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Positioning Strategy with a New Identity: a Case Study of Vietnam Airlines

In: Business and Management

Submitted By MaiTran
Words 27680
Pages 111
POSITIONING STRATEGY WITH A NEW IDENTITY:
A case study of VIETNAM AIRLINES

by

Le Hong Dac

A research study submitted in partial fulfillment of the requirements for the degree of Master in Business Administration

Examination Committee: Dr. Truong Quang (Chairman) Dr. Clemens Bechter Dr. Lalit.M.Johri

Nationality: Vietnamese
Previous Degree: Bachelor of Economics University of Agriculture and Forestry HoChiMinh City, Vietnam
Scholarship Donor: The Government of Switzerland

Asian Institute of Technology
School of Management
Bangkok, Thailand
August 1999

Acknowledgement

I wish to express my profound gratitude and great appreciation to my advisor Dr. Truong Quang for his valuable guidance, advice and encouragement throughout the research study.

Special thanks are extended to the other members of the Examination Committee, Dr. Clemens Bechter and Dr.Lalit.M.Johri for taking interests and giving valuable suggestions to improve the content of this study.

Deep appreciation and thanks are also extended to Mr. Luong Hoai Nam, Mr. Trinh Ngoc Thanh, Mr. Duong Tri Thanh, Mr. Mai Quoc Tuan, Mr. Nguyen Thuong Hai, Mrs. Nguyen Thi Minh Yen and Mr. Le Dinh Tuan of Vietnam Airlines Corporation for providing me the desired information and data for this research study.

I fall short of words to express my thanks to my family and my friend Ngo Thi Hong Thu for their constant love, moral support and encouragement.

Last but not least, I would like to thank the government of Switzerland for providing me a full scholarship to study at SAV in HCMC, Vietnam and at School of Management in Bangkok, Thailand.

Abstract

There is a strong link between the growth of market...

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