FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION
MASTER OF INTERNATIONAL BUSINESS ADMINISTRATION
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GRADUATION THESIS
Topic:
COMPLETE SOLUTIONS FOR BUSINESS STRATEGY OF TRADING JOINT STOCK COMPANY
CAPITAL INDUSTRY
Student name : Le Tuan Hai
Grade : English 6
Course 46
Instructor : Dr. Le Thi Thu Thuy
Hanoi, May 2011
INDEX
INTRODUCTION 1
CHAPTER I: GENERAL THEORY OF BUSINESS STRATEGY OF ENTERPRISES 4
I. Overview of business strategy and strategic management 4
1. Concepts 4
1.1. Business strategy 4
1.2. Strategic Management 5
2. The role of business strategy 6
3. Classification of business strategies 7
3.1. Classification by strategic level 7
3.2. Classification by activity orientation 9
3.3. Classification by business scope of the enterprise .. 11 3.4. Classification by competitive method 11
II. Strategic management process 13
1. Strategic planning 13
1.1. Identify strategic goals 13
1.2. Environmental analysis 16
1.3. Choosing strategic options 26
2. Organization of strategy implementation 34
3. Check, evaluate, adjust strategy 35
CHAPTER II: CURRENT STATUS OF BUSINESS STRATEGY OF THU DO INDUSTRIAL TRADING JOINT STOCK COMPANY 38
I. Company Overview 38
1. Formation and development process 38
2. Main areas of operation of the company 40
3. The company's main resources 41
4. Company organizational structure 42
II. Building and implementing the company's current business strategy 45
1. Building a strategy 45
1.1. Environmental analysis 45
1.2. Choosing strategic options 53
2. Implementing strategy 55
2.1. Setting medium and short term goals 55
2.2. Proposing policies 56
2.3. Resource Allocation 57
2.4. Organizational change 58
2.5. Deployment of functional activities 59
III. General assessment of the results of building and implementing the company's business strategy 67
1. Successes 68
2. Existing points and causes 69
CHAPTER III: SOLUTIONS TO IMPROVE THE BUSINESS STRATEGY OF TRADING JOINT STOCK COMPANY
CAPITAL INDUSTRY 71
I. Advantages and difficulties in implementing business strategies
Company 71
1. Advantages 71
1.1. Objective factors 71
1.2. Subjective factors 72
2. Difficulty 72
2.1. Objective factors 72
2.2. Subjective factors 72
II. Solutions to perfect the company's business strategy 73
1. Solutions to help Industrial Trading Joint Stock Company
Capital completes strategy. 73
1.1. Determine the target 73
1.2. Build an organizational structure that is consistent with the established strategy. 74
1.3. Regularly check and adjust strategy 74
1.4. Promote market research activities 74
1.5. Human resource development 75
1.6. Completing and developing distribution channels 76
1.7. Other solutions 79
1.8. Development direction of the company's business products
Capital Industrial Trade Joint Stock Company in the coming years 79
2. Solutions to enable companies to build appropriate development strategies 81
2.1 Industry recommendations and solutions 81
2.2. Recommendations and solutions of the State 83
CONCLUSION 86
REFERENCES 88
INTRODUCTION
1. Urgency of the topic
From the 80s to now, due to the impact of the scientific and technological revolution, especially information technology, biotechnology, materials technology, energy technology, etc., the world economy is changing very deeply and strongly in terms of structure, function and operation methods. This is not a normal change but a historical turning point of great significance: the economy is shifting from an industrial economy to a knowledge economy, human civilization is shifting from an industrial civilization to an intellectual civilization.
To keep up with the general development, each enterprise has to make changes and move on its own to find the right direction. This is not an easy problem that any enterprise can find. Because in the market economy, enterprises always have to face fierce competition from rivals inside and outside the industry. Maintaining or increasing market share and finding competitive advantages become vital issues for enterprises.
Therefore, each enterprise must seek and come up with optimal solutions and appropriate and timely business strategies to keep pace with the development of the national economy as well as the world economy.
To overcome challenges and fully exploit opportunities, construction enterprises in general and Thu Do Industrial Trading Joint Stock Company in particular need to have long-term development strategies to create sustainable competitiveness and be able to operate.
successful not only in the domestic market but also in the international market.
For the above reasons, I decided to choose the topic " Solutions to perfect the business strategy of Thu Do Industrial Trading Joint Stock Company " as the topic of my graduation thesis.
2. Research objectives of the thesis
Research, systematize and clarify basic theoretical issues on strategy, apply theory to practice to evaluate the current status of strategy development and implementation of Thu Do Industrial Trading Joint Stock Company, thereby proposing a number of solutions to perfect the company's strategies.
3. Subject and scope of the thesis
Theoretical and practical issues on building and implementing business strategies, relationships arising around the building of strategies of construction enterprises.
The thesis only analyzes issues related to the strategy of Thu Do Industrial Trading Joint Stock Company in the Construction industry in the Vietnamese market and does not extend to businesses in other industries. When evaluating the company's current business strategy, the thesis limits the analysis from 2007 to present.
4. Research methods
The thesis is based on the Party's viewpoints and guidelines in the socio-economic development strategy of the sector for the period 2001-2010. To achieve the research objectives, the thesis uses and synthesizes research methods such as statistical analysis, comparison, interpretation, induction, forecasting and some other methods.
Regarding data sources: mainly based on reports, projects, documents related to the development strategies of enterprises and annual reports of Thu Do Industrial Trading Joint Stock Company.
5. Structure of the thesis
The thesis consists of 3 chapters:
Chapter I: General theory of business strategy of enterprises.
Chapter II: Current status of business strategy of Thu Do Industrial Trading Joint Stock Company.
Chapter III: Solutions to perfect the business strategy of Thu Do Industrial Trading Joint Stock Company.
However, due to the limitation of research time as well as the limitation of ability, the graduation thesis certainly cannot avoid many shortcomings. I really hope to receive the participation and contributions of teachers, teachers and all students so that I can better understand the nature of this problem.
I would like to sincerely thank Dr. Le Thi Thu Thuy for her dedicated help and guidance in completing this graduation thesis!
CHAPTER I: GENERAL THEORY OF BUSINESS STRATEGY OF ENTERPRISES
I. Overview of business strategy and strategic management
1. Concepts
1.1. Business strategy
The concept of strategy dates back to ancient Greece. The term has deep military roots, originating from “strategos” meaning the role of a general in the army. It later evolved into “The Art of Generals” – referring to the behavioral and psychological skills of generals. By around 330 BC, the time of Alexander the Great, strategy was used to refer to the management skills to exploit forces to crush the opponent and create a system of global domination. Throughout human history, many military theorists such as Sun Tzu, Alexander, Clausewitz, and Napoleon have mentioned and written about strategy from many different perspectives. The basic thesis of strategy is that an opposing side can crush an opponent – even a stronger, more numerous opponent – if they can lead the battle and put the opponent in a position favorable to deploying their capabilities.
Similar to military strategy, an organization's competitive strategy aims to achieve a fit between its distinctive capabilities and the external environment in which it competes. However, compared to military strategy, strategy in the business sector is more complex.
In the traditional approach, business strategy is considered as a unified, comprehensive and coordinated plan to ensure that the basic objectives of the enterprise are achieved. This means that an organization's business strategy is the result of a rational process, producing specific plans. Strategy