Change Management - Tài liệu tham khảo | Đại học Hoa Sen

G
FACULTY OF ECONOMICS AND MANAGEMENT HUMAN RESOURCE MANAGEMENT CHANGE MANAGEMENT CHANGI NG STRATE GY OF
LECTURER: BUI THI VAN QUYNH CLASS: 1101 VIETTE Group 3: L 1. Le Nhat An - 2162113 2. Phan Chung Huy - 2195045
3. Nguyen Thi Phuong Linh - 2171400 GROUP
4. Bui Truong Thao Nguyen - 2193373
5. Nguyen Bui Thuy Trang - 2199442 08/2022 Hoa Sen University ABSTRACT
No matter how well businesses have done before, if they are not willing to change and
destroy old successes to create new values, they will be left behind and out of the race
for development. To survive and succeed every organization needs to adapt and adjust
to become stronger. That's why change management should be a top priority for
businesses. To better understand the importance of change and its impact on a
business, here's an analysis of Viettel’s strategic change and that’s a successful step.
Viettel wants to assert that they are always the best option in Viet Nam.
Final Project of the course Change Management P a g e | i Hoa Sen University INTRODUCTIONS
Objectives of the project.
 Clarifying Viettel changing strategy
 Learn the importance of change
 Proposing a suitable change for Viettel at the moment Allocate work STT Full Name Work done 1 Presentation, PPT, Nguyen Thi Phuong Linh Report Editing. 2 Presentation, Le Nhat An Find information. 3 Presentation, Phan Chung Huy Find information. 4 Presentation, Nguyen Bui Thuy Trang Find information. 5 Presentation, Bui Truong Thao Nguyen Find information. TABLE OF CONTENTS
ABSTRACT.................................................................................................................. i
Final Project of the course Change Management P a g e | ii Hoa Sen University
INTRODUCTIONS.................................................................................................... ii
Objectives of the project......................................................................................... ii
Allocate work........................................................................................................... ii
TABLE OF CONTENTS........................................................................................... iii 1.
INTRODUCE ABOUT VIETTEL GROUP.......................................................1 1.1.
General introduction.................................................................................... 1 1.1.1.
History of formation and development....................................................1 1.1.2.
Area of business activities.......................................................................4 1.2.
Introduce about 3 “heros” of Viettel...........................................................5 1.2.1.
Viettel under Mr. Hoang Anh Xuan (2009-2014).....................................5 1.2.2.
Viettel under Mr. Nguyen Manh Hung (2014-2018)................................5 1.2.3.
Viettel under Mr. Le Dang Dung (2019-present).....................................6 2.
THE CHANGE STRATEGY OF “REBRANDING VIETTEL”.....................7 3.
REPOSITIONING OF VIETTEL......................................................................9 3.1.
Viettel changing strides.............................................................................. 10 3.2.
Core changes in the Brand Repositioning of Viettel.................................11 3.3.
For Viettel internals, this Brand Repositioning brings a big change......12 3.4.
The successes that " Brand Repositioning " brings to Viettel.................13 3.5.
Difficulties in Brand Repositioning...........................................................14 3.6.
Viettel's competitors................................................................................... 14
RECOMMENDATIONS.......................................................................................... 15
CONCLUSION......................................................................................................... 16
REFERENCES.......................................................................................................... 18
Final Project of the course Change Management P a g e | iii Hoa Sen University
1. INTRODUCE ABOUT VIETTEL GROUP. 1.1. General introduction.
- Viettel Group - the leading telecommunications enterprise in Vietnam.
- Viettel's full name is the Military Industry and Telecommunications Group of Vietnam.
- Established on June 1, 1989 and headquartered at Lot D26, Ton That Thuyet
Street, Yen Hoa Ward, Cau Giay District, Hanoi, by Mr. Le Dang Dung as Chairman and CEO.
- This is the telecommunications enterprise with the largest number of customers nationwide.
- Viettel is a telecommunications service provider with business operations
spanning 13 countries from Asia, America to Africa with a market size of 270 million people.
1.1.1. History of formation and development  Phase 1.0 (1989-1999):
the company hires, builds and installs tall masts for
telecommunications companies and television stations.
- On June 1, 1989, the Information Equipment Electronics Corporation
(SIGELCO) was established - the forerunner of the Military
Telecommunications Group (Viettel). Change Management P a g e | 1 Hoa Sen University
- During the initial period of operation, SIGELCO had about 40 employees,
mostly soldiers from units of the Army Communications.
- During the first 5 years, Viettel worked as a hired worker for the General
Department of Posts (the predecessor of VNPT).
- In 1995, the company was just granted a license to trade in
telecommunications services, but it is also an enterprise licensed to provide
a full range of telecommunications services in Vietnam.
- 4 years later, Viettel again created a new miracle: Completed the 1A fiber
optic backbone with a length of 2000km north-south.  Phase 2.0 (2000-2010):
the largest telecommunications company in Vietnam.
- From Sigelco - Viettel 1.0 is a construction and installation company,
Viettel has stepped into the 2.0 phase in the period 2000-2010, becoming
the largest telecommunications company in Vietnam despite starting from
the 4th position. Viettel's spectacular comeback is still considered as a
miracle making a revolution in Vietnam's telecommunications industry.
- The military operator broke the monopoly and turned telecommunications
services from luxury into a commodity.
- After that revolution, there was a great change in people's lives and
Vietnam's economy thanks to easy and low-cost access to knowledge and information connection. Change Management P a g e | 2 Hoa Sen University  Phase 3.0 (2010-2018):
Vietnam's No. 1 high-tech corporation enters the field
of manufacturing and research, begins to invest abroad, and brings mobile
services to people in all countries. that Viettel invests.  Phase 4.0 (2018-present):
creating a digital society in Vietnam.
- Viettel has built a strong infrastructure in 4G telecommunications
technology and is currently a pioneer in 5G technology.
- To create an even stronger foundation for intelligent, deep connectivity in
the world of internet of things, paving the way for Vietnam's outstanding
development in technology and all other fields. Change Management P a g e | 3 Hoa Sen University
1.1.2. Area of business activities.
- Most people come to Viettel in the telecommunications segment, but few
know that besides, the business has many other business fields.
- Below are the current business areas of Viettel:
 Provide telecommunications, IT, radio and television multimedia products and services.
 Information and communication activities.
 E-commerce, postal and delivery activities.
 Providing financial services, payment services, payment intermediaries, currency intermediaries.
 Management consulting, survey, design, investment project.
 Construction and operation of works, equipment and infrastructure of
telecommunications, IT, and television networks.
 Research, develop, and trade in military technical equipment and
support tools for national defense and security.  Trading in dual-use goods.  Sport. Change Management P a g e | 4 Hoa Sen University 1.2.
Introduce about 3 “heros” of Viettel.
1.2.1. Viettel under Mr. Hoang Anh Xuan (2009-2014)
- Viettel was established in 1989, at first just a small business under the
Ministry of Defense. Under the leadership of Mr. Hoang Anh Xuan, Viettel
is currently one of the largest economic groups in the country. Mr. Xuan is
said to be a tough-minded man who runs Viettel with an "iron hand". Give
timely instructions, dare to go against the crowd, have a vision. far and
carefully. Under his management, Viettel has risen to the number 1 position
in terms of mobile card sim points.
- With a decisive leadership style, defining a clear strategy, has led Viettel to
develop in the right direction, creating a good and different business environment from competitors.
Trung tướng Hoàng Anh Xuân.
1.2.2. Viettel under Mr. Nguyen Manh Hung (2014-2018)
- In 2000, Mr. Nguyen Manh Hung was appointed as Deputy Director of
Military Telecommunications Company.
- In 2014, he was appointed and held the position of General Director of
Viettel instead of Mr. Hoang Anh Xuan.
- He is well-known for his bold plans that are likened by the media as "Soul"
or "Chief Architect" for Viettel's business projects. Change Management P a g e | 5 Hoa Sen University
- Given the strategies and foresight leading to Viettel's success, maintaining
the position of the leading telecommunications service in Vietnam to the
present is Mr. Nguyen Manh Hung.
- He chose the democratic leadership style. Mr. Nguyen Manh Hung always
offers a form of motivation and encouragement to employees and offers a
policy to train all employees so that everyone can work well together and bond with each other.
- He gives staff the freedom to give opinions and counter opinions if they are
not satisfied. Always create a comfortable, dynamic and creative working environment.
- Thanks to a team of reliable, professional and energetic staff, Viettel has
become a subscriber trusted and used by many users during this period.
Thiếu tướng Nguyễn Mạnh Hùng.
1.2.3. Viettel under Mr. Le Dang Dung (2019-present)
- Mr. Dung is a man who dares to change and dare to break through. He
empowered, authorized all levels, comprehensively assessed productivity,
quality and efficiency, always trained and fostered human resources and
created Viettel's breakthrough and success with the set goals.
- The transformation from a telecommunications service provider to a digital
service provider. The repositioning helps Viettel's brand match with new
strategies and visions such as renewing slogans and brand logos. Change Management P a g e | 6 Hoa Sen University
- During his time running Viettel Group, Mr. Le Dang Dung always focused
on implementing Viettel's 3 core strategies: domestic telecommunications,
foreign telecommunications and equipment research and production.
Thanks to him, Viettel's international investment field has recorded many
records. With a revenue of 1.25 billion USD, Viettel continues to become
the only company in Vietnam with revenue from foreign investment
exceeding the threshold of billion USD in revenue.
Thiếu tướng Lê Đăng Dũng.
2. THE CHANGE STRATEGY OF “REBRANDING VIETTEL”.
- Viettel Military Industry and Telecommunications Group has officially changed its logo and new slogan.
- Viettel with the familiar green logo has entered the minds of Vietnamese users
in recent years. However, this attribute will disappear completely when
Telecommunications Group officially changes its brand positioning, logo, and slogan in the near future.
- After completing the implementation of the "Universalization of embassy
services" in Vietnam from 2018, Viettel announced a new "Pioneer to create Change Management P a g e | 7 Hoa Sen University
digital society" and made the transition from a telecom service provider.
communication has sung a service provider number.
- Fptshop.com.vn reset Viettel is not a house providing telecommunications services.
- Main red logo and slogan "Your way - Your way"
- Next to the logo, Viettel also changed the slogan "a little" of the Group. Built
with a structural opening, the new slogan "Your Way" and the English version
is "Your Way" helps Viettel convey the message that encourages each person to
be creative and able to embody and create together good value more than for life.
- New Slogan can also show an open announcement for many new Viettel
service numbers, not just an announcement like the previous slogan "Speak your way - Speak your way".
- Comparing the new and old logo, you can see a series of big changes and each
detail has its own signifying meaning:
 The main color from blue - white to red - black - white: represents capacity,
youth, the color of initiative and is also the color of the country's flag.
 Fonts from uppercase to lowercase: show openness, friendliness,
willingness to listen, and willingness to cooperate.
 2 apostrophes in the old logo turned into the iconic message: modernize,
take a digital look, and transform into a digital service provider. Change Management P a g e | 8