- Nhirng mat yeu cua doanh nghiep the bie nd nhirng thieu sot hoac nhugc diem va
u Day manh cd phan hoa nhirng doanh nghiep may ma Nha nde khdng cIn nim giij
3.4 Tong hup va phan tich mo hinh SWOT
•>
Diem manh
• Dau tu manh dan
• Cdng nghe san xuat tien tien so vdi nganh • Quan ly nang ddng va giam thieu lang phi • Quy dIt rgng va a vj tri dia ly thuan lgi • Nang lire khac biet: cd kha nang dap img
cac dan hang tir dan chiec den hang trieu chiec.
Cuhoi
• Thj trudng tiem nang, nhu cau cao (Nhap khIu ciia My: 181 ty USD; Chau Au: 185 ty USD; Nhat: 90 ty USD, trong khi dd ca nganh mai xult dugc 6 ty USD)
• Chinh sach uu dai cua Nha nude, dia
Diem yeu
• Chua tap trung vao Marketing va xay dung thuang bieu
• Mang ludi phan phdi trong nude edn mdng
• Nang lire nghien ciiu va phat trien san pham mdi d mire thap
• Chua img dung dugc cdng nghe thdng tin vao boat ddng san xuat kinh doanh
Nguy cu
• Canh tranh gay gat tren thi trudng trong nude va qudc te
• Rao can bao hd san xuat trong nuac ciia cac qudc gia nhap khau det may (cac cdng cu phi thue
phuang vdi cac nganh truyen thdng, sir dung nhieu lao ddng
• Uy tin va chat lugng hang may mac Viet Nam da dugc khang dinh tren thj trudng (diing thii- 4 tren the gidi theo td chiic det may Chau Au danh gia)
• Kha nang tiep can cac kenh thdng tin vl thi truang nganh trong nude va tren thi gidi ngay cang cao
• Sir hd trg tich cue tu Hiep hdi det may trong nuac va cac td chiic qudc te cd lien quan trong viec thiet lap mang ludi quan he dgc nganh
quan, vu kien ban pha gia)
• Xuat hien nhieu khu vuc, nhilu quoc gia det may cd chi phi nhan cdng thap
CHirONG 4 - DE XUAT XAY D I T N G 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
ra
• 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, do dd san pham xult khIu thudng mang nhan mac ciia cac thuang hieu ndi tieng, ngudi tieu dung dii trong hay ngoai nude cung khdng nhan biet dugc do la san pham cua Viet Nam, va do 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 trong 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 trong viec xay dung va bao ve thuang hieu ma Ban lanh dao Cdng ty da thuc hien.
Cdng ty da di tien phong trong boat ddng d p ddng phuc mien phi nhan djp khai giang cho hoc sinh d p hai tai cac thanh phd, thj xa nhu Hung Yen, Nam Djnh, Ddng Hdi, Ha Ndi... 63
Chiln luge tap trung vao ting Icrp thanh thilu nien nay khdng chi tao dung hinh anh ciia Cdng ty ma con nudi dudng nhan thiic va Idng trung thanh 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 trong nude, Cdng ty se td chirc mdt chuang trinh thdi trang vao cudi nam 2007, vai su tham gia ciia mdt trong 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 ra 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 trong 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 thanh tich cao va cd nang lire dl true tilp kem cap thanh ddi ngu quan ly trong tuang lai. Hien nay 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 trong djnh hudng ve nhan su ciia Cdng ty do dac thii cua nganh hang ludn d n nhirng y tudng mdi. Chinh sach luang cua Cdng ty se vSn tilp tuc duy tri d miic cao nhIt trong toan nganh nhu
hien nay (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 duy 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 do nhan vien trong 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 trong 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 khi cd dan hang mdi vl. chi mdt minh Cdng ty cd kha nang dap ung dugc, de dang triing than vai gia dua ra 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 nay cdng ty gin nhu dan dIu vl doanh sd xuat khau.
Cdng ty cung du djnh phat triln trang web cua cdng ty thanh 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 nay ddi hdi dau tu nhilu vl thdi gian va tiln bac, dac biet la phai cd dugc ddi ngii IT phu trach duy tri va phat triln web.
Cdng ty da cd nhirng quylt dinh dIu tu diing liic tai Hung Yen, Hai Phdng va Ha Tay khi cac dja phuang nay 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 thanh ngudi di dIu trong 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 thanh 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 thanh 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 ngay cho cac dan hang khac khi cd tinh Uang thira nguyen vat lieu. Toe do quay vdng vdn dIu tu nhanh, vdng quay ngan, do day nhanh khau hao, chi phi vdn thIp vi dugc hudng uu dai dIu tu. Sau khi 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 trong vdng nam nam tdi Cdng ty se van tan dung dugc Igi the nay.
Mac dii, Cdng ty van duy tri sir khac biet hoa so vdi cac ddi thii canh tranh trong ciing nganh, nhung ro rang khi theo dudi mot chiln luge kinh doanh kit hgp nay thi Cdng ty van nghieng ve chi phi thap, it nhat la trong vdng nam nam tdi.
4.1.3 Chien luuc cap cong ty
Cdng ty khdng tap trung vao mdt nganh duy 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 ra quan ly dieu hanh 3 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 thanh 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.
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, thanh ly hang tdn kho. Hang nam tir thang 4 din thang 9 la thdi diem miia vu, liic nay chi phi gia thanh cao ban, keo theo gia ban cung tang. Thai diem nay rai vao miia he, nhiet do 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 trong nam, khdng phai thdi dilm miia vu, Cdng ty chu yeu duy 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 do va ra
soat lai cdng viec. Khi cd van de xay ra, cac xi nghiep cd the hd trg lan nhau. 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 nay 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 duy 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 thanh lap chi nhanh va van phdng dai dien d nuac ngoai. Tuy nhien, viec thanh lap nay 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.