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BO GIAODT)C VA DAOTAO TRUONG D~I HOC KINH TE TP. HO CHI MINH

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TRAN DANG TIEN

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DENNAM2015

Chuy@n nganh: Quan Tri Kinh Doanh Ma s6 : 60 • 34 • OS

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. LUAN VAN THAC SI KIND TE

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Ngu'C1i hu'dng dftn khoa hQc: PGS. TS. NGUYEN THl LIEN DI~P

TP. H6 Chi Minh - NAM 2007

B¢ GIAO DVC ~A ElAO Tft..O TRUONG OH KINH T~ TP.HCM THUVI~N

MUCLUC

liJi miJ ddu .............................................................................................................................................. 1

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CHuON'G 1 : Cc:1 Su LI LU~N CUA DE TAI .................................................................................. 4

1.1 CAC KHAI NltM vE CHIEN Lu'(1C v A QUAN TRJ CHIEN Llf(1C CUA DOANH

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NG H~P ............................................................................................................................................................... 4

1.1.1 Cdc khdi ni~m v€ chien lur;c kinh doanh: .............................................................................. 4

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112 vh '' '"' • • n., al nlf}m ve quan tr1 c len Uf!c : .................................................................................... .

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' d 1 1 3 l T . • val tro cua quan tr1 c len uqc uol vlll oan ng lfJP: ................................................ ..

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1.2 MO HINH XA Y Dv1,G CHIEN LuyC KINH DOANH ························••n••···························· .. 5

1.2.1 Giai dot;~n hznh thanh chitn luqc: ........................................................................................ 6

1.2.2 Giai dot;~n thl/c thi chien luqc .............................................................................................. 9

1.2.3 Giai doan ddnh gid chien ludc ................................................................................ 10

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1.3 M()T s6 coNG cv D:E XA v DVNG v A LVA CHON CHIEN Lu'(1c KINH DOANH •. 10

1.3.1 Ma tr4n ddnh gid cdc ye'u td ben ngoai (EFE) ..................................................................... JO

1.3.1.1 Ma trc)n ddnh gid cdc ytu tff ben ngoai (EFE) ............................................... 10

1.3.1.2 Ma trt)n hznh iinh ct;~nh tranh .......................................................................... 11

1.3.1.3 Ma trt)n ddnh gid cdc ye'u tff nqi bq ....................................................................... 12

1.3.1.4 Xay dl/flg chie'n luqc- Cong C(4 ma trt)n SWOT: ................................................. 12

1.3.2 Cdc cong C(4 l{ta chQn chien lll{lc ......................................................................................... 14

1.3.2.1 Ma trl)n djnh lU(Ing (QSPM) .......................................................................................... 14

1.3.2.2 Ma trt)n chie'n luqc chinh ................................................................................................. J6

1.4 VAl TRO CUA QUAN TRf CHIEN LU(1C TRONG HO~ T I>QNG CUA DOANH NGHJtP TRoNG NEN KINH Tt THJ TRuoNG THEo xu HuaNG HOI NH!P ••••••••••••••••••••••••••••• 11

Tom tiit chUdng I .............................................................................................................................. 21

CHUONG 2 : THT}C TR~NG HO~ T I>QNG CUA CONG TY PHuac AN TRONG TH(1I

GIA.N QUA ........................................................................................................................................... 22

2.1 THQ'C TR~G HO~ T I>QNG CUA CONG TY PIIDOC AN TRONG THOI GIA.N QUA 22

2.1.1 Ljch sa h'inh tlulnh va phdt triln: .......................................................................................... 22

2.1.2 Nganh ngh€ kinh doanh: ........................................................................................................ 22

2.1.3 Cdctfu td chac: ...................................................................................................................... 22

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2.2 PHAN TICH NQI BQ ................................................................................................................... 23

2.2.1 Hot;~t dtJng sdn xudt: ............................................................................................................... 23

2.2.1.1 Qui tr'inh sdn xuti't ........................................................................................................ 23

2.2.1.2 Mdy moe thie't bj, vi~c sa df:lng cong sua't ,t'inh trt;~ng thie't bi ...................................... 26

2.2.2 Hot;~t dtJng Marketing ............................................................................................................. 27

2.2.3 Hot;~t dtJng cua btJ phtjn tai chinh-ke' todn ............................................................................ 34

2.2.4 Ho{lt dtJng qudn tri chat [U(/ng ............................................................................................. 38

2.2.5 Hot;~t dtJng nghien cau phdt triln ........................................................................................... 39

2.2.6 Ho{lt dtJng mua hang .............................................................................................................. 40

2.2.7 Hot;~t dtJng qudn trj nhdn sf:l' ................................................................................................... 42

2.3 NHUNG TAC I>QNG CUA MOl TRUONG I>:EN HO~T I>QNG CUA CONG TY ..••.••••.•• 45

2.3.1 Moi truilng vi mo .................................................................................................................... 45

2.3.2 Moi trui'Jng vi mo .................................................................................................................... 47

2015 .••••.••...••.•...••.•••.••••.•..•••••..•.••••.••..•.••••.••••..••.••.••..••••...•.••.•••••••..•••..•.•••••••••.•••••••••••.••••.•••.••••..•.•...•..••• 60

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3.1 XAC DJNH MVC TIEU CuA DOANH NGH~P : ...•.......•••..••........••..•.........•......••••....•....•....• 60

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CHU'ONG 3 : xlv nVNG CHIEN LlfQc KINH DOANH ciJA coNG TY PHlfdc AN DEN

3.2.1 Xay d{tng chie'n lU(Ic thong qua ma trQ.n ke't h(lp swot: ............................................... 61

3.2.2 Sii d"f:lng ma trQ.n dinh lu(lng QSPM dlll!a ch{Jn chie'n lU(Ic .................................. 64

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3.2 XAY D\fNG CHIEN LUQC DE THvC H~N MVC TIEU : ................................................. 61

3.3.l.Giai phdp vi san xudt .............................................................................................. 72

3.3.2 Giai phdp vi ngu6n nhan ll!c ................................................................................... 74

3.3.3 Giai phdp vi Marketing ........................................................................................... 75

3.3.3.1 Chinh sdch vi san phtlm ................................................................................ 75

3.3.3.2 Giai phdp vi gid ca ....................................................................................... 76

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lalp ap ve p anp ol va c leu

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3.3.3.4 Giai phdp vi tai chinh -ke' todn ..................................................................... 78

3.3.3.5 Giai phdp vi cong tdc nghien cztu phdt triln(R&D) ...................................... 79

3.3.3.6 Giai phdp ddi voi hoq_t dt?ng mua hang .......................................................... 80

Kie'n nghj •..•••.•..•••••••.•.•••...•••....•...••••.•.•••........••••.•••.•..••••..•.•..•..•....•••..•.•••...••••..•..••••..••....•..•••.••.•••••.•••••• 82

Kit lflli,n ....•.•••.........•.•..........••..•.•••...•.............•.....•.•....•..•...•.........•...•..••....•...••...•...••.........•.•......•....•.•.... 84

Tcli liiu tham khdo ....................................................................................................... .-.......................... ..

Phf:llf:lC 1 .................................................................................................................................................. ..

Phf:llf:lC 2 ................................................................................................................................................... .

Phf:llf:lC 3 ................................................................................................................................................... .

Phf:ll"f:lC 4 .................................................................................................................................................. ..

Phf:llf:lC 5 ................................................................................................................................................... .

Phf:l[f:tC 6 ................................................................................................................................................... .

3.3 M()T SO GIAI PHAP DE TH\fC H~N CHIEN Lu(1C ........................................... 70

DANH MVC HINH VE, BANG

DANH MVC CAC HINH vE

Hlnh 1.1 Mo hlnh quan tri chien lttf/c toan di?n .............................................................................. 6

Hinh 1.2: Mo'i quan h~ giila cdc anh huang chu ytu cua moi truimg va ttl chuc ............... 8

DANH MVC CAC BANG

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lY.J.a rq,n uun gta cac yeu o en ngoal ................................................................. ..

Bdng 1.2 Ma trqn hinh dnh cq,nh tranh .......................................................................................... 11

Bang 1.3 Ma trt!-n ddnh gid cdc ytu tff ben trong ............................................................ 12

Bdng 1.4 Ma tr4n SWOT ................................................................................................................. 14

Bang 1.5 Ma trtJ.n QSPM .............. -................................................................................... 15

Bang 1.6 Ma trt!-n chitn lll(lc chinh ................................................................................ 17

Bdng 2.1 quy trlnh sdn xudt ............................................................................................................ 24

Bang 2.2 ktt qua ho{lt dqng san xuift kinh doanh niim 2003,2004, va 6thdng 2006 ......... 36

Bang 2.3 Mt?t sd chl tieu tai chinh ca ban ....................................................................... 36

Bang 2.4 Ma trtJ.n ddnh gid nqi bq /FE ........................................................................... 44

Bang 2.5Danh m¥c cdc nha may II Vi~t nam .................................................................. 47

Bdng 2.6 ffinh dnh ma tr4n cq,nh tranh ..... ., ..................................................................... ~ ............ 58

Bang 2.7 Ma trtJ.n ddnh gia cdc ytu tff ben ngoai (EFE) ................................................ 59

Bang 3.1 Ma trt!-n ktt h(lp (SWOT) cua Cong ty Phuuc An ............................................. 62

Bang 3.2 Lifa cht;m chitn lll(lc cho nhom SO thong qua ma trtJ.n QSPM ....................... 65

Bang 3.3 Lifa cht;m chitn lll(lc cho nhom ST thong qua ma trt!-n QSPM ......................... 66

Bang 3.4 Lifa cht;m chien luqc cho nhom WO thong qua ma tr(j,n QSPM ....................... 67

Bang 3.5 Lifa ch9n chitn lll(lc cho nhom WT thong qua ma trtJ.n QSPM ........................ 68

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1. Ly do chQn d~ tai

Ba't eli' mot doanh nghiep nao muo'n dli'ng vii'ng va phat tri~n dtt<;1c d~u doi hoi c6 mot

chi~n ltt

di~m m~nh va di~m ye'u cua mlnh, ddng thoi phai phil h

vi mo cua doanh nghiep. Mot chie'n ht

di~m .m~nh Va kh3:c phlJC di~m ye'u cua mlnh, ddng thoi giup doanh nghi~p t~n d1,lng

t6t cac cd hoi va h~n che' cac rui ro c6 th~ xay ra. Trong di~u ki~n c~nh tranh kho'c

li~t hi~n nay, vi~c xay dtfng mot chie'n lu'

dtfng dti

va phat tri~n.

Nganh hang htdng thlJ'c, thtfc ph!m t~o nen ciia cai v~t cha't cho xa hoi va

dong g6p ra't nhi~u cho stf phat tri€n kinh te't da't nttdc trong thoi gian vita qua khi rna

to'c do phat tri~n kinh te' va thu nh~p blnh quan d~u ngu'Oi ngay cang tang len. f)~c

bi~t Ia trong di~u ki~n chung ta dang hoi nh~p kinh te' quo'c te' va da Ia thanh vien

chlnh thuc ciia WTO thl Vi~t nam d~y ti~m nang vdi hdn 80 tri~u ngttoi se hua httn

lau dai, song song vdi d6 Ia stf khuye'n khich

mang l~i l

d~u tu' cua chinh phu da t~o Cd hoi cho cac doanh nghi~p trong Va ngoai nu'dc cang

phat tri€n. Trong so' 24 nha may tham gia vao viec cung ca'p bot ml cho toan quo'c va

xua't kh!u thl Phttdc An Ia mot trong cac doanh nghi~p cung ca'p san ph!m cha't ltt<;1ng

cao cho thi tru'ong, g6p ph~n nang cao cha't ltt

nam.

Nhu c~u ciia ngttoi tieu dung ngay cang cao, ap ltfc c~nh tranh ngay cang

nhi~u, luon doi hoi doanh nghi~p phiH nang dong va na:m b3:t kiP thoi nhu c~u ciia

ngttoi tieu dung va dap ung nhu c~u nay mot each to't nha't so vdi cac d6i thu c~nh

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tranh trong nglmh. Bhng n6 h.fc ciia mlnh Phttdc An dang tren da kh£ng djnh la m~t

thttdng hi~u uy tin trong nganh. M~t trong cac ye'u t6 tien quye't mang l;;ti thanh qua

nay la cong ty da xay dt,tng dtt

theo du6i chie'n ltt<;lc nay trong thC1i gian vii'a qua. Song moi trttC1ng kinh luon bie'n d6i

tri~n. Vi~c phan tich d~ xay dtfng m()t chie'n ltt<;lc phil h<;lp cho cong ty mang tinh

khong ngii'ng doi hoi cong ty phai c6 chie'n ltt

thie't thtfc va mang l;;ti l<;li ich lau dai cho cong ty. Trong thC1i gian cong tac t;;ti cong

ty Phttdc An tuy chua dai nhttng voi vai tro la ngttCJi di~u hanh cong ty toi da ra't n6

h.tc d~ dtta cong ty bttoc d~u d;;tt dtt

phai c6 chie'n ltt<;lc kinh doanh dung da:n mong c6 dtt<;lc stf pha t tri~n b~n vii'ng do d6

toi da chQn d~ tai "Dinh httdng phat tri~n ciia Cong ty San Xua't Kinh Doanh Lttdng

2. Mt}c dich ctia d~ tai

Thtfc Phttdc An de'n nam 2015"

Mvc dich nghien ctl'u ciia d~ tai la h~ th6ng h6a cac kie'n thuc ly lu~n cd ban v~

phan tich va ho;;tch djnh chie'n ltt<;lc kinh doanh g6m cac khai ni~m cd ban v~ quan tq

chie'n ltt<;lc va h~ th6ng cac bttoc phan tich, ho;;tch djnh chie'n ltt

xay dtfng djnh httong kinh doanh cho cong ty m()t each phil h<;lp. Trong ph;;tm vi d~

tai nhii'ng va'n d~ nghien ctl'u d~t ra nhtt sau:

1 - Neu ro djnh nghia, vai tro ciia chie'n ltt<;lc kinh doanh trong ho;;tt d()ng ciia m~t

doanh nghi~p.

2 - Danh gia t6ng quan qua trlnh ho;;tt d()ng san xua't kinh doanh ciia cong ty Phttdc

An dt!a tren s6 li~u tlnh hlnh thtfc te' cac nam qua, phan tich cac ye'u t6 anh httdng

de'n Stf phat tri~n ciia cong ty Phttoc An, rut ra nhii'ng cd h()i va nhii'ng nguy cd anh

httlfng de'n ho;;tt d()ng ciia cong ty, ciing nhtt da rut ra dtt

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nhii'ng di~m ye'u hi~n c6 ciia cong ty Phttoc An.

3 - Tren Cd sd ly thuye't, kinh nghi~m, th\l'C tr;;tng cua cong ty d~ xay d\l'ng djnh

hu'dng kinh doanh va du'a ra nhfi'ng giai phap va kie'n nghi nhdm hoan thi~n dinh

3. Ph~m vi nghi@n c6'u

f>~ tai t~p trung nghien CUu cac bu'dc trong phan tfch chie'n lu'c;fC va tren Cd s(1 do

hu'dng dad~ ra cua cong ty Phu'dc An de'n 2015.

xay d\l'ng djnh hu'dng chie'n lu'c;tc cho cong ty.

Ph;;tm vi nghien cll'u: Cong ty Phu'dc An, tuy nhien d~ phan tich, lam ro n(>i dung

nghien cuu, lu~n van co md r()ng ph;;tm vi nghien cuu sang cac cong ty c;;tnh tranh

4. Cac phttdng phap nghi@n c6'u

Lu~n van nay sii' dt.mg phu'dng phap mota, phu'dng phap logic tho'ng ke nghien

trong nganh san xua't b(>t mi cac lo;;ti.

cU'u Ia chu ye'u, do'ng th<1i ke't hc;tp vdi cac phu'dng phap phan tich va phu'dng phap

E>~ tai sii' dt.mg so' li~u t6ng hc;tp chu ye'u tit cong ty Phudc An, va tham

t6ng hc;fp.

khao them m(>t so' Ut li~u ciia Website lien quan va so'Ii~u cua T6ng eve tho'ng ke',

B() Thu'dng m;;ti Vi~t nam.

Vdi d~ tai "E>jnh hu'dng phat tri~n cua cong ty Phu'dc An de'n nam 2015" toi

muo'n dong gop vao S\1' phat tri~n lau dai cua cong ty. Du da du'c;fc S\1' giup d(} t~n tinh

CUa th~y CO giao va S\1' co' gilng nfi 1\l'C cua ban than, tuy nhien do th(1i gian va kha

Trang3184

nang cua ngu'Cii vie't con h;;tn che' nen lu~n van khong tran khoi thie'u sot. Ra't mong cac th~y. co, cac anh chi b;;tn be chan tinh gop y.

CHu'dNGl co s(J LY LU!N cuA DE TAI

1.1 c.Ac KHAI NltM v:E CHIEN Llf

DOANH NGHJtP

l.l.lCac khai ni~m v@ chie'n hfc;ic kinh doanh :

nhi~u each khac nhau. Bi~u d6 c6 th~ do hQ c6 nhi~u each tie'p c~n khac nhau

Chie'n ht<,1c kinh va mot s6 khai ni~m lien quan du'

trong nghien cll'u.

- Theo Arthur A. Thomson, Jr. va A. J. Strickland III thl: "chie'n lu'

mot chufii nhftng hoc.tt dong C(.lnh tranh va phu'dng thuc quan ly tie'p C~n trong kinh

doanh d~ dc.tt du'

la ke' hoc.tch ciia nha quan ly nh~m ciing c6 vj tri ciia t6 chuc, thoa man nhu c~u

ciia khach hang va dc.tt du'

- Theo Fred R. David thi "chie'n lu'

mvc tieu dai hc.tn ".

- Theo Alfred Chadler, Bc.ti hQc Havard thi "chie'n lu'

cac mvc tieu cd ban, Hiu dai ciia doanh nghi~p. d6ng thC1i 11/a chQn each thuc ho~c

qua trinh hoc.tt dong va phan ph6i cac ngufin llfc C~n thie't d~ thl/C hi~n cac m\}C

tieu d6 ".

- Theo William J. Glueck : "Chie'n lu'

th6ng nha't, tinh toan di~n va tfnh ph6i h

ffi\IC tieu cd ban ciia doanh nghi~p se du'

Nhin chung, du du'

Trang4/84

doanh v§n bao ham nhii'ng noi dung chinh sau day:

- Xac djnh cac mvc tieu diti h~n va ngii:n h~n cua t6 chuc.

Dtta ra cac chttdng trlnh hanh d('>ng t6ng quat d~ d~t dti

d~ tht!c hi~n mvc tieu d6.

1.1.2 Khlti ni~m v@ qmin tri chie'n ht(lc :

- L\l'a ChQn cac phttdng an hanh d('>ng, tri~n khai va phan b6 cac ngu6n tai nguyen

t~i ciing nhti ttidng lai, ho~ch djnh cac ffi\}C tieu CUa t6 chuc; d~ ra, th\l'C hi~n va ki~m

Quan tq chi6n ltt

hi~n t~i cling nhtt tttdng lai.

1.1.3 Vai tro ctia qmin tri chie'n h.t(lc ct6i vd'i doanh nghi~p:

tra Vi~c th\l'C hi~n cac quye't djnh nhhm d~t dti

• Qua trlnh quan tq chi6n lti

mlnh. Cl.} th~ Ia doanh nghi~p c6 th~ tha'y ro nhii'ng cd h('>i va thu~n l

doanh, t~n dl.}ng chung d~ dtta ra cac chi6n ltt

nhhm d~t dtt

• f)i~u ki~n moi trtt(1ng rna cac t6 chuc g~p phai luon bi6n d6i. Quan trj chie'n lti

giup cac nha quan tq dt! bao dti

cling nhtt tttdng lai. Tii' d6 dt!a tren nhii'ng ti~m h!c ciia mlnh doanh nghi~p de chu

d('>ng do'i ph6 vdi nhii'ng tlnh huo'ng ba't trifc nay.

• Quan tq chi6n lttt each c6 hi~u qua cac

ngu6n 1\l'C hi~n CO CUa doanh nghi~p va phan b6 chung m()t cac h

cd sa d~t de'n mvc tieu chung ciia t6 chuc.

1.2MO HiNH xA Y DVNG CHIEN LUC)C KINH DOANH

• Quan tq chi6n lttt each to't nha't tren

Qua trlnh quan tq chi6n ltt

Trang5184.

chi6n ltt

Thong tin phan h6i

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1

Thi~t I~p cac ml)c tieu dai

Thi~t l~p nhii'ng ml)c tieu hiingnilm

h~n

* Thl,l'c hi~n vi~c ki€'m soat ben ngoiii d€' xac djnh cac cd hQi va de dQa chti ye'u

I I I I I I I I I I I I

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Xacdjnh

Xet l~i ffii)C

Do PhanphO'i ht(Jng va cac ngudn tiii nguyen ~ danhgia

nhi~m VI), ml,lc tieu va chie'n ~ tieu kinh doanh ht<;1c hi~n

~i

thanh tich

D~ ra cac chfnh sach

f--

Ll,l'a chQn cac chi~n ht

I I I I I I I I

Thl,l'c hi~n ki€'m soat n()i b() d€' nMn di~n nhii'ng di€'m m~nh di€'m ve'u

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Thong tin phan h6i

r I Danh gia

Hlnh thanh chil!n ht<;1c

chie'n ht<;1c

Thl,l'cthi chi~n ht

Hlnh 1.1 M6 hinh quiin trj chilo htf,ic toan di~n

Theo mo hlnh tren ta nh~n tha'y ding quy trlnh tren g6m c6 10 blidc va dtt<;1c chia

thanh ba giai do~n Ia cac giai do~n: ffinh thanh chie'n lu'

danh gia chie'n ltt<;1c .

1.2.1

Giai dol}.n hlnh thanh chi~n hif/c

Bttdc d~u tien trong giai do~n hlnh thanh chie'n lu'

du'

du6i

.E>e d~ ra dtt<;1c cac nhi~m V\1 va mt.~c tieu chinh xac ,phii h

hi~n t~i va tu'ong lai thl nha't thie't doanh nghi~p c~n phai tie'n hanh xem xet moi

tru'C1ng ben trong va ben ngoai doanh nghi~p bhng each thgc hi~n vi~c Idem soat ben

ngoai va Idem soat n()i b() de danh gia cac co h()i vade dQa phat sinh tii' ben ngoai

Trang6/84

ciing nhtt danh gia cac di~m m;.tnh , di~m ye'u ben trong tac d9ng de'n vi~c tht!c hi~n

chie'n ltt

+Moi tru&ng vi mo :

•:• Moi trttC1ng ben ngoai bao g6m moi trttC1ng vi mo va moi trttC1ng vi mo.

Moi trttC1ng vi mo bao g6m cac ye'u to' kinh te', chinh phti va chinh tQ, ye'u to' xa

h9i, ye'u to' tt! nhien, ye'u to' cong ngh~ va ky thu~t va mo'i lien h~ giii'a cac ye'u to'

nay.

- Nhan to' kinh te' c6 anh httdng tft!c tie'p do'i v6i sll'c hut ti~m nang ctia cac chie'n

ltt

t~. xu htt6ng tdng san ph~m quo'c dan, xu htt6ng tha't nghi~p. di~u ki~n kinh te' ctia

dt,mg, xu htt6ng chi tieu ctia ngttC1i dan, lai sua't, ty 1~ l;.tm phat, ty sua't thi trttC1ng ti~n

cac quo'c gia ntt6c ngoai.

- Nhii'ng thay ddi v~ dja ly, nhan kh~u. van h6a va xa h9i c6 anh httdng quan tr<;mg

kh~u. dia ly, van h6a, xa h9i chti ye'u: so' cac V\1 ke't bon, so' cac v1,11i di, so' sinh, so'

de'n h~u he't cac san ph~m. djch Vt,l, thi trttC1ng va ngtt(1i tieu tht,l. Cac ye'u to' nhan

che't, ty 1~ di ctt va nh~p ctt, cac chttdng trlnh an sinh xa h9i, mll'c tu6i thQ, thu nh~p

binh quan tren d~u ngttC1i, thai d9 do'i v6i vi~c kinh doanh, Io'i so'ng, long tin vao

d~u ttt, mll'c hQc va'n trung binh, ki~m soat o nhi~m moi trttC1ng, trach nhi~m xa h9i ...

chinh phti, thai d9 do'i v6i chinh phti, th6i quen mua hang, thai d9 do'i v6i tie't ki~m,

- Anh httdng ctia phap lu~t. chinh phti va chinh tq : St! 1~ thu9c l~n nhau m6i luc

m9t tang tren ph;.tm vi toan quo'c giii'a cac n~n kinh te', thi trttC1ng, chinh phti va t6

chll'c, doi hoi cong ty phai xem xet de'n anh httdng c6 th~ c6 ctia cac bie'n so' chinh tq

do'i v6i vi~c so;.tn thao va tht!c hi~n cac chie'n 1tt<;1c c;.tnh tranh. Cac bie'n s6 chinh tQ,

chinh phti va phap 1u~t quan trQng: cac di~u 1~, cac qui djnh ctia chinh phti cac thay

d6i ctia 1u~t thue', cac tiy ban ho;.tt d9ng chinh tQ, ty 1~ tham gia ctia cac cii' tri, 1u~t

bao v~ moi trttC1ng, mll'c chi tieu cho vi~c phong thti, mll'c tr

Trang 7184

cho'ng d9c quy~n ...

- Cac anh httdng cong nghe cho tha'y nh11ng v~n h(?i va mO'i de d<,>a rna chong phai

dtt<;1c xem xet trong viec so~n thao chie'n lu'<;fc. Slf tie'n b(? ky thu~t c6 th~ tac d(?ng

sau sifc len nh11ng san phffm, dich vv, thi tntC1ng, nha cung ca'p, nha phan phO'i, ngu'C1i

c~nh tranh, khach hang, qua trlnh san xua't, thlfc ti~n tie'p thi va vi the' c~nh tranh ciia

t6 chuc.

+MOi trttang vi mo:

Moi tru'C1ng vi mo Ia nh11ng ye'u tO' ngo~i canh c6 lien quan de'n doanh nghiep. N6

bao g6m : Cac dO'i thii c~nh tranh trong nganh, ngttC1i tieu dung, nha cung ca'p, cac

san phffm thay the', cac dO'i thii ti~m ffn.

- Anh httdng c~nh tranh : Ph~n quan tr<,>ng ciia viec ki~m tra cac ye'u tO' ben ngoai

Ia phai nh~n dien dtt<;1c ttu the', khuye't di~m. kha nang, v~n h(?i, mO'i de d<,>a, mvc

tieu va chie'n llfc ciia h<,>. Thu th~p va danh gia thong tin v~ dO'i thii c~nh tranh Ia

di~u ra't quan tr~mg d~ c6 th~ so~n thao chie'n ltt<;1c thanh cong. C~nh tranh trong h~u

he't cac nganh c6 th~ dtt<;1c mo ta khO'c Het va thinh thoang mang tinh hiiy diet.

Chung ta c6 th~ tom tift cac ye'u t6 moi tru'C1ng tac d(?ng qua l~i vdi doanh nghiep

thong qua hlnh dudi day:

cAc CO HOI VA NGUY CO CUA T6 CHUC

Anh httong kinh t6, anh hu'ong xa h{li, nMn khiu, viin h6a, dja ly' anh hu'ong chinh trj, lu~t phap va chinh phii

f-+

Cac dO'i thii c~nh tranh Ngtt<1i cung ca'p NhapMnphO'i Chii n<;f Khach hang · NMn vien C{lngd6ng Nha quan Iy c6 d6ng Lien doan lao d{lng Chinh phii r----. T6 chll'c m~ u djch

Cac nh6m d~c bi~t c6 quy~n l<;1i Sanphim Djch VQ, thj trttong

ffinh 1.2 : M6i quan h~ giila cac anh httclng chti ylu ctia moi trttCYng va t6 chd'c

Trang8184

•!• Phdn tich m6i tru'flng n~i b(}

Moi tnt<1ng noi bo bao g&m cac y€u t6 noi t~:ti rna doanh nghi~p c6 th6 ki6m soat

dtt

ly, tai chfnh, nhan S\1', nghien CUU va phat tri6n, tie'p thi Va tlnh hlnh ho~:tt dong san

xua't kinh doanh cua doanh nghi~p. Til' d6 rut ra nhii'ng nhan t6 nao la quan tr<;mg

s6ng con vdi doanh nghi~p. so sanh vdi cac cong ty d6i thu chinh trong tung nganh

d6 nh~n bie't dtt

Tren cd sd cac tGng h

di~u chinh tang giam cho phu h

va qua do nha quan tfi dn xem xet l~:ti ffi\}C tieu kinh doanh ban d~u va .CO nhii'ng

Cac bttdc ti€p theo tren cd sd da xac djnh chinh xac ffi\}C tieu kinh doanh la phai xac

dinh dtt

kinh doanh.G3:n li~n vdi cac ffi\}C tieu dai h~:tn la chie'n ltt

1.2.2 Giai do~n thtfc thi chie'n lu'fjc

tieu do ciing phai du'

Ia giai do~:tn hanh dong ciia quan tq chie'n lu'

Thgc thi chie'n ltt

l~p ra . Ba ho~:tt dong cd ban ciia thgc thi chi€n

lu'

lu'

nam ,d~ ra cac chinh sach va phan phGi CaC ngu6n tai nguyen . .E>ay Ia giai d01;1n .kh6

lu~t ,s\1' t~n t\IY va ca S\1' by sinh ciia mfii ca nhan . Vi~n thgc thi chie'n ltt

khan nha't trong qua trlnh quan tq chie'n lu'

phat tri6n cac ngan quy iing ho cho chie'n ltt

va d6ng th<1i lien ke't vi~c thuc d§y nhan vien vdi cac he th6ng ban thu'CJng d6i vdi

ltt

m<;>i thanh vien trong t6 chuc . Thach thuc ciia thgc thi chie'n ltti

d~ ra

Trang 9/84

thanh vien trong tG chuc lam viec vdi meu qua cao nha't httdng de'n viec d~;tt ffi\IC tieu

1.2.3 Giai doQ.n danh gia chi~n htc;lc

ht

Day ·Ia giai do~n cuO'i cung ciia qua trlnh quan tq chie'n b.t

ngoai thay dGi d~u d~n vi the' cong vi~c dn thie't cho giai do~n nay la : Xem xet l~i

cac ye'u tO' la cd sd cho chie'n ltt

thanh tich va thrfc hi~n cac ho~t d(>ng hi~u chinh c~n thie't d€ dam bao cho sf! phat

tri€n b~n vii'ng va thanh cong trong tlfdng lai.

1

A

A

A

A

'

AI

,Q

1.3 MQT SO CONG Cl) DE XA Y Dl)'NG VA Ll)'A CHQN CHIEN Lu'(1C KINH

DOANH

1.3.1 Cac cong C\1 c1~ xAy dtfng chiln htc;lc

1.3.1.1 Ma triJn danh gia cac y~u to' ~n ngoai (EFE)

nghi~p.

Ma tr~n nay cho phep tom tift va danh gia moi trtt

Ba't k€ sO' cac cd h(>i chii ye'u va mO'i de dQa dtt

gia cac nhan tO' ben ngoai, t6ng sO' di€m quan trQng cao nha't rna m(>t t6 chll'c c6 th€

c6 la 4,0 va tha'p nha't la 1.0. TGng s6 di€m quan trQng trung binh la 2,5. TGng sO'

di€m quan trQng 4 cho tha'y ding t6 chll'c dang phan U'ng ra't tO't vdi cac cd h(>i va mO'i

la 1 cho tha'y ding nhii'ng de dQa hi~n t~i trong moi trtt

chie'n ltii ho~c tranh dli

Trang 10/84

mO'i de dQa ben ngoai.

Ma tr4)n danh gia cac ytu t6 ~n ngoai

Cac ye'u to' ben ngoai

Muc quan tr<;mg Phan lo~i So' di~m quan trQng

t

Li~t ke cac ye'u to' ben ngoai

~

T.:>

"'

ong cQng

Bang 1.1

1.3.1.2 Ma tr4)n hinh anh c,nh tranh

Trong t!t ca cac Sf/ ki~n va xu hlidng moi trliong c6 th~ anh hlidng de'n vj tri

chie'n lti<1C cua doanh nghi~p thl anh htidng cua C~nh tranh thliong dti<1C xem la quan

trQng nh!t. Ma tr~n hlnh anh c~nh tranh la Srf md r()ng ciia rna tr~n danh gia cac ye'u

t6 ben ngoai trong trliong h

quan trQng c6 cung y nghia.

T5ng so' di~m dtt<1c danh gia ciia cac cong ty d6i thii c~nh tranh dli

vdi cong ty mdu. Cac muc phan lo~i dl}c bi~t ciia nhii'ng cong ty d6i thii c~nh tranh

c6 th6 dtt

sanh nay se cung ca'p cac thong tin chie'n lli

Ma tr3n hinh anh CQ.nh tranh

Cong ty c~nh tranh milu

Cong ty c~nh tranh Cong ty c~nh tranh 1

Phan

Cac ye'u to'

lo~i

lo~i

2 Di~m Phan lo~i quan trQng

Di~m quan trQng

Di~m Phan quan tr<;mg

MU'c dQ quan trQng

Li~t ke cac ye'u to' T6ng so' di~m quan trQng

Bang 1.2

Trang 11/84

Cac ye'u t6 bao g6rn : thi ph~n, kha nang c~nh tranh, vi tri Uti chinh, cha't ht<;1ng

san phffrn, long trung tht'tnh cua khach hang.

Cac rnuc phan lo~i cho tha'y each thuc rna theo d6 cac chie'n ht<;1c cda cong ty

ung ph6 v6i rnfii nhan t6: v6i 4 la t6t nha't, 3 la tren rnuc trung blnh, 2 la trung bmh

va lla kern.

1.3.1.3 Ma tr4n danh gia cac ye'u t6 n()i bq

Ma tr~n cac ye'u t6 n{)i bQ (IFE) la cong C1;1 du'<;jc sii' dvng d~ t6rn uh va danh gia

nhii'ng rnijt rn~nh va ye'u quan tr<,>ng cua bQ ph~n kinh doanh chuc nang va n6 cling

cung ca'p cd sad~ xac djnh va danh gia rnoi quan h~ giii'a cac b{) ph~n nay.

Ma tr4n danh gia cac ye'u t6 ben trong

Mll'c d() quan trQng

Phan lo~i

s6 di~m quan trQng

Cac ye'u t6 chii ye'u ben trong

Li~t ke cac ye'u t6

~

T6ngc()ng_

Bang 1.3

Khong k~ rna tr~n cac ye'u t6 ben trong c6 bao nhieu ye'u t6, s6 di~rn quan tr<,>ng t6ng

c{)ng c6 th~ du<;1c phan lo~i tu tha'p nha't 1,0 cho de'n cao nha't Ia 4,0 va s6 di~rn trung

blnh Ia 2,5 . S6 di~rn quan tr<,>ng t6ng c{)ng tha'p hdn 2,5 cho tha'y cong ty ye'u v~ n9i

b{) va s6 di~rn cao hdn 2,5 cho tha'y cong ty rn~nh v~ n{)i b9.

1.3.1.4 Xdy dtfng chie'n htc;tc - Cong C'l} rna tr4n SWOT:

Day Ia giai do~n ke't h<;1p cua qua tdnh hlnh thanh chie'n lu'<;1c. Cac chie'n ltt<;1c du'<;jc xay dt,tng tren cd sa phan tich va danh gia rnoi tru'Cfng kinh doanh, nh~n bie't du'<;1c nhii'ng cd h9i va rn6i de d<,>a tac d9ng de'n st,t t6n t~i cua doanh nghi~p. Tu d6

xac djnh cac phu'dng an chie'n ltt<;1c de d~t dtt<;1c rnvc tieu d~ ra. Cac phu'dng an chie'n

lu'<;1c nay se du'<;1c hfa ch<,>n, ch~t l<,>c d~ c6 nhii'ng phu'dng an t6i u'U va kha thi nha't.

Trang 12184

Ma tr4n di~m mQ.nh- di~m ylu, cd hC)i- nguy cd (SWOT)

Ma tr~n SWOT Ut cong cv k~t h~p quan tr<;mg c6 th~ giup cho nha qmln tri phat

tri~n 4 lo~i chie'n h.tqc sau:

- Chie'n h.tqc di~m m~nh- cd h()i (SO)

-

Chi~n h.t~c di~m m~nh- di~m y€u (WO)

- Chie'n h.tqc di~m m~nh - nguy cd (ST)

- Chie'n lttqc di~m y~u - nguy cd (WT)

Slf k~t h~p cac y~u t6 quan trc,mg ben trong va ben ngoai la nhi~m Vt,I kh6 khan

nha't ciia vi~c phat tri~n m()t rna tr~n SWOT. N6 doi hoi phcH c6 sf! phan doan t6t,

k~t h~p hqp ly va t6i ttu va y~u t6 ben trong va ben ngoai. N~u khong vi~c phat

tri~n cac chi~n lttqc se khong dem l~i k~t qua mong mu6n.

Oic hi~n ltt~c SO sii' dt,Ing nhii'ng di~m m~nh ben trong ciia doanh nghi~p d~ t~n

d1,1ng nhii'ng cd h()i ben ngoai. Thong thttCing cac t6 chuc se- theo du6i chi€n

lttqc

WO, ST hay WT d~ dtta t6 chuc vao vj tri rna rna hQ c6 th~ ap d1,1ng dtt~c chie'n ltt~c so.

Oic chi€n

lttqc WO nhhm cai thi~n nhii'ng di~m y€u ben trong bhng each t~n

dvng nhii'ng cd h()i ben ngoai. E>oi khi nhii'ng cd h()i l

doanh nghi~p l~i dang c6 nhii'ng di~m ye'u ben trong ngiin can n6 khai thac nhii'ng cd

h()i nay.

Cac chi€n

lttqc ST sii' d1,1ng cac di~m m~nh ciia doanh nghi~p d~ tranh khoi hay

giam di anh httC1ng ciia nhii'ng m6i de dQa ben ngoai.

Cac chi6n ltt~c WT Ia nhii'ng chi6n ltt~c phong thii nhhm lam giam di nhii'ng diEm

ye'u ben trong va tranh khoi nhii'ng m6i de dQa ben ngoai.

Bi6u d6 ciia rna tr~n SWOT g6m c6 9 o g6m 4 o chua df!ng cac ye'u t6 quan trQng

(S,W,O,T), 4 o chi€n

lttqc (SO, ST, WO, WT), I o luon d~ tr6ng la o phia tren ben

trai.

Trang 13/84

Matrl)nSWOT

6 luon d~ tro'ng

0: nhfi'ng cd h()i ben ngotti - - Li~t ke nhfi'ng cd h()i

T: nhfi'ng nguy cd - - Li~t ke nhfi'ng nguy cd

(3)

(4)

S: - - Li~t ke nhfi'ng di~m mfJ.nh

Cac chie'n ltt

Cac chie'n h.t

m~nh

(1)

(1+4)

(1+3)

W: Nhfi'ng di~m ye'u - Li~t ke nhfi'ng di~m ye'u

Cac chie'n ltt

(2+4)

(2+3)

(2)

Bang 1.4:

1.3.2

Cac cong C"Q. hfa chqn chie'n htctc

1.3.2.1 Ma tr4n djnh lttctng (QSPM)

Ma tr~n ho~ch djnh chie'n ht<;1c c6 th€ djnh h.t<;1ng QSPM, su dvng nhii'ng ye'u tO' d~u

vao nh{1 nhii'ng phan tich {J giai do~n 1 va ke't qua ke't h<;1p cua cac phan tfch cua giai

do~n 2 d€ quye't dinh khach quan trong sO' cac chie'n lu'

Theo Fred R. David, rna tr~n QSPM su dvng cac thong tin d~u vao tit cac rna tr~n

IFE, rna tr~n EFE, rna tr~n hlnh anh c~nh tranh va rna tr~n SWOT. Sau bu'dc c~n

thie't d€ phat tri€n rna tr~n QSPM:

- Bu'dc 1 : Li~t ke cac cd h(li de d<;>a ben ngoai va cac di€rn rn~nh I di€rn ye'u quan

tr<;>ng ben trong {J cac c(lt trai cua cac rna tr~n QSPM. Cac thong tin nay du'<;1c la'y

tnfc tie'p tit rna tr~n IFE varna tr~n EFE. Ma tr~n QSPM nen bao g6rn tO'i thi€u 10

ye'u tO' quan tr<;>ng ben trong va 10 ye'u tO' thanh cong quan tr<;>ng ben ngoai.

- Bu'dc 2 : Phan lo~i cho rnfii ye'u tO' thanh cong quan tr<;>ng ben trong va ben ngoai.

St;t phan lo~i nay cfing y nhu' rna tr~n IFE va rna tr~n EFE.

Trang 14184

- Bttdc 3 : Xac djnh chie'n lu'<;Jc c6 th~ thay the' rna t6 chuc nen xern xet th\l'c hi~n.

Ghi l~i cac chie'n ltt<;Jc nay tren hang d~u tien ciia rna tr~n QSPM. T~p h

lu'

- Bu'dc 4 : Xac djnh so' di~rn ha'p d§n ciia rnfii chie'n lu'

phan cho rnfii chie'n lu'<;Jc a~ bi~u thi tinh ha'p d§n tu'dng a6i ciia rnfii chie'n lu'<;Jc so vdi cac chie'n lu'<;Jc khac. So' di~rn ha'o d§n du'

di~rn ha'p d§n cac chie'n lu'<;Jc trong nh6rn chie'n lu'<;Jc nay.

- Bttdc 5 : Tinh t6ng s6 di~rn ha'p d§n (TAS). T6ng s6 di~rn ha'p d§n la ke't qua ciia

vi~c nhan so' di~rn phan lo~i phan lo~i (bu'dc ·2) vdi so' di~rn ha'p d§n (bu'dc 4) trong

rnfii hang.

- Bu'dc 6 : Tinh t6ng c(>ng ciia t6ng s6 di~rn ha'p d§n. f>6 la phep c(>ng ciia t6ng s6

di~rn ha'p d§n trong c(>t chie'n lu'

trong Va ben ngoai thfch h<;Jp CO th~ anh hu'CJng ae'n cac chie'n lu'

d§n cang cao bi~u thi chie'n lu'

Ma tri)n QSPM

cAc CHIEN LT1(1C CO THE CHON Ll)'A

Phan lo~;ti

Cac ye'u to' chinh

Chie'n ht~c 1

Chie'n ht~c 3

Chie'n ht~c 2

+ Cac ye'u to' ben trong - -... + Cac ye'u to' ben ngoai - -... -

Bang t.s

Trang 15184

Cac bttdc vua k~ tren Ia nhii'ng n()i dung chfnh va cd ban cho qua trinh ho~ch djnh

chie'n lu'

1.3.2.2 Ma tr4n chi~n htctc chinh

m()t s6 bttdc d~ vi~c xay dlfng nhanh hdn.

Ma tr~n chie'n lu'

th~ niim d m()t trong bo'n go'c vuong chie'n ltt<;lc ciia rna tr~n chie'n lu'

ph~n ciia cong ty cfing c6 th~ nam d vi tri tttdng tlf. Nhtt se du'

bie'n d~ hlnh thanhcac chie'n lu'

dlfa tren hai khia c~nh saud~ danh gia: vi tri c~nh tranh va st! tang trttdng ciia thong

tin. Chie'n ltt<;1c thich h<;lp cho t6 chuc du'

vuong ciia rna tr~n.

t6t. f>6i vdi nhii'ng cong ty nay, tie'p t1;1c t~p trung vao thi trtt<1ng hi~n t~i (tham nh~p

Cac cong ty niim d g6c tu' I ciia rna tr~n chie'n lu'

thi trtt<1ng va phat tri~n thj trtt<1ng) va san phifm (phat tri~n san phifm) Ia nhii'ng chie'n ltt

go'c vuong I c6 thua ngu6n lt!c thl slf ke't h

trung vao m()t san phifm rieng le thl slf da d~ng h6a t~p trung c6 th~ lam giam nhii'ng

riii ro ciia m()t day chuy~n san phifn h~p. Cac cong ty thu()c g6c vuong I c6 th6 c6

c~n thie't.

kha nang t~n dt.tng cac cd h()i ben ngoai torng nhi~u linh vtfc; h9 c6 th~ dam li~u khi

Trang 16184

Ma tr4n chie'n htctc cbinh

sv TANG TRUONG

NHANH CH6NG CUA THJ TRUONG

Go'c till

G6c tttll

....----. 5. Loe;1i bdt 6. Thanh ly

1. Phat tri€n thi tntong 2. Tham nh~p thi tntong 3. Phat tri€n san phffm 4. Ke't h

Vi tri CC;lnh tranh ffil;lnh

Vi tri ce;1nh tranh ~ yeu

G6c ttl IV

1. Phat tri€n thi tntong 2. Tham nh~p thi tntong 3. Phat tri€n san phffm 4. Ke't h<;lp phia tntdc 5. ke't hc;Jp phia sau 6. Ke't h<;lp theo chi€u ngang 7. Ba dl;lng h6a t~p trung

G6c tttlll 1. Giam bctt chi tieu 2. Ba de;1ng h6a t~p trung 3. Ba dl;lng h6a

theo chi€u

ngang

ngang

3. Ba de;1ng h6a lien ke't 4. Lien doanh

4. Ba de;1ng h6a lien ke't 5. Loe;1i bdt 6. Thanh ly

Slj TANG TRUONG CH!M CHJ).P CUA THJ TRUONG

Bang 1.6

1.4 V AI TRO CUA QUAN TRJ CHIEN LU(1C TRONG HOt). T DQNG CUA DOANH NGHitP TRONG NEN KINH TE THJ TRUONG THEO xu

HU

VN da chinh thuc Ia thanh vien ciia WTO tu thang 1112006 do d6 chung ta da

chinh thuc buctc ra san chdi toan c~u.Du mu6n hay khong gio day chung ta cfing phiH

h(>i nh~p vdi n€n kinh te' the' gidi .Trong di€u kien ce;1nh tranh ngay cang kh6c Het,khi

rna the' gi(ti ngay cang tri'f nen phAng hdn ,khi rna viec t~p trung VaO S\1' tang tnti'fng

va da de;1ng h6a san phffm khong con dam bao cho S\1' thanh cong lau dai CUa cong ty

thl di€u quan tn;mg nha't d6i vdi ba't cu t6 chuc nao la phai xay dgng du'<;fc m(>t l<;fi the'

Trang 17/84

BQ GtAO ul,IC VA D~O TP.-0 TRl10NG DH KINH Tt iP.HCM THUVI~N

~~ .~rr?o

1. Ba dl;lng h6a t~p trung 2. Ba de;1ng h6a theo chi€u

c~nh tranh b~n vii'ng c6 nghia la doanh nghiep phiH lien tvc cung ca'p cho thi tntlfng

rn()t ghi tti dcjc biet rna khong c6 do'i thii nao c6 th~ cung ca'p du

di~u tra v~ thJ!c tqmg doanh nghiep VN do t6ng eve tho'ng ke va WB rndi cong bo'

cho tha'y kho'i doanh nghiep trong nude dang phat tri~n rn~nh v~ so'lu

quy rno vo'n . Tuy nhien hieu qua san xua't kinh doanh l~i khong tang tudng U'ng ,rna

th~m chi con giarn tudng do'i so voi cac cong ty c6 vo'n d~u tu nude ngoai. Nhii'ng

narn vua qua nhi~u doanh nghiep quo'c doanh vatu nhan ciia VN da d~t du

thanh tl/U nha't djnh th~ bien qua quy mo ciing nhu thi ph~n chiern linh du

rnoi va chua du

Nhttng ne'u phan tfch ky ,thl sl/ phat tri~n d6 khong vii'ng ch~c vl n6 khong b~t ngu6n tu n~n tang Ht khoa h<;>c cong nghe va ky nang quan tq .Do v~y khi phai do'i d~u voi cac do'i thii rn~nh tu ben ngoai riii rose ra't ldn.Theo dl/ an nghien cU'u g~n day ciia t6 chU'c phat tri~n cong nghiep Lien h

trung udng phat hien nhi~u va'n d~ trong t6 chU'c quan ly ciia cac doanh nghiep cCJ

trung va cCJ Ion t~i VN la quan ly lu()rn thu()rn ,tuy hU'ng ,khong c6 tinh chuyen

nghiep ,khong khoa h<;>c va ciing ch~ng theo m<)t ehie'n lu

bao cao di~u tra eiia t6ng eve tho'ng ke va WB eho tha'y vii khi e~nh tranh ehinh eiia

eae doanh nghiep trong nude eho de'n nay v~n la gia ea .D~ san ph§m e6 gia ban

tha'p hdn eae do'i thii ben ngoai h9 phai eha'p nh~n by sinh rn()t ph~n l

rnlnh va ea thu nh~p eiia ngulfi lao d<)ng .Giai phap e~nh tranh nay d~ l~i h~u qua

ncjng n~ la khong e6 tieh liiy d~ d6i rnoi eong nghe ,bj ehay rnau eha't xarn va de'n

khi khong giii' du

t~i.

Ta't ea eae va'n d~ tren day n6i len rn<)t di~u la eae DN Vi~t Nam bien nay thie'u

s1,1' ho~eh djnh ehie'n lu

h()i nh~p do d6 thie'u h~n viee quan tq ehie'n lu

nghiep se d~ dang bj rna't phudng huong va ra't e6 th6 d~n de'n SJ/ pha san trong di~U

Trang 18/84

kic$n c~nh tranh ngay cang kho'c lic$t nhti hic$n nay. V~y qmln tq chie'n lttc;1c la gl ? va

vic$c ap dt,mg d6 dem l~i lc;1i fch nhti the' nao cho DN trong xu the' h()i nh~p.

Theo Fred R.David qmln tri chie'n ltic;1c c6 th~ dtic;1c djnh nghia nhti la m()t nghc$

thu~t va khoa hQC thie't l~p ,th\l'C hic$n va danh gia cac quye't djnh lien quan nhi~U

chuc nang cho phep m()t t6 chuc d~t dttc;1c nhii'ng m\}c tieu d~ ra.

Vic$c thvc hic$n quan tq chie'n ltic;1c dem de'n cho DN cac lc;1i fch sau:

Tha nhdt, qua trlnh quan tq chie'n Iuc;1c giup cac t6 chuc tha'y ro m\lc dfch va

hudng di cua mlnh. N6 khie'n cho nha quan tri phai xem xet va xac dinh xem t6 chuc

di theo htidng nao va khi nao thl d~t tdi vi tri nha't dinh.

Vic$c nh~n thuc ke't qua mong muo'n va m\}c dfch trong tlidng lai giUp cho nha

quan tri ciing nhu nhan vien n~m vii'ng dtic;1c vic$c gl c~n lam d~ d~t dtic;1c thanh cong.

Nhti vic$c se khuye'n khfch ca hai do'i tlic;1ng tren d~t dtic;1c nhii'ng thanh tfch ng~n h~n.

nhhm cai thic$n to't hdn lqi fch lau dai cua t6 chuc.

Tha hai, la di~u kic$n moi trliC1ng rna cac t6 chuc g~p phai luon bie'n d6i. Nhii'ng

bie'n d6i nhanh thtiC1ng t~o ra cac cd h()i va nguy cd ba't ngC1. Dung quan tq chie'n ltic;1c

giup nha quan trj. nhhm vao cac cd h()i va nguy Cd trong tlidng lai. M~c du cac qua

trlnh ke' ho~ch h6a khong lo~i tru vic$c cac nha quan tq dt! kie'n ho~c dt! bao trttdc

di~u kic$n moi trttC1ng trong tlidng lai. Trong khi d6, qua trlnh quan ly chie'n ltic;1c bu()c

nha quan ly phan tich va dt! bao tudng lai xa. NhC1 tha'y ro di~u kic$n moi truC1ng

tlidng lai rna nha quan trj. c6 kha nang n3'm b~t to't hdn cac cd h()i t~n d\}ng he't cac cd

h(H d6 va giam bdt nguy Cd lien quan de'n di~u kic$n moi trtiC1ng.

Thac ba, la nhC1 c6 qua trlnh quan tQ chie'n lttc;1c, doanh nghic$p se g3'n li~n vdi

quye't djnh d~ ra vdi di~u kic$n moi trtiC1ng lien quan. Do S\1' bie'n d()ng va tinh phuc

t~p trong moi truC1ng ngay cang gia tang, hang co' g3'ng chie'm dtic;1c vi the' chu d()ng

ho~C th\l d()ng tffn cong. Quye't djnh chu d(}ng la S\1' co' g~ng d\1' bao di~U kic$n moi

trtiC1ng va sau d6 tac d()ng ho~c lam thay d6i di~u ki~n dt! bao sao cho hang d~t dtic;1c

ffil)C tieu d~ ra. Quye't djnh th\} d(}ng tffn cong la d\1' bao trtidc cac di~U ki~n moi

Trang 19184

tntong trong tu'dng lai va thong qua bi~n pha p hanh d9ng nh~m t6i u'u h6a vj the' cU. a

hang trong moi tntong d6 b~ng each tranh nhii'ng va'n d~ tha'y tru'dc va chu~n bj to't

hdn d€ thlfc hi~n b~ng dll'

chie'n lu'

moi tru'ong thay d6i mdi thong qua hanh d9ng. Tuy cac quye't djnh phan ung th1;1

d()ng nhi~u khi ciing mang l;;ti hi~u qua, nhll'ng quan ly chie'n h.t<;jc vdi tr<;>ng tiim la

va'n d~ moi tntong giup hang chu~n bj t6t hdn d€ d6i ph6 vdi nhii'ng thay d6i trong

Thtt ttl, La ph~n Wn cac cong trinh nghien CUu cho tha'y cac cong ty nao v~n

moi tntong va lam chii du'<;jc di~n bie'n tlnh hinh.

d1;lng quan trj chie'n h.t<;jc thi d;;tt du'<;jc ke't qua t6t hdn nhi~u so vdi cac ke't qua rna hQ

d;;tt du'<;jc tntdc d6 va cac ke't qua ciia cac cong ty khong v~n d\{ng chie'n lu'<;jc. f>i~u

d6 khong c6 nghia Ia hang v~n d1;1ng chie'n lu'

c6 th€ bj pha san, rna n6 chi c6 nghia la vi~c v~n d\{ng chie'n lu'<;jc se giam bdt rui ro

khi g~p phai cac va'n d~ tr~m tr<;>ng va tang kha nang cua cong ty trong vi~c tranh thu

Trang20/84

cac cd h9i moi tntong khi chung xua't hi~n.

~

,

TOM TAT CHu'ONG 1

T6m l~i. quan tq chie'n ltt<;fc Ut m9t qua trlnh bao g6m cac bu'dc sau:

• Thie't l~p chie'n lu'<;fc.

• Thtfc thi chie'n lu'<;fc b~ng each thie't l~p cac mvc tieu, d€ ra cac bi~n phap va

phan b6 ngu6n h,tc d~ tht!c hi~n cac mvc tieu d6.

• Ki~m tra danh gia l~i ke't qua so v6i tieu chuffn d~ tit d6 du'a ra cac di€u chinh

Vi~c ap dvng quan tti chie'n lu'

thu~n cac t6 chuc kinh doanh ldn mdi c~n xay dgng chie'n lu'<;lc ho~t dQng rna ngay ca

thich h<;fp.

cac t6 chuc phi chinh phii, cac doanh nghi~p vua va nho ciing c~n xay dgng cho mlnh

ho~t dQng cua tG chuc, g6p ph~n vao Stf thanh cong d~c bi~t trong moi tntCJng kinh

mQt chie'n lu'<;fc. Chie'n lu'<;fc kinh doanh c6 th~ du'<;fc coi nhu' Ia kim chi nam cho m9t

,··

Trang21/84

doanh bie'n d9ng nhu' hi~n nay.

CHUONG 2

THV'C T~NG HO~ T DONG CUA CONG TY PHUOC AN

TRONG THOI GIAN QUA

2.1. QUA TRINH HINH THANH CONG TY TNHH SX - KD LUONG THVC

PHUOC AN:

2.1.1 Ljch sit h'inh thanh va phat triin:

- Cong ty TNHH SX-KD Lu'dng thlfc thlfc phffm Phudc An du'<;fc thanh 1~ p theo

gia'y phep sei : 4604000010 do SC1 ke' ho;;tch d~u tu' dnh Blnh Dudng ca'p ngay

17/11/2005.

- Vein di~u 1~ cua Cong ty 1a 18 ty d6ng.

-

Ti~n than cua Cong ty Phu'dc An ngay nay 1a Cong ty SX-KD Lu'dng thlfc Toan

Hling. Sau du'<;fc Cong ty C6 ph~n d~u tu' va Phat tri~n Ngo;;ti thu'dng Thanh ph6

H6 Chi Minh (FIDECO) mua 1;;ti va d6i ten thanh Cong ty TNHH SX-KD Lu'dng

Thlfc Phudc An. Do d6 Cong ty Phu'dc An Cong ty TNHH M()t thanh vien 100%

vein cua Cong ty FIDECO.

- Cong ty tQa 1;;tc tren di~n tfch g~n 2 ha (19.964 m2) bao g6m nha may san xua't

chfnh ' cac kho chua nguyen li~u va khu van phong.

2.1.2 Nganh nghl kinh doanh:

- Theo gia'y phep kinh doanh thl nganh ngh~ kinh doanh cua cong ty 1a San xua't

b()t ml.Mua ban 1u'dng thlfc ,thlfc phffm

2.1.3 Cd cdu td chuc:

- Cong ty du'<;fc t6 chuc theo mo hlnh Chu tjch cong ty va giam dO'c. Do d6 cd ca'u t6

chuc cua Cong ty bao g6m :

1. Chu tjch cong ty

Trang22/84

2. Ban giam d6c g6m : giam d6c va 2 ph6 giam d6c

3. Ki€m soat vien

4. Cac phong ban

4.1 Phong ke' ho~ch-kinh doanh bao g6m ca b{) ph~n Marketing

4.2 Phong ke' toan tai Vl,l bao g6m ca bQ ph~n di~n toan

4.3 Phong kho v~n bao g6m b{) ph~n van phong kho v~n va d{)i xe v~n

chuy€n

4.4 Phong t6 chuc hanh chinh bao g6m b{) ph~n van phong d{)i bao v~. cham

SOC diy canh va t~p Vl,l

5. B{) ph~n san xu~t bao g6m quan d6c, cac ph6 quan d6c, tntC1ng ca, cac t6 san

xu~t. bao tri va cd di~n

6. Phong boa nghi~m va nghien cuu phat tri€n (R&D).

- S6lu'(lng CB-CNV tinh de'n 30/6/2007 Ia 106 ngu'Cii. Trong d6 s6 ngu'Cfi c6 trinh d{)

f>~i hQc va tren f>~i hQc Ia 15 ngttC1i, Trung ca'p Ia 11 ngttC1i, con I~i Ia cong nhan

lao d{)ng ph6 thong.

2.2 PHAN TICH N{H BQ:

2.2.1 Ho~t d()ng san xuA't

2.2.1.1 Quy trinh san xuA't

Quy trlnh san xu~t ciia cong ty Ia san xu~t lien tvc .S6 ltt(lng cac lo~i san phim

khong nhi~u thttC1ng chi c6 khoang tu 5 tdi 8 lo~i san phim .Cac lo~i san phim nay

chi sii' dt.mg nguyen li~u la hla ml nh~p khiu .Tuy nhien tuy theo ddn d~t hang va

cong dvng ciia tung lo~i thanh phim rna c6 th€ sii' dvng tu 1 tdi 3 lo~i nguyen li~u

khac nhau d~ pha tr{)n theo m{)t ty 1~ nh~t djnh .

H~ th6ng san xu~t c6 tinh tt! d{)ng cao do d6 vai tro cong nhan chii ye'u la giam

sat cac thong s6 ky thu~t ciia thie't bj ,trong m9t ca s·an xua't chi c6 8 cong nhan tren

Trang23/84

day chuy~n .Vi~c san xua't c6 th~ tie'n hanh 24 h trong ngay tuy nhien d~ dam bao d9

b~n ciia may m6c cling nhtt danh thoi gian d~ bao dtt<1ng khi c~n thie't nen thttong thi

cong ty chi san xua't tu 18 tdi 20 tie'ng m9t ngay.

Quy trinh san xua't t~;ti cong ty du'<;1c th~ hi~n qua sd d<1 sau :

QUY TRINH sAN xu AT

Phong ban/ bQ pMn ( Ddnh ddu x vao cdc bQ phQn chiu trdch nhiQm)

f)

Bttdc cong vi~c/

s T

H~ngmt;tc

Di€n giai chi tie't (Li~t ke ten hd sd htu/ each tht1c tht!c hi~n/ thC1i gian giai quye't)

c 8 lf

T

c 8 c s K v

f)

L

v p T 8 H s c T N N & 8 X

p p

c

X

1 BANG

Tai ki~m tra cac chi tieu ky thu~t trong CAU ccJ NGUYEN ueu da dlt

X

2 Phat L~nh san xu!t

- Trong tntCJng h~p c~n thay dGi chi tieu Icy thu~t trong ban cd c!u nguyen li~u. bi) pMn Hoa nghi~m phii l~p YEU CAU DIED CHfNH CHi TIED KY THU~ T c6 st.t xac nh~n cua t6 trttdng Hoa nghi~m. trltdng phbng SX, trl.tdng phOng kinh doanh, ke' toan trtl'dng va Ban giam d6c. - ThC1i gian tht!c hi~n: Trltdc ngay nh~n ltia 03 ngay - Can ct1 vao BANG ccJ CAU NGUYEN ueu. YEU CAU DIED CHfNH cHi TIED KY THU~T (ne'u c6), phOng san xu!t phat LeNH sAN XUAT dli dlt~c xac nh~n Mi Ph\1 trach bi) pMn Hoa nghi~m. Trltdng phOng San xu!t - Unh san xu!t dlt~C chuy~n tdi cac trttdng ca, t6 trtl'dng va cac phOnglban lien quan trttdc ngay ni'a h1a 03 ngay.

tra may m6c

X

3

Ki~m thie't bj

- L~p BAO CAO TlNH TR~NG MAy MOC THIET Bl TRu'dc KHI sAN xu AT. - ThCJi gian tht!c hi~n: Trude ngay rU'a lua 03 ngay.

X

4

Yeu cAu xu!t Iua kiem rd'a ltia

X

X

5 Xuift & nh3n lua

X

X

6 Thanh Iy lua I~n 1

- Bi) ph~n Hoa nghi~m l~p YEU CAU XUAT LUA- RU'A LUA c6 chii' ky xac nMn cua trl.tdng cac phOng ban lien quan va chuy~n cho trl.tdng ca d~ Him cd sd tht.tc hi~n. gU'i trttdng phOng Kho v~n trttdc 03 ngay d~ lam cd sd xong triing va xu!t Iua. - TG Cu'NL khong nMn nguyen li~u chlta dlt~c xong triing. - Phii tuan thd nghiem ng~t cac ni)i dung trong THCJI GIAN BIEU KIEM TRA

Trang24184

X

7

Cham vao mt<1c nguyen li~u sau khi thanh ly lin I

X

8

f>tta Ilia vao him u l~n I

X

9

Mil Ilia theo cd ca'u & tie'n hanh thanh ly Ilia lin 2

.

- Phai tu4n thd nghiem ng~it cac chi sO' trong BANG Cd CAU NGUYEN ueu ho~c YEU CAU DIEU CHfNH CHi TIEU KY THU~T

,

A

A

.,

.,

X

A

10

Dtta Ilia vao silo u l~n 2

Ilia vao may

X

11

f>tta nghi~n

X

:X

f>6ng bao va ki~m tra

12

X

X

13 Nhi},pkho

X

14 BaocaoSX

- Cham nttdc va mil Ilia theo htu ltt<.fng quy

v~. - Truong phOng SX t6ng h<.fp bao cao ctia cac ca va n~p Ban giam d6c va cac phonglban lien quan cMm nha't vao Ilic 8 gi

Trang25/84

Ghi chu:

I. Tai Ii@u. bang biiu di kern Qui trinh:

9. Yeu c~u curtg ca'p bao bl 11. Bien ban ban giao b()t ml, cam ml. 12. Bao cao hang ngay ciia t6. 13. Bao cao san xua't ciia ca. 14. Bao cao t6ng h<;lp phong san xua't.

1. Bang cd ca' u nguyen lic$u 2. Yeu du di~u chi tieu ky thu4t. 3. Bao cao finh tr~ng may m6c thi~t bj tntdc khi san xua't. 4. Yeu du cung ca'p. 5.ThC1i gian bi€u ki€m tra. 6. Bang tieu chuin ngam ii hi a.

II. Ch@' do kiim tra cua truclng phong SX:

- Tntdc khi di vao SX, tntC1ng phong SX c6 trach nhic$m ki€m tra tinh xac thlfc ciia bao cao ciia b() ph4n Hoa nghic$m C1 bu'dc 1, ciia Bao trl- Dic$n C1 bu'dc 2, ki€m tra tlnh tr~ng nguyen lic$u hic$n c6 trong kho C1 bu'dc 3.

- Khi di vao SX, cac t6 tntC1ng, tru'Cfng ca, tru'Cfng phong SX thlfc hic$n nghiem ngl}t th<1i gian bi€u di ca da du'<;lc ca'p phat bang ngay.

Ch~ d() ki€m tra ciia tntCfng phong SX Ia y~u to' d€ dam biio cho mQi ngu~n llfc da san sang ph\}c V\} san XUat- kinh doanh.

Bang2.1

HN- Hoa nghi~m; CC!NL- Cung ang nguyen li~u; DB & DC- Dong bqt & dong cam;

CB- chdt bqt; CBSPP- Cht bitn san phdm ph~:~,· KV- Kho vqn.

2.2.1.2. May moe thie't bj, vi~c sit dt}ng cong suit, tinh trQ.ng thie't bj.

Ghi chu : VPSX- Van phong san xua't; TK- Thdng ke; TC- Trullng ca; BT- Bao tri;

Toan b(> day chuy~n thi~t bj ciia cong ty du't ngay. Nhu' tren da trinh bay tht!c t~ cong ty chi sa dt.mg thu'C1ng xuyen tit 70 d~n 90% cong sua't d~ dam bao d(> b~n cho thi~t bj ciing nhu' c6

thoi gian d~ bao ducrng. Do day chuy~n du'

d(> bao du'ng cua may m6c thi~t bj k:ha to't

va d6ng b(>

y~u sau day:

Trang26/84

T6m l~i ho~t d(>ng san xua't cua cong ty du'<;1c th~ hi~n qua cac di~m m~nh va di~m

- Cong ngh~ va may m6c san xua't tudng d6i hi~n d1;1i so vdi cac doanh nghi~p

cung nganh.

Vi~c s~p x6p va b6 tri quy trlnh san xua't h<;lp ly

-

- Cha't lu<;lng san phffm 6n dinh.

""'

1:'\. ,tl

••• vlem yeu

- Kha nang da d1;1ng hoa san phffm cao.

- Chua phat huy du<;lc h6t tay ngh~ chuyen mon va nang h,tc ti~m ffn cua d()i ngii

CB CNV trong san xua't.

- Trinh d() van hoa cua cong nhan tn,tc ti6p san xua't con h1;1n ch6, da so' la tit ldp

9 ~ 12 do d6 kha nang ti6p nh~n cong ngh~ mdi bi h1;1n ch6.

- Chua khai thac h6t nang h,tc cua may m6c thi6t bi do sl,l' thi6u ddng b() giii'a cac

li~u d~ san xua't ra m()t lo1;1i thanh phffm thl khong du h~m chua nguyen li~u d~

khau trong qua trlnh san xua't ching h1;1n nhu khi c~n sii' dt.mg nhi~u lo1;1i nguyen

2.2.2 Ho~t dqng Marketing

+ Ho1;1t d()ng nghien cll'u thi tru'C1ng

duy trl san xua't 24hlngay.

HOI;lt d()ng nghien CUu thi tru'C1ng cua cong ty chia lam hai mang Ia nghien cuu

thi tru'ong nguyen li~u ngoai nudc va nghien cll'u thi tru'ong tieu tht;t trong nudc do

100% san lu<;lng san xua't ra du<;lc tieu tht;t trong nude .

Vi~c nghien CUu Sl,l' bi6n d()ng gia ca nguyen li~u va XU th6 bi6n d()ng gia qua tung thC1i ky d€ c6 th€ dua ra cac quy6t dinh nh~p khffu sao cho c6 l<;li nha't cho cong ty

.Vi~c dua ra cac quy6t djnh d6 Ia ra't quan trQng c6 th€ n6i hi~u qua ho1;1t d()ng cua

D6i vdi thi tru'C1ng ngoai nude vi~c nghien cll'u thi tru'C1ng chu y6u t~p trung vao

cong ty hang nam ciing pht;t thu()c khong nho vao cac quy6t djnh nay. Mu6n dua ra

Trang 27184

quy6t djnh m()t each dung difn C~n phai nghien CUu ky tlnh hlnh san lu<;lng va thi

tntC1ng nguyen li~u thong qua cac trang WEB cua hi~p h9i lt1a mi cac nude c6 san

ll,t<;lng san xua't va xua't khiu ldn nhu' :My,trung qu6c ,Uc,Canada va theo doi thu'C1ng

xuyen cac phien ban da'u gia ciing nhu' tham khao thong tin thong qua cac nha cung

c~p nguyen li~u cho cong ty c6 tiV s~ t~i VN . Do di}.c tinh cua nong san la nang sua't

ph\} thUQC r~t nhi~U VaO di~U ki~n khf h~u do d6 Slf bie'n dQng CUa gia ca nong san

ciing ph1,1 thu9c ra't nhi~u vao di~n bie'n cua thC1i tie't .Ba't ell' m9t thong tin ba't l<;li v~

thC1i tie't nao du'<;lc du'a ra tit' cac mtdc xua't khiu lua mi ldn nhu': Uc ,My,Canada ..

l~p tti'c tac d9ng ngay Wi gia ca cua the' gidi ch~ng h~n vao thang 7/2006 khi hi~p

hQi lua mi UC cong b6 do anh hu'~ng CUa tinh hinh kho h~n san lu'<;lng lua mi miia Vl,l

2006-2007 c6 th€

st.It giam Wi khoang 40% l~p tti'c gia lua mi tang 20% tit'

185USD/ta'n len 205USDtra'n cho de'n khi V\1 thu ho~ch lua mi Uc ke't thuc vao

thang 1112006 thi gia da len Wi 252USD/t~n m~c dii cac nude khac khong m~t miia

va san lu'<;lng Sl,lt giam cua UC chi la 7 tri~u tffn SO vdi tren 500 tri~u t~n san lu'<;lng

hang nam tren toan the' gidi. M9t ye'u t6 nita ciing tac d9ng khong nho tdi slf bie'n

dQng CUa gia Ca d6 la elide phi V~n chuy€n rna Slf tac dQng trlfc tie'p va m~nh nhfft tdi

cu'dc phi v~n chuy€n chinh la slf bie'n d9ng cua gia d~u do d6 cac ye'u t6 tac dQng

m~nh de'n gia d~u nhu' cac quye't djnh ciia OPEC,lu'<;lng dlf tru d~u cua My bie'n d9ng

hay Slf tac dQng cua chie'n tranh ,Slf bie'n dQng chfnh tq CUa cac nu'dc CO san lu'<;lng

d~u xu~t khiu ldn' trong nam 2006 vua qua chinh slf tac dQng cua gia d~u da lam

gia nh~p khiu tang binh quan hdn 20USD/t~n .T~t ca cac ye'u t6 d6 khi phat sinh

cong ty ciing phai tinh toan va dua ra cac quye't djnh h<;lp ly .

Ngoai ra ciing t6n t~i mQt s6 ye'u khac tac d9ng de'n gia ca nguyen li~u ch~ng

h~n nhu' st! S\lt gia ciia d6ng USD( ddng ti~n dung d€ nh~p khiu) so vdi cac d6ng

ti~n khac ~ cac nude rna cong ty nh~p khiu nhu' ddng dollar Uc hay dollar

Canada .. ,Slf thao tung ciia cac t~p doan kinh doanh nong san ldn tren the' gidi hay

chinh sach ciia cac chinh phil v~ xua't khiu va an ninh lttdng thlfc .. vv.Day Ia cac riii ro ti~m in rna cong ty ciing phai tinh toan tdi trong ho~t d9ng san xu~t kinh doanh

cua minh.

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E>6i vai ho~t d()ng nghien cuu thi tntC1ng trong m.tac cong ty chu ye'u t~p trung vao

tbi tntC1ng phia nam va m()t H (J thi tntC1ng mi~n trung con mi~n bifc thl h~u nhu' cong

ty khong tham gia ly do la chi phi v~n chuy€n va chi phi quan ly phat sinh kha ldn

lam cho hang h6a cua cong ty khong c6 sue c~nh tranh t~i thi tntC1ng nay .

-E>6i vdi thi tntC1ng phia nam ndi cong ty tieu th\1 khoang 85% san lu'

hang chu ye'u cua cong ty t~i thi tntC1ng nay cac nha may san xua't ml an li~n va thuc

n~m ngay ben c~nh cac nha may san xua't ml an li~n Wn nha't nuac nhu'

an thuy san do c6 u'u the' v~ gia ca va- cha't lu'

h~u he't cac nha may san xua't b()t ml phia nam cling n~m t~p trung t~i TP-HCM,Binh

Achau,acecook do d6 cong ty c6 sue c~nh tranh kha cao t~i thj tntC1ng nay .Tuy nhien

Du'dng va Vling Tau, m()t ph~n Wn san phffm ciia hQ cling phai tieu tht.I t~i thi tntC1ng

nay do d6 cong ty cling va'p phai srf c~nh tranh ra't ldn nha't Ia cac cong ty c6 b~ day

nhu'cac cong ty b()t mi Binh dong ,Binh an hay cac cong ty 100% v6n nuac ngoai nhu'

cong ty b() ml Mekong flour mills LTD , VFM,Interflour Vietnam ..

- E>6i vdi thi tntC1ng mi~n trung va tay nguyen ndi cong ty tieu th\1 khoang 15%

san lu'

banh ml .E>ay la m~t hang tu'dng d6i mai CUa cong ty nhu'ng CO tri€n VQng rfft ldn V~

thi tntC1ng tieu th\1 r()ng ldn trai dai khifp cac tinh mi~n trung va tay nguyen m~c dii

cho de'n nay vi~c tieu tht.I t~i thi tntC1ng nay chu'a dem l~i hi~u qua cao cho cong ty

song d6 hoan toan n~m trong chie'n lu'

nh~p thj tntC1ng nen ngu'C1i tieu dung con de d~t do hQ c6 th6i quen sii' dt.Ing cac nhiin

hi~u lau nam va c6 uy tin nhu' b()tmi Binh E>ong hay b()t ml Unipresident do d6 cong

tntC1ng nay cong ty c6 l

ty cfing c~n c6 thC1i gian d€ t~o th6i quen va uy tin cho khach hang d6i ydi san phffm

+ Ho~t d()ng Marketing Mix

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ciia cong ty.

- V~ chie'n hl\'IC san ph~m thl cong ty xac djnh la cung ca'p cho thj tnt{1ng cac

san ph~m vai cha't ht<;'lng cao va chiing lo(li san ph~m thl cong ty va cac nha may

khac trong nghanh n6i chung t(li VN d~u chia san ph~m b()t ml ra lam 3 lo(li chlnh :

M()t la b()t dung san xua't ml cac lo(li nhu' ml an li~n ,ml trung,ml tu'di ... Hai la b()t

dung d6 san xua't thuc an thiiy san nhu' thuc an nuoi tom,ca .. Ba la b()t dung d6 san

xua't banh cac lo(li nhu banh ml ,banh bao, banh ng<,>t cac lo(li . s~ di co ~r! phan chia

nhu' v~y Ut do tieu chu~n cha't lu'<;'lng ciia m6i chung lo(li san ph~m nay c6 cac d~c

tinh ky thu~t khac nhau.

E>o'i vdi lo(li dung d6 san xua't ml cac lo(li thl h~u nhu' toan b() cac khach hang d~u

yeu c~u cac chi tieu ky thu~t v~ d() ~m ,d() tro,d() PH gio'ng nhau tuy nhien c6 m()t so'

ye'u t6 tuy theo cha't lu'<;fng san ph~m va yeu c~u di;c thu ciia khach hang rna chong

c6 nhii'ng quy djnh rieng nhu' : rna u sifc ciia b()t,d() va tinh cha't Gluten (ham lu'<;'lng

quye't djnh d() deo,d() dai, d() d(lm ciia b()t ml) do d6 phai tuy theo nhu c~u ciia khach

hang rna cong ty phai san xua't ra lo(li san ph~m phu h<;fp vdi yeu c~u cha't lu'<;'lng ciia

h<,>, ch&ng h(lll cac cong ty nhu' Achau, Vi~t Hu'ng,Thanh Tam thl doi hoi ham lu'<;'lng

Gluten cao va tinh cha't Gluten phai chifc va dai con cac cong ty nhu' Acecook , Thien

Hu'dng,Phu'dng Dong .. thl doi hoi Gluten phai deo va dai .E>€ san xua't ra cac lo(li san

ph~m c6 tfnh cha't khac nhau nhu' v~y doi hoi cong ty phai co cd ca'u nguyen li~u da

d(lng di~u nay keo theo cac va'n d~ co lien quan nhu' h~ tho'ng kho phai du r()ng d€

chua nguyen li~u va ke' ho(lch nh~p nguyen li~u phai du<;1c ho(lch djnh m()t each

chlnh xac d6 vua dam bao yeu c~u san xua't vita phai can do'i lu'<;'lng t6n kho to'i u'u

d€ giam bdt chi phi Hii vay . Tuy theo cha't lu'<;'lng san ph~m hi~n nay lo~i san ph~m

nay cong ty c6 cac nhan hi~u hi~n dang cuitg ca'p cho thj tru'C1ng la :Con ngl!a do,con

Ngf!a tim,Ga'u xanh ,Ga'u cam dong g6i bao bl tho'ng nha't la 40Kg/bao.

f>o'i vdi lo(li dung d€ san xua't thuc an thiiy san nha't la thuc an nuoi tom do m()t

mi;t sit dt,mg b()t ml lam cha't dinh du

la 12 tie'ng .Do d6

bao thuc an sau khi xuo'ng nude khong bj ra ra trong to'i thi€u

la d() d(lm va Gluten

nguyen li~u b()t ml cho chong lo(li san ph~m nay c6 di;c di€m

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ra't cao vl v~y nguyen li~u d~ san xua't lo~i san phffm nay cling la lo~i d~c thu doi

lo~i san phffm nay cong ty phai ho~ch djnh va lien h~ vdi nha cung ca'p tntdc vai

khi ra't kh6 nh~p vi lo~i nguyen li~u nay khong phd bie'n tren thi tntC1ng . f)~ lam

thang .Do tinh cha't mua Vl,llQai san phffm nay chi tieu thv cao di~m trong vong 5 thang tit thang thang 5 tdi thang 10 va thttC1ng thi cong ty cling ra't kh6 ky h

trttdc khi vao mua Vl,l vl tht cong ty cling kha bj d('>ng trong vi~c tieu thl,l . Tuy nhien

do c6 cac khach hang truy~n th6ng va cha't lti

ltt

ciia cong ty luon dti'ng vii'ng tren thi trttC1ng . Cling gi6ng nhtt b('>t dung san xua't ml

lo~i hang cha't ltt

cac san phffm lo~i nay cling kha da d~ng nhttng chii trttdng ciia cong ty chi san xua't

chii ye'u la b('>t hi~u Hai Con Tom xanh va Hai Con Tom do

Khac vdi hai lo~i san phffm tren lo~i san phffm dung d~ lam banh trit b('>t lam 6

banh ml ra thl da ph~n cac san phffm nay dung lo~i b('>t c6 ham lttc;1ng Gluten tha'p d~

dam bao d('> x6p ho~c d('> gion ciia san phffm do d6 d~ c6 lo~i san phffm nay thl doi

hoi day chuy~n cong ngh~ phai c6 kha nang tach san phffm ngay tren day chuy~n

san xua't .Day chuy~n cong ngh~ ciia cong ty la m('>t trong so' it cac day chuy~n t~i

VN c6 th~ lam dtt

khong cao do d6 cong ty chii ye'u chi san xua't lo~i b('>t dung d~ lam 6 banh ml vdi nhan hi~u Hai 0 Banh Ml va m('>t It san phffm dung d~ lam banh vdi nhan hi~u Con

R6ng.

Ta't ca cac lo~i san phffm tren sau khi giao cho khach hang b('> ph~n ban hang

phai theo doi trong su6t thC1i h~n sii' dvng ciia san phffm la 90 ngay tinh tit ngay san

xua't .Ne'u c6 ba't ell' khie'u n~i nao ciia khach hang du d ba't ell' ndi nao trong thC1i h~n

di~n b('> ph~n ban hang tdi ki~m tra ne'u dung la khie'm khuye't do san xua't cong ty se

tren ho~c th~m chi vtt

cho thu h6i va ddi cho khach hang ph~n hang h6a khong dung phffm cha't ho~c b6i

Trang31184

thttC1ng cho khach hang cac thi~t h~i do 16i ciia cong ty gay ra.

- v~ chie'n ht<;fc gia ca

V~i chie'n ht<;1c san phffm la cung c~p cho thi tnt<1ng cac san phffm vdi cha't ht<;1ng

cao thl vi~c djnh gia san phffm cong ty khong th6 djnh muc gia th~p ,nhu'ng cong ty

cling khong th6 djnh muc gia qua cao vl san phffm ciia cong ty la nguyen li~u d~u

VaO CUa cac nha may che' bie'n thtfc phffm Va trong di~U ki~n CC;lnh tranh kb6c li~t nhu'

hi~n nay ne'u vi~c djnh gia khong du'

thay the' b

cong ty la stf ke't h

Thu nha't la djnh gia dtfa vao chi phi day la phu'dng phap djnh gia cd ban ciia

cong ty hi~n nay .V~i phu'dng phap nay cong ty se c()ng them muc 1<1i tieu chuffn vao

gia v6n ciia hang h6a ban ra tuy nhien muc 1<1i tieu chuffn tren cling thay d6i tuy theo

tirng lo1;1i hang h6a . Thtfc te' cac san phffm dung d6 san xu~t ml cac lo1;1i nhu' ml an

li~n ,ml tu'di .. thu'<1ng c6 muc 1<1i th~p nh~t khoang tir 2%-> 4% , cac m~t hang dung

lam thuc an thiiy san thu'<1ng c6 muc 1(1i tir 5->10%, cac m~t hang dung lam banh cac

Io1;1i thu'<1ng c6 muc 1<1i tir 3->5%

Thu hai la djnh gia dtfa vao CC;lnh tranh .Theo phu'dng phap nay cong ty djnh gia

ngoai Cd SO gia thanh ra con phai can CU VaO gia CUa cac d6i thu CC;lnh tranh d~ d~ ra

muc gia ban cho phil h<;1p v~i tlnh hlnh thtfc te' .Ching h1;1n m~t hang dung d6 san

XU~t ml cac l01;1i do l01;1i san phffm nay CO th6 sii' d1:1ng cac lo1;1i nguyen li~U ph6 bie'n

tren thj tru'(1ng Va nha may nao cling CO kha nang san xua't du'

th1:1 vdi s6lu'<;1ng l~n ,thu'<1ng thl doanh s6 tieu th1:1 m~t hang nay chie'm khoang tir 70-

phiii nghien cll'u cha't lu'<;fng ciia cac d6i thii c1;1nh tranh d6 dam bao rhng ch~t lu'<;fng

ciia cong ty c6 stf vu'<;ft tr()i ddng th<1i phai djnh gia ngang bhng ho~c th~p hdn m()t

chut d6 loi keo va gitr vii'ng khach hang .D6 cling la ly do vi sao m~t hang nay

thu'<1ng c6 muc 1<1i tha' p nh~t.

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>80% trong t6ng doanh s6 hang thang khoang 18 ty ciia cong ty thl m()t m~t cong ty

Thu ba la djnh ghi theo ngu'C1i mua .Theo phu'dng phap nay cong ty djnh gia din

ell' vao cam nh~n cua ngu'C1i mua dO'i vdi san ph~m cua cong ty tieu bi6u cho phu'dng

phap nay Ia lo~i san phffm dung d~ san xua't banh ml ,do ml}t hang nay la ml}t hang

mdi cong ty cung ca'p qua h~ thO'ng d~i ly d6 hQ ban l~i cho cac lo lam banh ml va

tam ly cua cac lo banh ml n6i chung hQ ra't it khi thay d6i chung lo~i nguyen li~u do

sc:} anh hu'dng tdi cha't lu'c:jng san phffm . Chinh. vlly do d6 m()t m~t thong qua h~

thO'ng d~i ly cong ty du'a san phffm tdi t~n cac lo d€ hQ dung thii' va cam ke't se bdi

thu<'1ng va thu hdi san ph~m ne'u anh huang de'n cha't luc:Jng san ph~m cua ho .. m~Jt

khac cong ty djnh gia san phffm nay tha'p nha't so vdi cac dO'i thu c~nh tranh ml}c du

cha't lu'c:jng san phffm cua cong ty khong h~ thua kern so vdi cac thu'dng hi~u da n6i

tie'ng tren thi tru'<'lng

- v~ ho~t d()ng phan phO'i do san phffm cua cong ty 100% laban si tn.tc tie'p cho

cac cong ty va cac d~i ly tieu thl;l do d6 kenh phan phO'i cua cong ty ciing kha ddn

gian thu'<'lng Ia kenh m()t ca'p .Theo d6 dO'i vdi khach hang la cac cong ty san xua't

tren dja ban TP HCM va Blnh Du'dng thl cong ty v~n chuy€n hang de'n t~n kho cua

ngu'<'li mua ,con cac khach hang Ia d~i ly ho~c khong nhm trong dja ban tren thl cong

.E>O'i vdi

ty se giao hang t~i kho cong ty khach hang t\1' lo phu'dng ti~n v~n chuy€n

cac khach hang la cong ty thl thu'<'lng c6 d<1n dl}t hang tru'dc 6n djnh hang thang nen

cong ty hoan toan c6 kha nang chu d()ng trong vi~c san xua't ciing nhu' c6 m()t lu'c:jng

d\1' tn1 ra't nho chi khoang vai chvc ta'n d€ dam bao giao hang dung ht;n cho hQ con

rieng vdi khach hang d~i ly chu ye'u hQ tieu thvlo~i b()t 6 Banh Ml va luc:}ng hang hQ

nh~n ciing khong 6n djnh tuy thu()c vao sO'luc:}ng hang ban ra cua hQ ciing nhu' nang

11!c v~ kho bai cua hQ kha h~n che' do d6 d€ dap ung yeu c~u cho cac dO'i tu'c:}ng

khach hang nay cong ty phai d~ ra m()t mll'c t6n kho to'i tO'i thi6u It nha't la khoang 80

ta'n tdi 100 ta'n cho m~t hang nay.

- v~ ho~t d()ng chieu thi cua cong ty bao gdm cac ho~t d()ng nhu' quang cao,kich

thich tieu thl;l va cac ho~t d()ng khuye'n mai trong th<'1i gian vita qua cong ty da thtfc

hi~n cac ho~t d()ng nhu' in t<'1 d<1i,ho~c thu' gidi thi~u gdi cho khach hang gidi thi~u

Trang33184

nang 1\}'c cong ty ciing nhu' cac san phffm cong ty dang san xua't,d6i voi vi~c quang

cao tren cac phudng ti~n thong tin d~i chung cong ty chua th\l'c hi~n vi ho~t dOng

quang cao nay ra't t6n kern va khong dem l~i hi~u qua .Tren thgc te' ciing chua c6

cong ty nao trong nghanh th\}'c hi~n vi~c quang cao nay ddn gian Ia vi khach hang

ciia cong ty Ia cac ddn vi san xua't va so' lu'cjng khong nhi~u nen chong ta c6 th~ tie'p

c~n tr\}'c tie'p de th\}'c hi~n ho~t d()ng chieu thj. Ngoai ra cong ty ciing th\}'c hi~n m()t

s6 ho~t d()ng quang cao va khuye'n mai khac cho khach hang nhtt: T~ng ao thun,n6n

co in ten va logo ciia cong ty cho khach hang ,th\}'c hi~n vi~c giam gia (50->100

d/kg) hay t~ng them san phffm ( m6i ta'n t~ng m()t bao 40 kg) d6i voi cac khach hang

Ia d~i ly tieu thv b()t mi voi so' lucJng Ion tu 100 ta'n /thang trd len .Con d6i vOi cac

khach hang Ia cong ty thi cac ho~t d()ng nay da du'cjc Idng nghep vao trong chie'n

lu'cJc gia .

Tom l~i ho~t d()ng Marketing ciia cong ty trong giai do~n vita qua du'cjc th~ hi~n

trong cac di~m m~nh va di~m ye'u sau day:

-

Hi~u bie't kha t6t v~ thj tru'CJng tieu tht.J, cac khach hang va cac d6i thti c~nh

tranh.

- Chie'n lu'

~

f)·,.'/

• •.•

tern yeu

- Chua th\}'c hi~n t6t ho~t dOng Marketing voi vai tro Ia ngttC1i mua nen con hi

d()ng trong vi~c cung ca'p nguyen li~u cho san xua't.

- Chua d~u tu' thich dang cho cong tac tie'p thj va quang ba san phffm.

-

Ho~t d()ng marketing ph\lc vv chti ye'u cho ho~t d()ng ban hang hdn Ia nghien

2.2.3 Ho11-t dl)ng cua bl) phqn tlli chinh-k( toan

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c6'u thj trl.f{Jng.

+ Nhi~m V\1 chu ye'u cua b() ph~n Tai chfnh -ke' tmin cong ty la qmin trj vo'n htu d()ng

sao cho c6 hi~u qua cao nha't .Do d~c di~m la ngu6n nguyen li~u sii' dvng cho san xua't

cua cong ty la hia ml. 100% d~u phai nh~p khffu trong d6 c6 th~ chia lam hai lm,ti la

ngu6n nguyen li~u chfnh chie'm khoang 70->80% trong cd ca'u nguyen li~u san xua't va

ph~n con l~i Ia nguyen li~u c6 tfnh cha't d~c thu dung d~ pha. tr()n vao ngu6n nguyen

li~u chfnh voi m()t ty 1~ nha't djnh tuy thu()c vao lo~i san phffm san xua't . f)~ 6n djnh san

xua't va 6n djnh cha't ht<;lng san phffm thl. ngu6n nguyen li~u chfnh phai dam bao cho san

xua't it nha't la 3 thang , voi nang h!c san xua't va tieu th1,1 hi~n t~i thl. so' vo'n bl.nh quan

cho mc3i l~n nh~p khffu cfing c~n khoang 45->50 ty d6ng do d6 va'n d~ d~t ra la cong ty

phiii tfnh toan vong xoay vo'n h.tu d()ng h<;lp ly d~ dam bao ngu6n vo'n c~n thie't cho mc3i d<;lt nh~p hang . v oi h~n muc tin dl,lng ngan hang va ngu6n vo'n hc3 tr<;l tu cong ty me(

cong ty ·hi~n c6 ngu6n vo'n htu d()ng h~n muc c6 th~ sii' dvng thu'C1ng xuyen la 6,3 tri~u

USD (khoang 100 ty) voi muc Hii sua't kha to't la 6.2%/nam va thC1i h~n cho vay la 6

thang sau m6i d<;lt giai ngan. Voi ngu6n vo'n nhu' v~y d~ khong bj d()ng trong ho~t d()ng

SXKD cong ty phai tfnh toan m()t lu'

san xua't ,d6ng thC1i trong chfnh sach ban hang cong ty cfing chie't kha'u tu 1->1,5% cho

cac khach hang tra ti~n ngay d~ ht<;lng cong n

. E>o'i voi cac ho~t d()ng khac cong ty cfing c6 ke' ho~ch thu chi ra't chi tie't du'<;lc l~p dt!

toan thu chi tru'oc hang thang d~ chu d()ng trong vi~c can do'i ngu6n vo'n phvc vv cho

cac ho~t d()ng dli<;lc kjp thC1i va hi~u qua.

+ Ke't qua ho~t d()ng SXKD va m()t so' chi tieu tai chfnh cd ban

- Nam 2005, cong ty cfi (Cong ty TNHH Toan Hling) sau du'

Toan Httng g~p nhii'ng kh6 khan nghiem trQng v~ tai chfnh do vi~c sii' dvng vo'n

khong dung m\IC dfch vao cac linh V\l'C vo'n khong phai la nang llfc chuyen mon

cua cong ty (ba't d()ng san, kinh doanh XNK). Do d6, cong ty khong du ngu6n ltfc

tai chfnh d~ duy trl san xua't nen trong nam 2005 h~ u nhu' hoan toan khong t6

chuc san xua't va ban nha may cho Cong ty FIDECO vao cuo'i nam 2005.

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- Trong nam 2006 sau khi ciing c6 va t6 chuc nh~p nguyen li~u Cong ty Phttdc An

chfnh thuc di vao san xua't vao 6 thang cu6i nam 2006

Klt qua ho{lt df)ng san xuli't kinh doanh niim 2003,2004, va 6thang 2006

Ddn vi : Tri~u VND

NAM2003

NAM2004

103,928 97,173 6,755 18 75

Doanh thu thu~n Ghi vO'n ban hang Lai g"p v~ ban hang Doanh thu ho~t di)ng_ tai chinh Chi phi hoat d(}ng tai chinh Trong d6 Hii vay

114,331 102,212 12,119 302 2,477 2,214

6THANGCUOI NAM2006 74,833 65,462 9,370 8 1,581 1,581

Chiphiho~td9ng

Chi phi ban hAng Chi phi quan I:Y doanh nghi~p Ldi nhu~n thu~n tii' boat dQng KD

2,530 842 3,325 49

Thunh~pkhac Chi phi khac Ldi nhu~n khac

684 3,427 3,686 11 0,047 11

3,858 1,366 4,720 189 108 81

3,375

4,801

3,697 517 3,179

Thu nhap tnt<1c thu~ Thu~ thu nMp doanh nghi~p Lai rong_ Lai rang I Doanh thu

3,375 0.03

4,801 0.04

0.042(0.05)

Bang2.2:

Mf)t sd chi tieu tai chfnh ca ban

DVT

2003

2004

CHiTIEU

6THANG CUOINAM 2006

1. Kha nang thanh toan

1.2

l~n

1.59

1.1

- Kha nang thanh toan ncJ ng~n h~n (=Tai san lt.m d"ng I ncJ J!g_~n h~n)

0.44

l~n

- Kha nang thanh toan nhanh

0.89

0.78

((=Tai san ltm d9ng-T6n kho)/Nd ng~n han)

2. Cd ca'u tai san va cd ca'u ngudn v6n

% %

38.5 64

41 55.7

34.8 66.7

- Cd ca'u tai san = Tai san cO' dinh/ T~ng tai san - Cd ca'u ngudn v6n = NcJ phiii tra I T~ng_ ngudn vO'n

3. Ty sua"t kha nang sinh Icti

%

4.2

3.2

4.1

- LcJi nhu~n bien t~ = Lai rang I Doanh thu

Bang2.3

Trang36/84

N gu6n : Bao cao ke't qua SXKD ciia cong ty Toan Httng nam 2003,2004 va nam

2006 ciia cong ty Phu'oc An

Nhin vao bang thO'ng ke tren day ta tha'y cong ty ciing ciing c6 St! tang tru'dng dang

k~ ca doanh thu va 'l

nh~n cong ty ca ban Hinh d~o chua tung c6 kinh nghi~m trong nganh san xua't nay va

mt.~c tieu ciia nam 2006 la ciing cO' va cO' gifng khong bi 16 do d6 vdi nhii'ng gi da lam

du'

CBCNV cong ty va bu'dc d~u da khiing djnh hu'dng di dung difn ciia minh.

Tom l~i ho~t d9mg ciia b9 ph~n tai chlnh ke' toan c6 nhii'ng net chinh nhu' sau:

- C6 kha nang huy d9ng va sii' dt.~ng cac ngu6n lt!c v~t cha't d~ ph1,1c Vt.I cho ho~t

d9ng san xua't kinh doanh ciia cong ty.

-

flu'

vO'n va cac ho~t d9ng nh~p khffu nguyen li~u cho san xua't (100% nguyen li~u

cho san xua't la nh~p khffu).

- Chi phi huy d9ng vO'n tha'p.

- Phan b6 ngu6n vO'n cho cac ho~t d9ng ciia cong ty h

ti~n htu thong m9t each hi~u qua .

~

.. n·A .... ulem yeu

- Vong quay vO'n htu d9ng con ch~m binh quan 3,5 thang/vong do d6 chi phi sii'

dt.~ng vO'n vay kha cao anh hu'dng de'n l

- Nang lt!c chuyen mon ciia b9 ph~n TC-KT chua dap ung du'

ty trong di~u ki~n c~nh tranh ngay cang gay gift.

Trang 37184

Vi~c t6 chuc h(lch tmin ke' tmin con chu'a mang tfnh Iqp thC1i do d6 can trl1 dang

k~ cho Hinh d(lo cong ty trong vi~c danh gia tinh hlnh va ra cac quye't djnh tai

-

2.2.4 Hoq.t dQng qudn tri chdt lll{lng

chfnh.

E>O'i vdi cong ty thl cha't lu'

hi~u theo nghia Ia lam ra cac san ph§m thoa man yeu c~u thi tru'C1ng vdi chi phi tha'p

khong c6 nghia la lam ra cac san ph§m rna mlnh cho la to't rna cha't lu'

+ Xay dtfng m()t h~ thO'ng ki~m tra cha't lu'

nha't .E>~ d(lt du'

bao du'Bng djnh ky cha't lu'

+ Cac tieu chu§n cha't lu'

d()ng ,quan ly ,ban hang

din ell' vao yeu c~u ctia khach hang v~ cac tieu chu§n ky thu~t .Ching h(ln nhu' cha't

lu'

d() tro, d() ding dll't, mau sii:c ctia b()t .. ,con d6i vdi cha't lu'

du'

nh~p du'

di~m 10 va cuO'i mfii quy cong ty se t6ng ke't d~ danh gia tlnh hlnh thtfc hi~n cha't

hang va thu ti~n dung h(ln, thC1i gian du'a m()t san ph§m mdi ra thi tru'C1ng va tham

+ Tie'n trlnh thtfc hi~n cha't lu'

lu'

theo dung cac quy trlnh d~ ra d6i vdi ta't ca cac b() ph~n ,chiing h~n nhu' vdi bQ ph~n

san xua't vi~c ki~m tra cha't lu'

nguyen li~u len h~m tiv~ cac chi tieu nhu' :Cha't lu'

tr()n,thC1i gian ii nguyen li~u ,cha't lu'<;fng nguyen li~u tru'dc khi du'a vao may nghi~n

Trang38/84

.Trong qua trlnh san xua't ell' 60 phut thl KCS se la'y m§u d~ ki~m tra cac thong sO' ky

thu~t .San phim chi du~c nh~p kho khi co gia'y xac nh~n ciia KCS thrtnh phim v~

dam bao tieu chuin ky thu~t kern theo ta't ca cac bao cao ciia cac b(> ph~n co lien

quan de'n ca san xua't nhu tru'Ong ca ,KCS nguyen li~u. Chfnh vi vi~c ki~m tra cha't

lu

cao v~ cha't lu

+Chi phi v~ quan tq cha't lu

bao g6m chi phi nhu :Ti~n ludng va may moe ,thie't bi ,v~t li~u cho cong tac ki~m tra

cha't lu

cha't lu

Tom l~i cong tac cha't lu<;1ng ciia cong ty co m(>t s6 di~m m~nh va di~m ye'u sau:

- Co h~ thO"ng ki~m tra cha't lut each thu

xuyen va nghiem ng~t.

- Cac chi phi danh gia cha't lu

- Khach hang CO phan ung tfch ClfC dQ"i Vdi cha't lu

ca cac khach hang kho tinh nha't.

E>i~m ye'u

•!•

- Chua co kha nang thfch nghi cao dO"i vdi yeu c~u thay dGi hay hi~u chinh cha't

lu

2.2.5 Ho~t d~ng nghi~n cdu phat tri~n

Cong ty luon xac dinh va hi~u ro cong tac nghien CUu va phat tri~n dong vai tro ra't .

quan trQng dO"i vng

nghien ctl'u va phat tri~n luon du

hi~n qua cac n(>i dung sau day.

Trang39/84

- H~ th6ng may moe do lu

+ Nhi~m vv ciia b(> ph~n R&D la nang cao cha't lu

hao nguyen li~u va chi phi san xua't ,cai tie'n quy trlnh san xua't va cho ra cac san

phffm mdi c6 sue c~nh tranh cao tren thi tru'C1ng d~ cuo'i cung d~t mvc tieu d~ ra la

+ Hlnh thuc R&D ciia cong ty la S\1' ke't h

xay dt!ng Phudc An trd thanh m(>t thudng hi~u m~nh tren thj truC1ng.

d~ c6 th~ dap ung du

thue ngoai.Si'1 di c6 st! ke't hi ngii can b(> ciia cong ty chua dii m~nh

cong t4c nay ciing chua d~y dii do m(>t so' thie't bi nghien cll'u ra't da't va khong sii'

+ Chi phi d~u tu cho cong tac R&D ciing kha cao dt! tinh trong nam 2007 chi phi mua

dvng thuC1ng xu yen nen trong m(>t so' tru'C1ng h

sa'm may moe thie't bj va cong tac nghien CUu khoang 3 ty dGng va cac nam sau ti't

nay tdi nam 2010 mfii nam phai chi them khoang 1 ty d6ng d~ mua sa'm va d6i mdi

cong ngh~ song hi~u qua dem l~i ciing ra't dang khich 1~. NhC1 cong tac R&D trong

nam 2006 va 3 thang d~u nam 2007 cha't lu<;1ng san phffm ngay m(>t nang cao ,giam

djnh muc tieu hao nguyen li~u binh quan khoang 1,5% ,san phffn ciia cong ty ngay

2.2.6 Ho{lt d9ng mua hlmg

Ho~t d(>ng mua hang ciia cong ty bao g6m cac chi phi d~u vao nhu mua nguyen v~t

li~u ,bao bi ,di~n ,nhien li~u .. vv . N6i chung thi cac ye'u to' d~u vao ngoai nguyen

li~u chinh thi cong ty d~u c6 th~ mua trong nude theo yeu c~u phat sinh hang thang

cang c6 sue c~nh tranh tren thj tru'C1ng.

vdi gia ca va cha't lu<;1ng phu h

d(>ng mua hang chii ye'u chi t~p trung vao nguyen li~u chfnh la Ilia mi nh~p khffu vdi

cac ye'u to' lien quan sau day.

mu6n nh~p }(ic nao ciing du

+Do ngudn nguyen li~u(NL) chinh phai nh~p khffu 100% va khong phai cong ty

ngudn NL chinh nay thu'C1ng thi phai nh~p hang xa vdi so' lu

Trang40/84

cac chi phi phat sinh nen cac nha cung ca'p nude ngoai thuC1ng ghep(comby) ti't 5->10

chii hang tren cung m(>t tau khoang tu 50.000->60.000 ta'n .vm sue chua ciia kho

nguyen li~u hi~n tf;li t6i da khoang 20.000 ta'n va nhu c~u san xua't ciing nhu' gia ca

tung th<1i di~m cong ty nh~p khoang tu 8.000 toi 15000 ta'n.

+ Vi~c mua hang ciia cong ty dtt ph~n chuyen trach la phong ke' hof;lch

kinh doanh tren cd so cac h

va gia ca ciing nhu' dt! bao thi tru'C1ng trong va ngoai nu'oc b(> ph~n nay se len ke'

hof;tch nh~p hang va thttdng ltt

kha ro thi trtt<1ng trong va ngoai nttoc d6ng thoi lu'

chie'm ty 1~ cao hdn cac khach hang cung nh~p tren m(>t tau c(>ng voi quan h~ ch~t

che vdi nha cung ca'p nen cong ty thu'C1ng c6 gia nh~p bhng ho~c tha'p hdn cac chii

hang khac tf;li cung th{1i di~m

+ Do tlnh cha't la gia ca nguyen li~u len xu6ng ra't tha't thu'C1ng va thu'C1ng trong hai

nam g~n day gia len do cac ye'u t6 nhtt th<1i tie't khong thu~n l

tr6ng tr<;>t h1a ml bi thu h((p tf;li m(>t s6 nu'oc xua't khffu Ion trong khi gia cii b(>t ml

trong nu'oc lf:li khong th~ len theo cung ty 1~ vl the' trong tu'dng lai cong ty ciing phai

tinh toan chie'n lu'

muc t6i thi~u cac rui ro do bie'n d(}ng gia nguyen li~u.£>~ th\l'C hi~n vi~C nay cong ty

dang CO ke' hOf;tCh mo r(}ng h~ thO'ng kho chU'a nguyen li~u len khoang 50.000 ta'n

dGng th<1i h(>i nh~p v~ phia sau bhng each lien ke't voi m(>t nha cung ca'p chie'n lu'

d~ nh~p nguyen li~u vao th<1i di~m thich h

ch~m voi mU'c lai sua't ttu dai dGng thC1i ky cac hSfp d6ng cung ca'p voi s6ltt

cho m(>t ho~c hai khach hang Ion trong nu'oc dt! 6n dinh san xua't.

Tom lf;li v~ hof;tt d(>ng mua hang hi~n tf;li cong ty c6 m(>t sO' dit!m dang lttu y nhu' sau:

E>i~m manh

- C6 ttu the' trong thu'dng lu'

- C6 quan h~ t6t voi m(>t sO' nha cung ca'p.

Trang41/84

- Viec mua hang dtt<;fc chuyen mon hoa va thlfc hien c6 hieu qua.

- C6 kha nang h<;Jp tac Hiu dai do'i vdi cac nha cung ca'p.

Di~m ye'u

- Kha nang phat tri~n ngu6n hang mdi con h~n che'.

- Chua thgc wen dtt<;fc viec h9i nh~p phfa sau do'i vdi cac nha cung ca'p.

- Kha nang tim kie'm ngu6n nguyen lieu gia tha'p d~ h3 tr<;f cWe'n ht~c c~nh

tranh con bj h~n che'

2.2. 7 Hoq,t d9ng qudn trj nhan s(l

Day la ho~t d9ng cong ty xac djnh la ho~t d9ng trQng tam va phai thgc hien m9t

each thu'C1ng xuyen,lien tl,lc d~ l~p nen m9t d9i ngii chuyen nghiep ,giln b6 vdi cong

ty d6ng thC1i dap ung dtt~c yeu c~u c~nh tranh ngay cang gay gilt tren thi trttC1ng

Tinh hinh nhan Slf hien t~i cua cong ty mdi chi (J muc dap ung du'~C yeu C~U Wen

t~i.Hien chi c6 b9 ph~n R&D va b9 ph~n kinh doanh la c6 m9t so' di~m vu'~t tr9i so

vdi cac do'i thii c~nh tranh con cac b9 ph~n khac chua d~t dtt<;Jc tfnh chuyen nghiep

theo yeu c~u m~c du v~ tinh th~n lam viec ,slf giln b6 vdi cong ty qua cac d~t danh

gia ngttC1i lao d9ng thu dtt~c ke't qua kha t6t .Cong nhan tlf nguyen dang ky lam them

giC1 va ty 1e cong nhan nghi viec trong thC1i gian vita qua la khong dang k~ song trlnh

d9 cong nhan noi chung la kha tha'p h~u he't v~ hQc va'n mdi chi dung l~i (J b~c phc1

thong do do kha nang tie'p thu cong nghe con nhi~u h~n che' .Trude tlnh hlnh do

trong th(fi gian vita qua cong ty da rna nhi~u ldp hua'n luyen t~i ch3 cho cong nhan

phc1 thong con do'i can b9 ky thu~t va ngWep V\1 thl m9t m~t cong ty thue chuyen gia

ben ngoai vao hua'n luyen,m~t khac cong ty CO chfnh sach khuye'n khfch di hQC (J ben

ngoai kinh phi se do cong ty dai thQ.

Cung vdi cac chfnh sach hua'n luyen va dao t~o d9i ngii hien hi1u cong ty ciing co

chlnh sach tuy~n dl,lng cac chuyen gia hang d~u co kinh nghi~m lau nam trong ngh~

d~ v~ nifm cac khau chii cho't trong cong ty vdi muc thu lao xung dang .Chfnh nhC1

Trang42/84

cac cbuyen gia nay rna trinb d() cua d()i ngii cac b() ky tbu~t ciing nbu' cong nhan ky

tbu~t da tang len dang k~ trong tbCJi gian vii'a qua.

Tom l(li bo(lt d()ng quan tri nban st;t ciia cong ty c6 nbii'ng net cbinb sau:

•!• Bi~m manb

- Cac cbinb sacb tuy~n m(), bua'n luyen pb1,1c VlJ tu'dng d6i t6t cbo nbu c~u sii'

,d1,1ng.

- Ngu6n nban lt;tc bien t(li da du'~c b6 trl va sii' dvng b~p ly.

- Cac cbinb sacb ti~n lu'dng, tbu'l1ng v~ cd banda dap ung yeu c~u cua ngu'C1i lao

d()ng.

- Ba bu'dc d~u pbat buy du'~c cac kha nang va sang kie'n ciia CB CNV.

- NguCJi lao d()ng yen tam lam viec lau dai vdi cong ty.

•.• .utem yeu • n·A> ""

-

S6lu'~ng va cd ca'u ngu6n nhan lt;tc chua dap ung du'~c tbeo yeu c~u phat tri~n

ciia cong ty.

- Trinh d() van boa va cbuyen mon ciia ngu'C1i lao d()ng chua dap ung du'~c yeu

c~u lam chii cong nghe mdi.

- Cbu'a c6 m()t cbie"n lu'~c toan dien v~ hua'n luyen va tuy~n d1,1ng ngu6n nhan lt;tc

""

cao cap.

Trang43/84

Ma trl)n danh gia nt)i bt? !FE

Cac y@u t6b@n trong

PhAnlo~i

MdcdO quan trQD2 0,1 0,15 0,15 0,15 0,1 0,1 0,05 0,05 0,05 0,1

2 3.5 3 3 3 3 2 1 2 3

S6diimquan trQne 0,2 0,53 0,45 0,45 0,3 0,3 0,1 0,05 0,1 0,45

1. Ho~ t d(lng marketing 2. Cha't ht

C(lng

1

2,93

·Bang 2.4

~ Nhan xet: S6 di~m quan trQng trong t6ng c()ng Ia 2,93 cho tha'y cong ty dang (J vi tri

trung blnh kha v~ chie'n ltt

nang cao nang h,tc quan tq, t6 chll'c l~i cd ca'u b() may ,d6ng thCii tang cu'Cing cong tac

nghien c6'u phat tri~n d~ dap U'ng yeu c~u ngay cang cao cua thi tru'Cing v~ da d~ng

h6a san phffm ciing nhu' kha nang quan tq. Ho~t d9ng Marketing ciing c~n phai d~u

tu' thich dang d~ c6 th~ nifm bitt du'

Tu ke't qua phan tich moi tru'Cing ben trong cua cong ty, ta c6 th~ xac djnh du'

chie'n ht

+ Nang l\fc loi cua cong ty Ia san xua"t ra cac san phffm bQt ml cao ca'p d~ trd thanh

m()t s6 chi tieu nhu' sau:

doanh nghi~p vfi'ng m~nh trong linh V\l'C san xua't bQt ml. Tuy nhien cong ty ciing

c6 m9t s6 ye'u di~m c~n khifc phvc nhu' ngu6n cung ca'p nguyen li~u con chu'a 6n

ph~n dffy m~nh ho~t d9ng SX KD m9t each c6 hi~u qua. Ho~t d()ng Marketing

djnh, d6ng thCii phai thu'Cing xuyen dao t~o, b6i du'tlng d9i ngii CB CNV d~ gop

cua cong ty chu'a du'

Trang44/84

chu'a r9ng rai, nha"t Ia cac san phffm mdi cua cong ty.

+ Tay ngh~ chuyen mon: lam chu cong nghc$ san xua't b(>t ml, nhC1 c6 d(>i ngii CB

CNV c6 kinh nghic$m Hiu nam trong ngh~. Do d6, dam bao duy trl va nang cao

ch(t ht<;lng san phffm cfing nhu' vic$c da d~ng boa san phffm du'<;IC tht!c hic$n khong

g~p nhi~u kh6 khan m~c du cha't lu'<;lng nguyen lic$u khong phai hie nao ciing 6n

djnh do ngu6n cung ca'p nguyen lic$u nh~p khffu til' cac nu'dc khac nhau.

+ Nang lt!c ti~m ffn: Til' the" m~nh v~ tay ngh~ chuyen mon nhu' da n6i (J tren, cong

ty c6 kha nang dffy m~nh vic$c san xua't cac san ph~m til' b(>t mi va cac phv phffm

til' b(>t mi d~ cho ra cac san phffm c6 gia tri gia tang cao nhu' san xua't cac lo~i

thuc an nuoi tom, ca va thuc an gia sue.

2.3 NHUNG TAC DQNG CUA MOl TRUONG DEN HO~ T DQNG CUA

CONGTY

2.3.1Moi tntilng vi mo

};;>

Ye"u to' kinh te"-chinh tri

Vic$t Nam da trd thanh thanh vien chinh thuc cua hic$p h(>i cac nu'dc E>ong NamA

(ASEAN) til' thang 7/1995, du'<;lc ke"t n~p vao di~n dan h<;lp tac Chau A- Thai Binh

Du'dng (APEC) thang 1111998, va gia nh~p t6 chuc Thu'dng m~i The" gidi WTO thang

10 /2006. E>6ng thC1i Vic$t Nam da va dang ky ke"t cac hic$p djnh thu'dng m~i song

phu'dng va da phu'dng vdi cac quo'c gia tren the" gidi. E>~c bic$t Ia Hic$p dinh Thu'dng

m~i Vic$t My da du'<;lc ky ke"t vao 1817/2000 va da du'<;lc Quo'c h(>i hai nude thong qua.

Trong bo'i canh md caa va h(>i nh~p tren, Vic$t Nam se c6 di~u kic$n md r()ng thi

tru'C1ng, thuc dffy qua trinh tt! do thu'dng m~i, khuye"n khich phat tri~n cong nghic$p

che" bie"n phvc vv mvc dich xua't khffu, dam baotang tru'dng kinh te" va phat tri~n da't

nu'dc theo hu'dng cong nghic$p boa, hic$n d~i boa.

Cong nghc$ che" bie"n tht!c phffm Ia m(>t trong nhii'ng nganh cong nghic$p chu lt!c

cua Vic$t Nam hic$n nay. Hic$n ca nu'dc mdi c6 627.964 cd s(J san xua't, che" bie"n cong

nghic$p. Trong d6, c6 tdi 228.982 ddn vj san xua't, che" bie"n cong nghic$p tht!c phffm,

Trang45/84

chie'm 36,5 % v~ s6 ddn vi cd sd ciia nganh cong nghi~p che' bie'n. Gia tq san xua't

nganh cong nghi~p thgc ph§m d1;1t 49.388,6 ty d6ng nam 2001 (Tinh theo gia c6

djnh) chie'm 27,1 % t

tntdng binh quan (ti'i 1996 de'n 2000) la 7,42%/nam. San xua't b()t mi va cac san

ph§m ti'i b()t mi nhu' mi an li~n. banh, mi s<;Ji, mi trung ... v. v ... Trong giai do1;1n hi~n nay

dang phai d6i d~u vdi nhii'ng thach thuc mdi d6 la cac ye'u t6 bao h(), bao ca'p d6i vdi

cac doanh nghi~p dang tung bu'dc bi cii:t bo, nhi~u lo1;1i chi phi d~u vao gia tang

(NVL, v~n tai). E>6i thii c1;1nh tranh ngay cang nhi~u va muc d() c1;1nh tranh ngay cang

gay gii:t.

};;>

Ye'u t6 v~ tu' nhien xa hoi

Cong ty d6ng tren dja ban huy~n Thu~n An - Tinh Binh Du'dng ndi c6 m~t d() dan

cu' tu'dng d6i tha'p, tren vimg da't tu'dng d6i cung phil h<;Jp vdi vi~c xay dgng cac cong

trlnh cong nghi~p. Ngoai ra vj tri dja ly ciia cong ty cling ra't phil h<;Jp cho vi~c cung

ca'p nguyen li~u cling nhu' tieu thQ san ph§m. Do each cac cang t1;1i Tp H6 Chi Minh

30 km nen thu~n ti~n cho vi~c v~n chuy€n NVL v~ cong ty va khach hang tieu th\1

vdi s6lu'<;Jng ciia cong ty nhu' ACECOOK va A Chau hay Thanh Tam chi each cong

ty c6 khoang 3 ->5km. Do d6 ra't thu~n l<;Ji cho vi~c tieu ph\1 san ph§m vdi chi phi

v~n chuy€n c6 th€ coila tha'p nha't so vdi cac doanh nghi~p cilng nganh.

};;>

Ye'u t6 v~ khoa hoc cong nghe

Trong di~u ki~n khoa hQC va cong ngh~ dang thay d6i m()t each nhanh chong.

Thoi gian ti'i khi c6 phat minh de'n khi c6 san ph§m ngay cang rut nga:n. Do d6 doi

hoi cong ty phai khong ngi'ing c~p nh~t nhung kie'n thuc v~ khoa hQc-cong ngh~ lien

quan de'n nganh che' bie'n b()t mi d€ san sang trang bj khi c6 di~u ki~n nhhm ngay

cang nang cao nang ltfc Cl;lnh tranh cua cong ty V~ cha't lu'<;Jng cling nhu' gia Ca san

ph§m.

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2.3.2Moi tniilng vi mo

DO'i thu Cl:lnh tranh chinh cua cong ty chfnh la cac nha may san xua't b()t mi. Theo

thO'ng ke' thl (J Vi~t Nam c6 cac nha may san xua't vdi cong sua't nhtt sau :

Danh m1,1c cac nha rna y (J Vi~t nam

Dia dilm

Nha may san xua't b(}t mi

C6ng sua't/thang

Blnh Dong - Vinafood 2 Blnh An - Vinafood 2 Vikybomi- Cang ty Dai Phong Dai Phong Thii DU'c Thai Nguyen

Hd Chi Minh Hd Chi Minh Hd Chi Minh ChThd Hd Chi Minh Hd Chi Minh Hd Chi Minh Hd Chi Minh Blnh Dttdng Blnh Dttdng Blnh Dttdng BlnhDttdng Blnh Dttdng BlnhDttdn2 Ba Ria - Viin2 Tau Ba R}a- Vung Tau Ba Ria - Vung Tau Ha Long Ha N(>i Hiii Ph0n2 B~c Ninh Httng Yen Vinh Da Nang

22,000 10,000 7,500 4,000 4,500 4,500 4,000 4,500 7,500 6,000 5,000 4,500 4,500 7,500 10,000 15,000 9,000 15,000 4,500 9,000 4,500 4,000 7,500 4,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

MinhNh~t Phtt~c Sinh Phtt~c An Trung Nam - Cang ty Thu~n An Blnh Dttdng - Cong ty NgQc Quang Thai Blnh Dttdng S6ng Th~n - Cong ty Hi~p Lttc Cong ty Uni-President Vi~t Nam Nha may b(>t ml VietNam lnterflour Vietnam Nba may b(>t ml Mekong Virna flour Ha N(>i- Temasuco Biio Phtt~c Tie'n Hung Ye'n My - Cang ty Ha Blnh Hung Quang Vi~t Y- Foodinco

Bang2.S

Tir danh sach cac cong ty tren day ta c6 th~ phan chia cac dO'i thu c1:1nh tranh tren

lam2nh6m:

• Nh6m cac doanh nghi~p c6 vO'n d~u tu' nude ngoai rna d1:1i di~n (J day la Uni

President Vietnam Co., Vietnam Flour Mills Ltd (VFH), Interflour VN, Mekong

Flour Mills, Vimaflour. Day Ia cac doanh nghi~p c6 vO'n d~u tu' nude ngoai 100%. H<;>

c6 cong ngh~ hi~n dl:li, kinh nghi~m lau nam trong nganh san xua't b()t ml (tren 40

Trang47184

nam), hQ c6 d()i ngii chuyen gia nude ngoai nhi~u kinh nghiem phv tnich (J cac khau

then cho't cua cong ty nhu' T6ng giam do'c, giam do'c tai chinh, giam do'c san xua't,

phv trach ky thu~t..Cac doanh nghi~p nay c6 nang lgc tai chinh ddi dao day Ia m()t

u'u the' vl hQ thu'<1ng qua cong ty m¥ (J nude ngoai mua hang vdi s6 lu'<;lng ldn. Ta't

nhien Ia vdi gia c~:tnh tranh hdn so vdi cac doanh nghi~p Vi~t Nam thu'C1ng phai mua

hang thong qua cac cong ty thu'dng m~:ti nu'dc ngoai c6 van phong d~:ti dien t~:ti Vi~t

Nam. Thi ph~n cua cac doanh nghi~p nay (J thi tru'C1ng Vi~t Nam Ia phan khuc tbi

tru'C1ng san phffm vdi cha't lu'<;lng kha va cao ca'p. Tuy nhien hQ ciing c6 nhii'ng di~m

ye'u chdng h~:tn nhu' chi phi d~u tu' ra't cao d~n de'n chi phi kha'u hao cao, h~u he't cac

doanh nghiep nay d~u (J xa ndi tieu thv (khoang 90 km). Di~u nay d~n de'n chi phi

tieu thv san phffm ra't cao, m~t khac h~u he't cac san phffm cua hQ d~u sii' dvng cac

nguyen li~u vdi cha't lu'<;lng kha va cao ca'p, do d6 gia thanh san phffm cua hQ ciing

kha cao.

• Nh6m cac doanh nghiep Viet Nam Ia ph~n con l~:ti. Ngo~:ti trit cong ty b()t ml

Blnh Dong Ia doanh nghi~p c6 kinh nghiem lau nam trong nganh con da so' cac

doanh nghi~p con l~:ti mdi thanh l~p va hQ d~u Ia cac doanh nghi~p c6 ph~n ho~c

cong ty TNHH ra d<1i sau khi lu~t doanh nghi~p c6 hi~u lgc. ·

Cac doanh nghi~p Vi~t Nam c6 m()t so' d~c di~m chung Ia da ph~n trong so' hQ tru'dc

day Ia cac d~:ti ly b()t ml (nhu' D~:ti Phong, Thu DU'c, Thai Nguyen, Minh Nh~t, Toan

Hu'ng, Trung Nam, Hiep Llfc ... ), do d6 hQ c6 m()t m~:tng lu'di tieu thv ra't r()ng rai va

hQ hi~u kha ro v~ thi tru'C1ng b()t ml t~:ti Vi~t Nam. Song ngu'<;lc l~:ti. hQ l~:ti c6 cac di~m

ye'u ra't cd ban nhu' nang llfc quan ly h~:tn che', da ph~n trong so' hQ d~u quan ly theo

ki~u gia dlnh. HQ khong c6 kinh nghi~m trong quan ly san xua't. May moe thie't bi thl

da ph~n la may mdi song cong ngh~ thl khong mdi vida s

trang bi may Trung Qu

yeu c~u v~ lo~:ti san phffm cao ca'p cho thi tru'<1ng, do d6 da ph~n san phffm cua cac

nha may nay Ia cung ca'p cac san phffm ca'p tha'p va ca'p trung blnh cho thi tru'<1ng.

Ciing c~n n6i them m()t chut Ia t~:ti sao da so' cac nha may nay l~:ti trang bi may m6c

Trang48184

Trung QuO'c. Ly do thu nha't nhu' da n6i (J tren, da sO' hQ la d~;ti ly b()t mi Binh dong (J

th(1i bao ca'p khi rna cung ft hdn C~U Va lo~;ti b()t mi nao ciing CO th~ ban du'<;jC va da

ph~n trong sO' hQ d~u c6 l<;1i nhu~n cao. C6 levi ly do d6 rna khi trang bj may m6c hQ

khong chu trQng nhi~u de'n cong ngh~ hi~n d~;ti . Ly do thu hai Ia gia ca may m6c

nh~p tit cac nu'dc chau au thu'ong m~c hdn tit ba tai bO'n l~n so gia may nh~p tit

Trung QuO'c va da ph~n trong sO' hQ khong dti nang h.tc tai chinh d~ nh~p .Nhu'ng gio

day khi xua't hi~n cac doanh nghi~p nu'dc ngoai va nhu c~u san phffm cao ca'p ngay

cang cao thi hQ thlfc slf g~p kh6 khan.

M()t di~m ye'u nii'a ctia cac doanh nghi~p Vi~t Nam n6i chung la nang llfc tai chinh bi

h~;tn che'. Di~u nay anh hu3ng ra't ldn de'n nang llfc c~;tnh tranh ctia hQ. Ciing c~n n6i

them ding 100% nguyen li~u cho cac nha may nay la nh~p khffu lua mi tit nude

ngoai. Do tinh cha't mila V\1 nen gia ca nguyen li~u giao d()ng ra't ldn c6 khi tdi 30-

40%. Chinh vlly do d6 ne'u khong c6 nguyen li~u dlf trii' vdi gia ca h<;1p lyv thl h~u

nhu' khong th~ c~;tnh tranh du'<;1c vdi cac doanh nghi~p c6 vO'n d~u tu' nude ngoai. Do

phai dlf trii' nguyen li~u va khi ban hang thu'ong thl khoang 45 ngay mdi thu ti~n v~

du'<;1c nen vO'n htu d()ng ctia cac doanh nghi~p trong nganh thu'ong la kha ldn khoang

tit 4-6 tri~u USD. Vdi lu'<;1ng vO'n htu d()ng nhu' v~y va cac di~u ki~n cho vay hi~n nay

ctia cac ngan hang thu'dng m~;ti (J Vi~t Nam thl ro rang la khong it doanh nghi~p g~p

kh6 khan v~ vO'n.

• Nhung khach hang (ngu'C1i mua):

Khach hang chti ye'u ctia cong ty( ph\11\lc sO' 5) g~m c6 cac nha may san xua't ml an

li~n nhu' cong ty thlfc phffm A Chau, cong ty ACECOOK Vi~t Nam, Cong ty Thien

Hu'dng, Cong ty Thanh Tam, Phu'dng Dong . Cac cong ty nay tieu th\1 khoang 70-

>80% san lu'<;1ng hang nam ctia cong ty

Cac cong ty san xua't thuc an nuoi tom nhu' cong ty Vi~t Bi, cong ty Vi~t

Thai.,Tomboy, Unipresidertt,

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Oic cong ty san xua't thuc an gia sue nhu cong ty Thanh L<;Ji, cong ty Lai Thieu, cong

ty Phu L<;Ji ...

Cac d~i ly tieu th\1 ( khoang 20 d~i ly ) tu Da Nang trd vao ,cac d~i ly nay tieu th\1

chii ye'u la m~t hang b()t d€ lam 6 banh mi va banh ngQt cac lo~i

Cong ty san xua't banh k~o Bibica.

M~c du hi~n nay nhu c~u b()t mi ngay cang cao nhttng vdi s\1' ra d<1i ciia hang lo~t

nha may tu khoang nam 2002 tdi nay .D~c bi~t la s\1' xua't hi~n ciia cac doanh nghiep

100% vo'n nude ngoai , do do nguoi mua co the' m~nh hdn nguoi ban. D~c biet Ia

nguoi mua giO day co nhi~u s\1' lt!a chQn hdn do ngay cang nhi~u doanh nghiep co

kha nang dap ung du<;Jc yeu c~u cha't lu<;Jng ciia h9 k€ ca lo~i san ph~m cao ca'p. Do

d6 hQ co quy~n tra gia, ep gia, doi hoi cha't lu<;Jng cao hdn va phai lam nhi~u cong

vi~c dich V\1 hdn.

• Nhii'ng nha cung ca'p

Cac nha cung ca'p ciia cong ty chii ye'u la:

Cac nha cung ca'p nguyen li~u: do nguyen li~u ciia cong ty 100% phai nh~p kh~u

tu nude ngoai do do cac nha cung ca'p nguyen li~u co vai tro ra't quan trQng do'i vdi

vi~c 6n dinh san xua't ciing nhu cha't lu<;Jng san ph~m. Ngo~i trli cac doanh nghi~p co

vo'n d~u tu nude ngoai la hQ nh~p kh~u nguyen li~u tu nude ngoai thong qua cong ty

m~ con ta't ca cac doanh nghi~p VietNam d~u phai nh~p hang thong qua cac cong ty

nude ngoai co van phong d~i di~n t~i Vi~t Nam vdi so'lu<;Jng nh~p kh~u it nen h~u

nhu m6i tau hang nh~p kh~u v~ h9 thuong ghep tu 5-10 chii hang vietNam. Tuy s6

lu<;Jng nh~p va uy tin ciia doanh nghi~p thi gia ca tren cung m()t chuye'n hang nay

ciing ra't khac nhau giii'a cac chii hang. Co khi cung m()t so'lu<;Jng nhu nhau tren cung

m()t chuye'n tau rna chii hang nay co th€ phai thanh toan nhi~u hdn chii hang khac

khming 50.000 USD->70.000USD (cho 10.000 ta'n nguyen li~u). Chinh vi ly do do

vai tro cua nha cung c(p nguyen lieu cfing tac d(}ng r(t ldn de'n nang 1\l'C C~nh tranh

v~ gia ciia cac doanh nghi~p Vi~t Nam noi chung va ciia cong ty Phudc An n6i

TrangS0/84

rieng. E>6 Ia chua n6i d~n cha't ltt<;1ng nguyen li~u do da ph~n nguyen li~u dung cho

san xua't b(>t ml t1;1i Vi~t Nam la nguyen li~u ca'p trung va ca'p tha'p (chi~m khoang tu

70%-80% trong cd ca'u nguyen li~u chi c6 tU 20%-30% la nguyen li~u ca'p cao), do

d6 c6 m()t s6 chi tieu cha't lti<;fng cua lol;li nguyen li~u nay khong c6 trong h<;fp ddng,

di~u nay d~n d~n cha't lti<;fng nguyen li~u cua cac lo hang nay ciing ra't khac nhau va

chi c6 nha cung ca'p mdi bi~t ro cha't ltt<;fng , do d6 uy tin cua nha cung ca'p trong

tniong h<;fp nay la ra't quan trQng.

Cac ngan hang vdi vai tro la nha cung ca'p tin dvng ciing anh httong ra't ldn d~n

ho1;1t d()ng san xua't kinh doanh cua Cong ty. Do delle thu cua nganh san xua't Ia phai

dt! trii' nguyen li~u d~ 5n dinh san xua't it nha't la khoang 3 thang va khi ban ra thl

khoang 45 ngay sau mdi thu ti~n v~, do d6 d~ dam bao tai chinh cho ho1;1t d()ng blnh

thu'ong cua Cong ty thl ciing c~n khoang 4-6 tri~u USD v6n htu d()ng tuy tung thoi

di~m, trong d6 lu'<;fng v6n vay ngan hang ciing khoang 80% v6n htu d()ng c~n thie't.

Do la doanh nghi~p ngoai qu6c doanh nen di~u ki~n d~ ngan hang cho vay tntdc h~t

Ia phai c6 tai san th~ cha'p rna cac ngan hang chi cho vay t6i da la 80% gia tri tai san

the' cha'p theo djnh gia cua ngan hang con theo gia tri th~t thl c6 le chua tdi 50% gia

tq tai san th~ cha'p. E>6 la ba't d()ng san con tai san la c6 phieu cua cac Cong ty thl

con t~ hdn nhi~u. Ngan hang chi cho vay b~ng 90% m~nh gia c5 phi~u melle du c6

phie'u d6 dang giao djch tren thj tntong vdi gia ga'p 4 l~n m~nh gia. Tu th\l'c t~ tren

cho tha'y ti~p c~n ngudn v6n tin dvng cua ngan hang la khong ddn gian do d6 chii

y~u ngudn nguyen li~u cua Cong ty nh~p thong qua Cong ty mtt la Cong ty Fideco.

E>~ danh gia ky hdn d6i thu Cl;lnh tranh ta dung rna tr~n hinh anh Cl;lnh tranh du'<;fC

danh gia thong qua cac nh6m tieu chi sau:

{1) Nang 1\l'C Marketing va ban hang

(2) Kha nang tai chinh

(3) Kha nang c1;1nh tranh v~ gia

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(4) M~ng htdi phan pho'i

(5) L

(7) Cha"t h.t

(6) Nang hfc san xua"t

(8) Kha nang da d~ng h6a san phffm

(9) Cha"t ht

Trong cac nh6m tieu chi tren ngu'C1i vie't tie'n hi'tnh khao sat nh~n thuc ciia cac

cong ty /d~i ly v~ m(>t so' va"n d~ lien quan tdi hlmh vi tieu thv ciia hq do'i vdi san

phffm ciia cac cong ty san xua"t b(>t ml (J phia nam vdi cac d~i di~n tieu bi6u g6m

Mekong Flour mills,Phu'dc An, Trung nam .Rieng nh6m tieu chi (9) du'

qua khao sat tht!c te' va tren quan di6m ,nh~n thuc ciia ngu'C1i vie't .

Bang cau hoi c6 19 tieu chi va du'

(xem ph\11\IC 6) .Trong bang cau hoi thang do 5 di6m d6 th6 hi~n muc d(> d6ng y ciia

khach hang :1= Khong d6ng y ,2=it d6ng y 3=kha d6ng y ,4=d6ng y ,5=hoan toan

d6ng y v(li thang di~m tu'dng ung la :0,1 ,2,3,4

TGng so' cong ty /d~i ly khao sat la 24 ,so' cong ty/d~i ly tra 1C1i la 18 chie'm ty

75%

Sau day phan tich m(>t so' do'i thii c~nh tranh chii ye'u ciia cong ty Phu'dc An t~i

khu vtfc phia nam d~i di~n cho cac doanh nghi~p 100% vo'n mtdc ngoai la Mekong

+Cling ty TNHH san xua't b9t mi Mekong (Mekong flour mills LTD)

four mills va d~i di~n cho cac doanh nghi~p trong nu'dc la cong ty Trung Nam

Cong ty Mekong la doanh nghi~p 100% vo'n nu'dc ngoai ciia Malaysia du'ng tu nam 2002 ,tQa l~c t~i khu cong nghi~p Phu My thu(>c tinh

Ba ria viing tau . Mekong chi ho~t d(>ng trong linh Vt!C san xua"t b(>t ml va thj tru'C1ng

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tieu tht.I ciia hq chii ye'u la (J phia nam vdi san lu'<;1ng khoang 6000 ta"n b(>t ml /thang

.Ciing gio'ng nhtt Phttdc An khoang 70->80% san ltt ban cho cac nha may

mi an li~n t;;ti khu vf!c Binh Dtidng va TP HCM con khoang 20->30% san lti

h<;> la b()t lam banh mi . H<;> khong tham gia vao thi tntCJng b()t milam thuc an thtiy

san ,trong thCJi gian vua qua c6 thE n6i Mekong la do'i thti chfnh ctia Phttdc An do'i

vdi m~t hang b()t mi cha't lti

san xua't mi an li~n c6 thj ph~n chi ph6i t;;ti VN nhtt AChau, Acecook.

Cdc dilm manh :

Cong ty Mekong c6 nhii'ng diEm m;;tnh va di~m ye'u sau

ph~n cac trttCing b() ph~n va ban Uinh d;;to ctia h<;> nhtt TGng giam d6c ,giam d6c ky

thu~t ,giam d6c tai ch!nh ,giam d6c san xua't la ngttCJi nttdc ngoai dtt

-Ngu&n nhan ltfc ctia cong ty Mekong dtt

mt; sang ,hQ dti

b()t mi .Ngoai ra d()i cac can b() va nhan vienctia cong ty ciing dti

xuyen cac kie'n thuc mdi nha't phat sinh trong nghanh thong qua cac ldp dao t;;to trong

va ngoai ntidc va gi(J day h<;> dang tung bttdc thay the' cac chuyen gia nttdc ngoai.

- Nang lf!c tai chinh ctia cong ty ciing kha m;;tnh thong qua cong ty mt;' h9 thttCJng

xuyen nh~p kh~u trf!c tie'p cac lo hang ra't ldn ( tu 30.000->50.000 ta'n ) chi khi nao

h1.,1t nguyen li~u h9 mdi nh~p kh~u m()t it thong qua cac cong ty trong nttdc. Trong

ban hang hQ ciing sd'n sang cho cac cong ty trong nttdc n

nghi~p trong nttdc va c6 lti

60 ngay .Do c6 till the' la vay nttdc ngoai vdi Hii sua't tttdng d6i tha'p so vdi cac doanh

la khi gia nguyen li~u bie'n d()ng tang h<;> c6 th~ khong tang gia ban trong m()t thCJi

gian dai dE giii' vii'ng va chie'm linh thi trttCJng

-Nang lf!c san xua't va nghien CUu phat triEn (R&D) ctia cong ty dti

kha t6t ,vdi cong sua't khoang 9000 ta'n nguyen li~u /thang va may m6c thie't bi mdi

va hi~n d;;ti h<;> c6 kha nang dap ung dti

Trang 53184

hang dap ung dtt chi till tien cung ca'p cho

cac nha san xua't 16n con cac nha may v<'H cong sua't nho h<,> ra't it khi giao hang va

mang thj tntC1ng chd ye'u h<.> quan tam Ia b9t mi v6i cha't h.t<:Jng kha va cao ca'p dung

cho san xua't mi an li~n va banh mi. Con nang h.tc nghien cll'u va phat tri€n cda h<.>

ngoai dQi ngti chuyen gia trong nu'6c va nu'6c ngoai hQ COn du'<;IC Slf hfi tr<:J tit cong ty

m~ (J Malaysia v6i kinh nghiem tren 40 nam trong ngh~ do d6 d6i v6i yeu cdu thj

tntC1ng v~ cac m~t hang d~c thu hay cha't lu'<;lng cao tren thi tntC1ng hit;n t~;ti kha nang

dap U'ng cda h<.> la ra't cao.

- Cha't lu'<;lng san phim cda h<.> kha t6t va 6n djnh do cong nght; hit;n d~;ti va

ngudn nguyen lit;u san xua't tu'dng d6i t6t va 6n djnh

Cdcdilmye'u

- Chi phi san xua't tren m9t ddn vj san phim cao VI cac ly do nhu' : Chi phi kha'u

hao 16n doh<.> ddu tu' day chuy~n may va ht; th6ng kho chtl'a nguyen lit;u ra't t6n kern

,chi phi ti~n lu'dng cao ,chi Ia'y vi dv ddn cii' la ti~n lu'dng cda TGng giam d6c va cac

chi phi an (J di ll;li thoi ciing da vu'<;lt qua chi phi ti~n lu'dng cda ca m9t nha may cB

trung binh cda VN . Do lu'<;lng dt! trii' nguyen lit;u 16n nen trong di~u kit;n binh thu'C1ng

thi chi phi bao quan va lai vay phat sinh hang thang cung kha cao .Ta't ca cac chi phi

tren d~n t6i gia thanh san phim cda h<.> thu'Cfng cao hdn tit 3->5% so v6i cac san

phim cung lo~;ti do d6 h<.> cting khong ft Idn g;Jp kh6 khan trong tieu thv san phim

nha't la trong di~u kit;n hit;n nay khi rna cac nha may san xua't mi an li~n cting cl;lnh

tranh quye't lit;t v~ gia d€ danh thi phdn

,do d6 cac nha may san xua't ml an li~n

ciing tim m<,>i each d€ hl;l gia thanh san ph§m ,VI the' h<,> san sang nh~n cac san phim

cung lol;li v<'H gia tha'p hdn va khong anh hu?Jng nhi~u Wi cha't lu'<;lng san phim .Thlfc

te' thC1i gian vita qua cho tha'y Mekong da ma't ra't nhi~u thi phdn vao tay cac d6i thu

c~;tnh tranh nhu' Binh Dong ,D~;ti Phong ,Phu6c An .... Ne'u nhu' each day m9t nam h<.>

chie'm khoang 40% thj phdn t~;ti cac nha may san xua't mi an li~n 16n nhu' Achau,Vit;t

Hu'ng ndi h<.> c6 th€ giao hang thang tit 2.500->3000 ta'n/thang thi t<'H nay h<.> da ma't

Trang 54184

100% thj ph~n t~;ti cong ty A Chau con t~;ti cong ty Vi~t Hu'ng thi s6lu

dang k~

- Kha nang da d~;tng h6a san phffm kern .Nguyen nhan chii ye'u d§n de'n tinh tr~;tng

nay la do hQ chi chu trQng vao hai lo~;ti san phffm la b()t dung cho cho san xua't mi an

li~n Va b()t lam banh mi nhu da neu CJ tren do d6 trong Cd ca'u nguyen lieu nh~p cua

hQ khong c6 cac lo~;ti nguyen lieu d~c thu dung lam cac san phffm khac nhu b()t lam

thuc an thiiy san,b()t lam banh .. , m~t khac do khong quan tam tdi cac m~t hang nay

do d6 gW day mu6n san xua't h9 ciing c~n phiii c6 thC1i gian d~ nghi~n cll'u va tham

nh~p thj truC1ng.Th~m chi cac san phffm la u'U the' ciia h9 kha nang da d~;tng h6a ciing

khong t6t ly do la trttdc day h9 chi chu trQng vao cac lo~;ti cha't lu

nhu'ng nay thi tru'C1ng da thay d6i do thC1i gian g~n day cac doanh nghi~p mua nhi~u

lo~;ti san phffm nay chii ye'u sti' dl,mg lam hang xua't khffu dang g~p kh6 khan v~ thi

trttC1ng tieu th\1 do d6 h9 ciing chuy~n hudng m()t ph~n ldn sang san xua't d~ tieu th\1

n()i dja, do d6 cd ca'u nguyen li~u ciia h9 ciing thay d6i thay vi sti' d1,1ng lo~;ti nguyen

li~u cao ca'p nay h9 chuy~n sang sti' d1,1ng nguyen lieu cha't lu

hdn rna cong ty Mekong khong c6 nguyen li~u va chua s§n sang d6 san xua't lo~;ti san

'

pam nay.

h,ll

- Ba't l

Binh Dudng khoang 100 km do d6 chi rieng chi phi v~n chuy~n h9 da tang cao hdn

cac nha may t~;ti TP-HCM va Binh Dudng khoang tit 50.000->10.000 dlta'n ,d6 la

chua k~ de'n vi~c do dja ban xa ndi tieu th1,1 do d6 h9 khong c6 kha nang dap ll'ng

du

- Nhan st! ca'p cao hay thay d6i thu<1ng thi cac chuc V\1 quan trQng nhu T6ng giam

d6c va Giam d6c cac b9 ph~n la nguC1i nude ngoai do d6 h9 lam vi~c cho cong ty

theo nhi~m ky cong tac ciia hQ t~;ti VN tu m()t tdi 2 nam do d6 nhi~u khi cac chie'n

lu

Trang55/84

ffil,IC tieu nga:n h~n hdn Ia xay dt!ng cac chie'n lu'<;1c dai h~n .

+ Cong ty TNHH san xuit kinh doanh htdng thlfc Trung Nam

tl3i chie'n h.t<;1c pha t tri~n Hi u dai cua cong ty , va hQ thu'C1ng c6 xu hu'l3ng tht!c hi en cac

Cong ty Trung Nam Ia doanh nghiep 100% vo'n trong mtdc du'<;1c thanh l~p nam 2002

va b8:t d~u di vao san xua't tit cuo'i nam 2002 .Ciing gio'ng nhu' da so' cac doanh

nghiep VN khac t~i phia nam cong ty c6 ti~n than Ia d~i ly tieu thv b()t mi cua cong

ty b()t mi Binh Bong .Nha may cua cong ty dl}t t~i huyen Thu~n An tinh Binh Du'dng

vdi cong sua't khoang 6000 ta'n nguyen Heu/thang . San lu'<;1ng cua hQ khoang 60% Ia

cung ca'p cho cac nha may san xua't mi an li~n ,40% san ht<;1ng con l~i Ia cung ca'p

cho cac nha may lam thuc an thuy san va cac d~i ly tieu tht,I b()t diing lam banh mi.

Cong ty Trung Nam ciing Ia m()t trong do'i thu c~nh tranh vdi cong ty Phudc An v~

ml}t hang b()t mi ca'p trung binh d~ lam mi an li~n va b()t mi diing lam banh mi va

Cdc dilm manh

thuc an thuy san. Cong ty Trung Nam c6 cac di~m m~nh va di~m ye'u nhu' sau

d~i ly tieu tht,I b()t mi cac lo~i cho cong ty Binh Bong va nh~p hang tu nude ngoai v~

- Hi~u bie't ro v~ thi tru'C1ng tieu thv n6ichung do tru'dc day hQ da c6 nhi~u nam lam

tieu tht,I trong nude , do d6 cong ty c6 m~ng lu'di tieu thv r()ng t~i thi tru'C1ng phfa nam

- C6 chi phi co' dinh va chi phl qm\n ly tren m()t ddn vi san phffm tha'p do sua't d~u tu'

ciing nhu'h<;> c6 mo'i quan he lau nam vdi cac nha may va d~i ly tieu thv.

tha'p va b() may quan ly gQn nhy

- Kha nang da d~ng h6a san phffm va kha nang c~nh tranh v~ gia kha cao do c6

chung Io~i nguyen ueu da d~ng va hi~u bie't kha ro v~ yeu c~u cua khach hAng.

-Nang lt!c san xua't kha vdi cong sua't khoang 200 ta'n nguyen lieu/ngay cong ty c6

- C6 l<;1i the' v~ vi tri do nhm tren dia ban Binh Du'dng nen ra't tien l<;1i cho viec tieu

kha nang dap ung du'<;1c cac ddn hang ldn trong thC1i gian cho phep.

Trang56184

tht,I san phffm t~i chfi va tren dia ban TP-HCM

Cdc dilm ye'u

-Nang lt!c Uti chinh bi h1;1n ch€ do d6 cong ty khong c6 kha nang nh~p du'i . Cong ty thu'ong nh~p cac lo hang

nho va m(>t ph~n trong d6 h<;> cting phai nh~p iiy thac qua cac ddn vi khac di~u nay

d§n d€n m(>t h~ qua la cac chi phi nh~p hang nhu' chi phi ml1 va thanh toan L\C, chi

phi Hii vay d~u (1 muc kha cao ngoai ra h<;> con phai thanh toan cho cac dO'i tac nh~p

khiu m(>t khmin phi nh~p khiu iiy thac cting khong nho .Do d6 gia nguyen li~u khi

V~ tdi kho thu'ong cao hdn cac dQ'i thu Cl;lnh tranh tit 3->4%.

- Cha't lu'<;fng san phffm ciia cong ty da ph~n la lo1;1i c6 cha't ltt<;fng (1 ca'p trung binh va

ca'p tha'p con lo1;1i san phim ca'p cao h<;> chi€m tbi ph~n ra't nho tren thi tru'ong ly do la

cong ngh~ hi~n tl;li ciia nha may khong dap ll'ng du'<;fc yeu c~u cho lol;li san phim nay

va n€u

h<;> CO cQ' g~ng san xua't thi gia thanh cfing kha cao khong CO SUC Cl;lnh tranh

tren thi tru'ong do dinh muc tieu hao nguyen li~u vu'<;ft qua muc cho phep. M~t khac

cha't lu'<;fng san phim ciia h<;> cting khong 6n d!nh do chua c6 st! quan tam dung muc

tdi cha't lu'ng vao ID\JC tieu l giao

hang khong dung cha't lu'<;fng da ky ke't y(ti khach hang va chinh di~u nay da d§n de'n

S\1' s6i mon thu'dng hi~U va tbi ph~n dang k~ trong thoi gian qua.

- Cha't lu' di~u hanh

ciia cong ty Ia ngu'oi nha h<;> quan ly chii ye'u Ia dt!a vao kinh nghi~m va st! tin c~y va

da sO' trong sO' h<;> chu'a du'<;fc dao t1;1o chinh quy v~ nang lt!c quan ly . Do d6 m~c dii

cling c6 chinh sach thu dl;lng nhan tai nhu'ng viec dai ng(> ,sii' dl;lng va phat buy hi~u

qua ciia h<;> con h1;1n che' d6 Ia ly do da ph~n trong sO' h<;> khong g~n b6 lau dai vdi

cong ty.

+ Ma tr~n hinh anh Cl;lnh tranh :

Sau khi t6ng h<;fp y kie'n khach hang va c~p nh~t cac thong tin tren tbi tru'ong ,tren

cd sa thang di~m tit 0->4 va ty Ie % s6 khach hang d&ng y theo bang cau hoi di~u tra

t1;1i ph1,11l;IC 6 ta tGng h<;fp du'<;fC rna tr~n hinh anh Cl;lnh tranh vdi CaC chi tie't nhu' sau:

Trang57184

Phu'dc An

Trung Nam

Mekong Flour Mills

MU'cd() quan trQng

Hlnh anh rna tr~n c~;tnh tranh s T T

Cac y6u tO' thanh cC\ng

0.1

H~Jng Di~m H~Jng quan trQng 0.25

2.5

1 Nang h.tc Marketing va

3

Di~m H~Jng Di~m quan quan trQng trong 0.35 0.3

3.5

ban hang

0.33 0.64

0.1 0.2

3.3 3.2

3.8 2.5

0.38 0.5

2.1 3.5

0.21 0.7

2 KM nang tai chlnh 3 KM nang c~Jnh tr~Jnh v~

gia

2.8 3.8 3.1 3.2 2.9

0.14 0.19 0.31 0.64 0.145

3.2 2.2 3.7 3.8 2.6

0.05 0.05 0.1 0.2 0.05

0.16 0.11 0.37 0.76 0.13

3.5 3.4 2.8 2.1 3.3

0.175 0.17 0.28 0.42 0.165

4 Mang lu'di phan phO'i Ldi th€' v~ vi trl 5 6 Nang llfc san xu(( 7 Cha't lu'dng san ph~m 8 Kha nang da d~Jng h6a

san ph~m

0.405

0.15

2.7

3.6

0.54

2.2

0.33

9 Cha't lu'~ng ngu6n nhan

llfc

3.05

2.8

3.25

1

Bang 2.6

Thong qua rna tr~n c~;tnh tranh ta c6 th€ xe'p h~;tng cac d6i thti c~;tnh tranh nhu sau :

Cong ty Mekong flour mills (d~;ti dien cho cac doanh nghiep c6 v6n nu6c ngoai) xe'p

thu nha't v6i so' di€m quan tn;mg la 3,25, thu hai la Cong ty Phu6c An v6i so' diEm

quan trQng la 3.05, thu ba la Cong ty Trung Nam (d~i dien cho cac doanh nghiep

VietNam) v6i so' diEm quan trQng Ia 2,8. Qua d6 ta tha'y Cong ty Mekong flour mills

n6i rieng va cac doanh nghiep 100% v6n nu6c ngoai n6i chung c6 nang h.tc c~;tnh

tranh m~;tnh v6i 3,25/4 diEm quan trQng. Xet tren g~n nhi~u khfa c~;tnh hQ d~u bhng

hoij.c vu'<;Jt tr()i hdn cac Cong ty VietNam n6i chung.Hien t~;ti hQ chi thua cac cong ty

VN (J cac khfa c~;tnh nhu l<;Ji the' vi tri,kha nang c~;tnh tranh v~ gia va kha nang da

d~;tng h6a san phffm .Ngoai ye'u t6l<;Ji the' vi tri thl cac diEm ye'u khac hQ d~u c6 kha

nang khi{c pht;tc trong thC1i gian khong Hiu. Rieng d6i v6i Cong ty Phu6c An nang lt!c

c~nh tranh con thua kern cac doanh nghiep c6 v6n d~u tu nu6c ngoai C1 h~u he't cac

ye'u t6 dij.c biet la thi trttC1ng va ngu~n nhan hjc va cha't ltt<;Jng cac san phffm cao ca'p .

Do d6 trong tttdng lai Cong ty Phu6c An c~n hoan thi~n cling c6 nhung m~t m~nh

Trang 58184

ciia minh d6ng th

tang ctt

Ma trlj,n danh gia cac ye'u til ben ngoai (EFE)

Phiin

Ye'u tO' ben ngoai chii _y_e'u 1. Gia cii nguyen li~u tiing.va cha't htc;fng khong dn djnh 2. N~n kt-chinh trj dn djnh va phat tri~n 3. Phu thu()c manh vao nha cung ca'p nguyen lic$u 4. Cac kMch hAng (ngttC1i mua) 5. Ngan hang va cac nha tai trc;f 6. Lai sua't thi trttC1ng tang 7. Bie'n d()ng ctia tY gia 8. Cac d6i thti canh tranh 9. Vj tri dja ly 10. Slf phat tri~n khoa hQC, cong nghc$

lo~i 2 2 3 3 3 2 2 3 4 2

MU'c quan trQng 0.15 0.05 0.15 0.2 0.1 0.05 0.05 0.2 0.1 0.05 1

S6 di~m quan trQng 0.3 0.1 0.45 0.6 0.3 0.1 0.1 0.6 0.4 0.1 3.15

Bang 2.7

Nhu'v~y vdi t6ng s6 di~m quan trqng Ut 3.15 cho tha'y cac chie'n lu'

dt,mg cd h()i hi~n c6 ciing nhu' t6i thi~u h6a nhfi'ng nguy cd de dqa ben ngoai (J mac

kha. Qua rna tr~n danh gia cac ye'u t6 ben ngoai cling chota tha'y Ia ngo~i tnl' 4 ye'u

t6la vj tr f dja ly,cac nha cung ca'p, cac khach hang va ngan hang va cac nha tai tr

Cong ty d~t di~m kha con l~i ta't ca cac ye'u t6 khac chi d~t (J mac d() trung binh, do

d6 trong th

bi~t Ia vi~c d6i ph6 vdi cac d6i thii c~nh tranh Ia cac doanh nghi~p 100% v6n nttdc

ngoai vi chie'n ltt

lu'

nguyen li~u d~ bao dam Ia mua nguyen li~u vdi cha't ltt

Ngoai ra Cong ty cling c'n phai quan tam de'n vi~c Hii sua't thj trtt

c6 xu hu'dng bie'n d()ng len cling anh hu'dng khong nho de'n gia thanh san ph~m lam

giam sac c~nh tranh v~ gia ciia Cong ty.

Trang59/84

CHUONG3

A

.

,

,..,

?

,

,

A

DJNH HUONG PHA T TRIEN CUA CONG TY PHUOC AN DEN

NAM2015.

,

A

A

?

3.1. XAC DJNH MVC TIEU CUA DOANH NGH:U::P:

• Phat buy tO'i da nang llfc loi, tay ngh~ chuyen mon va tay ngh~ ti~m in ctia

Cong ty d~ phat tri~n Cong ty thanh mot trong cac Cong ty m~nh trong linh

V\l'C san xu(t bot ml Va CaC ph\1 phim tU bot ml nhu' thuc an nuoi Ca, tom VR

gia sue cac lo~i.

• Diy m~nh vi~c kinh doanh nguyen li~u lua ml cac lo~i d~ cung ung mot ph~n

cho cac nha san xua't trong nude.

•:• M1.1c tieu tung thoi ky :

• Giai doan tu nay tdi nam 2010 :

- Diy m~nh ho~t dong Marketing d~ cting cO' va mC1 rong thj tru'ong tieu th\1.

- Nang cao nang llfc doi ngii CB-CNV, d~c bi~t Ia doi ngii can bo quan ly va

can bo ky thu~t cho phil h<:Jp vdi giai do~n phat tri~n mdi.

- Cting cO' va nang cao cha't ltt<:Jng san phim d6ng thoi thlfc hi~n tO't hdn vi~c da

d~ng h6a san phim.

- Cting cO' va th3:t ch~t hdn nua quan h~ vdi ngttoi mua va nha cung ca'p. Xay

dlfng va hoan thi~n quan h~ mang tinh cha't chie'n lu'<:Jc vdi mot sO' nha cung

ca'p va ngu'oi mua ldn d~ 6n djnh san xua't va cung ung nguyen li~u .

- Nang cao mot bttdc v~ nang llfc tai chinh ctia Cong ty .

- Pha'n da'u tdi nam 2010 d~t doanh thu 260 ty/nam, l<:Ji nhu~n d~t 8- 10 ty

/nam.

Trang60184

• Giai doan tu nam 2010 ~ 2015:

- Cimg c6 va nang cao uy tin thu'dng hi~u dga tren cac san ph~m c6 uy tin tren

thi tnt<1ng.

- B~u tu' xay dgng va hoan thi~n cac san ph~m tu ph\1 ph~m b()t ml nhu'thuc an

nuoi ca, tom, va thuc an gia sue.

- Xay d\l'Ilg h~ th6ng kho chua nguyen li~u c6 sue chua tu 40.000 ~ 50.000 ta'n

nguyen li~U d~ ph\lC V\1 cho Vi~C fin djnh San xuft't Va kinh doanh.

- Doanh thu trong giai do(;ln nay d(;lt tu 350 ~ 400 ty /nam, 1'1i nhu~n d(;lt tu 12

~ 15 ty /nam va chie'm khoang 12% thi ph~n b()t ml ctia khu vrf.c phia Nam va

tham nh~p vao thi tru'{1ng thuc an gia sue va thuy san

" '

A

A

A

'

A

3.2 XA Y Dl}NG VA Ll}A CHQN CHIEN Lu'(1C DE THljC H]lN Ml)C TIEU

3.2.1 Xiy dtfng chie'n hif/c thong qua rna tr~n ke't hf/p swot:

Trang61/84

Ma tr~n ke't h<;fp (SWOT) ciia Cong ty Phu'oc An

+ Cac cd hQi (0)

+ Nhii'ng nguy cd (T)

1. N~n kinh te' & chinh trj 6n

Ma tr~n ke't h

1. Gia ca nguyen li~u tang va ch!t lu

2. PhlJ. thu9c m~nh vao cac

nha cung c!p nguyen li~u

djnh va pbat tri~n 2. Vj tri dja ly thu~n l

djnh

3. Lai su!t thi trttC1ng tang 4. Bie'n d9ng ciia cy gia thea

5. Slf pbat tri~n ciia khoa hQc

xu hudng tang

va c6ng ngh~

5. C~nh tranh ngay cang

khO'c li~t.

6. Nhu ciu cac san phifm san xu!ttil' b9t ml ngay cang tang + PhO'i h

+ Cac di~m m~nh (S)

+ Ke't h

1. Ch!t ltt

tO't.

1. Chie'n lu

1. Chie'n lu

2. Chie'n

2. Chie'n

2. Kha nang tai chinh . 3. Kha nang san xu!t 4. Uy tin san phifm 5. Kha nang nghien cU'u &

pbattri~n

tranh lu

lu

3. Chie'n

lu

+ Cac di~m ye'u (W)

+ Ke't h

lu

+ Ke't h

1. Ho~t d9ng Marketing

chua m~nh

2. Trinh dQ CB-CNV con

tang cuCfng quang cao, khuye'n mai (W.,Ts)

r9ng lu

2. Chie'n lu

h~n che'

2. Chie'n lu

gia(Wt.W4, T., Ts)

3. Kha nang cung U'ng nguyen li~u kh6 khan 4. Nang life quan trj con

h~n che'

phia mua (Wt.W2.w3.w4,Ws,02.o 4.06)

5. Cd c!u t6 chU'c b9may

chua h

Bang3.1

•:• Cac chie'n lu'<;fc hlnh thanh tit rna tr~n (SWOT)

Trang62/84

o Chie'n lu'<;lc phat tri~n san phffm theo httdng da d~ng h6a (S3Ss010 20 40s06) vdi

kha nang san xua't, cha't lu'<;lng san phffm to't va kha nang nghien CUu phat tri~n

san phffm mdi ci1ng vdi cac Cd h(}i cua thj tnt(1ng ciing Vdi S\1' phat tri~n khoa hQC

d~ng. Ne'u nhu' each day khoang 10 nam C1 Vi~t Nam ngu'<1i ta chi bie't de'n b(>t mi

- cong ngh~ Cong ty dang dll'ng tntdc kha nang phat tri~n san phffm mdi ra't da

nhu' Ia nguyen li~u cho san xua't mi an li~n va banh mi thi gW day n6 da va dang

truy~n tho'ng Ia cac lo~i mi, banh mi, va banh Bich quy cac lo~i de'n cac san

trCJ thanh nguyen li~u cho ra't nhi~u lo~i san phffm khac nhau tii' nhii'ng san phffm

phffm mdi nhu' banh snack, nguyen li~u san xua't thuc an thuy san, nguyen li~u d~

X

,

che' bie'n cac san phffm thuy san, hay sii' dt,mg d~ lam keo trong cong nghi~p che'

o Chie'n

1en go van .. v .. v ..... b ·~

theo hu'dng nang cao cha't lu'<;lng san lu'<;lc phat tri~n san phffm

di~u ki~n n~n kinh te' dang phat tri~n vdi to'c d(> cao va doi hoi v~ cha't lu'<;lng san

phffm(St.S3,S5,0t.05,06) .Vdi kha nang san xua't va l<;li the' v~ cha't lu'<;lng trong

phffm ngay cang cao .Ciing vdi vi~c d~u tu' vao cong ngh~ mdi va ddy m~nh

nghien CUu phat tri~n cong ty dn thie't phai xay d\l'ng chie'n lu'<;IC nay d~ dap U'ng

o Chie'n lu'<;lc c~nh tranh bhng khac bi~t h6a san phffm (StS3S4SsT3T4Ts). Tii' cac u'U

ngay cang to't hdn nhu c~u ciia thi tnt<1ng.

the' di~m m~nh ciia Cong ty v~ cha't lu'<;lng san phffm, kha nang san xua't, uy tin

san phffm va kha nang nghien CUu phat tri~n v~ lau dai cong ty khong Ia'y vi~c

ghim ghi la chie'n lu'<;lc c~nh tranh chii ye'u rna bhng s\1' khac bi~t h6a v~ cha't

n~n tang ciia c~nh tranh bCJi vi vdi cac nguy cd v~ ty gia lai sua't ciing nhu s\1'

c~nh tranh ngay cang kho'c li~t v~ cha't lu'<;lng san phffm thi s\1' c~nh tranh v~ gia

lu'<;lng ciing nhu' san xua't ra cac san phffm dap U'ng S\1' da d~ng cua thj tnt<1ng lam

Trang63/84

trong tu'dng Iai Iau dai ciing khong phai la giai phap to'i u'U nha't

g~n cac khu cong nghi~p (1 Binh Dlidng va D6ng Nai va dtt<;lc St! tfn nhi~m ciia

o Chie'n ht<;lc mC1 r<)ng m~ng htdi phan ph6i (W 10 20 40 6). Vdi vi tri dja ly thu~n l<;li

khach hang, Cong ty ap dt,mg chie'n ltt<;lc nay nhhm t~n dt,mg cac cd h<)i thj trttC1ng

va kh3:c pht,ic di~m ye'u v~ Marketing ciia minh.

o Chie'n lli<;lc h<)i nh~p phia trlidc vdi ngttC1i mua (WtW2W4W50 20406)

o Chie'n lttqc tang cttC1ng quang cao, khuye'n mai (W 1T5) nhhm nang cao nang lt!c

c~nh tranh ciia Cong ty thong qua vi~c nghien cuu thi trttC1ng va hi~u ro hdn v~

ciia cong tac Marketing d~ hi~u ro thi trttC1ng, d6ng thC1i tang cttC1ng kha nang

v~ vi tri hi~n t~i ciia Cong ty tren thi trttC1ng.

cac d6i thii c~nh tranh cling nhtt giup lanh d~o Cong ty bie't dtt<;lc m<)t each cv th~

o Chie'n ltt<;lc c~nh tranh v~ gia (W~oW4,T~oT5) v~ lau dai khong phiii la chie'n ltt<;lc

chii ye'u ciia cong ty song trong giai do~n hi~n t~i cling nhli (1 nhung thC1i di~m

c~nh tranh v~ gia (C1 day hi~u theo nghia giam gia khi c~n thie't) la c~n thie't d~

nha't ding trong tt!dng lai khi c~n phai giu vung thi trttC1ng va thi ph~n thi vi~c

3.2.2 Sti' dl}ng rna tr•n djnh ht(/ng QSPM d~ hfa chQn chie'n ht(/c

•!• Lt!a chQn chie'n ltt<;lc cho nh6m SO thong qua rna tr~n QSPM :

Trang64/84

ch6ng l~i cac d6i thii c~nh tranh .

Chie'n lu'Q'c c6 thl thay the'

Phdn

Ylu t6 quan trc;mg

Chilo lu'Q'c phat triln san phlmtheo hu'O'ng nAng

Chilo lu'Q'c phat triln thi tru'i1ng

lo~Ji

Chilo lu'Q'c phat triln sanphlm theo hu'O'ng da d~Jngb6a cao cha't lu'Q'ng

sanphftm

san phdm

TAS

TAS

AS

TAS AS

AS

I. Cac ~e'u to' ben trong :

7

4

3.5

4

2

2

2

1. Ho~t d()ng Marketing con chtta dap

U'ng yeu c~u

10.5 9 9

10.5 9 12

3 3 3

3 3 4

14 9 9

3.5 3 3

4 3 3

2. Cha't 1tt~ng san phffm Gn djnh 3. Khii nang tai chfnh kha 4. Khii nang cung U'ng nguyen li~u chfnh

kha to't

9 6 2

3 2 1

9 6 2

12 12 2

3 2 1

4 4 1

3 3 2

5. Kha nang san xua't to't 6. San phffm c6 uy tin tren thi trttC1ng 7. Trlnh dQ CBCNV chtta dap U'ng dtt~c

yeu c~u

4

2

1

2

1

2

1

8. Cd ca'u t6 chll'c bQ may chtta hoan

thi~n

6

3

4

4

2

2

2

9. Nang 1Q'c quan trj chtta dap U'ng dtt~c

yeu c~u

12

4

12

4

12

4

3

10. Nang 1Q'c nghien cll'u va pbat tri~n

kba

II. Cac ~e'u to' ben ngoai :

4

2

6

4

3

2

2

1. Gia ca nguyen li~u tang va cha't

1tt~ng khong 6n djnh

4

2

4

2

4

8

2

2. N~n kinh te'-chfnh tq Gn djnh va phcit

tri~n

9

3

9

3

9

3

3

3. PhQ thu()c nhi~u vao cac nba cung

U'ng NL

6

2

9

12

3

4

3

4. Chju ap 1Q'c khci cao do'i v(ji cac

khcich bang (ngttC1i mua)

6

2

6

12

2

4

3

5. Thu~n 1~i trong vi~c cung U'ng vo'n tU'

2 2 12

1 1 ·4

4 4 12

6 6 12

2 2 4

3 3 4

2 2 3

ngan bang & Cty me( 6. Uii sua't thj trttC1ng tang 7. Bie'n d()ng cua ty gia 8. SQ' tac d()ng ciia cac do'i thii c~nh

tranh

8 8

2 4

8 6

16 6

2 3

4 2

4 3

9. Vi trl dja 19 thu~n 1~i 10. SQ' phat tri~n cua khoa hQC & cong

ngh~

135.5

137.5

171

TGn_g

Bang3.2

Trang65184

•!• Ll!a chQn chie'n ht<;fc cho nh6m ST thong qua rna tr~n QSPM :

Chiln hl'f!c c6 thE thay tht

Ytu t6 quan tr«.mg

tranh bling khac bi~t boa san phlim

Chiln hl'f!c hOi Chitn lu'f!c C~Jnh nMpphiasau v8i cac nha cungdng

PhAn lol(li

nguy~n li~u

AS

TAS

TAS

AS

III. Cac ye'u t6 ben trong :

6 14 6 9

3 4 2 3

4 3 4 3

8 10.5 12 9

2 1. Hol_lt dl}ng Marketing con chua dap U'ng yeu du 3.5 2. Cha't lu

t6t

12 9 4 1 4 12

4 3 2 1 2 4

3 2 3 3 3 2

9 6 6 3 6 6

3 3 2 1 2 3

5. Kha nang san xua't t6t 6. San phim c6 uy tin tren thj truC1ng 7. Trlnh dl} CBCNV chua dap U'ng du

6

3

4

8

2

IV. Cac ye'u t6ben ngoai: 1. Gia ca nguyen li~u tang va cha't lu

djnh

4 6 12

2 2 4

2 4 3

4 12 9

2 3 3

2. N~n kinh te'-ch1nh trj dn djnh va phat triin 3. Ph"Q thul}c nhi~u vao cac nha cung U'ng NL 4. Chju ap life kha cao d6i v~i cac khach hang (nguC1i

mua)

6

2

12

4

3

5. Thu~n l

Ctym¥

4 2 12 4 6

2 1 4 1 3

3 3 4 2 1

2 2 3 4 2

6. Laisua'tthjtr11C1ngtang 7. Bie'n dl}ng ciia tY gia 8. Slf tac dl}ng ciia cac do'i thii Cl_lnh tranh 9. Vj tr( dja ly thu~n l

139

6 6 12 8 2 154.5

Tdn_g

Bang3.3

Trang66/84

•!• Lga chQn chie'n ht

Chi€n hic;fc co thl thay th€

Y@'u t6 quan trqng

Chi€n hic;fc mit r()ng ml)ng htcti phAnph6i

PhAn lol)i

Chi€n hic;fc hOi nhtp v~ phia tru'8c v8ingu'iti mua

TAS

AS

AS

TAS

V. Cac y6u tO' ben trong :

4 14 9 12 9 12 4 2 4 12

2 4 3 4 3 4 2 2 2 4

8 10.5 9 12 9 9 8 4 8 9

2 3.5 3 3 3 3 2 1 2 3

4 3 3 4 3 3 4 4 4 3

1. Ho~t d9ng Marketing con chua dap U'ng yeu c~u 2. Cha't lu<;fng san ph~m 6n djnh 3. Kha nang tai chfnh kM 4. Kha nang cung U'ng nguyen lic$u nMp kh~u kba tO't 5. Kha nang san xua't tO't 6. San ph~m c6 uy tfn tren thj trui'1ng 7. Trlnh d9 CBCNV chua dap U'ng du

8 6 3 12

4 6 3 9

4 3 1 4

2 3 1 3

VI. Cac y6u tO' ben ngoai : 2 1. Gia ca nguyen lic$u tang va cha't lu<;fng khOng 6n djnh 2 2. N~n kinh t6-chlnh trj 6n djnh va pbat tri~n 3 3. PhQ thu9c nhi~u vao cac nba cung U'ng NL 4. Chju ap life kM cao dO'i vdi cac kbach bang (ngu(fi mua) 3 5. Thu~n l

9

ffi((

3

3

9

3

6. Liii sua't thj tru'Cfng tang 7. Bi6n d9ng ciia tY gia 8. Slf tac d9ng cua cac dO'i thti c~nh tranh 9. Vj trf dja ly thu~n l<;fi 10. Slf pbat tri~n cua khoa hQC & cong ngh~

4 4 12 8 6

6 4 9 16 6

2 2 4 2 3

2 2 3 4 2

3 2 3 4 3

158.5

154

TGqg

Bang3.4

Trang67/84

•:• Ll!a chQn chie'n lu'<;Jc cho nh6m WT thong qua rna tr~n QSPM

Chi~n htctc co th~ thay th~

Y~u t6 quan trqng

Ph in lo~i

Chi~n lu'Q'c c~nh tranh v~ gia

Chi~n lttQ'c tang cu'

AS

TAS

VII. Cac ye'u tO' ben trong :

Ho~J,t d()ng Marketing con chtta dap 11'ng yeu du

2 3.5

6 7

6 14

3 4

3 2

3 3 3 2 1 2 3

2 4 3 2 1 1 2

1. 2. Cha't ltt<;fng san ph~m 6n djnh 3. Kha nang ttli chfnh kha 4. Kha nang cung 11'ng nguyen lieu nMp khffu kha tO't 5. Kha nang san xu!t tO't 6. San pMm c6 uy tin tren thi trttC1ng 7. Trlnh d9 CBCNV chtta dap 11'ng dtt<;fc yeu du 8. Cd c!u t6 chl1'c b9 may chtta hoan thien 9. Nang lt!c quan tri chtta dap 11'ng dtt<;fc yeu c~u 10. Nang lt!c nghien cl1'u va phat tri~n kha

3 3 2 2 1 1 3

9 9 6 4 1 2 9

6 12 9 4 1 2 6

VIII. Cac ye'u tO' ben ngoai :

2 2 3 3

2 4 9 9

1 3 2 4

2 6 6 12

1 2 3 3

3

9

2

6

3

6 6 9 8 4

2 2 3 4 2

3 3 3 2 2

1. Gia ca nguyen lieu tang va cha't ltt<;fng khOng 6n djnh 2. N~n kinh te'-chfnh tri 6n djnh va phat tri~n 3. Ph\1 thu()c nhi~u vao cac nha cung 11'ng NL 4. Chju ap life kha cao dO'i vdi cac kbach hang (ngttC1i mua) 5. Thu~n l<;fi trong viec cung 11'ng vO'n tir ngan hang & Cty mct 6. Ui sua't thi trU'Cfng tang 7. Bie'n d¢ng cua tj gia 8. Stf tac d¢ng cua cac dO'i thu C~J,nh tranh 9. Vi trf dja ly thu~n l<;fi 10. Stf phat tri~n cua khoa hQC & cong nghe

6 6 12 12 6

3 3 4 3 3

119

128

Bang3.5

Nhu' v~y qua phan tich rna tr~n QSPM va din ell' vao t6ng s6 diEm ha'p d~n ctia cac

chie'n ltt<;Jc c6 thE thay the' ta nit ra ke't lu~n sau :

) D6i vdi nh6m cac chie'n ltt<;Jc S-0 : Chie'n lu'

diEm ha'p d~n (TAS)la 171,chie'n ltt

phffm co TAS la 137.5 ,chie'n ltt<;Jc phat triEn san phffm theo httdng nang cao

cha't lu'

lu'

Trang68/84

~ E>o'i vdi nh6m chie'n lu'<;Jc S-T :chie'n lu'<;Jc du'<;Jc h!a chQn la chie'n lu'<;Jc h()i nh~p

phia sau vdi cac nha cung ung nguyen li~u vdi TAS=154.5

~ E>o'i vdi nh6m chie'n lu'<;lc W -0 :chie'n lu<;Jc du'<;lc h.ta chQn la chie'n lu'<;Jc h()i

nh~p phfa tntdc vdi nguoi mua vdi TAS=158.5

~ E>o'i vdi nh6m chie'n lu'<;Jc W-T : Chie'n lu'<;Jc du'<;lc h.ta chQn la chie'n lu<;Jc c~;tnh

tranh v~ gia vdi T AS= 128

Tom l~;ti qua phan tich rna tr~n QSPM va din cu vao t6ng so' di€m ha'p d§n ta c6 4

chie'n lu'<;Jc du'<;Jc h!a chQn Ia :Chie'n lu'<;Jc phat tri€n

thi tntong ,chie'n lu'<;Jc h()i nh~p

phia sau vdi cac cong ty cung 11ng nguyen li~u ,chie'n lu'<;Jc h()i nh~p phia tru'dc vdi

nguoi tieu th1:1, va chie'n lu'<;Jc c~;tnh tranh v~ gia .Nhu'ng dung tren g6c d() cong ty trong

chie'n lu'<;Jc phat tri€n lau dai thl cong ty nen chu trQng thl,l'c hi~n ba chie'n lu<;Jc d6 la:

0 Chi@'n ht(/c phat tri~n tiq trli'(/ng : chie'n lu'<;Jc nay du'<;IC th\l'C hi~n vdi cac

m~t m~;tnh v~ cha't lu'

hi~u, c()ng vdi cac cd h()i v~ n~n kinh te' dang phat tri€n vdi to'c d() cao va

Cong ty dang (J vi tri thu~n l<;Ji v~ tieu th1:1 san phim vl g~n nhii'ng nha tieu

th1:1 ldn (J cac khu cong nghi~p. Do d6 Cong ty dang c6 cd h()i rfft ldn trong

vi~c m(J r()ng thi tru'ong tieu th\1 cho cac nha san xua't sti' d\lng san phim

ctia Cong ty lam nguyen li~u d~u vao ctia hQ.

o Chi@'n 111(/c h()i nh4p phla sau: do so'lu<;Jng, cha't lu'<;Jng va gia ca nguyen

li~u luon khong 6n djnh, di~u nay anh hu'CJng ra't ldn de'n cha't lu'<;Jng san

phim ciing nhu' nang lt!c san xufft, nang lt!c c~;tnh tranh ctia Cong ty, do d6

vdi nhii'ng u'u the' v~ kha nang san xua't va nang lt!c tai chinh ctia mlnh,

Cong ty c~n thie't phai xay dl,l'ng chie'n lu'<;Jc nay nhhm dam bao m()t ngu~n

cung ca'p nguyen li~u 6n dinh vdi gia ca c~;tnh tranh d€ 6n djnh san xua't va

tieu thl;l.

Trang69/84

o Chie'n htctc h.,i nh;lp phia trttctc : do c~nh tranh ngay cang kho'c li~t tren

thj tnt<1ng nen vi~c h()i nh~p v~ phia tntoc se giUp Cong ty hi~u dtt<;lc tht!c

St! khach hang c~n gi va Cong ty se san xua't ra cac san phffm voi cha't

ht<;lng dap ung m()t each to't nha't cho ngu'(1i mua voi gia ca h<;lp ly, d6ng

th{1i voi chi6n lu'<;IC nay cling khifc ph\lC du'<;lc di8m y6u cua Cong ty v~

Marketing cling nhu' nang lt!c quan tq.

,..,

,. .. ,

A

A

9

,

A 3.3 MOT SO GIAI PHAP DE THVC ID~N CHIEN LU(1C

Qua vi~c phan tich cac chie'n lu'<;lc dt!a vao rna tr~n QSPM ciing nhu' rna tr~n c~nh

tranh, rna tr~n cac ye'u to' ben trong va ben ngoai ta nh~n tha'y cac chie'n lu'<;lc va giai

phap tht!c hi~n chie'n lu'<;lc cua Cong ty TNHH Phu'oc An toi nam 2015 la :

Chi6n lu'<;lc phat tri8n thi tru'<1ng.

Do'i voi chie'n ltt<;lc nay c~n phai dffy m~nh hdn nii'a nang lt!c san xua't, cha't ltt<;lng

san phffm va kha nang nghien CUu Va phat tri~n cac san phffm CO gia tq gia tang cao

d6ng th<1i phai quan tam dung muc de'n ho~t d()ng Marketing. Muo'n tht!c hi~n du'<;lc

cac n()i dung tren c~n thie't phai tiing cu'<1ng cd sd v~t cha't cho san xua't d~ nang cao

cong sua't may m6c thi6t bj, d6ng th{1i y6u to' quye't djnh nha't de'n cha't lu'<;lng san

phffm la nguyen li~u nh~p khffu c~n phai d~t cha't lu'<;lng va d6ng b() trong cd ca'u.

Phai d~u tu' thich dang cho ho~t d()ng R & D v~ trang thi6t bj may m6c nghien cau

va phai tuy8n d1,mg, dao t~O nhfi'ng ngu'{1i CO nang lt!C d8 nghien CUu ra cac san phffm

c6 cha't ltt<;lng 6n djnh, gia thanh h~. Ngoai ra do'i voi ho~t d()ng Marketing c~n phai

thanh l~p m()t b() ph~n rieng, chuyen lam Marketing chu khong k6t h<;lp voi b() ph~n

ban hang nhu' bay gi{1.

Chi6n lu'<;lc h()i nh~p phia sau :

Day la chie'n lu'<;lc lien k6t voi nha cung ca'p nguyen li~u d8 dam bao cho ngu6n

nguyen li~u san xua't 6n djnh, cha't lu'<;lng to't voi gia ca c~nh tranh. E>i~u nay quye't

djnh St! thanh b~i CUa cong ty tren thj tru'{1ng ra't nhi~U VI delle di~m cua lo~i nguyen

li~u nh~p khffu nay la gia ca len xuo'ng ra't tha't thu'<1ng, d6ng th{1i cha't lu'<;lng cling

Trang 70184

khong gi6ng nhau giii'a cac nude va giii'a cac vung. Do d6 vi~c lien ke't nay se giup

cho Cong ty h1;1n che' duc;1c de'n muc tha'p nha't s\}' bie'n d9ng ciia gia ca cling nhu cha't

htc;1ng nguyen li~u.

E>S th\}'c hi~n duc;1c chie'n 1uc;1c nay Cong ty c~n phai nang cao duc;1c nang 1\}'c tai chfnh

ciia mlnh thong qua S\1' tai trc;1 ciia cac Ngan hang va Cong ty mtt nh~m xay d\}'ng ffiQt

h~ th6ng kho chua nguyen li~u vdi sue chua du dS phvc vv san xua't it nha't 1a 6

thang (khoang 40.000 ta'n) va ffiQt 1uc;1ng v6n h.tu dQng du ldn dS phvc V\} cho san

xua't ciia cong ty va va hc;1p tac kinh doanh vdi nha cung ca'p nguyen li~u cho thj

truC1ng trong nude vdi s6 v6n d\1' tinh khoang 10 tri~u USD.

Chie'n 1uc;1c hQi nh~p phfa trudc :

E>ay 1a chie'n 1uc;1c lien ke't vdi m9t ho~c m9t s6 nguC1i mua ldn, d day chii ye'u 1a cac doanh nghi~p san xua't cac san phdm ml an li~n vi nang 1\l'c tieu thv ciia hQ ra't 1dn.

Vi~c lien ke't nay se giup cho doanh nghi~p c6 d~u ra 6n djnh vdi s61uc;1ng 1dn, d6ng

thC1i khii:c phvc duc;1c diSm ye'u Cong ty v~ kha nang Marketing. E>6ng thC1i vi~c lien

ke't nay se tl;lO di~u ki~n cho Cong ty va cac doanh nghi~p nay xam nh~p 1~n nhau

V~ tai chfnh, ky thu~t cong ngh~ nh~m t1;10 ra CaC san phdm dap ung duc;fc yeu C~U

cha't luc;fng nhu'ng gia ca 11;li ra't C(;lnh tranh. E>i~U nay se giup duc;fC cac ben ra't nhi~U

dS tang nang l\}'c C(;lnh tranh trong di~u ki~n C(;lnh tranh ngay cang kh6c li~t nhu hi~n

nay.

E>S th\l'c hi~n duc;1c chie'n 1uc;1c nay trudc he't phai th\}'c hien duc;1c chie'n 1uc;1c h9i nh~p

phia sau trudc vi chi khi d6 cong ty mdi c6 kha nang cung ca'p duc;1c s6luc;1ng thanh

phdm 1dn vdi gia ca tlidng dcJ'i 6n djnh va tha'p hdn ghi CUa cac dcJ'i thu C(;lnh tranh

khac. E>6ng thC1i Cong ty cling phai d~u tu nang cao cong sua't may m6c thie't hi dS

dii cung ung thanh phdm cho do'i tac.

Trang 71/84

3.3.1.Giai phap vi san xuitt

Nhu' tren dad~ c~p day chuy~n san xua't cua nha may mang tfnh t\1' d<)ng cao do d6

d~ dap ung cac chie'n lu'<;Jc d~ ra nhhm dap ung m<)t each t6t nha't ht<;Jng hang h6a

cung ca'p cho khach hang ca v~ s6lu'<;Jng va cha't ht<;Jng thi b<) ph~n san xua't c~n phai

hoan thi~n m<)t s6 va'n d~ sau day

);;.> v~ quy trinh lien quan de'n thie't ke' h~ th6ng san xua't hi~n nay cong ty con

chua can d6i trong cac day chuy~n ho1;1t d<)ng c1,1 th~ la khi c~n sii' d1,1ng

tren 3 lol;li nguyen li~u cho m<)t lol;li san ph§m thi vi~c cung ung nguyen

li~U cho san xufft lien tl,lC khong th~ th\l'C hi~n du'<;JC ly do la khong du s6

lu'<;Jng h~m chua nguyen li~u .Do d6 cong ty c~n phai xay dt!ng them m<)t

s6 h~m chua nguyen li~u ho~c c~n phai nghien cll'u m<)t che' d<) u nguyen

li~u h<;Jp ly cho cac lol;li san ph§m nay nhhm giam thCfi gian ngam ii d~ day

chuy~n san xufft c6 th~ Chl;ly lien tl,lC.

);;.> v~ cong sua't ,nang sua't va chi phi trong san xua't .Hi~n nay cong ty dang

san xua't 20 h/ngay nghia la sii' d1,1ng khoang 90% cong sua't thie't bj tinh

theo thC1i gian nhttng nang sua't thi da vu'<;Jt hdn cong sua't thie't ke' vdi

6.6ta'n thanh ph§m lh so vdi cong sua't thie't ke' la 6.5 ta'nlh. E>jnh muc tieu

hao nguyen li~u binh quan ciing giam tit 1->2% tuy nhien m<)t s6 khoan

m1,1c trong chi phi san xua't thi vAn (J muc cao nhu' cac chi phi di~n ,bao

bi,chi phi v~t li~u ph1,1, ph1,1 tung thay the' vAn cao hdn tit 1->3% so vdi djnh

muc cho phep .Do d6 trong thC1i gian tdi cong ty c~n ki~m soat ch~t che

hdn cac chi phi nay bhng each h<;Jp ly h6a va ph6i h<;Jp nhip nhang cac khau

trong qua trinh san xua't va c6 che' dQ thu'Cfng phl;lt ro rang nhhm dl;lt djnh

muc d~ ra va giam gia thanh d~ tang tinh c1;1nh tranh hdn nua v~ gia cho

cac san ph§m ciia cong ty.

> V~ lt!c lu'<;Jng lao d<)ng tren cac quy trinh .Hi~n nay Phu'dc An c6 m<)t lt!c

lu'<;Jng lao d<)ng tu'dng d6i lanh ngh~ nhttng trinh d<) van h6a thi con h1;1n che'

Trang 72/84

ngoai b() ph~n ky thu~t la ta't cii d~u c6 trlnh d() tit trung ca'p tdi d~i hQc

con cong nhan ky thu~t tren day chuy~n thl da ph~n chi c6 trlnh d() ph~

thong trung hQc do d6

kha nang tie'p thu cong ngh~ m<1i con ra't h~n che' vl v~y trong thC1i gian tdi

Phu'dc An c~n c6 chinh sach dao t~o t~i ch5 ho~c gdi di dao t~o t~i cac cd

sd dao t~o c6 uy tin dE nang cao hdn nua cha't lu'<;lng cong vi~c ciia b()

ph~n nay . Trude mlit t~i b() ph~n nay cong ty Phu'dc An dn phai thie't l~p

cac

thu tt,Ic va hudng dftn cong vi~c chi tie't cho m6i cong nhan . Vi~c danh gia

hi~u qua cong vi~c ciia tung nguC1i d~u c~n phai d\l'a tren cac thii t\}c nay

va cac cai tie'n du'<;lc nghi nh~n la dem l~i hi~u qua cho cong ty. Thong qua

cac cai tie'n nay tung bu'dc hoan thi~n hdn nua trlnh dQ va ky nang ciia

ngu'C1i lao d()ng.

);;> v~ cha't lu'<;lng cong vi~c cua bQ ph~n san xua't (san phim ' cong vi~c

,moitru'C1ng) .Tieu chu~n cha't lu'<;lng tren th\l'c te' du'<;lc Phu'dc An ki6m tra

ra't nghiem ng~t tit khi nguyen li~u vao de'n khi thanh ph~m xua't xu'dng

nhu' da d~ c~p (1 ph~n tren (chu'dng 2) tuy nhien phu'dng phap ki6m tra

ciing con d\l'a nhi~u vao cam quan va thC1i gian tit khi ki6m tra de'n khi c6

ke't qua con keo dai do cac thie't bj dung d€ ki6m tra chu'a dap ung du'<;lc

yeu c~u kjp thC1i tit d6 d~n de'n tlnh tr~ng c6 khi hang khong d~t tieu

chu~n nhu'ng phai nhi~u giC1 sau mdi c6 ke't qua ( vi d\1 nhu' ki6m tra d()

tro, Protein) d6 di~u chinh va hang lam.ra r6i phai tai che' gay ra thi~t

h~i khong nho cho cong ty v~ chi phi ciing nhu' uy tin vdi khach hang vl

khong du hang d€ giao kjp thC1i .Do d6 trong thC1i gian tdi cong ty phai

trang bj them cac thie't bj c~n thie't d€ dam bao ~n djnh va di~u chinh kjp

thC1i cha't lu'<;lng cong vi~c cua b() ph~n san xua't cho du cac thie't bj nay Ia

ra't t6n kern va h~u nhu' chua c6 nha may nao trong nghanh trang bi cac

thie't bj nay

Trang 73184

3.3.2 Giiii phtip vi nguiJn nhan lf/c

D~ th1fc hi~n cac chie'n ht

cha't lu'

thanh b~i cua cong ty trong th

phai th1fc hi~n cac cong vi~c sau day;

};;> V~ chinh sach tuy~n dt.mg ho~ch djnh ngu6n nhan l1fc, b~ ph~n T6 chuc

hanh chinh cdn phai c6 ke' ho~ch tuy~n dvng,dao t~o va ho~ch djnh

ngu6n nhan l1fc theo hu'dng cha't lu'

thu~t,can b~ quan ly va cong nhan ky thu~t.DO'i vdi vi~c tuy~n dvng cac

vi tri quan trQng thl Phu'dc An nen thong qua cac cong ty gidi thi~u vi~c

lam c6 uy tin ,ho~c cac cong ty "San ddu ngu'

d~ chQn du'

cong ty.

};;> V~ chinh sach dao t~o ,hua'n luy~n .Ben c~nh vi~c hua'n luy~n dao t~o

t~i ch6 cong ty cdn c6 ke' ho~ch h

xuyen d~ bu~c cac tru'Ong , ph6 b~ ph~n tham gia thu'

kh6a hua'n luy~n ben ngoai nhhm c~p nh~t cac kie'n thuc mdi nha't v~ ky

thu~t va quan ly trong nghanh .Tren cd sO d6 cac tru'ong b~ ph~n se la

nhii'ng ngu'

cua mlnh.

};;> V~ chinh sach khen thuang dai ng~ ,cong ty tie'p tvc th1fc hi~n cac chinh

sach khen thu'ong djnh ky can cu vao hi~u qua va tlnh hlnh th1fc hi~n ke'

ho~ch.nhu' hi~n nay d6ng th

dO'i vdi cac ddn vj ,b~ ph~n khi d~t du'<;lc nhii'ng thanh tich vu'

mong d

ph6ng hang nhanh dem l~i vi~c cong ty du'

Trang 74184

ph~n R&D nghien CUu ra dlt

dem ll;li hi~u qua cao cho cong ty .

~ V~ xay dt!ng moi trttC1ng lam vic$c tl;li cong ty .Cac b() ph~n tl;li cong ty

hif$n nay nhln Chung c6 S\1' ph6i h

tttdng d6i than thic$n . Trong thC1i gian tdi cong ty tiEp tvc duy trl m()t moi

trttCfng.lam vif$c tich C\l'C d6ng th(fi phai ti;\O l~p dlt

tranh lanh ml;lnh trong cong ty de m6i ca nhan, b() ph~n d~u c6 c6 di~u

kic$n phat huy hEt kha nang ciia mlnh de dem ll;li hic$u qua t6i da cho cong

ty.

3.3.3 Gidi phap vi Marketing

Giai phap v~ Marketing cong ty dn t~p trung chii yEu vao cac chinh sach sau:

3.3.3.1 Chinh sach vi san phllm

Cong ty vfin tiEp tvc duy trl chinh sach cung ca'p cho thi trttC1ng cac san phffm phu

h

trttCfng doi hoi cac san ph§m ngay cang da dl;lng do d6 m()t m~t cong ty phai chii

d()ng cho ra thj trttC1ng cac san ph§m mdi m()t m~t thong qua vic$c h()i nh~p phia trttdc

vdi cac cong ty, dl;li ly tieu th\1 hang vdi s6 ltt<;1ng ldn ciia Phttdc An thl cong ty cfing

c6 the nilm bilt dtt

phu h

xua't ml an li~n (ndi khoang 70% san ltt<;1ng tieu thv ciia cong ty )la hQ su dvng m()t

lol;li nguyen lic$u de san xua't rna thttC1ng la hQ su dvng tit 2->4 lol;li nguyen li~u theo

m()t ty 11$ nao d6 ciia cac nha cung ca'p khac nhau de san xua't ra m()t lol;li thanh

ph§m nao d6 ly do m()t m~t la hQ khong mu6n phv thu()c vao m()t nha cung ca'p nao

m~t khac la hQ mu6n giu bi quyEt san xua't .Vi thE nEu Phttdc An h()i nh~p dtt<;1c phia trttdc vdi hQ thl tren cd sa chia xe thong tin va vdi kha nang ciia mlnh cong ty c6 th~ cung ca'p cho d6i tac cac lol;li san phffm hoan toan phu h

c6 the su dvng 100% nguyen lieu ciia Phttdc AN d~ san xua't ra m()t lol;li san phffm

Trang 75/84

nlw d6 . E>i~u nay giup cho hQ giam du'

thi se tieu thv du't s6lu'<;1ng san ph~m ldn hdn nhi~u so vdi hi~n t~i

M(>t va'n d~ nii'a lien quan tdi chinh sach san ph~m trong di~u ki~n h(>i nh~p phia

tntdc d6 la ht s6 cong ty san xua't sii' dvng

nguyen li~u ciia Phu'dc AN

.Tren cd sa nang h,tc loi va kha nang nghien CUu ciia

minh Phu'dc AN c6 th~ h

li~u d~u vao cho cac d6i tac phu h

phong thi nghi~m ciia nhau va trao d6i chuyen mon l§:n nhau se cho phep d~y nhanh

tie'n d(> nghien cttu len ra't nhi~u so vdi hi~n nay .

T6m l~i Phu'dc An trong thC1i gian tdi nen t~p trung vao cac san ph~m c6 cac tih

cha't sau:

~ Nhii'ng san ph~m c6 nhu c~u tang cao trong tu'dng lai

~ Cac san ph~m t~o du'

ciia Phu'dc An so vdi cac doanh nghi~p cung nghanh do t~o du'

trong nh~n thuc ciia cac cong ty tieu thv san ph~m ciia cong ty

» Cac san ph~m c6 gia tq gia tang cao do vi~c nghien cttu va h

cuu mang l~i

3.3.3.2 Gidi phap vi gia cd

Chinh sach gia ciia cong ty trong thC1i gian tdi v§:n tie'p tvc la sii' dvng ke't h

gii1a dinh gia theo chi phi ,theo c~nh tranh va theo ngu'C1i mua .Nhu'ng theo chinh sach

v~ san ph~m nhu' da trlnh bay a tren trong tu'dng lai Hiu dai cong ty se sii' dvng ph6

bie'n phu'dng phap dinh gia theo cam nh~n ngu'C1i mua d6i vdi cac san ph~m ciia cong

ty d6i vdi cac khach hang khong phai la cac d6i tac chie'n lu'

khach hang rna cong ty da ky h

ph~m ban cho hQ vdi s6 lu'c;tng ldn rna con c6 th~ h

san ph~m d~c thu phu hc;tp vdi yeu c~u ciia hQ thi hai ben se ban b~c d~ th6ng nha't

Trang 76184

m()t muc ghi sao cho hai ben cung c6 l<;1i ta't nhien muc ghi d6 phai tha'p hdn muc ghi

ciia cac san phffm tttdng dttdng tren thi trttC1ng .

3.3.3.3 Gitii phap vi phan phlfi va chieu thj

Cong ty vfin tie'p t\lc tie'n hlmh phan pho'i san phffm nhtt hi~n nay nghia la giao

hang tdi tan kho ciia ngttC1i mua do'i vdi cac khach hang la cong ty va giao hang t~i

nha may do'i vdi cac khach hang la d~i ly .Tuy nhien san phffm ciia cong ty va danh

sach cac khach hang se ngay m()t tang do d6 d~ tranh bi d()ng trong vi~c phan pho'i

b() phan kho van c~n phai tap ke' ho~ch giao nhan hang hang tu~n that chi tie't d6ng

thC1i cong ty ciing phai trang bi them m()t so' xe tai n~ng d~ chii d()ng trong vi~c

chuyen ch~ va h~n che' to'i da vi~c thue xe ngoai b~i vi ne'u phai thue ben ngoai

chuyen ch~ se lam chi phi van chuy~n tang hdn 2 l~n so vdi sii' d\}ng xe cong ty '

d6ng thC1i tinh chuyen nghi~p trong giao nhan ciing nhtt tinh thiln trach nhi~m ciing

khong th~ bilng lai xe ciia cong ty.

E>o'i vdi ho~t d()ng chieu thi thl ngoai nhii'ng h<,>at d()ng cong ty dang thtfc hi~n nhtt

ho~t d()ng quang cao,khuye'n m~i nhtt da gidi thi~u ~ chttdng 2 trong thC1i gian tdi

cong ty c~n phai thie't Iap m()t trang WEB gidi thi~u v~ cong ty ciing nhtt cac san

phffm cong ty dang san xua't va tieu th\1 .Rieng do'i vdi cac san phffm chao mlu cho

khach hang thl ngoai cac chi tieu h6a ly thong thttC1ng theo yeu c~u ciia khach hang

cong ty nen g~i kern theo m()t ban dd thi v~ san phffm do cac may moe ciia phong

R&D vera khi ki~m tra cha't ltt<;fng san phffm .E>i~u nay se giup khach hang ra't nhi~u

trong vi~c ki~m tra mlu vi ne'u chi can cu vao cac chi tieu h6a ly thl d~ chltc chltn

khach hang bu()c phai ch~y thu mfiu tren day chuy~n va tham chi con phai thu nhi~u

l~n vdi nhi~u cong thuc pho'i tr()n khac nhau h<.> mdi c6 th~ quye't djnh dtt<;fc san

phffm ciia cong ty c6 phu h<;fp hay khong con ne'u c6 ban dd thi tren h<.> c6 th~ d~

dang dtta ra cong thuc pho'i tr()n cho phu h<;fp nha't . Ne'u nhu' trttdc day tir luc chao

hang de'n khi c6 ke't qua chinh thuc it nha't ciing phai ma't m()t tu~n thl giC1 day chi

ma't tir 1->2 ngay.

Trang 77184

V~ cham soc khach hang cong ty c~n phiH chii d(>ng hdn nua trong cong tac cham

s6c san ph§m cho khach hang .Ne'u nhu' tru'dc day vi~c cham s6c khach hang chii

ye'u do b9 ph~n ban hang tht.tc hi~n nhu'ng cac thifc mifc va khie'u n~i ciia khach

hang chii ye'u l~i lien quan tdi tinh cha't ciia san ph§m nen nhi~u khi vi~c tra IC1i cac

th3:c ma:c d6 ciia b9 ph~n ban hang do'i vdi khach hang la khong thoa dang .Do d6

gW day d~ dap ung nhu c~u ngay cang cao va da d~ng ciia khach hang cong ty phai

l~p m(>t du'C1ng day n6ng ,du'C1ng day nay du'<;1c chuy~n tn,tc tie'p de'n cac tru'<"ng b9

ph~n c6 lien quan d~ giai quye't cac tru'C1ng h<;1p d(>t xua't cho khach hang va d~u

chinh nhung thie'u s6t ciia san ph§m ngay l~p tuc ( ne'u c6).

3.3.3.4 Gidi phap vi tai chtnh -kt toan

Do'i vdi giai phap v~ tai chinh thl ngoai cac cong vi~c dang tht.tc hi~n nhu' da trlnh

bay<" chu'dng 2 d~ dap ung du'<;1c yeu c~u trong tlnh hlnh mdi b9 ph~n tai chinh ke'

toan c~n phai khifc phl,lc nhung di~m ye'u va tht.tc hi~n to't cac nhi~m Vl,l sau

~ Nang cao nang lt.tc chuyen mon ciia b9 ph~n tai chinh ke' toan d~ dam bao

tinh chinh xac va .kip thCJi trong vi~c h~ch toan ke' toan .D~ tht.tc hi~n du'<;fc

vi~c nay m9t m~t cong ty se cu cac nhan vien phong ke' toan di hQc d~ c~p

nh~t va nang ca'p trlnh d9 ,m~t khac cong ty se d~u tu' nang ca'p ph~n m~m ke'

toan hi~n t~i d~ chu'dng trlnh ch~y t\1' d(>ng du'<;1c cac mfiu bi~u bao cao phong

phu va da d~ng hdn d~ phl,lc Vl,l cho vi~c quan ly nhi~u m~t cda cong ty

~ Tie't giam chi phi buy d(>ng vo'n cho cong ty tinh tren m(>t ddn vi san phim va

dam bao vong quay vo'n khoang 3 thang /vong thay vl ttt 3.5->4 thang m9t

vong nhu' hi~n nay .D~ tht.tc hi~n du'<;fc ml,lc tieu nay cong ty c~n d§y m~nh

vi~c ban hang thu bhng ti~n m~t ngay tren cd s<" tang ty 1~ chie't kha'u va

giam gia cho khach hang nha't la cac khach hang la d~i ly .M~t khac vdi vi~c

h9i nh~p phia tru'dc vdi cac nha cung ca'p nguyen li~u cong ty c6 th~ dam

phan vi~c mua hang tra ch~m vdi lai sua't tha'p hdn lai sua't dang vay ciia cac

Trang 78184

ngan hang trong nu'oc ,di~u nay se giup cong ty giam du'<;jc dang k~ Hii vay

va cac chi phi lien quan toi ho~t d9ng buy d9ng v6n.

~ Phai len du'<;jc ke' ke' ho~ch lu'u chuy~n ti~n tc$ kha thi tren cd sC1 ke' ho~ch san

xua't kinh doanh hang quy va hang nam .f)~c bic$t Ia dong ti~n vao c6 y nghia

ra't quan trQng voi Phu'oc An vi hic$n nay 100% vic$c thanh toan nguyen lic$u

nh~p khffu d~u la L\C tra ngay ne'u dong ti~n vao khong kiP tie'n d9 thanh

toan hang nh~p khffu thl khong chi anh hu'Clng trlfc tie'p de'n ke' ho~ch san

xua't kinh doanh rna con anh hu'dng de'n uy tin cua cong ty d6i voi ngan hang.

E>~ dap ung du'<;jc yeu c~u san xua't kinh doanh trong tlnh hlnh mOi bQ ph~n R&D

cua cong ty c~n phai thlfc hic$n t6t cac cong vic$c sau

~ Tie'p tl,IC dffy m~nh cong tac nghien CUu nhhm nang cao cha't lu'<;jng san phffm va

giam djnh muc tieu hao nguyen lic$u d6i voi cac san phffm dang san xua't .

~ Trong tie'n trlnh h9i nh~p phia sau d6i voi cac nha cung ung nguyen lic$u cong

ty c6 th~ ph6i h

lic$u ph6 bie'n cong ty dang san xua't va bQ ph~n R&D c~n phan tich va du'a ra

cac cong thuc cho vic$c sii' dvng cac lo~i nguyen lic$u moi nay d~ khi c6 di~u

kic$n thu~n l<;ji cong ty se san xua't .d~c bic$t la nguyen lic$u sii' dvng lam banh

ngQt cac lo~i .f)ay Ia m~t hang rna h~u he't cac cong ty trong nu'oc chu'a san xua't

nhu'ng l~i dang ra't c6 ti~m nang trong thC1i gian tdi .

~ Ph6i h<;jp voi m9t s6 cong ty dang tieu thl,l hang cua Phu'oc AN voi s6lu'<;1ng Ion

( chii ye'u Ia cac nha may san xua't ml an li~n )d~ cung h

ra cac san phffm moi d~ lam nguyen lic$u d~u vao phu h<;jp voi cac san phffm

moi ctia hQ voi gia ca c~nh tranh.

~ Tuy~n dvng va dao t~o d9i ngii can b9 nghien cti'u dii nang h!c d~ dap ung yeu

du cua cong ty trong tlnh hlnh moi .f)~ng thC1i cong ty ciing c~n du'a ra muc diii

3.3.3.5 Gitii phdp vi cling tdc nghien cBu phdt triin(R&D)

Trang 79184

ng() tu'dng xung v~ ti~n htdng va dl}c bi~t la che' d() thttdng n6ng dO'i vdi cac

nghien cti'u thanh cong c6 gia tti thttdng m~i

};;> Bam bao du cac trang thie't bi dn thie't va hi~n d~i cho cong tac nghien cti'u va

ciing m~nh d~n thue ngoai trong cac tru'Clng h<;lp cong ty chu'a dii nang lt!c ho~c

c~n phai sii' dt,mg cac trang thie't bi ra't di{t va khong sii' d1,mg thu'CJng xuyen

.Trong cac tru'Clng h

kinh phi bo ra.

3.3.3.6 Gitii phap dlfi viii ho~t dl)ng mua hlmg

Ho~t d()ng mua hang nhu' da phan tfch d chu'dng 2 luon giii' vai tro ra't quan trQng

c6 th€ n6i ne'u tht!c hi~n to't ho~t d()ng nay c6 th€ da dam bao 70% hi~u qua cho

cong ty .Vl v~y trong thCJi gian tdi do'i vdi ho~t d()ng nay c~n thie't phai tht!c hi~n cac

· bi~n phap cv th€ nhu' sau

» H()i nh~p phfa sau vdi m()t nha cung ca'p ldn va c6 uy tfn d€ dam bao la cong

ty se c6 th€ mua du'<;lc hang vdi cha't lu'<;lng 6n dinh va gia ca h<;lp ly .B6ng

thCJi vdi ke' ho~ch md r()ng h~ tho'ng. kho chua cong ty se tri€n khai bu'dc tie'p

theo lase h<;lp tac vdi nha cung ca'p d€ kinh doanh nguyen li~u nh~p khffu ban

cho cac nha san xua't trong nu'dc

};;> Thanh l~p phong thu mua rieng d€ chuyen mon theo doi ta't ca cac ye'u tO'

bie'n d()ng lien quan de'n gia ca nguyen lieu nhu' : Tinh hlnh thCli tie't,san lu'<;lng

,cu'dc v~n tai, chfnh sach ciia cac nu'dc xua't khffu,tlnh hlnh dt! kie'n nh~p khffu

ciia cac thi tru'Clng nh~p khffu ldn nhu' cac nu'dc trung dong ,A'n B() ,Trung

quO'c .... Cac thong tin nay c6 th€

truy c~p tren trang web ciia cac hiep h()i t~i

cac nu'dc xua't khffu lua mlldn tren the' gidi nhu' Uc,canada,Mi,Trung Quo'c

... Ngoai ra b() ph~n nay ciing c6 th€ c~p nh~t thong tin tit cac nha cung ca'p ldn

tren the' gidi dang c6 van phong d~i dien t~i VN .T6ng h<;lp ta't ca cac thong

tin d6 va ke' ho~ch san xua't kinh doanh ciia cong ty phong thu mua se len ke'

TrangB0/84

ho~mh nh~p hang tntdc it nha't Ia 3 thang dE giam thiEu t6i da cac rtii ro v~ gia

ca.

~ :E>ffy m~nh vi~c phat triEn cac ngu6n hang mdi dE dap ung cho nhu c~u phat

triEn san phffm mdi cua cong ty va tim kie'm ngu6n nguyen li~u gia tha'p dE

hfi tr

TrangBJ/84

,.,

KIENNGHI .

•!• Kie'n nghi cto'i vO'i nha mtctc

Xay d1;l'ng m()t h~ th6ng chinh sach ddng b() nhhm th1;l'c hi~n vai tro quan ly

nha mioc m()t each hi~u qua va d6i XU th\l'C S\1' blnh d~ng VOi cac thanh ph~n

kinh te'. Ngoai kha nang t\1' vlidn len cua doanh nghi~p tac d()ng vi mo tit

phia nha nttoc trong vi~c ho~ch dinh chie'n ltic;1c phat tri~n va xay d\1'11g moi

trttC1ng kinh doanh 6n djnh b~n vii'ng la ra't quan trQng . Qua d6 giup doanh

nghi~p yen tam t~p trung vao cong vi~c kinh doanh va md r()ng ho~t d()ng

kinh doanh.

C~n c6 chinh sach tang cttC1ng hfi trc;1 ,hoan thi~n h~ th6ng th~ che' ,chinh

sach khuye'n khich trc;1 giup d~ nang cao sue c~nh tranh cho doanh

nghi~p.E>dng thC1i c~n phiH c6 nhii'ng bi~n phap hii'u hi~u trong vi~c phong

ch6ng d6i voi cac doanh nghi~p c~nh tranh khong lanh m~nh v~ gia va gian

l~n thttdng m~i nhtt lam hang nhai,hang gia gay tac d()ng khong t6t de'n cac

doanh nghi~p lam an chan chinh.

Nha nttoc ciing c~n c6 cac chinh sach hfi trc;1 dao t~o d6i voi cac trung tam

d~y ngh~ Cfing nhlt cac trtiC1ng £>~i hQC d~ dao t~O chuyen sau vao chuyen

nghanh san xua't che' bie'n va bao quan nong san sau thu ho~ch von ra't ye'u

nhtt hi~n nay .Qua d6 dao t~o ra m()t l1;l'c lttc;1ng lao d()ng c6 tay ngh~ cao ,cac

nha quan ly chuyen nghanh d~ dap ung nhu c~u ngay cang gia tang.

•!• Kie'n nghi cto'i vO'i nganh

Trang82/84

Xuc tie'n thanh l~p hiep h(>i cac doanh nghiep trong nghanh tren cd sd d6

hiep h(>i c~n c6 chie'n ht<;fc va quy djnh Cl,l th~ d~ hfi tr<;J va giup dtJ cac

doanh nghiep trong nghanh . Tntdc m3:t vai tro ciia hiep h(>i la duy trl m(>t

the' c;;tnh tranh lanh m;;tnh giii'a cac doanh nghiep trong nghanh d6ng th<1i c6

th~ d;;ti dien cho cac doanh nghiep trong viec dam phan vdi khach hang nude

ngoai d6i vdi cac lo hang nh~p khffu ldn d~ tranh tlnh tr;;tng ep gia nhu' bien

nay d6i vdi cac cong ty nh~p hang vdi s6lu'<;fng nho.

T6 chuc cac CUQC h(>i tbao va cac kh6a bua'n luyen dao t;;to V~ Icy thu~t va

quan ly chuyen nghanh vdi slf tham gia ciia cac chuyen gia nu'dc ngoai nhhm

c~p nh~t nhii'ng kie'n thuc mdi nha't d6ng th<1i nang cao nang llfc ciia d(>i ngii

can b(> ky thu~t va quan ly.

Trang83/84

"

,..,

KETLU~N

Thong qua vi~c nghien cll'u moi tntC1ng ben trong, ben ngoai va vi~c d~ ra chie'n

hi~n dang dung tru'dc cac cd hl)i va thach thuc ra't ldn. Vi~c thanh b~i ciia cong ty trong

ht<;1c ciing nhu' cac giiii phap d€ th\l'c hi~n chie'n lu'<;1c neu tren, ta nh~n th~y ding Cong ty

tirng ltlc ph\1 thul)c ra't ldn vao vi~c th\l'c hi~n cac chie'n lu'

vdi cac ffi\lC tieu ng~n h~n va dai h~n CUa cong ty, nhhm d~t tdi du'

citng la ml)t trong cac doanh nghi~p d~n d~u trong nghanh va qua do xay d\l'ng du'<;1c

ml)t l<;1i the' c~nh tranh b~n vii'ng nhhm t~o ra hi~u qua va s\1' tang tntC1ng b~n vii'ng cho

Congty.

Do h~n che' v~ trlnh dl),thC1i gian ciing nhu' kha nang thu th~p thong tin nen lu~n

Trang84184

van nay ch~c ch~n khong tranh khoi nhi~u thie'u sot. Do do ra't mong nh~n du'<;1c nhii'ng gop y chan thanh ciia cac Th~y ,cac Co d€ l~n nghien cll'u sau du'<;1c hoan thi~n hdn

TAl LI~U THAM KHAO

1. Chilo hiqc va chinh sach kinh doanh.

Tac gid: PGS.TS Nguy2n Thi Lien Di~p & Pht;zm VanNam

NXB thdng ke nam 2003

2. Thi trtt

phat tri@n doanh nghi~p.

Tac gid :GS-TS Ton Thfft Nguyen Thiem

NXB Tp.HCM nam 2004

3. Chie'n Ittqc C~Jnh tranh theo ly thuye't Michael E.Porter

Tac gid : Michael E.Porter.

NXB Tdng h{Jp Tp.HCM nam 2006

4. Chilo lttqc CIJDh tranh cho cac doanh nghi~p vita va nho lJ Vi~t Nam hi~n nay

Tac gid : TS Pht;zm Thuy H6ng

NXB chinh tri qudc gia nam 2004

5. Quan tri Marketing

Tac gid:GS- TS H6 Dttc Hung

Trttung dt;zi h9c kinh tt thlmh phd HCM

6. Phlidng phap va phlidng phap luQ.n nghien CUu khoa hQC kinh tl

Tac gid: PGS-TS Nguy2n Thi Clmh

NXB Dt;zi h9c qudc gia thanh phd HCM nam 2004

7. D@ C~JDh tranh vO'i ngli

Tac gid: Don taylor, Jeanne Smalling Archer

Ngttili dich: Nguy2n Titn Diing, Nguy2n H6ng Linh ,Hoang Phttang

Thuy, NXB thdng ke ,Ha Nqi nam 2004

8 • Khai ID4n v~ quan tri chie'n luqc

Tac gia: Fred R.david

Ngttili djch: Trttang Cong Minh, Trdn Turin Tht;zc, Trdn Thj Tuung,

9. Marketing

Nha xudt ban Thffng Ke TP.HCM ndm 2003

Tac gid: PGS-TS Trdn Minh Dt;zo (chu bien)

1. Quan tri san xuit va «ijch V1}

NXB thdng ke ndm 2006

Tdc gid: GS-TS DOng Thi Thanh Phudng

2. Nhilng thach thti'c ciia quan ly trong the' ky XXI

NXB thffng ke ndm 2005

Tdc gia : Perter F.Drucker Ngllm djch : va Titn Phuc

3. Quan tri chie'n htc!c trong n~n kinh te' toan ciu

NXB tre TP-HCM ndm 2003

Tac gid : TS Pht;zm Thi Thu PhUdng

4. Thfli bao kinh te' Sai Gon cac sff nam 2006 va quy I nam 2007

5. Phan tich quan tri tai chinh

NXB khoa h(Jc kJ thu{lt TP-HCM ndm 2002

Tac gid :TS Nguyln Quang Thu

6. Cac trang WEB

Truimg Dt;zi HQc Kinh Tt TP-HCM ndm 2005

http: llwww.tuoitre.com. vn

http: /lwww. vneconomy.com. vn

http: llwww.nld.com. vn

http: /lwww.awb.com.au

http: llwww.cwb.ca

http://wwwJas.usda.gov/

http://www.cbot.com

Phu luc 1:

Tinh hlnh bie'n d(>ng ghi ca nguyen lic$u tinh blnh quan tir nam 2005 - 2007 (J cac

thi tntC1ng chinh tfnh theo gia (CF)

Gia hia ml Uc:

2005

175 Usd!Ui'n

198 Usdlta'n

2006

(6 thang nam 2007)

254 Usdlta'n

Gia (USD)

300

250

200

198

1so

- ------- -175-------------------------------------- 1-Gia (USD) I

100

50

--------------------------------------------------

Nam

6 thang 2007

0+-----------~----------~r-----------, 2006

2005

Gia hia ml Canada. Achentina :

156 Usdlta'n

2005

176 Usdlta'n

2006

248 Usdlta'n

(6 thang nam 2007)

Gia (USD)

Nam

6 thang 2007

300 250 200 ------- -fsa------------- _1Z&------------ ---------- 1-Gia cuso) I 150 ------------------------------------------------- 100 50 ------------------------------------------------- 0+------------r-----------,------------, 2006

2005

Phu luc 2: TINH HINH NH!P KHAU CUA VIETNAM QUA TUNG TH{JI KY

Page 18 of 21

GAIN Report- VM6016

3. WHEAT

3.1 PRODUCTION

Vietnam produces no wheat.

3.2 CONSUMPTION

Currently, Vietnam's total wheat milling capacity is around 5,250 MT of wheat per day, down from 6,400 MT per a day a year ago as a result of the closure of 7 small private mills. Small mills with old processing equipment will continue to be under pressure from new high volume, state-of-the art mills substantially if not completely foreign-invested.

As there is considerable excess capacity In the milling industry, wheat imports were, despite the closings, able to increase sharply In marketing year 2005, to 1,117 thousand metric tons compared with 778 thousand metric tons in MY2004. This puts Vietnam back on trend after a dip In imports in 2004. The 2004 decline was due to higher world wheat prices and declines in 2004 demand for feed use due, to avian influenza and reduced aquaculture exports.

Vietnam Wheat Import by Year (Unit: 1,000 mt)

1400r-~----------------------------,

1000+-T-----------------~~----~

200

8

..... en

800+-j------~~~~~~F----------------~ 600-h~~..:__ _ __ _ ___ _ _J 400 n----------_J 0~~~ . . . . . -J

(t) 0

0

C\1

..... C\1 0 0 ~ ~ ~

0-.:t ~

1.0 0 0 C\1

Vietnam's wheat milling extraction rate varies from 72% to 74%. This Is lower than many countries and is due to the high percentage of low-quality wheat Imports and poor milling equipment in Vietnam. There Is a good market for wheat milling by-products such as wheat bran and pollen.

,

Wheat flour is used mainly for making instant and wet noodles, baguette style breads, other bakery and confectionary products, and feed (mainly aquaculture feed). In 2005, production of instant noodles accounted for about 50% of total wheat flour use, with the export of Instant noodles increasing 15% from 2004. Domestic consumption of noodles continues to grow, but not enough to offset the loss in exports. Domestic noodle production faces stiff

UNCLASSIFIED

USDA Foreign Agricultural Service

1200+-~--------------------~~~o~

Page 20of21

GAIN Report- VM6016

statistical Tables

Table 3.1 Vietnam's Production, Supply and Demand for wheat

PSD Table

(1000 HA) (1000 MT)

2005 Estimate

Country Vietnam

2006 Forecast

UOM

Post

Post

USDA USDA USDA Offrcial Estimate Official Estimate Official (Old) [Old} [Old}

Post Estimate [New}

[New} 07/2005

Market Year Begin

0 0 0 1200 1200

[N~l 07/2004 0 0 0 1117 1117 50 1117 0 0 74 1117 0 1117

0 1200 0 0 75 1200 0 1200

0 0 0 1250 1250 100 1250 0 0 88 1250 0 1250

07/2006 MM/YYYY 0(1000 HA) 0(1000 MT) 0(1000 MT) 1350(1000 MT) 1350(1000 MT) 120(1000 MT) 1350(100() MT) 0(1000 MT) 0(1000 MT) 100(1000 MT) 1350(1000 MT) 0(1000 MT) 1350(1000 MT)

Area Harvested Beginning Stocks Production TOTAL Mkt. Yr. Imports Jui-Jun Imports Joi-Jun Import U.S. TOTAL SUPPLY TOTAL Mkt. Yr. Exports Juhlun Exports Feed Dom. Consumption TOTAL Dom. Consumption Ending Stocks TOTAL DISTRIBUTION

0 0 0 1226 1226 46 1226 0 0 75 1226 0 1226

0 0 0 0 0 0 0 0 0 0 0 0 0

UNCLASSIFIED

,

USDA Foreign Agricultural Service

Commodity Wheat 2004 Revised

GAIN Report- VM6016

Page 21of21

Table 3.2: Vietnam's wheat Import

Jui-Jun

Units:

!Metric tons! 2005

2004

900C u.s.

42000C

14200(

Import Trade Matrix Country Vietnam Commodity Wheat Time Period Imports for: u.s. Others Argentina Australia Canada China India

Others !Argentina Australia Canada China India

7080< 51218f 288471 15050~ 3036E

Total for Others

Others not Listed l Grand Total

562000 20700g 718000

1052329 1500d 1117429

UNCLASSIFIED

USDA Foreign Agricultural Service

5010~

Phu luc 3:

sAN Ll1(1NG LUA Mi TREN THE GIOI QUA cA.c NAM

2006-07 WORLD WHEAT:

World Wheat Production 8t SUDDiv/Demand(milllon metrlctonsl

2004-0S (USDA)

2006·07 (WPI)

2003·04 CUSDA)

2005._06 (USDA) 5 25.

59 25.8 1e 21.5 137 259.3 43

17.

us !Canada !Argentina IAusttalla IEU-25 Blct 5 Exporters Russia ukraine Kazakhstan

hli'Uil ndia Others :rotal World

onsumptlon

10 92 72 132.2 626 608 132 149 24;5%

58 2! 14 23 12 24 44 14 10 94 72 123 604 616 139 12 20.6%

64 23.5 14.5 26.3 10 235.3 34 3.6 11 86 .. 5 65 U9.E 555 588 16e 133 22.6%

12 22.5 123 240 48 19 11 95 72 125 610 620 149 139 22.4%

~"arrv In Endlna Stocks Stocks/Use

Source: USDA, WPI

The market In the Black Sea Is firmer again, but at current levels buyers In the Mediterranean are

· switching to· alternative origins. The Egyptian GASC bought 300KMT this week for December

shipment of which 120KMT Australian at $128.50, 60KMT of Australian hard wheat at $163.50 and 120KMT of French wheat at $129.69 and $129.99. Russian w~eat was offered at $125.75 and was the cheapest among all offers (on a FOB basis) but the GASC decided that the discount versus the traditional origins was not attractive enough. When the GASC started buying Russian wheat at the start of the current campaign, the discount to the closest other origin (the French) was about $20 per ton. The wide spread between French and Black Sea was expected to narrow as the projeCted export demand for Black Sea wheat was exceeding the size of exportable surplus. However, the spread has melted more rapidly than expected due to the serious concerns about next year's crop prospects in Russia and Ukraine following the drought in September/October, the poor planting conditions, low emergence rate and vulnerable condition of the wheat before the winter.

Will the prices in the Black Sea move backwards to attract more demand? On paper, Ukraine and Russia have significant surpluses of wheat at the end of 2005/06. The real question is whether the farmers and local traders will be willing to carry a significant part of the surplus Into next campaign. As long as the general perception In the region is that the crops will be seriously damaged, a significant price break should not be expected. However, if the winter does not further deteriorate the crop conditions and next years crops reflect a surplus (although smaller than In 2005/06), prices of the Black Sea wheat will certainly break in order to buy additional demand before the summer.

·

The EU granted only 117KMT of export restitutions at levels up to €:5, sending a clear signal to the market that despite the heavy domestic wheat balance, Brussels will grant subsidies in accordance to the price developments of the competing origins and mainly the prices in the Black Sea. At $128 FOB, the French wheat is competitive again to North Africa which should help the volume of exports from France for the coming weeks I months.

The higher prices in Ukraine and Russia have attracted some Bulgarian milling wheat with lower quality specifications In the export market. The main quality deficiency of the Bulgarian wheat this year is the test weight which is below 77kg/hl {versus the normal 80kg/hl) resulting from the excessive rains during the summer. About 60KMT were sold this week at prices between $116 and $118 FOB for December Shipment.

Bulgaria has planted about 850,000 hectares of winter wheat so far which Is about 150,000 ha less versus same time last year due to the floods In September/October on one hand and the very slow harvest of corn due to the high cost for drying on the other hand. The plantings may reach 1,000,000 ha If the weather cooperates. However, a cold front is expected to bring rain and snow during the next 7 to 10 days which will keep the farmers off the fields.

Prices in the domestic market In Romania are under pressure which may be a sign that the expected milling wheat deficit was overestimated. The Romanian wheat quality was severely affected by the excessive rains during the summer and the majority of the crop turned Into feed grade. However, the spread between bad quality local wheat and Imported milling wheat Is so wide (more than $40) that millers are finding solutions to use as much as possible of the local wheat. Consequently, the milling wheat deficit is reduced and the need of Importing milling wheat Is postponed for now.

Wheat plantings In Romania are almost completed with about 1,500,000 ha already planted. The final acreage is expected to reach 1,600,000 ha to 1,700,000 ha which Is about 500,000 ha less than last year. However, without adverse weather conditions, the wheat production should be close to SMMT next year which should exceed the domestic demand by at l(!ast O.SMMT.

Milling Wheat Prices USHRW

USSRW

November

FRANCE***

BLACK SEA**

~h~rnent

IF Egypt /Israel

$194 .

11-pro * $146 ·1

$163 +2

115 pro* $142 +3

.

~eekly change • dry basrs ** Ukraine, Russia, Bulgaria. *** basis C 5 restitution

Source: World Perspectives, Inc.

FEED GRAINS

The feed wheat market is on fire In the Black Sea due to the limited volume of offers in Ukraine. The offered level for a cargo of 25KMT in Ukraine Is nominally $110 with buyers at $105. The high feed values in the Black Sea are attracting some Romanian and Bulgarian feed wheat in the export market. About 50KMT of Bulgarian feed wheat traded this week between $103 and $105 FOB.

The trade Is nervous about the next quarter TRQ licenses for the EU of 592KMT that will be tendered early January. If Ukraine can not supply this volume, the market will have to switch to other origins like Bulgaria or Brazil. About 200KMT to 300KMT of Brazilian feed wheat has been sold at levels between $93 and $95 FOB. Brazil is not a traditional exporter of feed wheat but the heavy rains in the state of Parana have damaged the wheat quality resulting in a surplus of feed wheat.

Black Sea corn remains more competitive versus US corn to the main Mediterranean destinations. However, the sharp fall of CBOT futures and Improving barge logistics have narrowed the spread between the two origins from $15 to only $7 on a CNF Egypt/Israel basis. Many consumers would pay a $5 to $10 premium for US corn versus Black Sea for the better quality.

The corn harvest in Bulgaria is only 30% to 40% complete due to rains. Farmers have intentionally left the corn to dry naturally In the fields due to high cost of drying this year; It's a dangerous bet as the weather may not allow the harvest to resume in the coming weeks which could result in serious crop damage. The corn crop in Bulgaria was expected to be excellent this year due to the abundant rains with a potential BOOKMT to 1MMT exportable surplus. The size of the surplus may have to be significantly revised down in case the harvest can not be ~ompleted by the end of the year.

In Romania, the harvest is about 85% completed with about 8.6MMT harvested. Similar to Bulgaria, the harvest of the balance may be compromised depending on the weather In the coming weeks.

Feed Grains Prices UKRAINIAN

ARGENnNE

EU

BLACK SEA**

~ovember

US*

BLACK SEA**

BARLEY

- .

CORN $120 +1

CORN $135 +2

BARLEY __1:147 +2

FI!EDWHEAT $127 +3

lhtpment CORN _$127 tiF Eavot I Israel -2 t.veekly change I* nominal value 1 no firm (Jffers fo• Cheapest execution from Ukraine Russia, Bul9_aria or Romania.

Source: World Perspectives, Inc.

Phu luc 4:

,..,

?

,:,

,

,

'

'

CO CAU SAN PHAM CAC LO!I TU NHA MAY

72%

11%

1. Dung lam mi an li~n : 2. Dung lam 6 banh mi :

17%

3. Dung lam thuc an thtiy san:

IIMl an lit\n

•O banh ml

OThllysan

Phu luc 5:

'

,

,

,

DANH SACH CAC KHACH HANG

1. C6ng ty TNHH Thao Thjnh

Fax : 0511.823387

.E>ia chi: 441, Le Du~n. TP. Da Nang . .E>ien tho~i : 0511.821788 Ngu'oi giao dich: Co Thiio, Chu Thinh.

- Qua tim hi~u m6i thang tieu th\} khoang 500 ta'n cac lo~i chu ye'u cac san ph~m dang c6 t~i Da Nang va m()t sia C~u Nau, Chla Kh6a .E>o, Thap Cham, Non Nu'dc, Tien Sa, Song Han ... khong nMn hang cua Uni-President, Blnh .E>ong do gia cao.

2. Cua hang Lttdng Th1fc s6 76

Fax: 050.854168

.E>ia chi : 76 Tr~n Phu, TP Ban Me Thu()c . .E>ien tho~i: 050.853465 Ngu'oi giao djch: Chu Cue DTD.E>: 093.5315316

- S6 lu'Qng tieu th\1 100 de'n 150 ta'n/tMng chu ye'u la cua Uni-President, cong ty Lua Vang, cong ty Thu .E>U'c, cong ty Blnh Dong, cong ty Blnh An va cong ty Phu'dc An.

3. B~Ji Ly B(U Mi Binh Nghi

Kho : 050.856944

Fax : 0511.859053

.E>ia chi : 38 Le Hdng Phong, Tp. Ban Me Thu()c .E>ien tho~i : 050.859053 Ngu'C1i giao djch: Co Nghi DTDD: 098.3859644 MST : 6000466200

- S6 lu'c;Jng tieu th\1 100 de'n 150 ta'nltMng chu ye'u la cua Uni-President, cong ty Lua Vang, cong ty Thu Due, cong ty Blnh .E>ong, cong ty Blnh An va cong ty Phu'dc An.

4. C6ng ty TNHH Tiln ~c

Fax: 063.836724

.E>TD.E>: 091.3934031

-

.E>ja chi: 21 Bis, Tr~n Phu, Da L~c .E>i~n tho~i: 063.822289 Ngu'oi giao djch: Bac Nghia .E>dy Ia ddn vj ldn (J Da L~c. Long Khanh va cac tinh 14n c4n, lu'Qng tieu th\1 khoang 300 - 400 ta'n /thang. Dang giao djch vdi cong ty Blnh .E>ong, Uni President, lnterflour, MeKong, VFM, ...

S. B~Ji Ly My Hi~p

Fax: 056.822188

.E>ja chi: 123 Le LQi, TP. Qui Nhdn .E>i~n tho~i: 056.822188 Ngu'C1i giao djch : Co Chu Hi~p.

- Day Ia ddn vj IOn i'1 Qui Nhdn tieu th\1 i'1 TP. Qui Nhdn, Tam Quan, DU'c Phfl va cac tinh Ian c~n. ht

6. D~i Ly BOt Mi Phu'dng Nam

Dja chi: 769 Tr~n HU'ng D~o. TP. Qui Nhdn Di~n tho~i: 056.822833, 056.748026 NgttC1i giao djch: C6 Cd, Anh Dung.

- Day Ia ddn vj IOn i'1 Qui Nhdn tieu th\1 i'1 TP. Qui Nhdn, Tam Quan, DU'c Phfl va cac tinh Ian c~n. Itt

7. D~i Ly BOt Mi Due Thinh

Dja chi: 18A Le H~ng Phong, Nha Trang Di~n tho~i: 058.871169, 058.876623 NgttC1i giao djch : Anh Tien MST : 4200457087

- Day Iii ddn vj tttdng d6i 1<1n i'1 Nha Trang, tieu th\1 i'1 TP. Nha Trang, Phu Yen, Blnh Thu~n. Ninh Thu~n va cac tinh Ian c~n. tieu th\1 khoang 400 - 600 ta'n /tbang. Dang giao djch vOi c6ng ty Blnh Dong, Uni-President, Interflour, MeK6ng, VFM, Thii DU'c, ...

Fax: 054.523659

Dja chi: 69 Huynh Thuc KMng- Hue'; Kho: 187 Tang B~t HG- Hue' Di~n tho~i: 054.511518; Kho: 054.526236 NgttC1i giao djch: C6 Chu Vui

DTDD: 0903.581610

- Qua tlm hieu thl m6i thang tieu th\1 khoang 500 ta'n cac Io~i chii ye'u Ia cac san ph~m dang c6 t~i Da Nang va m()t s6 c6ng ty khac trong mi~n Nam nhtt Vi~t Y, ViMaFiour, MeK6ng, VFM, lnterflour. Cac san ph~m nhtt: H~ Long, Cay Tre, Dja C~u Nau, Dja C~u Do, Chla Kh6a Do, TMp Cham, Non NttOc, Tien Sa, S6ng Han, ... kh6ng nh~n hang ciia Uni-President, Blnh D6ng do kh6ng chu()ng va gia qua cao.

8. Cd Si'l Kinh Doanh Lu'dng Thtfc Tin Phu'dng

Dja chi : 39 H~ Xuan Httdng - Hue'

- Day Ia khach hang tieu th\1 m~nh i'1 Hue', tren 1000 ta'n /tbang cho ta't ca cac lo~i san ph~m dang c6 t~i Da N~ng va m()t s6 nha may trong mi~n Nam nhtt Vi~t Y, ViMaFiour, MeK6ng, VFM, lnterflour, Blnh Dong. Cac san phit'm nhtt sau : H~ Long, Cay Tre, Dja C~u Nau, Dja C~u Do, Chla Kh6a Do, TMp Cham, Non NttOc, Tien Sa, S6ng Han ... kh6ng nMn hang Uni-President.

9. Doanh Nghi~p Tu NhAn TAn Tri

Dja chi : 58 Ph~m Xuan Hoa - Tp.Quang Ngai

10. D~i Ly Ki~u Blnh

D~i ly nay tieu thQ nho va nh~n hang qua cac d~i ly (J Da Nang va Hue', khfing nMn hang trong mi~n nam.

11. DNTN Vinh Thanh

Dja chi : 96 Tr~n Quf Cap - Nha Trang Day Ia ddn vi ldn nha't i'J Nha Trang, tieu thQ i'J TP. Nha Trang, Phu Yen, Blnh Thu~n. Ninh Thu~n va cac tinh Ian c~n, htc;1ng tieu thQ khoang 1000 ta'n I thang, dang giao dich vdi c6ng ty Blnh Dfing, Uni-President, MeK6ng, VFM, D~i Phong.

12. C6ng ty TM&DV Phtio'ng Toan

Dia chi : 34 Nguyen Tri Phttdng - Da Nang

- Day Ia ddn vi tieu thQ bQt mlldn nha't t~i Da Nang va cac tinh Ian c~n, chi ph6i bQt cho cac nha may san xua't banh kyO, banh ngc;>t va cac d~i ly ban le (J Da Nang va cac tinh Ian c~n. Stt tieu thQ tren 1000 ta'n I thang.

13. D~i Ly B~t M1 TamBa

Dia chi 05-07 Tr~n Phu - Gia Lai Day Ia ddn vi ldn (J Gia Lai cung vdi D~i Ly Vttdng TttC1ng Van nhttng d~i ly nay c6 san xua't banh rnl va banh ngc;>t (gi6ng nhtt Dll'c Phat) d~ng th(1i ciing 13. d~i ly ban le. S6Ittc;1ng tieu th\1 khoang 300- 500 ta'n I thang. Hi~n t~i dang nMn hang cua MeK6ng, Blnh D6ng, Interflour, Uni-President, VFM, ...

14. D~i Ly B~t M1 Vtio'ng Y Ttillng Van

Dia chi : 04A Hoang Van ThQ - Gia Lai

- La ddn vi tttdng d6i ldn sau d~i ly TarnBa tieu thQ khoang 200 - 300 ta'n I thang. Chu ye'u nMn hang cac c6ng ty MeK6ng, Blnh D6ng, Interflour, Uni-President, VFM va Minh NMt.

15. C6ng ty TM&DV Phtio'ng Hdng

Dia chi : 158 D6ng Da - Tp. Da Nang

- La ddn vi tttdng d6i ldn, dttc;1c xe'p sau c6ng ty Phttdng Toan - Da Nang va cac

phttdng thll'c nh~n hang ciing gi6ng nhtt Phttdng Toan, Thao Thjnh.

16. B~i Ly Bao Ngqc

Dia chi: 6617 Le Lc;1i, thi xa Phan Rang- TMp Cham. Day Ia d~i ly ldn (J Phan Rang, ciing c6 lo san xua't banh ml, s6 lttc;1ng tieu th\1 khoang 150 ta'n I thang.

Phu luc 6:

?

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?

"

BANG CAU HOI THAM DO

Xin chao Quy cong ty I D~i ly toi la hQc vi en cao hQc khoa qmin trj kinh doanh D~i hQc kinh te' TP. H6 Chi Minh hi~n t~i dang khao sat v~ d~ tai "M(>t s6 va'n d~ lien quan de'n hanh vi ciia cac cong ty I d~i ly vdi vi~c tieu thv san phfim ciia cac nha may b(>t ml (1 phia nam ". Do d6 ra't mong quy Cong tyl D~i ly danh it th<1i gian d~ tra lCfi m(>t sci diu hoi day vdi cam ke't la nhti'ng thong tin rna Quy Cong ty I D~i ly cung ca'p chi sii' dvng cho mvc dich nghien cttu. Toi xin chan thanh cam dn st! h

0 Phu'dcAn 0 TrungNam

D Mekong Flour Mills 0 PhudcAn

o Khac

Lu'U y :Co th~ tra lOi 2 ho~c nhi~u Cong ty da neu tren

N Vui long cho bie't Quy Cong ty I D~i ly da tirng mua hang ciia cong ty nao trong cac cong ty sau day.

3: Kha d6ng y

1: Khong d6ng y 4: D6ng y

2: ft d6ng y 5: Hoan toan d6ng y

Vdi thang di~m tu'dng ll'ng la: 0, 1, 2, 3, 4

Bl Cong ty I D~i ly vui long danh da'u (X) vao o th~ hi~n chinh xac nha't tht!c tr~ng cac cong ty rna mlnh da tirng mua hang

S6

Mekong Flour Mills

Phtt6cAn

TrungNam

Ghichu

tlt

c

~ thd'

1

2

3

4

1

5

2

3

4

5

1

4

2

3

5

1

Hi6u ro san ph~m minh va cac san ph~m cung lo~i

2

Tu' va'n v~ vi~c chQn h;tc san ph~m ro rang

Cung ca'p thong tin d'y dii v~ san ph~m

3 4

-

H~n mltc tin d\lng va thC1i gian thanh toan dap ltng du'

5

C6 srf h6 tr~i ly thrfc srf g~p kh6 khan trong vi~c xoay vongv6n

6

Mltc gia eel h

7

Gia linh ho~t theo tirng thC1i di6m

8

C6 mltc chi€c kha'u h

9

C6 m~ng lu'di phan ph6i h

10

Luon giao hang dung h~n

11

Vj tri ciia cong ty giup cho vi~c giao nhan hang de dang

12

Vi tri cong ty giup ti€t giam chi phl v~n chuy6n va cung ltng hang nhanh cho khach hang trong nhii'ng tru'Cfng h

13

C6 kha nang dap ltng du'

C6 khan nang dap U'ng dlt

14

15

Cha't h:t<;1ng san phim phu h

16

C6 cha't h:t

17

C6 kha nang di~u chinh cha't ltt<;1ng nhanh theo yeu c'u ciia khach hang

C6 chiing lo~i san pMm da d~ng

18

19

ThC1i gian c6 san phim mdi chao ra thi trltC1ng nhanh