Binh An Security: ‘Sweetened fruit’ from competition strategy

From 10 years ago, the founders of Binh An Security Services Joint Stock Company (BAS) gathered up their mind to form a competitive strategy. So far, this competitive strategy has helped Binh An reap many “sweetened fruit”.

08/11/2016  16:30 GMT+7

A solid position with dominant advantages

A piece of market share of business in security services has had less amount, while an increase in quantity and quality of business enterprises in this field has not had a stop sign. With more than 1,500 small and large enterprises, security enterprises have not only competed for amounts, market coverage, but also competed quality stability and service prices. Especially, it is a satisfaction capacity of customers’ demands for high-quality and in-depth security services.

Approximate one decade ago, the “founders” of Binh An Security Services Joint Stock Company were Nguyen Thi Hoai An – Chairman of Board of Directors and Mr. Ngo Bang Long – CEO early realized these matters and gathered up their mind and efforts to form the wise competitive strategy for the enterprise. As at the current time, when the market is stepping into a fierce competition phase, Binh An has a solid position with competition advantages for which any competitor is thirsty.

Chị Nguyễn Thị Hoài An – Chủ tịch HĐQT và Anh Ngô Bàng Long – Tổng giám đốc Công ty Cổ phần Dịch vụ bảo vệ Bình trong lễ kỷ niệm của Công ty.

Ms. Nguyen Thi Hoai An – Chairman of Board of Directors and Mr. Ngo Bang Long – CEO of Binh An Security Service Joint Stock Company (in the middle) and staffs of the compan.

Bình An is currently ranked the Top 3 of enterprises with crowded security forces and in-depth profession, expanded areas over 55 provinces, cities nationwide and 5 offices, branches. Binh An is also a rare enterprise in the market applying ISO9001:2008 to its apparatus operation and management activities.

Security guards of Binh An are not only trained well, crackly and with high-discipline sense, but also equipped with modern professional equipment such as: positioning system, anti-drowsiness machine, patrol machine, infrared equipment, online shift handover software system …

In 2014, the National Office of Intellectual Property of Vietnam awarded the title of “Perfect Services”, this opened many opportunities for the enterprise. With more than 150 close customers, including many leading groups of Vietnam and international level groups, Binh An has been affirming its competition advantages and position in the market.


To reach these achievements, in addition to unanimity, solidarity and efforts of the whole staffs of the company, then a proper strategy formation, vision of enterprise managers also play important roles.

As the Chairman of Board of Directors, Ms. Hoai An has directly managed, and outlined strategies for segments of business, finance, personnel and other resources for the enterprise. Mr. Bang Long as the CEO, has directly built and developed professional and personnel sections. At the same time, he has also directly built the vision, mission, business philosophy, core values and culture for the enterprise. Noticeably, the business code with taboo points in security service business field.

With particular characteristics of behavior management “how to have a perfect security service is difficult and contains challenges for any security enterprise. If the human management is not good, if staffs don’t feel a proud of occupation, importance as well as their liabilities for property security, safety, then their incompletion of duties shall be unavoidable. Therefore, for Binh An, we always invest costs for training, recruitment, invest physical facility, technique, technology for security guards and especially salaries, bonuses, consideration to staff lives, including their personal, family problems to side by side share difficulties with them to improve their working spirit, keep with the integration trend” -Mr. Long said.

Ban điều hành công ty CP DV Bảo Vệ Bình An

Ms. Nguyen Thi Hoai An – Chairman of Board of Directors and Mr. Ngo Bang Long – CEO and staffs in the Company’s anniversary

In the integration background, the competition has been more and more fierce, Binh An determines its strategy in next time that is a focus on difference for its services: difference from service quality, personnel quality and competition price, diversified products. Currently, in addition to security services of schools, hotels, workshops, plants, banks,… the company launches additional services of “remote package” to be charged annually or security and picking up students in large cities with traffic jam state, towards high-quality security services for families and individuals to wait in front of customer’s trend.

At the company’s strategy level, Binh An has clearly determined steps to utilize existing opportunities and benefits to rise a higher rank in the market. According to Ms. Hoai An : “Our forthcoming strategy duties are to consolidate the enterprise’s trade name and leadership board; Build a solidarity organization with high CSR index (enterprise liability index for community); Maintain and promote enterprise culture; Hold stability and improve quality with super achievements “not let any customer cancel a contract”; Expand large customer system together with in-depth and special services; Maintain “Top 3 of Vietnamese enterprises with in-depth profession and manager system nationwide”.


Ngo Bang Long, CEO of Binh An Security Service Joint Stock Company: Being an excellent master should study how to be a good employee

With the secrete that being an excellent master should study how to be a good employee, Mr Ngo Bang Long, CEO of Binh An Security Service Joint Stock Company have founded one of two largest professional security companies of Vietnam today.

22/10/2016 08:10 GTM+7

Started from a book teaching how to get rich

So far, the master Ngo Bang Long has reckoned that his karma with business, with security service is a chance. However, in such chance including an indulgence to be his own master.

Ngo Bang Long told, on his date of graduation from university, on the train from Hanoi – Nghe An, he was interested by … a title of a book holding by a person sitting at his side. “It was the first time I had seen the book “Teach your kids how to become rich”, I lent it and read all in a breath.

Frankly, a bachelor like me has never had a clear vision angle on my cause road like after reading “Cashflow Quadran” of the author Kiyosaki”, Mr. Long told.

Doanh nhân Ngô Bàng Long, TGĐ Công ty Dịch vụ bảo vệ Bình An

Entrepreneur Ngo Bang Long, CEO of Binh An Security Service Joint Stock Company

Therefore, 4 groups following anticlockwise direction of Kiyosaki (including salary earner, private business, enterprise owner and investor) become the guideline of Ngo Bang Long.

Ngo Bang Long said: “I thought I should follow this road, namely start by the salary earner, although at that time I also dreamed my own cause”.

Turning the idea into action, Mr. Long decided to go to the South to start up. A simple reason was because of a statement passed down orally by the youth – for business, go to the South.

But Man proposes but God disposes. Everything, gifts had just prepared, then his friend asked him what was his purpose to go to the South, what was his specific plan, why did he do business at the homeland, why did he go to the South to start up?…

“I thought carefully and decided to stay at the homeland to work. But the work once again made me to leave my homeland. 2 years later, I went to HCM city and worked at a repetitive office of a company. Changes in work taught me many lessons in business, expanding relations with partner”, Ngo Bang Long told.

But the biggest turning-point made Mr. Long to follow “Cashflow Quadran” interested by him from few years ago, was in 2004, at a time when applying for job for his friend, he realized an increasing demands on security services. It appeared his chance came.

Mr. Long recalled, he rushed into research of this service. The strength was clear, that was a high market opportunity. But this trade is a buying risks, a management of conduct, using low qualification labour, while they execute their duties, they have certain powers… If weak points on personnel are not overcome, occupational ethics of labour are not ensured, business in this service is unable to implement.

“I thought I may overcome. I thought, believed like this and spent all efforts to do. I together with some friends to form a first security company. But in the fact, being a master was not easy like… being an employee.

We started up with zero numbers, no business knowledge, no market knowledge, no customer information … so piled difficulties were ex officio. Our first contract was a contract  in imitation of another company, but that was also a lesson for people who want to be a master”, Long said.

Gradually difficulties had gone by as the maters of the Company wished. But the start based on the unstable foundation made people split when the company had had profits.

In 2008, Ngo Bang Long and his friends broke up. Each person went  on his way, but Ngo Bang Long had his own decision.

Binh An Security Service Joint Stock Company was born with a position of director Ngo Bang Long. It seems that everything is in progress with Long, like Cashflow Quadran, following the wage earner was private business, enterprise owner …

Condensed strategy.

For the establishment of Binh An Security Service Joint Stock Company, Ngo Long Long told: “When I was a kid, I always listened to my father’s stories about his 20-year memories in the South- North battlefield with wish of safety and soundness to return. Up to now, people have still referred to the desire for safety – safety of body, property, mind. In Maslow’s demand pyramid scheme, the safety lies on the bottom demand to be eaten, breathed … Binh An trade name was born from that and our slogan was two letter “Binh An”.

In order to develop the company, at the first Mr. Long settled weaknesses in this industry that determined clearly from his first startup. It was management of employee on cultural aspect. He said, a sole way to do this is a leader must be a model so that the employees learn. “Special characteristics of employees in this industry are diversification in terms of culture, perception and way of life. If imposed, it is difficult to create a common cultural background. We decided to build the culture of the employees in the company by bringing family culture into the foundation. Everyone in the company will be like brothers and sisters in the same family, have a strong attachment to each other, responsibility to each other and to assigned tasks”, Mr. Long shared.

So far, after 8 years of operation, Ngo Bang Long has reckoned that his personnel strategy choice has been true. Even if, in the business strategies of Binh An, Mr. Long has pursued the objective to the employee-oriented, thereby create the competition strength of the Company.

“In the field of security services, the employee-oriented is the everlasting-oriented. When the employee is honest with the Company, they will be responsible for assigned works. This is the secret to create the safety, the secret towards the core”, Mr. Long shared. But choosing human-centered means that work will be heavier, and control and management will request more closeness and profession.

In the field of security services, with special characteristics of low level labor, there are not many suitable tools to do this. Ngo Bang Long acknowledged this fact. “This is the reason why I chose unanimous, deeply digging and gathering strategies. Binh An has achieved a coverage in 63 provinces, cities across the country, but to gain more depth, to gain a business concentration, to provide customers with the best solutions and quality, we accept gathering in 40 provinces. But this gathering is only in service, but revenue must increase, “Ngo Bang Long said.

  • What is your philosophy?

“Self-improvement, enterprise ownership must be firstly a good person in all fields, from family, social field. In the security service industry, this request is also higher. Because how the leader is then his employees shall like him.”

  • How are your viewpoints on competition?

“That is a quiet and fierce struggle. Stepping into business must be ready for all competition situations. Important issue is determination of what core capacity is to consolidate, improve competition capacity”.

  • How is security business field ?

“Building and maintaining business culture are very important points.”


Entrepreneur Ngo Bang Long – CEO of Binh An Security Service Joint Stock Company (BAS): Providing “security service” by wholeheartedness

When decided to give up the management position and promotion opportunity in the State-owned trading enterprise to pursue his business indulgency and establish his own cause, at a certain time, Ngo Bang Long was seen by doubtful looks in alternate of doubts because of such “recklessness”. However, the fact has proved that has been a lucid choice. If not, now he can’t become the leader of Binh An Security Service Joint Stock Company (BAS), one of enterprises with the most crowded security forces.

22/10/2016 08:10 GTM+7

Go to a strange place to start up

Born and grown in a poor homeland of Nghe An, a place only with sand, gravel and immeasurably high Casuarina equisetifolia row, at the childhood, although playful nature, indulgency in pleasures, but Mr. Ngo Bang Long realized that a way to reduce the poverty was studying  a university and doing a business. After the graduation from National Economics University, although was received to work in a State-owned trading enterprise at the local province, but after that he decided to give up the job and intended to start up own business. In 2003, he chose HCMC to set himself in business and made a bundle of clothes to set off with only VND 6.5 million in his pocket. Bringing along with many ambition and indulgency in business, one year later he together with other shareholders founded the first enterprise in security field. As the founder and CEO of business of the Company, he together with his colleagues turned this enterprise into one of 10 largest security companies of Vietnam at that time.

But in 2008, in the context of the global economic crisis, domestic enterprises was facing with fierce elimination and competition, his enterprise also fell into crisis and was forced to choose M & A (mergers and acquisitions) option to survive and grow. For the entrepreneur Ngo Bang Long, M & A story was a silent interval with a lot of sad aftertaste. But then, with thought, “This door is closed, another door shall be opened,” he decided to resell the whole shares of this company to shake hands with three other shareholders to Binh An Security Service Joint Stock Company (BAS) in 2008.

Reason for naming “Binh An” for his enterprise, was shared by him: “In the childhood, at each power cut night, my all family gathered on the yard to get some fresh air, my father often told about his 20-year memories in the South-North battlefield. My father often told about two letter “Binh An”. This imprinted in my mind and perhaps it was a reason to lead me to this business field and I named “Binh An” for my enterprise. During the times of struggling in the market, regardless of any difficult circumstance I have been also unanimous that how to make our customers, partners feel a safety and soundness  “Binh An” when using our services”.

Executive Board of Binh An Security Service Joint Stock Company

Executive Board of Binh An Security Service Joint Stock Company

As the highest executive officer, he has directly built and developed an operation section, personnel system of business and financial segments for Binh An (BAS). At the same time, he has also directly built the vision, business philosophy and culture for the enterprise. In which, noticeably he has built the ethics code with taboo points in security service business field. At that time, it was reckoned that for an enterprise specializing in security service provision field then these works were too much, even if too redundant. Because it was known that the security service was a simple work, only needed crowded and “good health” forces. But Mr. Bang Long didn’t think so. In his opinions, this was a basic foundation and special important guidelines to help Binh An operate stably, with clear orientation, objectives right from the first days. Thereby, create premises for successful development, competition in the future. And achievements reached by Binh An today have proved the fact.

CEO Ngo Bang Long – CEO Binh An Security Service Joint Stock Company in the Company’s anniversary ceremony

CEO Ngo Bang Long – CEO Binh An Security Service Joint Stock Company in the Company’s anniversary ceremony

The Key to Success …

Binh An Security Service Joint Stock Company (BAS) is currently one of leading enterprise in security forces in the market of security service provision with operation scope in 55 provinces, cities and has 5 branches across the country. With professional security services for : high-rise buildings, plants, construction sites, consulates, warehouses, supermarkets, apartments for lease, offices, private houses and foreign-invested works etc. (service 24/24). Binh An has been appreciated by customers with stable quality, competitive price and become a provider of security services to many leading groups of Vietnam such as: Viettel, Petrolimex, Masan Group, Saigon Newport Corporation… last Samsung Vietnam.

In order to reach these achievements, Mr. Bang Long shared: “Our business philosophy is the employee as a foundation. The employee-oriented is the everlasting-oriented. Therefore, in all activities, we often give prominence to the occupation ethics for each staff from the highest level to the lowest level. Often satisfy customers’ demands with a professional attitude and sincere devotion”.

Simultaneously, Binh An has been making efforts to promote and implement activities under ISO 9001:2008 standards to perfect and professionalize services of the company. In the context of the increasing competition of the security field, with the strength of more than 1,500 competitors in the market, Long has himself concerned with the steps to help his enterprise compete successfully and maintain its position. “In the coming time, the company will focus on differentiation of product diversification, launch additional new services such as “remote rescue package” on a yearly basis; security services concurrently picking up students to schools in big cities with crowded traffic density, often traffic jam”- said Long.

Passing the process of experiencing with the enterprise, looking back the way gone through and the initial achievements, Mr. Long said: Firstly, for a development of an enterprise, efforts can be enough. But for an everlasting enterprise, then we ourselves must “study, study again, study forever”. Secondly, for fast walk, go alone, but for a distance walk, let’s go. Thirdly, when this door is closed, another door shall be opened. Make every effort for each such door.

With his experiences and lessons on success and unsuccess, Mr. Long is spending a lot of time to work out competition strategies for Binh An in the coming period. At the same time, attach business and personal activities with community activities such as start up speakers for 500 students of National Economics University, sponsor  scholarship programs for students, participate in charitable activities, community support … Especially, from 2015 up to now, he has participated in 04 CEO programs – The Key to Success of VTV1 (Vietnam Television) held in coordination with HoanggiaMediagroup, exclusively sponsored by OTIV brand of ECO Pharma JSC. In turn, participated in with topics such as: mass HR change, mergers and acquisitions. Recently, the topic directly related to security business field, he together with Dr. Tran Quoc Viet – Deputy CEO of Kinh Do Group, Northern Kinh Do Company and Mr. Phung Viet Thang – Deputy CEO in charge of globalization of FPT IS to seek a competitive strategy for their own enterprises. With his experiences in the security field together with sharing enthusiasm, he has had useful competitive ideas and solutions for many enterprises that have been highly appreciated by experts and brought great value to the business community.

 “CEO program– The Key to Success is an evidence for our enterprise’s success. When participating in the program, personal and business trade name is not only raised a new height, but also bring us many other business opportunities. Typically when participating in the bidding of security project for Samsung Vietnam recently, our company has won before other eminent competitors because in documents to prove my leadership capacity, I have introduced 04 times of participation in the program of the Key to Success. And they have selected me”, he shared.

Entrepreneur Ngo Bang Long and experts in CEO program– The Key to Success

Entrepreneur Ngo Bang Long and experts in CEO program– The Key to Success