Export strategy : how will Tuan Phong insert itself into the apparel global value chain?
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- Master Thesis 
This paper gives an overview of the garment industry in Vietnam, describes the apparel company Tuan Phong, based in Ho Chi Minh City. Then, I use Integrated Strategy Model framework of Svein Ulset to shed light on the strategic direction of the company in future. In particular, the growth of the company should be accomplished in three phases. In the next three years, capacity should be expanded along with reorganization of the current organization. In the following three years, exports should begin. Here, we recommend a priority of foreign markets in this order: the US, the EU, and Japan, although flexibility is considered better than dependency on one single market. Also, diversification into hot items is expected. In the following three years, capabilities upgrading to move from original equipment manufacturer to original brand manufacturer is critical to bypass the regional middlemen in East Asia