Andrews QUniv CTSIty :
G Global Advanced |
Program |
GRIGGS
CONSTONE PROJECT REPORT
DEVELOPMENT STRATEGY
NGUYEN TAT THANH UNIVERSITY IN 2013 — 2023 PERIOD
Group No : 10
Member — : To Hoai Thang Tran Thi Tuyet Anh Ho Thi An
Nguyen Thi Ngoc Minh Duong Minh Khiem
Class : GaMBA01.C0211
Trang 2BỘ GIÁO DỤC VÀ ĐÀO TẠO _ CỘNG HỒ XÃ HỘI CHỦ NGHĨA VIỆT NAM
TRƯỜNG ĐẠI HỌC NGUYEN TAT THANH Độc lập i Tu do - Hanh phúc
Tp Hơ Chí Minh, ngày 1 tháng 11 năm 2012
TO TRINH
(Viv Viet Chién lược phat trién
truong Dai hoc Nguyén Tat Thanh Giai doan 2012 - 2022) Kính trình: Ban Giám Hiệu Trường Đại học Nguyễn Tắt Thành
Được sự quan tâm và tạo điều kiện của Ban Giám Hiệu trong việc tạo điều kiện cho cán
5ộ nhân viên học tập đồng thời thực hiện chủ trương học tập nâng cao nghiệp vụ chuyên mơn lễ tham gia cơng tác tại trường, bản thân tơi cĩ tham gia học Cao học tai dai Griggs Hoa ky
lên kết cùng Đại học Quốc gia Hà Nội tổ chức tại thành phố Hồ Chí Minh và đã hồn thành
chĩa học
Nay với mong muốn mang những kiến thức của mình cống hiến cho sự phát triển của
rường tơi kính xin ban Giám Hiệu xem xét cho tơi thực hiện dé tai nghiên cứu: “Chiến lược ›hát triển Đại học Nguyễn Tất Thành giai đoạn 2012 — 2022.”
Tơi cam kết sẽ hồn thành nhiệm vụ trong thời gian nghiên cứu của mình và tiếp tục
sơng hiến sau khi học xong nhằm đưa ra những cống hiến cho cơng cuộc phát triển nĩi chung
ủa trường
Kính mong Ban Giám hiệu xem xét và phê duyệt Xin chân thành cám ơn!
Duyệt của Ban Giám hiệu _ Kính trình
sư 97 pha
l l 1/1
tự
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Assurance and Acknowledgement!
After a period of research, synthesis and analysis, with the
hard work of each and every member of the team, we have
completed the subject We hereby guarantee that this is our paper
The data published in this paper, which were cited from the
research, and statements from the articles, reports, and researches
of organizations and individuals, are referred and used legally The results presented in this topic are true and never have it been published in any and all the other projects
Our team would like to thank Griggs University, ETC Center — Vietnam National University, Hanoi and the distinguished
professors who are very dedicated, have instructed us Also thank for the support of many of the members of the center during the
Sate
Sn
EEF
learning progress
On behalf of all team’s member, I would like to express my _ deep gratitude to Dr Nguyen Manh Hung, the Principal of Nguyen
| Tat Thanh University, who has allowed us to study and complete
_ the assignment in time Besides, we would like to thank Dr Tran | Ai Cam - Vice Headmaster of Nguyen Tat Thanh University and | MA Pham Van Dat - Vice Headmaster of Nguyen Tat Thanh
| University, our benefactors, for their considerable supports us in
_ researching as well as providing data and information for us to _ complete the subject
Ho Chi Minh City, December 28", 2012
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TABLE OF CONTENTS
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2, (yervew of Newyer LãE THANH WRIVGISY? senmnsrevansiasianinmamenmanonss 21
2.1.1 General Information on Nguyen Tat Thanh UnIVversity: 21 DA Progress of establshinent 20d UOVEIOPMIENE snciancenccecamnecannmnamunniinntas 25
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GiĨc UNIVERSITY
2.1.4 Human resource organization structure of Nguyen Tat Thanh University: 25 2.2 Analysis of the external environment: ee 26 gk AMS EON IO conan imam aaIS 26 foeilal, POUUOAL Bild 1EBAl GIVITOTIORE, sitsisiccscisiccarsunnnnecoarmnn gGbdGooriiettiindBlnborfgisik2d zt Seok ah, Oe NVI ORT ccceaaeeeeeittotii it bippSRiRGiGSAiHGiSiiiSiiäitllngdồlisgostuiuoiggitsgaisdz 29 Puls KIẾP KENL-CHIERTRTCTIEOHTEEHE hemline UI 30
2.2.14 Engineering and technologic science enVirOnMent: cisonmccnonnncmmnmaan 31
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2.2.2 Analysis of educational environment — University level: - 31
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Grice: UNIVERSITY
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Chapter 3: PROPOSE STRATEGIES AND METHODS OF PERFORMANCE IN ORDER TO DEVELOP NGUYEN TAT THANH
UNIVERSITY IN THE PERIOD OF 2013 = 2023 « sisswissiasisseaccivisevisiicanaanvannon 67 3.1 Vision and strategy targets of Nguyen Tat Thanh UniVerSIty: 67 A 67 iN ke: TTI cca assesses i i a tai 67
lige SG KHI THÍ suagguuantieassssroauaoeraidtsdagiiiilaiBiillbssaragiiuooioniiiddSdSSIIĐESGAAG3G005N890NHE 67 3.1.4 Strategy targets of Nguyen Tat Thanh Universtty (2013-2023) 68 3.2 Analyze and choose stratecy through SWOT Matrix? sssscccsciaminevidcnsswannss 68 3.3 (irgee tie Deal SI DRE 0 CSP sceccscrasitnrnvantenitaasiaminncnnnomenanincmneniat 70
3.4 Some methods to implement the chosen business strat€gyV: -.-‹- 76 3.4.1 Strategy targets of Nguyen Tat Thanh University (2013-2023) 76 3.4.2 Some methods to implement the chosen business strategy: - 76 Gai, S018 1TRETHGO EẠ HE EIDT BfDC HƠI sang Gai khung ghatugiưonui60u6358- SGGSSRSSIGIENG 76 Pie DCT ti IỜNE NW TIGITOĂT ngadiàginaaoadsidbissocciodigsliSo2issg:BiS88nlnt03SlDigiiaifigiiáes 78
3.10: 41V |UIf HUY BOUTS NCIS «ssedoadidsdikoadseiogilEissaliatsgiuidDsldaaaueoasase 81
3.4.2.4 Restructure and improve management solutiO'S: - -«<<<<<<<c+ 83 Sa? Pa SONOS scnununenianmnnniiircnsammnsnicmmmnninaneirneemamanaitiil 83 34.2.5 Baroliivent aid Warts SOMOS? ccs aeniaasbndldioioltleadodtsdlellsssiiuosassa,enies 84 3.5 Estimating the success of the strategy adopted by estimated data: 87 Boh TCR, RTS PS ZN OE PII cisesccsssssnscinsc ce tl ee 87 3.5.2 ENS SCHOOL TSS MCrsSSS LOPE! BEF YORE recccsescsnincesnrancnnersmmanaiiainanmsnsiscmamnon 88
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LIST OF PICTURES 1 Figure
Figure 1,1; Comprehensive stratesic management model ccccosseamunconsmas + Figure |.2: Diagram of Operational Strategic Management in Micheal Porter 5
Figure 1.3: Diagram of strategic management level of the company 7
BR EF PE a cers cs ie om 8 Fipgure 1.5 Diagfad macro-environtrenitnl a8H4ÌVSÌS sesesaiiieididakkibaida 9 Figure 1.6: The analysis of the five competitive forces model of M Porter 12
Pigwee 1.72 TG MiGel OF Wainy SENIBĐDL nuoaddnddgidiidadaressisee 17
aS 1 Ee ek Fe escenario el 18
Figure 2.1: Diagram of organization structure of Nguyen Tat Thanh University.25
Figure 2.2; HDI Vietnam = Source Web ðize (OVETHHIENE duekiiiesiensssdoda se 30
Figure 3.1 : Liewo Newyer Tat Tie Wer DỰ doaeeeaddabiidindliliA00i6l-ngg.a.nsana 86
2 Chart:
Chart 2.1 The labor demand by mmdustry period 2012 — 2015 29 Chart 2.2 The demand for professional skills period 2012 — 2015 30
Chart 2.3: Comparison Chart for enrolment norm 1n 2011 and 2012 36
Cha? 5.016 KÙ4HSEN) E9: KHI KHẨỂẨG: quan tua gà tà nnggàgiphidoaviassslecolksRgokiGGDBILSRGHĐ44 80
3 Table:
Table 2.1: Comparison of the number of schools in Ho Chi Minh City in 2012: 36
Table 2.2: Comparison of the amount of training in Ho Chi Minh City in 2011 and SE ctl ie i wae la esac a ee 37
Table 2.3: Statistics and classification of people who enter school official system an PEE tL REINS exe tie uaẽnnnedanoiiinnioiegooaos4l498g00910:t50004G01620/4018800/01008801ấhugorgndtorgasze vị Tđble 2.4: The tumbet of people praduatng SH ceeeveeaadaaddaddodbiabsee Si
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Table 2.9: The statistical of the number staffs, lecturers (the staff) of the school.58
Table 3.1: Statistic table about number of enrolling students at Nguyen Tat Thanh MPR OE Essai i ccc 78
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INTRODUCTION
Reasons for choosing the topic:
Currently, university educational situation in our country still gets a lot of difficulties and the demand of the development of various types of universities 1s
increasingly becoming popular and needs diversifying Some universities, which
have invested improperly for the sake of profit-hunting, forget the quality of education This leads to the fact that it is difficult for society to distinguish between educational investment and educational trade Therefore, in some ways, the pictures of private Universities are not highly appreciated by society
The university-in-business model is a new model of education in the country
So, Investing to develop Nguyen Tat Thanh University in order to ensure not only
quality education in the competition with other universities in our own country and foreign ones in this region but also profits for growth and development the
compulsory mission of the school
Orienting and building strategic vision as well as giving predictions about the business environment of the industry to the Board of Nguyen Tat Thanh University
are an essential tasks currently Recognizing the importance of this topic, our team
decided to choose the theme "Development Strategy of Nguyen Tat Thanh
University 2013 — 2018 period and vison to 2023” as an effort to contribute to the
development of the Nguyen Tat Thanh University particularly, and the development of the country's education generally
Nguyen Tat Thanh University was a small part belongs to the business of the Saigon Textile and Garment Joint Stock Company The Nguyen Tat Thanh University was established in 2002 with it’s precursor had been Nguyen Tat Thanh Technical secondary schools then became Nguyen Tat Thanh College and on April 2011 been upgraded to Nguyen Tat Thanh University following the decision of
Government, purposing to associate four department: School — Businessman —
Resercher - The Manager After more than 10 years of formation and development, Nguyen Tat Thanh University is considered as a private training establishment with the prestige and credibility of the parents as well as students of 63 provinces in the
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whole country who are studying and researching at the school The development of
the school up to now is relatively strong on the general training target compared
with other non - public universities However, if the school does not change their policies on the demands of learners, teachers, and society, the school can not attract the students’ care to join in the school This leads to decrease of the business scope of the school That the reasons why we choose the topic: "Development Strategy of
Nguyen Tat Thanh University 2013 — 2018 period and vison to 2023"
The role of the establishment of development strategy of Nguyen Tat
Thanh University in current period
From the beginning, Nguyen Tat Thanh University has set out their mission is
to train the students who are knowledgeable about various branches such as science, technology, human society; who have the desire to innovate, to think and have creative capacity to participate actively in the process of innovation and creation in life and social activities Proud of the university with the name of “Uncle Ho in youth”, Nguyen Tat Thanh University entered the new millennium with the strategy of university building as creatively innovative orient All members of the university are trained and continuously practiced in a creative and humane environment, with professional skills, capacity to think, capacity to create in detecting and solving problems actively in all activities of the school base on the intelligent information technology infrastructure Aware of the function of
university education in the knowledge economy stage, Nguyen Tat Thanh
University have established the missions, targets, and a new model of University in the early decades of the 21*' century in order to build the resources that satisfy the
growing demand of high quality human resources for our country Nguyen Tat
Thanh University Development Strategy will promote the innovative capacity of human in the university to form the whole strength, carry out the mission of training the new generation of citizens for the era of new knowledge-creation
development wave of human With the enthusiasm of all our staffs, faculties and
students and the boards of the school, we determinate to implement the above
missions
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Objectives of topic
- Analysing factors of external environment which have effects on business branches of the school, then we can recognize opportunities as well as risk that influence the school’s business These can help to determine “something the school should decide to do”
- Analysing factors of internal environment, then we can recognize the strength as well as the weakness that the school is facing These can help to
determine “something the school have ability to do”
Those theories can help the leader board of the school to build The
developmental strategy of Nguyen Tat Thanh University in 2013-2018 period
and the vision for 2023 This strategy would impulse the creative capabilities in the school in order to form the whole power, carry on the mission of training new generations of citizen for the era of creative knowledge — new development of human, make the differences on the position of the school in the relationship with its competitors
With the great self-motivated of the whole staff, lecturers and students as well
as the leader board, the school are determined to carry on all those tasks
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CHAPTER 1: RATIONALE OF BUSINESS STRATEGY DEVELOPMENT
1.1 Definitions:
1.1.1 The theories of strategy:
Strategy management is the impact of management entities on the management
object management regularly, constantly in order to determine the objectives, the way that businesses need to aim at in the future on the basis of the promoting
potential, strengths, minimize weaknesses, taking advantage of opportunities, preventing the risk, making the effort of each person into a common effort of enterprise to achieve business targets set out in the certain environmental
conditions
Management subject: As the leader, with the highest power in the management organization, power associated with their responsibilities that cannot separate
Management objects: those people that under the authority of the management
subject, responsible for carrying out the orders of the management subject They are
properly treated based on the management ability
Management objective subject: Are the objectives related to the process of management, that 1s, your customers, competitors and other environmental impacts
1.1.2 Concept of Strategy:
According to FREDR DAVID, Strategy management is defined as the art and science to establish, to evaluate decisions related lots of functions allowing an organization to achieve many functions
Strategy Management focuses on Mergers, device management, accounting, financial management It is used as a guide for the whole business process of the enterprise
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‘Analyze the external mm! I environment, identify Establish \ - [Establish
| opportunities and long-term | | _— I
fs ‘ 5 risks goals [ | targets |
} i ẻ “| 1 \ Vision, Measure
Mission, Redefine | Distribution and evaluate
Strategic business i of the
Objectives objectives i resources implementat ion of strategy
ĩ I ‘
ae
Analyze internal Select J | 6 environment strategies for | | Ị receiving implementa | a
the tion { | I
strength/weakness , | §
|
Ị | t
Strategic Planning Implementing the strategy rating
| | 4
| [
—+——
Figure 1.1: Comprehensive strategic management model
Source: l'red R David, strategic management concepts
1.1.2.1 Setting the strategy:
The strategy establishment consists of deciding which industries will participate in or leave draw and allocation of resources? They are business development or market expansion and analysis of value to have the basis for decision making
1 1.2.2 Implementing the strategy:
It requires business units to set the annual business goals, employee encouragement policies, resource distribution and orienting marketing
activities preparing the development budgets and use of funds information
systems
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1.1.2.3 Strategic Reviews:
Monitoring the strategic steps to implement the results of activities and
determine the achievements of the individual to which the corrective actions
necessary to decide the best strategy The implementation and evaluation of strategic participation is crucial for the attachment of the necessary changes
1.1.3 The role of business strategy:
Ugandan’s proverb has a parable that 1s usually quoted by strategy experts: "Every morning, antelope wakes up; it knows that it must run faster than the
fastest lion or it will be eaten, and every morning, Lion wakes up, it knows that it must run faster than the slowest antelope or it will starve to death The problem here, not antelope or lion you are, but when the sun rises, you have to run faster "
Development strategy is a plan that an organization choose to compete with other competitors based on sustainable competitive advantage in order to achieve the development target Strategy will determine the direction of a business, tactical efforts will not save a strategic mistake
According to Michael Porter, "If your strategy is like strategy of your opponents, you do not have a strategy If the strategy is different, but very easy to be copied, it's a weak strategy If this strategy is different, unique and hard to be copied, you have a strong and sustainable strategy "
Developing Setting up Building the Enforcing and Evaluating and
the strategic Eguesbft Straits to get running the following,
vision and => ° => the goals strategies repairing and
mission decided => adjusting
Repairing Repairing Improving/ Improving/ Restoring
if needing —Ấ pny \ if needing kế = fy tioslite changing if =e fy changing if ing i LĨ¬- “ 1,2,3,4
needi ng if need
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Figure 1.2: Diagram of Operational Strategic Management in Micheal Porter Source: lectures document’s strategic management — Griggs University
Role of planning: business strategy helps enterprises identify the purpose of
its direction in the future, orient long-term activities, 1s a solid basis for the implementation of the operation, help the administration know, review and have direction for the organization to go in the directions, by methods, and time to achieve results
Role of forecasting: In the trend of globalization, the business environment
always volatile So the analysis of the environmental! and business strategy helps the Administrators realize opportunities, and risks, and clearly see the strengths and weaknesses in their business From that analysis and assessment and prediction of environmental conditions in the future, to make appropriate strategy to take advantage of opportunities, develop their strengths, minimize risk and overcome the weaknesses brought businesses overcome challenges to achieve the intended effect
Controller role: business strategy enables administrators to use and allocate resources appropriately, make the decision in accordance with each of the conditions of the business environment, increasing interconnectedness bundles of HR system, enhance risk prevention, prevent the potential risk to improve the efficiency of business, help business develop sustainable stabile
1.1.4 Mission and strategic objectives:
1.1.4.1 Mission:
The mission of the strategy 1s decisive factor to help achieve certain results serving the needs of benefits for businesses and help the administrators have the development goals and make decisions of the today as a result a tomorrow in which distribution of the benefits of human and financial resources for the future
1.1.4.2 Strategic Objective:
Strategic objective is the milestones, statuses that enterprises want to achieve in the strategic periods We can see that the business strategy of the business is
formed on the balance between the three elements are:
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Strategic targets (represent the desire of business)
Business environment (which represents the external constraints to the enterprise)
The capacity of the enterprise (as the internal constraints)
1.2 Types of business strategy:
In the theories of strategy, strategy to create competitive advantage by
Michael Porter is most accepted In it, he modeled the business industries and that
business is also subject to the impact of competitive forces, including: negotiation
ability of suppliers, risk of replacement, risk from new competitors, the negotiation
ability of customers, and intense of competition in the industry 1.2.1 Company Strategy:
Strategy of a joint-stock company is always available on the following models:
Company CEO ie OCS —— Board of directors
Department A Department B Department C The business unit level
Administrator parts The business The business The business
Functions Functions Functions
Functional levels |
Functional managers 'Sepudfnuit J4 The market B The market C Figure 1.3: Diagram of strategic management level of the company
Source: ‘red R David, strategic managerment concepts
1.2.2 Market Development Strategy:
Today in the market economy, business autonomy is given to the business, the businesses have conditions for their promoting creativity, ability to best satisfy the needs of consumers
Moreover, the Vietnamese economy is in the trend of global integration,
joined the free trade area (AFTA), Asia-Pacific Economic Cooperation (APEC), so
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the business environment has fierce competition Every industry, every business
must find out for them right direction in accordance with the actual requirements and adapt to the market changes Those requirements force every business,
companies to improve themselves to achieve the most effectiveness and can control
their business - production process
Business strategy is a tool that can transform the business objectives intended
to become reality, or adjust the directions of the business in accordance with the volatility of business environment To be active in business, production, capture the needs of consumers, predict and gasp business opportunities in the market just in a moment are enough to change the fate and position of the company, similarly, market development strategy will somewhat actively support for companies to perform their business objectives
1.2.3 Product Development Strategy:
"Never ignore details, even the most trivial details of consumer perception." According to Derek F Abell, we should identify business activities in three ways: Who will be satisfied (Which customer group?)
What will they be satisfied with? (What do customers need?)
How to satisfy customer’s needs (with special skills or abilities?)
* Identify the needs of the market Who use our products? Who decides to buy the
product? The level of market interest which product market to have strategy for product expansion or development
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Who wall be LM as je wail they
satisfied? 3 i Đ i satisfy”? (The
(The group of j \ sinha
customers) ( Keeping the \ customers)
ị š ị
' core intact j
2 f
| ~ ƠNG HT A
waa How ways will the customers satisfy? The capacity causing the
difference)
Figure 1.4 Product strategy Source: Derek I Abell, website
http://ngcenter.wordpress com/2007/12/06/vien-canh-va-su-menh
1.2.4 Joint Venture Strategy:
Identify strengths and weakness and needs of opponents, from which having
specific analysis to turn competitors into partners to develop profit based on basis of ensuring the safety factors and not annexed by the partners
The perfect partnership can both bring business profits and reduce competitors
1.3 Business Strategy Planning:
1.3.1 Analysis of the macro environment:
PEST is a model to study of the impact of the four factors in the macro environment The factors are:
¢ Politics (Political)
¢ Economics (Economics)
* Culture and Society (Socio cultural)
* Technology (Technological)
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Here are four factors that directly affect the economic sectors, these
factors are the external factors of the business and the industry, the industry must suffer its the impact as an objective factor
Eronom erie Socier huge culture echnoloev culture [mpo rt culfure
Figure 1.5: Diagram macro-environmental analysis
Source: Ired R David, strategic managerment concepts
1.3.1.1 Elements of Politics and Law:
+ Stability: The stability 1s considered here is in the conflict factors of politics, foreign affair of legal institutions
+ Tax Policy: Tax Policy for export, import, consumption tax, income tax will affect the revenue and profits of the business
+ Relevant laws: the Law on Investment, business law, labor law, antitrust law,
anti-dumping law, etc
+ Other Policies: The policy of the state will affect the business, it can make profit or challenge such as trade policies, sector development, economic growth, interest rate policy, competitive regulatory policies, consumer protection policy, etc
Development Strategy Nguyen Tat Thanh University in 2013 — 2023 period Page I1
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+ Ability to execute implement the provisions of the organizational structure, the possibility of interference of foreign organizations for legal political system by perticipating in international conventions, bilateral and multilateral agreements ,
ard international organizations such as WTO, IME
1.3.1.2 Economic factors:
Enterprises should pay attention to the economic factors in the short-term, loig-term and the government intervention on the economy
Businesses are usually based on economic factors to decide whether to invest insectors and regions
+ Conditions, the states of the economy: Any economies operate based on cycle At each stage of the economic cycle, businesses will make their own appropriate decisions It reflects the flexibility in business strategy
+ Factors that impact and have large effects on the economy: interest rates, ination
+ Economic policies of the government: basic wage law, economic
development strategies of the government, the preferential policies for the industry: Tex breaks, subsidies Orientation and plans, economic development policy by sector, by region, and plans for 5 years, 10 years and strategic vision
+ Future economic prospects: growth rate, the increase in GDP, the ratio of GDP on investment, foreign investment attraction, openness, economic integration,
the route to cut tax and investment incentives
1.3.1.3 Social-cultural factors:
Each country or territory has its cultural values and specific social factors,
ani these factors are the characteristics of consumers in the area
In addition to cultural characteristics, social characteristics are also attracted
businesses when researching the market; social factors will divide the community ind customer groups, and each group has different characteristics, psychology, and
income
v Average life expectancy, health, nutrition, diet
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v Average income, income distribution
V Style, lifestyle, education, aesthetic perspective, psychological factors Vv Living conditions
v Ethnic groups, gender
Therefore, certain customer segments help businesses with a clearer
perspective in the identification of consumer behavior, and then make
appropriate decisions when selecting the strategic plan 1.3.1.4 Technology factor:
The world is still in the technological revolution; a series of new technologies 1s born and 1s integrated into the products and services
The development in the field of information — technology, communications, and transportation has shortened the geographical distance, transmission facilities; offloaded storage process; reduced the cost of
information communication, storage and transport
¥ Government investment policies; businesses develop transportation
infrastructure, technical infrastructure, research, science and technology applications
Y Speed and cycles of technology, and the rate of technological backwardness ¥ The impact of information technology, and internet on business operation
Y Research and development of new technologies, new materials and
applications in production and business activities
Ability to update and change technology that 1s closer to the environment
1.3.1.5 Analysis of industry environment - five force model of M Porter:
In any professions, every business is subject to competitive pressures in five
aspects Analyzing 5 force model of Michel E Porter helps the strategists analyze
the above forces - the competitive structure of the industry is summarized in the following diagram
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oo GRIGG UNIVERSITY Threat of New Entrants Bargaining | Power of | Suppliers | Competitive _: ‘ Rivalry in an Industry
Figure 1.6: The analysis of the five competitive forces model of M Porter
Source: lectures document's strategic management — Griggs University According to Michael Porter, the intensity of competition in the market in any industry is affected by five competitive forces:
e Supplier’s power
e Risks of replacement
e Barriers to entry
e Customer’s power
e Level of competition
In summary, analysis of the business environment is extremely important to businesses Business environment includes macroeconomic environment and industry environment The goal of the analysis is to identify opportunities and threats, then make rational management decisions
1.3.2 Analysis of the inner elements:
For a comprehensive overview, in addition to analyzing the external environment to help businesses identify opportunities and external threats, strategists need to understand the internal environment to know more about
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themselves This means to know the strengths and weaknesses in its
organization
1.3.2.1 Analysis of the resources:
Analyzing resources shows the reserve of resources, capabilities and
the availability of business property Analysis should take into account
resources such as: @ Financial capacity
Infrastructure
@ Human resources
@ Machinery technology @ Technology
1.3.2.2 Ability to research and development (R & D: Research and Development):
Research and development efforts can help businesses maintain the leading position in the industry or vice versa, making the businesses lagging behind the leading enterprises Therefore, enterprises must constantly change in technological innovation related to technology, products and materials
1.3.2.3 Production Capacity:
Manufacturing is one of the main activities of the enterprise associated with the creation of products, and strongly influences the success of the business The production of relatively high-quality products with a relatively low price will bring many benefits to business because the products are easier to sell, and save financial
resources to create a positive attitude among employees
The content should be noted when analyzing the factors of production are:
the price and the level of supply of materials, inventory turnover levels, the layout of the means of production, performance and cost of the equipment, cost and
technological capabilities compared to the industry and competitors
1.3.2.4 Financial Potential:
Functions of the finance department include the analysis to make plans and supervise the implementation of the financial plan and the financial situation of
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enterprises Financial department has a profound impact across the enterprise When
analyzing the financial and accounting factors, managers should focus on the content: the ability to mobilize short-term and long-term capital: total capital of the
enterprise, flexibility of capital investment structure, utilization of financial
strategies; ability to control reduction of cost; effective accounting system to serve cost planning, financial planning and profit
1.3.2.5 Capability of marketing activities:
Function of the marketing department includes analyzing, planning, implementing and supervising the implementation of the program; maintaining relationships and communicating with customers on the principle of mutual interests Therefore, the general duties of the marketing management are to adjust
the level, duration and nature of the needs 1.4 Strategy tools:
According to Fred R David, important techniques to form a strategy consist of three phases The tools used for this process can be applied to all sizes and types of organizations; it can help managers identify, evaluate and select the strategy; it is expressed through the following stages:
Phase I: Input phase consists of the EFE matrix, the IFE matrix, the competitive image matrix; this stage summarizes basic information that has been inputted and
necessary for the formation of strategy
Phase 2: Combination stage is to choose a possible strategy by sorting and
combining important elements from inside and outside In this stage, we select one
of the matrixes such as SWOT, CG, IE, and SPACE In the subject, the author uses
the SWOT matrix and then combines elements to make the right strategy
Stage 3: Decisive stage includes a technique which uses strategic planning matrix
to quantify QSPM (Quantitative Strategic Planning Matrix); this matrix uses
information inputted in the first phase to evaluate possible strategies which can be selected in the second stage and then choose the appropriate strategy
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Figure 1.7: The model of building strategy Source: Ired R David, strategic managerment concepts
Stage I: this stage entered, includes EFE matrix, the [FE matrix, the matrix image competition, this stage summarizes the basic information which has been entered, requires for the formation of forming strategy
Stage 2: Be called combination stage that is made possible strategy, is chose by sort, combining important internal and external elements In this stage
we select one of the matrixes such as SWOT, CG, IE, and SPACE In this
subject the author only used the SWOT matrix to combine factors to make the appropriate strategy
Stage 3: Stage includes a decision matrix technique that is to use strategic planning ts ability to quantify QSPM (Quantitative Strategic Planning Matrix) These matrices use entered information in the first stage to evaluate feasible strategy can be selected in the second stage to choose the appropriate
strategy
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1.4.1 Matrix evaluating external elements (EFE matrix)
EFE matrix evaluates external factors, synthesize and summarize principal opportunities and risks of the external environment that affect the operation of the
business, and then help enterprise managers assess the extent of the business response to opportunities, risks and make judgments about the external factors
whether it 1s favorable or causes difficulty for the company
1.4.2 Matrix evaluating internal elements (IFE matrix)
Internal factors are considered very important in every business strategy and
objectives set by the business After taking into account internal factors, strategic managers need to set up the matrix of elements to consider the ability to react and recognize strengths and weaknesses Since then businesses take advantage of strengths to exploit and prepare internal resources to confront the weaknesses and
find ways to improve these weaknesses
External influences
ae _ oe xpenience Customer decision
Cc Understanding and recess:
Demographics achievements l
Social status IR icine lì
Group relations Shin man
Family = 2 Finding Information
Market activit , :
oe ahaha Concept and Demand „ 3 Selecting and replacin
‡ life styl ite style = 4 Buying and selecting a
Internal influences agents
Realization oe Expenierce a SBuyi Buying pr ocess
Memory capacity achievements
Personality Emotions Attited
Figure 1.8: Matrix IEF
Source: Documents of lectures Strategic Management - Griggs University
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1.4.3 Photo competitive matrix:
Setting this matrix is to make comparative evaluation of companies with
major competitors of the same industry The comparison is based on the factors
affecting the competitiveness of companies in the industry, then help administrator recognize the strengths and weaknesses of the company with competitors, and
identify competitive advantages of the company and weaknesses needing to be overcome
1.4.4 SWOT matrix:
While PEST ts an analysis tool related to external factors, SWOT analysis focuses on internal changes related to the external factors
SWOT is a very useful tool to help us understand the problem or make decision in the organization, as well as in business management In other words, SWOT is framework which we can review the strategy, determine the position and direction of a company, and analyze business proposals or any ideas relating to the interests of the business Analyzing SWOT is the key of strategic development to clarify the internal strengths of the organization, weaknesses and the opportunities and threats
from the outside
SWOT matrix is used to list all the opportunities, threats, strengths, and
weaknesses within the business according to the appropriate order and location
Based on the relationship between the elements, analyzers will select appropriate
strategic solutions through the combination: strong - opportunities (S_O), strong points - (S_T), weaknesses - threats (W_T), weaknesses - opportunities (W_O)
Depending on the field of business, business executives will use one or more of the SWOT matrix to analyze and select the solution SWOT model usually give four
basic strategic groups:
S_O: The strategy is based on the strengths of the business to exploit external
opportunities
S_T: The strategy is based on the strengths of the business in order to prevent or
limit the risk from outside
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W_O: The strategy reduces internal weakness inside to take advantage of
external opportunities
W_T: The strategy reduces internal weakness inside to prevent or limit the risk
from outside
In the current context of globalization, openness, and economic and cultural
exchanges with other countries are inevitable and risks in the market for small
businesses are not small SWOT analysis will help businesses considers every problem correctly before deciding to enter the international market
1.4.5 Matrix QSPM:
Matrix QSPM is the tool used to quantify the information that has been analyzed in the first phase, and then allow administrators to select the optimal strategy The matrix QSPM by FERD R David is composed of 6 basis steps
CONCLUSION FOR CHAPTER I:
This chapter outlined the concept, the rationale and theory of strategy, content of strategy planning, the tools needed for the analysis, evaluation of factors, environment that plays important role in the development of business strategy
Chapter 2 applies theoretical and practical basis to conduct analysis of business situation and business strategy of Nguyen Tat Thanh University specifically
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Chapter 2: BUSINESS SITUATION ANALYSIS OF NGUYEN TAT THANH UNIVERSITY (NTT)
2.1 Overview of Nguyen Tat Thanh University:
Nguyen Tat Thanh University is a multidisciplinary, multi-professional and multi-level University
Nguyen Tat Thanh University is an enterprise-owned entity, the Saigon Textile and Garment Joint Stock Company Currently, Nguyen Tat Thanh University, by
itself, earns and gains its own income The company had officially stopped business
operation since Nguyen Tat Thanh University was established
The name of the school (as written in the establishment decision): + in Vietnamese: Dai Hoc Nguyễn Tắt Thành
+ in English: Nguyen Tat Thanh University The abbreviated name of the school:
+ Vietnamese: NTT
+ English: NTT
Former name: Nguyen Tat Thanh College
Governing agency: the Ministry of Education and Training + Website: www.ntt.edu.vn
2.1.1 General Information on Nguyen Tat Thanh University:
The school’s training philosophy is: "real study - real practice - real name — real job" This philosophy is aimed at confirming the training quality of the school: the school’s trainees must have sufficient theoretical and practical knowledge which have vitally valuable for the community and the society The school provides not only the knowledge, practical skills for students but also soft skills, behavioral skills, life skills, so after graduating, the students are very
confident, proactive, innovative and have good dilatability
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Due to the above sayings the undergraduates of Nguyen Tat Thanh University are willingly employed by both domestic and foreign enterprises Proportion of employed students is up to 94-95%
The School has head-office at #300A, Nguyen Tat Thanh Street, Ward 13,
District 4, Ho Chi Minh City, and there are also 6 branches over Ho Chi Minh City:
Branch 2: 298A Nguyen Tat Thanh Street, Ward 13, District 4, Ho Chi Minh
City
Branch 3: 27A Nguyen Oanh Street, Ward 17, Go Vap District, Ho Chi Minh
City
Branch 4: 331 Highway 1A, An Phu Dong Ward, District 12, Ho Chi Minh
City
Branch 5: 17/6 Phan Huy Ich Street, Ward 14, Go Vap District, Ho Chi Minh
City
Branch 6: 90/2, Phan Huy Ich Street, Ward 16, Go Vap District, Ho Chi Minh
City
Branch 7: 38 Ton That Thuyet Street, Ward 15, District 4 Ho Chi Minh City
Outlook to 2020, Nguyen Tat Thanh University is about to become one of the fifty top universities in Vietnam The school always aims at guaranteeing "four advantages", wherein, the benefit of students, the benefit of teachers, the benefit of school and the benefit of society To achieve this goal, the school relentlessly improves and innovates the syllabus, applies the advanced and
active teaching methodology; expands the activities scale and invests in building
strong knowledge staffs and modern facilities and materials
2.1.2 Progress of establishment and development:
On August 27", 2001, the Prime Minister signed the decision No 1131/QD
and agreed to turn Sai Gon textile company into a Sai Gon textile joint-stock company Board of Director thought so much to determine the new direction for
company which must ensure employment for staffs, employees and continue to
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maintain traditional land Instead of moving into the real-estate industry,
construction, or exploiting business of condo-apartment whose super-profits,
with the support of the officials and employees in the company, the Board of Director has strongly decided to move towards the field of education and
training
On 23" December 2002, People’s Committee Ho Chi Minh signed Decision
No 5366/QD-UB and allowed to establish the Nguyen Tat Thanh economic and
technical - private professional school owned by the Saigon garment joint - stock company
According to the resolution No 05/2005 the decision of the government on promoting socialization in the areas of education, health, culture and sports, on 05" August 2005, The Ministry of Education & Training has signed the decision No 418 (the decision of Ministry of Education& Training) to establish Nguyen Tat Thanh private economic and technical - professional college
On 01* September 2006 the Ministry of Education and Training has signed Decision No 4815(The decision of Ministry of education & Training) to change the former name into Nguyen Tat Thanh College
On 26" April 2011 the Prime Minister signed Decision no 621 to establish Nguyen Tat Thanh University on the basis of upgrading Nguyen Tat Thanh College
2.1.3 The training lines:
e Year to establish universities (as determined of the establishment): 26" April 2UL I,
e Time to start first training courses of the university level: October 2012 e Time to give the diploma for the first undergraduate courses: year 2016 e Types of schools: non-public
e Training courses include: 13 branches of higher education, 21 branches of college education, 14 branches of professional secondary and 16 branches of practical college Mainly concentrate on 5 branches, include:
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¥ Medicine and Health Y¥ Economics
Y Science Y Technology
Y Social and Languages
e Besides, training institutes and centers as well as schools are the affilicates of
Nguyen Tat Thanh University: Gia Dinh Intermediate School and NTT
International Training Institute
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2.1.4 Human resource organization structure of Nguyen
University: Tat Thanh Pharmacy Nursing — myst Technology L —— Information technology
“gs ARN kT EST SSE
——— Biotechnology in name i ¬-asaamaxsỶẳễ=ễe Chemical food technology —— Organization department Nghi General Admissions counseling administrative department Education
B usiness relation &
student-support center cl inspecting and student - management a Quality examine
and Test center
-
Fashion design Institute
~————
International training Institute
No 02226sseokdadbskoui2
The quality assurance
Political department QS OE iN EER i a AAA Foreign languages = ( “ 4
Accounting and a Science and
auditing technology = —_ LAN department Business he 3 management 1 " = } }
—————————reerassnsmennssoeẢ Financial and
——— a accounting Construction ef department KG Seiiisiasieinmrisiimismnl \ j pores sero Ficanance and ƒ : | banking HÌ Equipment \ » management
iia ¿bit pagk
social demands National defense education center
Learning resource cente
uuauaooaaaeaual
Department Computer center
The information department
and library 4
Training centers for mm
Project board Reception department aaa P7 uovg Archives department Centers
Figure 2.1: Diagram of organization structure of Nguyen Tat Thanh
University Source: Human resource Department of Nguyen Tat Thanh University
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Currently, the school has more than 2,000 personals and lecturers, wherein, more than 62% Professor, Vice Professor, Ph.D and Master, others are Engineering and Bachelor, and more than 26,000 students The school is now training over 40 branches in the fields of Economics, Technology, Science of Health Protection, and
Foreign Languages such as English, Japanese, Chinese, Korean and Social and Humanity Science at various levels of university, college, vocational college,
professional intermediate, inter-learning, and distance learning 2.2 Analysis of the external environment:
2.2.1 Macro Environment:
Nguyen Tat Thanh University is a university operating as a model of non-public university, in which all decisions are at the sole discretion of the Board of Directors
Therefore, any policy from planning to particularly implementing, takes place synchronically, consistently, responsibly and very effectively
The world economy is turned into brain-economy, leading to high demand for knowledged labor especially in the fields of science and technology Therefore, the requirement of researching is to develop new products, new technologies, delivery services and high-quality technologic science is a great opportunity for the university, including scientists, lecturers and students
Integrating into WTO (World trade organization), foreign countries-based schools enter and compete with local ones to lure learners This helps increase the competition amongst schools in study conditions, facilities, educational quality As a result, the quality of education is upgraded, and the value of learners and society also becomes more
Through the analysis of the macro environment we can see that Nguyen Tat Thanh University should have the comparisons and preparations in response to specifically external difficulties as follows:
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2.2.1.1 Political and legal environment:
` Following the decree No 69/2008/ND-CP dated 30” May 2008: Regarding incentives for socialization activities in the field of education, practical training,
health care, culture, sports, environment assigned:
Socialized field includes: education — training, practical training; health care; culture; sport, environment Including the following subjects:
a The non-public departments are established and eligible to operate following the rules of competent state agencies in the field of socialization;
b Organizations and individuals operate under the Enterprise Law having investment projects, joint ventures or establishing entities operating in socialized industries are eligible activities under the provisions of the competent state
agencies;
c The public service institutions carries out the capital contribution, capital mobilization, joint ventures, collaboration to establish the entities whose independent accounting or the enterprise operating in the socialized fields by decision of the competent State agencies
* The tax incentives for the entity implementing the socialization of
education:
a the socialized unit is exempted from any registration fee upon registering of land
use rights, property rights and assets attached to land; waived fees and other charges
related to land use rights and assets attached to land Municipal People's Committee considers and decides to exempt or to reduce infrastructure used fee in accordance with the applicable laws for the socialized entities
b The corporation implementing the socialized project will be offered preferential value-added tax, export tax, import tax under the provisions of the Law on Value Added Tax, the Law on Export and Import Duties and regulations
c Corporate income tax:
‘teas teen at eget oe re renee asa a ZO A A SAAN ARNE A SER HR SRN
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The corporation executes the socialization having income from socialized
activities 1s applied the enterprise’s income tax rate at 10% during operating
duration
The new socialized corporations are established from the effective date of this
Decree shall be exempted from the corporate income tax for four years from arising the taxable income and are decreased by 50% corporate income tax for the next five years
e Drirective 296/CT-TTg issued by the Prime Minister on higher education management innovates period 2010 - 2012
e Circular no 09/2009/TT-BGDDT and official dispatch no 7244/BGDDT-
GDDH issued by Ministry of education & training providing guidelines for the implementation of regulations on publishing outcomes and school fees for students in 2011 - 2012; implementation of the published outcomes of 21 major college, 14 secondary professional training sector; Building experienced teachers source,
improve the management capacity of members by encouraging policies and
stimulation mode for the level improvement
e Law on Higher Education effectively from the date of 1° January 2013 will be
solid legal basis for the state management agencies to fasten the quality of higher education in the coming time Law require all the universities have to announce standards of the output These are steady rulers for the evaluation of educational quality At the same time, the State management offices on education field also play important roles in the task of evaluating the educational quality as right as the rule
e In addition to non-public universities in general and the Nguyen Tat Thanh
University also have difficulties from Circular 57/2011/BGDDT issued on 2™ December 2011 regulating Determine quotas Universities and Colleges and from
20/2012(circular of ministry education & training) dated 06" December 2012 on
amending and supplementing Article 6 of Circular 57/2011 (the ministry education &training) According to Circular 57/2011 of the Ministry of Education & Training
determined the conversion base:
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+ | BA with 20 students: +] master with 25 students;
+1 of 30 doctoral students:
+ | Associate Professor and Professor with 35 students
Lead to difficulties between the learner’s investment which is just a little
whereas the pay is required to be higher that will force educational investors to be
likely to make use of all receivables even in various forms
e Another difficulty is that in some local areas, there are policies in conflict with the spirit of the Decree, with Education Law that cause unnecessary disadvantage
for non-public universities and colleges For instance, in Da Nang, Nam Dinh, there’s a regulation that refuses to hire employees if owning in-service degree or if they are non-public; private undergraduates
e Through such difficulties we can see that Nguyen Tat Thanh University has been dealing with the newly established schools and state-owned public universities At the same time the binding of human resources will lead to a shortage of lectures and increase of the cost for hiring teachers, and that will become a burden for non-public schools in general and the Nguyen Tat Thanh University particularly
2.2.1.2 Economic Environment:
Despite facing the global economic context which have many difficulties and widespread recession but the country’s economy is in the process of economic stability, the country's GDP growth regularly A share of GDP is invested in education The increase of people’s income means the ability to make investment in education also rises Besides, economic development leads to the need to improving knowledge: and changing career also increase on the basis of the society platform
Understanding the importance of education, the government continues to implement the policy of educational socialization The government budget for education-training increases from 15% to 18% per year The schooling facilities of Vietnam are striving to meet national standards in infrastructure to ensure teaching
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and learning quality which are equivalent to other countries in the region Nguyen Tat Thanh University also gradually focuses on investing facilities,
laboratories and young human resources to satisfy the development demands of the
country in general
2.2.1.3 The socio-cultural environment:
The report by the United Nations Development Organization (UNDP) on 0o"
November2012 in Hanoi shows that the human development index (HDI - Human Development Index) of our country in the ranks of Development Programmed
United Nations Development Programmed (UNDP) has increased from 0.651 (Rated 135/187) up 0.782 (Rated 128/187) This index has increased by 11%
conpared with 10 years ago This improves that the society’s awareness has
changed, the need to improve education and learning is increasing That also means the number of people spending for their child to enter universities, colleges are
growing
Figure 2.2: HDI Vietnam
Source Web size Government - http://vanban.chinhphu.vn
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2.2.1.4 Engineering and technologic science environment:
The 21° century is the era of science and creativity Human constantly seeks for
a new creative wave to change engineering and technologic science which serves
people with more and more modern comforts This shows the increasing level of
investment in education to build the technology and the control the society Previously, only the senior and experienced people can do scientific researches, but today scientific research demands are expanded regardless of age and level
2.2.1.5 Natural Environment:
All kind of people and all social classes have demand for learning and improving professional skills So learning and continuous learning is a natural
element for the growing of training educational products and the supply of quality
human resources for society
2.2.1.6 Environment of the population:
Vietnam is a populous country with over 86 million people, including 26 million people aged at 15 to 30 (Le, 2007), and the rate of literacy officially announced in
2006 was 90% (U.S Department of State, 2009) Between the two years 1999 -
2000 and 2004 - 2005, the total number of university students increased 148%
(from 893.754 to 1,319,754 students) (MOET, 2007) It’s this issue that requires the
number of universities, colleges and teachers to increasingly rise Through this, we can know that educational investors, in generally, and the Board of Director of Nguyen Tat Thanh University, in particularly, have taken a right step and direction in its cause of investment whilst the whole country is looking forward to an educational socialization and investment for education
2.2.2 Analysis of educational environment — University level: 2.2.2.1 The risk from new competitors:
Since November 15" 2007, Vietnam officially became the 150" member of
the World Trade Organization (WTO) After entering WTO, the university education in Vietnam has been considerably changed in the private-school area in
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terms of the appearance of fairly many foreign-owned university-facilities and other
oversea associated educational institutions The complexion of competition will be formed and developed University educational market will shift from spontaneity to voluntarily with the strong orientation put by the government to ensure a standardized market
Both the population and the number of school-age people are crowded, so
the university education Is not only a challenge but also a great motivation for the educational sector in Vietnam As for Nguyen Tat Thanh University, the competition with foreign-invested schools, which have a glut of experiences in education, is one of big barriers The market segments will be divided into smaller; this requires the managers and scientific council of Nguyen Tat Thanh University to strive constantly for future development
2.2.2.2 The pressure from the learners and the society:
Ones wishing to come in for the education are increasing gradually An
important problem of today’s higher education is that the majorities of young students wish or intend to enter a university
Firstly, in the era of globalization, the market always changes, the technology innovates too, the requirements for goods production are getting higher and higher, it requires each and every employee the higher level they are, the more updated they need, whose such updates require a very basically solid knowledge
Secondly, today, the characteristics of job market in over the world is continuously changing, a man in his all life often change his jobs several times Therefore, if the workers want to adapt the brain-economy and the society wants to quickly impulse the socio-economic development, the shortest way 1s through the education Therefore, most individuals want to be approached the higher education, and the government couldn’t help taking care of this issue
With the higher education, the beneficiaries are not only the buyers (the students) but also their family and the society by their contributions to increase social labor productivity Therefore, the goods supply, product quality shaping, and