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Overview of Research Status of Previous Year's Projects


Contribute significantly to creating the reputation of the enterprise, affecting the market development and business of the enterprise.

b. Marketing Analysis:

Marketing analysis is a very important content in internal business analysis. This allows to evaluate the ability to meet market needs.

of the business. This analysis usually focuses on several issues:

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Product variety, product quality, customer market, advertising and promotion effectiveness...

part, price, trust

Overview of Research Status of Previous Year's Projects

c. Analyze the organizational capacity of the enterprise:

The assessment of the organization of the enterprise is often


hide as

Question: Is the organization of the business suitable for the requirements of the

business strategy and they are strong enough to ensure the implementation of the proposed strategy. The main content of this analysis focuses on:

Enterprise information system.

The current status of the enterprise's management structure on two aspects: organizational system and operating regulations.

The organization's ability to adapt to changes in the environment and business conditions. Has an updated market information system.

Is the strategy consistent with the business's goals and missions?

Is the business's ability to operate and make decisions effective?

No? Is the ability to operate production and business high?

Is the business's working style suitable? What is the customer philosophy?

Is the inspection work close and is the adjustment timely for market changes?

d. Analyze the competitiveness of the enterprise.

Business competitiveness is the ability of a business to

body

maintain the position

your position in the market

school in a sustainable, long-term way


long and meaningful

Karmic factors:


after

30


affect the ability


business competitiveness

The working atmosphere within the business.

Return on investment.

Labor productivity.

Product cost and profitability.

lower energy

product cost of the business

Business experience in the marketplace.

Flexibility and responsiveness of the leadership team in the enterprise.

Product or service quality, market share growth..

2.3. Overview of research status of previous years' works

Through reference sources such as newspapers, magazines, research articles on developing construction market strategies in general and other works related to my topic such as:

1 Some solutions to promote the formation and development of the real estate market in Hanoi (2002) Master's thesis in economics by Mai Van Binh;

2. Perfecting the marketing strategy planning for real estate business of real estate investment companies in Hanoi market (2003) Master's thesis in economics by Vu Thanh Tung.

3 Perfecting the market strategy for elevator products of Thang Long elevator and equipment company (2006) - Master's thesis in economics by Nguyen Thi Hong Le;

4 Master Phung Thi Thuy: '' "Developing marketing strategies of Vietnamese joint stock commercial banks with charter capital of 3,000 billion VND or more

up in Hanoi market", Ministry-level project code B20090771....

I would like to make the following comments:

In terms of content: Some research topics on the current state of market development


Market and market development strategy

31

the school of some companies from


that gives

solutions to develop the consumer market.

Company products on the market

Regarding research methods: Most of the topics mainly stop at using statistical methods, comparing general documents, data from interviews at businesses, as well as customers' opinions about the company are not many. Therefore, these topics are more theoretical and not closely linked to the actual development pace of the business.

Regarding information update: Most of these topics are research works from previous years or banking service research, so these topics have not responded to changes in the current economic context in general and the construction industry in particular.

Furthermore, through the internship at Song Da Corporation, through investigation and interviews with experts and employees in the company, it is found that there are currently some difficult problems that the company is facing such as: Domestic and foreign competitors are growing stronger, still affected by the economic crisis causing the price of input materials to increase.

From the limitations

as well as

company status, market situation

In general, in the construction market, through interviews with experts in the company, I found that developing the company's current construction service market strategy is very necessary to maintain, consolidate and develop the market in the current construction service sector.

2.4. Basic content of developing a business's market strategy

2.4.1. Requirements and basis for developing market strategy

Requirements: When building a strategy to build and develop a market strategy, businesses need to meet the following requirements:

Must ensure to increase the strength of the business and gain the advantage


competition in the business marketplace.

It is necessary to determine the safe business area and clearly define the business scope and the allowable risk level.

It is necessary to clearly identify key objectives and basic conditions for achieving those objectives.

There must be a certain amount of information and knowledge.

Must build backup strategies, alternative strategies.

Must know how to combine opportunity and maturity in business.

Basis: As we know, one of the goals of a business is to optimize profits through providing products and services to customers. To have products and services provided to customers, businesses need to use input factors and technological processes to produce them, or in other words, businesses must make good use of their internal factors. However, not only businesses produce those goods and services, but also other businesses (competitors). Therefore, to attract more customers, the products and services of the business must have better designs and quality than those of competitors, or in other words, they win in the competition.

From that argument, we come to determine the basis for building and developing market strategies including:

+ Customers.

+ Competitors.

+ Business.

Economists

consider this force as "ministry"

three strategies" that businesses

Businesses must rely on it to build and develop their market strategies.

2.4.2. Business content

version of marketing strategy development

business school


2.4.2.1. Determine strategic market goals

Determining strategic objectives is the first step in the strategic planning process and is a very important step. Because correctly determining strategic objectives will be the basis and direction for the next steps of the strategic planning process of the enterprise. On the other hand, it is also the basis for evaluating and adjusting the strategy.

Strategic goals are understood as what a business needs to reach and achieve within a certain period of time (usually long term). Here, it is necessary to distinguish between strategic goals and predictions. Predictions are understood as an indication of what can be achieved in future activities taking into account

past activity

of the business. Project

guess based on

calculate,

But in general it represents a trend. Meanwhile, strategic goals represent the will of the business to rise and need to be achieved.

When determining the target system, it must be based on an analysis of opportunities and threats, and must satisfy the following requirements:

Specificity: goals must be clearly defined for each period, there must be general goals and specific goals.

Connectivity: goals must ensure connectivity and mutual support, or in other words, implementing one goal does not hinder the implementation of another goal.

Prioritization: clearly define the priority of each goal and the hierarchy of each goal.

Flexibility: Goals should be flexible enough to be adjusted to changes in the business environment.

Feasibility: goals must balance difficulty and reality.

Quantitative: goals should be stated in terms that can be measured or quantified.

Rationality: the goal must be fully accepted and understood by those implementing it.

In which the target system in the enterprise depends on each period.


period, it includes long term goals and short term goals.

Long-term goals are desired outcomes set for a relatively long period of time. Long-term goals are typically set in the following seven subject areas:

+ Profit level.

+ Productivity.

+ Competitive position.

+ Problems of solving employment and workers' lives.

+ Leading position in technology.

+ Responsibility to public opinion.

Short-term goals often refer to specific areas and management functions of the business.

* To determine the right and reasonable goals, businesses need to base on:

Based on the relevant objects of the enterprise:

+ Customers.

+ Owner.

+ Board of Directors.

+ Workers.

+ State.

+ Social community. .


have

Based on the history of formation and development of the enterprise.

Based on the decision of the board of directors and the owner


Based on the resources and advantages of the business.

When determining the strategic goals of a business, the goals

This must meet the following requirements:

Specificity: goals must be clearly defined for each period, there must be general goals and specific goals.

Coherence: goals must ensure coherence and mutual support, or in other words, implementing one goal must not hinder the implementation of the other.


other

Prioritization: clearly define the priority of each goal and the hierarchy of each goal.

Flexibility: Goals should be flexible enough to be adjusted to changes in the business environment.

Feasibility: goals must balance difficulty and reality.

Quantitative: goals should be stated in terms that can be measured or quantified.

Rationality: the goal must be fully accepted and understood by those implementing it.

Then the hierarchy of strategic objectives will be established.

The hierarchy of strategic objectives is shown in the following diagram.

Figure 2.7: Hierarchy of the target system


Common goals

Strategy

Purposes related to material resources

Comprehensive performance goals

Purposes related to

human resources

Financial purposes

The system of science and technology and the economic resources of material resources

Comprehensive economic analysis system

Human resource planning and economics system

Financial Planning and Economic Systems

Purposes for job titles, business areas

Operational deployment purposes

l

gulp


Based on those strategic goals, we will know what our business's target market is? Who are the customers?

2.4.2.2. Target market development

From market research and analysis

on the school we will

select

market segments suitable for your business.

Market segmentation ensures a safer business career, because it helps businesses focus their efforts on the right market, build their own identity, a strong, clear and consistent image so that the inherent capabilities of the business can be exploited effectively. Because businesses are not alone in the market, they have to face many competitors with different ways of attracting customers. Each business usually has only one

strength in some aspect of satisfying market needs

Therefore, if the market segments are identified well for the product, the enterprise will control the competition of its competitors and gradually dominate the market.

Market segmentation concept

market: it is the division of market

many schools

different segments, in which each segment will have a certain product for a certain group of people, people call those segments, that is, a group of consumers who react similarly to the same set of marketing stimuli. And market segmentation is the process of dividing consumers into groups based on differences.

like

need, about

personality or behavior.The nature of market segmentation

school is

divide according to certain criteria a large, heterogeneous, diverse overall market into smaller segments that are homogeneous in demand.

The purpose of segmentation is to find the market segment in which you have the most advantage over your competitors, bringing the highest business efficiency. Because not every business can meet and satisfy all customers in a market, segmenting and choosing the right market segment will ensure the safety and success of the business.

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