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Diana

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Submitted By thuhoang0509
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Company
From 1999, Diana saniary napkins has been voted as one of the most high quality products in Vietnam. Diana company has built the largest distribution network which spread all over the country with 30000 retail stores and supermarket (source). Diana Company is the only and the first to produce sanitary napkins in Vietnam with international certification ISO 9001:2000. In addition, the market share of Diana company in the sanitary napkins market has the average growth rate of 30% . Diana Company goals is to become one of the leading companies in the production of consumer goods in Vietnam and Southeast Asia. The reason why Diana can achieve those successes is that they have some unique strenths. One of them is that it Diana’s sanitary napkins has nice design and unique slogan. Diana company has used pink as their prime concept with great slogan:”La con gai that tuyet”. They even used this slogan to composed a song with the same title:”La con gai that tuyet” (source). Moreover, with stable finance from two big companies - Goldman Sachs Group and Thien Viet Securities firm, Diana company has always evolve product quality and their marketing strategy. But besides this, there are some remarkable weaknesses in some stages such as low level of human resources and fake products that caused consumers allergic. Despite this, Diana company has great opportunities in Vietnam, because Vietnam is a potential market for investment, that’s why it is very attractive to the investors and Diana has been a reputed and long-time brand here. But this is also a threat for Diana company, whereas consumers still believe that the quality of Vietnamese products is not as good as product in other countries and it is a challenge for Diana to produce high quality products but low price.

Customers
Sanitary napkins are used for women, so Diana company has targeted their

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