Phân tích và lựa chọn chiến lược phát triển cho công ty cổ phần may hồ gươm giai đoạn 2007 2012

f^'if-stry^ ,1?^; ^b^V" ^ T.-^"" ^^ '^ ^.'-^.J^ &^^^^% ^ -ir-^ f' ^'^^-ilf^lf - INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh cao hoc Quan trj kinh doanh Quoc te LUAN VAN TOT NGHIEP PHAN TICK VA LlTA CHON CHIEN LlTOC PHAT TRIEN CHO • • • CONG TY CO PHAN MAY HO GlTOM GIAI DO AN 2007 - 2012 NINH THI TY IEMBA#3 THANG 05, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chirang trinh cao hoc Quan trj kinh doanh Quoc te BAN LUAN VAN NAY DUQC N Q P CHO TRl/CJNG DAI HOC IRVINE (HOA KY) VA KHOA QUAN TRI KINH DOANH (TRUrCJNG DAI HOC QUOC GIA HA N Q I ) BAN LUAN V A N LA M Q T PHAN BAT BUQC TRONG CHLTONG DAO TAO THAC SY Q U A N TRI KINH DOANH QUOC TE THANG 05, 2007 TRINH Phe duyet ciia Chuong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuong trinh Toi xac nhan rang luan van da dap irng duge cac yeu cau cua mot iuan van tot nghiep thugc chuong trinh dao tao Thac sy Quan tri kinh doanh Cong Ty Chu tich Hoi ddng P G S - T S VU Chung toi, ky ten dudi day xac nhan rang chiing toi da dgc loan bg luan van va cong nhan ban luan van hoan toan dap ung cac tieu chuan cua mot luan van Thac sy quan tri kinh doanh TS Nguyen Viet Anh Giao vien hudng dan Cac vien Hoi dong (Xep thir tu ten theo bang chu' cai) TS Nguyen Viet Anh TS Ta Nggc Cau NCS Trin Phuong Lan PGS-TS Ngd Kim Thanh MUCLUC PHAN MQ DAU Ly chgn de tai MUC dich va cau hoi nghien cuu Cau true ciia luan van 1 CHLTONG - CO SQ LY LUAN 1.1 Tong quan ve chiln luge va quan trj chien luge 1.1.1 Chiln luge la gi? 1.1.2 Vai trd ciia chien luge 1.1.3 Quan tri chien luge 1.1.4 Mo hinh quan tri chiln luge 1.1.5 Qua trinh quan trj chien luge 1.2 Quy trinh xay dung va phat trien chien luge cho mot td cbuc 1.2.1 Su menh va muc tieu 1.2.2 Phan tich mdi trudng vT mo 10 1.2.3 Phan tich moi trudng nganh 12 1.2.4 Phan tich mdi trudng vi mo 19 1.2.5 Phan tich, ting hgp dilm manh, diem yeu, ca hoi, thach thue - Mo hinh SWOT 24 1.3 Cac cap chien luge 27 1.3.1 Chien luge cSp cbuc nang 27 1.3.2 Chiln luge kinh doanh 30 1.3.3 Chien luge canh tranh 36 1.3.4 Chien luge c4p cong ty 38 CHLTONG - PHLTONG P H A P NGHIEN CULl 2.1 Muc dich nghien ciru 2.2 Dinh hudng va chien luge nghien cuu 2.3 Phuong phap thu thap dir lieu 2.4 Phuong phap phan tich dir lieu 2.5 Gidi han ciia nghien cuu 40 40 40 40 40 41 CHUONG - PHAN TICH MOI TRLTQNG H O A T D O N G SAN X U A T KINH DOANH CUA CONG TY CO P H A N MAY HO GU'OM 3.1 T6ng quan vl Cong ty cd phan may Ho Guam 3.2 Phan tich moi trudng kinh doanh ben ngoai cong ty 3.2.1 Phan tich mdi trudng vT md 3.2 Phan tich mdi trudng nganh 3.3 Phan tich moi trudng kinh doanh ndi tai cua cdng ty 3.3.1 Qua trinh hinh va phat triln cong ty 3.3.2 Phan tich Igi thI canh tranh, va ban che ciia Cong ty giai doan mdi 3.4 T6ng hgp va phan tich md hinh SWOT 42 42 45 45 48 58 58 60 61 CHUONG - DE X U A T X A Y Dl/NG CHIEN LLTOC P H A T TRIEN CHO CONG TY CO P H A N M A Y H O GU'OM ( T I T N A M 2007-2012) 63 4.1 Dk xuk chiln luge 63 4.1.1 Chiln luge c^p chure nang 63 4.1.2 Chiln luge kinh doanh 65 4.1.3 Chiln luge cap cdng ty 67 4.1.4 Chien luge canh tranh 67 4.1.5 Chiln luge hdi nhap 68 4.2 Tdng ket djnh hudng phat triln chiln luge ciia Cong ty c6 phan may Ho Guam69 4.2.1 MUC tieu chung 69 4.2.2 Muc tieu chien luge ciia cong ty 69 4.2.3 Dinh hudng phat triln theo timg giai doan 70 Phu luc - Gidi thieu ve Cong ty c6 phhn may H6 Guam 71 Phu luc - Bao cao ket qua boat ddng kinh doanh 10 nam 74 PHAN MOf DAU Ly chgn de tai Trong nhimg nam gan day, nganh det may Viet Nam da trd mot nhiing nganh bang xuat kbau miii nhgn vdi kim ngach xuat khau cang tang Nam 2006, kim ngach xuat khau det may dat gan ty USD chi dung thu hai sau nganh dau va cbiem 15% tdng kim ngach xuat khau cua ea nude Mot so nhung cdng ty may da khang dinh dugc thuang hieu va uy tin ciia minh tren thi trudng va ngoai nude la Cong ty c6 phan may Ho Guam Thanh lap vao nam 1993 tu quy mo nho vdi ban 80 thiet bi va 100 lao ddng, sau mudi nam boat ddng, cdng ty cd phan may Ho Guam da tien nhiing bude dai ngoan muc vdi tdc phat trien binh quan khoang 50%/nam Hien nay, cdng ty cd phan may Ho Guam da trd mot mudi cdng ty hang dau ve xuat khau hang det may tren khoang 2000 doanh nghiep may tren toan quoc Dan dau ve tdc tang trudng, quy md san xuat cua cdng ty da cd mat d nhieu tinh vdi 13 xi nghiep vien va tren 5000 lao dong Cdng ty cd phan may Ho Guam da va dang tien phong viec hinh va xay dung chien luge phat trien dai ban nhu: • Xuat khau vao thi trudng My tu nam 1998 • Cd phan boa sdm nhat so cac doanh nghiep det may • Xay dung va phat trien cac vung kinh te mdi: Hung Yen, Hai Phong, Ha Tay, Thai Nguyen, Bac Can tirnam 1999 • Da dang boa nganh nghe: may mac, thuang mai, dich vu, bat ddng san, giao due Ke tu Hiep dinh ATC cham dut hieu lire, che ban ngach dugc dd bd ddi vdi cac vien WTO (11/2006), ban dd det may the gidi da cd nhiing thay ddi dang kl, ro net nhat la sir bung nd xuat khau va tang thi phan nganh det may ciia Trung Qudc, An Do va mot so qudc gia khac Sau trd thanh vien chinh thirc ciia WTO (11/01/2007), nganh det may Viet Nam dung trudc nhieu ca hoi mdi va thach thuc Idn Mot nhung thach thuc Idn nhdt la sir canh tranh quylt liet khdng chi giua cac doanh nghiep Viet Nam, giira cac qudc gia det may ma ca cac doanh nghiep det may nude ngoai d Viet Nam vdi Igi thi ve von, ky thuat, cdng nghe va kinh nghiem hang tram nam Theo nhan dinh cua cac chuyen gia va ngoai nude, xuat khau det may Viet Nam vdi tdc tang trudng 12%/nam' thi kim ngach xu4t khau cd the dat tdi muc 12 ty USD nam 2010 va 22 ty USD nam 2020 Hoa minh vao lan song tang trudng ciia nganh, Cong ty c6 phan may Ho Guam dir tinh tdc tang trudng kim ngach xuat khau nhijng nam tdi se la 30-35%/nam, ngoai cong ty ciang tap trung vao phat trien thi trudng ndi dja So vdi 10 nam trudc, hudng di mdi cua cdng ty c6 nhieu thay ddi Thay vi lien tuc md rgng quy md san xuat thi 10 nam tdi, cdng ty se dau tu vao chieu sau, cai tien cong nghe doi mdi thiet bi, xay dung va phat trien chinh sach thu hiit va giu chan ngudi tai Mat khac, cong ty CO dinh hudng se mua lai boac trd c6 dong chien luge ciia cac doanh nghiep det may khac cd quy md nho va hieu qua san xuat kinh doanh chua cao vdi muc tieu den nam 2010 c6 the hinh mot tap doan det may Idn manh hang dau Viet Nam Tren thuc te, cdng ty da cdng vu mua lai cong ty cd phan may Chien Thang vao nam 2006 Vdi vai trd la ngudi dan dudng va dinh hudng dudng Idi, chinh sach phat trien cho cdng ty cd phan may Ho Guam thdi gian tdi, tdi quyet dinh lira chgn de tai: "Phan tich va lira chgn chiln luge phat trien cho cdng ty cd phan may Ho Guam 2007-2012" lam dl tai luan van tdt nghiep Chuang trinh Thac sy Quan tri kinh doanh ciia minh Muc dich va cau hdi nghien cuu Muc dich cua de tai nghien cuu la nam bat dugc qua trinh thiet ke, xay dung chiln luge va de xudt dugc mot chien luge phat trien tdng the cho Cdng ty cd ph4n may Hd ' Theo Bao cao ciia Thu truong Bo Cong nghiep Bui Xuan Khu tai cupc hop cua Hi?p hoi det may Chau A Thai Binh Duang 11 nu6c(nam 2006) guam giai doan nam tdi (2007-2012) De dat dugc muc dich nay, nghien cuu se dung lai d pham vi tra Idi dugc nhung cau hoi nghien cuu sau: • Nhung Igi the va ban che ciia Cdng ty cd phan may Ho Guam dieu kien boat ddng san xuat kinh doanh hien tai la gi? • Dau la nhijng ca hdi va thach thuc ddi vdi Cong ty cd phan may Hd Guam giai doan phat trien mdi? • Lam the nao de thiet ke va lira chgn dugc mot chien luge phat trien phu hgp vdi nang luc hien tai ciia Cdng ty va thich nghi dugc vdi mdi trudng kinh doanh giai doan mdi? Cau triic ciia luan van Luan van sau day bao gdm chuang va phan md dau Tom tat ciia moi chuang dugc trinh bay nhu sau: • Chuang - Phan md dau • Chuang - Ca sd ly luan • Chuang - Phuang phap nghien cuu • Chuang - Phan tich mdi trudng boat ddng san xuat kinh doanh cua Cdng ty c6 phin may Hd Guam • Chuang - De xuat xay dung chien luge phat trien cho Cdng ty cd phkn may Ho Guam (2007-2012) CHU'ONG - CO s d LY LUAN 1.1 Tdng quan ve chien luae va quan tri chien luac 1.1.1 Chien luuc la gi? Chiln luge la nhijng each thuc ma thong qua cd the dat dugc nhiing muc tieu dai ban Ndi each khac, chien luge la nai ma doanh nghiep cd gang vuan tdi dai han Trong bat ky td cbuc nao, chiln luge deu ton tai d vai cap khac - trai dai tu toan bd to chuc (boac mot nhdm cac td cbuc) cho tdi tirng ca nhan lam viec td cbuc Trong kinh doanh, chien luge cd the la su md rgng ve mat dia ly, da dang boa san pham, phat trien san pham, xam nhap thi trudng, cat giam boac giai the, sat nhap hay thon tinh, lien doanh boac nhugng quyen Hoach dinh chien luge phai dua tren viec khai thac, phat huy dugc nhung Igi the ciia minh (cac nguon lire va nang luc) de don dau nhQ-ng ca hoi va doi mat vdi nhung thach thuc cua mdi trudng kinh doanh day bien dong Michael L.Porter, mot giao su ndi tieng ciia trudng Dai hgc Harvad - My, nam 1996, da trinh bay nhiing quan diem mdi day tinh thuyet phue cua minh ve chien luge bai phat bieu "Chien luge la gi?": • Thii" nhat: Chien luge la sir sang tao vi the mang tinh gia tri va dgc dao thong qua cac boat ddng khac biet hoa • Thu hai: Chien luge la su lira chgn, danh ddi canh tranh • Thu ba: Chien luge la viec tao su hai boa tat ca cac boat ddng ciia Cong ty Cd the ndi rang, chien luge la mot pham tru rgng, c6 rat nhieu quan diem khac vl chien luge, va xay dung chien luge, pham vi ndi dung luan van xin dugc sir dung khai niem chien luge theo quan diem cua Massey va cac cdng sir ( nam 2005), theo dd Chien luge la mot loat cac boat ddng mang tinh dai ban dugc de de dua mot doanh nghiep tu vi tri hien tai den mot vi the mong mudn tuang lai nham xac lap lai Igi thi canh tranh ddi vdi cac doanh nghiep khac tren thi trudng 3.3.2 Phan tich loi the canh tranh, va han che cua Cong ty giai doan moi Cdng ty CP may Hd Guam la mdt doanh nghiep thugc nhdm cd quy md Idn vl ca sd lugng lao ddng va doanh thu hang nam Tit ca cac xi nghiep cua Cdng ty dIu nIm a cac true dudng chinh, giao thdng thuan tien, dl dang thu hiit ngudn lao ddng tai dja phuang Tuy trinh cdng nghe ciia Cdng ty chi miic tren trung binh so vdi cac doanh nghiep khu vuc nhung lai tri d miic tien tiln so vdi cac doanh nghiep ciing nganh Cdng tac quan ly linh boat va ggn nhe so vai nganh, quan trj theo muc tieu va hieu qua Ddi ngu lao ddng dIu qua dao tao ca ban, nang cao tay ngbl, ddi ngu ky thuat ludn dugc khach hang danh gia cao ca vl nghiep vu va su tin nhiem Hang nam, cdng ty van tri mdt tdc tang truang trung binh khoang 50%), gIp lln so vdi tdc tang trudng ciia nganh; ty suit hoan vdn (ROI) dat xap xi 50%) so vdi miic binh quan cua nganh chi 10 % Cdng ty ludn nIm bat va lira chgn dugc nhirng ca hdi dau tu hieu qua, trung binh moi nam Cdng ty md them mdt xi nghiep vai sd vdn dau tu khoang 1,5 trieu USD/ xi nghiep Hang nam, Cdng ty edn danh mdt khoan dang ke khoang 500.000USD dau tu vao chieu sau, bao gdm viec ddi mdi va nang cap trang thiet bi, may mdc, dao tao lao dgng nham bat kjp vdi tdc phat trien ciia doanh nghiep Phan lan cac dan hang ciia Cdng ty la dan hang gia cdng xuat khau (ty le), neu cd xuat khau true tilp thi ciing la nhiing dan hang FOB dan gian Md hinh quan ly san xuat theo dan hang hieu qua va ggn nhe, ket thiic dan hang trien khai cdng tac ly va bd tri sap xip lai nguyen vat lieu khdng sir dung cho cac dan hang ke tiep Cdng ty da cdng tac vai mdt cdng ty or Hdng Kdng va mdt nhdm cdng tac vien d Han Qudc viec md rgng thj truang, ho trg ky thuat, tim kiem nha cung ung dIu vao (dac biet la cac nguyen phu lieu hiem) Hien nay, tai 98% san lugng ciia Cdng ty la dk xult khIu, chi cd 2% la dugc tieu thu ndi dia, ty le cho thIy sir mIt can ddi ca clu ban hang ciia Doanh nghiep, the hien mdt su phu thugc qua nhilu vao xult khau Viec ap dung Cdng nghe thdng tin 60 Cdng ty rat han che, chii ylu dimg lai d giao djch ndi bd bIng email Mac dii Cdng ty van tri mot trang web, nhung trang web chi dirng lai d tinh nang cung d p thdng tin, chii chua phat huy duge bet chiic nang nhu mdt trang web thuang mai Marketing va xay dung thuang hieu hien dang la dilm ylu nhIt ciia Cdng ly Dii gia tri cua viec xay dung thuang hieu da dugc khang djnh qua cac diln hinh doanh nghiep nganh nhu May 10, May Viet Tien, va Ban giam ddc Cdng ty cung da nhan thirc dugc tim quan trgng ciia viec xay dung va phat trien thuang hieu, nhien van chua cd mdt sir dIu tu va quan tam diing mire tdi van de 3.4 Tong hup va phan tich mo hinh SWOT •> Diem manh Diem yeu • Chua tap trung vao Marketing va • Dau tu manh dan • Cdng nghe san xuat tien tien so vdi nganh xay dung thuang bieu • Quan ly nang ddng va giam thieu lang phi • Mang ludi phan phdi nude • Quy dIt rgng va a vj tri dia ly thuan lgi edn mdng • Nang lire khac biet: cd kha nang dap img • Nang lire nghien ciiu va phat trien cac dan hang tir dan chiec den hang trieu san pham mdi d mire thap chiec • Chua img dung dugc cdng nghe thdng tin vao boat ddng san xuat kinh doanh Cuhoi • • Nguy cu Thj trudng tiem nang, nhu cau cao (Nhap • Canh tranh gay gat tren thi trudng khIu ciia My: 181 ty USD; Chau Au: 185 nude va qudc te ty USD; Nhat: 90 ty USD, dd ca • Rao can bao hd san xuat nganh mai xult dugc ty USD) nuac ciia cac qudc gia nhap khau Chinh sach uu dai cua Nha nude, dia det may (cac cdng cu phi thue 61 phuang vdi cac nganh truyen thdng, sir dung nhieu lao ddng • quan, vu kien ban pha gia) • Xuat hien nhieu khu vuc, nhilu Uy tin va chat lugng hang may mac Viet quoc gia det may cd chi phi nhan Nam da dugc khang dinh tren thj trudng cdng thap (diing thii- tren the gidi theo td chiic det may Chau Au danh gia) • Kha nang tiep can cac kenh thdng tin vl thi truang nganh nude va tren thi gidi cang cao • Sir hd trg tich cue tu Hiep hdi det may nuac va cac td chiic qudc te cd lien quan viec thiet lap mang ludi quan he dgc nganh 62 CHirONG - DE XUAT XAY DITNG CHIEN LU^OC PHAT TRIEN CHO CONG TY CO PHAN MAY HO GU^OM (TlT NAM 2007-2012) 4.1 De xuat chien luge 4.1.1 Chien luo'c cap chuc nang 4.1.1.1 Chien luac sdn xudt m Xay dung mdt quy trinh san xult khep kin tir khau thilt kl, len mau bia, djnh muc d t , may, giat, trang tri, hoan thien, ve sinh cdng nghiep, va bao bi ddng gdi: DIU tu xay dung xudng lam vest (comple), xudng giat va xudng bao bi, dk cd thi chii ddng vl dIu • Tang cuang dau tu vao chilu sau vao cac may mdc chuyen dung nhu may trai vai tu ddng, may bd tiii tu ddng, may d t chi tu ddng • Chuyen mdn hoa cao han niia d tat ca cac xi nghiep ap dung cho tirng mat hang, tirng cdng doan san xuat nham tang nang suat lao ddng, • Tang mire canh tranh ve luang thudng, thuc hien khoan chi phi 4.1.1.2 Chien luae marketing Phan lan cac dan hang ciia Cdng ty deu la gia cdng xuat khau, dd san pham xult khIu thudng mang nhan mac ciia cac thuang hieu ndi tieng, ngudi tieu dung dii hay ngoai nude cung khdng nhan biet dugc la san pham cua Viet Nam, va Cdng ty May Hd Guam san xult Mdt sd lugng nhd cac dan hang xuat khau true tiep (FOB) ciing chua khing djnh dugc thuang hieu Hd Guam vi chua tao dugc phong each va dau an rieng thiet ke Nhan hieu Hd Guam da dugc dang ky ban quyen tai Viet Nam, sip tdi se dugc dang ky tai Chau Au Day la nhirng buac di dIu tien viec xay dung va bao ve thuang hieu ma Ban lanh dao Cdng ty da thuc hien Cdng ty da di tien phong boat ddng d p ddng phuc mien phi nhan djp khai giang cho hoc sinh d p hai tai cac phd, thj xa nhu Hung Yen, Nam Djnh, Ddng Hdi, Ha Ndi 63 Chiln luge tap trung vao ting Icrp thilu nien khdng chi tao dung hinh anh ciia Cdng ty ma nudi dudng nhan thiic va Idng trung vdi thuang hieu ciia thi he tre ke tiep Cdng ty cung du djnh tham gia mot sd chuang trinh tren cac kenh giai tri ciia Dai Truyen hinh Viet Nam bang each tai trg trang phuc cho ngudi dan chuang trinh va cac boat ddng mang tinh cdng ddng De tao dung hinh anh tai thi truang nude, Cdng ty se td chirc mdt chuang trinh thdi trang vao cudi nam 2007, vai su tham gia ciia mdt nhirng nha thilt kl thdi trang hang dau cua Viet Nam cimg sir tai trg ciia cac ddi tac va ban hang nude ngoai Dau nam 2009, Cdng ty du djnh thue mdt cdng ty tu vIn dl xay dung mot chuang trinh marketing tdng the, khang djnh lai vj the cua thuang hieu Hd Guam va gidi thieu su ddi cua mot sd ITnh vuc kinh doanh mdi ma sap tai Cdng ty se tham gia 4.1.1.3 Chien luac nghien ciru vd phdt trien Cdng ty se dau tu nang cao nang lire ciia ddi ngii thiet ke Cdng ty, ddng thdi ket hgp vdi viec mua ban quyen thiet ke de tao sir da dang, phong phu ve kieu dang va mau ma, nham nang cao gia tri cua cac dan hang xuat khau true tiep ciing nhu dap ung nhu cau cua thj trudng ndi dja De nang cao nang lire thiet ke, Cdng ty cd the se thue nha thiet ke nude ngoai vl lam viec tai Cdng ty hoac dua nhan vien thiet ke di dao tao Cac hang ndi tieng ma Cdng ty du djnh mua ban quyen thiet ke hoac hgp tac xay dung thuang hieu la Tchibo (Dire) va Calvin Klein (My) 4.1.1.4 Chiin luac ngudn nhdn luc Cdng ty tap trung vao ba ngudn nhan lire chinh, mdt la ddi ngu nhan vien vira tdt nghiep, se dugc dao tao tren cdng viec tai Cdng ty, thir hai la ddi ngii nhan vien cd kinh nghiem lam viec tai cac Cdng ty ciing nganh ciia nude ngoai tai Viet Nam hoac nude ngoai nhu Han Qudc, Hdng Kdng, Philippines va Thai Lan, cudi cimg la cac chuyen gia ngudi nude ngoai Chinh sach dao tao ciia Cdng ty la dao tao tai cho, mdi chuyen gia nude ngoai vl 64 giang day Cdng ty ciing se tilp tuc chuang trinh xay dung va phat triln thi he quan ly kl can Ban lanh dao se tuyin chgn cac sinh vien mdi tdt nghiep d cac trudng Dai hgc uy tin vdi tich cao va cd nang lire dl true tilp kem cap ddi ngu quan ly tuang lai Hien ddi ngu quan ly ciia Cdng ty vdi tudi dai kha tre ( 28-35 tudi) va nang ddng, ludn san sang vai nhirng thach thirc mdi Tre boa ddi ngu quan ly cung la mot djnh hudng ve nhan su ciia Cdng ty dac thii cua nganh hang ludn d n nhirng y tudng mdi Chinh sach luang cua Cdng ty se vSn tilp tuc tri d miic cao nhIt toan nganh nhu hien (ty le tra luang 41%, so vdi May Viet Tiln a miic 45%) Vi Cdng ty cd mdt chinh sach dai ngd nhan vien hgp ly nen sd lugng va chit lugng lao ddng kha dn dinh Cdng ty se van tri chinh sach uu dai ddi vdi cac can bd cot can, cdng nhan vien dugc chia lgi nhuan thdng qua viec lap sd tiet kiem cho nhan vien de bg yen tam lao ddng Cdng ty cung tao dieu kien giiip nhan vien cac su kien trgng dai ciia hg nhu ma chay, cudi hdi 4.1.2 Chien luo'c kinh doanh Cac dan hang cua Cdng ty lay tir nhung ngudn sau: tir website ciia Hiep hdi det may tir van phdng dai dien cua TCT det may, tir sir gidi thieu cua cac ban hang, ddi tac Nhung hdi nghi va triln lam ve det may va phu lieu nude ciing nhu qudc te cung la nai Cdng ty tim kilm dugc nhiing khach hang Idn, nhung ddi tac tin cay Do du doan diing xu huang thai trang va sir nhanh nhay vdi thj trudng cua Ban lanh dao Cdng ty ludn cd sir chuin bi trudc vl may mdc chuyen dung de cd dan hang mdi vl chi mdt minh Cdng ty cd kha nang dap ung dugc, de dang triing than vai gia dua khdng phai la thip, tham chi cao ban nhieu so vai ddi thii Mot thi manh cua Cdng ty la chuyen san xult hang tre em, day la mat hang cau ky nhieu chi tilt, nhilu cdng doan, va d n cd nhimg may mdc chuyen dung Ddi vdi mat hang cdng ty gin nhu dan dIu vl doanh sd xuat khau 65 Cdng ty cung du djnh phat triln trang web cua cdng ty nai cung d p thdng tin tim kilm ddi tac, ban hang, quang ba thuang hieu va giao dich thuang mai true tuyln Tuy nhien, viec ddi hdi dau tu nhilu vl thdi gian va tiln bac, dac biet la phai cd dugc ddi ngii IT phu trach tri va phat triln web Cdng ty da cd nhirng quylt dinh dIu tu diing liic tai Hung Yen, Hai Phdng va Ha Tay cac dja phuang cd nhirng chinh sach uu dai hit sire ddi vdi cac nha dIu tu nhu gia thue dat re, chi phi thap, lai suat vay thap Cdng ty da trd ngudi di dIu viec md rgng quy md, xay dung xi nghiep a cac dja phuang Ngoai viec md rgng bIng each xay dimg them cac xi nghiep, boat ddng mua lai va vuc day boat ddng san xult kinh doanh ciia mdt sd cdng ty may mac tren da pha san ciing la mdt hudng di chien luge ciia Cdng ty San pham ciia Cdng ty chii yeu huang den nhdm khach hang cu trii tai cac dd thi cd miic thu nhap trung binh kha trd len, khach hang chii yeu ciia cdng ty la phu nu, tre em va thieu nien Rieng san pham xuat khau va gia cdng xuat khau, hang tre em chiem tdi 65%, chii yeu xuat khau sang Phap, cac nude Chau Au, va My; 35% edn lai la cac mat hang danh cho thieu nien Cdng ty lira chgn chiln luge chi phi dan dau (chi phi thap), td chirc san xuat kinh doanh vai quy md lan va tap trung; xay dung dinh miic nguyen phu lieu, nhien lieu sat vdi thirc tl, ban chi lang phi va tdn kho, sii dung cho cac dan hang khac cd tinh Uang thira nguyen vat lieu Toe quay vdng vdn dIu tu nhanh, vdng quay ngan, day nhanh khau hao, chi phi vdn thIp vi dugc hudng uu dai dIu tu Sau tra bet ng vay, Cdng ty cd du nang lire dl vua san xult hang gia thIp canh tranh, vira phat triln dugc nhdm hang gia cao da dugc dIu tu cdng nghe mai Cac mat hang chi phi thIp va sd lugng Idn se duge chuyen din vl cac xi nghiep each xa trung tam, nhimg ndi nhu Ha Ndi, Hung Yen se duge tu ddng hoa dl chuyen san xult hang gia trj cao vdi so lugng it It nhIt vdng nam nam tdi Cdng ty se van tan dung dugc Igi the 66 Mac dii, Cdng ty van tri sir khac biet hoa so vdi cac ddi thii canh tranh ciing nganh, nhung ro rang theo dudi mot chiln luge kinh doanh kit hgp thi Cdng ty van nghieng ve chi phi thap, it nhat la vdng nam nam tdi 4.1.3 Chien luuc cap cong ty Cdng ty khdng tap trung vao mdt nganh nhIt, coi ITnh vuc kinh doanh may mac la diem tira de da dang hoa nganh nghi kinh doanh: • Bit dgng san: Trung tam thuang mai, khdi van phdng cho thul, du tinh nam 2009 se di vao boat ddng; • Giao due dao tao: Xay dung truang tu thuc, trudng mam non, tieu chuIn qudc tl hgp tac vdi cac ddi tac nude ngoai nhu Tiep hoac Dire; • Du Ijch, giai tri: Xay dung Khu du Ijch nghi dudng cho ngudi cao tudi, khu vui chai giai tri cho gidi tre Ngoai viec da dang hoa khach hang, ma rgng thj truang, va da dang boa san pham Cdng ty cd chien luge se mua lai va vuc day nhirng doanh nghiep dang ben bd vuc pha san Hien nay, Cdng ty da mua lai va dirng quan ly dieu hanh cdng ty may la Chien Thang, Thanh Ddng va Bac Can Din nam 2008, Cdng ty du dinh se chuyin tir md hinh Cdng ty CP len md hinh tap doan kinh te ciia Viet Nam 4.1.4 Chien luac canh tranh Tren thi truang ndi dia, vi san phIm ciia Cdng ty tap trung vao phu nir va tre em nen Cdng ty khdng gap sir canh tranh true tilp tir cac doi thu manh la cac doanh nghiep may mac hang dIu Viet Nam - da so tap trung vao nhdm khach hang nam giai va tang lop nien Nhung Cdng ty ciing gap phai sir canh tranh ciia cac ddi thii nho le tir Trung Qudc Thai Lan gia re va kieu dang phong phii Cdng ty cung cd chiln luge da dang boa cac nhdm san phIm tir hang tre em cac loai, den hang thai trang, hang cdng sd, hang vest, mang-td danh cho phu nir 67 Cac san phIm ciia Cdng ty thugc nhdm hang gia re, de tham nhap thj truang Vao cac dip dac biet, Cdng ty cung cd chinh sach giam gia, ly hang tdn kho Hang nam tir thang din thang la thdi diem miia vu, liic chi phi gia cao ban, keo theo gia ban cung tang Thai diem rai vao miia he, nhiet rIt cao, cdng nhan vien dugc hudng nhirng chinh sach uu dai nhu tiln bdi duang, kich thudng, phat ddng thi dua vi phai lam hang miia ddng giij-a miia he Cac thang edn lai nam, khdng phai thdi dilm miia vu, Cdng ty chu yeu tri a miic du bii dip chi phi Cdng ty cd trang bj phan mem de cd thi giii bao cao len d p tren trudc 21 h vl tinh hinh san xuat, cat may, ddng gdi, hoan thien, tren ca sd dd, can bd ke hoach se theo ddi tiln va soat lai cdng viec Khi cd van de xay ra, cac xi nghiep cd the hd trg lan Khi dan hang ve den Cdng ty, can bd ke hoach se can ddi, can cii vao nang lire va thiet bi ddi hdi de thuc hien dan hang, can bg se phan bd va lap ke hoach san xuat cho timg xi nghiep 4.1.5 Chien luoc hoi nhap Chien luge xudt khdu Hien nay, san phIm ciia Cdng ty cd mat tren 50 nude, cac thi trudng xuat khau chinh cua la My, Nam My, Chau Au (Dire, Phap, Anh ), Chau A (Nhat, Han Qudc, Dai Loan, Hdng Kdng ) Chiln luge ciia Cdng ty la tri cac thj trudng truyin thdng va phat trien them cac thi truang mai, cac ban hang va ddi tac mdi Trong nhiing nam tdi, Cdng ty se hudng tdi tang xult khIu nhiing mat hang cd gia tri cao va tap trung han nira vao thj trudng ndi dja Chiin luge lap chi nhanh, vdn phong dgi dien, hgp tdc nuac ngoai Trong thai gian tai, Cdng ty cd du djnh se lap chi nhanh va van phdng dai dien d nuac ngoai Tuy nhien, viec lap la chiln luge dai ban Trong ngan ban Cdng ty da cdng tac vai cac ddi tac nuac ngoai, dk phat triln them hoat ddng kinh doanh d nude ngoai Hien gia, cdng ty da cd ddi tac chiln luge d cac nude nhu Hdng Kdng, Han Qudc, sip tai cd thi hgp tac vai mdt sd doi tac a cac nude Chau Au khac 68 4.2 long ket djnh huotig phat trien chien luuc ciia Cong ty c6 phIn may H6 Guom 4.2.1 Muc tieu chung Phat triln Cdng ty mot nam Doanh nghiep may mac hang dIu Viet nam la mui nhgn vl xult khIu; thoa man cang cao nhu d u tieu diing nude; phat trien bin viing, dn dinh viec lam va tang thu nhap cho ngudi lao ddng; nang cao kha nang canh tranh, hdi nhap virng chae kinh te khu vuc va thi gidi 4.2.2 Muc tieu chien luac ciia cong ty • Con nguai la yeu td quyet dinh den cdng cua doanh nghiep, tap trung vao dao tao va thu hiit nguai gidi; • Dau tu trang thiet bj hien dai, cdng nghe cao, ky thuat tien tien, trinh chuyen mdn hoa cao, cai tien he thdng quan ly san xuat va quan ly chat lugng; • Ap dung cac bien phap tiet kiem nham tang nhanh nang suat lao ddng, giam gia san xult va nang cao tinh canh tranh ciia san pham tren thi truang nude va the gidi 69 4.2.3 Djnh huong phat triln theo tirng giai doan Giai doan Muc tieu Tiep tuc ma rgng boat ddng san xuat, kinh doanh: 2007 Xay dung mdt nha may mdi tai KCN Qudc Oai - Ha Tay vdi dien tich dIt 3.000M^ dien tich khu nha sd la 5.800M^ chuyen san xuat hang thdi trang cao cap vdi sd lao ddng du kien la 1000 ngudi - Mua lai mdt sd cdng ty may mac khac (May Chien Thang, May BIC Can, May Thanh Ddng) Tiep tuc dau tu chieu sau vao cdng nghe va nguai 2007-2010 Xay dung va phat triln thuang hieu cdng ty Phat triln ITnh vuc mdi: dIu tu kinh doanh sieu thj va van phdng cho thue - Trung tam Thuang mai Hd Guam, tai Mo Lao Ha Ddng, dien tich dIt 12.000M^ dien tich xay dirng 4.300M^ vdi 16 tang noi va2 tangngam Tu ddng boa nganh may 2010-2012 Tilp tuc dIu tu va phat triln cac ITnh vuc kinh doanh mdi - DIU tu kinh doanh ITnh vuc giao due - DIU tu kinh doanh ITnh vuc vui chai, giai tri Chuyen len md hinh tap doan kinh tl ciia Viet Nam Phu luc - Gioi thieu ve Cong ty c5 phan may Ho Guam HO GUOM GARMENT JOINT STOCK COMPANY Profile nam : HOGUOM GARMENT JOINT STOCK COMPANY 201 Tniong Dinh Sir,- Hoangmai distrist, Ha Noi -Viel Nam •Telephone 84-4 6622574/6622021/6621342/6620924/6622227 : 84-46621111 • Fax -E-mil iTOho2uonirahn.vnn.\n:clnilig010()lini(ahn.\nn.vn - VJebsile httg://www.hoguom,com.vn -kthonied person Mrs NINH TY - President & General Director • Bminess nature Garment •harojestablihienl :1992 Joint stock •Comdany status CONG TY CO PHfiN MfiY HO QaOM HO GUOM GARMENT JOINT STOCK COMPANY (HORSCO) 5i % tOFFICE : 201 TRUONG D.NH STR- HOANG^4A O.ST • *^'f^*^ *Tfil: 84-4-6622574/6624559/6620924 ' F a K : » * - e W " ^ • n.wnn.vn ' W e M ^ ^ "ff^ 71 Hinh 14: Mot so hinh anh cua cong t> Cong nhan lam viec tai xuung 72 Trung tam thuang mai Ho Guam 73 Phu luc - Bao cao ket qua hoat dong kinh doanh 10 nam Ke tu tien hanh chuyen ddi tu doanh nghiep nha nude sang cdng ty cd phIn duge Bd Cdng nghiep phe duyet thang 01 nam 2000, cdng ty da cd nhung bude phat trien nhanh chdng San phIm may Hd Guam da din chilm ITnh dugc nhijng thi trudng khd tinh nhu My, Nhat va chau Au Tu nam 2001 din nay, xult khIu sang My chilm 70% tdng doanh thu xuat khau ciia cdng ty Cdng ty da dau tu ma rgng quy md san xuat cac tinh lan can, cu thi la ba xi nghiep may a Hung Yen (2000) vai 1.500 can bd cdng nhan vien va 1.100 may may cdng nghiep, hai xi nghiep tai Hai Phdng (2003) vdi 1000 can bd cdng nhan vien va 700 may may hien dai Tdng doanh thu xuat khau nam 2003 dat ban trieu USD; nam 2004 xap xi 13,6 trieu USD, va den nam 2005 xuat khau ciia cdng ty dat gan 20 trieu USD Trong nhijng nam tdi, muc tieu dl la doanh thu xuat khau se tang mdi nam them tir 7-10 trieuUSD Nam 2006, Cdng ty da mua lai Cdng ty cd phIn may Chien Thang Nam 2007, Cdng ty dua vao van hanh mot nha may mdi d Ha Tay Ddng thdi vdi viec md rgng san xuat Trong nam 2007, cdng ty cung mua lai va quan ly cdng ty Thanh Ddng va BIC Can Va tuang lai, cdng ty du dinh se chuyin tu md hinh Cdng ty cd phan len md hinh tap doan kinh te ciia Viet Nam 74 ... LUAN VAN TOT NGHIEP PHAN TICK VA LlTA CHON CHIEN LlTOC PHAT TRIEN CHO • • • CONG TY CO PHAN MAY HO GlTOM GIAI DO AN 2007 - 2012 NINH THI TY IEMBA#3 THANG 05, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM... sach phat trien cho cdng ty cd phan may Ho Guam thdi gian tdi, tdi quyet dinh lira chgn de tai: "Phan tich va lira chgn chiln luge phat trien cho cdng ty cd phan may Ho Guam 2007- 2012" lam dl tai... cho Cdng ty cd ph4n may Hd ' Theo Bao cao ciia Thu truong Bo Cong nghiep Bui Xuan Khu tai cupc hop cua Hi?p hoi det may Chau A Thai Binh Duang 11 nu6c(nam 2006) guam giai doan nam tdi (2007- 2012)