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GRIGGS UNIVERSITY GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION CAPSTONE PROJECT REPORT BUILDING BUSINESS STRATEGIES FOR SOUTHERN HA TINH SEAFOOD IMPORT-EXPORT JOINT STOCK COMPANY BY 2015 Group – Class: GaMBA 01.V02 Group members: Trần Như Long Hà Văn Trà Lưu Quang Cần Trần Hoài Đức NGHE AN, 2010 TABLE OF CONTENTS ACKNOWLEDGEMENT .i Testimonial of Southern Ha Tinh Seafood Import-export Joint Stock Company ii List of symbols and abbreviation iii List of tables, diagrams, figures iv INTRODUCTION 1 Reason for topic choice Study targets Study scope Study method CHAPTER I THEORY BASIS FOR BUILDING BUSINESS STRATEGY 1.1 Basic problems of business strategy 1.1.1 Definition of business strategy 1.1.2 The role of business strategy 1.1.3 Administration process of business strategy 1.2 Related definitions 1.2.1 Vision 1.2.2 Mission 1.2.3 Targets 1.3 Study external environment of enterprise .6 1.3.1 Macro-environment 1.3.2 Micro-environment 1.4 Study internal environment of enterprise 12 1.5 Strategy definition .13 1.5.1 Steps for strategy definition 14 1.5.2 Analysis tools 14 1.6 Methods to implement strategies 16 CHAPTER II ANALYSIS OF BUSINESS ENVIRONMENT AND REALITY IN SOUTHERN HA TINH SEAFOOD IMPORT-EXPORT JOINT STOCK COMPANY 17 2.1 General introduction of Southern Ha Tinh Seafood Joint stock company 17 2.1.1 General information .17 2.1.2 Development history .17 2.1.3 Trading sectors: 18 2.2 Analysis of external environment of the enterprise 18 2.2.1 Macro environment - PESTE 18 2.2.2 Micro-environment – sector competition 24 2.3 Analysis of internal environment of Shatico: .32 2.3.1 Analyze human resource and management capacity .32 2.3.2 Financial analysis of company .35 2.3.3 Analysis of company’s infrastructure 38 2.3.4 Export form and products .39 2.3.5 Marketing task 42 3.1 Strategy orientation .45 3.1.1 Vision 45 3.1.2 Mission 45 3.1.3 Essential values 45 3.1.4 Define strategic targets 45 3.2 Analysis and choice of business strategy 46 3.2.1 Analysis of strategic position: .46 3.2.2 Analysis of SWOT model to suggest for functional strategies: 49 3.2.3 Choice of business strategy 55 3.2.4 Analysis of strategic alternatives: 55 3.3 Solutions to implement strategy 56 3.3.1 Management task 56 3.3.2 Solutions of human resource 59 3.3.3 Solutions of infrastructure, equipments and machines 60 3.3.4 Solutions of material sources 60 3.3.5 Financial solutions .61 3.3.6 Solutions of marketing and sale 62 3.3.7 Solution of study and development 63 3.3.8 Solutions of informatics technology 64 3.4 Implementation of solutions 64 3.4.1 Implementation route of solutions 64 3.4.2 Budget and expected results 64 CHAPTER IV CONCLUSION AND RECOMMENDATION 77 4.1 Conclusion 77 4.2 Recommendation 77 REFERENCES 78 APPENDIX 79 ACKNOWLEDGEMENT The topic “building business strategies for Southern Ha Tinh Seafood Import-export Joint Stock Company” is studied and built up by Group of GaMBA01.V02 Class based on collected information in the company and other related publicized materials as well as based on learned theories of analysis tools and methods in Global Advanced Master of Business Administration (GaMBA) organized by Griggs University of the US (GU) coordinated with Centre for technology and Career System – Ha Noi National University (ETC-VNU) We have tried our best to apply learned knowledge into reality of company in a flexible way Due to limited time and large study scope, then Group’s topic can have some mistakes in implementation process; we are looking forward to receiving suggestions from the program, lecturers, leaders and employees of Southern Ha Tinh Seafood Import-export Joint Stock Company to supplement and improve this strategy and apply into reality to make company developed We would like to show our gratitude to teachers and leading board of Southern Ha Tinh Seafood Import-export Joint Stock Company who have created good condition for us to fulfill this topic Nghe An, 10/2010 Group – Class: GaMBA01.V02 i Testimonial of Southern Ha Tinh Seafood Import-export Joint Stock Company SOUTHERN HA TINH SEAFOOD IMPORT EXPORT JOINT STOCK COMPANY (SHATICO) TEL: 0393.868333/868309 Email: shaticof.45@gmail.com Fax: 0393.868308 Website: http://www.shatico.vn TESTIMONIAL Via working and studying report on “business strategy for Southern Ha Tinh seafood import export joint stock company by 2015” prepared by Group of GaMBAV02, we have some following comments: - Working awareness of the group During working time at the company, we have realized that the group has earnest and serious working awareness; apart from main activities of the group including collecting data, visiting, considering production process…the group also gets consultancy from leader, cadres, workers of the company on activities in management, material collection, production and sale, after-sale policies, training, payment policy, especially expectation and ideas of each individual to construct and develop company - Report quality This report is written based on data and information provided by us as well as documents, policies and information directly related to the company After studying and listening to the presentation of final report, we have realized that reality assessments and analysis are very thorough and practical Solutions that group recommends are really useful for company’s development Finally, we want to show our gratitude to the group which has recommended solutions for business development of the company We will study such solutions to apply into reality of production and business activities We also wish to show our gratitude to the course on Global Executive Master of Business administration organized by Griggs University coordinated with Centre for Technology and Career System – Ha Noi National University that has equipped learners with knowledge to support company in finding out such realistic and useful solutions Best regards./ Ha Tinh, 08/10/2010 DIRECTOR Nguyễn Mạnh Tường ii List of symbols and abbreviation - CA: Competitive Advantage of enterprise - EU: Europe Union - ES: Environment Stability) - FS: Financials Strengths - GDP: Gross Domestic Product - HACCP: Hazard Analysis and Critical Control Point System - ISO: International Organization For Standardization - IS: Internal Strengths - QC: Quality Control - R: Revenue - UBND: People’s Committee - VASEP: (Vietnam Association of Seafood exporters and producers) - WTO (World Trade Organization) iii List of tables, diagrams, figures No 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Tables, diagrams, figures Diagram 1.1: Comprehensive strategy administration process Figure 1.2: Five- competitive force model of M.Porter Table 1.3: Table of opportunities and threats (OT) Table 1.4: Table of strengths and weaknesses of enterprise (SW) Figure 1.5: Matrix for strategic position of enterprise Table 1.6: Table of SWOT matrix Table 2.1: Table of opportunities and threats (OT) for Shatico Table 2.2: Matrix for external evaluation factor Diagram 2.3: Organizational structure of Shatico Table 2.4: Production process in Shatico Table 2.5: Financial norms of Shatico Table 2.6: Compare some norms with Vietnamese seafood sector Table 2.7: Growth rate of Shatico Table 2.8: Density of markets of Shatico Table 2.9: Density of company’s products Table 2.10: Table of strengths and weaknesses (ST) of Shatico Table 2.11: Matrix for internal evaluation factor Figure 3.1: IE matrix of Shatico Table 3.2: Table of factors assessment of SPACE matrix Figure 3.3: Matrix for strategic position of Shatico Table 3.4: Analysis table of SWOT Table 3.5: Allocation of implementation time Table 3.6: Expected results and budget Page 12 13 15 16 30 31 33 34 35 36 39 40 41 43 44 46 47 48 50 65 70 iv Global advanced Master of Business Administration INTRODUCTION Reason for topic choice In the background of Vietnamese economic integration into global economy, any enterprise which expects to exist and develop then must build up a suitable business strategy Exporting seafood is one of Vietnamese advantages; In 2009, seafood export of the whole country has brought Viet Nam more than billion USD which make Viet Nam be in one of ten leading nations of seafood export in the world; Vietnamese seafood has been in 130 nations of the world including choosy markets such as the US, EU and Japan Southern Ha tinh Seafood import export Joint Stock Company (Shatico) is one of enterprises of exporting seafood in the Central of Viet Nam; with the expectation to build up a sustainable business strategy for Shatico, together with learned knowledge in Global Master Executive of Business Administration of Griggs University, Group of MBA01.V02 Class has chose the following graduated topic: “Build up business strategies for Southern Ha Tinh Seafood import-export Joint Stock Company by 2015” Study targets With study and assessment on situation of Vietnamese seafood import export market, studies and analysis of internal and external factors, we can build up business strategy for Shatico to support sustainable development of the company as well as raise position of company in the seafood export market which contributes to raise export turnover of Viet Nam Study scope This report will study information and data on operational situation of Ha tinh Seafood import export Joint Stock Company in domestic and foreign business Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 -1- Global advanced Master of Business Administration environment to make proposals of development strategies for enterprise during 2010-2015 Study method We have used qualitative study methods based on analysis and synthesis of secondary and primary data from many different resources, via interview with experts and group discussion Specific: - The approaches: The capstone uses integrated approaches such as the particular approach, historical approach and qualitative approach - Method of data analysis: the capstone uses statistical methods of description, analysis and synthesis to evaluate business performance of Shatico - Analysis tool: we use EFE , IFE, IE, SPACE, SWOT matrix to analysis - Sources of information: we use secondary information from newspapers, the Internet and reports from Shatico Topic structure: this topic including the following main parts: - CHAPTER I THEORY BASIS FOR BUILDING BUSINESS STRATEGY - CHAPTER II ANALYSIS OF BUSINESS ENVIRONMENT AND REALITY IN SOUTHERN HA TINH SEAFOOD IMPORT-EXPORT JOINT STOCK COMPANY - CHAPTER III SUGGESTIONS FOR BUSINESS STRATEGIES - CHAPTER IV CONCLUSION AND RECOMMENDATION Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 -2- Global advanced Master of Business Administration CHAPTER I THEORY BASIS FOR BUILDING BUSINESS STRATEGY 1.1 Basic problems of business strategy 1.1.1 Definition of business strategy There are many viewpoints on business strategy according to different groups of viewpoints; there is the viewpoint to consider business strategy as an art including Alain Threlart and Micheal Porter Alain Threlart supposed that “Strategy is the art that enterprise uses to be against competition and win”; and M.Porter considered “Strategy is the art to build up competitive advantage for defense” There are also viewpoints which consider strategy as a form of plan, including scholars: G.Arlleret, D.Bizrell, Gluecl G.Arlleret supposed that: “Strategy is the definition of methods and medium to reach defined targets via policies” D.Bizrell and author group have defined: “strategy is general plan to lead or orient for enterprise to go to expected targets; it is also the basis for defining policies and operational tasks” Gluecl supposed that: “Strategy is the consistent, comprehensive and general plan which is designed to ensure that enterprise’s targets will be implemented” Apart from above viewpoints, there are also viewpoints of connecting consistency “business strategy is the art to coordinate with activities and control them to reach long term targets of enterprise” Chandler considered strategy as including defining long term targets of enterprise and choosing methods or process for action then allocating necessary resources and organizing implementation of such targets” Then we can understand in the most common way, “strategy is to collect basic long term targets which are defined to be suitable to vision, mission of organization and methods, medium to reach such targets in the best way then it can promote strengths, weaknesses of organizations, receive opportunities and avoid or reduce damages from threats of external environment” Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 -3- Global advanced Master of Business Administration No Solutions/implementation activities Implementation time Quarter/2011 Quarter/2012 Quarter/2013 Quarter/2014 Quarter/2015 4 4 - Apply initiatives VIII Solutions of informatics technology - Check, assess the system of equipments of informatics technology - Buy and upgrade system of information equipments - Upgrade management software to meet the demand of factory’s expansion Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 69 - Global advanced Master of Business Administration Table 3.6 – Budget and expected results No Solutions/activities Results I Solutions of management tasks Raise the effect of management standard of HACCP Appraisal resource - Disseminate about HACCP All of cadres and employees of company understand management standard of HACCP Final report of cadres and employees - Monitor and assess appliance of HACCP Monitoring and assessment are done annually Report on HACCP monitoring results - advertise certified information of HACCP Company reaches standards of HACCP which is known by all customers Annual report of customer survey Apply production standard according to ISO 9001:2008 Budget (million dong) 10 10 200 - training on new awareness of ISO Leaders and managers of company can 9001:2008 understand standards of ISO 9001:2008 Final test of training course Check system according requirements of ISO 9001:2008 to Define required adjustments Overall report of the system - Implement necessary adjustment Implement adjustments Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 70 - - report on adjustment implementation Global advanced Master of Business Administration No Solutions/activities Results Appraisal resource Budget (million dong) results - minutes to check and take over adjusted task II - Apply system of quality management - Cadres and employees fully understand according to QMS ISO 9001:2008 about ISO 9001:2008 - Tasks are done in the right order Report on implementation evaluation - Internal evaluation Appliance of ISO 9001:2008 is evaluated by company Evaluation report - Certification register Company is certified to apply ISO 9001:2008 Certification of ISO 9001:2008 - Maintain quality system of “postcertification” Appliance of ISO 9001:2008 is maintained and improved Annual Policy for supporting training is built up and promulgated, applied; within five years of implementation, there are at least two cadres studying MA of management - Training policy - annual training Solutions of human resource Construct and promulgate training support Organize short term training courses for employees Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 71 - 250 400 Global advanced Master of Business Administration No Solutions/activities - Monitor production process: III Results Appraisal resource Training course is organized within days with 50 participators Report on training results - Skills for approach and process Training course is organized within days measurement with 30 participators Report on training results - The skill to use new management Training course is organized within days tools with 25 participators Report on training results - Marketing skills Training course is organized within days with 20 participators Report on training results - Skill of sale and customers’ services Training course is organized within days with 20 participators Report on training results - personnel management skill Training course is organized within days with 20 participators Report on training results - Management skill according to target Training course is organized within days with 25 participators Report on training results Construct and promulgate policy to attract labors Policy to attract labors is constructed and promulgated Policy of labor attraction Budget (million dong) Infrastructure, machine and production equipment Expand and construct factory with capacity of 700 tons/year Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 72 - 12.000 Global advanced Master of Business Administration No Solutions/activities Results Appraisal resource - implement the task of investment preparation Investment preparation is done as defined by Report on the State investment preparation - implement construction investment The factory is constructed and completed with capacity of 700 tons/year Report on checking and taking over - Operate new production factory The factory is operated which can meet the production requirement Report on production results Build up store of 500 tons Budget (million dong) 3.000 - implement the task of investment preparation Investment preparation is done as defined by Report on the State investment preparation - implement construction investment The store is constructed and completed with capacity of 500 tons Report on results - improve to be put into operation The store is operated which can meet requirements Report on production results Survey, assess domestic material resource Material resource is analyzed and assessed concretely Report on survey results Sign contract with people to consume products Contract to provide materials is signed with people; defined material quantity occupies - signed contracts - report on annual IV Solutions of material resource Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 73 - 15 Global advanced Master of Business Administration No V Solutions/activities Appraisal resource Budget (million dong) 50% total input materials of the company materials purchasing results Instruct seafood processing techniques for people Organize annually coaching course for people with at least 50 participators Report on technical instruction results 25 Learn to know seafood material import market Supply resource of input materials is studied by company Report on the results of imported material market 50 Sign contract to buy abroad materials There have been at least 15% imported materials since 2014 Annual report Company can borrow enough capital to expand processing factory and store Loan agreement with commercial banks Solutions of financial resource Loan from commercial banks Results Debt withdrawal - Assess the age of debt and classify debt Debts are assessed and analyzed clearly object Report on debt evaluation - Promote debt withdrawal Annual financial report In the period of strategic implementation, the days of debt payment have reduced 10%/year VI Solution of marketing and sale Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 74 - 15.000 Global advanced Master of Business Administration No Solutions/activities Results Appraisal resource Set up market information group Group of market information is formed with members in different divisions Decision to establish group of market information Produce fast foods Since 2013, company must produce one more fast food product with high value Annual production report Study and improve label and packaging of products Annually there will be one improvement of sample and packaging Annual production report Develop distribution channel - Sign with foreign partners to use label of company’s products The contract to use labels and products of company with foreign partners is signed in 2013 Contract to use label of products - Sign contract with supermarkets and retailed system in Viet Nam Contract with domestic supermarkets is signed; consumption quantity occupies 10% production quantity Product consumption contract - advertisement on professional websites Products of company are advertised on websites of VASEP, VINAFIS annually Advertisement contract - Send samples to potential customers There are at least customers to send samples of new products Report on production results of new products Budget (million dong) 50 Promote advertisement Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 75 - 100 50 Global advanced Master of Business Administration No VII - Join in exhibitions Join at least one exhibition for each year Annual report Budget (million dong) 250 - Construct TV topic on company Build up a professional TV site on image and products of company for each year Annual report 100 - Promulgate policy to encourage research and development Policy to encourage and study is constructed and applied Encouragement policy - Apply initiatives One new production initiatives will be applied every year Annual report 50 In 2012, system of equipments of informatics technology will be re-assessed Report on the results of equipments checking 10 - Buy and upgrade system of information In 2013, system of equipments will be equipments upgraded to meet demand of production expansion Contract and minute to check and take over IT equipments 300 - Upgrade management software to meet the demand of factory’s expansion Contract and minute to check and take over quality 50 Solutions/activities Results Appraisal resource Solutions of research and development VIII Solutions of informatics technology - Check, assess the system of equipments of informatics technology In 2013, management software will be upgraded to meet demand of production expansion Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 76 - Global advanced Master of Business Administration CHAPTER IV CONCLUSION AND RECOMMENDATION 4.1 Conclusion Shatico is one of seafood processing and exporting enterprise in Viet nam with its own strengths and weaknesses as well as opportunities and and threats from external environment; the problems is how to make use of strengths, opportunities to reduce or avoid weaknesses and threats to bring sustainable profit for enterprise From collected information of Shatico as well as on manual book, papers, websites which have been officially publicized together with tools and methods to analyze, assess, then we have built up and completed “business strategy for Southern Ha Tinh Seafood import export joint stock company” 4.2 Recommendation Such strategy just mentions period of analysis, suggestion to choose strategy and basic solution to implement strategy; to well implement this strategy, company should continue implementing coming periods of overall strategic administration process including strategy implementation and assessment periods However, this is a firm scientific basis for company to implement the following steps With given solutions, we would like to suggest leaders of company to consider, apply to raise competitive position for enterprise, expand export market, raise revenue and profit for enterprise which contributes to raise export turnover of Viet Nam in general and seafood products in particular Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 77 - Global advanced Master of Business Administration REFERENCES - Đoàn Thị Hồng Vân, Kim Ngọc Đạt, strategic administration, statistical publishing house, Hà nội, 2010 - Griggs university, strategic administration, marketing administration, activities administration, corporate finance, human resource management, Hà nội, 2010 - Ken Blanchard and Sheldon Bowles, fan-revolutional method to serve customers (Vũ Minh Tú translate) Youth publishing house, Hồ Chí Minh city, 2006 - Group of quality consultants – INNOVA consultancy company, introduction of ISO 9001:2008, website: http://www.iso.com.vn/ - Ngọc Phương, stock of seafood sector-attractive in long term?, (posted at 09:03 on 12/06/2009 at website: http://www.stocknews.vn/ - Nguyễn Thị Lê Hoa, Standard of ISO/IEC 27001 informatics technology - safe techniques – management system of safe information - requirements, Thursday, 29/11/2007, website: http://www.nangsuat.vn/ - Phan Thị Thanh Bình, seafood export to EU: many potentials, source: Vietnam Communist Party, 04/08/2010, date of update: 6/8/2010 - Robert Slater, Jack Welch and leadership GE (edition: Nguyễn Xuân Thuỷ), Transportation publishing house, Thanh Hố, 2005 - Thanh Bình, “ADB: 'inflate will be 10%”, Tuesday, 13/4/2010, website: http://vnexpress.net/ - Thái Thanh Dương, Vietnamese seafood export 2005-2010, seafood trading, No 125-126, 5-6/2010 - Thomas L.Friedman, level world (fourth reprinting, translation and edition: Nguyễn Quang A, Nguyễn Hồng Quang, Vũ Duy Thành, Lã Việt Hà, Lê Hồng Vân, Hà Thị Thanh Huyền), Youth publishing house, Hồ Chí Minh city 2008 Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 78 - Global advanced Master of Business Administration APPENDIX - Appendix 1: financial report of Souhthern Ha Tinh Seafood import export JSC within 2006-2009 (source: provided by financial accounting of company ) + Balance sheet (within 2006-2009) Unit: million dong No Norms I ASSET Short term asset Cash Receivables Inventory Other mobile assets Long term asset House, architecture Machine, equipments Medium for transportation Other tangible fixed asset II CAPITAL Short term debt Payables Short term loan Other short term debt Long term debt Long term loan Other long term debts Owner capital 2006 2007 29.898 12.391 2.539 5.621 4.231 27.677 10.482 1.773 6.489 2.220 17.507 8.449 8.752 209 97 29.898 11.093 6.993 4.100 17.195 8.709 7.945 500 41 27.677 11.257 8.557 2.700 12.935 12.935 10.442 10.442 5.870 5.978 2008 2009 32.151 17.231 6.268 7.410 3.430 123 14.920 7.602 6.855 439 24 32.151 16.630 7.330 9.300 30.893 17.878 3.251 10.016 4.488 123 13.015 6.762 5.530 689 34 30.893 15.379 6.676 8.703 9.686 9.686 5.835 9.449 7.616 1.833 6.065 Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 79 - Global advanced Master of Business Administration + Trading results (within 2006-2009) Unit: Million VN dong No 10 Norms Sale revenue Revenue deducted items Sale net revenue Cost price Pre-tax and interest profit Interest cost (EBT) CIT (NI) 2006 2007 2008 2009 60.454 15 60.439 57.356 3.083 2.113 970 970 62.987 11 62.976 59.896 3.080 2.052 1.028 1.028 56.256 13 56.243 52.987 3.256 2.558 698 698 69.235 Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 80 - 69.235 65.685 3.550 2.437 1.113 1.113 Global advanced Master of Business Administration - Appendix 2: article 14, Chapter III, operational regulation of Vung Ang economic zone OPERATIONAL REGULATION OF VUNG ANG ECONOMIC ZONE, HA TINH PROVINCE (Promulgated together with Decision No.:72/2006/QĐ-TTg On 3/4/ 2006 of Prime Minister) _ Chapter III PREFERENTIAL TREATMENT FOR INVESTMENT Article 14 All of invested projects of foreign and domestic organizations, individuals invested in Vung Ang economi zone will enjoy CIT of 10% applied within 15 years, since project begins to trading activities; tax exemption of CIT for years, since having tax income and reduce 50% paid tax for 09 coming years; enjoy preferential treaments of tax applied in the area with difficult social and economic conditions as defined by invesment law, other tax law and other preferential treaments according to international treaties that Viet Nam is the member Invested projeects in Vung Ang economic zone of domestic organizations, individuals will be exempted tax within 05 years, since beginning production with materials, equipments and unfinished imported products that the country has produced Reducce 50% individual with high income (including Vietnamese and foreigners) in Vung Ang economic zone Projects of high technological can meet regulation in article of provision of regulation on hi-tech according to Decree No 99/2003/NĐ-CP on 28/8/ 2003 of Governement when investing in Vung Ang economic zone will enjoy CIT of 10% during the time of project implementation Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 81 - Global advanced Master of Business Administration - Appendix 3: implementation steps according to ISO 9001:2008 * Step 1: training on new standards of ISO 9001:2008 Leaders must understand significances of ISO 9001:2008 in organizational development, activities orientation, define targets and condition to apply; training employees on right realization of changes of ISO 9001:2008 We can use consultant with capacity and experiences; this is not a compulsory condition but plays important role in progress and success of building, apply and transferring quality management system of ISO 9001:2008 in enterprises * Step check system according to ISO 9001:2008 Reality assessment of enterprise compared to standard requirement: check activities according to orientation process, consider which requirement to apply and the level to meet enterprise activities; this assessment can be the basis for making plan for implementation * Step 3: implement necessary adjustment Material system must be adjusted to meet the requirements of new standard, management requirement of enterprise including: quality book; quality policy, quality target, procedures; instruction on working, regulation and necessary regulation *including: + Disseminate to all employees to have right awareness of ISO 9001:2008 + Instruct employees to implement according to process, instruction + Define duty, right and working description related to process and concrete steps * Step 5: internal assessment including: + Organize assessment to define suitability of system and implement adjustment and prevention activities + Prepare for assessment to define perfection and readiness of quality system for certification; such activity is implemented by organization * Step 6: ceritificate registration It is implemented by certified organization to assess suitability of system according Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 82 - Global advanced Master of Business Administration to requirements of ISO 9001:2008 and issue suitable certificate as defined by ISO 9001:2008 * Step 7: maintain quality system “post-certification” After adjusting problems via assessment, organization should continue maintaining and improving activities to meet the demand of standards and improve system, raise management effect then we should use ISO 9004 to improve quality system (Extracted from: success from transferring ISO 9001:2008 at website:: http://www.vinacert.vn/) Business strategy of Shatico - Prepared by: group – Class: GaMBA 01.V02 - 83 - ... Southern Ha Tinh Seafood Import-export Joint Stock Company” is studied and built up by Group of GaMBA01.V02 Class based on collected information in the company and other related publicized materials... theories of analysis tools and methods in Global Advanced Master of Business Administration (GaMBA) organized by Griggs University of the US (GU) coordinated with Centre for technology and Career... who have created good condition for us to fulfill this topic Nghe An, 10/2010 Group – Class: GaMBA01.V02 i Testimonial of Southern Ha Tinh Seafood Import-export Joint Stock Company SOUTHERN HA