Business strategy for Handee limited company, 2011 - 2015

CAPSTONE PROJECT REPORT BUSINESS STRATEGY FOR HANDEE LIMITED COMPANY, 2011 - 2015 Group No.: 11  LE THAI BINH  NGUYEN THIEU HUONG  NGUYEN HAI NGUYEN  DAO XUAN THO Class: GaMBA01.C0310 Ho Chi Minh City, 2012 GRIGGS UNIVERSITY GLOBAL ADVANCED MASTER OF BUSINESS ADMINISTRATION PROGRAM CAPSTONE PROJECT REPORT BUSINESS STRATEGY FOR HANDEE LIMITED COMPANY, 2011 - 2015 GROUP No.: 11  LE THAI BINH  NGUYEN THIEU HUONG  NGUYEN HAI NGUYEN  DAO XUAN THO Ho Chi Minh City - 2012 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 UNDERTAKING The author group with 04 members hereby undertake that the Graduation Thesis for the program of Master of Business Administration by GRIGGS University is the researching work by our Group We have conducted theory and related data in the Thesis and partly referred from the sources such as textbooks, curriculums, references in Vietnamese and English, as well as from magazines, internet the practical data collected directly in Handee Limited Company, the data of opponent companies are referred from announcements uploading on their websites such as: Nike Golf, Adidas Golf Company, Nguyen Tam fashion (Foci), etc… From these sources of document and basing on the outline approved, the author group has completed this Thesis The solutions of business strategy for Handee Co., Ltd are set forth dependently on literature review as well as intuition and experiences from all members of the Group Also through this Thesis, all members of the author group have accumulated highly evaluable experiences to establish a practical strategy for a company currently and in the future CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 THANKS On the occasion of Graduation Thesis for the training program of Global Advanced Master of Business Administration - Griggs University has been completed after one and a half years of study, the author group sincerely thanks MBA program - GRIGGS University and Handee Limited Company for facilitating us during studying process We are grateful to the Teachers who have wholeheartedly taught and imparted the very precious knowledge to us Also we are thankful to the Teachers who have conducted the author group until completion of this Thesis Additionally, the author group would like to express our gratitude to assistant professors who have given us the kindly supports Thanks a lot to the leadership of Handee Limited Company for the high evaluable data and information for this Thesis Finally, the author group sincerely thanks the Director Boards of the Companies those we are working with and all family members of the author group for creating conditions and times as well as finance so that we can complete this course Please receive from us the deep and sincere thanks The author group CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 CONTENTS FOREWORDS 1 THE REASONS FOR CHOOSING THE THEME OBJECTIVE OF RESEARCH SCOPE OF RESEARCH METHOD OF RESEARCH THE PRACTICAL AND SCIENTIFIC MEANINGS OF THE THEME STRUCTURE OF THESIS Chapter I: LITERATURE REVIEW CONCEPT OF STRATEGY AND STRATEGIC PLANNING 1.1 Concept of strategy 1.2 Strategic management CLASSIFICATION OF BUSINESS STRATEGY 2.1 Levels of strategy 2.2 Types of strategies 2.2.1 Corporate-level strategy 2.2.2 Unit-level business strategy 2.2.3 Functional strategy PROCESS OF STRATEGIC MANAGEMENT 3.1 Process of business strategy planning 3.2 Analysis of environment CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 3.2.1 Analysis of external environment 3.2.2 Analysis of internal environment 3.3 Establishment of business strategy 3.4 Solutions for performing business strategy 3.5 Evaluating the efficiency of business strategy 3.6 Some tools used to evaluate and propose the business strategies 10 3.6.1 External factor evaluation - EFE 10 3.6.2 Internal factor evaluation - IFE 11 3.6.3.Competitive picture matrix (CPM) 12 3.6.4 SWOT matrix 12 3.6.5 Internal - External matrix (IE) 13 3.6.6 Quantitative strategic planning matrix (QSPM) 14 3.6.7 Some experiences for selecting the business strategy 16 TREND OF VIETNAM GOLF SPORT DEVELOPMENT 16 4.1 Trend of golf-court and golfer development 16 4.2 Some contents of current development of Vietnam golf market 17 CONCLUSION OF CHAPTER I… 20 CHAPTER II: ANALYZING THE OPERATION REALITY OF HANDEE CO., LTD 21 INTRODUCTION ABOUT HANDEE CO., LTD 21 1.1 Summary of Handee’s formation and development process 21 1.2 Company’s organizational and managerial diagram 23 1.3 Current clients and partners 25 1.4 Business and production outcomes 25 1.4.1 Working area and main products 25 CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 1.4.2 Revenues of Handee Co., Ltd through the years 26 EXTERNAL ENVIRONMENT 27 2.1 Analysis of macro environment 27 2.1.1 Impact of economic factor 27 2.1.2 Impact of political factor, policy and law 29 2.1.3 Impact of socio - cultural and population factors 29 2.1.4 Impact of natural factor 29 2.1.5 Impact of technical and technological factors 30 2.2 Analysis of micro environment 31 2.2.1 Potential competitors 31 2.2.2 Substitute products 32 2.2.3 Customers 33 2.2.4 Suppliers 34 2.2.5 Competitors within internal trade 35 2.3 Analysis of internal situation of Handee Co., Ltd 37 2.3.1 Financial ability 37 2.3.2 Management of human resources 42 2.3.3 Marketing 44 2.3.4 Product quality 45 2.3.5 Procedure of production and operation 45 2.3.6 Research and development (R&D) 46 2.3.7 Core competitive advantage 48 3- OPTIONAL TOOLS FOR THE COMPANY’S BUSINESS STRATEGY 49 3.1 External factor evaluation matrix (EFE) 49 CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 3.2 Internal factor evaluation matrix (IFE) 50 3.3 Competitive Picture Matrix (CPM) 51 3.4 Internal - External factors matrix (IE) 53 3.5 SWOT matrix 54 3.6 Quantitative strategic planning matrix (QSPM) 57 CONCLUSION OF CHAPTER II 60 CHAPTER III: BUILDING BUSINESS STRATEGY FOR HANDEE CO., LTD UNTIL 2015 61 THE GROUNDS FOR BUILDING THE STRATEGY 61 PREDICTION OF MARKET DEMAND 61 2.1 Demand of Vietnam golf market development 62 2.2 Predicting the revenue from golf garment products of Handee Co., Ltd from now to 2015 62 THE OBJECTIVE OF HANDEE CO., LTD UNTIL 2015 65 BUSINESS STRATEGY FOR HANDEE CO., LTD FROM NOW TO 2015 68 4.1 Concentrated growth strategy towards market development 68 4.2 Concentrated growth strategy towards market penetration 69 4.3 Concentrated growth strategy towards product development 71 4.4 Selection of strategy 72 SOME SOLUTIONS FOR BUSINESS STRATEGY OF HANDEE CO., LTD ….73 5.1 Solutions for human resources 73 5.1.1 Human resource management 73 5.1.2 Administrative organization 75 5.2 Solutions for marketing 75 5.2.1 Building the strategy for products 76 CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 5.2.2 Solutions for products 77 5.3 Solutions for finance 78 5.4 Solutions for building and developing trademark 79 5.5 Solutions for production 81 5.5.1 Solutions for materials 81 5.5.2 Solutions for production 81 5.5.3 Solutions for information management 82 5.6 Solutions for building the company’s culture 83 SOME RECOMMENDATIONS 86 6.1 Recommendations to the internal garment industry of golf products (Vinatex) 86 6.2 Recommendations to the State 86 CONCLUSION OF CHAPTER III 87 CONCLUSION 88 REFERENCES 89 CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 2011-2015 CONTENTS OF FIGURES Figure I.1: Model of comprehensive strategic management Figure I.2: Process of strategic planning Figure I.3: Chart of micro environment (Michael Porter) Figure I.4: External factor matrix 10 Figure I.5: Internal factor matrix 11 Figure I.6: Competitive picture matrix (CPM) 12 Figure I.7: SWOT matrix 13 Figure I.8: Internal - external matrix (IE) 14 Figure I.9: QSPM matrix 15 CAPSTONE PROJECT REPORT GROUP 11 ... 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 201 1- 2015  Other group  Joint Venture  Retrenchment  Divestiture  Liquidation  Mixed strategy 2.2.2 Unit-level business strategy Unit-level business. .. for maintaining Handee? ??s position in the future, and applying the knowledge learned in MSc programs, we chose the research topic of "Business strategy for Handee Limited Company, 201 1- 2015? ?? for. .. 3- OPTIONAL TOOLS FOR THE COMPANY’S BUSINESS STRATEGY 49 3.1 External factor evaluation matrix (EFE) 49 CAPSTONE PROJECT REPORT GROUP 11 BUSINESS STRATEGY FOR HANDEE CO., LTD, 201 1- 2015