Thạc Sĩ Marketing strategies for a local consulting firm for foreign investors in vietnam

TABLE OF CONTENTS​
Acknowledgments i
Abstract ii
Table of contents iii
List of Figures v
List of Tables vi
List of Appendices vii
CHAPTER 1 INTRODUCTION
1.1 Statement of the Problem 1
1.2 Objectives of the Study 1
1.3 Scope of the Study 2
1.4 Methodology 2
CHAPTER 2 LITERATURE REVIEW
2.1 Strategy and Strategic Management 5
2.2 Marketing Strategy for a Business Service Firm 6
2.2.1 Market Segmentation 7
2.2.2 Marketing Mix Strategy 7
2.3 The Concept of Effective Marketing Strategy 10
2.4 Consultancy Industry 11
2.5 Tourism and Construction 12
2.5.1 Tourism Industry 12
2.5.2 Construction Industry 13
CHAPTER 3 CONCEPTUAL FRAMEWORK
3.1 Environmental Analysis 14
3.1.1 External Analysis 16
3.1.2 Internal Analysis 18
3.2 Vision, Mission and Objectives 18
3.3 Formulating Marketing Strategies 21
3.3.1 Market Segmentation 22
3.3.2 Marketing Mix 22
3.3.3 Competitive Strategy 23
3.3.4 Strategic Client-Consultant Partnership 24
3.3.5 Organization Strategy 24
3.4 Implementing Marketing Strategies 24
3.5 Controlling Marketing Strategies 26
CHAPTER 4 MARKETING ACTIVITIES
4.1 Marketing Activities in the VFCFIs 27
4.1.1 Marketing activities in the selected firms 28
4.1.2 Services for foreign investors in tourism and construction 32
4.1.3 Marketing activities in other consulting firms 34
4.2 Need of the effective marketing strategies in the VFCTFIs 36
CHAPTER 5 AN APPROACH TO EFFECTIVE MARKETING STRATEGIES
5.1 Environmental Analysis 41
5.1.1 External Analysis 41
5.1.2 Internal Analysis 47
5.2 Vision, Mission and Objectives 53
5.3 Formulating marketing strategies 54
5.3.1 Market Segmentation 55
5.3.2 Marketing Mix 56
5.3.3 Competitive Strategy 58
5.3.4 Strategic Client-Consultant Partnership 59
5.3.5 Organization Strategy 59
5.4 Implementing and Controlling marketing strategies 60
CHAPTER 6 EMPIRICAL LESSONS FROM SOME FOREIGN CONSULTANT FIRMS
6.1 Case 1 : DataConsult - Bangkok 65
6.2 Case 2 : Vatico - Hanoi 68
CHAPTER 7 RECOMMENDATIONS AND CONCLUSION
7.1 Recommendations 70
7.2 Conclusions 73
7.3 Recommendations for further study 74
REFERENCES 75
APPENDICES 78​