| Author | Vu Quang Hung |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (Vietnam), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | Marketing is not a strange issue in banking sector. It has been paid attention since 1990s
when Vietnam economy bloomed, and foreign banks joined into financial market.
However, most of marketing researches has just focused on banks, and hardly any research
has been done for financial companies.
Coal-Mineral Financial Company (CMF) is a newly member of Vietnamese financial
market with 5 years operation. CMF’s managers always consider marketing strategies as
an important factor to develop and expand the company. However, CMF still has not been
a strong brand in the market. The main aim of this study is to develop the marketing
strategies, which are suitable with current CMF’s market position, its benefits and key
factor of customer satisfaction of CMF.
The research has shown that competitiveness of CMF is still at “low level” and make
recommendations to improve CMF’s marketing capability. |
| Year | 2012 |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Bechter, Clemens;Sununta Siengthai |
| Examination Committee(s) | Do Ba Khang |
| Scholarship Donor(s) | Vinacomin and NEC |