Choix du sujet de la recherche
The rapid growth of the economy and intense competition across various sectors have significantly impacted the development of businesses To navigate this landscape, companies must diligently seek the right direction Crafting a strategy serves as a crucial guiding step for business growth However, the success of this strategy heavily relies on the effective organization of its implementation While a business strategy outlines the plan, executing that strategy is essential for realizing the defined commercial objectives In reality, deploying a business strategy is a complex task, making the execution of these strategies pivotal in determining whether a company succeeds or fails.
La société par actions de commerce et de construction Thien Loc a été créée en
2008, spécialisée dans les domaines du commerce et de la construction Actuellement, la société se concentre sur les clients qui sont des entreprises et des organisations.
Recognizing the challenges and opportunities in the construction sector, the company has focused on developing a market strategy aimed at expanding into new regions beyond Thai Nguyen province to increase its market share This strategy has been in effect since 2017, spanning five years (2017-2021) By 2019, the company successfully established its presence in the Bac Kan market and several other provinces.
As a small business with less competitive advantages, Thien Loc has faced significant challenges in entering major markets like Hanoi, resulting in minimal activity in that region While the company's strategic implementation has had some success, its overall effectiveness remains low and unclear Ineffective distribution and personnel policies have notably impacted the company's sales and market share.
En raison de ce besoin urgent, l'auteur a choisi d'étudier le sujet
"My thesis, titled 'Enhancing the Implementation of Market Development Strategy for Thien Loc Joint Stock Company in Commerce and Construction,' aims to provide valuable insights to assist the company in executing a more effective market development strategy."
Situation générale de la recherche en rapport avec le sujet
Dans le monde, des recherches au sujet de la stratégie en général et la stratégie de développement du marché en particulier sont tres diversifiées, on peut citer quelques-unes :
Richard Lynch's 2006 book, "Business Strategy," published by Prentice Hall in London, offers a comprehensive approach to developing a strategic direction It emphasizes the importance of planning, reallocating necessary resources, and coordinating efforts to design a sustainable strategic deployment process.
In "Developing Business Strategies," David A Aaker (2007) explores critical aspects of strategic implementation, emphasizing the importance of creatively and wisely selecting appropriate strategic solutions based on competitive advantages.
[5] Michael E Porter (2008), Avantage compétitif, Éditeur Jeune, Hanọ.
L’auteur recherche et explore les fondements essentiels d’un avantage concurrentiel dans chaque entreprise Le concept de "chaợne de valeur" de Porter, qui sộpare une entreprise en différentes "activités"
Fred R David's book, "Strategic Management Concepts," published in 2004, provides a comprehensive overview of strategic management principles It systematically covers general concepts as well as specific strategies, addressing various challenges related to strategic management and the implementation of strategies.
2.2 Sitution générale de la recherche au Vietnam
In their 2015 book "Manuel de gestion stratégique," NGUYEN Hoang Long and NGUYEN Hoang Viet provide foundational insights into strategy and strategic management The authors cover essential topics such as strategic planning, strategy implementation, and strategic control, making it a valuable resource for understanding the core principles of effective management Published by Éditeur Statique at Université Thuongmai in Hanoi, this work serves as a comprehensive guide for those seeking to enhance their strategic management skills.
[10] NGUYEN Thi Kim Chi (2018), Perfectionnement de la mise en œuvre de la stratégie de développement du marché à la Société par action de Fabrication de
Pierre from Vietnam, in his thesis at Thuongmai University, discusses the current state of strategic implementation and highlights the achievements of various activities However, he notes that the causes and limitations of these implementations remain unclear.
[12] TRAN Van Tinh (2017), Perfectionnement de la mise en œuvre de la stratégie de développement du marché de la société à responsabilité limitée Lock &
In Vietnam, the research focuses on the development strategy of the market at Thuongmai University It emphasizes enhancing the implementation of strategies aimed at improving the allocation of human resources.
In her 2016 thesis, Thu Thuy NGO explores the operational deployment of the commercial strategy for Minh Thanh Investment Construction and Trading Joint Stock Company The study focuses on identifying effective solutions to assist businesses in successfully implementing their strategies, particularly in areas such as diversification policies and market penetration strategies.
In the author's research, there has been no prior study or thesis focusing on enhancing the implementation of the market development strategy for Thien Loc Joint Stock Company in the commerce and construction sectors This topic is entirely unique and does not overlap with any previous research subjects.
Objetifs de la recherche
Les objectifs de la recherche:
Premièrement, le mémoire systématise les bases théoriques pour la mise en œuvre de la stratégie de développement du marché des entreprises.
Secondly, the thesis examines the current implementation of the market development strategy by Thien Loc Joint Stock Company in commerce and construction, identifying both successes and limitations, along with the underlying reasons for these outcomes.
Thirdly, we propose a set of solutions to enhance the implementation of the market development strategy for Thien Loc Joint Stock Company in the commerce and construction sectors during the 2019-2021 period.
Objet et cadre de la recherche
The research focuses on the key components, influencing factors, models, and processes involved in implementing the current market development strategy of Thien Loc Joint Stock Company, specializing in commerce and construction.
Le cadre de la recherche
This article focuses on the implementation of market development strategies by identifying key components such as target markets, products, strategic objectives, and business units It emphasizes the importance of environmental analysis, short-term goal management, policy formulation, and resource allocation for effective strategy execution.
The target market for our services includes Thai Nguyen province and the northern provinces of Vietnam We focus on delivering civil engineering projects and technical works, encompassing industrial, transportation, irrigation, electrical, and water supply and drainage systems.
Les matériaux de construction: la tôle, le bois, l’acier, le ciment, la brique.
This article examines the joint-stock company Thien Loc, specializing in commerce and construction, utilizing secondary data from 2016 to 2018 Primary data was collected from March 18 to March 24, 2019 The goal is to propose strategic solutions for the company for the upcoming three years, from 2019 to 2021.
Méthodologie de la recherche
This study employed a questionnaire method to gather primary data It involved designing questionnaires with essential questions to extract relevant information for the research Subsequently, these questionnaires were distributed to the company's employees to collect their insights and perspectives.
The survey questionnaire focuses on examining the actual challenges encountered during the implementation of the market development strategy for Thien Loc Trading and Construction Joint Stock Company.
- Objets: Personnel dans les départements.
- Nombre d'enquêtes: 45 personnes (sur 94 employés)
- Méthode: Distribuer le questionnaire directement aux employés à l'entreprise et révoquez la feuille de réponses sur place.
- Nombre de votes émis: 45 votes Recueilli : 45 votes Valable : 45 votes Non valable : 0 vote
5.2 Collecte et analyse des données secondaires
The qualitative method involves the analysis and synthesis of data By utilizing both primary and secondary data collected, the author conducted a thorough analysis to comprehensively assess the current strategic deployment of the company, aiming to provide well-rounded and suitable solutions.
The quantitative method employs Excel software to synthesize survey results, enabling the calculation and visualization of graphs that illustrate the current state of the company's market development strategy Based on these results and the company's actual situation, the author provides insights and evaluations regarding the implementation of the market development strategy.
Structure du mémoire
Introduction Chapitre I: Théorie fondamentale de la mise en œuvre de la stratégie de développement du marché des entreprises
Chapitre II: Analyse de la réalisation des stratégies de développement du marché de la société par actions de commerce et de construction Thien Loc
Chapitre III: Propositons et recommandations pour perfectionner de la stratégie de développement du marché de la société par actions de commerce et de construction Thien Loc
THÉORIE FONDAMENTALE DE LA MISE EN ŒUVRE DE
Concepts de base
1.1.1.1 Concept de la stratégie de développement du marché
According to Fred R David (2004), market development strategy focuses on introducing existing products and services into new markets or expanding within the current market.
According to NGUYEN Hoang Long and NGUYEN Hoang Viet (2015), market development strategy involves offering existing products and services in new market areas.
Selon NGO Kim Thanh (2012), la stratégie de développement du marché est une stratégie visant à trouver des moyens de vendre des produits actuels sur de nouveaux marchés.
In summary, a market development strategy involves a business seeking opportunities for its products or services in a new market or within its existing market, with the goal of driving company growth.
1.1.1.2 Conditions pour appliquer la stratégie de développement du marché
La stratégie de marché est utilisée efficacement dans les cas suivants :
When new distribution channels are ready, reliable, cost-effective, and of high quality, businesses aiming to expand their target market into new areas must consider and implement these channels effectively.
The distribution channel plays a crucial role in engaging with customers and directly influences the effectiveness of market development strategy implementation.
When a company achieves success through its actions, it often encounters competitive factors in every market Therefore, as the company expands into new markets, it must first excel in its current market to leverage its strengths effectively.
When new markets are unsaturated, companies often implement a market development strategy This approach is typically used when the current demand for products is saturated, prompting businesses to seek additional demand in new markets Therefore, even if new markets are not saturated, the market development strategy can still be applied to capitalize on potential growth opportunities.
When a company possesses sufficient capital and human resources for managing expansion activities, its market development strategy necessitates further investment in both capital capabilities and management skills.
Par conséquent, l’entreprise doit disposer assez de capital et de capacités pour gérer et développer la production ainsi que ses affaires.
When a company seeks to develop products for a new market, it must possess greater production capacity than currently available This is essential not only to meet the demands of the new market but also to continue supplying its existing market Therefore, having surplus production capacity is crucial for the company's success in expanding into new markets.
When a company's main competitor rapidly expands its global reach, it becomes essential for the company to adapt to this trend by developing products for new markets Failing to do so means missing out on significant growth opportunities.
1.1.1.3 Concept de mise en œuvre de la stratégie de développement du marché
Selon NGUYEN Hoang Long et NGUYEN Hoang Viet (2015), la mise en œuvre de la stratégie est la réalisation d'options dans la phase de planification stratégique par des actions spécifiques.
According to NGO Kim Thanh (2012), the implementation strategy is commonly referred to as the action phase of strategic management, engaging both the administrative team and employees in the execution of strategic objectives.
Selon Harvard Business Review (2015), la mise en œuvre stratégique est un ensemble d'activités sélectionnées nécessaires à la mise en œuvre d'un plan stratégique.
According to the author, implementing a market development strategy involves the company executing actions based on specific market development policies while ensuring that these actions align with the market development objectives outlined in the plan.
Quelques théories
1.1.2.1 Théorie de la mise en œuvre de la stratégie de développement du marché
Implementation is the second and central phase of strategic management There are various perspectives on strategic implementation; however, the author has approached two distinct aspects of strategy implementation, as outlined in Table 1.1 (Appendix 1).
Le tableau 1.1 montre les différences de points de vue des deux universitaires.
Ainsi, pour faciliter l'étude, l'auteur a choisi l'approche de l'érudit Nguyen Hoang Long comme base pour l'étude de sa mémoire
1.1.2.2 Facteurs affectant la réalisation des stratégies de développement de marché (Le modèle 7S de McKinsey)
Le modèle d’analyse de McKinsey (Annexe1) est développé en vue de simplifier la complicité dans la réalisation des stratégies
- La structure (Structure) : La structure organisationnelle et les informations concernées présentent la relation entre les ordres, les rapports et la manière dont les tâches sont divisées et intégrées.
- La stratégie (Strategy) : La stratégie vise à créer les activités qui s’orientent vers l’objectif de l’entreprise selon un plan précis ou rendent l’entreprise adaptable à l’environnement entouré.
- Les systốmes (Systems) : Les systốmes, les processus montrent la faỗon d’organisation et d’opération Les processus réguliers ainsi que les informations officielles et non officielles soutiennent la réalisation des stratégies.
- Les compétences (Skills) : Les compétences ou capacités liées à une organisation Cela constitue les caractéristiques et capacités exceptionnelles de l’entreprise.
- Le personnel (Staff) : comprend toutes les activités concernant les ressources humaines Chaque employé est important et la collaboration entre les individus contribue au résultat général de l’entreprise
- Le style (Style) : Le style de gestion ou la faỗon de communication entre les hommes
- Le super grand objectif (Super – ordinale Goal) : Les valeurs présentent dans les missions et objectifs Ces valeurs sont partagées par les membres dans l’organisation.
Modèle et contenu de recherche de la réalisation des stratégies de développement
1.2.1 Modèle de recherche de la réalisation des stratégies de développement de marché de l’entreprise
Pour étudier de la réalisation des stratégies de développement de marché de l’entreprise l'auteur utilise le modèle suivant:
Figure 1.2 : Modèle de recherche de la réalisation des stratégies de développement de marché
(Source : Manuel de gestion stratégique)
Identification le contenu de la stratégie de développement du marché des entreprises (Marché cible, produits, objectifs stratégiques, SBU, avantage concurrentiel)
Perfectionerment l'analyse de l'environnement de réalisation de la stratégie de développement du marché
Perfectionerment la gestion des objectifs à court terme des entreprises
Perfectionerment les politiques de réalisation de la stratégie de développement du marché (politiques de marketing, politiques du personnel)
Perfectionerment la répartition des ressources de réalisation de la stratégie de développement du marché
1.2.2 Contenu de la recherche pour perfectioner la stratégie de développement du marché
1.2.2.1 Identification le contenu de la stratégie de développement du marché des entreprises a Marché cible
The market refers to groups of potential customers with similar needs and sellers offering various products in different ways to meet those needs Understanding the characteristics of the consumer market is essential for businesses to plan and implement effective strategies and consumption control tools For companies, the market is central to their operations, significantly influencing production activities and business decisions, as it represents both the target for entrepreneurs and the environment in which product sales occur.
Strategic objectives are milestones, criteria, and outcomes that a company aims to achieve within a specific timeframe The establishment of these objectives is closely linked to both short-term and long-term development Various criteria exist to classify these objectives, and over time, strategic goals are categorized into different segments.
- L'objectif à long terme est généralement de 5 ans ou plus, selon le type d'entreprises ayant des périodes différentes pour leurs objectifs à long terme.
Short-term goals, or operational objectives, typically span a period of one year or less and must be highly specific, yielding detailed results To effectively manage their strategic direction, companies often identify their business areas by dividing various operational sectors into Strategic Business Units (SBUs) Each SBU is then assigned a tailored strategy, characterized by three fundamental traits.
- La SBU est une unité commerciale individuelle ou un ensemble domaines d’activités connexes pouvant être planifiées séparément du reste de l’entreprise.
- Il existe un ensemble de concurrents sur un marché défini.
- Il'y a un administrateur responsable de la planification stratégique et de la rentabilité, il peut contrôler la plupart des facteurs qui affectent le profit. d Avantage compétitif
A competitive advantage refers to the strategic position a company aims to achieve in relation to its competitors This position is manifested in the market through competitive factors such as product pricing, differentiation, or a combination of both.
- Le faible cỏt est quand une entreprise offre des produits/service similaires à un prix inférieur à ses concurrents.
Differentiation occurs when a company provides products or services that stand out from its competitors The benefits of differentiation can include superior product quality, unique design, innovative features, and exceptional customer service.
Centralization compels companies to focus on the process of targeting a narrow segment, creating exclusive competition within a niche market This strategy allows businesses to gain a more localized competitive advantage in a larger market.
1.2.2.2 Perfectionnement l'analyse de l'environnement de réalisation de la stratégie de développement du marché a Environnement externe
L'environnement externe est constitué de 2 parties: environnement macro et environnement domaine
Environnement macro: inclut des forces qui ne sont souvent pas liées aux activités à court terme de la société mais qui affectent principalement les décisions stratégiques de l'entreprise à long terme.
Analyzing economic forces is crucial as it encompasses factors that influence purchasing power and consumption patterns The growth rate enables businesses to anticipate market capacity changes, while interest rates impact investment trends and consumer savings behavior.
Political and legal forces significantly impact the development potential of businesses Political stability fosters an environment conducive to attracting investments across various economic sectors, enabling companies to expand their operations effectively.
- L'environnement socioculturel: Les facteurs qui entraợnent des changements de consommation tels que leurs attitudes, la pyramide des âges, les préoccupations et priorités sociales, les conceptions et la culture.
The advancement of science and technology has significantly transformed various economic trends Companies that possess or soon adopt superior technology will inevitably gain a substantial competitive advantage.
- Le processus d'internationalisation et de mondialisation se produit vigoureux, aidant les entreprises à accéder plus facilement au marché international et à améliorer l'environnement des affaires
Selon Michael Porter, la concurrence dans un domaine dépend des cinq forces suivantes:
Potential competitors are companies that develop strategies to enter new business sectors, thereby diminishing the market share of existing firms and intensifying competition within the industry.
- Produits de substitution: L'apparition de substituts peut entraợner un risque de réduction du prix de vente ou de réduction de la rentabilité de l'entreprise.
In the business sector, competition arises from companies offering similar products or services These competitors share the market share with the business, and they may surpass it if they possess a greater competitive advantage.
- Fournisseur: est l'un des facteurs importants qui affectent directement les opérations de l'entreprise, contribuant à la stabilité du processus métier et garantissant la qualité des intrants.
- Clients: les entreprises existent sur le marché grâce à la fourniture de produits/services aux clients et toutes les activités de l’entreprise visent la satisfaction du client b, Environnement interne
Les gestionnaires stratégiques doivent évaluer les forces et les faiblesses de leurs organisations
Human resources play a crucial role by supplying input data, directly engaging in goal planning, analyzing strategic situations, and executing business strategies The company's personnel consists of management and subordinates across various departments.
Finance is linked to the creation and utilization of monetary funds in the production and commercial activities of businesses Financial factors frequently alter existing strategies and impact the execution of corporate plans.
- Installations et technologie: Investissement dans les installations - technologie aide l'entreprise à créer des avantages à long terme L'avantage appartiendra à toute entreprise détenant ou appliquant une technologie supérieure.
1.2.2.3 Perfectionnement la gestion des objectifs à court terme
Short-term objectives serve to specify the company's long-term goals, including its annual targets Achieving the long-term objective relies on the effective establishment and realization of these annual goals These objectives are defined within the relevant units and departments of the company, ensuring unity and logical coherence among all goals.
L’objectif annuel est établi en se basant sur le principe SMART : S (Specific- spécifique, clair); M (Measurable- mesurable); A (Achievable - Réalisable); R (Realistic- Réaliste); T (Time bound- Durée de réalisation).
1.2.2.4 Perfectionnement les politiques de réalisation de la stratégie de développement du marché a Politique de marketing
La politique de marketing se concentre sur le produit, le prix, la distribution, la promotion.
Product policy encompasses the guiding principles, rules, methods, and procedures established to develop and innovate marketing products that align with defined objectives It includes all solutions that direct product development and innovation.
ANALYSE DE LA RÉALISATION DES STRATÉGIES DE DÉVELOPPEMENT DU MARCHÉ DE LA SOCIÉTÉ PAR ACTIONS DE
Présentation générale sur l’entreprise
Thien Loc Joint Stock Company specializes in trade and construction, focusing on economic accounting and financial independence Officially established on March 13, 2008, the company has been actively engaged in its business operations since its inception.
Under the leadership of Director Duong Van Khiem, who has over 10 years of experience in the construction industry, the company initially focused on construction After one year, it expanded its operations to include investment in construction, trading of building materials, and real estate Currently, the company aims to establish itself as one of the leading construction firms in Thai Nguyen province.
Actuellement, la société par actions de commerce et de construction Thien Loc opère dans les principaux domaines suivants:
- Le commerce: faire des affaires de matériaux de construction, fer et acier, machines et immobilier.
Construction encompasses civil engineering works, including industrial, transportation, irrigation, electrical, and water supply and drainage projects It involves participating in site preparation, installing construction equipment, and executing comprehensive construction projects, which include both interior and exterior decoration.
- Autres activités: le conseil, l’investissement dans la construction.
Le schéma de l'appareil organisationnel de la société par actions De commerce et de construction Thien Loc est généralisé conformément à la figure 2.1 (Annexe 1).
The company operates under a functional management model, where the director oversees all business activities while departments carry out their assigned tasks based on their functions This structure offers several advantages, including compactness, speed, and flexibility, along with low management costs Additionally, it enhances efficiency, facilitates easy control, and allows for straightforward adjustments to various components and activities within the organization.
With this organizational model, the director can swiftly understand both internal and external situations, enabling prompt and informed decision-making for the company's operations.
2.1.4 Résultat des affaires de la Société par actions de commerce et de construction Thien Loc
Sur la base des données fournies par la chambre de comptabilité de la société, les résultats des affaires de l’entreprise sont présentés dans le tableau 2.1 (Annexe 1).
En 3 années consécutives, le chiffre d'affaires de la société a augmenté, en
2017, de plus de 2,9 milliards par rapport à 2016, et de 5,8 milliards par rapport à
2017, ce chiffre est positif C’est la prémisse de l’entreprise pour augmenter ses bénéfices et élargir son envergure.
Between 2016 and 2018, the company's pre-tax accounting profit consistently showed positive results, demonstrating a gradual increase over the years Notably, in 2017, revenues surged by 40.43% compared to 2018, highlighting the effectiveness of corporate governance This progress marks a significant step towards sustainable development in the future.
Évaluation générale des facteurs environnementaux affectant la réalisation des stratégies de développement de marché de la Société par action de commerce et de
Le taux de croissance le plus élevé enregistré du Vietnam au cours de la dernière décennie, le PIB de 2018 a été additionné de 7,08% - le niveau le plus élevé depuis 2008.
In Thai Nguyen province, the economic landscape has undergone significant positive changes, driving strong growth and serving as a catalyst for economic restructuring aimed at industrialization In 2018, the total number of products in the province rose by 10.44% compared to 2017, slightly below the target of 10.5% Additionally, the industry and construction sectors experienced a notable increase of 13.2%, contributing 8.1 percentage points to the overall growth.
The economy has experienced positive changes due to the liberalization of economic policies, leading to numerous opportunities for business development in the construction sector, particularly for Thien Loc Company.
This year, exchange rates are expected to rise by 1 to 3% The fluctuations in exchange rates increase the risk associated with importing materials, machinery, and equipment, as well as affecting the company's foreign currency account.
The government issues various laws, circulars, and decrees to support businesses, including legislation on architecture, urban development management, housing, real estate, and urban planning Key regulations include the bidding law No 43/2013/QH13, Circular 04/2010-TT-BXD, and Decision 957/QD-BXD, which collectively aim to enhance the regulatory framework for these sectors.
Cependant, les dispositions légales relatives aux activités de construction se chevauchent, sont inadéquates et inégales, créant de nombreux obstacles.
The Thai Nguyen province's general planning adjustment project for 2035 aims to enhance development connections with the Northern Midlands and Mountain provinces, the Hanoi capital region, and the entire country.
Following the approval of the planning project, the People's Committee of Thai Nguyen Province swiftly initiated investment projects aimed at enhancing and concentrating investments in the infrastructure of industrial parks and clusters These adjustments present an opportunity for Thien Loc Company to expand its operations within the province and broaden its market reach to northern provinces.
According to the General Statistics Office, Thai Nguyen experienced a natural population growth rate of 1.89% in 2018 This demographic growth can be synonymous with urbanization processes and investments in urban development.
This process drives housing demand and encourages the development of essential infrastructures such as transportation, energy, utilities, and civil engineering projects It presents a significant opportunity for businesses, as rapid urbanization increases material consumption and construction activities, fostering a favorable market for long-term business growth.
The company prioritizes its clients, which include state agencies, businesses, and organizations To prepare for the establishment of the factory, it is essential to construct workshops and infrastructure, as well as undertake foundational construction work Additionally, to ensure the smooth operation of businesses, companies must modernize their facilities and repair factories to meet operational conditions, thereby driving demand for construction and materials and creating opportunities for construction firms.
The selection criteria for contractors in businesses and organizations have evolved significantly Projects are now expected to be highly practical, maximizing space with modern equipment There is an increasing emphasis on artistic design and harmony with the natural environment Consequently, maintaining competitive pricing and ensuring rapid construction have become challenging for attracting clients and applying pressure on contractors.
The 4.0 technological revolution will significantly impact the construction industry globally and in Vietnam Recognizing, understanding, and implementing these technologies is crucial for companies aiming to gain a competitive edge in today’s business landscape.
The first key element is the Building Information Modeling (BIM) system, a digital process utilized throughout a project's lifecycle This system has been widely adopted globally and has also been introduced in Vietnam However, transitioning from an older 2D model to this new approach requires a significant initial investment.
The company has leveraged virtual reality (VR) technology as an effective tool for designers to share information and ideas, ultimately enhancing client productivity and work efficiency Additionally, with the use of QR code technology, warehouse staff can simply scan a QR code with their phone to access product specifications, allowing for direct export of information to the internal ERP system, eliminating the need for manual record-keeping.
2.2.1.2 Les facteurs de l’environnement sectorial
Les concurrents de Thien Loc sont d’autres l’entreprise de production et d’affaires du secteur de la construction opérant ensemble dans la province et en concurrence avec la société.
Thien Loc Joint Stock Company holds a significant market share in the commerce and construction sector within the province, leading to intense competition with other firms The company's primary competitors are
+ La société de construction Binh Yen n ° 34 + La société de construction Cuong Thinh + La société de construction Hoang Gia-Thai Nguyen
In 2019, the construction materials industry continued to grow, albeit at a slower pace compared to previous years According to BMI forecasts, the construction sector is expected to experience a growth rate of 7.23% in 2019.
Analyse et évaluation de la situation réelle de la réalisation de la stratégie de développement du marché de la société par actions de commerce et de construction
2.3.1 Identification de la stratégie de développement du marché de l'entreprise
2.3.1.1 Type de stratégies mises en œuvre
To enhance efficiency and capture market share, businesses must focus on market development The chosen development strategy is crucial and significantly impacts overall success, as illustrated in the accompanying figure.
D'après la figure 2.2, l'entreprise se concentre sur le développement du marché en largeur Avec l'ambition d'élargir la part de marché, cette méthode est très raisonnable :
Figure 2.2: Méthode de développement du marché de la société
(Source: Auteur) investir dans la largeur pour élargir l’échelle, maintenir la capacité, augmenter la part de marché, mieux prendre pied pour les produits et la position de la société.
During its development phase, the company has established a strong presence in the Thai Nguyen market, boasting a loyal clientele that includes state institutions, businesses, and local organizations It has successfully maintained and expanded its existing market To align with the company's strategic direction, there will be a gradual shift from deepening development to broadening its reach However, the company continues to balance both approaches simultaneously, as they are closely intertwined and consistent with its overall business strategy.
Additionally, the company's business strategy focuses on differentiated competitive advantages by leveraging unique, high-quality products that embody prestige and brand value.
Les objectifs stratégiques de l'entreprise sont évalués à l'aide de la figure.
La figure 2.3 montre que la société a fixé de nombreux objectifs stratégiques avec une vision à l'horizon 2021.
L’augmentation la part de marché à 7% est la stratégie la plus importante dans cette période de la
Figure 2.3: Objectifs stratégiques de la société
(Source: Auteur) société Avec sa position ainsi que ses capacités actuelles, les objectifs de la société sont très appropriés.
The company has established several key objectives, including enhancing competitiveness, increasing revenue and profits, and promoting the brand Among these, brand promotion is the least prioritized goal, as it naturally follows the achievement of expanding market share.
Les clients cibles de la société sont illustrés à la figure 2.4:
According to the survey results, the target customers that the company aims to develop in this market will focus on three groups: state institutions, businesses and organizations, and distribution intermediaries Notably, these groups also represent the company's existing clientele The strategy outlines specific objectives for each customer segment.
13.30% Établissements d'Etat Entreprises, organisations Intermédiaire de distribution
Figure 2.4: Marché cible de la société Thien Loc de développement du marché sont les suivants: (Source: Auteur)
State institutions are currently the top-ranked client group contributing to the company's revenue The goal of this market development strategy is to enhance the contribution of this client segment, ensuring it remains a primary customer group for the long term and supports the growth of the company's brand.
Clients are primarily businesses and organizations, representing the second key customer segment that the company targets for market development This group is crucial as it contributes significantly to revenue generation By fostering strong relationships with these clients, the company can cultivate loyalty, ensuring a stable and ongoing source of income.
Customers act as distribution hubs, playing a crucial role in both the consumption and distribution of a company's products Additionally, it is essential for the company to minimize conflicts among agents, such as market share disputes and competition between clients for customer acquisition.
According to survey data, the company's target market is the Northern region, which is a promising area that is likely to yield significant profits With its headquarters located in Thai Nguyen, the company is strategically focusing on harnessing the potential of this region.
En outre, la société a réussi à toucher d’autres marchés dans les provinces du nord, tels que Bac Kan, Lang Son.
The company has expanded its operations into the competitive Hanoi market, but results have not met expectations, with business activities remaining limited and ineffective Therefore, during this strategic phase, the company must maintain its operations in Thai Nguyen and surrounding areas while implementing strategies to penetrate the Hanoi market.
L'avantage concurrentiel est la force de l'entreprise par rapport à ses concurrents, ce qui accroợt la compétitivité Selon l’enquête, l’avantage concurrentiel de la société est illustré dans la figure.
Le graphique 2.5 montre-que la qualité du produit constitue le principal avantage concurrentiel de la société.
Figure 2.5: Évaluation des avantages concurrentiels de la société Thien Loc
Toutefois, si la qualité du produit ne suffit pas, les bons produits et des éléments uniques, variés constituent l’avantage concurrentiel absolu de la société.
To achieve various advantages and high product quality, a company must invest significant time and effort This commitment includes substantial capital investment in modern equipment from the outset, despite the high costs, as a strategy to overcome financial challenges Additionally, the associated services are crucial in fostering a loyal customer base, further contributing to the company's development and success.
Afin de planifier et d’assurer une gestion efficace, la société a divisé les unités d’exploitation - comme indiqué à la figure 2.6.
Conseil en construction Secteur immobilier Secteur matériaux Investissement en construction Construction de projets techniques Construction de génie civil
Figure 2.6: Densité des chiffre d’affaires des produits/services de la société
The company currently operates six Strategic Business Units (SBUs), with a primary focus on high-revenue technical project construction This area is strategically managed and financially invested in, as the company anticipates numerous development opportunities in the future, particularly with the province of Thai Nguyen launching various industrial park planning and construction projects.
The civil engineering sector, along with the construction materials industry, presents long-term business opportunities that are crucial for the company's growth and profitability To strengthen its solid position in this strategic business unit (SBU), it is essential to make firm investments in these areas.
Investments in construction, the real estate sector, and construction consulting services continue to operate effectively, with significant development potential as foreign capital in real estate surged in 2019.
2.3.2 Situation actuelle de l'analyse environnementale pour déployer la stratégie de développement du marché de l'entreprise
Le figure 2.7 (Annexe 1) illustre les opportunités et les défis de l'environnement macro macro-économique pour l'entreprise actuelle.
- Vitesse d'urbanisation élevée, taille de population élevée et structure de population jeune: entraợnant une augmentation de la demande de nouveaux logements, la demande de bâtiments publics augmente également.
The state infrastructure policy focuses on implementing strategies to enhance the construction of transportation and industrial projects This initiative aims to attract foreign investments, thereby fostering favorable conditions for business production and transportation.
Conclusion sur la mise en œuvre de la stratégie de développement du marché de la société par actions De commerce et de construction Thien Loc
In recent years, an analysis of the current deployment of the market development strategy by Thien Loc Trading and Construction Joint Stock Company reveals several notable successes achieved by the company.
Firstly, when setting short-term goals, the company focuses on establishing annual objectives, which serve as the foundation for allocating key resources such as financial, material, human, and technical assets This approach enables the company to refine and advance its long-term strategic goals effectively.
Secondly, the marketing policy encompasses the product policy, which remains the primary focus of the company, as it serves as a competitive advantage that sets it apart This commitment to product policy has led the company to achieve significant success in quality, earning high appreciation from customers.
Et la politique de promotion du commerce, les activités publicitaires de la société se font assez bien.
The company's personnel policy includes a fair compensation system and incentive mechanisms, along with standardized pay and public announcements This approach has motivated numerous employees, fostering a comfortable work environment that encourages creativity and the generation of innovative business ideas.
Quatrièmement, l’entreprise estime que l’allocation des ressources sous une forme indépendante ne suffit pas La combinaison de deux méthodes d’allocation aide l’entreprise à utiliser des ressources plus flexibles et optimales.
In addition to the aforementioned achievements, Thien Loc Trading and Construction Joint Stock Company faces numerous challenges in executing its market development strategy.
Short-term goals are widely understood and considered beneficial; however, the company's short-term objectives are communicated to each department without clear rewards for employees This lack of incentives hinders the achievement of the desired outcomes.
Secondly, the training policy remains inadequate; staff require additional training to develop professional skills and gain sufficient experience to enhance the efficiency of human resource utilization.
Thirdly, the distribution strategy does not align with the company's rapid growth It is important to focus on developing indirect distribution channels rather than overly prioritizing direct channels.
Quatrièmement, les activités de relations publiques n’ont pas été correctement investies, la mise en œuvre reste médiocre et n’a pas noué de relations étroites avec la communauté.
Après avoir effectué des recherches directement auprès de l'entreprise, l'auteur peut restreindre le processus de mise en œuvre de la stratégie de développement du marché:
Les facteurs environnementaux externes qui affectent fréquemment l'entreprise sont toujours très compliqués et fréquents.
The rapid globalization process has led to an increase in the number of businesses and intense competition, significantly impacting company revenues and market shares.
Dependence on external supply sources leads to increased costs and pressures on project budgets, material expenses, and extended transportation times, which hinder the effective execution of a company's business strategy Additionally, subjective factors contribute to these challenges.
The effectiveness of senior executives' business strategies is hindered by a limited level of necessary skills and competencies The implementation of these strategies largely depends on the manager's experience, leading to inefficiencies and a lack of thorough execution.
La politique de formation de la haute direction en matière de formation n'a pas été ciblée, elle concerne principalement le personnel familier, la politique de contrôle est toujours floue.
SOLUTIONS POUR AMÉLIORER LA STRATÉGIE DE DÉVELOPPEMENT DU MARCHÉ DE LA SOCIÉTÉ PAR ACTIONS DE
Prévision de l'évolution de l'environnement économique et de l'orientation du développement de la société par actions de commerce et de construction Thien Loc
According to the Ministry of Construction's report, the industry is expected to experience positive signals and strong growth in the coming years, with a high growth rate The construction materials market is developing harmoniously, ensuring that domestic demand is met effectively.
As urbanization and economic growth accelerate, the construction of homes, industrial parks, and urban developments in major cities and export processing zones is rapidly increasing This surge in construction activity has led to a heightened demand for building materials, which is essential for the development of infrastructure, including transportation, energy, utilities, and civil engineering projects.
The state places significant importance on institutional construction and administrative reforms, focusing on enhancing administrative procedures Key areas include planning management, urban development investment management, cost estimation verification, and building permits Emphasizing the effective implementation of solutions is crucial for improving the efficiency and effectiveness of state management in construction investments, while administrative reforms aim to facilitate business operations.
Le marché du travail vietnamien est très apprécié La population de plus de 90 millions d'habitants, avec la structure de la population jeune est considérée comme une ressource humaine abondante.
According to statistics, the demand for construction is increasing in the North of Vietnam and across the country This growth is primarily focused on large construction projects, including residential areas, urban zones, industrial parks, and shopping centers.
Competitive pressure in the sector presents significant development potential, yet competition is fierce The rapid increase in registered companies, coupled with a growing number of foreign investments in Vietnam, has led to a substantial rise in competitors over the years.
Customer and supplier pressure significantly impacts the company, as both groups possess strong bargaining power Different customer segments have varying demands, requiring the company to effectively meet each client's needs Additionally, suppliers consistently exert pressure to raise selling prices, leading to increased input costs for the business.
Technological innovation presents both opportunities and risks, particularly in industries utilizing systems like BIM, which have been globally established for some time However, when these technologies are introduced in Vietnam, companies often face significant challenges in their implementation A lack of financial resources hinders businesses from keeping pace with technological advancements, making it difficult to hire experts, develop skilled personnel, and foster technological innovation.
3.1.2 Orientation de développement de l'entreprise
In today's highly competitive landscape, it is essential for companies to establish a clear direction to remain resilient and foster growth After identifying the shortcomings experienced between 2016 and 2018, the company has outlined its strategic development goals for the upcoming years.
Maintenir sa position et sa réputation sur le marché intérieur, servant ainsi de base au développement et à l’expansion des marchés dans les pays de la région.
Thien Loc Joint Stock Company is recognized as a pioneer in construction and material supply, dedicated to delivering construction projects that meet prescribed standards Their commitment ensures the highest quality and safety for all.
Investir constamment dans la technologie, la technologie et l'équipement pour répondre aux exigences de diversification associées à la qualité standard des projets de haute technologie.
By focusing on and expanding indirect distribution channels, the company will enable customers to easily access its products as the market becomes increasingly active.
Promouvoir la formation et Perfectionnement des employés, en particulier du personnel technique et du personnel du service des ventes, afin de pouvoir mieux servir et servir les clients.
Strengthening joint ventures with companies that possess capital, technology, and prestige is crucial for successfully executing complex engineering projects This collaboration will enable the company to gain valuable construction experience, enhance management methods, and improve its competitive offerings.
3.2 Propositions et recommandations visant à améliorer le déploiement de la stratégie de développement du marché de la société par actions De commerce et de construction Thien Loc
Based on the analysis presented in Chapter 2 and the company's future development direction, the author recommends enhancing contributions to the effective implementation of the market development strategy.
3.2.1 Proposition d'amélioration la gestion des objectifs à court terme de la société par actions De commerce et de construction Thien Loc
To effectively implement its market development strategy, the company must clearly define its strategic objectives Specifically, the strategic goal is to increase market share in the North in the future Additionally, the company should establish short-term goals related to market share growth, revenue, and profit targets The author outlines the company's short-term objectives for the period 2019-2021 as follows:
Tableau 3.1: Proposition d'objectifs à court terme pour la période 2019-2021
1 Expansion de la part de marché 5% 6% 7%
Short-term objectives should be measurable, relevant, challenging, clear, and well-accepted within the organization, supported by commendable rewards Annual goals must align with market demand and the company's current resources Additionally, the annual objective should specify a precise figure, from which departments will develop their own action plans to achieve it To motivate employees towards optimal results, the company should offer an appealing incentive.
Implementing a system of rewards and penalties serves as a key motivator for employees to enhance productivity within the organization However, managers should maintain flexibility in this approach, recognizing not only diligent workers but also those who contribute innovative ideas that save time and boost efficiency Creating opportunities for elite employees, such as career development and increased responsibilities, is an effective reward strategy Additionally, it is essential that penalties for employees are clearly defined and applied fairly to ensure a balanced work environment.