Thạc Sĩ Developing competitive strategy: A case study of danang brewery company in vietnam

TABLE OF CONTENTS ​CHAPTER ​TITLE ​PAGE

Title Page
Acknowledgments
Abstract
Table of Contents
List of Figures
List of Tables

INTRODUCTION

1.1. General ideas
1.2. Statement of the problem
1.3. Objective of the study
1.4. Scope and limitation
1.5. Organization of the study
THE APPROACHES TO COMPETITIVE STRATEGY AND BEER INDUSTRY: AN OVERALL VIEW



2.1. The nature of corporate strategy
2.1.1. Integrated definition
2.1.2. Hierarchical level of strategy
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2.2. Strategic management process

2.3. Competitor analysis and competitive strategy for a
company
2.3.1. Structural analysis of the competitive
environment
2.3.2. Internal analysis
2.4. Beer industry in the world
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2.4.1. Beer - a familiar product
2.4.2. US beer market
2.4.3. European beer industry
2.4.4. Asian beer market

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RESEARCH METHODOLOGY



3.1. Conceptual framework

3.2. Data sources

3.3. Data collection method

3.4. Data analysis
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EXTERNAL ANALYSIS

4.1. Overview of Vietnamese economy
4.1.1. Economic growth
4.1.2. Political and legal factors
4.2. Some economic features of Quangnam Danang
province and Danang city
4.3. Beer industry in Vietnam
4.3.1. Overview
4.3.2. Consumption pattern
4.3.3. Competition
4.3.4. New entrance
4.3.5. Substitutes
4.4. Danang beer market
4.4.1. Overview
4.4.2. Breweries in Danang market
4.5. Competitor analysis focusing on the central region
4.5.1. Saigon Brewery Company
4.5.2. Vietnam Brewery Ltd.
4.5.3. BGI-Tiengiang
4.5.4. Hue Brewery Ltd.
4.5.5. Quangngai Brewery Company
4.5.6. Golden Dragon Brewery Ltd.
4.5.7. Local Breweries in Danang city
4.5.8. Summary strengths and weaknesses
4.6. Conclusions on Opportunities and Threats for DBC
INTERNAL ANALYSIS

5.1. History of Danang Brewery Company
5.2. DBC's mission
5.3. Analysis of company's activities
5.3.1. Beer production at DBC
5.3.2. Products
5.3.3. Product quality
5.3.4. Pricing policy at DBC
5.3.5. DBC's distribution
5.3.6. Packaging and other promotion
5.3.7. Brewing technology
5.3.8. Organization structure and HRM
5.3.9. Finance
5.4. DBC strengths and weaknesses
STRATEGIC ALTERNATIVES AND A RECOMMENDED STRATEGY


6.1. Designing competitive strategy
6.1.1. Market segmentation and DBC's target market
6.1.2. Basic strategic alternatives
6.1.3. Investment strategy
6.1.4. Marketing mix strategy
6.2. A new challenge for DBC's strategists
6.2.1. A dilemma: Competitor or Alliance
6.2.2. DBC's strategy in context of
"Going with alliance"
CONCLUSIONS AND RECOMMENDATIONS

7.1. Conclusions
7.2. Recommendations on implementation
7.2.1. Establishing a marketing team
7.2.2. Using Information System
7.2.3. Setting up the criteria for distributors selection
and management
7.2.4. Training program on marketing and strategic
management for the managers
7.3. Recommendations on the Government's policies
related to beer industry
7.3.1. In come tax for state-owned enterprises
7.3.2. Special sales tax on beer product
7.4. Recommendations for further research

REFERENCES

APPENDICES

APPENDIX 1: DBC'S BALANCE SHEET
APPENDIX 2: DBC'S INCOME STATEMENT
APPENDIX 3: DBC'S PRODUCTION COSTS
APPENDIX 4: QUESTIONNAIRES
APPENDIX 5: LIST OF BEER BRANDS IN
VIETNAMESE MARKET

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