ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- Nguyễn Thị Lệ Thu DEVELOP BUSINESS STRATEGY OF SEYANG CORPORATION VIETNAM XÂY DỰNG CHIẾN LƯỢC KINH DOANH CÔNG TY TNHH SEYANG CORPORATION VIỆT NAM LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- Nguyễn Thị Lệ Thu DEVELOP BUSINESS STRATEGY OF SEYANG CORPORATION VIETNAM XÂY DỰNG CHIẾN LƯỢC KINH DOANH CÔNG TY TNHH SEYANG CORPORATION VIỆT NAM Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS. HOÀNG ĐÌNH PHI HÀ NỘI - 2020 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article. The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration.
i LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGMENTS I had received a lot of help and encouragement during the time of completing this thesis. First of all, I would like to express my deepest respect and gratitude to Professor Hoang Dinh Phi who is dedicated to guide me to complete this thesis. I would like to thank the Board of Directors and all teachers of Hanoi National University for conveying and equipping me with valuable knowledge and experiences during the past two years of study. I would like to express my sincere thanks to the Board of Directors, departments and agencies of Ha Nam province for their enthusiastic assistance in the process of collecting data for the implement.
Finally, I would like to express my sincere thanks to my family, friends and colleagues who have always created favorable conditions to help, cheer and encourage me during the thesis. ii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENT DECLARATION. ii TABLE OF CONTENT. iii LIST OF TABLES.
v LIST OF FIGURES. 1 CHAPTER 1: THEORETICAL BASIS FOR DEVELOPING BUSINESS STRATEGIES OF ENTERPRISES. Overview of business strategy of the enterprise. The role of business strategy in the enterprise.
Business strategy levels and types of strategies. The basic content of the development business strategy. Determine the goals of the organization. Formation and strategic selection.
Tools and techniques used in developing business strategy of the enterprise. 19 CHAPTER 2: ANALYSIS OF BUSINESS ENVIRONMENT OF SEYANG CORPORATION VIETNAM. Overview of Seyang Corporation Vietnam. The process of establishment and development.
Business performance of Seyang Corporation Vietnam. 23 iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. The business environment analysis of Seyang Corporation Vietnam .7 Internal Factor Evaluation Matrix. 47 CHAPTER 3: BUSINESS STRATEGY OF SEYANG CORPORATION VIETNAM VISION TO 20255.
Development orientation of Seyang Vietnam Company to 2025 .1 Expected situation of export garment market in coming years .2 The orientation of Seyang Corporation Vietnam. Develop business strategy for Seyang Vietnam to 2025. Strategies formed from the SWOT matrix. Select preferred implementation strategy .3 Solutions to implement business strategy for Seyang Vietnam until 2025.1 Enhancing marketing activities .2 Finding and expanding markets in new areas .3 Investment to expand production and business, increase profit rate .1 Recommendations to central ministries .2 The relevant functional units.
67 APPENDIX iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES Table Content Page Table 2.1 National GDP growth rate from 2013 to 2017 28 Competitive Profile Matrix of Seyang Corporation Vietnam Table 2.2 34 and some key rivals Table 2.3 External Factor Evaluation Matrix (EFE) 38 Table 2.4 Qualifications of staff in Seyang Corp Vietnam in 2018 39 Evaluation of managers on marketing activities of the Table 2.5 42 Company Financial indicators/ target of Seyang Vietnam from 2015 – Table 2.7 Internal Factor Evaluation Matrix 47 Table 3.1 SWOT matrix of the Company 53 Table 3.2 Prioritizing strategy implementation 56 Roadmap implementation of the business strategy of the Table 3.3 57 Company from 2019 to 2025 v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FIGURES Figure Content Page Figure 1.1 Factors that form the mission of Seyang Corporaion Vietnam 7 Figure 1.2 PEST analysis 10 Figure 1.3 Porter’s Five Forces Model 12 Figure 1.4 Value chain diagram 16 Figure 2.1 Organizational chart of Seyang Corporation Vietnam 23 Figure 2.2 Business performance of Seyang Corporation Vietnam 25 Figure 2.3 The situation of exchange rate fluctuations of Vietnam recently 28 Figure 2.4 Production situation of the company 45 Figure 2.5 Process of performing export product of the company 46 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail. The importance of the topic In the fierce competitive market, if business want to survive, they have to find the right path and develop their own strategy that appropriate to the external and internal factors of the company. In particular, strategy is an integral part and is one of the most important basis for developing business strategy. Over the years, Vietnam's textile industry has always been successful in boosting exports to overseas with export turnover growing from 8% to 10%.
In 2019, the Ministry of Industry and Trade said that the export turnover of textiles and garments was estimated at US $ 4.89 billion, increase 19% compared to the same period in 2018. Remarkably, investment capital flows in the textile industry is growing, thus creating more competitive products as well. Seyang Corporation Vietnam is one of the major garment manufacturing companies, having many strengths and always leading the market. However, in recent years, the production activities of the company have decreased, the market share has been narrowed significantly due to the participation of a series of domestic and foreign costume and apparel manufacturing companies.
In addition, there is a deep change in the domestic market and inadequacies in competitive strategy. Vietnam's textile industry has made many progresses in the past years, but there are still hidden risks. Facing the challenges of the coming years, in order to maintain the market and the growth rate, each Vietnamese textile and garment business needs to deeply invest to improve working conditions, increase labor productivity, reduce labor costs on a product and reduce staffing while increasing output. At the same time, businesses need to focus on caring workers both on working conditions, incomes, and living conditions, cultural and spiritual value to preserve skilled workforce.
In order to sustain and develop, textile and apparel enterprises must focus on 3 important factors: increasing productivity; investing in automation; choosing high-class orders, technical goods, high processing prices. Facing the situation of competition in the textile market as above, the company must take measures to maintain and improve business on the basis of developing appropriate business strategies for the next step. For these reasons, the author has chosen the topic: "Develop business strategies of 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Seyang Corporation Vietnam" to help the company to build long-term business orientation and goals to enhance business results. Objectives of the research The first thing is to systematize the theoretical and practical basis for developing a business strategy of the company.
The second thing is to assess the current situation of Seyang Corporation Vietnam’s strategy in recent years. The final thing is to propose some ideas on business strategy development of Seyang Corporation Vietnam. Subject of the research Doing theory and practice research of business strategy development process of enterprises. Research scope Time: Research the situation through Seyang Corporation Vietnam’s documents has been published over the years, focusing mainly in the years 2016 - 2018.
Proposing orientations towards 2025. Space: Research project of developing business activities of Seyang Corporation Vietnam. Content: The thesis examines the components and the content of each step of developing business strategy. Factors affecting business strategy formulation; situation of developing business strategy and propose a number of ideas on business strategy development of Seyang Corporation Vietnam.
Research Methods - Data collection method + Secondary data: The author collects secondary data from the textbooks, master thesis, articles, related research works as a theoretical basis and collects from income statement, public processes, and financial statements of Seyang Corporation Vietnam. + Primary data: Primary data is collected through the method of investigating related objects. Subjects of the survey: To research and develop Seyang Corporation Vietnam's business strategy, the author developed a questionnaire for managers of Seyang Vietnam. + Content of the survey: Assessments of the importance of internal environmental factors, external environmental factors to business operations and the responsiveness of Seyang Vietnam and competitors to these factors.
+ Order of the survey: On the basis of the designed questionnaire, the author made 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com a list of survey subjects and send the questionnaire via: direct and email. The sample will be collected in 10 board of management of Seyang. The questionnaire consists of 3 parts: The introduction includes the reason for the interview and the information of the interviewee The content includes questions related to the topic. The conclusion is the author's thanks to the respondents.
Choosing method: Specific Identification Method - Data processing methods: The data is collected and processed by Excel software. - Information analysis method: + Descriptive statistics method: Based on statistical data, the number describe the fluctuations as well as changes in data. This method is used to describe the current situation of Seyang Corporation Vietnam's business strategy development. + Comparative method: This method is used in the process of analyzing and evaluating the actual situation of building business strategy of Seyang Corporation Vietnam over the years.
From there, draw comments and assessments to create a basis for the methods of analysis and synthesis. Absolute numerical comparison: Through the results between the values of the analysis period compared to the base period, we see the fluctuation in the absolute number of analysis criteria. Relative numerical comparison: From the results of comparison between the adjusted actual number according to a coefficient of the relevant norm in the direction of the scale to identify how many percentage increase or decrease the target. Structure of the thesis In addition to the introduction, conclusion, list of references.
the thesis consists of 3 chapters: Chapter 1. Theoretical basis for developing business strategies of enterprises Chapter 2. Analysis business environment of Seyang Corporation Vietnam Chapter 3. Business strategy of Seyang Corporation Vietnam vision to 2025 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 1 THEORETICAL BASIS FOR DEVELOPING BUSINESS STRATEGIES OF ENTERPRISES 1.
Overview of business strategy of the enterprise 1. Definition “Strategy” was first used in the military. Gradually, this word is used in other areas of socio-economic life. The term "strategy" in Vietnamese is the combination of scrambling and calculating.
So according to the original, strategy is the plan to fight and, more importantly, to win. In the dictionary of American cultural heritage there is also a definition that reflects the military origin of the “strategy” phrase as follows: “It is the military command art and science, which is applied to make overall planning and conduct large-scale campaigns”. Alfred Chandler of Harvard University defines: “Strategy is determining the long- term basic goals of a business, and implementing plan along with the allocation of resources needed to get those goals”. The thought expressed clearly in Mr.
Chandler's definition is the rational planning process, the business is described in the form of choosing its goals, defining the action plan (strategy) to achieve those goals, and allocate resources accordingly.