MASAN

CONSUMER

Bi bo co mn
Kinh t hc

Nhm thc hin: Duy Tn, Huyn Trm, Bo Ngc, Kiu Ngn, Bo Quyn, Kim Nht

NI DUNG CHNH
PHN 1

Gii thiu
v Masan
Consumer

PHN 2

Cu trc
th trng

PHN 3

Phn tch
tnh hnh
ti chnh

PHN 4

PHN 5

Chnh
sch
gi

Gii php
nng cao
li nhun

PHN 6

nh hng
n cng
Chu u
n doanh
nghip

GII THIU V
MASAN CONSUMER

TNG QUAN

CHC NNG

NHIM V

CHC NNG

MC TIU

The Now

Cng ty CP Hng Tiu Dng

Masan chuyn kinh doanh trong
lnh vc ch bin thc phm v
xut nhp khu.
Mc tiu l tr thnh mt cng
ty hng tiu dng dn u Vit
Nam xt v doanh s, li nhun
v s nhn bit thng hiu

SN PHM

MC TIU

The Now

TH TRNG NC
TNG
TNH CNH TRANH CA
NGNH

TH PHN

CU TRCTH TRNG

CU TRC
TH TRNG

TH TRNG NC TNG
The Now

Hng lot doanh nghip tham gia vo th trng

Trn 100 nhn hiu ang tham gia vo th trng

gia v

Mc tiu th gia v ca cc gia nh ti Vit Nam

vn cn t mc trung bnh

Lng cu t c gin theo gi v thu nhp

TNH CNH TRANH TRONG NGNH

The Now

Ti Vit Nam cng c nhiu doanh nghip sn xut nc

tng v nc chm nhng hu ht quy m cn nh, cha
c c thng hiu, uy tn cht lng trn th trng.

Cc i th cnh tranh trong nc nh: Trung Thnh, Nha

Trang, Trung Nam Sn nhng vi quy m nh.

Cc i th ln: Vina Acecook Yamasa Corp USA,

Kikkoman Food Inc, Kamada American, Mid Pac Food
Inc..

TNH CNH TRANH TRONG NGNH

The Now

Ti Vit Nam cng c nhiu doanh nghip sn xut nc

tng v nc chm nhng hu ht quy m cn nh, cha
c c thng hiu, uy tn cht lng trn th trng.

Cc i th cnh tranh trong nc nh: Trung Thnh, Nha

Trang, Trung Nam Sn nhng vi quy m nh.

Cc i th ln: Vina Acecook Yamasa Corp USA,

Kikkoman Food Inc, Kamada American, Mid Pac Food
Inc

TH TRNG NC NGOI
The Now

TH PHN CNG TY
The Now

CU TRC
TH TRNG

C S XC NH CU TRC TH TRNG

TH TRNG CNH TRANH

C QUYN

c im sn phm: Nc tng chin-su ngon n git cui cng v em n cho ngi tiu
dng mt loi nc tng thm ngon, v sc khe c nh.

Ro cn thm nhp: c tnh sn phm l cc mt hng gi tr nh v d b sao chp, yu cu v

vn v cng ngh khng ln nn ro cn thm nhp ca ngnh l rt thp

Sn phm dch v thay th: Vi danh mc cc sn phm rt a dng ,cc sn phm, dch v
thay th rt nhiu, chi ph chuyn i thp v s khc bit ln nhau khng ln.

Quyn lc nh cung cp: Hin c rt nhiu nh cung cp v v th Masan Consumer khng b

ph thuc vo bt k nh cung cp ring l no

Quyn lc khch hng: Khch hng ca Masan Consumer kh a dng v doanh s

khng b ph thuc vo khch hng chnh no c.

S hng tham gia trong ngnh: C rt nhiu hng tham gia v c nhiu doanh nghip cnh tranh
nhau thu ht cng mt nhm khch hng

Gi: Tun theo nguyn tc i a ha li nhun khi MR=MC

 TH MINH HA C S XC NH GI
The Now

CU TRC TI SN

DOANH THU

T SUT SINH LI

PE/ EPS

KH NNG THANH TON

PHN TCH
TNH HNH
TI CHNH

CU TRC TI SN
The Now

100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
ti sn di hn

30.00%
20.00%
10.00%
0.00%
2009

2010

Cu trc ti sn

2011

2012

ti sn ngn hn

CU TRC NGUN VN
The Now

100%
80%
60%
VCSH

40%

NPT

20%
0%

2009

2010

2011

Cu trc ngun vn

2012

DOANH THU
The Now

Doanh thu
12,000,000
10,000,000
8,000,000
6,000,000

Doanh thu

4,000,000
2,000,000
0
2010

2011

2012

TNG TRNG DOANH THU-LI NHUN

The Now

SO SNH DOANH NGHIP CNG NGNH

The Now

LI NHUN GP
The Now

LI NHUN RNG
The Now

ROA
The Now

60.00%
50.00%
40.00%
30.00%

LNRB

20.00%

ROA

10.00%
0.00%

2010

2011

ROA

2012

ROE
The Now

90.00%
80.00%

70.00%
60.00%
50.00%
40.00%

ROE

30.00%

ROA

20.00%
10.00%
0.00%
2010

2011

2012

T S P/E
The Now

P/E
1,000
800
600

P/E

400
200
0
2010

2011

2012

EPS
The Now

EPS
40.00
35.00
30.00
25.00
20.00

EPS

15.00
10.00
5.00

0.00
2010

2011

2012

KH NNG THANH TON

The Now

10,000,000,000,000
9,000,000,000,000
8,000,000,000,000
7,000,000,000,000

6,000,000,000,000

TSNH
NNH
HTK

5,000,000,000,000
4,000,000,000,000
3,000,000,000,000
2,000,000,000,000
1,000,000,000,000

0
2010

2011

2012

KH NNG THANH TON

The Now

4.00
3.50
3.00
2.50
KNTT nhanh
KNTT hin thi

2.00

1.50
1.00
0.50
0.00
2010

2011

2012

KT LUN

TSDH tng,
TSNH gim

Vn ch s hu
tng

ROA, ROE khng

my kh quan

Kh nng
thanh ton gim

CHNH SCH
NH GI

CCH XC NH GI
The Now

TH TRNG CNH TRANH

C QUYN

Trong ngn hn mi DN c mt ng cu dc xung

v cc sn phm khc nhau.
Mi mt doanh nghip l mt "ngi t gi" cho sn
phm ca mnh v t mt mc gi tng ng vi
mc sn lng ti a ho li nhun
Trong di hn, s tn ti ca siu li nhun s cun
ht s gia nhp mi, iu lm gim cu v sn
phm ca mi DN v loi tr LN cao
iu ny buc mi DN phi t gi bng chi ph sn
xut trung bnh tip im gia ng cu ca doanh
nghip v ng chi ph trung bnh ca n.

CCH XC NH GI CA MASAN
The Now
Nm

2010

2011

2012

Qu

FC

VC

TC

171,553

514,784

686,337

171,553

514,833

686,386

171,553

514,892

171,553

MC

MR

Pr

AFC

AVC

AC

TR

2.39

7.17

9.56

71,797

10.0

717,970

0.01

2.26

6.78

9.04

75,934

10.5

797,307

19.18

110,921

686,445

0.03

2.21

6.63

8.84

77,661

11.0

854,271

32.98

167,826

515,447

687,000

1.27

2.20

6.6

8.80

78,098

12.0

937,176

189.71

250,176

171,553

515,519

687,072

6.6

2.20

6.6

8.80

78,109

12.5

976,363

3,562.41

289,290

171,553

515,587

687,140

1.65

4.95

6.60

104,159

13.5

1,406,147

16.50

719,006

171,553

651,751

823,304

17.91

1.53

5.83

7.36

111,762

13.8

1,542,316

17.91

719,012

171,553

698,547

870,100

28.48

1.51

6.16

7.67

113,405

14.0

1,587,670

27.60

717,570

171,553

765,952

937,505

822.01

1.51

6.75

8.26

113,487

14.5

1,645,562

705.99

708,057

171,553

943,778

1,115,331 354.23

1.50

8.28

9.78

113,989

16.0

1,823,824

355.10

708,493

171,553

1,123,419 1,294,972 16331

1.50

9.85

11.35

114,000

17.5

1,995,000

15,561.45

700,028

171,553

1,184,145 1,355,698 146.28

1.50

10.35

11.85

114,415

18.0

2,059,473

155.30

703.77

31,633

PHN BIT GI CP 1
The Now

Tng li nhun bin i by

gi l vng nm gia ng
cu v ng chi ph bin

V mi KH phi tr chnh xc mc m h sn sng tr,

ng doanh thu bin khng cn c ngha cho quyt nh
sn lng ca hng.
Thay vo doanh thu b sung t mi n v sn phm
bn thm n gin l gi cho n v v do c cho
bi ng cu.
Do , li nhun t vic sn xut v bn thm mt n v
sn phm by gi l s khc nhau gia cu v chi ph bin.

Khi cu vt qu chi ph bin, hng c th tng li nhun

bng cch m rng sn xut v n s lm nh vy cho n
khi t mc sn lng Q** ti cu bng chi ph bin.

PHN BIT GI CP 1

Tng li nhun tng ln rt

nhiu v ton b thng d tiu
The Now
dng thuc v hng.

CHIM OT THNG D TIU DNG

The Now

M rng th trng phn

khc cp cao v trung cp
nhm tng doanh thu v
chim ot thng d

CHIM OT THNG D TIU DNG

The Now

Nhn hiu

Chinsu nh v phn khc cp

cao vi gi cao ng thi m
rng Tam Thi T phn khc
trung cp vi gi thp hn

Kch c

Gi

300ml

8.000

250ml

8.000

500ml

14.000

500ml

8.000

650ml

9.500

4. Nc tng Tam Thi T Nh Ca

500ml

5.000

5. Nc tng Tam Thi T V Ti t

250ml

7.500

1. Chinsu Siu Ca

2. Chinsu Np Ci Hoa Vng

3. Nc tng Tam Thi T Nht Ca

The Now

GII PHP NNG

CAO LI NHUN

TI A HA LI NHUN
The Now

Ti thi im qu 3 nm 2011 DN
ti a ha li nhun khi MR=MC
vi mc sn lng Q=111.762
ngn SP v gi bn P=13.800

CC BIN PHP KHC TNG LI NHUN

The Now

Tit kim, ch ng nguyn

vt liu trc tip v tng
cng kim sot cht lng

Huy ng thm vn kinh

doanh v s dng mt cch
hiu qu

BIN PHP

Cng c v pht trin i

ng qun l iu hnh c
kinh nghim quc t

y mnh cc hot ng
Marketing nhm qung b
thng hiu v gia tng th
phn

NGUYN VT LIU V KIM SOT

The Now

Masan Consumer cn
phi thit lp c mi
quan h bn vng vi cc
nh cung cp nguyn vt
liu m bo c v cht
lng v s lng vi
mc gi hp l nht ti
a ha li nhun.

Masan Consumer cn u
t rt k v pht trin ln
thnh 1 quy trnh kim tra
nghim ngt qua nhiu
giai an nhm bo m
sn phm c c cht
lng tt v ng nht.

HUY NG VN & S DNG HIU QU

The Now

Cng thc ca Masan l

kt hp tri thc bn a,
chuyn mn quc t v
ngun vn mnh thng
qua vic mua bn v sp
nhp (M&A) cc cng ty
Vnh Ho v Vinacafe
Bin Ha.

i km vi cc thng v
gia tng ti sn qua M&A
c chn lc v tnh ton
cn thn, Masan cn tip
tc thc thi vic qun l
v kim tra, gim st vic
lm n mt cch chuyn
nghip hn.

CNG C V PHT TRIN NHN S

The Now

Y MNH CC HOT NG MARKETING

The Now

To sn phm mi thit k bao b

Pht trin knh phn phi
Qung co - PR Khuyn mi
p dng quy trnh sn xut cng ngh hin i

The Now

TC NG
KHNG HONG
N CNG CHU
U N DOANH
NGHIP

I NT V TNH HNH KHNG HONG N CNG CHU U

The Now

nh hng ca khng hong tc ng xu ln dng u t nc ngoi

(FDI) ngay ti cc nc thnh vin EU v cc nc ang pht trin.

Nm 2012, ch s tiu dng c gim 1,4%, Php gim 0,8%, Rumani

gim 0,5% so vi nm 2011.

Tng trng GDP ca khi cc nc Eurozone nm 2012 ch t khong

0,2%, y ban Chu u cho rng kinh t ca 17 nc trong khu vc ng
euro s gim 0,3% trong nm 2013.

Trong khi kinh t ca 27 nc thnh vin EU tng trng bnh qun 0,1%,
gim 0,4% so vi d bo trc y.

D kin nm 2013 mt s nn kinh t ln ca Chu u l Php c d

bo tng trng 0,1%, c tng trng 0,5% v Anh 1%.

Trong khi nn kinh t Ty Ban Nha v c kh nng b thu hp li, t l

tht nghip khu vc ng eurozone s ln n 12,2% trong nm 2013 trc
khi gim nh trong nm 2014

Tc ng khng hong n cng Chu u i vi xut khu Vit

Nam v ngnhThehng
Now tiu dng
nh hng tiu cc n cc hot ng hp tc kinh t-thng mi
v u t gia cc nc EU vi Vit Nam trong thi gian qua.

ng Euro yu ng nhin s dn n vic xut khu ca Vit

Nam vo khu vc ng euro gim bt. Nhng c th thy, cho n
nm 2012, th trng EU ch chim khong 18% trong tng kim
ngch xut khu ca Vit Nam.
D kin tc ng ca khng hong n cng ti khu vc ng euro
nm 2013 s ch nh hng mc thp n hot ng xut khu
ca Vit Nam ni chung v ngnh hng tiu dng ni ring

Phn tch nh hng tc ng n sn phm/ gi bn

The Now

Phn tch nh hng tc ng n sn phm/ gi bn

The Now

Kt lun: y l mt hng tiu dng thit yu nn theo nhn nh ca nhm th khng

hong n cng Chu u khng nh hng nhiu ngnh hng ny.

Cm n C v cc bn lng nghe!

MASAN
CONSUMER

Nhm thc hin: Duy Tn, Huyn Trm, Bo Ngc, Kiu Ngn, Bo Quyn, Kim Nht