In today’s competitive and changing business environment, the organization and their managers have to continually improve, innovate, flexible, adapt quickly to new situations in order to survive and success in the long runs. More and more organizations move toward finding the proper competitive strategy and best fit their needs to accomplish ultimate goal of prosperity. With the turbulent and constantly changing global economy, executives are challenged with managing operational and financial performances. They have to keep up with the faster pace of business development and find out the most comprehensive way to introduce their organizations. A part of a total approach to performance management, adopting right strategy for the existence of the company and for the competitive advantages is very crucial. A central task in this context is the realization of the competitive strategy. These are developed by analyzing the internal and external environment of the industry, to identify major competitors, their strengths and weaknesses, and translate this information into the company’s competitive strategy. The market has changed continuously due to higher customer demand and emerging environment factors. There are also stronger competitive forces in the Securities Company that threat the narrowing of market share and profit margin. How to compete successfully with the other securities company, who aim to increase market share by capturing immense business opportunities, as well as gain competitive edge in competing with new entrants in order to achieve the long-term success in the Vietnam securities market . The purpose of this research is to help SBS to develop a competitive strategy in order to improve its market share as well as increase the profit margin. This research only focuses on Brokerage services. By applying Five Forces model of Michael Porter to analyze the external and internal factors, the research will identify SBS’s strengths and weaknesses. Then, alternative strategies are generated using a SWOT Matrix. Finally, a proper generic strategy will be formulated. It will position the firm to leverage its strengths and defend against the adverse effects of the other forces.
