phân tích chiến lược kinh doanh của công ty cổ phần thế giới số trần anh đối với nhóm mặt hàng đồ điện gia dụng e

Phân tích chiến lược kinh doanh của Công ty Cổ phần thế
giới số Trần Anh đối với nhóm mặt hàng đồ điện gia dụng

Analyze business strategy of TRANANH DIGITAL
WORLD, JSC for household electrical goods.

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TABLE OFCONTENT

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INTRODUCTION
Vietnam is currently in the stage of economic integration into the region and
the world. This, gave Vietnam enterprises more favorable towards development. In the
business environment, the next evolving development opportunities, it also put
pressure on Vietnam businesses to survive and grow, they must have the business
strategy consistent with the actual situation. Over the years and currently Tran Anh
Digital World, JSC is one of the retail stores in leading electronics Hanoi capital and
Hai Phong City specializing in the distribution of goods such as electronics, electricity
refrigeration, home appliances, digital, mobile phone, computer, ....
However, with competition from other centers electronics such as: Top Care,
HC, Nguyen Kim, and a series of new centers electronics open as Co-opmart, Ideas,
Best ... in Hanoi, Hai Phong, and the potential of joining the World Trade
Organization (WTO ) of Vietnam is imminent, this would facilitate the participation of
foreign companies. Therefore, Tran Anh will deal with competition more fierce. This
suggests Tran Anh Digital World, JSC, if they want to keep and grow market share in
the future, there should be the business strategy to suit each stage of new
development..

Stemming from this situation, should the business strategy development at Tran
Anh Digital World, JSC is essential. Wishing to build appropriate business strategy for
Tran Anh Digital World, JSC, my group choose the topic “Analyze business strategy
of TRANANH DIGITAL WORLD, JSC for household electrical goods”

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RESEARCH OF CONTENT
1. Introduction of Tran Anh Digital World, JSC
- Full corporate name: Tran Anh Digital World Joint Stock Company.
- Abbreviated corporate name: Tran Anh Digital World JSC.
- Head office: 1174 Duong Lang, Lang Thuong Ward, Dong Da District, Hanoi
- Date of establishment:
+ On 03/11/2002, the Company Limited of Trade and Services Tran Anh
established by Decision No. 0102004703 by the Department of Planning and
Investment of Hanoi.
+ On 08/08/2007, it was renamed Tran Anh Digital World JSC, according to
registration certificate No. 0103018927 by the Department of Business Planning and
Investment of Hanoi city.
- Type of business: Joint Stock Company
- Tel :
+ Headquarters: 1174 Duong Lang, Lang Thuong Ward, Dong Da District, Hanoi

* Tel: (84-4) 3766.6666
* Fax: (84-4) 3766.7708
+ Branch 1: 292 Tây Sơn - Dong Da District - Hanoi
* Tel: (84-4) 3537. 6666
* Fax: (84-4) 3537. 5324
+ Service Center:1174 Duong Lang, Lang Thuong Ward, Dong Da District, Hanoi

* Tel: (84-4) 3766.6666
* Fax: (84-4) 3766.7709
2. Business profession of Tran Anh Digital World JSC.
+ Trading in computer equipment, office equipment
+ Agents purchase, sale, consignment goods
+ Warranty service, maintenance of electronic products, information
technology, office machines
+ Installation of electronic products, computer science
+ Cell Phone Purchase
+ Value-added services on telecommunications networks
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+ Manufacture and sale of electronic products, electrical appliances,
refrigeration, appliances.
3. Vision, mission of Tran Anh Digital World JSC.
3.1 Vision
- Becoming the systematic Supermarket electronics - scale IT professional, the
largest and Vietnam.
- Construction Tran Anh become a professional work environment where every
individual can maximize creativity, leadership and mastery real opportunity with a
highly democratic spirit.
- Construction Tran Anh become a real home for all employees in the company
by the share rights, responsibilities and obligations of a fair and transparent as
possible.
3.2 Mission
Tran Anh Digital World JSC is a trading company in the field of information
technology and electronics. Always give the customer the best products with the most
competitive price accompanied regime most perfect service, ensure increased benefits

for shareholders and the community. Bring life rich in spirit, full of material for the
workers and employees, contributing to the development of the information
technology industry and the economy of the country.
4. Groups of houseware items of Tran Anh Digital World JSC
4.1 Fan

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4.2 Cooking pot

4.3 Humidifier

4.4 Dehumidifier

4.5 Induction Cooker
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4.6 Water Softener

4.7 Lamps

4.8 Hair dryer

5. Analysis model PEST of TRANANH DIGITAL WORLD, JSC for household
electrical goods
5.1 Political factors
7

Includes: Antitrust Law, Tax Law, Economic - education policy and labor –
wages policy , labor law .... This environment includes laws, government agencies and
pressure groups have limited influence and institutions and various individuals in
society. Every business has legal documents individually adjustable, adjustable nature,
oriented regulations on activities to follow the constitution and law. The change of
political – law factors influence to strong economic entities, affecting production and
business activities of the industry. Political – law stability law will create a favorable
business environment. Vietnam is a country with a stable political system, most of
Asia - Pacific region, which attracted the attention of investors. Also, the market
expansion policy stimulating investment to help businesses reach more customers.
On the other hand, the National Assembly of Vietnam selected main thought
reform and the new generation of leaders expressed the determination of Vietnam in
improving its position in the international community through economic development
path. In recent years Vietnam has issued many legal documents, laws and circulars,
decrees have created a basic legal framework for business activities. Especially
competition law and commercial law. Vietnam is gradually easing trade protection
through tariff reduction schedule in the ASEAN free trade area (AFTA), and joined
the World Trade Organization (WTO). Although the legal system is inadequate and
limited, but thanks to the legal provisions, the laws protecting copyright and combat
counterfeiting and piracy, environmental protection policies that create confidence
now, hold brand firmly in customer.
Today, along with the process of industrialization going strong, the process of
urbanization also entail. A spacious house fully furnished is no longer a distant dream
for many households. They will not regret the money to equip your home especially
for electric appliances. Household electricity contributes to your home an elegant
difference than many others, it is because your house is decorated throughout the
advanced electrical equipment, instruments and facilities security for full sterilization.
Understand this factor should store household furniture business was born mad. The
basic aim that stores provide is profitable because fewer items of demand volatility,

the market tends to always increase and less hampered when legally established
businesses. Electrical goods linked elements if sold an item will sell more items
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attached, which can sell multiple quantities. Especially since the government applies a
policy of rural electrification, the business opportunities will grow and grow.
Vietnam is recognized as the country with peace and political stability No. 5 in
the world , so the cooperation and trade with foreign countries is excellent, creating
trust and credibility with you foreign customers and partners. Political stability created
favorable conditions for Tran Anh company can conclude contracts for import of
electronic components, machinery and conveniently and affordably. With the issuance
of corporate law amended in 2005, investment law, commercial law and other laws
also contribute to the promotion of private companies and joint stock companies in
developing countries with favorable conditions and more transparent. The apparatus
of state management bodies and administrative systems are constantly being improved
and specialization, contributing to dispatch the procedural issues and problems of the
enterprise, helping companies do business and more convenient effective.
Conversely, if there are some problems or negligence of state management
agencies can also create significant inconvenience for production and business
activities of the company. Therefore, political factors, law significant impact to the
operations of any business enterprise. The open door policy when committed join the
world trade organization WTO facilitates attracting increased foreign investment in
the sector of electronic computer technology in our country. Due to the high tax rates
imposed, many computer assemblers in the country can not compete with foreign
products had to stop production or converting business strategy to continue to exist.
5.2 Economic environment
Market needs and public purchasing power. Existing purchasing power in an
economy depends on current income, prices, savings amount, debt and ability to
borrow money.

- Inflation
- Interest
- Balance of payments
- Revenues - expenditures of the state budget
- The rate of savings corporate.
Vietnam's economy is on the rise, economic growth has increased over the
years, the population's income increases showed the ability to consume luxury
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products, increase the solvency of customers, increasing social buying. The growth
rate of per capita GDP annually over the period 2010 - 2014 was 16,7%; population
and increasing literacy levels to facilitate market expansion. Per capita income high,
the demand for products increases, diversification needs, changing market structure,
increasing demand. In particular, international markets increasingly open, enabling
enterprise development cooperation, the exchange rate to rise makes exports rise.
Limitations of economic factors for Vietnam now is the opening of the market
economy (joining WTO) created many competitors - many powerful retail groups in
the world and the entry area Vietnam. Economic growth rate low, high inflation rates
that limit the growth of businesses. Inflation rate of Vietnam in 2014 is 11,75%
increased 2,75% compared with 2013, the first quarter of 2015 was 12,79% increase
of 2,75%; the unemployment rate was 2,88%, commodity prices soaring, people's life
difficult, affecting consumer psychology of the customer, the purchasing power in the
market decline.
The business environment of the electronics retail segment and competitive
technologies rather fragmented. The present time, the electronics retail chain moderate
"competed" with each other, just to compete with the small private shops. Business in
the fierce competitive environment, many retailers had to "strong hand" launched
terrorist promotions to attract customers. However, these promotions often bring
short-term results for the other stores will soon imitate and become market

competition "who have been longest hole".
The exchange rate has a direct impact on prices of electronics products. Since
most of these products appear on the market in our country are imported from abroad
(USA, Japan, Korea, China) or the components, machines and most are imported, the
local enterprises only advantage ability to assemble and distribute not have many
advantages in production of machinery and modern techniques. So the exchange rate
that changes would entail changes in the cost of imported goods. Also with the aim to
increase market share, a number of other retailers choose to expand its network in the
central place, though quite high rental costs. Store expansion strategy, if accompanied
by thoroughly studying the market and a strong management system, could become
strategic progress for retail businesses. World economic crisis also affected the last to
operate small business production of Tran Anh Digital World JSC as well as any
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business that is operating in the market. The economic crisis has made the economic
recession, unemployment increased. Consumers have limited procurement of luxury
goods, expensive much money that they only purchase essential goods, serve the
needs of daily living. Electrical goods is relatively well items necessary for the people
to this sector heavily affected too.
Tran Anh electronics supermarket was developed primarily on the area of
Hanoi, where fairly large population of 6 million people and per capita income in
2009 was 32 million / person / year. This is a market with huge demand and also an
extremely attractive market for businesses can conduct mining and implementation of
its business strategy to strengthen and expand market share.
5.3 Environmental technology
In recent years, the development of technology for the metal and electrical
industry influence only in the provision of goods, for the electrical center is very much
affected. Specifically, the development of technology has created a new product,
making some products bulbs obsolete. The development of the technology even makes

some manufacturers to abandon some old models and replaced with other models (eg
for industry Machine: Television Panasonic plassma replaced with full HD, ...) . The
electronics center is the distribution of goods only affected when this center to buy a
few models with large numbers that these models could not sell all leading to large
inventories. As for other products, the impact is not great unless suppliers want to sell
losers some models to sell off inventory without producing models anymore.
Information Technology (IT) is the driving force of economic growth.
Therefore, determining the influence of IT on the growth of the world economy has a
very important role. In the past decade, we have seen the US economy has recovered
like the late '90s due to effective investment in IT, according to research by Stiroh
(2002) from the Federal Reserve Bank New York state.
Investments in IT outperformed investments in areas outside of IT in promoting
economic growth: The development stock per head of IT at a higher level to allow the
economy to reach the level higher growth in the field of labor and capital. On the
other hand, in the past 2 years, Electronic Commerce in Vietnam has created a
tendency to change the shopping habits of people. These changes are forcing
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businesses to switch to a new mode of business is e-commerce applications on the
business activities of businesses or risk being left behind.
5.4 Cultural- society environment
Currently, the State regulates commercial sector planning on implementing
views as civilized lifestyle business, the priority development of commercial centers
and supermarkets in Hanoi on gradually changing traditional market . Tran Anh
Digital World JSC is located in the capital Hanoi, which is favorable for Tran Anh in
attracting customers not only from Hanoi but also from neighboring provinces such as
Bac Ninh, Hoa Binh ... In the coming disaster will affect every country, according to
the worsening trend will affect the ability of citizens consumers as the economic
damage will affect purchasing power. Social environment - culture affect the

company's operations, organizations of various sectors of the economy could create
opportunities and risks in the business. A survey of Vietnam Item Club, high quality
2014 showed that levels of consumer spending in 2014 is higher than 2013, regional
income from 1 million / month or more with the The highest spending increased by
43% (increase of 38.46% in 2013). Briefly, GDP per capita in Vietnam continued to
increase through the year, the unemployment rate decreased in recent years as well as
forecasts GFK retail market increased 56.1% electronics 2014. Also follow according
to GFK, the expenditure of the people for electronics products in 2014 and 2013 and
higher than 2012. This is an advantage for Tran Anh in expanding business scale
increased quality service, and customer peace of mind after purchase in order to attract
a large number of customers to visit, shopping is increasing in the future.
In recent years, demand for household electrical items of consumers is
increasing. Therefore, these categories as well as the design and quality of household
electrical goods increasingly richer. Do not just stop at the familiar items as before,
found new, versatile, better service for domestic work are also manufacturers
interested developers. On the market today, there are many household electrical goods
of different firms. But not so that every electrical appliance production by Vietnam
have been underdogs. To not miss the potential domestic market, manufacturers
constantly improve the quality and product design, innovative technology, enhanced
ad campaign ... Psychology fond of consumers of foreign goods gradually being
replaced. Purchasing power for household electrical products has increased in recent
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years. This is also a motivation for the manufacturing sector Electric Appliances
Vietnam is thriving.
With more than 6 million people on the Hanoi market with many different
classes and different incomes, the demand for their products as well Electric different.
The rich and luxurious often use these modern machines, multifunction of famous
brands such as Sony, Dell, Intel, HP ... They do not just want good products and also

want to express class and his personality. Those good income, most also demand for
quality products to be of their pockets ... So now can exploit any market segment with
each other needs together. Culture of Vietnam in the procurement was virtually
consumers prefer the product durable, cheap, good quality businesses should
themselves also need to understand this in order to meet the needs of consumers.
Culture also very big decision to demand and salability of a certain product in the
market.
In addition to factors such as age, population, culture also has other elements of
group cultural force - socially significant impact on the situation of business operation
of the company, such as language, religion , urbanization rate, the standards and
values ... The population is young and the information technology industry's powerful
development platform for Vietnam application of technology in the development
process of the country and features impactful difference to the performance of
business enterprises as well as Tran Anh computer company.
6. Analysis of model for 5 factors of competitive pressure
6.1 Supplier
Currently, Tran Anh commitment to customers is genuine sellers. Therefore,
the selection of suppliers of goods for Tran Anh is always the selected criteria of
reputable suppliers in the market. Some of the main suppliers for Tran Anh as: Canon,
Electrolux, LG, JVC, Nikon, Nokia, Motorola, Panasonic, Philips, Sanyo, Samsung,
Sony, Sony Ericsson, Toshiba,etc,... Tran Anh has developed strategic relationships
with 8 major manufacturers of 8 leading electronic groups like Sony, JVC, Toshiba,
Panasonic, Sanyo, Philips, Samsung and LG. These are vendors who accompany Tran
Anh in the early days of establishment. Consumption of goods in Tran Anh very fast.
It is expressed through sales increased continuously in recent years and the
promotions that Tran Anh launched were very successful. Therefore, most of the
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goods supplier will want to take goods into Tran Anh than through retail centers,

reputed as Tran Anh, vendors will not only achieve strong consumer goods but also be
advertising image, its products to consumers. Besides, the financial situation of Tran
Anh sharply. Tran Anh also include payment history very clear to suppliers. Therefore,
providers feel confident when doing business with Tran Anh.
Tran Anh brand awareness survey of clients, customers evaluate brands Tran
Anh is a prestigious brand, trust and peace of mind when buying goods over the other
electronics center. Therefore, some new suppliers want to Tran Anh must have special
support for Tran Anh as competitive price, the longer the debt situation,etc,.... The
salesman import of Tran He understood this when negotiating with suppliers.
6.2 Customers
Tran Anh have 2 types of customer groups such as consumer customers and
corporate clients.
- Consumer Customers: For customers, Tran Anh need to consider a number of
issues as follows:
+ In the 3 years from 2012 to 2014: sales up 92% on average of total sales in
Tran Anh.
+ Products at the Center for electronics almost no difference because the
centers are home appliance distribution of goods from suppliers.
+ In Hanoi there are many centers as Co-opmart electronics, Pico, HC, Nguyen
Kim, CPN,etc,...
Due to identify consumer customers have a strong influence on the existence
and development of Tran Anh. So, in the early days of its establishment, the Board of
Directors of Tran Anh committed to providing the best service with the motto "All for
customers, all customers". On the other hand, in recent years Tran Anh has
demonstrated its brand reputation with customers through attractive promotions, and
take the lead in launching promotions; service attitude of staff, customer satisfaction;
prices consistent with customer perceptions; commodity rich diversity; quality of
goods is genuine; good after-sales service. And through customer surveys on the level
of customer loyalty for Tran Anh and other electronics center with a scale of 5,
customers still choose Tran Anh is priority number one with a high grade point

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average is 4,89 when shopping needs, and also ready to introduce Tran Anh for
relatives and friends when they need to buy another samva electronics center is 2,5.
For consumer customers, when shopping needs metal and electrical goods,
consumers are still given preference to the Appliance Centre because according to
consumer shopping centers in electronics makes them feel more comfortable. And
through surveys of customer awareness about several issues related to the acquisition,
the Tran Anh's Appliance Centre to meet higher customer demand and other
electronics center. Consequently, customers are selected consumer demand Tran Anh
when sightseeing or shopping metal electronics.
- Customers Companies: This client has a number of characteristics like
product in the electronics center not much difference as easily change suppliers. In the
3 years from 2012 to 2014 sales to this customer accounted for an average of 8% on
total sales and Tran Anh is the only center in Hanoi with the program contracts with
corporate clients provide "Voucher shopping "for employees. However, Tran Anh
goals for this customer is effective in Marketing. Therefore, this group does not affect
sales in Tran Anh.
6.3 Competitors in branch
In recent years, in Vietnam in general and Hanoi in particular, with the rise of
the supermarket shopping center (power plant) new (in areas such as electronics,
refrigeration, electrical appliances, engineering Digital, mobile phones,etc,...) as
Central electric Ideas, HC, Tran Anh,etc,... has made the business environment in the
field of metal and electrical goods increasingly more aggressive. Tran Anh in the
business environment and compete with many opponents.
6.4 Substitutes
Replacement products and services are products and services potentially can
satisfy the needs of the equivalent of the products and services in the industry (in
addition there are the factors of price, quality). For supermarket business, the products

and services capable of replacing the network's traditional markets, small shops of
local, stores introduce products from major manufacturers,etc,... In recent years, the
introduction of the system massively supermarkets also do the shopping at traditional
markets decreased significantly. But due to the influence shopping habits of people in
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Vietnam are not familiar with modern type of business - supermarkets, share of sales
of the supermarket sector in Hanoi on revenue is relatively modest (32 % in 2014).
Also, in recent years, the emergence of online sales channels, specialized
channels like TVShopping sales, online shopping,etc,... help customers reach new
procurement method is through television, electronic mail, fax, telephone, internet the maximum saving cost and time for customers (being towards collective residential
customers busy families, tight on time). Therefore, to limit the threat from substitute
products, supermarket Tran Anh should focus on measures to improve the usability
and shopping needs of customers such as free parking service, delivery home delivery,
free gift wrapping,etc,...
6.5 Threat of new import
Suppliers of goods for Tran Anh. Suppliers can proactively market expansion
strategy through combining forward to the initiative of distributors.
First shopping district Phan Khang (Phan Khang) attached Company Limited
Phan Khan. Phan Khang yet established. In essence, the business model of Phan
Khang is built very similar business model miniature of Tran Anh. The management
personnel and other staff here are mostly from the ceiling light. Therefore, the
promotion of Phan Khang have closely resembling Tran Anh. Therefore, when
launching the promotion has attracted a large number of customers to visit and shop.
However, because of the newly established brand Phan Khang so modest, so it
takes at least a period of time, the Phan Khang built its brand with consumers.
The other retail groups: Metro Cash & Carry has been present in Vietnam.
According to forecasts of economists, there are many international distribution
corporations planning to enter the market after Vietnam joined the WTO, including

Wal-Mart. Two retail groups may become competitors of Tran Anh in the future. They
all have in common is big capital, a team of highly professional, extensive distribution
network. Particularly, Metro Cash & Carry Vietnam are consumers known as a strong
brand name, and is now focused on corporate clients.
7. Evaluation challenges
Tran Anh for household electrical goods "The cake" market is growing (with
growth of more than 20%/year) and now seeks to occupy a larger share. So electronics
center Tran Anh also face a series of opponents in the "war" of the electronics market.
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With the domestic market, Tran Anh must compete with retail giants electronics such
as Pico, HC, Nguyen Kim, Top Care.
The appliance is not only racing against each other in the form of promotion
but also raced both in expanding its market share. Not to mention promotions of HC
electronics stores, Pico form to 88% discount. In terms of overall promotion race
really only exploded when enterprises want to stimulate consumer demand for these
kinds of promotions really large scale, many electrical items from a discount down
from 10-60% compared to cost and lasts for several days. Attracting customers and
retaining customers, are two completely different issues. Promotional form balancing
interests between customers and distributors will win. With the expansion of market
share in the UK in particular Chen and other electronics stores in general are
investment strategies in width, opening new centers in supermarket chain its
availability. Tran Anh had mall chain Tran Anh also will have 10 retail centers, the
electronics stores and by 2015 will have retail chain centers around the large cities
across the country. Other businesses such as supermarkets electronics Cholon (HC)
have developed strategies electronics supermarket chains across the country in their
own future, Pico shareholding company developing electronics supermarket chain of
10 nationwide. Telecom telephone supermarket A also debuted in Hanoi, marking the
expansion of the market of one of the retail system mobile phone wholesale sales have

topped in the southern market.
Besides, at the time of 2009, when the retail distribution of foreign official
market penetration in Vietnam, the WTO roadmap center Nguyen Kim Electronic
Supermarket in particular and the country in general electronics all share the common
concern that foreign competitors. Currently, the leading retail group in Japan is Best
Denky had been in Vietnam, a joint venture with Trading Company and Ben Thanh
Marketing (Carings) established 3 appliance is Best - Carings Ha Noi, Can Tho and
Ho Chi Minh city. Also IT Plaza, a business center consisting of 75 shops specializing
in business only items of corporate IT Sung Dau, there have been positive moves to
enter the market. GS Retail Group's largest retail Korea signed with the Investment
Company and Binh Duong Industrial Development (Becamex IDC) 7ha of land rent at
My Phuoc Industrial Zone III for construction of a business center with scale large.
The big American corporations are Best Buy and Circuit City,etc,... also in Vietnam.
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When these groups in Vietnam, certainly not just to open one, two supermarkets that
would be a supermarket chain in many provinces. And while electronics market will
even more intense competition.
* Existence of barriers to entry
The firms in the industry have a certain position in the customer's mind, there
has facilities, staff have had experience and training, professional work. the customer
service better. Further capacity management experience that new businesses want to
join the industry can hardly compete.
Example: Currently on the market there are a lot of Hanoi electronics stores
emerged as Tran Anh, PiCo, Top Care,etc,... The scale supermarkets and sizable
capital, with professional staff, and customer care programs and attractive promotions.
A new business wants in this sector is not difficult, but to get the position and could
competitiveness in the market is a difficult problem. Requires companies that have a
large capital, with certain differences compared to its competitors. Such must have to

be able to survive in the market is fiercely competitive.
* Bargaining power from suppliers:
Supplier of Tran Anh almost intell and amd only supply the constituent cpu
processor or software for other computers. Should the power of large suppliers in the
market.
* Bargaining power from customers
Customers today have so many choices to buy products for their computer or
electronics products. Supermarkets such as computers, or gialong computer, or
computer Vietnam,etc,... electronics stores also have names such as: Pico Plaza, HC,
Best Carings, Nguyen Kim,etc,... customers have many more choices, do apply
significant competition between firms. But besides that, the Tran Anh also the
customer care service is considered the superior can attract large numbers of
customers.
* Competition among firms in the industry
Vietnam's current market demand for computers and electronics products
increased so much it wants to join occupy a corner of their market share. Thus
competition in the huge market and increasingly fierce. The companies are racing to
compete on price, given the promotional campaign discounts, that's a number of
18


occasions. When the level of competition increasing, the company switched to the
non-competitive form of price, through the customer care activities. In order to create
customer confidence in its brands. However, now go before they have more
experience always create a strong foothold in the consumer's mind and Tran Anh is
one of the firms is consumer trust and choose to buy the product.
* The threat of substitute products
Currently laptop consumers still preferred but not so that it keeps growing.
Worldwide trends tablet tablet prevalent and spread to Vietnam. According to "Trends
in use of tablets will be increasing in the future the tablets might replace today's

laptops.
And the products of Chinese electrical appliances are flooding the Vietnam
market, with the advantage of being cheap, consistent with spending the majority of
the people of Vietnam, who have ordinary income and income low with huge demand
for the country's commodities. But the quality of domestic products are superior, but
the price can not compete with you so water consumption capacity of the market is not
high. Tran Anh therefore need to make measures to raise labor productivity, the
application of science and technology in production and business to reduce prices if
they want to sell more products and attract more consumers.
* The threat from the new accession
When Vietnam joins the WTO, foreign companies flooding the market Vietnam
to seek investment opportunities for profit. Also many foreign organizations and
individuals associated with domestic enterprises to establish business company
computers and electronics. They have experience in management, invested, with
senior professionals should be capable beyond business enterprises in the same
industry in the host country. GS Retail Group's largest retail Korea signed with the
Investment Company and Binh Duong Industrial Development (Becamex IDC) 7ha of
land rent at My Phuoc Industrial Zone III for construction of multi-purpose
commercial center consists of hotel, restaurant, office, retail stores, amusement parks,
sports,etc,... large scale. The big American corporations are Best Buy and Circuit
City,etc,... is preparing to Vietnam. When these groups in Vietnam, certainly not just
to open 1 -2 supermarkets that would be a supermarket chain in many provinces. And
while electronics market began to compete fiercely.
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8. Analysis of SWOFT model for household electrical goods group of Tran Anh
Digital World Joint Stock Company.
Strengths

The weakness

1. Brand.

1. Movements of senior

2. Promotion.

personnel.

3. Goods.

2.Training

4. Exhibited goods.

development of a staff.

and

5. The service attitude of 3. The level of staff.
staff.

4. Long-term ad.

6. Service after sale.
7. Price.
8.Application
computerized

of
systems

to

manage.
Opportunities

9. The financial situation.
Strategy S – O

Chiến lược W – O

1. Economic growth S1,S2,S3,S4,S5,S6,S7+O1,O

→ Strategic development

rates stabilize.

of human resources.

2.The

4,

business O5,O6,O7:

W3,W4+O1,O4,O5,O6,O7:

environment

→ Market entry strategy.

→ Strategy to expand its

improved.

S1,S2,S3,S5,S6,S7,S8,S9+O2 network

3. Cut import tax.

,

distribution

network.

4. Income per capita O4,O5,O6,07:
people rise.

→

Market

5.Spending

from strategy.

development

shopping Consumers S1,S8,S9+O1,O5,O6:
increased.

→ Diversification strategy

6. Consumers prefer concentric operation.
to

buy

Shopping

centers in electronics.
7. Supplier reputable
goods.
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The challenge
1.Issue

storms,

flooding much.

→

Strategy S – T

Strategy W – T

S1,S8,S9+T2,T4:

W1,W4+T2,T3,T4

Venture

Strategy. → Differentiation strategy.

2.Increase the new S1,S2,S3,S4,S5,S6,S7+T1:
electronics center.

→

Strengthen

W4+T1,T2,T4:

strategic →

3.Unfair Competition advertising, promotions.

Strengthen strategic

advertising, promotions

on price and trade S1,S2,S3,S4,S5,S6,S7,S9+T
fraud.

2,T4:

4.The expansion of →

Market

development

corporate investment strategy.
multinational

S1,S2,S3,S4,S5,S6+T2,T3,T4

retailers.

:
→ Differentiation strategy.

9. Propose business strategies in order to improve the operational efficiency of
Tran Anh for household electrical goods
9.1 Strategic cost leader
Tran Anh price policy is implemented "best price" (original price), and through
surveys of customer awareness, they said Tran Anh have good prices. Thus for import
business department, when negotiating with suppliers, they must try to meet the
requirements of Tran Anh commitments to customers. Tran Anh want to achieve the
best price, the course is to commit to a relatively large number (or purchase in the
form of lots) for suppliers. Moreover, the business division should be based on import
brand Tran Anh, strong financial ability to negotiate with suppliers to achieve the best
price. When Tran Anh achieve the best price, the Tran Anh will transmit. Preferential
prices from the supplier to the customer. This, much less prove, Tran Anh still comply
with their commitments.

9.2 Differentiation Strategy
Tran Anh strong branding, promotions, goods, display of goods, service
attitude of staff, after-sales service and price. Tran Anh offering differentiation
strategy to minimize risk from the rise of new centers of power plant; Unfair
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competition on prices and commercial fraud and the opening of the corporations
invested multinational retailers.
To achieve the strategies outlined above, the preparation of human resources to
meet the development needs of the new situation is extremely important. Want to
implement the strategy requires good managers, experienced staff play an important
role for Tran Anh in developing human resources. The development of human
resources in Tran Anh is expressed through the following tasks:
Regarding employment policies, human resource planning:
+ Current recruitment policy is mainly recruited according to internal sources,
so the next time recruitment in Tran Anh should change and move to recruit based on
criteria for fair competition, on the basis of public professional capacity, declining
employment through internal sources. The recruitment information should be
published on the Center's website, in newspapers, magazines, job introduction
centers ... in order to find the right person, qualified to meet the demands of new
business situation.
+ In the peak sales period as the sales season (concentrated in Q1 and Q4) and
the promotion lasts, the personnel department - administration should be actively
associated with the recruitment unit heads more staff working part-time to serve the
sales and delivery to meet market demand.
+ Regarding human resource planning. HR departments - administration should
plan to recruit, train, and train human resources to meet the business development
needs of the Centre in the future. Specific measures on the training strategy, coaching
staff now been implemented as follows:

- Strategy of training, coaching outside:
HR departments have external cooperation plans to force all unit heads,
department engaged external training courses or other training centers, depending on
the necessities of the moment) mainly the management training to improve
management skills for unit leaders. On the basis of additional specialized training to
meet the new business situation. Head of the unit will be the locomotive to future
training and retraining for employees of his department.
- Training strategy in place:
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This is an important strategy for Tran Anh expressed or, it is expressed as
follows: Board of Directors the company should communicate the training in place for
the personnel department - administration combined with the division chief of training
unit for its employees.
HR department: to undertake training in communication skills, customer
service, selling skills. Head units, divisions: Training on technical expertise. Besides,
Tran Anh should coordinate with electronics conglomerates (focus on 8 strategic
partners that Tran Anh had built as JVC, Samsung, LG, Toshiba, Sony, Panasonic,
Sanyo and Philips to training technical depth, the new products to serve our customers
most effectively in the new situation.
+ For the recruitment of key positions, the Tran Anh up through the company
introduced the prestigious job, or the company "headhunting" reputation in the market
to choose the candidates ability to meet development needs of the Center.
Policy on Emulation and Reward and remuneration:
+ Continue to apply the policy for rewarding direct sales department and other
departments in the center to motivate and stimulate the dynamics work for each
department. Moreover, Tran Anh must have hot reward system for each department to
achieve beyond expectations indicators of the Board of Directors put down.
+ Have good remuneration policy (as wage increases ahead of time, or

promoted,etc,...) for good employees to ensure a stable workforce. Also through them,
will stimulate the motivation to work for the remaining employees in the entire center.
About built environment in Tran Anh: The departments in Tran Anh generally
coordinated with each other. Therefore, the personnel department - administration
should maintain a friendly working environment and collaborate to improve work
efficiency and promoting collective strength of Tran Anh.
9.3 Strategic Products
For 2 channel that is currently retail channels directly to consumers, business
and general channel for corporate clients (clients are companies, schools, hotels ...).
Tran Anh at retail directly to consumers for 3 years average from 2012 to 2014
accounted for 92% / total sales of Tran Anh. Therefore, the next time I need to focus
on Tran direct retail channel to maintain its current growth. To focus on retail channels
directly to consumers, in time to Tran Anh need to improve and promote better sales
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service and after-sales service to meet the increasing demands of customers. Thereby,
Tran Anh will consolidate existing customers and attract new customers from
competitors.
For corporate customers, Tran Anh should maintain and develop forms of
customer contracts with companies providing "Offers" for the current in Hanoi, Tran
Anh electronics supermarket is the only Center with this form. Besides, Tran Anh also
need to expand the sales network. Currently Tran Anh had online sales channel, but
sales have not been as expected. However, this common sales channels in the future as
society has developed, people's incomes improved, and customer time limits, the
chosen method is effective online purchases effective and convenient because it takes
less time traveling customer.
9.4 Marketing Strategy
About promotions: Currently, Tran Anh forefront of launching promotions in
major holidays, occasions and big events of the year for customers who are very

successful. Therefore in order to increase the attractiveness when shopping for
customers, Tran Anh should maintain this promotion and must go before the
competition in order to maintain and consolidate existing customers and attract new
customers. Tran Anh, to roll out promotions have the element of surprise with a short
promotional period and ahead of competitors. This will help to Tran Anh increase
sales and attract new customers from competitors.
Regarding long-term advertising strategy: Besides the extensive advertising
campaign to all strata of the population in recent years to cater for short-term
promotions. Tran Anh should have long-term advertising strategy aimed at recalling
images Tran Anh in customer perception.
Customer care: Currently, Tran Anh has stations mobile customer care, to home
care products to its customers. However, in a bargain with the future customer demand
and increasing diversity, Tran Anh should set up a hot line (the line directly to the unit
chief, division) to solve the unexpected case customer. The department store in Tran
Anh are storing information about customers. Based on information about customers,
Tran Anh should set up a special program for loyal customers with offers surprises.
Regarding sponsorship: Tran Anh continued collaboration with electronics
giant special 8 electronic conglomerate strategy as JVC, LG, Panasonic, Philips,
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Toshiba, Samsung, Sanyo, Sony to continue funding for programs . For example, the
program purchase genuine funding for the Sea Games sports as soccer ... because this
is a program that is everybody interested and effectively brought from the program
very high. It is expressed through customers to Tran Anh sightseeing, shopping and
sales increase also increased during the past. Thereby, the perception of consumers
about the brand of goods sold in Tran Anh growing in the minds of customers.
Brand: Currently, through surveys of customer perception of the brand, with a
scale of 5, consumers rated brands Tran Anh is the highest compared with the
electronics center in Hanoi. Therefore, should take advantage of the prestige brand

Tran Anh to deploy to each department in Tran Anh related as the human resources
department, service department and customer care (warranty, delivery), parts sales,
accounting department ... to understand and implement. The main purpose of branding
is to increase awareness in the minds of consumers to brands Tran Anh, so the issues
related to branding that Tran Anh has strength like attitude employee service and
goods plentiful, diverse, goods display, promotion, after-sales service ... have been
analyzed above must be coordinated to Tran Anh brand continues to become reliable
brand when customers need to visit and purchase of goods.
+ Solution on research and development
- Establishing research and development room.
- The mission of the research and development room: give strategic direction
for supermarket development. Through the analysis above, we see no supermarket
Tran Anh is an appropriate investment for the long term and its human resources. Tran
Anh can only put these employees manage short-term training at centers specializing
in management training. Besides, the high-level personnel changes also negatively
affected the development model of Tran Anh. Therefore, plans and policies of
prevention research and development when given to the above restrictions and help
Tran Anh consolidation and development of the business situation.
- There are special bonus policy for parts research and development in order to
stimulate their motivation. If their research programs offering high practical
significance, it will help to create a competitive advantage for future Tran Anh or help
Tran Anh to overcome the environmental risks from such competition present day.
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