China Dongfang Electric Corporation To Develop The Marketing Strategy Of Power Projects In Vietnam

In view of the globalization of economies, Dongfang Electric Corporation of China is striving to establish its brand and expanding its space of survival internationally. Because of relatively fast development of the Vietnam economy and its potential opportunities in the Electric Power projects market, it currently attracts more and more attention from international contractors. Due to the good political relationships between China and Vietnam and the direction of their trade development, the development of the Electric Power projects market in Vietnam and its neighboring countries also becomes part of the globalization strategy plan of Dongfang Electric. In the very near future, I will be attending the post as the Chief Representative of Dongfang Electric Corporation in Vietnam. Therefore, the use of the knowledge I learnt from MBA, combined with my practical experience at work, has practical meaning for the Corporation's current development of the electric power projects market in Vietnam and its neighboring countries. This disquisition adopts theoretical exploration and practical analysis methods, using theories of marketing and sales the like as base, pin point the products and services of Dongfang Electric, facing the potential furious market competition within our country, the practical execution of the "go abroad"strategy including the development of the Vietnam electric power projects market must be forced to proceed. In accordance with the Vietnam marketing environment, in consideration of the competitive situation, using SWOT analyzes and STP analysis as basis, applying to Dongfang Electric's development in the Vietnam electric power projects market, this paper suggests a marketing mix for such market. In the end, this article analyses the risk management issue in developing such market. This disquisition is divided into 4 chapters: The first chapter mainly introduced the rationale behind Dongfang Electric Corporation's developing the Vietnam Electric Power projects market, including the brief introduction of Dongfang Electric's and it's position in the Power Generation Equipment manufacturing sector in China, the current situation of electric power projects market in our country, the set up of the "go abroad"strategy of Dongfang Electric, the abroad sales experience of Dongfang Electric and the projects contract market analysis, it suggests the development of Vietnam Electric Power market. This is the background and basis of this disquisition.