Phân tích SWOT thị trường đồ gỗ của công ty cổ phần đồ gỗ hoàng anh gia lai e

PHÂN TÍCH SWOT THỊ TRƯỜNG ĐỒ GỖ CỦA CƠNG TY CỔ PHẦN ĐỒ GỖ HOÀNG ANH GIA LAI I General Introduction about enterprise: Vietnamese name: CÔNG TY CỔ PHẦN GỖ HOÀNG ANH GIA LAI English name: HOANG ANH GIA LAI FURNTURE JOINT STOCK COMPANY Address: Floor 12, Control Center of Hoang Anh Gia Lai Corporation, No 15 Truong Chinh street, Phu Dong ward, Pleiku city, Gia Lai province Telephone: (+84) 59.2222280 - (+84) 59.2222290 | Fax: (+84) 59.2222486 Email: hagl.furniture@hagl.com.vn | Website: www.hagl.com.vn Main business industry: - Timber product produce and business - Exploit artificial forest timber, afforestation - Storehouse and commodity storage - Extra operation business - Forestry service operation Charter capital: 110.000.000.000 VND Management model: Hoang Anh Gia Lai Joint Sock Company Ham Rong Wood Factory Tra Da Wood Factory Grante Stone Factory Branch of Hoang Anh Sai Gon Wood Factory Branch of Hoang Anh Quy Nhon Wood Factory Hoang Anh Gia Lai Wood Materials Limited company Experiences, prestige Established in 1990 from a small workshop which specializes building furniture for pupils in Chudrong commune, Pleiku city, Gia Lai province Until now, Hoang Anh Gia Lai has achieved strong strides and become a private corporation which operates in a lot of different industries Business and production industry of stone timber is company’s a traditional industry Company has a lot of strengths in this industry such as: skilled workers workforce, a huge amount of timber in Nam Lao (near Kon Tum) – This is timber source of Laos government pays their debt to Hoang Anh Gia Lai corporation by timber quota in years with value of 15 millions USD loan that Laos government has borrowed Hoang Anh Gia Lai corporation to build SEA Games village at Vientiane With this amount of wood, HoangAnh Gia Lai does not have to import timber like every year, so they will reduce very large input cost At present, luxury exterior and interior wood of Hoang Anh Gia Lai have become the brand furniture most in domestic market and exported to a lot of market namely: Europe, America, Asia, Australia, New Zealand…Furthermore this corporation has been honored to achieve FSC certification (Forest Stewardship Council….) Beside to maintaining and expanding export market, Hoang Anh Gia Lai has been developing domestic market by establishing furniture supermarket systems with large-scale at five major cities: Ha Noi, Ho Chi Minh city, Hai Phong, Da Nang, can Tho Production capacity Presently, Hoang Anh Gia Lai corporation owns five timber plants (including 01 plant in Laos) with total capacity of plants is about 2.000m3 / per year In which, products provide for domestic market is 60%, for export is 40% Business strategy of the company: Promoting achieved business results, base on market researching results showed that furniture market in general and particularly in domestic market is still large., Hoang Anh Gia Lai Wood JSC has put forward business strategies in the near future including: expanding production continuously, trading wooded, maintaining and developing market share in domestic and foreign market Especially, focus on promoting production development, providing wood furniture for inside market Then, develop materials through afforestation in Vietnam, Laos South with a view to have substitute materials when the company is out of wood exploitation quota in Laos South and restore , preserve ecological environment due to process of materials exploitation caused Market analysis While Vietnam is becoming furniture supplier to the world market with export quota over billion USD/year whereas domestic market virtually ceded “pitch” to imports Interior furniture is presently struggling with imports from China Chinese enterprises have sold a lot of wood furniture into Vietnamese market mainly segment for medium –income and low income earners with most products are made from MDF wood materials and cheap timber However, the main reason for the low price of furniture in China occupies the Vietnam market is caused by our corporations that are less active to produce for domestic market, are not familiar to learn about the local market by yourself and produce furniture for domestic clients Instead of that, they follow the orders of foreign importers with high –level orders are made of good wood In addition, China’s interior furniture is cheap because they bulk and cut production costs by making 2-3 shifts / day, while Vietnam often does one shift/per day (Source: Web page – Vietnam Forestry Corporation – Vinafor.com.vn dated on August 20, 2009) In addition , the company is strongly competitive with imported foreign furniture In Vietnamese market, there are a lot of manufacturers; different large and small suppliers with natural wood, industrial wood from famous companies to thousands of small factories, villages or craftsmen In 2010, Vietnam’s wood industry has overcome a lot of difficulties excellently to achieve 25 % growth over the same period Expected to in 2011, Vietnam’s wood industry has continued to keep this growth (Reporters of Vietnam’s economy magazine has interviewed Mr Nguyen Ton Quyen, Chairman of Wood and Forest Product Association of Vietnam Source: Website: htt//baomoi.com.vn and source from Hoang Nam shipping Company: website: hoangnam.com.vn) According to trend, consumers care about using products that are friendly with environment, so company has to care and focus more and more on using forest’s raw materials and providing the company’s products 3.Market segmentation, preference selection: From business strategy of the company and market analysis Company has selected to expand the household wooden products market to supply for local customers with average income and fairly good income (This is the amount of largest local customers) with the motto of offering high quality products and popular price The household products primarily focused priorities: bed, wardrobe, desk, chair, living room furniture, floorboard These products are manufactured according to the model, produced in the industrial form, manufacturing details and to be wrapped following the customer’s order; installation at the customer’s house Raw materials (wood) is processed against curvature, warping, shrinkage, termites, especially in the relatively harsh environment in Vietnam (hot and rainy season, cold season with humidity) Make a general plan 4.1 Forecast: Some recent years, according to statistics have showed that annual growth of household wooden furniture needs increasing 20% per year The data also indicates that increased demand for household furniture also has each period Shopping demands of lunar beginning months are the lowest in each year and is increasing with a peak in lunar December, while the civil works have put quick speed to complete whereas citizens go shopping, repair and decorate houses or purchase appliances for your new houses or decorate houses more spacious to welcome Lunar New year Festival This is the tradition of the Vietnamese Another factor is the world economic crisis that continues to affect economic growth of Vietnam in general and household wooden products shopping need in particular (the affected income of the people, high inflation, high-interest loans ) The company has conducted a survey of demand for household furniture purchases in five provinces: Ha Noi, Vinh Phuc, Nghe An, Ho Chi Minh city and An Giang Survey results have given the quite positive number about the demand for wooden products in general and wooden furniture of Hoang Anh Gia Lai in particular But the desire of the clients is that company should have a lower selling price The senior leaders and plan making experts of the company also forecast customers’ demand for the company’s household wooden furniture is very positive nest few years From the above factors, the company defines a plan of household wooden furniture manufacturing that provides in the domestic market within nest 1-2 years with growth about 10 -11% / per year Whereas: Month Deman Month Deman Month Deman Month Deman d d d d forecast forecast forecast forecast 3% -0,8% 0,6% 10 1,2% 1,6% -0, 4% 1% 11 1,5% - 1% 0,1% 1,1% 12 2,5% 4.2 Capacity: As in previous years, the company only applied production line following to a shift, the equipment is not maximizing the time of day can be used for production Besides, the household wooden products are not new products Therefore, companies need not invest much equipment if company implements a shift extra working form 4.3 Plan of materials reserve Due in years, the company still has wooden exploitation quota in Laos South, that is enough to supply for manufacturers under the plan capacity Furthermore, the transport of materials from Laos South to plants is not too far The company’s storehouse of raw materials are sufficient reserves for production in normal conditions within three months So companies not need to adjust wooden materials reserves for the production with a view to save costs 4.4 Production plan: Because companies have the ability to manufacture products according to market fluctuations through over shift, overtime ( now companies are producing at normal levels as 01 shift / day) So for the months that demand is lower than normal demand and supply of product is at normal levels, the companies should maintain production at normal levels, residual products is not consumed in the months of low demand will be transferred to reserves ( small reserves ) The months need to supply high products, the company used the additional reserves products and held to extra shifts According to calculations show that by using such production, company must spend the least costs, without severance costs, recruitment costs and training expenses; low costs of storage and preservation of finished products lower labor costs 4.5 Human resource plan: This year and next year, the number of employees of the company is able to complete the production of products volumes according to production plans as well as the changing needs of the market However, due to annual product demand growth is forecasted , the company has plans to recruit a number of workers to replace the retirement labors, supplement additional workers due to increased production volumes Recruitment level is 3-5 % per year that is adjusted according to forecast and annual production growth plan The recruitment of additional employees with a view: - - To reduce the excesses of workers when working extra shift and overtime Create jobs for people during the difficult economy to contribute to the social policy implementation of the company - Create a stable source of labor force for the company The company is active about human resources, the level of labor, so company avoid passiveness about quantity, labor quality when outsourcing - In terms of cost: Although company has to pay additional cost of recruiting, training, insurance But compared to the cost of outsourced processing , this cost is not increased by: when implementing the extra recruitment of workers, the company has always been consistent with the production scale of enterprises in normal conditions As production requirements increase by 150% or less over normal production levels, the company will apply methods of overtime, extra shift So company does not have to hire more workers during the peak production time and then have to lay off workers or outsourcing with high prices Materials plan: 5.1 Characteristics: Because main material of the company is natural wood, so it has effects as follows: - Natural wood sources is not endless - If the exploitation is not incorporated with new planting, forests replanting, natural materials are becoming exhausted quickly This has severely affected the ecological environment - Reforestation, regeneration of raw materials are influenced by long timenatural growth process 5.2 Plan of materials sources To ensure raw materials for medium-term and short –term production of company and overcome the affect of forest logging to ecological environment, meet customers’ needs of using environment –friendly products, the company has made a main plan of raw materials as follows: - Currently, the company still has logging quota at Laos South in three years This resources is enough for the company to exploit and produce next -4 years - To search materials sources from new plantation of the citizens, all kind of old rubber trees need planting newly - The company cooperate with localities, farms, the people of high hills and mountains where they have planted a lot of wooden materials trees for the company’s production such as: china-tree wood - To cooperate with localities, local people of Lao South to reafforest in the areas where the company has been and will have exploited and barren areas of Laos South by signing contracts with the localities which provide breed trees and lend local people loans to care and protect forests Besides, the company also supports the local people with technique of planting, tree caring, buying timber with reasonable prices The new planting of bare forest areas or exploited reafforestation not only ensures long time stable materials sources for the company, protects environment, meets customers requirement about products origin; but also creates more and more jobs for society, promotes the company’s prestige by their responsibility to society In addition to main material is wood, there are a lot of other important materials namely: glue; screws In term of glue, the company has one stable supplier which is always ready to meet needs promptly In term of screws, the company has one reasonable workshop specializing all kinds of screws according to standard and products requirement of the company This workshop has just produced with normal capacity, a shift / per day So when the company need to mobilize the workers to work overtime, extra shifts will be needed to adequate screws following to demands increasing 1,5 times over current level Control plan for household wooden products in domestic market: Based on forecasted market’s demand, materials standards of products, and plans of materials, labours, production, reserves, the company needs to have products production according to common standards based on products volumes as follows: Unit: m3 % Forecast of Production level/ month ( productio Level products consumption Wood volume) Month n demand increasin of ( Wood volume) Disparity between production & consumption Dealing methods g annually A B Year Year Year Year Yea Year N N+1 N N+1 rN N+1 5=1 6=2-4 10 -3 3,00% 104 108 107 111 -3 -3 Work overtime 1,60% 104 108 106 110 -2 -2 Work overtime -1,00% 104 108 103 107 1 storage -0,80% 104 108 103 107 1 storage -0,40% 104 108 104 108 0 0,10% 104 108 104 108 0 Using inventory 0,60% 104 108 105 109 -1 -1 products Using inventory 1,00% 104 108 105 109 -1 -1 products 1,10% 104 108 105 109 -1 -1 Work overtime 10 1,20% 104 108 105 109 -1 -1 Work overtime 11 1,50% 104 108 106 110 -2 -2 Work overtime 12 2,50% 104 108 107 111 -3 -3 Work overtime Total 10,40% 248 Work overtime 298 259 309 -11 -11 Note: Medium production level has increased according to forecast because the company recruits -5 % extra labours every years; besides, the company also applies more technical methods and management methods - To adjust production will be controlled in the real production process and adjusted according to each period’s requirements with a view to optimize costs for the company C Conclusion In order to promote above plan successfully, the implementation process needs : - Respect and implement rightly the proposed plans 11 - Evaluating regularly, emending and supplementing extra plans that exists a lot of shortcomings compared to actual implementation, so the company are able to solve promptly - With above plans, I completely believe that the company will be successful 12 ... HoangAnh Gia Lai does not have to import timber like every year, so they will reduce very large input cost At present, luxury exterior and interior wood of Hoang Anh Gia Lai have become the brand... forests replanting, natural materials are becoming exhausted quickly This has severely affected the ecological environment - Reforestation, regeneration of raw materials are influenced by long timenatural... with reasonable prices The new planting of bare forest areas or exploited reafforestation not only ensures long time stable materials sources for the company, protects environment, meets customers