Problématique
In recent years, the economy has gradually evolved into a globalized system, with Vietnam also embracing its integration into the world economy This shift presents numerous opportunities and challenges for businesses The opening of the market creates a vast consumer base while intensifying competition, not only among domestic companies but also with foreign competitors within the country As a result, businesses are compelled to adopt new strategies and adapt flexibly to the changing business environment to survive and thrive.
Market-driven business practices demonstrate that the business environment is constantly evolving, challenging the rigidity of both short-term and long-term business plans The complexities of a globalized economy present numerous challenges and opportunities that directly affect the viability and growth of individual businesses, increasing market competitiveness Consequently, companies must adopt effective planning tools that are flexible enough to adapt to these changes, allowing them to capitalize on opportunities while minimizing risks Therefore, the development of the market during this period necessitates appropriate plans and strategies The oil market, in particular, represents a potential and growing sector, fueled by the country's industrialization and modernization efforts.
Hoang Ha Limited Liability Company is a strategic player in the petroleum distribution sector, meeting essential socio-economic needs As a distributor of Petrolimex products in Ninh Binh and Hai Phong, the company has achieved significant success by establishing long-term business relationships with major partners, securing a stable market presence However, in today's globalized economy, competition is intensifying To survive and thrive in the long run, Hoang Ha must implement strategies to expand its market reach, enhance product consumption capacity, and ultimately boost sales and profitability.
Through researching and engaging with the real business situation of Hoang Ha Limited Liability Company, it becomes evident that the company's market development strategy planning is currently limited and requires enhancement Acknowledging the significance of strategic planning for market growth, we aim to optimally contribute to improving our business processes for the betterment of our company.
Donc, Planifier la développement du marché de la société à responsabilité limitéeHoang Ha "comme le sujet de mémoire de fin d'études
Aperỗu de la situation de la recherchộ
In the exploration of market development strategies and market planning, the author identified numerous books and prior studies focused on market development strategies Notable literature includes works on strategic management and essays related to strategic planning.
"Strategic Management" by Nguyen Hoang Long and Associate Professor Nguyen Hoang Viet at Thuong Mai University offers foundational theories and concepts in strategic management The program covers key phases and models of strategic management, detailing each process involved and providing guidance on business scenario analysis for companies.
- Mộmoire sur ôLa planification stratộgique de dộveloppement du marchộ à la sociộtộ par actions de Technology et Construction Cuong Thinhằ par Tran Thi Ha,
In 2015, Thuong Mai University conducted a study focusing on the theoretical aspects of market development strategy planning The research provided a detailed analysis of the strategic planning situation within Cuong Thinh Technology and Construction Joint Stock Company, highlighting various planning constraints Based on these findings, the author proposed solutions aimed at enhancing the market development strategy.
- Mémoire "Achèvement de la planification stratégique de la société à responsabilitộ limitộe Hoang Nam" par ô Hoang Trung Kien ằ, Vietnam Trade
The author presents foundational theories of strategic planning, applying analytical knowledge to assess the strategic planning situation of Hoang Nam Limited Company The article offers solutions and recommendations aimed at enhancing the strategic planning processes of Hoang Nam, ultimately contributing to the company's growth and effectiveness in its market.
"Strategic" by Gerry Johnson, Kevan Scholes, Richard Whittington, and Frédéric Fréry offers a comprehensive exploration of strategic theories and foundational concepts The program delves into detailed content on strategic diagnosis, strategic choices, and strategic deployment, making it a valuable resource for understanding the intricacies of strategic management.
The aforementioned documents examined training practices across various companies; however, there is a lack of research on strategic planning for market development specifically for Hoang Ha Limited Liability Company Consequently, the author does not provide a comprehensive repetition of this topic.
In the study, various authors present the most effective scientific research methods, offering specific and detailed solutions This serves as a foundation for the author to consult and explore new areas necessary to identify gaps in other subjects and enhance this thesis.
Établir des problèmes de recherche
Le sujet: " La planification de la stratégie de développement du marché de la société à responsabilité limitée Hoang Ha " est la réponse aux questions:
- Le concept de stratégie? Quel est le but et la nature de la stratégie?
The concept of market development strategy involves expanding a business's reach by targeting new customer segments or geographical areas The primary objectives of a market development strategy include increasing market share, enhancing brand awareness, and driving revenue growth This strategy positions the company to capitalize on untapped markets, fostering long-term sustainability and competitiveness Key components of a market development strategy encompass market research, identifying potential customer bases, and tailoring marketing efforts to meet the needs of these new segments.
- Quelles étapes sont impliquées dans la planification de la stratégie de développement du marché? Quel est le contenu de la stratégie de développement du marché?
In my final thesis, I aim to clarify the theoretical aspects of market development strategy and the elements involved in strategic planning for the market development of commercial enterprises This assessment will include an analysis of the current situation and proposed solutions, focusing on the strategic market development planning of Hoang Ha Limited Liability Company.
Objectifs de l'étude
The research objectives of the project focus on analyzing and evaluating the current state of market development strategies This includes proposing solutions to effectively plan the market development strategy for Hoang Ha Limited Liability Company.
- Systématiser la base théorique pour la planification stratégique du développement du marché avec les caractéristiques du marché du pétrole
Analyzing the strategic planning situation for market development at Hoang Ha Limited Liability Company reveals key successes as well as limitations This assessment identifies the factors contributing to these achievements and challenges, providing valuable insights for future growth strategies.
- Proposès des solutions de planification stratégique pour le développement du marché de la société à responsabilité limitée Hoang Ha.
Sujets et portée de la recherche
The study focuses on the theory of market development strategy for businesses in Vietnam, specifically examining the practical planning strategy for market development at Hoang Ha Limited Liability Company.
The research focuses on the oil market of Hoang Ha Company, specifically in Ninh Binh province, Hai Phong, and neighboring provinces.
- Période: Rassembler des informations et des données sur une période de 3 ans:
2014, 2015, 2016 et proposer un système de solutions et de stratégies pour les 3 prochaines années.
Méthodologie de recherché
Méthode de collecte de données
This research focuses on the business environment factors, including the macro environment, industry environment, and internal environmental factors of Hoang Ha Company It aims to utilize both primary and secondary information to support the study and analyze the thesis effectively.
Secondary data refers to information that has been gathered from a variety of sources, including newspapers, books, documents, online resources, and data collected from businesses.
Primary data sources include direct interviews and questionnaires sent to respondents, such as company executives and clients For Hoang Ha Limited Liability Company, the author conducted several direct interviews with the company's senior management to gather primary information.
The objective of this survey methodology is to gather insights from senior executives regarding strategic planning, market development, and customer evaluation as they engage with the company's products.
The collected data from the questionnaire primarily includes inquiries about the various forms, methods, and procedures used in market development strategy planning, as well as the degree of consistency among the frameworks.
+ Groupe cible: Cadres supérieurs, employés et clients de la société Hoang Ha + Quantité: 10 personnes
Après avoir recueilli des données primaires et secondaires, j'ai utilisé des méthodes statistiques, la synthèse de données et l'analyse de données pour tirer des conclusions.
Méthodes de traitement de données
- Les méthodes statistiques sont collectées à travers des entretiens, des enquêtes, des données secondaires provenant d'entreprises ou d'Internet
Analytical methods involve examining data collected from questionnaires and investigating secondary data sourced from the company or the internet This process aims to assess the current state of the company's market development strategy.
The comparison method involves synthesizing data to analyze the differences between years, highlighting increases or decreases in indices This approach allows for the evaluation of a company's strengths and weaknesses, as well as its advantages and disadvantages, ultimately leading to the identification of solutions to existing problems.
Structure du sujet
En dehors de l'introduction et des conclusions, la thèse est structurée en trois chapitres:
Chapitre 1: Base théorique de base sur la planification stratégique pour le développement du marché des entreprises
Chapitre 2: Résultats de l'analyse de la stratégie de développement du marché de la société à responsabilité limitée Hoang Ha
Chapitre 3: Propositions pour la planification stratégique du développement du marché de la société à responsabilité limitée Hoang Ha
CADRE THÉORIQUE
Concepts et théories liés à la planification stratégique pour le développement du marché
According to Bruce Henderson, the founder of the Boston Consulting Group (BCG), the strategic concept is closely tied to competitive advantage Competitive advantage positions a company favorably against its rivals, enabling it to create greater economic value for its customers Henderson emphasized that "strategy is a careful search for a plan of action to develop and combine the organization's competitive advantage." The distinctions between your business and its competitors form the foundation of your advantage.
According to F David (2008), the concept of strategy has evolved to encompass a "set of decisions and actions that enable predictions, or at least forecasts, of a foreseeable future that remains fraught with risk."
According to G Johnson and K Scholes, strategy involves defining the long-term fundamental objectives of a business and selecting the path or course of action, along with the allocation of essential resources, to achieve these goals.
According to the definitions provided, a company's strategy is designed to address key questions: (1) Where is the company positioned? (2) Which companies will compete in the market for products and services? (3) How do resources create a competitive advantage? (4) In what ways do external factors influence a company's competitiveness? From these approaches, the author defines strategy as a set of decisions that guide the long-term development of the company and outline actions to ensure the organization adapts and responds effectively to a changing environment.
1.1.1.2 Définition de la stratégie de développement du marché
La stratégie de développement de marché est l'une des stratégies stratégiques de l'intensité de la stratégie d'entreprise de l'entreprise.
Market development strategy involves introducing a company's existing products and services into new markets This strategic approach aims to increase sales both in breadth and depth, enhancing the company's size and commercial benefits It encompasses various methods and activities that not only expand the range of products offered but also strive to achieve higher goals, such as increasing market share and improving profitability.
La stratégie de développement du marché de l'entreprise est d'améliorer la capacité d'exploiter le marché existant, d'élargir le marché des produits par zone géographique.
Businesses develop and implement market expansion strategies to identify new markets for their products and services, especially when consumer demand in existing markets is saturated or when competition is intense.
1.1.1.3 Définition de la planification stratégique
Strategic planning is a process that involves defining a business mission, conducting research to identify opportunities and challenges, and assessing internal and external strengths and weaknesses It focuses on setting long-term goals and developing strategies and alternatives to address specific issues in a logical manner.
Les facteurs influenỗant la planification stratộgique
Economic factors significantly impact business operations, with key elements including economic growth, interest rates, exchange rates, and inflation These variables are crucial for companies as they navigate their strategic decisions and overall market performance.
Economic growth reflects the size and expansion of an economy, measured by indicators such as GNP, GDP, and PCI A country with a high growth rate attracts both domestic and foreign investors, enhancing business opportunities However, this growth can also lead to increased competition, as new companies enter the market, posing a threat to the market share of existing businesses Conversely, a deteriorating economy can create challenges for the business sector, making it difficult for companies to thrive.
Interest rates play a crucial role in market economics, significantly influencing business operations An increase in interest rates typically leads to higher savings, resulting in reduced consumer spending and a potential decline in product demand Conversely, elevated interest rates can impact capital demand, prompting businesses to scale back their production efforts.
The exchange rate represents the value of the local currency compared to foreign currencies Fluctuations in exchange rates can significantly impact business conditions, presenting various opportunities for companies, particularly when the exchange rate is low, indicating that the local currency is weaker than foreign currencies.
It enables domestic companies to export goods to foreign markets; however, foreign businesses face challenges when exporting to Vietnam Consequently, exchange rates significantly influence the direct adjustment of import and export relationships.
Inflation is a critical issue in macroeconomics, significantly affecting investment rates within the economy High inflation can deter savings and increase investment risks due to rising labor costs, which diminish product competitiveness Conversely, deflation indicates a slowdown in purchasing power, which is not necessarily positive Therefore, maintaining a moderate inflation rate is essential to keep the economy attractive for both current and potential investors, thereby encouraging investment and stimulating growth.
The policy-law significantly influences the economic development and business landscape within a country, presenting both opportunities and challenges for companies It is essential for businesses to consider key factors that can affect their operations and growth in this dynamic environment.
Politics is a crucial element that investors and businesses must analyze to assess security levels and identify opportunities or risks associated with investment decisions in various markets and countries The political factor is complex and influenced by specific conditions that impact economic development at both national and international levels Strategic managers aiming to expand their markets need to be attuned to the political landscape in each geographical area and anticipate political developments at national, regional, and international levels to ensure their strategic decisions are timely and relevant.
The legal framework plays a crucial role in fostering a healthy business environment by ensuring effective management of economic activities A robust legal system creates numerous opportunities while also presenting challenges for businesses in the marketplace A strict legal framework is essential for maintaining fair competition, compelling companies to operate with honesty and accountability Conversely, an incomplete legal system can significantly disrupt business operations, leading to production challenges and commercial difficulties Even minor changes in legal aspects, such as taxation and investment regulations, can greatly influence business activities Therefore, it is vital for companies to have a thorough understanding of laws and policies to ensure compliance and to leverage legal opportunities while finding strategies to mitigate risks and prevent potential losses.
The government plays a crucial role in regulating the economy through various spending programs, including economic, financial, monetary, and national initiatives It serves multiple functions in relation to businesses, such as oversight, encouragement, funding, regulation, prohibition, and limitation Additionally, the government acts as a significant client and provides essential services to businesses, including macroeconomic information and other public services To capitalize on opportunities and minimize risks, companies must stay informed about government perspectives, regulations, and spending programs.
Technology serves as a significant competitive advantage for businesses today and in the future Rapid technological advancements can quickly render existing products obsolete.
The rapid advancement of technology is shortening product life cycles To formulate effective strategies, managers must focus on technological development, innovation, and leveraging technology to enhance business growth and competitive advantage.
The sociocultural environment is the most influential long-term factor in the business landscape Changes in social and cultural factors, such as lifestyle shifts, consumer perceptions, education levels, population structure, and social norms, are often gradual and challenging to pinpoint These transformations significantly impact a company's business strategy.
The population factor is a critical element that significantly influences production and business operations, as it directly impacts consumer demand Demographic changes can lead to shifts in the economic and social landscape, thereby affecting a company's business strategy Understanding population trends provides essential data for decision-makers in product strategy, market strategy, marketing, distribution, and advertising.
Clients are individuals or organizations that consume products or services provided by businesses The existence and growth of companies depend on understanding and meeting customer needs; those that successfully do so will thrive in the market, while others will fail Consequently, clients play a crucial role throughout the strategic management process, from planning to implementation By collecting and analyzing customer information, managers can effectively identify their target audience, understand market responsiveness, and ensure they have a substantial market size to support long-term growth.
Affectation du contenu de la recherche
Strategic planning involves setting business objectives, defining long-term goals, and selecting strategies to address current challenges while aligning with the future growth of the company.
(Source: Manuel de gestion stratégique) Modèle 1.1 Modèle de stratégie de développement du marché
Indentifier la vision stratégique, la mission commerciale
Identifier la vision stratégique, la mission commerciale
I dentifier la vision stratégique, la mission commerciale
I dentifier la vision stratégique, la mission commerciale Établir des objectifs stratégiques pour le développement du marché
Sélection de stratégies de développement de marché
1.3.2 Contenu de la planification de la stratégie de développement de marché
1.3.2.1 Planification de la vision stratégique et de la mission commerciale de l'entreprise
A strategic vision serves as a guiding framework for a company's future aspirations and objectives It directs the organization's development strategy and should be straightforward, clear, and easily comprehensible Additionally, managers must craft a strategic vision that is ambitious enough to inspire significant change while remaining relatable to foster collective commitment within the company.
The business mission defines the purpose, reasons for existence, and social responsibility of a company Crafting a clear mission statement enables businesses to identify key elements such as their target customers, the products and services they offer, the competitive landscape, the role of technology in their operations, and the alignment with economic objectives.
The company's philosophy plays a crucial role in shaping its mission statements, which are essential for identifying the right targets and strategies Understanding the competitive advantages of a business, along with its commitment to community image and employee relations, is vital for its overall success.
1.3.2.2 Analyse de la situation de la stratégie de développement du marché des entreprises
Market development strategy analysis involves utilizing tools to assess both internal and external environmental factors that influence an organization's operations This analysis focuses on managing the external environment alongside the internal environment to enhance business effectiveness.
To assess the influence of external environmental factors on business operations, a company must examine four key macro-environmental elements: politics, law, culture and society, and the economy These external factors significantly impact the organization, serving as objective influences that shape its activities and strategies.
To assess and evaluate internal environmental factors, businesses should utilize the value chain model By analyzing this model, managers can accurately assess their capabilities, identify competitive advantages, and recognize strengths and weaknesses, enabling them to maintain a strong position in the market.
Les objectifs stratégiques sont les points pivots, les critères spécifiques que les entreprises veulent atteindre dans une certaine période
Les entreprises de l'industrie pétrolière se concentrent souvent sur des facteurs tels que la rentabilité, la part de marché, les revenus et la performance des entreprises.
La réalisation de l'objectif dépend beaucoup de la planification et de la mise en œuvre de la stratégie
1.3.2.4 Analyse et sélection des options stratégiques
To select the appropriate strategy, executives utilize the TOWS matrix, which aids managers in identifying potential opportunities and challenges while assessing the company's strengths and weaknesses Determining the target market involves analyzing key metrics such as revenue goals, profits, and market share Additionally, it is crucial to outline the strategies that will be employed to penetrate this market and identify the necessary resources for business development.
After analyzing and developing a series of strategies, managers can utilize the QSPM matrix to make informed decisions The QSPM matrix highlights strategic objectives, helping to identify the optimal strategy However, similar to other analytical tools for strategy development, QSPM also requires intuitive insight and judgment.
1.3.2.5 Planification de la politique de marketing
A product policy encompasses strategies and plans that guide a company's product direction, aiming to attract consumers and fulfill their purchasing needs and desires.
L’entreprise doit indentifier le modèle des 3 éléments d’un produit:
The fundamental aspect of a product must address the question: What do customers truly want? It is essential for the company to identify the potential demand for the product and deliver benefits that meet customer needs.
- La partie spécifique du produit: l’emballage, le nom de la marque, la qualité
- La partie supplémentaire: services de livraison, services de conseil
Price represents the value of a product in exchange Depending on the characteristics of various sectors, companies implement different pricing strategies, including new product pricing, sale prices, exchange rates, and payment terms.
The company chooses a pricing strategy that aligns with its business characteristics and each stage of its operations Different brands have distinct pricing policies, but fundamentally, products should be priced reasonably and reflect their true value Additionally, the distribution of products affected by price adjustments is relatively limited.
Politique de promotion mélange pour communiquer des informations de produit aux consommateurs La politique de promotion se caractérise par leur entreprise.
Chaque l’entrprise, son choix pour une forme particulière de promition : publicité à la télévision, à la radio, dans les journaux, dans les salons
1.3.2.6 Planification des ressources et budgétisation pour la mise en œuvre stratégique
After selecting a strategy, companies must identify the necessary resources for its implementation, including materials and budget To execute effective strategies, managers need to allocate resources and budgets wisely to prevent shortages or surpluses, ultimately achieving optimal results.
RÉSULTATS DE L'ANALYSE DE LA STRATÉGIE DU PLAN
Présentation générale de la Société à Responsabilité Limitée Hoang Ha
La société à Responsabilité Limitée Hoang Ha a été crée le 21 mars 2002, elle a enregistrée au Ministère de la Planification et de l'Investissementde la Province de Ninh Binh
- Nom: La Société à Responsabilité Limitée Hoang Ha
- Adresse: l'avenue 10, près du marché Boi, au district Ninh Phuc, à la ville de Ninh Binh
Hoang Ha Limited Liability Company is a specialized enterprise in LPG and related products Since its inception, the company has operated as a small business with two gas stations located in Ninh Binh The headquarters is situated on Avenue 10, near Boi Market, in the Ninh Phuc district of Ninh Binh City.
2.1.2 Processus de développement de l’entreprise
- La société Hoang Ha a été fondée le 21 mars 2002
- Le 25 décembre 2012, la société Hoang Ha a établi un point de vente de pétrole dans la Ninh Son Ward, Ninh Binh ville, Ninh Binh
- En 2002, l'entreprise comptait 50 employés Après 16 années de développement, le total des ressources humaines de l'entreprise est de 120 personnes
2.1.3 Fonctions et tâches de la société à Responsabilité Limitée Hoang Ha a, Fonction
- La société a pour fonction d'acheter et de vendre du pétrole
The company is entitled to utilize its own seal, establish bank accounts, and is actively engaged in building and organizing the implementation of activities in accordance with the law and principles of decentralization.
- La Société est autorisée à signer des contrats économiques et à mettre en œuvre le système comptable b, Mission
- Satisfaire la demande des clients, augmenter les ventes La société doit vendre à droite, en quantité suffisante, en principe, améliorer la qualité du service, l'attitude de la fonction publique poli
- Planification des stratégies d'affaires, stratégies de développement de manière efficace, adapté aux entreprises
- Faire des affaires dans le cadre de la loi et remplir des obligations envers l'État, la société et les employés de l'entreprise
- Construire un environnement de travail professionnel, dynamique, créatif et humain
Selon les documents recueillis auprès du département RH, la structure organisationnelle de la société Hoang Ha est organisée selon le modèle fonctionnel
Figure 2.1 Structure de la société à Responsabilité Limitée Hoang Ha
Relation dirigiant Relation supplémentaire Relation Commentaire
Bureau d'affaires Département des finances et de la comptabilité
La société Hoang Ha est une petite entreprise devrait structurer la société est relativement simple Ce modèle facilite la gestion et l'attribution de l'entreprise
2.1.5 Résultats commerciaux de la société à Responsabilité Limitée Hoang Ha
2 Le chiffre d’affaires de vente 11 362.369 410.269 405.354
10 Impôt sur le revenu des sociétés 51 12.342 30.558 44.098
Table 2.1 illustrates the commercial results of Hoang Ha Company, highlighting significant changes over the past three years The company's revenue and profit have shown consistent growth, with next year's figures projected to surpass those of the previous year.
Évaluation de l'impact des facteurs environnementaux sur la recherche
In the oil industry, it is essential to analyze various factors that influence production and business activities, including economic, political and legal, sociocultural, technological, and environmental issues.
In recent years, Vietnam has made significant strides in implementing its socio-economic development plan amid the slow recovery of the global economy, achieving a growth rate of over 6.7% in 2017 Despite facing numerous challenges, the mining industry experienced a decline of 7.10% due to a drop in crude oil production by over 1.6 million tons compared to 2016; however, falling global oil prices positively impacted oil sector companies by reducing input costs, lowering prices, and increasing revenues Additionally, the banking and financial sectors have stabilized, with lending interest rates ranging from 6.8% to 11% annually, while the exchange rate between the Vietnamese dong and the US dollar has remained stable This stability, along with a slight increase in the exchange rate, is expected to boost exports, stabilize essential goods prices, and enhance the quality of life for citizens According to the Ministry of Industry and Trade, a 1% increase in GDP correlates with a 1.24% rise in gasoline demand, positioning Vietnam's economy in a bullish market, which provides opportunities for companies to increase gasoline production and profitability.
Vietnam boasts a stable political, social, and security environment, which fosters favorable conditions for investment, production, and business operations This stability positions Vietnam as an attractive destination for both domestic and foreign investments The current trend emphasizes peace, cooperation, and respect for the sovereignty of ethnic groups, aligning with the state's policy of fostering friendly relations with all countries This approach enhances investment and trade opportunities, enabling businesses to expand their markets and attract new customers.
The government significantly influences the oil industry through its regulatory policies, including import controls, price ceilings, and compensation for losses While these compensations have created challenges for oil companies, such as high bank interest payments that diminish profitability and operational efficiency, the government plans to gradually reduce these losses in the coming years This shift aims to align domestic oil prices with global gasoline prices, moving away from strict price controls The state will guide the direction of pricing while allowing oil companies to set their selling prices within a 5-10% range of the guided price This change signals a positive development for oil companies, including Hoang Ha, as it empowers them to operate more flexibly, determine appropriate pricing, enhance competitiveness, and ensure tax compliance.
Hoang Ha Company actively promotes Eastern culture and Western cultural essence through its business philosophy, focusing on long-term objectives and adaptable strategies The company prioritizes the quality and quantity of its products and services, aiming to build brand prestige while meeting customer needs With the motto "Hoang Ha for customer service," it emphasizes serious commitment to environmental issues, fire prevention, and social safety This cultural environment is continuously enhanced, driving the demand for superior quality products and services As a result, Hoang Ha is well-positioned to compete in the market and attract more customers, having recognized that product quality is a crucial factor and implementing consistent regulations and safety standards across its stores.
The government is promoting innovation and enhancing the levels of science and technology With the rapid advancement of Industry 4.0, the oil and gas sector has seen continuous technological innovation, creating significant pressure on oil businesses to adopt modern technology for high-quality service delivery The increasing automation and versatility of technology are crucial for improving competitiveness, attracting more clients, reducing costs, and ensuring both quantity and quality Currently, Hoang Ha Company has upgraded all its machinery and equipment, including pump assembly, tank systems, wastewater treatment systems, and lighting systems, in line with modern technology, providing a competitive edge in the market.
2.2.2 Influence des facteurs environnementaux internes
Les types d’entrprises Quantité Proportion
(Source: Ministère de l'Industrie et du Commerce de Ninh Binh)
Tableau 2.2: Proportion de types d'entreprises de vente au détail d'essence et de pétrole dans la province de Ninh Binh
In Ninh Binh province, the retail petroleum sector comprises 161 stores, with state-owned enterprises accounting for 16.15% (26 stores), limited liability companies representing 16.77% (27 stores), and private enterprises making up 57.15% (92 stores) This distribution highlights the active involvement of the private sector in the petroleum market Although state-owned and joint-stock companies represent a smaller percentage, their stores are strategically located on major city routes, such as National Road 1A, indicating their significant presence in key areas.
In the gasoline market of Ninh Binh, Hoang Ha faces significant competition, with the strongest rivals being Ha Nam Ninh Oil Company and Petrovietnam Petroleum Joint Stock Company.
Selon le ministère de l'Industrie et du Commerce, la production intérieure de pétrole est de 15,46 millions de tonnes en 2015, 80% selon les importations.
Currently, Vietnam has 29 oil companies, with eight located in the north The four main players in the industry are the Vietnam Oil and Gas Group, Military Petroleum Corporation, Petrochemical Equitation Company, and Petrolimex Presently, Hoang Ha Company serves as the distributor for Petrolimex.
The Société par Actions commerciale et d'importation – d’exportation de matériel de transport, known as Société Pétrochimique Militaire, benefits from a network of suppliers located in the northern regions of Hanoi and Hai Phong This strategic positioning enhances the company's transportation efficiency and reduces its dependency on any single supplier.
Selon Le Bureau des statistiques générales, la population moyenne des provinces de Ninh Binh, Ha Nam et Nam Dinh en 2014, 2015 et 2016 est la suivante:
(Source: Le Bureau des statistiques générales)
Tableau 2.3: Population moyenne de Ha Nam, Nam Dinh, Ninh Binh en 2014,
Current clients of Hoang Ha Company are primarily residents of Ninh Binh Province However, the statistics indicate that the population in Ninh Binh and neighboring provinces is significant.
Ha Nam and Nam Dinh have experienced significant growth over the years, leading to an increasing demand for oil This rising need presents a valuable opportunity for Hoang Ha Company to expand its market presence.
Analyser et évaluer la situation réelle de la stratégie de développement du marché
2.3.1 Statut des activités de l'entreprise dans la planification stratégique
Analyse de la situation et sélection de la stratégie
Planification des resousces humaines dans mise en oeuvre de la stratégie
Planification du bubget dans mise en oeuvre de la stratégie
Planification de la politique de marketing
Tableau 2.4 : Statut des activités de l'entreprise dans la planification stratégique
According to a survey, the author found that the company has initiated several activities to enhance its market development strategy These activities include environmental analysis, strategic option analysis and selection, resource planning for strategy implementation, and marketing policy planning.
All these activities are merely average, which is not effective for the company's strategic planning To foster further growth in the future, the company must enhance its existing operations.
2.3.2 Création d'une vision stratégique et d'une mission commerciale de la société Hoang Ha
According to a survey conducted among 10 executives and staff at Hoang Ha Company, 100% of respondents emphasized the importance of preparation for implementation, highlighting the company's focus on establishing a strategic vision and business mission However, the company currently lacks an official document outlining its business mission, which represents a significant gap in its future direction Therefore, it is crucial for the company to develop a clear mission statement and communicate it to all employees in the near future.
2.3.3 Analyse de la situation de la stratégie de développement du marché de la société à Responsabilité Limitée Hoang Ha
Graphique 2.2 : Analyse de la situation de la stratégie de développement du marché de la société Hoang Ha
According to the survey results, the company did not utilize tools such as EFAS, IFAS, TOWS, or QSPM to support its market development strategy analysis The focus was solely on analyzing external and internal environmental factors, which limited the development of appropriate business strategies A thorough analysis of the business environment and the company's situation can reveal opportunities, risks, strengths, and weaknesses that significantly impact the organization.
2.3.4 Situation de planification stratégique de l'entreprise
Businesses aim to enhance profitability and efficiency, increase sales, and grow market share The CEO targets a revenue and profit growth rate of 25% annually, with a market share growth goal of 30% by 2025 While the sales increase objective is achievable, the company's sales figures from 2016 (714.369 million) compared to 2015 (664.073 million) show a growth of only 7.57%, falling short of the 17.43% target This indicates significant gaps in the company's strategic planning.
2.3.5 Analyse de la situation et sélection de la stratégie de développement du marché de la société à Responsabilité Limitée Hoang Ha
Graphique 2.3: Sélection de la stratégie de développement du marché de la société Hoang Ha
In the analysis presented, the author highlights that the strategic option chosen during the strategic planning process primarily relies on experiential methods, as evidenced by the survey results indicating that up to 70% of evaluated employees support this approach The company has thoroughly assessed both internal and external environmental factors affecting its performance, leveraging management experience to formulate specific strategies This process enables the selection of the most feasible strategy to pursue Currently, the company is implementing a market development strategy aimed at focusing on and capitalizing on potential customers.
2.3.6 Situation actuelle de la politique de marketing
Petroleum products are characterized by their liquid, volatile, flammable, and explosive nature under normal conditions, necessitating modern equipment for their sale and storage Additionally, due to national regulations governing their chemical and physical constants, oil companies rarely implement product diversification strategies.
In a market economy, quality competition is the most effective form of competition for businesses Therefore, companies prioritize product quality to safeguard consumer interests while also building credibility and trust with their customers.
Oil in Vietnam is heavily regulated by the government due to its status as a strategic national resource that directly impacts the country's energy security The state actively intervenes in pricing, tax policies, and trade regulations to stabilize market prices Additionally, as gasoline is imported, fluctuations in global oil prices pose a significant concern for Vietnam and other oil-importing nations.
Ha est également soumise à la réglementation de l'État et sous l'influence des fluctuations du pétrole dans le monde et ne peut pas décider du prix de vente.
Due to its nature as a trading company, Hoang Ha sells its products directly to customers Additionally, since petroleum products are liquid and flammable, consumers visit the company's gas stations to purchase fuel as needed.
2.3.6.4 Politique de promotion commerciale À l'heure actuelle, la société Hoang Ha utilise principalement les ventes directes Parce que les produits pétroliers ne sont pas diversifiés, ils ne sont pas différenciés et ont leurs propres normes de l'État et du monde, de sorte que toutes les entreprises ont les mêmes produits pétroliers Les entreprises de l'industrie pétrolière n'accordent généralement pas beaucoup d'importance à la promotion des ventes, qui se concentre généralement sur les ventes directes, et la société Hoang Ha ne fait pas exception La société se concentre sur les ventes directes, car elle peut apporter un avantage concurrentiel à l'entreprise grâce au service à la clientèle
2.3.7 Situation de la planification des ressources humaines et du budget dans la mise en œuvre de la stratégie
(Source: Département de l'organisation administrative)
Tableau 2.5: Structure du travail selon le sexe et l'âge de la sociéte Hoang Ha
Based on the data from Table 1.2, it is evident that the company has a predominantly male workforce, reflecting its heavy workload and high-pressure environment Female employees primarily occupy administrative and accounting roles within the office The company's human resources mainly consist of young individuals aged 18 to 35, who are characterized by their good health, agility, and adaptability to changing business conditions However, this youthful workforce lacks experience, prompting the company to focus on effective recruitment policies and training programs to enhance human resource capabilities and ensure operational efficiency.
The current state of budgeting in strategy implementation reveals that the company only allocates an annual budget for business strategy execution There is a lack of targeted investment in market development strategies.
CONCLUSTIONS ET RECOMMANDATIONS POUR LA
Conclusions sur la stratégie de développement du marché de la société à responsabilité limitée Hoang Ha
Based on actual data and business results from Hoang Ha Limited Liability Company during the period of 2014-2016, along with findings from multiple-choice surveys and expert interviews, the author concluded that the company achieved success.
- Premièrement, l'entreprise a une main-d'œuvre jeune et enthousiaste C'est une force de base de l'entreprise
Secondly, while the company initially focused on strategic planning and consolidating its annual activity planning without yet developing a formal strategic business plan, its short- and long-term planning efforts have yielded positive results This highlights the importance and effectiveness of building a strategy within the organization.
To some extent, the company has begun to emphasize strategic planning and leadership in organizing and managing its operations Each year, it sets specific objectives, tasks, and solutions to guide its activities according to defined criteria and content.
Thirdly, the establishment of a long-term strategic objective for the company was based on scientific factors, including economic growth forecasts that influenced consumer demand and preferences, competitor analysis, available financial resources, and a targeted business development plan.
Fourthly, the company has proposed targeted solutions for implementation, which include technological innovations aimed at enhancing productivity, improving design, and elevating product quality Additionally, the strategies encompass long-term marketing policies and solutions.
- Enfin, le système de planification est synchronisé étape par étape et terminé à temps et planifier avec la coordination étroite des composants, l'initiative est promue, assurant l'absence des erreurs survenues
The company has not established a long-term market development strategy aligned with current market economy trends Its development plans and strategies are overly reliant on regulatory frameworks that dictate targets and objectives Consequently, the strategic business development in the oil sector remains reactive, heavily influenced by government policies and regulatory mechanisms.
Au cours des dernières années, la société n'a pas eu de plans à long terme sur l'organisation du réseau d'affaires, l'investissement dans l'innovation technologique
Consequently, the company has developed a cumbersome and ineffective innovation Delays in strategic planning hinder the ability to capitalize on opportunities and restrict the company's competitiveness This issue is particularly critical in today's rapidly evolving economic landscape.
The gas station system was primarily established after 2012, with smaller stores not accommodating larger vehicles This limitation restricts their ability to serve customers on major highways throughout Ninh Binh.
Strategic planning measures for market development lack systematic coherence and clarity The sales policy is not well-defined and remains reactive to state policies and government regulations Additionally, the market transition process is weak, lacking a long-term vision and primarily focusing on the company's short-term self-adaptation.
The company shows a lack of interest in analyzing and forecasting external environmental factors, which are crucial for identifying opportunities and risks that inform strategic objectives As a result, their forecasting efforts are inadequate and lack the necessary time and certainty regarding external conditions and fluctuations This limitation hinders effective strategy formulation and restricts the outcomes of strategic planning.
The primary weakness in the company's market development strategy lies in the inadequate capabilities of its leadership team The executives lack professional qualifications and organizational management skills, failing to meet the responsibilities of their positions Furthermore, most key employees within the office and its subordinate units have not given significant attention to planning work, fearing changes in their work style and lacking experience in strategic planning.
The oil sector is heavily regulated by the state, which controls pricing, import taxes, and commercial conditions By the end of 2016, the absence of a stable operational mechanism from the government has complicated corporate strategy in the oil industry Additionally, the implementation of a compensation mechanism for oil losses in recent years has stifled business dynamism, hindering the development of commercial strategies and reducing profits This situation has made it challenging for companies to reinvest resources and modernize their facilities, ultimately impeding the growth of both the industry and individual enterprises.
Information exchange within a company predominantly flows from management to staff, while feedback from employees has often been overlooked This oversight has resulted in the company being unable to effectively monitor market fluctuations and domestic market conditions.
Prévisions de l'évolution de l'environnement des affaires et de l'orientation du développement de la société à responsabilité limitée Hoang Ha
du développement de la société à responsabilité limitée Hoang Ha 3.2.1 Prévision des modifications de l'environnement d’affaire
Oil is a crucial resource that meets the needs of various sectors, including industry, agriculture, fishing, and transportation Currently, there are no alternative energy sources that can replace this vital fuel, leading to an increase in gasoline demand due to Vietnam's rapid economic growth.
Taux de croissance moyen du PIB dans l'ensemble du pays 5,91% 6,5%
Croissance moyenne du PIB du delta du fleuve Rouge 2,9% 3,4%
Contribution au PIB national du delta du fleuve Rouge 26,6% 28,7%
(Source: Ministère du Plan et de l'Investissement)
Tableau 3.1: Indicateurs de développement socio-économique 2010-2020
Based on the data presented, the author anticipates a significant increase in economic growth nationwide, particularly in the Red River Delta As a result, the demand for oil is expected to rise alongside the region's and the country's economic development Therefore, implementing a market development strategy for oil companies in the neighboring provinces is essential and crucial for business growth.
3.2.2 Orientation de développement de la société à responsabilité limitée Hoang Ha
By assessing the strengths, weaknesses, opportunities, and challenges of the company, as well as forecasting oil demand in Vietnam and the development of the oil industry, Hoang Ha should focus on key strategic directions for 2020.
- Développement des affaires et des marchés d'affaires
- Développement du système de distribution et de vente
- Développement des ressources et des installations techniques
- Augmenter l'investissement et améliorer l'efficacité commerciale à long terme.
3.3 Quelques suggestions pour améliorer la stratégie de développement du marché de la société à responsabilité limitée Hoang Ha
3.3.1 Vision créative stratégique et une mission commerciale stratégique de l'entreprise
Par la pratique et l'étude de la situation de l'entreprise, l'auteur propose la vision et la mission de l'entreprise comme suit:
Hoang Ha Company harmoniously aligns the interests of businesses with customer benefits and social advantages, delivering reliable petrochemical products and services to clients and consumers with the utmost professionalism.
Hoang Ha Company is a leading player in the oil sector in Ninh Binh province and neighboring areas, recognized as the largest oil reserve and management center in the region The company is committed to sustainable development through its oil activities while strategically diversifying its ownership structures and business areas to optimize resource utilization.
3.3.2 Analyse de la situation stratégique
The company must implement the TOWS model to thoroughly analyze its situation and develop a comprehensive market strategy, while also presenting various scenarios that encompass multiple business situations and actions The more proactive the company is in its business activities, the better it can adapt By assessing the current state of the company, the author has proposed the TOWS model for the market development strategy of Hoang Ha Limited Liability Company as follows:
O1: La vitesse d'urbanisation de Ninh Binh et des provinces voisines est élevée O2: La population de Ninh Binh et des provinces voisines augmente au fil des ans
O3: Stabilité politique O4: Le revenu par habitant de Ninh Binh et des provinces voisines augmente
T1: Menace des nouveaux entrants, la concurrence dans l'industrie de plus en plus féroce
T2: Les exigences du client sont plus élevées
T3: Réglementation de l'État, gestion des prix, taxe à l'importation du pétrole T4: Huile importée illégalement, mélangée
S1: La qualité des produits est approuvée par les clients S2: un personnel jeune et enthousiaste
S3: Chiffre d'affaires, les bénéfices de la société ont augmenté au fil des ans S4: Installations - garantie technique
O1,2 + S2,3: Stratégie de développement du marché dans les provinces voisines de Ninh Binh O1 + S1: Stratégie de pénétration du marché de Ninh Binh
T1,2 + S1,2,3: Stratégie de développement du marché dans les provinces voisines de Ninh Binh
W1: La planification n'est pas bonne
W2: La capacité exécutive de l'administrateur est limitée W3: Mauvaises activités de promotion et de promotion W4: Mauvaise collecte et traitement de l'information
O1,3 + W1,4: Stratégie de pénétration du marché de Ninh Binh
Tableau 3.2: Proposition modèle TOWS pour la société Hoang Ha
Market Development Strategy: The population and per capita income in the neighboring provinces of Ninh Binh have seen significant growth Additionally, the company benefits from a young workforce, enthusiasm, and increasing revenue and profits over the years This environment presents opportunities for the company to expand its market Therefore, it is essential for the business to conduct market research, plan effectively, and broaden its market reach for its existing products.
To successfully penetrate the Ninh Binh market, businesses must focus on building brand prestige while conducting thorough market research Establishing a solid customer base in the province is essential for implementing an effective market penetration strategy in Ninh Binh.
The T-S Strategy focuses on market development in response to new entry threats in the industry To enhance its competitive advantage, the company must establish barriers to entry for potential competitors Leveraging its young, dynamic, and growing human resources, the company can increase its market share One effective approach to achieving this is by expanding the market.
The W-T strategy emphasizes a rapid response approach focused on enhancing both the quality and quantity of current employees to meet customer needs The company must identify a reputable supplier that can meet delivery timelines, quality standards, and quantity requirements Additionally, it is crucial for the company to allocate appropriate resources across all departments to ensure that products are delivered to the market in alignment with customer expectations.
L’auteurs propose un objectif stratégique pour l'entreprise:
- Mettre en place un système de gouvernance d'entreprise avancé pour exploiter et utiliser efficacement toutes les ressources des entreprises, en particulier les ressources humaines
- Accélérer l'investissement, élargir l'échelle et moderniser les bases matérielles et techniques comme base de développement
At Hoang Ha, we are committed to building a collaborative workspace where members thrive in a respectful and unified environment We aim to foster creativity and dedication through incentive mechanisms that promote sustainable business development.
3.3.4 Analyse de proposition et sélection d'options stratégiques
The strategic alternatives identified in the TOWS matrix include: (1) market development strategies targeting neighboring provinces of Ninh Binh, (2) market penetration strategies specifically for Ninh Binh, and (3) a rapid response strategy to adapt to changing market conditions.
Pour sélectionner la stratégie appropriée, l'auteur recommande la matrice QSPM pour l'entreprise comme suit:
Stratégie Stratégie de développeme nt du marché
Stratégie de pénétration du marché
Stratégie de réponse rapide Point Total Point Total Point Total
Finance Qualité du produit Recherche et développement Resource humaine sont jeune et dynamique Matériel
Capacité de leadership de l'administrateur L' orientation d'activité est claire Système d'information
Le système juridique n'est pas strict Stabilité politique
La demande des clients est élevé Concurrence féroce
2: Légèrement faible 3: Légèrement fort 4: Le plus fort
Tableau 3.3: Proposition de modèle QSPM pour la société Hoang Ha
The table above indicates that the market development strategy is the most effective, achieving a score of 3.14, followed by the market penetration strategy with a score of 2.6, and lastly, the rapid response strategy, which scored 2.21.
Therefore, the company should adopt a market development strategy as its next step to fully capitalize on the opportunities presented by the business environment, while effectively leveraging its strengths and addressing its inherent weaknesses and threats.
3.3.5 Planification des politiques de marketing de la mise en œuvre stratégique
To maximize customer needs, the company must conduct research to enhance product quality and provide modern, well-equipped services that ensure accurate fuel dispensing Establishing a product strategy that delivers credible content to customers is essential for achieving superior quality and quantity standards compared to other gas stations This focus on product excellence is crucial for improving competitiveness and ensuring the company's growth in the current market landscape.
- Prix de vente approprié: L'entreprise doit fixer le prix de vente pour répondre aux exigences suivantes: