business strategy of ctin j s c in vietnam digital transformation

This report generally summarizes the company’s general information with the internship’s assigned tasks and performance, explains the business expansion strategy of the company in the Vi

COMPANY BACKGROUND

History of the company

Joint Stock Company for Telecoms and Informatics (CTIN J.S.C), which was formerly Informatics Equipment Repair Enterprise No 1, was established pursuant to Decision No 33/QD, dated 13 th January 1972 by Vietnam Post and Telecommunication Group (VNPT) From 1972 to 2000, the company invested strongly in transmission technology and established the Informatics department, making the foundation for developing Software and System Integration network, directing to the business field in IT In 2001, the company equitized successfully into Joint Stock Company for Telecoms and Informatics (CTIN), operating in telecoms and informatics pursuant to Decision No 537/QD-TCBD dated 11 th July 2001 by VNPT with the Business Registration certification No

0100683374 issued by Hanoi Department of Planning and Investment

CTIN J.S.C is a telecommunications and information technology company, providing various ranges of products and services such as transmission installation, services deployment of 2G/3G/4G/5G networks, enterprise management software, automation solution for smart buildings, and cloud-based services, etc The company’s main customer segments are the Government departments and small and medium Telecommunications companies CTIN focuses on the cooperation with local and foreign partners to grasp new technologies for utmost customer satisfaction It is considered a successful company which attracts qualified human resources with more than well-educated 400 staff

CTIN's strategic objective is to become a prominent innovator and creative force in Vietnam's technology landscape To achieve this, the company collaborates with international telecoms and IT providers, leveraging their expertise in consultation, installation, deployment, and optimization These partnerships have fostered efficiency, enabling CTIN to establish a strong customer base across diverse industries, driving its overall growth and positioning it as a key player in the market.

CTIN's emphasis on long-term growth has led to the creation of specialized departments that support its business objectives Among these, the Research and Development (R&D) department plays a crucial role in fostering innovation and driving competitive advantages The company's consistent growth over the years has allowed it to compete effectively with domestic rivals in its industry, leading to its recognition as one of the top four IT companies in the government's rankings.

General information of CTIN J.S.C

Company registered business name: Joint Stock Company for Telecoms and Informatics

Abbreviation: CTIN - Year of establishment: 2001

In word: Three hundred and twenty-one billion eight hundred and fifty million dong

Business scope licensed: Manufacturing telecommunication equipment which includes:

- Investment in production of telecommunications and internet devices

- Import and distribution of telecommunications products and services

Number of labors: more than 400 employees

Address: Alley 158/2 Hong Mai Street, Quynh Loi Ward, Hai Ba Trung District, Hanoi Telephone number: (+84) 4 38 634597

Email address: info@ctin.vn

1.2.2 South Branch in Ho Chi Minh City:

Address: 435 Hoang Van Thu, 4 Ward, Tan Binh District, HCMC, Vietnam

Email address: hcm@ctin.vn

1.2.3 Middle Branch in Da Nang City:

Address: 2 Thanh Hai, Hai Chau District, Da Nang City, Vietnam

Email address: danang@ctin.vn

Thư viện ĐH Thăng Long

Service fields execution

CTIN, which is the first enterprise to implement mobile network projects in Vietnam, owns the largest market share in construction services, mobile network infrastructure integration for the largest GSM operators such as Mobifone and Vinaphone

No Services Functions Projects Contractor Technology

Telecommunications network infrastructure consult & design

Survey, design required transmission networks

Transmission project 2044 Vinaphone Mobile network

Mobile network (Huawei) Pasolink viba transmission Mobifone Viba network transmission

BTS and test driver installation (Huawei)

CTIN has more than 10 years of experience in nationwide large projects implementation which requires high technical skills The IT network infrastructure services are provided for both the public sectors and the telecommunications companies in Vietnam CTIN has proved itself with various projects and contracts since the first day

Table 2 IT Network infrastructure services

No Services Functions Projects Contractor Technology

IT network infrastructure consult & design

Survey, design required networks system

Transmission network CPT Mobile network

MAN-E system VNPT Ethernet technology

Data Center VNPT Data Center

With more than 20 years of experience in the telecommunications field, CTIN proudly provides the maintenance and information rescue for customers such as Mobifone, Vinaphone, VNPT, etc

No Services Functions Projects Contractor

SDH transmission Cisco, Huawei, etc Viba transmission Vinaphone, Mobifone MAN-E expansion VNPT 26 provinces

To meet the growing demand for managed services, CTIN is implementing its own products across its entire system, linking the Headquarter with two branch offices in Vietnam This move serves as a testbed for ensuring the success of future contracts and significantly enhances the company's productivity As one of the top Gold Partners of Cisco in Vietnam, CTIN possesses the expertise and capabilities to leverage technology for operational efficiency.

Table 4 Managed services by CTIN and Cisco

- Allows people to communicate individually or in groups by any type of device

- Provide high quality audio and video

WebEx® Premium 8 WebEx® Premium 25 WebEx® Premium 100

- Provides security and control for the distributed enterprise

- Users are protected on any device and in any location worldwide

Cisco Cloud Web Security Services:

- Provides centralized visibility control over Meraki's wired & wireless networking hardware

Meraki Cloud based management services

- Allows customers to manage and control energy consumption

- Reduce energy costs & optimize energy consumption

Fast Start Trial Foundation Standard Advanced

CTIN’s clients

CTIN J.S.C, which has two main customer categories, focuses on the Public Sectors and Telecommunications companies To meet the various demands, the company has designed the separated teams to serve the distinct customer groups with different requirements and purposes CTIN J.S.C aims to extend participation in public investment procurement programs of the Government and large enterprises, especially public-private investment projects of the Government or projects with a high specificity of enterprises With the goal of capturing at least 30% market share in some key customers, especially focusing on Ministries and Sectors, the company has built long-term relationships in recent years

Table 5 CTIN’s Public Sectors group clients

Client’s name Projects Technology Service

Package: EOC Center Building Data Center

IT Network Infrastructure consult & design

NPC-ETC Package: Medium Voltage for ETC Security IT Network

EVN Package: Web Application Firewall Security

PVComBank Package: Backup – HCI Data Center

Package: Replace virtualized disk cabinets in Data Center, Redundant Data Center and Deployment Service

Package: “Pre-purchase of storage cabinets under the 2018 transitional plan to 2019 for VCB”

EVN-NPC Package: WAF solution for EVN in

IT Network Infrastructure consult & design Department of

Package: Procument of IT equipment RS

VP Bank Package: Procument and implementation of Network Security Security IT system implementation

Besides, CTIN J.S.C focuses on revenue growth in the field of system integration to remain the number one position in the two traditional carriers which are VNPT and Mobifone Also, developing and expanding market share in the Viettel market simultaneously Some examples are listed down in Table 6

Table 6 CTIN’s Telecommunication group clients

Client’s name Technology Technology Service

Package: Building a public Wifi network for Quang Ninh Department of Information and Communications

IT Network infrastructure consult & design

MobiFone Package: MobiFone Ho Chi Minh City expansion

MobiFone Package: PE RAN 2020 Project RS

VNPT Group Package: VNPT RR SP Routing

Telecommunication s network infrastructure (TNI) consult & design MobiFone Package: Centralized Backup Data Center

IT Network Infrastructure consult & design

VNPT Package: Equipment for IP network expansion 2020 - 2021 SP Routing IT system implementation VNPT IT

Package: Supplying computer equipment, printers, photo scanners and sockets

VNPT Package: Automation solution SP Routing

VNPT Package: POC Segment Routing –

VNPT SP Routing TNI consult & design

MobiFone Package: PE in South and Middle provinces SP Routing

VNPT Package: Centralized shopping for

VNPT – 2020 SP Routing Telecommunication s equipment providing VNPT Media

Package: Purchase equipment for the 2 nd VMP system upgrade, expansion in

VNPT Cooperating with VNPT to provide

MobiFone Package: Metro in North SP Routing

Key Financial Figures

The detailed financial situation of CTIN J.S.C in the fiscal years 2018 – 2019 - 2020 will be presented by the Income Statement table, with the detailed information and numbers which were calculated throughout the years, providing a general view of the company’s financial situation Generally, the sales and revenue of CTIN have slightly decreased over the years This is caused due to various internal and external factors, mainly from the aggressive competition from emerging competitors and lack of either technological or financial capability during the bidding process To overcome these difficulties , CTIN decided to exploit new technologies and invest in a research

9 and technology fund, by putting more investment in the Research and Development department to focus on the services and products provided for the customers

It can be clearly recognized that there was a minor reduction in the net profit from 2018 to 2019, CTIN lost a large deployment contract to its competitor and some of service renewal contracts for clients because of the technological incapability However, the company tried to save costs by reducing the operational expenses

In 2020, the Covid-19 pandemic apparently resulted in a decrease in the total sales of goods and services Its widespread has infected millions and brought economic activity to a near-standstill as the Governments trying to halt the spread of virus; hence, although the business result in 2020 remarks the lowest in the past 5 years, the total value of the projects in progress convert revenue to

2021 is remarkable, which is over 950 billion VND

CTIN J.S.C Income Statement in FY2018 - FY2019 - FY2020

Sales of goods and services 1.582.947.801.318 2.261.186.738.758 2.367.476.184.403

Net revenue from sales of goods and services 1.582.947.801.318 2.260.269.248.269 2.367.446.768.818

Gross profit from sales of services 151.863.701.595 218.310.341.078 177.989.238.325

Profits (Loss) in Joint Ventures - - 5.334.342.690

Profit from other activities 799.614.513 4.683.370.517 7.297.801.146 Accounting profit before tax 79.312.931.315 108.518.221.778 108.515.830.137

Current corporate income tax expenses 13.310.507.327 18.911.294.238 15.563.800.508

ORGANIZATIONAL STRUCTURE

Organizational map of CTIN J.S.C

Functional description

The General Meeting of Shareholders is the highest decision-making body of a Joint Stock Company, including all voting shareholders as provided for in the company’s charter It has the following powers:

- Decide the annual dividend rate of each class of shares

- Elect, dismiss, and remove members of the BOD and Supervisors

- Decide to amend and supplement the company’s charter

- Review and handle violations of the BOD and Supervisory Board which cause damage to the company and its shareholders

- Decide to reorganize or dissolve the company

- There are 07 members in the Council They are chosen by the General meeting of shareholders

- The Chairperson is elected by the Administrative Council

The Chairperson executes several main responsibilities:

- Prepare program and plan of activities of the Members’ Council

- Prepare agenda, contents, and documents of the Members’ Council meeting

- Supervise or organize the supervision of the implementation of resolutions and decisions of the Members’ Council

- On behalf of the Members’ Council, sign resolutions and decisions

The orientations and policy decisions of the Administrative Council are strictly implemented and enhanced by the Board of Directors in business activities, of which include:

- Approve the annual production and business plan of the Company

- Approve the business development orientation

- Approve the signing of Contracts for the sale of shares

- Approve the payment of dividends for shareholders

- Build plans for the business implementation and overcome the difficulties ahead

The Control Board has performed its functions and duties in accordance with the Company’s charter and internal regulations on corporate governance

- The Board regularly reviews periodical business reports and financial statements of the company, captures the shortcomings and difficulties in production and business activities, and makes timely recommendations to the Board of Directors

- Supervise the implementation of resolutions and decisions of the Board of Directors in production and business activities in accordance with current regulations

- Implement periodic or unexpected inspection and investigation if necessary

- Control operations and examine the financial statements of the corporation in accordance with current regulations and accounting standards, ensuring that the financial statements honestly and reasonably reflect the financial position

2.2.4 The BOD (which includes General Director and Deputy General Directors)

The BOD is responsible for the preparation of the annual consolidated financial statements which give a fair view of the financial position and results of operations of the company The General Director, who represents for the company before authority and other parties is appointed by the BOM, pursues the highest authority in CTIN J.S.C:

- Decide on the content, amendment, and supplementation of the company’s Charter

- Decide the development strategy and annual business plan of the company

- Decide on development and investment projects

- Approve the company’s financial statements

- Monitor and evaluate the company’s business activities

- Decide on issues related to the company’s day-to-date business operations

- Organize the implementation of the company’s business and investment plans

- Issue internal management regulations of the company

- Propose plans to utilize profits or deal with losses in business

As the most senior leaders after the General Director, Deputy General Directors play a crucial role in supporting and assisting the organization's top executive They are responsible for implementing and overseeing the company's overall performance, establishing goals and objectives for various functional departments These leaders specialize in specific domains: the Deputy General Director for Business and Accounting manages the Business Department and Financial Accounting Department, while the Deputy General Director for Administration, HR, and Technical Issues oversees the Administration Department, HR Department, R&D Center, and other technical divisions.

The Business Department plays a major role in the company’s business production by working on the market research conduction, products promotion, and distribution for the customers It performs the following main responsibilities:

- Advice to the General Director in the distribution of products, market development, and the annual planning report on the sale activities

- Conduct market research and customer segments

- Propose and implement the strategies on the products and market expansion

- Investigate the market, search for potential clients, and maintain customer relationships

- Prepare a business plan and update business information annually

- Represent the company to work with various clients in negotiation and contract signing

- Deploy the market, products, and customer relationship development

- Conduct the annual report on the business activities and relevant assigned works

- Disseminate and offer bid packages

The Financial Accounting Department is one of the most important departments in the company, the Director will perform the reports to the General Director and ensure to manage:

- Ensure the efficient financial management to support all business activities

- Develop a financial strategy which will support the business goals

- Analyze the financial information needs and review the existing systems

- Complete the payroll and budgeting for the company with the financial evaluations

- Deal with tax affairs, understanding the taxation implications of business plans

- Conduct financial planning annually to build the budgeting for the company

- Calculate and conduct the required financial documents relating to the operations and business productions with revenue, profit, or loss analyzation

The HR Department has a director who summarizes the information and makes reports to the General Director quarterly and annually in terms of human resources, regulations, employment legislations, etc HR Department has many important functions in the company, such as:

- Conduct human resources planning for shaping recruitment, selection, employee performance, and all other aspects

- Attract, recruit, and select the potential candidates for the vacancies

- Create the business environment for the workers to develop the essential skills

- Ensure the compliance of the employees with employment legislations and regulations

- Conduct the payroll for employees monthly with salary, bonuses, rewards, etc

- Promulgate regulations following the assigned duties and authority by the BOD

The Administrative Office is managed by a director, who mainly assists and reports to the General Director on the arrangement and organization of utilities’ management in the company

- Act as a general point of contact for all employees regardless of the branches

- Manage and record the quarterly office stock, preparing regular reports to the BOD

- Organize, preserve company records, reports, and the essential documents

- Manage logistics, communications, facilities (equipment with the maintenance procedure), and utilities

- Store, release the general documents and send, receive the letters/documents/archives

The R&D Center is managed by a Director and reports to the General Director monthly on the situation of technology research Bidding packages are also referred to by the Director and Deputy Director who have relationships with the clients The center pursues a wide range of responsibilities:

- Provide market insights and develop new technologies to keep business competitive

- Find, research and acquire new technologies with market prices

- Create innovation: new ideas, products, services, and technologies and update existing ones to make competitive advantages

- Improve productivity, achieve future growth, and maintain relevance

- Investigate, develop, and test new technologies by learning, training, attending webinars, workshops, etc and apply the learnings into projects or contracts

- Oversee the pre-sale’s workloads, taking the responsibilities of providing the technological solutions to end customers

- Support the Business Department with the market expansion, acquiring the potential customers, and providing new technologies for Contracts

2.2.10 Other Technical Centers (System Integrator/Software/Telecommunications)

Each center has a director, who manages in general and makes reports to the General Director monthly, is the highest manager of the technical centers and senior management level in the company They are responsible for planning, implementation, and supervision of technical works;

15 also, they are intermediaries who connect the technical center in the company to create the synergy effect The centers generally will:

- Contain the top engineers in the technology segments within the market

- Deploy the projects by installing, maintaining, and supporting the clients after sales

- Provide direct support to the customers

- Manage administrative instruments and make plans for regular maintenance

- Complete fixing and replacement when the errors/issues happen

- Support the Business Department and R&D Center while deploying the projects.

Position and role of the intern

I will be interning at the R&D center, which develops strategies for new technologies and utilizes them to expand the market It has 14 employees, with a Director and a Deputy Director Employees are assigned according to the technology segments which they specialize in, with 1-2 responsible for each segment Each group will find and research new technologies with market prices, then compare features and prices between equipment vendors to deploy the technology Once the conclusion is finalized, they will propose to the Director of R&D center and synchronize with the sales team to match the project if it has Beside, 1 employee is assigned to be responsible for managing company partners The interns, who are guided by the Deputy Director of R&D center, participate in supporting the customer relations Taking my four-month internship from 1 st June

2021, I was assigned to be the Deputy Director’s assistant, who supported the customer relations and development of the new technologies Taking the opportunity to intern in an international environment with a high reputational company within the industry, I realize the chances of utilizing the knowledge and experiences from the MBA-AMI courses to implement the strategies for CTIN to become a market leader in terms of technology and market share

MISSION OF THE INTERN

The assigned tasks for the intern

Joining CTIN J.S.C as an assistant for the Deputy Director of R&D center since the beginning of June 2021, my main responsibility is to assist the Deputy Director in managing technology equipment supplier partners, including the following tasks:

- Maintain relationships with partners which are the technology firms, in terms of requirements for annual partner renewal such as: Implement partners’ programs, obtain full required personnel certificates, achieve the required annual revenue, etc

- Prepare additional documents required for inspection, which are the proofs for: revenue, certificates, compliance, etc

- Plan the qualified exam for CTIN personnel

- Make an annual renewal partnership plan for CTIN according to each partner’s requirements This is an annual renewal of the company

My internship, which is divided into different phases with distinguishing tasks and targets to be accomplished, is in charged of my direct supervisor The details are included in the given table:

Table 7 The schedule of internship

Company, departments, and products acknowledgement

- Study the company’s overview, history, and general information

- Do market research, potential customer segments, and competitors within the regional markets

- Understand the R&D center’s responsibilities and duties

- Study the wide range of services (technologies) with the general accompanied partners (eg: Cisco, HPE, NetApp, etc.)

- Acknowledge the development strategies and 3- year-plan with the strategic products

- Understand the purposes of the program, development path of the company utilizing this program

- Acknowledge the general information, details, and specialties of product/service

- Get to know highly potential customers/markets

- Acknowledge the information and requirements from the supervisor

- Identify the potential customer segments with specifically provided products

- Analyze information and build stakeholders’ matrix, PESTL (macro-environment analysis), and PORTER’s five forces (industry and sector analysis)

- Analyze the strengths and weaknesses of the company and construct a SWOT matrix

- Summarize the information and export the general conclusion on the project execution Phase 4:

- Build business strategy for market expansion using Cisco Meraki wireless LAN

The link between subject matter and the intern’s mission

Being assigned as the assistant for the Deputy Director of R&D center, my job is to support him in managing partner relationships To accomplish my mission, several objectives and milestones must be achieved It begins with understanding the company’s development plan with the strategic product, helping me to shape the acquiring knowledge and come up with the suitable realistic ideas for the subject matter From my daily work, understanding Cisco’s products and its advantages allow me to think of expanding the company’s market using these products By organizing and attending training due to Cisco’s requirements, I had the chance to acknowledge the products Also, maintaining relationships with different partners allows me to understand the advantages of the partners as well as their goods I was asked to study documents of various partners to have a general understanding about the industry and market Therefore, this allows me to conduct comprehensive comparisons among the product providers and develop the idea of business expansion strategy using Cisco Meraki wireless LAN products.

The goals of internship

Once the internship is completed, together with the support from other colleagues and R&D center’s managers, I am asked to achieve:

- Understand the general information and workflow of some main departments in CTIN J.S.C., acknowledging the procedure of doing business

- Study well the existing and new wide range of products with price to consult for Directors in development strategy and for potential clients/contracts

- Build relationships with partners and customers

- Learn how to cooperate with colleagues and perform teamwork efficiently

- Complete required skills: problem-solving, time management, communication, etc

- Applying knowledge obtained from Master courses to handle practical problems during internship

- Acknowledge new strategic products: Cisco CMSP and do report for supervisor

- Develop the business strategy for CTIN using Cisco CMSP

3.4 The contributions could bring to the company

With the support from my colleagues as well as the accumulated knowledge and abilities, I am expected to devote some certain contributions to CTIN J.S.C Those can be listed down such as:

- Research, collect, and analyze the data, statistics, and information to:

• Have a general understanding about the market and industry fields

• Understand the external and internal environments which affect the business

• Acknowledge the company’s abilities to choose the appropriate strategies

• Learn about new products and consult for higher management levels

- Propose methods and tools to analyze the factors, company’s abilities for Managers

- Conduct research in internal and external factors that affect the company’s development

- Complete the report in terms of the company’s strengths and weaknesses, with the existing obstacles and opportunities for the potential growth path

- Manage the partners’ relationship, obtaining the advantages, incentives, and rebates from different partners when importing goods for business

- Assist the Deputy Director while dealing with clients on consultant, support, and customer services

- Support the colleagues in the R&D Center while working on paper work with clients

- Propose competitive business strategy for expansion in the regional market

3.5 The practice of theoretical knowledge acquired during AMI for internship

Thanks to the enthusiasm and dedication of professors during AMI courses, I am acknowledged with the useful knowledge from multiple subjects that could be put into practice Hence, the advantageous combination allows me to contribute myself to the development of CTIN J.S.C, resolve the issues while dealing with work, and accumulate experiences by practicing

The detailed information on the usefulness of the learnt lessons will be provided in the given table:

Table 8 The application of AMI courses in internship

Incoterms are internationally recognized rules that govern the prices, responsibilities, and risks between sellers and buyers in international trade They provide a framework for determining the appropriate terms for shipping and delivery of goods, including FOB (free on board) which is commonly used The course provides an understanding of Incoterms and enables the identification of suitable terms for importing international goods from suppliers like Cisco By utilizing Incoterms, both parties can clearly define their obligations and minimize potential disputes, ensuring smooth and efficient international trade transactions.

It is one of the most important subjects for my internship The course helps me to perform stakeholders matrix, PESTLE analysis, Porter’s five forces analysis, SWOT matrix, and 4P strategy in the business expansion strategy Those provide a general overview of internal and external factors in terms of strategy development and execution (market, competitor, field, company, etc.)

The subject helps me to understand about the global development trend of information technology, including the advantages and disadvantages, opportunities and threats, challenges, and rewards for CTIN These aspects allow me to raise awareness before making decisions on the international scale of doing business, to avoid risks and grasp the chances for growth

The course is essential due to globalization and the trend of international trading for businesses CTIN has formed the

20 partnership with international partners for the product distribution in the regional market; hence, it helps to improve the communication in international business and deal with external conflicts Moreover, the subject provides the knowledge of various geographical and cultural backgrounds to apply the proper approaching strategies for the mutual benefits

The subject provides the general understanding of the aspects related to the business financial management It helps me to understand the financial reports of CTIN and analyze the potential benefit source from products and services sold Also, when doing the research on the new products and markets, I can choose the appropriate one which may adapt to the customers’ needs for the market expansion

Financial risk management is crucial in business, particularly in international operations CTIN, a company engaged in international transactions, faces significant currency risk due to exchange rate fluctuations that can potentially impact its financial stability Therefore, it is essential for CTIN to anticipate and mitigate this risk through effective risk management strategies to safeguard its financial well-being.

This course equips you with a comprehensive perspective on business management It addresses key concerns such as market expansion strategies, determining optimal product pricing, and optimizing investments in marketing, R&D, product enhancements, and distribution channels Furthermore, the course emphasizes effective techniques for managing inventory.

Since CTIN is a famous reseller of technology to the customers, the course is very useful for my internship Not only it helps me to understand the terms and regulations in setting the contract of good sale, but also equips me with the knowledge to analyze and

21 avoid the potential risks in forming the contract with international partners for the import of goods By having the knowledge in terms of this, I can support and collaborate with the Business Department while having consideration for the business strategy in importation

The course equips me with the knowledge of different cultures and the methods to perform positive negotiations with partners While supporting the Deputy Director when discussing with intercultural partners from US, UK, France, China, etc., the subject helps me to foresee the risks and differences in terms of culture Therefore, I can avoid the deadlocks by appreciating their cultures and gain positive experiences from the partners I also know how to apply the methods and experiences from the examples in the course into reality, having the win-win negotiation and mutual benefits for both sides

The subject allows me to understand how and the importance of distribution channels in business operations While planning for business strategy, I utilize the gained knowledge to analyze and choose the most appropriate distribution channels for CTIN’s new products By doing this, I can research the advantages and disadvantages while choosing the channel; therefore, suggesting the most efficient solution for product distribution channels and places

The practice of theoretical knowledge acquired during AMI for internship

Thanks to the enthusiasm and dedication of professors during AMI courses, I am acknowledged with the useful knowledge from multiple subjects that could be put into practice Hence, the advantageous combination allows me to contribute myself to the development of CTIN J.S.C, resolve the issues while dealing with work, and accumulate experiences by practicing

The detailed information on the usefulness of the learnt lessons will be provided in the given table:

Table 8 The application of AMI courses in internship

The course provides a general understanding of Incoterms definition as a set of internationally recognized and widely used international trade rules It includes the regulations on parties’ (seller and buyer) prices, responsibilities and risks The course helps me to acknowledge the suitable Incoterms may be utilized and the used terms for CTIN when importing international goods from Cisco and other brands FOBs are frequently used

It is one of the most important subjects for my internship The course helps me to perform stakeholders matrix, PESTLE analysis, Porter’s five forces analysis, SWOT matrix, and 4P strategy in the business expansion strategy Those provide a general overview of internal and external factors in terms of strategy development and execution (market, competitor, field, company, etc.)

The subject helps me to understand about the global development trend of information technology, including the advantages and disadvantages, opportunities and threats, challenges, and rewards for CTIN These aspects allow me to raise awareness before making decisions on the international scale of doing business, to avoid risks and grasp the chances for growth

The course is essential due to globalization and the trend of international trading for businesses CTIN has formed the

20 partnership with international partners for the product distribution in the regional market; hence, it helps to improve the communication in international business and deal with external conflicts Moreover, the subject provides the knowledge of various geographical and cultural backgrounds to apply the proper approaching strategies for the mutual benefits

Understanding business financial management allows for comprehensive analysis of financial statements, including CTIN reports It empowers individuals to discern potential revenue sources from products and services Furthermore, when exploring new ventures, this knowledge aids in selecting suitable products and markets that align with customer needs and drive market expansion.

One of the most important courses is financial risk management in doing business It analyzes various operational risks that a company may deal with The most potential risk that CTIN deals with is the currency risk Since the company must perform many international transactions while importing products for business worldwide Hence, the fluctuation in currency exchange may cause a financial crisis for the business This should be well foreseen and prepared with the solutions to avoid potential risks

The course provides me with a general overview in business management For example, it may solve the concerns relating to the potential market expansion, or whether the good price for the product distribution, or the investment in marketing/R&D/product improvement/sale channels/etc., and especially the methods in dealing with inventory products

Since CTIN is a famous reseller of technology to the customers, the course is very useful for my internship Not only it helps me to understand the terms and regulations in setting the contract of good sale, but also equips me with the knowledge to analyze and

21 avoid the potential risks in forming the contract with international partners for the import of goods By having the knowledge in terms of this, I can support and collaborate with the Business Department while having consideration for the business strategy in importation

The course equips me with the knowledge of different cultures and the methods to perform positive negotiations with partners While supporting the Deputy Director when discussing with intercultural partners from US, UK, France, China, etc., the subject helps me to foresee the risks and differences in terms of culture Therefore, I can avoid the deadlocks by appreciating their cultures and gain positive experiences from the partners I also know how to apply the methods and experiences from the examples in the course into reality, having the win-win negotiation and mutual benefits for both sides

The subject allows me to understand how and the importance of distribution channels in business operations While planning for business strategy, I utilize the gained knowledge to analyze and choose the most appropriate distribution channels for CTIN’s new products By doing this, I can research the advantages and disadvantages while choosing the channel; therefore, suggesting the most efficient solution for product distribution channels and places

DEVELOPMENT

STAKEHOLDER MATRIX

The purpose of stakeholder analysis development is to understand the key stakeholders and the interest they have in business Moreover, it provides a foundation for engagement strategy with the potential risk identification Especially, appropriate resources allocation will be assigned for the judicious engagement strategy application due to the stakeholder prioritization Hence, the following table will provide an overview of the stakeholders with their power and expectation

Key stakeholders Contribution and Power Expectation

Capital Development orientation and visions Company’s targets and goals

High ROE Investment paid back High profit Good dividends

Business development Daily business managements Good business culture and working environment

Market expansion Profit increasing Company sustainable growth Good working environment Rewarding and incentive policies

Good working environment and conditions Good insurance Rewarding and incentive policies

Good collaboration Qualified goods and services Reasonable price Punctuality

Warranty Technical support Contracts’ value decision

High revenue Long term relationship Good working performance Product volume maximization

Company’s infrastructure Legal framework and infrastructure Security for operation Licenses and legal registration

Good corporation Telecommunications and Information infrastructure development Tax contribution Social responsibility accomplishment International trade stimulation National economy promotion

Legal framework and infrastructure Security for operation Licenses and legal registration

Tax contribution International trade stimulation National economy promotion

MACRO ENVIRONMENT ANALYSIS

A PESTEL analysis provides an organization with the external factors of the macro-economic environment that have impact on the final decisions It contains six environmental factors in particular: Political, economic, social, technological, legal, and ecological This helps to give a list of potentially important issues in the Vietnamese market influencing the CTIN’s business strategy

Vietnam pursues the unitary Communist system of government, and the country is ruled by the Socialist Republic Communist Party of Vietnam Since the “Doi Moi” policy in 1986, it is noted that while Vietnam follows the socialist philosophy for political matters, the economy is market oriented Vietnam has established and maintained good diplomatic relations with more than 178 countries, of which, forming the business relations with over 100 countries Despite the conflicting history with the US, the relations have been improved in the last two decades and this opens many chances for the whole economic development Thanks to stable politics, the peaceful market environment offers enterprises a great business opportunity

Vietnam's adherence to international trade agreements has significantly influenced its economy The Bilateral Trade Agreement (BTA) with the US opened up Vietnam's telecommunications services to American investors, allowing for joint ventures with a maximum 49% stake since 2006 Furthermore, the EU-Vietnam Free Trade Agreement (EVFTA) facilitated Vietnam's accession to the World Trade Organization and encompasses commitments in various sectors, notably telecommunications These agreements have played a pivotal role in Vietnam's economic development.

Navigating Vietnamese customs regulations requires thorough preparation Export and import operations necessitate an investment license and business registration certificate from the Department of Planning and Investment Per Law 54/2014/QH13, all imported/exported goods are subject to customs clearance standards for quality, quantity, specifications, and volume Companies must assemble a comprehensive document file including business registration and import/export business code certificates, plus 12 additional document types such as B/L, import permit, and commercial invoice While the processing time is estimated at 1-3 days, unexpected factors (e.g., missing documents, incorrect information, quality issues) can arise, emphasizing the need for meticulous preparation and timely handling of customs procedures.

Resolution No 41/2009/QH12 2 of the Law on Telecommunications establishes regulations for dominant players in the Vietnamese telecom market, prohibiting unfair competition, market hindrances, and the selective provision of crucial technical and commercial information Additionally, Article 46 mandates the state management of telecommunications resources, ensuring equal and transparent allocation This legal framework fosters a fair and competitive environment for all entities in the ICT industry, including CTIN, promoting the efficient and equitable use of telecommunication resources.

The development of Vietnam over the past 30 years is incredibly remarkable The economic and political reforms since 1986 have spurred economic development, rapidly transforming Vietnam from one of the poorest countries in the world to a low-middle-income country Within the last five

1 https://www.vietnam-briefing.com/news/customs-procedures-in-vietnam-documentation-processing.html/

2 https://sites.google.com/a/ecolaw.vn/luat-tieng-anh/1-bo-luat-luat/-law-on-telecommunications

25 years, the Vietnam economy is considered as one of the fastest growing economies in Southeast Asia with many signs of the sustainable development since 2001

Despite the COVID-19 pandemic, Vietnam remains the growth of GPD at 2.9 percent, which reached the lowest in the period 2011-2020, is one of the highest growth rates in the world The nominal GDP of 2020 is US$ 271.2 billion, compared with US$ 261.9 billion in the previous year 3

It is expected to grow by 6.5 percent by the end of 2021 with the condition of the pandemic well- control and good export orientation With the scale of Vietnam’s economy reached more than 343 billion USD, it is analyzed as extremely positive and robust by the economists 4 However, macroeconomic policies are required to ensure a good recovery in 2021 Policies should focus on the reallocation of labor resources due to the cut off in the second quarter of 2020, also to target the small and medium companies which are struggling during the pandemic with the recovery solutions such as: strong supervision, problem loans address, financial system risk address, etc 5 The VND/USD exchange rate has risen continuously, up to VND 23,000 a dollar recently due to the high demand of foreign currencies and possibly the Covid-19 outbreak in Vietnam 6 Many companies may be affected by the increasing uncertainties, the risk of exchange rate conversion can result in much higher costs of businesses, which affects the overall production situation Although many sectors are much affected by the COVID-19 pandemic due to the frozen situation of the nation, the ICT industry is the least affected sector The total ICT industry revenue in 2019 was around $112,350 billion, in which, 81.5 percent for ICT export The telecommunications industry, which CTIN belongs to, grew by approximately 19 percent with the addition of 50,000 technology enterprises It is recognized that the IT industry remained the growth of rate at 10 percent in recent years 7 2020 was considered the year of national digital transformation with various ICT minor industries It is identified that the demands haven’t been decreasing compared to the previous years without the pandemic With the fact of being the most flexible job during the pandemic, which allows the labors to work from home, and growing number of constructions and contracts in the IT field from the largest IT enterprises in Vietnam; it is a precious chance for CTIN

3 https://www.ceicdata.com/en/indicator/vietnam/nominal- gdp#:~:text=Vietnam%20Nominal%20GDP%20reached%20271.2,bn%20in%20the%20previous%20year

4 https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/01/kinh-te-viet-nam-2020-mot-nam-tang-truong-day- ban-linh/

5 https://www.imf.org/en/News/Articles/2021/03/09/na031021-vietnam-successfully-navigating-the-pandemic

6 http://hanoitimes.vn/trade-deficit-poses-little-impacts-on-usdvnd-exchange-rate-expert-317599.html

7 https://topdev.vn/Eng_VietnamITNation2020_ByTopDev.pdf

J.S.C to grab and take advantages out of it Generally, the ICT industry is well facilitated since Vietnam telecommunications market is becoming more attractive and it is considered as a key driver for the country’s digital economy as well as the country’s development

Vietnam’s population is around approximately 97 million people in 2020 and expected to increase to 102 million by 2025, which is equivalent to 1.27 percent of the total world population The population of Vietnam is young with over 94 percent of the population under the age of 65 and median age is at 30.8 8 The young generations have the largest demand for telecommunications and internet; hence, the number of projects and contracts also increase tremendously to meet the market’s needs Thanks to the development of the economy, the consumer behavior in general and in the digital market has improved dramatically over the last ten years The habits of Vietnamese consumers have also changed due to the information technology’s revolution and innovation With the increasing popularity of social network, the demand of consumers for the information technology advance and convenience has splurged greatly 9 As of 2021, there have nearly 69 million internet users over 96 million people 10 , mostly for work, study, entertainment, and much more

The Vietnam urbanization has increased by 7% from 2010 to 2020 11 due to the growing number of immigrants and economic reforms This leads to higher living standards with an increase in the total income of urban people With the development of digital transformation, people have the tendency of using smartphones and the internet It was recorded that more than 97% of Vietnam users have mobile phones, with almost being smartphones 12 , with around 85% of Vietnamese time spending online since 2014 13 It is undeniable that there is a tremendous increase in the need for wireless for various purposes especially during the Covid-19 pandemic, such as distance learning, distance communication, online shopping, etc This causes the higher requirement for ICT infrastructure in cities to meet the rising demand and facilities for internet installation

8 https://www.gso.gov.vn/wp-content/uploads/2019/03/6_Monograph-Age-Sex-Structure-2.pdf

9 https://vir.com.vn/opportunities-abound-for-telecoms-services-75334.html

10 https://www.statista.com/topics/6231/internet-usage-in-vietnam/

11 https://www.statista.com/statistics/444882/urbanization-in-vietnam/

12 https://www.statista.com/statistics/804059/digital-device-usage-among-adults-by-device-vietnam/

13 https://www.vietnam-briefing.com/news/increasing-mobile-vietnam-open-market-areas.html/

Vietnam boasts a skilled IT workforce thanks to comprehensive training and education programs This workforce, renowned for its proficiency and competitive salaries, is highly sought after due to increased foreign investments To enhance their global presence, tech companies are prioritizing language skills within their workforce However, the telecommunications industry's fierce competition has exacerbated the shortage of qualified personnel To attract and retain top talent, companies like CTIN are enhancing HR policies, providing incentives, and fostering positive work environments Population growth rates, which have been steadily increasing, also impact business decision-making and provide opportunities for CTIN's continued growth.

Vietnam’s economic growth drives a tremendous increase in the technology field The Vietnamese government has been taking actions to create an initiative environment and conditions for the sustainable growth of technology, such as developing tech institutions, attracting foreign investments with low-cost policies, and especially promoting the culture environment for tech startups It was estimated that the ICT industry revenue in 2019 was over $112,350 billion and the telecommunications industry included more than 50,000 technology enterprises 14 The ICT field is considered as one of the key sectors for Vietnam’s future economic development by encouraging both domestic and international entrepreneurs for economic integration There have been many positive signs that Vietnam is investing to gain an advanced infrastructure for the ICT industry It was recorded that Vietnam ranks 69 worldwide in the telecommunications infrastructure index in

2020 15 The Vietnamese government aimed to maximize the growth ability of the tech industry with the 2020 IT Master Plan, which was executed to create an accelerated information technology country

15 https://hanoitimes.vn/vietnam-ict-industry-reaches-estimated-us126-billion-revenue-in-2020-315388.html

Globalization has spurred increased demand for technological advancement and user-friendly experiences As a result, investments in IT companies surge, potentially triggering revolutions in the tech industry and significantly influencing its growth This demand has ignited the emergence and proliferation of innovative business models within Vietnam's technology sector.

The Covid-19 pandemic within the past two years has caused a tremendous increase in the demand for ICT due to the social distance situation Social distancing interferes with essential activities like going to school or work or shopping; therefore, this makes people working from home, learning in distance, shopping online, etc This leads to a growth in the demand for internet and mobile usage; to deal with the current situation, many IT enterprises must develop the infrastructure for the huge mobility and internet usage Moreover, because of the Covid-19’s widespread, consumers tend to choose shopping online for basic necessities through e-commerce, with other needs such as travel and accommodation before the pandemic.

MICROENVIRONMENT ANALYSIS

To analyze the microenvironment, I would like to use the Porter’s Five Forces The detailed analysis will be presented below

Vietnam’s IT and telecommunication industry nowadays is very competitive The incredible high number of technology enterprises with mostly the large state-owned ones and the intensive competition amongst many strong competitors, suggest situation high rivalry in the IT industry Despite the efforts for the reformation, the sector is mainly characterized by the State, particularly by three State-owned enterprises which are VNPT, Mobifone, and Viettel However, the government has put various initiatives to improve the business environment for the private as well as the foreign companies to join the competition by enacting the regulations like Competition Law in 2004, Telecommunications Law in 2009 Also, with the total ICT industry revenue in 2019 was over $112,350 billion and the telecommunications industry’s growth of nearly 19 percent including more than 50,000 technology enterprises 16 , Vietnam is potentially encouraged to become a regional

With fierce competition in Vietnam's rapidly expanding telecommunications sector, CTIN faces significant challenges to capture domestic market share The growing demand for telecommunications services fuels industry growth, but it also intensifies the rivalry among major industry players, including leading competitors such as Sao Bac Dau Technologies, CMC Telecom, and FPT Information System.

As a result, the telecommunications businesses are struggling to gain the market share because of the aggressive competition amongst the competitors

4.3.2 Low Threat of New Entrants

In Vietnam, the competitive telecommunications industry makes it difficult not only for new entrants (enterprises) to enter because of the large, required capital but also for them to be out of the market due to the high operating costs and liquidation of long-term contracts The high barrier for entrance as well as closing business makes it difficult for entry, suggesting a low threat of new entrants in the IT industry

The threat of new entry in the Vietnam IT industry is low, in which profitability depends largely on economies of scale, also the initial capital investment is extremely high compared to other industries, including the costs for start-up, operation, and maintenance Moreover, the well-known reputation of large both state and private enterprises in the market is also a difficult obstacle for new entrants, such as VNPT, FIS, CTIN, Sao Bac Dau Technologies, CMC Telecom, etc New entrants will find it hard to overcome these enterprises’ reputation and have enough resources to compete with them Especially, the conversion costs when closing business are high; therefore, new companies must take it into consideration carefully before entering the IT industry because it will be hard to be out of business

There are several substitutes for wireless LAN, including mobile method, cable connections, and satellite services The existence of various products increases the possibility of customers to switch to alternatives but the switching cost in the ICT field is very expensive These alternatives are introduced by competitors for different purposes; however, these all serve a similar need of customers for internet using The similar substitute (product) quality with the high switching costs, suggesting medium threats of substitutes in the Vietnam IT market

Customers often choose the qualified products providing stable and secure wireless networks with reasonable prices from the beginning Substitutes are quite similar in terms of quality; however, there are some differences in cost and practical applications First, cable carries TV signals Normally, cable TV provides entertainment services for residents or businesses, so the farther places away from residential areas may not have access to cable broadband, the high demand may cause speed congestion Second, satellite services can provide internet connection in rural and outlying areas, where there are no wired phone lines or cable connections It works when the antenna is connected to a modern device through wiring then connected to a computer Finally, mobile methods use a USB device to access wireless service or connect phone to computer to share the bandwidth by plugging it into the laptop This method causes inconvenience for users when they must carry the USB device and costs additional fees for mobile phone services Other remaining substitutes are old and no longer suitable for the current needs when technology develops rapidly Wireless LAN, which is considered the most modern method, provides faster connections, more coverage, greater user capacity, and fewer support requests due to the simpler application

4.3.4 Strong Bargaining Power of Suppliers

The bargaining power of suppliers depends on the input elements for the total cost of the product’s constitution to the buyer For CTIN, the only input for its operation is from the partners’ telecommunications equipment and products; particularly in this case is Cisco Therefore, products are an indispensable part of our business, suggesting strong bargaining power of suppliers There are various factors which affect the company’s operation; whether the operation would be smooth or not, relies largely on the suppliers CTIN is planning to use Cisco’s products for market expansion; therefore, Cisco, which is considered to have strong supplier bargaining power, can be explained due to several reasons First, Cisco is a global leader in information technology and networking; hence, it has a comparatively steady market position Even though the competition in the market is tough and fierce, Cisco is not plagued much by other competitors CTIN’s business will be tumultuous without Cisco’s products, the cost for product import and supply contract value are very high as well Second, a certain characteristic in the IT and telecommunications industry is the high conversion costs Last, buyers, CTIN particularly, and end-users may find it difficult to convert for their cost for purchased products As a result, CTIN must depend quite a lot on Cisco due to its power in the product source distribution as well as the uniqueness and differentiation of

31 supplier’s products Generally, a win-win relationship will be achieved once CTIN and Cisco have the same voice and negotiate successfully

4.3.5 High Bargaining Power of Buyers

The consumer demands play an important role in the business operation The transactions between CTIN and the customers create their value in the supply chain when completing contract payments All CTIN’s customers are very sensitive to the package value during the bidding process, they prefer to purchase the quality products and services with a reasonable price Otherwise, the customers have the right to choose similar products from other bidders which meet their expectations among the intensive competition during the bidding The bidding process is usually kept secret until the last minute Overall, when introducing Cisco Meraki products into the market, CTIN must build a trustful relationship with the customers and ensure to provide them with quality products at the best price As a result, the bargaining power of buyers is high when they have direct impacts on the business of the company.

SWOT ANALYSIS

SWOT analysis, which includes strengths, weaknesses, opportunities, and threats, consists of both internal and external factors to evaluate CTIN’s competitive position in the market and to develop business strategy The analysis focuses on what a company does well, what it is lacking, and how risks should be minimized to take advantage for the strategy’s success

Table 10 SWOT analysis for CTIN J.S.C

- A subsidiary of VNPT, prevailing some huge contracts for state-owned telecommunications companies: Vinaphone,

- Qualified human resources: young, progressive, hardworking, etc

- Good technical support for end-users

- Loyal well-known suppliers who always introduce new

- No sales teams/departments in branches

- Shortage in cash, cash equivalents and investments: have affection on the company’s short term capital requirement, this may cause harm to the company’s productivity

- High price in comparison with that of competitor

- Head Office & Branch located in the center of 3 regions of

Vietnam (Hanoi, Da Nang, and HCMC)

- Stable socio-political situation with improving business environment

- Growing technology sector will increase demand for telecommunications services

- Vietnam signs many FTA and joins international organizations to facilitate international trade

- Constant introduction of new technology and products

- High urbanization rate results in high requirements for cities’ ICT infrastructure

- Increasing population leads to increasing IT products and infrastructure for various needs

- The rising tendency of using smartphones with the internet contributes to a splurging request for IT advancements

- Increasing demands for wireless due to Covid-19 pandemic: distance learning, communication, shopping, etc

- The intense competition (high rivalry, highly bargaining power of suppliers and buyers, high competition in qualified human resources)

- Exchange rate risk - currency fluctuation.

BUSINESS STRATEGY FOR CTIN J.S.C IN VIETNAM DIGITAL TRANSFORMATION

For the business strategy in Vietnam digital transformation, I would like to propose choosing Cisco Meraki Wireless LAN and Cloud-Managed Wi-Fi for the domestic market expansion with more contracts, which haven’t been introduced to the market before Due to the increasing demand, the new product introduction is expected to gain larger market share

By applying market segmentation methods, CTIN can define a target consumer base with greater in-sight into the target market Customer segmentation can be based on the geographical locations and customer behavior i Firmographic Segmentation

The firmographic segmentation is the classification of B2B customers mainly based on the industry, annual revenue, company size or company structure CTIN usually serves the customers operating in the field of IT, banking, government enterprises, etc Particularly, CTIN focuses on

33 the large IT companies in terms of scale, from the growing mid-size companies to the established industry leaders such as VNPT, Viettel, Mobifone, etc Moreover, our company also focuses on the development of gaining contracts with leading revenue customers such as Vietcombank, EVN, BIDV, etc As a result, CTIN realizes the potential demand and focuses on gaining the bidding packages to provide products, installing, and deployment wireless network services for the leading Telco companies, government enterprises, and companies with large turnover in Vietnam ii Geographical Segmentation

CTIN should prioritize customer acquisition in major metropolitan areas like Hanoi, Ho Chi Minh City, and Da Nang, where leading telecom providers establish a presence to serve the dense population Vietnam's substantial and growing internet demand, with 68.17 million users in 2020, necessitates telco companies to expand their network infrastructure over a wide geographic area, ensuring seamless and reliable connectivity regardless of location.

As a result, these companies would drastically need the products and services provided by CTIN

Amidst the burgeoning demand for internet connectivity, CTIN must leverage advancements to gain a competitive edge By partnering exclusively with Cisco, known for its cutting-edge products, CTIN can secure preferential pricing, enabling it to introduce affordable and high-quality technologies This strategic alliance allows CTIN to adapt to evolving customer needs and capitalize on Cisco's innovation.

Fi as product strategy, focusing on two distinguish purposes, of which:

+ Indoor Wi-Fi 6 Access Points: the equipment is installed in accordance with the indoor coverage including office, shopping center, school, campus, etc This product provides the users with high performance of network-wide visibility and control for high density and focused coverage areas

17 https://datareportal.com/reports/digital-2020-vietnam

+ Outdoor Wi-Fi 6 Access Points: the equipment is like the indoor equipment, but installed suitable for outdoor coverage, such as school grounds, squares, stadiums, beaches, parks, etc This device can be used in extreme weather conditions and high temperatures

These devices have advantages over other brands’ products, providing centralized management, ensuring to prevent disconnection when moving regardless of the unlimited number of Wi-Fi devices, which were configured on Cloud portal With centralized management, 20 transmitters will be configured on Cloud portal to recognize others and ensure the connection for the moving users It is superior to other brands because the system is equipped with the branded MSP dashboard to manage all customers’ organizations and additional services with Meraki APIs by Cisco, which other Cisco’s competitors do not pursue Especially, this type of product allows the cost efficiency, security enhancement, on-demand scalability, and stronger network

There are several reasons why it is chosen to be the strategic product First, Cisco is one of the world’s leading brands selling telecommunications equipment and other high-technology products, which is preferred by Vietnamese leading enterprises due to their preference over the products of reputable brands Second, Cisco has various models and features to meet and serve large businesses in big cities, which is our target market Leading companies and government enterprises always want to use the latest, most modern and best-featured products in their businesses Third, CTIN has formed a partnership with Cisco for over 10 years and is considered as an exclusive partner in Vietnam so we can offer an extremely competitive price in the market Since Cisco is highly recognized and often chosen by the top Vietnamese companies and government enterprises, the introduction of Cisco Meraki for automatic wireless LAN will meet the customer’s growing demands driven by the communication service and smartphone services’ rising adoption I believe these new services will pursue a steady position in the domestic market

The new products will be focused to develop and distributed directly in the center of three regions in Vietnam, with the current headquarter and branches of CTIN in Hanoi, HCMC, and Da Nang These cities will include our deployment engineer teams to serve the business activities with local clients and support the technical installation for the company’s projects Moreover, these cities are considered big with a high rate of urbanization; therefore, those will have the growing demand of ICT infrastructure as well as customer needs for internet services Especially, these cities are chosen because of having met these requirements:

- Central big cities with high density population and high income 18

- Many large companies and industrial parks are in these cities 19

- The economic and political situation in these cities is extremely stable and good

- Leading telecommunication companies (target market) are usually located in these cities

In the competitive market of wireless LAN technology, various brands offer products at diverse price points Cisco Meraki is one prominent brand, and its models provide a frame of reference for comparison By examining the market prices, buyers can make informed decisions based on a comprehensive analysis of Cisco Meraki's offerings and alternative options.

Cisco products, which are not much higher than other alternatives, ensure providing higher value to customers than their costs As mentioned in SWOT, Cisco always provides high-performing products with extremely good technical support for end-users; hence, the price is a little bit high but still attracts attention of customers Especially, Cisco offers a lifetime, one-to-one warranty service for all models Because Cisco products stand out in the market compared to other brands and CTIN deals with high-tech products, I suggest applying value-based pricing strategies which surely convey the offered value better During the stage of researching and consulting the bidding package, CTIN may offer a free trial service package for 30 days and a demo for them We give our customers the opportunity to experience before deciding to purchase

The rebates are generally offered by CTIN’s partner with a specific percentage, these will be refunded to the company after placing orders for the registered bidding package CTIN participates in the bidding, so to improve the possibility of winning, the company must take advantage of using the rebate and incentive policies from partners Hence, CTIN needs to apply the rebate percentage directly in each bidding package, in addition to the preferential price offered by the partner, to offer the closest price and have the highest winning rate compared to the customer’s request

18 https://www.worldometers.info/demographics/vietnam-demographics/

19 https://tniholdings.vn/guide-to-invest-industrial-park/

Items Brand Price (VND)/model

R720 (4x4:4, indoor AP, multi-gigabit backhaul) Ruckus 32.050.000

AP-515 (US) (4x4:4, antenna, unified indoor AP) HPE Aruba 31.280.000

MR46E (4x4:4, antenna, Wi-Fi 6 indoor AP) Cisco 33.442.000

Especially, CTIN is Cisco’s exclusive partner in the Vietnam market; therefore, CTIN can negotiate for a preferential rate of 10-15% depending on the project with its value With the service package value and advantageous price when purchasing through CTIN, the customers will find it extremely profitable and attractive

CONCLUSION

Achievements of the internship

The four-month internship at CTIN Joint Stock Company has given me lots of working and life experiences During the internship, I have devoted myself to contributing to CTIN’s development with the best attempt to complete my missions Having the chance to work in one of the hottest industries both in Vietnam and the world, it is a precious opportunity to strengthen my future career After four months, my internship has come to an end, and it is considered a success for me from many perspectives

I felt very lucky to be supported by my company supervisor and other colleagues during the internship at CTIN J.S.C despite their busy working days The working environment is truly respect, empathy, equal, and positive My company supervisor provided me with many sources of important information and data, which are useful for my work Also, other colleagues are very supportive, guiding me to handle work more smoothly with their enthusiasm

- I understand how to basically manage the partner relationships, knowing how to deal with the partners’ requirements, unexpected issues, and relationship maintenance

- I am more flexible and patient working with other colleagues, partners, etc

- I know how to build plans for internal programs, such as implementing programs due to requests of partners, or plan to upgrade partner level with partners, etc All plans are carefully approved by the supervisor to ensure accuracy and precision

- I am familiar with the daily work at a R&D center and can work as an employee

- I was recognized with the strategy of expanding business with Cisco Meraki wireless LAN, it proved that I understand the industry, grasp the needs and trends of the market, from which there is a right development direction in my plan

- I can apply the theoretical knowledge from AMI courses into practice

The theoretical knowledge and my ability have been applied successfully for the internship at CTIN from my perception When I worked as the Deputy Director’s assistant, I was able to assist him in managing the partner relationship and contributing ideas to build product development strategy for Cisco Meraki wireless LAN First of all, during the time working in R&D center, I assisted

Throughout my internship, I played a multifaceted role by managing administrative tasks and providing support for data collection I analyzed the IT industry landscape in Vietnam, conducted market research, and performed SWOT analysis to identify potential opportunities and threats for CTIN Moreover, I employed Porter's Five Forces analysis to evaluate competitive advantages and emerging rivals, enabling CTIN to better position itself in the market and differentiate itself from competitors By leveraging its strengths and addressing its weaknesses, CTIN can navigate the market landscape effectively.

The internship also gained me some achievements from my point of view It helps me to become a better version of myself, more mature, more responsible, and more efficient The following things are well achieved after four months:

- Acknowledge about CTIN J.S.C and its business with daily operation

- Have an overview about the IT industry and the fierce competition with high rivals

- Successfully apply MBA courses’ theories into practice and gain practical experiences, such as tools and analysis: SWOT, Porter’s Five Forces, PESTLE, etc

- Improve my personality (patience, responsibility, hardworking, etc.), skills (communication, time management, multitasking, etc.), and working/life experiences

- Strengthen teamwork ability with other colleagues

- Learn management skills from a supervisor

- Meet new people and extend the network.

Shortcomings of the internship

Due to the short period of time, one of the most noticeable shortcomings of my internship was not being able to put much knowledge gained from my AMI courses into practice and cover all issues in the business The following points should be improved and proceeded when I expand the working period for this position:

- My market research was not good enough, in which I should have more data and statistics about the customers’ demands

- My proper action plan with detailed works and steps is not included yet

- My analysis has a lack of information about CTIN’s competitors such as their strategies, capacity, solutions, deals won, etc

- My suggestions did not include the specific applied strategies to compete with competitors, because it depends on different targets and customers’ business outcomes

- My analysis did not collect and include information about other competitors in new places

I also observe some shortcomings of the company during the internship, which can be improved in the future:

- The customer service department is new, so it lacks management experience and has not operated successfully yet

- There is no marketing department; hence, the marketing strategies have not been launched and developed in the right direction

- The risk management capacity has not been built; therefore, the company’s capability of dealing with incidents is weak.

Suggestions to the company

Enhancing customer services: To compete in the fierce market, CTIN must improve the customer success to reduce the churn rate, increase revenues, and gain customer loyalty Therefore, during the time of my internship, CTIN already formed a customer support and service team to implement this method However, since service team is at the beginning phase, it should well be aware of:

- Observe the customers’ contracts with renewal dates to have reminders for customers

- Update information and usage status of customers for all employees synchronize regardless departments

- Propose the CTIN’s BOD for tracking tools purchase

- Monitor the customers’ health index using tracking tools

- Prepare customer surveys and collect their feedback annually, summarizing the issues that need to be improved to provide better service in the following years

- Suggest the business department the renewal dates for customers’ contracts and provide an action plan to renew service contracts

- Support the customers’ requests and issues

CTIN can enhance its marketing strategies by implementing a dedicated marketing department This will provide focused attention to marketing activities, allowing for the development of robust marketing plans with defined objectives To cater to diverse customer segments, these strategies should be tailored and modified accordingly.

Building risk management capacity: CTIN must research and build risk management plans to deal with various types of risk such as legal liability, currency risks, project failures, custom regulations, etc To avoid these risks, the resources should be well allocated to not only minimize the impact of unexpected incidents but also maximize the efficiency and opportunities The company should consider the competitors’ strategies and economic change to develop suitable plans

Building plans to overcome the Covid-19 pandemic: The Covid-19 pandemic has caused many provinces to close down and apply distancing policy on a large scale, this causes huge economic losses, delays in economic development, and disrupts the supply chain Therefore, it is necessary to implement contingency plans and create conditions for employees to work from home, while maintaining work productivity and improving efficiency.

Conclusion

In general, my internship at CTIN Joint Stock Company is a worthwhile experience, four months has given me many things Having the opportunity to work in an international professional environment, I can gain more experience in working attitude, improve many personalities and skills, and especially learn how to put AMI knowledge into practice

During my internship at CTIN J.S.C, I gained insights into the business and IT landscapes of Vietnam over the past decade and its projected trajectory Under the mentorship of Dr Le Thanh Binh and the support of Deputy Director Nguyen Manh The, I developed a comprehensive business expansion plan for CTIN utilizing Cisco Meraki's wireless LAN products.

To expand its presence in the Vietnamese market, CTIN's business plan encompasses in-depth analyses of the business environment, market trends, and macroeconomic and microeconomic factors The theoretical foundation of the plan utilizes four key frameworks: stakeholder matrix analysis, PESTLE analysis, Porter's five forces analysis, and SWOT analysis These analyses provide a comprehensive understanding of the industry landscape, competitive dynamics, and potential opportunities and challenges for CTIN By leveraging these insights, CTIN can develop targeted strategies to effectively penetrate and succeed in the Vietnamese market.

41 internship topic, which allow to provide a better understanding about the business environment of CTIN and the rivalry within the industry

Due to time constraints, my internship overview only included basic data for CTIN's business plan To ensure its success, a more comprehensive analysis is necessary Extending my tenure as a CTIN staff would allow me to conduct a thorough analysis, foster contributions, monitor implementation, and guarantee the plan's success for the organization.

Generally, what I gain from my internship will play a major role and help me a lot in my career I also have my faith in CTIN J.S.C will be more successful with its clear visions and competitive strategies in the future

Table 1 Telecommunications infrastructure services Table 2 IT Network infrastructure services

Table 4 Managed services by CTIN and Cisco

Table 5 CTIN’s Public Sectors group clients

Table 6 CTIN’s Telecommunication group clients

Table 7 The schedule of internship

Table 8 The application of AMI courses in internship Table 9 Stakeholder matrix

Table 10 SWOT analysis for CTIN J.S.C

Tiêu đề	Business Strategy of CTIN J.S.C in Vietnam Digital Transformation
Tác giả	Nguyen Minh Trang
Người hướng dẫn	Dr. LE THANH BINH, Dean of International Relation Office, Mr. NGUYEN MANH THE, Deputy Director of R&D Center
Trường học	Thang Long University
Chuyên ngành	Business Administration
Thể loại	Internship Report
Năm xuất bản	2021
Thành phố	Hanoi

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