Open AccessSTRATEGIC ANALYSIS FOR BUSINESS SUCCESS: THE CASE OF VGI COMPANY
Author(s) -
Irina Onyusheva,
Minawat Machula,
Treeraporn Manuthammathorn
Publication year - 2020
Publication title -
the euraseans : journal on global socio-economic dynamics
Language(s) - English
Resource type - Journals
ISSN - 2539-5645
DOI - 10.35678/2539-5645.3(22).2020.7-22
Subject(s) - volunteered geographic information , swot analysis , business , marketing , computer science , data science
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.