Choix du sujet de la recherche
Vietnam is a stunning country boasting around 40,000 tourist sites and numerous beautiful beaches, making it a prime destination for tourism With its diverse and rich tourist potential, Vietnam is recognized globally as a top travel destination In 2015, the Vietnamese tourism industry attracted between 7 and 8 million international visitors and 32 to 35 million domestic tourists, with projections of 11 to 12 million international visitors and 45 to 48 million domestic visitors by 2020 A highlight of Vietnam's economic situation in 2017 was its tourism sector, which welcomed over one million foreign visitors for nine consecutive months That year, Vietnam hosted 12.9 million international visitors, marking a nearly 30% increase from 2016, alongside more than 73 million domestic tourists For the first time, Vietnam ranked among the fastest-growing tourist destinations in the world, with tourism revenue expected to reach $18-19 billion.
In 2020, the tourism industry in Vietnam showed positive growth, with visitors allocating approximately 47.49% of their spending on accommodation and 29.98% on food This spending pattern indicates a robust market for the hospitality and restaurant sectors Consequently, there has been an increase in foreign direct investment and involvement from national organizations in the hospitality sector, leading to intensified competition within the industry.
During my internship at Hai Tien Investment and Tourism LLC, I analyzed the current state of the industry, identifying the hotel's strengths and weaknesses I explored how the hotel can enhance its competitiveness against other establishments that attract numerous clients and maintain a strong market presence Based on these insights, I chose the topic: "Some Solutions to Improve the Competitiveness of Hai Tien Investment and Tourism LLC" to contribute to strengthening the company's competitive position.
Situation générale de la recherche en rapport avec le sujet
Actuellement, dans le monde en général et au Vietnam en particulier, les les entreprises à mieux comprendre l’importance d’améliorer la compétitivité des entreprises, en particulier: a Au Vietnam
The books "Developing the Competitive Capacity of Vietnamese Textile Industry Enterprises" by Dr Nguyen Hoang from Thuongmai University and "The Competitiveness of Enterprises in the Context of Globalization" by Tran Suu (2006) elucidate key theories regarding the competitiveness of Vietnamese commercial enterprises in a market economy They provide insights into both domestic and international experiences that enhance the global competitiveness of businesses, while also assessing the current state of competitiveness among Vietnamese enterprises over recent years Based on these analyses, the authors propose solutions to improve the competitiveness of companies in Vietnam, although they do not specifically address marketing competitiveness issues.
The thesis titled "Solutions to Enhance the Competitiveness of Le Minh Trung Joint Stock Company" by Nguyen Thi Hanh, completed in 2011 at Thuongmai University, examines the current state of the company's competitiveness, highlighting its strengths and weaknesses It proposes strategic solutions aimed at improving the overall competitiveness of the organization in the global market.
In "The National Competitive Advantage," M Porter examines the competitiveness of industries and the factors contributing to the success of companies and nations He analyzes and elucidates the sources of a nation's competitive advantage.
Toutefois, dans cette étude, l’auteur a seulement parlé de compétitivité de l’industrie, la compétitivité nationale, mais aucune mention de la compétitivité de l’entreprise de marketing.
Based on the situational research references from Vietnam and globally, I can confirm that my thesis has not coincided with any previously published scientific work to date.
Objectifs de la recherche
Le sujet vise à répondre aux trois objectifs de recherche fondamentale suivants:
- Systématiser les théories sur la compétitivité des entreprises.
Analyzing the competitive status of Hai Tien Investment and Tourism LLC reveals key insights into its successes and limitations compared to its competitors The company's achievements can be attributed to strategic market positioning and effective service offerings, while its shortcomings may stem from challenges in adapting to market trends and customer preferences Understanding these factors is crucial for identifying opportunities for improvement and fostering sustainable growth in the competitive landscape.
- Proposer des solutions pour améliorer la compétitivité à la SARL d’investissement et tourisme Hai Tien
Objet et cadre de la recherche
Recherche sur la compétitivité à la SARL d’investissement et tourisme Hai TienPériode d'étude de 3 mois, données citées pour 2014 -2017.
Méthodologie de la recherche
Le cours utilise les méthodes de recherche suivantes:
- Méthodes d'enquête de terrain: stage dans le département des ressources humaines et département marketing et enquête auprès des autres départements de la société
- Méthode de collecte de données +) Méthode de collecte de données primaires : enquête par entretiên ; enquête par questionnaire
+) Méthode de collecte de données secondaires
- Méthode de traitement des données: Utilisation de la méthode d'interprétation,inductive, comparative
Structure du mémoire
Thèses structurées composées de 3 chapitres:
Chapitre 1 : Théorie fondamentale de la compétitivité des entreprises.
Chapitre 2: Analyse évaluation de l’état de la compétitivité de la SARL d’investissement de tourisme Anh Phuong – Hai Tien.
Chapitre 3: Propositions et recommandations pour améliorer la compétitivité pour la SARL d’investissement et tourisme Hai Tien
THÉORIE FONDAMENTALE DE LA COMPÉTITIVITÉ DES ENTREPRISES
THÉORIE CONCERNANT DE LA COMPÉTITIVITÉ
The concept of competition has existed for a long time, manifesting among manufacturers, distributors, and between producers and consumers Producers aim to sell goods and services at high prices, while consumers seek lower prices Business competitiveness is a strategy that involves rivalry among companies within the same sector According to Karl Marx, competition represents the intense struggle among producers and merchants striving for favorable conditions in production, sales, and consumption to achieve superprofits In economic terms, competition refers to the simultaneous presence of multiple actors engaging in rivalry within a market, all vying to offer or demand limited resources, such as raw materials, natural resources, capital, or labor.
According to the 1992 UK business dictionary, competitive competition refers to the unrestricted interaction between supply and demand within the market mechanism It is defined as "the rivalry among businesses producing the same type of goods to secure resources."
In the Grand Dictionary of Market Economy (Institute for Research and Dissemination of Encyclopedic Knowledge, Hanoi, 1998), effective competition is defined as a means for businesses to adapt to the market Its primary objectives are to capture market share, meet customer needs, and achieve average profits.
According to the strategic management approach by authors Le Van Tam, Truong Duc Luc, and Nguyen Thanh Do (2000), competitive capacity, or competitiveness, is defined as "the ability to maintain and enhance competitive advantage in product consumption, expand the sales network, attract and efficiently utilize production factors to achieve significant economic benefits and ensure sustainable economic development."
According to M Porter (1947), a company's competitiveness is defined as its ability to dominate its market for a particular product or its substitutes He broadens the concept of competitiveness beyond direct competitors to include potential rivals and substitute products as well.
[2] La capacité concurrentielle est également la productivité du travail
According to the Organisation for Economic Co-operation and Development (OECD), a company's competitive capacity is defined as its ability to generate high production and revenue through the efficient use of production factors, contributing to sustainable development in a competitive international environment Currently, there is no universally accepted definition of competitive capacity among businesses For the purposes of this discussion, competitive capacity can be understood as a company's ability to maintain and enhance its competitive advantages by leveraging internal capabilities to optimize product consumption, expand market reach, and create competitive advantages that lead to economic benefits and stable development.
1.1.1.3 Classification de la compétitivité d’entreprise la compétitivité présente l’avantage de l’entreprise par rapport aux concurrents en satisfaisant mieux les demandes des clients pour obtenir le profit élevé.
Donc, il faut apprécier tous les deux capacités: la compétitivité marketing et la compétitivité non marketing. a) Compétitivité non marketing
To fully grasp a company's capabilities, it is essential to analyze various factors, including the current human resources, the company's financial position in the market, leadership management skills, research and development capabilities, and production capacity Additionally, understanding market competitiveness and effective marketing strategies plays a crucial role in assessing overall business performance.
To fully grasp this capability, it is essential to examine criteria such as market research, market segmentation, selection of target markets, product positioning within those markets, and strategies related to product, pricing, promotion, processes, distribution, personnel, and equipment.
1.1.2.1 La théorie de l'avantage concurrentiel
According to Michael Porter in 1985, "Competitive advantage" refers to the value a company provides to a buyer that exceeds the cost incurred by the company This value influences the price a buyer is willing to pay, allowing the company to offer a lower price than competitors for equivalent benefits or to provide unique advantages at a higher price.
A competitive advantage allows a company to outperform its rivals by offering unique benefits that others do not provide This advantage is crucial for the long-term success and survival of a business Consequently, companies strive to cultivate a competitive edge; however, such advantages can be quickly diminished by the imitative actions of competitors.
Competition is ubiquitous, with every business facing varying degrees of rivalry Recognizing the influence of external factors and developing internal resources are essential for establishing a competitive advantage.
1.1.2.2 Théorie de l’esvaluation de la compétitivité absolue
To evaluate the overall competitiveness of businesses, follow these steps based on the Strategic Management book from Thuongmai University: First, establish a set of criteria tailored to each company's unique characteristics Second, assess the importance of each criterion (Ki) on a scale from 1.0 (most important) to 0.0 (not important), considering their influence on the company's current strategic position, with the total importance summing to 1.0 Third, rank each competitiveness (Pi) from 4.0 (significant) to 1.0 (mediocre) based on how well the company's current strategic direction aligns with these criteria, with this ranking reflecting the company's specific traits Fourth, calculate the score for each competitiveness by multiplying Ki and Pi Finally, sum these scores to obtain the total competitiveness score, ranging from 4.0 (excellent) to 1.0 (poor), with 2.5 representing the average.
: Score évaluerant la compétitivité totale de l'entreprise
Pi: Point moyen du paramètre i d’échantillon d'évaluation Ki: Coefficient d’importance de paramètre i
1.2 ATTRIBUTION DU CONTENU D’AUGMENTATION DE LA CAPACITE CONCURRENTIELLE DE L’ENTREPRISE
(Source: Manuel de gestion stratégique de l'Université Thuongmai)
Figure 1.1 Modèle de recherche 1.2.2 Contenu de la concurrentielle
1.2.2.1 Indentification les concurrents de l’ entreprise
Chaque concurrent a ses propres stratégies et objectifs afin de promouvoir leurs avantages afin de maximiser les opportunitộs de marchộ et d'accroợtre leur compétitivité.
The closest competitor of a company is one that targets the same market with a similar marketing strategy A strategic group consists of businesses employing the same competitive strategy within a specific target market Companies must analyze and anticipate the strategies of their competitors to stay ahead.
Appréciation de la capacité concurrentielle de l’entreprise
Proposition de l’augmentation- de lacapacité concurrentielle de l’entreprise
Identifica- tion des concurrents de l’entreprise
Instauration des critères pour apprécier la capacité concurrentielle de l’entreprise concurrents en examinant les réponses stratégiques possibles lorsque les concurrents font partie du même groupe stratégique.
Analyzing the competitive characteristics of an industry involves examining key indicators such as the number of participants, barriers to entry and exit, cost structure, and market competition models This analysis assists businesses in evaluating and identifying their competitors' strategies effectively.
Additionally, businesses can leverage marketing insights and research to gather detailed information about competitors, including product features, service systems, pricing, distribution channels, advertising programs, promotions, production systems, personnel, and research initiatives.
1.2.2.2 Évaluation des critères d’évaluation de la compétitivité globale
Il existe deux critères de base pour évaluer la compétitivité Critères quantitatifs
FACTEURS INFLUENÇANT LA CAPACITÉ CONCURRENTIELLE DE L’ENTREPRISE
Economic factors such as GDP growth rates, GNP, interest rates, exchange rates, balance of payments, and unemployment significantly influence businesses both currently and in the future These elements can create opportunities or pose risks for companies Therefore, understanding and appreciating these impacts is crucial for businesses to make informed decisions and enhance their competitive capabilities.
The political and legal environment of each country comprises unique systems that govern business behavior, which can impact company growth Therefore, businesses must have a solid understanding of these regulations and stay informed about trends in political and diplomatic areas, including investment policies, bankruptcy laws, employee wages, and competition regulations.
Une politique stable crée toujours l’opportunité de concurrence pour les entreprises et influence aux décisions d'investissement de l'entreprise…
The social and cultural environment significantly influences businesses, often leading to rapid and noticeable impacts In addition to the country's common standards, each region has its own unique norms By understanding and adapting to these norms, companies can establish a competitive advantage and mitigate potential market drawbacks It is essential to pay attention to various social and cultural factors.
- Les points de vue de l'éthique, de l'éthétique, de la profession, de style de vie.
- Les coutumes et pratiques traditionnelles.
- L'intérêt et les priorités sociales.
- Le niveau d’instruction et de conception
The technological environment is a crucial factor in enhancing business competitiveness, enabling the creation of high-quality products at low costs with superior features This advancement supports effective pricing strategies and differentiation Companies that fail to keep up with technological trends risk falling behind competitors who leverage scientific and technological developments, potentially leading to bankruptcy Therefore, it is essential for businesses to improve their technology and stay well-informed about current technological trends.
Macroeconomic factors are broad and significantly impact a company's competitive ability Therefore, businesses must ensure they have an adequate information system in place promptly By leveraging this information, companies can identify opportunities to enhance their competitiveness.
Michael Porter's "Five Forces Model" is a strategic tool used to analyze a company's business environment It focuses on assessing current and potential competition, which can create opportunities or pose threats to the business Therefore, it is essential for companies to thoroughly analyze and evaluate these competitive forces.
Clients significantly impact market dynamics through their bargaining power, which influences pricing and sales conditions, including payment terms and associated services This power ultimately affects market profitability The degree of client concentration within a sector plays a crucial role in their negotiating strength; when there are fewer clients compared to a larger number of producers, clients possess greater negotiation leverage.
Fournisseurs: l’influence des fournisseurs dépend de leur pouvoir de négociation.
They negotiate based on two key factors: price and product quality A limited number of suppliers, a strong brand presence, and a diverse range of products contribute to higher switching costs for suppliers and enhance their bargaining power.
Competitors often exert pressure and directly compete with companies for a competitive position in the market Businesses in the sector frequently employ pricing competition, advertising strategies, and offer high-quality products and services to attract customers Key factors influencing the nature and intensity of competition include the number of competitors and the scale of equilibrium in the industry.
Ralentissement de la croissance du secteur, manque de particularité…
The primary challenge facing the company today is the intensity of competition Therefore, alongside enhancing their own competitiveness, businesses must also closely monitor their rivals' activities to respond swiftly and effectively.
L’environnement interne de l’entreprise contient les compétitivités de l’entreprise, ce qui crée la puissance de l’entreprise On a des facteurs fondamentaux suivants:
Human resources are the most valuable assets for any business today, as they are responsible for creating other resources and determining the company's competitive success Effective human resource management encompasses recruitment, training, development, utilization, and compensation activities Skilled human resources foster sustainable competitiveness for the organization.
Applied technologies are fundamental to product development, as modern technology consistently leads to high-quality products This, in turn, adds significant value to businesses Therefore, companies must prioritize and enhance their technological capabilities to boost competitiveness.
- Équipement: L’équipement suffisant, confort, moderne aide le travail à être réalisé facilement, efficacement
- Finance: La finance influence fortement à la concurrence Il est le facteur principal pour donner les stratégies concurrentielles ainsi que réagir aux concurrents.
Si l’entreprise a une forte capacité financière, une structure du capital raisonnable, une opération efficace, la compétitivité sera élevé.
Modern managers understand that corporate culture plays a crucial role in competitive advantage Organizational culture encompasses a system of values, perceptions, norms, principles, and traditions established by both managers and employees, setting one organization apart from another Although intangible and challenging to measure, organizational culture significantly influences customer perceptions and impacts the organization's goals and strategies.
ANALYSE ET ÉVALUATION DE L’ÉTAT DE LA COMPÉTITIVITÉ DE LA SARL D’INVESTISSEMENT DE TOURISME ANH
PRÉSENTATION GÉNÉRALE DE L’ENTREPRISE
• Nom de l’entreprise: LA SARL D’INVESTISSEMENT ET TOURISME HAI TIEN
• Type d'entreprise: Société à responsabilité limitée
• Représentant légal: Dr Le Xuan Thao
• Adresse: village de Dong Thanh, commune de Hoang Hoa, district de Hoang Hoa, province de Thanh Hoa
The tourism investment company HAI TIEN, officially established on June 10, 2013, holds a commercial license number 2801958905, granted by the Department of Planning and Investment of Thanh Hoa province The company commenced its operations under the leadership of Dr Le Xuan Thao on June 15, 2013.
Founded in 2013, HAITIEN TOUR has established itself as a key player in investment and tourism, not only in Thanh Hoa but also across the national tourism market Visitors to HAITIEN TOUR can enjoy healthy and fulfilling vacations on the stunning Hai Tien beach, complemented by luxurious services The company has achieved remarkable milestones, with a steadily increasing client base and a diverse service system, collaborating closely with various partners Initially focused on real estate, construction, and transportation, HAITIEN TOUR now primarily excels in business travel, featuring the Anh Phuong hotel chain with locations Anh Phuong 1, Anh Phuong 2, and Anh Phuong 3.
2.1.2 Fonctions et missions de l’entreprise
The company specializes in investment, tourism, and hospitality, playing a vital role in promoting market economy development By ensuring the livelihood of workers and increasing state budget revenues, it significantly contributes to economic growth Additionally, the company designs comprehensive travel packages and tourism programs that cater to the diverse needs of travelers.
Formuler et organiser la mise en place de voyages à forfait Créer des capitaux pour les activités commerciales et gérer et exploiter efficacement cette source de capital.
Pour remplir les engagements dans le contrat économique pertinent.
Organiser l'accueil des invités, en assurant la fourniture de services touristiques de haute qualité.
Rechercher et mettre en œuvre des mesures pour améliorer l'efficacité concurrentielle.
Prendre soin et améliorer vie matérielle et l’esprit pour les travailleurs.
Encourager et améliorer régulièrement les qualifications professionnelles des employés.
2.1.3 Situation financière de la société Tableau 2.1 Résultat des affaire de la société dans la période de 2015-2017
Le chiffre d’affaires de vente 564.8 593.76 718.81
Impôt sur le revenu de l'entreprise 9.251 9.6272 14.1526
(Source: Département de la comptabilité 2017)
Table 2.1 indicates that the company's performance was relatively strong up until 2017 During the period from 2015 to 2016, the company's results saw a slight increase, attributed to investments in various business sectors In 2017, the company's revenue reached 50.1774 million dong, surpassing the previous year's figures, due to a strategic focus on its core business in tourism and resort hotels Additionally, the management's extensive experience in the industry helped reduce operational costs and boost sales revenue, enhancing the company's profitability The client base has also expanded to include both local and domestic customers, with an increasing number of foreign delegations being welcomed, signaling positive trends for the company's future.
FACTEURS INFLUANT LA CAPACITÉ CONCURRENTIELLE DU
Dans ces dernières années, l’économie de notre pays se développe rapidement.
Avec un taux de croissance de 6,68% en 2015, le Vietnam a atteint presque la croissance de la Chine.
As the economy experiences significant growth, the average income per capita in a country rises accordingly In Vietnam, the average income per capita reached $2,200 in 2016, marking an increase of $106 from 2015 This rise in income contributes to an improved standard of living, leading people to focus not only on basic needs but also on an increasing desire for travel.
The tourism sector in Vietnam has experienced significant growth, with an increasing number of both domestic and international travelers In 2016, Vietnam welcomed approximately 10 million foreign tourists, marking an increase of 2.1 million compared to 2015 The total revenue from tourism in 2016 reached 400 trillion VND, up by 63 trillion VND from the previous year Overall, the global economic situation, along with the booming tourism industry in Vietnam, presents a valuable opportunity for HaitienTour to capitalize on this upward trend.
The political regime in our country is now stable and robust, with Vietnam recognized as a safe and welcoming destination The policies of the Party and the State are increasingly open, fostering cooperation and friendly exchanges with countries worldwide, aligning with the trends of globalization and the internationalization of the global economy.
In recent years, Vietnam has actively engaged in international organizations such as ASEAN, APEC, and the Trans-Pacific Partnership (TPP) since February 2016 The country's tourism sector has also played a significant role in the World Tourism Organization (UNWTO) and regional associations like PATA and ASEANTA Additionally, Vietnam has signed tourism cooperation agreements and established relationships with various countries worldwide.
Culture embodies the spiritual values of each nation and is deeply ingrained in the mindset of every community With a rich history spanning 4,000 years, Vietnam has developed a unique national culture that reflects a blend of various ethnic groups within its society This cultural diversity is a defining characteristic of the Vietnamese people.
After considering the macroeconomic factors affecting Hai Tien Tourism Investment LLC, it is evident that these factors present significant advantages that create opportunities for tourism development in Vietnam and specifically for Hai Tien The company must capitalize on these opportunities to enhance and grow its business However, it also faces numerous challenges, including global changes, epidemics, natural disasters, and conflicts, which impact its operations Therefore, the company must implement measures to mitigate these challenges and reduce their effects on its business situation.
The primary clients of Hai Tien Tourism Investment LLC are domestic tourists, alongside a significant number of international visitors According to data from Anh Phuong-Hai Tien Voyage, the influx of both foreign and national tourists has been consistently reported over the past three years, from 2015 onwards.
In 2017, the number of international visitors surged, highlighting the company's weakness in attracting domestic customers, who are readily available and easier to reach Therefore, the company must enhance its efforts to attract more international clients Additionally, the majority of these foreign customers seek low prices and high-quality tourism services.
Donc, la SARL d’investissement de tourisme Hai Tien doit améliorer la qualité des services, des services afin de répondre aux besoins des clients dans l'environnement concurrentiel d'aujourd'hui.
The company's suppliers include transportation service providers such as bus, train, and ferry operators, as well as food and accommodation services like restaurants, motels, and hotels, and entertainment service providers Depending on the tourist location and customer demand, the company staff will connect with the appropriate service suppliers.
Transport service providers play a crucial role in meeting the travel needs of clients, facilitating movement between residences and tourist destinations These providers include Vietnam's civil aviation carriers, the railway sector, road transport, and maritime services It is essential for companies to establish clear contracts with these suppliers to avoid potential pressures such as price increases or the use of inappropriate services During the tourist season, these suppliers hold significant bargaining power, making effective management of these relationships vital for tourism companies.
Food and accommodation service providers play a crucial role in meeting the needs of travelers This category includes restaurants, hotels, motels, and conference centers, with hotels and restaurants being particularly influential in the tourism sector, especially during peak seasons During these busy times, the bargaining power of these service providers significantly increases, impacting the overall travel experience.
Entertainment service providers cater to the specific needs of clients, including those offering tours in tourist destinations, resorts, and cultural products such as puppetry and village festivals Generally, these suppliers have limited bargaining power in the market.
The hotel industry in Vietnam is experiencing dynamic growth, with a rising number of newly established hotels Notable examples include Royal Haitien, Ivy Haitien, and Tung Thanh Hotel This influx of competitors has intensified the competition within the sector, which remains highly appealing due to Vietnam's attractive tourism landscape.
HAI TIEN, a tourism investment LLC, employs 80 highly educated and trained individuals, all holding at least a bachelor's degree Each employee is proficient in either English or French, ensuring effective communication Notably, over 60% of the staff has more than three years of experience in the tourism sector, contributing to the company's expertise and professionalism.
After four years of operation, the company has fully equipped its office to provide the best working environment for its employees, adapting to changes in human and financial resources.
Tableau 2.2 D'équipement de la société dans 2017
(Source: Département de la comptabilité 2017)
SITUATION DE LA COMPÉTITIVITÉ DE LA SOCIÉTÉ
To assess the competitiveness of HAI TIEN, we conducted an in-depth interview with the company's director and distributed 45 questionnaires to gather insights from staff regarding research-related issues.
2.3.1 Identification du SBU actuel de l'entreprise
- Stratégie de produit: Les produits de la société sont diversifies; entreprises résidentes, restaurants, écotourisme, visite historique de reliques
+) Prix des services appropriés: Les clients se réfèrent au site Web de l'entreprise avant de réserver des services.
+) Services d'une entreprise professionnelle: paiement rapide, flexibilité, possibilité de transfert ou de paiement direct à l'entreprise; l'attitude du personnel est chaleureux, hospitalier.
2.3.2 Identification des concurrents de l’entreprise
According to M Le Xuan Thao, director of Hai Tien Tourism Investment LLC, the main competitors of Anh Phuong - Hai Tien are Royal Hai Tien and Tung Thanh Hotel He identifies these competitors based on their headquarters, years of operation, and service offerings Hai Tien has several advantages over its rivals, including high-quality and diverse products, flexible destination and pricing options for customers, competitive pricing, and a young, enthusiastic staff with strong knowledge and training.
Tung Thanh and Royal each possess unique strengths, including high-quality and diverse products, competitive pricing, and a young, enthusiastic staff with advanced knowledge and training Notably, Tung Thanh was awarded the title of "Famous National Brand 2010."
To enhance competitiveness, a company must engage in more activities to identify its competitors and assess their strengths, enabling the refinement of business strategies in a more effective direction.
2.3.3 Instauration des critères pour apprécier la compétitivité de l’entreprise
Tableau 2.3 Résultats de l’enquête pour apprécier la compétitivité de l’entreprise
Nombre de votes % Nombre de votes % Nombre de votes % Nombre de votes % Nombre de votes %
2 Situation du choix de marché cibles 5 7.4 60 88.2 3 4.4 0 0 0 0
4 Situation du prix des produits 0 0 0 0 34 50 34 50 0 0
Situation de la distribution des produits
6 Situation de la promotion de vente 56 82.4 12 17.6 0 0 0 0 0 0
(Source : résultats de l'enquête-annex 5) 1-Pas très d’accord; 2-Pas d’accord; 3-Neutre; 4-D’accord; 5-Très d’accord
According to Table 2.3, 50% of respondents agree that the market study was logically conducted and followed the appropriate research process, while the remaining 50% remain neutral This indicates that society is investing in market research for planning, tool definition, and analyzing market-influencing factors Market research is crucial for businesses to engage in commercial activities, serving as the primary element for identifying target markets.
Sixty percent of employees disagree with the assessment that the target markets primarily consist of French and English visitors This indicates that the company's target audience also includes domestic visitors and Spanish tourists However, during the author's internship at the company, it became evident that there was little interest in these two markets.
It was found that 100% of employees disagree with the assessment that the target markets are primarily French and English visitors This indicates that the company's target markets also include domestic visitors and Spanish tourists.
Research indicates that 50% of employees are neutral regarding the assessment of tourism product pricing, which is currently lower than that of competitors, while the remaining 50% agree with this evaluation.
A significant 36.8% of employees agree that the company relies solely on online distribution, indicating that internet sales are its primary focus and customer outreach through this channel is not robust While the company does engage in direct distribution, it lacks a concentrated effort in this area, which is understandable given that its target customers are international visitors Consequently, online tools are the most effective sales methods Sales distribution is a crucial factor for business success; the more diversified and extensive the sales network, methods, and distribution channels, the greater the potential for increased product sales.
A significant 82.4% of employees disagree with the statement that the company advertises its products on television, while only 17.6% agree This indicates that the company primarily relies on online advertising and its website rather than television Consequently, it is essential to have a skilled network management team proficient in IT and fluent in both French and English Additionally, sales promotion is a crucial factor for increasing product sales.
Thanks to targeted sales promotion efforts aimed at foreign visitors, the number of international tourists utilizing the services of Hai Tien Tourism Investment LLC has increased significantly over the past three years, from 2015 to 2017.
Tableau 2.4 Nombre de visiteurs internationaux et visiteurs nationaux de la société de 2015 à 2017
(Source : La statistique du service de marché)
2.3.4 Appréciation de la compétitivité de l’entreprise
DSCTentreprise – Point d'évaluation de la compétitivité absolue d’entreprise Pi- Point moyen du paramètre i d’échantillon
The Ki coefficient represents the importance of parameter i Based on the survey results and data analysis conducted in Excel, Table 2.5 presents a summary of the competitiveness of investment and tourism in Hai Tien.
Tableau 2.5 Compétitivité de la SARL d’investissement de tourisme Hai Tien
No Critères Importance Classement Total de point important
4 Positionnement des produits sur des marchés cibles 0.05 1 0.05
11 Processus créant des produits touristiques 0.1 2 0.2
(Source: Enquête sur les formations de la société)
According to the absolute competitiveness assessment model, the total score is 2.25, which is below the normal level of 2.5 This indicates that the company's absolute competitiveness is lacking Therefore, it is essential to implement measures to address this situation.
La compétitivité relative de l’entreprise
The DSCTSS measures the relative competitiveness of companies, while the DSCTDS assesses how businesses stack up against their competitors An evaluation table comparing the competitiveness of an investment and tourism LLC reveals that Haitien holds a market position; however, it faces stronger competitors.
Royal : point important =2.15 (annexe 1) Tung Thanh : point important = 2.4 (annexe 1)
Tung Thanh is a strong competitor, while Royal Vietnam is comparatively weaker Therefore, Hai Tien should analyze the strengths and weaknesses of its competitors and focus on the areas where they struggle to establish a competitive advantage in the market.
CONCLUSION SUR LA SITUATION CONCURRENTIELLE DE LA
The Anh Phuong Hotel in Hai Tien offers a superior number and quality of rooms compared to its competitors Its harmonious structure features modern and well-coordinated amenities, ensuring a comfortable stay for guests.
The hotel has introduced a new menu tailored to the tastes of various regions and seasons, catering to the needs of both local visitors and tourists This initiative not only enhances the dining experience but also allows guests to savor the unique specialties of the area.
Anh Phuong Hotel has established a reasonable and flexible pricing policy, offering a variety of rates that cater to the needs of even the most discerning customers The hotel provides seasonal discounts and comprehensive packages, ensuring a competitive and appealing experience for all guests.
- En ce qui concerne le travail: personnel jeune, enthousiaste et actif.
- A propos du partenariat: La société a beaucoup de bonnes relations avec les clients, de sorte que le nombre de visiteurs à la société est très stable.
- A propos du paquet de produits: La société a construit de nombreuses conférences, séminaires, fêtes de mariage sont abondantes.
Marketing activities aimed at enhancing the company's image are scarce and inconsistently executed The marketing campaigns lack thorough planning, and due to the company's financial challenges, the budget allocated for advertising and marketing remains constrained.
The company's competitor analysis has been overlooked due to the management
In the coming years, the trend among tourists is expected to shift towards Korean, Japanese, and French visitors However, the analysis of policies aimed at attracting these clientele has not received significant attention, remaining focused primarily on traditional tourist demographics.
PROPOSITIONS ET RECOMMANDATIONS AMÉLIORER
ORIENTATION DES ACTIVITÉS DE LA SOCIÉTÉ DANS LE FUTURE29 1 Prévisions de l'entreprise dans le future
3.1.1 Prévisions de l'entreprise dans le future
The increasing number of tourists is making the hospitality industry more appealing to both domestic and international businesses Hai Tien commune features a stunning beach that showcases its natural beauty and wilderness In the future, it is poised to become a sought-after destination.
In the coming years, there will be a significant increase in both the quality and quantity of hotels Hai Tien Investment and Tourism LLC is the primary investor in the Hai Tien Sea Tourist Resort.
With its inherent advantages, Hai Tien Investment and Tourism LLC is poised to maintain its position in the Hai Tien coastal tourism zone In the upcoming months, Anh Phuong - Hai Tien will face competition from a number of large companies entering the hospitality sector However, leveraging industry experience and employing strategic management, Anh Phuong is projected to achieve revenues of 81.2 billion by the end of 2018, reflecting a 103.7% increase compared to the same period in 2017.
3.1.2 Orientation de développement de l'entreprise à l’avenir
Avec les avantages et les inconvénients maintenant, pour améliorer et stabiliser sa position, la SARL d’investissement et tourisme Hai Tien a les directions suivantes:
The company will allocate funds for research and development of new products, while also encouraging staff to create innovative services that showcase the unique features of the company to attract customers.
Deuxièmement, dans les années à venir, la société se combinera avec des hôtels dans la même région pour unifier le prix
Troisièmement, améliorer l'expansion des partenariats de sorte que les deux peuvent lier la concurrence et peuvent aider de la société à vendre des services la publicité
Fourthly, the company will fully leverage the benefits and opportunities presented by the party and state policies, its strategic location, and the enthusiasm of its staff towards traditional clients to establish a competitive advantage in the market.
Cinquièmement, surmonter les inconvénients existent dans le niveau de personnel, de capacité de capital, d'investissement, de dégradation des équipements d'infrastructure,
En fin de compte, de la société intensifiera ses activités dynamiques de recherche et de développement, en ouvrant des réunions d'évaluation de concurrents concurrents.
RECOMMANDATIONS POUR AMÉLIORER LA COMPÉTITIVITÉ
3.2.1.1 Améliorer la recherche des concurrents
In an increasingly competitive market economy, hotels must develop effective marketing strategies to target their competitors Hai Tien Investment and Tourism Company currently lacks a dedicated competitive research department, relying solely on its marketing staff for competitor analysis This approach limits the regularity and comprehensiveness of their market research, which is essential for enhancing the company's competitiveness To improve their market position, the marketing team must conduct thorough research on competitors, examining aspects such as product offerings, pricing policies, workforce levels, capital, technical facilities, distribution channels, promotional activities, and competitor relationships Understanding who the competitors are, the types of products they offer, and how their pricing compares to that of the hotel is crucial Additionally, analyzing competitors' capital and material resources can inform strategies to attract investment and enhance hotel facilities The company should prioritize researching competitors' pricing strategies to develop a more effective pricing policy To achieve accurate research results, the hotel needs to allocate a separate budget for competitor research, increasing it by 5 to 10% annually Furthermore, marketing staff should experience competitors' services firsthand to evaluate quality and anticipate new offerings, ensuring the hotel can respond swiftly to maintain its guest base.
3.2.1.2 Déterminer avec précision le marché client clé
Hai Tien Investment and Tourism LLC consistently conducts market research during each business period The Anh Phuong Hotel employs various market research methods, including client-focused approaches such as customer conferences and direct interviews to uncover guests' travel motivations Additionally, feedback cards, publications, and media sources are utilized, although they may not always accurately identify the market The company's objectives are not yet well-defined To effectively pinpoint the key market, Hai Tien Investment and Tourism LLC should focus on tourism goals, customer profiles, and the quality of products and services the hotel can offer By aligning services with customer needs, the hotel can maximize satisfaction Identifying the target customer segment is crucial for determining the key market.
For domestic clients, vacations are a key focus, leading to high service quality expectations They typically require fewer amenities such as computers, fax machines, and internet access for work purposes Although their spending capacity is lower compared to international visitors, they tend to stay for longer durations.
The company's international clients, particularly those from China, are strategically important as their requirements closely align with those of the Vietnamese population, facilitating favorable conditions for service delivery.
Accurately identifying the target market enables a company to better serve its clients and provide a variety of tailored services This strategic approach not only helps the company increase sales of products and services but also boosts profits and enhances the competitiveness of hotels in the market.
3.2.1.3 Sélection la politique d'affaires de l'hôtel pour s'adapter aux conditions de la concurrence
In recent years, Hai Tien Investment and Tourism LLC has implemented various business strategies, including pricing and product policies, to enhance its competitiveness However, these strategies operate within a specific price range In the current competitive landscape, selecting the right business policy is crucial for the company's survival, growth, and market competitiveness The firm should integrate competitive policies that effectively support one another Specific strategies are essential for hotel development amidst competitive challenges Additionally, the chosen policy should transform limited resources—such as property, finances, and personnel—into maximum profit Therefore, when determining the business policy, hotels must consider their size and economic potential to achieve high commercial efficiency while leveraging advantages and enhancing market capabilities Successful hotels that have effectively chosen a business policy adhere to three fundamental principles.
The principle of growth requires an increase in the economic efficiency of society, coupled with market expansion, allowing companies to capture market share and thrive amid competition.
The principle of security involves exploring various methods to counter external competitive threats, establishing a robust market position This security is achieved through a strategic framework that integrates insurance into the growth and development process.
The principle of financial independence enables a company to sustain long-term control by balancing its financial needs with active financial solutions that adapt to competitive maintenance processes A hotel can implement competitive policies across a range of strategies.
Mais pour être efficace, la société se concentre généralement sur un certain nombre de stratégies communes:
A company can implement a competitive business strategy focused on its products or services Even with a limited range of products, the company can effectively enhance its service offerings, allowing for easier expansion into new categories.
Hai Tien Investment and Tourism LLC is highly regarded for its exceptional service quality, effectively meeting customer needs and enhancing its competitive edge The well-trained and dedicated staff ensures a high standard of service, contributing to a positive guest experience Additionally, the company's infrastructure stands out among other hotels, featuring elegant furnishings and top-notch amenities for both guests and staff.
A company can adopt a centralized policy by focusing its resources on a specific target group, such as a particular buyer segment, customer group, product line, service, or geographic area This targeted approach allows the company to leverage its advantages in a specific market Implementing this strategy requires the company to segment the market and identify a narrower, more cohesive target market than the broader market as a whole.
- La société peut utiliser la politique de souligner le cỏt La société met l'accent sur la qualité des biens et des services et sur la réduction des cỏts.
3.2.1.4 Diversifier les produits et services de la société
As customer preferences vary among different companies, the demand for products and services also differs In the future, the company aims to attract Japanese clients, who generally have high purchasing power and elevated expectations To meet these demands, the company must ensure that room hygiene and amenities are modern and comfortable Additionally, the restaurant should revamp its menu to include Asian, European, and regional dishes, categorized into desserts, main courses, and appetizers, with the option to feature a daily menu for quick service, minimizing wait times to draw in more customers The company needs to be proactive in preparing materials and should develop unique signature products that allow customers to easily recognize and differentiate them from competitors Furthermore, the restaurant should create its own distinct dishes, while also enhancing service quality through a friendly attitude, additional services, and customized improvements tailored to the company’s brand.
In the hospitality industry, creating specialized room types is essential for making guests feel at home during their stay To enhance product competitiveness and meet customer needs, it is crucial for companies to regularly gather feedback on various hotel offerings, including accommodations, dining, and additional services This information allows the reception staff to compile insights and communicate necessary adjustments to each department, ensuring a high-quality experience for all guests.
Tourism serves as a spiritual nourishment for the Vietnamese during national holidays Therefore, it is crucial for the company to focus on expanding and enhancing its accommodations by adding conference rooms, luxury suites, and specialized rooms for business delegations Additionally, there should be an emphasis on developing entertainment options and constructing the Thao Linh National Park Continued investment in diversifying the range of services offered will be essential for future growth.
3.3.1.5 Élaborer une politique de prix raisonnable pour les produits et services hôteliers
Tableau d'évaluation de la compétitivité relative d’entreprise
Classe ment point import- ant
Classe- ment point import- ant
Positionnement des produits sur des marchés cibles
Processus créant des produits touristiques
ENTRETIEN
During my internship at Anh Phuong Tourism Investment LLC in Hai Tien, I aim to develop my thesis titled "Measures to Enhance Marketing Competitiveness for Hai Tien." I hope you can assist me by answering a few questions that will contribute to my research.
I, Information sur la personne interrogée
1 Nom et prénom: LE Xuan Thao
2 Poste: Président du Conseil d'administration de la SARL d’investissement de tourisme Anh Phuong – Hai Tien
II, Contenu de l’entretien Question 1: Quelle est la stratégie actuelle de la société ? Et quel est l’objectif de cette stratégie ?
Question 2: Quelles sont les politiques que la société a utilisé pour améliorer la compétitivité du marketing?
Question 3: Quels sont les concurrents de Hai Tien? Analyser les forces, les faiblesses de l'adversaire?
Question 4: Dans le futur, que compte faire l'entreprise pour améliorer sa compétitivité sur le marché?
INTERVIEW
During my internship at Anh Phuong Tourism Investment LLC in Hai Tien, I aim to develop my final thesis titled "Measures to Enhance Marketing Competitiveness for Hai Tien." I hope you can assist me by answering a few questions that will support my research.
I, Information sur la personne interrogée
1 Nom et prénom: LE Xuan Thao
2 Poste: Président du Conseil d'administration de la SARL d’investissement de tourisme Anh Phuong – Hai Tien
II, Contenu Question 1: Quelle est la stratégie actuelle de la société ? Et quel est l’objectif de cette stratégie ?
Dr Le Xuan Thao emphasizes that the company's strategy is confidential, but highlights their commitment to maintaining high-quality service to uphold long-term prestige and reputation Additionally, he notes that pricing policies are sometimes utilized to shape the company's commercial strategy.
Question 2: Quelles sont les politiques que la société a utilisé pour améliorer la compétitivité?
Dr LE Xuan Thao: “Pour améliorer notre compétitivité, nous utilisons des stratégies marketing et non-marketing
- L’'entreprise attache de l'importance à la construction d'infrastructures spacieuses et modernes, répondant aux besoins des touristes simples à complexes;
Construire plus de parcs d'attractions et de parcs nationaux; diversifier leurs produits et services
- A propos des activités de communication: la société implémente l'image sur le réseau d'information, la radio, les publications média, ”
Question 3: Quels sont les concurrents de Hai Tien? Analyser les forces, les faiblesses de l'adversaire?
Dr Le Xuan Thao believes that the main competitors of their company are Tung Thanh and Royal, two prominent hotels in the region These competitors engage in direct price competition and are highly effective in promoting their investment image.
Question 4: Dans le futur, que compte faire l'entreprise pour améliorer sa compétitivité sur le marché?
Dr Le Xuan Thao stated, "In the coming years, we will collaborate with authorities to renovate and enhance Hai Tien beach Our company will continue to leverage its strengths, and this summer, we will launch a series of promotional activities to boost our brand presence in the media."
QUESTIONNAIRE
Étudiant: Nguyen Thi Giang Université du Commerce Chers Messieurs:
During my internship at the company, I aim to prepare my thesis titled "Enhancing the Competitiveness of Hai Tien Investment and Tourism Company." I hope you can assist me in answering a few questions to support my research.
Je vous remercie sincèrement merci!
B Contenu Comprendre la compétitivité de l'entreprise, vous appréciez hautement la compộtitivitộ de l'entreprise, à travers les critốres suivants, s'il vous plaợt sộlectionnez les options suivantes.
1-Pas très d’accord 2- Pas désaccord 3- Neutre
4- D'accord5- Très d’accord (cocher "X" dans la case)
1 Situation de l’étude de marché de la société?
2 Công ty lựa chọn thị trường mục tiêu đã đúng đắn chưa ?
3 Des services de l'entreprise plus compétitifs que ceux des concurrents du même segment?
Le prix des produits et services de l'entreprise plus compétitifs que ceux des concurrents du même segment
5 Situation de la distribution des produits de la société?
6 Les stratégies de marketing, de la promotion sont utilisées efficacement par l'entreprise
7 La société dispose d'un personnel jeune, enthousiaste et professionnel
8 Infrastructure, installations de l'entreprise moderne, comfortable, répondre aux besoins des visiteurs
9 L'entreprise diffuse des publicités sur son site Web et sur d'autres sites de réseautage social
No % No % No % No % No %
1 Situation de l’étude de marché de la société? 0 0 0 0 34 50 34 50 0 0
Situation du choix des marchés cibles de la société ?
Des services de l'entreprise plus compétitifs que ceux des concurrents du même segment?
Le prix des produits et services de l'entreprise plus compétitifs que ceux des concurrents du même segment
Situation de la distribution des produits de la société?
Les stratégies de marketing, de la promotion sont utilisées efficacement par l'entreprise
La société dispose d'un personnel jeune, enthousiaste et professionnel
8 Infrastructure, installations de l'entreprise moderne,