ĐẠI HỌC QUOC GIA HÀ NỘI TRUONG QUAN TRI VÀ KINH DOANHNGO ĐĂNG QUYEN BUILDING BUSINESS STRATEGY FOR LAM TUNG CONSTRUCTION INVESTMENT AND CONSULTANCY JOINT STOCK COMPANY LUẬN VAN THAC SĨ Q
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This research is dedicated to all people who are directly or indirectly supporting me to successfully complete this work I would like to take this opportunity to extend my sincere thanks to Vietnam National University, Hanoi/Hanoi School of Business and Management (HSB) for their perfect and successful organization of this post graduate course My great thank also convey to the professors and all administrative staff of HSB for their valuable lectures and generous support during the course.
I am grateful to Dr Nguyen Quynh Huy for his valuable guidance from the beginning to the end of this work Finally, I am especially thankful for the love, encouragement, support and patience of my partner throughout the research and writing process. il
ACKNOWLEDGEMENT 0 il [.›)s):6:À 4P.VNI9)HWŒi dd vi
LIST OF TABLES 200 =5 vil IIk09):83/600.4 11177 viii
CHAPTER 1: INTRODUCTION - xxx HHHHnHnHHnH gh g g g nnưy 1 1.1 Rationale of the reS€aTC 6 51 23 930991901 01 HH HH HH nh nh nành 1 1.2 Gap of the research cecececcssseseseeesseeeseeceseeesaecesceceseeceaeeesaeceseecnseeeeseeeeaeenses 2 1.3 Research objectives and SCOD€ - 5 5 +1 HH HH ng nh tư 4 1.4 uốn 4
1.5 Contribution of the T€S€aTCH - 5 5s 23 1991 HH ng gu nh nành 5 1.6 Structure of the StUGY 10 5
CHAPTER 2: THEORETICAL FRAMEWORK OF THE RESEARCH 6
2.1 BUSINESS SfTAf€ĐV 2Q LH HH HH HH HH kh 6 2.1.1 Definition and levels of S{TAf€ỉV HH HH nh Hy 6 2.1.2 Types of business SfTAf€1S, óc HH HH HH TH HH HH 9 2.1.3 Management Of StTAf€ỉ1€S Gv 9 2.1.4 The importance of business SITAfCV - - 2c 119v vn rey 11 2.1.5 The Strategy-Formulation Analytical Framework for Lam Tung company 11
2.2.1 External macro-envirOnMent ecccesseceeseeesecececeeeeeeeaeceeeseeeaeeecesseeeeeeaeeees 12 2.2.2 Sector environment ÍaCẨOTS s3 1H HH nh rưy 14
2.2.3 Internal e'iVITOIIN€TI - -ó- 5 5 30 919 9 ng ng nh ng hệt 15 2.3 The framework for Lam Tung Company’s SWOT analysIs 17
2.3.1 SWOT Íram€WOTK - Ác SH HH TH HH HH HH 17 2.3.2 Strategy building DTOC€SS - c1 11191111911 9 Họ ng ng kg rry 18 2.3.3 The decision in 19
2.4 Data sources and collecting (Ìafa - - 5 2s + kg nh ng ng rư 21
CHAPTER 3: ANALYSING CURRENT BUSINESS STRATEGY AND CONTEXTS FOR LAM TUNG CONSTRUCTION INVESTMENT AND CONSULTING JOINT STOCK COMPANYY LH HH Hiện 22
3.1 The introduction of Lam Tung’s current business strafegy 22
3.2 Analysis of external contexts (the context driven strategy formulation) 23
3.2.1 Analyzing the Macro ©fIVITOTITIIH - 5 (G5 1 2311991113 11 91 1x nrưn 23
3.3.3 Level of COITD€fI{IOII ese csecseeteesececeeeseeseesecseeseesessesseseeseseaeeaeeaeeaes 32 3.4 Analyze the internal enVITOTIN€TE - 5 5 25 3313k **VE+EESeerrreeekrererrke 32 3.4.1 Product and service OTI€TI{AfẽOHN - 4G s13 31 vn ng ngư 32 3.4.2 Marketing strategy - - ch TH HH HH, 33 3.4.3 Human T€SOUTCGS - ôG119 TH HH HH Hệ 34 3.4.4 an 35
CHAPTER 4: BUILDING A BUSINESS STRATEGY FOR LAM TUNG
CONSTRUCTION INVESTMENT AND CONSULTING JOINT STOCK
4.1 Development OTI€TIfAfIOTI - - c1 1921118931131 9111 11 11 vn vn rưy 41 4.1.1 Business prospects in the COMING D€TIOC - - - + *+E+skEsesseessesee 41 4.1.2 Strategic vision and ỉOaèS