The development of the company’s “Today more than yesterday but have not by tomorrow” with the motto “meet the highest demands of existing and potential customers. ” Navigating is considered as the guideline or all activities of the group and also the motivation to give rise to ambition Trading Service Co. Tan Hippie Path become corporations provide drinks caliber Asia. In early 2007, the Company Ltd. HTTP-DVD officially Intellectual Property Office certificate of recognition and protection of 78 822 for the brand name company for all kinds of goods and services the name of the company in Vietnam (decision No. 105 / Q-IP dated 24. 01. 2007).
Trading Service Co. Tan Hippie Path in recent years there have been many efforts to try in the construction, renovation, upgrading production facilities, procurement of modern equipment for reduction and improving high product quality, many organizations, state management agencies awarded certificates of merit, medal on product quality and customer care. Trading Service Co. Tan Hippie Path special attention to quality. 1/2007, Trading & Service Co. Tan Hippie Path agency international quality management Diet Norse Verities (Netherlands) evaluation standards include integrated ISO 9001 : 2000, ISO 14001 Food safety and Hygiene HACK. Trading Service Co. Tan Hippie Path systematic customer care before, during and after the sale with the best quality, reflecting cultural trade civilization highest n the business.
The staff and employees of companies with qualified scientific, technical, enthusiastic, responsible, ready to meet the requirements of every customer service. . 21 Customer Research First Laser was launched not by improvisation. HTTP Group has studied the market very carefully to understand our customers. Logo, packaging, slogan, POSS., a brand positioning systems show very good positioning themselves for the young, dynamic, successful, wants to prove himself and a media campaign total resources (MIMIC) with a long-term series of ads by chain Stitch done great show. This even makes many people stake this is the first product of foreign companies.
Beer Laser was wrong to locate clients are women, although women today drink beer but not as many as the number of men because women still spend more time with family. Failure happens when your business identify your target market is not interested in your products regardless of group living habits towards customers. It is also good lesson to heart for businesses in identifying target customers. There is the fact that Vietnamese women – customers Laser target goals do not seem to care much about the beer consumption.
This is understandable due to the influence f culture, Vietnam women rarely drink beer and they also tend to dislike men drinking more. So the question, with consumer habits like, whether ladies would be willing to pay what percentage of their income to buy beer in general and the particular laser. 1. 22 Research products Positioning too high: There is a very popular marketing point of view is: “high positioning means higher prices. ” The story “premium positioning” of beer Laser is one example. A brand strategist of this even boldly declared “we position than Heinlein “.
Positioning the competitive position that marketers sire of consumers “the place” for its brand in that direction. But unfortunately when we started this work – positioning – the consumer in mind is not empty but is being blocked thousands special commodity brands occupy every. ‘here, then, there is no room to want the place was. Only if you agree to locate their reasoning, they agree, and vice versa immediately rejected. Therefore, enterprises should pay attention to the stage of product positioning, if a bit error is now likely going to fail especially in times of intense competition today.
Indeed, the price is “sensitive” in making purchasing decisions of consumers (regardless f wealth), and everyone rich perspective, they do not care about the price may be right for some individuals, but the majority of prices is always a key factor in consumer choice. For goods can go very far, only the only way is best to maximize the image of the brand and the price should be equal to or even less than the opponent a little (but price promotion gifts ) is sure to bring a superior location, and gives a competitive edge needed to brand occupies in the market share of competitors.
Overvalued: Perhaps the reason for the Laser overvaluation is carried out by positioning the product so that cacao. That Laser beer sold for dong more expensive than Heinlein, at that time Laser sold on the market for dingdong contract while it only cost dingdong Heinlein contract. Market movements then everyone knows little about the age of a product life, took no less enthusiastic, money from the manufacturer. A quality product is not trivial, if not as nice or not nice packaging (Laser dare say bad).
Yet no more than 8 months Laser only succumbing to withdraw from the market because it hits your opponent’s reaction, however, was not that blow from Heinlein attack came from Tiger Beer was chosen as the hero with promotional campaign “macabre” by the manufacturer t the same time launching new laser was introduced to destroy the eggs from the water a threat of harm can move follows. The mistake in the design of packaging products: Laser beer, bottle and can say the label is the most important identifier. If compared with other types of beer, bottle of Laser never be “imitated”.
The idea of beer Laser is the first bottled beer in Vietnam. But it is positioned towards premium beer segment that dominates the capital Heinlein. Logo and bottle of Laser and opponents have certain differences. Unfortunately, beer Laser forgot blue bottles away long been considered “private character” of Heinlein. Born late, Laser tried to “outperform” Heinlein towards the premium segment. But obviously any imitation will always be a dead end because they can not help brands reach the highest position. Overall this is one of the strategic mistake for Laser beer and experimentally, as well as the beverage business in Vietnam.
Mistake in the message, advertising: With the message “first draft beer bottled in Vietnam”, beer laser has encountered major problems. The first problem came from space “beer”, who have average or lower-income new or drink beer, drink beer or go to the advanced, they do not tend to call it beer, but ere called Germany, Czech beer, dark beer the second problem is the word “bottle”, this word is self-shrinking product development capability, IEEE the latter bottle can not leave cans to be sold in supermarkets nor can open factories or shops and on tap as Amber, Bagman or Pacific. Bottled” means closed for Laser always exits. Mistake in no sense the threat of competition: It seems that with the beer bottle Laser, T HP group only focused on product marketing for neglecting to acknowledge the competitors that are specifically two giants in this market: Heinlein and Tiger. HTTP Group seems to have found a potential new markets such as bottled beer market, and decided to launch Laser is also prepared to invest quite carefully. Unfortunately, both Tiger and Heinlein are in a pretty strong to scupper Laser.
HTTP launched the first beer bottled beer market in Vietnam, but only with a message of “draft beer to be poured from the” journal “Saigon Tippet HTH”, it seems great this home has partly achieved the intended purpose quickly remove new recruits. Obviously, Laser still not strong enough to be able to confront the real with Heinlein or Tiger. 1. 2. 3 Failure to jam channel Beer market in Vietnam is “fierce competition”. Indeed many giants in the field after arriving in Vietnam have pity to leave. In contrast, there are also winners.
The success or failure of the enterprise depends largely Beer on three factors: products, distribution channels and marketing strategy. In the case of beer laser. Chi started to hit the market. HTTP has the big step of quality investment products (approximately 3 billion investment to enter the chain & manufacturing technologies), ongoing marketing by the ads on television and impressive gain factor is the strange (the first beer bottle in VON). The appearance of the modern style of beer Laser also was a “declaration of war” against all kinds of beer brands available in the market but only after Vietnam Name.
The than 1 week to appear, did not find a place Laser standing, not accessible to the customer. Specifically, most of the shops, pubs, agents in the big cities like Ho Chi Mini City, Back Lieu, Bung Taut are not “dare” to sell beer Laser. Do not even dare to display advertisements Laser beer image for the “elder” go ahead as Tiger, Heinlein, Vivian signed an exclusive contract with them, asking not to be sold, exhibited any brand of alcohol another, in exchange, they receive an amount financed hundreds of lions.
To flexing, which owns Tiger beer labels sued Cay Dud restaurant on trial for “crimes” Laser sell beer. Laser had to say goodbye so soon after one year to join the market. Reason: not penetrate the distribution system (mainly traditional channels). Total investment of nearly $ 200 million of HTTP production lines for bottled beer did not work as planned. Really in Vietnam with the beer industry is fierce trash won in distribution systems which are mainly traditional distribution channels.
Although the product is good and strange anywhere, marketing strategy, with frantic matter but if not active in the distribution Handel, the business will quickly go to failure Laser beer are typical examples drawn for businesses. Channel is an important element in the marketing mix that marketers must have the skills to manage the Place (place selling), we call channel. Especially for the FMC sector, channel is even more important. People only see Tiger, Heinlein, Coca Cola, Pepsi, Milliner and P & G over the surface of their entire operations, IEEE, brand and communications.
Meanwhile administrator channel for this company is also a treasure trove of art meticulously, very efficient and very rewarding learning. Channels help move the product from the manufacturer to the consumer. It increases the efficiency of the supply. Channel gives customers more choice in the type of product, or provide bundled products depends. The lesson is no distribution system and good sales organization can not turn marketing opportunities brought by the goal, so businesses need to build a distribution system “one step ahead” before to conduct marketing campaigns with marketing campaigns merge…
For successful advertising go hand in building distribution systems. As if the hype for sale without action is just “throwing money out the window. ” HTTP has encountered this mistake. Before launching Laser beer, this company has aired 4 ads with the message “try new information”. But unfortunately, when consumers want to try the test again does not know where because all the stores that are now the exclusive distributor for Tiger beer. Laser mistakes are expensive lesson that marketing experts always come to mind.
Enterprises need to build a distribution system one step ahead before launching marketing campaigns sync. The following measures to help businesses to develop distribution channels: If businesses have sufficient management capacity, financial capability, reputation and credibility is owe possible to open multiple channels, multiple agents. Strengthen retailer is required. By the time ‘hardened” new business “poignant” scene “dependent”, many businesses did not sit still, it seems that the time has come now actively holding their own distribution channels.
Enterprises need to build showrooms and retailers of new products and the most advanced of its own. Business produce food, beverage, consumer goods now very seriously the role of markets, grocery stores. Put products into supermarket proven quality reliable products, but consumers, in addition to select the appropriate needs, they also considered the most invention place for shopping. Two traditional distribution channels – markets, grocery stores – still lies in choice of consumers for the goods on display in the eye, fingertips and businesses are taking advantage of this.
The channel design was influenced by the line of competitors. On the basis of the analysis of competitors, marketers design optimal marketing channels for you, compare the pros and cons of the channel existence. And this is the basis for selecting a channel model has created a precedent or a new channel. For the development of the new agreement is the product easier to maintain and to sell it widely for people to use multiple channels and multiple intermediate…
Some other causes Although at the beginning with the launch of the product, Tan Hippie Path has positioned as a product Laser bottled beer premium, however the lack of initiative in making laser channel can not break into the restaurant or bars where Heinlein and Tiger has signed a contract. That makes Laser forced to look to the popular shop, this is completely unreasonable as a premium product to be distributed in such places. Laser has an advertisement to attract the attention of television viewers, that’s good, obviously then. But then, the beer is beer called Laser can not sit in the bar.
Advertise exists only where the consumer mind the goal of a certain period of time, then disappear very quickly. Approaching the time of launch, Laser still struggling to find employees and management. The manipulation of all the staff are always Number One and Ben Than help but look closely though and that’s the dilemma because their sales channels completely different sales channels . Each Laser targeting a sales channel as a base. Channel of Laser want to target are paralyzed by Tiger and Heinlein retention (bound by contract not break the law because the law does not forbid).
So want to beat rival Laser facing 3 things: one is funding to higher, two points is to convince the seller to sell Laser, and third is the selling point will break the contract with the BAL. Regarding funding can solve, but obviously difficult to solve Laser (put the status of all points of sale, if we dare to bet abandon a big fish, little fish to gotten and was promised appointment a great day it will not). Therefore, the general conversation sale agreement has occurred. And such is the selling point was breach of contract. This is really a strategic mistake of the laser.
Although he Laser slogan is “try to believe” but with the competition and the guise signed an exclusive contract for the sale and display of Heinlein and Tiger products with system agents, the consumer restaurant results it is hard to find Laser try to drink. After spending too much for the purchase of production lines as well as product promotion, HTTP does not seem to have enough economic resources to be able to complete distribution system for Laser. This has pushed Laser in the popular shop.
Analysis of Failure of Maim Line
Joint Stock Company Maim Line Group is the private sector was established on 07. 12. 93, when the newly formed Company Limited Passenger Transport and Tourism Maim Line, Decision No. 788 / Q PUB by the People’s Committee of Ho Chi Mini City. Then converted into Maim Line Corporation by Decision No. 4103001038 dated 06. 06. 2002 issued by the Department of Planning and Investment of Ho Chi Mini license. On 01/11/2007, the Company changed its name to Joint Stock Company Maim Line Group. From a small base with the initial investment assets only 300 million, 20 vehicles and 25 employees within the limits of Ho Chi Mini, so far the company has developed with an investment of 980 billion, with nearly 0,500 vehicles.
Maim Line has expanded in 54 provinces in the country with over 100 member companies, and has attracted over 27,000 employees working in the country and abroad. Currently Maim Line developed in 8 business sectors: Maim Line Transportation: Taxi, Car Rentals, intercity buses are high quality Maim Line Express Repair Center overhaul identical cars. Maim Line Travel: Travel, Agent selling airline tickets, PIP Service. Maim Line Trade: Import and Export Business, Car Dealers, cargo agents, petroleum retail business.
Maim Line Finance: Development of a payment card, multi card associated with the bank, mineral riding, currency exchange and other financial services. Maim Line Construction: Construction of civil Congo industrial real estate business. Maim Line Information and Communications: Technology Business information materials, equipment, telecommunications and IT applications in information management. Maim Line Training: Training Coaching Consulting workforce managers, internal, private secondary school operations. Maim Line: Center studying counseling and job placement.
Maim Line and Management Consulting: Consulting, management quality brand, print advertising design, security services. After nearly 22 years of operation, the arterial serve “Safety – Quality – Anytime – Anywhere”, SC Maim Line Group (MIL) has achieved many successes in 8 sectors business, with extensive information network across 50 provinces in Vietnam in 2007 and is expected to cover 64 provinces and neighboring countries: China, Laos, Cambodia… Solve jobs for over 10,000 people. There are business offices in USA Cambodia, Russia and is promoted in the UK, France, Japan, Singapore, Thailand…
In the sector, transport is seen as the core, the key to long-term development projects with large investment: high quality 1,000 buses serving fixed routes and international intercity taxi and 000 lease, 50 stops in the Asian Highway route, through Vietnam, navigation system with satellite… Besides, other sectors also increase investment: All hydroelectric project, the project du calendar “Cultural heritage Road Central”, an investment project 5 star hotel in Ho Chi Mini City and Hanoi Especially in 2008, Maim Line shares listed on the stock market and the expected listing Singapore stock market.
Maim Line Group are not considered important that the business community activities, social Leadership has always been interested companies: reward programs, responded that “50 years of Dine Been” To fire he traditional wine sales marching song, for national security and prepare program source drinking water, remember the 60-day anniversary of wounded soldiers 27/07/2007, the per capita in 2008… Maim Line Group was honored at the organization awarded many prestigious trophy, prize: Vietnam Gold Star, a strong brand, Vietnam Quality Award… ND received many certificates of merit of the Ministries , special merit from the Prime Minister and Labor Medal 3rd President of operations for 2006… Today, Maim Line Group is known to no longer merely the name of a company, but it was the name of a famous brand in the country of Vietnam. On the significance of the brand Maim Line, the words “Mac” said the image of apricot in the days of Et, the luck and happiness Spring, also is a term used to refer to the future, on a good day tomorrow. And the word “Spirit” is the meaning of the word subtle, flexibility, flexibility in handling affairs.
And adorn their brand, Ho Huh – Chairman and CEO (founder MIL) – chose green because it is the color of hope, the color of spring in the country, the color of beautiful environment. Go to Maim Line, customers can experience a beautiful nature, a true human values mean that Maim Line mind and build a logo as the go for your brand. It is the image of the majestic mountain is formed by two stylized letters ML, is a gentle river is made up of three horizontal strokes and also the sense of harmony between God, Location, Staff. Above is a picture of the crane, where “good land birds”, where peace happiness of the people.
Combine all the images, colors and meanings on together, Maim Line directed toward deeper meaning: Maim Line – Green life. All for bright future of our children, for the sustainable development and the interests of the three parties – the company, customers and society. 11. 2. 1 Objective reasons Objectively well recognized, the interest rates of the past year were high and a burden of enterprises. According to PA is known, in 2011, only partial interest that Maim Line pay system for banks and individuals up to 500 billion. Meanwhile, the transport operation to recover the capital it takes time for at least 5 years.
In fact the last years, the activities of the transport sector is almost crumbled, low profits, by factors gasoline prices constantly fluctuate and each time accompanied by adjusting the rates, increasing the cost to install placed, programmable meter approximately 4 billion / times for more than 10,000 icicles From a long-term investment can not be withdrawn immediately, the bulky, inefficient management, low profits while the contract to immobile private capital payment period should have pushed Maim Line on how things stand.
Consolidated net revenues (billion) of Maim Line and Vinson the period of 2007-2011 Consolidated net profit of Maim Line and Vinson 2007-2011. Diversified investment, particularly in real estate, is said to be the main cause of indebtedness of Maim Line. However, according to the consolidated financial statements 2011 of Maim Line, long-term assets are real estate investors only 194 billion. Long-term financial investments, mainly in the associated companies, only 201 billion. For an enterprise with total assets of more than 5,000 billion is invested outside the industry less than 500 billion is a big zero.
Mr.. Ho Huh, chairman of the Board of Directors Maim Line Group, also said that 95% of Maim Line’s assets for the transport sector. Mr.. Ho Huh, chairman of Maim Line said: “Three months ago, due to the difficulty we are not paying interest to the people”. This suggests Maim Line falling into severe liquidity loss. Looking deeper into the financial statements, the “disease” of Maim Line becoming clear. For an enterprise with total assets of more than 5,000 billion is invested outside the industry less than 500 billion is a big zero. Mr.. Ho Huh, chairman of the Board of Directors Maim Line Group, also said that 95% of Maim Line’s assets for the transport sector. Maim Line fact to fall into such a situation is now the main cause of subjective factors. It is a matter of governance. 11. 2. 2 Subjective reasons Market Strategy Mistakes: As a market leader, Maim Line choose a nation-wide strategy, expanding into provinces to catch the increasing demand for travel by taxi. This is the right strategy, but according to Mr.. Do Than Name, Chairman of the Board and CEO of consulting firm Strategic Win Win, Maim Line has ignored two important factors.
That is to choose the right time and area to deploy. The fact needs to travel by taxi just exploded in the major urban areas and only the taxi to reach high performance. Meanwhile, in the provinces with low traffic demand Maim Line has focused investment vehicles of more than necessary, causing low performance taxi operators lead to losses. Maim Line’s strategy was wrong when manually rise pie in 2 market share for the second largest competitor, in Ho Chi Mini City and Hanoi is Vinson is Taxpaying. Analysis showed Vinson, who goes after Vinson have competitive strategy very reasonable.
It was developed centralized manner, maximizing market in large urban areas SOUth wishing to travel by taxi higher. Mistake in the organizational structure: Along with spreading strategy, Maim Line was a mistake in the structure of business operations. Maim Line business organization modeled parent-child by region and companies grandchildren in each provinces. Even in the provinces also have many subsidiaries. Notably in the city, they have 20 subsidiaries. This organization was created bloated bureaucracy, difficult to control, division of abort by indirect swell than direct labor department is the driver.
The result is that the administrative costs rise, because company members also need a personnel department, an accounting office and other administrative positions not directly generate revenue for the organization. Profound mistake from the limited vision of administrators: First, leaders MIL too ambitious in an “empire” monumental mistake led to the strategy. They do not regret the money’s brand and investment spread across 54 provinces and cities nationwide, while resources are limited and mainly investment loans with very high interest rates.
Maim Line is present both in the business area that certainly would not have said so little demand, low extraction efficiency. Second, poor financial management. The financial indicators show that the company’s previous financial situation is very risky, but no solutions. In 2011 , the interest of MIL up to 563 billion, or 18. 2% of revenue and gross profit by 80%. Thus, almost certainly will not make profit by interest expense. Maim Line supposed to see these risks to restructure many years ago. Third, the bulky lead to high management costs.
With a capital of less than 900 billion of assets 5578 lion that companies have to 28,000 employees. In particular, indirect labor sector accounts for a third of the cost of making the management of the company at a high level. Such cost management in the past year by about 10% in revenue and gross profit by 40%. Conclusion: It can be said of Maim Line mistakes are mistakes comprehensive, but the mistakes that come from governance issues. Three false view of the decision to move gradually deflected, make a Maim Line is growing suddenly plummeted quickly and now is on the verge of bankruptcy.
So this situation, to correct, the leader of the Maim Line will do thing to change the outcome? 11. 3 How to solve the current Administrator of Maim Line Group GM 2010 has put the issue restructuring, streamlined management apparatus, remove doing now ineffective but actually the last two consecutive years, the business of MIL condition worsened with losses accumulated to the end of quarter 2/2012 up to 468 billion. Obviously the solution Mr.. Huh raised two years ago has not been implemented or implemented but not effective. Recently, Mr.. Huh also urged staff “blood transfusion” for Maim Line by debt rescheduling or debt conversion into preferred shares. In addition, he also said it would sell iced assets to pay creditors. However, the solution is difficult because it is not effective solution for Maim Line radical. To revive the company, Maim Line must overcome three “e grave” (1) reducing the debt, especially high-interest loan component, (2) streamlined management apparatus operator, (3) reduced extensive investment and focus on efficient markets. To do this required a comprehensive restructuring of how to organize people and thought leadership.
Maim Line is a great brand, business areas are transportation and can potentially sustainable development despite difficult economic. Thus, if all the steps, in he right direction with great determination, the restructuring of Maim Line is not impossible. Maim Line Group has also set out plans to repay the depositors in the company, particularly through his speech Awards: We will negotiate with the depositors in Maim Line agreed to reschedule plans to add at least 1 2 years to arrange corporate capital, while reducing interest.
Currently we are paying depositors interest rates 18-25%, 5-10% higher than bank interest rates. Repayments on the plan, we will split into groups of investors to exchange. For those who send large amounts, from 1 billion or more, we will negotiate the erection to those who become shareholders in the company, the amount shown as preferred stocks, bonds given after two years incentives to move into ordinary shares. If they agree, the annual dividend the company’s commitment to 18%.
For those who send small amounts of several hundred million, we will prioritize amortization because most of them are veterans, retirees… Currently we are negotiating with partners to sell the property, loss of 20-50% we also sell to put effort into the development of transport. The Ca An stops, Quant Bind, Deep Springs, CIA Be we sell. The long road trip transportation losses will be UT, but the trip we will turn a profit for investors, officers and employees to quit the capital to invest in taxi operations.
Maim Line is a great brand, business areas are transportation and can potentially sustainable development despite difficult economic. Thus, if all the steps, in the right direction with great determination, the restructuring of Maim Line is not impossible. But the situation now the Maim Line is trying to throw up is hard to predict the outcome.
