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8/8/2019 X03[1].StrategicManagement.capstone.group6 v1
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Gamba01.X03
CAPSTONE PROJECTCAPSTONE PROJECTREPORTREPORT
Group 6:
Nguyen Tu Anh
Luong Minh Tuan
Tran Luu KienBui Huy Quang
Hanoi, January 2011
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TOPIC
Building and selecting strategy to developHanoi Western market of PetroVietnam
Finance Corporation Thang Long Branch(PVFC Thang Long) in 2011 2015 period
and vision to 2020
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Group 6
Contents
Conclusion of the thesis
CHAPTER 3: Development Strategy Toward HanoiWestern Market & Solutions for PVFC Thang Long
CHAPTER 2- Analyse Market Situation of PVFC
Thang Long
CHAPTER 1 Theoretical Base
Preface
3
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Group 6
CHAPTER1 THEORETICAL BASE
1.1.
STRATEGY
AND
MARKETINGSTRATEGY
THEORETICAL
BASE
1.2. PROCESS
OF BUILDING
STRATEGY
4
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1.1. STRATEGY AND MARKETING STRATEGY
So, what is strategy?Koontz, Ciril ODonnell and Heinz Weihrich, authors of the
book Essential of Management" defined strategy in three
ways as follows: Strategy is general action program on the deployment of
important resources to achieve comprehensive goals.
Strategy is an organizations program of goals and its
changes, resources and the arrangement to uses
resources to achieve goals and policies to distributeincome.
Strategy defines basic long-term targets of an
enterprises, selects orientation of operation and allocates
necessary resources.
Group 65
CHAPTER1 THEORETICAL BASE
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Group 66
Strategy?
CHAPTER1 THEORETICAL BASE
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1.2. PROCESS OF BUILDING STRATEGY
Group 67
Vision/missionVision/mission
Building and selecting strategySWOT, GREAT model
External environment
analysis
1. Macro analysis
PEST/SLEPT model
2. Micro analysis
Mc. Portermodel
=> Competition pressure
in the sector
=>Opportunities and
threats
Internal environment analysis
Value chain model
Process of recognize sustainable
competitive edge
=>Strengths &Weaknesses
Functional strategyFunctional strategy
Business strategy/competitionBusiness strategy/competitionCorporate strategyCorporate strategy
Global strategyGlobal strategy
Implementing and adjusting
strategyMonitoring and evaluating the
strategy implementation
Suitable organizational structure
with selected strategy
CHAPTER1 THEORETICAL BASE
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1.2. PROCESS OF BUILDING STRATEGY
Mission and vision
Objective of marketing strategy
External environment analysis Internal environment analysis
SWOT matrix
Strategy selection
Group 68
CHAPTER1 THEORETICAL BASE
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Macro environment analysis PEST model (Political Economic Social Technology)
Group 69
CHAPTER1 THEORETICAL BASE
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Analysis model of three-level internal andexternal environment
Group 610
Economics Politics
Law
Technology
International
environment
Culture
Society
Population
Labor
New
entrants
Suppliers Customers
Rivals Substituteproducts
Enterprise
CHAPTER1 THEORETICAL BASE
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Group 611
Threat of new market entrants
Bargaining
power of
suppliers
Competitive
rivalry within an
industry
Bargaining power
of customers
Threat of substitute products
Five forces model of Michael E. Porter
CHAPTER1 THEORETICAL BASE
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SWOT matrix
Group 612
SWOT matrix Opportunities (O)
1...
2...
3...
Threats (T)
1...
2...
3...
Strengths (S)
1...
2...
3...
SO strategy
This strategy uses
strengths of to utilize
external opportunities.
ST strategy
This strategy uses
strengths of to cope
and avoid external
threats.
Weaknesses (W)
1...
2...
3...
WO strategy
This strategy helps
overcome weaknesses
of enterprise to utilize
external opportunities
WT strategy
This strategy helps
overcome weaknesses
of enterprise to reduce
external threats.
CHAPTER1 THEORETICAL BASE
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Strategy selectionThere are a lot of different business strategies;
generally, there are three basic approaches to
generating competitive edge, namely:
Cost-leadership strategy;
Product differentiation strategy;
Focus strategy.
Group 613
CHAPTER1 THEORETICAL BASE
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General view on PVFC PVFC was founded in June 19, 2000;
Charted capital: 5,000 billion VND
On March 18th 2008, PVFC officially became PetroVietnam
Joint Stock Finance Corporation. Types of products:
(1) Investment products:
(2) Corporate finance
(3) Personal finance
(4) Accumulating corporate capital and credit
(5) Monetary trading
Group 615
2.1. General view on PVFC
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The organizational structure of PVFC Thang Long
Group 616
DIRECTOR
DEPUTYDIRECTOR 1
General
coordination
department
DEPUTYDIRECTOR 2
Department
finance and
accounting
Credit
department
Department of
Risk assessment
and management
Investment
department
Transaction-
on office
2.2. The Process ofFormation andDevelopment ofPVFCThang Long
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Group 617
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
0
500
1000
1500
2000
2500
3000
2007 2008 2009
Diagram ofRevenue, Profit and the ratio ofProfit/Revenue ofPVFCThang Long in the period
of 2007 - 2009
Revenue (billion VND) Profit (billion VND) Ratio of Profit/Revenue (%)
2.2. The Process ofFormation andDevelopment ofPVFC (con.)
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Diagram of comparing revenue of products and services inOil and Gas industry (2009) in PVFC Thang Long and theoutside of the industry
Group 618
2.2. The Process ofFormation andDevelopment ofPVFCThang Long (con.)
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Diagram of revenue of main products and services ofPVFC Thang Long 2010 (estimation)
Group 619
2.2. The Process ofFormation andDevelopment ofPVFCThang Long (con.)
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Group 6
(2) Individual
customers
(3) Investment
operations
(1) Business
customers
- Credit
- Capitalarrangement
- Developing CDM
- Foreign
exchange trade.
- Capitalmobilization
- Period purchase
- Personal credit
-Supportive stock
business
- Project
investment
- Investing
mandate
- Bond professions
- Trading priced
certificates
20
(4) Other products and services
- Stock exchange floor
Main products and services
2.2. The Process ofFormation andDevelopment ofPVFCThang Long (con.)
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2.3. Market and Market share Developmentsituation
PVFC Thang long and market on the West ofhanoi
PVFC is a finance company, so it is not allowed to
practice payment function.
-> PVFC will transfer the operation model into trading bank.
->PVFC and other subsidiaries will have opportunities to
carry out payment products and services for customers.
Therefore, the personal financial market on the
West of Hanoi is very important to PVFC ThangLong
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Group 622
COMPETITION in western market of Ha noi
TECKCOMBANK
AGRIBANK
VIETCOMBANK
VIETINBANK
BIDV
MHB BANK
Citi group
GP Morgan Chase
HSBC
Mitsubishi UFJ Financial
Group
Mizuho Financial Group
VIETNAMESE BANKS FOREIN BANKSPVFC
2.3. Market and Market share Developmentsituation (con.)
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The strategy on customers of PVFC Thang
Long
The enterprise customers
Customers for consultancy service Individual customers
The foreign customers
Group 623
2.3. Market and Market share Developmentsituation (con.)
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Summarize Chapter 2
Within the Chapter 2, Our group applies theoretical model studied in the strategic
management course to analyze business environment and
the characteristics of Hanoi Western market, focuses on
analyzing credit institutions in the area, work
force, competitiveness of PVFC Thang Long; and
Applies analysis of value chains of services and products of
branch PVFC PVFC Thang Long, as well as advantages
and disadvantages of work, in order to give solutions to
development strategy toward Hanoi Westernmarket, which will be mentioned in Chapter 3.
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Group 625
CHAPTER 3
DEVELOPMENT STRATEGY TOWARD HA NOI
WESTERN MARKET AND SOLUTIONS FOR
PVFC THANG LONG
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CHAPTER3-
3.1. Development Target of Petrovietnam Finance3.2. Development Orientation for PVFC Thang Long by
2015
3.3. Options in Market Development Strategy of PVFC
Thang Long3.4. Solutions
3.5. Suggest some supporting solutions
3.6. Limitations of report and the next researching
orientation
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PVFC orients to develop in the periodfrom 2007 to 2011:
Develop product and service
Personnel
Management
Brand development marketing solutions
Group 627
3.1 DEVELOPMENT TARGET OF PETROVIENAM FINANCE
CORPORATION BY 2015 AND ORIENTATION TO 2025
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3.3. OPTIONS IN MARKET DEVELOPMENTSTRATEGY OFPVFCTHANG LONG
Some main reasons to select westernmarket of Ha Noi
The place of the head office of PVFC Thang Long lies
in the dynamic area in the West of Hanoi
Select the market in Ha Noi West area basing onSWOT model
Marketing development strategy based on economic
environment
Brand development strategy
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SELECTED STRATEGY
Group 630
Create values for customers
Leading banking technology
Different products/product set
Focusing on the humance resourse
3.3. OPTIONS IN MARKET DEVELOPMENTSTRATEGY OFPVFCTHANG LONG (con.)
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3.4. SOLUTIONS
The solutions for the strategy 1 Thestrategy of the focus
The practical methods possibly coming to real
are:
Increase income from services.
Approach the customers who gain high and
stable income, connect them to the effective
invested projects in progress.
Diversify products, prepare necessary conditionsto control market share of individual finance.
Focus on develop personnel with higher quality
.
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3.4. SOLUTIONS (con.)
The solutions for strategy 2 Thestrategy of distinction
All the operations of PVFC Thang Long have
to aim to the distinction from other credit
organizations:
The products of PVFC Thang Long have to
include three contents:
Create values for customers, Provide sensible values,
Difficult to imitate.
Group 632
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3.4. SOLUTIONS (con.)
Breakthrough solutions Some main solutions as follows:
Increase to perform package products
Concentrate on investing in projects which are safe and have
high economic efficiency in the industry ofpetroleum, energy, high-grade tourism, real
estate, banking, stock;
Provide consultancy service M&A; take part in this operation
directly;
Develop high-grade products for VIP customers;
Develop products and services on the bases of advanced
information technology;
Group 633
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3.5. SUGGEST SOME SUPPORTING SOLUTIONS
Toward PVFC Support PVFC Thang Long to resolve fully unpaid
debts
Support the branch with a risk warning system;
Enhance capacity of management according tointernational standard.
Standardize organizational structure following
international practice, which concentrative aims to
customers. Renovate management structure following
international standard.
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CONCLUSION
Within the scale of the thesis with topic, group 6have resolved following issues:
Systematize theoretic issues relating to market development
in financial companies and here is PetroVietnam Finance
Corporation Thang Long branch.
Analyze the situation of developing products and
services, market; assess the condition of business and take
them as bases to expand Ha Noi Western market.
Suggest some solutions to enterprises as well as ideas about
policy aiming to develop Ha Noi Western market in the plan
of PVFC Thang Long.
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Gamba01.X03
Group 6