Factors affecting marketing strategy of logistics business – Case of Vietnam

An efficient marketing strategy is a critical contribution in any business success including logistics services sector. Understanding the marketing strategies existed and their driven work in logistics enterprises will increase the company's performance. This study aims to examine a variety of factors to find out which factors have more impact on marketing strategy of logistics enterprises in emerging countries generally, and in Vietnam particularly. Using interviews, questionnaire survey and then Exploratory Factor Analysis (EFA) to check the unidimensionality of the scales and the structural value of the measurement, the study's results prove that the internal factors have a more significant impact than the external factors both in developing and implementing of marketing strategies of logistics enterprises in Vietnam, such as business network, human resources and existing marketing strategies. Meanwhile, the external factor having biggest impact on the company's marketing strategies, considered by the logistics enterprises, is logistics infrastructure.