Motivation and Leadership Style Problems in Dongha Electronic Trading Ltd

I Introduction and background of the company

1 Introduction

Leadership is one of the hottest issues in the world today; it is not only important factor for an organization but it also important for a group and a country. In this research, it only mention about the leadership in a microenvironment such as a particular company. The main purpose of this research is telling the readers how important of leadership in an organization, it help readers figure out what kind of leadership need to be used in a certain situation, it also shows the way how to solve the leadership problems relate to the case study and how to apply the Organization Management theories to real situation. Besides that, this research aims to describe some problems happened in the organizations such as motivation, organization culture, ethics, organization behavior and fairness. It would help readers more understand about the case and the problems occurred by analyze every single problem of the case and finally it will give some recommendations to improve the organization's performance, leadership ability and behavior.

2 Background of the company

The Dongha electronic trading Ltd is a local company headquartered in Binh Thanh District, Hochiminh city, Vietnam. Its major business is trading and assembles electricity Associations. This is the ten largest electric companies by revenue with annual revenue of US $173.4 million in 2009. Dongha has been the Vietnam's most popular consumer electronics brand since 2005 and is one of the best known Vietnam brand in the Indochina. Dongha Company accounts for more than 1.5% of Hochiminh city's total exports and very success in many domestic industries, such as the financial, retail and entertainment industries

Currently helmed by Mr. Tran Thanh Hai, it has been run by generations of one of the Vietnam's wealthiest families, formerly by chairman Tran Manh Linh, the third son of the founder, Tran Can.

Many major Vietnam firms such as T&T Corporation, SHB bank and Today fashion magazine were previously part of the Dongha company. Though they are still controlled by ex-Chairman Mr. Tran Manh Linh relatives, they are no longer officially Dongha affiliates. Some leading companies in Hochiminh city, notably software PFT manufacturer and search engine Ruby powers, were established by ex-Dongha employees. A lot number of Vietnam firms, particularly those in the electronics industry, are dependent on Dongha company for the supply of vital components or raw materials. This has led to continued allegations of price fixing and monopolistic practices.

Dongha Company accounts for more than 1.5% of Hochiminh city's total exports and in many domestic industries, Samsung Group is the sole monopoly dominating a single market, its revenue as large as some Vietnam's province GDP. The company has a powerful influence on the city's economic development, media and culture.

From its inception as a small export business in Cantho city, Vietnam since 1986, Dongha company has grown to become one of the Vietnam's leading electronics companies, specializing in digital appliances and media, assemble electricity association. Today Dongha's innovative and top quality products and processes are local market recognized. This timeline captures the major milestones in Dongha's history, showing how the company expanded its product lines and reach, grew its revenue and market share, and has followed its mission of making life better for consumers.

Through innovative technology, distinctive designs, and a dual focus on convenience and value, Dongha has remained at the forefront of the digital revolution we helped launch. We are one of the leaders the Vietnam digital marketplace by continually launching new products that not only meet- but also anticipate- customers' demands.

The TV assemble business is a key driver in in the Dongha Set Business portfolio, along with the finance business. The TV assemble business enjoys the top position in the current market. LED TVs, which have shown explosive growth in the latest market is a flagship product within the TV business. LCD TV and Monitors have also maintained top positions in their respective categories. It seeks to sustain its leadership through constant innovation and development in new technology such as 3D.

Dongha's magazine and retail businesses are also receiving positive responses in the market and we continue to improve in performance to increase its competitiveness in these segments. Finally, Dongha's Set Business also encompasses local-leading, premium home appliances that are stylishly designed, equipped with convenient digital features, and environmentally friendly. Our lineup includes refrigerators, air conditioners, washers, ovens, vacuum cleaners and other appliances that are indispensable in today's households.

3 Current issues in the company

The problems is mentioning in this research were not happened in the whole company, they just happened in a department of company. It is sale department, the most important department in the company because it directly makes benefit for the company.

Le Thien Tuong was an employee of Tientien Exporters Ltd. The company, located in Hochiminh city, Vietnam, is one of the largest exporters for fresh and frozen seafood on Vietnam's. Because of his very good performance he was promoted from a salesperson to the position of sales manager responsible for all seafood exports to Europe.

After about two years as sales manager, Le Thien Tuong lost his job along with some other manager and employee because of difficult on competition to Asian and China companies in European Market and the parent group was experiencing serious financial problems for several different reasons and, combined with the depressed export market in seafood, the entire fresh and frozen seafood export division of Tientien Exporters Ltd. was discontinued.

Le Thien Tuong begin to find a new job, and he is invited the job by Mr. Tran Van Cuong, manager of sale department. Le Thien Tuong accepted the Tran Van Cuong's offer and take charge of the export trading, he will be the export seller and working together with Nguyen Hoang who is responsible as the buyer. When Le Thien Tuong started to work at Dongha company , he feels uncomfortable and hard to adapt to the way other do their job but he did his job very well and earned for the company a lot of profit but he did not get what he expect based on his performance, After one and a half year worked for Dongha company, Le Thien Tuong submitted his resignation and find another job

II Literature

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