| Author | Hoang Thi Phuong Thao |
| Call Number | AIT RSPR no. SM-96-54 |
| Subject(s) | Marketing research--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 |
| Abstract | As the country moves from a highly controlled economy to an economy characterized by more
aggressive competition, pervasive uncertainty, and unlimited opportunity, many oil foreign
companies entered Vietnam and compete fiercely to achieve high share in lubricant market -
one of most profitable segments in the Vietnamese market now.
Understanding the market conditions for chain members and understanding what and how
consumers want and need become urgent for all the companies which want to be a market
leader. Based on the analysis of data, especially the primary data obtained through a survey
conducted in January and February, 1996 on 18 lubricant retailers and 200 end-users located
in Ho Chi Minh City, this research attempts to better understanding the lubricant market in
Vietnam and develop a consumer purchase pattern for the lubricants, in the case of Shell
Vietnam. Some general recommendations for the marketing mix of Shell Vietnam to increase
market share have also been devised with the most sincere hope of the author that they might
be made use of |
| Year | 1996 |
| 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) | Hertzberg, Ellen |
| Examination Committee(s) | Speece, Mark W. ;Do, Ba Khang |
| Scholarship Donor(s) | Government of Switzerland ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |