Abstract
Vietnam Postal Telecom Corporation is in the progress of integration into
international community, with open policy to competitiveness, VNPT has to face
hardships from new domestic and foreign enterprises investing in fixed
telephone service, leading to several new opportunities and challenges. VNPT
need a long-term strategy for the purpose of integration, competitiveness but
maintaining the fixed telephone market. As a result of the practical demand, that
has important significance, scientific research and systematic strategies to
develop the fixed telephone market are required, in order to make proposals,
solutions for successful implementation of fixed telephone service market
development strategy of VNPT. This thesis includes the following 3 chapters:
Chapter 1. Some basic reasons about strategies and strategy management of
the enterprise.
Chapter 1 covers generalisation of some basic reasons regarding enterprise's
strategies and strategy management, analysing views of strategy, concept of
strategy management, requirements of development strategy of the industry and
the process of strategy management of an enterprise, which are bases for
analysis of strategies and proposed solutions for fixed telephone development
strategies of VNPT.
Chapter 2. Analysis of business environment of VNPT's fixed telephone
service
Chapter 2 analyses the business environment: analysis of economic environment;
political - legal environment; technological environment; social - cultural
environment. Then it analyses the industry's environment: analysis of
competitors, substitute products, charge rates; customer attractivity; analysis of
advertising, sales promotion and customer care; Analysis of internal strength of
VNPT in developing fixed telephone services, advantages and shortcomings,
chances and challenges. The demand for fixed telephone subscription until 2010
of VNPT is forecasted. Then the possible selected strategy is determined using
SWOT matrix.
Chapter 3. Formation of strategic objectives and solutions for implementation
of fixed telephone subcription development strategy of VNPT
Basing on SWOT matrix, particular strategic objectives are selected. Solutions
are recommended for the selected strategic objectives: Market maintaining and
expansion solutions and customer care policy; Strategic solution of investment in
network and technology; Strategic solution of boosting up marketing activities
and sales promotion; Solution on building up regulated procedures, Policy on
encouraging development of fixed telephone subcription. From those strategic
solutions analysed and determined by the thesis: VNPT's fixed telephone service
development strategy is focusing in development of several fixed telephone
subscription markets, so as to maintain its brand's position in the market and
preserve the no. 1 market share regarding this kind of service.
