A research on domestic market development strategy of Thai Tuan Textile & Garment Company in global crisis context

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A research on domestic market development strategy of Thai Tuan Textile & Garment Company in global crisis context

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~ CJRIGG JN Kẻ I UNIVERSITY GRIGGS Global Advanced CAPSTONE =—- Global Advanced ———— Master of Business Administration UNIVERSITY Master of Business Administration PROJECT REPORT A RESEARCH ON DOMESTIC MARKET DEVELOPMENT STRATEGY OF THAT TUAN TEXTILE & GARMENT COMPANY IN GLOBAL CRISIS CONTEXT Class GaMBAO01.C0509 Group No 4: LE KHANH DAT LE MINH HUY DANG THANH TUNG MAI KIM TRUC NGUYEN HCMC - 2011 THI HONG NHANH GnlGos) TRO GaMBA01.C0509-Group To complete this capstone project report, our group, group No 4, wants to say thanks to all teaching and office assistant staffs of Center for Educational Technology and Career Development (ETC) of Hanoi National University who provided convenient conditions for us to pursue modern knowledge of business administration Moreover, they support us so much to complete global advanced master of business administration program successfully Beside, group No also sends warm assistants at ETC center at Ho Chi Minh GaMBA01.C0509 class have paid so thanks to cooperative program City (GASA), many attentions, all colleagues of contributed and supported ideas to our capstone project report Finally, we want to say thank to board of management of Thai Tuan Textile and Garment Company who material and data of their company supported and provided important which we can use to complete this No capstone project report CS Gludal Aqvarced \, Business A0015 AÙĐI Gricos) RERGOEPEEDD | GaMBA01.C0509-Group Acknowledgement c2 huy Table of content ni ggttgrasstrdiaJfPHIBUUSAGNGrilolgidiiiBBiiiiBiIGINDNEWEoosensemssremmnarmsse Liệt 0E DỊ TT BR GD escent sonr onsen CHAPTERI: MARKET on menace: THEORETICAL DEVELOPMENTON I 0s ie i Se FUNDAMENTAL a OF ae i RE ae Oa DOMESTIC TEXTILE PRODLUC TS II Some issues of strategic management theory and market Be l gu 420Eee II Smmestralepie iianaperrierfif tH€OFHŠ sauossssennnnrneaipaeioasdrriao 1] eS | II b Siralegïo I6HfIRETIEHIEGOICEDE ìả.a ễễSẰeerrrmmrmrn 12 c._ Basic strateøy models 2211221 112 2h nse kế Some basic concepts ofconsumer products market 12 H TTEHTEECUĐNSIRHĂHE re smrrrdendnenerrirntne2etoi ratiEsihiO0ifgr.ft2WslGu3 l¿ ÔỎ 13 The role and importance in the marketing of products, market development of the business: . 222 2211221121121 1211 2m2 14 Some strategies to penetrate and develop markets 16 PTG0UEL§ DGYGIGPITIEBI:einasameedddidồdintitiidtitiinddiesiesessooseeemen l6 CũUSOHEFS LEVEIDDNIEHEsxeaemeamtmnadsdedmnssorirmraidstrtditesesese 16 C Market developrietit 1f G6OGTAPHIC SCOPE sc cise crmsenmicen 16 i Glubal Advanced Mesier oy Besiness Aurunstaton Gnloo seein GaMBA01.C0509-Group Il The global economic crisis and the global textile industry crisis 17 The world market Domestic market II] SC ee ee 17 18 The need for strategic planning to develop the domestic market 19 CHAPTER I; ANALYSIS OF DOMESTIC MARKET DEVELOPMENT OE THAI TUAN TEXTILE & GARMEXNT COMPAXY - -. -: 20 I Introduction of Thai Tuan Textie loint StocK Company 20 I] Business situation of garment industry: 20 III | Business situation of Thai Tuan Textile Joint Stock Company 22 CO °"M: -: NII OO eens rs SA eet SNR | a Fm Š, 24 OE 24 ae 571.11 25 25 JGIHEYENIGUS seassnanseranreneeetrlabsreibntatiadtbasiilddikosiiefiseesssrrstek 26 Ct) IV Zs ee 26 The Situation of domestic market development of Thai Tuan Textile JSC (Business resultS) V cccccccececceccecevevscesssseeeeeeseseceeceseeeeees 27 The successes and limitations of Thai Tuan Textile Company in the CEVElOpINCH! OF GOMESUC TATE VI nano riven eer ee Rn ee ee RD 29 The advantages and difficulties in developing domestic market, ERE: | HE FER I._ CII enc accorcen nev rncnc ni i se ge Nr eer te External factor evaluation matrIX 22c 33 33 CG Global Advanced Master 9) Busiiess Ad naist auca Griccd “enn GaMBA01.C0509-Group a Opportunities (O) b Threats (T) ø cml E TU VI ' “` Weegee) FF cme TE Wea RG BB sti SSG gg nig ice RENIN ee ces ce mcr cn ie 35 rts tin 39 cit i a acca 39 tan et RAE 4] SWOT Mlatrix 220 e 42 Use strengths to capture opportunities (SO) 45 Use Sirengiis to OVErCOME Threats (0 Cnn: Overcome weaknesses to take advantage of opportunities (WO).49 Minimize weaknesses to avoid threats (WTT) s22: 49 Quantitative Strategic Planning Matrix - QSPM: 50 LẠ CHAPTER mmmmnnsc on: 46 - ma wih em i i i Sr 52 III: DEVELOPMENT cmon SOME SOLUTIONS STRATEGIES OF CONSTRUCTION DOMESTIC MARKET AND THAI TUAN TEXIH,.E& GANMENTCONIEATDTY ocoeaaeeeeoiaieooeoooioiootoooooee 54 I Opportunities and challenges for Thai Tuan Textile Company in the developirient OF GOMESHC MATE ees cos 1s co cere I] os os came a Ree eae 54 The solutions to develop domestic market of Thai Tuan textile TI ————— ——————————————————— SC: A GACT eS lls :81888/106 57 3M PREETI ĐI ELSIE i Sip RON 4, PGCE eecenecceneceos sons ase set escni es sk a cts ae i te ST o 58 a so N ELON BW ARC RY sree cas xa ws nas ven rename eas Tad tha Rat ia wer eanncnen nan veieenten menace 60 CG sluba! Advanced Ves! Griccd Tu GaA1B401.C0509-Group If Hanan ReSourCe SFRHEÐV .aeeeeễễeeeieereerr 60 A number of recommendations and proposals for Thai Tuan textile company 61 The group of solutions to develop, complete production and lipr0ưwve pfoldU6t GIIÌĐE en eR PAPEDEEI 62 Group ofsolutions to consolidate and expand market 62 Group of solutions to consolidate and brand positioning 63 The measure of human resource development and training and wfttracfing Hoa PV, «sex set re roi EnDE ERE cua esas ess es rs om na Conclusidt Gf CHAM Boc e SUN SH Gs SS Red RAS TAN Had Roch Then su, 63 cen eoncscoc ms ee i 65 ren rrrEnrrr6riisrdttotgirtrraraibne 67 CG alubul Advanced Vas Busmess Ada tration ŒGaA\1B4101.( '0509-Group Table 1- Data and forecast production and import and export of textile and garment of Vietnam in the 2006-2013 period .à 21 Table - Summary Gf buswi€Ss actev ves ess cox cs caxesxes Bà thi nà ta Hạ Hồ Q2 tá tin tects neenwnmne et Table - Exierrial TaCtof EVã10SLÍGTI fiHEHÍẨẨR mussesednnndioo no xa ora eu mt a BHUE a essen 33 The = Internal Factor Evaligin ~ cncarmen met aterm OE, ar emarma ee me 39 en 45 Table - Current import clothing supplement data in 2002 - 2007 54 DIcbal Advanced Master af B Hess Agiv atcthation Griccd) anne rena GaMBA01.C0509-Group In economic integration and opening up, businesses have to confront numerous difficulties for the Strategy and market development business actually enterprise integrated into The the Vietnam world is also an especially important step Textile market and Apparel mechanisms companies very are challenging opportunities and, in conditions no longer supported by the state Textile industry has always been a leader in the industry, has an important role in the strategy of export of Vietnam to the world market It serves the essential needs of man, and the industry work to solve many of society The export growth rate is high, textile industry has made no small contribution to export growth chemistry In recent years, the garment industry has overcome difficulties in a spectacular way, one of the industry-leading export nations Entering 2010, the garment enterprises have identified the 'door' opened Activities in the field of fabric and clothing manufacturing, fashion Corporation Thai Tuan Garment and Textile (Thai Tuan Textile & Garment Corp.) is known as one of the leading textile enterprises providing textile products and services fashion in Vietnam Established in late 1993, Thai Tuan incessantly expanding manufacturing operations of its business from the construction of textile factories, workshops, plant dyes to the establishment and development expenditure Branch, Showroom the center of fashion and sewing workshops eight showrooms, system, To date, Thai Tuan has branches, more than 3,500 agents and 300 distributors spread across the country Along with expanding investment and production activities - business is the development of powerful computer facilities and equipment, especially the increase in human capital Besides enhancing the transfer of advanced technology from CG Global Advaiced Maser o Business Adminstetot Griccd UNIVERSITY Japan and GaMBA0!1.C0509-C sroup Europe, human resources are focused on development of Thai Tuan expressed considerable number of the company's staff of about 1,300 people to date compared to first time only 30 people For years, companies have contributed to the richness and diversity of the market with many models and types of products, typically the product line silk, Silk Elastic, non-elastic, voiles, high-quality materials level for girls branded custemers are known LENCII many and trusted, especially the high-end products such as digita! print, embroidery and silk Besides, Thai Tuan also has launched fashion label luxury apparel available SILKI with designs costumes and walk around the family for young women middle-aged market In developing as the foundation its strategy, Thai Tuan and promote development product quality to meet market demand undertakings through and "Get the local export." To ensure for both domestic and export, Thai Tuan continuously and producing innovative designs, new fabrics to satisfy customers Thai Tuan's orientation to 2010 "will become the company offers clothing fabrics and top fashion in Vietnam" and beyond - to become a corporation specializing in providing services and fabric top fashion district Asia in the future With the criterion "Customer is the existence of the Company In production, get quality criteria In business, cooperation has mutual benefit On foreign policy, placed on top of trust ", Thai Tuan always put the interests of customers to the forefront and always respect the relationship of cooperation in business Over the past 15 years, Thai Tuan efforts in production and business activities, needs and bring added value to customers, participate in organized programs and activities concerned community and social With the attachment Tuan c2 was enthusiasm of business owners of the collective enthusiasm honored with the Labor along with of officials and Medal Third, Global Advauced Musior of Busiess Aci wistration the contributions and public employees, Thai a lot of merit from the Prime GaMBA01.C0509-Group Government, the awards are prestigious institutions and society to recognize High Quality", "Strong Brands Vietnam and quality the title "Vietnam brand Golden products by state Star", "Vietnam "," typical enterprise Vietnam Textile and Garment Industry." 10 GIcbsl Advauced Nuasier of Bus.ness Latha ... I; ANALYSIS OF DOMESTIC MARKET DEVELOPMENT OE THAI TUAN TEXTILE & GARMEXNT COMPAXY - -. -: 20 I Introduction of Thai Tuan Textie loint StocK Company 20 I] Business situation of garment industry:... GARMENT COMPANY i, Thar Introduction Tuan Textile of Thai Tuan Company is Pextile one of Joint not Stock many Company textile companies have developed strategies and products dominate the local market. .. Textile (Thai Tuan Textile & Garment Corp.) is known as one of the leading textile enterprises providing textile products and services fashion in Vietnam Established in late 1993, Thai Tuan incessantly

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Mục lục

  • COVER PAGE

  • ACKNOWLEDGEMENT

  • TABLE OF CONTENT

  • LIST OF TABLES

  • INTRODUCTION

  • CHAPTER I. THEORETICAL FUNDAMENTAL OF DOMESTIC MARKDEFINITION DEVELOPMENT ON TEXTILE PRODUCTS

    • I. Some issues of strategic management theory and market development

    • II. The global economic crisis and the global textile industry crisis

    • CHAPTER II. ANALYSIS OF DOMESTIC MARKET DEVELOPMENT OF THAI TUAN TEXTILE & GARMET COMPANY

      • I. Introduction of Tuan Tuan Textile joint stock company

      • II. Business sittuation of garmeintroduction industry

      • III. Business sittuation of Thai Tuan Textile joint stock company

      • IV. The sittuation of domesti market development of Thai Tuan Textile JSC(business results)

      • V. The successes and limitations of Thai TUan Textile company in the development of domestic market

      • VI. The advantages and difficulties in developing domestic market, Thai Tuan Textile company

      • VII. SWOT matrix

      • VIII. CONCLUSION OF CHAPTER II

      • CHAPTER III. SOME SOLUTIONS CONSTRUCTION AND DEVELOPMENT STRATEGIES OF DOMESTIC MARKET THAI TUAN TEXTILE & GARMENT COMPANY

        • I. Opporttunities and challenges for Thai Tuan Textile company in the development of domestic market

        • II. The solutions to develop domestic market of Thai Tuan textile company

        • III. A number of recommandations aprocess proposals for Thai TUan textile company

        • IV. CONCLUSION OF CHAPTER III

        • REFRENCES

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