Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

UBND TP.H CH MINH TRNG I HC SAI GN

CHUYN TT NGHIP

MT S GII PHP XM NHP TH TRNG NNG CAO DOANH THU TIU TH SN PHM TI CNG TY TNHH SXTM-DV THNH PH THI TRANG

SVTH : Nguyn Minh Lun GVHD : TS.Nguyn Th Thu Thy LP : KHA :

Tp. H Ch Minh 2012

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

NHN XT CA N V THC TP CNG HA X HI CH NGHA VIT NAM c lp T do Hnh phc ---------

NHN XT THC TP
H v tn sinh vin : . MSSV : .. Kho : .. 1. Thi gian thc tp 2. B phn thc tp 3. Tinh thn trch nhim vi cng vic v thc chp hnh k lut ... 4. Kt qu thc tp theo ti 5. Nhn xt chung ... n v thc tp

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

NHN XT CA GING VIN HNG DN CNG HA X HI CH NGHA VIT NAM c lp T do Hnh phc ---------

NHN XT THC TP
H v tn sinh vin : . MSSV : .. Kho : ..

.................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. .................................................................................................................................................. ..................................................................................................................................................
3

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

LI CM N

Sau thi gian hc tp ti trng i Hc Si Gn, em xin chn thnh cm n cc thy c tn tnh dy d v truyn t cho em nhng kin thc qu bo lm hnh trang trn con ng pha trc. Em xin gi li cm n n C TS.Nguyn Th Thu Thy tn tnh hng dn, truyn t nhng kin thc, kinh nghim gip em hon thnh chuyn tt nghip. Em cng xin chn thnh cm n Ban Gim c, cc c, ch, anh, ch cng ton th nhn vin lm vic ti Cng Ty TNHH SX-TM-DV Thnh Ph Thi Trang (Fashioncity) to iu kin thun li v tn tnh hng dn cho em trong sut thi gian thc tp. Sau thi gian thc tp ti cng ty, em thy cng ty l mt t chc c uy tn ln trong cc tnh thnh. ng thi gip em hiu su sc hon v cc hot ng ca cng ty. Do thi gian tm hiu thc t khng nhiu v trnh chuyn mn cn hn ch nn khng trnh khi sai st em mong c s thng cm ca thy c gio v cc anh ch trong cng ty. by t lng bit n, em xin chc qu thy c trng i Hc Si Gn lun di do sc khe v lun c nhng kin thc qu bu hng dn sinh vin bc vo i. Em cng xin chc ton th nhn vin trong Cng Ty TNHH SX-TM-DV Thnh Ph Thi Trang lun thnh cng trong cng vic, chc cng ty pht trin v thnh cng hn na trn con ng hot ng kinh doanh. Xin chn thnh cm n! Tp. H Ch Minh, ngy 15 thng 10 nm 2012 Sinh vin thc hin Nguyn Minh Lun
4

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

MC LC
LI CM N.........................................................................................................................4 LI M U.........................................................................................................................6 t vn :..............................................................................................................................6 Mc tiu nghin cu:.............................................................................................................6 i tng v phm vi nghin cu ca ti :....................................................................7 Phng php nghin cu : ...................................................................................................7 Kt cu ti : gm 3 chng..............................................................................................7 KT LUN...........................................................................................................................60

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

LI M U t vn : Trong nn kinh t th trng th nhu cu v kh nng chi tiu ca khch hng quyt nh n ton b qu trnh kinh doanh ca doanh nghip. Mi doanh nghip mun tn ti, pht trin th phi sn xut v tiu th nhng sn phm tha mn nhu cu ca khch hng trong kh nng chi tiu ca h. V vy, ngoi khu thit k v sn xut sn phm, mi doanh nghip u ch trng n khu tiu th sn phm. Nn kinh t ca nc ta ang pht trin v nh hnh theo nn kinh t th trng. V vy, n chu tc ng rt ln t cuc khng hong kinh t th gii ko di t cui nm 2007 n nay. Vo giai on khng hong nh hin nay, vic tn ti ca doanh nghip quan trng hn rt nhiu so vi nhng chin lc, k hoch di hn. C th, vic tng doanh thu thng qua tiu th sn phm v ct gim, ti u ha mi chi ph l u tin hng u ca doanh nghip. Kinh doanh trong nn kinh t Vit Nam, cng ty Thnh Ph Thi Trang cng ang phi i mt vi vn vt qua khng hong tn ti. Cng ty ang n lc ct gim v ti u ha chi ph sn xut v qun l. Tuy nhin, phng php gim chi ph cng c gii hn ca n. V vy, em ngh vi ban lnh o nn kt hp vic tng doanh thu vi gim chi ph gip cng ty vt qua giai on kh khn ny. Qua 13 nm lm vic cng ty, em hiu r t khu sn xut, t chc vn hnh, qun l cho n khu tiu th. Em nhn nh rng cng ty cn tng doanh thu bng cch xm nhp su hn vo th trng hin ti chim thm th phn, ng thi m rng hot ng kinh doanh trn th trng mi. Vi nhng vn khch quan m cng ty ang i mt cng vi quan im v quyt tm ca mnh, em quyt nh thc hin chuyn tt nghip ca mnh vi ti: Mt s gii php xm nhp th trng nng cao doanh thu tiu th sn phm ti cng ty TNHH SX-TM-DV Thnh Ph Thi Trang. Mc tiu nghin cu: ra bin php ci thin h thng thng tin phn hi t khch hiu su sc hn v th trng hin ti nhm nng cao hiu qu kinh doanh v xm nhp th trng.
6

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

ra chin lc xm nhp th trng hiu qu trong 3 nm ti, km theo c k kim sot thc thi chin lc cng ty Thnh Ph Thi Trang. i tng v phm vi nghin cu ca ti : i tng nghin cu - Nhng thng tin s cp + Nhng thng tin phn hi t khch hng m cng ty hin c + Nhng thng tin phn hi t ni b cng ty v h thng phn phi - Thng tin th cp + Nhng nghin cu th trng chung ca ngnh + Bo co kt qu marketing ca cng ty trong nhng nm gn nht tm c + T cc bo co ti chnh ca doanh nghip: bo co kt qu hot ng kinh doanh, bng cn i k ton & mt s ti liu khc. Phm vi nghin cu: chin lc xm nhp th trng nhm nng cao doanh thu t hot ng tiu th sn phm Phng php nghin cu : Phn tch, tng hp ti liu Nghin cu kt qu iu tra th trng thc t Kt cu ti : gm 3 chng Chng 1: L lun chung v chin lc xm nhp th trng nhm nng cao doanh thu tiu th sn phm. Chng 2: Phn tch, nh gi thc trng hot ng kinh doanh v xm nhp th trng ca cng ty Thnh Ph Thi Trang. Chng 3: Mt s gii php kin ngh nhm nng cao hiu qu xm nhp tr trng v nng cao doanh thu tiu th sn phm ca cng ty Thnh Ph Thi Trang.

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

CHNG 1: L LUN CHUNG V CHIN LC XM NHP TH TRNG NHM NNG CAO DOANH THU TIU TH SN PHM 1.1 Th trng Lc u, thut ng th trng c hiu l ni m ngi mua v ngi bn gp nhau trao i hng ha, chng hn nh mt ci ch ca lng. Cc nh kinh t s dng thut ng th trng ch mt tp hp nhng ngi mua v ngi bn giao dch vi nhau v mt sn phm hay mt lp sn phm c th nh th trng nh t, th trng ng cc, Tuy nhin, nhng ngi lm marketing li coi ngi bn hp thnh ngnh sn xut, cn ngi mua th hp thnh th trng. Mi quan h gia ngnh sn xut v th trng c th hin theo s sau: 1.1.1 Khi nim th trng

Ngi bn v ngi mua c ni vi nhau bng bn dng, ngi bn gi hng ha , dch v v thng tin sn xut cho th trng ng thi nhn li tin v thng tin th trng. Vng trong th hin vic trao i tin ly hng ha, cn vng ngoi th th hin vic trao i thng tin. Nhng ngi kinh doanh s dng thut ng th trng ch cc nhm khch hng khc nhau. H ni v th trng nhu cu (chng hn nh th trng thc phm thng ngy), th trng sn phm (nh th trng giy dp), th trng nhn khu (nh th trng thanh nin) v th trng a l (nh th trng Php). Hay h cn m rng khi nim ch c nhng nhm khng phi khch hng, nh th trng c tri, th trng sc lao ng v th trng nh ho tm. Nh vy, th trng bao gm tt c nhng khch hng tim n cng c mt nhu cu hay mong mun c th, sn sng v c kh nng tham gia trao i tha mn nhu cu hay mong mun .

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

C th hn, th trng l tp hp tt c nhng ngi mua thc t v tim n camt sn phm no .

1.1.2 Phn khc th trng

1.1.2.1

Khi nim phn khc th trng Mt cng ty quyt nh hot ng trn mt th trng rng ln tha nhn

rng, bnh thng khng th phc v ht c tt c khch hng trn th trng . Khch hng qu ng, phn tn v c nhng yu cu mua sm khc nhau. Mt s i th cnh tranh s c li th hn n vic phc v nhng nhm khch hng c th ca th trng . Thay v cnh tranh khp mi ni, cng ty cn pht hin nhng nhm khch hng hp dn nht m cng ty c th phc v c mt cch c hiu qu. V vy m khi nim phn khc th trng ra i. Phn khc th trng l chia th trng khng ng nht thnh cc khc th trng ng nht lm ni r ln s khc bit v nhu cu, tnh cch hay hnh vi. 1.1.2.2 Tm quan trng ca vic phn khc th trng Tin hnh phn khc th trng s gip doanh nghip hiu ng c chn la v yu t a chung ca khch hng trn th trng. Phn khc th trng cn gip cho doanh nghip nhn thy c hi trn th trng thng qua cng vic phn tch nhu cu ca tng nhm khch hng. T c th a ra nhng sn phm cng loi nhng c cng dng khc nhau, bao b khc nhau, gi thnh khc nhau v.v.. phc v cho nhng nhu cu khc nhau ca nhng tng nhm khch hng. Quan trng hn c, phn khc th trng l c s tin xy dng chin lc th trng ca doanh nghip. Khi doanh nghip lm tt cng vic phn khc th trng th doanh nghip s xc nh cho mnh mt phn khc th trng thch hp. Nh vy, chin lc ca doanh nghip s ph hp vi nhu cu ca th trng v mang li thnh cng bn vng. Ngc li, khi doanh nghip chn sai th trng th chin lc kh c th thc hin thnh cng. Mt khc, phn khc th trng cn l c s doanh nghip nhn nh, nh gi th trng, theo di din bin th trng v phn on nhng thay i trn th trng trong tng lai nhm n u xu hng ca th trng. 1.1.2.3 C s phn khc th trng
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Cc th trng u gm nhng ngi mua khc nhau v mt hay nhiu mt. V vy, d nghin cu, nhng nh nghin cu marketing a ra cc tiu ch: a l, dn s, tm l v hnh vi. Phn khc theo khu vc a l: phng php ny i hi chia th trng thnh cc khu vc a l khc nhau nh cc quc gia, cc vng, cc tnh, thnh ph, qun, huyn. Cng ty s quyt nh kinh doanh mt hoc nhiu khu vc. Mi khu vc th trng c s khc bit v kh hu, kinh t, vn ha... do nhu cu ca h cng khc nhau. Cc cng ty kinh doanh phi nhn thy gia cc quc gia khc nhau, cc vng khc nhau s c s khc nhau v hnh thi v nhu cu. Phn khc theo dn s: c chia ra thnh nhiu loi, cc doanh nghip c th s dng nhiu tiu thc phn khc khch hng trong tnh hung phn khc theo dn s nhm lm cho cc nhm khch hng ng nht hn: - Phn khc theo tui: cc tui khc nhau c tm sinh l khc nhau. Do , nhu cu v qun o, thc phm, m nhc, xe gn my, du lch... cng khc nhau. - Phn khc theo gii tnh: Yu t gii tnh c s dng nhiu trong phn khc th trng. S khc bit v gii tnh lm cho nhu cu khch hng khc nhau trong cc mt hng nh qun o, ng h, mt knh, nc hoa, xe hi, xe gn my, sn phm chm sc sc p,... - Quy mo gia nh cng nh hng rt nhiu n vic mua sm nh mua nh, xe hi, t lnh, my git,... Phn khc theo tm l: trong cch phn khc ny, khch hng c chia thnh cc nhm da trn tng lp x hi, li sng v c tnh: - Cc tng lp x hi: trong mt x hi thng c nhiu tng lp v mi tng lp u c s khc bit v tm l tiu dng. - Li sng: s quan tm ca ngi tiu dng i vi cc loi hng chu nh hng ca li sng, th hin qua vic la chn mn hng. - C tnh: c tnh cng l mt tiu thc rt c ch trong phn khc th trng i vi cc sn phm nh xe hi, xe gn my, thi trang, ru, bia,... Phn khc theo hnh vi mua hng: - Dp mua: khch hng hay mua hng vo dp no trong thng, trong qu, trong nm p ng nhu cu mang tnh thi v.

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Li ch khi mua hng: khi mua, khch hng thng hay xem xt li ch m mn hng s mang li cho h nh li ch v kinh t, t, thm m th hin qua vic mua c sn phm vi gi r, sn phm phc v cho vic chm sc sc khe, trang im,... - Mc s dng: cn c vo mc mua s dng phn loi khch hng thnh: ngi khng mua, mua t, mua va, mua nhiu. - Mc trung thnh vi nhn hiu: c nhiu mc trung thnh vi nhn hiu nh: khng trung thnh, t trung thnh, mc trung thnh trung bnh, rt trung thnh, tuyt i trung thnh. 1.1.2.4 Quy trnh phn khc th trng Vic phn khc th trng thng c tin hnh qua cc bc sau: xc nh th trng kinh doanh, xc nh tiu thc phn khc th trng, tin hnh phn khc th trng bng cc tiu thc la chn. Bc 1 - Xc nh th trng kinh doanh: phi xc nh c th trng kinh doanh m cng ty ang hng ti. Th trng ny s bao gm nhiu nhm khch hng khng ng nht. V d: doanh nghip xc nh th trng cho sn phm sa, o qun may sn,... Bc 2 - Xc nh tiu thc phn khc th trng: tm ra cc tiu thc phn khc th trng vn khng ng nht thnh cc nhm khch hng ng nht. V d: i vi sn phm sa doanh nghip thngc chn tiu thc phn khc theo tui, i vi o qun may sn th c th chn tiu thc phn khc theo gii tnh, thu nhp,... Bc 3 - tin hnh phn khc th trng bng cc tiu thc la chn 1.1.2.5 c. Tnh tip cn c: cc khc th trng phi vn ti v phc v c bng h thng phn phi v cc hot ng truyn thng. Tnh hp dn: cc phn khc th trng phi c quy m ln v sinh li c. Tnh kh thi: cng ty phi c kh nng v nhn lc, ti chnh, k thut, marketing p ng c i hi ca khc th trng xc nh.
11

Yu cu ca phn khc th trng: Tnh o lng c: quy m v mi lc ca cc phn khc phi o lng

Nguyn Minh Lun - DQK2085 1.1.3 La chn th trng mc tiu

GVHD: TS.Nguyn Th Thu Thy

Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu hay mong mun m doanh nghip quyt nh p ng. la chn th trng mc tiu, doanh nghip cn thc hin 2 bc: Bc 1 - nh gi cc khc th trng: sau khi phn khc th trng, cc doanh nghip s chn ra cc khc th trng ph hp vi tim lc ca mnh v c kh nng mang li li nhun cao. Cc doanh nghip c th cn c vo cc tiu chun sau: - Quy m v mc tng trng ca khc th trng: doanh nghip cn thu thp v phn tch cc d liu nh doanh thu hin ti, cng nh d on t l tng trng th trng nhanh, tuy nhin, khng phi l phn khc th trng hp dn i vi tt c doanh nghip, nht l cc doanh nghip nh c ngun lc hn ch. Chng hn cc doanh nghip nh ny thng chn nhng khc th trng c qui m nh hn c th p ng tt nht nhu cu trn th trng . - Mc hp dn ca khc th trng: mt khc th trng c quy m v mc tng trng mong mun nhng c th li thiu tim nng sinh li. nh gi mt khc th trng hp dn v li nhun, cn xem xt 5 yu t: mi e da t i th cnh tranh hin c trn th trng, i th cnh tranh mi, nhng sn phm thay th, p lc t khch hng v nh cung cp. - Mc tiu v ngun lc ca cng ty: vic chn th trng kinh doanh c ph hp vi mc tiu c xc nh ca cng ty hay khng? Cng ty phi c kh nng tha mn c nhng i hi ca khch hng v s lng v cht lng hng ha dch v khch hng, gi c ph hp. iu i hi ngun lc ca cng ty phi vng mnh v nhng mt nh ngun vn, cng ngh, tay ngh, b quyt v kh nng phn phi. Bc 2 - La chn th trng mc tiu: vic la chn cc khc th trng c th hin bng ba cch sau: - Marketing khng phn bit: Doanh nghip c th quyt nh khng xt n nhng khc bit gia cc khu vc v theo ui c th trng bng mt mt hng. H nh hnh mt sn phm v mt chng trnh marketing hng ti i a s khch mua. H trng cy vo kiu phn phi hng lot, trn lan. To mt hnh nh ho hng trong ngh cng chng. u im ca phng php ny l tit kim chi ph.
12

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Hnh thc ny c xem nh l ph bn marketing t kiu tiu chun ha v sn xut hng lot.

- Marketing phn bit: Doanh nghip quyt nh hot ng trong nhiu khc th trng v tung ra mi khc nhng cng hin khc nhau. u im ca loi ny l thng a li doanh s cao hn marketing khng phn bit nhng cng lm tng nhiu loi chi ph.

- Marketing tp trung: nhiu cng ty nhn ra kh nng th ba c bit hp dn trong trng hp tim lc ca doanh nghip tng i hn hp. Thay v theo ui mt phn nh chim c trong mt th trng ln, th nn theo ui chim ly mt phn ln ca mt hay vi th trng nh.

13

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

1.1.4 nh v trong th trng 1.1.4.1 Khi nim nh v trong th trng Ngy nay, khch hng b tc ng bi v s hot ng truyn thng v hng ha v dch v. Trong khi , khch hng ch nh n mt sn phm, dch v v mt n tng no . Cc n tng ch tn ti khi n khc bit so vi cc i th cnh tranh, c tnh c o v ph hp vi tm l khch hng. l l do thuyt nh v ra i. nh v v trong th trng l vic a cc n tng tt, c sc, kh qun v sn phm cng ty vo trong tm tr khch hng. Theo nh nh ngha, vic nh v c hiu qu ph thuc vo kh nng ca doanh nghip lm khch bit nhng sn phm ca h vi sn phm ca cc i th cnh tranh bng cch p ng cc gi tr vt tri cho khch hng. 1.1.4.2 Cc mc nh v nh v c th c tin hnh nhiu mc khc nhau cho tt c nhng g c th a vo th trng t sn phm hu hnh n sn phm v hnh. Cc mc nh v c th l nh v a im, nh v ngnh sn xut, nh v cng ty, nh v nhn hiu sn phm,... nh v a im: c th l mt quc gia, mt vng lnh th, mt chu lc. y nhn mnh n yu t a l, lch s, vn ha, khoa hc, kinh t, dn s,... Vic nh v a im rt cn thit cho vic thu ht u t, du lch, giao lu vn ha, xut khu. nh v ngnh: mi cng ty thuc mt ngnh nht nh v mi ngnh u c s khc bit v k thut, nguyn vt liu, lao ng. Vic nh v ngnh gp phn nng cao hnh nh cng ty i vi ngi tiu dng. nh v cng ty: mt s cng ty trong cng mt ngnh tuy sn xut ra cc sn phm c tnh nng s dng kh ging nhau nhng li c nhiu mt khc nhau nh lch s hnh thnh v pht trin, quy m v k thut sn xut, trnh cng nhn, vn kinh doanh, th phn, mc a dng sn phm, cht lng sn phm,
14

Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

mc quan tm n khch hng,... V vy, mi cng ty cn gy dng n tng su sc vi khch hng bng cc c im ni bt v hn hn i th cnh tranh t khch hng s ch n cc sn phm ca cng ty. nh v sn phm: nh v sn phm l n nh hnh nh sn phm trong tm tr khch hng bng cc c im nh li ch, cht lng, gi c, cung cch phc v, thng tin, h thng bn hng gn lin vi sn phm ny. Cc hnh nh c dng nh v phi c sc, c o hn hn i th cnh tranh. - nh v da trn mt thuc tnh ca sn phm. - nh v da trn li ch ca sn phm em li cho khch hng. - nh v da trn cng dng ca sn phm. - nh v da trn tng lp ngi s dng. - nh v so snh vi i th cnh tranh. - nh v tch bit hn cc i th cnh tranh. - nh v so snh vi cc loi sn phm khc. 1.1.4.3 Cc bc ca qu trnh nh v: Bc 1 - Xc nh mc nh v: Mt t chc khi tin hnh nh v th trng c th xc nh mt hoc nhiu mc nh v. Cc mc nh v c th l a im, ngnh sn xut, cng ty, sn phm. Bc 2 - Xc nh r cc thuc tnh ct li cho cc khc th trng la chn: Sau khi xc nh mc nh v, ta cn xc nh cc thuc tnh c th, quan trng cho cc khc chn. Cn nghin cu nhu cu xc nh cc thuc tnh ni bt v cc li ch c th cho cc khc th trng mc tiu. Bc 3 - Xc nh v tr cc thuc tnh trn bn nh v: Cc thuc tnh quan trng cn c t trn bn nh v. Bn nh v c th c hai chiu hay nhiu chiu. Bc 4 nh gi vic la chn nh v cn xem xt n cc trng hp sau: - Cc c im nh v cn c o hoc hn hn i th cnh tranh.. - Xc nh v tr th trng cha b xm chim bi cc i th cnh tranh tn cng. - nh v li cnh tranh c hiu qu.

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Bc 5 Thc hin nh v: nh v cn c thng tin ti khch hng thng qua tt c cc phng tin truyn thng. Tt c cc thnh phn trong cng ty, nhn vin, chnh sch, hot ng truyn thng cn c xy dng thnh cc hnh nh c sc nhm th hin chin lc nh v.
1.2

Chin lc xm nhp th trng Nu xt trn gc lch s th thut ng chin lc c t rt lu bt

1.2.1 Khi nim chin lc ngun t nhng trn nh ln din ra cch y hng ngn nm.Khi nhng ngi ch huy qun s mun phn tch v nh gi nhng im mnh, im yu ca qun th, kt hp vi thi c nh thin thi a li nhn ho a ra nhng quyt nh chin lc quan trng nh mnh vo nhng ch yu nht ca qun ch nhm ginh thng li trn chin trng. Tuy nhin,ngy nay thut ng chin lc li c s dng rng ri trong kinh doanh.Phi chng nhng nh qun l thc s dnh gi c ng vai tr to ln ca n trong cng tc qun tr ca Doanh nghip nhm t c nhng mc tiu to ln ra. Vy, chin lc kinh doanh l g? V ti sao cc nh qun tr cn quan tm n chin lc kinh doanh nh mt nhim v hng u trc khi tin hnh trin khai cc hot ng kinh doanh ca mnh. tr li c cu hi ny trc ht cn phi hiu c chin lc kinh doanh l g? Chin lc kinh doanh l tp hp nhng quyt nh v hnh ng kinh doanh hng mc tiu cc ngun lc ca doanh nghip p ng c nhng c hi v thch thc t bn ngoi. - Nh vy, theo inh ngha ny th im u tin ca chin lc kinh doanh c lin quan ti cc mc tiu ca Doanh nghip. chnh l iu m cc nh qun tr thc s quan tm. C iu nhng chin lc kinh doanh khc nhau s xc nh nhng mc tiu khc nhau tu thuc vo c im, thi k kinh doanh ca tng Doanh nghip. Tuy nhin, vic xc nh, xy dng v quyt nh chin lc kinh doanh hng mc tiu l cha m n i hi mi chin lc cn a ra nhng hnh ng hng mc tiu c th, hay cn gi l cch thc lm th no t c mc tiu .
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- im th hai l chin lc kinh doanh khng ph l nhng hnh ng ring l, n gin.iu s khng dn ti mt kt qu to ln no cho Doanh nghip. Chin lc kinh doanh phi l tp hp cc hnh ng v quyt nh hnh ng lin quan cht ch vi nhau,n cho php lin kt v phi hp cc ngun lc tp trung gii quyt mt vn c th ca Doanh nghip nhm t c mc tiu ra.Nh vy,hiu qu hnh ng s cao hn, kt qu hot ng s to ln gp bi nu nh ch hot ng n l thng thng. iu m c th gn kt cc ngun lc cng phi hp hnh ng khng u khc chnh l mc tiu ca Doanh nghip. - im th ba l chin lc kinh doanh cn phi nh gi ng dc im mnh, im yu ca mnh kt hp vi nhng thi c v thch thc t mi trng. iu s gip cho cc nh qun tr ca Doanh nghip tm dc nhng u th cnh tranh v khai thc dc nhng c hi nhm a Doanh nghip chim dc v th chc chn trn th trng trc nhng i th cnh tranh. - im cui cng l chin lc kinh doanh phi tnh n li ch lu di v c xy dng theo tng giai on m ti chin lc i hi s n lc ca cc ngun lc l khc nhau tu thuc vo yu cu ca mc tiu ra tng thi k. Do vy cc nh qun tr phi xy dng tht chnh xc c chi tit tng nhim v ca chin lc tng giai on c th.c bit cn quan tm ti cc bin s thay i ca mi trng kinh doanh.Bi n l nhn t nh hng rt ln ti mc tiu ca chin lc tng giai on.
1.2.2 Khi nim chin lc xm nhp th trng

Chin lc xm nhp th trng l chin lc gia tng th phn ca cc sn phm hin ti trn th trng hin ti. y l hnh thc m rng v pht trin th trng theo chiu su trn c s khai thc tt hn nhng hng ha hin ti trn th trng hin tai, tng c doanh s bn t khch hng hin ti. Vi th trng ny khch hng quen vi hng ha ca ngnh hng v vy c th s dng chin lc gim gi thch hp, tin hnh qung co, xc tin, khuyn mi, nng cao cht lng dch v khch hng khng mt i mt khch hng no v tp trung nhng khch hng. ng thi thuyt phc khch hng s dng nhiu hng ha tng t sang s dng duy nht hng ha ca ngnh hng.

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Vic xm nhp su hn vo th trng hng ha hin ti l mt c gng ln ca ngnh hng. Mc d ngnh hng c thun li vi sn phm ca ngnh. Do vy gy c ch tp trung ca ngi tiu dng ngnh hng phi chi ph thm mt khon ti chnh nht nh. Tu thuc vo quy m th trng hin ti m ngnh hng la chn chin lc xm nhp su hn vo th trng. Tuy nhin, iu quan trng l nhng chi ph b ra thc hin c c bi p bi li nhun thu c khi khai thc cc khch hng mi. Chin lc xm nhp th trng c s dng rng ri nh mt chin lc n c hoc kt hp vi cc chin lc khc. Cc cng ty kinh doanh thng s dng nhng bin php nh: gia tng s ngi bn, gia tng chi ph qung co, tng cc sn phm khuyn mi rng ri, xc tin bn hay gia tng n lc quan h cng chng thc hin chin lc xm nhp ca mnh.
1.2.3 Cc trng hp s dng chin lc xm nhp th trng.

Th trng sn phm dch v hin ti ca doanh nghip cha bo ha. Lng hng ha cung ng trn th trng cha p ng nhu cu ca khch hng, do vy doanh nghip c th gia tng sn xut hng ha dch v p ng nhu cu cn thiu ca th trng. T l tiu th ca khch hng c kh nng gia tng. Nu doanh nghip nhn thy nhu cu ca khch hng v sn phm m doanh nghip sn xut c xu hng tng ln th cn chin lc xm nhp th trng s gip doanh nghip gia tng doanh s bn v chim lnh th phn thng qua cc n lc Marketing mix. Khi th phn ca i th cnh tranh gim do doanh s ton ngnh ang gia tng. Khi tc tng trng ngnh ang gia tng quy m th trng rng ln hn, v to c hi cho cc doanh nghip kinh doanh trong ngnh gia tng th phn. Vic i th cnh tranh ca doanh nghip khng gia tng c doanh s c ngha l th phn ca h ang gim, vic p dng chin lc xm nhp th trng gip doanh nghip gia tng th phn ca mnh. C mi tng quan gia doanh thu v chi ph Marketing, l khi m doanh nghip nhn thy tng chi ph Marketing doanh nghip s bn c nhiu hng ha dch v hn nh tng doanh thu cho doanh nghip.

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Vic tng kinh t theo quy m em li cc li th cnh tranh ch yu, vic m rng quy m em li li th cho doanh nghip chim lnh th trng bng vic sp nhp hay mua li i th cnh tranh nh m rng th phn.
1.2.4 Mc tiu chin lc xm nhp th trng.

Mc tiu chin lc l nhng trng thi, nhng ct mc, nhng tiu thc c th m doanh nghip mun t c trong khong thi gian nht nh. Bao gm: - Mc tiu di hn (3-5 nm): l cc kt qu doanh nghip phi t c trong di hn v mc tiu di hn cn thit cho qu trnh hoch nh chin lc. - Mc tiu thng nin (nh hn 1 nm) l nhng mc trung gian m doanh nghip phi t c hng nm t c cc mc tiu di hn. Cc mc tiu thng nin cn thit cho giai on thc thi chin lc. Mc tiu chin lc xm nhp th trng l tng th phn ca sn phm hin ti trn th trng hin ti. Gi vng lng khch hng c v lm tng thm s lng khch hng mi, tng sc mua ca sn phm.
1.2.5 Cc phng php xm nhp th trng

Tng th phn bng cch: - Tng sc mua ca sn phm. - Li ko khch hng ca i th cnh tranh ch trng n cng c Marketing-Mix - Lin doanh, sp nhp vi doanh nghip khc. - Mua li i th cnh tranh. Tng quy m tng th ca th trng: lm cho nhng ngi trc y cha s dng sn phm ca mnh s dng sn phm ca mnh.
1.2.6 Cc bin php v ngun lc thc hin chin lc xm nhp th trng

Cc bin php thc hin chin lc xm nhp th trng - Tng s lng nhn vin bn hng v cc n lc bn hng. - Gia tng chi ph qung co - Xc tin bn, cho hng rng ri. - Tng cng hot ng quan h cng chng. Quy hoch ngun lc thc hin cc chin lc xm nhp th trng ra, bao gm cc ngun lc nh ti chnh, ngun nhn lc, c s vt cht k thut, trnh khoa hc cng ngh Tr li cho cc cu hi:
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- Doanh nghip ginh bao nhiu tin cho vic xy dng chin lc xm nhp th trng? S tin doanh nghip c th p ng c hay khng? - Ngun nhn lc ca doanh nghip c p ng yu cu v s lng v cht lng ngun nhn lc ca cc phng n chin lc hay khng? - C s vt cht m bo cho vic thc hin thnh cng chin lc xm nhp th trng nh my mc, thit b, nh xng, mt bng c p ng yu cu hay khng? - Khoa hc k thut: trnh khoa hc k thut cng ngh m doanh nghip ang p dng c kh nng p ng yu cu hay khng?

1.3

Tiu th sn phm c trng ln nht ca tiu th hng ha l sn phm c sn xut ra nhm

1.3.1 Khi nim tiu th sn phm

thc hin nhng mc tiu nh trong chng trnh hot ng ca ngi sn xut, ca mi doanh nghip. Do , tiu th sn phm l mt trong nhng khu quan trng ca ti sn xut x hi. Qu trnh tiu th sn phm ch kt thc khi qu trnh thanh ton gia ngi mua v ngi bn din ra v quyn s hu hng ha thay i, sn phm tiu th l khu lu thng hng ha, l cu ni trung gian gia mt bn l sn xut phn phi v mt bn l tiu dng. Trong qu trnh tun hon cc ngun vt cht vic mua v bn cc sn phm c thc hin. Gia hai khu ny c s quyt nh bn cht ca hot ng lu thng thng mi u vo v hot ng u ra ca doanh nghip. thc hin cc nghip v v cc qu trnh lin quan n thu mua v xut bn hng ha i hi phi t chc hp l khng nhng ch huy lao ng trc tip cc kho hng m cn t chc tt cng tc nghin cu th trng, nhu cu mt hng v cc sn phm ca doanh nghip. Nh vy, theo cch ni ca nh kinh doanh th tiu th sn phm l qu trnh chuyn ha hnh thi gi tr ca hng ha nhm p ng nhu cu ngi tiu dng v thu li nhun. y, tiu th sn phm c hiu khng ch l bn hng m cn c chiu rng hn, bao trm hn bn hng n l mt qu trnh.

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Theo cch ni ca cc nh kinh t hc th tiu th sn phm l khu lu thng hng ha l cu ni trung gian gia mt bn l sn xut v phn phi vi mt bn l tiu dng. Cn theo cch ni thng thng , tiu th sn phm l giai on cui cng ca qu trnh sn xut kinh doanh, l yu t quyt nh s tn ti v pht trin ca doanh nghip. Vy hot ng tiu th thc cht l mt qu trnh bao gm hng lot cc nghip v vi mc ch bn c sn phm v thu c hiu qu cao nht v qu trnh tiu th sn phm ny ch kt thc khi cng vic thanh ton gia ngi mua v ngi bn c tha thun. T , ta c th a ra mt khi nim v tiu th sn phm. Tiu th sn phm l vic chuyn dch quyn s hu sn phm hng ha, dch v thc hin cho khch hng hoc c khch hng chp nhn thanh ton tin.
1.3.2 Tm quan trng ca tiu th sn phm

Hot ng tiu th sn phm chi phi cc khu nghip v khc. Hot ng kinh doanh ca doanh nghip i hi phi c din ra lin tc v nhp nhng, hiu qu hot ng sn xut kinh doanh c nh gi bi nhiu nhn t, trong c tc quay vng vn m tc quay vng ca vn li ph thuc rt ln vo tc tiu th ca sn phm do nu nh tiu th sn phm tt th lm cho s ngy trong mt vng quay ca vn gim i. Hot ng tiu th sn phm ng vai tr thc hin gi tr sn phm khi sn xut, doanh nghip phi b vn u t vo nguyn vt liu, my mc trang thit b, nhin liu... sn xut ra sn phm. Nh vy l vn tin t ca doanh nghip c tn ti di dng hng ha. Khi sn phm c tiu th, doanh nghip c thu hi vn u t ti sn xut cho chu k sau v c th m rng sn xut nh phn li nhun thu c t hot ng tiu th sn phm. Thng qua vai tr lu thng lun chuyn hng ha ca hot ng tiu th sn phm ta thy c nhng yu im khc phc, nng cao, hon thin qu trnh sn xut, to hiu qu cao trong sn xut. Nu ci thin tt cng tc tiu th sn phm, ngha l gim chi ph khu tiu th ng ngha vi gp phn gim chi ph ca ton b sn phm, nh s tng c li nhun cho doanh nghip. Vic t chc
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hp l ha khoa hc qu trnh tiu th sn phm s gim ti mc tt nht cc loi chi ph, gp phn lm gim gi thnh ti tay ngi tiu dng, nng cao kh nng cnh tranh ca doanh nghip trn thng trng. Tiu th sn phm gp phn cng c v tr, th lc doanh nghip, nng cao uy tn ca doanh nghip vi khch hng thng qua sn phm c cht lng tt, gi c phi chng, phng thc giao dch mua bn thun tin, dch v bn hng tt... Thc hin tt cc khu ca qu trnh tiu th gip cho cc doanh nghip c th tiu th c khi lng sn phm ln v li cun thm khch hng, khng ngng m rng th trng. Cng tc tiu th sn khng n thun l vic em sn phm bn ra th trng m l trc khi sn phm c ngi tiu dng chp nhn th cn phi c s n lc: t vic iu tra nhu cu th hiu ngi tiu dng, trang thit b my mc hin i, dy chuyn cng ngh tin tin p ng c nng xut v cht lng sn phm, o to ngi cng nhn c tay ngh cao ri n vic qung co cho hng, gii thiu sn phm, vn chuyn, t chc knh phn phi, t chc i ng nhn vin phc v khch hng tn tnh, c trnh hiu bit cn thit p ng nhu cu ca khch hng. Tiu th sn phm l cu ni gia ngi sn xut v ngi tiu dng, l thc o nh gi tin cy ca ngi tiu dng i vi ngi sn xut. Qua hot ng tiu th sn phm, ngi tiu dng v ngi sn xut gn gi nhau hn, tm ra c cch i p ng nhu cu tt hn v ngi sn xut c li nhun cao hn. Tm li: Tiu th sn phm c mt vai tr v cng quan trng. Nu thc hin tt cng tc tiu th sn phm th s to uy tn cho doanh nghip, to c s vng chc cng c, m rng v pht trin th trng c trong nc v ngoi nc. N to ra s cn i gia cung v cu trn th trng trong nc, hn ch hng nhp khu, nng cao uy tn hng ni a.
1.3.3 Nhng yu t nh hng n vic tiu th sn phm

1.3.3.1

Mi quan h gia marketing v tiu th sn phm Trc tin chng ta cn phn bit r hot ng Marketing v hot ng tiu

th sn phm. Rt nhiu ngi nhm ln Marketing vi tiu th v kch thch tiu th. Khng c g ng ngc nhin v iu ny bi ngy nay mi ngi thng xuyn b quy ry bi nhng mc qung co trn i, bo, tivi; nhng t qung co
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gi trc tip qua ng bu in,gi tn tay, qua fax, qua email; nhng chuyn ving thm ca nhng ngi cho hng, nhng nhn vin tip th, gii thiu sn phm, pht qu khuyn mi; nhng pano, aphich gii thiu sn phm tt c nhng dng qung co tip th ny chng ta c th gp bt c ni no v bt c u d bn ang cng s, nh hay ang i trn ng. Lc no cng c mt ngi no ang c gng bn mt th g cn nh l chng ta chng th no trnh khi bnh tt, ci cht v s mua sm. Do c rt nhiu ngi lm tng Marketing l bn hng, l tiu th hng ho, v h s thy ngc nhin khi bit rng tiu th khng phi l khu quan trng nht ca hot ng Marketing. Tiu th ch l phn ni ca ni bng Marketing v hn th na n khng phi l chc nng ct yu ca hot ng Marketing. T ta thy rng, tiu th sn phm l mt b phn ca Marketing mix, tc l mt b phn ca tp hp cc phng thc Marketing cn thit phi kt hp chng li tc ng mnh nht n th trng. Khi doanh nghip hiu r v mi quan h v hot ng ca Marketing v cng tc tiu th sn phm th h s thnh cng trong vic tiu th hng ho v hng ho c th tiu th mt cch d dng hn thng qua vic tm hiu k lng nhu cu khch hng, to ra nhng sn phm ph hp vi nhu cu , quy nh mt mc gi thch hp v kch thch tiu th c hiu qu.
1.3.3.2

Vai tr ca Marketing trong vic y mnh tiu th sn phm.

Nh nu trn vic tiu th v kch thch tiu th l mt trong nhng b phn ca hot ng Marketing. Do vy vic thc hin tt cc khu khc ca hot ng Marketing s h tr, phi hp v thc y cng tc tiu th sn phm v kch thch tiu th. Mt trong nhng mc tiu ca hot ng Marketing l tiu th c nhiu sn phm vi doanh thu cao v chi ph thp thng qua vic tho mn nhu cu ca khch hng. T duy tr c s hi lng ca khch hng v sn phm m doanh nghip cng ngy cng c ch ng trong lng khch hng do vy sn phm ca doanh nghip c khch hng u tin la chn, kt qu l s lng sn phm dch v m cng ty cung cp tiu th ngy cng nhiu, li nhun doanh nghip thu c cng ln.

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Mc tiu c bn thc y hot ng ca cc doanh nghip l li nhun thc hin iu ny doanh nghip cn tiu th c sn phm do vy tt yu phi hng ra th trng. Tuy nhin mc tiu ln nht ca hot ng Marketing l m bo sn xut v cung cp nhng mt hng hp dn cho th trng mc tiu. Nhng s thnh cng ca chin lc v chnh sch Marketing cn ph thuc vo s vn hnh ca cc chc nng khc trong cng ty. V cc hot ng khc trong cng ty s mt nh hng khi khng c hot ng Marketing nhm vo nhng khch hngth trng c th. Tm li, Marketing tc ng i sng ca mi con ngi trong x hi, n c p dng trong rt nhiu lnh vc ngoi lnh vc kinh t. N khng ch thu ht c s quan tm ca cc nh hot ng kinh t m cn c trong lnh vc phi thng mi. Marketing tr thnh cha kho dn n thnh cng ca nhiu doanh nghip trong vic tng kh nng tiu th v tng li nhun cho doanh nghip.
1.3.3.3

Hot ng tiu th sn phm vi s h tr ca Marketing mix

Nghin cu v d bo th trng Nghin cu th trng l qu trnh l qu trnh thu thp x l v phn tch s liu v th trng h thng lm c s cho cc quyt nh qun l. chnh l qu trnh nhn thc mt cch khoa hc, c h thng mi nhn t tc ng ca th trng m doanh nghip phi tnh n khi ra cc quyt nh kinh doanh phi iu chnh cc mi quan h ca doanh nghip vi th trng v tm cch nh hng ti chng. Nghin cu th trng khng gii hn ch nghin cu th trng hin ti m cn nghin cu th trng trong tng lai, hoc th trng tim nng, nhng on th trng cn b ng m doanh nghip mun hng ti v chinh phc trong tng lai. Nghin cu cu v sn phm: cu v mt loi sn phm phn nh mt b phn cu c kh nng thanh ton ca th trng v sn phm . Nghin cu cu th trng nhm xc nh c nhng d liu v cu trong hin ti v trong thi gian tng lai xc nh no . Nghin cu cu ca sn phm thng qua cc i tng cu: cc doanh nghip , cc t chc x hi, gia nh

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Nghin cu cung cnh tranh: nghin cu cung cnh tranh hiu r cc i th cnh tranh hin ti v tim n. S thay i trong tng lai ca h gn vi kh nng m rng hay thu hp quy m ca cc doanh nghip cng nh kh nng xm nhp hay rt ra th trng ca doanh nghip hin c. Nghin cu mng li tiu th: tc tiu th sn phm khng ch ph thuc vo quan h cung cu m cn ph thuc vo vic mng li tiu th. Vic t chc mng li mng li tiu th c th ph thuc vo c im kinh t, k thut, chin lc kinh doanh, chnh sch v k hoch tiu th Xy dng chin lc sn phm Sn phm l yu t u tin v quan trng nht ca h thng Marketing mix. Theo quan im Marketing th sn phm thc cht l tt c cc li ch m doanh nghip cho bn cho khch hng v h cm nhn c. Mi n v hng ho c doanh nghip cho bn c cu thnh bi nhiu yu t khc nhau. Cc yu t ny c sp xp thnh ba cp c bn: l sn phm tng, sn phm hin thc v hng ho hon chnh. Chin lc ca doanh nghip lin quan n sn phm c hng lot cc chin lc v quyt nh m doanh nghip cn phi quan tm. Quyt nh v nhn hiu: y l mt trong nhng quyt nh quan trng nht khi son tho chin lc Marketing, quyt nh ny c lin quan trc tip n vic nh v hng ho c lin quan trn th trng. Quyt nh v bao b sn phm: Bao b c cu thnh bi bn yu t l: lp tip xc vi hng ho, lp bo v lp tip xc, bao b vn chuyn, nhn hiu v cc thng tin m t hng ho. Quyt nh v dch v i vi khch hngMt trong nhng yu t cu thnh nn hng ho hon chnh l dch v khch hng. Tu thuc vo tng loi hng ho m tm quan trng ca dch v khch hng l khc nhau. Khi xc nh dch v ngi ta phi thng qua bn quyt nh dch v sau: - Quyt nh v h thng dch v tng hp. - Quyt nh v mc dch v. - Quyt nh v hnh thc lm dch v: - B phn lm dch v phc v khch hng.

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- Quyt nh v chng loi v danh mc sn phm gm: chng loi sn phm, b rng ca chng loi sn phm, pht trin chng loi sn phm, b sung chng loi sn phm, danh mc sn phm Nh vy chng ta thy rng chin lc sn phm l mt hot ng nhiu chiu, phc tp i hi phi thng qua cc quyt nh v nhng c im c th ca danh mc hng ho, chng loi hng ho, vic s dng tn nhn hiu, bao gi v dch v. Nhng quyt nh ny c thng qua khng ch trn c s nhng hiu bit v khch hng v nhng quan im ca i th cnh tranh, m cn phi thng xuyn quan tm ngy cng nhiu n kin ca x hi v cc o lut c nh hng n lnh vc sn xut hng ho. Chin lc gi c Chin lc v gi l bao gm tt c cc quyt nh v gi m nh qun tr phi son tho v t chc t c mc tiu m doanh nghip theo ui. N cha ng nhiu vn hn l xc nh mc gi: - Xc nh gi cho sn phm mi . - Xc nh gi cho danh mc hng ho. - Cc chin lc iu chnh gi c bn. - Chit khu v gim gi - nh gi khuyn mi - nh gi phn bit - Thay i gi - i ph li vi vic thay i ca gi ca i th cnh tranh

Nghin cu gi c cho tiu th sn phm l mt iu kin khng th thiu c trong qu trnh sn xut , kinh doanh,. Mc gi ca mi mt hng cn c s nghin cu iu chnh trong sut chu k sng ca sn phm. Ty theo c ch th trng gi c phi gi c vai tr l cng c cnh tranh ca cc doanh nghip. V vy vic xc nh gi c ng n l iu kin rt quan trng hot ng ca mnh t c kt qu cao chim lnh c th trng.
Chin lc phn phi

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Mt trong nhng chin lc ca Marketing l phn phi sn phm, hot ng ny gii quyt vn hng ho c a nh th no n ngi tiu dng. Cc quan im v phn phi thng phc tp v c nh hng trc tip n tt c cc hot ng khc trong Marketing. Hin nay, ngy cng c nhiu donh nghip quan tm n phn phi nh l mt bin s Marketing to nn li th cnh tranh di hn cho doanh nghip trn th trng. Cu trc knh phn phi: cc t chc v c nhn tham gia knh phn phi vi cch thc lin kt khc nhau hnh thnh nn cu trc knh khc nhau. Cu trc knh phn phi c xc nh qua chiu di v chiu rng ca h thng knh. - Chiu di ca knh phn phi: xc nh bng s cp trung gian c mt trong knh. Mt knh phn phi c gi l knh di nu c nhiu cp trung gian trong knh. - B rng ca knh: t c s bao ph th trng tt nht mi doanh nghip cn phi quyt nh s lng mi trung gian cc cp phn phi. Doanh nghip phi la chn nhiu phng thc phn phi khc nhau m mi phng thc c s lng trung gian thng mi khc nhau. C ba phng thc phn phi sn phm: phn phi rng ri, phn phi duy nht, phn phi chn lc. Cc quyt nh phn phi sn phm: - X l n t hng - Quyt nh v kho bi d tr - Quyt nh khi lng hng ho d tr trong kho - Quyt nh v vn ti Chin lc xc tin hn hp Hot ng xc tin hn hp l truyn tin v sn phm v doanh nghip ti khch hng thuyt phc mua. V vy, c th gi y l cc hot ng truyn thng Marketing. Nhng doanh nghip hin i thng t chc iu hnh mt h thng xc tin hn hp phc tp. Mt s dng ch yu m cc cng ty thng s dng trong cc chin lc xc tin hn hp l: qung co, xc tin bn (khuyn mi), tuyn truyn (quan h vi cng chng), bn hng c nhn, Marketing trc tip. Nhng cng c xc tin hn hp ch yu:

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Qung co l mt kiu truyn thng c tnh i chng, mang tnh x hi cao. N yu cu hng ho phi hp php v c mi ngi chp nhn. Qung co l mt phng tin c tnh thuyt phc cao, to c hi cho ngi nhn tin so snh vi cc i th cnh tranh lm tng thm sc thuyt phc vi khch hng mc tiu. Vi phng tin qung co a dng, phong ph, phng tin qung co ph cp v tin li, qung co th v lc ca doanh nghip mt cch trc din v c hiu qu. - Khuyn mi (xc tin bn) l nhm cng c truyn thng s dng hn hp cc cng c c ng, kch thch khch hng nhm tng nhanh nhu cu v sn phm, ti ch tc th. Khuyn mi c tc ng trc tip v tch cc n vic tng nhanh doanh s bng nhng li ch vt cht b sung cho ngi mua thc cht y l cng c kch thch thc y cc khu: cung ng phn phi v tiu dng i vi mt hoc mt nhm hng ho ca doanh nghip. - Quan h cng chng (tuyn truyn) l vic s dng nhng phng tin truyn thng i chng truyn tin khng mt tin v sn phm hng ho, dch v v v chnh doanh nghip ti khch hng hin ti v tim nng nhm t c mc tiu c th ca doanh nghip. - Bn hng c nhn l cng c hiu qu nht giai on hnh thnh s a thch v nim tin ca khch hng v giai on ra quyt nh mua trong qu trnh mua hng. Bn hng c nhn i hi s giao tip ca hai hay nhiu ngi. Hai bn c th nghin cu trc tip nhu cu v c im ca nhau, ng thi c s linh hot trong giao tip cho ph hp. - Marketing trc tip c gng kt hp c ba yu t qung co, xc tin bn, bn hng c nhn i n bn hng trc tip khng qua trung gian. N l mt h thng cc tng tc Marketing c s dng mt hay nhiu phng tin qung co tc ng n mt phn ng p li ca khch hang hay mt giao dch ti a im bt k no. Marketing trc tip s dng cc phng tin qung co trc tip bn hng v tm hiu mt khch hng c th no c nhp vo c s d liu khch hng nhm thit lp mi quan h thng xuyn v y vi khch hng. Nhng cng c ca Marketing trc tip l: Marketing bng catalog, bng th trc tip, qua in thoi, trn truyn hnh, trn truyn thanh, tp ch, bo v thng mi in t. Cc yu t nh hng n vic la chn phi hp xc tin

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Cn c vo bn cht ca cc phng tin truyn thng v mc tiu ca doanh nghip xc nh xc tin hn hp hp l. - Ngoi ra doanh nghip cn xc nh hn hp xc tin da vo phn tch nhiu yu t t th trng v mi trng Marketing khc c th l: kiu hng ho/ th trng, chin lc y, chin lc ko, chin lc y, cc trng thi sn sng mua ca khch hng. T chc thanh ton. Trong hot ng tiu th th nghip v thu tin l quan trng. Chng hn, trong trng hp mc d hng ha c phn phi ht cho cc knh tiu th hoc giao xong cho ngi mua. Song cha thu c tin v th hot ng tiu th vn cha kt thc. Hoc trong trng hp doanh nghip thu c tin v t cc trung gian, nhng hng ha vn cn tn ng li cha ti tay ngi tiu dng th vic tiu th mi kt thc trn danh ngha, ch khi no tin bn c bng tin thu t tay ngi tiu dng cui cng th hot ng tiu th mi kt thc. i vi hot ng thanh ton, tu thuc vo knh tiu th sn phm ca cng ty m xy dng cc phng thc thanh ton hp l gip doanh nghip thu hi vn nhanh gp phn tiu th cho doanh nghip c hiu qu hn. Phng thc thanh ton l nhm thc y hot ng tiu th sn phm ca doanh nghip chng hn vi phng thc bn hng cho thanh ton chu, bn tr gp vi nhng cch thc ny doanh nghip to ra iu kin cho ngi trung gian thng mi nng ng y mnh hot ng kinh doanh ca mnh .Do c hn ch v vn m nh khi lng hng ho tiu th trn th trng tng. Phng thc thanh ton n gin gn nh v to iu kin tt cho khch hng ca doanh nghip, li ko c s tham gia ca cc bn hng ln c uy tn vo qu trnh kinh doanh ca doanh nghip. V vy, cc doanh nghip cn phi lun xy dng cho mnh, mt phng thc thanh ton hp l. Mt mt, to iu kin tt cho doanh nghip m rng hot ng kinh doanh th trng.. Mt mt m bo kh nng thu hi vn ca doanh nghip. Thanh ton suy cho cng l hot ng thu hi vn ca cng ty sau khi tiu th hng ha. Thu hi vn ny s dng rt nhiu hnh thc c th nh thu bng
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

ngn phiu, chuyn khon tin mt... C thu hi c vn th cng ty mi thu c phn chi ph m mnh b ra cng thm phn li nhun cng ty tn ti v pht trin. thu c vn phi xy dng phng thc thanh ton linh hot, cht ch c bit giao dch gia cng ty vi khch hng. nh gi hiu qu ca hot ng tiu th. nh gi hiu qu hot ng tiu th l phn tch qu trnh tiu th lm r nhng nguyn nhn thnh cng hay tht bi ca doanh nghip. Cn c nh gi hot ng tiu th sn phm l doanh thu bn hng v li nhun thc t thu c t hot ng tiu th sn phm phn nh qua kt qu kinh doanh li, l, ha vn ca doanh nghip. Hai ch tiu ny phn nh quy m ca doanh nghip, trnh t chc hot ng kinh doanh cng nh hot ng tiu th ca doanh nghip. Li nhun tiu th cng chng t sn phm ca doanh nghip ang kinh doanh cng c th trng chp nhn, ph hp vi nhu cu th hiu ca khch hng. Doanh thu tiu th sn phm c tnh theo cng thc : Doanh thu tiu th sn phm = gi bn mt sn phm x khi lng tiu th

Li nhun thu c t tiu th sn phm c tnh theo cng thc L = [Qi x (Pi - Zi - Fi - Ti)] L - li nhun hoc l t tiu th sn phm. Qi - khi lng sn phm hng ha tiu th. Pi - gi bn mt sn phm hng ha. Zi - chi ph lu thng ca sn phm bn ra. Ti - mc thu thu trn 1 n v sn phm hng ha bn ra. Fi - mc thu thu tin mt sn phm hng ha. Ngoi ra, vic nh gi hot ng tiu th cn thng qua vic phn tch kh nng p ng nhu cu th trng n u? Kt qu cc hot ng h tr v xc tin bn hng nh th no? Tnh hnh hot ng ca cc knh tiu th ra sao? Tnh hnh
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

k hoch kinh doanh mt hng? c bit trong cng thc nh gi phi phn tch r rng nhng tn ti trong hot ng tiu th ca doanh nghip, nguyn nhn v phng hng khc phc trong thi gian ti. Phng php c bn nh gi hiu qu hot ng tiu th l: - Lp biu tiu th sn phm. - Phn tch nhn t nh hng. - Nu bin php y mnh khc phc. Tnh hnh tiu th sn phm ca doanh nghip cho bit nhiu nguyn nhn nh: kh nng ti chnh ca doanh nghip, phng tin vn chuyn, bo qun, sc mua ca th trng, c bit l: - Cht lng hng ha: l tng hp cc tnh cht ca hng ha m do , hng ha c cng c tiu dng nht nh. Cht lng hng ha l iu kin sng cn i vi vic tiu th ca doanh nghip. c th ng vng v vn ln trong cnh tranh, doanh nghip phi khng ngng tm mi bin php nng cao cht lng sn phm hng ha. - Cng tc t chc tiu th : t chc cng tc tiu th bao gm hng lot cng vic khc nhau t vic qung co, cho hng, gii thiu sn phm n vic t chc mng li tiu th, k kt cc hp ng tiu th, hp ng vn chuyn, cui cng l vic khn trng thu hi tin hng ha bn ra. Qua vic nh gi kt qu hot ng tiu th sn phm ca mnh doanh nghip cn rt ra nhng mt mnh cng nh mt yu a ra nhng gii php kp thi lm cho qu trnh tiu th sn phm ca doanh nghip ngy cng hon thin hn.

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

CHNG 2: PHN TCH, NH GI THC TRNG HOT NG KINH DOANH V XM NHP TH TRNG CA CNG TY THNH PH THI TRANG
2.1

Tng quan v Cng Ty Thnh Ph Thi Trang: Tn cng ty: Cng ty TNHH SX-TM-DV Thnh Ph Thi Trang Tn giao dch quc t: Fashion City Co., Ltd M s thu: 0304875606 S lc v cng ty: Cng ty Fashion City tin thn l cng ty TNHH Thi Trang JOJO ra i

2.1.1 Qu trnh hnh thnh v pht trin

nm 1998, do ng Hunh Phc Sang sng lp cng 1 s ng s. Hn 10 nm qua, ngoi s pht trin khng ngng ca 2 nhn hng ch cht JOJO v M.A.C. Fashion City cn sn xut v phn phi cc nhn hiu thi trang rt quen thuc vi th trng nh CYP, Elly, Catina v.v Hin nay Fashion city tng cng u t, ti cu trc doanh nghip su rng, pht trin mnh m n u thi k tr li ca thng hiu thi trang Vit Nam. Vi Slogan: Chng ti l s gi thi trang chng ti l ngi chuyn ti nhng tng thi trang ca nh thit k thnh sn phm thc, vi chc nng thit k - sn xut - t vn, trung chuyn nhng sn phm thi trang p t nh sn xut n khch hng vi chc nng phn phi, chuyn sn phm thi trang t bin gii ny sang nhng bin gii khc. Tiu ch hot ng ca cng ty: - i vi ngi tiu dng: khng ngng quan tm ngy cng thu hiu v phc v nhu cu ca ngi tiu dng Vit Nam. Chng ti cam kt lun lun kinh doanh bng tri tim chn thnh v khi c sng to hng n v tr dn u trong tri tim ca mi Khch Hng yu thi trang Vit Nam! Mi thnh vin trong cng ty u thu hiu l TRIT L KINH DOANH BNG TRI TIM. V ch c nhng g xut pht t tri tim mi n c tri tim! - i vi i tc: lun ci m, tinh thn hp tc trn c s cng bng, i bn cng c li bi l chng ti trn trng tng c hi c hp tc kinh doanh cng pht trin. Mi i tc sau khi hp tc vi chng ti u tng cho chng ti danh hiu : TINH THN KINH DOANH VNG
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- i vi thnh vin ca t chc: lun nh hng xy dng t chc trn c s chuyn nghip, minh bch nhng vn duy tr cc gi tr tnh cm v nhn bn ca ngi Vit Nam. Chng ti t ho gi l : C CU HOT NG MANG TNH NHN BN a ch: 180/9 Nguyn Hu Cnh, Qun Bnh Thnh Website: fashioncity.com.vn
2.1.2 C cu t chc

2.1.2.1

S t ch

2.1.2.2

C cu cc phng ban Gim c Gim c l ngi lnh o cao nht, ngi iu hnh ton b cng ty mt

cch trc tip hoc gin tip. Gim c trc tip thc hin nhng cng vic: Xy dng chin lc, k hoch v iu phi chung hot ng cng ty. Gim st qu trnh trin khai chin lc v k hoch ca c cng ty. Phng kinh doanh H thng phn phi - Trc tip a sn phm n cho khch hng thng qua cc hot ng: t vn v bn hng trc tip cho khch hng, trng by ca hng.
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Tch cc thu thp kin phn hi ca khch hng v cht lng sn phm v cng tc t chc bn hng ca h thng phn phi cng ty ci thin kt qu hot ng kinh doanh. Chm sc khch hng: - Gi quan h thn thit vi khch hng. - Thit lp cc chun mc giao tip, giao dch, t vn vi khch hng tng ca hng trong h thng phn phi. Phng sn xut Logictics (k hoch vt t) : qun l qu trnh thu mua, vn chuyn, lu kho, xut kho nguyn vt liu, thnh phm, bn thnh phm trong sut qu trnh sn xut kinh doanh. K thut: lp cc d n u t, duyt cc thit k mu ca khch hng, duyt phiu cng ngh may, ng thi c nhim v xy dng cc tiu chun qun l v cc tiu chun k thut ca ton b cng ty. Xng may: lp k hoch v t chc sn sut, qun l cng nhn v my mc, thit b sn xut. Phng hnh chnh Nhn s: - Ph trch tuyn dng, o to, nh gi nhn s ton cng ty. - Ph trch cng tc hnh chnh, thit lp v p dng cc quy trnh th tc cho cng tc qun tr cng ty. - Chm lo i sng vt cht, tinh thn ca cng nhn vin chc ton cng ty, thc hin ch i vi cn b cng nhn vin chc, - Nghin cu v c vn cho Gim c v c cu t chc v qun l cng ty. Ti chnh-k ton: - Thc hin nghip v bo co ti chnh, k ton cho cng ty: lp bo co kt qu kinh doanh, bo co ti chnh, bng cn i k ton, Thc hin y ch bo co ti chnh theo lut k ton thng k. - To ra v qun l ngun vn phc v cho hot ng kinh doanh ca cng ty. - Qun l v thanh ton lng thng cho nhn s ton cng ty.

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Thc hin v ghi nhn cc giao dch vi ni b cng ty, khch hng v cc ngha v ti chnh ca cng ty i vi nh nc. Tm li: B my qun l ca cng ty gn nh, linh hot ph hp vi tnh hnh sn xut kinh doanh ca Cng ty. Chc nng, nhim v r rng gia cc phng ban, mi quan h thng nht, tch cc hp tc vi nhau. C cu t chc hin ti gip cho cng ty t chc kinh doanh tt vi chin lc ca cng ty trn th trng hin ti. Tuy nhin, phng k hoch vt t m nhim hu ht cng vic t khu chun b nguyn vt liu, iu hnh sn xut n tiu th, b phn tip th cng nm trong phng k hoch vt t. Fashion City l mt cng ty ln trong nn kinh t th trng m cng ty cha c phng Marketing ring, iu ny nh hng n hot ng tiu th sn phm ca cng ty.

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Nguyn Minh Lun - DQK2085 2.2

GVHD: TS.Nguyn Th Thu Thy

Kt qu hot ng kinh doanh ca Cng Ty Thnh Ph Thi Trang nm 2009-2011

2.2.1 Kt qu hot ng kinh doanh nm 2009-2011

Bng 1: Bo co kt qu hot ng kinh doanh nm 2009 - 2011

Chi tiu 2009 2010 1. Doanh thu bn hng v cung cp 2,516,061,797 2,171,323,500 dch v 2. Cc khon gim tr doanh thu 3. Doanh thu thun v bn hng v cung cp ich v. 4. Gi vn hng bn 5. Li nhun gp v hng bn v cung cp dch v 6. Doanh thu hat ng ti chnh 7. Chi ph ti chnh 8. Chi ph qun l doanh nghip 9. Li nhun thun t hot ng kinh doanh 10. Thu nhp khc 11. Chi ph khc 12. Tng li nhun k ton trc thu 365,789,631 504,627,122

2011 2,898,007,640 255,616,848 2,642,390,792 1,879,981,077 762,409,715 1,569,292 363,559,274 764,525,863 (367,244,714) 0 0 (367,244,714)

2,150,272,166 1,666,696,378 1,161,146,970 989,125,196 3,309,494 1,482,380 887,294,198 982,063,017 684,633,361 1,018,724 11,000 802,802,963

97,039,124 (119,199,326) 0 0 0 0

97,039,124 (119,199,326)

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

2.2.2 Bng bo co kt qu tiu th sn phm Bng 2: Bo co kt qu tiu th sn phm nm 2009-2011

Loi sn phm m cng s m kin tay di m kiu khng c m do ph o s mi o kiu Vy ngn Vy di Vy kiu Qun di Qun lng Qun ngn Qun vy B vest B kiu TNG n V Ci Ci Ci Ci Ci Ci Ci Ci Ci Ci Ci Ci Ci B B Gi 490 590 520 480 350 315 280 395 315 429 339 285 350 590 490 Nm T trng 2009 s lng 1,203 4.8 1,350 5.4 1,452 5.8 2,150 8.5 3,540 14.0 2,230 8.8 1,120 4.4 950 3.8 2,870 11.4 3,250 12.9 1,615 6.4 950 3.8 1,050 4.2 500 2.0 984 3.9 25,214 Nm T trng 2010 s lng 1,132 4.9 1,225 5.3 1,245 5.3 2,050 8.8 2,450 10.5 2,200 9.4 1,210 5.2 870 3.7 2,655 11.4 3,350 14.4 1,324 5.7 1,000 4.3 1,130 4.9 450 1.9 1,000 4.3 23,291 Nm T trng 2011 s lng 1,415 5.1 1,380 5.0 1,580 5.7 2,320 8.4 3,650 13.3 2,360 8.6 1,290 4.7 1,000 3.6 2,950 10.7 3,450 12.5 1,815 6.6 1,050 3.8 1,445 5.2 650 2.4 1,175 4.3 27,530

2.3

Phn tch v nh gi kt qu hot ng kinh doanh ca Cng Ty Thnh Ph Thi Trang nm 2009-2011

2.3.1 Th trng v khch hng mc tiu ca cng ty

T nhiu nm qua, cc cng ty dt may trong nc a s ch ch trng vo th trng xut khu v b ng th trng ni a, mt th trng ln v y tim nng. T , hng nhp khu nc ngoi, c bit l hng Trung Quc c thi gian kh di chim lnh phn ln th trng trong nc. Tuy nhin, trong thi gian gn y, trc nhng thng tin gn mt na mt hng qun o v dng cho tr em xut x t Qung ng, Trung Quc, c cha hot cht c th gy hi n sc khe th ngi tiu dng trong nc mi thc s nhiu hn n hng may mc ca Vit Nam. So vi trc y, hng dt may trong nc c nhng chuyn bin ng k v s lng v cht lng. Ngi tiu dng bt u quan tm n cht lng v xut x sn phm thay v ch ch trng n mu m v gi thnh nh trc. Hin nay, Ngi tiu dng bt u a chung hng chnh phm, c thng hiu ring, t tiu chun hng Vit Nam cht lng cao. Khng nhng th, sn phm ca hng
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

chc cng ty, c s may mc nh, ch yu TP.HCM cng dn chim c nim tin ca khch hng. Cht lng hng dt may ca cc doanh nghip trong nc hin nay bo m hn, mu m cng c ci tin, cp nht ph hp hn vi ngi tiu dng. Nhiu sn phm c gi cnh tranh v cht lng, mu m khng thua km hoc hn hn hng Trung Quc. phn khc th trng trang phc cng s, qun o cho tui t 25 tr ln, hng Vit Nam hon ton chim u th vi nhiu tn tui Thnh Cng, Vit Thng, Nh B, Vit Tin, Legamex, An Phc Gi bn sn phm trung bnh t 70-400 ngn ng/o; 100-500 ngn ng/qun ty nhn hiu v chng loi. Thi trang cng s v vn l th trng ang b ng qun d "tim nng" ca mnh t ny cha bao gi thi n r. Dng nh cc nh thi trang trong nc cha khai ph v nim pht trin sn chi cng cha c u t ng mc. Rt nhiu ngi vn ngh trang phc cng s l nhng b qun o ng hp kh cng vi hai mu en v trng nhm chn. Chnh t li suy ngh m thi trang cng s vn cha c cao d rng hiu qu mang li t "yu t nhn" cho nhng bui gp mt u tin bao gi cng v cng quan trng. Ti Vit Nam, thi trang cng s t nhiu c nh ng vi ng phc cng ty nn khng nhiu nhng t ph lnh vc vn rt tim nng ny. Trc nay, c c mt b cnh hp nhn th nhng nhn vin vn phng thng phi t mnh tm kim t nhng quyn catalogue nc ngoi v n mt nh may no t may theo mu. Ai sng to hn th ly ch ny mt t, ch kia mt t, sng to nn thnh trang phc cng s ca mnh. V vy, cng ty la chn th trng mc tiu hin ti l cc ch em ph n c mong mun v nhu cu mua sm trang phc cng s. C th hn, i tng khch hng m cng ty nhm n l cc ch em nhn vin vn phng: - Sng v lm vic ch yu TP.HCM v cc thnh ph, trung tm dn c cc tnh thuc Nam Trung B v Nam B. - Trong tui: 18 45 - Thu nhp kh: trn 3 triu ng/thng Phn tch v nh gi th trng mc tiu hin ti

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Nc ta ang trn pht trin theo hng cng nghip ha, hin i ha, s lng nhn vn phng ngy cng tng cao, c bit sau khi nc ta gia nhp WTO. Cng phi ni thm rng trong qu trnh hi nhp vi nn kinh t ton cu, x hi Vit Nam thay i rt nhiu, mt trong nhng im ng lu l s tham gia ngy cng su v rng ca ph n vo mi lnh vc. S lng ch em ph n c nhu cu v trang phc vn phng ngy cng ln, c bit khi nhu cu th hin s chuyn nghip trong doanh nghip Vit Nam ni chung v ca ch em ph n ni ring ngy cng bc thit. Mt khc, vi s tng trng v quy m ca th trng may mc, cc doanh nghip trong ngnh phi cnh tranh gay gt vi nhau ginh git th phn. Cng ty Thnh Ph Thi Trang l mt trong nhng cng ty u tin nhn ra v n u xu hng ny phn khc v la chn th trng cho mnh. Tuy nhin, sut hn 10 nm kinh doanh, cng ty vn cha c thm nhn nh v nhu cu, thi quen mua sm ca i tng khch hng mc tiu v cung cp sn phm, dch v tt hn cho khch hng. 2.3.2 nh v cc dng sn phm hin ti Hin ti, cng ty kinh doanh 2 dng sn phm chnh l MAC & JOJO vi cc c tnh nh v nh sau: - MAC & JOJO l 2 nhn hiu thuc Cng ty Fashioncity tp trung nh v phc v cho cc Khch hng chnh l Ph N Vn Phng. - MAC Ladies l Ph n sng Thnh Th vo khong 24 n 36 tui. C y lm vic nhng vn phng hay cc ngnh dch v v bt u thng tin nhng v tr cao hn, cng vic p lc v trch nhim nng n hn. C y c mt gia nh vi 1 hay vi a con tinh nghch ng yu, c y chp nhn hy sinh 1 cht vc dng ca mnh i ly s khu khnh ca nhng a con. C y chn la 1 gia nh m cng , vn ton thay th mt thi tr trung, n mc rc r, xa x ngy xa. T ngy c y chn MAC, c y ly li c s t tin mt cch khng rc r n o nh ngy trc , m trm lng, m v y c tnh ring. Tr thnh mt MAC Ladies, c y hon ton t tin giao ph mi ni lo toan v Thi Trang cho MAC, bi v n gin, MAC thu hiu v dnh ring cho C y!

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Vi chin lc tit kim cho khch hng, MAC s dng chi ph ti thiu nht cho cc hot ng sn xut v kinh doanh, m bo em n cho khch hng nhng sn phm cht lng vi gi thnh ph hp nht.

- JOJO l nhng nhn hiu chuyn nghip u tin ca Vit Nam. Sn phm ca chng ti khi ngay t khi bt u c phn phi rng khp trong cc h thng ca hng c trng, siu th Coop, Big C v trung tm thng mi Nowzone. JOJO chn la s hon ho trong tng chi tit, cht liu cao cp v phong cch c tnh sang trng lm im ni bt ca mnh. JOJO tp trung cho k hoch pht trin 3 shop ln trng im n tng, phc v 1 phn khc cao cp hn.

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- Vi cht liu nhp khu, k thut may cng nghip t chun,MAC & JOJO cam kt cht lng sn phm tt nht. K thut phom dng c bit ph hp vc dng ph n Vit Nam. - MAC & JOJO c cc dng sn phm dnh cho cng s, do ph v d tic vi cc mu thit k phong ph, theo cc tro lu Thi Trang mi nht, kiu dng v mu sc c chn lc c bit ph hp vi ph n Vit Nam. - n vi MAC - JOJO BRAND bn s c khm ph mt th gii thi trang y n tng vi mu sc a dng, cch phi hoa vn qu phi, tr trung v sang trng, ph hp vi ph n mi la tui. Bn c th mc i d tic, n s lm thm ch c khi do ph. D vc dng ca bn nh th no, gu thm m ca bn ra sao, bn u c th tm thy nhng style hp nht vi mnh ti y. - Nhm p ng tt nht nhu cu mua sm ca khch hng. Thi trang MAC - JOJO BRAND lun cp nht nhng sn phm, mu m mi nht trong nm cc bn c thm nhiu s la chn. Phn tch v nh gi hot ng nh v ca cng ty hin ti Cng ty Thnh Ph Thi Trang nh v rt r rng v hai thng hiu sn phm ca mnh c v mt sn xut v truyn thng: Sn xut: - MAC: nh v da trn gi c cnh tranh. - JOJO: nh v da trn thit k. Truyn thng: Tuy hai thng hiu c cch truyn thng v cc knh truyn thng ging nhau nhng khng tc ng ln nhau trong qu trnh truyn thng. Mt khc, bn cht ca hot ng nh v l to n tng cho khch hng. V iu ny th cng ty cn c gii php xy dng hnh nh v xc nh v tr ca mnh trong lng khch hng. 2.3.3 Cch thc t chc tiu th sn phm hin ti Hin ti cng ty t chc tiu th sn phm thng qua h thng ca hng v hot ng lin kt vi h thng siu th Coop Mart & Big C: H thng ca hng: 1 - M.A.C 167 Nguyn nh Chiu Q.3 TPHCM t: 08.36012887 2 - M.A.C 39 L Vn S Q.PN TPHCM
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t: 08.36012886 3 - JOJO 379 Nguyn nh Chiu Q.3 TPHCM t: 08.62746845 4 - JOJO Tng 3 Nowzone Nguyn Vn C Q.1 TPHCM t: 08.36012885 Lin kt vi cc h thng siu th - H thng siu th Coopmark: i vi h thng phn phi ca coopmark th cng ty mua bn theo hnh thc k gi theo hp ng, vi h thng phn phi ca coopmark th lng hng ha tiu th rt mnh v lng khch hng h thng ny rt nhiu v hng ha a dng cho khch hng d dng la chn. Quan h hp tc ny lm cho thng hiu ca cng ty Thnh Ph Thi Trang ngy cng mnh hn v ng vng trn th trng ni chung v nghnh thi trang ni ring. - H thng siu th Big C: l h thng phn phi mnh nht c ba min Bc, Trung, Nam. V vy, cng ty Thnh Ph Thi Trang lin kt vi h thng siu th Big C vi hnh thc mua c bn on d dng theo di, y cng l knh c nhiu khch hnh bit n v mang li lng khch hng rt n nh chnh. Nh lin kt vi thng hiu uy tn nh Big C m thng hiu ca cng ty ngy cng c a chung hn, c bit l i vi cc i th hin ti ca cng ty. Phn tch v nh gi cch thc t chc tiu th sn phm hin ti H thng phn phi ca cng ty tht s a dng khi c cc ca hng ca ring mnh, ng thi tn dng c h thng ca Big C v Coop Mart. H thng ny gip cng ty linh hot trong qu trnh sn xut v tiu th sn phm, song bn thn n cng tn ti bi ton v hiu qu v chi ph khi so snh tng i vi nhau: - Cc ca hng ca cng ty tiu th bnh qun 60% tng doanh thu. Thm na, trong 4 ca hng th 2 ca hng Qun 3 lun t doanh s cao nht. Cng ty nn t ra cu hi v mt a l ca h thng phn phi hot ng thc y hot ng tiu th sn phm. - H thng siu th tiu th bnh qun 40% tng doanh thu, trong : h thng Coop Mart ch chim 1/3 v h thng Big C tiu th 2/3 trong tng s 40% doanh s thu ca c h thng siu th

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GVHD: TS.Nguyn Th Thu Thy

Mt khc, vi quy m th trng m cng ty xc nh, h thng phn phi vn cha p ng c k vng tip cn khch hng mc tiu c v chiu rng v chiu su.
2.4

Mt s kinh nghim xm nhp th trng nhm nng cao doanh thu tiu th sn phm ca Cng Ty Thnh Ph Thi Trang

2.4.1 Kinh nghim trong qu trnh lm vic ca bn thn ngi vit Hn 10 nm kinh doanh, cng ty i u v vt qua nhiu thch thc tn ti v pht trin. Trong , nhng thch thc m cng ty thng xuyn i mt nht l doanh thu tiu th sn phm. Tt nhin, xm nhp th trng l phng php m cng ty tng p dng v mang li mt s kt qu nht nh. V y, ngi vit xin php ch a ra mt s kinh nghip ca bn thn mnh to mt c s thc tin v gii php xm nhp th trng nng cao doanh thu tiu th sn phm mt doanh nghip trong ngnh may mc Vit Nam: Tng cng qung co, khuyn mi: doanh thu tng nhanh trong thi gian chng trnh din ra. Tuy nhin, nhng vn ny sinh khi p dng phng php tiu th ny: - V lu di, sn phm ch bn tt trong nhng thi im c chng trnh khuyn mi din ra. - Li nhun thu c rt t, ch c th k vng v mt nhn bit thng hiu v chm sc khch hng. Tng s lng nhn vin bn hng v cc n lc bn hng: c nhng thi im lc lng bn hng ca cng ty nhiu gp i bnh thng, ng thi cng ty cng xy dng h thng cc i l v h gia nh phn phi sn phm ca cng ty. Vi cch lm ny, hiu qu doanh s khng tng r rt vo nhng thng u tin, tuy nhin v lu di nu xy dng c th cng ty s c thm mt knh phn phi cc k hiu qu. Kh khn ln nht trong phng php ny l to ng lc cho nhn vin bn hng, vn chuyn sn phm v kim sot doanh s ca cc i l, h gia nh phn phi sn phm cng ty. 2.4.2 Kho st v thi quen tiu dng v phong cch thi trang ca NgiVit Nam thng 8/2012
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2.4.3 Thng tin nghin cu: Thi gian kho st Tng mu nghin cu Gii tnh tui Tnh thnh iu kin i tng nghin cu Mc ch nghin cu :17.07 - 22.07.2012 :396 :Nam v N :19 tui tr ln : Tt c cc tnh thnh trn c nc :Ra quyt nh chnh trong vic chn v mua qun o cho bn thn :Khm ph thi quen mua sm hng thi trang ca ngi Vit Nam, bn cnh phn tch tng nhm phong cch thi trang ca ngi tiu dng bng phng php phn nhm.

2.4.4 Th trng may mc v nhu cu ca ngi tiu dng Theo iu tra ca Cng ty NCTT trc tuyn W&S, t l chi tiu c nhn cho nhu cu may mc ca ngi dn chim khong 14% tng chi tiu. Hin nay, khch hng tiu dng thi trang c th chia lm 3 nhm chnh: nhm c thu nhp thp thng s dng hng may sn, gi r nhng nhanh hng; nhm c thu nhp cao thng s dng sn phm ca cc hng
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GVHD: TS.Nguyn Th Thu Thy

thi trang cao cp; nhm trung lu chim s lng kh ng o khng chp nhn li mc i tr, hng km cht lng. Nu trc y, ngi tiu dng Vit Nam chung s dng hng may sn xut x t Trung quc, th hin nay h li c xu hng la chn hng may mc ca Vit Nam. Nm bt c hi ny , cc thng hiu thi trang ca cc cng ty ln trong nc c nhng chin lc kinh doanh c th khai thc th trng ni a y tim nng. Bng cht lng sn phm, hng may mc Vit Nam ngy cng thu ht c s quan tm ca nhiu i tng tiu dng khc nhau v dn chim lnh th trng. Theo thng k t cc siu th, hng may mc Vit Nam chim khong 90% tng lng hng ang kinh doanh. 2.4.5 Thi quen thi trang ca ngi tiu dng Vit Nam Mc chi tiu dnh cho Qun o ng v tr th 3, chim 13.9% trong tng cc khon chi tiu c nhn. Theo s liu nghin cu tng th, c khong 50.5% s ngi thng chn v mua qun o cho mnh. Tuy nhin khi so snh gia nam v n, n hay t chn v mua qun o cho bn thn nhiu hn nam. Nhm i tng c nghin cu c mc mua qun o kh cao, vi 29.8% mua sm khong 2-3 ln / tun. Qua cc phn thng k chi tit cho thy: tui cng cao th mc mua sm hng thi trang cng gim v n gii c mc mua thng xuyn hn nam gii.

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GVHD: TS.Nguyn Th Thu Thy

C n 50.0% ngi c kho st thng mua sm hng thi trang vo Bui ti (Sau 18g).

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Yu t thc y mua sm hng thi trang ca ngi tiu dng phn ln l sau khi nhn lng hoc nhng lc c nhiu tin. Ngoi ra, Khi c chng trnh gim gi cng l mt trong nhng nhn t thu ht nhu cu chi tiu ca khch hng.

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

Kiu dng / thit k, Cht liu vi, Gi c l 3 tiu ch u tin khi quyt nh chn mua hng thi trang ca NTD.

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a phn ngi tiu dng la chn Nhng ca hng chuyn bn qun o (63.6%) mua sm.

i tng i mua sm cng thng l Bn b (24.2%), nhng nam gii ch yu li i cng V/Ngi yu Phong cch thi trang yu thch cho tng loi trang phc nh sau:

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

- Trang phc cng s: Phong cch n gin d nhn (48.3%), Phong cc lch s sang trng (46.8%).

- Trang phc nh: Phong cch n gin d nhn (61.8%), Phong cch d thng (27.7%). - Trang phc do ph: Phong cch tr trung nng ng (40.3%), Phong cch d thng (27.3%). - Trang phc d tic: Phong cch lch s sang trng (50.5%), Phong cch quyn r (27.1%). - i vi trang phc cng s v trang phc d tic, a s NTD thng chi trong mc 500.001 1.000.000 VN. Trong khi , trang phc
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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

mc nh vi gi ch khong di 500.000 VN, cn trang phc do ph khong 500.000 VN. Hn mt na p vin thnh thong mi xem cc chng trnh thi trang, chim 58.3%. Trong khi n c mc xem thng xuyn, th nam ch dng mc Thnh thong l ch yu.

Internet, Bo / tp ch thi trang v Tivi l 3 phng tin mi ngi hay dng cp nht cc xu hng thi trang.

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CHNG 3: MT S GII PHP KIN NGH NHM NNG CAO HIU QU XM NHP TH TRNG V NNG CAO DOANH THU TIU TH SN PHM CA CNG TY TNHH SX-TM-DV THNH PH THI TRANG
3.1

Mc tiu v phng hng xm nhp th trng ca Cng Ty Thnh Ph Thi Trang trong giai on 2012-2015

3.1.1 Mc tiu xm nhp th trng ca cng ty

2012 Khng l Li nhun 50 triu ng Hp tc vi khch hng Doanh thu c, tm hp ng mi 3,3 t ng Trung tm TP.HCM

2013 Hi phc nh trc khng hong 100 triu ng Ti c cu doanh thu

2014 Tng 30%

2015 Tng 50%

130 triu ng Tng 60%

195 triu ng Tng 150%

4 t ng Bao ph TP. HCM & bt u xm nhp cc tnh Nam

4,9 t ng Bao ph TP. HCM & xm nhp cc thnh ph ln Nam B, Nam Trung B Cc tnh Nam B, cc thnh ph Nam Trung B

6 t ng Cng c th trng ang c

Th trng & th phn Q1, 3, 5,10

Trung B, Nam B Q.Bnh Thnh, Tn Ph, Tn Bnh, 8, 6, 11

Ton Min Nam

V th cnh tranh

Nm trong tp nhng doanh nghip dn u v thit k

3.1.2 Gii php xm nhp th trng ca cng ty

Xm nhp th trng hnh thc m rng v pht trin th trng theo chiu su trn c s khai thc tt hn nhng hng ha hin ti trn th trng hin ti, tng c doanh s bn t khch hng hin ti.
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Vi th trng m cng ty ang c, khch hng quen vi hng ha ca ngnh hng v vy c th s dng chin lc gim gi thch hp, tin hnh qung co, xc tin, khuyn mi, nng cao cht lng dch v khch hng khng mt i mt khch hng no v tp trung nhng khch hng tim nng. ng thi thuyt phc khch hng s dng nhiu hng ha tng t sang s dng duy nht hng ha ca ngnh hng. Tng sc mua ca sn phm Tng cc phn qu gi tr, tng km cc phiu mua hng gin tip gim gi bn, tng sc mua ca khch hng. T chc cc chng trnh khuyn mi: phng php ny hn ch s dng v khch hng s mt s quan tm khi cc t khuyn mi c t chc thng xuyn, lin tc. Li ko khch hng ca i th cnh tranh Khch hng ca i th cnh tranh c hai loi: khch hng trc tip mua sn phm v cc i l, ca hng phn phi sn phm. li ko khch hng trc tip th cng ty tp trung vo thit k ca JOJO, cht lng v gi thnh ca MAC v xy dng i ng bn hng nng ng, chuyn nghip. li ko cc i l, ca hng phn phi th cng ty s dng cc cng c sau y theo th t u tin gim dn: - Tng qu, khuyn mi, khen thng trong 3 12 thng u phn phi. - Li ch tng dn theo thi gian v s lng sn phm tiu th cho cng ty. - Chit khu. Lin doanh, sp nhp, mua li y l gii php trung v di hn m cng ty nn xem xt tng li th cnh tranh bn vng. Chun ha quy trnh sn xut v tiu chun cht lng sn phm, sau tm kim cc i tc tin hnh thu nng lc sn xut ca h (outsourcing). Thm ch cng ty c th tin hnh thu nng lc thit k nu cn bc ph v mu m trong thi gian hi phc sau khng hong. Mua li mt dng sn phm trn th trng vi hai tiu ch xem xt: cht lng ca i ng thit k v s ph hp vi nng lc sn xut ca cng ty.
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Mua li nhng cng ty, ca hng, x nghip nh tng nng lc tng th ca cng ty. Vi gii php ny, cng ty nn chun b trc v mt h thng qun l v c vn qun tr, ti cu trc doanh nghip. Cng ty nn xem xt gii php lin kt v sp nhp di gc kinh doanh chuyn nghip: tch quyn s hu v quyn qun l nhng quyt nh bt tnh ch quan, xy dng h thng qun l v n t vn hnh, tng thi gian gii quyt vn nh hng cho cng ty ca ban lnh o.
3.1.3 Kin ngh xm nhp th trng ca ngi vit

thc hin c nhng gii php trn, ngi vit kin ngh mt s thay i trng yu v cng ty nh sau: Xy dng v chun ha cch h thng phn phi giao tip, giao dch vi khch hng. c bit l cch thc tip nhn v x l, chuyn giao thng tin phn hi t khch hng c thng tin v th trng su sc hn v c tnh h thng hn. Lp mt i d n nghin cu, trin khai v dn dt qu trnh thay i ca cng ty. Tng cng s quan tm ca lnh o cng ty cho vic xy dng cng tc nhn s, quy trnh qun l, qun tr cht lng v h thng thng tin. Hoch nh ngun vn cho cng tc marketing t tm chin dch cho n chin lc xm nhp th trng nhanh hn & su hn vi chi ph ti u.
3.2

Gii php kin ngh y mnh tiu th sn phm nng cao doanh thu da trn chin lc xm nhp th trng ca Cng Ty Thnh Ph Thi Trang trong giai on 2012-2015

3.2.1 Gii php y mnh tiu th sn phm nng cao doanh thu ca cng ty

Nghin cu v d bo th trng Da trn h thng thng tin phn hi ca cng ty, cc yu t c xem xt rt gn gi, thit thc vi cng ty. Trong h thng thng tin phn hi ny, cng ty cng nn ch trng n phn hi ca bn thn h thng phn phi ci tin theo thi gian v khng gian. Cng ty cng nn thng xuyn xem xt nhng nghin cu ca trong ngnh v quy m th trng, nhng thi quen, c im ca phn khc khch hng m

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cng ty quan tm. vic theo di d dng hn, cng ty c th hp tc vi mt s cng ty khc trong ngnh gim chi ph dch v nghin cu th trng. V mt lu di th cng ty nn co b phn chuyn nghin cu, d bo th trng cng nh nghin cu v mi trng v m v mi trng ngnh kinh doanh tt hn trong mi trng cnh tranh ngy cng khc lit hin nay v mai sau. Gii php v sn phm Theo kho st ca Vinaresearch, mu m/thit k chim gn 80% quyt nh mua hng ca ngi tiu dng. V vy, xt v lu di, cng ty cn tng nng lc thit k tng th cho cng ty. Mt khc, thit k l th mnh ca dng sn phm JOJO so vi cc dng sn phm m cng ty ang kinh doanh v vy cng ty nn thit k theo n t hng vi s lng hn ch khng nh gi tr thng hiu v nng lc thit k ca JOJO ni ring v cng ty ni chung. Tip tc theo kho st ca Vinaresearch th gi c l u tin ln th hai ca ngi tiu dng. V vy, ngoi vic tng nng lc sn xut ca cng ty nh ngi vit ngh gii php tng th trn, ngoi vic tng nng lc thit k cho dng sn phm JOJO, cng ty nn bt u tng nng lc sn xut t MAC v cho MAC. C th hn, trong nm 2012 v 2013, cng ty cn tin hnh chun ha quy trnh sn xut v chun ha cc tiu chun cht lng ca sn

T trng Nhn hng doanh thu phm MAC v tin hnh thu nng lc sn xut ca JOJO 28 cng ty, x nghip dt may khc. Xt thm cu trc doanh thu tiu th sn phm MAC 66 Hng k gi 6 hin ti ca cng ty th gii php tng th cho MAC nn
c u tin trin khai v 2/3 doanh thu hin ti ca cng ty l t dng sn phm MAC.

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Gii php v gi phi hp ti u cho nng lc thit k ca JOJO v nng lc sn xut chi ph thp ca MAC th gi c ca hai dng sn phm ny phi c mt s khc bit r rt, c th: - JOJO: nh v sn phm khc bit ha vi gi cao, nhm no phn khc th trng thu nhp cao, nhy cm vi xu hng thi trang, t quan tm n gi c. - MAC: nh v sn phm cht lng n nh, gi va phi, nhm vo phn khc tht trng thu nhp trung bnh-kh, nhy cm v gi, ch mua khi tht s cn thit. Xt thm v gi chit khu cho h thng phn phi. Nn c nhng chnh sch khuyn khch bn hng nht qun cho c h thng, c bit l cc i l nh l v cc h gia nh. Gii php phn phi cc t c s cng hng ln nht ca cc gii php nhm t c mc tiu tng trng v pht trin ca cng ty, h thng phn phi nn c t chc theo c im dn c gn lin vi dng sn phm ca cng ty, c th: Sn phm cnh tranh v Sn phm cnh tranh v ng dn c, kinh doanh sm ut: thnh ph ln Tng i ng dn c: gi: MAC Ca hng, siu th, trung tm mua sm, i l & h gia nh i l, h gia nh thit k: JOJO Ca hng, trung tm mua sm i l c quyn.

thnh ph, th x cc tnh Trong qu trnh chun ha cc quy trnh ca cng ty, cng nn xem xt n cc vn v phn phi nh: - X l n t hng - Kho bi d tr - Khi lng hng ho d tr trong kho - Vn chuyn hng ha Ngoi ra, theo kho st ca Vinaresearch, ti u ha qu trnh qun l h thng phn phi cng ty c th s dng cc bin php sau:

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- Theo thi quen mua sm ca ngi tiu dng, cng ty nn khuyn khch h thng phn phi gim bt nhn vin trong gi lm vic bui sng v chiu, ch tng cng nhn vin part-time vo bui x chiu v ti (15h-21h). - Cc chng trnh khuyn mi nn din ra vo ngy lnh lng, thm chi cng ty ch tng cng nhn vin bn hng (part-time) vo thi im ny. - Xy dng h thng phn phi tp trung vo h thng cc ca hng ca cng ty hn l ch, siu th. Gii php xc tin tng hp Theo kho st ca Vinaresearch v nhng quan st v cng ngh thng tin, cng ngh marketing ca ngi vit th cng ty nn trin khai qung co thm trn internet, bo v tp ch (ch ring i vi JOJO). Cng ty cng nn xem xt b sung nhng hot ng PR vo hot ng kinh doanh ca mnh. C th, mt s hng cng ty nn xem xt: - T chc cc cuc thi thit k thi trang tip cn vi cc bn tr v thng qua cc bn, cng ty s t c mc tiu truyn thng ca mnh. Mt khc, thng qua cuc thi cng ty c c ngun nhn lc thit k di do, cht lng cao, sn sng cng hin. - Ti tr cho hot ng ca cc trng i hc c dy v thit k. - Ch ng lin h vi cc trng i hc nhn sinh vin kin tp, thc tp, - Tham gia cc bui hi tho chia s v kinh nghim sng, kinh doanh, V mt bn hng c nhn, cng ty nn hun luyn k nng bn hng ca hng trng v thit k nhng bui o to nn tng cho nhn vin bn hng ca cng ty. Gii php t chc thanh ton Thanh ton t khch hng n h thng phn phi - Thit lp cc quy tc ng x ca nhn vin vi khch hng trc, trong v sau khi thanh ton. - Ngoi phng thc thanh ton trc tip, cng ty cng nn xem xt n vic thanh ton qua chuyn khon ngn hng, ti khon in t. V hin nay, phng thc thanh ton ny kh quen thuc vi i tng khch hng mc tiu ca cng ty.
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GVHD: TS.Nguyn Th Thu Thy

Thanh ton t h thng phn phi v cng ty: m rng h thng kim sot mua bn hng bng cng ngh thng tin n tt c cc cp trong h thng phn phi. Gii php nh gi hot ng tiu th Trong qu trnh h thng ha quy trnh kinh doanh ca cng ty, cng ty nn xem xt tiu chun ha qu trnh nh gi hot ng tiu th v giao hn cng tc ny cho h thng phn phi (ca hng trng, trng i l,). Cng ty c th thc hin gii php ny bng cch gn lin hiu qu nh gi, hiu qu kinh doanh vi cc li ch gin tip ca cng ty i vi h thng phn phi.
3.2.2 Kin ngh y mnh tiu th sn phm nng cao doanh thu ca ngi

vit Trong thi im din nn kinh t bt u phc hi, doanh nghip no thch nghi cng nhanh th kh nng nm bt c hi cng ln. Vi nhng gii php v kin ngh m ngi vit a ra th cn lu ba vn : - S thng nht v mt chin lc - S ng b v mt t chc thc hin, ty mc u tin mc u tin v ngun lc hin c ca cng ty. - i th cnh tranh: ngi vit khng cp n nhiu m ch a ra nh hng v li th cnh tranh v chi ph v khc bit ha cho cng ty. ngh cui cng ca ngi vit l Gim c nn thnh lp mt nhm gm thnh vin ca tt c cc b phn trong cng ty thc hin nhng gii php trn mt cch thng nht, ng b v ti u.

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Nguyn Minh Lun - DQK2085

GVHD: TS.Nguyn Th Thu Thy

KT LUN Trong mi vn , vic u tin v quan trng nht khng phi l c bao nhiu gii php hoc gii php a ra hay, d th no m l vic xc nh ng vn . Vi nhng vn m ngi vit cp n trong bi, ngi vit mong rng cng ty s xem xt nhiu gc hn xc nh ng vn m cng ty ang vng mc, t c cch gii quyt ph hp. Thm vo , vi nhng vn m cng ty ng vi ngi vit th ngi vit mong cng ty cn nhc v a vo thc tin hot ng ca cng ty mang li hiu qu kinh doanh nhiu hn. Mc khc, cng ty cn gc nhn su sc hn v chuyn mn v nhng thng tin c th trong hot ng hin ti ra nhng gii php mi, phi hp cc gii php vi nhau c kt qu ti u. Quay tr li nhng nhn nh ca ngi vit v mc tiu bo co tt nghip, ngi vit xy dng c: - Nhng gii php cho h thng phi hi thng tin t khch hng cng ty hiu su sc hn v th trng. -Ngi vit cng thit k nhng im mu cht trong chin lc xm nhp th trng cho cng ty trong ba nm 2013-2015 t kin thc, kinh nghim ca bn thn. Tuy kin thc, k nng, kinh nghim c nhn ca ngi vit c hn nhng ngi vit vn mong bi bo co s ng gp nhng gi tr thit thc cho cng ty. Chc qu cng ty thnh cng hn na!

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