: 04 92 00 11 01 – Fax : 04 92 00 11 43 Academic Year 2012/2013 Internship report submitted in order to obtain the Master’s Degree in “International Business / Affaires Internationales”
COMPANY BACKGROUND
General information about the company
Yamaha Motor Vietnam Co., Ltd., established on January 24, 1998, under license No 2029/GP from the Ministry of Plan & Investment, began as the sole dealer of Yamaha motorcycles, importing products from Thailand, Indonesia, and Japan In October 1998, the company commenced the construction of its factory in Vietnam as a joint venture among Japanese, Vietnamese, and Malaysian firms Over 15 years of development and growth have positioned Yamaha Motor Vietnam as a leading player in the motorcycle production industry in Vietnam.
Following is the basic information about the company
Name Yamaha Motor Vietnam Co., Ltd (YMVNN)
- Malaysia Industrial Hong Leong Company: 24%
Head office Trung Gia town , Soc Son district, Ha Noi city
Yamaha Motor Vietnam aims to be an integral part of the Vietnamese community, actively contributing to the rapid growth of the nation's motor production industry The company aspires to be recognized for its commitment to quality, impressive performance, and continuous innovation.
Maxim Go forward with the prosperity of the country
Website http://www.yamaha-motor.com.vn
Quality management Systems Apply the quality management according to international standard ISO-9001 and ISO 14000 environmental standard
Yamaha Motor Vietnam is dedicated to enhancing its manufacturing infrastructure to meet the growing market demands while contributing to the country's prosperity The company focuses on integrating advanced technologies and equipment, developing a robust local supplier network to increase localization, and facilitating technology transfer As a result of these efforts, Yamaha Motor Vietnam has established itself as a leader in the motor manufacturing industry, winning the loyalty of Vietnamese customers through its high-quality products, commitment to safety, and attentive after-sales services tailored to local traffic conditions.
Products and service
YMVN is a prominent motor manufacturer in Vietnam, offering a diverse range of motorcycles, motor parts, and accessories Their products feature various designs and specifications, catering to the unique needs of customers across urban and rural areas Additionally, YMVN's pricing strategy reflects the diverse demographics of its clientele, including young and older individuals, as well as self-employed persons and workers.
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YMVN product lines primarily target young customers with progressive trends, while the company also focuses on diversifying its offerings to cater to various customer segments and meet market demands effectively.
-The basic moped product line has simple design, which is convenient for people who lives in rural areas, has low income: Sirius, Taurus,
- The premium moped product with high techno and high price aim to people who live in the city or has good income: Jupiter, Exciter
-The Basic scooter product line of outstanding technical features has higher costs, which aim for city customers: Nozza, Luvias &Mio,
- The Sport Scooter product line with youthful stylized designs, which target for young people: Nouvo LX, Nouvo SX, Lexam
When a product is delivered to the customer, it means that our mission has just started
At YMVN, we prioritize customer confidence and comfort in our products, which is why we offer a range of professional care services to enhance their experience By making our offerings more engaging, we aim to capture customers' attention and ensure their satisfaction remains our primary goal.
This has been confirmed through
- The free periodic maintenance service : Three times of maintenance per year during three years
- After-sales service: One year warranty, the customer has full replacement if product has any defects
It is the commitment of the high-quality product, the final responsibility of Yamaha with consumers and agents.
Partners
Producing a motorcycle requires over 300 integrated assemblies, prompting the company to seek partners for auxiliary components that guarantee high quality and low costs to satisfy customer demands The company has established strategic partnerships with key players in the motorcycle parts manufacturing industry.
- GoshiThang Long Auto Parts who provides mufflers
- Yamaha Japan Co LTD who provides hightech parts, wire
- Staley Vietnam Co LTD who provides halogen light
- Malaysia Hong Leong who provides engine part
Customers
In Vietnam, motorcycles are the primary mode of transportation due to inadequate public transport infrastructure and narrow, damaged roads They play a crucial role in daily life, especially for low-income rural residents who find them affordable for travel In major cities like Hanoi and Ho Chi Minh City, where traffic congestion is common, motorcycles offer a convenient alternative As a result, the customer base for motorcycle companies comprises a significant portion of the population.
Financial data
After 15 years of establishment YamahaMotor Vietnam has faced a lot of difficulties But the company has achieved great success in developing market share in Vietnam From the Zero spot, Yamaha motors brand has constantly risen to become the 2nd largest motor brand in Vietnam It has just been behind Honda Sales have increased steadily over the last few years The following table illustrates the growth of the company:
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Table2: YMVN Co., LTD Income Statement over last three years 1
2 Less sales returns and allowance … … …
The table indicates a significant increase in sales, expenses, and revenues compared to the same period last year, highlighting the company's business effectiveness In 2011, the company's revenue rose by 14% from 2010, totaling approximately $7,425,000 This upward trend continued in 2012, with revenue reaching around $8,900,000, reflecting a growth of about 15% compared to 2011.
Annual expenses are projected to rise by 10 to 12%, but this increase is outpaced by revenue growth, reflecting the company's effective business operations and positive financial standing Looking ahead, the company is committed to ongoing maintenance and development efforts to achieve its sustainable development goals.
COMPANY STRUCTURE 2.1 Yamaha Motor Vietnam Organization and Management
Function and responsibility
The Board of Management serves as the highest decision-making authority within the Company, responsible for strategic planning and capital allocation They make critical decisions regarding production expansion, new investments, and technology upgrades to drive the Company's growth and efficiency.
The Board of Directors which has five members are responsible for running and managing all the business activities of the company’s line and departments
2 Source: Administrative Department – Yamaha Motor Vietnam
Production line Board of Management
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The General Director establishes the production structure and organization to enhance operational efficiency, ensure safety, and foster the Company's growth Together with two Deputy General Directors—one overseeing Production and the other Sales—they manage and supervise all departments and workshops involved in executing production and business plans.
The Accounting Department is overseen by an individual responsible for monitoring its activities, developing financial plans, and ensuring compliance with legal financial obligations Meanwhile, the Administration Department is managed by another person who establishes rules, regulations, and disciplinary norms, as well as overseeing training and recruitment processes.
He oversees all production activities within the plant to ensure the successful execution of the company's proposed plans Additionally, he leads the implementation of a quality management system that adheres to international standards, specifically ISO 9001, as well as environmental standards outlined in ISO 14000.
He conducts the Planning and Marketing department, manages the sales through dealers in nationwide, implements in advertising campaigns and promotion of product
The Administration Department is essential for managing administrative tasks across the organization, assisting the General Director with recruitment, labor mobilization, and workforce arrangement It is responsible for developing labor wage plans, ensuring labor protection, establishing labor norms, and maintaining archives Additionally, the department promotes State policies for employees and collaborates with relevant departments to conduct training sessions aimed at enhancing worker skills Each year, the Administration Department also organizes rank promotion examinations, with the results submitted to the Board of Directors.
The factory serves as the core of the company, housing specialized departments that ensure the production of high-quality products to meet the ever-evolving market demands Its primary function is manufacturing, supported by two key departments: Quality Management (QA) and Research and Development (R&D).
The Quality Management Department ensures the highest product quality by rigorously testing and monitoring inputs (materials), methods, and machines Utilizing the popular 3M method from Japan—focusing on good input, good processing, and good equipment—the department effectively mitigates potential risks and guarantees the reliability of production lines Additionally, a team of skilled engineers conducts final testing in accordance with established standards before products are launched into the market.
The Research & Development Department utilizes customer feedback from the Planning & Marketing Department to drive continuous technical improvements By integrating new technologies, they develop innovative products that meet the highest market demands Additionally, they explore alternative materials to enhance product quality while reducing costs.
The production line comprises various workshops, including Die Casting, Machining, Welding, Painting, and Assembly, all equipped with advanced model machines imported from abroad These machines, powered by digital technology, ensure that every detail part is processed to achieve exceptional quality, adhering to Japan’s industry standards.
The accounting department is responsible for managing all financial transactions, overseeing revenue and expenditure, and promoting adherence to accounting and finance regulations They develop financial revenue and expenditure plans, as well as credit plans on a monthly, quarterly, and annual basis, in alignment with the company's business objectives Additionally, they monitor and review financial activities, ensuring compliance with tax regulations based on production levels.
To prepare the report, financial statements prescribed form properly, on time and accurately
To manage the cash flow to ensure that all activities of the company are good and smooth
The Planning and Marketing department is crucial to the company's operations, as they develop both short-term and long-term growth strategies They create production plans that outline the necessary input materials, fuel, power, spare parts, and equipment on a monthly, quarterly, and annual basis This department monitors plan implementation and promptly reports progress to the Director General Additionally, they gather market information and customer feedback, conducting interviews for comprehensive analysis Collaborating with the QA and R&D departments, they make informed decisions regarding product innovations and new features for future releases Furthermore, they establish annual plans to ensure continued success.
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10 promotional activities and sponsor for major sports Specially, YMVN is sponsor for Vietnam football team,organizer of events
The working environment at YMVN fosters a friendly atmosphere where staff members are encouraged to express their opinions and showcase their skills With a flat hierarchy, everyone is treated equally and collaborates towards common goals Team members actively share their knowledge and experiences, ensuring a supportive culture Additionally, each position is covered by two individuals to maintain continuity and minimize disruptions in case of unexpected absences.
Yamaha Motor Vietnam has a widespread network of dealers across the country, with each marketing staff member assigned to specific provinces I am part of Team 1 within the Planning and Marketing Department, collaborating with Mr Ta Ngoc Ninh Our primary responsibilities include conducting market research, evaluating market conditions, supporting dealers in building customer trust, and expanding the motorcycle market in Vinh Phuc province.
THE MISSION: ASSIGNED TASKS AND GOALS 3.1 The tasks assigned
The link between the subject matter and the mission
The subject matter and mission are intricately linked, as evidenced by our comprehensive internal and external analyses, which provide essential data to support our promotional plan Customer survey results highlight market demand, allowing us to identify shortcomings in our products and services By addressing these issues promptly, we can enhance customer trust and satisfaction.
The goal to achieve
After four months of collaboration with team members, the intern is required to present a draft promotional plan aimed at enhancing the motorbike market This plan should focus on building customer trust and increasing market share effectively.
What can I bring to the company?
The tasks along with such a goal are an exciting opportunity for an intern like me and
I am committed to making meaningful contributions to both the project and the company's sustainable growth This involves utilizing data gathered from market research and analysis to strengthen our position in the current market, along with leveraging insights from surveys to inform our strategies.
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Creating a robust connection between customers and the company involves establishing a linked chain that facilitates rapid and accurate feedback on products This continuous feedback loop allows for in-depth analysis, leading to a better understanding of market opportunities and challenges Ultimately, these insights enable the development of effective promotional strategies that enhance the company's profitability.
The theoretical knowledge to be put into practice
Throughout my two-year MBA program, I have gained a diverse range of theoretical knowledge that is applicable in real-world situations Each subject has equipped me with valuable skills and insights for addressing various challenges, which have proven to be extremely beneficial during my internship at Yamaha Motor Vietnam.
The following table gives a detailed description of how the related subjects are beneficial to my internship tasks
Table 4: The MBA courses and their usefulness
The insights gained from my study of international strategy are invaluable, highlighting the shift from rigid planning to a more adaptable approach known as strategic thinking Throughout my internship, I effectively applied various techniques and models, including PEST analysis, Porter’s Five Forces, and SWOT analysis, to conduct comprehensive evaluations.
This course has equipped me with essential knowledge of a crucial business tool that is vital for launching new ventures, expanding existing businesses, or introducing new technologies and products It guides me in identifying key focus areas to develop a viable business plan and is instrumental in creating effective promotional strategies.
The course has equipped me with a comprehensive understanding of the new challenges managers face in today's hypercompetitive environment It has proven invaluable for analyzing external forces and has enabled me to design a stakeholder matrix effectively Additionally, I have gained in-depth knowledge of managing business operations abroad, particularly as I work with Yamaha's branch in Vietnam This training serves as a crucial foundation for successfully executing projects within the company.
Thanks to the course I understand better risk in business It provides three categories: business operation risk, personnel risk and environmental, how is the impact of financial risk
If we can identify, assess and manage the risks, our businesses should be better controlled We will have strategies for reducing company risk
This subject equips students with essential terminology and foundational documents related to international transactions, specifically focusing on international sales contracts, which are regulated by the United Nations Convention on Contracts for the International Sale of Goods established in 1980 By gaining this knowledge, students will better understand the responsibilities of each party involved in business contracts.
In today's globalized world, technology has facilitated communication and collaboration across diverse cultures Understanding cultural differences is essential for successful interactions, especially during initial meetings Building relationships with friends worldwide enriches our appreciation of cultural diversity, while strong negotiation skills enable us to analyze customer psychology and enhance satisfaction.
This course provides an in-depth understanding of globalization, highlighting both its opportunities for economic development and the challenges it presents, particularly for developing countries By exploring these dynamics, the course equips participants with the knowledge to navigate the global market effectively and make informed business decisions.
Overall, it is sincerely hoped that the missions which have been assigned will be fulfill so that we can obtain the target and bring more success to the company
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DEVELOPMENT 4.1 Analysis macro Environment
To effectively outline strategies, it is essential to conduct both external and internal diagnostics The external diagnosis involves analyzing the macro environment, industry, and market conditions The initial step includes examining political, economic, social, and technological factors to gain a comprehensive understanding of the macro environment, which serves as a foundation for developing the company's business strategy.
Vietnam boasts a stable political environment that has fostered foreign investment through the implementation of the Law on Foreign Investment and open-door policies This has led to the successful establishment of numerous foreign direct investment projects, particularly in the motorcycle manufacturing and services sector Renowned global brands such as Yamaha, Honda, SYM, Suzuki, and Piaggio have entered the market through joint ventures, collectively contributing hundreds of millions of dollars in investment capital.
In the first half of 2013, Vietnam's macro economy demonstrated stability, with inflation controlled at 2.4% and a surplus in the balance of payments The State's foreign exchange reserves reached record highs, improving the value of the Vietnamese Dong and ensuring stable liquidity within the banking system Despite challenges faced by enterprises, GDP growth was maintained at 4.9%, matching the previous year's rate, primarily driven by advancements in construction and services However, declines in agriculture, aquaculture, and industry due to rising raw material costs indicate that while the Vietnamese economy shows signs of recovery, it lacks a solid foundation, which could impact the motorcycle industry.
In Vietnam, motorcycles serve as the primary mode of transportation due to inadequate public transport infrastructure and poorly maintained roads This reliance on motorcycles is especially significant for the rural population, who often have limited incomes, making them essential for daily life and mobility.
3 http://ecna.gov.vn/ct/ht/Lists/BaiViet/Attachments/120/Tham%20lu%E1%BA%ADn%20%C4%91%C3%A1nh% 20gi%C3%A1%20t%E1%BB%95ng%20quan%20v%E1%BB%81%20t%C3%ACnh%20h%C3%ACnh%20kinh
%20t%E1%BA%BF%20th%E1%BA%BF%20gi%E1%BB%9Bi,%20khu%20v%E1%BB%B1c%20sau%20kh%E 1%BB%A7ng%20ho%E1%BA%A3ng%20v%C3%A0%20nh%E1%BB%87t%20Nam.pdf (25 August 2013 9:17pm)
17 difficult to own a motor for travelling In big cities such as Hanoi, Ho Chi Minh where happens traffic jam, motor is a convenience option
In recent years, the Vietnamese government has prioritized technology development by allocating 2% of its total annual budget, which represents 4% to 5% of the country's GDP This commitment to increasing scientific and technological expenditures aims to support the ongoing industrialization and modernization efforts in Vietnam.
The influx of Foreign Direct Investment (FDI) into Vietnam is accompanied by a transfer of advanced technology, significantly impacting various production sectors, particularly the motorcycle industry Technologies such as fuel injection, die casting, machining, welding, painting, and assembly are now integrated with state-of-the-art machinery imported from overseas These machines, powered by digital technology, enable precise processing of components, ensuring exceptional quality in production.
According to experts from the Japan International Cooperation Agency (JICA), the Vietnamese motorcycle industry (VMI) has the potential to emerge as a leading hub for motorcycle manufacturing in Asia, boasting a localization rate exceeding 90% As the fifth largest motorcycle market globally, VMI not only fulfills domestic demand but also exports significant quantities, positioning itself as a key player in the industry.
In recent years, Vietnam's motorcycle industry (VMI) has experienced significant growth, achieving a high localization rate and maintaining excellent quality With lower production costs compared to other countries, Vietnam is well-positioned to enhance its motorcycle exports, targeting an output of 500,000 units per year Expanding into markets in Latin America and Africa, where demand for motorcycles is high, could further increase export quantities.
According to the data from Institute for Industrial Policy and Strategy (Ministry of Industry and Trade) the world's motorcycle production reachs 43 million units/ year:China accountfor 42 % , India 15 % , Southeast Asia 22 %
Asia dominates the global motorcycle market, accounting for 80% of worldwide consumption Key contributors include China with 10 million units annually, India and Indonesia each with 5 million units, Thailand with 2 million units, and Vietnam with 3 million units Additionally, Japan and Taiwan collectively contribute around 10 million units per year.
4 http://www.nistpass.gov.vn/downloads/11Y03.pdf (25August 2013 11:45pm)
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The global motorcycle market is experiencing a growth rate of 5-6% annually, with developing countries leading in motorcycle consumption By capitalizing on this trend, Vietnam has the potential to establish itself as the industrial motorcycle hub in the Asia Pacific region.
- Geography: Vinh Phuc is located in North west area, surrounded by
Tuyen Quang, Phu Tho and neighboring with Hanoi capital Vinh Phuc is bridge between Hanoi and North West provinces
- Climate: The weather is tropical type with 4 seasons – Average temperature is 24 o C, and the highest tempt is 32 o in June, July, and
August; and the lowest temperature is 13 o C in December, January, and
February Average rainfall ~ 1400mm and humidity ~ 83%
- Transportation: Vinh Phuc has a important position
Vinh Phuc boasts an extensive transportation network, featuring 1,600 kilometers of roads, including National Highways 2A, 2B, and 2C, along with various provincial roads The region is also served by the Hanoi-Lao Cai railway line, which includes two key stations: Phuc Yen and Vinh Yen Additionally, Vinh Phuc has a waterway system spanning 120 kilometers, primarily along the Song Hong and Song Lo rivers.
Vinh Phuc, a strategically important province in Vietnam, has emerged as a key player in economic development, hosting numerous industrial zones and factories, including the notable Honda factory In recent years, the province has experienced rapid economic growth, with its economy encompassing agriculture, industry, services, and export processing zones, as well as various industrial parks.
Vinh Phuc prioritizes the automobile and motorcycle industries, featuring major players like Toyota and Piaggio, alongside a focus on high-tech electronics with companies such as Foxconn and Compal With 120 foreign direct investment (FDI) projects totaling $2.35 billion and 514 domestic direct investment (DDI) projects with registered capital of 31,165 billion VND, Vinh Phuc aims to establish itself as an industrial province by 2015.
With a student body of 25,000 across three colleges and fifteen vocational institutions, this university emphasizes basic education in new and advanced technologies Additionally, there is a noticeable shift in consumer trends from Chinese products to renowned motorcycle brands However, minority ethnic groups residing in remote areas tend to maintain conservative values and show limited interest in adopting new technologies.
5 http://www.tinmoi.vn/viet-nam-trung-tam-cong-nghiep-xe-may-chau-a-01791745.html (27August 20139pm)
Vinh Phuc, with a population exceeding 1 million and a per capita income of $1,930 per year, is emerging as a significant market in the North West region The area boasts numerous factories and industrial zones, contributing to its rapid growth Over the past few years, the motorcycle market in Vinh Phuc has expanded swiftly, establishing itself as a central hub for both retail and wholesale activities in the North West It is anticipated that motorcycle manufacturers will continue to invest in Vinh Phuc in the coming years, further enhancing its market potential.
4.3.2.Total demand of motorcycle market in 2009 – 2012
CONCLUSION
During my four-month internship, I established clear objectives and gathered comprehensive information about YMVN and the macroeconomic factors influencing the motorcycle industry My group conducted surveys to create a database for market analysis and employed SWOT analysis to define strategic goals We examined the competitive landscape, focusing on Honda as our main competitor, and identified a trend towards automatic bikes due to their convenience Based on our findings, I developed specific strategies and a draft plan for motorcycle market development in Vinh Phuc province, emphasizing the need to revitalize the dealer system and cater to industrial park workers with stable incomes and travel demands through favorable pricing and registration support This internship significantly contributed to the Planning Marketing Department and the company overall, achieving its goals and providing a strong foundation for future reference My analyses highlighted new customer segments, offering valuable insights for ongoing research and strategic planning.
The internship report was completed in a short timeframe and with limited knowledge, despite my best efforts Consequently, it may contain shortcomings and limitations in perspective, with several issues possibly left unaddressed and the analysis and evaluation lacking depth.
I have not studied strategies of the competitors
I lacked knowledge about technical term, thus I did not analyze the specifications of our products as well as competitor’s product
I did not have much experience in dealer system, sale capability, and organization of customer care system
The Vietnamese motorcycle market is now very lively and potential with the competition for market shares of many motorcycle brands However, according to prediction of experts, in
29 the next few years the motorcycle market will enter into the saturation period To improve competitiveness and operation of the company, I am now giving some recommendations
Enhance efficiency of market survey
Effective market research requires gathering diverse information about customer behaviors and preferences, including their psychology and shopping habits To ensure accuracy and timeliness in data collection, companies must implement a robust system, as misinformation can lead to detrimental decisions Given the complexity and dynamic nature of the market, it is essential to recruit and train highly qualified personnel who possess strong analytical skills and proactive approaches to real-world situations, rather than solely relying on secondary data.
Research product of main competitor
YMVN should collaborate with Yamaha R&D to thoroughly analyze competitor products alongside our own It is essential to meticulously study any new competitor product launched in the market to assess its strengths and weaknesses This competitive analysis will enable YMVN to confirm our product positioning and make informed comparisons with market rivals Ultimately, this strategic approach will guide YMVN in making the right decisions for product improvements, ensuring we meet consumer demands effectively.
Improve and enhance the product quality
In today's rapidly evolving economy, businesses must adapt to the changing social demands and increasingly high expectations of consumers To effectively meet these individual needs, companies should implement strategic measures that prioritize customer satisfaction and responsiveness.
- Improve the quality, promote the technical research to make the products more and more complete
- Promote and encourage the creativity of the employees
- Invest in science and technology to create the new products which make new trendy of customer mind
To enhance product consumption and optimize distribution channels, it is essential to diversify sales methods The distribution process represents the final stage in production and business operations, where effective distribution channels involve a strategic collaboration between manufacturers and intermediaries to facilitate organized sales.
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30 to meet the maximum demands of customers The distribution and sales system of the Company has developed relatively large, which mainly are dealers in provinces and cities
- Expand the dealers in distribution channel in all the Northern provinces; increase the number of dealers in major cities
- In addition to expansion of the distribution channel system, the Company must strengthen the distribution channel management, especially dealer management
- Manage the dealers through consumption rates and sales
- Manage the prices strictly to prevent dealers from freely increasing the prices too high in competition which may cause losses for the consumers
- Find out difficulties and obstacles in the distribution channels for offer supports timely
- Regularly assess the performance of members in the distribution channels according to specific criteria such as: Output, sales, and revenue
- Reduce the transportation timing by enhance the logistic abilities: Schedule, truck and store (suitable arrangement from far away workshop)
My experience at YMVN has been incredibly valuable, allowing me to apply the knowledge gained from my AMI course in a practical setting Over the past four months, I have significantly enhanced my communication, teamwork, time management, and organizational skills through various business trips The demanding nature of the job, with its frequent travel and tight deadlines, has made me more organized and energetic These trips provided numerous opportunities to improve my communication skills and expand my professional network during dealer meetings Additionally, I have learned a great deal from my supportive supervisor and experienced teammates, who have been friendly, helpful, and instrumental in making my internship a success.
The valuable experiences and skills I acquired during my internship will significantly enhance my career moving forward I am confident that with a dedicated team and effective strategies, YMVN will successfully meet its goals for the upcoming year and achieve remarkable success in the future.
Eric Milliot, 2010, Stratégies d’internationalisation, Fascicule FAD, IAE, Université de Poitiers
Sak Onkvisit & John Shaw, 2004, International Marketing, 4th ed., New York: Routledge 2
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LIST OF TABLES AND CHART
Table 1: Yamaha Motor VN Co., LTD Income Statement
Table 2: Yamaha Motor VN Co., LTD Income Statement over last three years
Table 4:The AMI courses and their usefulness
Table 5:Sales Data of Honda and YAMAHA for 7 months (from Jan – July 2013)
Table 8: List of companies in Industrial Zone
Figure 2: Total demand of VinhPhuc Market
Figure 3: Scooter – Moped rate of consumption
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