Xây dựng và thực hiện chiến lược thị trường tại công ty cổ phần chứng khoán mb

A X X ZN TRUONG DAI HOC KINH TE QUOC DAN * * * DAI HOC K.T.Q D TT THONG TIN THU'VIEN PHONG LUAN AN - TV LIEU DOAN MY BINH XAY DUNG VA THUC HIEN CHIEN LUOC THI TRUONG • • • A z • • x r, r TAI CONG TY CO PHAN CHVNG KHOAN MB Chuyen nganh: Quan tri kinh doanh thu’O’ng mai LUAN VAN THAC SY QUAN TRI KINH DOANH NGUO’I HUONG DAN KHOA HOC: PGS TS NGUYEN XUAN QUANG VdH 990$ Ha Noi, Nam 2014 l If LO’I CAM DOAN Tac gia xin cam doan luan van la tn ban than thue hien va khong ehep cac cong trinh nghien cuu cua ngudi khac de lam san pham cua rieng mlnh Cac thong tin thu cap su dung luan an la co nguon goc va duoc trich dan ro rang Tac gia hoan toan chiu trach nhiem ve tinh xac thuc va nguyen ban cua luan van Tac gia Doan My Binh LOI CAM ON De hoan chuang trinh cao hoc va viet luan van nay, tac gia da nhan duoc sir hurcmg dan, giup da va gop y nhiet tinh cua quy thay co Truong Dai hoc Kinh te quoc dan Ha Noi Trude het, tac gia xin chan cam an den quy thay co Truong Dai hoc Kinh te quoc dan Ha Noi, dac biet la nhung thay co da tan tinh day bao cho toi sudt thdi gian hoc tap tai trudng Toi xin gui lai biet an sau sac den PGS.TS Nguyen Xuan Quang da danh rat nhieu thdi gian va tarn huyet hudng dan nghien cuu va giup toi hoan luan van tot nghiep Nhan day, toi xin chan cam on quy thay cd Vien Thuang mai va Kinh te quoc te, Vien Dao tao sau dai hoc, Trudng Dai hoc Kinh te quoc dan Ha Noi da tao dieu kien de toi hoc tap va hoan tot khoa hoc Mac du toi da cd nhieu cd gang hoan thien luan van bang tat ca su nhiet tinh va nang luc cua minh, nhien khong the tranh khoi nhung thieu sot, toi rat mong nhat dune nhung dong gop quy bau cua quy thay cd va cac ban Tac gia Doan My Binh DANH MUC CAC TT VIET TAT Tieng Viet stt Nghia day du Chu* viet tat PGD Phong Giao dich SGDCK So Giao dich chung khoan TGD Tong Giam doc TTCK Thi truong chung khoan UBCKNN Uy ban Chung khoan Nha nuoc Tieng Anh stt Chu viet tat EFE Nghia day du tieng Anh Nghia day du tieng Viet External Factor Evaluation Phan tich cac yeu to ben ngoai doanh nghiep IE Internal-External Ma tran danh gia cac yeu to ben va ben ngoai IFE Internal Factor Evaluation Phan tich cac yeu to ben doanh nghiep M&A Mergers and acquisitions Mua ban sap nhap MBS MB Securities Chung khoan MB QSPM Quantitative Strategic Ma tran lua chon chien luoc co the Planning Matrix dinh luong MUC LUC • • Trang LOI CAM DOAN LOI CAM ON DANH MUC CAC CHC VIET TAT MUC LUC DANH MUC CAC BANG, HINH VE, SO DO TOM TAT KET QUA NGHIEN CUU LUAN VAN MO DAU i CHUONG 1: CO SO LY LUAN XAY DUNG VA THUC HIEN CHIEN LUOC THI• TRUONG CUA CONG TY CHUNG KHOAN • 1.1 Tong quan ve chien luoc thi truing cua cong ty chumg Iclioiin 1.1.1 Thi trudng cua cong ty chung khoan 1.1.2 Mot so chien luoc thi trudng va quan tri chien luoc dudi goc tiep can nghien cuu thi trudng cua cong ty chung khoan 1.2 Cac noi dung co ban ve hoat dong xay dung chien luro’c thi trudng cua cong ty chung khoan 1.2.1 14 Phan tich moi trudng kinh doanh tren thi trudng tac dong den thi trudng cua cong ty chung khoan 1.2.2 11 15 Phan tich cac yeu to tiem nang cua cong ty chung khoan dinh vi, tri va phat trien thi trurrng 19 1.2.3 Phan doan thi trudng va lua chon thi trudng muc tieu 22 1.2.4 Xay dung cac phuong an chien luoc thi ti^i^u'nni 24 1.2.5 Lua chon chien luoc thi tiuu'mng 26 1.3 Nhung noi dung co ban to chuc thuc hien chien luoc thi trud’ng cua cong ty chung khoan 1.3.1 Tiep nhan va kiem soat cac nguon luc duoc phan phoi de thuc hien chien luoc thi trudng 1.3.2 28 28 De xuat va thuc thi cac chinh sach nham thuc hien chien luoc thi trudng 29 1.3.3 1.3.4 Thiet lap, thong bao va trien khai thuc hien cac ke hoach ve thi truOTig 31 Danh gia, dieu chinh ke hoach, chien luge thi truong 32 r 1.4 r Cac luc luong anh huong den xay dung va thuc hien chien luoc thi truong cua cong ty chung khoan 33 1.4.1 Anh huong cua nha quan tri cap cao 33 1.4.2 Anh huong cua doi ngu nhung nguoi lao dong tai doanh nghiep 33 1.4.3 Anh huong t£r phia khach hang 34 1.4.4 Anh huong t£r phia xa hoi 34 CHUONG 2: THUC TRANG XAY DUNG VA THLC HIEN CHIEN LUOC THI TRUING CUA CONG TY CO PHAN CHUNG KHOAN MB 2.1 36 Dac diem va ket qua hoat dong kinh doanh cua Cong ty co phan chung khoan MB 36 2.1.1 Dac diem cua Cong ty cO phan chung khoan MB 36 2.1.2 Ket qua hoat dong kinh doanh cua cong ty giai doan 2008 - 2013 43 2.2 Phan tich thuc trang xay dung va thuc hien chien luoc thi truong cua Cong ty 2.2.1 47 Phan doan thi truong muc tieu va ket qua kinh doanh tren cac doan thi truong muc tieu 47 2.2.2 Cong tac du bao thi truong 60 2.2.3 Tinh hinh xay dung va phe duyet cac muc tieu thitruong 62 2.2.4 Lap ke hoach cong viec va trien khai thuc hien ke hoach 67 2.2.5 Danh gia, dieu chinh chien luoc thi truong 71 2.3 Danh gia thuc trang xay dung va thuc hien chien luoc thi truong cua Cong ty co phan chung khoan MB 71 2.3.1 Cac tuu dat duoc 71 2.3.2 Cac diem han che va nguyen nhan 72 CHUONG 3: GIAI PHAP CO BAN HOAN THIEN CONG TAC XAY DUNG VA TH lC HIEN CHIEN LUOC THI• TRUONG CUA CONG • • • • 75 TY CO PHAN CHUNG KHOAN MB 3.1 Xu huong phat trien thi truong chung khoan Viet Nam den nam 2020 3.2 75 Phuong huang phat trien kinh doanh den va dinh huong hoan thien cong tac xay dung va thuc hien chien luoc thi truong cua Cong ty co phan chung khoan MB 77 3.3 Cac giai phap hoan thien cong tac xay dung chien luoc thi truong 81 3.3.1 Xay dung va ban hanh quy trinh quan tri chien luge thi truong 81 3.3.2 Su dung mo hinh ma tran EFE va IFE viec luong hoa anh huong cua moi truong kinh doanh den thi truong cua Cong ty 3.3.3 Ap dung cac mo hinh ma tran chien luoc de dinh huong va lua chon chien luoc thi truong 3.3.4 3.4 84 86 Hinh cac muc tieu va giai phap thuc hien chien luoc thi truong 89 Cac giai phap hoan thien cong tac thuc hien chien luoc thi truong 92 4.1 Dieu chinh bieu mau ke hoach trien khai thuc hien chien luoc thi truong 92 3.4.2 Xay dung che bao cao thuc hien chien luoc thi truong 93 3.4.3 Quy dinh thoi han xay dung va dieu chinh cac chinh sach ho tro thuc hien chien luoc thi truong 95 3.4.4 Nang cao trinh can bo nhan vien thuc thi chien luoc thi truong 95 3.5 Dieu kien thuc hien giai phap 97 3.5.1 Dieu kien doi voi Tap doan MB 97 3.5.2 Dieu kien dOi voi UBCKNN 98 KET LU AN r A a _ r f 100 CAC CONG TRINH KHOA HOC CUA TAC GIA 101 TAI LIEU THAM KHAO 102 PHU LUC DANH MUC CAC BANG, HINH VE, SO DO Trang Bang 1.1: Noi dung va phuong phap xay dung chien luoc thi trudng 15 Bang 1.2 Ma tran phan khuc thi trudng 23 Bang 1.3: Ma tran IE 24 Bang 1.4: Ma tran md rong san pham/thi trudng 25 Bang 1.5: Ma tran lua chon chien luoc co the dinh luioig 27 Bang 2.1: So luong nhan su tai cac don vi thdi diem 31/12/2013 40 Bang 2.2: Sd luong nhan su tai cac Chi nhanh/Phong giao dich thdi diem 31/12/2013 41 Bang 2.3: So luong diem giao dich tu 2008- 2013 42 Bang 2.4: Cac doan thi trudng muc tieu cua MBS nam 2012-2013 48 Bang 2.5 Dieu chinh san pham tu nam 2008 den nam 2013 49 Bang 2.6 Dieu chinh cac doan thi trudng tu nam 2008 den nam 2013 52 Bang 2.7 Cac noi dung du bao thi trudng cua MBS 60 Bang 2.8 Ket qua thuc hien muc tieu thi trudng tu nam 2008 den nam 2013 62 Bang 2.9: Muc tieu thi trudng cu the tu nam 2008 den nam 2013 64 Bang 3.1: Mo ta quy trinh quan tri chien luoc thi trudng 83 Bang 3.2 Danh gia anh hudng cua cac yeu to moi trudng ben ngoai den thi trudng cua MBS (Chi tiet Phu luc 3) 84 Bang 3.3 Phan tich tiem nang cua Cong ty viec tri va phat trien thi trudng (Chi tiet Phu luc 4) 85 Bang 3.4: Ma tran danh gia vi the chien luoc thi trudng 86 Bang 3.5: Ma tran md rong san pham thi trudng cua MBS 87 Bang 3.6: Ma tran lua chon chien luoc thi trudng co the dinhluong 88 Bang 3.7: Ke hoach trien khai thuc hien chien luoc thi trudng 93 Bang 3.8: Che bao cao trien khai thuc hien chien luoc thi trudng 94 Bang 3.9: Thdi han khung toi da xay dung va dieu chinh chinh sach 95 Trang Hinh 1.1: Mo hinh quan tri chien luoc kinh doanh cua doanh nghiep thuong mai 13 Hinh 2.1: So luong nhan su 2008-2013 39 Hinh 2.2: Co cau diem giao dich theo khu vuc nam 2013 42 Hinh 2.3: Ket qua kinh doanh nam 2008-2013 43 Hinh 2.4 : Kha nang canh tranh cua dich vu so vdi doi thu 50 Hinh 2.5: Nhom khach hang muc tieu MBS 53 Hinh 2.6 : Ly lua chon nhom khach hang muc tieu 53 Hinh 2.7: So luong tai khoan mo mdi dich vu chung khoan 54 Hinh 2.8: So luong tai khoan quan ly dich vu chung khoan 55 Hinh 2.9: Thi phan dich vu chung khoan MBS tren thi truong chung khoan 56 Hinh 2.10: Thi phan dich vu chung khoan tai cac doan thi truong 56 Hinh 2.11: Phi moi gidi chung khoan 57 Hinh 2.12: Ty giao dich dien tu/giao dich truyen thong 57 Hinh 2.13: So luong hop dong ky mdi Dich vu Ngan hang dau tu 58 Hinh 2.14: Phi tu van va phi thu xep cong Dich vu ngan hang dau tu 59 Hinh 2.15 : Danh gia muc phu hop giua muc tieu thi truong duoc phe duyet va nang luc don vi 66 Hinh 2.16 : Danh gia muc phu hop giua muc tieu thi truong va nguon luc duoc phan bo 68 Hinh 2.17 : Danh gia muc phu hop giua nang luc cua don vi va nguon luc duoc phan bo de thuc hien muc tieu thi truong 69 Hinh 2.18 : Nguyen nhan trien khai ke hoach thi truong cham tien 71 Hinh 3.1: Ke hoach kinh doanh 2014 78 Hinh 3.2: Quy trinh quan tri chien luoc thi truong 82 So 2.1 So to chuc Cong ty CP chung khoan MB nam 2012-2013 38 Mire Diem Phan Cac yeu to ben ngoai anh hirong den thi truong quan quan loai trong hang cho cac cong ty chung khoan lai Khuynh huong dau tu nuoc ngoai vao Viet Nam dang chuyen dan tu dau tu true tiep FDI sang thau tom sat 0,05 0,10 0,08 0,16 0,10 0,19 0,09 0,16 0,05 0,15 0,12 0,35 nhap cac doanh nghiep Viet Nam tao co hoi phat trien thi trudng cua cdng ty Kinh te Viet Nam va the gidi dang thdi ky suy thoai, cac doanh nghiep hoat dong cam chung, tri su ton tai lam cho thu nhap xa hoi giam, dau tu giam, nha dau tu nit khoi TTCK TTCK am dam, cac chi so chung khoan giam, khoan thap anh hudng den ket qua kinh doanh tren cac doan thi trudng cua cdng ty chung khoan Canh tranh cua cac cdng ty chung khoan dac biet la cac cdng ty chung khoan nude ngoai cd kinh nghiem quan tri tot, cdng nghe hien dai va tiem luc tai chinh manh Kha nang tiep can den ngudn von re han che dac biet doi vdi linh vuc phi san xuat da anh hudng den viec tiep can ngudn von tu cac ngan hang thuong mai viec cung cap cac san pham dich vu tai chinh cua cdng ty Long tin cua nha dau tu sut giam anh hudng den viec gi€r vung va phat trien thi trudng Tong diem 1,00 2,70 Ngudn: Ket qua cot phan loai lay tu ket qua dieu tra can bo nhan vien MBS (Phu luc 2) PHU• LUC • Bang 3.3 Phan tich tiem nang cuaCong ty viec tri va phat trien thi truong Cac the manh va diem yeu cong tac thi truong Muc Phan Diem quan loai quan trong Nguon luc tai chinh manh co su hau thuan co dong sang lap Ngan hang quan doi, ngan hang co phan hang 0,13 0,48 0,11 0,37 0,08 0,27 0,06 0,20 0,08 0,27 0,07 0,25 0,10 0,14 0,08 0,14 0,05 0,09 0,08 0,10 dau cua Viet Nam do MBS co chi phi von thap Nhan su tre, nang dong, sang tao, phan ung nhanh, chiu ap luc tot He thong cong nghe loi tu phat trien, co the chu dong dieu chinh, cap nhat, phat trien cac tinh nang moi phu hop nhu cau Thuong hieu manh, nam lien tiep dat thi phan moi gioi dung so tren thi truong Kinh nghiem hoat dong tren TTCK ke tu TTCK bit dau tai Viet Nam Co che quan tri rui ro manh giup canh bao va giam thieu toi da cac thiet hai co the xay cho cong ty va khach hang Ket qua kinh doanh nam 2011 xau lo gan 600 ty dong lam anh hudng den uy tin, thuong hieu cua cong ty Doi ngu nhan su tre, nhiet huyet nhung thieu kinh nghiem phat trien thi truong va tinh ky luat chua cao Nen tang cong nghe tu phat trien nen kha phu thuoc vao doi ngu nhan vien CNTT cua Cong ty phat trien cac san pham moi Nhan su dong, cong kenh lam gia tang chi phi va giam hieu qua kinh doanh X zv r Cac the manh va diem yeu cong tac thi trirdng Muc Phan Diem quan loai quan trong Chua xay dung duoc he thong thong tin thong nhat giua trung tam nghien cuu va don vi kinh doanh dan den tinh 0,09 0,12 0,07 0,12 trang cung cap cho khach hang nhung quan diem trai chieu anh hudng den long tin va tam ly cua khach hang Chua xay dung dupe van hoa gan bo, trung vdi cong ty dpi ngu nhan vien kinh doanh Tong diem 1,00 2,55 Nguon: Ket qua cot phan loai lay tic ket qua dieu tra cdn bo nhan vien MBS (Phu luc 2) PHU• LUC • Bang 3.6: Ma tran lua chon chien luge thi trudng co the dinh luong (QSPM) Doan thi truong I Co1 hoi Cac no lye cai thien kinh te vi mo cua Doan thi truong 3,4 Doan thi truong Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham Cac yeu to Stt Doan thi trudng AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS 12 12 9 12 12 12 12 12 12 3 9 6 12 12 chinh phu thong qua giam lam phat, xu ly no xau, giam lai suat vay, xu ly ton kho bat dong san se ho tro cai thien ket qua kinh doanh nghiep nen kinh te dong thoi thu hut cac nha dau tu quay tro lai TTCK Cac dieu chinh cua UBCKNN cho phep giao dich ky quy, md nhieu tai khoan, dieu chinh thoi gian giao dich, ap dung san pham phai sinh cho phep cong ty chung khoan md rong va phat trien cac doan thi trudng UBCKNN tang cudng giam sat, trien Stt Doan thi tru’dng Doan thi tru’dng Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham Cac yeu to Doan thi tru’dng 3,4 Doan thi trudng AS TAS AS TAS AS TAS AS IAS AS TAS AS TAS AS TAS AS TAS 3 3 3 12 2 2 8 khai cac bien phap tai cau true cac cong ty chung khoan, giam so luong cac cong ty chung khoan va dam bao cac cong ty chung khoan ton tai co du nang luc hoat dong Trong dieu kien kinh te kho khan, nhieu doanh nghiep gap kho khan ve nguon von, hoat dong kem hieu qua can phai tai co cau la co hoi cho cac cong ty chung khoan day manh cac dich vu tu van, M&A Cac chi so P/E, P/B cua cac doanh nghiep tren TTCK Viet Nam duoc danh gia la thap nhat d Chau A cung la co hoi tot de phat trien mang khach hang nude ngoai, cac quy to chuc va ngoai nude cung nhu mang Doan thi truong Stt Doan thi trudng Doan thi trudng 3,4 Doan thi truong Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham Cac yeu to AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS 12 12 12 3 2 2 4 2 2 2 4 thi truong M&A Cac cong ty chung khoan roi vao tinh trang kho khan keo dai tu rut khoi TTCK mo co hoi phat trien khach hang cho cac cong ty chung khoan lai Khuynh huong dau tu nudc ngoai vao Viet Nam dang chuyen dan tu dau tu truc tiep FDI sang thau tom sat nhap cac doanh nghiep Viet Nam tao co hoi phat trien thi truong cua cong ty II Thach thuc Kinh te Viet Nam va the gidi dang thoi ky suy thoai, cac doanh nghiep hoat dong cam chung, tri su ton tai lam cho thu nhap xa hoi giam, dau tu giam, nha dau tu rut khoi Doan thi truong stt Doan thi truong Doan thi trudng 3,4 Doan thi truong Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham Cac yeu to AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS 2 2 4 2 2 6 6 6 6 TTCK TTCK am dam, cac chi so chung khoan giam, khoan thap anh hudng den ket qua kinh doanh tren cac doan thi truong cua cong ty chung khoan 10 Canh tranh cua cac cong ty chung khoan dac biet la cac cong ty chung khoan nuoc ngoai co kinh nghiem quan tri tot, cong nghe hien dai va tiem luc tai chinh manh 11 Kha nang tiep can den nguon von re han che dac biet doi voi linh vuc phi san xuat da anh hudng den viec tiep can nguon von tu cac ngan hang thuong mai viec cung cap cac san pham dich vu tai chinh cua cong ty Doan thi truong 12 Doan thi ruong 3,4 Doan thi truong Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham Cac yeu to Stt Doan thi trudng AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS 3 6 3 12 16 16 16 12 12 16 12 12 12 12 12 12 3 3 12 12 12 12 12 Long tin cua nha dau tu sut giam anh hudng den viec giu vung va phat trien thi truong III Diem manh 13 Nguon luc tai chinh manh co su hau thuan co dong sang lap Ngan hang quan doi, ngan hang co phan hang dau cua Viet Nam do chi phi von thap 14 Nhan su tre, nang dong, sang tao, phan ung nhanh, chiu ap luc tot 15 He thong cong nghe loi tu phat trien, co the chu dong dieu chinh, cap nhat, phat trien cac tinh nang mdi phu hop nhu cau 16 Thuong hieu manh, nam lien tiep dat thi phan moi gidi dung so tren thi truong Doan thi truong 17 Doan thi truong 3,4 Doan thi trudng Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham Cac yeu to Stt Doan thi trudng AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS 12 12 12 12 4 16 16 16 16 12 1 3 1 3 1 3 1 2 2 6 6 2 2 2 2 Kinh nghiem hoat dong tren TTCK ke tn TTCK bat dau tai Viet Nam 18 Co che quan tri rui ro manh giup canh bao va giam thieu toi da cac thiet hai co the xay cho cong ty va khach hang IV Diem yeu 19 Ket qua kinh doanh nam 2011 xau lo gan 600 ty dong lam anh hudng den uy tin, thuong hieu cua cong ty 20 Doi ngu nhan su tre, nhiet huyet nhung thieu kinh nghiem phat trien thi truong va tinh ky luat chua cao 21 Nen tang cong nghe tu phat trien nen kha phu thuoc vao doi ngu nhan vien CNTT cua cong ty phat trien cac hoan thi truong Cac yeu to Stt Doan thi truong Doan thi truong 3,4 Doan thi truong Phan Tham Phat trien Tham Phat trien Tham Phat trien Tham Phat trien loai nhap san pham nhap san pham nhap san pham nhap san pham AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS AS TAS 3 3 3 3 3 3 3 3 1 3 1 2 1 2 1 2 2 6 6 san pham moi 22 Nhan su dong, cong kenh lam gia tang chi phi va giam hieu qua kinh doanh 23 Chua xay dung duqc he thong thong tin thong nhat giua trung tam nghien cuu va don vi kinh doanh dan den tinh trang cung cap cho khach hang nhung quan diem trai chieu anh huong den long tin va tam ly cua khach hang 24 Chua xay dung duqc van hoa gan bo, trung voi cong ty doi ngu nhan vien kinh doanh 25 Tong diem mH 149 —* -5-1 - ——' - 148 - 146 ■ ■ 145 H -1 Nguon: Ket qua cot phan loai lay tu ket qua dieu tra can bo nhan vien MBS (Phu luc 2) YEU CAU CUA HOI DONG CHAM LUAN VAN THAC SI Ve nhung diem can sua chua, bo sung trudc nop luan van chinh thuc cho VDTSDH Cam ket cua hoc vien7 CdC JuK/ 'VUM' &K C^UO .cfet.kv .£u& X^AkJ&}' r&Uzj Hoc vien ■Neu hoc vien co trach nhiem chinh sua theo yeu cdu cua Hoi dong chdm luan vSn Trong trucmg hop khong chinh sua se hong duoc cong nhan ket qua bao ve BAN NHAN XET LUAN VAN THAC SY QUAN TRI KINH DOANH ve de tai: XAY DUNG VA THUC HIEN CHIEN LUOC THI• TRUONG • * • 2• x • r TAI CONG TY CO PHAN CHUNG KHOAN MB r Chuyen nganh: Quan tri kinh doanh thuong mai Cao hoc vien: Doan My Binh Ngudi viet nhan xet: PGS TS Dinh Van Thanh Vien Nghien cuu Thuong mai Trach nhiem Hoi dong: Phan bien Sau doc toan bo luan van acao> hoc cua CHV Doan My Binh, gom r 100 trang va cac Phu luc kem theo, ve de tai: “Xay dung va thuc hien chien luoc danh gia nhu sau: A A Trong dieu kien thi truong va moi truong kinh doanh co nhieu thay doi va bien dong kho luong, de ton tai va phat trien buoc cac Cong ty kinh doanh phai co cac phan ung phu hop ca ngan han va dai han Xay dung, dieu chinh va to chuc thuc hien chien luoc thi truong mot cach khoa hoc va sat Cong ty chung khoan Vi vay, de tai nghien cuu la co y nghia ly luan va thuc tien tai co muc tieu, pham vi va doi tuong nghien cuu ro rang nen khong co su vdi luan van thac sy quan tri kinh doanh, chuyen nganh quan tri kinh doanh thuong mai Ve mot so ket qua dat duoc va cong chu yeu tuong doi chat che, van phong va hinh thuc trinh bay ve co ban dap ung yeu cau de Cac phuong phap nghien cuu duoc su dung la phu hop vdi doi tuong va nhiem vu nghien cuu ve noi dung, luan van co mot so cong chinh nhu sau: r f f y - Da he thong hoa va lua chon duoc mot so co sd ly luan chu yeu ve xay dung va thuc hien chien luoc thi trudng cua mot cong ty kinh doanh noi chung va cong ty chung khoan moi rieng de lam co sd luan cho nghien cuu thuc trang va de xuat giai phap z z ' z > - Vdi he thong tu lieu thu cap kha phong phu va ket hop vdi so lieu dieu tra trac nghiem, luan van da phan tich kha sau sac ve thuc trang xay dung va thuc hien chien luoc thi trudng cua Cong ty co phan chung khoan MB Tren co sd do, luan van da chi ro cac mat duoc, han che va nguyen nhan de lam co sd thuc tien cho viec de xuat giai phap - Can cu vao thuc trang va dinh hudng phat trien cua Cong ty, luan van da de xuat duoc nhom giai phap hoan thien cong tac xay dung chien luoc thi trudng, nhom giai phap hoan thien cong tac thuc hien va cac dieu kien de trien khai thuc hien giai phap Nhin chung, cac giai phap duoc de xuat la co tinh he thong, co co sd khoa hoc va mot so giai phap co the van dung thuc tien 3.Mot so han che va trao doi vdi tac gia r r \ v •> t - Can bo sung va lam ro dac diem hoat dong kinh doanh cua Cong ty chung khoan phan ly luan, lam ro su khac va giong so vdi kinh doanh hang hoa a z r rv r - Can gan ket phan tich cac nguyen nhan dan den thuc trang theo co sd ly thuyet da neu tai Chuong ve cac yeu to anh hudng de chi cac nguyen nhan chu quan, khach quan cho de xuat giai phap A Z - Neu co cac bo sung du bao ve xu hudng phat trien thi trudng chung khoan Viet nam cho cac nam sau 2014 de lam co sd cho de xuat cac giai phap thi tinh kha thi duoc danh gia cao hon -Chinh sua mot so loi ky thuat trinh bay r Ket luan: Luan van la cong trinh nghien cuu cong phu va nghiem tuc cua tac gia co ban luan van da dap ung duoc yeu cau de cho mot luan van thac sy quan tri kinh doanh De nghi Hoi dong cham luan van cho phep tac gia duoc bao ve ban luan van nay, tac gia Doan My Binh xung dang nhan hoc vi thac sy quan tri kinh doanh A A A ve A Vien Nghien cuu Thuong mai an chu ky ben la cua inh Van Thanh AZ Ha Noi, 26 thang nam 2014 Ngudi viet nhan xet NGHIEN CJL THLfU PHONG Npuven Hone Sinh PGS TS.Dinh Van Thanh • A f z Do vay de tai: Xay dung va thuc hien chien luoc thi trudng tai cong ty co A phan chung khoan MB co tinh thdi sir cao ■t • -a • ' ' ' ' ' ' ' Theo toi duoc biet, Cho den nay, co rat nhieu de tai nghien cuu ve chien luge kinh doanh nhung chua co de tai nao di sau nghien cuu mot each he thong cu the ve Xay Z A dung va thuc hien chien luge thi trudng tai cdng ty cd phan chung khoan MB Do A A A do, toi cho rang de tai khdng trung lap vdi cac de tai di trudc II Ve tinh phu hgp cua chuyen nganh dao tao va phuong phap nghien ciru De tai phu hgp vdi chuyen nganh dao tao Z A r Phuong phap nghien cuu phu hgp de giai quyet noi dung cac van de can nghien cuu Toi danh gia cao nd luc cua tac gia tien hanh dieu tra nghien cuu thi trudng Noi dung cua luan van III Nhiing cdng A A Z Z A Z Z Ve trinh bay: Ket cau ba chuong theo loi truyen thong co tinh logic A - Ve noi dung r - z a Chuong 1: Tac gia da he thong hoa dugc mot so ly luan ve xay dung va thuc hien , Z chien luge thi trudng Dac biet, tac gia da cdng viec he thong hoa cac z z luc lugng anh hudng den xay dung va thuc hien chien luge thi trudng cua cac cdng ty Cach tiep can toi cho la tot, tranh dugc trung lap va htru ich cho phan tich d chuong Z A Chuong 2: Tac gia da md ta dugc dac diem ket qua kinh doanh cua cdng ty cd phan chung khoan MB, lam ro dugc phan nao true trang cdng tac xay dung va thuc hien A z chien luge thi trudng cua cdng ty Tac gia da danh gia dugc nhung net co ban ve z z tuu va han che cua cdng ty viec xay dung va thuc hien chien luge thi trudng Chuong 3: Tac gia da neu dugc xu hudng phat trien cua thi trudng chung khoan, z dua dugc dinh hudng hoan thien cdng tac xay dung va thuc hien chien luge Z Z Z chogiai doan tiep theo He thong giai phap cd the chap nhan dugc Nhirng van de can trao doi vdi tac gid ' > r r \ Toi cho rang luan van se co gia tri cao hon neu khac phuc duoc nhung van de sau: Ve trinh bay: + Con mot so loi ky thuat + Trinh bay chua theo qui dinh - Ve noi dung /• r r i Chuong Neu tac gia lam ro hon moi quan he giua chien luoc phat trien cong ty, chien luoc kinh doanh va chien luoc thi trudng thi chuong se co gia tri cao hon phan tich tinh hinh thuc hien chien luoc Chuong 2: Toi cho rang phan 2.2 ten tit chua bao ham het noi dung ben Chuong Chuong neu gop 3.1; 3.2 va 3.3 mot muc thi nguoi doc thay logic hon Phan giai phap 3.5 nen co rieng giai phap ve phoi hop hoat dong thuc thi chien luoc thi giai phap se gan voi 2.3 hon Ket luan: Mac du luan van mot so han che nhung toi cho rang day la cong trinh khoa hoc doc lap, Cao hoc vien co nhieu cd gang nghien cuu, va dat dupe nhung cong nhat dinh Luan van dap ung yeu cau cua luan van thac sy Cau hoi kiem tra trinh cua cao hoc vien: Em hay chi mot dinh hurd’ng r chien luoc phat trien thi trudng giai doan 2015-2020 cua CTCKMB ? Co1 so’ cua dinh hudng? Ha Noi 24 thang nam 2014 Nguoi nhan xet PGS.TS Nguyen Thi Xuan Huong