Research Of Marketing Strategy Of Viettien Garment Corporation

Since Vietnam's reform and opening up,the textile and garment industry has always occupied an important part of Vietnam's national economy.Vietnam's garment industry has many favorable conditions for development,such as low labor costs,product diversification.However,with the continuous expansion of domestic and foreign markets and rising demand,Vietnam's garment industry is also facing many challenges.Taking Vietnam Viettien Garment Company as an example,the company is facing increasingly severe internal and external competitive pressure.The internal crisis mainly includes poor financial situation,slow progress of R & D,inefficient traditional marketing means and backward management concept.The external crisis was mainly hit by low prices and high quality textiles from other Asian countries,especially competition from China,the world's largest textile and garment industry,its brand scale is bigger,the operation system is advanced,the product design is novel.In addition to increasingly fierce international competition,a large number of domestic small and medium-sized enterprises in the textile and garment industry in Vietnam are striving to seize market share,product brand,price,quality and service have become the focus of competition.Therefore,in order to maintain and develop the share of the enterprise in the domestic market,Vietnam Garment Coporation should seriously study the internal and external situation of the enterprise and improve the business strategy,especially the marketing strategy,with the Times,to effectively deal with the increasingly fierce market competition.In this paper,Viettien Garment Coporation as the research object,using PEST matrix analysis of enterprises in the macro-political,economic,social,technological environment,this paper analyzes the industry environment of the company from the aspects of entry threat,seller's bargaining power,buyer's bargaining power,substitute threat and industry competition degree,using EFE Matrix to analyze the external key influencing factors of Viettien Garment Co.,Ltd.After that,it uses the SWOT tool to analyze the advantages,disadvantages,opportunities and crises of the enterprise,and combines the actual situation of the enterprise to formulate the implementation plan of the marketing strategy,hoping to increase the market share of the enterprise in the industry,it provides the practical reference for the promotion of the international competitiveness of Vietnam's garment industry.