BCTNLVTNTLVN

C s l thuyt v tiu th sn phm trong doanh nghip
H Ni, thng 05 nm 2010
Nguyn Th Hon- K13
Qun tr doanh nghip- HBKHN
LI M U
Bc sang th k 21, th k ca khoa hc cng ngh - thng tin, mi thnh tu khoa hc cng ngh c p ng vo trong sn xut hng ha v dch v, nng sut trong sn xut tng nhanh, hng ha sn xut ra ngy cng nhiu. S cnh tranh gia cc cng ty, cc doanh nghip ngy cng gay gt v khc lit. Cc doanh nghip lun c gng, n lc tm cho mnh mt v th, ch ng trn th trng, lin tc m rng th phn sn phm, nng cao uy tn ca doanh nghip i vi khch hng, c nh vy mi tn ti v pht trin c... Chnh v l do m ti y mnh tiu th sn phm lun c tm quan trng v mang tnh thi cuc i vi bt k doanh nghip sn xut kinh doanh no. Cng ty TNHH SX TM-DV Vin ng l mt cng ty t nhn mi thnh lp nn hot ng tiu th sn phm cn gp nhiu kh khn. Trong nhng nm qua, do s bin ng ca th trng v vi s cnh tranh gay gt ca mt s cng ty cng ngnh nn tnh hnh kinh doanh ca cng ty, nht l hot ng tiu th sn phm gp nhiu kh khn v tr ngi. c th ng vng trong tnh hnh hin nay, Cng ty cn thc hin nhiu bin php cp bch cng nh lu di nhm y mnh hot ng tiu th sn phm, pht trin hot ng sn xut kinh doanh, gi vng uy tn v v th ca doanh nghip trn th trng hin nay cng nh trong thi gian ti. Nhn thy tm quan trng c bit ca hot ng tiu th sn phm cng ty hin nay, em xin nghin cu ti: Phn tch v a ra mt s bin php nhm y mnh hot ng tiu th sn phm ca Cng ty TNHH SX- TM-DV Vin ng lm n tt nghip ca mnh.
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Ngoi li m u, kt lun, mc lc v danh mc ti liu tham kho, n c chia lm 3 phn: Phn 1: C s l thuyt v tiu th sn phm trong doanh nghip Phn 2: Phn tch thc trng tiu th sn phm trong cng ty TNHH SX-TM-DV VIN NG Phn 3: Mt s gii php nhm thc y hot ng tiu th sn phm ca cng ty TNHH SX -TM-DV Vin ng V thi gian thc tp v kin thc ca mnh cn hn ch cho nn n ca em khng trnh khi nhng thiu st. Em knh mong nhn c nhng kin ng gp t Th.S Nguyn Ti Vng cng cc thy c v cc bn bi vit c hon thin hn. Em xin chn thnh cm n thy gio Th.S Nguyn Ti Vng v cc thy c gio trong khoa gip ch bo, hng dn em hon thnh n ny.
Ngy 06 thng 05 nm 2010 Sinh vin Nguyn Th Hon
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LI M U..ii Phn 1: C S L THUYT V TIU TH SN PHM TRONG DOANH NGHIP h i nim v ti u th sn phm ......................................................................1 1.1.1 Khi nim v tiu th sn phm: ...............................................................1 1.1.2. V tr, vai tr ca hot ng tiu th. .........................................................1 1.1.3. ngha ca hot ng tiu th sn phm. .................................................2 1.2. Ni ung hot ng c ti u th sn phm trong o nh nghip .................3 1.2.1. Nghin cu th trng. ...............................................................................3 1.2.2 p hoch ti u th sn phm ..................................................................6 1.2.3 Vn t chc thc hin k hoch tiu th sn phm. .............................15 1.3 Nhng ch ti u nh gi hiu qu ca tiu th: ..........................................18 1.3.1. Lng sn phm tiu th: ........................................................................18 1.3.2 Doanh thu: ................................................................................................19 1.3.3 Li nhu n v mc doanh li .....................................................................19 1.4. Nhng nhn t nh hng n hot ng tiu th ca cc doanh nghip20 1.4.1. Cc nhm nhn t n ngo i oanh nghip ............................................20 1.4.2 Cc nhn t bn trong doanh nghip .......................................................24 Phn 2: PHN TCH THC TRNG TIU TH SN PHM CA CNG TY TNHH SXTMDV VIN NG 2.1. Gii thiu chung v Cng ty TNHH-SX-TM-DV Vin ng .....................28 2.1.1. Qu trnh hnh thnh v pht trin ca doanh nghip.............................28 2.1.2 Chc nng v nhim v ca cng ty .........................................................29 2.1.3 C cu t chc ca Doanh nghip ............................................................30 2.1.4 Phn tch bo co k t qu hot ng kinh doanh ca cng ty ................32 2.2.Thc trng v hot ng tiu th cng ty TNHH SXTMDV Vin ng 33 2.2.1 Phn tch v th trng tiu th ................................................................33 2.2.2. Phn tch v mt hng tiu th.................................................................34 2.2.3. Phn tch theo nhm khch hng tiu th . ..............................................35 2.2.4 Phn tch cc chnh sch Marketing Mix h tr thc y tiu th sn phm ca Cng ty TNHH_TM_DV Vin ng ..................................................37 2.2.5 Mt s i th cnh tranh ca doanh nghip . .........................................44 2.2.6. Phn tch cc ch ti u nh gi hiu qu tiu th sn phm ...................45 2.2.7 nh gi chung v tnh hnh tiu th sn phm ti cng ty Vin ng ..46
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Phn 3: MT S GII PHP THC Y HOT NG TIU TH SN PHM CA CNG TY TNHH SX TMDV VIN NG 3 nh hng pht trin ca cng ty trong thi gian ti...............................511 3.1.1.Bin php th nht: y mnh cng tc qung co...............................522 3.1.2. Bin php th hai : Thnh l p Phng Mar eting v y mnh cng tc iu tra nghin cu th trng: ........................................................................566 3.2 .Mt s xut c th ...................................................................................611 3.2.1 Nng cao cht lng ngun nhn lc .....................................................611 3.2.2. Gim chi ph qun l doanh nghip v chi ph bn hng .....................622 3.2.3. y mnh xc ti n bn hng .................................................................633 KT LUN..64 TI LIU THAM KHO..65
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Trong phn ny: Khi nim tiu th sn phm Tiu th sn phm trong doanh nghip nh gi hiu qu tiu th sn phm Nhng nhn t nh hng
C S L THUYT V TIU TH SN PHM TRONG DOANH NGHIP
1.1. 1.
h i nim v ti u th s n phm h i nim v ti u th sn phm:
Tiu th sn phm l khu lu thng hng ha, l cu ni trung gian gia mt bn l sn phm sn xut v phn phi vi mt bn l tiu dng. Trong qu trnh tun hon cc ngun vt cht, vic mua v bn c thc hin. Gia sn xut v tiu dng, n quyt nh bn cht ca hot ng lu thng v thng mi u vo, thng mi u ra ca doanh nghip. Vic chun b hng ha sn xut trong lu thng. Cc nghip v sn xut cc khu bao gm: phn loi, ln nhn hiu sn phm, bao gi, chun b cc l hng bn v vn chuyn theo yu cu khch hng. thc hin cc quy trnh lin quan n giao nhn v sn xut sn phm hng ha i hi phi t chc hp ng k kt lao ng trc tip cc kho hng v t chc tt cng tc nghin cu th trng, nghin cu nhu cu v mt hng v chng loi sn phm ca doanh nghip. Nh vy, tiu th sn phm l tng th cc bin php v t chc kinh t v k hoch nhm thc hin vic nghin cu v nm bt nhu cu th trng. N bao gm cc hot ng: To ngun, chun b hng ha, t chc mng li bn hng, xc tin bn hng... cho n cc dch v sau bn hng. 1.1.2. V tr, v i tr c hot ng ti u th Tiu th sn phm l mt trong su chc nng hot ng c bn ca doanh nghip: tiu th, sn xut, hu cn kinh doanh, ti chnh, k ton v
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qun tr doanh nghip. Mc d sn xut l chc nng trc tip to ra sn phm song tiu th li ng vai tr l iu kin tin khng th thiu sn xut c th c hiu qu. Cht lng ca hot ng tiu th sn phm ( doanh nghip sn xut, thng mi), phc v khch hng ( doanh nghip dch v, ngn hng) quyt nh hiu qu ca hot ng sn xut hoc chun b dch v. cc doanh nghip, tiu th sn phm ng vai tr quan trng, quyt nh s tn ti v pht trin ca doanh nghip. Khi sn phm ca doanh nghip c tiu th tc l n c ngi tiu dng chp nhn tho mn mt nhu cu no . Sc tiu th sn phm ca doanh nghip th hin uy tn ca doanh nghip, cht lng sn phm, s thch ng vi nhu cu ngi tiu dng v s hon thin ca cc hot ng dch v. Ni cch khc, tiu th sn phm phn nh y nhng im mnh v im yu ca doanh nghip. Cng tc tiu th sn phm gn ngi sn xut vi ngi tiu dng, n gip cho cc nh sn xut ca mnh v nhu cu ca khch hng. V phng din x hi, tiu th sn phm c vai tr trong vic cn i gia cung v cu v nn kinh t Quc Dn l mt th thng nht vi nhng cn bng, nhng tng quan t l nht nh. Sn phm sn xut ra c tiu th tc l sn xut ang din ra mt cch bnh thng, tri chy, trnh c s mt cn i, gi c bnh n trong x hi. ng thi tiu th sn phm gip cc n v nh phng hng v bc i ca k hoch sn xut cho giai on tip theo. 1.1.3. ngh c hot ng ti u th sn phm. Tiu th sn phm c mc tiu ch yu l bn ht cc sn phm vi doanh thu ti a v chi ph kinh doanh cho hot ng tiu th sn phm l ti thiu. Vi mc tiu , tiu th sn phm khng phi l hot ng th ng, ch b phn sn xut to ra sn phm mi tm cch tiu th chng m tiu th phi c nhim v ch ng t vic nghin cu th trng, xc nh ng n cu ca th trng v sn phm v kh nng doanh nghip ang hoc s c kh nng sn xut quyt nh u t ti u. Ch ng tin hnh cc hot ng qung co cn thit nhm gii thiu v thu ht khch hng.T chc cng tc bn hng cng nh cc hot ng ym tr nhm bn c nhiu hng ho vi chi ph kinh doanh cho hot ng bn hng l thp nht cng nh p ng
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tt nht cc dch v sau bn hng.T to ra cho doanh nghip mt lng khch hng truyn thng, trung thnh vi doanh nghip 1.2. Ni un ho t n ca ti u th s n phm tron oanh n hip.
Trong nn kinh t th trng, mi doanh nghip l mt ch th kinh t c lp v phi t mnh gii quyt ba vn trung tm c bn ca t chc kinh t. Li nhun l mc tiu sng cn ca doanh nghip. Mun c li nhun, doanh nghip phi tiu th c hng ha, sn phm ca doanh tnghip phi ph hp vi nhu cu ca th trng. V vy tn ti v pht trin lu di th mi doanh nghip cn xc nh c chin lc tiu th sn phm hng ha ca mnh. Chin lc tiu th l nh hng hot ng c mc ch ca doanh nghip v h thng cc giI php, bin php nhm thc hin cc mc tiu ra trong tiu th. Mc tiu ca chin lc tiu th thng bao gm: mt hng tiu th, tng doanh thu, ti a ha li nhun, m rng th trng, nng cao uy tn ca doanh nghip. Chin lc tiu th ca mt doanh nghip gip doanh nghip nm bt c nhu cu khch hng t ch ng i ph vi mi bin ng ca th trng, gip doanh nghip m rng thm th trng mi, k hoch ha v khi lng tiu th, doanh thu, li nhun chn knh tiu th v cc i tng khch hng. Chin lc tiu th sn phm hng ha gi vai tr quan trng, quyt nh s thnh cng hay tht bi ca chin lc kinh doanh v bao gm cc bc sau: 1.2 Nghi n cu th trng
thnh cng trn thng trng, i hi bt k mt doanh nghip no cng phi thc hin cng tc nghin cu thm d v xm nhp th trng ca doanh nghip nhm xc nh nhu cu m doanh nghip cn tho mn cng nh kh nng tiu th hng ha ca doanh nghip trn th trng, t tm kim cc gii php nhm thch ng vi i hi ca th trng, y l cng vic ht sc cn thit khi sn xut kinh doanh mt hng ha no . Trc ht th trng l tng hp cc mi quan h pht sinh lin quan n hot ng mua v bn hng ho, dch v.
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Nghin cu th trng l qu trnh thu nhp, x l v phn tch cc s liu v th trng mt cch c h thng. Lm c s cho cc quyt nh qun tr chnh l qu trnh nhn thc mt cch khoa hc c h thng mi nhn t tc ng ca th trng m doanh nghip phi tnh n trong khi ra cc quyt nh qun tr kinh doanh, phi iu chnh cc mi quan h ca doanh nghip vi th trng v tm cch nh hng ti chng..0v sn phm v nghin cu mng li tiu th sn phm. 1.2.1.1 Nghin cu cu v sn phm . Cu v sn phm l mt phm tr phn nh mt b phn nhu cu c kh nng thanh ton ca th trng v mt loi sn phm no . Nghin cu cu nhm xc nh c cc d liu v cu trong hin ti v khong thi gian trong tng lai xc nh no . Nghin cu cu thng qua cc i tng c cu cc doanh nghip, gia nh, v cc t chc x hi khc. nghin cu cu c th phn thnh hai loi l sn phm v dch v trin c s li tip tc phn thnh vt phm tiu dng hay t liu sn xut, dch v thnh nhiu loi dch v khc nhau. Trong xc nh cu v vt phm tiu dng cn ch n i tng s tr thnh ngi c cu, nhng ngi c cu phi c phn thnh cc nhm theo cc tiu thc khc nhau, nh tui,gii tnh ... i v nhiu loi vt phm tiu dng mc thu nhp l nhn t c ngha quan trng bc nht.Vic nghin cu cu cn da trn c s phn chia cu theo khu vc tiu th, mt dn c Vi cu l t liu s phi nghin cu s lng v qui m ca cc doanh nghip c cu, tnh cht s dng sn phm hin ti v kh nng thay i trong tng lai. Nghin cu th trng nhm xc nh nhng thay i ca cu do tc ng ca nhng cc nhn t nh mt s a thch, sn phm thay th, thu nhp v mc sng ngi tiu dng ng thi nghin ca cu cng phi gii thch phn ng c th ca ngi tiu dng trc cc bin php qung co, cc phn ng ca th cnh tranh trc nhng chnh sch bn hng mi ca doanh nghip. Ngoi ra nghin cu cu cn nhm gii thch nhng thay i do phn tch ca ton b ngnh kinh t_k thut, nguyn nhn ma v hay suy thoi kinh t.
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1.2.1.2 Nghin cu cung v sn phm Nghin cu cung hiu r cc i th cnh tranh hin ti v trong tng lai. S thay i trong tng lai gn vi kh nng m rng (thu hp) quy m ca doanh nghip cung nh s thm nhp mi ( rt khi th trng ) ca cc doanh nghip hin c. Nghin cu cung phi xc nh c s lng i th cnh tranh, phn tch cc nhn t c ngha i vi chnh sch tiu th ca i th nh th phn, chng chnh sn sut, c bit l chin lc v chnh sch khc bit ho sn phm, chnh sch gi c, phng php qung co v bn hng, chnh sch phc v khch hng cng nh cc iu kin thanh ton v tn dng. Mt khc phi lm r kh nng phn ng ca i th trc cc bin php v gi c qung co, xc tin bn hng ca doanh nghip. Trong thc t, trc ht phi quan tm nghin cu cc i th mnh chim th phn cao trong ngnh Nghin cu cung khng ch gii hn vic nghin cu cc i th cnh tranh m cn quan tm nghin cu n cc doanh nghip sn xut nhng sn phm thay th cng nh nhng nh hng ny n th trng tng lai ca doanh nghip. Vic nghin cu mc nh hng ca sn phm thay th gn vi vic xc nh h s co gin cho ca cu theo gi. 1.2.1.3 Nghin cu mng li tiu th. Tc tiu th sn phm khng ch ph thuc vo quan h cung cu trin th trng m cn ph thuc rt ln vic t chc mng lui tiu th.Vic t chc mng li tiu th c th thng ph thuc vo cc c im kinh t-k thut, chin lc kinh doanh, chnh sch v k hoch tiu th...ca doanh nghip. Khi nghin cu mng li tiu th phi ch r cc u im, nhc im ca tng knh tiu th ca doanh nghip v ca cc i th cnh tranh phi bit lng ho mc nh hng ca tng nhn t in kit qu tiu th cng nh phn tch cch hnh thc t chc bn hng c th ca tng doanh nghip cng nh ca cc i th cnh tranh . nghin cu th trng doanh nghip cn tin hnh theo mt quy trnh nht nh nhm gip cho doanh nghip ra quyt nh ca ngi qun l. Hot ng nghin cu th trng ca cc doanh nghip cng nghip c tin hnh theo phng php gin tip hay trc tip l ph thuc vo vic doanh nghip
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sn xut mt hng g ? mc ch nghin cu nh th no ? 1.2.2 p hoch ti u th sn phm 1.2.2.1 Xy ng cc chnh sch v sn phm giai on pht trin khc nhau ca mt sn phm s c nhng thay i khc nhau v khi lng tiu th sn phm . c c chnh sch sn phm ng n, doanh nghip cn phi nghin cu kchu k sng ca sn phm. N c chia thnh 4 pha: Pha thm nhp th trng, pha tng trng, pha chn mui v pha suy thoi. - Pha thm nh p th trng: giai on ny, cc sn phm c NTD bit n, nh sn xut phi b ra mt chi ph ln hon thin sn phm v qung co gii thiu sn phm, xc tin bn hng Li nhun trong giai on ny hu nh khng c. Cng vic ch yu ca nh sn xut lc ny l t chc mng li tiu th a sn phm ra th trng. - Pha tng trng: giai on ny, sn phm c nhiu NTD bit n, khi lng sn phm tiu th bt u tng ln. Chi ph sn xut v chi ph qung co gim ng k lm gi thnh ca sn phm cng gim xung, doanh nghip bt u thu c li nhun. Cng vic ch yu ca giai on ny ltip tc hon thin v nng cao c tnh s dng ca sn phm, tng cng qun l cht lng hng ho, dch v, nm vng nhng knh phn phi. Mc tiu c bn ca giai on ny l thm nhp vo nhng khu vc th trng mi hoc nhng phn on mi ca th trng. - Pha chn mui: giai on ny bt u c s ngng tr trong sn xut v lu thng, hng ho bt u c hin tng ng cc knh tiu th. S bin ng ca gi c v co gin ca cu l tng i ln. Lc ny, doanh nghip nn c gng ct gim chi ph sn xut, nghin cu ci tin sn phm nu ko th trng. Vn dng mi chnh sch thc y tiu th duy tr sn lng bn ra, cn c k hoch thay th sn phm. -Pha suy thoi: L pha cui cng trong chu k sng ca sn phm, nhu cu ca th trng v sn phm hu nh bo ho, co gin ca cu mc gi thp l tng i ln. Lc ny cn c s suy gim mnh ca sn xut. Do dn ti doanh nghip hu nh khng c li nhun, thm ch cn b l. Cng vic ch yu ca doanh nghip by gi l tng cng cc hot ng xc tin bn hng bn ht lng hng tn kho v c chnh sch n phm thay
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th cho giai on tip theo. 1.2.2.2. Chnh sch gi c Chnh sch gi c c s dng nh mt cng c chnh sch tiu th vi gii hn cht ch hn. Ngi sn xut khng th t t gi caov ngi mua lun c xu hng tho mn ti a nhu cu ca mnh vi chi ph thp nht, song cng khng th h gi thp gy tm l lo ngi v tiu ccv sn phm r ca khch hng. Bn cnh , mc gi bn cng khng th p dng cng nhc m cn c s iu chnh lin tc cho ph hp vi th trng.Tuy vy, vic nh gi phi ph hp vi cc mc tiu m cng ty t ra nh: Ti a ho doanh thu, ti a ho li nhun, thm nhp v chim lnh th trng. Chnh sch gi c phi c lp trn c s hai yu t ch yu l: Chi ph sn xut sn phm v cc iu kin khch quan ca th trng. V vy, mt chnh sch gi c hp l v c hiu qu l khi n c hnh thnh t kt qu phn tch nhng tc ng tng hp t hai pha . Cn c hnh thnh chnh sch gi c: - Tnh ton v phn tch chi ph sn xut. - Phn tch v d bo nhu cu th trng. - Cc mc tiu th trng, cnh tranh ca doanh nghip. - Gi c ca cc i th cnh tranh. - Cc chnh sch v m ca chnh ph. - Cc phn on th trng, sn phm khc nhau. Cc chnh sch gi c c th l: - Chnh sch t gi cao ( lt qua th trng ). - Chnh sch t gi thp ( thm nhp th trng). - Chnh sch t gi theo gi c bnh qun trn th trng. - Chnh sch gi gii hn ( ngn chn s gia nhp ca cc doanh nghip mi ). - Chnh sch gi phn bit. - Chnh sch gi bn ph gi. - Chnh sch gi ti a ho doanh thu. - Chnh sch gi ti a ho li nhun Tm li, cc chnh sch gi c nh hng ln n hiu qu cc hot ng tiu th nn cn c s linh hot, mm do tu theomc tiu trong di hn v
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ngn hn m p dng. 1.2.2.3.Chnh sch phn phi. Chnh sch phn phi l nhng quyt nh a hng ho t ni sn xut n ni tiu dng. Trong khi , knh phn phi l con ng m hng ho c lu thng t ni sn xut ti NTD. Nh c mng li knh phn phi m khc phc c nhng khc bit v thi gian, a im v quyn s hu gia ngi sn xut v NTD cc hng ho dch v. Tt c cc thnh vin knh phn phi phi thc hin cc chc nng ch yu sau: - Nghin cu th trng: Nhm thu thp thng tin lp chin lc phn phi. - Xc tin khuch trng. - Thng lng: tho thun phn chia trch nhim v qun li trong knh, tho thun vi nhau v gi c v nhng iu kin phn phi khc. - Phn phi vt cht: vn chuyn, bo qun d tr hng ho. - Thit lp cc mi quan h: To dng v duy tr mi quan h vi ngi mua tim nng. - Hon thin hng ho: Lm cho hng ho p ng c nhng yu cu ca ngi mua. - Ti tr: c ch ti chnh tr gip cho cc thnh vin knh phn phi trong thanh ton. - San s ri ro lin quan n qu trnh phn phi. Vn t ra l phi phn chia hp l cc chc nng ny gia cc thnh vin knh phn phi. Nguyn tc phn chia cc chc nng l chuyun mn ho v phn cng lao ng . Nu nh sn xut thcj hin cc chc nng ny th chi ph v gi c s tng cao hn. Khi giao cho ngi trung gian th ch hot ng ca ngi trung gian s tng ln. Vn ai thc hin cc cng vic ca knh s lm cho nng sut v hiu qu cao hn. Mi doanh nghip c th cn c vo qui mkinh doanh, c im sn xut, c im sn phm ca mnh m la chn cho mnh mt knh phn phi hp l. C 4 loi knh phn phi c bn: - K nh phn phi trc ti p: Loi knh ny c s dng cho cc hng ho c tnh cht d v, mau
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hng hay mt s sn phm chm lun chuyn u im ca knh l y nhanh tc lu thng hng ho, gn b ngi sn xut vi NTD, thng tin th trng nhanh nhy, chnh xc, khng phi chia s li nhun vi ngi trung gian. Tuy nhin, nhc im l khng chuyn mn ho, l t, phc tp, khng p dng cho a bn hp. - K nh phn phi gin ti p:
c s dng trong trng hp qui m sn xut ca doanh nghip l tng i ln, nh sn xut m nhim chc nng tng t bn bun. u im l mt mt vn pht huy c u th ca knh trc tip, mt khc gii phng ngi sn xut khi chc nng lu thng. Nhc im l cha pht huy trit tnh u vit ca phn cng lao ng x hi trnh cao, phn b d tr trong knh khng cn i. Do phi qua khau trung gian nn khu thu thp thng tin th trng chm hn, chnh xc gim. - K nh gin ti p trung gian ( nh y ): Loi knh ny c s dng i vi nhng mt hng c mt s ngi tp trung sn xut mt ni nhng em tiu th nhiu ni, s lng hng ho sn xut ra vt qu nhu cu tiu dng c mt a phng hay mt vng. Ngi sn xut c qui m ln cn tp trung cc ngun lc cho vic chuyn mn ho sn xut. Do vy h thng t chc giao tip vi cc nh bun thc hin vic lu thng hng ho. u im ca loi knh ny l do quan h mua bn theo tng khu nn vng quay ca vn l nhanh hn. Ngi sn xut v NTD c iu kin chuyn mn ho nn c kh nng nng cao nng sut lao ng to iu kin cho doanh nghip m rng qui m sn xut, m rng th trng. Nhc im c bn ca knh l do c nhiu khu trung gian nn thng tin th trng chm n vi ngi sn xut, thng tin thiu chnh xc. Vic qun l v iu hnh knh khng nm trong tay ngi sn xut, rt kh kim sot. - K nh gin ti p i: Knh ny c s tham gia ca ngi mi gii, gio cho qu trnh p ng
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nhu cu nhanh hn. N c s dng cho mt s mt hng mi; c kh khn trong qung co; ngi bn hng kh tip cn giao dch vi ngi mua v ngc li.
u im ca n l u im ca knh gin tip trung gian, ngoi ra, s c mt ca ngi mi gii gip cho knh vn ng thng sut, c bit l trn th trng th gii. Tm li, doanh nghip cn phi da vo nng lc sn xut, c im sn phm ( chu k sng ca sn phm, tnh d hng, tnh d phn bit),knh phn phi vn ti th trng vi mc tiu no, c im ca ngi tiu th (a l phn tn hay tp trung, mua tng flng nh thng xuyn hay mt ln vi s lng ln,..) cc c im ca trung gian, cc knh ca i th cnh tranh, c im ca mi trng, .vv r doanh nghip la chn knh phn phi ti u 1.2.2.4 Chnh sch xc ti n n h ng y l mt trong 4 nhm cng c ch yu ca marketing-mix m doanh nghip c th s dng tc ng vo th trng mc tiu nhm t mc tiu kinh doanh ca doanh ngip. Bn cht ca cc hot ng xc tin chnh l tuyn truyn thng tin v sn phm ca doanh nghip ti khch hng thuyt phc h mua, v vy c th gi y l cc hot ng truyn thng marketing.Hot ng xc tin bn hng gm 5 cng c ch yu: - Qung co bn hng - Marketing trc tip - Khuyn mi - M rng quan h vi cng chng v tuyn truyn - Bn hng trc tip. Mi cng c c tm quan trng tng i khc nhau i vi hng t liu sn xut v hng tiu dng.
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Qung co: Thc cht ca qung co l thng tin n cng chng, ngi tiu dng v sn phm v doanh nghip sn xut ra sn phm y Mc tiu ca qung co l y nhanh tc tiu th cng nh lm tng kh nng tiu th sn phm ca doanh nghip, li ko ngy cng nhiu khch hng v pha doanh nghip, to lp uy tn cho doanh nghip. Qung co nhm gii thiu nhng sn phm mi hoc nhng sn phm c ci tin cho khch hng, lm cho khch hng bit c nhng im khc bit tt hn ca doanh nghip, gp phn tng kh nng cnh tranh ca doanh nghip so vi cc i th. Hin nay cc doanh nghip thng s dng nhng phng tin qung co bn trong mng li kinh doanh v nhng phng tin qung co bn ngoi mng li kinh doanh thng mi. Nhng phng tin qung co bn trong mng li kinh doanh bao gm: Bin tn c s kinh doanh T knh qung co Qung co qua ngi bn hng Qung co trn bao b hng ho
Bn cnh cc phng tin qung co bn trong mng li kinh doanh, h thng phng tin qung co bn ngoi mng li cng ng mt vai tr quan trng. H thng phng tin qung co bn ngoi mng li kinh doanh thng mi bao gm: - Bo - Tp ch - Radio - Truyn hnh - Qung co bng Pano, p phch - Qung co qua bu in - Qung co qua bu in Qung co c 3 nhm mc tiu: - Mc tiu thng tin - Qung co nhm thuyt phc - Qung co nhm nhc nh
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Marketing trc tip: Trong marketing trc tip, ngi ta s dng th, in thoi v nhng cng c lin lc gin tip khc thng tin mt cch trc tip cho khch hang hoc yu cu h c phn ng p li ti bt k mt a im no. Nhng cng c trc tip ca marketing trc tip: - Marketing bng catalogue - Marketing bng th trc tip - Marketing qua in thoi - Thng mi in t - Marketing trc tip tng hp Khuyn m i : hnh vi ca thng nhn nhm xc tin vic bn hng, cung ng dch v trong phm vi kinh doanh ca thng nhn bng cch dnh nhng li ch nht nh cho khch hng. Khuyn mi c thc hin di nhng hnh thc: 1. Phn pht hng mu. 2. Phiu mua hng u i. 3. Gim gi. 4. Tr li mt phn tin. 5. Thng v c trit gi nh. 6. Thi c cc tr chi. 7. Phn thng cho cc khch hang thng xuyn. 8. Qu tng. 9. Tng vt phm mang biu tng qung co. 10. Dng th min ph. 11. Bo hnh sn phm. ..... i vi cc trung gian phn phi ca doanh nghip, cc doanh nghip cn c th s dng mt s cc hnh thc xc tin bn hng khc nh: - Chit gi: Gim ga so vi hng bn ghi trn ho n trong tng trng hp mua hng hoc trong tng thi k. - Thm hng ho cho khch mua hng vi lng hng ho nht nh Trong chin lc khuyn mi lun lun c nhiu chin dch khuyn mi. Khi t chc thc hin chin lc khuyn mi phi xy dng cc chin dch khuyn mi sau tin hnh t chc thc hin tng chin dch khuyn mi cn
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oc t chc theo qui trnh sau: - Xc nh mc tiu ca t khuyn mi - Xc nh ngn sch cho khuyn mi: - La chn k thut khuyn mi: - La chn qui m v xy dng chng trnh khuyn mi: - Chun b c s vt cht cho t khuyn mi M rng quan h vi qun chng v tuyn truyn: l mt cng c marketing quan trng khc na.Cng ty khng nhng phi c quan h tt vi khch hng, ngi cung ng cc i l ca mnh, m cn phi c quan h ng o vi qun chng c quan tm. Cng chng l nhm ngi c quan tm hay nh hng thc t hay tim n n kh nng cng ty t c nhng mc tiu ca mnh. M rng quan h vi cng chng bng cc hot ng: - M rng quan h vi gii bo ch, tp ch, i pht thanh v truyn hnh. - Doanh nghip m cc chin dch tuyn truyn v sn phm ca mnh to dng hnh nh cng ty trn cc phng tin thng tin i chng v trn phng tin truyn thng ca cng ty. - Vn ng hnh lang: Lm vic vi cc nh lp php v cc quan chc trong chnh ph hoc quan chc ca ngnh, ca a phng ng h hay hu b mt o lut hay mt quy nh no . - Tham mu: xut vi lnh o cng ty nhng kin ngh v cc vn c lin quan n cng chng v v hnh nh ca cng ty. Nhng cng c ch yu m rng quan h vi cng chng trong hot dng marketing ca doanh nghip: 1. Xut bn phm: Cc cng ty cho in v phn pht cc bo co hng nm, nhng cun sch nh gii thiu v sn phm hoc v cng ty, nhng t liu nghe nhn, bn tin ca cng ty, cc bo v tp ch. 2. Cc s kin: Cng ty t chc nhng hat ng nhn nhng s kin nh t chc nhng hi tho, chuyn , nhng cuc i chi, trin lm, thi v hi tho, l k nim, bo tr cc hot ng th dc th thao v vn ho tip cn cng chng mc tiu. 3. Tin tc: Vit bi trn cc bo, tp ch a tin trn i pht thanh hoc
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truyn hnh.Cng tranh th c bo ch th cng c iu kin ginh c nhiu v tr tt hn tuyn truyn cho cng ty. 4. Bi ni chuyn: Ni chuyn trong cc hi ngh, vi hc sinh, sinh vin nhn dp khai trng hay tng kt nm hc. 5.Hot ng cng ch: ng h cc qu t thin, xy nh tnh ngha, lp qu hc bng cho sinh vin. 6. Phng tin nhn dng: Trong mt x hi trn ngp cc thng tin, cc cng ty phi tranh nhau ht s ch v mnh.H phi c gng to ra nhng c im nhn dng ni bt cng chng c th nhn ra ngay tc khc. c im nhn dng c th hin trn logo ( biu tng ) ca cng ty, trn cc cng vn, giy t, danh thip, th tn thng mi, biu hin, mu sc c trng ca sn phm c sn trn phng tin vn ti hoc ti cc vn phng, ca hng bn sn phm ca cng ty, trn cc bin qung co, nhn dng qua qun o , ng phc Bn hng trc tip: l hnh vi thng mi ca thng nhn, l s giao tip trc tip gia ngi bn hng vi khch hng tim nng. Trong , ngi bn hng c ngha v giao hng, chuyn quyn s hu cho ngi mua v nhn tin. doanh nghip thng mi s dng nhiu hnh thc bn hng khc nhau: bn hng theo nhm khch hng trng im; bn hng trao tay;bn hng qua in thoi; bn hng qua Internet; bn hng qua siu th D bn hng theo hnh thc no i na quan h gia cc nhn ngi bn v khch hng l khng th thiu c. Ngi bn hng d cng v no cng phi hon thnh tt nhim v ca mt nhn vin bn hng v: - Nhn vin bn hng l cu ni trc tip cng ty vi khch hng. - Nhn vin bn hng c nhim v cung cng chng p thng tin cn thit v sn phm cng nh v doanh nghip cho khch hng. - Nhn vin bn hng phi c nng lc, hiu bit v ngh thut bn hng nh giao tip, by bn sn phm,gii thiu, gii p thc mc cho khch hng. V vy, t chc, tuyn chn, o to, qun l, ng vin lc lng bn hng l mt cng vic m cng ty phi dnh mt s quan tm tho ng.
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ng nhin vic bn hng cng phi tun theo mt quy trnh cn bn,song khng phi tt c mi nhn vin bn hng cng s dng mt quy trnh ging nhau.Nhng nhn chung vic bn hng c th theo cc bc sau. - iu tra v nh gi - Chun b - Tip cn khch hng - Trnh by v gii thiu sn phm - X l cc thc mc ca khch hng - Kt thc - Kim tra Bn hng trc tip l mt hot ng trung gian, n nm trong khu lu thng phn phi ca qu trnh ti sn xut sn phm, n l hot ng quan trng trong xc tin bn hng, n l hnh thc giao tip mang tnh chn lc cao. Hot ng bn hng trc tip thc y s tng tc gia ngi bn v ngi mua dn ti mt gii php c hiu qu v tit kim thi gian cho c ngi mua v ngi bn. chin thng trong cnh tranh th mi doanh nghip cn phi thu thp thng tin phn hi chnh xc v nhanh chng t pha th trng v ngi tiu dng . 1.2.3 Vn t chc thc hin hoch ti u th sn phm Thc t cho thy, hng ho khng bn c khng phi ch do nguyn nhn v cht lng v gi c m do khu t chc hot ng tiu th cn yu km. Do vy, t chc cc hot ng tiu th,doanh nghip cn ch n mt s ni dung sau: Ngi n h ng: l ngi trc tip tip xc, giao thip vi khch hng. H c vai tr quan trng trong vic quyt nh s thnh cng ca hot ng tiu th. Bn cnh tnh d phn bit ca sn phm th phong cch phc v ngi bn hng s to nn hnh nh ring ca cng ty, nht l i vi cc sn phm ang c s cnh tranh cao ca cc sn phm d thay th. Do vy, phi b tr nhng ngi bn hng c trnh nghip v cao, kho lo, nhy cm vi tm l khch hng. H phi c hiu bit r v sn phm v bit cch hng dn, li cun khch hng vo nhng c tnh ring bit ca sn phm so vi sn phm khc. Hot ng giao ch , t hp ng: Bn hng theo hnh thc ny s
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gip doanh nghip bn c mt khi lng hng ln v ng thi n l c s xy dng quan h lm n lu di. Do vy, trong qu trnh k kt hp ng, doanh nghip cn kho lo, linh hot khi tho thun cc iu khon sao cho to c khng kh thoi mi, tin cy v c gng thu thp thm nhiu thng tin v nhu cu trong tng lai ca khch hng. T chc mng li phn phi: Thc cht l hnh thc t chc knh phn phi sn phm.DNda trn c tnh sn phm, tnh hnh th trng la chn hnh thc knh hp l, chi ph thp, thng tin nhanh, kim sot c phn phi hng ho. T chc cc ch v trc v sau hi n h ng: + Cc dch v trc khi bn hng gm c cc dch v v thng tin, gii thiu, qung co, cho hng, tham gia hi ch trin lm, ng gi sn theo yu cuca khch hng. Vic ny nhm gii thiu cng dng ca sn phm, cc dch v km theo gi m nhu cu ca NTD v thuyt phc h mua v s dng sn phm ca mnh. + Cc dch v trong khi bn hang l cc dch v giao tip gia khch hng v DN. N bao gm: vic gii thiu hng ho, hng dn la chn hng ho, k kt hp ng thanh ton, bc xp hng, chuyn ch hng ho ti ni yu cu Dch v trong khi bn nhm tc ng vo tm l ca NTD v s tin cy ca DN, cht lng, gi c ca SP l hp l, iu quan trong l doanh nghip cho NTD thy h thc s l thng v s la chn ca h l sng sut. + Dch v sau bn hng: L cc hot ngbao gm vic lp t, sa cha, bo hnh, t vn tiu dng, thu mua hng c, thay th, bo dng Cng tc ny nhm nng cao uy tn ca doanh nghip, cng c lng tin ca NTD khi mua v s dng hng ho do doanh nghip sn xut. T chc cc iu in m o phng tin thanh ton: Trong trng hp nhiu doanh nghip cng bn mt loi sn phm theo cng mt g c th iu kin thanh ton c th tr thnh mt yu t quyt nh i vi vic la chn ca ngi mua. Ngoi ra, n gp phn thc y cho tin tiu th sn phm nhanh gn thun tin. Doanh nghip c th bn tr dn, tr gp k hp ng, hoc tr mt ln, tr ngay i vi u i, Tt nhin doanh nghip phi c nhng cn
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c nht nh la chn tu theo hon cnh ca cng ty, cng cnh tranh, tnh cht th trng tiu th sn phm ( Sn phm ang nm trong giai oNh nco ca chu k sng ca n ) Hn na cc phng thc thanh ton cng c nhng iu kin nht nh ca n; chng hn: kh nng thanh ton ca khch hng n u, trnh pht trin kinh doanh tin t cng nh trnh pht trin dch v thanh ton ca h thng ngn hng, vic hnh thnh thi quen ca ngi mua i vi mi phng thc thanh ton Ngoi ra c nhng nguy c khng thu ht tin n ca khch nu h thng ngn hng cha t trnh nht nh, nguy c gim li nhun nu trong thi gianthu tin ca khch hng,t l chuyn i tin thay i (t gi thay i) V vy, cn thit doanh nghip phi t chc tt cc iu kin m bo phng thc thanh ton hot ng tiu th sn phm c hi qu. Cc bin php h tr tiu th sn phm. Xy dng kho bi :Da trn c im ca sn phm v tn sut mua hng ..doanh nghip c th tm cho mnh cch d tr sn phm mt cch kinh t nht .C 2 loi nh kho :kho ring l kho thuc s hu ring ca doanh nghip v ch nhng sn phm ca doanh nghip mi c ct .Kho cng cng l nhng kho dc s hu bi nhng ngi khc vi chc nng cha hng cho nhiu c nhn v t chc.Chi ph thu kho cng cng l chi ph bin i.Doanh nhip ch phi tr tin cho khng gian v thi gian m h s dng .cc kho cng cng cng c khng gian lm ni trng by sn phm v vn phng giao dch vi khch hng.hng ha ti cc kho cng cng cng c th c dng lm vt th chp vay tin ngn hng. X l n t hng: Cng vic ny bao gm vic nhn n hng ,tr li ,cp tn dng ,xut ha n v thu hi n.Cng ngh thng tin ang l tr th c lc cho nhng ngi lm cng vic ny.Cc phn mm qun tr bn hng c kh nng tip nhn cc n t hng,tr li,xut ha n v theo di cng n ca khch hng mt cch t ng hoc bn t ng .iu ny lm tng chnh xc ca h thng x l n t hng v gim chi ph.
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Vn chuyn hng ha :Vn chuyn hng ha ti khch hng l mt khu quan trng i vi doanh nghip.c nm phng php vn chuyn chnh l:ng st ,ng b,ng ng, ng bin v ng bng khng.Trn thc t nhiu doanh nghip phi s dng kiu vn chuyn lin phng thc,tc l s dng kt hp nhiu phng thc vn ti khc nhau m bo yu cu c mt thi gian v chi ph. 1.3 Nhn ch ti u nh i hiu qu ca ti u th: nh gi chnh xc hiu qu ca hot ng tiu th l vic rt kh khn, bi hot ng tiu th khng ging cc hot ng khc ca doanh nghip n bao gm nhiu hot ng m doanh nghip khng lng ho c nhng hot ng ny gp phn to nn uy tn danh ting v s pht trin lu di cho doanh nghip. Tuy nhin nu nh gi mt cch tng i th hiu qu ca hot nh tiu th c th c xc nh thng qua mt s ch tiu sau: 1.3 ng sn phm ti u th: i vi doanh nghip sn xut kinh doanh, lng sn phm tiu th l nhng sn phm xut kho thnh phm giao cho khch hng v nhn c tin. Xc nh lng sn phm trong nm phi cn c vo sn lng sn xut ca sn phm, hp ng kinh t k kt vi khch hng, nhu cu th trng, kh nng i mi phng thc thanh ton v tnh hnh tiu th sn phm tiu th ca nm trc.
Lng sn phm tiu th k k hoch ca doanh nghip c xc nh theo cng thc:

Q KH Q - Q1 - Q 2
Trong :
Q KH Q Q1
: Lng sn phm d kin tiu th k k hoch. : Khi lng sn phm sn xut k k hoch. : Lng sn phm sn xut tn kho u k. : Lng sn phm sn xut tn kho cui k.
Q2
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1.3.2 Doanh thu: Doanh nghip sn xut kinh doanh c khon thu nhp ln nht v thng xuyn l doanh thu bn hngho v dch v hay cn gi l doanh s bn hng ca doanh nghip. iu quan trng i vi doanh nghip l bn c hng ho, thu ht c nhiu khch hng v m rng c th trng. S a dng ho hng ho v dch v cho php m rng c nhu cu ca khch hng, tho mn nhu cu nhiu v v a dng ca khch hng, cho php tng c s lng hng ho v dch v bn ra. Doanh thu ca doanh nghip c xc nh theo cng thc: TR= Qi x Pi.
Trong : TR : Doanh thu ca doanh nghip. : Khi lng hng ha, dch v i. : Gi c hng ho dch v i.
Qi Pi
Doanh thu ca doanh nghip ph thuc vo khi lng hng ho v dch v bn ra v ph thuc vo ga c hng ho v dch v . Trong c ch th trng nu khi lng hng ho dch v bn ra cng nhiu th gi c hng ho dch v s h xung v ngc li theo quy lut cung cu. V vy i vi mi loi hng ho dch v trn mi th trng cn phi tnh ton doanh thu bin( MR) bng chi ph bin( MC ). MR= MC. T mi quyt nh lng cung hng ho v dch v. Khi lng hng ho dch v bn ra ca doanh nghip nhiu hay t, gi c cao hay thp cn ph thuc ch yu vo cht lng hng ho nhu cu ca khch hng dung lng th trng, a im bn hng, phng thc phn phi v bn hng 1.3 3 i nhu n v mc o nh li Li nhun l mc tiu hot ng ca cc doanh nghip sn xut kinh doanh. y chnh l ch tiu cht lng quan trng phn nh hiu qu qu trnh sn xut kinh doanh ca doanh nghip. Li nhun l phn di ra ngoi nhng chi ph m doanh nghip phi b ra trong qu trnh sn xut kinh doanh.
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LN = TR - TC = (P - ATC) x Q.
Trong : LN TR TC : Tng li nhun ca doanh nghip. : Tng doanh thu bn hng ca doanh nghip : Tng chi ph ca doanh nghip.
Cc doanh nghip sn xut kinh doanh u c gng nhm mc ch ti a ho li nhun. Cc doanh nghip ch t c li nhun ti a khi MR= MC. Khi xc nh hiu qu sn xut kinh doanh ca doanh nghip ngoi gi tr tuyt i li nhun ta cn s dng ch tiu mc doanh li. C ba cch tnh mc doanh li khc nhau. - Tnh trn vn kinh doanh:
Mc doanh li = Tng li nhun/ vn kinh doanh.
- Tnh trn doanh s bn hng thc hin.

Mc doanh li = tng li nhun/ Doanh thu.
- Tnh trn chi ph kinh doanh.

Mc doanh li=Tng li nhun /Tng chi ph kinh doanh.
Ngoi ra ngi ta thng c tnh n mc tng trng hng nm ca doanh li i vi doanh nghip sn xut kinh doanh. Mc tng trng = Doanh li nm k hoch/ Doanh li nm gc. 1.4. Nhn nhn t nh hn n ho t n ti u th ca c c oanh n hip 1.4.1. C c nhm nhn t n ngoi o nh nghip
1.4.1.1 Cc nhn t thuc mi trng v m a.Cc nhn t v mt kinh t Cc nhn t v mt kinh t c vai tr rt quan trng, quyt nh n vic hnh thnh v hon thin mi trng kinh doanh, ng thi nh hng n kh nng cnh tranh ca doanh nghip. Cc nhn t kinh t gm c:
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- Tc tng trng kinh t . Nn kinh t tng trng cao v n nh s lm cho thu nhp ca tng lp dn c tng dn n sc mua hng ha v dch v tng ln. y l c hi tt cho cc doanh nghip p ng kp thi nhu cu ca khch hng to nn s thnh cng trong kinh doanh ca mi doanh nghip. Nn kinh t tng trng vi tc cao v n nh ko theo hot ng kinh doanh ca cc doanh nghip t hiu qu cao, kh nng tch t v tp trung sn xut cao. - T gi hi oi: y l nhn t tc ng nhanh chng v su sc vi tng quc gia v tng doanh nghip nht l trong iu kin nn kinh t m ca khi ng ni t ln gi s khuyn khch nhp khu v kh nng cnh tranh ca cc doanh nghip trong nc s gim trn th trng ni a. Cc doanh nghip trong nc mt dn c hi m rng th trng, pht trin sn xut kinh doanh. Ngc li, khi ng ni t gim gi dn n xut khu tng c hi sn xut kinh doanh ca cc doanh nghip trong nc tng, kh nng cnh tranh cao hn th trng trong nc v quc t bi khi gi bn hng ha trong nc gim hn so vi i th cnh tranh nc ngoi. - Li sut cho vay ca ngn hng: Nu li sut cho vay cao dn n chi ph kinh doanh ca doanh nghip cao, iu ny lm gim kh nng cnh tranh cu doanh nghip nht l khi so vi doanh nghip c tim lc vn s hu mnh. - Lm pht: Lm pht cao cc doanh nghip s khng u t vo sn xut kinh doanh c bit l u t ti sn xut m rng v u t i mi cng ngh sn xut ca doanh nghip v cc doanh nghip s khng m bo v mt hin vt cc ti sn, khng c kh nng thu hi vn sn xut hn na, ri ro kinh doanh khi xy ra lm pht rt ln. - Cc chnh sch kinh t ca nh nc: Cc chnh sch pht trin kinh t ca nh nc c tc dng cn tr hoc ng h ln n hot ng sn xut kinh doanh ca doanh nghip. C khi mt chnh sch kinh t ca nh nc to c hi i vi doanh nghip ny nhng lm mt c hi cho doanh nghip khc b. Cc nhn t thuc v chnh tr php lu t Mt th ch chnh tr, mt h thng php lut cht ch, r rng, m rng v n nh s lm c s cho s bo m iu kin thun li v bnh ng cho cc doanh nghip tham gia cnh tranh lnh mnh, t hiu qu cao cho doanh
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nghip v x hi. Th hin r nht l cc chnh sch bo h mu dch t do, cc chnh sch ti chnh, nhng quan im trong lnh vc nhp khu, cc chng trnh quc gia, ch tin lng, tr cp, ph cp cho ngi lao ng... Cc nhn t ny u nh hng trc tip hay gin tip n hot ng tiu th sn phm ca doanh nghip. c. Cc nhn t v khoa hc cng ngh Nhm nhn t khoa hc cng ngh tc ng mt cch quyt nh n 2 yu t c bn nht to nn kh nng cnh tranh trn th trng hay kh nng tiu th sn phm ca doanh nghip, l 2 yu t cht lng v gi bn. Khoa hc cng ngh hin i p dng trong sn xut kinh doanh gp phn lm tng cht lng hng ha v dch v, gim ti a chi ph sn xut (tng hiu sut) dn ti gi thnh sn phm gim. d. Cc y u t v vn ha - x hi Phong tc tp qun, li sng, th hiu, thi quen tiu dng, tn gio tn ngng c nh hng trc tip n mc tiu th sn phm, hng ha ca doanh nghip. Nhng khu vc khc nhau c vn ha - x hi khc nhau do vy kh nng tiu th hng ha cng khc nhau, i hi doanh nghip phi nghin cu r nhng yu t thuc v vn ha - x hi khu vc c nhng chin lc sn phm ph hp vi tng khu vc khc nhau. e. Cc y u t t nhin Cc nhn t t nhin c th to ra cc thun li v kh khn trong vic pht trin cc hot ng sn xut kinh doanh ca doanh nghip. Cc nhn t t nhin bao gm ti nguyn thin nhin, v tr a l... V tr a l thun li s to iu kin khuych trng sn phm, m rng th trng tiu th gim thiu cc chi ph phc v bn hng, gii thiu sn phm. Ti nguyn thin nhin phong ph to iu kin cho doanh nghip ch ng trong cung ng nguyn vt liu u vo cho qu trnh sn xut kinh doanh, p ng kp thi nhu cu th trng, to iu kin cho doanh nghip trong qu trnh sn xut kinh doanh. 1.4.1.2 Cc nhm nhn t thuc v mi trng vi m a. Khch hng
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Khch hng l i tng m doanh nghip phc v v l yu t quyt nh n s thnh cng hay tht bi ca doanh nghip. Bi v khch hng to nn th trng, quy m ca khch hng to nn quy m th trng. Nhng bin ng tm l khch hng th hin qua s thay i s thch, th hiu, thi quen lm cho s lng sn phm c tiu th tng ln hay gim i. Vic nh hng hot ng sn xut kinh doanh hng vo nhu cu ca khch hng s em li kt qu kh quan cho doanh nghip to thi quen v t chc cc dch v phc v khch hng, nh ng vo tm l tiu dng l bin php hu hiu nng cao hiu qu ca hot ng tiu th sn phm. Mt nhn t c bit quan trng l mc thu nhp v kh nng thanh ton ca khch hng c tnh quyt nh n lng hng ha tiu th ca doanh nghip. Khi thu nhp tng th nhu cu tng v khi thu nhp gim th nhu cu gim, do vy doanh nghip cn c nhng chnh sch gi, chnh sch sn phm hp l. b. S lng cc doanh nghip trong ng nh v cng cnh tranh ca ngnh S lng cc doanh nghip trong ngnh v cc i th ngang sc tc ng rt ln n kh nng cnh tranh ca doanh nghip. Nu doanh nghip c quy m ln, kh nng cnh tranh ca doanh nghip s cao hn cc i th khc trong ngnh. Cng nhiu doanh nghip cnh tranh trong ngnh th c hi n vi tng doanh nghip cng t, th trng phn chia nh hn, kht khe hn dn n li nhun ca tng doanh nghip cng nh i. Do vy, vic nghin cu i th cnh tranh l vic cn thit gi vng th trng tiu th sn phm ca mi doanh nghip. c. Cc n v cung ng u vo cho doanh nghip. Cc nh cung ng cc yu t u vo cho qu trnh sn xut c th chia x li nhun ca mt doanh nghip trong trng hp doanh nghip c kh nng trang tri cc chi ph tng thm cho u vo c cung cp. Cc nh cung cp c th gy kh khn lm cho kh nng ca doanh nghip b gim trong trng hp: - Ngun cung cp m doanh nghip cn ch c mt hoc mt vi cng ty c kh nng cung cp. - Loi vt t m nh cung cp bn cho doanh nghip l u vo quan trng nht ca doanh nghip.
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T cc yu t trn th nh cung cp c th p buc cc doanh nghip mua nguyn vt liu vi gi cao, khi chi ph sn xut tng ln, gi thnh n v sn phm tng, khi lng tiu th b gim lm doanh nghip b mt dn th trng, li nhun gim. gim bt cc nh hng xu, cc nh cung ng ti doanh nghip. Cc doanh nghip cn tng cng mi quan h tt vi nh cung ng, tm v la chn ngun cung ng chnh, c uy tn cao ng thi nghin cu tm ra ngun nguyn vt liu thay th. 1.4.2 C c nhn t n trong o nh nghip
Mi doanh nghip hot ng trong c ch th trng iu c mt mi trng kinh doanh nht nh. Mi trng kinh doanh c th to ra nhng c hi thun li cho kinh doanh nhng ng thi n cng tc ng xu in hot ng kinh doanh ca doanh nghip, chnh cc nhn t thuc mi trng bn trrong doanh nghip c nh hng ln in hot tiu th ca doanh nghip cc nhn t c th k in nh 1.4.2.1 Cht lng sn phm Cht lng sn phm l mt yu t quan trng thc y hoc km hm hot ng tiu th sn phm. Trong nn kinh t th trng cht lng sn phm l mt v kh cnh tranh sc bn c th d dng bp cc i th cnh tranh cng ngnh. V vy, cc chng trnh qung co khi ni v sn phm ca cng ty, nhiu sn phm a tiu chun cht lng ln hng u: Cht lng tt nht, cht lng vng, cht lng khng bin gii... Cht lng sn phm tt khng ch thu ht c khch hng lm tng khi lng sn phm tiu th m cn to iu kin cho doanh nghip nng cao uy tn cho doanh nghip, ng thi c th nng cao gi bn sn phm mt cch hp l m vn thu ht c khch hng. Ngc li, cht lng sn phm thp th vic tiu th s gp kh khn, nu cht lng sn phm qu thp th ngay c khi bn gi r vn khng c ngi tiu dng chp nhn. c bit trong ngnh cng nghip thc phm, nng nghip th cht lng sn phm c nh hng rt ln n khi lng sn phm tiu th. Vic bo m cht lng lu di vi phng chm Trc sau nh mt cn c ngha l lng tin ca khch hng i vi doanh nghip l uy tn ca doanh nghip i vi khch hng. Cht lng sn phm tt s nh si dy v
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hnh tht cht khch hng vi doanh nghip, to cho hot ng tiu th din ra thun li. 1.4.2.2 Vic t chc bn hng ca doanh nghip Cng tc t chc bn hng ca doanh nghip cng l nhn t quan trng thc y kt qu hot ng tiu th sn phm ca cng ty cao hay thp. Cng tc t chc bn hng gm nhiu mt: - Hnh thc bn hng: Mt doanh nghip nu kt hp tng hp cc hnh thc: Bn bun, bn l ti kho, ti ca hng gii thiu sn phm, thng qua cc i l... tt nhin s tiu th c nhiu sn phm hn mt doanh nghip ch p dng n thun mt hnh thc bn hng no . m rng v chim lnh th trng cc doanh nghip cn t chc mng li cc i l phn phi sn phm. Nu cc i l ny c m rng v hot ng c hiu qu s nng cao doanh thu cho doanh nghip, cn nu thu hp hoc thiu vng cc i ly, hoc cc i l hot ng km hiu qu s lm gim st doanh thu tiu th sn phm. - T chc thanh ton: Khch hng s cm thy thoi mi hn khi p dng nhiu phng thc thanh ton khc nhau nh: Thanh ton bng tin mt, thanh ton chm, thanh ton ngay... v nh vy, khch hng c th la chn cho mnh phng thc thanh ton tin li nht, hiu qu nht. thu ht ng o khch hng n vi doanh nghip th doanh nghip nn p dng nhiu hnh thc thanh ton em li s thun tin cho khch hng, lm n by kch thch tiu th sn phm. - Dch v km theo sau khi bn: cho khch hng c thun li v cng l tng thm sc cnh tranh trn th trng, trong cng tc tiu th sn phm, cc doanh nghip cn t chc cc dch v km theo khi bn nh: dch v vn chuyn, bo qun, lp rp, hiu chnh sn phm v c bo hnh, sa cha.... Nu doanh nghip lm tt cng tc ny s lm cho khch hng cm thy thun li, yn tm, tho mi hn khi s dng sn phm c uy tn ca doanh nghip. Nh vy m khi lng sn phm tiu th s tng ln: 1.4.2.3 C s v t cht k thu t: y l yu t mang tnh cht quyt nh i vi hot ng tiu th ca
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doanh nghip. N l yu t c bn m bo cho yu cu v cht lng sn phm, gi uy tn cho doanh nghip, dp cho doanh nghip thm nhp vo nhng th trng kht khe, nu doanh nghip c kh nng l ngi dn u v cng ngh to nhiu iu kin cho doanh nghip to ra li th cnh tranh v ga so vi cc i th trong ngnh. 1.4.2.4 Ngun nhn lc. Ngun nhn lc trong doanh nghip bao gm c lao ng qun l v cng nhn. Do s pht trin mnh m ca nn kinh t tri thc, Cc doanh nghip ngy cng ch trng n nng lc, chnh chuyn mn, sc sng to ca ngi lao ng, ngi lnh o i hiphi c trnh t chc v qun l, nm vng ni dung v ngh thut qun tr, c phng php qun tr hp l to ra s hi ho gia cc b phn trong doanh nghip thc y hot ng sn xut kinh doanh ca doanh nghip pht trin. Ngi lao ng i hi phi c tay ngh cao, vng chuyn mn m bo to ra nhng sn phm c cht lng cao v chi ph thp. T to ra li th cnh tranh cho sn phm v cho doanh nghip. 1.5 C c phng hng nng cao kt qu tiu th sn phm + Thay i th trng: Nu th trng hin ti khng ph hp vi nhng im mnh ca doanh nghip v quy m tng lai km hp dn, s i th cnh tranh nhiu hay c i th rt mnh th doanh nghip cn la chn nhng khu vc a l mi, nhng nhm khch hng mi ph hp hn, + Hon thin sn phm: Chng loi mi, tnh nng mi, nng cao sa i mc cht lng, kiu dng v mu m, bao b, nhn hng ha v dch v h tr. + Hon thin gi: Gi cho ngi tiu dng v gi cho ngi trung gian(mc gi chung, t l chit khu, c im tn dng). + Hon thin phn phi: M nhng knh mi, im bn mi; nng cao hiu qu ca im bn hin ti. + Hon thin xc tin bn: Tng cng xc tin bn bng cch tng cng qung co, khuyn mi, bn hng trc tip, marketing trc tip, quan h cng chng; thay i c cu xc tin bn hng cho ph hp hn: t l chi ph qung co/chi ph khuyn mi, chi ph qung co/chi ph bn hng trc tip.....nng cao hiu qu ca chi ph qung co, chi ph khuyn mi v cc
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chi ph xc tin bn hng khc.
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Mt s gii ph p thc y hot ng tiu th sn phm ca cty TNHH SX TMDV Vin ng
Trong phn ny: Gii thiu cty Vin ng Thc trng tiu th sn phm ti Vin ng
2
o nh nghip
PHN TCH THC TRNG TIU TH SN PHM CA CNG TY TNHH SX-TM-DV VIN NG
2.1. Gii thiu chun v Cn ty TNHH-SX-TM-DV Vin n 2.1 Qu trnh hnh thnh v ph t trin c
Tn doanh nghip: Cng ty TNHH-SX-TM-DV Vin n Tn giao dch quc t: VIDO Corp.,Ltd., Gim c: Nguyn Vn Hn S in thoi: 043 974 6020 Fax: 043 974 6020 Email: hanoivie@gmail.com Website: http://vie.vn Vn iu l: 10 t ng a ch : 74 i C Vit - Hai B Trng - H Ni S ng k kinh doanh( c cp li ): 01120 15723 cp ngy 29/01/2010 Cng ty ng k k khai thu ti chi cc thu H Ni theo phng php khu tr M s thu : 0302 117 501 002
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Cng ty TNHH sn sut thng mi dch v Vin ng c tn giao dch l VIDOCorp.,Ltd., l loi cng ty TNHH nhiu thnh vin hch ton kinh t c lp t ch v ti chnh c t cch php nhn, c ti khon c lp v c con du ring. Cng ty c thnh lp ngy 04 thng 10 nm 2000 theo s ng k kinh doanh s: 4102002426 do s k hoch u t Thnh Ph H Ch Minh cp. Khi thnh lp, cng ty c s vn l 10 t ng c tr s chnh c t ti 207, Trn Bnh Trng, Phng 3, Qun 5, thnh ph H Ch Minh Khi im t u nhng nm 2000, VIN NG ch cung cp cc gii php mng vin thng. Hin nay, VIN NG tr thnh ngi bn ng hnh ca nhiu doanh nghip. Vi n lc v c gng khng ngng, VIN NG l i l ca hn 10 nh sn xut trn th gii, phn phi hn 1000 sn phm cng ngh ra th trng trong nc. Knh phn phi hin ti bao gm 200 i l ln nh ti cc thnh ph khc nhau nh H Ni, Nng, thnh ph HCM, Hi Dng, Bin Ha, Bnh Dng, Cn th, Vng Tu l i tc ca cc hng nh: Panasonic, LG- Nortel, Siemens, Polycom, Motorola, Argus Cc mt hng ch yu ca Vin ng l: tng i in thoi, camera quan st, bo chy bo ng, b m, my fax, my chiu, thit b tin hc, thit b an ninh kim sot ra vo. Mi giai on pht trin ca Cng ty u c nhng c im thun li v kh khn ring nhng u c nhng yu cu i hi pht trin v tin b ngy cng cao. V th m nhng thnh qu cng ty t c cho n ngy hm nay u l kt qu ca nhng n lc ngy qua ng thi cng l tin cho nhng n lc phi c ngy mai. 2.1.2 Chc nng v nhim v c cng ty 2.1.2.1 Chc nng Kinh doanh, phn phi v lp t h thng tng i, my fax, in thoi, h thng camera, b m v cc thit b an ninh nghe nhn khc 2.1.2.2 Nhim v Cung cp cc thit b an ninh cho cc cng ty, khch sn, trng hc.... 2.1.2.3 Cc loi hng ha ch y u
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- Cng ty cung cp v lp t cc h thng tng i in thoi c nhiu chng loi ,a dng c th ph hp vi vn phng,cng ty nh hoc ln ,cho php sp xp cc cuc gi t ng v gim chi ph ti a ca cc hng nh panasonic,LG-Nortel,Simens... - H thng camera quan st ,bo chy ,bo ng ,chung ca mn hnh ,kha ca,kim sot ra vo - Thit b vin thng dn dng : My Fax, in thoi bn ,v tuyn k thut s ,my m tin ,my hy giy ,my chiu .. - Thit b vin thng chuyn dng :My b m .in thoi POLYCOM v tuyn truyn hnh ,thit b ghi m k thut s ,thit b kch sng ,ph sng di ng GSM,CDMA - Thit b h tr qun l :my chm cng vn tay,dng th ,kha ca k thut s phn mm qun l cc v qun l khch sn ,thit b ghi m ,tai nghe chuyn dng cho t vn ,trung tm chm sc khch hng..... 2.1.3 C cu t chc c Do nh nghip S : M hnh t chc m y qun l c cng ty Vin ng ti H Ni
Gim c Ph gim c kinh doanh Phng kinh doanh d n Phng k thut Ph gim c k thut Phng nhn s Phng k ton
Qua s trn ta thy b my qun l ca cng ty xy dng theo phng php chc nng. 2.1.3.1 Chc nng v nhim v c n ca cc phng ban
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ng u l gim c ca cng ty chu trch nhim v ton b hot ng ca cng ty; gip vic cho gim c trong vic qun l c 2 ph gim c, PG ph trch kinh doanh v PG ph trch k thut: - PG inh oanh: Gip vic cho gim c ph trch phng kinh doanh, c trch nhim lp ra k hoch v qun l ngun hng vo ra, cc d n ca cng ty. - PG thu t: Gip vic cho gim c ph trch phng k thut v c trch nhim lp ra k hoch nghim thu cc cng trnh v qun l cc trang thit b. Ban qun l kinh doanh ca cng ty bao gm cc phng chnh vi chc nng v nhim v khc nhau: - Phng kinh doanh: Gm c b phn bn hng v marketing, ng mt vai tr quan trng trong vic bn cc sn phm ca cng ty, v l cu ni trc tip gia cng ty v khch hng.ng thi: a ra cc chin lc Marketing thch hp thc y vic bn sn phm. Xy dng cc ch tiu doanh s thng, qu, nm. Tm kim, qun l, chm sc khch hng. K kt cc hp ng bn hng. Dch v sau bn hng. Phng kinh doanh xc tin vic bn hng d n v sn phm camera, tng i in thoi, bo chy bo hng, thng k v bo co hng thng v hiu qu kinh doanh cho ph gim c.Bc tch khi lng d ton t bn v thit k c duyt. - Phng k thu t: Kt hp vi phng kinh doanh t vn cho khch hng chng loi sn phm, c trng sn phm, h tr k thut cho khch hng khi c yu cu bo hanh v bo tr sn phm.i ti cc cng trnh lp t cc thit b v nghim thu. - Phng k ton: Tham mu cho gim c Cng ty trong lnh vc qun l ti chnh, cng tc hch ton k ton trong ton Cng ty theo ng iu l thng k k ton, quy ch ti chnh v php lut ca Nh nc. Tham mu xut vi gim c ban hnh cc quy ch v ti chnh ph hp vi nhim v sn xut kinh doanh ca n v, xy dng cc nh
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mc kinh t k thut, nh mc chi ph, xc nh gi thnh m bo kinh doanh c hiu qu. Thng xuyn nh gi hiu qu kinh doanh c xut v kin ngh kp thi nhm to nn tnh hnh ti chnh tt nht cho Cng ty. Phn nh trung thc v tnh hnh ti chnh ca Cng ty v kt hp cc hot ng khc ca Cng ty. nh k lp bo co theo qui nh lp k hoch thu chi ngn sch nhm p ng tt nhu cu ca Cng ty. Cn c vo k hoch sn xut kinh doanh hng nm ca Cng ty, t chc k hoch ti chnh v quyt nh nin k ton hng nm. Kim tra, kim sot vic thu chi, thanh ton cc khon n, theo di tnh hnh cng n vi khch hng - Phng nhn s: C chc nng gip vic cho ban lnh o cng ty thc hin tt cng tc qun l v nhn s: Tuyn dng, o to, xp lng, thi ua khen thng, k lut, sp xp cng tc i sng, v tr lm vic, thc hin ch chnh sch ca Nh nc. 2.1.4 Phn tch o c o t qu hot ng inh o nh c cng ty t qu hot ng inh oanh VT: VN
Chnh lch Ch tiu 1. DTBH &CCDV 2. Cc khon gim tr doanh thu 3. DTT v BH&CCDV 4. Gi vn hng bn 5. Li nhun gp v BH&CCDV 6. DT hot ng TC 7. Chi ph ti chnh 8. Chi ph bn hng 9. Chi ph qun l doanh nghip 10. LN thun t HKD 11. Thu nhp khc Nm 2008 8,730,315,190 Nm 2009 10,378,629,999 444,818 8,730,315,190 7,644,892,818 1,085,422,372 814,392 55,723,793 55,458,095 1,006,393,169 24,119,803 3,530,000 10,378,185,181 9,070,193,649 1,307,991,532 360,543 159,783,645 159,390,000 1,120,437,959 28,130,471 Tng, gim (+,-) 1,648,314,809 444,818 1,647,869,991 1,425,300,831 222,569,160 -453,849 104,059,853 103,931,905 114,044,790 4,010,669 -3,530,000 18.87526 18.64383 20.5053 -55.7286 186.7422 187.4062 11.53203 16.62812 -100 T l (%, +,-) 18.88036
Bng1: Bo co
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12. Chi ph khc 13. Li nhun khc 14. Tng LN trc thu 15. Thu TN phi np 16. LN sau thu Ngun : Phng k ton
3,530,000 27,649,803 7,741,945 20,253,939
28,130,471 7,876,532 19,907,858
-3,530,000 480,669 134,587 -346,081
-100 1.738416 1.738416 1.738416
Nm 2009 doanh thu t 10.378.185.181 ng, hn nm 2008 l 1.647.869.991 ng, tng ng vi 18.87%. Doanh thu tng nhng li nhun sau thu ca cng ty li gim. Nm 2008 li nhun t 20.253.939 ng nhng nm 2007 ch t 19.907.858 ng, gim 346.081 ng. Nguyn nhn l do doanh thu t hot ng ti chnh ca cng ty nm 2008 gim 453,849 ng, chi ph bn hng tng 103.931.905 ng tng ng 187,4 %, chi ph t hot ng ti chnh cng tng 186,74%, trong khi thu nhp khc li gim. Do nhng yu t trn m li nhun ca cng ty nm 2009 gim. 2.2.Thc tr n v ho t n ti u th cn ty TNHH SXTMDV Vin n 2.2.1 Phn tch v th trng ti u th Bng 2: Tnh hnh tiu th tnh theo doanh thu ca cc khu vc
VT:VN
So snh 2009/2008 Khu vc th trng Doanh thu nm 2008 Doanh thu nm 2009 Tng, gim (+,-) 998,328,495 649,986,305 1,648,314,800 T l (%, +,-) 28.0 12.6 18.9
1.H Ni 2. Cc tnh min Bc 3.Tng
3,565,395,472 5,164,919,718 8,730,315,190
4,563,723,967 5,814,906,023 10,378,629,99 9
Ngun: phng kinh doanh
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NX: So vi nm 2008, th tnh hnh tiu th sn phm ca doanh nghip nm 2009 c s chuyn bin theo hng tch cc: doanh thu tiu th cc vng u tng ln r rt 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 2009 tng ng k so vi nm 2008 ( tng 28%). 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 kinh doanh 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 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 2009 doanh thu tiu th khu vc min Bc 5,814,906,023 VND v tng 12.58 % so vi nm 2008 2.2.2. Phn tch v mt hng ti u th Bng 3: Tnh hnh doanh thu tiu th sn phm chnh ca cng ty TNHH TMDV Vin ng VT: VN
Nm 2008 Danh mc s n phm Tng i in thoi Camera quan st Bo chy bo hng B m My fax My chiu S lng (chic) 1002 540 256 398 321 790 Doanh thu Nm 2009 S lng Doanh thu So snh 2009/2008 % % S Doanh lng thu 25.35 29.81 47.66 6.78 9.66 12.03 27.4 2,53 42.85 0.52 12,75 48.38
1,568,952,354 1,865,289,437 532,654,123 945,693,845 861,982,774 956,456,254
1256 701 378 425 352 885
1,998,856,986 1.912,564,231 760,895,121 950,693,854 971,892,562 1,419,222,775
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Thit b tin hc 800 1209,634,114 Thit b an ninh, 521 789,652,289 chung ca 4628 8,730,315,190 Tng Ngun: phng kinh doanh
1092 986 6075
1,670,944,241 693,560,220 10,378,629,99
36.50 89.25 31.27
38.13 -12,1 18.9
Qua bng s liu trn ta thy: Sn phm ca Cng ty Vin ng bao gm nhiu loi: Tng i in thoi,Camera quan st,Bo chy-bo,B m,My Fax,My chiu v cc thit b khc. Nhng nm gn y do ban lnh o cng ty quyt nh m rng v pht trin thm mng thit b tin hc ng thi c phng n cung cp nhng sn phm nh my fax,my chiu cho cc cng ty trong v ngoi thnh ph H Ni. Nhn chung doanh thu cc mt hng tng u hng nm t 10 - 20% c bit trong lnh vc my chiu ,doanh s ca cng ty tng xp x 50% so vi nm 2008 . - i vi sn phm: +My chiu: Mc d % doanh s bn ch tng 12.03% (nm 2008 l 790 my,nm 2009 l 885 my) nhng % doanh thu tng l 48.38% Cn c bin php tt gi vng v y mnh tiu th loi sn phm trn ca Cng ty + Thit b an ninh,chung ca:mc d s lng bn ra tng n 89.25% nhung doanh thu li st gim n 12.1% do cn c cc bin php iu chnh cho vic kinh doanh sn phm ny mt cch hp l +Tng i in thoi : l mt hng tiu th cng rt mnh Cng ty, to uy tn ln cho Cng ty t khi n c a vo tiu th trn th trng. Nm 2009 lng sn phm tng i in thoi tiu th tng 25.35% v s lng v 27.4 v doanh thu so vi nm 2008. 2.2.3. Phn tch theo nhm h ch hng ti u th . Vic bn hng trong Cng ty c thc hin cho nhiu nhm khch hng khc nhau: khch l , i l v cng trnh. Mi nhm khc hng c c im khc nhau v c nh hng ti tc tiu th hng ha ca Cng ty. Phn tch doanh thu bn hng theo nhm khch hng nhm mc ch nh gi tnh hnh v kh nng a dng ha khch hng ca Cng ty, qua
Nguyn Th Hon- K13
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tm ra nhng nhm khch hng tim nng va y mnh u t vo nhm khch hng va m bo li nhun cho Cng ty Bng 4: Tnh hnh oanh thu ti u th sn phm ca cng ty Vin ng theo nhm khch hng VT: VN
Nhm khch hng 1. Khch l 2. i l Doanh thu nm 2008 890,300,010 Doanh thu nm 2009 1,397,948,660 So snh 2009/2008 Tng, gim T l (+,-) (%, +,-) 507,648,650 57
3,387,425,324
4,064,895,841
677,470,517
20
3.Cng trnh
4,452,589,856
4,915,785,489
463,195,633
10.4
Tng
8,730,315,190
10,378,629,999
1,648,314,800
18.9
Ngun : phng inh o nh
- Nm 2009 so vi 2008 doanh thu khch l tng 507,648,650 ng (tng 57% v doanh thu). Doanh thu bn i l tng 677,470,517 ng (tng 20 % v doanh thu) .Doanh thu cng trnh tng 463,195,633 tng (tc l tng 10.4%) + Nhn xt: Trong cc nhm khch hng ca doanh nghip th doanh thu cho cc cng trnh l ln nht v c s tng qua cc nm.tuy vy khch l li tng % v doanh thu l cao nht .vy nhm khch hng l l nhm khch hng tim nng v thu nhp bnh qun u ngi ca c nc ngy cng tng .nhu cu v cng ngh thng tin v an ninh in t bo m cho cuc sng ca con ngi ngy cng c ch trng . Cng trnh l nhm khch hng ch yu ca doanh nghip, gip doanh nghip tiu th hng ha vi khi lng ln v thu hi vn nhanh. Nm 2009,doanh thu bn bun t 4,915,785,489 gp phn ln vo vic tiu th hng ha.
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2.2.4 Phn tch cc chnh sch Marketing Mix h tr thc y ti u th sn phm c Cng ty TNHH_TM_DV Vin ng 2.2.4.1 Chnh sch sn phm thi trng Nhu cu ca con ngi thng xuyn thay i, bin ng khng ngng, doanh nghip mun tn ti v pht trin th phi thch ng vi s bin ng . Sn phm ngoi vic phi m bo cht lng v s tin li trong tiu dng cn phi c o mi l ph hp vi li sng hin i mi p ng c s mong i ca khch hng. Trong thi gian qua, cng ty Vin ng p ng lin tc kp thi th hiu ngi tiu dng nh vn dng chnh sch a dng ho sn phm.Hin ti cng ty cung cp hn 1000 sn phm ra th trng Ngoi vic a dng ho sn phm, p ng nhu cu tiu dng khc nhau, Cng ty Vin ng l ni ch trng hng u n cng tc hu mi , bo hnh, bo tr cho tng sn phm. Vi cng tc ny, VIN NG khng nhng gip khch hng khai thc ti a hiu sut ca sn phm m cn khc phc trit cc s c do li ca sn phm trong qu trnh sn xut, vn chuyn lp t. to ra nhng gi tr cng thm cho sn phm sau khi bn. VIN NG lun cng c nim tin t pha ngi tiu dng v gi c, cht lng v s hon ho v dch v. Cng tc Bo hnh - Bo tr to ra nhng gi tr cng thm cho sn phm sau khi bn. Chnh cng tc Bo hnh - Bo tr l giai on ch yu gip cng ty lin kt cht ch vi khch hng .Vin ng cn T vn v thc hin cc gii php vin thng, an ninh ton din cho tng i tng khch hng,t m hnh l h gia nh, vn phng, khch sn n nhng cng ty, d n c quy m va v ln. Th trng ch yu ca cng ty l cc nh my,cc cng ty,cc trng hc ,cc bnh vin ,....Mt s d n v khch hng ln truyn thng ca cng ty ti th trng: Cng ty Bt Ngt Ajnomoto,Cng ty ABBOTT Vit Nam,Cng ty Dc Phm OPV- OTSUKA,Cng ty Fito Pharma, Cng ty in T Foster Vit Nam, Cng ty VINA GAME, Trung tm phn phi Nokia Cng ty FPT,Cng ty Bt ngt Ajnomoto Vit NamCng ty dc phm OPV OTUSKACng ty xi mng Nghi Sn,Lnh s qun Hn Quc, NigieriaCng ty ABBOTT Vit Nam,Cng ty VINAGAME,Cng ty in t Fosterr Vit Nam,Trung tm phn phi Nokia cng ty FBT,Cng ty c
Nguyn Th Hon- K13
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phn vn ti Mai Linh,Cng ty Transviet,Cng ty vn ho Phng Nam,Cng ty du kh Petronas,Cng ty gch men Hong Gia,Cng ty gch men M,Gch ng Tm Long An. Ngn hng ,trng hc,bnh vin nh, Ngn hng u t v pht trin VN chi nhnh; SG HN BP TG,Ngn hng VID PUBLIC chi nhnh : SG BD,Ngn hng nng nghip v pht trin nng thn Q.10,Ngn hng Ngoi thng - Cty cho thu ti chnh,Ngn hng Qun i,Ngn hng Worri Bank Kore.v rt nhiu cc khch sn v nh hng trn ton quc Chnh sch sn phm ng n gip cng ty Vin ng tho mn tt hn nhu cu ca khch hng, tng bc a sn phm Vin ng tr thnh sn phm c uy tn nht trn th trng Vit Nam. 2.2.4.2 Chnh sch gi Chnh sch gi ng vai tr quan trng trong hot ng sn xut kinh doanh, nh hng ti s lng hng ho bn ra ca Cng ty v quyt nh mua ca khch hng. a ra mt mc gi hp l, Cng ty phi xem xt nhiu yu t khc nhau nh chi ph sn xut v tiu th sn phm, li nhun mong mun, mc a chung ca ngi tiu dng, thi im bn v mc gi trn th trng ca i th cnh tranh. Nhn thy a s ngi dn vit Nam c thu nhp thp ng thi co gin ca cu theo gi ln nn Cng ty xc nh gi bn l cng c c lc y nhnh tc tiu th sn phm. Hin nay Cng ty ang p dng chnh sch gi thp hn hoc ngang bng so vi gi ca i th cnh tranh , ngha l Vin ng gi bn sn phm thp hn mc thng tr trn th trng nhng cao hn chi ph sn xut v tiu th tc l chp nhn mc li thp. Di y l gi bn sn phm Vin ng p dng t ngy 1/11/2009 Bng 5: Gi bn mt s mt hng ca cng ty Vin ng VT:USD S lng s n phm 1 Gi thnh (USD) 449
Tn s n phm 1.PABX LG - NORTEL ipLDK 300/600
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2.PABX LG - NORTEL ipLDK 100 3.LG-Nortel ipLDK-60 4.Tng i Panasonic KX-TEB308 5.Tng i Siemens HiPath 1190 6.Camera hng ngoai ARGUS AD-216Z 7.Camera bn cu mu Panasonic WV-CF284 8.Camera IP SAM SUNG SVD-4300P 9.Camera MINI khng dy RC 804T 10. Panasonic KX-FM387 11.Bo ng khng dy SZSAW-3228 12.Thit b bo ng 13.T trung tm bo ng Matrix 15.ICOM IC-F15 16.PABX LG - NORTEL ipLDK 300/600 17.PABX LG - NORTEL ipLDK 100 18.LG-Nortel ipLDK-60 19.Tng i Panasonic KX-TEB308 20.Tng i Siemens HiPath 1190
Ngun: phng kinh doanh
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
550 450 180 350 220 312 346 300 184 20 54 121 14 449 550 450 180 350
Bng 6: Bng so snh gi bn l ca Cng ty so vi i th cnh tranh
VT: USD
Nguyn Th Hon- K13
39
i th c nh tranh Tn s n phm
Tn i th Gi bn (USD/c)
449 220
Gi bn s n phm Vin n
444 220
1. Tng i - in thoi PABX LG Cng ty in thoi NORTEL ipLDK 300/600 Vn Chung 2. Camera hng ngoai ARGUS AD- Cng ty in t 216Z vin thng Tn Vit 3. Bo ng khng dy SZSAW-3228 4. B m VTECH VT-2000 Cng ty C phn Vin Thng Min Nam Cng ty C phn Tin hc Long Thnh Cng ty Tn Thun
20
20
95
92
5. My Fax Panasonic KX-FM387
184 559
183
6. My chiu Panasonic D6000ES Ngun: phng kinh doanh
PT- Cng ty Tn Thun
557
Cnh tranh bng gi l cng c ca Cng ty nhng khng phi v gi thp m Cng ty khng quan tm ti cht lng sn phm. Nhn thc r vai tr ca cc i l, Cng ty p dng nhiu bin php chit gi y mnh tiu th. Cng ty thc c rng cc i l l cnh tay phi ca mnh, hot ng ca i l c nh hng trc tip n kh nng tiu th ca Cng ty. Do , chnh sch chit gi lun c Cng ty ci tin nhm khuyn khch cc i l hot ng tch cc. Cng ty xy dng ch chit khu theo vng cho cc loi sn phm. Tng thm chit khu cho khch hng tr tin ngay, iu chnh cc ph h tr vn chuyn cho ph hp vi gi xng du v theo vng ca th trng. Mt khc, chnh sch chit gi cn gip Cng ty quay vng vn nhanh trnh tnh trng ng vn do i l khng thanh ton kp hoc c i l bn c hng nhng c tnh khng thanh ton tm cch chim dng vn ca cng ty. ) Tm li: Chnh sch gi ca Cng ty tc ng tch cc n hot ng
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tiu th, gp phn mang li hnh nh Vin ng c gi bn hp l song li c cht lng cao, khng nhng th n cn gp phn thc hin tt chin lc kinh doanh ca Cng ty, bo m cng n vic lm cho ngi lao ng, hon thnh ngha v vi nh nc. Chnh sch chit gi linh hot thu ht c nhiu khch hng trn c nc tm n sn phm Vin ng , t to iu kin Cng ty m rng th trng tiu th. Tuy nhin, chnh sch gi ca Cng ty ch yu p dng cho cc i l m cha ch n ngi tiu dng cui cng. 2.2.4.3 Chnh sch phn phi. L cng ty cung cp v lp t nn chnh sch phn phi ca cng ty l phn phi trc tip v phn phi gin tip (trung gian l cc i l). Hnh thc 1: knh phn phi trc tip
Cng ty Ngi tiu dng
Hnh 7: Knh phn phi trc tip
Hnh thc 2: p dng knh phn phi gin tip

Cng ty i l Ngi tiu dng
Hnh 8: Knh phn phi gin tip
- Tiu th sn phm thng qua knh phn phi trc tip : Cng ty p dng hnh thc tiu th sn phm qua knh phn phi ny ngha l sn phm m Cng ty sn xut ra c bn trc tip cho ngi tiu dng m khng qua ngi trung gian. Khch hng lin h trc tip vi Cng ty, sau nhn hng kho ca Cng ty (hoc Cng ty vn chuyn v giao trc tip ti tay ngi tiu dng). Vi knh trc tip ny, Cng ty d qun l c lng sn phm bn ra ca mnh, tit kim c chi ph trung gian, nm bt c nhu cu ca khch
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hng mt cch nhanh chng. Tuy nhin n c nhc im l thi gian thu hi vn chm, Cng ty kh m rng ra cc th trng cc tnh khc ngoi khu vc hot ng truyn thng ca Cng ty. Thng thng hnh thc bn hng ny ch thc hin khi khch hng c nhu cu t hng vi khi lng ln thng qua vic k kt hp ng trc tip vi cng ty. Khch hng ca Cng ty t hng trc tip ti Cng ty khng nhiu, ch yu l cc khch hng truyn thng c quan h lm n lu di, cn cc khch hng nh th kh tip cn. - Tiu th sn phm thng qua knh phn phi gin tip Bao gm mt ngi trung gian.Khch hng lin h vi cng ty thng qua mt nh trung gian l i l tiu th . knh gin tip ny cng ty khng quan h trc tip vi th trng, vi ngi tiu dng nn rt kh kim tra nh gi phn hi t pha khch hng. Trn thc t Cng ty p dng ng thi c hai hnh thc tiu th trn khng c tch bit. C khi sn phm ca Cng ty c tiu th qua ngi mi gii. Vic s dng linh hot hai hnh thc ny gip cho sn phm ca Cng ty c tiu th nhanh chng v em li li nhun cao
Bng 7: Bng s liu v doanh thu theo knh phn phi VT: VN
Doanh thu nm 2008 Doanh thu nm 2009 So snh 2009/2008 Tng, gim (+,-) 970,844,283 T l (%, +,-) 18.17
Knh 1. Knh phn phi trc tip 2. Knh phn phi gin tip
5,342,889,866
6,313,734,149
3,387,425,324
4,915,785,489
1,528,360,165
20
Tng cng
8,730,315,190
10,378,629,999
1,648,314,800
18.9
Ngun: Phng kinh doanh
Nguyn Th Hon- K13
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Nhn xt : nm 2009 so vi nm 2008 doanh thu v knh phn phi trc tip tng 970,844,283 vnd vi t l tng 18.17 % v doanh thu .doanh thu v knh gin tip tng 1,528,360,165 vnd vi t l tng 20% v doanh thu.Nhn thy doanh thu v knh phn phi trc tip l ln nht .v mt hng ca cng ty ch yu l in t v nhng dch v sau bn s tng thm li nhun cho cng ty ng k v th cng ty nn ch trng n knh phn phi trc tip hn na. 2.2.4.4 Chnh sch xc ti n bn hng Xc tin bn l hot ng thc y, tm kim c hi mua bn hng ho v cung ng dch v, bao gm hot ng khuyn mi, qung co, trng by, gii thiu hng ho, dch v v hi ch, trin lm thng mi. khuyn khch khch hng mua hng vi lng hng c gi tr ln cng ty c ch chit khu cho khch hng tt c khch hng mua hng vi gi tr ln hn 200 triu th cng ty chit khu 0.95 %. Ngoi ra Cng ty cn a ra cc chng trnh khuyn mi in hnh nh: - Chng trnh khuyn mi c bit nhn dp k nim sinh nht ln th 9 din ra ngy 4/10/2009 gim gi 30% khi mua cc sn phm ca cng ty nh: camera, thit b bo chy.. - Chng trnh khuyn mi gim gi nhn dp u nm mi,... - Cc hot ng xc tin bn gip cng ty thc y, tm kim c hi mua bn hng ho v cung ng dch v, h tr cho hot ng kinh doanh ca cng ty hiu qu hn. - Cng ty s dng website ring l vie.vn ng thng tin v doanh nghip sn phm gi c cng nh cc thng tin khuyn mi. Ngoi ra cng ty cn ng qung co ,qua cc tp ch cng ngh thng tin vin thng truyn thng v cc din n thuc chuyn v an ninh in t qua cc t ri ,t qung cao - Khch hng c th ti mua hng trc tip ti vn phng cng ty hoc qua in thoi v internet th mc m bo v sn phm l nh nhau.khch hng c cc nhn vin ca cng ty t vn v sn phm v cc gii php ti u cho nhu cu ca khch hng.Bi vy khch hng c nhiu cch mua hng ti cng ty m vn an tm.iu gip khch hng tit kim thi gian v chi ph i li .
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- Cng ty cn s dng marketing trc tip qua th tn to c nhiu khch hng hn v lun c s i thoi ca nhng khch hng trung thnh - Cc hot ng xc tin bn gip cng ty thc y, tm kim c hi mua bn hng ho v cung ng dch v, h tr cho hot ng kinh doanh ca cng ty hiu qu hn nhng cng ty cha c hot ng quan h cng chng ,marketing trc tip vn cn hn ch,v vy trong nm ti cng ty c k hoch thc y vic xc tin bn hng hn . 2.2.5 Mt s i th cnh tr nh c o nh nghip
Cc i th cnh tranh ca cng ty nh: Cng ty in thoi Vn Chung Cng ty in t vin thng Tn Vit Cng ty Tn Thun Cng ty C phn in t Vin thng Min Nam Cng Ty C Phn Tin Hc Long Thnh V rt nhiu cc cng ty khc .. c bit: Cng ty in thoi Vn chung : y l mt cng ty cnh tranh rt mnh nht l cc d n thu v mng lp t in thoai ,tng i .L mt cng ty vi tim lc kinh t mnh vi trnh qun l v c nhng k thut vin giu kinh nghim, chuyn mn cao, c o to bi cc nh sn xut vin thng c thng hiu ln ca th gii nh Siemens, Alcatel, Panasonic, Nec, LG,khng nhng th cng ty cn c Website www.vctel.com l h thng thng mi in t trc tuyn u tin di hnh thc: Trung tm gii php v CNTT v vin thng tng th ca Vit Nam c B cng thng hai ln cp cp ng, mt ln cp Vng chng nhn l website xut sc nht.Tuy nhin xt trn nhiu mt th cng ty cng c nhiu hn ch nht nh nh l: chnh sch v tin lng thng cha tht s khuyn khch ngi lao ng t c kt qu trong cnh tranh th cht lng sn phm v cht lng dch v phi t ln hng u so vi cc i th cnh tranh k trn th cc sn phm camera, tng i in thoi, bo chy, bo hng ca cng ty Vin ng mi c uy tn cao trn th trng Vit Nam v cht lng sn phm hnh, thc thanh ton n gin dch v sau bn hng v cc bin php xc tin linh hot. -
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2.2.6. Phn tch c c ch ti u nh gi hiu qu ti u th sn phm - Doanh thu Nm 2008: Nm 2009:

Doanh thu bn hng /tng lao ng = 10,378,629,181/34= 305,253,799 (vnd/ngi)
n hn tr n tn lao n
Doanh thu bn hng /tng lao ng= 8,730,315,190/29 = 301.045.351 (vnd/ngi)
- Chi ph n hn tr n oanh thu Nm 2008:

Chi ph bn hng/doanh thu = 55,458,095/ 8,730,315,190 = 0,00635
Nm 2009:
Chi ph bn hng/doanh thu = 159,390,000/10,378,629,181 =0,0153
- Li nhun trn doanh thu Nm 2008:

Li nhun/doanh thu =20,253,939/8,730,315,190= 0,0023
Nm 2009:
Li nhun/doanh thu =19,907,858/ 10,378,629,181 = 0,0019
- Li nhun t ho t ng kinh doanh trn tng lc ln lao ng Nm 2008:

Li nhun t hkd /tng lao ng =24,119,803/29= 831,717
Nm 2009:
Li nhun t hkd/tng lao ng =28,130,471/34= 827,36
Bng 8: Bng k t qu tiu th sn phm nm 2008 v nm 2009 VT: VN

So snh T sut Doanh thu n hn tr n tn lao n Chi ph n hn tr n n v tnh Nm 2008 Nm 2009 Tuyt i %
Vnd/ngi
301.045.351
305,253,799
4,208,448
101,4
Vnd/vnd
0,00635
0,0153
0,00895
240,9
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doanh thu Li nhun trn doanh thu
Vnd/vnd
0,0023
0,0019
-0,004
82,6
li nhun t ho t ng kinh doanh trn tng lc ln lao ng
Vnd/ngi
831,717
827,367
-4,350
99,5
Ngun: Phng kinh doanh
Nhn xt : Nhn vo bng s liu trn ta thy t sut v chi ph bn hng trn doanh thu tng .t sut v doanh thu bn hng trn tng lao ng tng khng ng k . t sut li nhun trn doanh thu v li nhun t hot ng kinh doanh trn tng lc lng lao ng gim .Do nm 2009 cng ty tr trng n hot ng u t cho cng tc bn hng nh t ,chi ph cho nhn vin i hc ...m nm 2009 s nhn vin li tng thm 5 lao ng. Do nm 2009 cng ty mi bt u u t tr trng vo cng tc bn hng nn doanh thu t hot ng ny tng khng ng k dn n kt qu trn. 2.2.7 nh gi chung v tnh hnh ti u th sn phm ti cng ty Vin ng 2.2.7.1 Nhng thnh tu t c ca cng ty trong thi gian qua trong cng tc tiu th sn phm 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 c gng khng ngng. Mt s thnh tu m cng ty t c l : Th trng ca Cng ty khng ngng c m rng y mnh sn lng sn phm tiu th ngy cng tng ln. C c kt qu trn l nh Cng ty thc hin a dng ho sn phm kt hp vi nng cao cht lng tng sn phm phn phi ,cht lng trong tng gii php v dch v p
Nguyn Th Hon- K13
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ng nhu cu ngy cng cao ca th trng. Nm 2004 cho n nay Cng ty m rng th trng c khu vc pha Bc , pha nam m vn phng i din, cc i l nhm gii thiu sn phm, y mnh hot ng tiu th trn th trng. 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 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. Cc hot ng sau bn hng ca cng ty lun c tr trng hng u l nhng cng tc bo hnh bo tr sn phm
Bng 9: Mt s cc hp ng v d n m cng ty thc hin VT: VN

Tn d n (a im) Thi gian thc hin hp ng
TT
Tn hp ng
Tn ch u t
Gi hp ng
Ni dung cng vic ch yu
Ghi ch
CCTV03.0 5VT/2007
Bnh Dng
Cty TNHH Cung cp thit b 1,011,872,400 in T Foster camera v chng VN VN st
2009
hon thnh
Nguyn Th Hon- K13
47
TT
Tn hp ng
Tn d n (a im)
Tn ch u t
Gi hp ng
Thi gian thc hin hp ng
Ghi ch
07/2008/H TCXD
Bnh Phc
Lp t h thng Bnh Vin a 1,700,244,698 thng tin lin lc Khoa Tnh ni b v chng VN Bnh Phc st Cung cp, lp t TB vin 1,565,649,336 thng v truyn VN hnh, Camera, Chng st
2008
hon thnh hon thnh
04/HHCN-08
Nha Trang
Khu Du Lch v Gii Tr Nha Trang
2008
16.09.08/H -BIDVV/08
H Ni
Cung cp v lp Ngn hng u t cc thit b 2,504,753,900 t v pht trin Tng i, chng VN Vit Nam st, Camera, bo chy B t lnh Lng 62,790.50 USD Cung cp lp t TB vin thng v tin hc
2008
hon thnh
BL 280606/VD
H Ni
2006
hon thnh hon thnh
04.03/HPB/V-08
ng Thp
Cng ty CP T XD Vin thng ng Thp
Cung cp v lp t cc thit b 3,623,115,000 Tng i, chng VN st, Camera, bo chy, m thanh Cung cp thit 2,872,155,000 b vin thng v m thanh cng VN cng. 128,333.70 USD Cung cp, lp t thit b vin thng, tin hc v camera
2008
PABX. 05.12.07. VT
ng Nai
Cng ty AJINOMOTO
2007
hon thnh hon thnh hon
VC140708/ V PK 17.10/V-
H Ni
Cng ty CP VINCOM Cngty TNHH XY DNG
2008
Tp. HCM
437,107,000 Cung cp cp v VN ph kin vin
2008
Nguyn Th Hon- K13
48
TT
Tn hp ng
Tn d n (a im)
Tn ch u t
Gi hp ng
Thi gian thc hin hp ng
Ghi ch
GL
GILLLI VINA
thng
thnh
10
0301V07 S-MTEK
H Ni
Cngty CP Cung cp v lp Quc t Cng t cc thit b 2,939,885,000 nghv Truyn Tng i, chng VN thong Quang st, Camera, bo Dng chy
2007
hon thnh
Ngun : Phng inh o nh
2.2.7.2 Hn ch v nguy n nhn cn hc phc a) Hn ch Cng ty cha c phng Marketing ring bit. i ng cn b nghin cu pht trin th trng cn thiu, nng lc chuyn mn b hn ch khng c phng php nghin cu th trng 1 cch khoa hc v chnh xc.. Trong nhng nm gn y Cng ty c nhng u t nht nh nhng nhn chung hot ng ny vn cha mang li hiu qu. Mt hn ch ln km hm vic m rng v hon thin mng tiu th Cng ty TNHH SX TM- DV Vin ng 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. Hin nay nhu cu v cc thit b dch v vin thng an ninh in t ngy cng cao , Cng ty ang ng u vi rt nhiu i th cnh tranh mnh nh: Cng ty in thoi Vn Chung,Cng ty in t vin thng Tn Vit .Cng ty Tn Thun ,Cng ty C phn in t Vin thng Min Nam,Cng Ty C Phn Tin Hc Long Thnh... vi truyn thng sn phm lu i c uy tn, a dng v chng loi sn phm, c tnh nng vt tri cho php khch hng s dng v thao tc linh hot ti bt c ni u trong mi trng sinh hot ca mnh.Chnh s cnh tranh ny l nguyn nhn nh hng trc tip n kt qu tiu th cng nh hot ng kinh doanh ca Cng ty TNHH SX TM- DV Vin ng.
Nguyn Th Hon- K13
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b) Nguyn nhn Nguyn nhn ch yu l do hn ch v kinh ph, Cng ty cha c s u t y v s quan tm ng mc vo hot ng ny, cha c mt cch thc nghin cu th trng hp l. i ng nghin cu th trng trong chng mc no kin thc v hot ng th trng cha chuyn su m ch ch trng vo mua bn v tiu th sn phm mt cch n thun, xem nh cng tc nghin cu th trng. c nhng bc chuyn bin tch cc, to lp cho Cng ty c ch ng trn th trng th Cng ty phi c k hoch, chnh sch ng n v ph hp i vi hot ng nghin cu th trng. Cc thit b vin thng l sn phm yu cu cht lng cao 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 cc d n cng trnh . Cng ty hin ang s dng hnh thc phn phi ti a l 2 cp vi vic giao hng ti cng ty v qua cc i l .X hi ngy cng pht trin, nhu cu v cc thit b vin thng an ninh in t ngy cng cao trong khi c mt thc t l cc i l phn phi ca cng ty cha c my cc tnh l , H ni th phn b khng ng u, trong khi cc d n li ch yu tp trung cc tnh l . C cu t chc b my qun l cn nhiu bt cp. Mt s phng ban cng mt lc m ng qu nhiu nhim v, gy ra hin tng qu ti v gim cht lng cng vic. T chc sp xp v qun l qu trnh kinh doanh cn hn ch: Chi ph bn hng ,chi ph qun l cn cao. Do vic tm ra bin php gim chi ph l vn m Cng ty cn quan tm.
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50
Trong phn ny: nh hng pht trin ca Vin ng Mt s xut c th
MT S GII PHP NHM THC Y HOT NG TIU TH SN PHM CA CNG TY TNHH SX TMDV VIN NG
3.1 nh hn ph t trin ca cn ty tron thi ian ti Hin nay, t nc ta ang trong giai on i mi v pht trin nhanh ng vi tc cao. Nh nc ta thc hin chnh sch m ca hi nhp vi nn kinh t th gii v tham gia vo khu vc kinh t, cc khi kinh t. t nc ang trn pht trin ln mnh, i sng ca nhn dn ang c ci thin v nng cao, thu nhp bnh qun u ngi tng ln. Nhu cu v sn phm vin thng an ninh in t v th ngy cng cao Pht huy truyn thng ca cng ty trong nhng nm qua v kt qu nm 2008,2009 cng ty xc nh nm 2010 l nm s gp nhiu kh khn ,do chu nh hng ca bin ng nn kinh t th trng ,kinh t t do khu vc c s cnh tranh rt khc lit nht l mt hng in t l mt hng tim nng . Vin ng i vo hot ng p ng tin trnh hi nhp kinh t hin nay v nhng mc tiu tng trng ,cacsc h tiu k hoch kinh doanh nhng nm ti ,cng ty xy dng nhng phng hng c bn sau: - Hon thin cng tc t chc sp xp i mi doanh nghip ,ci tin cng tc t chc hon thin v nng cao m hnh qun l b my cng ty pht huy tim nng v sc ng gp cho nhim v sn xut kinh doanh trong nm ti . - Huy ng v s dng c hiu qu cc ngun vn nhm p ng c v cht lng, s lng theo yu cu ca khch hng. - M rng mng li tiu th sn phm ca Cng ty Tm kim ngun hng nhm khai thc trit tim nng ca th trng.
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- Duy tr mi quan h vi khch hng truyn thng, tm kim thu ht cc khch hng mi. - Phn u gim chi ph bn hng v tit kim cc khon chi tiu khng cn thit. Cng ty s tch cc nng cao trnh tay ngh, nghip v cho cng nhn vin v cn b qun l thng qua hnh thc o to v o to li.nht l i ng nhn vin k thut Qua vic phn tch thc trng tiu th sn phm, nghin cu cc nhn t nh hng n hot ng tiu th sn phm, xc nh cc mc tiu pht trin ca Cng ty trong thi gian ti, Em xin mnh dn xut mt s bin php gp phn y mnh hot ng tiu th sn phm ca Cng ty nh sau: 3.1.1.Bin ph p th nht: y mnh cng t c qung c o Trc s bng n ca thng tin qung co, Cng ty cn c cc bin php khuych trng sn phm ca mnh qua cc phng tin thng tin i chng nh: Truyn hnh, tp ch, pa n, p phch nhm gii thiu gip mi ngi hiu bit hn v Cng ty v sn phm ca Cng ty trn th trng. Mt khc qung co c mc tiu lm tng khi lng doanh s sn phm tiu th, chim lnh v m rng th trng, pht trin uy tn ca Cng ty 3.1.1.1. C s thc tin : Hin nay trn th trng vin thng rt phong ph v chng loi , mu m, rt nhiu n v cung cp, do khch hng khng phn bit c sn phm no l mi, c. Tm l khch hng lun quan tm n nhng sn phm mi v h ngh rng sn phm ny lun c nng cao cht lng hn v t b hng gi. V vy, sn phm mi n ngi tiu dng mt cch nhanh nht (mc ch l gim s canh tranh)l phi thng qua cng vic qung co. Thc t cho thy cc sn phm mi sau khi qung co khng nhng tiu th nhanh m cn c tc dng n nh sn xut iu chnh hon thin hn sn phm . Trong thi gian qua Cng ty, hot ng qung co cha c quan tm ng mc, nh hng khng nh ti hot ng tiu th sn phm ca cng ty. V vy,hot ng ny cn phi c tng cng trong thi gian ti. 3.1.1.2. Ni dung ca bin php:
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C rt nhiu cch qung co sn phm, qung co trn cc phng tin truyn thng nh bo ch, pht thanh, truyn hnh. Thc t cho thy qung co sn phm thng qua phng tin truyn hnh em li hiu qu rt tt v tnh u vit ca phng thc l c s tr gip ca mu sc hnh nh, m thanh sng ng, tuy nhin n li rt tn km. V vy phi chn la phng thc qung co sao cho em li hiu qu cao m vn ph hp vi li ch kinh t. Hin nay, chng ta c th s dng phng thc qung co trc tuyn trn internet: Qu ng co website ca cn ty mnh tr n oo le. Cu hi l: Ti sao cn qung co website? y cng l cu hi ca hn 80% khch hng c website hin nay Vit Nam cn bit cu tr li, theo ECO JSC th cu tr li n gin l: V ch c qung b website, th nhng khch hng tim nng ca cng ty, nhng ngi s dng Internet mi bit n website ca cng ty, bit n dch v v sn phm ca cng ty cung cp. Khi h mi ngh thm website, c gii thiu v i n quyt nh giao dch. Nu khng ai bit n website ca cng ty, th liu ai s l ngi xem cc thng tin v sn phm v dch v ca cng ty t hng?
Qung b website trn mng tm kim google
Qung co n nhng khch hng ang tm kim thng tin sn phm hoc dch v ca cng ty, Trnh qung co n nhng ngi khng c nh mua sn phm ca cng ty. Qung co trn google to s ch ca khch hng tim nng ngay khi h tm thng tin lin quan n cng vic kinh doanh ca cng ty. u t qung co trn GOOGLE em li hiu qu trong kinh doanh v thu c li nhun cao nht.
Nguyn Th Hon- K13
53
Dch v Qu n c o t kha website trn Google cho php cng ty tr tin cho Google qung co ca cng ty c hin th nhng v tr u tin khi khch hng tm kim vi nhng t kha nht nh. iu ny s lm cho cng ty c th tip th c website, sn phm, dch v ca cng ty mnh n ng i tng khch hng mt cch c chn lc v hiu qu nht. N uy n tc ho t n qu n c o nh sau: - Cng ty xc nh t kha mun qung co trn google. - ng k qung co t kha vi Google v cc i l ca Google. - Qung co ca cng ty s xut hin trn Google khi c mt khch hng tm kim. - Mi khi c mt khch hng click vo mu qung co ca cng ty trn trang lit k tm kim thng tin ca Google, cng ty s phi tr 1 khon tin tng ng i li vic c 1 khch hng ving thm website . Chi ph qung co ph thuc vo lng khch hng cng ty mong mun truy cp vo website, thi gian hin th qung co v t kha cng ty chn qung co. Nu ngn sch ca cng ty cng ln cng ty c th chn c nhiu t kha, ng thi thu ht c nhiu ln ving thm website ca khch hng. C c i ch v Tn chi ph qu n c o tr n oo le 1 thng:
Gi (G1) 100 $ /thng (Bao gm: ph qung co 80% + Ph qun l 20%) 1 - 20 t kha Gi (G2) 200 $ /thng (Bao gm: ph qung co 80% + Ph qun l 20%) 1 - 40 t kha Gi (G3) 500 $ /thng (Bao gm: ph qung co 80% + Ph qun l 20%) 1 - 80 t kha Gi (G4) 2000 $ /thng (Bao gm: ph qung co 85% + Ph qun l 15%) 1- 200 t kha Gi (G5) 5000 $ /thng (Bao gm: ph qung co 85% + Ph qun l 15%) 1- 300 t kha Ph ng v hi to tr n google: 25$ - Gim gi 10% tng gi tr hp ng n u hch h ng hp ng qung co google 3 thng. - Gim gi 15% tng gi tr hp ng n u hch h ng hp ng qung co google 6 thng.
Ngun http://www p le r n com/ ich-vu/quang-cao-tren-google.html
Cng ty chng ta s dng Gi (G2) 200 $ /thng (Bao gm: ph qung co 80% + Ph qun l 20%) 1 - 40 t kha D tnh chi ph cho mt nm (12 th n )
- Chi ph qung co trn google l : 200$ x 12 x 19.020 = 45.648.000 vnd - Chi ph ng k v khi to trn google: 25$=25 x19.020 =475.500 vnd - Chi ph thit k v t vn : 10.000.000vnd - Chi ph ton b: 45.648.000 + 475.500 + 10.000.000 = 56.123.500 vnd.
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54
V Cng ty c gim gi 15% (do k hp ng qung co google 6 thng) nn gim c 8.418.525vnd.
Do s tin Cng ty phi tr cho qung co website trn google l: 56.123.500 8.418.525 = 47.704.975vnd Hiu qu ca bin php: Qung co lm y nhanh tc tiu th sn phm ca Cng ty, li ko ngy cng nhiu khch hng, to lp uy tn cho Cng ty. Qung co nhm gii thiu nhng sn phm mi hoc nhng sn phm ci tin cho khch hng lm cho khch hng bit c nhng im khc bit tt hn ca Cng ty, gp phn tng kh nng cnh tranh ca Cng ty so vi cc i th. D tnh li nhun tn th m khi thc hin bin php. Nm 2008, doanh thu : 8.730.315.190 vnd Nm 2009,doanh thu : 10.378.629.999 vnd Nm 2010: - Khi cha thc hin bin php qung co: Doanh thu d kin l: 13.682.158.237 vnd, tc l tng ln 31.8% so vi nm 2009. - Khi thc hin bin php qung co: Doanh thu d kin s tng thm 6 % tc l tng thm: 622,717,799 vnd Doanh thu nm 2010 d kin khi thc hin bin php l: 13.682.158.237 vnd+ 622,717,799 vnd= 14.304.876.030 vnd Bng 10 : Tng hp chi ph, k t qu ca bin php 1
VT: VN
Ch tiu
Doanh thu tng thm (1) Gi vn hng bn tng thm (2) = (1) * 88% Li nhun gp (3) = (1) (2) Tng chi ph tng thm (4) Li nhun trc thu ca bin php (5) = (3) (4)
Gi tr 622,717,799
547,991,663 74,726,136
47.704.975
27,021,161
Nguyn Th Hon- K13
55
* iu kin thc hin bin php: - C kinh ph cho qung co - Lp k hoch r rng cho qung co trn c s xc nh mc tiu qung co, nh gi hiu qu kinh t ca qung co bng cch so snh chi ph cho qung co b ra vi kt qu do vic qung co mang li.
Nhn xt: Phng chm qung co l mang li hiu qu cao vi chi ph hp l, khc ho hnh nh ca sn phm trong tm tr ngi tiu dng, hng khch hng mua sn phm ca cng ty, trung thnh vi nhn hiu ca cng ty. Tuy bc u cng ty c th phi gim li nhun do vic chi nhiu cho qung co nhng hiu qu thu c sau ny l v cng ln. Cng ty khng nn nhn vo nhng chi ph trc mt m b qua c hi sau ny. 3.1.2. Bin ph p th hai : Thnh l p Phng M r eting v y mnh cng t c iu tr nghi n cu th trng: Cn c thc hin bin php Kinh t th trng ngy cng pht trin th hot ng Marketing cng gi vai tr quyt nh s thnh cng hay tht bi trong hot ng sn xut kinh doanh ca doanh nghip trn th trng. Cng tc nghin cu th trng l mt cng tc ht sc kh khn, phc tp, i hi nghin cu phi tht am hiu su sc, nhn nhn mt cch ng dn v th trng. Do vic y mnh hot ng Marketing v nghin cu th trng l mc tiu m cc doanh nghip hng ti. Hiu qu ca cng tc ny c nng cao c ngha l Cng ty cng m rng c nhiu th trng tiu th sn phm gp phn thu c nhiu li nhun v nng cao hiu qu kinh doanh ca Cng ty. Do tm quan trng ca vic nghin cu th trng nn trong giai on hin nay Cng ty phi xy dng cho mnh mt chin lc c th v nghin cu th trng. Hin nay Cng ty cha c phng ring bit ng ra m trch v cng tc Marketing. Cng tc nghin cu th trng cha mang tnh h thng. V vy, bin php thnh lp phng Marketing v y mnh cng tc nghin cu th trng l vn cn thit, c ngha quan trng trong vic thc y tiu th sn phm, m rng th trng ca Cng ty. i vi bin php ny Cng
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ty phi thnh lp phng Marketing trc sau xy dng cc chin lc nghin cu th trng. Ni dung a) Thnh lp phng Marketing: cng tc nghin cu th trng c t chc c h thng, c hiu qu th Cng ty phi thnh lp phng Marketing. Vic t chc phng Marketing phi n gin v mt hnh chnh. Vi mi mng u c nhn vin ph trch, song hot ng c hiu qu th cn phi c s phi hp cht ch gia nhng ngi ph trch cc mng khc nhau. Chnh v vy nhn vin phi c trnh , hiu bit v nghin cu th trng, c kinh nghim. C th nhn s ti phng ny phi l nhng cn b c kinh nghim trong cng tc, thm nin trong ngh nghip v c bit phi nhit tnh v nhanh chng thm nhp, nm bt nhu cu ca ngi s dng. Nhim v ca Phng Marketing: - Thu thp v iu tra cc thng tin v th trng, v cc i th cnh tranh; - a ra cc d bo lin quan n tnh hnh th trng; - Nghin cu khai thc mi tim nng th trng. C cu Phng Marketing: Gm 3 ngi Trng Phng: Chu trch nhim trc Ban Gim c v ton b mng Marketing tm hiu nhu cu, th hiu ca khch hng ni ring cng nh th trng ni chung. Nhn vin : Chu trch nhim trc Trng Phng v cng vic c phn cng. lm c iu cng ty s tuyn thm nhn s qua trang web ca cng ty hoc qua trang tuyn dng khc nh tuyendung.com Qua phng vn phng t chc nhn s s gip cng ty tuyn nhng nhn vin gii, ph hp vi cng vic nhng nhng nhn vin mi cn phi c mt khong thi gian lm quen vi cng vic ti cng ty. Yu cu chung i vi cn b nhn vin marketing : - Tt nghip i hc, cao ng chuyn ngnh. - Am hiu v c kinh nghim trong cc cng tc marketing - Bit ngoi ng, vi tnh c th h tr cho cng vic
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Phng marketing phi c trang b y cc trang thit b cn thit phc v nghin cu. Chng hn nh my vi tnh, in thoi,cc thit b vn phng cn thit nh bn gh. Chi ph tr ln cho nhn vi n kin s l : Nhn vin : 2.000.000 /ngi /thng Trng phng : 3.000.000 /ngi /thng Tng chi ph tr lng cho nhn vin phng marketing trong 1 nm l: 2,500,000212+3,500,000 12 =102,000,000 (vnd) Chi ph mua 3 my vi tnh 6,500,0003 = 19,500,000 (vnd) Chi ph mua bn gh: 1,280,000 3 = 3,840,000(vn) Chi ph mua in thoi l : 285,000 3=855,000(vnd) b) Tn cng cng tc nghin cu th trng Nghin cu th trng l khu u tin trong hot ng tiu th sn ph1m m bt k doanh nghip sn xut no cng phi tin hnh. Sau khi thnh lp phng Marketing, Cng ty phi xy dng mt h thng nghin cu th trng hon chnh: - Thnh lp qu cho hot ng nghin cu th trng v y l cng vic u tin rt quan trng, l ngun kinh ph cho hot ng nghin cu th trng. (D kin qu hot ng nghin cu th trng l 35.000.000(vn /nm)) - Xc nh ngun thng tin mc tiu xy dng h thng thu thp thng tin y v th trng trn cc mt: Mi trng, tm l, nhu cu s dng sn phm ca tng khu vc. - Cng ty phi tng cng cng tc tm hiu th trng, bm st v nm bt thng tin phn hi t pha khch hng. m nhn chc nng ny phi l cc cn b thuc phng Marketing, phng kinh doanh d n. Trn c s c k hoch nhm tho mn yu cu ca khch hng v c k hoch kinh doanh ph hp. Cng ty tho ti liu v pht cho khch hng c nhu cu s dng sn phm trong mt thi gian cn thit h nghin cu v cho kin. Sau khi nghin cu th trng, phn tch nh gi nhu cu sn phm trn th trng, Cng ty phi phn on th trng tm ra th trng mc tiu m ti doanh nghip phc v c ti a nht nhu cu ca khch hng
Nguyn Th Hon- K13
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v thu c li nhun cao nht. Vic tm ra c th trng mc tiu s gip Cng ty t chc tt cng tc tiu th sn phm. Bn cnh cng tc nghin cu th trng gip cho Cng ty tin ti thnh lp mng li tiu th trn cc th trng v ch ng trong kinh doanh cng nh s gim c chi ph bn hng, giao dch. Trong tng lai, nu Cng ty mun m rng th trng, quan h cht ch vi i tc v khch hng cn thc hin cc bin php sau: - p dng mi bin php gi vng th trng v khch hng quan trng, khch hng thng xuyn. nghin cu hnh thnh nn cc cam kt v s tin tng ca khch hng c quan h thng xuyn. C hnh thc theo di, thng k, thu thp thng tin:v th trng, khch hng thng qua cc mng li tiu th. - Vic gi vng v m rng th trng gn lin vi nng cao cht lng sn phm, xy dng gi c cnh tranh v c gng lm th mn khch hng. - Thu thp thng tin v phng thc bn hng, hnh thc phc v khch hng ti cc c s ca Cng ty cng nh cc i th t c s so snh, la chn phng thc bn hng ph hp nht ca Cng ty v to iu kin thun li cho khch hng khi t hng vi Cng ty. - Da trn thng tin trong qu trnh kho st, nghin cu th trng kt hp vi thng tin t khch hng Cng ty s xc nh c on th trng khc nhau. Tng chi ph s l : 102,000,000+19,500,000+3,840,000+855,000+35.000.000 =161,195,000 Hiu qu ca cng tc nghin cu th trng phi th hin thng qua cc ch tiu pht trin ca Cng ty v hon thin cng tc nghin cu th trng Cng ty phi a ra cc ch tiu c th: tc tng doanh thu bao nhiu? tc tng li nhun l bao nhiu? t trng cc on th trng? c nh vy Cng ty nm bt c th trng, a ra chin lc kinh doanh nhm y mnh cng tc tiu th sn phm ca mnh. D tnh li nhun tn th m khi thc hin bin php: Nm 2008, doanh thu : 8.730.315.190 vnd Nm 2009,doanh thu : 10.378.629.999 vnd
Nguyn Th Hon- K13
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- Khi cha thc hin bin php: Doanh thu d kin l: 13.682.158.237 vnd, tc l tng ln 31.8% so vi nm 2009. - Khi thc hin bin php Doanh thu d kin s tng thm 18 % tc l tng thm: 1,556,794,499 vnd (Doanh thu nm 2010 d kin khi thc hin bin php l: 13.682.158.237 vnd+ 934,076,699 vnd= 14,616,234,930 vnd) Bng 11: Tng hp chi ph, k t qu ca bin php 2
VT: VN
Ch tiu
Gi tr 1,556,794,499
1,369,979,159 186,815,340
161,195,000
25,620,340
Thnh lp phng marketing v y mnh cng tc nghin cu th trng s gip cng ty nhn bit c nhng khch hng tim nng ,thu v c nhng d n ln hn na bin php ny cn gip cng ty t c nhng li ch lu di ,khng nhng cng ty c th xy dng c k hoch sn xut tiu th c hiu qu cho tng thi k ngn hn m cn xy dng mt chin lc di hn ng n.
Bng 12: Tng hp k t qu ca 2 bin php

VT: VN
Ch tiu
Bin php 1
Bin php 2
Tng
Nguyn Th Hon- K13
60
622,717,799
547,991,663
1,556,794,499 2,179,512,298
1,369,979,159 1,917,970,822
74,726,136
186,815,340
261,541,476 208,899,975 52,641,501
47.704.975
27,021,161
161,195,000
25,620,340
3.2 .Mt s xut c th 3.2.1 Nng c o cht lng ngun nhn lc Con ngi lun l yu t trung tm quyt nh ti s thnh cng hay tht bi ca bt k hot ng sn xut kinh doanh no. Trong bt k chin lc pht trin ca Cng ty no cng khng th thiu con ngi c. Cng ty Vin ng c i ng qun l tng i kinh nghim, cng nhn c tay ngh cao. Tuy nhin trong thi k hin nay i ng qun l khng nhng i hi phi c kinh nghim m cn phi c trnh , hiu bit nm bt c tm l khch hng. V trong c ch th trng vic trinh phc khch hng l mt ngh thut.. Bn cnh , cng vi thi i khoa hc k thut th dn dn Cng ty s phi s dng nhng my mc, thit b hin i i hi ngi cng nhn c trnh c th lm ch v vn hnh trang thit b mi. Vic xc nh nhu cu tuyn chn cn b, cng nhn vin da trn c s k hoch ngun nhn lc thc hin mc tiu chin lc ca Cng ty. Do vic xc nh nhu cu tuyn chn do Phng T chc di s ch o ca Gim c qua kho st v trnh , nng lc v kh nng p ng ca cn b cng nhn vin di hnh thc th vic. c bit l i vi nhn vin Phng Marketing v Phng Kinh doanh, v phng k thut v y l lc lng quan trng gp phn y mnh cng tc tiu th sn phm. Song gii quyt tnh hnh thc ti Cng ty cn phi thc hin mt s chnh sch sau:
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- o to cn b ch cht ca Cng ty bng chng trnh ngn hn v di hn do trng i hc t chc; - T chc hc tp trong ni b : Th chnh km th ph v hc vic - T chc tuyn ch v tr cn b, nhn vin Phng Marketing v Phng kinh doanh ,v phng k thut cng nhn trc tip sn xut theo ng yu cu cng vic. - Ch i ng i (tin lng, tin thng, bo him, bo h.) vi tng i tng tuyn chn cng phi c cng bng hp l. Nu ra c chin lc ng n v con ngi, Cng ty s thc hin cc mc tiu v pht trin, m rng th trng tiu th sn phm v thu c nhiu li nhun. Cng ty cng bc u quan tm n cng tc bi dng, o to i ng cn b cn b v lao ng. Cng ty cng a ra cc chng trnh khuyn khch thu ht nhng ngi lao ng c trnh v lm vic. Nhng hot ng ny nhm chun b lc lng lao ng cho ph hp vi s pht trin ca th trng trong thi gian ti. 3.2.2. Gim chi ph qun l o nh nghip v chi ph n hng
Chi ph bn hng chim t trng ln v n c nh hng rt ln n hot ng tiu th sn phm ca Cng ty. Vn t ra l phi gim ti a chi ph hng qun l c bit l chi ph bn hng. Nguyn tc chung qun l chi ph l tng cng gim st qun l cc khon chi v iu quan trng l phi xy dng c cc mc chi i vi tng hot ng c th, chnh l cn c qun l cht ch chi ph. - Gim chi ph vn chuyn: Phm vi hot ng ca Cng ty tng i rng ln trong khp H Ni v cc tnh l nn chi ph vn chuyn ln. V vy vn l gim chi ph vn chuyn. Hin nay Cng ty khng c i chuyn trch vn chuyn m phi thu ngoi .Hnh thc vn chuyn Cng ty p dng l hnh thc ng b nn chi ph vn chuyn cao. gim khon mc chi ph ny c nhiu phng n c t ra: u t mua sm phng tin vn ti nhng phng n ny i hi u t ln nn cha ph hp vi iu kin hin nay ca Cng ty; Phng n th hai l Cng ty cn khai thc trit phng tin vn ti c cc ph thp nht
Nguyn Th Hon- K13 Qun tr doanh nghip- HBKHN 62
- Chi ph bo qun: c im ca sn phm l d hng v mang tnh cng ngh Cng ty phi bo qun sn phm ti kho trong thi gian chun b giao hng. Do vy Cng ty phi theo di v nm chc k hoch nhp hng tnh ton c nhu cu ca ch trng t c k hoch iu ng sn phm hp l, trnh tnh trng lu kho qa lu nhm gim thp nht chi ph bo qun. Chi ph vn phng v chi ph dch v mua ngoi: gim c hai loi chi ph ny, trc ht Lnh o Cng ty phi qun trit thc tit kim n tng phng ban, tng nhn vin v c bin php qun l chi ph cht ch. 3.2.3. y mnh xc tin n hng
Cng ty cn t chc tt lc lng bn hng trc tip c trnh , c kh nng tip th, giao tip tt gii thiu v sn phm. T chc hi ngh khch hng hng nm, t chc tham gia hi ch hng cng nghip, hng Vit Nam cht lng cao qua thu ht c nhiu quan tm ca bn hng hoc l Cng ty c th hc c mt s kinh nghim nhm hon thin hn na cht lng ca sn phm. Bn cnh , Cng ty nn t chc tng qu cho cc i l nh m, o, sch v, lch... c mang tn v biu tng ca Cng ty th hin s hin din ca Cng ty mi lc, mi ni. Cn c nhng khen thng kp thi cho nhn vin th trng ca Cng ty, nhn vin bn hng khi c thnh tch khuyn khch h hng hi, nng ng tham gia vo cng tc pht trin th trng, y mnh tiu th.cng ty nn tham gia nhng hot ng x hi mang tnh nhn vn cao nh :thm v tng qu cho cc chu tr m ci,trao tng hc bng cho sinh vin vt kh ,tham gia chng trnh hin mu nhn o ....
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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 .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 Ho nhp vi cng cuc i mi ca t nc, Cng ty TNHH SX-TMDV Vin ng v ang thc s chuyn mnh. Cng ty to cho mnh mt ch ng trn th trng,to c uy tn i vi ngi tiu dng ,sn phm ca cng ty ngy cng a dng hn to c cng n vic lm n nh cho ngi lao ng.Tuy nhin bn cnh cng ty cng c nhng hn ch,nhng tn ti cn phi khc phc nht l trong cng tc tiu th.V vy trong thi gian ti cng ty cn sm gii quyt nhng hn ch y mnh cng tc tiu th sn phm. Ni dung ca n tt nghip ny v tnh hnh tiu th sn phm v tiu ch phn u ca Cng ty khng ngng pht trin, nhng phn tch nh gi v thc trng tiu th sn phm ca Cng ty khc phc v vn ln a ra cc gii php nhm y mnh cng tc tiu th sn phm gip cng ty thu c nhiu li nhun hn v c mt v tr vng trn th trng. Mt ln na Em xin trn thnh cm n s hng dn tn tnh cc thy c gio trong khoa kinh t qun l , c bit l thy gio Th.S Nguyn Ti Vng v ban lnh o Cng ty TNHH SX-TM-SV Vin ng gip em hon thnh n ny.
Ng y 06 thng 05 nm 2010 Sinh vin thc hin
Nguyn Th Hon
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TI LIU THAM KHO

1. H s gii thiu cng ty TNHH SX-TMDV Vin ng 2. Website: www.vie.vn 3. Thng mi doanh nghip- NXB Thng K- 1998- ng nh o 4. Marketing - NXB Thng K- 1998- Trn Minh o 5. Kinh T Doanh Nghip Thng Mi- NXB Gio dc H Ni- 1999- Tin S Phm Cng on v Tin S Nguyn Cnh Lch ng ch bin 6. Phn tch hot ng kinh doanh- NXB Gio Dc- 1997- Phm Th Gi 7. Chin lc v sch lc kinh doanh- NXB Thng K- Garry. D. Smith, Danny. R. Arnold, Bobby. G. Bizzell 8. Hiu qu kinh doanh trong nn kinh t th trng- NXB Chnh tr quc gia 1995 9. Qun tr Marketing - NXB Thng K- Phi lip Kotler
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C s l thuyt v tiu th sn phm trong doanh nghip

H Ni, thng 05 nm 2010

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Ngy 06 thng 05 nm 2010 Sinh vin Nguyn Th Hon

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C s l thuyt v tiu th sn phm trong doanh nghip

C S L THUYT V TIU TH SN PHM TRONG DOANH NGHIP

h i nim v ti u th s n phm h i nim v ti u th sn phm:

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