Phân tích chiến lược kinh doanh công ty xi măng hải phòng e

Phân tích chiến lược kinh doanh công ty Xi măng Hải Phòng
I. The process of formation and development of enterprises
Hai Phong Cement Factory, which commenced construction on 25 th Dec1899
with label the Blue Dragon, Red Dragon was present at the Liege exhibition
assistant (France) in 1904, and thousands of tons of Haiphong cement available on
the consumer market in countries such as the Far East, Vladi-Vostoc, Java
(Indonesian), Hoa Nam (China), Singapore ...
Transaction name: Hai Phong Cement Company
Acronym: HPCC
Address: Minh Duc Town - Minh Tan Commune – Thuy Nguyen DistrictHai Phong.
Established: December 25, 1899.
Design capacity: The old factory is 350,000 tons cement / year
The new factory (operational since late 2005), 1,400,000 tons / year.
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- From 1926 to 1936, FL Smith Company installed three rotary kilns by wet
method, size 2,7x83m and 3,0x100m.
- From 1963 to 1978,Rumani installed four rotary kilns by wet method, size
3,0x100m.
- From 1993 Hai Phong Cement Company was established on the basis of
merging two units are Hai Phong cement factory and Hai Phong Cement trading

company;
Headquarters in No.1 - Hanoi Street - Thuong Ly Ward - Hong Bang District
- Hai Phong, was tasked:
- Cement production is scheduled to be delivered.
- Supply of cement to customers in the provinces of Thai Binh, Lao Cai, Yen
Bai, Vinh Phu, Ha Giang, Tuyen Quang and Hai Phong City.
Implementing the guidance of the Prime Minister in Document No. 5969 /
KTN on 25th November1996 in environmental rehabilitation projects in Hai Phong
Cement Factory: not to invest in renovating the old factory building a new cement
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factory in Haiphong land have modern technology, ensuring environmental
hygiene ... Hai Phong cement Project (new) capacity of 1.4 million tons / year have
been built and put into activities produce products from the end of 2005.
Headquarters is located in Minh Duc Town - Minh Tan commune - Thuy Nguyen
District - Hai Phong City.
The main activity fields:
1. Production and sales of cement and clinker category
- Popular cement: PC30, PC40
- Mixed Portland cement: PCB30
- Special Cement: Portland cement is sulfate resistance, Portland cement is
low heat.
2 - Supply of cement to customers in the provinces of Thai Binh, Lao Cai, Yen Bai,
Vinh Phu, Ha Giang, Tuyen Quang and Hai Phong City.
II. CURRENT BUSINESS STRATEGY OF THE COMPANY
1. Identify objectives
After relying on bases, planning department made the objectives and tasks to
perform. The goals are specified by the system of indicators: revenue, productivity,
profitability, budget ...

In company with the specific strategies:
• The strategic objective of the Company until 2020
- Development scale production to 3 million tons of cement a year, continue
to develop the company into an economic group that has enough cement production
and implemented the construction works, formed a corporation shall linking
strategy vertical part. That is self-assumed supply raw materials for the manufacture
of construction. The main material that the group's supply high quality cement.
- Investment manufacturing technology innovation. Current production
technology of the company's vertical furnace technology. The company is moving
towards technology manufacturing cement rotary kiln with a capacity of 3 million
tons a year. This objectives must be completed by 2016.
- Expand market scale and product distribution throughout the country, with
particular emphasis on the North markets.
• Short-term objectives
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- Improving quality of company products, ensuring proper standard
specifications of the General Department of Quality Measurement Standards
Vietnam.
- Increase in income for workers in the company, ensuring consistent income
with an average inflation rate of the market.
- Expanding markets and establish distribution channels throughout Central
products to prepare for the implementation of the medium-term and long-term
objectives of the Company.
- Revenues of the company reached 30 billion in 2016, 45 billion in 2018, 50
billion in 2020.
2. Organizing to implement strategies
2.1. Regarding the implementation of production strategies
Overall situation of the production plan of the company is not good,

sometimes very much exceed targets (170%, even 259% when exceeding the plan),
but also when the finish was just 40 -50% target. Companies often exceeded
production major products (black cement, additives) and it is not completed the plan
at very low levels in the construction and materials business (sometimes it only
reached 49% of target and never completed in this service plan). The failure to
complete or exceeded production plan happens in most of the year. During these
years are not a big event occurs (such as technological change, expanded markets,
structured finance, human resources or product demand, the policy of the State on
the industry ...) to strong influence the implementation plan of the Company. That
suggests, the work plan production still weak, no dynamism, no real damage to the
market as well as the production capacity of the company consumes.
2.2. Regarding the implementation plan of the objective strategy
The objective of the company was not built in a specific way so the economic
criteria when planning no much.
Reviews: In 2011, in 2012 the Company does not achieve the plan and its
objectives beyond the capacity and capability of the Company. But in 2013, in 2014
the Company has adjusted more reasonable targets and exceeded the plan.
Thus, we can see the work of identifying the target of the company is not good.
Therefore, the company needs to study carefully the environmental factors to plan
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strategic objectives to suit the actual situation of the Company. Goals have actual
situation closely with the work of implementing the new strategy ensuring to meet
requirements.
3.Evaluation of strategy implementation in the company.
a.Through analysis we can make a comment and integrated assessment of the
achievements, the problems still exist with the causes in the company.
These achievements
In recent years, besides the fundamental advantages by bringing innovation,

there are many challenges in the aftermath of natural disasters and the negative
impact of the financial crisis the region, especially the deep cuts to capital
construction investment capital, foreign investment in Vietnam, the competition is
increasingly fierce specially in construction market.
With a tradition of solidarity, promoting internal strength and the profound
direction of Vietnam cement Corporation, officers and employees of Haiphong
Cement and Construction Company strive to achieve remarkable accomplishments:
- In just two years, 2012 and 2013, the company has produced and sold a
large volume of cement and other products for the construction industry in the
province, participated in the bidding, selection of contractors for over 30 large and
small projects under many different fields in Hai Phong.
- The company has produced white cement good quality that few cement
manufacturing enterprises in domestic done.
- During the present time while construction investment decreased, the
market of building materials, the fiercely competitive to worry relatively full
employment for workers is very laudable job.
- Life officials and employees of the company increasingly improved
earnings over the years are quite high in the national common ground.
b. These problems exist
Although Hai Phong Cement Company has achieved positive achievements
in recent years, but there are still shortcomings and problems that the Company
needs to analyze the causes and find solutions. Specifically:
- No extension of business activities so the work involved in tendering,
bidding in the construction sector with the winning ratio is not high.
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- Manufacturing business market still confined within the province, not
many customers in faraway provinces.
- The labor organizations have not come up with the production and business

situation of the Company.
- Machinery and equipment are obsolete and incomplete and still many
stages manually causing difficulties for the development and assess the
effectiveness of management.
- The organizational structure and executive management of the company
production has been inadequate. So the ability to analyze aggregate information
about the company and the market is not high, causing the Company does not have
the ability to make the big decisions have long-term benefits, in order to improve
the efficiency of production and business activities in the future.
III. SOME SOLUTIONS STRATEGIC PLANNING OF THE COMPANY TO
2020
1. Investing to innovate manufacturing technology
Currently, the company has been using the technology of blast furnace
production. This type of technology is old, small capacity reached only 85,000
tons / year. Characteristics production is discontinuous, requiring every batch of
product must have the timeout and new supplies. Therefore, efficiency technology
is not high.
New technology that Vietnam enterprises are rotary kiln, capacity of 2 to 3
million tons / year. Performance used continuously, saving labor and raw materials,
fuel.
Investment solutions for innovative technology companies is now urgent if
you want to thrive in 2020. With a capacity of 0.85 million tons at present, the
company only supply enough in the provinces, and in part to the other provinces,
unable to meet the current needs of the market.
Method 1. Investment purchase of new manufacturing technologies in the
foreign.
Value for rotary kiln the dry cement production, medium (2 to 3 million tons /
year) is 12 million USD. The potential of the company, applying for State
supporting of investment capital is entirely feasible. However, with the cost of such
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investment is large, the Company's market is not large, underdeveloped
reputation ... the ability to withdraw funds immediately for further development is
not feasible.
Method 2. The Company sewing am also link with other companies as
Hoang Thach, Chinfon ... to technology transfer. The transfer of technology to
domestic enterprises will save more and more relevant for Hai Phong Cement
because power and capacity of the company is now very limited.
On the other hand, the company should invest in clinker production line for
supply to other companies as Hoang Thach Cement, Hai Phong ... because of a few
years, the source of the raw material company is threatened by the strong current
exploitation of the company.
The profit rate of this investment has been the Company's Technical
Department calculations. If we compare the new investment and technology transfer
of the Vietnam factory, the technology transfer of the Vietnam factory will help
business performance of the company gained better for lower cost and still current
enhance productivity of the company. For domestic technology transfer, the
investment cost is only $ 2 million. Therefore the company should choose the
technology transfer projects in the country. Enterprise was selected as Hoang Thach
Cement because there are many similarities in the organizational structure, funding,
sources of raw materials such as Hai Phong Cement Company early that the new
investment company.
2.Determining exactly objective and analyzing environment
Correctly identifying development objectives.
With the current objectives of the company set out to 2015, it is not feasible.
Because, considering the current capacity, the capital, ownership properties,
production capabilities, labor skills ... the company is too weak compared to other
enterprises in the sector. On the other hand, the current market is not large
companies, along with Hai Phong Cement brand is not well known in the

marketplace.
Therefore, the Company should review the objectives set out and the feasibility of
the goals.

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The objective in the coming year should be consistent with the current production
capacity of the Company. In the coming years, the Company does not afford new
investment production line with a capacity to conduct modern but gradually.
important objectives of the company is now gradually changing up the machinery,
consolidate and raise the level of the workforce.
Analyzing the business environment.
The business environment of the company have not been analyzed in detail.
Especially the internal environment of the company. Therefore not properly assess
the internal environment of the Company should the Company's objectives set
incompatible with the development requirements of the company.
Companies should conduct internal environmental analysis starts from the
level of technology and equipment systems of the Company. The company needs to
accurately assess the capacity of the machinery, wanted so, the Company shall
invite experts of the cement corporation for consulting to build investment strategy,
innovative machinery.
The next problem is the qualification of labor. Clearly, labor skills of the
company is now very weak. The company needs to accurately assess labor skills
development strategies for workers in the company. Labor development strategies
focus on raising skill levels for workers, improving morale and attitudes of each
employee.
Additionally, the Company must analyze specific elements of material resources,
management skills ... to enhance the Company's internal resources.
3. Expanding market research to enhance the competitiveness of products

In the market economy, enterprises now have to search their client. Meanwhile
competition requires each business must strive to try to win a highly competitive
position in the market. Therefore, the study of each enterprises market is the most
important basis for their planning and building production models of product types
in order to create customer confidence and attract customers to dominate the
competitive position of its rivals.
Good market research will determine the correct standards and product design
to production, in line with consumer tastes. Since then proposed product policies.
The company must orient the activities according to the needs, demands of the
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market. But the first, the company needs to sustain the existing market and then
towards market expansion.
To implement this measure the company's leadership team must carry out a
number of working steps:
+ Market research team need to aggregate information on quality, product
design, market demand, product innovation create products with superior designs of
rival products, launching products that form marketing wall to explore the market.
Also how ahead of the market and prepare for the new canvas shoes season.
Based on market demand, customer preferences, on the basis of the
assessment carried out in an integrated way can collate, analyze and compare the
expected corrective strengths and weaknesses promote its strengths in including the
assessment of the quality level of their products compared to market demand,
customer and products of competitors. Since then draw the necessary requirements
for business.
The company should continue to study the technical proposals to improve
product quality. To do it enterprises need:
- Management should clearly the great role of market research work for the
survival and development of enterprises and improve the competitiveness and

efficiency of production and business of enterprises in mechanism current market.
Then, through the planning department conducted this work while management
must provide an opportunity for staff consumption room for exploration, supply of
materials for research activity.
- Requirements for research staff must have knowledge of marketing, capable
to collect and process information, has trained the professional class, capable of
creative and dynamic work, understanding Cement industry. Knowing information
processing, acquisition and creation of new fabric patterns and technical department
then formed and designed value products on the market.
Equipment must be comprehensive, have the means to work, help
researchers better market conditions in the collection, processing, selecting
information.
 In our country, since the conversion mechanism of economic management
focused planning to market economy, businesses have been very embarrassing for
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strategic planning exercise. Businesses need to plan and implement a new planning
tool with enough flexibility to respond to changes of market. Business strategy is
built on the basis of the analysis and prediction of the chances, risks, strengths and
weaknesses of the enterprises, allowing businesses to obtain general information
about the external business environment as well as the internal resources of
enterprises.
And business strategy of an enterprise is a very important issue in the
context of the market economy, intense competition, it determines the success of
each enterprise in the marketplace. So to lay a sensible business strategy is a very
important factor to create the overall strength of each enterprises.

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