A STRATEGIC ANALYSIS OF THE FUTURE EXPANSION OPTIONS FOR AN ESTABLISHED GAS COOKING APPLIANCES MANUFACTURER IN VIETNAM

摘要

This paper speaks to the prevailing business environment presently encountered at Kein Hing Industry Sendirian Berhad (KHI), a leading gas stove manufacturer based in Selangor, Malaysia. KHI manufacturers gas stoves under the brand name ?Zenne?. KHI aims to expand into Vietnam. The scope of this paper covers topics such as company overview, external industry analysis, and internal company analysis using strategic tools such as Michael Porter?s five forces framework. This paper will evaluate each of the entry strategies for KHI to penetrate the Vietnamese market and conclude with recommendations for KHI?s expansion plan and suggest a sequence of implementation order and timeframe.