Détermination et déclaration du sujet de recherche
To enhance its sustainable development in the market, the company must focus on improving its competitiveness Drawing from my experiences during my internship and the knowledge gained from my university studies, I have chosen to explore "Solutions to Improve the Competitiveness of SARL Truc Minh Chau."
Objectifs de la recherche
- L'objectif général: Réviser la justification de la compétitivité de l’entreprise actuellement dans l'économie de marché
The specific objective is to gain a deeper understanding of the competitive landscape faced by SARL Truc Minh Chau from 2015 to 2017, identifying its limitations and the underlying causes of these challenges, while simultaneously exploring solutions to enhance the company's competitiveness.
Objet et cadre de la recherche
La SA de Nam Loc est l’objet de recherche Il s’agit de l’analyse approfondie de la période de 2015 à 2017 de l'entreprise.
- Espace: le sujet de recherche est réalisé dans le cadre de la SARL Truc Minh Chau à Nghe An.
- Période de temps: L'enquête, la collecte de données, l'analyse et le traitement des données, la recherche des activités de l'entreprise dans la période de 2015 à 2017.
- Contenu de la recherche: Se concentrer sur la recherche sur la compétitivité de la SARL Truc Minh Chau.
Méthodes de recherche
Dans ce mémoire, j’utilise les méthodes de recherche suivantes :
- Les méthodes de collecte des données primaires par les questionnaires, les auprès des clients et des employés, les entretiens auprès gestionnaires
The methods for collecting secondary data within a company include analyzing commercial results, financial reports, and product sales Additionally, gathering information from sources such as journals, memos, and state documents is essential To assess and evaluate the company's competitiveness, I employ synthesis and comparison techniques in my analysis.
Structure du mémoire
Outre l'introduction et la conclusion, la liste des sigles, la liste des diagrammes, des tableaux, la bibliographie, mon mémoire de fin d'études est divisée en 3 chapitres:
Chapitre 1: Quelques théories de base sur la concurrence et le renforcement de la compétitivité de l’entreprise.
Chapitre 2: Méthodes de recherche et résultats de l’enquête de la compétitivité de la SARL Truc Minh Chau.
Chapitre 3: Conclusions et solutions pour améliorer la compétitivité de la SARLTruc Minh Chau.
QUELQUES THÉORIES DE LA COMPÉTITIVITÉ DE L’ENTREPRISE
Les concepts et théories concernant la concurrence et la compétitivité de l’entreprise
de l’entreprise 1.1.1 Les notions de base 1.1.1.1 Le concept de la concurrence
The article discusses the evolving concept and approach to competition during Vietnam's economic renewal process Competition serves as both an environment and a driving force within a market economy The term "competition" is applied across various fields, including economics, commerce, law, and politics, leading to a diverse range of interpretations and concepts related to competition.
According to the economic dictionary definition, "competition refers to the rivalry among individuals, businesses, or countries It occurs when two or more parties strive to obtain resources or opportunities that are limited and cannot be acquired by everyone."
According to American economist Michael Porter, competition occurs when businesses compete for customers, market share, or resources However, the essence of competition is not to eliminate rivals; rather, companies should focus on creating and delivering higher or more unique value to customers than their competitors This approach encourages customers to choose one business over another.
According to the comprehensive dictionary of market economics published by the Institute for Research and Encyclopedic Dissemination in Hanoi (1998, p.247), an effective competition serves as a means for businesses to adapt to the market It aims to achieve efficiency that satisfies stakeholders while generating an average profit sufficient for regular operations and investment risk expenses Additionally, it seeks to ensure that production units operate efficiently, avoiding prolonged excess production capacity, and that product quality meets appropriate standards.
In the context of globalization, countries acknowledge competition as both an opportunity and a challenge for businesses to establish themselves Economic competition refers to the rivalry among economic actors striving to secure a favorable position in the production and consumption of goods and services, as well as in achieving economic and commercial benefits to maximize their interests.
Economic actors in this context include sellers and buyers of goods and services Sellers aim to optimize their interests by selling a large volume of products at high prices Conversely, buyers seek to maximize the benefits of their purchases, desiring high-quality goods that satisfy their needs while also being affordable.
Alors, ces deux parties se disputent pour obtenir les meilleurs intérêts.
1.1.1.2 La notion de la compétitivité
Competitiveness, first mentioned in the United States in the early 1980s, refers to a company's ability to produce goods and services that are superior and more affordable than those of its competitors, both domestically and internationally It is crucial for the long-term interests of a business and ensures the income security of both employees and employers Perspectives on competitiveness vary widely.
La compétitivité de l’entreprise est les capacités particulièrement meilleure que celles de ses concurrents Ce sont des points forts que les concurrents ne peuvent pas adapter ou copier facilement.[4]
According to M Le Dang Doanh in his work on improving the competitiveness of enterprises in economic integration, a company's competitiveness is generally defined as its ability to withstand competition, which involves maintaining and increasing its market share against both national and foreign competitors.
Competitiveness is closely linked to productivity According to the Organisation for Economic Co-operation and Development (OECD), a company's competitiveness is defined by its ability to achieve high production and income while effectively utilizing productive resources This approach enables businesses to develop sustainably within a competitive international landscape.
Competitiveness can be defined as a company's ability to survive and thrive in a competitive market for a product or service In other words, it refers to the capacity to maintain or grow profits and market share, both nationally and internationally, across one or more services Additionally, competitiveness enables a company to sustain and enhance its competitive advantages in consumption, expand its consumer network, and effectively attract and utilize production factors to achieve sustainable economic interest The competitiveness of a business encompasses both marketing and non-marketing aspects.
Marketing competitiveness involves the organization of marketing strategies, the information system, and strategic marketing determination In contrast, non-marketing competitiveness encompasses financial positioning, human resources, and leadership capacity.
1.1.2 Les catégories de la compétitivité 1.1.2.1 La compétitivité de l’État
State competitiveness has been increasingly analyzed through various indices since the 1970s and 1980s A significant contribution to this field comes from economist Michael Porter, who conducted extensive research on overall competitiveness, corporate competitiveness, and the competitive advantages of states in key regions such as Western Europe, the United States, and Japan.
Dans un rapport sur la compétitivité générale du Forum économique mondial en
In 1997, it was emphasized that a country's competitiveness is intrinsically linked to its national economy, which is essential for achieving and sustaining high levels of development This relationship is influenced by stable policies, institutions, and various economic factors.
Selon la perception de M Porter, il considère la productivité comme la meilleure notion de la compétitivité au niveau d’État.
A country's competitiveness refers to its ability to produce goods and services in a free and fair market, aligning with international market demand while simultaneously increasing the real income of its citizens It is assessed by the level and pace of improvements in living standards, overall productivity, and the capacity of businesses to integrate into foreign markets through exports and foreign direct investment.
National competitiveness refers to the ability to achieve higher living standards for citizens In nearly all countries, the standard of living is influenced by the efficiency of mobilized resources and economic output per unit of labor or capital Sustaining a higher quality of life for the entire population relies on continuous productivity growth, enhanced productivity in various sectors, and engagement in high-productivity industries A country's capacity is measured by the extent and improvement of living standards, total productivity levels and growth, as well as the ability of domestic companies to penetrate global markets through exports and foreign direct investment.
Pour un secteur, la compétitivité est la capacité d’atteindre les résultats durables des entreprises (nationales) dans le secteur en comparaison avec les concurrents étrangers sans protection ou aide financière.
Situation générale de la recherche en rapport avec le sujet au Vietnam et dans
1.2.1 Situation générale de la recherche dans le monde
In his 2013 book "Competitive Strategy," Michael Porter emphasizes that fundamental issues of competition are distinct from the specific competitive methods employed by different companies He highlights the significance of competition not only in the planning of business strategies but also in areas such as corporate finance, marketing, securities analysis, and other facets of commerce.
- Micheal Porter (2013), L’avantage compétitif, Éditions Tre Dans ce livre, Michael E Porter recherche et découvre les bases essentielles des avantages concurrentiels de chaque entreprise.
Dr Fred R David, a graduate of Francis Marion University with a specialization in integrated management, explores key concepts of strategic management in his book This work summarizes the principles of business strategy and strategic management, providing valuable insights for those interested in effective management strategies.
1.2.2 Situation générale de la recherche dans le pays
- Nguyen Bach Khoa (2004), Stratégie commerciale internationale, Maison d'édition des statistiques.
This book explores the nature and role of business strategy in international enterprises, discussing various types of business strategies and their underlying principles It also covers methods for evaluating the business environment and analyzing the current business situation.
Dr Tran Minh Dao's 2012 book, "Basic Marketing Textbook," published by the National Economics University Press, provides essential insights into marketing science It is designed for readers seeking to understand and apply marketing principles in both business and everyday life.
- Dr Nguyen Bach Khoa, Méthodologie pour la détermination des compétitivités et l'intégration économique internationale des entreprises, le magazine scientifique commercial de l’Université Thuong Mai
Dr Nguyen Vinh Thanh's work, "Improving the Competitiveness of Vietnamese Commercial Enterprises in International Economic Integration," published by Maison d'édition du Travail in Hanoi, systematically addresses theoretical issues of competition and competitiveness The study analyzes the roles and characteristics of commercial enterprises, as well as the components, influencing factors, and evaluation criteria of their competitiveness.
The topic of enhancing competitiveness is explored by various individuals, all aiming to help businesses maintain stability in the commercial market By focusing on the realities of product competitiveness, I believe it will contribute to both the practical and scientific aspects of improving corporate competitiveness.
Délimitation du contenu de recherche du projet : "Solutions pour améliorer la compétitivité de la société à responsabilité limitée Truc Minh Chau "
1.3.1 Le modèle de la recherche
Figure 1.1 : Modèle de la recherche
1.3.2 Le contenu de la recherche 1.3.2.1 Reconnaitre le concurrent principal de l’entreprise
Identify the product and target market of the company, while also recognizing current competitors Gather information on these competitors, including their strategies, products, strengths, and weaknesses, to enhance the competitive evaluation process.
1.3.2.2 Reconnaitre les critères d’évaluation de l’entreprise
Pour mesurer la compétitivité de l’entreprise, je divise la compétitivité en la compétitivité de marketing et de non-marketing
Détermination les aucurrents Élaboration les critères d'évaluation de la compétitivité
Evaluation de la compétitivité de l'éntreprise en utilisant les critères
Solutions pour améliorer la compétitivité de la SARL Truc Minh Chau
La compétitivité de non-marketing consiste à :
Financial capacity is crucial for business operations, as it encompasses the funds required for purchasing equipment, decorations, and labor costs By assessing this criterion, a company can evaluate its overall commercial activities and subsequently enhance its market position.
Leadership capacity is crucial as management and leadership, while distinct areas, are closely interconnected Every organization requires a management department to function effectively; without it, operations would falter The roles of management and leadership serve as essential evaluation criteria for organizational success.
- Ressource humaine : à côté de la finance, la ressource humaine est ainsi une condition indispensable quand on parle des activités commerciales d’une entreprise.
Human resources play a crucial role in assessing a company's competitiveness Key criteria for measuring human resources include the skill level of employees, the number of staff, productivity rates, and both the current and potential capabilities of the workforce.
- Échelle de production et d'affaires : Une entreprise avec une grande échelle peut gagner de grands revenus supplémentaires grâce à la production à grande échelle.
In other words, economies of scale refer to the cost-effectiveness achieved through mass production of standardized products, as reduced prices result from purchasing large quantities of materials and mass advertising lowers the cost per product Consequently, production scale is a crucial factor for businesses looking to enhance their competitiveness.
Modern equipment and technology significantly enhance a company's competitiveness By utilizing advanced systems, businesses can ensure product quality, expedite consumption processes, rapidly increase revenue, and minimize the need for quality inspections.
Performance R&D is the most reliable and accurate indicator of a company's research and development capabilities The higher the efficiency of a company's R&D efforts, the more effective its research activities become.
R&D encompasses achievements in launching new products, conducting research, and financing development efforts The high efficiency of R&D enhances technological innovation, providing significant advantages for the successful introduction of new products while effectively improving and updating existing ones The performance of R&D in product development includes the potential for creating and advancing new products.
La compétitivité de non-marketing consiste à :
- Le part du marché : est celui que l’entreprise détient par rapport au total du marché Il est donc calculé par :
The market share of a company is a crucial indicator of its dominance within the industry; a higher market share signifies a stronger market position By analyzing fluctuations in this indicator, we can assess the company's operational effectiveness A significant market share indicates that the company holds a leading position, while a narrow market share suggests increased competition and pressure from rivals Therefore, the market share index allows a company to preliminarily evaluate its market presence in relation to other businesses within the sector.
- Politique de produit : est un de quatre facteurs importants du marketing-mix.
The primary objective of product policy is to enhance sales and profits for the company This policy encompasses various factors, including product quality, type, and design.
The pricing strategy is a key indicator of a product's value, serving as a powerful tool in competitive markets Therefore, enhancing competitiveness must take product pricing into account.
There are several competitive pricing strategies that businesses can implement, including low pricing, market pricing, premium pricing, and differentiated pricing Companies should consider their actual business circumstances, competitor pricing strategies, and market demand when determining their pricing approach.
Le chiffre d’affaires de l’entreprise
The total revenue of the market sector and the company's objectives significantly impact its pricing strategy, which plays a crucial role in establishing the company's position and enhancing product competitiveness.
The distribution network of a product plays a crucial role in influencing the company's consumption capacity, marketing strategies, and competitive advantage An effective distribution network can enhance the company's market share while fulfilling marketing responsibilities, such as providing customers with information and receiving valuable feedback.
Promotional tools in commerce encompass a variety of methods, including advertising, promotions, personal selling, online sales, and public relations It is crucial to maintain message consistency and expression while aligning with the company's objectives Timely promotional strategies significantly contribute to a product's market success, and many businesses view these promotional programs as essential for enhancing their competitiveness.
MÉTHODOLOGIE DE LA RECHERCHE ET CONCLUSIONS D’ANALYSE DE LA COMPÉTITIVITÉ DE LA SARL DE CONSTRUCTION
Présentation géneralede la SARL de construction Truc Minh Chau
TRUC MINH CHAU Construction LLC was established in 2015 and received its initial operating license, number 2901785364, from the Department of Planning and Investment of Nghe An Province on May 28, 2015.
The company operates within the framework of the law and the charter of a limited liability company, functioning as an independent economic unit It aims for profitability while achieving social and economic objectives, creating jobs, and fulfilling its obligations to the state Additionally, the business conducts its activities not only within its province but also across other provinces in the country.
In its early days, the company faced significant challenges due to inadequate capacity, outdated facilities, poor management skills, and insufficient employee expertise, particularly in the face of competition from imported goods that offered diverse models, high quality, and reasonable prices To combat this fierce competition and ensure growth, the factory leaders decided to revamp their management mechanisms, explore new strategies, invest in equipment, innovate technology, enhance worker skills, and reduce product costs to boost competitiveness As a result, the company rapidly established its reputation in the market, with its products gaining popularity among numerous customers and driving business growth.
Jusqu'à présent, le chiffre d'affaires et le bénéfice de l'entreprise augmentent sans cesse, le revenu des travailleurs s'est considérablement amélioré et elle a affirmé sa marque sur le marché.
- Nom de l'entreprise : SARL DE CONSTRUCTION TRUC MINH CHAU
- Siège social : Bloc 11 - Quartier Quynh Xuan - Hoang Mai - Nghe An Province
- Numéro de compte : 51510000194482 à la banque BIDV, filiale de Phu Dien,
We specialize in the design, fabrication, and assembly of steel structures for civil and industrial projects, including custom equipment, large frame houses, beams, floors, silos, and conveyors.
- Construction des ouvrages d'adduction d'eau en milieu rural, des travaux de génie civil, d'irrigation, de circulation, construction des maisons de toutes sortes.
- Construction d'ouvrages ferroviaires et routiers.
- Installation de systèmes électriques, d'alimentation en eau, de drainage, de chauffage et de climatisation.
- Fabrication et montage de tours de haute tension, tours de transmission pour l'industrie des télécommunications.
- Concevoir et fabriquer des équipements pour l'industrie de la construction tels que coffrages, colonnes, échafaudages
- Travaux de construction complets, autres activités de construction spécialisées.
(Source : Certificat d'enregistrement de la SARL Truc Minh Chau Construction)
(*): Inspectation de la qualité des marchandises
(Source : Direction d’administration et de ressources humaines)
Figure 2.1: Organigramme de la SARL Truc Minh Chau Construction
Direction d’administrati -on et de sécurité
Direction des finances et de la comptabilité
Direction de planification de la production
Direction de la planificati- on des matériaux
Direction de la consomm- ation
Ateliers Équipe de production Équipe de construction
In this management model, the organization is structured into functional sections with clearly defined tasks The director is accountable for all company activities and decision-making Supporting the director, the deputy director manages the operational functions of the management and assists in corporate governance Each remaining department has its own specific responsibilities.
Effective communication between managers and employees is crucial, ensuring that information is conveyed quickly, timely, and accurately Furthermore, department heads and workshop directors possess full authority to organize work and carry out specific tasks within their management responsibilities to achieve assigned objectives.
2.1.4 Résultat des affaires de l'entreprise au cours des dernières années (de
2015 à 2017 ) Tableau 2.1: Rapport sur résultat des affaires de la SARL de construction
Truc Minh Chau (Unité : VND)
1 Revenus de vente et de services
2 Profit total de la vente et de services
5 Bénéfice net des activités commerciales
10 Impôt à payer sur le revenu de société
(Source : département des finances, exercice comptable 2015, 2016,2017)
En général, la capacité de capital de la SARL Truc Minh Chau s'est améliorée au cours des 3 dernières années, mais elle reste encore modeste.
Analyzing the business performance, we observe a significant increase in the company's revenue from 2015 to 2016 In 2016, the revenue reached 47,810,092,670, compared to 43 in the previous year.
214 329 185 en 2017 De 2015 à 2017, le bénéfice après impôts de la société augmente rapidement, en 2015, il atteint à 372 933 953, en 2016, il a doublé à 907 084 608 et en
In 2017, Truc Minh Chau LLC achieved a remarkable growth, reaching a total of 1,510,822,210 This growth has fostered a stable customer base, enhancing client trust and solidifying the company's market position.
Méthodologie de la recherche
To gather information effectively, primary data must be accurate, objective, and relevant to the research problem's scope There are various methods for collecting primary data, and it is often essential to employ a combination of these techniques to achieve the desired outcomes The primary data discussed in the article includes:
To assess the current status and competitiveness of Truc Minh Chau LLC, I employed two types of questionnaires aimed at gathering feedback from both customers and employees This approach will help identify areas for improvement and develop strategies to enhance the company's competitive edge.
The employee questionnaire generated 10 copies, and I received 10 responses Employee surveys are designed to address key issues, such as understanding the importance of product success factors and comparing them with competitors These factors include financial position, human resources, management capability, R&D resources, and production scale For further details on the questionnaire form, please refer to the attached annex.
• Questionnaire pour le client : 20 exemplaires envoyés, 20 réponses recueillis.
The company's products are utilized in the construction industry, making businesses across the country its primary clients To gather insights, a survey was conducted by distributing questionnaires to these clients I requested a list of the company's clientele and delivered the questionnaires directly to them For clients I could not meet in person, I sought their feedback via email to ensure comprehensive participation.
The survey aims to identify the factors influencing customer purchasing decisions and gather customer opinions on the company's products in comparison to competitors For additional details regarding the questionnaire, please refer to the attached appendix [Annexes 3 (IV+V)].
J’ai réalité l’entretien avec M Cao Trong Tuong - Directeur de la SARL de construction Truc Minh Chau Le directeur de l'entreprise a respondu à 5 questions.
The purpose of the interview is to gather insights into the company's competitiveness and to draw conclusions that can enhance its competitive edge For additional details regarding the interview process, please refer to Annex 1 (I).
2.2.1.2 Méthode de collecte des données secondaires
Secondary data refers to information collected by others for purposes that may differ from our research objectives This data can be either unprocessed (also known as raw data) or processed The secondary data utilized in this article is sourced from the following references:
- Source d'informations internes : Activités de l'entreprise pendant 3 ans : 2015,
2016, 2017 (chiffre d'affaires, bénéfices, charges, revenu moyen des salariés ) ; Rapport financier pour ces 3 ans; Structure du personnel
External sources of information primarily include documents related to competitiveness theory, such as textbooks, scientific research papers, and previous dissertations Additionally, information on the company's competitors, as well as market and industry insights, can be gathered from various websites.
Using SPSS version 16.0, I analyze primary data by presenting it in tables and graphs to assess the competitiveness of the company's products I employ comparison methods, statistics, and data analysis, along with aggregation techniques for secondary data.
Évaluation de l'effet des facteurs environnementaux sur la compétitivité de la
de la SARL de construction Truc Minh Chau 2.3.1 Influence des facteurs environnementaux externes sur la compétitivité de la SARL de construction Truc Minh Chau 2.3.1.1 Environnement macro
The economic environment is experiencing significant growth, leading to an increased pace of urban development and a surge in construction demand, presenting a prime opportunity for construction companies In 2017, inflation was successfully maintained below 4%, and the GDP rose to 6.81%, the highest since 2011, indicating stable economic growth that attracts more foreign investors This growth necessitates improvements in infrastructure, resulting in higher consumption of construction products Additionally, medium and long-term interest rates from banks have decreased, facilitating easier capital mobilization for investments and business expansion Furthermore, economic policies regarding exchange rates impact the importation of asphalt and construction materials, with higher exchange rates affecting the prices of imported goods.
The political and legal environment plays a crucial role in facilitating the importation of materials between countries, leading to increased opportunities for competitive raw material pricing Vietnam benefits from a stable policy framework that supports these import activities.
This positively impacts business development by fostering a pressure-free political environment and promoting a favorable business climate Vietnamese law imposes strict regulations on construction products, requiring companies to comply with rules regarding goods inspection and technical standards.
The production technology significantly impacts product quality and the operational costs of businesses, influencing their competitiveness both individually and collectively In today's landscape, the advanced development of science, technology, and specialized equipment, particularly information technology, has profoundly affected business operations.
The integration of modern machinery and equipment in business operations leads to significant savings in costs, labor, construction time, and materials This advancement enhances the quality, efficiency, and competitiveness of the company.
The current economic stability of our country is driving an increase in urbanization, leading to a growing demand for housing, infrastructure, and construction As a result, we can expect a significant rise in construction activities in the coming years.
Dr Bui Quang Tin stated that Vietnam's average population growth rate is between 1.2% and 1.5% per year, while the average urban growth rate is 3.4% annually Consequently, there has been an increased demand for construction to keep pace with this growth.
The development of businesses is closely linked to the socio-cultural environment and the country's evolution In Vietnam, a nation rich in cultural history, the integration into the global economy has significantly transformed its culture, affecting lifestyles and social dynamics As living standards rise and average incomes increase, there is a growing demand for diversification and enhancement in construction quality and scale Therefore, the construction industry, along with individual companies, must grasp these socio-cultural changes to adapt and thrive in this evolving landscape.
Clients play a crucial role in the competitive landscape, where their pressure is influenced by price, quality, distribution channels, and payment terms At Truc Minh Chau Construction LLC, the primary clientele consists of national companies Attracting and supplying products to these clients is a complex process Most consumers are industrial clients, resulting in a smaller customer base, but each purchase is substantial, with high transaction values Consequently, the company prioritizes maintaining long-term relationships with its clients.
Suppliers play a crucial role in the relationship between a business and its profitability, impacting pricing and quality during transactions They can pose a threat to manufacturers, especially if there are changes in product costs or potential risks associated with the supplier's influence While the company primarily sources raw materials from suppliers, it also produces construction products in-house, giving it a competitive edge For items not produced internally, the company actively imports them to ensure a steady supply of goods, preventing any shortages.
In a fiercely competitive market where companies are vying for price, product differentiation, and innovation, the construction firm Truc Minh Chau stands out by enhancing product quality The company prioritizes investment and the advancement of technology and equipment that align with its exceptional production capabilities Additionally, Truc Minh Chau is known for its rapid project completion, effectively meeting customer demands and setting itself apart from numerous competitors.
2.3.2 Impacts des facteurs environnementaux internes
The financial capacity of a company is a key indicator of its competitiveness in the market Established in 2015, Truc Minh Chau Construction LLC boasts a substantial initial capital of 10,000,000,000 dong, reflecting its strong financial foundation.
Au cours des dernières années, le capital de la société connait une grande variation.
According to the financial and accounting department's report, by 2017, the after-tax profit reached 1,510,822,210, three times higher than previous years, thanks to investments in infrastructure and product development that enhanced competitiveness The company's capital is primarily financed through bank loans and other credit accounts, accounting for over 60% of the total capital, while equity represents just over 30% This increase in profit is largely attributed to a rise in equity and retained earnings, indicating a strong financial autonomy for the company.
The number of employees and the quality of the workforce significantly impact a company's operations and competitiveness Efficient utilization of resources enhances management capabilities and operational effectiveness From 2015 to 2017, the workforce increased notably, particularly from 2015 to 2016, with a rise of 40 workers since the company's inception This growth was driven by the stabilization of business activities, increased market competitiveness, and higher customer demand, prompting the company to hire more staff In terms of workforce quality, the percentage of high school graduates has decreased, while university graduates have increased This shift is attributed to shareholder actions, workforce reduction, restructuring, and the elimination of ineffective positions to improve work quality and reduce management costs Despite a significant decrease in employee numbers, the company has achieved substantial success.
The company utilizes advanced high-tech equipment and machinery, imported from abroad, which enables it to swiftly meet customer orders Unlike traditional construction firms in Vietnam that often rely on foreign imports, this company showcases its innovative products in the domestic market Its ability to quickly respond to market demands is a significant competitive advantage.
Annalyse et évaluation la compétitivité de la SARL de construction Truc
2.4.1 Identification des critères d’évaluation de la SARL de construction Truc Minh Chau
- Calculer le point moyen de chaque critère = (Point total de chaque critère) / (Point total de tous les critères)
- Calculer l’importance de chaque critère = Point moyen / 2
En basant sur le calcul ci-dessus, j'utilise le logiciel de synthèse exel sur le tableau suivant :
The financial position of a company is crucial for managing human resources effectively It is essential to research tailored technologies that enhance production while maintaining marquee prestige and product quality Additionally, the pricing strategy and conservation time of products play a significant role in optimizing the distribution system.
Figure 2.2: Importance des critères d’evaluation de compété du secteur
2.4.1.1 Critères d'évaluation de la compétitivité marketing
A company with significant prestige attracts numerous business partners and a large customer base The primary goals for businesses in this sector include increasing revenue, market share, and profits To achieve these objectives, it is essential for the company to establish a strong market position and build prestige in the eyes of consumers Research indicates that the importance of this criterion is notably high, with a score reaching 0.08.
Product quality is a crucial factor, scoring a significant 0.1 in our survey It is essential to highlight that the quality of a product is the core and essence of a company, serving as a measure of its value and a competitive advantage Customers tend to choose companies that offer high-quality products, which allows these businesses to capture market share and compete effectively In the construction industry, if a company's products are of superior quality, show no wear during storage, and meet construction standards, they will be highly valued in the market.
The price of a product plays a crucial role in customer purchasing decisions When a company offers high-quality products at affordable prices, it gains a significant competitive advantage An employee survey revealed that the importance of price as a criterion is notably high, with a score of 0.12, surpassing that of quality.
The selling price of a product significantly influences customer attraction, especially in the construction industry, where the costs associated with purchasing multiple items for a project can be substantial Therefore, construction companies must carefully consider pricing as a key factor in their business strategy.
The preservation duration of construction products is crucial, as they require strict storage and handling protocols Proper storage in large warehouses ensures that these products are easily manageable, helping clients avoid additional storage costs Consequently, companies offering products with a long shelf life and easy storage solutions can gain a competitive edge An employee survey highlighted the significance of this criterion, reflecting a notable importance score of 0.08.
The general distribution system for construction products is crucial for evaluating a company's competitiveness, as these products are typically available nationwide Customers prefer to purchase from nearby locations to minimize delivery and transportation costs.
2.4.1.2 Critères d'évaluation de la compétitivité non-marketing
The financial position of construction companies is crucial, with a significant importance score of 0.09 Given the high costs associated with importing construction materials, a strong financial capacity is essential for these businesses This capability allows them to cover import expenses, pay workers, invest in equipment, and expand production Without a solid financial foundation, companies will struggle to compete, particularly against foreign firms Thus, a robust financial position is key to enhancing competitiveness in the construction industry.
Effective management and leadership capabilities are crucial for formulating strategies and planning within a company A recent survey indicated that this criterion holds significant importance, scoring 0.06 For a business to thrive, it is essential to have a leader with strong management skills who can provide the right direction for growth Additionally, the management abilities of leaders play a vital role in enhancing the company's competitiveness By offering strategic direction and differentiated products compared to competitors, businesses can strengthen their market position and boost overall competitiveness.
Human resources play a crucial role in the effective functioning of any business, as highlighted by the survey which assigns a significant importance score of 0.1 to this criterion Employees are essential assets, contributing not only to the growth of the company but also to its resilience in the marketplace The quality of the workforce is indicative of skill level, work completion capacity, and overall job performance Therefore, maintaining high-quality human resources is vital for a company's competitiveness, making it a decisive factor in achieving market success.
The potential for research and development of new products is crucial for construction companies By focusing on innovative products that outperform competitors, businesses can effectively regain customer loyalty As a result, this strategy significantly enhances the company's competitiveness in the market.
In the construction industry, large-scale production enables companies to be self-sufficient in sourcing goods and adequately meet customer demands Research indicates that this criterion is crucial for assessing competitiveness, with a significant importance score of 0.16 Companies utilizing modern production technology can create exceptional products, and when combined with large-scale production, they effectively address market needs, enhancing their competitiveness against rivals.
2.4.2 Identification des principaux concurrents de la société
Currently, the construction market in Vietnam is highly competitive, with numerous companies offering diverse products and business practices Key competitors include Trung Tien Dat Construction and Architecture Joint Stock Company, Nam Loc Joint Stock Company, and Dong Nam Nghe An Construction Joint Stock Company Each of these major competitors possesses unique advantages and characteristics, making it essential for Truc Minh Chau LLC to analyze them to determine the optimal strategy for success Below, I will provide a brief analysis of two of these competitors.
Tableau 2.2: Points forts et points faibles des concurrents de l'entreprise
Concurrent Profil du concurrent Points forts Points faibles
Société anonyme de construction et d’architecture Trung Tien Dat
The company's primary products and services include mechanical processing, metal treatment and coating, construction of various types of housing, monument construction, water supply and drainage systems, as well as wholesale trading of machinery and metals.
+ Usine à grande puissance, grande surface
+Bonnes ressources financières et humaines + Produits respectueux de l'environnement, rassurés la santé des travailleurs; hautement mécanisé; facile à stocker, à conserver et à transporter
+système de distribution n'est pas répandu
Société par actions Nam Loc
Créée en 2005 Le Département de la planification et des investissements de la province de Nghe An lui a octroyé la licence d'exploitation n °
270300759 pour la première fois le 13 decembre 2005.
Il a enregistré de changement pour la première fois le 21 avril
2006 et pour la deuxième fois le 12 mars
2013 L'entreprise produit également tous les produits et services liés à la construction.
+ Haute capacité de production, la société dispose d'un grand entrepot de stockage, qui rassure le stockage des marchandises
The quality of the products is subpar, posing a risk of environmental pollution Additionally, the company's management has not been effective, with weak leadership capabilities stemming from a lack of unified direction for the business.
+ Les ressources humaines sont peu qualifiéé
CONCLUSIONS ET PROPOSITION VISANT À
Conclusions sur la compétitivité de la SARL de construction Truc
Truc Minh Chau 3.1.1 Atouts de la compétitivité de la SARL Truc Minh Chau.
Since its establishment three years ago, the company has achieved initial successes thanks to the tremendous and ongoing efforts of the entire management team and staff Despite facing significant challenges in the global and national economy, the dedication, persistence, and solidarity of the company's members are commendable Furthermore, the competitiveness of Truc Minh Chau Construction LLC has improved, establishing a strong business position and expanding its consumer network These achievements include:
Since its inception, the company has effectively utilized its capital, particularly in research and product testing investments Following the product launch, it garnered significant interest and trust from customers, leading to strong consumption, which demonstrates the effectiveness of the investment.
Since its inception, the company has faced significant competition from both domestic and international players However, effective management by its leadership team has enabled the company to successfully identify and attract customers nationwide, maintaining its market share despite the challenges.
The company is increasingly solidifying its market position, with a significant rise in its customer base over the years This growth has fostered a loyal clientele for its products, leading to a notable increase in market share However, it still lags behind strong competitors like Trung Tien Dat Construction Architecture LLC.
Since its inception, the company's products have received positive evaluations from customers for their high quality These products meet technical standards, reduce construction costs, are environmentally friendly, and conserve human resources in the construction process.
3.1.2 Limitations concurrentielles de la SARL de construction Truc Minh Chau
The impressive results achieved by the company in the past are a testament to the hard work of all its employees However, in comparison to the rapid development of the market economy, the company's growth remains sluggish This slow development process lags behind the pace of market changes As a result, Truc Minh Chau Construction LLC must strive to strengthen its market position Despite its successes, the company still faces unresolved challenges and existing limitations in its production and business processes that impact its competitiveness.
The company's financial capacity is weak, with operations limited to an average performance level Its capital size and financial capacity, including equity and total capital, are both low, leading to inefficiency and instability Consequently, the company relies heavily on external borrowing, which incurs high-interest rates, increasing interest expenses and diminishing the company's competitiveness.
The company's distribution network is currently not nationwide, with a customer base primarily concentrated in the south and center To enhance market reach and reduce distribution costs, the company must expand its network A broader distribution network will not only lower expenses but also improve product consumption and overall competitiveness in the market.
The management and leadership capabilities of the department staff have been effective; however, there is a lack of strengthened coordination between departments, revealing several shortcomings As a result, there is insufficient responsiveness to market changes.
The company's image and brand presence in Vietnam are still developing, as their products are relatively new to the market Consumers tend to favor imported goods or offerings from well-established brands, which makes the company's products somewhat less recognizable.
L'entreprise devrait promouvoir plus sa marque pour améliorer la compétitivité de l'entreprise.
The marketing efforts have been overlooked, resulting in a slow response from the department in seizing opportunities and capitalizing on the market Feedback regarding the company, particularly concerning input costs, competitor insights, and market conditions, is transmitted slowly, which ultimately leads to delayed decision-making.
3.1.3 Causes des limitations de compétitivité de la SARL de construction Truc Minh Chau
The company's internal operations are poorly managed, leading to inefficiencies across departments As a relatively new business, it lacks standardized management processes and shows little interest in product research and development Additionally, the company is not aware of the importance of resource efficiency, resulting in waste and unnecessary costs, such as material losses and complex management systems This ultimately increases product costs and diminishes the company's competitiveness in the market.
In recent years, the external environment has significantly impacted businesses as the economy becomes increasingly integrated Supportive policies for companies are not closely aligned with business practices, leading to intense competition among numerous current rivals.
Due to the changing business environment, the impact of the economy has become increasingly significant Previously, state-owned enterprises tended to rely on a protectionist system, while private companies, primarily small and medium-sized, lacked competitiveness In contrast, foreign-invested companies possess much greater potential than state-owned enterprises, particularly in terms of financial resources, technology, human resources, and experience.
En raison de l'impact des politiques économiques, des lois de l'État.
Prévisions de l'évolution de l'environnement des affaires et l'orientation de développement de la SARL de construction Truc Minh Chau
de développement de la SARL de construction Truc Minh Chau 3.2.1 Prévision du développement de l'industrie de la construction au Vietnam dans le futur.
Vietnam's accession to the WTO marks a significant turning point in its integration into the global economy This membership encourages businesses to maximize their potential and strengthen their market position It is expected to attract more foreign investments and create essential conditions for rapid economic development, leading to increased demand for construction, infrastructure, and building materials Additionally, joining the WTO facilitates access to new markets and improves living standards, making infrastructure development crucial Furthermore, it enhances cooperation among businesses by helping them identify suitable partners and quality raw material suppliers at competitive prices.
Opportunities in the construction industry are set to rise significantly in the coming years, driven by government policies and projects focused on building roads, airports, and bridges, particularly in the Central and Southern regions With the economy's growth rate and urban development accelerating, the demand for construction is expected to double in the near future As a result, companies in this sector, such as Minh Chau Construction LLC, will have substantial growth opportunities To capitalize on this potential, it is essential for the company to identify new clients and establish relationships with firms involved in construction projects, thereby enhancing its competitiveness and market presence.
3.2.2 Orientation du développement de la SARL de construction Truc Minh Chau dans l'avenir À l'heure actuelle, il y a de nombreuses entreprises qui produisent et fournissent des produits de construction partout dans le pays La concurrence est assez élevée, les enjeux pour tous ceux qui concernent, les entreprises de construction en général et la
SARL de construction Truc Minh Chau en particulier, sont de trouver une mesure pour le développement durable et pour ne pas être éliminé par la loi de concurrence.
In response to industry development trends and its own capabilities, Truc Minh Chau Construction LLC has outlined its primary objectives for 2018 and the following years The main focus is to enhance operational efficiency, fulfill the 2018 business plan, improve employee welfare, and boost the company's competitiveness To achieve these goals, the company aims to strengthen its competitive advantages and address existing weaknesses.
Concentrer les ressources humaines pour les activités de recherche en marketing et de vente, exploiter au fur et à mesure de faỗon profondeur le marchộ et surtout les marchés étrangers.
Enhancing the professional qualifications and skills of the management team and qualified workers is essential for mastering machinery, science, and technology This continuous improvement process ultimately leads to higher product quality.
Avoir une communication à grande échelle, promouvoir l'esprit de solidarité dans le processus de production au but de dépasser le plan d'affaires visé.
Suggestions pour améliorer la compétitivité de la SARL de construction Truc
3.3.1 Solutions pour améliorer la compétitivité de source (compétitivité non- marketing) de la SARL de construction Truc Minh Chau
3.3.1.1 Augmenter la position financière de l'entreprise
The survey results indicate that financial constraints limit investment opportunities To enhance the company's competitiveness, management must prioritize capital mobilization for strategic investments Proposed solutions include improving financial standing by securing funds from banks, business partners, and individuals, while collaborating with these entities to boost product quality and market competitiveness Additionally, the company should invest more in factory equipment and increase its equity by utilizing flexible capital from temporarily unused funds.
To enhance her financial situation over the next three years, she should aim for a 30% increase in the current capital, ensuring that the owner's equity constitutes approximately 40% of the company's total capital.
3.3.1.2 Améliorer la capacité de gestion, de leadership
Renforcer la capacité de gestion d'entreprise et de gestion stratégique.
The company should regularly train its managers and align the workforce with their training It is essential for administrators to enhance employees' sense of responsibility Improving interdepartmental coordination through the implementation of internal information networks is crucial for better management understanding of the company's situation In the leadership process, managers often juggle multiple tasks, which can hinder effective decision-making Therefore, the company should increase staffing in under-resourced areas, logically allocate human resources, and alleviate the stress on leaders caused by workload overload.
According to surveys, human resources is a crucial competency that organizations prioritize While personnel strategy has seen success, I would like to propose several ideas to enhance the competitiveness of current and future human resources, as well as to unlock the full potential of employees who may feel disengaged due to limitations and other challenges These ideas aim to foster a more engaged and productive workforce.
Improving recruitment standards is essential to ensure high-quality new hires Additionally, to meet the demands of technological innovation, it is crucial to encourage employees to continually learn and enhance their skills.
- Il faut avoir plus d'attention à la vie des employés en terme matériel et spirituel.
To engage employees and maximize their potential, it is essential to encourage them and accurately assess their skills Companies should focus on aligning compensation with individual capabilities and performance This approach motivates employees to enhance their qualifications and skills, leading to high-quality and efficient work, ultimately boosting the company's productivity.
To enhance managerial and professional skills among executives, it is essential to establish a supportive environment This can be achieved by regularly organizing in-house training sessions and offering competitive compensation Additionally, fostering creativity and maximizing employee potential are crucial for overall organizational growth.
Establishing rules within the company is essential to ensure transparency and rationality among employees and clients, fostering a culture of awareness and positive attitude Continuous improvement should be integrated into this management system to enhance overall effectiveness.
To ensure compliance with regulations and improve production processes, management should actively monitor and supervise employees in each department to identify deficiencies and address any issues Simultaneously, fostering a transparent business environment that promotes solidarity and encourages mutual learning will contribute to the creation of high-quality products and services.
3.3.1.4 Mettre l'accent sur la recherche et le développement pour produire des produits plus avancés que les précédents
National competitors provide a wide range of construction equipment and diverse products that appeal to a broad customer base, resulting in a high market share In contrast, Truc Minh Chau Construction LLC offers only a limited selection of common products, leaving customers with fewer choices Therefore, it is essential to invest in research and development to create new products and enhance market competitiveness.
3.3.1.5 Réorganiser dans l’entreprise, favoriser les processus de production afin de réduire les cỏts et d’augmenter l'efficacité de la production
To enhance the implementation of production and management systems, it is crucial to reduce risks, minimize the rate of poor-quality products, and lower expenses Effectively leveraging information technology and promoting e-commerce can significantly improve production and business efficiency Companies should strengthen their relationships with producers, raw material suppliers, and scientific research institutions to effectively organize the supply chain from raw material production to efficient manufacturing processes This approach will contribute to improving the company's competitiveness and the quality of its products in the context of international economic integration.
3.3.2 Propositions pour améliorer la compétitivité exposée (compétitivité du marketing) de la SARL de construction Truc Minh Chau
3.3.2.1 Augmenter la promotion de la marque
Faisant face à la pression de concurrence actuelle, pour survivre et se développer, l'entreprise doit non seulement fidéliser ses clients, mais aussi attirer plus de clients.
To effectively promote its brand, the company must engage customers in a way that encourages brand recognition and drives product purchases The initial sale is crucial, as it influences the customer's decision to make future purchases Regular sales and repeat transactions will enhance customer trust and loyalty towards the brand Despite the brand's presence in various provinces, it remains relatively unknown in Vietnam Therefore, to boost its competitiveness, the company should invest more in marketing efforts.
L'entreprise devrait utiliser des outils de marketing direct pour établir des relations avec les clients, telles que l'envoi de catalogue, de courriers, le marketing téléphonique
Leveraging customer service to promote a company's brand is essential for attracting and retaining customers, setting the business apart and enhancing brand loyalty When executed effectively, this strategy can create a sustainable competitive advantage.
3.3.2.2 Expansion du réseau de distribution
The expansion of a company's product market is crucial for its development A broad distribution network and strong brand recognition among customers can significantly boost revenue Here are some effective strategies to enhance the distribution network.
The company should first maintain its direct and indirect distribution channels, understand market demand, and manage its sources of goods It should then sell products through economic units with financial strengths in the regions where construction projects are located.
Concentrer sur la distribution de produits à travers un certain nombre de points focaux clés afin de faciliter l'approvisionnement et l’encaissement de l'argent.