59 – Trần Văn Thái.

Ex1:
 What is strategic management:
- Strategic management is the sum total of all the on-going activities and
processes that an organization uses to systematically coordinate and
synchronize its resources and actions with its mission, vision and strategy
across an organization. Strategic management activities transform a static plan
into a dynamic system that provides strategic performance feedback to decision
makers and helps the plan evolve and develop evolve as requirements and
situations change.
 Why is it important:
- Without strategic management, businesses are like people walking in the
forest, without a clear direction, only seeing where there is a way to go, making
things more and more misguided. Therefore, the introduction of strategic
management will help organizations and enterprises clearly define their goals
and directions, map out reasonable paths and allocate resources optimally to
ensure that they reach their goals. target within the allotted time period. The
goals of an organization or business are also derived from the mission, vision
and core values of the organization or business. The combination of what to do
and what to do, through scientific analysis, will help the organization not fall
into groundless illusions or conversely miss opportunities for growth by
relying on set criteria. out initially.
Ex2:
1. Vinamilk's business strategy objectives
 Regarding Vinamilk's business and strategic goals, the Board of Directors of
Vinamilk determines a long-term strategic vision to guide production and business
activities. Continuing to maintain the No. 1 position in the Vietnamese market and
moving towards the goal of becoming 1 in the Top 30 largest dairy companies in
the world in terms of revenue, Vinamilk has determined a development strategy
with 3 main pillars being implemented. , consists of:
 Taking the lead in innovation, with high applicability: Focusing on the dairy
industry and milk-related products, which is the core business that creates the
Vinamilk brand.
 Consolidate the leading position in the dairy industry in Vietnam: Promote focus
on high-end product segment with many added values, especially in urban areas.
 Becoming the dairy company that creates the most value in Southeast Asia:
Continuing to penetrate new export markets with the strategy of transforming the
 traditional commodity export model into forms of deep cooperation with
distribution partners. distribution in new key markets.
2. Vinamilk's competitive advantage
As for Vinamilk's competitive advantage, this brand has some advantages over its
competitors as follows
 Modern production technology
 In any era, at any time, the decisive factor to the survival of a brand is product
quality.
 Understanding that, Vinamilk has constantly innovated technology, invested in
modern machinery lines. The company's milk and nutritional powder production
technology is the most modern and advanced, based on the technology of the
world's leading countries, in order to ensure quality and food safety. Therefore,
possessing modern production techniques is an important competitive advantage
of Vinamilk.

 Access to international markets in line with company resources

 Usually, businesses will not have enough financial resources to lead in all areas, so
it is necessary to focus resources on certain areas and lead in that field.
 Vinamilk chose the position of "international quality" to emphasize to
international consumers that Vinamilk's branded products have quality that meets
international standards and can compete with other brands. top milk in the world.
 This competitive advantage of Vinamilk makes a very active contribution to the
promotion and introduction of Vinamilk branded products around the world.
Vinamilk brand in the minds of consumers is "Vietnamese products with
international quality".
3. The scope of Vinamilk's business strategy
To be competitive, the scope of Vinamilk's business strategy is the market segments that
this brand targets. In which, Vinamilk focuses on customers and the region and
geography that will provide products. From defining the strategic scope, the company
will carry out appropriate packaging design as well as research and develop products that
suit the tastes and needs of customers.
 With a variety of products, Vinamilk's market segments are determined based on
the following 3 ways.
 Geographical market segmentation: Based on population density and product
consumption, Vinamilk has identified its two main market segments as urban and
rural. In which, Vinamilk mainly focuses on the customer segment living in big
cities.
  Market segmentation by demographic: Vinamilk is based on age to divide into
different market segments such as children, adults and the elderly.
 Market segmentation by customer buying behavior: Based on the health status of
customers, Vinamilk has segmented the market according to the buying behavior
of customers who are normal, malnourished, and obese. diabetes.
4. Vinamilk's business strategy activities
 For Vinamilk's strategic business activities, this brand has focused on developing
and improving the following activities.
 Research and development
 Technology
 Human resources management
 Marketing manager
 Financial management