Phân tích SWOT và một thành phần trong merketing hỗn hợp của công ty cổ phần cao su sao vàng en

PHÂN TÍCH SWOT VÀ MỘT THÀNH PHẦN TRONG MERKETING HỖN HỢP CỦA CÔNG TY CỔ PHẦN CAO SU SAO VÀNG In this topic, I would like SWOT analysis and a component in the mixture Marketing of Golden Star Rubber Joint Stock Company TABLE OF CONTENTS Contents I - Introduction to Business: Company Market orientation and product development II – Analysis of external environment: Macro environment analysis Analyzing the industry environment III – Analysis of internal environment: IV – Marketing mix Products V - Conclusion: References Page 3 4 8 11 11 Duong Thi Kim Binh CONTENTS I - Introduction to Business: Company: Company Name: Sao Vang Rubber Joint Stock Company (SRC) Address: 231 Nguyen Trai – Thanh xuan - Ha Noi Charter capital: 162 billion VND Scope of activities: Sao Vang Rubber Joint Stock Company is one of three Company produced rubber products under the Vietnam National Chemical Corporation and is one tire manufacturer in Vietnam SRC branded products of the company is always in the news consumer use, and also exported to countries in the region and the world Sao Vang Rubber Joint Stock Company, formerly known as Sao Vang Rubber plant now under Vietnam National Chemical Corporation, was established on 05.23.1960, headquartered at 231 Nguyen Trai Street, Thanh Xuan, Hanoi On 03/4/2006, the company was converted into Sao Vang Rubber Joint Stock Company, the State owns 51% Main products of our company are production and business items made from rubber to meet the needs of domestic consumption and export The company's products more reputable in the market, many years was chosen as the quality of Vietnam, was awarded many gold medals at the public exhibitions and fairs In late 1999, the company was granted ISO 9001 certification on quality management, which can be viewed as a "passport" that allows companies reaching out to new markets both at home and abroad To date the company has branches, over 300 dealers, the point of consumption in the country Company's products are constantly being improved models, improve quality, diversify to meet the tastes of consumers In recent years, the company has invested renewal machinery, successfully made a number of major brand products on the market: tire civil aircraft TU134 (990 * 305), tire machine MIG aircraft defense (800 * 200), heavy tires Besides the company also paid attention to the training and retraining of human resources rationally, strengthen the management Therefore the company has achieved very positive results, increasing profit, increasing Duong Thi Kim Binh incomes for workers and employees and reputation products has been confirmed on the market Market orientation and product development Vietnam is a developing country, is striving to become an industrialized country by 2020 with the long-term plan, including projects to develop transport infrastructure This creates opportunities for the manufacturing unit of domestic automobile tires also create major challenges: production tire Radian is what the tire manufacturers are targeting large automobile Sao Vang Rubber Joint Stock Company in that trend With the advantage of the leading tire manufacturers in Vietnam, the company invest in production-oriented tires and trucks full radian mild steel (PCR) to meet the needs of export markets and the world To meet the development needs of society, with the orientation of offers Vietnamese advantages products society, we can say is kind of automobile tires consumer products highly social nature, in the sense it also reflects the level of economic development and the advancement of industrial production Current on the market outside products of the foreign enterprises, domestic had some enterprises ongoing investment in production expansion the radial to meet part of the market demand Increased competition but also a good sign for the development of the introduction of advanced technology to Vietnam market II – Analysis of external environment: Macro environment analysis: a Economic and political factors: - Is the radial tire suitable for all cars currently on the market: passenger cars, heavy trucks, light trucks - In recent years, projects of infrastructure development are Government particularly interested in investment, many highway projects are implemented simultaneously showed that in the next 5-10 years the transport system would better than current, so the demand for radial tires will increase, this is inevitable - Vietnam has a source of natural rubber is great advantage in supplying raw materials - allowing to make products more competitive prices and will help reduce the export of raw materials as advocated by the Government b The socio-cultural factors Duong Thi Kim Binh - The economic development in recent years created a class of high-income population; the basic daily needs have been met should the requirements for increasingly high life, the movement also moves requires commensurate quality - The updated information on technology, life in the world make equipped with the trend of modern furniture for living in the household -> demand for transportation convenience and safety - Awareness of energy use, reduce cost -> investment demand savings products, secure have many Vietnamese advantages - Following the policy of the Government on the residential stretch in major cities throughout the country, most residential remote centers -> demand for personal vehicles facilitate the movement growing c The elements of technology - The breakthrough in techniques and methods, technology in the era of development: the ability to integrate multiple applications in a Vietnamese advantages product - Since the seventies of last century China had made radial tires on the basis of purchased equipment in many countries of the world, the process of testing to mass production has integrated the advantages of multiple different companies and has "China goods" radial tire technology China currently has 300 enterprises manufacturing automobile tires, of which 32 enterprises producing radial tires Learn, survey actual shows learning experience of Chinese radial tires with high feasibility, China consultants ready to contribute capital investment in technological know-how, consulting during project planning, consultation selection of equipment and directly involved in the process of administration and management of production until the product meets quality requirements, helping to avoid rate of a high defective products, materials and great loss, product quality unstable thereby reducing many material losses, and when the products meet international quality standards are ready to order tires for sale in the global distribution network So should guide all steel radial tire manufacturing technology to China d The market characteristics - According to incomplete survey, over domestic market 90% car tires and light truck tires and 100% heavy truck and using bus radial tires imported most Buss and car truck moved using radial tire instead of inner tubes Radial tire market share Duong Thi Kim Binh entirely by the hands of foreign companies The product can be sold for internal and external quality of the conviction would expect carriers and consumers nationwide - According to a forecast of Ford Vietnam, designed by the Company of Chemical Industry quoting, forecasting demand for radial tires in Vietnam to 2020 as follows: Unit: thousand tires Means Year 2009 Year 2010 (Tire PCR) Cars, light trucks 1.775 2.347 … Year 2020 4.580 Speed product using up the average of 30% / year Analyzing the industry environment Figure 1: Model of Michael Porter's five forces Potential rivals Threat of competition has not yet appeared The industry competitive Customers, Supplier Negotiating power Competition among Negotiating power distributors businesses is available on the market The challenge of the product or service replacement Substitutes Supplier Factory is located in the Thai Binh, is located conveniently close to highway, ports (Haiphong), so the supply of raw materials in the country are favorable Customers Customers are organizations and individuals with good liquidity but high demand for quality products and services before and after sales, warranty service and support when using Pressure from potential rivals Duong Thi Kim Binh This product has been used widely in the international market So there are many suppliers with the advantage of quality of products uniform will be ready the market when is still untapped potential Competitive pressures substitutes: no Competitive pressures the industry: current, market sectors competitors following: a DRC: Da Nang Rubber Joint Stock Company: - Formerly the factory tires covered by the U.S military, now DRC, there was continuous development process more than 35 years - DRC is market share of large truck tires in Vietnam Prepare investment in the new plant production truck tire radial steel father capacity of 600,000 tires / year Radial tires of DRC products only for heavy truck rim size> 20 " b CSM: Southern Rubber Joint Stock Company: - Establishment: 04/19/1976 The main products are bicycle tires, engineering rubber tubes, automobile tires and motorcycle tires - In 2005, CASUMINA continued investment a factory full steel radial tires This is the first tire manufacturer in Vietnam used for trucks, passenger long-distance running - CASUMINA produces product line radial tires for passenger cars and light trucks, but the current capacity of CSM only meet the 30% needs of this market This is a competition that business needs attention III – Analysis of internal environment: Figure shows the elements inside and outside the impact of SRC-selling opportunities Figure SWOT model of SRC Factors Strengths Weaknesses inside Management Management experience in manufacturing and trading in Offers Human Resources rubber products on a large scale High quality, flexible products for Higher prices of traditional each specific market products from more Vietnamese Excellent human resources, advanced features Have additional training in adapting to new technologies accessing new technologies Duong Thi Kim Binh Finance Strong working capital by backed corporate and shareholder wealth potential Production Research and Development Ability and experience in the manufacture of rubber products Experience in the manufacture of rubber products of high technology External Opportunities Challenge factors Customers Having a steady income, are Customer requirements for willing to pay for the Vietnamese quality products and services advantages Technology before and after sales high The potential market, competition Manufacturers of domestic and foreign is also involved markets is not high High-tech, integrated many Economics Vietnamese advantages Target users are organizations and Competition individuals are willing to pay for the advantages Vietnamese products IV – Marketing mix In this topic I would like to analyze a components in the Marketing mix of Sao Vang Rubber Joint Stock Company is: Products Products: Radial structure consists of the following basic components: - Floor pulse delay of layers of rubber coated steel cord, direction steel wire to create small-angle (100-300) with a circumference of the tire, making it very rigid, anti tire deformation when changing direction of motion, thereby reducing the internal heat ; - Outside the delayed pulse storey steel frame class action against the expansion of the tire by centrifugal force generated during high-speed vehicles; Duong Thi Kim Binh - Front tire is a direct contact the road surface with flowers is calculated tires design ensure grip, drive, easy to separate foreign material from grooves flower the tire operation, while ensuring noise no excess standards for permit; - Sidewall slim design bending resistance so good folding tire stability, better traction and less tire wear of bias, so the driver is softer; - The rubber lining (Innerliner) are particularly important part of tubeless tires, creating tightness to prevent escape tires of compressed air when inflated Figure The structure of tubeless radial tires Notes: 1: Class pulse delay; 5: Waterproofing and gas; Duong Thi Kim Binh 2: The rubber running surface; 6: Tire heel region; 3: Radial tire itself cord layer; 7: Blades 4: Sidewall rubber layer; Radial tires by Michelin (France) research since 1903, launched the first time in 1949 Tire Radian just arrived in Vietnam about 13 years ago by a U.S import Camry car and a few label "capitalist" different, however due to the many outstanding advantages Vietnamese: low heat, fast heat dissipation , good damping, accelerationsensitive, high-performance brake that allows high-speed driving, but very stable, good abrasion resistance features, the run of high durability, which allows up again and again , in the next years this product is widely available, so far except for the large truck, almost no cars in the small car used tire inner tubes For tires with inner tubes in the operating conditions at high intensity, tire friction with the great increase of heat energy The main reason for the outer surface of the tube in contact with the surface of the tire will create friction and heat moving vehicle Therefore, the temperature will rise for both tires and inner tubes in operating conditions and load a long time The high temperature that causes aging and reduced life expectancy of tire inner tubes Meanwhile, the radial tire is made thicker tires but a class element to remove heat due to friction tubes Furthermore, the inside of the tire is coated with radian heat resistance and anti-air permeability that causes loss of tire slightly slower radians In terms of vehicles operating at high speed or tilt when cornering car tire structure of radial tires cheeks are designed to avoid the distortion will help vehicles operate more smoothly and more stable Research by leading firms such as Dunlop tires, Michelin has shown in some recent experiments that radial tires capable of fuel economy to 17% from tire inner tubes due to rolling resistance index and the small vibration as a unified block, made easy to achieve high accuracy The best case for risk is mainly due to tire stick nails and sharp objects With radial tires always nail lodged and losses steam little bit making the process slow down time enough to drive safely can master the situation In most cases, the driver that a tire can go to where the tire stick nails According to economic experts, the introduction of radial tires to consumers not only bring huge economic benefits for enterprises, but also increase the safety of transport, reduce traffic accidents , while reducing the amount of waste into the environment Duong Thi Kim Binh Radial tire products include the following sizes: - Tire children: the type CA406A, CA406L, CA406E - Light truck tires and passenger car: CA402L CA405M, CA402A V - Conclusion: Planning is one of the important tasks of those working in management If the business plan which helped the organization operating the Marketing Plan is the key to success Marketing plan I made for the radial tire brand SRC is a plan based on an assumed real product and market analysis practice in this area today It is the result of the learning process of the MBA Marketing subject by teachers teaching and students' experiences In fact, this plan can be Sao Vang Rubber JSC reference applied research It will help companies identify business opportunities and promising, while guiding our approach, capture and maintain the position and destroy the market in particular / REFERENCES MBA in hand - Marketing Topics of Charles D.Schewe and Alexander Watson Hiam Marketing Management (Marketing Management) by Philip Kotler The course material Marketing Management Articles on the internet Internal documents of the Sao Vang Rubber JSC 10 Duong Thi Kim Binh ... liquidity but high demand for quality products and services before and after sales, warranty service and support when using Pressure from potential rivals Duong Thi Kim Binh This product has been... market The challenge of the product or service replacement Substitutes Supplier Factory is located in the Thai Binh, is located conveniently close to highway, ports (Haiphong), so the supply of raw... development in recent years created a class of high-income population; the basic daily needs have been met should the requirements for increasingly high life, the movement also moves requires commensurate