| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 100 === Followed in the BRICS (BRICS, Brazil, Russia, India and China) after the VISTA (Vietnam, Indonesia, South Africa, Turkey, Argentina) in the five countries, Taiwanese business people have the advantage of opportunity of Vietnam. Because Vietnamese government had “economic innovation” from 1986, began with the world economy, investment and opening up foreign-funded enterprises since 1988. In order to promote and enhance the economic development of southern Vietnam that has become the first choice for foreign capital to invest. Vietnam is an emerging country, has a Worldwide No. Four on motorcycle market following by China、India and Indonesia. The total volume was 3.5 million on 2011. The case company is a manufacturing of the Aluminum wheels for motorcycle, then install on Honda、Yamaha、Suzuki、Piaggio and VMEP motorcycle, 60% of Aluminum wheels business coming from OEM, 30% comes from the aftermarket. Due to the competitor from China used the low cost strategy to bit the market. Case company wants to through this research to find out a best practice on marketing strategy to gain the Vietnam market share and also forward to ASEAN market in the future. The study found that Vietnam and Taiwan’s cultures are similar and there are many opportunities for development, much like the early stage of Taiwan economic take off period. Product and Place are the winning marketing strategies. For Place, company can choose the right target market, by the big cities of distribution supplier to proceed. For Product, company need to be self-product quality improvement and take the difference of product sales, to cater to local customers.
Successfully marketing the case in order to provide Taiwanese business development in Vietnam reference and suggestions and hope that this research can bring to the strain of the Vietnam marketing can improve their competitiveness and sustainable management.
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