Choix du sujet de la recherche
In today's market economy, competition plays a crucial role as a driving force for business growth and economic development The outcome of competitive processes will ultimately determine which companies thrive and continue to operate, while others may face bankruptcy and exit the market.
In a competitive environment, businesses must develop strategic plans that leverage existing resources to enhance their market position Consequently, competition drives companies to implement advanced science and technology in their production and management processes, leading to improved product quality For enterprises, competition serves as a catalyst to effectively mobilize resources, thereby enhancing their production capacity.
Viet Thanh Limited Liability Company, specializing in import and export, has made significant strides in the domestic market in recent years During my internship and the writing of this thesis, I observed that the company has developed effective strategies and solutions to enhance its competitiveness, particularly between 2018 and 2020 However, through preliminary research, I identified several limitations faced by businesses, including Viet Thanh, in implementing strategies to boost competitiveness, such as pricing and facilities Consequently, I chose the topic "Enhancing the Competitiveness of Viet Thanh Limited Liability Import and Export Company" for my university thesis My aim is to provide constructive ideas and perspectives on initiatives to improve the company's competitiveness, ultimately proposing solutions that will aid in its market performance and contribute to its business growth.
Situation générale de la recherche
* Aperỗu de la recherche à l’ộtranger
1 Michael A Hitt & R Duane Ireland & Robert E Hoskisson (2006), Concepts of
Strategic Management, Southwest University Press Michael A Hitt & R Duane Ireland
& Robert E Hoskisson ont clarifié les problèmes liés aux facteurs affectant la compétitivité.
In his 1998 work "Competitive Advantage," Michael E Porter systematically outlines the theory of business competitiveness, providing companies with essential methodologies for strategic business management.
3 Michael E Porter (1980), Competitive Strategy, Maison d’édition Jeune et DT Books, Hanọ Michael E Porter propose une exploration complète des principes fondamentaux de l’avantage concurrentiel des entreprises.
Ryzhkova and Prosvirnin (2015) explore the factors influencing business competitiveness in a market economy in their article published in the European Research Review They analyze existing methodologies for assessing corporate competitiveness, identify key evaluation criteria, and propose initiatives aimed at enhancing the overall competitiveness of businesses.
In their 2003 work, "The Concept of Competition," J Fagerberg, D.C Mowery, and R.R Nelson examine the theory of competitiveness, emphasizing the critical role of technological innovation in enhancing competitive levels The study provides a comprehensive analysis of industry competitiveness from a global perspective, focusing on the current state of companies in the services and transportation sectors compared to their market rivals While the methodology is specific and detailed, a notable limitation of the thesis is its insufficient examination of the criteria used to evaluate corporate competitiveness.
* Aperỗu de la recherche au Vietnam
In her 2020 thesis, Nguyen Phuong Thuy systematically examines the general theories surrounding competition and competitiveness in businesses, specifically focusing on the Mechanical and Electrical Refrigeration Joint Stock Company of Thang Long She identifies key influencing factors and outlines the essential components that contribute to the competitiveness of companies in the refrigeration sector.
Vo Hoang Thao Nguyen (2014) proposed solutions to enhance the competitiveness of Daco Greenlight products offered by Dai Thanh Limited Company, which specializes in electromechanical manufacturing and trading This research was part of a graduation thesis at the University of Technology in Ho Chi Minh City.
Chi Minh L’auteur systématise la théorie de la concurrence, analyse les forces et les faiblesses de l’entreprise, puis propose des mesures pour améliorer la compétitivité de l’entreprise.
3 Tong Khanh Ly (2015), Situation et solutions pour améliorer la compétitivité de la société par actions du groupe Dong Thien Phu , mémoire de fin d’études, Université de
Thang Long has conducted a direct comparison of companies and their competitors by analyzing the key components and factors influencing competitiveness This analysis aims to propose effective and efficient solutions to enhance overall competitiveness.
4 Nguyen Thi Hanh (2011), Solutions pour améliorer la compétitivité la société par actions de Le Minh Trung, mémoire de fin d’études, Université de Thuong mai.
The author has examined the current situation of Le Minh Trung's joint-stock company by evaluating its competitiveness in terms of resource sources and market competitiveness Based on this analysis, solutions and recommendations are proposed to enhance the company's competitiveness against its rivals.
In her 2011 thesis, Nguyen Thi Bich Ngoc explores strategies to enhance the competitiveness of Hai Phong's MTV commercial service import-export limited liability company She systematically organizes the theories of competition and competitiveness within a business context Additionally, the author identifies the significance of various criteria that contribute to the overall competitiveness of companies in the market.
Numerous scientific studies, dissertations, and reports have explored various aspects of business competitiveness; however, there is a scarcity of research specifically focused on the competitiveness of companies in the import and export sector This gap highlights the importance of studying this topic for businesses Therefore, I have chosen to investigate the subject: "Enhancing the Competitiveness of Viet Thanh Import and Export Limited Liability Company." This study aims to provide an in-depth analysis of competitiveness and propose solutions that will enable Viet Thanh to make informed decisions in its commercial activities, ultimately improving its market competitiveness.
Objectifs de la recherche
Dans le but de proposer des solutions pour améliorer la compétitivité chez la société à responsabilité limitée de commerce d’import et d’export Viet Thanh Donc, le sujet
“Amélioration de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh” a pour but d’accomplir les tâches suivantes:
- Systématiser les bases théoriques et les enjeux réels, les connaissances liées à sujet de l’amélioration de la compétitivité de l’entreprise.
This article examines the competitive capacity of Viet Thanh, a limited liability company engaged in import and export trade It analyzes the company's achievements and limitations, identifying the underlying causes of these outcomes in comparison to its direct competitors.
- Proposer des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh.
Objet et cadre de la recherche
The primary objective of this research is to analyze the key factors and influences affecting the enhancement of competitiveness for Viet Thanh, a limited liability company engaged in import and export trade.
This article focuses on researching the competitiveness of Viet Thanh Limited Liability Company in the import-export market in Northern Vietnam, particularly in the field of goods importation and exportation.
Données primaires: cette étude est réalisée à partir du 20 septembre jusqu’au 15 octobre 2021.
Données secondaires: cette étude a pris des données au cours de 3 années 2018,
Structure du mémoire
Chapitre 1 Cadre théorique sur la compétitivité et l’amélioration de la compétitivité des entreprises.
Chapitre 2 Situation réelle de la capacité concurrentielle de la société à responsabilité limitée de commerce d’import d’export Viet Thanh.
Chapitre 3 Propositions des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh.
- Systématiser une base théorique sur la compétitivité des sociétés commerciales.
- Analyser la situation actuelle et évaluer les forces, les limites et les causes de la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh.
- Proposer des solutions pour améliorer la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh.
I would like to extend my heartfelt gratitude to my dedicated teachers at the International Training Institute and the Faculty of Business Administration at Thuong Mai University, who enthusiastically supported me in conducting my study on "Enhancing the Competitiveness of Viet Thanh Import and Export Limited Liability Company."
I would like to express my heartfelt gratitude to Ms Nguyen Thi My Nguyet and Ms Le Thuy Duong, my research supervisors They dedicated significant time and enthusiasm to guiding me through the process of completing my university thesis.
I would like to express my gratitude to the board and the departments of Viet Thanh Limited Liability Company for import and export They provided me with the necessary support and resources to conduct research while writing this thesis.
LISTE DES TABLEAUX, DES GRAPHIQUES, DES FIGURES vii
1 Choix du sujet de la recherche 1
2 Situation générale de la recherche 2
4 Objet et cadre de la recherche 4
CHAPITRE 1 CADRE THÉORIQUE SUR LA COMPÉTITIVITÉ ET L’AMÉLIORATION DE LA COMPÉTITIVITÉ DES ENTREPRISES 7
1.1.3 Nécessité d’améliorer la compétitivité des entreprises 8
1.1.3.2 Améliorer la compétitivité pour le développement 9
1.1.3.3 Améliorer la compétitivité pour atteindre les objectifs 9
1.2 Quelques théories sur la compétitivité des entreprises 9
1.2.1 Le modèle de forces réglementaires concurrentielles de M.Porter 9
1.2.2 Les types de stratégies concurrentielles 11
1.3 Modèle et contenu théorique sur l’amélioration de la compétitivité des entreprises 12
1.3.1 Modèle de recherche de la compétitivité des entreprises 12
1.3.2 Contenu de la recherche sur la compétitivité des entreprises 12
1.3.2.2 Développer un ensemble de critères pour évaluer la compétitivité des entreprises 13
1.3.2.3 Évaluer la compétitivité globale des entreprises 16
1.4 Facteurs affectant la compétitivité des entreprises 17 v
1.4.1.1 Facteurs de l’environnement économique 1.4.1.2 Facteurs de l’environnement politique et juridique 1.4.1.3 Facteurs environnementaux de la science et de la technologie 1.4.1.4 Facteurs environnementaux socioculturels 1.4.2 Environnement du secteur 1.4.2.1 Fournisseurs 1.4.2.2 Clients 1.4.2.3 Concurrents
CHAPITRE 2 SITUATION RÉELLE DE LA CAPACITÉ CONCURRENTIELLE DE LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT
2.1 Apperҫu général de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
The establishment and development process of Viet Thanh Import and Export Limited Liability Company involves strategic planning and execution Viet Thanh specializes in various trades, focusing on import and export operations to enhance market reach The company's organizational structure is designed to support its diverse functions and ensure efficient management, reflecting its commitment to growth and professionalism in the industry.
2.1.4 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 –
2.2 Analyse de la situation concurrentielle actuelle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 2.2.1 Situation actuelle des concurrents directs de la société Viet Thanh
2.2.2 Élaboration des critères pour évaluer la compétitivité de la société Viet
Thanh 2.2.3 Compétitivité globale de la société Viet Thanh
2.3 Évaluation de l’influence des facteurs environnementaux sur la compétitivité de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
The macro-environmental factors significantly impact the competitive landscape of Viet Thanh, a limited liability company specializing in import and export Additionally, industry-specific environmental factors further shape the company's strategic positioning Ultimately, a comprehensive analysis reveals key insights into the competitive situation faced by Viet Thanh in the dynamic market.
3.1.1 Réalisations obtenues lors du processus de l’amélioration de la compétitivité de la société Viet Thanh 35
3.1.2 Limites de l’amélioration de la compétitivité de la société Viet Thanh 35
3.1.3 Causes des limites dans le processus de l’amélioration de la compétitivité de la société Viet Thanh 36
3.2 Prévisions, orientation sur la capacité concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 37
3.2.1 Prévisions de l’environnement concurrentiel de la société dans le temps à venir 37
3.2.2 Orientation des activités commerciales de la société Viet Thanh 38
3.3 Propositions des solutions pour améliorer la compétitivi té de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh 39
3.3.1 Développement d’une politique de prix raisonnable 39
3.3.2 Achèvement de la structure des infrastructures physiques et techniques 39
LISTE DES TABLEAUX, DES GRAPHIQUES, DES FIGURES
Tableau 2.2 Résultats commerciaux de la société Viet Thanh au cours de la période 2018 – 2020
Tableau 2.3 Tableau évoquant l’importance des compétitivités de la société
Tableau 2.4 Évaluation générale de la compétitivité de la société à responsabili té limitée de commerce d’import et d’export Viet Thanh en comparaison avec ses concurrents
Graphique 2.3 Graphique illustrant les résultats de l’enquête sur les points de classement des capacités concurrentielles
Schéma 2.1 Organigramme de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
Graphique 1.2 Modèle des 5 forces concurrentielles de M.Porter
Graphique 1.3 Modèle de recherche de la compétitivité des entreprises
1 Choix du sujet de la recherche
In today's market economy, competition plays a crucial role as a driving force for business growth and economic development The outcomes of competitive processes will ultimately determine which companies thrive and continue to operate, while others may face bankruptcy and be removed from the market.
In a competitive environment, businesses must develop strategic plans that leverage existing resources to enhance their market position Consequently, competition drives each commercial entity to adopt advanced science and technology in production and management practices, ultimately improving product quality For companies, competition serves as a catalyst to effectively mobilize resources, thereby enhancing their production capabilities.
Viet Thanh Limited Liability Company specializes in import and export activities and has achieved significant milestones in the domestic market over recent years During my internship and the writing of this thesis, I observed that the company has effectively developed strategies and implemented solutions to enhance its competitiveness, particularly between 2018 and 2020 Preliminary research indicated that many businesses, including Viet Thanh, face limitations in executing strategies to improve competitiveness, such as pricing and infrastructure Therefore, I have chosen the topic "Enhancing the Competitiveness of Viet Thanh Limited Liability Company in Import and Export" for my university thesis My aim is to provide constructive ideas and perspectives on initiatives to boost the company's competitiveness, ultimately contributing to its business performance and growth in the market.
2 Situation générale de la recherche
* Aperỗu de la recherche à l’ộtranger
1 Michael A Hitt & R Duane Ireland & Robert E Hoskisson (2006), Concepts of
Strategic Management, Southwest University Press Michael A Hitt & R Duane Ireland
& Robert E Hoskisson ont clarifié les problèmes liés aux facteurs affectant la compétitivité.
In his 1998 work, "Competitive Advantage," Michael E Porter systematically outlines the theory of business competitiveness, providing companies with essential methodologies for strategic management This framework enables organizations to enhance their competitive edge in the marketplace.
3 Michael E Porter (1980), Competitive Strategy, Maison d’édition Jeune et DT Books, Hanọ Michael E Porter propose une exploration complète des principes fondamentaux de l’avantage concurrentiel des entreprises.
Ryzhkova and Prosvirnin (2015) explore the factors influencing corporate competitiveness in a market economy in their article published in the European Research Review They analyze existing methodologies for assessing business competitiveness, identify key evaluation criteria, and propose hypotheses and initiatives aimed at enhancing overall corporate competitiveness.
In their 2003 study, "The Concept of Competition," J Fagerberg, D.C Mowery, and R.R Nelson examine the theory of competitiveness, emphasizing the critical role of technological innovation in enhancing competitive levels The authors analyze the current state of industries, particularly in the services and transportation sectors, comparing them to market competitors and exploring viable solutions Their methodology is specific and detailed; however, a notable limitation of the study is the insufficient analysis of the criteria used to evaluate corporate competitiveness.
* Aperỗu de la recherche au Vietnam
In her 2020 thesis, Nguyen Phuong Thuy explores strategies to enhance the competitiveness of Thang Long Mechanical and Electrical Refrigeration Joint Stock Company She systematically organizes general theories and clarifies the concepts of competition and corporate competitiveness Additionally, she identifies influential factors and highlights the key components that contribute to the competitiveness of companies within the refrigeration engineering sector.
In her 2014 thesis, Vo Hoang Thao Nguyen explores strategies to enhance the competitiveness of Daco Greenlight products manufactured by Dai Thanh Electromechanical Manufacturing and Trading Limited Company The research was conducted at the University of Technology in Ho Chi Minh City, focusing on innovative solutions to improve market positioning and product performance.
Chi Minh L’auteur systématise la théorie de la concurrence, analyse les forces et les faiblesses de l’entreprise, puis propose des mesures pour améliorer la compétitivité de l’entreprise.
3 Tong Khanh Ly (2015), Situation et solutions pour améliorer la compétitivité de la société par actions du groupe Dong Thien Phu , mémoire de fin d’études, Université de
Thang Long directly compares companies with their competitors by analyzing the key components and factors influencing competitiveness This approach aims to propose effective and efficient solutions for enhancing competitive advantage.
4 Nguyen Thi Hanh (2011), Solutions pour améliorer la compétitivité la société par actions de Le Minh Trung, mémoire de fin d’études, Université de Thuong mai.
The author has evaluated the current status of Le Minh Trung's joint-stock company by examining the competitiveness of its resources and market position Based on this analysis, the article offers solutions and recommendations aimed at enhancing the company's competitiveness in relation to its rivals.
CADRE THÉORIQUE SUR LA COMPÉTITIVITÉ ET L’AMÉLIORATION DE LA COMPÉTITIVITÉ DES ENTREPRISES
Les concepts de base
La concurrence est devenue un concept familier dans tous les domaines et constitue une préoccupation majeure sur le marché des entreprises.
D’un point de vue économique, la “ concurrence ” est plus clairement définie dans le dictionnaire et dans les théories de la relativité des économistes tels que:
Selon Samuelson (1948): “La concurrence est une rivalité entre des entreprises qui se font concurrence pour des clients”.
Selon Adam Smith (1770): “La concurrence peut réduire les cỏts et les prix des produits, faisant ainsi bénéficier la société dans son ensemble d ’une productivité accrue des entreprises”.
Selon Michael Porter (1980): “La concurrence, c’est gagner des parts de marché.
The essence of competition lies in the pursuit of profit, specifically aiming for returns that exceed the average profit achieved by a company This competitive process results in a widespread distribution of profits within the industry, fostering significant improvements that ultimately lead to a potential decrease in prices.
Selon Marx (1978): “La concurrence est une rivalité, une lutte acharnée entre capitalistes pour conquérir des conditions favorables à la production et à la consommation de biens afin d’attirer des profits excédentaires”.
D’après les définitions ci-dessus, on peut comprendre : La concurrence est la concurrence entre les entités commerciales sur le marché pour attirer et attirer des clients.
Competition is an essential aspect of economic activities and serves as a driving force for enhancing production and commercial endeavors within market mechanisms It plays a crucial role in identifying and offering solutions and recommendations to partially dominate the market while improving overall competitiveness.
Actuellement, pour le concept de compétitivité, chaque document à des approches différentes et n’est toujours pas compris de manière unifiée.
According to authors Nguyen Hoang Long and Nguyen Hoang Viet (2015), capacity refers to the ability to utilize resources that have been intentionally linked within the operational areas of a business to achieve desired objectives.
According to Michael Porter (2013), a company's competitiveness is defined by its ability to dominate the market for similar or substitute products A high capacity to win and maintain market dominance indicates strong competitiveness Porter emphasizes that competitiveness extends beyond direct competitors to include potential rivals and substitute products as well.
Selon Vu Trong Lam (2006) : “La compétitivité d’une entreprise est la capacité de créer, de maintenir, d’utiliser et de créer de nouveaux avantages concurrentiels d ’une entreprise”.
Competitiveness involves the effective use and control of a company's resources to capitalize on business environment opportunities By creating superior products and services that meet customer needs, businesses can achieve their commercial objectives, including increased profits, revenue, and market share.
1.1.3 Nécessité d’améliorer la compétitivité des entreprises
1.1.3.1 Améliorer la compétitivité pour survivre
With economic growth and WTO membership, competition has intensified, compelling businesses to exert greater efforts to survive and secure their market position To thrive in such a challenging environment, companies must enhance their operations, capitalize on opportunities, overcome limitations, and promote their achievements to elevate their performance Improving corporate competitiveness is essential for the existence and sustainability of the market.
1.1.3.2 Améliorer la compétitivité pour le développement
Competition serves as a powerful catalyst for enhancing the production and availability of goods and services A larger supply leads to stricter demand, enabling competition to weed out inefficient companies while promoting the growth of successful ones This dynamic encourages businesses to continuously seek solutions and improve their offerings to better meet customer needs Given the ever-fluctuating market demand, companies must strive to balance high quality with reasonable pricing to attract and retain customers effectively.
1.1.3.3 Améliorer la compétitivité pour atteindre les objectifs
Every business, regardless of size, has specific objectives, with each stage presenting a unique goal Profit remains the primary concern, making competition essential for companies to assess their own capabilities alongside those of their rivals, identifying market gaps By effectively managing and enhancing their competitiveness, businesses can more easily achieve their objectives.
Quelques théories sur la compétitivité des entreprises
1.2.1 Le modèle de forces réglementaires concurrentielles de M.Porter
Selon Michael E.Porter, chaque secteur d’activité est affecté par 5 forces concurrentielles.
Graphique 1.2 Modèle des 5 forces concurrentielles de M.Porter
(Source : Michael Porter, “Stratégies concurrentielles”, 1980)
- Concurrence entre les concurrents du secteur
Every industry faces competition, which is a key aspect of competitive analysis This competition manifests through pricing, product quantity, market share, and innovation among businesses operating in the same market As competitors become increasingly numerous, it is essential for companies to exercise timely discernment to maintain their competitive edge.
- Pouvoir de négociation des fournisseurs
Suppliers can significantly influence or threaten manufacturers due to the importance of the product or fluctuations in its cost that manufacturers must accept When companies cannot utilize domestic raw materials, international suppliers gain even more leverage Although competition among suppliers allows businesses to select the best option, the limited bargaining power of suppliers remains minimal Therefore, companies must adopt a flexible and proactive approach to retain control over supplier negotiations.
- Menaces des produits de substitution
When the price of a current product rises, customers often turn to substitute products Competitors introduce alternatives that offer incentives related to both service and pricing Unique features of the original product may be replaced by distinctive attributes of the substitute that excite customers and fulfill hidden needs The greater the similarity between the company's product and the substitute, the higher the threat to the business.
Potential competitors are those who have not yet entered the industry, but they pose a significant threat to existing businesses if they choose to enter the market The emergence of potential competitors can lead to substantial losses for established companies.
- Pouvoir de négociation de l’acheteur
Customers have the right to negotiate with businesses by advocating for lower prices, reducing the quantity of goods purchased, or imposing quality requirements If companies fail to understand market demand trends, they risk creating opportunities for competitors to introduce niche products that better align with customer preferences.
1.2.2 Les types de stratégies concurrentielles
This strategy focuses on a specific market segment while providing the lowest possible prices Companies aiming for high profits from low costs and minimizing the entry of substitute products require large-scale production, inexpensive raw materials, efficient management, and effective distribution of their products.
Differentiation is the unique appeal that helps businesses attract customers more effectively When a company identifies a distinctive attribute or characteristic of its product or service, it gains a competitive edge in the market.
Businesses should focus on a specific market segment and target a defined group of customers rather than trying to appeal to multiple customer groups By developing unique and distinctive features, companies can more effectively attract clients This strategy is essential for meeting consumer needs and enhancing brand awareness.
Modèle et contenu théorique sur l’amélioration de la compétitivité des entreprises
1.3.1 Modèle de recherche de la compétitivité des entreprises
Graphique 1.3 Modèle de recherche de la compétitivité des entreprises
(Source : documentation) 1.3.2 Contenu de la recherche sur la compétitivité des entreprises
Direct competitors are businesses that offer similar products or services within the same geographic area, targeting the same audience and addressing the same needs Competitors are essential in the business landscape, with variations in their strength and number Direct competitors enhance the competitive environment, and to succeed, companies must understand both the market and their rivals to develop effective strategies and preventive plans.
Both parties target the same market and customer group with the shared goal of increasing profits and market share Therefore, it is essential to understand and analyze direct competitors to identify differences, drive innovation, and attract customers.
Identifier les concurrents directs à travers des aspects tels que:
A market study should encompass the company's products and services aimed at customers and markets, while also analyzing how competing businesses sell and deliver similar offerings.
- Recueillir les avis clients: Par le biais d’entretiens, d’enquêtes auprès de clients fidèles, recueillir des avis pour comprendre leurs besoins, répondre rapidement par rapport aux concurrents.
To gather insights about potential clients interested in HR software, explore online forums and communities, particularly on platforms like Facebook Engaging with these groups can provide valuable information about customer preferences and needs related to HR solutions Additionally, consider searching for other relevant forums and target customer groups to enhance your understanding of the market.
1.3.2.2 Développer un ensemble de critères pour évaluer la compétitivité des entreprises
Based on the foundational criteria of competitiveness, a comprehensive set of criteria is established, which encompasses two primary sources of competence: source competitiveness and marketing competitiveness.
- Compétitivité des ressources des entreprises:
Finance is essential for conducting business activities, serving as the foundational requirement for all production and commercial endeavors Every investment, purchase, or distribution must consider the company's financial potential The size of equity capital is determined by the company's accumulation over its operational period When a company operates efficiently, it generates substantial annual profits, allowing for reinvestment in production and an increase in equity capital Companies with significant capital demonstrate financial independence, gaining the trust of suppliers and customers A strong financial source from the outset provides businesses with a favorable position in their commercial activities In addition to utilizing their own capital, companies can also mobilize funds from various sources to meet their capital needs for production and business operations.
Managers play a crucial role in business development by fostering a positive work environment and motivating employees to contribute effectively Skilled leaders provide guidance that promotes collective growth, enhances productivity, and encourages teamwork, ultimately driving the organization towards success.
In business, people are the most crucial factor for success, as human resources play a decisive role in gaining a competitive advantage For commercial enterprises, the effectiveness of customer service delivery hinges on the quality of human resources A well-structured human resource framework serves as a benchmark for assessing whether the quality of human resources is high or low, ultimately influencing the company's competitiveness.
Facilities encompass all the equipment, machinery, workshops, and warehouses of a company, playing a crucial role in labor productivity and competitiveness When businesses invest in quality facilities, they are able to produce high-quality products These installations reflect the human-created productive forces and signify the extent to which humanity has harnessed natural resources over time Additionally, modern and well-maintained facilities indicate the development and growth of a company.
Research and development are crucial for businesses, driving investment and exploration in new technologies that enhance growth Through research, companies can discover innovative products and services that meet customer needs and preferences Staying ahead of the competition requires constant innovation to anticipate trends and market demands.
The attributes of a product, including its characteristics and measurable value, play a crucial role in meeting human needs It is essential that this alignment addresses three key performance aspects: quality, price, and speed To remain competitive, companies must continuously enhance product quality and innovate their offerings.
The primary goal of a business is to generate profit, making pricing strategies a critical focus for managers in marketing The price represents the agreed amount between buyer and seller for a specific product, influenced by factors such as production costs, selling expenses, supply and demand dynamics, market competition, and government regulations Each company selects its pricing policy based on various circumstances and stages, positioning price as a competitive tool in product marketing.
An intermediary point facilitates the delivery of products from the manufacturer to the end customer, either directly or through a distribution network This distribution network is crucial as it directly impacts the company’s ability to sell products, influences marketing strategies, and helps businesses establish a competitive advantage.
A well-established distribution network can significantly enhance a company's market share while providing valuable customer insights and feedback Businesses can utilize various types of distribution channels, including direct, indirect, and mixed channels The selection of a distribution channel directly influences the ability to consume products and maintain or improve competitiveness Building an effective distribution channel can take years, making it crucial for companies to thoroughly research and select the appropriate distribution type for their needs.
+ Activités de publicité et de promotion des ventes
In the current era of Industry 4.0, advertising and sales promotions have become the most effective strategies for dominating the market and enhancing the competitiveness of a company's products and services Through targeted advertising and promotional efforts, businesses can efficiently reach their customers and potential markets, while also attracting clients from their competitors.
Facteurs affectant la compétitivité des entreprises 17 v
The economic environment encompasses the characteristics of the economic system in which businesses, particularly production and commercial enterprises, operate This factor significantly influences companies and plays a crucial role in their business environment.
Economic factors include the growth rate of the economy, interest rates, exchange rates, inflation rates, and taxation A stable economy fosters growth, enabling businesses to expand, increase profits, attract investments, and create opportunities in a highly competitive environment.
1.4.1.2 Facteurs de l’environnement politique et juridique
In general, politics and law are closely linked to the economy; political instability often leads to economic instability and vice versa A stable political environment and a clear legal system foster a favorable setting for long-term business activities, providing a foundation for convenience and equality among companies engaged in effective competition Laws directly influence the operations of every business within the economy For companies involved in import-export activities, special attention must be given to the laws of different countries, as variations can pose significant challenges for businesses.
1.4.1.3 Facteurs environnementaux de la science et de la technologie
In the context of global economic integration and rapid scientific advancement, technology has emerged as a crucial factor for business competitiveness The development of new sciences and technologies significantly influences product pricing, characteristics, and company positioning The more advanced the technology, the greater its impact on a company's competitive standing in the market, as most products and goods created today are closely linked to scientific and technological achievements.
The sociocultural environment encompasses life perspectives, lifestyles, beliefs, habits, cultural levels, customs, gender, and national identity It influences the needs, purchasing capacity, and payment levels of target customer groups Cultural qualifications impact the quality of human resources By understanding and analyzing these factors, businesses can develop tailored commercial strategies that align with the unique culture and customs of each region.
The supplier is the source of all inputs in the production process, and their activities significantly influence product quantity Supplier pressure on businesses is crucial, as some suppliers may hold a monopoly that can dominate company operations Consequently, any change in suppliers directly impacts the company's business activities, ultimately affecting its competitiveness.
Customers are the primary focus for any business's existence, as their success or failure directly impacts the company To maintain a strong market presence, businesses must effectively meet customer needs The size of the customer base influences the overall market size, and customer trust can be a company's most valuable asset, stemming from their satisfaction with products Therefore, it is essential for businesses to continually seek ways to better address customer preferences and requirements.
Actuellement, dans les affaires, il ne suffit pas aux entreprises de comprendre uniquement leurs clients, mais de comprendre leurs concurrents pour pouvoir planifier des stratégies commerciales et concurrentielles efficaces.
For companies involved in import and export activities, competing against direct domestic rivals is just the beginning; they must also contend with the emergence of numerous potential competitors To effectively compete, businesses need to analyze the strengths and weaknesses of their rivals, enabling them to develop sound business strategies.
CHAPITRE 2 SITUATION RÉELLE DE LA CAPACITÉ CONCURRENTIELLE
DE LA SOCIÉTÉ À RESPONSABILITÉ LIMITÉE DE COMMERCE D’IMPORT
ET D’EXPORT VIET THANH 2.1 Apperҫu général de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
2.1.1 Processus de création et de développement de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
Viet Thanh Import and Export Limited Liability Company, founded in 2010 by its legal representative Mr Nguyen Minh Hien, serves as the director of the company Based in Hanoi, Viet Thanh specializes in the buying and selling of goods, as well as national and international transportation services.
The company is dedicated to enhancing the quality of door-to-door transport services, transshipment, and multimodal transportation for bulk goods, aiming to deliver maximum commercial efficiency to both national and international clients.
Since 2017, the company has been actively involved in the importation of coal for businesses and large coal processing enterprises serving thermal power plants To date, the company has successfully conducted large-scale coal transportation in the Duyen Hai and Vinh Tan regions.
Le 15 octobre 2018, la société a signé un contrat de transport de charbon avec des clients de la Northeast Defence Corporation par des navires d’un tonnage d’environ 1000 DWT à 1500 DWT pour fournir du charbon du terminal KM6 à Pha Lai et d’autres emplacements.
In early October 2021, Viet Thanh Company and Northeastern Corporation, part of the Ministry of National Defense, successfully signed a coal transportation contract valued at 100,000 tons, destined for northern provinces of Vietnam such as Hai Duong and Bac Giang This coal transportation plan aims to meet the current demands of thermal power plants and prepare for the Thai Binh 1 and Thai Binh 2 power plants, which are being developed by Vietnam Electricity Group as the investors.
The company owns and operates over 20 vessels with a tonnage ranging from 2,000 to 20,000 DWT, providing and leasing ships to meet the demand for imported coal, utilizing mother ships with capacities of up to 50,000 DWT stationed in Vietnam As a specialized inland transportation service provider, the company has rapidly grown to become one of the leading firms in the production and trade of mineral resources and inland transportation services in Vietnam.
2.1.2 Les métiers de la société Viet Thanh
- La société se concentre sur trois principaux domaines d’activité suivants:
+ Société minéraux miniers, combustibles: métaux, non-métaux, alliages, charbon, tourbe
We supply raw materials to large production factories that have not undergone pre-engineering processes, including treated resources such as iron ore, coal, titanium, and steel billets.
+ Fourniture de services de mandat d’importation, de transport de marchandises.
- Les principaux services de la société sont:
+ Importations: charbon, pétrole, pierre, fer et acier, minerai de fer et service de consignation d’importation
+ Extraction et traitement des minéraux
2.1.3 Organigramme de la société Viet Thanh
La société Viet Thanh a un modèle d’organisation et fonctionne conformément à l’article 73 de la loi sur la société de 2014.
M Nguyen Minh Hien, directeur de la société Viet Thanh sera le représentant de la société pour exercer les droits et les obligations de la société.
Schéma 2.1 : Organigramme de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
(Source : Département d’aministration et des ressources humaines de la société Viet
Prévisions, orientation sur la capacité concurrentielle de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
responsabilité limitée de commerce d’import et d’export Viet Thanh
3.2.1 Prévisions de l’environnement concurrentiel de la société dans le temps à venir
The global market is increasingly integrating and becoming more flexible, particularly following Vietnam's accession to the WTO, which has enabled Vietnamese companies to transform, especially in the import-export sector With a growing population and improved living standards, consumer demand for high-quality products is a significant driver of growth in this sector Additionally, the rise in consumer income and urbanization are essential prerequisites for this expansion Forecasts indicate that the purchasing power in northern regions will increase by 20-25% per year, while southern regions may see an even higher growth of 30-40% annually.
Generally, raw material imports for production tend to rise at the beginning of the year and decline in the second half, while exports peak during the latter period However, the fourth wave of the Covid-19 pandemic has negatively impacted import and export activities in many regions, particularly in major raw material production areas like Bac Giang, Bac Ninh, Hanoi, and Ho Chi Minh City As a result, companies must strive to enhance their competitiveness and adaptability to navigate challenges and proactively shift their business strategies to effectively seize opportunities in the new context.
Capturing the latest consumer trends and addressing the demand for improved living standards, especially in urban areas, presents a significant opportunity for Viet Thanh to enhance profitability through effective market development strategies.
3.2.2 Orientation des activités commerciales de la société Viet Thanh
Once the objective of becoming a leading import-export company in Vietnam is established, Viet Thanh must enhance its competitiveness to effectively integrate into the regional economy This involves ensuring product quality and bolstering its reputation To achieve this, the company should capitalize on opportunities, overcome challenges, and focus on addressing internal issues to strengthen its competitive advantage.
The company should focus on implementing market penetration and development strategies, particularly targeting the Northern market to increase its market share Additionally, it will continue to engage in new projects related to the supply of imported coal to businesses, especially large coal processing companies, to supply thermal power plants.
Special attention should be given to the recruitment and training of a skilled workforce with relevant experience Additionally, there are plans to purchase and invest in more modern equipment to better serve the community.
The company should focus on product development, quality enhancement, and service innovation through integration, competition, and collaboration By nurturing relationships with clients and merging traditional markets, it can drive customer growth and explore new market opportunities to establish a stable supply of goods Additionally, the company will prioritize improving product quality and gradually enhancing brand value.
Propositions des solutions pour améliorer la compétitivi té de la société à responsabilité limitée de commerce d’import et d’export Viet Thanh
3.3.1 Développement d’une politique de prix raisonnable
In recent years, the company has struggled to achieve favorable results in its business activities, primarily due to the improper management of expenses, leading to high costs relative to generated revenue To enhance product competitiveness, it is essential to develop effective strategies for establishing reasonable pricing policies tailored to different customer segments.
The company should focus on reducing raw material costs by seeking additional suppliers to secure competitive pricing while ensuring consistent quality Collaborating with a wider range of suppliers will provide more options for sourcing raw materials.
To minimize inventory costs, the company should import goods based on customer orders, ensuring that imported items are sold out and reducing the amount of stock to hold Additionally, the company must plan efficient transportation to lower shipping expenses and other related costs, particularly indirect costs such as warehousing and handling fees.
The company should enhance its training programs to improve employee knowledge and management skills, while also refining its organizational structure to enable optimal performance Additionally, it should boost labor productivity by implementing measures such as upgrading technical machinery and recruiting, training, and developing employees for better job adaptation Furthermore, improving production efficiency and business activities will help reduce output costs, ultimately fostering greater competitiveness for the company.
3.3.2 Achèvement de la structure des infrastructures physiques et techniques
The continuous advancement of technology plays a crucial role in enhancing the technical facilities of society, with various factors to consider Scientific and technological progress drives socio-economic development, making technological innovation an essential element that governs the existence and growth of society.
The costs associated with waterways are significantly lower than those of road transport Therefore, the company should enhance the maintenance and upkeep of its equipment and timely replace spare parts for vessels to ensure the selection of the most suitable shipping method.
The company should invest in modern machinery and equipment that aligns with its financial capacity, focusing on options with short amortization periods and low maintenance costs to ensure a quick recovery and stable, high-yield production Given the company's modest financial resources, it can consider purchasing machinery and technology through deferred payments, installment plans, or extended payment periods Additionally, while the company currently utilizes a significant number of trucks for material transport, it should expand its fleet by investing in container trucks and tankers to lower transportation costs, as these vehicles are capable of handling bulk goods efficiently.
Promoting equipment maintenance and the prompt replacement of spare parts is essential for ensuring longevity, reducing energy losses during operation, and maintaining quality performance This approach minimizes production interruptions and enhances product quality Additionally, the costs associated with waterways are significantly lower than those of road transport, making it crucial for companies to prioritize timely inspections of vessels to select the most suitable transportation mode.
The company should prioritize the active deployment of IT applications while enhancing the software content of its website This includes creating multiple language versions, such as English, French, and Chinese, to ensure international customers can easily access and select the company's products Additionally, it is essential to improve internet utilization for production and business activities by regularly researching market and customer needs online, enabling the company to quickly implement suitable policies and effectively promote its product brand.
Investing in the modernization of machinery and equipment is crucial for enhancing product quality and increasing production capacity Outdated installations can lead to production interruptions and workforce losses, negatively impacting both the quality and volume of consumed products Therefore, upgrading these systems is an urgent necessity for companies to remain competitive in today's market.
During my internship and research at Viet Thanh Limited Company, which specializes in import and export trade, I observed that businesses in the market economy face numerous challenges due to increasingly fierce competition, especially amid the current pandemic To survive and thrive in this competitive landscape, Viet Thanh must enhance its high-quality management system Furthermore, the company should focus more on activities aimed at improving its competitiveness, which is crucial for competing effectively with other market players.
During my research at Viet Thanh Import and Export Limited Liability Company, I gained valuable practical and professional knowledge in business administration within a production and trading environment This experience has been instrumental as I approach the final stage of my university studies, which involves an internship and thesis writing Additionally, I conducted in-depth research on enhancing the company's competitiveness and provided suggestions and proposals to Viet Thanh Import and Export Limited Liability Company on this matter.
I have successfully completed my thesis on the topic: "Enhancing the Competitiveness of Viet Thanh Limited Liability Import and Export Trading Company." I would like to extend my heartfelt gratitude to Ms Nguyen Thi My Nguyet and Ms Le Thuy Duong for their invaluable guidance and enthusiastic support throughout the writing process Additionally, I sincerely thank the board of directors, management, and all employees of Viet Thanh Limited Liability Import and Export Trading Company for their unwavering support, which enabled me to conduct this study effectively.
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