Chapter 3: DEVELOPING STRATEGY OF DANHIM – HAM THUAN – DAMI
3.2 Build up developing strategy of Danhim – Ham Thuan – Dami
3.2.2 Service products: provide technical services by Da Nhim
DHD establishes Da Nhim Technical Services Center (called Center) which suppling technical services for hydro-power plants. This center will help DHD concentrate human power of two manternace departmetns and rearrange labour force more resonable.
3.2.2.1 Market Analysis
At present, several investors have invested in some projects such as wind power and hydro power in middleland and highland of Vietnam. Most of them have not worled in electricity field and they are short of experience in this field. By knowledge and experience of professional staff, Da Nhim technical center will
management, execute projects, bidding, checking document, designing, training technical staff, install equipments and so on.
At current time, there is not any company or organization in highland of Vietnam can supply the same services as Da Nhim center. Therefore, Da Nhim center can get more opportunities to achieve so many customers in this region. Most of techncal staff of Da Nhim center are well trained and they have accummulated much experience in installing and repairing generators and electrical equipments.
Therefore, this labour force can carry out installation equipment for small HPP with several kinds of generators at several capacity in the region.
Customers that Da Nhim pay much attention to include on running hydro power plants, investors who are building hydro power plants, power substation and industrial zone in some provinces at higland of Vietnam such as Dac Lac, Dac Nong, Lam Dong, Ninh Thuan, Binh Thuan, Phu Yen, Khanh Hoa and Dong Nai.
DHD has cooperated and suppled technical services with some customers as follow:
Table 3.2 The potential customers
No. Customers Plants Suppling services Schedule
1 Dai Hai
investment and development joint stock Company
Srepok No.4 hydro power plant (80MW)
Training operation staff Repairing, maintenancing facilities
Right plant operating of the year 2010.
2 Trung Nam
joint stock Company
Dong Nai
No.2 hydro power plant (70MW)
Consult and supervisory and install facilities.
Training operation staff.
Repairing and
maintenancing facilities
From 2010
3 Central hydro A Luoi hydro Training repairing staff. From 2010
power Company
power plant (13,5MW)
Consult , supervisory and install facilities
to 2012.
4 Board of
management unit 6
Dong Nai
N.3&4 hydro power plant (MW)
Training operation staff.
Repair and maintenance facilities
Right plant operating of the year 2012.
5 VRG Bao Loc joint stock Company
Bao Loc hydro power plant (13,5MW)
Training operation staff.
Consult, supervisory and install facilities
Repair and maintenance facilities
From 2007 to 2009.
Right plant operating 2009
6 The south
hydro power Company
Dasiat hydro power plant (13,5MW)
Training operation staff.
Installation facilities Repairing, maintenancing facilities
From
06/2008 to now
7 The south
hydro power Company
Da Dang No.2 hydro power plant (34MW)
Training operation staff Installation facilities Repairing, maintenancing facilities
From 2010
8 Krong Pha
hydro joint stock Company
Ha Song Pha hydro power plant (12MW)
Consuting for project managements
Installation facilities Repairing, maintenancing facilities
Plant operating
From 2010
In all of services above, Da Nhim center determines mainternancing works for HPPs is an important service which take a long time. Besides, the center also provides some shortterm services such as consulting customers to perform tender document, supervisoty installation equipment and training operation staff to get more experience. The competitive advanced of Da Nhim center in comparison to other organizations is Da Nhim can provide both mainternance and consult services in stead of one of two above services at other competitors.
3.2.2.2 Marketing strategy
Marketing strategy: Da Nhim center focus on three major sections:
Providing technical service for power source construction projects: consult, supervisory installation equipment, installation electrical machines, consult to evaluate documentation and technical drawing, supply project management services.
Execute operation, mainternace and repair for HPP and enterprise in the region.
Training operation and mainternance staff and compling operation procedures, technical documents in HPPs.
Price of services: Basing on advantage of geographic location on highland, DHD decides to supply service with low cost to get more customers on the market.
Service price of DHD may be lower than the average price on the market due to DHD uses its free ability such as spare equipments, working means, workshop, and transportation means which are used for electricity production.
Advantage of business scale: Most of HPPs do not want to maintain a mainternace staff for it own because this staff is not only short of experience but also causes complication in personel management. Therefore, technicals of DHD Company can catch most of customers’s demand and they can choose some suitable services.
3.2.2.3 Financial Plan
Revenue of the center based on operation and maintenance cost of power plants issued by Ministry of Industry and Commerce for the electricity field. Operation
and maintenance cost have the rates from 0.5 to 2% over total investment depending on capacity of this plant. They’re aslo belong to the ability to DHD negotiate with customer.
Table 3.3 Expected revenue and cost
No. Interpretation 2010 2011 2012 2013 2014 2015
1 Revenue 18,009 22,044 25,925 27,852 29,670 31,203
2 Cost 16,936 19,733 22,508 24,059 26,638 27,246
3 Results of business
operations 1,073 2,311 3,417 3,793 3,032 3.957
3.2.2.4 Personnel Plan
One of the weaknesses of DHD’ professionalism maimtenance staff is low.
Although there are various and having experience but has long working in the state enterprises, lack of professionalism.
However, DHD is standing before the new market opportunities, large, potential strategic options, he has choosen a combination of the weaknesses and external opportunities to re-arrange the organizational apparatus of the company. DHD forcuses on training knowledge management, training mainers, promulgated rules of behavior in company, enhancing spiritual support in working groups. DHD selected WO strategies in SWOT anslysis to capture markets and improve competitive position.