SETTING UP NEW PRODUCT TO IMPLEMENT PROJECT: LUXURY SPORT SHOES THUONG DINH FOOTWEAR ONE MEMBER COMPANY LIMITED I.. Scope and applied research: 4.1 Project is applied to internal Thuong
Trang 1SETTING UP NEW PRODUCT TO IMPLEMENT PROJECT:
LUXURY SPORT SHOES THUONG DINH FOOTWEAR ONE MEMBER COMPANY LIMITED I.
About the company:
1 Company information:
THUONG DINH FOOTWEAR COMPANY LIMITED
Address: No 277 Nguyen Trai str, Thanh Xuan, Hanoi
Tel: (04) 8586628 – 8544312 Fax: (04) 8582063
Email : tdfootwear@fpt.vn
Web site : thuongdinhfootwear.com.vn
Certificate of business registration: 0104000224, date: 01/09/2005, place of issue: Hanoi Planning and Investment Department
Business Type: One member Co., Ltd
Legal Representative: Mr Pham Tuan Hung
Business Registration Capital: 50 billion dong
Scope of business: Production and sales of imported and exported footwear types
2 The development process
Established in 1957, formerly known as the Department of X30 ordnance factory -General Logistics Department - Vietnam People's Army With nearly 200 employees with the task of producing hard hat, rubber sandal for mainly technology is handwork and half - mechanical
In 1961: X30 Enterprise was transferred to the Department of Industrial Hanoi -Hanoi People's Committee
In 1967 X30 Enterprise was received several other units and renamed Thuy Khue Rubber Factory
In 1970, merged with Hanoi canvas shoe factory and the main functions were: Production of hats, shoes and other rubber products for the military, exports to the Soviet Union, the countries of Eastern European and domestic markets
In 1978, merged with fabrics Thuong Dinh Shoe factory and shoe factory named Thuong Dinh fabric
In 1993, officially named Thuong Dinh Shoe Company
In July 2004, the Company established more Thuong Dinh Shoe factory in Ha Nam leather shoes export in Dong Van Industrial Zone
Trang 2 From August 2005, the Company converted into Thuong Dinh footwear one member Company Limited, under Hanoi People's Committee The company currently has over
2000 employees and 7 production lines of modern footwear
3 Company capacity
a Product market:
Market and market share in Vietnam: The Company's products serve the needs of: Sport, hiking, picnic, work wear, footwear, fashion shoes accounted for 20% of domestic market share which is distributed by 01 branch in HCMC, 03 general agents
in the North, the Central, and the South and 45 stores and introduced the company's products in the provinces and cities
Market and foreign market share: Since 1961 canvas shoes products of the company have been exported to markets in Eastern Europe (old), from 1985's main export market casual shoes are exported to EU, Australia, America (Canada, Brazil, USA ) domestic market, and some Asian countries like Japan, Korea
b Resource
Human resource
- The level of management staff, technical staff force: The company has a team of managers, qualified technical expertise to meet the business requirements of the Company (Masters Degree, bachelor, engineer: over 130 people; College, Intermediate:
100 people)
- The company has always focused attention on training to improve staff capacity and qualified workers Annually regular training classes with teachers invited from outside to teach awareness for staff expertise Since 2002, the company has formed the basis for regular training classes organized vocational training for workers; improve skill levels for workers to meet the business requirements of company
Equipment and technology
- Equipment: Investment expands production capacity from 7 to 10 production lines Increase production capacity of 5-6 million pairs in 2007 and 8 million pairs in 2010
Trang 3- The company always attaches importance to the continuous improvement and investment in improving the efficiency of machinery, harmonized application of available technology and new technology, product diversification
- Currently, companies are adopting technology in the shoe manufacturing production line modern of Japan, Taiwan, and South Korea
4 Achievements
a The achievement awarded by the state:
Third Class Medal (1960, 2001)
Labor Third Class Medal (1981, 2001)
Merit of the President (1976)
Certificate of Merit from the Prime Minister (1978, 2006)
Labor Order, Second Class (1987)
First Class Labor Medal (1997)
Independence Second Class Medal (2007)
b The achievement by the consumer’s vote:
The Company's products are always voted on Top-Ten by consumers, continually recognized as high-quality Vietnamese product from 1996 to 2008 (voted by consumers - Sai Gon marketing held) Gain more gold and silver medals, at the country and international Expo
Thuong Dinh footwear brand has always been voted national famous brands in the years 2006, 2007, 2008
In 2004, the company awarded the Bach Thai Buoi portrait Cup, Hanoi Golden Cup, for the typical enterprise
In 2005, the company won the award for Hanoi gold sneakers, 03 gold medals for the
3 products at the gold fair towards Hanoi 1000 years
Thuong Dinh Footwear brand is recognized as one of the strongest brands in 2004,
2005 and 2006 by the Chamber of Commerce and Industry of Vietnam
5 Products
a Cloth Shoes:
Trang 4b Sport Shoes
c Kid Shoes
d Sandal slipper
II Strategic planning:
1 Preliminary evaluation of the current situation:
Thuong Dinh Footwear Company has 66 years of development; current brand name has a large welcome from home and foreign customers Always in the top brands of Vietnam for footwear product, however, the products are for mass customers with the
Trang 5average and cheap price, not for customers at the middle and high class This is an issue that should be directed to the Company in this research project
Sport shoes product on Vietnamese market today has a lot of companies and brand The competitiveness in the market is quite large However, according to a preliminary assessment, the biggest sale of the company remains the leading sports is Nike and Adidas Next is Puma, Lining and several others There is not any high-end shoe company’s product launches high-class sport shoes in Vietnam
2 Project Objective:
2.1 Do the market research and provide criteria for the luxury sports shoes that company can produce Focusing on customers participating in sports: Tennis, table tennis and badminton
2.2 Production and testing for the product life form
3 Target product
4 Scope and applied research:
4.1 Project is applied to internal Thuong Dinh Footwear Company
4.2 Scope of applied research for market research throughout the country, focusing on markets in the plains
III Planning the project:
1 The process of project implementation:
Trang 72 The implementation plan:
2.1 Table of the general structure (WBS):
2.2 List of work and estimated time:
day
Start Finish Previous
work
Department
research
Market
market investigation
investigation
investigation table
3 days 15/11/13 19/11/13 Marketing
investigation table
3 days 15/11/13 19/11/13 Marketing
Organization
20 days 20/11/13 17/12/13 5 Marketing
Trang 87 Synthesis
report 5 days 18/12/13 24/12/13 6 Marketing
report 3 days 25/12/13 27/12/13 7 Marketing
product description
3 days 30/12/13 1/1/14 8 Marketing
10 Product
Design
Product Design
product description
design
description preparation
Review
2 days 28/1/14 29/1/14 14 Design
17 Production Sample
Product 20 days 31/1/14 26/2/14 16 Design
the production requirements
preparation
production 15 days 10/2/14 28/2/14 20 Design
Rating
and transfer
24 Quality
assessment
Quality assessment
30 days 6/3/14 16/4/14 23 Quality
control
durability 3 days 6/3/14 10/3/14 Qualitycontrol
Trang 926 Aesthetic
appreciation 3 days 6/3/14 10/3/14 Quality control
evaluation criteria
control
control
and conclusion
5 days 17/4/14 23/4/14 28 Quality
control
30 Completion Approval
meeting
new product 3 days 24/4/14 28/4/14 Marketing
2.3 Market Research Plan:
a Deployment time: 34 days (not including holidays) from 11/15/2013 to 31/12/2013
b The chart of work:
c Domestic market investigation
List and the number of shoe manufacturers for sports competitions in the country and foreign firms
Prepare a comparison of market share
Assess the client's favorite categories of products available in the country
Price comparison
Trang 10 Compare maps of the distribution of brands.
d Competitor researching
Report synthetic of direct competitors
General report directly competitive products
Report synthetic replacement products
Study strengths and weaknesses of each competitor
Integrated assessment niche
e Consumer trend research
Prepare questionnaire
Online survey via the internet
Direct consumers investigation: 1000 samples
o 200 samples are for professional athletes and students in the school/ sports training center
o 800 samples are for amateur customers in the place of professional practice such
as tennis, table tennis and badminton
f Report assessment and conclusions:
Market assessment report
Assessment competitors report
Consumer trend report
New product description
2.4 Product design planning:
a Deployment time: 26 working days from 02/01/2014 to 30/01/2014
b The chart of work:
Trang 11c Design analysis
Analyze requirements from Marketing: A description of the new product
Assign the appropriate designer: The design group has 03 people:
o Graphic Design Specialist: Requires skills in design aesthetic, young, not older than 35 years old
o Sport Design Specialist: Has the knowledge of sports equipment design Understanding of the movement design
o Design Specialist technical description, production design requirements for manufacturing parts
Tools and supplies preparation: The tools and supplies needed by the design requirements
d Design
The overall design template: 03 images
The detailed engineering design: 03 template
Describing documentation for production department
e Design sample
Compliance marketing requirements
Suitable technical requirements
Consistent with the company capacity
3 Planning and production:
a Deployment time: 20 working days from 30/12/2014 to 05/03/14
Trang 12c Product
To meet technical requirements required by the design department
Number of products: 30 products (10 products for each sample)
Request Workshop A produces sample product, each stage consists 01 skilled workers rank 5/5 Workers include:
o A production techniques
o A person from sole shoes group
o A person from cutting group
o A person from sewing group
o A person from accessories group
o A person from completion group
4 Plan product reviews
a Deployment time: 30 working days from 06/03/2014 to 16/04/2014
b The chart of work:
Trang 13c Detailed assessment:
Review the product description of marketing requirement
Review product design and technical requirement
Review aesthetics of the product based on the opinion evidence from 1,000 corporate employees
Contact athlete trial The number of 20 people Get feedback after 30 trial days
Try durability through product and adverse impact force
Test product durability when exposed to corrosive chemicals naturally
General information, product grading and reporting product reviews
5 Monitoring activities management:
a Working progress monitoring: See Appendix 01
b Monitoring plan, project testing:
1. Product
implementation
meeting
12/11/2013 Implementation
plan proposal meeting
All departments
2 Market research
report
05/12/2013 Research Progress
Report
Project management Marketing
3 Meeting market
research test
01/01/2013 Presentation of
product design requirements
All departments
4 Meeting product
design deployment
02/01/2014 Top design options,
specify design
Project management Marketing
Design department
5 1st product design
meeting report
18/01/2014 Report on the
design implementation
Project management Design department
6 2nd product design
meeting report
23/01/2014 Report on the
design implementation
Project management Design department
Trang 147 Browse product
design
30/01/2014 Presentation design,
technical description
All department
8 Sample production
meeting
production plans
Project management Workshop A
9 Browse production
plan
Project management
10 1st production report
meeting
18/02/2014 Progress report
production
Project management Workshop A
11 2nd production report
meeting
25/02/2014 Progress report
production
Project management Workshop A
12 Sample acceptant 05/03/2013 Product Acceptance Project management
Workshop A
13 Product review
meeting
organizing the inspection,
assessment
Project management Quality control
14 Product quality
evaluation meeting
24/04/2014 Presentation of
evaluation reports
All departments
16 Launching new
product
c Estimated cost: (Unit: VND)
1 Market research 100,000,000 10,000,000
Including the cost of outsourcing
Trang 152 Product design 20,000,000 2,000,000
3 Sample product 45,000,000 4,500,000 Including material and
production costs
4 Quality assessment 40,000,000 4,000,000 Including the cost ofoutsourcing
5 Launching 10,000,000 1,000,000 Celebrated debut cost
Total 215,000,000 21,500,000 236,500,000
References:
1 Curriculum: Project Management - Paris Graduate School of Management
2 Project Management Curriculum - National Economy University, Dr Tu Quang
Phuong - Labor Publishing, 2005
3 Project Management Software by Microsoft Project 2007
Trang 16Appendix 01: