| Author | Nguyen Bao Hanh |
| Call Number | AIT RSPR no. SM-99-120 |
| Subject(s) | Competition--Vietnam--Saigon
|
| 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-99-120 |
| Abstract | Liquefied Petroleum Gas (LPG) in Vietnam is a prospective market. At the present,
however, the market is shared by many companies, the consumption growth rate does not
keep pace with the growth of companies. A LPG company, in this circumstance, requires a
competitive marketing strategy for existing and development.
In-depth interviews with key personnel in marketing field of the big four LPG
companies have been conducted. A customer survey of 150 questionnaires has been taken at
five markets in HoChiMinh City.
To help Petrolimex Gas Saigon (PGS)- the company is selected for deeply analysisdevelops its competitive marketing strategy for enhancing market share and getting profit, this
research is intended to analyze external environment and internal factors of the company,
from that its SWOT can be defined.
The study dictates the company image, product safety and convenience, which
coincide with customer's preferences, are strong points of PGS.
From overall assessment of industry attractiveness, the company' advantages and
business goals, differentiation strategy of business level is selected.
Regarding to marketing strategy, positioning strategy, including main points such as
highlight brand name and company image, offer high quality products, concentrate on
Price/Quality value, supported by a feasibly specific marketing program (the 4Ps), is
suggested. The study also concentrates to develop aggressive promotion campaign and
intensive distribution network for this type of convenience goods. |
| Year | 1999 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-99-120 |
| 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) | Speece, Mark W.;Bechter, Clemens ; |
| Scholarship Donor(s) | The Government of Switzerland |
| Degree | Research studies project report (M.B.A) - Asian Institute of Technology, 1999 |