đại học thương mại viện hợp tác quốc tế tài liệu tham khảo cho bộ môn quản trị chiến lược dạy bằng tiếng anh công ty chọn phân tích là về công ty momo, Quản trị chiến lược bằng tiếng anh strategic planning forms phân tích về momo
STRATEGIC PLANNING FORMS ❑ Choose a Vietnamese company: MOMO ❑ Complete the checklist External Analysis 1.1 Macro environment Forces Technologica l Description Opportunities: Modern technology creates many new opportunities for businesses: With 129.5 million mobile subscribers and about half of them using 3G and 4G, Vietnam is particularly well-adapted to the use of mobile phones Using mobile contactless payments and have been ahead of many developed economies when it comes to mobile payments 84% of Vietnamese consumers feel safe when making mobile payments Strategic implication Technology of Momo wallet is developing as rapidly as it is today, businesses are constantly innovating, changing and improving technology to meet the needs of consumers to the maximum, so that they can continue to exist and move forward on the market today Challenges: The tradition of paying in cash and the fear of fraud and risk in the payment process Although there are quite a few ewallets appearing in recent times, there is no outstanding solution, Time frame Importance Before the covid19 epidemic, MoMo Wallet had 10 million customers and within a short time, the platform reached 10 million more customers E-wallet companies are considered to be the leaders in applying technology to bring the most convenience to users during use as well as ensure the highest safety for users mixed money in their wallets creating a trend for the market These are also the biggest obstacles for consumers and the overall development of the market Legal Political Opportunity: M_Service Company has been licensed by the State Bank of Vietnam to provide Momo money transfer service Challenges: However, government policies related to financial services can still change unexpectedly, affecting the company's business plan Cultural Social Opportunities: In recent years, the explosion of science and technology along with the trend of globalization and financial liberalization has promoted the development of non-cash payment methods If it is recognized by the State and the law, the company can rest assured to develop without being prevented by legal issues MoMo's coverage in hundreds of thousands of stores, supermarkets, and payment transaction points across the country Customers can pay (a) Law on Prevention and Combat of Money Laundering No 07/2012/QH13 of the National Assembly dated June 18, 2012 and guiding documents; (b) Relevant provisions in the Penal Code of the National Assembly dated December 21, 1999, as amended on September 16, 2009 and guiding documents With that trend and orientation, on December 29, 2006, the Prime Minister issued Decision No 291/2006/QDTT G approving the “Project on non- All financial activities must comply with the confidentiality regulations of the State Bank and the Ministry of Information and Communications In addition, strict compliance with applicable antimoney laundering and counterterrorism financing laws and any regulations enacted under such laws is required Capturing all trends such as the Covid-19 pandemic where people don't use cash will be a big step forward in Momo's development Challenges: Vietnamese culture and habits of using financial services are also barriers for Momo because the majority of farmers and workers have the mentality of using cash instead of paying with e-wallets in Vietnam Economic expenses quickly and conveniently cash payment for the period 20062010 and Orientation to 2020" Along with the Government's appropriate market orientation, an economy with a high growth rate will have great attraction for domestic and foreign investors in business sectors, creating favorable conditions for the country to grow The improvement of infrastructure also enhances the level of economic development 1.2 Micro environment Factors Description Barries to entry Right from the beginning, in Vietnam, about 70% of the population has not had access to banking services The biggest barrier of this project is shown to be the habit of using cash of consumers -The habit of using cash in Vietnam is very large along with fear of fraud and risks in the payment process - Many people are afraid to use mobile payment means because of its great risks such as losing money, stealing personal information, fraud In addition, the fear of being hacked or facing malware attacks or data leaks is a cause for users to feel unsafe when using modern payment methods A part of Vietnamese consumers still has not kept up with technological advancements taking place globally They are not aware and have little trust in modern forms of payment in general and e-wallets in particular -There is still no full and official legal corridor for payment via e-wallet Potential entrants Momo has had a certain foothold in the e-wallet market with the largest number of users today and Vietnamese users are quite loyal to the e-wallets they have used Momo cares about consumers who are both urban and rural consumers Current partner Currently, MoMo is a partner providing collection and payment services for more than 100 partners who are large enterprises nationwide Partners spread across all fields: electricity, telecommunications, mobile, television, personal finance, banking, aviation, entertainment, games… Threats of substitutes Potential partners Momo continues to target businesses looking for a versatile sales and payment channel to support business development across the country with the following functions: It is highly likely that Momo will cooperate with Facebook as a great and potential partner in the near future In addition, Momo also wants to continue to increase the number of partners in the fields of cooperation Currently, in addition to traditional cash payment, there are forms of electronic payment besides e-wallets First, the payment via card is the most characteristic Pay through the gateway or pay with smart mobile devices such as via mobile banking service or via QR code However, the use of e-wallets is more and more widespread because payment is safer than using a payment card and it has incentives such as discount vouchers, free shipping codes and no additional fees In addition, gamification services, savings deposits that can be withdrawn at any time, refunds, credit loans So the threat of these substitutes is not great Bargaining power of suppliers The strength of the supplier in this case is moderate because MoMo's ecosystem is diverse: an ecosystem that meets most of the essential needs of customers with 10,000 business partners in areas such as : consumer finance, insurance, money transfer, payment, entertainment, e-commerce, shopping, transportation and food service Bargaining power of customer The power of customers is quite high because momo's focus is on customers and always develops services and products for users to be satisfied when using Therefore, Momo wallet was honored to be the only e-wallet in the top 10 brands creating excellent customer experience There are outstanding active e-wallets: momo, zalopay, viettel pay, shopee pay and moca These wallets are all large-scale and serve many services, so the competition is fierce Competitive rivalry 1.3 Competitor identification Most directly competitive: Less directly competitive: Major competitors Competitor 1.Zalopay Characteristics Strengths Many convenient Zalo Pay product is payment methods when designed & developed near each other: QR based on actual code scanning, NFC behavior & needs of connection, Bluetooth payment, payment Transfer money between environment in accounts when apart by Vietnam With the Account Name, Zalo criteria of providing contacts many convenient, fast • Withdraw money from and safe payment your card account to any services Zalo Pay is linked bank card built with many account, at any time unique and specialized • Lucky money for the features to satisfy most whole group or payment needs in life individual Increase the and business needs happiness of the receiver with random or equal lucky money and Weaknesses The disadvantage of the current ZaloPay e-wallet is that the utility is not much, nor multi-utility payment like other e-wallets The money transfer is also quite limited, each time can only transfer about 10 million and about 200 million/day, transferring money from ZaloPay to the bank can only be times within 24 hours meaningful wishes • No need to go to bank headquarters & a lot of paperwork • All transaction requests are processed extremely fast The app runs super smooth 2.Vnpay Vietnam Payment Solutions Joint Stock Company (VNPAY) established in March 2007 is a leading company in the field of electronic payment in Vietnam VNPAY can use transactions as easily as on a smartphone Scan the QR code at checkout Recharge phones, buy scratch cards, pay bills, buy 3G/4G Data, book bus tickets, book hotel rooms Not affiliated with many banks, the app runs slow, lags, deposit and withdrawal limits are too high compared to other companies Although withdrawing and depositing are free, it makes customers feel that this is an e-wallet that is easy to load in and difficult to withdraw VNPAY developed to be a means of payment when making shopping transactions on e-commerce websites Shoppe pay Shopee pay is a product of AirPay Joint Stock Company licensed by the State Bank of Vietnam under License No 29/GP-NHNN, signed on December 16, 2015 on the provision of intermediary payment services Shopee pay Bringing customers convenience and safety; save time working, moving; Easily make payments, transfer and receive money Absolutely secure personal transaction information, simplify the You may lose your account if you reveal your information The legal corridor of the current e-wallet application has not been officially approved yet, to better understand, there is currently no authority to ensure the safety of users' assets when in dispute always tries to bring the best experience to users with the mission of improving the quality of modern life with cashless payment 4.Banknetvn Vietnam National Financial Switching Joint Stock Company (Banknetvn) was established on July 9, 2004 with the capital contribution of founding shareholders, including leading banks in Vietnam and the Company Data transmission Banknetvn was established with the main goal of building a national financial switching system to connect card payment purchase and payment process Shopee Pay wallet is trusted by many people because of its ability to quickly and easily pay for orders placed at Shopee In addition, Shopeepay regularly sends customers discount vouchers and promotion codes every day Connecting card payment systems in general, ATM/POS systems in particular to Vietnamese banks This connection will create conditions for member banks to be able to expand their service network with reasonable investment, avoiding the duplicative investment of banks in infrastructure and infrastructure nationwide network of terminals Data security also depends on the service provider Besides, putting sensitive data like in this application online also requires appropriate calculations Access speed is slightly affected compared to running on local machine applications systems in general and ATM/POS systems in particular to Vietnamese banks Competitor strength grid Competencies Easy to use Competitor Competitor 2 Competitor Competitor Safe to use Muti-Features 3 4 Strong partner Special feature 3 2 (1 – weak to - strength) 1.4 EFAS(mô thức EFAS (External Factors Analysis Summary) mơ thức tóm tắt phân tích nhân tố bên ngồi nhằm đánh giá tổng hợp mơi trường bên doanh nghiệp.) External factor (1) Weight (2) Rating (3) Weighted score (4)=(2)x(3) Rating rationale Cơ sở xếp hạng Online payment is growing Master plan for ecommerce development for the period 2016-2020 0,15 0,6 more and more people use e-wallets 0,1 0,2 has a lot of growth potential 3:The number of people using smartphones is increasing Threats 0,05 0,15 help momo get closer to users 1: strong intensity of competition in the industry 0,15 0,3 low market share 2.There is no full and official legal corridor yet 0,1 0,3 the law does not intervene in the event of a legal dispute Opportunities 3: The habit of using cash in Vietnam is large 0,2 0,6 Many people still choose to pay by cash 4: Fraud risk in electronic payments 5: has not kept pace with global advances 0,15 0,3 Facing malware, stealing information 0,1 0,2 Older users are limited with technology Total: 1.0 2,65 Nhận xét: Tổng điểm mức độ quan trọng doanh nghiệp 2,65 cho thấy doanh nghiệp phản ứng với yếu tố mơi trường bên ngồi, nói cách khác sức khỏe công ty phản ứng với yếu tố môi trường bên mức Strong intensity of competition in the industry, Fraud risk in electronic payments The habit of using cash in Vietnam is large tác động cần ý công ty xây dựng xây dựng chiến lược kinh doanh tới , công ty né tránh thách thức mức thấp Nhưng bên cạnh cơng ty khai thác tốt u tố Online payment is growing Internal analysis 2.1 Performance analysis Objective are Sale Objective In order to satisfy the needs of using services that bring benefits in terms of time, money, convenience, etc in terms of daily living expenses, Momo has launched many products and services that only need to be approved Mobile customers can use easily and quickly Status and comment Money deposit Pay the bill - Online sales - Collect money for goods and services - Paying commissions and services - Direct interaction with sales agents - Buy Galaxy and BHD movie tickets, air tickets - Buy card codes for mobile networks, cards for services Recharge prepaid phones: - Buy card codes for mobile networks Mobifone, Vinaphone, Viettel, Gmobile, Vietnamobile, - Buy card codes for services: Kaspersky Anti-Virus, BKAV, Profits Quality Cost MoMo was born with the desire to use industry to change the lives of Vietnamese people, as well as bring financial services to users equally at low cost, becoming a useful tool for financial development comprehensive in Vietnam To this, MoMo Wallet aims to reach at least 50% of the population, corresponding to 50 million users MoMo wallet always puts the user at the center of all its activities as well as the development of its products and services, which must be the best and consistent experience from start to finish With a user base of over 25 million people, MoMo is the most widely recognized e-wallet (94% of respondents know MoMo), and has the largest number of regular users (61%) - For service providers: Save a huge amount of costs and reduce the risks in cash collection with traditional fee collection channels - For consumers: You can instantly pay all your postpaid bills through your mobile phone or the Internet No need to waste time and effort going to traditional toll * Money transfer service: allows intraprovincial and inter-provincial money transfers, the maximum amount of flexible transfer is 5,000,000 VND/day If there is any problem, MoMo guarantees to refund 100% of the money to you * Pay bills and services: just enter the invoice code and the amount to be paid into your mobile phone and you're done MoMo is completely free for these payments 10 MoMo wallet continuously updates and adds interactive methods, scoring system after each transaction as well as after each customer care support via email, phone channels This e-wallet also coordinates cooperate with partners to continuously improve service quality to bring customers a smooth, convenient and safe experience collection points New products - * Recharge to prepaid mobile phones of networks: with this service, you will completely forget about buying a phone card, but instead operate right on your mobile phone You only need 30 seconds and immediately receive a 5% discount on the face value of the top-up card Direct shopping/selling Direct interaction with sales agents Customer satisfaction Customer satisfaction is the highest indicator that MoMo pursues Every user experience on MoMo Wallet will become fun and interesting Not only helping users pay or buy goods, MoMo wants users to feel cared for and understood when using MoMo Wallet Therefore, focusing on building a seamless customer experience will be a key goal Competitive advantage - E-wallets support fast, convenient payments and protect you from online fraud risks - Payment on hold: the Seller 11 Consumers can shop and use services that save costs, time and effort but are extremely safe, without having to disclose information related to bank accounts and credit card numbers for customers those websites every time you shop Momo cooperates with many banks, allowing owners to deposit money into or withdraw money from the Wallet to a bank account via Internet Banking or other transaction channels MoMo is the first e-wallet in Vietnam to enter the top 10 brands with the Best Customer Experience announced by KPMG in October This year's survey by KPMG on Customer Experience Excellence (CEE) expands to 27 more countries, of which the first is in Vietnam - When coordinating with banks, MoMo allows customers to directly go to transaction points to send or receive money without having an e-wallet account This is the only e-wallet only receives money when the Buyer has received the goods according to the description - Transaction insurance: the ability to be compensated up to 100% of losses in case of fraud - Security of bank account information, when paying, you not have to enter your international payment card number because it was provided to Momo when registering for an account application in Vietnam that allows external cash withdrawals - As the first and only Mobile payment application in Vietnam using One touch payment technology on smartphones, the payment is extremely fast, convenient, and highly secure 2.2 IFAS Internal factor Wide network coverage, easy payment Weight Rating 0,15 Weighted score Strength 0,6 Rating rationale MoMo currently links directly with 38 banks and has built its own ecosystem with more than 8,000 agents, 10,000 business partners and more than 110,000 MoMo payment acceptance points across the country Prioritize safety, savings and convenience Highly trusted by 0,2 0.6 0,15 0.6 MoMo e-wallet on the orientation of becoming a "super app", meeting all the needs of customers 24/7 Has PCI DSS (Payment Card Industry Data Security Standard) international security certificate MoMo deploys a cashback feature to save up to 30% for all customers, helping MoMo users to 12 customers, has have the experience of paying with e-wallets receiving cashback when shopping at supermarkets and convenience stores advantages in customers' psychology and service habits in money transfer Weakness Hard to find withdrawal points 0,2 0,4 If you want to withdraw cash you will have to go to the deposit/withdrawal points of Momo wallet which are not as popular as ATMs 2.The withdrawal fee is quite high 0,2 0,6 If you withdraw cash from your bank account, it only takes about 1100 VND, but when you withdraw cash from Momo e-wallet, you can incur a fee of up to 35,000 VND You will also be charged a fee when withdrawing money from your wallet to your bank account but from the 4th time onwards 3.Discount when buying low phone card 0,1 0,3 When buying a phone card at Momo wallet, you will receive a discount of 2%-5% This discount is quite low compared to some other e-wallets such as Zalopay (3.2%-6.8%), VTC Pay (4.4%9%) Total 3,1 Nhận xét: Tổng điểm mức độ quan trọng doanh nghiệp 3,1 cho thấy doanh nghiệp phản ứng tốt với yếu tố môi trường bên doanh nghiệp Prioritize safety savings and convenience, Hard to find 13 withdrawal points The withdrawal fee is quite high yếu tố cần ý công ty xây dựng xây dựng chiến lược công ty tới, yếu tố Prioritize safety, savings and convenience công ty khai thác mức cịn khai thác tiếp, Hard to find withdrawal points The withdrawal fee is quite high né trách mức mức trung bình doanh nghiệp nên ý để xây dựng cho chiến lược tới Strategy description Description Name of strategy Momo has successfully applied the Referral Marketing strategy This is a form of service promotion through the form of user referrals That is, each person who can successfully introduce others to using a momo wallet will enjoy some incentives when paying on the wallet This form has invisibly stimulated users without the need for any other form of promotional communication Objective - Raise awareness about momo on a large scale, and at the same time promote changing user habits, encouraging the use of electronic payments when shopping, including MoMo wallet - Help develop new features based on user needs and feedback - Building a financial service provider network with tens of thousands of transaction points nationwide to increase sales and find new customers The company is a pioneer in the field of mobile payments with a mission to use technology to provide equal opportunities for all Vietnamese people to access financial products and services MoMo is the leading company in Vietnam in providing mobile e-wallet application services, over-the-counter (OTC) money transfer services, and payment platforms (payment platforms) Through strategic cooperation with banks and financial institutions Value positioning Competenci es and resources -The company is a pioneer in the field of mobile payments with a mission to use technology to provide equal opportunities for all Vietnamese people to access financial products and services - Momo's most important resource is young human resources in the field of information technology The company not only attracts local talent, but also looks for talents from abroad who 14 Market/ Product Momo targets the market of consumers who are both urban and rural consumers Those who want to pay money mainly via card to save time, have an income of million VND or more, have a higher education level and have the ability to use a Smartphone And another market is to have business partners spread across all fields: electricity, telecommunications, mobile, television, personal finance, banking, goods no, entertainment, games… Products for customers using the app: -Payment service -Receipt of money -Withdraw and top up share the same orientation in developing technology applications to improve the lives of Vietnamese people Creating a Vietnamese technology company, MoMo was built from the efforts and wisdom of Vietnamese people Competitive advantage -Is the first and only Mobile payment application in Vietnam using One touch payment technology on smartphones, which means paying with just one touch -The application is certified with CPI DSS security- 2-factor security, users must remember one factor and use one factor by the main things that belong to them- this authentication method is also recognized by the big guys on the internet worlds like Apple, Amazon or Microsoft use for security -Is the only e-wallet application in Vietnam that allows external cash withdrawal 15 the wallet Products for cooperative enterprises: - Collect money for goods and services - Paying commissions and services Core product -Payment service -Receipt of money