Enhancing product quality: a case study of AFX CO., LTD

Abstract

This thesis examines product quality challenges at AFX Co., Ltd, a foreign-invested agricultural trading company in Vietnam, with a focus on green mung beans, its most strategic product line. Despite an overall recovery in revenue, AFX experienced a sharp decline in sales in the Southern market, leading to a complete loss of market presence by Q2/2025. This situation raised serious concerns regarding customer retention, operational efficiency, and long-term competitiveness. The root cause is the “Insufficient Comprehensive Supplier Evaluation Standard”. To address the root cause, the thesis proposes implementing a Multi-Criteria Decision-Making (MCDM) model for supplier evaluation as a feasible and sustainable solution. This model allows AFX to systematically assess suppliers using weighted criteria related to quality, consistency, compliance, and reliability. Overall, the study provides practical managerial implications and offers a clear way for AFX to improve product quality, restore customer trust, and rebuild its Southern market presence.