Building business strategy of Phuong Dong Trading and Construction Joint Stock Company in the period of 2013-2018

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Building business strategy of Phuong Dong Trading and Construction Joint Stock Company in the period of 2013-2018

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Grice) Strategic Management Ta TEE GRIGGS GLOBAL ADVANCED I ES ET EI UNIVERSITY MASTER OF BUSINESS ADMINISTRATION PROGRAM CAPSTONE PROJECT REPORT BUILDING BUSINESS STRATEGY OF PHUONG DONG TRADING AND CONSTRUCTION JOINT STOCK COMPANY | IN THE PERIOD OF 2013 — 2018 Group Number: Student’s name: Dao Chi Cuong Tran Thi Mai Hong Truong Thi Thu Huong Trinh Ngoc Son HANOI cs Global Advanced Master oF Business Administration 2013 I GRIGGS Strategic Management UNIVERSITY ACKNOWLEDGEMENT Dear Professors! Dear Sir and Madame! Getting Members hold of your of the Group enthusiastic No3 of the Class teaching and dedicated GaMBA.M0611 have instruction, studied the together, formec the team work and completed this important capstone project report We would like to express our sincere thanks to our professors and teachers, and the CEO Mangenent of PHUTRACO and for their eager and effective guidance and support for us to complete this capstone We would also like to commit that the capstone is studied and published by the Group We thank you kindly! cS Global Advanced ‘Viaste: ot Business Administration 3l Q69) | GRIGG Strategic Management TABLE OF CONTENTS _CONTENS _INTRODUCTION ˆ PAGE SỐ Ỷ Rationale of the Capstone project report - - Research purpose Research methodology The structure of this major a assignment report CHAPTER I: THEORETICAL BASIC 1.1 Introduetion to business strategy ˆ ; 1; 1.1 Concept of business strategy ` 1.1.2 Role of business strategy 11, Types of business strategy 10 | 1.2 Strategic management process ˆ I1 tc Defining the business vision, mission, objectives of the enterprise 1] (23, Analysis of external settings ll | 1.2.3 Analysis 16 of internal settings 1.2.4 Selecting business strategy i> Leeks Strategy implementation 22 124, Strategy evaluation ia CHAPTER DONG II: EVALUATING TRADING THE BUSINESS OPERATION OF PHUONG 24 AND CONSTRUCTION JSC 2.1 Overview of PHUTRACO 24 2.1.1 History of establishment and development 24 Sa Organizational structure 24 2.1.3 Products and services 26 '2.1.4 Business results of the last years 2010-2012 2.2 Analysis of the external environment ' seca Giobal Advanced Master of Business Admunistrator af 31 Gric es Strategic Management 2.2.1 Macro Environment Analysis 2, 31 Analy sis of Industry Environment _ T3856 2.2.3 General assessment of external factors — _ 4] 2.3 Internal environment analysis 42 2.3.1.Human resource - 42 Ta Marketing 44 2.33 Finance - Accounting s CB 45 2.3.4 Research and development 51 |2.3.5 Internal Factors Evaluation Matrix (IFE) CHAPTER TRADING III: BUILDING BUSINESS STRATEGY AND CONSTRUCTION 53 OF PHUONG JOINT STOCK COMPANY DONG 54 IN THE PERIOD 2013 - 2018 "3.1 Developing goals for PHUTRACO by 2018 54 ST Strategic Objective 54 Siz Specific Objectives 54 | 3.2 DDeveloping strategies 54 3.2.1 Developing strategic plans 54 3.2.2 Strategic Options (QSPM Matrix) 60 3.3 Specific solutions for implementing strategies 63 35 | Management Solutions 63 3.3.2 Marketing Solutions 67 3.3.3 HR Solution 3.3.4 Solution of Finance — Accounting 73 |3.3.5 Solution of research and development CONCLUSION REFERENCES CG Global Advanced 74 76 77 Maste: of Business Administratior | „ Go) voi” Strategic Management LIST OF TABLES [ en “Table 1.1 EFE matrix O | Page _ l§ Table 2: IFE matrix 18 "Table 1.3 SWOT Matrix S 20 "Table 1.4: QSPM Matrix 21 Table 2.1: Business results of 2010 - 2012 28 | Table 2.2: Some typical projects being implemented by PHUTRACO 2) | Table 2.3: Some general indicators of PHUTRACO’s 39 | Table 2.4: competitors Competitive profile matrix 40 ‘Table 2.5: External Factor Evaluation of PHUTRACO (EFE) 4] Table 2.6: List of personnel PHUTRACO 43 | Table 2.7: The shortened financial statement of PHUTRACO (2010-2012) Table 2.8: Financial indicators of PHUTRACO (2010-2012) 49 Table 2.9: The financial results achieved in years from 2010 to 2012 | Table 2.10: Internal Factors Evaluation matrix of PHUTRACO 45 (IFE) 50 53 Table 3.1: SWOT matrix of PHUTRACO a ' Table 3.2 : QSPM Matrix of PHUTRACO 61 ' Table 3.3: Investment roadmap of industrial door and unfired brick production 64 projects |Table3.4: The total cost of construction production of 1m2 Door 64 | Table 3.5: The total cost of construction production of 1m2 unfired brick 65 Table 3.6: The route of new investment of construction equipment 66 Table 3.7: Expected selling price of industrial products door and unfired bricks 67 Table 3.8: Advertising Budget i —— Global Advanced Mester of Business Administrator > Gries) University ¬ Strategic Management LIST OF FIGURES Figure Figure 1.1 Model of five competition forces of Michael FE Porter | Figure 2.1: The model of organizational structure Figure 2.2: The proportion of interest expense / revenue Tigme35 ' Structure of personne by qualification by Decemver 31" 2012 ¬ Global Advanced Misier of Business Ade istanar Page 13 26 2) 44 GR o3 RA sfV Strategic Management INTRODUCTION Rationale of the Capstone project report As for developing countries construction industry 1s always considered as one of the key economic development industries playing special important role in economic and social career of each locality, especially in the period of national industrialization and modernization As for market economy, competitive laws exist at any business field and sector and construction industry is certainly not out of such laws, therefore, each organization has to find out its own way, make detailed and appropriate business strategy to exist and develop steadily As an enterprise operating in the construction sector in Hung Yen Phuong Dong Trading and Construction province, JSC has gradually asserted its reputation and position in the provincial construction market However, when facing the international and national economic and Construction changes, the most important matter of Phuong Dong Trading JSC now is to plan the overall development strategy for all production and business activities that aims at competing and dominating market share against foreign and domestic enterprises to achieve growth of all aspects in the period of 2013 - 2018, creating condition for its steady development in the coming years This is also the reason why group selects the topic for capstone project that is "Building business strategy of Phuong Dong Trading and Construction JSC in the period of 2013-2018" Research purpose Based on a system of theoretical issues of strategic corporate governance and analyses and evaluation of business activities of Phuong Dong Trading and Construction JSC in the context of current economy, the authors wish to come up with a recommended business strategy together with some proposed solutions which believed appropriate for the Company for the period 2013 - 2018 ' S Global Advanced ‘iiste: of Business Administranon ÿ are Griccd) University | Strategic Management Research methodology This Capstone Project Report has been prepared using the methods of analysis, comparison and synthesis with data extracted and synthesized from the annual reports or financial Construction statements JSC of 2010, 2011 2012 of Phuong and enterprises operating in the same Dong Trading and industry Apart from that, useful information has been gathered from a number of data sources, books, magazines and specialized teaching materials These sources have also been used as references for the research purposes The structure of this major assignment report Besides the introduction, conclusion and appendix, the major assignment has three chapters: - Chapter I: Theoretical basis - Chapter I]: Evaluating the business operation of Phuong Dong Trading and Construction JSC - Chapter III: Building business strategy Construction JSC in the period 2013-2018 ' pepe cs Global Advanced Master of Business Administratiat of Phuong Dong Trading and Gri UNIVERSITY> | Strategic Management CHAPTER I: THEORETICAL BASIC 1.1 Introduction to business strategy The concept of strategy has been established for a long time, this concept was derived from the military Currently there are many different concepts of strategy: - Pred R David: "Strategy is the means to reach long-term goals." - Michael E Porter “Strategy is the art of formulating firm competitive advantages for defence.” - Alfred Chandler: “Strategy consists of basic and long-term goals of an organization at the same time selects the method or action process, allocates essential resources to implement those goals” - According to unity-combined view score: “Business strategy is an art of designing and organizing means to reach long-term goals of enterprises and has relationships with the changes of business and competition settings.” Although concepts are different, all of them have a shared content that is: Business strategy reflects activities ofa business unit including the process of settings goals, measures and means used to achieve those goals 1.1.2 Role of business strategy The role of business strategy includes, but not necessarily limited to, the following: Helping enterprises clearly realize the orientations in the future, recognize possible opportunities and threats that help them make sound decisions appropriate with the settings thus ensuring the most effective business and production activities Helping enterprises formulate better business strategies through the use of a system approach, set the basis for enhancing the coherence and the attachment of business administrators in realizing the enterprise’s goals Coming corporate up with governance a business strategy effectiveness, avoid financial preventing the enterprise’s difficulties ' Global ee Advanced Waste: ot Business Administration that helps raise sales, risks, enhance labor productivity, the capacity of GRi¢ tiensir+ Đề, Strategic Management Creating firm bases for formulation of sound production and business policies and decisions appropriate with the market's fluctuations 1.1.3 Types of business strategy There are types of the most common Strategies used by enterprises today: - Company-level strategy: As a long-term strategy related to the mission, the overall goals and the size of enterprise to meet the expectations and wills of the bosses and senior managers of the enterprise The company-level strategy is a long-term one with an overarching view and dominates all other strategies such as business strategy and functional strategies - Business strategy (SBU): As the business strategy governing how an enterprise can compete successfully in a specific market, involving strategic decisions on product selection, satisfying the customers’ needs, finding competitive advantages compared to its competitors, exploiting and creating new opportunities - Functional strategy: As operational strategy governing how each section/unit of the enterprise will organize, deploy, and review to implement business strategy and corporate strategy Functional strategy focuses on specific resources and deployment strategy such as: product strategy, pricing strategy, distribution strategy, market entry Strategy Some other business strategies: - Strategy of consolidating market share: As an strategy that aims to strengthen the position and image of the enterprise through improving management model, reviewing and completing the control system, improving the quality of products and services, etc., for attracting and retaining its customers - Strategy of diversifying products and services: Aims to diversify products and services for best satisfying Strategy of customers’ needs to develop customers and increase profitss - expanding distribution expanding the enterprise’s distribution channels ' ee Global Advanced WViaste: ot Business Administratio 10 network: Aims at diversifying and ... Evaluating the business operation of Phuong Dong Trading and Construction JSC - Chapter III: Building business strategy Construction JSC in the period 2013-2018 '' pepe cs Global Advanced Master of Business. .. Evaluation Matrix (IFE) CHAPTER TRADING III: BUILDING BUSINESS STRATEGY AND CONSTRUCTION 53 OF PHUONG JOINT STOCK COMPANY DONG 54 IN THE PERIOD 2013 - 2018 "3.1 Developing goals for PHUTRACO by 2018... evaluation of business activities of Phuong Dong Trading and Construction JSC in the context of current economy, the authors wish to come up with a recommended business strategy together with

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Mục lục

  • COVER PAGE

  • ACKNOWLEDGEMENT

  • TABLE OF CONTENTS

  • LIST OF TABLES

  • LIST OF FIGURES

  • INTRODUCTION

    • 1. Rationale of the capstone project report

    • 2. Research purpose

    • 3. Research methodology

    • 4. The structure of this major assignment report

    • CHAPTER 1 : THEORETICAL BASIC

      • 1.1. Introduction to business strategy

      • 1.2. Strategic management process

      • CHAPTER 2 : EVALUATING THE BUSINESS OPERATION OF PHUONG DONG TRADING AND CONSTRUCTION.JSC

        • 2.1. Overview of Phuong Dong trading and construction.JSC

        • 2.2. Analysis of the external environment

        • 2.3. Internal environment analysis

        • CHAPTER 3 : BUILDING BUSINESS STRATEGY OF PHUONG DONG TRADING AND CONSTRUCTION JOINT STOCK COMPANY IN THE PERIOD 2013-2018

          • 3.1. Developing goals for phutraco by 2018

          • 3.2. Developing strategies

          • 3.3. Specific solutions for implementing strategies

          • CONCLUSION

          • REFERENCES

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