Một số giải pháp xây dựng chiến lược kinh doanh Mipectech Strategy is a rosary, series of activities designed to to create long-term competitive advantages compared with rivals In the operating environment of a company, including market and competitor strategies outlined for a company behaves consistently Strategic express a choice, a hit for the company that professionals often called strategic positioning The company operates without a strategy such as walking down the street without identifying yourself go to where, despite every crowd (and market competition) pushed in any direction they move in that direction If you go on like that forever he will only be a mediocre and alone in the crowd A leader will not want to bravery consign future of your business and competitor market wants to go then follow that lead To so he must deliberately set out a direction and try to influence the market to lead in this direction , a direction that his company has prepared and will therefore get more advantages than those who other In any public confrontation, its rivals are imposing your game on the opponent, the more will be the winning more chance winning Therefore the strategy development plays an important role in business The reality proved otherwise determine a proper development strategy, entrepreneurs are likely to work themselves into the trap can not be drawn, leading to deteriorating business conditions and even bankruptcy Businesses can set goals and decide to invest in a new field with the hope of development, but that does not evaluate all competitors, their potential which can lead to losses The cause of the growing business can decline very much; can be explicit or implicit Maybe because businesses not have a logical organizational structure , human resource management is not effective , management costs are too high , or it may be due to the product not being business innovation, market share is declining , not use the correct pricing strategy , the marketing What is the strategy? Definition The term derives from the strategic military field to indicate the significance of large and long -term plans on the basis sure what the enemy can , not what the enemy can Since then the term business strategy to life According to the traditional view strategy is the identification of the basic long-term goals of an organization and then finding out the specific action programs with the use of resources in a reasonable manner to achieve the objectives set out We can say business strategy is the means to help businesses achieve long -term goals Business strategy not to point out the specific way , but it is a general program , the solution most effectively mobilize resources to implement the identified objectives From 60 decades of the twentieth century , the strategy can be applied in the field of business and the term " business strategy " was born From here the concept of business strategy developed gradually over many different approaches Follow Alfred Chandler (Harvard, 1962 university): strategy involves the fixing of the basic objectives, the organization's long-term, simultaneous application of action as well as the allocation of resources necessary to achieve these goals Follow Johnson & Schole (1999): Strategy is the direction and scope of an organization in order to gain long-term competitive advantage for the organization through the format of its resources in a changing environment, to meet market demands and wishes to the parties concerned Follow Brace Henderson, strategist and founder of the Boston Consulting Group: the search strategy is a prudent action plan to develop and incorporate the competitive advantage of the organization, the difference between now and the competition is the basis for business advantage Micheal Porter – father of Competitive Strategy said that the business strategy of the competitive strategy: competitive strategy involves the difference It is a carefully selected series of activities to create a different set of unique values Thus can be seen: the soul of a strategy is a competitive advantage because it is the business capabilities that perform especially well and outperforms the other competitors on the market, helping businesses now create a set of unique value to meet the expectations of customers and stakeholders, however, whether understood in a way no matter what the nature, business strategy remains the image outline future business in the field of operations and ability to exploit it In this way, the strategy is the answer to question is the third and the key to the success of joint industrial: • Where are we organization? • Where are we want to go ? • How to way achieve goals need? So according to his personal opinion I see strategies will have the following basic benefits The first: Business strategy to help businesses identify goals, its direction as a basis, the lodestar for all business activities of enterprises The second: Business strategy to help businesses understand and take advantage of business opportunities, and proactive measures to overcome the risks and threats in the market competition The third: Business strategies contribute to improving the efficient use of resources, enhance the competitive position of the business to ensure the sustainable development of the business nghiep.Tao solid basis for the formulation of the policies and decisions on production and business suits of market fluctuations In this article I would like to take the example specific about Mipec technology equipment JSC (MIPECTECH) was established and put into operation in August 2010 by the Department of Planning and Investment of Hanoi The current charter capital of the Company by the certificate of business registration is 100 (billion) USD The company operates in the industrial sector with the goal of becoming a leading company specializing in providing equipment - chain, fuel and technology transfer However, with the development trend of the shipping industry , ports in Vietnam is growing in size as demand led to devices increasingly large jetty , so put products MIPECTECH container crane lifting tires ( Rubber Tyre Gantry crane - RTG ) as their strategic commodities and simultaneously deployed operations for RTG 's products : sales ( sales ) , service ( service ) , and Spare parts (equipment) Leader of Mipectech grasp of the international economic integration has brought nearly 30 years of the Vietnam big change in appearance economy - society Especially after joining the World Trade Organization (WTO), Vietnam's economy has achieved a number of important achievements, the basic overview maintain macroeconomic stability, sustained growth rate Good economic growth, the development industry are scale economies increased From being a net importer, in recent years, Vietnam has risen to become one of the export powerhouse of the world many items are popular and gradually the balance of import - export International trade between Vietnam and the world has flourished and it really becomes a very favorable condition for the development of sea transport in Vietnam And in the development process , the requirements for the development of maritime transport services towards modernization with increasingly high quality , affordable , safe and limit environmental pollution and save energy ; increasing the competitiveness of maritime transport is essential to Vietnam's sea transport industry can actively integrate and expand shipping market in the region and around the world With the advantage of a coastal state with more than 3200 kilometers of coastline, there are many advantages to developing marine economy, the Party and State's priority for economic development was reflected sea and Documents national Congress of economic development in the maritime market economy, specified documents: "Improving market share of international transport by air, sea , goods circulation volume increased from 9-10% / year ” Regarding infrastructure development: " Complete renovation, upgrade, expand or build new planning system for major ports across the country " And along with political stability , the open door policy of the Government economy has created favorable conditions for foreign businesses entering the Vietnam market through the direct import route - especially for product categories are heavy industrial equipment However, the import of these products entirely made of high production costs ( due to the high tax rates ) , reducing the competitiveness of foreign firms trading commodities in Vietnam as well as reduce the benefit of customers On the other hand , it is also one of the causes indirectly inhibits the growth of ancillary industries of the country Therefore, in order to create favorable conditions to promote the development of ancillary industries in the country , the Government has launched the import tax policy at the rate of localization of products of mechanical parts - electricity - electronics, is shown in 1994/1998/QD-BTC Decision dated 25/12/1998 Accordingly , if foreign firms have production line technology , product assembly or parts suitable for imported goods will be reduced preferential tax rate proportional to the rate of product localization This is an opportunity to help the foreign companies have long-term investment and all the ancillary industries in Vietnam to reduce costs , improve market competitiveness , while also creating similar challenges large for the mere import business in Vietnam To gradually realizing the purpose of renovating and upgrading the port system, enhance the scale and volume of freight movement, equipped with all the modern facilities to serve the lifting operation of the container shipping port this beach is an inevitable trend These are favorable conditions for business enterprises wharf facilities - including lifting equipment transport - penetrate and expand the domestic market This explains why in the past year has been a lot of equipment manufacturers in the world jetty entering the Vietnam market such as Terex (U.S.), Kalma (Sweden), Kone crane (Finland), Doosan (South Korea), TCM (Japan), ZPMC (China) this makes the landscape of increasingly strong competition In addition, the context, the business must have a strategy in line with the trend of integration and the development of market Stemming from this, implementation of Mipectech leaders identify strategic business development for its main commodities Because there is a clear business strategy has helped business-oriented, clear goals, direction of the department and individuals to the overall objectives of the business, avoiding localized, dispersed resources will weakening business Some solutions to business strategy of Mipectech Policy positioning * The difference: (1) With sale: In sales and marketing, point of Mipectech biggest difference compared to the competitor's high-quality products with fast delivery time Besides, the company also associated with the credit institutions, the financial leasing company (VILC, Chailease ) to deliver products to customers, customer acceptance for opening deferred LC Therefore the company should maintain this difference in strategy implementation phase of market penetration (2) With service: Service of Mipectech have the strongest rival is another of Terex equipment available at most Vietnamese seaports so technical workers are trained and experienced Mipectech which have very good relationship with the factory repair of the port, Mipectech investment vehicles and mobile service dedicated fast response time to customers with criteria not more than 12 hours for the 300km radius than the setpoint service center (3) With spare Parts Mipectech always have three parts warehouse located at North - Central South Also Mipectech also represents a number of component manufacturers specialized in Vietnam Besides, the company also has navigation links with a large number of suppliers in order to build a processing plant component in our country so cheaply than rivals Product Policy Based on an analysis of the strengths / weaknesses of Mipectech for sale array, service, equipment and spare part of RTG, leader of Mipec had propose a complete solution for product policy for the company as after: (1) With sale: But branded products Terex RTG has been rated as customer good quality however the main drawback of this device Terex RTG software is relatively complex controls This has caused no small obstacle for the company's customers in the operation If this weakness is not overcome will probably lead to risky customers the choice of replacement equipment other competitor simple software control over, or equipment selection scheme RTG competitors of the local assembly Hence, the need to right in the future is Mipectech need to conduct work and communicate with vendors to improve product Terex, simplified control system , making it easier for customers to use In addition, companies should strengthen links with organizations of credit, financial leasing companies (VILC, Chailease ) to create more favorable conditions for the supply of products to customers, accepted for the open customers deferred payment LC… (2) With service: Existing strengths of the company is a professional technical team, often working at the port In addition, the company is not only representative of Terex RTG equipment but also provide other equipment wharf of the company, the company can provide installation services, warranty and product maintenance with high uniformity and fast supply time So, in the coming period, to improve the quality of service the company can add value to the service by the following solution: The first, Advanced technical qualifications for workers, better meet customer requirements with a fast time, better quality services, friendly attitude and enthusiastic To this, the company can send technical staff to participate in technical courses reputed domestic or sent to the partner (Terex) to enhance the training and knowledge of equipment RTG The second, To perform service performance, Mipectech need to modernize equipment repair new standards of Terex equipment through terex latest, the modernization of the equipment does not necessarily proceed at the same time that massive needs and an appropriate roadmap with the necessary equipment in order to avoid wasting the company's financial Among the equipment used for the installation and maintenance of the company, now the company has rented 25 ton diesel forklift The lessee can help companies save costs but to cause inconvenience or disruption if there are unexpected situations occur Therefore, to achieve the objective of enhancing the market share service in the future, companies still need to purchase this equipment to best serve the company's sewing service The third, company should build good relationships with the local government where the business partners to implement activities package of tax procedures and registration of safety devices helps customers improve (3) With spare part: The weakness of the array Mipec for spare part inventory management process is also driven by the stages of the management process is primarily done manually between discrete and process stages leading to test products in stock slow Inventory Management no longer lead to better control the amount of hard work or lack of inventory, resulting in the forecast and reserves may be delayed or does not close with the demand The amount of high inventories will lead to higher inventory costs Reserve not enough demand will cause damage of company Therefore, to improve this weakness, boldly companies need to invest in software systems advanced warehouse management to avoid wasting the time of the stages in the process and to help decision-making process of the the array of spare part management easier and more convenient In addition, companies should conduct regular warehouse inventory and are available in amounts of spare parts to service vehicles can move whenever needed Price Policy The current price of the product Mipec for RTG cranes Terex brand in the $ 1.3 million package / product This price is lower than the TCM ( 1.35 million / product ) and Kone crane ( 1.31 million / product ) but still higher than the Doosan ( 1,295 million USD / product ) , Kalma ( 1,298 million USD / products ) , and ZPMC ( 1,050 million USD / products ) As can be seen, the difference in price between Doosan and Kalma Mipec with not much, but the pricing will create psychological Mipec for Terex customers at prices significantly higher (1.3 million > 1.2 million) So, the next time the company should have a policy discounts for products of Terex RTG The reduction in price need not be necessarily smaller figure of 1.3 million We suggest that companies should set a new price equal to Kalma (1,298 million USD / products) but other services better For example, at the same price with the market leader (Kalma) but of Mipec superior service: increase the warranty period, increase sales service (increased number of inspections during the warranty period ) This will help the company attract the customer's attention, given the easy comparisons and notice the superior of Mipec (more for the same) To reduce the product, the company should expand cooperation with major component manufacturers to make sales representative in Vietnam In addition, the need to accelerate the company linked to Terex manufactures a number of components/ devices RTG products in Vietnam This is a good plan to help companies enjoy preferential tax policies of the state as well as reducing production costs In addition, the company should have specific mechanisms for customer rewards introducing new customer discounts for old customers will motivate the customer to become a bridge for company marketing Distribution policy Currently, in addition to headquarters in Hoan Kiem district, Hanoi, company has just only 01 representative office at Level 3-29 Ton Duc Thang - Listen Ward District - Ho Chi Minh City This helps companies more favorable during exposure to clients in two key market areas are North (Hai Phong, Dinh Vu, Doan Xa, Cai Lan port) and the South (Saigon, Mep Cai Port) However, with the direction to penetrate the central port ( the port of Da Nang , Quy Nhon , Cam Ranh Bay , Cat Lai , Dung Quat port ) , the lack of a representative office in Central will cause difficulty difficult for companies in the process of access to customers in this market area Thus , in the period 2014 - 2018 , we propose Mipectech company should establish a more representative offices in Central anymore Specifically, companies should establish a representative office in Da Nang Representative Office will be coordinating and operating grasp the basic transaction with ports in Central Vietnam Promotion policy Promotion is important work to promote and expand the market share increase sales of businesses in general However, depending on particular products, business forms or objects that enterprise customers identify the appropriate promotion tools For MIPECTECH, with a particular client company is a collection of client organizations to promote tools that our group suggested using the market penetration strategy period 2014 - 2018 are: advertising, agency public Relations (PR), direct sales, participation in fairs and exhibitions Specifically: (1) For advertising tool: Advertising is a very important tool to transmit information and message of products and services to business consumers in the end For advertising, message transmission is most important because it affects the ability to acquire and feel of the client message then the choice of promotional tools * On the advertising message: with a particular set of customers is the port company (group of business customers) so this group special attention to the following criteria: price, delivery time, quality service Therefore, the message of the ad should emphasize characteristics on MIPECTECH * Regarding the choice of promotional tools: with customer -specific training as above, should MIPECTECH selection tool is press advertising The company can proceed simultaneously on two ads form: newspapers and electronic media Specifically, the newspaper company should opt for traditional newspapers have high quality read as: Newspaper Employees, Tien Phong newspaper or a number of professional journals Besides the newspaper company currently ongoing advertising ( Youth Newspaper , Vietnam Economic Times ) , companies can also advertise on some popular economics journals such as : SaigonTimes and a some local newspapers in the target market areas such as Hai Phong newspaper , newspaper of Danang , Khanh Hoa newspaper With the form of electronic media, companies should opt for advertising on websites specializing in shipping economics or commerce as: www.vietnamshipper.com, www.baothuongmai.com.vn, www.vneconomy.com.vn These tools helped the company reduce costs which bring high efficiency (2) For direct sales: Direct selling is considered to be the most effective promotion tools for enterprise customers is peculiar institution In the next phase, which continues to be the main tool in accessing MIPECTECH target customers, the company can perform this operation under directions: Firstly, mailing product introductions, catalogs to customers First, companies need to pay attention to the updates and the latest catalog in the form of a list of products and equipment related to RTG crane Terex branded and sent to the customer, then introduced offers in demand units Secondly, proceed to introduce the company offers through the leadership of Vinalines, the project management, the consulting firm designed to capture investment needs of customers is the port from which the appropriate policy offers Thirdly, through major customers / partners present to showcase products, services and equipment to the company's other partners The company should have a system for regular customer discounts and criticized percent for customers who 10 introduce new clients to encourage them to become the object of direct sales for Mipectech HR solutions To improve the efficiency of recruitment and assignment of tasks , MIPECTECH should implement the following measures : For the sales team , who can choose good qualities sale , trained Terex standard, ensuring the remuneration and welfare deserve Prioritize the knowledge or technical skills Development department to professional market , access new customers , communicate with existing customers and control programs in collaboration with institutions Develop job descriptions and standard system -specific job titles for every position from management to professionals , reflecting job content ; Identify and regulations written content for each job position highlights the main activities , the job evaluation criteria , capabilities and requirements of minimum educational qualification and reporting channels Construction process of the evaluation results to fit the job description (KPI’s) CONCLUSION Business strategy is extremely important for the survival and development of enterprises in general and for particular activities MIPECTECH No competitive business strategy, businesses can hardly survive and build a solid foothold, long on the market Identification and selection of competitive strategy does not fit or lack of precision will make the operation of business enterprises deviate, difficult to adapt to market changes and can not sustainable development References: Fred R David, “Outline of Strategic Management” – Publisher Statistics, in 2006 Associate Professor Dr Le The Gioi; Dr Nguyen Thanh Liem; Masters Tran Huu Hai, “Strategic Management” – Publisher Statistics (2009) Associate Professor Dr Le Van Tam, “Strategic Management” – Publisher Statistics (2005) Philip Kotler, “Marketing Management” – Publishing statistics, 2003 11 Mipec technology and equipment, JSC and other website http://sggp.org.vn/kinhte/2013/1/310521/ http://vantaidvn.com/kien-thuc/he-thong-cang-bien-viet-nam.aspx http://www.vinamarine.gov.vn/Index.aspx?page=port&tab=dscb 12 ... courses reputed domestic or sent to the partner (Terex) to enhance the training and knowledge of equipment RTG The second, To perform service performance, Mipectech need to modernize equipment repair... difference in strategy implementation phase of market penetration (2) With service: Service of Mipectech have the strongest rival is another of Terex equipment available at most Vietnamese seaports... The lessee can help companies save costs but to cause inconvenience or disruption if there are unexpected situations occur Therefore, to achieve the objective of enhancing the market share service