LI NI U.............................................................................................................................................

3
PHN I: CN C, C S XC NH D N U T........................................................................4
I. M t d n..............................................................................................................................................4
II. C s php l..........................................................................................................................................4
III. Mc tiu, nhim v, phm vi d n........................................................................................................5
1. Mc tiu u t........................................................................................................................................5
2. Nhim v.................................................................................................................................................5
3. Phm vi d n..........................................................................................................................................5
IV. iu kin t nhin th trng.................................................................................................................5
1. C ph v th trng ni a.....................................................................................................................5
2. Nhu cu gii tr ca ngi dn thnh ph Hu......................................................................................6
PHN II: M T DOANH NGHIP ........................................................................................................6
I. Gii thiu chung v doanh nghip............................................................................................................6
II. Tm nhn, s mnh v gi tr ct li........................................................................................................7
1. Tm nhn..................................................................................................................................................7
2. S mnh...................................................................................................................................................7
Gi tr ct li................................................................................................................................................7
III. S lc v ngnh...................................................................................................................................8
IV. Mc tiu v tim nng ca Megabooks.................................................................................................8
PHN III: MARKETING...........................................................................................................................8
I. Nghin cu th trng..............................................................................................................................8
1. Phng php lun....................................................................................................................................8
1.1. Nghin cu s cp................................................................................................................................8
1.2. Nghin cu th cp.............................................................................................................................15
2. Phn tch th trng...............................................................................................................................15
1.1. Th trng u ra................................................................................................................................15

1.1.1. M t sn phm................................................................................................................................15
1.1.2. Nhn bit khch hng.......................................................................................................................16
1.1.3. Nhu cu khch hng.........................................................................................................................17
1.1.4. i th cnh tranh............................................................................................................................18
1.2 Th trng u vo...............................................................................................................................18
1.2.1. Nguyn vt liu, thit b...................................................................................................................18
1.2.4. Ngun nhn lc................................................................................................................................21
1.2.5. S b tr ( ph lc)......................................................................................................................22
1.3. Th trng mc tiu............................................................................................................................22
1.4. nh v th trng...............................................................................................................................22
II. Chin lc marketing............................................................................................................................24
1. Sn phm (Product)...............................................................................................................................24
1 . Sn phm..............................................................................................................................................25
2. Gi c (Price)........................................................................................................................................27
3. Xc tin thng mi (Promotion):.........................................................................................................29
4. Phn phi (Place)..................................................................................................................................30
Phn IV. Qun tr ti chnh ca qun c ph..............................................................................................32
I. Chi ph ban u:.....................................................................................................................................32
II. C cu vn ca qun c ph..................................................................................................................33
III. D BO TI CHNH.........................................................................................................................33
1. Thu nhp v doanh s d bo................................................................................................................33
a. Doanh s................................................................................................................................................33
b. Thu nhp................................................................................................................................................35
c. Dng tin rng.......................................................................................................................................35
IV. Phn tch ri ro ca d n u t qun c ph Megabook....................................................................36
1. Phn tch nhy...................................................................................................................................36

2. WHAT-IF..............................................................................................................................................39
a. Cnh tranh gim gi...............................................................................................................................39
3. Phn tch m phng...............................................................................................................................40
3.1 Phn tch kch bn ...............................................................................................................................40
3.2. Phn tch kch bn bng Crystal Ball .................................................................................................42
Phn tch m phng .................................................................................................................................43
KT LUN:..............................................................................................................................................47
Ph lc.

LI NI U
Ra i t th k th 9, n nay, c ph ng vai tr ngy cng quan trng i vi con
ngi, l mt trong nhng thc ung thng dng ca ton th gii. i vi Vit Nam,
nc xut khu c ph ln th 2 th gii, c ph ng mt vai tr rt quan trng trong i
sng kinh t -x hi. Thm vo , i sng ngi dn ca nc ta ngy cng cao nn nhu
cu ung c ph cng nh tng ln. Hin nay c nc ni chung v thnh ph Hu ni
ring, s lng qun c ph khng ngng tng. Tuy nhin, phn ln cc qun c ph ch
p ng c s nh nhu cu v kinh doanh theo hnh thc nh v va theo kiu truyn
thng. Bn cnh , qua tm hiu th trng, nhu cu c sch ngy cng tng nhng gi
sch cng rt t nn t ngi c th mua c sch c. cc thnh ph ln hnh thc
c ph sch kh ph bin v c m rt nhiu. Tuy nhin, Hu th mi ch c rt t nh
cung cp dch v ny. gip khch hng c thm c mt ni l tng va c th nhm
nhi tch c ph, ung mt ly nc gii kht hay n mt th thc n no va c th th
gin bng c mt quyn sch hay, chng ti quyt nh m qun C ph Megabooks.
Vi mc tiu vui lng khch n va lng khch i, lun quan tm n khch hng, tn
tnh gip khi khch hng cn, phc v mt cch chuyn nghip, chng ti nht nh s
em n cho khch hng mt khng gian th gin tuyt vi.

PHN I: CN C, C S XC NH D N U T
I. M t d n
D n qun C ph sch Megabooks
Din tch: 800m2
a im: L Thng Kit, TP. Hu

II. C s php l
Lut doanh nghip nm 2005 v cc vn bn hng dn thi hnh.
Lut u t 2005
Ngh nh 108/2005/N-CP hng dn chi tit thi hnh Lut u t
Quyt nh s 108/2006/Q-BKH ca b k hoch v u t ban hnh mu vn bn thc
hin lut u t ti Vit Nam
Lut t ai nm 2003
Thng t 07/2008/TT-BXD ca B Xy dng v vic hng dn lp, thm nh, ph duyt
v qun l quy hoch xy dng.
Lut bo v mi trng nm 2005
Ngh nh 80/2006/N CP hng dn lut bo v mi trng v cc vn bn c lin
quan.
Ngh nh s 16/2005/N-CP ngy 07/02/2005 ca Chnh ph v qun l d n u t xy
dng cng trnh
Ngh nh s 209/2004/N-CP ngy 16/12/2004 ca Chnh ph v qun l cht lng
cng trnh xy dng
Quy nh ti Ngh nh s 11/2006/N-CP ngy 18 thng 1 nm 2006 ca Chnh ph v
vic ban hnh quy ch hot ng vn ho v kinh doanh dch v vn ho cng cng

III. Mc tiu, nhim v, phm vi d n

1. Mc tiu u t
-

Trn 100 khch hng trong 1 ngy.

Doanh thu trong thng trn 60 triu.

T sut li nhun trn 50%

Khch hng thn thit trn 100 khch.

2. Nhim v
- To cho khch hng mt khng gian th gin thoi mi.
- Cung cp tt cc loi hnh dch v: n ung, c sch, kt ni wifi,

3. Phm vi d n
Qun chng ti s phc v khch hng vi mt danh mc sn phm a dng bao gm c
ph c trong nc ln nc ngoi (cappucino, expresso, latte,..), cc loi thc n phong
ph cho nhu cu n sng v n tra v nhiu loi nc ung, sinh t khc.
Qun phc v ch yu cho i tng khch hng sinh vin v nhn vin vn vng khu
vc ng L Thng Kit v nhng khu vc ln cn.

IV. iu kin t nhin th trng

1. C ph v th trng ni a
Vit Nam l nc ng th hai th gii v xut khu mt hng c ph. c bit, trong
thng 3/2012 va ri nc ta xut khu t 2.6 triu bao ng v tr th nht th gii, vt
xa t nc ng th 2 l Brazil 18.2% (tng ng vi 0.4 triu bao) Theo ICO/DVT

Kho st t Vin Chnh sch v chin lc pht trin nng nghip nng thn cho thy tiu
dng khu vc thnh th tng hn nng thn hai ln vi dng bt tng v c ph ha tan
gim. Nng thn c lng tiu dng thp nhng tc tng nhanh, trong dng bt v
ha tan u tng. Khch hng tui thanh nin v v thnh nin c mc tng tiu th c
ph nhanh nht, c v c ph bt v c ph ha tan. Nhm thanh nin v trung nin c mc
tiu dng c ph cao nht. Nhm tui gi tng mc tiu th rt t v ch tng lng tiu
th c ph bt. Xt v ngnh ngh, nhng ngi lm vic nhiu v tr c v c k nng
chuyn mn, k thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao
ng gin n (S liu kho st nm 2009)
Nh vy, c th thy rng nhu cu ung c ph trong nc khng ngng tng.

2. Nhu cu gii tr ca ngi dn thnh ph Hu.

Hu c mnh danh l thnh ph mng m, c nhp sng chm ri, trm lng. Tuy nhin,
tim n trong nhng c im m bt k ai cng c thy t Hu l s pht trin mnh
m khng ngng ca con ngi ni ring v ca mnh t ny ni chung. Kinh t pht
trin, thu nhp ngy cng tng ko theo i sng vt cht cng ngy cng c ci thin,
nhng km theo p lc t cng vic v hc tp cng tng v vy nhu cu ngh ngi, th
gin, gii tr cng tng ln.

PHN II: M T DOANH NGHIP

I. Gii thiu chung v doanh nghip
Cng ty c ph sch Megabooks ca chng ti l doanh nghip hon ton mi, l mt d
n va kinh doanh c ph, nc ung, thc n va m rng thm cc dch v km theo c
bit l sch.
Logo:

II. Tm nhn, s mnh v gi tr ct li

1. Tm nhn
C ph sch Megabooks phn u tr thnh mt trong nhng cng ty kinh doanh qun c
ph hng u thnh ph Hu ni ring v khu vc min trung, c nc ni chung.

2. S mnh
Cng ty cafe sch Megabooks hng n nhng khch hng c nhu cu gii tr, hc tp v
c bit l c nim am m c sch, mang n mt ni l tng nht th gin, p
ng y nht nhu cu c sch ca khch hng vi mc gi u i v ti u nht.
em n mt mi trng lm vic y hiu qu v chuyn nghip cho nhn vin.

Gi tr ct li
Khch hng: Megabooks lun ly khch hng lm trung tm ca mi hot ng. Tt c cc
sn phm, dch v u hng ti nhu cu ca khch hng.

Nhn vin: i ng nhn vin l sc sng ca doanh nghip v vy Megabooks lun to

ng lc cho nhn vin c th pht trin y kh nng ca mi ngi.
Cng ng: Gp phn mang tri thc n cho mi ngi, ng gp sc mnh vo nng cao
cht lng con ngi ca x hi.

III. S lc v ngnh
Megabooks kinh doanh trong ngnh ngh n ung, m thc v dch v. y l ngnh tng
trng cao v nhanh.

IV. Mc tiu v tim nng ca Megabooks

Mc tiu m Megabooks t ra l tr thnh qun c ph hng u cung cp dch v c ph
sch, em n cho khch hng khng gian thgin tuyt vi vi mc gi hp l nht.
Theo nh kho st thc t, Hu ch mi c 2 qun kinh doanh theo hnh thc c ph sch.
Vi s khng ngng tng ca nhu cu ung c ph v nhu cu c sch cng vi s a
dng v cht lng ca sn phm chng ti cung cp, qun c ph Megabooks c y
tim nng pht trin v to cho mnh mt ch ng vng chc trn th trng.

PHN III: MARKETING

I. Nghin cu th trng
1. Phng php lun
1.1. Nghin cu s cp

Ly t Nghin cu tiu th c ph trong nc ti h ni v TP. H Ch Minh ca vin

chnh sch v chin lc pht trin nng nghip nng thn trung tm t vn chnh sch &
qlkt
Nghin cu ny trc ht khai thc b s liu ca iu tra Mc sng Dn C Vit Nam
nm 1998 v 2002 (VHLSS). Cuc iu tra nm 1998 tp trung vo 6002 h v nm 2002
iu tra 30000 h. Mc d s mu khc nhau nhng hu ht cc h c iu tra nm 1998
cng c iu tra li vo nm 2002, v vy cng c th so snh tiu th v chi tiu bnh
qun u ngi ca hai iu tra ny. T hai b s liu ny, nhm nghin cu c th khai
thc mt s thng tin sau: lng v gi tr tiu th c ph bnh qun u ngi ti h gia
nh chia theo thnh th, nng thn, 8 vng sinh thi v nhm thu nhp. Ngoi ra, thng tin
v nhu cu tiu th ca ung thay th nh ch cng c khai thc. T , nhm
nghin cu s c c s xc nh tip nhng thng tin cn thu thp trong iu tra thc
a.
Theo s liu iu tra VLSS 2002, khng c nhiu ngi dn Vit Nam tiu th c ph
trong h gia nh. Trong ngy thng, c khong 19,2% tiu th c ph, trong 47% tiu
th c ph ung lin v 53% tiu th c ph bt. Tuy nhin, trong dp l tt, s lng ngi
tiu th c ph trong h gia nh tng ln, khong 23% s h.
Trung bnh nm 2002, ngi Vit Nam tiu th khong 1,25 kg c ph/nm, bao gm c
ph tiu th trong ngy thng (c ph ung lin v c ph bt) v c ph ung trong dp l
tt. Tuy nhin, trong iu tra ny, ch c s liu v gi tr ca c ph ung lin. Gi tr tiu
th c ph trung bnh ca ngi dn Vit Nam nm 2002 l khong 9.130 /ngi/nm.
Tiu th ni a c ph c s khc bit ln gia thnh th v nng thn c v lng v gi
tr. Lng tiu th bnh qun u ngi ca thnh th nm 2002 (2,4kg) cao gp 2,72 ln
tiu th ca nng thn (0,89 kg). Trong khi , gi tr tiu th bnh qun u ngi ca
thnh th t 20.280 ng, cao gp 3,5 ln mc ca nng thn.
Hnh 6 : Lng (kg/ngi) v gi tr (1000/ngi) tiu th c ph bnh qun u
ngi nng thn v thnh th nm 2002
Lng
Gi tr

3.0
2.5

25
20

2.0

15

1.5
10

1.0

0.5

0.0
Thnh th

Nng thn

Trung bnh

Ngun: Tnh ton t VHLSS 2002 (Trn Qunh Chi)

B s liu VHLSS cng phn chia tiu th c ph thnh hai loi c ph bt v c ph ung
lin.
Tnh hnh tiu th ca c hai loi c ph bt v c ph ung cng c s khc bit ln gia
thnh th v nng thn. Khu vc thnh th tiu th c ph ung lin nhiu gp 2,74 ln khu
vc nng thn, trong khi , chnh lch v gi tr tiu th loi c ph ny l gn 5 ln gia
hai khu vc. Gi tr tiu th tiu th c ph bt khu vc thnh th ln gp 2,65 ln khu
vc nng thn (7,8 v 2,9 nghn /ngi/nm).
Hnh 7: Lng tiu th c ph bt v ung lin 2002 (kg/ngi/nm)

Ngun: Tnh ton t VHLSS 2002 (Trn Qunh Chi)

S khc bit ln v gi tr tiu th c th do gi khu vc thnh th cao hn khu vc nng
thn nh mc sng cao hn. Nm 2002, tng chi tiu khu vc thnh th khong 27 triu
ng trong khi tng chi tiu khu vc nng thn ch c khong 12 triu ng.
Ngoi ra, chnh lch v gi tr cng c th do cht lng c ph bn ti th trng thnh th
cao hn th trng nng thn. Tuy nhin, cha c mt nghin cu no khng nh r nhn
nh ny.
1.2. Khc bit gia cc nhm thu nhp
Cc h gia nh c chia lm 5 nhm da trn thu nhp ca h, mi nhm chim 20%
tng s h, t nhm ngho nht (quintile 1) n nhm giu nht (quintile 5).
Tiu th c ph bnh qun u ngi tng dn t nhm c thu nhp thp nht n nhm c
thu nhp cao nht. Trong , lng tiu th c ph ca nhm 5 cao hn nhm 1 n gn 18
ln, tuy nhin, gi tr tiu th ch chnh lch khong gn 9 ln. Nh vy, v m t thng k,
tiu th c ph c xu hng thay i theo thu nhp.

Hnh 8: Tiu th c ph u ngi theo nhm thu nhp nm 2002

Lng (gr/ngi)

30

3.0

Gi tr (1000/ngi)

25

2.5

20

2.0

15

1.5

10

1.0

0.5

0
Ngho nht

0.0
Giu nht

Ngun: Tnh ton t VHLSS 2002 (Trn Qunh Chi)

Tnh hnh tiu th c ph bt v ung lin cng din bin theo xu hng trn, tuy nhin,
lng c ph bt tiu th thp hn nhiu so vi lng c ph ung lin. nhm thu nhp
cao nht, lng c ph ung lin c tiu th nhiu gp 9,4 ln lng c ph bt. Trong
khi , nhm ngho nht, mc chnh lch ny l 9,8 ln.
Hnh 9: Lng c ph bt v ung lin theo nhm thu nhp (kg/ngi/nm)
C ph ung lin

3.00

0.30

C ph bt

2.50

0.25

2.00

0.20

1.50

0.15

1.00

0.10

0.50

0.05

0.00

Ngho
nht

Giu
nht

0.00
Trung
bnh

Ngun: Tnh ton t VHLSS (Trn Qunh Chi)

Khc bit gia cc vng
Hu ht cc khu vc Vit Nam u tiu th c ph, nhng rt khc bit. Nam Trung B,
ng bng Sng Cu Long v Duyn hi Nam Trung B l ba khu vc tiu th c ph
nhiu nht trong c nc. Vng Ty Bc, ng Bc v ng bng Sng Hng tiu th rt

t c ph, thm ch khu vc Ty Bc hu nh khng tiu th vi mc tiu th bnh qun

u ngi ch c 0,03 kg/nm. Lng tiu th c ph khu vc Ty Nguyn nhiu th 4
trn c nc nhng vn mc thp so vi 3 khu vc ng u.
Gi tr tiu th ca cc khu vc din bin khng hon ton ging nh lng tiu th. c
bit l khu vc Duyn hi Nam Trung B v Ty Nguyn. khu vc Duyn hi Nam
Trung B, mc d lng tiu th u ngi rt cao (1,5kg/ngi/nm) nhng gi tr tiu
th ch t 6230 /ngi/nm. Trong khi khu vc Ty Nguyn, cc con s ny ln
lt l 0,28 kg v 4150. Mt trong nhng nguyn nhn gii thch hin tng ny l khu
vc Ty Nguyn ch yu tiu th cc loi c ph bt, c cht lng cao, vi lng c ph
bt tiu th khu vc ny cao th 3 trong ton quc (0,12 kg/ngi/nm) so vi mc
0,08kg ca vng Duyn hi Nam Trung B.
Hnh 10: Tiu th c ph u ngi theo vng ca Vit Nam nm 2002
Lng
Gi tr

3.0

30

2.5

25

2.0

20

1.5

15

1.0

10
5

0.5

0.0
BSH

BSCL
ng Ty Bc Duyn
Nam
hi BTB Duyn Ty
Bc
hi NTB Nguyn Trung B

TB

Ngun: Tnh ton t VHLSS (Trn Qunh Chi)

2. Tiu th c ph Vit Nam - nhn nh t cc ngun thng tin khc
Theo nhn nh ca nhiu chuyn gia, tiu th ni a ca c ph Vit nam cn qu t.
Trong khi mi ngi Bc u ung 10 kg c ph nhn mi nm, Ty u l 5-6 kg th
ngi Vit Nam mi tiu th khong 500 gr (vnexpress.net, 10/2005)
Vit Nam vn l nc sn xut c ph ch ng sau Brazil v l nc ng u v sn xut
c ph vi. Theo s liu t Vicofa, tc tng trng bnh qun din tch t trng c ph
t khong 15% trong nhng nm 90, v ti cui th k 20 c nc c khong na triu
hecta c ph. Hin nay hu ht c ph nhn c sn xut ra l phc v xut
khu. Sn lng xut khu ca Vit Nam t 600.000-700.000 tn c ph nhn mi nm.
Hai v c ph 2000-2001 v 2003-2004, Vit Nam xut khu trn 800.000 tn c ph.
Cng nh nhiu ngnh sn xut khc, c bit l thy sn v nng sn, cc doanh nghip
kinh doanh ch bin c ph "chung" u t xut khu hn l tiu th th trng ni a.

Mt s nghin cu gn y c Ngn hng th gii (WB) a ra cho thy tim nng th

trng c ph ni a ca Vit Nam c th tiu th ti 70.000 tn/nm. Ngha l vi sn
lng c ph hng nm thu hoch c 700.000 - 800.000 tn th lng c ph tiu th ni
a ca Vit Nam mc xp x 10%. Tuy nhin, theo s liu thng k ca cuc iu tra
mc sng dn c trn th nu mc tiu th bnh qun u ngi c ph ca Vit Nam t
1,25kg/ngi/nm th nm 2002, mc tng tiu th c nc phi t khong 95,000 tn.
Trong khi theo Hip hi C ph th gii, tiu dng ni a ca c ph Vit Nam hin ch
t khong 5%, thp nht trong s cc nc sn xut c ph. Mc chnh lch ny cng
"khp khing" nu so vi sn lng tiu dng c ph ni a ca cc nc thnh vin Hip
hi C ph th gii l 25,16%. iu ny cho thy, c rt nhiu ngun thng tin nh gi v
mc tiu th u ngi khc nhau v cho nhng s liu rt khc bit. chnh l mt
trong nhng l do khin cho nhm nghin cu ca Vin Chnh sch v Chin lc PTNNNT tin hnh nghin cu ny.
Trc tnh hnh mc tiu th ni a thp nh trn, mt s hng sn xut trong nc v
lin doanh c ph Vit Nam lin tc a ra nhng chin lc kinh doanh khc nhau
nhm thu ht khch hng.
Theo kt qu iu tra ca Cng ty C ph Trung Nguyn th Trung Nguyn, Nestcafe v
Vinacafe l 3 hng sn xut bn c ph nhiu nht v c a chung nht Vit Nam
hin nay.
Hnh 11: Lng c ph tiu th theo cc hng khc nhau (%)

1 0 0
8 0
6 0
4 0
2 0
0

L o i A

T . N g u y n
B u n

L o i B

V in a c a p h e N e s tc a f e
T hM u Tt r a n g

C a fe

L o n g

K h c

Ngun: iu tra ca cng ty c ph Trung Nguyn, 2003

Cc hng c ph ny p dng nhiu chin lc kinh doanh c ph khc nhau.

ang tn dng mi phng tin thng tin tm kim i tc xut khu, Gim c doanh
nghip c ph Thu H ti Pleiku Ng Tn Gic cho bit 2/3 trong s hn 300.000 tn c
ph bt hng nm doanh nghip ny sn xut c dnh cho xut khu. "Chng ti c
gng pht trin th trng ni a nhng cnh tranh ht sc kh khn v doanh thu rt thp
so vi gi tr kim ngch xut khu". "m ng" v th trng pha Nam v TP HCM,
nhn hiu c ph Thu H 3 ln "tn cng", nhng tht bi vn hon tht bi. "Hin Thu
H ang tip cn trc tip ngi tiu dng bng cch m nhng tim phc v ung c ph,
nhng hiu qu khng cao lm".
M rng knh tip th v tiu th ni a bng cch phc v nhu cu thng thc c ph
ha tan hay pha sn cng ang l cch m mt s cng ty c ph ang la chn. Ngoi
"chui" qun c ph Trung Nguyn, mt lot nhn hiu khc nh Highland, Phc Ban M,
c ph Bun M Thut... ln lt m cc ca hiu c ph ti cc th ln nh TP HCM,
Cn Th, Quy Nhn... Song hiu qu th, "mc ch l qung b v gii thiu sn phm
ch khng t nng vn doanh thu", gim c mt cng ty ch bin c ph ti Bun M
Thut nhn nh.
Theo phn tch ca gii kinh doanh c ph ch bin, mt tr ngi khc khin cho c ph
Vit Nam kh tiu th ni a l do xu hng ung c ph "cng nghip" trong gii tr
ngy cng tng p ng nhu cu nhanh trong nhp sng hin i. "C ph ha tan tr
thnh xu hng tiu dng ch o hin nay, cng a dng hng v v p ng mi nhu
cu cng hp dn", i din Cng ty Nestcafe cho bit.
Th phn c ph ho tan hin nay chia cho 2 hng ln: Vinacafe: 50,4%, Nescaf: 33,2% v
cc nhn hiu khc 16,4%. Vinacafe lun theo st khu hiu tn trng v cao gi tr
truyn thng, mang nhng g tinh tu nht ca thin nhin n vi ngi tiu dng. Hin
nay Vinacafe chun b u t mt dy chuyn mi, cng sut khong 3200 tn c ph ho
tan/nm, gp 4 ln cng sut hin nay. Theo ng Bi Xun Thoa, Gim c Cng ty C
phn C ph Bin Ho (Vinacafe) Th trng c ph Vit Nam ang gia tng cnh tranh
quyt lit, vi th phn ng k v kinh nghim hn 30 nm, vn tiu dng ni a thc
s khng ng ngi vi Vinacafe. Chng ti s tng tng cu ni a bng nhng phn
khc mi v c v ngi tiu dng.
Trung Nguyn - doanh nghip lm ma lm gi trn th trng c ph phin vi thng
hiu Trung Nguyn nhiu nm qua lm nng th trng c ph ho tan bng sn phm
G7 vi tng mc u t cho mt dy chuyn sn xut c ph ho tan ln ti 10 triu USD,
cng sut 200 tn/nm. ng L Nguyn V, tng gim c cng ty Trung Nguyn cho
bit: Trung Nguyn phi dn tng lc cho cuc cnh tranh, nh G7 chim mt th
phn ni a ng k v c ph ho tan. Nhng ln hn ci li kinh t v c ph ho tan
Trung Nguyn ch yu xut khu, l qua G7 gp phn ng k vo phong tro ngi
Vit dng hng Vit, nng cao thc doanh nghip tr dm ng u vi cc tp on
quc t ngay trn sn nh.

Song, i vi nhiu doanh nghip t nhn khc, vic u t sn xut c ph ha tan li i

hi ngun vn ln v chi ph chuyn giao cng ngh, tr thnh mt ci kh "b" ly doanh
nghip va v nh. Kt qu, doanh nghip vn tp trung xut khu c ph nhn hoc bt
m b qua th trng ni a.

1.2. Nghin cu th cp
iu tra c tin hnh 1 ln ti mt s h gia nh c chn, phng vn trc tip nhng
ngi chu trch nhim mua lng thc cho gia nh bng mt bng hi c nh m.
iu tra qun c ph
Ch thc hin mt cuc iu tra nh i vi qun c ph siu th big
C bit thng tin v t chc v cc phng tin, cng c s dng pha
ch v bn c ph
Bng hi ngi tiu dng
-

Hi v nhu cu ung c ph

Hi v nhu cu c sch

Tham kho kin v c ph sch

2. Phn tch th trng

1.1. Th trng u ra
1.1.1. M t sn phm
Sn phm ca qun kh a dng:
- Nhiu th loi sch khc nhau:
Kinh doanh

Vn ha ngh thut

Tn gio, chnh tr

K nng mm, t duy

Vn hc trong nc,

Sc khe, gii tnh

Suy ngm, lm ngi

nc ngoi

Sch thiu nhi

Khoa hc, lch s

Truyn, tiu thuyt

- Sn phm n ung phong ph:

C ph
Cappucino

1.1.2. Nhn bit khch hng

Hin nay, Hu, nhn mt cch tng quan, s lng ngi ung c ph rt ln v ngy
cng tng, y chnh l l do m trn a bn thnh ph ngy cng nhiu qun c ph c
m phc v nhu cu khng ngng tng ny ca khch hng.
i vi cc qun c ph cc, ch vi 2 chic gh nh c t va h ng l khch
hng c th thng thc ly c ph ca mnh nn rt d dng tip cn v vy khch hng
ca loi hnh ny rt a dng. Nhu cu khi n vi qun c ph ca h n gin l ung
mt ly c ph v c mt t bo, ni chuyn vi bn b hay ch tm mt ni tha mn
s thch ngm nhn nhng hot ng thng ngy ca cuc sng ... Nhng qun c ph
bnh dn khc th i tng khch hng b thu hp hn, c mt s qun ch a phn phc
v cho cng nhn vin chc, mt s th cho lao ng ph thng,... ty vo a im ca
qun. Nhng qun c ph hng sang, khch hng ch yu ca qun l nhng i tng c
thu nhp t trung bnh tr ln, nhiu nht vn l nhng khch hng c thu nhp cao. H
khng nhng c nhu cu n ung c ph v th gin m khng t trong s h cn mun
khng nh bn thn.
Ring i vi hnh thc qun c ph sch, chng ti hng n tt c cc loi khch hng,
c bit l khch hng c s thch c sch. Nh vy, khch hng n vi c ph sch
khng nhng c nhu cu gii tr bng nhng hnh thc ph bin hin nay m h cn mun
c mt khng gian ngm cu mt quyn sch hay, i tng khch hng ch yu s l
sinh vin v nhn vin vn phng.

1.1.3. Nhu cu khch hng

Tm hiu nhng li ch ca con ngi khi i ti qun c ph sch
Khch hng ti ung c ph khng ch mun tn hng hng v ca ly c ph m cn v
rt nhiu nguyn nhn khc nhau: mun c khng gian yn tnh ngh ngi, thng thc
m nhc (Guitar) hay th gin u c t vic c sch sau nhng giy pht lm vic mt
mi ln tinh thn v vt cht.
Ngi thu mnh trong mt gc ca qun c ph sch, m cun truyn nghin ngm c bui
gia ting nhc dt du v nhng m thanh rt kh... l s thch ca nhiu ngi ngy nay.
Ln u n vi c ph sch Phng nam ng l li-hu, Nam - sinh vin H M
Thut TP. hu - ht sc ngc nhin v th v vi khng gian ni y. Cch bi tr n gin
vi cc k sch t gn ch ngi ca khch, vi cun sch t bn thnh ca s to cho
qun nt c trng ring. Trong qun, ai cng trm t lng l, khch chm ch c sch,
nhn vin i li nh nhng v nhc nn du nh trong mt khng gian khng khi thuc.
Trc kia, Nam c ngh c ph sch ch hp vi dn mt sch nhng nay anh chng phi
b ngay suy ngh y. Theo Nam, v yn tnh ni c ph sch khng ngt ngt nh th vin
m to cho mi ngi cm gic rt thoi mi. S yn tnh ny kt hp vi nhng cun sch
hay, nhng thc ung ngon gip cho khch c mt khng gian c ng ngha.
Nam ngi l trong qun c ht cun Cho ti xin mt v i tui th v nhn thy kh
cng li c sc hp dn t ni ny. Ni y kch thch ta tm v vi vn ha c vn
tng lng qun, Nam chia s. Khi ra v, Nam t nh s cn ti ni ny na cm
nhn r hn nhiu iu hp dn khc.
Thi i cng ngh bng n vi nhp sng hi h khin nhiu ngi xa dn vi vic c
sch. l h qu tt yu v bn cnh vn ha c, cn c vn ha nghe -nhn ln t.
Khng ch t c sch, nhiu ngi m nht l gii tr cn khng thit tha vi sch vn
hc, hay chy theo nhng th loi sch mang nng tnh gii tr.
V th s ra i ca nhng qun c ph sch m ra thm s la chn cho mi ngi. Xu
hng tm v ci hay, ci p qua vic c sch trong mt khng gian tch bit dn hnh

thnh. Ti hu, s khng kh kim c nhng qun ang ni hin nay nh Phng
Nam - Book Cafe trn ng L li v cc qun nh l khc len li khp ni
Thanh Tm, sinh vin H kinh t hu, n c ph sch c th th gin v c sch mi
mit sau thi gian hc tp. i vi Tm, tm c ni c sch thoi mi m khng b
quy nhiu vn khng phi d. n th vin lm th, mn sch mt khi thi gian
nhng cha chc kim c nhng cun ang hot trn th trng.
Gii php ti u ca c nng l i vo c ph sch, va n gin li tin li. Nhiu lc
mnh ch cn 20.000 ng cng ku ly c ph v tha h c sch, qu tuyt vi,
Tm ho hng ni.
Khng ch c gii tr, cc qun c ph dng ny cn thu ht nhiu nhn vin vn phng,
cn b cng chc. Anh Cng Bnh, mt gio vin cho bit mnh hay dnh bui sng ch
nht n vi c ph sch. " y to cho mnh cm gic thanh thn gip ni dung sch
d 'i' vo u hn". Bng chng l anh va c xong cun c nhn tm, mt cun sch
kh dy v cn s thm thu lu di, sau vi ln n y.
Ngoi c sch, cng c ngi n qun ct yu tm cht tnh lng trong cuc sng. Anh
Nguyn Thng, nhn vin kinh doanh thnh thong n qun cng c vi cun sch
nhng phn ln anh dnh thi gian ngi ng mong tm cht yn tnh. Anh cho bit khi
ngi trong qun nhn ra ngoi mi thy tht t ti, khng phi lo toan chuyn cm, o, go,
tin nh mi ngy. Mt cht bnh yn gip ta refresh li mnh cm nhn cuc sng ny
tt hn, anh tm s.

1.1.4. i th cnh tranh

1.2 Th trng u vo
1.2.1. Nguyn vt liu, thit b

Chng loi
Sch thiu nhi
Sch kinh t v i sng
Tc phm vn hc trong nc
Tc phm nc ngoi v c

n v tnh
Quyn
Quyn
Quyn
Quyn

bit
Tng

S lng

gi Thnh

400
1,000
500
200

(VN)
25,000
70,000
55,000
200,000

gi

(VN)
10,000,000
70,000,000
27,500,000
40,000,000

2,100

147,500,000
S

STT

Hng mc u t

1
2
3
4
5
6

Bn my trn c 4 gh ni tht ha pht

Gh my lng ln, en trng:
Bn g trn, king:
Gh g, nm:
lt ly bng g (hiu: Cty Chn Minh):
Gt tn thuc trng s vung nh
Mm Inox y cn bng nc cho nhn vin (30-

7
8
9
10
11

40)
Ly nh ung tr cho khch (ly Rock tron)
Ly ung c ph (Rock xo):
Ly ung c ph sa ( Rock xo):
Ly ung cam vt, ung sinh t (Pilsner 300 ml):
Ly ung Lipton, chanh, me, chanh,

5
240
132
36
50

12
13
14
15
16
17
18
19
20

(Pilsner 300 ml):

Mung c ph v c ph sa bng Inox:
Cy khuy nc (cam vt, Lipton, nc khc, ...):
Bnh thy tinh ln chm tr (Ltansal/the 2.5 lt):
Phin ln pha c ph bng Inox:
Phin nh inox
Ni ln nu nc si m in Sunhouse
Bnh cha c ph pha sn:
K ln ng ly bng nha:
Cc loi chai, l khc ng mt s th khc

21

(ng, mui, chanh mui, ):

lng v
40
ci
160
ci
20
ci
80
ci
240
ci
40
ci

gi Thnh tin

(VN)
658,000
300,000
520,000
520,000
3,650
20,500

(VN)
26,320,000
48,000,000
10,400,000
41,600,000
876,000
820,000

ci
ly
ly
ly
ly

30,500
13,500
20,500
20,500
18,500

152,500
3,240,000
2,706,000
738,000
925,000

48
168
98
4
2
100
1
2
2

ly
ci
ci
ci
ci
ci
ci
ci
ci

18,500
50,000
19,900
259,000

888,000
100,000
1,990,000
259,000

45,000
249,000

90,000
498,000

1,000,000

1,000,000

22
23
24
25
26

Dn Amply ( PA 203IIIE AMPLY ARIRANG):

u a a nng C360 DVD Samsung
Tivi 40 inch (40D 3300 LED TCL):
K sch
My quay sinh t (MANON MJBA 15C2):
T ng , kem, tri cy da lnh, yaourt,

1
1
1
15
2

ci
ci
ci
ci
ci

1,590,000
799,000
9,990,000
2,000,000
439,000

1,590,000
799,000
9,990,000
30,000,000
878,000

27
28
29
30
31
32
33
34
35

dng lnh khc:

Dn loa (D5 - 200 LOADALTON):
My lnh
Tin lp t Internet + B pht sng Wifi:
in, n, nc, tin cng:
ng phc nhn vin:
Kt tin
My vi tnh phc v thng k, k ton, lu nhc:
01 t quy bar tnh tin v dn nhc:
Trang tr ni tht, sa cha qun, trang tr cy

1
2
5
1
1
24
1
1
1

ci
cp
ci
b
b
b
ci
ci
b

8,500,000
8,500,000
1,590,000
3,180,000
4,890,000
24,450,000
2,000,000
2,000,000
35,000,000 35,000,000
400,000
9,600,000
5,000,000
5,000,000
10,000,000 10,000,000
5,000,000
5,000,000
301,981,7

36
37
38
39
40
41
42

cnh:
Chi ph tin cng thit k khung cnh qun:
Chi ph bng hiu, hp n:
Chi ph PANO vi qung co:
Chi ph thu mt bng:
Chi ph xy dng li
Chi ph d phng ti chnh

1
800
1
3
1
1
1

ln
m2
b
tm
thng
ln

00
50,000
20,000,000
1,500,000
15,000,000
100,000,000
30,000,000

301,981,700
40,000,000
20,000,000
4,500,000
15,000,000
100,000,000
30,000,000

Nh cung cp:
- Chng ti thit lp mi quan h vi cc nh cung cp vi gi c hp l, sn phm cht
lngnh cc ch u mi, siu th, trung tm bn bun s v l
- Cc nh cung cp thay th s c xc nh s dng nu nh cung cp thng xuyn
khng cung cp nhng sn phm cn thit

1.2.2. in
- Ngun cung cp chnh: Cng Ty in Lc Tha Thin Hu.

- Ngun cung ng ph: Thu my pht in (Trng hp mt in)

- H thng in c b tr hp l v m bo an ton.
- Thng xuyn kim tra v kp thi khc phc nhng s c.

1.2.3. Nc
- Ngun cung cp chnh: Cng ty TNHH NN Xy dng v Cp nc Tha Thin Hu
- Nc c m bo v sinh, c b d tr.

1.2.4. Ngun nhn lc

STT
1
2
3
4
5
6

V tr
Qun l
Thu ngn, k ton
Ngi trng coi sch v hng dn
u bp
Nhn vin phc v bn
Nhn vin ra ly

S ngi
1
1
3
1
10
2

7
8

Nhn vin pha ch

Bo v xe, dn xe cho khch

2
1

1.2.5. S b tr ( ph lc)

1.3. Th trng mc tiu

Khch hng mc tiu v khch hng tim nng
Khch hng mc tiu ca qun bao gm ngi nc ngoi,sinh vin v nhng ngi c thu
nhp trung bnh trn TP Hu, theo nghin cu t l ngi c thu nhp trung bnh trn a
bn thnh ph Hu chim 71% trong tng dn s ti thnh ph. Nhng ch yu tp trung
vo sinh vin v nhn vin vn phng.

1.4. nh v th trng
Ngy nay, trong nn kinh t th trng, nhp sng hin i, t trng cht xm c trong sn
phm ngy cng gia tng, do vy con ngi ngy cng lm vic cng thng hn. Thi gian
dnh cho ngh ngi v th gin ang c xu hng gim dn.c bit, i vi ngi dn
thnh th nh Hu,H Ni,tp HCM.Theo kt qu iu tra t 540 gia nh c 60 ngi ung
c ph ti qun ti Hu,H Ni v tp HCM, vic tiu dng c ph tng ln c v lng v
gi tr.. Nm 2009, Tng cc Thng k thng qua s liu iu tra mc sng dn c Vit
Nam, cho bit bnh qun ngi dn Vit Nam tiu th 1,25 ki l gam c ph minm v s
tin ngi dn trong nc b ra cho ly c ph khong 9.000ng/ngi/nm, tc ch nhnh
hn 0,5 la M v ch c 19,2% ngi dn ung c ph vo ngy thng, cn ngy l Tt
th tng ln 23%. iu d dng nhn thy l ngi dn thnh th mua c ph ung ti 2,4 ki
l gam/nm, nhiu gp 2,72 ln sovi ngi dn nng thn v s tin m c dn th b
ra cho ly c ph mi sng ti 20.280 ng/nm, cao gp 3,5 ln so vi nng thn. Nu chia

cc h ra thnhnm nhm da vo thu nhp th nhm th nm c thu nhp cao nht ung
c phnhiu gp 18 ln so vi nhm h gia nh c thu nhp thp nht.Hu ht cc
vngmin Vit Nam u tiu th c ph nhng mc chnh lch rt ln gia ccvng.
Trong khi duyn hi Nam Trung b v BSCL l nhng khu vc tiu th c ph khi
lng ln th Ty Bc, ng Bc v ng bng sng Hng tiu th rt t,thm ch vng
Ty Bc hu nh tiu th khng ng k vi... 30 gam/ngi/nm.Thi quen ung c ph
cng lin quan mt thit ti ngh nghip, H Ni th tng lp ngi v hu ung c ph
nhiu nht, ti 19,8%, cn sinh vin th t nht, ch c 8% ngi ung.( theo nghin cu
ca IPSARD). Theo nghin cu gn y, lng c ph tiu th ti Vit Nam c chiu
hng gia tng mnh ti 31% t1,208 triu bao nm 2009 ln 1,583 triu bao trong nm
2010. Tnh hnh bn c ph ti Hu trung bnh mt qun bn c 20 cc, cc loi c ph
bn chnh l c ph en.Theo iu tra ca Trung Nguyn i vi 2000 khch hng trong
vo ngoi qun c ph cho thy trong cc loi ung, c ph ng vai tr kh quan trng,
h ung7 ln/tun, trong s cc loi nc ung ti qun c 43% s khch c hi ti
qun ung c ph.
Da trn nhng s liu trn cho thy th trng tiu th c ph Hu y tim nng, c
bit, lng tiu th c ph Hu chim khi lng ln.Mt khc,tp hu tuy nh nhng s
lng ngi s dng ca ph c th ni l ng, ti y c nhiu trng i hc:trng i
hc y dc, i hc s phm hu,i hc kinh t hu,i hc khoa hc,ngoi ra s lng
ngn hng trong a bn tp hu nhng nm gn y tng manh,c th l cc ngn hng
vieetcom,agriban .vi s lng ln cc trng i hc v ngn hng trn khin cho s
lng khch hng tim nng ca qun kh cao do qun ch yu tp trung vo vic phc v
c ph cho sinh vin v cng nhn vin chc. Sinh vin s l khch hng y tim nng v
c trin vng trongtng lai. Theo nh gi th t l sinh vin i chi ti chim t l kh
cao, trong vo qun c ph vi bn b chim mt t l ln. Ung c ph t lu tr
thnh thvui ca sinh vin. Ngoi thi gian dnh cho hc tp, nhng ngy cui tun,
ngyngh, cc bn sinh vin thng r nhau n cc qun c ph c mt cht thi gian
thnh thi nghe nhc hay tm s vi bn b sau nhng ngy hc tp cng thng.

II. Chin lc marketing

T nhng phn tch th trng v ngnh trn, xy dng mt chin lc marketing ph
hp l bc quan trng gip cng ty kinh doanh c hiu qu v thu c li nhun cao.
Chin lc marketing gm 4 yu t, thng c gi l 4Ps: Sn phm (Product), Gi
(Price), Xc tin thng mi (Promotion) v Phn phi (Place).

1. Sn phm (Product).
X hi ngy cng pht trin nhu cu tiu dng con ngi ngy cng phong ph v a dng
hn, cc doanh nghip thnh cng l cc doanh nghip khng ngng tm ti v pht trin
v lm ra sn phm dch v p ng c nhu cu . Chnh v vy nhiu doanh nghip
dy cng nghin cu cho ra i sn phm v dch v c cht lng tt v gi c hp dn
hn, v tnh cnh tranh mnh hn.
Mt chin lc sn phm khn ngoan bi bn v chun xc khng ch gip doanh nghip
gia tng doanh s v li nhun cn gip doanh nghip m rng th phn.
Trong th trng cnh tranh khc lit nh hin ti khi pht hin ra nhu cu ca th trng
nu tnh ton sai v thiu tnh quyt on th doanh nghip c th nh mt c hi kinh
doanh ngn vng, cn nu nh gi sai v a ra nhng quyt nh sai lm c th a
doanh nghip ti b vc ph sn.
Da trn nhng lp lun trn v nhng nh gi v sn phm hin c trn th trng v nhu
cu th trng th chng ti cho rng vic cung cp sn phm dch v c ph c sch l c
trin vng pht trin trn th trng TP. Hu hin ti. Nhng vn c th s c cp
sau y.
Chng ti nhm ti khch hng l hc sinh, sinh vin v nhng ngi lm vic vn phng
y l phn khc th trng di do Hu. y l phn khc th trng c c mt ng
Hu. y l loi sn phm dch v c nt c sc ring bit, theo phn tch ca chng ti
y l kh h ca th trng Hu m cha ai khai thc. To ra nt khc bit so vi cc
sn phm dch v c ph hin c trn th trng hin nay.

1 . Sn phm
Sn phm m chng ti cung cp trong qun c ph l dch v c ph c sch km theo n
sng v tra cho nhng ngi phi li lm vic hoc c sch qun. Bn cnh
chng ti cn c nhng i ng chuyn t vn cho nhng ngi c sch. qun c ph
chng ti to ra mt khng gian yn tnh cho khch c sch v khng gian yn tnh
ngh ngi sau nhng gi lm vic mt mi.
Chi tit cho nhng dch v chng ti cung cp.
V thc n, chng ti cung cp cho khch hng mt mn n gin d nhng vn mang tnh
hp dn v ngon cho ngi thng thc v iu quan trng y l qun chng ti hp v
sinh v sch to cho khch cm gic an tm.
M hnh kinh doanh ca chng ta l bn c ph nhng khng nht thit phi l bn mt
mn thc ung l c ph m a dng ha sn phm nh cc loi nc gii kht khc, hay l
kem, sinh t, v.v.Lm mi sn phm c:cng vi sn phm thng ngy nh ca chng ta
nhng ta s i mi theo phong cch mi l c ph lnh nhng vi gi c phi chng.
Chng ta s i sn phm c ph truyn thng ca mnh theo cch m khch hng cha
tng c thng thc bao gi. Chng ta s to lp v tr c bit cho mnh trong tm tr
khch hng nh a c nhng yu t cm xc vo th ung ht sc ph thng ny.

Dch v qun c ph c bn, vi qun c ph sch, im nhn l khng gian c

sch, ngun sch hay. Tuy nhin, nu kt hp c c ph ngon v sch hay th chc chn
s thu ht c khch hng. Ngoi c ph, chng ti cn lm phong ph thm menu ca
qun vi cc loi tr, sinh t, nc hoa qu, hoa qu dm v c bit l mn c ph
pucachino v sinh t Chng ti quyt nh u t trang thit b cng nh ngun nhn lc
to ra ngun cung cp nhng thc ung c nt ring bit v to ra nt n tng cho
khch hng v phi l ngon v hp v sinh to ra cm gic an ton cho khch hng khi ti
qun ca chng ti.
Megabooks s lun b sung, nng cao v c chiu rng v chiu su i vi cc th loi
sch m cng ty cung cp p ng ti a nhu cu ca khch hng.

Dch v t vn sch, chng ti c i ng nhn vin hiu bit v sch v sn sng

chia s v t vn cho khch khi khch mun tm c cc cun sch.

y l sn phm dch v nn c yu phc v to nn s thnh cng v vy chng ti

s hng ti o to i ng nhn vin chuyn nghip v thn thin vi khch hng. S c

i ng nhn vin tip tn v a khch ti tng ch bn m h yu cu theo nhu cu ca
mnh. y nhn vin ca chng ti n mc ng phc, lch s trong vn ha giao
tip.Thng xuyn o to cho i ng nhn vin: T nhn vin pha ch n nhn vin
phc v bn u phi c tc phong nhanh nhn, hot bt, giao tip tt, thn thin, gn gi
vi khch hng v c am hiu v sch.
K hoch cung cp dch v nh sau:
Dch v
Dch v qun c ph c bn.
Dch v t vn c sch

Thi gian cung

cp
Bt u t thng
u tin
Thng u tin

Dch v cung cp n sng v Thng th 2

tra
Dch v t chc sinh nht, Thng th 2
cc bui hp cu lc b

Thi gian th
nghim
Khng c th
nghim
Khng c th
nghim
Trong
thng
th 2
Khng c th
nghim

Thi gian hot

ng chnh thc
Bt u t thng u
tin.
Thng u tin
Thng th 3.
Trong thng th 2.

Cht lng sn phm:

- Megabooks s lun to cho khch hng mt khng gian th gin thoi mi nht, hi ha
tr trung, p nhng khng c mu m qu, nhng cng khng n iu lm, to n
tng khch hng d i su vo tm tr khch hng. y cng chnh l mt trong
nhng mc tiu hng u m cng ty mun hng ti.
- Hin nay, trn ton thnh ph Hu v nhng vng ln cn c rt nhiu qun c ph c
m ra. Tuy nhin, a s l nhng qun c ph va v nh, cha c mt k hoch kinh
doanh hp l v kinh doanh theo hnh thc truyn thng. Cht lng ca sn phm m cc
i th hin ti c c cha tht s tt. Tn dng c hi ny, Megabooks s thc hin

khc bit ha, u t cao vo cht lng sn phm ti a ha s hi lng ca khch i

vi sn phm.
- Mt vn i m khch hng quan tm l an ton v sinh thc phm v vy y cng l
tiu ch hng u m qun t ra khi sn xut.
- Nghin cu th trng thng xuyn trong qu trnh kinh doanh, tin hnh hi kin
khch hng qua pht trin, ci thin cht lng sn phm.
- Lun pht trin cht lng dch v cng vi nhng dch v i km nh trng gi xe ca
khch hng.

2. Gi c (Price).
Megabooks hng ti l qun c ph cung cp c ph sch vi cht lng tt v gi c
phi chng. Nhm khch hng m chng ti hng ti l hc sinh, sinh vin v ngi lm
vic vn phng v vy gi l vn nhy cm nh hng mnh m v tc ng trc tip ti
lng khch hng ti qun.
V vy chin lc gi s c tm nh hng to ln cc k hoch kinh doanh cng nh doanh
thu v li nhun ca qun. Mt khi chin lc gi ng c th thu ht c mt lng
khch hng ln v to ra li nhun nhiu cho doanh nghip. Song tuy nhin mc gi bao
nhiu va m bo li ch ca khch hng va m bo li ch cho qun l mt cu hi
kh.
Vi mt mc li sut nht nh chng ti a ra mt mc gi da trn vic s dng cng
c Goal Seek. Hn na chng ti s c mt tin trnh gim gi ph v chit khu cho
khch hng ph hp.
trong giai on u khi qun mi bt u i vo hot ng, chng ti s p dng gi
thp hn i th cnh tranh khong 10% vi vic cung cp nhng sn phm tng t hoc
tt hn nhm mc ch thu ht khch hng ti qun.
Gi s c iu chnh ty thuc vo s lng khch ti qun v khch quen ca qun.

Vi c th ca lnh vc kinh doanh, Megabooks s s dng phng php nh gi theo

cu v chng ti lun quan nim khch hang v doanh nghip cng c li.
Sau y l chin lc gi.

Gi
Cht
lng
hng

Cao
Trung
bnh

ha

Thp

Cao
Trung bnh
Thp
Chin lc gi cao + Thm nhp su vo Chin lc gi th
ph gi hoa hng
Chin lc gi cao
Chin lc v vt

th trng
Chin lc
trung bnh
Chin lc

trng
mc Chin lc cht lng
tt nht
ho

nhong b ngoi

Chin lc gi tr thp

i vi Megabooks l mt trong nhng qun c ph sch u tin Hu song tuy nhin

cng c nhng qun c ph lu i v to nn hnh nh trong tm tr ca ngi tiu
dng v vy chng ti quyt nh chn chin lc thm nhp su vo th trng. Vi
mc gi trung bnh v cht lng hng ha cao nhm tip cn vi khch hng.

Tng th Khch hng thn thit (KHTT) , ung trn 10 ln qun trong 1 thng s
c gim gi 10% cho bt c ung hay mn n no do ch th order (lu ch
c tc dng cho ch th 1 ln bao gm 1 ung v 1 mn n, c th dng nhiu
ln trong ngy). Th ch c tc dng trong thng. Th c nh du bng ch k
ca nhn vin, ngy thng v m hiu AA.

Tng th Khch hng VIP, khch hng c th KHTT 6 thng bt k s nhn c

th VIP v c gim 20% cho bt c ung hay mn n no do ch th order
(lu ch c tc dng cho ch th 1 ln bao gm 1 ung v 1 mn n, c th
dng nhiu ln trong ngy). Th c tc dng c nm.

3. Xc tin thng mi (Promotion):

Kinh doanh v c ph th khng cn mi m. y l mt cch kinh doanh mi nn chng
ta phi c nhng cch tip th mi v c bit hn c th thu ht c khch hng ca
chng ta. V qun ang cn mi nn cha nn t mc tiu li nhun ln hng u m lm
sao phi thu ht c nhiu khch hng v sau s bin h thnh khch hng trung thnh
i vi qun c ph ca chng ta. To dng nn thng hiu Megabooks trong u ca
khch hng khi ni n vic i ung c ph th h s nhc n qun chng ta u tin
trong u h. V vy, nhng chin lc m chng ti t ra nh sau:
- Nhng ngy u khai trng thc hin chng trnh khuyn mi gim gi cho tt c cc
loi sn phm khch hng c c hi tip cn tt hn vi sn phm v dch v.
- Qung co qua Facebook hay website ca cng ty.
Hin nay, lng sinh vin v nhn vin vn phng s dng Facebook ngy cng ln, (ch
yu l sinh vin) v vy qung co thng qua Facebook l mt trong nhng hnh thc hiu
qu v tit kim c chi ph nht. Cng ty dnh ring mt page thng bo s kin sp
ti cng nh qung co sn phm, cp nht nhng s kin lin quan n x hi, c bit l
i sng sinh vin v nhng tin tc lin quan n tui tr. Bn cnh , mt trong nhng
hnh thc c th thu ht s ch ca khch hng l to ng dng (Facebook Apps) ring
ca page ca cng ty. Nhng hnh thc qung co khc x th thc hin thng qua
Facebook l cng ty chng ti s nh bn b, ngi thn qung co thng qua status hay
share (chia s), chng ti cng c th qung co thng qua sidebar Facebook (Facebook
Ads), t chc s kin qua Facebook qung b thng hiu (Facebook Events).
i vi website cng ty, chng ti s pht trin, u t vo SEO c th tng lng truy
cp v tng s lng truy cp qua tm kim google.
- Pht t ri l hnh thc rt ph bin, y cng l hnh thc kh hiu qu v d thc hin
nn thng tin d dng n vi sinh vin cc trng H v nhn vin vn phng. Ngoi ra
cng c th qung co qua treo poster hay pht phiu gim gi (Hnh thc ging vi
Lotteria lm)

- T chc cc cuc thi nh dch sch hay vit li nhn, gi li yu thng n bn b,

ngi thn thu ht s ch t khch hng.
- T chc ngy t vn c sch, ngy hi sch hay nhng ngy trao i sch.Bn cnh
chng ti c th nhn t chc s kin: cc s kin gii tr ca gii tr, s kin gii thiu
sch mi, cu lc b th, trin lm sch mi, Chng ti c th lin h vi cc nh sch,
nh xut bn hay cc cu lc b sng tc t chc cc chng trnh gii thiu v sch
mi, sch hay. y l hng i kh kh quan, va to dng c thng hiu, tng sc
ht cho qun va em li ngun doanh thu khng nh.
- Kt hp qung co v ly kin ng gp/kho st khch hng qua phng vn hay cc
bng hi v dch v cng nh cht lng sn phm.

4. Phn phi (Place)

- Cng ty c ph sch Megabooks chn ng L Thng Kit m qun v y giao

thng rt thun li, c th ni v tr ny kh trung tm khi nm gn nhng trng i hc
ln nh i hc Y Dc Hu, i hc Khoa hc Hu, i hc S phm Hu Bn cnh
, v tr ny cn gn nhng c quan lm lm vic ca thnh ph.

- u t v thc hin tt cc chnh sch nhn s, pht trin, nng cao nng lc ca mi
nhn vin. a ra nhng chnh sch thng pht r rng. T chc o to nng cao cht
lng, tay ngh nhn vin nu cn.
- Ngoi cung cp sn phm ti ch, khch hng phi n qun thng thc, cng ty pht
trin thm dch v giao hng tn ni vi chi ph giao hng r trong vng bn knh 3km.
- Sau khi c ch ng trn th trng trung tm s pht trin v quy m v m rng ra
cc khu vc tim nng xung quanh.
T l tn, gi xe, cho ti chay ban phai nhit tinh va lich s.
Hin nay, gi xe cho khch thng ghi s ln xe bng phn, ban co th ghi s bng phn
ln xe tuy nhin khi ly xe xong thi nn lau ngay cho sach,o la mt cach canh tranh tuy it
ai y n nhng rt hiu qua,va khi khach a vao nhiu ln khi minh a nh mt thi
khng cn ghi the,lam vy khach se thy minh c tn trong va tm ly rt thoai mai.

Phn IV. Qun tr ti chnh ca qun c ph.

I. Chi ph ban u:
D n c ph ca chng ti l d n mi bt u hon ton ch khng phi l d n m
rng v vy chi ph ban u tng i cao. Tuy nhin, trong qu trnh lm hoch tnh d n
chng ti c nhng tm hiu th trng nh cung cp a ra nhng mc gi thp nht
nhng cng chng loi sn phm v c nhng chnh sch h tr c bit nh chit khu
nhiu hn v c chnh sch i li hng nu sn phm sai st trong thi gian dng th cng
nh chnh sch bo hnh sn phm. V vy chi ph ban u tit kim c nhiu so vi
c lng ca chng ti. Trc mt chng ti ch pht trin qun mc c bn v sau th
chng ti s c nhng u t nhiu hn pht trin qun c ph.
Theo c tnh ca chng ti sau khi i kho st thc t ti cc siu thi : Compart Hu ,
Thun Thnh Hu, Big C v nhng tm hiu trn mng internet thng qua trang wed

vatgia.com v th trng xy dng v nh t Hu. Chng ti c tnh chi ph ban u

khong 946000000 ( triu ng).

II. C cu vn ca qun c ph.

Qun c ph ca chng ti c ti tr bi ba nh u, tng s u t ban u l 750
(triu ng). Trong vn gp ca mi nh u t l 250 (triu ng). Nh vy th qun
phi vay ngn hng l 196 triu ng tng ng mt mc l 21 %.
Chng ti ngh y l mt c cu vn hp l bi v n to ra c hi cho qun mt mc
d tr khn nng i vay khong 150 na. Chng ti quyt nh nh th ny l c cn c v
n s to ra c hi u vay n u t vo nhng nm tip theo. V gim p lc tr n
cho qun trong nhng nm u bt u bc vo giai on kinh doanh.
Mc d theo c tnh ca chng ti khi s dng c cu vn ny th qun s tng chi ph
do khng s dng c cu vn ti u. Song chng ti sn sng nh i khn nng vay vn
ca ngn hng vi c cu vn ti u. V vay mc ny th chng ti cng phi nh i
vic m bo khn nng vay n cho cc nm sau vi mc vay n cho chi ph s dng
vn bnh qun l 2.98%

III. D BO TI CHNH
Bo co ti chnh qun Megabooks c d bo s v ra mt bc tranh ton b chi tit
ti chnh ca d n.
Chng ti gi nh rng thu s duy tr mc 25% trong 5 nm ti v p dng phng
php khu hao theo ng thng. Mt s gi nh da trn k hoch Marketing v c
trng kinh doanh ca qun l c tnh. Chi tit ca d bo co ti chnh Ph lc.

1. Thu nhp v doanh s d bo

a. Doanh s.

doanh s tiu th hng nm

sn lng tiu th
350,000

307,800

275,400

300,000
250,000

243,000

210,600

200,000
133,920

150,000
100,000
50,000
-

nm

doanh thu
doanh thu (vnd)

6,000,000,000
4,863,726,709

5,000,000,000

4,144,529,025

4,000,000,000

3,482,797,500
2,874,690,000

3,000,000,000
2,000,000,000

doanh thu

1,740,960,000

1,000,000,000
1

nm

Doanh s d kin s tng trong cc nm. Doanh s tiu th nm u tin khong

133,920 sn phm tng ng vi 1,740 triu ng. V hn th na trong cc nm tip
sau c bit trong nm th nm khi qun c ph khng nh c thng hiu trong
tm tr ngi tiu dng th doanh s tiu th lc ny t c 307800 sn phm tng
ng t doanh thu l 4863 triu ng.
Chng ti tin rng c th t c kt qu ny nu mi ngi trong qun c ph c gng
v thc hin nghim tc nhng quy nh m qun a ra.

b. Thu nhp.
Li nhun v chi ph
3,000,000,000
2,500,000,000
2,000,000,000
1,500,000,000

tng chi ph

1,000,000,000

li nhun

500,000,000
1

2
nm

li nhun
tng chi ph

VN

Nh chng ta cng bit sn phm dch v c ph l sn phm dch v d dng thm

nhp vo th trng. Th nm u tin qun to ra c mt li nhun. V li nhun
lin tc tng trong nhng tip theo sau . c bit mt iu l t l li nhun v chi ph b
ra ngy cng gim l du hiu tt. Chng t qun qua cc nm th hot ng chuyn
nghip hn v tit kim c chi ph nhiu hn. Tuy nhin, lng khch hng n qun
vn khng h gim m cn tng ln qua cc nm nh cng tc nh v c thng hiu v
kt qu ca qu trnh Marketing trong cc nm lin tip pht huy c tc dng.

c. Dng tin rng.

dng tin d n u t
dng tin d n u t

vn
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
(500,000,000)
(1,000,000,000)
(1,500,000,000)
0

nm

Nhn vo dng tin ti chnh ca d n chng ta c th khn nh y l mt d n kh

thi c khn nng em li li nhun.
Nm 0 l vn u t ban u ca d n. iu ny lm cho dng tin b m. Tuy rng
n l tng i ln song tuy nhin thi gian ha vn ch trong vng 2 nm. Song dng tin
lun dng trong cc nm sau y l mt tn hiu kh quan to ra s yn tm u t
vo qun c ph ca cc nh u t cng to ra khn nng cho vay ca ngn hng i vi
qun Megabooks nhiu hn.

IV. Phn tch ri ro ca d n u t qun c ph Megabook.

1. Phn tch nhy

T bng v biu trn c th thy rng NPV nhy nht i vi gi bn sn phm, kh nng
tiu th sn phm v cng sut thit k nm u tin ca d n v t nhy i vi chi ph nguyn
vt liu.
Gi bn gim cng nhiu th li nhun ca d n cng gim v v th NPV ca d n gim, hiu
qu ca d n cng gim.
Kh nng tiu th v cng sut thit k nm u ca d n u t l thunvi NPV.
Chi ph nguyn vt liu t l nghch vi NPV, chi ph cng cao th NPV cng gim.
Nh vy, ri ro ca d n s ph thuc ch yu vo gi bn, kh nng tiu th sn phm v
cng sut thit k nm u.

2. WHAT-IF

a. Cnh tranh gim gi

Kch bn
i th cnh tranh thc hin gim gi i vi loi sn phm cng loi vi sn phm cng ty
ang kinh doanh.
X l
S lng i th cnh tranh ca qun ngy cng tng, s c nhiu qun c ph kinh doanh theo
hnh thc c ph sch, cnh tranh v gi ngy cng gay gt hn. V vy, pht trin cht lng sn
phm, u tin pht trin sn phm v c chiu su v chiu rng l mc tiu hng u ca cng ty.
D on chiu hng thay i c th xy ra nht ca th trng c th a ra mt mc gi ph
hp cho tt c sn phm.
Kh nng tiu th sn phm gim

Kch bn
S lng khch hng n vi qun gim lm cho kh nng tiu th sn phm ca khch hng
gim theo, khc vi k vng.
X l
Tm hiu nguyn nhn v sao lng khch n qun gim. Nu l do cht lng sn phm
th cn phi t chc phng php nng cao cht lng, tuyn nhn vin c tay ngh cao v c kinh
nghim cao hn. Nu do cht lng phc v th cn xem xt n lng thng, thi phc v ca
nhn vin, t a ra k hoch thng pht, sa thi hay b sung nhn vin ph hp. Nu do
chin lc marketing th cn vch ra mt chin lc mi ph hp hn v c th qung b thng
hiu rng hn, t chc cc ngy hi c sch hay trao i sch.

Cng sut thit k nm u tin.

Kch bn
Khi xy ra s c nh hng ti cng sut thit k l lm gim nng sut.
X l:
Tm hiu nguyn nhn no nh hng ti cng sut thit lm gim nng sut. Nu do iu kin
ch quan mi trng lm vic khng tt pht sinh t qun th phi cn xem xt v sa i to ra
mi trng hot ng mi v tt hn nhn vin lm vic cm thy thoi mi trong qu trnh
lm vic.

3. Phn tch m phng

3.1 Phn tch kch bn
Phn tch kch bn s c nhng NPV, ROE, IRR, t s khn nng tr n, t sut li
nhun/doanh thu, t sut li nhn/vn ch s hu, li nhun/vn u t khc nhau cng
vi nhng yu t nh hng n chng, t chng ta c th la chn nhng kt hp
ca cc yu t nh hng c mt hin gi nh mong mun ca ch u t.

. Phn tch kch bn bng Excel

S dng Excel phn tch kch bn i vi cc bin kt qu thng qua 3 bin s l:
cng sut tiu th sn phm d tnh, thay i gi bn, thay i cc yu t u vo v c
bit l nguyn vt.

Scenario Summary
tt

Trung bnh

Xu

0%

-5%

-15%

100%

90%

85%

0%

10%

15%

thnh phn thay i:

phn trm gim gi bn sn phm

Phn trm thay i khn nng tiu th sn
phm lm ra.

phn trm tng gi nguyn vt liu

kt qu do cc yu t thay i
NPV

1,638,461,95

510,558,463

(480,904,677

IRR

68%

38%

6%

ROE

77%

42%

6%

T s kh nng tr n

5.47

2.98

0.80

T sut LN/DT

30%

21%

9%

T sut LN/VCSH

128%

74%

28%

T sut LN/VT

103%

Thi gian tr n thc t cho ngn hng

S nm b sung ngun tr n

60%
2

22%
4

10

y chng ta s xy dng 6 kch bn nh sau:

Khn nng tt nht c th xy ra vi xc sut 60%
Khn nng trung bnh c th xy ra vi xc sut 25%
Khn nng xu c th xy ra vi xc sut 15%
Sau khi thc hin, ta c kt qu v gi tr k vng ca cc bin kt qu nh sau:
NPV

1038581087.9468

IRR

51.1919%

ROE

57.4207%

T s kh nng tr n

4.1470

T sut LN/DT

24.7186%

T sut LN/VCSH

99.3048%

T sut LN/VT

80.0043%

Thi gian tr n thc t ngn

hng

2.3

Nhn vo bng trn ta thy cc gi tr k vng ca cc bin kt u tt, do y c th

coi l mt d n tt, hiu qu kinh t cao v ng u t.

3.2. Phn tch kch bn bng Crystal Ball

Hn ch ca phn tch kch bn bng Excel l ch cho ta mt gi tr ca bin kt qu
ng

vi mt kch bn nht nh. Do , s dng phn mm Crystal Ball tin hnh phn tch
kch bn s khc phc c hn ch ny. V y chng ta phn tch kch bn da trn
cc bin ri ro ni gm 3 bin sau: gi bn sn phm, gi nguyn vt liu u vo, cng
sut tiu th sn phm lm ra.

Phn tch m phng

Sau khi phn tch nhy, s dng phn mm Crystal Ball tin hnh phn tch m
phng
vi cc bin sau gi bn sn phm, gi nguyn vt liu u vo, cng sut tiu th sn
phm lm ra.
V cc bin kt qu l: NPV, IRR, ROE, T s kh nng tr n, T sut LN/DT, T sut
LN/VCSH, T sut LN/VT, Thi gian tr n thc t ngn hng. Thc hin chy m
phng 1000 ln, ta thu c cc kt qu nh sau:

Ta thy xc sut IRR >WACC l 98,94%, ngha l kh nng mc sinh li ca d n ln

hn mc mong i ban u rt ln. V vy d n c tnh kh thi cao.

Xc sut NPV dng l 98,94% xc sut ny rt cao cho thy d n ny rt kh

thi, ng u t.

So vi mc ROE ban u chng ti k vng ROE > 25% th xc sut xy ra l 98,92%

y l mc rt cao thuyt phc cc ch u t mnh dn u t vo d n.

Xc sut t s khn nng tr n >2 l 98,79% rt cao iu ny s d dng thuyt phc

ngn hng khi cho qun c ph vay tin ng thi cng phi t ra cu hi rng liu c
phi tm thm mt phng thc u t no na hay khng lm ng ngun vn d
tha ca qun c ph. V y l hng i ca nhng nm tip theo, chng ti d tnh s
m thm hnh thc kinh doanh sch.

T sut LN/DT ln hn 25% c xc sut xy ra l 84,79% y l mt tn hiu tch cc

u t vo d n. Vi mc LN/DT mc 25% l rt cao song tuy nhin vn t c
xc sut xy ra l 84,79% nu thc hin c nh th ny th y c th ni l mt thnh
tch ca qun c ph t c.

Khng ch dng li cc s trn m ti ch s LN/VT ln hn 40% iu ny khng

nh li cho cc nh u t y l mt d n rt kh quan v vy u t vo d n ny s
to ra c hi ln cho cc nh u t.
ng thi chng ta cng cn phi ch ti cc yu t nh hng ti cc ch s trn, yu
t khn nng tiu th sn phm nh hng rt ln v ban qun l qun c ph s ch trng
vo cc khu v cc chin lc Marketing

KT LUN:
V tnh kh thi: Qua phn tch d n, ta thy d n c th mang li nhng li ch cho x
hi nh mang li vic lm cho ngi lao ng, tng thu ngn sch nh nc, khng c
hi vi mi trng v th c th khng nh c tnh kh thi ca d n
Tnh hiu qu: D n mang li li nhun cho nh u t, qua nhng ch tiu phn tch ti
chnh, vi vic trin khai d n, doanh nghip c th pht trin v thu c nhng li ch
tng i ln. V vy, d n ny l c hiu qu vi mt mc ri ro thp.