02604nas|a2200241 i 450000500170000000800410001703500150005810000170007324500720009026000520016230000140021449000520022850001480028050200830042852014470051165000400195870000350199870000470203370000420208071000910212281000840221385600650229720260818171038.0111100s2000    th uu m rtt  00|  a1eng d  a.b118147800 aTran Van Duc13aAn overall strategy of web service provider :bcase study of Vitico  aBangkok :bAsian Institute of Technology,c2000  a58 leaves1 aResearch studies project report ;vno. SM-00-92  aA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management  aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000  aThis study attempted to identify segments in Web Development market in Ho Chi Minh city and to select taget segments for VITICO. Based on this, an overall strategy, including an internally consistent combination of value-base strategy, generic strategy, and investment strategy, was defined. At first, the study examined the basic factors relating to market segmentation. For avoiding disconnection from specific customer needs, the customer segmentation was mainly based on their benefits sought and purchasing interests before being more segmented by demographic. It was found that in long term VITICO should taget Commerce Systems segment and also pay attention to Networked System segment in high profitable cases, but in short term VITICO should also serve the first-time, high potential prostpects in Basic Web segment. For the future success VITICO should set up the suitable values and consider the customers's needs/ wants/ preferences as the root for every decisions and operations. In addition to this, VITICO should choose a high level of Web Development service differentiation to gain a competitive advantage in market targets, especially in Commerce Systems market with the high requirement of professional level and multi - supportting services. It is also necessary to develop the innovation jointly with another company, which has capability in traditional audience development techniques, in the form of strategic alliance.10aInternet service providersxVietnam1 aBechter, Clemens,eChairperson1 aTocquer, Gerard A.,eExamination Committee1 aTruong, Quang,eExamination Committee2 aThe Government of Switzerland Swiss Development Cooperation (SDC), eScholarship Donor2 aAsian Institute of Technology.tResearch studies project report ;vno. SM-00-92  3Full-Textuhttp://203.159.5.9/ait-thesis/detail.php?q=B07082