Choix du sujet de la recherche
The rapid growth of the economy and competitive pressures across all sectors have significantly impacted the development of businesses This necessitates that companies diligently seek the right direction, with strategy formulation serving as a crucial step in guiding their growth While developing a successful strategy is vital, its effectiveness largely hinges on the organization of its strategic deployment Essentially, a business strategy is akin to a plan, and its implementation is the crucial phase that brings this plan to life in order to achieve defined business objectives However, executing a corporate strategy is not an easy task, making the implementation of these strategies pivotal in determining whether a company's efforts will lead to success or failure.
La société par actions de commerce et de construction Thien Loc a été créée en
Founded in 2008, the company specializes in commerce and construction, focusing on serving businesses and organizations Acknowledging the challenges and opportunities in the construction sector, it has developed a market expansion strategy targeting new areas outside Thai Nguyen to increase its market share This strategy has been in effect since 2017 and is set to run until 2021 By 2019, the company established its presence in Bac Kan and other provinces However, as a small enterprise with limited competitive advantages, it has faced significant obstacles in entering larger markets like Hanoi, resulting in minimal activity there While the implementation of the company’s strategy has yielded some results, overall effectiveness remains low, with distribution and personnel policies proving inadequate, ultimately impacting sales and market share.
En raison de ce besoin urgent, l'auteur a choisi d'étudier le sujet
"My thesis focuses on enhancing the implementation of the market development strategy for Thien Loc Joint Stock Company in commerce and construction, aiming to assist the company in executing a more effective market development strategy."
Situation générale de la recherche en rapport avec le sujet
2.1 Situation générale de la recherche à l’étranger
Dans le monde, des recherches au sujet de la stratégie en général et la stratégie de développement du marché en particulier sont tres diversifiées, on peut citer quelques-unes :
Richard Lynch's book, "Business Strategy" (2006), published by Prentice Hall in London, offers a comprehensive approach to developing a strategic direction It emphasizes the importance of planning, reallocating necessary resources, and coordinating the design of a sustainable strategic deployment process.
David A Aaker's 2007 book, "Developing Business Strategies," published by Jeune in Hanoi, explores critical aspects of strategic implementation It emphasizes the importance of creatively and judiciously selecting appropriate strategic solutions based on competitive advantages.
Michael E Porter (2008) explores the essential foundations of competitive advantage in his work "Competitive Advantage." He introduces the concept of the "value chain," which dissects a company into various activities, allowing for a deeper understanding of how each contributes to overall competitiveness.
Fred R David's "Strategic Management Concepts" (2004) offers a comprehensive overview of strategic management principles, covering everything from general concepts to specific strategies The book addresses various challenges associated with strategic management and provides insights into effective strategy implementation.
2.2 Sitution générale de la recherche au Vietnam
In their 2015 book "Manuel de gestion stratégique," authors Nguyen Hoang Long and Nguyen Hoang Viet provide foundational insights into strategy and strategic management The text covers essential topics such as strategic planning, strategy implementation, and strategic control, making it a valuable resource for understanding the core principles of effective management.
[10] NGUYEN Thi Kim Chi (2018), Perfectionnement de la mise en œuvre de la stratégie de développement du marché à la Société par action de Fabrication de luan van
Pierre du Vietnam's thesis at Thuongmai University discusses the current state of strategic implementation and highlights the achievements of various activities However, the analysis lacks clarity regarding the underlying causes and limitations of these implementations.
TRAN Van Tinh (2017) explores the enhancement of market development strategies for Lock & Lock, a limited liability company in Vietnam, in a master's thesis at Thuongmai University The research focuses on refining the implementation of these strategies, particularly emphasizing the improvement of human resource allocation.
In her 2016 thesis at Thuongmai University, NGO Thu Thuy examines the operational deployment of Minh Thanh Investment Construction and Commerce Joint Stock Company’s business strategy The study focuses on effective solutions that assist companies in successfully implementing their strategies, particularly in areas such as diversification policies and market penetration strategies.
In the author's research, there has been no prior work or thesis focused on enhancing the implementation of the market development strategy for Thien Loc Joint Stock Company in the commerce and construction sector This topic is entirely unique and does not overlap with previous research subjects.
Objetifs de la recherche
Les objectifs de la recherche:
Premièrement, le mémoire systématise les bases théoriques pour la mise en œuvre de la stratégie de développement du marché des entreprises.
Secondly, the thesis examines the current status of the implementation of the market development strategy for Thien Loc Joint Stock Company in commerce and construction, highlighting its successes, limitations, and the underlying reasons for both.
Thirdly, we propose a set of solutions aimed at enhancing the implementation of the market development strategy for Thien Loc Trading and Construction Joint Stock Company during the period of 2019-2021.
Objet et cadre de la recherche
The research focuses on the key components, influencing factors, models, and processes involved in implementing the current market development strategy of Thien Loc Joint Stock Company in the commerce and construction sectors.
Le cadre de la recherche
The article focuses on the implementation of market development strategies by emphasizing key content areas such as identifying the target market, defining products, setting strategic objectives, establishing strategic business units, conducting environmental analysis, managing short-term goals, formulating policies, and allocating resources for effective strategy execution.
Target markets include Thai Nguyen province and northern provinces of Vietnam The focus is on civil engineering works and technical projects, specifically in industrial, transportation, irrigation, electrical, and water supply and drainage sectors Key construction materials consist of steel, wood, cement, bricks, and metal sheets.
This article discusses the analysis of Thien Loc, a commercial and construction joint-stock company, utilizing secondary data from 2016 to 2018 Primary data was collected between March 18 and March 24, 2019 The focus is on proposing solutions for the company’s strategic development over the next three years, from 2019 to 2021.
Méthodologie de la recherche
5.1 Collecte et analyse des données primaires
This study utilized a questionnaire method to gather primary data It involved designing questionnaires with essential questions to extract relevant information for the research Subsequently, these questionnaires were distributed to the company's employees to collect their insights and feedback.
The survey questionnaire focuses on examining the actual issues related to the implementation process of the market development strategy for Thien Loc Joint Stock Company in the commerce and construction sector.
- Objets: Personnel dans les départements.
- Nombre d'enquêtes: 45 personnes (sur 94 employés) luan van
- Méthode: Distribuer le questionnaire directement aux employés à l'entreprise et révoquez la feuille de réponses sur place.
- Nombre de votes émis: 45 votes
5.2 Collecte et analyse des données secondaires
The qualitative method involves the analysis and synthesis of data Using both primary and secondary data collected, the author conducted a thorough analysis to comprehensively assess the company's strategic deployment in the current period, aiming to provide complete and more suitable solutions.
The quantitative method employs Excel software to synthesize survey results, calculate data, and create graphs that illustrate the current state of the company's market development strategy Based on these findings and the company's actual situation, the author provides insights and evaluations regarding the implementation of the market development strategy.
Structure du mémoire
Chapitre I: Théorie fondamentale de la mise en œuvre de la stratégie de développement du marché des entreprises
Chapitre II: Analyse de la réalisation des stratégies de développement du marché de la société par actions de commerce et de construction Thien Loc
Chapitre III: Propositons et recommandations pour perfectionner de la stratégie de développement du marché de la société par actions de commerce et de construction Thien Loc
THÉORIE FONDAMENTALE DE LA MISE EN ŒUVRE DE
Concepts de base
1.1.1.1 Concept de la stratégie de développement du marché
According to Fred R David (2004), market development strategy focuses on introducing a company's existing products and services into new markets or expanding within the current market.
According to NGUYEN Hoang Long and NGUYEN Hoang Viet (2015), market development strategy involves offering existing products and services in new market areas.
Selon NGO Kim Thanh (2012), la stratégie de développement du marché est une stratégie visant à trouver des moyens de vendre des produits actuels sur de nouveaux marchés.
In summary, a market development strategy involves a business seeking opportunities for its products or services in a new market or within its existing market, aiming to foster growth and expansion.
1.1.1.2 Conditions pour appliquer la stratégie de développement du marché
La stratégie de marché est utilisée efficacement dans les cas suivants :
When new distribution channels are ready, reliable, cost-effective, and of high quality, businesses looking to expand their target market into new areas must carefully consider and effectively implement these channels.
The distribution channel plays a crucial role in engaging with customers and directly impacts the effectiveness of market development strategy implementation.
When a company achieves success, it often leverages its strengths to excel in new markets In every industry, competitive factors play a crucial role, making it essential for businesses to thrive in their current market before expanding.
When new markets are unsaturated, companies often implement market development strategies This approach is typically used when the current demand for products is saturated, prompting businesses to seek additional demand in new markets Therefore, if new markets are not saturated, the market development strategy remains applicable.
When a company has sufficient capital and human resources for expansion activities, its market development strategy necessitates increased investment in capital and management capabilities Therefore, the business must have adequate funding and capacity to effectively manage and grow its production and operations.
When a company expands into a new market, it requires greater production capacity than currently available This is essential not only to meet the demands of the new market but also to continue supplying its existing market Therefore, having excess production capacity is crucial for the company to successfully develop and launch new products.
When a company's main competitor rapidly expands its global reach, it becomes essential for the business to adapt by developing products for new markets Failing to do so may result in missed opportunities for growth and development.
1.1.1.3 Concept de mise en œuvre de la stratégie de développement du marché
Selon NGUYEN Hoang Long et NGUYEN Hoang Viet (2015), la mise en œuvre de la stratégie est la réalisation d'options dans la phase de planification stratégique par des actions spécifiques.
According to NGO Kim Thanh (2012), the implementation strategy is commonly referred to as the action phase of strategic management, engaging both administrators and employees in the execution of strategic objectives.
Selon Harvard Business Review (2015), la mise en œuvre stratégique est un ensemble d'activités sélectionnées nécessaires à la mise en œuvre d'un plan stratégique.
According to the author, implementing a market development strategy involves the company executing actions based on specific market development policies while ensuring that these actions align with the market development objectives outlined in the plan.
Quelques théories
1.1.2.1 Théorie de la mise en œuvre de la stratégie de développement du marché
Implementation is the second and central phase of strategic management There are various perspectives on strategic implementation, but the author has examined two distinct aspects of strategy implementation as outlined in Table 1.1 (Appendix 1).
Table 1.1 illustrates the differing perspectives of the two scholars To streamline the analysis, the author has selected Nguyen Hoang Long's scholarly approach as the foundation for this study.
1.1.2.2 Facteurs affectant la réalisation des stratégies de développement de marché (Le modèle 7S de McKinsey)
Le modèle d’analyse de McKinsey (Annexe1) est développé en vue de simplifier la complicité dans la réalisation des stratégies
- La structure (Structure) : La structure organisationnelle et les informations concernées présentent la relation entre les ordres, les rapports et la manière dont les tâches sont divisées et intégrées.
- La stratégie (Strategy) : La stratégie vise à créer les activités qui s’orientent vers l’objectif de l’entreprise selon un plan précis ou rendent l’entreprise adaptable à l’environnement entouré.
- Les systốmes (Systems) : Les systốmes, les processus montrent la faỗon d’organisation et d’opération Les processus réguliers ainsi que les informations officielles et non officielles soutiennent la réalisation des stratégies.
- Les compétences (Skills) : Les compétences ou capacités liées à une organisation Cela constitue les caractéristiques et capacités exceptionnelles de l’entreprise.
- Le personnel (Staff) : comprend toutes les activités concernant les ressources humaines Chaque employé est important et la collaboration entre les individus contribue au résultat général de l’entreprise luan van
- Le style (Style) : Le style de gestion ou la faỗon de communication entre les hommes
- Le super grand objectif (Super – ordinale Goal) : Les valeurs présentent dans les missions et objectifs Ces valeurs sont partagées par les membres dans l’organisation.
Modèle et contenu de recherche de la réalisation des stratégies de développement
1.2.1 Modèle de recherche de la réalisation des stratégies de développement de marché de l’entreprise
Pour étudier de la réalisation des stratégies de développement de marché de l’entreprise l'auteur utilise le modèle suivant:
Figure 1.2 : Modèle de recherche de la réalisation des stratégies de développement de marché
(Source : Manuel de gestion stratégique)
Identification le contenu de la stratégie de développement du marché des entreprises (Marché cible, produits, objectifs stratégiques, SBU, avantage concurrentiel)
Perfectionerment l'analyse de l'environnement de réalisation de la stratégie de développement du marché
Perfectionerment la gestion des objectifs à court terme des entreprises
Perfectionerment les politiques de réalisation de la stratégie de développement du marché (politiques de marketing, politiques du personnel)
Perfectionerment la répartition des ressources de réalisation de la stratégie de développement du marché luan van
1.2.2 Contenu de la recherche pour perfectioner la stratégie de développement du marché
1.2.2.1 Identification le contenu de la stratégie de développement du marché des entreprises a Marché cible
The market refers to groups of potential customers with similar needs and sellers offering various products to meet those needs Understanding consumer market characteristics is essential for companies to plan and implement effective strategies and consumption control tools The market is central to businesses, significantly influencing their production and operational activities, as it serves as both the target for entrepreneurs and the environment for product sales.
Strategic objectives are milestones, criteria, and outcomes that a company sets to achieve within a specific timeframe The establishment of these objectives is closely linked to both short-term and long-term development Various criteria exist to classify these objectives, and over time, strategic goals can be segmented into distinct categories.
- L'objectif à long terme est généralement de 5 ans ou plus, selon le type d'entreprises ayant des périodes différentes pour leurs objectifs à long terme.
Short-term goals, also known as operational objectives, are defined as having a timeframe of one year or less These goals should be highly specific and yield detailed outcomes Additionally, they relate to the Strategic Business Unit (SBU) framework.
Companies frequently need to identify their areas of operation for strategic management, often segmenting these into strategic business units (SBUs) Subsequently, the organization formulates a strategy for each SBU A strategic business unit is characterized by three fundamental traits.
- La SBU est une unité commerciale individuelle ou un ensemble domaines luan van d’activités connexes pouvant être planifiées séparément du reste de l’entreprise.
- Il existe un ensemble de concurrents sur un marché défini.
- Il'y a un administrateur responsable de la planification stratégique et de la rentabilité, il peut contrôler la plupart des facteurs qui affectent le profit. d Avantage compétitif
A competitive advantage refers to the position a company aims to achieve in relation to its competitors This position is manifested in the market through competitive factors such as product pricing, differentiation, or a combination of both.
- Le faible cỏt est quand une entreprise offre des produits/service similaires à un prix inférieur à ses concurrents.
Differentiation occurs when a company provides products or services that are distinct from those of its competitors The benefits of differentiation can include superior product quality, unique design, innovative features, and exceptional customer service.
Centralization requires companies to focus on the process of targeting a narrow segment, leading to exclusive competition in a niche market This strategy helps businesses gain a more localized competitive advantage within a larger market.
1.2.2.2 Perfectionnement l'analyse de l'environnement de réalisation de la stratégie de développement du marché a Environnement externe
L'environnement externe est constitué de 2 parties: environnement macro et environnement domaine
Environnement macro: inclut des forces qui ne sont souvent pas liées aux activités à court terme de la société mais qui affectent principalement les décisions stratégiques de l'entreprise à long terme.
Analyzing economic forces is crucial as it encompasses factors that influence purchasing power and consumption patterns The growth rate enables businesses to anticipate market capacity changes, while interest rates impact investment trends and consumer savings.
Political and legal forces significantly impact the development potential of businesses Political stability fosters a favorable environment that attracts investments across economic sectors, enabling companies to expand their operations effectively.
- L'environnement socioculturel: Les facteurs qui entraợnent des changements de consommation tels que leurs attitudes, la pyramide des âges, les préoccupations et priorités sociales, les conceptions et la culture.
The advancement of science and technology has significantly transformed economic trends Companies that possess or soon adopt superior technology will inevitably gain a substantial competitive advantage.
- Le processus d'internationalisation et de mondialisation se produit vigoureux, aidant les entreprises à accéder plus facilement au marché international et à améliorer l'environnement des affaires
Selon Michael Porter, la concurrence dans un domaine dépend des cinq forces suivantes:
Potential competitors are companies that develop strategies to enter new business sectors, thereby diminishing the market share of existing firms and intensifying competition within the industry.
- Produits de substitution: L'apparition de substituts peut entraợner un risque de réduction du prix de vente ou de réduction de la rentabilité de l'entreprise.
Competition among businesses in the industry involves rivals that offer similar products or services These competitors share market share with the company and can overtake it if they possess a greater competitive advantage.
- Fournisseur: est l'un des facteurs importants qui affectent directement les opérations de l'entreprise, contribuant à la stabilité du processus métier et garantissant la qualité des intrants.
- Clients: les entreprises existent sur le marché grâce à la fourniture de produits/services aux clients et toutes les activités de l’entreprise visent la satisfaction du client b, Environnement interne
Les gestionnaires stratégiques doivent évaluer les forces et les faiblesses de luan van leurs organisations
Human resources play a crucial role by providing input data, directly participating in goal planning, analyzing strategic situations, and executing business strategies The company's personnel consists of both management and subordinates across various departments.
Finance is linked to the creation and utilization of monetary funds in the production and business activities of companies Financial factors frequently alter existing strategies and impact the execution of corporate strategies.
- Installations et technologie: Investissement dans les installations - technologie aide l'entreprise à créer des avantages à long terme L'avantage appartiendra à toute entreprise détenant ou appliquant une technologie supérieure.
1.2.2.3 Perfectionnement la gestion des objectifs à court terme
Short-term objectives serve as a specification of the long-term goal or the company's annual target The long-term goal is achieved when the annual objective is effectively set and accomplished This target is established within the relevant units and organizations of the company, ensuring unity and logical coherence among all objectives.
L’objectif annuel est établi en se basant sur le principe SMART : S (Specific- spécifique, clair); M (Measurable- mesurable); A (Achievable - Réalisable); R (Realistic- Réaliste); T (Time bound- Durée de réalisation).
1.2.2.4 Perfectionnement les politiques de réalisation de la stratégie de développement du marché a Politique de marketing
La politique de marketing se concentre sur le produit, le prix, la distribution, la promotion.
ANALYSE DE LA RÉALISATION DES STRATÉGIES DE DÉVELOPPEMENT DU MARCHÉ DE LA SOCIÉTÉ PAR ACTIONS DE
Présentation générale sur l’entreprise
2.1.1 Processus d’établissement et de développement
Thien Loc Corporation, established on March 13, 2008, operates in the commerce and construction sectors, focusing on economic accounting and financial independence.
Under the leadership of Director Duong Van Khiem, who has over 10 years of experience in construction, the company initially focused on the construction sector A year later, it diversified its operations to include investment in construction, trading of building materials, and real estate Currently, the company aims to establish itself as one of the leading construction firms in Thai Nguyen province.
Actuellement, la société par actions de commerce et de construction Thien Loc opère dans les principaux domaines suivants:
- Le commerce: faire des affaires de matériaux de construction, fer et acier, machines et immobilier.
Construction encompasses civil engineering works and technical projects, including industrial, transportation, irrigation, electrical, and water supply and drainage systems It involves preparing construction sites, installing construction equipment, and completing construction projects, which include both interior and exterior decoration.
- Autres activités: le conseil, l’investissement dans la construction.
Le schéma de l'appareil organisationnel de la société par actions De commerce et de construction Thien Loc est généralisé conformément à la figure 2.1 (Annexe 1). luan van
The company is structured according to a functional-line management model, where the director oversees all business activities while departments carry out their assigned tasks This approach offers several advantages, including compactness, speed, and flexibility, along with low management costs It also enhances efficiency and allows for easy control and adjustment of various components and activities within the organization.
With this organizational model, the director can swiftly understand both internal and external information, enabling quick and informed decision-making for the company's operations.
2.1.4 Résultat des affaires de la Société par actions de commerce et de construction Thien Loc
Sur la base des données fournies par la chambre de comptabilité de la société, les résultats des affaires de l’entreprise sont présentés dans le tableau 2.1 (Annexe 1).
En 3 années consécutives, le chiffre d'affaires de la société a augmenté, en
2017, de plus de 2,9 milliards par rapport à 2016, et de 5,8 milliards par rapport à
2017, ce chiffre est positif C’est la prémisse de l’entreprise pour augmenter ses bénéfices et élargir son envergure.
Between 2016 and 2018, the company's pre-tax accounting profit consistently showed positive results, demonstrating a gradual increase over the years Notably, in 2017, revenues surged by 40.43% compared to 2018, highlighting the effectiveness of corporate governance This progress is a significant step towards sustainable development in the future.
Évaluation générale des facteurs environnementaux affectant la réalisation des stratégies de développement de marché de la Société par action de commerce et de
Vietnam achieved its highest growth rate in the last decade, with a GDP increase of 7.08% in 2018, marking the highest level since 2008.
In Thai Nguyen province, the economic landscape has undergone significant positive changes and robust growth, serving as a catalyst for economic restructuring aimed at industrialization In 2018, the total number of products in the province rose by 10.44% compared to 2017, closely aligning with the target of 10.5% Additionally, the industrial and construction sectors experienced a notable increase of 13.2%, contributing 8.1 percentage points to the overall economic development.
The economy has experienced positive changes due to the opening of economic policies, which have created numerous opportunities for business development in the construction sector, particularly for Thien Loc Company.
This year, exchange rates may rise by 1 to 3%, increasing the risk associated with importing materials, machinery, and equipment, as well as impacting the company's foreign currency accounts.
The government issues various laws, circulars, and decrees to support businesses, including the Architecture Law, Urban Development Management Law, Housing Law, Real Estate Law, Urban Planning Law, and Procurement Law No 43/2013/QH13, along with Circular 04/2010-TT-BXD and Decision 957/QD-BXD.
Cependant, les dispositions légales relatives aux activités de construction se chevauchent, sont inadéquates et inégales, créant de nombreux obstacles.
The Thai Nguyen General Planning Adjustment Project for 2035 focuses on fostering development connections with provinces and cities in the Northern Midlands and Mountain region, as well as the Hanoi capital area and the entire country.
Immediately following the approval of the planning project, the People's Committee of Thai Nguyen Province swiftly implemented investment projects aimed at enhancing and concentrating investments in the infrastructure of industrial parks and clusters With these adjustments, Thien Loc Company must seize the opportunity to expand its operations in the province and broaden its market reach to northern provinces.
According to the General Statistics Office, Thai Nguyen experienced a natural population growth rate of 1.89% in 2018 This demographic growth is synonymous with urbanization and reflects investments in urban development.
This process boosts housing demand and encourages the development of essential infrastructure, including transportation, energy, utilities, and civil engineering projects It presents a significant opportunity for businesses, as rapid urbanization leads to increased material consumption and construction activities, creating a favorable market for long-term business growth.
The company focuses on clients such as state agencies, businesses, and organizations To prepare for the establishment of the factory, it is essential to construct workshops and infrastructure, as well as carry out foundational construction work Additionally, to ensure the smooth operation of businesses, companies must modernize their facilities and repair factories to adapt to operational conditions, thereby boosting the demand for construction and materials and creating opportunities for construction firms.
Furthermore, the criteria for selecting contractors by companies and organizations have evolved Projects must be highly functional, maximizing space with modern amenities The highest demands now include aesthetic design and harmony with the natural environment Given these criteria, balancing affordability and construction speed has made it challenging to attract clients and apply pressure on contractors.
The 4.0 technological revolution will significantly impact the construction industry globally, including in Vietnam Recognizing, understanding, and applying these technologies is crucial for companies aiming to gain a competitive edge in today’s business environment.
The first key aspect is the Building Information Modeling (BIM) system, a digital process utilized throughout a project's lifecycle Globally, this system has gained significant traction and has also been adopted in Vietnam However, transitioning from an older 2D model to this advanced 3D model requires a considerable initial investment.
The company has leveraged virtual reality (VR) technology as a powerful tool for designers to share information and ideas, ultimately enhancing client productivity and work efficiency Additionally, with the use of QR code technology, warehouse staff can simply scan the QR code with a phone to access product specifications, allowing for direct export of information to the internal ERP system, eliminating the need for manual recording.
2.2.1.2 Les facteurs de l’environnement sectorial
Les concurrents de Thien Loc sont d’autres l’entreprise de production et d’affaires du secteur de la construction opérant ensemble dans la province et en concurrence avec la société.
In the construction and commerce sector, Thien Loc Corporation holds a significant market share in the province, leading to intense competition within the industry The company faces strong rivalry from several key competitors.
+ La société de construction Binh Yen n ° 34
+ La société de construction Cuong Thinh
+ La société de construction Hoang Gia-Thai Nguyen
Analyse et évaluation de la situation réelle de la réalisation de la stratégie de développement du marché de la société par actions de commerce et de construction
2.3.1 Identification de la stratégie de développement du marché de l'entreprise
2.3.1.1 Type de stratégies mises en œuvre
To enhance efficiency and capture market share, businesses should focus on market development as the most effective strategy The chosen development method is crucial and is illustrated in the accompanying figure.
D'après la figure 2.2, l'entreprise se concentre sur le développement du marché en largeur Avec l'ambition d'élargir la part de marché, cette méthode est très raisonnable :
Figure 2.2: Méthode de développement du marché de la société
(Source: Auteur) investir dans la largeur pour élargir l’échelle, maintenir la capacité, augmenter la part de marché, mieux prendre pied pour les produits et la position de la société.
During its development phase, the company has established a strong presence in the Thai Nguyen market, boasting a loyal clientele that includes state institutions, businesses, and local organizations The company excels in maintaining and expanding its existing market To align with its business strategy, it aims to gradually shift from in-depth development to broader growth Nevertheless, the company continues to pursue both strategies simultaneously, as they are closely interconnected and consistent with its overall commercial objectives.
Furthermore, the company's business strategy focuses on differentiated competitive advantages by leveraging unique, high-quality, and prestigious products and branding.
Les objectifs stratégiques de l'entreprise sont évalués à l'aide de la figure.
La figure 2.3 montre que la société a fixé de nombreux objectifs stratégiques avec une vision à l'horizon 2021.
L’augmentation la part de marché à
7% est la stratégie la plus importante dans cette période de la
Figure 2.3: Objectifs stratégiques de la société
(Source: Auteur) société Avec sa position ainsi que ses capacités actuelles, les objectifs de la société sont très appropriés.
The company has established several key objectives, including enhancing competitiveness, increasing revenue and profits, and promoting the brand Brand promotion is the least prioritized goal, as it is seen as a natural outcome once the company successfully increases its market share.
Les clients cibles de la société sont illustrés à la figure 2.4:
According to the survey results, the target customers that the company aims to develop in this market will focus on three groups: state institutions, businesses and organizations, and distribution intermediaries Notably, these groups also represent the company's existing customers Specific objectives have been established for each target customer group within the strategy.
13.30% Établissements d'Etat Entreprises, organisations Intermédiaire de distribution
Figure 2.4: Marché cible de la société Thien Loc luan van de développement du marché sont les suivants: (Source: Auteur)
State institutions represent the top client group contributing to the company's revenue The goal of the market development strategy is to enhance the financial contribution of this client segment, ensuring it remains a primary customer base for the long-term growth and brand development of the company.
Clients include businesses and organizations, representing the second key customer segment that the company targets for market development This group is crucial as it provides a significant revenue source By fostering strong relationships with these clients, the company can cultivate loyalty, leading to a stable and ongoing income stream.
Customers serve as distribution centers, playing a crucial role in both the consumption and distribution of a company's products Additionally, it is essential for the company to minimize conflicts among agents, such as market share disputes and competition among clients for customers.
According to survey data, the company's target market is the Northern region, which is a promising area that will yield significant profits With its headquarters in Thai Nguyen, the company has focused on harnessing the potential of this region.
En outre, la société a réussi à toucher d’autres marchés dans les provinces du nord, tels que Bac Kan, Lang Son.
The company has expanded its operations into the Hanoi market, where competition is intense However, the results have fallen short of expectations, with business activities being limited and not yet effective Therefore, during this strategic phase, the company must focus on maintaining its operations in Thai Nguyen and surrounding areas while developing strategies to penetrate the Hanoi market.
L'avantage concurrentiel est la force de l'entreprise par rapport à ses concurrents, ce qui accroợt la compétitivité Selon l’enquête, l’avantage concurrentiel de la société est illustré dans la figure.
Le graphique 2.5 montre-que la qualité du produit constitue le principal avantage concurrentiel de la société.
Figure 2.5: Évaluation des avantages concurrentiels de la société Thien Loc
Toutefois, si la qualité du produit ne suffit pas, les bons produits et des éléments uniques, variés constituent l’avantage concurrentiel absolu de la société.
To achieve various benefits and ensure high-quality products, a company must invest significant effort and time This includes substantial capital expenditure on modern equipment from the outset, despite high costs, as a strategy to overcome financial challenges Additionally, the associated services are crucial in fostering a loyal customer base for the company.
Afin de planifier et d’assurer une gestion efficace, la société a divisé les unités d’exploitation - comme indiqué à la figure 2.6.
Conseil en construction Secteur immobilier Secteur matériaux Investissement en construction
Figure 2.6: Densité des chiffre d’affaires des produits/services de la société luan van
The company currently operates six Strategic Business Units (SBUs), with a primary focus on high-revenue technical project construction This sector is actively managed and financially invested in, as it presents numerous future development opportunities in Thai Nguyen province, where many industrial park planning and construction projects are underway.
The construction of civil engineering projects and the building materials sector present long-term business opportunities for the company Investing firmly in these areas is essential to enhance growth and profitability, thereby solidifying the strong position of this Strategic Business Unit (SBU).
Investments in construction, the real estate sector, and construction consulting services remain highly effective, with significant development potential as foreign capital in real estate increased in 2019.
2.3.2 Situation actuelle de l'analyse environnementale pour déployer la stratégie de développement du marché de l'entreprise
Le figure 2.7 (Annexe 1) illustre les opportunités et les défis de l'environnement macro macro-économique pour l'entreprise actuelle.
- Vitesse d'urbanisation élevée, taille de population élevée et structure de population jeune: entraợnant une augmentation de la demande de nouveaux logements, la demande de bâtiments publics augmente également.
The state infrastructure policy focuses on implementing strategies to enhance the development of transportation and industrial projects This approach aims to attract foreign investments, thereby establishing favorable conditions for business production and transportation.
Conclusion sur la mise en œuvre de la stratégie de développement du marché de la société par actions De commerce et de construction Thien Loc
In analyzing the current state of the market development strategy deployment by Thien Loc Joint Stock Company in the construction and commerce sector over recent years, it is acknowledged that the company has achieved significant successes.
First, when setting short-term goals, the company focuses on establishing annual objectives, which lay the groundwork for allocating key resources: financial, material, human, and technical This approach enables the company to refine and track the advancement of its long-term strategic goals.
Secondly, the marketing strategy encompasses product policy, which remains the primary focus of the company, as it serves as a competitive advantage that sets it apart This emphasis on product policy has led the company to achieve significant success in quality, earning high appreciation from customers.
Et la politique de promotion du commerce, les activités publicitaires de la société se font assez bien.
Thirdly, the company's personnel policy includes a reasonable compensation system and incentive mechanisms, along with unified pay and public announcements This approach has motivated numerous employees, fostering a comfortable work environment and encouraging them to generate innovative ideas and business concepts.
Quatrièmement, l’entreprise estime que l’allocation des ressources sous une forme indépendante ne suffit pas La combinaison de deux méthodes d’allocation aide l’entreprise à utiliser des ressources plus flexibles et optimales.
In addition to the aforementioned achievements, Thien Loc Trading and Construction Joint Stock Company faces numerous challenges in executing its market development strategy.
Short-term goals are widely understood and considered beneficial; however, the company's short-term objectives are communicated to each department without clear rewards for employees This lack of incentives hinders the achievement of the desired results.
Secondly, the training policy remains inadequate; staff require further training to develop professional skills and gain sufficient experience, which is essential for enhancing the efficiency of human resource utilization.
Thirdly, the distribution strategy does not align with the company's rapid growth It is important to focus on developing indirect distribution channels rather than overly concentrating on direct channels.
Quatrièmement, les activités de relations publiques n’ont pas été correctement investies, la mise en œuvre reste médiocre et n’a pas noué de relations étroites avec la communauté.
Après avoir effectué des recherches directement auprès de l'entreprise, l'auteur peut restreindre le processus de mise en œuvre de la stratégie de développement du marché:
Les facteurs environnementaux externes qui affectent fréquemment l'entreprise sont toujours très compliqués et fréquents.
The rapid globalization process has significantly impacted company revenues and market shares, as businesses engage in the establishment of new enterprises and face intense competition.
Dependence on external supply chains leads to increased costs and pressures on project budgets, material expenses, and extended transportation times, which hinder the effective execution of a company's business strategy Subjective factors also contribute to these challenges.
The level of skills required to implement the business strategy of senior executives is limited The execution of this strategy largely depends on the manager's experience, leading to insufficient efforts that undermine the effectiveness of the proposed strategies.
The high management training policy lacks focus and primarily addresses familiar staff, while the control policy remains ambiguous.