Phân tích chiến lược hoạt động sản xuất kinh doanh của công ty bia việt hà e

Phân tích chiến lược hoạt động sản xuất kinh doanh công ty bia Việt Hà CONTENT General Introduction Viet Ha Beer Company is an enterprise with 100% state-owned operation in the field of manufacturing and trading food and consuming items Coming from Hanoi sauce factory established in 1966, the company went through many difficult periods, from a negative billion enterprise which had no ability to repay, there were almost not any plants and equipment, or hundreds of low-skilled labor Currently, the company has grown with a total fixed capital of 130 billion and the main products are Viet-Ha beer, mineral water OPAL The company is one of the strong brands known by several consumers In addition, the company also participates in managing many different types of enterprises such as State Enterprises (Viet Ha Company, company selling food microbiology, Hanoi cosmetic enterprises, micro-enterprise products); the joint venture (Southeast Asia brewery joint venture, a joint venture IBD – International beverage distribution company); joint-stock companies (Viet Ha JSC, Hanoi confectionary joint-stock company) Currently, the company has established a firm position on the market as a unit to business effectively, the industry leader in the capital and entrepreneurs from the top level in the budget to contribute to the Hanoi Company’s strategy On the market today Viet-Ha beer brands have become quite familiar to consumers in the North and would be easily recognizable by the yellow beer This is a great advantage for the company in creating the impression in the eyes of consumers In business, in addition to the factors of price and quality, there are many other factors that decide the success or failure of a company, one of the factors which we must mention is the competition on the brand A company with strong brand can easily sell its products, easy to create trust with customers The same with Viet-Ha Beer Company, always upholding the policy of quality is fundamental to its large success To maintain and affirm Viet-Ha beer brand in the market, the company has a goal of improving the quality of the brewing process This is an important strategy, a priority to enhance quality and improve the capacity of the production line of Viet-Ha beer It is also to meet the increase in customer volume in both the quality and quantity, and further to promote the brand, create a separate identity of Viet-Ha beer General plan a) Improving the quality of the workforce, especially the officials in charge of production processes, technical staff and quality staff Currently labor resources of the company are mainly unskilled workers and apprentices (70%); those with university degrees and college are only about 29.5%, which mainly are indirect labors Such team work, it is very hard to meet the job requirements To enhance the qualifications of employees, company needs to organize training and retraining of technical staff; managers and technical workers to their ability to acquire evaluate and predict the development trend of related technologies, capable of operating the device technologies Moreover, they must be able to choose the technology necessary, in accordance with requirements and actual conditions On the other hand, during regular business there is a shift of labor from the department to other departments, but labour force in this division is not suitable for the other division Meanwhile, retraining labour is very difficult Due to the way of old masonry work, the company's workers not have the industrial working style The company must inspect the skilled workers on a monthly, quarterly and annually, on the basis of the classification of skilled workers to coordinate production b) Investment in equipment for technological innovation and business expansion In the first year of operation, the technical equipment of the company was very outdated, so production was always lower than the design capacity and quality of products made was not high This would not fit in the economy with more competitive market and especially for products with quality requirements, such as beer Thus technological innovation is inevitable problem; it determines the existence and development of companies and technologies and affects the competitiveness, quality and price of products Therefore investment in upgrading equipment and technology innovation contribute to improving business performance of company In the past years, companies have gradually upgraded facilities, technology and innovation has earned certain achievements Currently, the company is considering the decision to invest in technological innovation, but how it will be determined through the strategy and business-orientation of the company c) Ensure the equipment for production activities in accordance with a capacity designed to avoid waste In fact, beer production line has not been raised at full capacity Design capacity is 12 million liters, in which the last was raised to 10.73 million liters Annual depreciation value is 650 million The production is lower than the capacity to make the product cost increase The capacity of the line will yield the following results:  Increase production, increase beer consumption, the company increases market share, expand markets, sales and customer  To create the adherence between the points of consumption which is householdclient-companies; it is important to receive the feedback from the sales field and customer  Take advantage of the optimal labor resources available  To reduce inventory costs of raw materials, contributing to increased working capital cycle  Depreciation in the price down, improve business efficiency So the company is trying to develop its capacity of production line But the question is how to consume the additional production But the current rate of increase in market demand for beer products is on the rise; on the other hand with the measures set out in part to promote consumption of products; so the company is raised with full capacity of the production line and the products are still sold out e) Complete plant system for preservation of raw materials and finished products of the company It is important to improve the quality of production, supply factors also are plans for ensuring compliance with plans The company focuses in the arrangement of buildings systems that facilitate the production to avoid occurrence of disruptions in production g) Expand the network of distribution channels, sales promotion activities to motivate production The company should focus on further developing distribution system to stimulate the production Currently the Viet-Ha Beer Company’s agent has scale limited compared to competitors, this does not merely lie in the quality of products but also relate to other problems such as images, the company's brand The company can provide capital support for their agents to turn the agency into the sale of beer and large-scale not only in the area of Hanoi, but also the neighboring provinces, in the fragmented business situation or the poor facilities of the agent In addition, the delivery and transportation of beer are inadequate, at present, almost all agents to enter beer will address 57 Errors Quỳnh to import goods, and transportation is mainly motorbike This reduces the product quality during transport and does not create a good impression in the eyes of consumers Planning materials Currently the materials of the company are Matl, rice and water in which malt is the primary source (70% of raw materials for production of beer) so the company intends to conduct import or acquisition of other businesses Currently, the company has signed contracts with many reputable supply sources of Britain, Denmark, France and Australia The process of signing the contract is very carefully constructed, in which the seller must guarantee the quality requirements that the company launched In addition, the company maintains long-term relationships with suppliers from order to avoid causing the fluctuations from the supplier that will affect the operation of the company; especially the key material which can not be produced domestically For rice materials: the material can find in the country, rice here is chosen to have good quality, a very small proportion of shells and must be investigated with parameters such as moisture content of grain rice… This material can be easily found in the country, so it occurs at less risk if any changes happen Since rice is the raw material added to reduce the cost of the product so the rate of production of rice in beer is much lower, it is only about 30% of the volume of raw materials for production Currently Food Corporation of Vietnam, with head office in Hanoi is the main supplier of rice to the company so this is a good opportunity for the company to reduce transportation costs and other expenses incurred in purchasing However to ensure good material for the production of rice, the company has signed contracts to purchase more with a few other partners to prevent the case that the Vietnam food Corporation has not enough capacity to meet the needs of company or the company is extorted Water is the main ingredient of beer; Beer Company has signed contracts to provide water with the Hanoi water company to ensure water quality for the production Water used for brewing is the water with content of low Ca and Mg, other minerals to ensure the quality requirements set out and this will not affect the quality of beer There are also sugars, malt, hops checked very carefully before putting into production processes and to ensure these factors; the officers and employees of the department store will this task Parts of the Viet-Ha beer company's warehouse include people with the task of ensuring the material entering the warehouse to warehouse and ensure the quality standards prescribed Employees in the warehouse are examined periodically and conduct inventory method first in – first out to ensure that material time in the store not too long, to avoid adverse effects the quality of beer So if ensure good quality raw materials, the company will be proactive in implementing the goals and plans for production set And to avoid the wastefulness of production materials as well as to ensure the quality of the beer, the company has developed standards of raw materials: 100 liters of the beer production (Source from department of production planning and materials) Malt Rice Sugar Houblon Cao hoa Electricity 13 kg kg 1.5 kg kg 0.4 kg 15 kW Demand forecast In 2010 the firm produced more than 2.5 billion liters of beer Four months in 2011 the figure was 714.6 million liters of beer, up 9.2% over the same period last year The growth of the beer industry in Vietnam, according to statistics from the market research firm is estimated at 15% / year Vietnam has about 350 based beer manufacturing facilities in most provinces across the country and continues to increase in number Of these, more than 20 power plants reached over 20 million liters / year, 15 plants with a capacity greater than 15 million liters / year and up to 268 bases capable of producing less than million liters / year Regarding consumption it has nearly 1.5 billion liters of beer consumed in the first seven months in 2011, increasing by 8.7% over the same period last year According to GSO, only in the July of 2011, beer consumption is estimated at 279.1 million liters, up 14% over the same period in 2011 and consumption per capita of about 28-30 liters / person / year The amount of beer consumed in Vietnam in recent years and forecasted to in 2015 (Source: Ministry of Trade and Industry) Through research, market analysis of beer production and consumption in Vietnam, the company can feel secure in investing in technological innovation, improving the capacity of production lines, increasing production of beer, opening consumer markets Manufacturing moderation To ensure their production processes, Viet-Ha Company has very specific plans for individual divisions, manufacturing facilities The structure of the company's production is divided as follows: - Main production Division - Supporting production division - Production division All are divided in levels: company, department level, the manufacturing level, and workplace To get the final product, it has undergone many different stages In the workshops of Viet-Ha company has several production groups; each group only makes a certain kind of work The is to fulfill the regulations on the quality of its scope and Ricemission of the groupsMalt assess the quality of inputs to production processes The process of brewing is a process of many stages of production of the Cleaning Increasing the pressure first-stagecoproducts and will be input Cleaning from downstream, so the quality issues will cover up all the stages in the process of Grind Mix with Thewater process Wet creating Beer containers the final product of beer production technology (Source: Technical Department) Grind Clean containers Gelatinization 86 0c Protein Liquefaction 720c Sugar Boil 1000c Filter Discount store Beer Cook Warehousing Flower Withdraw Sugar Hot roll Clean Air Cooling Yeast strains Primary fermentation Withdrawal Co2 Sterile Filter Main fermentation Recovery of yeast Secondary fermentation Filter + KCS Conclusion It can be affirmed that Viet-Ha Beer Company is a successful business, despite many difficulties over the years but with ongoing effort, with the right business oriented, with production plans and scientific detail Viet-Ha Beer Company has risen strongly to become a leading enterprise in the country's manufacturing sector, providing our country's beer market 10 The end 11 ... workers to their ability to acquire evaluate and predict the development trend of related technologies, capable of operating the device technologies Moreover, they must be able to choose the technology... warehouse include people with the task of ensuring the material entering the warehouse to warehouse and ensure the quality standards prescribed Employees in the warehouse are examined periodically... increase beer consumption, the company increases market share, expand markets, sales and customer  To create the adherence between the points of consumption which is householdclient-companies;