Table of Contents I. INTRODUCTION:...................................................3 1.1. Background:................................................. 3 1.2. Visions, missions and goals.................................3 Visions: Kinh Do enriches people's lives by providing products and services which immediately realize the needs and desires for Living Fine. Applying our dynamism, creativity, foresight and other core values, we create products and services which deliver consumers what they want and make us all proud. People trust Kinh Do companies, products and services so much they rely on them for Fine Living every day. Kinh Do generates bonus personal, economic and commercial value and pride for staff, partners and stakeholders.. 3 II. SCENARIO ANALYSIS...............................................4 2.1. Organization structure:.....................................4 2.2. Management level:........................................... 4 2.3. Decisions at Kinh Do:.......................................5 2.4. Information and knowledge of Kinh Do........................8 2.5. Stakeholders of Kinh Do....................................10 III. RESEARCH FINDINGS............................................ 14 In order to find out information on the Kinh Do, I made survey to understand the influence of Kinh Do the market and customer comments to help improve the company's operations. I research on customers as consumers in Big C supermarket. I will show the detail of survey below............................................................. 14 Survey question 1: Gender of respondents..........................14 I. RECOMMENDATION.................................................22 REFERENCES........................................................ 24 Apendix 1 – Survey form........................................... 25 Apendix 2 – Organization chart.....................................1 1
Transcript
Table of Contents
I. INTRODUCTION:.........................................................................................................................3
1.2. Visions, missions and goals....................................................................................................3
Visions: Kinh Do enriches people's lives by providing products and services which immediately realize the needs and desires for Living Fine. Applying our dynamism, creativity, foresight and other core values, we create products and services which deliver consumers what they want and make us all proud. People trust Kinh Do companies, products and services so much they rely on them for Fine Living every day. Kinh Do generates bonus personal, economic and commercial value and pride for staff, partners and stakeholders............................................................................3
II. SCENARIO ANALYSIS...............................................................................................................4
2.3. Decisions at Kinh Do:.............................................................................................................5
2.4. Information and knowledge of Kinh Do.................................................................................8
2.5. Stakeholders of Kinh Do......................................................................................................10
III. RESEARCH FINDINGS..........................................................................................................14
In order to find out information on the Kinh Do, I made survey to understand the influence of Kinh Do the market and customer comments to help improve the company's operations. I research on customers as consumers in Big C supermarket. I will show the detail of survey below......................14
Survey question 1: Gender of respondents...........................................................................................14
I. RECOMMENDATION................................................................................................................22
I.1. Background:Kinh Do Corporation is a business group of Vietnam with an emphasis on food production, including baked goods, confections, snacks and soft drinks. The corporate group also includes companies in the fields of financial services, real estate and a retail bakery chain. Kinh Do Corporation manages a wide variety of brand names, distributes imported brand name snack and candy goods, and manufactures food for export from Vietnam. Main offices of the company are located in Ho Chi Minh City.
I.2. Visions, missions and goals
Visions: Kinh Do enriches people's lives by providing products and services
which immediately realize the needs and desires for Living Fine. Applying our
dynamism, creativity, foresight and other core values, we create products and
services which deliver consumers what they want and make us all proud. People
trust Kinh Do companies, products and services so much they rely on them for
Fine Living every day. Kinh Do generates bonus personal, economic and
commercial value and pride for staff, partners and stakeholders.
Missions: Kinh Do enriches people's lives by providing products and services
which immediately realize the needs and desires for Living Fine. Applying our
dynamism, creativity, foresight and other core values, we create products and
services which deliver consumers what they want and make us all proud. People
trust Kinh Do companies, products and services so much they rely on them for
Fine Living every day. Kinh Do generates bonus personal, economic and
commercial value and pride for staff, partners and stakeholders.
2
Goal: Become both Vietnam’s and the Asia Pacific region’s leading company in
the food category.
II. SCENARIO ANALYSIS
II.1. Organization structure:
II.2. Management level:
The top management performs strategic planning and the other two levels provide
support in the form of processed information. This level develops the strategy for
deciding the objectives of the organization, planning resources to be used in order
to attain those objectives, formulating policies to govern, use and disposition of the
resources. The middle management level performs tactical planning and control,
and needs information to discharge these managerial functions. This level
develops the strategy for deciding the objectives of the organization, planning
resources to be used in order to attain those objectives, formulating policies to
govern, use and disposition of the resources. The supervisory level is involved in
day-to-day operational control and needs information for its working. It is the
3
Top-level
Middle-level
Suppervisory-level
- Chairman- CEO- Directors
- Marketing Manager - Human Resources
Manager- Customer Development
Manager- Supply Chain Manager
- Supervisors
- Controllers
process of ensuring that operational activities are carried out to achieve optimum
use of resources. It makes use of pre-established procedures and decision rules.
II.3. Decisions at Kinh Do:In order to becoming a successful corporation, managers of Kinh Do are the most
important people who make the right decisions to help company’s production
developing increasingly. They are from top – level, who give visions, missions,
objectives and business strategy in short term or long term to company.
The decisions investing in technology to improve the production is one of the first
steps of the company. In first years, after a period of operation as a small food
company, managers of company decision research survey of market demand.
Later, they decided to develop the legal capital of 14 billion VND and import
production line of snack with Japanese technology valued at 750,000 USD to
manufacture and launch of Kinh Do snack flavorful products at low prices.
Addition, with the importance of information technology investment, from 2007,
besides the investment in production, Kinh Do’s managers also interested in
Information Technology investment. The investment is not only equipped with an
Information Technology background such as computer systems, office application:
email system, internet, internal network... which are continuously enhanced with
the application of modern Information Technology to the corporation. For this
decision, the top - level wmake strategic investments in technology for the
company. Then they decide which technology investments and how much
investment companies, investment which benefits the company. This decision is
unstructured and in long-term plans of the company for the purpose of promoting
the development of production for the company. Next, the middle level, namely
production manager, will start to search for and select the appropriate technology
to the requirements of top level. They plan to invest, put into execution, and assign
tasks to subordinates continue to perform. These decisions are semi structured.
And short-term decisions are also influential to the company because they
determine the success of the strategy. Finally, the decisions made by junior level.
They will execute the tasks required of their superiors. They supervise the
4
construction and decide how much labor for the project. These tasks must be done
in a day. The project will take place for how long. The mission made their short-
term, structured and less influential to the company because they only monitor the
work was planned in advance.
Besides the investment in innovative of modern technology, managers continued
to set the strategic merger to expand the company. In 2003, Kinh
Do officially acquired Vietnam Wall’s ice cream company from British Unilever
Corporation and replaced with Kido's ice cream brands. The following year,
managers continued to merge with other food companies such as Vinabico and
Tribeco. Addition, Kinh Do also decided to invest in Nutrifood and Eximbank. In
the strategy of becoming a multi-industry conglomerate, the system of Kinh Do
expanded operations into the field of real estate business investment, financial –
stock investment. About joint venture strategy and affiliate system, Mr. Tran Kim
Thanh, chairman of Kinh Do said, in this strategy, if the cooperation brings results
will continue, otherwise stop. The important is to reach the new technology, the
experience of business partners, especially the international partners. Following
the success of 2010, in 2011, a banner year transition from a Kinh Do Company to
Kinh Do Corporation, is the time that Kinh Do will improve the corporation
operating model to take advantage resonance between member companies,
accelerated pace of mergers and acquisitions. In addition, Kinh Do will continue
investment Kinh Do branding, market expansion and coverage through the list of
products in various forms joint venture and cooperation. Moreover, exportation is
also in the expanding strategy of the organization. 2001 is the year which was
determined in exports of Kinh Do Corporation. The managers determined to
further boost the export to the U.S. market, France, Canada, Germany, Taiwan,
Singapore, Cambodia, Laos, Japan, Malaysia, and Thailand. Firstly, the top - level
will provide the strategic expansion of the company's business in the country and
abroad. These long-term decisions are made in steps and continuing the mission
of making the Kinh Do Group becoming a growth industry for the region and
internationally. This decision is seen as one of the decisions have tremendous
impact on Kinh Do. Next, the middle level will be market research and selection
5
of business and consistent with market strategy. The semi-structured long-term
decisions have great impact to the company as it helps to plan to go on a right
path. Then the junior level will receive tasks from the middle level and execute it.
They plan to approach the business or the market is indicated and to make
agreement with Kinh Do. This is the short-term decision and it belongs to the
structure of the plan. These decisions create linkages between businesses. In short,
these decisions have being helped the company gradually expanding to reach the
target growth markets around the country, becoming the largest multi – sector
corporation in Vietnam and being influential in the international food market.
For short-term plan, managers maked strategic sales in the holiday, and perform
charity work. The collection of Kinh Do Bakery sale at fixed prices and longitude
specified discount for autumn products. Before the market place these days peak,
near Mid-Autumn Festival, especially the problem of reducing the price the dealer
misleading to consumers, Mr. Le Van Thinh, Vice President of Kinh Do
Corporation stated that Kinh Do cake products sale at fixed prices and regulations
Kinh Do absolutely no "great discount sale" policy and no policy can facilitate the
implementation of retail "higher discounts", "50%" or "buy one get one" for the
Kinh Do cakes. In particular we always follow the market demand progress daily
and hourly should always control the supply of bread adequate response, so the
surplus of goods and lower prices to sell college never happened. At peak period,
managers of middle level had to mobilize the entire workforce to keep running at
full capacity to meet new customer orders. The leaders of Kinh Do also enhanced
staff agencies serving blocks, factories to produce high sales of the company
increased revenue and exceeded the plan.
In addition to the investment plan development company, Kinh Do also oriented
company to engage in social activities, and charity activities. For example, in
order to contribute to social care for children, to bring joy and encouragement of
children can be disadvantaged conditions please welcome festival for children, the
occasion of International Children holiday, the company directly visited and gave
1,500 gifts worth 110 million disabled children and studious pupils who are
6
disadvantaged. In mid-autumn festival this year, the managers also decided to
visit and donated 5,000 gifts totaling 300 million VND to welcome autumn with
the children. In this strategy, from top level managers will be appointed to plan
the annual charity. This is a long-term decisions and influence on society, to help
the poor. However, these activities also bring benefits to the company. Firstly,
these are the intention of the company towards its employees to a work ethics as
well as in society. Secondly, this activity is to promote the image of Kinh Do
more widely. After the decision of the top - level, middle level will plan the timing
of implementation, execution sites, and other related units. They then decide how
much to pay for this activity. The decision from the middle level of short-term
nature and semi structured. Finally, the Supervisory level implementation plan,
associated with the units and staff assigned to prepare the necessary elements and
monitoring the implementation process. Role of these decisions are small and
short-term it is done.
II.4. Information and knowledge of Kinh Do
Strategic information is used at the very top level of management within an
organization. These are chief executives or directors who have to make decisions
for the long term. Strategic information is broad based and will use a mixture of
information gathered from both internal and external sources. In general a
timescale may be from one to five years or even longer depending on the project.
Strategic plans will have little or no detail in them and more detailed strategic
plans will be made slightly lower down the managerial ladder. For example, on
information and knowledge needed in the investment decisions of modern
technology for Kinh Do, top – level needs information from the primary
information such as statistical information about the company's operations. The
external information includes Vietnam's food market and current competitors Kinh
Do business. This information helps top - level know the development status of
the company to make decisions for innovative companies. They can be derived
from the official information such as newspapers, television and internet. The
information is on secondary information such as employee surveys. Through the
7
above information, to make decisions, top - level need the explicit knowledge as
production, innovation necessaries of production and tacit knowledge like
efficiency and investment.
The next level down is the tactical level, and tactical planning and decision-
making takes place within the guidelines set by the strategic plan. Tactical
information will be mostly internal with a few external sources being used.
Internal information is likely to be function related: for example, how to choose
the suitable technology for the process. Tactical information is used by me and
employees from middle level when managing or planning projects. The timescale
is usually at least between 6 months and 5 years. Circumstances vary but a small
project may have a tactical timescale of between one and six months. Tactical
plans have a medium level of detail and will be very specific; they deal with such
matters as who is doing what and within what specific budgets and timescales.
These plans have medium scope and will address details at the operational level.
They will generally have specific objectives and be geared towards
implementation by operational level employees. For example, in 2003, Kinh Do
acquired Wall’s ice cream company. As a middle level manager, I need to know
information about Wall Company. Before choosing this company, I had to know
if the company is suitable to the requirements of the plan. Besides, internal
information such as cooperation law, and financial information on investment are
also necessary. In order to make decision, we had to have knowledge about
market research and statistical analysis. In this decision, we also need tacit
knowledge. Face to face communication is the skill used to meet the customer,
Wall Company. We also have to know how to cooperate to other firm.
The lowest level is operational and operational planning takes place based on the
tactical plans. The lowest level of management or workers in an organization
implements operational plans. The timescale is usually very short, anything from
immediately, daily or at most a week or month. Results of operational work will
usually be passed upwards to let the tactical planners evaluate their plans. The
sales strategy right price in the Moon holiday, supervisory level needs the
8
information about products selling in the holiday, when do them sale, and where
do they sale. These are internal information. The information is unofficial and
secondary sources as indicated from the top. Supervisory level has to know the
explicit knowledge such as accounting - to account the profit per day, marketing -
the intention to promote and sell products, reporting - to report the results to upper
Firstly, managers, who are internal stakeholder, are the most important people of
the group. They decide the successful of Kinh Do. These people are from the top
level managers. Managers’ main role is to achieve effective utilization of resources
in Kinh Do Corporation. They achieve so through coordinated human efforts. They
have a very important role to play in achieving organizational objectives. They are
responsible for aligning the individual's objectives with the organizational
objectives. This is very essential for achieving long-term organizational success.
Managers are the people who communicate organizational vision to the employees
of the corporation. They ensure that there is effective communication flow in the
organization and that there should no misinterpretations taking place. They also
crucial role to play in decision making process in the organization. They decide
how to bring and communicate organizational changes. They play major role in
setting organizational goals. They are in close contact with the employees of the
organization. They are the people who understand them and motivate them. They
also encourage them so that they can perform effectively. They praise them when
they show brilliant performance and on bad performance, and they give them
constructive feedback rather than negative feedback. This would improve
employees work quality as well as performance. Thus, managers’ role is very
10
important so as to improve employees’ productivity as well as organization's
productivity. They also understand that organizational success depends on
employees. Thus the more satisfied and happy the employees are the more success
the organization will show. Secondly, employees are one of Kinh Do’s greatest
assets. What they say about Kinh Do, how they act in the workplace, and how
happy they are in their roles all impact on Kinh Do’s brand, Kinh Do’s image,
Kinh Do’s levels of service and ultimately Kinh Do’s customers’ satisfaction. If
managers are important people to make decisions for development of company,
employees are the one who follow that decision, and based on that decision to
personally making Kinh Do’s operation. Although being the important factor,
bringing high interests to Kinh Do, employees have not high power in the firm.
The second is external stakeholders who bring high interest to Kinh Do. Customers
are the main factor bringing the highest interest. Customers include retail and
corporate customers. Retail customers are consumers. They buy goods at the
retailer across the country and oversea countries. This is a major source of profit
for the company and determines the existence of Kinh Do. Besides, the enterprise
is also a source of huge profits Kinh Do. The business is working with Kinh Do.
Kinh Do offers expanded company strategy, cooperation and mergers with other
companies to put together huge profits. Suppliers play an important role in the
production. They provide raw materials to manufacture products. After
production, distributors do the task of distributing goods throughout the country
and oversea. They deliver those products to many customers, in a timely fashion.
They are distinct from brokers, who neither take delivery or nor title to the
material, and surplus buyers, who typically buy aged material or overage and resell
it at a discount. The next stakeholder is shareholder. This stakeholder also brings
profits to the corporation. Shareholders make a financial investment in the
corporation, which entitles those with voting shares to elect the directors.
Shareholders do not normally have any rights to be involved directly in company
management. Their connection to company management is typically via the Board
of Directors as described above. If shareholders are not satisfied with the
performance of the directors, they may remove the directors or refuse to re-elect
11
them. Addition, banks are important factor which help Kinh Do in loan
investment or saving. Bank provides money to Kinh Do for big projects basing on
credibility.
Besides beneficially external stakeholders, there are the stakeholders having no
benefit for KinhDo including government and competitors. Firstly, government
have high power to the operation of Kinh Do, however, it does not bring interests
to the firm. Business must comply with government’s regulations. Kinh Do that
takes a proactive stance toward understanding and complying with federal
regulatory agencies will minimize their chance of fines, prosecution, or other
regulatory action. However, it is in the best interest of businesses to maintain
healthy relationships with regulatory agencies at all levels of government. The
second stakeholder is competitors. Kinh Do does not get any interest from this
object. However, competitor plays the role of promoting the organization growth
to a healthy competition together.
12
III. RESEARCH FINDINGS
In order to find out information on the Kinh Do, I made survey to understand the influence of Kinh Do the market and customer comments to help improve the company's operations. I research on customers as consumers in Big C supermarket. I will show the detail of survey below.
Survey question 1: Gender of respondents
Gender Frequency
M 13 0.43 43.3F 17 0.57 56.7
Relatice Frequency
Percent Frequency
Table 4: Gender of respondents
43.3
56.7
Gender
M F
Figure 1: Gender of respondents
Out of 30 customers, 56.7% of them are female, and 43.3% of our customers are male. There might be more housewives purchase Kinh Do products probably because of Vietnamese culture. In Vietnam, female are the people who care more about food products than male, therefore, they also buy Kinh Do’s products more than male.
Table 8: The respondents’ opinions about Kinh Do’s services
Very good Good Average Poor Very Poor0.0
10.0
20.0
30.0
40.0
50.0
60.0
Sale's attitutePromation programCustomer care
Figure 8: The respondents’ opinions about Kinh Do’s services
The table and bar chart shows the percentage of reviews by customers about Kinh Do’s
products. As you saw in the bar chart, almost customer chose Kinh Do’s products being good
in taste, quality and packing with nearby 50% each product whereas there was only 33.3 %
choosing price good. The second group is average with around 40% people thought that
quality, packing and price is normal and 23.3% thought that taste is normal. The number of
customers choosing Kinh Do’s products is good are less than two groups above with 30% of
taste, 20% of quality, 10% of packing and only 6.7% of price. Specially, there was no one
choosing poor and very poor for four factors but the price. There was 20% of customer
thinking that the price of Kinh Do’s product is poor. Therefore, we can see that the price of
Kinh Do’s products is slightly high for ordinary consumer.
20
I. RECOMMENDATION
Through the survey, we found that Kinh Do has also drawbacks. The first is to limit the
price of the product. Most customers appreciated that the product of Kinh Do have high
price. In most of that customers have average incomes. Therefore, Kinh Do needs to
invest in products with affordable, consistent with low-income people. Also, the middle-
aged subjects are less interested in products of Kinh Do, therefore, Kinh Do should also
invest in the production of quality products suitable to the health of the elderly.
Organizations constantly encounter forces driving them to change. Because change means
doing something new and unknown, the natural reaction is to resist it. Extension
programme managers must overcome this resistance and adopt innovative and efficient
management techniques to remain high performers. They must improve their personal,
team, and cultural management skills if they hope to adapt themselves to a changing
world. Overwhelmingly, current management wisdom touts the goal of getting decisions
made as low down in the organization as possible.
The basic idea is that since people closest to the work are likely to know the most about
solving problems in their areas, they should be involved in the decisions concerning those
areas. An added benefit is that they are more motivated if they have some control over
their work and over their own destinies.
To carry out their responsibilities, managers need to obtain recent, relevant information
that exists in books, journals, and people's heads who are widely scattered within and
outside the organization. They have to make decisions based on information that is both
overwhelming and incomplete. In addition, managers need to get cooperation from
subordinates, peers, superiors, and people over whom they may have no formal authority.
Factors that affect managers include level of management, size of the organizational unit,
and function of the unit, lateral interdependence, crisis conditions, and stage in the
organizational life cycle.
21
They have to have a choice in what aspects of the job to emphasize and how to allocate
their time. Generally managers are engaged in four types of activities: building and
maintaining relationships, getting and giving information, influencing people, and
decision making.
22
REFERENCESKinh Do. (2010). KinhDo - Help Children in Difficult Circumstances. Available: http://www.kinhdo.vn/News/1-tin-tuc---su-kien/799-kinh-do---chung-tay-vi-tre-em-co-hoan-canh-kho-khan.html. Last accessed 24th October.
Kinh Do. (2010). The application of modern information technology at Kinh Do. Available: http://www.kinhdo.vn/News/1-tin-tuc---su-kien/809-ung-dung-cong-nghe-thong-tin-hien-dai-tai-kinh-do.html. Last accessed 24th October.
http://www.kinhdo.vn/ Last accessed 10th November.
![Kinh Chánh Pháp sanghata · 2 KINH ƒn tÓng - KHÔNG BÁN Free distribution only CHÁNH PHÁP SANGHATA [San-Ga-Ta] BẢN CHỮ NHỎ (Khai Kinh Hoàn Kinh: HT Thích Trí Quang)](https://static.documents.pub/doc/80x56/5e2aa2dd081fa745ee0a66f2/kinh-chnh-php-sanghata-2-kinh-n-tng-khng-bn-free-distribution-only.jpg)
