Choix du sujet de la recherche
In today's rapidly changing and unpredictable business environment, both domestic and foreign companies face significant challenges that directly impact their operations This dynamic landscape acts as a double-edged sword, posing risks for businesses lacking a clear commercial strategy To thrive, organizations must swiftly and accurately identify and anticipate market trends.
Mobifone Mondiale, a leading telecommunications company, is widely recognized and trusted by its customers To regain market share, the company must implement a robust market expansion strategy However, challenges such as defining short-term objectives, developing effective marketing and human resource policies, and allocating resources for the market extension strategy remain significant obstacles.
Conscient de l'importance du travail de mettre en œuvre la stratégie d’extension de marché et découle de la situation actuelle de la société que j'ai proposé le sujet
"Enhancing the implementation of the market expansion strategy for Mobifone Global Joint Stock Company is crucial for the effective execution of its growth initiatives."
Situation générale de la recherche en rapport avec le sujet
2.1 Situation de la recherche à l’étranger
Dans le monde, la recherche sur la stratégie en général et la stratégie d'extension de marché étant très diverse, on peut citer certaines études suivantes:
In his 2006 work "Corporate Strategy," Richard Lynch examines key elements of the business environment, focusing on the analysis of resources, processes, and activities essential for the effective implementation of strategies and tools that facilitate strategic execution.
Philip Kotler, Marketing Management, ce livre démontre l’importance des activités de marketing Les entreprises gagnantes sont aujourd’hui des entreprises qui satisfont pleinement et véritablement leurs clients.
Charles W.L.Hill& Gareth R.Jones, Strategic Management: An Integrate
The article highlights a significant work that showcases the achievements, management practices, strategic planning, technology, and business ethics of 30 companies worldwide through a blend of theory and practical application.
Additionally, several foreign-authored textbooks have been translated into Vietnamese, including "Blue Ocean Strategy" by W Chan Kim and R Mauborgne (2005) Notably, David A Aaker's book "Deploying the Business Strategy" provides a comprehensive and in-depth discussion on the implementation of business strategies.
2.2 Situation de la recherche au Vietnam
Grâce aux recherches sur la bibliothèque et aux sources de données sur Internet, il existe des études sur ce sujet, telles que:
The book "Strategic Management" (2015) by Professors NGUYEN Hoang Long and NGUYEN Hoang Viet from Thuongmai University provides essential insights into strategic management It covers fundamental concepts such as strategic planning, strategy implementation, and strategic control, making it a valuable resource for understanding the intricacies of effective management practices.
"The Strategic Management" (2012) by Prof NGO Kim Thanh from the National University of Economics systematically consolidates essential knowledge in strategic management, offering students a clearer understanding and practical application of the concepts.
There are several theses related to market expansion strategies, including "Improving the Market Expansion Strategy of the Limited Liability Company for Technological Infrastructure Development" by student Le Nhat Linh (K49A) and "Enhancing the Implementation of the Market Expansion Strategy of Tecapro Joint Stock Company for Information and Communication Technologies" by student Nguyen Thi Lan (K8CQ1A).
In summary, numerous studies have explored market development strategies for businesses; however, there has been no research conducted on market expansion strategies specifically within the global technology corporation Mobifone.
Objectifs de la recherche
Le sujet de la recherche visent 3 objectifs:
This article focuses on synthesizing the theoretical foundations and implementing the market expansion strategy of the company, including key concepts, characteristics, content, and the strategic deployment process It evaluates the execution of the company's market expansion strategy through the global technology actions of Mobifone, while also analyzing the successes and limitations encountered during the deployment of this strategy.
Proposer des solutions juridiques pour aider Mobifone Mondiale à résoudre les problèmes existants, à améliorer l'efficacité du processus de mise en œuvre des stratégies d'extension de marché.
Cadre de la recherche
Dans ce mémoire, j’étudie la situation de la mise en œuvre de la stratégie d’extension de marché à la société par action de Technologie Mobifone mondiale:
Sujets de la recherche: Stratégie d’extension de marché des entreprises Cadre spatial :
- Produits: services liés aux télécommunications
- Marché cible : Marché de Nord-Ouest ( Viet Nam)Cadre temporel : Les données collectées sont les données de 2016 à ce jour et les solutions du sujet pour la vision 2020 à 2025.
Méthodologie de la recherche
5.1 Méthodes de collecte des données 5.1.1 Méthode de collecte de données primaires
Primary data refers to information that is not readily available or cannot adequately address multiple-choice research questions To gather this data, it is essential to conduct statistical surveys tailored to the research inquiries In this case, the author utilized direct interviews and multiple-choice questionnaires to collect the necessary primary data.
The direct interview method is utilized alongside survey techniques involving questionnaires This approach aims to clarify and enhance the implementation of a company's business strategy through direct engagements.
Based on the necessary information for the study, we prepare a pre-interview questionnaire covering the relevant topics We then meet with the interviewees at the scheduled time for face-to-face interviews The interviewee is Mr Vu Phi Long, the General Director of Mobifone Global Technology Joint Stock Company This direct approach involves personal interaction and discussion The interview was conducted on March 16, 2019, and a sample of the interview questionnaire is included in Appendix 2.
Méthodes d'enquête au moyen de questionnaires à choix multiples:
The survey method utilizing questionnaires is employed to gather and synthesize feedback from both management and employees at Mobifone Global Technology Corporation This approach aims to assess the current implementation of the company's business strategy while also identifying external environmental challenges, as well as the overall strengths and weaknesses of the organization.
To design and conduct a survey, a questionnaire with 11 questions was created The survey received a total of 15 votes, with 10 validated responses collected The participants were employees from the company, representing various levels and job types The survey was conducted over a two-day period, from March 16 to March 17, 2019, and the questionnaire form is attached as Annex 1.
5.1.2 Méthode de collecte de données secondaires
Les données secondaires sont des données disponibles, collectées à partir de sources internes et externes à l'entreprise.
The types of data collected include information from internal company sources, books, corporate reports, the company's website, and various channels such as scientific journals, the internet, and research papers on relevant topics.
In this section, we explore data analysis methods that leverage both primary and secondary data to investigate and analyze issues related to the implementation policies of business strategies.
Méthodes quantitatives: nous utilisons Word, synthétiser les informations du questionnaire collecté et utilisons Excel pour modéliser les données primaires en niveaux de graphique.
Structure du mémoire
En plus de l'introduction, la conclusion et l'annexe Ce mémoire se compose de trois chapitres
Chapitre 1 : Théorie fondamentale de la mise en œuvre de la stratégie d’extension de marché des entreprises.
Chapitre 2 : Analyse et évaluation de l’état de la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone Mondiale
Chapitre 3 : Propositions et recommandations pour améliorer la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone mondiale
THÉORIE FONDAMENTALE DE LA MISE EN ŒUVRE
Définitions des concepts
In its conventional sense, the term "strategy," derived from the Greek word "strategos," refers to a military concept that involves the organization and deployment of forces to defeat an enemy Notably, 19th-century military theorist Carl von Clausewitz defined strategy as the process of planning warfare and orchestrating combat operations.
Currently, there are numerous definitions of strategy, primarily due to the varying perspectives on organizations and the distinct approaches to organizational strategy.
Selon Bruce Henderson, stratège et fondateur du groupe de conseil Boston
In 1934, it was stated that "strategy is a meticulous search for an action plan aimed at developing and combining the organization's competitive advantage The distinctions between you and your competitors form the foundation of your advantage."
According to Alfred Chandler (1972), strategy involves identifying the long-term goals and fundamental objectives of an organization, followed by selecting the appropriate actions and resource allocation methods to achieve these aims.
According to G Johnson and K Scholes (2011), strategy involves setting long-term foundational goals for a business, selecting appropriate actions or measures, and allocating the necessary resources to achieve these objectives.
Selon William J’.Gluech (1908): “La stratégie est un plan complet et coordonné, conỗu pour garantir la mise en œuvre des objectifs fondamentaux de l'entreprise”[10]
From a strategic perspective, strategy can be defined as the process of identifying the overarching goals of a business, enabling companies to establish and cultivate significant competitive advantages that cater to customers with values distinct from those of their competitors.
Market extension strategy involves offering existing products and services in new market sectors to increase a company's market share This strategy is particularly suitable in scenarios where there is potential for growth in untapped markets.
Lorsque les entreprises disposent de nouveaux canaux de distribution fiables, pas ruineux et de grande qualité.
Lorsque les entreprises réussissent très bien sur le marché traditionnel avec les activités des affaires
Lorsque les nouveaux marchés sont inexploités et non saturés
Lorsque les entreprises disposent des ressources, des équipements et de la main- d'œuvre nécessaires pour gérer des activités commerciales étendues.
Lorsque les entreprises sont libres
Lorsque l'activité de base de l'entreprise se développe rapidement à l'échelle mondiale
The nature of market development strategy is an integral part of the company's overall business strategy It serves as one of the key corporate strategies that directs functional units and departments in achieving their specific objectives.
1.1.3 Mise en œuvre de la stratégie
La mise en œuvre est le processus consistant à transformer la stratégie en actions concrètes et à s'assurer que ces tâches sont exécutées de manière à atteindre tous les objectifs des entreprises.
The implementation of a strategy encompasses all actions and decisions required to put the strategy into effect It is essential to execute the actions derived from the selected strategic directions.
Contenue théorique
1.2.1 Facteurs affectants la mise en œuvre de la stratégie d’extension de marché
The analysis is conducted using McKinsey's 7S framework, which helps identify the key factors influencing strategy implementation Effective strategy execution relies not only on focusing on these seven elements but also on understanding their systemic impact.
(Source : McKinsey, Manuel de gestion stratégique)
C'est le contenu des éléments du modèle 7S MCKinsey [6, p284] :
Stratégie: Le plan aide à préserver et à créer des avantages concurrentiels par rapport aux concurrents.
Structure: Montrer le mode d'organisation de la société et le système de reporting inter-niveaux
Systèmes: Le système comprend des activités quotidiennes ainsi que des processus pour chaque employé impliqué dans la tâche.
Valeurs partagées: Peut-être appelé “objectifs anormals” telle que valeurs fondamentales de la société et éthique de travail commune
Style: Quel est le style de la classe de leadership? Équipes: comprend les employés et leurs capacités
Savoir-faire: Les compétences réelles et compétences des employés
1.2.2 Théorie du marché et structure du marché
Le marché est un environnement qui permet aux acheteurs et aux vendeurs d’échanger ou d’échanger des biens, des services et des informations.
Markets are defined as venues where various types of transactions take place, primarily involving two key components: buyers and sellers These participants engage in the exchange of goods, services, and information.
Initially, the market served as a meeting point for buyers and sellers, supported by a network like the Internet, and has since evolved into the largest and most liquid marketplace.
Selon la microéconomie, les économistes se basent sur le niveau de concurrence ou de monopole et sont répartis dans les structures suivantes:
The perfect competition market is characterized by a large number of manufacturers, suppliers, and a diverse array of products, both in terms of technical features and services In this market structure, each seller accounts for only a tiny fraction of the total industry supply, ensuring that no single entity can influence product prices.
A monopoly market is characterized by the presence of a single supplier that offers a unique product or service In this market structure, the supplier produces one specific type of product, with no available substitutes or alternative goods that can replace it.
In a competitive monopoly market, multiple suppliers offer distinct products that vary significantly from one another These variations can be tangible, such as differences in style, color, and durability, or intangible, including factors like location, vendor pride, and customer-friendliness.
A collective monopoly market consists of multiple suppliers who collectively hold a majority or total market share In this market structure, the overall supply of goods and services is primarily determined by a few monopolistic entities Consequently, when one company alters its supply, it significantly influences the total market supply.
Délimitation de contenu de la recherche
Le modèle de mise en œuvre de la stratégie d'extension du marché des entreprises est le suivant:
Figure 1.2 Modèle de la recherche
( Source : l'auteur synthétique) 1.3.2 Contenu de la recherche
1.3.2.1 Identification de la mise en œuvre de la stratégie d'extension du marché
L’identification de la stratégie d'extension du marché mise en œuvre par la société inclut les critères suivants:
Strategic objectives are essential for business managers as they define the direction in which the company aims to grow It is crucial to outline priority objectives, develop a clear vision, mission, values, strategies, and specific goals Consider where you envision your business in the next five to ten years, what areas you want to focus on, and what competitive advantages you wish to establish over market rivals This foundational step is vital for creating a comprehensive plan and driving meaningful change within the organization.
Le marché comprend des clients qui ont les mêmes besoins ou désirs que les entreprises peuvent répondre, et leurs activités de marketing peuvent créer des
Identifier la stratégie d'extension du marché que l'entreprise planifie actuellement
Gestion des objectifs à court terme dans la mise en œuvre des stratégies d'extension du marché
Parachever des politiques de marketing et de la ressource humaine pour la mise en œuvre de la stratégie d'extension du marché
Resource allocation is crucial for implementing a market expansion strategy, offering advantages over competitors and helping businesses achieve their selected objectives This target market may involve deepening engagement in the current market or exploring new markets for growth opportunities.
En réalité, pour bien définir le marché cible de l’entreprise, il faut:
Analyser la base de clients actuelle
Choisir des données démographiques spécifiques à cibler
The target customers outlined in this document include both potential and existing clients who demonstrate a demand for the products offered by the company These customers must not only have an interest in the products but also possess the financial capability to purchase them.
Identifying the characteristics of target customers is essential for businesses, focusing on psychological parameters, needs, and demands to help them find effective solutions for nurturing and growing their client base Additionally, companies must recognize their competitors, which requires insight and a comprehensive understanding of potential threats Often, the real competition that can jeopardize a business does not come from expected sources Therefore, businesses should adhere to a fundamental principle: a competitor is any company vying for the same customers This includes considering businesses that offer substitute products or services.
Product positioning in the market involves establishing a desirable place for a product in the consumer's mind, ensuring that it is consistently associated with specific attributes Companies should aim to differentiate their products, become low-cost leaders, or own a niche market to effectively capture consumer attention and loyalty.
The positioning process involves three key steps Step 1 is the situation analysis, which includes assessing customer characteristics, competitor strategies, and identifying the strengths, weaknesses, and objectives of the business Step 2 focuses on identifying competitors and creating positioning diagrams; after gathering comprehensive information, companies should develop a positioning map based on competitive advantages and application conditions to clarify their market position Finally, Step 3 entails selecting a positioning strategy; by analyzing the situation and recognizing competitive advantages, businesses can choose one or more distinct positioning strategies for their brands.
1.3.2.2 Définition des objectifs à court terme
Short-term goals are essential for achieving long-term objectives, as they provide a structured approach to success Effective development and implementation of short-term goals ensure that long-term aspirations can be realized These goals should be measurable, reasonable, specific, and time-bound, allowing for clear breakdown and definition of each objective.
Internal agreement on objectives is essential to ensure effective communication across all departments, fostering a unified motivation throughout the organization Short-term goals are typically articulated through specific indicators, including growth, market share, profitability, revenue, technology advancements, and the introduction of new products.
La mise en place d'un système d'objectifs annuels à court terme est très importante et nécessaire en raison de la mise en œuvre stratégique, car:
Il crée la base et les conditions de la répartition des ressources clés: financières, physiques, humaines et techniques.
Il crée un mécanisme de fonctionnement et évaluez les performances des administrateurs.
Il est principaux outils pour contrôler, ajuster les progrès et mettre en œuvre les objectifs stratégiques à long terme.
Il est la base d’identification des problèmes prioritaires importants doit être axée avant tout
1.3.2.3 Élaboration des politiques pour la mise en œuvre de la stratégie d’extension de marché
Marketing policy is crucial in executing a company's market expansion strategy By employing rational market segmentation and selected strategies, businesses can effectively implement a mix of marketing program variables, including product development, pricing, distribution channel selection, and appropriate trade promotion initiatives.
L' allocation des ressources humaines lors de la mise en œuvre des stratégies d'entreprise doit être conforme à la politique générale du personnel des entreprises Les points suivants doivent être notés:
Des politiques de recrutement, de formation et de formation du personnel conformes aux objectifs stratégiques.
There are non-financial treatment policies that include aligning performance and compensation with strategy implementation, unified compensation structures, resolving internal conflicts, and fostering a cultural environment supported by human resources to enhance strategic objectives.
As always, the implementation of a new strategy is heavily influenced by market dynamics and competition Therefore, timely decisions regarding salary increases, promotions for the right individuals, and at the appropriate moments will serve as crucial catalysts that significantly impact the successful execution of the strategy.
1.3.2.4 Allocation des ressources pour la mise en œuvre de la stratégie d’extension de marché
Implementing a strategy requires adjustments in resource utilization, making resource allocation a crucial factor in successful strategy execution.
Human resource allocation is the process of redistributing resources throughout the life cycle and development of a business A reasonable allocation of resources is essential for the effective implementation of strategic objectives Resource evaluation occurs during the analysis and assessment of the company's situation, ensuring that the organization has the necessary resources to successfully execute the proposed strategies.
To effectively achieve our goals, it is essential to regularly analyze and assess both the quantity and quality of each resource In particular, focusing on specialized human resources and the commitment of employees to task completion is crucial.
Resource allocation is crucial for achieving strategic objectives, and managers must ensure that adequate resources are available A common mistake is providing resources that do not align with specific strategies, which can hinder organizational success.
Présentation générale de la société par action de technologie Mobifone mondiale
2.1.1 Histoire et générale de la société par action de technologie Mobifone mondiale
Mobifone Global Technology Joint Stock Company, a subsidiary of Mobifone Telecommunications Corporation, specializes in providing technological solutions and digital content services in the Vietnamese market, catering to the information needs of the Vietnamese community abroad.
- Nom de l’entreprise : La société par action de technologie Mobifone mondiale
- Nom de transaction en anglais:
MobiFone Global and Technology JSC
- Site web : http://mobifoneglobal.net/
- Siège social : 105, rue Lang Ha, Dong
- Capital : le capital total selon le certificat d'enregistrement d'entreprise est de 100 000
000 000 VND (cent milliards de dongs vietnamiens), équivalent à 10 000 000 d'actions d'une valeur nominale de 10 000 VND / action
- Directeur générale :M Vu Phi Long
Mobifone Global Technology Joint Stock Company, formerly known as Mobifone International Investment Joint Stock Company, was established under a decision by the Hanoi Department of Planning and Investment, with business registration certificate No 0102577251, which was first modified from 010321466 on December 24, 2007, and underwent its fourth amendment on May 8, 2014 Additionally, Mobifone Global has expanded its presence internationally by establishing subsidiaries in the United States, Singapore, Hong Kong, the Czech Republic, and Myanmar since 2012.
2.1.2 Fonctions et tâches de l'entreprise
Fonctions : o Fournir des services de télécommunication, services de contenu o Fournir des solutions technologiques avancées sur les marchés nationaux et étrangers
The company is committed to delivering maximum value to shareholders while continuously enhancing the material and spiritual well-being of its employees It adheres to professional regulations in accordance with Vietnamese law, including statistics, corporate law, and accounting law, while fulfilling all state budget obligations Additionally, the company implements its internal rules to ensure compliance and operational excellence.
La société par action de technologie Mobifone mondiale a une structure organisationnelle suivante :
Figure 2.1 Structure organisationnelle de la scoiété par action de technologie
Groupe de gestion de projet - Développement
Centre de service du taxe sur la valeur ajoutée
Ho ChiMinh -VilleDirectoire
Figure 2.1 clearly illustrates the organizational structure of Mobifone Global, outlining the various departments and their respective functions This depiction highlights that Mobifone Global has a robust framework, which is a fundamental principle for business development.
The company's primary activities focus on delivering information technology services, which include multimedia communication services, internal information management, telecommunications services, telecommunications application services, cable telecommunications activities, and other related operations as outlined in the registration certificate.
Le marché de consommation : marchés nationaux et étrangers
2.1.5 Résultats d’exploitation de la société Tableau 2.1 :Résultats d’exploitation de la Société par action de technologie
The company's net revenue experienced a significant decline in 2016, dropping nearly 16 billion VND, which represents a decrease of 25.33% However, in 2017, the situation improved as the net revenue rose to 56.44 billion VND, reflecting an increase of 20.35% This disparity can be attributed to the falling raw material prices in 2016, while the company did not lower its selling prices as much as its competitors in the same industry.
After-tax profits have seen significant fluctuations over the years In 2015, profits peaked at 5.1 trillion VND, driven by low management costs and high revenues However, in 2016, profits fell to 3.8 trillion VND, a decline of 1.29 trillion VND or 25.22% By 2017, the company made notable improvements, resulting in an after-tax profit of 4.6 trillion VND, marking an increase of 844 million VND or 21.91%.
Analyse et évaluation de l’état réel de la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone mondiale
2.2.1.1 Facteurs externes a L’influence des facteurs macro-environnement
In 2018, the Vietnamese economy thrived across production, supply, and demand sectors, achieving significant development The economic growth rate reached 7.08% compared to 2017, marking the highest increase in recent years.
In 2018, the overall economy experienced significant growth, with the industrial and construction sectors increasing by 8.85%, contributing 48.6% to the economy, while the services sector grew by 7.03%, accounting for 42.7% Regarding GDP utilization, final consumption rose by 7.17% compared to 2017, asset accumulation increased by 8.22%, and exports of goods and services surged by 14.27%, alongside a 12.81% rise in imports of goods and services.
The telecommunications service industry is rapidly growing, playing a significant role in the economic development of the country This growth creates a favorable environment for Mobifone Global Technology Corporation to expand its presence in the market.
In 2018, despite the saturation of the telecommunications market, most national telecom companies continued to experience stable growth, achieving profit increases exceeding 20%.
At the beginning of 2019, the telecommunications sector found itself poised for significant growth due to the opportunities presented by the Fourth Industrial Revolution, also known as Industry 4.0 However, this growth is accompanied by numerous challenges that compel companies to continuously innovate and develop new strategies to adapt to the rapid technological changes characteristic of this new era.
The nature of the Fourth Industrial Revolution technology represents an unprecedented advancement in platforms related to the Internet, including cloud computing, the Internet of Things, artificial intelligence, and big data With the pervasive influence of this technological revolution, the pace of technology development is accelerating rapidly Consequently, the telecommunications sector must adopt a proactive approach, fostering innovation and advancing technology to catch up and effectively leverage the tremendous opportunities presented by this revolution.
The socio-cultural environment in Vietnam is characterized by a significant population, with over 93 million residents as of 2016, according to the General Statistics Office Hanoi, the capital, is home to more than 7 million people As urbanization accelerates and awareness of modern services increases, the demand for telecommunications services remains a vital necessity for the population.
In today's world, communication extends beyond face-to-face interactions, with individuals utilizing technology to connect for over 18 hours each day Despite this, there are still numerous technological facilities available for accessing external environments Consequently, this creates a significant demand for businesses to respond swiftly to customer needs.
Cependant, il y aura une concurrence féroce entre les fournisseurs. b L’influence des facteurs environnementaux de l'industrie
Mobifone Global, a technology joint-stock company, primarily serves telecommunications networks, businesses, and banks like MSB, Vietinbank, and BIDV Its main clients are large enterprises seeking technological solutions to enhance their operational efficiency and save time for their customers.
All businesses need to sell their products and increase profits to thrive To consistently grow market share, companies face the ongoing challenge of market expansion Even if a company maintains its current market share, lacking a strategic plan for market development can lead to significant challenges in today’s competitive landscape, as seen with major players like VNPT, Viettel, FPT, and CMC.
Par conséquent, la mise en œuvre de la stratégie d'extension de marché est essentiel au développement de la société par action de technologie Mobifone mondiale
Mobifone Global Technology Corporation has established a distribution system primarily in Vietnam's two largest cities, Hanoi and Ho Chi Minh City While the company's products are available in various provinces across the country, their distribution is limited to areas where the hydrographic basin of three regions complicates customer tracking and the management of branches in other provinces.
Human resources play a crucial role in effectively implementing market expansion strategies, and company leaders are acutely aware of this importance As a result, they have made significant efforts to enhance both the quality and quantity of their human resources.
Tableau 2.2: Qualité des ressources humaines de la société par action de technologie Mobifone en 2018
N 0 Niveaud’étude Nombre de salariés Taux (%)
( Source : Département des ressources humaines )
A key element in the company's product development strategy is its strong financial resources, which enable it to proactively address and fulfill the needs associated with implementing various strategies, particularly in product development.
In addition to funding, technology plays a crucial role in product creation and development High-quality technology enables the production of superior products with exceptional features, meeting consumer demand at reasonable prices Therefore, companies consistently prioritize technological factors, focusing on modern management processes and equipment, which are essential for investment decisions.
2.2.2 Analyse et évaluation de l’état réel de la mise en œuvre de la stratégie d’extension de marché
2.2.2.1 État d’identification de la mise en œuvre de la stratégie d’extension de marché a Objectifs de la stratégie d'extension de marché À travers l'entretien avec M Vu Phi Long, directeur général de la société par action de technologie Mobifone mondiale, les objectifs de la stratégie d'extension de marché pour les trois prochaines années (2019-2021) est de devenir la plus grande entreprise de services de télécommunication au Vietnam, une exploitation saine, une croissance durable et la construction, constituer une équipe de professionnels et intelligents, toujours actifs et créatifs dans la production et les activités commerciales.
L'objectif de chiffre d'affaires pour les trois prochaines années passera à 93,5 milliards de VND, maintenant la marge bénéficiaire de 18-25% et la part de marché de la société augmentant à 17% b Marché cible
Conclusion de l’état de la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone Mondiale
Analyzing primary and secondary data on the implementation of the company's business strategy since 2016 reveals that the company has established a foundational implementation process and is actively taking steps within this framework Significant interest and investments are gradually contributing to achieving the goal of increasing market share based on research findings Notably, strong development stages include:
From 2017 to 2018, the company's sales increased from 46 billion to nearly 56 billion VND, showcasing a strong brand presence and reputation that has fostered trust among partners and customers.
Although Mobifone Global Technology Corporation is primarily a sensory identifier, it has clearly defined its industry and business units in the market The company regularly analyzes and evaluates market conditions to assess its relative market share, understand its market prospects, and swiftly adjust its strategies to align with market demands.
État d’établissement des objectifs à court terme
The company's management should announce its annual objectives with specific figures In 2019, the goal is to increase market share to 16.2%, up from the current 12.7% After three years, this target will allow for comparison with other national and international competitors Experts believe this objective aligns well with the company's current situation and showcases its ability to set ambitious goals.
The marketing policy development is crucial for businesses, with product policy being a primary focus as it serves as a tool for creating competitive advantages This policy has led to significant success for Mobifone Global Technology Company, particularly in terms of quality and variety, earning high customer appreciation As a result, the company has solidified its reputation and continues to attract increasing interest from its clientele.
The company implements a flexible and diverse pricing strategy, planning to adjust prices upward or downward as needed while engaging in transactions with customers to attract a larger clientele.
En outre, la société associée à la politique de prix unifiée, l’aide à pénétrer, à maintenir et à développer son marché
The company is actively expanding its distribution policy by opening more branches and offices across the provinces, aiming to increase its market share and enhance customer service.
The company effectively leverages direct marketing tools and a dedicated sales force while advertising in magazines and online It flexibly implements various policies and promotions and actively participates in charitable work.
État d'élaboration des politiques humaines
La société applique une politique d'allocation des ressources humaines relativement uniforme et efficace entre les services, en particulier le service des ventes.
The company has established a reasonable compensation system and incentive mechanisms, along with unified pay and public announcements within the organization This approach has significantly motivated employees, particularly the sales team, to undertake numerous business trips Additionally, the company offers excellent compensation for employees at the headquarters, creating a comfortable work environment that enhances their efficiency and productivity.
The allocation of financial resources within the company involves budgeting and prioritizing funds across various departments This strategic approach enables the organization to be more proactive in securing financing for market expansion initiatives.
Outre les succès obtenus, la société a également rencontré des échecs dans la mise en œuvre de la stratégie de marché comme suit:
The strategic analysis of the new program relies on sensory observations and has yet to incorporate analytical tools, resulting in policies that are disconnected from the actual realities of the business.
Identifying the company's current strategy reveals a lack of clarity in its strategic objectives, with short-term goals that are neither specific nor well-defined This ambiguity fails to demonstrate clear qualitative and quantitative targets, resulting in an overall lack of success.
The process of identifying and positioning products is crucial for implementing market extension strategies This involves not only identifying the right markets and target customers but also understanding the competitive landscape Companies often face limitations in market research, which can hinder their ability to grasp customer needs and psychological shifts effectively.
- Le système de distribution de la société n'est pas encore diversifié et n'a donc pas vraiment répondu aux besoins d'accès des clients.
2.3.3 Cause a Raisons subjectives : Les gestionnaires ne sont pas conscients de l’importance des études de marché et du marketing Ils sont indispensables à la mise en œuvre de la stratégie d'extension de marché b Raisons objectives : + Un grand dộfi pour l’entreprise lorsque le marchộ apparaợt de plus en plus concurrentiel avec des ressources financières importantes, de fortes capacités de marketing
+ L'état avec des politiques qui ont parfois deux aspects à la fois un impact positif et un impact négatif sur la production et les activités commerciales de l'entreprise
+ Le développement rapide de la science - la technologie créera de nombreux produits plus récents avec une bonne qualité à bas cỏt
CHAPITRE 3 : PROPOSITIONS ET RECOMMANDATIONS POUR AMÉLIORER LA MISE EN ŒUVRE DE LA STRATÉGIE D’EXTENSION
DE MARCHÉ DE LA SOCIÉTÉ PAR ACTION DE TECHNOLOGIE
Orientation des activités la société par action de technologie Mobifone mondiale
3.1.1 Prévision des changements dans l’environnement des affaires à court terme a Opportunité
Despite the telecommunications sector not experiencing sustained growth, it showed a positive revenue increase in 2018, significantly contributing to the country's socio-economic development The long-term effects of various policies implemented in 2018 are expected to keep market competition exciting in 2019, particularly in the battle for market share among major players.
The year 2018 has proven to be challenging for Vietnam's telecommunications sector, with a saturated market leading to a decline in traditional services Significant changes driven by the Ministry of Information and Communications, including the careful management of SIM cards, plans to change network codes, and the deployment of number-preserving network transfer services, have marked this year Despite these difficulties, the telecommunications industry has managed to maintain stable growth By the end of 2018, the total number of phone subscribers reached approximately 129.9 million, reflecting a 2.3% increase, with mobile phone subscribers totaling 125.6 million, which is a 3.8% rise compared to 2017.
Le chiffre d'affaires total des télécommunications en 2018 est d'environ 15 milliards USD, soit un taux de croissance de 6%
In 2018, amidst the strong wave of the Fourth Industrial Revolution, telecommunications companies made significant strides in adapting to and capitalizing on the opportunities presented by digital transformation globally Many of these companies evolved from traditional telecommunications service providers to digital service providers, focusing on creating digital solutions and services built on ecosystem models and digital platforms, including e-government, smart cities, and the Internet of Things.
Moreover, companies have mastered various current consumer technologies such as artificial intelligence (AI), blockchain, and cloud computing, and are now moving towards application development to create tailored solutions that meet the real needs of Vietnam It is noteworthy that the revenue from the service sector currently accounts for only a small percentage of the total revenue of businesses.
According to forecasts, the telecommunications sector will be a crucial pillar in helping businesses and the country catch up with future global developments Experts predict that 2019 will be an exciting year for this market, as the policies implemented in 2018, particularly regarding digital network transfer services, are expected to significantly alter operators' market shares Unofficial statistics indicate that thousands of subscribers have already adopted this service, and this number is anticipated to grow substantially Consequently, network operators are under increasing pressure to maintain their market share, necessitating continuous improvements in service quality, a strong focus on customer service, and the development of tailored packages for each customer segment Moreover, while the digital revolution presents numerous growth opportunities, it also poses significant challenges With the rapid advancement of technology, companies must actively promote innovation, research, and development to stay at the forefront of new technological trends and effectively capitalize on the substantial opportunities presented by the digital revolution.
The mastery of new technologies, particularly in balancing the investment efficiency of 5G against a newly constructed 4G infrastructure, poses a significant challenge for network operators Crucially, the effectiveness of 5G is heavily reliant on the actions of state management agencies Despite the deployment of 4G nearly two years ago, it has yet to achieve optimal quality and efficiency due to ongoing obstacles in bandwidth licensing and bidding procedures Addressing these challenges swiftly is essential for maximizing bandwidth resource utilization, enhancing the current 4G network quality, and creating favorable conditions for the future implementation of 5G.
3.1.2 Orientation de développement de la société
Afin de développer le marché cible dans les temps à venir, la société par action de technologie Mobifone mondiale a défini sa propre orientation de développement comme :
To ensure the coherence of the company's strategic system, it is essential for the organization aiming to implement a market development strategy to be synchronized and unified across its entire strategic framework This includes everything from identifying and assessing content to monitoring and evaluating the deployment strategy activities.
To enhance the effectiveness of market development strategy implementation, the company will enforce stricter controls and consider restructuring policies to align better with market conditions Key initiatives include improving marketing activities to boost consumption, introducing significant discounts for long-term customers to reduce order percentages, and maintaining high-quality products and services to meet diverse customer needs Additionally, the company will reassess pricing techniques and evaluation methods to ensure they are tailored to each product type and customer segment.
3.2 Point de vue pour résoudre la problématique
To effectively implement a strategy, a company must thoroughly understand the socio-economic development guidelines set by the Party and the State during each period This entails regularly monitoring and aligning with the industry's objectives and state orientations to establish clear strategic goals Key components include the country's socio-economic development strategies, legal documents, macroeconomic regulatory policies, and social policies.
Ensuite, afin d'améliorer la mise en œuvre de la stratégie d’extension de marché.
The company should thoroughly assess internal factors to identify key resources, strengths, and weaknesses, while also integrating external factors to recognize threats, opportunities, target markets, and the ideal customer base.
The Industrial Revolution 4.0 is fundamentally transforming production organization through interconnected technologies and the Internet of Things This shift emphasizes the critical role of technology in enhancing work processes Businesses must focus on integrating these new technologies into their operations, especially in digital marketing strategies, to stay competitive and efficient.
Propositions pour améliorer la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone Mondiale
de marché de la société par action de technologie Mobifone Mondiale
3.3.1 Propositions sur l’établissement des objectifs à court terme
Setting short-term goals aligned with the company's long-term objectives requires measurable, relevant, challenging, clear, and well-communicated targets within organizations Annual company goals should first be based on market demand and then compared to internal capabilities Additionally, these annual targets must provide precise figures, enabling other departments to develop their operational plans to achieve the organization's objectives This proactive approach ensures the company capitalizes on market opportunities effectively.
In 2019, Mobifone Global's market expansion strategy in Northern Province aims to increase its market share from 12.7% to 16.2% To achieve this goal, the company needs to enhance its marketing policies, optimize human resources, allocate resources effectively, and adapt its organizational structure to align with the strategy while monitoring the implementation process.
L'auteur propose l'objectif à court terme de l'entreprise pour la période 2019- 2021
Tableau 3.1 Objectif à court terme de l’entreprise pour la période 2019-2021
Objectif Années Chiffes d’affaires Part de marché Marque
Ne pas s’arrêter et développer pour devenir une marque prestigieuse sur le marché du Nord
16,7% Construire une image d'entreprise typique et prestigieuse sur le marché de l'industrie
Devenir l'une des principales entreprises de commerce et de mise en œuvre de projets techniques.
( Source : l’auteur) 3.3.2 Propositions sur l’élaboration des politiques pour la mise en œuvre de la stratégie d’extension de marché a Politique de marketing
Mobifone Global Technology Joint Stock Company has successfully delivered high-quality products across various categories, making it a preferred choice for many businesses This core competency serves as the company's competitive advantage and contributes to its current success Despite the ever-fluctuating market and increasing customer demand, understanding consumer preferences has become increasingly challenging, especially with the rise of numerous competitors in the telecommunications sector.
Alors que la politique de produit doit :
The company is committed to maintaining and enhancing the quality of its services It will rigorously manage, build, and develop a quality management system that aligns with both national and international standards, aiming to elevate the reputation of its products in the market.
Concentrer sur la recherche et l'exploitation de nouvelles solutions technologiques pour rendre les produits de la société plus abondants.
The company must consistently focus on research and product development, as well as the application of scientific and technical achievements, to deliver products that cater to consumer preferences.
Mobifone Global Technology Corporation requires long-term investment in its invisible product development strategy, focusing on aspects such as proper installation, speed, and accuracy for customers This includes effective purchasing advisory services, clear product usage instructions, warranty regulations, and appropriate after-sales service These efforts are essential to enhance both product brand reputation and the overall reputation of the company.
Price remains a key competitive factor that influences market supply and demand Today, price competition is crucial for businesses A survey revealed that 80% of respondents believe Mobifone Global Technology's service costs are satisfactory and align well with product quality compared to market competitors This pricing strategy also fosters customer trust and loyalty Additionally, to maintain customer confidence, the company must consistently update and communicate its service pricing while adapting to current market dynamics.
Mobifone Global can enhance its product marketing by utilizing e-commerce channels in addition to traditional distribution methods To achieve this, it is essential to develop both internal and external information systems Furthermore, the company should improve its website, www.mobifoneglobal.com, to provide customers with detailed information about its telecommunications technology and service solutions.
Currently, businesses have various advertising methods at their disposal to promote products and brands, with e-commerce thriving as a significant opportunity Companies should leverage popular websites and social media platforms to introduce their products effectively Research indicates that advertising during television programs yields the best results, particularly between 6 PM and 8 PM, when viewership peaks due to engaging content such as news and movies Additionally, utilizing celebrity endorsements can significantly enhance advertising effectiveness.
The company should encourage participation in trade fairs with industry peers to enhance customer access to its diverse product offerings One notable event is VIETNAM ICTCOMM, one of the largest exhibitions dedicated to information and telecommunications technology This highly specialized event is recognized as a premier choice for showcasing expertise in Vietnam and internationally within the information, telecommunications, electronics, and broadcasting industries.
Public relations play a crucial role in effective advertising, with sponsorship activities emerging as a powerful tool for businesses to express gratitude and engage customers While companies have participated in voluntary sponsorships, exploring additional avenues such as sports, music, and film sponsorship is essential for deeper customer connection In terms of human resources policy, Mobifone's global team possesses a strong work ethic and extensive experience; however, the management team faces limitations in capacity, qualifications, creativity, and innovation To effectively implement market development strategies, it is vital to focus on enhancing the management team's quality through targeted training.
To enable the sales department to effectively contribute to the company's objectives, collaboration with the human resources department is essential for developing a recruitment plan and training high-quality sales and management teams Specifically, it is crucial to recruit experienced managers, as well as to hire and train new sales employees, particularly when the company plans to expand into the northern region.
To effectively organize personnel with the right work aptitude, it is essential to establish a clear work structure that minimizes overlaps and prevents excessive workload, which can lead to increased stress Unified coordination among departments is crucial for fostering an environment conducive to the successful implementation of action programs aimed at achieving departmental objectives.
The company must effectively implement a salary payment policy that aligns with the productivity and efficiency of each employee, ensuring a uniform compensation structure that enhances attractiveness and workforce retention Additionally, the salary policy should be regularly reviewed and adjusted to reflect current realities, thereby maintaining employee stability.
A plan is in place to reward individuals and departments for their significant achievements and technical innovations that enhance business efficiency, based on actual results, to foster a strong work ethic.
Recommandations pour l'état et les autorités
The government should enhance the legal and regulatory framework, particularly the 2014 Companies Act and the 2005 Commercial Law Currently, the legal environment in our country still includes numerous unfavorable factors that hinder business operations.
The government should implement measures for macroeconomic stabilization, particularly by controlling inflation and managing the exchange rate A stable economy helps mitigate risks and facilitates business activities.
La construction et la modernisation des infrastructures doivent être accélérées.
The government should support businesses in establishing networks within the city, as the company is currently in a growth phase and looking to expand its sales network into neighboring provinces Therefore, it is essential for the state to assist the company in executing its expansion plan effectively.
This study examines the current implementation of market expansion strategies for telecommunications services by Mobifone Global Technology Corporation in the Northwest provinces It emphasizes the need to systematically address market issues, marketing policies, financial capacity, personnel, and infrastructure conditions to understand the dynamics and foundation of Mobifone's market development Additionally, it aims to generalize, analyze, and evaluate Mobifone's activities in executing its market expansion strategy for technological solutions and telecommunications services, focusing on identifying key objectives and essential elements such as marketing strategies, personnel policies, and financial resources.
Commenting on the market, the company's activities significantly influence the implementation of Mobifone Global's market expansion strategy I have proposed solutions to enhance and advance the strategic deployment of the business.
Despite my efforts, there are still limitations in this thesis due to time constraints and insufficient information gathered Therefore, I would appreciate insightful feedback and guidance from my instructors to enhance my work I would also like to express my gratitude to Ms NGUYEN Thi Thuy Duong and Ms NGUYEN Thi Van, along with all the faculty members from the International Training Faculty and the Strategic Management Department, for their unwavering support, open-mindedness, availability, and invaluable advice, which have greatly contributed to the successful completion of my thesis.
1 Alfred Chandler, 1962, Stratégies et structures de l’entreprise, Les Editions d'organisation (être traduit en francais par Philippe Sohaufelberger)
2 Bruce Henderson, 1934, Manuel de gestion stratégique – Université
3 Carl von Clausewitz, 1816, Manuel de gestion stratégique – Université
4 Charles W.L.Hill & Gare R Jones, Strategic Management
5 G.Johnson & K.Scholes,2011, Manuel de gestion stratégique – Université
6 NGUYEN Hoang Long & NGUYEN Hoang Viet, 2005, Manuel de gestion stratégique – Université Thuongmai, Éditeur Statistique
7 NGÔ Kim Thanh, 2012, Manuel de gestion stratégique – Université nationale d'économie, Éditeur Statistique
10 Wiliam J’Glueck, 1908, Business Policy and Strategic management
11 Les résultats d’exploitation de la Société par action de technologie Mobifone mondiale de 2016 à 2018
12 Le site web: mobifoneglobal.vn
My name is HO Thi Phuong Thuy, a student at the Faculty of International Training at Thuong Mai University As part of my graduation thesis, I am conducting research on the implementation of the market expansion strategy by Mobifone Global Joint Stock Company I kindly ask you to take a few minutes to complete this questionnaire Thank you for your valuable time and assistance!
Merci d'avance pour le temps que vous voudrez bien consacrer à remplir le questionnaire !
1 Madame/Monsieur, ộvaluez s'il vous plaợt les produits / services que votre entreprise fournit par ordre de faible et décroissant progressivement avec l’échelle suivante : 4 ( très bien ), 3 ( bien ), 2 ( Moyen), 1 (Faible )
Service Internet internationalService de canal international de location privée et locaux Réseau privé virtuel VPN / MPLS Service VolP
2 Madame/Monsieur, pourriez-vous nous indiquer ó se situe le marché cible de la société dans les options suivantes?
3 Madame/Monsieur, pourriez-vous nous indiquer ó sont les clients cibles de votre entreprise dans les options suivantes?
4 Madame//Monsieur, comment évaluez-vous les opportunités et les défis de l'environnement macro pour les entreprises?
No Facteur d'impact Opportunité Défi
1 Croissance du PIB du Vietnam
8 Vitesse de l'urbanisation rapide au Vietnam
9 Population importante, structure de population jeune
5 Madame/Monsieur, comment évaluez-vous les opportunités et les défis de l'environnement commercial de votre entreprise?
No Facteur d'impact Opportunité Défi
3 Pouvoir de négocier les clients
4 Pouvoir de négociation des fournisseurs
5 La menace des produits / services alternatifs
6 Croissance du secteur des services de télécommunications
6 Madame/ Monsieur pourriez-vous évaluer les forces et les faiblesses de l'entreprise ?
No Les facteurs Points forts
3 Prestige, réputation, marque de l'entreprise
10 Gestion des systèmes d'information et de construire des bases de données clients
12 Relation avec les fournisseurs et les canaux de distribution
7 Madame/Monsieur, êtes-vous en mesure d'évaluer la réactivité de l'objectif annuel de l'entreprise?
Echelle de temps aujourd'hui?
8.1 Quels critères l'entreprise utilise-t-elle pour segmenter le marché?
8.2 Quel est le positionnement produit / entreprise sur le marché?
Stratégie de marché coin niché
8.3 Veuillez évaluer les produits / services actuels de l'entreprise ?
8.4 Veuillez évaluer la politique de prix actuelle de la société ?
Compatible avec la qualité des produits
Assez bon marché par rapport à la qualité du produit
8.6 Pourriez-vous nous dire quelles activités de promotion la société exerce actuellement?
9 Madame/ Monsieur, selon vous, à quels activités de marketing l'entreprise devrait-elle améliorer la prochaine fois?
Amélioration de la qualité de service
Amélioration de la politique des prix
Amélioration de la politique des promotions
10.Madame/Monsieur, êtes-vous en train d'évaluer le budget pour la mise en œuvre d'une stratégie d'entreprise annuelle?
Grand budget, garantissant la nécessité de mettre en œuvre une stratégie à grande échelle
Moyen budget, la mise en œuvre de la stratégie est modérée
Le niveau du budget n'est pas très élevé, ce qui limite la capacité à mettre en œuvre la stratégie
Faible budget et ne garantit pas la mise en œuvre de la stratégie
Autres :…. devrait améliorer ses ressources humaines pour mettre en œuvre sa stratégie de développement du marché ?
Améliorer des employés plus expérimentés
Aucun recrutement supplémentaire n'est nécessaire car le personnel actuel fonctionne très bien
Améliorer la formation et le recyclage du personnel
Améliorer la compensation financière avec de bons employés
To effectively write my thesis on enhancing the implementation of the market expansion strategy for Mobifone Global Technology Joint Stock Company, I would like to ask you a few questions regarding the execution of the company's market expansion strategy.
Merci d'avance pour le temps que vous voudrez bien consacrer à répondre mes questions !
Nom et prénom: Vu Phi Long Poste : Directeur Général
Question 1 : Monsieur, pourriez-vous s'il vous plaợt nous indiquer si l'entreprise a effectué une analyse de situation stratégique pour mettre en œuvre la stratégie de développement du marché? Si oui, comment se comporte l'entreprise?
Question 2 : Monsieur, pourriez-vous nous dire quelles sont les caractéristiques des clients cibles et des principaux concurrents dans le déploiement de la stratégie d'extension de marché de la société?
Question 3 : Monsieur, pourriez-vous expliquer la politique de marketing (segmentation du marché, politique de produit, politique de distribution, politique de promotion……) de la société?
Question 4 : Monsieur, quels sont les objectifs stratégiques à court terme et à long terme de la société? Comment est-ce que vous avez fait pour définir ces objectifs stratégiques ?
Question 5 : Monsieur, comment est-ce que vous évaluez la politique de ressources humaines ?
Question 6 : Monsieur, d’après vous, l’allocation des ressources (ressources Financières) ? Est-elle vraiment efficace ?
Question 7 : Monsieur, avez-vous des orientations d’activité des affaires de la société?
Merci d'avoir consacré du temps à mon étude
Les résultats d’exploitation de la Société par action de technologie Mobifone mondiale de 2016 à 2018
Cỏts de gestion de l’entreprise