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INTRODUCTION INTRODUCTION TO COMPANY X20 - Company Username: X20 Joint Stock Company - The current form of ownership: joint stock company - Headquarters: No 35 Phan Dinh Giot - Phuong Liet - Thanh Xuan – Hanoi - Actually contributed charter capital: 172.5 billion VND - Number of shares: 17,250,000 shares Business activities - Production and trade of garments, equipment and apparel, hosiery; - Production and trade of textiles, dyeing, business supplies and equipment raw materials and chemicals for textile, dyeing; - Import of product supplies and equipment for the production of more products to be produced; - Export of products produced by the Company A The process of formation and development - The resistance against the French victory, the North was liberated Party and Government policy to build a modern regular army To meet the demand for military uniforms on 18 May 02, 1957, "Workshop of carefully tailored", referred to as X20 the predecessor of the Company 20 launch - December 1962, the General Department of Logistics X20 tasked by the Defense Enterprise Regulation By April 1968, the General Department of Logistics 136/QD decision No ranking for light industrial X Enterprise 20 -May 12, 1992 02, X 20 is factory converted into company X 20 July 1996, the Company established X 20 Knitting Factory, established in late 1997 Weaving Factory By this time, 20 companies have 02 manufacturing industries are mainly textiles and garments - March 17, 1998, Minister of Defense issued the decision on the renaming of 319/1998/QD-QP X 20 Company 20 Company - You IV/2001, 20 companies received 198 enterprises, 199 of the Company 198/Bo General Staff and the Company's factory 28/Tong Dinh Department of Logistics You receive more III/2003 Enterprise 20B, 20C from Hong Lam Company / Military Region and garment factory Binh Minh from Vietnam Co., North / Military Region turn - Currently Corporation X20 is one of the textile enterprises with large-capacity military strength of the textile industry in particular and Vietnam in general With these achievements in the last 50 years, the company has times the honor of the Party and State granted the noble title "Labor Hero Unit" in 1989 and 2001 - July 1, 2005, the Defense Ministry decision 1360/QD-BQP number of shares of Company 20 of the General Department of Logistics - On 25.03.2008 at the Hanoi Securities Trading, the Company held 3,445,300 shares auctions, the average successful bid was 10,019 VND / share Functions and tasks JSC X20 is a large state enterprise-scale, production capacity leading textile garment and textile Army - Vietnam garment Products produced by the Company accounted for 50% of demand for clothing the country's armed forces with the brand has been firmly confirmed Moreover, the company has the key items brought its own strength in the economic market - such as clothing exports have compressor motor racing, Jackets of all kinds, the journalist, uniforms for organizations Organization chart The organizational structure of the Company are shown in the diagram below GENERAL MEETING OF SHAREHOLDERS Organization chart JSC X20 SUPERVISORY BOARD BOARD OF DIRECTORS THE GENERAL DIRECTOR OFFICE GARMENT ENTERPRISE GARMENT ENTERPRISE KNITTING ENTERPRIS OFFICE PLANNING OFFICE TECHNOLOGY GARMENT ENTERPRISE BÌNH MINH DEPUTY DIRECTOR OF BUSINESS DEPUTY DIRECTOR DEPUTY DIRECTOR ENGINEERING X20B ENTERPRISE TEXTILE ENTERPRISE OFFICE FINANCIALACCOUNTING X20 C ENTERPRIS E COMMERCIAL ENTERPRISE OFFICE MPORT EXPORT TEXTILE TRAINING CENTRE Nursery Schools Quản trị Maketing Products and services primarily - Textile: Fabrics carpentry of all kinds, all kinds of knitting fabric, socks, towels - Articles of apparel: - Serving Defence Force for winter, summer, picnic, shirts, clothing, militia, soldiers dress casually for troops - Civil: Clothing of all kinds including soft cap, khaki pants, red shirt mi, sweatshirts, dresses, girls vest, girls velvet coats, jackets, women jacket, shirt types, the suit male, shirt mangto, children suits, uniforms for organizations, sports uniforms, the journalists, clothing of all kinds, cavat, monitor individual tulle, towels, raincoats, socks, t-shirts - Exports: Clothing with compressor motor racing, Jackets of all kinds II EXTERNAL ENVIRONMENT ANALYSIS A Macro environment analysis 1.1 Advantages: X20 Corporation is a large enterprise-scale production capacity leading textile garments in the textile industry and the Army - Vietnam's garment and 53 years with a long tradition and experience have long been the standard used in English and foreign, consumer confidence, create very favorable conditions in the consumption and market expansion This is one of the competitive advantages of the company In the textile industry enterprises of the prestigious competition for increasingly powerful Customers based on brand recognition of the company will tend consumer products company Consumption growth, the company has expanded production capacity On that basis, revenue and profit also increased The company implements the objectives of their competition, material and technical basis of the company gradually equipped with modern and complete through investment and development projects are underway With systems of this facility as the company has the ability to provide more diverse products with better quality to meet the increasing demands of consumers The company's products have better quality compared to competitors at home and abroad At the same time modern equipment also help companies increase productivity, help reduce costs, lower production costs Company's product diversity in types, meet the different needs of the market, consistent with multiple objects with different income levels Company International Excutive Master of Business AdministrationProgram Quản trị Maketing products are registered standards: be gold Vietnam Quality Award, was named Top ten favorite medicinal consumer product quality is not inferior to the Company's competitors any competition This is the premise, a solid base for the race on the Company's_markets Selling price of the Company generally consistent with the majority of consumers The company constantly strives to reduce production costs to create an important basis for increased profitability, increased competitiveness in the market The Company, the management of product quality and emphasis often become routine The company applies a quality management system ISO9002 and is studying to apply quality management system of TQM The emphasis on quality management is also known factors that make for the company - that reputation is what creates competitive strength of the company In addition, modern machinery and the company contributes to the quality management in the company more easily, with a team of skilled staff to meet the demands of work 1.2 The existence of the company: - About the product: It has been developing strategies to ensure the product but not the variety of items, categories, product design is not rich, not create a special impression In other words, the Company does not create a product differentiation factor for consumers to distinguish business with competitors Currently the company mainly produces only serve national defense goods, Jackets of all kinds, garment processing for foreign partners These are shortcomings that need to overcome the company immediately to ensure diversity in terms of goods, product design, thereby improving the competitiveness of the company Information about the competitors of the Company following the regular channels so often been slow, so have difficulty in coping with the competitive strategies of competitors This can be a huge weakness in the Company's competitive market The analysis of market information mainly based on the data distribution system The problem of information mining sector is not interested should not have long-term orientation certainly have not used the mathematical tools for analysis Marketing activities of the company is not all clear The Company's export is done International Excutive Master of Business AdministrationProgram Quản trị Maketing primarily through intermediaries or outsourcing should just get back lost many companies Currently, the only company measures customer support but has no policies and specific measures to understand consumer needs and promote direct, direct access to foreign markets Regarding the management apparatus: a bit cumbersome compared to a manufacturing enterprise, resulting in increased management costs, affecting the dynamics, compact in structure management In addition the company also no separate marketing department so that other departments in the company to undertake parts of the Marketing leads to overlapping functions, affecting the speed of decision making on investment business developed * Cause: - Objective causes: + The company has not really caught up with the transformation mechanism of the economy Therefore, the work culture in the company without the appropriate corresponding changes This is the general condition of the state enterprises + Due to the seasonal production, batch status should have created unstable labor, therefore, not create a strong psychological message to employees - Subjective causes: + Cost of products the company has also led to high prices of the Company greater competition while profits will be lower, affecting the ability to compete on price The root cause of the problem that the Company shall be subject to the condition that the company also suffered huge cost of raw materials, interest payments lead to increased costs Construction work and modify the consumption of materials is not yet adhered to the actual conditions, especially conditions of machinery, the production organization of labor and other factors + Due to machinery of the company is still pretty much obsolete machinery should have a large effect to labor productivity But with new technology lines, due to the limited qualifications of workers and by the instability of the order, so it does not develop its full capacity of the machinery + The lack of dynamism in business management in part because many companies lack International Excutive Master of Business AdministrationProgram Quản trị Maketing the management staff of qualified, competent to meet the business requirements of modern competition + Due to company depending on the material supplier should lead to a lack of initiative in production to the lack of initiative in production Consumption problem: one of the shortcomings of the Company is not built to manage the market effectively The company has very little information about consumer demand for competitors The system collects feedback from customers almost no activity, so not grasp the needs of customer tastes Consequently, there are still products that are not appropriate to the needs of consumers With the international market: Company at a relationship so not capture the market, mainly to go through intermediaries Reputation and brand the company's product has not been accepted in export competitiveness Environmental analysis industry With the guidelines, policies and measures of state intervention into the market, depending on the specific conditions of each country and of the period in which state intervention vary Song of the main measures and common use are: tax incentives, price stabilization funds, subsidies, interest rates and the factors generated by the business environment such as providing infrastructure including infrastructure, political, economic, social, technological All direct impact to the supply-demand relationship and the business environment of the company - Political factor: In a decision dated 14.03.2008 on the approval 36/QD-TTg Strategy Textile industry in Vietnam until 2015 and orientation until 2020, Vietnam aims to develop Textile industry to become one of the key industries, key export meet the increasing domestic consumer demand to create more jobs for social improve competitiveness, economic integration firm regional economy and the world Therefore, the Vietnam Textile and Garment industry in the future will be prioritized for development Textiles is a sector which is sensitive in the trade relations of the country Vietnam's garment with low cost advantage just as competitive factors than exports from other countries, but also is limited by an importing country vulnerable to investigate and apply anti- dumping In 2007, Vietnam's garments were U.S made-dumping International Excutive Master of Business AdministrationProgram Quản trị Maketing investigation into this market Although the U.S has concluded that Vietnam does not make dumping into the U.S., but Vietnam's garment is being monitored when exporting to America This will be a hard one for promoting export of Vietnam's garments in the future - Economic factors: Most of the value of Vietnam's garment industry is coming from export activities to the fluctuations in exchange rates, inflation and the stability or degradation of the U.S economy will have major impact exports of the sector Currently, the U.S market is large exporter of garments from Vietnam The decline of the economy will be the world's largest importer makes the U.S look to the source of imported goods cheaper This could make Vietnam's exports difficult On the other hand, the decline of the U.S economy caused the U.S dollar depreciated against the currencies of other countries The depreciation of the dollar makes exports - the main revenue sources of the apparel business declined Meanwhile, the inputs of the garment industry is now largely imported and influenced by fluctuations in world oil prices The prices of inputs will cause the cost of business increases This also affects the profitability of the business including X20 Corporation Inflation also affects the performance of the apparel business Inflation makes the price of goods for domestic consumption increased To ensure the lives of workers and enterprises including Vietnam Garment Corporation X20 will also have to make higher wages to retain employees This action will contribute to the costs of doing business and essential for production costs of enterprises increased However, as production costs increased business competition may have difficulty re-export activities The reason is that the competition among garment exporters is fierce If the price of Vietnam's garments increased import competition partners will immediately redirect to other countries with lower prices, leading to export garments may fall - Social factors: growing economy, life and the higher income people more emphasis on its consumer products, including clothing In addition, trends and aesthetic tastes of consumers for apparel products also change continuously If the garment enterprises, joint stock company focused on X20 is not proper for the design work will quickly be left behind in this fierce competition Chinese garments with price and styles varied, constantly changing and quite suitable to the tastes of Vietnam currently dominate the domestic apparel market However, Vietnam is still interested in the "food must wear resistance", so the product quality of domestic enterprises still widely used in Vietnam to International Excutive Master of Business AdministrationProgram Quản trị Maketing find that X20 Corporation This is an advantage to companies and businesses in the country wants to restore the domestic market of China is now being attacked and dominated In addition, environmental factors are also countries, especially EU, notice requirements and strict controls on the import of garments The environmental requirements for garments is often used is the EU's ecological production methods of environmental protection, labor conditions etc If you not meet these requirements, the export of garments to the EU will be very difficult or may be fined Reflected in consumer policy, foreign relations, situation in the country, population growth, educational level, lifestyle factors the expression of consumer demand, are the real factors force for the Company Other factors remaining the only company to find out engineering surveys may be given a reasonable policy, in appropriate channels circulated increase salability With the expansion policy of diplomatic relations between our country today - Factor technology: Today, the speed of rushing development of science and technology, more and more new technologies for the production of goods with the technical features of new and modern, high yield And with the tough competition in the market, with the increasing demands on the quality of consumer goods, the technological innovation is a necessity Outdated technology is one of the major limitations Vietnam's garment industry today Operation of the computer industry is now largely done outsourcing to foreign countries or only produce simple products, but these products require high technology brings great value to not meet Therefore, if properly invested in technology, the garment industry of Vietnam may develop their potential and quality of labor Each technology has environmental requirements on quality and goods, design, form and type of product that comes price; nature of environment-related technology and materials for producing products, investment and technology which prices are set Investment in high-tech machines help create products with higher quality, with high capacity, high speed, save a lot of input costs, which lower production costs, increase competitiveness competition in the market Therefore, to sustain its market share and expand market scale investment to develop the technology appears to be a matter of course The reason is that export textiles though large but the actual profit earned from the International Excutive Master of Business AdministrationProgram Quản trị Maketing business of garments is not high If the Company is capable X20 implementation, the FOB export profits will be higher, even if done only company processing orders, the profits will be lower prices in order the usually lower than the price of the product when consumers eventually Therefore, to attract the attention of investors as well as to increase profits, III ANALYSIS OF THE ENVIRONMENT - The work plan: The company continues to promote the role of the Plan - production organization, the construction, distribution and operating targets all your activities, organizing routine monitoring the implementation of plans in the company to adjust in time when the impact to production to match the actual units - The organization and management: Within the first year after equitisation, the company rearranged stable model towards a new organization, the decentralization of management to reduce the concentration and distribution of powers more widely for the unit members, carried rearranged parts of the business, consolidate staffing model for the organization During operation, the company leaders continue to adjust the model fit to the h ¬-run development, business type and scale of production as well as ¬ executive level management of the supply, the industry in the unit, ¬ reachable meet development requirements and initiative in production and business units, continuous improvement model of management and professional high - Process Quality Management: Application Management System ISO 9001: 2000 ISO 9001: 14,000; SA 8000 in the company, the thorough sweeping thematic resolutions of the Party Committee of the company to improve productivity labor and product quality, maintain effective quality management system ISO, quality assurance of bonded goods meet the requirements of customers - the raw material solution: The company strictly implement the regulations on procurement of raw materials for production of defense Planning of materials for each month, quarter and year to close the production situation and find the vendor stability, prestige, mainly suppliers in the country There are reserves of raw materials to ensure both a reasonable supply of raw materials just in time to avoid the production of capital accumulation in the inventory stage - The Personnel: To meet the requirements of company management X20, requires International Excutive Master of Business AdministrationProgram Quản trị Maketing general managers and financial managers in particular must be capable and qualified Because the capacity and qualifications of managers influence important decisions to the development, the success of the company So companies need to plan staff training, developing policies to recruit and attract talent, considering this is the first and decisive to the development of the Corporation X20 III ORIENTATION AND INVESTMENT STRATEGIES OF THE COMPANY A Industry product market Due to defense sources tend to decrease and will increasingly moving to open bidding by all measures should be implemented to save costs, reduce production costs to focus on the highest bid wins Ensure stringent quality requirements and schedule for submission of defense products Also attention should be paid to the following solution: - Brand and Company branded products have been confirmed firmly on the domestic market Regarding exports, the company focuses on FOB orders are highly effective, continue to maintain the traditional customers, and finding and signing new customers, focusing on the types of products which the strong as companies are racing motorcycle clothing, suits, jackets, clothing, shirts a focus on U.S and EU markets with shifting from outsourcing to the FOB - The objectives of this phase is to strengthen stability in all aspects, adapting quickly to new management mechanism, strong growth momentum from 2010 onwards By 2013, the Company accelerated into a multi-industry company (textiles, apparel, business and real estate leasing, investment finance ) with expected annual growth rate reaching from 8-12% ) - Implement the aim of improving product quality and labor productivity, research fashion model Focused on strengthening special textile fabrics, restore and expand market share in the south Two Human Resource Development - The current organization and staffing, streamlining, and lightweight, reducing indirect - Guide and periodic inspection of wage payment for the unit members, review the system to adjust the economic level - technical, tight management of expenses securities, maintain good unit wage assignment early to the economic production - exports - Implement training to garment workers, training focus Company support of teachers International Excutive Master of Business AdministrationProgram Quản trị Maketing and funding for the unit performed well the training improve skills in place for workers, in collaboration with the University to improve training for technical force, as the core for improving product quality and labor productivity, and meet the demand for human resources with high quality in the coming years Investment in science - technology - technologies - Implementation and early completion of project: building a new factory in Gia Lam area, building textile factory in Hoa Xa industrial zone - Nam Dinh, investment purchases Jiger high pressure dyeing machine, build a common Residential Make an overall plan to upgrade equipment and machinery to reach the advanced level From 2009 to first half of 2011, the Company will complete the additional equipment and dyeing for knitting factories, additional specialized equipment for garment sewing machine instead of a needle that fully depreciated By the end of 2011, the Company will complete the upgrading of computer equipment from 30-40% of all kinds - Strengthening the management of technology and quality in the unit, mounted application equipment thoroughly, promote technical innovations in the company, applied research to improve technology is highly effective, particularly initiatives in technology change, improve productivity, product quality and reduce production costs - Implement effective medium overhaul plan and equipment continue to implement innovative devices may be invested sector from 1998 and earlier, additional laboratory equipment quality control fabric - Doing research on the practical situation, development of investment finance to a number of other areas such as stock market participants, trading raw materials for the garment industry, chemicals, dyes for textile and buy shares in a stock companies to improve efficiency of the company capital, strengthen the management measures for the development and effective use of state capital in the company Focusing on expanding the market looking to boost sales revenue, diversify business In 2010, revenue from defense products accounted for mainly However, in the near future, the Department of Defense turned to producing tender, the revenue will also be competitive Besides, the general downturn of the economy has led to demands for all commodities declined To overcome this situation, the Company should pay more attention to investing in research work to expand markets, increase spending on advertising and marketing Besides, in the consumer products company to offer flexible International Excutive Master of Business AdministrationProgram Quản trị Maketing handling measures to attract and entice customers like to actively participate in fairs, exhibitions, sales have included gifts, product transport to take place for consumers Diversification of business lines, improving the quality of export goods, improve sales and marketing stage products aimed ultimately increase sales and profit after tax of the company To this, companies need to take measures such as: + Ask providers strict implementation of the signed contract for the quality, types, designs and specifications This is a very necessary to ensure the quality of export goods + To enhance the preservation of goods in storage to avoid loss of quality goods during storage Companies need to invest in warehousing facilities for specialized storage necessary to ensure the best quality hoa.To inventory for easy access, easy to find, easy to quan.Tranh status regularly to investigate cause costly inventory + The study looked at the market demand for goods and designs to suit customer requirements + On the stage of sales and improved consumer products: sales company in the form of barter, to reduce prices to stimulate consumption, as well from stage to stage signed delivery and after-sales stage Strengthening activities advertised in mass media such as newspapers Manila, People, Labour, the journal Textile - Garment Industry magazine the Voice of Vietnam, the channel VOV and television stations across central and local To effectively operate this company should study the time of advertising, advertising content and advertising media, the company can continuously from advertising on some central newspapers have large readership and advertising periodically over a number of magazines, newspapers, television When advertising, the company can advertise on a local radio report that the Company is conducting penetration and development, because there's been true for access saving the cost of advertising At the same time, the company can organize advertising with the company through the product catalog, brochures on special occasions - Implementation of promotion and actively participate in fairs, exhibitions, forums Products business of the Company may offer awards or make the conditions attractive to consumers as lower number of purchase price, increasing the free services like packing to participate in activities sponsored cultural events, sports center and localities Having created such a strong reputation of the Company's products International Excutive Master of Business AdministrationProgram Quản trị Maketing - In addition, the sales team, marketing market, the company should have a clear incentive for them to penalties more active in its work There is such a new company can develop the market International Excutive Master of Business AdministrationProgram ... GARMENT ENTERPRISE KNITTING ENTERPRIS OFFICE PLANNING OFFICE TECHNOLOGY GARMENT ENTERPRISE BÌNH MINH DEPUTY DIRECTOR OF BUSINESS DEPUTY DIRECTOR DEPUTY DIRECTOR ENGINEERING X20B ENTERPRISE TEXTILE ENTERPRISE... mainly However, in the near future, the Department of Defense turned to producing tender, the revenue will also be competitive Besides, the general downturn of the economy has led to demands for... the other hand, the decline of the U.S economy caused the U.S dollar depreciated against the currencies of other countries The depreciation of the dollar makes exports - the main revenue sources