Luận văn structuring an advertising business in vietnam an example of fpt media the corporation for financing and promoting technology

1 BACKROUND Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media

VIETNAM NATIONAL UNIVERSITY, HANOI

HANOI SCHOOL OF BUSINESS

VIETNAM NATIONAL UNIVERSITY, HANOT

HANOI SCHOOL OF BUSINESS

2 AUTHORITY AND CONTROL IN DESIGNING ORGANIZATIONAL STRUCTLRE, 9

3 DESIGNING ORGANIZATIONAL STRUCTURE, M

1 OVERVIEW OF ADVERTISING INDUSTRY

2.2 ORGANIZAT-ON STRUCTURE OF WORLD ADVERTISING INDUSTRY 3A

232 -A Decadk af Change for Advertising in Vietnam - 50

2.3.4 Mulure of advertising industry in Vietnam - „34

24 ORGANIZATIONAL STRUCTURE SF VIETNAM ADVERTISING COMPANY 54

CHAPFER 3: EPI CORPORATION AND FPT MEDIA INTRODUCTION

3

vi

© Chapter Four will show recommendations from the case

1 BACKROUND

Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media, a part of FPT Corporation

Purpose of the thesis will be presented in the next section

2 FURPOSE

From the theory, we may found a Jol of models thal ae studied, analyzed and applied Each model is designed for certain types of company with its own particulars: number of employees, business scale and business style After each development stage, depending on the situation, managers will decids which model will be chosen In some siluation, managers mmy skip certain periods of development, They are not always successful

‘The advertising industry is a partial of every industry Naturally, it has some its own particulars which differ from all other fields Basically, the organizational structure

in advortising firms do not have hig differont with others bul in fact, there are some

their own customizations

After 4 month m FPT Media, | found that, with a startup company, capital, business strategy, human zesource are important factors But the organizational structure is also crucial An organizational structure has direct impacts on the business

+ To access organizational siructure theorics

+ ‘To assess advertising industry and organizational structure in this industry + To assess a Vietnam firm: their organizational structure advantage and disadvantage

4 METITIODOLOGY

A lot of related documents on organizational structuze theory were gathered, analyzed, compared and customized for suitable with Vicnam advertising industry Sources of information were combined for use inchudes: books, intemet, media, and dialogues with experts

‘The survey B is fo identify how FPL Media staff think and satisfy with their organization, Because FPT Media is a young, firm so there are only more than 10 people so author has taken a sample of all of these 10 From this survey, we may

3

© Chapter Four will show recommendations from the case

and ä Vicnam company (with ils own characteristics) Whal is current

organizational structure of FPT Media? Has is got any problem? If yes, how to repair

it? How to make it better?

‘The purpose of this thesis is lo

«Furst, give out a systcmatical approach organizational structure thoory;

© Second, discover the advertising industry,

= Third, apply this theory inlo practical case of FPT Media — FPT corporation

to recommend the best solutions, which will help FPT Media managers have

a guide on how to manage organizational structure effectively,

© Fourth, identify some theoretical issue of organizational structure, which can apply in advertising companies in specific environment of Vietnam

3 KEY RESEARCH AREAS

The thesis studics organizational structure theorics, history and structuc of advertising industry and finally analyzes organizational structure in this industry

‘Three firs! chaplers of the thesis are researches on advertising industry and a local

firm with main objectives:

© Chapter Four will show recommendations from the case

© Chapter Four will show recommendations from the case

1 BACKROUND

Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media, a part of FPT Corporation

Purpose of the thesis will be presented in the next section

2 FURPOSE

From the theory, we may found a Jol of models thal ae studied, analyzed and applied Each model is designed for certain types of company with its own particulars: number of employees, business scale and business style After each development stage, depending on the situation, managers will decids which model will be chosen In some siluation, managers mmy skip certain periods of development, They are not always successful

‘The advertising industry is a partial of every industry Naturally, it has some its own particulars which differ from all other fields Basically, the organizational structure

in advortising firms do not have hig differont with others bul in fact, there are some

their own customizations

After 4 month m FPT Media, | found that, with a startup company, capital, business strategy, human zesource are important factors But the organizational structure is also crucial An organizational structure has direct impacts on the business

CIIAPTER 1

A LITERATURE REVIEW OF THE ORGANIZATIONAL

STRUCTURE

11 BASIC CHALLENGES OF ORGANIZATIONAL DESIGN

If an organization is to remain effective as it changes and grows with its

environment, managers must continuously evaluate they way their organizations are

design: for oxample, they way work is divided among poople and departments, and the way it controls its aman, financial, and physical resources Organization design invelves difficult choices about how to control — that is, coordinate organizational asks and motivale the people who perform them — to maximize an organization's ability to create value’

1.1.1 Four basic organizational design challenges confronting

managers and consultants

Pooplb in organization take on new tasks as the mood arises and it’s very unclear who

is responsible for what, and who is supposed to report 40 whom This makes it difficult to know on whom to call when the need arises and difficult to coordinate

peaple’s activities so they work together as a team

As organizations grow, manager must decide how to control and coordinate the activities that are required for the organization to create value, The principal design challenge is how to manage differentiation to achieve organization goals Differentiation is the process by which an organization allocates people and

L9 paol, 2034, ve nữ Đam

4412 When will we move to finctional orgenizational structure? ar

442 Which model will be choosing 10 implement ctf this thuế7

CONCLUSIO-

REFERENCES

APPENDIXA — WITAT IS ADVERTISING’

APPENDIXB LIST OF SOME BIG ADVERUISING AGENCY IN VIEINAM

PRY IN VIETNAM

APPENDIXC — SOMETHING ABOUL ADVERTISING INDUSI

APPENDIXD — TECHNIQUES IN ADVERTISING INDUSTRY

found real situation of HPT Media and their real expectation, (See appendix L}

Data collections methods

A lot of data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of advertising companies could not be obtained in this research Author has approached

17 big advertising companies in Hanoi and HCMC for the survey

For survey A, a total of 11 questionnaires were sent via email and 6 questionnaixes were sent by post, Notice phone calls were made in priot and follow up 8 in total of

11 questionnaixes via cinail were answer and usable With questiounaires by post, all

6 completed usable questionnaires were collected Author collected 14 usable questionnaires over 17in talal

5 CONTRIBUTIONS OF THE THESIS

‘The thesis would systematically help Vietnam advertising companies — especially FPT Media see what organizational structure is, the benefits and principles to effectively build organizational struoture Most importantly, the thesis has developed specitic activities, guidelines for Vietnamese advertising fixms in understanding and

building an effective organizational structure

6 OUTLINE

‘The thesis is divided into four chapters

© Chapter One will review basic organizational stmcture theories

* Chapter Two and Chapter Three arc findings of the rclevant issues for the advertising industry and the company in point - FPT Media,

4412 When will we move to finctional orgenizational structure? ar

442 Which model will be choosing 10 implement ctf this thuế7

CONCLUSIO-

REFERENCES

APPENDIXA — WITAT IS ADVERTISING’

APPENDIXB LIST OF SOME BIG ADVERUISING AGENCY IN VIEINAM

PRY IN VIETNAM

APPENDIXC — SOMETHING ABOUL ADVERTISING INDUSI

APPENDIXD — TECHNIQUES IN ADVERTISING INDUSTRY

© Chapter Four will show recommendations from the case

+ To access organizational siructure theorics

+ ‘To assess advertising industry and organizational structure in this industry + To assess a Vietnam firm: their organizational structure advantage and disadvantage

4 METITIODOLOGY

A lot of related documents on organizational structuze theory were gathered, analyzed, compared and customized for suitable with Vicnam advertising industry Sources of information were combined for use inchudes: books, intemet, media, and dialogues with experts

‘The survey B is fo identify how FPL Media staff think and satisfy with their organization, Because FPT Media is a young, firm so there are only more than 10 people so author has taken a sample of all of these 10 From this survey, we may

3

1 BACKROUND

Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media, a part of FPT Corporation

Purpose of the thesis will be presented in the next section

2 FURPOSE

From the theory, we may found a Jol of models thal ae studied, analyzed and applied Each model is designed for certain types of company with its own particulars: number of employees, business scale and business style After each development stage, depending on the situation, managers will decids which model will be chosen In some siluation, managers mmy skip certain periods of development, They are not always successful

‘The advertising industry is a partial of every industry Naturally, it has some its own particulars which differ from all other fields Basically, the organizational structure

in advortising firms do not have hig differont with others bul in fact, there are some

their own customizations

After 4 month m FPT Media, | found that, with a startup company, capital, business strategy, human zesource are important factors But the organizational structure is also crucial An organizational structure has direct impacts on the business

found real situation of HPT Media and their real expectation, (See appendix L}

Data collections methods

A lot of data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of advertising companies could not be obtained in this research Author has approached

17 big advertising companies in Hanoi and HCMC for the survey

For survey A, a total of 11 questionnaires were sent via email and 6 questionnaixes were sent by post, Notice phone calls were made in priot and follow up 8 in total of

11 questionnaixes via cinail were answer and usable With questiounaires by post, all

6 completed usable questionnaires were collected Author collected 14 usable questionnaires over 17in talal

5 CONTRIBUTIONS OF THE THESIS

‘The thesis would systematically help Vietnam advertising companies — especially FPT Media see what organizational structure is, the benefits and principles to effectively build organizational struoture Most importantly, the thesis has developed specitic activities, guidelines for Vietnamese advertising fixms in understanding and

building an effective organizational structure

6 OUTLINE

‘The thesis is divided into four chapters

© Chapter One will review basic organizational stmcture theories

* Chapter Two and Chapter Three arc findings of the rclevant issues for the advertising industry and the company in point - FPT Media,

1 BACKROUND

Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media, a part of FPT Corporation

Purpose of the thesis will be presented in the next section

2 FURPOSE

From the theory, we may found a Jol of models thal ae studied, analyzed and applied Each model is designed for certain types of company with its own particulars: number of employees, business scale and business style After each development stage, depending on the situation, managers will decids which model will be chosen In some siluation, managers mmy skip certain periods of development, They are not always successful

‘The advertising industry is a partial of every industry Naturally, it has some its own particulars which differ from all other fields Basically, the organizational structure

in advortising firms do not have hig differont with others bul in fact, there are some

their own customizations

After 4 month m FPT Media, | found that, with a startup company, capital, business strategy, human zesource are important factors But the organizational structure is also crucial An organizational structure has direct impacts on the business

and ä Vicnam company (with ils own characteristics) Whal is current

organizational structure of FPT Media? Has is got any problem? If yes, how to repair

it? How to make it better?

‘The purpose of this thesis is lo

«Furst, give out a systcmatical approach organizational structure thoory;

© Second, discover the advertising industry,

= Third, apply this theory inlo practical case of FPT Media — FPT corporation

to recommend the best solutions, which will help FPT Media managers have

a guide on how to manage organizational structure effectively,

© Fourth, identify some theoretical issue of organizational structure, which can apply in advertising companies in specific environment of Vietnam

3 KEY RESEARCH AREAS

The thesis studics organizational structure theorics, history and structuc of advertising industry and finally analyzes organizational structure in this industry

‘Three firs! chaplers of the thesis are researches on advertising industry and a local

firm with main objectives:

© Chapter Four will show recommendations from the case

CIIAPTER 1

A LITERATURE REVIEW OF THE ORGANIZATIONAL

STRUCTURE

11 BASIC CHALLENGES OF ORGANIZATIONAL DESIGN

If an organization is to remain effective as it changes and grows with its

environment, managers must continuously evaluate they way their organizations are

design: for oxample, they way work is divided among poople and departments, and the way it controls its aman, financial, and physical resources Organization design invelves difficult choices about how to control — that is, coordinate organizational asks and motivale the people who perform them — to maximize an organization's ability to create value’

1.1.1 Four basic organizational design challenges confronting

managers and consultants

Pooplb in organization take on new tasks as the mood arises and it’s very unclear who

is responsible for what, and who is supposed to report 40 whom This makes it difficult to know on whom to call when the need arises and difficult to coordinate

peaple’s activities so they work together as a team

As organizations grow, manager must decide how to control and coordinate the activities that are required for the organization to create value, The principal design challenge is how to manage differentiation to achieve organization goals Differentiation is the process by which an organization allocates people and

L9 paol, 2034, ve nữ Đam

found real situation of HPT Media and their real expectation, (See appendix L}

Data collections methods

A lot of data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of advertising companies could not be obtained in this research Author has approached

17 big advertising companies in Hanoi and HCMC for the survey

For survey A, a total of 11 questionnaires were sent via email and 6 questionnaixes were sent by post, Notice phone calls were made in priot and follow up 8 in total of

11 questionnaixes via cinail were answer and usable With questiounaires by post, all

6 completed usable questionnaires were collected Author collected 14 usable questionnaires over 17in talal

5 CONTRIBUTIONS OF THE THESIS

‘The thesis would systematically help Vietnam advertising companies — especially FPT Media see what organizational structure is, the benefits and principles to effectively build organizational struoture Most importantly, the thesis has developed specitic activities, guidelines for Vietnamese advertising fixms in understanding and

building an effective organizational structure

6 OUTLINE

‘The thesis is divided into four chapters

© Chapter One will review basic organizational stmcture theories

* Chapter Two and Chapter Three arc findings of the rclevant issues for the advertising industry and the company in point - FPT Media,

and ä Vicnam company (with ils own characteristics) Whal is current

organizational structure of FPT Media? Has is got any problem? If yes, how to repair

it? How to make it better?

‘The purpose of this thesis is lo

«Furst, give out a systcmatical approach organizational structure thoory;

© Second, discover the advertising industry,

= Third, apply this theory inlo practical case of FPT Media — FPT corporation

to recommend the best solutions, which will help FPT Media managers have

a guide on how to manage organizational structure effectively,

© Fourth, identify some theoretical issue of organizational structure, which can apply in advertising companies in specific environment of Vietnam

3 KEY RESEARCH AREAS

The thesis studics organizational structure theorics, history and structuc of advertising industry and finally analyzes organizational structure in this industry

‘Three firs! chaplers of the thesis are researches on advertising industry and a local

firm with main objectives:

found real situation of HPT Media and their real expectation, (See appendix L}

Data collections methods

A lot of data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of advertising companies could not be obtained in this research Author has approached

17 big advertising companies in Hanoi and HCMC for the survey

For survey A, a total of 11 questionnaires were sent via email and 6 questionnaixes were sent by post, Notice phone calls were made in priot and follow up 8 in total of

11 questionnaixes via cinail were answer and usable With questiounaires by post, all

6 completed usable questionnaires were collected Author collected 14 usable questionnaires over 17in talal

5 CONTRIBUTIONS OF THE THESIS

‘The thesis would systematically help Vietnam advertising companies — especially FPT Media see what organizational structure is, the benefits and principles to effectively build organizational struoture Most importantly, the thesis has developed specitic activities, guidelines for Vietnamese advertising fixms in understanding and

building an effective organizational structure

6 OUTLINE

‘The thesis is divided into four chapters

© Chapter One will review basic organizational stmcture theories

* Chapter Two and Chapter Three arc findings of the rclevant issues for the advertising industry and the company in point - FPT Media,

found real situation of HPT Media and their real expectation, (See appendix L}

Data collections methods

A lot of data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of advertising companies could not be obtained in this research Author has approached

17 big advertising companies in Hanoi and HCMC for the survey

For survey A, a total of 11 questionnaires were sent via email and 6 questionnaixes were sent by post, Notice phone calls were made in priot and follow up 8 in total of

11 questionnaixes via cinail were answer and usable With questiounaires by post, all

6 completed usable questionnaires were collected Author collected 14 usable questionnaires over 17in talal

5 CONTRIBUTIONS OF THE THESIS

‘The thesis would systematically help Vietnam advertising companies — especially FPT Media see what organizational structure is, the benefits and principles to effectively build organizational struoture Most importantly, the thesis has developed specitic activities, guidelines for Vietnamese advertising fixms in understanding and

building an effective organizational structure

6 OUTLINE

‘The thesis is divided into four chapters

© Chapter One will review basic organizational stmcture theories

* Chapter Two and Chapter Three arc findings of the rclevant issues for the advertising industry and the company in point - FPT Media,

+ To access organizational siructure theorics

+ ‘To assess advertising industry and organizational structure in this industry + To assess a Vietnam firm: their organizational structure advantage and disadvantage

4 METITIODOLOGY

A lot of related documents on organizational structuze theory were gathered, analyzed, compared and customized for suitable with Vicnam advertising industry Sources of information were combined for use inchudes: books, intemet, media, and dialogues with experts

‘The survey B is fo identify how FPL Media staff think and satisfy with their organization, Because FPT Media is a young, firm so there are only more than 10 people so author has taken a sample of all of these 10 From this survey, we may

3

4412 When will we move to finctional orgenizational structure? ar

442 Which model will be choosing 10 implement ctf this thuế7

CONCLUSIO-

REFERENCES

APPENDIXA — WITAT IS ADVERTISING’

APPENDIXB LIST OF SOME BIG ADVERUISING AGENCY IN VIEINAM

PRY IN VIETNAM

APPENDIXC — SOMETHING ABOUL ADVERTISING INDUSI

APPENDIXD — TECHNIQUES IN ADVERTISING INDUSTRY

4412 When will we move to finctional orgenizational structure? ar

442 Which model will be choosing 10 implement ctf this thuế7

CONCLUSIO-

REFERENCES

APPENDIXA — WITAT IS ADVERTISING’

APPENDIXB LIST OF SOME BIG ADVERUISING AGENCY IN VIEINAM

PRY IN VIETNAM

APPENDIXC — SOMETHING ABOUL ADVERTISING INDUSI

APPENDIXD — TECHNIQUES IN ADVERTISING INDUSTRY

and ä Vicnam company (with ils own characteristics) Whal is current

organizational structure of FPT Media? Has is got any problem? If yes, how to repair

it? How to make it better?

‘The purpose of this thesis is lo

«Furst, give out a systcmatical approach organizational structure thoory;

© Second, discover the advertising industry,

= Third, apply this theory inlo practical case of FPT Media — FPT corporation

to recommend the best solutions, which will help FPT Media managers have

a guide on how to manage organizational structure effectively,

© Fourth, identify some theoretical issue of organizational structure, which can apply in advertising companies in specific environment of Vietnam

3 KEY RESEARCH AREAS

The thesis studics organizational structure theorics, history and structuc of advertising industry and finally analyzes organizational structure in this industry

‘Three firs! chaplers of the thesis are researches on advertising industry and a local

firm with main objectives:

1 BACKROUND

Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media, a part of FPT Corporation

Purpose of the thesis will be presented in the next section

2 FURPOSE

From the theory, we may found a Jol of models thal ae studied, analyzed and applied Each model is designed for certain types of company with its own particulars: number of employees, business scale and business style After each development stage, depending on the situation, managers will decids which model will be chosen In some siluation, managers mmy skip certain periods of development, They are not always successful

‘The advertising industry is a partial of every industry Naturally, it has some its own particulars which differ from all other fields Basically, the organizational structure

in advortising firms do not have hig differont with others bul in fact, there are some

their own customizations

After 4 month m FPT Media, | found that, with a startup company, capital, business strategy, human zesource are important factors But the organizational structure is also crucial An organizational structure has direct impacts on the business

and ä Vicnam company (with ils own characteristics) Whal is current

organizational structure of FPT Media? Has is got any problem? If yes, how to repair

it? How to make it better?

‘The purpose of this thesis is lo

«Furst, give out a systcmatical approach organizational structure thoory;

© Second, discover the advertising industry,

= Third, apply this theory inlo practical case of FPT Media — FPT corporation

to recommend the best solutions, which will help FPT Media managers have

a guide on how to manage organizational structure effectively,

© Fourth, identify some theoretical issue of organizational structure, which can apply in advertising companies in specific environment of Vietnam

3 KEY RESEARCH AREAS

The thesis studics organizational structure theorics, history and structuc of advertising industry and finally analyzes organizational structure in this industry

‘Three firs! chaplers of the thesis are researches on advertising industry and a local

firm with main objectives:

CIIAPTER 1

A LITERATURE REVIEW OF THE ORGANIZATIONAL

STRUCTURE

11 BASIC CHALLENGES OF ORGANIZATIONAL DESIGN

If an organization is to remain effective as it changes and grows with its

environment, managers must continuously evaluate they way their organizations are

design: for oxample, they way work is divided among poople and departments, and the way it controls its aman, financial, and physical resources Organization design invelves difficult choices about how to control — that is, coordinate organizational asks and motivale the people who perform them — to maximize an organization's ability to create value’

1.1.1 Four basic organizational design challenges confronting

managers and consultants

Pooplb in organization take on new tasks as the mood arises and it’s very unclear who

is responsible for what, and who is supposed to report 40 whom This makes it difficult to know on whom to call when the need arises and difficult to coordinate

peaple’s activities so they work together as a team

As organizations grow, manager must decide how to control and coordinate the activities that are required for the organization to create value, The principal design challenge is how to manage differentiation to achieve organization goals Differentiation is the process by which an organization allocates people and

L9 paol, 2034, ve nữ Đam

+ To access organizational siructure theorics

+ ‘To assess advertising industry and organizational structure in this industry + To assess a Vietnam firm: their organizational structure advantage and disadvantage

4 METITIODOLOGY

A lot of related documents on organizational structuze theory were gathered, analyzed, compared and customized for suitable with Vicnam advertising industry Sources of information were combined for use inchudes: books, intemet, media, and dialogues with experts

‘The survey B is fo identify how FPL Media staff think and satisfy with their organization, Because FPT Media is a young, firm so there are only more than 10 people so author has taken a sample of all of these 10 From this survey, we may

3

1 BACKROUND

Within scope of this thesis, 1 would like to study the organizational structure applying into the advertising industry and especially Victnarn advertising company — FPT Media, a part of FPT Corporation

Purpose of the thesis will be presented in the next section

2 FURPOSE

From the theory, we may found a Jol of models thal ae studied, analyzed and applied Each model is designed for certain types of company with its own particulars: number of employees, business scale and business style After each development stage, depending on the situation, managers will decids which model will be chosen In some siluation, managers mmy skip certain periods of development, They are not always successful

‘The advertising industry is a partial of every industry Naturally, it has some its own particulars which differ from all other fields Basically, the organizational structure

in advortising firms do not have hig differont with others bul in fact, there are some

their own customizations

After 4 month m FPT Media, | found that, with a startup company, capital, business strategy, human zesource are important factors But the organizational structure is also crucial An organizational structure has direct impacts on the business

found real situation of HPT Media and their real expectation, (See appendix L}

Data collections methods

A lot of data collection methods were considered Because of constraints in terms of time, costs and human resources, a random sample from the whole population of advertising companies could not be obtained in this research Author has approached

17 big advertising companies in Hanoi and HCMC for the survey

For survey A, a total of 11 questionnaires were sent via email and 6 questionnaixes were sent by post, Notice phone calls were made in priot and follow up 8 in total of

11 questionnaixes via cinail were answer and usable With questiounaires by post, all

6 completed usable questionnaires were collected Author collected 14 usable questionnaires over 17in talal

5 CONTRIBUTIONS OF THE THESIS

‘The thesis would systematically help Vietnam advertising companies — especially FPT Media see what organizational structure is, the benefits and principles to effectively build organizational struoture Most importantly, the thesis has developed specitic activities, guidelines for Vietnamese advertising fixms in understanding and

building an effective organizational structure

6 OUTLINE

‘The thesis is divided into four chapters

© Chapter One will review basic organizational stmcture theories

* Chapter Two and Chapter Three arc findings of the rclevant issues for the advertising industry and the company in point - FPT Media,