Building business strategy for the confectionery business of Hai Chau Connfectionery Joint Stock Company in 2013-2017

Strategic Management GRIGGS GLOBAL ADVANCED MASTER UNIVERSITY ADMINISTRATION OF BUSINESS PROGRAM CAPSTONE PROJECT REPORT BUILDING BUSINESS STRATEGY THE CONFECTIONERY FOR BUSINESS OF HAI CHAU CONFECTIONERY JOINT STOCK COMPANY IN 2013 - 2017 Group Number: 01 Studeni’s naine: Nguyen Cong Khoa (Group Leader) Luu Quang Khanh Pham Quang Hung Nguyen Van Tien HANOI 2013 CG Global Advanced Master of Business Ady stator | SỐ CONG TY CO PHAN BANH KEO HAI CHAU CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM Độc lập — Tu — Hanh phic kkk Website: www.haichau.com Hà nội, ngày 27 tháng 04 năm 2013 GIAY XÁC NHẬN Kính gửi: - Trường Đại học Quốc gia Hà Nội - Trung tâm Công nghệ Đào tạo Hệ thống việc làm ETC Công ty cỗ phần Bánh kẹo Hải Châu xin xác nhận Thời gian vừa qua, Nhóm 01 lớp GaMBAM0411- Thạc sỹ Quản trị Kinh doanh Quốc tế Trường Đại học Griggs liên kết với Trung tâm Công nghệ Đào tạo Hệ thống việc làm ETC đào tạo gồm thành viên: Nguyễn Công Khoa - Nhóm trưởng Nguyễn Văn Tiến - Thành viên Lưu Quang Khánh Phạm Quang Hưng - Thành viên - Thành viên Đã đến Công ty cổ phần Bánh kẹo Hải Châu nghiên cứu lấy số liệu để làm Đề tài tốt nghiệp thạc sỹ Quản trị Kinh doanh Trung tâm Công nghệ Đào tạo Hệ thống việc làm ETC tổ chức Công ty cỗ phần Bánh kẹo Hải Châu hoan nghênh đánh giá cao tính thời đề tài: “Xáy dựng chiến lược kinh doanh cho ngành hàng bánh kẹo Công ty Cô phân Bánh kẹo Hải Châu giai đoạn 2013 - 2017” Nhóm 01 lớp GaMBAM04II thực Công ty sẵn sàng xem xét, sử dụng kết nghiên cứu Nhóm q trình hoạch định chiến lược phát triển Công ty Công ty xin xác nhận Ơng Nguyễn Văn Tiến —- Phó Vụ trưởng Vụ Tổ chức cán Thanh tra Chính phủ thành viên Nhóm nghiên cứu thực chức Cổ cho Công ty chiến lược Tổ chức Phát triển nguồn nhân lực Vậy Công ty xin xác nhận thông báo để Quý đơn vị biết Nơi nhận: - Nhvkinh gin; Lưu VT ° ASOT “ RNG GIAM DOC z a’ HAI CHAU SOCIALIST REPUBLIC OF VIETNAM CONFECTIONERY JSC Independence - Freedom — Happiness ———— kh» www.haichau.com.vn \ coe Hanoi, April 27°, 2013 CONFIMATION Dear: LETTER - Vietnam National University, Hanoi - Center for Education Technology and Career System Hai Chau Confectionery Joint Stock Company would like to confirm: In recent time, Group of class GaMBA.M0411 - Global Advanced Master of Business Administration of Griggs University linking with Center for Education Technology and Career System institution, including the following members: Nguyen Cong Khoa - Group Leader Luu Quang Khanh - Member Nguyen Van Tien - Member Pham Quang Hung - Member Have studied and collected data of Hai Chau Confectionery Joint Stock Company to make for their capstone project of Master of Business Administration Hai Chau Confectionery Joint Stock Company welcome and appreciate the topicality of the thesis: "Building business strategy for the confectionery industry of Hai Chau Confectionery Joint Stock Company in the period 2013 - 2017" implemented by Group | of class GAMBA.M0411 Our company has willingness to review, use the results of the Group’s study during the company’s planning process of development strategy The company would like to confirm Mr Nguyen Van Tien — A cadre of the Government Inspectorate, a member of Group | is consulting for the company on the strategy of human resource organization and development So Our company would like to make this confirmation for you DIRECTOR NGUYEN DINH KHIEM , Strategic Management ACKNOWLEDGEMENT Dear Protessors! Dear Sir or Madame! Getting your enthusiastic teaching and dedicated guiding, the Members of the Group Nol of the Class GGMBA.M0411 and have studied together, formed the team work completed this important capstone project report We would like to express our sincere thanks to our professors and teachers, and the CEO and Mangement of Hai Chau Confectionery Joint Stock Company for their enthusiastic and effective guidance and support We for us to complete this capstone would also like to commit that this is the capstone published by the Group nN We thank you kindly! CG Global Advanced Master of Susiness Admmistraton studied and firstly ⁄ IRIGC : 3) GRIGC Strategic Management TABLE OF CONTENTS | oe có | Content Page | INTRODUCTION | The necessity of thesis | | | Research purpose | Research methodology Scope of research "5 The structure _ of capstone report "CHAPTER I: THEORETICAL BASIC _ F | 1.1 Introduction to business strategy II | 1.1.1 Concept of business strategy 11 | 1.1.2 Role of business strategy 11 1.13 Types of business strategy 12 _ 1.2 Business strategy formulation process 13 1.21 Defining the business vision, mission, objectives of the enterprise 13 “1.2.2 Analysis of external environment 13 1.2.3 Analysis of internal environment 19 - 1.2.4 Selecting business strategy 21 CHAPTER 25 II: SITUATION ANALYSIS OF THE BUSINESS OF HAI CHAU CONFECTIONERY JOINT STOCK COMPANY | 2.1 Overview of Hai Chau Confectionery Joint Stock Company 25 2.1.1 The process of formation and development 25 2.1.2 Organizational structure 26 2.1.3 Business areas and main products 21 2.1.4 Consumption market 28 213 Business performance 29 "2.2 Analysis of the external environment _ Wo Een ee '