phân tích chiến lược kinh doanh của chi nhánh công ty hưng đạo container tại hải phòng đối với mặt hàng container e

Phân tích chiến lược kinh doanh của Chi Nhánh Công ty Hưng
Đạo Container tại Hải Phòng đối với mặt hàng container

Analyze business strategy of Hung Dao Container
Company in HaiPhong Branch for container products.

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TABLE OF CONTENT
INTRODUCTION
Container transport was born in the early 19th century when the US military
use of container as a way to transport essential supplies for the military to the
European theater in the First World War years.
However, until 1937, the container with the current standards actually been
born and is widely used today, and that is the period when Malcolm McLean, when he
was an American driver , invented a way of using the crates as trucks transporting
cargo containers at sea.
The beginning of the way this application and the importance of logistics in the
Vietnam war and the country in the Second World War, are two major reasons for this
mode of transport for development day one widely on a global scale today's era.
The birth of the container has brought many benefits to save significant costs
when combined with other means of transport such as trucks, boats. Helping to
transport more feasible than when transporting large quantities of goods.
Today, with a network of container transportation system throughout
government, multimedia combine shipping, container shipping has played a
significant role in the world economy. It should be noted that container transport,
container transport requires a lot of manpower involved from shipping lines, ports and
container leasing company, the company made important intermediate forwarder.
Therefore, my group decided to choose topics “Analyze business strategy of Hung
Dao Container Company in HaiPhong Branch for container products”.

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RESEARCH OF CONTENT
1. Introduction of Branch Company in Hai Phong Hung Dao Container
- Branch Hung Dao Container Joint Stock Company in Hai Phong
- Address: Lot 26, Ha Doan 2 Zone, Dong Hai 2 Ward, Hai An District, Hai
Phong City.
- Tel: 765 575 0313.

Fax: 765 575 0313.

- MST: 0301411035003
Hung Dao Container Company in Hai Phong Branch was founded in 1997.
After 5 years of operations, research and development in the northern markets, the
Hung Dao Container Company noticed demand for container growing. In order to
further promote the development of production and business operations and market
expansion. In 2002, the company has branches in Haiphong go into building
management system Offices, factories and dumps containers can accommodate 1,000
TEU, more than 17,000 m2 area located at Lot 26, Dinh Vu Industrial Zone, Hai An
District, Hai Phong City, with the trade name full translation is: Hung Dao Container
Joint Stock Company in Hai Phong branch.
With its geographical location situated on the main road to Dinh Vu Industrial
Zone, Near the Great Sea Port: Chua Ve Port, Dinh Vu Port, PTSC Petroleum port,
near the headquarters of the Import and Export Company, the fowarder, carriers,etc,...
facilitate trade, logistics, transport of goods, export and import of goods by container.
Besides Haiphong city is an important port city of the north, so the city government is
always interested in improving, enhancing, building and developing the port system
and the company has related to the profession import-export activities, goods

transportation, logistic activities directly used to container. On the other hand
Haiphong has also accelerated the pace of urbanization, focus on building great works,
large construction projects are underway will be the platform for the sale of products
includes Container Storage Container, Container cold, Container Office, the Container
and services related to the containers that Hai Phong Branch will focus and exploited
in the future of this strategic commodity.
With development efforts relentlessly to diversify the business service until
early 2010 the company has more products enter the US Ciągniki siodłowe and Semi
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trailer production to supply domestic and develop more freight car fleet logistic
service-oriented long-term development of the Company. Are affiliated but
independently operated, through 15 years of development, Hai Phong Branch has
gradually dominated the market in the North contribute significantly to the company
affirmed its full brand Hung Dao container market domestic and international.
2. Products and Services Hung Dao Container Company in Hai Phong.

Container 10 feet

Container 20GP

Container 40HC

Container 50 feet HC

2010 Prostar Day Cabs Trắng

2011 International model
Maxxfrorce

Container Office 10,20,40 Feet

VP fireproof container

3. Analysis of PEST model for container products
3.1 Economic environment
The technical speed of transport tools will not achieve high economic
efficiency without reducing transport time tool transport stops at the point. The most
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basic element to reduce the time to stop at the point of transport is to increase the
mechanization of loading and unloading at the point stitching transport. An important
measure to address all stages of mechanization of cargo handling is to create
appropriate large parcels. And that is why the container was born. The use of
container in import-export activities has brought many advantages such as protection
of the maximum cargo more, save packaging costs, reduces the time for loading and
unloading and waiting at the port, durable and have can be used several times and a
factor that helps transport half manipulate the tonnage, decreased liability claims and
loss of goods.
Our country has many ports system consists of 114 large and small ports,
distributed along the coast from north to south as the port of Haiphong, Saigon Port,
VICT, Tan Thuan, Cat Lai,etc,... Currently, according to statistics, about 95% of the
total volume of goods traded internationally is transported by sea. So the
transportation of goods by container for delivery of goods by sea is very important.
Vietnam's economy in the years that have kept continuous growth, GDP growth rates
in recent years at between 7% - 7.5% per year (the GDP in the national plan from
2011 to 2015 was 7.5% / year). This forecast comes from the following facilities:
+ Along with the trend of international economic integration, the domestic

manufacturing sector is growing strongly have created more favorable conditions for
the production and business investment in Vietnam's domestic and foreign
enterprises . This also provides opportunities for companies to promote their business.
+ The process of rural urbanization increasingly strong place throughout the
country, this makes improving productivity in agriculture on a substantial step,
extraction of oil and gas production is growing as a prerequisite for the mining
industry development conditions.
+ Along with the growth of Vietnam's economy, the international credit
institutions making more favorable conditions to support and preferential loans to
Vietnam.
Thus the Government has tried to be the preferential capital from abroad to
invest in building infrastructure for the country. In summary, from the trend mentioned
above showed economic environment indicates more favorable conditions for the
people of all strata of the settlement of employment and income in the future. This
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will lead to a rapid increase in the population's needs in the future, especially the
demand for meals, accommodation, travel,etc,... Thereby developing the transport
industry in the country in general and the Hung Dao Container Company in particular.
Sea Port is the focal waterway transport - road, which owns the national
infrastructure, serving the country's economy. But the port's business, manufacturing
business in the port also hinterland, customers, inputs, outputs,etc,... and the highest
desire of business is stable growth market, profitable production. To achieve this goal,
all the port operators are implementing corporate governance, can start from
operational production management,etc,... To the customer relationship management
market. Working in Marketing service that the port is a relatively new field for the
port business.
Due to strong growth of the world economy in general and Vietnam in
particular, the shipping industry, port operators and service tools also steady growth,

averaging around 16% throughout the decade , while some one some businesses, an
impressive growth rate reached around 50% a year. Recognizing the important role of
the sector, the government has promoted and encouraged investment in port
infrastructure, development of ancillary industries such as shipbuilding, ship repair in
order to improve quality and performance competitiveness of the port system, the
domestic fleet. However, at present, the infrastructure of Vietnam has yet to meet the
development needs of the shipping industry.
World maritime industry are huge opportunities thanks to increased economic
development and global trade, in which Asia is the most dynamic sector. Asian trade
accounts for a large share of the total import and export volume in the world. Vietnam
shipping industry precede development opportunities due to economic integration is
increasing (WTO accession) and economic growth of Vietnam.
Market freight forwarding and shipping services Vietnam ongoing competition
due to an increased in the number of enterprises operating in this sector. Estimated
there were more than 160 enterprises of maritime services (approximately 133 state
enterprises, others are joint ventures, private equity,etc,...). Private sector agents shipbroker has 68 units operating primarily in the maritime trade centers such as Ho
Chi Minh City - Vung Tau - Hanoi – Haiphong,etc,...
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In the field of freight forwarding (freight forwarding) from just the few stateowned business unit of services, far above the country has nearly 200 companies
(about 20 foreign joint ventures, approximately hundreds company limited,etc,...), not
to mention many foreign forwarder operating in our country through the agency form.
These factors may also affect the market share of Hung Dao Container. In addition,
business cooperation with foreign joint venture enterprises in the sector as well as
increased competition appears potentially more competitive and reduce the market
share of the Company.
Currently under the overall planning of Vietnam's seaport system (until 2015)
is focused on building a multi-purpose port plays a key role in key economic areas for
large vessels (2,000 - 3,000 TEU). Attention to the ports or zones for container

terminals and an international transshipment port, especially in the area of Ho Chi
Minh City - Dong Nai - Vung Tau (eg, complex systems Thi Vai - Vung Tau). When
the new terminal was born attracts a number of goods and affects the business
operation of the Hung Dao Container.
3.2 Political environment - law
In recent years, the Government and the Government Offices were interested in
removing some obstacles basic mechanisms and policies, but there is no priority
mode, adequate protection for national fleets Container as many others have done. In
particular, the regulatory environment relating to maritime activities is not clear, there
are provisions inconsistent with the possibility, developmental needs and the current
operating conditions of the Vietnam Maritime business. Especially protect market
policies freight, taxes, fees, application of the preferential regime and encourage
investment, management of foreign loans, purchasing procedures ship and licensing
regimes, management marine business of foreign objects on the territory of Vietnam.
Management can see the container shipping market inland Vietnam, the State is
applying management policies market mechanism mainly soft, little hard to use
mechanisms through administrative measures.
The political environment is increasingly unstable, and diplomatic relations
with countries increasingly expanded and improved as a positive factor to impact the
country's economic development. The legal system, administrative system reform,
perfecting constantly. Law went into economic activities create a favorable
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environment, safe for business enterprises. The view of the Party and the State on the
leading role of the national economy in economic development is a big advantage for
the state in general business and company building materials - construction and
housing business say in the year to own.
Industry global container shipping has been in surplus in recent years, and will
continue in 2015. As reported by Lloyd, more than 1.9 million TEUs will be added to

the world's container fleet next year. This represents a 10% increase in total container
fleet and many carriers will develop a larger scale. By default, the fleet replenishment
simultaneously with the removal of obsolete ships. 2013, the ship is removed is
recorded at a record 2.7%. And in 2014 had 2.3% more container ships are removed.
Next year, this figure is expected to decrease by 2%.
All this means the world container fleet in 2015 will increase by 8.8%,
exceeding demand growth was only 6-7%, and increases the capacity surplus.
However, there is still lackluster, with only 900,500 TEU vessels delivered in 2016, ie
4.5% of the fleet will increase. According to analysts, the removal of the old ship will
drag this number down further, and demand growth is again expected to be 7%. This
means that supply and demand will be balanced in 2016.
The legal system of our country today is not really complete and not high
performance. Additionally still exist many complex provisions overlap in
administrative areas, especially the provisions on customs procedures and activities
related to exports and imports. This makes a big impact to the business of marine
services company. Currently the State is implementing fully protected areas of inland
transport by ship and maritime agency services, such as not permitting the
establishment of joint ventures, or the transfer of maritime missions Vietnam-based
foreign affiliates of the company; compulsory foreign ship owners to specify a
shipping agent company Vietnam general agents for their vessels out of ports in
Vietnam,etc,...However, the implementation of trade liberalization, services,
businesses in the sector no longer the monopoly that only reasonable protection. And
when it will have the participation of foreign firms in the same industry Vietnam
market. This will increase competition and may affect the current market share of
Hung Dao Container.
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Special government encourages business owners Ship international shipping,
with policies such as reduced income tax on income from the charterer for

international transportation, corporate income tax exemption from revenues through
the sale of the ship but the ship business international shipping if revenues used to
purchase replacement ship within 1 year, corporate income tax exemption for income
from the commercial exploitation of Thailand flag. In addition, Government of
Thailand adopted a number of banks have subsidized the shipping business of a large
credits with preferential interest rates attached some conditions to grow the number
and tonnage of the fleet countries, particularly the container fleet.
3.3 Sociocultural environment
Economic transformation and political changes in law as well as socio-cultural
system, altering the structure of income and expenditure of the population in the
direction of economic growth, as expected, combined with the social Policy of the
Party and the State, the possibility of residents' income in future will be significantly
improved.
Earnings in 2015 of population tends to increase, so public spending to
improve living conditions and spiritual material also increased, while the demand for
freight transport. From practical economy began to prosper our country, combined
with the forecasted norm method and extrapolate the trend, we can identify trends of
residential consumers in the years to come.
In the development of maritime transport and other services related to the sea.
As predicted by experts will have 2/3 the amount of import and export commodities of
the world have to go through the the East Sea in the next 5-10 years. Demand for
transportation of containerized goods in Asia could rise significantly.
Road transport system is increasingly complete and upgrades: in 2015 strive to
complete refresh, upgrade and renovate more than 800 km of road, 10,000 new
construction road bridge; replacing rails, sleepers 40km rail, new construction
36.000m2 air station, 600m runway,etc,... handed over 10 large projects like highways
Cau Gie-Ninh Binh, Ho Chi Minh Trail Phase 2 (Pac Bo - Cao Bang, My An - Cao
Lanh,etc,...), Highway 2 (Doan Hung - Thanh Thuy phase 2), Highway 3, the LangHoa Lac (finishing), bridges Goods Shrimps, international airports Danang, Highway
1 bridge phase 3 (Tho - Based years),etc,...
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Vietnam does not have the large ports, deep enough to accommodate the largest
vessels, the lack of major seaports with scale logistics, lack of shipbuilding and ship
repair scale, systematic research facility marine scientific research technology, the
basis of marine disaster forecasting,etc,... in addition, Vietnam's seaport, there are
some limitations and challenges due to historical factors, the major ports of Vietnam
are located near big cities and in deep inside the estuary - where influenced by alluvial
and tidal.
According to the analysis and assessment of the economic demographer at
home and abroad, the Vietnamese population structure has entered a period of "golden
population structure" or "Door of demographic opportunity" or "Residual interests the
population". Doors of opportunity opened demographic for a country is the stage
when the proportion of children under age 15 is less than 30% and the proportion of
people aged 65 or older is less than 15% of the total population. With gold structure as
above, this is a big advantage by human resources and has a large market potential
market. Therefore, freight movement needs to serve market demand for related
products promises a big return rate. So, Hung Dao Container should take advantage of
this golden opportunity to grow the core business area of logistics to catch the trend
and make good use of existing opportunities.
3.4 Science - Technology
Infrastructure is not enough load cargo, according to the standard design of
highway route of Vietnam, the container load to allow vehicle traffic but 30feet
container standards of the world are used as 35feet, thus formed the technique of the
roads do not allow expansion superheavy transport on roads.
Incomplete deep water port and development in Vietnam, as of the end of in
December 2014, only some ports like Cai Mep deepwater, Cam Ranh. New
qualification designed for medium capacity ships docked world. This situation shows
the weakness of the technical design and construction of 403 ports in Vietnam, besides
showing the vision and interest in the development of port economy has not really

focused.
Shipbuilding technology and other means of transport is not complete and has
not met the needs of society, the Vinashin struggling on financial issues are a major
challenge for Vietnam's shipbuilding industry, which would make imports
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shipbuilding technology from around the world was slower and make our technology
does not keep the water in the world.
Following the evolution of the country's economy, demand for transportation of
cargo by container increased in Vietnam, adding that Vietnam had a real investment
environment more attractive should gradually appeared many carriers to invest in VN
as joint venture or representative office,etc,... During this time the import and export
of goods shipped by container in Vietnam has increased considerably reaching almost
18% of imports and exports of Vietnam. However, Vietnam has no real business
shipowner Container transport while most 20 leading container company has been
present in Vietnam as company CMA - CGM of France venture with Maritime
Corporation Vietnam (Vinalines), a joint venture company with Singapore's NOL
Vietfrach, MOL with Viconship company, APM with Saigonship,etc,... Besides, some
firms also use the form to purchase slots (slots) of the consolidation company in
Vietnam in distribution contracts tonnage as NYK, MOL, EVERGREEN, K-Line,
HANJIN, OOCL, P & O NEDLLOYD, ZIM, MEARKS SEALAND, APL,etc,...
Overall market in Vietnam Container Shipping endure much dominated from foreign
firms, we only run feeder service vessels transporting cargo transshipment in the ports
of Asia, Container ships run no routes far as equipment for loading and unloading
work backward incomprehensive. Therefore, if there is no serious attention from the
government, it is difficult for container transport growth, taking advantage of
Vietnam.
4. Analysis of the business micro- environment for container goods
4.1 Customers

Customers of Hung Dao Container lot include individuals, groups, businesses
have transportation needs in and outside the country,etc,... In 2010, Hung Dao
Container had shipped thousands of shipments for the company MHI, Siemens,
Mitsui, FLSmidth, Alston, Vatech,etc,... Serve many cement plants, electrical,
chemical and industrial parks in Vietnam. Principal customers of Hung Dao Container
are the units, individuals in need of shipping agents, customs brokers, shipping agents
and freight forwarders. Those are the shipowners, carriers, shippers, the shippers, the
service personal need shipping, counting,etc,... With the motto "The customer is king"
and especially in the period of fierce competition as today, when the god more
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discerning than in the request, the service quality requirements of Hung Dao
Container must be one day improve and develop new types of services, on the one
hand is to retain longtime clients, familiar; on the other hand, entice and attract more
potential customers to use services offered by your business.
Time coming here, Hung Dao Container will face certain difficulties when
some clients will no longer use the services of Hung Dao Container for their own
independent marine services division to operate. Or as the former Saigon Hung Dao
Container specializes in acting as agent for the passenger trains at Saigon Port Saigon
port but now also features a separate agency to exploit this service segment. In the
field of real estate investment and finance, pressure from customers is very high when
the main investment real estate financing is not the traditional business field of Hung
Dao Container, the competitive behavior of traders brand is not as high as other
companies such as: Hoang Anh Gia Lai Group, Vinatex Land ThuDuc House, Phu My
Fertilizer, Bao Viet bank, NKK (Japan), OrionCorp, Intesa Sanpaolo bank, Bao Viet
Securities, diplomatic missions Embassy of Belgium. On the other hand in the present
economic situation of solvency for the company will face some difficulties due to the
deterioration of the business as well as the economy of Vietnam and the world.
4.2 For existing competitors.

From the main areas of activity of Hung Dao Container is: Boat Dealers,
container shipping, and customs brokerage, and financial operations we recognize
these direct competitors with Hung Dao Container are enterprises operating in the
same industry, the same field. That is the forwarder (Forwarder), shipping agents
(Shipping Agency), forwarding agents (Forwarding Agency), logistics (Logistics).
According to statistics, the country has about 200 enterprises of maritime services
(including about 100 state enterprises, others are joint ventures, private equity,etc,...).
The principal business activities in the economic hub of maritime commerce as Ho
Chi Minh City, Vung Tau, Ha Noi, Hai Phong, Quang Ninh. In the field of freight
forwarding (freight forwarding) and logistics (logistics), currently calculated on the
country has more than 500 enterprises, including 20 joint ventures with foreign
partners.
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Increasing competition between the Company as maritime services, especially
in the field of shipping agency services, transport agents multimodal problem is not
just Hung Dao Container that every business is facing. The number of service
enterprises increased rapidly, while the transport market has developed only certain
extent. Some private companies are willing to discount services below the permission
of the State in order to entice customers. In the company there are some who are so
active in the sector, after a stint at the State company, amassed several customer
relationships have diverged certain established private companies. Unfair competition
is causing significant impact on production and business activities of the Hung Dao
Container and the prestige of maritime services sector in general. The business is
currently strong opponent of Hung Dao Container primarily in specific areas such as:
- Companies liner agency services, freight and logistics agents: Vietfracht,
Vosa, Saigon Ship, Vinatrans, Transimex, Safi, Vietranscimex, Ben Line Agencies and
companies with private agents.
- Ship agency services: Kien Hung, Eastern Asia, gods, Vietfracht, Vinamar,

Vosa,etc,...
- Financial activities, real estate: Housing Development Company (ITC),
ThuDuc House.)
In general, these enterprises most formidable opponents of Hung Dao
Container on most business sectors can mainly be mentioned are: Vinatrans, a state
enterprise and a strong reputation in the service providing similar services Hung Dao
Container and Ben Line Agencies is a foreign enterprise, renowned in the field of
acting as agents for shippers and forwarders (forwarders) abroad.
The WTO accession means that the commercial activities, services
liberalization, the industry can now no longer the monopoly. The participation of
foreign firms in the same industry Vietnam market will certainly increase competition
for business activity of Hung Dao Container.
4.3 Potential competitors.
Potential opponents of Hung Dao Container is the clients, partners of Hung
Dao Container familiar as shipping lines, airlines, courier firms. By considering the
field of transport, forwarding, logistics, you can see that this is the unit that customers
shipping needs to first think and the truth is the world's largest customer needs regular
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export examples of clothing or sports shoes like Adidas, Nike are direct customers of
the carriers rather than through the intermediary transactions forwarder (forwarder) or
forwarding agent.
In 2010, the World Bank (WB) had ranked Vietnam ranks 53/155 countries on
logistics performance indicators, the national head of the low-income group and the
average level in the world. Statistics show that, at present Vietnam's logistics services
account for about 15-20% of GDP, while in the developed countries is 8-10%. This
figure is too attractive not only stimulate domestic enterprises scrambling to do
logistics, but also caused the largest maritime corporations such as APL, Mitsui OSK,
Maersk Logistics, NYK Logistics,etc,..., powerful corporations with large

competitiveness, experience and financial resources to the system huge dealer network
dense, dedicated warehouse system, closed service worldwide, the network extensive
communication, organizational management degree high, sought entry, consolidation,
market domination of our Logistics. The latest figures that Freight Forwarders
Association of Vietnam (Viffas) launched showed weakness of firms 'internal'.
Specifically, according Viffas, in 1000 enterprises operating in the logistics
industry, logistics, in fact only about 10% of businesses actually provide logistics
services. In particular, foreign enterprises (joint venture, 100% foreign capital) has
won about 70% of the market thanks to the professionalism of the business, wide
network and application of modern information technology. Enterprises of Vietnam
only meet the simple service, with limited technological level, even just "hired" for
foreign companies. Viffas representative acknowledged that activities of the enterprise
service delivery, warehousing, logistics Vietnam still fragmented, multiple
intermediaries, agents, price competition is mainly, lack of investment in technology,
specialized professional,etc,... Should not create value added chains and hard to get
customers trust.
4.4 Supplier.
For businesses, the transport service provider Hung Dao Container is
Corporation the specialized production of transport vehicles such as container trucks,
ships and other equipment used for other transportation. For service businesses port
operator and logistics provider, the principal of Hung Dao Container is the enterprise
specializing in the design and construction of ports and warehouses. In the real estate
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sector, the Hung Dao Container heavily dependent on raw material suppliers
construction and technical facilities in the building.
4.5 Distributor.
Because Hung Dao Container business services primarily to distribution
through dealers often, dealer network. However Hung Dao Container still

underdeveloped network of agents now do for themselves because in fact Hung Dao
Container still acting as agents for some foreign companies like Hyundai Vietnam,
Sinokor, OOCL in the field of transport downloads, Hung Dao Container is the agent
for more than forty international forwarder company, providing services airfreight
forwarding, sea forwarding, packing service, door to door service, customs liquidation
, transportation services by truck, barge to the place on the territory of Vietnam,etc,...
At the private sector port operators and logistics, the transport sector is part of the
distribution channel.
5. Analysis of the competitive impact to Container items
5.1 The trend becoming conglomerates
This tendency to strengthen the role of the State enterprises in the context of
the country's economy to full integration into ASEAN, the State advocates a step to
consolidate State enterprises to enhance competitiveness of local businesses by
grouping together businesses combined to form large-scale enterprises than in all
aspects (capacity, capital, equipment, technology, scope of operation,etc,...) and at
National level. This will make the competitive strength of the business unit is
increasingly strengthened, reducing the risk of competition within the industry.
Vietnam logistics companies are divided into three main groups: (1) A foreign
company with 100% foreign capital or joint-venture company, (2) the State enterprise
groups, and (3) Private company (according Mr. Trinh Ngoc Hien, Chairman Board of
Directors and CEO of Vinafco).
The first group - the majority focused on global customer segment in each
country of them, is that consumers are aware of the logistics very full and needs to use
the package logistics services.
The second group - occupy almost the entire services of freight forwarding,
domestic transportation, serving diverse customer segments and primarily specialized
15


strengths of each individual array. Most of the profit in the field of transport and

distribution transportation sector fell into this.
The third group - the group with the most potential for future development,
targeting similar customer segments - the private company, shares are the strongest
brands in Vietnam. In the third group, the logistics service providers and service users
are changing very fast awareness of logistics. When the rights of ownership associated
with corporate interests, they always calculate the most efficient plan for special
operations are the factors affecting the cost and competition.
5.2 Trends competition from other economic sectors
In the commodity economy of our country, all economic sectors are business
freedom in accordance with law. The owner can form a mixture, mix together to form
the diversified business organizations, businesses do not have ownership ties to
business freedom, cooperation in competition with each other, equality before the law.
With such economic environment, competitive risk frequent fierce among economic
sectors, especially for the construction market have tended to grow. Transportation of
bulk cargo transport mainly raw materials for industrial commodities like coal, ore
and cement.
We can say that bulk commodities huge proportion of the total volume of goods
transported by sea. In Vietnam, we export annually more than three million tons of
coal and hundreds of thousands of tons of ore types. At the same time, we also started
to import fertilizer left with sizable volumes, and is expected in the coming years, this
volume continues to increase. Thus, the total volume of import and export bulk cargo
annually is huge, but the number of vessels dedicated bulk cargo fleet of Vietnam is
still modest. Also, a very difficult factor for the development of fleet that our port
system is generally defective.
One factor causing challenges for Vietnam Sea fleet which is the fierce
competition of foreign fleets, especially in the field of container transport, crude oil,
oil products. While our fleet, as analyzed, is limited in quantity and weight.
5.3 Trends transport market entry of foreign competitors
Vietnam's full integration into ASEAN could lead to the company of other
countries in the region have eligibility to enter our country raises the risk of

competition, until 2015, the domestic enterprises face with many new competitors. In
16


summary, the trend shows, the competitive environment for companies in the future
will have a significant improvement in the direction of lower pressure the company
competitive.
The time has not seen an economic organization of society have accurate
figures on the number of business enterprises in Vietnam Logistics Services, including
the Association of Vietnam Freight Forwarders (VIFFAS) is a professional
association. According to unofficial figures, to mid-2011 Vietnam has approximately
1,000 enterprises in all economic sectors are trading logistics services in Vietnam. In
this issue, as of October 2011, there are 133 businesses are members of VIFFAS,
including 116 official members and 17 associate members. Scale enterprises are
mostly small and medium category.
Currently, the activities of the South Vietnamese ships in overseas routes
mainly focused on the following areas:
- The container ship of Maritime Corporation Vietnam voyages Singapore,
Hongkong, Taiwan.
- Vosco fleet mainly run as Philippine Southeast Asian routes,
Indonesia, Thailand, Malaysia, Singapore, South China, in addition, the second
main line carrying goods from Vietnam, Thailand, the Middle East or taken for
imports of Vietnam and some countries in the region .
- The fleet of Vitranchart run Southeast Asian routes, also run some routes to
Africa or Central America.
- A number of ships participating Vinaship run Southeast Asian routes.
- Left some other companies ships small quantities, small tonnage, run
negligible overseas routes, mainly concentrated domestic run.

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6. The SWOT analysis of goods Container
Strengths

Weaknesses

S1: Good management W1: Freight Network and
team
S2:

ports
Strong

financial W2: Price high service

position

W3: Marketing Management

S3: Quality of Service

W4:

S4: Prestige brand

System

Management

Information

S5: High market share
Opputinities

S6: R & D
Combining SO

O1: The policy development
priorities of state

Combining WO
W1 + O1,2,3 → Combining

S1,2,3,4, 6 + O1,2,3,4 forward, joint venture or associate.

O2: Favorable geographical → Market Penetration, W2 + O1,4→ Strategy price
location

Market Development.

O3: Large market potential

S2,6 + O5 → diversify

competition.

O4: The growth rate of the horizontally.
sector
O5: Science and technology

is growing
Threats

Combining ST

T1: Infrastructure incomplete

S2 + T1 → Combining W1 + T1,5 → Joint Venture and

T2:Exchange rate fluctuations backwards.
T3: Competitors

associates.

S1,2,3,4,5 + T3,5 → W2 + T2,3,5 → Cut costs to

T4: The threat from natural Joint
disasters

Kết hợp WT

Venture

associates.

and reduce prices.
W4 + T3,5 → Restructuring the

T5: WTO/AFTA

organization's

T6: The economic situation is

information system.

not yet stable world

W3

+

T3

management
--->

Strengthen

T7: World oil prices rise
Marketing Activities
7. Some proposals and measures to improve the operational efficiency of the
company, especially the business strategy for Container items.
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7.1 Market analysis Container transport
7.1.1 Consolidated trend
Container shipping industry was tottering with surplus capacity, as well as
rising fuel costs have become the main reasons for the losses reported by many

businesses. The consolidation of the large carriers are considered to be quite difficult
because of barriers of state ownership and the conditions for achieving an agreement
between carriers are simple. Hence, an agreement between Hapag-Lloyd and CSAV,
Hamburg Süd and CCNI, CMA CGM and OPDR, Horizon Lines and Matson are
important agreement was announced in 2014.
Next year, the forecast multiple carriers may be joining the big leagues rather
than the acquired. However, analysts said that there are still many opportunities in this
market. For example, forecasting the economic recovery was noted many positive
signs of improvement, multinational enterprises now want to develop transport
operations in emerging economies and developing countries, many organizations
officials are considering new investment opportunities,etc,...
7.1.2 The problem of port congestion
Backlog, congestion at the ports have become the subject of much interest
throughout 2014 worldwide. Analysts said that the larger ships with more cargo
volume is difficult for the adoption at the port. However, vessel size will increase
throughout the next year, not only on the main line, which includes a small gland in
the region. And obviously the port congestion and delays to customers is inevitable.
7.1.3 Movements of charges
Almost there are few signs that will change in stabilizing rates on key trade
lanes in 2015, as well as changing the form marketing and business tactics of the
carriers.
With the introduction of larger vessels in operation, shipping lines under
pressure from several factors such as filling capacity of ships transport, the congestion
at airports, the surcharge, seasonal shipping needs,etc,... This means that the general
rate can be pushed up.
7.2 For company
The aim of the company is trading company make a profit but they often work
with familiar customers. This has limited the ability of the Company to compete in the
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market. Therefore, companies should quickly find new customers, by constantly
improving service very good, to best meet customer needs, expanding the scope of
activities than half of the company, more advanced position and prestige in the
marketplace. For example, companies can promote the image of the company through
the mass media such as newspapers or introduce more clarity about the company's
activities on the company's website as this is useful bridge The most effective to put
the image of a large company to customers and also the effective marketing measures.
Companies should have policies, long-term strategy on price, market, time,
quality,etc,... As always interested in customer needs, and maintain business relations,
frequent contacts to capture feedback from customers. The preferential policies such
as price discounting for longtime customers and regular customers contracted. These
are very practical policies to attract customers.
When this policy is enforced both companies will be able to ensure customers
are familiar medium can attract new customers. In addition, the company should also
pay more attention to the half-life and spirit matter of individual officers - employees.
Because it is a very important factor affecting the positive attitude and maintain
intimate relationships. Create a work environment comfortable, no pressure, along
with the introduction of policy incentives to reward and motivate staff always try their
best effort to complete the job and is intent long-term commitment to the company.
The company should also have distributed work schedules that are a good
match to avoid more than half the shipment was behind the contract got to discredit
the company.
Currently if talking about office equipment company, was very well equipped
but the means of transportation of the company is still limited so companies need to
invest more than half of transport. Because the company in this respect depends on the
outside lot. More specifically, companies should enhance the car-trailer, truck,
expanded warehousing systems, complement the existing number of vehicles
(companies often have to pay storage charges, demurrage due to no transport vehicles
while commodities are done Customs procedures).

The company employees are graduates from the University and colleges
nationwide reputation, experience so companies need to make better use of human
resources half of the company to promote business activity. Namely facilitating more
20


for officers and employees are studying through the practice session short or medium
term in order to raise foreign language proficiency, professionalism and skills
exchange injured.
The time element is always an pretty important factor affecting the competitive
strategy of the company, so would like to shorten the time line, the close collaboration
maintained, supported between departments is really necessary. Another factor
affecting half the cargo that is the advance payment for the cargo carried. As
forwarding company, so the company always undertakes many consignments so many
instances when shipments do simultaneously, the Company will encounter difficulties
in advance for your employees do every failure sufficient amount of cash. To remedy
this situation the company needs to build a reserve fund for the prevention of these
cases arise when there is not enough money to serve the cargo.
The majority of the Company's contracts are imported so the company needs to
exploit and capture the water source in order to support the domestic export partner
Foreign market research. This contributes to an enhanced reputation for the company
as well as increased foreign currency for the country.
7.3 For the State
In the economy as the current crisis, enterprises are faced with many
difficulties therefore the State should create conditions more than half to support
enterprise development. Specifically, as the State should have guaranteed policy at a
satisfactory rate to encourage exports and restrict imports because of the volatility of
the exchange rate will cause instability in the import-export business of the Company.
The management of State for Trade must constantly be correcting, and striving to
catch up with the development and evolution of the domestic and foreign markets.

Besides the support policy of the State capital should be strengthened to support the
development enterprise. State needs to market forecasts, the price of gasoline,etc,... To
support information for businesses and carried out regularly for business can predict
new opportunities, and may prevent the negative performance may occur.
Our country is a developing country should work to encourage foreign
investment in our country is also very necessary. So, State of Vietnam should also take
advantage of more than half of the sources of foreign investment for the development
of economic resources, development of the country. The State shall create favorable
21


conditions for foreign investors not only contribute to the economic development of
the country through this activity also helps the enterprises of our country learned more
experience not only of science degree technical school of the country but also have
more experience in managing and operating enterprise that is most effective. A healthy
environment, stability is considered the first conditions for the partner business
collaboration options while our country is the country considered one of the country's
economy and political stability so that the we need to take the better half of this
advantage to attract foreign investment.
State of Vietnam needs to be adjusted so that the legal system is increasingly
tight, full and transparent to ensure that the rights and legitimate interests of
enterprises in our country, help the enterprise more secure in the manufacturing
business. Should further simplify export and import procedures at the stage namely
open declaration should quickly apply the open declaration by electronic declaration
system to save time and help enterprises more conducive to implementing export
contracts, to avoid delays in delivery caused additional costs incurred, such as costs of
storage, demurrage, fines cont affecting business performance of export enterprises
export.
Another element which we find also very important for the development of
export and import operations it was State needs tighter management and tougher

policies on corruption, business executive some Customs officers today. Should have
the appropriate policy reform than to be able to erase the bad impression of our
country to some foreign traders because of this impression that they are concerned
about investing in our country for our country still be regarded as an investment
location is relatively expensive and risky compared with other countries in the region
due to the procedure, the rules to permit troubles, not to mention the cost to pay for
currency bureaucracy, corruption, taxes and charges are not predictable. And this is
very big impact on import and export operations. In addition, the State should also
invest more on infrastructure facilities for the system of seaports and airports as well
as to invest strongly freight forwarding industry, especially the fleet to be able to
competition with foreign fleets in the freighter, other important sectors like Insurance,
banks should be invested to build adequate national resources actually help the
22


enterprise strengthen confidence in negotiations judge concluded export contracts with
the most favorable conditions.

23


CONCLUSION
Maritime transport carriage undertaken to 80% of the volume of goods traded
in the world and 90% of containerized cargo. For our country, shipping has a big role
can not be denied. These years, especially since Vietnam implemented open-door
policy, Vietnam maritime transport sector has been growing rapidly, Vietnam maritime
market is gradually extending in the overall pace of business trends and global
regions.
The cause of reform, opening-up policy, Vietnam's integration with the
international community has created an opportunity for the volume of goods imports

and exports from Vietnam increased at a faster pace. If in 1986, the total volume of
goods through new nationwide reached 13.9 million tons, the 1997 has reached 45.7
million tons, an average increase of 10%/year. Private container cargo through the
ports period 1991-1996 increased at a pace of 30-35%/year. However, for many
reasons, the amount of import and export goods of Vietnam by the domestic fleet also
undertake small compared to the actual capacity.
When the country opened for integration with the region and the world, along
with the development of the economy, export increase has created an opportunity for a
series of large international carrier market presence in Vietnam to compete with
another, with the maritime industry in Vietnam, especially with Vietnam container
fleet still small in number and tonnage. Meanwhile, goods in shipping containers is
seen as the biggest revolution in the world behind the information revolution. Shortly
after appearing in 1956, the container has a growth miracle. The period 1975 - 1994,
the number of containers handled increased by 7 times from 17.4 million to 126.6
million TEUs. This growth trend was maintained until the early 21st century.
In Vietnam, the next evolution of the economy, demand for containerized cargo
has increased dramatically, however Vietnam has no real business shipowner container
shipping while the majority of the 20 largest container shipping lines in the world had
been in Vietnam under the form of joint ventures or representative offices. Generally,
the container shipping market in Vietnam is still heavily dependent on foreign carriers.
We do not really have the container ships voyages far as equipment for
container shipping services are obsolete and lack of synchronization. Vietnam
24


container fleet is required to be the more serious attention from the government to be
able to grow faster and stronger, make use of their existing advantages. For container
shipping businesses of Vietnam can integrate and participate in business activities on
an equal footing with the major carriers in the region and the world, besides the
support policy of the state, itself each SOEs as maritime corporation or private

business venture and have seized the moment of transition to quickly enhance the
competitiveness and income procession, not rely on the temporary protection of the
State.

25