khái niệm về chiến lược kinh doanh – tính thiết yếu của các doanh nghiệp e

Khái niệm về Chiến lược kinh doanh – Tính thiết yếu của các Doanh nghiệp

Strategies is very important but a lot of company still don’t build it, on your opinion,
why? How is going on if a company hasn’t not strategy. For example?

Preface
Business strategy is of paramount importance to the survival and development of
enterprises. Business strategy set big goals, which need to mobilize appropriate
resources including short and long term to achieve the target. Strategic management
process helps organizations clearly see its purpose and direction. It makes for
administrators to consider and determine whether the organization in any direction and
when they reach certain locations. Realize the desired results and purpose in the future
to help administrators and staff understand what to do to achieve success. So will
encourage both objects on achieving short-term performance, in order to better
improve the organization's long-term interests.
Environmental conditions faced by organizations are always changing. Rapid
changes often create unexpected opportunities and risks. Use strategic management
helps managers to the opportunities and risks in the future. Although the planning
process does not preclude the administration expected or anticipated future
environmental conditions. Meanwhile, the process of strategic management forcing
administrators to analyze and forecast the environmental conditions in the near future
as well as in the distant future. So clearly the future environment that administrators


have the ability to grasp good opportunities, take advantage of opportunities and reduce
risks related to environmental conditions.
Thanks to the process of strategic management, business will be associated with the set
of decisions related to environmental conditions. Due to the volatility and complexity
of the business environment growing more and try to win the active or passive attacks.
The decision is an effort to predict the environmental conditions and then the impact or
change forecasts that achieve business objectives. Decision passive attack is forecast

future environmental conditions and adopt measures to optimize the position of
enterprises in the environment by avoiding the problems anticipated and prepared more
to do with the opportunity to find the museum.
Most research shows that companies use strategic management is to achieve
better results than companies that do not use strategic management. Strategic
Management helps enterprises face serious problems and increase the company's
ability to take advantage of opportunities in the environment as they occur.
CONCEPT OF BUSINESS STRATEGY
Business Strategy is the direction of the business, it specifies the types of products and
services that make business, size of business, resources, production, profitability and
business prospectscareer.
Strategy:
• Tagets which companies try to reach the long-term (direction)
• The enterprises must compete in the market and what kind of activities does
business in that market (market, size)?


• How will enterprises to operate better than the competitors on the market
(advantage)?
• What resources (skills, assets, finance, relationships, technical competence,
and facilities) are required to be able to compete (resources)?
• The external environmental factors affecting the competitiveness of the
business (environment)?
• What are the values and expectations of those who have power inside and
outside the business need is (the capital contribution)?
Level of strategy in business
In any organization, the strategy will be available at several different levels - ranging
from the entire business (or a business group) to each of the people working in it.
Business Strategy related to the overall objectives and scope of the business to meet the
expectations of business partner. This is an important level because it is heavily

influenced by investors in the enterprise and at the same time it also guides the process
of strategic decision-making throughout the enterprise. Regular business strategy is
clearly presented in the "mission statement".
Business strategy - more related to how a successful business can compete on a market
basis. It involves strategic relatives on the selection of products to meet customer needs
and gain competitive advantage over competitors, exploiting and creating new
opportunities etc.. Operational strategies - related to each department in the enterprise
will be held as to how to implement the strategic direction at the corporate level and
each department in the enterprise. Therefore, the operational strategy focuses on issues
of resources, processes and people, etc.


How to control strategy? – Strategy Management
In the broadest sense, strategic management is the process of implementing "strategic
decisions" - that is the decision to answer the questions above. In fact, the complete
process of strategic management consists of three parts are described in the following
chart:
Strategy analysis
Strategic analysis is the analysis of the strong position of the business and understand
the important external factors that can affect the position. The process of strategic
analysis can be assisted by a number of tools including: PEST Analysis - understand
technical environment in which businesses are operating. Planning includes many
options and technical options built many different scenarios may occur in the future for
the business. 5 forces analysis techniques to determine the force can affect the level of
competition in an industry.
Segmentation - search techniques to identify the similarities and differences between
groups of customers or users. Matrix-oriented policy-technical summary of the
competitive advantage of a business on the specific market. Competitor analysis - a
series of techniques and analysis to find out the overall competitive position of the
business. Analysis of key success factors - techniques to identify areas where a

business need to do better in order to compete successfully.
SWOT analysis model - a brief technical useful to summarize the key issues from the
environmental assessment of the impact of the external environment for enterprises.


Choose Strategy
This process involves understanding the nature of the expectations of the capital
contribution (the "basic principles") to identify strategic options, then evaluating and
selecting strategic options.
Develop strategy
This is the most difficult step. When a strategy has been parsing and selected the
mission then is the move it to actions in organization

WHY DO COMPANY MUST BUILD STRATEGY
Business strategy is necessary and determines the success of business. Oriented
business strategy to create, motivate and reasonable allocation of resources to achieve
the goal set by the corporate management. Business strategy is understood as a unified
comprehensive integrated plan of the enterprise. It gives the trends in the long run,
confirming the major objectives of the business, outlining the key resources of the
business and suggest ways to deal with the changing business uncertainties often
encountered in the competitive environment. Business strategy to ensure focus on the
entire organization. Employees want to know they are working towards the larger goal
and their actions contribute to how these objectives, enterprise customers want to know
what to do and where to do business with your business documents show it is a strong
and reliable partner in the long term, the partners want to know they fit with the
enterprise system at the point, and the entire organization need to work together toward
the goal general to optimize business operations.


Benefit from building business strategy:

• Provide the opportunity to look at the future of the business but it is opposed to the
current operation on the date of the business or review past performance of the
business. In general, we do not spend enough time thinking about the future of the
business because we are bogged down in the daily activities. This process will ensure
you take the time to do it.
• Focus organized around important business activities.
• Communicate to all stakeholders know where to go to business, focus on what and
where the resources will be allocated.
• Create a mechanism for securing funding and approval for initiatives to support
business strategy.
• Provide a framework for the detailed business planning across all business units and
departments within the organization.
• Create conditions for the necessary changes in the organization.
• The rapidly changing business environment and creating opportunities as well as risks
and future business strategy will help businesses take advantage of good opportunities
and reduce risks related to the business environment truog . Business strategy helps
businesses better prepared to cope with and master the movements of the market.


Nhiều doanh nghiệp vẫn không xây dựng chiến lược cho mình bởi rất nhiều lý do
khác nhau. Chẳng hạn:
A lot of company do not build business strategy because there are a lot of diffirent
reason, such as:
- Thinking of leadership tenure, and short-term goals like creating new things, breaking
the old mark;
- There is no complete information on policies, laws and regulations and policies of the
State of Vietnam constantly change and adjust, inconsistent, non-transparent
information;
The rapid change difficult market analysis and assessment, not to collect and analyze
information objectively and accurately.

- Leaders too engrossed with daily work
- Do not know what the strategy is
- No capacity building strategy
- Do not have the resources to implement the strategy
- Business subjective advantage and think that no strategy can succeed.
- Not only do business foresight to grab shock
- Small scale, there is no clear direction
- To work in a flexible manner
- Seeing many competitors do not do so see no need to do


The company avoided the strategic choice for many reasons. Common sense in a
competitive industry often have strong similarities. Some managers mistake of
"customer focus" which means they must serve all the needs of clients, to meet all
requirements from distribution channels. Others cited the desire to maintain flexibility.
Many reasons to explain this:
First, the threat from outside a company because of the rapid development of
technology and / or the behavior of the competitors. The company does not have time
to think about a long-term strategy.
Second, the strategic threat to come from within. A strategy ruined by a false view of
competition, by the failure of the organization, and the desire to grow. Some managers
want to do the same as their competitors. They resist any change or oppose any longterm strategy that they need company. They are motivated by short-term results that
can enhance corporate image in finding investors and financing banks.
Other managers, will think twice about growth and fast as their competitors, but do not
know that their competitors already on the market long before them. Expansion, which
is the motto of today's managers.
The pursuit of operational efficiency is a trap. Managers under increasing pressure to
create the performance improvement can be measured and tangible. Caught up in the
race performance, many managers simply do not understand the need to have a
strategy.

If a company hasn’t business strategy, it must be meet unexpected result


The business strategy will not do business easily distracted, disoriented. Business
leaders will conduct business in term thinking, ease-mindedness to break out the old to
make a personal imprint.
Suppose that we have discovered a new process could revolutionize the business
activities of the enterprise. Assuming that this process allows us to do more with fewer
resources and allow us to attract all stakeholders effectively. Assuming that this process
holds promise for the future of the business.
That meant we could simply use the process or plan to use an effective process?
If you decide to use a simple process without the need to plan for the use it is able to
achieve the potential it creates is very small and can not achieve anything. It would be
like driving without a map, start a journey with no destination in mind or the route is
determined to get to where we want to go. Even if that is where you want to but do not
have a plan we will be do not know where to go.
In Vietnam, there are literally hundreds of thousands of businesses and operations each
year nghàn of the new business was born but of which often have very little business
survival and sustainable development, and a lot of them did not can stay on the market.
The cause of this is due to the managers do not focus on identifying specific business
steps into the future ahead.
Among the typical business success thanks to good strategy can be seen as Trung
Nguyen Coffee, FPT Corporation or corporation Viettel telecommunications. This
business has been very successful in the domestic market and foreign market gradually
expanding. These businesses are the steps very clearly and firmly.


In addition to business success through good strategy many businesses actually were at
a standstill, especially during the last two years a lot of business in the real estate or
stock bust , this is the result of the process of strategic investment not. Recently, for

example in the field of fisheries is Peace Company, based in Can Tho, very typical for
the lack of strategy in business investment, the investment spread, no principle has led
debt to the wife and bust. Or maybe state corporations such as Vietnam Shipbuilding
Industry Corporation - Vinashin, the Vietnam Maritime Corporation - Vinalines, the
cause is generally no clear business strategy, consistent development of multi- industry
by seeing immediate boon (investment in the field of real estate, finance, etc.). If this
business is business strategy clearly and consistently, they will not fall into the
investment into risky areas such as real estate, finance, banking, ... although can bring
high profits at the time of investment, but will not be sustainable and will make these
businesses reduce resources for their main business field strengths. And the fact that
when businesses do not have business strategy or fail to comply with the proposed
strategy is likely to lead to collapse or failure when adverse market fluctuation.

CONCULUSION
In fact, many businesses, especially small and medium enterprises, very little attention
to strategic issues, not even determine your own strategy. The basic reason is because it
is not aware of the role of strategy. The problem is not only big business need to have a
strategy and small businesses do not. We have ascertained that any organizations,
businesses will need to have a strategy. The presence of formal strategy in business is
no longer desirable or not a basic strategy that it depends on the awareness of the role


of strategy as well as scientific knowledge about the strategy of the business
management.
Strategies need to focus their efforts and enhance business links activities. Without
strategy, now just a collection of individuals, each person will carry out the work and
executing the task in its own way. But the basics of the organization is handling the job
of a team and how to link individual performance strategy. On the basis of the
orientation set, a reasonable policy for a business is to determine what each member of
the organization need to do and how they work in combination to achieve the best

performance.

Refference
1.

Tài liệu bài giảng môn quản trị chiến lược – PGS.TS Vũ Thành Hưng, Trường
ĐHKTQD;

2.

Accroding to www.SAGA.vn - AuWa | Theo Doanhnhan360.