Tính tất yếu phải xây dựng chiến lược doanh nghiệp ANSWER How the company business success and maintain that success? Certainly not the business of the company in a secure manner and tradition No strategy, companies such as ship without rudder, not knowing where to go To succeed in the long term, companies must not only perform the activities to meet the current market, but also to adapt the activities to meet the new market and market changes The strategy demonstrate how an organization expects to create sustainable value for shareholders Of a business strategy is a master plan that shows how the business will achieve the mission and objectives of their According to Fred David: "Strategy is the art and science: Prepare, implement and evaluate the decision function helps achieve business objectives." (Fred R David (2011), Strategic management concepts and cases, Prentice Hall, p.5) Benefits of strategic management has been tested in a variety of industries, with many types of businesses with different size, can summarize the three most basic point, which is: - Make clearer perspective for corporate strategy, creating consensus across the enterprise, committed staff, the trust of shareholders and other stakeholders on the development of business and building a sustainable business platform - Focus more on what exactly the meaning of strategic importance, customer satisfaction is the source of sustainable value creation, generate superior financial results - Improved awareness of the rapidly changing environment and adapt to these changes to sustainable development and building professional team Several companies simply built better suited to a number of business or business line The fall in the right spot at the right time with the right strategy and the right people is simply impossible Therefore, sooner or later, most of the companies are facing a crisis So the question is not whether the crisis occurred, which is to deal with such crises yet Without preparation by setting up the right strategy and implementing regular assessment will lead to a crisis and bring about serious consequences for the company, employees and the wider environment surroundings Page of 10 To clarify the benefits of financial and non-financial giving strategy right now need to understand the level of strategy and strategic management processes In any organization, strategies exist at several different levels - stretching from the entire business (or group companies) to each of the people working in it Corporate Strategy - related to the overall goals of the business and scale to meet the expectations of the contribution This is an important level because it is heavily influenced from investors in the business and at the same time it also provides guidance for strategic decision-making throughout the enterprise Business strategy is often presented in a clear "mission statement." Corporate Strategy describes the overall direction of an enterprise on its general attitude towards the development and management of enterprises and its various product lines often business strategy consistent with the group's three stages of growth, stability, retrenchment strategies Business Strategy - Business strategy typically occurs at the business unit or product level, and its emphasis on improving the competitive position of the products or services of a company in a specific industry or market segments that serve the business units Level strategic business units can fit in two main groups: competitive strategy and corporate strategy In a business can have many business strategies, the strategic business unit level support company strategy level In a company there is only one level strategic business unit level, the company's strategic business level strategy Functional strategy - a strategy of functional departments in businesses like marketing, finance, production and logistics, research and development, human resources, information systems strategy function is a method of functional areas to achieve the goals and strategies of the company and business units by maximizing resource productivity Level strategic support function to strategic business unit level and corporate strategy Strategic management process consists of four elements: - Environmental Scanning - Strategy Formulation - Implementing the strategy - Evaluation and Control Page of 10 Environmental Scanning: is the process of collecting and analyzing information from the external environment and internal business Analysis of the external environment including natural environment factors resources, climate, social environment factors: Economic, Social, Technology, Politics, and industry analysis : markets, suppliers, customers, competitors, government, community to identify and anticipate opportunities and challenges for business in the future The tools used in the external environment analysis is PEST analysis, life cycle of products analysis and analysis of competitive forces to seek out the best market opportunities and threats for the development of company Analysis of internal business including organizational structure, corporate culture, and the internal resources to identify business strengths and weaknesses of the business and find out what core competencies and comparative advantages online The tool used to analyze internal business analysis resources tangible and intangible resources to create sustainable competitive advantage, value chain analysis, the functional analysis, tissue analysis 7S, experience curves to determine the potential resource strengths and weaknesses as implicit resources Strategy Formulation: As the process of developing a long-term plan, including elements - Strategic vision: Image of the business in future - Strategic Mission: The reason for the existence of business - The objective of the business: The results to be achieved in the future The main target group of the businesses including: - Financial Factors: To succeed, we must become like in the eyes of shareholders? Financial performance is key to the success of a business Strategy describes how company to create sustainable growth in shareholder value - Customer Factor: To achieve the vision, we have become in the eyes how customers? The success with target customers will be an important factor to improve financial performance The selection of the right set of values that give customers a central element of the strategy - Internal factors: To satisfy the needs of our customers, we have excelled in any process? The internal processes include the management and operation process, the Page of 10 customer management processes, innovation processes, social processes regulated by state agencies These processes led strategy The effective internal processes and identify appropriate ways to create and sustain value Enterprises should focus on a few key processes capable of generating a set of values giving different customers and are critical in enhancing productivity and maintaining business operations - Factors of learning and development: To achieve the vision, we have to study and how to develop? Intangible assets are the fundamental source of sustainable value creation The composition of elements of Learning and Development is human capital, information capital and organization capital when mounted with the business strategy to attain high availability: It is likely gathering and maintaining the process changes necessary to implement the strategies - Strategies: The plan to achieve the goal, the mission of the enterprise - Policies: The Essential guide to decision Implementing the strategy As the process of putting into action strategies, including the following factors: - Programs: These activities necessary to implement the plan - Budget: The cost of the program - Procedures and processes: The order of the steps necessary to the job Evaluation and Control: Measuring and evaluating strategic adjustments to ensure the completion of the actual results of the the strategic objectives One of the successful businesses in implementing the right strategy in business to create exceptional results which is the story of the Massan Group Massan Group is building a sustainable business platform through proper strategy Masan Group is one of the largest companies of private sector in Vietnam, with activities focused on building and creating strong business platforms market leading ma main highlight that the stories revolve around the areas of consumer goods and natural resources in Vietnam Massan Group has achieved many impressive accomplishments in the construction activities, acquisitions and manage business operations platform large scale Page of 10 Over the years, Massan Group created several brands of consumer goods most widely recognizable; had developed a large distribution network in Vietnam for products and its services; Develop advanced production facilities; and assembled a diverse team of experts including experienced no ability to win in the emerging markets All packages constituting provide a platform operated evolving Success of the Massan Group came from commitment to maintain position as a leading company in the private sector in Vietnam, in terms of scale, profit and earnings for shareholders, and potential partners growth as well as the hiring manager's favorite Vietnam To achieve these goals, Massan Group focusing its activity in areas where a company in the area of private sector in the country may lead the market and can scale development through the engine in shaving and applying the most appropriate strategy In a dynamic market offers many potential opportunities such as Vietnam, an operation to business success and strong discipline adultery, Massan Group the Trust in a number of other important factors: Business activities generated cash flow Masan believe that sustainable growth in the developing markets like Vietnam requires building business activities generated cash flow Massan Group does not participate in the sale and purchase assets such as land purchase or participate provided short-term speculation Massan Group only compete in areas that internal forces strong growth, business model proven effective resume private sector investment in the region and has the potential to build large-scale enterprises Therefore, Massan Group has determined consumer goods and resources are its key sectors The foundation leading operator Sustainable growth can only be achieved through the construction of systems and platforms works best When joining a sector, Massan Group developed its own strategy for one and models that can be replicated business to reach the market leader position in each business sector This allows Massan constantly investing in the best operating system Over the years , we have investment in developing new products , branding , production facilities , distribution networks , information systems , and most importantly human resources To date , Masan Group has owned operation systems market leader in each respective field Page of 10 Build up Scaling Market leading position in terms of scale allow us to successfully compete in the regional context private sector fragmented and competition from multinational companies and public enterprises which desperately fierce As one of the largest companies in the area of private sector in Vietnam , Masan Group offers many advantages to access to capital , workforce and professional talents and opportunities aimed at large scale construction of the foundation system and efficient operation Massan Group build up scale through targeted business and strategic application integration, promote the growth of the activities mentioned in the existing business and expedite growth through transactions appropriate acquisitions with a focus on the company's industry Capital allocation circumspect and strict capital texture Massan Group has raised a total of over 1.2 billion long-term funding in the past years , thereby creating more favorable conditions for investment activities and business building strategic I Massan Group who executed circumspect capital allocation by using a larger share of the proceeds to investors and increase the percentage of ownership in the existing business activities of the company For the acquisition of the Nui Phao project , basically cash Massan Group Massan Group has deployed less than 20 % of the capital raised to acquire new businesses - namely Vinacafe Bien Hoa, and Vinh Hao Mineral Water Proconco Massan Group believes that business activity and those iconic brands of the companies but would create " paths " wide open , helping the company to penetrate deeper into consumer products Management team and world-class reputation partner Massan management team of the Group in all organizational levels are professional Massan Group encourages them to contribute by giving them the opportunity to become shareholders and those who deserve preferential treatment to work effectively On building partnerships, we work selectively with companies global reputation, ability appraisal and authentication business strategy, provide information on business opportunities and beneficial access long-term funds Thinking big from long-term vision Massan Group long-term investments and resolve not to select a shortcut , but can save a lot today but go much loss probability is huge value in the future For Massan Group, Page of 10 where word meaning focus time and resources to contribute to the construction , human tectonics , branding, product development , infrastructure and distribution systems Massan Group provides in agreement with a view to sustainable profitability and reap real value investment strategy in market share and market leading position also requires time to develop a vision and far rather than the immediate short-term benefits Massan Group achieved outstanding financial results through proper strategy Instant noodles industry Massan Group is a good example of a long term vision In late 2008, Masan like "wager" double instant noodle industry launched a new campaign to hang a label mass market At that time, instant noodle industry profit margin is low and is dominated by a large company abroad already the market leader in more than a decade past However, Massan Group still sees a huge opportunity in this sector, an opportunity can turn things around through construction activities and branding After more than four years to invest in production capacity, brands and distribution systems, now become the Massan Group noodles second largest in the country and with this strong growth momentum, can become leading companies in the industry in 2014 And with the scale continues to expand like, gross profit margin, it can be as high A similar story came about with the Nui Phao mine, which is the project we bought in 2010 Took control after, Masan has recruited a team of experienced professionals from around the in area and design, construction of the plant according to the highest standards of safety and environment After nearly years has operated successfully tested mineral processing plant in Vietnam, first, apply international standards with more processing capacity of 3.5 million tons of ore per year Thanks to investments in these areas, in 2014, revenue is expected to increase considerably and reached the landmark billion U.S dollars This achievement will help achieve Massan Group size and leading position in the market, which are extremely essential quality criteria to create a profitable and sustainable shareholder value Efforts closest Massan Group in the field of investment is focused on business entry strategies beverage industry Financial results shown in the following table: Turnover and profits of Massan Group Page of 10 Net turnover Gross profit Gross profit margin Massan Group is building a team of professional managers through appropriate strategies Right people - Massan method, a model unique partnership, according to the measure, the functional unit of Massan Group equal cooperation and promote the strength of its own to enforce the construction activities and development of large-scale business The number of the employees Massan Group and its subsidiaries The team contributed expertise as follows: - Risk management and capital allocation - is the foundation of financial management and investment, high dike focused activities, risk management and optimal capital allocation; Page of 10 - Reach and local execution - the ability to get search business and to develop business opportunities, and manage risk effectively but local; - Professional management - a team of experts in national and international experienced , headed in each field , combined with strategic partnerships prestigious Massan Group has invested heavily to have a team this strong professional management in all levels , including subsidiaries and associated companies Massan Group believes in the recruitment of professionals with multinational experience and have experience working in the domestic market In Masan Group, members of the management apparatus that experiences bring breadth and depth hatched from renowned companies such as JP Morgan and Morgan Stanley In subsidiaries , the management team comes from the cave where multinationals like Unilever , Nestle , P & G , Pepsi , OZ Minerals , Placer Dome and MMG Massan Group trust and high dike know talent promote business values and experience Project management innovation in organizations with fast growth rate Masan Group collection of young professionals , dynamic and international marketing experience , have the ability to perform many diverse projects to bring the highest value to shareholders Massan Group built a unique execution platform and has established a record continuous success in a market in its infancy Management team plays a key role in Masan Group of metabolism from a self-contained private office but became a corporation in the private economic activity in key areas of the consumer goods industry and resources In summary, the strategy is understood as a comprehensive integrated plan of the corporate unity It lays out the development trend in the long term, affirm main objectives of the business, outlining the basic resources of an enterprise, it suggests ways to deal with these uncertainties are more likely to change the most common of the business in a competitive environment So the strategy is a basic plan, platform, has the task of identifying the resources, create unity resources to focus on the objectives, use the power of the organization to carry items that goal Competitive strategy helps businesses seize market opportunities and create competitive advantage in the market by the use of limited resources with business results to achieve high goals, helping businesses to consider and determine what direction to go The business environment changes rapidly and creating the opportunities and threats in the future Right business strategy will help businesses better Page of 10 leverage opportunities and reduce risks related to the business environment Business strategy to help businesses better prepared to cope and all the movements of the market Business strategy while reducing risk and enhancing the ability of businesses to take advantage of business opportunities as they emerge REFERENCES S.Kaplan Robert & David P.Norton, Strategy maps: Converting intangible assets into tangible outcomes, 2003 - Harvard business press Fred R David, Strategic Management: Concepts and Cases, 13th edition, 2011 Thomas L Wheelen & L David Hunger, Strategic Management & Business policy, 13th edition, 2012, Massan Group, Annual report 2013 Massan Group homepage: http://masangroup.com Page 10 of 10 ... agencies These processes led strategy The effective internal processes and identify appropriate ways to create and sustain value Enterprises should focus on a few key processes capable of generating... the enterprise Business strategy is often presented in a clear "mission statement." Corporate Strategy describes the overall direction of an enterprise on its general attitude towards the development... future Right business strategy will help businesses better Page of 10 leverage opportunities and reduce risks related to the business environment Business strategy to help businesses better prepared