Developing organic chicken in the Vietnamese market : case company: poultry processor Giang Son Joint Stock Company (JSC)
Tran, Quynh (2014)
Tran, Quynh
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060311525
https://urn.fi/URN:NBN:fi:amk-2014060311525
Tiivistelmä
Organic food is increasing worldwide and becoming the growing trend for the developed countries nowadays. Consumers’ attitude towards organic food is changing gradually in a positive way. However, as for the targeted country, Vietnamese organic food consumption is in slow movement.
The thesis concentrates on overcoming the current situation by proposing a marketing action plan for the Case Company – the poultry industry Giang Son Joint Stock Company. Although the company is one of the dominant producers in the organic poultry market, the company faces various threats which deeply affect the proper operations. Analyzing the difficulties in the organic food market in general as well as the organic poultry industry, this thesis attempts to assist the Case Company in generating the suggested plan for developing further. However, the thesis takes only product, place and promotion activities into consideration.
The author decides to employ qualitative research method with the deductive approach into the thesis. The data is obtained from a variety of sources, which include interviews, survey and data from the reliable academic database.
The research is divided into two main parts: the theoretical framework and the empirical part. The theoretical framework contains knowledge about organic food and the marketing planning process. The empirical part begins with the current organic industry in Vietnam and the analysis of the Case Company. The suggested action plan for the company is based on the theory in the theoretical framework as well as the situational analysis in Vietnam. The action plan is convinced to support the development of the company in the near future.
The thesis concentrates on overcoming the current situation by proposing a marketing action plan for the Case Company – the poultry industry Giang Son Joint Stock Company. Although the company is one of the dominant producers in the organic poultry market, the company faces various threats which deeply affect the proper operations. Analyzing the difficulties in the organic food market in general as well as the organic poultry industry, this thesis attempts to assist the Case Company in generating the suggested plan for developing further. However, the thesis takes only product, place and promotion activities into consideration.
The author decides to employ qualitative research method with the deductive approach into the thesis. The data is obtained from a variety of sources, which include interviews, survey and data from the reliable academic database.
The research is divided into two main parts: the theoretical framework and the empirical part. The theoretical framework contains knowledge about organic food and the marketing planning process. The empirical part begins with the current organic industry in Vietnam and the analysis of the Case Company. The suggested action plan for the company is based on the theory in the theoretical framework as well as the situational analysis in Vietnam. The action plan is convinced to support the development of the company in the near future.