Y+3 aae group 2013 2015 duy

Best Quality Best Safety Fast Execution Company Growth1/32

1. Core Business / Market
Area
2. 2012 Background Analysis
3. SWOT Analysis
4. Market Trend
5. Mission
6. Strategy Setting
7. Big Y Target
8. 2013 Target Setting
9. Organization
CONTENT

1. Core Business / Market Area
Offshore, Marine & Industrial
HVAC & Architecture Solution
- Engineering/Procurement
- Construction/Commissioning
- Upgrade & Renovation
- Service & Maintenance Contract
Supply HVAC Equipment
- Damper/ Fire Damper
- Air Terminal/ Louver/ VAV Diffuser
- Brand : RUSKIN, TITUS

2. 2012 Background Analysis (Cost Analysis 2012)
2,909,778
1,900,920
1,008,858
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
AAE Quoted Price
(USD)
Vector Quoted Price
(USD)
Biding
Margin
(USD)
Sales Cost Analysis 2012
Proposal : 11
Awarded : 0
Lose : 3
Bidding : 8
Remark: This data based on Sales Department

2. 2012 Background Analysis (Cost Analysis 2012)
Remark: This data based on Sales Department
2,909,778
1,900,920
1,008,858
98,084 70,010 28,074
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
AAE Quoted Price
(USD)
Lose Cost Price (USD)
AAE Quoted
Price (USD)
Vector Quoted
Price (USD)
Bidding Margin
(USD)

3. SWOT Analysis
Strength
- UL certify
- Well know product
- Advance technology. For example VAV thermal
diffuser
- Good relative and follow up customer
Opportunities
- Many projects are applying LEED certificate. That
is GREEN BUILDING trend
- Investment of big retail group at Vietnam such as
Tokyu group, Aeon group, etc. So they will build
complex trade center
- Investment of big retail group at Vietnam such as
Tokyu group, Aeon group, etc. So they will build
complex trade center
- .
Weakness
- Knowledge about product is limit
- Too many catalogues and many contents so that
do not how to focus main point
- When receiving spec from customer, do not know
spec is full or not
- Not enough time to read all spec from customer
Threats
- Sharp of competition from competitors
- How to change customer’s mind
- Too many competitors from oversea and local such
as Asli (Malysia), Richkard (South
Africa), Acutherm, Reetech (Vietnam), Cat Van Loi
(Vietnam), Huy Phat (Viet nam), Quoc Long
(Vietnam), Kỷ Nguyên (Vietnam), Thái Đức Lâm
(Vietnam)

4. Market Trend – Customer List
Remark
:
No. Customer Project name Scope Revision
Estimated
VND USD
1 REE Vietcombank OB 923.013.000 43.953
2 REE Vietcombank OB 10.119.060.000 481.860
3 HBE Crystal in Dist 7 CTC 3.595.641.000 171.221
4 REE Vietcombank OB 11.042.073.000 525.813
5 COTECCON
VIVO (Saigon South Commercial Complex Department Retail Mall
Phase 1)
CTC 8.763.258.000 417.298
6 SHINRYO
Phase 1)
CTC 1.033.893.000 49.233
7 REE
Phase 1)
CTC 6.905.178.000 328.818
8 REE AEON MALL CITY at Hanoi CTC 7.772.898.000 370.138
9 REE AEON MALL CITY at Hanoi CTC 5.893.671.000 280.651
10 HBE CELADON SPORT CENTER CTC 1.434.363.000 68.303
11 REE HANOI AIRPORT TERMINAL 1 OT 1.562.526.000 74.406
12 COMIN ASIA ARISTON FACTORY BAC NINH F 157.857.000 7.517
13 LANGDONG SEAH ROYAL CITY CTC 1.797.873.000 85.613
14 SHINRYO SAIGON CENTER PHASE 2 CTC 6.421.779.000 305.799
15 NA Tokyu Binh Duong Garden City OB 6.000.000.000 285.714
16 NA Sunbay Can Gio CTC 5.400.000.000 257.143
17 NA Viettel Ho Chi Minh headquarter and business center OB 4.800.000.000 228.571
18 NA Majectic Expansion Project H 6.000.000.000 285.714
19 NA The One project OB 4.500.006.000 214.286
Total 94.123.089.000,0 4.482.051,9
OB: Office
Building
CTC: Complex Trade Center
F: Factory
H: Five Star Hotel

4. Market Trend – Customer List
Project Schedule
OB: Office
Building
F: Factory
H: Five Star Hotel

4. Market Trend
Actual 2012 2013 2014 2015
OT 74,406.0 74,406.0 85,566.9 95,834.9
OB 1,051,626.0 1,780,197.7 2,047,227.4 2,292,894.7
H 0.0 285,714.3 328,571.4 368,000.0
F 7,517.0 7,517.0 8,644.5 9,681.9
CTC 2,077,074.0 2,334,216.9 2,684,349.4 3,006,471.3
Project 0 2013 2014 2015
TOTAL 3,210,623.0 4,482,051.9 5,154,359.6 5,772,882.8
TOTAL, 3,210,623.0
TOTAL, 4,482,051.9
TOTAL, 5,154,359.6
TOTAL, 5,772,882.8
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
BiddingAmount(USD)
Bidding Cost Analysis 2012-2015 (USD)

4. Market Trend – Customer Identification
Owner

Design & Consultant

M&E

CONTRACTOR

4. Customer’s Map– Location

6. Strategy Setting
Focus on Technical
Attend Architecture Association
Getting information from Bidding Newspaper
Buying information from BCI website (construction
website)
Quick Reponses
High Capability
Price Competition
Good Quality
Good Management
Biz Strategy

7. Big Y Target
Sales Innovation
New Customer Attract Strategy
1. Exceeding the target of week (vượt chỉ tiêu hạn mức đề
ra mỗi tuần)
-Sending at least 50 mails of sales letters
-Calling at least 50 phone calls to introducing
about product
-Visiting at least 20 customers
Sales Solution
634,617.00
253,846.80 268,434.94 300,647.13
0.00
0.00
164,285.71
184,000.00
728,571.71
291,428.69
511,806.84
573,223.66
1,363,188.71
545,275.49
991,633.22
1,110,629.21
0.00
200,000.00
400,000.00
600,000.00
800,000.00
1,000,000.00
1,200,000.00
1,400,000.00
1,600,000.00
2013 Percentage
of 2013
2014 2015
Estimated Sales Target (USD)
CTC F H OB OT Sale Target
2. Increasing the perception of customer about product
(gia tăng sự nhận thức của khách hàng về sản phẩm)
-Attending association of architecture
-Joining exhibition and seminar where customer is
present
-Attending events such as Vietbuild, HVAC
forum, HVAC exhibition
--Buying information from BCI website
-Attending all events is organized by VCCI
(Vietnam Chamber of Commerce and Industrial
3. Collect introduction of new customer (thu thập lời giới
thiệu từ các khách hàng mới)

7. Big Y Target
Sales Innovation
Strategy and Method for existing customer
1.Frequency keep in touch (Giữ liên lạc thường xuyên)
-Try to contact to customer and transfer hot news
-Transfer information to customer by sending
monthly newsletter such as update new
technology, new trend etc..
-Invite customer to attending seminar or workshop
- Invite at least 3 customers including new
customer go out and have lunch . Because new
customer will listen and learn experience from old
customer
Sales Solution
634,617.00
253,846.80 268,434.94 300,647.13
0.00
0.00
164,285.71
184,000.00
728,571.71
291,428.69
511,806.84
573,223.66
1,363,188.71
545,275.49
991,633.22
1,110,629.21
0.00
200,000.00
400,000.00
600,000.00
800,000.00
1,000,000.00
1,200,000.00
1,400,000.00
1,600,000.00
2013 Percentage
of 2013
2014 2015
Estimated Sales Target (USD)
CTC F H OB OT Sale Target
2. Collect information from existing customer
-What are they willing?
-What are they complain ?

7. 2013 Target Setting
Main Target
• Project Plan : 5 Projects
-CTC: 2
- OB: 3
Sub Target
• Organization Improvement
 More People in Team
- Sale Engineer: 1 + Skilled Up
- Sale Support: 1
•Improvement
 Calculation Program Skill Up
 Quotation Improvement
 Good support from Vector Thai
All data
before
VAT
8.39%
Market Share
OB: Office Building
F: Factory
H: Five Star
Hotel
Bidding
Cost
Target
2013
Percentage
of Target
2013
Profit
Target
OT 74,406.0 0.00 0.00 0.00
OB 1,780,197. 728,571.71 291,428.69 99,428.57
H 285,714.3 0.00 0.00 0.00
F 7,517.0 0.00 0.00 0.00
CTC 2,334,216. 634,617.00 253,846.80 57,170.80
TOTAL 4,482,051. 1,363,188. 545,275.49 156,599.37
TOTAL, 4,482,0
51.9
TOTAL, 1,363,188
.71
TOTAL, 545,275.
49 TOTAL, 156,599.
37
0.0
500,000.0
1,000,000.0
1,500,000.0
2,000,000.0
2,500,000.0
3,000,000.0
3,500,000.0
4,000,000.0
4,500,000.0
5,000,000.0
AmountSales(USD)
Main Target in 2013

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