SETTING UP NEW PRODUCT TO IMPLEMENT PROJECT: LUXURY SPORT SHOES THUONG DINH FOOTWEAR ONE MEMBER COMPANY LIMITED I About the company: Company information:  THUONG DINH FOOTWEAR COMPANY LIMITED Address: No 277 Nguyen Trai str, Thanh Xuan, Hanoi  Tel: (04) 8586628 – 8544312 Fax: (04) 8582063  Email : tdfootwear@fpt.vn  Web site : thuongdinhfootwear.com.vn  Certificate of business registration: 0104000224, date: 01/09/2005, place of issue:     Hanoi Planning and Investment Department Business Type: One member Co., Ltd Legal Representative: Mr Pham Tuan Hung Business Registration Capital: 50 billion dong Scope of business: Production and sales of imported and exported footwear types The development process  Established in 1957, formerly known as the Department of X30 ordnance factory General Logistics Department - Vietnam People's Army With nearly 200 employees with the task of producing hard hat, rubber sandal for mainly technology is handwork and half - mechanical  In 1961: X30 Enterprise was transferred to the Department of Industrial Hanoi Hanoi People's Committee  In 1967 X30 Enterprise was received several other units and renamed Thuy Khue Rubber Factory  In 1970, merged with Hanoi canvas shoe factory and the main functions were: Production of hats, shoes and other rubber products for the military, exports to the Soviet Union, the countries of Eastern European and domestic markets  In 1978, merged with fabrics Thuong Dinh Shoe factory and shoe factory named Thuong Dinh fabric  In 1993, officially named Thuong Dinh Shoe Company  In July 2004, the Company established more Thuong Dinh Shoe factory in Ha Nam leather shoes export in Dong Van Industrial Zone  From August 2005, the Company converted into Thuong Dinh footwear one member Company Limited, under Hanoi People's Committee The company currently has over 2000 employees and production lines of modern footwear Company capacity a Product market:  Market and market share in Vietnam: The Company's products serve the needs of: Sport, hiking, picnic, work wear, footwear, fashion shoes accounted for 20% of domestic market share which is distributed by 01 branch in HCMC, 03 general agents in the North, the Central, and the South and 45 stores and introduced the company's products in the provinces and cities  Market and foreign market share: Since 1961 canvas shoes products of the company have been exported to markets in Eastern Europe (old), from 1985's main export market casual shoes are exported to EU, Australia, America (Canada, Brazil, USA ) domestic market, and some Asian countries like Japan, Korea b Resource  Human resource - The level of management staff, technical staff force: The company has a team of managers, qualified technical expertise to meet the business requirements of the Company (Masters Degree, bachelor, engineer: over 130 people; College, Intermediate: 100 people) - The company has always focused attention on training to improve staff capacity and qualified workers Annually regular training classes with teachers invited from outside to teach awareness for staff expertise Since 2002, the company has formed the basis for regular training classes organized vocational training for workers; improve skill levels for workers to meet the business requirements of company  Equipment and technology - Equipment: Investment expands production capacity from to 10 production lines Increase production capacity of 5-6 million pairs in 2007 and million pairs in 2010 - The company always attaches importance to the continuous improvement and investment in improving the efficiency of machinery, harmonized application of available technology and new technology, product diversification - Currently, companies are adopting technology in the shoe manufacturing production line modern of Japan, Taiwan, and South Korea Achievements a The achievement awarded by the state:        Third Class Medal (1960, 2001) Labor Third Class Medal (1981, 2001) Merit of the President (1976) Certificate of Merit from the Prime Minister (1978, 2006) Labor Order, Second Class (1987) First Class Labor Medal (1997) Independence Second Class Medal (2007) b The achievement by the consumer’s vote:  The Company's products are always voted on Top-Ten by consumers, continually recognized as high-quality Vietnamese product from 1996 to 2008 (voted by consumers - Sai Gon marketing held) Gain more gold and silver medals, at the country and international Expo  Thuong Dinh footwear brand has always been voted national famous brands in the years 2006, 2007, 2008  In 2004, the company awarded the Bach Thai Buoi portrait Cup, Hanoi Golden Cup, for the typical enterprise  In 2005, the company won the award for Hanoi gold sneakers, 03 gold medals for the products at the gold fair towards Hanoi 1000 years  Thuong Dinh Footwear brand is recognized as one of the strongest brands in 2004, 2005 and 2006 by the Chamber of Commerce and Industry of Vietnam Products a Cloth Shoes: b Sport Shoes c Kid Shoes d Sandal slipper II Strategic planning: Preliminary evaluation of the current situation:  Thuong Dinh Footwear Company has 66 years of development; current brand name has a large welcome from home and foreign customers Always in the top brands of Vietnam for footwear product, however, the products are for mass customers with the average and cheap price, not for customers at the middle and high class This is an issue that should be directed to the Company in this research project  Sport shoes product on Vietnamese market today has a lot of companies and brand The competitiveness in the market is quite large However, according to a preliminary assessment, the biggest sale of the company remains the leading sports is Nike and Adidas Next is Puma, Lining and several others There is not any high-end shoe company’s product launches high-class sport shoes in Vietnam Project Objective: 2.1 Do the market research and provide criteria for the luxury sports shoes that company can produce Focusing on customers participating in sports: Tennis, table tennis and badminton 2.2 Production and testing for the product life form Target product No Shoes type Tennis shoes Badminton shoes Table tennis shoes Number of sample 01 sample 01 sample 01 sample Scope and applied research: 4.1 Project is applied to internal Thuong Dinh Footwear Company 4.2 Scope of applied research for market research throughout the country, focusing on markets in the plains III Planning the project: The process of project implementation: The implementation plan: 2.1 Table of the general structure (WBS): 2.2 List of work and estimated time: No Work Detail Market Market research Domestic market investigation Competitor investigation Online investigation table Direct investigation table Investigation Organization research Working day 34 days Start 15/11/13 1/1/14 Marketing day 15/11/13 15/11/13 Marketing day 15/11/13 15/11/13 Marketing days 15/11/13 19/11/13 Marketing days 15/11/13 19/11/13 Marketing 20 days 20/11/13 17/12/13 Finish Previous work Department Marketing 10 11 Product Design 12 13 14 15 16 17 Production 18 19 20 21 22 23 24 25 Quality assessment Synthesis report Analysis report days 18/12/13 24/12/13 Marketing days 25/12/13 27/12/13 Marketing Making new product description Product Design Analyze product description Specify design Technical description preparation Design days 30/12/13 1/1/14 Marketing 26 days 2/1/14 5/2/14 Design days 2/1/14 3/1/14 day 6/1/14 6/1/14 11 Design days 7/1/14 13/1/14 12 Design 10 days 14/1/14 27/1/14 13 Design Design Review Design approval Sample Product Analysis of the production requirements Material preparation HR preparation Conduct production Product Rating Acceptance and transfer Quality assessment days 28/1/14 29/1/14 14 Design day 30/1/14 30/1/14 15 Design 20 days 31/1/14 26/2/14 16 Design days 31/1/14 1/2/14 days 3/2/14 7/2/14 days 3/2/14 7/2/14 15 days 10/2/14 28/2/14 20 Design days 3/3/14 4/3/14 21 Design day 5/3/14 5/3/14 22 Design 30 days 6/3/14 16/4/14 23 Quality control Rating durability days 6/3/14 10/3/14 Design Design 18 Design Design Quality control 26 Aesthetic appreciation days 6/3/14 10/3/14 Quality control 27 Technical evaluation criteria Athletes trial days 6/3/14 10/3/14 Quality control 30 days 6/3/14 16/4/14 Quality control days 17/4/14 23/4/14 28 Quality control days 24/4/14 28/4/14 29 BOD days 24/4/14 28/4/14 28 29 30 Synthesis and conclusion Completion Approval meeting 31 Launching new product Marketing 2.3 Market Research Plan: a Deployment time: 34 days (not including holidays) from 11/15/2013 to 31/12/2013 b The chart of work: c Domestic market investigation  List and the number of shoe manufacturers for sports competitions in the country and foreign firms  Prepare a comparison of market share  Assess the client's favorite categories of products available in the country  Price comparison  Compare maps of the distribution of brands d Competitor researching  Report synthetic of direct competitors  General report directly competitive products  Report synthetic replacement products  Study strengths and weaknesses of each competitor  Integrated assessment niche e Consumer trend research  Prepare questionnaire  Online survey via the internet  Direct consumers investigation: 1000 samples o 200 samples are for professional athletes and students in the school/ sports training center o 800 samples are for amateur customers in the place of professional practice such as tennis, table tennis and badminton f Report assessment and conclusions:  Market assessment report  Assessment competitors report  Consumer trend report  New product description 2.4 Product design planning: a Deployment time: 26 working days from 02/01/2014 to 30/01/2014 b The chart of work: 10 c Design analysis  Analyze requirements from Marketing: A description of the new product  Assign the appropriate designer: The design group has 03 people: o Graphic Design Specialist: Requires skills in design aesthetic, young, not older than 35 years old o Sport Design Specialist: Has the knowledge of sports equipment design Understanding of the movement design o Design Specialist technical description, production design requirements for manufacturing parts  Tools and supplies preparation: The tools and supplies needed by the design requirements d Design  The overall design template: 03 images  The detailed engineering design: 03 template  Describing documentation for production department e Design sample  Compliance marketing requirements  Suitable technical requirements  Consistent with the company capacity Planning and production: a Deployment time: 20 working days from 30/12/2014 to 05/03/14 b The chart of work: 11 c Product  To meet technical requirements required by the design department  Number of products: 30 products (10 products for each sample)  Request Workshop A produces sample product, each stage consists 01 skilled workers rank 5/5 Workers include: o A production techniques o A person from sole shoes group o A person from cutting group o A person from sewing group o A person from accessories group o A person from completion group Plan product reviews a Deployment time: 30 working days from 06/03/2014 to 16/04/2014 b The chart of work: 12 c Detailed assessment:  Review the product description of marketing requirement  Review product design and technical requirement  Review aesthetics of the product based on the opinion evidence from 1,000 corporate employees  Contact athlete trial The number of 20 people Get feedback after 30 trial days  Try durability through product and adverse impact force  Test product durability when exposed to corrosive chemicals naturally  General information, product grading and reporting product reviews Monitoring activities management: a Working progress monitoring: See Appendix 01 b Monitoring plan, project testing: No Work Complement date Content 12/11/2013 Implementation Product Department All departments implementation plan proposal meeting Market research 05/12/2013 meeting Research Progress Project management report Meeting market 01/01/2013 Report Presentation research test Meeting product product specify design design 18/01/2014 Report meeting report nd product design requirements Top design options, Project management product 02/01/2014 design deployment st Marketing of All departments on design Marketing Design department the Project management Design department implementation Report on the Project management design 23/01/2014 meeting report design implementation 13 Design department Browse product 30/01/2014 Presentation design, All department design technical Sample description Top meeting Browse production 31/01/2014 model Project management production plans Workshop A BOD production 01/02/2014 plan 10 1st production report 18/02/2014 Progress Project management report Project management meeting 11 2nd production report 25/02/2014 production Progress Workshop A report Project management meeting 12 Sample acceptant production Product Acceptance 13 Product 05/03/2013 review 06/03/2013 meeting Workshop A Project management Planning Workshop A and Project management organizing the Quality control inspection, 14 Product assessment Presentation quality 24/04/2014 evaluation meeting 15 New product approval 24/04/2014 16 Launching of All departments evaluation reports Project manager new 28/04/2014 All departments product c Estimated cost: (Unit: VND) No Work Market research Expense Estimated risk (10%) 100,000,000 14 10,000,000 Note Including the cost of outsourcing Product design 20,000,000 2,000,000 Sample product 45,000,000 Quality assessment 40,000,000 4,500,000 Including material and production costs Including the cost of 4,000,000 outsourcing Launching Total 10,000,000 215,000,000 1,000,000 21,500,000 Celebrated debut cost 236,500,000 References: Curriculum: Project Management - Paris Graduate School of Management Project Management Curriculum - National Economy University, Dr Tu Quang Phuong - Labor Publishing, 2005 Project Management Software by Microsoft Project 2007 15 Appendix 01: 16 ... technical expertise to meet the business requirements of the Company (Masters Degree, bachelor, engineer: over 130 people; College, Intermediate: 100 people) - The company has always focused attention... product design and technical requirement  Review aesthetics of the product based on the opinion evidence from 1,000 corporate employees  Contact athlete trial The number of 20 people Get feedback... template: 03 images  The detailed engineering design: 03 template  Describing documentation for production department e Design sample  Compliance marketing requirements  Suitable technical requirements