| Author | Tran Dang Nguyen |
| Note | A research study submitted in partial fulfillment of the requirements for the Degree of
Master of Business Administration (Executive), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The mobile phone industry in Vietnam is one of the most attractive businesses that attracts
many players. With a population of 84 million people, Vietnam has become the fastest
growth market in the world.
Since the Ministry of Posts & Telecommunications relaxed the regulation and let other
local companies join the market for cellular phone services, the price has plunged
significantly, benefiting both the users and the market in the eyes of foreign investors.
Operators have been facing increasingly competitive markets. Price cutting continues to be
widespread, the offering of value added services has been expanding and innovative
product promotion and packaging is popular. Working in such highly competitive markets,
the Average Revenue per User (ARPU) across the product range has inevitably suffered,
but some equilibrium has been achieved.
With a very competitive and complex market, operators compete with launching new
pricing packages to meet all consumers’ needs. MobiFone is facing difficulties because the
pricing is not flexible under the control of VNPT. Viettel and S-Fone shows their strength
in this area where they design a variety of products which meet all the pockets of
consumers.
The objective of the research is to examine the telecom market in Vietnam and propose
initial steps to consolidate the marketing strategy for MobiFone in highly aggressive
competition. Special consideration has been given to the marketing division and suggested
changes to improve the performance of MobiFone. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Swierczek, Fredric William |
| Examination Committee(s) | Bechter, Clemens;Nguyen Cong Thanh |