Research topic: Research of the strengths and

weaknesses of THACOs Mazda3 car. And give the

solutions to Mazda3 continue to keep the leading
position in segment C car in Vietnam.
Table of Contents
Introduction................................................................................................................ 2
Body........................................................................................................................... 2
A.

Background:...................................................................................................... 2

B.

Research Rationale:.......................................................................................... 3

C. Literature reviews:............................................................................................ 6
D. Research methodology:..................................................................................... 7
E.

Tentative plan:.................................................................................................. 8

Works Cited.............................................................................................................. 10

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Introduction
The car industry is always the important industry of developing countries.
The car industry does not only keep the important position to increase
nations economy. To realized that, the developed countries such as: United
Stated, Japan, Korea, and Germany focused on develop their car industry.
Nowadays, Vietnam is the developing country. The demands of using car in
life of Vietnam people are going to increase high in the big city, such as: Ha
Noi, Ho Chi Minh, Da Nang, Hai Phong. However, the price for one car in
Vietnam is so high. The price of car in Vietnam is one of the countries with
the highest car price in the world. Thus, the competition of the car brands is
so fierce. Vietnam people want to buy the car which has three main points.
There are cheap, beautiful and endurance. The previous years ago, the car
market in Vietnam just witnessed the development of Toyota Vietnam. Toyota
Vietnam occupied the leading position of car sold quantity in many years. In
the C car segment, Toyota Altis has taken the leading position in many years.
But in 2015, Mazda3 has taken this position. This is the big success of THACO
Truong Hai in the market research and development.
Therefore in this study, all problems will be described. The strengths and
weaknesses of Mazda3 will be researched and collected by the surveys and
interviews. And the satisfaction of customer will be showed in this report. It
will help THACO Truong Hai Corporation to understand more clearly about the
desires of customers. And it will help THACO to continue keep the leading
position and expand the market. The study will be divided five main parts: A.
Background includes background of study, research question and objectives
and proposed outline of research; B. Research Rationale includes research
rationale, obstacle might be foreseen and expected finding; C. Literature
reviews; D. Research methodology; E. Tentative plan.

Body
A. Background:
1. Background of study:
Truong Hai Auto Corporation, formerly known as Truong Hai Automobile
Co., Ltd., was established on 29 April 1997, headquartered at 19 Street
No. 2A, Bien Hoa II Industrial Zone, Dong Nai Province. The founder is Mr.
Tran Ba Duong, who is now THACOs Chairman. In 2007, Truong Hai
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Automobile Co., Ltd. changed to become Truong Hai Auto Corporation

(THACO). Currently, the company has three administrative offices located
in Ho Chi Minh City, Hanoi, and Chu Lai. Particularly, Chu Lai - Truong Hai
Auto Manufacture and Assembly Complex (Quang Nam) which was
established in 2003 on an area of nearly 600 hectares, consists of 24
subsidiaries and affiliated factories including 5 assembly factories, 9
supporting industry factories, 3 supporting units (Chu Lai Port, the
Vocational College, and the Electro-mechanic Company), 3 logistics
companies, 2 construction companies, and 2 offices of the Commercial
Vehicle Company and Passenger Car Company. THACO operates in auto
manufacture, assembly, distribution; provides auto spare part and
maintenance services, including manufacturing and trading commercial
vehicles (trucks and buses), manufacturing and trading passenger cars
(Kia, Mazda, Peugeot), manufacturing spare parts and components with
the local content of nearly 50 percent; and engages in the finished
product transportation through the sea and land routes to deliver vehicles
and components to all showrooms and dealer of THACO nationwide. In
addition to auto business, THACO also engages in logistics, industrial part
infrastructure, and real estate to become a leading conglomerate in the
region.
The research topic is about analyzed the strengths and weaknesses of
Mazda3. Then, the customers expectations about the renewal of Mazda3
will be researched. It will help THACO Truong Hai understand more about
the customers expectations and they will have change about technology
to satisfy their customers. To serve the purpose of this study, the writer
will research 100 people who bought Mazda3.
2. Research question and objectives:
In this study, the main research purposes include three main purposes.
There are The strengths and weaknesses of Mazda3, Improve the
quality of vehicle next vision to satisfy the customers, and Give the
solutions to help Mazda3 to keep the leading position.
3. Proposed outline of research:
To perform the study, the writer must propose the outline of research. The
outline of research must follow seven steps. There are: topic research,
proposal preparation and refinement, planning and administrative set up,
critical literature review, data collection, data analysis and interpretation
and complete the project.
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B. Research Rationale:
1. Research rationale:
The reason for choosing the topic is from the personal demand and
personal passion. And this is the hot topic for people prepare to buy car. In
big city of Vietnam, the standard of living is more and more developing.
The car is going to an indispensable vehicle of each family. At the
moment, the price of car is still expensive. Hence, the customer will
choose the car that includes all conditions, such as: cheap, saving energy,
the attractive design and incentives. In short, the research topic will be
received the attention of the readers.
Evaluate Research Topic:
Topic1: Research of the strengths and weaknesses of THACOs
Mazda3 car. And give the solutions to Mazda3 continue to keep the
leading position in segment C car in Vietnam.
Evaluation Criteria

Weight

Score

Final Score

Compliance with learning outcome

10%

0.5

Personal interest

15%

10

1.5

Theoretical foundation

10%

0.7

Ease of access

5%

0.35

Advances existing knowledge

5%

0.25

Clarity of research question and objectives

10%

0.6

Technical experience required

5%

0.35

Adequacy of personal skills

10%

0.7

Financial support

10%

0.5

Time availability

10%

0.7

Career goal congruence

10%

0.7

Total

100%

73

7.3

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Topic2: Research of error engine on Mazda3. And give the solution

for THACO Truong Hai to solve this problem.

Evaluation Criteria

Weight

Score

Final Score

Compliance with learning outcome

10%

0.3

Personal interest

15%

0.75

Theoretical foundation

10%

0.3

Ease of access

5%

0.2

Advances existing knowledge

5%

0.25

Clarity of research question and objectives

10%

0.6

Technical experience required

5%

0.15

Adequacy of personal skills

10%

0.4

Financial support

10%

0.5

Time availability

10%

0.3

Career goal congruence

10%

0.3

Total

100%

44

4.4

To sum up, the score of Topic 1 (7.3) is higher than the score of Topic 2
(4.4). Thus, Topic1 will be chosen.
2. Obstacle might be foreseen:
In this research, the biggest obstacle is about time limit and personal skill.
Because the time limit of study is short time, it is about 2 month. Thus,
the writer cannot have interview with the objective research. The writer
only interacts with the objective research through mail. Moreover, the skill
of writer is limited. Thus, the study has some areas are not feasible.
3. Expected finding:

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Through this study, THACOs Mazda3 will have more information about the
expectation of customer. Moreover, THACO will have the innovation and
enhance in the service and have the new step in the business strategy to
increase the Mazda3 sales.

C. Literature reviews:
-

Explain about definition of Consumer behavior :

In marketing mix: Organizations influence consumer behavior through
the use of an integrated marketing mix. Through the manipulation of
its products (branding, packaging) (Wright, 2006)

(Wright, 2006)
-

Explain the definition of customer satisfaction:

According to Customer satisfaction stated that Customer
satisfaction isn't a new concept. Just the opposite it's at least 200 years
old. As long ago as the 18th century Adam Smith clarified the
fundamental premise on which free markets operate. He maintained
that since human beings continually strive to maximize their utility (get
the greatest benefit for the least cost), they migrate gradually but
inexorably, to the suppliers that come closest to delivering it. In other
words, they search out and stay with companies that do best what
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matters most to customers. Customer satisfaction is the phrase

commonly used to encapsulate this phenomenon. It means that
suppliers make more profit as customers become better off (Nigel Hill,
2007).
Explain the definition of Buying from the right dealer:
According to Buy a vehicle, Buy it right book stated that:
Dealerships all have their own distinctive personalities. Dealerships
are as varied as the automobiles they sell. Its important to get this
step right; after all, you are going to be dropping some serious cash,
and its good to deal with a seller thats going to give you great value
and service (Albert, 2014).

D.Research methodology:
-

Research philosophy: A research philosophy is a belief about the way in

which data about a phenomenon should be gathered, analyzed and
used. The term epistemology (what is known to be true) as opposed to
doxology (what is believed to be true) encompasses the various
philosophies of research approach (cityu, 2016).
Dng qualitative hoc quantitative.
Research approach: Research approach can be divided into two groups:
deductive and inductive. The relevance of hypotheses to the study is
the main distinctive point between these two approaches. Deductive
approach tests the validity of assumptions (or theories/hypotheses) in
hand, whereas inductive approach contributes to the emergence of
new theories and generalizations. Discussion of research approach is a
vital part of any scientific study regardless of the research area. Within
the methodology chapter of your dissertation to you need to explain
the main differences between inductive and deductive approaches and
specify the approach you have adopted for your research by breaking
down your arguments into several points (Dudovskiy, 2016).
Research Strategy:
Survey
Experiments
Case studies
Action research
Method of collecting data: Qualitative research data collection methods
are time consuming, therefore data is usually collected from a smaller
sample than would be the case for quantitative approaches - therefore
this makes qualitative research more expensive. The main methods for
collecting qualitative data are: Individual interviews (libweb, 2016).
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Method of sampling data: Data sampling is a statistical analysis

technique used to select manipulate and analyze a representative
subset of data points in order to identify patterns and trends in the
larger data set being examined (Rouse, 2016).
Method of analyzing data: With the data in a form that is now useful,
the researcher can begin the process of analyzing the data to
determine what has been learned. The method used to analyze data
depends on the approach used to collect the information (secondary
research, primary quantitative research or primary qualitative
research). For primary research the selection of method of analysis
also depends on the type of research instrument used to collect the
information. Essentially there are two types of methods of analysis
descriptive and inferential (Knowthis LLC, 2016).

E. Tentative plan:
The writer will apply gantt-chart to make the tentative plan
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2.2
2.3
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3.1
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4.1
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4.4

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Works Cited
Albert, C., 2014. Buy a vehicle, Buy it right. First ed. s.l.:LuLu Publlishing .
cityu, 2016. is.cityu.edu.hk. [Online]
Available at: http://www.is.cityu.edu.hk/staff/isrobert/phd/ch3.pdf
[Accessed 20 March 2016].
Dudovskiy, J., 2016. research-methodology.net. [Online]
Available at: http://research-methodology.net/researchmethodology/research-approach/
[Accessed 20 March 2016].
Knowthis LLC, 2016. knowthis.com. [Online]
Available at: http://www.knowthis.com/planning-for-marketing-research/step6-analyze-data
[Accessed 20 March 2016].
libweb, 2016. libweb.surrey.ac.uk. [Online]
Available at: http://libweb.surrey.ac.uk/library/skills/Introduction%20to
%20Research%20and%20Managing%20Information
%20Leicester/page_54.htm
[Accessed 20 March 2016].
Nigel Hill, G. R. a. R. A., 2007. Customer Satisfaction. First ed. London:
Cogent Publishing.
Rouse, M., 2016. searchbusinessanalytics.techtarget.com. [Online]
Available at: http://searchbusinessanalytics.techtarget.com/definition/datasampling
[Accessed 20 March 2016].
Wright, R., 2006. Consumer Behaviour. first ed. Milan: Thomson Learning.

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