Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond Description
This case is set in 2017, when Co Gia Tho, Chairman of the Board at Thien Long Group Corporation ("TLG"), a Vietnam-based manufacturer and supplier of writing instruments and stationery products, is considering further international expansion. While Vietnam already had over 65,000 points of sale across the country, the company is looking to grow stronger by developing overseas markets. Founded in 1981 as a small family business manufacturing ball-point pens, TLG had grown to become the top stationery manufacturer in Vietnam and a market leader in the region. By end-2016, the company had a market capitalisation of approximately VND 4,000 billion (US$176 million), and total revenue of VND 2,162 billion (US$95 million). Its products were being distributed to more than 50 countries across six continents. Export revenues accounted for nearly 15% of the group's total revenue, and had been growing at over 30% year-on-year for the past three years. And yet, it continued to be a challenging proposition. What could Co do to enhance TLG's reach overseas? Moreover, given the global megatrend of rapid digitisation which was causing headwinds for the growth of physical office supplies in the more developed countries, how best could it adapt its strategy in the face of the changing dynamics of this almost commoditised and highly fragmented stationery industry?
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Case Analysis of Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.
Case Study Solutions Background Work
Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
case study solution
is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond, is to not only build a competitive position of the organization but also to sustain it over a period of time.
Strategic Management Tools Used in Case Study Solution
The Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.
Texas Business School Approach to Sales & Marketing Solutions
In the Texas Business School, Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.
We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Step 1 – Problem Identification of Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond - Harvard Business School Case Study
The first step to solve HBR Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Stationery Vietnam is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Stationery Vietnam, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.
Step 2 – External Environment Analysis
Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond.
The external environment analysis of Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.
What is PESTEL Analysis? Briefly Explained
PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study. PESTEL analysis of " Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.
How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?
As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond macro-environment and how it impacts the businesses of the firm.
How to do PESTEL Analysis for Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
To do comprehensive PESTEL analysis of case study – Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond , we have researched numerous components under the six factors of PESTEL analysis.
Political Factors that Impact Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.
Policy Making Impact on Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Government policies have significant impact on the business environment of any country. The firm in “ Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.
Data safety laws – The countries in which Stationery Vietnam is operating, firms are required to store customer data within the premises of the country. Stationery Vietnam needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.
Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond has numerous instances where the competition regulations aspects can be scrutinized.
Import restrictions on products – Before entering the new market, Stationery Vietnam in case study Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond" should look into the import restrictions that may be present in the prospective market.
Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Stationery Vietnam in case study “ Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond ” should look into these export restrictions policies.
Foreign Direct Investment Policies – Government policies favors local companies over international policies, Stationery Vietnam in case study “ Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.
Taxation & Regulation Impact on Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.
Tariffs – Chekout how much tariffs the firm needs to pay in the “ Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Stationery Vietnam can compete against other competitors.
Government Scheme & Subsidies Impact on Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study have to assess whether their business can benefit from such government assistance and subsidies.
Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.
Political System & Stability, and its Impact on Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.
Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.
Corruption level – Stationery Vietnam needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.
Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.
Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.
Economic Factors that Impact Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Social Factors that Impact Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Technological Factors that Impact Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Environmental Factors that Impact Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Legal Factors that Impact Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond
Step 3 – Industry Specific Analysis
What is Porter Five Forces Analysis
PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond case study. PESTEL analysis of " Thien Long Group Corporation: Stationery Success in Vietnam, Dynamic Ambition Beyond" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.
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