phân tích SWOT cho hoạch định chiến lược của công ty cổ phần SXDVTM huy quang e

Phân tích SWOT Cho hoạch định chiến lược của Công ty Cổ phần SXDVTM Huy Quang I- General introduction: 1.1- Company introduction: Huy Quang Commercial Service and Manufacture Joint Stock

Phân tích SWOT Cho hoạch định chiến lược của Công ty Cổ phần SXDVTM Huy Quang

I- General introduction:

1.1- Company introduction:

Huy Quang Commercial Service and Manufacture Joint Stock Company is an enterprise specialized in manufacturing and trading glass interior furniture to meet the market demand in Hanoi and surrounding provinces The competition among enterprises in this market is increasingly fiercer, the business environment is always volatile, complex and more risky Especially in the current time, the context of the world economy in general and Vietnam in particular is more volatile and complex For these reasons, in order to survive and develop, enterprises must set up their own business strategies as well as their specific direction

The formation of strategic activities will help the enterprises to detect, take advantage of opportunities, efficiently use resources and improve the competitiveness

in the market

Huy Quang Commercial Service and Manufacture Joint Stock Company

(referred shortly as Huy Quang Company) was established in 2009 as licensed by the

Department of Planning and Investment of Hanoi, the company specializes in the business of interior glass items such as: Glass table, glass shelf, etc for the procurement of glass furniture to consumers in the area of Hanoi and neighboring provinces such as Bac Ninh, Thai Binh and Thanh Hoa, Thai Nguyen, Nghe An

Huy Quang Company always pays attention to the interests of customers, so, the company has always been innovative in manufacturing and supplying glass

furniture products to consumers, staff and workers of more than 40 people have contributed to the prosperity of the company during recent years

1.2- Organization chart.

A - Concept, role and influence of S, W, O, T

In the current economic market, a company does not necessarily pursue the best opportunities; instead, create the ability to develop a competitive advantage by investigating the appropriateness between the strengths and upcoming opportunities

In some cases, companies can overcome their weaknesses to win attractive opportunities.Given the current context of the globalization, opening the economy and economic - cultural exchanges among countries are inevitable and risks in the

market for businesses are great also Therefore, SWOT analysis will help businesses

“weigh - measure - count" correctly before the decision of global market entry before entering the international market

Quantrihethongthongtin -Viet.doc 2

BOARD OF MANAGEMENT

BOARD OF DIRECTORS

PRODUCTION

WORKSHOP

MARKET – DESIGN DEPARTMENT CONTROL QUALITY

DEPARTMENT

ACCOUNTING FINANCE DEPARTMENT

SHOPS AND PRODUCT AGENTS

IT DEPARTMENT

Meaning of SWOT:

It is not only meaningful for enterprises in shaping domestic business strategy, but also of great significance in the formation of international business strategy to meet the development need of the enterprises Once the enterprises want to develop, gradually establish their credibility and brand names in such a stable and sustainable way, the SWOT analysis is an indispensable step in the strategic planning process of the enterprise business

B EXISTING SITUATION

SWOT analysis of Huy Quang Commercial Service and Manufacture JSC 1- Strengths of Huy Quang JSC:

+ Huy Quang Commercial Service and Manufacture Joint Stock Company focuses primarily on the production of glass interior furniture, meeting the demand of people living in Hanoi and neighboring provinces, with 100% of revenue of the Company is from the domestic production

+ Huy Quang JSC has the advantage of production carried out right in the country; with over 2.000m2 of factory, skilled workers, and the product of Huy Quang JSC are provided to consumers in the areas within shortest time

- Primary interior glass products of Huy Quang JSC are: glass table, glass shelf

of all types Especially the high-end products such as: curved glass table for living room, working room; curved glass shelf for the living room and so on

+ In addition to providing for glass furniture agents located along streets in Hanoi such as De La Thanh; Quang Trung (Hanoi); Quang Trung (Ha Dong); Nguyen Trai; Ham Long and so on, the Huy Quang JSS also provides a large number

of glass tables, glass shelves for supermarkets in Hanoi as: Pico Electronics

Supermarket; Viet Long Electronics Supermarket; Ecomax Electronics Supermarket and others

Thanks to the channel of electronics supermarkets, Huy Quang products are delivered to consumers of several neighboring provinces such as: Thai Nguyen, Thai Binh Thanh Hoa, and Nghe An, Bac Ninh

- The quality of products made by Huy Quang Joint Stock Company is always highly appreciated by the customers; in addition, warranty policies of Huy Quang always make customers satisfied

- Product price: As products are manufactured in the country, the production cost is low, leading to a lower price compared with other similar products, if CBU imported from China

- All products by Huy Quang Joint Stock Company are exclusively stamped with Huy Quang labels and numbered on each product, demonstrating product size, date of manufacture, so we have won the trust for customers using the products

Today, in order to promote the products, Huy Quang company has launched its website: www.cophanhuyquang.com; the consumers nationwide can order glass interior furniture of Huy Quang Company through this website This is a remarkable breakthrough in the information technology activities of Huy Quang JSC The involvement of IT in business management at Huy Quang JSC demonstrates the involvement of IT in the implementation of business strategy in the period 2012 –

2016 is becoming more and more urgent and meet the demand in the market Sales

of goods via the network in particular and revenue management activities through IT operations of Huy Quang JSC increasingly promote spectacular results, it is clearly shown via the revenue that has steadily increased over the months Revenue in October 2012 is 4.5 billion VND / month decreasing by 15% compared with the same period in 2011, but increasing by 75% compared to 2010

Quantrihethongthongtin -Viet.doc 4

HUY QUANG Commercial Service And Manufacture Joint Stock Company is the provider of:

TV shelf, glass shelf, glass, glass table

High quality in Vietnam.

2- Weaknesses:

+ As a well-known brand, a lot of other products that are not manufactured by Huy Quang or do not have any relationship with the Huy Quang company have counterfeited the brand name and products of Huy Quang, affecting the brand name

of the company

+ In the current global recession, Huy Quang JSC has closed some agents in the

De La Thanh street, Quang Trung street, Ham Long street, the Company's revenue is down 47.5% compared with the same period in 2009 The number of new stores registered to be agent stores in 2012 is down 10% compared to that in 2010 Profit in the third quarter of 2012 decreases by 45% compared to the same period in 2011 In the context of the global financial crisis, Huy Quang JSC is constantly applying the cost-saving measures

+ Domain name management and product brand name of Huy Quang in particular and of the Companies in Vietnam in particular are facing a lot of difficulties, after registering the trademark and product quality, many famous brands

do not proceed with "blockage “procedure, as a results, a great number of trademarks are being copied in term of product designs and brands, typical are: BITAS and BITIS and others

3- Opportunities:

+ Glass furniture is increasingly favored by consumers in Vietnam, particularly for consumers living in urban areas and key economic centers of the capital and the

surrounding areas It has goods characteristic such as being easy to use and maintenance, high durability, well adapting the climate and weather in Vietnam

+We have stepped into the 2000's the twenty-first century, with the trend of integration with the world, at a rate of urbanization of Hanoi capital to build more and

more decent and beautiful Capital Series of urban areas ranging from medium to high – end appear in Hanoi Therefore, the need of interior furniture for the households living in the apartments is getting higher, especially for glass furniture products The features of being easy to use features and maintenance have made the glass furniture products increasingly popular To help customers save time in shopping, before buying the products, consumers can access the Internet and make a search This is a shopping channel of Huy Quang that has been worked well

+ With diversified designs to meet the needs of consumer tastes, from medium to high end level Consumers just need to "click" on any favorite products through the advanced IT application of Huy Quang; the products of their need will be well served

by Huy Quang Strategies to promote economic development of the Capital have been approved by the People’s Committee in its meeting, especially with the guidance of the Prime Minister on giving top priority for the construction of houses for low-income people in the capital, will create a large market for Huy Quang JSC Stock to provide glass products to consumers, especially in the period of economic development of the city from 2012 to 2017

4- Challenges:

+ There are a lot of competitors: the competitors of Huy Hoang JSC are business households in the handicraft villages as Huu Bang - Thach That; Phung Xa- Thach That; Dong Truc -Quoc Oai and others Especially many competitors have used advanced IT in order to stop and "blockade" domain name and brand of the products offered by Huy Quang JSC

+ Many other products are faking the brand name of Huy Hoang JSC, which

affects seriously the trademark of Huy Quang

+ A lot of distribution agents of Huy Quang have automatically increased the prices of new products when such products are best selling, that makes customers no

Quantrihethongthongtin -Viet.doc 6

longer trust the company This is affecting the credibility and reputation of Huy Quang

- Several typical product designs of Huy Quang JSC such as curved tea table, curved glass shelf; color glass shelf of all types, and others are promoted in the website, this is a breakthrough of company when applying IT in sale management via Internet…

Product development plan associated with the promotion of IT activities in the management and sales of Huy Quang growingly meet the needs of customers and fit

with customers’ tastes, in order to make decisions of production, and production plans, appropriate IT applications is a crucial requirement Board of Directors of JSC Huy Quang constantly innovate in ways of thinking and implementing, meet the expectations of each shareholder’s expectations on the company's business

performance of glass furniture, the annual revenues and profits achieve the plan as pre-set by the Board

II- PLANNS AND ACTION S OF IT AND E-COMMERICAL APPLICATION VIA SPECIFIC CRITERIA OF HUY QUANG JSC

A- ACTION PLANS:

Infrastructure investment here refers to the basic equipment of hardware, software and human resources “Basic” equipment levels cannot be the same for each company, however, to achieve some requirements as follows:

+ In term of the technology infrastructure (hardware and software) - Budget:

fully equip to implement a number of regular applications of the Company such as: Human Resource Management; action plan set up; Financial accounting

management; sales management the estimated investment cost for upgrading is 120

million VND.

+ In term of human resource: Be trained to use software applications based on the operation or management of the company In 2012, Huy Quang JSC has equipped series of PCs at the office, with programs for word processing and spreadsheets, a staff with Office Informatics" certificate issued by Informatics Centre, that have met the regular requirements and the company's business However, given the growing demand of Internet shopping of majority of consumers, investment in IT facilities for company has become a crucial strategy The company has upgraded from an Internet network and minimum Internet access software (Figure 1) into more uniform system The upgrade of the investment in the facility is not to follow the customer's needs, but

derives from the fact that there is a general upgrading of the environment and work

style in the company, as well as tools for the operation of the company (for example,

e-mail, Internet access, etc have become popular) The company has assigned an IT

Board of including 12 people, headed directly by Deputy Business Director

Quantrihethongthongtin -Viet.doc 8

- After getting the approval of shareholders and Board of Directors, Planning Department of the Company will implement the project to upgrade IT systems and e-commerce activities of Huy Quang JSC, via the tendering and select reliable partners

in the market, to make good the management of all activities of the company in all areas

Figure 1: IT network diagram used by Huy Quang JSC, This is an appropriate model with the business operation during the implementation

of modern infrastructure of the company in the period 2012 - 2014

B- IMPLEMENTATION STRATEGIES:

As an enterprise operating in the area of the capital, how to best serve the customer is a key task set forth by Management Board of the company Therefore, the company's products are very diversified regarding the designs and categories, from the product lines tailored for medium to high-end apartments, from detached apartments to luxury villas all products offered by Huy Quang bring your house a sense of luxury and warming, especially the features of being easy to use and maintenance and environmentally friendly have created a close tie with customers

And more importantly, IT system of Huy Quang is more and more completed, that well meets the management and business of the company The investment in the purchase of specialized software is given top priority by the Board of Directors: The equipment and application of specialized software can cause disturbances in the company, however, thanks to specialized software, information process is stricter and

more scientific, therefore, the adjustment of some working routines mainly to better control the flow of information, higher level of information standardization, etc is necessary and is a business improvement to be accepted and followed It should be noted that: changing in the working habits is a difficult obstacle to overcome, it requires not only efforts of directly involved professional staff, but also the determination of the Board of Directors of the company

Of course, before the procurement of software, the Company has directed the Planning Department to conduct a thorough survey so that software products indeed help improve the performance of weak units To assist the Board of Directors and heads of functional departments in equipment and exploiting software systems, Huy Quang JSC has deployed a dedicated IT department to work with suppliers on technology, monitoring the implementation of software development contract, ensuring IT infrastructure to ensure the normal working of the software, and support for the professional expertise in the operation, and possible, implementing a number

of custom applications to suit Huy Quang

Application of IT has become familiar to most professional and management staff in the company, the role of IT professionals begins to be promoted and highly appreciated Officials and employees of the Huy Quang JSC get familiar with the effective use of IT-based work, because the IT system actually helps employees to push up job performance Links between the departments in the company and leaders become more closely Contribute to image building and development of the Company's prosperity

Investment in IT to gain competitive advantage in the modern business environment, i.e IT investment in glass furniture products that Huy Quang has been produced to create advantages in prices to make up the differences, and glass furniture of Huy Quang fit the needs and tastes of consumers; consistent with the competitive strategy of the company Faced with the current development of the IT system, business issues in the age of the Internet, more specifically, use of technology

Quantrihethongthongtin -Viet.doc 10