The motivation for growth has led to Aerolift looking for a new market. According to Greening et al. (1996) expansion into markets in foreign countries is a tremendous way for a company to develop further. Market entry basically means activities associated with bringing a product or service to a potential market. Kumar and Subramaniam (1997) and Nakos and Brouthers (2002) emphasise that entry mode is a critical strategic decision for companies intending to conduct business overseas. The choice of entry mode of firms is important since it highly affects the performance of SMEs (Lu and Beamish, 2001). Because of its important role, entry mode has attracted a lot of attention from various researchers. Therefore, there have been numerous theoretical
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SWOT is an abbreviation of Strengths, Weaknesses, Opportunities and Threats. SWOT is one of the most stable analytical tools, which is used to evaluate strategic management. This analysis is suitable for Aerolift since it identifies not only the firm’s distinctive competencies, but also helps to discover the opportunities that the firm has not yet been able to take advantage of (Wheelen and Hunger 2004, p109). In addition, SWOT is used to combine key issues when analysing a firm and its external business environment. It is usually used to increase the broader application of PESTLE, Porter’s five forces. A number of possible alternative strategies can be analysed by using SWOT analysis. In this thesis, SWOT analysis is utilised for exploring the company’ case in the context of the Vietnamese market. However, SWOT purely describes the resulting information. To increase the reliability of this information, a preliminary strategy was created to analysis information from SWOT, namely TOWS. The TOWS matrix basically also contains the elements of SWOT but is more useful in developing strategy in the cross section. Most of the analysis on SWOT concentrate on taking opportunities by applying strengths but forget analysis challenge to overcome weaknesses. Therefore, this matrix is applied to give a broad analysis of all elements by providing strategy accordingly.
3. Summary of literature review
The chapter gives an overview of the market analysis process conducted by the author. It mainly focuses on theories relating to environmental scanning, market entry strategies and SWOT analysis. These analytic techniques will be useful in helping the case company to design the most suitable strategy when entering a new
SWOT is an abbreviation of Strengths, Weaknesses, Opportunities and Threats. SWOT is one of the most stable analytical tools, which is used to evaluate strategic management. This analysis is suitable for Aerolift since it identifies not only the firm’s distinctive competencies, but also helps to discover the opportunities that the firm has not yet been able to take advantage of (Wheelen and Hunger 2004, p109). In addition, SWOT is used to combine key issues when analysing a firm and its external business environment. It is usually used to increase the broader application of PESTLE, Porter’s five forces. A number of possible alternative strategies can be analysed by using SWOT analysis. In this thesis, SWOT analysis is utilised for exploring the company’ case in the context of the Vietnamese market. However, SWOT purely describes the resulting information. To increase the reliability of this information, a preliminary strategy was created to analysis information from SWOT, namely TOWS. The TOWS matrix basically also contains the elements of SWOT but is more useful in developing strategy in the cross section. Most of the analysis on SWOT concentrate on taking opportunities by applying strengths but forget analysis challenge to overcome weaknesses. Therefore, this matrix is applied to give a broad analysis of all elements by providing strategy accordingly.
3. Summary of literature review
The chapter gives an overview of the market analysis process conducted by the author. It mainly focuses on theories relating to environmental scanning, market entry strategies and SWOT analysis. These analytic techniques will be useful in helping the case company to design the most suitable strategy when entering a new