Phân tích sự thành công trong chiến lược kinh doanh của tôn hoa sen HSG eng

Phân tích thành cơng chiến lược kinh doanh Tôn Hoa Sen HSG In recent years, Vietnam's economy grew with the arrival of many companies, big corporations in the country These companies represent Vietnam in Kuala Lumpur as with many global companies, with the scale of operations not only in the country but also expansion into more countries in the region One of the companies that have been successful on the market in Vietnam is that Religious group joint stock company Lotus (HSG), a question arises is the HSG has implemented strategies to achieve success in the past, let us go into this strategic analysis! The structure is divided into parts: - Part 1: introduction to the company HSG Part 2: analysis of corporate strategy HSG A - PART 1: ABOUT THE RELIGIOUS GROUP JOINT STOCK COMPANY LOTUS (HSG): 1/ Legal information - Address: No.9, Thong Nhat Boulevard , Song Than II Industrial Park , Di An Ward , Di An Town , Binh Duong Province Phone : 955 0650.3790 Fax - : 0650.3790 888 Type of business : corporation Certificate of business registration No 3700381324 first registered August - 8, 2001 , the most recent amendment to the June 21, 2012 Business: manufacturing and trading of corrugated steel ( cold rolled steel , color coated steel , galvanized , aluminum-zinc alloy coated steel ) construction materials ( black steel pipe , galvanized steel pipe , purlins ) ; humiliation tubes production and investment in the real estate business , - parallel port , port Registered charter capital : VND 1,007,907,900,000 Contributed charter capital as of the date of the appraisal report : - 1,007,907,900,000 VND Independent accounting unit Legal representative : Mr Le Phuoc Vu - Chairman of the Board Formation and development: 1/10 - In 2001, Hoa Sen Corporation was established with charter capital of 30 - billion VNĐ, with branches and retail distribution under In 2004, the Hoa Sen company moving headquarters to Song Than II - Binh Duong Industrial Zone and started developing strong coating line and extensive distribution system with the motto "Mua tận gốc bán tận ngọn" Hoa Sen growth up with dominate market and become the market leader in - the segment galvanized steel products in Vietnam In 2008, marking the turning point, showing the development of strategies to become galvanized top units in Southeast Asia over the event: o HSG shares were first listed on the HCM City Stock Exchange o HSG inaugurated the factory galvanized steel, steel pipe stage at the port of Phu My, Ba Ria - Vung Tau Laid the foundation for the system galvanized production line closed the largest in Southeast - Asia was established In 2011, after 10 years of establishment HSG has made certain achievements: o Distribution network - up 106 retail units Completed phase of the project Hoa Sen Phu My These plants produce large galvanized in Southeast Asia o Revenue of over trillion, continue to maintain a business enterprise about galvanized steel in Vietnam (accounting for 37% market - share) In 2012, under the impact of the global financial crisis and global economic downturn, many businesses have fallen into bankruptcy or to suspend operations However Hoa Sen Group continued consumption growth, both in revenue and profit Indicators of production and consumption of the Group's revenue base has been completed, demonstrating the sustainable development 2/10 Structure of Organization and management Mainly capital members and Executive Board Shareholder structure Shareholder Share Ownership Shareholders board 43,037,952 42.70% Domestic shareholder 24,727,215 24.53% Personal 22,246,436 22.07% Organization 2,480,779 2.46% 29,166,411 28.94% 290,464 0.29% Organization 28,875,947 28.65% Budget stocks 3,859,212 3.83% 100,790,790 100.00% Oversea shareholder Personal Total 3/10 Board and shareholding ratio No Members Lê Phước Vũ Trần Ngọc Chu Lê Phụng Hào Phạm Gia Tuấn Lý Duy Hoàng Organization structure: Full name Trần Ngọc Chu Hồng Đức Huy Trần Quốc Trí Vũ Văn Thanh Nguyễn Minh Khoa Hồ Thanh Hiếu Nguyễn Thị Ngọc Lan Position Chairman Vice Chairman Member Member Member No of share 42,867,152 86,400 5,200 79,200 Ratio 42.53% 0.09% 0.01% 0.08% 0.00% Position General director Vice general director Vice general director Vice general director Vice general director Vice general director Chief accountant The person have a great impact on business operations: - Mr Le Phuoc Vu - Chairman of the Group is the founder of the group, has over 18 years of experience in the field of steel sheet With the accumulated experience combined with flexible thinking leadership, he has taken the company from a small company specializing in religion rose to become the - Hoa Sen Group, the leading business groups today Mr Tran Ngoc Chu - Director General, who has been with the group in the early days of its establishment With 25 years of experience in the field of finance, accounting and tax business executives, now he was elected vice chairman and corporations contribute to the stable development of the Group 2/ Subsidiaries 2.1 - Hoa Sen Tole Ltd.Co.: Capital: 280 billion VND Hoa Sen Group owns 100% The company operating primarily in the field of manufacturing cold rolled steel Since fiscal year 2012-2013, implemented through specialized manufacturing operation of two cold rolling mill plant in Hoa Sen Phu My 4/10 2.2 Hoa Sen MTV construction material Ltd.Co: - Capital: 150 billion VNĐ Hoa Sen Group owns 100% The company headquarters and main plant in Phu My Industrial Zone, Ba Ria - Vung Tau, production and business activities of the major product lines as his black steel, galvanized steel pipes, plastic pipes and accessories high quality plastics with systems of modern machinery 2.3 - Hoa Sen MTV transport and mechanical Ltd.Co: Capital: 16.3 billion VND Group Lotus owns 100% Company operating in the field of providing services freight and passenger road, waterway and leasing of vehicles B-PART 2: STRATEGIC ANALYSIS GROUP JOINT STOCK COMPANY HOA SEN (HSG): 1/strategy – vision and mission: - Become a leading economic group in Vietnam and ASEAN region in the field of building materials by the sustainable development strategy, which focuses on traditional products: corrugated, steel, plastics, on the basis of building and developing the core competitive advantage chain: production process closed businessdistribution systems-retail to consumers, chain of strong brands, friendly and geared to the community, the system administrator and the specific corporate culture, pioneer investments in technological innovation to bring the highest value to shareholders, employees and society - Reviews: applied strategies diversify related areas 2/Analysis: - Since 2008, when the economy began a period of recession, the HSG has realized that, to sustainable development, the HSG is concentrated on traditional products and diversify products, and related areas Therefore, currently, HSG has two main product groups are groups of products manufactured from raw materials such as aluminum alloy coated steel zinc coated, galvanized steel Purlin, steel products and steel tube-like PVC, steel, 5/10 steel ceiling plate The products are manufactured on modern lines with superior The structure of revenues in 2011 according to each product as follows: Products The galvanized steel products Revenue (%) 63 - Galvalum 20 - Color galvalum 20 - Galvanized - Color Galvanized 11 - Color tole - Typical Tole Steel products 31 - Thick galvanized steel 16 - Steel pipe 13 - Purlins Plastic pipe products 3 Other products a Group of galvanized steel products - Aluminum-zinc alloy coated (galvalume) are produced on modern coating lines NOF, meets standards AS1397, AS 1365 of Australia Our products are made from steel with a minimum yield strength 300 MPa according to U.S standards ASTM A792 Alloy layer including 55% aluminum, 43.5% zinc and 1.5% silicon is formed during the hot dip aluminum-zinc alloy coated steel with corrosion resistance superior, efficient heat resistant, flexible in design and have times the life compared to conventional galvanized steel - PPGI is the product of Hoa Sen Group application of leading technology-based paint coated zinc alloy gives the product has superior continuously durability The innovative technology galvanized steel helped create new 6/10 standards for quality and corrosion resistant than galvanized steel products normally painted - Rafters galvanized product of Hoa Sen roll-formed from hot dipped galvanized steel with high intensity minimum flow limit from 2,950 kg / cm to 4,500 kg / cm with a weight of 180g Zinc zinc plating / m to 350g / m according to the Japanese standard JIS 3302 Also, Hoa Sen Group also provides various kinds of hot rolled black steel purlins high quality is imported from Russia, Thailand and China in order to meet the diverse needs of customers - Products steel tubes of Hoa Sen Group are manufactured with different sizes on the bending line with modern advanced technology of Japan, the main raw material, hot-rolled steel Hoasen Group is continuing to study the market situation and prepare for technology investment for the full product pipe types and sizes to meet the increasingly diverse needs of the market b Group of steel products - Cold rolled steel , galvanized wire steel with Technology reverse shaft , cold rolled products company tthep meet strict standards on products Steel products steel pipes and box of Hoa Sen Group abundant and diverse species - Steel pipes of Hoa Sen Group are manufactured with raw material is steel nuts and other raw materials , such as stabilizers , pigments , according to the published standards of Vietnam Hoa Sen steel pipe products have advantages such as chemical resistance , impact resistance and high pressure , light with only one fifth the weight of steel pipe size , easy to transport , good insulation and installation easy Currently, steel pipe products of Hoa Sen Group has been consumer and great customer care , and are used in the field of water supply in the construction , light industrial , wire conduit c Group of plastic and accessories - Plastic products of the Company as 630mm diameter PVC pipe, 30mm thick, the biggest pressure of 12.5 bar in the world today are produced on 7/10 modern lines in European technology standards BS 3505 : 1968/BS EN 1452-2:2009 (British standard), aS / NZS 1477:2006 (Australia standard) the company's products are widely used in areas such as water supply and drainage people and industry, nor the electricity works, telecommunications, cat pump - Comments: As noted above, the Company's products has the advantages of high applicability, diversified products, which are produced on equipment with modern and self-contained, continuous application technologies new Japan, USA, Australia and Europe To become a leading economic group in Vietnam and ASEAN region in the field of building materials, the HSG has made sustainable development strategy, which focuses on traditional products: corrugated, steel, plastic cherish this strategy, 2008, HSG has inaugurated the factory coated steel pipe, in stage at the port of Phu, BA RIA – Vung Tau The Foundation of the system of production line coated self contained Southeast Asian largest birth marked an important landmark, the development strategy of the Lotus in becoming top coated units in Southeast Asia The Group has successfully built a factory to produce large scale coated for Southeast Asia as of the present time in an area of 16.7 hectares including: 87,542 square meters workshop, 690 square meters of offices, 110 Kv transformer substations, water treatment systems and water recyclingcoated production systems, closed loop, applications in the most modern technology; are the lowest cost investment and construction in the fastest time but still ensure quality works September 2012, the Group began adding 01 galvanized line zinc/aluminum alloys technology NOF has a designed capacity of 120,000 tons per year Expected in March 2013, this line will go into operation 8/10 Currently, the strategy of diversifying the fields related to focus on traditional products: corrugated, steel, plastics, , the HSG has slowly gradually dominate the market, with relatively large market share are as follows: And improve business results full of encouragement and promises to become a leading economic group in Vietnam and ASEAN region in the field of building materials Billion VND Revenue 2010 2011 2012 4,912,610 8,179,488 10,110,988 251,902 168,476 411,556 The profit before Tax Reference: - Annual report of 2011 of the HSG - HSG's 2012 annual report - Financial report 2010, 2011, 2012 of the HSG 9/10 - www.hoasengroup.vn 10/10 ... manufacturing operation of two cold rolling mill plant in Hoa Sen Phu My 4/10 2.2 Hoa Sen MTV construction material Ltd.Co: - Capital: 150 billion VNĐ Hoa Sen Group owns 100% The company headquarters and... contribute to the stable development of the Group 2/ Subsidiaries 2.1 - Hoa Sen Tole Ltd.Co.: Capital: 280 billion VND Hoa Sen Group owns 100% The company operating primarily in the field of manufacturing...- In 2001, Hoa Sen Corporation was established with charter capital of 30 - billion VNĐ, with branches and retail distribution under In 2004, the Hoa Sen company moving headquarters