Y+3 aae group 2013 2015 duy

Best Quality Best Safety Fast Execution Company Growth1/32

Y+3 Innovation Plan 2013-2015ASIA AIR ENGINEERING VIETNAM Co., LTD

HVAC & Architect Solution Oil & Gas Industrial

www.aae-eng.com


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

There is nothing we can’t do

We are AAE teamCONTENT


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

VIETNAM MARKET


2. 2012 Background Analysis (Cost Analysis 2012)

AAE Quoted Price(USD)

Vector Quoted Price(USD)

BidingMargin(USD)

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

2,909,778

1,900,920

1,008,858

Sales Cost Analysis 2012 Proposal : 11Awarded : 0Lose : 3Bidding : 8

Remark: This data based on Sales Department


2. 2012 Background Analysis (Cost Analysis 2012)

Remark: This data based on Sales Department

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

2,909,778

1,900,920

1,008,858

98,084 70,010 28,074

AAE Quoted Price(USD)Lose Cost Price (USD)

AAE Quoted Price (USD)

Vector Quoted Price (USD)

Bidding Margin (USD)


3. SWOT Analysis

S

O

W

T

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 RevisionEstimated

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 COTECCONVIVO (Saigon South Commercial Complex Department Retail Mall Phase 1)

CTC 8.763.258.000 417.298

6 SHINRYOVIVO (Saigon South Commercial Complex Department Retail Mall Phase 1)

CTC 1.033.893.000 49.233

7 REEVIVO (Saigon South Commercial Complex Department Retail Mall 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 BuildingCTC: Complex Trade Center

F: Factory

H: Five Star Hotel


4. Market Trend – Customer List

Project Schedule

OB: Office BuildingCTC: Complex Trade Center

F: Factory

H: Five Star Hotel


4. Market Trend

Actual 2012 2013 2014 2015 Actual 2012 2013 2014 2015

Project 0 2013 2014 2015

CTC 2077074 2334216.85714285 2684349.38571429 3006471.312

F 7517 7517 8644.54999999999 9681.89599999997

H 0 285714.285714286 328571.428571429 368000

OB 1051626 1780197.71428571 2047227.37142857 2292894.656

OT 74406 74406 85566.9 95834.928

TOTAL 3,210,623.0 4,482,051.9 5,154,359.6 5,772,882.8

500000

1500000

2500000

3500000

4500000

5500000

6500000

TOTAL; 3,210,623.0

TOTAL; 4,482,051.9TOTAL; 5,154,359.6

TOTAL; 5,772,882.8

Bidding Cost Analysis 2012-2015 (USD)

Bidd

ing A

mou

nt (U

SD)


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 Strategy1. 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

2013

Perce

ntag

e of

201

320

1420

150.00

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

634,617.00

253,846.80 268,434.94 300,647.13

0.00

0.00164,285.71 184,000.00

728,571.71

291,428.69

511,806.84573,223.66

1,363,188.71

545,275.49

991,633.221,110,629.21

Estimated Sales Target (USD)

CTC F HOB 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

Industrial3. 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

customer1.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

2013

Perce

ntag

e of

201

320

1420

150.00

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

634,617.00

253,846.80 268,434.94 300,647.13

0.00

0.00164,285.71 184,000.00

728,571.71

291,428.69

511,806.84573,223.66

1,363,188.71

545,275.49

991,633.221,110,629.21

Estimated Sales Target (USD)

CTC F HOB 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

CTC: Complex Trade Center

F: Factory

H: Five Star Hotel

Bidding Cost

Target2013

Per-centage of Tar-

get 2013

Profit Target

Bidding Cost

Target2013

Per-centage of Tar-

get 2013

Profit Target

CTC

2334216.857142

86

634617 253846.8

57170.8

F 7517 0 0 0

H 285714.2857142

86

0 0 0

OB

1780197.714285

71

728571.7142857

14

291428.6857142

86

99428.57142857

15

OT

74406 0 0 0

TOTAL

4,482,051.86

1,363,188.71

545,275.49

156,599.37

250,000.0

1,250,000.0

2,250,000.0

3,250,000.0

4,250,000.0

TOTAL; 4,482,051.86

TOTAL; 1,363,188.71

TOTAL; 545,275.49TOTAL; 156,599.37

Main Target in 2013

Am

ount Sale

s (U

SD

)

Y+3 aae group 2013 2015 duy

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