Choix du sujet de la recherche
In today's fast-paced and unpredictable business environment, both national and international companies face significant challenges that directly impact their operations This evolving landscape acts as a double-edged sword, posing risks for businesses lacking a clear commercial strategy To thrive, it is essential for companies to swiftly and accurately identify and anticipate market trends.
Mobifone Mondiale, a leading telecommunications company, is well-regarded and trusted by most customers To regain market share in its target market, the company must implement a market expansion strategy However, challenges remain, including the establishment of short-term objectives, marketing policies, human resource management, and resource allocation for effective strategy execution.
Conscient de l'importance du travail de mettre en œuvre la stratégie d’extension de marché et découle de la situation actuelle de la société que j'ai proposé le sujet
"Enhancing the implementation of the market expansion strategy for Mobifone Global Joint Stock Company is crucial for the effective execution of their market extension plans."
Situation générale de la recherche en rapport avec le sujet
2.1 Situation de la recherche à l’étranger
Dans le monde, la recherche sur la stratégie en général et la stratégie d'extension de marché étant très diverse, on peut citer certaines études suivantes:
Richard Lynch's "Corporate Strategy" (2006) delves into the critical elements of the business environment, focusing on resources, processes, and activities essential for implementing effective strategies and tools Meanwhile, Philip Kotler's "Marketing Management" emphasizes the significance of marketing activities, asserting that successful companies today are those that genuinely and fully meet their customers' needs.
Charles W.L.Hill& Gareth R.Jones, Strategic Management: An Integrate luan van
The book is recognized for showcasing the achievements, management practices, strategic planning, technology, and business ethics through both theory and practical examples from 30 companies around the globe.
Additionally, some foreign authors' manuals have been translated into Vietnamese, including "Blue Ocean Strategy" by W Chan Kim and R Mauborgne (2005) Notably, David A Aaker's book "Deploying the Business Strategy" provides a comprehensive and in-depth discussion on the implementation of business strategies.
2.2 Situation de la recherche au Vietnam
Grâce aux recherches sur la bibliothèque et aux sources de données sur Internet, il existe des études sur ce sujet, telles que:
"Strategic Management" (2015) by Professors Nguyen Hoang Long and Nguyen Hoang Viet from Thuongmai University offers foundational insights into strategic management, covering essential topics such as strategic planning, strategy implementation, and strategic control.
"The Strategic Management" (2012) by Prof NGO Kim Thanh from the National University of Economics systematically organizes the knowledge of strategic management, offering students a clearer understanding and practical application of the concepts.
Several theses related to market expansion strategies have been developed, including "Enhancing the Market Expansion Strategy of the Limited Liability Company for Technological Infrastructure Development" by student Le Nhat Linh (K49A) and "Improving the Implementation of the Market Expansion Strategy of Tecapro Joint Stock Company for Information and Communication Technologies" by student Nguyen Thi Lan (K8CQ1A).
In summary, numerous studies have explored market development strategies for businesses However, there has been no research conducted on market extension strategies specifically within the global technology company Mobifone.
Objectifs de la recherche
Le sujet de la recherche visent 3 objectifs:
This article focuses on synthesizing the theoretical foundations and implementing the market expansion strategy of the company, covering key concepts, characteristics, content, and the deployment process of strategic planning It evaluates the implementation of the company's market expansion strategy through the global technology actions of Mobifone, while also examining the successes and limitations encountered during the execution of this market expansion strategy.
Proposer des solutions juridiques pour aider Mobifone Mondiale à résoudre les problèmes existants, à améliorer l'efficacité du processus de mise en œuvre des stratégies d'extension de marché.
Cadre de la recherche
In this thesis, I examine the implementation of market expansion strategies at Mobifone Global Joint Stock Company, focusing on the key aspects of corporate market extension strategies.
- Produits: services liés aux télécommunications
- Marché cible : Marché de Nord-Ouest ( Viet Nam)
Cadre temporel : Les données collectées sont les données de 2016 à ce jour et les solutions du sujet pour la vision 2020 à 2025.
Méthodologie de la recherche
5.1 Méthodes de collecte des données
5.1.1 Méthode de collecte de données primaires
Primary data refers to information that is not readily available or cannot adequately address the multiple-choice questions of a research study To gather this data, it is essential to conduct statistical surveys based on the research questions In this case, the author collected primary data through direct interviews and multiple-choice questionnaires.
The direct interview method is utilized alongside survey techniques using questionnaires Through these direct interviews, the implementation of the company's business strategy can be clarified more specifically.
Based on the necessary information for the study, we prepare a pre-interview questionnaire covering the relevant topics We then meet with the interviewees at the scheduled time to conduct a face-to-face interview The interviewee is Mr Vu Phi Long, General Director of Mobifone Global Technology Joint Stock Company The direct approach involves meeting and speaking in person The interview is scheduled for March 16, 2019, and a sample of the interview questionnaire is attached as Appendix 2.
Méthodes d'enquête au moyen de questionnaires à choix multiples:
The survey method using questionnaires aims to gather and synthesize the opinions of both managers and employees at Mobifone Global Technology Corporation regarding the current status of the company's business strategy implementation It also seeks to identify potential challenges from the external environment, as well as the company's overall strengths and weaknesses.
The execution method involves designing and constructing survey questionnaires consisting of 11 questions A total of 15 votes were cast, with 10 validated responses collected The target participants are employees from the company with varying roles and responsibilities The survey was conducted over a 2-day period, from March 16, 2019, to March 17, 2019 (the questionnaire form is attached as Appendix 1).
5.1.2 Méthode de collecte de données secondaires
Les données secondaires sont des données disponibles, collectées à partir de sources internes et externes à l'entreprise.
The types of data collected include information from internal company sources, books, corporate reports, the company's website, and various channels such as scientific journals, the internet, and research papers.
5.2 Data Analysis Methods Using both primary and secondary data, we analyze and study issues related to the implementation policies of business strategies.
Méthodes quantitatives: nous utilisons Word, synthétiser les informations du questionnaire collecté et utilisons Excel pour modéliser les données primaires en niveaux de graphique.
Structure du mémoire
En plus de l'introduction, la conclusion et l'annexe Ce mémoire se compose de luan van trois chapitres
Chapitre 1 : Théorie fondamentale de la mise en œuvre de la stratégie d’extension de marché des entreprises.
Chapitre 2 : Analyse et évaluation de l’état de la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone Mondiale
Chapitre 3 : Propositions et recommandations pour améliorer la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone mondiale luan van
THÉORIE FONDAMENTALE DE LA MISE EN ŒUVRE
Définitions des concepts
In its traditional sense, strategy, derived from the Greek word "strategos," refers to military tactics for organizing and deploying forces to defeat an enemy Carl von Clausewitz, a 19th-century military theorist, defined strategy as the planning of war and combat operations Today, numerous definitions of strategy exist, primarily due to varying perspectives on organizational structure and distinct approaches to organizational strategy.
Selon Bruce Henderson, stratège et fondateur du groupe de conseil Boston
In 1934, it was stated that strategy involves a careful search for an action plan aimed at developing and combining an organization's competitive advantage The distinctions between your organization and its competitors form the foundation of this advantage.
According to Alfred Chandler (1972), strategy involves identifying an organization's long-term goals and objectives, followed by selecting the appropriate actions and resource allocations necessary to achieve these aims.
According to G Johnson and K Scholes (2011), strategy involves setting long-term fundamental objectives for a business, selecting the appropriate courses of action, and allocating essential resources to achieve these goals.
Selon William J’.Gluech (1908): “La stratégie est un plan complet et coordonné, conỗu pour garantir la mise en œuvre des objectifs fondamentaux de l'entreprise”[10]
From a strategic perspective, strategy can be defined as the process of identifying the overarching goals of an activity, enabling companies to create and cultivate significant competitive advantages that cater to customers with values distinct from those of their competitors.
Market extension strategy involves offering existing products and services in new market sectors to increase a company's market share This strategy is appropriate in various scenarios, such as entering untapped markets, targeting new customer segments, or responding to competitive pressures.
Lorsque les entreprises disposent de nouveaux canaux de distribution fiables, pas ruineux et de grande qualité.
Lorsque les entreprises réussissent très bien sur le marché traditionnel avec les activités des affaires
Lorsque les nouveaux marchés sont inexploités et non saturés
Lorsque les entreprises disposent des ressources, des équipements et de la main- d'œuvre nécessaires pour gérer des activités commerciales étendues.
Lorsque les entreprises sont libres
Lorsque l'activité de base de l'entreprise se développe rapidement à l'échelle mondiale
The nature of market development strategy is integral to the company's overall business strategy It serves as one of the key corporate strategies that directs functional units and departments in achieving their specific objectives.
1.1.3 Mise en œuvre de la stratégie
La mise en œuvre est le processus consistant à transformer la stratégie en actions concrètes et à s'assurer que ces tâches sont exécutées de manière à atteindre tous les objectifs des entreprises.
The implementation of a strategy involves all the actions and decisions required to execute the chosen strategic directions It is essential to carry out the actions derived from the selected strategic guidelines effectively.
Contenue théorique
1.2.1 Facteurs affectants la mise en œuvre de la stratégie d’extension de marché
The analysis is based on the "7S of McKinsey" model, which helps identify the factors influencing strategy implementation Effective strategy execution relies not only on focusing on these seven factors but also on understanding their impact from a systems perspective.
(Source : McKinsey, Manuel de gestion stratégique)
C'est le contenu des éléments du modèle 7S MCKinsey [6, p284] :
Stratégie: Le plan aide à préserver et à créer des avantages concurrentiels par rapport aux concurrents.
Structure: Montrer le mode d'organisation de la société et le système de reporting inter-niveaux
Systèmes: Le système comprend des activités quotidiennes ainsi que des processus pour chaque employé impliqué dans la tâche.
Valeurs partagées: Peut-être appelé “objectifs anormals” telle que valeurs fondamentales de la société et éthique de travail commune
Style: Quel est le style de la classe de leadership? Équipes: comprend les employés et leurs capacités
Savoir-faire: Les compétences réelles et compétences des employés
1.2.2 Théorie du marché et structure du marché
Le marché est un environnement qui permet aux acheteurs et aux vendeurs d’échanger ou d’échanger des biens, des services et des informations.
Markets are defined as places where transactions occur, relying on two main components: buyers and sellers These participants primarily exchange goods, services, and information.
Initially, the market served as a physical space where buyers and sellers met to conduct transactions Today, it has evolved into a vast and liquid marketplace supported by a digital infrastructure like the Internet.
Selon la microéconomie, les économistes se basent sur le niveau de concurrence ou de monopole et sont répartis dans les structures suivantes:
The perfect competition market features numerous manufacturers and suppliers, offering a wide range of products with varying technical functionalities and services In this scenario, each seller accounts for only a small fraction of the total market supply, ensuring that no single entity can influence product prices within the market.
A monopoly market is characterized by the presence of a single supplier, offering a unique product or service In this type of market, there are no alternative goods or services available, making the product distinct and irreplaceable.
In a competitive market, numerous suppliers offer distinct products that vary in tangible aspects like style, color, and durability, as well as intangible factors such as location, seller pride, and customer-friendliness Conversely, a collective monopoly market features multiple suppliers that collectively control a significant portion, if not all, of the market share In this scenario, when one company modifies its supply, it directly influences the overall market supply due to the limited number of monopolies providing goods and services.
Délimitation de contenu de la recherche
Le modèle de mise en œuvre de la stratégie d'extension du marché des entreprises est le suivant:
Figure 1.2 Modèle de la recherche
( Source : l'auteur synthétique) 1.3.2 Contenu de la recherche
1.3.2.1 Identification de la mise en œuvre de la stratégie d'extension du marché
L’identification de la stratégie d'extension du marché mise en œuvre par la société inclut les critères suivants:
Strategic objectives are essential for business managers as they answer the critical question: Where do you want to take your company? It's important to outline your priority objectives, develop your vision, mission, values, strategies, and goals Consider where you envision your business in five or ten years, what areas you want it to focus on, and what competitive advantage you aim to achieve over your market rivals This foundational step should drive the final plan and inspire necessary change.
Le marché comprend des clients qui ont les mêmes besoins ou désirs que les entreprises peuvent répondre, et leurs activités de marketing peuvent créer des
Identifier la stratégie d'extension du marché que l'entreprise planifie actuellement
Gestion des objectifs à court terme dans la mise en œuvre des stratégies d'extension du marché
Parachever des politiques de marketing et de la ressource humaine pour la mise en œuvre de la stratégie d'extension du marché
Resource allocation is crucial for implementing a market expansion strategy, allowing businesses to leverage their advantages over competitors and achieve selected objectives This target market may involve deepening engagement in the current market or exploring new markets for growth opportunities.
En réalité, pour bien définir le marché cible de l’entreprise, il faut:
Analyser la base de clients actuelle
Choisir des données démographiques spécifiques à cibler
Caractéristiques de la clientèle et des concurences: a Caractéristiques de la clientèle
The clients referenced in this document are the target customers and the groups they aim to reach These clients must have a demand for the products offered by the company and possess the financial means to purchase them The target customers encompass both potential and existing clients.
Identifying the characteristics of target customers is essential for businesses, as it involves understanding the fundamental parameters of psychology, needs, and demands of clients This knowledge aids companies in finding effective solutions to better nurture and grow their customer base, while also considering the competitive landscape.
Businesses must identify their competitors, which requires insight and an understanding of various challenges Often, the real competition that can threaten a company comes from unexpected sources Therefore, a fundamental principle for businesses is that a competitor is any company aiming to attract the same customers This includes considering businesses that offer products or services that can replace their own.
Positionnement des produits sur le marché :
Product positioning involves establishing a desirable place for a product in the consumer's mind, ensuring that the product is consistently associated with specific attributes Companies must strive to differentiate their products, become low-cost leaders, or own a niche market to succeed.
The positioning process involves three key steps Step 1 is a situation analysis, where companies assess customer characteristics, strategic traits of competitors, and identify their own strengths, weaknesses, and objectives Step 2 focuses on identifying competitors and creating positioning diagrams; after gathering comprehensive information, businesses should develop a positioning map based on competitive advantages and application conditions to clarify their market position relative to defined criteria Finally, Step 3 entails selecting a positioning strategy; by analyzing the situation and recognizing competitive advantages, companies can choose one or multiple positioning strategies for their brands.
1.3.2.2 Définition des objectifs à court terme
Short-term goals serve as the foundation for achieving long-term objectives, as they must be effectively developed and implemented to reach broader aspirations These short-term goals should be measurable, reasonable, specific, and time-bound, allowing for clear breakdown and definition.
Internal agreement on objectives is essential to ensure information is communicated across all departments, fostering a unified motivation throughout the company Short-term goals are typically articulated through specific indicators such as growth, market share, profitability, revenue, technology, and new product development.
La mise en place d'un système d'objectifs annuels à court terme est très importante et nécessaire en raison de la mise en œuvre stratégique, car:
Il crée la base et les conditions de la répartition des ressources clés: financières, physiques, humaines et techniques.
Il crée un mécanisme de fonctionnement et évaluez les performances des administrateurs. luan van
Il est principaux outils pour contrôler, ajuster les progrès et mettre en œuvre les objectifs stratégiques à long terme.
Il est la base d’identification des problèmes prioritaires importants doit être axée avant tout
1.3.2.3 Élaboration des politiques pour la mise en œuvre de la stratégie d’extension de marché
Marketing policy is crucial in executing a company's market expansion strategy By employing rational market segmentation and targeted strategies, businesses can effectively implement a mix of marketing program variables, including product development, pricing, channel selection, and appropriate trade promotion initiatives.
L' allocation des ressources humaines lors de la mise en œuvre des stratégies d'entreprise doit être conforme à la politique générale du personnel des entreprises Les points suivants doivent être notés:
Des politiques de recrutement, de formation et de formation du personnel conformes aux objectifs stratégiques.
Non-financial treatment policies include aligning performance and compensation with strategy implementation, unified compensation structures, resolving internal conflicts, and fostering a cultural environment supported by human resources to enhance strategic goals.
As usual, the implementation of a new strategy is often influenced by market conditions and competitiveness Therefore, timely decisions regarding salary increases and promotions for the right individuals at the right time will serve as crucial catalysts, significantly impacting the successful execution of the strategy.
1.3.2.4 Allocation des ressources pour la mise en œuvre de la stratégie d’extension de marché
Implementing the strategy requires changes in resource utilization, making resource allocation a crucial aspect of effective strategy execution.
Human resource allocation is the process of redistributing resources throughout the life and development of a business Effective resource allocation is essential for successfully implementing strategic objectives Resource evaluation begins with analyzing the company's situation, ensuring that the necessary resources are available for executing proposed strategies It is crucial to regularly assess both the quantity and quality of each resource, with a particular focus on special human resources and employee commitment to task completion.
Resource allocation is crucial for achieving strategic objectives; therefore, managers must ensure that adequate resources are available A common mistake is providing resources that do not align with specific strategies, which can hinder organizational success.
Présentation générale de la société par action de technologie Mobifone mondiale
2.1.1 Histoire et générale de la société par action de technologie Mobifone mondiale
Mobifone Global Technology Joint Stock Company, a subsidiary of Mobifone Telecommunications Corporation, specializes in providing technological solutions and digital content services in the Vietnamese market, catering to the informational needs of the Vietnamese community abroad.
- Nom de l’entreprise : La société par action de technologie Mobifone mondiale
- Nom de transaction en anglais:
MobiFone Global and Technology JSC
- Site web : http://mobifoneglobal.net/
- Siège social : 105, rue Lang Ha, Dong
- Capital : le capital total selon le certificat d'enregistrement d'entreprise est de 100 000
000 000 VND (cent milliards de dongs vietnamiens), équivalent à 10 000 000 d'actions d'une valeur nominale de 10 000 VND / action
- Directeur générale :M Vu Phi Long
Mobifone Global Technology Joint Stock Company, formerly known as Mobifone International Investment Joint Stock Company, was established under a decision by the Hanoi Department of Planning and Investment, with business registration certificate No 0102577251, first amended to 010321466 on December 24, 2007, and subsequently modified for the fourth time on May 8, 2014 The company has expanded internationally by establishing subsidiaries in the United States, Singapore, Hong Kong, the Czech Republic, and Myanmar since 2012.
2.1.2 Fonctions et tâches de l'entreprise
Fonctions : o Fournir des services de télécommunication, services de contenu o Fournir des solutions technologiques avancées sur les marchés nationaux et étrangers
The primary tasks include maximizing shareholder value, continuously enhancing the material and spiritual well-being of employees, and implementing professional regulations in accordance with Vietnamese law, including statistical, corporate, and accounting laws, while fulfilling all state budget obligations Additionally, it is essential to enforce company policies effectively.
La société par action de technologie Mobifone mondiale a une structure organisationnelle suivante :
Figure 2.1 Structure organisationnelle de la scoiété par action de technologie
Groupe de gestion de projet - Développement
Centre de service du taxe sur la valeur ajoutée
Ho ChiMinh -VilleDirectoireluan van
Figure 2.1 clearly illustrates the organizational structure of Mobifone Global, delineating its departments and their respective functions This structure indicates that Mobifone Global has a robust framework, which is a fundamental principle for business development.
The company primarily focuses on delivering information technology services, which include multimedia communication services, internal information management, telecommunications services, telecommunication application services, and wired telecommunications activities, along with other operations outlined in the registration certificate.
Le marché de consommation : marchés nationaux et étrangers
2.1.5 Résultats d’exploitation de la société
Tableau 2.1 :Résultats d’exploitation de la Société par action de technologie
Chiffre d'affaire 62.814 46.901 56.444 (15.913) -25,33% 9.543 20,35% Chiffre d'affaire net 62.759 46.901 56.444 15.858 -25,27% 9.543 20,35% Bénéfice avant impôt 6.607 4.941 6.023 (1.666) -25,22% 1.082 21,91% Bénéfice après impôt 5.153 3.854 4.698 (1.299) -25,22% 844,30 21,91%
Selon tableau, nous pouvons voir que :
In 2016, the company's net revenue significantly dropped by nearly 16 billion VND, representing a decline of 25.33% However, in 2017, the situation improved as net revenue rose to 56.44 billion VND, an increase of 20.35% This notable difference can be attributed to the decrease in raw material prices in 2016, while the company did not lower its selling prices as much as other firms in the same sector.
After-tax profits have seen significant fluctuations over the years In 2015, profits peaked at 5.1 trillion VND due to low management costs and high revenues However, in 2016, profits fell to 3.8 trillion VND, a decrease of 1.29 trillion VND or 25.22% By 2017, the company made notable improvements, with after-tax profits rising to 4.6 trillion VND, an increase of 844 million VND or 21.91%.
Analyse et évaluation de l’état réel de la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone mondiale
2.2.1.1 Facteurs externes a L’influence des facteurs macro-environnement
In 2018, the Vietnamese economy thrived across production, supply, and demand sectors, achieving significant development The economic growth rate reached 7.08% compared to 2017, marking the highest increase in recent years.
In 2018, the overall economy experienced significant growth, with the industrial and construction sectors increasing by 8.85%, contributing 48.6%, while the services sector grew by 7.03%, contributing 42.7% Final consumption rose by 7.17% compared to 2017, asset accumulation increased by 8.22%, and exports of goods and services surged by 14.27%, alongside a 12.81% rise in imports This growth has fostered the development of the telecommunications industry, positioning it as a key contributor to the country's economic advancement and creating favorable conditions for the global technology company Mobifone to thrive in the market.
In 2018, despite the saturation of the telecommunications market, most national telecom companies still achieved stable growth, with profit increases exceeding 20%.
At the beginning of 2019, the telecommunications industry faced significant growth opportunities stemming from the Fourth Industrial Revolution, also known as Industry 4.0 However, this era also presents numerous challenges that compel companies to continuously innovate and develop new strategies to adapt to the rapid technological changes.
The nature of the Fourth Industrial Revolution (4.0) represents an unprecedented advancement in technology platforms related to the Internet, including cloud computing, the Internet of Things, artificial intelligence, and big data With the pervasive nature of this technological revolution, the development of technology is expected to accelerate and intensify amid rapid changes Consequently, the telecommunications sector must be proactive in promoting innovation and advancing technology to catch up and effectively harness the tremendous opportunities presented by this revolution.
According to the General Statistics Office (2006), Vietnam's population exceeded 93 million in 2016, with Hanoi alone housing over 7 million residents As urbanization accelerates and awareness increases, the demand for telecommunications services remains essential Today, individuals rely on technology for communication for more than 18 hours a day, despite the presence of numerous technological facilities available for external access This creates a significant demand for companies to respond swiftly to consumer needs, leading to intense competition among service providers Additionally, environmental factors play a crucial role in shaping the industry landscape.
Mobifone Global, a technology corporation, primarily serves telecommunications networks and businesses, including banks like MSB, Vietinbank, and BIDV, that seek to enhance information storage and security services Their main clientele consists of large enterprises aiming to leverage technological solutions in their workflows, ultimately saving time for their customers.
All businesses need to sell their products and increase profits To consistently grow market share, companies face the challenge of market expansion Even if a company maintains its market share, a lack of plans for market development can lead to difficulties in today's competitive environment, as seen with major players like VNPT, Viettel, FPT, and CMC.
Par conséquent, la mise en œuvre de la stratégie d'extension de marché est essentiel au développement de la société par action de technologie Mobifone mondiale
Currently, Mobifone Global Technology Corporation has established a distribution system primarily in Vietnam's two largest cities, Hanoi and Ho Chi Minh City While the company's products are available in various provinces across the country, their distribution is limited to areas where the hydrographic basin of three regions complicates customer tracking and the management of company branches in other provinces.
Company leaders recognize the critical role of human resources in effectively executing market expansion strategies As a result, they have made significant efforts to enhance both the quality and quantity of their human resources.
Tableau 2.2: Qualité des ressources humaines de la société par action de technologie Mobifone en 2018
N 0 Niveaud’étude Nombre de salariés Taux (%)
( Source : Département des ressources humaines )
Capacité financière, technologie luan van
The company's strong financial resources play a crucial role in its product development strategy, enabling it to take the initiative and effectively address the needs associated with implementing various strategies, particularly in product development.
In addition to financing, technology plays a crucial role in product creation and development, as every product relies on specific technological elements High-quality technology enables the production of exceptional products that meet demand at reasonable prices Therefore, companies consistently prioritize technological factors, particularly modern management processes and equipment, which are essential for investment decisions.
2.2.2 Analyse et évaluation de l’état réel de la mise en œuvre de la stratégie d’extension de marché
2.2.2.1 État d’identification de la mise en œuvre de la stratégie d’extension de marché a Objectifs de la stratégie d'extension de marché À travers l'entretien avec M Vu Phi Long, directeur général de la société par action de technologie Mobifone mondiale, les objectifs de la stratégie d'extension de marché pour les trois prochaines années (2019-2021) est de devenir la plus grande entreprise de services de télécommunication au Vietnam, une exploitation saine, une croissance durable et la construction, constituer une équipe de professionnels et intelligents, toujours actifs et créatifs dans la production et les activités commerciales. L'objectif de chiffre d'affaires pour les trois prochaines années passera à 93,5 milliards de VND, maintenant la marge bénéficiaire de 18-25% et la part de marché de la société augmentant à 17% b Marché cible
The current target market for the company includes the Northwest provinces of Lao Cai, Yen Bai, and Dien Bien Experts generally assess these provinces as having developed slowly compared to the overall northern Vietnam density; however, they present significant potential as more small and large enterprises are drawn to build and develop markets there The Northwest region holds socio-economic importance and plays a crucial role in national defense, security, and foreign affairs, significantly impacting the ecological environment of the entire Northern region Additionally, the Northwest is recognized for its strong economic development potential and ranks among the top eight economic regions in the country.
The target clientele for the company, based on survey results, primarily includes businesses, particularly banks and both large and small enterprises These clients are mainly located in major provinces and northern cities, and they tend to purchase goods in significantly larger quantities compared to individual consumers, often making more frequent purchases Additionally, many public sector employees are involved in the procurement process, with the number of participants and their levels of involvement varying depending on the specific projects being undertaken.
Concurrents : VNPT et Viettel luan van
Tableau 2.3 Tableau d'analyse des forces et des faiblesses des concurrents
VNPT En tant que groupe économique d’État opérant dans le domaine des postes et télécommunications et des technologies de l’information, l’une des industries phares du pays
Avec plus de 60 ans d'histoire d'établissement et de développement,
VNPT a été un pont pour la communication avec des générations de
Vietnamiens Il a donc reỗu le consentement et l'affection des consommateurs
La structure de gouvernance se chevauche, l'organisation est toujours éparse et inefficace
La compétitivité dans des secteurs de marché potentiels tels que la distribution express internationale, les services de télécommunications sans fil,
Viettel En tant que groupe économique de l'armée vietnamienne opérant dans le domaine des technologies de l'information et des télécommunications
Conclusion de l’état de la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone Mondiale
Analyzing primary and secondary data on the implementation of the company's business strategy since 2016 reveals that the company has established a foundational implementation process and is actively taking steps within this framework Significant interest and investments are gradually aiding in achieving the goal of increasing market share based on research findings Notably, the key stages of strong development are as follows:
From 2017 to 2018, the company's sales increased from 46 billion to nearly 56 billion VND, showcasing the strength of its brand and reputation, which has fostered trust among partners and customers.
État d’identification de la mise en œuvre de la stratégie d’extension de marché luan van
Although Mobifone Global Technology Joint Stock Company is primarily a sensory identifier, it has clearly defined its business sector and commercial units in the market Furthermore, the company regularly analyzes and evaluates the market to assess its situation, consider its relative market share, evaluate its prospects, and swiftly adjust policies to align with market demands.
État d’établissement des objectifs à court terme
The company's management is focused on announcing specific annual goals, aiming to increase its market share to 16.2% in 2019, up from the current 12.7% This target will allow for a comparison with both national and international competitors after three years Experts evaluate that this objective aligns with the company's current situation and showcases its capability for growth.
État d'élaboration des politiques de marketing
Product policy remains the primary focus of the company, serving as a crucial tool for establishing a competitive advantage and differentiation in the market This strategic approach has led to significant success in quality and variety, earning high customer appreciation Consequently, Mobifone Global Technology Corporation has solidified its reputation and increasingly captured the interest of its clientele.
The company implements a flexible and diverse pricing policy, strategically adjusting prices to increase or decrease as needed This approach fosters customer engagement and attracts more clients through tailored transactions.
En outre, la société associée à la politique de prix unifiée, l’aide à pénétrer, à maintenir et à développer son marché
The company is expanding its distribution policy by opening more branches and offices in various provinces, aiming to increase its market share and enhance customer service.
The company effectively leverages direct marketing tools, utilizes a strong sales force, and advertises in magazines and online It flexibly implements promotional policies and actively participates in charitable work, enhancing its overall marketing strategy.
État d'élaboration des politiques humaines luan van
La société applique une politique d'allocation des ressources humaines relativement uniforme et efficace entre les services, en particulier le service des ventes.
The company has implemented a reasonable compensation system and incentive mechanisms, along with unified pay and public announcements within the organization This has greatly motivated employees, particularly the sales team, to engage in numerous business trips Additionally, the company offers excellent compensation for employees at the headquarters, creating a comfortable work environment that enhances their efficiency and productivity.
État d’allocation des ressources financières :
The allocation of financial resources that the company has budgeted and prioritized is essential for departmental funding This approach enables the company to be more proactive in securing financing for the implementation of market expansion strategies.
Outre les succès obtenus, la société a également rencontré des échecs dans la mise en œuvre de la stratégie de marché comme suit:
The strategic analysis of the new program relies on sensory observations and has yet to incorporate analytical tools, resulting in policies that are disconnected from the actual realities of the business.
The company's current strategy reveals a lack of clarity in its strategic objectives, with short-term goals being neither specific nor well-defined This ambiguity fails to highlight the qualitative and quantitative targets, resulting in an overall lack of success.
The process of identifying and positioning products is crucial for implementing market expansion strategies In addition to recognizing the right markets and target customers, companies face limitations in market research, which hinders their ability to understand customer needs and psychological shifts.
- Le système de distribution de la société n'est pas encore diversifié et n'a donc pas vraiment répondu aux besoins d'accès des clients.
2.3.3 Cause a Raisons subjectives : Les gestionnaires ne sont pas conscients de l’importance des études de marché et du marketing Ils sont indispensables à la mise en œuvre de la stratégie d'extension de marché luan van b Raisons objectives :
+ Un grand dộfi pour l’entreprise lorsque le marchộ apparaợt de plus en plus concurrentiel avec des ressources financières importantes, de fortes capacités de marketing
+ L'état avec des politiques qui ont parfois deux aspects à la fois un impact positif et un impact négatif sur la production et les activités commerciales de l'entreprise
+ Le développement rapide de la science - la technologie créera de nombreux produits plus récents avec une bonne qualité à bas cỏt luan van
CHAPITRE 3 : PROPOSITIONS ET RECOMMANDATIONS POUR AMÉLIORER LA MISE EN ŒUVRE DE LA STRATÉGIE D’EXTENSION
DE MARCHÉ DE LA SOCIÉTÉ PAR ACTION DE TECHNOLOGIE
Orientation des activités la société par action de technologie Mobifone mondiale
3.1.1 Prévision des changements dans l’environnement des affaires à court terme a Opportunité
Despite the telecommunications sector not experiencing sustained growth, it showed a positive revenue increase in 2018, significantly contributing to the country's socio-economic development The long-term effects of various policies implemented in 2018 are expected to keep the competition in the telecommunications market thrilling in 2019, particularly in the battle for market share among major players.
The year 2018 has proven to be challenging for the Vietnamese telecommunications sector, as the market faces saturation and traditional services decline Significant changes have been implemented due to new management policies from the Ministry of Information and Communications, focusing on SIM card regulation, network code changes, and number retention during network transfers Despite these difficulties, the telecommunications industry has shown stable growth, with the total number of phone subscribers reaching an estimated 129.9 million by the end of 2018, reflecting a 2.3% increase, including 125.6 million mobile subscribers, which is a 3.8% rise compared to 2017.
Le chiffre d'affaires total des télécommunications en 2018 est d'environ 15 milliards USD, soit un taux de croissance de 6%
In 2018, amidst the strong wave of the Fourth Industrial Revolution, telecommunications companies made significant strides in adapting to and leveraging the opportunities presented by digital transformation worldwide Many traditional telecom providers evolved into digital service providers, focusing on creating digital solutions and services that are built on ecosystem models utilizing digital platforms, including e-governance, smart cities, and the Internet of Things.
Moreover, companies have mastered various current consumer technologies such as artificial intelligence (AI), blockchain, and cloud computing, and are now moving towards application to develop tailored solutions that meet the real needs of Vietnam Currently, service sector revenues account for only a small proportion of total business revenues However, forecasts suggest that this sector will become a cornerstone, playing a crucial role in helping businesses and the country catch up with future global development.
According to many experts, 2019 will be an exciting year for the telecommunications market, significantly influenced by policies implemented in 2018, particularly the digital network transfer service Unofficial statistics indicate that thousands of subscribers have utilized this service, with numbers expected to rise dramatically This situation intensifies pressure on network operators to maintain their market share, necessitating continuous improvements in service quality, a strong focus on customer service, and the development of tailored packages for each customer segment Furthermore, while the digital revolution presents numerous growth opportunities, it also poses significant challenges As technology evolves rapidly, companies must actively promote innovation, research, and development to stay at the forefront of new technological trends and effectively capitalize on the substantial opportunities presented by the digital revolution.
Mastering new technologies, particularly in balancing the investment efficiency of 5G against a newly built and deployed 4G infrastructure, poses a significant challenge for network households Crucially, the effectiveness of 5G heavily relies on the actions of state management agencies Despite 4G being deployed for nearly two years, it has yet to achieve optimal quality and efficiency due to ongoing obstacles in bandwidth licensing and bidding procedures These challenges must be swiftly addressed to enable more efficient use of bandwidth resources, enhance the current 4G network quality, and create favorable conditions for the future rollout of 5G.
3.1.2 Orientation de développement de la société
Afin de développer le marché cible dans les temps à venir, la société par action de technologie Mobifone mondiale a défini sa propre orientation de développement comme :
To ensure the coherence of a company's strategic system, it is essential that the organization implementing its market development strategy is synchronized and unified throughout its strategic framework This includes the identification and evaluation of content, as well as the monitoring and assessment of deployment strategy activities.
To enhance the effectiveness of market development strategy implementation, the company will enforce stricter controls and consider restructuring policies to better align with market conditions Key initiatives include improving marketing activities to boost consumption, offering significant discounts for long-term customers to reduce order percentages, and maintaining high-quality products and services to meet diverse customer needs Additionally, the company will reassess pricing techniques and evaluation methods tailored to each product type and customer segment.
3.2 Point de vue pour résoudre la problématique
Firstly, the company should thoroughly understand the socio-economic development guidelines set by the Party and the State during each period This perspective necessitates that, in implementing a strategy, the company regularly monitors and aligns with the objectives and directions of the industry and the State to establish its strategic goals These include the country's socio-economic development strategies, legal documents, macroeconomic regulatory policies, and social policies.
Ensuite, afin d'améliorer la mise en œuvre de la stratégie d’extension de marché.
The company should thoroughly analyze internal factors to identify key resources, strengths, and weaknesses, while also considering external factors to pinpoint threats, opportunities, target markets, and customer demographics.
The Industrial Revolution 4.0 is fundamentally transforming production organization through interconnected technologies and the Internet of Things This technological shift enhances our work processes, making it essential for businesses to embrace these innovations Companies should focus on integrating new technologies into their overall operations, particularly in digital marketing strategies.
Propositions pour améliorer la mise en œuvre de la stratégie d’extension de marché de la société par action de technologie Mobifone Mondiale
de marché de la société par action de technologie Mobifone Mondiale
3.3.1 Propositions sur l’établissement des objectifs à court terme
Setting short-term goals aligned with the company's long-term objectives requires measurement, relevance, challenge, clarity, and communication across organizations Annual corporate goals should be primarily based on market demand and then compared to internal capabilities These goals must provide precise figures, enabling other departments to develop their operational plans to meet the organization's objectives This proactive approach ensures that the company seizes market opportunities effectively.
In 2019, Mobifone Global Technology Corporation aimed to expand its market share in Northern provinces from 12.7% to 16.2% To achieve this goal, the company plans to enhance its marketing strategies, optimize human resources, allocate resources effectively, and adapt its organizational structure to align with its strategic objectives, while also implementing a monitoring process to evaluate the strategy's execution.
L'auteur propose l'objectif à court terme de l'entreprise pour la période 2019- 2021
Tableau 3.1 Objectif à court terme de l’entreprise pour la période 2019-2021
Années Chiffes d’affaires Part de marché Marque
Ne pas s’arrêter et développer pour devenir une marque prestigieuse sur le marché du Nord
16,7% Construire une image d'entreprise typique et prestigieuse sur le marché de l'industrie
Devenir l'une des principales entreprises de commerce et de mise en œuvre de projets techniques.
( Source : l’auteur) 3.3.2 Propositions sur l’élaboration des politiques pour la mise en œuvre de la stratégie d’extension de marché a Politique de marketing
Mobifone Global Technology Joint Stock Company has successfully delivered high-quality products across various categories, which are widely chosen by businesses This core competency serves as the competitive advantage driving the company's current success Despite the ever-fluctuating market and increasing customer demand, understanding customer preferences has become increasingly challenging Concurrently, the telecommunications market is witnessing a surge in competitors Therefore, the product policy must adapt accordingly.
To enhance the company's reputation, it is essential to maintain and improve the quality of services offered This involves effectively managing, building, and developing a quality management system that aligns with both national and international market standards.
Concentrer sur la recherche et l'exploitation de nouvelles solutions technologiques pour rendre les produits de la société plus abondants.
The company must consistently focus on research and product development, as well as the application of scientific and technical achievements, to deliver products that align with consumer preferences.
Mobifone Global Technology Corporation requires long-term investment in its strategy for developing invisible products, focusing on aspects such as proper installation, speed, and accuracy for customers This includes providing effective purchasing advice, efficient product usage guidelines, warranty regulations, and appropriate after-sales service These efforts are essential for enhancing both product brand reputation and the overall reputation of the company.
Price remains a crucial competitive factor that influences supply and demand in the market Today, price competition is a key determinant for businesses According to 80% of respondents in a survey, Mobifone Global Technology Corporation has offered service costs that are satisfactory and aligned with product quality compared to market competitors This pricing strategy not only builds customer trust but also encourages usage of their services In addition to factors affecting service pricing in the current market, the company must maintain its form and regularly update and communicate pricing to sustain customer confidence.
In addition to traditional distribution channels, Mobifone Global can leverage e-commerce platforms to market its products online It is essential to develop both internal and external information systems Furthermore, the company should enhance its website, www.mobifoneglobal.com, to provide customers with more detailed information about its telecommunications technology and service solutions.
Currently, businesses have various advertising methods to promote their products and brands, especially in the thriving e-commerce sector Companies should leverage this opportunity by introducing products through popular websites and social media platforms Research indicates that advertising during television programs yields the best results, particularly between 6 PM and 8 PM when viewership peaks with engaging content like news and films Additionally, utilizing celebrity endorsements can significantly enhance advertising effectiveness.
Additionally, the company should encourage participation in trade fairs with industry peers to enhance customer access to its diverse product offerings VIETNAM ICTCOMM stands out as one of the largest exhibitions dedicated to information technology and telecommunications Renowned for its specialization, it remains the top choice for expertise in Vietnam and among international industries in information, telecommunications, electronics, and broadcasting.
Sponsorship activities have emerged as a highly effective form of advertising, allowing companies to express gratitude and engage customers While voluntary sponsorship efforts are commendable, it is essential to explore additional sponsorship avenues, such as sports, music, and film, to further captivate client interest.
Mobifone Mondiale boasts a dedicated team with extensive experience; however, the management team lacks the necessary skills, creativity, and innovative capacity to effectively implement a market development strategy Therefore, training should focus on enhancing the quality of the management team.
To ensure the sales department effectively contributes to the company's objectives, collaboration with the human resources department is essential for developing a recruitment plan and training high-quality sales teams Specifically, it is crucial to recruit experienced managers and to hire and train new sales employees, especially as the company plans to expand into the northern region.
To effectively organize personnel with optimal work aptitude, it is crucial to establish a clear work structure that minimizes overlaps and prevents excessive workloads that can lead to stress Unified coordination among departments is essential to create favorable conditions for implementing action programs aimed at achieving departmental objectives.
The company must effectively implement a salary payment policy based on each employee's productivity and work efficiency, ensuring a uniform pay structure that enhances attractiveness and workforce retention Additionally, the salary policy should be regularly reviewed and adjusted to align with current realities, maintaining employee stability.
Recommandations pour l'état et les autorités
The government should enhance the legal and regulatory framework, particularly the 2014 Companies Act and the 2005 Commercial Law Our country's legal framework still includes numerous unfavorable factors that hinder business activities.
The government should implement measures for macroeconomic stabilization, particularly by controlling inflation and managing the exchange rate A stable economy helps mitigate risks and supports business activities.
La construction et la modernisation des infrastructures doivent être accélérées.
The government should support and facilitate the development of business networks within the city As the company is currently in its growth phase and plans to expand its sales network into neighboring provinces, it is essential for the state to assist in implementing this strategic plan.
This paper examines the current situation and implementation of market expansion strategies for telecommunications services by Mobifone Global Technology Corporation in the Northwest provinces It also provides insights and observations on the effectiveness of these strategies.
To effectively understand the dynamics and foundation of Mobifone's global market development, it is essential to re-systematize market issues, marketing policies, financial capacity, personnel, and infrastructure conditions This involves generalizing, analyzing, and evaluating Mobifone's activities in implementing its market expansion strategy for technological solutions and telecommunications services, focusing on identifying key objectives, marketing elements, personnel policies, and financial resources.
The company's activities significantly influence the implementation of Mobifone Mondiale's market expansion strategy I have proposed solutions to enhance and advance the strategic deployment of the business.
Despite my efforts, limitations in time and insufficient information have resulted in certain constraints within this thesis I would greatly appreciate insightful feedback and advice from my teachers to enhance my work I would also like to extend my heartfelt thanks to Mrs NGUYEN Thi Thuy Duong and Mrs NGUYEN Thi Van, along with all the faculty members from the International Training Faculty and the Strategic Management Department, for their unwavering support, open-mindedness, availability, and invaluable guidance that have helped me in crafting this final thesis.
1 Alfred Chandler, 1962, Stratégies et structures de l’entreprise, Les Editions d'organisation (être traduit en francais par Philippe Sohaufelberger)
2 Bruce Henderson, 1934, Manuel de gestion stratégique – Université
3 Carl von Clausewitz, 1816, Manuel de gestion stratégique – Université
4 Charles W.L.Hill & Gare R Jones, Strategic Management
5 G.Johnson & K.Scholes,2011, Manuel de gestion stratégique – Université
6 NGUYEN Hoang Long & NGUYEN Hoang Viet, 2005, Manuel de gestion stratégique – Université Thuongmai, Éditeur Statistique
7 NGÔ Kim Thanh, 2012, Manuel de gestion stratégique – Université nationale d'économie, Éditeur Statistique
10 Wiliam J’Glueck, 1908, Business Policy and Strategic management
11 Les résultats d’exploitation de la Société par action de technologie Mobifone mondiale de 2016 à 2018
12 Le site web: mobifoneglobal.vn luan van
Je m’appelle HO Thi Phuong Thuy (étudiante de la Faculté de formation internationale, Université de Thuong Mai)
As part of my final thesis, I am conducting research on the implementation of the market expansion strategy of the global technology company Mobifone I kindly ask you to take a few moments to complete this questionnaire Thank you for your participation!
Merci d'avance pour le temps que vous voudrez bien consacrer à remplir le questionnaire !
1 Madame/Monsieur, ộvaluez s'il vous plaợt les produits / services que votre entreprise fournit par ordre de faible et décroissant progressivement avec l’échelle suivante : 4 ( très bien ), 3 ( bien ), 2 ( Moyen), 1 (Faible )
Service de canal international de location privée luan van et locaux
Réseau privé virtuel VPN / MPLS
2 Madame/Monsieur, pourriez-vous nous indiquer ó se situe le marché cible de la société dans les options suivantes?
3 Madame/Monsieur, pourriez-vous nous indiquer ó sont les clients cibles de votre entreprise dans les options suivantes?
4 Madame//Monsieur, comment évaluez-vous les opportunités et les défis de l'environnement macro pour les entreprises?
No Facteur d'impact Opportunité Défi
1 Croissance du PIB du Vietnam
4 Récession économique mondiale luan van
8 Vitesse de l'urbanisation rapide au Vietnam
9 Population importante, structure de population jeune
5 Madame/Monsieur, comment évaluez-vous les opportunités et les défis de l'environnement commercial de votre entreprise?
No Facteur d'impact Opportunité Défi
3 Pouvoir de négocier les clients
4 Pouvoir de négociation des fournisseurs
5 La menace des produits / services alternatifs
6 Croissance du secteur des services de télécommunications
6 Madame/ Monsieur pourriez-vous évaluer les forces et les faiblesses de l'entreprise ?
No Les facteurs Points forts
1 Échelle de capital luan van
3 Prestige, réputation, marque de l'entreprise
10 Gestion des systèmes d'information et de construire des bases de données clients
12 Relation avec les fournisseurs et les canaux de distribution
7 Madame/Monsieur, êtes-vous en mesure d'évaluer la réactivité de l'objectif annuel de l'entreprise?
Echelle de temps luan van aujourd'hui?
8.1 Quels critères l'entreprise utilise-t-elle pour segmenter le marché?
8.2 Quel est le positionnement produit / entreprise sur le marché?
Stratégie de marché coin niché
8.3 Veuillez évaluer les produits / services actuels de l'entreprise ?
8.4 Veuillez évaluer la politique de prix actuelle de la société ?
Compatible avec la qualité des produits
Assez bon marché par rapport à la qualité du produit
8.6 Pourriez-vous nous dire quelles activités de promotion la société exerce actuellement?
9 Madame/ Monsieur, selon vous, à quels activités de marketing l'entreprise devrait-elle améliorer la prochaine fois?
Amélioration de la qualité de service
Amélioration de la politique des prix
Amélioration de la politique des promotions
10.Madame/Monsieur, êtes-vous en train d'évaluer le budget pour la mise en œuvre d'une stratégie d'entreprise annuelle?
Grand budget, garantissant la nécessité de mettre en œuvre une stratégie à grande échelle
Moyen budget, la mise en œuvre de la stratégie est modérée
Le niveau du budget n'est pas très élevé, ce qui limite la capacité à mettre en œuvre la stratégie
Faible budget et ne garantit pas la mise en œuvre de la stratégie
Autres :…. luan van devrait améliorer ses ressources humaines pour mettre en œuvre sa stratégie de développement du marché ?
Améliorer des employés plus expérimentés
Aucun recrutement supplémentaire n'est nécessaire car le personnel actuel fonctionne très bien
Améliorer la formation et le recyclage du personnel
Améliorer la compensation financière avec de bons employés
To write my thesis on improving the implementation of the market expansion strategy for Mobifone Global Technology Joint Stock Company, I would like to ask you a few questions regarding the execution of the company's market expansion strategy.
Merci d'avance pour le temps que vous voudrez bien consacrer à répondre mes questions !
Nom et prénom: Vu Phi Long
Question 1 : Monsieur, pourriez-vous s'il vous plaợt nous indiquer si l'entreprise a effectué une analyse de situation stratégique pour mettre en œuvre la stratégie de développement du marché? Si oui, comment se comporte l'entreprise?
Question 2 : Monsieur, pourriez-vous nous dire quelles sont les caractéristiques des clients cibles et des principaux concurrents dans le déploiement de la stratégie d'extension de marché de la société?
Question 3 : Monsieur, pourriez-vous expliquer la politique de marketing
(segmentation du marché, politique de produit, politique de distribution, politique de promotion……) de la société?
Question 4 : Monsieur, quels sont les objectifs stratégiques à court terme et à long terme de la société? Comment est-ce que vous avez fait pour définir ces objectifs stratégiques ?
Question 5 : Monsieur, comment est-ce que vous évaluez la politique de ressources humaines ?
Question 6 : Monsieur, d’après vous, l’allocation des ressources (ressources
Financières) ? Est-elle vraiment efficace ?
Question 7 : Monsieur, avez-vous des orientations d’activité des affaires de la société?
Merci d'avoir consacré du temps à mon étude
Les résultats d’exploitation de la Société par action de technologie Mobifone mondiale de 2016 à 2018
Bénéfices bruts 10.267 12.495 13.291 2.228 21,70% 795,78 6,37% Recette de finance 27,67 30,33 367,65 2,67 9,63% 337,32
Cỏts de gestion de l’entreprise