| Author | Vu The Dung |
| Call Number | AIT RSPR no. SM-99-97 |
| Subject(s) | Marketing--Vietnam
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master in
Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Vietnamese IT industry is an emerging industry since the beginning of the 90s. The competition in this industry is becoming more and more fierce. Local companies, therefore, have been working hard to build their competitive advantages to better compete in the marketplace. Competitive marketing strategy is one of the most important elements of corporate strategies that aim to build the competitive advantages for companies. The major theme of this research is to apply the modern management and marketing strategic process in a practical case with the objective to expand the market share of the company in case. FPT, an IT leader, is the corporation in case. Through the detail analyses of FPT's competitive capabilities and position, the competitive marketing strategy for FPT is formulated. In addition, the marketing programs are also designed to strengthen the corporation's marketing practice. To conclude, the two major points on the sources of differentiation and building FPT marketing department are recommended. Based on this research further studies can focus on the marketing programs, their organisations, implementations, and controlling through the application of quantitative surveys. This research is conducted by using qualitative method, i.e. in-depth interviews with FPT's managers, sales force, industry's experts, etc. In doing this research, there could be some bias, i.e. data are mainly collected in Hochiminh city. The research, however, is valuable for FPT management and other practitioners who are looking for a systematic approach to strategic management and marketing. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Bechter, Clemens;Swierczek, F.W. |
| Scholarship Donor(s) | Government of Switzerland; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |