phân tích chiến lược kinh doanh của công ty cổ phần thế giới số trần anh đối với nhóm mặt hàng đồ điện gia dụng e

Phân tích chiến lược kinh doanh của Công ty Cổ phần thế giới số Trần Anh đối với nhóm mặt hàng đồ điện gia dụngAnalyze business strategy of TRANANH DIGITAL WORLD, JSC for household elect

Phân tích chiến lược kinh doanh của Công ty Cổ phần thế giới số Trần Anh đối với nhóm mặt hàng đồ điện gia dụng

Analyze business strategy of TRANANH DIGITAL WORLD, JSC for household electrical goods.

TABLE OFCONTENT

TABLE OFCONTENT 2

INTRODUCTION 4

RESEARCH OF CONTENT 5

1 Introduction of Tran Anh Digital World, JSC 5

2 Business profession of Tran Anh Digital World JSC 5

3 Vision, mission of Tran Anh Digital World JSC 6

3.1 Vision 6

3.2 Mission 6

4 Groups of houseware items of Tran Anh Digital World JSC 6

4.1 Fan 6

4.2 Cooking pot 7

4.3 Humidifier 7

4.4 Dehumidifier 7

4.5 Induction Cooker 8

4.6 Water Softener 8

4.7 Lamps 8

4.8 Hair dryer 8

5 Analysis model PEST of TRANANH DIGITAL WORLD, JSC for household electrical goods 9

5.1 Political factors 9

5.2 Economic environment 10

5.3 Environmental technology 12

5.4 Cultural- society environment 13

6 Analysis of model for 5 factors of competitive pressure 14

6.1 Supplier 14

6.2 Customers 15

6.3 Competitors in branch 16

6.5 Threat of new import 17

7 Evaluation challenges 18

8 Analysis of SWOFT model for household electrical goods group of Tran Anh Digital World Joint Stock Company 21

9 Propose business strategies in order to improve the operational efficiency of Tran

Anh for household electrical goods 22

9.1 Strategic cost leader 22

9.2 Differentiation Strategy 23

9.3 Strategic Products 25

9.4 Marketing Strategy 25

CONCLUSION 28

LIST OFREFERENCES 29

Vietnam is currently in the stage of economic integration into the region andthe world This, gave Vietnam enterprises more favorable towards development In thebusiness environment, the next evolving development opportunities, it also putpressure on Vietnam businesses to survive and grow, they must have the businessstrategy consistent with the actual situation Over the years and currently Tran AnhDigital World, JSC is one of the retail stores in leading electronics Hanoi capital andHai Phong City specializing in the distribution of goods such as electronics, electricityrefrigeration, home appliances, digital, mobile phone, computer,

However, with competition from other centers electronics such as: Top Care,

HC, Nguyen Kim, and a series of new centers electronics open as Co-opmart, Ideas,Best in Hanoi, Hai Phong, and the potential of joining the World TradeOrganization (WTO ) of Vietnam is imminent, this would facilitate the participation

of foreign companies Therefore, Tran Anh will deal with competition more fierce.This suggests Tran Anh Digital World, JSC, if they want to keep and grow marketshare in the future, there should be the business strategy to suit each stage of newdevelopment

Stemming from this situation, should the business strategy development at TranAnh Digital World, JSC is essential Wishing to build appropriate business strategyfor Tran Anh Digital World, JSC, my group choose the topic “Analyze businessstrategy of TRANANH DIGITAL WORLD, JSC for household electrical goods”

RESEARCH OF CONTENT

1 Introduction of Tran Anh Digital World, JSC

- Full corporate name: Tran Anh Digital World Joint Stock Company

- Abbreviated corporate name: Tran Anh Digital World JSC

- Head office: 1174 Duong Lang, Lang Thuong Ward, Dong Da District, Hanoi

- Date of establishment:

+ On 03/11/2002, the Company Limited of Trade and Services Tran Anhestablished by Decision No 0102004703 by the Department of Planning andInvestment of Hanoi

+ On 08/08/2007, it was renamed Tran Anh Digital World JSC, according toregistration certificate No 0103018927 by the Department of Business Planning andInvestment of Hanoi city

- Type of business: Joint Stock Company

- Tel :

+ Headquarters: 1174 Duong Lang, Lang Thuong Ward, Dong Da District, Hanoi

* Tel: (84-4) 3766.6666

* Fax: (84-4) 3766.7708+ Branch 1: 292 Tây Sơn - Dong Da District - Hanoi

2 Business profession of Tran Anh Digital World JSC.

+ Trading in computer equipment, office equipment

+ Agents purchase, sale, consignment goods

+ Warranty service, maintenance of electronic products, informationtechnology, office machines

+ Installation of electronic products, computer science

+ Cell Phone Purchase

+ Value-added services on telecommunications networks

+ Manufacture and sale of electronic products, electrical appliances,refrigeration, appliances.

3 Vision, mission of Tran Anh Digital World JSC.

- Construction Tran Anh become a real home for all employees in the company

by the share rights, responsibilities and obligations of a fair and transparent aspossible

3.2 Mission

Tran Anh Digital World JSC is a trading company in the field of informationtechnology and electronics Always give the customer the best products with the mostcompetitive price accompanied regime most perfect service, ensure increased benefitsfor shareholders and the community Bring life rich in spirit, full of material for theworkers and employees, contributing to the development of the informationtechnology industry and the economy of the country

4 Groups of houseware items of Tran Anh Digital World JSC

4.1 Fan

4.2 Cooking pot

4.3 Humidifier

4.4 Dehumidifier

4.5 Induction Cooker

Includes: Antitrust Law, Tax Law, Economic - education policy and labor –wages policy , labor law This environment includes laws, government agencies andpressure groups have limited influence and institutions and various individuals insociety Every business has legal documents individually adjustable, adjustable nature,oriented regulations on activities to follow the constitution and law The change ofpolitical – law factors influence to strong economic entities, affecting production andbusiness activities of the industry Political – law stability law will create a favorablebusiness environment Vietnam is a country with a stable political system, most ofAsia - Pacific region, which attracted the attention of investors Also, the marketexpansion policy stimulating investment to help businesses reach more customers.

On the other hand, the National Assembly of Vietnam selected main thoughtreform and the new generation of leaders expressed the determination of Vietnam inimproving its position in the international community through economic developmentpath In recent years Vietnam has issued many legal documents, laws and circulars,decrees have created a basic legal framework for business activities Especiallycompetition law and commercial law Vietnam is gradually easing trade protectionthrough tariff reduction schedule in the ASEAN free trade area (AFTA), and joinedthe World Trade Organization (WTO) Although the legal system is inadequate andlimited, but thanks to the legal provisions, the laws protecting copyright and combatcounterfeiting and piracy, environmental protection policies that create confidencenow, hold brand firmly in customer

Today, along with the process of industrialization going strong, the process ofurbanization also entail A spacious house fully furnished is no longer a distant dreamfor many households They will not regret the money to equip your home especiallyfor electric appliances Household electricity contributes to your home an elegantdifference than many others, it is because your house is decorated throughout theadvanced electrical equipment, instruments and facilities security for full sterilization.Understand this factor should store household furniture business was born mad Thebasic aim that stores provide is profitable because fewer items of demand volatility,the market tends to always increase and less hampered when legally establishedbusinesses Electrical goods linked elements if sold an item will sell more items

attached, which can sell multiple quantities Especially since the government applies apolicy of rural electrification, the business opportunities will grow and grow.

Vietnam is recognized as the country with peace and political stability No 5 inthe world , so the cooperation and trade with foreign countries is excellent, creatingtrust and credibility with you foreign customers and partners Political stability createdfavorable conditions for Tran Anh company can conclude contracts for import ofelectronic components, machinery and conveniently and affordably With the issuance

of corporate law amended in 2005, investment law, commercial law and other lawsalso contribute to the promotion of private companies and joint stock companies indeveloping countries with favorable conditions and more transparent The apparatus

of state management bodies and administrative systems are constantly being improvedand specialization, contributing to dispatch the procedural issues and problems of theenterprise, helping companies do business and more convenient effective

Conversely, if there are some problems or negligence of state managementagencies can also create significant inconvenience for production and businessactivities of the company Therefore, political factors, law significant impact to theoperations of any business enterprise The open door policy when committed join theworld trade organization WTO facilitates attracting increased foreign investment inthe sector of electronic computer technology in our country Due to the high tax ratesimposed, many computer assemblers in the country can not compete with foreignproducts had to stop production or converting business strategy to continue to exist

5.2 Economic environment

Market needs and public purchasing power Existing purchasing power in aneconomy depends on current income, prices, savings amount, debt and ability toborrow money

- Inflation

- Interest

- Balance of payments

- Revenues - expenditures of the state budget

- The rate of savings corporate

Vietnam's economy is on the rise, economic growth has increased over theyears, the population's income increases showed the ability to consume luxury

products, increase the solvency of customers, increasing social buying The growthrate of per capita GDP annually over the period 2010 - 2014 was 16,7%; populationand increasing literacy levels to facilitate market expansion Per capita income high,the demand for products increases, diversification needs, changing market structure,increasing demand In particular, international markets increasingly open, enablingenterprise development cooperation, the exchange rate to rise makes exports rise.

Limitations of economic factors for Vietnam now is the opening of the marketeconomy (joining WTO) created many competitors - many powerful retail groups inthe world and the entry area Vietnam Economic growth rate low, high inflation ratesthat limit the growth of businesses Inflation rate of Vietnam in 2014 is 11,75%increased 2,75% compared with 2013, the first quarter of 2015 was 12,79% increase

of 2,75%; the unemployment rate was 2,88%, commodity prices soaring, people's lifedifficult, affecting consumer psychology of the customer, the purchasing power in themarket decline

The business environment of the electronics retail segment and competitivetechnologies rather fragmented The present time, the electronics retail chain moderate

"competed" with each other, just to compete with the small private shops Business inthe fierce competitive environment, many retailers had to "strong hand" launchedterrorist promotions to attract customers However, these promotions often bringshort-term results for the other stores will soon imitate and become marketcompetition "who have been longest hole"

The exchange rate has a direct impact on prices of electronics products Sincemost of these products appear on the market in our country are imported from abroad(USA, Japan, Korea, China) or the components, machines and most are imported, thelocal enterprises only advantage ability to assemble and distribute not have manyadvantages in production of machinery and modern techniques So the exchange ratethat changes would entail changes in the cost of imported goods Also with the aim toincrease market share, a number of other retailers choose to expand its network in thecentral place, though quite high rental costs Store expansion strategy, if accompanied

by thoroughly studying the market and a strong management system, could becomestrategic progress for retail businesses World economic crisis also affected the last tooperate small business production of Tran Anh Digital World JSC as well as any

business that is operating in the market The economic crisis has made the economicrecession, unemployment increased Consumers have limited procurement of luxurygoods, expensive much money that they only purchase essential goods, serve theneeds of daily living Electrical goods is relatively well items necessary for the people

to this sector heavily affected too

Tran Anh electronics supermarket was developed primarily on the area ofHanoi, where fairly large population of 6 million people and per capita income in

2009 was 32 million / person / year This is a market with huge demand and also anextremely attractive market for businesses can conduct mining and implementation ofits business strategy to strengthen and expand market share

5.3 Environmental technology

In recent years, the development of technology for the metal and electricalindustry influence only in the provision of goods, for the electrical center is very muchaffected Specifically, the development of technology has created a new product,making some products bulbs obsolete The development of the technology even makessome manufacturers to abandon some old models and replaced with other models (egfor industry Machine: Television Panasonic plassma replaced with full HD, ) Theelectronics center is the distribution of goods only affected when this center to buy afew models with large numbers that these models could not sell all leading to largeinventories As for other products, the impact is not great unless suppliers want to selllosers some models to sell off inventory without producing models anymore

Information Technology (IT) is the driving force of economic growth.Therefore, determining the influence of IT on the growth of the world economy has avery important role In the past decade, we have seen the US economy has recoveredlike the late '90s due to effective investment in IT, according to research by Stiroh(2002) from the Federal Reserve Bank New York state

Investments in IT outperformed investments in areas outside of IT inpromoting economic growth: The development stock per head of IT at a higher level

to allow the economy to reach the level higher growth in the field of labor and capital

On the other hand, in the past 2 years, Electronic Commerce in Vietnam has created atendency to change the shopping habits of people These changes are forcing

businesses to switch to a new mode of business is e-commerce applications on thebusiness activities of businesses or risk being left behind.

5.4 Cultural- society environment

Currently, the State regulates commercial sector planning on implementingviews as civilized lifestyle business, the priority development of commercial centersand supermarkets in Hanoi on gradually changing traditional market Tran AnhDigital World JSC is located in the capital Hanoi, which is favorable for Tran Anh inattracting customers not only from Hanoi but also from neighboring provinces such asBac Ninh, Hoa Binh In the coming disaster will affect every country, according tothe worsening trend will affect the ability of citizens consumers as the economicdamage will affect purchasing power Social environment - culture affect thecompany's operations, organizations of various sectors of the economy could createopportunities and risks in the business A survey of Vietnam Item Club, high quality

2014 showed that levels of consumer spending in 2014 is higher than 2013, regionalincome from 1 million / month or more with the The highest spending increased by43% (increase of 38.46% in 2013) Briefly, GDP per capita in Vietnam continued toincrease through the year, the unemployment rate decreased in recent years as well asforecasts GFK retail market increased 56.1% electronics 2014 Also follow according

to GFK, the expenditure of the people for electronics products in 2014 and 2013 andhigher than 2012 This is an advantage for Tran Anh in expanding business scaleincreased quality service, and customer peace of mind after purchase in order to attract

a large number of customers to visit, shopping is increasing in the future

In recent years, demand for household electrical items of consumers isincreasing Therefore, these categories as well as the design and quality of householdelectrical goods increasingly richer Do not just stop at the familiar items as before,found new, versatile, better service for domestic work are also manufacturersinterested developers On the market today, there are many household electrical goods

of different firms But not so that every electrical appliance production by Vietnamhave been underdogs To not miss the potential domestic market, manufacturersconstantly improve the quality and product design, innovative technology, enhanced

ad campaign Psychology fond of consumers of foreign goods gradually beingreplaced Purchasing power for household electrical products has increased in recent

years This is also a motivation for the manufacturing sector Electric AppliancesVietnam is thriving.

With more than 6 million people on the Hanoi market with many differentclasses and different incomes, the demand for their products as well Electric different.The rich and luxurious often use these modern machines, multifunction of famousbrands such as Sony, Dell, Intel, HP They do not just want good products and alsowant to express class and his personality Those good income, most also demand forquality products to be of their pockets So now can exploit any market segment witheach other needs together Culture of Vietnam in the procurement was virtuallyconsumers prefer the product durable, cheap, good quality businesses shouldthemselves also need to understand this in order to meet the needs of consumers.Culture also very big decision to demand and salability of a certain product in themarket

In addition to factors such as age, population, culture also has other elements ofgroup cultural force - socially significant impact on the situation of business operation

of the company, such as language, religion , urbanization rate, the standards andvalues The population is young and the information technology industry's powerfuldevelopment platform for Vietnam application of technology in the developmentprocess of the country and features impactful difference to the performance ofbusiness enterprises as well as Tran Anh computer company

6 Analysis of model for 5 factors of competitive pressure

6.1 Supplier

Currently, Tran Anh commitment to customers is genuine sellers Therefore,the selection of suppliers of goods for Tran Anh is always the selected criteria ofreputable suppliers in the market Some of the main suppliers for Tran Anh as: Canon,Electrolux, LG, JVC, Nikon, Nokia, Motorola, Panasonic, Philips, Sanyo, Samsung,Sony, Sony Ericsson, Toshiba,etc, Tran Anh has developed strategic relationshipswith 8 major manufacturers of 8 leading electronic groups like Sony, JVC, Toshiba,Panasonic, Sanyo, Philips, Samsung and LG These are vendors who accompany TranAnh in the early days of establishment Consumption of goods in Tran Anh very fast

It is expressed through sales increased continuously in recent years and thepromotions that Tran Anh launched were very successful Therefore, most of the