Giải pháp thâm nhập thị trường châu âu (pháp, đức, anh, thụy sỹ, tây ban nha, bỉ, hà lan) của công ty xe đạp thống nhất e

GIẢI PHÁP THÂM NHẬP THỊ TRƯỜNG CHÂU ÂU (PHÁP, ĐỨC, ANH, THỤY SỸ, TÂY BAN NHA, BỈ, HÀ LAN) CỦA CÔNG TY XE ĐẠP THỐNG NHẤT Topic: Solutions to penetrate the European market (France, Germany, England, Switzerland, Spain, Belgium and Netherlands) of Thong Nhat bicycle company Table of contents: INTRODUCTION 1 REASONS FOR CHOOSING EUROPE FOR EXPORT: 2 VIETNAMESE BICYCLE EXPORT SITUATION IN EUROPE OVER TIME: EXPORT PLANS OF THONG NHAT BICYCLE: REFERENCES: 10 Introduction Bike is just a simple transport means, but more convenient than many other means, because it helps to reduce CO emissions and reduce traffic congestion Transport with pockets of poverty is contributing to improving health, reducing excess weight without drugs The calculations showed that cycling saves in traffic and parking area Six bicycles on the streets only equivalent space for a car to roll In the parking lot, parking area for 20 bikes is equal to a car parking one Bicycle shows the magic in effective design when only £22 investment for steel and rubber provides three benefits: Flexibility in transportation; Helping to balance your calorie intake and out of the body; reducing cardiovascular disease, prevention of osteoporosis, arthritis and boost the body's immune system In the period from 1990 to 2002, the global bicycle production reached an average of 94 million units per year, before rising to 130 million units in 2007, ahead of automobile production at 70 million units in the same year Capturing this significant demand, Thong Nhat bike company plans to enter the European market by exporting bicycles to serve the people of France, Germany, England, Switzerland, Spain, Belgium, the Netherlands (hereinafter referred to as Europe) Reasons for choosing Europe for export: 1.1 Large demand for bicycles in European countries: Travel by bicycle is a growing trend in urban areas in Europe Europe is fresh and beautiful a part because people in countries such as Sweden, France, Germany like cycling They have the “bike city" absolutely without air pollution or noise pollution, such as Cambridge, Bristol, Oxford (UK), Copenhagen (Denmark), Amsterdam (Netherlands) Currently, more than 100 cities have opened bicycle rental service to encourage people to move by this environmentally friendly means The movement originated in France - the country of the revolution Velib bike rental system is changing everyday movement habits of the people of Paris Velib system now has 1451 points with a total rental bike to 20,600 units in all of Paris Surprisingly cheap rental: hire date and monthly ticket respectively 1.4 and 40 Meanwhile, once on the Metro (subway) in Paris will cost you 1.7 Euros, or bus ticket (Tramway) in the Netherlands was 2.5 Euros for 30 minutes to move Therefore, owning a bike will save you a lot more expensive In Germany, bicycle rental system StadtRAD been DB Rent GmbH (a subsidiary of the German national railways) operating But the profits of DB Rent GmbH is kept secret, but at least the city $1.5 million / year to develop the program In addition, companies also benefit from the advertising money at the rental car In some markets, bike sales are rising as the government launched a series of measures to encourage bicycle use Italy's government has started a program that encourages the purchase of bicycles or electric bikes in order to improve the quality of the urban environment and reduce the amount of cars on the road Direct assistance program will pay 30% of the cost of buying a car In the Netherlands, we have built friendly transport system means the bike Currently 27% of all travel activities of the people of this country is by bike, compared to the corresponding 18% in Denmark and 10% in Germany 1.2 The selected countries have high transparency, low corruption: According to Transparency International, the European country has a very high transparency, good investment environment Rated corruption in 2011 by the organization announced that the European countries have a high index: Switzerland 9.5/10; France 7/10; Germany 8/10; Britain 7.8/10; Spanish 6.2/10; Belgium 7,5/10; Netherlands 8,9/10 Rated corruption in 2011 by Transparency International Source: http://transparency.org/cpi2011/results/ Vietnamese bicycle export situation in Europe over time: 2.1 Strengths: From a non-bike-export country, each year millions of bike "made in Vietnam" has hit the European market In 2003, exports of goods bicycles and bicycle parts of Vietnam to the EU reached 150 million, up 21% compared to 2002 and reached $180 million in 2004 In 1999, the market share of Vietnamese bicycle goods in the EU was 1.6% in 2001 to 3.7%, in 2002 was 5% and 8.2% in 2003 (Source: Ministry of Trade and Industry) 2.2 Challenges: This phenomenon has shocked the European bicycle manufacturers and is the initial cause of Vietnam Bike case of dumping The case began on 29/4/2004 by the Association of European bicycle manufacturer (EBMA) send request anti-dumping investigations for items bicycles Vietnam to the European Commission (EC) Reasons led to the dumping Vietnam bike are not because of low prices in the EU market, but because of large number of bikes sold in this market In the four years (2000-2004), six Taiwanese bicycle businesses in Vietnam every year exports to EU - million bicycles From a non-bike- export country, this bike exports surge caused the European bicycle manufacturers to stun So the case will be a barrier to prevent the amount of massive bicycles into the European market The anti-dumping tax of 34.5% applied in 2005 for Vietnam's exports to the EU bike until the day 07.15.2010, the European Commission officially announced abolition of anti-dumping for Vietnam's bicycle exports to the European Union (EU) Ministry of Industry and Trade said that in the five years imposed anti-dumping, Vietnamese enterprises bike falls into the state drain into the path of bankruptcy Vietnamese bicycle exports to the EU have declined severely Prior to 2005, when not subject to tax, bicycle exports accounting for 80% of production, while domestic consumption is only 20% From 2005 to 2009, exports of bicycles Vietnam to fall to the share of respectively 60%, 45%, 30%, 20% and 15% Especially in 2005, from over a million bicycles exported to about 21,400 units in 2009 The value of exports from Vietnam to the EU also continued to fall, typical of 2007, exports of bicycles to the market fell to 95.3 percent from the previous year (Source: Vietnam Association of motorbikes bicycles) The EC imposed at 15.8 - 34.5% in the past five years (from 14.07.2005) virtually eliminates the bicycle industry in Vietnam, many businesses go bankrupt or changeproduction, a few tried to maintain moderation Production capacity of the industry is less than 200,000 units / year, equal to 10% of capacity in 2005 Meanwhile, the European bicycle industry still maintained its stability and has grown in recent years, increased profits brought optimism as well as expanding the market trend 2.3 New opportunities: As reported by the Association of the European two-wheeler retail sales in Germany in 2009 profits up to 10% The difficulty of the European bicycle industry in general, there exists only from weak competitiveness of the industry in a number of European countries, the restrictions by some countries to dominate competition in the industry and trends internal main export to the European community According to the statistics of the Association representing the European bicycle industry (COLIBI) and the Association of manufacturers of components, two wheeler parts in Europe (COLIPED), in 2008, only six African countries Europe including the plaintiff as Italy, Germany, Netherlands, France accounted for 70% of the production bike of the European Community; five European countries including the four plaintiffs represent more than 2/3 of the sales of the entire EU In addition, the average selling price of the product bicycle also large differences between European countries In 2008, the price of the average Dutch bike is 688 EUR / unit, while in the UK is only 190 EUR This difference shows the difference in production costs of European countries led to the trend boost mutual exported to the internal market of the European countries and cause damage to the internal production market Once no longer subject to anti-dumping tax, Vietnamese bicycle will have a competitive advantage in price than other competitors in Thailand and Indonesia Currently, Vietnam has been able to produce three-quarters of components, the necessary parts of the bike, plus the cost of labor is still cheaper than many other countries, so production costs in Vietnam pretty good In addition, a favorable factor for Vietnamese enterprises bicycles China continues to be subject to anti-dumping duties in Europe This is the most ominous competitors and they have not been EC abolished taxes is a great opportunity for Vietnamese bicycle industry export recovery On the business side, we believe that equipment production lines of the company are still almost intact, should be able to work again at any time But that does not mean that businesses can immediately bring production capacity back to the period before 2005 The biggest difficulty is recruiting and training workers Due to loss of most of export orders, in the last five years the company has laid off thousands of skilled workers Now back to training again, this will take a lot of time and cost, not to mention the recruitment of people in the current conditions is not easy Currently, the bicycle industry's workforce is only about 5,000 employees To recover the amount of more than 200,000 as before, it will probably take many years Export plans of Thong Nhat bicycle: 3.1 Thong Nhat bicyle – A brand has been confirmed On the domestic market are now selling many kinds of bicycles and electric bicycles manufacturing and assembly domestic and imported brands as Unified bicycle, electric bicycle Martin 107, E-GO, Viha, Yamazuki especially with many kinds of electric bikes from China and Taiwan manufacturer with design, eye-catching colors, rich choice for the consumer to choose However, according to our understanding, the majority of consumers still prefer to buy branded bicycles Vietnam Because these cars are not inferior quality compared to imported cars, a warranty and reasonable price For example, the car Greenbike $ 3.7 million / unit, car Unification of 4.65 million vehicles Delta is 3.85 million To get a foothold in the local market today is due to the efforts of the production technology and innovation capacity of the device Our Unification Bicycle Company With strategic direction "only Class A product marketed to ensure credibility." Comply with this commitment, the company has developed and applied strict quality management system according to ISO 9001:2001, quality management system ISO 14000 environment management system international iWay, QWAY (IKEA) By doing that, in 2009, the industrial production value of Unified bikes up 22% compared to 2008, reaching 212 billion, equivalent to per employee nearly million value of products/day; revenue of 235 billion, up 35%; export more than $ million, an increase of 30% over the previous year In the early months of 2010, industrial production value was estimated to be 40%, revenue was estimated to increase by 40% over the same period Currently, the most likely of the fabrication and assembly of more than 100 sizes, types of bikes, from common to complex structure, international quality standards, continue to be consumed in the domestic market, claims life of 50 years of Unified bike, put the company on the top position in the field of manufacturing and trading of bicycles in Vietnam and became the "national brand" in 2010 Unified Brands, Viha was known in every continent, from the most developed industrial countries such as the United States, Britain, Germany, Netherlands, Spain, Malaysia, Singapore Unified honor is Business reputed exporters during the year from 2005 to 2009, the average export value of about $5 million/ year Up to now, Thong Nhat bicycle has built strong market structure, with about 40% for export (mainly the U.S., EU), 40% of the products provided for urban areas and 20% for ruralareas Every day, the company sold from 500800 units, usually dedicated to To better prepare for the competition, Unified has invested $ million to purchase technological equipment from Europe, Japan, Taiwan and the system of plastic injection molding machines, electrostatic powder coating lines, welding robot In 2009, the company has put into operation a complete production line from the frame and components to be assembled into products The most likely fabricated, assembled more than 100 rims (wheels) In urban areas such as Hanoi, Ho Chi Minh City, Hai Phong, Thong Nhat dominate the high-end product line (1.5-3 million / unit) with terrain vehicles, aimed at school sports students Meanwhile, the product line for rural areas (550,000 - 850,000 VND / unit) characterized by both moving and freight transport should frames, muscular but not raw but very stylish design As for the export market, the company produce the Philippians many vehicles, large diameter wheels from 660-700 mm, suitable for those with tall stature, exercise like cycling, climbing 3.2 Solutions to expand its market to Europe: - As indicated above, the seven countries in our product marketing plan has its own unique culture, but they have in common is the class value and people consider bicycles as a transport vehicle results Therefore, the products bring to our European are our most advanced products to meet the maximum requirements of their design, style (traditional car, sports car, car and fashion child car) We will make use of supermarkets in town to advertise and sell their products Unified Brands has been confirmed in the domestic market, strict quality management system will satisfy the tastes of people here At the same time we will also promote the brand through product donations Unified bicycle rental companies prevailing in these countries - Taking advantage of the recently abolished anti-dumping duty on bicycles Vietnam, we recognize that this is a great opportunity to enter the European market but will be very cautious in making price Will equal the price compared to competing products, but we will step up promotion forms: strong discount to distributors, lucky draw program, - Do seven countries we plan marketing products to lie relatively close to each other geographically not very big problem The company has applied strict quality management system according to ISO 9001:2001, quality management system ISO 14000 environment management system international iWay, QWAY (IKEA) should not have anything to worry about the error to product warranty or repair - It can be said, this is the national economy is quite developed in Europe, the price of our products at par with competing products is very suitable Based on the success of the Vietnamese bicycles in Europe before the imposition of anti-dumping, based on an understanding of cultural and legal environment in Europe and based on its own capacity, brand Thong Nhat Bicycle, we believe in the success of the company when making your bicycle products in Europe References: International Business Management Lectures - Professor Larry R Williams Cross-cultural Management - Charlene M Solomon & Michael S Schell - Dr Nguyen Tho Nhan, translator Thong Nhat bicycle company: www.thongnhat.com.vn http://giaoduc.net.vn/Du-hoc/Tai-sao-nguoi-chau-Au-sinh-xedap/180337.gd Transparency International (Transparency International): http://transparency.org Vietnam Association of automobile and motorbikes 10 ... Trade said that in the five years imposed anti-dumping, Vietnamese enterprises bike falls into the state drain into the path of bankruptcy Vietnamese bicycle exports to the EU have declined severely... difference shows the difference in production costs of European countries led to the trend boost mutual exported to the internal market of the European countries and cause damage to the internal... Spain, Belgium, the Netherlands (hereinafter referred to as Europe) Reasons for choosing Europe for export: 1.1 Large demand for bicycles in European countries: Travel by bicycle is a growing trend