Mẫu slide business plan 2016

Analysis: THREATS• Obstacles: – Low price of the replaces such as Esso, Iran, PLC… – Esso drums packing N.W 154 kg/drum to make some customers confuse.. MARKET-SHARE OF SHELL DRUMMED BIT

BUSINESS PLAN – 2016

Exclusive Distributor of Shell Biutmen in drum in Vietnam

Analysis: STRENGTHENS

• Business advantages

– Reputable Shell brand

– Best & Consistent quality

– Believable company

Analysis: STRENGTHENS

• Core competencies

– Consistent good quality

– Service: quick and flexible; clean and legal

– Supported by Shell supplier (price,

loadings )

Analysis: STRENGTHENS

• Market segments

– Participate in most key projects in VN

– Be known well by employers and contractors– Already be at the biggest markets: Mekong

Delta, Highland

– Keep long-term customers thanks to Tin

Thinh’s reputation, price policy, bitumen

quality…

Analysis: WEAKNESSES

• Poorly-doings:

– Much higher price (than other brands)

– Extra quantity as customers' requirements

Analysis: OPPORTUNITIES

– When becomes the Distributor, will:

1/ use legally all tools for advertizing the product on media widely;

2/ officially to be approved by the employers

in order to participate in some important domestic and international projects

– Small orders (less than 20 tons).

Analysis: THREATS

• Obstacles:

– Low price of the replaces such as Esso, Iran, PLC…

– Esso drums packing N.W 154 kg/drum

to make some customers confuse

– Fake Shell Bitumen

– Fake documents of quality (C/O, SGS, Test in VN)

Analysis: THREATS

• Competitors:

– Vietnamese traders major in Esso, Iran, PLC…., esp local drumming painted the trade mark: Made in Singapore

– Some Iranians open their own companies in Vietnam to import directly

– Easy and unsafe payment offered by the traders in bulk and in other drummed brands

Analysis: THREATS

• Negative local economic conditions:

– Lack of money for the infrastructure projects

– Most key road projects already finished

in 2015

Analysis: THREATS

• Government regulation (MOT):

– Processes to control bitumen quality more severely required: take samples for lab, transport to site, storage…(steel for drums.)

– Capability documents for the bitumen supplier/distributor must be approved by the employer, consultant…(the Exclusive Distributor Certificate is very important)

Analysis: THREATS

• Changing business climate:

– Local policy of foreign currency

– Increasing port charges and storage

fees

– Transportation problems (weight,

charges, safety…)

Analysis: THREATS

• Vulnerabilities:

– Some local traders  just take quality documents of Shell’s for volumes of other brands

– Shell’s current solution to have one distributor in VN  hopefully limits the unfair competition

MARKET-SHARE OF SHELL DRUMMED BITUMEN

IN VIETNAM

• WHO ARE CUSTOMERS OF DRUMMED BITUMEN IN VIETNAM ?

• WHO ARE CUSTOMERS OF SHELL DRUMMED BITUMEN IN

VIETNAM?

• POTENTIAL MARKETS

• ADVANTAGES OF TIN THINH'S MARKET-SHARE

• STRATEGY IN 2016 AND DETAILED MARKETS

2012-2015 Bitumen Imported Volume in Vietnam

–The projects/stages are required to sprinkle bitumen – Small quantity for sprinkling or/and paving

– The sites are far and just able to transport materials to

• Be required to use good quality bitumen

• Loyal customers due to the economic benefits from using Shell’s

• Believe the Shell brand (for new customers)

• Find the long-term cooperation with the distributor

–All customers who have been using drummed bitumen are able to be Shell's if:

• Competitive price

• Sustainable good product (Quality, drums, packing, trade marks….)

– Long-time business – The large network of drummed bitumen sales in South and Highland/Center.

– Before 2014, 2 main markets

of Highland and Mekong Delta with the rather different weather between them at the same time in some months a year:

June-– From 2014  big system of agents and partners from the North to the South.

– Serving for most of Shell drummed bitumen end-users – Highly attention to the

"difficult" customers  make

a spread all over to other users

What are the key marketing tools of Tin Thinh?

- Traditional marketing tools: Networks of agents, to-face, telephone,

Face Modern methods:

- Marketing Online: owned more than 100 best Vietnamese domains and explored effectively 20

- Using Google Awards (See the slides below.)

- Using Project Information Supplier BCIAsia: website:http://www.bciasia.com/ meeting and

Distinguish Shell Bitumen and Esso in drums

Specimen of quality documents of Shell Drummed Bitumen distributed by Tin Thinh

MARKET SUMMARY OF DRUMMED BITUMEN

IN 2015 IN VIETNAM

BRANDS QUANTITY (TON) AVERAGE UNIT PRICE

CIF VIETNAM (USD)

SHELL QUANTITY (TON) AVERAGE UNIT PRICE

CIF VIETNAM (USD)

Total: 90.418 tons

What has happened to drummed bitumen market

• Esso has not been accepted by customers (due

to its packing 154 kg/drum)

• The differrence of price bet Shell and Iran is

203 USD/ton

What has happened to drummed bitumen market

• Procedures to make payment

• Reputation of the contractors

What has happened to drummed bitumen market

in VN in 2015 ? (Cont’d)

3 There has been no any traders who really

try their best to invest and follow the Shell Bitumen brand for at least last 5 years

 Shell brand has been forgotten and the

users change their habit of consumption!

4 Local drumming from a part of bitumen in

bulk  pull the price down much!

Market Outlook in 2016

 Politics:

 Stable attract the capital from foreign investors

 Market demand:

 No more big projects

 Some highways just begin in 2016

 Source of capital:

 From the State: Lack for the projects in 2016

 From Private Sectors(BT, BOT): stoped loaning

 Expected target: 14 kt in 2016

 Increase the Shell Bitumen market-shares by attracting other brands' customers by:

 Best Price

 Distributorship  Easily access the key projects; prevent fake products

STRATEGIES IN

2016

STRATEGIES IN

2016

 Communication strategies:

 Advertising (online, websites…)

 Shell Bitumen souvenirs openers, hats, t-shirts, overalls)

(drum- PR made by Shell Singapore in Vietnam  sponsor for some competitions, champions

 Co-marketing arrangements with other Shell products

DETAILED MARKET IN 2016

Total: 14.000 tons

AREA (Basing on the highest

volumes at the top)

Competitor brands WHOLE

YEAR (ton)

Mekong Delta (From

Highland (including Lam

South ( From Dong Nai

to HCMC)

Center (From Quang

North (the provinces

from Danang to the

North)

CHART OF MARKET- SHARE

AREA (Basing on the highest

volumes at the top)

SALES VOLUMES IN MONTHS Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Mekong Delta (From Long

An to the South) 500 200 350 350 450 250 200 150 200 500 600 700Highland (including Lam

TOTAL 1300 600 800 1500 1300 800 700 700 1100 1400 1800 2000

MEKONG DELTA

HIGHLAND (Including LAM DONG)

SOUTH

AGENTS AND END-USERS (%) Thong Thuan Phat Co

(Tay Ninh) 10%

AGENTS AND END-USERS (%) Thai Binh Co

(Ba Ria-Vung Tau) 10%

AGENTS AND END-USERS (%) END-USERS

South (From Dong Nai to HCMC)

Total volumes: 2.150 ton

Center (From Quang Ngai to Binh Thuan)

Total volumes: 2.550 ton

AGENTS AND END-USERS (%) VIETRACIMEX (Danang)

AGENTS AND END-USERS (%) Trieu Phat Co (Quang Ngai)

AGENTS AND END-USERS (%) Thanh Phat Co (Quang Ngai)

AGENTS AND END-USERS (%) Dong A Corp (Binh Dinh)

AGENTS AND END-USERS (%) Duc Khoa Co (Nha Trang)

AGENTS AND END-USERS (%) Hiep Thanh Phat Co.

(Phu Yen) AGENTS AND END-USERS (%) END-USERS (Tin Thinh will directly supply)

AGENTS AND END-USERS (%) BacTrungNam Co.

(Hai Phong) 40%

AGENTS AND END-USERS AGENTS AND END-USERS

AGENTS AND END-USERS

North (from Danang to the North)

Total volumes: 400 ton