Haw Par Value Chain & Financial Ratios Analysis Essay

1. PART ONE 1.1 Introduction Haw Par Corporation Limited is a multinational corporation engaged in healthcare, leisure businesses securities and real estate investment, among which we will mainly focus on Haw Par’s traditional business sector-the healthcare segment, which includes 9 subsidiaries (Annual report, 2010). Based on revenues generated and locations of manufacturing facilities, two prominent geographical markets, Asia and America, are selected for discussion. We will look into the competitive environment of the corporation, and the generic strategies adopted to survive in the environment. Then we will investigate operations within Haw Par by analyzing its value chain activities, and propose improvements to enhance its competitive advantages. Lastly, we will identify the top risks imposed to the corporation. 1.2 Competitive Environment – Michael Porter’s Five-Forces Model 1.2.1 Threat of New Entrants Initial capital requirement of entering the healthcare industry is high, including investment in property, plant, equipment and research and development. Moreover, compliance burden with various regulations is heavy, as illustrated by the warning letter received by Haw Par from the Food and Drug Administration (FDA) in the US. Besides, its scale of business, well-establish brand and distribution network are difficult to imitate. Thus, the threat of new entrant is low. 1.2.2 Threat of Substitute Currently, Haw Par’s healthcare products mainly consist of traditional herbal medicines and newly developed chemical products. The substitutes of herbal medicines are mostly western chemical medicines. We can see that Haw Par is actively responding to the challenge of chemical medicines. However, the existing pharmaceutical companies are very strong, and their products are more competitive on the whole. Therefore, the threat of substitutes is medium. 1.2.3 Bargaining Power of Buyers The products of healthcare division are mainly traditional Chinese medicine oil and its related products, as well as muscle rub, spray and gel (Hoover’s, 2011). As the products are generally medications for daily use, the majority of buyers are individual consumers. Hence, the buyers’ bargaining power is weak. However, if the buyers’ group is large, for example, wholesalers or retailers, the bargaining power of buyer could be moderate or high (ME Porter, 2000). 1.2.4 Bargaining Power of Suppliers Due to Haw Par’s broad product lines, it would have contracted with vast suppliers for the procurement of various crude materials. The main ingredients are common Chinese medicines (Alternative Health Supplies, 2005). The company may choose from a wide range of suppliers. In general, bargaining power of suppliers is low. 1.2.5 Industry Competitors Haw Par has distinguished itself from small and medium size medicine oil businesses by its branding and broad market distribution, yet it is still involved in intense competition with business of comparable market share, for example, Biosensors International and Sun Pharmaceutical Industries Limited which is a main competitor both in Asian and American market. In 2010, Sun Pharmaceutical’s deal with Taro Pharmaceutical Industries boosted Sun’s dermatology and topical products in U.S which might deeply affect Haw Par’s extension market. Generally rivalry among existing firms is high (Hoover’s, 2011). 1.3 Competitive Strategies – Michael Porter’s Three Generic Strategies The general global economic climate took a favorable turn in 09-10, boosting the consumer confidence. On the other hand, the competitive environment of the business is challenged by the intense competition and rising costs (PM Danzon, 2000). To enhance the performance of the business, Haw Par had responded â€Å"by introducing more products that will appeal to a larger group of consumers and by conducting more intensive marketing† (Wee Cho Yaw, 2010). The generic strategy adopted by the business is focus differentiation. The business focused on selective markets and products to raise entry barrier. For example, Haw Par launch a new product in 2011—Tiger Balm Active Muscle Rub which focused on a certain buyer segment—sporting enthusiasts. It also endeavored to distinguish itself by branding as well as adding uniqueness and value to products. One such example comes from Tiger Balm Medicated Plaster, a product with combined functions of energizing body and relieving pains. To do branding, Haw Par increased popularity by sponsoring public events such as marathons in Singapore, and advertising in national magazines in America (Haw Par, 2010). Besides, it also undertook social responsibility by contributing to charities, such as organizing the fundraising event â€Å"The Tiger Balm Record Roar† which supported the Society for the Physically Disabled (Haw Par, 2010). This focus differentiation strategy helped lower the degree of substitutability of other companies’ products and reduce the level of competition. 1.4 Top Three Business Risks The top risk was the intense competition from existing companies, as this would directly affect the percentage of market share owned by Haw Par, and hence its profitability. The second risk was the rising cost of raw materials, which was also an industry-wide problem that might limit a company’s development. Another risk was the failure of compliance with regulations, which had only emerged in the US market, but certainly reflected defects in Haw Par’s internal control. 1.4.1 Intense Competition from Existing Companies Haw Par Corp Ltd faced strong competition from a number of multinational corporations. According to the Competitive Landscape Singapore, in 2011, Haw Par ranks the third in the healthcare sector for market capitalization. The companies listed in Appendix 1 are the major competitors of Haw Par Healthcare Limited in Singapore. Besides, although Haw Par’s healthcare products were distributed to 150 countries via 70 distributors, it still faced high risk from competitors which could render its market share shrink in the health-care area (Haw Par, 2010). To mitigate this risk, Haw Par managed to boost its market shares through improvement of Tiger Balm brand by advertising, sales promotions and the extension of manufacturing line. Another strategy adopted was to diversify product line to broaden customer choices so that consumers would be more likely to choose Haw Par’s product and hence this risk would be minimized. 1.4.2 Increase in Costs of Raw Materials Due to upwards general inflationary pressure, unit price of herbal materials for traditional Chinese medicine was expected to rise. Haw Par also expressed serious concerns in its annual report on rising costs of raw materials and operating activities that would erode its profitability in healthcare sector. This would be one of the reasons why gross profit slipped 3.52% while net profit raised 88.50% in 2010, compared with 2009. To neutralize the negative impact, Haw Par put emphasis on expanding its product portfolio to cater for more customers (The edge, 2011). 1.4.3 Failure to Comply with Regulations and Provisions When Haw Par was expanding its market in foreign countries, it faced challenges in conforming to the different regulations and standards. For example, an inspection on Haw Par’s manufacturing facilities by FDA, discovered â€Å"significant violations of Current Good Manufacturing Practice regulations for finished pharmaceuticals† (FDA, 2010). Failure of conforming to regulations would pose a potential threat of being banned in specific markets, which would negatively affect revenue, brand image and social acceptance. To mitigate this risk, Haw Par shall immediately review the unqualified production and procurement practice while proposing appropriate remedies. Furthermore, Haw Par shall also seek opportunity to make appeal to the public so as to restore and conserve its corporate image. 1.5 Value Chain Activities – Primary Activities 1.5.1 Inbound Logistics For Haw Par’s health-care segment, inbound logistics contains management of raw materials, inventory control, warehousing and even returns to suppliers. Efficient inventory management system is an essential factor in boosting profits for Haw Par, by enhancing efficiency and thus reducing expenses. 1.5.2 Operations In the operating process, value is created through transforming the raw materials into final products. Unfortunately, Haw Par Healthcare was warned by FDA about mislabelled products and inadequacies (FDA, 2010). In this case, Haw Par failed to show itself â€Å"to be capable to detecting potential impurities†. Therefore Haw Par Healthcare should improve its testing and packaging operations, so as to maintain its product quality to secure current market position (CBS Interactive, 2010). 1.5.3 Outbound Logistics Though possessing a worldwide distributing network covering 70 countries, Haw Par continued expanding its markets. Nevertheless, Haw Par’s healthcare manufacturing facilities were centralized in its major markets, so as to reduce the costs and improve the overall efficiency. 1.5.4 Marketing and Sales Haw Par focused on marketing activities to boost sales and build brand image, as discussed in competitive strategies. According to the General Manager Ah Kuan Han, Haw Par would intensify substantial advertising activities to enlarge consumer bases (The Business Times, April 1st 2010). According to the horizontal analysis of income statement, the sales and marketing expense increased by 6.00% in 2010. Furthermore, with the already widespread fame, Haw Par was striving to expend its market in UK, America, Caribbean and other parts of world through its comprehensive marketing and sales strategies (The Business Times, 2009). 1.5.5 Service Haw Par has built the Tiger Balm website to facilitate serving its customers. The website provides a wide range of information about its products. Haw Par also provides experience sharing service on its website, through which past users can share their experience with others. 1.6 Value Chain Activities – Support Activities 1.6.1 General Administration A strong and effective board of directors would bring Haw Par to success, by supporting the whole Haw Par Corporation through the activities including planning, general management, risk management, and so on. Good management and information systems would increase operating efficiencies as well as improving the company’s image. 1.6.2 Human Resource Management Haw Par has been recruiting a large pool of staffs. More significantly, Haw Par emphasized on maintaining high quality employees, as evidenced in its advertisement of hiring o-level and above diploma holders as laboratory technicians. (Jobstreet.com, 2011) 1.6.3 Technology Development Haw Par has been actively engaged in technology development, indicated by its â€Å"launching of line extensions on a slate of new products that would address lifestyle needs of modern consumers† (Haw Paw, 2010), which would secure Haw Par’s long term competitiveness in the market. Yet Haw Par shall continue its efforts in innovation to further strengthen market power and improve efficiency. 1.6.4 Procurement As the ingredients of Haw Par’s product are mainly traditional herbs supplied from China, India and Malaysia, the cost of materials from these suppliers is relatively low. However, the procurement activity still needs to be further improved. As mentioned above, Haw Par received a warning letter from FDA which identified a problem of unqualified suppliers. Thus, apart from outsourcing cheaper raw material from suppliers, Haw Par should keep monitoring its suppliers regularly to ensure reliability. 2.2 Financial Ratios Analysis The following sessions will assess the profitability, liquidity (including operating efficiency) and solvency of Haw Par in 2009 and 2010, and account for any substantial fluctuation emerged, through analyzing relevant financial ratios respectively. One of Haw Par’s major competitors – Sun pharmaceutical industries Ltd. is also referred to for comparison. 2.2.1 Profitability Analysis Ratios adopted here include net profit margin, gross profit margin, return on assets, return on equity and earnings per share. The net profit margin of Haw Par nearly doubled from 46.10% to 86.90%. Such a rise is aligned with the increase in sales revenue from $124m to $130m, mainly due to the recovering global economy. As the International Monetary Fund (IMF) stated, the world real GDP growth is 1.4% and 2.5% for 2009 and 2010 respectively, while for Asian countries the growth was estimated to be 5.5% and 7.0% (Michael Mussa, 2009). As an Asian company, Haw Par has benefited greatly from the economic recovery. However, the gross profit margin displays a slight decrease from 58.25% to 56.20%. This can be partially attributed to rising material costs and operating expenses. Haw Par reported a 7.51% increase in costs of sales while Sun Pharmaceutical reported a 28.3% rise in the costs of sales. Consistent with the trend shown in profit margins, the return on assets, return on equity and earnings per share ratios are also nearly doubled, owing to a better economic environment. Though the total assets and owners’ equity increased due to the market expansion in America, the increase is insufficient to offset the effect of a strong rebound in net income. In short, ratios concerning the profitability manifest a rising trend, and thus we conclude that Haw Par’s profitability has improved from 2009 to 2010 by tapping the opportunity of the warming global economic climate. It also outperformed its competitor, Sun Pharmaceutical, which reported an 8.62% fall in income from operation in 2009-2010(Sun Pharmaceutical, 2010). 2.2.2 Liquidity and Efficiency Analysis Ratios adopted here comprise of current ratio, quick ratio, assets and fixed asset turnover, inventory and receivable turnover, average days in inventory, and average days of receivables. Quick ratio and current ratio are used to assess group’s ability to pay the current liabilities due within one year. The current ratio of Haw Par dropped from 12.57 to 12.09 because of the fair value losses in its investment in United Overseas Bank Limited and disposal of available-for-sale financial assets (Haw Par, 2010). However, the quick ratio, a more stringent measure on liquidity, indicated a rise from 2.70 to 3.31. The contradictory result is actually justifiable on the basis of the very reasons just mentioned. Due to an increase in cash and net accounts receivable, the quick ratio increased, it can be concluded that Haw Par demonstrated a greater capability in meeting its short term bond obligations. The assets turnover and fixed assets turnover ratios assess the group’s ability to generate revenue for each dollar invested in assets and fixed assets respectively. Haw Par’s assets turnover experienced a slight drop from 0.07 to 0.06, while its fixed assets turnover increased from 2.73 to 2.91. Possible explanation would be the group’s heavier investment in subsidiaries and inventories, which increased the total assets, resulting in lower asset turnover ratio. Since the fluctuations on both indicators are insignificant, it is unconvincing to say that Haw Par’s management efficiency improved. The inventory turnover ratio and average days in inventory assess how fast the company is selling its inventories. From 2009 to 2010, the inventory turnover declined from 8.19 to 7.41 and average days in inventory lengthened from 44.59 to 49.29. This is attributed to a 52.30% increase in inventory. These two indicated that Haw Par’s inventory management became less efficient. However, Haw Par might have accumulated inventory purposely to counteract the negative impact of rising raw material costs. The receivable turnover and average days of receivables both indicated the improved efficiency in collecting receivables. While the receivable turnover rose from 6.17 to 6.99, the average days of receivables fell accordingly from 59.20 to 52.23 days. It is discussed earlier that sales revenue increased sharply. Besides higher sales revenue, another factor accounting for this may be a better economic situation under which fewer customers face liquidity problem. In all, though its current ratio decreased slightly, Haw Par still retains its ability to cover short-term debt. However, there is still room for Haw Par to enhance its operating efficiency. It may improve the inventory and receivable management system to boost its business performance. 2.2.3 Solvency Ratio Analysis Ratios adopted for solvency analysis are debt to assets and cash acquisition. The debt to asset ratio reflects the degree of reliance on creditor finance. Haw Par’s debt to asset decreased from 0.047 to 0.045, indicating Haw Par’s improvement of financing strategy by financing more on equity. Two possible explanations for that change may be: (1) Sufficient cash flow allowed Haw Par to rely less on loans. (2) The promising trend in economy helped restore confidence of shareholders who in turn invested actively, as evidenced by the rise in share capital. The cash acquisition ratio nearly doubled from 5.92 to 9.40. The numerator, net cash from operation, plummeted by more than half; however, the denominator, cash paid for PPE, fell more dramatically by two thirds. The two fluctuations as a whole resulted in a rise in cash acquisition ratio, giving a positive indication on Haw Par’s solvency situation. As the two ratios suggested, it seems plausible that Haw Par has improved its solvency. However, its competitor Sun Pharmaceutical, with the debt to assets ratio of merely 0.026, has outperformed Haw Par in solvency. It is still possible for Haw Par to improve further. 3. CONCLUSION To conclude, though benefited from the overall economic recovery, Haw Par was also surrounded by risks and challenges in the competitive environment. However, it has been actively engaged in product innovation and adopted pertinent strategies, especially in marketing sector. Haw Par’s responses were fairly effective in tackling the above-mentioned problems, as proven by its successful financial year. So far, Haw Par has been tapping the benefits of economies of scale, enjoying the opportunities in the emerging Asian market and taking advantage of the global economic recovery. Yet in the contestable market where the barrier to entry is minimal in the long run, Haw Par should continue to strive hard so as to maintain its competitiveness in the ever-changing business world.