Xây dựng chiến lược phát triển kinh doanh trường mầm non tư thục bông cải xanh​

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THANH LOAN BUILDING THE BUSINESS DEVELOPMENT STRATEGY FOR BROCCOLI KINDERGARTEN XÂY DỰNG CHIẾN LƯỢC PHÁT TRIỂN KINH DOANH TRƯỜNG MẦM NON TƯ THỤC BÔNG CẢI XANH LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2020 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN THANH LOAN BUILDING THE BUSINESS DEVELOPMENT STRATEGY FOR BROCCOLI KINDERGARTEN XÂY DỰNG CHIẾN LƯỢC PHÁT TRIỂN KINH DOANH TRƯỜNG MẦM NON TƯ THỤC BÔNG CẢI XANH Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS HỒNG ĐÌNH PHI HÀ NỘI - 2020 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 the laws for above-mentioned declaration Date: August 10, 2020 i ACKNOWLEDGEMENT I would like to send my most sincere thanks to all the professors of HSB-MBA program, especially the Assor Prof Dr Hoang Dinh Phi - my supervisor I would also like to express my deep thanks to the teachers and aunts who are active in the field of preschool education for giving me useful advice and guidance for me to complete the thesis My family and friends are the people who have always encouraged, encouraged and created conditions for me to have time to study, learn and explore in researching my thesis topic I sincerely thank you! Ha noi, August 10, 2020 Nguyen Thanh Loan ii TABLE OF CONTENTS DECLARATION ACKNOWLEDGEMENT TABLE OF CONTENTS LIST OF TABLES INTRODUCTION Rationale Literature review Research objectives Research object Research scope Research methods Thesis structure CHAPTER THEORETICAL BACKGROUND 1.1 New business development strategy 1.1.1 Enterprise concept 1.1.2.Definition of business strategy: 1.1.3.Features of business strategy: 1.1.4 Business strategy classification: 1.1.5 Basic strategic levels: 1.1.6.Building a new business strategy: 1.2 The concept of preschool education activities: 1.3 Waldorf Steiner educational method: Conclusion of chapter 1: CHAPTER BUILDING A BUSINESS STRATEGY FOR BROCCOLI KINDERGARTEN 2.1 General socio-economic situation 2.2 Market demand 2.3 Evaluation of strategic choice: 2.4 Introduce about the company 2.4.1 Business areas iii 2.4.2 Vision, mission, business philosophy of the company 22 2.4.3 Customers 22 2.4.4 Business type 23 2.4.5 Description of company activities 23 2.4.6 The school's educational method: 23 CHAPTER DESCRIPTION OF PRODUCT - EDUCATION, CARE PROGRAM 28 3.1 Description of the educational program: 28 3.2 Description of the care program: 35 3.2.1 Children's daily rhythm: 35 3.2.2 Food 36 3.2.3 Clothing 37 3.2.4 Health 38 3.2.5 Festival: 39 3.2.6 Birthday party: 40 3.2.7 Pick up and drop off children 40 3.2.8 Morning pick up 40 3.2.9 Child pay time 40 3.2.10 Time and study 41 3.2.11 Evenings with parents 41 3.2.12 Interview teachers and parents 41 3.2.13 Electronic media and children 41 3.2.14 Discipline: 42 3.2.18 Before and after school care programs 43 3.2.16 Special events 43 3.2.17 Social activities and spring fair 43 3.2.18 Transport 44 3.2.19 Loan reference books or books / supplies 44 3.2.20 Community education 44 3.2.21 School Publications & Announcements 44 3.2.22 Communication 45 iv 3.2.23 Complaint Handling and Complaint Procedures for Staff and Parents 45 3.2.24 School organization 45 3.2.25 The last Playgroup clubs for children under years old: 46 CHAPTER 4: BUILDING BROCCOLI KINDERGARTEN’s FUNCTIONAL STRATEGY 47 4.1 Marketing strategy 47 4.1.1 Target customer characteristics 47 4.1.2 Solutions to meet customer expectations: 47 4.2 Product strategy: 51 4.2.1 Product strategy: 51 4.2.2 Business location: 52 4.2.3 Initial equipment: 53 4.2.4 Daily raw material costs: 54 4.3 Communication strategy: 54 4.4 Sale strategy: 57 4.4.1 Sales process: 57 4.4.2 Revenue allocation: 57 4.5 Human resource strategy: 58 4.5.1 HR policies: 58 4.5.2 Company recruitment plan: 61 4.5.3 Salary and bonus regime for employees: 64 4.6 Financial strategy: 67 4.6.1 Estimated initial cost 67 4.6.2 Operating Cost 68 4.6.3 Loans caculation 68 4.6.4 Straight-line depreciation calculation 68 4.6.5 Expected loss/profit 69 4.6.6 Cash flow statement and investment opinion: 69 4.6.7 Risk management: 70 4.6.8 Implementation schedule plan: 70 CONCLUSION, LIMITATION AND IMPLICATION 72 v Conclusion 72 Limitations 73 Implications 73 REFERENCES 75 APPENDIX1 vi LIST OF TABLES Table 1.1 Determining the gap of the market 12 Table 2.1 Business goals in the period of 2021 - 2025 27 Table 3.1 Main Subject 31 Table 4.1 Solutions to meet customer expectations 50 Table 4.2 Communication campaign implementation plan 54 Table 4.3 Price policy 57 Table 4.4 The calculation of monthly salary and bonus expenses 65 Table 4.5 Daily raw material costsay 66 Table 4.6 Initial investment costs 67 Table 4.7 Operating Cost 68 vii INTRODUCTION Rationale We are living in an age of extremely strong material development, besides the conveniences brought about by these substances, there are more and more disadvantages to the spiritual life of families and children Children are "attacked" by too many things from the hasty lifestyle, the market A growing number of problems are occurring with children: difficulty eating, difficulty sleeping, aggression, irritability, paleness, weakness, inactivity, withdrawal from communication, slow speech, lack of concentration, hyperactivity, autism, depression, … Family is still the biggest cradle in the formation of a child's personality The cooperation between the family and the school will create a good effect in the care and fostering of the child's personality So we need to create children to live in a safe, happy environment and grow up healthy, confident, loving and trusting in the world around them In today's busy life, creating a child such an environment is not easy to After implementing Resolution 15 / QH12 of the National Assembly and Resolution 19 / NQ-CP of the Government, Ha Dong was an administrative unit directly under Hanoi from August 1, 2008 Up to now, the district has 17 administrative units of the ward, the population of over 319 thousand people is distributed in 250 residential groups with more than 86,114 households, population density is nearly 6,602 people / km2 Ha Dong is a district with rapid urbanization rate with roads, urban areas, high-rise apartment buildings, industrial clusters, points, commercial and service centers built to contribute to promoting the county's economy and society are increasingly developed Currently, Ha Dong District has 43 public kindergartens + 26 private kindergartens + private kindergartens The need for really quality, child-oriented environments, taking care of and nurturing them to promote their imagination, thinking ability and love are always standing Especially in Ha Dong where population growth rate, especially young population, young households with small children when projects are continuously handed over and land fund for development in Ha Dong District is quite large Young families with an average income or higher, they not have much time to care for and teach their children due to busy life But these are also families who are always willing to invest in child care education, they always want their children to be happy, healthy and loved children; want children to develop naturally, love nature, plants and animals; want children to know how to love, understand, share; want children to love -Within the scope of a graduation master thesis in business administration and due to limited ability and experience, the thesis still had a lot of shortcomings and limitations Thus, the author wished to receive comments from teachers, scientists, managers in the education sector so that the thesis could be more complete and get better results in both theory and practice Limitations -The study still has some limitations that need to be improved in further studies The specific limitations were as follows: -Firstly, this research only focuses on analyzing the contents related to Steiner educational philosophy to build a viable business plan for the school There have not been careful analysis of other educational models and philosophies in their comparison with Steiner -Secondly, some cost and price estimates are not really close to reality, especially in Marketing and Communication However, in the implementation process, it will be recalculated to ensure approximate reality -Thirdly, the time and scale of the research, the administration processes and training programs are not detailed in the scope of the study The author will need to add this array before implementing the actual project - Fourth, the topic has not analyzed the risk as well as performed some forecasting works Implications a Qualitative socio-economic benefits: - Contribution to the budget: VAT on the purchase of machinery, land tax, corporate income tax and other fees from the project contribute to the increase in the state budget -To meet the needs and improve living standards of the population: Kindergartens create conditions for working parents, feel more secure in the quality of child rearing, education quality, and food hygiene Contributing to increase the income of people inside and outside Ha Dong area -Increase the number of employed workers: When the school opens, there will be many vacancies: babysitter, nanny, security guard, kitchen, construction workers create favorable conditions for workers to have jobs work, increase income, stabilize life, with the number of additional project jobs = 15 employees, create an average income increase of million per month for employees -Promote other industries to develop: food, construction, education 73 -The project contributes to meeting the implementation of the goals in the socioeconomic development plan of Hanoi in general and the Ha Dong region in particular -The project has a positive impact on the social environment around the area Thanks to the kindergarten, children in the age group are cared for and educated according to high quality standards, meeting the needs of families Children are taken care of and learn in a healthy and modern environment, their parents have more time and peace of mind to work, not only achieving high efficiency at work but also can be interested in Other issues in society such as helping the poor and people in difficult circumstances -Create the power to spread from school to community to popularize educational ideology, direct the community to pay more attention to children, through communityoriented projects: green environmental protection projects, garbage collection / separation projects, child protection propaganda projects, -Link with other schools in the region to jointly develop projects for the community b Natural environment -The project does not affect the natural environment, because it is a kindergarten, so the source of wastewater and domestic waste is negligible In addition, the wastewater source has a drainage pipe connected to the city's wastewater system, there is no phenomenon of wastewater spreading to the surrounding areas, affecting the lives of people around the area -In addition, the school also builds a playground for the children, grows a lot of trees to help keep the atmosphere around the school fresh and cool, ensuring children's health 74 REFERENCES Aeppli, W (2001) The developing child Great Barrington, MA: Anthroposophic Press Akbar, Y.K et al (2019) Property business development strategy with business model Canvas Brown, K.C., Squires, J., Connors-Tadros, L., Horowitz, M (2014), “Preparing Principals to Support Early Childhood Teachers”, CEELO Childs, G (1991) Steiner education Edinburgh: Floris Books Dahlin, B (2017) Rudolf Steiner The relevance of Waldorf education Berlin Springer Dang Quoc Bao (2000), Basic issues of educational management, School of Educational Managers, Hanoi David, F.R (2015) Managing strategy and situations HCMC Economic Publisher Davies, B., Ellison, L (2005), School Management in the 21st Century, Translation by Nguyen Trong Tan, Hanoi Pedagogical University Publisher Diep, N.T.L & Nam, P.V (2006) Business strategy and policy Social Labor Publisher 10 Harvard Business School Press (2007) Effective business strategy First New & HCMC General Publisher 11 Janni Nicol (2016) Bringing the Steiner Waldorf Approach to your Early years practice 12 Khoi, N.K & Phuong, D.T.T.T.(2007) Strategic management Thong Ke Publisher 13 Linda Poud (2012) How children learn Form Montessori to Vygotsky - educational theories and approach made easy 14 Ministry of Education and Training (2008) Regulation "Organization and operation of the pre-primary schools", issued together with Decision No 41/2008 / QD / BGDĐT dated 25/7/2008 15 Ministry of Education and Training (2014) Workshop on "Private group management, independent private senior class", held in Ho Chi Minh City on 27/2/2014 16 Ministry of Education and Training (2015), Circular No 13/2015 / TT-BGD promulgating the Regulation on organization and operation of high school, issued on June 30, 2015 75 17 Ministry of Education and Training (2015), Regulation on organization and operation of high school, issued together with Circular No 13/2015 / TT-BGD & DT dated 30/06/2015 18 Ministry of Education and Training (2017), ECEC Program, issued together with Circular No 01 / VBHN-BGD & DT dated 24/1/2017 19 Ministry of Education and Training, UNICEF Hanoi (2009), 5-year-old Child Development Standard, August 2009, Hanoi 20 Morris, P., Lloyd, C.M., Millenky, M., Leacock, N., Raver, C.C., Bangser, M (2013), “Using Classroom Management to improve Preschoolers' social and emotional skills”, MDRC 21 Nguyen Anh Tuyet (Editor) (2014), Psychology of children in the northern age group, Hanoi University of Education Publisher 22 Norvell, B (2016), “What to Look for When Choosing a Preschool 23 Philosophy of Education, 24 (1), 71-79 24 Stewart, J (2010) Selected Rudolf Steiner Lectures Fremont, MI: Rudolf Steiner Archive Accessed 10 October: http: // www rsarchive.org/Lectures/ 25 Thanh, N.K (2011) Curriculum of strategic management National University of Economics and Business Publishing House 26 The California Department of Education (2008) The California Preschool Learning Foundations - Volume 1, Volume 2, Volum3 27 The California Department of Education (2008) The California Preschool Learning Curriculum - Volume 1, Volume 2, Volum3 28 The Ministry of Education and Training (2015), the Charter of the Kindergarten, issued together with the Decision promulgating the Charter of the preschool number 04 / VBHN-BGD & ĐT, dated 24/12/2015 29 Tho, N.D & Trang, N.T.M 2003 Marketing Principles VNU Publishing House, HCMC 30 Tran Kiem, Nguyen Xuan Thuc (2012), Scientific textbook of general management and education management, Hanoi Pedagogical University Publisher 31 Wikipedia Rudolf Steiner https://en.wikipedia.org/wiki/Rudolf_Steiner Wikipedia Waldorf Education https://en.wikipedia.org/wiki/Waldorf_education 32 33 Woods, P., Ashley, M., & Woods, G (2005) Steiner Schools in England London 76 APPENDIX Appendix 1: Expected revenue for the next years since the first year 1.1 Expected second year revenue: No.of Month 10 11 12 Second revenue child 71 72 73 75 76 77 78 79 78 80 80 80 year 1.2 Expected rd year revenue: No.of Month 10 11 12 Revenue third year child 80 82 83 85 85 86 88 90 90 90 90 90 of th 1.3 Expected year revenue: No.of Month 10 11 12 Revenue year child 92 94 96 98 102 103 103 103 103 104 104 104 of 4th 1.4 Expected th year revenue: No.of Month 10 11 12 Revenue year child 105 107 108 108 108 109 110 111 112 112 112 113 of 5th Appendix 2: Table of the bonuses in the period Firs t year No of childs Bonu s New 50 child s 53 3 56 59 62 65 66 67 68 10 69 11 70 12 71 Average month per Appendix 3: List of input devices STT Devices Active toys Parent area Parent area Parent area Kitchen Kitchen Kitchen Kitchen Kitchen 10 Kitchen 11 Toilet 12 Toilet 13 Toilet 14 Classroom 15 Classroom 16 Classroom 17 Classroom 18 Classroom 19 Classroom 20 Classroom 21 Classroom General 22 23 24 equipment General equipment General equipment 25 26 27 28 29 General equipment General equipment General equipment General equipment General equipment 30 Office 31 Office 32 Office Office 33 34 Total Office ... TRỊ VÀ KINH DOANH - NGUYỄN THANH LOAN BUILDING THE BUSINESS DEVELOPMENT STRATEGY FOR BROCCOLI KINDERGARTEN XÂY DỰNG CHIẾN LƯỢC PHÁT TRIỂN KINH DOANH TRƯỜNG MẦM NON TƯ THỤC BÔNG CẢI XANH... DOANH TRƯỜNG MẦM NON TƯ THỤC BÔNG CẢI XANH Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS HỒNG ĐÌNH PHI HÀ NỘI - 2020... and society are increasingly developed -Industry and handicraft production continued to grow The non- state industrial production value in 2008 reached over 2,374 billion VND and by 2018 was estimated