BUILDING BUSINESS DEVELOPMENT STRATEGY OF SONG DA THANG LONG JOINT STOCK COMPANY

THESIS MBA BUILDING BUSINESS DEVELOPMENT STRATEGY OF SONG DA THANG LONG JOINT STOCK COMPANY Group No.: 03 Student’s name: Trinh Thanh Hung Vu Viet Son Cao Tung Lam Le Thi Tuyen Ha Noi, 2010 Acknowledgement First of all, the group of authors would like to express our deep gratitude to: The lecturers of the MBA training program of United State Griggs University - who provide knowledge; Managers and staff of the Centre for Educational Technology and Career Development - Hanoi National University(ETC)-who are enthusiastic and indispensable helpers in the process of learning; The authors would also like to thank the Managers and staff of Song Da – Thang Long Joint Stock Company- who are main supporters in the process of studying about the situation of the enterprise and create the opportunity, finance, provide the support of time so that members of the group can join and complete the training course Finally, we would like to send the most sincere thanks to families, colleagues and classmates -who are the solid basis of spirit for members of the group during the participation of Griggs University MBA program and the process of completing major assignment Capstone Project "Building business development strategy of Song Da – Thang Long Joint Stock Company for the period 2010-2015" We also wish to thank all the Lecturers and Administrative staff of Grigg University, Global Advanced Master of Business Administration Program for assistance and kindness throughout the process of MBA program TABLE OF CONTENT No Page Chapter I 1.1 INTRODUCTION The reason for topic selection Purposes and scope of the study Conducted methods Exercise’s structure THEORY BASIS OVERVIEW OF STRATEGY AND STRATEGIC 1 2-3 3-4 5 1.1.1 1.1.2 MANAGEMENT Concept of strategy and strategic management Role and significance of strategy and strategic 5-6 6-8 1.2 1.2.1 1.2.2 1.2.2.1 1.2.2.2 1.2.3 1.3 management CONTENT OF STRATEGIC MANAGEMENT The enterprise’s vision and mission determination External environment analysis Macro-environment analysis Environmental analysis of industry Internal environment analysis STRATEGY CONSTRUCTION, SELECTION AND IMPLEMENTATION 1.3.1 Information collection and systematization phase 1.3.1.1 EFE matrix 1.3.1.2 Competitive profile matrix 1.3.1.3 IFE matrix 1.3.2 Co-ordination phase 1.3.2.1 SWOT matrix 1.3.2.2 SPACE matrix 1.3.2.3 Grand strategy matrix 1.3.3 Decision phase 1.4 CHAPTER CONCLUSION CHAPTER ANALYSING CURRENT SITUATION AND II 8-9 9-10 10 10-12 12-13 14 14-15 15 15 16 16 17 17 17-19 19 19-20 20 21 MAKING BUSINESS DEVELOPMENT STRATEGY FOR SONG ĐA - THANG LONG JOINT STOCK 2.1 COMPANY IN 2010 – 2015 PERIOD OVERVIEW OF SONG DA–THANG LONG JOINT STOCK COMPANY 21 2.1.1 2.1.2 2.1.3 The company’s formation and development history Major information of the company The company’s organizational structure and management 21-22 22-23 24-25 2.1.4 2.1.5 2.1.6 2.2 2.2.1 2.2.1.1 2.2.1.2 2.2.1.3 2.2.1.4 2.2.1.5 2.2.2 2.2.2.1 2.2.2.2 2.2.2.3 2.2.2.4 2.2.2.5 2.2.2.6 2.2.3 machinery The company’s human resource structure Operating result form 2007 to 2009 Mission and vision confirm EXTERNAL ENVIRONMENT ANALYSIS Macro-environmental analysis Political environment: (P) Economic environment: (E) Cultural and social environment: (S) Technological environment: (T) Globalization trend Analysis of industry environment The potential competitors The current competitors The customer’s power The supplier’s power Substitution product The industry’s development prospect Evaluating opportunities and challenges of Song Da – 25-26 27 27-28 28 28 28-29 29-30 31-32 32 32-33 33 34 34-35 35 36 36 36-39 39 2.2.3.1 2.2.3.2 2.2.3.3 Thang Long Opportunities and opportunity ranking Challenges and challenge ranking External factor evaluation (EFE) matrix of Song Da – 39-41 41-44 44-45 2.2.3.4 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.3.7 2.3.7.1 2.3.7.2 2.3.8 Thang Long Competitive profile matrix of Song Da – Thang Long INTERNAL ENVIRONMENT ANALYSIS The company’s strengthes Equipment resource, infrastructure The company’s position in industry Technological level Main material management Production cost management The status of product/service quality control Applying quality control system Quality control work The quality of big works which have been constructed by 45-48 49 49-53 53-56 56-57 57-58 58-60 61-63 63 64 65-66 66-68 2.3.9 the company Trademarks, patent and copyright 69-70 2.3.10 Synthesis of SONG DA - THANG LONG internal 2.3.11 environment analysis Internal factor evaluation (IFE) matrix of Song Da – 2.4 Thang Long MAKING PRODUCTION AND BUSINESS 70 70-71 72 STRATEGIES AND SELLECTING THE OPTIMUM 2.4.1 2.4.2 STRATEGY FOR SONG DA – THANG LONG SWOT synthesis matrix The optimum strategy selection for Song Da – Thang Long CHAPTER CONTENTS OF SELECTED STRATEGIES 72-75 76-78 79 III STRATEGIC SOLUTIONS AND PLANS OF 3.1 3.1.1 3.1.1.1 3.1.1.2 3.1.2 3.1.3 3.2 IMPLEMENTATION COST-LEADERSHIP STRATEGY The content of strategy Short-term goals by 2015 Long-term goals Strategic solution Plans of implementation STRATEGY FOCUSING ON EXPLOITING 79 79 79-82 83 83-85 85-87 88 3.2.1 3.2.1.1 3.2.1.2 3.2.2 3.2.3 3.3 STRATEGIC CUSTOMERS The content of strategy Short-term goals by 2015 Long-term goals Strategic solution Plans of implementation SOME PETITIONS TO ORGANIZE AND 88 88-90 90-91 91-92 92-94 95-96 3.4 IMPLEMENT STRATEGIES SUCCESSFULLY SHORTCOMINGS OF THE BIG EXERCISE CONCLUSION REFERENCES 96 97-98 99 LIST OF ABBREVIATIONS In this document, abbreviations are understood as follows: SONG DA – THANG LONG HBC Song Da – Thang Long Joint Stock Company Hoa Binh Real Estate Construction and Trading Joint NTL SJS Stock Company Tu Liem Urban Development Joint Stock Company Song Da Urban and Industrial Zone Investment Joint IFE EFE Stock Company Internal Factor Evaluation External Factor Evaluation LIST OF FIGURES Figure 1: Figure Figure Figure 2.1 Figure 2 Figure Figure Figure Figure The strategic management process Model of five competitive forces created by M Porter Diagram of main and support activities Song Da – Thang Long’s organizational structure chart The company’s qualification level structure Model of PETS analysis Model of five competitive forces by M.Porter AFAQ Certificantion SWOT matrix for SONG DA - THANG LONG Page 13 14 24 26 28 33 64 74 LIST OF TABLE Page 17 18 19 25 Table 1.1: Table1 2: Table 1.3: Table 2.1: SWOT Matrix SPACE Matrix Grand strategy matrix Human resource situation in the company by December Table 2.2: 31st, 2009 Operating result form 2007 to 2009 of SONG DA - 27 Table 2.3: THANG LONG Forecasted GDP growth rate of regions and countries in 30 Table 2.4: 2009 and 2010 compared to the one in recent years Evaluating the impact of opportunities for SONG DA - 40 Table 2.5: THANG LONG Impact assessment of challenge to SONG DA - THANG 42 Table 2.6: LONG Summary of opportunities and challenges for SONG DA 43 Table 2.7: Table 2.8: Table 2.9: - THANG LONG Matrix to assess external factors Competitive profile matrix of Song Da – Thang Long The company’s capital and asset status from 2008 to 44 47 50 Table 2.10: 2009 The report of business operating result from 2008 to 52 Table 2.11: Table 2.12: 2009 Song Da – Thang Long’s major equipment resource Some partners normally selected by the Company to 54 58 Table 2.13: Table 2.14: construction the projects List of some main material suppliers of the Company Cost structure of the Company in comparison with other 59 61 Table 2.15: enterprises in the same industry in 2009 Some key works that have been constructed by the 68 Table 2.16: Table 2.17: Company Strengths, weaknesses of SONG DA - THANG LONG Internal factor evaluation (IFE) matrix of Song Da – 71 72 Table 2.18: Thang Long GREAT model selecting optimal strategy SONG DA - 78 THANG LONG Table 3.1: The company’s expected operating result in 20010-2015 82 Table 3.2: period Implementation plans concerning cost-leadership 87 Table 3.3: Table 3.4: strategy The company’s project and total investment The plan on implementation of strategy focusing on 89 94 exploiting strategic customers INSTRODUCTION The reason for topic selection: In the context of globalization and Vietnam’s access to the World Trade Organization in particular, the global economy’s changes will directly effect on Vietnamese economy for sure That is more confirmed after financial crisis happenned in the United States Each case obviously consists of positive and negative aspects, as a result, from this financial crisis, we have condition to review the economy’s strengh as well as weakness thereby find out our appropriate way and create condition for steady development in the future With developing countries, construction industry is always considered as one of the key economic industries playing special important role in economic and social development career, in particular in national industrialization and modernization period With market economy, competitive laws exist at any sector and business line and construction industry is not naturally out of such laws, therefore, organizations have to find out their own way, make detailed and appropriate business strategy to exist and develop steadily The forerunner of Song Da - Thang Long Joint Stock Comany (SONG DA – THANG LONG) is a branch of Song Da Investment and Development Joint Stock Company founded in June, 2005 operating in the field of investment, business and development of housing services, urban areas, medium and small hydroelectric work, civil and industrial work construction and erection and so on In September, 2006 Song Da Investment and Development Joint Stock Company sold this branch to Song Da One Member State-owned Company Limited and became a branch of Song Da One Member State-owned Company Limited at Hanoi On December 5th, 2006 Song Da – Thang Long Joint Stock Company was officially founded under business license no 0103014906 dated December 5th, 2006 by Hanoi Department of Planning and Investment with business line of investing and providing housing services, urban areas; trading medium and small hydroelectric work, constructing civil, industrial, traffic and hydroelectric ect work with registered capital of VND 25.000.000.000 The company repurchased total the brand of Song Da One Member State-owned Company Limited at Hanoi On December 6th, 2006, the company carried out general shareholders meeting and agreed to adopt adjustment on the first registered capital from VND 25 billion to Vnd 40 billion and finished collecting equity share capital before December 20 th, 2006 On December 20th, 2006, it completed capital contribution for company foundation with total quantity of 171 shareholders and total equity capital of Vnd 40 billion As a result, it carried out changing business license of increasing registered capital to Vnd 40 billion (According to business license changed for the first time on September 29th, 2006) With international and national economic changes, the most important matter for SONG DA - THANG LONG now is to plan overall development strategy for all production and business activities aiming at competing and dominating market share against foreign and domestic businesses to meet growth targets in all aspects in 2010-2015 period, creating condition for steady development in the incoming years This is the reason why the group of authors selects the topic “Making development strategy for Song Da – Thang Long Joint Stock Company for the period 2010 – 2015” Purposes and scope of the study: Purposes: Studying the basis of making strategy, procedure of making strategy and the way of making the right choice for optimum strategy aiming at helping SONG DA - THANG LONG to determine its most reasonable production and business strategy in current condition and situation thereby, presenting proposals and solutions aiming at improving process of making production and business strategy appropriate time to sell products in order to bring about significant cash flow and profits and reduce costs in connection with capital mobilization Nevertheless, cost-leadership strategy seems a complicated one because it is also a target other competitors wish to achieve anyway For an appropriate implementation of this strategy, it is required to have a very particular planning 3.1.3/ Plans of implementation: Through all mentioned-above points, Song Da – Thang Long Joint Stock Company needs to work out plans of implementation in accordance with division of work and responsibilities amongst leadership Accordingly, it is necessary to build up detailed plans and define start-up and completion time associated with specific assessments 86 Table 3.2: Implementation plans concerning cost-leadership strategy Solutions - Well execution organizing to create Responsible entities land for - Deputy Expenditure (Million dongs) Assessment norms - Setting norms of sample land site 150 then compare to real one in the From January 2010 execution site To December 2010 General favorable Director in charge of space for materials transportation technical work, into the work site to minimize costs arising Directors Execution term of during affiliates transportation, and avoid risks such as collapsed or broken machinery and materials and minimize occupational accidents - Reducing materials cost of production and execution Deputy General Director in charge of - Setting norms of materials in the 150 work execution - Directors affiliates - Upholding internal force by - Deputy building of utilization of materials - Setting technical 150 initials and inventions emulation technical work Directors up punishment- From January 2010 To June 2010 commendation by-laws in relation to General promoting movements of new Director in charge of in production, especially solutions - Corporation based on State norms, of criteria punishment-commendation and by-laws, From January 2010 putting forward solutions to execution To December 2010 of sliding shuttering, solutions to 87 to execution of complicated works affiliates execution of scaffolding for skylight buildings, and soft constructions materials that shall be submitted to relevant official for consideration - Building up recruitment mechanism - Personel solution: Appropriate - General Director recruitment, salary, organization - Directors affiliates - Sales solution: For architectural - Deputy of Director in charge of - For construction materials Salesmanship Directors - Making payroll for salesmen - Cheking, and arranging labor force - Building up norms of target General products (real estate) - 100 200 customers and markets - Progress rate of money collection of of each type of product affiliates - Solutions to surmount risks in sales 88 From January 2010 To June 2010 From January 2010 To June 2015 3.2 STRATEGY FOCUSING ON EXPLOITING STRATEGIC CUSTOMERS 3.2.1 Content of the strategy: 3.2.1.1 Short-term goals by 2015: It is widely known that products of construction industry are exclusive ones They are characterized by stability and huge values and long-lasting execution period and that purchaser must make payment in advance In the field of engineering execution, customers are Investors – who pay money for execution units that are responsible for carrying out construction works in line with design documents aproved by the Investors Song Da – Thang Long Joint Stock Company defines that its strategic customers are agencies, departments, and divisions in Hanoi and Ho Chi Minh City Having been established since 2007, Song Da – Thang Long Joint Stock Company is under direct management of Song Da Corporation and has close relationship with People’s Committee of former Ha Tay Province Therefore, it has a strong advantage that it is created various favorable conditions and appointed to execute a lot of major projects and works by former Ha Tay Province In terms of real estate investment, Song Da – Thang Long Joint Stock Company should stress on such field in Hanoi and Ho Chi Minh City Based on existing relations, it is strongly advised to invest in construction of new urban areas with large scale for high-income people At the same time, it is necessary to build apartment blocks for people in need of housing Table 3.3: The company’s project and total investment No Project name Van Khe housing area Song Da – Thang Position Scale Value Investor Construction time Commen Completio cement n time time Song Da – Ha Tay Ha Dong 21.9 2,600 m 1,006 Thang 89 Long 419 Song Da – 12/2006 12/2010 04/2008 12/2010 Long City View apartment and office complex Thang City Long building Phong Phu Joint tock Phong Phu Plaze Hue City 10,525 110 m2 company (Song Đa – 1/2007 12/2008 2/2008 2/2010 6/2008 6/2010 4/2008 4/2013 12/2008 12/2011 Thang Long Binh Minh Industrial cluster in the South of 427 road – in the Thanh Oai – Ha Tay Song Da – 61.2 160 Thang Long East of 21B road Song Da Bai Duong high class apartment Nha Trang 2,098 m2 198 building Con Tan Lap urban area Nha Trang Joint Stock Company Song Da Nha Trang 15 639 Nha Trang Joint Stock Company District Nhon Duc urban Nha Be, area HoChiMin m2 Song Da – 26,917 1.500 Long h City Extended Van Khe urban area (U-City) Long City View apartment and Ha Dong – Ha Tay 10.00 9.2 Ha Dong – 4,698.9m Ha Tay Thang Song Da – Thang Long 988 Song Da – Thang 90 office complex Long building 10 11 LED electronic Ha Dong – Screen panel Ha Tay Phu Lam urban Ha Dong – area Ha Tay Tran Xuan Soan 12 apartment building Ho Chi Minh City Song Da – Thang 76.4 m2 1/2008 02/2008 6/2008 6/2012 6/2008 6/2010 Long Song Da – 29.5 5.000 Thang Long Song Da – 5,184 m2 412 Thang Long 3.2.1.2 Long-term goals: In the light of real estate, Song Da – Thang Long Joint Stock Company should take pain to implement comprehensively and closely all projects of new large-sized urban areas in Hanoi and neibouring regions According to data released by Bureau of State Management – Construction Ministry: Over the years, housing area of the whole nation has increased by 700 million m2 As for Hanoi, 500 thousand m2 of housing area is newly- constructed annually, of which the area constructed and upgraded by residents accounts for 75%, whereas construction enterprises only 25% Nevertheless, houses in Hanoi remain unsynchronous, numerous houses are downgraded Apart from this, due to population boom, Hanoi expansion, rapid rate of urbanization, etc, such aforementioned factors will cause housing market in Hanoi more complicated in the time coming Originating from above fact, in the long term, Song Da – Thang Long Joint Stock Company still intend to invest in real estate and focus on strategic customers namely organizations, Departments, Agencies in Hanoi Capital which are in need of offices, buildings and projects of housing, new urban areas in the City In addition, 91 it will focus on upgrading downgraded blocks in accordance with the planning of Hanoi People’s Committee Nevertheless, work execution should be improved in all lights: qualifications, technologies, machinery and equipment, capacity of execution organization, etc 3.2.2 Strategic solutions: To expand and promote the target market, SONG DA - THANG LONG need focus on solving some following problems: - SONG DA - THANG LONG should enlist more attention and direction of Central agencies, especially of City’s Committee, People’s Council, People’s Committee at two big cities as Hanoi and Ho Chi Minh city SONG DA - THANG LONG should also make use of the assistance and advantages created by the departments, sectors, branches, districts to promote effectively all resources, which can be the bases for development - In each strategic couverture, it’s essential for SONG DA - THANG LONG to organize a specialized apparatus that have good profession, master all the provisions and regulations of the State in capital construction investment field SONG DA THANG LONG also need be active in making relationships with agencies to finish procedure and solve any problems; after that assign to the unit members in the company for implementation - SONG DA - THANG LONG need check and consolidate the technical staffs of unit companies, make plans on training, recruiting and building appropriate treatment system in order to attract and encourage staffs to promote their working abilities - It’s essential for SONG DA - THANG LONG to periodically summarize and assess what have been done as well as the problems and difficulties in order to report the Board of management for solving problems together 92 Stratergy evaluation: In the implementation process of strategy, some problems may rise: - The fluctuation of the leaders teams of Central agencies, of the city’s departments and branches, strategies of competitors and emergence of new competitors will be the barriers to the strategy’s implementation process of the Corporation The essential issue is SONG DA - THANG LONG need maintain relationships in the good way, evaluate the impacts and effectiveness gained from that implementation; from that suggest a set of support solutions, adjustment solutions to put the strategy in reality, suggest the adjustments even strategy’s changes if the facts fluctuate and change compared with the initial assessment - EST should carry out the strategic solutions mentioned above in accordance with the directions set up, clearly assign between the person who has responsibility in direct the solution’s implementation and the resource that has duty on carrying out, anticipating the cost for fundamental quantified solutions as well as create bases for quarter and annual evaluation Proposed plans on rolling out some basic solutions to carry out were selected as follows: 3.2.3 Implementation plan: The implementation plan of strategy will be assigned, specifically distributed and it will be defined as solutions of implementation, time of implementation, ending time, implementers and result evaluation finally 93 Table 3.4: The plan on implementation of strategy focusing on exploiting strategic customers Solutions Responsibility Cost Evaluation standards Finishing time (Million dong) SONG DA - THANG LONG should enlist - Chairman of the Board more attention and direction of Central - General Director 200 Evaluated by annual revenue quota agencies, especially of City’s Committee, - Directors of affiliates increasing from People’s Council, People’s Committee at 140% to 160% Frequently two big cities as Hanoi and Ho Chi Minh city SONG DA - THANG LONG should also make use of the assistance and advantages created by the departments, sectors, branches, districts to promote effectively all resources, which can be the bases for development In each stratergic covertures, it’s essential - Deputy general director for SONG DA - THANG LONG to responsible for major organize a specialized apparatus that have projects good profession, master all the provisions - Manager of project - The major projects and 250 constructions in the location From 01/2010 for SONG DA - THANG To 12/2010 LONG increase annually and regulations of the State in capital marketing department - Try to get all major construction investment field SONG DA - - Directors of affiliates projects and constructions in THANG LONG also need be active in Hanoi in 2015 94 making relationships with agencies to finish procedure and solve any problems; after that assign to the unit members in the corporation for implementation SONG DA - THANG LONG need check - Deputy general director and consolidate the technical staffs of unit responsible for technical companies, make recruiting and plans building on -.Technical staffs increase 300 training, standard 1.5 time in 2011 From 01/2010 - The following year, each appropriate - Directors of affiliates year the number increases to treatment system in order to attract and 10% encourage staffs to promote their working - Try to have 95% of the abilities major staffs be loyal to SONG DA - THANG LONG - The evaluation standard is It’s essential for SONG DA - THANG - Deputy general director LONG to periodically summarize and responsible for projects 150 proportion of implemented assess what have been done as well as the projects divide problems and difficulties in order to report projects Try to reach 90% the Board of management for solving and up problems together 95 To 12/2011 the total Periodically time per months 3.3 SOME PETITIONS TO ORGANIZE AND IMPLEMENT STRATEGIES SUCCESSFULLY Strategic goals need high flexibility To implement strategies effectively, it is necessary to have a series of detailed actions which fit in with deadline; especially talent persons are arranged in proper places, from the most powerful leader to the whole staffs are concentric in actions Moreover, activities controlling strategy implementation which are basic to remain strategic schedules to head in the right direction In my opinion, I give out some the petitions following to implement the chosen strategies - Taking determined action, unshakable will, concentric agreement The leaders with themselves ‘ prestige encourage and transmit that determination to the whole staffs in the Company - Coordination in action, all plans, all functions must be mounted closely with the aim at implementing the proposed strategies.Not let the imbalaced situation happens between demand of human resource, equipments, machinery, technology with financial ability of the Company - High concentration on making use of resources, practising thrift, combating waste - Building and completing the system of regulations, statues, organization charter and actions of the Company Regularly updating information, monitoring closely any changes of macro, micro environment, regulations, legal framework of the branch and the government From that, the Company can have timely adjustments to adapt to new environment - People are crucial to the success or failure of the company It’s essential to improve specialized ability, ethics of employees, have proper polycies to keep and attract talents - In the implementation process of strategy from 2010- 2015, the company will meet many difficulities from environment, global and regional economic intergration, leading to fierce competiton This made the Company fail to achieve its initial set targets Therefore, the action plan should not be so rigid, and convenient adjustments when necessary is important to adapt with the changing business environment The strategy’s adjustment in future is objective and necessary 96 3.4 SHORTCOMINGS OF THE BIG EXERCISE: The research above only concentrate on building and choosing produce and business strategies for Da river-Thang Long The author group have advantage because a member is a acountant working in this company So, it is convenient to study, investigate and collect fairly exactly ata and figures, analyse problem next to construction speciality However, solutions to implement strategies cannot avoid subjective factors If they are used and deploy to implement, it is necessary to have discussion and unanimity in board of management and general director to adjust more suitablly to practice conditions In contex of intergration, since Vietnam formal jointed into world trade organization WTO, our economy has been controled by many inside and ouside factors Moreover, in first world economy intergration time, we will not avoid unestimate changes of economy, especially construction investment field depends on many factors uch as raw fuel material, electical energy, policy mechanism, etc So, research and policy planning have to be test, evaluate implementation situation to have solutions to adjust timely or change chosen strategies which fit with practical development in each stage With the above analysis and statistics data, this report can be used as reference document for other corporations and companies in the same construction investment field in Hanoi Obviously, other companies that want to apply need other support research suitable with the actual state of each company 97 CONCLUSION In order to achieve success in business, enterprises in general and those engaging in construction industry in particular must not only set strategic targets of business, but also have in-depth analysis, study and exploitation of favorable factors brought about the strategy In one hand, this is aimed to seek for business opportunities On the other hand, it helps to discover threats to viability of enterprise to make timely responses to ensure its sustainable development as well as enhance and expand its market share This report has demonstrated necessity and imperativeness of building up business strategy for Song Da – Thang Long Joint Stock Company Such manner is deemed as the most effective way to seek for solutions to problems faced by Song Da – Thang Long Joint Stock Company Contributions of the report: - The report helps to clarify nature and role of business strategy, especially when our country is in a renewal process with high growth rate - It relatively proposes measures systematically and specifically in order to improve business strategy of Song Da – Thang Long Joint Stock Company This is a prerequisite condition for the Company to affirm its position and brand in the integration Authors group hope to make a valuable contribution to the development of Song Da – Thang Long Joint Stock Company both theoretically and practically Nevertheless, they are unable to cover all relevant aspects due to a limited scope of the research and time frame To some extent, they have just obtained some basic ideas For this reason, to some extent, mistakes or shortcomings and cursory analysis in relation to involved aspects are inevitable Therefore, authors group would like to receive any susgesstion or comment from Examiner Council and gradutes involving in the Master of Business Administration Program for enhancement of the report Authors group would like to give a sincere thankfullness to Teachers, and Officials in the Centre for Educational Technology and Career Development - Hanoi National University for your manner in which you provided me various favorable conditions to be exposed to the most advanced knowledge of Business Management 98 for the time being as well as me a favor to appropriately finalize my course concerning the Master of Business Administration Program held by the Centre./ Hanoi, March 2010 99 REFERENCES Strategic Management, Associate Prof Dr Le The Gioi, Dr Nguyen Thanh Liem, MA Tran Huu Hai, Statistics Publishing House, 2007 Effective Business Strategy (Harvard Handbook of Business), General Publishing House of Ho Chi Minh City, 2006 Buiding up and implementation - Business Strategy - a path to success , Nguyen Canh Chat – Management Research and Training Institute, Social and Labor Publishing House, 2006 Strategic Management, Đao Duy Huan, Statistics Publishing House, 2004 Business Strategies and Tactics, Garry D Smith, Danny R Arnold Boby R Bizzel, Statistics Publishing House, 2003 Business Strategy Textbook, Faculty of Business Management, Hanoi National Economics University, 2005 Corporation Management Textbook, Faculty of Business Management, Hanoi National Economics University, 2005 Business and Manufacture Project, Song Da – Thang Long Joint Stock Company Income Statement, Announcement of Song Da – Thang Long Joint Stock Company over the years 2007, 2008, and 2009 10 Scientific Research Method, Janes Williams, Prentice Hall Publishing House, 2004 11 Competitive Strategy - Michael E.Porter , Nhà xuất Khoa học Kỹ thuật Hà Nội 100 ... forerunner of Song Da - Thang Long Joint Stock Comany (SONG DA – THANG LONG) is a branch of Song Da Investment and Development Joint Stock Company founded in June, 2005 operating in the field of investment,... BUSINESS DEVELOPMENT STRATEGY FOR SONG DA – THANG LONG JOINT STOCK COMPANY IN THE PERIOD 2010 – 2015 2.1 OVERVIEW OF SONG DA THANG LONG JOINT STOCK COMPANY 2.1.1 The company s formation and development. .. Song Da - Thang Long Joint Stock Comany (SONG DA - THANG LONG) is a branch of Song Da Investment and Development Joint Stock Company founded in June, 2005 operating in the field of investment, business