Business strategy of clean rice for the 2016 2020 period the case of vietnamese rice research center vinafood1

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THÀNH PHƢƠNG BUSINESS STRATEGY OF CLEAN RICE FOR THE 2016-2020 PERIOD: THE CASE OF VIETNAMESE RICE RESEARCH CENTERVINAFOOD1 CHIẾN LƢỢC KINH DOANH GẠO SẠCH GIAI ĐOẠN 2016-2020: TRƯỜNG HỢP TRUNG TÂM NGHIÊN CỨU GẠO VIỆT – VINAFOOD1 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội – 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THÀNH PHƢƠNG BUSINESS STRATEGY OF CLEAN RICE FOR THE 2016-2020 PERIOD: THE CASE OF VIETNAMESE RICE RESEARCH CENTERVINAFOOD1 CHIẾN LƢỢC KINH DOANH GẠO SẠCH GIAI ĐOẠN 2016-2020: TRƯỜNG HỢP TRUNG TÂM NGHIÊN CỨU GẠO VIỆT – VINAFOOD1 Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: TS NGÔ VI DŨNG Hà Nội – 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula,and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Hanoi, October 29th, 2017 ACKNOWLEDGEMENT I have gained huge knowledge, skill and insights from my MBA course The course raises my capacity of administration and management up to the next level I am now very confident in my position of management I would like to extend my sincerest thanks and appreciation to all those who have made this Thesis to be possible I woud like to express my great gratitude to my supervisor,Assist.Prof.Dr Ngô Vi Dũng, for him useful comments, remarks and engagement during my process of doing this master thesis I would also like to thank the leaders and staff of Vietnam Rice Research and Development Center – Vinafood who enthusiastically participated in the survey and provided me with valuable advice and comments during my thesis completion Sincere thanks are extended to the Faculty of International Training - Vietnam National University, Hanoi for equipping me with huge knowledge and skills through various interesting and practical subjects I also would like to thanks my classmates for their friendship and reciprocal encouragement to make our class time to be unforgettable time Lastly, I would like to give my great thanks to my wife, my kids, and my family who always standby me during the past two years and encourages me to keep moving from the beginning of my study Hanoi, October 29th, 2017 Student Nguyễn Thành Phƣơng Business Strategy for Clean Rice in the stage of 2016-2020: The Case of Vietnam Rice Research and Development Center – Vinafood 1 Summary of the results The thesis has systematized theories and studies on business strategy for rice products from related studies and proposed the process of developing strategies for developing clean rice products at Vietnam Rice Research and Development Center Vinafood including identifying objectives, analyzing internal, external and sectorial environment, setting up Internal Factor Evaluation and External Factor Evaluation That way, the author built the business strategy for clean rice products of the center using SWOT matrix, QSPM and found out the opportunities and challenges such as the strong development of technology of clean rice production in the world, strong current competitors with advantages in capital, technology, human resources and experience in the market which created many challenges and threats for the business activities of the center; or the strengths and weaknesses such as the ensurance of quality management standards, failure to meet customer needs of retail stores This helped select the optimal strategy for clean rice trading of the center, helping Vietnam Rice Research and Development Center Vinafood improve its business efficiency and maximize its the profits Applicability in practice The strategies proposed in the study will have a high applicability in practice since they were drawn from specific strengths and weaknesses of the enterprise and results of the survey with experts and managers Moreover, the opportunities and challenges were also analyzed in line with the market situation and technology development of the economy in the country and in the world In addition, the basis for proposing strategies was stable with a full process of building contents Further research orientations In order to complete this study, it is possible to add important elements in the process of building the internal and external matrix of the enterprise in order to increase the possibility of developing and proposing strategies TABLE OF CONTENTS TABLE OF CONTENTS i LIST OF TABLES iv LIST OF FIGURES AND CHARTS v ABBREVIATION vi INTRODUCTION 1 Rationale of the study Research overview Research objectives 3.1 Overall objective 3.2 Specific objectives 4 Research object 5 Research scope Thesis structure CHAPTER 1: THEORETICAL FRAMEWORK 1.1 Basic concepts 1.1.1 Concept of clean rice 1.1.2 Concept of business strategy for clean rice 1.1.3 Possible business strategies for clean rice 1.2 Process of building business strategy for clean rice 1.2.1Selecting and building strategic targets 1.2.2 Analyzing strategies 10 1.2.3 Building strategic options 16 1.2.4 Selecting strategies 18 1.2.5 Organizing conditions for strategy execution 19 1.3 Experience in implementing business strategies of some rice trading enterprises 20 1.3.1 Experience of Vinh Long Cereal and Food Import Export Corporation (Vinh Long Food)20 1.3.2 Experience of An Giang Import-Export Company (Angimex) 21 1.3.3 Experience lesson for Vinafood 21 CHAPTER 2: RESEARCH METHODS 23 2.1 Research procedure 23 2.2 Data collection methods 24 2.3 Data analysis methods 28 i CHAPTER 3: STRATEGIC ANALYSES OF CLEAN RICE TRADING OF VIETNAM RICE RESEARCH AND DEVELOPMENT CENTER – VINAFOOD 30 3.1 Introduction of Vietnam Rice Research and Development Center – Vinafood 30 3.1.1 History of foundation and development of Vietnam Rice Research and Development Center – Vinafood 30 3.1.2 Organizational structure of the center 30 3.1.3 Business sectors 30 3.1.4 Annual rice sales of the center 31 3.2 Analysis of clean rice business environment of Vietnam Rice Research and Development Center – Vinafood 33 3.2.1 Analysis of macro environment 33 3.2.2 Analysis of micro environment 37 3.2.3 Analysis of internal environment of the enterprise 46 CHAPTER 4: BUILDING BUSINESS STRATEGY FOR CLEAN RICE FOR THE VIETNAM RICE RESEARCH AND DEVELOPMENT CENTER - VNF1 TO 2020 55 4.1 Vision, mission, duties and strategic objectives of Vietnam Rice Research and Development Center – Vinafood 55 4.2 Formation and selection of business strategy for clean rice at Vietnam Rice Research and Development Center – Vinafood 56 4.2.1 Formation of strategy through the analysis of SWOT Matrix 56 4.2.2 Selection of clean rice trading strategies for Vietnam Rice Research and Development Center – Vinafood by QSPM 60 4.3 Solutions to implement selected strategies 69 4.3.1 Solutions to implement the forward integration strategy 69 4.3.2 Solution to implement product differentiation strategy 71 4.3.3 Solutions to implement the market development strategy 75 4.3.4 Solutions to implement the backward integration strategy 79 4.4 Recommendations 79 4.4.1 To the State 79 4.4.2 To the Ministry of Agriculture and Rural Development 80 CONCLUSION 81 REFERENCES 82 APPENDICES 83 Appendix 1: List of survey experts 83 ii Appendix 2: Outline of group discussion 84 Appendix 03: Questionnaire 87 Phụ lục 02: Dàn thảo luận nhóm 89 Phụ lục 03: Phiếu khảo sát 92 iii - First, upgrade and repair the existing fleet to meet national and international safety standards in shipping;do not use unsafe ships - Second, purchase some modern and good quality ships for shipments of long distance and large quantity;However, the upgraded or repaired ships can be used for shipments of short distance and small quantity - Third, invest in constructing and and improving the port system as well as the modern loading and unloading means with high capacity to both release the goods quickly and reduce costs 4.4.2 To the Ministry of Agriculture and Rural Development - Prioritize the formation of gene fund of high-quality rice seedsfor export which are selected from the best quality rice varieties and local aromatic varieties - It is necessary to create distinctive and unique varieties of the country; increase productivity and improve the quality of traditional varieties; select and multiply some traditional specialties for export - Create a network of multiplying suitable rice seeds to regularly replace the hybrid and degraded varieties;specialize and modernize theseed multiplicationwith modern means and techniques - Research and import the most famous aromatic rice varieties in the world and domesticatethem to suit the production conditions in Vietnam in order to produce special kinds of rice for themarket with high requirements 80 CONCLUSION Clean and high quality rice has become one of the key food items of Vietnam in the past few years and has maintained a sustanable position in the world market In addition to the efforts of all levels, the attempts of enterprises participating in the process of supplying clean rice in the market such as Vietnam Rice Research and Development Center – Vinafood was undeniable Currently, the trading of clean rice Vietnam Rice Research and Development Center – Vinafood had opportunities from many sides but also facednumerousthreats Therefore, in order to take advantage of the opportunities as well as overcome the threats, the enterprise needs to have long-term strategies Within the scope of the study, the author systematized the theoretical framework on business strategy for clean rice and the steps of building business strategy for clean rice trading enterprises In chapter of the thesis, the author focused on evaluating internal environment, macro environment and micro environment and their impacts on the supply of clean rice of Vietnam Rice Research and Development Center – Vinafood The author aslo analyzed matrices of internal factorsand external factors to demonstrate the strengths, weaknesses, opportunities and threats in the business activities of the center From the mentioned contents, in Chapter 4, the author analyzed the SWOT matrix to develop strategies and analyzes the QSPM matrix to select the optimal strategy for the trading of clean rice of the center, helpingVietnam Rice Research and Development Center – Vinafood improve the efficiency of clean rice trading to maximize the profis of the center With the selected strategies, the author proposed solutions to carry out these strategies Finally, to ensure the high feasibility of the proposed strategy, the thesis proposed a number of recommendations to the State and related departments to improve the position of Vietnam Rice Research and Development Center – Vinafood in the market of clean rice supply in the country and in other countries 81 REFERENCES Bao Yen (2015), Strategy of building clean rice brand name for Ninh Binh Seed Plants and Livestock Joint Stock Corporation, Ninh Binh Economic Newspaper No 67 Trinh Thi Thanh Thuy (2008), Studying and proposing solutions to develop clean food tradingwhen Vietnam is a member of the World Trade Organization, Research article Peter Durman (2003), Development of a clean food and water environmental policy in a third world city, Journal of Rural and Remote Environmental Health 2(1): 20-22 (2003) United States Department of Agriculture (2005), Guidance for School Food Authorities: Developing a School Food Safety Program Based on the Process Approach to HACCP Principles, http://fsis.usda.gov/OA/pubs/haccpkit.htm, accessed 20/Oct/05 Le Xuan Tao (2013), Rice export in the Mekong Delta when Vietnam is a member of the WTO, Doctoral Thesis Nguyen Chi Trung (2007), Impacts of international economic integration on production, processing and consumption of some agricultural products in Vietnam: Research on tea, coffeeand cashew, National Political Publishing House, Hanoi Huynh Van Thon (2014), Large field model –The Breakthrough in rice production of An Giang Plant Protection Joint Stock Company, Journal of Economics and Society, June, 2014 Nguyen Cong Thanh (2011), Referring to the rice export strategy of Thailand, Saigon Times dated 24 February, 2011 Alfred Chandler (2013), Strategy and Structure, Cambridge: M.I.T Press 10 James B.Quynn (2014), The strategy process, Science and Technics Publishing House 11 William F.Glueck (2013), Business Policy and Strategic Management, McGraw- Hill Companies 12 Nguyen Ngoc De (2012), Rice production and impact of climate change in the Mekong Delta, Ho Chi Minh City General Publishing House 13 Thomas L Wheelen & J David H., (2002),Concepts of strategic management, Statistical Publishing House 14 Micheal E.Porter (1996), Competitive strategy, Science and Technics Publishing House 15 Dao Duy Huan(2015),Strategic management, Science and Technics Publishing House 82 16 Le Thi Ngoc Mai (2013), Analysis of the supply and consumption of commercial rice at retail stores in Ninh Kieu District - Can Tho City, The Economic JournalNo 38 17 Fred David (2006), Concepts of strategic management, Statistical Publishing House 18 Nguyen Thi Lien Diep (2006), Business strategy and policy, Labour and Social Publishing House APPENDICES Appendix 1: List of survey experts 83 STT Họ tên Chức danh Số điện thoại BAN GIÁM ĐỐC Nguyễn Xuân Hồng Giám đốc TT 0913048713 Lục Văn Anh Phó giám đốc 0902058885 Nguyễn Thị Hồi Thu Phó giám đốc 0904596989 BỘ PHẬN KẾ TỐN - VĂN PHỊNG Nguyễn Hà Tuyên Kế toán trưởng 0946539898 Bùi Thị Thu Hiền Kế tốn 0915389286 Nguyễn Thị Bích Vân Tổ chức Hành 0964945466 BỘ PHẬN SẢN XUẤT - QUẢN LÝ CHẤT LƢỢNG Đỗ Anh Tuấn Trưởng BP 0904555915 Hoàng Thị Mai Liên Chuyên viên - Quản lý Hợp đồng 0903476558 Nguyễn Hoàng Minh Nhân viên Xuất nhập hàng 0983416426 BỘ PHẬN KINH DOANH XUẤT NHẬP KHẨU 10 Nguyễn Thị Thùy Trang Trưởng phận 0983528885 11 Cao Thị Thanh Hiếu Nhân viên Kinh doanh 0906171166 12 Nguyễn Bá Lộc Nhân viên Kinh doanh 0916933669 BỘ PHẬN KINH DOANH THƢƠNG HIỆU 13 Phạm Thanh Hạt Trưởng phận 0966689039 14 Nguyễn Ngọc Khánh Linh Trợ lý Marketing 01236626969 15 Phan Thu Thủy Trợ lý Kinh doanh 01647894555 16 Nguyễn lê hải Trưởng kênh GT 0915568366 17 Nguyễn Thành Tuấn Nhân viên Kinh doanh 0963196423 18 Nguyễn Anh Dũng Nhân viên Kinh doanh 0919830492 19 Lục Duy Khiên Nhân viên Kinh doanh 01669288931 20 Nguyễn Thị Bích Trưởng kênh Vin+ 0962544228 21 Khúc Thị Yến Bán hàng online 0985032313 22 Trần Anh Tuấn Marketing 0985271618 Appendix 2: Outline of group discussion INTRODUCTION 84 Dear sirs/ madams, My name is Nguyen Thanh Phuong, a master candidate of Ha Noi School of Business(HSB) –Vietnam National University (VNU) I am conducting a research entitled "Business Strategy for Clean Rice in the stage of 2016-2020: The Case of Vietnam Rice Research Center – Vinafood 1" First of all, thank you very much for taking the time to discuss this topic In this discussion, there will be no right/ wrong viewpoints and all viewpoints will be useful information This information will not only contribute to the success of the research but also contribute to the improvement of services of Imart supermarket chain Your commentswill be a valuable resource for my research DISCUSSION CONTENTS In your own experience and opinion, you think that the following factors will affect the center's business strategy for clean rice? What is the significancelevel of each factor? Why? Are the contents of the questionnaire relevant and easy to understand? If not, how should they be edited? Should they be removed or supplemented with items? External factors Opinion on Opinion on revised and level of added items significance Gross National Product GDP and per capita income increase rapidly The Government is interested in the implementation of the "four -subject" model The amount of high quality materials offered under contracts is very low The strong development of clean rice production technology in the world The investing budget for applying technology in producing and trading high quality rice is very large Competitors are strong with advantages in capital, technology, human resources, experience, etc The State has issued many policies to support 85 and promote agricultural development A lot of alternative products have been produced and supplied in the market Rice is primary and indispensable food in daily life 10 Budget for consumption is limited 11 12 The status of the center has been gradually recognized in the hearts of consumers The center has not completely controlled the quality of input materials 13 14 15 16 Internal factors Opinion on Opinion on revised and level of added items significance Changes in the quantity and quality of human resources Professionalism in recruitment with the participation of experienced professionals Level of human resources, number of trained workers The increase in the remuneration for employees at the center Quality of recruitment Salary policy Procedure of rice production under HACCP standard The contribution of research and development of clean rice Establish a specialized unit responsible for 86 research and development The investment in expansion of distribution 10 system The meeting of market demand of the retail 11 chain of the center 12 13 14 15 16 In your opinion, are there any other factors affecting the business strategy for clean rice of the center in addition to the above factors? What is the level of significance? Why? Other comments: INFORMATION OF DISCUSSION PARTICIPANTS Name: Address: Phone number: Thank you for your contributive comments Appendix 03: Questionnaire Dear sirs/ madams, I am conducting a research on"Business strategy for clean rice in the stage of 20162020: The case of Vietnam Rice Research and Development Center – Vinafood 1" Please spend some of your precious time helping me answer the following questions It should be noted that there will be no right or wrong viewpoints All of your opinions will be valuable for my study and the enterpises trading clean rice We look forward to receiving your cooperation I MAIN CONTENTS Please mark your opinions with the following contents: 87 - In terms of the significance of factors: Please write 0- Not important, 1Important - In terms of the level of enterprises’ reaction toward these factors: Please select the reaction level ranging from 1-4, with is the least level and is the greatest level External factors Significance Reaction level Gross National Product GDP and per capita income increase rapidly The Governmentis interested in the implementation of the "four -subject" model The amount of high quality materials offered under contractsis very low The strong development of clean rice production technology in the world The investing budget for applying technology in producing and trading high quality rice is very large Competitors are strong with advantages in capital, technology, human resources, experience, etc The State has issued many policies to support and promote agricultural development A lot of alternative products have been produced and supplied in the market Rice is primary and indispensable food in daily life 10 Budget for consumption is limited 11 Consumers are increasingly interested in prestige and brandname of the enterprise 12 It is difficult to control the quality of input materials 13 14 The demand for using safe and high quality rice products is increasing Consumers have not had the habit of choosing products based on clean and safe criteria Internal factors Significance Reaction level 88 Changes in the quantity and quality of human resources Professionalism in recruitment with the participation of experienced professionals Level of human resources, number of trained workers The increase in the remuneration for employees at the center Quality of recruitment Salary policy 10 11 II Procedure of rice production according to HACCP standard The contribution of research and development of clean rice Establish a specialized unit responsible for research and development The increase, expansion of distribution system of clean rice products through agents and retail stores The meeting ofmarket demand of the retail chain of the center PERSONAL INFORMATION Workplace: ……………………………………………………………………… Working experience: …………… years Proposals to develop clean rice trading at the center: ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… Phụ lục 02: Dàn thảo luận nhóm GIỚI THIỆU 89 Xin chào quý anh chị Tôi tên Nguyễn Thành Phương, học viên cao học Khoa Quản trị Kinh doanh (HSB) - Đại học Quốc Gia Hà Nội (VNU), thực nghiên cứu "Chiến lược kinh doanh gạo giai đoạn 2016-2020: Trường hợp trung tâm nghiên cứu gạo Việt – Vinafood1" Đầu tiên, cảm ơn Anh Chị dành thời gian để thảo luận đề tài Trong thảo luận khơng có quan điểm đúng/sai, mà tất thơng tin hữu ích; khơng đóng góp cho thành cơng nghiên cứu, mà cịn góp phần giúp cho chuỗi siêu thị Imart phục vụ khách hàng ngày tốt Những ý kiến địng góp q anh/chị tư liệu quý báu cho nghiên cứu NỘI DUNG THẢO LUẬN Với kinh nghiệm ý kiến cá nhân, Anh/Chị có cho yếu tố sau có ảnh hưởng đến chiến lược kinh doanh sản phẩm gạo đơn vị hay không? Mức độ quan trọng yếu tố theo đánh giá Anh/Chị nào? Vì sao? Nội dung mục hỏi có phù hợp dễ hiểu khơng? Nếu khơng nên chỉnh sửa nào, cần loại bỏ hay thêm mục hỏi hay khơng? Yếu tố bên ngồi Ý kiến điều Ý kiến mức chỉnh, bổ sung quan trọng Tổ ng sản phẩ m quố c dân GDP và thu nhâ ̣p biǹ h quân đầ u người tăng nhanh Chỉnh phủ quan tâm triển khai thực mơ hình liên kết "bốn nhà" Tỷ lệ nguyên liệu chất lượng cao cung cấp theo hơ ̣p đồ ng rấ t thấ p Sự phát triể n ma ̣nh mẽ của nề n tảng công nghê ̣ sản xuất gạo giới Kinh phí đầ u tư ứng du ̣ng công nghê ̣ sản xuấ t kinh doanh ga ̣o chấ t lươ ̣ng cao rấ t lớn Đối thủ cạnh tranh mạnh với lợi nguồn vố n ,công nghê ̣, nhân lực, KN Nhà nước ban hành nhiều sách hỗ trợ, thúc đẩy phát triển nông nghiệp Nhiều sản phẩm thay thế sản xuất 90 cung ứng thị trường Sản phẩm gạo lương thực chủ yếu thiếu đời sống hàng ngày 10 Ngân sách chi cho tiêu dùng hạn hẹp 11 12 Vị trung tâm đã dầ n khẳ ng đinh ̣ lòng người tiêu dùng Trung tâm chưa kiểm sốt hồn tồn ngun liệu đầu vào 13 14 15 16 Yếu tố bên Ý kiến điều Ý kiến mức chỉnh, bổ sung quan trọng Sự thay đổi số lượng chất lượng nguồn nhân lực Sự chun nghiệp hóa cơng tác tuyển dụng với tham gia chuyên gia giàu kinh nghiệm Trình độ nguồn nhân lực, số lượng lao động đào tạo Sự tăng lên chế độ đãi ngộ người lao động trung tâm Chất lượng cơng tác tuyển dụng Chính sách tiền lương Quy trình sản xuất gạo theo tiêu chuẩn HACCP Những đóng góp cơng tác nghiên cứu phát triển sản phẩm gạo Thành lập phận chuyên trách đảm nhận công tác nghiên cứu phát triển 10 Đầu tư mở rộng hệ thống phân phối 11 Sự đáp ứng nhu cầu thị trường chuỗi cửa 91 hàng bán lẻ trung tâm 12 13 14 15 16 Theo Anh/Chị, yếu tố cịn có yếu tố khác ảnh hưởng đến chiến lược kinh doanh sản phẩm gạo đơn vị hay không? Mức độ quan trọng nào? Vì sao? Ý kiến đóng góp khác: THÔNG TIN NGƢỜI THAM GIA THẢO LUẬN Tên người tham gia: Địa chỉ: Số điện thoại: Xin chân thành cám ơn ý kiến đóng góp quý anh/chị Phụ lục 03: Phiếu khảo sát Xin chào anh/chị, nghiên cứu "Chiến lược kinh doanh gạo giai đoạn 2016-2020: Trường hợp trung tâm nghiên cứu gạo Việt – Vinafood1" Kính mong anh/chị dành thời gian để trả lời cho số câu hỏi sau Xin lưu ý với anh/chị khơng có quan điểm sai hay đúng, tất ý kiến anh/chị có giá trị cho nghiên cứu chúng tơi đơn vị kinh doanh sản phẩm gạo sạch, mong nhận cộng tác chân thành anh/chị I PHẦN NỘI DUNG CHÍNH Xin vui lịng cho ý kiến đánh giá Anh/Chị với nội dung sau: - Về tầm quan trọng yếu tố: Vui lịng điền 0- Khơng quan trọng, 1- Quan trọng - Về mức độ phản ứng doanh nghiệp với yếu tố này: Vui lòng điền mức độ phản ứng từ 1-4, với mức phản ứng nhất, mức phản ứng tốt 92 Yếu tố bên Tầm quan Mức độ phản trọng ứng Tầm quan Mức độ phản trọng ứng Tổ ng sản phẩ m quố c dân GDP và thu nhâ ̣p bình quân đầ u người tăng nhanh Chỉnh phủ quan tâm triển khai thực mơ hình liên kết "bốn nhà" Tỷ lệ nguyên liệu chất lượng cao cung cấp theo hơ ̣p đồ ng rấ t thấ p Sự phát triể n ma ̣nh mẽ của nề n tảng công nghê ̣ sản xuấ t gạo giới Kinh phí đầ u tư ứng du ̣ng công nghê ̣ sản xuấ t kinh doanh ga ̣o chấ t lươ ̣ng cao rấ t lớn Đối thủ cạnh tranh mạnh với lợi nguồn vốn ,công nghê ̣, nhân lực, KN Nhà nước ban hành nhiều sách hỗ trợ, thúc đẩ y phát triể n nông nghiê ̣p Nhiều sản phẩm thay thế sản xuất cung ứng thị trường Sản phẩm gạo lương thực chủ yếu thiếu đời sống hàng ngày 10 Ngân sách chi cho tiêu dùng hạn hẹp 11 12 13 14 Người tiêu dùng ngày quan tâm đến uy tín, thương hiệu doanh nghiệp Nguồn ngun liệu đầu vào khó kiểm sốt chất lượng Nhu cầu sử dụng sản phẩ m gạo an toàn , chất lượng cao ngày nhiều Người tiêu dùng chưa có thói quen lựa cho ̣n sản phẩ m theo tiêu chí sa ̣ch và an toàn Yếu tố bên Sự thay đổi số lượng chất lượng nguồn nhân 93 lực Sự chun nghiệp hóa cơng tác tuyển dụng với tham gia chuyên gia giàu kinh nghiệm Trình độ nguồn nhân lực, số lượng lao động đào tạo Sự tăng lên chế độ đãi ngộ người lao động trung tâm Chất lượng cơng tác tuyển dụng Chính sách tiền lương Quy trình sản xuất gạo theo tiêu chuẩn HACCP 10 11 Những đóng góp cơng tác nghiên cứu phát triển sản phẩm gạo Thành lập phận chuyên trách đảm nhận công tác nghiên cứu phát triển Sự tăng lên, mở rộng hệ thống phân phối sản phẩm gạo qua đại lý cửa hàng bán lẻ Sự đáp ứng nhu cầu thị trường chuỗi cửa hàng bán lẻ trung tâm II PHẦN THÔNG TIN CÁ NHÂN Nơi làm việc: ……………………………………………………………………… Kinh nghiệm công tác:…………………………………………………………năm Đề xuất cá nhân chiến lược phát triển sản phẩm gạo Trung tâm: ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… 94 ... NGUYỄN THÀNH PHƢƠNG BUSINESS STRATEGY OF CLEAN RICE FOR THE 2016- 2020 PERIOD: THE CASE OF VIETNAMESE RICE RESEARCH CENTERVINAFOOD1 CHIẾN LƢỢC KINH DOANH GẠO SẠCH GIAI ĐOẠN 2016- 2020: TRƯỜNG HỢP... select the topic "Business Strategy forClean Rice in the stage of 2016- 2020: The Case of Vietnam Rice Research and Development Center – Vinafood1" for his graduation thesis as well as for serving his... 2011) 1.1.2 Concept of business strategy for clean rice The author approached the concept of business strategy for clean rice through the concepts of strategy and business strategy as follows: