3:26:42 PM | 7/8/2005
In the early 1990s, BlueScope Lysaght, an arm of BlueScope Steel Limited, officially set foot in Vietnam by developing two projects to build roll forming facilities in Bien Hoa 2 and Ha Tay industrial parks. The move was in response to the call for foreign investment by the Vietnamese Government. BlueScope, previously known as BHP Steel, has its headquarters in Australia and a 90-year history in steel production.
The decision of BlueScope Lysaght to invest in Vietnam was made at a time when the concept of prefabricated steel buildings was unfamiliar to many Vietnamese businesses, which were more accustomed to factories built with traditional materials. “It was a simple decision” says Valit Jiyavorananda, president of BlueScope Lysaght Vietnam, “because after our studies and surveys, BlueScope Lysaght anticipated a promising market in Vietnam”.
This statement illustrates the determination of BlueScope Lysaght, as from the start, it set up two factories to produce structural members, roofing sheets and accessories for industrial buildings. BlueScope Lysaght has developed into a key producer and supplier of pre-engineered steel buildings with the Lysaght MegaSpan trademark. This trademark has been widely associated by customers with quality, credibility, efficiency and reliability. BlueScope Lysaght has become an indispensable factor for investors who are seeking reliable and state- of – the- art building solutions.
Challenges go side by side with opportunities. Inevitably, BlueScope Lysaght faced many challenges after its products, because of their success, were illegally copied. What’s more, despite growth, the local market was unstable as purchasing power and ability to meet payment agreements were not as high as expected. In addition, as more players entered the game, competition exerted mounting pressure.
However, BlueScope Lysaght Vietnam’s management took the view that an investor must not shrink from competition because it is competition that spurs growth. When many suppliers are available, customers will be provided with opportunities to compare the quality of products and services, and the credibility of a trademark. As a result, BlueScope Lysaght has had more chances to assert itself in the market. The biggest challenge for BlueScope Lysaght, Valid says, is how to change the mindset that Lysaght products are of high quality but are also relatively high-priced. “That’s our most troublesome obstacle. Many customers can’t tell the difference between costs and prices”.
BlueScope Lysaght spares lots of effort to analyze the value of products so customers can understand that the best solution is one that is most cost-effective and meets requirements rather than one that is the cheapest. At the same time, BlueScope Lysaght has decided to expand its product range. As well as premium products, it also produces lower-cost alternatives of acceptable quality. With a wide range of products, BlueScope Lysaght has been able to meet the meticulous requirements of customers, be they multinationals, State-owned enterprises, private businesses, small contractor or individuals building villas or houses.
This effort has paid off as customers have come to look to BlueScope Lysaght as a reliable supplier. Products with high and consistent quality that meet required specifications, and punctual deliveries, with no extra costs, are the reasons that customers choose a product with the BlueScope Lysaght trademark. “Satisfying customers’ needs by providing them with creative solutions is our path to success” Valid says. “Our quality policy is consistent worldwide”.
Challenges are also the motive for BlueScope Lysaght to improve itself in the eyes of customers. For this it has the credibility of a 90-year corporate history of technology, a good safety record, modern equipment and international standards in designing, fabrication and installation. This is supplemented by creative solutions adapted to the Vietnamese market. The company’s business philosophy is based on a tripod of “safety- creativity – efficiency” which highlights the safety and interests of its customers, staff and the community. In this regard, BlueScope Lysaght has created a human resources strategy and gained ISO 9001 Quality Management accreditation as well as ISO 14001, the Environmental Management system. “We are fully aware that human resources, quality management and care for environment are the main driving forces for sustainable development and market expansion, the goals we have strived for” Valid says.
Talking about the future of the local steel market and the market for pre-engineered steel buildings in Vietnam, Valid says that in the future the products quality of producers would be equal. Therefore, what will play the decisive role is how to provide better technological and innovative solutions construction measures and reduced delivery time. One advantage is that BlueScope Steel has completed the acquisition of Butler, a world-leading producer of pre-engineered steel building; another is that BlueScope Lysaght has invested in MBS software and continued exploring other competent software, which enables automatic calculation and design of industrial buildings in accordance with MBMA96 and AISC89 standards. The new software will fully automate the process in place of hand-made calculations, helping BlueScope Lysaght engineers and experts find the optimal structures and solutions in dynamic and time saving ways.
In addition, the software will automate the detailing of shop drawing of main steel structures and other structures such as tie beams, roofs, walling panels, and decoration details, allowing better suitability and saving time. This will accelerate work progress, improve quality and reduce costs for customers. “Our ultimate goal is to become the leading provider of pre-engineered buildings in Vietnam” Valid says. “We strongly believe that our customers will be more successful with high quality buildings”.
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