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BO GIAO Dl)C VA DAO T~O ' TRUONG D~I HOC KINH TE TP. HCM
- NGUYEN TIN
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CO CA U VA D~ C DIEM THJ TRUONG BAN HANG
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HANG MY PHAM (FMCG) T~I VI~T NAM VA MOT SO
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GIAI PHAP HOAN THI~N H~ THONG PHAN PHOI
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NHAM DAY M~NH HO~ T DONG KINH DOANH
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CUA DOANH NGHI~P
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Chuyen. nganh : QUAN TRl KINH DOANH Mii sfl: 5 • 02 • OS
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,...,, . LUAN VAN THA C SI KINH TE
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Ngztili hllung ddn khoa hvc:
TS. NGUY.~x~~~~..--_,
BQ GIAO Dl)C VA 8/10 TAO TRUONG DH KINH TE TPJ:ICM THU,TJ~N qs-gv ~
TP. H6 Chi Minh- Nam 2003
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CO SO LY LU~N VE H~ THONG PHAN PHOI, MQT s6 KINH NGHI}tM xA. Y nl)'NG Hit THONG PHAN PHOI NGHANH HANG MY PHAM TRONG KHU Vl)'C DONG NAMA.
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1.1 Khai ni~m phan pho1 trong bo'i canh Marketing.
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1.2 Qui trinh mua himg va vai tro phan pho'i trong mua hang
1.3 H~ tho'ng phan pho'i Ia gl va qui trinh tie'p c(ln trong vi~c
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phat triin h~ tho'ng phan pho'i
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1.3.1 Khai ni~m h~ th6ng phan ph6i
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1.3.2 Tgm quan tn;mg cua h~ th6ng phan ph6i
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1.3.3 Qui trlnh phat tri~n h~ th6ng phan ph6i
1.4 Kinh nghi~m va xu hu8ng phat triin h~ tho'ng phan pho'i
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hang my phftm trong khu vrfc Dong Nam A.
1.4.1 Xu hu'ong "suy nghi to~m cgu, hanh d()ng dia phu'ong"
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(think globally, act locally).
1.4.2 Ung dt,mg cac nguyen ly va ky thu~t trong
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qmln tri san xua't vao h~ th6ng phan ph6i.
1.4.3 Nhln nh~n dung nhii'ng kha nang va hqn che'
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cua phan ph6i.
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Chtidng 2 co CAU v A D!C DIEM THl TRUONG BAN HANG T~I VItT NAM. THVC TR~NG HO~ T DONG XA y DTjNG Hit THONG PHAN PHOI CUA CAC CONG TY KINH DOANH HANG MY PHAM T~I THJ TRUONG VI:t::T NAM
2.1 Qui mo thi tru 17 19 2.2 Cd ca"u va d~c diim thi trtiiing ban hang my phdm Vi~t Nam 2.2.1 Cd ca'u thi tntong 19 2.2.2 Th6i quen mua s~m cua khach hang 27 2.3 Thtfc tr~ng ho~t d()ng phat triin h~ tho'ng phan pho'i hang 29 myphdm 2. 3.1 Xu hu'ong phat trien cac kenh phan ph6i cua thi tru'ong ban hang ph6i hang my ph§:m 29 29 2.3.2 Thlfc tr~ng ho~t dong phat trien h~ th6ng phan ph6i 30 2.3.3 Xu hu'ong tie'p c~n trong vi~c phat trien h~ th6ng phan ph6i 2.3.4 Tinh hi~u qua cua h~ th6ng phan ph6i 32 2.3.5 Cac h~n che' t6n t~i trong vi~c phat trien h~ th6ng phan ph6i 32 " " A' " , , ' ' ,..~ Chu'dng 3
MOT SO BI~N PHAP PHA T TRIEN VA HOAN THI~N
Ht THONG PHAN PHOI CHO CAC DOANH NGHitP
MY PHAM T~I THl TRUONG VItT NAM 3.1 Cac bi~n phap phat tri~n va hoan thi~n h~ tho'ng phan pho'i 34 do'i voi cac doanh nghi~p 3.1.1 Xay dl,l'ng chie'n ht<;ic phat tri~n h~ th6ng phan ph6i trong m6i quan h~ dung d~n VOi chiSn lu'QC san phffm va mang tinh chie'n lu'<;jc dai h<;tn. 34 3.1.2 Phat tri~n h~ th6ng phan ph6i phu h9p 37 voi cac giai do<;tn phat tri~n cua cong ty. 3.1.3 Bao dam du hang trong h~ th6ng phan ph6i cua cong ty 39 bAng vi~c ung d1,mg nguyen ly trong quan tri san xua't 3.1.4 T~n d1,mg va phat buy cac kinh nghi~m, xu hu'ong phat tri~n cua thi tru'ong cua cac nu'oc trong khu vl,l'c 41 trong vi~c phat tri~n h~ th6ng phan ph6i. 43 3.2 Cac di~u ki~n d~ thljc hi~n ghii phap hoan thi~n 44 3.2.1 Di~u ki~n ye'u t6 nhan sl,l' 48 3.2.2 Qui trlnh phat tri~n h~ th6ng phan ph6i 51 3.3 Danh gia hi~u qua thljc hi~n giai phap 52 3.4 Cac kie'n nghi ... ? ~ LOIMODAU 1. Tinh ca'p thie't cua d~ tai: Voi chinh sach md cll'a thu hut v6n dffu tu' nu'oc ngoai nh~m thuc dffy n€n kinh te" phat tri~n, Vi~t Nam da d~t du' qu6c gia da vao thi tru'ong Vi~t Nam. Trong Ian song dffu tu' nay, st.t xua't hi~n cac cong ty my phffm hang dffu the' gioi ben c~nh cac cong ty trong nu'oc da lam thay d6i hiin bo m~it thi tru'ong, phong phu phat tri~n m~nh me hdn d6ng thai c~nh tranh gay gi{t hdn. Tuy nhien ke"t qua kinh doanh ciia cac doanh nghi~p my phffm khong d~t du' cac ke"t qua mong dqi va da lam nan long khong it trong sO' h<;>. Mot trong nhung nguyen nhan chinh d6 la cac doanh nghi~p da khong c6 du' ph6i hang h6a thich h h "Co m()t di~u chile chiln Ia chile Ia se khong co chuy~n khach hang se "xay m()t con du'~ng de'n tru'dc cti'a nha b~n ". Trong m()t thi tru'~ng rna cung luon vu't1t cdu, cac chie'n lu't1c phan pho'iluon dong m()t vai tro so'ng con." DiSu nay cang d~c bi~t nghiem tr<;>ng d6i voi cac doanh nghi~p my phffm vua va nho trong nu'oc. Chinh di€u nay da lam toi quye"t dinh ch<;>n de tai: "CO CAU v A E>Ac DIEM THl TRUONG BAN HANG HANG MY PHAM (FMCG) TAl vieTNAM ? , ... ,., ,., ~ ,.t " ... ,., A' A' ,., VA MOT SO GIAI PHAP HOAN THI~N H~ THONG PHAN PHOI NHAM DAY MANH HOAT DQNG KINH DOANH CUA DOANH NGHJ_ep" cho lu~n van t6t nghi~p cao h<;>c ciia mlnh. 2. Ml}.C tit~u cua d~ tai: Tim hi~u cd ca'u va d~c di~m thi tru'ong ban hang hang my phffm Vi~t Nam, danh gia phu'dng phap tie"p c~n va phat tri~n h~ thO'ng phan ph6i ciia cac doanh nghi~p. cac kinh nghi~m va xu hu'ong trong vi~c phat tri~n h~ th6ng phan phO'i ciia cac nu'oc trong khu vt.tc tu d6 du'a ra mot sO' bi~n phap nh~m giup cac doanh nghi~p my phffm vua va nho trong nu'oc c6 nhii'ng bu'oc di thich h phat tri~n h~ th6ng phan ph6i trong kinh doanh 6n dinh, phat tri~n c6 l t6n t~i trong m()t moi tru'ong qnh tranh ra't gay giit. 3. GiOi h~n ph~m vi nghien cuu: Khai ni~m hang my phffm trong lu~n an Ia cac ml)t hang FMCG nhu': dgu g()i, b()t gil)t, xa bong t~m ... Lu~n an nay di sau vao nghien cuu phu'ong phap va nguyen ly trong vi~c phat tri~n h~ th6ng phan ph6i, phan tfch dl)c di~m ciia thi tru'ong ban hang hang my phffm Vi~t Nam, nghien cuu m()t s6 kinh nghi~m va xu hu'ong h~ th6ng phan ph6i hang my phffm ciia cac nu'oc trong khu vlfc trong mong mu6n c6 th~ giup cac doanh nghi~p my phffm n()i dia vua va nho xay dl,l'ng du' vi~c kinh doanh vii'ng ch~c trong ng~n va dai h~n. 4. Phudng phap nghien cuu: D~ nghieu cuu d~ tai, tOi da sii' dt;1ng cac phuong phap lich sii', phu'ong phap phan tfch va t6ng h lu~n. Lu~n an da sii' dt;1ng cac ngu6n s6li~u tu cac cong ty nghien cuu thi tru'ong, tu cac tai li~u nghien cuu chuyen nghanh, cac bao chi va sach vd c6 lien quan cilng nhu' cac y ki~n dong g6p ciia cac chuyen gia ban hang trong nganh my phffm t~i Vi~t Nam va cac nu'oc trong khu VlfC. 5. Ke't ca'u lu~n an: D~ d~t du' Chu'ong 1: Co sd ly lu~n v~ h~ th6ng phan ph6i, m()t s6 kinh nghi~m xa y dl,l'ng h~ th6ng phan ph6i trong nganh hang my phffm trong khu vlfc Dong NamA. Chu'ong II: Co ca'u va dl)c diem thi tru'ong ban hang t~i Vi~t Nam va thlfc tr~ng ho~t d()ng xay dl,l'ng h~ th6ng phan ph6i ciia cac cong ty kinh doanh hang my phffm t~i thi tru'ong Vi~t Nam. Chu'dng III: M()t s6 bi~n phap phat tri~n va hoan thi~n h~ th6ng phan ph6i cho cac doanh nghi~p my phffm t(,li thi tru'ong Vi~t Nam. CHUONGl " " ' ? " " ,... ,..., ~ A A A A ,.t' K . . . ,..,, A ' ' - A CO SO L Y LU~N VE H~ THONG PHAN PHOI,
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MOT SO KINH NGHIEM XA Y DUNG HE THONG
PHAN PHOI NGHANH HANG MY PHAM TRONG
KHU Vl)'C DONG NAMA. ' A A ,.,., A' ? 1.1 KHAI NI:eM PHAN PHOI TRONG BOI CANH MARKETING Slf thanh cong tren thi tntong cua m()t cong ty doi hoi slf tham gia cua H(t eft cac b() ph~n trong cong ty phiH tie'p c~n thi tntong, slf tie'p c~n nay du' chung ta gQi la Marketing. Trong d6 b() ph~n Marketing du' ph~n c6t 16i cua mQi doanh nghi«$p xac dinh va thoa man nhu cffu cua ngu'oi tieu dung va thu l chung ta gQi la Marketing Mix, Mark~ting du' 1- San phgm (product). 2- Gia (price). 3- Phan ph6i (place or distribution). 4- Khuye'n mai (promotion). Trong d6 "Phan ph6i" la vi«$c cong ty trlfc tie'p hay thong qua cac kenh ban hang tren thi tru'ong dua hang h6a tie'p c~n ngu'oi tieu dung. Thong thu'ong trong nganh hang hoa my phgm, hang h6a du' qua m()t hi$ tho"ng cac kenh ban hang. Phan ph6i du' ph6i Ia Slf ke't h Hi«$n di«$n cua san phgm tC;li c\ra hi«$u (availability): •!• Cac nhan hi«$u cua cong ty phai hi«$n di«$n (J ta't ca cac c\ra hi«$u. Mu6n dC;lt du' tho"ng phan ph6i thich h 1 dam bao ding ta't ca cac nhan hit$u luon luon hit$n dit$n t(;li ta't ca cac cii'a hit$u rna cong ty bao trum. San phffm du'qc nhin tha'y (visibility) •!• Cac nhan hit$u c~n du'qc tru'ng bay n6i b~t (J nhii'ng vi tri thich hqp trong m()t dit$n tich, khoang khong thich hqp. Tl;lo ra gia ban l(;li cho nguoi tieu dung dung (consumer pricing) •!• Bam bao m()t muc gia ban ll;li thich hqp t(;li cac cii'a hit$u cho ta't ca nhan hit$u rna cong ty mu6n nhiim t(;lO ra th~ m(;lnh C(;lnh tranh. Muc gia nay vua phai dam bao cho nguoi ban c6 m()t muc loi ha'p d~n cling nhu nguoi mua tieu dung c6 dung gia rna cong ty mu6n. Mu6n lam du'QC di~u nay, cong ty phcii thu'ong xuyen ra soat l(;li gia ban dlfa tren chi phi va muc gia q.nh tranh so voi do'i thu. 1.2 QUI TRINH MUA HANG VA VAl TRO PHAN PHOI TRONG MUA HANG kie'm Nh~n bie't
nhudu Tim
thong tin Quye't dinh
mua h~mg gia
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cac hfa chQn L~p ll;li vit$c
mua hang dit$n,
bay,
ban, cao,
quan ht$ Quang
cao, hit$n
dit$n san
phfim,
tntng bay gia
khuye'n
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khuye'n mai,
hit$n dit$n,
tntng bay,
gia ban Quang
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gia ban Nh~n bi~t nhu c~u: qui trinh mua hang bAt d~u khi ngu'oi ta nh~n ra nhu c~u, nhu c~u c6 th~ phat sinh tu n()i t(;li ban than nhu' iin, u6ng ... hay tu nhii'ng 2 tac d()ng ben ngoai thong qua nhii'ng va"n d€ phat sinh, qmlng cao tren TV, bao, dai, hay each tntng bay hffp d§:n belt melt (j cac cti'a hang ... Tim kie'm thong tin: nglioi ta se tlm each d~t dtiQC nhu C~U cua mlnh bAng vi~c d~u tien Ia ttm kie'm cac thong tin d~ co duqc san phffm vua y nha"t cho mlnh. Qua trlnh nay co th~ d~t duqc thong qua cac hlnh thuc quang cao, tli va"n tu b~n be, tu va"n t~i cac cti'a hi~u ... Slf hi~n di~n ctia san phffm t~i cac cti'a hang cling giup cung ca"p cac thong tin san phffm, cac cam giac thong qua so, ngti'i... Banh gia cac llfa ch<;m: nguoi tieu dung thong qua cac thong tin d~t duqc se chQn san phffm rna hQ cho rAng dap ung du<:Jc nhu c~u hQ m()t each tO't nha"t voi gia tO't nha"t. Slf hi~n di~n cac san phffm voi cac gia ban ro rang se giup cho qua trlnh so sanh, dO'i chie'u cho slf chQn llfa. Vl the' lam sao cho hang hoa ctia mlnh hi~n di~n t~i cac cti'a hang ml,lc tieu vOi m()t gia ban c~nh tranh la nhi~m V\l he't SUC quan trQng cho cac cong ty trong giai do~n nay. Quye't dinh mua hang: sau khi danh gia cac llfa chQn, nguoi mua se di de'n quye't dinh mua hang. Quang cao v§:n dong vai tro quye't dinh trong suO't qua trlnh, khuye'n mai cling la m()t cong C\1 m~nh me co th~ lam thay d6i cac quye't dinh vao giO chot. Tuy nhien Slf hi~n di~n ctia san phffm, trling bay belt melt va gia ban c~nh tranh v§:n dong vai tro n€n tang trong Hiu dai. L~p l~i vi~c mua hang: quang cao va phat hang m§:u co th~ cling cO' them ni€m tin rAng mlnh da quye't dinh dung cho nguoi mua hang nhung m()t l~n nii'a Slf hi~n di~n CUa san phffm, trting bay Va gia ban C~nh tranh luon dong m()t vai tro ra"t IOn va Hiu dai. 3 1.3 HE THONG PHAN PHOI LA GI v A QUI TRINH TIEP C~N TRONG " , ,:J " ,.., " ,..., VI~C PHAT TRIEN H~ THONG PHAN PHOI 1.3.1 Khai ni~m h~ tho'ng phan pho'i C6 nhi€u each d€ m9t doanh nghi<$p du'a m9t san ph5m de'n nhung khach hang ti€m nang. Vai tro ciia ciia phong ban hang la xac dinh r6 thi tru'ong mvc tieu va hi€u cho du'QC lam nhu' the' nao rna cac khach hang ffi\lC tieu quye't dinh •A ~ VI<:;c mua sam. Cac quye't djnh tren cac kenh phan pho'i Ia dai h~n. Trong m9t thi tru'ong rna cac nha kinh doanh trung gian du'QC Slt dvng, thi Vi<$c phat tri€n cac mo'i quan h<$ giua cac nha san xua"t va cac nha phan pho'i la ra"t quan trQng do'i voi slf hi<$u qua ciia kenh phan pho'i. Chie'n lu'<;ic phan pho'i se thlfc slf huu hi<$u ne'u du'<;ic cac doanh nghi<$p c6 cac quan tam thich dang. Trong chie'n lu'QC nay, cac quye't djnh v€ kenh phan pho'i c6 th€ t~o ra m9t lqi the' c~nh tranh, m9t t6 chuc tie'p c~n cac khach hang CUa minh ffiQt each thich h<;fp Se d~t du'QC doanh so' bdi VI san ph5m CUa no de'n voi cac khach hang trong m9t each thich h<;ip hdn so voi cac do'i thu. M9t minh chung cho di€u nay la Coca-Cola, mQt san ph5m du'<;ic mua theo ng~u hung, va b~ng each hi<$n di<$n d nhi€u cii'a hi<$u hdn, Coke da c6 th€ ban nhi€u hdn Pepsi. M6i lo~i san ph5m khac nhau doi hoi cac chie'n lu'QC phan pho'i khac nhau. Nhung chie'n lu'QC thich h<;ip cho cac san ph5m cong nghi<$p c6 le khong thich h<;ip cho cac san ph5m tieu dung. Co m()t di~u chdc chdn Ia chdc Ia se khong co chuy~n khach hang se "xay m()t con du'(ing de'n tru'oc ella nha b~n". Trong m()t thi tru'(ing rna cung luon vu'Q't cau, cac chie'n lu'Q'c phan pho'i luon dong m()t vai tro so'ng con. V~y h~ tho'ng phan pho'i Ia gi? 4 H~ tho'ng pharr pho'i, theo quan di~m cua cac nha san xua't, thl khong d6ng nha't voi khai ni~m dinh nghia pharr pho'i nhu da neu d phftn tren. N6 g6m •!• Sl;i ll;ia ch9n cac kenh ban hang - trl;ic tie'p hay gian tie'p. •!• Cac quye't dinh nen dung m()t kenh ban hang hay cac lo~i kenh ban cac va"n d~ sau: •!• Cac quye't dinh lam the' nao d~ lam cac kenh ban hang ho~t d()ng. •!• Cac quye't dinh v~ vi~c xay dl;ing mo'i quan h~ voi cac nha kinh doanh hang khac nhau. •!• Tinh lam chu va dftu tu trong cac kenh ban hang. H~ tho'ng pharr pho'i c6 th~ ngiln hay dai, trl;ic tie'p til cong ty de'n nguoi trung gian trong h~ tho'ng pharr pho'i. tieu dung hay cac cii'a hi~u ban hay thong qua cac kenh ban hang trung gian d~ toi nguoi tieu dung hay cac cii'a hi~u. ~ cii'a hang cong ty --1~• nguoi tieu dung TrlJc tie'p Cong ty MQt kenh ban hang trung gian ~ sieu thi -----~· nguoi tieu dung Cong ty Hai kenh ban hang trung gian ~ SI ~ Le ----~~~ nguoi tieu dung Cong ty Cac nha kinh doanh trung gian nay dong vai tro tich cl;ic giup cho nha san xua't t~p trung vao san xua't, di nhien la hQ c6 chia se l •!• Chiu chi phi t6n kho •!• V~n chuy~n va giao hang •!• Cung ca'p cac dich Vl;l voi chi phi tha'p nhu trung bay ... 5 xua"t trong vi~c cung ca'p dich Vl;l phan pho'i, bAng nhil'ng l 1.3.2 Tdm quan trqng cua h~ tho'ng phan pho'i M()t h<$ th6ng phan ph6i hi<$u qua va hi<$u nang se mang nhieu l Ion de'n cho ta't ca mQi thanh phffn tham gia vao h<$ th6ng. •!• Dffi vfli nha san xuiit Giup nha san xua't thlfc hi<$n thanh cong chie'n ht dung san ph~m voi s6luqng dung de'n dung ndi va vao dung luc nhfim d;;tt du' lqi nhu~n mong mu6n. M()t h<$ th6ng phan ph6i t6t se lam 6n dinh ho;;tt d()ng kinh doanh, 6n dinh dong tien t<$ cilng nhu se cung ca'p cac thong tin c~p nh~t thi truong t;;to tien de cho nhung thanh cong moi. Doanh nghi<$p c6 th€ t~p trung mQi ngu6n llfc vao san xua't, khong phai thl!c hi<$n nhung kh6i lu' •!• Do'i vfli cac nha kinh doanh trung gian Vi<$c dffu tu' cho cac cong ty c6 m9t h<$ th6ng phan ph6i t6t luon dem l;;ti cho cac nha kinh doanh trung gian m()t muc l mang tinh dai h;;tn. H~u qua cua vi<$c nay la cac nha kinh doanh c6 th€ yen tam dffu tu' dai h;;tn cho h<$ th6ng cd sCI v~t cha't phl;lc Vl;l cho ban hang, nang cao tinh hi<$u qua cilng nhu' hi<$u nang. •!• Dffi vfli ngllili tieu dung HI$ th6ng phan ph6i t6t se giup cho nguoi tieu dung c6 du' tieu dung phong phu hdn, d6ng thoi voi tinh hi<$u nang cao hdn se giup ciit giam hay lo;;ti bo cac chi phi khong mang l;;ti l ngu'oi tieu dung tieu thl;l san ph~m voi m()t gia tha'p hdn 6 •!• Doz vfli xii hl)i M<)t h~ th6ng phan ph6i t6t la m<)t h~ th6ng giup htu thong hang h6a hi~u qua Va hi~u nang se giup thuc dffy n~n san xufft phat tri€n, tCJ_O nhi~u cong vi~c lam cho xa h<)i, nang cao mlic s6ng cua ngu'oi dan. 1.3.3 Qui trinh phat tri~n h~ tho'ng phan ph6i B€ dCJ.t du' m<)t t6 chlic c6 th€ t~p trung ngu6n lt;t'c cua mlnh d€ dap ling cac nhu cffu cua nhung khach hang c6 lt;t'a ch<;>n m<)t each kinh t~. Bffu tien, d6 Ia vi~c ra't quan tr<;>ng la chung ta phili bi~t chung ta dang xua't phat d dau. Thli hai la quy~t djnh dau la noi chung ta mong mu6n vu'on d~n trong tu'ong lai. Mi[i.c du cac mvc tieu se du' thi tru'ong, nhttng mvc tieu phili th€ hi~n st;( hu'ong d~n cac quy~t djnh thu'ong mCJ.i xuyen su6t ca td chlic, chung la ti~ng n6i chung cua cong ty. C6 m<)t st;t' n6i k~t giua hai bu'oc dffu bdi vi ra't kh6 khan khi thi~t l~p mvc tieu m<)t each tach bi~t (j di€m xua't phat, thong thu'ong hai bu'oc dffu xay ra thoa hi~p voi nhau. Bffu ra nen la m<)t cam k~t cua td chlic d6i voi m<)t chinh sach v~ thi tru'ong nao se nh~m d~n voi san phffm nao. Bu'oc thli ba la k~ hoCJ_ch lam th~ nao d€ dCJ_t du'qc cac mvc tieu, k~ hOCJ.Ch nay se lien quan d~n ca djnh hu'ong chung (chi~n lu' tinh kinh t~ CUa cac nhi~m V\1 cua marketing nhu' khuy~n mai, phat tri€n san phffm, phan ph6i va nhung y~u t6 khac cua marketing h6n h<;1p. Nhung quy~t djnh v~ chinh sach san phffm se cho ra m<)t "K~ hoeJ.ch tro choi" d€ th~ng m<)t tr~n da'u san phffm tren thi tru'ong, trong d6 dap ling du' ca nhung doi hoi cua thi tru'ong va nhung mvc tieu cua cong ty' cho ca hi~n tCJ_i va tu'dng lai. Chi~n lu' 7 CuO'i cung chung ta cffn bie't Utm the' nao d~ gic:im sat nhii'ng tie'n tri~n va dam bao ding chung ta se v~ de'n dich. Ruoc 1: Chung ta dang xua't phat (J ndi dau? - Danh gia thi tntong - Phan tich day san phgm Bu'oc 2: Chung ta muO'n Vu'dn de'n ndi nao? - Cac mvc tieu marketing - Dinh httdng va dinh vi Budc 3: Lam the' nao chung ta vu'dn de'n d6? - Cac chie'n lu' Budc 4: Lam the' nao d~ chil:c ding chung ta se de'n d6? - Ki€m soat va phan h6i. Phan phO'i la m9t trong bO'n y~u tO' cua Marketing Mix, do d6 vi<$c phat tri€n m
Sau day la m9t qui trlnh ho~ch dinh m
8 sa m~ng ciia t6 chuc _I ,,.
Banh gia thi tnl'ong va phan tich SWOT I J ,,. I ,,.
Cac ml).c tieu thi truong I ,,
Phan khuc thi tru'ong, xac dinh ffil).C tieu I I ,
Phan tich day san phffm I I ,,.
Xac dinh va danh gia cac llfa chQn j I ChQn chie"n lu'qc phan phO'i h6n h I I Phan b6 cac ngu6n llfc I ~ ,
Ki~m soat va di~u chinh I 9 1. Su m{lng cua td chuc Day Ut tuyen ngon cua cong ty v~ ffil;lC tieu cua cong ty, nhfi'ng tri~t ly so'ng va lam vi~c, nhfi'ng nguyen t~c va chu~n mlfc. Su m~ng cua t6 chuc se cd ca'u cua h~ tho'ng phan pho'i, each ti~p v~n. 2. Danh gia thi tntung va phiin tich SWOT anh hudng Wn d~n each rna cong ty h Danh gia v~ 4 C: khach hang, CQng d6ng xa hQi, cong ty va do'i thu tnl'oc khi thi~t l~p h~ tho'ng phan pho'i ctlng nhu la danh gia l~i hang nam la di~u v~ thi tru'ong d~ tu d6 tha'y du phai lam cho ta't ca cong ty. Cac thong tin nay se giup cong ty hi~u r6 chi ti~t day giup cong ty xac dinh r6 rang cong ty se phan pho'i hang d dau va nhu' th~ nao. Cac cong ty c6 th~ thu th~p du' mua tu cac cong ty nghien cuu thi truong nhung thuong thl gia ra't cao. Day la 3. Cac gid thitt cho nhilng thong tin thie'u va xu huflng tlidng lai mQt rao can Ion do'i voi cac cong ty vua va nho. vi~c c6 du' Do khong phai khi nao cling c6 du' ffil;lC tieu phan pho'i cua mlnh voi ffiQt tinh hi~u qua kinh t~ cao. Cac gia thi~t nay c6 th~ la so' lu' kinh doanh ... NhAm n~m b~t va dap ung cac doi hoi, nhu cffu cua cac khach hang, d cac cong ty quo'c t~ thu'ong ap dl;lng ky thu~t "thap nhu cffu" cua khach hang. (j ti~n rna n~u cong ty cang chuy~n ddi cac cffp b~c nay se giup cho cong ty nang 10 day nhu cffu ciia khach hang se du' ca'p quan h~ voi cac nha kinh doanh trung gian len t~m chie'n luqc tc;to ra lqi the' cc;tnh tranh voi cac d6i thu. NAm bAt xu huang phat tri€n cua cac kenh phan ph6i se giup cong ty c6 nhung d~u tu' hi~u qua trong hi~n tc;ti va tu'dng lai. Vi~c phat tri€n mc;tnh me cua cac sieu thi d nhung nam g~n day la m()t minh chung. Cong ty Lever da c6 nhung d~u tu' tu tru'oc rna cac d6i thu thl khong nen hi~n nay hQ c6 m()t the' 4. Cac mlJc tieu thi trlldng mc;tnh h~u nhu la tuy~t d6i d kenh phan ph6i nay. Sau cac bu'oc tren, cong ty se xac dinh du'QC mt;tc tieu thi tru'ong cua mlnh. Cac mt;tc tieu nay c6 th€ la thi ph~n, lqi nhu~n ... V~ ph~n phan ph6i, cac ffi\LC tieu phan ph6i VUa phai dcSng b(} va h6 trQ d€ cong ty dc;tt du'QC ffit;LC tieu chung. Cac mt;tc tieu phan ph6i se la s6 luqng cfra hang rna cong ty se bao 5. Phiin khuc thj trlldng, xac djnh mljc tieu d bu'oc nay cong ty se di chi tie't hdn v~ ke't ca'u thi tru'ong ban hang nh~m giup cong ty hi~u qua hdn trong vi~c dc;tt cac mt;tc tieu phan ph6i voi m()t trum, cac chi s6 v~ phan ph6i. muc hi~u nang kinh te' cao hdn. Cong ty c6 th€ phan chia thi truong theo cac tieu chi khac nhau nhu': thanh thi va nong thon, SUC mua CUa tung khu Vrf.C (ABC), cac loc;ti cfra hi~u ... MQt l~n nua, vi~c phan khuc va xac dinh mt;tc tieu 6. Phiin tich diiy san phii?m v oi cac cong ty c6 nhi~u san phffm, chung loc;ti san phffm thl vi~c lrfa thi tru'ong ban hang phai dcSng b() va b6 xung cho mt;tc tieu chung cua cong ty. chqn m()t nh6m san phffm chie'n luqc lam "tieu chuffn phan ph6i" la di~u nha't dinh phai lam. Thuong thl cac nguyen ly chuffn d€ chqn cac san phffm chie'n •!• Nguyen tile 20 - 80: 20% m~t hang cua cong ty chie'm 80% doanh s6. 11 luqc phan ph6i: •!• Nguyen ti{c dong gop l •!• Ti€m nang doanh s6 dl:i doan trong tu'dng lai cua san phgm. Tuy theo tung thC1i ky ho~t dQng cua cong ty rna cac nguyen ti{c tren co muc dQ quan tn,mg khac nhau.
7. Xac djnh va ddnh gid cdc lz.ta ch(Jn d bu'oc nay cong ty co th€ du'a ra nhi€u mo hlnh phan ph6i nhu': •!• Ban hang trl:l'c tie'p tu cong ty •!• Thong qua mQt cong ty phan ph6i •!• Xay dl:l'ng mQt m~ng luoi d~i ly •!• Xay dl:l'ng IDQt m~ng lu'oi cac nha phan ph6i •!• Chi ban hang thong qua cac sieu thi ... Tu'ong ung voi m6i mQt mo hlnh la cac chi phi phan ph6i tu'ong ung cling nhu' cac dl:i bao ke't qua phan ph6i. 8. Ch(Jn chien lzt(lc phlin phffi hDn h(lp Cong ty se chQn mQt chie'n lu' Iva chQn tren. Chie'n lu' cua mlnh, ni{m bi{t du' 9. Phlin btl cdc ngudn lz.tc Thu'C1ng co 4 each d€ cong ty phan b6 ngu6n ll:l'c cho mQt chie'n lu' tri€n h<$ th6ng phan ph6i: Cach 1: Ngan sach cffn thie't d€ d~t du Cach 2: MQt ti 1<$ phffn tram xac dinh tren doanh thu. Cach 3: B~ng ngan sach nam tntoc cQng them chi s6 tru' tang mong d Cach 4: Ty 1<$ tu'dng d6i so voi d6i thu. Thong thu'C1ng thl phu'ong phap h6n h 12 10. Kiim soat va dilu chinh Thl.fc hi<%n va ki~m soat c6 vai tro ra't Wn d~ lam m<)t h<% th6ng phan ph6i duqc ho~ch dinh thanh cong. N6 c6 vai tro quan trqng tudng dudng nhu la vi<%c ho~ch dinh m<)t chie"n luqc dung. Cung voi vi<%c thl.fc hi<%n va ki~m soat h<% th6ng phan ph6i ho~ch dinh, vi<%c danh gia h<% th6ng Ia di~u cffn va phiH lam nhAm giup cong ty rut ra cac bai hQc kinh nghi<%m ciing nhu c6 nhii'ng di~u chinh hqp ly. Phudng phap ph& bie"n thuong dung la danh gia dl.fa vao ffil,IC tieu d~ ra. Vi d1,1: cong ty phcli do Iuong duqc chi tieu "phan ph6i blnh quan trqng s6" (J cac qui trong nam, khi chi tieu nay khong thl.fc hi<%n duqc c6 th~ la do s6 cll'a hi<%u bao trum con chua du hay do kenh ban si con ye"u ... rna c6 nhii'ng di~u chinh phu hqp. " , ,.., " ' " , "' 1.4 KINH NGHI~M VA XU HUONG PHAT TRIEN H~ THONG PHAN ,.., ' - A! " , PHOI HANG MY PHAM TRONG KHU Vl}C DONG NAMA. 1.4.1 Xu huong "Suy nghi toan cau, hanh dqng dfa phtidng" (think globally, act locally) Voi vi<%c phat tri~n cua cong ngh<% thong tin, cac cong ty toan cffu c6 th~ thu th~p va chia se thong tin, nhii'ng thanh cong, mo hlnh phan ph6i, ky thu~t trong h<% th6ng phan ph6i cho ta't cong ty con (J cac nuoc nhanh chong. Cac mo hlnh ban si, bao trum (J cac nuoc Thailand, Philippines ... duqc ling d1,1ng (J Vi<%t Nam va nguqc l~i. Tuy nhien cac cong ty ciing nh~n tha'y sl.f khac bi<%t v~ th6i quen kinh doanh, khac bi<%t v~ van h6a, kinh te", xa h<)i...giii'a cac qu6c gia khi ling dl,lng cac thanh cong (J nuoc khac. Vi d1,1: ye"u t6 quan di~m kinh doanh anh hudng de"n cac mo hlnh bao trum trong h<% th6ng phan ph6i. 13 d cong ty Procter & Gamble Philippines, d€ bao trum cac cii'a hi~u nho mQc len nhu' na'm (j cac khu vlfc dan cu' moi, hQ da sii' dt,mg mo hlnh "Walker": m()t xe tai nho se chd nhi~u nhan vien ban hang di chuy€'n de'n m()t khu vlfc r6i sau d6 m6i nhan vien se mang m()t tui xach toa ra di ban. Mo hlnh nay giup hQ Vi~t Nam do quan di€'m cua cac chu cii'a hi~u khong tin vao cac nhan vien ban tang them 20% s6lu' hang voi hlnh thuc nay. Chinh vi v~y, ye'u t6 "hanh d()ng dta phu'dng" phcli du' 1.4.2 U'ng dqng cac nguyen Iy va ky thu~t trong quan tri san xua't vao h~ tho'ng phftn pho'i giup cac mo hlnh phu h Qui trlnh thie't l~p m()t chie'n lu' hoi phai c6 nhii'ng cong ClJ, ky thu~t quan trt h6 tr chu~n, modun, ky thu~t tinh toan Va phan tich d€ ho~ch dinh Va ChQn lQC cac cac nu'oc trong khu vlfc, (j cac cong ty da qu6c gia da phat tri€'n cac qui trlnh mo hlnh phan ph6i, kenh phan ph6i, s6lu s6 cii'a hi~u cffn thie't phcli bao trum, phu'dng ti~n bao trum, cd sd v~t cha't...va l Ho~ch dinh t6ng h vao vi~c ling dl,lng ngay cang cao cac nguyen ly cua quan tri san xua't nhu': Con trong v~n hanh h~ th6ng phan ph6i, nh~m dam bao hang h6a cua cong ty khong hi ta:c l~i (j ba't cu da u trong h~ th6ng phan ph6i, hi~n nay cac cong ty toan cffu nhu' Lever, P&G ... da ap dl,lng ky thu~t EDI (electric data tri san xua't nhu' quan tri hang t6n, b6 tri mi[i t b~ng d6i voi cac khach hang Ion 14 interchange: n6i ke't dii' li~u di~n til') b~ng vi~c phat tri€'n cac nguyen ly quan nhu' nha phan pho'i va cac sieu thj. Ky thu~t nay du' hlnh thuc thich h Nhfi'ng ky thu~t nay th~t Slf da giup cac cong ty quo'c te' c6 du' xac djnh dung, nha:rn dung va danh dung cac thj tru'ong ban hang rnl,IC tieu nen hi<$u qua va hi<$u nang cua h<$ tho'ng phan pho'i cua hQ ra't cao. 1.4.3 Nhin nh~n dung nhiing kha nang va h~n che' cua phan phO'i Phan pho'i c6 rn()t vai tro to IOn trong ho~t d()ng Marketing Mix nhu'ng khong phai la rn()t ho~t d()ng Marketing duy nhfft c6 th~ thay the' cac ho~t d()ng Marketing khac va giup cong ty d~t du' H~ thllng phan pho1 co thi •!• Duy trl nhfi'ng khach hang da c6 cua san ph~rn, khuye'n khich vi<$c rnua l~i san ph~rn. •!• Khich thich rnua nhi~u hon. •!• T~o ra nhu c~u. thu hut khach hang rnoi. •!• Bu'a san ph~rn rnoi ra thi tru'ong thanh cong. •!• T~o ra slf hi<$u qua trong ho~t d()ng quan ly hang t6n kho, quay nhanh vo'n va d~t rnuc loi rnl,IC tieu. •!• T~o ra rn()t rn~ng lttoi cac nha kinh doanh trung gian chie'n lu' I djnh kinh doanh. •!• Duy trl kinh doanh trong rn()t thoi gian nga:n khi rna cac do'i thu tang cu'ong cac ho~t d()ng Marketing va cong ty chua c6 phan ung kiP thoi. H~ thong phan phffi khong thi •!• Bu da:p cho cac rnuc quang cao khong thoa dang •!• T~o Slf thanh cong cho nhfi'ng san ph~rn kern do chinh sach gia khong phu h 15 •!• :E>ao nguqc xu huong doanh thu dang di xu6ng trong ba't ell' khoang thoi •!• T~o s\l' thanh cong cho nhung san phirn ye'u kern v~ cha't luqng, rnfiu gian nao. 16 rna, bao hi. ? " " , ' ~ CHUONG2
co cXu vA n4.c DIEM THl TRUONG BAN HANG T~I vitT
NAM. THl)'C TR~NG HO~ T DQNG XA Y Dl)'NG Ht THONG
PHAN PHOI CUA CAC CONG TY KINH DOANH HANG
MY PHAM T~I THl TRUONG VItT NAM 2.1 QUI MO THl TRUONG BAN HANG HANG MY PHAM T~I VItT NAM Qui mo tieu th\1 hang my phgm cua Vi<$t Nam so vOi cac nu'oc Thailand va Philippines nam 1993 nhu' sau: Bang 1: Qui mo tieu th\1 hang my phgm Philippines Vi<$t Nam .................. ............. ....................................... ·······-··--········· Thailand
.......................... ........................ . ....... , .. ,.,,_,,_,,, ···-·········· . ............................................ ................................ -......... , _______ ····················--·······- Gr/nguoi TT(tffn) Gr/ngu'oi TT(tffn) Gr/nguoi TT(tffn) 102,000 B()t gii[it 70,000 2,100 123,000 1,500 960 33,000 350 23,800 6,700 560 Xa bong tii:m 93 8,160 3,300 450 26,500 120 Dffu g()i 46 Ngu6n Saigon Times -1993 Qui mo thi tru'ong my phgm d Vi<$t Nam con tu'dng do'i nho so voi cac thi tru'ong tren Thailand (35% ), Philippines (56%), tuy nhien to'c d() phat tri~n cua thi tru'ong nay d6i ra't nhanh. Bang 2: To'c d9 tang tru'dng thi tru'ong (tri<$u USD) 00/01 99100 96/97 97/98 98/99 44 37 42 34 tDffu g()i 33 23 25 26 27 25 IXa bong 83 88 90 96 89 rsot gii[it 158 167 150 lf6ng c()ng 139 148
Ngu6n AC Neilsen ,~~------------
80 GIAO DVC VA E>Ao Tft..O
TRUONG DH KINH TE TP.HCM
THUVItN Oj~zJo 1 i.- 17 Bang 3: San lu'c:,1ng (ngan MSU) 99/00 00/01 97/98 98/99 96/97 2,12 2,17 2,21 2,32 2 D~u g{)i 1,3 1,36 1,15 1,25 1,27 Xa bong 9,34 9,53 8,72 9,16 10 B{)t gH,it 12,53 12,78 13,04 13,68 11,87 if6ng c<)ng Ngu6n AC Neilsen 1MSU b<)t gil}t = 14.2875 ta"n 1MSU xa bong= 6.7735 ta"n 1MSU d~u g{)i = 2.5668 ta"n Bang 4: Thi ph~n cua cac cong ty d~n d~u Cong ty Thi phan b()t gH}.t Thi phan nhan hi~u Omo:42%, Viso:24% 66% Lever 16% Tide;16% P&G 10% Daso:10% Daso Daco T6ng c{)ng 92% Cong ty Nhan hi~u Lever 92%
Xa bong
36% Lux:17%, Lifebouy:13% 23% P&G Camay:8%, Safeguard: 10% 7% J&J J&J Baby:?% T6ng c<)ng 66% 66% Cong ty nau g()i Nhanhi~u Lever 34% Sunsilk:13%, Organics:5%, Clear: 14% 32% P&G Rejoice: 15%, Pantene:8%, H&S: 6% Kao 6% Sifone: 3%, Feather: 3% T6ng c<)ng 72% 72% Ngu6n AC Neilsen 18 Bang 5: TO'c d9 tang tntong thi tntong Vi~t Nam tu nam 1993 de'n nam 2000 Tang tntong so voi 1993 Vi~t Nam 2000 Nganh hang TT (tffn) TT (tffn) Gr/ngu'oi Gr/ngu'oi 179% 142.857 204% 1.721 B9t gi~t 9.212 119% 137% Xa bong Him 111 D~u gQi 154% 5.955 180% 71 T6ng CQng 158.042 173% ' , ,..., .... ' ' "" Ngu6n AC Neilsen
"" - 2.2 CO CAU VA D~C DIEM THJ TRUONG BAN HANG MY PHAM VI}tTNAM 2.2.1 Cd ca'u thi trliong Tha'u hi~u cd ca'u thi tru'ong Ia di~u phai lam va c6 vai tro quan trqng to Ion trong chie'n lu' Thffu hi~u du'QC cd ca'u thi tru'ong va dl.fa tren chie'n lu'QC san phffm (ciing dl.fa vao vi~c hi~u cd ca'u thi tru'ong) se giup cho cong ty quye't dinh dung nhii'ng khu VrfC nao cong ty se bao trum, s6 lu'qng CUa hi~U bao trum tc;ti m6i khu VrfC, ke't ca'u cua mc;tng lu'oi phan phO'i... dcSng thoi ciing giup cong ty thu nghi~m cac
chie'n lu'QC Marketing hay san phffm 0 cac khu vl.fc ll.fa chqn rna tu d6 c6 th~ tc;to ra nhii'ng d9t pha moi. Dan sO' Vi~t Nam de'n nam 2000 vao khoang 80 tri~u. Trong d6: •!• Nii': 49.2%, nam: 50.8% •!• TO'c dQ phat tri~n trong 10 nam qua: );;> Toan qu6c: 23.6% );;> Thanh thi: 31.3% );;> Nong thon: 21.7% 19 2.2.1.1 Cd cdu theo nhiin khii?u h(Jc •!• Dan s6 Vi~t Nam c6 dQ tu6i trung blnh tre: );> 80% dan s6 duoi 40 tu6i );> 70% dan s6 duoi 30 tu6i );> 50% dan s6 duoi 20 tu6i 2.2.1.2 Cd citu theo thanh thj va nong thon Ty 1~ dan cu' th[mh thi chie'm 20.5 % va nong thon chie'm 79.5%. Dan s6 s6ng C1 thanh thi t~p trung chu ye'u C1 7 thanh ph6 IOn. 65% dan s6 thanh thi l~i s6ng C1 cac thanh ph6, thi xa, thi tra'n cac tinh. Chi rieng TP. H6 Chi Minh va s6ng C1 TP. H6 Chi Minh, Ha N()i, Ba Nang, Hiii Phong, va Cffn Tho, 35% con Ha N()i chie'm 54% dan s6 thanh thi. Nam thanh ph6 chinh k€ tren chie'm 16% dan s6 toan qu6c (Tp.HCM 7%, Ha N()i 4%, Hili Phong 2%, f) a Nang 1% va Cffn Tho 2%) va 65% dan thanh thi toan qu6c, hon 80% doanh s6 (hang P&G) toan qu6c. M()t slf dffu tu' hqp 1y vao 5 thanh ph6lon k€ tren c6 th€ giup cac cong ty vuqt qua nhung kh6 khan v~ slf gioi h~n ngu6n llfc rna v~n dam bao v~ mc}t doanh s6. 2.2.1.3 Cd ciiu theo tinh thimh - dan sll- thu nh{jp - san lllf/ng binh qulin Voi di~n tich 331,700 km2 va trai dai hon 2000km dQc bien Bong, Vi~t Nam c6 cac vung khac nhau v~ dia ly, khi h~u ciing nhu' Ia th6i quen tieu dung (theo quan di€m cac cong ty san xua't hang tieu dung) da t~o ra nhung thach thuc va kh6 khan Ion trong vi~c pharr ph6i hang h6a. Tham VQng xay dlfng m~ng lu'oi Cl ta't ca 61 tinh thanh toan qu6c la di~u khong tu'Clng d6i voi ta't ca cong ty hang tieu dung, v~y thl se bao trum khu vlfc nao, tinh thanh nao la m()t thach thuc d6i voi IDQi cong ty. Nhung thong tin v~ dan s6 va thu nh~p (1 tung tinh thanh se giup cong ty danh gia t6t hon v~ ti~m llfc sue mua (1 nhung vung nay d€ tu d6 l~p nen nhung u'u tien thu tlf trong bao 20 trum. Nhung cong ty nao c6 them thong tin v~ muc san lu'qng tieu thl,l se giup qui trlnh xac dinh nay tO't hdn. Thong tin (J 61 dnh thanh du'Qc thS hit$n qua bang sau Bang 6: Dan sO' va thu nh~p blnh quan T6ng san
hiqng Dans6
(1,000) cac nhan Tinh/thanh ph6 GDP~'inh
quan d~u
nglioi
(USD) SU/1000
ngliOi 1 1/1999 ~ai Phong P&G
su
8,418 1,673 5.03 400 2,672 31,956 11.96 695 881 593 0.67 130 290 2,387 1,662 0.70 1.19 190 929 783 240 1,695 1,786 0.95 2 HaN()i
3 SdnLa
4 Sdn Tay (Ha Tay)
5 Hoa Blnh
6 lfhai Blnh
7 IN am Binh
8 2,169 1,888 1.15 200 0.91 160 792 720 884 350 996 1.13 2,159 3,468 0.62 200 1,524 2,858 207 0.53 1,269 165 0 0.00 1,092 0.76 200 830 1,262 192 0.73 923 130 957 680 1.41 100 275 0.66 182 491 0 0.00 190 0 589 130 0.00 655 595 1.10 150 130 892 1,046 0.85 ~aNam
9 INinh Blnh
10 !Thanh H6a
11 1\'inh (Nght$ An)
12 Ha Tinh
13 Vinh Phuc
14 Phil ThQ
15 Yen Bai
16 Biic C~n
17 Cao BAng
18 ILai Chau
19 ILao Cai
20 lfhai Nguyen
21 ifuyen Quang
22 250 523 675 0.77 1,492 2,117 1.42 200 ~iic Giang
23 !Biic Ninh . 21 200 941 0 0.00 24 IHa Giang
25 0.00 100 603 0 0.92 183 651 705 1.64 2,711 1,650 330 0.00 180 1,069 0 3.18 1,005 3,196 310 684 8,205 11.99 473 1.31 170 1,372 1,792 0.97 100 1,190 1,159 3.29 190 972 3,197 2.50 314 786 100 1.95 298 1,776 3,468 2.69 1,045 2,811 310 0.00 150 573 0 0.00 130 0 794 7.54 200 996 7,513 2.01 1,015 240 505 1,031 5.57 5,748 576 787 1,338 1.70 170 1,461 2.07 170 3,025 23.64 920 5,064 119,726 654 1,045 1.60 260 716 5,921 400 8.26 250 4.47 965 4,313 10.11 801 8,091 360 1,047 2.89 195 3,028 1,990 12,298 6.18 446 IL~ng Son
26 IHai Duong
27 !Hung Yen
28 QuangNinh
29 EH N~ng
30 Quang Ngai
31 QuangNam
32 Gialai (P1eiku)
33 Kontum
34 Buon Me Thu~t (Bile
35 Thua Thien-Hue'
36 Quang Tri
37 Quang Binh
38 LamD6ng
39 Ninh Thu~n
40 iKhanh Hoa
41 iPhu Yen
42 IBinh Dinh
43 TP. H6 Chi Minh
44 Binh Phuoc
45 Binh Duong
46 Tay Ninh
47 Viing Tau
48 Binh Thu~n
49 D6ng Nai
50 Ti~n Giang
51 1,605 7,514 240 4.68 1,297 4,326 200 3.34 1,306 5,075 3.89 300 ~e'n Tre
52 !Long An
53 ~6ng Thap
54 1,565 2.03 3,176 300 ~InhLong 22 1,011 3,497 230 3.46 1,306 1.35 217 966 1,811 336 8,091 4.47 6,292 2,049 3.07 330 250 1,494 1,769 1,174 1,596 227 1.18 L
1.36 1,301 1,119 1.16 140 55 [rra Vinh
56 ~ftn Thd
57 ~n Giang
58 Kien Giang
59 Soc Trang
60 CaMau
61 736 512 0.70 250 B~c Lieu 4.00 T6ng cqng 76,380 305,394 Ngu6n: Saigon Times- Thang 1/1999 M9t kenh ban hang d~c tntng hang h6a my phffm t~i thi tntong Vi~t Nam: Cong ty Nha phan phO'i Nha phan phO'i phv Cii'a hi~u ban le Nguoi tieu dung Trong d6: Nha phan phffi: la cac doanh nghi~p kinh doanh dich Vl;l phan phO'i hang h6a cho cac nha san xuftt. HQ se phan phO'i hang h6a t~i cac t~i cac khu Vrf.C du'QC chi dinh Va thO'ng nhftt voi nha san xuftt, chiu trach nhi~m cho cac chi tieu bao trum, phan phO'i va doanh sO' dO'i voi nha san xuftt. 23 2.2.1.4 Cd cliu theo kenh phan phfli- khu v(lc- theo doanh sll Nha phan phfli phu: c6 chuc nang tu'cJng tlf nhu' nha phan pho'i. ThuC1ng thl trong cac khu VlfC r(>ng IOn, nha phan pho'i se tlm cac nha phan pho'i pht;L d~ thlfc hi~n dich Vt;L phan pho'i cJ nhii'ng vung rna nha phan pho'i chinh ho~t d(}ng khong hi~u qua. Cac nha phan pho'i pht;L khong chiu trach nhi~m voi nha san xua"t rna chi c6 mo'i quan h~ voi nha phan pho'i chinh. Cdc dang sieu thi: day la cac d~ng cua hang tlf chqn. C6 nhi~u d~ng cua d~ng cua hang nay c6 cac do'i tu'qng khach hang khac nhau. Daily: day la cac h9 kinh doanh mua di ban l~i cho cac cua hi~u ban le hang tlf chqn nhu: sieu thi, sieu sieu thi, khu thu'cJng m~i. trung tam ban si ... Cac d~i ly cho cua hi~u le. Mt;Lc tieu cua cac d~i ly chi la kinh doanh kie"m lqi nhu~n, hQ khong c6 khai ni~m hoan chinh v~ phan pho'i cfing nhu' khong c6 cho ngu'C1i tieu dung. C6 th~ chia d~i ly lam hai ca"p b~c: d~i ly cho d~i ly hay m9t trach nhi~m nao do'i voi nha san xua"t. Thu'C1ng thl cac nha phan pho'i se khuye"n khich cac d~i ly b~ng nhii'ng muc thu'dng cho doanh so'. Cdc nha huon chuyfn: c6 tinh cha"t nhu' d~i ly nhu'ng thu'C1ng thl hQ ho~t d(>ng c3 cac vung c6 h~ tho'ng phan pho'i con kern. Cac nha buon chuye"n c6 vai tro ra"t tich clfc c3 nhii'ng thi tru'C1ng kern phat tri~n. chi phi ban hang cao. Cdc cila hieu le: cac cua hang nay se ban hang cho ngu'C1i mua v~ tieu tht;L cuo'i cung. C6 nhi~u lo~i cua hi~u le nhu' cac cua hi~u tren du'C1ng pho', c3 cac chq ... Theo di~u tra cua cong ty AC Neilsen, u'oc tinh c6 khoang 200.000 cua h9 kinh doanh t~i Vi~t Nam c3 ta"t ca lqai hlnh kinh doanh. Hi~n nay ca hai cong ty P&G va Uni-Lever la nhii'ng cong ty hang tieu dung c6 d(> bao trum thi tru'C1ng r(>ng nha"t nhu'ng cfing chi dung l~i (j muc 65.000 cua hang, theo cac chuyen gia cua cong ty P&G thl uoc luqng c6 khoang 80.000 cua hi~u kinh 24 doanh hang h6a my ph~m. d cong ty P&G, ngu'oi ta chia thi tru'ong ban hang Vi~t Nam thanh 4 khu Vf!C chinh: d6ng b~ng song Mekong, khu Vf!C TP.HCM va cac tinh Bong Nam b(> (gQi t~t la khu vrfc TP.HCM), khu vrfc cac tinh mien Trung va d6ng b~ng B~c b(>. Vi~c phan chia 4 khu vrfc chinh nay cfing du'<:Jc sii' dl;lng r(>ng r~ii d cac cong ty khac nhu' Lever, Colgate ... CJ cong ty nay, thi tru'ong cfing du'QC chia lam hai kenh phan pho'i chinh: do la kenh sieu thi va kenh nha phan pho'i. Kenh sieu thi chie'm 10% t6ng doanh so' cua toan cong ty, kenh nha phan pho'i chie'm 90%. Trong kenh nha phan pho'i, cac h(> kinh doanh du'<:Jc chia lam 4 dc;mg chinh: It~ Ion, sT, hi~ nho, ch<:J. Sau day la bang tho'ng ke cd ca'u trong kenh nha phan pho'i: Bang 7: Cd d(u kenh nha phan pho'i: Loc;ti cii'a hang So' cii'a hi~u Doanh so' hang tuffn Khu Vrfc 53,083 83 B6ng b~ng song Mekong Lelon 177,050 ST 165 Le nho 4,083 239,519 5,943 634,849 Ch<:J 787,880 Le Ion Khu vrfcHCM 914 ST 1,275,991 336 Le nho 17,684 1,797,168 Chq 3,290 870,295 Khu vrfc mien Trung Le IOn 75,953 136 ST 17,060 16 Le nho 8,492 834,458 Chq 1,557 307,698 Le Ion 278 213,586 Khu vrfc mien B~c ST 648 739,065 Le nho 20,015 1,175,457 1,329 103,528 Ch<:J Bao cao n(>i b(> P&G 25 lil Khu vl;fc TP.HCM va cac dnh mi~n Bong Nam b() (chie'm 51% doanh s6 ciia toan cong ty P&G) la khu vl;fc kinh doanh chie'n ht<;lc c6 the n6i la ciia toan 2.2.1.5 Cd cilu theo khu v(lc, theo ci'la hang tr{Jng diim Vi~c xac dinh du'<;lc nhung vung kinh doanh trQng diem c6 vai tro ra"t b() cac cong ty hang tieu dung. quan trQng d6i voi cac cong ty trong vi~c bao trum nhu'ng ngay ca khi xac dinh du'<;lc cac khu vl;fc nay thi cling khong phai la cac cong ty c6 the bao trum he't cac cii'a hi~u trong nhung khu vl;fc nay. Sau day la bang thO'ng ke cho chung ta bie't s6 cii'a hang chie'm 80% doanh s6 ciia cong ty P&G: Lo~i cii'a hang S6 etta hi~u Doanh s6 hang tuffn Bang 8: S6 cii'a hang chie'm 80% doanh s6 ciia cong ty P&G: Khu Vl;fc 53,083 :E>6ng b~ng song Mekong Lelon 83 176,950 164 SI 132,751 Le nho 569 388,160 Ch<;l 1,516 Khu vl;fcHCM 786,880 Le IOn 904 1,275,691 SI 333 1,470,344 Le nho 5,726 Ch<;l 2,279 792,643 75,953 Khu vl;fc mi~n Trung Le IOn 136 SI 17,060 16 Lenho 2,048 466,879 245,485 Ch<;l 725 213,375 Le IOn Khu vl;fc mi~n Bil:c 276 737,039 SI 619 Le nho 2,828 544,128 62,799 Ch<;l 275 7,439,217 18,481 T6ng c()ng 26 Bao cao n()i b() P&G Chi co 18,481 cfra hil$u (28% tren t6ng s6 cfra hil$u) nhung chie'm 80% c6 cac quye't dinh bao trum toan dil$n hdn, chinh sach gia tren thi truang, nhii'ng doanh s6 cua cong ty. Vil$c xac dinh nhii'ng s61il$u tren c6 th~ giup cac cong ty cfra hil$u nao nen bao trum va bao trum b~ng phltdng each nao, phuong til$n nao. 2.2.2 Th6i quen mua sdm ciia khach hang Theo nghien cuu cua cong ty AC.Neilsen nam 1999 -2000 t~i cac thanh ph6 H5 Chi Minh, Ha N()i, Hai Phong, Cffn Thd, E>a Nang, Nha Trang, nguai 2.2.2.1 Thi'li gian mua sdm mua hang Vil$t Nam c6 cac th6i quen nhu sau: E>a s6 khach hang mua vao bu6i sang rna giO cao di~m la 8-10 gia (khoang 43% ). d cac thanh ph6 IOn, sau giO lam vil$c cling la thai gian mua si{m chu ye'u do phl,l nii' lam cong sd ngay cang tang va slf phat tri~n cua hi$ th6ng sieu thi, giO cao di~m Ia tu 19 de'n 21 gia. mi~n Trung mua tr€ hdn. Nguai mi~n Nam mua si{m vao bu6i sang som trong khi dan Ha N()i va Mua si{m hang ngay vftn la th6i quen cua mQi nguai C1 Vil$t Nam. Thu Bay va Chu Nh~t la hai ngay cao di~m cua mua si{m, d~c bil$t la C1 cac thanh ph6Ion (doanh s6 C1 cac sieu thi vao cac ngay thu Bay va Chu Nh~t thuang cao hdn tu 50% de'n 100% so voi cac ngay khac trong tuffn) Thai luqng mua si{m ngi{n, thuang it hdn 1 tie'ng d&ng h& C1 cac cfra hil$u trong ch<;1 va duang ph6 (39% it hdn 30', 47% tu 30' -1h, 12% tren 1h). Thai luqng mua hang (j cac sieu thi cao hdn cac lo~i cfra hang khac. Phan ph6i cffn chu y de'n vil$c c6 san hang vao cac giO cao di~m d~ tranh vil$c mftt cd h()i doanh s6, vil$c trung bay a'n tuqng vao cac ngay cao di~m 27 cung c6 gia tri khac so voi ngay thuang. 2.2.2.2 Dja diim mua siim Ch h6a chie'm 59%, ch huong tang m(.tnh me trong thoi gian gfin day (hon 30% m6i nam) Tfing lop dan cu thu nh~p cao (A&B) mua sAm (J sieu thi nhi~u hon tfing lop dan cu trung blnh (CDE), di~u nay ngu mua sAm hang ngay va (J cac di€m ban leva ch vl,(c rna cong ty nen t~p trung bao trum. 2.2.2.3 Chi tieu m8i llln mua Nguoi Vi~t Nam thuong mua lu khoang 39,000 d6ng cho m6i lfin mua, xu huong nay tang d6i voi tfing lop AB, dan (J TP.HCM mua nhi~u hon (J nhii'ng noi khac. 2.2.2.4 Di v{li ai trong khi mua siim C6 83.7% khach di mua hang m9t mlnh, 10% di voi v 3% di voi tre em. Nguoi mua sAm thuong d9c l~p trong mua sAm khi dung truoc cii'a hi~u. Phv nii' dam nh~n 92.8% vi~c mua sAm hang tieu dung va 71.7% vi~c quan ly tai chinh. 2.2.2.5 Muc dl) trung thanh vui san philm Khac nhau theo tung lo(.ti san phffm, san phffm mang tinh ca nhan cao hon san phffm danh cho t~p th€. VD: dfiu gQi c6 mile dQ trung thanh cao hon xa bong tAm. Nh~n thuc du ph6i va trung bay thich h khac nhau nhAm duy trl cac khach hang trung thanh va lOi keo them cac khach hang moi. Nhii'ng hi€u bie't v~ nguoi mua sAm da d~t ra cho chung ta nhii'ng va"n d~ cfin giai quye't trong h~ th6ng phan ph6i nhu: 28 •!• Cac cong ty cffn dam bao m<)t lu' mQi thoi di€m trong suo't hi$ tho'ng cung ung. •!• Cong ty nen chQn nhii'ng don vi hang t6n nao (SKU) d€ lam tieu chu~n phan pho'i? Nhii'ng tieu chu~n nao? Ntu chi du' A " ' " ' _, A A ,:! 2.3 THl)'C TR~NG HO~ T DQNG PHAT TRIEN H:t:: THONG PHAN PHOI ' ,:? - HANGMYPHAM 2.3.1 Xu hliong phat tri~n cac kenh phan pho'i cua thi trliong ban himg pho'i hang my phftm thl d6 la don vi nao? Theo so'lil$u nghien cuu thi tru'ong cua cong ty AC Neilson cho P&G thl hi$ tho'ng cac sieu thi (super market), cii'a hang tlf chQn (convenient store), trung tam ban si (cash & carry) gQi chung la kenh kinh doanh moi (morden trade) dang phat tri€n m<)t each m~nh me (to'c d<) tang tru'dng hon 50% m6i nam) da lam th6i quen mua sifm thay d6i tu ch moi nay. Theo dlf bao kenh phan pho'i nay se chitm tu 30%-50% t6ng doanh so' (j cac thanh pho'lon. Ch pho' nho. Cac cii'a hil$u nho titp tvc tang len C1 ca thanh thi va nong thon do qua 2.3.2 Thtfc tr~ng ho~t d()ng phat tri~n h~ tho'ng phan pho'i trlnh do thi h6a, so' cii'a hil$u tang len khoang 2% m6i nam. Thi tru'ong hang my ph~m Vil$t Nam bi cac cong ty quo'c tt chi pho'i hffu htt, chi 3 cong ty UniLever, P&G va Colgate da chitm 70% thi phffn. Do d6 hi$ •!• Nh6m cong ty hang dffu: trong nh6m nay c6 th€ chia lam hai nhanh: ~ Nh6m xay dlfng m<)t hi$ tho'ng cac nha phan pho'i day d~c tho'ng phan pho'i tren thi tru'ong c6 th€ chia lam hai nh6m chinh: (Unilever va cac cong ty nu'oc ngoai) va c6 muc bao trum thi 29 tntong ra't cao: hi$ thO'ng nay t~p hQp ra't nhi~u nha phan phO'i nho, co rnuc cd d()ng cao, n~rn r6 thi tntong ban hang co l hil$u qua nhung kern v~ hil$u nang. );> P&G di theo huang bao trurn cao voi sO' nha phan phO'i it nhung chuyen nghil$p. HQ co l quan tri vao hi$ thO'ng nhung h.ti kern di v~ tinh hil$u qua. Ta't ca cac cong ty trong nhorn nay d~u co nhung dftu tu ra't Ion cho kenh phan phO'i cac sieu thi. Trong do Unilever dang dftn dftu do da co nhung buoc di truoc khi n~rn b~t du hang tO't hdn. Truoc day Kao co xay dlfng rno hlnh ban hang trlfc tie'p tu cong ty de'n ta't ca cac cii'a hang nhung hQ da tha't b~i do tinh hil$u qua kern cua hi$ thO'ng cling nhu chi phi qua cao. •!• Nhorn cac cong ty con l~i chu ye'u la cac cong ty n()i dia: cac cong ty nay chu ye'u chi xay dlfng rn()t rn~ng luoi cac d~i ly' hQ chi t~p trung vao cac h() ban si (j nhung ch trurn. Cac cong ty nay cilng cO' g~ng xay dlfng rn()t rn~ng luoi r()ng cac nha phan phO'i nhung khong thanh cong. Cac nha phan phO'i cua hQ rnang dung nghia la d~i ly hdn. HI$ thO'ng phan phO'i nay rnang tinh thl;l d()ng cao va kern hil$u qua, dong gop kern vao qua trlnh thuc d~y hang hoa de'n voi nguoi tieu dung. IDnh anh hi$ thO'ng cac kenh phan phO'i cua cac cong ty di li~n voi cac each tie'p c~n xay dlfng hi$ thO'ng phan phO'i cua cac cong ty nhung n6i chung rnang nhung tinh cha't ph6 bie'n nhu sau: 30 •!• Tie'p c~n thi tntong qua chinh qui mftu ml,l'c: cac cong ty thuong phat tri~n m9t h~ th6ng day d~c cac d~i ly tren khAp ta't ca cac tinh, thanh va m~nh tnJ thanh nha phan ph6i va giOi h~n l~i s6 cU'a hang bao trum. Vi~c lam nay ra't t6n kern, thuong lam gian do~n vi~c phan ph6i o mQt bao trum tfft ca cac ctla hi~U r6i sau do dffn dffn ChQn lQC cac nha d~i ly s6 khu Vl,l'C do phan ung tieu Cl,l'C CUa h~ th6ng d~i ly Cfing nhli lam hlnh •!• Qua t~p trung vao d6i ph6 vOi d6i thu c~nh tranh: c6 m<)t thoi rna cac anh cong ty hi xa'u di 0 m<)t s6 thi trliong. cong ty c~nh tranh trl,l'c tie'p dua nhau m
thll~p tuc cong ty kia se theo, hQ cling c6 gAng loi keo cac d~i ly, nha kie'm va mo r<)ng m~ng luoi phan ph6i. Khu Vl,l'C nao rna cong ty nay de'n phan ph6i. Vi~c lam nay lam cho hi~u qua cua h~ th6ng phan ph6i c~nh tranh thie'u lanh m~nh. •!• Chie'n lliQC di theo qua r~p khuon: dieu nay thliong xay ra voi cac cong khong cao, d6ng thoi lam cho moi truong kinh doanh hi xa'u di do sl,l' ty n<)i dia. Cac cong ty nay di theo m<)t each r~p khuon cac mo hlnh phan ph6i cua cac cong ty qu6c te' rna thie'u tinh toan de'n tiem ll,l'c tai chinh, SUC m~nh nhan hi~U va chie'n lliQC san ph~m CUa mlnh da dftn de'n nhii'ng t6n tha't Ion rna m<)t vi dt;tla cong ty ICC. M<)t each lam khac la cac cong ty nay tlm nhii'ng nguoi da lam vi~c cho nhii'ng cong ty Ion nh~m giup hQ xay dl,l'ng h~ th6ng phan ph6i, cac cong ty nay thuong c6 m<)t h~ th6ng •!• Bdn gian qua muc h~ th6ng phan ph6i: chi ban hang trl,l'c tie'p de'n cac mang tinh chAp va. ChQ dffu m6i hay cho cac d~i ly. Mo hlnh nay chu ye'u tu cac cong ty nho 31 thie'u ngu6n ll,l'c va tai ll,l'c. 2.3.4 Tinh hi~u qua cua h~ thO'ng phan pho'i Tru nhii'ng nhan hic$u ra't khoe m~nh nhu: OMO, Rejoice c6 kha nang tlf phan pho'i cao thl cac nhan hic$u con l~i d€u cffn m<)t "slf thuc dffy" thong qua mQt he$ tho'ng phan pho'i hic$u qua nhung nhii'ng he$ tho'ng phan pho'i cua da so' cong ty chua d~t de'n trlnh dQ nay. Hic$n nay ngoai he$ tho'ng phan pho'i cua cac cong ty nhu Lever hay P&G mang tinh hic$u qua tuong do'i cao, con cac cong ty khac d~c bic$t la cac cong ty n<)i dia thl cac chi so' phan pho'i con ra't tha'p, cac chi so' nhu: % so' etta hic$u c6 phan ph tieu to'i thi~u la phai tren 80% cho m<)t nhan hic$u khoe m~nh. Ngay ca he$ tho'ng phan pho'i cua cac cong ty Ion nhu Lever va P&G ciing b<)c 1<) nhii'ng di~m ye'u cua mlnh. Nhu voi m<)t he$ tho'ng day d~c cac nha phan pho'i cua cong ty Lever, ben c~nh m~t m~nh la c6 hic$u qua cao v€ phan pho'i nhung lc;ti thie'u slf d6ng bQ giii'a cac khu vlfc do trlnh dQ cua cac nha phan pho'i con nhi€u chenh lc$ch, d6ng thoi kh6 c6 th~ ling d1,1ng cac phuong phap quan tri tac nghic$p vao nen tinh hic$u nang (hic$u qua v€ kinh te') con tha'p. Nguqc lc;ti voi xu the' nay la nhii'ng nha phan pho'i chuyen nghic$p cua P&G c6 hic$u nang cao v€ chi phi ban hang nhung lc;ti thie'u tinh hic$u qua phan pho'i, d~c bic$t (J nhii'ng khu vlfc dnh. 2.3.5 Cac h~n che' t6n t~i trong vi~c phat tri~n h~ thO'ng phan phO'i Nhfi'ng 16 hong trong vic$c tie'p c~n phat tri~n he$ tho'ng phan pho'i ciing nhu nhii'ng ke't qua tha'p trong hic$u qua phan pho'i bAt ngu6n tu nhii'ng nguyen nhan sau: •!• Ke't qua ban hang Ia quan trQng nha't do'i voi cong ty. Binh huang suy nghi nay ddn de'n vic$c cac cong ty d~t tinh hic$u qua cua he$ tho'ng phan pho'i len tren tinh hic$u nang v€ kinh te'. Vic$c dffu tu qua muc va khong hic$u qua trong bao trum lam cho tlnh hlnh tai chinh cua cong ty xa'u di. 32 Thu'ong thi ke't qua la sau m()t thoi gian dai bao trum kern hi<%u nang cac cong ty se rut lui, gay tac d()ng xa'u de'n ten tu6i cua cac nhan hi<%u. •!• M6i khach hang la m()t khach hang to't. Bay la di~u khong dung vi m6i m()t khach hang cua cong ty luon c6 nhii'ng doi hoi khac nhau v~ muc d(). Ch~c ch~n la se c6 nhii'ng khach hang luon doi hoi nhii'ng di~u ki<%n rna cong ty khong th~ dap ung ciing nhu' it cam ke't voi nhii'ng mvc tieu cua cong ty. Nhung voi quan di~m nay thi cac cong ty thuong hay hua nhii'ng gi qua dang rna minh khong th~ thl;l'c hi<%n du'qc tu d6 duy tri mQt h<% tho'ng phan pho'i kern hi<%u qua. •!• Ban hang la hinh thuc marketing duy nha't rna tOi cffn. V oi quan di~m nhu' tren nen cac doanh nghi<%p d~u t~p trung mQi ngu6n vao ban hang. HQ quen di ma't la phan pho'i chlla m()t thanh phffn trong Marketing Mix va khong th~ thay the' du'qc cho cac chu'dng trinh quang cao, khuye'n mai hay nhii'ng va'n d~ v~ cha't lu'qng san ph£m hay gia ca. Chinh di~u nay dftn de'n ke't qua ngu'qc l~i la vi<%c phan pho'i cang kh6 khan va kern hi<%u qua hon do san ph£m da bi ye'u di tren thi tru'ong •!• Ap dvng sai chuc nang cua cac cong cv Marketing va phan pho'i: m()t
minh chung (J day la vi<%c ban hang trl;l'c tie'p cho nguoi tieu dung. d cac cong ty quo'c te', m()t trong nhii'ng ho~t d()ng Marketing Ia phat t~ng hang mftu nh~m t~o ra nh~n thuc va nhu cffu cho ngu'oi tieu dung, sau nay ho~t d{)ng nay du'QC d£y len IDQt bu'OC cao hdn la ban san ph£m VOi gia re cho ngu'oi tieu dung xai thlt d~ tang tinh hi<%u qua cao hdn cho chu'dng trinh do hang t~ng thu'ong it. Tuy nhien da c6 cac cong ty n()i dia da hi~u lffm va dung cong cv nay nhu' m()t cong cv phan pho'i, di~u nay lam ma't di tinh hi<%u qua cua h<% tho'ng phan pho'i cua hQ do trung la'p va giam di uy tin cua cong ty do nhii'ng sai sot trong thl;l'c hi<%n do'i voi ngu'oi tieu dung. 33 A A ,.., A , , ' ' ~ " " , ,.., ,.., A ' ~ CHUONG3
MOT SO BI~N PHAP PHA T TRIEN VA HOAN THI~N
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H~ THONG PHAN PHOI CHO CAC DOANH NGHI~P MY
PHAM T~I THJ TRUONG VI~T NAM , " , , ,...? ' ' ,... ,.. ,..., 3.1 CAC BI~N PHAP PHAT TRIEN VA HOAN THI~N H~ THONG PHAN PHOI DOl VOl CAC DOANH NGHI:ItP 3.1.1 Xay dqng vung chie'n lliQ'c phat tri~n h~ tho'ng phan pho'i trong mo'i quan h~ dung ddn v6'i chie'n lliQ'c san phftm va mang tinh chie'n lliQ'c dai h~n H~ tho'ng phan pho'i phai du'QC thie"t ke", t6 chuc va tht;(c hi~n dlfa tren va song hanh cling voi chie"n lu'QC san phffm nhAm d€ hd trQ cho Slf phat tri€n cua san phffm hay trt;(c tie"p thuc dffy st;( phat tri€n san phffm. M()t ht$ tho'ng phan pho'i to't CO th€ h~n che" Slf ye"u kern CUa cac chu'dng trlnh marketing, hay t~O nen them sue m~nh do'i voi cac chudng trlnh marketing to't nhAm giai quye"t cac va'n d~ hay ni{m bi{t cac cd h()i kinh doanh t~o ra nhung l<;1i the' c~nh tranh va thanh cong cho san phffm. Ngu'QC l~i, chie"n lu'QC san phffm se giup nang cao tinh hi~u qua cho h~ tho'ng phan pho'i. Nhung chu'dng trlnh quang cao, chinh sach gia ca phu h<;fp, chfft lu'<;fng va bao bl Vu'Qt tr(}i se giup cho vit$c phan pho'i hang h6a cua phong ban hang d~ dang hdn, ht$ tho'ng phan pho'i hi~u nang hdn. Chie"n lu'QC phan pho'i dlfa tren n~n tang chie"n lu'QC san phffm se giup cong ty dinh vi dung thi tru'ong, xac dinh dung ca'u true h~ tho'ng phan pho'i, tie"t ki~m du'<;fc thoi gian, ti~n khi tranh du'<;fc nhung chu'dng trlnh tai ca'u true h~ tho'ng phan pho'i nAm ngoai y muo'n, t~o ra sue m~nh tdng h<;fp khi ke"t h<;fp d6ng b() voi cac ho~t d()ng san phffm, gia, khuye"n mai. Vi~c dfiu tien trong cong tac phat tri€n ht$ tho'ng la xac dinh cac khu V\l'C nao va theo thu tlf u'u tien nao cong ty nen xay dlfng m~ng lu'oi phan pho'i. Sau 34 day lu~n an d€ nghi nhung nguyen tile va qui trinh chQn h;l'a chie'n lu' Nguyen tifc •!• Xac dinh san lu' phan pho'i: Do d6 khu vt;(c c6 ti€m nang san lu' •!• Silp xe'p thu tht;t' u'u tien theo nguyen tile 20-80: u'u tien cho vung, ctra hi~u chie'm 80% doanh so'. •!• u'u tien vung xe'p tren u'u tien caa hi~u Nhilng thong tin ctin thie't cho qui trinh •!• Thong tin cffn thie't v€ cac khu vt;tc dnh thanh, dan so', thu nh~p binh se khac voi san phfim binh dan. •!• Cac gia dinh v€ san lu li~u tht;(c. •!• Thong tin v€ khu vt;tc va cac kenh phan pho'i cling nhu' cac caa hang quan, san lu' (so'li~u chi tie't tc;ti bang 7 va 8). •!• Cac gia dinh v€ so'lu trQng di€m. Nhilng ltfa ch(Jn trong bao trum cua cac cong ty nghien cuu thi tru'ong. Theo khu vt;(c: thu tt;t' t~p trung Ia : S, M va sau d6 moi de'n T. Trong d6: S (Strategic: Chie'n lu' Theo caa hi~u: thu tt;t' u'u tien theo phan lQai A,B,C: A: 20% ctra hi~u hang dffu chie'm 60-70% doanh so'. B: 30% ctra hi~u tie'p theo chie'm 20-30% doanh so'. 35 C: 50% ctra hi~u con lai chie'm du'oi 10% doanh so'. Tieu chuffn phan bO' chung loc;ti (RPS-Retail Performance Standard) tc;ti cac cii'a hit%u loc;ti Ava B va dung ht% thO'ng si bao trum cho cac cii'a hit%u lQai C. Cong ty se dl,ia tren hai ye'u tO' thu nh~p binh quan dffu nguoi (GDP/capita) va muc phat tri~n nhan hit%u d~ xac dinh thu tl,l' uu tien cua cac khu vl,l'c. d cong ty P&G, hQ Iffy muc 200 USD cho thu nh~p binh quan dffu ngu'oi va muc 0,43 cho muc phat tri~n nhan hit%u. Sau khi da xac dinh thu tl,l' uu tien vung, thi cong ty se dl,ia vao phan lQai cfra hang ABC d~ xac dinh sO' lu' phu'ong tit%n bao trum cfing nhu' la tieu chuffn phan phO'i. Qui trinh ch(Jn bja chitn lli(lc khu v(lc phiin phffi M T Cac khu vrf-c
s Thu nh~p GDP binh quan >200 or <200& >200 dffu nguoi (USD) Muc phat tri~n nhan hit%u =0,43 =0,43 0,43< BDI (don vi san phffm/nguoi/nam) 2 1 Thu tr! t~ p trung 3 Cll'a hi~u-Doanh s6 36 3.1.2 Phat tri~n h~ tho'ng phan pho'i phu hQ'p voi cac giai do~n phat tri~n ciia cong ty Ben c~nh vi~c phat tri~n chie'n lu'qc h~ tho'ng phan pho'i dlfa tren va song hanh VOi chie'n lu'QC san phffm chung CUa cong ty, h~ tho'ng phan pho'i chie'n luqc c~n phai duqc xay dl;t'ng hay tai c1u true sao cho phu hqp voi cac giai do~n phat tri~n cua cong ty. Giai do~n cong ty tham nh~p vao m<)t thi tru'ong khac voi giai do~n c6 lqi nhu~n. giai do~n phat tri~n thi ph~n khac voi giai do~n to'i da h6a lqi nhu~n ... d mbi giai do~n khac nhau, cong ty c6 ngu6n ngan sach khac nhau va cac chie'n lu'qc marketing Mix khac nhau nen chile chAn se doi hoi nhung h~ tho'ng phan pho'i khac nhau phu hqp voi tinh hinh chung cua cong ty. Giai dof!,n tham nh{jp C1;1 th~: Giai do~n cong ty du'a vao thi tru'ong moi cac san phffm cua minh, thi ph~n con nho, m~t hang chua duqc nhi~u ngu'oi bie't de'n, cac cong ty thu'dng m~i hay cac cti'a hang chua c6 ni~m tin vao vi~c kinh doanh san phffm. v~ phia cong ty thi con thie'u cac thong tin chi tie't v~ thong tin thi tru'ong ban hang, cac t~p quan mua ban, cac rui ro v~ thanh toan, chi phi ban hang con ra't cao trong t6ng •!• Chi t~p trung vao cac khu vl;t'c ll;t'a chQn chie'n lu'qc phu hqp voi chie'n chi phi ... Trong giai do~n nay cac cong ty nen: •!• Phat tri~n r<)ng khAp cac d~i ly nho hay nha phan pho'i nho. •!• Dffy cao to'c d<) bao trum len muc cao nha't c6 th~. Giai dof!,n tiing trilling v~ thoi gian thi c6 th~ vao nam thu hai hay thu ba cua cong ty (j m<)t thi lu'QC san phffm cong ty: Khu vvc s tru'ong moi. To'c d<) tang tru'dng hang nam cua cong ty ra't cao, c6 th~ tu 50- 37 100%. San phffm cua cong ty da du'QC sv nhin nh~n r<)ng rai cua cong chung, cac cd'a hi<$u cha'p nh~n kinh doanh san phffm cong ty m<)t each d~ dang hdn tntoc, cac nha d~i ly hay phan phO'i chu y dffu tu' hdn cho san phffm cua cong ty. Thu'ong thi cac chie'n dich quang cao va khuye'n mai ra't m~nh se di~n ra trong giai do~n nay. Yeu cffu luc nay d6i voi h<$ thO'ng phan ph6i luc nay la: •!• T~o ra tffng lop r6 rang trong cac kenh phan ph6i o cac khu vt;tc da bao trum d~ tranh nhii'ng c~nh tranh khong cffn thie't lam cho san phffm ch~m de'n nguoi tieu dung va ke't qua tai chinh kern cho cac nha kinh doanh trung gian. •!• Mo r<)ng bao trum de'n cac vung c6 d<) u'u tien ca'p 2. Giai do(!-n trllllng thanh hay co 1¢ nhu{jn T6c d<) tang tru'ong o giai do~n nay khong con cao nhu' tru'oc nii'a rna chi o muc tu 5-10% hang nam. C~nh tranh giii'a cong ty va cac dO'i thu o muc d<) cao. Cac chudng trinh quang cao nh~m duy tri thi phffn hdn la dS mo r<)ng thi phffn. Cac chu'dng trinh khuye'n mai ciing khong con vai tro thay d6i thi phffn m~nh me nhu' tru'oc. Vai tro ngu'oi ban hang luc nay dong vai tro ra't quan tr9ng trong vi<$c 6n dinh kinh doanh va thi phffn cua cong ty. H<$ thO'ng phan phO'i luc nay nen: •!• Xay dt;tng cac nha phan phO'i chuyen nghi<$p: giam sO' lu' ph6i, mo r<)ng khu vt;tc bao trum cho m<)t nha phan phO'i. •!• Giam tO'i da tffng lop trung gian dS tang t6c d<) t6i da cho hang h6a tu cong ty de'n ngu'oi tieu dung. •!• Mo r<)ng bao trum de'n cac vung c6 d<) u'u tien ca'p 3. Giai dof!-n khung khodng C~nh tranh kh6c li<$t lam cho l cong ty ciing c6 thS ma't thi phffn vao tay cac dO'i thu, ngan sach gianh cho ban hang ciing giam. Luc nay cong ty cffn phai: 38 •!• T~p trung ngu6n h,tc v~ cac vung chie'n htqc c6 d() u'u tien ca'p 1. •!• Chi bao trum cac cli'a hi~u chie'm 80% doanh s6 (J cac vung c6 d() u'u tien •!• Rut bo bao trum (J cac khu vlfc c6 d() u'u tien ca'p 3. Hang h6a c6 th€ ca'p 2. •!• H~ th6ng nha pharr ph6i va cac kenh trung gian khac c~n duqc duy trl 6n chay v~ cac vung nay thong qua cac nha huon chuye'n. dinh, tranh S\1' xao d_()ng Ion. 3.1.3 Bao dam do hang trong h~ tho'ng phan phO'i cua cong ty bitng vi~c ung
dqng nguyen ly trong quan trj san xua't V oi m()t thi tnl'ong c6 m()t s6luqng cli'a hi~u ra't nhi~u va th6i quen mua h~ th6ng cung ung c6 vai tro he't sue quan trQng de'n ke't qua kinh doanh. Cong dm v§:n (J cac cli'a hi~u nho thl vi~c dam bao luqng hang t6n d~y du trong su6t 3.1.3.1 Hang hoa trong kho ty c~n phai dam bao du hang trong su6t h~ th6ng cung ung (J ca ba ca'p d(): Cong thuc sau se giup chung ta xac dinh "Chi s6 t6n kho m\}c tieu" ICO ICO=(OI+OTD+BUFFER)* LU(1NG BAN TRUNG BINH MQT NGA Y (Inventory Control Objective) OI (order interval) khoang each giil'a 2l~n d~t hang. OTD (order to delivery) thoi gian tu luc d~t hang de'n khi giao hang. Buffer: ngay t6n kho dlf tril' an toan. CSL: muc d() m~t hang c6 san. %CSL=s6 m~t hang c6/t6ng s6 m~t hang. C~p nh~t t\1' d()ng trong h~ th6ng. 39 CSL kho chinh, le, ph\1. •!• H~ th6ng du li~u tinh htqng hang ban ra va mile d() m~t hang c6 san Tinh tmin ddn hang cd sd •!• H~ th6ng tl:l' d()ng tinh luqng hang ban ra thl:l'c sl:l' b~ng each di~u chinh (CSL) trong 8 tuffn qua. •!• Cong ty di~u chinh luqng hang ban ra thl:l'c sl:l' d~ dl! tru nhung bie"n d()ng htqng hang thl:l'c te" da ban va mile CSL trung blnh. •!• H~ th6ng tl:l' tinh luqng hang dl! phong theo tung ddn vi hang (SKU). •!• H~ th6ng tl:l' tinh ICO b~ng each ap d1,mg chu ky d~t hang va thoi gian nhu cffu nhu khuye"n mai, giOi .thi~u san phffm hay them khach hang. giao hang vao cong thilc vdi luqng hang ban ra thl:l'c sl:l' sau khi da c()ng •!• H~ th6ng tl:l' d()ng trich xua"t du li~u v~ t6n kho hi~n t~i thl:l'c c6, ddn hang luqng hang dl! phong. •!• H~ th6ng tl:l' tinh luqng hang san c6. H~ th6ng tl:l' tinh ddn d~t hang cd sd = ICO - luqng hang san c6 3.1.3.2 Tren xe ban hlmg tren duong va ddn hang da hila. Tinh t6an ddn hang cho xe ban hang m6i ngay c6 cong thilc nhu sau: Tinh t6an ddn hang = ICO - luqng hang san c6 tren xe
B~ c6 ddn hang chinh xac cho tung ngay trong tuffn thl cffn chu y nhii'ng di~m •!• ICO cho tung ddn vi hang t6n: c6 ba mile 1, 2, 3 ~ 1.5-2 ngay: danh cho hang ban ch~y: mile 1 ~ 2 ngay: cho cac m~t hang n~mtrong nh6m c()ng d6n chie"m 80% sau: ~ 4 ngay: cho cac m~t hang con l~i: mile 3 •!• Nhan vien phai ban theo dung lich trlnh qui dinh 40 doanh so' : mile 2 •!• Thu kho phai phat dung theo ddn d~t hang •!• ICO du'<;1c tinh tren ngu6n s6 lil$u chinh xac va c~p nh~t tinh hlnh kinh doanh •!• ICO phai du<;1c c~p nh~t hang thang 3.1.3.3 T{li ciia hifu tren thi tntung Cong thuc d~ xay dlfng ICO cho ctl'a hil$u: ICO = Lu'<;1ng hang CU'a hang ban ra trong tu~n + Bay Bil$n + Dlf Tn1 H<;1p Ly. (Ho~c khang each 2l~n d~t hang) ICO cua ctl'a hil$u c~n thay d6i kiP thoi trong tntong h<;1p sau: •!• Sue ban ra cua ctl'a hil$u tang len. •!• Dil$n tich bay bil$n tang len. •!• Lu'<;1ng dlf tn1 c~n di~u chinh theo mua. Tinh t6an ddn hang = ICO - lu'<;1ng hang san c6 t~i ctl'a hil$u 3.1.4 T~n d1,1ng va phat buy cac kinh nghi~m, xu hliong phat tri~n cua thi trli pho'i. 3.1.4.1 Ap dl}ng dung tinh thiln "Suy nghi toan cilu, hanh dl}ng dia phztdng" trong vifc xiiy dz.tng hf thffng phiin phoz Cac cong ty c~n phai phat huy nhii'ng phu'dng phap, chu'dng trlnh thanh cong cJ cac nu'OC trong khu VlfC CO di~U kil$n tu'dng d6ng trong vil$c xay dlfng hi$ th6ng phan ph6i, chAng h~n nhu': chlidng trinh md r()ng bao trum d nhii'ng khu vqc kern phat tri~n, chudng trinh tang so' phan phO'i chung lqai cac ddn • ? h,:/ Vf san p am ... Tuy nhien trong ung dt,mg, cong ty vlin phai c6 nhii'ng di~u chinh, thay d6i sao cho phu h<;1p Voi van h6a, phong tl,IC t~p quan, ffiUC dQ cam nh~n cua nu'oc scJ t~i cho nen m(>t hi$ th6ng phan ph6i t6t phai mang tinh cha't kha thi cao 41 t~i dia phu'dng, d6ng thai phat huy du' qua cao mang tinh the' gioi. H~ tho'ng phan pho'i phai du' VOi d~C di~m dia ly CUa dia phu'dng, Slf phat tri~n CUa n6n kinh te', th6i quen mua ban, diu true cii'a hang va cac lu~t 1~ lien quan. Cho du ung dt;mg cac mo hlnh to't nha"t (best approach) (j cac nu'oc trong •!• D~c di~m dia ly Vi~t Nam: trai dai, cac thanh thi each nhau xa, cii'a hang t~p trung (j cac thanh pho'lon, con vung nong thon thl chu ye'u mua sa:m (j cac ch khu VlfC thl cac cong ty luon nen chu y de'n cac di6u sau: •!• Ca"u true cii'a hang: cii'a hang nhi6u, rai rae, sue mua nho nen trong h~ phcii tinh de'n tinh kinh te' cua m6 hlnh va hi~u qua cua mo hlnh. tho'ng phan pho'i phai c6 mo hlnh va phudng ti~n bao trum h hi~u qua va hi~u nang. •!• Slf phat tri~n kinh te': c6 to'c d9 phat tri~n cao nhu'ng thi tru'ong v§n chua xe may, xe lam, xe tai cho de'n phu'dng ti~n thuy6n ghe d~ phat huy tinh c6 cac doanh nghi~p qui m6 to trong thu'dng m~i phan pho'i, v§n chu ye'u la cac h9 ban si, lam an theo th6i quen gia dlnh, quan ly ye'u kem ... nen cac nha phan pho'i khi cong ty llfa ch9n cffn c6 kich co phu h slf h6 tr pho'i c6 san voi cha"t lu' d~ c6 th~ du'a cac chu'dng trlnh quan ly cao ca"p va chuffn mlfc mang tinh phai luon nang cao cha"t lu' •!• Th6i quen mua ban: th6i quen mua n quo'c te' vao trong h~ tho'ng trong tu'dng lai. chinh sach thanh toan h 42 quye't cac va"n d6 tren. •!• Cac Iu~t I~: thue' v~n Ia m()t nlo can Ion trong vi~c phat tri€n h~ thO'ng phan phO'i. Cac thu tt.IC v€ gia'y phep kinh doanh (J cac dia phu'dng khac con ra't nhieu khe. Do d6 vi~c ban ra ngoai tinh hay vi~c md cac chi nhanh phan phO'i phcli du' dt.Ing cac mo hlnh mo hlnh nha phan phO'i Ion. 3.1.4.2 Xliy dlfng hf thtfng phlin phtfi tlldng lai viw ngay hom nay Tu nhung kinh nghi~m va xu hu'ong phat tri€n cua h~ thO'ng ban hang cua cac nu'OC trong khu V\(C, rna Cl.l the Ia S\f phat trien Vii bao CUa kenh phan phO'i cac t~p doan sieu thi, cli'a hang ti~n ich, trung tam ban si... thl cac doanh nghi~p nen nhln tha'y ding trong thoi gian khong xa toi thi truong ban hang (J Vi~t Nam cling se c6 nhung bu'oc phat trien tu'dng tg. Kenh kinh doanh hi~n d~i nay se chie'm tu 40%- 50% trong th~p ky tOi. Cac cong ty phai thie't I~p m()t chinh sach gia, h6 tr<;1, di€u ki~n thanh t6an d6ng nha't nh~m giai quye't du' I<;1i ich giua h~ thO'ng phan phO'i truy€n thO'ng Ia cac nha phan phO'i va d~i Iy voi cac t~p doan sieu thi de thlfc hi~n thanh cong quan di€m kinh doanh: "Hay xay dlfng h~ thO'ng phan phO'i cua tu'dng Iai vao ngay hon nay". Lu~n an d€ nghi nhung nguyen Hie v€ chinh sach gia va thanh t6an cho cac nha phan phO'i va sieu thi nhu' sau: •!• Chinh sach gia cong b~ng, khong t~o nen I<;1i the' cho m()t hlnh thuc phan phO'i nao. •!• C6 nhi€u ch<;>n Ilfa giua cong n<;1 va chie't kha'u. •!• Thudng dlfa tren thanh tich kinh doanh, khong tren the' Ilfc kinh doanh. 3.2 CAC DIED KI:ItN DE THljC HI:ItN GIAI PHAP HOAN THI:ItN Cac doanh nghi~p cffn t~p trung vao hai llnh vlfc quan tr<;>ng Ia nhan slf cho h~ thO'ng phan phO'i va cac qui trlnh phat trien h~ thO'ng phan phO'i, day Ia h~n che' chung cua cac doanh nghi~p Vi~t Nam. 43 3.2.1 Di~u ki~n ye'u to' nhan sr! Cong ty phai c6 chie'n ht<;1c phat tri€n nhan slf xuyen suO't trong h~ thO'ng phan phO'i, tir nhan vien cua phong ban hang cua cong ty cho de'n cac nhan vien cua nha phan phO'i. Nhung ye'u tO' chinh d€ c6 m()t t6 chlic chie'n thilng chinh la vi~c tuy€n d1;1ng du'<;1c nhung con ngu'oi c6 phgm cha't tO't nha't, phat tri€n va bO' tri h9 vao cac cong vi~c phu h<;1p, ghi nh~n va tu'dng thu'dng nhung thanh qua tht;t'c hi~n cua h9 m()t each xling dang d€ h9 luon giln b6 lau dai voi cong ty. Lu~n and~ nghi cac cong ty ap d1;1ng t6 chlic cong tac nhan Slf hoqt d(}ng theo 4 quy trinh sau: tuy€n d1;1ng, hua'n luy~n, danh gia ke't qua va khen thu'dng. 3.2.1.1. Tuyin d~ng Nguyen Hie. tuy€n d1;1ng du'QC nhung ca nhan •!• Qui trinh tuy€n d1;1ng du'QC thie't ke' d€ c6 phgm cha't tO't nha't khi c6 nhu c~ u. •!• Len ke' hoqch nhan Slf va llfa chQn ngu'oi thich h<;1p la each tO't nha't d€ quan ly vi~c thay d6i nhan slf cua nha phan phO'i. •!• Phat tri€n cac ngu6n cung ca'p cac ling cu vien c6 cha't lu<;1ng tO't se giup cho qui trlnh tuy€n d1;1ng thu~n l<;1i hon. •!• Xac dinh nhung phgm cha't co ban c6 anh hu'dng toi ke't qua cong vi~c giup cho qui trlnh ch9n llfa thu~n l<;1i hon. •!• Ta't ca cac vi tri con trtSng, ho~c nghi vi~c phai du'QC dlf bao va len ke' hoqch tru'oc. •!• Bang mo ta cong vi~c va cac ke't qua tieu chugn mong muO'n phai du<;1c xac dinh m()t each r6 rang va giOi thi~u cho mQi ling cu vien. 44 •!• Vi<$c thie't ke' qui trlnh tuy~n d1,mg phai cho phep cong ty va cac ling cu vien c6 th~ quye't dinh " tie'p t1,1c hay ngung phong va'n ", tntoc khi ky hqp d6ng lam vi<$c. •!• Cong ty phai phat tri~n cac chu'cJng trlnh nh~m thu hut va giu du'QC nhan vien tuy~n vao m<)t each c6 hi<$u qua. Cong Cl} va mau chung ttl. •!• Yeu c~u tuy~n d1,1ng. •!• Cac ngu6n cung ling nhan slf. •!• Mftu quang cao tuy~n d1,1ng. •!• Mftu don xin vi<$c . •!• Danh sach nhung nguoi phong va'n. •!• Thu tra 10i 1, 2. •!• Bai Test va Bang phong va'n nhan vien. •!• Ban htu du li<$u vS nhan slf. •!• Thu ho~ch nga y di thlfc te'. •!• Mftu don thay d6i tlnh tr~ng nhan vien. Tieu chi do Iuong thanh cong: •!• % s6 ngu'oi qua dqt phong va'n l~n d~u/ s6 ling cu vien d~t di~m bai Test 100% yeu c~u tuy~n d1,1ng du'qc dap ling. 3.2.1.2. Hudn luyfn Nguyen Hie: •!• Hua'n luy<$n phai giup cong ty c6 kha nang d~t du'QC ffil,lC tieu. •!• Hua'n luy<$n la trach nhi<$m cua m9i thanh vien trong h<$ th6ng: tu cong ty cho de'n nha phan ph6i. · •!• Hua'n luy<$n cho nhan vien la trach nhi<$m cua ngu'oi ph1,1 trach tn,tc tie'p. 45 •!• Hua'n luy~n phai cung ca'p nhii'ng kie'n thuc va cac ky nang co anh hu'dng •!• Hua'n luy~n theo nguyen Hie 80/20: 80% thC1i gian hua'n luy~n tren thlfc de'n ke't qua kinh doanh. •!• Co m9t qui trinh hua'n luy~n lien tl;lc nang cao nh~m phat tri~n ky nang te', 20% la ly thuye't. •!• Hua'n luy~n Ia mQt cong Cl;l chinh d~ cai thi~n ke't qua kinh doanh thong cua nhan vien. qua vi~c phat tri~n va t~o di€u ki~n cho ca nhan phat huy t6i da nhii'ng Cong Cl}/ chung tu: •!• Ke' ho~ch hua'n luy~n nhan vien. •!• Bien ban hua'n luy~n nhan vien. •!• Bang "cac phffm cha't cffn co cua nhan vien ". Tieu chi danh gia: •!• so' nhan vien d~t tieu chuffn so voi ky nang yeu cffu. •!• So' bien ban duqc htu sau m6i lffn hua'n luy~n. 3.2.1.3. Danh gia ktt qua Nguyen Hie: •!• Banh gia ke't qua giup xac dinh nhii'ng cd hQi cffn ccli thi~n. •!• Banh gia ke't qua lam r6 nhii'ng mong mu6n va nhii'ng thoa thu~n giii'a kha nang ti€m tang cua hQ. •!• Banh gia ke't qua t~p trung vao cac vi~c da lam va nhii'ng tieu chi danh cong ty voi tung ca nhan voi ke't qua kinh doanh chung cua cong ty. gia ke't qua kinh doanh va phat tri~n t6 chuc. NhC1 do t6i da hoa du'qc 46 nhii'ng dong gop cua tung ca nhan. •!• fHnh gia ke't qua la m(>t qui tdnh hai chi~u, du' kie'n dong gop cua cac Hinh d~o d(p tren, nhfi'ng nguoi d6ng chuc va du'oi chuc v~ nhfi'ng di~m m~nh, nhfi'ng di~m c~n cai thi<$n, ... co anh •!• .E>anh gia ke't qua phili so sanh voi ke' ho~ch kinh doanh, dinh hu'ong da hu'dng toi ke't qua kinh doanh va vi<$c phat tri~n t6 chuc. •!• fHnh gia ke't qua dlfa vao ke' ho~ch lam vi<$c va xem no nhu' la m9t tieu du' chi d~ danh gia. •!• Thu yeu c~u dong gop y kie'n. •!• Ke' ho~ch Cong vi<$c va phat tri~n nhan vien. •!• Bang xe'p h~ng nhan vien. •!• Nhfi'ng phffm cha't yeu c~u. •!• Bang chu'dng tdnh khen thu'dng. Cong cfJ./ chti'ng tu: •!• 100% ke' ho~ch va ra soat t6 chuc dung h~n. •!• 100% nhan vi en du' Tieu chi danh gia: 3.2.1.4. Cong nhQ,n ket qua va khen thllllng •!• Vi<$c tu'dng thu'C1ng va ghi nh~n ke't qua giup phat tri~n va duy td du' Nguyen tile cac ke't qua mong mu6n. •!• 100% nhan vien du' •!• Danh sach cac nhan vien xua't sAc du' •!• B~t yeu c~u trong phie'u "Tru'ng c~u y kie'n nhan vien" 47 Tieu chi danh gia Cong cQ/ chung ttl. •!• Danh sach cac nhan vien xua't s~c. •!• M~u don thay d6i tlnh tn;mg nhan vien. 3.2.2. Qui trinh phat tri~n h~ thO'ng phan pho'i D5 ghli quye't nhung va'n d~ chinh ye'u trong xay dl,l'ng h~ th6ng phan ph6i la xac dinh khu vl,l'c ban hang, s6 lu' va cac kenh trung gian ... thl cac cong ty cffn c6 qui trlnh tie'p c~n m~u ml,l'c va nen tranh each tie'p c~n chi dl,l'a tren kinh nghi~m hay cam tinh. Lu~n an d~ nghi m()t qui trlnh IOn g6m 16 qui trlnh con du' Qui trinh 16 bztflc chfnh: Bu'oc 1. Quye't dinh vi tri va khu vl,l'c nha phan ph6i Bu'oc 2. Phan tich doanh s6 cua cac don vi san ph~m Buoc 3. Thu th~p du li~u Buoc 4. u'oc lu' Bu'oc 5. Xac l~p nhung chi phi c6 dinh trong h<;>at d()ng Bu'oc 6. Tinh t6an cac bie'n phi va doanh s6 cho cac each bao trum khac nhau Bu'oc 7. Xac dinh chi phi bao trum cho cac cii'a hi~u tr<;>ng tam va xac l~p ke' h<;>ach bao trum chung Buoc 8. Xac dinh chi phi bao trum cho cii'a hang tr<;>ng tam l<;>ai 2 va cii'a hi~u leva xac l~p ke' h<;>ach bao trum chung Bu'oc 9. Xac l~p t6ng v6n h<;>at d()ng va v6n dffu tu' c6 dinh 48 Buoc 10. Quye't dinh se bao trum (J nhii'ng thanh thi nao, cua hang nao Buoc 11. SQan thao cac ban dlf t6an tai chinh Buoc 12. Thie't ke' cac tie'n trlnh tie'p c~n thi trltong va tai chinh nh~m cho Buoc 13. Banh gia cac gia dinh v€ ke' hQach bao trum Buoc 14. Ra s6at l~i va danh gia l~i ke' hQach bao trum Buoc 15. Thie't l~p ke' hQach ban hang cho tung nhan vien Buoc 16. Ra s6at ke' hQach bao trum hang nam 49 nha phan pho'i Thitt kt h~ tho'ng phan pho'i Ke'ho~ch
bao trum D§ura
Ke' ho~ch bao trum
Cd d( u t6 chuc nha
phan pho'i va cd sd h~
t~ng NPP
Ke' ho~ch tai chinh cua
nha phan pho'i Dtiu vao
Mt;tc tieu phan ph6i va tieu
chuftn cua hi~u.
Chie'n lu'<;fc bao trum
Di~u ki~n thanh toan
Khu V\l'C Va Vj trf nba phan
ph6i
Dii' li~u v~ cua hi~u
Dii' li~u v~ chi phi bao trum Dinh nghia
La m<)t qui trlnh tieu chu~n va cong ct;t nh~m to'i da h6a ke' ho~ch bao trum
d6ng thoi t~n dt;tng to'i da chi phi bao trum Cac qui trinh hfi trd chfnh
Tho'ng nha't mt;tc tieu phan pho'i toan quo'c
Tho'ng nha't chie'n lu'qc bao trum toan quo'c
Banh gia l~i di~u ki~n thanh toan ( cong ty va CQt mo'c trong nganh)
Tho'ng nha't khu vt;t'c va vi tri nha phan pho'i
Dii' li~u ctl'a hi~u va chi phi bao trum
Chu~n bi ke' ho~ch bao trum
Ke' ho~ch bao trum hang thang va hang ngay cho nhan vien ban hang
C~p nh~t ke' ho~ch bao trum Cac chi tieu do Iuong chfnh
50 3.3 DANH GIA HIIJ;U QUA THl}C HIIJ;N GIAI PHAP M()t sef khai ni~m: •!• Mile d() pht;tc vv khach hang (CSL: customer service level): la chi sef danh gia mile d() hi~n di~n hang h6a trong sueft h~ thefng phan phefi. •!• Phan bef chung lQai (ACD: average call distribution): la chi sef do htong sef binh quan don vi san phffm tren m6i cii'a hi~u rna cong ty co thS phan phefi du'QC trong t6ng sef don vi san phffm CUa cong ty. •!• Seflu •!• Gia binh quan m()t don vi san phffm phan phefi (P: price): chi sef nay la binh quan trQng sef v€ gia cua cac don vi san phffm. Cong thilc tinh doanh sef cua h~ thefng phan phefi: Doanh sef = sef cii'a hi~u x mile d() pht;tc vv x phan bef chung lQai x gia = 0 X CSL X ACD X p Gia dinh: •!• Hi~n tc;ti cong ty chi bao trum 50% sef lu' seflu'..
QUI TRINH PHAT TRIEN THf TRUONG PHAN PHOI
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T6ng c()ng
64,969
9,302,637
2.3.3 Xu hu'ong tie'p c{ln trong vi~c phat tri~n h~ tho'ng phan pho'i