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UNIVERSITY OF SUNDERLAND

ASSESSMENT COVER SHEET / FEEDBACK FORM

BA (HONS) BUSINESS MANAGEMENT

Student Registratin N!" #$%&'$& Student Nae" MAI NGO* LONG

Mdu+e *de" SIM,,-Mdu+e Nae" Strategi. Manageent

Due Date" #-/#/ Hand in Date" #-/#/*entre / *++ege"

 Assessent Tit+e"

Learning Out.es Assessed"

Feed1a.2 re+ating +earning ut.es assessed and assessent .riteria gi3en 

t students"

Mar2"LearningOut.es

 Assessed"

 Areas 4r *endatin"

 Areas 4r I5r3eent"

 Assessrs Signature"

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Table of Contents

Executive summary.......................................................................................................................3

Company background...................................................................................................................4

Main analysis..................................................................................................................................5

I. Where are we now?..............................................................................................................5

1. Porter’s value chain...........................................................................................................5

2. Porter’s Five Forces..........................................................................................................9

3. PESTE..........................................................................................................................13

4. SW!T anal"sis................................................................................................................1#

II. Where $o we want to %e?................................................................................................19

III. &ow $o we 'et there?......................................................................................................19Recommendations........................................................................................................................21

Conclusion....................................................................................................................................22

Appendix.......................................................................................................................................23

Bibliography.................................................................................................................................3(

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Executive u!!a"#

The re)ort 'ives in*or+ation a%out how Thien on' ,rou) -or)oration can 'ain the

success an$ $evelo) the %usiness in co+)etitive +aret. The strate'ic +ana'e+ent o* this

co+)an" is anal"/e$ %ase$ on the )ositionin' view with three 0uestions

In the *irst 0uestion Where are we now? so+e tools such as SW!T anal"sis PESTE

Porter’s *ive *orces an$ value chain will %e a))lie$ u)on the real co+)an" situation to evaluate

the internal an$ eternal *actors which in*luence the strate'ic +ana'e+ent o* T, -o+)an".

The net 0uestion Where $o we want to %e? )art will re*lect the vision +ission core

value as well as the o%ective o* the co+)an".

For the last 0uestion Porter’s 'eneric strate'ies will %e use$ to i$enti*" which strate'ies

that Thien on' -o+)an" can ee) on )ro+otin' to 'ain +ore )ro*it an$ $evelo) the %usiness.

6*ter that the reco++en$ations will %e )ro)ose$ *or the co+)an" to have +ore success in the

*uture.

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C%!&a'# (ac)g"%u'*

Stationer" is a *orce*ul an$ co+)etitive in$ustr" aroun$ the worl$. &u+an nee$s

instru+ents to access the nowle$'e an$ in*or+ation in $ail" lives. Startin' *ro+ the increasin'

$e+an$ o* consu+ers this in$ustr" is now $evelo)in' ver" *ast es)eciall" in so+e $evelo)in'

countr" lie 7ietna+. It is esti+ate$ that 7ietna+ has s)ent aroun$ 4((( %illion *or )urchasin'

writin's instru+ents an$ stationer". This hu'e $e+an$ +a$e an a))earance o* e" )la"ers in

stationer" in$ustr" such as 8en 'he &on' &a Thien on':

Thien on' ,rou) -or)oration ;T,< is a local stationer" co+)an" in 7ietna+ which is

consi$ere$ as a )ro+inent %ran$ in writin' instru+ents an$ stationer" in$ustr". Esta%lishe$ in

19=1 T, has achieve$ the re)utation in $o+estic +aret an$ %eco+e the lea$in' stationer"

 %ran$ in stationer" in$ustr". With the $istri%ution networ e+%racin' >3 )rovinces an$ cities

nationwi$e the co+)an" )rovi$es a variet" o* )ro$ucts inclu$in' School su))lies writin'

instru+ents !**ice su))lies an$ 6rt su))lies. ot onl" 7ietna+ %ut Thien on'’s )ro$ucts are

also )o)ular in oversea +aret when the" are e)orte$ to over 4( countries worl$wi$e.

In this re)ort I woul$ lie to )resent the evaluation o* strate'ic +ana'e+ent o* Thien

on' ,rou) -or)oration alon' with the +o$els an$ conce)ts a))lie$. 8esi$e the current

situation an$ strate'" o* T, so+e +o$els such as SW!T anal"sis PESTE Porter’s *ive

*orces an$ value chain are a))lie$ to ea+ine the internal an$ eternal au$it as well as the

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current activities o* the co+)an" in the *ollowin' )art. 6*ter that the +ain anal"sis will close

with reco++en$ations to su))ort Thien on' to 'ain +ore success in the *uture.

Mai' a'a,#i

Strate'ic +ana'e+ent involves in all to) co+)anies )resentl" which alwa"s *in$ the new

strate'" to a$a)t to the environ+ental chan'e co+)etitors the custo+er’s nee$ an$ to +ae use

o* source in e**ective wa" ;- 6))a et al. 2((9 ).2>

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wor$s value chain anal"sis $ivi$es co+)an"’s activities into a chain which )resents value@a$$e$

in each )ro$uction lin ;Sehar 2((9

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countries an$ )articularl" *ro+ )ro*essional 7ietna+

i+)orter. 6*ter %ein' $elivere$ %" su))liers the in)ut will %e

store$ an$ han$le$ into warehouse an$ stora'e.

&perations

Caterials *or )ro$uct are $ivi$e$ into $i**erent cate'ories

writin's instru+ents school su))lies art su))lies an$ o**ice

su))lies. Durin' +anu*acturin' )rocess T, a))l" S6P@

EBP s"ste+ to increase the )ro$uctivit" an$ ca)acit".

6sse+%lies are i+)le+ente$ on se+i@auto+atic asse+%l"

+achine with hi'h )ro$uctivit" an$ accurac". Pro$ucts are

 )rinte$ on *il+ trans*er )a$ )rintin' hot@sta+)in' Fleo

 )rintin' +achine an$ *ull@screen )rintin' +achine. The

e+)lo"ee tea+ is well@traine$ an$ hi'h@0uali*ie$.

&utbound logistics

Stron' $istri%ution channel s"ste+ s)rea$in' out within >3

 )rovinces can hel) T, to trans)ort the )ro$ucts to

wholesalers retailers su)er+arets h")er+arets sho))in'

+alls 'i*t sho)s %oostores schools: aroun$ the countr"

Marketing and sales

The co+)an" *ocuses on a$vertisin' throu'h )ro+otional

activities an$ s)onsorshi). &avin' 'aine$ the trust an$ lo"alt"

o* custo+ers throu'h wi$e $istri%ution channel s"ste+ T,

continues to hol$ so+e events to )ro+ote the re)utation *or 

the co+)an" universit" entrance ea+ su))ort ea+

consultanc" or *loo$ victi+ su))ort: to tar'et stu$ents an$

their )arents +ainl".

'ervices Thien on' o)ens so+e care )ro'ra+ *or custo+ers to +ae

i+)ression or'ani/in' so+e custo+er 'ratitu$e )ro'ra+s *or 

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lo"al custo+ers lie Secretar" $a" *or o**icers or ,o to

school with "ou *or stu$ents. The co++unit" activities a*ter 

sales are concentrate$ on e$ucation an$ trainin' environ+ent

to hel) custo+ers to achieve the o))ortunities to a))roach

nowle$'e.

 

'upport activities

Activities %escription

#rocurement

8esi$e 'oo$ relationshi) with su))liers Thien on' has

$ecrease$ the i+)ort rate %" researchin' ca)turin' an$

trans*errin' technolo'" to )ro$uce its own +achiner" so as to

+ini+i/e the e0ui)+ent i+)orts. The *un$ is $ivi$e$ e0uall"

into $e)art+ents %ut ten$s to *ocus on sales $e)art+ent.

(uman Resource

Management

E+)lo"ee tea+ has nowle$'e a%out the 7ietna+ culture an$

e)eriences in +anu*acturin' an$ +ana'e+ent. The hu+an

resources +ana'e+ent is continue$ to u)$ate *ollowin' the

stan$ar$ 0ualit" +ana'e+ent in the worl$. Trainin' courses

health care %onus an$ salar" )olicies are ensure$ to $evelo)

the hu+an resources s"ste+

In)rastructure

Two *actories locate$ in &o -hi Cinh an$ on' Thanh ;Don'

 ai< with +anu*acturin' areas an$ stora'e s"ste+ hel)s the

co+)an" +ae sure the )ro$uction with e**icienc" an$

 )ro$uctivit". The $istri%ution networ o* T, covers >3

 )rovinces nationwi$e with over 135 $istri%utors an$ +ore

than 4> outlets.

*echnological Thien on' centers on investin' in BAD $e)art+ent which

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%evelopment

taes res)onsi%ilit" *or researchin' an$ $evelo)in' new

 )ro$ucts. Es)eciall" 'reen technolo'" inte'rate$ with

+an" 0ualit" stan$ar$ o* IS! is a))lie$ in +anu*acturin'. In

a$$ition the co+)an" esta%lishes total 0ualit" +ana'e+ent

;TC< $e)art+ent to o)erate the )ro$uction s"ste+

e**ectivel" an$ )roactivel".

+. #orter$s ,ive ,orces

8e*ore $evelo)in' the cor)orate strate'" the co+)an" +ust un$erstan$ the *orces which +a"

 %rin' the %ene*it in the in$ustr". That tool to hel) co+)an" in anal"sis is Porter’s *ive *orces

;6hlstro+ A 8ruton 2((9 ).131

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C%!&etitive Riva,"#

 T2eat %3'e4

e't"a't

Ba"gai'i'g &%4e"

%3cut%!e"

 T2"eat %3u(titute

Ba"gai'i'g &%4e"

%3u&&,ie"

 Figure 2: Porter’s five forces

a. *he threats o) ne entrants

The stationer" in$ustr" ca)ital $oes not re0uire the hu'e invest+ent so the %arrier to entr" this

in$ustr" is 0uite low an$ the a%ilit" to entr" o* stationer" %usinesses is hi'h. It can %e so+e new

or'ani/ation s)eciali/e$ in +anu*acturin' )ro$ucts such as )en ruler co+)ass: &owever

 %usinesses which want to enter this in$ustr" +ust *ace with so+e %i' %arriers to entr" such as

stron' )osition in the +aret o* tra$itional $o+estic *ir+s with hi'h +aret shares sta%le 0ualit"

o* stationer" )ro$ucts an$ the i+a'e in custo+er’s +in$. evertheless the )ro$uct

$i**erentiation an$ $istri%ution channel are 0uite hi'h %arriers to the new entrants as the

co+)etitive a$vanta'e o* tra$itional %ran$ lie Thien on' &on' &a an$ 8en 'he. Des)ite the

a))earance o* new stationer" %usinesses T, has still s)rea$ out the *oot in the stationer"

+aret %" a))l"in' )rice re$uction tactics to eistin' custo+ers.

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b. *he threat o) substitutes

For stationer" )ro$ucts %all)oint )en is a )o)ular an$ %est@sellin' su))l". It has co++on

*unction with other )en such as +etal )en or in )en which is )ro$uce$ in *orei'n co+)an" *ro+

-hina +ostl". These t")es o* )en have entere$ 7ietna+ an$ now the" are availa%le in the +aret

which create$ the hi'h co+)etitiveness with %all)oint )en G tra$itional )ro$uct o* $o+estic

 %usinesses. The $evelo)+ent o* in*or+ation technolo'" +a" +ae the $ecrease in $e+an$ o* 

usin' %all)oint )en. &owever in 7ietna+ the custo+ers still )re*er the %all)oint )en %ecause o* 

its convenience. For a tra$itional stationer" co+)an" lie Thien on' %all)oint )en is +ain

 )ro$uct which %rin's the )ro*it *or the co+)an". &ence the co+)an" nee$s to i+)le+ent

+aretin' activities to ee) the )osition *or its own )ro$ucts es)eciall" %all)oint )en.

c. *he poer o) suppliers

To create stationer" )ro$ucts Thien on' +ust i+)ort the raw +aterial *ro+ *orei'n +aretH the

+ain +aterials are liste$ as )lastic in %all )en s)rin' che+ical )i'+ents: So+e +aterial

sources +a" co+e $irectl" *ro+ oversea co+)anies in Swit/erlan$ ,er+an" or orea to ensure

the 0ualit" stan$ar$ o* )ro$uct while so+e are i+)orte$ throu'h 7ietna+ i+)orter. The in)ut

cost is a *actor which accounts nearl" #(J o* the )ro$uction cost o* T,H there*ore the i+)ort

$e)en$ence will +ae the co+)an" sustaine$ the *luctuations in 'lo%al echan'e rates. The

increase in in)ut )rices *ro+ the su))liers +a" in*luence the )ro$uction cost %" +ain' the

 )ro$uct cost rise. -urrentl" Thien on' has use$ the +eans o* echan'e rate insurance an$

$evelo)e$ the e)ort activities as )ossi%le solutions. 6$$itionall" the co+)an" also *ocuses on

+anu*acturin' own +achiner" an$ +aterials in or$er to re$uce the i+)ort.

d. *he bargaining poer o) buyers

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In 7ietna+ the +aorit" o* stationer" users are stu$ents schools %usinesses o**ices a'encies.

Their $e+an$s start when the writin' instru+ents are out o* inH an$ the" nee$s stationer" in

e$ucation an$ trainin' as tools to transact the in*or+ation an$ nowle$'e. Durin' the $ecision@

+ain' )rocess on )urchasin' the )ro$uct )rice an$ 0ualit" o* )ro$uct are two i+)ortant

*actors. For ea+)le a stu$ent will care *or the )rice o* a %all)oint )en instea$ o* st"le an$

characteristic. &e ten$s to loo *or a %all)oint )en with chea) )rice in wi$e ran'e o* stationer"

 %ran$ in the +aret. 8esi$es the consu+ers also see the %ran$ re)utation when )urchasin' a

stationer" )ro$uct. Thien on'’s )ro$ucts have %uilt an i+a'e in custo+er’s )riceH *urther+ore

the co+)an" ee)s on the )rice re$uction strate'" an$ continues to release %reathrou'h

 )ro$ucts each "ear. These a$vanta'es %rin' T, a hu'e nu+%er o* lo"al custo+ers an$ hi'h

level o* a))reciation *ro+ consu+ers.

e. Competitive rivalry

In 7ietna+ stationer" is a co+)etitive in$ustr" with two +ain t")es o* co+)etitors

$o+estic %ran$s an$ international %ran$s.

For $o+estic %ran$s 8en 'he an$ &on' &a are consi$ere$ as two +ain rivals in )ro$ucin'

writin' instru+ents. (Sees Appendix 1 for competitor analysis of !"# 

6)art *ro+ the $o+estic %ran$s Thien on' ,rou) -or)oration +a" $eal with co+)etitive

*orei'n %ran$s *ro+ -hina Thailan$ ,er+an": Cost *orei'n )ro$ucts are various in $esi'ns

with chea) )rice %ut the 0ualit" is unsta%le an$ the +aretin' *or those *orei'n )ro$ucts is

li+ite$. Those *orei'n %ran$s can %e liste$ out as Pentel 8ic &ero Pa)er Cate: In the contet

o* those *orei'n %ran$s Thien on' nee$s to ee) the stron' )osition in the +aret %"

 )ro+otional activities to attract +ore custo+ers an$ +anu*acturin' new )ro$ucts to co+)ete

with those co+)etitors.

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-. #E'*E

PESTE +o$el *ocuses on evaluatin' the environ+ental anal"sis ;Stationer" !**ice Buth

Curra"@We%ster 2(1( ).==

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b. Economic

It is shown that the 7ietna+ econo+" has a ra)i$ 'rowth in recent "ears. In 2(14 total 'ross

$o+estic )ro$uct ;,DP< is esti+ate$ to increase %" 5.9=J co+)are$ to the sa+e )erio$ in

2(13. To %e s)eci*ic the *irst 0uarter rose to 5.(>J while the rate in the secon$ 0uarter thir$

0uarter an$ *ourth 0uarter reache$ 5.34J >.(#J an$ >.9>J res)ectivel" which is hi'her than

the ,DP 'rowth rate in 2(12 an$ in 2(13 ;,S! 2(14

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consu+ers +a" care *or the 0ualit" o* each writin' instru+ent in choosin' a )ro$uct in wi$e

ran'e o* %ran$ in the +aret.

T,’s )ro$uct is concerne$ a%out li*e st"le an$ $e+an$ o* custo+ers. -urrentl" the li*e

st"le o* 7ietna+ese )eo)le is +ore o)en an$ +o$ern. It has chan'e$ when %u"ers search *or the

+ore value an$ co+*orta%le )ro$uct. &ence the $e+an$ *or stationer" )ro$uct rise an$ the

re0uire+ents *or 0ualit" are also increasin'. 7ietna+ese )eo)le +a" see the writin' instru+ent

o* )o)ular an$ *a+ous %ran$ in the +aret. Thien on' has esta%lishe$ *or 34 "ears an$ ha$ a

stron' )osition in 7ietna+ +aretH the stan$ar$ )ro$ucts lie Thien on' %all)oint )en an$ 'el

 )en have create$ a 'oo$ i+a'e in custo+er’s +in$. With this co+)etitive a$vanta'e it is

reco'ni/e$ as a 'oo$ o))ortunit" *or Thien on' ,rou) -or)oration to earn +ore )ro*it.

d. *echnological

Science an$ technolo'" in 7ietna+ is reco'ni/e$ as i+%alance. While there are +an"

en'ineers at re$un$ant level 7ietna+ lacs o* hi'h 0uali*ie$ en'ineers in +echanical che+ical

or auto+ation in$ustr". Ceanwhile the $evelo)+ent an$ technolo'" innovation 'rows ver" *ast

that +aes a))earance o* stationer" )ro$ucts i+)orte$ *ro+ *orei'n %usiness. ocal %usiness

lie Thien on' +ust innovate an$ u)$ate the technolo'" in +anu*acturin' )rocess to co+)ete

with oversea %ran$s.

T, now *aces to li+itation o* en'ineerin' tea+ %ut the co+)an" +oves to auto+ate$

 )ro$uction to solve this )ro%le+ )ossi%l". In *act the co+)an" has )ro$uce$ own +o$ern

e0ui)+ent in or$er to i+)rove the )ro$uction ca)acit" in e**ective an$ )roactive wa".

Further+ore with technolo'" stan$ar$ 'uarantee Thien on' has )rioriti/e$ the a$o)tion an$

trans*er in )ro$uction technolo'" to sel*@control the in)ut an$ to re$uce the cost.

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e. Environmental

Environ+ent )rotection is a +atter o* concern in 7ietna+. 6ccor$in' to so+e research

con$ucte$ %" 7ietna+ese stu$ents each )erson consu+es two %all)oint )ens )er +onthH a

 %all)oint )en casin' is e0ual to (.1 'ra+s -!2 release to environ+ent. !n avera'e a school

with +ore than 15(( stu$ents will %e e0uivalent to 3(( 'ra+s -!2 e+ission release to the

environ+ent. 8esi$es in Lune 13 th 2((3 the Pri+e Cinister has enacte$ the Decree >#M2((3

a%out char'in' +o$e with environ+ental wastewater. Thus to re$uce the -!2 release an$ cost

*or wastewater T, nee$s to use alternative source o* +aterial which is suita%le *or the

environ+ent.

-urrentl" Thien on' has use$ the ,reen Technolo'" to ensure the sa*et" with

environ+ent. ew ener'"@savin' an$ new 'eneration o* e0ui)+ent are a))lie$ with 0ualit"

stan$ar$ o* wastewater s"ste+ to +anu*acture the sa*e an$ non@toic to custo+ers. Increasin'

the consciousness o* environ+ent )rotection +a" hel) the co+)an" 'ain +ore a))reciations

*ro+ custo+ers.

). egal

Be'ulations an$ law relatin' to lan$ issuance an$ lan$ lease is not 0uite clear an$ lac o* 

trans)arenc" in a$$ition to the )lan a$ust+ent which +a$e the lan$ e)loitation %eco+e +ore

$i**icult. This +a" hin$er Thien on' to e)an$ the )ro$uction scale when the +aret si/e ten$s

to 'row. &owever 7ietna+ is on the )rocess o* WT! inte'ration which %rin's the o))ortunities

*or Thien' on' in +aterial i+)orts. The re$uction in i+)orts tari**s hel)s Thien on' to

$ecrease the cost o* raw +aterial i+)orts lea$in' to the $ecline o* )ro$uct cost in 7ietna+

+aret. In a$$ition the WT! inte'ration )rocess su))orts the co+)an" in e)ort to overseas

+aret such as France Swit/erlan$ Den+ar ,er+an": Therewith T, can easil" a))roach

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'lo%al +aret without tari** %arriers %ut the inte'ration also %rin's the challen'es with

a))earances o* stron' *orei'n co+)etitors such as &anson uisilver 8ic Pentel: in contet

o* $ecreasin' i+)ort tari**.

0. 'W&* analysis

SW!T co+)rises Stren'th Weaness !))ortunit" an$ Threat which is involve$ in the

co+)an". It is a use*ul tool to un$erstan$ the current situation o* the co+)an" %" anal"sis in

stren'ths an$ weanesses ;internal resources

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#&R*41I*IE' *(REA*'

1. Caret si/e 'oes u) $ue to )o)ulation

'rowth $e+an$ o* writin' instru+ents

an$ o**ice su))l" ten$s to 'row

2. The 'rowth o* 7ietna+ econo+ic an$the increase o* total retail e)en$iture

will rise the s)en$in' o* stationer"

3. E$ucation in 7ietna+ has +ore

$evelo)+ent with the rise o* stu$ents

lea$in' to the intension o* )ro$ucts in

e$ucation

4. -usto+ers care *or the 0ualit" an$

 %ran$ re)utation5. 7ietna+ oins WT! ;Worl$ Tra$e

!r'ani/ation

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III. (o do e get there!

To achieve the $eter+ine$ o%ectives Thien on' nee$s to i+)le+ent a))ro)riate strate'ies.

There are three 'eneric strate'ies which are i$enti*ie$ %" Cichael Porter ;19=( 19=5 19=9< as

the *unctional strate'ies *or ever" %usiness (See Appendix ) for Porter’s generic strategies#.

These strate'ies are consi$ere$ as 'eneric strate'ies %ecause %usinesses an$ in$ustries can %e

e0uall" a))lie$ ;Seh'al 2(1( ).34

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in an$ intestine to +ae a nice stroe an$ s+ooth in in writin'H *urther+ore a Tre )en is

use$ to )ractice writin' an$ the users can a$ust the %ol$ or nor+al stroe. The innovation in

$etails an$ *eatures o* Thien on'’s )ro$uct contri%utes to create an i+)ression in custo+er’s

+in$s as well as the increase in satis*action level towar$ the %ran$.

With cost lea$ershi) strate'" Thien on' +a" concentrate on the )rice re$uction tactics

 %esi$e the si'ni*icant i+)rove+ent in )ro$uction cost $ecline. The stationer" )ro$ucts o* T,

are set u) the reasona%le )rice *or custo+ers as stu$ents an$ o**icers +ostl" %ut the 0ualit" is

ensure$ in each )ro$uct. For ea+)le a %all)oint )en in $i**erent color lie re$ %lue )ur)le or 

 %lac costs *ro+ 1.5((7D to 4.5((7D G a reasona%le )rice *or custo+ers es)eciall"

stu$entsH T,’s %all)oint )en is consi$ere$ as s+ooth writin' $i**erent colors eas" to hol$ an$

no clo''in'. 8esi$e the concentration on low cost )ro$uct Thien on' also i+)le+ents

 )ro+otional activities such as $iscount )olic" *or stationer" )ro$uct on so+e occasions lie at

the en$ o* the "ear the %e'innin' o* school "ear or the universit" entrance. 6$$itionall" the

co+)an" )ro+otes the sel*@+anu*acture e0ui)+ent an$ +aterials to re$uce the i+)ort )rice *ro+

*orei'n +aret which create o))ortunities to a))l" cost lea$ershi) strate'" *or a lon' ti+e to

rise u) the re)utation an$ )ro*it *or Thien on'.

Rec%!!e'*ati%'

6lthou'h the )osition is hol$u) in the +aret Thien on' +a" $eal with )otential issues when

o)eratin' the %usiness in erratic +ove+ents o* the in$ustr". -urrentl" the co+)an" has

i+)le+ente$ cost an$ $i**erentiation strate'" +ainl"H however the increase in )rice o* i+)orts

+a" +ae a si'ni*icant i+)act on the strate'ic +ana'e+ent es)eciall" to the cost lea$ershi)

strate'" %ecause the hi'h cost in +aterial i+)ort can lea$ to the rise o* )ro$uct )rice. There*ore

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*irstl" T, can ee) *ollowin' the cost lea$ershi) strate'" in a$$ition to %acwar$ inte'ration

strate'". 8" usin' %acwar$ inte'ration the co+)an" can own the $istri%utors an$ su))liers *or 

the )ro$uct +aterial. The ownershi) o* su))liers can hel) T, to control activel" the +aterialsH

it creates the cor)orate ca)a%ilit" an$ the ease to *ollow the low cost strate'". et BAD

activities are +aintaine$ to invest to chase the $i**erentiation strate'". Thien on' can continue

to +ae a $i**erence with other %ran$s %" )ro+otin' )ro$uct $evelo)+ent strate'" with 2(J

 %ran$ new )ro$uct each "ear to a$a)t the custo+er’s $e+an$. In su++ar" accor$in' to the real

situation so+e reco++en$ations a%ove are )ro)ose$ *or Thien on' ,rou) -or)oration to

$evelo) an$ to 'ain +ore success in the *uture.

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C%'c,ui%'

The re)ort )rovi$es in*or+ation a%out strate'ic +ana'e+ent o* Thien on' ,rou)

-or)oration *ollowin' so+e +o$els lists out as SW!T anal"sis PESTE Porter’s value chain

an$ *ive *orces a))lie$ *or the co+)an". In which Porter’s 'eneric strate'" is the +ain )art in

evaluatin' the current strate'" o* the co+)an" to achieve the $eter+ine$ o%ectives. 8" usin'

those +o$els T, can un$erstan$ how the %usiness %e i+)acte$ throu'h the *actors in %oth

internal an$ eternal au$it $urin' the strate'" $eter+ination an$ i+)le+entation )rocess.

6*ter the re)ort I ho)e that viewers can have a clear overview a%out the strate'ic

+ana'e+ent o* Thien on' ,rou) -or)oration an$ the use*ul in*or+ation will su))ort learners

in *ollowin' stu$" an$ research. Finall" I ho)e Thien on' co+)an" can 'ain +ore success in

the *uture.

Wor$ count 35#=

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A&&e'*ix

". Current competitors analysis in domestic market

Firstl" 8en 'he -o+)an" rans the secon$ )osition in the stationer" in$ustr" which +aes a

$irect co+)etition with Thien on' in )ro$ucin' the %all)oint )en. The co+)etitive a$vanta'es

o* 8en 'he -o+)an" are e)eriences in +anu*acturin' an$ %usiness $ue to the earl"

a))earance in 7ietna+ +aret ;since 19=4< an$ lo"al custo+ers. &owever 8en 'he -o+)an"

has $iversi*ie$ the %usinesses into *oo$ )rocessin' livestoc hel+et )ro$uction: an$ the" $o

not *ocus on the tra$itional %usiness as stationer". There*ore the +aretin' activities *or 

stationer" )ro$ucts o* 8en 'he -o+)an" are li+ite$ an$ it is reall" a 'oo$ o))ortunit" *or 

Thien on' to +ae a %reathrou'h to sta" *urther *ro+ this co+)etitor.

Secon$l" &on' &a -o+)an" is also a co+)etitor in $o+estic +aret. This co+)an" has starte$

the %usiness *or over 5( "ears so e)erience in +anu*acturin' an$ %usiness is to) co+)etitive

a$vanta'e o* &on' &a. &owever &on' &a -o+)an" *ocuses on )ro$ucin' note%oo an$ in 

 )en as the +ain line o* )ro$ucts. 8all)oint )en as +ain stren'th o* Thien on' is not a +ain

 )ro$uct line o* &on' &a when this )ro$uct a))eare$ in 1999 an$ it accounte$ 2J o* the

 %all)oint )en +aret. &ence it is )ossi%le *or Thien on' to s)ee$ u) the %usiness es)eciall" in

 )ro$ucin' %all)oint )en +aret in 7ietna+.

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 Figure 2*1: +omparison in price and variety of products ,et-een hien !ong and .en /ghe 0

 ong a ,rand*

+. 5ietnam 2%# rates and in)lation rates

,rowth rate at co+)arative "ears ;J< -ontri%ution to

total 'rowth rate

in 2(14 ;J<

Oear 2(12 Oear 2(13 Oear 2(14

*otal 67+6 670+ 6789 6789

6'riculture *orestr" an$

*isher"

2>= 2>4 349 (>1

In$ustr" an$ construction 5#5 543 #14 2#5

Service 59( >5# 59> 2>2

 Figure $*1: "'P "ro-th in 2123 21$ and 21 (Source: "eneral Statistic 4ffice 21#

 Figure $*2: &ietnam "'P Statistics in duration of 25 0 21 (Source: radingeconomics#

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8ase$ on the chart we can see that the ,ross Do+estic Pro$uct ;,DP< in 7ietna+ was

*orecaste$ 1#1.39 %illion S $ollars in 2(14 an$ the value o* 7ietna+ ,DP shows o** (.2= J o* 

the worl$ econo+". The ,DP +easures the inco+e an$ out)ut o* the econo+" o* 7ietna+. It

e0uali/e to the total e)en$itures o* 'oo$ an$ services which are )ro$uce$ in the countr" in a

 )erio$ o* ti+e. 6s %ein' clearl" seen the ,DP o* 7ietna+ has a +o$erate increase over each

"ear )resentin' the sta%ilit" o* the in)uts.

 Figure 1*$: &ietnam 6nflation rate in 21 (Source: radingeconomics#

The chart in$icates the in*lation rate in 7ietna+ recor$in' in 2(14 which accounts *or 1.=4J in

Dece+%er. 6ccor$in' to the ,eneral Statistics !**ice o* 7ietna+ *or+ 199> to 2(14 the

avera'e rate o* 7ietna+ In*lation Bate counte$ *or #.1>J reachin' the to) at 2=.24J in 6u'ust

2((=. !therwise the low recor$ was note$ in Lul" 2((( with @2.>J. In 7ietna+ the in*lation

rate +easures the increase or $ecrease in )rices that custo+ers are willin' to )a" *or the stan$ar$

o* )ro$ucts. In*lation rate is i+)ortant $ata *or T, to i+)le+ent suita%le strate'ies.

-. 'W&* matrix )or *hien ong 2roup Corporation

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Eternal

environ+ent

 

Internal

resources

#&R*41I*IE' :&;

1. Caret si/e 'oes u) $ue to

 )o)ulation 'rowth $e+an$ o*

writin' instru+ents an$ o**ice

su))l" ten$s to 'row

2. The 'rowth o* 7ietna+ econo+ican$ the increase o* total retail

e)en$iture will rise the s)en$in'

o* stationer"

3. E$ucation in 7ietna+ has +ore

$evelo)+ent with the rise o*

stu$ents lea$in' to the intension

o* )ro$ucts in e$ucation4. -usto+ers care *or the 0ualit" an$

 %ran$ re)utation

5. 7ietna+ oins WT! ;Worl$ Tra$e!r'ani/ation7 '? = *+7 *

*07 *> Stren'ths in %ran$re)utation $istri%ution s"ste+

*inancial resource an$ hu+an

resource are co+)etitive a$vanta'

o* T, in co+)etition with 8en

 'he &on' &a:

'"7 '-7 '67 '9 = *"7 *07 *6 It is

ver" i+)ortant to ee) 'oo$

relationshi) an$ attention with the

staehol$ers lie su))liers

custo+ers the 'overn+ent

sharehol$ers:

'+7 '>7 '? = *-7 *0 T, nee$s to

su)ervise the )ro$uct 0ualit" contr

an$ to )ro+ote +aretin' activitie

or social activities in or$er to attra

+ore custo+ers as well as to hel)

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an$ +ore

invest+ents

5. 7ariet" o* stationer"

 )ro$ucts with hi'h

0ualit" $ura%ilit"

an$ sa*et" ;2(J

 %ran$ new an$ well@

accre$ite$ )ro$uct

 )er "ear<>. &i'hl" 0uali*ie$ an$

e)erience$ to)

+ana'e+ent tea+

#. Co$ern e0ui)+ent

in +anu*acturin'

stationer" )ro$ucts

=. ,ainin' trust o*

staehol$ers an$

 %ran$ re)utation

*orce the 0ualit" o* )ro$uct an$

service is ensure$ to satis*" the %u"ers

 cost lea$ershi) strate'"

i+)le+entation

'"7 '-7 '9 = &67 &> 8ein' a lea$in'

co+)an" in stationer" in$ustr" an$ a

relia%le %ran$ T, )ro%a%l" e)an$

the %usiness tre+en$ousl" in *orei'n

+aret es)eciall" when 7ietna+ oin

WT! an$ the co+)an" receives

su))ort *ro+ the 'overn+ent 

+aret $evelo)+ent a))lication

the+ i$enti*" the counter*eit 

+aret )enetration an$ $i**erentia

a))lie$ to %uil$ u) the i+a'e o* th

co+)an"

WEA31E''E' :W;

1. Baw +aterial

;)lastic +ainl"<

$e)en$s on i+)ort

2. ac o* senior

+ana'er when the

co+)an" s)rea$ the

scale )ro$uction3. uite )oor

+aretin' activities4. i+ite$ hi'hl"

0ualit" hu+an

resources an$

en'ineerin' tea+

5. 6$vance$

e0ui)+ent i+)ort in

a$$ition to hirin'

*orei'n en'ineers

 %ecause o* li+ite$

hu+an resources

+a" cause the %ul'e

o* +anu*acturin'

 )rice lea$in' to the

increase o* sellin'

W < &W"7 W6 = &67 &> 7ietna+ oins

WT! which creates a 'ol$en

o))ortunit" *or T, to e)an$ the

 %usiness an$ i+)ort the e0ui)+ent

an$ *acilities with chea)er )rice 

 )rice re$uction strate'"i+)le+entation

W-7 W6 / &"7 &+7 &-7 &0 raw

+aterial an$ e0ui)+ent i+)orte$ *ro+

*orei'n countries +a" enhance the

0ualit" o* )ro$uct to a$a)t the

custo+er’s $e+an$. There*ore the

co+)an" nee$s to )ro)ose new

+aretin' activities an$ to sta%ili/e

the )ro$uct 0ualit" $i**erentiation

strate'" a))lie$ to satis*" custo+er’s

nee$s

W+7 W0 = &"7 &+7 &> the )ro*it

'ettin' *ro+ the u)war$ tren$ o*

stationer" $e+an$ can s)en$ on

trainin' an$ recruit+ent

W < *W"7 W-7 W6 = *"7 *-7 *07 *67 *

the )ro$uct 0ualit" control nee$s t

 %e su)ervise$ closel"H in a$$ition

T, +a" +aintain the $istri%ution

wi$el" an$ )ro+ote +aretin'

activities to increase the a%ilit" toco+)ete with other %ran$s +ar

 )enetration a))lie$ to li+it the

threats

W+7 W0 = *+7 *> &u+an resourc

an$ 0ualit" +ana'e+ent are two

as)ects to )a" attention an$ to

i+)rove to $evelo) in $o+estic

+aret an$ international +aret

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 )rice.

0. 5ision7 mission7 core value and ob@ectives o) *hien ong 2roup Corporation

• 5ision 8ein' a stationer" +aret lea$er in 7ietna+ an$ Southeast 6sia

• Mission 6s the slo'an the )ower o* nowle$'e Thien on' )rovi$es stationer" an$

 )ens *or stu$"in' activities an$ *or con0uerin' the to) o* nowle$'e

• Core value Pioneerin' in technolo'" an$ creativit" to serve custo+ers with

 %reathrou'h )ro$ucts to'ether %uil$in' a sustaina%l" thrivin' Thien on' co++unit"

o* hu+anit"

The o%ective an$ 'oals o* Thien on' are also strate'icall" clear with the tar'et an$

$evelo)+ent orientation *or the *uture.

• In short/term

@ S)eciali/in' an$ auto+atin' +anu*acturin'@ Develo)in' all $o+estic co++ercial channel an$ international %usinesses

@ 8eco+in' one o* the %est co+)anies with the %est worin' environ+ent hi'hest %ene*it

*or custo+ers an$ hi'hest )ro*it *or sharehol$ers.@ Caintainin' the )osition nu+%er one in the $o+estic in$ustr"

• In long/term

@ 8eco+in' a stationer" +aret lea$er in 6sia 'enerall" an$ in Southeast 6sia )articularl"@ Develo)in' the international %usinesses to )enetrate into the 'lo%al +aret

@ Diversi*"in' the )ro$ucts cate'ories %" co@+anu*acturin' )ro$ucts

@ Cai+i/in' the +aret share in $o+estic +aret@ I+)rovin' +anu*acturin' on its own +achiner" an$ +aterial to re$uce cost an$ to

increase co+)etitiveness

6. #orter$s generic strategies

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In the Porter’s 'eneric strate'ies cost lea$ershi) is a strate'" which involves the low cost in

 )ro$uct an$ service *or custo+ers in the lar'e +aret. This strate'" $e)en$s on the ca)a%ilit" o* 

the %usiness in )rice re$uction in the in$ustr". Ceanwhile $i**erentiation strate'" re*lects the

uni0ue value o* )ro$uct an$ service to co+)ete with other %ran$s in the in$ustr". Success*ul

$i**erentiation strate'" is a%out the a%ilit" in +aretin' an$ $esi'nin' research an$ )ro$uct

$evelo)+ent. astl" *ocus strate'" e+)hasi/es the nee$ o* )articular se'+ent in niche +aret.

When the +aret se'+ent is $eter+ine$ the cost lea$ershi) an$ $i**erentiation can %e a))lie$

;CcIvor 2((5 ).11>

8/19/2019 MNL SIM336 149082402

31/32

Bi(,i%g"a&#

-ourse %oo 2(14. Strategic Management . The niversit" o* Sun$erlan$

;.S.. he %ssentials of Strategy. 8oston &arvar$ 8usiness Press.

6hlstro+ D. A 8ruton ,. 2((9. 6nternational Management: Strategy and +ulture in the %merging 7orld . -en'a'e earnin'.

6non. 2(13. mar8etingchienluoc. !nlineQ 6vaila%le at htt)MMwww.+aretin'chienluoc.co+MchiJE1J86J8Fn@lJ->J8(JE1J88J63cMchiJE1J86J8Fn@lJ->J8(JE1J88J63c@c

J-3J84n'@t"M1#>53@thiJ-3J66n@lon'@lJ-3J63i@lJE1J88J98n@tJE1J88J68@c

J-3J62"@%J-3J86t@nhJE1J88J=F 6ccesse$ 1( Lanuar" 2(15Q.

6non. 2(14. "%/%9A! SA6S6+S 4FF6+% . !nlineQ 6vaila%le athtt)sMM'so.'ov.vnM$e*aultRen.as)?ta%i$>22AIte+ID14195 6ccesse$ 1( Lanuar" 2(15Q.

6non. n.$. %xporters from &ietnam. !nlineQ 6vaila%le athtt)MMwww.e)orters.co+.vnMsho)MT&IE@!,@,B!P@-!BP!B6TI!M35>92Ma%out.ht+l 

6ccesse$ 1( Lanuar" 2(15Q.

8Nh+ 6. 2((9. he S74 Analysis. or$erste$t ,BI 7erla'.

8PP Pro*essional E$ucation earnin' Ce$ia e$. 2(1(. Mandatory nit ;: .usiness Strategy.2n$ e$. on$on 6l$ine &ouse.

8roce L.v. A Bose+ann C. 2(14. and,oo8 on .usiness Process Management 1:

 6ntroduction3 Methods3 and 6nformation Systems. 2n$ e$. S)rin'er.- 6))a B. 8 Parvathiswara B. A Sivara+arishna 2((9. Strategic Management and .usiness Policy. 1st e$. ew Delhi Ecel 8oos In$ia.

CcIvor B. 2((5. he 4utsourcing Process: Strategies for %valuation and Management .-a+%ri$'e -a+%ri$'e niversit" Press.

 hi)cau$autu n.$. S< m=nh c>a t?p @on hiBn !ong . !nlineQ 6vaila%le athtt)MMwww.%ansacthuon'hieu.co+Mchi@tietMsu@+enh@cua@ta)@$oan@thien@lon'M43=5.ht+l 

6ccesse$ 1( Lanuar" 2(15Q.

Porter C.E. 19=(. +ompetitive Strategy: echniCues for AnalyDing 6ndustries and +ompetitors.2#th e$. Free Press.

Pu%lishin' D. e$. 2((9. 'E %ssential Managers: Strategic Management . on$on Pen'uin.

Seh'al 7. 2(1(. Supply +hain as Strategic Asset: he Eey to 9eaching .usiness "oals. LohnWile" A Sons.

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Sehar ,.7.S. 2((9. .usiness Policy and Strategic Management . I. . International Pvt t$.

Stationer" !**ice Buth Curra"@We%ster 2(1(. Management of ris8: guidance for practitioners.The Stationer" !**ice.

Thien on' 2(13. Annual report 21$. &o -hi Cinh -it" Thien on' Thien on' ,rou)-or)oration.

Thien on' 2(13. ri tim hGng tiHp s