AMÉLIORATION DE LA COMPÉTITIVITÉ DE LA SOCIÉTÉ à RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT ET D’EXPORT VIET THANH

Situation générale de la recherche

* Aperỗu de la recherche à l’ộtranger

1 Michael A Hitt & R Duane Ireland & Robert E Hoskisson (2006), Concepts of Strategic Management, Southwest University Press Michael A Hitt & R Duane Ireland

& Robert E Hoskisson ont clarifié les problèmes liés aux facteurs affectant la compétitivité

2 Michael E Porter (1998), Competitive Advantage, Maison d’édition Science and

Technology, Hanọ Le document a entièrement systématisé la théorie de la compétitivité des entreprises, afin que les entreprises puissent dessiner des méthodologies de gestion stratégique des affaires

3 Michael E Porter (1980), Competitive Strategy, Maison d’édition Jeune et DT

Books, Hanọ Michael E Porter propose une exploration complète des principes fondamentaux de l’avantage concurrentiel des entreprises

In their 2015 article, E Ryzhkova and N Prosvirnin explore the factors influencing the competitiveness of businesses within a market economy They analyze existing methodologies for assessing corporate competitiveness, identify key evaluation criteria, and propose hypotheses and initiatives aimed at enhancing the overall competitiveness of companies.

5 J.Fagerberg, D.C.Mowery et R.R.Nelson (2003), The concept of competition,

Oxford University Press presents a study on competitiveness theory, highlighting the crucial role of technological innovation in enhancing competitive levels The author examines industry competitiveness from a global perspective, analyzing the current state of service and transportation sectors in relation to market competitors, and offers specific and detailed solutions However, a limitation of the thesis is its insufficient analysis of the criteria for evaluating corporate competitiveness.

* Aperỗu de la recherche au Vietnam

In her 2020 thesis, Nguyen Phuong Thuy explored strategies to enhance the competitiveness of Thang Long Mechanical and Electrical Refrigeration Joint Stock Company She systematically organized general theories and clarified the concepts of competition and corporate competitiveness Additionally, she identified influential factors and highlighted the key components that contribute to the competitiveness of companies in the refrigeration engineering sector.

In his 2014 thesis, Vo Hoang Thao Nguyen examines strategies to enhance the competitiveness of Daco Greenlight products at Dai Thanh Electromechanical Manufacturing and Trading LLC The author systematically reviews competition theory, evaluates the company's strengths and weaknesses, and presents actionable measures to boost its market competitiveness.

In his 2015 thesis, Tong Khanh Ly analyzes the competitiveness of Dong Thien Phu Group's joint-stock company by comparing it with its competitors He examines both the constitutive factors and the elements influencing competitiveness, ultimately proposing effective and efficient solutions to enhance the company's market position.

In her 2011 thesis, Nguyen Thi Hanh examined the current state of Le Minh Trung Joint Stock Company by analyzing its competitiveness through resource and market criteria Based on this analysis, she proposed solutions and recommendations aimed at enhancing the company's competitive edge against its rivals.

In her 2011 thesis, Nguyen Thi Bich Ngoc systematically explored the theories of competition and competitiveness within limited liability companies, specifically focusing on the import-export service sector in Hai Phong She emphasized the significance of various criteria that contribute to the overall competitiveness of businesses in the market, alongside the unique characteristics of these enterprises.

Numerous scientific studies, theses, and reports have been conducted on business competitiveness; however, there is a lack of research specifically focusing on the competitiveness of companies in the import and export sector This gap highlights the importance of studying this topic for businesses Therefore, I have chosen to explore "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company," aiming to analyze competitiveness in detail and propose solutions that will assist Viet Thanh in making informed decisions to enhance its market competitiveness.

Objectifs de la recherche

Dans le but de proposer des solutions pour améliorer la compétitivité chez la société à responsabilité limitée de commerce d’import et d’export Viet Thanh Donc, le sujet

“Amélioration de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh” a pour but d’accomplir les tâches suivantes:

- Systématiser les bases théoriques et les enjeux réels, les connaissances liées à sujet de l’amélioration de la compétitivité de l’entreprise

This article examines the competitive capacity of Viet Thanh Limited Liability Company, which specializes in import and export trade It analyzes the company's successes and limitations, identifying the underlying causes of these outcomes in comparison to its direct competitors.

- Proposer des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh.

Objet et cadre de la recherche

The primary focus of this research is to examine the key factors and influences affecting the enhancement of competitiveness for Viet Thanh, a limited liability company engaged in import and export trade.

The article focuses on researching the competitiveness of Viet Thanh Limited Liability Company, which specializes in import-export trade, specifically targeting the Northern market The primary emphasis is on the company's activities in importing and exporting goods.

 Données primaires: cette étude est réalisée à partir du 20 septembre jusqu’au 15 octobre 2021

 Données secondaires: cette étude a pris des données au cours de 3 années 2018,

Structure du mémoire

Chapitre 1 Cadre théorique sur la compétitivité et l’amélioration de la compétitivité des entreprises

Chapitre 2 Situation réelle de la capacité concurrentielle de la société à responsabilité limitée de commerce d’import d’export Viet Thanh

Chapitre 3 Propositions des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

- Systématiser une base théorique sur la compétitivité des sociétés commerciales

- Analyser la situation actuelle et évaluer les forces, les limites et les causes de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

- Proposer des solutions pour améliorer la compétitivité de la société à responsabilit é limitée de commerce d’import et d’export Viet Thanh

I would like to extend my heartfelt gratitude to my teachers at the International Training Institute and the Faculty of Business Administration at Thuong Mai University, who enthusiastically supported me in conducting this study on "Enhancing the Competitiveness of Viet Thanh Limited Liability Import and Export Trading Company."

Je tiens à exprimer ma plus profonde gratitude à Mme Nguyen Thi My Nguyet et à

Mme Le Thuy Duong, mes directrices de recherches Elles ont consacré beaucoup de temps et d’enthousiasme à me guider à mener ce mémoire de fin d’études universitaires

I would like to express my gratitude to the board and the departments of Viet Thanh Import and Export Limited Liability Company They provided a supportive environment that facilitated my research while writing this thesis.

Hanọ, jour mois année 2021 Étudiante

LISTE DES TAB LEAUX, DES GRAPHIQUES, DES FIGURES vii

1 Choix du sujet de la recherche 1

2 Situation générale de la recherche 2

4 Objet et cadre de la recherche 4

CHAPITRE 1 CADRE THÉORIQUE SUR LA COMPÉTITIVITÉ ET L’AMÉLIORATION DE LA COMPÉTITIVITÉ DES ENTREPRISES 7

1.1.3 Nécessité d’améliorer la compétitivité des entreprises 8

1.1.3.2 Améliorer la compétitivité pour le développement 9

1.1.3.3 Améliorer la compétitivité pour atteindre les objectifs 9

1.2 Quelques théories sur la compétitivité des entreprises 9

1.2.1 Le modèle de forces réglementaires concurrentielles de M.Porter 9

1.2.2 Les types de stratégies concurrentielles 11

1.3 Modèle et contenu théorique sur l’amélioration de la compétitivité des entreprises 12

1.3.1 Modèle de recherche de la compétitivité des entreprises 12

1.3.2 Contenu de la recherche sur la compétitivité des entreprises 12

1.3.2.2 Développer un ensemble de critères pour évaluer la compétitivité des entreprises 13

1.3.2.3 Évaluer la compétitivité globale des entreprises 16

1.4 Facteurs affectant la compétitivité des entreprises 17

1.4.1.2 Facteurs de l’environnement politique et juridique 17

1.4.1.3 Facteurs environnementaux de la science et de la technologie 17

CHAPITRE 2 SITUATION RÉELLE DE LA CAPACITÉ CONCURRENTIELLE

DE LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT

2.1 Apperҫu général de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 20

2.1.1 Processus de création et de développement de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 20

2.1.2 Les métiers de la société Viet Thanh 21

2.1.3 Organigramme de la société Viet Thanh 21

2.1.4 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 –

2.2 Analyse de la situation concurrentielle actuelle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 24

2.2.1 Situation actuelle des concurrents directs de la société Viet Thanh 24

2.2.2 Élaboration des critères pour évaluer la compétitivité de la société Viet

2.2.3 Compétitivité globale de la société Viet Thanh 27

2.3 Évaluation de l’influence des facteurs environnementaux sur la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 31

2.3.1 Influence des facteurs de l’environnement macro 31

2.3.2 Influence des facteurs de l’environnement du secteur 33

3.1 Conclusions sur la situation concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 35

3.1.1 Réalisations obtenues lors du processus de l’amélioration de la compétitivité de la société Viet Thanh 35

3.1.2 Limites de l’amélioration de la compétitivité de la société Viet Thanh 35

3.1.3 Causes des limites dans le processus de l’amélioration de la compétitivité de la société Viet Thanh 36

3.2 Prévisions, orientation sur la capacité concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 37

3.2.1 Prévisions de l’environnement concurrentiel de la société dans le temps à venir 37

3.2.2 Orientation des activités commerciales de la société Viet Thanh 38

3.3 Propositions des solutions pour améliorer la compétitivi té de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 39

3.3.1 Développement d’une politique de prix raisonnable 39

3.3.2 Achèvement de la structure des infrastructures physiques et techniques 39

LISTE DES TABLEAUX, DES GRAPHIQUES, DES FIGURES

Tableau 2.2 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 – 2020

Tableau 2.3 Tableau évoquant l’importance des compétitivités de la société

Tableau 2.4 Évaluation générale de la compétitivité de la société à responsabili té limitée de commerce d’import et d’export Viet Thanh en comparaison avec ses concurrents

Graphique 2.3 Graphique illustrant les résultats de l’enquête sur les points de classement des capacités concurrentielles

Schéma 2.1 Organigramme de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

Graphique 1.2 Modèle des 5 forces concurrentielles de M.Porter

Graphique 1.3 Modèle de recherche de la compétitivité des entreprises

1 Choix du sujet de la recherche

In today's market economy, competition plays a crucial role as it drives business growth and contributes to economic development The outcome of competitive processes will ultimately determine which companies thrive and continue to operate, while others may face bankruptcy and exit the market.

In a competitive environment, businesses must develop strategic plans that leverage existing resources to enhance their market position Consequently, competition drives the adoption of advanced science and technology in production and management methods, ultimately improving product quality For companies, competition serves as a catalyst for effectively mobilizing all available resources, thereby enhancing their production capabilities.

Viet Thanh Limited Liability Company, specializing in import and export, has achieved significant milestones in the domestic market in recent years During my internship and the writing of this thesis, I observed that the company has developed effective strategies to enhance its competitiveness, particularly between 2018 and 2020 However, a preliminary survey revealed that many companies, including Viet Thanh, face challenges in implementing strategies to boost competitiveness, such as pricing and facilities Therefore, I chose the topic "Improving the Competitiveness of Viet Thanh Limited Liability Import and Export Company" for my university thesis My aim is to provide constructive ideas and perspectives on activities that can enhance the company's competitiveness, while also proposing solutions to help improve its market position and contribute to better business outcomes.

2 Situation générale de la recherche

* Aperỗu de la recherche à l’ộtranger

1 Michael A Hitt & R Duane Ireland & Robert E Hoskisson (2006), Concepts of Strategic Management, Southwest University Press Michael A Hitt & R Duane Ireland

& Robert E Hoskisson ont clarifié les problèmes liés aux facteurs affectant la compétitivité

2 Michael E Porter (1998), Competitive Advantage, Maison d’édition Science and

Technology, Hanọ Le document a entièrement systématisé la théorie de la compétitivité des entreprises, afin que les entreprises puissent dessiner des méthodologies de gestion stratégique des affaires

3 Michael E Porter (1980), Competitive Strategy, Maison d’édition Jeune et DT

Books, Hanọ Michael E Porter propose une exploration complète des principes fondamentaux de l’avantage concurrentiel des entreprises

In their 2015 study published in the European Journal of Research, E Ryzhkova and N Prosvirnin explore the factors influencing corporate competitiveness in a market economy They analyze existing methodologies for assessing business competitiveness, identify key evaluation criteria, and propose initiatives aimed at enhancing the overall competitiveness of companies.

5 J.Fagerberg, D.C.Mowery et R.R.Nelson (2003), The concept of competition,

Oxford University Press presents a study on competitiveness theory, highlighting the crucial role of technological innovation in enhancing competitive levels The author examines industry competitiveness from a global perspective, analyzing the current state of companies in the services and transportation sectors in comparison to market competitors The methodology employed is specific and detailed; however, a notable limitation of the thesis is the insufficient analysis of the criteria used to evaluate the competitiveness of businesses.

* Aperỗu de la recherche au Vietnam

In her 2020 thesis, Nguyen Phuong Thuy systematically organized general theories and clarified the concepts of competition and competitiveness within businesses, specifically focusing on the Mechanical and Electrical Refrigeration Joint Stock Company of Thang Long She identified key influencing factors and highlighted the essential components that contribute to the competitiveness of companies in the refrigeration sector.

Vo Hoang Thao Nguyen (2014) explores strategies to enhance the competitiveness of Daco Greenlight products at Dai Thanh Electromechanical Manufacturing and Trading Limited Company in their thesis at Ho Chi Minh University of Technology The author systematically reviews competition theory, evaluates the company's strengths and weaknesses, and suggests measures to boost its competitive edge.

In his 2015 thesis at Thang Long University, Tong Khanh Ly analyzed the competitiveness of Dong Thien Phu Group's joint-stock company by comparing it with its competitors He examined both the fundamental factors and the influences affecting competitiveness, ultimately proposing effective and efficient solutions to enhance the company's competitive edge.

In her 2011 thesis, Nguyen Thi Hanh examined the current state of Le Minh Trung Joint Stock Company by evaluating its competitiveness through resource and market criteria Based on this analysis, she proposed solutions and recommendations aimed at enhancing the company's competitive edge against its rivals.

Nguyen Thi Bich Ngoc (2011) explored strategies to enhance the competitiveness of the Hai Phong-based limited liability import-export service company in her thesis at Hai Phong Private University The author systematically analyzed competition and competitiveness theories within businesses, identifying key characteristics that influence overall market competitiveness Additionally, she emphasized the significance of each criterion in contributing to a company's competitive edge.

Numerous scientific studies, theses, and reports have been conducted on business competitiveness; however, there is a scarcity of research specifically focused on import and export competitiveness This gap highlights the significance of exploring this topic for businesses Consequently, I have chosen to study "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company," aiming to provide a detailed analysis of competitiveness and propose solutions that will assist Viet Thanh in making informed decisions to enhance its market competitiveness.

Dans le but de proposer des solutions pour améliorer la compétitivité chez la société à responsabilité limitée de commerce d’import et d’export Viet Thanh Donc, le sujet

“Amélioration de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh” a pour but d’accomplir les tâches suivantes:

- Systématiser les bases théoriques et les enjeux réels, les connaissances liées à sujet de l’amélioration de la compétitivité de l’entreprise

This article examines the competitive capacity of Viet Thanh Import-Export Limited Liability Company by analyzing its current market position It highlights the successes achieved by the company as well as the limitations faced Additionally, it investigates the underlying causes of these outcomes in comparison to Viet Thanh's direct competitors, providing insights into the factors influencing its performance in the industry.

- Proposer des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

4 Objet et cadre de la recherche

The primary focus of this research is to examine the key factors and influences that contribute to enhancing the competitiveness of Viet Thanh, a limited liability company engaged in import and export trade.

CADRE THÉORIQUE SUR LA COMPÉTITIVITÉ ET L’AMÉLIORATION DE LA COMPÉTITIVITÉ DES ENTREPRISES

Les concepts de base

La concurrence est devenue un concept familier dans tous les domaines et constitue une préoccupation majeure sur le marché des entreprises

D’un point de vue économique, la “ concurrence ” est plus clairement définie dans le dictionnaire et dans les théories de la relativité des économistes tels que:

Selon Samuelson (1948): “La concurrence est une rivalité entre des entreprises qui se font concurrence pour des clients”

Selon Adam Smith (1770): “La concurrence peut réduire les cỏts et les prix des produits, faisant ainsi bénéficier la société dans son ensemble d ’une productivité accrue des entreprises”

Selon Michael Porter (1980): “La concurrence, c’est gagner des parts de marché

The essence of competition lies in the pursuit of profit, specifically aiming for returns that exceed the average profits of a business This competitive process ultimately leads to a distribution of benefits within the industry, fostering significant improvements and potentially resulting in lower prices for consumers.

Selon Marx (1978): “La concurrence est une rivalité, une lutte acharnée entre capitalistes pour conquérir des condition s favorables à la production et à la consommation de biens afin d’attirer des profits excédentaires”

D’après les définitions ci-dessus, on peut comprendre : La concurrence est la concurrence entre les entités commerciales sur le marché pour attirer et at tirer des clients

Competition is an essential aspect of economic activities and serves as a catalyst for enhancing production and commercial operations within the market framework It drives the development of solutions and strategies aimed at gaining a competitive edge and improving market position.

Actuellement, pour le concept de compétitivité, chaque document à des approches différentes et n’est toujours pas compris de manière unifiée

According to Nguyen Hoang Long and Nguyen Hoang Viet (2015), "capacity refers to the ability to utilize resources that have been intentionally linked within the operational areas of a business to achieve desired objectives."

According to Michael Porter (2013), a company's competitiveness is defined by its ability to dominate the market for similar or substitute products A high capacity to win and maintain market share indicates strong competitiveness Porter emphasizes that this concept extends beyond direct competitors to include potential rivals and substitute products as well.

Selon Vu Trong Lam (2006) : “La compétitivité d’une entreprise est la capacité de créer, de maintenir, d’utiliser et de créer de nouveaux avantages concurrentiels d ’une entreprise”

Competitiveness is defined as the effective utilization and management of a company's resources, capitalizing on all available opportunities within the business environment This approach enables the creation of superior products and services that meet customer needs, ultimately achieving the company's commercial objectives related to profits, revenue, and market share.

1.1.3 Nécessité d’améliorer la compétitivité des entreprises

1.1.3.1 Améliorer la compétitivité pour survivre

With economic growth and WTO membership, competition is becoming increasingly fierce, requiring companies to exert greater effort to survive and establish a market presence To thrive in such a challenging environment, businesses must enhance their operations, seize opportunities, overcome limitations, and effectively promote their achievements Improving competitiveness is essential for the survival and sustainability of the market.

1.1.3.2 Améliorer la compétitivité pour le développement

Competition serves as a powerful driver for the production and supply of goods and services A larger supply leads to stricter demand, enabling the elimination of inefficient companies while promoting the growth of successful ones This constant pursuit of improvement allows businesses to better meet customer needs As market demand fluctuates, companies must strike a balance between maintaining high quality and offering reasonable prices to attract and retain customers.

1.1.3.3 Améliorer la compétitivité pour atteindre les objectifs

Every business, regardless of size, has specific goals, with each stage presenting different objectives Profit remains the primary concern, making competition a vital tool for companies to assess their own capabilities alongside those of their rivals, thereby identifying market gaps By effectively managing and enhancing their competitiveness, businesses can more easily achieve their objectives.

Quelques théories sur la compétitivité des entreprises

1.2.1 Le modèle de forces réglementaires concurrentielles de M.Porter

Selon Michael E.Porter, chaque secteur d’activité est affecté par 5 forces concurrentielles

Graphique 1.2 Modèle des 5 forces concurrentielles de M.Porter

(Source : Michael Porter, “Stratégies concurrentielles”, 1980)

- Concurrence entre les concurrents du secteur

Every industry faces competition, making it a central focus of competitive analysis This competition manifests through pricing, product quantity, market share, and product innovation among existing companies With an increasing number of competitors, it is essential for businesses to exercise timely discernment to maintain their competitive edge.

- Pouvoir de négociation des fournisseurs

Suppliers can significantly influence or threaten manufacturers due to the importance of the product or fluctuations in production costs that manufacturers must accept When companies are unable to source raw materials domestically, international suppliers gain even greater leverage While competition among suppliers allows businesses to select the best option, the limited bargaining power of suppliers remains minimal Therefore, companies must adopt a flexible and proactive approach to maintain control over supplier negotiations.

- Menaces des produits de substitution

When the price of a current product rises, customers often turn to substitute products Competitors introduce alternatives that create incentives related to both service and pricing The unique components of the current product are replaced by distinctive features of the substitute that excite customers and fulfill a hidden need The greater the similarity between the substitute and the company's product, the higher the threat to the business.

Potential competitors are those who have not yet entered the market but pose a significant threat to existing businesses if they choose to enter the field The emergence of these potential competitors can lead to substantial losses for companies already operating in the industry.

- Pouvoir de négociation de l’acheteur

Customers have the right to negotiate with businesses by pushing for lower prices, reducing the quantity of goods purchased, or imposing quality requirements If they fail to recognize market demand trends, they risk becoming opportunities for competitors to introduce niche products that better cater to customer preferences.

1.2.2 Les types de stratégies concurrentielles

This strategy focuses on a specific market segment while providing the lowest possible prices Companies aiming for high profits from low costs and minimizing the entry of substitute products require large-scale production, inexpensive raw materials, efficient management, and effective distribution of their products.

Differentiation is the unique appeal that helps businesses attract customers more effectively When a company identifies a distinctive attribute or feature of its product or service, it can become a leading competitive factor in the market.

Businesses should focus on a specific market segment and target a defined group of customers rather than trying to appeal to multiple groups By developing unique and distinctive characteristics, companies can more effectively attract clients This strategy is essential for meeting consumer needs and enhancing brand awareness.

Modèle et contenu théorique sur l’amélioration de la compétitivité des entreprises

1.3.1 Modèle de recherche de la compétitivité des entreprises

Graphique 1.3 Modèle de recherche de la compétitivité des entreprises

(Source : documentation) 1.3.2 Contenu de la recherche sur la compétitivité des entreprises

Direct competitors are businesses that offer similar products or services within the same geographic area, targeting the same audience and addressing the same needs Competitors are essential in the business landscape, varying only in their strength and number Direct competitors enhance the competitive environment, and to succeed, companies must understand the market and their rivals to maintain effective strategies and preventive plans.

Both parties target the same market and customer base with the shared goal of increasing profits and market share Therefore, it is essential to understand and analyze direct competitors in order to identify differentiators, innovate, and attract customers.

Identifier les concurrents directs à travers des aspects tels que:

Market research should encompass the company's products and services aimed at customers and markets, while also analyzing how competing businesses sell and deliver similar offerings.

- Recueillir les avis clients: Par le biais d’entretiens, d’enquêtes auprès de clients fidèles, recueillir des avis pour comprendre leurs besoins, répondre rapidement par rapport aux concurrents

Researching online forums and communities can provide valuable insights into potential clients interested in HR software Platforms like Facebook are useful for gathering information about customer preferences and feedback Additionally, exploring other forums and target customer groups can yield further information to enhance understanding of client needs.

1.3.2.2 Développer un ensemble de critères pour évaluer la compétitivité des entreprises

Based on the foundational criteria of competitiveness, a comprehensive set of standards is established that encompasses two primary sources of competency: source competitiveness and marketing competitiveness.

- Compétitivité des ressources des entreprises:

Finance is the fundamental requirement for all production and commercial activities, as it influences every investment, purchase, and distribution decision The amount of equity a company possesses is determined by its accumulated profits over time Efficient operations lead to higher annual profits, allowing for greater reinvestment in production and an increase in equity capital Companies with substantial capital demonstrate financial autonomy, thereby gaining the trust of suppliers and customers A strong financial foundation from the outset positions businesses favorably in their commercial endeavors In addition to utilizing their own capital, companies can also access funds from various sources to meet their capital needs for production and business activities.

Managers play a crucial role in the growth of businesses Effective leaders foster a positive work environment that motivates employees to contribute and perform at their best Additionally, they provide guidance to promote collective development, enhance productivity, and achieve shared growth.

In business, people are the most crucial factor for success Human resources play a decisive role in competitive advantage, especially for commercial enterprises, as they determine the effectiveness of customer service delivery A well-structured human resources framework is essential for assessing the quality of human resources, which can significantly impact competitiveness.

Facilities encompass all the equipment, machinery, workshops, and warehouses of a company, playing a crucial role in labor productivity and competitiveness When businesses are equipped with quality facilities, they can produce high-quality products Furthermore, these installations reflect the composition of human productive forces and the extent to which humanity has harnessed natural resources over time Modern and well-maintained facilities also signify the development and growth of the enterprise.

Research and development are crucial elements that drive each other forward, focusing on investing in and exploring new technologies to enhance business growth Through research, we can uncover innovative products and services that meet the evolving needs and preferences of customers Staying ahead of the competition requires continuously discovering new ideas and trends before they emerge in the market.

The attributes of a product that reflect its nature, along with its unique characteristics measured by quantifiable parameters, play a crucial role in meeting human needs It is essential for this alignment to address three key performance aspects: quality, price, and speed To stay competitive, companies must continuously enhance product quality and innovate their offerings.

The ultimate goal of a business is to generate profit, making pricing strategies a key focus for managers The price represents the agreed amount between a buyer and a seller for a specific product Market pricing is influenced by factors such as production costs, selling expenses, supply and demand dynamics, competitive intensity, and government regulations Each company selects an appropriate pricing policy based on its unique circumstances and stages of development Consequently, price has evolved into a competitive tool for product differentiation.

A distribution network serves as a crucial link between manufacturers and end customers, facilitating the delivery of products either directly or through various channels The effectiveness of this distribution network significantly impacts a company's ability to sell products, shape marketing strategies, and establish a competitive advantage in the marketplace.

A strong distribution network can significantly enhance a company's market share by providing valuable customer insights and feedback Businesses can utilize various distribution channels, including direct, indirect, and mixed channels, each impacting their product accessibility and competitive edge Selecting the right distribution channel is crucial, as it may take years to establish an effective system Therefore, companies must carefully research and choose the most suitable distribution channel for their needs.

+ Activités de publicité et de promotion des ventes

In the current era of Industry 4.0, advertising and sales promotions are essential strategies for businesses to gain market dominance and enhance their competitiveness Through effective advertising and promotional efforts, companies can easily reach their target customers and potential markets, while also attracting clients from their competitors.

Facteurs affectant la compétitivité des entreprises

The economic environment encompasses the characteristics of the economic system in which businesses, particularly production and commercial enterprises, operate This factor significantly influences companies and plays a crucial role in shaping the business environment.

Economic factors include the growth rate of the economy, interest rates, exchange rates, inflation rates, and taxes A stable economy fosters growth, enabling businesses to expand, increase profits, attract investments, and seize opportunities in a highly competitive environment.

1.4.1.2 Facteurs de l’environnement politique et juridique

In general, politics and law are closely linked to the economy; political instability often leads to economic instability, and vice versa A stable political environment and a clear legal system foster a favorable setting for long-term business activities, ensuring convenience and fairness for companies engaged in effective competition Laws directly influence the operations of every business within the economy For companies involved in import-export activities, it is crucial to pay special attention to the regulations of different countries, as variations in laws can pose significant challenges for businesses.

1.4.1.3 Facteurs environnementaux de la science et de la technologie

In the context of global economic integration and rapid scientific advancement, technology has emerged as a crucial factor influencing business competitiveness The development of new sciences and technologies significantly affects product pricing, quality, and the overall market position of companies The more advanced the technology, the greater its impact on a company's competitive standing Today, most products and goods are closely linked to scientific and technological achievements.

The sociocultural environment encompasses life perspectives, lifestyles, beliefs, habits, cultural levels, customs, gender, and national identity It influences the needs, consumption capacity, and payment levels of target customer groups Cultural qualifications impact the quality of human resources Understanding and analyzing these factors will assist businesses in developing tailored commercial strategies that align with the unique cultures and customs of each region.

The supplier plays a crucial role in providing all the inputs necessary for the production process, directly influencing the quantity of the product Supplier pressure on companies is significant, as some suppliers may hold monopolistic power, thereby dominating the company's operations Consequently, any change in suppliers can directly impact the business activities, ultimately affecting the company's competitiveness.

Customers are the primary focus for any business's existence, as their success or failure directly impacts the company To maintain a strong market position, businesses must effectively meet customer needs The size of the customer base influences the overall market size, and customer trust can be a company's most valuable asset, stemming from their satisfaction with the products Therefore, it is essential for companies to continually seek ways to better address customer needs.

Actuellement, dans les affaires, il ne suffit pas aux entreprises de comprendre uniquement leurs clients, mais de comprendre leurs concurrents pour pouvoir planifier des stratégies commerciales et concurrentielles efficaces

For businesses involved in import and export activities, it is essential to not only contend with direct domestic competitors but also to address the emergence of numerous potential rivals To effectively compete, companies must analyze the strengths and weaknesses of their competitors, allowing them to develop sound business strategies.

SITUATION RÉELLE DE LA CAPACITÉ CONCURRENTIELLE

Apperҫu général de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

2.1.1 Processus de création et de développement de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

Viet Thanh Import and Export Limited Liability Company, founded in 2010 by its legal representative Mr Nguyen Minh Hien, serves as a key player in the commercial sector Based in Hanoi, the company specializes in the buying and selling of goods as well as national and international transportation services.

The company is dedicated to enhancing the quality of door-to-door transport services, transshipment, and multimodal transportation for bulk goods, aiming to deliver maximum commercial efficiency to both national and international clients.

Since 2017, the company has been actively involved in the importation of coal for businesses and large coal processing firms serving thermal power plants To date, it has successfully managed large-scale coal transportation in the Duyen Hai and Vinh Tan regions.

Le 15 octobre 2018, la société a signé un contrat de transport de charbon avec des clients de la Northeast Defence Corporation par des navires d’un tonnage d’environ 1000 DWT à 1500 DWT pour fournir du charbon du terminal KM6 à Pha Lai et d’autres emplacements

In early October 2021, Viet Thanh Company and Northeastern Corporation of the Ministry of National Defense successfully signed a coal transportation contract, involving the delivery of 100,000 tons of coal to northern provinces of Vietnam, including Hai Duong and Bac Giang This transportation plan aims to meet the current demand of thermal power plants while preparing for the Thai Binh 1 and Thai Binh 2 power plants, which are being developed by Vietnam Electricity Group as investors.

The company operates over 20 vessels with a tonnage ranging from 2,000 to 20,000 DWT, providing and leasing ships to meet the demand for coal imports from abroad, utilizing mother ships with capacities of up to 50,000 DWT stationed in Vietnam As a specialized transport service provider in inland shipping, the company has rapidly grown to become one of the leading firms in the production and trade of mineral materials and inland transport services in Vietnam.

2.1.2 Les métiers de la société Viet Thanh

- La société se concentre sur trois principaux domaines d’activité suivants:

+ Société minéraux miniers, combustibles: métaux, non-métaux, alliages, charbon, tourbe

We provide raw materials for large production factories that have not undergone pre-engineering processes and have been treated, including iron ore, coal, titanium, and steel billets.

+ Fourniture de services de mandat d’importation, de transport de marchandises

- Les principaux services de la société sont:

+ Importations: charbon, pétrole, pierre, fer et acier, minerai de fer et service de consignation d’importation

+ Extraction et traitement des minéraux

2.1.3 Organigramme de la société Viet Thanh

La société Viet Thanh a un modèle d’organisation et fonctionne conformément à l’article 73 de la loi sur la société de 2014

M Nguyen Minh Hien, directeur de la société Viet Thanh sera le représentant de la société pour exercer les droits et les obligations de la société

Schéma 2.1 : Organigramme de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

(Source : Département d’aministration et des ressources humaines de la société Viet

The organizational chart of Viet Thanh is straightforward, with each department assigned clear responsibilities based on the professional capabilities of its members This structure is well-suited to the company's needs.

2.1.4 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 –

1 Revenu net de la vente de biens et de la prestation de services

3 Bénéfice brut des ventes et de la prestation de services

Tableau 2.2 : Résultats commerciaux de la société Viet Thanh au cours de la période 20 18 – 2020

The commercial performance of Viet Thanh has experienced significant changes and fluctuations over the years, as evidenced by the company's financial results Key elements highlight the evolving nature of its business activities.

Revenu net : La croissance de la société en 2018-2020 montre qu’en dépit d’être touchée par l’épidémie de Covid-19, la société est peu touchée

From 2018 to 2020, the company aimed to minimize costs to maximize profits; however, the rise in revenue also led to an increase in associated costs.

2019, le cỏt a augmenté de 819 307 758 dongs (18,3 %), en 2019 - 2020 a augmenté de

In the fiscal year 2018-2019, the company experienced a profit increase of 190,597,387 dongs, reflecting a growth of 11.1% However, in the subsequent period of 2019-2020, profits declined by 63,415,063 dongs, representing a decrease of 3.06% Despite this reduction, it remains relatively minor, indicating that the company's departments continue to operate steadily in the aftermath of the epidemic.

En bref, le bénéfice avant impôst et après impôst au cours de la période 2018 –

2020 de la société a diminué Cependant, en 2019 et en 2020, il y a eu une amélioration Cela montre que les départements de la société ont fait preuve d’innovation dans ses activités d’affaires.

Analyse de la situation concurrentielle actuelle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

2.2.1 Situation actuelle des concurrents directs de la société Viet Thanh

According to a survey conducted on direct competitors in the northern market, the company has identified its most significant competitor as Sakaeru Vietnam, a limited liability import-export and synthetic trade company The survey revealed that 60% of employees at Viet Thanh prefer this competitor.

According to an interview with Mr Nguyen Minh Hien, the Sales Director of Viet Thanh, the current market is highly competitive, featuring numerous rivals such as the limited liability company specializing in import, export, and synthetic commerce.

Sakaeru Vietnam, a limited liability company specializing in international trade and transportation, competes directly with Maryland, a limited liability company focused on delivery and commerce, as well as Vinavico The company has recognized Sakaeru Vietnam as its primary competitor in the import, export, and synthetic trade sectors.

La société à responsabilité limitée d’import et d’export et de commerce synthétique

La société à responsabilité limitée de commerce et transports internationaux

- La qualité des ressources humaines est évaluée avec beaucoup d’expérience

- Les activités de publicité et de promotion des ventes ne sont pas bonnes

La société à responsabilité limitée de livraison et de commerce

- Prix raisonnable choisi par les consommateurs

- La qualité des ressources humaines est appréciée avec beaucoup d’expérience

- Les installations techniques sont encore en retard

2.2.2 Élaboration des critères pour évaluer la compétitivité de la socié té Viet Thanh

According to an interview with Mr Nguyen Minh Hien, the Director of the company, a total of 10 competitiveness criteria were evaluated and included in the questionnaire, with the company's leaders selecting all 10 criteria as essential, as shown in the table below.

Qualité du produit : Afin de rester compétitif sur le marché, la qualité du produit est considérée

0.16 marketing comme la plus importante Par conséquent, pour choisir une entreprise fiable, les clients choisissent toujours la qualité du produit comme critère d’évaluation

Pricing strategy is a significant challenge for businesses entering the market, as they must navigate intense competition In such a fierce environment, pricing often takes precedence over other factors.

Lorsque des concurrents apparaissent, l’entreprise doit élaborer une stratégie de prix raisonnable

A distribution network can expand or contract based on the company's reach To earn customer loyalty, it is essential to establish an effective distribution channel system.

Advertising and sales promotion activities significantly impact customers, effectively attracting them through appealing programs designed to reach a broader audience.

The trend of choosing products from reputable brands signifies quality and prestige Consumers often feel more confident in their purchases when selecting well-known brands, as these products are associated with higher standards and reliability.

Critères de compétitivité des sources

Financial capacity is crucial for a company to achieve its objectives, as it ensures a stable source of capital To expand beyond participating in major bidding projects, strong financial resources are essential for further development.

Capacité de l’administrateur: affecte les cỏts de main-d’œuvre ainsi que les cỏts des produits

The quality of human resources significantly impacts the overall quality of a company's products A highly skilled workforce enhances the competitiveness of the business, leading to improved performance in the market.

Installations techniques: Une condition pour mener à bien la production et les affaires, créer des produits de qualité Des installations modernes contribueront à augmenter la productivité

Potentiel de recherche: les produits commerciaux peuvent être facilement copiés et imités, il est donc essentiel de créer constamment de nouveaux produits innovants dans les produits des clients

Tableau 2.3 Tableau évoquant l ’importance des compétitivités la société

(Source : formulaire d’entretien) 2.2.3 Compétitivité globale de la société Viet Thanh a) Compétitivité absolue

Graphique 2.3 Graphique illustrant les résultats de l ’enquête sur les points de classement des capacités concurrentielles

Critères Importance La société à responsabilité limitée de commerce d’import et d’export Viet Thanh

La société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam

La société à responsabilité limitée de commerce et transports internationaux MARYLAND

La société à responsabilité limitée de livraison et de commerce Vinavico

Le point important de la compétitivité

Le point import ant de la compé titivité Critères de compétiti vité marketing

Activités de publicité et de promotion des ventes

Critères de compétiti vité des sources

Tableau 2.4 Évaluation générale de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh en comparaison avec ses concurrents

(Source : formulaire d’enquête) b) Compétitivité relative

La compétitivité de la société Viet Thanh par rapport de la société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam est:

The competitiveness of Viet Thanh Company is 1.13 times greater than that of Sakaeru Vietnam, a limited liability import-export and synthetic trading company However, this close margin poses a risk of losing market share and customers to this competitor The figure of 1.13 indicates a precarious position, necessitating the development of strategies and policies to enhance competitiveness Additionally, the company still lags behind its competitors in terms of technical facilities.

Évaluation de l’influence des facteurs environnementaux sur la compétitivité

de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

2.3.1 Influence des facteurs de l’environnement macro a) Facteurs environnementaux économiques

By the end of 2020, Vietnam successfully achieved a "dual objective" of promoting socio-economic development while effectively managing and controlling the Covid-19 epidemic The country's economic growth rate for the entire year reflects this remarkable balance between health measures and economic progress.

2020 a atteint 2,91 %, le PIB mondial en 2020 a diminué de 4,2 % par rapport à 2019

The year 2020 was marked by unpredictable fluctuations due to high inflation in the early months, a significant decline in the supply of essential food products, and reduced consumer demand for fuel, leading to a notable drop in gasoline prices The ongoing epidemic continued to exert considerable pressure in the latter months of 2021, clearly impacting the Vietnamese economy in early 2022, as high prices for raw materials, fuel, and construction materials were influenced by global market trends Consequently, it is evident that the Covid-19 pandemic has had a profoundly negative effect on Vietnam's economic development.

Currently, the rising standard of living has led to an increasing demand for imported goods, as domestic products are unable to meet consumer needs This trend is accompanied by a wave of new construction projects Analyzing the economic environment reveals opportunities for companies to implement effective market development strategies for their products Additionally, political and legal factors play a crucial role in shaping these market dynamics.

The political and legal environment significantly impacts development opportunities and economic uncertainties In 2020, the sudden onset of the Covid-19 pandemic shook the entire world, compelling all countries, including Vietnam, to implement unprecedented legal measures.

Operating in the import and export sector, the ongoing epidemic has significantly impacted judicial procedures The regulations and shortcomings in import practices have dual effects on society, presenting both opportunities and challenges Therefore, company leaders must pay special attention to this area to implement the most effective and appropriate measures Additionally, environmental factors related to science and technology play a crucial role in navigating these complexities.

The role of science, technology, and innovation as essential tools in achieving sustainable development goals is crucial for driving economic growth.

The application of modern technologies in society enhances the management and expertise of both leaders and employees, while also improving service quality, reducing selling prices, and increasing the efficiency of business operations This ultimately boosts competitiveness against other companies.

Viet Thanh Company has struggled to implement modern technologies in its production lines, resulting in outdated machinery and equipment that have not been upgraded The company relies solely on technology for packaging, transportation, and management, while the majority of production processes remain manual This reliance on manual labor leads to significant delays in fulfilling multiple large orders simultaneously, highlighting the urgent need for technological advancements within the company.

In today's open economy, Vietnam is gradually integrating with other countries, which has heightened the consumption needs of its citizens This shift is prompting society to continuously enhance and develop its cultural practices.

The current Vietnamese culture aims to inherit traditional cultural values while embracing new, future-oriented ideals such as democracy, modernity, humanity, liberalism, and tolerance Significant investments and developments continue to enhance telecommunications and Internet infrastructure Communication activities have made substantial progress, providing multidimensional information and rich content that elevate intellectual standards, broaden knowledge, facilitate quick access to new insights about humanity, and improve overall quality of life and public awareness.

Vietnamese consumer purchasing habits significantly impact the Viet Thanh society As domestic products fail to meet the diverse needs of the population, the market has become segmented into various categories The most effective economic development strategy to enhance target profits for commercial investors involves importing goods to satisfy the entire population's demands.

To enhance product competitiveness, the company must implement specific product strategies, as the selection of commercial products relies on various factors, including regional market demand and customer preferences Therefore, when selling, the company should carefully analyze the cultural and topographical factors of each region.

2.3.2 Influence des facteurs de l’environnement du secteur a) Fournisseurs

Les matières premières de la société sont principalement le charbon, le pétrole, la pierre qui sont des produits que la société ne peut pas acheter à l’extérieur

The company sources its primary coal supplies from Indonesia, Russia, Australia, and South Africa As most raw materials are imported, timely import activities are essential for successful business operations Additionally, the company aims to be proactive in addressing any anomalies that may arise.

In 2020, the volatility in global markets led to a significant decline in the importation of goods from abroad, causing delays in delivery to customers This situation negatively impacted the company's reputation among its clientele.

Customers play a crucial role in determining a company's revenue and profits The clientele ranges from individual consumers to power plants and large corporations, each with diverse needs Additionally, the demands for product quality, service excellence, and overall standards are exceedingly high.

Conclusions sur la situation concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

3.1.1 Réalisations obtenues lors du processus de l’amélioration de la compétitivité de la société Viet Thanh

After nearly 11 years in the industry, the company has achieved significant successes Simultaneously, the high quality of its products is well-regarded, leading to a growing reputation for the business.

Furthermore, after successfully participating in a tender for a coal supply project for major national thermal power plants, the company's brand of products and services has gained greater recognition in the market This achievement has attracted more national and international clients in the import and export sector.

The company boasts a youthful workforce, with dedicated and passionate management holding relevant degrees This creates a dynamic and enthusiastic work environment.

Furthermore, the company's market share is increasingly expanding into provinces such as Binh Duong, Tra Vinh, Hai Duong, Bac Giang, and Quang Ninh Therefore, it is essential for the company to establish strong diplomatic relationships, enhancing its reputation in neighboring provinces like Hai Duong and Bac Giang.

In addition to its commercial achievements, the company has effectively implemented state regulations in its business operations It consistently adheres to tax payment regulations and complies with labor and business laws, ensuring full alignment with government requirements.

3.1.2 Limites de l’amélioration de la compétitivité de la société Viet Thanh

Outre ces réalisations abordées ci-dessus, il existe encore des limites à surmonter

The company has not clearly defined specific competitive measures To address this, it is essential for the organization to consider each situation carefully and anticipate potential incidents, enabling a comprehensive understanding and appropriate response.

The issue of price limitation is a significant concern due to poor management of entry factors The supply of raw materials is constrained by pricing, payment terms, quantity, quality, and limited sources available to the company These deficiencies will lead to increased labor costs and higher operating expenses for machinery, ultimately compromising the company's price advantage over its competitors.

The company has been established for 11 years, and its technical facilities are now outdated Each year, expenses for repairs, maintenance, and depreciation are significantly increasing This financial strain is causing substantial harm to the company.

3.1.3 Causes des limites dans le processus de l’amélioration de la compétitivité de la société Viet Thanh a) Causes subjectives

Les causes qui affectent directement la société sont les faiblesses au sein de la société Plus précisément en tant que:

Inefficient and uneconomical use of input resources leads to waste and unnecessary costs, including significant loss of raw materials, interest charges, outdated equipment, and cumbersome management processes This increase in expenses ultimately diminishes the competitiveness of the business.

Most of the company's machinery is outdated and obsolete, making it challenging to keep up with today's advanced equipment The company's financial potential remains limited, hindering its ability to invest in new, cutting-edge machines and technology.

When Vietnam officially joined the WTO, the market economy fostered fair competition and attracted numerous foreign investment companies, presenting an opportunity for businesses to enhance their technological innovation However, this also posed a significant challenge as the market increasingly featured competitors with substantial financial resources.

The rapid advancement of science and technology will lead to the emergence of numerous alternative products and services that are of lower quality and more affordable, posing challenges to production and business operations for companies.

Prévisions, orientation sur la capacité concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

3.2.1 Prévisions de l’environnement concurrentiel de la société dans le temps à venir

As the global market continues to expand and become more flexible, Vietnam's accession to the WTO has enabled its companies, particularly in the import-export sector, to undergo significant transformation With a growing population and improved living standards, there is an increasing demand for high-quality products among consumers in Vietnam This demand, coupled with rising consumer incomes and rapid urbanization, is driving growth in the sector Forecasts indicate that the purchasing power in the northern region is expected to increase by 20-25% per year, while the southern region may see an even higher growth rate of 30-40% annually.

Generally, raw material imports for production tend to increase at the beginning of the year and decline in the second half, while exports peak during the latter period However, the ongoing fourth wave of the Covid-19 pandemic has negatively impacted import and export activities, particularly in key production areas like Bac Giang, Bac Ninh, Hanoi, and Ho Chi Minh City As a result, companies must strive to enhance their competitiveness and adaptability to navigate challenges and proactively shift their business strategies to effectively seize opportunities in the new context.

Capturing new consumer trends and addressing the demand for improved living standards, particularly in major cities, presents a significant opportunity for Viet Thanh to enhance profitability through effective market development strategies.

3.2.2 Orientation des activités commerciales de la société Viet Thanh

Once the objective of becoming a leading import and export company in Vietnam is established, Viet Thanh must enhance its competitiveness to integrate effectively into the regional economy This involves ensuring product quality and improving its reputation To achieve this, the company should capitalize on opportunities, overcome challenges, and focus on resolving internal issues to strengthen its competitive advantage.

The company should persist in implementing market penetration and development strategies, particularly focusing on the Northern market to expand its market share Additionally, the company will continue to engage in and execute new projects in the imported coal supply sector, specifically targeting large coal processing companies to supply coal to thermal power plants.

Special attention should be given to the recruitment and training of a skilled workforce with relevant experience Additionally, there are ongoing plans to invest in and acquire more modern equipment to better serve the community.

The company should focus on product development while ensuring quality and service innovation through integration, competition, and cooperation By maintaining strong relationships with clients, traditional markets can be leveraged to foster customer growth and explore new markets, creating a stable source of goods Additionally, the company will prioritize enhancing product quality and gradually improving brand value.

Propositions des solutions pour améliorer la compétitivi té de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh

3.3.1 Développement d’une politique de prix raisonnable

In recent years, the company has struggled to achieve positive results in its business activities, largely due to inadequate management of expenditures, leading to high costs relative to generated revenues To enhance product competitiveness, it is essential to develop effective strategies for establishing reasonable pricing policies that cater to different customer segments.

The company should focus on reducing raw material costs by seeking additional suppliers to secure competitive pricing while ensuring consistent quality Collaborating with a wider range of suppliers will provide more options for sourcing raw materials.

To minimize inventory costs, the company should import goods based on customer orders to ensure that imported items are sold out, thereby reducing the amount of stock held Additionally, the company should implement efficient transportation planning to lower shipping expenses and other associated costs, particularly indirect costs such as transportation, warehousing, and handling fees.

The company should enhance its training activities to improve employee knowledge, management skills, and organizational structure, enabling staff to perform at their best Additionally, increasing work productivity can be achieved through measures such as upgrading technical machinery and recruiting, training, and developing employees to better adapt to their roles, thereby boosting overall work efficiency Furthermore, improving production effectiveness and business operations while reducing output costs will significantly enhance the company's competitiveness.

3.3.2 Achèvement de la structure des infrastructures physiques et techniques

The continuous advancement of technology plays a crucial role in enhancing the technical facilities of society, with several factors to consider Scientific and technical progress drives socio-economic development, making technological innovation an essential element that governs the existence and growth of society.

The costs associated with waterways are significantly lower than those of road transport Therefore, companies should enhance the maintenance and upkeep of their equipment and timely replace spare parts for vessels to ensure they can select the most suitable shipping method.

The company should invest in modern machinery and equipment that aligns with its financial capacity, focusing on short amortization periods and low maintenance costs to quickly stabilize production and enhance efficiency Given the company's modest financial resources, options such as deferred payments, installment plans, or extended payment periods for purchasing technology and equipment are viable Additionally, while the company currently utilizes a significant number of trucks for material transport, it should consider expanding its fleet by investing in container trucks and tankers to reduce transportation costs and effectively handle bulk goods.

Promoting equipment maintenance and the timely replacement of spare parts is essential for ensuring longevity, reducing energy losses during operation, and maintaining quality performance This approach minimizes production interruptions and prevents a decline in product quality Additionally, since waterway transport costs are significantly lower than road transport costs, companies should prioritize timely inspections of vessels to select the most suitable transportation mode.

The company should focus on the active deployment of IT applications while enhancing the software content of its website This includes creating multiple versions in various languages, such as English, French, and Chinese, to ensure international customers can easily access and select the company's products Additionally, improving internet efficiency for production and business activities is essential Regularly researching online market and customer needs will enable the company to quickly implement appropriate policies and effectively promote its brand.

Outdated machinery and equipment significantly impact the quality of finished products, leading to production interruptions and labor losses, which ultimately affect both the quality and volume of consumed goods Therefore, investing in the modernization of machines and equipment is essential and urgent for companies to enhance quality, scale operations, and increase production capacity in the current landscape.

During my internship and research at Viet Thanh Import-Export Limited Liability Company, I observed that businesses in a market economy face numerous challenges due to increasingly fierce competition, especially in the current epidemic situation To survive and thrive in this competitive market, Viet Thanh must enhance its high-quality management system Additionally, the company should focus more on activities that improve its competitiveness, which is crucial for effectively competing with other market players.

During my research at Viet Thanh Import and Export Limited Liability Company, I gained valuable practical

I have successfully completed my thesis on the topic: "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company." I would like to extend my heartfelt gratitude to Ms Nguyen Thi My Nguyet and Ms Le Thuy Duong for their invaluable advice and enthusiastic support throughout the writing process Additionally, I sincerely thank the board of directors, management, and all employees of Viet Thanh Import and Export Limited Liability Company for their assistance, which enabled me to conduct this study effectively.

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DE LA SOCIÉTÉ VIET THANH

My name is Dao Huyen Trang from class K54Q1 I am conducting research for my thesis titled "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company." Please take a moment to answer the following questions All information gathered will be used solely for research purposes Your assistance will greatly contribute to the success of this study.

7 Date de remplissage du formulaire:

Sur la compétitivité de la société Viet Thanh, veuillez fournir les informations suivantes:

1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de la société Viet Thanh (note sur une échelle de 100, note totale de tous les facteurs égale à

9 Activités de publicité et de promotion des ventes

In evaluating the competitive landscape for Viet Thanh, several key players emerge as significant rivals Notably, Sakaeru Vietnam, a limited liability company specializing in import, export, and trade, stands out Additionally, Hoa Phat, a joint-stock transportation company, poses a strong competitive threat Furthermore, MARYLAND, a limited liability company focused on international trade and transportation, and Vinavico, a limited liability delivery and commerce firm, also represent notable competition.

3 Pourriez-vous donner une évaluation de la capacité concurrentielle actuelle de la société Viet Thanh?

Facteurs Bon Plutôt Moyen Faible

4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - de la société …………

5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – de la société ………… ?

6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – de la société ………… ?

My name is Dao Huyen Trang, a student in class K54Q1 I am conducting research for my thesis titled "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company." I kindly ask you to take a moment to answer some of the following questions Please rest assured that all information collected will be used solely for research purposes Your assistance is greatly appreciated and will significantly contribute to the success of this study.

7 Date de remplissage du formulaire:

As a valued client of Viet Thanh Import and Export Limited Liability Company, you are likely familiar with the company's competitive landscape To enhance our understanding, please provide the following information:

1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de la société Viet Thanh (note sur une échelle de 100, note totale de tous les facteurs égale à

In evaluating the competitive landscape for Viet Thanh, several key players emerge as potential primary competitors Notably, Sakaeru Vietnam, a limited liability company specializing in import, export, and trade, presents significant competition Additionally, Hoa Phat Transportation Joint Stock Company and MARYLAND, a limited liability company focused on international trade and transport, also pose competitive challenges Lastly, Vinavico, a limited liability company engaged in delivery and commerce, is another contender in this competitive arena.

3 Pourriez-vous s’il vous plaợt donner une ộvaluation de la capacitộ concurrentielle actuelle de la société ?

4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - la société

5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société

6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société

LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT ET

Hello ladies and gentlemen, my name is Dao Huyen Trang, a student from K54Q1 at the Faculty of Business Administration (French for Business) at Thuong Mai University I am currently conducting research for my thesis on "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company." I would appreciate your time in selecting the criteria for evaluating business competitiveness and understanding the significance of these criteria Please note that the responses provided will be used solely for research and statistical purposes, and we will strictly maintain the confidentiality of personal and commercial information.

Please rate the importance of the selection criteria for business competitiveness on a scale of 1 to 100, ensuring that the total score for all criteria equals 100 points.

Facteurs Option Pas le choix Poids

RÉSULTATS DE L’ENQUÊTE A1 RÉSULTATS DE L’ENQUÊTEDE RÉALISÉE AU PRÈS DES EMPLOYÉS

DE LA SOCIÉTÉ VIET THANH

1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de l’entreprise (note sur une échelle de 100, note totale de tous les facteurs égale à 100) ?

9 Activités de publicité et de promotion des ventes 80

In evaluating the competitive landscape, the primary competitors of the company include Sakaeru Vietnam, which received a score of 6/10, indicating a notable presence in the import, export, and synthetic trade sector Other competitors include Hoa Phat Transport Joint Stock Company, scoring 0/10, and MARYLAND International Trade and Transport Limited Liability Company, with a score of 2/10 Additionally, Vinavico Delivery and Trade Limited Liability Company also scored 2/10, highlighting its role in the market.

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4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - la société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam

5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de commerce et transports internationaux MARYLAND ?

6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de livraison et de commerce Vinavico ?

A2 RÉSULTATS DE L’ENQUÊTE AUPRÈS DES CLIENTS DE LA SOCIÉTÉ VIET THANH

1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de l’entreprise (note sur une échelle de 100, note totale de tous les facteurs égale à 100) ?

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When evaluating the competitors of Viet Thanh, several companies emerge as potential rivals Sakaeru Vietnam stands out as the primary competitor, receiving a score of 4 out of 10 Other contenders include Hoa Phat Transport Joint Stock Company, MARYLAND International Trade and Transport Limited Company, and Vinavico Delivery and Commerce Limited Company, each scoring 2 out of 10.

4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - la société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam

5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de commerce et transports internationaux MARYLAND ?

6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de livraison et de commerce Vinavico ?

Tiêu đề	Amélioration De La Compétitivité De La Société À Responsabilité Limitée De Commerce D’Import Et D’Export Viet Thanh
Tác giả	Dao Huyen Trang
Người hướng dẫn	Mme. Nguyen Thi My Nguyet, Mme. Le Thuy Duong
Trường học	Université Thuong Mai
Chuyên ngành	Français Commercial
Thể loại	Mémoire De Fin D’Études Universitaires
Năm xuất bản	2021
Thành phố	Hanọ

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Số trang	72
Dung lượng	1,17 MB