STRATEGIC DIRECTION FOR THAIBINH TEA JSC UP TO 2020

EXECUTIVE SUMMARY In opening country conditions, more expanding partnerships with many countries around the world, the domestic enterprises have advantages and disadvantages for achieving production efficiency. As one of many companies producing and trading tea, Thaibinh Tea Joint stock company had the significant contributions to the development and expansion of Vietnamese tea brand in the world. However, in the trend of increasingly fierce competition today, the Thaibinh Tea JSC should have strategies to develop stronger and made profit higher. After studying an overview of Vietnam''''s tea industry and the company, I decided to do a study with the subject "Strategic direction for Thaibinh Tea JSC up to 2020". Within the scope of the study is Strategic direction for Thaibinh Tea JSC up to 2020, I have generalized theoretical basis for strategy, business strategy, the factors affecting the strategy, the significance of the strategy and the necessity of formulating strategy to answer the research question: Which strategic theories are applicable for research? What are main opportunities & threats of Thaibinh Tea JSC? What are main strengths & weaknesses of Thaibinh Tea JSC? What are business strategy directions for Thaibinh Tea JSC from now to 2020? Thaibinh Tea JSC have participated in the tea market since 1966, the company has gone through many changes in both the type and structure of our country’s economy from mechanism of centralized planning to the socialist oriented market economy. Currently, the company has compact organizational structure of manufacturing, consistent with mission requirements, including a director of the company is responsible for operating the main and highest; two deputy directors are assistants to the director; Administrative and Organized Department with 5 staffs who advise the Director in the management of training and arrangement, 3 staffs in Marketing Department advise the Director in the development in the preparation of planning, organization planning; Accounting Department performs the function of advising the Director in the management and use of finance; Technical Department is responsible for the technical examination in the tea processing and after processing brought to consumption; Two main factories and workshops produce with modern equipment and machinery. After the process of understanding and analysis of the factors that influence, strengths, weaknesses, opportunities and threats of the company, I found the company should do marketing activities comprehensively and more reasonable. In the period 2013-2020, the company should focus on improving product quality, focus on research and development department. The company aims to expand the market so pricing strategies of companies in this stage may be lower prices to attract customers or overvalued at the beginning depends on consumer market and production costs of the company. Creating a distribution system more widely with many more participants and finding some new provinces and selling present product or services in new markets. To implement strategic direction, the company must do some solutions: Exploitation and management of funds by attracting investment capital from outside, mobilizing capital in the form of share, adjust the capital structure of the business and speed up capital rotation; The company should strive to reduce the cost of doing business, especially in selling expenses and transaction costs; about solutions of human resource, Establishment of boards for market research, customer demands, development of product, developing training policies, appointment, assessment, innovation salary, publicity and fair reward to stimulate and promote the creation of active employees; Recruitment, attracting talents from outside, moving the less capable staffs in other departments or reduction of payroll; We have to make our MIS department stronger because managerial level takes decision on the basis of information.; About technology solutions, the company needs to pay more attention to the products with large quantities, but at the same time pay attention to the variety of items to support each other in terms of finance and meet the increasing demands of the market. The company should cooperate to other companies in the industry to build the supply chain and with the State are responsible for insurance these channels. With a desire to contribute to the process of improving business performance in the company and with the knowledge studied in the university and spent time practicing at Thaibinh Tea, I really learn, find out to see reality more clearly the importance of the business strategy in the company in particular and business in general in the market economy. This is just my first research and with the short time so the reasearch certainly not avoid shortcomings.