Chiến lược tiếp thị của tỉnh Bắc Giang, Việt Nam

A RESEARCH PAPER PRESENTED TO THE FACULTY OF THE GRADUATE SCHOOL SOUTHERN LUZON

STATE UNIVERSITY IN COLLABORATION WITH THAI NGUYEN UNIVERSITY

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ThAi nguyen University Southern luzon STATE University

Socialist Republic of Vietnam Republic of Philippines

STRATEGIC MARKET PLAN OF

BAC GIANG, VIETNAM

Advisor : Dr. Edwin Bernal

Name of Researcher : MAI SON

English Name : JACKSON

Date of Birth : 29-11-1974

Course : SLSU-DBA1

Bac Giang August, 2013

A RESEARCH PAPER PRESENTED TO THE FACULTY OF THE GRADUATE SCHOOL SOUTHERN LUZON

STATE UNIVERSITY IN COLLABORATION WITH THAI NGUYEN UNIVERSITY

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STRATEGIC MARKET PLAN OF

BAC GIANG, VIETNAM

A Dissertation

Presented to the Faculty of the

Graduate School of Southern Luzon State University

in Collaboration With Thai Nguyen University

In Partial Fulfilment

of the Requirements for the Degree

Doctor in Business Administration

MAI SƠN

August 2013

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ACKNOWLEDGMENT

I would like to express my deep gratitude to the persons who assisted and encouraged

me to complete the doctoral course. Their help was so valuable for me.

First of all, I would like to thank my parents who gave birth to me. They have

encouraged me to complete this doctoral course not only by words but also by their proud of

their son.

Thousands thanks for my wife, Trieu Thi Nhung, for her great sacrifice to me and my

children. She has given us uncountable help, not only by raising up or teaching my children

so that I could have time for my work and study, but also supporting me with her good meals

and medical care..., etc. She is a true Vietnamese wife!

Special thanks to my advisor, Professor Edwin Bernal, for his talented understanding,

encouragement, and support during my candidature. The completion of this thesis would not

have been possible without his direction and support.

Many thanks to Mr. Dau Anh Tuan - the Head of Legal Department of Vietnam

Chamber of Commerce and Industry (VCCI) for providing necessary data and information

for my research.

The last persons but not least, all the leaders of my province, entrepreneurs who

encouraged me and answered my questionnaires and my face to face interviews. Without

these, how can I completed my thesis.

What I could have learned, received and will bring along with me is something much

much more than a thesis.

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DEED OF DECLARATION

I, Mai Son, hereby submit my DBA thesis, entitled STRATERGIC MARKET

PLANNING OF BAC GIANG, VIETNAM, truthfully declare that the said paper is a product

of my original research investigation.

Signed this …………………….2013 at Thai Nguyen University

MAI SON

DBA Candidate

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TABLE OF CONTENTS

Page

ACKNOWLEDGMENT ................................................................................................... iii

DEED OF DECLARATION ............................................................................................. iv

TABLE OF CONTENTS ................................................................................................... v

LIST OF TABLES........................................................................................................... viii

LIST OF FIGURES............................................................................................................ x

LIST OF ABBREVIATIONS............................................................................................ xi

APPROVAL SHEET........................................................................................................ xii

ABSTRACT..................................................................................................................... xiii

CHAPTER I........................................................................................................................ 1

INTRODUCTION .............................................................................................................. 1

1. Background of the Study ......................................................................................... 1

2. Statement of the Problem ........................................................................................ 2

3. Objectives of the Study ............................................................................................ 3

4. Hypotheses of the Study........................................................................................... 4

5. Significance of the Study.......................................................................................... 4

6. Scope and Limitations of the Study......................................................................... 5

7. Definition of Terms.................................................................................................. 5

CHAPTER II...................................................................................................................... 8

REVIEW OF RELATED LITERATURE......................................................................... 8

1. Related Literatures.................................................................................................12

2. Related Studies........................................................................................................42

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CHAPTER III....................................................................................................................52

RESEARCH METHODOLOGY......................................................................................52

1. Locale of the Study..................................................................................................52

2. Research Design ......................................................................................................52

3. Population, Sample and Sampling Technique .......................................................53

4. Research Instrument...............................................................................................53

5. Data Gathering Procedure......................................................................................54

6. Statistical Treatment...............................................................................................54

CHAPTER IV....................................................................................................................57

RESULTS AND DISCUSSION.........................................................................................57

1. The Respondents' Profile........................................................................................57

2. Respondents’ Perception on the competitiveness of Bac Giang Province.............61

3. Factors affecting to Bac Giang Competitiveness ...................................................71

CHAPTER V .....................................................................................................................85

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS......................................85

1. Summary of Findings..............................................................................................85

2. Conclusions .............................................................................................................87

3. Recommendations...................................................................................................88

REFERENCES ..................................................................................................................95

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APPENDIES

Appendix Page

1. SURVEY QUESTIONNAIRE...................................................................................... 100

2. CURRICULUM VITAE............................................................................................... 126

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LIST OF TABLES

Table Page

1. Likert interpretation............................................................................................................53

2. Composition of Respondents According to Working Years and Type of Business...........58

3. Composition of Respondents According to Line of Business and Type of Business.........59

4. Composition of Respondents According to Capital Size and Type of Business.................60

5. Composition of Respondents According to Capital Size and Number of Employee..........61

6. Overall Respondents’ Perception on the Competitiveness of Bac Giang Province by Line

of Business...............................................................................................................................62

7. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Entry Costs by Line of Business......................................................... 63

8. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Land Access and Tenure by Line of Business......................................64

9. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Transparency by Line of Business...................................................... 65

10. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Informal Charges by Line of Business................................................ 66

11. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Time Cost by Line of Business........................................................... 67

12. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Pro-activity by Line of Business.................................................... 68

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13. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Business Support Services by Line of Business...................................69

14. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Labor Training by Line of Business.....................................................70

15. Mean Distribution of Respondents’ Perception on the Competitiveness of Bac Giang

Province in Terms of Legal Institutions by of Line Business................................................. 71

16. Descriptive statistics of regression.....................................................................................72

17. Model summary.................................................................................................................73

18. ANOVA of regression.......................................................................................................73

19. Results of estimation..........................................................................................................74

20. ANOVA between Working years and Competitiveness Factors.......................................76

21. ANOVA between Type of Business and Competitiveness factors....................................78

22. ANOVA between Line of Business and Competitiveness Factors....................................79

23. ANOVA between Capital Size and Competitiveness Factors...........................................81

24. ANOVA between Number of Employees and Competitiveness Factors..........................83

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LIST OF FIGURES

Figure Page

1. Administration Map of Bac Giang Province.................................................................... 11

2. Theoretical Framwork..................................................................................................... 49

3. Conceptual Framework................................................................................................... 51

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LIST OF ABBREVIATIONS

ADB: Asian Development Bank

ASEAN: Association of Southest Asian Nations

EU: European Union

GDP: Gross Domestic Product

GSO: General Statistic Office

HCM City: Ho Chi Minh City

JICA: Japan International Cooperation Agency

KOICA: Korean International Cooperation Agency

MOLISA: Ministry of Labour, Invalids and Social Affairs

ODA: Official Development Assistance

OLS: Ordinary Least Squares

PCI: Provincial Competitive Index

SMEs: Small Medium Enterprises

SMP: Stratergic Market Plan

UNDP: United Nations Development Programme

UNESCO: United Nations Educational, Scientific, Cultural Organization

USAID: United States Agency for International Development

VCCI: Vietnam Chamber of Commerce and Industry

VNCI: Vietnam Competitive Index

VND: Vietnamese Dong (Currency of Vietnam)

WB: World Bank

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APPROVAL SHEET

This thesis, entitled "STRATERGIC MARKET PLAN OF BAC GIANG,

VIETNAM" prepared and submitted by Mai Son in partial fulfillment of the requirements for

the degree of Doctor in Business Administration, has been examined and recommended for

acceptance and approval for FINAL EXAMINATION.

EDWIN BERNAL, PhD

Adviser

Approved by the Committee on Oral Examination with a grade of PASSED on ….

2013

Dr………………………..………………….. Member

Dr………………………..………………….. Member

Dr………………………..………………….. Member

Dr………………………..………………….. Chairman

Accepted in partial fulfillment of the requirements for the degree of Doctor in Business

Administration.

THAI NGUYEN UNIVERSITY SOUTHERN LUZON STATE UNIVERSITY

Dean Dean

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ABSTRACT

In the recent decades, strategic market planning had been used as a strategy for

enhancing competitiveness that led to achieving growth in the economies of some successful

cities worldwide. This approach can be consider as an essential tool for the growth of urban

economies in the global context. The model of place planning based on principles of

marketing named Strategic Market Planning (SMP) that consists of the process of developing

strategies so that a place can reach its growth objectives through identifying and meeting its

target market demand. Place marketing is said to be both a consequence of, as well as a

necessity for, increased competition among places for the development of resources.

The competition is among developing places and/or among post-industrial cities

which has resulted in more aggressive and complex forms of competition. As a consequence

of the increasingly wide-ranging and aggressive competition, a place marketing strategy for

retaining and attracting investment has become essential.

With these points of view, the dissertation proposes a system of criteria to describe

the perceptions of the investors on factors affecting the provincial competitiveness of Bac

Giang as basis for introducing place marketing innovations as inputs to the Strategic Market

Planning (SMP) model for the province.

Further, the dissertation uses multivariate regression equation to evaluate fully factors

affecting to competitiveness capacity of Bac Giang province. Base on these analyses, the

dissertation proposes highly value recommendations to improve attractive image of Bac

Giang province.

Keywords: Strategic Market Planning, Place Marketing, Competitiveness, Provincial

Competitiveness

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CHAPTER I

INTRODUCTION

Background of the Study

In the recent decades, strategic market planning had been used as a strategy for

enhancing competitiveness that led to achieving growth in the economies of some successful

cities worldwide. Some scholars have judged this approach as an essential tool for the growth

of urban economies in the global context (Ashworth 1994; Ashworth & Voogd 1990; Gold

1994; Jessop 1998; Kotler et al. 1999; Kotler, Haider & Rein 1993; Kotler et al. 2002; Levine

1998; Luo & Zhao 2003; Wells & Alvin 2000). They have been generalizing and

conceptualizing this phenomenon in an effort to build a model of place planning based on

principles of marketing. Kotler (ibid.) named this approach Strategic Market Planning (SMP)

which consists of the process of developing strategies so that a place can reach its growth

objectives through identifying and meeting its target market demand. A place’s target market

might be businesses, visitors, residents, investors, donors and international financing

institutions.

Place marketing is said to be both a consequence of, as well as a necessity for, increased

competition among places for the development of resources. The concept of city marketing has

gained increasing attention as a means of enhancing the competitiveness of cities (Paddison

1993 cited in Short & Kim 1998). In the effort to respond to the demands of competition and to

attract the desired target groups, place administrators have recognized in marketing theory and

practice a valuable ally (Kavaratzis 2005, p. 329). Some scholars pointed out that competition

among places is not new. Cities have always existed within a market context of one sort or

another, and they compete among one another for resources, activities, residents and services

(Ashworth & Voogd 1990, p. 2). Many examples of marketing solutions, mainly promotional

measures, which cities used in much earlier time are provided in Ward (1998). However, these

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