TABLE OF CONTENTS

Introduction 1

Chapter I: Theoretical and practical background of competitiveness. 6

1.1. Theoretical background 6

1.1.1. What is competitiveness? 6

1.1.2. Competitive strategy: The core concepts 9

1.1.3. Industry Concepts of Competition 11

1.1.4. Differentiation in competitive strategy 13

1.1.5 Cost Advantage in Competitive strategy 16

1.2. Practical Background of Competitiveness in Vietnam 18

1.2.1. An overview of industry competitiveness in Vietnam 18

1.2.2. An overview of company competitiveness in Vietnam 20

Chapter II: The situation and competitiveness in Tramat Co.,Ltd. 23

2.1. An overview of Tramat Co., Ltd 23

2.1.1. Establishment and development process of Tramat Co., Ltd, 23

2.1.2. Organizational structure of Tramat Co., Ltd. 25

2.2. Trading activities of Tramat Co., Ltd. 27

2.2.1. Trading activities 27

2.2.2. Achievements of the trading activities from 2007 to 2009 31

2.3. General assessments of competitiveness in trading activities of Tramat Co., Ltd 32

2.3.1. Strengths 32

2.3.2. Weaknesses 33

Chapter III: Suggestions and Solutions to Improving Competitiveness of Tramat Co., Ltd 34

3.1. Company’s action plan for 2010: 34

3.2. Challenges the company faces 35

3.3. Solutions to improving competitiveness of Tramat Co., Ltd. 36

3.3.1. Solutions to sales increase and marketing. 36

3.3.2. Solutions to product and warranty. 37

3.3.3. Solutions to improving customer services. 37

3.3.4. Solutions to fostering and motivation staff. 38

CONCLUSION 40

REFERENCES 41