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Phân tích Chiến lược kinh doanh Cơng ty Cổ Phần Sơn Hải Phòng Business Strategy of the Hai Phong Paint Joint Stock Company TABLE OF CONTENT TABLE OF CONTENT INTRODUCTION RESEARCH OF CONTENT The concept of business strategy .4 The role of business strategy in business activities of enterprises today Classification of business strategy Introduction to the Company and marketing situation of Hai Phong Paint Joint Stock Company 5 The process of formation and development of Hai Phong Paint Company .6 The reality of the product strategy of the company 6.1 Products and product levels 6.2 Characteristics of the type of product market Orientation for development of Hai Phong Paint Company in the period .9 7.1 Market Forecast and requirements for the Hai Phong Paint 7.2 Orientation activities set out for in 2015 .10 The complete solution product strategy of Hai Phong Paint Joint Stock Company 10 8.1 Completing the accompanying Paint services .10 8.2 Improving the product portfolio Paint 10 8.3 Improving the product's packaging and labeling of products 11 8.4 Improving support for other policies 11 CONCLUSION 13 INTRODUCTION Product strategy is an important strategy that any company when participating in a given market must be implemented The good performance of product strategy is the foundation for the strategy to promote rest well promoted its effect With paint products, quality and value of its use is what consumers really expect from the manufacturer and that is what Haiphong Paint Company has met in recent years, is the pride of the city of Hai Phong Port "Product Strategy of JSC Hai Phong Son" is a research content in personal training courses in strategic management RESEARCH OF CONTENT The concept of business strategy The term "strategy" is often used by common sense First, is the extensive program of activities and to deploy the resources primarily to achieve objectives Second, as the program objectives of the organization, the resources needed to achieve this goal, the operating policies of income, use and disposition of resources Third, determine the long-term goals and choose the course of action and allocate the resources necessary to achieve these goals Business strategy is to analyze, learn and offer basic path, trajectory outlined progress in production and business activities; it is a comprehensive plan, coordinated and consistency between the carefully forged to guide expensive business units to ensure the target of the business unit Business strategy is the fixing of the basic objectives of the business unit, choose the means and methods of action and allocate the resources necessary to accomplish business goals The role of business strategy in business activities of enterprises today In terms of market volatility today than ever before there is only one thing that businesses can know for sure that's the change Strategic management as a direction, a direction to help these organizations overcome the waves in the market, reaching out to the future by the effort and our ability Business strategy is designed to help businesses target focused best adapt to the changes in the long term Strategic management enables an organization can be proactive rather than passive in their future outlined, it allows an organization can pioneer and environmental impact of its activities and thus , have exhausted its ability to control variables beyond what is natural Strategic management created for each person aware of paramount importance Both managers and employees are committed to understanding and implementation of corporate objectives Once everyone in the business understands that the business is doing and why so they feel they are part of the business, they will be committed to support all activities of the enterprise Classification of business strategy There are many approaches to classification of business strategy - Referring to the strategic scope + The overall strategy (or strategies overall): mention the most important issues, covering the most significant and lasting This strategic decision issues of corporate survival + Strategy department: Secondary type of strategy Often in business, this type include product strategy, pricing, distribution and sales promotion Two types of strategies on tightly linked together into a complete business strategy Unable to survive a business strategy that lacks one of the two strategies above because they complement each other to address the important goal, survival of the enterprise - Referring to the content of the strategy + Business strategy + Financial Strategy + Strategic technology and engineering + Strategy humans - Based on the nature of each strategy + Product Strategy + Market Strategy + Competitive Strategy + Investment Strategy - Referring to the strategic process + Strategy oriented: Referring to the measures oriented to achieve these objectives This is the basic strategic plan of the business + Action Strategy: is the action plan of the business in each particular situation and the expected strategic adjustment Introduction to the Company and marketing situation of Hai Phong Paint Joint Stock Company Hai Phong Paint Joint Stock Company is a Joint Stock Company with the production function dealing in paints The company has two locations: - Facility 1: No 12 Lach Tray - Ngo Quyen District - Hai Phong As trading office and consumer products, storage systems consume room - Facility 2: An Dong Commune – An Duong District - Hai Phong As production bases and warehouses and the provision The process of formation and development of Hai Phong Paint Company Son Joint Stock Company was established Haiphong 01 May 25 1960, originally under the name Son oil factories, the workers only 31 people, equipment and handcrafted products are mainly oil-based paint 40 years of construction and development under the leadership of the Party and the State, through many events, ups and downs this oil painting enterprises are JSC Son and keeps maintenance and development so far has gone periods of regime change: - The first phase in 1960-1976: 1960 after the renovation of private capitalist enterprise, the city decided to establish the joint company on the basis of bourgeois production Nguyen Thai Son paint with the form of bourgeois property is gathered together with the State organize the production of paint, monthly pay income, capital for the capitalists Style property of the bourgeoisie were pooled with state organizations producing goods paint, monthly pay income, capital for the capitalists Until 1976 the payment of capital gains is finished, complete ownership of the State - The second phase in 1976-1989 This phase of the subsidy mechanism, the enterprise produced under state allocation criteria, provided supplies and the finished product delivered to the supply agency of the State - The third phase from 1980 to present: A period of market economy, independent and autonomous company in production and business, self tapping input materials, organization of production and consumption source output In 1992, the Company plans to move and expand factories Son Hai Phong by bank loans and investment fund SIDA aid, paint imported equipment of the Federal Republic of Germany and the value of 590,000 USD invest 1.5 billion VND on building and upgrading workshops Until in June 1992 to be put into use, the value of fixed assets last year was nearly 10 billion VND and currently existing total value is over 58 billion VND In 1997, the Company continued to invest 20 billion Vietnam to import equipment and technology process manufacturing premium marine paint of CHUGOKU Japanese firm, with an initial capacity of 1.600 - 2000 tons/year and projected capacity will be doubled Though experienced many difficult periods of market economy but every year the company also completed the plan, the average growth rate higher than the previous year and from a few products so far monotonically company more than a hundred different types of paints serve important economic sectors such as: transportation, construction, industrial and marine vessels and marine structures,etc, The company has consistently been in Hai Phong City People's Committee awarded emulation flags, good management business for 10 consecutive years and was awarded five medals for the various kinds of labor collectives and individuals The reality of the product strategy of the company 6.1 Products and product levels 6.1.1 Products Products of Hai Phong Paint Joint Stock Company can be divided into two categories according to their physical condition, such as: - Tangible products: Many kinds of paint as paint civil, marine coatings and industrial paints, paint works - Is the intangible (service): include services such as fieldwork (condition of the object to be examined), using the product consultants, estimated the total cost of paint, process monitoring construction of surface processing objects (mounds rust, paint, polish and other measures before painting,etc, ) 6.1.2 The product level of Hai Phong Paint Joint Stock Company Considering the level of supply of products of Hai Phong Paint Joint Stock Company, the current level of the company's products reach the fourth level of the product is the finished product This is currently the highest level that a Hai Phong Paint Joint Stock Company in Vietnam's market can be achieved, This level of supply depending on the capabilities of the company, according to the company's sales were made of any kind (industrial, marine or civil,etc, ), or, depending on the volume of paint is purchased, the size of the facility, the unique needs of customers whose company supplied the corresponding level (probably just the first level or the fourth level of the product) Although the Company currently has laboratories meeting international standards but this room is only supposed to be tested paint sample analysis in the production process to see sample standard paint and the mistake is not alone or the analysis of paint samples sent by customers to order the laboratory responsible for analyzing paint samples sent to production workshops, but companies not have laboratories and research of employees able to create new chemical compounds to create products of future potential This remains a major challenge for the Hai Phong Paint Joint Stock Company and paint general 6.2 Characteristics of the type of product market In general, paint products of foreign companies as Interpaint, Nippon Paint, paint of the other joint venture company are high quality, but generally the price of the Company products are high And domestic companies as Hai Phong Paint Joint Stock Company and other paint company as corporation Hanoi Synthetic Paint it with the kind of high quality paint from moderate and the price was fluctuating from secondary general to high but the prices are lower than the products of foreign companies For marine paint products of Hai Phong Paint Joint Stock Company as marine coatings branded Hai Phong Paint Joint Stock Company and branded company Choguku (CMP), the quality and the prices are very high roughly equivalent to the imported products of famous brands currently on the market That is why the strategy of JSC Son Hai Phong in the coming years is to focus on the development of marine paint while maintaining the market share of all kinds of civil and industrial coatings Through internship in the marketing department of the company I see clients in the transaction and purchase paint products in large quantities in recent years mainly marine paint, with large ships, the volume of transactions amounted to row kiloliters and is worth billions of Vietnam dong As for other types of products such as paint coatings civil, industrial coatings, the company has a relatively low competitive prices compared to other branded coats of paint foreign companies, this can be explained by advertising expenses and taxes and other costs make the company's products Hai Phong Son versus other companies are really low but undeniable ability to promote product quality and the company's paint Hai The room is very high Orientation for development of Hai Phong Paint Company in the period 7.1 Market Forecast and paint requirements for the Hai Phong Paint Joint Stock Company Market demand is the direct impact factors and are crucial to the product policy of industrial enterprises in general and businesses in particular paint For the paint, the market is mainly domestic market with new needs arising from the early 1990s but are increasingly diverse product-specific service industries For example: road marking Paint, heat resistant paint, paint factories, paint, acid-proof, paint bear wave, antifouling From the market situation as above, the requirements set forth in working with the company business in the future as follows: + The company produces paints only be consumed regularly as primers civil, industrial, rust ships, painted bilge,etc, to reserve timely service to customers based on planned production and consumption through large customer contracts, regularly Also special paints, paint manufacturing only consume small orders The company is always ready to produce the calendar paints customer receives to ensure trust and expand the market In addition, the company has always regarded the quality of products is the top target in production and business, not to have the status of complaints when using the products of the Company nor customer support + To further expand the market both in width and depth The market has not been opened or spontaneous Special marketing activities of the Company, track maintenance schedule of the ship used products to provide timely products as well as seeking access to the shipbuilding business, boat, industrial enterprises have relatively large demand for sales of paint, available provide product trial,etc, to try to entice customers to use the company's products The company actively markets to these large projects in provinces and cities nationwide, encouraging ordering in bulk form, contact with investors, consultants to bring products into the company works great + For dealers have an impact on an effective way The market opened, the marketing staff should be responsible for regularly cross announce pricing policies, models, check the situation of consumption,etc, encourage pro shop and consume products of the Company Work to expand the market and promote the consumption of products coupled with the work of debt collection and handling violations The company has written specifically about the outstanding balance of each agent in order to balance the production business as well as dealers reminded to strictly implement the regulations in place These agents violating regulations on consumer need for timely handling, flexible avoid adversely affecting the reputation of the company 7.2 Orientation activities set out for in 2015 Increase or No Indicator Unit Industrial production value 1000(VND) Turnover 1000(VND) The budget submitted 1000(VND) The volume of major Tons products Average income Total investment 1000(VND) 1000(VND) Plan in 2015 104.446.900 96.445.000 4.373.950 decrease compared to in 2014 103,4 104 78,10 3.800 1.732 14.000.000 105,5 102 - The complete solution product strategy of Hai Phong Paint Joint Stock Company 8.1 Completing the accompanying services - Surveying the state of deepening audience how customers can save or can take advantage of a certain bit to avoid the cost of paint - The estimated cost must be accurate to avoid the feeling of customers is the company's estimate is too high compared with the actual state of the object - In the process of supervision of construction, the company staff to work with a high sense of responsibility so that the quality of the work obtained with the highest quality - Advising clients products matching object paint paint and conditions of customer payments 8.2 Improving the product portfolio 10 The company must continue the addition of new products to the product portfolio of the company, especially the depth of product portfolio to meet the needs of customer choice to the same purpose To this right: - More research needs of the customer by finding out whether customers were satisfied with the current products of the company have not - Learn about the types of competitors see these companies put out new items that are not - The team of companies to actively learn from research, explore invent new paint samples meet the increasing demands of customers 8.3 Improving the product's packaging and labeling of products - For packaging, the company must seek to find new manufacturers to create packaging with better quality, cheaper to create competitive advantage and price support preservation as well as the process used to support the quality of company products - The harmonious combination between the packaging and presentation of images, textures packaging must also be highlighted more and more depth - The company must also pay attention to new technological achievements in the future compounds especially those materials that nature substitute for the environment, reuse and better quality 8.4 Improving support for other policies + Improving of pricing policy: - The company must continue to pursue the policy of low prices for paint products for civil and industrial paints - For products of industrial marine coatings, pursuing policies at competitive prices and high quality is reasonable, but during the upcoming integration company must take measures to reduce product costs without which affect profit and revenue of the company + Improving the distribution channels: - The company must continue supplemented the primary channel member - Is there reasonable incentives for channel members have good cooperation in supporting the company in the time required to mobilize more paint in the company's time yet to come 11 - The management should also channel more closely to make the island a price agreed between the dealer - Resolutely remove the channel members have a fraudulent payment for goods - Guarantee reserve the right agents to avoid stagnation + Improving the promotion mix: - The company must actively participate in trade fairs across the country - Maintain a regular ad in financial magazines every month and periodical ad in the local paper - Cooperation with local journalists and local television broadcast nationally in the report about the company - Gifts for regular customers of the company in the annual customer conference and celebration of the company, sending cards and gifts for the holidays and established companies for patrons and potential the company 12 CONCLUSION With these efforts, continuous efforts in manufacturing and trading Corporation Hai Phong Son has gained many achievements, create significant growth in revenues, profits, contributes a great value the state budget, confirm the position of their product on the market paints There are results that are the collective efforts of company employees, especially the marketing department and technical service for doing good output of products, this is where the creation of large orders and often the company Son Joint Stock Company in Hai Phong, has made the product strategy of the company; proposed measures to overcome the limitations exist for the development of the Company By the quality and reputation of the product and the appropriate business strategy I believe that the products of JSC paint Haiphong increasingly viable and grow in the market The end 13 ... Strategy + Investment Strategy - Referring to the strategic process + Strategy oriented: Referring to the measures oriented to achieve these objectives This is the basic strategic plan of the business... a price agreed between the dealer - Resolutely remove the channel members have a fraudulent payment for goods - Guarantee reserve the right agents to avoid stagnation + Improving the promotion... survive a business strategy that lacks one of the two strategies above because they complement each other to address the important goal, survival of the enterprise - Referring to the content of the