Phân tích sự thành công trong chiến lược kinh doanh của tôn hoa sen HSG eng

Phân tích sự thành công trong chiến lược kinh doanh của Tôn Hoa Sen
HSG

In recent years, Vietnam's economy grew with the arrival of many companies,
big corporations in the country. These companies represent Vietnam in Kuala Lumpur
as with many global companies, with the scale of operations not only in the country
but also expansion into more countries in the region. One of the companies that have
been successful on the market in Vietnam is that Religious group joint stock company
Lotus (HSG), a question arises is the HSG has implemented strategies to achieve
success in the past, let us go into this strategic analysis!
The structure is divided into 2 parts:
-

Part 1: introduction to the company HSG.
Part 2: analysis of corporate strategy HSG.

A - PART 1: ABOUT THE RELIGIOUS GROUP JOINT STOCK COMPANY
LOTUS (HSG):
1/ Legal information
-

Address: No.9, Thong Nhat Boulevard , Song Than II Industrial Park , Di
An Ward , Di An Town , Binh Duong Province . Phone : 955 0650.3790 Fax

-

: 0650.3790 888
Type of business : corporation
Certificate of business registration No. 3700381324 first registered August

-

8, 2001 , the most recent amendment to the June 21, 2012 .
Business: manufacturing and trading of corrugated steel ( cold rolled steel ,
color coated steel , galvanized , aluminum-zinc alloy coated steel )
construction materials ( black steel pipe , galvanized steel pipe , purlins ) ;
humiliation tubes production and investment in the real estate business ,

-

parallel port , port.
Registered charter capital : VND 1,007,907,900,000.
Contributed charter capital as of the date of the appraisal report :

-

1,007,907,900,000 VND.
Independent accounting unit.
Legal representative : Mr. Le Phuoc Vu - Chairman of the Board

Formation and development:
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-

In 2001, Hoa Sen Corporation was established with charter capital of 30

-

billion VNĐ, with 3 branches and retail distribution under.

In 2004, the Hoa Sen company moving headquarters to Song Than II - Binh
Duong Industrial Zone and started developing strong coating line and
extensive distribution system with the motto "Mua tận gốc bán tận ngọn".
Hoa Sen growth up with dominate market and become the market leader in

-

the segment galvanized steel products in Vietnam.
In 2008, marking the turning point, showing the development of strategies
to become galvanized top units in Southeast Asia over the event:
o HSG shares were first listed on the HCM City Stock Exchange.
o HSG inaugurated the factory galvanized steel, steel pipe stage 1 at
the port of Phu My, Ba Ria - Vung Tau. Laid the foundation for the
system galvanized production line closed the largest in Southeast

-

Asia was established.
In 2011, after 10 years of establishment HSG has made certain
achievements:
o Distribution

network

-

up

106

retail

units.

Completed phase 1 of the project Hoa Sen Phu My. These plants
produce large galvanized in Southeast Asia.
o Revenue of over 8 trillion, continue to maintain a business enterprise
about galvanized steel in Vietnam (accounting for 37% market
-

share).
In 2012, under the impact of the global financial crisis and global economic
downturn, many businesses have fallen into bankruptcy or to suspend
operations. However Hoa Sen Group continued consumption growth, both
in revenue and profit. Indicators of production and consumption of the
Group's revenue base has been completed, demonstrating the sustainable
development.

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Structure of Organization and management

Mainly capital members and Executive Board
Shareholder structure
Shareholder

Share

Ownership

1 Shareholders board

43,037,952

42.70%

2 Domestic shareholder

24,727,215

24.53%

Personal

22,246,436

22.07%

Organization

2,480,779

2.46%

29,166,411

28.94%

290,464

0.29%

Organization

28,875,947

28.65%

4 Budget stocks

3,859,212

3.83%

100,790,790

100.00%

3 Oversea shareholder
Personal

Total

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Board and shareholding ratio
No. Members
1

Lê Phước Vũ
2
Trần Ngọc Chu
3
Lê Phụng Hào
4
Phạm Gia Tuấn
5
Lý Duy Hoàng
Organization structure:
Full name
Trần Ngọc Chu
Hoàng Đức Huy
Trần Quốc Trí
Vũ Văn Thanh
Nguyễn Minh Khoa
Hồ Thanh Hiếu
Nguyễn Thị Ngọc Lan

Position
Chairman
Vice Chairman
Member
Member
Member

No. of share
42,867,152
86,400
5,200

79,200
0

Ratio
42.53%
0.09%
0.01%
0.08%
0.00%

Position
General director
Vice general director
Vice general director
Vice general director
Vice general director
Vice general director
Chief accountant

The person have a great impact on business operations:
-

Mr. Le Phuoc Vu - Chairman of the Group is the founder of the group, has
over 18 years of experience in the field of steel sheet. With the accumulated
experience combined with flexible thinking leadership, he has taken the
company from a small company specializing in religion rose to become the

-

Hoa Sen Group, the leading business groups today.

Mr. Tran Ngoc Chu - Director General, who has been with the group in the
early days of its establishment. With 25 years of experience in the field of
finance, accounting and tax business executives, now he was elected vice
chairman and corporations contribute to the stable development of the
Group.

2/ Subsidiaries
2.1.
-

Hoa Sen Tole Ltd.Co.:

Capital: 280 billion VND
Hoa Sen Group owns 100%
The company operating primarily in the field of manufacturing cold rolled
steel. Since fiscal year 2012-2013, implemented through specialized
manufacturing operation of two cold rolling mill plant in Hoa Sen Phu My
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2.2. Hoa Sen MTV construction material Ltd.Co:
-

Capital: 150 billion VNĐ
Hoa Sen Group owns 100%
The company headquarters and main plant in Phu My 1 Industrial Zone, Ba
Ria - Vung Tau, production and business activities of the major product
lines as his black steel, galvanized steel pipes, plastic pipes and accessories
high quality plastics with systems of modern machinery
2.3

-

Hoa Sen MTV transport and mechanical Ltd.Co:

Capital: 16.3 billion VND
Group Lotus owns 100%
Company operating in the field of providing services freight and passenger
road, waterway and leasing of vehicles ...

B-PART 2: STRATEGIC ANALYSIS GROUP JOINT STOCK COMPANY HOA
SEN (HSG):
1/strategy – vision and mission:
-

Become a leading economic group in Vietnam and ASEAN region in the
field of building materials by the sustainable development strategy, which
focuses on traditional products: corrugated, steel, plastics, on the basis of
building and developing the core competitive advantage chain: production
process closed businessdistribution systems-retail to consumers, chain of
strong brands, friendly and geared to the community, the system
administrator and the specific corporate culture, pioneer investments in
technological innovation to bring the highest value to shareholders,
employees and society.

-

Reviews: applied strategies diversify related areas.

2/Analysis:

- Since 2008, when the economy began a period of recession, the HSG has
realized that, to sustainable development, the HSG is concentrated on
traditional products and diversify products, and related areas. Therefore,
currently, HSG has two main product groups are groups of products
manufactured from raw materials such as aluminum alloy coated steel zinc
coated, galvanized steel Purlin, steel products and steel tube-like PVC, steel,
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steel ceiling plate. The products are manufactured on modern lines with
superior. The structure of revenues in 2011 according to each product as
follows:
Products
The galvanized steel products

Revenue (%)
63

-

Galvalum

20

-

Color galvalum

20

-

Galvanized

8

-

Color Galvanized

11

-

Color tole

3

-

Typical Tole

1

Steel products

31

-

Thick galvanized steel

16

-

Steel pipe

13

- Purlins
Plastic pipe products

2
3
3

Other products
a. Group of galvanized steel products
-

Aluminum-zinc alloy coated (galvalume) are produced on modern coating
lines NOF, meets standards AS1397, AS 1365 of Australia. Our products are
made from steel with a minimum yield strength 300 MPa according to U.S.
standards ASTM A792. Alloy layer including 55% aluminum, 43.5% zinc
and 1.5% silicon is formed during the hot dip aluminum-zinc alloy coated
steel with corrosion resistance superior, efficient heat resistant, flexible in
design and have 4 times the life compared to conventional galvanized steel.

-

PPGI is the product of Hoa Sen Group application of leading
technology-based paint coated zinc alloy gives the product
has superior
continuously

durability. The innovative technology
galvanized

steel

helped

create

new

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standards for quality and corrosion resistant than
galvanized steel products normally painted.
-

Rafters galvanized product

of Hoa Sen roll-formed from hot dipped

galvanized steel with high intensity minimum flow limit from 2,950 kg / cm
to 4,500 kg / cm with a weight of 180g Zinc zinc plating / m to 350g / m

according to the Japanese standard JIS 3302. Also, Hoa Sen Group also
provides various kinds of hot rolled black steel purlins high quality is
imported from Russia, Thailand and China in order to meet the diverse
needs of customers.
-

Products steel tubes of Hoa Sen Group are manufactured with different sizes
on the bending line with modern advanced technology of Japan, the main
raw material, hot-rolled steel. Hoasen Group is continuing to study the
market situation and prepare for technology investment for the full product
pipe types and sizes to meet the increasingly diverse needs of the market
b. Group of steel products

-

Cold rolled steel , galvanized wire steel with Technology 6 reverse shaft ,
cold rolled products company tthep meet strict standards on products .
Steel products steel pipes and box of Hoa Sen Group abundant and diverse
species .

-

Steel pipes of Hoa Sen Group are manufactured with raw material is steel
nuts and other raw materials , such as stabilizers , pigments , ... according to
the published standards of Vietnam . Hoa Sen steel pipe products have
advantages such as chemical resistance , impact resistance and high pressure
, light with only one fifth the weight of steel pipe size , easy to transport ,
good insulation and installation easy. Currently, steel pipe products of Hoa
Sen Group has been consumer and great customer care , and are used in the
field of water supply in the construction , light industrial , wire conduit . ..

c. Group of plastic and accessories

-

Plastic products of the Company as 630mm diameter PVC pipe, 30mm
thick, the biggest pressure of 12.5 bar in the world today are produced on
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modern lines in European technology standards BS 3505 : 1968/BS EN
1452-2:2009 (British standard), aS / NZS 1477:2006 (Australia standard) ..
the company's products are widely used in areas such as water supply and
drainage people and industry, nor the electricity works, telecommunications,
cat pump ...
-

Comments: As noted above, the Company's products has the advantages of
high applicability, diversified products, which are produced on equipment
with modern and self-contained, continuous application technologies new
Japan, USA, Australia and Europe.

To become a leading economic group in Vietnam and ASEAN region in the field of
building materials, the HSG has made sustainable development strategy, which
focuses on traditional products: corrugated, steel, plastic ... cherish this strategy, 2008,
HSG has inaugurated the factory coated steel pipe, in stage 1 at the port of Phu, BA
RIA – Vung Tau. The Foundation of the system of production line coated self
contained Southeast Asian largest birth marked an important landmark, the
development strategy of the Lotus in becoming top coated units in Southeast Asia.
The Group has successfully built a factory to produce large scale coated for Southeast
Asia as of the present time in an area of 16.7 hectares including: 87,542 square meters

workshop, 690 square meters of offices, 110 Kv transformer substations, water
treatment systems and water recyclingcoated production systems, closed loop,
applications in the most modern technology; are the lowest cost investment and
construction in the fastest time but still ensure quality works.
September 2012, the Group began adding 01 galvanized line zinc/aluminum alloys
technology NOF has a designed capacity of 120,000 tons per year. Expected in March
2013, this line will go into operation.

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Currently, the strategy of diversifying the fields related to focus on traditional
products: corrugated, steel, plastics, ..., the HSG has slowly gradually dominate the
market, with relatively large market share are as follows:

And improve business results full of encouragement and promises to become a leading
economic group in Vietnam and ASEAN region in the field of building materials.
Billion VND
Revenue

2010

2011

2012

4,912,610

8,179,488

10,110,988

251,902

168,476

411,556

The profit before Tax

Reference:
- Annual report of 2011 of the HSG.
- HSG's 2012 annual report.
- Financial report 2010, 2011, 2012 of the HSG.
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www.hoasengroup.vn.

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