TABLE OF CONTENT

Title Page

Title Page . i

Acknowledgement ii

Abstract iii

Table of Content iv

List of Figure vi

List of Table vii

1. Chapter 1 Introduction . 1

1.1. Rationale of the research study 1

1.2. Problem statement 1

1.3. Research methodology . 1

1.3.1. Specific objective . 1

1.3.2. Conceptual frame work of the study 1

1.4. Scope and limitation of the research . 2

1.5. Data collection method . 3

1.6. Presentation of the research study 3

2. Chapter 2 Literature review . 5

2.1. Competitive advantage . 5

2.1.1. Definition 5

2.1.2. Generic building blocks of competitive advantage 6

2.2. Competitive strategy and competitive advantage 6

2.2.1. Three level of strategy . 6

2.3. Strategy formulation process 7

2.3.1. Mission and goals . 7

2.3.2. External analysis . 8

2.3.3. Internal analysis 10

2.3.4. Strategy formulation and strategic choice . 10

2.3.5. Strategy implementation 12

3. Chapter 3 External environment analysis 13

3.1. Societal environment 13

3.1.1. Government and legal factors . 13

3.1.2. Economic factors 14

3.1.3. Social, cultural and demographic factors . 15

3.1.4. Climate and weather factors . 15

3.1.5. Technological factors 16

3.2. Customer analysis . 16

3.2.1. Sample characteristics 17

3.2.2. Customers buying pattern . 17

3.2.3. Customers needs on the products 17

3.2.4. Customer perception about Thaloga’s jackets 19

3.3. Textile and garment industry analysis 19

3.3.1. Industry overview 19

3.3.2. Industry attractiveness and competitor analysis 22

3.4. Summary of external opportunities and threats for Thaloga 25

4. Chapter 4 Internal analysis 26

4.1. Company profile . 26

4.2. Organizational structure 26

4.3. Business operation and goals 28

4.3.1. Business activities 28

4.3.2. Company goals . 28

4.4. Business performance and sales 29

4.4.1. Manufacturing process, quality control and technology . 29

4.4.2. Sales performance and profitability 30

4.5. Marketing 31

4.5.1. Market segmentation and targeted market 31

4.5.2. Product positioning . 31

4.5.3. Pricing 32

4.5.4. Promotion . 32

4.5.5. Distribution . 32

4.5.6. Design and new product development 34

4.5.7. Human resource management 34

4.5.8. Information system 34

4.6. Summary of Thaloga’s strength and weakness . 35

5. Chapter 5 developing competitive strategies for thaloga 36

5.1. SWOT analysis . 36

5.1.1. Summary of strategic situation for the company . 36

5.1.2. SWOT strategies 36

5.2. Alternatives competitive strategies for Thaloga . 37

5.2.1. Cost leadership strategy 37

5.2.2. Differentiate strategy . 38

5.2.3. Focus strategy . 39

5.3. Strategy evaluation . 39

5.3.1. Cost leadership strategy: . 39

5.3.2. Differentiation strategy: 40

5.3.3. Focus strategy: 40

6. Chapter 6 Conclusion and recommendation 41

6.1. Conclusion 41

6.2. Recommendation 41

BIBLIOGRAPHY . i

APPENDICES iii

[FONT="]

LIST OF FIGURE

Figure 1.1 Conceptual framework of the research study 2

Figure 2.1 Value to customer and producer 5

Figure 4.1 Production process 29

Figure 4.2 Company distribution channel 33

[FONT="]

LIST OF TABLE

Table 2.1 Competitive strategy and required competencies 11

Table 3.1 GDP growth rate in 1992-2000 period 14

Table 3.2 GDP per capita in 1996-2000 period 15

Table 3.3 Number of firms in the garment industry as of 1998 20

Table 3.4 Production capacity of Vietnam Textile and Garment industry as of 1998 20

Table 3.5 Export turnover of textile and garment industry in 1994-2000 period 29

Table 5.1 Summary of strategic factors 36

Table 5.2 Summary of strategy valuation 40

[FONT="]