| Author | Vo Thi Viet |
| Note | A project study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | SPV is a well-known printer in Vietnam, and it is facing big challenges in business
development with the growth of its competitors in terms of size and number. In order to
enhance its competitive advantages to grow its business further in Vietnam and global
market, the author of this report – as a Sales & MKT manager of SPV, carry on a research
to analyze the situation of paperboard packaging industry aiming to achieve the understand
about clients’ expectation and competitors’ competence.
The author has used famous business analysis methods to analyze the industry and
company business environment. Methods used include competitor analysis, Porter’s Five
Forces and SWOT. Competitor analysis is to analyze who are SVP’s competitors and how
they perform in the market. Porter’s Five Forces analysis is to understand SPV’s situation
and position in the paperboard packaging business environment. SWOT analysis is to show
the Strengths / Weakness and the Opportunities/ Threats of the company.
To understand the customer’s feedback about SVP’s performance, the author used the
result of “Customer Satisfaction Measurement” conducted by Sales & MKT Team of SPV
to analyze deeper the comment of customer for each criterion. In addition, the author has
interviewed some representatives of company’s main clients to understand deeper their
expectation about the company’s product, service and quality. Besides, from the interviews
the author tried to get some information about clients’ comment about SPV performance
compared to other printer performances in the market. Last purpose of interviews is to
understand the customer’s expectations about the new trends for paperboard packaging.
From the findings on mentioned analysis, the author draws some recommendations for
improvement of cost and benefit advantages. In addition, recommendations for business
strategy of focus and differentiation are suggested to focus on luxury packing and
outstanding finishing / design for packaging to enhance competitive advantages. |
| Year | 2013 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Winai Wongsurawat;Vatcharapol Sukhotu |
| Examination Committee(s) | Hadikusumo, Bonaventura H.W. |
| Scholarship Donor(s) | Starprint Co., Ltd |