[FONT="]TABLE OF CONTENTS

[FONT="]CHAPTER

[FONT="]TITLE

[FONT="]PAGE

[FONT="]Title Page

[FONT="]Acknowledgments

[FONT="]Abstract

[FONT="]Table of Contents

[FONT="]List of Figures

[FONT="]List of Tables

[FONT="]INTRODUCTION

[FONT="]1.1. General ideas

[FONT="]1.2. Statement of the problem

[FONT="]1.3. Objective of the study

[FONT="]1.4. Scope and limitation

[FONT="]1.5. Organization of the study

[FONT="]THE APPROACHES TO COMPETITIVE STRATEGY AND BEER INDUSTRY: AN OVERALL VIEW

[FONT="]2.1. The nature of corporate strategy

[FONT="] 2.1.1. Integrated definition

[FONT="] 2.1.2. Hierarchical level of strategy

[FONT="]

[FONT="]

[FONT="]2.2. Strategic management process

[FONT="]2.3. Competitor analysis and competitive strategy for a

[FONT="] company

[FONT="] 2.3.1. Structural analysis of the competitive

[FONT="] environment

[FONT="] 2.3.2. Internal analysis

[FONT="]2.4. Beer industry in the world

[FONT="]18

[FONT="] 2.4.1. Beer - a familiar product

[FONT="] 2.4.2. US beer market

[FONT="] 2.4.3. European beer industry

[FONT="] 2.4.4. Asian beer market

[FONT="]1

[FONT="]RESEARCH METHODOLOGY

[FONT="]3.1. Conceptual framework

[FONT="]3.2. Data sources

[FONT="]3.3. Data collection method

[FONT="]3.4. Data analysis

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[FONT="]4

[FONT="]EXTERNAL ANALYSIS

[FONT="]4.1. Overview of Vietnamese economy

[FONT="] 4.1.1. Economic growth

[FONT="] 4.1.2. Political and legal factors

[FONT="]4.2. Some economic features of Quangnam Danang

[FONT="] province and Danang city

[FONT="]4.3. Beer industry in Vietnam

[FONT="] 4.3.1. Overview

[FONT="] 4.3.2. Consumption pattern

[FONT="] 4.3.3. Competition

[FONT="] 4.3.4. New entrance

[FONT="] 4.3.5. Substitutes

[FONT="]4.4. Danang beer market

[FONT="] 4.4.1. Overview

[FONT="] 4.4.2. Breweries in Danang market

[FONT="]4.5. Competitor analysis focusing on the central region

[FONT="] 4.5.1. Saigon Brewery Company

[FONT="] 4.5.2. Vietnam Brewery Ltd.

[FONT="] 4.5.3. BGI-Tiengiang

[FONT="] 4.5.4. Hue Brewery Ltd.

[FONT="] 4.5.5. Quangngai Brewery Company

[FONT="] 4.5.6. Golden Dragon Brewery Ltd.

[FONT="] 4.5.7. Local Breweries in Danang city

[FONT="] 4.5.8. Summary strengths and weaknesses

[FONT="]4.6. Conclusions on Opportunities and Threats for DBC

[FONT="]INTERNAL ANALYSIS

[FONT="]5.1. History of Danang Brewery Company

[FONT="]5.2. DBC's mission

[FONT="]5.3. Analysis of company's activities

[FONT="] 5.3.1. Beer production at DBC

[FONT="] 5.3.2. Products

[FONT="] 5.3.3. Product quality

[FONT="] 5.3.4. Pricing policy at DBC

[FONT="] 5.3.5. DBC's distribution

[FONT="] 5.3.6. Packaging and other promotion

[FONT="] 5.3.7. Brewing technology

[FONT="] 5.3.8. Organization structure and HRM

[FONT="] 5.3.9. Finance

[FONT="]5.4. DBC strengths and weaknesses

[FONT="]STRATEGIC ALTERNATIVES AND A RECOMMENDED STRATEGY

[FONT="]6.1. Designing competitive strategy

[FONT="] 6.1.1. Market segmentation and DBC's target market

[FONT="] 6.1.2. Basic strategic alternatives

[FONT="] 6.1.3. Investment strategy

[FONT="] 6.1.4. Marketing mix strategy

[FONT="]6.2. A new challenge for DBC's strategists

[FONT="] 6.2.1. A dilemma: Competitor or Alliance

[FONT="] 6.2.2. DBC's strategy in context of

[FONT="] "Going with alliance"

[FONT="]CONCLUSIONS AND RECOMMENDATIONS

[FONT="]7.1. Conclusions

[FONT="]7.2. Recommendations on implementation

[FONT="] 7.2.1. Establishing a marketing team

[FONT="] 7.2.2. Using Information System

[FONT="] 7.2.3. Setting up the criteria for distributors selection

[FONT="] and management

[FONT="] 7.2.4. Training program on marketing and strategic

[FONT="] management for the managers

[FONT="]7.3. Recommendations on the Government's policies

[FONT="] related to beer industry

[FONT="] 7.3.1. In come tax for state-owned enterprises

[FONT="] 7.3.2. Special sales tax on beer product

[FONT="]7.4. Recommendations for further research

[FONT="]REFERENCES

[FONT="]APPENDICES

[FONT="]APPENDIX 1: DBC'S BALANCE SHEET

[FONT="]APPENDIX 2: DBC'S INCOME STATEMENT

[FONT="]APPENDIX 3: DBC'S PRODUCTION COSTS

[FONT="]APPENDIX 4: QUESTIONNAIRES

[FONT="]APPENDIX 5: LIST OF BEER BRANDS IN

[FONT="] VIETNAMESE MARKET