Aware those, in the course of the study, the study group I've learn the marketingactivity, aimed at finding a solution to the problem of marketing services of transport of Phu An joint-s
Trang 1Page
3.Nestimplementation program to promote the brand, position 19
Trang 2In recent years, the economy of our country has many changes in management.The economic activities with the habit of steer from above and not interested in theresults of operations have been replaced And so the Marketing has becomeincreasingly important, it becomes golden key to help enterprise stand firm and growthe economy in a fiercely competitive market
Today, enterprise must operate in a volatile economy with competition and theadvancement of science and technology, along with the decline of customer loyalty.Therefore, enterprises must solve a series of problems arose with the urgency
Aware those, in the course of the study, the study group I've learn the marketingactivity, aimed at finding a solution to the problem of marketing services of transport
of Phu An joint-stock company
I OVERVIEW
1 Company introduction
- In 26/11/2001 Phu An joint stock company established under the Enterprise law
- Business registration certificate No 0600296486 issued by Department ofplanning and investment in Nam Dinh Province on November 26, 2001.Subscribe change the 6th November 05, 2012
- Official designation: PHU AN JOINT-STOCK COMPANY
- Company address: Cat Thanh Town, Truc Ninh District, Nam Dinh City
- Rep Office: 107B/81, Nguyen Trai-Ngo Quyen district-Hai Phong
- Phone: 0313.551.022
- Fax: 0313.859.146
- Account number: 2511.100134006 at Military Bank – Hai Phong Branch
- Tax code: 0600296486
- Registered capital when founded: 35.700.000.000 VND
- The current Directors of the company: Mr Tran Van Hiep
- Address: Block 9 Trai Le, Kenh Duong, Le Chan District, Hai Phong city
Main activity fields:
- The maritime agency, the coastal freight and ocean
- Business production, building materials, gas and coal, ships, shipbuilding, shipequipment, property, materials, corrugated, iron and steel
Trang 3- Repair, shipbuilding, marine transportation, dismantling old ships.
2 Business situation of the company
+ Revenues in 2011 reached: 59.474569 billion VND
II THE REALITY OF MARKETING ACTIVITIES AT PHU AN JSC
Currently, the product of An Phu Corporation is diverse and plentiful, such as rivertransport services, maritime, business capital goods production, repair, new means oftransport, including , the Company's main products are shipping services This service isprimarily to bring revenue to the Company
1 Analyze the Marketing environment
c Macro environment
Legal-political environment
Any economic activity would also be subject to the legal and institutionalconstraints, the maritime industry is neither possible not to mention To createfavorable conditions for the maritime industry, shipbuilding and ship repair, theState has issued in Maritime Law Maritime law also has to be adjusted, modified
to suit the market economy; ensuring maritime transport processes are safe Andeach change of maritime law is more or less affected the operations of thecompany The legal system in our country is on the way and also manyunreasonable should have not a few difficulties for the business activities of thecompany In particular it is the rules of procedure, maritime industry was not insync, sometimes cumbersome process that led to the ship's cargo was delayed,affecting every rotation of the ship's cargo, to a credibility with clients of thecompany
Trang 4The economic environment
After the prolonged slump from mid-2008, the global shipping industryentered a temporary period of recovery from the second quarter of 2009.However, during many months of the year, the recovery has proved to beunsustainable, with the crop and quite "sensitive" More specifically, therecovery is mainly due to the raw material import and export orders from Chinawhich are influenced by the regulatory policies of economic government
Transport situation in the short term is difficult to forecast, with high risks
In 2012, the international transport continues to have problems because of manyreasons It is the European debt crisis has not ended; the signals have difficulty infinding financial resources to get rid of the risk of recession, in addition to beingthe heavy impact of the public debt crisis The economy is still in a State of slowgrowth (especially the slowdown of the Chinese economy)
According to economic experts, in 2013 is actually a difficult year for theglobal economy Marine transport market continues to weaken, freight ratescontinued to decline in the long periods Oversupply situation of the worldmarket is still expected to extend through 2013
Consequently, the current market situation greatly affected the revenue ofthe company not to mention stiff competition from companies that have the samefield of activity
The natural environment
Is a company specialized in shipping business should matter about theweather has so much influence to the business activities of the company In thepast two years, the situation of very bad weather In 2011, the weather at seawhile less frequent but more rain storms In 2012, the forecast performance morecomplex due to the influence of the climate change There are many big storms,there is the phenomenon of flash floods, heavy rain, zoom filter that has somuch influence to the work of the port, the ship's is located on long in the Ben,making transport of goods having a lot of trouble, and caused huge losses to theeconomy The goods that your company or freight such as coal, rice, protein when the rain is falling This will lose the prestige of the company to the
Trang 5customer At the same time reduce the costs due to the company's reserves tooffset the loss of goods due to weather damage
d Micro-environment
Elements within the company:
In General, the atmosphere in the company is positive, the working departmentsall have discipline, staff memberboth are dynamic ones, learn, computer skills,foreign language qualifications (Chinese and English)
However, Company's organization without marketing section is alimitation Marketing activities also bring spontaneous, objective the mission isnot clear
Supplier
+ Transportation services: When does not meet the customer's requirementsregarding transport companies usually go in the transport companies such as:VITRANSCHART: there are currently more than 18 dry cargo ships VINASHIP:there are currently 16 dry cargo ships
+ Building and repairing ships and boats: Supplier is a supplier of rawmaterials, production supplies to cater for the new building and ship repairingas: Hai Phong Steel Company: specializes in providing steel sheet, Hai PhongPaint Company: offers paint and Duy Phuong company provide machinery andequipment
Client
The customer is the most important factor in deciding the success for thecompany and brings profits to the company The company has a broad marketshould also be split into 2 arrays in domestic and abroad
+ Foreign clients make up 70% of the total number of clients of thecompany The advantage is that this time, the process of loading very quickly.However, the downside is that the customer provides the conditions in thecontract very closely, and so the language barrier by signing contracts with littledifficulty The client uses only the transport service They are mostly customers
in Southeast Asia, such as Thailand, Malaysia, Indonesia, the Philippines,Singapore and also impossible not to mention the longtime clients of thecompany in the area of Northeast Asia that is China With a large number of
Trang 6customers like that, every year, this customer brought back to 65% of the revenueand profits of the company
+ Domestic customers: this customer account for only 30% of the totalnumber of clients of the company The hotel has a good point that they take outthe clause in the contract However, the downside of this is that the timeunloading the goods, as well as the time of payment or delays, affect the paybackperiod and the company's turnaround The client is also mainly use the transportservices of the company The client has in all three regions of North, Central,South but mainly North and South such as Hai Phong, Quang Ninh, Can Tho,Ben Tre, Vung Tau, Saigon They provide 35% of the total sales and thecompany's annual profits A number of major clients in the Haiphong as: HaiPhong cement company, Chinfon cement company
Competition
Sea transportation is the broad market has attracted many enterprises.Moreover, Hai Phong has the advantage of the country's largest seaport to theshipping company most concentrated in Haiphong Some competitors of thecompany such as Binh Minh JSC, Trung Kien Co., Hung Thinh Co Ltd, Hoang DatHoang Son Co Ltd,
2 Mixed Marketing system at Phu An joint-stock company
a Product policy
The company has 3 basic products: it is the transport, shipbuilding andship repair In particular, transport is the main revenue source for thecompany
+ Transportation service: so far, the company has 11 ships with a totaltonnage of 8,268 tons but all aboard a freighter
The common routes of transport which are: Haiphong-Ho Chi Minh City,Haiphong-Indonesia, Hongai - HCMC, Hongai - China
With this route, the company shipped these commodities: coal, steel,cement, fertilizers, food
The company also has the intention of building the ships with differenttraits, such as tankers, cargo ships, cargo ships by container However,because the company has more capital should not invest for the new fleet
Trang 7+ New ships and repair the ship: The ship new or repair is under thestandard IACS should be of good quality
b Pricing policy
Transportation Charges: Is the amount to which the person chartering is
charged to the passenger about the delivery transport to the destination and areready to deliver to the recipient, as the price of transportation services
Freight charges are built on the basis of these factors:
- Goods: The volume, type, characteristics, economic value, packaging,loading
- Transport: the transport distance, the situation of the portloading/unloading, climate weather conditions
- The ship: the size/load capacity, depreciation, insurance, maintenancerepairs, fuel consumption, running Board and parked in the Harbor,management
- Other issues: depression, blockade, embargoandthe war
Based on these factors that cost of transport is made by:
- Fixed fees: Fees depreciation, maintenance and repairs, insurance,salaries and social insurance of the boat, a charge the administration
- The fees fluctuate: fuel consumption Costs and handling fees,materials, tax and port do
Freight charges are calculated by 2 ways:
- Based on goods: taking the unit of weight or volume unit chargingunits made
- Based on the ship: take the load unit or ship's capacity as a chargingunit
Freight Charges can be: Be prepaid at the port of loading, be charged
later in the port of unloading or partial charges are paid at the port of loadingand the rest to be paid at the port of unloading (as specified in the consignmentnote or by agreement between the person chartering and freight)
Cargoes:
+ Due to differences in packaging, is the genus into 2 types: packages(Package freight) and bulk (Bulk freight)
Trang 8+ Due to the difference in characteristics, each divided into a number ofcategories to apply separate rates: Perishable freight, Large size freight andLong freight
The entire cost of the main freight Port = the navigation charge + Port charge + Pilotage + crane rental Charge + Charge of lighting fee scraping at the port of unloading.
According to this provision, the tenant must pay the full cost of moneyfor transportation, which includes the port charges and others at the port ofunloading
Charges in value
For normal goods, high value, application owners chargeable by weight
or volume of goods transported The owner of goods transport high-valuerequired to declare the value to the carrier and to consider the correspondingrates The value of goods declared as a basis for calculating damages if itoccurs later due to the fault of the carrier
Charges paid by volume loading on ships
In the carriage of large quantities of voyage, the volume can get loaded ontoships at the port to send or retrieve volumes landed at the port to provide a basisfor charging, depending on the owner and tenant agreement But in practice, boatowners often require the tenant to pay freight volumes loaded onto ships at theport sent
Tons of freight
A unit of measurement of a common transport items (usually a ton orcubic meters) was used as the basis for charging
The following example illustrates the rates of some items:
Hon gai-Saigon
Saigon-The Philippines
Cua Ong - Malaysia
Cam Pha-Dong Nai
ClinkerRiceCoalThan thank you
180,500 VND
18 USD
9 USD270,000 VND
Trang 9Chinfon plant-Vung Tau
Dong Nai-Hai Phong
The Saigon-Haiphong
CementProteinRubber gear
180,000 VND110,000 VND190,000 VND
The calculation of freight rates as well as the types of goods and services,the valuation is based on the following factors:
+ Freight price to ensure a profit
+ The price based on market needs
+ Reviews to ensure the development of
+ Prices are guaranteed for the competition
To create good relationships with customers, the company often discountprice for those clients, clients with transport large cargo volume discountedrates are 2.5% of the value of the shipment
However, in practice when given price, the company is based on theaverage price in the shipping market This price is reputable companies on themarket offering and had a share of profits As such, the company only needs tocheck the elements of costs and profits are affected and do not enjoy at any costmore for people and time for the valuation
c Distribution policy
After 12 years, in addition to its headquarters in Nam Dinh, the newcompany has only a representative office in Hai Phong, on behalf of thecompany signed the contract, at the same time as the Marketing service
+ For transport: freight company directly to the location where the clientrequires, not through intermediaries Therefore, for this service, the companyuses a direct distribution channel
Company => clients+ For shipbuilding and repair operations: the company does not directlyimplement activities through intermediaries It's the plants, factories such asthe Bach Dang shipyard, joint stock company Vinashin ocean shipping So,for this activity, the company used the indirect distribution channel
Company => Intermediate => clients
Trang 10d Promotion policy MIX
- Advertising showcase the company's capacity on the mass media:However, because no private company website should regularly on thestream (magazines)
- In addition the company sent the letter, brochure, newsletter, price directly to the customer by Email, by post office
- Open the client according to groups of shippers or shippers directly,find out their needs and gain feedback, comments from customers
- Improved administrative procedures cumbersome, complicated,removal of the intermediate stage in the process of doing theprocedure, guidelines for the attentive guests
- Secure the interests of the seller as well as buyer, the sensible paymentunder the agreement of the two parties
The cause of the situation by:
Maritime Law was enacted, but the legislation under law to guide theimplementation and enforcement of the EU and also in many cases has not beenconsistent
+ Subjective causes:
Knowledge management and capacity of leaders and staff officers are weak,slow is equipped enough to undertake new and adapt to the demands andrequirements of the market mechanism
The company is not really interested, synchronized planning and selection
of appropriate forms for coordination between personnel training, developmentand use of talents in the business to strengthen implementation structuresCompany officials