PHÂN TÍCH CHIẾN lược KINH DOANH của CÔNG TY FPT e

PHÂN TÍCH CHIẾN LƯỢC KINH DOANH CỦA CƠNG TY FPT BUSINESS STRATEGY OF THE FPT COMPANY TABLE OF CONTENT TABLE OF CONTENT INTRODUCTION RESEARCH OF CONTENT Introduction on the of FPT company .4 The basic operations of FPT Company 2.1 The main activities 2.2 The activities supported 10 Assessment the SWOT matrix of FPT Company 11 3.1 Strengths 11 3.2 Weaknesses 12 3.3 Opportunities .12 3.4 Challenges 12 Proposed measures 12 4.1 Actions Customer Care 12 4.2 Actions customer search 13 4.3 Increased attention and existing customer care 13 CONCLUSION 16 INTRODUCTION With the continued rise in the number of Internet users in Vietnam from 5% of the population in 2004 to 35% of the population (over 30 million users) in 2011 but still far below the regional countries as Malaysia has 60% of the population, developing countries such as South Korea 80% of the population (the statistics of the World Bank, 2011) showed that the country's Internet market is a growth market high growth, stability and future potential Seizing that opportunity, FPT Telecom (Ftel) has confirmed its position in the market offer ADSL internet services (Asymmetric Digital Subscriber Line) With strong resources in both financial and technological, Ftel of FPT Group has always been a leader in terms of corporate profits (22% in 2011) We are present in 46 provinces across the country and developing countries in the region to countries such as Laos, Cambodia,etc, The world is facing the technological trends and globalized world which is increasingly linked into a global market and a common village in which all nations and all people are able to participate market globalization and the information network The era of globalization today was built thanks to the information technology and telecommunications In the strategy of large corporations are addressed technology trends related to information technology and telecommunications Especially the trend of the world is a shift from commercial to service where the proportion of knowledge plays a decisive role RESEARCH OF CONTENT Introduction on the of FPT company Establishment of on September 13, 1988, up to now, after more than 23 years, FPT is an information technology company and leading telecommunications Vietnam The FPT with subsidiaries, provides service to 40 cities in Vietnam and expanding global market, with presence in 10 countries around the world: Laos, Cambodia, Japan, USA, France, Singapore , Australia, Thailand, Philippines, Malaysia FPT telecom infrastructure in 46 provinces and cities nationwide Table 1: List of SBU and assess the prospects for our future SBU A B C D E The product name Telecommunications Digital Content Systems integration IT product distributor in telecom Educate Number of Turnove Market share opponents r 3000 1800 4024 growth 27% 59% 22% 17680 13% 540 36% Source: By FPT Company FPT proud of being a large company focused informatics staff in Vietnam As of on December 31, 2011, the total number of officials and employees of FPT was 11.209 people Focusing on information technology and telecommunications, FPT provides the following services: Systems integration; software solutions; Outsourcing; Services of digital content; Online data service; Broadband Internet service; Leased line services; Distributors and retailers of information technology products and telecommunications; Manufacturing technology products; Computer Services; Technology education and training FPT owns the technology on all its development with the ISO index for all fields of activity, CMMi for Software Development FPT is the senior partner of many leading technology corporations such as Microsoft, IBM, Cisco, HP, SAP, Nokia,etc, FPT also owns over 1,700 certificates of international technology partners leading technology This is a solid foundation, making FPT constantly create added value for customers efficiently coffee consumers millions of Vietnam With the efforts of every staff of FPT in recent years, FPT is proud to contribute to the computerization of government departments and key economic sectors of Vietnam and Vietnam contributed to enroll in the digital map the world FPT's chosen path technology, reach the height of a new labor productivity in the new knowledge through technology Maximize the creativity and flexibility to seize new opportunities, efforts and innovative applications of technology in all activities at all levels are required for each person FPT, towards common goals OneFPT - Group Technology Leading Global Vietnam With the motto "Every service a connection", FPT Telecom has been constantly investing, deploy and integrate an increasing number of value-added service on the same Internet connection In addition, boosting investment cooperation with our partners in the world of telecommunications, building international cable glands,etc, The direction strongly FPT Telecom deployed to put their services out Vietnam border, access to global markets, to further enhance its position as a supplier of leading telecommunications service Areas of activity: - Provision of telecommunication network infrastructure for broadband Internet service - Provides products, telecommunication services, Internet - Value-added services on the Internet, cell phone - Service messaging, data, information and entertainment on the mobile phone network - Provide online game trwn Internet, mobile phone - Establish a network infrastructure and providing rural telecommunication services, Internet - Import and export of telecommunications equipment and Internet Address based in three regions: - In Hanoi: FPT Building, Pham Hung Road Lot 2, Cau Giay | Tel: (84-4) 222 7300 | Fax: (84-4) 7300 8889 - In Ho Chi Minh City: Lot 37- 39A, Road 19, Tan Thuan Export Processing Zone, Tan Thuan Dong Ward, District | Tel: (84-4) 7300 2222 | Fax: (84-4) 7300 8889 - Da Nang: 173 Nguyen Chi Thanh, Hai Chau District | Tel: (84-511) 7300 2222 | Fax: (84-511) 7300 8889 The basic operations of FPT Company 2.1 The main activities 2.1.1 Research and environmental forecasts - Telecommunications sector continues to increase demand further service, when the Internet environment is becoming more important and user-friendly, accessible when the price issue, the access equipment increased to many On the other hand the online application also a higher demand and supply started to be marketed as IPTV, IP-Phone, online communities, e-commerce,etc, - The continued outsourcing demand from the developed countries Especially new services appear for the supply unit in Vietnam as BPO services, Data Center management - The demand for manpower supply technology with high quality information, are still very large responsive to local demand as well as demand for the units sent overseas - Vietnam ICT market is growing in terms of revenue The total turnover of the industry is estimated at about 6.5 billion USD in 2009 with growth of 25% Because Vietnam is the development of infrastructure and information technology capacity low, especially in service sectors such as banking and finance, transportation, retail, health care and public services, the demand for Vietnam's ICT are expected to continue rising in the next few years with the growth of the service sector and the disposable income of people - WTO accession in January 2007 as well as increased competition in the industry as the number of businesses involved this sector will increase And in the long term, this will put pressure on prices for information technology services 2.1.2 Design products, services - FPT also constantly focus on the development of products and services divided by sector, in which the traditional products and services were focused investment and achieve positive results They are: System Integration, Software Outsourcing, Telecommunications, Training and Product Distribution telecommunications technology - FPT quickly exploit telecommunications licenses have been granted, become fully provider of telecommunications services, and open branches in localities across the country, as well as providing many new value-added services FPT Telecom ensure effective business position in the field of telecommunications and content - On exports of software: FPT has and continues to hold a leading position in the export of software in Vietnam to North America, Europe and Asia Pacific in order to balance the market with boat Japan's system Before the current difficulties, to continue searching for new opportunities as IT budgets are being cut in many countries, maintain existing relationships with customers based on giving some preference to them amid crisis crisis - In 2009, FPT continued strategic focus for e-citizen The strategy of the Group provide products and solutions with high added value based on Internet technology, providing online facilities for e-citizens in order to create a system and associated integration diversified products and services to serve the needs of customers who are nationals of future electronics - FPT identify research and development activities is an essential activity, associated with the daily operations of the company, so the company has invested human and financial resources to perform research tasks and development at the company and its affiliates - With the general orientation of the Group is developing towards digital convergence, Technology Development Center of the company specializes in research development direction of the company, identify opportunities to expand product, service and technology solutions to new, better, more efficient for customers Currently, the "Incubator business idea" of the Company is a playground for lovers of digital technology Through this nursery, FPT investments made proposals with high feasibility, to meet the goal of improving labor productivity of the organization, improve the quality of life of consumers FPT Media, FPT Music, FPT Game was born tunhung projects such ideas and have contributed significantly to the program provide online content of the group - At the subsidiaries, the business development department is specialized in researching business organizations testing new products, the set of products and services in the field of business of each company The past year, FPT and the member companies launched many products, new services such as: DC House (contemporary sales model with consulting services on new information technologies currently only have deployed FPT), online content services, IPTV (Internet TV),etc, - In addition, with the Gold Partner of Cisco, FPT Company has CISCO Lab, the past two years has invested about $ 100,000/year for research and development activities and procurement of equipment This is where the testing of new technologies of CISCO, testing technologies as required by the customer and is home to the staff of FPT practice certification exam preparation information technology 2.1.3 Mobilizing input - In 2006, FPT's shares were listed on the Ho Chi Minh City Stock Exchange and became a joint stock company with the largest market capitalization market that time Until the present time the volume of shares in issue was 193,016,930 shares with market capitalization 11,967,050 billion - Behind the growth of FPT in the field of information technology and telecommunications is the power and the collective contribution of staff officers FPT As at in December 2010, the total number of officials and employees of FPT was 13,162 FPT proud of being a large focus group of IT personnel in Vietnam It is the most valuable asset and is the foundation of all successful creation of FPT Besides investment and professional development, FPT aims to train young staff are ready to step well as senior class inheritance, maintenance and development of the Group to the new heights The birth of FPT Leadership Academy is a strategic step in the plan of building FPT workforce management leadership and strong nearby - Arrays education will be a key factor in the convergence strategy of FPT This array will provide human resources to meet the needs of different business areas and help the company grow in the future We forecast revenue of FPT University may grow at an average gross rate of 24.3%/year - FPT effort to master the technology in all areas of operation and has gained thousands of certified international technology corporations valued by leading technology This is a solid foundation, making FPT constantly create added value for customers efficiently and consumers - Develop, enhance the technological level is one of the number one priority of FPT Company for development goals in the coming years Continuing a strategy to increase the level of technology, FPT became gold partner series of large firms such as Cisco, Microsoft, Checkpoint, Oracle,etc, With these successes, FPT Company can boast comparable companies in the area of technology level In recent years, the Company has established a series of high-tech laboratory, staff nominate lot to study and implement the international evidence about information technology Currently, FPT is one of the largest IT companies capable of implementing information technology systems large, complex requires a high level of technology in Vietnam 2.1.4 Distribution - Stand No in Vietnam in the field of distribution of information technology and telecommunications As a member of FPT FPT distribution company has the largest distribution network in Vietnam, with more than 956 agents in 53/64 cities and provinces nationwide, including 396 dealers of IT products information and distribution agent 560 mobile products Professional distribution system, distribution of more than 100 leading technology companies in the world The company is the trusted partner of more than 60 world famous brands such as IBM, Microsoft, HP, Nokia, Toshiba, Oracle, Samsung, Veritas, Computer Associates, Apple, Intel, Symantec, NEC, CA,etc, - According to the Ministry of Information and Communications, the market value of the IT product distribution to about 1.5 billion USD in 2009, of which FPT approximately 40% market share 2.1.5 Service after sale - However, the market offers digital equipment, technology products such as laptops and mobile phones, the warranty policy is always the consumers rated as one of the long-term commitment to quality products Because these are very sensitive product and demands high quality of after-sales service Aware of that, FPT began organizing staff as well as warranty policy more thoroughly, professionally and in a fairly scientific process - Born not long but retail system FPTStore loyal to his principles "offers genuine products of high quality, perfect service and increase the elaborate space aimed Shopping best customer service " In particular, from April 15, FPT Store will increase the warranty period of year to years for all kinds of laptops sold in their system - FPT IS has a network of service centers is based on the standard Cisco Gold Certified Partner Trained and certified by the largest vendors such as Cisco, Microsoft, Oracle, IBM, HP,etc, The center has a team of experienced professionals, dedicated, always ready to solve all requests bridge maintenance and technical support of customers - Currently FPT IS has offices and service centers in provinces technologies, cities, stretches along the territory of Vietnam including Hanoi, Da Nang, Nha Trang, Can Tho, Ho Chi Minh City, Vung Tau, Buon Ma Thuot In the coming time, FPT IS will increase the total number of points provides technology services to 20 cities across the country We are the only unit in Vietnam is ready to serve clients all across the country weekdays 2.2 The activities supported 2.2.1 Construction of infrastructure - FPT believes that its core strength is human FPT, so the company continued to attract, recruit talented young people in every country System administrators open, create many challenges and opportunities coupled with adequate investment in culture FPT now has turned into a place to attract talent This is a big advantage for the assurance of human resources for the company's growth in the coming years Currently FPT offers 26 doctoral, 106 master's, 4.033 engineers and bachelors 2.2.2 Legal services - Using the Legal Services has advised corporations or corporations with negotiating and entering into contracts with organizations and individuals; settlement of disputes arising in the production and business of enterprises; - The legal support services effective in advising the steps now to build projects, production and business plans, facilitate the evaluation process, established 10 procedures for loan applications or complete the documentation of collateral, early access to bank capital (in case needed),etc, 2.2.3 Accounting and Statistics - Activities of the conglomerate accounting treatment and provide information relating to the the operation of the business manager to help decision making for operational business and planning for future matching strategy and business strategy It also provides information for those objects outside the enterprise, to help them make decisions consistent with the objectives which concern them 2.2.4 Research and Development - Develop, enhance the technological level is one of the number one priority of FPT for development goals in the coming years Continuing a strategy to increase the level of technology, FPT became gold partner series of large firms such as Cisco, Microsoft, Checkpoint, Oracle,etc, With this success, the company can boast FPT comparable companies in the area of technology level In recent years, the Company has established a series of high-tech laboratory, staff nominate lot to study and implement the international evidence about information technology Currently, FPT is one of the largest IT companies capable of implementing information technology systems large, complex requires a high level of technology in Vietnam - FPT identify research and development activities is an essential activity, associated with the daily operations of the company, so the company has invested human and financial resources to perform research tasks and development at the company and its affiliates The company, looking for opportunities to expand product, service and technology solutions to new, better, more efficient for customers Assessment the SWOT matrix of FPT Company 3.1 Strengths - Leaders who have the experience, strategic vision The good governance of leadership has created a high growth and stability in recent years Ftel - As a leading company in the field of telecommunications and technology - The advantages of capital, brand, young workforce, qualified - All customers appreciate the quality and get trust - The branch of Ftel has expanded into many provinces and cities nationwide 11 3.2 Weaknesses - The average level of rates higher than the opponent - Brand positioning with premium customers or people wishing to use high (play games, watch movies, download software,etc, ) these objects occupy a large number not - Coverage is limited infrastructure 3.3 Opportunities - Telecommunications market in Vietnam is still much potential for development - Vietnam ranked in the top 20 countries with the pace of development of telecommunications technology and most powerful - Link exchange technology with many corporations, large enterprises around the world - opens many opportunities for collaboration developed world - Expansion to other countries and territories in the region 3.4 Challenges - Have strong competition from rivals especially now the state capital - Increase the coverage of infrastructure Proposed measures 4.1 Actions Customer Care In terms of Ftel customer care, in the future gradually perfect the system of management of customer relationships alone, the system needs additional support features automatic detection and warning of trouble contract or behind schedule,etc, So employees can find solutions quickly as possible With warning systems on Inside color: green - represent a better deal, awaiting execution, yellow - warning had little problems, slow construction, not on schedule, showing the construction contract can not are, need care, dealt with immediately, automatically send email alerts to the staff immediately In addition, a modern system minimizes work for office workers, selfdiscovery and signaling customer's birthday, while using the services of the company,etc, to get the customer care policy best customers Minimizing customer frustration, satisfaction means increased customer will advertise the image of FPT for friends, relatives and customers to be introduced will increase significantly 12 4.2 Actions customer search With strong growth of internet marketing methods that FPT Telecom (hang banners, brochures, decals,etc, ) will gradually outdated, so in the future, the market marketing of FPT should have ways as newer, more relevant In addition, some staff not comply with the rules (mostly collaborators) of Ftel, hanging banners not prescribed places, leaflets rampant affect the company's image So, I think in the future should have the approach new customers: - Connection points - registered agent: FPT needs to find its official agent, every employee will be assigned to each search area locations registered dealers up Internet installation (possibly repair shop, sale of computer, phone shops mobile,etc, ) Care FPT dealers are supporting a number of signs, flash, or hang banners at dealerships Forms sponsored billboards as some companies have done quite successfully (eg Mobifone), by at each dealer repair, selling computers, network equipment,etc, Ftel will sponsor signs ( including a shop again will be the name, trade items, telephone, address,etc, ) in exchange for a more stores will sign her to put information of FPT Telecom (telephone number, name, address only,etc, ) Marketing online: courses needed support to staff knowledge of online marketing to cultivate more professional knowledge Currently the majority of employees in the sales department customer searches according to traditional methods, making marketing (brochures, banners,etc, ) - Broadband Internet in my opinion the main customer segments that the company is hitting young people, high demand entertainment like gaming, watching movies, download documentation, software,etc, Therefore, there should be events hitting objects Social networking is also fertile ground for marketing activities, with advantages on facebook unbounded, FPT is gradually huge attraction The events related to gaming, competitions are held annually, with the support of social promotion will create a sizable attention for FPT 4.3 Increased attention and existing customer care Currently, the customer care department of Ftel working fine but I want to propose a number of activities to improve the efficiency of work for the department With the advantage of holding the entire details of customers are using the service and storage systems, information management is quite modern, finding information is 13 quite simple For a group of software and information technology services in Vietnam as FPT, the management software customer relationship company has very modern, but I propose will have added some additional for this system to fulfill their capabilities - one solution to increase customer loyalty to the company FPT Telecom - Annual birthday gift: a birthday every customer will have department visits (via phone) to add greetings, send mail, or cards to customers who are using the service rather thanks a For customers who use one or more years, to a birthday greeting will call together a gift sent by employees of chargeable (Last month) or I proposed 50% tariff methodology guest birth month enclosed envelopes every birthday - this will be a surprise gift to make a customer feel concern, closeness makes the distance between enterprises and customers closer together Nazis Also, can donate wall calendar in the new year,etc, - Customers using years: For those customers with long term use of (loyalty), in addition to the annual birthday FPT will organize an event "Customer Gratitude Day" - a meeting place between business and customer This festival will be a place to meet, exchange and leadership to thank sincerely to customers who use its services At the venue of the event, will take place the exchange activities (arts, competitions,etc, ), display and sell the products of FPT Group help customers learn more about the latest products and services his service This festival can be celebrated every year on the establishment of FPT (on September 13th) has meant the company's anniversary has created an opportunity for the staff the opportunity to meet, interact with each other - Customers using transmission simultaneously from two or more (have confidence in the quality of the company): in my opinion, for customers using lines or more, the company should have a special concern because they have full confidence in the service of their registration FPT instead add other Internet traffic During work, I also met many cases customers have mentioned problems use a longer line and questions that they have confidence in the quality of the company, used more so there What else is promotional Current answer is "no" and vice versa customers also to agree to use two parallel transmission line (for customers who use more than months, if canceled, the heavier will be compensated when using only one line) In my opinion, the right to agree to the FPT side but should look more sympathetic and 14 welcoming for customers by supporting roaming charges or invite them to join "customer appreciation festival" instead Thanks for having full confidence in FPT Also, in this way will create the desired psychological and continued use of voluntary long-term service to customers rather than impose sanctions (penalties) as of commitment In addition, customer satisfaction should be based on the time of construction, quality of products and services, therefore, some of my suggestions in order to improve customer satisfaction in the construction division, technical support: - Reduced construction time: waiting time for execution usually delivered in about - days, but there are some cases where the execution time can be increased to 3-5 days, leading to long waiting times reduced satisfaction in the company's service offering Therefore, to increase customer satisfaction should reduce construction time more - Maintenance, Troubleshooting: must be carried out quickly - Also equally important is the attitude of construction workers to clients, words, words must be accurate and consistent 15 CONCLUSION FPT company is a leading company in telecommunication technology of Vietnam, has confirmed a solid brand in the domestic market With a clear growth strategy and is implementing the project will accelerate the process of growth and development for future FPT Over a period of work in FPT Telecom, I have matured a lot With a professional working environment, infrastructure systems, modern infrastructure, the additional course knowledge,etc, Ftel are very well equipped for his staff with the tools necessary to be able to the best way In the process of learning and work, unavoidable mistakes, but with the enthusiasm of the staff, colleagues, experience of management levels, have support, help overcome all issues problems that I encountered Environmental work in the sales department is a close environment, friendliness, solidarity, all staff and management levels are devoted to the task, try your best to always achieve the set targets The process of work and dedication here has given me so many changes, changes in thoughts and actions I feel more mature, more confident in communicating with people Working styles should also more professional on from how to dress, walk, to talk The ability to face and resolve the situation encountered in business despite being theoretically guides at school but actually encountered the first time has made me quite embarrassing, awkward But through repeated exposure, solve, I can confidently solve problems encountered quickly and make customers feel more satisfied, at least reduce the annoyance to customers 16 ... increase demand further service, when the Internet environment is becoming more important and user-friendly, accessible when the price issue, the access equipment increased to many On the other... proposed 50% tariff methodology guest birth month enclosed envelopes every birthday - this will be a surprise gift to make a customer feel concern, closeness makes the distance between enterprises... of FPT This array will provide human resources to meet the needs of different business areas and help the company grow in the future We forecast revenue of FPT University may grow at an average