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Báo cáo được viết bằng tiếng Anh. Đây là bộ quản trị chiến lược toàn diện cho Trung Tâm dạy kĩ năng sống cho trẻ em. Báo cáo này bao trùm Tầm nhìn, sứ mệnh kinh doanh Đán giá các yếu tố bên trong, bên ngoài ảnh hưởng đến doanh nghiệp Chiến lược hoạt động kinh doanh Phân tích, thực hiện và đánh giá chiến lược
1 BRIFT INSTRUCTION OF LIFE SKILLS EDU CO., LTD Life Skills Edu Limited Liability Company is established in the interest of bringing children helpful knowledge, valuable living skills, improving interpersonal skills and fulfilling personality – one of significant factors in achieving success after in life of each person With the desire to gain high prestige from result as well as to offer practical knowledge, skills corresponding to particular need Life Skills Edu always believe that life skills can not merely accomplished by learning lessons but experiencing lasting progress from targeting particular education need to selecting appropriate approaches and finality offering supports after course to ensure highest effective ness Head-office location: Truong Dinh street, District 3, Ho Chi Minh City Brand name: Life Skills Edu 1.1 VISION: To be the most admired Life Skills Edu institution in Ho Chi Minh City and neighboring cities for its people, students and performance 1.2 MISSION: Life Skills Edu assists each individual of young generation in the South of Vietnam in discovering and making good use of their potentialities through high valued-added in-class courses and out-of-class courses with care and strongest sense of responsibility We awaken social awareness in each student by proper teaching techniques Life Skills Edu will strive to develop mutually rewarding relationships with its employees and partners Personal growth will be the first consideration in the company 1.3 Mission statement’s components analysis: Customer: each individual of young generation Product or services: in-class courses and out-of-class courses Market: the south of Vietnam Life Skills Edu Co.,LTD Technology: proper teaching techniques Philosophy: with care and strongest sense of responsibility Self-concept: high valued-added (in-class courses and out-of-class courses) Employees: strive to develop mutually rewarding relationships with its employees Life Skills Edu Co.,LTD EXTERNAL ENVIRONMENT 2.1 DEMOGRAPHIC Ho Chi Minh City is the most densely populated city all over Vietnam According to Scientific journal of the Pedagogical University - Ho Chi Minh City published in 2011, population growth rate of Ho Chi Minh City is three times greater than average growth rate of other countries In addition, Ho Chi Minh City has a low gender ratio of 95 male : 100 female 2.1.1 Population size According to statistic in 2014, population in Ho Chi Minh City is 8.047 million people accounted for 8.79% of the total population of Vietnam From 1997 to 2014, Ho Chi Minh City saws a considerably stable population growth rate of over 65.85% Especially, the period from 1999 to 2009 recorded the highest growth rate in population of the 18-year period by 2,060,000 people added which means that 206,000 people added each year In this 10-year period, the average annual population growth rate reached 3.5% which is 1.35 times greater than that of the after period Figure 2.1 Population scale of Ho Chi Minh City from 1997 to 2014 Population scale of Ho Chi Minh City ( Unit: million people) 7.123 7.396 7.521 2009 2010 2011 4.852 5.063 1997 1999 5.449 5.867 6.239 6.651 7.75 7.99 2012 2013 8.047 2001 2003 2005 2007 2014 (Source: Statistical office in Ho Chi Minh City) Life Skills Edu Co.,LTD The average population growth rate of Ho Chi Minh City (natural increase and migratory increase) of the later period is always higher than the former one and migratory increase always overcomes the other Migratory increase in population is resulted from different reasons, among which seeking a convenient place for working, studying and health care take the main one Figure 2.2 Structure in population growth of Ho Chi Minh City Structure in population growth 4.500% 4.000% percentage 3.500% 3.000% 2.500% 2.000% 1.500% 1.000% 0.500% 0.000% 19891999 2001 2003 2005 2009 2010 2011 2012 2013 2014 Migratory Increase 0.840% 2.250% 2.070% 1.990% 2.170% 2.350% 2.750% 1.890% 1.542% 1.630% Natural Increase 1.520% 1.300% 1.180% 1.150% 1.030% 1.110% 1.320% 0.960% 1.004% 1.057% (Source: Statistical office in Ho Chi Minh City) 2.1.2 Geographic distribution Coming along with the overall trend of population growth of the city, population density in 18 urban districts and rural districts also stably creases year by year Table 2.1: Population density of Ho Chi Minh City by different districts 2005 2008 2009 2010 2011 Urban districts 389,365.54 District 5,253.17 District 2,823.78 430,720.89 4,336.09 ,823.78 436,190.99 4,037.65 2,823.78 453,144.00 4,248.00 2,827.00 436,463.00 24,025.00 2,744.00 Life Skills Edu Co.,LTD District 38,514.43 38,514.43 38,514.43 38,403.00 38,394.00 District 43,737.56 43,737.56 43,737.56 43,842.00 43,788.00 District 40,203.04 40,203.04 40,203.04 40,785.00 41,034.00 District 35,135.74 35,135.74 35,135.74 35,254.00 5,035.00 District 7,039.51 District 21,558.92 21,558.92 District 2,164.20 District 10 44,161.87 40,398.25 40,398.25 40,638.00 40,942.00 District 11 5,817.07 44,574.90 45,241.00 45,582.00 District 12 5,817.07 Go Vap 23,725.28 26,313.48 26,584.60 27,768.00 28,423.00 Tan Binh 17,662.24 18,348.21 18,862.11 19,233.00 19,229.00 Tan Phu 23,195.45 24,116.31 24,781.44 35,400.00 26,104.00 Binh Thanh 20,968.21 21,878.90 21,878.90 22,642.00 23,109.00 Phu Nhuan 36,077.05 35,877.87 35,791.19 35,897.00 35,990.00 Thu Duc 7,448.43 Binh Tan 8,062.52 7,039.51 7,039.51 21,558.92 2,164.20 44,574.90 2,164.20 7,325.37 7,687.65 8,589.26 9,266.98 7,700.00 21,844.00 2,311.00 8,092.00 9,546.00 10,608.85 11,150.14 11,473.00 6,174.64 6,732.46 7,008.39 7,453.00 21,978.00 2,360.00 8,559.00 9,936.00 11,778.00 Rural districts Cu Chi Hoc Mon 6,219.56 681.32 774.95 799.84 819.00 7,196.12 834.00 2,493.63 3,112.58 3,215.11 3,285.00 3,326.00 2,493.63 1,273.11 1,607.93 1,770.00 1,841.00 1,010.51 1,034.00 1,095.00 Binh Chanh Nha Be 456.82 915.25 Can Gio 94.16 98.75 99.07 100.39 100.12 (Source: Statistical office in Ho Chi Minh City) 2.1.3 Age structure Age pyramid of Ho Chi Minh City describes a narrow bottom which is contributed by low reproduction rate as well as migration Migration people in Ho Chi Minh City are almost Life Skills Edu Co.,LTD from 20 to 50 years old That results in a relative decrease in share of the group under 19 years old Similarly, the pointed top of the age pyramid does not mean that Ho Chi Minh city’s inhabitants have short life span but point out that the number of over-60-year-old migrators is very small in comparison with the amount of younger one Furthermore, age structure of residents of Ho Chi Minh City is different from most of residents of other regions as the age group between 20 and 24 years old takes up the largest part of the total population Moreover, the age pyramid also reveals that Ho Chi Minh City’s population has a low child dependence ratio of about 25.3%, which ranked second lowest place in cities having lowest child dependence ratio all over Vietnam Figure 2.3 Age structure of Ho Chi Minh City’s population in 2009 (Source: Report on “Age - Gender structure and Marriage status of Vietnamese population”, 2009) 2.2 ECONOMY Ho Chi Minh city is the economic center of Vietnam During the first months of 2015, Gross domestic product (GDP) of Ho Chi Minh City in 2014 reaches 417.064 billion Life Skills Edu Co.,LTD VND, increase 8.55% in comparison with the same period last year This increase breaks the record in the past three years 2.2.1 Gross domestic product Figure 2.4 GDP of Ho Chi Minh City from 2001 to 2011 600 500 400 300 200 100 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 (Source: Statistical office in Ho Chi Minh City) 2.2.2 Average income and expenditure Steady increase living standard of Ho Chi Minh City inhabitants proved by annual income in 2014 reaches 5.131 USD which is times greater than that of the whole country In fact, from January of 2015, the minimum salary level increases all over regions of Vietnam Specifically, the minimum salary of the first region including Ho Chi Minh City is 3.100.000 VND per month, which is 400.000 VND higher than that of 2014 And this level is expected to climb up to 3.500.000 VND in 2016 On the other hand, monthly average income also increases considerably during 8-year period from 2002 irrespectively rural areas or urban areas Figure 2.5 Monthly average income per capita (Unit: thousand dongs) Life Skills Edu Co.,LTD 3500 3000 2500 2000 Urban areas Rural areas 1500 Whole City 1000 500 2002 2004 2006 2008 2010 (Source: Statistical office in Ho Chi Minh City) Figure 2.6 Monthly average expenditure per capita in Ho Chi Minh City 60.00% 50.00% Food, drink Clothes 40.00% Housing, water, electricity Equipment 30.00% Health care transportation 20.00% Education Entertainment 10.00% Others 0.00% 2002 2004 2006 2008 2010 (Source: Statistical office in Ho Chi Minh City) The figure 2.6, points out that food, transportation, equipment and education respectively are the four costliest purposes for which people pay each month Despite the Life Skills Edu Co.,LTD fact that the first kinds of expenses reduce from 2002 to 2010, education expense costs more and more over the period 2.3 LAW 2.3.1 TAXATION LAW 2.3.1.1 Corporation income tax The current corporation income tax is 22% but would be 20% after the 1st January of 2016 due to the decree 218/2013/NĐ-CP 2.3.1.2 Individual income tax Concerning individual income tax, one earning less than 100 million VND per year is free from the individual income tax However, for the other ones, the income tax is applied as followed: Table 2.2 Individual income Tax Taxable incomes annually Tax percentage bracket (million VND) (%) Less than or equal 60 Over 60 to 120 10 Over 120 to 216 15 Over 216 to 384 20 Over 384 to 624 25 Over 624 to 960 30 Over 960 35 2.3.1.3 Excise (license tax) Table 2.3 Annual excise Excise Registered capital (billion Annual excise Life Skills Edu Co.,LTD bracket VND) (VND) Over 10 3.000.000 From over to 10 2.000.000 From to 1.500.000 Less than 1.000.000 (Source: http://ketoanthienung.org/tin-tuc/cac-bac-thue-mon-bai-moi-nhat-nam.htm) 2.3.1.4 Value added tax (VAT) Corresponding to the business of Life Skills Edu, the applied VAT is 10% 2.3.2 LAW ON PROTECTION, CARE AND EDUCATION OF CHILDREN As the direct customer of Life Skills Edu is children, this law is vital to the business of the company After years from the launch of first version, law on protection, care and education of children reveals many restrictions Meanwhile, modern life has created many problems related to children, such as violence, abuse, exploitation of children Because of this fact, the amendment version of the Law is now under consideration According to the amendment law, there are high light points should be noticed First, the maximum age children increase from 16 to 18 years old Second, specifying the responsibilities, powers of state bodies, social organizations related to children Third, strengthening supervision responsibilities, supervision functions of the member organizations of the Vietnam Fatherland Front, the bodies of the National Assembly on the implementation of laws and programs relating to children Fourth, provisions protecting children clearly, specifically, including child protection services Thursday, providing details of the children's right to participation, as children are consulted, children are involved in decision making process of government at all levels on policies involving children 10 Life Skills Edu Co.,LTD Table 8.5 Debt payback Opening balance Total payment Interest charge Payment payback Closing balance Principal Debt Interest per year 849,948,600 10% Year Year Year Year Year Year Year 849,948,600 728,527,371 607,106,143 485,684,914 364,263,686 242,842,457 121,421,229 206,416,089 194,273,966 182,131,843 169,989,720 157,847,597 145,705,474 133,563,351 84,994,860 72,852,737 60,710,614 48,568,491 36,426,369 24,284,246 12,142,123 121,421,229 121,421,229 121,421,229 121,421,229 121,421,229 121,421,229 728,527,371 607,106,143 485,684,914 364,263,686 242,842,457 121,421,229 121,421,229 Table 8.6 Expected revenue (Unit: 1000 VND) Unit price (VND) Year Year Year Year Year Year Year MC skill course 2,280 2,280,000 2,394,000 2,512,560 2,688,120 2,954,880 3,249,000 3,572,760 Organizing skill course 2,580 2,580,000 2,709,000 2,843,160 3,041,820 3,343,680 3,676,500 4,042,860 95 13,300 13,965 14,630 15,580 17,100 18,810 20,615 4,873,300 5,116,965 5,370,350 5,745,520 6,315,660 6,944,310 7,636,235 event Psychology consultancy TOTAL (VND) 47 Life Skills Edu Co.,LTD Table 8.7 Income statement (Unit: 1000 VND) Revenue Depreciation Salary Renting cost Operation cost Advertising & PR EBIT Interest payment EBT Tax EFT Year 4,873,300 17,492 1,252,800 420,000 30,000 Year 5,116,965 17,492 1,378,080 420,000 31,500 Year 5,370,350 17,492 1,515,888 420,000 31,500 Year 5,745,520 17,492 1,667,477 420,000 33,000 Year 6,315,660 17,492 1,834,224 420,000 33,000 Year 6,944,310 2,017,647 420,000 33,000 Year 7,636,235 2,219,412 420,000 33,000 3,779,900 (626,892) 2,582,740 687,153 2,599,697 785,773 2,068,578 1,538,973 2,086,164 1,924,779 193,260 4,280,403 209,964 4,753,860 84,995 (711,887) (711,887) 72,853 614,300 614,300 60,711 725,062 156,869 568,193 48,568 1,490,405 372,601 1,117,804 36,426 1,888,353 472,088 1,416,265 24,284 4,256,119 1,064,030 3,192,089 12,142 4,741,718 1,185,429 3,556,288 Table 8.8 Cash flow statement (Unit: 1000 VND) Cash flow business Revenue Cost Tax Cash flow investment Year from Year (609,400) Year 704,645 Year 646,396 Year 1,183,864 Year 1,470,183 Year 3,216,373 Year 3,568,430 from (2,577,192) 4,873,300 (5,482,700) - 5,116,965 (4,412,320) - 5,370,350 (4,567,085) (156,869) - 5,745,520 (4,189,055) (372,601) - 6,315,660 (4,373,389) (472,088) - 6,944,310 (2,663,907) (1,064,030) - 7,636,235 (2,882,375) (1,185,429) 452,320 (2,124,872) (452,320) 0 0 0 452,320 (2,577,192) 2,160,619.22 28% (609,400) 704,645 >0 > Discount rate 15% 646,396 1,183,864 1,470,183 3,216,373 4,020,750 Initial investment Delta working capital NCF (TIP) NPV = IRR = 48 Life Skills Edu Co.,LTD 8.3.Management Information Systems (MIS) issues Figure 8.2 MIS - Number of computers: 15 - Used software: Microsoft office, accounting soft-wares - Means of communication: o Students, parents (customers): website Lifeskill.edu.com, direct announcements, telephone of the customer service department o Employees: internal mail, LAN network, telephone All calls for customers from Life Skills Edu is done by telephone Employees are not permit to use USB or similar equipment to copy company’s data Moreover, the information transitions within different departments or in a department have to be done by internal Email 49 Life Skills Edu Co.,LTD STRATEGY REVIEW, EVALUATION & CONTROL 9.1.Strategy review, evaluate and control Strategy review Table 9.1 Rumelt’s Criteria Rumelt’s Criteria Consistency Consonance Feasibility Advantage - Strategy 1: Granting scholarships of full course, hours learning free, free advising for parents - Strategy 2: Enhancing marketing and PR activities, via: Website, Facebook, YouTube, Sponsorships, charity activities The two strategies both aim to expand market share of the Life Skill Edu and requires the effort all of employees In concern with a start-up company like Life Skills Edu, those strategies are vital to the development Thus, they gain the highest commitment of all the cooperation => Consistent The two strategies are consonant with the external environment trend and internal company development trend - External trends: o increasing average income o increasing education expense in average household expense o increasing concern for EQ (emotional quotation), SQ (Social quotation), AQ (adversity quotation) o increasing children physical and psychological diseases The two strategies are perfectly fit with the human resources of the company Besides, the company recruits interns not only to guarantees enough work force but also cut down salary budget Moreover, the company maintains the working capital of 452,320,300 VND to pay salary and finances PR activities - Human resources: active, experienced, qualified - Create good public image According to Rumelt’s Criteria, the two strategies Life Skills Edu is running is appropriate with company’s situation and external situation Strategy evaluation and control The company evaluates its strategies based on financial factors 50 Life Skills Edu Co.,LTD Net income: 2,160,619,220 VND Total investment: 2,124,872,000 VND Owner equity: 1,274,922,900 VND o ROI (return on investment) = Net income/ total investment = 1.017 o ROE (return on equity) = Net income/ equity = 1.68 ROI and ROE both show positive value, thus, the strategies is feasible on finance point of view 9.2 21st Century challenges in strategic management a) Should the process be more an “art” or a “science”? In my opinion, strategic management in 21st is concurrently art and science - Science: the company must evaluate systematically the internal as well as external environment Moreover, it should study carefully its advantages and disadvantages of alternative options Finally, basing on thorough research, the company has to choose the best strategies Besides, in high-tech era, it is the must for the company to apply science and modern software in researching as well as evaluating process - Art: the manager should have a sensible mind and a sharp sense of management Those factors are need in process of applying strategies Because the one who directly applying strategies and decide the strategies succeed are not managers but employees customers So that, realizing the changes in those parties and adjusting strategies is referred as art rather than science b) Should strategies be visible or hidden from stakeholders? In my opinion, keeping strategies visible or hidden is based on how greatly the strategies affect the company’s business - Vital strategies: should be kept secret within summit manager with the avoidance of leaking information to competitors That would break the company’s competitive advantage - Not important strategies: should be public to all employees and other stakeholders to let internal as well as external audience understand more about company Moreover, 51 Life Skills Edu Co.,LTD this would be a reason for finance institutions continue to finance the company’s business c) Should process be more top-down or bottom-up? In my opinion, process of planning strategies should be bottom – up In respect with a start-up company like Life skills Edu, it should direct every aspect of how your business operates to accomplish its goals and objectives, a top down strategic management model can provide you with the necessary level of control This ensures small business operates exactly to CEO’s specifications 10 Business ethics, social responsibility, environmental sustainability 10.1 Code of business conduct Respect and integrity at work Working with our learners, customers and business partners Avoiding conflict interest and combating corruption Protecting our information and assets Being a good corporate citizen 10.1.1 Respect and integrity at work A Diversity and inclusion Our standards We value the unique contribution that each person brings to Life Skills Edu We treat everyone with respect and dignity and base all employment decisions on merit, experience and personal aptitude We not discriminate on the basis of gender, disability, religion, age or any other characteristics or categories protected by specific Life Skill Edu employment policies or applicable laws Our responsibility Treat everyone with respect 52 Life Skills Edu Co.,LTD Encourage and listen to those who speak up and work to create a culture where others feel valued and understood Do not send obscene or discriminatory messages, remarks or inappropriate jokes Harassment and bullying are never acceptable If you manage people or involved in recruitment and hiring, judge others based on performance, qualifications, abilities and potential Avoid introduction unrelated considerations into your decision Use objective, quantifiable standards as far as possible Do not engage in favouritism for any reasons Respect employees’ privacy, dignity and life outside work B Harassment-free workplace Our standard We not tolerate intimidation, bullying or harassment Our responsibilities Maintain a work environment that is professional and free from harassment If possible and you can so safely, de direct, speak up and tell a person if you are uset by his or her actions or language, explain why and ask him or her to stop You should also report your concerns to your manager, your HR representative, to anyone specified in your business unit’s employment policies Do not distribute or display obscene or discriminatory material including written, recorded or electronically transmitted messages (such as email, instant messages or content from the internet) Follow Life skill edu policies regarding harassment and workplace conduct C Health and safety Our standard Everyone – employment, learners, customers, contractors and visitors to our facilities – have a right to expect a safe and healthy environment 53 Life Skills Edu Co.,LTD All employees and business partners are expected to understand and follow all of our health and safety policies and procedures We must work together to keep out workplace free from hazards and foreseeable and preventable risks Our responsibilities Be alert to health and safety risks and report hazards immediately to your manager and Health & Safety Coordinator Report all incidents and injures, including minor and “near misses” (where an injury didn’t occur but could have) to your manager or H&S Coordinators, including those that occur while driving for work purposes Maintain a neat, safe working place by keeping work stations, aisles and other work spaces free from obstacles, wires and other potential hazards Report any observe safety violations or threats or acts of violence to your manager 10.1.2.Working with our learner, customers and business partners A Protecting the safety and well-being of our learners Our standard At all times, we must remain focused on the best interests of our learners – providing a safe, supportive and age-appropriate learning environment whether in a classroom or out side classrooms Our responsibilities Understand tour responsibility to safeguard and protect learners Where abuse is alleged or suspected, the company, its employees or its agents may also have a legal duty to report it relevant authorities Always report concerns about the safety or well-being of a child, young person or vulnerable adult Report to appropriate managers and to protection agencies when necessary Be sure to document your concerns and actions If, after reporting a concern, you not think appropriate action has been taken, escalate your concern to your manager B Fair dealing 54 Life Skills Edu Co.,LTD Our standard We are honest and respectful with our learners, customers, business partners and others We work to understand and meet their needs, while always remaining true to our values and our Code We believe it is important to tell the truth about our services and capabilities and not make promises we cannot keep We don’t take unfair advantage through manipulation, concealment, abuse of privileged or fraudulent behaviour, or any other unfair practice In short, we treat others as we would like to be treated Our responsibilities Be honest and treat others with respect Be responsive to all reasonable requests from our customers, learners and business partners, but never follow a request to something that you regard as unlawful or contrary to laws, regulations, the Code or company policies Promise only what you can deliver and deliver on what you promise C Fair competition and anti-trust Our standard We never engage in any practices that are anti-competitive or which limit competition through illegal or unfair means Fair competition or anti-trust laws are very complex and we need to ensure that we comply with them If you’re in a meeting or in contact with a competitor and you become concerned about anti-competitive practices, you should leave the meeting or conversation immediately and contact the Legal department Anti-trust law can carry criminal penalties for individuals as well as severe consequences for the company so we need to respond extremely quickly in this kind of situation Our responsibilities At all times, we should conduct business completely in accordance with fair trade practices and all competition and anti-trust laws In essence, these prohibit any form of collusion with competitors whether direct or through third-parties We should not exert 55 Life Skills Edu Co.,LTD inappropriate pressure on suppliers or customers and we must always make our own commercial decisions 10.1.3.Avoiding conflicts interests and combating corruption A Conflict of interest Our standard A conflict of interest may occur when our interests or activities affect our ability to make objective decisions for Life Skills Edu Each of us is expected to avoid situations that can lead to conflict It is impossible to describe every potential to ask questions When in doubt, discuss the situation with your manager Our responsibilities The following are common examples of potential conflicts in Life Skills Edu policies: Corporate opportunities Do not compete with any activity or business of the company, directly or indirectly, or use the knowledge gained here to help anyone else compete with us If you learn of a business opportunity in the course of your work, discuss the opportunity with your manager or the manager of the appropriate business unit Friends and relatives Do not business on behalf of Life Skills Edu with a company or organization from which you or a member of your family may receive direct and financial benefits Personal relationships Life Skills Edu respects the privacy of its employees but recognises that, in some cases, personal relationships may interfere with workplace dynamics Employees — at any level — may not have an intimate or family relationship, by birth or by marriage, with another the other employee’s salary or career path, or if the other employee reports in through their management chain If such a personal relationship exists or develops, it must be disclosed promptly to your Human Resources representative so that a determination can be made if 56 Life Skills Edu Co.,LTD further action is needed to address the conflict such as altering the report or management chain Outside employment and investments Life Skills Edu does not prohibit employees from engaging in certain types of outside employment — such as part-time work — but to make sure that potential conflicts are addressed are always disclose and discuss outside employment with your manager Personal investments in companies that compete with Life Skills Edu are not allowed unless they consist of small amounts of shares in publicly-traded companies If you have questions, concerns, or are in doubt, you should contact someone at the company as provided for in this Code B Anti-bribery and corruption Our standard Life Skills Edu has a zero-tolerance policy towards bribery and corruption Bribery and corruption in all of its forms are completely contrary to our values, the Code and company policies We comply with anti-bribery and anti corruption laws and regulations and support efforts to eliminate bribery and corruption worldwide We work hard to make sure that our business partners share our commitment and understand that their actions could have negative consequences for the Company Our responsibilities Do not offer or accept bribes, or any other kind of improper payment including facilitation payments Keep accurate books and records so that payments are honestly described and company funds are not used for unlawful purposes Never anything through a third party that you are not allowed to yourself 10.1.4.Protecting our information and assets 57 Life Skills Edu Co.,LTD A Protect our assets Our standard We all have a responsibility to protect company property, to make sure it is taken care of, and that it is not used for personal purposes except in limited circumstances When in doubt, you should consult your manager Company assets include our buildings, computers, document, inventory and supplies Our assets also include intellectual property and confidential information Proper use of information technology Employees must take care that their use of Life Skills Edu’s electronic systems and resources does not expose the company to the risk claims, sabotage, viruses, or similar problems Limited personal use is permitted as long as it is kept to a minimum and has no adverse effect on productivity and the work environment Our responsibilities Only use software that has been properly licensed The copying or use of unlicensed or ‘pirated’ software on Life Skills Edu’s computers or other equipment is strictly prohibited Report any suspicions you may have concerning theft, embezzlement or misappropriation of any Life Skills Edu property B Confidential information Our standard Information can cause us to lose a critical competitive advantage, cause reputational harm to Life Skills Edu, and damage our relationships with customers and others Each of us must be vigilant and safeguard our confidential information that is entrusted to us by others We respect all patents, trademarks, copyrights, proprietary information and trade anyone with whom we business Our responsibilities Use and disclose confidential information only for legitimate business purposes 58 Life Skills Edu Co.,LTD Properly labeled confidential information to indicate how it shoud be handled, distributed and distroyed Protect intellectual property and confidential information by only sharing with authorized parties Observe company ‘clean-desk’ guidelines particularly in open environments and always safeguard confidential or other valuable company materials in work areas Immediately report the loss of any displaced confidential information 10.2 Green plan With regards to environment sustainability, Life Skills Edu is determined to use its clout for good Using environment friendly product o Completely install energy-saving light bulbs, and energy-saving air conditioners in all office rooms and classrooms o Using paper cup for drinking water Publishing regulation of saving electricity and water Waste classification 59 Life Skills Edu Co.,LTD 11 INTERNATIONAL ISSUES With the strong integration of Vietnam into international organization, publishing global plan is urgent duty for Life Skills Edu Marketing o Build up bilingual language website Vietnam – English o Enhance globally digital marketing via: Youtube.com Facebook.com Arcademics.com Lifeskills4kids.com Human resources It is a must for all employees of Life Skills Edu to have fluently command of English 60 Life Skills Edu Co.,LTD REFERENCE http://www.pso.hochiminhcity.gov.vn/web/guest/niengiamthongke-nam2010 http://www.pso.hochiminhcity.gov.vn/web/guest/niengiamthongke-nam2011 http://www.pso.hochiminhcity.gov.vn/web/guest/niengiamthongke-nam2013 Statistical office in Ho Chi Minh City , Report on “Age - Gender structure and Marriage status of Vietnamese population”, 2009 http://songkhoe.vn/bao-dong-ve-tinh-trang-nghien-internet-o-gioi-tre-s21254-0142276.html http://www.suckhoetamthan.net/tre-em-va-thanh-thieu-nien/Hien-tuong-tu-tu-o-thanhthieu-nien-Viet-Nam-trong-nhung-nam-gan-day-939.html http://www.tgm.vn/ http://www.hockiquandoi.vn/ http://trungtamthanhthieunienmiennam.vn/hoc_ky_quan_doi 10 http://www.strategicmanagementinsight.com/tools/ife-efe-matrix.html 11 http://saigon.house/ 12 http://thietbivanphong.vn/ 13 https://www.pearson.com/ 14 http://www.kynangsonghocsinh.net/2015/04/khoa-hoc-ky-nang-song-cho-hoc-sinh-he2015.html 15 Strategy management 14th edition, Fed R.David 61 Life Skills Edu Co.,LTD [...]... 31 Life Skills Edu Co.,LTD 7.1.2 Process of recruitment In order to have qualified source of employees, the company apply a clear and strict recruitment process Flow chart 02: Process of recruitment 32 Life Skills Edu Co.,LTD 7.1.3 Process of attracting new customer In order to attracting new customer, Life Skills Edu decides to sponsor for sport and art activities in partner’s kinder- gardens and schools... that Life Skills Edu should do to compete with or even take over those two rivals: Accomplishing the least successful factors of rivals: Increasing the number of marketing channels Improving the operation & management Offering the large space Positioning itself by excellent quality of courses Making the most of the core advantage: combining in-class teaching and outof-class teaching 24 Life Skills. .. and approachable Product: Life skills summer training sourse “Army semester” Target customer: Children from 10 to 18 years old Content of course: Practical knowledge, life skills such as: the will of discipline, overcome difficulties capacity, the spirit of teamwork, survival skills and coping with 22 Life Skills Edu Co.,LTD emergency situations; community communication skills In addition, the program... contact detail of parents who have interest in Life Skill Edu’s courses Moreover, the company would reward winners by scholarships of full life skill course In addition, the company would also hold workshop on children psychology Through this course of actions, the company would make itself much more well-known and earn customers’ trust 33 Life Skills Edu Co.,LTD Flow chart 03: Process of attracting new... board of manager and the whole employees The content is based on the professional ideas and the practical testing The testing classes are held in charity schools and in cooperation with the youth culture centers This process is used regularly to keep up with the changes of children’s psychology resulting from changes in social life 30 Life Skills Edu Co.,LTD Flow chart 01: Process of building content of. .. Experienced employees 10 Operation& management Customer 23 Life Skills Edu Co.,LTD 11 Wide range 0.05 2 0.10 4 0.19 4 0.2 12 Loyalty 0.09 3 0.27 4 0.36 2 0.18 Facility 13 Equipment 0.12 4 0.48 3 0.36 1 0.12 14 Scale of space 0.03 4 0.12 2 0.06 3 0.09 TOTAL 1.00 3.38 3.16 2.01 The two of three competitors of Life Skills Edu are both strong proved by quite large number of the total score: The southern center... cities of Vietnam and the business of training and teaching life skills is not an exception In the current situation, when the average income is getting higher by year, the concern about children education is deeper, the moral degradation is severe, the dependence on technology of the youth is worse parents are very interest in life skills courses for their children Moreover, to do this kind of business,... sought to end life 9 12.25% Moral degradation: from 2008 to 2011, 968 school age cases violated the criminal law Number of cases of 2011 greater than 2010 by 110 cases 2012, 5% of 100,000 births given by girls under 18 years old and 15% of those have children before the age of 20 THREATS 1 Ho Chi Minh City’s population has a low child dependence ratio of about 25.3% 2 The minimum salary of the first... core competency of Life Skill Edu is the exuberant content of each course If TGM Corporation is famous for their two persuasive speakers whose speeches can reach listeners’ hearts or the southern center Youth has good facilities which allow students to experience a 18 Life Skills Edu Co.,LTD true military life, Life Skills Edu makes a difference by combining in-class teaching and outof-class teaching... 15% of those have children before the age of 20 2.5 PORTER 5 FORECES Threat of new entrants: High – Threat Bargaining power of suppliers: Moderate to Low pressure – opportunity 13 Life Skills Edu Co.,LTD Bargaining power of buyers: Moderate to high pressure – Threat Threat of substitute products: High pressure – Threat Rivalry among existing competitors: High pressure – Threat 2.5.1 Threat of