Phân tích SWOT và một thành phần trong merketing hỗn hợp của công ty cổ phần cao su sao vàng en

PHÂN TÍCH SWOT VÀ MỘT THÀNH PHẦN TRONG MERKETING
HỖN HỢP CỦA CÔNG TY CỔ PHẦN CAO SU SAO VÀNG.
In this topic, I would like SWOT analysis and a component in the mixture
Marketing of Golden Star Rubber Joint Stock Company.

TABLE OF CONTENTS
Contents
I - Introduction to Business:
1. Company
2. Market orientation and product development
II – Analysis of external environment:
1. Macro environment analysis
2. Analyzing the industry environment
III – Analysis of internal environment:
IV – Marketing mix
1. Products
V - Conclusion:
References

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CONTENTS
I - Introduction to Business:
1. Company:
Company Name:

Sao Vang Rubber Joint Stock Company (SRC)

Address:

231 Nguyen Trai – Thanh xuan - Ha Noi

Charter capital:

162 billion VND

Scope of activities:
Sao Vang Rubber Joint Stock Company is one of three Company produced
rubber products under the Vietnam National Chemical Corporation and is one tire
manufacturer in Vietnam. SRC branded products of the company is always in the news
consumer use, and also exported to countries in the region and the world.
Sao Vang Rubber Joint Stock Company, formerly known as Sao Vang Rubber
plant now under Vietnam National Chemical Corporation, was established on
05.23.1960, headquartered at 231 Nguyen Trai Street, Thanh Xuan, Hanoi.
On 03/4/2006, the company was converted into Sao Vang Rubber Joint Stock

Company, the State owns 51%.
Main products of our company are production and business items made from
rubber to meet the needs of domestic consumption and export. The company's products
more reputable in the market, many years was chosen as the quality of Vietnam, was
awarded many gold medals at the public exhibitions and fairs. In late 1999, the
company was granted ISO 9001 certification on quality management, which can be
viewed as a "passport" that allows companies reaching out to new markets both at home
and abroad. To date the company has 3 branches, over 300 dealers, the point of
consumption in the country. Company's products are constantly being improved
models, improve quality, diversify to meet the tastes of consumers. In recent years, the
company has invested renewal machinery, successfully made a number of major brand
products on the market: tire civil aircraft TU134 (990 * 305), tire machine MIG aircraft
defense (800 * 200), heavy tires .... Besides the company also paid attention to the
training and retraining of human resources rationally, strengthen the management.
Therefore the company has achieved very positive results, increasing profit, increasing
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incomes for workers and employees and reputation products has been confirmed on the
market.
2. Market orientation and product development
Vietnam is a developing country, is striving to become an industrialized
country by 2020 with the long-term plan, including projects to develop transport
infrastructure. This creates opportunities for the manufacturing unit of domestic
automobile tires also create major challenges: production tire Radian is what the tire
manufacturers are targeting large automobile. Sao Vang Rubber Joint Stock Company
in that trend. With the advantage of the leading tire manufacturers in Vietnam, the
company invest in production-oriented tires and trucks full radian mild steel (PCR) to
meet the needs of export markets and the world .

To meet the development needs of society, with the orientation of offers
Vietnamese advantages products society, we can say is kind of automobile tires
consumer products highly social nature, in the sense it also reflects the level of
economic development and the advancement of industrial production.
Current on the market outside products of the foreign enterprises, domestic had
some enterprises ongoing investment in production expansion the radial to meet part
of the market demand. Increased competition but also a good sign for the development
of the introduction of advanced technology to Vietnam market.
II – Analysis of external environment:
1. Macro environment analysis:
a. Economic and political factors:
- Is the radial tire suitable for all cars currently on the market: passenger cars,
heavy trucks, light trucks ...
- In recent years, projects of infrastructure development are Government
particularly interested in investment, many highway projects are implemented
simultaneously showed that in the next 5-10 years the transport system would better
than current, so the demand for radial tires will increase, this is inevitable.
- Vietnam has a source of natural rubber is great advantage in supplying raw
materials - allowing to make products more competitive prices and will help reduce
the export of raw materials as advocated by the Government.
b. The socio-cultural factors

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- The economic development in recent years created a class of high-income
population; the basic daily needs have been met should the requirements for
increasingly high life, the movement also moves requires commensurate quality.

- The updated information on technology, life in the world make equipped with
the trend of modern furniture for living in the household -> demand for transportation
convenience and safety.
- Awareness of energy use, reduce cost -> investment demand savings products,
secure have many Vietnamese advantages.
- Following the policy of the Government on the residential stretch in major
cities throughout the country, most residential remote centers -> demand for personal
vehicles facilitate the movement growing.
c. The elements of technology
- The breakthrough in techniques and methods, technology in the era of
development: the ability to integrate multiple applications in a Vietnamese advantages
product.
- Since the seventies of last century China had made radial tires on the basis of
purchased equipment in many countries of the world, the process of testing to mass
production has integrated the advantages of multiple different companies and has
"China goods" radial tire technology. China currently has 300 enterprises
manufacturing automobile tires, of which 32 enterprises producing radial tires. Learn,
survey actual shows learning experience of Chinese radial tires with high feasibility,
China consultants ready to contribute capital investment in technological know-how,
consulting during project planning, consultation selection of equipment and directly
involved in the process of administration and management of production until the
product meets quality requirements, helping to avoid rate of a high defective products,
materials and great loss, product quality unstable thereby reducing many material
losses, and when the products meet international quality standards are ready to order
tires for sale in the global distribution network. So should guide all steel radial tire
manufacturing technology to China.
d. The market characteristics
- According to incomplete survey, over domestic market 90% car tires and
light truck tires and 100% heavy truck and using bus radial tires imported most Buss
and car truck moved using radial tire instead of inner tubes. Radial tire market share

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entirely by the hands of foreign companies. The product can be sold for internal and
external quality of the conviction would expect carriers and consumers nationwide.
- According to a forecast of Ford Vietnam, designed by the Company of
Chemical Industry quoting, forecasting demand for radial tires in Vietnam to 2020 as
follows:
Unit: thousand tires
Means

Year 2009

Year 2010

(Tire PCR) Cars, light trucks

1.775

2.347

…

Year 2020
4.580

Speed product using up the average of 30% / year
2. Analyzing the industry environment

Figure 1: Model of Michael Porter's five forces
Potential rivals
Threat of competition has
not yet appeared

The industry competitive
Customers,
Supplier

Negotiating power

Competition among

Negotiating power

distributors

businesses is available on
the market
The challenge of the product
or service replacement

Substitutes

Supplier
Factory is located in the Thai Binh, is located conveniently close to highway,
ports (Haiphong), so the supply of raw materials in the country are favorable.
Customers
Customers are organizations and individuals with good liquidity but high
demand for quality products and services before and after sales, warranty service and

support when using ....
Pressure from potential rivals.
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This product has been used widely in the international market. So there are
many suppliers with the advantage of quality of products uniform will be ready the
market when is still untapped potential.
Competitive pressures substitutes: no
Competitive pressures the industry: current, market sectors competitors
following:
a. DRC: Da Nang Rubber Joint Stock Company:
- Formerly the factory tires covered by the U.S. military, now DRC, there was
continuous development process more than 35 years.
- DRC is market share of large truck tires in Vietnam. Prepare investment in the
new plant production truck tire radial steel father capacity of 600,000 tires / year.
Radial tires of DRC products only for heavy truck rim size> 20 ".
b. CSM: Southern Rubber Joint Stock Company:
- Establishment: 04/19/1976. The main products are bicycle tires, engineering
rubber tubes, automobile tires and motorcycle tires.
- In 2005, CASUMINA continued investment a factory full steel radial tires.
This is the first tire manufacturer in Vietnam used for trucks, passenger long-distance
running.
- CASUMINA produces product line radial tires for passenger cars and light
trucks, but the current capacity of CSM only meet the 30% needs of this market.
This is a competition that business needs attention.
III – Analysis of internal environment:
Figure 1 shows the elements inside and outside the impact of SRC-selling

opportunities.
Figure 2. SWOT model of SRC
Factors

Strengths

Weaknesses

inside
Management

Management experience in
manufacturing and trading in

Offers

Human
Resources

rubber products on a large scale.
High quality, flexible products for Higher prices of traditional
each specific market

products from more Vietnamese

Excellent human resources,

advanced features.
Have additional training in

adapting to new technologies.
6

accessing new technologies.
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Finance

Strong working capital by backed
corporate and shareholder wealth
potential.

Production
Research
and
Development

Ability and experience in the
manufacture of rubber products.
Experience in the manufacture of
rubber products of high
technology.

External

Opportunities

Challenge

factors
Customers

Having a steady income, are

Customer requirements for

willing to pay for the Vietnamese

quality products and services

advantages.

Technology

before and after sales high.
The potential market, competition Manufacturers of domestic and
foreign is also involved markets .
is not high.
High-tech, integrated many

Economics

Vietnamese advantages.
Target users are organizations and

Competition

individuals are willing to pay for
the advantages Vietnamese

products.
IV – Marketing mix
In this topic I would like to analyze a components in the Marketing mix of Sao
Vang Rubber Joint Stock Company is: Products
1. Products:
Radial structure consists of the following basic components:
- Floor pulse delay of layers of rubber coated steel cord, direction steel wire to
create small-angle (100-300) with a circumference of the tire, making it very rigid,
anti tire deformation when changing direction of motion, thereby reducing the internal
heat ;
- Outside the delayed pulse storey steel frame class action against the expansion
of the tire by centrifugal force generated during high-speed vehicles;

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- Front tire is a direct contact the road surface with flowers is calculated tires
design ensure grip, drive, easy to separate foreign material from grooves flower the
tire operation, while ensuring noise no excess standards for permit;
- Sidewall slim design bending resistance so good folding tire stability, better
traction and less tire wear of bias, so the driver is softer;
- The rubber lining (Innerliner) are particularly important part of tubeless tires,
creating tightness to prevent escape tires of compressed air when inflated.
Figure 3. The structure of tubeless radial tires

Notes:
1: Class pulse delay;

5: Waterproofing and gas;
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2: The rubber running surface;

6: Tire heel region;

3: Radial tire itself cord layer;

7: Blades.

4: Sidewall rubber layer;
Radial tires by Michelin (France) research since 1903, launched the first time in
1949. Tire Radian just arrived in Vietnam about 13 years ago by a U.S. import Camry
car and a few label "capitalist" different, however due to the many outstanding
advantages Vietnamese: low heat, fast heat dissipation , good damping, accelerationsensitive, high-performance brake that allows high-speed driving, but very stable,
good abrasion resistance features, the run of high durability, which allows up again
and again ... , in the next 5 years this product is widely available, so far except for the
large truck, almost no cars in the small car used tire inner tubes.
For tires with inner tubes in the operating conditions at high intensity, tire
friction with the great increase of heat energy. The main reason for the outer surface of
the tube in contact with the surface of the tire will create friction and heat moving
vehicle. Therefore, the temperature will rise for both tires and inner tubes in operating
conditions and load a long time. The high temperature that causes aging and reduced
life expectancy of tire inner tubes. Meanwhile, the radial tire is made thicker tires but
a class element to remove heat due to friction tubes. Furthermore, the inside of the tire
is coated with radian heat resistance and anti-air permeability that causes loss of tire

slightly slower radians. In terms of vehicles operating at high speed or tilt when
cornering car tire structure of radial tires cheeks are designed to avoid the distortion
will help vehicles operate more smoothly and more stable.
Research by leading firms such as Dunlop tires, Michelin has shown in some
recent experiments that radial tires capable of fuel economy to 17% from tire inner
tubes due to rolling resistance index and the small vibration as a unified block, made
easy to achieve high accuracy.
The best case for risk is mainly due to tire stick nails and sharp objects. With
radial tires always nail lodged and losses steam little bit making the process slow
down time enough to drive safely can master the situation. In most cases, the driver
that a tire can go to where the tire stick nails.
According to economic experts, the introduction of radial tires to consumers
not only bring huge economic benefits for enterprises, but also increase the safety of
transport, reduce traffic accidents , while reducing the amount of waste into the
environment.
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Radial tire products include the following sizes:
- Tire children: the type CA406A, CA406L, CA406E ...
- Light truck tires and passenger car: CA402L. CA405M, CA402A ...
V - Conclusion:
Planning is one of the important tasks of those working in management. If the
business plan which helped the organization operating the Marketing Plan is the key to
success.
Marketing plan I made for the radial tire brand SRC is a plan based on an
assumed real product and market analysis practice in this area today. It is the result of
the learning process of the MBA Marketing subject by teachers teaching and students'

experiences. In fact, this plan can be Sao Vang Rubber JSC reference applied research.
It will help companies identify business opportunities and promising, while guiding
our approach, capture and maintain the position and destroy the market in particular. /.

REFERENCES
1. MBA in hand - Marketing Topics of Charles D.Schewe and Alexander
Watson Hiam
2. Marketing Management (Marketing Management) by Philip Kotler.
3. The course material Marketing Management
4. Articles on the internet
5. Internal documents of the Sao Vang Rubber JSC.

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