NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

GII THIU TNG QUAN V CNG TY ALTRIA

1.1 GII THIU CNG TY Altria Group (trc y c tn l cng ty Philip Morris) l mt cng ty kinh doanh c tr s ti Hoa K v l cng ty m ca Philip Morris USA, John Middleton, Inc, U.S. Smokeless Tobacco Company, Inc, Philip Morris Capital Corporation, v Chateau Ste. Michelle Wine Estates. N l mt trong nhng Tng cng ty thuc l ln nht th gii. Ngoi ra, Altria Group c 28,7% c phn mt trong nhng cng ty sn xut bia ln nht th gii, SABMiller, ni n c 3/11 gh trong ban gim c. N l mt thnh phn ca S & P 500 v l mt thnh phn ca ch s Dow Jones Industrial Average cho n ngy 19 thng hai 2008. Mt s sn phm ni bt ca Altria:

TRANG 1

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

Bng gii thiu chung v cng ty ALTRIA. Thnh lp Tr s chnh Website S lng nhn vin Ngi sng lp Sn phm 1902 6601 W. Broad St., Richmond, VA 23230 www.altria.com 9000 Philip Morris, Kraft Foods, Nabisco Holdings Corporation Thuc l v ru

TRANG 2

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

LCH S HNH THNH 1822 - George Weyman, ngi pht minh ra thuc l Copenhagen, m ca hng thuc l ca ng Pittsburgh. y l nn tng ca United States Tobacco Company trong tng lai. 1847 - Philip Morris, mt ngi bn thuc l v nhp khu x g, m mt ca hng London. 1854 - Philip Morris lm iu thuc u tin ca mnh. 1856 - John Middleton lp mt ca hng thuc l trung tm thnh ph Philadelphia. 1873 Philip Morris qua i. Margaret (v ng) v Leopold Morris (anh ng) tip qun s nghip v n nm 1880 th Leopold mua li ht c phn ca Margaret. 1902 - Philip Morris & Co, Ltd c thnh lp ti New York. 1919 Cng ty cho ra mt logo. 1924 Philip Morris cho ra nhn hiu thuc l Marlboro (hin l thuc l bn chy nht trn th gii) dnh cho ph n. 1931 - Thu nhp rng United States Tobacco Company t n $ 3 triu. Mc d vo thi k i suy thoi, n l mt trong nhng s t cc cng ty gi li tt c cc nhn vin v khng bao gi b l mt khon thanh ton c tc. 1933 - Philip Morris & Co, Ltd ha nhp cc lc lng lao ng trung tm sn xut ca n ti Richmond trc khi quyn cng nhn tr thnh lut hn 3 thp k. 1954 - Philip Morris & Co, Ltd nh v li thuc l Marlboro nh l mt thng hiu thuc l dnh cho nam gii.Trong lch s ban u ca mnh, Marlboro c qung co nh l mt loi thuc l dnh cho ph n v khng my thnh cng. Khi nhn li ca Philip Morris & Co, Ltd lm qung co cho thng hiu ny, Leo Burnett ngh thay i cch thc qung co v i tng khch hng. ng s dng mt anh chng Cowboy lm nhn vt i din cho thng hiu, to nn mt thng hiu c nhng tnh cch rt nam tnh, rt phong trn v mnh m. Chin dch qung co ny mang li nhng thnh cng ln v c p dng lin tc trong hn 50 nm tri. Cc qung co ca Marlboro khng ch to nn mt thng hiu tr gi hn 20 t -la M m cn to ra c mt hnh nh nc M tuyt vi, mt nc M trong m (American-Dream Country) vi cc chng cao bi phong trn, ho hng v rt lch lm.

TRANG 3

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

Tuy nhin, khng phi lc no chng ng pht trin ca i gia thuc l ny cng sun s. Nhiu ln b cnh tranh st vn t cc i th sng s khin nhng chng cao bi Marlboro "ln b xung rung". C ln b cnh tranh qu d di, Marlboro phi bn vi gi h 40 cent mi bao, vo ngy 2/4/1993 v l c sc ln cho nhng nh u t. Ngy v sau c coi nh "Ngy th su en ti ca Marlboro". Qung co thuc l Marlboro Ai Cp. V nh ni trn, thi thong li c mt v kin hng triu USD vi mt nh sn xut thuc l v tt nhin mt loi thuc bn chy nh Marlboros ca Phillip Morris lm sao trnh khi nhng ln phi hu to. Ch c iu, nhiu ln mt tin nhng nhng mc tiu c bn ca h vn t c. H vn tn ti v xng ln, ng cht ca nhng chng cao bi Marlboro 1967 - American Wine Growers ra mt "Ste. Michelle", loi ru vang c lm t nho trng min ng Washington. Cabernet Sauvignon, Pinot Noir, Semillon v Grenache Ros l nhng ging u tin c sn xut. 2003 - Philip Morris thay i tn thnh Altria Group, Inc. Nguyn nhn l do mt khi nhn hiu to nn hnh nh tiu cc th rt kh ci thin hnh nh . Thuc l l mt hng lun b t di s kim sot gt gao ca cc c quan lut php, do , ch gi li nhn hiu tt nht v loi b cc nhn hiu khc l iu c nh hng rt ln i vi hot ng kinh doanh ca cng ty. Chnh v l do ny m Philip Morris Companies i tn Altria Group thot khi hnh nh tiu cc ca nhn hiu c v bo v nhng nhn hiu khc nh Kraft. 2008 - Altria thay i a im tr s chnh n Richmond, Virginia. Trong vng 50 nm qua, t sut li nhun ca c phiu Altria lun gn gp i so vi t sut bnh qun ca c th trng. Vo nm 1957, khi bt u c ch s S&P 500, ch s chng khon ca 500 cng ty hng u th gii, Phillip Morris ngay lp tc chim v tr th nht, vt trn 499 cng ty khc v mt tng trng li nhun. Nu ngy , mt ngi b ra 1.000USD vo 1 qu u t ch s chng khon no , ngy nay ngi s c trong tay 140.000USD. Th nhng nu b 1.000USD mua c phiu ca Philip Morris th ngy nay ngi c 6 triu USD! Ti sao Philip Morris c th lm c iu k diu n vy? Mt trong nhng l do n gin nht c cc nh u t ln chuyn gia ng tnh l do doanh nghip ny hot ng trong ngnh thuc l, b cho l d tn thng nht. Do qu trnh giao

TRANG 4

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

dch c phiu din ra u n nhng khng lc no o t, gip c phiu ny lun trong th n nh. S ngi ht thuc l c th gim do mt s nc v ang ban hnh lnh cm ht ni cng cng cng nhng bin php hn ch khc, thi thong li c mt v kin hng triu USD vi mt nh sn xut thuc l...Nhng Phillip Morris vt qua tt c v mang v c tc trung bnh t nm 1992 ti nay l 5,2%, cao hn hn so vi mc trung bnh 1,9% ca nhm cc cng ty khc trong tp S&P 500. C tc lun m bo Mt iu tr tru l mi khi Philip Morris lm nn kiu th cc nh u t li quay v vi h ng o hn, b tin ra mua chng nhiu hn thay v bn tho nh vi cc trng hp thng thng khc. S d c iu l v mi khi b kin tng, c phiu ca h tc thi h xung cht t, do mt s nh u t "yu gan" v nh vn phi bn ra cho yn tm. Nhng nh u t di hi lin nhy vo, mua li vi gi hi v tin chc c ngy hng li ln. Bi h tha hiu, Phillip Morris s li hi phc nh vt qua tt c v mang v c tc trung bnh t nm 1992 ti nay l 5,2%, cao hn hn so vi mc trung bnh 1,9% ca nhm cc cng ty khc trong tp S&P 500. Ngy nay, khi cc v kin thuc l gim i phn no, gi tr c phiu ca Philip Morris li u n tng trng. Cng ty tuyn b, v c nhiu chuyn gia cng nh nh u t tn thnh, rng bt c lc no cng ty cng c th tng c tc cho c ng bng cch bn bt mt vi b phn ring l v u t vo nhng sn phm khng c hi cho sc kho dnh cho tng lai. 3 QU TRNH PHT TRIN 1.1 Giai on 1800- 1900 - Nm 1847 - Philip Morris, Esq, mt ngi bn thuc l v nh nhp khu x g tt, m mt ca hng London. - Nm 1856 - John Middleton thnh lp mt ca hng thuc l trung tm thnh ph Philadelphia. 1.2 Giai on 1901- 1950 - Nm 1902 - Philip Morris & Co, Ltd c thnh lp ti New York. - Nm 1929 - Philip Morris & Co, Ltd bt u sn xut thuc l ring ca mnh bng cch mua mt nh my Richmond, Va. - Nm 1931 - thu nhp rng United States Tobacco Company t n 3 triu $.

TRANG 5

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

- Nm 1935 - NAWICO (National Wine Company) c thnh lp Seattle v Grandview, Washington, v Pommerelle c thnh lp Seattle. Cc cng ty ny sau hp nht tr thnh American Wine Growers, tin ca Ste. Michelle Wine Estates hin ti. - Nm 1938 - c phiu u i ca Philip Morris & Co, Ltd c pht hnh ra cng chng. 1.3 Giai on 1951- 2000 - Nm 1958 - John Middleton kt thc kinh doanh bn l ca mnh tp trung vo sn xut v bn cc sn phm thuc l ring ca mnh. - Nm 1970 - Philip Morris Inc mua li Miller Brewing Company. - Nm 1974 - United States Tobacco Company i vo kinh doanh ru bng cch mua li Chateau Ste. Michelle, nh my sn xut ru vang ln nht ca Washington. - Nm 1985 - Philip Morris Cos c hp nht, tr thnh cng ty c phn cng khai v cng ty m ca Philip Morris Inc, mua li General Foods Corp - Nm 1988 - Philip Morris Cos mua li Kraft. - Nm 1989 - Kraft v General Foods kt hp hnh thnh Kraft General Foods. 1.4 Giai on 2001- nay - Nm 2002 - Miller Brewing Company sp nhp nh my bia vo nh my bia Nam Phi to thnh SABMiller, cng ty bia ln th hai trn th gii, cng vi Philip Morris Cos duy tr mt s gia tng li nhun lin tc trong nhm ln. - Nm 2007 - Altria nhn thy khng c nhiu li ch v quy m trong vic s hu cng lc mt cng ty thc phm v cng ty thuc l. Kt qu, Kraft c Altria chuyn giao li cho c ng ca cng ty thc phm ny. ng thi Altria mua li John Middleton, mt nh sn xut hng u x g ln lm bng my, t Bradford Holdings, Inc. - Nm 2008 Altria lo ngi thng hiu thuc l danh ting s b cng ty m hot ng trn nhiu lnh vc lm lu m, hng quyt nh tch Phillip Morris International thnh mt cng ty c lp v chia 100% c phn cho cc c ng hin hu ca mnh nhm ti c cu li doanh nghip, ct b nhng phn hot ng khng hiu qu hoc nhng phn khng kim sot c tng hiu qu hot ng ca cng ty. - Nm 2009 - Altria mua li UST Inc, mt cng ty sn xut kinh doanh v mua bn cc sn phm thuc l khng khi m thng qua U.S. Smokeless Tobacco Company v cc loi ru cao cp thng qua Ste. Michelle Wine Estates.

TRANG 6

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

VIN CNH S MNH Altria quan nim rng: Vic lm th no qun l vic kinh doanh cng quan trng nh kt qu kinh doanh t c. Altria kt hp s mnh v cc gi tr ca ca h vo mi kha cnh kinh doanh ca h v chin lc v lp k hoch, phn tch v a ra quyt nh v lm th no nh gi v khen thng nhn vin. S mnh v cc gi tr ca Altria phn nh h ang lm g cng nh l lm iu nh th no. Ti website ca cng ty gii thiu v mission nh sau: Bn gc: Our Mission is to own and develop financially disciplined businesses that are leaders in responsibly providing adult tobacco and wine consumers with superior branded products. Tm dch: S mnh ca chng ti l s hu v pht trin cc doanh nghip c tnh t ch v mt ti chnh m cc doanh nghip ny l dn u trong vic chu trch nhim cung cp thuc l cho ngi trng thnh v ru vang cho ngi tiu dng vi sn phm mang nhn hiu cao cp. Phn tch chung: Altria a ra mt s mnh l s hu v pht trin nhiu hn cc doanh nghip t ch v mt ti chnh v y ngi lnh o chu trch nhim v vic cung cp cc sn phm mang nhn hiu cao cp l thuc l cho ngi trng thnh v ru vang cho ngi tiu dng. Nh vy c th thy rng, thng ip m nh qun tr ca Altria mun gi gm qua bn tuyn b s mnh ny l Altria l mt thng hiu ln ca th gii v lun m rng pht trin mt cch n nh trn cc phng din chnh l quy m, sn phm v nng lc ti chnh. 1.5 Vin cnh Cng ty Altria khng c gii thiu v vin cnh chnh thc, do nhm chng ti da trn phn mision, cc gi tr v cc bo co hng nm phn tch r phn ny. 1.5.1 T tng ct li y chnh l iu m t chc bo v hay ng h, l l do t chc tn ti v n tn ti nh l ngun ch dn v kht vng ca cng ty. Khi Altria ngy cng m rng ra th gii v tr thnh mt cng ty a quc gia th y l cht kt dnh cng ty li vi nhau. N th hin hai yu t l gi tr ct li v mc ch ct li

TRANG 7

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

Gi tr ct li y l cc nguyn tc, nguyn l nn tng v bn vng ca t chc. iu ny khng c a ra r rng trong cc tuyn b v s mnh, cc gi tr hay cc bo co ca Altria, nhng n c ngm nh trong tt c cc iu trn. Thng qua bn tuyn b v s mnh, cc mc tiu chin lc ct li ca cng ty v cc gi tr th c th thy c mt gi tr c gi lm ct li trong , n c lp v khng h thay i vi mi trng hin ti, nhng chnh sch v quyt nh u mang hm th hin gi tr ny. Vi hn 111 nm tn ti th Altria xem mt trong cc gi tr ca h l quan trng nht l kht vng thnh cng - y chnh l gi tr ct li ca cng ty. iu ny c th c thy r khi m chng ta xem xt cc gi tr cn li, chng hn nh s chnh trc, tn trng th khi c kht vng thnh cng th cc gi tr ny mi c bo tn nguyn vn. Hay i vi cc gi tr nh s m bo v cht lng, s sng to v s chia s cng th, khi cng ty t v tr ca kht vng cho s thnh cng ln lm gi tr ct li th cc gi tr ny s lun c bo v v pht trin. Chung quy li, gi tr kht vng thnh cng ca Altria c ngm nh v th hin r c vai tr quan trong ca n trong tng bn tuyn b v s mnh hay cc gi tr ca cng ty. Mc ch ct li y l l do m t chc tn ti, n ni n nhng l do su sc hn cho s tn ti ca mt cng ty. T y, n dn dt mi hot ng ca cng ty v thi thc s pht trin theo hng ngy mt am hiu v p ng nhu cu, s thch a dng ca nhng tiu dng. Mc ch ct li ca ALTRIA chnh l cung cp cc sn phm tha mn tt nht nhu cu, th hiu ca khch hng trong phn khc th trng cng ty tin hnh kinh doanh trn nn tng kht vng thnh cng c th hin trong tt c cc kha cnh hot ng kinh doanh ca cng ty. 1.5.2 Hnh dung tng lai Altria s tr thnh nh dn u v vic chu trch nhim cung cp thuc l cho ngi trng thnh v ru vang cho ngi tiu dng. 1.6 S mnh

TRANG 8

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

1.6.1 nh ngha hot ng kinh doanh: Altria l ai? Altria Group l mt cng ty a quc gia c tr s ti Hoa K v l cng ty m ca Philip Morris USA, John Middleton, Inc, U.S. Smokeless Tobacco Company, Inc, Philip Morris Capital Corporation, v Chateau Ste. Michelle Wine Estates. N l mt thnh phn ca S&P 500 v l mt thnh phn ca ch s Dow Jones Industrial Average cho n ngy 19 thng 02 nm 2008. Altria to ra ci g? Altria to ra cc sn phm c thng hiu cao cp l thuc l v ru vang v to ra mt thng hiu hng u th gii vi vic s hu cc cng ty c tnh t ch v ti chnh. Altria mun g? Altria mun mang n cho khch hng ca mnh nhng sn phm mang thng hiu cao cp c th l thuc l dnh cho ngi trng thnh v ru vang dnh cho ngi tiu dng. Altria cn mang n mt hnh nh v s pht trin bn vng khi hng n mc ch l s hu v pht trin cc cng ty t ch v ti chnh. 1.6.2 Cc mc tiu chin lc Trong vic theo ui s mnh ca mnh th Altria thit lp cc mc tiu cho Altria group v cc cng ty con: (1) u t s lnh o: (Invest in leadership) Altria s u t vo nhng ngi xut sc, thng hiu hng u v cc bn lin quan bn ngoi quan trng i vi s thnh cng ca doanh nghip. + u t pht trin i ng lnh o bng cch thu ht, pht trin v gi chn cc nhn vin tt c cc cp m ch ng theo i s mnh ca cng ty. + u t lnh o v thng hiu: l tp trung cc ngun lc vo vic lnh o thng hiu trong cc danh mc m cng ty c hot ng cnh tranh. + u t vo cc i tc kinh doanh dn u: l xy dng mi quan h vi cc i tc kinh doanh bao gm nhng ngi trng, nh cung cp, nh phn phi, nh bn l nhm thc y cc hnh ng ph hp vi s mnh v cc gi tr ca cng ty. + u t cc cng ng: l gip cho cc cng ng, ni m cng ty hot ng, ni m cng ty c th thnh cng. (2) Gn kt vi x hi: (Align with society)

TRANG 9

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

Altria s tch cc tham gia trong vic gii quyt cc mi quan tm ca x hi m lin quan n vic kinh doanh ca h. + Gip gim vic s dng i vi ngi di tui v thnh nin, cng ty s xc nh v h tr cho cc chng trnh nhm gim bt vic s dng cc sn phm ca cng ty i vi ngi di tui v thnh nin. + Gip cc quy nh hp l: l h tr pht trin v thc hin cc quy nh ci thin y t cng ng v cng nhn quyn li ngi tiu dng v s thch c nhn. + p ng cc yu cu tun th: l tun th theo cc quy nh ca chnh sch php lut. + Gim tc ng n mi trng: l s gim tc ng ca cc doanh nghip ca Altria n mi trng v thc y tnh bn vng ca cc ngun ti nguyn m cng ty ph thuc. + Tham gia vi cc bn lin quan: l tham gia, i thoi ci m v trung thc vi cc bn lin quan vi doanh nghip. (3) p ng tiu dng cho ngi trng thnh (Satisfy adult consumers) Altria s a s hiu bit su sc ca h v thuc l cho ngi trng thnh v ru vang cho ngi tiu dng thng qua nhng sn phm tt v sng to hn m p ng c s thch ca h. + Hiu bit v thuc l dnh cho ngi trng thnh v ru vang dnh cho ngi tiu dng bng cch thng qua cc nghin cu th trng v s tng tc vi ngi dng c mt hiu bit su sc. + Cung cp cc sn phm c thng hiu cao cp v nhng kinh nghim bng cch pht trin cc sn phm mi v sng to vt qua s mong i ca ngi tiu dng. + Gim nh hng sc khe ca vic s dng thuc l bng cch pht trin sn phm thuc l v cng phi hp vi FDA. + Th trng c trch nhim xy dng cc mi quan h gia cc thng hiu v kin ca ngi tiu dng. + Trao i v s nh hng n sc khe: trao i thn mt v trung thc v tc hi ca cc sn phm. + Cung cp thng tin v s t b: gip kt ni nhng ngi quyt nh t b thuc l vi thng tin t cc chuyn gia. + Chu trch nhim v vic tiu th ru: xc nh v h tr cc chng trnh gip thc y vic tiu th ru c trch nhim.

TRANG 10

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

(4) To ra gi tr ng k cho cc c ng: (Create substantial value for shareholders) Altria s thc hin k hoch kinh doanh to ra s tng trng bn vng v to ra li nhun ng k cho cc c ng. + Trch nhim ti a ha li nhun l pht trin thu nhp bng cch u t vo cch thng hiu mnh ca cng ty trong vic kim sot chi ph hiu qu. + Ti a ha li nhun t cc khon u t khc: l m bo cc u t ngoi thuc l l mang li mt mc li nhun hp dn. + Thng c ng: tr li mt s lng ln tin mt cho c ng, ch yu thng qua c tc. + Duy tr mt bng cn i kt ton mnh: bo v mc xp hng tn dng ca cng ty u t, gi gn c hi vi th trng vn v m bo dng tin c to ra bi cc cng ty iu hnh. 1.6.3 S t chc: Hot ng kinh doanh ca cng ty Altria hin nay c th hin qua s t chc sau:

Altria
Phillip Morris Capital Corporation

Phillip Morris USA

US Smokeless Tobacco Company

Ste.Michelle Wine Estates

John Middleton

Trong : Cng ty Phillip Morris USA: Chim gn mt na th phn thuc l M. Cung cp sn phm thuc l cho ngi tiu dng, vi nhn hiu dn u l Marlboro, tip n l Basic, L&M, Parliament v Virginia Slims.

TRANG 11

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

Cng ty US Smokeless Tobacco Company: Dn u th gii trong sn xut v th trng tiu th thng qua vic cung cp sn phm thuc l khng khi m. Copenhagen v Skoal l hai nhn hiu dn u trong sn xut thuc l khng khi cht lng cao ti M Cng ty Ste.Michelle Wine Estates: Nm trong top 10 nh sn xut ru cht lng cao ti M. Vi nhng nhn hiu ni ting nh: Chateau Ste.Michelle, Columbia Crest, Cng ty Phillip Morris Capital Corporation: L 1 cng ty u t, qun l danh mc u t ti sn cho thu, bao gm phi c quc t v ni a, nh my in v bt ng sn. Vi danh mc u t ti sn to ra thu nhp, dng tin mt v hon thu cho cng ty Altria. PMCC gim st cht ch cc nguyn tc c bn kinh doanh trong phn khc th trng i din bi danh mc u t cho thu cng nh cc xu hng di hn nh hng n bn thu v ti sn danh mc u t. PMCC cn tp trung vo vic qun l danh mc u t ti sn cho thu ti a ha li nhun v lung tin t ti sn thu nhp, cng nh bn ti sn v cc hot ng lin quan. Cng ty John Middleton: Cung cp sn phm thuc l c lm t my v dng iu x g. Black&Mild l nhn hiu ln th hai M v lng bn thuc l c lm t my. Nhng nhn hiu thuc l dng iu x g ln gm: Prince Albert, Carter Hall , 1.6.4 Cam kt vi cc gii hu quan: Ti Altria, chng ti tha nhn rng cc cng ty thuc l ca chng ti to ra cc sn phm c hi, v chng ti bit rng lm vic trong ngnh cng nghip thuc l khng phi dnh cho tt c mi ngi. Do , cng ty chng ti a ra cc cam kt vi cc gii hu quan nh sau: (1) Vi khch hng: Cng ty cam kt cung cp cho khch hng nhng sn phm: + p ng nhu cu ca khch hng. + m bo cht lng + Thng hiu cao cp. (2) Vi nhn vin:

TRANG 12

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

Cng ty cam kt : + u t vo mi nhn vin trong cng ty pht trin kh nng lnh o ca mi c nhn v cc k nng cn thit gii quyt nhng thch thc trong cng vic. + To thch thc, kinh nghim lin quan n ngh nghip khc bit so vi cc cc cng ty khc. + Chi tr lng tng xng vi cng vic mi nhn vin m nhn. + m bo an ton lao ng, to mi trng vi nhng iu kin lm vic tt. (3) Vi cc c ng: Cng ty cam kt : + m bo s tng trng bn vng ca cng ty nhm to ra li nhun ng k cho cc c ng. + Chnh sch phn chia li nhun ph hp trong tng thi k. (4) Vi Chnh Ph: Cng ty cam kt: + Tch cc ng h v tham gia vo cc chnh sch lin quan n cng ty ca mnh. + Ngoi ra, cn tham gia vo qu trnh lp v quy nh cc chnh sch lin quan n doanh nghip. (5) Vi nh cung cp: Cng ty cam kt tin hnh hp tc lu di, bn vng thng qua vic nht tr v gi c, thi gian,.... gia hai bn. (6) Vi x hi: Cng ty cam kt vi x hi s tch cc tham gia trong vic gii quyt nhng vn ca x hi lin quan n hot ng kinh doanh ca cng ty. Thng qua mt s hot ng tiu biu: gim tc ng xu n mi trng, gim s lng ngi cha tui tiu th sn phm,..

TRANG 13

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

1.7

Cc gi tr: Gi tr ca chng ti hng dn hnh vi chng ti khi chng ti theo ui s mnh ca mnh v cc chin lc kinh doanh. (1) Tnh chnh trc, s tin cy, tn trng ( Integrity, trust and respect) Chng ti tin rng vic vn hnh tt ca cng ty da trn tnh chnh trc, s tin cy v tn trng ca tt c cc c nhn cng nh cc cng ty con. + Chng ti tin hnh hot ng ca mnh trong phm vi tinh thn v cng vn ca php lut, quy nh, tha thun v nhng chnh sch chi phi. + Chng ti trung thc vi nhau v vi c cc bn lin quan, tit l y tt c cc thng tin thch hp v khng ch vy m cn chng thc quan im ca chng ti a ra. + Chng ti can m lm nhng iu ng. (2) Kht vng thnh cng: (passion to succeed) Chng ti th hin kht vng thnh cng trong tt c cc kha cnh hot ng kinh doanh ca mnh. + Chng ti mang s lc quan, ch ng v cng hin n vi cng vic ca mnh, biu hin s t tin v kh nng ca mnh thnh cng. + Chng ti khng ngng nng cao k vng ca mnh cho nhng g c th thc hin c v khuyn khch xy dng s khng bng lng vi nhng kt qu chng ti t c. + Chng ti p dng nhng bi hc ca mnh cho tng lai, bng cch s dng bi hc ca c thnh cng v tht bi nh mt bn p tip tc thnh cng. (3) Thc hin m bo cht lng. (Executing with quality) Chng ti tin tng thc hin m bo cht lng bng s hiu bit v p ng cc s thch tiu dng thuc l ngi trng thnh t cc cng ty con. + Chng ti ln k hoch hp tc m bo tnh nht qun v t c mc tiu ra.

TRANG 14

NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

+ Chng ti thi hnh bng cch ni v nhng g chng ti s lm, lm nhng g chng ti ni v ghi chp li nhng kt qu. + Chng ti thit lp trch nhim gii trnh r rng em li li ch i cho c ng.

(4) Thc y sng to vo tt c mi th chng ti lm (Driving creativity into everything we do) Chng ti tin rng vic thc y sng to vo tt c mi th chng ti lm, kt qu trong i mi v ci tin lin tc cho nhng ngi tiu dng thuc l tui trng thnh ca cc cng ty con v cho cc qu trnh kinh doanh ca chng ti. + Chng ti khuyn khch tt c mi ngi suy ngh v nhng iu khc nhau v ngh v s khc nhau ca nhng iu , mang li thch thc mnh ln tt c mi th chng ti lm. + Chng ti xy dng v pht trin nhng tng thng qua hp tc lnh o v hon ton s dng cc ti nng trong cc cng ty ca chng ti + Chng ti tip nhn nhng tng mi v hoan nghnh nhng ngi dm ngh khc. (5) Chia s vi nhng ngi khc (Sharing with others) Chng ti tin rng trong vic chia s vi nhng ngi khc, gii phng cc ngun nng lng to ln ca mi ngi, l mt lc lng ng gp cho tt p ca cng ng trong thi gian chng ti sng v lm vic. + Chng ti cam kt hnh thnh mi trng ni m mi ngi c th ng gp thi gian, nng lng choi gia nh, hng xm, ng nghip v cng ng ca h.. + Chng ti chia s nhng tng, kin v k nng mt cch ci m v khng ch k, c trong nhng cng ty chng ti cng nh vi nhng ngi tng tc trong giao dch kinh doanh ca chng ti, trong tinh thn thc s ca s hp tc.. + Chng ti thc y nim t ho v pht trin s chuyn nghip c nhn.

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NHM ALTRIA MN QTCL

GVHD: TS. NGUYN XUN LN

+ Nh mt gia nh ca cc cng ty, chng ti ghi nhn v nm ly vai tr ca mnh l c trch nhim, c lin quan v lnh o cng cng.

TRANG 16