| Abstract | Cement industry is very much dependent on real estate. For decades of ineffective forecast and balance the demand and supply, total capacity of supply in Vietnam is 15% over. Meanwhile, the strongly negative impacts of financial crisis and FDI attraction have led the real estate segment to the larger downturn. The available supply capability has created the devaluation of cement products via pricing competition. Moreover, the credit tightening from bankers have consequently brought the even more difficulty the liquidation for cement producers those who have been borrowed money for investment.
Holcim Vietnam, a member of Holcim Group, is one of the leading cement, concrete company in Vietnam and we understand that the challenges are always creating opportunities. By deeply understand the customer needs and develop the people capability to handle new challenges, requirements from markets, will help us overcome the challenges and capture the opportunities. Besides, we explore the new markets, new customers to penetrate in order to generate revenue and create the differentiation from competitors. Supporting to these directions is to focus on innovation to make a customer-oriented products as well as proving the professional services to gradually get out of the pricing war that has been starting so far.
Small concrete pre-cast is one of the new potential segments. Investigating how much potential of this segment via market size, market trends, and what are the perspectives of these small concrete pre-cast producers, will help researcher develop the frameworks of strategy to approach this segment.
Through data of the survey, the facts have shown that these producers are using quite obsolete equipment and technologies. They are using cement packed in 50 kg to do concrete manually then feeded in the mould to shape the product according to requirements. They have realized the trend that end users' demands are higher, especially, more quality, more homogeneous, and nicer products, but they are anxiously about people capability on handling challenges of creating these product, operate the technology. The study outcome might be helpful as fundamentals to support the company in building a suitable marketing strategy to exploit this new segment. |