analysis the leadership style of ceo mai kieu lien chairman of the board of directors cum general director of vinamilk

Mai Kieu Lien - Chairman and CEO of Vinamilk, is the first Vietnamese woman to be included in the list of 50 most powerful businesswomen in Asia by Forbes magazine.. From there, | analyz

VIET NAM NATION UNIVERSITY UNIVERSITY OF ECONOMICS AND LAW

Major: Public Economics and Management

LEADERSHIP FINAL

ANALYSIS THE LEADERSHIP STYLE OF CEO MAI KIEU LIEN - CHAIRMAN OF THE BOARD OF DIRECTORS CUM GENERAL

DIRECTOR OF VINAMILK

Intructor: T.S Trinh Hoang Hong Hue

Student name: Nguyen Ngoc Kim Ngan

ID Student: K194030366

HO CHI MINH - 2022

TABLE OF CONTENTS

INDUCTION 1 Chapter 1 INTRODUCTION ABOUT CEO MAT KIEU LIEN 2 Chapter 2 LEADERSHIP STYLE OF CEO MAI KTIEU LIEN 4

2.1 Excellent leadership sfyÏÌe - Q02 1020111211 11211 111111111 15111 1111111111111 k thời 4 2.2 Transparency and Honesty 2L 2.00201022011201 112111211111 15111 111111111 155111 k chay 4 2.3 Competition based on quaÌIfy c1 2.12201112111211 1211 1121112211 18111 10111118111 ra 5 2.4 Female senerals hate meetings - 5: 22 222122011123 11323 1151111511 1551 1115581111 re, 6 2.5 Leadership creates trUst - 2 201120111201 13211121 11121115211 151 1111111111111 H1 key 6 2.6 Collective strensth towards commmon 1ifef€Sfs - - 2 2 2211222222212 1122 21x22 7

CONCLUSION 10

INDUCTION

Entering the 21st century, the world has brought with it many great global changes Only in the last two decades of the twentieth century, mankind has witnessed the rapid development of information technology, a revolution in biological engineering and especially changes in human-human relations Since then, the role of the human being is emphasized more than ever

In the new global context, Vietnam 1s in need of integration, which has set basic requirements for changes in technique, technology, training and thinking in leadership and management The good leaders-managers of the future must have a more realistic view of their value to the organizations they manage They will have to make the most

of the human resources (i.e capacity, intelligence, enthusiasm, etc.) around them To achieve that, the leader-manager must have in his hand an important weapon, which is leadership style Reasonable leadership style is a style in which the leader can both meet the different needs of employees and promote individual and collective strength 1n the organization

Mai Kieu Lien - Chairman and CEO of Vinamilk, is the first Vietnamese woman

to be included in the list of 50 most powerful businesswomen in Asia by Forbes magazine With excellent leadership ability, a talented leader with both Tam and Tam, she has led Vinamilk from the early days of establishment to the success it is today From there, | analyzed the topic "Analysis the leadership style of CEO Mai Kieu Lien

- Chairman of the Board of Directors cum General Director of Vinamilk”

Chapter 1 INTRODUCTION ABOUT CEO MAI KIEU LIEN Mai Kieu Lien - Chairman and CEO of Vinamilk, is the first Vietnamese woman

to be included in the list of 50 most powerful businesswomen in Asia by Forbes magazine Ms Mai Kieu Lien was born in France and graduated as an engineer in dairy processing in Russia

In 1976, after graduating, Ms Mai Kieu Lien did not stay in her native country to work but returned to Vietnam to become a female engineer in the Southern Milk and Coffee Company - the predecessor of Vinamilk With her intelligent and inquisitive nature, she knew how to effectively apply the knowledge she had learned with her own creativity From the position of an engineer, she was gradually assigned to the position of Shift Head, then Deputy Technical Director, Deputy General Director and Chairman of the Board of Directors after this state-owned enterprise was equitized

In the position of head, Ms Mai Kieu Lien has brought Vinamilk from a difficult unit to an enterprise with annual sales of nearly 1 billion USD Forbes magazine praised her as a dynamic female CEO who has helped make Vinamilk one of the key businesses of Vietnam's economy and is respected throughout Asia Not long ago, Vinamilk also entered the list of 200 best enterprises in Asia - Pacific region, also voted by Forbes With this award, Ms Kieu Lien is the only representative of Vietnam that is able to compete with female leaders of large corporations such as HSBC, Singapore Telecom, Temasek, Morgan Stanley, Hyundai, Nomura, JP Morgans, Horizons Ventures

The working motto of businesswoman Mai Kieu Lien 1s to always work hard with the highest intensity, plus constant creativity, dare to think, dare to do She doesn't like repetition or going in a rut Thanks to that, she controlled Vinamilk to become one of 15 enterprises with a profit of over 1,000 billion dong on the stock exchange

Not only that, the female director always upholds humanity in business She does not want to fire low-qualified employees, on the contrary is willing to train until they become skilled

As a woman, wife, mother, and at the same time holding an important position at

a large enterprise, Ms Mai Kieu Lien herself admits that she has no special secret Her

secret is simply always creating collective strength, solidarity and creativity towards the common good However, the detail, meticulousness and foresight of a responsible woman also helps her to fulfill the role of a "conductor" in Vinamilk's "orchestra" of 4,000 people But above all, she is always mentally prepared and responsible for risks that can happen at any time for a large enterprise in difficult economic times Her point of view "There is nothing that cannot be done Each time has different difficulties, but if we work together, knowing how to stimulate each person's creativity will overcome all obstacles"

Chapter 2, LEADERSHIP STYLE OF CEO MAI KIEU LIEN

2.1, Excellent leadership style

Under fierce competitive pressure from the world's "big-name" food groups as well as the rise of domestic companies, Vinamilk has still made strong breakthroughs

in the past 3 years to continue to hold its position as the number one food company in Vietnam Among private enterprises, Vinamilk has continuously been in the top 5 enterprises with the largest revenue since 2008 until now

One of Vinamilk's success stories during its development is that the company has been fortunate to have leaders with a heart, vision and excellent leadership skills The most typical of them is Ms Mai Kieu Lien - CEO of the company since 1992 - who was named the chief architect for the achievements that Vinamilk has achieved since the renovation period

She herself is an expert in the dairy, food and beverage industries with a creative leadership style, always looking for innovations and improvements in management as well as being very consistent, daring and ethical virtue and most importantly, humility Under her leadership, Vinamilk has always been creative, breakthrough in business and fair competition with the world's leading dairy brands present in the Vietnamese market such as Abbott, Mead Johnson, or Dutch Lady (Friesland Campina) Currently, despite fierce competition in the market, Vinamilk is still leading with an estimated market share of 50% of all dairy and dairy products

2.2 Transparency and Honesty

For the first time, a Vietnamese enterprise was selected in the list of 200 excellent Asian enterprises in 2010 by Forbes magazine Vinamilk has achieved the success It is today thanks to its ingenious leadership, as well as the company's principle of transparency and honesty This has been the principle of Vinamilk for decades Not only about information, but also in the conduct and behavior of leaders as well as all employees in the company, the criterion of honesty is a very important criterion When | evaluate myself and honestly comment on myself, everything is clear and transparent Where am I standing, where are my shortcomings, what are the advantages, where are good, what needs to be improved are all clearly shown It is from the honest data and information listed on the stock exchange that we have

operated and improved ourselves to help the company grow If the data and information are not correct, it will be very unclear, not knowing exactly about all issues Unclear information means that the business is on the verge of danger Since Vinamilk was listed on the stock exchange, it has become a public company All the information everyone knows and is very interested in The company's shareholders are very interested in production and business activities, so Vinamilk also receives a lot of contributions from shareholders via email, letter or in the general meeting of shareholders They contributed a lot of ideas, asked a lot, and it was Vinamilk's responsibility to answer those questions Questions must also be answered and they also offer a plan Good strategies are applied by the company, but what they do not understand must be answered and explained When it became a public company, the company was managed by a lot of people, so the company's governance was improved day by day In order to have a plan, there must be market research data based on population, income level, trends, consumer preferences, etc All the above data must be purchased from independent companies , specialized, on the basis of which the company will make a plan That plan must change constantly because life also changes constantly, for example, according to the plan, the product will be developed, but after | year that item does not develop according to the plan, it must be changed She also always reminds employees to always control the area they manage There is not a single employee or activity that is beyond the control of the company's system

2.3 Competition based on quality

Vinamilk's quality meets international standards, but the prices are very competitive, and the service style is good To compete in any market, Vinamilk also follows this principle With a charter capital of over 3,500 billion, total assets up to 10,000 billion, if the company does not perform well in production and business, and cannot ensure profits, it will not be able to meet the requirements of shareholders Because of that pressure, the company must make efforts to reduce costs and improve quality by having to produce large quantities, with high labor productivity, the costs will be reduced Before investing in a factory with a capacity of 100 million liters/year, now it must be 500 million, 800 million liters/year, fully automatic

The company came up from two empty hands, the business from a difficult time,

SO must save, not saving can not succeed Since she is a woman, spending is very conscious That's her personal character, maybe people don't know now but gradually will know For example: to prepare for the 30th anniversary of Vinamilk's establishment, instead of hiring the famous band Back Street Boys to perform to promote the brand, the company organized a charity program with a pretty simple hot air balloon everywhere giving charity money to poor children of 30 provinces and cities across the country, both meaning gratitude to consumers for supporting the company, and sharing it with children in difficult circumstances

Quality standards are Vinamilk's strengths and lending criteria Consumers have conditions to test the quality of Vinamilk's products for 35 years In recent milk quality incidents such as poor protein, melamine use Vinamilk was never involved Vinamilk employees all understand that every mistake can be remedied, but making a mistake in quality will bring great risk For the consumer most important is quality, not price They believe that they will use it, the company must prove its honest business, guaranteed quality and very competitive prices If consumers do not support, even in Vietnam Vietnamese brands cannot stand, let alone reach out to the world 2.4 Female generals hate meetings

Vinamilk's solid position today is largely attributed to Ms Mai Kieu Lien, known

as a decisive and forward-thinking woman She made timely decisions such as Investing in raw materials early (early 1990s), restructuring Vinamilk (2003), listing the company on Vietnam stock market (2006), deciding to invest and stop investing in the field of beer and coffee (period 2005-2010) And now she aims to bring the company into the top 50 largest dairy producers in the world in the next 5 years She handles most of her work via email, encourages critical thinking but hates meetings Employees in the company, anyone, if you have any urgent questions, just email, she will reply immediately On average, she recetves 2-3 emails like this a day

2.5 Leadership creates trust

Leaders who want to create trust for employees in the enterprise must have

"heart" and "vision" Businesses that want to gain the trust of customers must ensure

to fulfill their "brand promise" at all times The board of directors, or for some

companies, is the person at the top who is responsible for building their own trust with all employees and shareholders Every action or public statement of a leader must be carefully considered because even a small mistake can lead to unnecessary risks Being the first Vietnamese brand to enter the top 200 best enterprises in Asia voted by Forbes During the melamine crisis, she was the one who stood up to communicate and build confidence for millions of Vietnamese consumers that Vinamilk's products were completely melamine-free When a top-level leader of a prestigious brand personally transmits a message, it will create a strong trust from customers and from there they will trust and continue to support Vinamilk

In branding, customer trust in the brand is built over the years They will go through stages such as Awareness, Association, Trial and Loyalty A brand needs to stay true to its brand personality and communicate that personality consistently from time to time She believes that: With a strategic vision, fair and standard behavior will help build trust for all employees, shareholders and partners as a foundation for the brand to fulfill its "brand promise" with customers If you lose trust internally, you can't build trust from outside customers Her task is to build trust in each employee in the strategy and goals that the company is aiming for so that with that trust, each employee is motivated to create perfect products and services that help improve the reputation of the business

In business as well as in life, the motto "once distrust, ten thousand times distrust" remains the same as a guideline for building the reputation of any business or brand

2.6 Collective strength towards common interests

Mai Kieu Lien was originally from Hau Giang but was born in France People usually have There is always a great mother behind every successful person, but for Mai Kieu Lien, besides the mother behind her, there is also a father who is like a great teacher - who has a profound influence to the next steps of her life Her father, a lover

of children and perhaps also a lover of all Vietnamese children because he is a doctor The way for her to enter the dairy business and production industry, and then live and die with this profession began with her father's concerns

Growing up, having the opportunity to go here and there, she felt pity for the children When she was 17 years old, she was sent by the state to Russia to study and she chose to specialize in dairy processing In 1976, Ms Mai Kieu Lien returned to Vietnam to work for the Southern Coffee Milk Union Enterprise - the predecessor of Vinamilk ever since She started her job as a technology engineer and gradually progressed from shift leader, deputy technical director, deputy general director and general director from 1992 to present Under the leadership of Mrs Vinamilk, it has continuously achieved a steady growth rate of 30% per year for the last 5 years It can

be said that the "Excellent Asian Leader of the Year" award is a worthy reward for the efforts and leadership talents of businesswoman Mai Kieu Lien, because when she took office, the challenge was the industry The world's milk has been saturated, and Vietnam is becoming a potential market for foreign dairy companies If you want to grow, you have to find your own way With the strategy of making products for Vietnamese people, achieving output to get revenue and deploying products, controlling inputs and outputs, saving and lowering prices to dominate the market

By deploying dozens of factories, spreading throughout the country, purchasing cow's milk produced by people, her factories simultaneously emitted smoke and both reached 60% and 100% of output after only 2-3 years come into operation Along with that, more than 200,000 retail points were also gradually built With the attention

of Vietnamese people, first of all, the price is lower but the quality is equal to that of imported products, so Vinamilk's dairy products gradually dominate the market With her ingenious leadership, businesswoman Mai Kieu Lien steered the company through difficult times and helped Vinamilk rise to become a growing company, always moving forward Becoming the trump card turns Vinamilk into one of the key businesses of the Vietnamese economy Ms Mai Kieu Lien not only made great contributions to the company's business development, environmental protection, and social responsibility, but also made efforts to improve corporate governance standards

in Vietnam Vietnam As a woman, wife, mother, and at the same time holding an important position at a large enterprise, Ms Mai Kieu Lien herself admits that she has

no special secret Her secret is stmply always creating collective strength, solidarity and creativity towards the common good However, the detail, meticulousness and