Business strategy formulation for Saigon Hanoi commercial Joint Stock Bank, Quang Ninh branch (SHB Quang Ninh) in the period of 2013-2018

The selection of Saigon-Hanoi Commercial Joint Stock Bank SHB, Quang Ninh Branch as the subject for this project has been made upon the approval of the Management Board of SHB Quang Ninh

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NGAN HANG SAT GON-HA NOI

BẢN XÁC NHẠN

Kính gửi: Trường Đại học Quốc gia Hà Nội

Trung tâm công nghệ đào tạo và hệ thống việc làm ETC

Ngân hàng TMCP Sài Gòn Hà Nội, Chi nhánh Quảng Ninh xác nhận

Ngân hàng thương mại cô phan Sài Gòn - Hà nội chi nhánh Quảng Ninh (SHB Quảng

Ninh) nhận được đề nghị ngày 09/10/2012 của nhóm học viên thuộc nhóm 6 - Lớp Ga.MBA.M0I11 - Chương trình đào tạo Thạc sỹ quản trị kinh doanh Quốc tế về việc xin thu thập só liệu hoạt động kinh doanh của đơn vị để làm đẻ tài thực hiện làm Bài tập tốt nghiệp của nhóm mình là: "Xây đựng chiến lược kinh doanh của Ngân hàng thương mai cé phan Sài Gòn Hà Nội, chỉ nhánh Quảng Ninh giai đoạn 2013 - 2018" Nhóm gồm các thành viên sau:

I Nguyễn Kim Anh

2 Nguyễn Thị Lan Anh

3 Nguyễn Hồng Thu

4 Nguyên Đức Việt

Tài liệu đăng ký để sử dụng làm báo cáo bao gồm:

-_ Báo cáo kết quả hoạt động kinh doanh năm 2010 đến 30/09/2012

- Bao cdo quyét toán tài chính năm 2009 đến 30/09/2012

- _ Hồ sơ năng lực, hồ sơ pháp nhân

- _ Các tài liệu lien quan khác

Ngân hàng thương mại cô phần Sài Gòn - Hà Nội, chi nhánh Quảng Ninh có ý kiến như sau: Nhat trí cho phép nhóm 6 - lớp Ga.MBA.M0I1I1 được sử dụng những tài liệu nêu trên đề nghiên cứu học tập và làm bài tập lớn, ngoài ra không được sử dụng vào bất cứ nội dung nào khác

Ngân hàng thương mại cỗ phần Sài Gòn — Hà Nội xác nhận để nhóm tiến hành thực hiện

nhiệm vụ nghiên cứ học tập của mình theo kế hoạch

Nơi nhận: NGÂN HÀNG TMCP SÀI GON - HA NOI

CHI NHANH QUANG NINH

go to Ass Prof Arthur Gogatz and Ass Prof Dr Vu Thanh Hung for imparting us the knowledge of Strategic Management and instructing us to complete the Capstone project in order to achieve high academic results

Last but not least, we also sincerely thank Saigon Hanoi Commercial Joint Stock Bank - Quang Ninh for supporting us in collecting data to complete the Capstone project Sincere thanks should also go to our companies and organizations for creating favorable conditions for us to participate in the program

HLembors of Group 6

STATEMENT OF AUTHORSHIP

The members of Group 6 — Class: GGMBA.M0111 hereby commit that:

1 The selection of Saigon-Hanoi Commercial Joint Stock Bank (SHB), Quang Ninh Branch as the subject for this project has been made upon the approval of the Management Board of SHB Quang Ninh

2 The completion of this Capstone project is attributed to the efforts of every member of the team, through data collecting, field study, application of theories,

and other sources of references

3 This Capstone project has never been used as submission to any research or training programs

4 The Group shall take full responsibility for any authorship conflict arisen by the contents of this project

Hanoi, November | ° ăn 2012

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ANALYSIS OF THE ACTUAL SITUATION - ENVIRONMENT - BUSINESS STRATEGY

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a Table 1.1 External Factor Evaluation Matrix (EFE) |

7 Table 12 | Competitive Profile Matrix (CPM)

_ Ta ble 1.3 Internal Factor Evaluation Matrix (IFE)

ae Market shares in terms of operating targets of SHB Quang Ninh over

“Table22 | Comparison of market shares of SHB Quang Ninh and branches of state-|

owned cornrnercial banks (30/09/2012)

Comparison of market shares of SHB Quang Ninh and branches of some joint stock commercial banks (30/09/2012)

~ Table 2.4 The EFE Matrix of SHB Quang Ninh

Table2.5 | Comparison of SHB Quang Ninh’s capital nobilization and usage with

———— those of 4 state-owned commercial banks

[ Table 2.6 _| Comparison of SHB Quang Ninh’s capital nobilization and usage with

——————— those of 4 joint stock commercial banks

oe The Competitive Profile Matrix of SHB Quang Ninh and state-owned

So a The Competitive Profile Matrix of SHB Quang Ninh and joint stock

[_ Table 2.8 —————— commercial banks :

| Table 2.9 SHB Quang Ninh’s capital mobilization structure

| _ Table 2.10 Outstanding loans over time

| Table 2.13 Some financial indicators of SHB Quang Ninh

[Table 2.14 The IFE Matrix of SHB Quang Ninh

| Table 3.1 The SWOT Matrix of SHB Quang Ninh

| Table 3.2 The SPACE Matrix of SHB Quang Ninh

| _ Table 3.3 The QSPM of SHB Quang Ninh

| Table 3.4 Strategy implementation budget of SHB Quang Ninh

LIST OF FIGURES

[ F igure 1.1 Strategic management process

| Figure 1.2 M Porter's 5 Forces Model

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E Figure 1.4 Strategic Position & Action Evaluation Matrix (SPACE)

L Figure ZA Organizational chart of SHB Quang Ninh

| F Figure 2.2 Pie chart showing the market share of capital mobilization of SHB QN

L Figure 2.5: Pie chart showing the market share of capital usage of SHB QN

| Figure 3.1 The SPACE Matrix of SHB Quang Ninh

CPM Competitive Profile Matrix

KPIs Key Performance Indicators

ROA Return On Assets

| SHB Sai Gon - Ha Noi Commerical Join Stock Bank

Joint Stock Commercial Bank for Investment and Development of

| Vietnam

Vi

eo? Joint Stock Commercial Bank for Foreign Trade of Vietnam

MSB Vietnam Maritime Commercial Joint Stock Bank

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CB Asia Commercial Joint Stock Bank

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| VINACOMIN Vietnam National Coal and Mineral Industries Group

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The experience of many countries shows that applying the achievements of technological and social science in general and management science in particular is the key factor which is highly efficient for the development process of economy in general and businesses in particular

The year of 2012 has witnessed dramatic changes in the world’s economy as well as

Vietnam’s economy with many signs of economic depression Political crises in Africa and the Middle East area (Asia) have led to a decline in commerce, service and investment

activitiesall over the world The forecasts of the world's economic growth targets in 2012

have been all adjusted lower than those of the previous forecast Prices of oil, gold and food

continue to increase; inflation is occuring in many countries at different levels These

situations make a huge impact on Vietnam's economy in 2012 and the following years

In the context of these economic happenings, the operation of the commercial bank system in Vietnam is facing major risks and challenges; at the same time, it also

experiences significant changes and fluctuations In accordance with the Party’s policies and

the state law, the State Bank of Vietnam has launched several measures as well as issued a number of regulations,aimed at strengthening and makingbusiness activities of the bank system healthier The consolidation or merger between banks is encouraged and supported

by the Government and the State Bank in order to move towards a healthier banking system, capable of serving public and competing with banks in the area

2 The necessity of the research

Commercial bank is a financial intermediary which plays an important role as the bridge between the actors in the economy In order for banking activities to be effective,

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Saigon - Hanoi Commercial Joint Stock Bank - Quang Ninh Branch (SHB Quang Ninh) is a subordinate branch of Saigon Hanoi Commercial Joint Stock Bank (SHB) with limited basic conditions such as capital, banking technology, management experience and human resource compared with other state-owned banks In addition, the merger between Hanoi Building Commercial Joint Stock Bank (HBB) and SHB also requires SHB to develp and adjust the entire business strategy for the coming time Therefore, in addition to the

purposes of improving its position, enhancing its competitiveness and gradually dominating

the market for modern banking services; restructuring and reorganizing the organizational apparatus as well as directing the business strategy of the whole system requires SHB to have an appropriate business strategy

SHB Quang Ninh is not an exception SHB Quang Ninh includes HBB Quang Ninh,

therefore it has to develop and adjust its own business strategy consistent with the whole system’s general provisions on mergers and restructuring as well as the specific

characteristics of Quang Ninh- a province located in the Northern triangle economic zone of

the country

Starting from the above rationales along with the desire to apply the knowledge gained from theGlobal Advanced Master of Business Administration program of Griggs University to the real practices of Vietnamese enterprises, after discussing and exchanging ideas, members of Group 6 -GaMBA.MO111 has unanimously selected the research topic:

"Formulating business strategies for Saigon Hanoi Commerical Joint Stock Bank — Quang Ninh Branch in the period of 2013 - 2018"

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3 The meaning of the reseach

The research will develop a business orientation for the 5-year period from 2013 to

2018 and the following years It sets a clear goal which is widely shared by the whole Bank and allfunctional departments; at the same time, it also specifies the resources available for the implementation process

This strategy is also the common goal of all SHB Quang Ninh staff

Finally, the research performs thorough analysis of the environment, potential risks and competitive advantages to clearly identify the advantages and potential which can be transferred to real power of SHB Quang Ninh

Il, Research objectives

The major objectives of the research are:(1)Systematizethe theoriesofbusiness Strategy, (2) Analyzethecurrent business situation ofSaigon Hanoi Commercial Joint Stock

Bank — Quang Ninh Branch in the period of 2010-2012and (3) Proposebusiness strategiesfor

the periodof 2013 - 2018, at the same timesuggest some implementation solutions

studythegeneraltheoriesofcommercialbankbusiness straegy and select strategic

managementmodelsfor analysis.Based on thesemodels, theresearchwill assessthe current business situation of SHBQuangNinhin the periodof 2010-2012 Finally, theresearch will proposebusinessstrategiesfor SHBQuang Ninhin theperiodof 2013 - 2018basedonthe abovestandardmodelsandtheresultsfromthe situation analysis ofthebank

INI The object and scope of the reseach

1 Research subject

Research subject:

Research the related issuesin the business strategy development process arising

in the actual situation of SHB Quang Ninh

Scope of the research:

Spatial range: Saigon Hanoi Commercial Joint Stock Bank — Quang Ninh Branch

Time range: During the period of 2010 - 2012

2 Research methodology

- Systematic method: Assessall the factorsthatcanaffectSHBQuang Ninh’s strategy

W iththismethod, the assessment offactorsaffectingthe bank’s strategy includes both external and internal environment of SHB Quang Ninh

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- Primary data analysis method: AssesstheactualsituationofSHBQuang Ninhin thebusiness

strategy formulationandimplementation process

-Quantitative method: Thismethod isusedto select strategies and makedecisions

- Strategic analytical method: Such asSWOT Matrix analysis, QSPM analysis

IV Structure of the capstone project

In addition to the Table of contents, Introduction and List of references, this report includes three following chapters:

Chapter 1: Theoretical background for business strategy development

Chapter 2: Analysis of the actual business situation of Saigon Hanoi Commercial

Joint Stock Bank — Quang Ninh Branch

Chapter 3: Business strategy development for Saigon Hanoi Commercial Joint Stock Bank — Quang Ninh Branch in the period of 2013 — 2018: Implementation solutions,

Recommendations and Conclusions

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CHAPTER 1:

PHEORETICAL BACKGROUND FOR BUSINESS STRATEGY DEVELOPMENT

1.1 OVERVIEW OF BUSINESS STRATEGY

1.1.1 The concepts of strategy

1.1.1.1 The concepts of strategy and business strategy

1.1.1.1.1 Definitions of strategy

In the history of business management, there have many views of”Business Strategy"by different authors; we can consider some _ definitionsofbusiness strategytoidentifyitscharacteristics

According to Chandler (1962), strategy is ‘the determination of the basic iong- term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out these goals’(Chandler, Alfred D., Jr , 1962, Strategy and Structure Cambridge, MA: MIT Press)

In thebookExploringCorporateStrategy,the two authors - JohnsonandScholesdefinestrategyas follows: “Strategy is the direction and scope of an organisation over the long term, which achieves advantage for the organisation through its configuration of resources within a changing environment and to fulfil stakeholder expectations (Johnson, G Scholes, K(1999) ExploringCorporateStrategy SthEd PrenticeHallEurope)

Until the 1980s, James B Quinn came up with a more general definition of strategy as follows: “Strategy is the pattern or plan that integrates an organization's major goals, policies and action sequences into a cohesive whole (Quinn, J., B (1980) Strategies for Change: Logical Inscrementalism Homewood, Illinois, Irwin)

In the opinion of Michael Porter, "Strategy is the art of building solid competitive advantages to defense"

The word “strategy” can be construed in many ways Minzberg summarizes the meanings of the word “strategy” which have been used by many scholars to suggest

"SP" of strategy: Plan, Ploy, Pattern, Position, Perspective

From the abovedconcepts, it can be seen:

Strategy 1s associated with an enterprise’s goals and the formulation of business Strategy is to help the enterprise achieve those set goals

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To achieve this, the enterprise shouldcreate the consistency of all activities in order to create and maintain competitive advantages in the long term

In short, a general definition of strategy can be given as follows: “Strategy is a coordinated series of actions which involve the deployment of resources to which one has access for the achievement of a given purpose” or in other words "Business strategy is the overall decisions and activities related to the choice of means and allocation of resources to achieve the set goals In a competitive environment, an important goal of enterprises is to achieve a better strategic position compaired with other competitors"

1.1.1.1.2 Definitions of business strategy

From the mid-20th century, the term "strategy" has been widely used in both

macro-economics and micro-economics In the macro aspect, it refers to basic,

comprehensive and long-term development plans of sectors, industries or regions

In terms of micro management, strategies also aim at development which is closely associated with business So, in the business environment, people often talk about the term "business strategy" of a company

In business world, resources are always limited and the business environment is volatile, while enterprises have to face fierce competition from rivals Competing in the market is similar to fighting on the battlefield

Business strategy provides long-term orientation and valuable guidelines for a company and its functional departments There are different definitions of business

Strategy:

- Business strategy of an enterprise is a general course of actions towards achieving the enterprise’s goals Strategy is a set of goals and policies as well as major plans to achieve those goals

- An enterprise's business strategy is the optimal choice of combining measures (using the enterprise’s resources), time (opportunities, threats) and space (business field, area of operations) in accordance with business environment analysis and the

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enterprise's resources in order to achieve basic and long-term objectives consistent with the vision of that enterprise(Nguven Khoa Khoi, Dong Thi Thanh Phuong, Strategic Management , Statistics Publishing House)

Here is a definition that has been used in MBA programs: business strategy is a series of commitments and actions that a company uses to win a competitive advantage

by exploiting its core competencies on a particular market (associated with a product

As this definition implies, strategic management focuses on_ integrating management, marketing, finance/accounting, production/operations, research and development, and business information systems to achieve organizational success

b Strategic management process

Strategic management is the process of studying the current, as well as future

environments; establishing goals of an organization; setting, implementing and

monitoring the implementation of decisions in order to achieve those goals in the

current and future environments

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Corporate - level strategy (5)

Business — level strategy

Functional — level strategy

Speaking of vision, itis describingthefuturewithsomespecialmethodsthatmakeitbetter

thin the reality Establishing a business strategic vision hasalwaysbeenamajorchallengefor an’ organization.It describesthepeople and theorganizationat theprospecttheywill

aciieveinthefuture

A vision usually starts from the things that leaders are most interested in and conmitted to achieve Margaret Thatcher once said, "The responsibility of leaders is to illiminate the path to the future, and then seek help from everyone to create that Fuure." A vision is considered to be effective when it includes the following features:

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- Mission statements

A company's mission is a concept used to determine the company’s purposes, the rationalesfor which the company exists and the basis for its development A company's mission statements are its proclamation to the society; it demonstrates the values and meaning of the existence of the company to the society

Basically, a company's mission statements are merely to clarifyacrucialissue: “what

is the purpose of its business?” The scopeof the missionstatement is oftenrelatedto the products, markets, customers, technology andphilosophiesthat the company is pursuing So

it can be said that missionstatements clarify the meaning of theexistence of an organization, what it wantstobe, thecustomers it wantstoserve, theway it wants to operate

~ Core values

A company’s core values are what the company consider as priceless and

unchangeable Core values create a foundation for the company’s internal regulations

+ Core values are defined as follows:

- A belief system that affect behaviors between human and human, or between groups

of people

- Core values are the "soul" of an organization

- Effective values that are deeply rooted in an organization

- Core values help shape organizational psychology, which can support or reduce

individual psychology

+ Core values are the essential and long-term guidelines and rules:

- They help orient the decisions and actions of an organization

- They are not cultural actions or specific activities

- They are not built for the purpose of profit or other short-term interests

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- Core values are not affected by public opinions, but have intrinsic values and great importance to those inside the organization Core values are some of the very rare guiding rules that have enormous influences They are the soul of an organization, the values that guide all actions

- Core values have depth and they are extremely important values These values are rarely changed by market changes On the other hand, organizations will normally change the market, if necessary, in order to maintain its core values

1.1.1.2 Characteristics of business strategy

Business strategy determines the basic objectives and business direction of a business in a specific period

The orientation characteristic of business strategy is to ensure the continuous and sustainable development of a business in the constantly fluctuating business environment

Business strategy ensures maximum mobilization and optimal combination of the extraction and use of a business’s resources at the present and in the future It also promotes the strengths and seizes the opportunities to gain competitive advantages Business strategy of an enterprise is reflected throughout a continuous process.It is often developed in a long period of time (3, 5 to 10 years)

Business strategy always has attacking thoughts in order to win in the marketplace 1.1.2 Levels of business strategy

Depending ondifferent viewpoints, exact strategiclevels can be identified However, most commonly, strategyisdividedintothreelevels:

Organization.Itidentifiesthe actions thatthecorporatetakes ¡nordertogaina competitive

advantageby selecting, managing a group

ofdifferentbusinesses,competinginanumberofindustriesandproduct markets

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- Functional-level strategy: helps implement effectively corporate-levelandbusiness-

level strategies bythecomponentsin terms ofresources, processes, people and necessary skills This is the strategytoimprovetheeffectiveness ofbasic activitiessuchasproduction, marketing, materialsmanagement, research and development

1.1.2.1 Key issues in business strategy

A business strategy must address three following key issues:

- Who will be served?

- What needs will be satisfied?

- How will those needs be satisfied?

1.1.2.2 Roles of business strategy

Firstly, business strategy helps enterprises understand and take advantage of

business opportunities to formulate appropriate strategies and development policies in order to accomplish the set goals

Secondly,business strategy helps managers forecast uncertainties and risks occuring in the present and in the future; thereby adopt appropriate policiesin order to initiatively response to those uncertainties and risks

Thirdly, business strategy helps managers efficiently use and effectively

allocate the enterprise’s available resources

Fourthly, business strategy helps managers effectively coordinate the organization’s functions to reach the common goals

1.1.3 Factors influencing a company’s business strategy

The strategic management process of an enterprise is divided into four phases: Strategic Planning =>Strategy Implementation=> Control => Strategy adjustment

This process is influencedbymany factors whichcan be divided intotwogroups: external environmentandinternalenvironment Ineachtype of environment, there are factorsthatdirectlyinfluencean enterprise’s strategy.In fact, these factorsare always

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changing and closely interactingwitheachother, creatingopportunitiesandrisks thatan enterprise may encounter Thus,evaluating theexternal environmentisastep in the strategy formulation process; it helps enterprises takeadvantageofopportunitiesand avoid risks brought by the external environment

1.1.3.1 External environment analysis

1.1.3.1.1 Analysis of influencing factors

This is the group of factors that create opportunities and threats that enterprises may face in a competitive condition The external environmental factors are classified into two major groups, including the macro environment and micro environment

A Macro environment (PEST Model)

(1) Economic environment

This segment determines the health and prosperity of an economy, it always

make significant impacts on enterprises and industries It refers to the nature and development direction of an economy in which enterprises are operating.In fact, enterprises, especially banks usually pay attention to these economic factors through various economic variables such as: GDP growth trend, inflation, interest rates, the availability level of the credit system, the level of disposable income and consumptiontrends of citizens

(2) Technological environment

Inaspreadinganddiverse space, technological changesaffectmanyaspectsof asociety.Forbanking operations, technology can allowbankstoprovidethebestofmodernbankingservices

(3) Social-cultural environment

This segment is_ related tosocialattitudesandculturalvalues Similar totechnologychanges, socialchangesalsocreateopportunitiesandthreats, ascultural valuesandsocialattitudesmakeupthe foundation ofa society Therefore, these changesoftenlead tothe changes intechnological, political-legal, economicanddemographic conditions

(4) Demographic environment

The demographic segmentin themacroenvironment isrelated topopulation, agestructure, geographic distribution, ethniccommunities, andincome distribution (5) Political — legal enviroment

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This environment includes relevant global markets, current changing markets, important international political events, basic institutional and social! characteristics of the global market

B Macro environment — Industry environment

The Five Forces Model was introduced by Michael E Porter — a professor at Harvard Business School and becamea popular strategic model used by many corporate strategists According toMichaelE.Porter, there arefive forces that determine the competitionin a particular industry They are:(1) threat of new entrants, (2) bargaining power ofsuppliers, (3) bargainingpowerofbuyers, (4) threatofsubstitute products, and(5)industry competitor

Figure 1.2 M Porter's 5 Forces Model

Potential Entrants

Threat of new entrants

Rivalry among of Buyers

(1) Threat of new entrants

New competitors when entering the marketoften create new competition by taking the market share from existing firms Normally, when entering a new industry.new entrants face certain barriers such as: the econmies of scale, product

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differentiation, capital requirements, cost advantages, access to distribution channels, the Government’s regulations,

(2) Bargaining power of suppliers

Suppliers can claim their power and threaten producers by increasing prices, reducing the quantity and quality of products/services For banks, suppliers are depositors and w0se power is reflected by the amount of capital they can deposit Thus, they can stow their power by setting the price/interest rate

(4) Bargaining power of buyers

Buyers often ask for discounts ordemandhigher quality of products and services, svitch to other providers if necessary For banks, buvers are the people who use the benking products and services Power of buyers is usually expressed by the scale of products and services that they use Hence, they also have the right to negotiate with benks on the price of products and services

(5S Intensity of rivalry among competitors

The competition within an industry is reflected by the fact that competitors use their power to attract customers Commonly used techniques are price competition, product introduction, marketing campaigns and advertising programs The intensity of conpetition within an industry depends on factors such as: the number of competitors, intustry growth rate, high fixed costs or perishable products, the level of product standardization and the barriers to exit

In fact, when analyzing the industry environment and competition environment, sitntegists often answer four questions: (1) what is the scope of the industry in which the c:onpany is operating?, (2) what is the structure of the industry?, (3) which companies are tthe competitors?, (4) what are the criteria to determine the competitors?

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1.1.3.1.2 External factor evaluation matrix

a.External factor evaluation matrix (EFE)

EFE matrix helps managers evaluate external factors, synthesize and summarize major opportunities and threats from the external environment that can affect the business Based on this, business managers can evaluate the response level of the business to those opportunities and threats

There are 5 steps to develop an EFE matrix:

Step 1:Make a list of factors including opportunities and threats that influence the success of the business in the industry

Step 2:Each factor will be assigned a weight of importance from 0.0 (not important) to 1.0 (very important) The total value of the weight for all factor’s level of importance must be 1.0

Step 3: Assign a rating between 1 and 4 to each factor that decides the business success to evaluate how the current business strategy responds to that factor: 4 = the response is superior, 3 = the response is above average, 2 = the response is average and | = the response is poor;

Step 4: Multiply each factor’s weightwith its rating to calculate the weighted score for each factor

Step 5: Add all weighted score of all factors to identify the total weighted score for the company

Evaluation: The total weighted score of the matrix does not depend on the

number of factors listed The highest total weighted score a business can have is 4.0, the lowest is 1.0

If the total weighted score is higher than 3: the business responds positively to external opportunities and threats

If the total weighted score is higher than 2.5 (and lower than 3): the business has average ability to respond to external opportunities and threats

The total weighted score lower than 2.5 reveals that the business responds poorly to external opportunities and threats

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OPPORTUNITIES

Total = 1 | Total weighted

score =A

b Competitive profile matrix (CPM)

This matrix provides visual assessment of the business compared with major

competitors in the industry.The comparison is based on the factors affecting the

Competitiveness of companies in the industry

A Competitive profile matrix can be developed by 5 steps:

Step 1: List all the key success factors of the industry (about 10 factors)

Step 2: Assign a weight for each factor from 0 (not important) to 1.0 (most important) The sum of all weights should equal 1

Step 3: Rate each factor ranging from | to 4 for all the companies in analysis Here,the response is poor represented by the rating of 1, the response is average represented by 2, the response is above average represented by 3, the response is superior represented by 4

Step 4: Calculate the weighted score for each factor by multiplying each factor’s rating with its weight

Step 5: Calculate the total weighted score for each company by adding all the weighted scores of this company

Evaluation: Compare the total weighted score of the company with that of other major competitors in the industry in order to evaluate the competitiveness of the

Company

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1.1.3.2 Internal environment analysis

1.1.3.2.1 Analysis of influencing factors

By analyzing the internal environment, businesses in general and banks in particular identify what they can do The outcome of internal environmental analysis is to identify unique resources, capabilities and competenciesrequired for sustainable competitive advaniage

Resources include financial resources, human resources, physical and technological resources, organizational resources, brand value, reputation, etc

(1) Financial capability analysis

For a bank, financialresourcesare shownby many factors:thesize of owners’ equity; the bank's abilitytoraisecapital compared toitscompetitors; capitalstructureandassetstructure; growth rate indicators (profit growth, credit outstanding growth, mobilization growth ); profitandthe profit distributionpolicy; the balancebetweencapitalandcapital usage; capitalcostcomparedtotheindustryandcompetitors; liquidity; ability to

contro\costsandreducecapital cost; financialscale; financial ratios such as ROA (return on

assets) ROE (return on equity); relationships withtheowners, shareholders andinvestors; ability to estimate and prepare for financial losses

(2) Marketing capability analysis

Marketing capabilities can increase customers’ perceived valuesof the baking products and services Marketing capabilities include market research capability, current and

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future competitive position in themarket; ability to identify target customers; the level of diversification of service portfolio and the development of new services

In a service business in general and a bank in particular, human resources play an important role in determining the quality of products and services A bank employee conveys the value of product and services to customers and build customers’ trust The quality of human resources is shown by many indicators such as: professional qualifications, soft skillssuch as foreign language proficiency, computer proficiency, communication skill, presentation skill and decision-making skill Among these, qualifications are important because they demonstrate the ability of employees to understand their job and perform it in

a propermanner

(4) Organizational analysis

Analysis of a bank’s organizational resources includes the following: the bank’s

existing organizational structure; the bank's prestige and position; organization of internal information system and communication; control system,internal inspection and audit;

organizational atmosphere and routines; strategic planning system; capacity, level of consideration and enthusiasm of the topleaders; ability to use various methods and techniquesin preparingdecisions and other documents

(5) Physical analysis

Analysis of physical resources includes the following details: head offices and transaction offices; customer service equipment; internal machinery and equipment: payment system, computer system; banking technological level

The application of technology is one of the factors that determine the

competitiveness of commercial banks Today, banksare developing intensive technology products and using advanced technology products as a measure of competitiveness, especially in the development of e-banking products

(6) Analysis of techonology and science capabilities

Technology is the most important component in a _ bank’s necessary infrastructures Automatic machinery and equipment help shorten the operating time, increase the accuracy and convenience of banking services Technology is a basic condition for banks to deploy modern services Banking technology also includes internal information management system and risk reporting system

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(7) Diversity of products/services and customer service quality

A bank that has various types ofproductsand servicesprovidedinaccordancewiththe market demandsandthe bank’ smanagementcapacitywillhasa significant advantage The diversificationofproductsand services not onlyensure a bank’s stable development but also help the bankto take advantage of the economiesofscale The diversificationofproductsandservicesmust also be consistentwiththe bank’s existing resources; otherwiseit willnotguaranteehighefficiency

(8) Core competencies

Core competenciesgenerate a business’s competitive advantage However,the point of view that businesses have to be based on core competencies to develop new products and services is not always true

In the field of marketing, there is a concept namely“core competencies” of an organization/business and "core core benefit” of a brand

Core competencies are often understood as activities that a business performs especially well compared to competitors They must simultaneously satisfy 04 criteria:

- Valuable: Core competencies must bring real values to customers, influence them to choose the company’s products/services Otherwise, they will not be effective lin gaining competitive position and can not be considered as core competencies

- Rare: They are competencies that are not possessed by many others

- Costly-to-Imitate: It allows the company to create better products than Competitors As the company constantly upgrade them, they will create the ultimate Competitive position in the market

- Nonsubstitutable: Core competencies couldbetechnology, technical know- how, closerelationshipswithcustomers, distribution system, powerful brands Core competencies createcompetitive advantages forenterprisesintheirproduction andbusinessactivitieswithoutequivalentcompetitors

When developing new products and services, businesses often rely on core competencies which are their existing strengths This is considered a top priority for many businesses when making decisions on developing new products and services, complementing their existing products and services Core competencies will create a

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Indeed, if a business determinedly relies on its core competencies, it might lose some opportunities Developing partnerships and joint ventures in order to rely on the

strengths of the partners, and then gradually build up their own core competencies has

been one of the wise decisions,bringing outstanding success for many businesses recently

In summary, core competencies are essential business capabilities that businesses can perform better than competitors (or at least make the best of their capabilities Core competencies are not only knowledge and skills, but also a business’s personality, ability and mannerto obtain these knowledge and skills Therefore, each business has its own core competencies as its own personality and

identity That will determine the manner and the path that they will follow in the

future, rather than the frame limiting the business’s development

1.1.3.2.2 Internal factor evaluation matrix (IFE)

Internal factors are considered very important for every business strategy and

objectives set by the business.After taking into account all internal factors, strategic

managers should develop an internal factor evaluation matrix in order to consider the response ability and identify the business’s strengths and weaknesses Based on this, the business can take advantage of its strengths to exploit and prepare its internal resources to cope with the weaknesses and find ways to improve those weaknesses

There are 5 steps to develop an IFE Matrix

Step 1: Make a list of key internal factors including strengths and weaknesses

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Step 2: Assign a weight of importance that ranges from 0.0 (not important) and 1.0 (all- important) to each factor The total value of those weights should be 1.0 The weight indicates the relative importance of that factor to being successful in the industry regardless of whether it is an internal strength or weakness

Step 3:Assign a 1-to-4 rating to each factor to indicate whether that factor represents a major weakness (rating =1), a minor weakness (rating — 2), a minor strength (rating = 3), or a major strength (rating = 4)

Step 4: Multiply each factor’s weight by its rating to calculate a weighted score

for each factor;

Step 5: Add all the weighted scores of all factor to identify the total weighted

score for the organization

Evaluation: Regardless of how many factors are included in an IFE Matrix, the total weighted score can range from 1.0 to 4.0 The total weighted score below 2.5 undicates that the business isweak internally The total weighted score above 2.5

characterizes that the business is strong internally

Table 1.3 Internal Factor Evaluation Matrix (IFE)

\WWEAKNESSES

Total = 1 Total weighted

score =A

I!,.2 BUSINESS STRATEGY FORMULATION AND SELECTION

Depending on each business’s viewpoints on strategy, different strategy formulation processes can be formed In this paper, the group approachs a common business development method using SWOT Matrix In the opinion of the group, the SWOT matrix analysis approach is comprehensive and superior with the principle that

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1.2.1 Formulating and selecting business strategies - using SWOT

1.2.1.1 Formulating business strategies - using SWOT

Normally, strategy is understood as the result of a rational planning process which is arranged carefully and dominated by the top management team in an enterprise So far, management scientists, strategists and managers have offered various strategic planning models Using the SWOT analysis method, strategy development

consists of 04 steps:

Bước 1: Establish the company’s vision and mission statements

In this step, the company should clearly identify its current business field and potential opportunities in the future The company’s vision and mission statements should also be identified and established This requires the company to identify the scope of current operations and future business opportunities In other words, it has to

answer the question: "What is the business industry in which we are operating " and

"What is theposition of our industry in the value network?"

Key strategic goals determine what the bank expect toaccomplish in medium term and long term A meaningful goal should have four characteristics:

Firstly, a well-established goal must be accurate and can be measured

Secondly, a well-established goal focuses on important issues

Thirdly, a well-established goal must be challenging but realistic

Fourthly, a well-establishedgoal should be set within a time frame

Bước 2: Perform external and external environment analysis

In this step, the company should collect the information about its external and internal environment, evaluate and analyze this information to identify Opportunities/threats and strengths/weaknesses Moreover, this step also identifies the possible combinations of external environmental factors and internal environmental factors

Buc 3: Evaluate the best combination between opportunities and resources

This refers to the identification of appropriate strategies in accordance with the comany’s resources and capabilities as well as its external environment

Bước 4: Strategy selection

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—¬ | opportunities/threats | | và all | strengths/weaknesses

L_— D 1 —T—— L—_ -—-

1.2.1.2 Selecting business strategies

By analyzing the SWOT matrix,alternative business strategies will be proposed Based on those alternative strategies, the company can analyze, evaluate and select the

most appropriate strategy

1.2.2 Tools for developing business strategies

1.2.2.1 SWOT Matrix

SWOT matrix is a tool combining four key elements: Opportunities (O) Threats (T), Strengths (S) and Weaknesses (W) to form four groups of strategies

The four key elements are:

* Opportunities: Includethe environmental conditions thatpositively influence a company There are main trends that create opportunities for a company In addition, assessing the market segments that the company is not pursuing, competitive and legal changes, technological changes and relationships with suppliers and buyers also creates Opportunities for the company

* Threats: Include the environmental conditions that negatively affect a company New entrants, market decline, anincrease inthe bargaining power of suppliers or buyers, technological changes and new regulations may be threats to a company

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Four groups of strategies:

SO Strategies: businesses use their internal strengths to take advantage of external opportunities

WO Strategies: businesses overcome theirinternal weaknessesby taking acvantage of external opportunities

ST Strategies: businesses use their strengths to avoid threats or reduce the unpact of threats from the external environment

WT Strategies: businesses overcome or minimize their internal weaknesses to

avoid external threats

Table 1.4 SWOT Matrix

Ca and ES using rating scale from -6 (worst) to -1 (best) Rate IS and FS using rating

sicile from +1 (worst) to +6 (best)

St:p 3: Find the average scores for CA, IS, ES, and FS

St:p 4: Plot values from step 3 for each dimension on the SPACE matrix on the

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Step 5: Add the average score for CA and IS dimensions This will be the final point

or axis X Add the average score for ES and FS dimensions to find the final point on the axis Y

Step 6:Find intersection of the X and Y points Draw a line from the center of the

SPACE matrix to this point

Conservative FS Aggressive

+4 | + +2

Figure 1.4.Strategic Position & Action Evaluation Matrix (SPACE)

SFACE Matrix allows a business to select the following strategies: Aggressive, Conservative, Defensive and Competitive

1.2.2.3 Quantitative strategic planning matrix (QSPM)

THs is atechique for analyzing and _ selectingstrategiesusing the Quantitative StategicPlanningMatrix(QSPM) The QSPMusestheinputdatafrom theEFE Matrix, IF2 Matrix and SWOT Matrix to objectively determine which strategy among the alternative strategies is the most attractive one and worthpursuinginordertosuccessfully atc:omplish the setgoals Stepsto construct a QSPM are listed as follows:

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‘aken directly from the EFE Matrix and IFE Matrix

Assign weights to each key external and internal factor These weights are identical to those in the EFE Matrix and IFE Matrix

Examine the SWOT, BCG, Hofer matrices and identify alternative strategies that the company should consider implementing Record these strategies in the top row

of the QSPM Group the strategies into mutually exclusive sets if possible

Determine the Attractiveness Scores (AS) The range for AS is: | = not attractive, 2= somewhat attractive, 3 = reasonably attractive, 4 = highly attractive

Calculate the Total Attractiveness Scores by multiplying the weights by the Attractiveness Score in each row The Total Attractiveness Scores indicate the relative

attractiveness of each alternative strategy, considering only impact of the adjacent

external or internal critical success factor

Calculate the Sum Total Attractiveness Score by adding Total Attractiveness Scores in each strategy column of the QSPM (considering all the external and internal factors that could affect the strategic decisions) The higher the Sum Total Attractiveness Score is, the more attractive and appropriate the strategy is

Table 1.5 Quantitative Strategic Planning Matrix

- Opportunities

- Threats

Total 1.00 Total | STAS STAS

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- Head Office: 77 Tran Hung Dao - Hoa Kiem, Hanoi

- Current chartered capital: Nearly 9,000 billion VND

- Establishment license: Saigon Hanoi Commercial Joint Stock Bank, abbreviated as SHB, was established under the Decision No 214/QD-NHS5 dated 13/11/1993; Decision No 93/QD-NHNN dated 20 / 1/2006 and No 1764/QD-NHNN dated 11/09/2006 Business license: No 0103026080

* Major business fields:

* Development strategy:

- Always build the appropriate strategy for each stage of development, with

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- Build SHB culture to be a spiritual factor connecting the whole system Develop professional management and human resource training strategies in order to

ensure a smooth, efficient and continual running process in the whole SHB system

- Develop products and services; increase the profits from services/annual total return based on an advanced and modern technology foundation

- Always best meet the interests of shareholders, investors towards a Prosperous

SHB

* New structure

In 2012, implementing the policy of restructuring the commercial banking system of Vietnam’s Government, SHB researched and figured out some of the best opportunities which could help SHB develop rapidly, strongly withthe lowest cost by mergering another credit institutioninto SHB The Decision No 1559/QD-NHNN was signed on August 7, 2012 by the State Bank approving the merger of Hanoi Builiding Commercial Joint Stock Bank into Saigon Hanoi Commercial Joint Stock Bank SHB

held a press conference to proclaim the Decision No 1559/QD-NHNN approving the

merger of Hanoi Building Commercial Joint Stock Bank (HBB) into SHB on August 9,

2012

According to the above decision, SHB is obliged to receive all assets, rights, obligations and legal interests of HBB and HBB simultaneously announced the

termination of its operations within 15 days (from the date of 28/08/2012)

The merger of HBB on SHB is planned in the development strategyof SHB and

in accordance with the policy of the Government and the State Bank, aiming at restructuring the system of commercial joint-stock banks SHB after the merger became a large-scale financial institution in Vietnam with the charter capital of 9.000 billion VND, total assets of over 120.000 billion VND, a vast trading network with more than 240 branches, transaction offices nationwide and 2 branches in Cambodia, Laos, nearly 5,000 employees, including professionally trained personnel with rich

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2xperience and good qualifications;based on an advanced and modern technology

‘oundation to develop diverse products and utility services The Bank also has great advantages in terms of market and customer diversity which are developing in both juantity and quality Especially, SHB, after the merger,has the capital adequacy ratio- CAR of 11.39%,meeting the international standard, which affirms the safety and sustainability of SHB after the merger

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SHB Quang Ninh’s business activities are based on the supervision and administration of SHB’s Head office SHB Quang Ninh is a level-one branch of SHB

in Quang Ninh province

Up to the present, SHB Quang Ninh has a network consisting of 01 head office and 14 transaction officeslocated in almost all districts of the province Besides, the branch has a team of over 194 young, dynamic and enthusiastic staff, who are always determined to best serve their customers

The head office of SHB Quang Ninhincludes the following departments:

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1 Branch’s Board of Directors

to Comprehensive- AdministrationDepartment

3 Accounting Department 4.Customer Services and BugetDepartment

5 Corporate Customers Department

6 Individual Customers Department

7 Credit Support Department

8 Re-evaluation Department

9 International Payments Department

10 Debt Settlement Department

11 Information Technology Team

12 MarketingTeam 2.1.2.2 Organizational structure of SHB Quang Ninh Branch

Figure 2.1 Organizational chart of SHB Quang Ninh

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