B2B Strategy Making and Planning : case: Datnam Techonologies and Trading Company, Ltd.
Hoang, Hong Tu (2013)
Hoang, Hong Tu
Lahden ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305025926
https://urn.fi/URN:NBN:fi:amk-201305025926
Tiivistelmä
There is an increasing demand for safety and security equipment market in Vietnam thanks to the encouragement of the government and the growing concentration on working condition improvement. Therefore the Case Company Datnam Technology and Trading Company, Ltd., a successful SME in Vietnam, realized the rising demand in business to business (B2B) market and assigned the author to do research about this topic.
The purpose of the study is to assist the company to launch the Breath Alcohol Tester (BAT) product FC20 in B2B market. In order to achieve this goal, a situation analysis was conducted, which covered all factors in internal and external environment. Then the target customers were visualized with propositioning of the Case Company. Last efficient strategies were suggested to strengthen the introduction of the new product as well as create the best customer-values.
The theoretical part covered all the analysis methods and marketing concepts available in the study. The data were collected from many sources such as published or electronic books or articles.The interviews with the company and potential customers were also included as a research part.
The empirical part showed how the theories were applied in practice. The result supported the entrance of the Case Company into B2B market with competitive advantage of differentiation. It is also recommended that the company should do more research for further reference to support the success of becoming a market leader in the targeted market in the future.
The purpose of the study is to assist the company to launch the Breath Alcohol Tester (BAT) product FC20 in B2B market. In order to achieve this goal, a situation analysis was conducted, which covered all factors in internal and external environment. Then the target customers were visualized with propositioning of the Case Company. Last efficient strategies were suggested to strengthen the introduction of the new product as well as create the best customer-values.
The theoretical part covered all the analysis methods and marketing concepts available in the study. The data were collected from many sources such as published or electronic books or articles.The interviews with the company and potential customers were also included as a research part.
The empirical part showed how the theories were applied in practice. The result supported the entrance of the Case Company into B2B market with competitive advantage of differentiation. It is also recommended that the company should do more research for further reference to support the success of becoming a market leader in the targeted market in the future.