BUSINESS PLAN – 2016 Exclusive Distributor of Shell Biutmen in drum in Vietnam Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: STRENGTHENS • Business advantages – Reputable Shell brand – Best & Consistent quality – Believable company Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: STRENGTHENS • Core competencies – Consistent good quality – Service: quick and flexible; clean and legal – Supported by Shell supplier (price, loadings ) Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: STRENGTHENS • Market segments – Participate in most key projects in VN – Be known well by employers and contractors – Already be at the biggest markets: Mekong Delta, Highland Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: STRENGTHENS • Well-doings: – Marketing: websites, BCI information, salesnetwork – Documentations for products as required by MOT – Keep long-term customers thanks to Tin Thinh’s reputation, price policy, bitumen quality… Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: WEAKNESSES • Poorly-doings: – Much higher price (than other brands) – Extra quantity as customers' requirements (Illegal) – “Shell Only” trader (Most other traders have some brands: PLC, Iran, Fake “Made in Singapore"….) – Flexible price due to big margin of benefit and small volume approx Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: WEAKNESSES • Improvement: – Maintain and develop the market-share in the South and the Center – Expand the market-share in the North (price, agents) – Negotiating with Shell for best price to compete – To be the Exclusive Distributor in Vietnam Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: OPPORTUNITIES • Advantages trends: – Best quality required by MOT for all projects – Shell bitumen brand and Tin Thinh's distribution have been really appreciated by customers for years – Availibility of cargoes in stocks all times Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: OPPORTUNITIES – When becomes the Distributor, will: 1/ use legally all tools for advertizing the product on media widely; 2/ officially to be approved by the employers in order to participate in some important domestic and international projects Business Plan- 2016/ Ltd Co.- Shell Drum Analysis: OPPORTUNITIES • Niches: – The projects in Highland and in far areas in Mekong Delta – The "difficult" Consultant agencies and Contractors – Customers are the private companies who require good reputation and longterm cooperation – Small orders (less than 20 tons) Business Plan- 2016/ Ltd Co.- Shell Drum 10 MARKET SUMMARY OF DRUMMED BITUMEN IN 2015 IN VIETNAM BRANDS QUANTITY (TON) AVERAGE UNIT PRICE CIF VIETNAM (USD) SHELL 12.000 618 IRAN 75.783 415 ESSO 2.635 565 Total: SHELL 90.418 tons QUANTITY (TON) AVERAGE UNIT PRICE CIF VIETNAM (USD) HCM PORT 6.000 617 QUY NHON PORT 5.000 620 HAI PHONG PORT 1.000 598 Total Shell: 12.000 tons Business Plan- 2016/ Ltd Co.- Shell Drum 28 What has happened to drummed bitumen market in VN in 2015 ? • Iran Bitumen has accounted for 83% of marketshare in VN (75kt/90kt) • Iran Bitumen are mostly imported in the North (55kt/90kt) • Esso has not been accepted by customers (due to its packing 154 kg/drum) • The differrence of price bet Shell and Iran is 203 USD/ton Business Plan- 2016/ Ltd Co.- Shell Drum 29 What has happened to drummed bitumen market in VN in 2015 ? (Cont’d) • Drummed Shell Bitumen has not been used much in the North, because: High price The quality of bitumen in many projects are not controlled/required strictly  • Employers, Consultants • Procedures to make payment • Reputation of the contractors Business Plan- 2016/ Ltd Co.- Shell Drum 30 What has happened to drummed bitumen market in VN in 2015 ? (Cont’d) There has been no any traders who really try their best to invest and follow the Shell Bitumen brand for at least last years  Shell brand has been forgotten and the users change their habit of consumption! Local drumming from a part of bitumen in bulk  pull the price down much! Business Plan- 2016/ Ltd Co.- Shell Drum 31 Market Outlook in 2016  Politics:  Stable attract the capital from foreign investors  Market demand:  No more big projects  Some highways just begin in 2016  Source of capital:  From the State: Lack for the projects in 2016  From Private Sectors(BT, BOT): stoped loaning  Public- Private Partner (PPP):  popular in 2016 Business Plan- 2016/ Ltd Co.- Shell Drum 32  Expected target: 14 kt in 2016  Increase the Shell Bitumen market-shares by attracting STRATEGIES STRATEGIESIN IN 2016 2016 other brands' customers by:  Best Price  Distributorship  Easily access the key projects; prevent fake products Business Plan- 2016/ Ltd Co.- Shell Drum 33  Communication strategies:  Advertising (online, websites…)  Shell Bitumen souvenirs (drumopeners, hats, t-shirts, overalls) STRATEGIES STRATEGIESIN IN 2016 2016 (Cont’d) (Cont’d)  PR made by Shell Singapore in Vietnam  sponsor for some competitions, champions  Co-marketing with other arrangements Shell products (Flinkote, Lubricant, ) Business Plan- 2016/ Ltd Co.- Shell Drum 34 DETAILED MARKET IN 2016 Total: 14.000 tons AREA (Basing on the highest volumes at the top) Competitor brands WHOLE YEAR (ton) Mekong Delta (From Long An to the South) Drummed PLC 4.450 Highland (including Lam Dong) Drummed PLC 4.450 South ( From Dong Nai to HCMC) Bulk 2.150 Center (From Quang Ngai to Binh Thuan) Bulk 2.550 North (the provinces from Danang to the North) Iran 400 Business Plan- 2016/ Ltd Co.- Shell Drum 35 CHART OF MARKET- SHARE AREA (Basing on the highest volumes at the top) Mekong Delta (From Long An to the South) Highland (including Lam Dong) South ( From Dong Nai to HCMC) Center (From Quang Ngai to Binh Thuan) North (the provinces from Danang to the North) TOTAL SALES VOLUMES IN MONTHS Jan Feb Mar Apr May Jun 500 200 350 350 450 250 200 150 200 500 600 700 300 200 200 600 300 250 200 200 400 400 700 700 250 100 100 200 200 150 100 100 200 200 250 300 200 100 150 300 300 150 200 200 300 200 150 300 50 0 50 50 0/50 Jul Aug Sep Oct Nov Dec 50 100 100 1300 600 800 1500 1300 800 700 700 1100 1400 1800 2000 Business Plan- 2016/ Ltd Co.- Shell Drum 36 Business Plan- 2016/ Ltd Co.- Shell Drum 37 MEKONG DELTA Business Plan- 2016/ Ltd Co.- Shell Drum 38 HIGHLAND (Including LAM DONG) Business Plan- 2016/ Ltd Co.- Shell Drum 39 SOUTH South (From Dong Nai to HCMC) Total volumes: 2.150 ton AGENTS AND END-USERS (%) Thong Thuan Phat Co (Tay Ninh) 10% AGENTS AND END-USERS (%) Thai Binh Co (Ba Ria-Vung Tau) 10% AGENTS AND END-USERS (%) END-USERS (Tin Thinh will directly supply) 80% Business Plan- 2016/ Ltd Co.- Shell Drum 40 CENTER Center (From Quang Ngai to Binh Thuan) Total volumes: 2.550 ton AGENTS AND END-USERS (%) VIETRACIMEX (Danang) AGENTS AND END-USERS (%) Trieu Phat Co (Quang Ngai) AGENTS AND END-USERS (%) Thanh Phat Co (Quang Ngai) 20% 25% AGENTS AND END-USERS (%) Dong A Corp (Binh Dinh) 10% 5% 5% 5% 30% AGENTS AND END-USERS (%) Duc Khoa Co (Nha Trang) AGENTS AND END-USERS (%) Hiep Thanh Phat Co (Phu Yen) AGENTS AND END-USERS (%) END-USERS (Tin Thinh will directly supply) Business Plan- 2016/ Ltd Co.- Shell Drum 41 NORTH North (from Danang to the North) Total volumes: 400 ton AGENTS AND END-USERS (%) END-USERS (Tin Thinh will directly supply) 30% AGENTS AND END-USERS (%) BacTrungNam Co (Hai Phong) 40% AGENTS AND END-USERS (%) Vilaconic (Nghe An) 10% AGENTS AND END-USERS (%) Transme co (Ha Noi) 10% AGENTS AND END-USERS (%) Tratimex (Hai Phong) 10% Business Plan- 2016/ Ltd Co.- Shell Drum 42 [...]... website:http://www.bciasia.com/ BCIAsia: meeting and couriering the profiles of the company Business Plan- 2016/ Ltd Co.- Shell Drum 25 Distinguish Shell Bitumen and Esso in drums Business Plan- 2016/ Ltd Co.- Shell Drum 26 Specimen of quality documents of Shell Drummed Bitumen distributed by Tin Thinh Business Plan- 2016/ Ltd Co.- Shell Drum 27 MARKET SUMMARY OF DRUMMED BITUMEN IN 2015 IN VIETNAM BRANDS... much! Business Plan- 2016/ Ltd Co.- Shell Drum 31 Market Outlook in 2016  Politics:  Stable attract the capital from foreign investors  Market demand:  No more big projects  Some highways just begin in 2016  Source of capital:  From the State: Lack for the projects in 2016  From Private Sectors(BT, BOT): stoped loaning  Public- Private Partner (PPP):  popular in 2016 Business Plan- 2016/ Ltd... competition Business Plan- 2016/ Ltd Co.- Shell Drum 17 MARKET-SHARE OF SHELL DRUMMED BITUMEN IN VIETNAM • WHO ARE CUSTOMERS OF DRUMMED BITUMEN IN VIETNAM ? • WHO ARE CUSTOMERS OF SHELL DRUMMED BITUMEN IN VIETNAM? • POTENTIAL MARKETS • ADVANTAGES OF TIN THINH'S MARKET-SHARE • STRATEGY IN 2016 AND DETAILED MARKETS Business Plan- 2016/ Ltd Co.- Shell Drum 18 2012-2015 Bitumen Imported Volume in Vietnam Business. .. the employer, consultant…(the Exclusive Distributor Certificate is very important) Business Plan- 2016/ Ltd Co.- Shell Drum 15 Analysis: THREATS • Changing business climate: – Local policy of foreign currency – Increasing port charges and storage fees – Transportation problems (weight, charges, safety…) Business Plan- 2016/ Ltd Co.- Shell Drum 16 Analysis: THREATS • Vulnerabilities: – Some local traders... customers – Best quality – Transparency in business – Understanding and supportive Business Plan- 2016/ Ltd Co.- Shell Drum 11 Analysis: THREATS • Obstacles: – Low price of the replaces such as Esso, Iran, PLC… – Esso drums packing N.W 154 kg/drum to make some customers confuse – Fake Shell Bitumen – Fake documents of quality (C/O, SGS, Test in VN) Business Plan- 2016/ Ltd Co.- Shell Drum 12 Analysis:... directly – Easy and unsafe payment offered by the traders in bulk and in other drummed brands Business Plan- 2016/ Ltd Co.- Shell Drum 13 Analysis: THREATS • Negative local economic conditions: – Lack of money for the infrastructure projects – Most key road projects already finished in 2015 Business Plan- 2016/ Ltd Co.- Shell Drum 14 Analysis: THREATS • Government regulation (MOT): – Processes to control... 12.000 tons Business Plan- 2016/ Ltd Co.- Shell Drum 28 What has happened to drummed bitumen market in VN in 2015 ? • Iran Bitumen has accounted for 83% of marketshare in VN (75kt/90kt) • Iran Bitumen are mostly imported in the North (55kt/90kt) • Esso has not been accepted by customers (due to its packing 154 kg/drum) • The differrence of price bet Shell and Iran is 203 USD/ton Business Plan- 2016/ Ltd... with the distributor • … Business Plan- 2016/ Ltd Co.- Shell Drum 21 MARKET-SHARE OF SHELL DRUMMED BITUMEN IN VIETNAM POTENTIAL POTENTIAL MARKETS MARKETS –All customers who have been using drummed bitumen are able to be Shell's if: • Competitive price • Sustainable good product (Quality, drums, packing, trade marks….) • Good service • Believable local distributor Business Plan- 2016/ Ltd Co.- Shell Drum... popular in 2016 Business Plan- 2016/ Ltd Co.- Shell Drum 32  Expected target: 14 kt in 2016  Increase the Shell Bitumen market-shares by attracting STRATEGIES STRATEGIESIN IN 2016 2016 other brands' customers by:  Best Price  Distributorship  Easily access the key projects; prevent fake products Business Plan- 2016/ Ltd Co.- Shell Drum 33  Communication strategies:  Advertising (online, websites…)... souvenirs (drumopeners, hats, t-shirts, overalls) STRATEGIES STRATEGIESIN IN 2016 2016 (Cont’d) (Cont’d)  PR made by Shell Singapore in Vietnam  sponsor for some competitions, champions  Co-marketing with other arrangements Shell products (Flinkote, Lubricant, ) Business Plan- 2016/ Ltd Co.- Shell Drum 34 DETAILED MARKET IN 2016 Total: 14.000 tons AREA (Basing on the highest volumes at the top) Competitor