~ =—- CJRIGG Kẻ Global Advanced Master of Business Administration JN I ———— UNIVERSITY GRIGGS UNIVERSITY
Global Advanced Master of Business Administration
CAPSTONE PROJECT REPORT
A RESEARCH ON DOMESTIC MARKET DEVELOPMENT STRATEGY OF
THAT TUAN TEXTILE & GARMENT COMPANY IN GLOBAL CRISIS CONTEXT Class GaMBAO01.C0509 Group No 4: LE KHANH DAT LE MINH HUY
DANG THANH TUNG MAI KIM TRUC
NGUYEN THI HONG NHANH
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TRO GaMBA01.C0509-Group 4
To complete this capstone project report, our group, group No 4, wants to say thanks to all teaching and office assistant staffs of Center for
Educational Technology and Career Development (ETC) of Hanoi National University who provided convenient conditions for us to pursue modern knowledge of business administration Moreover, they support us so much to complete global advanced master of business administration program successfully
Beside, group No 4 also sends warm thanks to cooperative program assistants at ETC center at Ho Chi Minh City (GASA), all colleagues of GaMBA01.C0509 class have paid so many attentions, contributed and
supported ideas to our capstone project report
Finally, we want to say thank to board of management of Thai Tuan Textile and Garment Company who supported and provided important material and data of their company which we can use to complete this capstone project report
CS Gludal Aqvarced \, 1 Business A0015 ÁĐI
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CHAPTERI: THEORETICAL FUNDAMENTAL OF DOMESTIC MARKET DEVELOPMENTON TEXTILE PRODLUC TS II
I Some issues of strategic management theory and market
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c._ Basic stratèy models 2 2211221 112 2h nse kế
2 Some basic concepts ofconsumer products market 12 H TTEHTEECUĐNSIRHĂHE re smrrrdendnenerrirntne2etoi ratiEsihiO0ifgr.ft2WslGu3 l¿ ƠỎ 5 13 3 The role and importance in the marketing of products, market development of the business: 2 222 2211221121121 1211 2m2 14
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Il The global economic crisis and the global textile industry crisis 17
1 The world market SC ee 17
2 Domestic market ee 18 II] The need for strategic planning to develop the domestic market 19 CHAPTER I; ANALYSIS OF DOMESTIC MARKET DEVELOPMENT
OE THAI TUAN TEXTILE & GARMEXNT COMPAXY - -. -: 20
I Introduction of Thai Tuan Textie loint StocK Company 20 I] Business situation of garment industry: 20
III | Business situation of Thai Tuan Textile Joint Stock Company 22 CO Zs °"M: -: OO 24 NII eens rs SA eet SNR OE 24 | a ae 25 Fm 571.11 25 Š, JGIHEYENIGUS seassnanseranreneeetrlabsreibntatiadtbasiilddikosiiefiseesssrrstek 26 Ct) ee 26 IV The Situation of domestic market development of Thai Tuan
Textile JSC (Business resultS) 5 cccccccececceccecevevscesssseeeeeeseseceeceseeeeees 27
V The successes and limitations of Thai Tuan Textile Company in the CEVElOpINCH! OF GOMESUC TATE nano riven eer ee Rn ee ee RD 29
VI The advantages and difficulties in developing domestic market,
ERE: | HE FER CII enc accorcen nev rncnc ni i se ge Nr eer te 33
I._ External factor evaluation matrIX 22c 33
4 CG Global Advanced Master 9) Busiiess Ad naist auca
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a Opportunities (O) cml sti SSG gg nig '
b Threats (T) “` 35 ø Weegee) FF cme TE Wea RG ces cn ie rts tin 39
BB ice ee ce mcr cit i a 39
E TU RENIN acca tan et RAE 4] VI SWOT Mlatrix 220 e 42 1 Use strengths to capture opportunities (SO) 45
2 Use Sirengiis to OVErCOME Threats (0 Cnn: cmon mmmmnnsc on: 46
3 Overcome weaknesses to take advantage of opportunities (WO).49
4 Minimize weaknesses to avoid threats (WTT) s22: 49
5 Quantitative Strategic Planning Matrix - QSPM: 50 LẠ - ma wih em i i i Sr 52 CHAPTER III: SOME SOLUTIONS CONSTRUCTION AND DEVELOPMENT STRATEGIES OF DOMESTIC MARKET THAI TUAN TEXIH,.E& GANMENTCONIEATDTY sao ocoeaaeeeeoiaieooeoooioiootoooooee 54
I Opportunities and challenges for Thai Tuan Textile Company in the developirient OF GOMESHC MATE ees cos 1s co cere os os came a Ree eae 54
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3 Hanan ReSourCe SFRHEÐV aeeeeễễeeeieereerr 60
If A number of recommendations and proposals for Thai Tuan textile
company 61
1 The group of solutions to develop, complete production and
lipr0ưwve pfoldU6t GIIÌĐE «sex set re roi EnDE ERE en eR PAPEDEEI 62 2 Group ofsolutions to consolidate and expand market 62 3 Group of solutions to consolidate and brand positioning 63 4 The measure of human resource development and training and
wfttracfing Hoa cua esas ess es rs om na SUN SH 8 Gs SS Red RAS TAN Had Roch Then su, 63
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Table 1- Data and forecast production and import and export of textile and
garment of Vietnam in the 2006-2013 period à 21 Table 2 - Summary Gf buswi€Ss actev ves ess cox cs caxesxes Bà thi nà ta Hạ Hồ Q2 tá tin tects neenwnmne et
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In economic integration and opening up, businesses have to confront numerous
difficulties Strategy and market development is also an especially important step for the business enterprise The Vietnam Textile and Apparel companies are actually integrated into the world market mechanisms very challenging opportunities and, in conditions no longer supported by the state
Textile industry has always been a leader in the industry, has an important role in the strategy of export of Vietnam to the world market It serves the essential needs
of man, and the industry work to solve many of society The export growth rate is high, textile industry has made no small contribution to export growth chemistry
In recent years, the garment industry has overcome difficulties in a spectacular
way, one of the industry-leading export nations Entering 2010, the garment
enterprises have identified the 'door' opened
Activities in the field of fabric and clothing manufacturing, fashion Corporation
Thai Tuan Garment and Textile (Thai Tuan Textile & Garment Corp.) is known as
one of the leading textile enterprises providing textile products and services fashion
in Vietnam
Established in late 1993, Thai Tuan incessantly expanding manufacturing operations of its business from the construction of textile factories, workshops, plant
dyes to the establishment and development expenditure Branch, Showroom system, the center of fashion and sewing workshops To date, Thai Tuan has 3 branches,
eight showrooms, more than 3,500 agents and 300 distributors spread across the country
Along with expanding investment and production activities - business is the development of powerful computer facilities and equipment, especially the increase
in human capital Besides enhancing the transfer of advanced technology from
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Japan and Europe, human resources are focused on development of Thai Tuan expressed considerable number of the company's staff of about 1,300 people to date compared to first time only 30 people
For years, companies have contributed to the richness and diversity of the market with many models and types of products, typically the product line silk, Silk Elastic,
non-elastic, voiles, high-quality materials level for girls branded LENCII many
custemers are known and trusted, especially the high-end products such as digita!
print, embroidery and silk
Besides, Thai Tuan also has launched fashion label luxury apparel available SILKI with designs costumes and walk around the family for young women and middle-aged In developing its strategy, Thai Tuan undertakings "Get the local
market as the foundation and promote development through export." To ensure product quality to meet market demand for both domestic and export, Thai Tuan
continuously and producing innovative designs, new fabrics to satisfy customers Thai Tuan's orientation to 2010 "will become the company offers clothing fabrics and top fashion in Vietnam" and beyond - to become a corporation specializing in providing services and fabric top fashion district Asia in the future
With the criterion "Customer is the existence of the Company In production, get quality criteria In business, cooperation has mutual benefit On foreign policy, placed on top of trust ", Thai Tuan always put the interests of customers to the
forefront and always respect the relationship of cooperation in business
Over the past 15 years, Thai Tuan efforts in production and business activities, needs and bring added value to customers, participate in organized programs and
activities concerned community and social
With the enthusiasm of business owners along with the contributions and
attachment of the collective enthusiasm of officials and public employees, Thai
Tuan was honored with the Labor Medal Third, a lot of merit from the Prime
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institutions and society to recognize the title "Vietnam Golden Star", "Vietnam
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CHAPTER ET: THEORETICAL FUNDAMENTAL OF DOMESTIC MARKET DEVELOPMENT ON TENTILE PRODUCTS
I Some issues of Strategic management theory and = market
development
1 Some strategic management theories
Strategy, a word of military origin, refers to a plan of action designed to achieve a particular goal In military usage strategy is distinct from tactics, which are
concerned with the conduct of an engagement, while strategy is concerned with how
different engagements are linked How a battle is fought is a matter of tactics: the terms and conditions that it is fought on and whether it should be fought at all is a matter of strategy, which is part of the four levels of warfare: political goals or grand strategy, strategy, operations, and tactics Building on the work of many
thinkers on the subject, one can define strategy as "a comprehensive way to try to
pursue political ends, including the threat or actual use of force, in a dialectic of
wills — there have to be at least two sides to a conflict These sides interact, and thus
a Strategy will rarely be successful if it shows no adaptability
Business perspective: match the capacity to make a difference and the external
environment
Quinn (1980): "Strategy is a pattern or plan to integrate the major goals, policies,
and action sequences into a cohesive whole ts a strictly"
Johnson and Scholes: "Strategy is the direction and scope of an organization In the long term to gain a competitive advantage for organizations through the format
of its resources in a changing environment, to meet market demand and satisfy the expectations of stakeholders”
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Definition: Strategic Management Is a set of management decisions and actions
determine the long-term performance
Duties:
— Create a vision — Set goals
— Develop strategies
— Implementing and operating strategies — Evaluate and adjust
Basic strategy mod
The mission and purpose > external analysis (opportunities and threats) > select and build strategies within > Analysis (Find resources capabilities and core competencies) > Business Strategy > global strategy firm strategy > Making changes strategic fit strategy, structure and control organizational structure > design control strategy function
2 Some basic concepts of consumer products market d Product consumine
Products comsuming is the final stage of production process, is crucial for the
existence and development of the business Product consumption is the purpose of producing goods, is getting the product from production to consumption places It is the circulation of goods, intermediate bridge between a manufacturer and distributor of consumer and one side Adapt to each management mechanism, the consumption
of products are managed by different forms
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In the economy centrally planned state managed primarily by economic imperative The administrative intervention into economic production and business
operations of enterprises but do not take responsibility for their decisions The
problem of production such as: Manutacturing what? How? For whom? AIl state regulations, the consumption of products is the only organization to sell goods produced on schedule and prices fixed in advance
In the market economy, businesses themse!ves must decide three !sSues
important to the production of consumer products need to be understood in the broad sense and narrow sense Broadly, consumption 1s an economic process
includes many stages from the market research, identify customer needs, orders and production organization to the organization of professional sales, contact sales process the purpose of achieving the highest efficiency
In strict sense, consumption goods, labor services, moving services is the
product of ownership of goods, labor services, services performed for customers and collect money or goods to be sold to collect money
e Market development
Market Development simply means that getting customers, maintaining and
expanding the system of customers
Businesses have to do some surveys required to point out that their products hit the market if it will be seen at any level (position) Answer the question: Why do customers choose to buy their products without buying the same products?
After that, enterprises must identify the target market (defined market segments,
target customers, sales growth is expected and desired .) Then make a new
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After identifying clear client goals approaches, the enterprise must provide the
roadmap and achieve the expected results 1f the execution of that approach This 1s
important because it will help enterprises make timely adjustments tactical, even strategic adjustments to match the corresponding actual habits, buying behavior of
customers to target enterprises
In business as well as in scientific research, success does not necessarily have to
do right from the beginning Success wil! come te those who do wrong but just realized the wrong fix continuously until the first method is correct
3 The role and importance in the marketing of products, market development of the business:
Product consumption plays an important role, determining the existence and
development of the business When the product is consumed by the enterprise, ie it was accepted by consumers Consumption of the products shown in the enterprise sales, business reputation, quality of products, the adaptation to the needs of consumers and the perfection of the service activities In other words the sale of
products reflects fully the strengths and weakness of the business
Product consumption as a basis to develop plans for what to produce, produce much volume, how the quality If not based on consumption in the market that
produces massive, regardless of their consumption will lead to dull excess, unsold products, causing delays in production, leading to risk of bankruptcy Also decided
to sell their products the supply of inputs through production
Consumption activities is crucial to the operations of businesses such as market
research, investment in equipment procurement, property, production organization, the circulation If the service does not consume the product will not be possible to reproduce the process because business will not have the capital to carry out
business activities mentioned above
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Marketing of products to help businesses recover funds, cost recovery and profit
It helps enterprises have the resources necessary to perform subsequent
reproduction, the consumer will be well organized motivating factor production and
increased turnover of capital Therefore consumption of products was conducted as
well how much the business cycle much shorter, the faster capital turnover the higher efficient use of capital
So in addition to highly profitable measures to reduce production costs to
enterprises to promote the sale of products, increasing the volume of freight traffic,
increasing sales Speeds as high consumption of products, time products are in
circulation is declining which means that will reduce circulation costs, transfer
costs, inventory, storage, loss, loss etc create conditions for enterprises reduce product costs and selling prices, increase competition and ensure the expected profit
The process of market development strategy also requires businesses to understand the engine of choice and the factors favored customer in the market,
through which discovered the basis of competitive advantage, helping companies
industry sees opportunity in the market through the analysis of the needs of each customer group That may offer similar product but with different uses, different
packaging, different price, etc to cater to the different needs of different customers
More importantly, by identifying themselves a niche market segment, will easily lead to successful strategies for the enterprise market based on the capability and real advantage of the business suit needs of the market Conversely, if companies
choose the wrong market, the strategy is a theoretical or always difficult to implement successfully, because businesses can choose a market too big for their
ability , or a market that require the most urgent, most decisions of customers, the
enterprises are not able to respond better than other competitors
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The strategy of the enterprise market 1s also the basis for enterprises to identify
and assess the market, it helps businesses track the market performance, judging the
changes in future market needs to catch up market
4 Some strategies to penetrate and develop markets ¬
New products are an important factor in the development and survival of the company Due to ongoing market facing stiff competition, with constantly changing needs of clients and with the advances in technology, so a company must have a strategy to launch new products as well as improving the existing products in order
to stabilize revenue
D Customers Development
Once the company has built good relationships with customers are viewed as costs to attract customers initially were no more If you do a good job of retaining customers, the company will inevitably lose some customers, but certainly not the company will start with a "cast net" new Next challenge is to expand the number of
profitable business with existing customers You can call this activity is to develop
or expand your customer profitability
Cc Market development in geographic scope
The purchase amount is too large, too spread out geographically, and needs to buy their products too varied To the enterprise, the ability to meet the needs of their markets are also different because they differ in capacity and expertise
So instead of spreading the capacity to serve all the market needs, each enterprise should determine for themselves a share of the market they can serve
best, most beneficial Most businesses today have left the overall market strategy, they began to market-oriented selection Thus, there may be market segments they
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serve only to retreat or perfunctorily and the market segment they were determined,
we devoted service
Thus, we can say the goal of segments in order to identify market segments
which businesses will compete and do business segment will not compete, as a basis for enterprises to identify and assess market school, it helps businesses track the
market performance, judging the changes in the market in the future to catch the
market demand
il The global economic crisis and the global textile industry crisis 1 The world market
Textile industry in the world today are affected by the buyers rather than producers, and retailers of textiles and garments in large economies of developing leading buyers such as Wal-Mart, Sears, JC Penny, Liz Claiborne and Gap holding a key role in promoting the development of the market
Since early 2009, many developing economies no longer apply quotas on imported textiles However, these regulations exist that many WTO members to implement anti-dumping actions, and expected number of these actions continue to
increase
The credit crunch, the dwindling demand and strong competitive pressure on the market has caused a huge range of textile companies in many countries fall into
bankruptcy, closure or temporary or permanent production Business perfunctorily
Therefore, employment levels in the global textile industry has declined
On the global textile market, China is still a major force, but not without competitors China remains the largest textile and garment exports in the world The
end of quotas on textile and apparel imports from China to major markets like the U.S and Europe is important, however, the higher wages of workers and the yuan 17
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rise prices has made Chinese textile products are no longer attractive in price as before Many commercial sources of analysis that the textile exports of China are
expected to fall 15% this year Many countries other textile and apparel exports have lower labor costs, China as Bangladesh, Sri Lanka and Vietnam have started to expand market share Besides many large import market in the world such as USA,
EU and Japan also wants to reduce the dependence of textile and garment imports from China and has moved into the cooperation in other Asian manufacturers
Early third quarter of 2009, the decline of textile and garment retailers across the
developed world has hit bottom, and the market is expected to recover in 2010 In
2008, the amount of global textile market is worth approximately 460 billion and estimated to reach $ 700 billion in 2010 Achieving a sustainable recovery, three things have in the textiles sector in particular and other sectors generally increase profits, global market recovery in demand and prices
2 Domestic market
Vietnam exported goods in the month 10/2008 fell very sharply Mr Vu Duc Giang, General Director of Vietnam National Textile Garment Group, said the first 10 months of 2008 overall, the country's textile world which is of export audio, only Vietnam is maintained at 21% But until now, the first 20 days of statistics in 10/2008, new Vietnam exported $ 420 million, of which export to the U.S slowdown, only the European market is maintained Jiang warned that the end of 2008, exports from the landmarks difficult to pass $ 9.2 billion More worrisome,
the worse evolution of global markets, the growth of textile industry 2009 - 2010
will be very difficult Consequences of the crisis will not only in 2008 that lasted
longer if not good policy for investment and production
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[he need for strate lanning to develop the domestic market With 87 million people and 4 million visitors each year, the domestic market are textile and garment enterprises towards the Vietnamese, in the
context of economic recession and exports difficult However, after years of outward, the task now dominate the market, which was not simple
Gold Population - the young generation takes high proportion
Vietnam Economic growth in many vears, the shopping needs of residents has been increasing
Strong domestic market bases and 1s developing a foreign market
Rapidly changing needs of the young generation and the competition of foreign goods such as market-opening provisions of the WTO should have strategic planning to develop the domestic market and expand export
markets is a step steady and consistent
>
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CHAPTER Il: ANALYSIS OF DOMESTIC MARKET DEVELOPMENT OF THAT TUAN TENTILE & GARMENT COMPANY
i, Introduction of Thai Tuan Pextile Joint Stock Company
Thar Tuan Textile Company is one of not many textile companies have
developed strategies and products dominate the local market very early Since it was founded in late 1993, Thai Tuan continuous efforts to expand production and business activities from the construction of textile mills, dyeing, sewing, developing
distribution networks, branches, Showroom system and abroad Growth in sales and distribution channels average 15 - 20% over a year
Il Business situation of garment industry:
Vietnam's garment industry has made remarkable progress in recent
years Textile and apparel exports of Vietnam also achieved growth results are quite impressive In ths article, wewill analyze the strengths - weaknesses and opportunities - challenges of Vietnam's garment industry in recent years
Vietnam's garment industry can avail a number of strengths First, the equipment of the garment industry has been renovated and modernized to 90% The products
have a better quality and more difficult markets like the U.S., EU, and Japan
accepted
Besides, the textile business has built up a relationship more closely with
Trang 21Gricos) mg GaMBA01.C0509-Group 4 "garments, | | | | - milhion | | | | | | | | Garment | | | | vị | turnover of | | garments, | | million | | | | USD | | million USD | | USD | | | | | ~ = + = = = ca ese Se — | | The import 271.0 426,0 | 4498, 3373 379.8 | 4140 4513 | | rr Se ——- — —— * — $$ | | | | | 5.308,0 | 6.760,0 | 8.604,6| 7.087,2 79556 84846 84777 9.08.0 trade balance, | | Pf | | | | | | | | | Source: BMI (7/2009) (www.businessmonitor.com/) | | | | | mace oh 1 i
Finally, Vietnam is highly appreciated by political stability and social safety, attractive for traders and foreign investors that Vietnam itself is actively involved in economic integration region and the world also expanded market access for exports in general and textile and garment exports in particular
II Business situation of Thai Tuan Textile Joint Stock Company Return to 2010, despite the many difficulties and challenges, but has been the positive signal for the Vietnamese textile and garment sector in general and in particular of the Corporation The biggest challenge export market of textile apparel industry will have plenty of stiff competition from countries such as China's strong exports, India, Bangladesh
Trang 22Gnloo UNIVERSITY GaMBA01 0509-Group 4 0amments, | | | | | | million | | | | | USD | | | ' - † + ' ‡ ‡ + pata ———— The impor , 2710 426/0 4498 337,2 379,8 | 414.0, 4513, 4973 turnover of | | | | - | | | garments, / million USD ]—— + + ‡ ——m=i=—=====—— ——————— 5.308,0 | 6.760 0| 8.0046 7.0872 | 79556, 84846 84777 9.0080 | | ” balance, | | | | million | | | .t USD | | | | HD Ð = BB cere re reece tea 2 2 poss Ba | Garment | trade .° | | | 5
Source: BMI (7/2009) (www.businessmonitor.com/)
Finally, Vietnam is highly appreciated by political stability and social safety,
attractive for traders and foreign investors that Vietnam itself is actively involved in economic integration region and the world also expanded market access for exports
in general and textile and garment exports in particular
l11.Business situation of Thai Tuan Textile Joint Stock Company Return to 2010, despite the many difficulties and challenges, but has been the positive signal for the Vietnamese textile and garment sector in general and in particular of the Corporation The biggest challenge export market of textile apparel
industry will have plenty of stiff competition from countries such as China's strong
exports, India, Bangladesh
Trang 23Griccd ny GaMBA01.C0509-Group 4 2 Earnings Million — 19226 41,893 | -0.54% before tax vnd | Performance abilities: 1 Productive ability Initial Investment: 14 billion VND (was capitalized in 2001) Structure: BOARD Mr Thai Tuan Chi as well as the GENERAL MANAGER and DEPUTY DIRECTOR Mr Su Quoc Tuan
Thai Tuan Textile & Garment Company has 3500 retail outlets The products are variety on types and styles of fabrics and casual clothing brand which dominated the
domestic market and meet the needs of domestic consumption and export Deputy Director of Thai Tuan Textile and Garment Company, said: "To create products
with high distinction, we have improved the investment in technology, equipment, focus resources and develop the domestic market and create favorable conditions for sustainable business development."
The fundamental basic to achieve this 1s to invest in building new factories to produce high quality products meet international standards, invested in building a modern factory with Japanese technology Copies, to expand the distribution system
at home and abroad, has gradually developed its own brand on the international market, product quality control management system, ISO9000 international quality,
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ISO 14000, SA8000, 5S, a team more than 1400 staff members were trained at
home and abroad, professional work
In fact, In recent two years, business investment was stronger focus on market
research, fashion and design new products organizing specialized production line
tit, construction brands, combined with prograins to rural goods The turn of the domestic market pluses a positive impact from the campaign ”Vietnamese uses
Vietnam’s products,” the textile business was initially brought a new !cok, more profound changes in Gomestic market
2 Corporate Governance
- Strengthening the management, conduct organizational restructuring,
reorganizing departments, merging firms produce under the motto "Compact,
efficient and specialized."
- Applied strictly to the comprehensive saving measures, particularly the cost of
production, consumption costs Perform well the administration costs
- The application of new technologies in production technology Lean methods
trom 2008 to now make the effect of labor productivity improved markedly (average increase of 20% compared with before)
- Implementation of intensive investment in machinery and specialized
equipment to replace many workers use the same time meet the increasing quality
of customer
3 Trademark
But deeper with ordinary customers, but the Thai Tuan took pains to insist the Quality 1s top competition criteria Thai Tuan provide only quality fabric is tested,
committed no skin irritants Thus the Thai Tuan fashion overcame prejudice
"criticism" of Vietnam
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Thai Tuan pays great attention on cultural factors such as each region, the habit
of dressing to make the product best suited to the tastes of consumers in Vietnam
Especially the size factor the design of products tailored to the size and style of
Vietnam THATEXCO promote fashion products designed to enhance the value of the product, brand building for many consumers in many different segments The product's brand THATEXCO is present in all distribution channels from modern stores and agents with the uniform design to consumers easily identified
4 Marketshare
Thai Tuan Textile Company is the most successful enterprises dominate the local
market, many years, companies have implemented development strategies with
local market growth to 40% Apart from three branches, eight showrooms, more than 3,500 agents and 300 distributors spread across the country, companies are continuing to expand and develop distribution channels, bringing the product into
the trade center Besides the construction of chain stores, the exclusive agent to sell
their clothing products, Thai Tuan also coordinate with other apparel stores with
distribution of garment products to Vietnam consumers hands a wider population
5 Products
Thai Tuan brand name Is easy to detect in domestic market, notably in the
products that our competitors do not focus on Thai Tuan is the first company which introduced new products to the market such as silk printing digital (in texture,
pattern, digital), printing products vignettes for each shirt, single product Thai Tuan Textile & Garment Company has unveiled its products to be excellent silk, brocade posture, acetate spandex, silk three-color, two-layer veil, veil and silk
Taffeta non snow
Some fashion brandnames controlled by That Tuan Company are THATEXCO:
SILKI, LENCII, SOSSHI, HAPPINESS, MENNUI'S focus on different customers
cs G:oba: Advanced đe.5{ f2
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Thai Tuan textile and garment company also investes pattern equipments and
provides a single-unit textile products to each customer's shirt Thai Tuan's
orientation 1s always adding new product development to maintain its position in
the market
The majority customer is women, therefore, Thai Tuan Company introduces
them by offering those product lines such as cloth dress, work, young fashion
Ready-made garments tncluding dress bed and map high-level branded Rossh1 In
addition, Thai Tuan Company also provides school uniforms market, aged 15 - 18 years, the collection's trademark bold Lencii & Menni charm, old school style
games
6 Achievements
e ISO Certification 9000:2000
e Certificate of main industrial products HCMC
e The award of Vietnam High Quality Goods chose by consumers eight consecutive years
e The title of Brand Vietnam, Vietnam Trademark id most Favored e Vietnam Gold Star Award
7 Competitors
The domestic textile enterprises: Vietnam Progress, May 10, Nha Be, Phuong Dong, Vietnam Thang Hanosimex, Success competitive in a position to support the goal of "contributing to the overall growth in revenue and profit margins of the Vietnam Textile and toward domestic consumption, "the companies selected for their strengths and fine products with particular
characteristics to coexist and to stand together on the domestic market For
example, Thai Tuan is proud to lead the product brocade, silk, silk
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especially products with cool features, anti-wrinkle, elegant traditional
uniforms for girls of Vietnam, Vietnamese floating known for the fabrics and
work shirts for men,
Competition in their home for Chinese textiles and clothing: Fabric China now account for 60% of the domestic market, if import duties are calculated, Chinese cloth fabrics in the country just over a few thousand dollars / m, while the medels much more diverse Dealing with cheap textiles and clothing is rampant today for Tha: Tuan's book in particular and the U.S
textile and apparel enterprises generally have emphasized the technological elements to create high quality products, but also balance the competitive
price as the call of Vietnam Textile and Garment Association, "Vietnam enterprises have to turn yourself into a manufacturer, designer, rather than the process, and prices for product is not the deciding factor”
IV The Situation of domestic market development of Thai Tuan
Textile JSC (Business results)
Trang 28| 3 Net sales +> - CoSt Of goods sold Nn _ Gross profit GaMBA01.CO509-Group 4 537.368.101.363 3134 35,22 | 056 + 163.634.810.307 449 001,295,310 290,538,837,584 | 158,462,457,726 2,099, 953,000
| eevee eer oem re ernest et remeron ot
| 6 Financial operation profit 2.066.376.088 IR po open e | 7 Financial expenses | 35,41 7192213 21,195,282,803 -in which: interest | 26,979,227,200 | 13,664,683,451 Po a § Selling expense | 67,600,560,656 54,675,657,193 | G Administration expense 46.343.522.041 43.541.170.775 | 10 Operating profit 17,979,911,425 41,845,902,540 - LL Other income CS I,285,661.964 IS,070,793,393 12 Other expenses 40,034,242 15,024,007,273 SH, Other profit _ 1,245,627,722 46,786,120 14 Earnings before tax 19,225,539,147 41,892,688,660 15 Corporate income tax 5,639,603,584 10,852,516,527
, 1s Deferred corporate income tax 7 (644,377,237) (18,188,992)
: 1 Earnings after tax 14,230,312,800 31,058,361,125
17 Interest per share Source: Income statement report 2010 - www.thaituanfashion.com
Those can be implied:
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Gricod) phun GaMBA01.C0509-Group 4
Global sales of Thar Tuan Textile Company to reach 537,368 billion, up 19.68% over 2009, exceeding 17% compared to the proposed plan Net profit reached 199,226 billion, 0:54% reduction compared with 2009, down 10% compared to the
plan Domestic sales reached approximately 20% increase over 2009, exceeding 8%
higher than planned Labor income increased
V The successes and limitations of Thai Tuan Textile Company in
the development of domestic market
Not only focus on exports, the Vietnam's garment enterprises are actively back
from exploiting the potential domestic market Response by the campaign "The priority for Vietnam of Vietnamese", in 2010, revenue from domestic market
continues to grow, reaching approximately 15,364.6 billion, up 20% compared to
2009 In particular, the units have domestic sales accounted for a large proportion of Phong Phu Corporation, Fashion Trade of Vietnam Limited Liability Company, May Viet Tien Company, Viet Thang Garment Corporation, Nha Be Textile
Company
Thai Tuan Textile Company is one of not many textile companies have
developed strategies and products dominate the local market very early Since it was founded in late 1993, Thai Tuan continuous efforts to expand production and business activities from the construction of textile mills, dyeing, sewing, developing distribution networks, branches Showroom system and abroad Growth in sales and distribution channels average 15 - 20% per year
So far, in the domestic market, Thai Tuan has three factories, three branches in
Hanoi, Da Nang, Can Tho, 10 showrooms and over 300 distributors and agents
provide more than 3,500 retail outlets spread all over the country Especially, in 2009, although Vietnam's economy had been affected by the global economic
downturn but the company had still been outstood the target
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GaMBA01.C ‘0509-Group 4
Clearly identify the customers that the company is targeting women 22 - 45
years, the company has shaped the current key products such as Jacquard Fabric,
Plain, brocade, silk, silk, Silk shirts, voiles made from polyester, spandex, viscose, with advanced production technology transferred from Japan and Europe
Therefore, Thai Tuan fabrics are preferred to local consumers and appreciated
Besides, Thai Tuan also proved very nimble in seizing the psychological customers
when deciding to make products available to the fashion apparel brand ROSSHI,
senior brand SILKI costume includes sample work Family and costume designs bring chic, elegant Tuan Thai market supply school uniforms collection of dress
materials high marks LENCII impressive style, personality, and striking and
luxurious brands in White for the old American student
Not only the ambition to conquer the local market, Mr Quoc Tuan, Deputy General Director, said Thai Tuan's orientation in the coming years will become the
Group has a strong brand in providing products and services fabric domestic and
international fashion Thai Tuan basis for achieving this is to invest in building new factories to produce high quality products meet international standards, to expand the distribution system at home and abroad, gradually building own brand on the international market, product quality control management system, ISO9000
international quality, ISO 14000, SA8000, 5S, team of more than 1400 staff
members are trained in and foreign professional to work now the rate of export sales accounted for 45% of the total revenue of the company
In the context of increasingly fierce competition of the goods both at home and abroad, to survive and develop, Thai Tuan has released research quality product line, which ts distinctive from the competition high and increasing human emotion, friendly environment The company has built research centers and_ product development with nearly 100 employees, including 50 designers, research and technology Thai Tuan has launched in to market 100 new products with nearly
2,000 patterns per annum The company also offers business philosophy is very
30
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specific: in production get quality criteria, the business cooperation of mutual benefit and trust placed on foreign policy priority Thar Tuan Textile Company has
well aware of the responsibilities of a business community and society As soon as
the organizers launched the program "Accompanying textile business because
island people of the Fatherland" the company has registered to participate right from the first day According to Thai Tuan, participate in programs that help empower people to protect soldiers on the night sea air of the country
To develop the domestic market, domestic textile enterprises encountered some
difficulties:
Firstly, to sell product at domestic market, enterprises have to open their own stores or sell through agents Financial burden in the form of storage and distribution channels, with the spread of contraband and pirated
goods are too large for the textile and garment enterprises in Vietnam
Secondly, Vietnam's garment industry depends so heavy on imported raw materials, mainly from China With nearly 70% of raw material imports, the textile business Vietnam was not active in production planning and manufacturing resources to cater for export and domestic
consumption
Thirdly, Vietnam's garment enterprises will be fiercely competed in their host country by textile and apparel enterprises from China, India,
Pakistan because of the reason: the import tariffs of 50% for garments
and 40% for the fabric will be reduced from 10-15%
Fourth, when joining WTO, the system of foreign retailers, with great potential for capital and experience to penetrate into Vietnam and then
not only the retail company in Vietnam that the retailer's traditional
businesses will also reel
f€ 2 3]
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— GaMBA01.C0509-Group 4
Solution:
Thai Tuan Company recognizes and assesses the importance of the domestic market and has made a first strong step to seize this market So, Thai Tuan Textile and Garment Company has been implementing the following issues:
— Stimulate domestic consumption
— To boost production, improve the guality and availability of preducts for
the domestic market
— Promoting ancillary industries of textile development and progress to
gradually reduce the import of raw materials to avoid being dependent
on imported raw materials
In order to successfully occupy and expand the domestic market, textile industry
should have the following measures:
— To the textile industry side: Positive invest in cotton growing areas, more investment in the spinning quality to gradually increase the localization rate, lower production costs Need to adjust the production structure
suitable for domestic demand
— To the textile businesses side: investment in renewing equipment and technology oriented approach to high technology to improve product quality, increase labor productivity Invest heavily in building and branding companies and brands as a stimulus, to the domestic market as a springboard to overseas markets
— Textile and garment should invest in model designing
In the context of increasingly fierce competition of the goods both at home and abroad, to survive and develop, Thai Tuan company has released research quality product line, which 1s distinctive from the competition high and increasing human
emotion, friendly environment The company has built research centers and product 32
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GaMBA01.C0509-Group 4 development with nearly 100 employees including 50 designers, research and technology Thai Tuan average year-to-market 100 new products with nearly 2,000 patterns The company also offers business philosophy 1s very specific: in
production get quality criteria, the business cooperation of mutual benefit and trust placed on foreign policy priority CP Group Co Thai Tuan well aware of the responsibilities of a business community and society
Vi The advantages and difficulties in developing domestic market,
tên
i
Phat Puan Textile Company
External factor evaluation matrix
O (Opportunities)
1 Support policy support from the
State budget, ODA
2 Society: The campaign "The priority for Vietnam of Vietnamese"
3 Export demand rise 4 Incentives for exports
5 Increased capital investment
T (Threats)
1 Competition: product, price 2 The labor share
3 Counterfeit goods,
4 Demand and psychological
the
5 Economic — environment:
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Government has a number of mechanisms and policies to support and accelerate
the textile industry from 2001-2005 Fund support for business loans was 118
million, about 5% of the total investment under the plan should promote the sector Large domestic market with more than 80 million people 1s customers and potential targets in the textile sector Vietnam officially joined the WTO, and also people that we were completely remove textile export quotas for WTO member countries Therefore businesses no longer worry about limits in the export product in the industry
li Corperation
- Policy support: support from the State budget, ODA projects for
regional development planning materials, cotton and mulberry growing, silkworm raising, investing in sewage treatment works; planning of industrial textiles, building infrastructure for new industrial, training and research institutes, schools and research centers specialized in textile industry
- Society: The campaign "The priority for Vietnam of Vietnamese" was launched, has created new opportunities to further develop the potential
domestic textile market
- Increase in export demand: export figure 10.5 billion per year, the export market expanded to many countries around the world, the second largest (after China) on textile and apparel exports to the two major markets U.S and Japan Especially:
Priority to export
+ Integration, especially WTO membership brings many advantages such as: export quotas are not controlled, a number of market discrimination on taxes, import duties will be taken down to normal; enjoy the benefits from
the investment environment
34
Trang 35Gricc) TRO GaMBA01.C0509-Group 4
+ Textile and garment exports to Japan will enjoy 0% tax rate, instead of 2 | JO the 10% tax
- Increase in investing capital: Only the first four months of 2010, there have been 18 FDI projects in the textile industry is licensed, with registered capital of more than USD 20 million
Industry
- Industry faced with the very strong competitors such as China, India, and Pakistan not only on the international market but also in the domestic market The
opponents are not only strong in many aspects such as the potential of resources:
human, material and information but also have experience and a strong distribution system, including retail and professional than the Vietnam business
- The abolition of quotas is generally invisible to Vietnam for businesses facing China in exporting Indian goods to the WTO
- Pressured by the integration process creates a psychological phenomenon has insecurities just give up Insecure because we do not know much about the competition, because the analysis of international business environment is not typically the focus had complaints about dumping (fisheries) Give up because of lack of information so that "to go there or anywhere."
- Since America has awarded 207 PNRT regulations for Vietnam's textile and garment exports are not controlled Vietnam on quotas, but if prices do not manage
and maintain the automated licensing system (to prevent transshipment of goods to
a third country), we easily mistake on the price There is also a threat to the U.S will establish a comprehensive monitoring program for textile and apparel imports
from Vietnam
G2 nN
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GaMBA01.( ‘0509-Group 4
- Current policies of the state support is no longer, the textile companies have themselves faced with the volatility of domestic and international market
il Corporate
- Competitiveness:
+ Products: The most significant challenge: there are many foreign investors to invest in this area will have a lot of competition from countries
that export strength as China, india, Bangladesh 2008, China will remove textile quotas, the product of "giant" 1s filled with world and U.S markets
Many competitors in the highly developed countries: Viet Tien Garment Limited Company, Thang Loi Textile Garment Company
+ Prices: Vietnam's garment situation will be even more trouble if commodity prices in key import markets like the U.S., Europe 20% cut Own reduction in Vietnam's textiles and garments was up to 15% This means that Vietnam's garment and textiles in general, Thai Tuan particular will face fierce price competition in foreign markets in the future
iii Labor
The more FDI enterprises operating in the textile sector in Vietnam increased
the competitive pressure to attract workers , labor resources will be shared, will increase labor costs, competition in attracting employees will also more severe
iv Needs, Psychological
+ Domestic: Extra-psychological, cheap prefer and Prejudice "criticism" of Vietnam's poverty of many models of domestic consumption
+ Foreign demand for U.S commodities markets, Europe and Japan will
decline Consumption level luxury garments will be reduced In particular, the
U.S will reduce imports of textiles and garments 15%
36
CF Giobal Advanced Jaste: uf BusineSs Adinnrsuand
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eee GaMBA01.C0509-Group 4 Consumption of the US market of course, Europe should reduce orders and garment exports to the markets were also reduced
v Economic environment
+ Recession the world economy are directly affected to the textile- garment, put business before the difficult challenges
+ Warning of the bankruptcy problem is happening with the enterprises
with weak resistance, investment spread Coming to Vietnam will be affected, including certain textile and garment sector will suffer heavily
+ Loan interest rates too high, input costs increased many times, banks
have to pay higher interest
vi Policies and legislation
+ Policy environment was not favorable Themselves legal documents
of Vietnam is in the process completely, while the capacity of staff development and policy implementation, as well as other officials engaged in
trade promotion is still weak, especially limited expertise, foreign languages,
and skills
Large markets themselves is also using quite a lot of technical barriers, sanitary and safety, environment, social responsibility, anti-subsidy to protect
domestic production
+ Many FDI enterprises opening hole for years, but production is maintained, even still expanding This is a great injustice to the domestic companies, because FDI companies also enjoy many preferential policies in
investment
+ Protectionist barriers are no longer domestic textile and apparel
o If current tax and import of garments in Vietnam is 50%,
import duty 1s 40% fabric, yarn import tax 1s 20%, while the WTO,
G af
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Ba ŒGaA1B.101.C10509-Croup +4
Vietnam will have to comply with commitments under the Agreement the Textile and Clothing (with big tax breaks, for
example the tax rate for cloth declined from 40% to 12%, ready- made garments reduced from 50% to 20% and fiber decreased from
2% to 5%) So China will spill into the fabric of our country, we will
have to compete with imported Chinese fabrics
o Commit to remove the subsidies are not allowed, textile is no
longer entitled to some kind of support as before such as other forms
of export assistance and export awards from the Export Support
Fund, exemption measures tax or land rent associated with export
conditions, the preferential investment and development credit
+ The trade barriers are increasingly applying more sophisticated and
flexible, especially in the context of the financial crisis and global recession o In the context of textile and garment exports are the most unfavorable developments since February 2009, all textile products
exported to the United States will have to comply with new
regulations are extremely strict Comes as the penalties are very high error violation, up to $15 million, while the former is a maximum fine of several million dollars The importing in the United States will pose higher requirements for quality and safety of textiles and garments
o The risk of anti-dumping, countervailing, safeguard measures in the larger export market
o The rules of origin of goods may affect the ability to penetrate
the market of textile products
38
Trang 392 Internal Factor Evaluation GaMBA01.C0509-Group 4 | Main internal factors | Weighted | Mark Value [Strengths — — poy 1 Industry diversity 01 4 104 | 2 Proyluơi variety mare suitable plan, seod quality 0 l 5 4 0.6 fyCompeiiverices == - — 01 3 (03 | 4 Large market 1008 14/0432 | ls, ‘lunge wile SỐ 0.05 3 LS p 0.1 3 0.3
6 Position, high prestige, good vinatos 0.07 3 Quái 1 Highly qualified staff 0.05 3 0.15 8 Good customer care 0.05 2 0.1
| Weaknesses
7 0.06 3 0.18 1 Ho Chi Minh City is stil the mïor market dư 0.05 2 0.1 B Materials are mainly ðmpodsdl ˆ - 0.05 l 0.03
3 Unstable labor, labor is mainly ordinary os 2 0.08 Ti 6h" Plan Table 4 - Internal Factor Evaluation "frenotl 1 Industry
- Labor costs in the garment industry of Vietnam are the cheapest compared to
other countries in the region and in the world Labor cost in the industry at present
t 2 Goal Advanced :
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To ` n4
GRIGG we GaMBA01.C0509-Group 4
isonly two times higher than minimum wage Low cost low cost, low production cists and creates competitive advantage in the garment products
- The employee diligence hard work, and = skill should be the product
reJuIrements craftsmanship is unique special and differ so this creates competitive acvantage, and thus has helped Vietnam huge advantage in exports, and in building vilages for industrial development
- Vietnam's garment industry growth rate the number of companies increased cmtinuously over the years and the size of the larger corporate sector in terms of all
resources Export value of 260 million dollars per month and increases in major
murkets like U.S., EU, and Japan
- Some brands are confirmed in domestic and overseas market: May 10, May
Vet Tien, Dong Xuan Knitting, Gam Thai Tuan, Phuoc An shirts These brands not
orly stand firm in the domestic market but also help Vietnam's garment industry mike a name in foreign markets
il Corporate
- Diverse lines of business:
- Product quality, variety, suitable for many types of customers
- Competitive price: the company is developing towards multi-value, creating more choices for customers And to increase the number of sales, Thai Tuan does not discount the product that launched the product line is the average price
- Large market:
+ Domestic market: 3 branches, eight showrooms, more than 3,500 agents
and 300 distributors spread across the country
+ export markets: Thai Tuan currently dealing with customers in over 50
countries around the world such as America, Canada, Europe (Britain,
40
) -=j- Blobal Auvaunueu ' :