GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM BUSINESS STRATEGY OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY (HUD8) IN PERIOD OF 2011 - 2015 Nguyen Van Tiem Phung Ngoc Tu Tran Dang Kien Phung Quoc An Class: GaMBA01.X0810 H A N O I MBA GRADUATION REPORT GROUP 12 21 1 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM GRIGGS UNIVERSITY GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM BUSINESS STRATEGY OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY (HUD8) IN PERIOD OF 2011 - 2015 Group Number: 12 Student‟s name: Nguyen Van Tiem Phung Ngoc Tu Tran Dang Kien Phung Quoc An HA NOI 2011 MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM ACKNOWLEDGEMENT We would like to thank guiding teachers who helped us to research the theory and analyze business environment of Housing and Urban Investment and Development Joint Stock Company (HUD8) and give out business strategic methods On the basis of analyzing, we proposed the choice of business strategy for HUD8 in the next years, our group stated some solutions on both macroscopic and microcosmic aspects The solutions show necessary orientations that need to be changed and improved in order to implement business strategy of the Company However, due to the limited time and qualification, this capstone project report can not avoid mistakes We hope to receive the contributions from teachers to improve the report We thank teachers for helping us to finish this report Hanoi, December 2011 MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM TABLE OF CONTENTS ACKNOWLEDGEMENT TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES INTRODUCTION General environment, content of the report Researching objects and scale Researching method 10 Layout of the thesis 10 CHAPTER 11 BASIC THEORY ON CONSTRUCTING STRATEGY FOR ENTERPRISE 11 Mission and main targets 11 Strategy constructing process 11 Analyzing external environment 12 3.1 Analyzing macroscopic environment 12 3.2 Analyzing environment of business line 13 Analyzing environment inside the enterprise 16 4.1 Resource 16 4.2 Financial capacity 16 4.3 Enterprise administration 16 Selecting business strategy method 16 5.1 SWOT matrix 16 5.2 Setting up QSPM matrix 18 5.3 Selecting business strategy 19 MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM CHAPTER 21 ANALYZING BUSINESS ENVIRONMENT OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY HUD8 (HUD8)21 INTRODUCTION ABOUT THE ENTERPRISE 21 1.1 Production and business fields 21 1.2 Organization structure of the Company 22 1.3 Features of business activities 23 1.4 Visibility 23 ANALYZING EXTERNAL ENVIRONMENT OF HUD8 24 2.1 Analyzing macroscopic environment: Analyzing the influences of environment to HUD according to groups of factors 24 2.2 Analyzing line environment of HUD8 according to the model of competition forces Michael Porter 36 2.3 Competitive Profile Matrix (CPM) 47 ANALYSIS OF INTERNAL ENVIRONMENT OF HUD8 48 3.1 Analysis of Strengths and Weaknesses of HUD8 48 3.2 Evaluation of internal environment of HUD8 55 CHAPTER 58 SELECTION OF BUSINESS STRATEGY OF HUD8 IN PERIOD OF 2011 - 2015 58 TARGETS OF HUD8 IN PERIOD OF 2011 - 2015 58 1.1 Missions of HUD8 58 1.2 5-year economic target in period of 2011 - 2015 58 1.3 Structure of business lines: 59 1.4 Main tasks: 59 STRATEGIC SOLUTIONS OF HUD8 IN PERIOD OF 2011 - 2015 60 MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 2.1 Analysis of SWOT matrix for HUD8 60 2.2 The QSPM matrix 63 2.3 HUD8‟s strategy selection in the 2011-2015 period 67 STRATEGIC SOLUTIONS FOR PERIOD OF 2011 - 2015 69 3.1 Solutions of market: 69 3.2 Solution of enterprise organization: 70 3.3 Solution of investment: 71 3.4 Solution of finance: 72 3.5 Solution of product quality management 73 3.6 Solution of building and developing human resource 74 CONCLUSION 76 REFERENCE 77 MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM LIST OF TABLES Table 1.1: SWOT matrix 17 Table 2.1: Overview of Vietnam economy 27 Table 2.2: Credit sections .28 Table 2.3: Gold market .30 Table 2.4: Population in 2009 according to local area 32 Table 2.5: EFE Matrix 34 Table 2.6: Synthesizing advantages of HUD8 in comparison .39 Table 2.7: Intensity of kinds of pressure 46 Table 2.8: Collection of opportunities and Threats .46 Table 2.9: Competition image matrix 47 Table 2.10: Cash balance and bank deposit 50 Table 2.11: Basic financial targets 50 Table 2.12: Solvency of HUD8 51 Table 2.13: A number of typical projects of HUD8 52 Table 2.14: Summary of Strengths and Weaknesses of HUD8 .55 Table 2.15: IFE Matrix 56 Table 3.1: Economic expenditure for years of 2011 - 2015 .58 Table 3.2: SWOT Matrix .60 Table 3.3: The QSPM matrix for SO strategy group 64 Table 3.4: The QSPM matrix of ST strategy groupError! Bookmark not defined Table 3.5: The QSPM matrix of WO strategy groupError! Bookmark not defined Table 3.6: The QSPM matrix of WT strategy groupError! Bookmark not defined MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM LIST OF FIGURES Figure 1.1: Model of five competition forces of M Porter 14 Figure 2.1: Diagram of organization structure and management mechanism of HUD8 22 Figure 2.2: Stock market 28 Figure 2.3: Population density of Vietnam in comparison with 33 Figure 2.4:Population density in Hanoi and Ho Chi Minh city .33 Figure 2.5: Equity structure of HUD8 49 MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM INTRODUCTION General environment, content of the report In the current context of global real estate investment, Vietnam real estate market proved the attraction from domestic demands and recovering ability of the economy, with the supports from factors such as: economic growth, fast urbanization process and the forming of new middle class Although there are many challenges in the investment environment, Vietnam real estate market is still drawing the attentions from global investment organizations Since the depression time in 2008, there have been many projects being started on every fields, with the remarkable increasing of providing sources in office markets in Hanoi and Ho Chi Minh city, as well as houses and resorts Since the beginning of 2011, because there is the threat of falling into new crisis in world economy, public debts in developed countries such as: Greek, Ireland, Spain, Italy and possible in Japan and USA In 2001, our economy is not the exception, Public debt is at warning level, public investment is reduced , credit finance is tightened, CPI is increasing highly, exportation is decreased, FDI is decreased thus the two important markets of our economy, stock market and real estate market, are the most severely affected, The market is ”frezzed”, the customers change to other investment lines, Project owners can not implement as planned because of undercapitalization Starting from the facts, enterprises participating in Vietnam real estate need to make specific, basic business strategy and define the right and professional direction for business target Current business environment changes very fast, global competition requires each enterprise to be active, creative to get used to such changes every day, every hour Researching objects and scale Housing and Urban Investment and Development Joint Stock Company (HUD8) is operating in real estate field which owns some large projects Target of MBA GRADUATION REPORT GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM the Company is to become one of Vietnam leading companies in real estate, real property business, urban and industrial zone development investment in the general strategic orientation of the Corporation Therefore, researching contents focused on analyzing business environment of HUD8, forming the methods and selecting business strategy for HUD8 in the next years Researching method On the basis of collecting primary and secondary figures, direct investigating method, economy statistic and analyzing method, the group used SWOT matrix, I.E matrix to analyze and select the strategy for HUD8 Layout of the report Layout of the report is as follows: Introduction Chapter BASIC THEORY ON CONSTRUCTING STRATEGY FOR ENTERPRISE Chapter ANALYZING BUSINESS ENVIRONMENT OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY HUD8 (HUD8) Chapter SELECTING BUSINESS STRATEGY FOR HUD8 IN PERIOD OF 2011 - 2015 Conclusion MBA GRADUATION REPORT GROUP 12 10 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM  WO strategy: including Brand Advertising and Development Strategy and Corporate Culture Development Strategy (creating a proactive working environment to restrict brain drain)  WT strategy: including Human Resources Strategy and Joint-Venture Strategy 2.2 The QSPM matrix From above strategies, we can choose attractive strategies include: - Product Centralisation Strategy: + Building and identified core competencies of the company + Focus on key business strategy of the company + Upgrade training qualifications for staff employees + Focus housing development for customers with medium and low income but there really needs to use This strategy is attractive because customer segmentation of this market is currently highly big and really has demand of housing - Product Differentiation Strategy: + Fast construction progress, project completion handover to the customer put to use in the shortest time + The quality of the project to ensure compliance with design standards, public and transparent Organizing the annual news conference with the client + Customer service before and after the sale to be perfect, sure to please every customer whether the customer is the most difficult Model multi-function project, full of items for care support, development life + The tribe is low (good prices), leading to product cost compared to competitors This strategy is more attractive because HUD8 now has advantages of customer service, especially after-sales service from HUD corporation The issue of assuring social security is the one that is not really concerned by many investors MBA GRADUATION REPORT GROUP 12 63 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM resulting in conflicts between customers and investor in the process of using products - Brand Advertising and Development Strategy: + Promote and brand development, as the root of the prestigious brand of products and services, is the sustainability of product quality + Branding on the basis of thorough market research; registration trademark protection products on domestic and international markets, development of system distribution channels, brand management to ensure the credibility and image the brand's image is constantly improving + Locate a clear mark in the awareness of consumers to maximize internal resources and focus on key objectives, implementation plans to support and create a good image in the consumer's mind + Create a link sustainable brand in the minds of consumers This strategy is attractive because currently, with WTO integration process, brand of a business is very critical - Joint-venture Strategy: + Develop business strategies with human resource management system + Develop strategy and joint ventures with partners and organizations to maximize the advantages of each + Create the contract from the board to the workers This strategy is attractive because competition of real estate market is very severe Taking advantages of partners is very critical We start to formulate the QSPM matrix Table 3.3: The QSPM matrix Alternative strategies Product Weight Brand Joint- Centraliza differentia Advertising Venture tion tion and Strategy strategy Key factors Product strategy Development Strategy MBA GRADUATION REPORT GROUP 12 64 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM AS TAS AS TAS AS TAS AS TAS Internal factors Financial capacity 0.2 0.6 0.8 0.6 0.6 0.08 0.24 0.24 0.16 0.16 High value of projects 0.2 0.6 0.8 0.6 0.8 Product quality 0.08 0.24 0.32 0.32 0.24 0.1 0.3 0.3 0.4 0.3 0.04 0.16 0.12 0.08 0.12 0.05 0.2 0.2 0.2 0.2 0.04 0.12 0.16 0.12 0.12 0.05 0.2 0.2 0.1 0.15 0.05 0.15 0.15 0.1 0.1 0.03 0.09 0.09 0.06 0.09 0.07 0.21 0.21 0.14 0.14 0.12 0.36 0.36 0.36 0.36 Good ability of mobilizing capital from external resources Good relationship with State agencies Good relationship with stable suppliers Capacity and vision leaders Qualified and experienced staff Non-policy on building and developing long-term human resource 10 Existence of situation “brain drain” 11 Business and production activity dependent on State capital management mechanism 12 Weak marketing External factors Stable Political environment MBA GRADUATION REPORT GROUP 12 65 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM Policy to encourage investment of the 0.10 0.4 0.4 0.3 0.3 0.06 0.18 0.18 0.18 0.18 0.09 0.36 0.27 0.18 0.18 0.07 0.21 0.14 0.21 0.28 0.09 0.27 0.36 0.27 0.27 0.09 0.27 0.27 0.18 0.18 0.09 0.27 0.36 0.27 0.18 0.05 0.2 0.2 0.1 0.2 0.09 0.18 0.27 0.27 0.18 0.08 0.24 0.24 0.24 0.24 0.07 0.28 0.28 0.21 0.28 Government Increasingly healthy market Preferential Policy for low-paid housing projects Opportunity to coordinate from international economics integration trend Other instable investment channels that attracts cash flow for real estate market Increasing population and urbanization speed Mechanical transformation of the population to urban area Application of new technologies into construction 10 Mechanism of land fund management more puritan 11 Financial and currency market instable 12 Competitive pressure with foreign enterprises The total MBA GRADUATION REPORT GROUP 12 6.33 66 6.92 5.65 5.85 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM Through the QSPM matrix, it is seen that Product Differentiation Strategy is selected with the total score of 6.92 2.3 HUD8’s strategy selection in the 2011-2015 period Combining with analyses from the previous chapters, we select “Product Differentiation Strategy for HUD8 in the 2011-2015 period” Basics to select this strategy as follows: − In the situation of real estate market like today, many projects are deployed tardily, which results in losing customer‟s trust and affecting pressing and necessary needs of the people Therefore, the progress of the project will affect customer‟s decisions of selecting products − Real estate business is durable and sustainable one directly related to customer‟s lives Therefore, customer services, especially after-sales service are very critical − Proving advantages of experience, customer service process is HUD8‟s orientation in developing its core value in the present and in the future as well Thus, Product Differentiation Strategy is not only suitable to HUD8‟s current competition position, helps HUD8 bring more benefits for its customers but also creates a sustainable competitive advantage for HUD8 Differentiation of HUD8 a Customer service About people (employees) Staff working in the field of customer service (customer service before and after the project) must demonstrate proficiency, career mastery, such as: - Curious about the product; - Understanding of the service, the company's policies; - Knowing about products and services by competitors; - Proficient skills MBA GRADUATION REPORT GROUP 12 67 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM For this, companies need to adopt policies and strategies to recruit and train all the staff, regularly In fact the particular as well as rival firms operating in the real estate sector has not really care and appropriate investment for this area About technology Invest in a synchronous digital technology, software applications for customer care services, such as: - Communications technology, online consultants answer, remote (Website, Email; phone); - Provides information about the product fully and promptly; - Making the most convenient for customers; About products and services Provide advice and implement procedures at the office or at home; Offering free design service, or adjust the design according to customer needs; Free services from technical errors, minor damage during use; Arrange for the management of urban housing in a professional, friendly, making it absolutely safe for customers and daily life in the area above Is there a policy on financial support to its clients, such as cooperation with banks, finance companies for the borrowers to buy houses, or the policy is paid in installments according to progress project until diplomatic HUD8 products to customers and the above procedure will HUD8 free service b Progress of project implementation This is a very important factor for deciding which customers buy your product, in fact present in Vietnam, the delivery of products between the investors and customers are often not their commitments, prolonged have extended the project to hand over houses from 12 months to 24 months or longer there are many reasons for the delay, such as clearance; financial technology solutions in construction application MBA GRADUATION REPORT GROUP 12 68 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM There are a number of businesses are aware of the importance it has done relatively well on issues such as Vincom Group; Kengnam Group has not yet comprehensive and thorough due mainly to accelerate all primarily by imposing control and time for construction contractor without a comprehensive solution to insecurity in the process of project implementation From there, HUD8 made a complete solution of the following: • Solution architecture and application of new materials in the world for projects • Investment in equipment and construction machines to recovery quickly c Enriched products Currently, projects are often asynchronous, piecemeal projects blurred stuck in the old residential areas, leading to not have a comfortable living space not fully meet the needs of customers With its strategy, HUD8 has been implementing real estate projects with the same complete set of products The project is self-contained urban areas: Residential; zone adjacent houses; Villas Office for lease; schools, supermarkets, hospitals, recreation (swimming pool, tennis courts) So good to meet the needs of customers, with many different customers STRATEGIC SOLUTIONS FOR PERIOD OF 2011 - 2015 3.1 Solutions of market: “Market solution" includes: research, develop and organize programs on market impact of a particular product, apprise its performance, design and implement advertisement and so on and then create a brand having stand on the market The real estate market at the end of 2011 continues to have difficulties, and still has a lot of challenges in 2012 In order to survive and develop, HUD8 is required to have strategies and solutions as per market trends Through training programs, consultancy in 2011 for the real estate business, as well as survey results on "implementation status of marketing and sales in real estate projects" of the MBA GRADUATION REPORT GROUP 12 69 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM enterprises in the industry in the past; HUD8 finds that a lot of real estate companies is passive in the strategic and implementation direction of communication activities, sales activities for the business goals and brand For example, there is no communication strategy for each target customer group, no long-term solution to maintain and develop the brand, no effective marketing for sales, no methodical selling implementation solution, difficulties in making business planning and effective marketing, as well as improving customer service and so on Therefore, in order to develop the market; HUD8 focuses on developing and completing the following processes: + To improve business processes and exploit investment, develop projects of housing, urban and engineering infrastructure from the advertisement and products introduction period to period of handing over and putting into service + Develop and improve services from inside, from which to build a staff to doing business who understands policies of the State and the market situation, ensure quick grasp of fluctuations in the market to take measures to adjust their business plans timely and soundly + Develop process of after-sale service, offer outstanding value to customers Listen to and take care of customers, meet demand on production and business of the Company, have Strong points to enhance the brand, ensure the effectiveness of the project 3.2 Solution of enterprise organization: Develop and complete the organizational structure of personnel to fit new production and business model of the company Restructure capital of the HUD8 Company to promote the strength of the Group Complete and develop decentralization and management regulation to continuously improve all aspects of the management and promote highly self-creation capital of the company Build and develop human resource, train awareness for all staffs of the functional parts of the company and apply the quality management system MBA GRADUATION REPORT GROUP 12 70 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM according to ISO 9001 - 2000 standard to all aspects of the organization aiming to improve the efficiency of production and business activities Enhance staffs for after-sales service and after sales service Capture and analyze customer information fast and accurately to offer solutions for serving customers effectively and quality 3.3 Solution of investment: Method of managing real estate and sales effectively In Ho Chi Minh City, the program deepens from the sales planning and policy development for real estate and sales, construction and development of real estate sales team, management and development of trading system effectively, to plan for visiting customers and preparation steps, as notes in the promotion program, management of business results effectively The effective business planning and marketing for real estate of HUD8 Be held annually, to introduce and share to enterprises business planning and marketing accordingly, to create optimal results for the enterprises in the industry, to help enterprises be more active against difficulties and challenges in 2012 Marketing solution for real estate projects, HUD8 pays special attention to and find new solutions for Marketing helping HUD8 more active in the market situation of 2011 and 2012 with difficulties Develop and expand the market and promote to look for projects in Hanoi city, Ho Chi Minh City and the neighboring provinces such as Lao Cai, Hung Yen, Vinh Phuc, etc Research, develop and invest in improving services and building materials Invest and coordinate with business units having strength in searching and finding projects, capable of business fund and so on to implement an investment in project most effectively Invest in renovation and modernization of technological equipment, management facilities, especially information technology for ensuring the fastest access to the newly scientific and technologic achievements MBA GRADUATION REPORT GROUP 12 71 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM Strengthen support of the Group to the development of new projects to take advantage and promote available Strong points and experiences of departments, divisions of the company 3.4 Solution of finance: Promote and use corporate funds effectively and build effective capital management solutions to meet the demand of using capital for projects Form management regulations and declare expenditures for advertising, marketing, promotion, and expenses for communication, conferences, transaction, foreign affairs, etc Establish the financial investment council of HUD8 Company; decentralize the Management Board and CEO to ensure effective and time of the financial investment Develop plan for raising capital (increasing charter capital, issuing convertible bonds, ) to ensure funds for investment and business activities of HUD8 Work with financial or credit organizations to finance capital for implementation of investment in projects in real estate, industrial parks of HUD8 Establish Debt Collection Board to finish withdrawing debt of the customers in the projects, to ensure funds for the activities of the company Route and budget strategy: Roadmap and strategy Hud8 budget period from 2011 to 2015 divided into three implementation phases with a total budget of 45 billion Phase from 2011 to 2013 with a budget of 10 billion investment strategy for the implementation of customer care services + Training and professional qualifications of the staff and workers in the field of customer care services + Investment in equipment technology, products and services Phase from 2013 to 2014 with a budget of 30 billion investment strategy to make progress, quality and cost of the project MBA GRADUATION REPORT GROUP 12 72 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM + Training for management level staff project management, construction project management processes according to ISO standards apply to projects of developed countries like USA, Japan etc + Investment in equipment and machinery, modern etc Stage from 2014 to 2015 with a budget of billion investment to implement strategies to build the project enriched products + Construction Marketing team development, Department designed to develop new ideas and practices etc + To build the model, sample products introduced to our customers, to get market feedback 3.5 Solution of product quality management Model of service quality management has basically three types: Model of communication, the model of satisfaction level of consumers and the product model Communication model: In recent years, a number of scholars of business and management think that: The central issue in the direct service activity is the communication between the customers and service staff Therefore, managers should base on communication theory to analyze the service, design direction and management of the direct service to improve the quality of service Model of satisfaction level of the customers: This model emphasizes the subjective perception of the customers on quality of service In this model, relation between service nature and service quality in customer service is not fully simple and mechanical That the customers continue to purchase products of the company, coordinate with service staff, propaganda the company depends on the subjective perception of the customer on service process and service results The subjective perception of the customers and their personality are associated with the service time and service case This requires management staff should not only pay attention to the service process and service results but also to understand the customers„ conception and the psychological, social and environmental factors having MBA GRADUATION REPORT GROUP 12 73 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM influence on communication between the customers and service staff during serving Product Model: Features of the service requires service managers to define service quality standard, to choose inputs and technology used to produce the product model as per the quality requirements with the lowest price Product model is a model of quality management fairly valued today Ensure the regulations on quality control process of the construction projects Promulgate regulations on management of construction quality and design management Organize and monitor closely construction and installation of works and projects Strengthen supervision and management of contractors having appropriate manner of execution to promote schedule to ensure completion of objectives according to work progress Select contractors having capacity and experience and participating in work construction Strengthen the direction and supervision of the investor and the relationship between the management, supervising consultant, design unit and construction unit to speed up and improve work quality Organize good management of the master plan at the site to improve the quality, work progress and effectiveness of the project Develop measures and regulations on the labor protection and occupational health and safety of the construction and installation units in the works and projects invested by the company 3.6 Solution of building and developing human resource Regularly organize to communicate with the member units inside and outside of the Group Designate staff to training and retrain staff of the functional departments of the company Especially train key staff and subordinate staff on knowledge of corporate governance, economic management, business accounting, foreign languages and so on to fit the way of self-control, self-responsibility in the new situation of the company MBA GRADUATION REPORT GROUP 12 74 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM Raise the spirit of "Dare to think, Dare to do, dare to be responsible." Form industrial and modern working style for all employees in the company; make sure to comply with quality management standard in accordance with ISO 9001-2000 Strengthen and develop services within the company Develop policy of treatment, encourage for all officials and employees appointed to be tutored and trained Perform task of tutoring and training staff, engineers, economic bachelors, professional and technical workers in home well, constantly communicate and learn from member companies in the group Strengthen and re-arrange workers as per the work in accordance with the capacity and level of work; make plan for training, take into account of handling work force without skill and not as per job requirements MBA GRADUATION REPORT GROUP 12 75 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM CONCLUSION In the industrial era, global integration, the companies often have to compete fiercely to maintain profit growth and development, which requires enterprises to promote their core competencies, build their own strategy for sustainable development A good strategy shall help managers and staff to aware of action solution and to bring success to the enterprise In contrast, an organization that has no strategy is like a ship without captain and it might cause enormous waste of time and resources During process of topic, Group 12 with the knowledge learned in training programs in general and Strategic Management subject in particular wishes to contribute to building development strategy of the HUD8 Company to become an enterprise with its own identity, difference, and creating value for Enterprises and Society We would like to give our thanks for precious assistance of our teachers, program, thank for attention of the leaders of HUD8 Company helping us to complete this topic With limited knowledge and little experience, so the above topic of group 12 shall still remain certain mistakes, we are looking forward to receiving the teachers‟ and your comments Thank you very much./ MBA GRADUATION REPORT GROUP 12 76 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM REFERENCE Vietnamese: Le The gioi - Nguyen Thanh Liem - Tran Huu Hai (2007), Quan tri Chien luoc (Strategic Management) , Thong Ke Publisher, Ha Noi Vu Trong Khai (Chief author), Lam Ngoc Diep (1996), To chuc va quan tri cong ty (Company organization and administration), Thong Ke Publisher, Ha Noi Reports of CB Richard Ellis Company (Year of 2011) Report on SJS the South Securities Joint Stock Company (2011) Website of HUD8: www.HUD8.com.vn Website of General Statistic Office: http://www.gso.gov.vn English: Chandler, A (1962), Strategy and Structure Cambrige, Massachusetts MIT Press Charles, Hill and Garth, Jone (1995), Strategic Management, Washington J David Hunger & Thomas L.Wheelen (2001), Essentials of Strategic management M.E Porter (1980), Competitive Strategy, Free Press New York MBA GRADUATION REPORT GROUP 12 77 ... structure of HUD8 Housing and Urban Development and Investment Joint Stock Company HUD8 was established in 2007 and is a subsidiary company under the Housing and Urban and Urban Development and Investment. .. 48 3.2 Evaluation of internal environment of HUD8 55 CHAPTER 58 SELECTION OF BUSINESS STRATEGY OF HUD8 IN PERIOD OF 2011 - 2015 58 TARGETS OF HUD8 IN PERIOD OF 2011 - 2015. .. Construction Investment Joint Stock Company (Hancic) In the South: - Phu My Hung Joint- venture Company - Tan Tao Industrial Zone Investment Joint Stock Company - Him Lam Joint Stock Company - Hoang