share to Wall's Ice Cream of Unilever since this Anglo-Dutch giant entered Vietnam in 1997. In order to regain the market share of the frozen refreshment business, Vinamilk has developed a new product. The objective of this study is to develop an effective marketing strategy for launching a new dairy product. Based on the examination and analysis of the external and internal environment, the study will determine strengths, weaknesses, opportunities and threats (SWOT) of Vinamilk. Derived from the SWOT and based on the on the marketing strategy formulation process, the study will develop the most appropriate marketing strategy for a successful launching new dairy product. Finally, key recommendations are suggested for the company to be able to implement the proposed marketing strategy |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-00-91 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierczek, Fredric William.; |
| Examination Committee(s) | Bechter, Clemens.;Truong Quang; |
| Scholarship Donor(s) | Government of Switzerland; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |