Luận văn thạc sĩ quản trị kinh doanh quốc tế MBA (284)

GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM BUSINESS STRATEGY OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY HUD8 (HUD8) IN THE STAGE OF 2011 – 2015 Nguyen Van Tiem Phung Ngoc Tu Tran Dang Kien Phung Quoc An Class: GaMBA01.X0810 H A N O I MBA GRADUATION THESIS OF GROUP 12 1 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM GRIGGS UNIVERSITY GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM BUSINESS STRATEGY OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY HUD8 (HUD8) IN THE STAGE OF 2011 – 2015 Group Number: 12 Student’s name: Nguyen Van Tiem Phung Ngoc Tu Tran Dang Kien Phung Quoc An HA NOI 2011 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM ACKNOWLEDGEMENT We would like to thank guiding teachers who helped us to research the theory and analyze business environment of Housing and Urban Investment and Development Joint Stock Company HUD8 (HUD8) and give out business strategic methods On the basis of analyzing, we dreadlessly proposed the choice of business strategy for HUD8 in the next years, our group stated some solutions on both macroscopic and microcosmic aspects The solutions show necessary orientations that need to be changed and improved in order to implement business strategy of the Company However, due to the limited time and qualification, this graduation thesis can not avoid mistakes We hope to receive the contributions from teachers to improve the thesis We respectly thank teachers for helping us to finish this thiesis Hanoi, December 2011 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM TABLE OF CONTENTS GRIGGS UNIVERSITY GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM BUSINESS STRATEGY OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY HUD8 (HUD8) IN THE STAGE OF 2011 – 2015 Group Number: 12 Student’s name: Nguyen Van Tiem HA NOI 2011 ACKNOWLEDGEMENT .3 TABLE OF CONTENTS LIST OF FIGURES .10 INTRODUCTION 11 General environment, content of the thesis 11 Researching objects and scale .11 Researching method 12 Layout of the thesis .12 CHAPTER 13 BASIC THEORY ON CONSTRUCTING STRATEGY FOR ENTERPRISE 13 Mission and main targets .13 Strategy constructing process 13 Analyzing external environment 14 3.1 Analyzing macroscopic environment 14 3.2 Analyzing environment of business line 15 Analyzing environment inside the enterprise .18 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 4.1 Resource 18 4.2 Financial capacity 18 4.3 Enterprise administration .18 Selecting business strategy method .18 5.1 SWOT matrix .18 5.2 Setting up QSPM matrix 20 5.2 Constructing total table of internal – external factors 21 5.3 Selecting business strategy 22 CHAPTER 23 ANALYZING BUSINESS ENVIRONMENT OF HOUSING AND URBAN INVESTMENT AND DEVELOPMENT JOINT STOCK COMPANY HUD8 (HUD8) 23 INTRODUCTION ABOUT THE ENTERPRISE .23 1.1 Production and business fields .23 1.2 Organization structure of the Company 24 1.3 Features of business activities 25 1.4 Visibility 25 ANALYZING EXTERNAL ENVIRONMENT OF HUD8 26 2.1 Analyzing macroscopic environment: Analyzing the influences of environment to HUD according to groups of factors .26 2.2 Analyzing line environment of HUD8 according to the model of competition forces Michael Porter 38 2.3 Competitive Profile Matrix (CPM) .51 ANALYSIS OF INTERNAL ENVIRONMENT OF HUD8 54 3.1 Analysis of Strong points and weak points of HUD8 54 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 3.2 Evaluation of internal environment of HUD8 59 CHAPTER 63 SELECTION OF BUSINESS STRATEGY OF HUD8 63 IN PERIOD OF 2011 - 2015 63 TARGETS OF HUD8 IN PERIOD OF 2011 - 2015 63 1.1 Missions of HUD8 .63 1.2 5-year economic target in period of 2011 - 2015 63 1.3 Structure of business lines: 63 1.4 Main tasks: 64 STRATEGIC SOLUTIONS OF HUD8 IN PERIOD OF 2011 - 2015 65 2.1 Analysis of SWOT matrix for HUD8 65 2.2 The QSPM matrix 70 2.3 HUD8’s strategy selection in the 2011-2015 period .75 2.2 Analysis I.E matrix for HUD8 .76 2.3 Blue Ocean Strategy 77 2.4 Strategy selection of HUD8 in period of 2011- 2015 77 STRATEGIC SOLUTIONS FOR PERIOD OF 2011 - 2015 78 3.1 Solutions of market: .78 3.2 Solution of enterprise organization: .79 3.3 Solution of investment: 80 3.4 Solution of finance: 81 3.5 Solution of product quality management .81 3.6 Solution of building and developing human resource 83 CONCLUSION .84 REFERENCE 85 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM LIST OF TABLES Table 12: SWOT matrix .19 Table 12: SWOT matrix .19 Table 1.3: (I.E matrix) 21 Table 4:5 Overview of Vietnam economy 29 Table 4:5 Overview of Vietnam economy 29 Table 2.67: Credit sections .30 Table 2.67: Credit sections .30 Table 89: Gold market .32 Table 89: Gold market .32 Table 1011: Population in 2009 according to local area .34 Table 1011: Population in 2009 according to local area .34 Table 2.12: EFE Matrix 36 Table 1314: Synthesizing advantages of HUD8 in comparison 41 Table 1314: Synthesizing advantages of HUD8 in comparison 41 Table 2.15: Competition image matrix 45 Table 2.1617: Intensity of kinds of pressure .49 Table 2.1617: Intensity of kinds of pressure .49 Table 1819: Collection of opportunities and challenges 49 Table 1819: Collection of opportunities and challenges 49 Table 2.20: Competition image matrix 51 Table 2.21: EFE Matrix 52 Table 2.2223: Cash balance and bank deposit 55 Table 2.2223: Cash balance and bank deposit 55 Table 2.2425: Basic financial targets .56 Table 2.2425: Basic financial targets .56 Table 2627: Solvency of HUD8 56 Table 2627: Solvency of HUD8 56 Table 2.2829: A number of typical projects of HUD8 57 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM Table 2.2829: A number of typical projects of HUD8 57 Table 2.3031: Summary of Strong points and weak points of HUD8 59 Table 2.3031: Summary of Strong points and weak points of HUD8 59 Table 2.3233: IFE Matrix .61 Table 2.3233: IFE Matrix .61 Table 3.3435: Economic expenditure for years of 2011 - 2015 63 Table 3.3435: Economic expenditure for years of 2011 - 2015 63 Table 3637: SWOT Matrix 65 Table 3637: SWOT Matrix 65 Table 3.38: The QSPM matrix for SO strategy group 70 Table 3.39: The QSPM matrix of ST strategy group 72 Table 3.40: The QSPM matrix of WO strategy group 73 Table 3.41: The QSPM matrix of WT strategy group 74 Table 3.42: I.E Matrix 76 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM LIST OF FIGURES Figure 1.1: Model of five competition forces of M Porter 16 Figure 2.2: Diagram of organization structure and management mechanism of HUD8 24 Figure 2.3: Stock market 30 Figure 2.4: Population density of Vietnam in comparison with .35 Figure 2.5:Population density in Hanoi and Ho Chi Minh city 35 Figure 2.6: Equity structure of HUD8 54 Figure 3.7: Blue Ocean Strategy 77 MBA GRADUATION THESIS OF GROUP 12 10 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM Internal factors Financial capacity Good ability of mobilizing capital 3 12 16 from external resources High value of projects Product quality Good relationship with State 3 3 12 12 3 12 9 agencies Good relationship with stable 3 12 suppliers Capacity and vision leaders Qualified and experienced staff 3 12 12 Stable Political environment Policy to encourage investment of the Government Increasingly healthy market Preferential Policy for low-paid housing projects Opportunity to coordinate from 16 12 12 3 12 16 9 12 12 12 12 16 12 12 External factors international economics integration trend Other instable investment channels that attracts cash flow for real estate market Increasing population and urbanization speed Mechanical transformation of the population to urban area Application of new technologies into construction The total 4 185 191 The SO strategy group includes two main strategies: The market expansion and development strategy and Product Centralization strategy Through the QSPM matrix of SO group, it is seen that Product Centralisation strategy is selected with MBA GRADUATION THESIS OF GROUP 12 71 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM the total score of 191, higher than that of the market expansion and development strategy (185 scores) This strategy is more attractive because customer segmentation of this market is currently highly big and really has demand of housing Table 3.39: The QSPM matrix of ST strategy group Alternative strategies Product Technology Key factors Weight Differentiation AS Strategy TAS Improving AS Strategy TAS Internal factors Financial capacity Good ability of mobilizing capital 3 12 16 from external resources High value of projects Quality products Good relation with State agencies Good relation with stable suppliers Capacity and vision leaders Qualified and experienced staff 3 3 4 3 4 16 12 9 12 12 3 3 9 9 3 2 6 8 External Factors Mechanism of land fund management more puritan Financial and currency market instable Competitive pressure with foreign enterprises 2 108 The total 91 The ST strategy group includes two main strategies: Product Differentiation Strategy and Technology Improving one Through the QSPM matrix of ST group, it is seen that Product Differentiation Strategy is selected with the total score of 108, higher than that of Technology Improving Strategy (91 scores) This strategy is MBA GRADUATION THESIS OF GROUP 12 72 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM more attractive because HUD8 now has advantages of customer service, especially after-sales service from HUD corporation The issue of assuring social security is the one that is not really concerned by many investors resulting in conflicts between customers and investor in the process of using products Table 3.40: The QSPM matrix of WO strategy group Alternative strategies Brand Advertising Corporate Culture Key factors Weight and Development Development Strategy AS TAS Strategy AS TAS 3 4 resource Existence of situation “brain 6 drain” Business and production activity 6 4 3 Political environment stable Policy to encourage investment of the Government The market is increasingly healthier Preferential Policy for low-paid housing projects Opportunity to coordinate from 2 2 6 12 12 12 12 12 Internal factors Non-policy on building and developing long-term human dependent on State capital management mechanism Weak marketing Exteral factors international economic integration trend Other investment channels instable that attracts cash flow for real estate MBA GRADUATION THESIS OF GROUP 12 73 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM market Increasing population and urbanization speed Mechanical transformation of the population to urban area Application of new technologies to construction 4 8 8 9 100 The total 95 The WO strategy group includes two main strategies: Brand Advertising and Development Strategy and Corporate Culture Development Strategy Through the QSPM matrix, it is seen that Brand Advertising and Development strategy is selected with the total score of 100, higher than that of Corporate Culture Development Strategy (95 scores) This strategy is more attractive because currently, with WTO integration process, brand of a business is very critical Table 3.41: The QSPM matrix of WT strategy group Alternative strategies Human Resources Joint-Venture Key factors Weight Strategy Strategy AS TAS AS TAS 4 2 resource Existence of situation “brain drain” Business and production activity 2 2 fund 2 2 Internal factors Non-policy on building and developing long-term human dependent on State capital management mechanism Weak marketing External factors Mechanism of land MBA GRADUATION THESIS OF GROUP 12 74 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM management more puritan Financial and currency market instable Competitive pressure with foreign enterprises 2 8 34 The total 36 The WT strategy group includes two main strategies: Human Resources Strategy and Joint- Venture Strategy Through the QSPM matrix of this group, it is seen that Joint-venture strategy is selected with the total score of 36, higher than that of Human Resources strategy (34 scores) This strategy is more attractive because competition of real estate market is very severe Taking advantages of parters is very critical Therefore, through the QSPM matrix, attractive strategies include: - Product Centralisation Strategy - Product Differentiation Strategy - Brand Advertising and Development Strategy - Joint-venture Strategy 2.3 HUD8’s strategy selection in the 2011-2015 period Through the SWOT matrix and the QSPM matrix, we formulated four most feasible strategies that HUD8 can select to implement However, with its limited financial potential and human resources like today, implementing an overall, comprehensive strategy, carrying out such many strategies in the same time is not effective Therefore, HUD8 needs to select the most effective strategy to focus all its resources into deploying and implementing Combining with analyses from the previous chapters, the author selects “Product Differentiation Strategy for HUD8 in the 2011-2015 period” Basics to select this strategy as follows: − In the situation of real estate market like today, many projects are deployed tardily, which results in losing customer’s trust and affecting pressing and necessary MBA GRADUATION THESIS OF GROUP 12 75 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM needs of the people Therefore, the progress of the project will affect customer’s decisions of selecting products − Real estate business is durable and sustainable one directly related to customer’s lives Therefore, customer services, especially after-sales service are very critical − Proving advantages of experience, customer service process is HUD8’s orientation in developing its core value in the present and in the future as well Thus, Product Differentiation Strategy is not only suitable to HUD8’s current competition position, helps HUD8 bring more benefits for its customers but also creates a sustainable competitive advantage for HUD8 2.2 Analysis I.E matrix for HUD8 From the above EFE matrix and IFE matrix: - From EFE matrix – mark on y axis of 3.09 - From IFE matrix – mark on x axis of 3,05 Table 3.42: I.E Matrix EFE point Average 3,09 Tang truong va Xay dung I II III Grow And Build Giu va Duy tri IV V VI Hold And Maintain Thu hoach Hoac VII VIII IX Harvest 3.05 Or Divert High Average Chuyen huong Low IFE point In accordance with IE matrix, HUD8 has cross point at I box Thus, HUD8 MBA GRADUATION THESIS OF GROUP 12 76 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM should apply growth strategy 2.3 Blue Ocean Strategy Blue ocean strategy enables us to look at and evaluate the large market, essentially raises the value associated with convenience (Rich product, synchronous project, after-sales service and quick implementation progres), lower price and lower costs (cut of advertising cost, non-promotion of the brand, project location far from the center) We should reset the value factor Application of blue ocean strategy for HUD8 on thereal estate market in the period 2011 to 2015 as follow: Figure 3.7: Blue Ocean Strategy 2.4 Strategy selection of HUD8 in period of 2011- 2015 Combine the above matrixes, SWOT and IE; the group selects business strategies for HUD8 that is SO strategy group: Take advantage of the strong points to exploit opportunities to achieve targets in the period of 2011 - 2015: MBA GRADUATION THESIS OF GROUP 12 77 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM  Maximize the advantage of prestige brands of HUD8, seize opportunities, and promote investment in new projects to expand area, develop business, and create resources for sustainable growth  Promote the advantages of experience, process of customer care service; this is the development orientation of the core values of HUD8 currently and in the future  Promote the collective intelligence, creativity of staff; improve professional background, promote application of new technology to manufacturing, innovate approach method to customers in order to maximize products’ value, maximize business efficiency STRATEGIC SOLUTIONS FOR PERIOD OF 2011 - 2015 3.1 Solutions of market: - “Market solution" includes: research, develop and organize programs on market impact of a particular product, apprise its performance, design and implement advertisement and so on and then create a brand having stand on the market - The real estate market at the end of 2011 continues to have difficulties, and still has a lot of challenges in 2012 In order to survive and develop, HUD8 is required to have strategies and solutions as per market trends Through training programs, consultancy in 2011 for the real estate business, as well as survey results on "implementation status of marketing and sales in real estate projects" of the enterprises in the industry in the past; HUD8 finds that a lot of real estate companies is passive in the strategic and implementation direction of communication activities, sales activities for the business goals and brand For example, there is no communication strategy for each target customer group, no long-term solution to maintain and develop the brand, no effective marketing for sales, no methodical selling implementation solution, difficulties in making business planning and effective marketing, as well as improving customer service and so on Therefore, in order to develop the MBA GRADUATION THESIS OF GROUP 12 78 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM market; HUD8 focuses on developing and completing the following processes: + To improve business processes and exploit investment, develop projects of housing, urban and engineering infrastructure from the advertisement and products introduction period to period of handing over and putting into service + Develop and improve services from inside, from which to build a staff to doing business who understands policies of the State and the market situation, ensure quick grasp of fluctuations in the market to take measures to adjust their business plans timely and soundly + Develop process of after-sale service, offer outstanding value to customers Listen to and take care of customers, meet demand on production and business of the Company, have Strong points to enhance the brand, ensure the effectiveness of the project 3.2 Solution of enterprise organization: - Develop and complete the organizational structure of personnel to fit new production and business model of the company Restructure capital of the HUD8 Company to promote the strength of the Group Complete and develop decentralization and management regulation to continuously improve all aspects of the management and promote highly self-creation capital of the company - Build and develop human resource, train awareness for all staffs of the functional parts of the company and apply the quality management system according to ISO 9001 - 2000 standard to all aspects of the organization aiming to improve the efficiency of production and business activities - Enhance staffs for after-sales service and after sales service Capture and analyze customer information fast and accurately to offer solutions for serving customers effectively and quality MBA GRADUATION THESIS OF GROUP 12 79 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 3.3 - Solution of investment: Method of managing real estate and sales effectively In Ho Chi Minh City, the program deepens from the sales planning and policy development for real estate and sales, construction and development of real estate sales team, management and development of trading system effectively, to plan for visiting customers and preparation steps, as notes in the promotion program, management of business results effectively - The effective business planning and marketing for real estate of HUD8 Be held annually, to introduce and share to enterprises business planning and marketing accordingly, to create optimal results for the enterprises in the industry, to help enterprises be more active against difficulties and challenges in 2012 - Marketing solution for real estate projects, HUD8 pays special attention to and find new solutions for Marketing helping HUD8 more active in the market situation of 2011 and 2012 with difficulties - Develop and expand the market and promote to look for projects in Hanoi city, Ho Chi Minh City and the neighboring provinces such as Lao Cai, Hung Yen, Vinh Phuc, etc Research, develop and invest in improving services and building materials - Invest and coordinate with business units having strength in searching and finding projects, capable of business fund and so on to implement an investment in project most effectively - Invest in renovation and modernization of technological equipment, management facilities, especially information technology for ensuring the fastest access to the newly scientific and technologic achievements - Strengthen support of the Group to the development of new projects to take advantage and promote available Strong points and experiences of departments, divisions of the company MBA GRADUATION THESIS OF GROUP 12 80 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 3.4 - Solution of finance: Promote and use corporate funds effectively and build effective capital management solutions to meet the demand of using capital for projects Form management regulations and declare expenditures for advertising, marketing, promotion, and expenses for communication, conferences, transaction, foreign affairs, etc - Establish the financial investment council of HUD8 Company; decentralize the Management Board and CEO to ensure effective and time of the financial investment - Develop plan for raising capital (increasing charter capital, issuing convertible bonds, ) to ensure funds for investment and business activities of HUD8 Work with financial or credit organizations to finance capital for implementation of investment in projects in real estate, industrial parks of HUD8 - Establish Debt Collection Board to finish withdrawing debt of the customers in the projects, to ensure funds for the activities of the company 3.5 - Solution of product quality management Model of service quality management has basically three types: Model of communication, the model of satisfaction level of consumers and the product model - Communication model: In recent years, a number of scholars of business and management think that: The central issue in the direct service activity is the communication between the customers and service staff Therefore, managers should base on communication theory to analyze the service, design direction and management of the direct service to improve the quality of service - Model of satisfaction level of the customers: This model emphasizes the subjective perception of the customers on quality of service In this model, relation between service nature and service quality in customer service is not MBA GRADUATION THESIS OF GROUP 12 81 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM fully simple and mechanical That the customers continue to purchase products of the company, coordinate with service staff, propaganda the company depends on the subjective perception of the customer on service process and service results The subjective perception of the customers and their personality are associated with the service time and service case This requires management staff should not only pay attention to the service process and service results but also to understand the customers‘ conception and the psychological, social and environmental factors having influence on communication between the customers and service staff during serving - Product Model: Features of the service requires service managers to define service quality standard, to choose inputs and technology used to produce the product model as per the quality requirements with the lowest price Product model is a model of quality management fairly valued today - Ensure the regulations on quality control process of the construction projects Promulgate regulations on management of construction quality and design management Organize and monitor closely construction and installation of works and projects - Strengthen supervision and management of contractors having appropriate manner of execution to promote schedule to ensure completion of objectives according to work progress Select contractors having capacity and experience and participating in work construction - Strengthen the direction and supervision of the investor and the relationship between the management, supervising consultant, design unit and construction unit to speed up and improve work quality Organize good management of the master plan at the site to improve the quality, work progress and effectiveness of the project Develop measures and regulations on the labor protection and occupational health and safety of the construction and installation units in the works and projects invested by the company MBA GRADUATION THESIS OF GROUP 12 82 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 3.6 Solution of building and developing human resource - Regularly organize to communicate with the member units inside and outside of the Group Designate staff to training and retrain staff of the functional departments of the company Especially train key staff and subordinate staff on knowledge of corporate governance, economic management, business accounting, foreign languages and so on to fit the way of self-control, selfresponsibility in the new situation of the company - Raise the spirit of "Dare to think, Dare to do, dare to be responsible." Form industrial and modern working style for all employees in the company; make sure to comply with quality management standard in accordance with ISO 9001-2000 - Strengthen and develop services within the company Develop policy of treatment, encourage for all officials and employees appointed to be tutored and trained Perform task of tutoring and training staff, engineers, economic bachelors, professional and technical workers in home well, constantly communicate and learn from member companies in the group - Strengthen and re-arrange workers as per the work in accordance with the capacity and level of work; make plan for training, take into account of handling work force without skill and not as per job requirements MBA GRADUATION THESIS OF GROUP 12 83 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM CONCLUSION In the industrial era, global integration, the companies often have to compete fiercely to maintain profit growth and development, which requires enterprises to promote their core competencies, build their own strategy for sustainable development A good strategy shall help managers and staff to aware of action solution and to bring success to the enterprise In contrast, an organization that has no strategy is like a ship without captain and it might cause enormous waste of time and resources During process of topic, Group 12 with the knowledge learned in training programs in general and Strategic Management subject in particular wishes to contribute to building development strategy of the HUD8 Company to become an enterprise with its own identity, difference, and creating value for Enterprises and Society We would like to give our thanks for precious assistance of our teachers, program, thank for attention of the leaders of HUD8 Company helping us to complete this topic With limited knowledge and little experience, so the above topic of group 12 shall still remain certain mistakes, we are looking forward to receiving the teachers’ and your comments Thank you very much./ MBA GRADUATION THESIS OF GROUP 12 84 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM REFERENCE Vietnamese: Le The gioi - Nguyen Thanh Liem - Tran Huu Hai (2007), Quan tri Chien luoc (Strategic Management) , Thong Ke Publisher, Ha Noi Vu Trong Khai (Chief author), Lam Ngoc Diep (1996), To chuc va quan tri cong ty (Company organization and administration), Thong Ke Publisher, Ha Noi Reports of CB Richard Ellis Company (Year of 2011) Report on SJS the South Securities Joint Stock Company (2011) Website of HUD8: www.HUD8.com.vn Website of General Statistic Office: http://www.gso.gov.vn English: Chandler, A (1962), Strategy and Structure Cambrige, Massachusetts MIT Press Charles, Hill and Garth, Jone (1995), Strategic Management, Washington J David Hunger & Thomas L.Wheelen (2001), Essentials of Strategic management M.E Porter (1980), Competitive Strategy, Free Press New York MBA GRADUATION THESIS OF GROUP 12 85 ... CONCLUSION .84 REFERENCE 85 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED... the thesis We respectly thank teachers for helping us to finish this thiesis Hanoi, December 2011 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM TABLE... Analyzing environment of business line 15 Analyzing environment inside the enterprise .18 MBA GRADUATION THESIS OF GROUP 12 GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM 4.1