Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

HOCH NH CHIN LC MARKETING CHO CNG TY XY DNG THNH VINH

PLANNING MARKETING STRATEGIES FOR THNH VINH CONSTRUCTION COMPANY SVTH: Phm Th Hong L
Lp 05KX1, Trng i hc Bch Khoa

GVHD: ThS. Nguyn Th Thu Thy

Khoa Qun L D n, Trng i hc Bch Khoa
TM TT Chin lc marketing trong xy dng l tp hp nhng phng hng chung nht, c bn nht hng dn cc hot ng marketing ca cng ty xy dng. Mc ch chnh ca bi bo co ny l nghin cu, phn tch tnh hnh thc t cc hot ng marketing trong Cng ty xy dng Thnh Vinh nhm hoch nh chin lc marketing cho cng ty vi mc ch m rng th phn v thm nhp th trng. ti ng dng phng php ma trn SWOT phn tch im mnh, im yu, c hi v nguy c v s dng m hnh 5 lc lng cnh tranh phn tch kh nng cnh tranh trn th trng mi thm nhp; t hoch nh chin lc Marketing da trn mc tiu ra v tim nng thc t ca doanh nghip. ng thi, ti cn s dng phng php phn trm doanh thu v chia nh hot ng tnh chi ph marketing. ABSTRACT Marketing strategy for construction is a set of most general and basic directions to guide marketing activities in construction companies. The main purpose of this report is to study and analyze the actual marketing activities in Thanh Vinh construction company in oder to plan marketing strategies with the aim at market share expansion and market penetration.This report applies SWOT Matrix method to to analyze strengths, weaknesses, opportunities and threats and uses Five Forces Analysis to analyze competive in market. From these analyses, we plan marketing strategies based on the proposed aims and actual potential of company. We also use percentage sale and splitting activities method to calculate marketing costs.

1. t vn Hin nay, cc hot ng trn th trng xy dng ang cnh tranh ht sc gay gt, cc hot ng u thu, thng thu v li nhun thu v phi m bo cho s tn ti v pht trin ca doanh nghip. Mt phng thc ti u gip cc doanh nghip hng n mc tiu ra v t c kt qu nh mong mun l hoch nh chin lc Marketing. Chin lc Marketing l chin lc chc nng, nn tng cho vic xy dng cc chin lc khc trong doanh nghip nh chin lc sn xut, chin lc ti chnh gip cho doanh nghip nh hng c hot ng kinh doanh ca mnh. 1.1. Mc tiu nghin cu p dng chin lc Marketing vo lnh vc xy dng; c th l hoch nh chin lc Marketing cho Cng ty xy dng Thnh Vinh. 1.2. Phng php nghin cu S dng ma trn SWOT phn tch v a ra cc hng chin lc, s dng ma trn hnh nh cnh tranh phn tch kh nng cnh tranh gia cng ty vi cc i th trn
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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

th trng ang chim gi; dng m hnh nm lc lng cnh tranh nh gi kh nng cnh tranh ca cng ty trn th trng mi. Cui cng, xut chin lc Marketing cho cng ty theo mc ch Marketing t ra v tnh chi ph cho hot ng ny. 2. Ni dung nghin cu 2.1. Gii thiu chung v Cng ty xy dng Thnh Vinh 2.1.1. Thng tin c bn v cng ty Cng ty xy dng Thnh Vinh c tr s chnh t ti s 253 ng Phan Chu Trinh, thuc thnh ph Bun Ma Thut, thnh lp ngy 31 thng 01 nm 2002. Lnh vc hot ng: Kinh doanh bt ng sn, mua bn vt liu xy dng; xy dng cng trnh giao thng, dn dng, cng nghip, thy li; lp t thit b, h thng in, bm, ng nc; trang tr ni ngoi tht. 2.1.2. Tnh hnh ti chnh v cc ch tiu ti chnh
Bng 1: Cc ch tiu ti chnh CH TIU Doanh Thu Thun Gi Vn hng bn Li nhun gp Doanh thu t HTC Chi ph ti chnh Chi ph QLDN LN thun t HKD Thu nhp khc Chi ph khc Li nhun khc Tng li nhun trc thu Chi ph thu TNDN Li nhun sau thu Li nhun gp bin LN rng bin 2,992 7.245 2.028 5.216 0,16 0,11 9.430 2.640 6.790 0,11 0,07 2005 46.830 39.245 7.585 35,338 61,650 375,722 7.245 2006 92.969 82.828 10.141 78,621 386,578 789,195 9.430 n v tnh: triu vn 2007 130.689 115.074 15.614 91,934 648,694 700,030 15.006 46,682 65,949 -19,267 15.006 4.201 10.804 0,12 0,08 2008 99.437 85.413 14.024 75,065 538,087 681,946 13.417 136,363 2.747 -2.610 13.417 3.756 9.660 0,14 0,10 71.880 20.126 51.754 0,44 0,31 2009 165.983 93.267 72.715 96,349 329,916 931,577 71.880

Cng ty duy tr tng trng doanh thu v li nhun lin tc trong 5 nm gn y, mc d ang chu nh hng ca thi k khng hong kinh t. iu ny cho thy s thnh cng trn lnh vc kinh doanh, cng nh s nhy bn ca ban lnh o trong qu trnh qun l u t v iu hnh hot ng cng ty. y l mt trong nhng th mnh gip cng ty d dng thm nhp th trng; ng thi bo m v ti chnh khi thc hin chin lc mi. 2.1.3. V th v kh nng cnh tranh ca cng ty Xy dng ma trn hnh nh cnh tranh v tnh im so snh kh nng cnh tranh
YU T THNH CNG TRONG NGNH Cng Ty CT CPXD Cng Ty XD Cng Ty XD CPXD v KD Nh Vit Nguyn Trng Thnh Vinh aklak aklak s nh im nh im nh im nh im gi s gi s gi s gi s 0,2 2 0,40 2 0,40 3 0,60 4 0,80

TT

1 Kh nng tm kim hp ng

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

2 Mc hin i ca thit b 3 Kh nng p ng yu cu CT 4 Kh nng huy ng ti chnh 5 KN huy ng NVLnhanh nht 6 KN thch ng bin ng ca TT 7 Cht lng cng trnh 8 Lng trung thnh ca khch hng 9 Chi ph xt trn 1CT cng quy m 10 Cc chnh sch li ko khch hng TNG S

0,15 0,1 0,1 0,05 0,1 0,1 0,05 0,1 0,05 1

3 4 3 4 3 4 3 2 2

0,45 0,40 0,30 0,20 0,30 0,40 0,15 0,20 0,10 2,9

3 2 3 2 3 3 2 3 1

0,45 0,20 0,30 0,10 0,30 0,30 0,10 0,30 0,05 2,5

2 4 3 2 2 4 2 1 2

0,30 0,40 0,30 0,10 0,20 0,40 0,10 0,10 0,10 2,6

3 3 2 1 2 4 2 2 3

0,45 0,30 0,20 0,05 0,20 0,40 0,10 0,20 0,15 2,85

Qua ma trn trn, ti nhn thy Cng ty Xy dng Thnh Vinh c kh nng cnh tranh rt cao so vi cc i th khc, tuy nhin vn c nhiu yu im. thc hin mc tiu ca mnh, Cng ty Thnh Vinh cn phi c nhng chin lc c th v phng hng i ng n. 2.2. Thc trng Marketing trong Cng ty xy dng Thnh Vinh Hot ng Marketing trong cng ty hin nay l t hnh thnh cc cp lnh o v phng ban chc nng, khng phn r cc cng vic, khng xy dng phng ban marketing ring, do vy vai tr v tc dng ca marketing vn cha c cng ty khai thc trit . 2.3. Xy dng chin lc Marketing cho Cng ty xy dng Thnh Vinh Trc khi xy dng cc chin lc cho cng ty Thnh Vinh, dng m hnh SWOT phn tch cc im yu, mnh, c hi v nguy c; t kt hp cc yu t xut phng hng c th.
Nhng c hi ( O) Nhng nguy c ( T) O1: Th trng vt liu xy dng ang trong tnh trng T1: Trnh qun l v gim st cc d n ca nhn cung nh hn cu. vin trong cng ty cha tt, kh qun l cng lc O2: Tim nng ca cc i th trn th trng tiu th nhiu cng trnh, nhiu hot ng. cha mnh T2: Hot ng u thu cnh tranh gay gt, cng ty vn ang s dng hnh thc tranh thu gi thp, O3:Cng ty c v tr gn ngun mua nguyn vt liu. nhng cha xt n kh nng m bo li nhun O4: Nhu cu v xy lp ca khch hng ngy mt tng trong tng d n. ln, m ra nhiu c hi cho cng ty. T3:Nhiu cng ty ang dn dn thm nhp vo th O5: Khu vc th trng chnh c mc hp dn cao. trng ang chim gi, p lc v mi e da v s O6: Pht hin nhiu th trng mi cn non tr. cnh tranh trong tng lai nng hn. Nhng im mnh ( S) Nhng im yu ( W) S1: My mc thit b hin i, m bo c qu trnh W1: Thiu i ng c chuyn mn v qun l v xy lp, kh nng cnh tranh cao. gim st cc cng trnh S2: Cng ty ang chim lnh c th trng vt liu xy W2: Cha c i ng chuyn nghin cu tnh h nh dng, gn nh c quyn v phn phi n cc i l vt v hoch nh cc chin lc cho cng ty liu trong tnh. W3: Cng ty XD Vit Nguyn hin ang l i th S3:Cc cng trnh xy dng c chng nhn m cnh tranh gay gt bo cht lng. W4: Cng Ty CPXD v KD Nh aklak v Cng S4: c nh gi l cng ty chm sc khch hng tt Ty CPXD aklak ang pht trin mnh dn v cng nht ti aklak. c xu hng thm nhp th trng aknng.

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

Sau khi phn tch cc yu t, bo co vch ra mc tiu marketing l an ton trong kinh doanh, m rng th phn v thm nhp th trng, 3 th trng cn thm nhp v chim lnh trong giai on 2010 2015: aknng, Lm ng, Ph Yn. 2.3.1. Chin lc an ton trong kinh doanh Tng tc thanh quyt ton cng trnh sau khi bn giao cng trnh. o to nng cao k nng sng to cho k s xy dng trong cng ty Thnh lp i ng chuyn lm nhim v tm hiu tnh hnh bin ng trn th trng v i th cnh tranh ang tn ti hoc va mi thm nhp. 2.3.2. Chin lc cnh tranh
Chin lc thm d khch hng, i th cnh tranh

Tm hiu mong mun ca ch u t v cng trnh sp u thu. Da vo nhng yu t , a ra phng n thi cng ph hp vi cng trnh v yu cu ca ch u t. Tm hiu v i th cnh tranh, kh nng phc v ca h, so snh gia mnh vi i th, c nhng vt tri g, khi tham gia d thu a vo h s cc yu t .
Chin lc tranh thu gi thp

Tn dng li th c quyn v kinh doanh nguyn vt liu ca cng ty trn th trng ang chim gi, mua gi thp t gc nn gim c chi ph nguyn liu so vi i th, ng thi gim cc chi ph v vn chuyn, lp t thit b; chp nhn mc li thp nhng li nhun c th cao nh vo thu c nhiu cng trnh Chin lc gi cao: Ty tng trng hp v tn dng u im ca cng ty, a ra chin lc gi cao, nhm thu li li nhun cao, ng thi trch ly vn h tr cc hot ng cho tng lai. Chin lc lin doanh lin kt: Trn th trng ti Ph Yn, c mt s cng ty mnh hn, do sau khi xt kh nng trng thu ca mnh xong, nu khng kh nng, nn thc hin chnh sch lin doanh lin kt tng thm sc mnh, nng cao kh nng thng thu. Chin lc tng kh nng thng thu nh gi mc thng nhu trc khi quyt nh c tham gia tranh thu hay khng, hoc tm ra im yu dn n khng thng thu. Dng phng php nh gi v chm im theo cc tiu ch c trng s khc nhau v lp ra thang im ph hp xt kh nng trng thu. xut cc tiu ch c nh hng n kh nng thng thu cho phng php ny p dng ti cng ty Thnh Vinh nh sau: Tiu ch m bo mc tiu li nhun cho cng ty nh gi v kh nng p ng yu cu k thut nh gi v kh nng p ng yu cu tin thi cng nh gi kh nng p ng v nng lc thi cng nh gi v mt ti chnh, thng mi nh gi mc quen bit vi ch u t

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Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

nh gi v i th cnh tranh Lp bng nh gi trng s cho cc tiu ch lp ra, tnh im v im tng hp, phn trm kh nng thng thu, nu nh hn 50% th khng nn tham gia d thu, cn nu trn 50%, vn tham gia d thu, v an ton hn na c kt hp nhiu bin php nu trn tng cng kh nng thng thu. Ngoi ra, tha mn mc li nhun t ra, ty vo trng hp c th cng ty quyt nh tham gia xy dng nhiu cng trnh cng mt thi im hay khng. 2.3.3. Chin lc v chnh sch sn phm Chnh sch phc v khch hng khi bn sn phm. Chnh sch bo hnh, bo tr. 2.3.4. Chin lc v chnh sch phn phi sn phm Nng cao kh nng nm bt v lm ch thng tin th trng bng cch xy dng i ng chuyn lm nhim v quan h, hp tc, tm kim thng tin. M rng sn phm n cc th phn mi: sau khi nghin cu, phn tch v nh gi nhu cu ca cc th trng mi, nhn thy cng ty cn m rng th phn i vi lnh vc mua bn vt liu xy dng trn tnh aknong, Lm ng. c bit i vi aknng, cn tp trung u t thm lnh vc xy lp. Ti cc chi nhnh mi, kt hp nhiu hot ng: phn phi vt t, lp t thit b, cho thu my mc thi cng M rng v duy tr mi quan h vi cc khch hng c. Ch trng u t cho cc hot ng chnh, thnh lp b phn marketing, iu tra v tm hiu th trng tiu th. 2.3.5. Chin lc v chnh sch xc tin Chin lc tng cng qung co. S dng truyn thng qung co thng hiu cho cng ty. Thit k ng phc c in logo, biu tng ca cng ty. Tham gia ti tr cho chng trnh c cng chng ng h nht, cc chng trnh mang tnh qung co nh hi ch Vietbuil, hi ch xy dng...Thng qua cc hi tho, hi ngh, u thu...gii thiu nng lc ca cng ty. Chnh lc xy dng uy tn v thng hiu cho cng ty Nng cao trnh cn b cng nhn vin, tuyn thm mt s k s gii, c kinh nghim. Xy dng i ng kim tra cht lng ring, ra cc mc khen thng cho ngi gim st vin v cng nhn, ng thi m bo ti a cht lng cng trnh. 2.3.6. C th ha chin lc Marketing v chi ph Marketing Thnh lp b phn Marketing, nhng kt hp vi phng k hoch nhm gim bt chi ph, v s dng ngun nhn lc hin c trong cng ty. i ng phng K hoch Marketing bao gm 8 nhn vin c phn chia nhim v: 1 trng phng iu hnh, phn b v qun l cc cng vic trong phng, 3 nhn vin qun l thng tin, iu tra th trng tng ng vi 3 khu vc th trng mi. 2 nhn vin x l thng tin thu thp c. 2 nhn vin lp k hoch. Bn cnh , o to nng cao trnh cho cn b cng nhn vin.
Bng 2: Chi ph o to cn b nhn vin i tng o to Trng phng Marketing Nhn vin phng k thut Ngnh hc(bi dng nghip v) Qun tr chin lc Gim st thi cng xy dng 256 S lng 1 5 Chi ph kha hc 10.000.000 vn/1hvin 1.800.000 vn/1hc vin

Tuyn tp Bo co Hi ngh Sinh vin Nghin cu Khoa hc ln th 7 i hc Nng nm 2010

Nhn vin phng thit b vt t

Qun l vt t

2 10

2.500.000 vn/1hc vin 1.000.000 vn/1hc vin 34.000.000

Cc nhn vin c nghip v lin Anh vn quan n ngoi ng Tng chi ph

Ton b chi ph Marketing c tnh theo phn trm doanh thu, ly 5% Doanh thu. Tng chi ph phi b ra cho hot ng Marketing l 8.299.198.693vn. 3. Kt qu nghin cu 3.1. Kt qu nghin cu ti xy dng c v th cnh tranh cho cng ty, mc tiu hng n trong 5 nm n, ng dng cc ma trn vo thc tin v hoch nh chin lc Marketing cho cng ty xy dng Thnh Vinh. 3.2. ng gp mi ca ti ng dng cc ma trn trn l thuyt v thc t, a hot ng Marketing vo lnh vc xy dng, hoch nh chin lc, gip cng ty Thnh Vinh thm nhp vo th trng 3 tnh aknng, Lm ng v Ph Yn. 4. Kt lun Hiu qu ca chin lc gip cng ty tin ln 1 bc cao hn, c iu kin qung b thng hiu mnh, c i ng vi trnh chuyn mn cao ng thi m rng th phn v thm nhp vo 3 th trng mi. Vi khong chi ph b ra cho hot ng marketing l 8 t ng, nhng doanh thu ca cng ty nhng nm n s tng ln ng k. iu ny chng t vic xc lp b phn Marketing v lp cc chin lc l cng c ti u h tr cho s pht trin ca doanh nghip rt ln, v c bit l lnh vc xy lp. TI LIU THAM KHO [1] John Westwood (1996), How to the write a Marketing Plan, First News. [2] Nguyn nh Th, Nguyn Th Mai Trang (2007), Nguyn l marketing, Nh xut bn i hc quc gia TP H Ch Minh. [3] L Th Gii, Nguyn Xun Ln (2003), Qun Tr Marketing, Nh xut bn Gio Dc. [4] Trn Th Bch ip (2009), Gio trnh Kinh t xy dng, Trng i hc Bch Khoa Nng. [5] ThS. Quch Th Bu Chu, Th.S inh Tin Minh, Th.S Nguyn Cng Dng, Th.S o Hoi Nam, GV. Nguyn Vn Trng (2007), Marketing cn bn, Nh xut lao ng [6] R. Gamble, Anthony Marsella, Merlin Store (2008), Marketing Revolution, First News [7] ThS. ng nh Trm (2004), M hnh 5 lc lng cnh tranh theo M. Porter.

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