END OF STUDY REPORT

IMPROVEMENT OF THE COMMERCIAL STRATEGY OF THE LIMITED LIABILITY COMPANY OF

MEDICAL EQUIPMENT TRADE POKE USA

INTRODUCTION

The necessity of the thesis subject

Vietnam's economy is becoming more deeply integrated into the global economy. The integration
international and regional economics has created many new opportunities for the
national companies, but there are also many difficulties and challenges for businesses
such as a more fierce competitive environment ... To improve competitiveness and respond to
their development needs, companies must pay particular attention to
business strategies must choose a good step and clear objectives for themselves.

To do this, companies must first succeed from the very beginning, from the planning phase.
strategic in the implementation and control of these business strategies. And one of the strategies the
more important and necessary to be effective this implementation is the strategy of
market development. The implementation of this strategy will help change ideas
developed for the specific activities of the organization's divisions. And it is a strategy to help the
companies to quickly increase their market share, contributing to asserting the brand of
the company on the market.

With 5 years of operational history, the limited liability trading company of

Poke USA medical equipment has achieved some successes as well as many experiences.
commercial in the field of medical equipment. However, in a context of fluctuations
complicated and tending towards international integration, the company is not yet developing in a way
proactive a business strategy to address the issues of the time. Therefore, the challenge
The current central focus of the company is to have a long-term strategic orientation through a strategy.
solid commercial based on the environmental context and compatible with the capabilities and the
position of the company, so we can compete and gradually strengthen credibility in the
heart of customers and partners.

That is why, after having researched the current situation of the company, with the
Research the theory of business strategy planning, I have decided to choose the topic:
Improvement of the business strategy of the Limited Liability Company of commerce
medical equipment Poke USA

2. General situation of the research concerning the subject

In fact, many topics have been implemented regarding strategic management in general.
and in particular the planning of commercial strategy in companies. Some documents
related to the content of the topic:
- Michael E. Porter (2008) and the document "Competitive Strategy", which expresses the strategy
the competitiveness of a company is clearly indicated in the tables of typical values provided to the
clients and the specific implementations to achieve these values. This group of values responds
always three questions: which client? What are the needs? What is the price? A typical set and
Unique values will often contribute to increasing market share.
The book 'General Concept of Strategic Management' by Fred R. Davis, this book speaks fully
of all the questions related to strategic management, and the concepts of strategy and implementation
the company's business strategy.
Mrs. Nguyen Thi Hong Loan and Mr. Phi Manh Cuong (2017) studied "The model of
planning and implementation of the commercial strategies of business enterprises
production materials in Quang Ninh," published in the Journal of Industry and Commerce no. 07
June 2017. The article proposes a model for planning and executing business strategies.
a commercial enterprise of production materials in Quang Ninh with contents and
tools adapted to the characteristics of these companies, helping companies to plan a strategy
effective and achievable commercial, to ensure the effectiveness of strategic management in particular and
commercial effectiveness in general.
There are also a number of subjects studied by students at the University of
Commerce that studies the planning of corporate strategy, such as:
- Author Nguy The Phuong (2012) "Strengthening the effectiveness of the implementation of the
market development strategy of the Company through actions of importation, exchange and
export of European stainless steel. The thesis analyzed the implementation of the strategy of
Development of the market for the Corporation by importing, exchanging, and exporting steel.
European stainless steel analyzed the results obtained, the limits and the causes, and thus proposed some
solutions to strengthen the effectiveness and implementation of the market development strategy
in the company.
Author Pham Thi Thuy Linh (2012), "Strengthening the implementation of strategies of
market development of construction products, supply and installation of materials
construction of the Phuong Nam company." The author analyzed the situation of the implementation of the
market development strategy for construction products and supply and installation
from construction materials to Phuong Nam company. The author also highlighted the achievements
as well as the limits, the causes of the limits, and the proposed solutions to improve the effectiveness of the
implementation of the market development strategy for these products at Phuong Nam company.
Regarding the actual situation, so far, there has been no thesis research on the
Planning of the commercial strategy of the limited liability trading company
medical equipment Poke USA. Thus, the subject of this thesis is a completely new topic, which
is not like the previous memories.
3. Object and mission of the thesis
3.1. Objective of the dissertation

Based on the general theories of business strategy planning, the subject

conduct an assessment of the state of the commercial strategy planning at the company
limited liability of medical equipment trading Poke USA, assesses the limits and the
reasons, thus suggests solutions to improve this work.

3.2. Mission of the thesis

Systematize the theoretical bases of business strategy and planning

society.
 Analyze the state of the planning of the business strategy of the limited liability company
limited trade of medical equipment Poke USA, analyze the results obtained, the limitations and
the causes.

Propose solutions and recommendations to the limited liability company

trade of medical equipment Poke USA to finalize the planning of the strategy
commercial

4. Subject and scope of the thesis

4.1. Objective of the thesis

The objective sought in the thesis is the implementation of the company's commercial strategy.
limited liability of medical equipment business Poke USA.

4.2. Scope of the memorandum

Time frame: The research is based on the company's business results on the
period 2017-2019.

- Scope of space: We are finalizing the company's business strategy planning.

limited liability of Poke USA medical equipment trade in the domestic market.

Content scope: We are entering the enhancement of the content of strategic planning.
the limited liability company for the trade of medical equipment Poke USA.

5. Research Method
Method of collecting secondary data: collecting reports on the results
commercial, the results of the company's market studies and certain internal documents of the
companies related to the research subject. Collect information from manuals, magazines,
online newspapers, Internet ...
Data processing method: use Excel software to synthesize the data,
analyze and compare the secondary data collected to evaluate and comment on the situation of the
strategic planning of the company's business.
6. Structure of the thesis
In addition to the introduction, conclusion, and reference list, the subject is structured into 3
following chapters:
Chapter 1: Basics of the theories of business strategy planning
Chapter 2: Analysis and evaluation of the company's commercial strategy planning
limited liability of medical equipment trade Poke USA
- Chapter 3: Solutions to improve the company's business strategy planning
limited liability of medical equipment business Poke USA
 CHAPTER 1: FUNDAMENTALS OF THEORIES OF COMMERCIAL STRATEGY PLANNING
COMPANIES

1.1. Certain concepts and theories of business strategy planning

1.1.1. Some basic concepts
[Link]. Concept of the strategy

The strategy is a term derived from the military field, 'Strategos' in Greek, is a military term.
used to designate the network and the distribution of forces in order to defeat the enemy. According to the
military theorist C. Clausewitz - a 19th-century military strategist, strategy consists of planning the
war and to plan the combat operations.

In the Vietnamese dictionary, strategy is the plan established to win over one or more.
strategies are generally plans designed by the commander to win a battle
against the enemy.

In 1962, Chandler defined strategy as the identification of long-term basic objectives.

of the company and the application of a series of actions as well as the allocation of the necessary resources
to achieve this objective. (Chandler, A, 1962. Strategy and Structure. Cambridge, Massachusetts. MIT
Press).

A new type of approach when discussing strategy is to attach the strategy to what
the company is in the business environment. Kenneth Andrew was the first person to
proposes the striking idea of "The Concept of Corporate Strategy". Strategy is what a
organization must act according to its strengths and weaknesses in the context of opportunities and
also threats. (Kenneth Andrew, 1987. The Concept of Corporate Strategy, Richard D Irwin).

In general, regardless of the approach, the nature of the strategy is commercial orientation.
In the future of the company, the way companies should use to get what they
want. The business strategy must have 3 basic requirements:

Determine the long-term objectives of the company

Provide general action programs to achieve the objectives

Distribute resources to implement programs to achieve this objective.

[Link]. Concept of the business strategy

The business strategy is a familiar term, to understand it, each person has
different definitions:

According to Fred R. Davis (2006): the business strategy is a set of decisions and actions.
targeted commercials so that the company's resources meet the opportunities and challenges
external.

According to Michael Porter (2009): business strategy is the art of building strong
competitive advantages to defend.
 According to William J. Glueck (2009): "business strategy is a unified, comprehensive plan and
coordinated designed to ensure that the fundamental objectives of the company will be achieved.

According to Arthur A. Thompson, Jr. and A.J. Strickland III, "Business strategy is a series
of competing activities and methods of business approach to achieve results
successful sales. The business strategy is truly the manager's plan to strengthen
the company's position, satisfying the needs of its clients and achieving commercial objectives
desired.

Through the above concepts, we can understand: The business strategy of a

A company is a general strategy of a business for affairs. It addresses long-term issues.
the most important terms that determine the survival of your business. A business strategy
composed of general and partial strategies, which have come together to form a business strategy
comprehensive that encompasses all the activities of the company.

[Link]. Concept of business strategy planning

Currently, there are many different definitions of strategy planning.

of the company by authors such as:

According to Anthony: "Strategic planning is a decision-making process for objectives of

the company, changes in objectives, the use of resources to achieve the objectives, some
Policies to manage the commercial status, use, and allocation of resources.

According to Denning: "Strategic planning involves identifying the business situation in

the future that particularly concerns the status of the product and the market, profitability, scale,
the speed of innovation, the relationship with leaders, workers, and business.

According to Irving: 'Strategic planning is a primary process that includes the

alternative strategies to achieve the objectives, it must be suitable for the knowledge that has
have been systematically evaluated through strengths, weaknesses, and the business environment.

Although authors have different ways of expressing their opinions, the meaning of the
strategic planning has the same points. And it is simply understood as below: "The
The planning of the commercial strategy is the process of defining objectives, tasks that
must be carried out by the company, the organization, research to highlight the factors
main elements of the external and internal environment of the company, setting long-term objectives,
choice among alternative strategies. (Le Van Tam, 2000)