Situation générale de la recherche
* Aperỗu de la recherche à l’ộtranger
1 Michael A Hitt & R Duane Ireland & Robert E Hoskisson (2006), Concepts of Strategic Management, Southwest University Press Michael A Hitt & R Duane Ireland
& Robert E Hoskisson ont clarifié les problèmes liés aux facteurs affectant la compétitivité
2 Michael E Porter (1998), Competitive Advantage, Maison d’édition Science and
Technology, Hanọ Le document a entièrement systématisé la théorie de la compétitivité des entreprises, afin que les entreprises puissent dessiner des méthodologies de gestion stratégique des affaires
3 Michael E Porter (1980), Competitive Strategy, Maison d’édition Jeune et DT
Books, Hanọ Michael E Porter propose une exploration complète des principes fondamentaux de l’avantage concurrentiel des entreprises
In their 2015 article, E Ryzhkova and N Prosvirnin explore the factors influencing corporate competitiveness in a market economy They analyze existing methodologies for assessing business competitiveness, identify key evaluation criteria, and propose initiatives aimed at enhancing the overall competitiveness of companies.
5 J.Fagerberg, D.C.Mowery et R.R.Nelson (2003), The concept of competition,
Oxford University Press Ce travail est une étude de la théorie de la compétitivité, mettant l’accent sur l’importance de l’innovation technologique dans les niveaux de compétitivité
In this study, the author examines the competitiveness of the industry from a global perspective, analyzing the current state of the company in the service and transportation sectors in relation to its market competitors The methodology employed is highly specific and detailed However, a limitation of the thesis is the insufficient analysis of the criteria used to evaluate the competitiveness of businesses.
* Aperỗu de la recherche au Vietnam
In her 2020 thesis, Nguyen Phuong Thuy systematically organized general theories and clarified the concepts of competition and competitiveness within businesses, specifically focusing on the mechanical refrigeration sector She identified key influencing factors and highlighted the essential components that contribute to the competitiveness of Thang Long Mechanical and Electrical Refrigeration Joint Stock Company.
Vo Hoang Thao Nguyen (2014) conducted a study titled "Solutions to Improve the Competitiveness of Daco Greenlight Products at Dai Thanh Electromechanical Manufacturing and Trading LLC," as part of his thesis at Ho Chi Minh University of Technology The author systematically reviews competition theory, evaluates the strengths and weaknesses of the company, and proposes strategic measures to enhance its competitiveness.
In the 2015 study by Tong Khanh Ly, titled "Situation and Solutions to Improve the Competitiveness of Dong Thien Phu Group Joint Stock Company," the author conducted a direct comparison of companies against their competitors By analyzing key factors that influence competitiveness, the study proposes effective and efficient solutions aimed at enhancing the company's market position.
4 Nguyen Thi Hanh (2011), Solutions pour améliorer la compétitivité la société par actions de Le Minh Trung, mémoire de fin d’études, Université de Thuong mai
The author examined the current situation of Le Minh Trung's joint-stock company by evaluating its source competitiveness and market competitiveness Based on this analysis, solutions and recommendations are proposed to enhance the company's competitiveness against its rivals.
In her 2011 thesis, Nguyen Thi Bich Ngoc explores strategies to enhance the competitiveness of the Hai Phong-based limited liability import-export service company The author systematically examines competition theory and its application within a business context, providing valuable insights for improving organizational performance.
Parallèlement aux caractéristiques des entreprises, l’auteur a déterminé l’importance de chaque critère pour la compétitivité globale des entreprises sur le marché
Numerous scientific studies, theses, and reports have explored various aspects of business competitiveness; however, there is a scarcity of research specifically focused on competitiveness in the import and export sector This gap highlights the importance of studying this topic for businesses Therefore, I have chosen to examine the subject: "Improving the Competitiveness of Viet Thanh Limited Liability Import and Export Trading Company." This study aims to provide an in-depth analysis of competitiveness and propose actionable solutions to assist Viet Thanh in making informed decisions that enhance its market competitiveness.
Objectifs de la recherche
Dans le but de proposer des solutions pour améliorer la compétitivité chez la société à responsabilité limitée de commerce d’import et d’export Viet Thanh Donc, le sujet
“Amélioration de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh” a pour but d’accomplir les tâches suivantes:
- Systématiser les bases théoriques et les enjeux réels, les connaissances liées à sujet de l’amélioration de la compétitivité de l’entreprise
This article examines the competitive capacity of Viet Thanh, a limited liability import and export trading company It analyzes the company's successes and limitations, identifying the underlying causes of these outcomes in comparison to its direct competitors.
- Proposer des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh.
Objet et cadre de la recherche
The primary focus of this research is to examine the key factors and influences that contribute to enhancing the competitiveness of Viet Thanh, a limited liability company engaged in import and export trade.
This article focuses on researching the competitiveness of Viet Thanh Limited Liability Company in the import-export sector, specifically targeting the Northern market The study emphasizes the company's activities in the importation and exportation of goods, aiming to assess its market position and strategic advantages.
Données primaires: cette étude est réalisée à partir du 20 septembre jusqu’au 15 octobre 2021
Données secondaires: cette étude a pris des données au cours de 3 années 2018,
Structure du mémoire
Chapitre 2 Situation réelle de la capacité concurrentielle de la société à responsabilité limitée de commerce d’import d’export Viet Thanh
Chapitre 3 Propositions des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
- Systématiser une base théorique sur la compétitivité des sociétés commerciales
- Analyser la situation actuelle et évaluer les forces, les limites et les causes de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
- Proposer des solutions pour améliorer la compétitivité de la société à responsabilit é limitée de commerce d’import et d’export Viet Thanh
I would like to sincerely thank my teachers at the International Training Institute and the Faculty of Business Administration at Thuong Mai University for their enthusiastic support in conducting my study on "Improving the Competitiveness of Viet Thanh Limited Liability Import and Export Trading Company."
I would like to express my heartfelt gratitude to Ms Nguyen Thi My Nguyet and Ms Le Thuy Duong, my research supervisors They dedicated significant time and enthusiasm to guide me in completing my university thesis.
I would like to express my gratitude to the board and the departments of Viet Thanh Import and Export Limited Liability Company They provided favorable conditions that enabled me to conduct research while writing this thesis.
Hanọ, jour mois année 2021 Étudiante
LISTE DES TAB LEAUX, DES GRAPHIQUES, DES FIGURES vii
1 Choix du sujet de la recherche 1
2 Situation générale de la recherche 2
4 Objet et cadre de la recherche 4
CHAPITRE 1 CADRE THÉORIQUE SUR LA COMPÉTITIVITÉ ET L’AMÉLIORATION DE LA COMPÉTITIVITÉ DES ENTREPRISES 7
1.1.3 Nécessité d’améliorer la compétitivité des entreprises 8
1.1.3.2 Améliorer la compétitivité pour le développement 9
1.1.3.3 Améliorer la compétitivité pour atteindre les objectifs 9
1.2 Quelques théories sur la compétitivité des entreprises 9
1.2.1 Le modèle de forces réglementaires concurrentielles de M.Porter 9
1.2.2 Les types de stratégies concurrentielles 11
1.3 Modèle et contenu théorique sur l’amélioration de la compétitivité des entreprises 12
1.3.1 Modèle de recherche de la compétitivité des entreprises 12
1.3.2 Contenu de la recherche sur la compétitivité des entreprises 12
1.3.2.2 Développer un ensemble de critères pour évaluer la compétitivité des entreprises 13
1.3.2.3 Évaluer la compétitivité globale des entreprises 16
1.4 Facteurs affectant la compétitivité des entreprises 17
1.4.1.2 Facteurs de l’environnement politique et juridique 17
1.4.1.3 Facteurs environnementaux de la science et de la technologie 17
CHAPITRE 2 SITUATION RÉELLE DE LA CAPACITÉ CONCURRENTIELLE
DE LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT
2.1 Apperҫu général de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 20
2.1.1 Processus de création et de développement de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 20
2.1.2 Les métiers de la société Viet Thanh 21
2.1.3 Organigramme de la société Viet Thanh 21
2.1.4 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 –
2.2 Analyse de la situation concurrentielle actuelle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 24
2.2.1 Situation actuelle des concurrents directs de la société Viet Thanh 24
2.2.2 Élaboration des critères pour évaluer la compétitivité de la société Viet
2.2.3 Compétitivité globale de la société Viet Thanh 27
2.3 Évaluation de l’influence des facteurs environnementaux sur la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 31
2.3.1 Influence des facteurs de l’environnement macro 31
2.3.2 Influence des facteurs de l’environnement du secteur 33
3.1 Conclusions sur la situation concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 35
3.1.1 Réalisations obtenues lors du processus de l’amélioration de la compétitivité de la société Viet Thanh 35
3.1.2 Limites de l’amélioration de la compétitivité de la société Viet Thanh 35
3.1.3 Causes des limites dans le processus de l’amélioration de la compétitivité de la société Viet Thanh 36
3.2 Prévisions, orientation sur la capacité concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 37
3.2.1 Prévisions de l’environnement concurrentiel de la société dans le temps à venir 37
3.2.2 Orientation des activités commerciales de la société Viet Thanh 38
3.3 Propositions des solutions pour améliorer la compétitivi té de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 39
3.3.1 Développement d’une politique de prix raisonnable 39
3.3.2 Achèvement de la structure des infrastructures physiques et techniques 39
LISTE DES TABLEAUX, DES GRAPHIQUES, DES FIGURES
Tableau 2.2 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 – 2020
Tableau 2.3 Tableau évoquant l’importance des compétitivités de la société
Tableau 2.4 Évaluation générale de la compétitivité de la société à responsabili té limitée de commerce d’import et d’export Viet Thanh en comparaison avec ses concurrents
Graphique 2.3 Graphique illustrant les résultats de l’enquête sur les points de classement des capacités concurrentielles
The organizational structure of Viet Thanh, a limited liability company specializing in import and export, is illustrated in Diagram 2.1 Additionally, Graph 1.2 presents Michael Porter's Five Forces Model, which analyzes the competitive dynamics within the industry Furthermore, Graph 1.3 showcases a framework for assessing the competitiveness of businesses, highlighting key factors that influence market positioning and strategic advantage.
1 Choix du sujet de la recherche
In today's market economy, competition plays a crucial role as a driving force for business growth, particularly in fostering economic development The outcomes of competitive processes will ultimately determine which companies thrive and continue to exist, while others may face bankruptcy and exit the market.
In competitive conditions, businesses must develop strategic plans based on their existing resources to progressively enhance their market position Consequently, competition drives each commercial entity to implement advanced science and technology in production and management methods, ultimately improving product quality For companies, competition serves as a driving force to effectively mobilize all available resources, thereby enhancing their production capacity.
Viet Thanh Limited Liability Company, specializing in import and export, has achieved significant milestones in the domestic market over recent years During my internship and subsequent research, I observed that the company has effectively developed strategies to enhance its competitiveness, particularly from 2018 to 2020 However, preliminary investigations revealed that many businesses, including Viet Thanh, face challenges in implementing strategies focused on competitiveness, such as pricing and facilities Consequently, I chose the topic "Improving the Competitiveness of Viet Thanh Limited Liability Import and Export Company" for my final thesis My aim is to provide constructive ideas and personal insights on activities that can bolster the company's competitiveness and propose solutions to enhance its market position, ultimately contributing to its business growth.
2 Situation générale de la recherche
* Aperỗu de la recherche à l’ộtranger
1 Michael A Hitt & R Duane Ireland & Robert E Hoskisson (2006), Concepts of Strategic Management, Southwest University Press Michael A Hitt & R Duane Ireland
& Robert E Hoskisson ont clarifié les problèmes liés aux facteurs affectant la compétitivité
2 Michael E Porter (1998), Competitive Advantage, Maison d’édition Science and
Technology, Hanọ Le document a entièrement systématisé la théorie de la compétitivité des entreprises, afin que les entreprises puissent dessiner des méthodologies de gestion stratégique des affaires
3 Michael E Porter (1980), Competitive Strategy, Maison d’édition Jeune et DT
Books, Hanọ Michael E Porter propose une exploration complète des principes fondamentaux de l’avantage concurrentiel des entreprises
In their 2015 study published in the European Journal of Research, E Ryzhkova and N Prosvirnin explore the factors influencing corporate competitiveness in a market economy They analyze existing methodologies for assessing business competitiveness, identify key evaluation criteria, and propose hypotheses and initiatives aimed at enhancing the overall competitiveness of companies.
5 J.Fagerberg, D.C.Mowery et R.R.Nelson (2003), The concept of competition,
Oxford University Press Ce travail est une étude de la théorie de la compétitivité, mettant l’accent sur l’importance de l’innovation technologique dans les niveaux de compétitivité
In this study, the author examines the competitiveness of the industry from a broad perspective, analyzing the current situation of the company in the services and transportation sector compared to its market competitors The methodology employed is specific and detailed; however, the thesis's limitation lies in its insufficient analysis of the criteria used to evaluate the competitiveness of businesses.
* Aperỗu de la recherche au Vietnam
In her 2020 thesis, Nguyen Phuong Thuy explores strategies to enhance the competitiveness of Thang Long Mechanical and Electrical Refrigeration Joint Stock Company She systematically organizes general theories and clarifies the concepts of competition and business competitiveness Additionally, she identifies influential factors and highlights the key components that contribute to the competitiveness of companies in the refrigeration sector.
In her 2014 thesis at the Ho Chi Minh University of Technology, Vo Hoang Thao Nguyen explores strategies to enhance the competitiveness of Daco Greenlight products from Dai Thanh Electromechanical Manufacturing and Trading LLC The author systematically reviews competition theory, evaluates the company's strengths and weaknesses, and suggests actionable measures to boost the firm's market position.
In the 2015 thesis by Tong Khanh Ly at Thang Long University, titled "Situation and Solutions to Enhance the Competitiveness of Dong Thien Phu Group's Joint Stock Company," the author conducts a direct comparison of the company with its competitors By analyzing the key factors influencing competitiveness, Ly proposes effective and efficient solutions aimed at improving the company's market position.
4 Nguyen Thi Hanh (2011), Solutions pour améliorer la compétitivité la société par actions de Le Minh Trung, mémoire de fin d’études, Université de Thuong mai
The author examined the current state of Le Minh Trung's joint-stock company by assessing its competitive sources and market competitiveness Based on this analysis, the article offers solutions and recommendations aimed at enhancing the company's competitiveness against its rivals.
In her 2011 thesis, Nguyen Thi Bich Ngoc explores strategies to enhance the competitiveness of Hai Phong's MTV Import-Export Commercial Services Limited Company She systematically analyzes the theories of competition and competitiveness within a business context, providing valuable insights for improving company performance in the competitive market.
Parallèlement aux caractéristiques des entreprises, l’auteur a déterminé l’importance de chaque critère pour la compétitivité globale des entreprises sur le marché
Numerous scientific studies, theses, and reports have been published on various aspects of business competitiveness; however, there is a notable lack of research specifically focused on competitiveness in the import and export sector This gap highlights the significance of exploring this topic for businesses Therefore, I have chosen to study "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company," aiming to analyze its competitiveness in detail and propose solutions that will assist Viet Thanh in making informed decisions to enhance its market competitiveness.
Dans le but de proposer des solutions pour améliorer la compétitivité chez la société à responsabilité limitée de commerce d’import et d’export Viet Thanh Donc, le sujet
“Amélioration de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh” a pour but d’accomplir les tâches suivantes:
- Systématiser les bases théoriques et les enjeux réels, les connaissances liées à sujet de l’amélioration de la compétitivité de l’entreprise
CADRE THÉORIQUE SUR LA COMPÉTITIVITÉ ET L’AMÉLIORATION DE LA COMPÉTITIVITÉ DES ENTREPRISES
Les concepts de base
La concurrence est devenue un concept familier dans tous les domaines et constitue une préoccupation majeure sur le marché des entreprises
D’un point de vue économique, la “ concurrence ” est plus clairement définie dans le dictionnaire et dans les théories de la relativité des économistes tels que:
Selon Samuelson (1948): “La concurrence est une rivalité entre des entreprises qui se font concurrence pour des clients”
Selon Adam Smith (1770): “La concurrence peut réduire les cỏts et les prix des produits, faisant ainsi bénéficier la société dans son ensemble d ’une productivité accrue des entreprises”
Selon Michael Porter (1980): “La concurrence, c’est gagner des parts de marché
The essence of competition lies in the pursuit of profit that exceeds the average profit achieved by businesses This competitive process results in the distribution of profits within the industry, fostering significant improvements that may ultimately lead to price reductions.
Selon Marx (1978): “La concurrence est une rivalité, une lutte acharnée entre capitalistes pour conquérir des condition s favorables à la production et à la consommation de biens afin d’attirer des profits excédentaires”
D’après les définitions ci-dessus, on peut comprendre : La concurrence est la concurrence entre les entités commerciales sur le marché pour attirer et at tirer des clients
Competition is an essential aspect of economic activities and serves as a catalyst for enhancing production and commercial endeavors within the market mechanism It is crucial for identifying and proposing solutions and recommendations that can help businesses partially dominate the market while improving their overall competitiveness.
Actuellement, pour le concept de compétitivité, chaque document à des approches différentes et n’est toujours pas compris de manière unifiée
According to authors Nguyen Hoang Long and Nguyen Hoang Viet (2015), "capacity refers to the ability to utilize resources that have been intentionally linked within the operational areas of a business to achieve desired objectives."
According to Michael Porter (2013), a company's competitiveness is defined by its ability to dominate the market for similar or substitute products A high capacity to win and maintain market share indicates strong competitiveness Porter emphasizes that this concept extends beyond direct competitors to include potential rivals and substitute products as well.
Selon Vu Trong Lam (2006) : “La compétitivité d’une entreprise est la capacité de créer, de maintenir, d’utiliser et de créer de nouveaux avantages concurrentiels d ’une entreprise”
Competitiveness involves the effective use and control of a company's resources to capitalize on opportunities in the business environment This strategy aims to develop products and services that outperform competitors in the market, meet customer needs, and achieve the company's commercial objectives regarding profits, revenues, and market share.
1.1.3 Nécessité d’améliorer la compétitivité des entreprises 1.1.3.1 Améliorer la compétitivité pour survivre
With economic growth and WTO membership, competition is becoming increasingly intense, requiring businesses to exert greater efforts to survive and establish a market presence To thrive in such a challenging environment, companies must enhance their operations, seize opportunities, overcome limitations, and actively promote their achievements to elevate their status Improving competitiveness is essential for the survival and sustainability of the market.
1.1.3.2 Améliorer la compétitivité pour le développement
Competition serves as a powerful driver for the production and supply of goods and services A greater supply leads to stricter demand, enabling competition to weed out inefficient companies while promoting the growth of successful ones This continuous pursuit of solutions and improvements allows businesses to better meet customer needs As market demand fluctuates, companies must strike a balance between delivering quality and maintaining reasonable prices to attract and retain customers.
1.1.3.3 Améliorer la compétitivité pour atteindre les objectifs
Every business, regardless of its size, has specific objectives, with each stage presenting a different goal Profit remains the primary concern, making competition a crucial factor for companies to assess their own capabilities alongside those of their rivals to identify market gaps By effectively managing and enhancing their competitiveness, businesses can find it easier to achieve their objectives.
Quelques théories sur la compétitivité des entreprises
1.2.1 Le modèle de forces réglementaires concurrentielles de M.Porter
Selon Michael E.Porter, chaque secteur d’activité est affecté par 5 forces concurrentielles
Graphique 1.2 Modèle des 5 forces concurrentielles de M.Porter
(Source : Michael Porter, “Stratégies concurrentielles”, 1980)
- Concurrence entre les concurrents du secteur
Every industry faces competition, making it a central focus of competitive analysis This competition manifests through pricing, product quantity, market share, and product innovation among businesses operating in the same market As competitors become increasingly saturated, it is essential for companies to exercise timely discernment to maintain their competitive edge.
- Pouvoir de négociation des fournisseurs
Suppliers can significantly influence or even threaten manufacturers due to the importance and cost fluctuations of products that manufacturers must accept When companies are unable to source domestic raw materials, international suppliers gain even greater leverage While competition among suppliers allows businesses to select the best options, the limited bargaining power of suppliers remains relatively minor Therefore, companies need to be flexible and proactive to maintain control over supplier negotiations.
The threat of substitute products increases when the price of the current product rises, prompting customers to explore alternatives Competitors introduce substitutes that offer attractive incentives related to both service and pricing Unique features of the original product may be replaced by distinctive characteristics of the substitute that excite customers and fulfill their hidden needs The more similar the substitute product is to the company's offering, the greater the threat to the business.
Potential competitors pose a significant threat to businesses within the industry, even if they have not yet entered the market Their potential entry can lead to substantial losses for existing companies, highlighting the importance of monitoring and preparing for new competition.
Buyer negotiation power allows customers to influence businesses by pushing for lower prices, reduced purchase volumes, or higher quality standards If companies fail to recognize shifting market demands, they risk losing customers to competitors who can offer niche products that better align with consumer preferences.
1.2.2 Les types de stratégies concurrentielles
The cost leadership competitive strategy focuses on a specific market segment by offering the lowest possible prices Companies aiming for high profits from low costs and minimizing the threat of substitute products must achieve large-scale production, utilize low-cost raw materials, and implement efficient management and distribution practices.
Differentiation is the unique appeal that enables businesses to attract customers more effectively When a company identifies a distinctive attribute or feature that sets its product or service apart, it becomes a key competitive factor in the market.
A focused competitive strategy involves companies targeting a specific market segment and a distinct group of customers rather than trying to appeal to a broad audience By developing unique and distinctive features, businesses can more effectively attract customers This approach is essential for meeting consumer needs and enhancing brand awareness.
Modèle et contenu théorique sur l’amélioration de la compétitivité des entreprises
1.3.1 Modèle de recherche de la compétitivité des entreprises
Graphique 1.3 Modèle de recherche de la compétitivité des entreprises
(Source : documentation) 1.3.2 Contenu de la recherche sur la compétitivité des entreprises
Direct competitors are businesses that offer similar products or services within the same geographic area, targeting the same audience and addressing the same needs Competitors are essential in the business landscape, with variations in their strength and number, but their presence is universally significant.
Direct competitors elevate the competitive landscape, and to succeed, businesses must understand the market and their rivals This knowledge enables them to develop effective strategies and preventative measures.
Both parties target the same market and customer group with the shared goal of increasing profits and market share Therefore, it is essential to understand and analyze direct competitors to identify differences, innovate, and attract customers.
Identifier les concurrents directs à travers des aspects tels que:
A market study must include an analysis of the company's products and services aimed at customers and markets It should also examine how competing businesses sell and deliver similar products and services.
- Recueillir les avis clients: Par le biais d’entretiens, d’enquêtes auprès de clients fidèles, recueillir des avis pour comprendre leurs besoins, répondre rapidement par rapport aux concurrents
Researching online forums and communities is essential for gathering insights about potential clients interested in HR software Platforms like Facebook offer valuable information on customer preferences and experiences Additionally, exploring other forums and target customer groups can provide further insights into the needs and interests of your audience.
1.3.2.2 Développer un ensemble de critères pour évaluer la compétitivité des entreprises
Based on the foundational criteria of competitiveness, a comprehensive set of standards is developed, which includes two primary sources of competence: source competitiveness and marketing competitiveness.
- Compétitivité des ressources des entreprises:
+ Capacité financière Pour mener des activités commerciales, la finance est la première exigence et la prémisse matérielle nécessaire pour toutes les activités de production et commerciales
Every investment, purchase, or distribution must consider the financial potential of the company The size of the equity capital is determined by the company's accumulation over its operational lifespan Efficient operations lead to higher annual profits, which can be reinvested into production, thereby increasing equity capital Companies with substantial equity demonstrate financial autonomy, gaining the trust of both suppliers and customers From the outset, significant financial resources provide businesses with a more advantageous position in their commercial activities In addition to utilizing their own capital, companies can also tap into various sources of funding to meet their capital needs for production and business operations.
Managers play a crucial role in the growth of businesses by fostering a positive work environment and motivating employees Effective leaders provide direction that promotes collective development, enhances productivity, and facilitates mutual growth.
In business, people are the most crucial factor for success, as human resources play a decisive role in competitive advantage, particularly for commercial enterprises The effectiveness of customer service delivery hinges on the quality of human resources A well-structured human resources framework is essential for assessing whether the quality of human resources is high or low, directly impacting competitiveness.
Installation techniques encompass all the equipment, machinery, workshops, and warehouses of a company, playing a crucial role in labor productivity and competitiveness High-quality facilities enable businesses to produce superior products Furthermore, these installations reflect the composition of productive forces created by humans and signify the extent to which humans have harnessed natural resources throughout history Modern and well-maintained installations also indicate the development and growth of the company.
Research and development are crucial elements that coexist and promote each other, focusing on investing in and exploring new technologies to enhance business growth Through research, we can uncover innovative products and services that cater to customer needs and preferences Staying ahead of the competition requires consistently discovering something new to remain at the forefront of trends and markets.
The attributes of a product, including its characteristics and inherent value, are defined by measurable or comparable parameters that align with existing technological standards, ultimately determining its ability to meet specific human needs It is crucial for this alignment to address three key performance aspects: performance, price, and speed To remain competitive, companies must continually enhance product quality and pursue innovation.
The ultimate goal of a business is to generate profit, making pricing strategy a key focus for managers The price represents the agreed amount exchanged between a buyer and a seller for a product Market pricing is influenced by factors such as production costs, selling expenses, supply and demand dynamics, competitive intensity, and government regulations Each company selects its pricing strategy based on specific circumstances and stages, positioning price as a competitive tool in product marketing.
A distribution network serves as an intermediary point that facilitates the delivery of products from manufacturers to end customers, either directly or through various channels The effectiveness of a product's distribution network is crucial, as it directly impacts a company's ability to sell products, shapes marketing strategies, and enables businesses to establish a competitive edge in the market.
A strong distribution network can significantly enhance a company's market share while providing valuable customer insights and feedback Businesses can utilize various distribution channels, including direct, indirect, and mixed channels, each impacting product accessibility and overall competitiveness Selecting and establishing an effective distribution channel can take years, making it crucial for companies to thoroughly research and choose the right type of distribution strategy tailored to their needs.
Facteurs affectant la compétitivité des entreprises
1.4.1 Environnement macro 1.4.1.1 Facteurs de l’environnement économique
The economic environment encompasses the characteristics of the economic system in which businesses, particularly production and commercial enterprises, operate This factor significantly influences companies and plays a crucial role in the overall business environment.
Les facteurs économiques comprennent : le taux de croissance de l’économie, les problèmes liés aux taux d’intérêt, aux taux de change, aux taux d’inflation, aux impôts
Une économie stable, la croissance aidera les entreprises à se développer, à augmenter leurs bénéfices, à attirer des investissements et à ouvrir des opportunités pour les entreprises dans un environnement très concurrentiel
1.4.1.2 Facteurs de l’environnement politique et juridique
In general, politics and law are closely intertwined with the economy; instability in one often leads to instability in the other A stable political environment and a clear legal framework foster a favorable atmosphere for long-term business activities, ensuring convenience and equality among companies engaged in effective competition Laws directly impact the operations of every business within the economy For companies involved in import-export activities, it is crucial to pay special attention to the regulations of different countries, as variations in laws can pose significant obstacles for businesses.
1.4.1.3 Facteurs environnementaux de la science et de la technologie
In the context of global economic integration and rapid scientific advancement, technology has emerged as a crucial factor for business competitiveness The development of new sciences and technologies significantly influences product pricing, characteristics, and corporate positioning The more advanced the technology, the greater its impact on a company's competitive stance in the market, as most products and goods created today are linked to scientific and technological achievements.
The sociocultural environment encompasses life perspectives, lifestyles, beliefs, habits, cultural levels, customs, gender, and national identity It influences the needs, consumption capacity, and payment levels of target customer groups Cultural qualifications impact the quality of human resources Analyzing these factors enables businesses to tailor commercial strategies that align with the specific culture and customs of each region.
Suppliers play a crucial role in the production process by providing essential inputs, and their activities directly influence product quantity The pressure exerted by suppliers on businesses is significant, as some suppliers may hold monopolistic power, impacting the company's operations Consequently, any changes in suppliers can directly affect business activities and, in turn, influence overall competitiveness.
Customers are the primary focus for any business's existence, as their success or failure directly impacts the company's performance To remain competitive in the market, it is essential to effectively meet customer needs The customer base influences the overall market size, and customer trust can be a company's most valuable asset, stemming from the fulfillment of their preferences and satisfaction with products Therefore, businesses must continuously seek ways to better address customer needs.
Actuellement, dans les affaires, il ne suffit pas aux entreprises de comprendre uniquement leurs clients, mais de comprendre leurs concurrents pour pouvoir planifier des stratégies commerciales et concurrentielles efficaces
For businesses involved in import and export activities, competition extends beyond direct national rivals to include a growing number of potential competitors To effectively compete, companies must analyze the strengths and weaknesses of their rivals, enabling them to develop sound business strategies.
SITUATION RÉELLE DE LA CAPACITÉ CONCURRENTIELLE
Apperҫu général de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
2.1.1 Processus de création et de développement de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
Viet Thanh Import and Export Limited Liability Company, established in 2010 by its legal representative and director, Mr Nguyen Minh Hien, is a commercial enterprise based in Hanoi The company specializes in the buying and selling of goods, as well as national and international transportation services.
The company is dedicated to enhancing the quality of its door-to-door transport services, transshipment, and multimodal transportation for bulk goods, aiming to deliver maximum commercial efficiency to both national and international clients.
Since 2017, the company has been actively involved in the imported coal supply market, catering to businesses and large coal processing companies for thermal power plants To date, it has successfully managed large-scale coal transportation in the Duyen Hai and Vinh Tan regions.
Le 15 octobre 2018, la société a signé un contrat de transport de charbon avec des clients de la Northeast Defence Corporation par des navires d’un tonnage d’environ 1000 DWT à 1500 DWT pour fournir du charbon du terminal KM6 à Pha Lai et d’autres emplacements
In early October 2021, Viet Thanh Company and Northeastern Corporation of the Ministry of National Defense successfully signed a coal transportation contract, valued at 100,000 tons, for delivery to northern provinces of Vietnam such as Hai Duong and Bac Giang This coal transportation plan aims to meet the current demand of thermal power plants and support the preparation of the Thai Binh 1 and Thai Binh 2 power plants, with Vietnam Electricity Group as the investor.
The company operates over 20 vessels with a tonnage ranging from 2,000 to 20,000 DWT, providing and leasing ships to meet the growing demand for imported coal, utilizing mother ships of 50,000 DWT stationed in Vietnam As a specialized transportation service provider, the company has rapidly evolved into one of the leading firms in mineral production, trade, and inland transportation services in Vietnam.
2.1.2 Les métiers de la société Viet Thanh
- La société se concentre sur trois principaux domaines d’activité suivants:
+ Société minéraux miniers, combustibles: métaux, non-métaux, alliages, charbon, tourbe
We supply raw materials for large production facilities that have not undergone pre-engineering processes and have been treated, including iron ore, coal, titanium, and steel billets.
+ Fourniture de services de mandat d’importation, de transport de marchandises
- Les principaux services de la société sont:
+ Cargaison + Service d’entreposage + Importations: charbon, pétrole, pierre, fer et acier, minerai de fer et service de consignation d’importation
+ Extraction et traitement des minéraux
2.1.3 Organigramme de la société Viet Thanh
La société Viet Thanh a un modèle d’organisation et fonctionne conformément à l’article 73 de la loi sur la société de 2014
M Nguyen Minh Hien, directeur de la société Viet Thanh sera le représentant de la société pour exercer les droits et les obligations de la société
Schéma 2.1 : Organigramme de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
(Source : Département d’aministration et des ressources humaines de la société Viet
The organizational structure of Viet Thanh is straightforward, with each department assigned clear responsibilities based on the professional capabilities of its members This model of organization is well-suited to the company's needs.
2.1.4 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 –
1 Revenu net de la vente de biens et de la prestation de services
3 Bénéfice brut des ventes et de la prestation de services
Tableau 2.2 : Résultats commerciaux de la société Viet Thanh au cours de la période 20 18 – 2020
The commercial performance of Viet Thanh has significantly evolved and fluctuated over the years, as evidenced by the company's financial results Key elements highlight these changes in business activities.
Revenu net : La croissance de la société en 2018-2020 montre qu’en dépit d’être touchée par l’épidémie de Covid-19, la société est peu touchée
Between 2018 and 2020, the company aimed to minimize costs to maximize profits; however, the increase in revenue also led to higher associated costs This trend became evident in 2018.
2019, le cỏt a augmenté de 819 307 758 dongs (18,3 %), en 2019 - 2020 a augmenté de
In the fiscal year 2018-2019, the company experienced a profit increase of 190,597,387 dongs (11.1%), indicating strong performance However, during the 2019-2020 period, profits decreased by 63,415,063 dongs (3.06%) Despite this decline, which is not significant, it reflects that the departments continue to operate stably in the aftermath of the epidemic.
En bref, le bénéfice avant impôst et après impôst au cours de la période 2018 –
2020 de la société a diminué Cependant, en 2019 et en 2020, il y a eu une amélioration
Cela montre que les départements de la société ont fait preuve d’innovation dans ses activités d’affaires.
Analyse de la situation concurrentielle actuelle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
2.2.1 Situation actuelle des concurrents directs de la société Viet Thanh
According to survey results regarding direct competitors, the company has identified its most significant competitor in the northern market: Sakaeru Vietnam, a limited liability company specializing in import, export, and synthetic trade, amidst over 20 other businesses in the same sector.
(60% du choix de l’employé de la société Viet Thanh, selon le résultat de l’enquête)
According to an interview with Mr Nguyen Minh Hien, the Sales Director of Viet Thanh Company, there are currently many competitors in the market, including a limited liability company focused on import, export, and synthetic trading.
Sakaeru Vietnam, a limited liability company specializing in international trade and transportation, faces direct competition from Maryland, a limited liability delivery and commerce company, as well as from Vinavico The company has recognized Sakaeru Vietnam as its primary competitor in the import, export, and synthetic trade sector.
La société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam
La société à responsabilité limitée de commerce et transports internationaux
- La qualité des ressources humaines est évaluée avec beaucoup d’expérience
- Les activités de publicité et de promotion des ventes ne sont pas bonnes
La société à responsabilité limitée de livraison et de commerce Vinavico
- Prix raisonnable choisi par les consommateurs
- La qualité des ressources humaines est appréciée avec beaucoup d’expérience
- Les installations techniques sont encore en retard
2.2.2 Élaboration des critères pour évaluer la compétitivité de la socié té Viet Thanh
According to an interview with Mr Nguyen Minh Hien, the Director of the company, a total of 10 competitiveness criteria were examined and included in the questionnaire, and the company's leaders selected all 10 out of 10 criteria as shown in the table below.
Qualité du produit : Afin de rester compétitif sur le marché, la qualité du produit est considérée
0.16 marketing comme la plus importante Par conséquent, pour choisir une entreprise fiable, les clients choisissent toujours la qualité du produit comme critère d’évaluation
Pricing strategy: Price competition is a challenge that businesses consistently face when entering the market Due to the intense competitive landscape, pricing plays a crucial role in determining success.
Lorsque des concurrents apparaissent, l’entreprise doit élaborer une stratégie de prix raisonnable
A distribution network can expand or contract based on the company's reach To win customer loyalty, it is essential to establish an effective distribution channel system.
Advertising and sales promotion activities create a significant impact on customers, effectively attracting them through engaging programs designed to reach a broader audience.
The preference for using products from reputable brands is a key indicator of quality Choosing well-known and trusted brands instills a sense of confidence and assurance in consumers, as these products are often perceived to be of superior quality.
Critères de compétitivité des sources
Financial capacity is essential for a company to achieve its objectives, as it ensures a stable source of capital To further its development beyond participating in major bidding projects, a strong financial foundation is crucial.
Capacité de l’administrateur: affecte les cỏts de main-d’œuvre ainsi que les cỏts des produits
The quality of human resources is a crucial factor influencing the overall quality of a company's products When the skilled workforce is of high caliber, it significantly enhances the company's competitiveness in the market.
Installations techniques: Une condition pour mener à bien la production et les affaires, créer des produits de qualité Des installations modernes contribueront à augmenter la productivité
Potentiel de recherche: les produits commerciaux peuvent être facilement copiés et imités, il est donc essentiel de créer constamment de nouveaux produits innovants dans les produits des clients
Tableau 2.3 Tableau évoquant l ’importance des compétitivités la société
(Source : formulaire d’entretien) 2.2.3 Compétitivité globale de la société Viet Thanh a) Compétitivité absolue
Graphique 2.3 Graphique illustrant les résultats de l ’enquête sur les points de classement des capacités concurrentielles
Critères Importance La société à responsabilité limitée de commerce d’import et d’export Viet Thanh
La société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam
La société à responsabilité limitée de commerce et transports internationaux MARYLAND
La société à responsabilité limitée de livraison et de commerce Vinavico
Le point important de la compétitivité
Le point important de la compétitivité
Le point important de la compétitivité
Le point import ant de la compé titivité Critères de compétiti vité marketing
Activités de publicité et de promotion des ventes
Critères de compétiti vité des sources
Tableau 2.4 Évaluation générale de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh en comparaison avec ses concurrents
(Source : formulaire d’enquête) b) Compétitivité relative
La compétitivité de la société Viet Thanh par rapport de la société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam est:
The competitiveness of Viet Thanh Company is 1.13 times greater than that of Sakaeru, a limited liability import-export and synthetic trade company in Vietnam However, this close margin indicates a significant risk of losing market share and customers to this competitor The figure of 1.13 is concerning, highlighting the need for Viet Thanh to develop strategies and policies to enhance its competitiveness Additionally, the company still lags behind its competitors in terms of technical facilities.
Évaluation de l’influence des facteurs environnementaux sur la compétitivité
de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
2.3.1 Influence des facteurs de l’environnement macro a) Facteurs environnementaux économiques Fin de 2020, le Vietnam a atteint un “double objectif” à la fois d’assurer le développement socio-économique et de prévenir et contrôler de manière drastique l’épidémie de Covid-19 Le taux de croissance économique pour l’ensemble de l’année
2020 a atteint 2,91 %, le PIB mondial en 2020 a diminué de 4,2 % par rapport à 2019
The year 2020 was marked by unpredictable fluctuations due to high inflation in the early months, a significant decline in the supply of essential food products, and reduced consumer demand for fuel, leading to a notable decrease in gasoline prices The ongoing epidemic continued to exert substantial pressure in the latter months of 2021, clearly impacting the Vietnamese economy in early 2022, as rising prices of raw materials, fuel, and construction materials were influenced by global market trends.
Ainsi, on peut voir que la pandémie de Covid-19 a eu un impact vraiment négatif sur le développement économique du Vietnam
Currently, the rising standard of living has led to an increased demand for imported goods, as domestic products cannot meet consumer needs This shift, coupled with ongoing construction projects, creates favorable conditions for companies to implement market development strategies Additionally, the political and legal environment significantly impacts economic opportunities and uncertainties The unexpected outbreak of the Covid-19 pandemic in 2020 forced countries worldwide, including Vietnam, to adopt unprecedented legal measures.
Operating in the import and export sector, the ongoing epidemic has significantly impacted judicial procedures Indeed, regulatory challenges and gaps in importation practices have dual effects on society While the mortar presents opportunities, it also poses challenges for the community.
Therefore, company leaders must pay close attention to this area to implement the most effective and appropriate measures Additionally, environmental factors related to science and technology play a crucial role in this process.
The role of science, technology, and innovation as essential tools in achieving sustainable development goals significantly contributes to economic growth.
The implementation of modern technologies in society enhances both the management skills and expertise of leaders and employees, while also improving service quality This technological advancement helps reduce sales prices and increases the efficiency of business operations, ultimately boosting competitiveness against other companies.
Viet Thanh Company has struggled to implement modern technologies in its production lines, relying on outdated machinery and equipment that have not seen improvements Currently, the company utilizes technology only for packaging, transportation, and management, with most processes still performed manually This reliance on manual labor leads to significant delays in production, especially when handling multiple large orders simultaneously Consequently, technological advancement has become a major concern for the company Additionally, in the context of an open economy, Vietnam's gradual integration into the global market has heightened consumer demands, compelling Viet Thanh to enhance and develop its corporate culture.
Vietnamese culture today seeks to inherit traditional values while embracing new, forward-looking ideals such as democracy, modernity, humanity, liberalism, and tolerance Significant investments and developments in telecommunications and internet infrastructure continue to thrive Communication activities have made substantial progress, offering multidimensional information and rich content that elevate intellectual standards, broaden knowledge, and facilitate quick access to new insights about humanity, ultimately enhancing the quality of life and public awareness.
Vietnamese consumer purchasing habits significantly impact the Viet Thanh society As domestic products fail to meet the diverse needs of the population, the market has become segmented into various categories To maximize target profits for commercial investors, an optimal economic development strategy involves importing goods to satisfy the population's demands.
To enhance product competitiveness, the company must implement specific product strategies The selection of commercial products is influenced by various factors, including regional market demand and customer preferences.
Par conséquent, lors de la vente, la société doit étudier attentivement les facteurs culturels et topographiques de chaque région
2.3.2 Influence des facteurs de l’environnement du secteur a) Fournisseurs
Les matières premières de la société sont principalement le charbon, le pétrole, la pierre qui sont des produits que la société ne peut pas acheter à l’extérieur
The company sources its primary coal imports from Indonesia, Russia, Australia, and South Africa Since most raw materials are imported, timely import activities are essential for successful business operations Additionally, the company will adopt a more proactive approach in addressing any anomalies that may arise.
In 2020, the volatility in the market led to a significant decrease in the importation of goods from abroad, causing delivery delays that negatively impacted the company's reputation Customers play a crucial role in determining the company's revenue and profits, as they range from individual consumers to power plants and large enterprises These clients have stringent demands regarding product quality, service, and overall standards.
En bref, les clients ont de plus en plus de choix de de marchandieses dans le marché, surtout dans une période de hausse fluctuation des prix comme 2020 -2021
L’objectif de garder 20 % de clients et 80 % de chiffre d’affaires est vraiment difficile
La pandémie de 2020 a considérablement affecté les activités commercialles de la société, entraợnant la perte de clients potentiels de la sociộtộ
CHAPITRE 3 PROPOSITIONS DES SOLUTIONS POUR AMÉLIORER LA COMPÉTITIVÉ DE LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE
Conclusions sur la situation concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
3.1.1 Réalisations obtenues lors du processus de l’amélioration de la compétitivité de la société Viet Thanh
Après près de 11 ans pérant dans le secteur, la société a remporté certains succès
Dans le même temps, la qualité des produits de l’entreprise est très appréciée, de sorte que la rộputation de la sociộtộ ne cesse de s’accroợtre
Additionally, after successfully participating in a tender for a coal supply project for major national thermal power plants, the company's brand of products and services has gained greater recognition in the market This success has attracted more domestic and international clients in the import and export sector.
The company's workforce is comprised of young professionals, and the management team consists of passionate, qualified individuals This creates a dynamic and enthusiastic work environment that fosters collaboration and innovation.
Furthermore, the company's market share is increasingly expanding in regions such as Binh Duong, Tra Vinh, Hai Duong, Bac Giang, and Quang Ninh Therefore, it is essential for the company to establish strong diplomatic relations, enhancing its reputation in neighboring provinces like Hai Duong and Bac Giang.
In addition to its commercial achievements, the company has effectively implemented state regulations in its business operations It consistently adheres to tax payment regulations to the state budget and complies with labor and business law requirements.
3.1.2 Limites de l’amélioration de la compétitivité de la société Viet Thanh
Outre ces réalisations abordées ci-dessus, il existe encore des limites à surmonter
The company has not clearly defined specific competitive measures To address this, it must consider each situation and anticipate potential incidents to develop a comprehensive understanding and appropriate response.
The issue of price limitation is a major concern due to the company's inadequate management of entry factors The supply of raw materials is restricted by pricing, payment terms, quantity, quality, and the available sources of production These shortcomings lead to increased labor costs and operational expenses for machinery, ultimately diminishing the company's price advantage over its competitors.
The company has been established for 11 years, and its technical facilities are now outdated Each year, expenses for repairs, maintenance, and depreciation have significantly increased This limitation is causing substantial harm to the company.
3.1.3 Causes des limites dans le processus de l’amélioration de la compétitivité de la société Viet Thanh a) Causes subjectives Les causes qui affectent directement la société sont les faiblesses au sein de la société Plus précisément en tant que:
Inefficient use of input resources leads to waste and unnecessary costs, such as significant loss of raw materials, interest charges, outdated equipment, and cumbersome management This ultimately increases expenses and reduces the competitiveness of the business.
The company's machinery is largely outdated, hindering its ability to keep up with today's advanced equipment Financial constraints limit the company's capacity to invest in new, cutting-edge technology Since Vietnam's accession to the WTO, the market economy has fostered fair competition and attracted numerous foreign investment firms, presenting an opportunity for technological innovation However, this has also posed significant challenges as the company faces increasing competition from rivals with substantial financial resources.
The rapid advancement of science and technology will lead to the emergence of numerous alternative products and services that are of lower quality and more affordable prices, posing challenges to production and business operations for companies.
Prévisions, orientation sur la capacité concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
3.2.1 Prévisions de l’environnement concurrentiel de la société dans le temps à venir
In the context of increasing global market integration, Vietnam's accession to the WTO has opened up opportunities for transformation, particularly in the import-export sector With a growing population and improved living standards, consumer demand for high-quality products is driving sector growth Additionally, rising incomes and rapid urbanization are essential factors contributing to this expansion Forecasts indicate that the purchasing power in the northern region is expected to increase by 20-25% annually, while the southern region could see a rise of 30-40% per year.
Generally, raw material imports for production tend to increase at the beginning of the year and decline in the second half, while exports peak in the latter half However, the activities of both import and export can be negatively impacted by the fourth wave of the Covid-19 pandemic in various regions, particularly in major raw material production areas like Bac Giang, Bac Ninh, Hanoi, and Ho Chi Minh City Consequently, companies must strive to enhance their competitiveness and adaptability to overcome challenges and proactively pivot their business strategies to effectively seize opportunities in the new context.
Capturing new consumer trends and addressing the needs for improved living standards, especially in major cities, presents a significant opportunity for Viet Thanh to enhance profitability through effective market development strategies.
3.2.2 Orientation des activités commerciales de la société Viet Thanh
Viet Thanh aims to become a leading supplier in the import and export sector in Vietnam by enhancing competitiveness for solid integration into the regional economy The company is focused on ensuring product quality and improving its reputation To achieve these goals, Viet Thanh must leverage opportunities, overcome challenges, and concentrate on resolving internal issues to strengthen its competitive advantage.
The company should persist in implementing market penetration and development strategies, particularly focusing on the Northern market to expand its market share Additionally, the company will continue to engage in new projects related to the supply of imported coal, specifically targeting large coal processing companies to provide coal for thermal power plants.
Special attention should be given to the recruitment and training of a skilled workforce with relevant experience Additionally, there are plans to invest in and acquire more modern equipment to better serve the community.
The company should focus on product development, service quality, and innovation through integration, competition, and cooperation By nurturing relationships with clients, it can effectively merge traditional markets to foster customer growth and explore new markets, ensuring a stable supply of goods Additionally, the company will prioritize enhancing product quality and gradually increasing brand value.
Propositions des solutions pour améliorer la compétitivi té de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
3.3.1 Développement d’une politique de prix raisonnable
In recent years, the company has struggled to achieve positive results in its business activities due to inadequate expenditure management, leading to high costs relative to generated revenues To enhance product competitiveness, it is essential to develop effective strategies for establishing a reasonable pricing policy tailored to different customer segments.
The company should focus on reducing raw material costs by sourcing from a wider range of suppliers to secure competitive pricing while ensuring consistent quality By collaborating with additional suppliers, the company can expand its options for raw materials.
To minimize inventory costs, the company should import goods based on customer orders to ensure that imported items are sold out, thus reducing stock levels Additionally, the company should implement efficient transportation planning to lower shipping expenses and other related costs, particularly indirect costs such as transportation, warehousing, and handling fees.
The company should enhance training activities to improve employees' knowledge and management skills, as well as refine its organizational structure to enable optimal performance Additionally, increasing work productivity through measures such as upgrading technical machinery and recruiting, training, and developing employees will facilitate better job adaptation and efficiency Furthermore, improving production effectiveness and business operations while reducing output costs will significantly boost the company's competitiveness.
3.3.2 Achèvement de la structure des infrastructures physiques et techniques
The continuous advancement of technology plays a crucial role in enhancing the technical facilities of society Scientific and technological progress serves as the driving force behind socio-economic development, highlighting the importance of considering various factors in this evolution.
L’innovation technologique est un enjeu incontournable qui régule l’existence et le développement la société
The costs associated with waterways are significantly lower than those of road transport Therefore, companies should enhance the maintenance and upkeep of their equipment, ensuring timely replacement of spare parts for vessels This approach will enable them to select the most suitable shipping method.
The company should invest in modern machinery and equipment that align with its financial capacity, focusing on options with short amortization periods and low maintenance costs to ensure a quick recovery and stable, high-yield production Despite currently modest financial resources, the company can consider purchasing technology and equipment through deferred payments, installment plans, or extended payment terms Additionally, while the company utilizes a significant number of trucks for material transportation, it should further invest in vehicles such as container trucks and tankers to reduce transport costs and efficiently handle bulk goods.
Promoting equipment maintenance and the prompt replacement of spare parts is essential for ensuring longevity and minimizing energy loss during operation This practice helps maintain operational quality, reduces production interruptions, and prevents declines in product quality Additionally, since waterway transportation costs are significantly lower than road transportation costs, companies should prioritize timely inspections of vessels to select the most suitable transportation mode.
The company should prioritize the active deployment of software applications alongside hardware engineering Enhancing the website's software content is essential, with a focus on creating multiple language versions, including English, French, and Chinese, to facilitate international customer access to the company's products Additionally, improving internet utilization for production and business activities is crucial; this can be achieved by regularly researching online market and customer needs to swiftly implement appropriate policies and effectively promote the company's brand.
Outdated machinery and equipment significantly impact the quality of finished products, leading to production interruptions and labor losses that compromise both product quality and volume Therefore, investing in the modernization of machines and equipment is essential and urgent for companies to enhance quality, scale operations, and increase production capacity in the current landscape.
During my internship and research at Viet Thanh Limited Liability Company, which specializes in import and export trade, I observed that companies in the market economy face numerous challenges and difficulties This is largely due to increasingly fierce competition, especially in the current epidemic situation.
To thrive in a competitive market, Viet Thanh must enhance its high-quality management system It is crucial for the company to focus more on activities that boost its competitiveness, as this is essential for effectively rivaling other competitors in the industry.
During my research at Viet Thanh Import and Export Limited Liability Company, I gained valuable practical and professional knowledge in business administration within a production and commercial enterprise This experience has been instrumental as I approach the final stage of my university studies, which involves an internship and thesis writing Additionally, I conducted in-depth research on enhancing the company's competitiveness and provided suggestions and proposals to Viet Thanh Import and Export Limited Liability Company regarding this issue.
I have successfully completed my thesis on the topic: "Improving the Competitiveness of Viet Thanh Import and Export Limited Liability Company." I would like to express my gratitude to Ms Nguyen Thi My Nguyet and Ms Le Thuy Duong for their invaluable advice and enthusiastic support during the writing process Additionally, I sincerely thank the board of directors, management, and all employees of Viet Thanh Import and Export Limited Liability Company for their assistance, which enabled me to successfully conduct this study.
1 La société à responsabilité limitée de commerce d’import et d’export Viet Thanh États financiers des entreprises de 2018 à 2020
2 Dr Vu Trong Lam (2006), Améliorer la compétitivité des entreprises dans le processus d’intégration économique internationale, Maison d’édition politique nationale
3 Dr Nguyen Bach Khoa (1997), Marketing Management, Maison d’édition statistique
4 Nguyen Hoang Long, Nguyen Hoang Viet (2015), Gestion stratégique, Maison d’édition statistique
5 Nguyen Thi Hanh (2011), Solutions pour améliorer la compétitivité la société par actions de Le Minh Trung, mémoire de fin d’études, Université de Thuong mai
6 Tong Khanh Ly (2015), Situation et solutions pour améliorer la compétitivité de la société par actions du groupe Dong Thien Phu, mémoire de fin d’études, Université de Thang Long
7 Nguyen Thi Bich Ngoc (2011), Quelques solutions pour améliorer la compétitivité de la société à responsabilité limitée MTV service commercial d’import et d’export de Hai Phong, mémoire de fin d’études, Hai Phong Private University
DE LA SOCIÉTÉ VIET THANH
My name is Dao Huyen Trang, a student in class K54Q1 I am conducting research for my thesis on enhancing the competitiveness of the limited liability import and export company, Viet Thanh Please take a moment to answer some of the following questions All information gathered will be used solely for research purposes Your assistance will significantly contribute to the success of this study.
7 Date de remplissage du formulaire:
Sur la compétitivité de la société Viet Thanh, veuillez fournir les informations suivantes:
1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de la société Viet Thanh (note sur une échelle de 100, note totale de tous les facteurs égale à
9 Activités de publicité et de promotion des ventes
When considering the main competitors of Viet Thanh, several companies emerge as significant contenders These include Sakaeru Vietnam, a limited liability company specializing in import, export, and trade; Hoa Phat Transportation Joint Stock Company; MARYLAND, a limited liability company focused on international trade and transportation; and Vinavico, a limited liability company engaged in delivery and commerce Each of these firms presents unique challenges in the competitive landscape.
3 Pourriez-vous donner une évaluation de la capacité concurrentielle actuelle de la société Viet Thanh?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - de la société …………
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – de la société ………… ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – de la société ………… ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
My name is Dao Huyen Trang, and I am in class K54Q1 I am working on my final thesis titled "Improving the Competitiveness of Viet Thanh Import and Export Limited Company." I kindly ask you to take a moment to answer some of the following questions Please note that all information gathered will be used solely for research purposes Your assistance is greatly appreciated and will significantly contribute to the success of this study.
7 Date de remplissage du formulaire:
As a client of Viet Thanh Import and Export Limited Liability Company, you are likely familiar with the company's competitive landscape Please provide the following information to enhance our understanding.
1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de la société Viet Thanh (note sur une échelle de 100, note totale de tous les facteurs égale à
9 Activités de publicité et de promotion des ventes
In evaluating the competitive landscape for Viet Thanh, key competitors include Sakaeru Vietnam, a limited liability company specializing in import, export, and trade; Hoa Phat, a joint-stock transportation company; MARYLAND, a limited liability company focused on international trade and transport; and Vinavico, a limited liability delivery and commerce firm Identifying the primary competitor among these options is crucial for strategic positioning in the market.
3 Pourriez-vous s’il vous plaợt donner une ộvaluation de la capacitộ concurrentielle actuelle de la société ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - la société
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes
LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT ET
Bonjour mesdames et messieurs, je m’appelle Dao Huyen Trang – Étudiante:
I am currently conducting research for my thesis at the Faculty of Business Administration at Thuong Mai University, focusing on "Enhancing the Competitiveness of Viet Thanh Import and Export Limited Liability Company." It is essential to carefully select the criteria for evaluating business competitiveness and understand the significance of these criteria in driving success.
Veuillez souligner que les réponses ci-dessous ne sont utilisées qu’à des fins de recherche et de statistiques, nous garderons strictement confidentielles les informations personnelles et commerciales
Please rate the importance of the selection criteria for the competitiveness of the company on a scale from 1 to 100, ensuring that the total score for all criteria equals 100 points.
Facteurs Option Pas le choix Poids
9 Activités de publicité et de promotion des ventes
RÉSULTATS DE L’ENQUÊTE A1 RÉSULTATS DE L’ENQUÊTEDE RÉALISÉE AU PRÈS DES EMPLOYÉS
DE LA SOCIÉTÉ VIET THANH
1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de l’entreprise (note sur une échelle de 100, note totale de tous les facteurs égale à 100) ?
9 Activités de publicité et de promotion des ventes 80
Among the companies listed, which competitor do you believe is the main rival of the business? You may select more than one option: a Sakaeru Vietnam, a limited liability company for import, export, and synthetic trade (6/10), b Hoa Phat Transport Joint Stock Company (0/10), c MARYLAND, a limited liability company for international trade and transport (2/10), d Vinavico, a limited liability company for delivery and commerce (2/10).
3 Pourriez-vous s’il vous plaợt donner une ộvaluation de la capacitộ concurrentielle actuelle de la société ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 2 6 2 0
4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - la société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 3 7 0 0
5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de commerce et transports internationaux MARYLAND ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 3 6 1 0
6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de livraison et de commerce Vinavico ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 4 6 0 0
A2 RÉSULTATS DE L’ENQUÊTE AUPRÈS DES CLIENTS DE LA SOCIÉTÉ VIET THANH
1 Pourriez-vous noter l’importance des critères constitutifs de la compétitivité de l’entreprise (note sur une échelle de 100, note totale de tous les facteurs égale à 100) ?
9 Activités de publicité et de promotion des ventes 86
In evaluating the competitive landscape for Viet Thanh, several companies emerge as potential rivals Sakaeru Vietnam stands out as the primary competitor, receiving a score of 4 out of 10, indicating a stronger presence in the market In contrast, Hoa Phat Transport, MARYLAND International Trade and Transport, and Vinavico Delivery and Commerce each scored 2 out of 10, suggesting they are less significant competitors in comparison to Sakaeru Vietnam.
3 Pourriez-vous s’il vous plaợt donner une ộvaluation de la capacitộ concurrentielle actuelle de la société ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 4 4 2 0
4 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents - la société à responsabilité limitée d’import et d’export et de commerce synthétique Sakaeru Vietnam
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 4 6 0 0
5 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de commerce et transports internationaux MARYLAND ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 4 6 0 0
6 Pourriez-vous évaluer la situation concurrentielle actuelle des concurrents – la société à responsabilité limitée de livraison et de commerce Vinavico ?
Facteurs Bon Plutôt Moyen Faible
9 Activités de publicité et de promotion des ventes 3 7 0 0