STRATEGIC ANALYSIS FOR BUSINESS SUCCESS: THE CASE OF VGI COMPANY

  • Irina Onyusheva Turan University, Almaty
  • Minawat Machula Stamford International University, Bangkok
  • Treeraporn Manuthammathorn Stamford International University, Bangkok

Abstract

The VGI Public Company Limited (VGI) is functioning under the umbrella of the BTS Group Holding Company, Thailand. The aim of this research is to consider, analyze and develop an integrated strategy for business success of VGI by means of exploring its internal and external business environment with the use of different business analytical tools. The paper outlines the current market conditions that VGI is operating under, followed by SWOT and PESTEL analyses and the 5 forces model by M. Porter. Marketing aspects are covered through STP, 7P’s market mix, pricing and advertising policy.

Author Biographies

Irina Onyusheva, Turan University, Almaty

PhD in Economics, Full Professor of Turan University, Almaty, Kazakhstan.

Research interests: strategic management; economic competitiveness on both micro- and macrolevels; human capital development; HE management; knowledge economy; knowledge management; project management; management in education.

Minawat Machula, Stamford International University, Bangkok

Stamford International University, Bangkok, Thailand; International MBA Program.

Research interests: international business management, strategic management, marketing

Treeraporn Manuthammathorn, Stamford International University, Bangkok

Stamford International University, Bangkok, Thailand; International MBA Program.

Research interests: international business management, strategic management

 

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Published
2020-06-02
How to Cite
Onyusheva, I., Machula, M., & Manuthammathorn, T. (2020). STRATEGIC ANALYSIS FOR BUSINESS SUCCESS: THE CASE OF VGI COMPANY. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (3(22), 7-22. https://doi.org/10.35678/2539-5645.3(22).2020.7-22