| Summary: | 碩士 === 義守大學 === 企業管理學系 === 106 === In the trend of increasingly integration of Vietnam into the global economy, businesses are facing fierce competition. In order to improve operational efficiency and competitiveness in changing business conditions, the development of competitive strategies plays a very important role for any firm. Moreover, the demand of customers requires higher quality and price of instant coffee products. From the theories of competitive strategy by Michael Porter and Parasuraman''s theory of customer satisfaction, the fellow studies the factors that create customer satisfaction for instant coffee product in the Vietnam market. At the same time, the author analyzes the situation, assessing the satisfaction of customers with Vinacafe product in the Vietnamese market compared with other products of Nescafe and Trung Nguyen. From this analysis the author proposes competitive strategies for Vinacafe and enhance Vinacafe''s competitive position in the future.
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