phân tích chiến lược kinh doanh của công ty cổ phần MAYHAI đối với sản phẩm áo sơ mi nam e

Phân tích chiến lược kinh doanh của Công ty cổ phần MAYHAI đối với sản phẩm áo sơ mi Nam Analyze business strategy of MAYHAI Joint Stock Company for products Men shirts.. The typical pro

Phân tích chiến lược kinh doanh của Công ty cổ phần MAYHAI đối với sản phẩm áo sơ mi Nam

Analyze business strategy of MAYHAI Joint Stock Company for products Men shirts

TABLE OF CONTENT

Vietnam textile market is growing very strong both domestically andinternationally Currently, the brand name apparel market in Vietnam is quite rich withmany designs, types and diversity of form, are competing for market share in bothdomestic and international

Considering the market within shirt for men, there is a lot more prominentbrand but are still high-quality brand, reputation, perennial as: AN PHUOC, VIETTIEN, MAY 10, MAY NHA BE, MAY PHUONG DONG, NGUYEN LONG,THANG LONG, AGTEX,etc, In the fierce market competition, each brand offersways to position the product in the customer's mind as well as capturing domesticmarket share However, the choice of brand development strategy depends on manyfactors outside and inside The identification, analysis, evaluation and selection ofstrong opponent, weak to have the right strategy is not a simple matter

And MAYHAI - brand is increasingly trusted by consumers on many differentaspects such as the fabric is quite good for carefully selected, stylish design,etc, Currently the brand is influenced pretty much compete with strong opponents have agreat impact on garment market Therefore, the identification of each competitor toidentify strengths and weaknesses nature of its competitiveness strategy to maintainand enhance the brand is one of the urgent needs in the current period

RESEARCH OF CONTENT

1 Introduction to business areas of MAYHAI Joint Stock Company

MAYHAI Joint Stock Company is an enterprise manufacturing and largegarment exporters from Vietnam The company's main products include: Men's shirts,women's shirts, pants, shorts, jackets and knitwear

In January 1990 started production MAYHAI garments for export to themarkets of Eastern Europe, including Hungary, the USSR, Cheslovakia, Bulgaria asone of the subcontractors for the manufacturer and the company big trade Within 4years, MAYHAI has expanded the production capacity of 350 sewing machines, 500workers and increase output to 4,000 jackets/month

In January 1992, has shipped MAYHAI to Europe and started successful inexporting to the customer first, and from this point the EU became the main marketMAYHAI

In 2002, after a bilateral trade agreement between Vietnam and the US takeeffect in November 2001 opened up increased market opportunities and MAYHAIimmediately expand into the US market MAYHAI has become one of the reliablemanufacturers of large customers in the US and European markets

Since January 26, 2005 the company officially renamed "Joint Stock CompanyMAYHAI" Within 19 years, MAYHAI became a manufacturer and a leading exporter

of garments men, women and children with over 1,500 skilled workers with an output

of over 3,000,000 export products every year

MAYHAI existing two garment factory with monthly capacity of 300,000products and a washing machine with a capacity of 700,000 products/month.MAYHAI always try to bring the best service to customers and has made certainachievements in recent years MAYHAI fashion represents elegant style of Vietnam.With its vivid design, geometric designs and detailed, meticulous, with particularcolors and materials create a unique style on the design of products for all ages

2 The typical products of MAYHAI - particularly Men shirt line

Currently MAYHAI has become one of the leading companies in garments Inaddition to the production of goods for domestic embroidery, MAYHAI there are largeexport markets in Europe and Japan Headquarters and the workshop of MAYHAI

distributed throughout the country Vietnam The main activities include the provision

of all kinds of garments for the domestic market and internationally:

* The main products

- Children's Clothing

- Women Fashion Clothes

- Trousers, jeans and shorts

- Shirts, men's T-shirt

- Suit, Jacket and Jackets children

At the same time, conducting import some machinery, modern technologies such assewing machine, cutting machine, the machine, washing machine, embroidery,etc, with the control of a team of skilled workers has helped the MAYHAI companyensure product quality standards

Culture - Social

Society is growing, the demand for human garment higher Therefore, themarket is occupied clothes matter In many kinds of clothes, the clothes that are the

gentlemen present most attention is the "shirt" For several decades, we felt like shirts

and trousers with antique-style break, snap installation checks shoots, straight hair is

very traditional But in fact the modern consumer trends with clothing brands and

international Vietnam has a strong impact on the habit of wearing the shirt

Shirt is giving shape sharp shirt polite, tasteful and elegant styles for men, it isimportant that you know how to combine shirt with tie or sweater, vest along With

the young guys, baggy shirt shirt design will be inappropriate, therefore, to fashion,

more sophisticated designs to choose for him clothes fit the body The time in major

cities across the country, consumers are already familiar with the high-end fashion

store called MAYHAI Unlike other fashion brands, often distribute products through

agents, companies hire shop MAYHAI initiative and appoint its staff undertook

With this expanded form, MAYHAI brought by manufacturing products to consumers directly, which can listen to and meet the needs of consumers correctly

end-Also, when gifted MAYHAI products but not like the color or size, consumers can

bring to any shop of the company in exchange for other products within a month with

unused condition From the experience of quality management, market and production

processes apparel, footwear exports, MAYHAI company decided to market products

branded MAYHAI

3 Analysis of PEST model for products Men's shirt MAYHAI

5

3 1 Politics - law

Our country currently has manufacturing standards, rules on competition,protection of copyright, patents, tariff policy for goods imported,etc,…Also beingapplied to protect business from counterfeit goods, pirated goods and to honor theVietnamese brands

The elements of the political environment and the law impact to the formationand exploitation of business opportunities and the implementation of corporateobjectives Political stability is an important prerequisite for business, political changecan influence business groups favor or inhibit the growth of other businesses Vietnamlegal system is increasingly complete and strict in enforcing the law will create ahealthy competitive environment for businesses, prevent fraud, smuggling,etc,

The degree of political stability and law of Vietnam allowed the Company toMay two can assess the degree of risk, the business environment and its impact on thebusiness of how, so research at the political factors and the law is an indispensablerequirement if the business involved in the market However, economic models andinvest in Vietnam are still consequences, negative balance carry-area crisis late lastcentury Even without the financial crisis last monetary area, it also has a lot of

obstacles in the water making it difficult or hindering the development of Vietnamenterprises in the process of boosting exports of textiles unfortunately.

In terms of legal basis and policies, management policies both macro andmicroeconomic reform needs to be thorough and comprehensive The reform of state-owned enterprises is slow, less effective as desired Credit markets, financing is stillegg, tiny The management of land to form the administrative regulatory framework isalso a problem Exchange rate policy, fiscal policy credit is the current pressing issues.Besides, the reforms now in order to create conditions for private sector developmenteffectively is one of the major challenges of the textile industry

3 2 The economic

US export market is the largest apparel companies Since 2011, the size of thegarment export companies in this market has been continuously expanding andgrowing at a rapid pace, and in about 4 years, the US has replaced the EU as exportmarket The highest proportion This is market demand for the largest apparel world,large population, half the EU consumption Since the normalization of relationsbetween Vietnam - the US, lifting the embargo, especially after Vietnam joined theWTO (GSP and MFN), the activities of the garment export companies on thecontinuous market reaped great achievements By early 2011, the US economy isgradually improving and developing signs of optimism from the crisis than the globaleconomy, which has made the proportion of exports of garment companies in the USaccounting for over 70% of exports

The situation in our country in 2014 took place in the context of the worldeconomy recovers slowly and unevenly between the economy after the globalrecession In addition, volatile political situation in some countries, especially in theeurozone led to business in the field of trade and industry as well as exporters of theeuro area are strongly influenced by measures economic sanctions between countries

in the region Domestically, the macroeconomic developments in a positive direction.However, total demand in the economy slowed, production and business activities ofthe enterprise is difficult, merchandise inventories remain high Absorbing capitalstrength of the economy is weak East Sea situation more complicated, partly toinfluence economic behavior - social and national life of the people

After US export markets the second largest apparel company is EU This line isthe export market traditional garments MAYHAI company particular, Vietnam'stextile and garment industry in general, with more than 500 million consumers aredemanding high quality, designs and models of diversity and trendy garment exportsfrom Vietnam to the EU thrives after agreement from textiles trade between Vietnamand the EU was signed on December 15, 1992 and an average growth rate continued

to increase during then

In other markets, the proportion of exports of garment companies alsogenerally increased over the years, but still many changes, not really created a stableposition on the market there In recent years also mark the expansion of exports innew markets such as Belgium, Norway, Chile,etc, Although the proportion ofexports in this market has yet to contribute significantly to the total export turnover,but it also marked the adaptation efforts of the company during the world economy isstill not completely overcome the recession

3 3 Society - Population

Market economy greatly affects the style of dress of the people especially thegentlemen In every age, the man who always plays an important role The importantposition of the country the majority are male while women account for only a smallpart Then came the great work like new only women do, they do like to cook,sew,etc, The fact that has a lot of chefs, fashion designers are men None the familymen are pillars Thus style of dress of the eyebrow whiskers always get attention

Provided that the market economy today, the man must go out much for aliving society, to communicate, to work Hence the need to dress them becoming moreimportant By dress reflects their personality so much as well as affect the success ofthe work Currently, the needs of male dress is very developed As analyzed above,men who engage in social work relatively much Currently, the fashion trend for men

in the summer is to use the fabric is thin, light, humidity, good absorption to match thehot climate of the whole country as well as the heat of Haiphong

Colors need to avoid dazzling cool, uncomfortable Fresh color of male fashionshow presented in a youthful personality do not honor complexion or physique.Although each of the foreign companies is very expensive but there are many choicesbecause it looks chic, elegant It has raised a high income but are not willing to buy

On the other hand, due to the demands of human development, the manufacturersunderstand this strength has produced a series of shirts with various designs, rich Butbecause of the profits that the producers seem to pay more attention to the appearance

of shirts was suspended due to content type of fabric quality immediately But today,mobile men shop less scrutiny so despite many cases to buy expensive but still buylemons Therefore, the interests of consumers have been lost

The socio-cultural factors have a large impact on customers and businessoperations of the business, as constituents psychological and tastes of consumers.Through this element allows the enterprise knowledge at different levels of audienceserved via free choice of business practices accordingly

Income can affect the choice of products and quality to meet, occupationalsocial class affect how attitudes and behavior on the market, the factor of ethnicity,culture reflects perspective and how to use the product, which has requested to meetspecific situation has a chance to diversify the ability to meet the needs of businesses

Currently, people's lives have been improved markedly, spiritual life is alsoimproved, the shopping needs of high-end products is rising Per capita income inVietnam this year is expected to be 1,000 USD and up to 2010 was 1,050 - 1,100USD Previously, Vietnamese people only pay attention to the affordable fashionproducts in China, the country and today, the high-end fashion products bearing themark CK, Louis Vitton, Clack,etc,… Gaining certain positions in their fashion needs

In 2010 Vietnam who has spent nearly 45 billion dollars for the purchase andconsumption About 70% of their income is used for consumption purposes Asociological study recently showed that the majority of Vietnam to accept a high level

of spending relative to income to be used expensive products About 80% ofVietnamese consumers now tend to shop at the supermarket, executive businesscenter Modern shopping habits increased from 9% in 2014 to 14%

3 4 Technology

Company are very reputable in the production and processing of all kinds ofquality cotton shirts, denim, fabric Visco Previously the company annually exportsnearly 2.000.000 units into the European market and the US These are items thatcustomers domestically and abroad very popular, and increasingly designs and models

of items as diverse, rich and innovative, customer appeal

MAYHAI Joint Stock Company now has the modern technological lines canmake the shirt very shiny, durable enough international standards for export This will

be items that the company intends to continue to invest, develop and expand marketsand consider it as one of the key items of the company MAYHAI Joint StockCompany is a manufacturing enterprise and large garment export of Vietnam Thecompany's main products include: men's shirts, shirt hairpin, pants, shorts, jackets andknitwear

MAYHAI Joint Stock Company and Lantabrand has formally signedcooperation agreement which will provide service Lantabrand "restructuring strategyand brand development" to MAYHAI to restructure the brand MAYHAI, strategicplanning brand development and deployment plan and coordinate communications.Products are manufactured to its own, internally developed high standards - morestringent than more general criteria used by most of the industry including qualityfabric, construction details, style, and sizing are constantly being reviewed andimproved focus MAYHAI designed costumes for men with various designs, haveinvested carefully in every detail and understand specific needs of this group, madeseparate shades to wear: elegant style, personality, reporter securities, bravery,mature,etc,… Besides the design, manufacture a line every 4 months with clothes forsummer, autumn holiday and winter, spring

4 Analysis of model 5 competitive factors affecting the shirt Men

4.1 Competitors

4.1.1 Viet Tien

- Quality: Vietnamese Tien forefront in ensuring product quality, andconsumers voted "Vietnam High Quality Goods 10 years from 1997 to 2006 throughthe newspaper Saigon Tiep Thi"; along with "The title of the most prominententerprises Vietnam textile industry 2004 -2005 - 2006" product quality reputation.Most of the textile products are made from raw cotton, poly, rayon, wool, silk As forshirts, mainly used Cotton (80-100%) with smooth fabric, breathable; and can adddeodorant helps customers feel the difference when coming to Viet Tien

- Price: Viet Tien marketed with brands diversified products with acorresponding price "stylish quality" that brands want to offer users Viet Tien have 5brands of products, depending on the nature of the fabric, material and style to

determine the value of the dress Viet Tien divided product line to consumers easilyselect matching capabilities Overall, the price of the product Viet Tien mainly forpeople who have income or more fairly.

- Style: Costumes Viet Tien carries many styles, colors diversity appropriate toeach style of the brand, giving consumers more choices to meet the needs ofcustomers For shirts, will have 5 product line brings five different styles: Officefashion, style business confidence, elegant, with a long product lifecycle Target usersare the ones who have a stable income, seriously, little changes, mostly those aged 28and older The very diversity of the styles have brought value to Viet Tien competition

in the apparel market in Vietnam and internationally

- Distribution: Unlike many directions of export enterprises formedsimultaneously, since 1990, apart from garment exports, Viet Tien Sewing wentfurther development in the domestic market with the core brand Viet Tien specializing

in dress shirts, trousers, khaki pants for men Market segmentation is the world eyeingthe office employees earning quite Viet Tien has a wide distribution system and dense

in 64 provinces Currently, Viet Tien is one of enterprises with the largest chain in theindustry with 12,140 stores, as the brand is widely known for its flagship product isthe shirt

- Customer care: Viet Tien has many policies to support our customers, to helpconsumers choose the right products to use genuine and durable products Forexample: How to brand identity, identifying agents authorized by the VietnameseTien, and distinguish the real product – Illustration,etc, In addition, Viet Tien alsooffer information to help consumers choose the color combination of appropriatedress, and how to preserve the product in order to maintain reliability, value uselonger,etc,

- Value of products: Viet Tien gives the wearer a comfortable, confident andelegant, creating attractive styles for men Along with the certification on qualitystandards and top honors in the textile sector, prompting the user as asserted ownstyle In addition, Viet Tien also has advanced product line-style Italian, American hassuperior properties, represent the level, elegance, history for successful people, withsocial status , as entrepreneurs, managers,etc,

4.1.2 May 10 company

+ Fashion design team with experience From the year 1997- 1998, thecompany has links with foreign companies in Germany, France,etc, to send people

to training in fashion design

+ High-quality products In 2000, May 10 was AFAQ (France) ISO 9002certification for global quality certificate IQNET; BVQI organization (UK) certifiedISO 14001 environmental management system May 10 Joint Stock Company is theonly unit in the textiles sector

- Sewing Vietnam quality award winning International Asia - Pacific QualityOrganization by Asia - Pacific (APQO) awarded

+ Beautiful design with color courtesy, elegance, quality soft cloth, cool

+ The price of the product just right, with many consumers

+ Pioneer in occupying the northern market, besides distribution system in thisarea is strong

+ After-sales service, good customer care, such as transportation to take placecustomer requirements in the shortest time, discounts to customers who buy in bulkand pay quickly for the Company In addition the company also facilitates customerscan return or exchange if the Company fails For retail customers, the final consumers,the company has consulting services to clients in style, color,,etc, fit physique andconditions of use, instructions on how to use dedicated as well as the preservation ofthe product so that maximum efficiency

+ Apply multiple brand protection measures Since 1999, the company hasconducted May 10 stickers "stamps against counterfeiting" on cards and put "Yarnagainst counterfeiting" on the label of textile products This is one of the effectivemeasures to protect the interests of consumers

4.1.3 Nha Be Garment Company:

- Nha Be Garment Company has been known to consumers by the reputationfor quality products, and the "Business Excellence Comprehensive Asia - Pacific2008"

- Sleek, elegant, elegant, yet very masculine and is specifically designed tobuild of Vietnam

- Overall, shirt Nha Be suitable for intermediate customer group

- System wide distribution channels, more than 200 stores and dealersthroughout the provinces in the country, especially in the South.

- Diversity at the product when marketed with two brands bring differentstyles, many models to consumers can choose, such as:

+ MATTANA: The men and women fashion office

+ DE CELSO: Product design and transfer of technology from Europe,available on demand for high-end fashion consumer

4.1.4 Nguyen Long:

Products are manufactured to its own, internally developed high standards more stringent than more general criteria used by most of the industry includingquality fabric, construction details, style, and sizing are constantly being reviewed andimproved

-Nguyen Long focused design costumes for men with various designs, haveinvested carefully in every detail and understand the demand characteristics of thisgroup, made distinct nuances to the Clothing: elegant style, personality, reportersecurities, bravery, dignity,etc, Besides the design, manufacture a line every 4months with clothes for summer, autumn holiday and winter, spring Price matchingmany different customers

MAYHAI is a relatively strong company, but on the road to building his career,MAYHAI also facing a lot of other competitors In the fierce battle that marketplace,MAYHAI always know to detect, assess, analyze the strengths and weaknesses of thecompetitors to have the right competitive strategy

4.2 Customers

Customers are service organizations, businesses, individuals and businesses canhelp consumer goods products, their services to final consumers Customer market ofenterprises producing even very large include age, gender, income, consumerpreferences, social position,etc, It is an opportunity for enterprises to sew themajority category diversify their business models Customers have a huge impact onthe survival and development of enterprise customers are farmers now live, is nowtowards the destination Customers decide now what kind of clothes production,styling the stars Hobbies, customer trends even decided to produce products of theenterprise