Phân tích chiến lược hoạt động sản xuất kinh doanh của công ty bia việt hà e

Phân tích chiến lược hoạt động sản xuất kinh doanh của công ty bia
Việt Hà

CONTENT

1. General Introduction
Viet Ha Beer Company is an enterprise with 100% state-owned operation in the
field of manufacturing and trading food and consuming items. Coming from Hanoi
sauce factory established in 1966, the company went through many difficult
periods, from a negative 2 billion enterprise which had no ability to repay, there
were almost not any plants and equipment, or hundreds of low-skilled labor.
Currently, the company has grown with a total fixed capital of 130 billion and the
main products are Viet-Ha beer, mineral water OPAL. The company is one of the
strong brands known by several consumers.

In addition, the company also

participates in managing many different types of enterprises such as State
Enterprises (Viet Ha Company, company selling food microbiology, Hanoi
cosmetic enterprises, micro-enterprise products); the joint venture (Southeast Asia
brewery joint venture, a joint venture IBD – International beverage distribution
company); joint-stock companies (Viet Ha JSC, Hanoi confectionary joint-stock
company). Currently, the company has established a firm position on the market as
a unit to do business effectively, the industry leader in the capital and entrepreneurs
from the top level in the budget to contribute to the Hanoi.
2. Company’s strategy

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On the market today Viet-Ha beer brands have become quite familiar to consumers

in the North and would be easily recognizable by the yellow beer. This is a great
advantage for the company in creating the impression in the eyes of consumers. In
business, in addition to the factors of price and quality, there are many other factors
that decide the success or failure of a company, one of the factors which we must
mention is the competition on the brand. A company with strong brand can easily
sell its products, easy to create trust with customers. The same with Viet-Ha Beer
Company, always upholding the policy of quality is fundamental to its large
success. To maintain and affirm Viet-Ha beer brand in the market, the company has
a goal of improving the quality of the brewing process. This is an important
strategy, a priority to enhance quality and improve the capacity of the production
line of Viet-Ha beer. It is also to meet the increase in customer volume in both the
quality and quantity, and further to promote the brand, create a separate identity of
Viet-Ha beer.
3. General plan
a) Improving the quality of the workforce, especially the officials in charge of
production processes, technical staff and quality staff.
Currently labor resources of the company are mainly unskilled workers and
apprentices (70%); those with university degrees and college are only about 29.5%,
which mainly are indirect labors. Such team work, it is very hard to meet the job
requirements. To enhance the qualifications of employees, company needs to
organize training and retraining of technical staff; managers and technical workers
to their ability to acquire evaluate and predict the development trend of related
technologies, capable of operating the device technologies. Moreover, they must be

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able to choose the technology necessary, in accordance with requirements and
actual conditions.
On the other hand, during regular business there is a shift of labor from the

department to other departments, but labour force in this division is not suitable for
the other division. Meanwhile, retraining labour is very difficult. Due to the way of
old masonry work, the company's workers do not have the industrial working style.
The company must inspect the skilled workers on a monthly, quarterly and
annually, on the basis of the classification of skilled workers to coordinate
production.
b) Investment in equipment for technological innovation and business
expansion.
In the first year of operation, the technical equipment of the company was very
outdated, so production was always lower than the design capacity and quality of
products made was not high. This would not fit in the economy with more
competitive market and especially for products with quality requirements, such as
beer.
Thus technological innovation is inevitable problem; it determines the existence
and development of companies and technologies and affects the competitiveness,
quality and price of products. Therefore investment in upgrading equipment and
technology innovation contribute to improving business performance of company.
In the past years, companies have gradually upgraded facilities, technology and
innovation has earned certain achievements. Currently, the company is considering
the decision to invest in technological innovation, but how it will be determined
through the strategy and business-orientation of the company

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c) Ensure the equipment for production activities in accordance with a capacity
designed to avoid waste
In fact, beer production line has not been raised at full capacity. Design capacity is
12 million liters, in which the last was raised to 10.73 million liters. Annual
depreciation value is 650 million. The production is lower than the capacity to

make the product cost increase. The capacity of the line will yield the following
results:
 Increase production, increase beer consumption, the company increases market
share, expand markets, sales and customer.
 To create the adherence between the points of consumption which is householdclient-companies; it is important to receive the feedback from the sales field and
customer.
 Take advantage of the optimal labor resources available.
 To reduce inventory costs of raw materials, contributing to increased working
capital cycle.
 Depreciation in the price down, improve business efficiency
So the company is trying to develop its capacity of production line. But the
question is how to consume the additional production. But the current rate of
increase in market demand for beer products is on the rise; on the other hand with
the measures set out in part to promote consumption of products; so the company
is raised with full capacity of the production line and the products are still sold out.
e) Complete plant system for preservation of raw materials and finished products
of the company.

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It is important to improve the quality of production, supply factors also are plans
for ensuring compliance with plans. The company focuses in the arrangement of
buildings systems that facilitate the production to avoid occurrence of disruptions
in production.
g) Expand the network of distribution channels, sales promotion activities to
motivate production
The company should focus on further developing distribution system to stimulate
the production. Currently the Viet-Ha Beer Company’s agent has scale limited
compared to competitors, this does not merely lie in the quality of products but

also relate to other problems such as images, the company's brand. The company
can provide capital support for their agents to turn the agency into the sale of beer
and large-scale not only in the area of Hanoi, but also the neighboring provinces, in
the fragmented business situation or the poor facilities of the agent. In addition, the
delivery and transportation of beer are inadequate, at present, almost all agents to
enter beer will address 57 Errors Quỳnh to import goods, and transportation is
mainly motorbike. This reduces the product quality during transport and does not
create a good impression in the eyes of consumers.
4. Planning materials.
Currently the materials of the company are Matl, rice and water in which malt is
the primary source (70% of raw materials for production of beer) so the company
intends to conduct import or acquisition of other businesses. Currently, the
company has signed contracts with many reputable supply sources of Britain,
Denmark, France and Australia. The process of signing the contract is very
carefully constructed, in which the seller must guarantee the quality requirements
that the company launched. In addition, the company maintains long-term
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relationships with suppliers from order to avoid causing the fluctuations from the
supplier that will affect the operation of the company; especially the key material
which can not be produced domestically.
For rice materials: the material can find in the country, rice here is chosen to have
good quality, a very small proportion of shells and must be investigated with
parameters such as moisture content of grain rice… This material can be easily
found in the country, so it occurs at less risk if any changes happen. Since rice is
the raw material added to reduce the cost of the product so the rate of production
of rice in beer is much lower, it is only about 30% of the volume of raw materials
for production. Currently Food Corporation of Vietnam, with head office in Hanoi
is the main supplier of rice to the company so this is a good opportunity for the

company to reduce transportation costs and other expenses incurred in purchasing.
However to ensure good material for the production of rice, the company has
signed contracts to purchase more with a few other partners to prevent the case that
the Vietnam food Corporation has not enough capacity to meet the needs of
company or the company is extorted.
Water is the main ingredient of beer; Beer Company has signed contracts to
provide water with the Hanoi water company to ensure water quality for the
production. Water used for brewing is the water with content of low Ca and Mg,
other minerals to ensure the quality requirements set out and this will not affect the
quality of beer.
There are also sugars, malt, hops checked very carefully before putting into
production processes and to ensure these factors; the officers and employees of the
department store will do this task.

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Parts of the Viet-Ha beer company's warehouse include 6 people with the task of
ensuring the material entering the warehouse to warehouse and ensure the quality
standards prescribed. Employees in the warehouse are examined periodically and
conduct inventory method first in – first out to ensure that material time in the
store not too long, to avoid adverse effects the quality of beer. So if ensure good
quality raw materials, the company will be proactive in implementing the goals
and plans for production set.
And to avoid the wastefulness of production materials as well as to ensure the
quality of the beer, the company has developed standards of raw materials:
100 liters of the beer production (Source from department of production planning
and materials)
Malt

Rice

Sugar

Houblon

Cao hoa

Electricity

13 kg

6 kg

1.5 kg

1 kg

0.4 kg

15 kW

5. Demand forecast
In 2010 the firm produced more than 2.5 billion liters of beer. Four months in
2011 the figure was 714.6 million liters of beer, up 9.2% over the same period last
year. The growth of the beer industry in Vietnam, according to statistics from the
market research firm is estimated at 15% / year. Vietnam has about 350 based beer
manufacturing facilities in most provinces across the country and continues to
increase in number. Of these, more than 20 power plants reached over 20 million
liters / year, 15 plants with a capacity greater than 15 million liters / year and up to

268 bases capable of producing less than 1 million liters / year. Regarding
consumption it has nearly 1.5 billion liters of beer consumed in the first seven
months in 2011, increasing by 8.7% over the same period last year. According to
GSO, only in the July of 2011, beer consumption is estimated at 279.1 million
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liters, up 14% over the same period in 2011 and consumption per capita of about
28-30 liters / person / year

The amount of beer consumed in Vietnam in recent years and forecasted to in 2015
(Source: Ministry of Trade and Industry)
Through research, market analysis of beer production and consumption in Vietnam,
the company can feel secure in investing in technological innovation, improving
the capacity of production lines, increasing production of beer, opening consumer
markets.
6. Manufacturing moderation
To ensure their production processes, Viet-Ha Company has very specific plans for
individual divisions, manufacturing facilities. The structure of the company's
production is divided as follows:
- Main production Division
- Supporting production division
- Production division
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All are divided in levels: company, department level, the manufacturing level, and
workplace
To get the final product, it has undergone many different stages. In the workshops
of Viet-Ha company has several production groups; each group only makes a

certain kind of work
The
is to fulfill the regulations on the quality of its scope and
Ricemission of the groupsMalt
assess the quality of inputs to production processes. The process of brewing is a
process of many stages of production of the
Cleaning

Increasing the pressure
first-stagecoproducts and will

be input

Cleaning

from downstream, so the quality issues will cover up all the stages in the process of
Grind
Mix with
Thewater
process

Wet
creating

Beer containers

the final product

of beer production
technology (Source: Technical

Department)
Grind
Clean containers

Gelatinization 86 0c

Protein

Liquefaction 720c

Sugar

Boil 1000c
Filter

Discount store

Beer
Cook

Warehousing

Flower
Withdraw
Sugar
Hot roll
Clean Air

Cooling

Yeast strains

Primary fermentation

Withdrawal Co2

Sterile

Filter

Main fermentation

Recovery of yeast
Secondary fermentation

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Filter + KCS


Conclusion
It can be affirmed that Viet-Ha Beer Company is a successful business, despite
many difficulties over the years but with ongoing effort, with the right business
oriented, with production plans and scientific detail. Viet-Ha Beer Company has
risen strongly to become a leading enterprise in the country's manufacturing sector,
providing our country's beer market.

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The end

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