( sg 07 (120)-2013 ) TAI CHfNH DOANH NGHl|P
Phan tich SWOT thyc hien mue tieu chi^n ItfQ^c ciia Ngan hang Thucmg mai
CO phan Tien Phong sau tai cau true
TS.Nguyen Xuin Dien*
Ngin hing Cl phin thucmg m^i TiSn Phong (TPB) dupc Ngin hing Nhi nudc cap giiy ph6p thinh l$p ngiy 07 thing 05/ 2008 vdi s6 vdn dilu 1$
1.000 tf^ VND. Din ngiy 05/02/
2010 vdn dilu 1§ ciia TPB tang len 1.750 ty VND'. Tu giiia nim 2010 nln kinh te roi vio suy thoii, diu hi$u dau tien cua khung hodng li b$ thing tii chinh ngin bing b] inh budng m ^ , trong dd TPB la mdt tb\rc thl cua h§ thing niy. Trude nhimg khd khin ngay cing ldn, TPB phii cd nhiing quyet sdch mdi nhim vupt qua khd khan chung cua nln kuib tl. Budc di diu tiSn dd li trong nim 2010 thdng qua kSnh phit binh them cd phieu TPB da tang von dieu 1§ len 3.000 t^ VND. T^i thdi diem dd, vi$c ting von dieu 1$
doi vdi mpt ngin bing quy md nhd vi mdi thinh 14p nbu TPB li mdt sy no lyc ldn.
Budc sang nam 2011, b?
thing cdc ngin bing thuong m^i g$p nhieu khd khin ban, nhit Id cic ngan hing thuang m^i cd quy md nhd vd Ngdn bing Tien Phong li mpt vi dy diln binh.
Nhiing khd khin cy the dd li:
tinh thanh khoin cua n g ^ hing kSm, tinh tr^ng thilu vdn khi
dyng dien ra, vi$c buy dgng vin tren tbi trudng g$p nhilu khd khan. Tren thj trudng mpt cudc ch^y dua lai suat huy d$ng da dien ra. Np xiu gia tang m^nh (kl ci np xiu tren thj trudng 2).
Ddi vdi TPB nang lyc quin tri yeu kSm di bp Ip rd nhit trong giai do^n niy.
Tu nhiing khd khan thvc tl mang tinh cap bdch cua bin thin TPB vi y€u cau cua ngan hdng Nhi nudc, TPB bit huge phii thvc bi^n mdt cudc cich m^g do li tii ciu true mpt cich nhanh chdng. Khic vdi cdc ngin hing tbuQC di^n phii tii ciu trdc khic, TPB chpn cich ty tdi ciu true bing cich co ciu t^i danh mye cl ddng nhim tang tiSm lyc tii cbinh vd tranh tbu nang lyc quin tri. Co ddng mdi dupc chpn Id t$p doin ving b^c di quy Doji, dupc dinh gii li co ddng cd tiem lyc viing m ^ ve mpi m$t ci tii cbinh vi kinh nghiem quin tq. Dupc sv cbo pbep cua NHNN bing van bin sd 833/ NHNN-TTGSNH ngiy 17/12/2012, dong y diTPB ting vin dilu 1? td 3.000 ty VND len 5.500 ty VND^ Ngiy 25/12/
2012 UBCKNN cd van bin cbinh thuc chip thu^ vi$c tang von cbo TPB. Ngiy 29/12/2012
cdc CO ddng mdi boin tat vi$c n$p tiln ting vin. Vi$c tang von ciia TPB thl hi?n sy thdnh cdng cua de dn tdi co ciu ngin hing giai do^n I.
Nim 2012 nhieu chi tieu de ra da khdng d^t dupc li do den thing cuoi cung cua nim mdi dupc chip tbu&n tang vin vi kit thuc giai doan I cua de dn tii co ciu. Budc sang nim 2013 TPB vdi luong gid mdi, t^i d^i hdi dong CO ddng cua TPB ngiy 12/04/ 2013 da thing nhit djnh budng mye tieu cua TPB giai do?m 2013- 2017. Cdc mye tiSu cua TPB d^t ra mang tinh khd cy thS theo tung nam trong cd giai do?in(Hmb01).
Tren thvc tl, vi§c n b ^ d^g ddng nhiing co hpi vd ttidch tbdc tu mdi trudng kinh doanh ben ngoii vi ddnh gid dung nhung diem m^inh, diem ylu ciia ngin bing cd inh hudng tryc tilp din bi$u qud cua cic chucmg trinh chiln lupc se dupc ip dyng trong thdi gian tdi d TPB. Trong quy trinh qudn tri ^ TPB bit diu td nim 2013 dupc thvc hi§n mpt cich bii bin, khoa hpc, chic chin cdc chuong trinh, chien lupc dua ra dlu dya tren co sd nhung dilm m^nb, diem ylu, nhung CO hpi vi nguy co.
' Ngan hang Tien phong, tai liiu hgp Bai h$i dong co Song ihuong nien nam 2011
'Ngdn hdng TMCP Tien Phong, Dgi hpi dong co dong nhiem ky 2008-20i3. bdo cao kit qua kink d huang kinh doanh. phdt trten giai dogn 20I3-20I7
h ndm 2012 va dinh
* Hpc vipn Tdi chinh
T^p chi nghidn ciifu Tai chinh k^ todn s^
TAI CHI'NH DOANH NGHI|P ( sg 07 (120)-2013 )
B i n g 01: Mpt so chi tiSu tU chinh chu y l u n i m 2012 DVT: Ty dong S6TT
01 02 03 04 05 06
Chi tieu l o n g tM san V6n difiu 1?
Huy dpng th) tmong I Du ni7 thi tnicmg I Ty 1? no xau Lcfi nhu^in tnidc thue
Th(rc hifn 2012 15.120 5 3 5 0 9.270 6.083 3 , 6 6 % 114
K e h o « c h 2 0 1 2 18.000
5 J 5 0 9.992 7.100 3 , 1 0 %
124 Nguon: Ngdn hang CPTM Tien Phong, 2013
Hinh 01: M$t s6 chi tiSu ki hoach 2013-2017 cua T P B Huy d$ng-Cho vay (ly (tdng) Lpi iibu§n (tyddng)
60.000 50.000 40000 30.000 - - 20.000 4 T 10.000
0
2015 2016
• T i ^ gui Uiich hing •CtiovaykhkhMng B L ^ nhuin tru6c thui Ngudn: Ngdn hdng CPTM Tien Phong. 2013 B& thvc bi$n dupc cic mvc
cy tb€ da de ra, TPB cin phii xiy dvng vd lya chpn nhiing gidi phip thiet dive, hi?u qud. Nhiing cbien lupc, giai phip dupc xic dinh phii xuit phit tir nhdng diem m^nb vd diem yeu cua b i n than TPB cung nbu nhung co bpi v i thich thuc tu mdi trudng ben ngoii doi vdi ngin hdng.
Td ma hiin SWOT nbu tren, TPB djnh budng xiy dvng mpt sd chiln lupc cy tbi, tap trung vio cic bo£it dpng chu ylu dd li:
buy ddng, cbo vay, kinh doanh ving & ngo^i t$, quin trj v i kiem soit riii ro, chinb sich nhan sy, phit diln cdng ngh$
nhim bi^n d^i bda ngan hing, da dang hda sin phim & phit trien m^ng ludi kinh doanh,...
T h u n h i t , chien lupc huy dpng v i n
TPB d^t ra mye tiSu cy the ddi vdi bo^t ddng huy ddng vdn tren thj trudng I ndm 2013 d^t 19.000 ty VND tang 105 % so vdi ndm 2012, d i n 2017 d^t 56.000 ty VND tang trung binh tu 25 den 40%/ n i m ^ De d^t mye tieu tang trudng niy, TPB phdi dva tr6n co sd khai tbdc tdi da nbimg diem m^inh v i t ^ dyng hit nhiing co hpi tii mdi trudng kinh doanh mang l^i.
5w Tap chi nghi§n cuTu Tai chinh ic^ todn
+ Tilp tyc Icbai tbdc nguon Ivc khdch hing hi$n cd, khdch hdng Id c i c co ddng ho§c nhin vien trong cic cdng ty c l ddng.
Trong dd, lupng khich hing cd ddng l i diem m^uih vupt trdi, li lpi tbi hiy?t ddi cua TPB. Khi Doji dua toin bp ho^t dpng giao djch qua TPB day con so luu chuyin hdng ngdy da len den bing nghin t^ ding, dilu ndy da t^o ra khd ning dianh khoin tit cho ngin hing ngay tir sau khi tii ciu true. BSn c^nh dd, uu tien khai thic khdch hing doanh nghipp trong phan do^n quy m6 vua vd nhd, tiep c^n cic t^p dodn kinh tl, t i n g cdng ty cd nguon v i n t^m thdi nhin rSi.
+ Nang cao chit lupng dich vy, theo ddi sdt sao nhu cau ddng tien cda khich bdng, dem l^i sv hii long cho khich bdng.
T90 ra dpng lyc tbu bdt khdch bang v i ddng v i n nhin roi cua hp bing chinb chit lupng d)ch vy cua ngdn hdng.
+ Phin do^n khich hdng, xdc dinh nhdm kbdcb bdng mye tieu, khde bi$t hda sin phim &
dich vy, ndng cao ning lyc c^nh tranh, rut ngin thdi gian giao dich, ting cudng ho trp edng ngh^, gia tang ti^n Ich cho khich bing. Tat c i cdc bi^n phip cy the n i y dupc tiln binh dong bO nham tbu hut khich hdng vd lupng v i n nhin rSi cda hp.
Thir hai, v l chiln lupc thi dyng
Trude bit vua d^t mye tieu ting trudng vda d i m bio chit lupng thl dyng, gidm thilu riii ro doi vdi cdc hpp d i n g tin dyng.
Du np cho vay nam 2013 dy kiln d^t 20.000 ty d i n g , trong dd du np thj trudng I la 13.500
( sg07 (120)-2013 ) TAI CHINH DOANH NGHI$P
tj dong. Mye tiSu iki nam 2017 du Wf U 62.000 t)^ dong, trong dd cho vay Idiich hdng dat 43.000 t^ d&ng, tin dyng tSng tmdng binh quin tii 25- 45%/nam.
ign ti^m niing, phi^ h^p vdi mye tigu cua TPB. Ngo&i ra, doi vdi ITnh vvrc cho vay c ^ t|p trung uu ti6n lyc lucmg khach h ^ g 1^
c& dong h09c nhSn vi6n ciia cong ty c6 ddng.
Ma trSn SWOT TPB tai thM dilm thing 04/ 2013 Dilm m^nh
1. Co ddng ldn, cd tilm lyc tdi chmh m9nh, cd thuong hi$u (Doji, FPT, VMS, Vinare) 2. T ^ hpp tbu hdt dupc chuydn vi8n gidi tii cic t l cue khde ve lim v i ^ vi gin bd vdi TPB.
3. TPB i.p dyng md hinh quin tri tign tien
4. K I thiia vi phit buy nln ting cdngngh^
Diem ylu 1. Thuong hi$u chua noi b$t 2. M^ng ludi giao djch cdn h^n che
3. £)di ngu nhan sy non trd, cua chuyen nghiep, chit lupng djch vy thip
4. Quy trinh, sdn pham chong cb^o, chua linh bo^t.
5. Kilm soit t&i dyng chua tot.
np sau cdn cao.
6. Ting trudng tfn dyng cdn t h ^ .
7. Vin hda doanh nghiep chua rdnfit
Carh$i 1. Nguon CO sd khich hing c l ddng v i khich hdng cd lign quan ldn.
2. Dilu kifn t l d l [didt tnka Idnh doanh ving 3. Phit triln ngin hdng di?n td 4. Tilm ning kinh donah ngin hing bdn \b
5. L i dilm din cda nhin tdi.
6. Cd khi ndng thu hii np xiu Thdch thdc 1. Dii m$t vdi y6u ciu quin trj sy thay ddi nhanh 2. Chfnh $ich cua NHNN ve vi$c h^n chl phdt triln m^ng ludi
3. Cic dii thd c^nh tranh phit triln nhanh.
4. Nen kinh te tiep tyc cdn nhieu khd khin.
5. Nguy CO np xiu v3n gia tdng
+ Djnh budng sin pham sang ngin hing bin le, t$p trung vio nhdm din cu dd thj, cd tbu nb§p trung binh trd 16n, trd tudi vi diinb d^t, cdc bO kinh doanh cd thu nh$p dn djnh. Trong chiln lupc ^ xic djnh cic nhdm khich bing ndy ngdy cdng trd
+ D I I vdi cpng dong khich hing doanh nghi$p, t ^ trung vdo cic khdch hing mdi nhpn dd li nhiing doanh nghiep vda vi nhd, ddp dng nbu ciu vdn cua cic cdng ty niem ylt, cdc cdng ty cd von dau tu nudc ngoii.
Nbu v$y, cic nhdm khdch
hing mye ti6u cua TPB co bdn li nhdm chda dyng it nii ro nhit, cd mue ting trudng khdng qud nhanh nhung l^i rit In djnh, phd hpp vdi quy md tdng trudng cda ngan hang. Tuy nhi6n, de d^t dupc cic mye tiSu cy tbi niy, dva tren nhiing dilm m^nh ciia ngdn hdng vd nhimg co hdi td mdi trudng b€n ngodi:
+ Khai thdc Ipi thl ve cdng ngh$ dk c|ip nh$t vd luu trii, xi>
1^ thdng \X3\ vd hi so cda khich hdng, phyc vy vi$c xdt duydt quy trinh tin dyng, theo ddi chim sdc vd kilm soit khi ndng thanh toin cua Ididch hdng.
+ Phan tich, ddnh gid vi kilm soit tdng trudng tin dyng phd hpp vdi tdng tnidng nguin vin, chinb sdch dilu hdnh cda NHNN vd tinh hinh thanh khodn tiia h$ thong. Tdp trung diy n^mh cdng tdc qudn trj rui ro, xd 1^ np xiu theo hudng chuygn nghiep, dua ty 1$ np xiu xudng dudi 3% ndm 2017.
Thv ba, kinh doanh vdng vd ngo^ t$
+ T(in dyng, khai thdc thl m^inh cua TPB li kinh doanh ving. Sau tii cau true giai do^n I (12/2012J TPB U ngin bdng TMCP dau tien nb§n dupc eiiy phdp kinh doanh vdng milng.
Mpt trong nhiing mye tigu dupc dl ra Idti^ tyc tbdc diy mdrdng ho^t dpng kinh doanh vdng n h ^ t ^ ra nguin thu ngodi d^t t^ 1$
lpi nhu|Ui cao cho ngin hang.
+ Da d^g hda danh mye dau tu nhdm dam bdo klid ning smh ldi vd gidm thilu rdi ro. T$n dyng toi da nhdng khuyin khich vd uu dai cda NHNN doi vdi
^ NHCPTM TiSn Phong, djnh huong kinh doanh vk phit triln giai do^n 2013-2017
Typ chi nghidn cihi Tiki chinh ki Xokn ^^
T A I CHfNH DOANH NGHIEP C 8^07 (120)-2013 ) mdt NHTM mdi tii ciu trdc
thinh cdng.
+ Phdt hiln cdc mli quan h§ vdi cdc ddi tdc ldn cd nguin ngo^i t$ dn dinh, ddnh gid nhu cau ngo^ t$ dl tbu but, can dii nhu ciu ngo^ t$ cho khdch hang. Phdt triln cdc sdn phim tii chinh phii sinh hi$n d^ de d ^ dng nbu ciu vd qudn ly rui ro cho khich hing,
Thii' tv, chi^ lupc nhan sy + Tilp tyc chinh sich thu hdt vd gi& chdn nguin nhan lyc chit lupng cao tren thi trudng sdc lao ddng vd td cdc td chdc c^h trahb khde, sdp xip ngudi lao ddng d cic vj tri phd hpp vdi chuyen mdn, nang lyc sd trudng, tiln tdi hoin thi$n vi In djnh tl churc. Ben c^nb dd, nhanh chdng xdy dyng che dp dai ngd man^ phong cich c^nh tranh, cdng bing, minh b^ch, t^o ra dpng lyc thiic diy ngudi lao ddng ldm vi$c theo hudng cing biln vd sdng t^o.
+ Phit triln vi bdi dudng dl bl sung dpi ngii lanh d^o, qudn ly don vj kinh doanh giiu kinh nghi$m, cd du ndng lyc, phim chit nghl nghilp tdt dl dn djnh ho^t dpng cic chi nhdnh theo md hinh thilt kl chuin vd da ndng, thuc diy sy tdng trudng cdc ho^t ddng kinh doanh.
+ Diu tu, diy m^nh cdng tic ddo t^o nhin sy theo hudng bii bin vi chuydn nghidp. Xdy dyng chuong ^ n h dio t^o bdi bin vi chi tilt trong toin h$
thing cda TPB theo tdng cip td chuygn vign din qudn 1^ vd ldnh
d9o. Trong thdi gian tdi (2013- 2014) TPB dy kiln tl chdc 108 khda dio t$o cho gin 900 lupt cin b$ qudn 1^ vi 1600 lupt cdn b$ nhan vien vdi con sl kmh phi 1,3 ty'ding*.
Thu- ndm, phdt triln cdng ngh§, da d ^ g sdn phim vi m^ng ludi kinh doanh, tl chdc cdng tdc truyin tbdng nang cao jiinh Anh ciia, ngan hdng.
+ Khai thic dil m^nh v6n cd, TPB tiep tyc dii mdi cdng ngb$, nhanh chdng dem lai nhieu gii trj va ti$n ich cho khich hdng. Ngay trong ndm 2013, TPB se hiln kbai mOt sl dy an dii mdi cdng ngh$ nhu dy dn BI/WH: luu trii du l i ^ bio mdt, ty dpng hda h$ thing thdng tin quin trj, hi trp ddc lyc cho vi^c ra cic quylt djnh kinh doanh; dy dn: quay giao djch di|n td (E - counter) hiln khai trgn toin h$ thong m ^ g ludi cda TPB.
+ Tiep tyc phdt trien da d^ng cdc sin pham mang tmh trpng tam cua ngdn hdng nhu:
gdi tdi khoin c ^ tranh, gdi sin phdm trd luong, cho vay tigu ddng till chip bit ddng sdn, cbo vay h$ kinh doanh, kinh doanh v ^ g tren hitemet Banking. Bgn c^inh dd, tilp tyc da d^ng sdn phim buy ddng, cho vay, md rdng vd phdt triln sdn p h ^ bio hilm, quin 1^ tdi chinh cd nhan.
+ Phdt triln m^ng ludi kmh doanh theo chilu rpng cda TPB phu khip cd nudc. Theo mye tigu d$t ra din ndm 2017, TPB sgcd 110 dilm giao djch trgn cd
nudc. \^§c*pbdt triln cdc chi nhdnh, dilm giao djch dupc thyc hi$n ngay td ndm 2013, trude mdt t§p trung nang cip theo quy chuin mdi ddi vdi mdt so dilm giao djch da cd. Khi cd sy chip tiiugn ciia NHNN se md tilp 5 chi nhdnh t^i cdc dja bdn tilm ndng da vd dang dupc chuin bj, nghidn cdu khi k^.
+ Diy m^nh cdc ho^Lddng tiny^ thdng vl thuong hifu \^
sin phim ciia TPB thdng qua cac chuang trinh cy thl nhdm djnh vj binh dnh cda TPB trgn th) trudng vd trong tilm thdc cua khich hdng. Khic phyc diem yeu ve hinh dnh cua ngin hdng ngay td 2013 qua cdc chuong trinh nbu: E - Gold, Mobile Banking, hitemet Banking, cho vay uu dai doanh nghiep vua vd nhd...
Tdi li$u tham khdo:
Ngdn hdng CPTM Tien Phong, tdi lipu Dgi hpi dong co dong nhipm ky 2008-2013
Ngdn hdng CPTM Tien Phong, tdi lipu hpp Dgi hpi ddng CO ddng thu&ng nien 2012
Ngdn hdng CPTM Iiin Phong, tdi lipu hpp Dgi hpi ddng cd ddng thu&ng nien 2011
http://wYm. ^b.vn
'NHCPTM Ben Phong, djnh hu&ng hnh doanh vaphit triin giai dogn 2013-2017
^ p Tap chi nghidn cCTu Tdi chinh k^ todn