LUẬN VĂN THẠC SĨ MỘT SỐ GIẢI PHÁP NHẰM HOÀN THIỆN QUẢN TRỊ THƯƠNG HIỆU HÀNG DỆT MAY XUẤT KHẨU CỦA TẬP ĐOÀN DỆT MAY VIỆT NAM TABLE OF CONTENTS FOREWORD + Secondary data: Internal reports, customer management software of Vietnam National Textile and Garment Group, statistical data of General Statistics Office of Vietnam The Thesis is outlined as follows: Foreword Chapter 1: Overview of brand administration .9 Chapter 2: Current status of band name of export textile and garment articles of Vietnam National Textile and Garment Group Conclusion .9 2.1 Overview of Vinatex: 37 2.1.2 Vinatex in general 37 Vinatex is a bunch of multi-holding companies, comprising parent Company - Vietnam National Textile and Garment Group; training and research units and nearly 120 subsidiaries, associates of joint stock companies, specializing in multi-fields from production and trading in textile and garment articles and service business; have wholesale and retail distribution system; financial investment, investment in textile and garment production … 37 LIST OF FIGURES Figure + Secondary data: Internal reports, customer management software of Vietnam National Textile and Garment Group, statistical data of General Statistics Office of Vietnam The Thesis is outlined as follows: Foreword Chapter 1: Overview of brand administration .9 Chapter 2: Current status of band name of export textile and garment articles of Vietnam National Textile and Garment Group Conclusion .9 2.1 Overview of Vinatex: 37 2.1.2 Vinatex in general 37 Vinatex is a bunch of multi-holding companies, comprising parent Company - Vietnam National Textile and Garment Group; training and research units and nearly 120 subsidiaries, associates of joint stock companies, specializing in multi-fields from production and trading in textile and garment articles and service business; have wholesale and retail distribution system; financial investment, investment in textile and garment production … 37 LIST OF TABLES + Secondary data: Internal reports, customer management software of Vietnam National Textile and Garment Group, statistical data of General Statistics Office of Vietnam The Thesis is outlined as follows: Foreword Chapter 1: Overview of brand administration .9 Chapter 2: Current status of band name of export textile and garment articles of Vietnam National Textile and Garment Group Conclusion .9 2.1 Overview of Vinatex: 37 2.1.2 Vinatex in general 37 Vinatex is a bunch of multi-holding companies, comprising parent Company - Vietnam National Textile and Garment Group; training and research units and nearly 120 subsidiaries, associates of joint stock companies, specializing in multi-fields from production and trading in textile and garment articles and service business; have wholesale and retail distribution system; financial investment, investment in textile and garment production … 37 ABBREVIATES - WTO (World Trade Organization) : World Trade Organization - NCKH : Science technology - VTEC : Viet Tien - SNG : Russian Federation - AFTA (Asean Free Trade Area) : ASEAN Free Trade Area - VCCI : Vietnam Chamber of Commerce and Industry - VINATEX : Vietnam National Textile and Garment Group - MFN (Most Favoured Nation) : Most Favoured Nation - NAFTA (North- America Free Trade Area) : North- America Free Trade Area - NHHH : Goods brand COMMITMENT The Thesis "Textile and Garment Brand Administration of Vietnam National Textile and Garment Group" is my own research work The data and results herein are collected by me and I utilize knowledge I have learnt and exchanged with my science supervisor for my completion of this Thesis Hanoi, October 2013 Nguyen Van Dan FOREWORD Necessity of subject Brand issue has become a hot one more than ever before Many seminars, conferences have been organized, many papers and articles and websites have regularly mentioned aspects regarding the brand, attracted interests and attentions from community of enterprises, agencies of state management Hence, the brand is a new thing or a necessary demand, an unchangeable trend that makes Vietnam enterprises must understand to manage and develop them? In fact, there are so many companies in the world have deeply aware that brand is a very big property Brand is a facility that recognizes, protects and expresses outcome of enterprise Brand brings about stability and development of share market, enhances comparativeness, creates reputation and makes profits Building and developing brand for these companies is not a short-term task, it requires sweat and intelligence of many generations Hence, it shall be not surprised that many brands have much valuable that properties and materials However, many Vietnam enterprises, textile and garment enterprises included, brand administration and development is still a new and strange issue Some enterprises just pay attention to their production but a very valuable property “Brand” Some enterprises think that brand administration is so simple as much as giving a nice name, they not know that it is a long process, requiring continued efforts and needing supports from special methods and skills For these reasons, the author selects "Textile and Garment Brand Administration of Vietnam National Textile and Garment Group " as my graduation thesis Objectives and tasks of research: Objectives of research of the subject are to give out solutions for improving brand administration of Vietnam textile and garment articles to enhance its competitiveness, capacity of production of textile and garment articles in the international market as well as goods sales in the local market when Vietnam becomes a WTO member To complete these objectives, the tasks of research to be done are: - Systematize basic reasoning issues of brand and bran management - Evaluating situation of brand administration of Vietnam textile and garment industry in general and Vietnam National Textile and Garment Group in particular - Basing on the development objective of Vietnam textile and garment export and orientation of building brand, proposing solutions for brand administration of Vietnam textile and garment articles Objects and scope of research Objects of research of this subject are issues relating to brand name and activities of brand name which are being carried out in Vietnam National Textile and Garment Group Method of research - The thesis uses method of research: Analysis, collection of information, secondary data exploited from information database of the company, internet - Data resource: Primary data: The author surveys manager of Vinatex, uses statistical tool Google Analytics as well as the data processed basing on customer database of the Company + Secondary data: Internal reports, customer management software of Vietnam National Textile and Garment Group, statistical data of General Statistics Office of Vietnam Structure of subject Other than the foreword, conclusion, references, main contents of the subject are divided into chapters: The Thesis is outlined as follows: Foreword Chapter 1: Overview of brand administration Chapter 2: Current status of band name of export textile and garment articles of Vietnam National Textile and Garment Group Chapter 3: Some solutions for improving brand name of export textile and garment articles of Vietnam National Textile and Garment Group Conclusion CHAPTER OVERVIEW OF BRAND ADMINISTRATION 1.1 Overview of brand 1.1.1 Concept of brand Brand is a concept in customers of product, manufacture symbols are affixed on packages in order to affirm their quality and origin Brand is combined with ownership of producers and is usually authorized to official commercial representatives Brand is understood as a name combined with a product or a producer Nowadays, brand is getting more important in culture and economy Genuine articles are considered as “personal cultural and philosophical ones” 1.1.2 Structure of brand A brand can be structured by two parts: - Pronounceable part: They are factors to be readable and affect hearing of listeners - Unpronounceable part: They are factors to be unreadable but experienced by hearing such as figures, symbols, colors 1.2 Importance of Brand 1.2.1 For customers: Brand is very significant for customers Thanks to experiences for products and marketing programs of such products, customers are knowledgeable about brands Customers shall realize which brands are satisfied with their demand and which are not satisfied with Hence, brand is a tool that may help customers make rapid decisions whether should by such product or not CONCLUSION In the changeable background of the economy, exporting textile and garment articles is considered as an important motivation for the economic growth for developing countries at the initial period of the national process of industrialization, modernization Textile and garment industry of Vietnam is occupying an important position in the production and export of the national economy, in the past year, it always contributed an remarkable turnover in total turnover of the whole country and is affirming its position in the world market Together with the contributions of textile and garment industry of Vietnam, Vinatex are making best efforts to become a biggest enterprise of textile and garment industry of Vietnam and shall actively participate in the general strategy of the whole industry, pursue a target that putting Vinatex to become a multi-holding group in top 10 of textile and garment groups in the world in 2015 However, to reach this target, other than effective business, “Brand administration” shall bring about big contributions to “manage brand for textile and garment articles of Vietnam National Textile and Garment Group” The author deeply understood the current situation of Vinatex combining with applications of knowledge learnt in the program in a specific unit Vinatex Primary, secondary materials, interviews of staff of the company, survey, reference of ideas from experts are used in full by the author to have overall view of Vinatex through summarizing this data source In the Thesis, the author analyzed and evaluated the current situation of the brand administration of Vinatex in particular and the brand administration of Vietnam enterprises in general, Since then, the author had overall view of the brand administration for Vinatex If such advantage raised, positive facts done and shortcomings limited while internal efforts used, Vinatex shall become a #1 textile and garment brand in Vietnam, in the region and in the world The author uses method of sample selection in the survey of data and reference of ideas from experienced experts Quantity of samples may be not enough so the generalized result may be affected Hence, proposing resolutions for Vinatex should have actual tests and inspections in Vinatex Due to limit in time and requirements of the program, I have made best efforts to prepare my thesis at best efficiency However, this is my first study so I personally think that it shall have many limits, your contributive ideas would be highly appreciated so that I can complete my work REFERENCES An Thi Thanh Nhan, Luc Thi Thu Huong, 2010, Commercial brand management in building and developing brand, Labor - Social Publishing House Al Ries Laura Ries, 2010, 22 unchangeable rules in building brand, Intellect Publishing House Don Sex Ton 2011, Building brand under Trump style, Labour Publishing House Dao Cong Binh, 2007, Brand Property Administration, Youth Publishing House Vietnam Textile and Apparel Association, 2008, Textile and garment export in US, VITAS CSCb Jame R Gregory, 2007, Building strong and successful brand JakyTai, 2010, Giving name for brand, Youth Publishing House Nguyen Dinh Nhon, 2007, Brand building strategy of the world leading groups, Thanh Niem Publishing House Nguyen Van Dung, 2009, Building strong brand, Transport Publishing House 10 Vu Chi Loc, 2004, Some solutions for building brand for Vietnam export articles in the background of international integration economy, Subject of science technology of Ministry of Commerce, code 2003-78-025 11 Vietnam brand, 2003, Youth Publishing House 12 Richard Moore, 2004, Brand for leadership, Youth Publishing House 13 Management research and training Institute, 2003, Building and managing brand, Labour and Social Publishing House 14 Jame R Gregory, 2007, Building strong and successful brand, Thanh Niem Publishing House WEBSITES: Department of Commercial Promotion, Ministry of Commerce: http://www.vietrade.gov.vn Garment 10 Corporation: http://www.garco10.com/ Unilever Consumables: http://unilever.com Nokia Mobile Phone: http://nokia.com Vietnam Textile and Apparel Association: http://www.vietnamtextile.org.vn/ Vietnam National Textile and Garment http://www.vinatex.com/WebPage/News Viet Tien Garment Joint Stock Corporation: http://www.viettien.com.vn/ Websites for searching information: http://www.google.com/ Group: APPENDIX FORM 1: SURVEY QUESTIONNAIRE “EVALUATING CURRENT SITUATION OF BRAND ADMINISTRATION OF VINATEX” Dear all, Brand is “a special (tangible and intangible) signal to identify a product or a service produced or supplied by an individual or an organization” This question questionnaire is included in the research subject prepared by the author for the purpose of understanding factors affecting the brand administration in the competitive environment You are kindly requested to devote your little valuable time to fill information in the following anonymous questionnaire Thank you so much for helping me to complete this research General information Your workplace: ………………………………………………… Current workplace (department/division): …………………………………………… Working years: …………years Current work: Position (if any): Staff □ Leadership □ Others:……… Leadership of Department/Division □ Sex: Male □ Female □ Age: 20-30 □ 30-40 □ 40-50 □ > 50 □ Please mark in appropriate box Table 1: Survey development orientation of Vietnam textile and garment articles Notes: Respondents in total are 10, including: - Leaders, managers of the Company - Experts and senior staff Stron T No Item Agree Stron gly Agree d or Disag gly agree d disag reed disag d reed Total reed Currently, textile and garment industry raised to become a big economic sector of the country and has made active 10 2 1 10 2 10 1 10 1 10 contributions to the international economic integration Currently, textile and garment industry of Vietnam raised to become a big economic sector of the country and is the fifth textile and garment exporting country in the world Textile and garment enterprises have built close relation with many importers Most of export textile and garment articles are processed and model design has not been developed Product value of textile industry increased slowly than the same of garment industry Table 2: Survey current situation of brand management of Vietnam enterprises Notes: Respondents in total are 12, including: - Leaders, managers of the Company - Industry experts Stron T Item No Agree Stron gly Agree d or Disag gly agree d disag reed disag d reed Total reed The brand is paid attention and much discussed by many 12 1 12 3 12 2 12 2 12 enterprises Brand is a survival factor for enterprises, especially in the condition of in-deep and wide international and regional economic integration Building brand of Vietnam enterprises has been spontaneous Building brand in Vietnam has not been professional Brand administration has not been paid much attention Brand services of Vietnam has not been professional with low 12 12 3 12 quality Cost for building brand is high Quantity of textile and garment articles registered for brand is getting higher Table 3: Survey current situation of brand administration of Vinatex Notes: Respondents in total are 10, including: - Survey experts - Leaders, managers of the Company Stron T Item No Agree gly Agree d or Disag gly agree d disag reed disag d Building brand of Vinatex has been spontaneous Stron reed Total reed 1 10 10 2 2 10 2 10 1 10 Building brand of Vinatex has not been methodical and professional Brand administration has not been paid much attention Vinatex selects box-shaped strategy Building brand strategy of Vinatex has not been perfect Cost for building brand is limitary 2 10 1 10 2 10 2 10 Garment articles of Vinatex registered on the international market are very low Vinatex does not have division in charge of brand and welltrained person of brand Vinatex has not believed in using many outsourcing services of brand advertising building companies FORM 2: INTERVIEW Qualitative questionnaire of brand administration of Vinatex (Requirement: - 15 people in the leadership of the Company or other companies or researchers of business strategy) I PERSONAL DETAILS OF INTERVIEWEE a Age: 20-29; 30-39; 40-49; over 50:……………………………………………… b Sex: Male/Female:…………………………………………………………….… c Level: …………………………………………………….…………………… d Position:………………………… ………………………………………… e Working years:……………………… ………………………………………… II CONTENTS OF INTERVIEW QUESTIONS Notes: - Experts, leaders of the Company No Content of question What is textile and garment business prospect in the coming time? In the integration process, foreign enterprises shall penetrate into the industry, how does this affect textile and garment industry of Vietnam? How is your evaluation on competitiveness in textile and garment industry? How is investment in textile and garment industry of the State in the next years? How legal assistance of the Government in what enterprises are imitated their brand in the international market? Summary How is your evaluation on brand and brand administration of Vietnam enterprises in general and textile and garment enterprises in particular? What are vision, missions, objectives and development orientation of Vinatex? How is current situation of building brand of Vinatex? How is investment policy for brand of Vinatex? How is general evaluation on current situation of brand 10 administration of Vinatex? What are your contributive ideas to overcome current situation 11 of brand administration for Vinatex? Notes: - Leaders, managers of the Company Topic Giving out consideration to development orientation of textile and Contents of question Please let me know: Your evaluation on business development of textile and garment industry of Vietnam? Your evaluation on orientation, prospect of the industry in the coming time? garment industry of Vietnam Giving out consideration to brand administration of textile and Please let me know: At present, how consumers feel of brand? Have Vietnamese people paid attention to brand? How is from transmission to action of brand? Summary garment industry of Vietnam Please let me know: Your evaluation on management of brand administration of Vinatex? Has brand of Vinatex been affirmed? Why brand managers take name of Vinatex? Why not brand managers take a name in a world big Giving out consideration to brand fashion name such as D&G or Fashion… Is Vinatex a big brand in the local and international market? administration Which parts in the world are Vinatex products present? of Vinatex How many percent of local market Vinatex occupy? Annually, how many percent does Vinatex invest in brand administration? What did Vinatex learnt in brand administration from some big world brands? 10 Should Vinatex have a new brand or expand its existing one? III Evaluation on brand administration of Vinatex: No Criteria Name Contents - Name is easy to misunderstand - Does not bear characters of textile and garment industry - Created reputation in the international Vinatex brand market - Vinatex leads in textile and garment industry of Vietnam - Being much paid attention by Vinatex Investment in brand - Has not had a long-term development strategy Revenue and quantity of products Awareness of brand Human resource of brand administration - Textile and garment articles of Vietnam stays at 10th in the world - Not moderate - Not enough both quality and quantity ... are registered Before this fact, many experts of brand design realized that nice brand names have been registered Hence, brand should be consulted and reviewed carefully before being selected,... not severely treated so textile and garment enterprises get recovered if they build brand themselves, their business strategy shall be not released But although an enterprise hire services brand... commitment) Brand name: Vietnamese is selected by many enterprises Textile and garment Enterprises usually select brand name in their names For example, Thanh Cong Garment has brand name of “Thanh