DISCUSSION PAPER TOPIC INTRODUCE SOME SUCCESSFUL COMPANIES IN YOUR COUNTRY AND IN THE WORLD THEIR KEYS TO SUCCESS

So, our team will give a presentation on the topic: Introduce four successful companies in our country and in the world, and their keys to success.. Introducing Google a History of the c

THUONG MAI UNIVERSITY KHOA KHÁCH SẠN – DU LỊCH

-*** -DISCUSSION PAPER TOPIC: INTRODUCE SOME SUCCESSFUL COMPANIES IN YOUR COUNTRY AND IN THE WORLD? THEIR KEYS TO

SUCCESS?

Implementation group: 8 Instructor : Phan Tu Lan Term : Tieng Anh Chuyen Nganh Section class : 2170ENTI1011

Ha Noi, 2021

TABLE OF CONTENTS

DANH SÁCH THÀNH VIÊN NHÓM 8 1

I INTRODUCTION 2

II INTRODUCING 5 COMPANIES OF 2 TYPES: DOMESTIC AND INTERNATIONAL COMPANIES THEIR KEYS TO SUCCESS? 3

2.1 Google 3

2.1.1 Introducing Google 3

2.1.2 The key to the success of Google 3

2.2 Apple 4

2.2.1 Introducing Apple 4

2.2.2 The key to the success of Apple 5

2.3 Samsung 6

2.3.1 Introducing Samsung 6

2.3.2 The key to the success of Samsung 7

2.4 Vinamilk 9

2.4.1 Introducing Vinamilk 9

2.4.2 The key to the success of Vinamilk 10

2.5 Trung Nguyen Coffee 11

2.5.1 Introducing Trung Nguyen Coffee 11

2.5.2 The key to the success of Trung Nguyen Coffee 12

III CONCLUSION 13

DANH SÁCH THÀNH VIÊN NHÓM 8

1 Nguyễn Thị Phương Thảo 19D110118

 The concept

 Introduction and conclusion of the presentation

 Google

3 Trần Thị Phương Thảo 19D110119  Apple

 Làm Word

I INTRODUCTION

Today, there are many famous and successful companies in our country and in the world

To be able to achieve great results, these companies must have their plans and strategies So, our team will give a presentation on the topic: Introduce four successful companies in our country and in the world, and their keys to success Let's discuss with us to learn more interesting knowledge about these four companies

II INTRODUCING 5 COMPANIES OF 2 TYPES: DOMESTIC AND

INTERNATIONAL COMPANIES THEIR KEYS TO SUCCESS?

2.1 Google

2.1.1 Introducing Google

a) History of the company

Google LLC is an American multinational technology company that specializes in Internet-related products and services, including online advertising technologies, search engines, cloud computing, software, and Hardware Google was founded in 1998 by Larry Page and Sergey Brin while they were Ph.D students at Stanford University in California The company's headquarters is located in Mountain View, California, USA

b) Revenue of the company

Google’s total equity is 131,133 billion USD (2014)

The number of employees working at the company is 103,459 people, distributed all over the world

c) The company’s awards

Google ranked 1st in the list of companies with the most traffic in the world according to Alexa statistics It is considered one of the Big Four technology companies, which includes Google, Amazon, Apple, and Facebook

In 2012, Fortune ranked Google at the top of the list of 100 best companies to work in in the US and the job growth rate in 2011 was 33%

In 2016, Google overtook Apple to become the world's most valuable company with a market capitalization of $570 billion

In June 2019, Google continued to become the most visited website in the world

Google has the most powerful Google search engine today that no competitor can match The main Google services that most people know about are Google Earth, Gmail, Google Maps, Google Software, Youtube In addition, this giant also provides many other services with great coverage

2.1.2 The key to the success of Google

Google's key to success is traditional creativity

Google is seen as a “tech driver”, as a driver, driving the technology industry to new heights They are seen as a traditional innovative company For Google, market factors and users will be placed in a weaker position Instead, they focus on creating "unconventional"

products, experimenting and forcefully shutting them down if the product doesn't work So it's not surprising to see Google shutting down some of its services every year

The above strategy always ensures Google to be at the forefront of new technologies, but there are also many potential risks because if they fail, they will waste relatively large investments

2.2 Apple

2.2.1 Introducing Apple

a) History of the company

Apple Inc is an American multinational technology corporation, which has its headquarters in Cupertino, California This company designs, develops and sells consumer electronics, computer software, and online services Its most famous products are the Apple Macintosh, the iPod music player, iPhone, and the iTunes music player Apple's main sales and services are in the US, Canada, Japan, and the UK From a relatively unknown company, Apple has become a famous brand known to the whole technology world That's because the company has an ingenious business strategy, a breakthrough in design, and always brings products that satisfy consumers

Apple was founded in April 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne And

in its 45 years of operation, the company has had notable milestones:

1976-1984: Established company

1984–1991: Success with the Macintosh

1991–1997: Recession and restructuring

1997–2007: Getting Profitable Again, Switching to Intel, and Financial Stability

2007–2011: Success with mobile devices

2011 – present: The post-Jobs era, the leadership of Tim Cook

b) Revenue of the company

Apple's total annual revenue worldwide reached $274.5 billion for the fiscal year 2020 The financial results for the first quarter of 2020 show Apple's revenue for the quarter between

$63 billion and $67 billion, with a gross profit margin of 38% to 39% Operating expenses are expected in the following quarters to range from $9.6 billion to $9.7 billion

c) The company’s awards

Apple is the world's largest technology company by revenue and is one of the world's most valuable companies

It is considered one of the big five companies of the US information technology industry and is the world's third-largest mobile phone manufacturer after Samsung and Huawei

Besides, In August 2018, Apple became the first publicly traded US company valued at over $1 trillion And just two years later, in August 2020, it became the first company to be valued at $2 trillion US dollars

Moreover, It operates the iTunes Store - the largest music retailer in the world

Finally, the company also enjoys a high level of brand loyalty and ranks as the world's most valuable brand

2.2.2 The keys to the success of Apple

To become a successful company like today, Apple has 3 keys to success:

The first key, maximum response to the customer's needs.

This is a creative strategy and extremely close to customers In other words, Apple's mission is to understand its users better than itself It also identifies the most important needs of the user, then becomes the first to create a product that meets those needs well

This strategy requires user sensibility, more than conventional market research “Apple defect” is based on how users used the product before, especially from competitors to realize what they need to do, and then find new opportunities on the not new products

Thanks to this key, the company has achieved outstanding success For example, Apple wasn't the first to create smartphones, nor did it propose the idea of making tablets first However, iPhone, iPad is dominating the market This company didn't invent touchscreens either, but they make more money than anyone by focusing on how people use them

The second key to Apple's success is to keep things simple and easy to use

While industrial design is a critical component of any product Apple makes, if it is not easy to use, it is considered worthless to the consumer All of the products the company creates have to be intuitive and easy to understand and learn As technology has become more intricate and users want more features, the task of keeping things simple is sometimes difficult But even with that, Apple is a company where ease of use is more important than the product itself Apple makes this a critical goal of its approach to creating anything for the market

The last key, Apple only makes a product if Apple can do it better

Apple normally doesn’t invent a new product or product category All of Apple’s other products have been recreations of existing products Apple did not invent the MP3 player; Apple reinvented it and made it better Apple did not invent the smartphone; Apple reinvented

it and made it better And Apple did not invent the tablet; Apple reinvented it and made it better

2.3 Samsung

2.3.1 Introducing Samsung

Samsung - Asia's leading technology empire, is a leading multi-industry corporation today This group currently owns many subsidiaries, a chain of sales systems and representative offices worldwide, most of which are operating under the brand name 'Samsung', this is a multi-industry conglomerate with the largest scale and influence on the economy in Korea in particular and at the same time is also one of the most expensive technology brands in the world today

a) History of Samsung

The period 1938 – 1970: From the grocery store

In 1938, Samsung was founded by Lee Byung Chul as a small company in Taegu, Korea, with 30,000 won Initially, his business focused mainly on export trade, selling food items such

as rice, dried fish, and noodles Korean to Manchuria, Beijing In the following years, Samsung increasingly expanded its scale and diversified its business fields

The period 1970 - 1980: Entering into the electronics industry

Samsung started to participate in the electronics industry with the strong support of experience and expertise from the US and Japan The Group has launched subsidiaries in the field of consumer electronics such as Samsung Electronics Devices, Samsung Electro-Mechanics, etc And Samsung Electronics company which at that time became the main manufacturer for the Korean market, started exporting its goods for the first time during this period Samsung also acquired about 50% stake in Korea Semiconductor, further cementing Samsung Electronics' leading position in the semiconductor manufacturing industry

The period 1980-2000: Expansion into hardware and telecommunications

Samsung's key technology industries were diversified and expanded globally during the late 1970s and early 1980s Samsung also entered the system development industry, establishing Samsung Data Systems as a leader in technology services information, including system integration, system management, consulting services, and network services Since then, Samsung has reformed its business by overcoming challenges and difficulties, by striving to produce worldclass products, bring overall satisfaction to customers, and be a Good career -all in the vision of "quality first" Samsung has been involved in the telecommunications hardware industry since 1990 The Group has merged its subsidiaries specializing in the field of electronic technology into Samsung Electronics

The period 2000-present: Becoming a giant in the technology electronics industry

The digital age has brought revolutionary change and opportunity to global business, and Samsung has responded with cutting-edge technologies, competitive products and relentless innovation They see the challenges as an opportunity and believe that they are absolutely among the world leaders in the engineering technology industry And yes, now Samsung is the world's leading brand in terms of innovation and creativity in technology Samsung is known as the largest TV and phone manufacturer in the world

Samsung's development process always goes hand in hand with the concept of

"Contributing to the nation's economy", "Prioritizing human resources" and "Pursuing rationalism" Each concept corresponds to key moments in Samsung's history, reflecting the different stages in the Company's development, from being a home appliance specialist to becoming a leader in electronics global consumer

b) Revenue of Samsung in the last 2 years

Samsung has a great influence on economic, political, media and cultural development in Korea, and is the main driving force behind the "Miracle of the Han River" Contributing 1/5 of the total export turnover of Korea Revenue accounts for 17% of Korea's gross domestic product (GDP)

The strong outbreak of Covid-19 along with the application of socialization measures have affected the circulation of goods, leading to supply chain disruptions and affecting businesses' production and business activities According to published data, although the Covid-19 epidemic was greatly affected by covid-19, Samsung still has high revenue In 2019, Samsung earned $194.43 billion in revenue and $23.43 billion in profit Revenue in 2020 reached $215.8 billion and profit reached $32.8 billion

c) Some achievements that Samsung has achieved

During the process of construction and development, it can be said that Samsung has overcome many difficulties and challenges, but that is the driving force for Samsung to go far and achieve as much success as it is now Their brand is known around the world, and the prestigious awards are increasing such as Samsung has become the first brand in 9 years to win the US Environmental Protection Agency (EPA) ENERGY STAR award; Top 5 Best Global Brands according to Interbrand's results in 2020; Receiving 61 awards at the prestigious International Design Forum (iF) awards ceremony world in 2020…

2.3.2 The keys to the success of Samsung

Those who have followed Samsung's long development journey well understand that the aforementioned success of this multi-industry corporation, in addition to the support of

customers, must also be attributed to the internal factors in the business, business thinking as well as flexibility, quick adaptation to the market

Samsung's success is thanks to its smart customer approach With strong economic potential, Samsung invests heavily in communication and product branding Every time we prepare to sell a new smartphone, immediately on social networks, websites, television and even advertising banners on the street, we all see that product of Samsung

The company knows to bring what customers need and especially with constant effort and creativity As a long-time electronics manufacturing company, Samsung understands better than anyone else the desire of customers not only to improve product quality but also to take care of customers after purchasing products As a result, Samsung has built a dedicated customer care department through its call center and customer support They provide a lot of services for customers after purchase such as Support Center service, home service, repair service outside of warranty

In each period, Samsung offers different development orientations to suit the needs and trends of the times If at first only aimed to make Samsung a strong brand in Korea, then Samsung decided to focus on building a global brand Up to now, Samsung has grown to a huge scale with more than 80 different industries In the electronics segment, Samsung is not afraid to experiment with anything, from making phones to tablets, from refrigerators to dishwashers, TVs, washing machines Samsung products cover every market segment that customers can imagine In addition to expanding the product catalogs, Samsung also pays great attention to increasing the depth of product categories On average, dozens of new products of different categories are launched each month along with improved products that always satisfy customers As of 2021, Samsung launched a lot of new smartphone models: Samsung A52, A32, 72, Samsung galaxy s21, Z Fold 3 Many competitors face many difficulties when they have to compete with Samsung

Enhancing the role of marketing helps Samsung has prevented failure, drive success and maintain its position at the top of the technology business In the context that the technology market is "overpopulated" with more and more smartphones, tablets, etc., Samsung wisely chooses to focus on marketing and bringing products to the market to customers Samsung Group built up to 55 subsidiaries to promote worldwide promotion strategy and products advertised with more than 20 different slogans Moreover, becoming a sponsor of Chelsea football club or popular programs such as "the X-factor" and the Olympics also makes Samsung's name "popular" in the world