A performance review of ITOCHU Corporation's strategies in Vietnam | |
| Author | Tran Ngoc Trang |
| Call Number | AIT RSPR no. SM-01-119 |
| Subject(s) | ITOCHU Corporation Strategic planning--Vietnam |
| 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-01-119 |
| Abstract | This research is a market study about colorant product in Vietnam in which Sunsilk Colors, a colorant product of the Unilever is our focus. It was launched to the Vietnamese market last year and has experienced failure. Hence, this market study was can'ied out in order to gain some insights about Vietnamese colorant market and at last, to know whether it is viable to re-launch the Sunsilk colorant. With information gathered from retailers, hairdressers and end-users including colorant users, we can see a rather clear picture about the Vietnamese habit in hair care especiaIIy in hair coloring that has become, indeed, a trend to Vietnamese young people these days. However, most of them go to hair salons for hair coloring service and they often do not care much about the colorant brands used but only care about the color come out after coloring. Also, the sellers or hairdressers' recommendation is very important for customers to decide which colorant to use. Regarding Sunsilk Colors, it was rated not good in comparing with other colorants on the market and its only distinguished attribute is "Easy to use". Yet, most of customers consider that the new Sunsilk colorant would be better and if so, they are willing to try it. Therefore, we have suggested a market niche for Sunsilk colorant, which is the In-home-use instead of pursuing the whole market. In addition, a push strategy should be in focus in the promotion mix with the aim to have sellers promote the new colorant to customers. Anyway, we would rather reserve the final decision of whether to re-launch the Sunsilk colorant and how its marketing strategy should be to maximize the possibility of success to the company's management. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-119 |
| 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) | Khang, Do Ba; |
| Examination Committee(s) | Broustail, F. Joel ;Speece, Mark ; |
| Scholarship Donor(s) | Government of Switzerland I Swiss Development and Cooperation (SA V) ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |