| Abstract | In the context of OVCL Vietnam losing its competitive advantage during the year 2012-3 through a sharp fall in revenue, shrinking in traditional markets (EU, ASEAN, the U.S) in terms of frequencies and volume of cargoes transported, this research is motivated to assess all influencing factors whereby a marketing strategic fit can be brought about for its survival, further development and business sustainability.
Firstly, opportunities and threats of the business are anatomized through M. Porter’s Six Forces model associated with political, economic, social and technological analysis. Next, by adopting the conceptual research model of Julian and Ramaseshan (2008), it is tempted to measure such factors as (1) market characteristics, (2) conflict between partners, (3) commitments of the partners, (4) firm-specific characteristics, and (5) marketing orientation of senior management, that are supposed to make direct impacts on the company’s marketing performance, so as to that strengths and weaknesses of OVCL Vietnam are identified and quantified to be further adjusted.
Referring to quantitative research method, a survey is conducted with the involvement of 100 OVCL’s customers and partners who have been using freight forwarding and logistics service of OVCL Vietnam in the last 3 years. There are three data analysis techniques employed through IBM SPSS Statistics (Statistical Product and Service Solutions), i.e. (1) descriptive statistics, (2) reliability test analysis, and (3) linear regression. The results showed that the supposed five factors used in the conceptual research model can explain for 90.8 percent of changes in the marketing performance of OVCL Vietnam (R-Square = 0.908); the coefficient table emphasizes that all factors are statistically significant at 95 percent of confidence intervals whether Sig. value of marketing characteristics, conflict between partners, commitments of the partners, firm-specific characteristics, and marketing orientation of senior management are 0.000, 0.004, 0.002, 0.000, and 0.000 respectively, less than 0.05. |