Đề bài: Phân tích chiến lược kinh doanh Công ty Cổ phần giới số Trần Anh nhóm mặt hàng đồ điện gia dụng Analyze business strategy of TRANANH DIGITAL WORLD, JSC for household electrical goods MỤC LỤC TABLE OFCONTENT LỜI MỞ ĐẦU Việt Nam giai đoạn hội nhập vào kinh tế khu vực giới Điều này, tạo cho doanh nghiệp Việt Nam nhiều hướng thuận lợi phát triển Trong môi trường kinh doanh biến động bên cạnh hội phát triển, gây áp lực buộc doanh nghiệp Việt Nam muốn tồn phát triển phải có chiến lược kinh doanh phù hợp với tình hình thực tế Trong năm qua Công ty Cổ phần giới số Trần Anh siêu thị bán lẻ điện máy hàng đầu thủ đô Hà Nội thành phố Hải Phòng chuyên phân phối mặt hàng điện máy, điện lạnh, gia dụng, kỹ thuật số, điện thoại di động, vi tính, … Tuy nhiên, với cạnh tranh từ Trung tâm điện máy khác Top Care, HC, Nguyễn Kim, hàng loạt Trung tâm điện máy mở Co-opmart, Ideas, Best … Hà Nội, Hải Phòng, tiềm từ việc gia nhập tổ chức thương mại giới (WTO) Việt Nam cận kề, điều tạo điều kiện cho Công ty nước tham gia Do đó, Trần Anh đối phó với cạnh tranh ngày gay gắt Điều cho thấy Công ty Cổ phần giới số Trần Anh, muốn giữ thị phần phát triển thời gian tới cần phải có chiến lược kinh doanh phù hợp với giai đoạn phát triển Xuất phát từ tình hình trên, nên việc xây dựng chiến lược kinh doanh Công ty Cổ phần giới số Trần Anh cần thiết Với mong muốn xây dựng chiến lược kinh doanh phù hợp cho Công ty Cổ phần giới số Trần Anh, Nhóm chọn đề tài “ Phân tích chiến lược kinh doanh Công ty Cổ phần giới số Trần Anh mặt hàng đồ điện gia dụng ” NỘI DUNG NGHIÊN CỨU Giới thiệu chung Công ty Cổ phần giới số Trần Anh - Tên đầy đủ doanh nghiệp : Công ty Cổ phần giới số Trần Anh - Tên viết tắt doanh nghiệp : TRANANH DIGITAL WORLD, JSC - Trụ sở : 1174 Đường Láng, phường Láng Thượng, quận Đống Đa, Hà Nội - Ngày tháng năm thành lập : + Ngày 11/03/2002, Công ty Trách nhiệm hữu hạn Thương mại Dịch vụ Trần Anh thành lập theo định số 0102004703 Sở Kế hoạch Đầu tư Thành phố Hà Nội cấp + Đến ngày 08/08/2007 đổi tên thành Công ty cổ phần giới số Trần Anh, theo giấy chứng nhận đăng ký kinh doanh số 0103018927 Sở Kế hoạch Đầu tư thành phố Hà Nội cấp - Loại hình doanh nghiệp : Doanh nghiệp cổ phần - Tel : + Trụ sở: 1174 đường Láng - Q.Đống Đa - TP.Hà Nội * Tel: (84-4) 3766.6666 * Fax: (84-4) 3766.7708 + Chi nhánh 1: 292 Tây Sơn - Q.Đống Đa - TP.Hà Nội * Tel: (84-4) 3537 6666 * Fax: (84-4) 3537 5324 + Trung tâm Bảo hành : 1174 đường Láng - Q.Đống Đa - TP Hà Nội * Tel: (84-4) 3766.6666 * Fax: (84-4) 3766.7709 Ngành nghề kinh doanh Công ty Cổ phần giới số Trần Anh + Buôn bán thiết bị tin học, thiết bị văn phòng + Đại lý mua, bán, ký gửi hàng hóa + Dịch vụ bảo hành, bảo dưỡng sản phẩm điện tử, tin học, máy văn phòng + Lắp ráp sản phẩm điện tử, tin học + Mua bán điện thoại di động + Dịch vụ giá trị gia tăng mạng viễn thông +Sản xuất mua bán sản phẩm điện tử, điện máy, điện lạnh, đồ gia dụng Tầm nhìn, sứ mạng kinh doanh doanh nghiệp 3.1 Tầm nhìn chiến lược - Trở thành công ty có hệ thống Siêu thị Điện máy – IT có qui mô, chuyên nghiệp lớn Việt Nam - Xây dựng Trần Anh trở thành môi trường làm việc chuyên nghiệp nơi mà cá nhân phát huy tối đa sức sáng tạo, khả lãnh đạo hội làm chủ thực với tinh thần dân chủ cao - Xây dựng Trần Anh trở thành nhà chung thực cho cán nhân viên công ty việc chia sẻ quyền lợi, trách nhiệm nghĩa vụ cách công minh bạch 3.2 Sứ mạng kinh doanh : Công ty cổ phần giới số Trần Anh công ty kinh doanh lĩnh vực công nghệ thông tin điện máy Luôn cung cấp cho khách hàng sản phẩm tốt với giá cạnh tranh kèm với chế độ dịch vụ hoàn hảo nhất, đảm bảo gia tăng lợi ích cho cổ đông cộng đồng Mang lại sống phong phú tinh thần, đầy đủ vật chất cho cán công nhân viên, đóng góp cho phát triển ngành công nghệ thông tin kinh tế đất nước Nhóm mặt hàng đồ gia dụng Công ty cổ phần giới số Trần Anh 4.1 Quạt 4.2 Nồi 4.3 Máy phun ẩm 4.4 Máy hút ẩm 4.5 Bếp điện từ 4.6 Máy lọc nước 4.7 Đèn 4.8 Máy sấy tóc Phân tích mô hình PEST Công ty cổ phần giới số Trần Anh mặt hàng đồ điện gia dụng 5.1 Môi trường trị - pháp luật Bao gồm: Luật chống độc quyền, luật Thuế, Chính sách kinh tế - giáo dục, Chính sách lao động - tiền lương, luật lao động, Môi trường gồm có luật pháp, quan nhà nước nhóm gây sức ép có ảnh hưởng hạn chế tổ chức cá nhân khác xã hội Mỗi ngành nghề kinh doanh có văn pháp luật điều chỉnh riêng, mang tính chất điều chỉnh, định hướng quy định hoạt động phải theo hiến pháp pháp luật Sự thay đổi yếu tố trị - luật pháp ảnh hưởngmạnh mẽ tới pháp nhân kinh tế, ảnh hưởng tới hoạt động sản xuất kinh doanh ngành Chính trị - Luật pháp ổn định tạo môi trường kinh doanh thuận lợi Việt Nam quốc gia có chế độ trị ổn định khu vực Châu Á – Thái Bình Dương, điều thu hút quan tâm nhà đầu tư Ngoài ra, việc sách mở rộng thị trường kích thích đầu tư giúp doanh nghiệp tiếp cận nhiều khách hàng Mặt khác, việc Quốc hội Việt Nam lựa chọn tư tưởng cải cách hệ lãnh đạo thể tâm Việt Nam việc cải thiện vị cộng đồng quốc tế qua đường phát triển kinh tế Trong năm vừa qua Việt Nam ban hành nhiều văn bản, luật thông tư, nghị định tạo nên cách hành lang pháp lý cho hoạt động kinh doanh Đặc biệt Luật cạnh tranh Luật thương mại Việt Nam bước nới lỏng sách bảo hộ mậu dịch thông qua lịch trình cắt giảm thuế quan khu vực mậu dịch tự ASEAN (AFTA),và gia nhập tổ chức thương mại giơi (WTO) Mặc dù hệ thống pháp luật nhiều bất cập hạn chế, nhờ vào điều khoản luật pháp luật bảo vệ quyền, chống hàng giả hàng nhái, sách bảo vệ môi trường mà doanh nghiệp tạo niềm tin, giữ vững thương hiệu lòng khách hàng Ngày với trình công nghiệp hóa diễn mạnh mẽ trình đô thị hóa kéo theo Một nhà khang trang đầy đủ tiện nghi không ước mơ xa vời nhiều hộ dân Họ không tiếc tiền để trang bị cho nhà đặc biệt cho điện gia dụng, Chính điện gia dụng góp phần làm cho nhà bạn khác biệt cách sang trọng so với nhiều nhà khác, nhà bạn trang trí toàn thiết bị điện cao cấp, dụng cụ tiện nghi độ an toàn tiệt đối Nắm yếu tố nên cửa hàng kinh doanh đồ điên gia dụng đời Mục đích mà cửa hàng đem lại lợi nhuận mặt hàng bị biến động nhu cầu, thị trường có xu hướng tăng bị cản trở mặt pháp lý thành lập doanh nghiệp Các mặt hàng đồ điện có yếu tố liên kết bán bán nhiều kèm theo, từ bán số lượng nhiều Đặc biệt từ nhà nước áp dụng sách điện khí hóa nông thôn hội kinh doanh ngày lớn Việt Nam công nhận quốc gia có hòa bình trị ổn định đứng thứ giới, nên việc hợp tác buôn bán với nước vô thuận lợi, tạo niềm tin uy tín với bạn hàng đối tác nước Nền trị ổn định tạo điều kiện thuận lợi cho công ty Trần Anh ký kết hợp đồng nhập linh kiện điện tử, máy móc cách thuận tiện dễ dàng Với việc ban hành luật doanh nghiệp sửa đổi năm 2005, luật đầu tư, luật thương mại luật khác góp phần thúc đẩy công ty tư nhân công ty cổ phần nước có điều kiện phát triển thuận lợi minh bạch Bộ máy quan quản lý nhà nước hệ thống hành không ngừng cải thiện chuyên môn hóa, góp phần giải nhanh gọn vấn đề thủ tục vướng mắc doanh nghiệp, giúp công ty làm ăn thuận tiện ngày hiệu Ngược lại có vài vướng mắc hay sơ xuất quan quản lý nhà nước tạo nên phiền phức không nhỏ hoạt động sản xuất kinh doanh công ty Do nhân tố trị, pháp luật tác động không nhỏ đến tình hình hoạt động kinh doanh doanh nghiệp Chính sách mở cửa cam kết gia nhập tổ chức thương mại giới WTO tạo điều kiện tăng thu hút vốn đầu tư nước vào ngành công nghệ máy tính điện tử nước ta Do bị áp mức thuế cao, nhiều doanh nghiệp lắp ráp máy tính nước cạnh tranh với sản phẩm nước phải ngừng sản xuất chuyển đổi hướng kinh doanh để tiếp tục tồn 5.2 Môi trường kinh tế Thị trường cần có sức mua công chúng Sức mua có kinh tế phụ thuộc vào thu nhập có, giá cả, lượng tiền tiết kiệm, nợ nần khả vay tiền - Tỷ lệ lạm phát - Lãi suất - Cán cân toán - Thu – chi ngân sách - Tỷ lệ tiết kiệm doanh nghiệp Nền kinh tế Việt Nam đà phát triển, tốc độ tăng trưởng kinh tế tăng dần qua năm, thu nhập dân cư tăng cho thấy khả tiêu thụ sản phẩm cao,tăng khả toán khách hàng, tăng sức mua xã hội Nhịp độ tăng trưởng GDP bình quân đầu người qua hàng năm giai đoạn 2010 – 2014 16,7% ; dân số trình độ dân trí tăng nhanh tạo điều kiện để mở rộng thị trường Thu nhập bình quân đầu người cao, nhu cầu sử dụng sản phẩm tăng, đa dạng hóa nhu cầu, làm thay đổi cấu thị trường, tăng cầu.Đặc biệt, thị trường quốc tế ngày mở rộng , tạo điều kiện cho doanh nghiệp hợp tác phát triển , tỷ giá hối đoái tăng cao giúp cho kim ngạch xuất tăng Hạn chế nhân tố kinh tế doanh nghiệp Việt Nam mở kinh tế thị trường (gia nhập WTO) tạo nên nhiều đối thủ cạnh tranh - nhiều tập đoàn bán lẻ hùng mạnh giới khu vực nhập thị trường Việt Nam Tốc độ tăng trưởng kinh tế thấp, tỷ lệ lạm phát cao lảm hạn chế phát triển doanh nghiệp Năm 2014 tỷ lệ lạm phát Việt Nam 11,75% tăng 2,75% so với năm 2013, quý I năm 2015 12,79% tăng 2,75% ; tỷ lệ thất nghiệp 2,88%, giá hàng hóa tăng vọt, đời sống dân cư gặp nhiều khó khăn, ảnh hưởng tới tâm lý tiêu dùng khách hàng, sức mua thị trường giảm sút Môi trường kinh doanh mảng bán lẻ đồ điện tử công nghệ có tính cạnh tranh phân mảnh Thời điểm tại, chuỗi bán lẻ đồ điện tử vừa phải “so tài” lẫn nhau, vừa phải cạnh tranh với cửa hàng tư nhân nhỏ lẻ Kinh doanh môi trường cạnh tranh khốc liệt, nhiều nhà bán lẻ phải “mạnh tay” đưa đợt khuyến khủng để thu hút khách hàng Tuy nhiên, đợt khuyến thường mang lại hiệu ngắn hạn chuỗi cửa hàng khác sớm bắt chước thị trường trở thành thi “ai chịu lỗ lâu nhất” Tỷ giá hối đoái có ảnh hưởng trực tiếp đến giá thành sản phẩm điện máy Vì hầu hết sản phẩm xuất thị trường nước ta nhập từ nước (Mỹ, Nhật, Hàn Quốc, Trung Quốc) linh kiện, máy móc phần lớn nhập khẩu, doanh nghiệp nước ta có lợi khả lắp ráp phân phối nhiều lợi sản xuất loại máy móc kỹ thuật đại Vì tỷ giá hối đoái mà thay đổi kéo theo thay đổi giá thành mặt hàng nhập Cũng với mục đích để tăng thị phần, số nhà bán lẻ khác chọn cách mở rộng mạng lưới địa điểm trung tâm, dù chi phí thuê cao Chiến lược mở rộng cửa hàng, kèm với nghiên cứu kỹ thị trường hệ thống quản lý vững vàng, trở thành bước tiến chiến lược cho doanh nghiệp bán lẻ Khủng hoảng kinh tế giới vừa qua tác động không nhỏ tới hoạt động sản xuất kinh doanh công ty cổ phần Thế giới số Trần Anh hay doanh nghiệp hoạt động thị trường Khủng hoảng kinh tế làm 10 With more than million people on the Hanoi market with many different classes and different incomes, the demand for their products as well Electric different The rich and luxurious often use these modern machines, multifunction of famous brands such as Sony, Dell, Intel, HP They not just want good products and also want to express class and his personality Those good income, most also demand for quality products to be of their pockets So now can exploit any market segment with each other needs together Culture of Vietnam in the procurement was virtually consumers prefer the product durable, cheap, good quality businesses should themselves 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 the market In addition to factors such as age, population, culture also has other elements of group cultural force - socially significant impact on the situation of business operation of the company, such as language, religion , urbanization rate, the standards and values The population is young and the information technology industry's powerful development platform for Vietnam application of technology in the development process of the country and features impactful difference to the performance of business enterprises as well as Tran Anh computer company Analysis of model for 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 of reputable 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 relationships with major manufacturers of leading electronic groups like Sony, JVC, Toshiba, Panasonic, Sanyo, Philips, Samsung and LG These are vendors who accompany Tran Anh 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 the promotions that Tran Anh launched were very successful Therefore, most of the goods supplier will want to take goods into Tran Anh than through retail centers, reputed as Tran Anh, vendors will not only achieve strong consumer goods but also be advertising image, its products to consumers Besides, the financial situation of Tran 38 Anh sharply Tran Anh also include payment history very clear to suppliers Therefore, providers feel confident when doing business with Tran Anh Tran Anh brand awareness survey of clients, customers evaluate brands Tran Anh is a prestigious brand, trust and peace of mind when buying goods over the other electronics center Therefore, some new suppliers want to Tran Anh must have special support for Tran Anh as competitive price, the longer the debt situation,etc, The salesman import of Tran He understood this when negotiating with suppliers 6.2 Customers Tran Anh have types of customer groups such as consumer customers and corporate clients - Consumer Customers: For customers, Tran Anh need to consider a number of issues as follows: + In the years from 2012 to 2014: sales up 92% on average of total sales in Tran Anh + Products at the Center for electronics almost no difference because the centers are home appliance distribution of goods from suppliers + In Hanoi there are many centers as Co-opmart electronics, Pico, HC, Nguyen Kim, CPN,etc, Due to identify consumer customers have a strong influence on the existence and development of Tran Anh So, in the early days of its establishment, the Board of Directors of Tran Anh committed to providing the best service with the motto "All for customers, all customers" On the other hand, in recent years Tran Anh has demonstrated its brand reputation with customers through attractive promotions, and take the lead in launching promotions; service attitude of staff, customer satisfaction; prices consistent with customer perceptions; commodity rich diversity; quality of goods is genuine; good after-sales service And through customer surveys on the level of customer loyalty for Tran Anh and other electronics center with a scale of 5, customers still choose Tran Anh is priority number one with a high grade point average is 4,89 when shopping needs, and also ready to introduce Tran Anh for relatives and friends when they need to buy another samva electronics center is 2,5 For consumer customers, when shopping needs metal and electrical goods, consumers are still given preference to the Appliance Centre because according to consumer 39 shopping centers in electronics makes them feel more comfortable And through surveys of customer awareness about several issues related to the acquisition, the Tran Anh's Appliance Centre to meet higher customer demand and other electronics center Consequently, customers are selected consumer demand Tran Anh when sightseeing or shopping metal electronics - Customers Companies: This client has a number of characteristics like product in the electronics center not much difference as easily change suppliers In the years from 2012 to 2014 sales to this customer accounted for an average of 8% on total sales and Tran Anh is the only center in Hanoi with the program contracts with corporate clients provide "Voucher shopping "for employees However, Tran Anh goals for this customer is effective in Marketing Therefore, this group does not affect sales in Tran Anh 6.3 Competitors in branch In recent years, in Vietnam in general and Hanoi in particular, with the rise of the supermarket shopping center (power plant) new (in areas such as electronics, refrigeration, electrical appliances, engineering Digital, mobile phones,etc, ) as Central electric Ideas, HC, Tran Anh,etc, has made the business environment in the field of metal and electrical goods increasingly more aggressive Tran Anh in the business environment and compete with many opponents 6.4 Substitutes Replacement products and services are products and services potentially can satisfy the needs of the equivalent of the products and services in the industry (in addition there are the factors of price, quality) For supermarket business, the products and services capable of replacing the network's traditional markets, small shops of local, stores introduce products from major manufacturers,etc, In recent years, the introduction of the system massively supermarkets also the shopping at traditional markets decreased significantly But due to the influence shopping habits of people in Vietnam are not familiar with modern type of business - supermarkets, share of sales of the supermarket sector in Hanoi on revenue is relatively modest (32 % in 2014) Also, in recent years, the emergence of online sales channels, specialized channels like TVShopping sales, online shopping,etc, help customers reach new procurement method is through television, electronic mail, fax, telephone, internet - the maximum 40 saving cost and time for customers (being towards collective residential customers busy families, tight on time) Therefore, to limit the threat from substitute products, supermarket Tran Anh should focus on measures to improve the usability and shopping needs of customers such as free parking service, delivery home delivery, free gift wrapping,etc, 6.5 Threat of new import Suppliers of goods for Tran Anh Suppliers can proactively market expansion strategy through combining forward to the initiative of distributors First shopping district Phan Khang (Phan Khang) attached Company Limited Phan Khan Phan Khang yet established In essence, the business model of Phan Khang is built very similar business model miniature of Tran Anh The management personnel and other staff here are mostly from the ceiling light Therefore, the promotion of Phan Khang have closely resembling Tran Anh Therefore, when launching the promotion has attracted a large number of customers to visit and shop However, because of the newly established brand Phan Khang so modest, so it takes at least a period of time, the Phan Khang built its brand with consumers The other retail groups: Metro Cash & Carry has been present in Vietnam According to forecasts of economists, there are many international distribution corporations planning to enter the market after Vietnam joined the WTO, including Wal-Mart Two retail groups may become competitors of Tran Anh in the future They all have in common is big capital, a team of highly professional, extensive distribution network Particularly, Metro Cash & Carry Vietnam are consumers known as a strong brand name, and is now focused on corporate clients Evaluation challenges Tran Anh for household electrical goods "The cake" market is growing (with growth of more than 20%/year) and now seeks to occupy a larger share So electronics center Tran Anh also face a series of opponents in the "war" of the electronics market With the domestic market, Tran Anh must compete with retail giants electronics such as Pico, HC, Nguyen Kim, Top Care The appliance is not only racing against each other in the form of promotion but also raced both in expanding its market share Not to mention promotions of HC electronics stores, Pico form to 88% discount In terms of overall promotion race 41 really only exploded when enterprises want to stimulate consumer demand for these kinds of promotions really large scale, many electrical items from a discount down from 10-60% compared to cost and lasts for several days Attracting customers and retaining customers, are two completely different issues Promotional form balancing interests between customers and distributors will win With the expansion of market share in the UK in particular Chen and other electronics stores in general are investment strategies in width, opening new centers in supermarket chain its availability Tran Anh had mall chain Tran Anh also will have 10 retail centers, the electronics stores and by 2015 will have retail chain centers around the large cities across the country Other businesses such as supermarkets electronics Cholon (HC) have developed strategies electronics supermarket chains across the country in their own future, Pico shareholding company developing electronics supermarket chain of 10 nationwide Telecom telephone supermarket A also debuted in Hanoi, marking the expansion of the market of one of the retail system mobile phone wholesale sales have topped in the southern market Besides, at the time of 2009, when the retail distribution of foreign official market penetration in Vietnam, the WTO roadmap center Nguyen Kim Electronic Supermarket in particular and the country in general electronics all share the common concern that foreign competitors Currently, the leading retail group in Japan is Best Denky had been in Vietnam, a joint venture with Trading Company and Ben Thanh Marketing (Carings) established appliance is Best - Carings Ha Noi, Can Tho and Ho Chi Minh city Also IT Plaza, a business center consisting of 75 shops specializing in business only items of corporate IT Sung Dau, there have been positive moves to enter the market GS Retail Group's largest retail Korea signed with the Investment Company and Binh Duong Industrial Development (Becamex IDC) 7ha of land rent at My Phuoc Industrial Zone III for construction of a business center with scale large The big American corporations are Best Buy and Circuit City,etc, also in Vietnam When these groups in Vietnam, certainly not just to open one, two supermarkets that would be a supermarket chain in many provinces And while electronics market will even more intense competition * Existence of barriers to entry 42 The firms in the industry have a certain position in the customer's mind, there has facilities, staff have had experience and training, professional work the customer service better Further capacity management experience that new businesses want to join the industry can hardly compete Example: Currently on the market there are a lot of Hanoi electronics stores emerged as Tran Anh, PiCo, Top Care,etc, The scale supermarkets and sizable capital, with professional staff, and customer care programs and attractive promotions A new business wants in this sector is not difficult, but to get the position and could competitiveness in the market is a difficult problem Requires companies that have a large capital, with certain differences compared to its competitors Such must have to be able to survive in the market is fiercely competitive * Bargaining power from suppliers: Supplier of Tran Anh almost intell and amd only supply the constituent cpu processor or software for other computers Should the power of large suppliers in the market * Bargaining power from customers Customers today have so many choices to buy products for their computer or electronics products Supermarkets such as computers, or gialong computer, or computer Vietnam,etc, electronics stores also have names such as: Pico Plaza, HC, Best Carings, Nguyen Kim,etc, customers have many more choices, apply significant competition between firms But besides that, the Tran Anh also the customer care service is considered the superior can attract large numbers of customers * Competition among firms in the industry Vietnam's current market demand for computers and electronics products increased so much it wants to join occupy a corner of their market share Thus competition in the huge market and increasingly fierce The companies are racing to compete on price, given the promotional campaign discounts, that's a number of occasions When the level of competition increasing, the company switched to the non-competitive form of price, through the customer care activities In order to create customer confidence in its brands However, now go before they have more experience always create a strong foothold in the consumer's mind and Tran Anh is one of the firms is consumer trust and choose to buy the product 43 * The threat of substitute products Currently laptop consumers still preferred but not so that it keeps growing Worldwide trends tablet tablet prevalent and spread to Vietnam According to "Trends in use of tablets will be increasing in the future the tablets might replace today's laptops And the products of Chinese electrical appliances are flooding the Vietnam market, with the advantage of being cheap, consistent with spending the majority of the people of Vietnam, who have ordinary income and income low with huge demand for the country's commodities But the quality of domestic products are superior, but the price can not compete with you so water consumption capacity of the market is not high Tran Anh therefore need to make measures to raise labor productivity, the application of science and technology in production and business to reduce prices if they want to sell more products and attract more consumers * The threat from the new accession When Vietnam joins the WTO, foreign companies flooding the market Vietnam to seek investment opportunities for profit Also many foreign organizations and individuals associated with domestic enterprises to establish business company computers and electronics They have experience in management, invested, with senior professionals should be capable beyond business enterprises in the same industry in the host country GS Retail Group's largest retail Korea signed with the Investment Company and Binh Duong Industrial Development (Becamex IDC) 7ha of land rent at My Phuoc Industrial Zone III for construction of multi-purpose commercial center consists of hotel, restaurant, office, retail stores, amusement parks, sports,etc, large scale The big American corporations are Best Buy and Circuit City,etc, is preparing to Vietnam When these groups in Vietnam, certainly not just to open -2 supermarkets that would be a supermarket chain in many provinces And while electronics market began to compete fiercely Analysis of SWOFT model for household electrical goods group of Tran Anh Digital World Joint Stock Company Strengths The weakness Brand Movements of senior Promotion personnel Goods 2.Training and 44 Exhibited goods development of a staff The service attitude of The level of staff staff Long-term ad Service after sale Price 8.Application computerized of systems to manage Opportunities The financial situation Strategy S – O Chiến lược W – O Economic growth S1,S2,S3,S4,S5,S6,S7+O1,O → Strategic development rates stabilize of human resources 2.The 4, business O5,O6,O7: W3,W4+O1,O4,O5,O6,O7: environment → Market entry strategy → Strategy to expand its improved S1,S2,S3,S5,S6,S7,S8,S9+O2 network Cut import tax , distribution network Income per capita O4,O5,O6,07: people rise → Market 5.Spending from strategy development shopping Consumers S1,S8,S9+O1,O5,O6: increased → Diversification strategy Consumers prefer concentric operation to buy Shopping centers in electronics Supplier reputable goods The challenge 1.Issue storms, flooding much → Strategy S – T Strategy W – T S1,S8,S9+T2,T4: W1,W4+T2,T3,T4 Venture Strategy → Differentiation strategy 2.Increase the new S1,S2,S3,S4,S5,S6,S7+T1: electronics center → Strengthen W4+T1,T2,T4: strategic → 3.Unfair Competition advertising, promotions Strengthen strategic advertising, promotions 45 on price and trade S1,S2,S3,S4,S5,S6,S7,S9+T fraud 2,T4: 4.The expansion of → Market development corporate investment strategy multinational S1,S2,S3,S4,S5,S6+T2,T3,T4 retailers : → Differentiation strategy Propose business strategies in order to improve the operational efficiency of Tran Anh for household electrical goods 9.1 Strategic cost leader Tran Anh price policy is implemented "best price" (original price), and through surveys of customer awareness, they said Tran Anh have good prices Thus for import business department, when negotiating with suppliers, they must try to meet the requirements of Tran Anh commitments to customers Tran Anh want to achieve the best price, the course is to commit to a relatively large number (or purchase in the form of lots) for suppliers Moreover, the business division should be based on import brand Tran Anh, strong financial ability to negotiate with suppliers to achieve the best price When Tran Anh achieve the best price, the Tran Anh will transmit Preferential prices from the supplier to the customer This, much less prove, Tran Anh still comply with their commitments 9.2 Differentiation Strategy Tran Anh strong branding, promotions, goods, display of goods, service attitude of staff, after-sales service and price Tran Anh offering differentiation strategy to minimize risk from the rise of new centers of power plant; Unfair competition on prices and commercial fraud and the opening of the corporations invested multinational retailers To achieve the strategies outlined above, the preparation of human resources to meet the development needs of the new situation is extremely important Want to implement the strategy requires good managers, experienced staff play an important role for Tran Anh in developing human resources The development of human resources in Tran Anh is expressed through the following tasks: 46 Regarding employment policies, human resource planning: + Current recruitment policy is mainly recruited according to internal sources, so the next time recruitment in Tran Anh should change and move to recruit based on criteria for fair competition, on the basis of public professional capacity, declining employment through internal sources The recruitment information should be published on the Center's website, in newspapers, magazines, job introduction centers in order to find the right person, qualified to meet the demands of new business situation + In the peak sales period as the sales season (concentrated in Q1 and Q4) and the promotion lasts, the personnel department - administration should be actively associated with the recruitment unit heads more staff working part-time to serve the sales and delivery to meet market demand + Regarding human resource planning HR departments - administration should plan to recruit, train, and train human resources to meet the business development needs of the Centre in the future Specific measures on the training strategy, coaching staff now been implemented as follows: - Strategy of training, coaching outside: HR departments have external cooperation plans to force all unit heads, department engaged external training courses or other training centers, depending on the necessities of the moment) mainly the management training to improve management skills for unit leaders On the basis of additional specialized training to meet the new business situation Head of the unit will be the locomotive to future training and retraining for employees of his department - Training strategy in place: This is an important strategy for Tran Anh expressed or, it is expressed as follows: Board of Directors the company should communicate the training in place for the personnel department - administration combined with the division chief of training unit for its employees HR department: to undertake training in communication skills, customer service, selling skills Head units, divisions: Training on technical expertise Besides, Tran Anh should coordinate with electronics conglomerates (focus on strategic partners that Tran Anh had built as JVC, Samsung, LG, Toshiba, Sony, Panasonic, Sanyo and 47 Philips to training technical depth, the new products to serve our customers most effectively in the new situation + For the recruitment of key positions, the Tran Anh up through the company introduced the prestigious job, or the company "headhunting" reputation in the market to choose the candidates ability to meet development needs of the Center Policy on Emulation and Reward and remuneration: + Continue to apply the policy for rewarding direct sales department and other departments in the center to motivate and stimulate the dynamics work for each department Moreover, Tran Anh must have hot reward system for each department to achieve beyond expectations indicators of the Board of Directors put down + Have good remuneration policy (as wage increases ahead of time, or promoted,etc, ) for good employees to ensure a stable workforce Also through them, will stimulate the motivation to work for the remaining employees in the entire center About built environment in Tran Anh: The departments in Tran Anh generally coordinated with each other Therefore, the personnel department - administration should maintain a friendly working environment and collaborate to improve work efficiency and promoting collective strength of Tran Anh 9.3 Strategic Products For channel that is currently retail channels directly to consumers, business and general channel for corporate clients (clients are companies, schools, hotels ) Tran Anh at retail directly to consumers for years average from 2012 to 2014 accounted for 92% / total sales of Tran Anh Therefore, the next time I need to focus on Tran direct retail channel to maintain its current growth To focus on retail channels directly to consumers, in time to Tran Anh need to improve and promote better sales service and after-sales service to meet the increasing demands of customers Thereby, Tran Anh will consolidate existing customers and attract new customers from competitors For corporate customers, Tran Anh should maintain and develop forms of customer contracts with companies providing "Offers" for the current in Hanoi, Tran Anh electronics supermarket is the only Center with this form Besides, Tran Anh also need to expand the sales network Currently Tran Anh had online sales channel, but sales have not been as expected However, this common sales channels in the future as society has developed, people's incomes improved, and customer time limits, the 48 chosen method is effective online purchases effective and convenient because it takes less time traveling customer 9.4 Marketing Strategy About promotions: Currently, Tran Anh forefront of launching promotions in major holidays, occasions and big events of the year for customers who are very successful Therefore in order to increase the attractiveness when shopping for customers, Tran Anh should maintain this promotion and must go before the competition in order to maintain and consolidate existing customers and attract new customers Tran Anh, to roll out promotions have the element of surprise with a short promotional period and ahead of competitors This will help to Tran Anh increase sales and attract new customers from competitors Regarding long-term advertising strategy: Besides the extensive advertising campaign to all strata of the population in recent years to cater for short-term promotions Tran Anh should have long-term advertising strategy aimed at recalling images Tran Anh in customer perception Customer care: Currently, Tran Anh has stations mobile customer care, to home care products to its customers However, in a bargain with the future customer demand and increasing diversity, Tran Anh should set up a hot line (the line directly to the unit chief, division) to solve the unexpected case customer The department store in Tran Anh are storing information about customers Based on information about customers, Tran Anh should set up a special program for loyal customers with offers surprises Regarding sponsorship: Tran Anh continued collaboration with electronics giant special electronic conglomerate strategy as JVC, LG, Panasonic, Philips, Toshiba, Samsung, Sanyo, Sony to continue funding for programs For example, the program purchase genuine funding for the Sea Games sports as soccer because this is a program that is everybody interested and effectively brought from the program very high It is expressed through customers to Tran Anh sightseeing, shopping and sales increase also increased during the past Thereby, the perception of consumers about the brand of goods sold in Tran Anh growing in the minds of customers Brand: Currently, through surveys of customer perception of the brand, with a scale of 5, consumers rated brands Tran Anh is the highest compared with the electronics center in Hanoi Therefore, should take advantage of the prestige brand Tran Anh to 49 deploy to each department in Tran Anh related as the human resources department, service department and customer care (warranty, delivery), parts sales, accounting department to understand and implement The main purpose of branding is to increase awareness in the minds of consumers to brands Tran Anh, so the issues related to branding that Tran Anh has strength like attitude employee service and goods plentiful, diverse, goods display, promotion, after-sales service have been analyzed above must be coordinated to Tran Anh brand continues to become reliable brand when customers need to visit and purchase of goods + Solution on research and development - Establishing research and development room - The mission of the research and development room: give strategic direction for supermarket development Through the analysis above, we see no supermarket Tran Anh is an appropriate investment for the long term and its human resources Tran Anh can only put these employees manage short-term training at centers specializing in management training Besides, the high-level personnel changes also negatively affected the development model of Tran Anh Therefore, plans and policies of prevention research and development when given to the above restrictions and help Tran Anh consolidation and development of the business situation - There are special bonus policy for parts research and development in order to stimulate their motivation If their research programs offering high practical significance, it will help to create a competitive advantage for future Tran Anh or help Tran Anh to overcome the environmental risks from such competition present day 50 CONCLUSION The business strategy of the company Tran Anh, no separate deployment which overlap and combine each other to implement the general objective of the business Tran Anh known as a retail supermarket electronics and IT market the most prestigious North With customer care good with electronics product line with high quality and reasonable price Understanding the buying habits of the people of Vietnam are always prefer cheap goods, quality assurance, reliability,etc, So now signed and the acquisition of electronic components, machinery Brand worldwide through the wholesale dealers in the country At the same time the process of establishing the organizational structure of the company, the training and recruitment of qualified human resources expertise to reduce the costs incurred thereby can reduce the price of the commodities that enterprises business to increase its market share in the market and thereby also contribute to increased profitability for the company The initial goal of the newly formed company is to become Tran Anh's leading groups in the field of technological nature of globalization Now, Tran Anh known not only associated with the field of information which has become one of the big names in the field of electronics retail business, with 2014 sales target of over 1,500 billion To achieve these objectives the company has pursued a strategy of diversification, market development strategy and product development Initially company business only a certain number of items has expanded to very many other items Currently, the products of Tran Anh very varied, including computers and computer accessories, digital cameras, telephones, electrical appliances, electrical,etc, 51 LIST OFREFERENCES 1) Lecture courses Strategic Management,Associate Prof Dr Vu Thanh Hung, 2015 2) Retail market in Vietnam, Tran Nhat Duat, 2014 3) Business Strategic Management, Chu Nhu Yen, 2014 4) Brand development strategy, Ly Thu Thao, 2014 5) Strategic of Planning, Luong Thu Phuong, 2014 6) http://www.trananh.vn/ 52 ... chiến lược kinh doanh Công ty Cổ phần giới số Trần Anh mặt hàng đồ điện gia dụng ” NỘI DUNG NGHIÊN CỨU Giới thiệu chung Công ty Cổ phần giới số Trần Anh - Tên đầy đủ doanh nghiệp : Công ty Cổ phần. .. dựng chiến lược kinh doanh Công ty Cổ phần giới số Trần Anh cần thiết Với mong muốn xây dựng chiến lược kinh doanh phù hợp cho Công ty Cổ phần giới số Trần Anh, Nhóm chọn đề tài “ Phân tích chiến. .. thành bước tiến chiến lược cho doanh nghiệp bán lẻ Khủng hoảng kinh tế giới vừa qua tác động không nhỏ tới hoạt động sản xuất kinh doanh công ty cổ phần Thế giới số Trần Anh hay doanh nghiệp hoạt