Chiến lược hoạt động sản xuất và tiêu thụ sản phẩm vodka của công ty CP cồn rượu hà nội e

CHIẾN LƯỢC HOẠT ĐỘNG SẢN XUẤT VÀ TIÊU THỤ SẢN PHẨM VODKA CỦA CÔNG TY CP CỒN RƯỢU HÀ NỘI PRODUCTION STRATEGY AND PRODUCT CONSUMPTION OF JSC VODKA HANOI LIQUOR (HALICO) 2011-2015 Recommended Outline: I – Introduction 1.1 About the company 1.2 Organizational Chart II - Production strategy and product consumption of JSC Vodka Hanoi Liquor (Halico) 2.1 Corporate strategy, market analysis and competitive analysis to prioritize 2.1.1 Company Strategy 2.1.2 Market Analysis 2.1.3 Analysis of core competitive advantage 2.2 Production strategy and product consumption of Vodka Hanoi 2.2.1 Strategic direction of product development to meet customer needs 2.2.2 Strategy of diversification of products for different needs 2.2.3 Contract manufacturing strategy 2.3 Strategics solutions for production and product consumption of Vodka Hanoi 2.3.1 Decisiont of process 2.3.2 Decision of quality 2.3.3 Decision on capacity 2.3.4 Decision report, inventory and supply chain III - Conclusion CONTENTS I – Introduction 1.1 About the Company JSC Hanoi Liquor formerly the HALICO by Fontaine's French Wine Company building in 1898 Over time more than 100 years of construction and development, production technology with alcohol, alcohol is a combination of traditional fermentation methods and the advances of modern science and technology Today, Halico has become an alcohol producing company in Vietnam Along with staff skilled workers combined with experienced staff of young, creative, dynamic side that is the use of scientific achievements of the latest technology, have created Halico quality products and stable reagent, industrial hygiene, food safety and preservation of environmental sustainability That is the key to the success of Halico today Branded products Halico famous as the new Rice, Glutinous new, Vodka, Three Size, which is admired and abroad and leave the impression of warm bittersweet flavor, soft smooth wet rice culture of Vietnam During Halico development activities and has received numerous awards from organizations of different domestic and international donations With the tradition and experience in the field of production of alcohol, wine Halico was, is and will be the leading company in the production of quality products for the domestic market and especially the world Vietnam product quality with the brand: "Halico - flavor Vietnamese " to the international market Currently, officials of the company employees over 1000 people, annual sales reached 1,000 billion 1.2.Organizationalchart II - Production strategy and product consumption of JSC Vodka Hanoi Liquor (Halico) 2.1 Corporate strategy, market analysis and analysis of core competitive advantage 2.1.1 Company Strategy Company's strategy is to satisfy all customer requirements anytime, anywhere The quality policy of the company is to satisfy the quality requirements, ensure requirements on food safety for consumers All company products are certificates of conformity and exclusive brands tested in accordance with strict manufacturing processes and systems to international quality standards With a distributed agent system covering all over the country and many countries around the world: Eastern Europe, Japan, Korea, Taiwan The company's products can meet all customer requirements at all times In the recent past and future investment Halico continuous technological innovation, technical equipment and the most advanced combination of the advances of modern science with traditional know-how technology to provide domestic and foreign customers products of high quality, impressive, bold flavor " Halico-flavor Vietnamese " 2.1.2 Market Analysis • Market segmentation + Markets in the country Halico system dealers and sold in the provinces in the country Company wide participation in the trade promotion activities, exhibitions and fairs in the country, and won many international awards + International markets After nearly 40 years of international market development, Halico products have been exported to many countries around the world, especially in traditional markets such as countries in Eastern Europe In recent years, the company's products were the Asian countries welcome and appreciated as Korea, Taiwan, Thailand, especially in demanding markets such as Japan This demonstrates the company's products have been capable of meeting the increasing demands of consumers In 2011, Deageo - corporation owns wine brands such as Johnnie Walker, Guinness, Smirnoff, Baileys famous in the world - became a major shareholder Halico, thus creating additional advantages for Halico first on market to domestic and international 2.1.3 Analyze the core competitive advantage The company owns production lines modernization vodka one of the most advanced in the world, with prestigious brands popularity of consumers, consumer products output up 70% market wine industry across the country Halico is the leading enterprise in our country liquor market The company has experience of technical staff and seasoned skills of hundreds of workers However, the company is standing in the market appears potentially rivals: enamel vodka, vodka zenka, imported wines, homemade wine is big disadvantage relative effort required in development work brand, maintaining existing markets and expand market share The resources and strengths: - Being a member of the SABECO, the company has strong relationships and bonding with most banks in Vietnam's banking system - Short-term capital management, inventory lot better with each passing year demonstrates the reasonableness of executive leadership of the company - Production Line modern and synchronization should be able to cut and save production costs; - Possession of strong brands: Vodka Hanoi, rice , has been very popular in Vietnam and in some countries in the region - Halico more than 100 years from now the brand is reliable and more Vietnamese preferred - The management team has many years production experience, to master the production technology, production management costs good, complete information - Market demand for beer, wine and drinks are great, high-speed growth - The control of food commodities by the government tightened to increase the demand to use the wine quality has been controlled Core competitiveness here is the general harmony of the company's resources to create a company has sufficient production capacity, to speed up consumption, dominate the market and improve profitability 2.2 Strategies and production and product consumption Alcohol Vodka Hanoi 2.2.1 The product development strategy oriented to meet customer needs Alcohol is characterized by products for personal consumption, it satisfies the demand for food, consumers enjoy A rather important feature is that alcohol is only towards serving the needs of a certain gender is male Wine market is currently in quite vibrant and full of potential Halico partially satisfied the different needs of consumers simply demand to stimulate the digestive needs of the most fastidious connoisseurs of food culture which is enjoying However, demand and consumer tastes different regions of each is different; south trend to use more than the northern, rural and mountainous plains also used more, alcohol is also used many of the cold season For the Vietnamese people alcohol has become a familiar product in everyday life Alcohol use by people in your diet, in the festivals, even New Year alcohol is used in the days of fun as well as unhappy Demand for wine increased volume leads to increased power consumption To meet the increasing needs of customers has expanded the investment Halico production line has a capacity of 50 million liters of wine / year, total investment of $ 50 million operation The new technology will help the company's products to further improve quality and difficult to counterfeit Halico company was focused on modern technology, advanced production lines and strict application of ISO 9001:2000 for the manufacture of products Halico always cleaning products, ensuring international standards International Not only that, Halico also continuously researched and brought to market new products, serving the needs of consumers with different income levels Recently, two products are Bluebird Vina Vodka and Vodka, the premium line of Halico has officially hit the market These are wines made from glutinous rice yellow flowers famous Vietnam's delicious Bluebird is export-oriented products What is Vodka Vina was a lot of domestic consumers to use as gifts for guests and international friends However, what makes the company's executives concern remains: Even though 40 of Government Decree on the management and wine business was in effect over a year, but poor quality wine tax evasion has been widespread selling Not to mention the alcohol with no names on the market, made from industrial alcohol has led to the poisoning to the user Even lead to the tragic death of many people From that concern, the company has actively launched products PET bottled wine 0.5 - 4lit ensure quality but low cost to serve people in rural areas, whether the result gained not high compared to investment costs In addition, to support farmers in the consumption of agricultural products, the company has invested over billion for installation of fractional distillation system, for brandy production Product line is made from tropical fruits like litchi, plum With the concentration of 38% V, the Halico Brandy was the Scientific Council of the Ministry of Industry and Trade rated as good quality, better than some of the products Brandy countries in the region Under the plan, to this company will continue to market products Halico Shochu is fermented from glutinous rice yellow flowers (concentration less than 20% V) and three size wine produced from fresh tubers of three size, the with a quarter of the medicine, is a very good nutritious products for middle aged and elderly people 2.2.2 Strategy for diversification of products for different needs Vodka product line Hanoi wine to serve for the needs of different consumer, now have Halico samples are different products: - PET bottles from 0.5 - 4lit: lower cost to serve people in rural areas - Glass bottle 750ml: consumers in need of much use - Bottle 600 ml glass round: consumers in need of much use - Square glass 650ml bottle: In addition to can even use donation forms of tasteful, polite - Glass bottle 330ml: consumers in need of using it more convenient to have the chill and convenient on the table Diversified types, product design, to provide a label for Halico meet the needs and tastes of consumers 2.3 The production decisions and consumption of alcohol Vodka Hanoi 2.3.1 The decision process * Production process: The process technology production of alcohol, alcohol is a continuous process of self-contained with equipment and machinery imported from Germany, France, Switzerland, India through many stages required the technical standards applied quite strict and stringent manufacturing processes and more recently ISO 9001:2000 ISO 22000:2005, HACCP The application of standard international management company has helped standardize, the professionalism in ensuring product quality and safety problems in food production *Flexible Resource Senior Personnel: Senior managers of the company is now representing the state capital at the same time as business leaders and company executives This team grew up from the production, most were older and very experienced; highly paid and enjoy the good policies of the enterprise Personnel middle: This is staff management functions such as department managers, the workshop manager This team is alternating between the old and experienced staff and a staff of young, dynamic and basic training On staff and workers: The company currently has the number of permanent employees about 1,000 people, distributed in two plants, the average income has 10 million / month, higher than with the average *Raw materials, product packaging design Halico made the purchase of materials depends on the timing of the production process and the seasonality of these materials Raw materials used to produce goods of many types of companies: cassava, maize, rice, strawberry, apricot, apple, cat, This material is derived from plants so the maintenance must follow strict rules and warehouses open, high, avoid moisture would otherwise not guarantee quality when put into production Features wine production materials are available in the country, very convenient for the supply input of the company, the problem is to choose the appropriate time to buy purchase cost is the lowest non-perishable in stock affect quality Besides these ingredients are also imported selected company partners to obtain the source of prestige goods price you can afford, ensuring quality Do be aware of the importance of design, product packaging, the company has made research designs and products with good packaging, easy to identify the product of Halico Improved models, improving product quality to meet the demands and tastes of customers and the market is always urgent needs of practices to improve the competitiveness of the company The company has samples blue label vodka and Red vodka label Blue label vodka *Pressure of customers The number of people who buy and use this product is huge while the supplier is less does not create so much pressure from this side Information that buyers get to the product group is increasing due to the development of information technology and communications make buyers more choices and purchase decisions Distinctiveness of trademarks Halico relatively large due to the psychological safety as well as on the luxury, Halico always been a priority of the user Sensitivity to the price of this product group is small, generally affect only among lowend products such as wine country back, *Capability financial Table 2.4.2 Balance Sheet Halico summary of the 2010 and 2011 Unit: 1.000VND Items I Total assets Assets short-term Assets long-term II The total capital Liabilities Capital owners Of which: Capital Stock 31/12/2011 1.137.035.461 541.864.774 595.170.687 1.137.035.461 434.593.909 702.441.552 200.000.000 31/12/2010 1.221.468.369 624.807.030 596.661.339 1.221.468.369 617.730.628 603.737.741 200.000.000 (Financial Report - Halico) We found Halico financial situation healthy, good capital structure, asset size growth, the targets of solvency are very good 2.3.2 Decision quality Halico are owned factories in the most modern in Southeast Asia with a total investment of over $ 50 million Factory installed line closed system with equipment and machinery imported from Germany, France, Switzerland, India Not only that, after years of CP, respectively Halico construction and application of management standards such as ISO 9000:2008 and recently the system ISO 22000:2005, HACCP The application of standard international management company has helped standardize, the professionalism in ensuring product quality and safety problems in food production 2.3.3 Decisions on capacity Plant capacity is 50 million liters Halico / year Hlico's production capacity is maintained at 40 million liters / year and is taking steps to maximize line capacity 2.3.4 Demand forecasting, inventory and supply chain * Demand Forecast Wines already an essential needs from plots of primitive societies, Alcohol is the beauty of cultural communication, is an important part of beauty cuisine, especially the beauty that's more typical in spiritual culture of mankind as well as in Vietnam Vietnam is a developing country, the annual growth rate of 8% and nearly 90 million population lives increasingly advanced knowledge and growing proportion of the population known to enjoy life a how more and more civilized, more and more popular in all segments of the population Demand for alcohol use are endless if they meet the needs and tastes of consumers in today's modern society *Produce no inventory (Zero Inventory) Currently, Hailico production inadequate to meet the needs of the market, to produce a product where the market is consumed there Besides being manufactured by Halico orders, contracts for export Halico no product inventory * Logistics and supply chain business Logistics inputs, the company has built a system supplier sufficient quantity (about 20 suppliers of raw materials, fuel), the raw materials for production are 10 suppliers of high caliber meet the specific evaluation criteria, priority of traditional customers Logistics output, the company has over 200 dealers and branches across the country with a team of dedicated vehicles to meet customer demand at all times (delivery companies are repositories of great disasters without reasonable freight transport) Technical staff of the company willing to meet the consumer support all aspects related to the preservation and use of company products In contrition, but the company recently opened an affiliate product consumption in Lao and in a smaller market share here On the other hand most companies attempt to perform the contract exported to 18 countries in Europe, America, Australia, Korea, Japan, Cambodia Overall assessment is also a strong point of the company III – Conclusion The trend in the current economic, competitive environment is becoming increasingly fierce Facing difficulties Halico conducted a series of measures to boost production and business activities On the one hand, the company continues to implement a strategy to diversify the models and types of products to meet the needs and tastes of consumers, which focuses primarily on the strength products On the other hand, strengthen supervision and strict implementation of rules and norms in production and application of new technologies to increase productivity, reduce costs and improve product quality Together with the management solution, encouraged to raise labor productivity of workers, implementation of energy saving measures, lowering cost, Halico have obtained considerable success on the domestic market and the world Due to the last time so not avoid these shortcomings, we hope to receive suggestions for additional posts to be more complete Thanks and best regards! 11 REFERENCES 12 ... growth - The control of food commodities by the government tightened to increase the demand to use the wine quality has been controlled Core competitiveness here is the general harmony of the company''s... guests and international friends However, what makes the company''s executives concern remains: Even though 40 of Government Decree on the management and wine business was in effect over a year,... homemade wine is big disadvantage relative effort required in development work brand, maintaining existing markets and expand market share The resources and strengths: - Being a member of the