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PHÂN TÍCH BA LỢI ÍCH CƠ BẢN MÀ CHIẾN LƯỢC SẼ MANG LẠI CHO DOANH NGHIỆP Business Strategy as a direction, a direction to help organizations overcome this turbulent market, reached a major effort in the future and its possibilities This is the result of scientific research on the basis of the business practices of many companies It really is a product of scientific management, because if the organization is to build a good business strategy, they would have been better to prop forward Three basic benefits that strategic will bring business, if the business build a true strategy The first: Business strategy to create a solid basis for the formulation of policies and decisions of business consistent with market volatility The second: Business strategies contribute to improving the efficient use of resources enhanced the competitive position of the business to ensure the sustainable development of enterprises The third: Business strategy to help businesses understand and take advantage of business opportunities, and proactive measures to overcome the risks and threats in the market competition And help identify business goals, its direction as a basis, the lodestar for all business activities of enterprises Therefore, the business strategy related to the objectives of a business, the strategy is built to help businesses achieve these goals But business strategy is related more to how a business can compete successfully in a particular market It relates to the strategic location of the choice of products to meet customer needs, gain competitive advantage over competitors, exploiting and creating new opportunities v.v… Follow Fred R.David “Business strategy is the means to achieve long-term goals.” We can say business strategy is the means to help businesses achieve long-term goals Business strategy not to point out the specific way, but it is a general program, the solution most effectively mobilize resources to implement the objectives identified So what is the correct understanding of strategy and strategic management? The term strategy has been defined in many different ways Here, I not intend to go into the debate about scientific terms only interested in practical aspects of the problem Strategy can be seen as a set of decisions and actions targeted to the capacity and resources of the organization to meet the opportunities and challenges from outside So, first of all relation to the strategic objectives of the business, the second, corporate strategy includes not only what businesses want to , but also how to perform a series of actions and decisions that are closely related to each other and the choice of method coordinate actions and decisions Business strategy to exploit the strengths of his basic (resources and capabilities) and to take into accounted the opportunities and challenges of the environment Michael L.Porterr, distinguished professor of strategic management at the University of Harvad business reputation, in 1996, said his new ideas about strategy through the article: "What is Strategy?" he said: The first, strategy is the creation of a position unique value and include different activities The second, strategic choices, tradeoffs in competitive The third, Strategy is creating fit among all the operations of the Company Speaking to the definition of the strategic framework more deeply with this essay I would like to present specific evidence of Lung Lo 3rd One Member Company Limited is an affiliated enterprise Lung Lo Construction Company - Ministry of Defence Introduce about Lung Lo 3rd One Member Company Limited Lung Lo 3rd One Member Company Limited is an affiliated enterprise Lung Lo Construction Company - Ministry of Defence, Established over 20 years the company has not stopped growing, expanding in size and industry organizations today, Lung Lo 3rd One Member Company Limited has been involved in developing many important works of Ministry of Defence in particular and the country in general as the construction of hydropower projects, underground works, tunnels, traffic works, marine works Recognizing the importance of building strategic business actually play an important role in the development, creating competitive advantages of the company, the company has built strategic business for his company in 2012 -2016 to this company was nearly halfway and found that the business strategy of the company has made successful of Lung Lo 3rd One Member Company Limited, now a day In this article I would like to present some policy that Lung Lo 3rd applied in its strategy to get the right direction of the company today and the future The strategy was developed and implemented to achieve success today is “BUILDING BUSINESS STRATEGY OF TUNNEL CONSTRUCTION SERVICES FOR LUNG LO ONE MEMBER COMPANY LIMITED PHASE 2013 - 2016.” In its strategic Lung Lo 3rd had analyzed, evaluated macro environment, micro and internal environment of the company from which recognize the opportunities and threats from the business environment; strengths, weaknesses affect the development tunnel construction services of the Company - Develop targeted business strategies tunnel construction services for the Company from 2012 through 2016 and proposed implementation plan strategic goals that help develop sustainable company in a competitive environment and integration With the advantage over twenty years experience in the field of construction and installation, tunnel construction, detection and handling of explosive mines, the company has been the 3rd Lung Lo investors appreciate, Lung brand Lot has prestige at home and abroad Right from its inception, the company has set a target leading to it's existence: Closely held steadfast, QUALITY - EFFECT - PRESTIGE in business This is the company's platform for the development of tunnel construction works - a required field experience, high construction capacity, modern technology, innovative, skilled staff and high-tech , to analyze and assess a number of competitors have the ability to compete with existing companies and future And of course Lung Lo 3rd One Member Company Limited also recognize the threat of potential competitors is heavily dependent on the sector barrier penetration However there are some pretty big barriers for domestic enterprises to join the industry and compete with Lung Lo 3rd One Member Company Limited , this is the time of the establishment of businesses , experience factors , the capability of enterprise , energy financial resources , the business category , the long-term cooperation with the agency owner of the Hanoi City Especially in the field of underground construction and tunneling is a construction sector construction techniques require the most difficult to present in Vietnam To ensure timely , quality work , companies operating in this field must have strong financial resources , abundant , the ability to manage , highly skilled workers and using advanced technology machines Thus, with the advantage of Lung Lo 3rd One Member Company Limited will not face competitive pressure from large potential competitor in water But the moment when formulating strategies during open economy, our country joined the WTO, AFTA coming there will be more corporate construction companies penetrate foreign markets Vietnam With the financial advantages as healthy, hundreds of years of experience, team management, professional and skilled workers, advanced machines and technology, Lung Lo 3rd will certainly faced very strong competition from this competition Recognizing these challenges, Lung Lo 3rd has developed a vision and strategy for 2016 to a company in the right direction and lead to success today Now aday, customer of Lung Lo 3rd One Member Company Limited is Electricity of Vietnam group– EVN, Project Management Unit 46 – Department of Defense, Company investment and development highway Vietnam (VEC) The brands was confirmed 3rd Lung Lo has a lot of domestic and foreign customers and invites interested in construction of the tunnel With brands increasingly affirmed the financial capacity , equipment capacity is constantly improve , progress , quality, commitment to customers , for the work that the company has been the implementation the date has been confirmed , with a staff of highly qualified and dedicated to the company , especially the dynamics of leadership in recent years the company was awarded the special work in the tunnel next time the Company will focus its resources on the Metro subway construction - Hanoi , Ben Thanh tunnel work - Join Nuong , the tunnel project Xepian - Xenamnoy ( Laos )… There are successful today thanks in part to correct the direction of leader’s Lung Lo 3rd, He has captured the market economy - and noticed the ongoing globalization very strong: The process of globalization, international economic integration, enabling businesses to build an environment of Vietnam business schools and a more dynamic markets beyond national borders Plus knowing encourage the development of the underground tunnels of the Government: Our country is growing, however, with the current status of infrastructure at present is unable to meet to develop it Moreover, Vietnam is a country densely populated, especially in the big cities leading to overcrowding Therefore, the demand for underground works, tunnels becomes more urgent than ever The government is promoting the development of underground tunnels across the country so 3rd Lung Lo is facing great opportunities to expand production and develop the company's business - Competitiveness of the domestic construction companies is not high: in addition to a number of large corporations on building: VINACONEX, LICOGI, SONG DA… capacity, most of the remaining construction company in Vietnam today is not the real opponent of the Lung Lo 3rd Construction schedule, the weakness of labor, machinery and outdated technology, poor experience is the factor that is difficult for companies to compete with Lung Lo 3rd One Member Company Limited capacity, most remaining construction companies in Vietnam today is not the real opponent Construction schedule, the weakness of labor, machinery and outdated technology, poor experience is the factor that is difficult for companies to compete with Lung Lo 3rd And one more strategy is right that is for human resources strategy Lung Lo 3rd personnel work is considered one of the critical, important to develop, so staff of the company has always been focused on quality with suitable quantities, regularly attend courses Advanced technical, management and quality control Force technical workers of the company are being recruited by skilled vocational schools have known and continue training in place Force officers and employees of the company today are mostly young people, active, creative, was trained at the prestigious university in Vietnam Special team of company employees has always relentless campaign to catch up as rapidly changing technology of science This is strength of the unit in the construction and installation works January, 01th, /2012, staff are follows as: Table 2.6: HR List of Lung Lo 3rd One Member Company Limited No Specialize Number I Engineer 120 Irrigation Engineer 14 Demining commander 30 Electric Engineer 4 Civil and industry Engineer 18 Bridge construction Engineer 27 Architects Irrigation engineers In Mechanical, Geology Engineering 13 Engineer Underground 10 Bridge Tunnel Engineering II Economic managers 32 Dr Masters 3 Bachelor Economics 32 III Bachelor of Foreign Language IV Technical Finance of College 31 V Technical workers 550 Total 739 (Source: Lung Lo 3rd One Member Company Limited) The solution implemented strategic business services the construction tunnel Lung of Lo 3rd One Member Company Limited Marketing solustion Safety strategies in business - Speed up settlement construction after handing over the project - Skills training for creative construction engineer in company - Establish task team to find out the fluctuations of the market and competitors existing or newly penetration Competitive Strategy - Strategy exploration customers, competitors + Learn desire of investors for the upcoming bidding process Based on these factors making construction plans and projects in accordance with requirements the investor + Learn about competitors, their ability to serve, comparing his opponents, has nothing remarkable, when bidders put on record factors Distribution policy Distribution policy of the company now uses only single channel directly reduces the efficiency of the business Although the construction industry, the use of direct channels are the best but companies should also expand its distribution channels as developing indirect channels to create more favorable conditions for contact clients in negotiations with company: - Opening of a branch in the local - Improve the ability to grasp and master the information market by building teams of task relationships, collaboration information search - Expanding and maintaining relationships with existing customers Paying attention to the activities, establishing marketing department, investigate and explore markets HR Solutions To ensure a stable human resources for the company's development strategy until 2016, the 3rd Company Lung Lo must always pay attention to recruitment to selected candidates have the skills and qualifications match case, has experience working with devotion and common aspiration for leadership development company, willing to pay high costs (wages), in order to meet current needs and development in preparation for the strategy in the future In addition, attention should be paid to training for employees, especially our staff key to workforce resources to help leaders effectively implement company business activities of the Company Investment consultants hired as professors, doctors experienced in the field of domestic and foreign personnel to advise the Company in the field of human resource management In addition, the company needed manpower reserves to compensate for fluctuations and human resources Besides internal communication of the company is also not good, many of the guidelines and policies of the company has not been disseminated to each employee and lead   to   misunderstandings,   lack   of   cooperation   in   the   work   of   a   parts   company employees. On the other hand the income distribution mode is not really fair, disciplined regime rewards incommensurate or not the right audience so not motivate, encourage all employees to promote capacity. So companies need to improve remuneration for workers following the direction: ­ Improving the distribution of income for workers: The issue of primary concern is the issue of labor income, so to motivate employees to promote the company working mode should have a reasonable income distribution, in which:  +   Incomes   of   workers   have   increased   each   year   and   ensure   the   level   offset inflation of consumer goods and the inflation rate in the market. On the other hand the company's income must be higher than the average income of the company size, and industry to avoid brain drain and attract talent from competitors + Regulation of income distribution should be based on criteria results done by the employees, titles coefficient coefficient responsibility   to ensure fairness to employees enhance the sense of responsibility, promote self­awareness and the capacity ­ Building reward regime and reasonable discipline: Includes deserved reward for   the   individual,   collective   high   achievement,   there   are   initiatives   beneficial   to   the company,   every   affair   reward   and   reward   your   assessment,   five     to   encourage, encourage staff and employees of the Company to promote their capabilities at work.  ­   Develop   a   good   working   environment:  Work   environment   becoming increasingly   important   and   is   one   of   the   most   important   factors   determining   the attachment,   productivity,   quality   and  efficiency   of   employees   working   for   businesses (along   with   factors   on   wages)   Therefore,   the   construction   a   professional   working environment need to set up a priority in the strategy of the company. Besides the work done is in the process of building a professional working environment, such as work time, uniforms, fully equipped catering equipment for the job, build solidarity between people company employees   should implement the following:  +   Construction   work   atmosphere   friendly,   close   to   the   leaders   between   staff, between departments and between employees at the same time enabling employees to share thoughts, their aspirations to create the most comfortable thought, to maximize their own power.  + Construction work environment of healthy competition to motivate development by enhancing the capacity of an official work and workers.  ­ Ensure regime for workers: Company needs to focus on the regime for workers such as social insurance, health insurance, and allowances clearly … Technology development solution Increased mechanization of tunnel construction: investment in machinery and equipment for construction of modern tunnel, namely: investment synchronized series of construction machinery and modern equipment manufactured by the company Celebrity of the G7 countries as: Atlass Copco - Sweden, TAMROCK - Finland, Volvo, Caterpiler tunneling technology applied in accordance with the most modern methods of NATM world like Austria, drilling technology full face… - Strengthen the research and application of new construction techniques: a new application technique tunnel construction work is very clear in improving the quality of construction and speeding up construction as well using alloy materials drills, drills to improve form to increase drilling speed; exploding research design optimization, capacity controlled drilling machine, drilling capacity building exploding under computer program… - Strengthen modernization tunnel construction: Research methods applied management application modernization tunnel construction can promote motor performance, ensuring the quality and safety of construction projects to maximum Financial Solutions The company should implement a number of measures to improve the financial capability as follows: - Minimize inventory value: The company needs to focus on the work of payment accepted late third quarter and early in the fourth quarter of each year, to avoid frantic situation at the end of the year as the past years have caused pressure lack of capital and payments to vendors and banks + Not to state construction and handover of completed but not yet ratified arising out of acceptance by design + Should have periodic meetings to review the work of each level of payment acceptance and debt collection, the measures for the next period 10 - Improved debt collection stages: early recovery of capital to the need to perform accurate handover staged, accepted and put into use, payment records to where it closed to the investors including the debt profile - Increased capital: Currently, the Company's charter capital is 30 billion as compared to other companies operating in the charter capital of the Company at an average level In the coming time when performing large projects, to ensure liquidity, even in 2013 the company needs to increase its charter capital by: Recommendations Lung Lo Corporation (parent company) gives rise additional capital and charter capital level Management solutions for service quality - Managing the supply of raw materials: the last time due to the impact of the financial crisis and global economic recession, the price of raw materials together with fluctuating exchange rates soared, affecting business plan as well as reduce the performance of the company due to material accounting for over 60% of the product cost units So the solution is given: + With the number of suppliers of raw iron, steel, cement relatively more on market: should negotiate with suppliers to purchase raw materials cheapest + Develop financial plans realistically plan to buy raw materials to meet production requirements Develop financial plans to start construction plan that consuming products from production planning, material planning appropriate - Reduce material wastage norms of materials in the construction process - Reduce labor costs - Use new technology in hydropower tunnel construction and tunnel traffic CONCLUSION Develop strategy for the company is the first task of every business In the market economy has many opportunities but also many challenges, manufacturing enterprises and business to survive and grow, the need to map out a direction appropriate to the stiff competition in the market mechanism Direction is the development strategy for the company 11 Present and future, Lung Lo 3rd will increasingly have more and more competitors have strong market potential From the construction and the choice of the optimal business strategy, the Company will be subject to appropriate solutions to constantly consolidate and enhance its competitiveness, make good use of the advantages available before the existing competitors and potential competitors to build and develop stronger company LIST OF REFERENCE Website of Lung Lo 3rd One Member Company Limited Nguyen The Phung, Construction of basements Curriculum, Publishing statistics, Hanoi Nguyen Quoc Hung, Tunnel and Metro Curriculum, Publishing statistics, Hanoi Đại học PGSM (2014), Strategic Management Le The Gioi (2009), Strategic Management, Publishing statistics, Hanoi 12 ... Limited also recognize the threat of potential competitors is heavily dependent on the sector barrier penetration However there are some pretty big barriers for domestic enterprises to join the... which recognize the opportunities and threats from the business environment; strengths, weaknesses affect the development tunnel construction services of the Company - Develop targeted business... industry Engineer 18 Bridge construction Engineer 27 Architects Irrigation engineers In Mechanical, Geology Engineering 13 Engineer Underground 10 Bridge Tunnel Engineering II Economic managers 32