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

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995

The most decisive phase of reform in the Vietnamese economy was initiated in 1989. Foreign investment is being actively encouraged. Number of foreign investors coming to the country increases quickly. As a result, many Vietnamese Firms Consulting Foreign Investors (VFCFI) have established to meet high consulting demand. However, the marketing activities in those newly-established VFCFis are extremely poor. This research aims to point out an approach to effective marketing strategies for a VFCFI. Consequently, Strengths Weaknesses Opportunities and Threats (SWOT) analysis have conducted in the selected VFCFis in order to design the marketing strategy. Designing marketing strategy focuses on market segmentation, marketing mix, competitive strategy, strategic client-consultant partnership and organizational strategy. Empirical lessons in designing and implementing marketing strategies in two foreign consulting firms are also discussed in the research. Finally, the recommendations in both macro and micro environment of the consulting industry in Vietnam have being made which enable the VFCFis, especially the selected consulting firms to operate their business effectively.