Armstrong component parts (Vietnam) CO., LTD. in the spoke, nipple and rim markets in Vietnam
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Date
2009
Authors
Leong, Evans
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Abstract
After 24 years of economic reformation known as Dai Mai, Vietnam has moved from
bicycles to motorcycles and cars, from being one of the poorest countries in the world to being
the world's second fastest growing economy, from importing rice to a position of the world's
second largest rice exporter. Motorcycle has become a popular means of transportation for the
more than 80 million popUlation in Vietnam. The motorcycle industry in Vietnam has developed
since the mid-1990s. With just over 3 million motorcycles on the road in 1995, Vietnam boasted
approximately 18 million registered motorcycles in circulation as of 2006.
Armstrong Component Parts (Vietnam) Co., Ltd. (ACPV) began its operations in Hanoi,
Vietnam in year 2002, specializes in the manufacturing of motorcycle spokes, nipples and rims.
ACPV caters to major Original Equipment Manufacturer motorcycle manufacturers in Vietnam.
The company has since grown to dominate the Spoke and Nipple market with an 85 percent
market share, and is the number two producer of motorcycle rims with an approximate 20
percent of market share.
The purpose of this thesis was to study on how can Armstrong Component Parts
(Vietnam) Co., Ltd. maintain its market leadership in the Spoke and Nipple market and expand
into the Rim market to enjoy greater market share. In this qualitative case study, the write up is
presented along with the PESTLE analysis on Vietnam's macro environment, the Porter's
competitive analysis on the Vietnamese motorcycle industry, an internal analysis on the
company's strengths and weaknesses as well as external opportunities and threats as well as an
identification of relevant strategies that can provide ACPV with competitive advantages in
maintaining its market position and gain greater market share.