Thạc Sĩ Competitive advantages in office furniture industry in vietnam: A case study of son thuy company

Table of contents

Chapter Title Page

Title page i
Acknowledgment ii
Abstract . iii
Table of contents . iv
List of figures v
List of tables . vi
1 Introduction . 1
1. Rationale 1
2. Problem statement 1
3. Objectives of the study 2
4. Methodology 2
5. Scope of the research . 3
6. Limitation: 3
7. Organization of the research . 4
2 Literature review . 5
2.1 Definition of SMEs 5
2.2. Competitive advantages . 7
2.2.1. Low cost 8
2.2.2. Differentiation 9
2.3. Source of competitive advantages 9
2.4. Tools for analyzing competitive advantages 10
2.4.1.Value chain . 10
2.4.2. Five forces model and macroeconomic environment 11
2.4.3. Strengths – Weaknesses - Opportunities - Threats analysis 13
2.5. Competitor analysis 14
2.6. Position of company in the market 14
3 Overview of Small and Medium Enterprises in Vietnam 16
3.1. SMEs business in Vietnam . 16
3.2. SMEs’ role in the economy and advantages of SMEs development in Vietnam 16
3.3. Why SMEs are small in numbers . 17
3.4. Characteristics of SMEs in Vietnam 18
3.5. Problems facing SMEs 18
3.6. Supporting activities for SMEs development in Vietnam . 20
4 Son Thuy Office Furniture company and SWOT analysis . 21
4.1. Son Thuy background 21
4.1.1 Introduction . 21
4.1.2 Owners profile 21
4.1.3 Organization structure 22
4.1.4 Son Thuy’s business progress 22
4.2. SWOT analysis . 25
4.2.1 Internal scanning 25
4.2.2. Findings . 29
4.3. External scanning . 30
4.3.1. Macro environment . 30
4.3.2. Legal environment . 32
4.3.3 Demographic environment . 34
4.3.4. Social environment 34
4.4. Office furniture industry analysis . 35
4.4.1. Barrier to entry the office furniture market . 35
4.4.2. Bargaining power of suppliers . 36
4.4.3. Bargaining power of customers 36
4.4.4. Rivalry among competitors . 36
4.5. Findings 37
4.5.1. Opportunities . 37
4.5.2. Threats . 37
5 Competitor analysis, findings and discussion 39
5.1. Competitor analysis 39
5.1.1. Son Thuy position in office furniture market 39
5.2. Competitor analysis 40
5.2.1. Competitors profile 40
5.3. Findings and discussion 43
5.4. Benchmarking strengths and weaknesses of Son Thuy with competitors 44
5.5. Competitive advantages and vulnerability of competitive advantages 48
5.5.1. Competitive advantages 48
5.5.2. Vulnerability of competitive advantages . 48
5.6. Son Thuy activities against competitors . 48
6 Conclusions and recommendations . 51
6.1. Conclusions 53
6.2. Recommendations . 52
6.2.1. Create higher entry barrier 52
6.2.2. Defending its current market share . 52
6.2.3. Employee satisfaction . 53
Reference 54
Appendix 1 55
Appendix 2 58
Appendix 3 60