QUẢN TRỊ HOẠT ĐỘNG tại CÔNG TY cổ PHẦN sữa VIỆT NAM VINAMILK en

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QUẢN TRỊ HOẠT ĐỘNG tại  CÔNG TY cổ PHẦN sữa VIỆT NAM   VINAMILK en

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OPERATION MANAGEMENT AT VIETNAM DIARY PRODUCTS JOINT STOCK COMPANY (VINAMILK) TABLE OF CONTENT I PREFACER II INTRODUCTION OF VINAMILK II.1 General II.2 Summary .5 II.3 Factories and stores of Vinamilk II.4 Dairy farm .7 II.5 Organisation chart of Vinamilk .7 II.5.1 Chart of organisation structure II.5.2 Chart of management structure: II.5.3 Shareholders’ s existing structure of Vinamilk III QUALITY STANDARD AND MAJOR PRODUCTS .8 III.1 Regulation of milk processing and milk- made products III.1.1 Legal regulation III.1.2 Governed specification and standards .10 III.2 The quality standard system of Vinamilk 10 III.2.1 Management standard and safety, sanitation : 11 III.2.2 Standard of environment: 11 III.2.3 Standards of the technical properties of the products: .11 III.2.4 Other technical standards 12 III.3 Major products of Vinamilk 12 III.3.1 Vinamilk market .12 III.3.2 Major products 14 IV MANUFACTURING PROCEDURE OF MAJOR PRODUCTS .15 IV.1 Procedure of fresh milk production: 15 IV.1.1 Chart of technology process: .15 IV.1.2 Production procedure 15 IV.2 Production procedure of the powder milk: 17 IV.2.1 Chart of technology process: .17 Group assignment Operations Management IV.2.2 Manufacturing procedure 18 IV.3 Production procedure of Yogurt 20 IV.3.1 Chart of technology process: .20 IV.3.2 Manufacturing procedure: 20 V LONG TERM TARGET FOR PRODUCT QUALITY IMPROVEMENT : 21 V.1 Concept of the long term target ; 21 V.2 Concept of the product quality: .22 V.3 The existing product quality of Vinamilk 22 V.3.1 Raw materials 22 V.3.2 Technology and technology transfer 23 V.3.3 Quality management system 23 V.3.4 The procedure of the quality management 23 V.3.5 Food sanitation safety: 24 V.4 The long term target for improving the product quality of Vinamilk .25 V.4.1 The safety product to ensure the health for the consumers 25 V.4.2 Improving the health and enhancing the physical nature 27 VI PLAN FOR LONG TERM TARGET PERFORMANCE .27 VI.1 Long term target of Vinamilk .27 VI.2 Plan for the long term target performance 28 VI.2.1 Plan of the brand development 28 VI.2.2 Plan of developing, expanding the products .28 VI.2.3 Plan for the market increase 28 VI.2.4 Plan of the management system: Continue to improve the capacity of the supply system management 29 VI.2.5 Plan of the distribution system: Continue to expand and develop the active, strong and efficient distribution system 29 VI.2.6 Plan of the raw material source: Developing the raw materials to assure the stable fresh milk supply source with the high, reliable quality and the competitive price 29 VI.2.7 Plan of the human resource: Wit the current milk branch development strategy, Vinamilk defines the “human being” factor to decide the success or failure of the company Thus, the company proposes the plan for performing the human resources as follows: 29 VI.2.8 Financial plan 30 VII DIFFICULTIES, CHALLENGES AND COUNTERMEASURES 33 VII.1 Difficulties and challenges: 33 VII.1.1 Analyzing SWOT .33 VII.2 Countermeasure 35 2/34 Group assignment Operations Management VIII CONCLUSION .38 REFERENCES 38 3/34 Group assignment I Operations Management PREFACER The enterprise operation management is the necessary management technical system to be conducted synchronously by the enterprise managers so that the enterprise can reach the proposed strategy target The study of this system is required to closely contact from the scientific theory to the existing operation of a detailed enterprise so that the learner gets the synchronous knowledge and the full awareness of the importance of the science of the operation management in managing, executing an enterprise From the above mentioned demand, in this material, the group refers to the operation management in Vietnam Diary Products joint stock company (Vinamilk) mentioning the long term target for improving the product quality of the company; the plan for the long term target performance and difficulties, challenges, countermeasures upon conducting the long term target of the company II INTRODUCTION OF VINAMILK II.1 General1 Vietnam Diary Products joint stock company (Vinamilk) has been established since 1976 under the name of Southern Coffee-Milk company This is a state run enterprise directly under General Department of Food During the development process, after many reforms, Vinamilk became Vietnam Diary Products joint stock company in the year 2003 The transaction name in English is VIETNAM DAIRY PRODUCTS JOINT STOCK COMPANY abbreviated as Vinamilk The company has been sealed on Ho Chi Minh city stock exchange transaction floor on 19 January 2006 (transaction code: VNM) At present, State Capital Trade and Investment Corporation (SCIC) holds the ratio of 45,05% for the company charter capital Vinamilk is the topping enterprise of the milk processing industry accounting for 75% of the milk market in Vietnam The products of Vinamilk includes the fresh milk, yoghurt, condensed milk, powder milk, nutritious milk, cream, various soft drinks With the diversification of the products, Vinamilk appears over 200 sterilized, pasteurized milk items, and milk-made products Summarized from website www.vinamilk.com.vn/ and annual report of VNM 2012 4/34 Group assignment Operations Management On 31 December 2012, Vinamilk has the network with 250 exclusive distributors and over 200,000 retail points in Vietnam The Vinamilk products are exported to 26 countries like America, France, Canada, Pháp, Canada, Poland, Germany, Middle-East regions, ASEAN etc After 36 years since the establishment and counted to 31 December 2012, Vinamilk has invested 12 plants, factories in which Vietnam Children power milk factory is put into operation on 22 April 2013 and milk factory constructed by Tetra Pak group – Swedish in Binh Duong and operated on 10 September 2013 Vinamilk is executing the milk factory in Cambodia in 2014 During 17 years, from 1997 to 2013, Vinamilk is ceaselessly selected as the high quality Vietnam goods by Vietnam consumers’ association.2 Vinamilk joins the charitable activities, society in the fields: Setting up Vietnam reaching Milk Fund, providing milk for all children of the difficulty; establishing Vinamilk scholarship fund “Nursing the young talented”; Setting up million of green plants for Vietnam and sponsoring the solar energy lights at Con Dao At present, Vinamilk has got the 68 th rank of the world biggest 100 milk enterprises The target of Vinamilk in the next stage is to get turnover of billion USD in 2017 and Top 50 enterprise of the world milk II.2 Summary Head office: 10 Tan Trao, Tan Phu ward, district 7, HCM city Tel: 0854155555 /Fax: 0854161226 Year of establishment : 1976 Charter capital of the year 2012: 8,340 billion VND equivalent to 396.46 million USD Total investment cost of the year 2012: 10,235 billion VNĐ, equivalent to 488.45 million USD Business field: Food and Beverages; Major products: Milk and milk-made products According to website http://congthongtinhvnclc.vn/ - Enterprise Association of high quality Vietnam commodity Theo website www.vinamilk.com.vn/ and annual report of VNM 2012 5/34 Group assignment Operations Management Manpower : 4,300 persons Website: www.vinamilk.com.vn Email: vinamilk@vinamilk.com.vn Logo of Vinamilk: Figure 1: Logo of Vinamilk II.3 Factories and stores of Vinamilk4 Factories: 1) Thong Nhat milk factory – No 12 Đang Van Bi, Thủ Đuc district, HCM city 2) Trường Thọ Milk factory – No 32 Đang Van Bi, Thu Đuc district, HCM city 3) Dielac Milk factory – Bien Hoa I Industrial Park, Dong Nai 4) Can Tho Milk factory – Tra Noc Industrial Park, Can Tho 5) Sai Gon Milk factory – Tan Thoi Hiep Industrial Park, District 12, HCM city 6) Nghe An Milk factory – Sao Nam street, Nghi Thu ward, Cua Lo town, Nghe An 7) Binh Đinh Milk factory-87 Hoang Van Thụ, Quang Trung ward,Quy Nhơn city, Binh Đinh 8) Vietnam Soft Drink factory – My Phuoc II Industrial Park, Binh Duong province 9) Tien Son Milk factory – Tien Son industrial park, Bac Ninh province 10) Đa Nang Milk factory – Hoa Khanh industrial park, Danang city 11) Vietnam Powder milk factory - Freedom Boulevard – Việt Nam-Singapore Industrial Park, Thuận An district, Binh Duong province 12) Vietnam Milk factory – My Phuoc II industrial park, Binh Duong province Warehouse: 1) Depot enterprise – No 32 Đang Văn Bi, Thủ Đức district, HCM city 2) Hanoi Depot enterprise – Km 10 National road 5, Dương Xa town, Gia Lâm district, Ha Nội Clinic : Vinamilk – Incorporated finance report, year 2012 6/34 Group assignment 1) Operations Management An Khang General Clinic - 87A CMT8, District 1, HCM city II.4 Dairy farm 1) Dairy farm in Tuyen Quang; 2) Dairy farm in Lam Đong; 3) Dairy farm in Binh Đinh; 4) Dairy farm in Nghe An: the rest cell of cows is laid with the soft mattress, auto milking with the « super-cleaned » technology”; 5) Dairy farm in Thanh Hoa II.5 Organisation chart of Vinamilk II.5.1 Chart of organisation structure Figure2 : Organization chart as per the function II.5.2 Chart of management structure: 7/34 Group assignment Operations Management II.5.3 Shareholders’ s existing structure of Vinamilk5 Figure 3: Shareholders’ structure III QUALITY STANDARD AND MAJOR PRODUCTS III.1 Regulation of milk processing and milk- made products III.1.1 Legal regulation According to website: http://s.cafef.vn/ 8/34 Group assignment Operations Management Vinamilk is an enteprised operating in Vietnam Therefore, the prerequisite condition of Vinamilk is to comply with the Vietnam legal regulations of the milk quality and milk products These regulations include: - Law on Food safety No 55/2010/QH12; - Law on Standard- Specification No 68/2006/QH11; - Environmental protection law No 52/2005/QH11 dated 29 November 2005; - Decree No 127/2007/NĐ - CP dated 01 August 2007 of Government specifying the details of implementing some articles of Law on Standards and technical specifications; - Governemental Decree No 38/2012/NĐ-CP dated 25 April 2012 stipulating the details of some articles of Law on food safety; - Circular No 30/2010/TT-BYT of Ministry of Health dated 02 June 2010 issuing the national technical specification (QCVN 5-1:2010/BYT) to the products in the form of liquid; - Circular No 31/2010/TT-BYT of Ministry of Health dated 02 June 2010 specifying the issuance of the national technical specification (QCVN 5-2:2010/BYT) to the milk product of the powder form; - Circular No 41/2010/TT-BYT of Ministry of Health issuing national technical specification to fermentation milk products; - Circular No 05/2012/TT-BYT dated 01 March 2012 of Ministry of Health issuing the national technical specification (QCVN 8-3: 2012/BYT) to the micro contamination in the food; - Circular No 26/2012/TT-BYT stipulating the issuance of qualified certificate of the food safety to the foundations of manufacturing, trading functional foods, nutritious increasing food etc - Circular No 20/2012/TT-BYT issuing the national standard of the formular nutritious food for the children to 12 months ; - Circular No 21/2012/TT-BYT issuing the national specification to forumular nutritious products with the medical purpose especially for the children to 12 months ; 9/34 Group assignment Operations Management - Circular No 22/2012/TT-BYT issuing the national specification to the formular nutritious product with the supplementary eating purpose for the children from to 36 months old III.1.2 Governed specification and standards What is the standard6 The standard is to specify the technical properties and the management requirement as the standard to classify, evaluate the products, goods, services, process, environment and other objectives in the economic-social activities to improve the quality and efficiency of these objectives What is the technical specification7 The technical specification is to specify the limit of the technical properties and the management requirement in which the products, goods, services, the process, environment and other objectives in the economic-social activities have to comply with to ensure the safety, sanitation, health of the human being, protecting the fauna, flora, environment, interest and national security, rights of the consumers and other necessary requests III.2 The quality standard system of Vinamilk8 The governed quality standard system in Vinamilk includes Vietnam and international standards These standards include the management standard, standard of environment, food sanitation standard and standard of technical properties of the products Source : Law on Standard- Specification No 68/2006/QH11 Source: as above Source : http://www.vinamilk.com.vn 10/34 Group assignment - Operations Management The food sanitation safety is one of the topping quality policies proposed by Vinamilk in the business activities All factories of Vinamilk are constructed and applied with HACCP system of the food sanitation safety The factories have been evaluated and granted for the certificate of HACCP system as per RVA standard of Netherland by SGS, BVQI - The food sanitation safety is strictly carried out from the selection of the raw mawterials to the finished products - As for the raw materials: The company issues the technical request highlighting the requirements of the safety of the food sanitation In addition to the chemical and physical natures, it is to meet the following demands:  During the production process: All the processing parameters have to meet the requirements like the fact that in the risk analysis of HACCP system, the important controlling points are operated, observe and reported by the staffs  The archiving dossiers in the parameters have to be stored until the expiry of the product - As for the finished products: The quality control department of the factory will check each production lot according to the specified procedure When the checking results meet the requirement combined with the consideration of the parameters, it makes conclusion of the goods export  The checking dossiers for each package have to be archived until the expiry of the product The samples of various product have to be periodically sent to the authorities to analyze and evaluate the conformance level of the system V.4 The long term target for improving the product quality of Vinamilk As the manufacturer of the products related directly to the nutrition and the human being health, the target during the business operation of Vinamilk is to top the quality Thus, Vinamilk has defined the long term target to improve the product quality as follows: V.4.1 The safety product to ensure the health for the consumers V.4.1.1 Studying, design the safety product: In the operation of studying and developing the products, the unchanged principle of Vinamilk is to assure the formula of the products, the component of the raw materials, design of the shape, product bags meet the best safety for the consumers Vinamilk does not use the components affecting the health as well as the storing substances 25/34 Group assignment Operations Management V.4.1.2 The raw materials to be safe: V.4.1.2 The raw materials applied for the product manufacturing are the raw materials with the reliable sources with the good quality : - The raw materials of Vinamilk is preferentially selected from the reliable suppliers, manufacturers applying the quality management systems closely and from the supply sources at the countries with the developing agriculture in the world - The raw material fresh milk is supplied from the farms of Vinamilk with the modern raising technology, controlling the output fresh milk quality closely At the same time, the milk source purchased outside is controlled by Vinamilk for the close quality and assuring the standards of the quality of the raw equivalent material fresh milk produced by Vinamilk itself - The selected bags of the products have to assure the safety, not containing the components with the abilities affecting the human being health V.4.1.3 Quality management and control - For the management purpose and control purpose in the whole-side and close manner, Vinamilk has developed and applied the advanced quality control and management system (like HACCP, BRC, ISO 17025…) during the process of the product creation - The quality management and control method is closely and wholly set up from the input raw materials, the production process, quality control during the circle of the product life V.4.1.4 Controlling and accessing the product traces - With the highest responsibility of the manufacturer, Vinamilk has set up the methods of accessing the product traces to ensure the withdrawal, treatment of the products conducted rapidly and minimizing the impacts to the consumers, society in case of the incident occurrence - In addition to t he product trace access, the method system of accessing the raw materials is set up to assure in defining accurately and punctually the reasons of the incidents Since then, Vinamilk has the suitable solutions to avoid the additional incident from happening in the future V.4.1.5 Information of the products 26/34 Group assignment - Operations Management Vinamilk assures to supply the information in the sufficient, clear and honest manner of the products: the components, nutritious value, guidance of store, use for the consumers The sufficient, accurate information supply will help the consumer actively to select the suitable products as well as the use of the products in the safest and best manner V.4.2 Improving the health and enhancing the physical nature - In order to meet the ever increasing demand and bring the best products for the consumers, in addition to the safety assurance, Vinamilk heads the target to create the products bringing the valuable products, best interest for the human being as detailed below: V.4.2.1 Studying and developing the products - By the due investment of the financial source, the person and proactive cooperation with the organs, professional branches, associations and international organizations of the nutrition, health, Vinamilk heads to the targets of developing the products to: - Study and bring the products suitable to the body, nutrition demand, health, age as well as the life condition, climate etc of each region, territory - Head for the health improvement, contributing to minimizing the risks affecting the health and especially enhancing the physical body for the future generation - Not only standing in creating the products as per the demand, Vinamilk actively studies and introduces the consumers of the new, breakthrough products heading for the consumers with their best ways V.4.2.2 Care, consultancy for consumers: - In addition to the creation of the good products, Vinamilk still attaches importance to the care for the customers, consulting consumers to enhance the awareness of the nutrition, health, dosage of the products to create the active nature for the consumers in selecting the suitable products and using them in the most efficient manner VI PLAN FOR LONG TERM TARGET PERFORMANCE VI.1 Long term target of Vinamilk On the long term basis for improving the product quality and enhance the competition ability of Vinamilk on the market, the company has set up the master target for the long term development as follows: 27/34 Group assignment - Operations Management Focusing on the main trade branch of the milk production: Concentrating on 04 key branches including the milk, condensed milk, powder and yogurt - Developing further the soft drinks benefit to the health like fruit juice, soybean milk, traditional drinks like green teas, nha đam, salt lemon water etc; - Finding out the external investment opportunity to assure the stability and safety for the raw material supply and export market development - Continuing to strengthen the local distribution system, expanding further the retail and enhancing the distribution scale - Continuing to expand the export market On the basis of the master target for the long term development as mentioned above, Vinamilk sets up the detailed target until the year 2017 of reaching the total turnover of billion United State Dollars and ranking Top 50 of the biggest world milk production company VI.2 Plan for the long term target performance In order to carry out the said long term master target, Vinamilk has proposed the plan for carrying out the long term target as follows: VI.2.1 Plan of the brand development - Strengthening, building up and developing systematically the extremely strong brands to meet bet the demands and consuming psychology of the Vietnamese consumers - Developing the brand of Vinamilk into the reliable nutritious brand to every Vietnamese by the strategy of applying the scientific study of the specially nutritious demand of the Vietnamese to develop the optimum product flows for the Vietnamese consumers VI.2.2 Plan of developing, expanding the products - Developing the whole-sided milk and the products from the milk to head for a big consuming customers, concurrently expanding the valuable products plus the high sale price to improve the common return rate for the whole company; - Investing and expanding the business production by the market of the soft drinks good for the health of the consumers by the key brand of VFresh to meet the fast increase consuming tendency to the soft drinks from the natural natures good for the human being health VI.2.3 Plan for the market increase 28/34 Group assignment - Operations Management Strengthening the system and distribution quality to gain further the market where Vinamilk’s market is not hiI.gh, especially at the rural areas and small urban areas - Exploiting the strength and the prestige of Vinamilk brand as the ” most scientific and reliable” nutritious brand of the Vietnamese people” to occupy at least 35% the market of the powder milk within 02 coming years VI.2.4 Plan of the management system: Continue to improve the capacity of the supply system management VI.2.5 Plan of the distribution system: Continue to expand and develop the active, strong and efficient distribution system VI.2.6 Plan of the raw material source: Developing the raw materials to assure the stable fresh milk supply source with the high, reliable quality and the competitive price VI.2.7 Plan of the human resource: Wit the current milk branch development strategy, Vinamilk defines the “human being” factor to decide the success or failure of the company Thus, the company proposes the plan for performing the human resources as follows: 2.7.1 The policy to the laborer: - Ensuring the jobs sufficiently for the labor; their income is improved day by day In addition to the income from the salary, the labor still gets further the income from the profit divided with their possession ratio in the company if the company gains the benefit - Carrying out fully the right and obligations to the labor as specified by the law - Getting the awarding policy on time to the individuals and collectives making great contribution to the company; conducting the discipline measure to the individuals affecting adversely the right and prestige of the company - Supporting and facilitating the labor to join the local and foreign training course to improve the professional knowledge; - Training and arranging the manpower source suitable to the development of the company to accelerate the physical nature 2.7.2 Policy of the human resource training : - The company targets the training of the high intellectual human resource 29/34 Group assignment - Operations Management The company has been preparing the high level human resource in the future by sending the members of the cadres, staffs to study the branches like the milk technology and products from the milk; automating the technology procedure and production; food processing equipment, machine, management in the milk branch; Up to now, the company has supported over 50 members of the cadres, staffs to join these courses - The company has enrolled the students graduated with the excellent grade from the universities and sent them to take oversea study - The cadres and staffs under the study demand have been supported with 50% of the university fee by the company for the professional improvement courses VI.2.8 Financial plan Orientation of turnover-profit in the phase 2012- 2016: (billion 2011 2012 2013 2014 2015 2016 CAGR VND) Total 22.071 26.480 31.780 38.130 45.760 54.900 20% turnover Pre-tax 4.979 5.625 6.355 7.180 8.115 9.170 13% profit Post-tax 4.218 4.690 5.230 5.720 6.180 6.870 10% profit 30/34 Group assignment Operations Management ( Soure: abstracted from Resolution of VNM Annual shareholder’s meeting 2012) Plan of asset investment  shareholder’s general meeting passes the supplementary investment of 1,545 billion VND (in which 373 billion VND is the contingency) for the phase 2012-2016, increasing the total investment level to the year 2016 up to 10,275 billion VND The supplementary investment capital is applied as follows:  Expanding Lam Son milk factory ( Lam son milk- subsidiary) to serve Thanh Hoa area and vicinities to supplement 137 billion VND  Upgrading technology infrastructure for the business field and office- supplementing 238 billion VND  Investing and expanding existing farms and constructing further the new farms, increasing the cow flock possessed by Vinamilk from 8,200 pcs to 30,000 pcs in the year 2020- supplementing 1,170 billion VND Thus, total investment capital to the year 2016 as follows: 31/34 Group assignment (billion VND) Operations Management Total Conducted investment to from the Disbursement Disbursement plan 2012 2013-2016 TOTAL Vinamilk Vietnam milk 2016 10,275 7,916 2,349 previous years 2,572 5,537 2,489 3,707 415 1,651 3,166 1.720 283 factory project Dielac II milk 1.906 569 958 379 factory project Danang milk factory 421 204 176 40 project Office of branches, 598 75 233 291 stores Deep investment of 2,642 1,225 689 727 253 2,006 100 47 36 181 646 25 1.323 98 factories, supply chain, trade, IT Lamsonmilk Vietnam cow International real estate (Danang office) 32/34 Group assignment Operations Management (Soure: abstracted from the VNM shareholders’ general meeting 2012) VII DIFFICULTIES, CHALLENGES AND COUNTERMEASURES In order to assure the performance of the long term target to improve the product quality in particular and the long term target in general on the basis of the said long term target plans, Vinamilk faces the defined difficulties and challenges any enterprise has to encounter Thus, the clear definition of these challenges to work ou the countermeasure is very necessary VII.1 Difficulties and challenges: By analzying the following SWOT to Vinamilk, we will find that together with the opportunities and strength, the risk and weakness are the diffictulies and challenges Vinamilk has to face: VII.1.1 Analyzing SWOT VII.1.1.1 Opportunities - The prices of the milk products in the world has the ever increasing tendency; the milk market of the world starts the strong increase demand Thus, Vietnam gets the competitive advantages when exporting the products to the regional market - The Vietnamese economy has the high GDP speed; the Vietnamese income is improved - Vietnam officialy join World Trade Organization (WTO) and in the phase of “ the gold people structure”, the rapid urbanization speed - Several advanced techonologies in the world appear to support the raise of the cow flocks VII.1.1.2 Risks - State control system is loose, crossed and inefficient The milk quality calibration in Vietnam is not efficient The local and foreign competitors appear a lot and competitive - The people raising the cows lacks of the management experience ; the farm scale is small; the price of the raw material powder in the world causes the pressures to the milk production branch in Vietnam The pressure comes from the replacement product 33/34 Group assignment - Operations Management Mostly, the Vietnamese consumers believe in the quality of the foreing imported powder milk products and accept to buy them with the high price compared many times to the local product VII.1.1.3 Strengths - The production equipment and technology of Vinamilk are modern and advanced according to the international standards Vinamilk possess a network of the big factories in Vietnam The factories of Vinamilk always operates with the stable capacity to ensure the consumer’s demand - The professional management system and procedure are operated by an experienced and qualified workforce of managers - Vinamilk has the quite high increasing speed by the years ; using the efficient capital source, actively getting the capital source for the production activities, making construction investment of one dairy farm which is the most modern in Vietnam and South-East Asia - Vinamilk has the good, dynamic workforce with the high intellectual The training and arrangement of the workforce are suitable to the company development The awarding policy is punctually applied to the individuals, collectives making great contribution to the company The leaders and staffs always make mutual respect and coopertaion and their working environment is very excited - Vinamilk has the expanding marketing strategy The capacity of studying and developing the new product follow up the tendency and fast and strong consuming demand of the market - Vinamilk has an experienced workforce of marketing and sales in analyzing and defining the consumption, accessing usually the customers at the sale time - Vinamilk has a distribution network which is more competitive than the competitors VII.1.1.4 Weakness - Vinamilk still depends on the import of the raw materials of the powder milk from the foreign country Thus, the business results will be affected in case of the escalation price - The manpower source is not stable and usually fluctuates, especially the intermediary managment level 34/34 Group assignment - Operations Management The results brought from the marketing has not matched the investment Marketing activities mainly concentrate in South while North occupying 2/3 of the population of the whole country has not strongly been invested - The competition from the international investors is of the high strength Thus, Vinamilk has to continue to expand the business production activities, marketing etc to assure the market VII.2 Countermeasure As for the weaknesses and risks as mentioned above (concurrently also the difficulties and challenges) , Vinamilk has proposed the suitable countermeasures as follows: VII.2.1 Developing the workforce: Developing the workforce and consolidating the management mechanism is the thorough policy during the process of performing the long term development plan to Vinamilk as detailed below: - Getting the long term plan; planning, arranging and training the dynamic management workforce ,the qualified technical workforce - Getting the policy to lure the recruitment of the staffs, the really qualified managers based on the development requirement of Vinamilk, creating the favorable conditions to maintain and develop the workforce firmly - Carrying out the policy of the salary, awards, and the plausible treatment polices for the cadres, staffs with the good qualification to encourage them to work better - Usually sending the core staffs to join the short term training courses in the local and foreign countries to improve the professional knowledge, receiving the new science, technology to serve the process of performing the strategy of the company - Organizing and training the knowledge for cadres, staffs, the training programs to help the staffs to develop and get the occupational targets - Setting up a professional, friendly and open working environment so that each individual can freely develop the creation, release the potential of each person, then, creating the differences VII.2.2 Developing the raw materials, constructing the local and foreign dairy factories Vinamilk has carried out the necessary measures to actively get the raw materials and construct the dairy factory at the foreign country: 35/34 Group assignment - Operations Management Construct the close link with the suppliers so that the source of the raw materials is stable and ensures the quantities, quality, stable price Vinamilk has linked over 5,000 households raising the cow with total quantities of 65,000 pcs, purchasing the capacity of 460 tons of raw material milk/day At present, Vinamilk purchases over 60% of the fresh milk of the farmers in the whole country - Supporting the farmers of the capital, the technical seeds and committing to consume them with the long term, plausible price to prevent the price imposing in case of the fluctuating market price - Establishing the reasonable procurement system to faciliate the formers during the process of the milk sale, concurrently constructing the transfer station stations appearing evenly and widely to ensure the procured milk shall be ensured and cooled as soon as possible to ensure the input milk and adverse requirements of the food safety sanitation - Proactively developing, constructing, expanding the cow raising farms at the suitable climate areas like Lâm Đồng, Bình Định, Tuyên Quang, Ba Vì, Nghệ An, Thanh Hóa, Sơn La, concurrently applying the advanced science in the technology of the dairy cow raising to bring the best quality and the highest milk capacity According to 2012-2016 plan, total cow flocks of the farms of Vinamilk will reach 25,500 pcs in the year 2015 and will increase 28,000 in the year 2016 - In the year 2012, Vinamilk made great investment into the two dairy factories in Binh Duong That is the children powder milk factory with the investment capital of 2,000 billion Vietnam Dong operated from April 2013, and the milk factory invested with 2,400 billion VND inaugurated on 10 September Both factories are equipped with the modern technologies so that the products can meet the international standards of the safety of the food sanitation and environment, concurrently can compete with the famous brands in the world - Investing the milk factory at the foregn country to increase the supply source to serve the local market and reach some other market in the world This is the fastest ways for Vinamilk to complete the target to become one of the biggest 50 milk companies in the world In addition to the investment for re-purchasing the shares at the milk factory at New Zealand; at present, Vinamilk has received the investment license of the milk factory in Cambodia VI.2.3 Strong investment for the technology 36/34 Group assignment Operations Management Vinamilk continues to renovate the technology and study to work out the new products for the market and improving the product quality to catch up with the customer’s demand change: - Investing the new equipment and machines to improve the bags, the product quality, creating the new products with the special taste matching the consumer’s demand - Making investment of the quickly sterilized technology with the high temperature to manufacture the sterilized milk: The whole equipment, technology of the children’s powder milk factory in Binh Duong supplied by GEA group (Germany), assuring the nutritious substances, vitamin, minerals etc not be changed during the manufacturing process - The milk factory in Binh Duong applies the modern bacterium separating centrifugal production technology rejecting 99,9% bacterium in the raw material fresh milk This is the new technology of the world applied by Vinamilk, the only company VII.2.4 Improving the financial efficiency, risk management - The company issues further shares, taking advantage of the capitals to expand the business production activities - Setting up the relationship with the credit organizations, local and foreign financial organizations to get the financial support from the organizations, especially the demand of foreign currency - Controlling closely the efficient use of the capital source with the right purpose, ensuring actively the capital source for the production activities for each project - In the year 2012, Vinamilk has constructing the model of the risk management (with the consultancy of KPMG Việt Nam company) as a thorough system to improve the value and management quality of the company VII.2.5 Marketing, developing the brand, distribution channels - Ceaselessly improving, setting up the attractive advertising programs - Sponsoring the community activities, for the poor and the games on television - Supplying the consultancy services of the nutrition,, about the consumers for the customers, especially the old age with the diversified pattern: Directly at the nutritious centers of the regions; by telephone, internet, TV - Setting up and developing the professional sale system in which it is to increase sales in North of Vietnam; increasing the marketing staffs accessing usually the customers at sale points, supermarket to communicate, advertise, introduce the products directly to the customers 37/34 Group assignment - Operations Management In the year 2012, Vinamilk signed the contract with Viettel supplied to develop the online sale system on the whole country The company has developed 29 distributors in Ho Chi Minh city and it is scheduled for the year 2013 to complete the development in the whole country VIII CONCLUSION From the above mentioned, as for the long term target for improving the product quality, the long term master target, the plan of the long term target performance, the difficulties, challenges and proper measures proposed by Vinamilk and well-done, it is possible to state that Vinamilk in general and Vinamilk leaders in particular have assured the right oriented steps in carrying out the proposed targets, plans This shows that the operation management at Vinamilk has efficiently been conducted and contributes in the explanation why Vinamilk is the top brand in the milk branch of Vietnam Based on the efforts of Vinamilk in strengthening the brand, improving the technology and the product quality according to the international standards to compete actively to exploit the local market, concurrently, expanding the markets to the foreign countries It is possible to state that Vinamilk detailed target until the year 2017 to become one of the biggest 50 milk companies totally has the basis and Vinamilk deserves to one of the enterprise representing Vietnam to compare with the global companies./ _ REFERENCES Operation management textbook, Dr Phạm Văn Tài; Programs of MA training of international business management– PGSM Business School, Operations Management; Website Vietnam milk joint stock company http://vinamilk.com.vn/ ; Vinamilk – Annual report 2012; Vinamilk – Consolidated financial report, the year 2012; Vinamilk – Consolidated financial report among the years for the phase of 06 months 2013 Website Financial information http://corporate.stox.vn/ ; supply Website High quality Vietnam http://congthongtinhvnclc.vn/ ; Commodity company enterprise StoxPlus Association– Business Monitor International – Vietnam Food & Drink Report Q3, 2013, Includes 5-year forecasts to 2017; http://vtc.vn/print/444252/index.htm 38/34 Group assignment 39/34 Operations Management ... Manpower : 4,300 persons Website: www .vinamilk. com.vn Email: vinamilk@ vinamilk.com.vn Logo of Vinamilk: Figure 1: Logo of Vinamilk II.3 Factories and stores of Vinamilk4 Factories: 1) Thong Nhat milk... assignment Operations Management Vinamilk is an enteprised operating in Vietnam Therefore, the prerequisite condition of Vinamilk is to comply with the Vietnam legal regulations of the milk quality... Source : http://www .vinamilk. com.vn 10/34 Group assignment Operations Management III.2.1 Management standard and safety, sanitation : Vinamilk applies the quality management and control system

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Mục lục

  • I. PREFACER

  • II. INTRODUCTION OF VINAMILK

  • II.1. General1

  • II.2. Summary 3

  • II.3. Factories and stores of Vinamilk4

  • II.4. Dairy farm

  • II.5. Organisation chart of Vinamilk

  • II.5.1 Chart of organisation structure

  • II.5.2 Chart of management structure:

  • II.5.3 Shareholders’ s existing structure of Vinamilk5

  • III. QUALITY STANDARD AND MAJOR PRODUCTS

  • III.1 Regulation of milk processing and milk- made products

  • III.1.1 Legal regulation

  • III.1.2 Governed specification and standards

  • III.2 The quality standard system of Vinamilk8

  • III.2.1 Management standard and safety, sanitation :

  • III.2.2 Standard of environment:

  • III.2.3 Standards of the technical properties of the products:

  • III.2.4 Other technical standards

  • III.3 Major products of Vinamilk

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