Phân tích vai trò của chiến lược doanh nghiệp đối với sự phát triển của tập đoàn bưu chính – CN lào caie

Phân tích vai trò chiến lược doanh nghiệp phát triển Tập đồn Bưu – CN Lào Cai CONTENT Openning………………………………………………………………………….2 The general concept about strategy and business strategy ………………… 3 The role of business strategy for the development of business Specific analysis in Vinaphone – Post and Telecommunications Corporation Lao Cai Branch (VNPT Lao Cai) ……………………………………………………8 Conclusion 12 References 13 Task Openning Develop strategies have a very important role in the development of business in the long term One strategy is built on the basis of scientific arguments and practices through tools and techniques appropriate to bring enterprise solutions strategy most effectively contribute to business success nghiep.Truoc context of our country's economy and system development activities of business enterprises in general are really an opportunity and a huge challenge for the contribution to the overall development of the country in the current period and the next year The general concept about strategy and business strategy There are many different concepts of business strategy and strategic management, but the concept is the current popularity: “Business strategy is a combination of long-term goals, policies and solutions to large business, finance and the resolve to take the human element of business development enterprise to a new higher state of nature” "Business strategy is a series of commitments and actions that a company used to spend a competitive advantage by exploiting core competencies in a given market" In summary the strategic planning process can be broken down into key steps, including: (1) Selection of the mission and the main goals of the unit; (2) Analysis of the external environment to identify opportunities and threats; (3) Analysis of the internal environment to identify the strengths and weaknesses of the organization; (4) Selection strategies based search resources, capabilities and core competencies and develop it to neutralize the risk, take advantage of opportunities from the external environment; (5) Implementation of strategies The task analysis environment inside and outside the organization and then choose the strategy is often regarded as the strategy The role of business strategy for the development of business The first, main function of business strategy is to create a consistent orientation for all kinds of business plan In other words, business strategy helps businesses realize the purpose, its direction, is the lodestar for every act of business enterprises Although if only one type of plan is not a guarantee for businesses to reach their desired destination, but the strategy is the basis for the plan hinges, other operational policies should generally be settled first priority Thứe second, along with the change and the rapid development of business environment, the market will always appear opportunities and threats Meanwhile, business strategy helps businesses understand and take advantage of business opportunities, actively seek solutions to overcome the dangerous pitfalls of the market The third, strategies contribute to improving business efficiency of enterprise resources, enhance competitive position, ensure the continuous development and sustainability of enterprises and building long-term, implementation business strategies to create a solid base for targeted business policies and decisions consistent with the volatility of the market Specific analysis in Vinaphone – Post and Telecommunications Corporation Lao Cai Branch (VNPT Lao Cai) In recent years witnessed the landing and market domination of the major mobile networks and the rapid time-sensitive Vinaphone, Mobiphone, Viettel, Sfone In particular, although the position is entering the home network first on the mobile telecommunications market and once dominant market share in the industry but Vinaphone was unable to sustain the "throne" before its too rapid growth and Viettel quite comprehensive This raises a big question for Vinaphone why strong competition and how to win back lost market share? Step into the next phase (2011 - 2020), in the opinion of many experts, the mobile telecommunications market in Vietnam will go ripening stage and almost reached saturation point, and predicting the major changes in business strategies of the companies in the industry As of December 2013, total telephone subscribers across the network are 110.9 million, of which the number of mobile subscribers accounted for nearly 88% The telephone density reached 129.6 per 100 people Nationwide there are more than 21.62 million Internet users, with a density of 25.3% Number of broadband internet subscribers reached 2.4 million This means the mobile telecommunications market will not have much more potential in business and industry will face many difficulties in operation Typically the Beeline has disappeared from the market of Vietnam, EVN to merge with Viettel, many other networks simultaneously launched the promotional package "crisis" in order to compete on price but the current market have no more price sensitive We can say that the current situation requires telecommunications companies to find new direction in their business strategy to ensure growth targets and maintain its position in the long term In Lao Cai, characterized by a small mountainous province scale is only about 60 thousand peoples in whom the majority are ethnic minorities, low educational level and not have the habit of using mobile phones On the other hand, sparse population density, high dispersive causing difficulties for telecommunication companies to invest in the development stage of the network, high cost and the ability to recover capital incommensurate However, this is also a potential market that the business is capable of exploiting Therefore, Lao Cai has also witnessed the entry of large mobile operators (Vinaphone, Viettel, Mobifone, Vietnammobile ) Among the networks, Vinaphone and Viettel are considered two major carriers and hold the dominant market share in the telecommunications market in Lao Cai However, in recent years, along with the growth of the other competitors (including Viettel) , the delay in reform strategies and the difficulties of Vinaphone from market vendors made slowly losing market share to competitors is strongest Viettel If not quickly make strategic business holistically and long -term, Vinaphone will be hard to maintain its position on the telecommunications market in Lao Cai in particular and Vietnam in general Therefore, key management has been identified Vinaphone development of medium and long term as - Continue reinforce brand quality / most reasonable pric of Vinaphone - Continue to implement entry strategy and market development in Lao Cai, gradually regaining market share and the number position on the market in Lao Cai - Strengthening customer care, including prepaid and postpaid subscribers - Continuing to improve network quality, investment in quality governance services to provide customers the best service, maintaining its position as the network has the best call quality in the province - Relentless product development, expand market share 2G mobile phone (prepaid and postpaid) to focus on building 3G mobile phone network is strong enough to develop data services on 3G networks Din - Continue to implement policies to reduce rates to the lowest possible level in order to encourage customers to use services in Lao Cai VNPT also created a community VNPT Lao Cai - Maintaining market share in key areas, and take steps to strengthen the development of sales channels in low-traffic areas BTS to encourage customers to use the service - Retain loyal customers and develop new customers welding, especially customers using the services of competitors, using existing relationships with local governments and agencies on localities to develop new customers - Develop appropriate HR policies, enhancing professional qualifications for staff officers, construction recruitment mode, transfer, reduction, fair treatment of personnel in order to improve labor productivity for the team company personnel But Vinaphone Lao Cai also determined that the strongest competitors in today's market Vinaphone's Viettel and Lao Cai Mobiphone In particular, Viettel is strong competition with a lot of advantages: network infrastructure, wider distribution systems to access customer very well - especially the segment of low-income customer remote areas and students Besides, the advantage of the diverse service packages suitable to each type of customer service and low rates, flexible mechanisms and policies should incentives to the present time, Viettel has been very successful in creating a customer community Viettel on Lao Cai province (accounting for 62.77 %) Besides, abundant human resources, dynamic are not afraid to difficulties with military discipline is one of the strengths of Viettel to create higher labor productivity than other competitors in the market Mobifone is also a pretty strong competitor next Vinaphone Viettel While the current market share is modest (accounting for only 5:21%) but with reputable brands available and, in the future, if there is Mobiphone focus resources on policies and strategies for market penetration Lao Cai is one of the great threats to market share in the province of Vinaphone Recognizing these challenges, Lao Cai Vinaphone identified Vinaphone main products are oriented Lao Cai is developing mobile prepaid service, postpaid 4.1 About the Product List: For pre-paid mobile services: Vinaphone currently have the packages with different incentive conditions Specifically: - The package cuocVinacard, VinaDaily, VinaXtra, VinaText, Vina365: for ordinary customers - Talk EZ: customers for the students of the University, College, Intermediate, Secondary vocational domestic (Talk - Student); teens aged 12-18 living in Vietnam (Talk - Teen) - MyZone: allows customers to make calls with preferential rates in a geographic area (Zone) of their choice - ezCom: allows computers connected using USB Mobile Broadband high speed internet access on mobile wave VinaPhone use anytime, anywhere (The detailed list of preferential tariff rates for packages of Lao Cai Vinaphone is attached in Appendix) The proportion of customers using pre-paid packages as follows Vinaphone: Table: 2.6 Customers structure are using prepaid services of Vinaphone In Lao Cai VNPT, on December/2013 Nu Package Number Myzone 75500 Students 4000 Other package: vinaExtra vn365, vinaCard… 25500 Total 105000 (Source: Division business plan, Lao Cai VNPT, 2013 So a group structure that is in customers using prepaid services Vinaphone of VNPT Lao Cai, the proportion of use of VNPT package Myzone Lao Cai is the most used (72%) This is quite reasonable for customers who live and work in Lao Cai province and also a package that Lao Cai VNPT should increase promotion in the future Package current students have relatively low proportion (3.8%) but this is pretty set of potential customers, so in the next phase of Lao Cai VNPT also need to push for promotion this package For postpaid mobile services : Vinaphone are now offering packages Vinaphone , iTouch , EzCom , VIP packages , packages colleagues , family pack At the initial time , each subscriber VinaPhone offered services : call blocking , caller ID display on, call , call transfer , sms short messaging , international roaming , international calling service ban displays dialed , wait service , call hold , voicemail services , facsimile -data services After more than 10 years of operation , VinaPhone mobile network is constantly evolving along with subscriber VinaPhone provided many useful services such as : data DATA Services , WAP999 services , GPRS , MMS - Services domestic roaming , Ringtunes services , synchronization services , service notifications of missed calls , Info360 services , international services using VOIP calls , value added services 8xxx , 1900xxxx and batch utilities others in the future Currently, VNPT Lao Cai is focused towards data services on mobile networks is the flagship product 3G ezcom This is a service that allows computers connected using USB Mobile Broadband high speed internet access on mobile wave VinaPhone use anytime, anywhere This is considered as services of high usability, providing greater added value for users and good grasp customer needs today 4.2 Pricing policies: Policy rates of VNPT Lao Cai for mobile services on-net call tariff reduction to the lowest possible level Currently, VNPT customers net calls only pay 880 e / min, off-net calls to 980 e / For postpaid customers, VNPT Lao Cai offers many preferential policies such as energy package agreed with 45.000d/thang alo, toll free customer calls every 10minutes and not more than 1,500 minutes / month for all all calls to the subscribers of VNPT nationwide; with 145.000d/month, free customer calls every 10 minutes and not more than 1,500 minutes / month for all local calls to all networks VNPT VNPT subscribers, Mobiphone, fixed nationwide In addition to encouraging customers to use services VNPT VNPT Lao Cai currently underway to sell prepaid SIM and discount rates are applied simultaneously 690d/minutes to subscribers in all networks with a condition that the call comes from Lao Cai Can be assessed, the pricing policies of the current Lao Cai Vinaphone mostly low level by other competitors, even some service packs also have lower rates This is considered one of VNPT Lao Cai efforts to enhance the competitiveness of prices, besides increasing the quality of network services and value-added services can come to maintain its position as one of the network has the best call quality in Lao Cai 4.3 Distribution: The distribution of Lao Cai VNPT currently over 500 dealers and retail outlets available in 163/163 communes and provinces across the main street , the VNPT networks Lao Cai contracted agents and enjoy the same preferential policies in Lao Cai province Thus, the distribution system in the province of Lao Cai Vinaphone is quite wide, however the main focus at the center of the district, the city that has expanded in rural or mountainous areas in the province Meanwhile, competition are strongest in the period Viettel 2008 - 2010 has built a network of distribution channels ( mainly retail outlets sim card Viettel ) to most areas of the market , even even those remote areas , the most remote of the province This is also the key to Viettel has the largest market share of mobile phone services in Lao Cai Therefore, in order to penetrate deeper into the market in time to Lao Cai - especially to areas distant geographical distance, Lao Cai VNPT will have to set up distribution systems in this areas 4.4 Trade Promotion: Regarding trade promotion policy, in recent years, the promotion tools are used to Lao Cai VNPT including advertising, promotions, direct sales In particular, promotion tools are used VNPT Lao Cai with the most intense in recent years is a promotional tool VNPT Lao Cai has taken great deals for customers with low incomes that people in remote areas, student team - this is key customer segments that competitorwar of VNPT in Lao Cai has achieved in the previous year For advertising tools and building brand image : VNPT Lao Cai has conducted advertising on the mass media, but the intensity of light and mostly done on television media ( radio and central Lao Cai TV ) , and the internet This is the second promotional tool suitable for customers living in urban areas, also for training lowincome customers and mostly lived in rural areas and remote or mountainous areas, the tool this proved ineffective Therefore, in the future, VNPT Lao Cai should be increase advertising in the regional markets but in form and promotional tool more appropriate On the building of brand image: although Vinaphone is a very strong brand in Vietnam telecommunications market However, for the majority of residential Vietnam especially the class of people living in rural and remote geographic areas, Viettel brand new is not only strong but also emotional and humanistic more better than This is the result of a long process Viettel branding with the slogan "Viettel, talk your way!" And a series of activities for the community has made Viettel strengths recorded in the public eye Therefore, in the future VNPT Lao Cai should conduct activities to strengthen the brand's image and Vinaphone more than the other competitors About Direct Selling: leadership contracting company conducting business areas for each cadre of staff and collaborators taken care of while dealer direct sales in assigned area However, as discussed above, due to long years of living in the exclusive mechanism , large inertia and productivity of staff and collaborators should also lower the effectiveness of trade promotion VNPT in Lao Cai province is not high Along with strategies such as penetration and market development in order to create competitive advantage and gradually regain market share lost to competitors , and dominate the market through strengthening efforts marketing , expand distribution network in areas where existing and further development to low-traffic areas such as BTS rural and mountainous province of Lao Cai on Specifically: Product development strategy and continuously improve service quality in order to maintain its position in the market Promotion policy: Promotion is important work to promote and expand the market share increase sales of businesses in general However, depending on particular products, business forms or objects that enterprise customers identify the appropriate promotion tools For VNPT Lao Cai, the group promotion tool that we propose to use in market penetration strategy period 2013 - 2017are: advertising, sales promotion, public relations (PR), direct sales next For advertising tool: Advertising is a very important tool to transmit information and message of products and services to business consumers in the end For advertising, message transmission is most important because it affects the ability to acquire and feel of the client message then the choice of promotional tools About the choice of advertising tools: in the central area district, town and city , Lao Cai VNPT can proceed media advertising on TV Besides the ad was aired on the national broadcaster's support VNPT VNPT Lao Cai can be contracted aired on television advertising Lao Cai, broadcast advertising time should focus on time every time a program of Vietnam television Station and transfer to Lao Cai television or in the movies programs being broadcast by the station In the rural areas and the remote, mountainous border, Lao Cai VNPT to choose promotional tool through social radio or on newspaper ads that convey messages about Vinaphone low freight rates This tool has helped companies reduce costs which bring high efficiency For promotional tools: Along with reducing policy rates constant, VNPT Lao Cai to maintain and enhance the promotional policies to set key customers and your target customers specifically as: - For traditional client group, VNPT Lao Cai should continue the promotions already, especially programs birthday gifts, for gifts and holidays to customers - For the target audience are students: need to increase the number and quality of deals related to mobile services (including service calls, messaging, ringtones services to send drunk ) and 3G services ezCom - For customer groups in rural areas, the remote, mountainous promotions just focus on reducing call rates, instant messaging In addition, to encourage this group of customers using mobile services Vinaphone, we propose VNPT group of Lao Cai conduct a promotional program "crisis" is presented for mobile phone customers Vinaphone air Promotional Phone is just as cheap phones (Nokia, Samsung ) will be donated to the roaming customer Vinaphone in Lao Cai and networks committed to maintaining peace in a certain period of time ( depending on the estimates of the cost of bundled phone ) Surely this is one of the VNPT help enhance the number of subscribers in these areas 4.5 HR solutions Leaders of VNPT Lao Cai can apply to plan years recruited from the outset on the basis of a business plan is delivered Besides, it is necessary to shorten the time of each recruitment recruitment, should last a maximum of 30 days from the posting recruitment notices to inform decisions when receiving new staff In conjunction with the University to get students information pretty, talented locals Please approve the remuneration policy better for vacancies as leaders, managers For implementing market entry strategies Lao Cai in the next years, before the eyes of VNPT Lao Cai where it's need to recruit sales staff and a team of collaborators 10 For business staff positions may hire company with limited numbers and recruit those who have experience in the same position This will be a group of key staff involved in the implementation and management of marketing, development of new subscribers of VNPT Vinaphone Lao Cai For location of collaborators: can recruit new individuals graduating from university, colleges in central and local, even the students, students are sitting in school Team members can collaborate to work part - time or full time depending on the needs and conditions of their CONCLUSION Develop business strategies is one of the very important task for every organization, business, plays a decisive role for the success or failure of each stage of development For more than 20 years of existence and development in Lao Cai, the existing advantages of prestige, reputation, brand, market entry point, there were times, VNPT Lao Cai largest market share of mobile services However, the growth of the fast growing competitors and intense competition fierce market has led to Lao Cai VNPT losing its market share in the hands of the strongest competitors Viettel, simultaneously dropped to No in market share in the area of Lao Cai This context forced the leaders of VNPT Lao Cai to have the right steps to build appropriate business strategy for the coming period References Strategic Management Awareness, 6th Edition - John Thompson & Frank Text book, Economics curriculum Fulbright (What is strategies? In chapter 2) 11 ... policies and decisions consistent with the volatility of the market Specific analysis in Vinaphone – Post and Telecommunications Corporation Lao Cai Branch (VNPT Lao Cai) In recent years witnessed... While the current market share is modest (accounting for only 5:21%) but with reputable brands available and, in the future, if there is Mobiphone focus resources on policies and strategies for... 4.3 Distribution: The distribution of Lao Cai VNPT currently over 500 dealers and retail outlets available in 163/163 communes and provinces across the main street , the VNPT networks Lao Cai contracted