The Contribution of Marketing Strategy and Capability on Financial Performance: A Study of the Medical Equipment Sector in Vietnam

Although Vietnam’s medical equipment market has great growth potential, it remains fragmented. Strengthening the marketing activities of businesses operating in this sector will be important to increase productivity, revenue and profits, as well as compete with large global enterprises. The objective of this study is to assess the contribution of marketing strategy and capabilty on financial performance of medical equipment firm in Vietnam. The study used quantitative metods through a survey of 247 senior and middle level managers of medical equipment enterprises in Vietnam. The research results emphasize the positive impact of marketing strategy and capabilty on enterprises’ financial performance of medical equipment sector in Vietnam. Accordingly, managers should focus on developing clearly defined marketing strategies that incorporate market segmentation, enhancing costumer-centric advertising efforts, and building logn-term relationships wih key stakeholders. Firms should also invest in branding, costumer relationship management, and digital marketing to enhance their marketing capabilities.