From a small business with a charter capital of only VND 6.8 billion in 2002, Sao Do has now become a multi-industry economic group and entered the list of “trillion billion” enterprises in Vietnam. The point that many people are interested in is what did Sao Do do to get a spectacular acceleration in 16 years of formation and development?
Seize the opportunity, turn the challenge
Chairman of the Board of Directors of Sao Do Investment Group Joint Stock Company, Dr. Tran Van Thang, shared that one of the most basic things to help Sao Do achieve a strong growth rate is the right business strategy and the ability to seize opportunities. For a private enterprise like Sao Do, the difficulties after establishment and in the early stages of development are not small. Therefore, if you are not quick to respond to the times, solve problems and find the most suitable development path, the possibility of failure is also very clear.
Despite identifying multi-industry business goals, in the early stages, Sao Do almost only focused on the main field of real estate. From there, as a basis to develop the next business areas. This approach also contributes to limiting the dispersion of investment capital because in the project planning structure of the Company, there are commercial and service parts attached.
Therefore, right after its establishment, Sao Do started to invest and build 2 urban projects including Sao Do 1 and Anh Dung 2. Both projects were quickly completed and became projects. model in Hai Phong city with a full range of important items, such as: houses, villas to public works, trees, sports areas, commercial centers …
In particular, the whole project is installed with 70 security cameras, has its own security and urban sanitation team. That means, residents in the urban area of Sao Do have really been using the large, beautiful, and top-security urban space in Hai Phong.
So, it is no coincidence that after completion, Sao Do’s projects won the Gold Medal for planning, the Gold Medal for beautiful house architecture at the International Exhibition on Real Estate. held office in Hai Phong in 2004.
The initial and standard successes of a fledgling business have created a premise for Sao Do to create momentum on its development path. Building trust from customers and partners, Sao Do has participated in a series of large and small projects. The scope of activities, production scale and business types of the company are expanded.
Up to now, Sao Do has become a multi-sector private economic group with 4 member companies including Petrol Sao Do Joint Stock Company (Sao Do Petrol); Sao Do Construction Joint Stock Company (Sao Do construction), Sao Do Technical Trading Company Limited (Sao Do Materials) and Hai Phong Port Service Joint Stock Company; Sao Do also participates in other affiliated companies, such as: Nam Dinh Vu Port Company, Nam Dinh Vu Electricity Trading Company and Nam Viet Environmental Treatment Company.
In 2017, Sao Do Group achieved a total output value of more than VND 1,321 billion. In which, revenue reached over 724 billion dong, profit reached over 70 billion dong and paid over 75 billion dong to the state budget.
Take the brand as the foundation
To get the above results is not easy, because according to Mr. Nguyen Thanh Phuong, General Director of Sao Do Group, in a market economy and especially when Vietnam is integrating more and more deeply, the difficulties that domestic enterprises have to face is also increasing.
The interesting point, which is also the key to the success of the corporation is the brand. Since its establishment, Sao Do has determined a brand development strategy, taking the brand as the core, as the foundation to promote the development of the business.
The captain of Sao Do said that the brand is not a tangible asset, nor is it a specific thing, but the brand comes from prestige, product and construction quality, from business investment efficiency. business and customer satisfaction. To do that, each job must be well completed by each member of the company.
Over the years, Sao Do has made great efforts in each specific job, such as researching and evaluating projects with scientific nature, investing in designing designs suitable for each project, surveying and offering suitable prices. market, hone and improve sales skills to consult and attract customers.
“It is no coincidence that when embarking on construction or participating in large projects such as the Hanoi – Hai Phong highway (material supply), industrial park and Nam Dinh Vu port… Maximum customer support. Even in the construction phase of Nam Dinh Vu industrial park, Sao Do has also attracted businesses to rent more than 33ha of space. I think that the success that Sao Do is and will continue to reap largely comes from the right development strategy of the group, from the brand values that Sao Do’s staff and employees create. construction”, Mr. Phuong shared.
