Nguyen Van HoaiUnit 16: Managing Communications, Knowledge and
InformationVietnam National Shipping LinesB1303Dr. Willibeth C.
Candol09/09/2014
Table of Contents Introduction (3)1.1 Discuss the range of
decisions to be taken by managers at Vietnam National Shipping
Lines41.2 Examine the information and knowledge needed to ensure
effective decision taking in Vinalines61.3 Assess internal and
external sources of information and understanding81.4 Justify
recommendations for improvement in information and knowledge
management for Vinalines10Decision support system (DSS)11Executive
information system (EIS)122.1 Identify stakeholders of Vinalines
for s decision-making process13Internal stakeholders: Managers and
Employees13External stakeholders:14Connected stakeholders:142.2
Make contact with identified stakeholders and develop business
relationships152.3 Involve those identified stakeholders in the
decision making as appropriate172.4 Design strategies for
improvement in decision-making process and development of
Vinalines29Conclusion (30)References (31)
INTRODUCTIONNational Shipping Lines (Vinalines), Vietnams
largest state-owned shipping company, founded in 1995 through a
merger of more than two dozen companies, is likely to continue its
losing streak in the first half of 2014 due to difficulties in its
transport operations and losses suffered when it sold a number of
its ships.Total cargo transported by the state giant in the first
half of this year totalled 13.5 million metric tonnes, up 1 per
cent on-year and equal to 47 per cent of the whole year target. The
amount of freight transported was significantly lower.Vinalines is
a group with about 15 subsidiaries in nationwide. Over years of
construction and development, Maritime Corporation Vietnam has
played a key role in Vietnam's marine economy, contributing
significantly to the economic development of the country.I will
conduct this report to demonstrate how to evaluate information and
knowledge needed to ensure the effective decisions can be made for
Vinalines and its stakeholders. Besides, the analysis of the
importance and the necessary of preparing the internal and external
sources of information and knowledge will be also conducted.
Finally, stakeholders of Vinalines will be indentified to make
sufficient communication in order to propose appropriate decision
making processes.
1.1 Discuss the range of decisions to be taken by managers at
Vietnam National Shipping LinesIn any business organization,
decisions are the basic base for any strategic things to be
processed. Tasks and works will be distributed after the decisions
are made. Insufficient decisions can harmfully cause negative
impacts for a company. Logically, the decision making process plays
an extremely important role in any business organization including
Vietnam National Shipping Lines ( Vinalines ) Different levels of
decision will be made by different levels of management to
guarantee for the most sufficient decisions. In Vinalines, there
are three level of decision making procedure which are Strategic
planning (Top management), Tactical planning (Middle management
control) and Operational planning (Line managers / Executives).
Figure 1: Three level of decision making procedure (Tutor2u,
N.d) 1. Strategic planning (Top management):Strategic decisions are
the highest level of decisions which can be made in Vinalines. The
person in this level is the top management of the company including
president, CEO, Board of directors and shareholders. Almost of the
decisions made in this stage of management are medium or long term
decisions which greatly influence the operation of the whole
company. Reasonably, any misleading or inappropriate decisions can
seriously cause to significant lost and failure for Vinalines.
Therefore, only qualified people can conduct this type of important
decisions. In Vinalines, strategic decisions must specify and
support for the mission, vision, objectives, policies and plans for
the company.2. Tactical planning (Middle management control):In
this stage, it means ensuring that resource are obtained and used
effectively and efficiently in accomplishment of the organizations
objectives. At the tactical level, responsibilities belong to
managers. The middle managers of this level can be in various
departments such as Human Resource, Manufacturing, Marketing or
R&D. Manager will manage and control the activities of their
department and coordinate with other departments to complete the
objectives of Vinalines. On other words, this is the process of
implementation strategies from above management. Decisions at this
level are used to set medium-term or short-term targets to achieve
the goals of the organization base on the strategic planning.3.
Operational planning (line managers / executives):This stage
ensures that specific tasks are carried out effectively and
efficiently. It focus on individual tasks, and carried out within
the strictly defined guidelines issued by strategic planning and
tactical control decision. At this level, line managers or
executives will make the short-term goals; these goals must also be
consistent with the provisions of the tactical level. Because the
goals are in short-term, the line managers or executives must set
goals periodically and continuously to satisfy the tactical goals
established by above managers. This is the lowest level of
managerial level; therefore, they need to report to middle managers
to clarify the process of achieving the target of Vinalines.
Otherwise, the results of decision made in this stage will be good
references for Vinalines to establish new goals in the future.For
example: The order from the manager of manufacturing department is
guarantee for the safety in working for all employees. Definitely,
the line managers or executives will have decision to choose the
best methods to protect the employees in work place such as
training employees about safety, training about using the operating
machines safely, and providing safety equipment.
1.2 Examine the information and knowledge needed to ensure
effective decision taking in VinalinesTo make decisions, various
management levels of Vinalines need to collect sufficient
information and knowledge which primarily requires to decision
making process. The information and knowledge can be collected from
different sources inside and outside of the organization. There are
three levels of information include strategic information, tactical
information and operation information.
Figure 2: Three types of information in Vinalines (FAO, N.d)
1. Information Strategic information:Strategic information is
used by the top management level in an organization such as CEO or
board of directors. They will be the decision makers for the
long-term goals. The job in this level is to plan the organizations
overall objectives and strategy and to measure whether these are
being achieved. In this level, the characteristic we can see are:
derived from internal and external sources, summarized the plan at
a high level, relevant to the long-term project or objective of
company, have to in charge of all problems in the whole
organization and often prepared on an ad hoc basis (Business
Essentials, 2010). Tactical information:The information in this
level is used by the managers at all level, but mainly at the
middle level for tactical planning. At first, they will receive the
information and instructions from strategic management; then more
detail information relate to strategic information receiving from
the top management will be collected and turn it into actions. They
also need to collect the information in operational control level
and report them to their top management by formal reports. The
information at this level is often used to implement the plans,
strategies in the short- term. Vinalines also need a management
information system (MIS) can manage information in the effective
before make decision. Operational information:This kind of
information relate to short-term activities of the company.
Initially, line managers are the people who use that information to
solve the problems occurring in the operating process and
supervising the daily activities of employees in the company.
Because the operational information relates to the level of
decision-making previously which referred to as operational control
so the characteristics can be seen clearly in this level are
include derived from internal resources, highly detailed, relates
to immediate decision, task-specific and usually prepared
frequently (Managing Communications, Knowledge and Information,
2010). It is opposite with the strategic information because all
the information in this level are transfer into pattern and
employee just need to follow them. First-line managers are the
people who use that information to solve the problems occurring in
the work process and supervision the daily activities in-group of
people in the company. The first-line managers are the first to
receive information and then they will report back to the mid-level
managers. Middle managers will report back to the top managers.
After top managers have the final decision, the first-line managers
will implement the objectives and plans of the company such as
recruitment and training of new employees. They also need to have
specialized knowledge travel to work in the best way. In addition,
communication skills are also important for the first-line
managers.
2. Knowledge: For the knowledge, the CEO or General Director
needs certain knowledge and experiences in order to manage the work
as well as have appropriate decisions for Vinalines. The knowledge
can be seen in many difference places such as in presentations,
reports databases, software or even in memory and experiences. To
help the CEO can choose appropriate knowledge when he uses to
control the company or gives effective decisions, two types of
knowledge will be indicated as following: Tacit knowledge: is
subconsciously understood and applied, developed from direct
experience and action, and usually shared through conversation and
experience. This type of knowledge can be described as the instinct
of human that enables us to recognize the correct feel (Business
Essentials, 2010). Explicit knowledge: can be easier to identify
because the knowledge in this kind can be found in written
procedure or as a process in a computer system and is also
re-usable in a consistent and repeatable manner for decision-making
(Business Essentials, 2010). In explicit knowledge, employees just
only need to follow the instruction in order to do their jobs.
1.3 Assess internal and external sources of information and
understanding
After reviewing some of the information and knowledge, it may
require ensuring that the decisions of company are effective. The
management levels of Vinalines will review the classification and
evaluation of internal and external sources of information such as
formal and informal, primary and secondary (including official and
unofficial sources) and others. 1. For internal resources: This is
the information about the activities or transactions that occur
within an organization. It is necessary for all management levels
of a company. The internal sources include accounting ledger,
personnel, payroll, production department and marketing
departing.For example: According to internal information about the
quality assessment report of employees working performance from the
HR department of Vinalines, fair wages and rewards will be paid to
employees for their achievement in work. 2. For external resources:
This type of information is collected outside of the organization.
That information includes information on business environment,
economic issues, suppliers, customers, etc. Information can be
gathered from various sources such as newspapers, magazines,
television, internet, etc. Besides, the most considerable role of
the innovation department of Vinalines is figure out the trend of
the market; in other words, innovation has the role to satisfy
customers needs by appropriate products produced. Therefore,
collecting information about customers demands is very important to
Vinalines. As a result, surveys about customers demands usually
made especially in new markets. There are two types of the
information outside of the organization, which can be used for
Vinalines:Official sources This kind of information can be trusted
because it is conducted by authorized and reliable organization.
Official sources can be Government Statistics, Macro statistics
about the economy such as income, GDP, investment, Investment
information, etc. Base of those information, general observation
about the new market basically appear for the management of
Vinalines in order to conduct decisions.
Unofficial sources There are many sources of unofficial
information such as private research results, documents (books,
magazines, reports), opinion polls, online database, etc. However,
these sources of information just have relative value of
reliability because the accuracy of the information is not high if
information is acquired from unreliable source. It will negatively
influence the decision of the management of Vinalines.
Nevertheless, it does not mean that Vinalines should not use
unofficial sources of information; it means that Vinalines should
use the unofficial information selectively and systematically.
3. Formal information:Formal sources include statements from the
organizations officials, published documents and company
advertising. Formal information is received from outside of the
corporation. The formal collection of data from outside sources may
be entrusted by particular individuals within the organization. 4.
Informal information:Informal information is also from outside the
corporation. And informal sources include rumors, meeting with
suppliers or customers and reports compiled for personal use.
(Business Essentials, 2010)
5. Primary and secondary data:Primary dataAny data that is used
solely for the purpose for which it was collected is termed primary
data. Some problems can only be solved by collecting primary data
and this involves carrying out an inquiry and survey.
For example: At Vinalines, the data collected through customer
surveys and market research is used to provide information for
decision-making process.
Secondary dataIs data that is taken from some other source is
called secondary data. Internal resources of secondary information
include information from: Accounts department. Sales and marketing
department. Production and operations. Human resources. External
resources of secondary information include: Regulatory bodies and
industry associations. Books. Government agencies. Journals and
articles. The internet.
1.4 Justify recommendations for improvement in information and
knowledge management for Vinalines
In order to meet strategic objectives in domestic and foreign
market, Vinalines must have strategic and decisive decision.
Nevertheless, prior making any decisions, management of Vinalines
must find and analyze information carefully to minimize the ratio
of inappropriate decisions made. There are many different types of
useful tools which can help Vinalines to work with information:
Transaction Processing Systems (TPS), Decision Support Systems
(DSS), Executive Information Systems (EIS), Management Information
Systems (MIS), Knowledge working systems (KWS), and Expert Systems.
Approach information is important because it affects directly to
activity of Vinalines. In any organizations, managers must seek
accurate information, be careful to be able to make the right
decisions and complete tasks. Additionally, information collected
from internal and external are also essential. Managing Information
System (MIS):MIS provides information that is needed to manage
organizations efficiently and effectively. Management information
systems are not only computer systems - these systems encompass
three primary components: technology, people (individuals, groups,
or organizations), and data/information for decision making. (Study
Mode, n.d) Management information systems are distinct from other
information systems in that they are designed to be used to analyze
and facilitate strategic and operational activities in the
organization. MIS is considered as the most significant and
effective tools for all level of management in Vinalines. The
information and data can be collected, processed, and stored
effectively and sufficiently.
Figure 5: Management Information System (Study mode, N.d)
Decision support system (DSS)
Decision Support Systems (DSS) are a specific class of
computerized information system that supports business and
organizational decision-making activities. A properly designed DSS
is an interactive software-based system intended to help decision
makers compile useful information from raw data, documents,
personal knowledge, and/or business models to identify and solve
problems and make decisions. (Information builders, N.d) DSS serve
the management, operations, and planning levels of an organization
and help to make decisions, which may be rapidly changing and not
easily specified in advance. DSS include knowledge-based systems. A
DSS designed based on business models to identify and solve
problems and make decisions. These tools are extremely useful which
supports for managers good base to make final decisions. They can
be appropriate for strategic and tactical level of management of
Vinalines.
Executive information system (EIS)
Early executive information systems were developed as
computer-based programs on mainframe computers to provide a
companys description, sales performance and/or market research data
for senior executives. However, senior executives were not all
computer literate or confident. Moreover, EIS data was only
supporting executive-level decisions but not necessarily supporting
the entire company or enterprise.Current EIS data is available
company- or enterprise-wide, facilitated by personal computers and
workstations on local area networks (LANs). Employees can access
company data to help decision-making in their individual
workplaces, departments, divisions, etc.. This allows employees to
provide pertinent information and ideas both above and below their
company level.The typical EIS has four components: hardware,
software, user interface and telecommunication.However, Ministry of
Transporthas made a decision to pause transport license for ships
not flying the flag of Vietnam since 2013. This decision is to
solve the problem of excess capacity Vinaliness fleet (Chi Hieu,
2012). This is the good news for Vinalines and top managers should
quickly make decision to expand their business in domestic market.
In general, there are many types of tools and systems which support
for the management and decision making processes of Vinalines.
Vinalines should wisely and selectively choose the most appropriate
methods for each department and each level of management of
Vinalines.
Some practical benefits by applying different types of
management information systems of Vinalines: -Companies are able to
highlight their strengths and weaknesses due to the presence of
revenue reports, employees' performance record etc. The
identification of these aspects can help the company improve their
business processes and operations.-Giving an overall picture of the
company and acting as a communication and planning tool.-The
availability of the customer data and feedback can help the company
to align their business processes according to the needs of the
customers. The effective management of customer data can help the
company to perform direct marketing and promotion
activities.-Information is considered to be an important asset for
any company in the modern competitive world. The consumer buying
trends and behaviors can be predicted by the analysis of sales and
revenue reports from each operating region of the
company.(Wikipedia, N.d)
2.1 Identify stakeholders of Vinalines for s decision-making
process
Stakeholder analysis is one of the first steps you should have
in activities business because they are the factors that support to
help you succeed. Therefore, Vinalines needs to build a good
relationship between other stakeholders in the company. There are
three main types of stakeholders : Internal, connected and external
stakeholders. Internal stakeholders: Managers and Employees
Manager is an individual who is in charge of a certain group of
tasks, or a certain subset of a company. A manager often has a
staff of people who report to him or her. (Business Dictionary,
N.d) . They are also responsible for making strategic decisions and
tactics for the company because the company run better if they can
get more benefits and more. For example, when customers use more
shipping, Vinalines managers will decide to build more ships to
serve the needs of our customers. Since then, the comany will get
more profit, the managers will have to pay more than as wages,
bonuses, commissions, etc.Objective of Manager: Create good and
professional work environment for staff. Well manage to get the
objective of the company efficiently. Consideration about their
future job and life
Employees are workers who are hired to work certain jobs under a
contract of employment. The typical employees of Vinalines are
workers, engineers, technicians, etc. The objective of employees is
work with high capacity to have the high quality products and
services for customers and bring benefits to Vinalines. They must
completely receive and finish the works assigned from above
managers. Reasonably, Vinalines has focused on training their
employees; help their employees have appropriate working styles to
meet the requirements of the company. Besides wage policy and
allowances, Vinalines also applies bonus policy that encourages
employees to devote and contribute more for the development of
Vinalines.Objective of Employees Good salary and fast payments
Comfortable working environment. Job security for employees is
guaranteed. Diversification employees (regardless to demographical
factors) Have training opportunities and promotion. External
stakeholders: Government is a group of people that governs a
community or unit. They set public policy and administer the
actions of the citizens or societies. As a state-owned shipping
company in Vietnam, Vinalines must comply with government
regulations such as labor law. In this way, companies can ensure
fair competition between companies strong and this creates a
competitive advantage for Vinalines. Implementation of the legal
standards and laws: Paying taxes on time In accordance with
business ethics. Solve the employment problems and hire many labors
Community is Certain group of people in the society. Moreover, to
get the attention of the community by making charitable scholarship
program, the company will attract more customers and build their
reputation. So the company can get more help from the government
and organizations to investObjective of Community: Benefits need to
be maintained Concern and support from the company Connected
stakeholders: Shareholders is an individual, group, or organization
that owns one or more shares in a company, and in whose name the
share certificate is issued. Earn maximum dividend. Obtain more
stocks of the company. Receive companys assets if dissolving The
growth potential in the future. Legally control the company.
Customers who purchase goods and consumption goods of Vinalines and
conduct payment. They need to be transported in bulk. Consider this
for the customer is to transport on time, reasonable price and
quality during transport. Thereby, Vinalines must meet the
requirements of customers to create loyalty and trust in our
customers.Objective of Customer: Reasonable price Convenient
distribution system: location of the stores where customers can
purchase products easily. Presidentially protect customers personal
information High quality products Good after sale services and
promotion. Suppliers are individuals or businesses that desire
purchasing from buyers which are mainly whole buyers. To suppliers,
Vinalines should build a long-term relationship to bring benefits
for both High quality raw materials and good services. Stability
price and long-term cooperation. Payments: Simple and fast,
flexibility in payments methods. Maintain good trading
relationships with suppliers to expand the market.
2.2 Make contact with identified stakeholders and develop
business relationshipsThe stakeholders listed above, it is
important how Vinalines can build a long term relationship with
them because they affect the company's operations. With Vinalines,
creating a long-term relationship with stakeholders is very
important, because they have a major impact on business. So, with
the various stakeholders, Vinalines to use various contacts to
attract them and get their trust.With employees and managers In
general, the employees are all people hired to work for Vinalines.
They are priceless assets of Vinalines. Terefore, Vinalines must
seriously care about them. Hard-working and skillful employees will
make efficient work outcomes. Reasonably, Vinalines creates
comfortable and friendly work environment for their employees,
which indicates not only the professionalism but also the humanity
of Vinalines. It will positively encourage the employees to work
more efficiently; and the employees loyalty will be improved.
Furthermore, Managers are people who keep decisive role into
business activities of Vinalines. Therefore, managers have an
important role to cause the success or failure of the company.
Moreover, managers need to combine the operation activities with
the purpose of business to achieve the mission and vision of
Vinalines. In addition, management of Vinalines also must regularly
monitor employees, monitor work progress, and ensure the employees
of Vinalines always meet the outcomes of the company. If any errors
occur during the work, the responsible does not only place on the
employees but also the managers. Besides, manager of Vinalines has
created favorable working environment where employees are treated
fairly and respectively.For instance: if a production line of
Vinalines. produces products with errors; however, the errors are
made by the workers due to the lack of instruction and guideline to
the managers. The responsibility will be assigned to the workers as
well as the managers.With shareholdersPowerful shareholders have
the right to interact and control Vinalines, which decides the
survival and development of the company. In order to increase the
level of loyalty and belief of shareholders, Vinalines needs
effective operation plan to bring profits and revenues for the
company as well as fairly distributed dividend to certain
contracted shareholders such as common shareholders and preferred
shareholders.With customersSatisfying customers and consumers
demands are the main purpose of any business organization.
Customers of Vinalines are the key people who decide the succession
or failure of the company. Therefore, building up a good
relationship with customers and strengthening the customers loyalty
are extremely important to Vinalines. There are several elements to
enhance the loyalty of the customers such as high quality products,
functional products with appropriate price, extra services or after
sell services, etc.With supplierVinalines needs to satisfy the
requirements of suppliers. Payments need to be on time to keep the
reputation of Vinalines. Long term contract with prestigious
suppliers can cause the good purchasing price which helps Vinalines
create a competitive strength in pricing. In addition, the company
should contact the supplier when purchasing email when Vinalines
want to purchse material also creates a meeting with suppliers is
necessary to change the decision in the contract.With
GovernmentGovernment importantly influences the succession of any
business. Vinalines needs to restricted follow the legislated laws
of these countries such as the taxation policies, business ethic
policy and environmental restrictions. Alternatively, besides the
laws and restrictions. These countries government also provides
convenient and advantageous conditions for Vinalines to operate and
promote the development of these countries economy.With
communityThe social ommunity greatly contributes for the success of
Vinalines in many different countries.Thus, the mission of the
Vinalines needs to stay closely to the benefits of the community.
The more contribution for the social community, the more consistent
the company exists in the market. Vinalines has many different ways
to contribute for the society such as sponsoring for medical
activities and sport events. Environmental protection will bring
good conceptions about a healthy and friendly environmental
Vinalines.
2.3 Involve those identified stakeholders in the decision making
as appropriate
Customers of Vinalines are the key people who decide the
succession or failure of the company. Therefore, building up a good
relationship with customers and strengthening the customers loyalty
are extremely important to Vinalines. The survey will help
Vinalines capture the actual needs of customers about vehicles
products of Vinalines through their feedbacks. Since then, the
company can set up policies and plans consistent with the needs of
customers. In addition, the survey also will helps collect customer
information to classify the market and launch new products to suit
each customers type. By using survey for 20 companies, Vinalines
can understand the quality of the company.Questionnaire: Please
take some minutes to answer below questions. Your corporation will
greatly support for us to provide better products and services for
you. Be aware that your information will be kept confidentially. No
personal information will be disclosed without your permission.
Please circle the most appropriate choice for you!1. Which age
group do you belong to?Management Communications, Knowledge and
InformationJuly 2014a. 6MCKI A1 QCF 2014 UTEb. 18 to 28c. 29 to
39d. 40 to 50e. 51 to 61f. Above 61
2. How much is your monthly income in million VND? a. b. 0 to
10c. 11 to 15d. 16 to 20e. 21 to 25f. Above 25
3. Which occupation group you belong to?a. b. At homec. Business
persond. Office employeee. Manual workerf. Others:_________
4. How do you know about Vinaline?a. Internet b.
Newspaper/magazine c. Television d. Trading association 5. Why do
you use the services of Vinalines?a. Priceb. Goodwillc. Customer
service d. Other 6. What do you think about the services and people
Vinalines?a. Very good c. Acceptable e. Others__________b. Good d.
Improvable
7. How is your evaluation about quality of using port?a. Bad b.
Good c. Very good 8. What do you think about the price of using
service?a. Expensive b. Acceptable c. Cheap9. Did the shipping
delivery on time?a. Yes b. No10 . How often do you use Vinalines
services?a. 1 monthb. 2 or 3 monthsc. 4 or 5 monthsd. Over 6
months11. Do you want to use our service again?a. Yes b. No
1. Which age group do you belong to?
ChoicesFrequencyPercentages
a. 18 to 281010%
b. 29 to 394141%
c. 40 to 503535%
d. 51 to 611111%
e. Above 6133%
Total100100%
The majority of participants were from ages 29 to 39 with 41% of
participants. 35% of participants belong to 40 to 50 age group.
Participants who were under 28 years old and over 51 to under 61
years old were 10% and 14% respectively. There was just 3% of
participants over age of 61.
2. How much is your monthly income in million VND?
ChoicesFrequencyPercentages
a. 0 to 104040%
b. 11 to 152929%
c. 16 to 201616%
d. 21 to 2599%
e. Above 2566%
Total100100%
In this survey, 40 respondents had income at between 0 and 10
million VND per month. This was the most crowded group in the
survey. The second crowded respondents group, 29 people had income
from 11 to 20 million VND. Only 6 out of 100 people in the survey
had income greater than 25 million VND. This is the smallest group
in the survey. Besides, 16 respondents had income from 16 and 20
million VND; 9 participants had income between 21 and 25 million
VND per month.
3. Which occupation group you belong
to?ChoicesFrequencyPercentages
a. At home1818%
b. Business person3535%
c. Business owner1111%
d. Office employee2929%
e. Others77%
Total100100%
There were 35% of respondents are business person. This group
was the biggest group in the survey. At the second biggest group
was office employee with 29%. Respondents who were at home and
business owner occupy 18% and 11% for each group. Participants with
other occupation accounted for 3%. 4. How do you know about
Vinaline?ChoicesFrequencyPercentage
a. Internet1515%
b. Newspaper55%
c. Television 2020%
d. Trading assocition6060%
Based on the chart, the company can understand where they can
get customers, according to the result, customers know about the
company through trading group is 60% while newspaper is 5% and
television is 20%5. Why do you use the services of
Vinalines?ChoicesFrequencyPercentage
e. Price1137%
f. Goodwill1343%
g. Customer service 413%
h. Other27%
Based on the chart, 43% of respondents in the survey expected to
used Vinalines services by its goodwill . On the other hand, there
were also 37% of respondents want to save their cost . In addition,
remained customers choose Vinaliness service because of customer
services 13% and other 7%.6. What do you think about the services
and people of Vinalines?ChoicesFrequencyPercentages
a. Very good3535%
b. Good3131%
c. Acceptable2222%
d. Improvable1212%
e. Others00%
Total100100%
Comment: The services of Vinalines were rated as very good and
good with 61% in total. 22% of people just basically satisfied with
Vinaliness services and people. Besides, there was 12 in 100
respondents desired improvement from Vinaliness services. 7. How is
your evaluation about quality of using
port?ChoicesFrequencyPercentages
a. Very good3030%
b. Good2525%
c. Acceptable2020%
d. Improvable2020%
e. Others55%
Total100100%
Based on the chart, we can see the quality of port were greatly
rated with 30% of answer said very good and 25% said good. 20%
basically accepted the quality of port and need improvement.
8. What do you think about the price of using service?
ChoicesFrequencyPercentage
a. Expensive2020%
b. Acceptable5050%
c. Cheap3030%
The biggest percentage of 50% of customer wanted vote for the
acceptable in price Percentage of customer they think Cheap
accounted for 30% . 20% of customer they think the price is
expensive. Therefore, the price of service of Vinalines is
acceptable for customers.9. Did the shipping delivery on time?a.
Yes b. NoDelivery on timeFrequencyPercentage
A. Yes 7070%
B. No3030%
We can see that the on time delivery quality of Vinalines, 70%
customer said their dilivery on time. and 30% for late. Along with
preserved container systems, Vinalines ensures the quality of
products for their customers.10. How often do you use Vinalines
services?Using service frequencyFrequencyPercentage
A. 1 month5050%
B. 2 or 3 months 2020%
C. 4 or 5 months1515%
D. Over 6 months1515%
Most customers Vinalines is the largest import and export
companies. They are employed in food processing, handicrafts,
rubber tire production. They import raw materials and export their
products abroad. Depending on the yields that determine the
frequency of use of services, most companies work better with
business transactions performed regularly.11. Do you want to use
our service again?FrequencyPercentage
A. Yes 7070%
B. No3030%
Vinaline meet customer needs and quality should satisfy the
majority of their customers will use the service of Vinaline for
the next time, recently government issued decision about prohibit
ships which do not fly Vietnam flag. This decision forces customers
using Vinalines to help them overcome this downturn.
2.4 Design strategies for improvement in decision-making process
and development of VinalinesAfter conducting the survey, we can see
that customers are quite satisfied with the services of Vinalines.
The ompany will analyze all the information to understand the
strength and weaknesses. Therefore, the company will use a SWOT
analysis to find out the strength, weaknesses, opportunities and
threats of the companyStrengthWeaknesses
Geographic location is an absolute competitive advantage of
Vietnam to develop business services sector ports. Good at the
price strategy Cheap labor, which led to the service of our country
is relatively low compared the services of other countries, Having
the largest market share in Vietnam Berths not enough to meet the
demand for large vessels, especially terminals for container ships
operating on the route away from the sea. Lack of capital,
management experience and technology Use old ships to provide
services
OpportunitiesThreat
Having the help from Government Export industry is growing,
there is the potential for shipping industry The more stable
economy and boost production which will increase the demand for
maritime services There are lot of competitors from international
and in region Having bad debt Degrading infrastructure
Shipping market continues to decline sharply 5th consecutive
year, uncertainty is worse than in previous years. While scarcity
unimproved sources, the supply of new vessels into the market
abundant, making freight rates are not likely to recover. So far,
the world's carriers must accept to run farther, lower price and
receive all the consignments are not enough referees ship. With a
fleet of dry bulk structure accounted for 82% load, Vinalines fleet
also strongly affected by the oversupply of this tonnage.In recent
years, the world economy falls into recession, with the
difficulties of the economy and the fierce competition of the
market economy, enterprises in the sector of maritime services
Maritime Corporation Vietnam has met many challenges. But with
tradition, experience and their internal capacity, firms in the
service sector of the maritime Maritime Corporation Vietnam always
dynamic, creative production and business activities to maintain
and develop developing customer network. Besides, optimizing
production, enhance human resource development in order to
constantly improve the quality of services along with the link, a
day to support the business linkages between the maritime services
sector said and private enterprises members of the Corporation
Vietnam Maritime generally has created a competitive strengths to
help overcome difficulties and achieve superior results in the
production of business in recent years. To address this, Vinalines
has written several petitions solutions to remove difficulties.
Accordingly, Vinalines recommendations to the Government,
Ministry of Finance, State Bank instructed banks, credit
institutions implement the debt restructuring, relaxation
considering allowing debt re-structuring, loan interest rates ,
extended repayment period, long overdue rates for long-term
investment projects of the Corporation, there are other practical
support.Accordingly, banks can give shipping companies struggling
to borrow working capital ship operators in the 2013-2015 period.
At the same time, a variety of taxes, fees should be exempt
Vinalines also be given. First, it is suggested that the 50% value
added tax and import duty ship, registration fees when importing
ship.
CONCLUSIONThis report helps management of Vinalines gather
information needed for decision making and improve service quality
of Vinalines. Besides, based on the information gathered, managers
can make appropriate strategy to help company overcome the
weaknesses and promote the strengths. By understanding and applying
suitable methods, the operation of Vinalines will run perfectly
functional and efficiently. Otherwise, by understanding the demands
of customers,Vinalines can have a good advantage to provide the
most appropriate car products to their customers. In order to
understand the customers and find out the suitable strategic
marketing strategies,Vinalines should concern about some essential
factors in marketing.
REFERENCESBPP Learning Media Ltd 2010, Chapter 7: Information
and Knowledge needs, Managing Communications, Knowledge and
Information, 2ndedn, BPP House, Aldine Place, London, p. 234.BPP
Learning Media Ltd 2010, Chapter 7: Information and Knowledge
needs, Managing Communications, Knowledge and Information, 2ndedn,
BPP House, Aldine Place, London, p. 247.Vinalines website, 2014,
Marine services, viewed on 8th September 2014,
