1 INTRODUCTION Rationale The impacts from external factors: the changing of business environment, wide and strong integration among nations, new Free Trade Agreements causing pressures that require logistics enterprises to come up with solutions helping to enhance effectively and sustainably the competitive capability with unique cachet of each enterprise Moreover, logistics enterprises normally provide similar services, so building and possessing a strong brand is one effective solution to create a unique and different point in competitive strategy of the company Therefore, planning brand strategy step by step and professionally implement base on science basis and the facts is very necessary and important to logistics enterprises To be aware of the necessary, emergency and practical meaning of Brand Strategic Planning of Vietnamese logistics enterprises, however there are few studies working deeply on this issue to help these enterprises finding the useful solution for building strong brand promoting the competitive position and capability Therefore, author decided to select the subject of "Brand Strategic Planning of Vietnamese Logistics Enterprises" with the desire to study and analyze deeply about branding, specifically focusing on Brand Strategic Planning of Vietnamese Logistics Enterprises nowadays This research will analyze clearly the current statement to understand and capture the achievements and existed problems to propose theoretical comments, as well as highly practical recommendations and orientation solutions to support logistics companies in Vietnam to execute efficiently the brand strategic planning Related research review 2.1 Oversea research situation • About brands of logistics enterprises Studies of logistics services brand and logistics enterprises by foreign authors in fact are limited Some studies mentioned about brand and supply chain which were found, had not mainly focused on “logistics brand or logistics enterprises’ brand” • About brand strategies of logistics enterprises Study about Brand strategy of logistics enterprises is also the subject that not many scientists studying deeply Some other studies were found mentioning about brand and strategy which mainly focused on analyzing the role and relation between brand and competitive strategy in logistics field, or logistics development strategy or thorough analyzing important issues that impact on business strategy of logistics companies These studies had not focused on “Brand strategy of logistics enterprises” • About Brand Strategic Planning (BSP) of logistics enterprises Studies mentioned about Strategic Planning of enterprises play an important role and the relation between BSP and logistics activities as well as the role of logistics service in developing brand of some enterprises in industrial equipment field and they had not focused on BSP of logistics enterprises 2.2 Domestic research situation Domestic works about logistics or brand were large-scales researches with high scientific theoretical and practical significance However, through author’s research, there are not many studies deeply working on brand, brand strategy and BSP of services field on business to business market and especially Vietnam logistics enterprises 2.3 Comments and inter space for study Firstly, none of previous studies on BSP has been specifically studied about BSP of logistics enterprises by using a full process with contents: the environment , market and current BSP status analysis of logistics enterprises; determining the objective and planning the structure of brand strategy; developing resources and leading the implementation of enterprise’s brand strategy to commercialize services, build image and position of logistics enterprises Secondly, most of current brand researches in Vietnam reserved priority for studies on brand, brand strategy, brand building process that mainly applying to industries with huge consumers The studies about brand, building strong brand, brand protection…mainly focus on Vietnamese enterprises in general and there have not been any studies deeply working on brand of logistics enterprises in Vietnam Thirdly, the current researches about BSP have studying scope not relating much to and base on practical basis of logistics enterprises in Vietnam therefore, the assessments, comments and recommendations are not really suitable for the current conditions of these enterprises and could not be used as reference document for the effective BSP and building strong brand Fourthly, the development of logistics industry in general is progressing day by day In addition, the Vietnamese Communist Party and government have also frequently issued new policies with regulations to manage and support the enterprises development As a result, previous studies may not guarantee the up-todate status and the management policy direction of state Subjects, objectives and research mission - The research subjects of the thesis are the theory and practice activities in BSP of Vietnamese small, medium logistics companies and above which have capital from 500 million dong to 100 billion dong and 50 to 2000 employees 3 - Objectives and research mission: The research aims to systemize, establish the scientific theoretical basis related to BSP, clarify the situation of building the brand strategy and the current situation of BSP activities in small, medium and above medium sized logistics enterprises in Vietnam; then solutions are proposed to complete the process and content of BSP of these logistics enterprises Specific tasks consist of: + Systematizing basic theories of brand strategy and BSP, then establish a theoretical framework applying for the analysis of Vietnamese small, medium logistics enterprises and above; + Building the phasing model and content of each phase of BSP for Vietnamese small, medium logistics companies and above; + Studying and analyzing the experience in BSP of domestic and international logistics enterprises to learn lessons in BSP for Vietnamese logistics companies; + Analyzing and assessing the current situation of BSP of logistics enterprises, identify successes and strengths, weaknesses, drawbacks and rooted causes of the situation; + Proposing solutions to complete the BSP of logistics enterprises in Vietnam to adapt with the environment of international integration, the trend of service development and logistics market as well as the current situation of resources of logistics enterprises in Viet Nam Research scope of the thesis - Spacing: To study BSP of small, medium logistics enterprises and above which have capital from 500 million dong to 100 billion dong and 50 to 2000 employees in Hanoi, Hai Phong, Da Nang, Ho Chi Minh City, Quang Ninh, Ba Ria - Vung Tau - Timing: Data, statistic figures used in the statistical analysis of the thesis are mainly in the period from 2008 to 2017; opinions, proposals, orientations, recommendations would be applied up to 2020 and vision to 2030 - Content: this thesis studies the process and content of BSP in small, medium logistics companies and above in Vietnam; with the key studying content of the phases and phasing content of BSP and factors affecting these activities in above mentioned logistics businesses to maximize the brand value of logistics companies in Vietnam in particular and the supply chain of which they are member in general, when global economy integration become a common economic market among worldwide nations nowadays Research methods of the thesis - The research approaching method of the thesis is a systematic approached logic and specifically historical methods - The methods of collecting and processing primary and secondary data are used, and through interviews with 15 experts on the status and assessing criteria of BSP in logistics companies in Vietnam Simultaneously, a survey was taken through the questionnaire to 233 logistic companies’ managers about the operation of BSP at their enterprises - The statistical analysis methods are used for the research purpose of the thesis in which are consist of analytical method for average point, the integrated analysis method with comparison; modeling and mapping methods New contributions of the thesis * Theoretical: - To systematize the basic theories of branding strategy and BSP of logistics companies in Vietnam - Especially the thesis successfully built the theoretical model of phases of BSP and explaining basic practical and valuable reference contents of BSP of logistics enterprises This model was built on theoretical and solid scientific basis helping Vietnamese logistics enterprises to implement BSP in a standardized way - Building evaluation criteria and scale of BSP of Vietnamese logistics enterprises helping to reflect the common status and supporting enterprises assess themselves the effectiveness of this activity in their companies, pointing out what have been well done and what are existential weaknesses and find out solution to solve and improve them * Practical: - The research has generalized the market and branding development of logistics enterprises in Vietnam in recent years up to present - This thesis especially implemented an actual survey in Vietnamese logistics companies to make a general report of BSP activities status in these enterprises Analyzing typical characteristics, clarifying strengths, weaknesses and causes in BSP of these enterprises base on the assessment report of this actual survey - Through researching some typical enterprises in combination with expert interviewing and the questionnaire survey, the thesis has clarified the actual situation of the detailed content of BSP activities of logistics enterprises in Vietnam; - Updated the latest policies from Vietnam Government, clarified orientations, some forecasts and point of views on completing BSP of logistics enterprises in Vietnam up to 2020, 2025 and vision to 2030 5 - Based on study’s results, the author has proposed rational solutions which utilize the new advantages in Vietnamese state policy and technological scientific development to help the Vietnamese logistics enterprises getting better performance of BSP The thesis also suggested the practical recommendations to the State management agencies in supporting and managing these enterprises in terms of completion and complement the related policies and supporting the brand development planning for logistics industry and Vietnamese logistics companies Structure of the thesis Including main chapters beside the introduction and the conclusion: • Chapter 1: Basic theories about brand strategic planning of logistics enterprises • Chapter 2: Current situation of brand strategic planning of logistics companies of Vietnam • Chapter 3: Viewpoints and solutions to complete the brand strategic planning of logistics enterprises of Vietnam CHAPTER I: BASIC THEORIES ABOUT BRAND STRATEGIC PLANNING OF LOGISTICS ENTERPRISES 1.1 Overview of brand and brand strategy of enterprises 1.1.1 Overview of brand of enterprises * The concept of corporate brand Some key points for the proper identification of the corporate brand include: (1) To exist only in the perception; (2) To contain values or commitments that customers, partners, shareholders trust in and sometimes it can touch the emotions of the customers, partners, shareholders which makes them feel the credibility of enterprises and meaningful of good things in life; (3) changing characteristics through time * Brand elements: tangible and intangible elements * Elements that constitute the corporate brand value: Brand identity, Brand Performance, Brand Imagery, Feelings&judgments of customers, Brand Resonance * The corporate brand equity asset There are three different points of view on brand value: (1) customer perception, (2) financial perspective, (3) or combination of the two It is possible to define brand asset as the added value of the products by brand name Creating brand values shall contribute to establish strong brand of enterprises and strong brand in contrary shall strongly impact to increase the inside value of brand asset 1.1.2 Overview of corporate brand strategy management 1.1.2.1 Strategic structure of the business Corporate strategy level (Corporate Strategy), Business unit strategy level (Business Strategy), Functional strategy level According to the above strategic levels, brand strategy of the enterprise is a functional strategy which helps to establish the development orientation for the "Brand" of the company 1.1.2.2 Concept and structure of corporate brand strategy Corporate brand strategy is to determine the orientation and to be the guideline for any plan of action helping enterprises attaining the certain brand achievements, brand strategy is long-term, related to all corporate’s activities and oriented toward stable development Three main important factors in corporate brand strategy are: “Brand vison, brand culture, and brand image” 1.1.2.3 Stages of brand strategy management of the business - Phase 1: Brand strategic planning (BSP) - Phase 2: Implement brand strategy - Phase 3: Brand strategic controlling and evaluation 1.1.3 Characteristics of logistics services & classification of logistics enterprises 1.1.3.1 Concept and characteristics of logistics services The economic and social committee of Asia and Pacific defined “Logistics or supply chain management is the movement to synchronize in puts and out puts in production and commodities delivery and services to customer” 1.1.3.2 Concept and classification of logistics enterprises Logistics enterprises are companies providing one or a group or a series of different logistics services in the whole supply chain of logistics services Classification of logistics enterprises: By property ownership level; By type of service; By the level of implementing logistics services 1.2 Process and basic content of BSP of logistics enterprises 1.2.1 Phasing Model of BSP of logistics enterprises 1.2.1.1 Definition and roles of BSP of logistics enterprises * Definition: "Strategic planning is a process of setting business missions; conducting research to identify opportunities and challenges, external and internal strengths and weaknesses of the companies; setting long-term goals and selecting alternative strategies where specific issues are solved in a reasonable manner." * Roles of BSP of logistics enterprises Firstly, it helps logistics enterprises executives outline the major features of building brand strategy for their companies Secondly, it is a process of identifying major orientations that allow enterprises to change and effectively improve their branding activities and consolidate their competitive position Thirdly, create a broad and completion vision to managers, identify new opportunities, anticipate and come up with solution on-time to avoid risks in the operation progress, work out action activities to effectively deal with any problems during the organization's operations Fourthly, it will help to create a better coordination of branding activities in logistics enterprises Fifthly, it motivates the active participation of business members 1.2.2.2 Phasing Model of BSP of Logistics enterprises Strategic planning for brand type, identification, and positioning Strategic planning for brand equity asset Analyzing marketing and brand strategy situation of enterprises Determine the development orientation and the objectives of brand strategy of logistics enterprises Strategic planning for Brand Images Planning tactics and programs to implement brand strategy Planning strategies for resources development and leading the implementation of the brand strategy of logistics enterprises Strategic planning for brand expansion, renewal and franchising Figure 1.4 Phasing model of the BSP of Logistics Enterprise Source: Summarized by the author 1.2.2 Fundamental content of BSP of logistics enterprises 1.2.2.1 Analysis of marketing and branding situation of logistics enterprises In order to well implement this stage, enterprises must carry out some of specific work groups as follows: (i) macroeconomic analysis; (ii) the microenvironment analysis of the sector, and (iii) the microenvironment analysis of the logistics firms 1.2.2.2 Determining the development orientation and objectives of brand strategy of logistics enterprise The enterprise performs two main tasks, including determining the branding development orientation and the logistics firm's brand strategy objectives 1.2.2.3 Structure planning of Brand strategy of logistics enterprises * Strategic planning of brand type, brand identification, and brand positioning of logistics companies ➢ Brand type: the firm must identify and select the most suitable type of brand to develop ➢ Brand identity: The final goal for any enterprise is to build a brand identity that is consistent with the development orientation and outlined branding objectives, which are impressive to customers and addressing its unique identity ➢ Brand positioning: The main goal needs to be attained is to establish the "image and message" that best describes the business, then selects the tactics to convey the image and the message to the targeted customers * Strategic planning for brand equity assets of logistics enterprises It includes customer sharing value and social sharing value strategic planning in corporate brand equity * Strategic planning for brand image of logistics enterprises Must to ensure the consistency, reality, distinctiveness & uniqueness * Program and tactics planning to implement the brand strategy * Planning strategies to expand, renew and franchise the brand of logistics companies 1.2.2.4 Strategic planning for developing resources and leading the implementation of the brand strategy of logistics enterprises * Strategic planning for developing resources to implement the brand strategy of logistics enterprises: Three resources include finance, HR & scientific technology * Leading the implementation of brand strategy of logistics companies To help navigate, control, manage and adjust during the implementation of brand strategy to achieve the best performance 1.2.4 Criteria for assessing the current situation of BSP of logistics enterprises in Vietnam (I) Criteria for evaluating the situation analysis for marketing and brand strategy; (II)Evaluating criteria of the orientation & goals determination of brand strategy; (III) Evaluating criteria of the strategic plans for brand type, identity &positioning; (IV) Evaluating criteria of the strategic plans for brand equity assets; (V) Criteria for evaluating the strategic plans for brand image; (VI) Evaluating criteria of the tactics & programs planning to implement the BS; (VII) Evaluating criteria of the strategic plans for brand expansion, renewal and franchising; (VIII) Evaluating criteria of development resources planning and leading the implementation of brand strategy of logistics enterprises 1.3 Factors impact on BSP of logistics enterprises 1.3.1 External effecting factors These factors include macroeconomic and sector’s factors which impact on BSP of enterprises 1.3.2 Internal effecting factors They are human and financial resources factors 1.4 Lessons learned in brand strategic planning of some foreign logistics enterprises 1.4.1 Experiences in successful service brand strategic planning of FedEx Fedex performed well the goals planning, determined brand development orientation of enterprises, well planed the brand positioning & value strategy, and well performed the strategic planning of resources development and leading the implementation of brand strategy 1.4.2 Experiences in brand strategic planning of DHL The key to DHL's success is the ability to accurately provide the services satisfying customer's expectations, this is the shared value of DHL to customers that took many years to build, maintain and continuously improve 1.4.3 Experiences in strategic planning for brand development orientation and objective of DB SCHENKER In terms of BSP, DB Schenker firstly affirmed their vision and objective missions in the corporate brand in long term 1.4.4 Experiences in strategic planning for social sharing value in brand equity of Nippon Express An outstanding lesson in brand building of Nippon Express was not about the services quality, it was about the social value in the corporate brand asset that the company planned 1.4.5 Lessons learned about the BSP for logistics enterprises in Vietnam 1.4.5.1 About the approaching point of view and perception of BSP - The correctly approaching point of view and perception about a strong BSP need a good human resource - Correct perception about service quality factor which has a great impact on the corporate brand value, that is the customer sharing value specifically - Correct perception about the social value in strategic planning of brand assets 1.4.5.2 Lessons learned to improve the efficiency of BSP - Carrying out in many phases that linked to the long-term business strategy - Enterprise should assess the importance rate overview of each stage and determine which stage should be paid attention to depending on the business goals setting in the business development process of the enterprise 10 - To build strong brands, it’s necessary to treasure the brand equity asset, which includes customer sharing values and social values - It is necessary for enterprises to aware of the importance and the global trend of the social value of the brand - To well plan the planning phases for developing resources and leading the implementation of the brand strategy, enterprises need to build a separate human resource which is responsible for brand - For strategic planning of brand positioning and brand image of logistics enterprises, it is important to focus on the relevance rather than the difference CHAPTER II: CURRENT SITUATION OF BRAND STRATEGIC PLANNING OF LOGISTICS ENTERPRISES IN VIETNAM 2.1 Overview of Vietnamese logistics enterprises 2.1.1 Overview of Vietnamese logistics enterprises development Currently there are "more than 3000 logistics enterprises, of which 20% are state-owned companies, 70% are limited companies and private enterprises are 10%" through nationwide Vietnamese logistics enterprises mainly locate in three big cities including Hanoi, Hai Phong and Ho Chi Minh 2.1.2 Overview of the branding formation and development of logistics enterprises in Vietnam Vietnamese logistics enterprises are said not to pay enough attention on corporate brand building If brand development is only considered in the aspect of website construction, most of Vietnamese companies' websites merely introduce themselves or list down the provided services 2.2 Current situation of the BSP at some logistics companies in Vietnam The five businesses that are currently well-known and well perform in Viet Nam are selected as typical research on BSP of Vietnamese logistics enterprises: 2.2.1 Vietnam Vinalines logistics joint stock company The brand name is quite well-known in the market The company is very interested, and has built its own brand development strategy 2.2.2 Transimex-Saigon company (TMS) As a company in the top 20 leading companies operating in logistics field in Vietnam, TMS always takes care of its brand and the BSP, the company has built a specialized team being responsible for brand 2.2.3 Gemadept Logistics limited Company The company has not had any branding departments Therefore, BSP of the company has many limitations 2.2.4 Yusen / NYK Logistics Vietnam company 11 NYK Logistics Vietnam has built good image and brand in Vietnam, however, that brand image is largely lean on the influence of the parent company, while NYK Vietnam logistics has not had a good process for BSP 2.2.5 AA & Logistics Company The company planned quite clearly the brand strategy and expressed specifically in all aspects 2.2.6 Conclusions drawn from case studies - Vietnamese logistics companies have paid attention to and invested in the implementation of the strategic planning and brand building strategies for enterprises - Vietnamese logistics companies are very interested in strategic planning for developing resources to improve service quality provided to customers - The companies, which are implementing the BSP, have not yet followed a comprehensive and scientific process In fact, they have just followed the order and experience of managers due to the lack of specialized departments - In fact, there are many existing limitations in the process of the BSP of enterprises, but they are said to build some good contents for each small part of brand strategic structural planning 2.3 Current situation of brand strategic planning of Vietnamese logistics companies through the result of questionnaire surveys 2.3.1 Current statement of branding strategy and marketing situation analysis of logistics enterprise Figure 2.1 Current statement of marketing and branding strategy situation analysis of logistics enterprise Source: Survey results The common score for this activity is 3.3/5 Survey results showed that the analysis of marketing situation & brand strategy of Vietnamese logistics enterprises has not yet met the requirements in the period of a fluctuating market nowadays 2.3.2 Current situation of determining of development orientation and strategic branding objective of logistics enterprises in Vietnam The average point is only 2.9/5 Currently, Vietnamese logistics enterprises have defined the objectives of brand strategy but has not yet assessed the appropriateness of these objectives 12 Source: survey results Figure 2.5 Current situation of determining of development orientation and strategic branding objective of logistics enterprises 2.3.4 Current situation of brand strategic structure planning of logistics companies in Vietnam * Current situation of strategic planning for brand type, identification and position of logistics enterprises Source: survey results Figure 2.9 Current situation of strategic planning for brand type, identification and position of logistics enterprises The average score of this activity is only 2.99/5 points And according to survey results, less than 30% of Vietnam logistics enterprises believe that they had implemented well and very well this stage according to evaluation criteria used * Current situation of strategic planning of brand equity asset of logistics enterprise Planning of customer sharing value is 3.4 / points, the result is considered better than the performance evaluation indicators of previous steps Source: survey results Figure 2.10 Current situation of strategic planning for value shared to customers in the value of brand equity 13 The average score of strategic planning of social value of brand reaches 2.9/5 points only Logistics enterprises are aware of the combination of social responsibility in building brand through strategic planning of social value of brand, however the investment and implementation of this activity is not satisfactory Source: survey results Figure 2.11 Current situation of strategic planning for the social value in the value of brand assets of logistics enterprises * Current situation of brand image strategic planning of logistics companies Source: survey results Figure 2.12 Situation of brand image strategic planning of logistics enterprises This average score assessing the performance of this activity is only 2.87 / points In general, enterprises have not yet created the differences in brand comparing to competitors’ brand, and strategies to create differences as well as build customer’s loyalty to their logistics services are not highly feasible * Current strategic planning for tactics and programs to implement the brand strategy of logistics enterprises In tactics and programs planning to implement brand strategy, enterprises have built their own marketing and communication programs with specific tactics however they have still failed to meet the requirements 14 Source: survey results Figure 2.13 Current situation of strategic planning for tactics and programs to implement the brand strategy of logistics enterprise * Current situation of strategic planning for expanding, renewing and franchising brands of logistics business Average score of overall evaluation of this activity at the current Vietnamese logistics companies is 3.03/5, which is above average level Source: survey results Figure 2.14 Current situation of strategic planning for expanding, renewing and franchising brands of logistics business 2.3.5 Current situation of resources planning and leading the implementation of brand strategy of logistics enterprises in Vietnam * Current situation of resources planning of brand strategy of logistics enterprises in Vietnam Source: survey results Figure 2.15 Current situation of resources strategic planning for brand strategy of logistics Enterprises 15 Strategic planning activities for resources of brand strategy of surveyed enterprises only achieved an average score of 2.8/5 The research result of each evaluating criteria is all at average level * Current situation of strategic planning for leading the implementation of brand strategy of logistics enterprises in Vietnam The average score of this activity was 3.06/5 In term of evaluating criteria of performance of planning for leading the implementation of brand strategy that logistics enterprises have been done for the future, the main activities had been performed well Source: survey results Figure 2.18 Current situation of planning for leading the implementation of brand strategy of logistics enterprises The author calculates the final general score on the current situation of the BSP: General score (Current situation of BSP) = ∑8i=1 H𝑖 𝑥 𝑇𝐶𝑖 So, the overall score of the current situation of BSP = 2.98/5 points The level of 2.98/5 points proves that BSP activity of logistics companies in Vietnam is performed above middle level and not effective enough To sum up, almost researched enterprises of 233 ones assessed the performance of their BSP from 2.5 to 3.5 point (192/233 enterprises equal to 82.4%) 2.5 General assessment 2.5.1 Successful result and reasons The most important successful result is that many companies have paid attention to invest in and to arrange human resources for the construction and promotion of the brand Enterprises have been creatively utilized one of steps of BSP in practical activities to build the brand for their businesses Enterprises well performed in strategic planning for brand asset values, including customer sharing values and social values The reasons for initial success in BSP of logistics enterprises are said to be the business itself, which has been aware of the role and importance of the brand 16 and the BSP Secondly, human resource development activities have been invested in and focused on by logistics enterprises 2.5.2 Limitations and causes The first one is the limitation of applying new analysis tools & models as well as combining these tools for the highest efficiency Secondly, enterprises are still not good at determining the direction of development with specific stages and targets Thirdly, in terms of strategic planning for brand type, identification and positioning, there are still limitations of establishing a comprehensive, clear and consistent set of brands identification Brand positioning has been unclearly chosen and planned without the consideration about the suitability of brand position with each stage of outlined branding development Fourthly, the strategic planning for social values of brand assets in many companies has not kept up with the new business trend, which is associated with environmental protection and a better life for future generations Fifthly, Vietnamese logistics companies have not yet well plan for brand image strategy to differentiate from their competitors Sixthly, there are limitations of planning interactive and personalized marketing and communication campaigns to improve the implementation of brand strategy Seventhly, from the viewpoints of many logistics companies in Vietnam, brand expansion, renewal and franchise are not suitable with the current brand situation, therefore they not care much about or even think of it Eighthly, in terms of the general process of implementing the BSP, the logistics companies in Vietnam have not fully and properly implemented, even in typical enterprises Finally, the limitation of planning for leading the implementation of brand strategy showed in the shortage of good personnel and the lack of specialized departments for branding There are several reasons for this The external reasons including: (1) the lack of up-to-date proper information on branding for logistics enterprises (2) the lack of good human resource for logistics industry this is the comment situation of the whole logistics industry, it is difficult to find any specialized training course on service brand for logistics enterprises (3)state management office and Government have not yet inseminated a specific legal framework to support businesses in ensuring legitimate rights and protection for their brand Internal reasons are: Firstly, the limitation in analyzing the marketing 17 situation and brand strategy because enterprises have been leaning on experiences, being afraid to change as it shall take time to study the new tools before using Secondly, the limitation in determining the objectives of brand strategy due to the perception of Vietnamese logistics enterprises rooting from short-term target under pressure of sales revenue and lacking a long-term vision Thirdly, the limitations of strategic planning for brand type, identification, and position as well as brand image and campaigns for the implementation of brand strategy are caused by the lack of financial resources Fourthly, the reasons for the shortage of qualified personnel for leading the implementation of brand strategy are partly from business itself which has not yet properly invested in training and developing this kind of human resources Finally, the last reason is the difficulty in training and improving the quality of human resources in logistics enterprises CHAPTER III: VIEWPOINTS AND SOLUTIONS TO COMPLETE THE BRAND STRATEGIC PLANNING OF LOGISTICS ENTERPRISES IN VIETNAM 3.1 Forecasts and viewpoints to complete BSP of Vietnamese logistics companies in the period up to 2020 and 2025 and vision to 2030 3.1.1 Forecasts and directions for logistics development 3.1.1.1 Changes in the business environment and some forecasts for logistics services market * Business environment changes: - The international economic and trade environment: Viet Nam pursues liberalization of logistics services in the WTO and ASEAN Integration (Association of Southeast Asian Nations), as committed to the four-step logistics road map to the year 2014 Secondly, the open policies of Vietnam have created increasingly attraction to foreign investors with the expectation that Vietnam will be the most beneficiary country of the Trans-Pacific Partnership - The domestic policy and law circumstance The General Department of Vietnam Customs is implementing the scheme of electronic tax payment through the banks in coordination with collecting and clearing 24/7, signing a cooperation agreement with 36 commercial banks, collecting import and export taxes through the electronic payment gateway In terms of inland domestic depots, there is Decision No 2072 of the Deputy Prime Minister Trinh Dinh Dung dated December 22, 2017 promulgating the approval of the master plan for the development of the inland domestic depot system in Vietnam up to 2020, with the orientation to 2030 - Domestic economic and trade environment: 18 + Policy mechanism for commercial development and logistics services: Decree No.115/2007/ND-CP on conditions for maritime business; Decree No.87/2009/ND-CP on multi-modal transportation; port system planning towards 2020, orientation to 2030 according to Decision No.2190/QD-TTg dated December 24, 2009; Decision No.175/QD-TTg dated in 2011 approving the overall development strategy for service sector in Vietnam up to 2020 promulgating the first logistics service strategy in Vietnam + The directions and objectives of transport development planning according to logistics related sub-sectors to 2020 with a vision to 2030 According to Decision No.355/QD-TTg dated 25 February 2013 of the Prime Minister approving the adjustments of the transport development strategy to 2020 with a vision to 2030: - Road industry: By 2020, the volume of goods transported will have been 760 million tons with 35 billion tons of goods rotated - Railway industry: By 2030, the ratio of passenger & cargos will have been 20% - Shipping industry: Developing support services for shipping and logistics - Aviation Industry: Vietnam aims to become the third largest aviation market in the ASEAN - Multi-modal transportation and logistics services: Promoting the development of international multimodal transport services and multimodal connection of inland transport * Some results of the service market forecasts from the World Bank and Vietnamese logistics industry: - Regarding the structure of the transport market, the volume of goods in Vietnam by modes of transportation to 2030 is predicted to reach 640 million tons by roads, 47 million tons by railways, 395 million tons by inland waterways, 38 million tons by coastal ships, 0.3 million tons by the aviation with the total of 1,119 million tons by all modes The annual growth rate will be around 4.8% - The situation of supply and demand in southern ports by 2020: The supply capacity of all southern ports will have reached about 16 million TEUs - In the North, it is predicted to face the imbalance between supply and demand of container handling capacity at ports (including oversupply and supply shortages) Capacity in the northern ports except for Lach Huyen will have been about million TEUs by 2020 - It is forecasted that the number of imported and exported containers on nationwide will have reached over 15 million TEUs by 2020 Forecast of demands for logistics services - According to Decision No.318QD/TTg dated in 2014 on development strategies of transport services to 2020 19 orientation to 2030: - On the needs of importers and exporters, it is forecasted that the total volume of containerized cargos by 2020 will have been 21,951,434 TEUs and 47,516,884 TEUs by 2030 - Demands of manufacturers, according to the service industry development strategy up to 2020, the logistic outsourcing rate is expected to reach 40% * Predictions conclusions: - On demands for logistics services: + Market capacity will rise due to increased demands from manufacturers + The increase in the market volume of goods transported by objects will increase due to the needs of importers and exporters - Regarding the supply of logistics services: + There will be an increase in the number of enterprises and logistics centers + There will be an increase in the proportion of logistics enterprises categorized 2PL, 3PL, 4PL, and 5PL + In addition to the current logistics centers in the South, in the future, logistics centers will develop further in the North and the Middle of Vietnam + The growth rate of the logistics industry will be quite high at 20% per year and maintained in the next to 10 years 3.1.1.2 Development orientation of Vietnam logistics industry to 2020, 2025 and vision to 2030 * General Orientation to develop logistics services to 2020 and 2025 In the draft Decision No.200/QD-TTg in 2016 of the Government approving the Action Plan for enhancing competitiveness and development of logistics services, several objectives for developing logistics services have been identified as follows: - By 2020, the contribution to GDP will be 5%, service growth will be 15 to 20%, outsourcing logistics will reach 40%, logistics cost will decrease to 18% of GDP and the rank by the LPI will reach the 55th position in the world; - Manufacturers and trade enterprises will be able to well manage the supply chain, save raw materials and production costs, shorten goods circulation; - To focus on attracting investment in developing logistics infrastructure, building regional and international logistics centers, and improving the connection between Vietnam and other countries - To make Vietnam become a logistics hub of the region; - To complete the State management mechanism, including policies supporting the development of logistics services, the laws of logistics industry, management mechanism to be commensurate with the development of Vietnam's logistics services 20 * Specific orientations to improve competitiveness and development of logistics services in Vietnam by 2025 Orientation 1: To complete the State management mechanism, including policies to support the development of logistics services, the law regulating sectors and management mechanism to be commensurate with the development level of Vietnam's logistics services in the process of international integration Orientation 2: To enhance business capacity and service quality, encouraging and guiding enterprises in some industries to apply the advanced supply chain management model; Orientation 3: To develop the market of logistics services, promoting trade promotion for logistics services; attracting goods from Laos, Cambodia, Thailand and South China via Vietnam to other countries and vice versa; … Orientation 4: To develop logistics centers in Vietnam in the period up to 2020, vision to 2030 3.1.2 Viewpoints of completing the BSP of logistics companies in Vietnam * First viewpoint: Logistics enterprises need to aware of and affirm the position and role of the BSP of logistics enterprises is very importation to their business operation development They need to memorize and affirm that this is the activity playing an important and decisive role in the successful of strong and sustainable brand building of enterprises * Second view point: Vietnamese logistics enterprises need appropriate processes and scientific methods when planning the brand strategy The establishment of process and the selection of scientific methods shall be varied among enterprises depending on different situation * Third viewpoint: Vietnamese logistics enterprises must perform the BSP base on the relevance and consistence with their business and marketing strategy This help the BSP of logistics company shall be synchronized, proper and meet all requirements of general business operation and help them to save cost * Forth view point: The BSP of Vietnamese logistics enterprise need to improve the current limitations In the process of implementation all contents of BSP, they need to focus on selecting the orientation, targets, building programs, preparing resources or selecting managing and controlling solutions properly and help them to improve the weaknesses that causing difficulties for their companies Fifth viewpoint: Vietnamese logistics enterprises must perform the BSP on practical basis and shall be able to adapt with future perspective The managers who perform BSP of their logistics company must analyze carefully to assure that what they have planned base on the practical changing, current situation and the changing of the future 21 This is the important criteria determining the success of BSP that they perform 3.2 Completing solution for brand strategic planning of logistics enterprises in Vietnam 3.2.1 Raise awareness of logistics branding and BSP of logistics enterprises To raise awareness of branding, enterprises need to organize training and improving knowledge of branding, brand strategy, brands of logistics enterprises, services brands, branding in the business to business market, etc., for specialized staff to build a process of strategic planning to develop brand names in accordance with specific conditions of each companies 3.2.2 Training, updating and applying market analyzing and researching tools for better analysis of marketing and branding strategy situation; identifying, developing the orientation and strategic branding goals of logistics enterprises Actively keeping up to date, applying and combining market research tools will help businesses develop creativity, complete the content of business environment analysis as well as defining long-term strategic branding goals for enterprises with higher level of suitability and trust 3.2.3 Solutions for completing the brand strategic structure planning of logistics enterprises 3.2.3.1 To improve the content of strategic planning for brand identity and position based on the uniqueness of the local brand To overcome the lack of uniqueness and difficulty in recognizing of some logistics brands written in the survey results, for better strategic planning for brand identity and position, logistics companies need to describe and create a list of desired identities which raised from the development orientation and the identified brand strategy objectives 3.2.3.2 To improve the plan for value shared to customers by constantly improving the quality of logistics products and services, diversifying the types of logistics services provided to gradually orientate to the comprehensive development of the model of logistics services Solutions to help well plan value shared to customer is that enterprises need to develop a clear plan with stages, each of which states clearly how the quality of service will be improved and which of new types of services will be provided to customers to reach the goal that the company will be able to provide all-in-one services to customers after a certain period of time 3.2.3.3 To complete the planning content for social values through the development of policies of corporation social responsibilities To improve the planning content for social value, effective solutions for 22 Vietnamese logistics companies are to actively develop corporation social responsibility (CSR-Corporation Social Responsibility) policies Having clear policies on business ethics and CSR that businesses want to contribute will help them to define the direction and plans for appropriate social values in the value of corporation assets 3.2.3.4 To complete the planning content for brand image strategic planning which states that each employee is a brand ambassador To well plan the distinctive brand image, it is necessary to have contributions from employees and make sure that everyone understands it Underestimating the internal brand image should be avoided 3.2.3.5 To complete planning for marketing programs and branding communication via using tactics of marketing channels, media platform and interactive two-way technology - Vietnam logistics companies should halt the planning of mass marketing programs and strengthen the connection of the company's brand on each point of contact such as customers, investors, i.e Enterprises should grasp the technological progress to create the overall effective plan - To plan well marketing and communication programs with two-way interaction, it is necessary for enterprises to grasp and use two-way interactive marketing and communication channels 3.2.3.6 To complete the content of strategic planning for expanding, renewing, and franchising brand by writing brand stories A new solution to logistics companies in Vietnam is "to write the story of the corporate brand" The story of the company's brand will not deviate from the direction of development and long-term goals of the brand 3.2.4 To complete the content of strategic planning for resource development and leading the implementation of the strategy brand through continuous and longterm investment for the development of resources, especially human resources In many enterprises, the financial resources are not strong enough to immediately deduct funds for this activity, therefore the policy of saving little parts in the compensation system or deducting from the monthly revenue to invest in developing human resources will create gradual effects for enterprises 3.2.5 To set up a specialized team or staff for branding To ensure that future decisions related to branding are consistent with what have been developed, the process and content of the renewed or adjusted BSP should be inherited the good things and develop a suitable direction to the firm and 23 its business environment As a result, it is important to logistics enterprises to build a specialized group or managers for branding 3.2.6 To apply information technology in completing the process and content of BSP of logistics enterprises For the completion of the BSP process, software, applications for modeling or summarizing logically in connection with existing branding activities will provide managers with a more general and comprehensive view of the ongoing work of the BSP 3.3 Some macro recommendations to create conditions and environment to implement BSP of logistics enterprises in Vietnam 3.3.1 To the Government and relevant ministries - Vietnam has no policy or regulation or strategic vision that Government, State and related ministries of Viet Nam planned for supporting or relating to master strategic plan of national logistics brand development and the direction for logistics enterprises developing their brands in the changing business circumstance - Vietnamese State and Government have not yet executed program or launched any policy and strategy for logistics development with long-term strategic vision which can be fundamental direction and bring the advantages for brand building activities of the whole Vietnamese logistics industry - The existence problems that system of laws and regulations has not created horizontal connections, which link all banking services, customs, warehouses, etc to better support enterprise to implement any stage of supply logistics service chain and gradually supply the whole logistics services pack - The functional offices of Vietnam need to create better condition for logistics enterprise in building and protecting their brand for more effective operation to enhance the image and position of Vietnam logistics on global and regional market - Vietnamese State need to have more policies supporting business capital with several investment activities in infrastructure development, application advanced technology for service quality improvement of enterprise - Issuing regulation or overall strategic plan supporting and training human resources for logistics industry is the meaningful and practical action for enterprises - The State need to organize and implement national program to advertise for Vietnam logistics industry 3.3.2 To associations and organizations It is important for the Vietnam Logistics Business Association (VLA) to strengthen its global integration, which enables international friends to know more 24 about logistics industry in Vietnam, thereby raising awareness of brands of logistics enterprises in Vietnam in general and member companies To further promote the BSP of Logistics Enterprises in Vietnam, the VLA should fully utilize the opportunities gained from the integration process to promote the Vietnamese brand and learn experience for member enterprises With the function of social criticism and protection of members' rights, it is necessary for the VLA to build close relationships with the State management agencies such as the Ministry of Transport (the Transport Department, The International Cooperation Department, the Vietnam Maritime Administration, the Aviation Administration of Vietnam), the Ministry of Industry and Trade, the Ministry of Planning and Investment, the Ministry of Finance (the General Department of Customs and the General Department of Taxation) It is also important for the VLA to be more active in managing and protecting its members' rights, especially in training, connecting and communicating, coordinating and guiding its members to access and penetrate foreign markets SUMMARY Vietnamese logistics companies have been aware of the importance and significance of brand value and BSP in general strategic management Many of them have invested sufficiently in human resources and other resources to develop BSP at the enterprises, contributing to build a strong logistics brand In the management of the brand strategy, many enterprises have used tools to assess the environment, setting vision and mission of the brand strategy and carrying out appropriately steps of BSP However, many companies are very limited in building their own brand strategies Planning for brand equity, image positioning, marketing programs, as well as developing human resources and leading the brand strategies in many companies are still being limited and unprofessionally implemented There are reasons for the weak situation of the BSP of logistics companies in Vietnam, including both external and internal ones These reasons resulted in the lack of a suitable and effective brand strategy in logistics company, and they have not yet built a strong brand to compete with other competitors which have strong capital and international experience which have been joining in the logistics market in Vietnam today The thesis has proposed several directions and solutions to help the BSP of logistics enterprises of Vietnam to be completed and effective for developing the corporate brand and contributing to the common interests of enterprises  ... and well perform in Viet Nam are selected as typical research on BSP of Vietnamese logistics enterprises: 2.2.1 Vietnam Vinalines logistics joint stock company The brand name is quite well-known... Logistics Vietnam company 11 NYK Logistics Vietnam has built good image and brand in Vietnam, however, that brand image is largely lean on the influence of the parent company, while NYK Vietnam... Characteristics of logistics services & classification of logistics enterprises 1.1.3.1 Concept and characteristics of logistics services The economic and social committee of Asia and Pacific defined “Logistics