Buiding 03 -Year business strategy for Xuan Cau Company Limited in Scooter Trading Business Nguyễn Trung Đức Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05 Người hướng dẫn: TS Nguyễn Thị Phi Nga Năm bảo vệ: 2011 Keywords Quản lý tiếp thị; Chiến lược kinh doanh; Xe máy tay ga; Công ty trách nhiệm hữu hạn Content TABLE OF CONTENTS ACKNOWLEDGEMENTS i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF FIGURE ix LIST OF TABLE x LIST OF ABBRIVIATIONS xi INTRODUCTION 1 The PROBLEM Objective / Aims Scope of Works Research questions Data sources & Processing Methods / Approaches Significance Limitations Expectation Results 10 Contents CHAPTER 1: LITERATURE REVIEW 1.1 Strategy definition 1.1.1 Definition 1.1.2 Classification 1.1.3 Specific characteristics 1.2 The Role of Business Strategy 1.3 Building Strategy Process 1.3.1 External Analysis 1.3.2 Internal analysis 14 1.3.3 SWOT analysis 19 1.4 Strategy Selection 22 1.4.1 Generic Strategy 22 1.4.2 Functional Strategy 24 1.5 Strategy Implementation and Evaluation 25 CHAPTER 2: BUILDING BUSINESS STRATEGY FOR XUAN CAU COMPANY LIMITED 26 2.1 Overview of Vietnam Scooter Market - PIAGGIO Market in Hanoi 26 2.1.1 Overview of Vietnam Scooter Market 26 2.1.2 Overview of PIAGGIO Market in Vietnam 29 2.1.3 Overview of PIAGGIO Market in Hanoi 32 2.2 Characteristics of a PIAGGIO Dealer 33 2.3 Xuan Cau Limited Company Overview 36 2.4 Xuan Cau Company Strategy Building Process 38 2.4.1 External environment analysis 38 2.4.2 Internal environment analysis 63 1.5 Strategy Formulation and Choices 75 1.5.1 SWOT analysis 75 1.5.2 Strategy Selection 76 1.5.2.1 Expand distribution network in Hanoi new expanding areas 76 2.5.1.2 Differentiation 76 2.5.1.3 Improving marketing activities topromote Xuan Cau brand and service 77 2.5.1.4 Improve the Company’s management 78 CHAPTER 3: RECOMMENDATIONS FOR STRATEGIC IMPLEMENTATION PLAN80 3.1 Target of the Strategy .80 3.2 Solution to implement strategy 80 3.2.1 Differentiation Strategy 80 3.2.2 Improve Management 82 3.3 Action Plan .83 CONCLUSION 84 REFERENCE 85 References Vietnamese Xuan Cau Limited Company (2008 - 2011)Annual Sales report Xuan Cau Limited Company (2008 - 2011), Annual Market research Ministry of Public Security.(2003, 2005 & 2011), Guidelines on vehicle registration Ministry of Transport (2009 - 2011), Statistical report on Vehicle registration State Bank of Vietnam (2011), Decision on monetary control General Statistic Office (2008 - 2011),GDP, Population and Vehicle import and export report PIAGGIO Dealers.(2010 & 2011) Commitment in doing Marketing and Sales in Hanoi market English Michael E Porter (1985),Competitive Advantage: Creating and Sustaining superior Performance PIAGGIO Vietnam (2009 & 2010), Commercial Policies PIAGGIO Vietnam (2008 - 2011), Dealer Convention Document and Report Asia Development Bank (2011), Vietnam Infaltion report ... Generic Strategy 22 1.4.2 Functional Strategy 24 1.5 Strategy Implementation and Evaluation 25 CHAPTER 2: BUILDING BUSINESS STRATEGY FOR XUAN CAU COMPANY LIMITED. .. Dealer 33 2.3 Xuan Cau Limited Company Overview 36 2.4 Xuan Cau Company Strategy Building Process 38 2.4.1 External environment analysis 38 2.4.2 Internal environment... Vietnamese Xuan Cau Limited Company (2008 - 2011)Annual Sales report Xuan Cau Limited Company (2008 - 2011), Annual Market research Ministry of Public Security.(2 003, 2005 & 2011), Guidelines on