qt063 9548

Trng i Hc Kinh T Quc Dn
Chuyn thc tp tt nghip
Li m u
***************
Tiu th sn phm hon ton khng phi l vn mi m i vi cc
doanh nghip. Trong bi cnh kinh t hin nay, khi m cnh tranh ngy cng
quyt lit, i hi doanh nghip phi c nhng bin php qun tr, t chc
doanh nghip ph hp. Vi v tr l khu cui cng kt thc mt chu k sn
xut, tiu th sn phm c vai tr ht sc quan trng, thc hin thu hi vn
tin t v doanh nghip chun b cho mt chu k sn xut kinh doanh mi.
Song thc t cho thy, khng phi doanh nghip no cng lm tt cng tc
tiu th sn phm, nht l khi tiu th sn phm ngy cng kh khn do tc
ng ca mi trng cnh tranh. Do vic lm tt cng tc tiu th sn
phm m bo cho doanh nghip c li tn ti v pht trin l nhim v
ngy cng phc tp v nng n.
lm tt cng tc tiu th sn phm th trc ht doanh nghip phi
y nhanh c tc tiu th sn phm. Nhng lm th no y nhanh
tc tiu th sn phm? c l mt qu trnh tm ti, nghin cu, phn
tch v nh gi mi mt ca doanh nghip cng nh tnh hnh th trng,
khch hng... kt hp vi nng lc, s sng to ca cc nh qun l doanh
nghip tm hng i ng n.
Lm tt cng tc tiu th sn phm s gip doanh nghip ng vng
trong c ch th trng, t khng nh s tn ti ca mnh tip tc pht
trin vn ln. Ngc li, cng tc tiu th lm khng tt th doanh nghip s
b mt i th phn , dn dn loi b mnh ra khi qu trnh kinh doanh. Bi
vy, tiu th sn phm lun l mi quan tm hng u ca cc doanh nghip.
Xut pht t quan im ny, trong thi gian thc tp ti Cng ty sn
xut kinh doanh u t v dch v Vit H trn c s nhng l lun c
hc Trng i hc kinh t quc dn v nhng iu hc c trong thc
t ca doanh nghip. c s gip tn tnh ca c gio ThS.Nguyn Thu
Thu v cc cn b trong cc phng ban ca Cng ty sn xut kinh doanh
u t v dch v Vit H , ti quyt nh chn ti :
Li Hiu Minh - Lp QTKD tng hp B-K34
H ni 07- 2006
Mt s gii php thc y hot ng tiu th sn phm bia

hi ti Cng ty sn xut kinh doanh u t v dch v Vit H
Ti mong rng ti ny trc ht c th gip bn thn mnh tng
hp c tt c nhng kin thc hc c trong nh trng va qua v
sau c th phn no gip ch cho qu trnh y mnh hot ng sn xut
kinh doanh ca Cng ty sn xut kinh doanh u t v dch v Vit H .
Ni dung ca ti c chia thnh 3 chng :
* Chng 1: Tng quan chung v Cng ty sn xut kinh doanh u t
v dch v Vit H.
* Chng 2: Thc trng hot ng tiu th sn phm Cng ty sn
xut kinh doanh u t v dch v Vit H.
* Chng 3:Mt s gii php thc y hot ng tiu th sn phm
bia hi ti Cng ty sn xut kinh doanh u t v dch v Vit H
Song do thi gian c hn v s nhn thc cn hn ch, kinh nghim
cn hn ch nn bi vit ca ti chc chn cn khng t khim khuyt. V vy
ti rt mong nhn c s gp ch bo ca cc thy c gio, cc ng ch
lnh o cng cc cn b cng nhn vin trong Cng ty sn xut kinh doanh
u t v dch v Vit H ti ca ti c hon thin hn ./.
H ni 07- 2006
CHNG I
Tng quan v Cng ty sn xut kinh doanh u t

v dch v Vit H
1. Gii thiu chung v Cng ty sn xut kinh doanh u t v dch v Vit
H.
Tn cng ty: Cng ty sn xut kinh doanh u t v dch v Vit H
- Quyt nh thnh lp s: 6130/Q-UB ngy 04/09/2002 ca UBND Thnh
ph H ni
- Ngnh ngh kinh doanh:
+ Sn xut bia hi,nc khong, nc gii kht.
+ Kinh doanh u t, dch v.
- Vn php nh: 200.000.000.000 VN
- Tng vn kinh doanh: 54.818.735.823 VN
- a ch giao dch: Cng ty sn xut kinh doanh u t v dch v Vit H
254 Minh Khai - Hai B Trng - H Ni
T: 04. 8628664
Fax: 04. 8628665
- Ca hng gii thiu sn phm Bia Vit H: 493 Trng nh - Hong Mai H Ni.
T: 04.8646411
Fax: 04.8646412
H ni 07- 2006
1.1. Qu trnh hnh thnh v pht trin ca cng ty sn xut kinh doanh
u t v dch v Vit H.
S ra i v pht trin ca cng ty Vit H c th chia lm 3 giai on:
- Giai on 1: Tin thn ca nh my l hp tc x cao cp Ba Nht chuyn
sn xut dm, m, nc chm phc v nhn dn thnh ph H Ni quyt
nh chuyn s hu tp th ln s hu ton dn v HTX cao cp Ba Nht
c i tn thnh X nghip nc chm trc thuc s cng nghip H Ni,
chuyn kinh doanh nhng mt hng ch yu l nc chm, dm, tng vi
phng tin lao ng th cng, n s, sn xut theo ch tiu php lnh, giao
np phn phi theo ch tem phiu.
Ngh quyt hi ngh trung ng VI v ngh quyt 25, 26 CP ngy
21/10/1981 ca Chnh ph cho php cc x nghip t lp k hoch, mt phn
t khai thc vt t nguyn liu v t tiu th. Thc hin ngh quyt ny x
nghip p dng c ch a dng ha sn phm vi nhiu chng loi mt
hng nh: ru, m si, du n, bnh phng tm, ko cc loi ph hp vi th
hiu ngi tiu dng. Vi thnh tch ngy 25/4/1982 X nghip c i
tn thnh nh my thc phm H Ni theo quyt nh 1652 Q-UB ca
UBND thnh ph H Ni. Lc ny nh my c khong 500 cng nhn, sn
xut vn mang tnh th cng.
Trong thi k ny, tuy c nhiu c gng trong nghin cu sn xut
sn phm mi nhng do ngun cung ng cc sn phm gp nhiu kh khn v
do bin ng gi c nn tnh hnh sn xut ca nh my gp nhiu kh khn.
tho g tnh trng ny, nh my c nhiu bin php nng ng, trong
c p dng phng php tin lng sn phm theo kt qu cui cng.iu
ny tr thnh ng lc kch thch sn xut pht trin.
- Giai on 2: Thi k 1987 - 1993 c nhng thay i ln trong chnh sch v
m ca nh nc theo quy nh s 217/HBT ngy 14/11/1987 xc lp v
khng nh quyn t ch trong sn xut kinh doanh. Theo , nh my c
hon ton t ch v ti chnh, c quyn huy ng v s dng mi ngun
vn, t xc nh phng n sn phm ph hp vi nhu cu th trng v kh
nng doanh nghip, tuy nhin vi mt c s vt cht yu km cng vi mt
H ni 07- 2006
i ng k thut a phng hn ch phn no tnh nng ng cng nh

nng lc t ch trong sn xut kinh doanh. Bi vy a dng ha sn phm,
nh my mnh dn vay 2 t ng ca qu SIDA lp t dy chuyn sn
xut chai nha, t chc sn xut nc chm v lc bc ng xut khu sang
ng u v Lin X. Nh nh my to c vic lm cho 600 cng
nhn. Song n nm 1990, ng u bin ng nh my mt ngun tiu th,
khng th sn xut mt hng ny. Thi gian ny, nh my hu nh khng sn
xut ch gii th. ng trc tnh hnh kh khn, ban lnh o nh my
ra mc tiu chnh l: i mi cng ngh, u t chiu su, tm phng hng
sn xut sn phm c gi tr cao, lin doanh lin kt trong v ngoi nc.
c cc cp, cc ngnh gip , nh my quyt nh i vo sn xut bia.
y l hng i da trn nghin cu v th trng, ngun vn v phng
hng la chn k thut v cng ngh. Nh my mnh dn vay vn u t
mua thit b sn xut bia hin i ca an Mch sn xut bia lon Halida.
Thng 6/1992 nh my c i tn thnh nh my bia Vit H theo quyt
nh 1224 Q-UB ca UBND Thnh ph H Ni. Ch sau 3 thng, bia Halida
thm nhp v khng nh v tr ca mnh trn th trng.
Khi M b cm vn thng mi i vi Vit Nam, hng lot hng bia v
nc gi kht ln trn th gii vo th trng Vit Nam. Nh my xc nh
cn thit phi m rng sn xut v tt yu phi lin doanh vi nc ngoi.
Ngy 1/4/1993 nh my k hp ng lin doanh vi hng bia Carberg ni
ting ca an Mch c UBND Thnh ph H Ni ph duyt d n hp tc
v u t.Thng 10/1993 lin doanh chnh thc i vo hot ng. Trong lin
doanh, nh my gp c phn l 40%. Nh my lin doanh mng bia lon, sau
lin doanh c tch ra thnh nh my bia ng Nam . Nh my bia Vit
H chuyn sn xut bia hi.
Ngy 2/1/1994 nh my i tn thnh cng ty bia Vit H theo quyt
nh 2817 Q-UB ca UBND thnh ph H Ni ti a ch 254 Minh Khai
Hai B Trng - H Ni.
Nm 1997, nh my quyt nh nhp dy chuyn sn xut nc khong
vi sn phm c tn gi OPAL, hin sn phm ny ang trong giai on ch
th v thm nhp th trng.
H ni 07- 2006
Nm 1998 theo quyt nh s 3598/Q-UB ngy 15/9/1998/ ca UBND

thnh ph H Ni, cng ty tin hnh c phn ha 1 phn xng sn xut bia
ti 57 Qunh Li H Ni thnh Cng ty c phn hng ng ch trng c
phn ha doanh nghip nh nc, cng ty bia Vit H gp c phn l 20 %.
Nm 1999, theo quyt nh 5775/Q-UB ca UBND thnh ph H Ni
ngy 29/12/1999, cng ty bia Vit H c php c phn ha tip mt b
phn ca doanh nghip l trung tm th dc th thao ti 493 Trng nh
thnh cng ty c phn, cng ty gi 37% s vn iu l.
n nm 2002, theo Quyt nh ca UBND TP H Ni, 2 cng ty l
Cng ty kinh doanh thc phm vi sinh v x nghip m phm c sp
nhp vo Cng ty bia Vit h.
Do nhu cu pht trin cng vi s ln mnh khng ngng, i hi phi
iu chnh ph hp vi quy m ca cng ty ngy 04 thng 09 nm 2002.
Cng ty bia Vit H c i tn thnh "Cng ty sn xut kinh doanh u t
v dch v Vit H" trc thuc S cng nghip H Ni theo quyt nh s
6130/Q-UB ca UBND TP H Ni, gi tt l cng ty Vit H.
1.2. Mt s c im ca cng ty:
Cng ty Vit H l doanh nghip nh nc, hch ton c lp, c t cch
php nhn, t ch v ti chnh, c con du ring, hot ng theo lut doanh
nghip nh nc, thuc UBND thnh ph H Ni di s qun l trc tip
ca S cng nghip H Ni.
Sn xut kinh doanh ca cng ty c pht trin theo hng a dng ha
ngnh ngh, bao gm:
-
Sn xut kinh doanh cc loi bia, nc khong
Xut khu cc sn phm ca cng ty v sn phm lin doanh,
nhp khu thit b, nguyn liu, ha cht cho nhu cu sn xut ca cng
ty v th trng.
-
Lin doanh lin kt vi cc n v kinh t trong v ngoi nc,
lm i l, i din m ca hng dch v, gii thiu v tiu th sn

phm ca cng ty v sn phm lin doanh.
H ni 07- 2006
Nhim v ch yu ca cng ty l tp trung vo sn xut bia hi v tng

bc a sn phm nc khong vo th trng. Do , i hi cng ty phi
tng bc c th ha nhim v ch yu ny theo cc bc:
1. Duy tr v nng cao cht lng sn phm bia hi.
2. Tng bc chim lnh th trng khng nhng trong a bn H Ni
m cn m rng ra cc tnh ph cn.
3. Tng bc nng cao trnh , tay ngh ca i ng cn b CNV
nm bt kp thi cng ngh mi ca th gii nhm thc y s pht trin
ca cng ty.
1.2.1:S b my t chc sn xut v qun l ca cng ty Vit H:
T chc sn xut ca cng ty Vit H c thc hin theo kiu: Cng ty
Phn xng - T sn xut Ni lm vic. Cc b phn sn xut c b tr
theo hnh thc cng ngh,vi phng php t chc l phng php dy
chuyn lin tc t khu nu n ln men,lc,chit bia v lm lnh.
H ni 07- 2006
C th khi qut b my t chc ca cng ty Vit H nh sau:

S 1: C cu b my t chc
GIM C
PH GIM C
(Ti chnh KD ))))))099((((((((
((((999999
PH GIM C
(t chc)
PH GIM C
(k thut)
dkinhdoanh
doanh)
Phng k Phng Phng vi

KCS
thut
sinh
Phng
y t
Phng
t
chc
Phng
hnh
chnh
Phng
bo v
Phng
k ton
ti chnh
Phn xng sn xut

bia hi Vit H
Phng
k
hoch
vt t
Ph ng
bn
hng
-mar
keting
Phn
kinh
doanh
vn ti
Phn xng sn xut

nc khong Opal
1.2.2.Chc nng nhim v ca cc phng ban:

- Ban gim c: C trch nhim iu hnh, qun l gim st hot ng
sn xut kinh doanh ca cng ty. Ban gim c bao gm: Gim c - Ph
gim c ph trch k thut - PG ph trch t chc v PG ph trch t
chc v kinh doanh. Cc PG m nhim nhng cng vic c th m gim
c theo theo chc nng.
- Phng bn hng v marketing: Phng bn hng v maketing c
nhim v.
+Thc hin cng tc qung co sn phm.
H ni 07- 2006
Ban
nc
OPAL
+ T chc nghin cu thit k mu m, bao b ca sn phm

+ T chc nghin cu chin lc khuyn mi nhm tng cng kh
nng cnh tranh ca sn phm
+ Tham gia t vn iu tit gi c cho lnh o cng ty.
+ Thit k kim tra cc chng trnh kch thch tiu th
+ Duy tr mi quan h vi cc i l cp I
+ Qun l hng tn ng ti cc i l cp I
+Qun l v cp pht cc loi hng ho phc v qung co - khuyn mi
- Phng ti chnh k ton: chu trch nhim cn i ti chnh k ton,
m bo an ton vn sn xut kinh doanh. Tham mu cho gim c v hot
ng qun l ti chnh.
+ Thc hin xy dng cc mc chi ph ca cng ty
+ Quan h vi ngn hng v cc t chc ti chnh.
+Theo di hch ton chi ph sn xut, nh gi thnh, phn tch hot
ng kinh doanh .
- Phng k hoch vt t:
+ Xy dng k hoch sn xut sn phm tng thng, qu, nm cho
cng ty.
+ Xy dng k hoch v vt t - nguyn vt liu cho mi hot ng ca
doanh nghip.
- Phng k thut: C nhim v xy dng cc quy trnh cng ngh v
an ton lao ng. Theo di, kim tra tu sa, bo dng my mc thit b.
- Phng KCS: c nhim v kim tra cht lng sn phm v nhim thu
sn phm.Tham mu cho Gim c v chng xy dng chnh sch v cht
lng sn phm cc gii php ci thin cht lng sn phm.
- Phng t chc v phng hnh chnh:
Chu trch nhim qun l v nhn s, hnh chnh ca cng ty, t chc
o to, tuyn m v tuyn dng lao ng. Trng phng hnh chnh c chc
nng ch yu sau:
H ni 07- 2006
+ Thc hin chc nng ti chnh qun tr, tr gip cho gim c iu
hnh sn xut.
+ Sp xp ni lm vic hi hp, mua sm cp pht vn phng phm.
+ Thc hin cng tc t chc, thc hin cng tc nhn s, ch chnh
sch i vi ngi lao ng,cng tc o to cn b k cn,cng tc tin
lng v bo h lao ng.
- Phn xng sn xut bia hi:
- Qun l thit b cng ngh sn xut
- Qun l cng nhn
- Thc hin cc k hoch tc nghip
- Ghi chp cc s liu ban u.
-Phng kinh doanh vn ti: Bao gm 40 u xe bao gm cc loi xe
ng lnh c ti trng t 1000 kg -> 3500 kg. Phng c nhim v vn chuyn
cc thnh phm t cng ty n cc i l trong a bn H Ni cng nh mt
s tnh pha bc.
2.Mt s kt qu hot ng kinh doanh ca cng ty sn xut kinh doanh
u t v dch v Vit H t nm 2003 n 2005.
2.1. Kt qu hot ng kinh doanh ca cng ty
10
H ni 07- 2006
Bng 1: Bo co kt qu hot ng sn xut kinh doanh

t nm 2003 - 2005
n v tnh: T ng
STT
Ch tiu
Nm 2003
Nm 2004
Nm 2005
Doanh thu
47,574
51,670
55,289
Gi vn hng bn
32,679
38,320
42,411
Li nhun gp
14,895
13,350
12,828
LN t hot ng TC
0,462
0,884
0,687
Chi ph bn hng
1,380
3,012
3,741
Chi ph QLDN
3,771
3,875
3,917
Li nhun t HKD
10,206
7,347
5,857
LN bt thng
0,032
0,0986
LN trc thu
10,206
7,379
5,9556
10
Thu TNDN
2,588
2,066
1,6676
11
Li nhun sau thu
7,348
5,313
4,288
(Ngun: Phng TC-KT)

2.2. nh gi mt s ch tiu kt qu hot ng kinh doanh.
Bng 2: Mt s kt qu hot ng kinh doanh ca cng ty Vit H
t 2003 - 2005
Nm
Doanh thu
(T ng)
Np ngn sch
(T ng)
Li nhun
(T ng)
Thu nhp
bnh qun
(Triu ng)
2003
47,574
3,982
7,348
1,450
2004
51,670
2,378
5,313
1,550
2005
55,293
2,283
4,288
1,650
( Ngun: Phng Ti chnh - K ton )

T 2 bng trn ta thy tnh hnh sn xut kinh doanh ca cng ty Vit H
tng i n nh doanh thu tng u n qua cc nm, thu nhp bnh qun 1
lao ng cng tng.
2.2.1: nh gi kt qu v Doanh thu.
11
H ni 07- 2006
* Doanh thu nm 2004/2003: Tng doanh thu nm 2004 tng so vi

2003 l 8,61% tng ng vi s tin l: 4,096 t ng.
* Doanh thu nm 2005/2004: Tng doanh thu nm 2005 tng so vi
2004 l 6,91% tng ng vi s tin l: 3,569 t ng.
Xt chung th trong 2 nm qua tc tng trng v doanh thu ca
cng ty l n nh tuy vy cng ty vn khng hon thnh k hoch tng doanh
thu (10%/nm).
2.2.2: nh gi kt qu v Li nhun :
Trong 2 nm gn y li c xu hng gim. C th
* Li nhun sau thu nm 2004 ch bng 72,30% so vi Li nhun sau
thu ca nm 2003
* Li nhun sau thu nm 2005 ch bng 57,54% so vi nm 2003 v
bng 79,57% so vi nm 2004.
Ta c th tnh c ch tiu doanh li tiu th sn phm nh sau:
7,348
- Nm 2003 = 47,574 x 100% = 15,44 %

5,313
- Nm 2004 = 56, 270 x 100% = 10,28%

4, 288
- Nm 2005 = 55, 239 x 100% = 7,6%.

C nhiu nguyn nhn dn n Li nhun sau thu c xu hng gim.
Nhng ch yu l do cc nguyn nhn sau:
+ Do s bin ng ca gi du m trn th gii c nhiu bin ng theo
xu hng tng cao lm cho cc nguyn vt liu l yu t u vo ca cng
ty cng tng theo , mt khc cc nguyn vt liu ny ch yu ph thuc vo
ngun nhp khu t nc ngoi , do lm cho gi vn hng bn tng.
+ Mt khc chi ph bn hng v chi ph qun l doanh nghip ca cng
ty trong 2 nm qua tng ng k v cng ty u t kinh ph pht trin
12
H ni 07- 2006
v m rng th trng ra cc tnh, cng ty tng thu nhp bnh qun cho
ngi lao ng t 1,45Tr./ngi/thng nm 2003 ln 1,55 Tr./ngi/thng
nm 2004 v t 1,55Tr./ngi/thng nm 2004 ln 1,65Tr./ngi/thng
nm 2005.
2.2.3: nh gi kt qu v Nng sut lao ng :
Bng 3: Tng hp Nng sut Lao ng bnh qun.
Ch tiu
Nm 2003
Nm 2004
Nm 2005
- Doanh thu (t ng)
47,574
51,67
55,239
- Li nhun (t ng)
7,348
5,313
4,288
261
268
272
+ Theo Doanh thu
0,18277
0,19279
0,20308
+ Theo Li nhun
0,028153
0,01983
0,015765
- S lao ng (t ng)
- NSLD bnh qun
( Ngun: Trch bo co tng kt hot ng sn xut kinh doanh nm 03 05

Cng ty Vit H )
Nhn chung nng sut lao ng bnh qun 1 ngi ca cng ty tng u
qua cc nm iu ny chng t cng ty s dng v khuyn khch tt lc
lng lao ng vo qu trnh sn xut kinh doanh.
13
H ni 07- 2006
2.3: nh gi hiu qu s dng vn

Bng 4: Bng nh gi hiu qu s dng vn
(n v tnh:T ng)
Nm
2003
Nm
2004
Nm
2005
1. D. thu
47,574
51,67
2. LN
7,348
5,313
Ch tiu
3.Tng vn
4. Hiu sut
2004 so vi 2003
2005/2004
Chnh
lch
Tc
(%)
Chnh
lch
Tc
(%)
55,239
4,096
108
3,569
107
4,288
-2,035
72
-1,085
79
13,875
112
-0,352
99,7
115,327 129,202 128,850

0,413
0,4
0,428
-0,013
0,97
0,028
107
0,154
0,103
0,076
-0,051
67
-0,027
74
0,064
0,041
0,033
-0,023
63
-0,008
80
(1:3)
5. T.sut
LN/DT (=2:1)
6. TSLN/TV
(2:3)
( Ngun : Phng Ti chnh - K ton )

nh gi: Hiu sut s dng vn cho bit 1 ng vn tham gia vo qu
trnh hot ng sn xut kinh doanh s to ra c bao nhiu ng doanh thu ,
bao nhiu ng li nhun.
- Nm 2003: C 1 ng vn tham gia vo sn xut kinh doanh to ra c
0,413 ng doanh thu v 0,064 ng li nhun
- Nm 2004: C 1 ng vn tham gia vo sn xut kinh doanh to ra c
0,4 ng doanh thu (gim 3% so vi nm 2003) v 0,041 ng li nhun
(gim 35,94% so vi nm 2003)
- Nm 2005: C 1ng vn tham gia vo sn xut kinh doanh to ra c
0,428 ng doanh thu ( tng 7% so vi nm 2004) v to ra c 0,033
ng li nhun ( gim 19,52% so vi nm 2004) .
T kt qu ny cho thy hiu sut s dng vn ca cng ty c tng nhng
hiu qu tng khng cao .
14
H ni 07- 2006
Tuy rng doanh thu hng nm vn tng trng tuy nhin t sut li
nhun/doanh thu c xu hng gim nguyn nhn l do chi ph bn hng v chi
ph qun l doanh nghip c tc tng nhanh hn so vi tc tng ca
doanh thu. Doanh nghip cn tm bin php tt hn ch tc tng ca
cc khon chi ph ny. Tc l cn nng cao cng tc qun tr chi ph kinh
doanh.
2.4: nh gi tnh hnh ti chnh
Bng 5: Tng hp THTC ca cng ty t 2003 - 2005
Ch tiu
Nm 2003
Nm 2004
Nm 2005
1. K/nng thanh ton hin hnh
1,73
2,06
2,8
1,44
1,48
2,35
0,1
0,085
0,062
(TSL/n NH)
2. K/nng thanh ton nhanh (TS
quay vng nhanh/n NH)
3. H s n (n/Tng TS)
(Ngun: Phng ti chnh k ton)

Nhn vo bng tng hp ta thy:
- H s n ca cng ty gim dn iu ny bo m hn cho qu trnh
hot ng kinh doanh ca cng ty v cng ty khng ri vo tnh trng mt kh
nng thanh ton.
- Kh nng thanh ton hin hnh v kh nng thanh ton nhanh u tng
trong cc nm iu ny cho thy kh nng thanh thanh ton cc khon n
ngn hn ca cng ty l rt kh nng. Tm li tnh hnh ti chnh ca cng
ty l tng i n nh.
3: Mt s c im kinh t k thut nh hng n cng tc tiu th ti
cng ty Vit H:
3.1: c im v sn phm bia hi ca Cng ty Vit H.
- T ngy thnh lp n nay v tri qua hn 40 nm hot ng cng ty
c nhiu sn phm khc nhau bin i theo thi gian ph hp vi tnh
hnh chung ca yu cu th trng. C thi k sn phm ca cng ty ngoi
cc mt hng nh nc chm, dm, tng cn c ko, ru. Nm bt c
15
H ni 07- 2006
tnh hnh thc t ca s pht trin nn kinh t t 1993 n nay sn phm chnh
ca cng ty Bia Vit H l bia hi vi cng ngh sn xut ca an Mch.
Nm 1995 sn lng k hoch ca cng ty l 9 triu lt, tng ng vi dy
truyn thit b sn lng thc t l 7,6 triu lt t 84,49% k hoch. Con s
ny gp 2 ln nhng ngy u sn xut nhng hin nay sn lng k hoch l
15 triu lt v sn lng thc t l 16 triu lt t 106,67%.
- Bia hi l mt sn phm p ng nhu cu cho ng o nhn dn lao
ng. Chnh v vy n c 1 th trng v cng rng ln nht l cc khu cng
nghip - thnh ph - th x - th trn - khu du lch... Bia hi tiu th mnh vo
ma h tc l n l sn phm mang tnh ma v cn ma ng th nhu cu th
trng gim i. S khc nhau trong c im tiu dng ca tng ma lm
cho qu trnh sn xut v tiu th bia hi ca cng ty Vit H c nhng nt
ring bit. Cng ty nghin cu v b tr sn xut theo tng ma. Vo ma
ng sn lng cung cp ra th trng l tng i . Cn vo ma h
(thng 4 - 8) sn lng cung cp ra th trng thng thiu khong 30% nn
cng ty b tr sn xut cho cng ngh vi mt cng lm vic cao hn
v cng nhn c th phi lm vic ti 12h/ngy. Tuy vy bia vn khng
bn c nm cng ty phi thu thm lao ng theo dng hp ng thi v
lm cc cng vic ph tr gii quyt nhu cu sn xut thc t ca nhng
thng cao im.
- Bia hi c thnh phn t cc nguyn liu ch yu l : Go, Malt, hoa
Houblon cng ng v 1 s loi ho cht khc. Nhin liu s dng trong sn
xut bia hi l : in v Than. nh mc cho 100 lt bia m cng ty sn xut
nh sau:
- Malt: 13 kg
- Than: 10 kg
- Go: 6 kg
- in: 15 kw
- Hoa Houblon: 1 kg
- ng ho cht: 1,5 kg.
( Ngun: Phng k hoch vt t )

Cc nguyn liu Malt v Hoa Houblon phi nhp ngoi 100% v vy n
nh hng rt ln n hot ng sn xut ca cng ty do n cng gin
tip nh hng n hot ng tiu th sn phm.
16
H ni 07- 2006
Khc vi cc sn phm khc sn phm bia hi khi sn xut i hi yu

cu v k thut v v sinh an ton thc phm rt cao mi cho cho 1 sn phm
c cht lng. Song mt khc n yu cu c mt ch bo qun nghim
ngt trong 1 khong nhit thp t lc l thnh phm hon chnh n khi
tiu dng. c im ny ca bia hi c nh hng rt ln n cng tc tiu
th sn phm. Nu lm tt khu ny s to iu kin thun li cho cng tc
duy tr v pht trin m rng th trng. Ngc li bia hi sn xut ra b tn
lu s lm tng chi ph dn n gi thnh cao.Ta c th minh ho nh sau:
Thi gian bo qun tng ==> Chi ph bo qun tng ==> Gi thanh tng
Tn kho nhiu ==> Cht lng sn phm gim ==> Tiu th gim ==>
Doanh thu gim ==> Li nhun gim (khng bn c hoc mt uy tn).
- Hin nay mt hn ch ca cng ty l vn bo qun v m bo cht
lng bia hi,cng ty cha c h thng bo qun hin i vn ti cc
vng xa ( trn 1000 km )
3.2: c im v th trng ca cng ty SXKD u t v DV Vit H.
Th trng tiu th sn phm ch yu ca cng ty bia Vit H l thnh
ph H Ni v cc tnh pha bc nh: Yn Bi, Lo Cai, Ph Th, Qung
Ninh, H Ty, Bc Ninh, Bc Giang, Hng Yn, Hi Dng, H Nam, Nam
nh. T 3 nm tr li y cng ty ang trin khai k hoch pht trin th
trng vo cc tnh min Trung nh: Ngh An - H Tnh - Qung Bnh Qung Tr - Hu v Nng.
Thc t cho thy bia hi tr thnh mt th ung thng dng trong i
sng ca ngi dn Vit Nam. iu ng cp y l s bng n sn xut bia
trong thi gian vi nm gn y cng nh s cnh tranh si ng v quyt lit
trn th trng gia cc nh my bia. Yu t quyt nh s bng n v sn xut bia
Vit Nam chnh l do nhu cu tiu dng bia khng ngng tng ln. Nm 1991,
sn lng bia sn xut trong nc ch p ng c 70% nhu cu tiu dng, nm
1992 p ng c 72%... Trong thi gian t nm 1991 n 1996, quy m th
trng bia Vit Nam lin tc tng trng, t l gia tng hng nm t 20 30%.
S tng trng ny l h qu tt yu ca s gia tng v thu nhp ca ngi dn v
s gia tng dn s cc thnh ph, th x v s tng trng khng ngng ca nn
17
H ni 07- 2006
kinh t hng nm t trung bnh 8%. Tuy nhin, t l tiu th bia tnh theo u
ngi vn cn rt thp so vi Trung Quc l 10 lt/ngi/nm, trung bnh mt s
nc Chu l 17 lt/ngi/nm. D bo mc tiu th bia s cn tng nhiu trong
thi gian ti y l nhn t rt tt cng ty m rng th trng tiu th.
V mt hng bia hi, gi thnh sn phm r hn bia lon, bia chai ti gn 40%
nhng yu cu v bo qun li cao, thi gian tn ti ca sn phm ngn (trong
24h) nn mun chim lnh c u i ca khch hng th phi b tr, t chc c
mng li tiu th rng khp c th phc v yu cu ca th trng bt c lc
no.
Ch tnh ring th trng bia hi ti H Ni th nhng nm qua cng xut
hin kh nhiu xng bia nh. Tuy nhin, nhng xng bia ny u c cng sut
nh, cht lng khng cao V bia hi khng th khng ni n mt loi bia ni
ting l bia H Ni. y l i th ln nht ca Cng ty Bia Vit H trn th trng
hin nay. Bia H Ni c li th l tng c thm nin hng chc nm a bn
ny. Sn lng ca n gp ba ln sn lng bia Vit H v c ngi tiu dng
bit ti nhiu hn. Nhng bn cnh , khi chuyn sang kinh t th trng, bia H
Ni bc l mt s mt khng thun li. Cch qun l trong tiu th ht sc lng
lo khin nhiu c s nh cnh tranh, nhiu loi bia km cht lng cng tr
trn, bn ln vi bia H Ni gy mt uy tn. Thm vo , trong hot ng tiu th
li t ra cng nhc, p t vi khch hng ma ng cng phi tiu th li t ra
cng nhc, p t vi khch hng ma ng cng phi tiu th khi lng ln nh
ma h, khch hng phi mua 100 lt tr ln...
Hin nay, bia hi Vit H v H Ni l hai loi bia duy nht ng k cht
lng sn phm vi Nh nc. Cht lng bia Vit H c th snh vng bia H
Ni v vi nghin cu tm ti trong sn xut cng nh kinh doanh, tiu th... bia
hi Vit H ang tng bc mong mun m rng sn xut v chim lnh nhiu th
trng hn na.
Trn th trng H Ni hin nay c rt nhiu th hiu tiu dng bia khc
nhau, nhng nhn chung c th phn thnh cc nhm sau:
Nhm 1: Tp hp nhng ngi thch ung loi bia c v ung nh, d

ung v ung nhiu khng b say. H ch yu l nhng ngi ung bia km hoc
18
H ni 07- 2006
l ph n hoc l nhng ngi mi ung bia. Nhng ngi ny ung c t v a

s h ch ung vo cc dp l tt hoc cc bui lin hoan.
Nhm 2: Tp hp nhng ngi thch ung nhng loi bia nng. y

ch yu l nhng ngi ung c bia v nhng ngi nghin bia. H thch loi
bia ny v chng mi vi h. Nhng ngi ny thng ung lai rai v nh th
h ung c nhiu. Tuy nhin, s lng ngi nhm ny li t.
Nhm 3: Tp hp nhng ngi thch ung loi bia m , va phi,

va l gii kht, va to thm s ngon ming trong cc ba n... y thc s l
mt nhm tiu dng ln. H tiu dng thng xuyn trong cc ba n mi ngy.
i vi h, bia va l gii kht, ng thi c mt trong nhng ln bn bc lm
n ca mnh. Nhm ny ch yu l cc cn b cng nhn trong Cng ty, x nghip
ti cc thnh ph v nhng ngi dn bun bn. y chnh l nhm ngi m
Cng ty Bia Vit H cn phi nhm vo to ra ng lc tiu th sn phm mnh
m hn na.
Ngoi tnh cht thi v, th hiu ngi tiu dng cn phi tnh n thu nhp
ca ngi tiu dng, v cch phn b thu nhp ca h cho ung trong sinh hot
hng ngy m c bit l mt hng bia hi. Nhng ngi c thu nhp cao thng
dng bia c cht lng cao ng thi tin li trong tiu dng. Cn nhng ngi c
thu nhp kh v trung bnh tr xung th li c mt hng p ng cho cho nhu cu
ca mnh mt cch hp l hn. l bia chai v bia hi. Cc loi bia ny cht
lng ti ngon, gi li r hn nn p ng phn ln nhu cu ca ngi lao ng
bnh thng, c t tin vn dng c bia ngon. l nguyn nhn chnh to nn
h thng khch hng cho sn phm bia hi ca cng ty Vit H l: Nhn dn lao
ng v ngi c thu nhp trung bnh.
3.3: c im v th phn v i th cnh tranh
Th phn ca cng ty ngy mt tng. Theo s liu tng hp ca hip hi
Bia - Ru nc gii kht Vit Nam hin nay c nc c khong 320 nh
my v c s sn xut bia vi tng nng lc sn xut c tnh khong 900
triu lt/nm. Do s bng n ca cc c s sn xut bia nn to ra tnh
19
H ni 07- 2006
trng cnh tranh rt gay gt gia cc doanh nghip trong ngnh bia. Cc
doanh nghip ny ra sc nhm vo mc tiu l pht trin th phn.
Bng 6: Tng hp th phn bia hi Vit H trn
th trng bia Vit Nam
Nm
SL bia c nc
(triu.lt)
SL bia hi
% th phn
% thnh phn
Vit H
bia hi Vit
bia hi H
(triu.lt)
Ni
2001
620
10,5
1,69
3,4
2002
656
11,8
1,80
3,4
2003
712
11,7
1,64
2,2
2004
860
12,7
1,47
2,6
2005
900
1,4
1,55
2,4
( Ngun: Hip hi Bia v nc gii kht Vit Nam )

i th cnh tranh ln nht vi sn phm bia hi Vit H hin nay l
cng ty bia H Ni vi hn 100 nm kinh nghim v sn phm ca bia hi H
Ni c coi nh 1 nt vn ho ca ngi H Ni. Ngoi ra bia hi Vit
H cn phi cnh tranh khc nh: Bia hi Henneger, bia Anchor, cc sn
phm bia ti khc cng nh cc loi bia r tin do cc c s t nhn sn xut
cn c gi l bia c. mt s tnh pha bc th c cc cng ty nh Nada
(Nam nh), Huda Hu, bia Kim bi ( H ty)... Nhng bia hi Vit H v bia
hi H Ni l 2 loi bia c khng nh trn th trng v c cp giy
chng nhn v cht lng sn phm.
Chnh v s tng trng rt mnh ca th trng bia ni chung v bia
hi ni ring do trong nhng nm gn y rt nhiu nh my v cc xng
sn xut bia t nhn c xy dng iu d lm cho th phn tiu th ca
cng ty Vit H cng b nh hng.
3.4: c im v cng ngh sn xut bia hi ca cng ty Vit H.
Cng ngh sn xut c nh hng rt ln n cht lng sn phm.Nu
u t my mc thit b,cng ngh hin i s cho cng ty c mt sn phm
c cht lng t to c uy tn vi ngi tiu dng v to iu kin thc
20
H ni 07- 2006
y hot ng tiu th. Mt khc khi sn xut sn phm vi mt qui trnh

cng ngh v my mc thit b hin i s lm tng nng sut lao ng,gim
chi ph ca nguyn vt liu,nhin liu hao ht,gim t l sai hng t gi
thnh sn phm gim lm tng u th cnh tranh ca cng ty trn th trng.
Tuy vy nu u t my mc thit b v cng ngh hin i li cn mt chi
ph rt ln,khu hao ca cc khon chi ph ny phi tnh vo gi thnh sn
phm v th gi bn sn phm s tng. y l yu t nh hng khng tt n
hot ng tiu th sn phm ca cng ty. khc phc c cc mu thun
trn v nng cao cht lng sn phm, nng cao nng sut lao ng ca cng
ty th h thng my mc thit b v qui trnh cng ngh phi c c bit
quan tm, ph hp vi nng lc ca cng ty v ph hp vi trnh tiu dng
ca th trng. Hin nay cng ty ang p dng quy trnh cng ngh sn xut
bia hi bao gm: ch bin - ln men - lc - chit bia.
21
H ni 07- 2006
S 2: Qui trnh sn xut bia hi ca Cng ty Vit H

Go
Malt
Lm sch
Lm sch
Tng chu p
lc
Thng cha bia

Nghin nh
Lm t
trong
Trn nc
Nghin dp
Ra thng
H ho 86oC
V trng
m ho 52oC
Dch ho 72oC
Chit bia
ng ho I 65oC
un si 100oC
Xut kho
ng ho II
75oC
B bia
Lc
Hoa
Nu hoa
ng
Cn nng
Tch b
Lng trong
Kh sch
Lm lnh
Men ging
Ln men s b
Thu hi CO2
Ln men chnh
Thu hi men
Ln men ph
Lc trong + KCS
22
H ni 07- 2006
+ V my mc thit b : Trc y my mc - thit b ca cng ty phn

ln l c k lc hu cng sut thp. Khi cng ty chuyn sang sn xut bia th
nhn thy r th trng v mc tiu th ca ngi tiu dng ngy cng cao,
thit b sn xut phi hin i theo kp tc pht trin ca th trng v
p ng tt hn trong xu th cnh tranh ngy cng quyt lit. Chnh v vy
cng ty u t lp t trong 1 dy truyn hin i p ng nhu cu sn
xut. Tuy c mt s my mc thit b do Vit Nam sn xut nhng cht lng
tt ,khng km g cc thit b nhp ngoi li c chi ph lp t thp. Mt s
my mc thit b Vit Nam cha sn xut c nn cng ty phi nhp khu
t nc ngoi. Cng ty nhp khu mt s my mc thit b c ngun gc
sn xut cc nc chu nh: Trung Quc, I Loan, Nht vi gi c hp
l nhng cht lng vn m bo so vi yu cu ca sn xut.
Bng 7:Danh mc cc loi thit b ch yu
STT
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Tn MMTB
My xay Malt N.T250
My xay go N.T250
Ni nc nng
Ni nu
Ni ln men ph
Ni ln men chnh
Thng nhn ging
Thit b lnh nhanh
Thit b np CO2
My p lc khung bn
Bm Inox
B mui
Ni hi LHG 0,152
My nn kh
My nn lnh MYCOM
Tn nc S.X
Vit Nam
Vit Nam
Ba Lan
Vit Nam
Vit Nam
Vit Nam
Vit Nam
Trung Quc
Vit Nam
Vit Nam
Vit Nam
Vit Nam
Trung Quc
i Loan
Nht Bn
Cng sut
150kg/h
100kg/h
400 lt
2000 lt
3000 lt
3000 lt
400 lt
1000 lt
1000 lt
2m3/h
10m3/h
10m3/h
0,45 tn/h
226c/ph
105000Kcal
( Ngun: Phng K thut )

H thng my mc thit b ca cng ty c nh gi t tiu chun
k thut v m bo cc tiu chun v v sinh an ton thc phm.
23
H ni 07- 2006
3.5: c im lao ng ca cng ty Vit H.

sn xut kinh doanh c hiu qu lnh o cng ty bia Vit H lun
tr trng n cht lng lao ng. nh hng mc tiu ca cng ty l ngi
lnh o khng nhng am hiu ngnh ngh m cn phi thng tho kin thc
chuyn mn. Nhng nm qua cc hnh thc o to cng nhn mi c cng
ty p dng kh trit . Cng ty c hn 3/5 s cng nhn c o to v
nghip v chuyn mn. Bc th bnh qun ca cng nhn hin nay l 4,5.
Hng nm cng ty u tin hnh hot ng tuyn dng thm nhng k s
gii, c cn b c nhn c nng lc i hc cc kho hc ngn hn hoc di
hn ti cc trng i hc.
Bng 8: S lng lao ng ca cng ty bia Vit H t nm 2003 - 2005
Nm
S lao ng cui k
Lao ng bnh qun
2003
271
261
2004
265
268
2005
290
272
(Ngun:P. T chc - hnh chnh)
Hin nay s lao ng trong bin ch ca cng ty l 264 ngi trong :

N:
114 ngi chim 43%
Nam: 150 ngi chim 57%

Cht lng lao ng c th hin qua cc ch tiu bao gm: tui
trnh hc vn.
Bng 9: C cu Lao ng theo tui ca Cng ty bia Vit H (2005)
Tui
Di 30
T 30- 35
T 36 40
T 41 45
Trn 45
S ngi
135
71
33
18
7
T l (%)
51,14
26,90
12,50
6,82
2,73
( Ngun: P. t chc - Hnh chnh)

Bng 10: C cu Lao ng theo trnh hc vn (Nm 2005)
Trnh
S ngi
T l
24
H ni 07- 2006
Cao hc
1,51
i hc
33
12,5
Cao ng
215
81,45
Cng nhn k thut
12
4,54
(Ngun: P. T chc - Hnh chnh)

Qua bng tng hp v c cu lao ng theo tui v theo trnh hc
vn ca i ng lao ng trong cng ty bia Vit H c th nhn xt s b nh
sau:
- Lc lng lao ng ca cng ty l tng i tr s lng lao ng
di 35 tui chim gn 80% y l mt nhn t tch cc gp phn cho kt
qu hot ng sn xut kinh doanh ca cng ty trong thi gian ti s tng
trng tt.
- Trnh hc vn ca i ng lao ng cng tng i tt do hng nm
cng ty b tr cho mt s cng nhn i hc cc lp o to ngn v
di hn ti mt s trng i hc cng nh cc trng k thut.
3.6: c im v TSC v TSL ca cng ty Vit H
Bng 11: C cu TSC v TSL
n v tnh: Triu ng
TSC
Nm
TSL
Gi tr
T trng (%)
Gi tr
T trng (%)
2003
107045,96
82,84
22170,58
17,16
2004
106655,16
82,75
22229,47
17,25
2005
103621,77
74,69
35100,98
25,31
(Ngun BCTC nm 2003 - 2005 cng ty Vit H)

Qua bng c cu ta thy qui m TSC ca cng ty c s gia tng v
gi tr tuyt i qua 3 nm (t 2003 n 2005 tng ln 9.506,21 tr tng
ng vi 7,36%).
- TSL v u t ngn hn ca cng ty trong 3 nm tng u do
t trng TSL trn tng ti sn ca cng ty cng gia tng. iu ny ni
25
H ni 07- 2006
ln rng tc gia tng TSC ca cng ty l ln hn, so vi tc gia

tng ca gi tr tng ti sn.
Bng 12: Phn tch c cu TSC v TSL
(n v tnh: t ng)
2003
S tin
%
2004
S tin
%
2005
S tin
%
1. Tin
20.752
22,156
22,283
2. T ti chnh
12,323
7,479
13,029
3. Cc khon phi thu
4,908
1,237
5,160
4. Hng tn kho
3,205
7,472
3,515
5. TSC khc
0,316
5,727
0,579
Ch tiu
A. TSL v T ngn hn
18%
6. Chi s nghip
B. TSC v u t DH
17
17,3
0,241
1. TSC
94,575
2. u t di hn
18,936
15,984
14,073
3. CPXDCB D.dng
75,638
89,867
91,227
4. K qu
0,799
1,195
1,267
Tng
115,327
82
100
107,046
129,202
83
100
10,567
82,7
128,850
100
(Ngun BCTC nm 2003 - 2005 cng ty Vit H)

T kt qu trn cho thy:
+ Tng ti sn nm 2004 - 2005 tng mnh so vi 2003 (tng trn
10 t ng) l do u t ti chnh di hn ca cng ty tng nhanh. Vic
u t ti chnh di hn qu nhiu v tng mnh c th lm cho cng ty
trong vic huy ng vn khi cn m rng quy m sn xut kinh doanh.
+ TSC c chiu hng gim iu ny l do khu hao TSC nhng
n cng chng t t 2003 - 2005 cng ty khng u t thm TSC. Sp
ti cng ty cn i mi nng cp dy truyn sn xut i hi phi c gii
php huy ng vn u t vo TSC.
26
H ni 07- 2006
+ Ring nm 2003 v 2004: C s thay i ln v lng tin mt.

Lng u t ti chnh gim ng k, cc khon phi thu v hng tn kho
tng rt ln y l iu khng tt cho cng ty.
+ Tuy vy n nm 2005 cng ty c nhng bin php kp thi
pht trin tin mt v gim cc khon phi thu, hng tn kho.
+ Gi tr tng ti sn, tng ngun vn ca cng ty trong 3 nm qua
tng ln v s tuyt i:
- Nm 2003: Tng gi tr ti sn ca cng ty l: 129.216,54 tr.
Ta nhn thy rng so vi nm 2003 tng ti sn ca cng ty nm
2004 gim (0,27%) tng ng vi: 331,91 tr.. Nhng n nm 2005
gi tr tng ti sn l: 138.722,74 tr. tng ln so vi nm 2004 l 7,63%
tng ng vi 9838,11 tr.. iu ny chng t rng qui m hot ng
ca cng ty c chiu hng gia tng, cng ty lm n khng b thua l
mt vn.
CHNG II
Thc trng hot ng tiu th sn phm ti Cng

ty sn xut kinh doanh u t v dch v Vit H
27
H ni 07- 2006
1.Phn tch kt qu tiu th sn phm bia hi ca Cng ty sn xut kinh

doanh u t v dch v Vit H.
1.1. Kt qu tiu th sn phm theo thi gian :
- Bia hi l mt sn phm p ng nhu cu cho ng o nhn dn lao
ng. Chnh v vy n c 1 th trng v cng rng ln nht l cc khu cng
nghip - thnh ph - th x - th trn - khu du lch... Bia hi l sn phm mang
tnh ma v biu hin l tiu th mnh vo ma h cn ma ng th nhu cu
th trng gim i. Do iu kin v nhit thi tit c nh hng rt ln
n hot ng tiu th sn phm ca Cng ty. Thng khi ma lnh sn phm
ca cng ty tiu th chm v gim ang k . Ma h nng nc li c nhiu
sn phm mt thay th, iu ny kh khn cho hot ng ca tiu th sn
phm ca Cng ty.
Bng 13 :Tnh hnh tiu th theo qu (2003 - 2005)
n v tnh: Triu ng
Nm
2003
Nm
2004
Nm
2005
7992,43
8577,22
2. Qu II
13701,31 14984,30
3. Qu III
4. Qu IV
STT
1.Qu I
Tng cng
So snh 04/03
So snh 05/04
Tuyt
i
Tuyt
i
9114,44
584,79
7,31
537,22
6,26
16074,54
1283,99
9,36
1090,24
7,27
15604,28
17051,43 18339,35
1447,15
12,16
1287,92
7,55
10275,98
11057,05 11710,67
781,07
7,60
653,62
5,91
4096
8,6
3596
6,9
47574
51670
55239
( Ngun : Phng Marketing v bn hng )

T bng tng hp tnh hnh tiu th sn phm ca cng ty theo qu cho thy:
- Doanh thu tiu th sn phm vn tng u sau cc qu t nm 2003 n
2005.
- Doanh thu thc t t c phn nh ng tnh ma v ca sn phm tuy
nhin tc tiu th ca nm 2005 theo tng qu thp hn so vi tng qu
nm 2004 chng t hot ng tiu th sn phm ca cng ty cha hiu qu.
28
H ni 07- 2006
1.2. Kt qu tiu th sn phm theo khu vc th trng:

Trong nhng nm gn y, mi nm i hi s thch ng v sn phm
ngy cng tng. ho nhp vi c ch th trng si ng v s cnh tranh
gia cc i th ngy cng gay gt th Cng ty hnh thnh mng li tiu
th rng khp (trong 1 ca hng gii thiu sn phm) c gii u khp
min Bc v min Trung. Tuy nhin, do tnh hnh th trng min Bc v H
ni rt phc tp, cn l th trng mi ( min Trung ) i vi Cng ty do v tr
a l qu xa phng tin vn chuyn v thit b bo qun bia cn nhiu hn
ch v vy c nh hng rt ln n qu trnh tiu th.
Th trng ca cng ty c chia thnh cc khu vc nh sau :
Th trng H Ni.
Th trng min Bc : Bao gm cc tnh t Ninh bnh tr ra nh: Ninh
bnh , H nam , Nam nh , Thi bnh , H ty , Vnh phc , Ph th ,
Lo cai , Yn bi , Ho bnh , Lai chu , Sn la , Hi phng ,Hi dng,
Qung ninh ...
Th trng min Trung : Bao gm cc tnh nh : nng , Hu ,
Qung bnh , Qung tr , Ngh an , H tnh , Thanh ho.
Bng sau y cho ta thy r hn tnh hnh tiu th tng khu vc th
trng.
29
H ni 07- 2006
Bng 14:Tnh hnh tiu th tnh theo doanh thu ca cc khu vc th

trng
(nm 2003 - 2005)
n v tnh: Triu ng
STT
So snh 04/03
DT tiu
DT tiu
DT tiu
th nm
th nm
th nm
Tuyt
2003
2004
2005
So snh 05/04
Tuyt
i
2
6836,49
1. H Ni
2. KV min
Bc
3. KV min
Trung
Tng cng
29291,72 28249,23
2455,23
9,15
-1042,49
- 3,56
13896,36 15216,81 17041,24
1320,45
9,72
1824,43
11,99
6841,15
7161,47
9948,53
320,32
4,68
2787,06
38,92
47574
51670
55239
4096
8,6
3569
6,9
( Ngun :Phng Marketing Bn

hng)
Nhn vo bng s liu ta thy, doanh thu tiu th cc vng c s
chnh lch tng i ln. Th trng H ni vn chim t trng ln nht sau
l n th trng cc tnh min Bc.
Mc d vi din tch rt l hp so vi cc khu vc khc nhng khu vc
H Ni c mc tiu th tng i ln chng t rng H Ni l mt th trng
hin ti v tim nng ln ca Cng ty, doanh thu tiu th nm 2004 tng ng
k so vi nm 2003 ( tng 9,15%). Nhng doanh thu tiu th ca th trng
ny nm 2005 li gim so vi nm 2004. V vy cng ty cn ch n cc
bin php h tr tiu th cho th trng ny .
Khu vc min Bc l th trng hp dn ca Cng ty. Vi s nng
ng ca i ng Marketing ca Cng ty, th trng min Bc c khai thc
trit , Cng ty m rng th trng n hu ht cc tnh c nhng tnh min
30
H ni 07- 2006
ni xa xi nh Sn La, Lai Chu, H Giang, Tuyn Quang. T lng tiu

th khu vc min Bc lun tng qua cc nm.
- Nm 2004 doanh thu tiu th khu vc min Bc t 15216,81 triu ng
v tng 9,7% so vi nm 2003.
- Nm 2005 doanh thu tiu th khu vc min Bc t 17041,24 triu ng
v tng 11,99 % so vi nm 2004
- D kin sang nm 2006 lng tiu th cn tng 18 % vi nm 2005 c th
t 20.000 triu ng. Cc tnh : H ty , Vnh phc , Hi phng , Hi dng ,
Qung ninh c mc tiu th cao hn cc tnh khc trong khu vc min Bc,
cc tnh ny c th trng tim nng rt ln cn c khai thc trit v c
hiu qu.
i vi th trng Min Trung c coi l th trng d tnh. My nm
gn y cng ty tr trng hn n th trng ny dn dn sn phm bia hi
Vit H thm nhp tt v c ch ng trn th trng mt s tnh nh:
nng , Ngh an , Qung bnh. Doanh thu tiu th hng nm tng dn. Nm
2004 doanh thu tiu th t 6841,15 triu ng v tng 4,68% so vi nm
2003. Nm 2005 doanh thu tiu th t 9948,53 triu ng v tng 38,92 %
so vi nm 2004.D kin doanh thu tiu th cn tng cao trong nhng nm
ti.
2.Thc trng cc hot ng h tr tiu th ti cng ty sn xut kinh doanh
u t v dch v Vit H:
2.1:Thc trng cng tc nghin cu th trng:
Cng tc nghin cu th trng ca cng ty do phng Marketing v bn
hng m nhim.Phng ny c 15 nhn vin, thc hin cng vic ny
phng giao cho mt s nhn vin th trng,mi nhn vin ny m nhim
mt khu vc th trng nh:
Khu vc H ni .
Khu vc thuc cc tnh : H ty; H nam; Nam nh; Thi bnh; Ninh
bnh.
Khu vc thuc cc tnh Thanh ho v cc tnh min trung.
31
H ni 07- 2006
Khu vc cc tnh Ty bc.

Khu vc ng bc gm: Hi dng; Hi phng; Qung ninh...
Cc nhn vin ny thu thp cc thng tin v i th cnh tranh ti khu vc
mnh qun l. Theo di tnh hnh bin ng v sn lng tiu th thc t cng
nh kh nng tiu th ti khu vc th trng .
Ngoi ra nhn vin th trng cn thu thp cc thng tin v c im
ca khch hng nh: thi quen tiu dng, kh nng thu nhp, thu thp cc
thng tin phn nh ca khch hng v cht lng ca sn phm.Cc thng tin
ny thu thp bng cch quan st trc tip ti cc ca hng bn bia hi Vit H
thng qua cc ch ca hng v nhn vin ca ca hng .
Tt c cc thng tin nay c tp hp v phng Marketing v bo co lnh
o cng ty ra quyt nh. Tuy vy qua tm hiu hot ng Maketing ti
cng ty Vit H cho thy vic thu thp v x l thng tin t th trng cn
mang tnh cm tnh cha khoa hc, thng tin thu thp c c chnh sc
khng cao v ph thuc vo trnh ca cc nhn vin bn hng ti cc i l
bn bia hi cho cng ty nhng cc nhn vin ny khng c o to v
chuyn mn.
2.2: Thc trng chnh sch gi tiu th sn phm.
Mc tiu th nht ca cng ty l khng ngng tng li nhun, m bo
c li nhun cng c ngha l m bo c mt tng lai pht trin cho
Cng ty trn thng trng. y l mc tiu c ngha lu di. Tuy nhin,
vic tho mn hai mc tiu li c nhng mu thun cn c gii quyt kho
lo. iu mu thun chnh l ch tng li nhun y gi bn cao,
m rng th trng cn tng chi ph marketing, gim gi bn. gii quyt
mu thun ny cng ty cn tm mt phng n ti u.
Mc tiu th hai l tng th phn c u tin trong giai on ny, v
n tuy l loi bia hi c cht lng Vit Nam nhng bia hi Vit H b cnh
tranh v cht lng bi bia hi H ni v b cnh tranh v gi bi bia cc loi
bia hi khc do nhng xng bia t nhn sn xut. t song song vi mc
tiu tng th phn l mc tiu v cht lng. Cng ty xc nh chim tnh cm
32
H ni 07- 2006
ca khch hng bng ch tiu cht lng. Bi vy gi sn phm cao th hin

cht lng cao ca sn phm v cng l vic nh v sn phm trn th trng.
Mc gi xc nh phi m bo b p c chi ph sn xut, phn
phi v tiu th trong bao gm c li nhun. Trong thc t sn xut kinh
doanh ti Cng ty, cc chi ph bao gm cc khon ch yu sau:
- Chi ph nguyn liu nng lng.
- Tin lng cng nhn
- Chi ph qun l.
- Khu hao ti sn c nh.
+ Gp chung thnh gi thnh: 28% doanh thu.
- Chi ph Marketing 12% doanh thu.
- Thu tiu th c bit: 30 % doanh thu.
- Li nhun d tnh: 13% doanh thu.
Xy dng mc gi ca Cng ty da trn s xc nh v phn tch gi c
cht lng hng ho ca i th cnh tranh. Cc i th cnh tranh mnh nht
ca Cng ty l Bia hi H Ni , bia Anchor v mt s bia ti khc . Gi c
ca cc loi bia ny kh cao . Tuy vy s hp dn ca sn phm ca Cng ty
khng bng cc i th cnh tranh ny. l s khc nhau v thuc tnh ca
cc sn phm, v hng v, cm gic. Do gi ca sn phm Cng ty
thng thp hn i th cnh tranh mnh ( Bia hi H Ni ) v cao hn i
th va phi (Cc xng bia t nhn ).
Bng 15: Gi bn sn phm bia hi ca cng ty Vit H v cng ty bia H
Ni t 2002 2005
n v tnh: ng/lt
Sn phm
Nm 2002
Nm 2003
Nm 2004
Nm 2005
Bia hi Vit H
5000
5000
5000
5000
Bia hi H Ni
6000
6000
6000
6000
( Ngun: Phng Marketing v bn hng)
33
H ni 07- 2006
Quyt nh gi bn sn phm l cng vic quan trng m ban lnh o

cng ty phi thng qua k hp cui nm ti chnh. Mc gi thng qua s p
dng sut nm tip theo. Trong mt s trng hp c bit Gim c ca
cng ty c th quyt nh iu chnh gi.
Vic p dng chnh sch gi mm do v linh hot nhm kch thch tiu
th sn phm c Cng ty rt ch . Chit khu l mt cng c c Cng
ty dng gim bt hng tn kho nhng thi im tiu th kh khn trong
iu kin khng gim gi chnh thc. Chit khu ny c th chuyn trc tip
cho ngi tiu dng hay cc thnh vin trong knh.
Bng 16: Gi bn bia hi Vit H theo khi lng mua
trong thng ca cc i l
n v tnh:ng/lt
Khi lng mua
Thng 1- 3
Thng 4 - 9
Thng10-12
3000 lt
4700
4800
4700
3000 lt 5000 lt
4600
4700
4600
Trn 5000 lt
4500
4600
4500
( Ngun: Phng Maketing v bn hng )

2.3: Thc trng h thng phn phi sn phm ca cng ty.
Cng ty c hai hnh thc bn hng l t chc quy gii thiu sn phm v
bn bun cho cc h gia nh lm i l Bia Vit H. C th s ho qu trnh
ny nh sau:
S 3: H thng knh phn phi sn phm ca Cng ty Bia Vit H.
i l
Ngi tiu dng
Nh sn xut
cui cng
Ca hng gii
thiu sn phm
34
H ni 07- 2006
Cng ty cn c chnh sch quy t nhng im nh (tiu th di 100

lt/ngy) thnh nhng im ln gii quyt vn mt bng cung cp. Tuy
vy, tp trung ng nht vn l Qun Hai B Trng (khong 200 im), cn
li l:
Qun Hon Kim c khong 40 im
Qun ng a c khong 60 im
Qun Ba nh c khong 14 im
Hong mai - Thanh Tr c khong 60 im
Gia lm c khong 40 im
Thanh Xun c khong 20 im
Cu giy c khong 40 im
Ty H c khong 6 im
Trung bnh mi im tiu th 70 lt/ngy. H tiu th ln nht ca Bia Vit
H ma ng t ti 300 lt/ngy, ma h l 600 lt/ngy. Hin nay ch cn duy nht
mt quy gii thiu sn phm ti 493 Trng nh H Ni vi chc nng ch yu
l gii thiu sn phm, thu nhn cc kin v sn phm ca Cng ty.
Cn cc tnh trung bnh c khong 10 i l/ tnh v bnh qun mi i l
tiu th khong 100 lt/ ngy.
Cng ty s dng phng thc tiu th hn hp. Mt mt, Cng ty bn sn
phm cho khch hng ln, thng xuyn ( cc h gia nh lm i l); mt khc,
m cc qun bia cho ngi tiu dng cui cng vi tnh cht gii thiu sn phm.
Cng ty hin nay ch yu bn sn phm cho cc h kinh doanh k hp ng
thng xuyn h cung cp ti ngi tiu dng. Phng thc bn trc tip tuy
cng pht huy tc dng nhng Cng ty ch cn t chc duy nht mt a im
bn v gii thiu sn phm. Ti sao li nh vy?
Hnh thc t chc cc quy gii thiu sn phm ca Cng ty mang li hiu
qu kh cao, sn lng bn ra tng i nhiu:
35
H ni 07- 2006
Bng 17: Kt qu tiu th 6 thng u nm 2005 v 2006

ti ca hng 493 Trng nh
Thng
Nm 2005 ( l t)
Nm 2006 ( lt )
Nm 2006/2005 (%)
1345
1705
126,8
1270
2085
164,2
1800
3490
193,9
1575
3915
248,6
2860
5996
209,7
2800
9950
355,4
Tng cng
13641
29133
213,6
Nh vy, 6 thng u nm 2006 ca hng tiu th mnh hn 2,13 ln

so vi 6 thng cng k nm 2005. Thm vo , nu nh h kinh doanh mua
v kinh doanh th s li t 900 - 1500 ng/lt cn nu do Cng ty t chc th
ch li t 200 - 600 ng/lt. Do , sn phm ny va to c cng n vic
lm cho ngi lao ng, va m bo cht lng sn phm, gi thnh h, li
nhun cao. Tuy nhin, phng thc ny c im khng linh hot, mm do
ch: cn ph thuc vo a im bn hng, phng thc vn chuyn... m h
gia nh hu nh c sn. Do , hin nay ch tn ti ca hng ti 493 Trng
nh H ni cn hot ng v Cng ty p dng duy nht hnh thc bn
bun ti h gia nh, ngi mua phi trc tip ti Cng ty xin ng k mua
hng v phi mua thng xuyn, lin tc.
Vi c im tiu th theo tng ma, thm ch theo thi tit, Cng ty
cng nghin cu cc bin php sao cho cc h gia nh khng phi bn khon
lo lng v sn phm ca Cng ty, ng thi to th ch ng trong sn xut
(v hu ht ngi mua ly bia vo bui sng, n 10h tng kt li phiu mua
v c s lng tng i v tiu th trong ngy). Ma ng, ma h ngi
mua u c th ng k trc s lng mua v dao ng trong khong .
Nu ma ng h tiu th no mua nhiu th n ma h Cng ty s c chnh
36
H ni 07- 2006
sch nhn h s, u tin mua nhiu hn. l iu c tho thun khng

thnh vn bn gia Cng ty v khch hng lm cho h cm thy thun tin
nht khi thit lp quan h vi Cng ty.
Qua nhng s liu trn, c th rt ra nhn xt kh lc quan v th
trng ca Cng ty. l dung lng m Cng ty chim lnh c. Qua cc
nm s im tiu th tng ln nhiu ng thi s lng sn phm tiu th
tng ln nhiu ng thi s lng sn phm tiu th ti tng im cng tng
r rt. iu cho thy khng nhng cng ty m rng c th trng
theo chiu rng m cn c theo chiu su, th hin ch: s im tiu th
tng ln tc l th trng tiu th sn phm ca Cng ty to ra trn mt din
rng. Ngoi ra, khi lng tiu th ti tng im tng ln chng t ti mi
im lng khch hng tng ln hoc khch hng tin cy v mong
mun tiu th sn phm nhiu hn. y chnh l du hiu cho thy th trng
tiu th sn phm ca Cng ty c khai thc theo chiu su. u nm
2006 cng ty nhn c gn 100 n xin ng k lm h gia nh tiu th
bia Vit H. iu l kt qu ca chin thut li ko khch hng, m rng
th trng ca Cng ty.
2.4: Cng tc lp k hoch tiu th :
K hoch tiu th sn phm thc cht l vic d on trc s lng
sn phm s c sn xut v tiu th trong k k hoch, n gi sn phm
k k hoch v doanh thu tiu th sn phm s t trong k k hoch
doanh nghip ch ng trong vic t chc sn xut v tiu th sn phm.
i su nghin cu tnh hnh tiu th ca cng ty, trc ht cn xem
xt cng tc lp k hoch tiu th. Khi i mt vi nn kinh t th trng tt
c mi hot ng mua bn u khng do Nh nc giao h tr na, cc doanh
nghip phi ch ng tiu th sn phm. Lp k hoch tiu th c ngha
quan trng gip doanh nghip nh hng sn xut. Nu cng tc lp k
hoch khng c cht ch th qu trnh tiu th sn phm s gp kh khn
do s chnh lch gia cung v cu. Mt khc, lp k hoch tiu th th hin
kh nng p ng nhu cu th trng v sn phm ca doanh nghip, theo di
s bin ng th trng t gip cc nh qun tr theo di tnh hnh sn
37
H ni 07- 2006
xut, tnh hnh tiu th v c k hoch cung cp nguyn liu, k hoch lao
ng, k hoch sn xut hp l v thit thc hn.
V vy, vic lp k hoch tiu th c chnh xc hay khng l ht sc
quan trng, i hi kh nng phn tch v d bo nhu cu th trng ca cc
cn b chuyn trch. Vic lp k hoch chnh xc lm cho mi ch tiu ca
doanh nghip c cn i mt cch ng u, gip cho doanh nghip khng
b ht hng, b ng trc s chnh lch qu ln gia k hoch v thc hin.
Vic lp k hoch cn c ngha trong s thit lp mi quan h tiu th vi
th trng, ch ng trong vic k kt hp ng vi khch hng, l c s cho
vic pht trin sn xut.
My nm tr li y, nhn thc r tm quan trng ca cng tc lp k
hoch, cng ty quan tm nhiu n cng tc lp k hoch tiu th. Thng
ht qu III, cng ty thnh lp k hoch tiu th bi y l thi im cng ty
lp cc k hoch ti chnh.
Nhn thy tm quan trng ca vic lp k hoch tiu th sn phm,
cng ty la chn phng php lp k hoch tiu th sn phm tng i
ph hp.
Cn c lp k hoch: m bo cho k hoch lp ra c chnh xc v kh
thi, k hoch tiu th sn phm ca cng ty c lp ra trc ht cn c vo
tnh hnh tiu th sn phm thc t cc nm trc, c bit coi trng nm gn
k.
Bng 18: K hoch tiu th bia hi ca cng ty Vit H nm 2004 - 2006
Din gii
n v tnh
Sn lng
Triu lt
Doanh thu
Triu ng
Thc hin
Nm 2005
K
Thc
nm
hoch
hin
2004
11,2
12
11,76
51670
55000
55289
K hoch
nm 2006
14
62000
( Ngun : Phng Marketing v bn hng )

K hoch tiu th tng thng c lp cn c vo k hoch tiu th nm v
c iu chnh cho ph hp vi tnh hnh thc t pht sinh trong tng thng
38
H ni 07- 2006
bi v bia hi l sn phm mang tnh ma v rt cao.Tng sn lng tiu th

nm 2006 ca Cng ty c tnh s t mc 14 triu lt bia hi, c th cho cc qu
v thng nh sau:
Bng 19: K hoch Sn lng bia hi tiu th theo qu nm 2006
Qu
II
III
IV
Sn lng tiu th (triu lt)
2,7
4,2
4,1
3,0
( Ngun: Phng Marketing v bn

hng )
Bng 20 : K hoch sn lng bia hi tiu th theo thng nm 2006
Thng
Sn lng tiu
th (1000 lt)
860
890
950
1300
1450
1450
1450
1450
10
11
12
1200 1100 960
940
( Ngun: Phng Marketing v bn hng )

2.5:Thc trng hot ng qung co, khuyn mi.
Hot ng kch thch tiu th bao gm cc chng trnh c Cng ty
qun l, s dng cc phng php, phng tin v thng tin gii thiu n
ngi tiu dng v khch hng v hnh nh ca Cng ty, v sn phm bia do
Cng ty sn xut v v n lc ca Cng ty tho mn ngi tiu dng. Hot
ng tiu th c Cng ty trin khai bng cc chng trnh qung co,
chng trnh kch thch tiu th ti tr hot ng vn ho x hi v mt s
hot ng khuch trng khc. Thc t cho thy hot ng khuych trng
sn phm ca cng ty cn nhiu hn ch.Cc chng trnh khuyn mi trin
khai trong nm c tc ng rt ln n tnh hnh tiu th sn phm nhng
cng ty cha quan tm ng mc. Tu hnh thc v cc mc tiu ca chng
trnh khuyn mi m n tc ng ti tnh hnh tiu th mt cc lu di hoc c
cc tc ng dn n nhng chuyn bin tc khc trong khi trin khai. Vic
xem xt c th tnh hnh tiu th trong thi gian trin khai cc chin dch
39
H ni 07- 2006
khuyn mi s lm ni ln nhng tc ng tch cc ca hot ng khuyn mi

tnh hnh tiu th.
Hin nay Cng ty Vit H ang s dng mt s loi bin qung co
nh: bin lm bng mica, st, cc bng c...
Bng 21:Cc loi bin qung co Cng ty SXKD u t v dch v Vit H
ang s dng.
Cht liu
Vi da
Bin Mica
Bin st treo
Bin st ng
Kch thc
0,6 2,4
0,6 2,4
0,6 2,4
0,6 2,4
y l hnh thc qung co duy nht m cng ty ang p dng. Cn

cc hnh thc qung co khc nh: Qung co trn truyn hnh; Ti tr cho
cc hot ng vui chi gii tr, vn ho- x hi; Pan tm ln;...cha c
khai thc.
Chi ph cho hot ng qung co ca cng ty c m t bng s liu
di y.
Bng 22 : Chi ph qung co ca Cng ty Vit H.
Khon mc
n v
2003
2004
2005
Doanh thu
Triu ng
47574
51670
55239
Chi ph qung co
Triu ng
385
496
555
Chi ph qung co so vi doanh thu
0,8
0,96
Li nhun so vi chi ph qung co
5,24
9,33
12,94
( Ngun: Phng Maketing v bn hng )

Vi s liu v chi ph cho hot ng qung co ca cng ty nh trn
cho thy :
Cng ty cha quan tm ng mc ti hot ng qung co.
Mc d chi ph cho hot ng qung co nm 2004 tng 28,8% so vi nm

2003 v nm 2005 tng 12% so vi nm 2004 nhng doanh thu tiu th
40
H ni 07- 2006
sn phm tng thp hn iu ny chng t t chc qung co nh vy l

khng hiu qu.
3. nh gi chung v tnh hnh tiu th sn phm ti cng ty Vit H
3.1. Thnh tu:
Qua phn tch cc s liu ca Cng ty, mt nhn xt c rt ra l
Cng ty tng bc kinh doanh c hiu qu. Nhn chung hot ng tiu thu
sn phm din ra rt kh quan. C c iu ny l nh n lc c gng ca
tp th cn b cng nhn vin trong cng ty khng ngng ci tin, hon
thin v cho ra i sn phm c cht lng ngy cng cao. Bia hi ca Cng
ty thch hp vi mi i tng, th trng ngy cng m rng t cc qun
bnh dn ti cc nh hng ln. Ngi tiu dng thch n v y l loi bia
thm, mt c cht dinh dng cao song gi c li phi chng. Cng ty to
ra c nt ring cho bia ca mnh. y l mt li th rt tt gip Cng ty
tng sn lng tiu th bia hng nm. c bit i vi Cng ty sn xut kinh
doanh u t v dch v Vit H, vn bo v quyn li ca ngi tiu dng
lun l mt vn c s quan tm ca lnh o Cng ty. Cng ty coi vic
bo v ngi tiu dng c tnh cht sng cn vi mnh, do lun tm cch
la chn nhng ngi cung cp trung thc sn phm ca mnh khng b
pha trn, lm gi hoc t nng gi qu cao gy mt uy tn ca Cng ty.
Bng nhng c gng ca mnh cng ty xy dng c mt mng
li tiu th rng ln, gi vng c th trng truyn thng, m rng c
th trng mi lm cho sn lng sn xut v tiu th tng rt nhanh qua
cc nm. Cht lng tt gip cho sn phm ca Cng ty c th cnh tranh vi
cc hng, cng ty khc trong lnh vc ny.
Bn cnh , Cng ty cng t c mt s thnh cng trong vic kt
hp cc bin php khuyn khch, h tr cho hot ng tiu th v m rng
th trng. Hiu r tm quan trng ca cc n by ny, Cng ty khng
ngng c nhng chnh sch mi nhm mang li cho khch hng nhiu tin ch
nht, v d nh s linh hot trong cc khu thanh ton, giao hng, vn chuyn
hng... chnh l nhng ng c thc y khch hng ngy cng gn b vi
Cng ty.
41
H ni 07- 2006
Cng ty tng bc thm nhun nguyn tc kinh doanh, tng bc u

t cho cng tc qung co v tin hng qung co c hiu qu, gy c uy
tn v s hiu bit v sn phm ti ngi tiu dng. Kt qu l ngy cng c
nhiu h gia nh ti ng k kinh doanh bia Vit H, sn lng v doanh thu
ngy cng tng, th trng ngy cng c m rng.
3.2. Nhng hn ch v nguyn nhn cn gii quyt:
Trong nhng nm qua, bn cnh nhng thnh tch t c, Cng ty
vn cn nhiu iu vng mc trn tr. Tn ti ln nht ca Cng ty l khi
lng sn phm tiu th thc t lun khng t c so vi nhu cu ca th
trng. iu ny khin Cng ty b tht thit nhng ngun li nhun khng
nh. Mc d vy, qua cng tc hch ton qu trnh sn xut kinh doanh, kt
qu cho thy cng ty vn kinh doanh c hiu qu.
Tn ti th hai l mt bng cung cp sn phm ca Cng ty (hin nay
254 Minh Khai) qu nh hp. Do , vo nhng ngy h nng nc, lng
khch hng n Cng ty rt ng, d gy nn tnh trng ln xn, nh hng
n mi trng lm vic ca Cng ty.
Nhng nguyn nhn gy nn tn ti trn l do:
Nguyn nhn th nht: Cng tc iu tra nghin cu nhu cu th trng
cha c quan tm ng mc. Vic nghin cu th trng phi da trn c
s cc thng tin c thu thp thng xuyn, lin tc. Song trong lnh vc
ny.
Cng ty mi ch tin hnh nghin cu rt s si, nhiu khi da vo cm
tnh hn l trn c s thu thp cc s liu thc t.Vic nghin cu thu thp
cc thng tin v gi c, cht lng sn phm... ca cc i th cnh tranh b
b qua. Do , Cng ty khng c nhng bin php x l kp thi trong cc
tnh hung cnh tranh trn th trng hay b l mt cc c hi hp tc kinh
doanh Cng tc nghin cu th trng cha c ch trng. Do vy kt qu
tiu th v m rng th trng khng t c mong mun. Ngoi ra, v tr
ngi ny m nhiu ngun lc ca Cng ty khng c khai thc, v d nh
nhng nhn vin c kh nng lm cng tc gii thiu sn phm, chiu khch,
chiu hng...
42
H ni 07- 2006
Nguyn nhn th hai l gi c: B phn nghin cu th trng hu nh

khng c chnh thc, quy gii thiu sn phm c t chc mt cch hn
ch. Do vy, cc thng tin v gi c l rt t. Hin nay Cng ty khng kim
sot c gi c. Cc khch hng xa phi t vn chuyn hng ho nn h
tnh thm mt khon chi ph vo gi bn v t nng gi gy n tng xu v
sn phm ca Cng ty.
Nguyn nhn th ba: Cng tc h tr tiu th sn phm l cc hot ng
h tr cho tiu th sn phm vn cha c Cng ty quan tm ng mc.
Nguyn nhn l ngn sch chi cho qung co l qu t i. Cc hnh thc qung
co l qu n iu, ngho nn, ch c mi bin qung co l tn tin. Vi sn
phm cha c uy tn cao cn phi qung co nhiu bng cc hnh thc a
dng phong ph, thu ht s ch ca khch hng. Nhng thc s nhng vn
ny cha c Cng ty nghin cu k v u t thch ng.
Nguyn nhn th t: Trc y hnh thc bn hng ti b phn gii
thiu sn phm rt c hiu qu nhng nay b thu hp li. Nu hnh thc ny
c t chc mc hp l th t khng nhng c th tng lng tiu
th m cn phc v c lc cho vic thu thp cc thng tin t pha khch
hng. l trng hp nhng ngy h nng, trong cng mt thi im s
lng ngi mua rt ng, gy cn tr cho vic thanh ton v giao hng,
khch hng phi ch i. i vi cc i l xa, vic i li vn chuyn hng
ho cng gp nhiu kh khn hn. Do c th ni mt nguyn nhn ln
khc na l s la chn knh phn phi. H thng knh phn phi hin nay
ca Cng ty cn c nhiu im cha ph hp vi c im ca Cng ty v th
trng.
Bn cnh nhng thnh tu t c l nhng cn tr m Cng ty c
nhiu vng mc, mt trong nhng cn tr l h thng knh phn phi .
Tn ti chnh y l ban lnh o Cng ty cha nh gi ng v tm quan
trng ca knh phn phi, thc t tiu th cha bao gi t k hoch tiu th
v hin ti s lng i l, cc im bn trong knh phn phi tuy kh ln
nhng khng ng u. iu ny cho thy rng bia Vit H trn th trng
cn rt nhiu khong trng cn phi lp. Do vy hiu qu t c cha phi
43
H ni 07- 2006
l cao nht. N nh hng khng nh ti m rng sn xut v nng theo thu

nhp ca cn b cng nhn vin.
CHNG III
Mt s gii php thc y hot ng tiu th

44
H ni 07- 2006
sn phm bia hi ti cng ty sn xut kinh doanh

u t v dch v Vit H
1. Nhng thun li v kh khn ca cng ty.
1.1 Thun li
- t nc bc vo thi k cng nghip ho hin i ho, nn kinh t
th trng chun b sang giai on pht trin, iu to nhng c hi cho
cng ty pht trin ln mnh.
- Vit Nam ang y nhanh qu trnh hi nhp vi th gii, chnh v vy
m n to iu kin thun li cho cng ty trong chin lc ,cho cng ty tm
kim m rng th trng, a cng ty tin vo hot ng th trng khu vc
v quc t.
- Cng vi s pht trin ca nn kinh t, khoa hc k thut cng pht
trin khng km, cng ty bit tn dng nhng thnh tu ca khoa hc vo
sn xut, mnh dn u t hng chc t ng vo vic mua sn phm cc
trang thit b hin i. V vy m cht lng bia ngy cng c uy tn trn th
trng.
- Nn kinh t Vit Nam ang bc sang mt giai on pht trin, v vy
m i sng ca nhn dn c nng cao, nhu cu v bia ngy cng cao, hn
th na sn phm ca cng ty ang c uy tn trn th trng, y chnh l iu
kin thun li cho vic m rng quy m sn xut ca cng ty.
- Ngoi ra cn mt thun li na l Ban gim c iu hnh cng ty
ht sc linh hot, nhy bn v sng to nm bt c th trng, c ng li
chin lc sn xut, tiu th sn phm ng n. Cng ty c mt i ng
cng nhn k thut lnh ngh, trnh tip th cao a uy tn ca cng ty
snh ngang vi cc hng bia ln nh bia Si Gn, bia H Ni, sn phm bia
ca cng ty cng c coi l nim t ho ca bia ni.
1.2 Kh khn:
Bn cnh nhng thun li cng ty cn gp mt s kh khn sau:
45
H ni 07- 2006
- Hin nay, cng ty Vit H gp nhng kh khn ni bt l tnh trng

my mc thit b dy chuyn sn xut chnh qua s dng khai thc ht
cng sut lin tc trong nhiu nm, h hng xung cp l h thng cc
thng ln men v h thng lnh, i hi phi c thi gian, kinh ph u t
sa cha, nng cp, trong iu kin vn phi cng c, gi vng v tng cng
th phn lm tin pht trin sn phm trong chin lc xy dng nh
my mi ca cng ty, nhm p ng nhu cu th trng ngy mt nng cao
cht lng v s lng.
- Kh khn th hai l, sc mua nhn chung l cha c ci thin nhiu.
Tnh trng cnh tranh gay gt ca mt hng bia, nht l bia hi vo thi im
ma h, ti a bn H Ni din ra quyt lit hn bao gi ht. Cc nh my
bia t nhn khng ngng u t ln m rng cng sut, a ra sn phm kh
c th kim sot ni cht lng v sinh an ton thc phm, i i vi vic
trn lu thu, gim gi bn di gi thnh,... tng cng cnh tranh khng
lnh mnh ngy cng y mnh cc doanh nghip lm n chn chnh i vo
th bt li. Hn th na hin nay cng ty phi chu mc thu sut thu tiu
th c bit cao (i vi bia hi l 30%) cho nn lm gim hiu qu s
dng vn so vi cc doanh nghip ca mt s ngnh ngh khc.
- Kh khn th ba l, vic p ng nhu cu nguyn liu cho qu trnh sn
xut, nguyn vt liu chnh cn c: Malt, hoa bia (Houblon), nc, men ging
trong Malt v hoa bia l loi nguyn vt liu ngoi nhp cho nn vic p
ng y cc nguyn liu ny i hi phi b ra mt khon chi ph ln
thu mua v d tr cho qu trnh sn xut khng b gin on.
1.3. nh hng pht trin ca cng ty.
C th ni rng sn phm bia hi ca cng ty sn xut kinh doanh u t
v dch v Vit H ngy cng chim u th trn th trng. Cng ty khng
ngng nng cao cht lng sn phm bng cch thng xuyn i mi quy
trnh cng ngh, u t thm my mc thit b, m rng sn xut,nng cao
cng sut.
Bc sang thc hin nhim v SXKD nm 2006, nm u ca k hoch
5 nm tip tc s nghip i mi, CNH- HH pht huy nhng thnh tch t
46
H ni 07- 2006
c trong nhng nm pht trin va qua, CBCN Cng ty sn xut kinh

doanh u t v dichj v Vit H v cng phn khi, t ho nguyn on kt
mt lng, tip tc phn u hon thnh xut sc mi nhim v m ng, cp
trn giao cho, xy dng cng ty khng ngng pht trin, vng mnh v mi
mt, thc hin tt i vi ngha v i vi nh nc, bo m vic lm v i
sng ca ngi lao ng khng ngng c ci thin, phn u tr thnh mt
trong nhng doanh nghip hng u th .
Bng 23: Mc tiu c th ca cng ty trong nm 2006 nh sau
KH cp trn
Cc ch tiu
VT
gi
ao
KH phn u ca
cng ty
Np ngn sch
Triu ng
2.600
2.600
Doanh thu
Triu ng
60.000
62.000
Thu nhp bnh qun
1000/ngi.
1.700
thng
( Ngun: Phng K hoch )
K hoch u t:
y mnh tin xy dng nh my sn xut bia mi, cng sut 50
tr.lt/nm, giai on1 (trong 2 nm 2006-2007): 25tr.lt/nm ti huyn T
Lim.
Thc hin D n c duyt: ci to, sa cha,nng cp v u t
mi dy chuyn sn xut bia ti a im 254 Minh Khai - Hai B Trng.
Xc tin mnh cng ty c phn Vit H sm c nim yt trn
TTCK v khi cng, hon thnh d n Trung tm TDTT - Vui chi gii tr
thuc cng ty c phn Nam HN, vn 10 t ng ti 493 Trng nh vo u
ma h a vo khai thc hiu qu.
47
H ni 07- 2006
2. Mt s gii php nhm thc y hot ng tiu th sn phm ti Cng ty

sn xut kinh doanh u t v dch v Vit H .
Qua phn tch nhng u im, tn ti v kt qu ca hot ng tiu th
sn phm ca Cng ty sn xut kinh doanh u t v dch v Vit H em
thy cn phi a ra mt vi gii php c bn nhm y mnh hot ng tiu
th sn phm bia hi ti cng ty nh sau:
2.1. Khng ngng nng cao cht lng sn phm :
Cc doanh nghip thuc cc thnh phn khc nhau tham gia vo nn
kinh t ngy cng nhiu v phc tp. iu to iu kin cho ngi tiu
dng c nhiu c hi la chn cc sn phm khc nhau theo nhu cu ring.
Do vy, c th tiu th c sn phm ca mnh cc doanh nghip phi
cnh tranh vi nhau v nhiu phng din. c bit trong iu kin hin nay,
cht lng sn phm c coi l phng tin cnh tranh hiu qu nht
ginh thng li. C th ni, t khi c chnh sch m ca nn kinh t th sn
xut kinh doanh thc s tr thnh "trn chin nng bng" vi s cnh
tranh gay gt gia cc doanh nghip.
Thm vo , i sng x hi ngy cng c nng cao, nhu cu ca
con ngi i vi cc sn phm, hng ho khng ch dng li s lng m
c cht lng sn phm cng ngy cng c ngi tiu dng quan tm
nhiu. t c cc mc tiu ca mnh, cc doanh nghip phi tiu th
c sn phm ca mnh. Tuy nhin, vic tiu th sn phm ph thuc vo
nhiu yu t, ng k nht vn l cht lng sn phm, hng ho dch v. Do
vy, cc doanh nghip cn phi tm ra cho mnh nhng gii php ti u c
c sn phm c cht lng cao, tho mn mt cch tt nht nhu cu ca
ngi tiu dng - chnh l con ng duy nht doanh nghip tn ti v
pht trin lu di.
Sn phm c xem l vn sng cn ca doanh nghip. Doanh
nghip c th tip tc tn ti hay khng l ph thuc vo sc sng ca sn
phm. Sn phm ch c th tiu th c khi v ch khi n ph hp, p ng
c nhng g th trng yu cu, n phi c sc li cun, to ra s hp dn,
tho mn yu cu ca ngi tiu dng v n thc y ngi ta n hnh ng
48
H ni 07- 2006
mua. V vy khng ngng nng cao cht lng sc hp dn sn phm ngy

cng p ng, tt nht yu cu, mong mun ca ngi tiu dng l vn m
bt k doanh nghip no cng quan tm v t ln hng u.
i vi Cng ty sn xut kinh doanh u t v dch v Vit H ang
cng c v m rng th trng th vic ci tin nng cao cht lng sn phm,
cng nh vic tung ra mt sn phm mi c cht lng, hng v c o
cng l iu rt cn thit. Sn phm ca cng ty hin nay phi cnh tranh vi
nhiu hng m sn phm ca h c cht lng v c a chung trn th
trng nh bia hi H ni , bia Anchor... Chnh v vy i hi Cng ty phi
c nhng bin php khng ngng hon thin hn sn phm ca mnh nhm
t nhng mc tiu ra.
- Cng ty cn xem xt u t nhiu hn vo h thng cung cp dch v
cho cc khch hng ca mnh. Cng ty c th tin hnh cung cp dch v di
nhng hnh thc sau y nng cao cht lng h thng dch v :
---> T chc tuyn chn v o to i ng nhn vin chuyn nghip
chuyn phc v cung cp cc dch v cho sn phm bia hi ca mnh.
---> Cng ty nn thit lp b phn lm dch v phc v khch hng
gii quyt cc kin phn hi (ng h, gp hay khiu ni...) ca khch
hng. p ng mi yu cu v dch v vn chuyn ca khch hng chuyn
ch n mi ni, hay phc v ngay ti bn cc qun bia cc nh hng, tim
n c sn phm ca hng. Cng ty c th dnh nhng ng in thoi ring
gii quyt thng tin nhanh chng cho khch hng v gi c tng loi hay
v tnh cht c cu ca ca sn phm hay dch v lin quan...
- Tn dng, hc hi nhng kinh nghim lu nm trong lnh vc trng
ct v ln men bia ca bn lin doanh an Mch - l nh sn xut
Carlsberg quc t, ca an Mch, mt t nc ni ting trn quc t v
truyn thng v lu i ca sn phm bia v y l hng ang k hp ng
lin doanh vi cng ty ti nh my bia ng nam .
- Tin hnh vic hon thin sn phm s khng tn km nhiu chi ph.
Bi l do sn phm bia c sn xut qua mt qu trnh (t xay nguyn liu,
n un si, lm lnh ri ln men...). y l qu trnh mang tnh cht truyn
49
H ni 07- 2006
thng v nguyn tc trong sn xut bia. Do , vi dy truyn k thut c s

vt cht hin c vn ci tin sn phm v cht lng th cn phi thay i mt
s cng on nht nh trong dy truyn sn xut (nh phng php ln men,
hay cng thc thnh phm nguyn liu...) hoc gi s Cng ty mua mi hon
ton mt cng ngh mi th cng c nhiu im thun li do nh vo mi
quan h lm n ca hng Carlsberg cng nh uy tn v trnh ca i ng
chuyn vin trong vic thm nh v nh gi dy truyn la chn mt
cng ngh ti u nht
- Cng ty cn c mt i ng k s, cng nhn, ngi Vit Nam lnh
ngh c k nng nghip v trong lnh vc sn xut cng nh kinh doanh sn
phm bia c th ch ng c lp hn trong kinh doanh, b pha i tc
chi phi, v ph thuc nhiu vo h.
- C th tin hnh vay vn kinh doanh ca cc t chc phi chnh ph
thng qua hnh thc d n xc tin vic lm cho ngi lao ng, u t pht
trin... c hng ch u i (nh li sut thp trong thi gian di).
- Nng cao tnh hon thin ca sn phm, lm cho sn phm p ng
c nhng i hi, yu cu ca khch hng, nng cao tnh cnh tranh ca
sn phm v cht lng, v mu m so vi sn phm ca cc i th khc. L
nhn t quan trng khng ngng tng s lng sn phm tiu th nhanh
chng thm nhp, chim lnh m rng th trng tiu th sn phm ca Cng
ty, to c danh ting, tn tui trn thng trng
2.2. Tng cng v hon thin cng tc nghin cu th trng:
Vn ct yu nht i vi cc doanh nghip l u ra. Vic tiu th
sn phm trn th trng ni a kh m vn ra nc ngoi cng kh hn
v i hi v cht lng i vi hng ho rt cao, s cnh tranh cng quyt
lit hn. m bo hng ho c tiu dng chp nhn th i hi trc ht
phi nghin cu k th trng. Thc t cho thy, nu khng tm hiu k th
trng, nht l i vi cc doanh nghip khng trng vn, th kh nng tht
bi l rt ln. cc nc pht trin, cc nh doanh nghip rt coi trng vic
nghin cu th trng c th m h chun b tham gia vo, nm chc nhng
kh khn v thun li, nh gi ng tnh hnh trc khi tung sn phm ra,
50
H ni 07- 2006
nht l ti nhng th trng mi. Mi th trng c mt nt c th ring, th

hiu ca ngi tiu dng ph thuc vo mc sng, thi quen tiu dng, vn
ho hng th, c tnh dn tc... v th nu khng c nhng bc chun b
chc chn s tht bi trong vic ginh git th phn vi cc i th khc.
Vic nghin cu th trng c tm quan trng c bit trong vic xc
nh ng n phng hng pht trin sn xut - kinh doanh, ng thi lm
cho qu trnh sn xut - kinh doanh c th c thc hin nhanh chng, nhp
nhng... Trn c s nghin cu th trng, doanh nghip cn nng cao c
kh nng thch ng ca sn phm mnh sn xut ra vi cc yu cu, th hiu
ca ngi tiu dng; nm bt, n u cc nhu cu v ci tin sn phm cho
ph hp. V vy, cng tc nghin cu th trng l khng th thiu trong sn
xut - kinh doanh
Cc phn tch v tnh hnh tiu th sn phm trong cc nm qua ca
Cng ty sn xut kinh doanh u t v dch v Vit H cho thy: tuy sn
lng sn xut, tiu th c tng song v thc cht li khng hon thnh k
hoch v sn lng sn xut lun nh hn cng sut thit b. iu chng t
tnh hnh sn xut - kinh doanh ca Cng ty cha t ti hiu qu cao nht.
Nguyn nhn l do cha tiu th c sn phm, cha m rng c th
trng mt cch hp l. Thc t ny cho thy phi t ra cc cu hi:
Mng li phn phi nh vy hp l v khng gian cha ?

Sn phm bia c m, nht va phi cha? Cht lng ca
sn phm c nh gi nh th no?
Gi c hp l cha?...
Mun c nhng thng tin ny, Cng ty phi c b phn chuyn trch
lm cng tc nghin cu th trng. Hin nay Cng ty cha c b phn
nghin cu th trng mt cch c lp, chuyn su theo ng ngha ca n.
B phn lin quan v chu trch nhim v cng tc tiu th hin nay ca Cng
ty c b tr ch bao gm mt Ph Gim c kinh doanh ch o phng bn
hng - Marketing gm mt s nhn vin trong , ngoi vic t chc lm
qung co, dch v, t chc bn hng cn cng vic nghin cu th trng th
rt s si.
51
H ni 07- 2006
S 4: C cu ca cc b phn kinh doanh.
Nghin cu Marketing
Nghin cu
th trng
Qung co
v dch v
T chc
bn hng
Vi s t chc mi ny, Cng ty s phi b tr thm ngi vo

phng Marketing v bn hng bng cch chn la nhng ngi c nng lc
chuyn mn lm cng tc tip th, bi dng thm kin thc v marketing...
Chc nng ca b phn ny l:
Nghin cu th trng: thu thp thng tin trn th trng v

chng loi hng ho m Cng ty kinh doanh cng nh s thch ng ca sn
phm Cng ty sn xut ra trn th trng nh th no? Cc cn b lm cng
tc ny khng ch ngi ti bn phn tch cc s liu sn c m phi phn nh
nhiu vn ca th trng v hng ho, gi c, cung cch phc v, bin ng
ca th trng, xu th ca ngi tiu dng... C th l cc cn b ny phi
nm c tng khu vc th trng, phi tr li c cc cu hi nh:
Khch hng khen, ch sn phm im no?
Sn lng tng thi k nht nh thay i nh th no?
Gi c hp l cha?
Khch hng c yu cu g v dch v hoc cch thc bn hng?...
Cc thng tin ny s c nhanh chng a v cc b phn c chc
nng kp thi hon thin sn phm.
Qung co v dch v: xut cc phng hng, bin php

qung co sn phm ca Cng ty sao cho hiu qu nht, ng thi nghin cu
cc hot ng dch v hu hiu nhm thu ht khch hng v h tr cng tc
duy tr v m rng th trng cho Cng ty.
52
H ni 07- 2006
T chc bn hng: t chc mng li bn hng trn c s nghin

cu cc th trng, phn phi sn phm vo cc knh v giao nhn kt thc
qu trnh sn xut - kinh doanh.
Nu thc hin tt gii php ny s to ra c s chuyn mn ho trong
cn b cng nhn vin, to ra s phi hp cht ch gia cc khu, mang li
hiu qu cao cho hot ng tiu th v m rng th trng, th hin ch:
Cng ty c th bit c th trng no c trin vng nht i vi
sn phm v dch v ca mnh ( c v khng gian, thi gian...) tp trung
sn xut sn phm hng ho, dch v phc v th trng .
Cng ty c th bit c tnh hnh gi c bnh qun trn th trng
iu chnh sn xut v gi c ca mnh.
Cng ty c th bit c yu cu ca th trng v cht lng v
phng thc bn, ...v c th a ra cc gii ph ph hp.
Tuy nhin, mun lm c nhng vic trn cn phi o to cc cn b
c chuyn mn gii, trang b h thng my mc lu tr v x l thng tin
trang b qu cho nghin cu th trng to iu kin thun li cho cc cn
b ny hon thnh tt nhim v.
2.3. Xy dng chnh sch gi c hp l:
Cng ty sn xut kinh doanh u t v dch v Vit H tng quan nim
rng mun thu ht c khch hng th khng nhng sn phm phi c cht
lng cao ph hp vi th hiu ngi tiu dng m cn phi c mt gi c
hp l. Gi c y va m bo b p chi ph sn xut li va c th khuyn
khch ngi tiu dng sn phm. Chnh v vy, vic xy dng mt chnh sch
gi c ng ng l iu m lnh o Cng ty lun trn tr. Ngay t ngy u
sn xut cho ti nay, Cng ty c chnh sch gi lun n nh trong tng
thi k v c sc cnh tranh cao. Sau y l mt s thng k v s thay i
trong mc gi ca Cng ty t nm 2001 n nay:
Bng 24: Gi bn sn phm bia hi t nn 2001 n nm 2005.

53
H ni 07- 2006
Mt hng
Bia hi
n v
ng/lt
Nm
Nm
Nm
Nm
Nm
2001
2002
2003
2004
2005
4700
5000
5000
5000
5000
Ngoi vic p dng chnh sch gi c mm mng linh hot theo xu

hng din bin trn th trng, Cng ty nn thng xuyn nh gi li
nhng chi ph trong gi thnh phm, xy dng c cu chi ph..., qua xem
xt khon chi no hp l, khon no c th tit kim c th h gi thnh
xung mc thp nht, tng sc cnh tranh cho sn phm ca mnh.
Mc d hin nay trn th trng H Ni, cnh tranh v gi c i vi
sn phm bia hi nhng v tr cho cnh tranh v cht lng, nhng gi c
vn c vai tr quan trng i vi cnh tranh. Do , Cng ty nn ra
chng trnh ct gim gi nhm thu ht khch hng v nng cao tnh cnh
tranh ca sn phm vi cc i th nh bia hi H Ni, bia hi Bch Khoa,
bia hi Hennegeer... Trong nm 2006, Cng ty nn tin hnh gim gi dn
xung mc 4500 /lt. C th l:
Qu I : Gim 100 /lt

Qu II: Gim 100 /lt
Qu III: Gim 200 /lt
Qu IV: Gim 100 /lt
Cn c gim gi l chi ph sn xut kinh doanh, gi c ca i th
cnh tranh. Nu bn vi gi 4.500 /lt v sn lng tiu th l 15 triu lt th
doanh thu ca Cng ty s l:
15 4500 = 67.500 (triu ng)
Nh vy, Cng ty vn hon thnh v hon thnh vt mc k hoch
doanh thu nm 2006 (k hoch l 62.000 triu ng) l 5.500 triu ng.
Ngoi ra, Cng ty nn tip tc p dng chnh sch gi phn bit i vi
nhng h gia nh tiu th khi lng ln.
54
H ni 07- 2006
2.4. Tng cng h tr tiu th sn phm:

Trong mt thi gian di, tt c cc cng ty, cc hng khi bc vo kinh
doanh u nhn thy rng: tin hnh cc bin php ym tr bn hng ( chiu
khch, chiu hng, qung co) l nhng bin php quan trng thu ht s ch
ca khch hng, thc y qu trnh sn xut - kinh doanh thu c hiu qu
cao. C rt nhiu hot ng Cng ty sn xut kinh doanh u t v dch v
Vit H tin hnh nhm y mnh tiu th sn phm ca mnh. l:
Nghin cu a bn qung co trng tm: Cng ty phi xc nh
rng trong thi gian trc mt, sn phm bia hi ca Cng ty cha th vn
ti cc vng qu xa v iu kin lm c nhng vic l phi c vn
u t ln. Do , a bn H Ni v cc huyn ngoi thnh phi c nh
gi l mc tiu trng tm. Cng ty phi qung co nhn hiu ca sn phm
i vo trong i sng hng ngy ca ngi dn H Ni.
Nghin cu phng tin qung co: c rt nhiu phng tin c
th dng thc hin nhim v, chc nng ca qung co. Mi hnh thc
u c nhng c im ring v tc dng khc nhau. Tuy nhin, Cng ty Bia
Vit H nn chn la hnh thc truyn tin ti mi ngi bng cc phng tin
qung co ngoi tri. l cc bng c, bin hiu treo ti cc nh hng,
khch sn, trn cc trc ng giao thng ln. Cc hnh thc ny ph hp vi
tim nng v mc tiu ca Cng ty.
Hin nay Cng ty Vit H ang s dng mt s loi bin qung co
nh: bin lm bng mica, st, cc bng c...
55
H ni 07- 2006
Bng 25:Cc loi bin qung co Cng ty SXKD u t v dch v

Vit H ang s dng.
n gi
(1000 ng/m3)
Kch thc (m)
Chi ph cho mt bin

qung co (1000 ng)
Vi gi da
150
0,6 2,4
216
Bin mica
260
0,6 2,4
374
Bin st treo
170
0,6 2,4
244
Bin st ng
170
0,6 2,4
102
Cht liu
Cng ty nn s dng nhiu bin st treo vi kch thc 0,6 2,4 (m) v
cc nh mt ph hin nay thng thng c kch thc t 2,4 - 3,0(m). Do
y l kch thc tng i chun. Bn cnh , Cng ty cng nn t lm
cc bin kch c ln (30m2, 50m2...)thit k p, a nhn hn t ti cc
trc ng giao thng chnh, ni cng cng... Cc bin st ng cng t ra c
hiu qu v n nh, t gn trn ng ph, ngi i trn c hai chiu u c
th nhn thy d dng. Ni dung trn cc bin l tn ca sn phm v biu
tng ca Cng ty vi mu sc c trng nhm gy n tng vi tn gi ca
sn phm.
Xc nh ngn sch cho hot ng qung co: cn c vo tim nng v
mc tiu ca mnh, Cng ty nn xy dng ngn sch dnh ring cho hot
ng qung co bng cch xc nh mt t l % nht nh trn doanh thu.
Bng 26 : Chi ph qung co ca Cng ty Vit H.

56
H ni 07- 2006
Khon mc
n v
2003
2004
2005
Doanh thu
Triu ng
47574
51670
55239
Chi ph qung co
Triu ng
385
496
555
Chi ph qung co so vi doanh thu
0,8
0,96
Li nhun so vi chi ph qung co
5,24
9,33
12,94
Tng cng cc hnh thc khuyn mi, cc chng trnh thu ht,
li mun khch hng, t chc l trao gii cho khch hng tiu th nhiu sn
phm ca Cng ty... nh chng trnh m Cng ty p dng trong thi va
qua. C th l:
Bng 27: Chnh sch khuyn mi ca Cng ty Vit H

trong thi gian qua.
S lng tiu th ca khch hng (x)
T l c khuyn mi vo thng
sau (%)
x = 100 lt
100 lt < x< 500 lt
x 500 lt
10
Khch hng no tiu th lng sn phm tng ng vi mc cho trong

bng th s n u thng sau s c u tin mua thm mt t l tng ng
vi s lng tiu th ca mnh c cho trong bng trn. Nh vy, nu mt
ngi mua 100 lt bia hi th n u thng sau s c mua 101 lt, 500 lt
th thng sau s c 550 lt...
* Nn ti tr cc hot ng th dc th thao, vn ho, ngh thut v
phi l ti tr chnh (chng hn nh bia Carlsberg ti cho gii bng ngoi
hng Anh v Cp C1 chu u, bia Tiger ti tr cho Seagames...)
57
H ni 07- 2006
2.5. Hon thin knh phn phi sn phm trn th trng mc tiu
Mt hn ch ln km hm vic m rng v hon thin mng tiu th
Cng ty sn xut kinh doanh u t v dch v Vit H l mng knh phn
phi cha c im phn phi hp l m bo cho sn phm sn sng thi
gian v a im trong knh.
Sn phm bia hi l sn phm kh bo qun nn cht lng ti tay
ngi tiu dng rt c quan tm. Mc tiu phn phi hin ti trong Cng ty
l cc nh bn l p ng nhu cu ca bt k ai trn th trng H Ni v ven
mun ung bia Vit H. Cng ty hin ang s dng hnh thc phn phi
ti a l ba cp vi vic giao hng ti xng sn xut, ch c nh lnh bo
qun bia ti xng, cha c thit b bo qun bia khi vn chuyn xa v ch
yu da vo u im ca cc bom bia nh khch hng t vn chuyn n
cc im bn (hn ch c s gim st v cht lng bia). X hi ngy cng
pht trin, i sng ca ngi dn c ci thin mt cch tng i, cu v
bia nh cng tng ln do vy a im giao hng ti 254 Minh Khai s b
qu ti vo ma nng. Nhng ngi xa th rt ngi v c khi l khng th
nhn lm i l ca Cng ty. C mt thc t l cc im bn bia Vit H cha
c my ven , trong ni thnh th phn b khng ng u, tp trung nhiu
nht qun Hai B Trng (228 i l, chim ti 50,67% trong tng s i l).
ci thin nhng tn ti v khng gian phn b i l cc nh qun tr knh
phi da trn kt qu nghin cu th trng phn tch a ra hng v k
hoch pht trin knh hp l. Mun tng im phn phi bia cho cc i l,
Cng ty c th t mnh ng ra m trm bia ti nhng ni xa phn xng sn
xut hoc lin kt vi t nhn, chp nhn cho h tr thnh nhng nh bn
bun. Vi thay i nh vy mc tiu phn phi hin ti ca Cng ty vn ph
hp vi s pht trin ca bn thn Cng ty v th trng. Vi mc tiu phn
phi ny, Cng ty s m rng knh phn phi bng cch chp nhn nhng
trung gian ln hn m khng ch hn ch nhng ngi bn l. Nhng ch c
nhng ngi bn l v cc ca hng gii thiu sn phm mi c quyn cung
cp bia ti nhng ngi tiu dng.
Kiu knh phn phi Cng ty la chn ti a s l 4 cp.
58
H ni 07- 2006
Kin ngh s h thng knh phn phi sn phm

Kiu hin nay:
i l
Ngi tiu dng
Ngi sn
xut
cui cng
Ca hng gii
thiu sn phm
Cn thay i:
Ngi
sn
xut
Ca hng gii thiu sn phm
Bn l
Bn
bun
Ngi
tiu
dng
cui
cng
Bn l
Vi h thng knh phn phi loi ny cc nh qun tr vn m bo

c mc ch qun tr v thit lp knh phn phi l lm sao cho ngi tiu
dng cui cng tip cn c vi sn phm mc st nht c th. Bi cc
im phn phi bia cho cc nh bn l y l do Cng ty t m nhn hoc
lin kt vi t nhn. Nu lin kt vi t nhn th Cng ty v nh bn coi nh
l mt [(nh sn xut nh bn bun) ngi bn l ngi tiu dng)].
Mi t nhn c Cng ty chp nhn lm i tc khng nhng c la chn
k cng, ng iu kin, c cc rng buc cam kt cht ch, r rng m cn
mt iu quan trng l gia Cng ty v t nhn c s lin kt v vn. Cng ty
gp lng vn ln c quyn iu hnh, kim tra, kim sot v rng
buc c cc im phn phi mi.
59
H ni 07- 2006
Cn c vo cu v bia hi trong 5 nm ti ti H Ni, vng ln cn v

da vo tc pht trin sn xut ca Cng ty c th d kin s lng i l
v cc nh bn bun trong h thng knh phn phi mi.
Bng 28:D kin s lng i l ca Cng ty SXKD u t v DV Vit H
TT
Khu vc
S lng i l
S lng nh bn bun
Hai B Trng
200
ng a
200
Hon Kim
170
Thanh Xun
150
Cu Giy
130
Ba nh
90
Hong mai Thanh tr
250
Huyn Gia Lm
100
Huyn T Lim
100
Tng cng:
1400
Cn th x ln thuccc tnh cng ty nn pht trin i l cp I v

tt c cc trung tm huyn , th trn l ca hng do cc h gia nh lm ch.
Ti cc im bn bun ca Cng ty nht thit phi m cc ca hng
gii thiu sn phm. Nh vy s khng b l cc c hi kinh doanh ng thi
s l ni khch hng kim tra i chiu cht lng sn phm v Cng ty
thu nhp thng tin phn hi t khch hng. Mi qun huyn cn m t nht 3
ca hng gii thiu sn phm, cc ca hng ny phi c trang b thit b
bo qun hin i.
Tng cc im bn v m rng knh phn phi theo k hoch, Cng ty
Vit H phi t chc bn ti nhng khu vc c cu v bia m cha c p
ng, vi mt s i l trng im bn cnh vic m cc ca hng gii thiu
sn phm.
chun b cho vic m rng knh, Cng ty cn phi t chc nghin
cu th trng tm ra cu v bia Vit H, on th trng trng, cc i th
cnh tranh ca Cng ty (k c bia H Ni v cc hng bia a phng), gi c
60
H ni 07- 2006
cc loi bia v cng c cnh tranh ch yu. Tin hnh mt chin dch qung
co bia Vit H vi cc Pano, apphic, qung co trn truyn hnh gii thiu v
bia Vit H.
Hon thin h thng knh phn phi khng ch bng vic tng lng
thnh vin knh m cn phi thng xuyn ng vin, khuyn khch cc
thnh vin knh. Bin php tt nht y l Cng ty phi hiu bit v p
ng y nhu cu ca cc thnh vin knh, c cc chnh sch u i hp l.
Lun to cho h c ngh rng sn phm ca Cng ty l mt sn phm c
cht lng tt, gi c phi chng v lun chim c cm tnh ca ngi tiu
dng cui cng.
Cc i l, cc thnh vin knh phi c ng vin lin tc. Cng ty
nn s dng cc hnh thc khuyn khch bn nh cc ch khen thng
theo khi lng tiu th.
Bn cnh cn phi c s tr gip v vn bng cch cho php thanh
ton chm trong iu kin cho php. Hin nay khch mua hng ca Cng ty
u phi thanh ton ngay. Nh vy i vi cc h gia nh c sn tim nng
v ca hng, v nhn lc, c kh nng tiu th m khng c nhiu vn th
cng l mt kh khn cho khch hng v nhiu khi Cng ty cng rt d b l
c hi. Cng ty nn to thun li cho nhng khch hng c th tiu th nhiu
song cha th thanh ton. Hnh thc thanh ton ca Cng ty c th c ci
bin linh hot hn ngy cng c nhiu khch hng hn v nhng u vit
ny ca Cng ty s c ghi nhn, c thng tin rng ri.
2.6. Tip cn vi cng ngh mi:
c th tham gia vo nn sn xut cng ngh th h thng my mc
trang b cho sn xut phi c c bit quan tm, ph hp vi nng lc sn
xut ca Cng ty v ph hp vi trnh tiu dng ca th trng.
Trc y, my mc thit b ca cng ty phn ln l lc hu, cng sut
thp. Khi quyt nh chuyn sang sn xut bia, Cng ty cng ng thi nhn
thc r rng th trng v trnh tiu th ca nhn dn ngy mt cao, my
mc thit b sn xut phi hin i, theo kp tc pht trin ca cng ngh
61
H ni 07- 2006
nng cao kh nng cnh tranh. Nm 1993, Cng ty u t mua mt dy

chuyn sn xut bia ca hng Carlsberg (an Mch), mt hng c uy tn 150
nm sn xut. T , qua nghin cu, tm ti, cui nm 1994 Cng ty hon
thnh vic lp t mt dy chuyn bia hi cht lng khng km dy chuyn
nhp ngoi. Hu ht cc my mc thit b u c tnh ton, cn nhc, so
snh vi dy chuyn lp t ti lin doanh bia ng Nam v thy rng mt
s my ca Vit Nam ch to c cht lng tt, gi li r hn nc ngoi.
Do vy cc my xay Malt, go, cc ni ln men phc v ti cc phc v ti
cc nh my c kh trong nc. Ring cc thit b lm lnh, my nn kh...,
Cng ty quyt nh nhp ca cc nc c uy tn: Nht, i Loan, Trung Quc
vi gi c c nghin cu hp l v cht lng m bo.
Cng vi cc my mc thit b l h thng kho cha thnh phm rng
ri, xy dng kin c v trang b bo qun lnh vi nhit c th iu chnh
tu lm cho sn phm c thi gian tn ti lu hn.
Trn th trng, mt s loi bia sau khi ung gy phn ng chong u,
thm khng cao "Nhng bia Vit H c nghin cu k, iu chnh s
phi hp cc nguyn vt liu cng nh cc chi tit nht nh trong k thut
sn xut, my mc thit b" nn cho sn phm bia hi c nhn xt l c
phn trm cn va phi, thm tt, an ton cho sc kho.
3. Kin ngh .
T khi c thnh lp cho n nay, cng ty sn xut kinh doanh u t
v dch v Vit H c UBND Thnh ph H Ni cng nh S cng
nghip thnh ph H Ni to rt nhiu iu kin thun li thc hin k
hoch m rng v pht trin. Tuy vy, trong tnh hnh hin nay, hot ng sn
xut kinh doanh ca cng ty vn cn gp nhiu kh khn. tho g nhng
kh khn trn v thc hin c hiu qu chin lc hot ng sn xut kinh
doanh cho nhng nm sau ca cng ty, xin c xut mt s kin ngh sau
i vi c quan qun l cp trn v Nh nc:
62
H ni 07- 2006
Nhanh chng xy dng v hon thin h thng ch tiu trung bnh

ngnh doanh nghip c c s chnh xc trong vic nh gi v th ca
doanh nghip mnh, t ra nhng gii php khc phc nhng mt yu
km v pht huy nhng mt mnh ca doanh nghip mnh.
Hon thin h thng thng tin kinh t v d bo th trng doanh
nghip c c nhng quyt nh kp thi v sng sut trong hot ng ti
chnh cng nh hot ng sn xut kinh doanh ca mnh.
Chnh sch thu cng l cng c hu hiu nh nc iu chnh hot ng
sn xut kinh doanh ca cc doanh nghip. Tuy nhin vic p dng thu vo cc
doanh nghip hin nay cn nhiu vng mc. Theo lut thu hin hnh. Cng ty
bia ng Nam np thu tiu th c bit ngay sau khi xut xng sn phm.
Thm vo l thu VAT p dng nm 1999, Cng ty khng c min tr thu
VAT u vo v khng c khu tr thu VAT u ra. V vy thc t Cng ty
khng ch chu thu TTB vi mc thu sut 30 % m cn chu chi ph do khng
c khu tr thu VAT u vo nn nh hng n li nhun kinh doanh
ca Cng ty. Do , nn chng nh nc phi c s iu chnh thu tiu th
c bit gim mc thu xung, to iu kin cho Cng ty hot ng kinh
doanh c hiu qu.
Cc c quan chc nng qun l nh nc cn lm tt hn trong lnh
vc qun l ca mnh: kim sot tnh hnh ngy cng gia tng s lng cc
xng bia t nhn, h a ra th trng nhng sn phm khng th kim sot
ni v cht lng, n trnh mc thu tiu th c bit cao, to iu kin cnh
tranh khng lnh mnh y nhng doanh cng ngnh hot ng chn chnh
vo th bt li.
C quan qun l th trng cn tng cng cc bin php qun l v
hin nay mt s ni vn sy ra tnh trng gian ln thng mi trong kinh
doanh l hin tng a hng km cht lng vi gi thp vo bn km
vi sn phm c uy tn v cht lng ca doanh nghip thu li bt chnh
lm nh hng n thng hiu ca doanh nghip.
63
H ni 07- 2006
Kt lun
Trong nn kinh t th trng cnh tranh gay gt nh hin nay, vn
y mnh hot ng tiu th sn phm l mt trong nhng vn mang tnh
cht sng cn ca cc doanh nghip. Hon thin cng tc tiu th sn phm
s to iu kin cho sn xut kinh doanh ca doanh nghip pht trin v to
ra doanh thu, li nhun ngy cng cao, gip cho i ng cn b cng nhn
vin chc c mc thu nhp khng ngng tng ln v t gip cho doanh
nghip ti u t sn xut kinh doanh c hiu qu.
64
H ni 07- 2006
y mnh hot ng tiu th sn phm l mc tiu v cng quan trng

ca cc Cng ty sn xut kinh doanh hin nay, n nh hng trc tip n
chin lc v k hoch ca Cng ty. y l nhng nhn t nh hng trc
tip n s thnh bi ca nhiu doanh nghip.
V vy vic y mnh hot ng tiu th sn phm l nhng vn m
mi Doanh nghip mun tn ti v pht trin u phi quan tm thng
xuyn.
Cng ty sn xut kinh doanh u t v dch v Vit H ngoi vic sn
xut, kinh doanh, t hch ton li l m bo s tn ti v pht trin,
Cng ty cn phi tng bc hon thin mnh hi nhp thnh cng vi cc
t chc Quc t trong giai on ti. V l cng tc tiu th sn phm ca
Cng ty trong iu kin th trng cnh trang gay gt v quyt lit gp
kh khn li cng phc tp hn rt nhiu.
Qua vic phn tch tng qut tnh hnh hot ng tiu th sn phm v
kt qu kinh doanh ca Cng ty sn xut kinh doanh u t v dch v Vit
H ta thy rng Cng ty c rt nhiu c gng v c nhiu chuyn bin tch
cc trong vic qun l, t chc lao ng, tm kim th trng, hay ni cch
khc i Cng ty c cch nhn nhn cc vn mt cch ton din v t
hoch nh cc mc tiu trc mt v lu di cho cng ty, ra cc bin
php mang tnh c th ring ca mnh t c mc ch cui cng l
hiu qu kinh doanh cao nht.
Da trn nhng kin thc hc tp, nghin cu vo tnh hnh thc t
ca Cng ty, Ti chn ti: Mt s gii php thc y hot ng tiu
th sn phm bia hi ca Cng ty sn xut kinh doanh u t v dch v
Vit H vi mong mun bi vit s c c ng gp nht nh cho cng tc
tiu th sn phm ni ring v s pht trin ca Cng ty ni chung.
Vi thi gian c hn, kin thc cn hn ch, ti s khng trnh khi
nhng thiu st, hn ch nht nh. Do vy knh mong c s gip v
ng gp kin ca cc thy c gio v cc bn chuyn thc tp tt
nghip ca ti c hon thin hn.
65
H ni 07- 2006
Qua y ti cng xin chn thnh cm n s hng dn tn tnh ca c

gio Th.S. Nguyn Thu Thu v cc cn b cng nhn vin trong cng ty
sn xut kinh doanh u t v dch v Vit H gip ti hon thnh chuyn
tt nghip ny ./.
Ti liu tham kho

1. Gio trnh Qun tri kinh doanh tng hp - Nh xut bn Lao ng
X hi nm 2004
2. Gio trnh Qun tr chc nng thng mi ca doanh nghip cng
nghip - Nh xut bn Thng k 2004.
3. Gio trnh Marketing - i hc Kinh t Quc dn - Nh xut bn
thng k 2000.
66
H ni 07- 2006
4. Gio trnh Marketing ng dng trong cc doanh nghip cng nghip

- i hc Kinh t Quc dn.
5. Gio trnh Chin lc kinh doanh v pht trin doanh nghip - i
hc Kinh t Quc dn - Nh xut bn Lao ng x hi nm 2004.
6. Th trng v doanh nghip - ng Xun Xuyn - Nh xut bn
Thng k 2000.
7. Qun tr Marketing Marketing chin thng TS H Nam Khnh
Giao Nh xut bn thng k nm 2004.
8. Bo tiu dng v tip th
9. Tp ch cng nghip.
10. Thi bo Kinh t Vit Nam.
11. Bo Nhn dn.
12. Ti liu ca Cng ty sn xut kinh doanh u t v dch v Vit H.
67
H ni 07- 2006
MC LC
Li m u.......................................................................................................1
CHNG I..................................................................................................3
Tng quan v Cng ty sn xut kinh doanh u t v dch v Vit H 3
1. Gii thiu chung v Cng ty sn xut kinh doanh u t
v dch v Vit H.............................................................3
1.1. Qu trnh hnh thnh v pht trin ca cng ty sn xut kinh doanh
u t v dch v Vit H........................................................................4
1.2. Mt s c im ca cng ty:...........................................................6
1.2.1:S b my t chc sn xut v qun l ca
cng ty Vit H:..........................................................7
1.2.2.Chc nng nhim v ca cc phng ban:..........8
2.Mt s kt qu hot ng kinh doanh ca cng ty sn
xut kinh doanh u t v dch v Vit H t nm 2003
n 2005........................................................................10
2.1. Kt qu hot ng kinh doanh ca cng ty......................................10
2.2.1: nh gi kt qu v Doanh thu......................11
2.2.2: nh gi kt qu v Li nhun :.....................12
2.2.3: nh gi kt qu v Nng sut lao ng :.....13
2.3: nh gi hiu qu s dng vn.......................................................14
Bng 4: Bng nh gi hiu qu s dng vn........................................14
2.4: nh gi tnh hnh ti chnh............................................................15
Bng 5: Tng hp THTC ca cng ty t 2003 - 2005............................15
3: Mt s c im kinh t k thut nh hng n cng
tc tiu th ti cng ty Vit H:......................................15
3.1: c im v sn phm bia hi ca Cng ty Vit H.15
3.2: c im v th trng ca cng ty SXKD u t v DV Vit H...17
3.3: c im v th phn v i th cnh tranh.....................................19
3.4: c im v cng ngh sn xut bia hi ca cng ty Vit H..........20
3.5: c im lao ng ca cng ty Vit H..........................................24
3.6: c im v TSC v TSL ca cng ty Vit H..........................25
CHNG II..................................................................................................27
Thc trng hot ng tiu th sn phm ti Cng ty sn xut kinh doanh
u t v dch v Vit H.............................................................................27
68
H ni 07- 2006
1.Phn tch kt qu tiu th sn phm bia hi ca Cng ty

sn xut kinh doanh u t v dch v Vit H...............28
1.1. Kt qu tiu th sn phm theo thi gian :.......................................28
2.Thc trng cc hot ng h tr tiu th ti cng ty sn
xut kinh doanh u t v dch v Vit H:....................31
2.1:Thc trng cng tc nghin cu th trng:..............31
Tt c cc thng tin nay c tp hp v phng Marketing v bo co
lnh o cng ty ra quyt nh. Tuy vy qua tm hiu hot ng
Maketing ti cng ty Vit H cho thy vic thu thp v x l thng tin t
th trng cn mang tnh cm tnh cha khoa hc, thng tin thu thp c
c chnh sc khng cao v ph thuc vo trnh ca cc nhn vin
bn hng ti cc i l bn bia hi cho cng ty nhng cc nhn vin ny
khng c o to v chuyn mn.......................................................32
2.2: Thc trng chnh sch gi tiu th sn phm...................................32
2.3: Thc trng h thng phn phi sn phm ca cng ty......................34
2.4: Cng tc lp k hoch tiu th : .....................................................37
3.1. Thnh tu:......................................................................................41
3.2. Nhng hn ch v nguyn nhn cn gii quyt:...............................42
CHNG III.............................................................................................44
Mt s gii php thc y hot ng tiu th .......................................44
sn phm bia hi ti cng ty sn xut kinh doanh u t v dch v
Vit H........................................................................................................45
1. Nhng thun li v kh khn ca cng ty. .................45
1.1 Thun li........................................................................................45
1.2 Kh khn:.......................................................................................45
1.3. nh hng pht trin ca cng ty...........................46
2. Mt s gii php nhm thc y hot ng tiu th sn
phm ti Cng ty sn xut kinh doanh u t v dch v
Vit H . .......................................................................48
2.1. Khng ngng nng cao cht lng sn phm : ...............................48
2.2. Tng cng v hon thin cng tc nghin cu th trng:..............50
2.3. Xy dng chnh sch gi c hp l:.................................................53
2.4. Tng cng h tr tiu th sn phm: ............................................55
2.5. Hon thin knh phn phi sn phm trn th trng mc tiu.........58
2.6. Tip cn vi cng ngh mi:...........................................................61
69
H ni 07- 2006
3. Kin ngh ...................................................................62

Kt lun..........................................................................................................64
Ti liu tham kho.........................................................................................66
70
H ni 07- 2006
NHN XT CA CNG TY SN XUT KINH DOANH U T

V DCH V VIT H
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71
H ni 07- 2006
NHN XT CA GIO VIN HNG DN

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72
H ni 07- 2006

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Trng i Hc Kinh T Quc Dn

Chuyn thc tp tt nghip

Trng i Hc Kinh T Quc Dn

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Mt s gii php thc y hot ng tiu th sn phm bia

Li Hiu Minh - Lp QTKD tng hp B-K34

Trng i Hc Kinh T Quc Dn

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Tng quan v Cng ty sn xut kinh doanh u t

Fax: 04. 8628665

Li Hiu Minh - Lp QTKD tng hp B-K34

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i ng k thut a phng hn ch phn no tnh nng ng cng nh

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Nm 1998 theo quyt nh s 3598/Q-UB ngy 15/9/1998/ ca UBND

Sn xut kinh doanh cc loi bia, nc khong

Xut khu cc sn phm ca cng ty v sn phm lin doanh,

Lin doanh lin kt vi cc n v kinh t trong v ngoi nc,

lm i l, i din m ca hng dch v, gii thiu v tiu th sn

Li Hiu Minh - Lp QTKD tng hp B-K34

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Nhim v ch yu ca cng ty l tp trung vo sn xut bia hi v tng

Li Hiu Minh - Lp QTKD tng hp B-K34

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C th khi qut b my t chc ca cng ty Vit H nh sau:

Phng k Phng Phng vi

Phn xng sn xut

Phn xng sn xut

1.2.2.Chc nng nhim v ca cc phng ban:

Trng i Hc Kinh T Quc Dn

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+ T chc nghin cu thit k mu m, bao b ca sn phm

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Li Hiu Minh - Lp QTKD tng hp B-K34

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Bng 1: Bo co kt qu hot ng sn xut kinh doanh

Li nhun sau thu

(Ngun: Phng TC-KT)

( Ngun: Phng Ti chnh - K ton )

Trng i Hc Kinh T Quc Dn

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* Doanh thu nm 2004/2003: Tng doanh thu nm 2004 tng so vi

- Nm 2003 = 47,574 x 100% = 15,44 %

- Nm 2004 = 56, 270 x 100% = 10,28%

- Nm 2005 = 55, 239 x 100% = 7,6%.

Li Hiu Minh - Lp QTKD tng hp B-K34

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- Doanh thu (t ng)

+ Theo Doanh thu

( Ngun: Trch bo co tng kt hot ng sn xut kinh doanh nm 03 05

Li Hiu Minh - Lp QTKD tng hp B-K34

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