[FONT="]Table of contents

[FONT="]

[FONT="]Chapter Title Page

[FONT="]

[FONT="] Title page i

[FONT="] Acknowledgment ii

[FONT="] Abstract . iii

[FONT="] Table of contents . iv

[FONT="] List of figures v

[FONT="] List of tables . vi[FONT="]

[FONT="]1 Introduction . [FONT="]1[FONT="]

[FONT="]1. Rationale [FONT="]1[FONT="]

[FONT="]2. Problem statement [FONT="]1[FONT="]

[FONT="]3. Objectives of the study [FONT="]2[FONT="]

[FONT="]4. Methodology [FONT="]2[FONT="]

[FONT="]5. Scope of the research . [FONT="]3[FONT="]

[FONT="]6. Limitation: [FONT="]3[FONT="]

[FONT="]7. Organization of the research . [FONT="]4[FONT="]

[FONT="]2 Literature review . [FONT="]5[FONT="]

[FONT="]2.1 Definition of SMEs [FONT="]5[FONT="]

[FONT="]2.2. Competitive advantages . [FONT="]7[FONT="]

[FONT="]2.2.1. Low cost [FONT="]8[FONT="]

[FONT="]2.2.2. Differentiation [FONT="]9[FONT="]

[FONT="]2.3. Source of competitive advantages [FONT="]9[FONT="]

[FONT="]2.4. Tools for analyzing competitive advantages [FONT="]10[FONT="]

[FONT="]2.4.1.Value chain . [FONT="]10[FONT="]

[FONT="]2.4.2. Five forces model and macroeconomic environment [FONT="]11[FONT="]

[FONT="]2.4.3. Strengths – Weaknesses - Opportunities - Threats analysis [FONT="]13[FONT="]

[FONT="]2.5. Competitor analysis [FONT="]14[FONT="]

[FONT="]2.6. Position of company in the market [FONT="]14[FONT="]

[FONT="]3 Overview of Small and Medium Enterprises in Vietnam [FONT="]16[FONT="]

[FONT="]3.1. SMEs business in Vietnam . [FONT="]16[FONT="]

[FONT="]3.2. SMEs’ role in the economy and advantages of SMEs development in Vietnam [FONT="]16[FONT="]

[FONT="]3.3. Why SMEs are small in numbers . [FONT="]17[FONT="]

[FONT="]3.4. Characteristics of SMEs in Vietnam [FONT="]18[FONT="]

[FONT="]3.5. Problems facing SMEs [FONT="]18[FONT="]

[FONT="]3.6. Supporting activities for SMEs development in Vietnam . [FONT="]20[FONT="]

[FONT="]4 Son Thuy Office Furniture company and SWOT analysis . [FONT="]21[FONT="]

[FONT="]4.1. Son Thuy background [FONT="]21[FONT="]

[FONT="]4.1.1 Introduction . [FONT="]21[FONT="]

[FONT="]4.1.2 Owners profile [FONT="]21[FONT="]

[FONT="]4.1.3 Organization structure [FONT="]22[FONT="]

[FONT="]4.1.4 Son Thuy’s business progress [FONT="]22[FONT="]

[FONT="]4.2. SWOT analysis . [FONT="]25[FONT="]

[FONT="]4.2.1 Internal scanning [FONT="]25[FONT="]

[FONT="]4.2.2. Findings . [FONT="]29[FONT="]

[FONT="]4.3. External scanning . [FONT="]30[FONT="]

[FONT="]4.3.1. Macro environment . [FONT="]30[FONT="]

[FONT="]4.3.2. Legal environment . [FONT="]32[FONT="]

[FONT="]4.3.3 Demographic environment . [FONT="]34[FONT="]

[FONT="]4.3.4. Social environment [FONT="]34[FONT="]

[FONT="]4.4. Office furniture industry analysis . [FONT="]35[FONT="]

[FONT="]4.4.1. Barrier to entry the office furniture market . [FONT="]35[FONT="]

[FONT="]4.4.2. Bargaining power of suppliers . [FONT="]36[FONT="]

[FONT="]4.4.3. Bargaining power of customers [FONT="]36[FONT="]

[FONT="]4.4.4. Rivalry among competitors . [FONT="]36[FONT="]

[FONT="]4.5. Findings [FONT="]37[FONT="]

[FONT="]4.5.1. Opportunities . [FONT="]37[FONT="]

[FONT="]4.5.2. Threats . [FONT="]37[FONT="]

[FONT="]5 [FONT="]Competitor analysis, findings and discussion [FONT="]39[FONT="]

[FONT="]5.1. Competitor analysis [FONT="]39[FONT="]

[FONT="]5.1.1. Son Thuy position in office furniture market [FONT="]39[FONT="]

[FONT="]5.2. Competitor analysis [FONT="]40[FONT="]

[FONT="]5.2.1. Competitors profile [FONT="]40[FONT="]

[FONT="]5.3. Findings and discussion [FONT="]43[FONT="]

[FONT="]5.4. Benchmarking strengths and weaknesses of Son Thuy with competitors [FONT="]44[FONT="]

[FONT="]5.5. Competitive advantages and vulnerability of competitive advantages [FONT="]48[FONT="]

[FONT="]5.5.1. Competitive advantages [FONT="]48[FONT="]

[FONT="]5.5.2. Vulnerability of competitive advantages . [FONT="]48[FONT="]

[FONT="]5.6. Son Thuy activities against competitors . [FONT="]48[FONT="]

[FONT="]6 [FONT="]Conclusions and recommendations . [FONT="]51[FONT="]

[FONT="]6.1. Conclusions 53

[FONT="]6.2. Recommendations . [FONT="]52[FONT="]

[FONT="]6.2.1. Create higher entry barrier [FONT="]52[FONT="]

[FONT="]6.2.2. Defending its current market share . [FONT="]52[FONT="]

[FONT="]6.2.3. Employee satisfaction . [FONT="]53[FONT="]

[FONT="] Reference 54

[FONT="]Appendix 1 55

[FONT="] Appendix 2 58

[FONT="] Appendix 3 60