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2.1 : Introduction
Truong Hai Automobile Co., Ltd. was established on 29 April 1997, headquartered at 19
Street No. 2A, Bien Hoa II Industrial Zone, Dong Nai Province. The founder is Mr. Tran
Ba Duong, who is now THACO’s Chairman.
In 2007, Truong Hai Automobile Co., Ltd. changed to become Truong Hai Auto
Corporation (THACO). Currently, the company has three administrative offices located in
Ho Chi Minh City, Hanoi, and Chu Lai (Quang Nam). Particularly, Chu Lai - Truong Hai
Auto Manufacture and Assembly Complex (Quang Nam) which was established in 2003
on an area of nearly 600 hectares, consists of 24 subsidiaries and affiliated factories.
THACO currently operates in auto manufacture, assembly, and distribution; provides auto
spare part and maintenance services, including manufacturing, trading, and distributing
commercial vehicles (trucks and buses), manufacturing and trading passenger cars from
the brands including Kia (South Korea), Mazda (Japan), and Peugeot (France -Europe). As
to April 2016, the distribution system consists of 89 showrooms and 53 dealers nationwide
and the company now has 14,900 employees.
At the present time, THACO is the only enterprise in Vietnam that manufactures and
assembles all 3 car lines including passenger cars, trucks, and buses with the localization
rate from 16%-50%, providing Vietnamese people with diversified, quality, and affordable
cars. In 2014 and 2015, THACO has topped the sales chart of Vietnam Automobile
Manufacturers' Association (VAMA).
As the leading auto manufacture, assembly, and distribution company in Vietnam, THACO
aims to maintain its position and expand its market to the ASEAN region, enhance
international cooperation to select appropriate technology, increase the local content, and
join the global value chain creating platform to become a multi-industry conglomerate in
the region.
Mission: To become a multidisciplinary industrial group with high growth rate and
sustainable with the leading position in the region, bringing maximum effect to investors
and pride on Vietnamese brand products.
Vision:
+ Create products to improve the quality of life of users to become a well-known brand
in the AFTA and the world.
+ Sustainable development brings the greatest benefits to shareholders and partners, and
creates a favorable environment for employees to develop in their personal and
professional life.
Strategy is to increase the market share of the company, affirm the brand by the quality of
its products, achieve a solid position in the international market.
Trần Bá Dương
Member of Member of
management council management council
Member of Member of
management council management council
2.5: Stakeholder
BUSINESS ANALYSIS
- Economic factors :
Vietnam's economic growth rate increased for recent years :
+ GDP increased from 475.8 billion USD in 2013 to 647.4 billion USD in 2017) .
+ Average 5 years, GDP per capita increased by 6,7% / year and GDP growth rate increased
by 5.8% / year.
+ Unemployment decreased from 2.8% in 2013 to 2.2% in 2017.
Economic growth entails the development of the middle class, who have demand for
car consumption. In addition, a large urbanization rate also contributes to high
demand for automobiles. On the Government side, perseverance with the goal of
globalization through the process of privatizing state-owned enterprises and
restructuring the commercial banking system is considered a step in the right
direction. Along with that, Vietnam also became a member of WTO and AEC,
promising to create competition and promote domestic enterprises to develop.
However, Vietnam's economy is also facing many challenges of Policy. Although
monetary devaluation has positive impacts on the trade balance, however, for the
automobile industry, which is heavily dependent on imported components, will create
disadvantages in input costs. Although inflation has been controlled, the economic
recovery rate is still slow. Credit growth is generally low.
Nonetheless, the material production sector tends to increase gradually. This poses
opportunities to develop and also challenges to compete for automobile
manufacturing and assembly enterprises in general and Thaco in particular.
- Socio-Cultural Factors:
Vietnam with more than 90 million people, there is 67% of working age with the
demand for transportation and road freight transport with growth rate of over 10% per
year; in which passenger transport accounts for 91.4%.
Rate of urbanization: 2.98% annual rate of change (2015-2020 est.) that can increase
the demand of purchasing cars.
The advantage is that as an local business, Thaco understands the needs of domestic
customers and understands the topography, thereby continuously improving the design
models, changing the design for the cars to bring out the lines convenient products to
meet the high demand for consumers. It is not too difficult to explain why the models
like Newmorning and Thaco's family cars -Kia are so popular with Vietnamese people
(compact, fuel-efficient, suitable for the terrain and shape).
- Scientific - Technical factors :
The processing and transfer of knowledge and information takes place quickly and
widely thanks to the development of a modern tool system, in which information
technology plays a decisive role.
The above development has really created favorable conditions for international trade
in terms of time as well as costs.
However, in Vietnam at present, the state of technology is still very outdated , has not
been invested much innovation, lack of modern refinement equipment, so the product
quality is not evenly and low productivity, leads to high costs which reduce the
competitiveness of products.
With the car industry's special characteristics, science and technology are a very
important factor in the production process, improving production efficiency, export,
scale up output, and optimize costs. However, with integration trend, strong
globalization process brings THACO many opportunities to access the new and
advanced technology.
- Environmental factors
Include the ecological environment that exists around the environment in which the company
operates, for the company's inputs, on the process of transporting the raw materials.
In the company, fuel such as electricity, gas, petroleum ... and some factors affecting
the company's production through natural factors include: Air pollution, environment
Industrial waste, status natural disasters, while our country is a more unstable climate
than other countries. Natural factors are quite important, with the natural advantage of
the country, the state has created planning zones and industrial centers, which helped
Thaco to build the most modern and largest production complex in the country - Chu
Lai - Quang Nam automobile production and assembly complex .
The national natural element with abundant resources, providing large sources of fuel,
low prices bring many advantages to the company in production, orienting the
localization process from the production of parts to assembling and distributing
products instead of imports from suppliers.
- Legal factors:
System of laws, regulations in general and laws related to the field of automobile production
of the company.
As in 2003, the Prime Minister issued a decision on planning the development of
Vietnam's automobile industry by 2010 - a vision to 2020.
Tariff barriers and technical barriers are set by the government to protect young
domestic enterprises. (big income tax incentives, high import tax on complete cars
(more than 80%) to encourage self-production .... Quickly seize opportunities, the
company set up strategies and bold decisions to enter Chu Lai open economic zone,
building Chu Lai - Truong Hai automobile production and assembly factory,
specializing in trucks and passenger cars.
However, the over-preservation of the current automotive industry is often easy to
make the price of domestic cars too high, creating inertia for businesses. The current
tax policy is still highly protective so the price of cars is still high. Automotive parts’
s tax is not reasonable, domestic parts cannot be produced but still remain at high tax
rates.
- Weaknesses:
Financial resources are not equal to rivals whose parent companies are multinational
corporations such as: Toyota, Metz, GM, Ford….
Professional technical level is not high, lack of experts.
Small domestic market.
- Opportunities:
Business expansion and production scale.
Capitalization of capital, expansion of business.
Import tariffs from many ASEAN countries will be 0% as a big opportunity to export
back to ASEAN.
- Threatens:
Fierce competition not only with domestic enterprises but also external enterprises.
Gasoline prices escalate, requirements for environmentally friendly products.
Increasing demand for quality products of customers.
Liquidity ratios
Cash Ratio 0.04 0.04 0.01 0.01
Quick Ratio 0.49 0.31 0.34 0.53
Asset Management ratios -4.36 29.38 6.77 8.7
Inventory Turnover 3.22 2.42 1.5 1.71
Days Sales Outstanding 13 12 21 24
Fixed Asset Turnover 7.21 8.14 5.98 5.81
Total Asset Turnover 1.67 1.4 0.87 0.87
Debt Management ratios - - - -
Debt Ratio 35.91 31.36 33.96 33.26
Times Interest Earned 31.27 17.75 10.95 11.01
Profitability ratios
Profit Margin 24.46 19.2 18.46 19.86
Return on Assets 28.3 - - -
Return on Equity 61.2 41.7 19.64 21.03
Market Value ratios
Price-to Earnings Ratio - - - -
Price-to-Cash Flow
- - - -
Ratio
Market-to-Book Ratio - - - -
Du Pont Analysis
ROE 116.41 98.51 47.46 46.48
PM 17.05 13.51 10.07 10.61
TATO 1.67 1.4 0.87 0.87
Equity multiplier 4.09 5.21 5.42 5.04
5. RISK ANALYSIS:
5.1: Risk identification
IDENTIFICATI PROBABILI IMPACT REACTION
ON TY
OPERATION Lack of spare High Delay -Buy
AL parts production insurance for
and the sales imported
cars and
spare parts
-Coordinate
with many
suppliers
- Increase the
capacity to
self-produce
spare parts
- increase the
localization
rate of the
automobile
industry
5.2: Sources of risks involved THACO Group and Recommendations to address such risk
5.2.1: Operational risks: (Lack of spare parts)
1: Sources of risk:
Import tax on automobiles in Vietnam will be reduced to 0%. That means the
protection umbrella named "tariff barriers" will no longer work. At this time,
Thaco will face big rivals in countries such as Japan, the United States and
Thailand. The biggest rival for Vietnam will be the car line from Thailand.
Thailand's auto assembly plant capacity is up to 2.85 million units, even if it
runs at full capacity, it could reach 4 million units. In the context of the
consumption of Thailand is saturated, the export will be the strategy promoted
by enterprises. With the above-mentioned production figures, there is reason to
believe that after 2018, "Made in Thailand" cars will overwhelm the Southeast
Asian market, including Vietnam.
The inventory turnover ratio low (1.71) because competitors in 2018 rising
high and the import tax rate reduces to 0% so customer has the tendency to
keep the money and waiting the price reduce. So the inventory of THACO is
high => Risk from the inventory is medium
2: Recommendations to address
Develop technology to create new models which meet the customer’s demand
Reduce product cost by increasing capacity to self-produce spare parts to have
a competitive price
Promote other activities such as Logistic activities and Industrial Park
Infrastructure.
5.2.3: Financial risks:
Reducing car’s price
1: Sources of risk
Profit margin of THACO reduces from 24.46% (2015) to 19.2% (2016)
because in 2015 and 2016, THACO reduced its imported and distributed car
lines’ s prices to generate sales. Despite that the company get big sales (sales
increased from 41,494,266 billion VND in 2015 to 59,163,238 billion VND in
2016), large price cuts minimize the gross profit THACO get on it.
This also gave THACO the potential risk of a quick ratio that tend to decrease
from 0.49 in 2015 to 0.31 in 2016 and 0.34 in 2017. The company had big sale
but liquid asset decreased (especially is cash) and debts sharply increased less
profit and high cost. So, THACO did not have adequate current assets, without
inventory, to cover near-term debt.
Over time, maintaining a strong brand image made THACO maintain stable
price points or even increase prices. Therefore, in 2017-2018 this ratio
increased again by the way that THACO brought KIA motors and Mazda
motors on supply chain in Vietnam.
2: Recommendations to address
Reduce the cost of goods sold through the acquisition of cheaper supplies or
cutting labor costs
Continue to maintain stable price
Adjust the competitive price to suit with the market and the company's
development plan whenever the market change.
Develop the factory, the machine and the number of professional workers to
respond the high demand of customers.
1: Sources of risk
Try to limit the imported spare parts consumption, increase the capacity to self-
produce spare parts or buy components from local suppliers.