Phân tích lợi ích chiến lược mang lại cho doanh nghiệp – ví dụ tâp đồn Hòa Phát Any business that wants a long-term development and success go beyond that in addition to the available resources is an indispensable right strategy specific The role of strategy is important not only for the vision , mission and solutions , but it also includes directions for the long-term development of enterprises So what is the strategy ? Strategy is a rosary , a 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 bravery will not want to 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 it will be much better chance of winning Thus, a clear strategy is a mandatory requirement for those aspiring to stand firm in the first place In my basic benefits that will bring strategic business if your business is building a strategy right : + Profit + Customer loyalty + Brand Values - Profit If you not make a profit , then the business will not survive and grow This is probably the first core value towards the business needs to start building a strategy or develop a new product It is often said to be the real new direction , if not profitable , the business would not have been invested to develop not to mention high goals and beyond Profit brought not only can expand business scale but also to expand its investment in other areas more profitable more 2013 can be said to be a difficult year for businesses Inventories remain high , as the real estate industry , marine transportation , natural rubber still not muted compared to earlier in 2012 2013 was also a record year of delisting , which in many cases voluntarily left the floor to see the function of raising capital stock market is no longer as truoc.The but , in that gray picture , still there are many cases where the situation emerged relatively bright , business flourishes 2013 Investment and investment : Of course , not business investment also brings success , but it can be said without investment , the business has flourished not so Speaking to investors , not to mention about REE From a business called REE , " net " production , REE continuous trading and investing in the business to make food Currently REE is known as a business investment multidisciplinary , multi-sectoral And , fortunately , the investments of REE are proved effective and bring considerable profits for the company main branches of the REE investor today is Coal , Electricity , Water and Real Estate In particular , electricity and water are in the process of increasing the price ! First months of 2013, net interest REE 839 billion, over 29 % of the yearly plan months , own the associated companies has brought REE 382 billion in profits No expansion investment like REE , Hoang Anh Gia Lai and vinamilk resurfaced with search marketing strategy outside the territory of Vietnam 2013 , continuous investment vinamilk dairy plant in New Zealand , buy U.S dairy company and began expanding operations into Cambodia Vinamilk no secret ambition to reach the top 50 largest milk producer in the world, striving immediate revenue of $ billion in 2017 Hoang Anh Gia Lai expanding array of real estate to Myanmar , and gradually release active in the country to see that not much market potential Besides , the investment in rubber plantation in Laos, Cambodia and sugar bring significant advantages , the profit margin of this segment outperformed its peers in the sector in the country Hoa Phat Group is a quite different story : Talking to us, Hoa Phat Group representative said that the company is still " you" in the form of cash accounts , with the goal of reducing cash costs finance charges and does not have specific projects to invest in the future This does not mean that Hoa Phat Group to invest not STZ in Hai Duong steel syringe to 8,000 billion of HPG and start to bring significant efficiencies , mainly from closed manufacturing advantages , reduce costs , can compete with steel fair smuggled from China Also, thanks to the low cost advantage , Hoa Phat Steel is the only steel products from being sold in northern South market It can be said that the year 2013 is HPG " sweet fruits " from earlier investments & - customer loyalty and brand value Their products not only to satisfy the needs of customers in the best way , but also to compete with other competitors If there is customer loyalty and brand the product will always be made welcome The most typical example is Apple If asked what technology companies with the most ingenious and creative in the past 10 years , Apple will most likely be one of the first name you think of Needless to argue , just look at how Apple makes millions of people queuing in the cold just to buy a handset then clear And the fact that many people will be surprised that Apple is not the first company to come up with energetic products such as mp3 player , tablet or smartphone In addition, Apple with its rivals , like Google , RIM and Microsoft are both using the same components , share human resources , and have the financial capacity surplus So here is the difference in what ? Why people buy iPods instead of Zunes , select the iPhone rather than the BlackBerry ? How can Apple get people fascinated throughout the decades? "It's like a cult Main customer loyalty Apple has saved through the crucial moments worst business that I have not seen anywhere else "- Former Apple CEO Gil Amelio implies The strategy that Apple has used to be successful are: Strategy One: Communication from the core message out As a business owner , how you approach adapting early customers who are sensitive to the new one ? And how they continue to transmit your message to the mass consumer groups ? Simon Sinek in a speech at TED Apple showed how to marketing , and how the inventor , revolutionary in the past such as Martin Luther King or the Wright brothers did All of them are in a process of transmitting messages other than normal Sinek points out that , although there is not much money , no relationships , no brilliant minds , the individual or company can stand out from the reverse way to convey the message to all people Sinek calls it " The Golden Circle " According to him , the marketing message of the company , including the companies have large capital and the most famous , usually as follows : - 100 % said their companies - Some know how they - Very few know why they are doing what Sinek emphasized that : Few companies know exactly why they what am doing The reason companies exist ? Promote motivation CEOs wake up every morning ? Unless your company is aware of the trust and the core message , and you will not continue to spread the message in the usual way , for example : The message of the "The Golden Circle" (which Apple uses): Why: Everything we comes from what beliefs are challenged and think differently How: we create beautifully designed products and friendly What to do: That is the great computer was born Do you want to buy one for me? This method is Apple , the Wright Brothers and Martin Luther King used , starting with the question " Why " : The basic reason for the existence and operation of the development ty.Su core belief system is the core reason people attracted a cult following Once Apple still maintains a strong message from the core , they will also sell a lot of things other than computers Strategy : Find team approach and proactive customer communications to help them Creativity and originality is not enough to ensure success You need to reach and pass the " tipping point " ( the tipping point ), including consumer groups and the group soon adapt to mass consumers early adopters trend This is explained by the principles of Diffusion of Innovation Law applies to all technology products , from launch until it ceased production Apple has admitted to his mission as passionate believers technology and creative lovers These are also the people who will help them spread the images to others They carry out this mission for Apple on every front : from the name engraved on the iPhone to the iPad equipped for primary schools Many innovative products have fallen down "area" (the Chasm) because not enough customers to create "mass trend early adopters" If you are passionate about technology as Apple and always wanted to make an impression at the forefront of the latest technological trends , the Apple products are things for you The new trend will spread starting from pioneers like you to all the rest Strategy : Create impressive difference but still not far removed from the actual needs of customers Certainly not Apple not meet the state is denied , and of course you too Indeed , until a decade ago , owning an Apple items you feel that your nuisance than tech-savvy Especially with people programming If wanting to be " stylish personality " for a while then you probably would choose Linux But now can see many programmers chose Mac.Theo Enchantment Guy Kawasaki writes in his book , the reason the Mac first failure between the PC era dominated is because the creators of the Mac when it thought I know everyone's needs They created different computers and ease of use , but weak and expensive configuration Apple has taken the rise ( many people feel that they have dominated ) in the electronics market in the late 90s of the last century with the arrival of the iMac with eye-catching colors instead of just monotonous gray or beige earlier In addition, the strongest point of the iMac is the ability to easily connect to the Internet : simply plug the phone in it This feature alone has very attractive for new people to use the Internet But the reason iPod became the best-selling products ( hit seller ) is not greater storage capacity In fact, it is due ( in later generation iPod ) it can connect to a PC ( via iTunes ) Thus millions of PC users can organize and enjoy your music collection without having to have a Mac For many people , the iPod was Apple's first product they use And they like that they can not take away not show it to others Lessons learned from the unexpected resurgence of the iMac and iPod are : more innovative products , more interesting and influential , the more difficult to convince people to try The solution is to find out what people really want (not what you think they want ) and consider whether they are willing to try your product experience to satisfy the things they want not Strategy 4: Create a pleasant feeling when customers receive new things Sometimes people simply not want to change whether your new product better than what they 're used Change is a difficult thing because people will not know how to change it , sometimes it's even harmful To convince people to try your product , the way that Apple and several other leading companies have done , which is to create the most favorable conditions for people to try Consider the following questions : - How to buy and use one of your customers ? How soon they started to see the difference ? - It takes time and money when converted to use your product ? - If you not like your product you have to try , why ? ( Can you return it? ) As we know , marketing is the way Apple wants to convey the message priority "why " first Then tell everyone they know "what " and " how " Let's focus on the reason for those general approach to his comrades These people can not buy from you , but it does not matter because they are not the largest group of customers Apple has a loyal fan base , almost cult , for their products They convey the message to the fan base through everything they , from the Mac vs PC ad design and product features Not to say too - that's the fans' unwavering faith in Apple products , as Sinek said : " People not buy what you , but why buy because you " Once people have been convinced that your idea has value , they will easily become friendly fast And it's not just a marketing strategy Our brains are programmed in a way only react if and only if the belief system we are affected Otherwise, the brain simply giving feedback " does not sound reasonable " If the impact of marketing messages to your brain , you will nod approval a very emotional when considering the features and benefits of the product , which was created with the intention of buying your example Whether you like Apple or not, their marketing tactics result is a very serious thing - a tactic there is no other technology companies to imitate It is these very specific strategies difference Apple has brought its unique brand image of themselves, they mentions that Apple will think of luxury and technological leader In a nutshell with different businesses , with different resources will also have a lot of different strategies appropriate to force her to give up the business So the right strategy in each period , each situation will be the premise as well as the direction to move forward now References Strategic management curriculum - Dr Vu Thanh Hung http://vcamp.vn/article/1221/4-chien-luoc-marketing-cua-apple-khien-cathe-gioi-bi-thuyet-phuc.html http://www.dankinhte.vn/cac-loai-hinh-chien-luoc-kinh-doanh-tieu-bieu/ http://www.cemd.ueh.edu.vn/?q=article/chi%E1%BA%BFn-l %C6%B0%E1%BB%A3c-cho-doanh-nghi%E1%BB%87p-nh%E1%BB %8F-v%C3%A0-v%E1%BB%AB-trong-th%E1%BB%9Di%C4%91%E1%BA%A1i-to%C3%A0n-c%E1%BA%A7u-h %C3%B3a.html http://khoisudoanhnghiep.vn/kinh-nghiem-thuong-truong/kinhnghiem/thanh-cong-nho-doc-dao-va-khac-biet.html http://thegioiinox.net/tin-tuc-tu-cong-ty-hoa-an/16tintucsukien/tintrongnuoc/95-chien-luoc-canh-tranh-cho-doanh-nghiepnho-va-vua-trong-thoi-dai-toan-cau-hoa http://www.baomoi.com/Cau-chuyen-cac-doanh-nghiep-thanh-cong2013/127/13001893.epi 10 ... dominated is because the creators of the Mac when it thought I know everyone's needs They created different computers and ease of use , but weak and expensive configuration Apple has taken the rise... from pioneers like you to all the rest Strategy : Create impressive difference but still not far removed from the actual needs of customers Certainly not Apple not meet the state is denied , and... in the usual way , for example : The message of the "The Golden Circle" (which Apple uses): Why: Everything we comes from what beliefs are challenged and think differently How: we create beautifully