Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

TRNG I HC KINH T TP.HCM KHOA KINH T PHT TRIN

----------

GV : Th
N 2

i h

1. g Nam Quang 2. Th h u u h h u g Th Ng g u h g h

T1 T1 T1 T1 T1

Cng ty TH True Milk

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

MC LC
I.
I.1. I.2. I.3.

TM NHN S MNG MC TIU ........................................................... 4

Tm nhn ca tp S mng ca tp Mc tiu ca tp T ............................................................................................................ 4 T ............................................................................................................. 4 T ............................................................................................................. 5

II.
II.1. II.1.1. II.1.2. II.2.

PHN TCH MI TRNG BN NGOI..................................................... 7

h t h g h ............................................................................................................................. 7 ................................................................................................................ 7 ............................................................................... 12 h t h i th h tr h ........................................................................................................ 21

II.2.1. Tng quan v Vinamilk ............................................................................................................... 21 II.2.2. II.2.3. II.3. h t h i tr g v ..................................................................................................................... 29 V T ............................................................................ 31 ................................................................................. 36

II.3.1. Ma trn EFE ............................................................................................................................... 40 II.3.2. Ma trn CPM .............................................................................................................................. 42

III.
III.1. III.1.1. III.1.2. III.2. III.2.1. III.2.2.

PHN TCH MI TRNG BN TRONG (TH TRUE MILK) ................ 43

h t h hi hi ti ....................................................................................................... 43 .............................................................................................. 43 .................................................................................................................. 44 im m h v i yu h ghi p ................................................................................ 44

.................................................................................................................................. 44 u ..................................................................................................................................... 48

III.2.3. Ma trn IFE ................................................................................................................................ 50 III.2.4. ................................................................................................................................ 52

IV.
IV.1. IV.2. IV.3.

XY DNG CC CHIN LC TNG QUT ......................................... 57

tr Ma trn chi T ............................................................................................................................ 57 Ma trn SPACE........................................................................................................................... 58 c chnh (Grand Strategy Matrix) ..................................................................... 61

V.

LA CHN CHIN LC PH HP ......................................................... 66

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

I. I.1.

TM NHN S MNG MC TIU Tm nhn ca tp on TH

Tp on TH mong mun tr thnh nh sn xut hng u Vit Nam trong ngnh hng thc phm sch c ngun gc t thin nhin. Vi s u t nghim tc v di hn kt hp vi cng ngh hin i nht th gii, chng ti quyt tm tr thnh thng hiu thc phm ng cp th gii c mi nh tin dng, mi ngi yu thch v quc gia t ho. Th g qu h g g tuy b tr g t h h, th thy tp T t tiu tr th h h s xut th ph h g u hi v tr tr s t th tr g i t N v s ph s h gu g thi hi iu y h thy g h gh h t g h ghi p s g h s xut th ph s h, hi ti s t i v s ph t s th g hi u T True i k , vi t h tr g tru g v i h s hi h th tr g th ph s h ti i t N v x y g th h g th g hi u th ph bit kh g h tr g tr t u g thi T g r yu t h h t g ty s g t r gi tr g ty s u t tp tru g, i h h s xut v s h t g, g gh v g g g gh hi i v tr g s xut I.2. S mng ca tp on TH

Vi tinh thn gn gi vi thin nhin, tp on TH lun n lc ht mnh nui dng th cht v tm hn Vit bng cch cung cp nhng sn phm thc phm c ngun gc t thin nhin sch, an ton, ti ngon v b dng. Th g qu h g g tuy h kh h h g T h u v th ph kh g h s h g gu h ghi b tr g s g h, tp T x h g i tiu g i t N , h g g i hu h, t i g b g, b g t g ht p th ph v g t h v s g h, T

Nh xt: Nh vy, qu h g g u r tr True Mi k x h v s u: Mc tiu

g u th tr ng Vi t Nam v thc phm sch Xy d g th g hi u thc ph c bit n khng ch tr g Cng ngh sn xut hi i u t i h h s h tng v cng ngh

c m trn th gii

Cc yu t ch cht

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

I.3. -

Kh h h g: Ng i tiu dng Vi t Nam-c nhu cu v thc phm s h, t v b ng Ngnh ngh: Thc ph t i sch. Th tr ng: Vi t Nam Trit l: n lc ht mnh Hnh nh: g gi vi thin nhin Mc tiu ca tp on TH tr th h tp u th tr g s t iv

i g

Mc tiu chin lc: T 2015. M t u o n t u 1 , T True 1 , TH True

i k s t h thu ik h thu s

t 1t

Tng trng v th trng g v r g ph kh th tr g h h kh h h g thu hp , g thi t ki r g th tr g s g kh h h g thu hp tru g v thp TH true i k kh g h tp tru g v th tr g h T , Ni tip t r g th tr g r tt t h tr g thi gi ti tt g i i t N u iu ki tip s ph s s h g h s ph : kh g h u g p s t i s ph kh h s t i b su g g ht, s hu , ke , b , ph i, s ph s h h r u t i s h, th t b t 1 i ti i t N v 1

Tng trng v th phn: hi th ph s t Tng trng v quy m doanh nghip

u t s h t g, hp khu y huy y hi i, r g quy tr g tri T true i k y i h th g h y s xut Ngh vi g sut t s g y, h th g h y y s x y gh thi v 1 vi g sut tri u t , hi i ht g N T gs g b v 1 T u i 1 , tp T tip t r g g i h g, g thi u t hi i h h th g h g ph ph i T true rt khp t h th h t m m phn ph i TH True Mart trn phm vi ton qu n 1 T g g t h hi u qu b y qu , i g b h g g y g huy ghi p
5

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

M t u x y ng t ng Tr th h th N v s Tr th h th g i i t ph vi ht g hi u ph t g hi u N th gt i

u h, s h h g u g i tiu g i t i s h i h g uy t kh h v g ti y vi i g qu hi ghi u, pht tri hiu g s u

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

II.

PHN TCH MI TRNG BN NGOI nt ngn

II.1. P II.1.1. -

c im kinh t ngnh

T p n

th ph s tr g g hiu g ty h tr h i g b h th ph y Tuy hi hi u th p hi y i i k vi th ph v kh g ( 1 i ik th ph s u g the ), k ries pi Vietnam LTD tr y ut h y iet ever ge t hi g th ph y h h h i i th h tr h ht i vi T True i k v th tr g s u g

v n tr n h, s ph ph r g ph

th g h s kh g ph ph i vi h tr h g h trn t qu .

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

T l p

t tr n t trng

M c cho tnh trng t kh t g hu ht cc ngnh cng nghi p ch bin, ring ngnh sa v n tip t t g tr ng t t vi m t g 1 , B g th g b th g). The b ki g h s bi t s u g s , s bt ph v s u h s t t t g tr g kp (CAGR) v kh g .5 y t t g tr g kh , h thy ti g t g tr g g h, tuy hi iu y g t bt i h h ghi p hi ti khi t g tr g g h thu h t h ghi p kh gi hp g h, v i h h T True ilk.

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

S lng ng

u v

Th tr g s u g t th tr g y ti g vi hu u g y g t g kh g h v g v ht iu ki ki h t pht tri g vi h g h h s h pht tri g i h Hi n ch c 20g i dn Vi t Nam u ng sa theo th ng k ca FAO.

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

n p

h i i th ht T True i k i i k h y ut h y u h th ng phn ph i ring ca mnh.Vinamilk hi n c h th ng phn ph i ring vi 1 im bn l trn ton qu N K, 1 Tr g khi ut h y i t Nam hi g h th g ph ph i sn phm c h b g h 1 h ph ph i v 1 im bn l (Dutch Lady, 2009). Nh vy th thy i th T True Mi k u hi hp v ph tr tuy hi i i k v ut h y u h tht s hi hp v ph tr khi gu guy i u h yu v ph thu v guy i u hp khu, y h h hi T True i k phi bt Hn t p np i vi g h thu ph h th h s th h th g ph ph i g v i tr qu tr g tr g vi t g ti g ty u ht g ty tr g g h s u g ph ph i s h th g qu k h: k h b i , tp h h , k h ph ph i g siu th , tru g t i h g v s kh e v k h ph ph i kh t tr n ng ng s xut g i h ,

T p

i vi g h sa s i h i v ht g thit b y h g t pht tri g gh i vi h th g y , thit b i t v t s i ti g y h h g s ph g h S t

Th tr g s u g i t N kh g v h hi u tuy hi v h g i th h tht s g khi s ph b g i s , s bt (kh g phi s bt g th v s u h Tr g th tr g s s th gi h tr h th ph hiu h ghi p h g i b gi h yu bi i i k v ut h y y h h t th h th kh g h ho TH True Milk. nng tn ung l t n t t o quy Theo k hoch, t g b a cc trang tri i i k n cu i 1 t 9.500 con. T True i k r s b g gu n cung cp sa chnh cho TH. Thm ch FrieslandCampina Vi t Nam (sa Duch Lady - C gi H Lan) cn ln ti 33.000 con. i quy s xut hu ht h ghi p g h s u t g i th the quy C t n p n t v vn v ro n tp trung t n t t

10

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

t tr g g h s v u t i h i h g kh g phi tp tru g h u t s xut u t h ghi u pht tri v u t h rketi g qu g , khuy i, hi ph h ph ph i, y yu t h ghi p u gi hp g h ut h h ghi p g phi i vi v t i h h th xy r tr g t, h i u h thu thp g i tiu g th g h th y i thi que tiu g h g h th hiu. Tt t t r ki h t h h g h ghi p u gi hp g h M l n un i hu T v 1 , h i hu g h s i h ghi p Ng h s g h g siu i hu u t t h g ngnh s i t N t g , s vi hu 1 , 8 , 1 ,8 , 1, i kt g t r gi s v siu i hu

11

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

h thu T True .

i k th t 1 t

s u

, khi i

i k s

II.1.2. nh tranh v s c mnh p lc cnh tranh h h p h tr h ( M. Porter)

12

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

t t i h i v vn

nng (New Entrants)

i vi h g h ghi p u gi hp g h th yu t v v g t v g u t ht vi tr g g h s t r gi hp g h kh , i h i v hiu h s xut, ghi u, qu g b v bi t ph ph i s ph . hc bit ha sn phm i y khi s ph h ghi p s i ti g h inamilk, Dutch Lady, Nestle, Abbot h g tr g g g i tiu g vi h g g s ph tr g g h t th ph h th i h i h ghi p i phi h g , u t h v t qu r y. Tip cn knh phn phi h ghi p s hi y i tN hu ht u t h th g ph ph i r g khp v huy ghi p vy h g h ghi p i khi u tip k h ph ph i y s phi t hiu hi ph h Nhn din thng hiu Tr g g h s yu t th g hi u t yu t rt qu tr g, h h g kh th ph g ty, t t g h thu v i hu h ghi p i vi h g h ghi p u gi hp g h th u h i s th t g th g hi u, gi h s tru g th h g i tiu g t t y h g g kh tr g g h kh g h g tr i EOS g h i g h s xut kh yu t th hi r tr g g h s i t N khi quy s xut t g p tr k vng i vi h i g g hi gi th ph hi y i i k v ut h y th vi u x hp g h i vi h ghi p kh g h g khi i ik ut h y u gu v v v t i s th hi h h vi p tr g h thy ht i i k vi ki h ghi u v ti t g vi th g hi u x y g v g h v s ph th rt g th g y kh h bt h ghi p u gi hp th tr g.
13

i hu ki h t th y i the quy , hi ph s xut s xu h g gi

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

N n x t h vy th g h thy yu t v , k h ph ph i v kh g h i th g hi u t tr g h g r ht i vi h g h ghi p u gi hp g h s h th th tr g i t N g b th g tr bi i i k h g h ghi p u gi hp g h g hu b tr s p tr g y t n t (Competive Rivalry)

Hin trng cc i th trong ngnh Hi n ti th tr ng sa Vi t Nam c quy m khong 3 t ng, vi nhiu nhn s h : Vinamilk, Friesland Campina Vi t N , i k, t Milk, Long Thnh Milk. Tr g , i i k hi g him th phn ln nht, vi nhiu phn khc th tr ng, 1 s th phn g h c quyn. M h th, h g gu n nguyn li u ca Vinamilk hi n ch p ng 25% hot ng sn xut (t b tr g tri v thu mua ca cc h gi h i i k v g gng gi vng v c g g gi t g th th phn. Ro cn ra ngnh i vi ngnh sa, th chi ph v n i h i b u ln. Ta c th t h h s u: t con b cha c gi t 20-30 tri u ng, v cn t nht 1m2/ b sa. Bn c h , b sa l loi c h s hu h u i b g i h i h th g t i mt t t, chu ng tri h p l, vt sa t ng. T , t thy r r g, c quy m b t hng chc con b tr ln th v u t phi kh ln. Khng ch th, g u t v h th ng nh my, my mc x l v bo qun s t i th nhn thy, cc loi my mc tr u rt kh chuy i. Tt c cc yu t tr to ra 1 ro cn kh ln v v n. hc bit ha sn phm Nh p tr , tr th tr g s hi y rt g v h hi u g h h g i khi g ty hu h u g s ph ri g h Tuy hi g kh g t h g g s ph gi g h u h ghi p h s t i, s v , s u hvv h ghi p hi y u r s t g h g g s ph tr g h h ghi p h. Nhn din thng hiu y kh g h v i vi h g h ghi p i vi h ghi p i gi hp g h i vi h g h ghi p v g h t tr th g h thy th tr g s i t N b th g tr bi h g i t que thu h i i k, ut h y, Nest e, bb t, y h g h ghi p g b kh u vi th tr g v i v ti th g i tiu g y h h t tr g h g p

14

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

h g h ghi p khc u gi h y th ph khi th g hi u g t v g u t hi ph chuyn i

tr

g g h s , yu t

hi ph huy i s ph i vi g i tiu g hu h kh g h g rt thp g i tiu gh t th huy i s ph s h iu y g t g p h tr h gi h ghi p. T ng trng ngnh Ng h s tiu g s t t g i g ty tr g

u g

t tr g h g g h t t g tr g t t hi y khi hu u th g y g y g t g Tuy hi g u i g h t g tr g h v i hu h g g i h i phi th ph p h tr h kh g h h u t u hi gi tr h gi h th ph i g b h b b y v uy tr t t g h vi t t g tr g g h h, h ghi p g v v yu u v t g tr g , i h ghi p hi ti phi th t hu h u t

N n x t Nh vy i vi i th hi ti tr g g g h thy p t yu t h i th g hi u, t r r g h Th v g h s t h h g i i h i phi th ph t g i p kh t v h tr h gi h th ph Nng l p

n n ung ng Bargaining power of Suppliers) h yu v ph thu guy i u u

i vi th tr g s i t N th gu guy i u u v v guy i u hp khu t g i v hi kh g h v h g h s (the b bub k 1

15

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Th ng k th tr ng nhp khu sa v sn ph KNNK T5/2012 KNNK 5T/2012

th g ,

th g

1 ( VT:USD)

KNNK 5T/2011

% +/- % +/- % +/KN T5 KN KN so so T4 T5/2012 ng so T5/2011 -16,31 -1,63 37,80

Tng KNNK Niudiln Ho

87.417.986

450.329.078

326.787.518

16.490.574 13.745.238 10.397.928 3.913.931 8.577.528 4.851.163 4.030.043 3.157.949

113.037.022 57.110.098 56.588.028 29.117.223 24.853.492 22.022.102 21.195.578 17.241.746

96.918.433 82.921.059 36.360.014 5.498.985 10.057.504 11.422.205 1.897.611 4.548.994

-53,74 16,99 -21,48 -21,76 29,75 91,43 -13,61 7,47

-36,17 -35,34 36,28 152,57 345,81 91,12 2.382,49 239,68

16,63 -31,13 55,63 429,50 147,11 92,80 1.016,96 279,02

H Lan Php Thi Lan Malaisia n M Ba Lan Oxtrylia Hn Qu Ty ban Nha Philippin :T

1.967.230 2.368.891 847.238

8.214.427 6.966.191 4.248.442

10.353.455 21.345.287 3.322.488

79,68 213,98 -14,55

-23,93 -77,15 4,28

-20,66 -67,36 27,87

819.930

3.797.904

3.702.483

157,38

599,95

2,58

93.864

1.659.504

1.741.893

-79,24

-76,16

-4,73

16

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

u b g th g k tr th thy New e , g gu guy i u h g u h g h s i t N

K ,

u g

i vi gu guy i u tr g , h yu u g p t h u i b s u i the quy h gi h g t h h v thiu huy ghi p Tuy hi xu h g hi y quy h u i b s g huy s g h h tr g tri khi h ghi p s bt u hi hp v ph s u Tiu biu l s xu t hi T True Mi k vi gu u g p s h yu t u t tr gi 1 t v h th g h u i b s ti t h Ngh the quy tr h khp k , u i the h h tr g tri vi s g b v kh g , vi g gh h u i hi i, gu th x h i th h h i i i k v ut h y g h th g tr g tri ri g h T h n ngy 30/06/2010, cng ty TNHH mt thnh vin B sa Vi t Nam trc thu i i k g qun l 5 trang tri h u i b sa vi quy m ln, hi i Tuy u g, h nh, Ngh , ng v Thanh Ha. T g b a 5 trang tri hi n nay l 4.064 con. h h ph g k h h pht tri gi t g s g b v s g s tr g h h h s ph thu g h s v gu guy i u g i hp ht trong b i cnh gi sa th gii ngy cng bi ng, khng nh.

Nh ph t h tr , gu u g s h yu h g h s i t N ph thu h yu v gu u g t g i h New e , k , v t kh g phi t kh h h g h h kh g th g g hu h thp Tuy hi

17

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

TH True Mi k vi i s xut h t v gu guy i u s u g p t h h tr g tri h (hi hp s ph thu v h u g g gu guy i u s kh hu h kh g Tuy vy i T True Mi k u vi vi c la ch n phn khc th tr ng l s t i sch, th cc yu t u v h b sa v th h b g vi cng ngh tin ti m bo cht ng sn phm l quan tr ng nht, n quyt nh ton b gi tr ca sn phm. D hi n ti Vi t N h quy nh r rng v tiu chun sa s h, h g i vi phn khc ny th yu cu m bo cht ng sn phm l rt u khi tin hnh d n, TH True Milk hon ton ph thuc vo cc nh cung cp g i, guy h vi 1 c khng c truyn th ng nui b sa truyn th g h i t Nam th cc nh cung cp u vo cho ngnh s g 1 v i tr rt quan tr ng, c v cng ngh l n gi ng b, c . Ti Vi t Nam, phn l g i nui b sa phi nhp khu c t M h ng cht i h ng trong c ny l h rt nhiu so vi c hi n c ti Vi t Nam, gip nng cao s ng s g k, TH True Mi k g b i t g t vi gu th h b ti g tri h ghi p hi ti v hp khu t Israel v M . Gi nhp c 260 USD/tn, vi hi ph h vy, s y gi thnh sa ln cao, v lu di khng phi l mt bi n php t t, c bi t i vi phn khc ngnh s T True i k g la ch h ghi p phi h g hi h p h bi php th y th b g gu guy i u tr g . th T True i k t sn xut th h b bng cng ngh cao. Hi n ti T True i k h th ng tr g g , gv c vi gi ng c ch yu c nhp khu t M . Theo ng L Khc g Ph gim c ph trch nng nghi p ca trang tri cho bit vo cu i 1 gu n th h ng c th n 95%. t s np t y t Threat of subtitute products) x h r ph kh th tr g h ph kh s t i ti t tr g v h g c th l sn phm b su g i h ng thit yu nn p lc ca sn phm thay th kh khi tr th tr g hi y g rt g v i th ph i h g th TH True i k g phi th tr h g s ph th th y th h g s ph h h : hu u h i h g kh . g

*Ph mai u v ke *C th ph

18

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

hi ph huy i gi i s ph tr i vi g i tiu g t g i thp v i s ph y u ph bi r g ri tr th tr g th g ti v i s ph ph h r r g, tr s ph h ghi p t tui, khi h g i u t hi ph t ki th g ti h g hi ph y kh thp iu y khi h p h tr h t s ph th y th kh kh G y th tr g s tr th gii bi g gi i t v g h s s i i ph thu kh hiu v gu u g g i th tr g tr g h h g, gi s ph g h s xu h g t g khi g i tiu xu h g t ki s ph i h g th y th kh g h huy s g s ph tr g th thy yu t gi h h g kh h g i tiu g. S n t ng lng ng u rg n ng pow r o usto rs hch hng l Cc khch hng tiu ng ca sn phm. g tr tip, c kh g g y p c ln cho cc cng ty v cht tN gb g g tiu quyt

Hi n ti cc sn phm sa rt ng v c th thay th cho nhau. Cc cng ty phi cnh tranh vi nhau bng cht ng, s ng ca sn phm, sc m h th g hi u r i mi n cnh tranh bng gi c. ht lng Xt v cht ng sn phm hi n nay th trn th tr ng Vinamilk v Dutch Lady l nh g th g hi u h gi v cht ng sn ph , tuy hi th g hi u sa T True i k g t trong nh g i th cnh tranh n ng k vi dng sn phm s t i t b sa nui ti Ngh An m khng sa dng sa bt nhp khu. c a dng ca sn phm TH True Mi k hi h g u s s Vinamilk: 1 s ph s guy vi i 18 v 11 h u i ng. ht , s t g, s g, s

i kh

Dutch Lady: Dng sn phm s t c mnh thng hiu

i gi hp th tr g 11, tr g khi i th h h i i k nhn hi u sa hng u Vi t Nam, th h p t 1 , c uy tn l v t nhiu gii th ng, FrieslandCampina Vi t Nam th h p 1 , vi h h h gi que thu
19

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Gi Gi s kh g TH True Milk hi kh g i th h tr h tr th tr g, s vi s ph g i i ik h

Nu xt v gi, s t i T True i k gi b h s vi cc nhn hng s kh vi ht g s ph g h h g h h v gi h i th kh T True Mi k phi th tr g v g i tiu g th huy s g tiu g s ph th y th kh Hi n ti cc sn phm khc c T True i k h t trn th tr ng, TH True Milk hi n ch c sn phm s c l c 4 hp 180 ml v 110ml. Lc 4 h p 180ml Lc 4 h p 110ml

TH True Milk Vinamilk Dutch Lady M c Chu Nuvita Fristi iu y

26500 25000 24500 24500 22500 17000

TH True Milk Vinamilk Dutch Lady Fristi Mc Chu Ba V 100% h T True

17000 16000 15500 12300 16000 16200 ilk.

gi t g p gi

gi th h s ph

Nh phn phi Cc khch hng trc tip h : i l phn ph i nh l, cc trung t i h g, v bi t k h ph ph i hi i g y g tr ph bi hi y siu th hi i h Co.op Mart, Big C, Maxi Mart, Lotte, c kh g t g n quyt nh mua hng c g i tiu dng. Nh vy, c cng ty s tr g v i c quyn ca cc hng s c ngoi phi c h tr h c nh g im phn ph i chi c, ch yu thng qua chit khu v hoa h g h i l bn l v im phn ph i h tru g t i h ng, b nh vi n, nh thu c, c th gi h c sc m h g k tr c cc hng sa, v h c th t g n quyt nh mua sn phm sa no ca cc khch hng mua l/cu i g th g qu t vn, gii thi u sn phm.
20

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

h k h ph ph i b g i, tp T u t v pht trin mt knh bn h g t chun qu c t gii thi u ring cc sn phm ca Tp T , hu i ca hng thc ph t i sch TH True Mart. Ngoi vi n mua hng ngay ti TH True M rt, g i tiu dng cn c th t hng trc tuyn trn trang web www.thmilk.vn v nhn hng ngay ti nh mnh. II.2. P P nt nt t n tr n i th hin hu

Hi n ti Vi t Nam c khong 23 doanh nghi p cung cp sa ra th tr ng, tiu biu h i i k, ut h y iet , Nutif , i i k, M h u Sn ph c tp trung chnh l sa bt, s c, s c v s hu tr g Vinamilk l cng ty ln nht vi kho g h th phn, Dutch Lady vi khong 28% th phn, phn cn li thuc v cc cng ty nh h v sn phm sa cao cp nhp khu trc tip. N g phi i m t vi s c h tr h g y g g y gt c th g hi u p g i h bb tt, e h s , ut h y g thi, kh g t g ty tr g g th gi v u u th ph Ni bt nht T Th ph s T T True i k , t g ty tr g u t tri u v h u i , b sa. nt i th ti nng

Th tr ng s tr g c c th duy tr t t g tr ng cao trong nhiu ti v hi n ti mc tiu th s b h qu u g i ca Vi t Nam v g mc thp so vi khu vc Mc tiu th sa trung bnh ca Vi t Nam hi n nay kho g ,8kg g i t g gp 12 ln so vi nh g u thp nin 90. Theo d bo trong thi gian sp ti mc tiu th sa s t g t 15t g the thu hp bnh qun) Tuy nhin cc ro cn ca ngnh h h ng khng nh g ty, bi t l v k thut v v Tr g t g i, inamilk s phi i m t vi hiu i th mi n t c ngoi do nn kinh t th tr ng m ca v s v t tri v m t k thut v v n. i th la ch n ph t h i i k. II.2.1. Tng quan v Vinamilk M t u c tiu ti chnh

21

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

T i h gi tr u th gii vi

g, h thu t

1 , tr th h 1 tr

h ghi p s h g

c tiu chin lc g v pht tri h th g th g hi u h, th g hi u i i k tr th h th g hi u uy t v g ti y ht v s ph i h g i vi g i i tN . r g s g th tr g tiu i gii kht t t h s kh e g i tiu g ty h ph th ph . g ty. t vi t h h g v s u g. r g th ph ti h g khu v ik

V th hin ti ca doanh nghip th ph i h g b vi th tr g, th i i i k hiu rt r t tiu g g i i t N g h i g h s i tN h h h g iu gi p h i i k hi u th tr th tr g s i t N hi y, u th tr g vi th ph hi v kh s ph v s v bi t hi gi th ph g h tuy t i t v i ph kh s ph s h : s 8 , y urt t i h h v b g th thy i ik t h ghi p h t g t t tr v qu vi h thu v i hu t g tr g u h g g hiu

22

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

h , v huy g v

g ty v th t i h h v v , h h t g u t h

g ti

t,

g ty

i h

Quy m Hi n ti g ty hi h h v ph g b h g, 1 h y g h t ng, 3 nh y g x y ng, 2 x nghi p kho v v 1 ph g kh kh t ph ph i g ty 1 8 i v h ph ph i tr

23

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Ng i r , h gu u g guy i i k, h thy t h h g i

i u s tr g i u g p h i k h u g g s tr g i ,

24

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

vi t guy

h h g h vy h i i u u v t gi t g kh

i k i th tr g vi ki g h tr h g ty

s t gi gu

Ni m tin v gi tr ct l i ca cng ty Gi tr t i Chnh trc: Lim chnh, trung thc trong ng x v trong tt c cc giao d ch. Tn tr ng: Tn tr ng bn thn, tn tr tc. H p tc trong s tn tr ng. g ng nghi p, tn tr ng cng ty, tn tr ng i

Cng bng: Cng bng vi nhn vin, khch hng, nh cung cp v cc bn lin quan khc. Tun th: Tun th lut php, B quy tc ng x v cc quy ch, h h s h, quy nh ca cng ty. c: Tn tr ng cc tiu chu c thit lp v h h ng mt h c Ni ti , trit ki h h Vinamilk mong mu n tr thnh sn ph c yu thch nht m i khu vc, lnh th. V th cht ng v sng t g i b ng hnh ca Vinamilk. Vinamilk xem khch hng l trung tm v cam kt p ng m i nhu cu ca khch hng. Lun th a mn v c trch nhi m vi khch hng b g h ng ha sn phm v d ch v, m bo cht ng, an ton v sinh thc phm vi gi c cnh tranh, tn tr ng c kinh doanh v tun theo lut nh. => Xe tr g ht g v s s g t , s ph h tr g ht g

25

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

cu t ch c: cu tr

the

u m L i th theo qui m Phn cng trch nhi m r rng Kh ki g vi k gv to g i vi tr g qu i k_b u tr g gii quyt v phc tp to su v pht tri k

N m Phn ng chm vi s th y i Kh ph i h p gia cc ch g

nh o h t h hi g qu tr t g i ki h ghi hiu ki h ghi vi i ik i Kiu i : g g h s . g i g b u h ghi p,

26

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

t g i qu i , ph g h vi g cao nht, cng vi s sng to khng ng g, i the i

ng ht mnh vi gh , , kh g

N , b i Nh c phong t g hh g ng thi k i mi. Thng 2/2012, b Lin l n doanh nhn Vi t Nam duy nht vinh d c tn trong t p N doanh nhn quyn l ht chu do tp ch ni ting Forbes bnh ch n.

Nhn s th i v t h s, i i k s u t rt h t h s g ty, t h tuy h h i g h h vi g ty g s u t tr g vi t ki ki gu h h g ty th g qu h t g t i tr h b g, tuy h v i th u h h si h vi h v g h s ti Ng S mng i milk cam kt g n cho c g ng ngu i h ng t t nht, cht bng chnh s trn tr ng, tnh yu v trch nhi m cao ca mnh vi cuc s g v x hi Tm nhn Tr thnh biu t ng nim tin s mt Vi t Nam v sn ph phc v cuc s g g i c i h ng nht g i

ng v sc kh e

Vinamilk thu mua gn 50% ngu n sa nguyn li u tr g c, vi c ny gip cho cng ty ki s t gi sa cc nng tri. Vinamilk l mt trong nh g th g hi u uy t v c gi c phi h g ht trn th tr g sa hi n nay. Ni m tin vo cht lng sn phm v tnh cm ca ngi tiu dng Hai g y i i i k u tr t g1 o h hi u H p s u tr tu & Do n ng p v v n V t N
i G tip th

2006

S u Cp Hng V t N v uy tn
T p1 g i tN ht

t lng

C n t 1995 - 2009 2009

Th

g hi u

th h ht

8-2009

i G gii ph g p giy h g h v p 27

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2 T p 1 Th g g i tiu g th h ht N g hi u uy t i

2010 2011

AC N N- x ti T

Trusted Brand 2011-Th

ng ngh

thut

Quy trnh sn xut s t i vi sa ly t b nui bng c t nhin, khng dng phn ha h c v khng tim thu kh g si h, s u c ch bi , g gi tr y huyn cng ngh khp kn theo tiu chun qu c t. H th ng my mc thit b hi i v c kim sot ch t ch theo h th ng qun l cht ng theo tiu chun qu c t ISO 9901: , g ty h g u th gii chng nhn. N 11, i i k t g v g T p te Th g hi u i t g g K KT TT N -N ht tri Th g hi u i t tr t g Nghin c u, ng d ng khoa hc dinh dng Tr g pht tri , i i k lc xy d g i g huy gi i h ng dy dn kinh nghi c to to Ng v kh g ty g x y d g c m i quan h h p tc tin cy vi nhiu i t i h ng nhm h tr nghin cu v ng dng thnh cng nhiu thnh tu khoa h i h ng ca th gii vo cc sn phm c i i k Th g 11, i i k th gi C trnh k k t h p tc qu c t v nghin c u v ng d ng khoa hc dinh ng vi i tc chu u bao g m Tp Thy ; Tp z Thu v Tp hr se Mch). M r hi ln cho Vinamilk, nng tm nghin cu v ng d g v h vc: khoa h i h ng vi cht v vi sinh. Li th v quy m v kinh nghim Vinamilk th hp v th tr g s i t N h , vy g ty hiu r h phi g p g th hiu g i g ty s xut r hiu h g i s ph kh h u g vi i th h quy xt v gi tr t i s , th ph v g s xut h h yu t qu tr g ht t s kh bi t gi inamilk v i th h tr h kh i ng qun l g ty h gi bi bi i g qu ki h ghi , bi t b i Kiu Lin - Ch t h T ki t g gi truyn c h g v h h g g pht trin c N tp h rbes xp v tr th tr g h s h 50 n doanh nhn quyn lc nht h u qu , 1 tp ch Corporate Governance Asia (Tp ch Qun tr Doanh nghi p (DN) Chu ) - mt tp ch uy tn v qun tr DN, tr s ti H ng Kng (Trung Qu c) vinh danh b Mai Kiu i " h o DN xut sc Chu ". Ti 1 , b tip t c tn nhi m bu lm Ch t h T
28

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

ki T g gi c nhi k 1 -2016. Tnh minh bch trong qun tr doanh nghi p c N h gi rt , y g khi phiu N c cc nh u t , c bi t l cc nh u t c ngoi rt hung. hi ph bn hng Khi i i k kh g th t g gi b b v hi ph gi v n th c g ty bu phi ct gim chi ph ti mt s h g kh , iu y gii v s t tr g hi ph b h g v hi ph qu h ghi p tr t g h thu g y g gi i

II.2.2. hin lc hin ti the c tiu ca cng ty l t i h gi tr ca c c pht trin kinh doanh da trn nhng yu t ch lc sau: Cng c , xy dng v pht trin mt h th t t nht cc nhu cu v tm l tiu dng c g v the ui chin

g th g hi u cc m h p ng g i tiu dng Vi t Nam.

Pht tri th g hi u i i k th h th g hi u i h ng c uy tn khoa h c v g ti y nht vi m i g i dn Vi t Nam thng qua chi c p dng nghin cu khoa h c v nhu cu i h g c th c g i Vi t N pht trin ra nhng dng sn phm t i u ht h g i tiu dng Vi t Nam b t , x y g, g th g hi u hi ti u t rng sn xut kinh doanh qua th tr ng ca cc m t h g c gii kht t t cho sc kh e c g i tiu g th g qu th g hi u ch lc VFresh nh p g xu h g tiu g t g h h i vi cc m t h g c gii kht n t thin nhin v t t cho s kh e g i r g, h v ph kh i th g gii kht

T to ra chi

Chi

29

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Cng c h th ng v cht ng phn ph i nhm ginh thm th phn ti cc th tr ng m Vinamilk c th ph h , c bi t l ti cc vng nng thn v th nh . th ph hi ti r g th th y v

M r g ph vi h th g ph ph i h t g th th ph , i i k t s g s ph g ht hi b t th h qu

Khai thc sc mnh v uy tn c th g hi u Vinamilk l mt th g hi u dinh g uy t kh h v g ti y nht c g i Vi t N chim h t ht l 35% th phn ca th tr ng sa bt tr g v g ti. g hi u h tr h vi h

iu ny cho thy Vinamilk t g yu t th h g s bt g i, hi h th ph .

Pht trin ton di n danh mc cc sn phm sa v t sa nh h ng ti mt ng khch hng tiu th rng l , ng thi m rng sang cc sn phm gi tr cng thm c gi bn cao nhm nng cao t sut l i nhun chung ca ton Cng ty; Tip t g g u qun l h th ng cung cp; Tip tc m rng v pht trin h th ng phn ph i ch ng, vng mnh v hi u qu; Pht trin ngu n nguyn li u m bo ngu n cung s t cao vi gi c h tr h v g ti y i nh, cht ng

Ni h gu u g guy i u, h h ph thu v gu guy i u hp khu, hi i h h th g s xut h, x y g, u t th h g t h th g h y s xut h thy hi Vinamilk kh g h h th ph tr g g thi xu h g h g xut khu r th tr g g i h c chi c gi trong thi gian qua ca Vinamilk (v g p ng): S nh trong chnh sch gi

Bt chp cuc chy u i nhun ca cc hng sa ngoi, Vinamilk v n duy tr gi bn nh t gi 8 n nay. Hi n gi bn ca Vinamilk trn th tr ng ch bng khong 1/3 so vi gi sa ngoi. Vi gi sa hi n nay, Vinamilk chp nhn gim li ho b p t vi c kinh doanh nhiu dng sn ph kh h u chia s gnh n ng chi tiu vi g i tiu dng, ch khng l . h h s h t tin h c cht ng t t h
30

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Khi sn phm hi n ti c gi tr nh v tr g t tr g i tiu dng cao th vi c nh v sn phm mi hon ton thun l i. Mt lot nhn hi u c i i k c nng cp h : ie ie ph sa non colostrum ca Vinamilk, Friso ln Friso Gold, Dumex thnh Dumex Gold. Chnh sch gi guy gi h g ht g h Cc sn phm c gi tr nh v thp th Vinamilk s dng hnh th nh v gi tr cao h h g gi guy gi in hnh l vi nh v dng sa ti t trng v sa chua. Chnh sch gi thu mua ca Vinamilk Ch tr g a Vinamilk l vng nhiu ng c , kh g th h , iu ki h u i t t h g vn chuyn xa th gi thp h ng thi u iu chnh gi thu mua theo ma v v tnh hnh gi sa th gii. II.2.3. hn tch im mnh, im yu ca Vinamilk N t N o n ng p ung Nh hi u i S n ph m ph ph ik n g g vi 1 i sp s kh h u

kh : s bt, s , ke , tri y, tr i : sa gim cn, bia v c ph moment.

S n xut vn hnh

uy tr h s xut khp k HACCP u 1 8 k h truy th i b

the T qu

1:

Phn phi

g v hi

i vi

h ph

ph i v

ph : ph g ph g t h g s v t s , pht tri s ph i ph h p hu u th t, g i tiu g ti g Marketing v bn hang G : h h s h gi h v h p tiu g i i, i gii, i t g p , p g hu u

h ph i : g i r g khp , i g b h g ki h ghi kh g ph t h th tr g i g qu b h g h g h v th v g
31

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Truy th g : i h h th qu g h truy h h, pht th h, b h , qu g g i tri, s g t v i t u h g h g : t h h t g v i h g g, x hi h i ik t i g tr , th g i p s t i guy ht 1 thu h t g ti kh h h g T tr ng chi ph qu N tr bnh khong 2.4% s vi 1 Tng chi ph T tr h thu s 11 ng trung

g hi ph b h g tr h thu th t g t 8 11 1 , tru g b h gi i n d kin khong 9% (so snh vi t tr ng 2 con s nh g tr c). huy gi i h ng dy dn kinh nghi c to to Ng v kh trnh k k t h p tc qu c t v nghin c u v ng d ng khoa hc dinh ng. iu 1 t N u i 11 u v n ca VNM ch yu c ti tr t ngu n v n ch s hu, nn cc ch s thanh ton ca Cng ty kh t t. Cc ch s :

Nghin cu

Sc mnh ti chnh

+ Thanh ton nhanh: 1,42 + Thanh ton hi n hnh: 2,47 + Tng n /V n CSH: 0,31 + Tng n /Tng TS: 0,23

T chc

The h h th Ki h ghi quy h u h u 1

g ty ph i Kiu i t p h h rbes , h h ghi p xut s

Ln o

Danh mc ngnh ngh

32

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

tr t n n t qu n N ung n g

1. Nht qun n i b Cc mc tiu c loi tr nhau khng h h s h gi p t mc tiu khng Khng

Cc chnh sch c b tr l n nhau khng 2. S ph hp v trng hi ngnh khng

Cc mc tiu v chch sch c khai thc t t Cc m tiu v h h s h i ph

c thch thc trong ngnh khng i tr ng khng

Thi im ca mc tiu v chnh sch c ph h p vi t h h h Cc m tiu v

h h s h p ng nhng quan tm x hi khng

3. S ph hp v ngun lc Cc mc tiu v chnh sch c ph h p vi ngu n lc ca cng ty so vi i th Thi im ca mc tiu v chnh sch c phn nh kh 4. Truyn t v thc hin Cc m tiu c thu hiu bi nh g g i thc hi n khng g th y i ca t chc

C s c g h ng gia mc tiu, chnh sch v gi tr m bo cam kt thc hi n khng

33

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

nng p

t tr n

T g tr ng cng ngnh

T t g tr ng ca Vinamilk hay Dutch Lady trong nh g qu t g g vi m t g tr ng ca ngnh, vi mc trung bnh kho g tr g gi i n 20052009). Ngnh sa ti Vi t Nam hi n c t t g tr ng nhanh v nh. Tuy nhin, cc cng ty trong ngnh phi r hi c c h tr h g x nh v th ca mnh trong ngnh. T g tr ng th phn h th ph g pi hi g i k v th th ph s tr g g hiu g ty h tr h i g b y Tuy hi hi u th p hi y i i k vi th ph v kh 1 i ik th ph s u g the , k ries iet T tr y ut h y iet ever ge t th ph y h h h i i th h tr h ht i vi T True tr g s u g

34

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

T g tr ng v kh

g huy ng v n

Gi i - 11 i thi k h g ki cho Vinamilk vi t t g tr g kp GR tr h thu t 8 v tr i nhu gp t ; h g t ng nht i hu r g NR vi t g tr g kp Tr g gi i 11-2016, chng ti d ph g t t g tr ng kp c h thu t v N T t 1 u v n ca Vinamilk ch yu ch s thanh ton ca Cng ty kh t t. Yu t ng g p c ti tr t ngu n v n ch s hu, nn cc

h g ty ki h ghi , t i g i g huy gi t ti ti v th g qu h g tr h h p t qu t i g b h g ki h ghi Tng s CBCNV kho g g i. Cng sut nh my : G y i i k quyt h u t y huyn cng ngh hi i h g u th gii hi n nay l ly tm tch khun nhm cnh tranh vi S t i TH True Milk. Sn phm ca dy chuy y "S t i 1 th h tr g Vinamilk" T h g ph t h tr th r t r h g i h v im yu i ik h s u: im mnh: Quy m to ra th phn ln hu ht cc phn khc sn phm sa v t sa. Vinamilk l mt th C kh M g g hi u ln, c uy tn. g h h g n gi sa trn th tr ng. i phn ph i v bn l rng ln.
35

C uy tn, s tin dng v yu thch ln trong khch hng.

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

C cc m i quan h i tc chi

c bn vng vi cc nh cung cp.

N g c nghin cu v pht trin sn phm t t.

im yu: Khu Marketing ca cng ty v n cn yu, d h t c mt th g i p hi u qu qu g b g i tiu dng v nh g im mnh ca cng ty. Nguyn li u phn ln v n phi nhp khu. Gi thnh cc sn phm t sa hi n nay nu h s s h vi c pht trin trn th gii v g m kh iu ny khin cho mt ph i t ng g i tiu g tr g c c th tip cn vi cc sn phm ny. Th phn l , th g hi u m h h g u so snh v gi c th cc sn phm ca g ty h t h nh tranh cao so vi cc sn phm khc. nt trng v P E S.T.E.L)

II.3. P -

C n tr Pol t s

i vi g h s th i tr g h h tr t g i h, kh g th h h y quy h h h s pht tri g h s iu y t hi h g h s i t N pht tri h c chnh sch h tr c Nh c: cc chnh sch h tr trong vi c khuy kh h h u i v h bin b s h g i nng dn t iu ki n cung cp nguyn li u u vo cho cc cng ty trong ngnh rt ln; cc chnh sch hot ng ca chnh ph trong vi h sc kh e, ch g suy i h ng, khuyn kh h g i dn dng s ci thi n sc kh e, vc dng, tr tu cho tt c m i g i c bi t l tr nh v g i gi; cc chin d ch u ng, pht sa mi n ph ca cc cng ty trong ngnh cng gp phn to nn mt th tr ng ti g h g h sa Vi t Nam. i t N gi hp T hi gi p h h ghi p s i t N hi tip gu u g guy i u s t g i vi gi r h khi h g r thu qu gi bt Tuy hi b h i h hi ph guy i u th h ghi p s tr g g phi ph g i guy v h tr h th ph tr s x hp v th tr g h g s g i
-

n t E ono

Ki h t i t N tr g gi i v qu 8- 11 hiu bi huy Tr g b i h h u h h g u kh g h g ki h t t u v bt v ki h t g y t g xu t g tr g ki h t i t N N 1 , t g tr g G h t 8 , t t g t 11 11 th t t g tr g G h 8 tr g khi t t g i ti 18 1 Tuy hi

36

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

the b th 1 t y s gi xu g h v h h s h ki h pht bt u pht huy t g v huy bi t h h tr g thi gi ti iu th hi t t g tr g G v h s qu :T T )

25 20 15 10 5 0 2005 GDP Tc tng CPI 8.44 8.71 2006 8.23 6.57 2007 8.46 12.75 2008 6.31 19.87 2009 5.32 6.52

kh g 11-1 khi ki h t s h g -2012)

2010 6.78 11.75

2011 5.89 18.13

2012 (d bao) 6 11.5

iu y h h g thu i h g h s i tN khi thu hp b h qu u g i b s t g tr g thi gi ti hu u tiu g s th s t g th tr g s i t N v t th tr g y ti g Tuy hi th tr g t gi h i i v i sut h v y tr g h g kh g h g y h h g h t g h ghi p s iu th hi bi g t gi h gh gi i -2011) (N 2006 = 100%) s g ph g v t gi th s g y i g ph g

37

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

T gi h i i tr g h g g y xu h g t g, iu y t t p kh hi ph u v h ghi p s i t N v gu u g h yu h ghi p y t g i h ph t h b trn. Tr X So l ki h t hiu kh kh khe h i vi s ph bi t ht khi tr th tr th g ti v s ph s g t e g h g thu h hi y th g i tiu g g y v gi , ht g g h th g ti g hi y tr gp h hi u s h h ht h e i e gb i h g tr kh h s xut kh h u v h g i tiu ph

Tuy hi , g h s

i ht h: , thi que tiu u s hi g s

s ph tiu g thit yu i vi g i s gi h h th h

Th tr g tiu th i t N v rt u t g s h h tr g v g v i ti, tiu th s v thp s vi th gii Th hiu tiu g huy s g

vi u th

s tr, t ti tr v i h g

hu g s ph

38

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

C ng ng T

nology

i vi g h s i t N th g gh s xut hu ht hp t g i, tuy hi i h ghi p i h g ph g th , b quyt kh h u ht g s g kh h u Tuy hi g u r g kh h h g hi y g h qu t hiu h v yu t ht g g v yu t i thi g gh s xut g gi p h chi ph h t g gi th h s ph s thp h tr g iu y g y t p h ghi p s ghi u t ti g gh i hi i h
-

y h

g hiu th g ti h t th ph Th h ghi p gi bt t g s h tr h tr th xut khi h ph u s

trng Env ron

nt

t yu t i tr g th i t N kh hu th u i b s gi g hi t i tuy hi ht g v s g kh g b g gi g i h h v vy h ghi p g h h gi h ti h h hp i g h i t i gi g t s gi g b g i i thi g sut g h ht g s Tuy hi iu h ghi p v h gi h phi b r kh hiu thi gi u g h hi ph h vi qu h s g h i t gi g b y h ph h p vi kh hu, i tr g i t N
39

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Ng i r , hi y h h quy v g i g rt h v b v i tr g, u h h ghi p s h th g x ht thi tr g qu tr h s xut th h gi h h i h qu t g h u t g h vi x ht thi tr g qu tr h h u i b iu y kh g h g y hi i tr g xu g qu h t g guy xut hi i b h kh g y truy P p lut L w Ng h s kh g h u hiu t g, h h g t ph php ut Tuy hi xu h g y th th y i tr g t ti khi ut gi i b h hv r t s iu h h i vi vi i yt gi b s hi y II.3.1. Ma trn EFE Vinamilk Yu t n ngo Trng s p h g i tr g s TH True Milk p h g i tr g s

C 1 Th tr g ti t g tr g R r v g h g 0.15 4 0.60 4 0.60

0.07 0.10

3 3

0.21 0.30

2 4

0.14 0.40

Ngu u g i s t g v s g 1 t 4.Mc tiu th s g i thp s vi th gii t t g pht s th gi tr g h g ti t 11.5% ) th g php ut v tr h h h

0.10

0.40

0.40

0.07

0.28

0.28

0.05

0.15

0.15

40

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

7.Thu nhp g i dn ngy g c ci thi n (4.7%-

0.05

0.20

0.15

8. Tr h nhn lc ngnh sa g y g c ci thi n do s xut hi n nhiu cc hng sa ngoi Nguy 9 T gi g i t t g xu h g

0.03

0.12

0.09

0.05

0.10

0.10

10 Ngu u g hi ti ph thu v g i (70%) 11 Nhu u tiu th s tr th gii xu h g b h TTT 12 Gi th h b s t g t g

0.10

0.10

0.10

0.01

0.02

0.02

0.03 0.02 0.07

2 2 2

0.06 0.04 0.14

1 1 1

0.03 0.02 0.07

13 Gi x g, i ,

14.Li vay cho hot ng sn xut cn cao ( 15-1 15.S xut hi n ca cc sn phm thay th ngy cng nhiu ( thc ph i h ng, thu c b,v.v..) 16.S gia nhp ca cc tp s c ngoi lm gia t g nh tranh trn th tr ng sau khi Vi t Nam gia nhp WTO

0.04

0.08

0.08

0.02

0.04

0.02

41

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

17. Ng i tiu dung d b tc ng bi thng tin truyn thng Tng s

0.04

0.04

.0.04

2.88

2.65

II.3.2.

Ma trn CPM Trng s 0.17 0.10 Vinamilk p h g 4 3 i 0.68 0.30 TH True Milk p h g 3 3 i 0.51 0.30

Yu t t n ng t n t th ht ph g ph g ph i s

Gi h tr h Ngu i u u g guy

0.08 0.12

3 4

0.24 0.48

2 4

0.16 0.48

rketi g, b h h h T i h h

qu g

0.15

0.30

0.45

0.05 0.08

4 3

0.20 0.24

2 2

0.10 0.16

tru g th h kh h h g N g s xut Th ph Ki h ghi qu

0.05 0.15 0.05

4 4 4

0.20 0.60 0.20

3 3 3

0.15 0.45 0.15

Tng s

3.44

2.91

42

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

III.

PHN TCH MI TRNG N TRONG TH TRUE MIL nt n l T True n t s kh bi t

III.1. P hi

i k the ui: h tr h v

III.1.1. hin lc xy dng thng hiu TH True mi k tr g h p i h h v p g hi x y g th g hi u ht g the h - er eive u ity y t tr g h g th h t qu tr g t G tr th g hi u - r quity y ph t h the kh h sau: Mi quan h gia Actual quality (cht lng tht) v perceived quality (cht lng theo c m nhn)

Ti i t N , u h i i k k th g tr th tr g s , k s u TH True Milk phi h r h h t g gi g i tiu g h t s ph kh bi t vi t t g t gi u tr i T True i k vi y rt t t b g vi hi h t s h Vi mt h g tr h qu g b i k PR nhn m h n yu t sa s h, T True i k phn no t c khc bi t ha vi nhng nhn hng sa khc trn th tr ng. ng thi, yu t s h g rt g gi i vi g i tiu dng trong thi bui m i g i u lo ngi tr c nhng v v v sinh an ton thc phm. t v tnh bn vng, nu mt th g hi u c cht ng theo cm nhn v cht ng tht giao thoa tuy t i vi h u, th g hi u i th y t khi g t hi th h g b u ik g g g t iu y b g t hi s ph ph h p

T true -

Tuyn b m t thu c tnh thu c v cht lng

th g i p truy th g T qu g tivi, b , p ster h y R u h h h h h v th g ti v tr g tri u i b quy ht g N ki r g tr g tri u i b th h b, b h t t v ghe h z rt the tiu hu u t Tuy hiu ki h g h h r g th g ti y b quy y h h 1 vt ht t ht T True i k g iu t s ph h s tht : T tr g tri u i gii th h h t s h a khch hng
43

To c cht lng theo c m nhn c li nht trong suy ng

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

iu T True i k g th hi g i hi gi h i th ti ph g ree tive i The , T True Milk tuy b t t h th g th g s ph s s i i k h y ut h y g s h h kh g i tr g s h h th vi phi tuy b iu y tr truy th g i h g T true i k i tr t b s vi i th h i ikh y gi v h g ty u ti tuy b h s s h Nh th qu h vi g y ti g v g v b truy th g tr g vi t s kh bi t h v h h h tr g t tr g i tiu g III.1.2. hin lc sn phm TH True Mi k h tr h ht gi h v tr u tr hi y h ph kh th ph s t i vi s ph : t i s h T true Ngu guy ik: i u ht g t tr g tri b s g gh h g u h u u g h ghi p s

xut h bi b g

S dng bao b ca Tetra Pak, tp Thy in chuyn sn xut bao b bng giy carton hi Nest , , i i k, if u g b b Tetr k. p h g h qu t t b g h g h g : i h s v v si h h tiu

ph T True Mi k t th ph t h hu s h.

g s g r g s xut h g s ph h bi t s t i, th hi u g p r u qu t i v i th ph s h kh h th t b, thy hi s , tr th h h u g p th ph s h, t v p h g i tiu g III.2. m mn v yu t h the qu o n ng p i v gu n l g ty hi

III.2.1. im mnh: ph - Ti s n vt cht

Tp T u t hv t h th g qu p v quy tr h s xut khp k , g b the tiu hu qu t t kh u tr g , x y g hu g tri, h bi th h b, qu th y, h bi v g gi, h kh u ph ph i s ph t y g i tiu g t tr g tri quy Ngh vi t g v Ng h g ht g N h h th h ti huy Ngh , t h u t 1, t The b Thi g - T g Gi g thi h t v u t t i h h , th tr g tri i t h
44

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

he t y hi g u i g, h s th h g b gi g hp g i h t t New e , vi g ki 1 , b s 1 v s gu guy i u u v i h y h bi s hi i g ty T th t g sut t i tri u t , p g hu u s ph s th tr g tr g Ng i r g ty t h y g v h y h bi s

g ty g u t t h th g vt s t g: trung tm vt s c vn hnh t g v c qun l vi tnh ha ca Afimilk (Israel). H th ng ny cho php kim tra cht ng sa t ng, phn loi s kh g m bo cht ng v ngay lp tc ngu n s y c loi thi. Cch vt sa t ng bng my mc hi i y hn ch nhng b nh ph bi i b h vi v , ng thi g gi p vi c kim sot thnh phn cht g s th hi tri t Nh pht tri s ph t y g i tiu hu i h g b T True g h h h g, rt t v ti i, T

45

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

y sa AfiLite mt y s ng, thnh phn ca sa, chnh xc v hi u qu c y ban Qu c t v u tr d li u ng vt R th g qu , phn mm Ideal h th ng nhn dng da trn vi c lp th nhn dng cho m i con b. H th ng ny c h h x , m bo s li u thu thp g ti y.

Ti s n on ngi u v s : T g gi g ty T True i k g Tr i h tr y ph t g gi i i k rt ki h ghi h t g tr g g h g h s hiu bit rt r v i th h h T True i k i ik

Nh vi s xut: g ty g s dng kho g g ph g h tt c cc b phn vi thu nhp thp nht l 3,2 tri u g g h vi h g bi huy gi v g v k thut h u i b s Israel.

Ti s n t chc

TH p dng h th ng phn mm qu fi r fiki sr e e th chip (Afitag) h gim st ch t ch v sc kh e, s thoi mi v s ng sa. Ti s n v hnh

46

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

th i T i s v h h g h ht hi y T True i k h h th g hi u s s h T True i k tuy b nh v ca h sa s h ht ng tht ca TH True Milk khng khc g cht ng c i th. Ci h c s kh bi t ny l nh s t s h the m nh a cc b m khi h ch n TH True Milk cho con mnh (cht ng theo cm nhn). nng v s tinh thng i gi hp g h kh g u, kh g hiu i th v h h i, ki h ghi h g T True i k g g g kh ph h g h i y b g h thu huy gi h g , tuy qu , h g h vi hiu ki h ghi tr g g h s , i h h h b h t mua quy trnh c sr e , m bo s tun th g quy tr h, TH True Milk thu nng dn v chuyn gia ca Israel v h h y v h ng d , t g i Vi t Nam. Thnh tu T True i k to ra cho mnh mt g i ri g i n ti, ngnh sa Vi t Nam phi nhp sa v pha ch thnh sa hon nguyn ti 72%, thi im ny l 72%. Cn TH True i k i tr t ng ring l l nui c , mua b v, mua quy trnh v bo v tnh v n ton c thi hi cung cp sa sch. Lin minh, hp tc g ty qu qu tr v gi : fiki t th y , sr e v Tr g tri T tr tip qu bi h i qu tr b v T t y ets New e h , h g t v gi g b s t t ht h gi iu ki n ngu n lc Cc ngu n lc nu trn hon ton khng kh bt h c h g kh g phi doanh nghi p g h h r c cc ngu n l , g h vn d g R h th g hi u ca mnh. iu to nn s khc bi t ca TH True Milk vi cc sn phm khc. Kh g h tr h h tr h g ty tp tru g v s kh bi t i vi T True Mi k th hi h h v hi ph . N g i g ty g h h h g x h g i s u: vi

hp khu b t New e

h g

TH True Mi k i th h p kh g u h g ph g h g hi g ty, tp tru g v

47

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

th g s xut khp k t kh u s xut guy gh hi i hp khu t g i; h g hi hp v tr v s u; y g t th g hi u s g h g u; xut s ph v ti ti . s h v ht

i u h h s b vi

bit v ht g tr h th

g, t tiu h g s xut hi

ht i

N g kh bi t th thy u s vi i th kh tr g g h s th t tr g h g g i hi y T True i k t r th h g v s xut s ph ht g v s h g h g th hi tuy h i xut hi tr g kh g g y h g T True i k h h h g x y g th g hi u h, khi g ty kh phi h g III.2.2. ik g - S non tr yu: b h h g h g h h s u: t h, g i h, T True

i gi hp g h s kh g b u T True i k h th t h y ki h hi th i u vi bi g bt g tr th tr g Th v s tr g h h g ki h ghi s xut khi T True Mi k yu th h s vi h ghi p s i v ki h ghi v s th h th , ti h th g tr g s xut C u vn np t u vo n v y Kh vi i th h h h i i k, T True i k u v t tr g vay kh cao (vo khong 60%-2011 iu khin g ty h u g h ng kh g h v p i v y tr g b i cnh nn kinh t hi n nay. Do vy khc phc h im ny TH True Milk cn c nh g b i thn tr g h tr g t g i, th tin hnh c phn ha TH True Mi k gi t g th v kh g t g qu hiu ri ro lin qu n vay n . Nng l s n xut t ng p ng p n u u t trng s hu h th g tr g tri hi i , ti ti h g vi s g b h v kh g ,v h g gi r g gu u g y s kh g p g hu cu tiu th s tr th tr g u T True i k h h t v gu u g nguy i u y Trn thc t, h ph t h b tr , s ng sa sn xut trong c khng th p g nhu cu tr g c. Chnh v th TH True Milk cn phi c
48

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

nhng bi php gi t g g sut, m rng quy m trang tri nh nu mu n m rng thm th phn ca mnh.

gi t g s

ng

49

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

III.2.3.

Ma trn IFE Yu t n trong Trng s TH True Milk p h g i tr g s

1. T u g gu 22000 con) 2. Th guy

n i u u v b 0.08 4 0.60

g hi u s s h

kh h h g bit

0.10 0.05

4 4

0.40 0.20

3. g gh s xut hi i hp khu t g i h th g fit g, h th g vt s t g,

4. K h ph ph i ri g T true rt b h k h ph ph i truy th g Kh g 1 h g 5. th ph t g i tr g g h ph s t i -2011) 6. Ngu h kh g 7. th Israel g h g g h th

0.05

0.15

0.08

0.32

g i tr g g i

0.05

0.15

g gh

s b hp khu t

0.08

0.32

8. h thu v xu h g t g tr gi ti t h 11: h thu g 9. h h th g hu hi u qu yu i h

g thi t

0.05

0.15

s kh h h g

0.08

0.16

50

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

10. Kh g i th v ki h ghi hi tr g kh g g y 11. u gu v v y v v y hi v t tr ph thu g -2011)

h xut

0.05

0.10

hiu v

0.10

0.10

12. Gi s ph kh gi tr th tr g ph g i 13. Ngu th khu vi gi hi

s vi s ph ht s vi s

0.10

0.10

y h b v t

hp

0.04

0.08

14. hi ph v h h h th g h cao 15. ph h g

u i b s

0.04

0.04

0.05 Tng s 1.00

0.05 2.32

51

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

III.2.4.

hui gi tr : Chu i gi tr

gin

t g h h
g gh s xut khp k , s g h th g t g tr g s xut t v g i

Ch tr ng qun l kim sot cht ng ngu n nguyn li u u vo

gh th g g h tr g u tr v v huy h bi

y g h th g ph ph i ri g kt h p k h ph ph i hi , hi h qu g s s h

th g hu i, h v v tr g gi i x y g, d ch v th thanh ton TH Mart

ph s t i ti t tr g 100% TH true milk- Th g hi u TH True milk vi nhng sn phm sch

h g hi hp t h gu u g guy i u trong hot ng thu mua

Ngu h ht gh th g qu th g ti SAP

th g s h t g h y, tr g tri, g ty hu i , cc my mc c nhp t c ngoi.

g gh qun v h u i b hp khu t g i sr e , New Zealand)

t g b tr

52

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Hot ng n

ung

ot ng t

tr t ng tr

ot

y u t t t

ng

g ty ti -C ng ng 1. Logistic u -T s n xut ngun -Xy d g Tr g tri b s , b gi ng nhp vo cung nguyn liu huy Thi , t h Ngh +Chu trnh SX khp kn ngo i hon ton v i s g -Ti p chnh (s a) theo tiu chun qu c t ( inbound t u t nng t g b logistic) +Mua cng ngh qun l (2013) v vt sa t ng t Israel: tit g, ti ite, - u i h y ng Ngh An Tate & +H th ng b n c hi n -T s n xut nguy n Lyle, thuc Tp T te y e h 11 i (3 b n) l u ng -N n s -Ngun t n : th hp khu kt h p K h p g t vn -Kim sot ngun thc vi h th g h bi h h g ty h u i b sa vi n o n -Ngun n ung : c ly s g Afikim (Israel) , qu 1 b l c, c h th ng l c ct p sut +Tuyn dng cc nhn cao s chuyn v qun l v -Sa vt c s c chuyn 4 b nh c dung tch 1000 lt. Qua nhng c c l c chuyn dng s l c th ton b nhi t C r i i qu -B o qu n v Vn h th ng lm l h i v b cha ln vi uyn nhi t t 3- C. S c chuyn sang cc xe b n bo qun l h v huy h y h bi h s b t New Zealand v Israel. -C s h tng +Trang tri quy m ( tng gi tr d n vo khong 1,2 t g c xy dng v hon thi n

-Hc h i v lan t a +C cc chuyn vin c ngoi lm vi c +Qu g i c kinh nghi m trong ngnh sa -Lin kt dc: Cc hot g h u i, sn xut, ch bi u nm gn nhau -EOS

53

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

2. Vn hnh (Operations)

-S n xut v ch bin

-Thu mua bao

-Sa s c ch bi v g gi ti nh my C s h tng: Vi t M t ti g Y (Gi nh) H th ng dy -Thng 11/2012 TH s v vn hnh nh chuyn ch bin x l v my sn xut sa hi i ca chnh cng ty g gi sa hi i ngay ti Ngh , Ngh An vi cng sut Cng ngh 600 tn sa/ngy. Dy chuyn sn xut t -S dng bao b ca Tetra Pak, tp Thy ng in chuyn sn xut bao b bng giy carton Nhn s

-EOS -Lin kt dc vi nh cung ng bao b v nh phn ph i sn ph i g gi. h h g n hi ph g gi

-Th ch: Thu nhp khu bao b vo trong c. S dng khong 900 lao g ph g v mt s chuyn vin t c ngoi

3 Log st u ra (Outbound Logistic)

-Thu gom

- v ph i

-Vn t i

-Phn phi

s xut ti h y g Y s C s h tng t tr tr g t thi gi g , r i (Gi nh) H th ng nh huy b g xe ti i ph kh u tr t chun h h (gi h i g xe -Ch yu s g xe ti v huy vn chuyn sn ph n i xe ca cng ty ( gi h u g ng i ph ph i chuy s ph th tr g tiu th g Cng ngh kh x Ngh th tr g tiu Cc b u tr sa bo th h h th h ph ) qun sa nhi t t i u - h ph i tr tip h th g T True (3- C) rt v t s i ph ph i .

54

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

4. M r t ng v n ng (Marketing and Sales)

-Qu ng co

- u h h th : qu g tr tivi, b h , p ster g i tri, b g hi u ti i , h g ph ph i, website g ty h y h t g R u nhn mnh hnh h v th g ti v yu t v si h t th ph hi h t -Gi s ph cng ty tr website h h th

Nhn s: Tuyn d g h vi iu hnh cp cao t i th ( TGD TH True milk tng l ph TGD Vinamilk) C s h tng H th ng ca hng TH true mart ( 100 ca hng)

-Hc h i v lan t a

og

-Phn ph i SP thng qua h th ng bn l TH -Xy dng knh phn True mart ( 100 ca hng) v cc knh phn phi ring ph i khc 5. D v (Services) rt c Ngn hng TMCP Bc Kt hp v i ngn hng TH true pht hnh th thanh ph i h p vi h th ng ca hng bn l TH true mart ca Cng ty c phn sa TH pht hnh vi ton nhiu u i v t tri. Khch hng s c h ng nhiu l i h u i khi s dng th th h t h , ch v h : sn phm s t i sch TH True Milk, rau sch, th t c qu sch...

55

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Th g qu hu i gi tr y t g gi tr s ph T khc bi t so vi i th, tr g ch yu tp tru g :

True

ilk thng qua s

gisti u v th hi n qua n lc tp trung, t g h g h t ch u vo cho sn xut. Chi c kinh doanh ca TH True l to ra cc sn phm c cht g v t iu g ty tp trung qun tr v m bo cht g u vo thng qua cc hot g h x y ng trang tri, mua con gi ng cng ngh , tuyn nhn s t g i v v Gi tr m TH True Milk to ra trong hot ng chnh ny chnh l s khc bi t ngu n nguyn li u u vo. So vi s cc doanh nghi p sa khc v n thu mua ngu n sa t cc nng h nui b sa, nhp khu sa bt han nguyn t c ngoi bn cnh t h u i b y sa d n cht g g h i v s kh g g u v kh g c t t g h guy hi m cc mm b nh do cc h nng dn khng quan tm h sc k , TH True Milk ch s dng ngu n cung sa t chnh trang tri nui b sa ca mnh vi b hp t New e c qu v h s bi cc chuyn gia t Israel v New Zealand, cng vi h th g s vt cht trang thit b hi i c mua t c ngoi nh m bo cht g u vo lun mc t t nht. Trong hot ng m rketi g v b h g, gi tr m TH True Milk t r c thng qua cc chi c qu g h nh cht ng sn phm thng qua vi c kim sot gt gao cht ng u vo v xy dng h th ng phn ph i ring TH True Mart phc v khng ch phn ph i cc sn phm sa hi n ti phc v cho chi c pht trin cc sn phm mi c g ty h : r u, tri y, h thc qu g g g t trong cc im mnh ca TH True Milk, hi n nay ngoi TH True Milk ra th ch c Vinamilk v Dutch Lady l thc s ch tr ng v marketing cc sn phm ca mnh.

56

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

IV.

XY DNG CC CHIN LC TNG QUT

IV.1. M trn SWOT C HI (Opportunities) 1. T trng v n n t nng tng trng (57%/n 2. n t n tr n n 3. Ngu n ung nguy n vt l u trong n t n (s t % n 2020 4. C u n s n tr v t tng n s t ng 5. T u ng s tr t n t n u u t t yu IM MNH (Strengths) 1. T ng u s s SO THCH THC (Threats) 1. T ng u t u ng ngy t n

2. n ng t g g y n ng n p u vo 3. Cn tr n t trng g y g t tr n

4. T ng ng o ng n t l n p u vo v p ot ng 5. L sut ng ST o v y n

S4S5O1O2 : r g S1S4S5T1T3: T p trung h th ph s t i 2. C ng ng s n xut n th ph hi n ti, kh i th th chi i khu vc nng thn) i th kh , g (cng ngh mua t Israel v ph g hi u sa sch t s S1S2S5O2O3O4: y g th New Zealand) g th g hi u s s h ti t g g i tiu 3. C ng n p v g (thng qua h t ng p tr v sau (xy dng Pht trin dng cc sn mi marketing). g th g hi u TH (cc trang tr ly sa v h sn phm t s h y urt, S2S3T2T4: Ci tin dy thng phn phi ring) ph mai, s hu ,v v chuyn SX hi n ti tinh 4. T p n ng ty hin ti hi ph s xut, gi hi ph s gi t ng i v ng S2S3O2O3: Gi hi ph qu b g h r ng (th phn 33%-n 2011 xut hm gim gi thnh to nhn lc hi n ti thng t g sc cnh tranh bng cch 5. C t ng p n p r ng u t y huyn ch bin c qua h c h i cc chuyn gia c ngoi. n n n p n p mi v u t to hun truyn t ng (100 ca hng luy n nhn vin TH mart trn c n c)

57

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

IM YU ( Weaknesses) 1. C s t ng u ng

WO

WT

W1O1 : y g h th g W1T1T : Th h p tru g hu i, h s kh h h g t hu i, h s kh h 2. ng l t v n uy tr v t kh h h g T T : i h h ng s n xut oanh nghip h g tru g th h W2O1O5: Thu h t h s u g g b g i tr g ch m i xut hin trong 3 n i th bng cc chnh tr g h p thit Thit k tr l y g bng. h g h p g u g g i 3. H t ng s n xut t sch phc l i 1 : Thu h t h h p ng t n u u v u t gp v r g W4T4T5: e xt t gi kh g s xut g ty hi ph kh g thit, x h y ph g 4. C u vn n t n s (mua thm b, dy chuyn sn s xut kh g hi u qu. C ng n u vn v y ( cu n/ xut mi) phn ha cng ty tng ngun vn vo kho ng 60%-2011) s n lng (s lng n hin ti ch t 22000 con) IV.2. Ma trn SPACE V tr chin lc bn trong Sc mnh ti chnh (FS) Doanh thu Kh g th h t ( gi nh) m s V tr chin lc bn ngoi S n nh c trng (ES) -2 -5 -1 -2 -1 -5 -1 -2,42 m s

+6 S th y i cng ngh +5 T l lm pht +5 S bi i ca nhu cu +2 Phm vi gi ca cc sn phm cnh tranh +2 Ro cn gia nhp ngnh +4 p lc cnh tranh +5 co gin ca gi theo nhu cu +4.14 Tng m trc Y: 1,72
58

V n lun chuyn ( gi nh) T l n trn v n c phn S d dng rt lui kh i th tr ng Ri ro trong kinh doanh Vng quay hng t n kho Trung bnh

Trung bnh

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Li th cnh tranh ( CA) Th phn Cht ng sn phm

Sc mnh ca ngnh (IS) -2 M t g tr ng ti -1 Mc l i nhun ti -1 S nh v ti chnh -3 B quyt cng ngh -5 S s dng ngu n lc -5 Qui m v n -2 S d dng thm nhp th tr ng -2 S d g g sut, cng sut Trung bnh g g +6 +6 +5 +4 +5 +2 +5

Chu k s ng ca sn phm Lng trung thnh ca khch hng S dng cng sut cnh tranh B quyt cng ngh S ki s t i vi nh cung cp v g i phn ph i Hi nhp d c Trung bnh

+5 +4,75

-2,62 Tng m trc X: 2,13

59

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

6 FS 5 4 3 2 CA -6 -5 -4 -3 -2 -1 1 -1 -2 -3 -4 -5 ES -6 1 2 3 4 5 IS 6

Nh vy thng qua xy dng ma trn v tr chi v h gi h t ng (SPACE) da trn cc thng tin v doanh nghi p T True i k v i tr ng ngnh, kt qu cho thy cng ty T True i k g i th t g i v ti chnh (2,13) v nm trong ngnh c t pht trin h 1, Nh vy loi chi c ph h p cho TH True Milk l chi c tn cng, bao g m cc chi h : th hp th tr ng, pht trin th tr ng, pht trin sn phm, kt h p v pha sau, kt h p v ph tr c, v v T True i k g v th t t tn d g im m h b tr g tn dng hi b g i, v t qu im yu b tr g v tr h c cc m i him h a t bn ngoi.

60

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

IV.3. Ma trn chin lc chnh (Grand Strategy Matrix) S dng ma trn chi c chnh, h x nh T True i k g m v tr G t I, tc v tr chi c t t. L do v ngnh sa l mt ngnh v n cn c nhiu ti g pht tri h ph t h tr g phn trn, ngoi ra TH True milk m c d mi xut hi n trn th tr ng khng lu (ch trong kho g tr li y h g h h chng chi c ch dng trn th tr ng vi 33% th phn s t i h ng sau Vinamilk v Dutch Lady) cho thy cng ty c v th cnh tranh mnh trn th tr ng. Nh vy TH True milk s phi tp trung vo cc chi c thu g t . S tng trng nhanh chng ca th trng c t II c t I - Pht trin th ph hi n ti, kh i th th ph i khu vc nng thn) thng qua marketing y g g th g hi u s s h ht trin dng cc sn mi g th g hi u TH (cc sn phm t s h y urt, ph mai, s hu ,v v - Gi hi ph s xut hm gi gi th h t g sc cnh tranh bng cch u t y huyn ch bin c mi v u t to hun luy n nhn vin c t III c t IV

V tr cnh tranh y u

V tr cnh tranh mnh

S tng trng chm chp ca th trng

61

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Cc chi

c la ch n

Qua kt h p cc kt qu t cc ma trn SPACE, ma trn chi c chnh v ma trn SWOT, nhm quyt nh la ch n nhm chi c SO t ma trn SWOT do s ph h p ca cc nhm chi c ny vi kt qu ca ma trn SPACE v ma trn chi c chnh. Cc chi c ny bao g m: Chi c pht trin th tr ng hi n ti : Tn d g u th hi n ti c g ty h sn ph g h ng trn th tr ng cng vi mt h th ng phn ph i hi u qu, kt vi vi hi h t h h h h h tr h, t h h s h t g n s pht trin ca ngnh s , u dn s tr ha h n ti g hu u tiu th sa cn rt ln v cc sn phm sa ngy cng tr nn ph bin v thnh mt nhu cu khng th thiu c g i tiu dung nhm pht trin th tr ng hi n ti ca TH True Milk. Chi c pht trin th tr ng l chi c tm cch bn cc sn phm hi n tai trn th tr ng mi: + Tm kim th tr g tr TPHCM. a bn mi g i th h ph h Ni,

Gi t g g i ph ph i, h g T true rt ti th h ph kh h N g, i h g, Th , th h ph v v h kh t h tr khp , khu v g th Nhm m h t g hs v i hu i kt v ki h g, i s t h t h k h ph ph i hi h siu th ,

+ hi gi: p ti, v u 1 khi T true i k tu g r g s ph i, gi b u th s h gi h s vi t b g hu g h g s u phi h gi th h v t g gh h i i h t s vi s ph h tr h Tuy hi , v i h , s t i T true i k v h g s ph kh phi gi gi ti gi ph h p h hiu kh h h g hu u th tip vi gi gi th h th hi g s gt t + hi x ti s ph : th g qu qu g , b h , , t i tr h h g tr h truy h h, tre b gr tr g ph , p ster, h h th g i p v v t v si h th ph , yu t s h s ph T true i k v h t g x hi, R kh h tip t th hi v r g h g tr h i h g h h tr e , h si h, tri kh h h g, i y T true i k g th hi t t h t g ph s g h h h s vi i th, uy tr th g xuy v t g g h t g Tuy hi , T true i k g thiu h g tr h khuy i, hi y v h gi h g g h g tr h khuy i k the
62

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

+ Tm kim khch hng mc tiu mi th g qu

hi

pht tri s ph

Tm kim cc nhm khch hng mc tiu mi g y a bn th tr ng hi n ti: c s ph hi ti T True Mi k h s t i, tp tru g v h kh h g tiu tr e v th h thiu i TH True Mi k g , g ht g s ph hi ti g thi, phi pht tri h g s ph i hi pht tri s ph p g ph h p hu u kh h u v s ph s v t s g i tiu g h g h i t g kh h h g vi tui, hu u, v thu hp kh nhau. Nhm gi t g th ph s ph kh t s v t ki kh h h g i h cng ty. Chi c pht trin sn phm mi Chin c pht trin sn phm mi tn d g hi i tr g b g i h t h hnh chnh tr i h, hu u tiu dng cc sn phm sa cn cao so vi m t bng th gii g h i th ca chnh b th T True i k h th g hi u sa sch hi n c, h th ng my mc cng ngh hi i nhp t cc qu c gia c ngnh sa pht tri h New Zealan v sr e nghin cu pht trin cc dng sn phm mi t s h ph i, y urt, ke v v h t g th h thu g h x hp vo cc th tr ng ph ca ngnh sa thng qua cc sn phm mi ny. Chin c pht trin sn phm mi bao g m cc hot ng: + ht trin danh mc sn phm + Ko dn sn phm xu g ph d g, tr g ht g k h i: b sung thm m u m sn ph t h g t

s ph s t i T true i k h t th p ng nhu cu ca cc nhm khch hng c thu nhp cao, c yu cu cao v cht g The tiu pht tri hu g T True Mi k u g p s ph t s h tt g i i tN th vi gi t g th ph s t i ti ph kh the thu hp tru g b h v thp v iu , T true i k a ch n chi c b sung m u m sn ph t h g, t d g, tr g k h h p ng nhu cu ca nhm khch hng c yu cu v cht ng sn ph thp h vi gi c r h T , ng ty c th g h c s xm nhp ca cc doanh nghi p mu n cung cp cho th tr ng cc m u m sn ph t h g, t ng cht g k h s g g th lm cho khch hng xa ri cc sn phm hi v g ty g h p g c yu cu y i th c th tm cch xm nhp th tr ng. ht tri s ph i: T True Mi k sp g s ph i : t i ti t tr g 1-2 t, s hu u g ti t tr g 18 , s t i ti t tr g b su g vi ht h h tr e , s hu u g e s g, s hu , s t i th h tr g, ph i, b , ke
63

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

i pht tri h s ph , T True Mi k s s h tr h h h s vi i th, g y s p i th, bi t i i k v t khi h r t s ph i u tr th T True Milk u s ph h tr h vi Vinamilk. + Ci tin kiu dng sn ph : t tr g i i bt s ph T True Mi k thit k h h th b g i rt p, hi i, u x h tri tr b b s ph h gi t i i ph h p vi th g i p s h Nh u tr T s h r t s i tr g thi gi ti, g ty h tr g ghi u b b s ph th y i hnh dng, hnh thc ca sn ph v que thu h s , h th y i kt cu, mu s , b b, h to ra s khc bi t ca sn ph u t pht trin nghin cum u m sn phm, mc tiu l to ra nhiu m u m mi ca sn phm. + Tip t u t h ghi u s ph i, i ti s ph hi tr th tr g, bi t pht tri s ph i hiu gi tr s g tr g g1 s ph v n l xu h g h s ph tiu g i hi y Chi c tinh gi sn phm hi ph gim gi thnh sn xut, t g sc cnh tranh ca

Nh ph tch trong cc phn trn m c mt v i th h t h g k trong nh g g y h g t trong nh g im yu c T True i k gi th h sn phm cn cao so vi m t bng chung trn th tr ng (cc sn phm s t i a TH True Milk c gi cao nht so vi cc sn phm cng loi iu ny h h ng khng nh n kh g nh tranh ca TH True milk trn th tr g, c bi t l trong b i cnh g i tiu dng ngy cng kht khe h n c nhng chi c ct gim nhng chi ph nhm gim gi thnh sn xut, t g sc cnh tranh ca sn phm, tn dng im mnh c h h T True i k h s h tng s n c v cng ngh hi i, l i th hi nhp d c v ph tr c v h tr ti chnh t h u t , g h hi ca mi tr g b g i h tri h nhn l g y y g c ci thi n, ngu n cung nguyn li u tr g g y g t g h cc chnh sch pht trin c h c. Cc hot ng chnh thuc nhm chi c ny bao g m: u t h n thi n h th ng t c nhm thay th cho c nhp t g i nui b: mt trong nhng nhn t h h ng khng nh n gi thnh sn xut hi ph cho nhp khu c t g i nui b, vi s g b v kh ng 22000 con v mc gi c nhp khu vo khong 260 USD/tn trong b i cnh t gi VND/USD c xu h g t g tr g thi gian ti. Do vy mt h th ng x l v c s dng ngu n c tr g c l mt vi c lm cn thit, gip TH True Milk gim bt chi ph th h b, v thun l i cho vi c m r g quy h nui b sau ny.
64

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

+ T chc cc kha h , to k g h h vi : T ho s hu nhng chuyn gi tr g h vc qu v h u i b n t hai qu c gia ni ting v h u i b sa l New Zealand v Israel, TH True Mi k g n phi ch tr g to ngu n nhn l tr g c, vi l i th huy gi c ngoi, TH True Milk c th t chc cc kha h c hay cc bui hun luy h ng d n bi huy gi c ngoi ny cho nhn vin. S h c h i v lan truyn l mt nhn t g v i tr qu tr ng trong hot ng ny. Nu TH True Milk thc hi n t t hot ng ny th khng ch tit ki m c mt phn chi ph cho nhn s g i tr g t g i gi p to ra ngu n nhn l tr g c c k g ng gp vo s pht trin ca cng ty sau ny.

65

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

V.

LA CHN CHIN LC PH HP nh chin lc c th n lng (QSPM) c SO

Ma trn ho Nhm chi

S dng ma tr h x nh nhm chi c hp d n nht trong tnh hnh hnh hi n ti da vo c dim bn trong doanh nghi p h im m h, im yu v cc yu t c i tr g b g i h hng c hi v thch thc hi n c. Kt qu c trnh by trong bng QSPM. Kt qu thu c cho thy trong ba nhm chi c phn tch bng ma trn QSPM th nhm chi c pht trin cc sn phm mi cho tng s im hp d n cao nht (166), k n l nhm chi c pht trin m rng th tr ng (162) v cu i cng l nhm chi c tinh gim chi ph sn xut (148 Nh vy c th kt lun chi c pht trin cc dng sn phm mi l chi c c sc hp d n ln nht v l chi c m TH True Mi k u ti thc hi Tuy hi g u rng s chnh l ch khng ln v s dim hp d n gia hai nhm chi c pht trin th tr ng hi n ti v pht trin cc sn phm mi cho thy y h i hi c kh hp d n trong thi im hi n ti TH True Milk hon ton c th la ch n mt trong hai chi c ny ho g c th kt h p hai chi c ny vi nhau, iu t y thuc vo quyt nh ca nh qun l ca TH True Milk. Mt im hn ch cn phi u a ma trn QSPM d l vi h im s hp d n cc chi c mang tnh ch quan ph thu v ph bng tr gi v s kinh nghi m ca nh qun l, m c d cc thng tin thu thp u mang tnh khch quan. Chnh v vy trn thc t, cc nh qun l TH True Milk c th s h gi v im s hp d n ny hon ton khc bi t vi s i h r

66

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

Cc chin lc c th thay th Chin lc pht trin th trng hin ti AS Cc yu t bn trong IM MNH 1 T u g gu u v b guy i u 4 Th g hi u sa s h c nhiu g i bit s thun l i tung ra sn phm mi Cng ngh sn xut hi i thch h p m rng SX g h ghi u s n phm mi Knh phn ph i ring gip TH True Milk d dng gii thi u cc dng sn phm mi
67

Cc yu t quan trng Trng s

Chin lc pht trin s n ph m m i AS TAS

Chin lc tinh gi m chi ph s n xut AS TAS

C s ca s m hp d n

TAS

Th g hi u s s h kh h h g bit

12

16

g gh s xut hi hp khu t g i

12

16

K h ph ph i ri g T True rt b h k h ph ph i truy th g

12

12

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

(kh g 1

h g

ca mnh. Th ph t g i hi n ti l s vng ch TH True Milk thc hi n cc chi c m rng th tr ng to hi u qu ngu n nhn lc ny s gip tit ki m g k chi ph nhn cng Gi p g i g hi tip cn v h c h i vi h th ng cng ngh SX hi i hi n nay Doanh thu cao hi n nay gip g ty c ngu n lc ti h h g hu ng l thc hi ph g rng v pht trin th tr ng

th ph t g i tr g g h th ph s t i -2011) 6. Ngu h g g i tr g kh g h g g i

12

12

th g g gh h s b hp khu t sr e

12

8 h thu v xu h g t g tr g thi gi ti t h 11: h thu t g IM YU h h h th g hu i s kh h h g hi u qu

12

12

68

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

10. Khng c i th v ki h ghi h xut hi tr g kh g g y 11 u gu v ph thu hiu v v v y v v y hi t tr g -2012) 1 Gi s ph s vi s ph kh gi tr th tr g ht s vi s ph g i 1 Ngu h b v gi 1 h th hi y hp khu vi t

12

ng l th y ph g to pht tri tr h nhn lc

Thc hi ph g chi ph SX s gip gi k gi thnh sn phm

gim g

Xy dng h th ng x l c ring s gip gi g k chi ph ny to nhn vin hi u qu s lm gim cc chi ph vn hnh ny Chi c nghin cu pht trin cc dng sn phm mi s khc ph h im ny

hi ph v h h h th g u i b s

ph

Cc yu t bn ngoi C HI
69

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

1. Th tr g ti t g tr g 2. R r v g h s

4 2

16

16

12

C 3 chi u c kh g tn dng t t hi ny

Ngu u g i t g v s g t

4. M tiu th s g i thp s vi th gii t t g -

16

12

hi ny thun l i cho vi c thc hi n chi c m rng th tr g v gi t g sn ng Lm pht nu gim trong thi gian ti c th s kch thch tiu dng SP sa c g i dn H th ng chnh tr php lut nh gip gim ri ro trong vi c thc thi cc chin c. Thu nhp g i c c i thi n s gi p t g u u tiu dung thch h p cho cc chin
70

5. pht s th gi tr g h g ti t 11.5% )

12

12

6. th g php ut v tr h

h h

7. Thu nhp g i dn ngy cng c ci thi n (4.7%-

12

12

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

c pht trin v m rng. 8 Tr h nhn lc ngnh s g y g c ci thi n do s xut hi n nhiu cc hng sa ngoi THCH THC T gi gi t g s to p lc ln chi ph th u i b v chi tr ti g h huy gi c ngoi S xut hi n ca cc doanh nghi p sa ngoi m c d lm t g p c c h tr h h g g ng thi e i l i ch v cng ngh qun l

12

9. T gi g i t t g

xu h g

10. Ngu ph thu (70%)

u g hi ti v g i

11. Nhu u tiu th s tr th gii xu h g b h TTT 12. Gi th t g 13. Gi x g, i , h b s

T ch c ngu n cung th h b s loam gim g k p lc ny.

t g

1
71

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

14. Li vay cho hot ng sn xut cn cao (15-1

Li vay cao s nh h ng khng nh n chi ph hot g g h i nhun ca TH True Mi k, c bi t l khi t l n /ngu n v n cn cao. S xut hi n cc sn phm thay th tao p lc cho doanh nghi p phi nghin cu cc sn phm mi p ng th hi u c g i tiu dng Vi s canh tranh quyt li t ca cc hng sa ngoi th chi c pht trin sn phm mi s hp d h , gip doanh nghi p khai thc c mt th tr ng mi g i tiu dung d hoi nghi nn mt chi c t p trung duy tr pht trin th tr ng hi n ti v cng c th g hi u s hp d h l tung ra sn phm mi

15. S xut hi n ca cc sn phm thay th ngy cng nhiu (thc ph i h ng, thu c b,v.v..) 16.S gia nhp ca cc tp s c ngoi lm gi t g nh tranh trn th tr ng sau khi Vi t Nam gia nhp WTO

1 Ng i tiu dung d b tc ng bi thng tin truyn thng

TNG IM

162

166

148

72

Phn tch k hoch v chin lc kinh doanh_Cng ty TH True Milk_Nhm 2

73