Yamaha Strategy in VietNam

7/24/2019 Yamaha Strategy in VietNam

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MINISTRY OF EDUCATION AND TRAINING

HOA SEN UNIVERSITY

FACULTY OF ECONOMIC AND COMMERCE

STUDY REPORT FOR INTERNATIONAL

BUSINESS MANAGEMENT SUBJECT

TOPIC:

OPERATIONS AND BUSINESS

STRATEGIES OF YAMAHA MOTOR

VIET NAM

Name : Nguyen Ngoc Thuy Lnh

S!u"en! #o"e : $%%&%'(

#)a** : NT+$+

In*!,uc!o, : ThD- Pham Th Bch Ngoc

06/2015

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Ta.)e o/ #on!en!*

I. AN OVERVIEW OF YAMAHA MOTOR---------------------------------------------------------------&

I.1 History and development of the Japanese company Yamaha-----------------------------&

I.2 History and development of the Yamaha Motor Vietnam-----------------------------------&

II. YAMAHA OPERATIONS------------------------------------------------------------------------------------0

II.1 Research and development----------------------------------------------------------------------------------0

II.2 Productions----------------------------------------------------------------------------------------------------------1

II.3 ustomer services------------------------------------------------------------------------------------------------2

III. COMPARISON BUSINESS STRATEGIES BETWEEN YAMAHA AND

HONDA IN VIETNAM MARKET---------------------------------------------------------------------------------'

III.1 Products !trate"y-------------------------------------------------------------------------------------------------(

III.2 Price !trate"y-----------------------------------------------------------------------------------------------------+%

III.3 #istri$ution !trate"y------------------------------------------------------------------------------------------++

IV. COMPETITOR ANALYZING HONDA VIETNAM-------------------------------------++

V. SWOT- SOLUTIONS----------------------------------------------------------------------------------------------+3

V.1 !%ot --------------------------------------------------------------------------------------------------------------------+3

V.2 !olutions to help mar&et the product consumption-------------------------------------------+&

VI. CONCLUSION-----------------------------------------------------------------------------------------------------+0

REFERENCES---------------------------------------------------------------------------------------------------------------+1

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I. AN OVERVIEW OF YAMAHA MOTOR

I.1 History and development of the Japanese company Yamaha

Yamaha #o,4o,a!on /o,me" an" "e5e)o4e" a* !o"ay6 !han7* !o h* un8ue "ea*4,e*"en! Gench 9aa7am- In +(036 /,om h* *ayng Gench 9aa7am: ;I an! u* !o

!,y !o manu/ac!u,e mo!o,cyc)e engne*-; Then he .egan !o ,e*ea,ch6 a44)y on !u,.o4,o4

a,c,a/! u*e" n u4!e,6 Ec!e,6 --- Be*"e*6

ma,7e! n Ve!nam ha* !he *coo!e, a*: Nou5o6 #)a***co6 No??a6 G,an"e6 --

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Com!"# N!m$: Yamaha Mo!o, #o-6 L!"- Ve!nam

H$!%&'!()$(*: 1 Tha Phen6 Le Da Hanh a4an Yamaha Mo!o,: &1

Fo,e*!,y #o,4o,a!on Ve!nam: 3%

n"u*!,a) com4any Hong Leong Ma)ay*a: $&

Yamaha Mo!o, Ve!nam #om4any ha* "e5e)o4men! 4ha*e* !h !a,ge! man * !he

/un"amen!a) e)emen!- P,o"uc! an" com4any o4e,a!on* a)ay* am: ;#on8ue,ng !he

hea,!* cu*!ome,* :- The com4any@* goa) !o 4,o5"e ou, cu*!ome,* !he .e*! 4,o"uc!*6

4,o5"e cu*!ome,* !h *a!*/ac!on6 *a!*/ac!on an" 4)ea*u,e hen u*ng Yamaha

4,o"uc!*

The mo!!o o/ !he com4any .a*e" on ;Ho !o ma,7e! an" cu*!ome, o,en!e" :- Man

mo!!o "e,5e" /,om !he /ee".ac7 o/ cu*!ome,* con5ey !o "ea)e,* an" ,e)a!e" 4a,!e* o/

Yamaha Mo!o, Ve!nam-


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/,en")ne**6 *en*e o/ /un an" e//ec!5e a, !,a//c hgh /ue) con*um4!on ,a!e- The gene,a)

"ea o/ !he B)ue #o,e engne * ;a 4e,/ec! 4)a!/o,m engne; !h,ough !he cen!,a)?e" 3

4on!*: ;R*ng /ue) com.u*!on e//cency;6 ;Re"uc!on o/ ene,gy )o**e*; an" ;P,ec*e

con!,o) ho .)en"e" /ue) gn!on !mng ;-

Snce $%+36 Yamaha Mo!o, .egan changng h* *)ogan !o Re5* You, Hea,! = B,ng

ou! !he 4a**on- Re5 You, Hea,! a,e "e/ne" a* !he mo!!o o/ n*4,a!on /o, !he ",5e,

hen *4ee" u4 !he 5ehc)e-

II.2 Productions

hart ' sales of motorcycle manufacturers in Vietnam in 2(1)

In $%+&6 Hon"a *o)" mo,e !han +-( m))on un!*6 u4 $ com4a,e" !o $%+3-

P)acng No- $ a* Yamaha Mo!o, Ve!nam !h *a)e* o/ 13361$$ 5ehc)e*6 "on +3-3

com4a,e" !h 4e,o" o/ $%+3- In 4a,!cu)a,6 *a)e* o/ *coo!e,* e,e "on !o 3%6 h)e

ca, num.e,* /e)) ' !o !he )e5e) o/ +++ !hou*an" un!*6 ,e*4ec!5e)y6 an" 0$$ !hou*an"

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un!*-


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mo!o,cyc)e ma,7e! /o, !he )onge*! a,,an!y- Meanh)e6 o!he, )a,ge /,m* on)y ha5e a

mamum a,,an!y o/ $ yea,*-

In a""!on6 /o, many yea,*6 Yamaha a)*o "e4)oy mo!o,.7e ,e4a, *e,5ce* V- a7a

Mo.)e Se,5ce !h !o man /unc!on* an" eme,gency ,oa"*"e *e,5ce an"

man!enance ,e4a,* a! o5e, $0% mo!o,cyc)e* nha5o "e"ca!e" a),ea"y 4,o5"e* 3S

"ea)e,* ac,o** !he coun!,y- #u*!ome,* can con!ac! !he ho!)ne 5a !he agen! o, o4e,a!o,

+'%%+0'' !o .e *e,5e"-

To 4e,/o,m man!enance mo"e an" a* )ong=!e,m a,,an!y on no6 Yamaha ha* $S *y*!em

CSe,5ce a,,an!y *e,5ce6 a/!e,=*a)e* man!enance an" S4a,e Pa,!* = genune 4a,!* a! a))

"*!,c!* ac,o** !he coun!,y an" 3S *y*!em* C*a)e* = *a)e* an" Se,5ce6 S4a,e Pa,!* a,e

o4ene" n a)) mao, c!e*-

III. COMPARISON BUSINESS STRATEGIES BETWEEN YAMAHA AND

HONDA IN VIETNAM MARKET

Motor$i&e mar&et in Vietnam in 2(1)

No! on)y n Ve!nam .u! a)*o n !he o,)" o, n >a4an6 Hon"a ha* a)ay* .een !he

mo*! 4oe,/u) mo!o,cyc)e manu/ac!u,e,*- Secon" 4)ace a/!e, Hon"a@* com4any Yamaha-

A! !he Ve!nam ma,7e!6 !he $ au!oma7e, ha* a)ay* accoun!e" /o, o5e, (% o/ ma,7e!

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*ha,e hch ha* 4,o5e" .o!h Yamaha an" Hon"a a,e !he ,gh! *!e4 n !he "e5e)o4men!

!,en" con**!en! !h con*ume,* n Ve!nam-

Hon"a * !he ",ec! com4e!!o,* n !he ma,7e! /o, Yamaha n Ve!nam- Hon"a * !he

com4any@* /,*! mo!o,cyc)e manu/ac!u,e, *o !hey ha5e a 4o)cy o/ )oca)?a!on e!,eme)y

!ho,ough- The ma,7e! o//e,* a 5a,e!y o/ ca, manu/ac!u,e,* )7e Paggo6 SYM6 Su?u76

hoe5e, on)y Yamha an" Hon"a a,e $ com4ane* 4,o"ucng "5e,*e 4,o"uc! )ne*

!oa,"* cu*!ome,* n many *oce!e*- U*ua))y !he on)y o!he, ca, manu/ac!u,e,* !o !h,5e

n a 5ehc)e- In Ve!nam6 Hon"a an" Yamaha a)ay* /e,ce com4e!!on !h o!he, /o,m*

o/ ma,7e!ng6 *a)e* cam4agn*6 *4on*o,*h4 4ac7age* o, e5en!* E5en! e!,eme)y a!!,ac!5e

!o a!!,ac! cu*!ome,*-

In gene,a)6 .u*ne** 4o)ce* o/ Hon"a an" Yamaha n Ve!nam ma,7e! * ,e)a!5e)y

*m)a,- F,om 8ua)!y 4o)cy6 a,,an!y un!) cam4agn* 4,o!ec!on 4,o"uc!* a,e !he !o

com4ane* !o !a7e /u)) a"5an!age- Bo!h com4ane* Hon"a an" Yamaha mo!o,cyc)e* ha*

c,ea!e" !he, on *!y)e an" * nc,ea*ng)y *ucce**/u) on !he ma,7e!

So n !* .u*ne** *!,a!egy6 !he #om4any Yamaha !o 4)an *4ec/c *!,a!ege*6 )e5e,age

!he, *!,eng!h*6 /n" ou! !he ea7ne**e* o/ !he o44onen! !o c,ea!e a com4e!!5e a"5an!age

/o, com4ane*

III.1 Products !trate"y

Yamaha ha* a"o4!e" !he *!,a!egy o/ ;con!nuou* 4,o"uc! nno5a!on; o,7* .y

changng !echno)ogy6 .e*"e* !he a""!on o/ ne /ea!u,e* !o o)"e, 4,o"uc!*6 !he

manu/ac!u,e o/ ne 4,o"uc!* an" ,emo5e !he o)" 4,o"uc! * no )onge, !h !he !a*!e* o/

con*ume,*- Yamaha@* !a,ge! cu*!ome,* a,e ac!5e young 4eo4)e age" $% !o 306 !he*e a,e

cu*!ome,* !h you!h/u) *!y)e6 mo"e,n6 e4)o,ng-Yamaha Mo!o, a)ay* ma7e e//o,!* !o

c,ea!e 4,o"uc!* !h /a*hon6 *4o,!*6 "e*gn an" ae*!he!c "e*gn6 un8ue /ea!u,e*6

4oe,/u) engne* *u!a.)e /o, a)) !e,,an h7e Hon"a !a,ge!e" on 4,o"uc!* !ha! a,e

e)egan!6 con**!en! /ue) *a5ng* "5e,*e au"ence /,om young 4eo4)e !o o)"e, 4eo4)e-

#irectly product positionin" of Honda and Yamaha in Vietnam

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Yamaha Mo!o, 4,o"uc!* Ve!nam * 4o*!one" ",ec!)y a!!,.u!a.)e !o o!he, on! 5en!u,e*

e*4eca))y Hon"a Mo!o, Ve!nam

III.2 Price !trate"y

#om4a,e" !h com4e!!o,* n !he ma,7e! /o, mo!o,cyc)e* n Ve!nam6 e*4eca))y

Hon"a Ve!nam6 !he 4,ce* o/ ca, Yamaha a)ay* e8ua) o, *)gh!)y hghe, !han / !he

4,o"uc! o/ Yamaha ",ec!)y a**e**e" /o, !he, 4,o"uc!* "e/en*e- Hon"a Ve!nam ame" a!

a)) !y4e* o/ cu*!ome,* n !he *oce!y !o mee! !he !,a5e) nee"* o/ a)) *egmen!*- Hon"a*

mo!o,.7e 4,ce* ,ange" /,om +2 !o '% m))on- E*4eca))y Hon"a ha5e many 4,o"uc!*

!h hgh 4,ce a* SH +$06 +0% SH ma!chng cu*!ome,* n !he 4,emum *egmen!-

Meanh)e Yamaha !a,ge!e" a! younge, cu*!ome,*6 ,e)a!5e ncome )e5e)*6 e*4eca))y

cu*!ome, ho )7e* *4o,!*6 /a*hon an" mo"e,n you!h/u) *!y)e- P,ce* o/ Yamaha Mo!o,

mo!o,cyc)e* /,om +' !o &0 m))on

Yamaha* 4,o"uc!* u*ua))y .e nno5a!5e an" ma,7e! )aunch o/ ne 4,o"uc!* e5e,y

yea,- No,ma))y /o, 4,o"uc! *a)e* *)oe"6 com4ane* o/!en con"uc! a44)y "*coun!* o,

4,omo!on* !o a!!,ac! con*ume,* n !he cu*!ome, *egmen! !h )oe, ncome*- I! * ha!

he)4* Yamaha a)ay* gan hgh ma,7e! *ha,e Yamaha n !he ma,7e!- Be*"e* !he 4,o"uc!*

ha5e un8ue 4,o4e,!e*6 m4,e**5e 4,o"uc! !hou! com4e!!on /,om ,5a)*6 Yamaha

,gh! /,om !he *!a,! a* "e/ne" !he hgh 4,ce /o, a 4,o/! an" 4,o/!a.)!y /o, !he

com4any- Ty4ca))y6 Ec!e, !h a *4o,!y "e*gn6 hgh ca4ac!y6 !,en"y !h 4,emum

/ea!u,e* Ve!nam-

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#om4a,e" !o Hon"a Ve!nam6 Yamaha Mo!o, Ve!nam !h /a*hona.)e 4,o"uc!*6

*u4e,o, *!y)ng an" mo,e /ea!u,e* !han Hon"a *o !he 4,o"uc!* a,e 4o*!one" gene,a))y

hghe, 4,ce" /,om + !o & m))on VND-

Price list of Honda Motorcycle and Yamaha Motor Vietnam Vietnam *'+2(1',

Yamaha Hon"a

S,u* !hJng +(-+%%-%%% VND Su4e, D,eam +'-2%%-%%% VND

S,u* FI R# $3-%%%-%%% VND u4!e, F R# $'-(%%-%%% VND Fu!u,e +$0 FI 3%-%%%-%%% VND

No??a $'-(%%-%%% VND V*on $(-(%%-%%% VND

Ec!e, +0% GP &0-0%%-%%% VND A,.)a"e +$0 &%-%%%-%%% VND

III.3 #istri$ution !trate"y

Yamaha an" Hon"a com4any ha* *m)a,!e* n "*!,.u!on 4o)cy- Bo!h /ocu* .u)7

"*!,.u!on channe)* n !he c!e*6 !on*6 !on*h4*6 mo,e 4)an moun!anou* a,ea*-The

4,o"uc!* a,e "*!,.u!e" n genune agen!* o/ !he com4any o, !he ,e!a) .u*ne** o/ !he

*ame 7n" o/ mo!o,cyc)e 4,o"uc!*- The "ea)e, a! !he )oca) a* comme,ca) n!e,me"a,e*

!h Yamaha Mo!o, #om4any6 .o!h .oun" !oge!he, .y ec)u*5e con!,ac!*- The *!o,e*

ha5e comm!!e" !o !he com4any !o /u))y m4)emen! !he a,,an!y6 a/!e,=*a)e*6 cu*!ome,

ca,e6 --

IV. COMPETITOR ANALYZING HONDA VIETNAM

D$*/"0Un!) no6 Yamaha mo!o,cyc)e* ha5e a)ay* 4,e5a)e" n !he manu/ac!u,e o/

mo!o,.7e !h ene,ge!c *!y)e6 4e,*ona)!y6 *4o,!*6 co)o,*6 eye=ca!chng *!am4* /! young

4eo4)e- Hon"a ac!ua))y on)y a /e yea,* ago !o /ocu* on !h* **ue e*4eca))y *coo!e,-

T($*0Yamaha ha* 8u!e !hc7 4)a*!c !,e*6 ce,!an)y mo,e !han !he mo!o,.7e* o/ Hon"a

*o !hough ha* gone !h,ough a )ong 4e,o" o/ u*e .u! *!)) no /ee)ng !,e* c,ea7ng *oun"

a* !he 5ehc)e Hon"a Ve!nam

A11$**o($*0Ve!nam Yamaha* acce**o,e* n gene,a) * e4en*5e an" 5e,y ha," !o /n"6

a)mo*! on)y a! !he *e,5ce cen!e,- Hoe5e,6 ! g5e* mo,e 4eace o/ mn" /o, cu*!ome,*

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hen *u.*!!u!ng genune- Hon"a* acce**o,e* o/ 4)en!/u) chea46 ,e4)ace" n 5ehc)e

=,e4a, a)*o6 .u! ha,")y cau*e *ym4a!hy /o, cu*!ome,* #hne*e m!a!on 4,o"uc!* 5e,y

much-

E"/"$0O5e,a))6 !he ,e)a.)!y o/ .o!h au!oma7e,* a,e e8ua)-


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V. SWOT- SOLUTIONS

V.1 !%ot

STRENGHTS WEAKNESSES

= The com4any a44ea,e" on !he

ma,7e! /o, 8u!e a )ong !me an"

ha5e *!,ong /nanca) ,e*ou,ce*-

= The com4any ha* *!a// o/ hgh)y

8ua)/e" *!a// an" hgh n"u*!,a)

o,7ng *!y)e-

= #om4any ha5e goo" cu*!ome, ca,e

*e,5ce*6 a)ay* *a!*/y !he nee"*

o/ cu*!ome,*- #om4ane* a)ay*

ha5e *a)e* channe)* "e6 !he*e

4,omo!on* a,e a!!,ac!5e !o a!!,ac!

cu*!ome,*

= P,omo!on* !h a!!,ac!5e

4,omo!on* an" cu,,en! c)en!*

!a,ge! cu*!ome,*= The com4any ha* con!nue" !o

nno5a!e 8ua)!y 4,o"uc!* an"

co)o,* !o mee! !he nc,ea*ng

"eman"* o/ cu*!ome,*- In a""!on6

!he 4,o"uc!@* mo!o,cyc)e com4any

mo,e 4oe,/u) engne* o/ mo!o,

5ehc)e* n !he *egmen! o/ o!he, ca,manu/ac!u,e,*

= G)o.a) /amou* .,an"6 *!)) 8u!e

*!,ange !o many 4eo4)e n a *ma))

num.e, o/ ma,7e!*

= The 4,o"uc!on * *!)) )m!e"6

unu*e" ca4ac!y o/ machne*6 u*ng

co*!=ne//ec!5e

= P,o"uc!* o/ !he com4any ha* )ong

ha" a ,e4u!a!on /o, ea!ng ga*o)ne

!han ca,* o/ Hon"a@* man ,5a)-

The com4any@* 5ehc)e )ne /ocu*e"

on you!h-

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OPPORTUNITIES THREATS

= Mo!o,cyc)e "eman" n !he ma,7e!

no *gn* o/ "ec)ne6 e*4eca))y !he

*coo!e,*

= #oun!,y*"e an" moun!an* a,e

4o!en!a) ma,7e!* !o .e e4)o!e"

= #on*ume,*6 e*4eca))y young

4eo4)e a)ay* an! !o u*e !he *!y)e

*coo!e,6 4e,*ona)!y6 con*ume,*

an! !he, mo!o,.7e a,e )uu,y

an" un8ue= #hea4 mo!o,cyc)e ma,7e! * 5e,y

ac!5e- A! !he momen!6 5e,y /e

com4any ha* a )o=co*! 4,o"uc!

)ne-

= #u,,en!)y on !he ma,7e! !he,e a,e

many )ne* o/ mo!o,cyc)e* )e" !o

/e,ce com4e!!on /,om ,5a)*:

Hon"a6 Su?u76 SYM

= Po!en!a) ,5a)* a,e a*he" an"

*u""en)y 4ene!,a!e !he ma,7e!6

e*4eca))y )a!e)y #hne*e

mo!o,cyc)e ma,7e! en!e,ng

!h,ough !he *coo!e, !h *!y)e an" a

5e,y com4e!!5e 4,ce

= The nee"* o/ con*ume,* a,e a)ay*

changng6 un"e,*!an"ng !he nee"

!o *4en" a )a,ge amoun! o/ co*!-

#on*ume,* can u*e a)!e,na!5e

4,o"uc!*

= = I**ue* ,e)a!e" !o !he en5,onmen!

hch * /ocu* on .y !he

go5e,nmen! c,ea!ng many

cha))enge* /o, com4ane*

manu/ac!u,ng 5ehc)e*-

V.2 !olutions to help mar&et the product consumption

#om4ane* nee" !o c,ea!e c,e".)!y an" !,u*! !h cu*!ome,* !he,e.y con/,mng !*

4o*!on n !he ma,7e! an" !hen "en!/y 4o!en!a) ma,7e!* .,ng 4,o"uc!* !o coun!,e* n

!he ,egon an" !he o,)"

Im4,o5ng !he e//ec!5ene** o/ ma,7e! ,e*ea,ch *u,5ey* !o ga!he, accu,a!e n/o,ma!on

a.ou! cu*!ome, "eman"*6 ma,7e! !o 4)an !he 4,o4e, 4,o"uc!on *!,a!ege*- To "o !h* !he

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com4any nee"* !,anng an" ,ec,u!men! o/ *!a// !h hgh 8ua)/ca!on* an" 7no)e"ge

*yn!he**6 ac!5e n !he *u,5ey an" accu,a!e ma,7e! ana)y**

In "e5e)o4ng econome* con*!an!)y !h !he changng nee"* o/ *oce!y6 com4ane*

mu*! a)ay* m4,o5e an" enhance !he 8ua)!y o/ 4,o"uc!* !o mee! !he nc,ea*ng "eman"*

o/ con*ume,*

Be*"e*6 com4ane* *hou)" "e5e)o4 /)e.)e 4,cng 4o)cy /o, each 5ehc)e- #om4ane*

can "e!e,mne .a*e" on ncome !he4 cu*!ome, !a,ge! g,ou4*

D5e,*/ca!on o/ *a)e* /o,m6 com4)e!e ma,7e!ng channe)* an" 4,o"uc! "*!,.u!on-

In a""!on6 com4ane* nee" !o /n" ou! !he "//cu)!e* n !he "*!,.u!on channe) !o he)4

n !me

VI. CONCLUSION

In /ac!6 Hon"a ha* con*ume" mo,e !han !he num.e, o/ ca,* n Ve!nam com4a,e" !o

Yamaha Mo!o, Ve!nam@* con*ume, "ec*on* .y cu*!ome,* n Ve!nam *!)) "e4en"*

hea5)y on /ac!o,* 4e,ce5e" con*!,an!* an" ha.!* change- Hoe5e,6 Yamaha *!)) ha5e

!he, on *!,eng!h*6 .u! Hon"a * no! com4a,a.)e6 ! * 4oe,/u) *4o,!* ca,* !ha! ,e4,e*en!

!he Ec!e,- In !h* *egmen!6 e5en Hon"a ha* no ,e4,e*en!a!5e n Ve!nam-

In !he !,en" o/ economc "e5e)o4men!6 Yamaha nee"* mo,e e//o,!* n managemen!6

*!,a!egc 4)annng .u*ne** ma!chng *o)u!on !o com4e!e !h ,5a)* *uch a* Hon"a6

SYM6 Paggo- Th* he)4* Yamaha ho)" h* 4o*!on o, .eyon" !@* man ,5a)* Hon"a

Ve!nam

Th,ough !he a.o5e ana)y**6 .ecau*e 7no)e"ge * )m!e"6 !he ,e4o,! may ma7e

m*!a7e*6 )m!e" 5*.)!y6 an" !he,e a,e many **ue* ye! !o .e ana)y?e"6 e5a)ua!e" "ee4-

I ho4e !o ge! he, con!,.u!on !o ",a )e**on* /o, !he ne! ,e4o,!

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REFERENCES

3. 4))0,,5"$($**."$),)"-)'1,o)o-$-m!#,4o"%!-5!-#!m!4!---1'o1-14$"-$-*o-)!-

5$)-"!m-6789:6:.4)m+

6. 4))0,,;;;.#!m!4!-mo)o(.1om.5",Go-)4$'-

Documents

Yamaha Strategy in VietNam