phân tích SWOT cho hoạch định chiến lược của công ty cổ phần SXDVTM huy quang e

Phân tích SWOT Cho hoạch định chiến lược của Công ty Cổ phần SXDVTM
Huy Quang
I- General introduction:
1.1- Company introduction:
Huy Quang Commercial Service and Manufacture Joint Stock Company is an
enterprise specialized in manufacturing and trading glass interior furniture to meet the
market demand in Hanoi and surrounding provinces. The competition among
enterprises in this market is increasingly fiercer, the business environment is always
volatile, complex and more risky. Especially in the current time, the context of the
world economy in general and Vietnam in particular is more volatile and complex.
For these reasons, in order to survive and develop, enterprises must set up their own
business strategies as well as their specific direction.
The formation of strategic activities will help the enterprises to detect, take
advantage of opportunities, efficiently use resources and improve the competitiveness
in the market.
Huy Quang Commercial Service and Manufacture Joint Stock Company
(referred shortly as Huy Quang Company) was established in 2009 as licensed by the
Department of Planning and Investment of Hanoi, the company specializes in the
business of interior glass items such as: Glass table, glass shelf, etc. for the
procurement of glass furniture to consumers in the area of Hanoi and neighboring
provinces such as Bac Ninh, Thai Binh and Thanh Hoa, Thai Nguyen, Nghe An.

Huy Quang Company always pays attention to the interests of customers, so,
the company has always been innovative in manufacturing and supplying glass
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furniture products to consumers, staff and workers of more than 40 people have
contributed to the prosperity of the company during recent years.
1.2- Organization chart.
BOARD OF MANAGEMENT

BOARD OF DIRECTORS

DEPUTY DIRECTOR

DIRECTOR

IT DEPARTMENT

PRODUCTION
WORKSHOP

MARKET – DESIGN
DEPARTMENT

QUALITY
CONTROL
DEPARTMENT

ACCOUNTING
FINANCE
DEPARTMENT

SHOPS AND PRODUCT AGENTS

A - Concept, role and influence of S, W, O, T
In the current economic market, a company does not necessarily pursue the best
opportunities; instead, create the ability to develop a competitive advantage by
investigating the appropriateness between the strengths and upcoming opportunities.
In some cases, companies can overcome their weaknesses to win attractive

opportunities.Given the current context of the globalization, opening the economy
and economic - cultural exchanges among countries are inevitable and risks in the
market for businesses are great also. Therefore, SWOT analysis will help businesses
“weigh - measure - count" correctly before the decision of global market entry before
entering the international market.
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Meaning of SWOT:
It is not only meaningful for enterprises in shaping domestic business strategy,
but also of great significance in the formation of international business strategy to
meet the development need of the enterprises. Once the enterprises want to develop,
gradually establish their credibility and brand names in such a stable and sustainable
way, the SWOT analysis is an indispensable step in the strategic planning process of
the enterprise business.
B. EXISTING SITUATION
SWOT analysis of Huy Quang Commercial Service and Manufacture JSC.
1- Strengths of Huy Quang JSC:
+ Huy Quang Commercial Service and Manufacture Joint Stock Company
focuses primarily on the production of glass interior furniture, meeting the demand of
people living in Hanoi and neighboring provinces, with 100% of revenue of the
Company is from the domestic production.
+ Huy Quang JSC has the advantage of production carried out right in the
country; with over 2.000m2 of factory, skilled workers, and the product of Huy
Quang JSC are provided to consumers in the areas within shortest time.
- Primary interior glass products of Huy Quang JSC are: glass table, glass shelf
of all types. Especially the high-end products such as: curved glass table for living
room, working room; curved glass shelf for the living room and so on.

+ In addition to providing for glass furniture agents located along streets in
Hanoi such as De La Thanh; Quang Trung (Hanoi); Quang Trung (Ha Dong); Nguyen
Trai; Ham Long and so on, the Huy Quang JSS also provides a large number of glass
tables, glass shelves for supermarkets in Hanoi as: Pico Electronics
Supermarket; Viet Long Electronics Supermarket; Ecomax Electronics Supermarket
and others.

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Thanks to the channel of electronics supermarkets, Huy Quang products are
delivered to consumers of several neighboring provinces such as: Thai Nguyen, Thai
Binh Thanh Hoa, and Nghe An, Bac Ninh
- The quality of products made by Huy Quang Joint Stock Company is always
highly appreciated by the customers; in addition, warranty policies of Huy Quang
always make customers satisfied.
- Product price: As products are manufactured in the country, the production
cost is low, leading to a lower price compared with other similar products, if CBU
imported from China.
- All products by Huy Quang Joint Stock Company are exclusively stamped
with Huy Quang labels and numbered on each product, demonstrating product size,
date of manufacture, so we have won the trust for customers using the products.
Today, in order to promote the products, Huy Quang company has launched its
website: www.cophanhuyquang.com; the consumers nationwide can order glass
interior furniture of Huy Quang Company through this website. This is a remarkable
breakthrough in the information technology activities of Huy Quang JSC.

The

involvement of IT in business management at Huy Quang JSC demonstrates the
involvement of IT in the implementation of business strategy in the period 2012 –
2016 is becoming more and more urgent and meet the demand in the market. Sales of
goods via the network in particular and revenue management activities through IT
operations of Huy Quang JSC increasingly promote spectacular results, it is clearly
shown via the revenue that has steadily increased over the months. Revenue in
October 2012 is 4.5 billion VND / month decreasing by 15% compared with the same
period in 2011, but increasing by 75% compared to 2010.

HUY QUANG Commercial Service And Manufacture Joint Stock
Company is the provider of:

TV shelf, glass shelf, glass, glass table
High quality in Vietnam.

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2- Weaknesses:

+ As a well-known brand, a lot of other products that are not manufactured by
Huy Quang or do not have any relationship with the Huy Quang company have
counterfeited the brand name and products of Huy Quang, affecting the brand name
of the company.
+ In the current global recession, Huy Quang JSC has closed some agents in the
De La Thanh street, Quang Trung street, Ham Long street, the Company's revenue is
down 47.5% compared with the same period in 2009. The number of new stores

registered to be agent stores in 2012 is down 10% compared to that in 2010. Profit in
the third quarter of 2012 decreases by 45% compared to the same period in 2011. In
the context of the global financial crisis, Huy Quang JSC is constantly applying the
cost-saving measures.
+ Domain name management and product brand name of Huy Quang in
particular and of the Companies in Vietnam in particular are facing a lot of
difficulties, after registering the trademark and product quality, many famous brands
do not proceed with "blockage “procedure, as a results, a great number of trademarks
are being copied in term of product designs and brands, typical are: BITAS and BITIS
and others.
3- Opportunities:
+ Glass furniture is increasingly favored by consumers in Vietnam, particularly
for consumers living in urban areas and key economic centers of the capital and the
surrounding areas. It has goods characteristic such as being easy to use and
maintenance, high durability, well adapting the climate and weather in Vietnam
+We have stepped into the 2000's the twenty-first century, with the trend of
integration with the world, at a rate of urbanization of Hanoi capital to build more and
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more decent and beautiful Capital. Series of urban areas ranging from medium to
high – end appear in Hanoi. Therefore, the need of interior furniture for the
households living in the apartments is getting higher, especially for glass furniture
products. The features of being easy to use features and maintenance have made the
glass furniture products increasingly popular. To help customers save time in
shopping, before buying the products, consumers can access the Internet and make a
search. This is a shopping channel of Huy Quang that has been worked well.
+ With diversified designs to meet the needs of consumer tastes, from medium to

high end level. Consumers just need to "click" on any favorite products through the
advanced IT application of Huy Quang; the products of their need will be well served
by Huy Quang. Strategies to promote economic development of the Capital have
been approved by the People’s Committee in its meeting, especially with the
guidance of the Prime Minister on giving top priority for the construction of houses
for low-income people in the capital, will create a large market for Huy Quang JSC
Stock to provide glass products to consumers, especially in the period of economic
development of the city from 2012 to 2017.
4- Challenges:
+ There are a lot of competitors: the competitors of Huy Hoang JSC are business
households in the handicraft villages as Huu Bang - Thach That; Phung Xa- Thach
That; Dong Truc -Quoc Oai and others. Especially many competitors have used
advanced IT in order to stop and "blockade" domain name and brand of the products
offered by Huy Quang JSC.
+ Many other products are faking the brand name of Huy Hoang JSC, which
affects seriously the trademark of Huy Quang.
+ A lot of distribution agents of Huy Quang have automatically increased the
prices of new products when such products are best selling, that makes customers no

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longer trust the company. This is affecting the credibility and reputation of Huy
Quang.
- Several typical product designs of Huy Quang JSC such as curved tea table,
curved glass shelf; color glass shelf of all types, and others are promoted in the
website, this is a breakthrough of company when applying IT in sale management via
Internet…

Product development plan associated with the promotion of IT activities in the
management and sales of Huy Quang growingly meet the needs of customers and fit
with customers’ tastes, in order to make decisions of production, and production
plans, appropriate IT applications is a crucial requirement. Board of Directors of JSC
Huy Quang constantly innovate in ways of thinking and implementing, meet the
expectations of each shareholder’s expectations on the company's business
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performance of glass furniture, the annual revenues and profits achieve the plan as
pre-set by the Board.
II- PLANNS AND ACTION S OF IT AND E-COMMERICAL
APPLICATION VIA SPECIFIC CRITERIA OF HUY QUANG JSC
A- ACTION PLANS:
Infrastructure investment here refers to the basic equipment of hardware,
software and human resources. “Basic” equipment levels cannot be the same for each
company, however, to achieve some requirements as follows:
+ In term of the technology infrastructure (hardware and software) - Budget:
fully equip to implement a number of regular applications of the Company such as:
Human Resource Management; action plan set up; Financial accounting management;
sales management ... the estimated investment cost for upgrading is 120 million
VND.
+ In term of human resource: Be trained to use software applications based on
the operation or management of the company. In 2012, Huy Quang JSC has equipped
series of PCs at the office, with programs for word processing and spreadsheets, a
staff with Office Informatics" certificate issued by Informatics Centre, that have met
the regular requirements and the company's business. However, given the growing

demand of Internet shopping of majority of consumers, investment in IT facilities for
company has become a crucial strategy. The company has upgraded from an Internet
network and minimum Internet access software (Figure 1) into more uniform system.
The upgrade of the investment in the facility is not to follow the customer's needs, but
derives from the fact that there is a general upgrading of the environment and work
style in the company, as well as tools for the operation of the company (for example,
e-mail, Internet access, etc. have become popular). The company has assigned an IT
Board of including 12 people, headed directly by Deputy Business Director.

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- After getting the approval of shareholders and Board of Directors, Planning
Department of the Company will implement the project to upgrade IT systems and ecommerce activities of Huy Quang JSC, via the tendering and select reliable partners
in the market, to make good the management of all activities of the company in all
areas.

Figure 1: IT network diagram used by Huy Quang JSC,
This is an appropriate model with the business operation during the implementation
of modern infrastructure of the company in the period 2012 - 2014
B- IMPLEMENTATION STRATEGIES:
As an enterprise operating in the area of the capital, how to best serve the
customer is a key task set forth by Management Board of the company. Therefore, the
company's products are very diversified regarding the designs and categories, from
the product lines tailored for medium to high-end apartments, from detached
apartments to luxury villas.... all products offered by Huy Quang bring your house a
sense of luxury and warming, especially the features of being easy to use and
maintenance and environmentally friendly have created a close tie with customers.

And more importantly, IT system of Huy Quang is more and more completed,
that well meets the management and business of the company. The investment in the
purchase of specialized software is given top priority by the Board of Directors: The
equipment and application of specialized software can cause disturbances in the
company, however, thanks to specialized software, information process is stricter and
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more scientific, therefore, the adjustment of some working routines mainly to better
control the flow of information, higher level of information standardization, etc. is
necessary and is a business improvement to be accepted and followed. It should be
noted that: changing in the working habits is a difficult obstacle to overcome, it
requires not only efforts of directly involved professional staff, but also the
determination of the Board of Directors of the company.
Of course, before the procurement of software, the Company has directed the
Planning Department to conduct a thorough survey so that software products indeed
help improve the performance of weak units. To assist the Board of Directors and
heads of functional departments in equipment and exploiting software systems, Huy
Quang JSC has deployed a dedicated IT department to work with suppliers on
technology, monitoring the implementation of software development contract,
ensuring IT infrastructure to ensure the normal working of the software, and support
for the professional expertise in the operation, and possible, implementing a number
of custom applications to suit Huy Quang.
Application of IT has become familiar to most professional and management
staff in the company, the role of IT professionals begins to be promoted and highly
appreciated. Officials and employees of the Huy Quang JSC get familiar with the
effective use of IT-based work, because the IT system actually helps employees to
push up job performance. Links between the departments in the company and leaders

become more closely. Contribute to image building and development of the
Company's prosperity.
Investment in IT to gain competitive advantage in the modern business
environment, i.e. IT investment in glass furniture products that Huy Quang has been
produced to create advantages in prices to make up the differences, and glass
furniture of Huy Quang fit the needs and tastes of consumers; consistent with the
competitive strategy of the company. Faced with the current development of the IT
system, business issues in the age of the Internet, more specifically, use of technology
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and Internet services has a crucial role to the success or failure of Huy Quang.
Through information technology to build images, to share internal information within
the Huy Quang JSC in particular and with trusted partners in the market in general,
through the Internet to connect and selective share information resources with
partners, suppliers, customers, create new services on the network to keep customers,
preventing customers from running into the opponent, etc.
References:
1– Teaching Book - Management Information System - Dr. Nguyen Van Thoan
2- Business and production plan - Annual Report; IT development orientation in the
period from 2012 to 2016 Huy Quang Commercial Service and Manufacture Joint Stock
Company.

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