phân tích chiến lược kinh doanh của công ty cổ phần MAYHAI đối với sản phẩm áo sơ mi nam e

Phân tích chiến lược kinh doanh của Công ty cổ phần
MAYHAI đối với sản phẩm áo sơ mi Nam
Analyze business strategy of MAYHAI Joint Stock
Company for products Men shirts.
TABLE OF CONTENT

1


INTRODUCTION

Vietnam textile market is growing very strong both domestically and
internationally. Currently, the brand name apparel market in Vietnam is quite rich with
many designs, types and diversity of form,... are competing for market share in both
domestic and international.
Considering the market within shirt for men, there is a lot more prominent
brand but are still high-quality brand, reputation, perennial as: AN PHUOC, VIET
TIEN, MAY 10, MAY NHA BE, MAY PHUONG DONG, NGUYEN LONG,
THANG LONG, AGTEX,etc,... In the fierce market competition, each brand offers
ways to position the product in the customer's mind as well as capturing domestic
market share. However, the choice of brand development strategy depends on many
factors outside and inside. The identification, analysis, evaluation and selection of
strong opponent, weak to have the right strategy is not a simple matter.
And MAYHAI - brand is increasingly trusted by consumers on many different
aspects such as the fabric is quite good for carefully selected, stylish design,etc,...
Currently the brand is influenced pretty much compete with strong opponents have a
great impact on garment market. Therefore, the identification of each competitor to
identify strengths and weaknesses nature of its competitiveness strategy to maintain
and enhance the brand is one of the urgent needs in the current period.

2

RESEARCH OF CONTENT
1. Introduction to business areas of MAYHAI Joint Stock Company
MAYHAI Joint Stock Company is an enterprise manufacturing and large
garment exporters from Vietnam. The company's main products include: Men's shirts,
women's shirts, pants, shorts, jackets and knitwear.
In January 1990 started production MAYHAI garments for export to the
markets of Eastern Europe, including Hungary, the USSR, Cheslovakia, Bulgaria as
one of the subcontractors for the manufacturer and the company big trade. Within 4
years, MAYHAI has expanded the production capacity of 350 sewing machines, 500
workers and increase output to 4,000 jackets/month.
In January 1992, has shipped MAYHAI to Europe and started successful in
exporting to the customer first, and from this point the EU became the main market
MAYHAI.
In 2002, after a bilateral trade agreement between Vietnam and the US take
effect in November 2001 opened up increased market opportunities and MAYHAI
immediately expand into the US market. MAYHAI has become one of the reliable
manufacturers of large customers in the US and European markets.
Since January 26, 2005 the company officially renamed "Joint Stock Company
MAYHAI". Within 19 years, MAYHAI became a manufacturer and a leading exporter
of garments men, women and children with over 1,500 skilled workers with an output
of over 3,000,000 export products every year.
MAYHAI existing two garment factory with monthly capacity of 300,000
products and a washing machine with a capacity of 700,000 products/month.
MAYHAI always try to bring the best service to customers and has made certain
achievements in recent years. MAYHAI fashion represents elegant style of Vietnam.
With its vivid design, geometric designs and detailed, meticulous, with particular
colors and materials create a unique style on the design of products for all ages.
2. The typical products of MAYHAI - particularly Men shirt line

Currently MAYHAI has become one of the leading companies in garments. In
addition to the production of goods for domestic embroidery, MAYHAI there are large
export markets in Europe and Japan. Headquarters and the workshop of MAYHAI
3


distributed throughout the country Vietnam. The main activities include the provision
of all kinds of garments for the domestic market and internationally:
* The main products
- Children's Clothing
- Women Fashion Clothes
- Trousers, jeans and shorts
- Shirts, men's T-shirt
- Suit, Jacket and Jackets children
- Women's Underwear
- Embroidery
- Sport shoes
To facilitate the study in depth business strategy for a specific product of
company MAYHAI, group I decided to focus on the men's shirts. Products Men's Shirt
MAYHAI company now there are many types with various colors, designs richer and
partly meets the needs of the garment on the market is fluctuating rapidly. Over the
years MAYHAI Company has used a variety of fabrics and high quality raw materials
are imported from abroad to produce a high-quality men's shirts for the local market.
At the same time, conducting import some machinery, modern technologies such as
sewing machine, cutting machine, the machine, washing machine, embroidery,etc,...
with the control of a team of skilled workers has helped the MAYHAI company
ensure product quality standards.

4

Society is growing, the demand for human garment higher. Therefore, the
market is occupied clothes matter. In many kinds of clothes, the clothes that are the
gentlemen present most attention is the "shirt". For several decades, we felt like shirts
and trousers with antique-style break, snap installation checks shoots, straight hair is
very traditional. But in fact the modern consumer trends with clothing brands and
international Vietnam has a strong impact on the habit of wearing the shirt.

Shirt is giving shape sharp shirt polite, tasteful and elegant styles for men, it is
important that you know how to combine shirt with tie or sweater, vest along. With
Politics
- lawshirt shirt design will be inappropriate, therefore, to fashion,
the young guys,
baggy

more sophisticated designs to choose for him clothes fit the body. The time in major

Culture - Technology
Social

The economic

cities across the country, consumers are already familiar with the high-end fashion
store called MAYHAI. Unlike other fashion brands, often distribute products through
agents, companies hire shop MAYHAI initiative and appoint its staff undertook.
With this expanded form, MAYHAI brought by manufacturing products to endconsumers directly, which can listen to and meet the needs of consumers correctly.
Also, when gifted MAYHAI products but not like the color or size, consumers can
bring to any shop of the company in exchange for other products within a month with
processes apparel, footwear exports, MAYHAI company decided to market products
branded MAYHAI.

3. Analysis of PEST model for products Men's shirt MAYHAI
5

The capacity of the suppliers

unused condition. From the experience of quality management, market and production


3. 1 Politics - law
Our country currently has manufacturing standards, rules on competition,
protection of copyright, patents, tariff policy for goods imported,etc,…Also being
applied to protect business from counterfeit goods, pirated goods and to honor the
Vietnamese brands.
The elements of the political environment and the law impact to the formation
and exploitation of business opportunities and the implementation of corporate
objectives. Political stability is an important prerequisite for business, political change
can influence business groups favor or inhibit the growth of other businesses. Vietnam
legal system is increasingly complete and strict in enforcing the law will create a
healthy competitive environment for businesses, prevent fraud, smuggling,etc,...
The degree of political stability and law of Vietnam allowed the Company to
May two can assess the degree of risk, the business environment and its impact on the
business of how, so research at the political factors and the law is an indispensable
requirement if the business involved in the market. However, economic models and
invest in Vietnam are still consequences, negative balance carry-area crisis late last
century. Even without the financial crisis last monetary area, it also has a lot of
6


obstacles in the water making it difficult or hindering the development of Vietnam
enterprises in the process of boosting exports of textiles unfortunately.

In terms of legal basis and policies, management policies both macro and
microeconomic reform needs to be thorough and comprehensive. The reform of stateowned enterprises is slow, less effective as desired. Credit markets, financing is still
egg, tiny. The management of land to form the administrative regulatory framework is
also a problem. Exchange rate policy, fiscal policy credit is the current pressing issues.
Besides, the reforms now in order to create conditions for private sector development
effectively is one of the major challenges of the textile industry.
3. 2 The economic
US export market is the largest apparel companies. Since 2011, the size of the
garment export companies in this market has been continuously expanding and
growing at a rapid pace, and in about 4 years, the US has replaced the EU as export
market The highest proportion. This is market demand for the largest apparel world,
large population, half the EU consumption. Since the normalization of relations
between Vietnam - the US, lifting the embargo, especially after Vietnam joined the
WTO (GSP and MFN), the activities of the garment export companies on the
continuous market reaped great achievements. By early 2011, the US economy is
gradually improving and developing signs of optimism from the crisis than the global
economy, which has made the proportion of exports of garment companies in the US
accounting for over 70% of exports.
The situation in our country in 2014 took place in the context of the world
economy recovers slowly and unevenly between the economy after the global
recession. In addition, volatile political situation in some countries, especially in the
eurozone led to business in the field of trade and industry as well as exporters of the
euro area are strongly influenced by measures economic sanctions between countries
in the region. Domestically, the macroeconomic developments in a positive direction.
However, total demand in the economy slowed, production and business activities of
the enterprise is difficult, merchandise inventories remain high. Absorbing capital
strength of the economy is weak. East Sea situation more complicated, partly to
influence economic behavior - social and national life of the people.
7

After US export markets the second largest apparel company is EU. This line is
the export market traditional garments MAYHAI company particular, Vietnam's
textile and garment industry in general, with more than 500 million consumers are
demanding high quality, designs and models of diversity and trendy. garment exports
from Vietnam to the EU thrives after agreement from textiles trade between Vietnam
and the EU was signed on December 15, 1992 and an average growth rate continued
to increase during then.
In other markets, the proportion of exports of garment companies also
generally increased over the years, but still many changes, not really created a stable
position on the market there. In recent years also mark the expansion of exports in
new markets such as Belgium, Norway, Chile,etc,... Although the proportion of
exports in this market has yet to contribute significantly to the total export turnover,
but it also marked the adaptation efforts of the company during the world economy is
still not completely overcome the recession.
3. 3 Society - Population
Market economy greatly affects the style of dress of the people especially the
gentlemen. In every age, the man who always plays an important role. The important
position of the country the majority are male while women account for only a small
part. Then came the great work like new only women do, they do like to cook,
sew,etc,... The fact that has a lot of chefs, fashion designers are men. None the family
men are pillars. Thus style of dress of the eyebrow whiskers always get attention.
Provided that the market economy today, the man must go out much for a
living society, to communicate, to work. Hence the need to dress them becoming more
important. By dress reflects their personality so much as well as affect the success of
the work. Currently, the needs of male dress is very developed. As analyzed above,
men who engage in social work relatively much. Currently, the fashion trend for men
in the summer is to use the fabric is thin, light, humidity, good absorption to match the
hot climate of the whole country as well as the heat of Haiphong.
Colors need to avoid dazzling cool, uncomfortable. Fresh color of male fashion

show presented in a youthful personality do not honor complexion or physique.
Although each of the foreign companies is very expensive but there are many choices
because it looks chic, elegant. It has raised a high income but are not willing to buy.
8


On the other hand, due to the demands of human development, the manufacturers
understand this strength has produced a series of shirts with various designs, rich. But
because of the profits that the producers seem to pay more attention to the appearance
of shirts was suspended due to content type of fabric quality immediately. But today,
mobile men shop less scrutiny so despite many cases to buy expensive but still buy
lemons. Therefore, the interests of consumers have been lost.
The socio-cultural factors have a large impact on customers and business
operations of the business, as constituents psychological and tastes of consumers.
Through this element allows the enterprise knowledge at different levels of audience
served via free choice of business practices accordingly.
Income can affect the choice of products and quality to meet, occupational
social class affect how attitudes and behavior on the market, the factor of ethnicity,
culture reflects perspective and how to use the product, which has requested to meet
specific situation has a chance to diversify the ability to meet the needs of businesses.
Currently, people's lives have been improved markedly, spiritual life is also
improved, the shopping needs of high-end products is rising. Per capita income in
Vietnam this year is expected to be 1,000 USD and up to 2010 was 1,050 - 1,100
USD. Previously, Vietnamese people only pay attention to the affordable fashion
products in China, the country and today, the high-end fashion products bearing the
mark CK, Louis Vitton, Clack,etc,… Gaining certain positions in their fashion needs.
In 2010 Vietnam who has spent nearly 45 billion dollars for the purchase and
consumption. About 70% of their income is used for consumption purposes. A
sociological study recently showed that the majority of Vietnam to accept a high level
of spending relative to income to be used expensive products. About 80% of

Vietnamese consumers now tend to shop at the supermarket, executive business
center. Modern shopping habits increased from 9% in 2014 to 14%.
3. 4 Technology
Company are very reputable in the production and processing of all kinds of
quality cotton shirts, denim, fabric Visco. Previously the company annually exports
nearly 2.000.000 units into the European market and the US. These are items that
customers domestically and abroad very popular, and increasingly designs and models
of items as diverse, rich and innovative, customer appeal.
9


MAYHAI Joint Stock Company now has the modern technological lines can
make the shirt very shiny, durable enough international standards for export. This will
be items that the company intends to continue to invest, develop and expand markets
and consider it as one of the key items of the company. MAYHAI Joint Stock
Company is a manufacturing enterprise and large garment export of Vietnam. The
company's main products include: men's shirts, shirt hairpin, pants, shorts, jackets and
knitwear.
MAYHAI Joint Stock Company and Lantabrand has formally signed
cooperation agreement which will provide service Lantabrand "restructuring strategy
and brand development" to MAYHAI to restructure the brand MAYHAI, strategic
planning brand development and deployment plan and coordinate communications.
Products are manufactured to its own, internally developed high standards - more
stringent than more general criteria used by most of the industry including quality
fabric, construction details, style, and sizing are constantly being reviewed and
improved focus MAYHAI designed costumes for men with various designs, have
invested carefully in every detail and understand specific needs of this group, made
separate shades to wear: elegant style, personality, reporter securities, bravery,
mature,etc,… Besides the design, manufacture a line every 4 months with clothes for
summer, autumn holiday and winter, spring.

4. Analysis of model 5 competitive factors affecting the shirt Men
4.1 Competitors
4.1.1 Viet Tien
- Quality: Vietnamese Tien forefront in ensuring product quality, and
consumers voted "Vietnam High Quality Goods 10 years from 1997 to 2006 through
the newspaper Saigon Tiep Thi"; along with "The title of the most prominent
enterprises Vietnam textile industry 2004 -2005 - 2006" product quality reputation.
Most of the textile products are made from raw cotton, poly, rayon, wool, silk. As for
shirts, mainly used Cotton (80-100%) with smooth fabric, breathable; and can add
deodorant helps customers feel the difference when coming to Viet Tien.
- Price: Viet Tien marketed with brands diversified products with a
corresponding price "stylish quality" that brands want to offer users. Viet Tien have 5
brands of products, depending on the nature of the fabric, material and style to
10


determine the value of the dress. Viet Tien divided product line to consumers easily
select matching capabilities. Overall, the price of the product Viet Tien mainly for
people who have income or more fairly.
- Style: Costumes Viet Tien carries many styles, colors diversity appropriate to
each style of the brand, giving consumers more choices to meet the needs of
customers. For shirts, will have 5 product line brings five different styles: Office
fashion, style business confidence, elegant, with a long product lifecycle. Target users
are the ones who have a stable income, seriously, little changes, mostly those aged 28
and older. The very diversity of the styles have brought value to Viet Tien competition
in the apparel market in Vietnam and internationally.
- Distribution: Unlike many directions of export enterprises formed
simultaneously, since 1990, apart from garment exports, Viet Tien Sewing went
further development in the domestic market with the core brand Viet Tien specializing
in dress shirts, trousers, khaki pants for men. Market segmentation is the world eyeing

the office employees earning quite. Viet Tien has a wide distribution system and dense
in 64 provinces. Currently, Viet Tien is one of enterprises with the largest chain in the
industry with 12,140 stores, as the brand is widely known for its flagship product is
the shirt.
- Customer care: Viet Tien has many policies to support our customers, to help
consumers choose the right products to use genuine and durable products. For
example: How to brand identity, identifying agents authorized by the Vietnamese
Tien, and distinguish the real product – Illustration,etc,... In addition, Viet Tien also
offer information to help consumers choose the color combination of appropriate
dress, and how to preserve the product in order to maintain reliability, value use
longer,etc,...
- Value of products: Viet Tien gives the wearer a comfortable, confident and
elegant, creating attractive styles for men. Along with the certification on quality
standards and top honors in the textile sector, prompting the user as asserted own
style. In addition, Viet Tien also has advanced product line-style Italian, American has
superior properties, represent the level, elegance, history for successful people, with
social status , as entrepreneurs, managers,etc,...
4.1.2 May 10 company
11


+ Fashion design team with experience. From the year 1997- 1998, the
company has links with foreign companies in Germany, France,etc,... to send people
to training in fashion design.
+ High-quality products. In 2000, May 10 was AFAQ (France) ISO 9002
certification for global quality certificate IQNET; BVQI organization (UK) certified
ISO 14001 environmental management system. May 10 Joint Stock Company is the
only unit in the textiles sector.
- Sewing Vietnam quality award winning International Asia - Pacific Quality
Organization by Asia - Pacific (APQO) awarded.

+ Beautiful design with color courtesy, elegance, quality soft cloth, cool.
+ The price of the product just right, with many consumers.
+ Pioneer in occupying the northern market, besides distribution system in this
area is strong.
+ After-sales service, good customer care, such as transportation to take place
customer requirements in the shortest time, discounts to customers who buy in bulk
and pay quickly for the Company. In addition the company also facilitates customers
can return or exchange if the Company fails. For retail customers, the final consumers,
the company has consulting services to clients in style, color,,etc,... fit physique and
conditions of use, instructions on how to use dedicated as well as the preservation of
the product so that maximum efficiency.
+ Apply multiple brand protection measures. Since 1999, the company has
conducted May 10 stickers "stamps against counterfeiting" on cards and put "Yarn
against counterfeiting" on the label of textile products. This is one of the effective
measures to protect the interests of consumers.
4.1.3 Nha Be Garment Company:
- Nha Be Garment Company has been known to consumers by the reputation
for quality products, and the "Business Excellence Comprehensive Asia - Pacific
2008".
- Sleek, elegant, elegant, yet very masculine and is specifically designed to
build of Vietnam.
- Overall, shirt Nha Be suitable for intermediate customer group.
12


- System wide distribution channels, more than 200 stores and dealers
throughout the provinces in the country, especially in the South.
- Diversity at the product when marketed with two brands bring different
styles, many models to consumers can choose, such as:
+ MATTANA: The men and women fashion office

+ DE CELSO: Product design and transfer of technology from Europe,
available on demand for high-end fashion consumer.
4.1.4 Nguyen Long:
Products are manufactured to its own, internally developed high standards more stringent than more general criteria used by most of the industry including
quality fabric, construction details, style, and sizing are constantly being reviewed and
improved.
Nguyen Long focused design costumes for men with various designs, have
invested carefully in every detail and understand the demand characteristics of this
group, made distinct nuances to the Clothing: elegant style, personality, reporter
securities, bravery, dignity,etc,... Besides the design, manufacture a line every 4
months with clothes for summer, autumn holiday and winter, spring. Price matching
many different customers.
MAYHAI is a relatively strong company, but on the road to building his career,
MAYHAI also facing a lot of other competitors. In the fierce battle that marketplace,
MAYHAI always know to detect, assess, analyze the strengths and weaknesses of the
competitors to have the right competitive strategy.
4.2 Customers
Customers are service organizations, businesses, individuals and businesses can
help consumer goods products, their services to final consumers. Customer market of
enterprises producing even very large include age, gender, income, consumer
preferences, social position,etc,... It is an opportunity for enterprises to sew the
majority category diversify their business models. Customers have a huge impact on
the survival and development of enterprise customers are farmers now live, is now
towards the destination. Customers decide now what kind of clothes production,
styling the stars. Hobbies, customer trends even decided to produce products of the
enterprise.
13


Enterprises must be based on the consumer's income to determine the sale so

that buyers can accept. For the apparel business of building our distribution channels
face many restrictions. Only a few companies have separate distributor, remaining
mostly no or negligible. The distribution business primarily through agents on a large
scale supermarket. But in the supermarket are not just products of businesses they tend
to diversify business. So the distributors are pressuring businesses.
For now produce garments in our country, the product produced mainly for
export. But now the direct export very little dollars. We export largely mediated
should profit 70% higher exports of textile products to the EU market are made
through intermediaries as Hong Kong, Taiwan, South Korea,etc... Moreover in the EU
market, MAYHAI only focused on items such easy jackets, shirts, and the items have
value, high technical requirements such as suits, shirts, the less business executive
produce.
To attract more customers, sell more products requiring enterprises to improve
product quality, create products with sleek, built system appropriate distribution
channels, terminate the Sale for foreign companies, organizing production from A to
Z, focusing on brand building for your business to create credibility for the product on
the market at home and abroad, the phases of marketing, survey and study the market
schools and customers and understanding the needs and produce accordingly.
4.3 Suppliers
To survive and grow, businesses have relationships with different suppliers.
Those suppliers are businesses and individuals to ensure the supply of essential inputs
to the business can be the product exported goods and certain services. For enterprises
producing garments their suppliers are companies providing fabric, yarn, sewing
machines, needles, only the labor market,etc,... Any one change from the side of the
supply sooner or later, directly or indirectly, will also affect the production of garment
enterprises. Main suppliers who provide raw materials input to the enterprise, thus
directly influence product prices, the possibility of product on the market. Though our
country has developed strategies textiles in 2020 including content developed cotton
growing areas and industrial plants provide raw material for the textile industry and
thereby provides industry ready. However in recent years the issue of inputs is an

unsolvable problem for the apparel business.
14


Currently, businesses must produce garments influenced by world markets of
raw materials by 80% of the materials used are imported, 20% was collected
domestically. Although cotton growing land in our country is quite large but
approximately 200,000 hectares of cotton yields have only met 10% - 15% of the
demand for textiles. Especially with our synthetic fiber cotton to import 100%. In
2002 must be entered 49,000 tons of cotton annually and imports 400-450 million
meters of fabrics accommodate garment export and domestic consumption. This
makes the business of garment manufacturing in stages we collected input.
Specifically:
- For enterprises producing high quality garment or out of the foreign orders or
production for export when the main processing materials supplied by them, at the end
of the contract, the source this raw material is also out. When you want to produce
more for export, import of raw materials from overseas markets so the initiative is not
high, sometimes miss business opportunities.
- For domestic materials, the ability to produce common fabric of Vietnam was
not there. Some types of linen, Vietnam's coffee pot not much production and
consumption only in rural markets and the mountains. On the other hand the quality of
our raw material is poor. Our cotton fiber is short, low quality textile fabric low level.
It affects the quality of garments, affecting the competitiveness of products on the
market.
Because of our apparel business depend heavily on suppliers. So suppliers
often put pressure on prices, quality source rocks at. To ensure stable supply, quality,
affordable, the problems faced by the apparel business are: Diversification of
suppliers, strengthen the economic relationship mutually facilitate in generating fuel
source such as strengthening investment in manufacturing materials at the local
market, zoning cotton and strawberry farming silkworms, in close cooperation with

the agricultural sector - forestry to solve material problems.
4.4 The alternative products on export markets
Are products of competitors in the same industry or business sectors and
functions to meet the needs of customers alike. Nowadays when people's lives are
improving, demand for garments has changed. These garments are now available on
the mass production of style, size type, color,etc,... will no longer suited to the tastes
15


of consumers if not improved in design and models will with tough competition from
substitute products.
First, there are the garments of fashion apparel companies both at home and
abroad. These companies have more advantages in brand, quality products, designs fit
the needs of consumer tastes especially the youth. This fashion products put pressure
on the product ready for styling, quality and design because they are focused on the
design to create unique products and distinctive features.
Secondly tailor services of private tailor shop. The advantage of this type of
product it can meet the needs of all audiences with different needs. With this tailor
products consumers can actively in choosing the material, color design,etc,... suit
yourself. When people's lives are improving, trends express themselves is very
important. Consumers often desire through the "Wear" you can speak of personality,
the "personality" of the consumers. Therefore tend to look to the fashion garment shop
and private tailor is huge.
We can say the pressure of competition from substitute products is very large.
The replacement product will affect the price of its products, the ability to consume
the product in the market,etc,... So in order to survive and grow in an environment
with multiple products can replace each other, businesses producing garments need to
know the scale advantage of its mass production to reduce costs in order to compete
through price. Besides should enhance design, product innovation to develop a
reputation for involving business customers.

4.5 Potential Competitors
With the market at large and the growth in annual demand high, the other side
of the garment is the garment should not substitute sector is attracting a lot of big
investors. As the industry is capable of high profit industry ready-made clothes is not
only the competitiveness of domestic enterprises, the company has imported but also
potential challengers.
The potential opponents appear more or less in the form of competition through
price, quality, brand depends on many factors. These players can come from within
the country or from abroad. The emergence of potential rivals would threaten market
share, profits, customers,etc,... of existing businesses. Specifically:
16


- Our country is the most populous country and people's incomes are growing
as demand for garments is growing both in number and design and quality. So, here
are relatively attractive sector for investors to put capital to grow. The emergence of
rival depends on the barriers to entry that businesses must overcome.
- Financially: To engage in casual clothing market requires companies to have a
large scale to compete not only in quality but also competitive in manufacturing costs.
By large-scale enterprises will gain economies of scale, thereby reducing production
costs, increasing competitiveness in price pages. Large capital is important barriers for
potential competitors.
- In terms of volume of trade: Brand products is limited problem of garment
enterprises in our country. The majority of companies producing quality products is
taking orders processed, very few companies with own brands for their products that
customers know about. The new branding for new firms entering the market is very
difficult. On the other hand the current garment enterprises have system-wide
distribution channel, which is also a barrier to new competitors to enter the industry.
- In terms of resources: Vietnam has relatively low labor costs, which is
considered favorable conditions for enterprises want to enter the industry. Although

the state has adopted policies to develop fuel-growing region but most materials
industry are still imported from abroad this is a barrier for the entry of potential
competitors.
- The process of globalization and regionalization takes place quickly with a
series of agreements between the trade agreement member countries in the
organization, including the issue of trade liberalization. With the effect of free trade
agreements in Southeast Asia (AFTA) and the Vietnam became a member of the WTO
will be the challenge that businesses face garment. With the high level of production
technology and large capital investment, the overseas enterprises entering the Vietnam
market is not very difficult to satisfy the demand for high-end products of people. The
foreign enterprise market operators clothier that domestic enterprises left open. One of
the competitors have to mention that China, India, Thailand.
To create a barrier to the emergence of potential rivals demanding production
enterprises existing garments must constantly reinforce the material basis of
17


distribution systems as well as fully exploit domestic market and developing
international markets.
Goods of MAYHAI Joint Stock Company foreign markets are the goods of
average quality should be the direct competitor of the company on the world market
garment enterprises of China, ASEAN and other developing countries,etc,... At
present, China is the largest garment exporter in the world with the quality and the
price is very high, there are goods of average quality for a moderate price. China is a
populous country, has a history of developing industry May longstanding and industry
that holds a significant position in the national economy ensuring good domestic
demand and export expansion. The country holds a leading position in the world
industry May garments (about 9 billion/year). Since the early 90s, China has always
been one of the world's leading countries in the export of garments. Export turnover
increasing proportion of the total trade volume of garments. The main export markets

of China's Hong Kong, Japan, USA and EU.
5. Factors affecting the business strategy, products Men's Shirt MAYHAI Joint
Stock Company
5.1 The quality
Today, as consumer demand for higher garment one first element of the goods
being attentive to the quality. This is an important factor to maintain and develop
export market of business enterprise exports. Outlook for this, MAYHAI Joint Stock
Company always strive to enhance higher quality in both domestic and imported.
Thanks to this job that the goods of MAYHAI Joint Stock Company increasing.
However to meet the rigorous demands of the market, companies have to try much,
because considering garments exporter in the world of fashion, the quality of goods
Vietnam only reached middle average.
Price is one of the important tools to compete in the market. Current reality
shows, garment industry in Vietnam in general and the MAYHAI Joint Stock
Company in particular faces many difficulties in searching for material. The basic
materials of MAYHAI Joint Stock Company must enter from outside, especially of
raw materials, so the water does not meet the requirements for design and quality. So
in order to have a guaranteed price for the business operations of MAYHAI Joint
Stock Company may develop, the company has thoroughly researched the purchase
18


price (or cost of processing) of goods, transport costs, handling, storage, cost of
sales,etc,... and was trying to reduce to the minimum those costs. On the basis of
lower cost commodity products and give a suitable price.
5.3 Diversity of styles
Today, styles and designs are highly valued commodities, especially in the field
of fashion garments and it is also one of the first criteria of the customer when
purchasing decisions. For MAYHAI Joint Stock Company basically fashion garments
only company capable of meeting the consumer demand should normally not high

export value, design products are single garment exports dance, mainly the product
easy to make and require technical medium, low. On the other hand, the export
activity, we and the importer have different customs and practices, thus perception of
beauty in different dress.
Therefore the MAYHAI Joint Stock Company had to try a lot to learn through
books, newspapers, magazines about fashion and lifestyle,etc,... From here the
company will offer templates for sales and their poll. In addition, some customers will
put available to the Company and from which company to order according customer
design requirements and had many goods trying to achieve the highest requirements
of customers in terms of quality and sample code.
5.4 Services, client service approach
There is a fashionable garments beautiful, good quality, reasonable prices is not
necessarily attract customers if the service, customer service approach is not
interested. Establishing credibility, customer confidence is a long process requiring a
combination of many factors.
Art sales of the company was very progressive compared to the previous year.
The company is taking steps to build a team of sales and marketing with high skills
and establish distribution channels throughout the country. Although there have been
attempts over the years, but many factors "art of selling" is still weak compared with
other countries in the region. Team trade promotion, marketing, sales personnel
system is weak in quality and insufficient in number. The company has not established
communication networks, trade representatives in the region and in the country.
6. Evaluate the opportunities and challenges and prospects of export
commodities men's shirts of MAYHAI Joint Stock Company.
19


6.1 Rating the opportunity
- MAYHAI experienced garment export processing for large companies of
Japan, Taiwan (with the ability to produce products that meet the very strict

requirements and quality standards).
- MAYHAI have license of high fashion brand is very well known in France:
Pierre Cardin. MAYHAI have lasting confidence in the class is the official supplier
and exclusive products Pierre Cardin fashion group in Vietnam and Indochina. Shirts
of MAYHAI transferred from Pierre Cardin group from design manufactured under
industrial sales processes and European style. The diverse line of products made from
raw materials, auxiliary materials of high quality, international standards. Matching
fabrics climate Vietnam as: less heat, less wrinkled, easy laundry,etc,... to increase
usability for users.
- Design vivid, geometric shapes and meticulous detail with various colors
suitable for every season.
- Focus on the premium segment.
- The system of own distribution channels, uniform, active in management.
- Consumers can bring to any shop of the company in exchange for other
products within a month if deemed unsatisfactory.
- Not fussy but still adhere to the classical lines, add a bit of a break to create
the unmistakable identity of the product is on the market MAYHAI. MAYHAI remain
single company may not have any agent. More than 70 large and small stores across
the country are run by the self-opening MAYHAI, price and quality after sales service
from north to south uniform. Unlike other fashion brands, often distribute products
through agents, companies hire shop MAYHAI initiative and appoint its staff
undertook. All stores held by companies unified design from signs, furniture including
staff uniforms are based on the color specified by the company. With this expanded
form, we have brought products produced by the company to hand MAYHAI
consumers directly, which can listen to and meet the needs of consumers correctly.
- Also, when gifted MAYHAI products but not like the color or size, consumers
can bring to any shop of the company in exchange for other products within a month
unused condition. For customers familiar, if necessary modify products to better suit
his physique will be the company to quickly respond.
20

6.2 Evaluation challenges
However, manufacturing and export of Vietnam's garment also has some
limitations, shortcomings and challenges facing small.
First is the bigger processing, supporting industry growth retardation.
Although, if calculated directly, the sector has moved from a deficit samg surplus, but
imports of raw materials, auxiliary materials directly (for both the production and
consumption of local produce products for exports) is still quite large.
Some gaps arise because imbalances in key planning textile technology support
weak, largely fabric and garment accessories dependent on imports. Link in the supply
chain is weak, has not formed a cluster, the textile industrial park. Production model
machining high percentage, low value added; production management skills are weak.
Efficiency equipment Spinning, weaving, dyeing is not high. Collection, analysis and
provision of information, the local market and international untimely. Therefore,
although investment flows are shifting to the Southeast Asian countries including
Vietnam, growing consumer market expanded, developed by the FTA brings but
competition from market China, Bangladesh, Indonesia, Cambodia is increasingly
fierce. Besides, the technical barriers of hygiene, safety, environment and social
responsibility, anti-subsidy tends to increase. Attraction attractive manpower for the
textile industry increasingly weakened compared to other industries.
- Distribution channels so the management, control not tight, leading to many
imitations, lowering the prestige of the brand. MAYHAI brand positioning to clients
and senior secondary. This creates heterogeneity in brand MAYHAI.
- Experience in exporting manner straight sale or sold FOB the deficit, but the
trend of the current world trade export mainly FOB.
- Few pay attention to the domestic market, focusing on promoting only serve
foreign markets. System-wide distribution was not up yet to meet all the needs of
customers across the country.
- The Company's research one should primarily still sketchy design of company

goods by customers order.
- Export markets fashion apparel company is still limited mainly focused on
traditional markets such as Eastern Europe, EU and non-quota markets such as Japan,
Taiwan.
21


- No penetration or penetration but low exports in major markets such as North
America, Caribbean, South America,etc,...
6.3 Assessment of potential exporters of men's shirts MAYHAI Joint Stock Company
Market economy greatly affects the style of dress of the people especially the
gentlemen. In every age, the man who always plays an important role. The important
position of the country the majority are male while women account for only a small
part. Then came the great work like new only women do, they do like cooking,
sewing,etc,... The fact is that had a lot of chefs, fashion designers are men. None the
family men are pillars. Thus style of dress of the eyebrow whiskers always get
attention.
Provided that the market economy today, the man must go out much for a
living society, to communicate, to work. Hence the need to dress them becoming more
important. By dress reflects their personality so much as well as affect the success of
the work.
Understand that, MAYHAI has manufactured products nice design, high
quality and very popular. In company strengths MAYHAI shirt manufactured on
modern technological lines, international standards and also exploit the nice design.
100% cotton shirts of MAYHAI be more textured with embroidery motifs on clothes
and bags brace 10 patterns such as lotus, drum Ngoc Lu, Thang Long ancient city.
Vietnam's textiles are present in more than 50 countries and territories around the
world. Through the first 7 months of 2014, nearly 37 markets reaching over 10 million
USD, of which 11 markets reaching over 100 million, especially with 2 market
reached over 1 billion $. Head of the import market of Vietnam's garment US, over 7

months, the country has to import up to 50.2% of total textile exports of Vietnam and
the largest import items, accounting for 37.3% of total imports from Vietnam. Japan is
the second largest market, accounting for over 12.9% of total export turnover of
Vietnam garment, reaching 16.8% of total imports of Japan from Vietnam. Several
other countries in the high proportion of total export turnover of Vietnam's textile
Korea 7% and 18.9%; Germany accounted for 3.7% and 9.9%; Spain accounted for
2.7% and 21.6%; He accounted for 2.7% and 12.3%; Canada accounted for 2.2% and
26.4%.
22


7. Proposed measures to improve the efficiency of export products Men's Shirt
MAYHAI Joint Stock Company.
MAYHAI Joint Stock Company need to focus on solutions: development and
expansion of the market; positioning the textile industry cluster focused, productive
towards specialization and provide package products; Strengthening the link between
producers, suppliers and participate in the value chain of the industry. Human resource
development, industrial development support natural fibers; encourage foreign
investment in developing synthetic fibrous, dye auxiliaries. The goal of building a new
master plan to develop the textile industry to become one of the key industries for
export, capable to meet the needs of domestic consumption and higher; create many
jobs for the society, improve competitiveness, strong integration into the regional
economy and the world.
For deeper penetration into overseas markets, in addition to the specific
understanding of the terms and rules, preferential regime for Vietnam, MAYHAI Joint
Stock Company need thorough market research and develop long relationship term
with foreign buyers through common agreement.
The company is currently facing stiff competition in export operations for
domestic enterprises and foreign. So, the next time the company had organized
research and better exploit the existing market potential and market. Specifically, in

order to dominate the market, meet the needs of consumers with reasonably priced,
consistent quality for each region, each country, the company needs to focus on the
analysis of factors entitled to demand. So to grasp the situation of the overseas market,
the company should conduct open representative offices abroad and appoint
representatives in the country to do business relationship with the company in terms of
market demand investigation That case, create templates, one hit, with consumer
tastes. To win and improve their competitiveness on international markets, the
Company conducted operations following link:
- It is necessary to conduct more closely linked to the supply unit serves raw
materials for the processing of export goods company.
- Conduct associated with foreign entities to attract resources, organize well the
products consumed.
23


- Links with the banking institutions to facilitate the payment for goods with
customers as well as for the supply unit.
- Keep the relationship with the transport unit, the unit export procedures for
goods of export companies are quick time, reduce storage costs, deliver on the
provisions of the contract,etc,…

CONCLUSION
Economic restructuring from centralized bureaucratic mechanism subsidy to
market mechanisms is a major turning point for the basic nature of our country's
economy can stand and grow up with the world economy and region. This shift has
led to a shift in planning, business strategy of each business. This new mechanism has
ushered in a new era full of opportunities for development but also significant
challenges for economic sectors as well as enterprises in Vietnam. Activity in the
market economy every business must mobilize themselves, to decide all matters of
their business, there is no assignment and direction as the old mechanism, thus

requiring enterprises must have high flexibility. Because the survival and development
of each enterprise that has the competition among enterprises together. Competition
has since helped launch businesses confirms the strength, increasing sales and profits.
Conversely, there is also the element eliminates the business enterprise inefficient, not
competitive.
As the economy grows, the economic sectors are increasingly diverse, the
number of enterprises, it appears increasingly fierce competition. Every business to
ensure its existence has taken the bold competitive strategy to continually enhance
their competitiveness. On the other hand, firms never rest on our laurels dominate the
market (this is very dangerous and will lead to the demise of the business) should
24


always seek to grow, to expand the market. And so, build a strategy to compete with
the tools, appropriate measures to enhance the fierce competition in the market.
Export business activity was an activity international nature, because it is
beyond the national borders should factors affecting the competitiveness of enterprises
as much. To stand on the international market, in competitive conditions are more
severe than the problems faced by each company as large export business.

25