MỤC LỤC
Usually, in every business, managers must analyze population structure on the basis of gender, age to segment and define target markets, must identify the actual needs of its commodities and based on it to decide the plan of product production and consumption of the enterprise. The shift of population from one region to another, from this locality to another is also factors affecting the operation of the strategic planning and policy of human resource management, market strategy and other supportive production and business strategies in available business space.
Classification from 1 to 4 for determinant factor of success to show how the current strategy of the company has weak response to these factors, of which 4 is a good response, 3 is response over average, 2 is average response and 1 is less response. The self-governing units (or profit centers) of an organization forms which called business investment portfolio.Khi parts of the organization compete in various industries, a separate strategy often must be developed for a business operation. Parts of many companies develop sequentially over time: dogs become question marks; question marks into stars; stars become cash cows and dogs and cash cows become so and keep moving counterclockwise of the clock.
In addition to the classification of strategies to establish the priority list, according to document there is only an analysis technique set to determine the relative attractiveness of feasible strategies which can be replaced.
ENGINEERING GROUP JOINT STOCK COMPANY has nearly 100 lines of other household and refrigeration products as meat grinders, blenders, food detoxify ozone jacuzzi, steam fan, pot electric rice. In which, household is considered the most distinctive product, as the long-term development strategy of the company. Vision: KANGAROO will become the leading company in the Southeast AsianVietnam in household industry in 2016.
Mission: With an aim of becoming a market leader, KANGAROO is committed to bring to the consumers a wide range of products with super technologies, quality and services that enhance life wellness and living conveniences.
- We have used 12 important criteria above to assess the correlation of forces between VIETNAM AUSTRALIA REFRIGERATION, ELECTRICAL EBGINEERING GROUP JOINT STOCK COMPANY with rivals at the same industry in the northern market, from which to perceive its strengths and weaknesses in order to find the appropriate solutions. This is a conundrum for KANGAROO in fighting against copyright stealing as household products, refrigeration & electrical appliances can not be always registered the copyright to launch a unique product, high quality, which requires the companies organization operating in this field investing largely for the idea, and it is not always successful. As the more difficult the production and business activities, the more enhancing and expressing the importance of activities for the survival and development of the enterprise This is reflected in the consensus, the united effort from leadership to staff, determination to overcome all difficulties.
Developing technique technology helps improve productivity, increase economic efficiency and reduce work time, increase leisure time and entertain to create source for activities of household, refrigeration & electrical appliances combined with Teambuilding development.
Research of operation regulation and charter, structure chart and business management organization structure of KANGAROO, we can find the company is operating under a quite tight mechanism, which is assigned responsibility definitely from the management board, to the director and to the advising department. Leadership team of the company is ones who have experience in the field of home appliances, refrigeration & electrical appliances, organization of activities and some business areas and that has helped the company always achieve certain and good growth business result. After reviewing the business data results of the company in 2009 and 2010 and balance sheet as at 31/12/2010 in appendix table (Table 3.5 and table 3.6), we can assess the current financial condition of KANGAROO relatively healthy, return on invesmtent (ROI) is relatively high with the average of 50% per year.
The company actively explores, contactsand advises clients in the selection of products and services of the company, and always monitoring carefully the implementation stage of commitments to the services supply contract, bringing the satisfaction that the customers have spent money, time and trust in the company.
First image in the market (the new brand identity set & brand. Strongdistribution system, especially home appliance supermarket. Investment in brand and image in the Middle & South has not been. Direct competition with products imported from China, Korea, Taiwan. Products fail to meet the diverse needs of the South people in design,. Distribution system has not deployed deeply & widely in the southern. Limitation in the ability to penetrate and export in the markets of. From the above factor analysis, using the SWOT matrix method, selecting the matching pairs. In the matrix, there is appearance of four groups of factors:. Strengths), Weaknesses, opportunities and threats. In particular, strengths and weaknesses are belonged to the enterprises' internal factors, and the opportunities, threats are belonged to the business environment factors. Positioning new products in niche segments of modern consumers, high income, popular gadgets & new features.
Banks tighten lending situation and high interest rates leading to competitiveness in the market reduces - payment - debt investment of customer is still low.
SELECTION OF BUSINESS STRATEGY IMPLEMENTATION MEASURES FOR VIETNAM AUSTRALIA REFRIGERATION,
The market has great potential for expanding the depth and length of the line of household products 3. SO strategy is strategy to take advantage of opportunities and strengths, known as the exploitation strategy of the potential abilities. WO strategy is strategy to take advantage of opportunities and overcome weaknesses, namely product strategy.
ST strategy is the strategy to take advantage of the strengths and overcome weaknesses, namely lower price.
WT strategy is strategy to overcome weaknesses and threats, called focus strategy on key factors.
SPACE matrix analysis
Positioning new products in niche segments of modern consumers, high income, preferring utilities & new. Banks tighten lending situation and high interest rates leading to competitiveness in the market reduces - payment - debt investment of customer is.
Up to the present time, not only exceeding the growth target, implementing well the state policy, but the group also ensures income, the priority policies, special offerings, caring for family life of staff, expansion of the production scale with the area of the factory up to 600,000 m2, commodity diversification and expansion of distribution channels throughout the region. In the development strategy by 2015, Kangaroo is going to expand its production with the factory of 600.000m2 in width in Vietnam wide to provide the domestic market and exporting to other countries in the region. Beginning of this collaboration, Kangaroo’s engineers will be sent to Fcubed Australia to exchange experiences and enhance their knowledge to operate equipment and technology solutions, taking advantage of technology of developed country to expand its.
Robert Pyman president of Fcubed said ''This is a considerable step for some commodity groups in the Vietnam market in general and Kangaroo in particular because the technology that we are owning is considered one of the most advanced technology in the world.
Also according to this agreement, Kangaroo-branded products will be distributed in Australia, a market is quite difficult and requires strict quality standards. This event has marked a solid foundation for Fcubed and Kangaroo to develop considerably in the future.''. - First solution: Penetrate in the domestic market further to implement strategy of exploiting the potential abilities.
Reason for proposing measures: Kangaroo’s products Company can be superior for products of other companies on Vietnam market on style and quality
Works should be done
-Should design English – Chinese Catalogue to promote when entering the regional countries and Catalogue for each nation. 3.000.000 USD Use leading reputable vendors of Vietnam or the nations that Kangaroo will be entering the market to design & implement POSM at the point of sale.
Period of measure implementation
Expected results after implementing the measure
Will do the same for the areas which have had many stores selling the products of other manufacturers. To find an agent for the company, the staff will come to the agents of building materials which has introduced on the company, product, price, form of business cooperation, discounts and other incentives of the company for agents. + In the remaining areas, to open stores, the company will choose the area to focus on many stores of building materials, rent the plan, lease sales staff.
- Step 3: Return to the locality, search, negotiate, sign the contract of opening Agent, find places to open stores, hire managers and sales.
+ For the provinces in the central region, in the short term will only find the dealers. After some time, will study and adjust to organize the particular sales system of the enterprise.
Reason for proposing measures: The company currently has hundreds of agents and stores in the provinces, cities and according to the expansion plan of the market which is presented above, the company will have a total of 600 agents and product showrooms throughout North, Central and South provinces. Promotional expansion solution not only attracts more customers to come to the products at the time of promotion, but also creates opportunities for customers to be aware of the advantages of product such as quality, price, type design, leading to create impression about product for consumers.
The reason of measure implementation: At present, people's living standards increases markedly, consumption of high-end electronic refrigeration products are concerned very much by the families as well as the young people. The development and positioning of the business brand, professional workplace is important not only for business operation, customer awareness, but also creates confidence, the inspiration for good employers in the market as wanting to participate in the company. The corporate leaders will give them attractive offers about income, and be committed to create opportunities for career development of present individuals and will hold management positions in each development stage of the company.
A number of talented people with professional experience, and are ones who are able to stick together and develop lasting with VIETNAM AUSTRALIA REFRIGERATION, ELECTRICAL ENGINEERING GROUP JOINT STOCK COMPANY, the management is willing to let them participate in contribution and management of the company, facilitating change position of staff from employee to employer, then they will do their best work and results will be good, quality, more effective.
For well sold goods, the company often collects debts before the deadline or due date to ensure financial resources which are always flexible and efficient as well as ensuring its payment ability which is often high. The company will note for customers who are often deferred and necessary measures to deal with them. With initial capital plus more short-term loan in the fund, the inventory over the years is reasonable.
Because most Vietnam Australia products are imported the fluctuations in exchange rates will affect partly the company’s profitability.
CONCLUSION