jLmaiwa Universify of Scicncc and Technology a =| bh + Department of Business Administration. (61 Thesis for a Master’s Degree STRATEGIES TO IMPROVE BUSSINESS PERFORMANCE OF THE HIGHLANDS Researcher: Pham Khac Hicu Supervisor: Associate Professor Ya- Chi Huang July 2018 Lunghwa University of Science and Technology Approval Certificate of Master's Degree Examination Board This is to certify that the Master’s Degree Examinations Board has approved the thesis STRATEGIES TO IMPROVE BUSSINESS PERFORMANCE OF THE HIGHLANDS published by Mr. Pham Khac Hieu in the Master Program of Graduate School of Department of Business Administration Master's Degree Examination Board Board Members : Advisors : Associate Professor Ya- Chi Huang Chair : Date :_2018 / 07 / ABSTRACT Thesis Tille : STRATEGIES TO IMPROVE BUSSINESS PERFORMANCE OF THE HIGHLANDS, Pages : 77 University : Lunghwa University of Science and Technology Graduate School ! Department of Business Administralion Date + July, 2018 Degree : Master Researcher : Pham Khac Hieu Advisor : Associate Professor Ya- Chi Huang Keywords : Sales performance, Strategy, “This thesis is dedicated to investigate the factors affecting the business performance of Tlighlands and provide relevant potential solutions (o improve the business performance of Highlands iti 3.2 Developing the core slratezy assessments D6 3. DATA ANALYSIS RESULTS AND DISCUSSIONS.
ce ceeeecetnreenenatennsnaninitaninasninitinisnsnieeenienanannae DD 42. Survey Results 28 Profile of responders 28 Customer saligfaclion aS8tST0ML oo. ee eects 2B Staff satisfaction/assessment 3 4. Vinding of survey.
Vindings ftom the overviews with staffs. Fimdings fiom the Survey with managers 4. Vindings fram the overview of cnstomers 43 “¬. RECOMMENDATIONS TO HIGHLANDS TO IMPROVE ITS BUSINESS PERFORMANCE 54 5.1, Summary of challenges facing ITighlands m 5.
Stralegy lo enhance business performance. Conducting swif retention programs ta keep lughly qualified siaf und human resources. “4 Signing option contracts with supplicre to keep inpul costs under conlrol.55 Renting additional parking, spaces to increase the number of customers can 56 „56 Conducting regular working climale suvevs lo uudsttand potential issues, recognize quickly problems to be addressed. Matksling development for auching a new product line 57 5.
Limits of thesis 58 5⁄4. COMPUSION ce cetnsieinatainieiinanenanenitiiiiusnatinnininmenanesnann SD LIST OF REFERENCES vi ABLES OF CONTENTS ABSTRACT. TARLES GF CONTENTS. LIST OF TABLE: LIST OF FIGURE: 1.
Rationale of the study tnpic of thesis 1 12, Objectives OF Rt8i2 cc cesecneeimeienetnimanananmininananaininansnataintananesnsnssnel 1. Research Methodologies and Dala. I landing, collected data. 3 15, Plan of thesis.
RACKGROUND OF THE HIGHLANDS AND ITS CONTEXTS. Owerview ofHighlands Compzny 2. Products and Customer segmentation.1, Strategy concept and definition 18 3.1 Strategy process and stages.2 Lierarchy of strategy. - „31 2433 Howtonnlcbusnesa strategy to pesform „21 3.
Factors affecting the Strategy making. Keys to successfull global strategy. v Itis a great pleasure for me to work with this dissertation. I would especially like to thank all teachers, professors for all knowledge, skills and information I received.
It is very wonderful chance to work with so excellent and enthusiastic proféssors. T am also very gratefiil to my tutor, Associate Professor Ya- Chi TTnang, for his support. I appreciate all his time and efforts to encourage and guide me dwing my dissertation writing I would like to thank my colleagues, my customers for helping me to support me information to complete this disscrlation and answer the questionnaire for my arch, This thesis cannot be done without their help. Finally, 1 would like to thank and dedicate this dissertation to my family for the unconditional support, wha consistericy motivated me to cormplele the thesis Best regards, Thank you! Pham Khác Hiew LIST OF TABLES Table 3-1: SWOT matrix (Winer, 2006).
Table 4-1: Profile of tesponders. Table 4-2: Customer satisfaction. Table 4-3: Frequent attendance of customers. Table 4-1: The nwnber of years staffs work at Highlands.
LIST OF FIGURES Figure 2-1: Organisational structure Figure 2-2: Production lines. Figure 2-3: Porter's value chain. Figure 2-4 Porter’s five forces. Figure 3-1: The New Business HR Agenda Figure 4-1: Customers’ assessment on Product diversification.
Figure 4-2: Customers’ assessment on theme. Figure 4-3: Customers’ assessment on product quality. Figure 4-4: Customers’ assessment an rush-hour service quality. Figure 4-5: Customers’ assessment on promotional activities.
igure 4-6: Customers’ assessment on comparative advantage. Figure 4-7: The compensation policy valuation. Figure 4-8: The working environment. Figure 4-9: Assessment on Training.
Figure 4-10: Evaluation of the training program for the management. Figure 4-11: Fvaluation of remunerations. Figure 4-12: Assessment of the factors affecting the operation of the Ilighlands wl vil 1.1 Rationale of the study topic of thesis Thighlands is a business operating in the cafeteria industry, Tighlands has a wamber of strengths. First, Highlands stores is mostly located at center of city or famous shopping malls, crowded areas.
Second, Highlands also has a flexible shipping service comibinaled with Delivery now app. Third, co purchased from the original and qualificd coffee farms. Finally, the strength of Hlightands comes from its bargaming power; the ability of Highlands to exert influence over suppliers in a negotiation in order to achieve a deal which is favorable to themselves as every year Highlands collects and purchase a lot of input stuffs (Diing, 2015; Tran, 2016). However, recent development of the market shows a number of threats to the company including growing competitors, growing entrants, brand loyalty, competitive price, incrcasing cost of rent, high rate of staff tumover, ote.
That makes changes in strategy to keep up with business environment. Business strategy plays an important part in the survival and development of each business, In competitive market, good stratqgics can lihp businesses more successful than many competitors and create its place in the marketplace. The purpose of this study is to learn ahout the business strategies of specific businesses based on the study of Highlands. To cvsluate strategics, Ginding strengths and weaknesses, and ultimatcly developing strategies to improve the company's strategy play important role.
A good business strategy will help the company capture the opportunities as well as combat threat in order lo develop business. Besides, Highlands should Jean the lessons of business strategies fiom domestic and foreign enterprises to improve and develop business strategies of enterprises, ‘This is the reason that 1 choose the topic of “Strategies lo improve business performance of the Tighlaels” for my thesis 1.2 Objectives of thesis ‘The primary objective of this thes s is to investigate the current performance of Highlands company and recommend relevant solutions to improve the performance.3 Study questions This thesis will discuss the questions below: © What are strengths and weakness of Highlands? © What are opportunities and throats of Highlands? © Tow to improve the performance of Highlands? 1.4 Research Methodologies and Data 1.1 Research process ‘The thesis is going to use Data Collection, Comparison, Qualitative, and Quantitative Analysis. © Information are collected fo get background; lileralure review lo support. analysis ® Comparison experiences of e-commerce ffom some countries, combine with the facls in Victnarn to provide oplirmal solnlions © Qualitative analysis: Indicating lo the writlen dala is known as qualilative approach which colleets, describes, and analyses the characteristic ofthe subject matter.
This form of method specializes to empirical reasoning and theoretical creation which used interpretation oullaok and does nol prove anything but explaining through the Isolortiv thory in the research, Although the qualitative method can be carried oul via the survey, the inquiry must be in open question. © Quantitative analysis: refers to the process of gathering, analyzing and prescnting the information from raw data in any pheriomenal issues of the research that mainly relaled lo wunbers. The quantitative inquiry is based wainly on the theories which can be demonstrated in practice and by subjective aspect because of the prmeiple i1 ammbers. In this case, the quantitative research amplified mostly to the closed que maire i tho survey.
The statis ical ull is uscd to Lest the truly hypothesizes through table, chart, and graph incheations. LIST OF TABLES Table 3-1: SWOT matrix (Winer, 2006). Table 4-1: Profile of tesponders. Table 4-2: Customer satisfaction.
Table 4-3: Frequent attendance of customers. Table 4-1: The nwnber of years staffs work at Highlands. LIST OF FIGURES Figure 2-1: Organisational structure Figure 2-2: Production lines. Figure 2-3: Porter's value chain.
Figure 2-4 Porter’s five forces. Figure 3-1: The New Business HR Agenda Figure 4-1: Customers’ assessment on Product diversification. Figure 4-2: Customers’ assessment on theme. Figure 4-3: Customers’ assessment on product quality.
Figure 4-4: Customers’ assessment an rush-hour service quality. Figure 4-5: Customers’ assessment on promotional activities. igure 4-6: Customers’ assessment on comparative advantage. Figure 4-7: The compensation policy valuation.
Figure 4-8: The working environment. Figure 4-9: Assessment on Training. Figure 4-10: Evaluation of the training program for the management. Figure 4-11: Fvaluation of remunerations.
Figure 4-12: Assessment of the factors affecting the operation of the Ilighlands wl vil Itis a great pleasure for me to work with this dissertation. I would especially like to thank all teachers, professors for all knowledge, skills and information I received. It is very wonderful chance to work with so excellent and enthusiastic proféssors. T am also very gratefiil to my tutor, Associate Professor Ya- Chi TTnang, for his support.
I appreciate all his time and efforts to encourage and guide me dwing my dissertation writing I would like to thank my colleagues, my customers for helping me to support me information to complete this disscrlation and answer the questionnaire for my arch, This thesis cannot be done without their help. Finally, 1 would like to thank and dedicate this dissertation to my family for the unconditional support, wha consistericy motivated me to cormplele the thesis Best regards, Thank you! Pham Khác Hiew 1.3 Study questions This thesis will discuss the questions below: © What are strengths and weakness of Highlands? © What are opportunities and throats of Highlands? © Tow to improve the performance of Highlands? 1.4 Research Methodologies and Data 1.1 Research process ‘The thesis is going to use Data Collection, Comparison, Qualitative, and Quantitative Analysis. © Information are collected fo get background; lileralure review lo support. analysis ® Comparison experiences of e-commerce ffom some countries, combine with the facls in Victnarn to provide oplirmal solnlions © Qualitative analysis: Indicating lo the writlen dala is known as qualilative approach which colleets, describes, and analyses the characteristic ofthe subject matter.
This form of method specializes to empirical reasoning and theoretical creation which used interpretation oullaok and does nol prove anything but explaining through the Isolortiv thory in the research, Although the qualitative method can be carried oul via the survey, the inquiry must be in open question. © Quantitative analysis: refers to the process of gathering, analyzing and prescnting the information from raw data in any pheriomenal issues of the research that mainly relaled lo wunbers. The quantitative inquiry is based wainly on the theories which can be demonstrated in practice and by subjective aspect because of the prmeiple i1 ammbers. In this case, the quantitative research amplified mostly to the closed que maire i tho survey.
The statis ical ull is uscd to Lest the truly hypothesizes through table, chart, and graph incheations. Figure 4-13: Evaluate the level of adaptation to highlands programs. Higure 4-14: SWOY analysis. Figure 4-15 8O, WO, ST, WT strategies .1 Rationale of the study topic of thesis Thighlands is a business operating in the cafeteria industry, Tighlands has a wamber of strengths.
First, Highlands stores is mostly located at center of city or famous shopping malls, crowded areas. Second, Highlands also has a flexible shipping service comibinaled with Delivery now app. Third, co purchased from the original and qualificd coffee farms. Finally, the strength of Hlightands comes from its bargaming power; the ability of Highlands to exert influence over suppliers in a negotiation in order to achieve a deal which is favorable to themselves as every year Highlands collects and purchase a lot of input stuffs (Diing, 2015; Tran, 2016).
However, recent development of the market shows a number of threats to the company including growing competitors, growing entrants, brand loyalty, competitive price, incrcasing cost of rent, high rate of staff tumover, ote.