BÀI HOÀN CHỈNH - NHÓM GRUPO BIMBO PDF

Bi tp nhm Qun tr chin lc
I HC NNG
TRNG I HC KINH T

BI TP NHM
QUN TR CHIN LC

GVHD : TS. Nguyn Thanh Lim
Danh sch nhm : Bi Nguyn Trc Ny 35K01.1
Nguyn Quc Trng 35K16.2
Trn Phm H My 35K12.2
Tng N Kiu Nhi 35K12.2

GVHD: TS. Nguyn Thanh Lim
GRUPO BIMBO Trang2

PHN I: GRUPO BIMBO - LCH S HNH THNH
V QU TRNH PHT TRIN
A. GII THIU CHUNG
I. Khi qut chung
Grupo Bimbo c thnh lp nm 1945, l ng trm bnh ko th trng
Mexico v l nh sn xut bnh ln th nht trn th gii.Cng ty c 155 nh my v
hn 1.000 trung tm phn phi chin lc t ti 19 quc gia.
Thng qua cc cng ty con chnh yu ca mnh, cng ty sn xut, phn phi v
bn trn th trng hn 7.000 sn phm vi cc chng loi bnh m ct lt, bnh ngt,
bnh cookies, bnh ng cc, scla, snack ngt v mn, bnh bp ng ng gi v thc
phm ng gi sn... Ngoi ra, cng ty c hn 150 thng hiu c uy tn, bao gm:
Bimbo, Marinela, Tia Rosa Lara, El Globo, Barcel, Ricolino, Oroweat, Arnold, Mrs
Bairds , Thomas', Brownberry, Pullman, Monarca v nhiu thng hiu khc.

Tn cng ty GRUPO BIMBO
Ngy thnh lp 2/12/1945
Tr s Th Mexico
Ch tch HQT Don Roberto Servitje Sendra
Gim c iu hnh Daniel ServitjeMontull
Lnh vc kinh doanh Ch bin thc phm
Chng loi sn phm Bnh m ng gi, bnh ngt nng, bnh nng
xp, bnh sa , ko mt, snack mn, bnh m,
bnh m ng gin
S lng nhn vin (2011) +128.000
K hiu chng khon BMV: BIMBO
GRUPO BIMBO Trang3

Gi tr vn ha th
trng(2011)
133.9t Ps.
Doanh thu (2011) 133.7 t Ps.
Website www.grupobimbo.com

II. Th trng
Cng ty c mng li phn phi ln nht th gii vi hn 50.000 tuyn ng
,2.100.000 im bn 19 quc gia trn ton th gii bao gm: Mexico, Brasil,
Guatemala, El Salvador, Costa Rica, Colombia, Venezuela, Peru, Chile, Argentina,
Uruguay, Honduras,
Nicaragua, Panama,
Paraguay, Hoa K,
Trung Quc, Ty
Ban Nha v B o
Nha, thuc 4 khu
vc: Bc M, Nam
M, Chu v
Chu u.
Vi phm vi
hot ng rng ln
v pht trin vi xu
hng ton cu,
cng ty s dng hn
127.000 nhn vin, hot ng ti cc khu vc v mi trng vn ha khc nhau gip
cng ty tip tc dn u th trng.
Cc th trng ln bao gm:

GRUPO BIMBO Trang4

Th trng S nh my (2011) Doanh thu thun(2011)
(triu peso)
Mexico 42 64,368
Hoa K 75 53,810
Chu M Latin 30 18,568

B. LCH S HNH THNH V QU TRNH PHT TRIN
Lch s hnh thnh v qu trnh pht trin ca Grupo Bimbo tri qua 67 nm vi
nhng chuyn bin su sc v nh hng n s chuyn i trong cu trc v chin lc
kinh doanh ca cng ty Grupo Bimbo. Sau y im li 7 s kin c xem l bc
ngoc trong qu trnh pht trin ca Grupo Bimbo:
1943: tng thnh lp cng ty bnh m c ra i.
Cha ca Don Lorenzol mt ngi nhp c t Catalua, Ty Ban Nha. ng l
ch ca tim bnh m mang tn El Molino t nm 1928. tui mi su, Don Lorenzo
c cha cho lm vic tim bnh ny trong thi gian rnh.
Lc hc k ton ti i hc T Tr Quc gia Mexico (UNAM), cha ca Don
Lorenzo t ngt qua i v k t ng ng ra qun l tim bnh El Molino t
nm 1937 cho n nm 1945. Nm 1943, Don Lorenzo ny ra tng thnh lp cng ty
bnh m.
1945: Panificacin Bimbo- tin thn ca Grupo Bimbo c thnh lp
n nm 1945, sau mt thi gian p , Don Lorenzo Servitje cng vi J aime
J orba, J aime Sendra, Alfonso Velasco v J os T. Mata thnh lp Panificacin Bimbo.
Panificacon Bimbo chnh thc bt u s nghip kinh doanh thc phm vo ngy
2/12/1945 ti Santa Mara Insurgentes, thnh ph Mexico vi cng vic sn xut bnh
m . C s vt cht lc by gi bao gm mt khu vc vn phng, 1 sn, nh kho, v 1
phng sn xut. Cng ty c 10 xe ti phn phi cc sn phm ca mnh cho cc tim
bnh, ca hng bnh m, ca hng tp ha v ca hng tin li nh trong thnh ph
T nhng ngy u thnh lp y kh khn v th thch, cng ty c s mnh
l: To ra mt th bnh m tht s tuyt vi, giu dinh dng v gy s hng th
GRUPO BIMBO Trang5

vi mc tiu chin lc l cung cp lng thc, lm hi lng khch hng v qua
ginh ly th trng Mexico y tim nng ny.
1970: Bimbo m rng sang th trng thc n nh (snack) v ko
Nm 1970 Bimbo tip tc chen chn vo th trng mi m lc by gi l th
trng thc n nh (snack) v ko. lm c iu , Bimbo cho ra i thng hiu
Ti Rosa ng thi chiu m c 2 tn tui ln ca ngnh snack v ko l Bacel v
Dulces y Chocolates Ricolino.
C th thy rng, chin lc a dng ha sn phm t cc sn phm truyn
thng m rng sang cc sn phm hin i gip Bimbo m rng tm nh hng
ca mnh ln th trng ni a. Bimbo khng ngng thay i ph hp vi tnh
hnh mi. Cho d bng cch cho ra i cc thng hiu ca chnh mnh hay l mua li
cc cng ty khc th bc u mang li thnh cng.
S kin ny to mt nn tng vng chc Bimbo c mt rng khp trn th
trng ni a, pht trin khng ngng v nhanh chng tr thnh ng trm bnh ko trn
th trng Mexico.
1979: Don Roberto Servitje c b nhim lm Tng gim c Grupo
Bimbo.
V mt nhn s, ch ca Grupo Bimbo tri qua 3 i tr v ca 3 v CEO. Don
Lozenro v sng lp ra triu i Bimbo v cng l CEO u tin ca cng ty. Don
Roberto Servitje tip qun cng ty vo nm 1979 v n nm 1994, ng tr thnh ch
tch hi ng qun tr kim CEO.
Trong thi gian lm vic ti cng ty, ng nhn ra rng th trng chin lc m
Bimbo hng ti khng n gin l ch bao bc trong t nc Mexico m l mt u
trng mi nhiu th thch v c hi hn. u trng m khng ch c i th truyn
kp ca h th trng Mexico l Wonder m cn c hng lot cc i th cnh tranh
khc ang ch h pha trc- l th trng ton cu.
T , ng m mm v hin thc ha chin lc thm nhp vo th trng
nc ngoi trong thi k ng nhim. Sau 1 nm nhm chc, ng bt u tin hnh
mua bn 15% c phn ti S Giao dch chng khon Mexico (BMV).
Vi s h tr v ti chnh ny, Bimbo ln lt thc hin chin lc thm nhp,
m rng th trng. Ban u, cng ty tin hnh xut khu sn phm sang th trng Hoa
K ri ln lt xy dng cc t chc con ca Bimbo ti cc khu vc nh Bimbo
Argentina v khu vc M Latin (1991), Bimbo Trung M (1989) thng qua cc chnh
sch mua li hoc xy dng mi cc nh my v vn phng i din.
Don Roberto Servitje m mm v hnh thnh chin lc kinh doanh ton
cu vng chc v c tnh ton, t m ra mt bc pht trin vt bc cho cng ty
sau ny.
GRUPO BIMBO Trang6

1997: Daniel Servitjec b nhim lm Gim c iu hnh
Daniel Servitje l chu rut ca ng Don Roberto Servitje v l con ca ngi
sng lp ra Bimbo l Daniel Servitje. ng l v CEO th 3 ca cng ty t nm 1997 cho
ti by gi.
Daniel Servitje sinh ngy 1/4/1959 ti thnh ph Mexico, ng tt nghip khoa
qun tr kinh doanh ti trng Universidad Iberoamericana v l thc s qun tr kinh
doanh ti trng i hc Stanford. Cu chm ngn m ng tm c nht l i mt vi
s tht v bn thn s tht mi l s tht, ch khng phi l iu bn mun
K t khi ng nhm chc, vi mc ch ct li l Constantly grow its volume
and market share for its brand and to be readily available for its consumer and
customer, tc l Pht trin lin tc khi lng v th phn thng hiu ca mnh v
lun sn sng p ng cho ngi tiu dng v khch hng, ng thc hin hng lot
cc v mua li cc cng ty danh ting trn th trng mt cch c chin lc. T nm
1998-2011, ng b sung 17 thng hiu ln vo danh sch cc thng hiu nm gi
ca cng ty, nng tng s thng hiu ca cng ty l 153 thng hiu (2011).
in hnh c th k n s kin mua li cng ty bnh ca M Mrs. Bairds nm
1998, v mt cng ty bnh Canada hot ng ti pha Ty nc M George Weston Ltd
nm 2002. S kin ny nh du vic gia nhp vo th trng ln nht by gi l Hoa
K vi vic thnh lp t chc Bimbo Bakeries USA (BBU) ca cng ty.
Daniel Servitje m ra mt giai on mi ca cng ty khi hin thc ha
chin lc kinh doanh ton cu ca Don Roberto Servitje.
Nm 2011: Cng ty mua li thnh cng 3 thng hiu danh ting l:
Sara Lee Bakery, Fargo v Bimbo Iberia.
Nm 2010, Grupo Bimbo chnh thc tr thnh cng ty bnh ln nht th gii
sau khi thc hin 3 v mua li chin lc, cho php cng ty tng trng v khi lng v
th phn, nhng vn duy tr mt v tr ti chnh lnh mnh. l thng v mua li Sara
Lee Bakery Bc M, Fargo Argentina v Bimbo Iberia Ty Ban Nha v B o
Nha.
C c Sara Lee Bc M, mt cng ty chuyn su vo lnh vc kinh doanh bnh
ti, gip cng ty cng c v tr trong nn tng sn xut v phn phi quy m quc
gia, a cng ty tr thnh mt trong nhng cng ty hng u ti M.
chu u, cng ty mua li Sara Lee Ty Ban Nha v B o Nha, gip cng
ty tr thnh cc nh lnh o ngnh cng nghip bnh bn o Iberia v cho php cng
ty thng nht thng hiu Bimbo trn c hai b i Ty Dng.
Ti Argentina, cng ty mua li ca Fargo, nh sn xut v phn phi cc sn
phm bnh nng v bnh m ln nht ti nc ny, do cng c chin lc pht trin
ca cng ty chu M Latinh.
GRUPO BIMBO Trang7

Grupo Bimbo chnh thc tr thnh cng ty bnh ln nht v quan trng
nht th gii. K t y, mt s mnh mi ra i nh hng cho giai on pht
trin k tip ca cng ty: Vo nm 2015, chng ti l cng ty sn xut bnh tt nht
trn th gii v mt nh dn o trong ngnh cng nghip thc phm, ni m con ngi
lun to ra s khc bit mi ngy.
Kt lun:
Truyn thng
Trong sut 67 nm hot ng trong ngnh thc phm, Grupo Bimbo to cho
mnh mt nt c trng mang tnh cht truyn thng:
Thc hin cc thng v mua li
Bao gm: mua li thng hiu, mua li nh my v mua li h thng phn phi
ca cng ty khc. Truyn thng mua li ny c m u bng vic mua li quyn
thng hiu Sunbeam Bakers ca M Mexico.
t nng sut cao v nh hng vo con ngi
y l truyn thng th hai ca Grupo Bimbo c nh hng v hin din
trong hu ht cc hot ng ca cng ty ngay t khi mi thnh lp. t nng sut cao v
nh hng vo con ngi cng l kim ch nan hot ng ca cng ty hng n vin
cnh di hn: Nui dng, lm hi lng v phc v th gii ca chng ta.
Nng lc, k nng, kinh nghim
Bn cnh thnh cng trong vic chim lnh nhng th trng quc t, Bimbo tip
tc vit ln nhng thnh cng trong cng tc R&D khi m cc sn phm cu Bimbo lun
c cc t chc kim nh nh gi rt cao.
Nm 2000 Bimbo khng ch duy tr cc sn phm tiu chun ISO 9000, HACCP
m cn l cng ty u tin trong khu vc M Latinh chnh thc c cng nhn tiu
chun cht lng ISO 9002. Chnh thc t ny ni ln phn no v ng cp cht
lng quc tm Bimbo dy cng xy dng.
Ngoi ra, c th d dng nhn ra mt nng lc ca Bimbo l kh nng thch
ng nhanh chng vi cc mi trng a phng, h nhanh chng tm ra th trng mi
v ri sm tr thnh mt trong nhng nh lnh o th trng. Bn cnh , khng th
ph nhn ng gp ca k nng v kinh nghim thng lng trong cc thng v mua
li cng nh qun l mt cch khoa hc v h thng cc thng hiu mua li.
Ch tch Hi ng qun tr Don Roberto Servitje pht biu:
I want to recognize everyone who made the se acquisitions possible, because
their completion required many hours of work, numerous trips and countless
negotiations. I am particularly grateful to the Investment Committee, the Legal and
Finance Departments, and the directors of BBU, particularly its President, Gary Prince,
GRUPO BIMBO Trang8

and of course, our CEO Daniel Servitje, who has been the prime mover of this
significant expansion.
Ti mun ghi nhn nhng ng gp ca mi ngi trong vic lm cho cc
thng v mua li tr nn kh thi, bi v h phi dnh nhiu thi gian, nhiu chuyn
cng tc v v s bui thng lng. Ti c bit cm n Ban u T, Ban Php Lut
v Ti Chnh, gim c ca BBU, c bit v ch tch BBU Gary Prince, v d nhin v
CEO ca chng to Daniel Servitje, nhng con ngi l ng lc nng ct cho s m
rng quy m kinh doanh ng k.
Tm li, nhng k nng, nng lc v kinh nghim m Grupo Bimbo c c
l:
Nng lc sn xut c nh gi l ng cp cht lng quc t.
Nng lc thch nghi vi s thay i ca mi trng a phng.
K nng v kinh nghim thng lng trong cc thng v mua li v
qun l mt cch khoa hc v h thng cc thng hiu mua li.

GRUPO BIMBO Trang9

PHN II: S MNH &VIN CNH
A. S MNH
I. Nguyn bn
1. Tm tt
Our mission: Produce and market food products, develop the value of our
brands. Committing ourselves to be a Company: Highly productive and people oriented.
Innovative, competitive and strongly focused towards satisfying our customers and
consumers. International leader in the bakery industry, with long-term vision.
2. Bn y
Our mission:Produce and market food products, develop the value of our
brands. Committing ourselves to be a Company: Highly productive and people oriented.
Innovative, competitive and strongly focused towards satisfying our customers and
consumers. International leader in the bakery industry, with long-term vision.
Values:
Passion: We deliver in all we do.
Team: We cooperate, we join forces, we multiply achievements.
Trust: We grow every relationship with integrity.
Quality: We offer everyday products and superior services.
Effectiveness: Execute with precision and excellence.
Profitability: We get results for further growth and undertaking.
Person: We always see others as human beings, never as a means.
Commitments:
With our consumers
To guarantee high quality and variety of healthy food products through the
continuous improvement of our brands.
With our customers
To provide exemplary service and support them in their growth and
development; to harvest the value of our brands.
With our shareholdersand partners
To provide a constant and reasonable level of profitability.
With our associates
To guarantee that their individuality and dignity will be respected and that we
will provide an environment favorable to their wellbeing and development.
With our suppliers
To maintain cordial relationships and foster their development.
GRUPO BIMBO Trang10

With our competitors
To compete in the market in a vigorous goal based on fair marketing practices.
With the community
To promote the strengthening of universal ethical values. To support the
economic and social development of those communities in which we have operations.
With our business
To make efficient use of the available resources, respect the laws of each country;
to always grow, which allows to accomplish our Companys vocation and mission.
II. Dch
1. Tm tt
Sn xut v bn cc sn phm thc phm trn th trng, pht trin gi tr
thng hiu ca chng ti. T cam kt l mt cng ty: nng sut cao v nh hng vo
con ngi. Sng to, cnh tranh v tp trung hng mt cch mnh m n s tha mn
ca khch hng v ngi tiu dng. Nh dn o trong ngnh bnh m quc t, vi vin
cnh di hn.
2. Bn y
Sn xut v bn cc sn phm thc phm trn th trng, pht trin gi tr
thng hiu ca chng ti. T cam kt l mt cng ty: nng sut cao v nh hng vo
con ngi. Sng to, cnh tranh v tp trung hng mt cch mnh m n s tha
mn ca khch hng v ngi tiu dng. Nh dn o trong ngnh bnh m quc t, vi
vin cnh di hn.
Cc gi tr
Nim am m: Chng ti cung cp tt c nhng g chng ti lm.
Lm vic cng nhau: Chng ti hp tc, chng ti tham gia lc lng lao ng,
chng ti gia tng thnh tu.
S tin cy: Chng ti pht trin tt c cc mi quan h vi s chnh trc.
Cht lng: Chng ti cung cp sn phm v dch v tt mi ngy.
S hiu qu: Thc hin vi chnh xc cao v xut sc nht.
Li nhun: Chng ti t c kt qu t s tng trng v cam kt hn na.
Con ngi: Chng ti lun lun thy nhng ngi khc l con ngi, khng bao
gi l mt phng tin.
Cam kt
Vi ngi tiu dng ca chng ti
GRUPO BIMBO Trang11

m bo sn phm cht lng cao v a dng ca cc sn phm thc phm c li
cho sc khe thng qua vic ci tin lin tc cc thng hiu.
Vi nhng khch hng ca chng ti
Cung cp dch v mu mc v h tr khch hng trong s tng trng v pht
trin ca h, thu hoch gi tr ca thng hiu.
Vi cc c ng v cc i tc ca chng ti
cung cp mt mc li nhun lin tc v hp l.
Vi cc cng s ca chng ti
m bo rng c tnh v phm cht ca h s c tn trng v chng ti s
cung cp mt mi trng thun li cho s thnh vng v pht trin ca h.
Vi cc nh cung cp ca chng ti
Duy tr mi quan h thn thit v thc y s pht trin ca chng.
Vi i th cnh tranh ca chng ti
Cnh tranh trn th trng vi mt mc tiu mnh m da trn thc t th trng
cng bng.
Vi cng ng
thc y vic tng cng cc gi tr o c chung. h tr cho s pht trin
kinh t v x hi ca nhng cng ng ni m chng ti ang hot ng.
Vi cng ty
S dng hiu qu cc ngun lc sn c, tn trng lut php ca mi nc, lun
lun pht trin, cho php thc hin ngh nghip v s mnh ca cng ty.
III. Phn tch cc ni dung
1. Sn phm, lnh vc kinh doanh
Produce and market food products, develop the value of our brands.
Sn xut v bn cc sn phm thc phm trn th trng.
International leader in the bakery industry, with long-term vision.
Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn.
Grupo Bimbo tuyn b r rng sn phm m cng ty sn xut v phn phi l
cc sn phm thc phm (food products) trong sn phm chnh ca cng ty l cc sn
phm bnh (bakery industry). Cng ty ang hot ng trong lnh vc thc phm.
Grupo Bimbo c mt d tnh ng n v khu vc tm kim c hi kinh doanh
ca mnh. Vi mt nh ngha nh vy, Grupo Bimbo hon ton ch ng trong vic
n bt cc c hi kinh doanh sau ny dch chuyn cng ty vo cc ngnh thc phm
c lin quan.
2. Tham vng
International leader in the bakery industry, with long-term vision.
Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn.
GRUPO BIMBO Trang12

3. Gi tr cam kt v nguyn tc x s vi cc bn hu quan
Theo ui s mnh ca mnh, Grupo Bimbo lun c gng thc hin n mt cch
tt nht, nhng gi tr m Grupo Bimbo c gng xy dng nhm iu khin hnh vi
trong phm vi cng ty. Nhng gi tr ny c xem nh nn tng vn ha ca Bimbo.
Tt c cc gii hu quan t ni b n khch hng, nh cung cp u c cng ty
quan tm v chia s, nh tn dng c ngun lc qu gi t mi thnh phn trong t
chc v bn ngoi.Bn cnh y l mt tham vng m Bimbo t ra nhm thch thc
t chc. ht sc n gin v ngha. Qua thc p ci thin cch thc tin hnh
kinh doanh, thay i v vt qua thch thc.
i vi khch hng.
Gi tr Cam kt
Nim am m: Chng ti cung cp tt
c nhng g chng ti lm.

Vi ngi tiu dng ca chng ti
m bo sn phm cht lng cao v a dng
ca cc sn phm thc phm c li cho sc
khe thng qua vic ci tin lin tc cc
thng hiu.
Vi nhng khch hng ca chng ti
Cung cp dch v mu mc v h tr khch
hng trong s tng trng v pht trin ca h,
thu hoch gi tr ca thng hiu.
Cht lng: Chng ti cung cp sn
phm v dch v tt mi ngy.

Cng nh nhng cng ty kinh doanh khc, Grupo Bimbo lun coi trng v phc
v khch hng ca mnh mt cch chu o, vi tt c nim am m. Cng ty lun hng
n vic cung cp sn phm v dch v vi cht lng cao nht v m bo s sn c
ca sn phm khi khch hng cn bt k u, bt k lc no v bt k bng cch no i
na.
i vi nhn vin.
Gi tr Cam kt
Con ngi: Chng ti lun lun thy
nhng ngi khc l con ngi, khng bao
gi l mt phng tin.

Vi cc cng s ca chng ti
m bo rng c tnh v phm cht ca
h s c tn trng v chng ti s cung
cp mt mi trng thun li cho s thnh
vng v pht trin ca h.
GRUPO BIMBO Trang13

Tinh thn ng i: Chng ti hp tc,
chng ti tham gia lc lng lao ng,
chng ti gia tng thnh tu
Grupo Bimbo lun coi tt c nhn vin l ti sn qu nht ca cng ty. Dch v
c lm nn bi con ngi, v vy cc nhn vin lun c Grupo Bimbo quan tm,
chm sc.
Grupo Bimbo khuyn khch cc nhn vin gn kt vi nhau cng n lc v
phn u khng ngng trong vic phc v khch hng, gp phn nng cao cht lng
dch v, uy tn v thng hiu ca Grupo Bimbo.
i vi cng ng.
To promote the strengthening of universal ethical values. To support the
economic and social development of those communities in which we have operations.
thc y vic tng cng cc gi tr o c chung. h tr cho s pht trin
kinh t v x hi ca nhng cng ng ni m chng ti ang hot ng.

i vi i tc.

Gi tr Cam kt
LNG TIN: Chng ti pht trin tt c cc
mi quan h vi s chnh trc

Vi cc cc i tc ca chng ti
cung cp mt mc li nhun lin tc
v hp l

HIU QU: Thc hin vi chnh xc
cao v xut sc nht
Cc i tc l cc nh cung cp chnh th Grupo Bimbo lun lun duy tr s thn
mt v chnh trc, thc y pht trin v tm cch xy dng cc mi quan h kinh doanh
lu di bng chnh s hiu qu trong hot ng: chun xc v xut sc. y chnh l iu
khin i tc c th tin cy cng ty v lm n vi nhau lu di.

GRUPO BIMBO Trang14

i vi c ng.
Gi tr Cam kt
LI NHUN: Chng ti t c kt qu
t s tng trng v cam kt hn na
Vi cc cc c ng ca chng ti
cung cp mt mc li nhun lin tc
v hp l
Gi tr m Grupo Bimbo mang n cho cc c ng ca mnh chnh l vic to ra
li nhun hp l, u n v cam kt gi tr lu di. iu ny gp phn ln Grupo
Bimbo c th gi chn c cc c ng hin c v thu ht thm nhiu nh u t t
bn ngoi.
Kt lun: T s mnh c th nhn thy cc cam kt m ca GrupoBimbo a ra
p ng kh y mong mun ca cc gii hu quan.Tuy nhin, cn c vo m hnh
cng ty cng nh mong mun ca cc gii hu quan, GrupoBimbo tp trung vo cc
gii hu quan c sp xp theo th t quan trng nh sau:
(1) Ngi tiu dng, khch hng.
(2) Nhn vin.
(3) Cc i tc.
(4) C ng.
(5) Cng ng.

B. VIN CNH
I. Nguyn bn
To Nourish, delight and serve our world.
In our 2015 Vision we are:
We are a company with trustworthy leading brands for our consumers.
Our customers preferred supplier.
A forward looking and innovative company.
A financially strong and sound company.
An extraordinary place to work.
In 2015 we are the best baking company in the world and a leader in the food industry,
where people make the difference every day.
We strive to be a highly productive and deeply humane company.
II. Dch
Nui dng, lm hi lng v phc v th gii ca chng ta.
Vin cnh nm 2015 ca chng ti l:
GRUPO BIMBO Trang15

Chng ti l mt cng ty vi cc thng hiu hng u ng tin cy i vi
ngi tiu dng ca chng ti.
Nh cung cp a thch ca khch hng.
Mt cng ty tin tin v i mi.
Mt cng ty mnh m v vng vng v ti chnh
Mt ni c bit lm vic.
Vo nm 2015, chng ti l cng ty sn xut bnh tt nht trn th gii v mt
nh dn o trong ngnh cng nghip thc phm, ni m con ngi lun to ra s khc
bit mi ngy.
Chng ti phn u tr thnh mt cng ty c nng sut cao v c tnh nhn
vn su sc.
III. Phn tch cc ni dung
1. T tng ct li
a) Gi tr ct li
Grupo Bimbo lun lun cao 2 gi tr ct li ca cng ty l:
Nng sut cao (A highly productive)
t nng sut cao c nh gi nh mt phm tr nh hng mi hnh ng
mi cp v mi v tr ton cng ty v khp th gii, nhm gip cho cng ty pht
trin vng chc vi ngun lc hin c, thch nghi v chng chi vi s thay i tt yu
ca mi trng.
Cng ty c tnh nhn vn su sc(Deeply humane company)
Our company is its people, and only by ensuring that its people grow can Grupo
BIMBO grow. We want to be a company in which all workers dignity is respected;
where they feel encouraged to grow and develop; where they can contribute, improve
and innovate in a climate of respect, trust, friendship and freedom.
"Cng ty chng ti c to nn t nhng con ngi, v ch bng cch m bo
rng con ngi c pht trin th Grupo Bimbo mi c th pht trin. Chng ti mun
l mt cng ty m phm cht ca tt c nhn vin c tn trng, ni m h cm
thy c khuyn khch pht trin, ni h c th ng gp, trau di v i mi trong
mt mi trng ca s tn trng, thn thin, s tin tng v t do ".
GRUPO BIMBO Trang16

Sut 67 nm tn ti v pht trin, nhng gi tr ny lun c Grupo Bimbo duy
tr v gi vng, n tr thnh mt nn tng vng chc gip Grupo Bimbo vt qua
mi kh khn th thch.
b) Mc ch ct li
To Nourish, delight and serve our world
Nui dng, lm hi lng v phc v th gii ca chng ta
Trong mt bi pht biu, ng Daniel Servitje Montull ni v mc ch ct li
ca cng ty mnh nh sau:
In compliance with our objective to nourish, delight and serve our world, our
commitment lies on adding value to the product offered to our consumers in all markets
we serve, on supporting the development of our brands through innovation and investing
in productivity, quality and excellence.
p ng mc tiu ca chng ti l nui dng, lm hi lng v phc v th
gii ca chng ti, cam kt ca chng ti l gia tng gi tr vo sn phm cung cp cho
ngi tiu dng trn tt c cc th trng m chng ti phc v bng cch h tr s
pht trin ca thng hiu thng qua i mi v u t vo nng sut, cht lng v s
u t.
2. Hnh dung tng lai
a) Mc tiu thch thc (BHAG)
Chng ti l cng ty sn xut bnh tt nht trn th gii v mt nh dn o
trong ngnh cng nghip thc phm, ni m con ngi lun to ra s khc bit mi
ngy.
Mc d BIMBO hin l cng ty ln nht th gii v sn xut bnh, tuy nhin mc
tiu tr thnh cng ty sn xut bnh tt nht th gii v l nh dn o trong ngnh
cng nghip thc phm thc s l tham vng ln ca Bimbo. Bakery- l mt ngnh
kinh doanh mang tnh cht a phng. S tt nht theo quan nim ca khch hng s
thay i theo tng quc gia. Chnh v vy, ch khi cng ty qun l v trao quyn cho cc
cng ty con mt cch hiu qu th iu ny mi c kh nng thc hin c. ng Daniel
Servitje ni:
GRUPO BIMBO Trang17

To become that, we need to change a lot of things within our company. Thats a
huge challenge. I dont know whether we will complete that vision within three years,
but if not we will be working on it beyond 2015.
Dch:
" tr thnh c iu , chng ti cn phi thay i rt nhiu th trong cng
ty ca chng ti. l mt thch thc rt ln. Ti khng bit chng ti c hon thnh
tm nhn trong vng ba nm hay khng, nhng nu khng, chng ti vn s lm vic
t c n t sau nm 2015.
b) M t sng ng
In our 2015 Vision we are:
We are a company with trustworthy leading brands for our consumers.
Our customers preferred supplier.
A forward looking and innovative company.
A financially strong and sound company.
Vin cnh nm 2015 ca chng ti l:
Mt ni c bit lm vic.
Nhng iu trn y c Daniel Servitje pht biu trong bi trnh by ca
mnh vi cc bn hu quan ca cng ty. Th hin mt ci nhn ti sng ca cng ty v
tng lai khi thc hin tt vin cnh ca mnh. ng cng gii thch r rng:
Our vision of excellence will be achieved through commitment, dedication to
serving our consumers and customers better than anyone else, openly sharing and
learning from our experiences and failures, and holding our Company to the highest
standards and key performance indicators in the industry.
How will be we get there? By executing the five pillars of our vision:
A Company with trustworthy, leading brands for our Consumers.
Our Customers preferred supplier.
A strong and sound Company for our Stakeholders.
A forward looking Company.
GRUPO BIMBO Trang18

S xut sc trong tm nhn ca chng ti s t c thng qua s cng hin,
cam kt phc v ngi tiu dng v khch hng ca chng ti tt hn so vi bt c ai
khc, cng khai chia s v hc hi t nhng kinh nghim v tht bi ca chng ti, v t
chc Cng ty ca chng ti hng n cc tiu chun cao nht v cc ch s hot ng
quan trng trong ngnh.
Lm th no chng ta n c ? Bng cch thc hin nm tr ct ca tm nhn:

Mt ni c bit lm vic.

GRUPO BIMBO Trang19

PHN III: PHN TCH MI TRNG BN NGOI
Cng ty Grupo Bimbo c 67 nm thnh lp v pht trin cng nh hot ng
rng khp ti nhiu quc gia trn th gii vi 2 ngnh: bakery industry (bnh) v
confectionary industry (ko mt), trong cng ty nh hng chnh vo ngnh bnh.
V vy, phc v tt cho vic nghin cu chin lc ca cng ty , chng ti gii hn
mi trng nghin cu nh sau:
- Thi gian: 2000-2010.
- Khng gian: Mexico.
- Lnh vc nghin cu: thc phm.
- Ngnh: bnh.
A. MI TRNG TON CU
I. Dn s ton cu tng nhanh v gi nguyn vt liu tng cao
Cc chuyn gia Lin hp quc v T chc Hp tc kinh t v pht trin (OECD)
nhn mnh vic dn s ton cu tng nhanh v c d bo tng thm 2 t ngi na
vo nm 2050 thc s tr thnh mt thch thc ton cu ln nht i vi nhn loi v
hnh tinh. Mt bo co tung ra ca Lin hip quc cho bit nm 2030 th gii s cn
thm t nht 50% lng thc phm.

Vn ny s to ra c c hi ln e da cho ngnh thc phm. u tin s l c
hi gia tng cu cho cc sn phm thuc ngnh cng nghip ny. Khi dn s tng, nhu
cu chung s tng, cc cng ty trong ngnh s m rng sn xut p ng cho khch
hng. iu ny khng nhng to c hi tng doanh thu cho cc cng ty thc phm m
GRUPO BIMBO Trang20

cn gip t c tnh kinh t v quy m v c kh nng dch chuyn xung di ng
cong kinh nghim, gip cc cng ty gia tng li nhun ca mnh.
Tuy nhin, vn tng dn s qu nhanh c th gy ra cuc khng hong lng
thc nh nm 2008, y gi lng thc ln cao, c bit l cc nguyn liu cho ngnh
thc phm ni chung, ngnh bnh ni ring nh bt m, sa...

Gi bp, bt m v u nnh th gii qua cc nm
Ch s gi lng thc ca FAO tng t 139-219 gia thng 2 nm 2007 v
thng 2 nm 2008, tng ln cao nht l i vi ng cc (ch s 152-281) v cc sn phm
t sa (ch s 176-278) .
Nhng gia tng ng k nht l:
Gi th trng quc t ca la m gn nh tng gp i t thng 2 nm
2007 v thng 2 nm 2008 v t mc k lc hn 10 $ cho mi bushel M.
Gi go t n mc cao nht trong mi nm qua.
u tng t gi cao nht trong 34 nm trong thng 12/ 2007.
Gi ng tng ng k.
Theo J acques Diouf , Tng gim c ca FAO, cc ha n nhp khu ng cc
ca cc nc tng 56% trong nm 2008 sau khi tng 37% trong nm 2007 .
FAO, c quan chuyn mn ca Lin Hip Quc, cng b mt nghin cu rng
gi ng cc chu u tng 53% trong thng 7 nm 2008.
GRUPO BIMBO Trang21

Theo FAO, ch tnh ring trong nm 2010, gi bt m v ng u tng khong
34% so vi nm ngoi, gi sa b cng tng n 32%. Gi nguyn vt liu u vo
tng cao gy nh hng n li nhun ca cc cng ty trong ngnh.

Gim din tch t nng nghip, kh hu khc nghit, gi du tng cng nh vic
tng cng s dng vt t nng nghip lm nhin liu sinh hc cc nc pht trin l
nguyn nhn c bn gy tng gi nguyn vt liu u vo trong ngnh.
e da: Cc cng ty hot ng trong ngnh thc phm ni chung v
ngnh bnh ni ring phi chu p lc v chi ph nguyn vt liu u vo, cn nhc
gia hiu qu v chi ph ng thi phi m bo ngun cung nguyn vt liu khi cn
dng cho nhu cu sn xut.
II. Dn s th gii ang phi i mt vi mt s vn sc khe nghim trng
lin quan n ch n ung.
Theo thng k nm 2005 ca t chc Y T Th Gii (WHO), ton cu c khong
1,6 t ngi trn 15 tui b d cn (overweight), trong c 400 triu ngi bo ph. T
chc Y t th gii khng nh bo ph ang l mt bnh dch ton cu, mt tai ha mi
ca nhn loi.
Ti Hoa K, thng k nm 2003-2004 ca Trung Tm Kim Sot V Phng
Bnh Tt (CDC) cho bit 66% ngi dn M d cn, trong 33% mc bnh ph. Nm
1980 con s ny l 14.5%, nm 1994 l 23%. Khong 15% tr em tui v thnh nin b
bnh bo ph. Mt iu ng ngc nhin l nhm dn thiu s li c t l mc bnh bo
ph cao hn. Phi n c khuynh hng mp hn nam gii. Ngoi ra, a s ngi mc
bnh bo khng h ngh rng mnh ang c nhiu ri ro gp phi cc chng bnh nguy
him hin ti cng nh tng lai.
GRUPO BIMBO Trang22

Khng ch Hoa K, ngi Chu u cng ang b bo ph. V ngi Anh, mt
trong nhng ngi tip nhn nhanh nht xu hng ny ca nc M, ang dn u trong
tai ha ny. "Vi mt tc nhanh chng n k l, bnh bo ph bao ph khp
nc Anh", mt bn bo co ton din trn s lng ln ca ngh vin Anh ch ra nh
vy. Bn bo co cho bit s lng ngi bo ph nc Anh tng t 7% ln 24%
ch trong vng 25 nm gn y nht. Chnh li sng vn t vn ng v thi quen n
ung kiu M, 2/3 dn s Anh hin nay b bo ph. T l ny tng ng vi nc M,
mc d M vn c nhng ngi tht s bo hn ngi Anh rt nhiu.
Thm ha ny thm ch cn c phm vi rng hn, khng ch chu u v th
gii cc nc pht trin. Theo nhn nh ca nhm nghin cu Rigby, bo ph tr
thnh mt hin tng ton cu, c bn ngi th c mt ngi b bo ph. Ngi b bo
ph hin nay cn nhiu hn nhng ngi b cht i trn th gii.
Tng cn v bo ph thc s ang l thch thc ln i vi sc khe cng ng
trn th gii. V bo ph cng gy ra nhiu hu qu nghim trng cho sc khe. T l
mc bnh tiu ng, tim mch v cc bnh khc lin quan n ch n ung ang gia
tng mt cch chng mt.
Sau Hoa K v Anh, Mexico l nc c t l ngi mc bnh bo ph cao th 3
trn th gii v cng l quc gia c t l cao nht mc bnh tiu ng. Cn bnh ny l
nguyn nhn chnh gy t vong ti Mexico. S bo ph cng l mt trong nhng nguyn
nhn gy cht ngi Anh, cn cao hn c t l cht do thi quen ht thuc. Nu xu
hng ny vn tip tc tng, bnh tiu ng v nhng bnh v tim mch s bng n.
Theo d bo ca Lin Hip Quc, t y n nm 2030, mi nm hn 5 triu
ngi s cht trc tui 60, do nhng cn bnh c lin h n ch n ung.
C hi:Vi tnh hnh hin ti, ngi tiu dng s ch n ch n ung ca
mnh thng qua vic tm kim cc thnh phn thc phm giu dinh dng nhng c li
cho sc khe nh omega-3, vitamin, hm lng cht x cao, t cht bo bo ha Th
trng cc sn phm thc phm s ngy cng phn khc da trn tc ng n nhn
thc ca h v trng lng c th, cht lng v c li cho sc khe. iu ny s to c
hi cho cng ty sn xut cc sn phm thc phm chuyn bit cho ngi tiu dng nh
sa tch bo, cc thc phm chc nng cho ngi tiu ng, hay cc thc phm b
sung omega 3
e da: Trc nn bo ph ton cu v cc cn bnh c lin quan n ch n
ung, cc cng ty trong lnh vc thc phm s b nh hng mt cch nghim trng
trong hot ng sn xut v kinh doanh do cc ng thi ca cc t chc th gii v
chnh ph cc nc nhm hn ch cc sn phm c thnh phn c th gy hi cho sc
khe nh cc cht bo qun thc phm, cht ph gia
GRUPO BIMBO Trang23

Cc ng thi ny buc cc cng ty phi quan tm mt cch nghim tc v cht
lng ca cc sn phm thng qua i mi v ci tin nu mun tn ti.
III. Vn v sinh an ton thc phm c th gii c bit coi trng.
Vn an ton thc phm ang ging ln hi chung cnh bo v vic bo v
ngi tiu dng khi him ha t vic s dng thc phm khng an ton. Cng ng
quc t v chnh ph mi quc gia lun quan tm n vn kim tra, gim st cht ch
cc loi thc phm, m bo sc khe cho ngi dn ton cu.
Ti M, trc thc trng ng bo ng l 1/6 dn s b nhim bnh do ng c
thc phm mi nm, chnh ph M mi y thng qua Lut Hin i ha An ton V
sinh Thc phm, ch trng sit cht an ton t khu sn xut. Lut mi cho php Cc
Qun l Thc-Dc phm (FDA) c kim tra bt k c s ch bin thc phm no v
ra lnh thu hi nu nghi ng thc phm khng bo m an ton. FDA cng c php
buc cc nh sn xut thc phm, nc ung trnh by chi tit cc bin php hn ch
nhim khun ca c s mnh trc khi a thc phm ra th trng. C nhng loi thc
phm nhp khu cng s c c quan ny kim nh gt gao hn.
Trung Quc bt u tng cng kim sot cht lng thc phm. C quan gim
st, kim tra v thm nh cht lng thc phm (AQSIQ) xut d tho lut, yu cu
chnh ph nghim ngt hn vi thc phm nhp khu. D lut cng xut AQSIQ
c quyn yu cu cung cp cc thng tin lin quan n dch v th y, quy nh v v
sinh an ton thc phm ca nc . Cn i vi cc ch phm t sa nh ph mai,
b... th AQSIQ cn bit thng tin v nguyn liu sn xut, cng ngh ch bin, thnh
phn, cht ph gia... Ngoi ra, d lut cng xut mi thng tin trn bao b thc phm
ngoi nhp phi c dch ra ting Trung Quc ngi tiu dng hiu r.
Chnh ph Mexico t vic nhn ra s cn thit tng cng s an ton trong
ngnh thc phm xy dng v pht trin Tng cc An ton thc phm v Thc phm,
nhm xy dng v p dng cc khung php l v quy nh v cc vn an ton vo
thc t i sng v bc u c nhng thnh cng rc r.
Uruguay cng xem vic nng cao kin thc cho cc nhn vin trong dy chuyn
sn xut - phn phi - bn l thc phm l ct li.
Paraguay th thc hin chu k khp kn, va kim sot cht ch khu ch bin,
va gio dc thc ngi dn, hn ch s dng ha cht trng trt li va lm tt vic
thu hi thc phm km cht lng.
GRUPO BIMBO Trang24

e da: p lc t chnh ph v cc c quan bo v ngi tiu dng buc cc
cng ty mun tn ti trong ngnh phi ch trng v sinh an ton ca sn phm bng cch
kim sot nghim ngt v qu trnh ch bin v nguyn liu u vo

IV. Xu hng Mua li v sp nhp (M&A)
Giai on 1998 2007, trc tnh hnh nn kinh t th gii c nhiu bt n,
khng hong v suy thoi din ra thng xuyn th hot ng M&A c xem nh mt
cch thc tt cc cng ty tip tc m rng th trng, gim thiu cc chi ph v ri ro.

Ngun: Works workshop Catching the Butterflies

Xu hng M&A tng cao v t nh im vo nm 2000 v cc thng v
M&A trong ngnh thc phm vn khng nm ngoi xu hng ny v d kin s tng
mnh trong thi gian tip theo.
GRUPO BIMBO Trang25

Cc thng v mua li v sp nhp mang n cho cng ty nhng c hi sau:
Kh nng tip cn vi nhng dng sn phm mi, thm nhp nhanh chng
vo nhng th trng mi.
Gim bt chi ph v thu hp s lng cc i th cnh tranh.
Pht trin th phn, tip cn vi cng ngh, nng lc sn xut tin tin hay
cc nh cung cp mi trn th trng ton cu.
Trc mt nn kinh t bp bnh, nhng li ch m M&A mang li cng thc y
cc cng ty trong ngnh tham gia tch cc vo xu hng ny tm kim li nhun cho
cng ty mnh mc d cc thng v ny vn khng trnh khi nhng ri ro t nh gi,
khung php l hay thiu s am hiu v cng ty mua li

B. MI TRNG V M
I. Mi trng nhn khu hc:
Dn s Mexico tng nhanh
Theo c tnh vo nm 2008, dn s Mxico khong 105 triu ngi. T nm
1940, dn s Mexico hn gp nm ln. Ngy nay n pht trin bng hn 1/3 dn s
M v tip tc gia tng vi t l nhanh hn.
Mxico quc gia ng dn th hai ti Bc M (sau Hoa K). Trong th k 20, mt
c im ni bt ca dn s Mxico l mc gia tng dn s rt nhanh. Tuy rng giai
on 1998-2007, tc gia tng dn s gim xung cn di 1% nhng dn s
Mxico vt qu mc 100 triu ngi v cn tip tc gia tng hn na.
GRUPO BIMBO Trang26

Tng trng ca Mexico nhng nm gn y mt phn l kt qu ca t l sinh
cao hn so vi t l t. Nm 2000, t l sinh c c tnh l 23,15 trn 1.000, gp 4 ln
t l t vong l 5,05 trn 1.000. Bn cnh , dn s Mexico tng hn gp i t khi
Hip nh thng mi t do Bc M c k kt nm 1994 do hin tng di dn, ch
yu l t khu vc pha bc xung.
Kt lun: S bng n ca dn s tt yu dn n nhu cu thc phm ngy cng
tng cao. y l c hi cho ngnh thc phm.

II. Mi trng vn ha x hi:
Xu hng s dng cc sn phm c li cho sc khe
T nm 2000, xu hng tiu th thc phm ca ngi tiu dng c s thay i
ng k v ang hng vo cc sn phm c li cho sc khe. Nguyn nhn ch yu l
do Mexico l mt trong nhng nc c t l ngi mc bnh bo ph v cc bnh lin
quan n ch n ung nh tiu ng cao nht th gii.
Cc sn phm lm t thc phm hu c hoc cc sn phm c hm lng natri,
cht bo bo ha v ng trong mt s loi nhn bnh m thp, v c s gia tng hm
lng cht x trong bnh m, cc loi sa tch bo lun c khch hng n nhn
mt cch nng nhit v tr thnh chun mc ca mt ba n c li cho sc khe.
Khi s thch tiu dng tr nn a dng, cc cng ty buc phi p dng cc m
hnh sn xut mi, u t mnh vo R&D pht trin cc sn phm.
Theo mt nghin cu ca cng ty trong ngnh l Grupo Lala, cho thy rng, nm
2010 c 34% ngi tiu dng ang s dng cc sn phm c li cho sc khe, cao gn
gp i so vi nm 2002 l ch c 15%. Bn cnh , c n 89% s ngi c hi c
nhu cu v s thch s dng cc sn phm thc phm c li cho sc khe.

GRUPO BIMBO Trang27

III. Mi trng chnh tr-php lut:
Ngy 01 thng 1 nm 1999, chnh ph Mexico loi b tt c cc kim sot gi
c v tr cp cho vic sn xut bnh m, vi mc tiu thc y cnh tranh v cng
nghip hiu qu.
C hi v e da: To ra mi trng kinh doanh t do v c hi pht trin
vt bc nhng cng ty trong ngnh hot ng hiu qu. i vi nhng cng ty hot
ng km hiu qu, y thc s l e da khi h phi i mt vi s o thi ca nn
kinh t khi khng thch ng vi th trng nng ng ti Mexico.
T nm 2000 n nay, mt tp hp mi cc quy nh v sinh thc phm c
hiu lc ti Mexico. Nhng thay i quan trng ca php lut v v sinh thc phm c
trong Quy ch (EC) s 852/2004 nhm ti a ha li ch ca ngi tiu dng.
Sau , s ra i ca o lut an ton thc phm nm 2006 vi cc quy tc v
sinh thc phm cho tt c cc doanh nghip Mexico cung cp thc phm, p dng trong
chui thc phm, t sn xut ch yu bn hoc cung cp cho ngi tiu dng thc
phm.
Cc quy nh v bo v li ch sc khe ca ngi tiu dng Mexico cng c
thng qua nm 2008, gn trch nhim x hi ca ngnh cng nghip thc phm.
e da: Cc cng ty trong ngnh phi chu p lc t vic p ng cc tiu
chun v sinh an ton thc phm v li ch ca ngi tiu dng.

C. MI TRNG NGNH
I. nh ngha ngnh
1. nh ngha
Ngnh cng nghip bnh (bakery industry) l mt nhnh ca ngnh cng nghip
thc phm, gm cc sn phm c lm t ng cc. Cc sn phm ny c th bao gm
bnh m, bnh ngt (cakes), bnh nng nhn ngt (pies), bnh ngt (pastries)

GRUPO BIMBO Trang28

2. M t ngnh

- Ngnh cng nghip bnh l mt ngnh quan trng ca Mexico, chim 4,6% GDP
ca nn kinh t Mexico v 24,7% GDP ca ngnh cng nghip (2007).
- Ngnh cng nghip bnh Mexico gm cc cng ty ln nh Grupo Bimbo,
Gruma, Richs, Kelloggs, Kraft. Tuy nhin, ngnh bnh Mexico c c trng bi
hng ngn tim bnh ln nh mang tnh a phng thuc nhiu cng ty khc nhau
(2007).
- u vo ca ngnh l nguyn liu lm bnh. Nguyn liu chnh l bt ng v bt
m, bt ng l loi bt lm bnh truyn thng Mexico v c s dng nhiu nht.
Ngoi ra cn c cc nguyn liu khc nh trng, sa C th, cc cng ty thuc ngnh
ny Mexico thng nhp khu nguyn liu chnh l bt m t Canada, Nga.
II. M hnh nm lc lng cnh tranh
1. p lc cnh tranh t cc i th tim n
i vi ngnh cng nghip bnh th i th cnh tranh tim tng l nhng cng
ty cng thuc ngnh thc phm nh cc cng ty sn xut bnh ko hay cc cng ty cung
cp u vo cho ngnh v mun hi nhp dc xui chiu nh cng ty Gruma tng
lm.
a) Tnh kinh t theo quy m: THP
Thc t, ngnh cng nghip ny c c trng bi nhng tim bnh nh. Tnh
kinh t theo quy m l c li cho cng ty, nhng n khng cn thit cho s thnh cng
ca ngnh. Hai yu t quyt nh s thnh cng ca mt cng ty trong ngnh bnh l
GRUPO BIMBO Trang29

knh phn phi v kh nng xy dng nhn bit thng hiu v lng trung thnh ca
khch hng.
b) Chi ph chuyn i: THP
i vi vic tiu dng cc sn phm trong ngnh ny, nu mun chuyn sang s
dng sn phm ca mt cng ty lm bnh khc, khch hng c th chuyn i d dng
m gn nh khng tn mt ng ph no. Hm nay h dng sn phm ca Bimbo,
nhng c th ngy mai h s dng ca Gruma.
c) Ro cn nhp cuc: CAO
Ro cn nhp ngnh bnh hin ti Mexico l tng i cao. Nguyn nhn chnh
l do cc nh sn xut hin ti c li th cnh tranh m l nhng ro cn ng k i
vi nhng cng ty mun nhp cuc. l, gi tr thng hiu hay ni cch khc l s
trung thnh i vi nhn hiu. i vi ngi Mexico, h c lng trung thnh sn phm
kh cao, khi s dng mt sn phm v yu thch chng, h s kh t b nhn hiu
s dng mt nhn hiu khc. in hnh l Bimbo c bnh chn l thng hiu 10
nm lin tc (1999-2009) c mn m nht trong ngnh.
V vy, p lc t i th cnh tranh tim tng thp.
2. Cnh tranh gia cc i th trong ngnh: GAY GT
a) Cu trc cnh tranh: PHN TN
Ti Mexico c hn 40.000 tim bnh ln nh thuc nhiu cng ty khc nhau. Tuy
nhin, bn cnh vn ni ln mt s tn tui l nhng cng ty a quc gia nh Bimbo,
Kraft, Kellogs, Richs Nm 2010, Grupo Bimbo chim gi 15,5% th trng bnh ti
Mexico, theo sau Grupo Bimbo l PepsiCo.Inc chim gi 3,9% v Kellogg Co. chim
3,1%. Th phn ca 3 cng ty ln u ngnh kh thp (<80%) nn c th nhn thy:
Ngnh sn xut bnh Mexico l mt ngnh phn tn.
b) Ro cn ri ngnh: CAO
Cc cng ty sn xut bnh tuy c tham gia vo mt s ngnh khc nh sn xut
snack, sa nhng sn xut bnh vn l mt ngnh quan trng nhtv em li doanh thu
ch yu trong danh mc sn phm i vi cng ty. Do , s ri b ngnh s nh hng
rt ln n doanh thu, li nhun ca cng ty.
3. Nng lc thng lng ca ngi mua.
Ngi mua ca cc cng ty trong ngnh c th chia lm 2 loi: khch hng mua
l v khch mua vi s lng ln nh siu th, ca hng tp ha, chui khch sn v cc
ca hng tin li.
- Ngi mua cc sn phm ca ngnh cng nghip bnh m, chng hn nh
siu th, ca hng tp ha, chui khch sn v cc ca hng tin li, hay cc chui thc
n nhanh nh Mac Donald, c th chim phn ln li nhun ca ngnh cng nghip ny.
Nguyn nhn l do hu ht cc sn phm u c phn phi qua nhng trung gian ny.
GRUPO BIMBO Trang30

Do s lng ln cc tim bnh m tt c u ang cnh tranh tm u ra cho sn
phm ca h. Kt qu l, ngi mua c th yu cu vi gi thp v chit khu theo khi
lng mua.
- i vi ngi tiu dng cui cng, chi ph h chuyn i sang s dng
sn phm ca nh cung cp khc l thp. iu ny buc cc cng ty trong ngnh chng
li nhau gim gi v khng ngng tng chi ph R&D hon thin sn phm ca
mnh.
Do vy, nng lc ca ngi mua l cao.
4. Nng lc thng lng nh cung cp
Mt s nh cung cp ca cc cng ty trong ngnh nh Grupo Altex, Harinera La
Espiga, Miller Milling Company, Cargill (bt m), Cargill de Mxico, Michael Foods
Papettis, Copersucar Coop Prod A Alc Est (ng)
Nguyn liu c bn v quan trng nht ca ngnh ny l la m- khng c s
khc bit gia cc nh cung cp v gi sn phm u vo l nhng nguyn liu chu nh
hng bi gi c do kt qu cung ng ton cu, ch khng phi l ca mt nh cung cp.
Hn na, nh cung cp khng c nhiu quyn lc m phn trong ngnh ny do cc
cng ty trong ngnh hu nh lun ch ng u vo nhm tng tc sn xut. Cng ty
Kelloggs pht trin chin lc a dng ha nh cung cp, kim sot t li ch lu
di. Cng ty Gruma vn l mt cng ty cung cp cc loi ng cc cho th trng
Mexico, nay hi nhp dc, nn c quan h i tc vi nhiu nh cung cp. Do ,
nng lc ca nh cung cp thp.
5. Sn phm thay th
Cc sn phm c th thay th cho bnh c th l cc loi thc n nhanh, snack,
ng cc hay sa. C th ni, sn phm thay th i vi ngnh sn xut bnh l kh nhiu
v a dng. Do , khch hng c th d dng t b sn phm ca ngnh l bnh m
chng hn, n hamburger hay thm ch l ung sa thay th. Do cc sn phm
thay th ca ngnh l tng i nhiu v c tha mn khch hng tng ng vi
cc sn phm bnh nn d b thay th. V d theo mt bi nghin cu ca t chc phi li
nhun AMF, t chc chuyn v pht trin thng mi nhng quyn Mexico, h ch ra
rng 68% ngi tiu dng a chung vic n ung ti cc ca hng nhng quyn
Mexico. Trong 67% ngi tiu dng thch n ti KFC, 13% thch n ung cc nh
hng ven ng hn, 10% th n cc ca hng nhng quyn khc (Pollos River and
Bachoco).
Sn phm thay th: d b thay th.

GRUPO BIMBO Trang31

III. Phn tch nhm ngnh
1. Cc nhm ngnh
a) Phm vi a l v chi ph R&D

Ngnh sn xut bnh Mexico c th chia thnh hai nhm chin lc c bn trn
tiu ch phm vi a l ca th trng v chi ph nghin cu v pht trin. Trong
nhm chnh gm cc cng ty a quc gia nh Bimbo, Kraft, Kellogs v Richs, ch
trng vo cng tc nghin cu v pht trin nhm 4 mc ch chnh l an ton v cht
lng sn phm, tng trng thng qua cc sn phm mi, tha mn ngi tiu dng
mt cch su sc v ct gim chi ph. Trong khi , cc nhm do hn ch v ngun lc
vn gi gn hot ng ca mnh trong nc, ch hot ng ti cc tnh a phng ca
Mexico v t ch trng vo R&D, ci m h quan tm l mc thun tin cng nh cc
ca hng, sn phm chnh ca h l cc sn phm truyn thng ca h t c s thay i
ci tin
GRUPO BIMBO Trang32

Biu trn cho thy cc cng ty dn u trong nhm chin lc a quc gia y
mnh cng tc nghin cu v pht trin cc sn phm mi nh th no. Do ngnh bnh
l ngnh kh c kh nng gy khc bit (ngoi tr tp trung vo s khc bit thng qua
gi tr dinh dng, bao b) th vic gy dng lng trung thnh ca ngi tiu dng l
mt v kh ti u nht. lm c iu ny mt vi cng ty trong ngnh chn la vic
nng cao hnh nh thng hiu ca mnh thng qua cc cng vic pht trin x hi nh
GRUPO BIMBO Trang33

gio dc bo v mi trng. Mt s nhm khc do khng c c v th th trng cao,
nhm ny c bit bao gm cc tp on quc t mi gia nhp ngnh cha y 10 nm,
th nn vic gp phi nhng i th trong nc ang lm chm qu trnh m rng ca
h.
b) Ro cn di ng
Cc cng ty nhm chin lc th 2 gp phi mt ro cn ln khi gia nhp vo
nhm ton cu c nn tng nghin cu v pht trin mnh. Th nht c th pht trin
nhiu th trng ln nh vy th ngoi tr cc yu t v sc mnh thng hiu hay
sn phm cht lng m cn i hi u t vn kh cao. Bn cnh l c h thng
cc sn phm a dng ph hp vi cc tiu chun an ton cht lng quc t
2. Phn tch chu k ngnh
Trong giai on 2000-2010, ngnh cng nghip thc phm Mexico nm giai
on ti t chc. Dn s tng cng vi nhng thay i v thnh phn dinh dng trong
thc phm, lm cho nhu cu pht trin kh nhanh. Bn cnh , do cc sn phm
bnh (trong c bnh m) thuc loi sn phm thit yu nn nhu cu ny kh bn vng.
Chnh v vy, ngnh bnh Mexico c c trng bi hn 40.000 tim bnh ln nh
thuc nhiu cng ty, h kinh doanh nh khc nhau v s lng cc tim bnh, ca hng
khng ngng tng ln, dn dn hnh thnh cung ln hn cu. c bit l khu vc
Trung Mexico, hng lot cc cng ty tn tui u tp trung y nh Bimbo, Kellogs,
Richs, Kraft
Hnh bn di cho thy mng li phn phi dy c ca cc cng ty sn xut
bnh khu vc Trung Mexico, trong khi 2 u li rt tha tht. y chnh l khu vc
th trng m cc cng ty trong ngnh quan tm khi ngnh bc sang trng thi bo ha
v nhu cu ti th trng truyn thng Trung Mexico b hn ch.

GRUPO BIMBO Trang34

KT LUN:
- p lc t i th cnh tranh tim tng thp.
- Canh tranh gia cc i th trong ngnh rt gay gt.
- Nng lc thng lng ca nh cung cp thp.
- Nng lc thng lng ca ngi mua cao.
- Sn phm d b thay th.
- Ngnh ang giai on ti t chc.
Ngnh km hp dn.

IV. Phn tch ng thi cnh tranh
1. C cu cnh tranh
C hn 1.000 trung tm ch bin thc phm ln Mexico (2007). Trong c
69 cng ty trong ngnh cng nghip bnh vi s hin din ca cc cng ty sn xut
bnh ln nh sau: Grupo Bimbo, Kraft, Gruma, Grupo Taifelds, La Espiga, Productos
Rich, Kelloggs v mt danh sch di cc doanh nghip khc. Ti Mexico c hn 40.000
tim bnh ln nh thuc nhiu cng ty khc nhau. Tuy nhin, bn cnh vn ni ln
mt s tn tui l nhng cng ty a quc gia nh Bimbo, Kraft, Kellogs, Richs Nm
2010, Grupo Bimbo chim gi 15,5% th trng bnh ti Mexico, theo sau Grupo
Bimbo l PepsiCo.Inc chim gi 3,9% v Kellogg Co. chim 3,1 %. Th phn ca 3
cng ty ln u ngnh kh thp (<80%) nn c th nhn thy: Ngnh sn xut bnh
Mexico l mt ngnh phn tn.
2. i th dn u
Grupo Bimbo tng cng u t vo hot ng R&D, m rng mng li
phn phi c trong v ngoi th trng Mexico. Vi s pht trin ca mt mng li
GRUPO BIMBO Trang35

phn phi gm khong 27.000 xe giao hng, cung cp khong 700 sn phm khc nhau
trn khp Mexico, Bimbo tr thnh ngi dn u th trng.
i th trc tip ca Bimbo chnh l cng ty ng th hai trong ngnh bnh
Mexico, Kraft Foods.
3. Cc bc dch chuyn cnh tranh gn y
Vn sc khe hin nay c t ln hng u khi khch hng la chn sn
phm, bi nh chng ti trnh by trong phn mi trng ton cu, cc bnh bo ph,
bnh tim mch hin ang l nhng cn bnh tr nn rt ph bin. Do , cc cng ty
bnh ang n lc tm kim, sng to cc sn phm bnh chuyn bit v sc khe nh
bnh ginh cho ngi n chay, ngi bnh tim, bnh tiu ng. Cnh tranh v gi
khng cn l cnh tranh c a chung nh trc v thc t mt trong nhng tiu ch
la chn sn phm bnh ca ngi tiu dng khng quan trng v gi c na m ch
n sc khe nhiu hn.
4. D kin cnh tranh
T cui th k XX tr i, xu hng ton cu ha din ra mnh m. Cc cng ty
a quc gia hng mnh vi ngun lc ln ang ln sang th trng Mexico v xt thy
y l mt th trng tim nng. S l mi lo ln cho cc cng ty trong ngnh bnh ti
Mexico hin nay. Chnh v vy cnh tranh tt yu s xy ra v d kin xy ra khc lit.
Mnh m nht vng Trung Mexico do chu k ngnh ti khu vc ny ang nm trong
giai on bo ha v y cng l khu vc m cng ty dn u ngnh Grupo Bimbo ang
nm gi gn nh ton b th phn. Khu vc Nam v Bc Mexico xy ra cnh tranh bnh
lng hn v y l th trng b b ng trong nhiu nm, h thng phn phi khu vc
ny cng rt ngho nn.

V. Nhn t then cht thnh cng trong ngnh.
Xc nh nhn t then cht cho s thnh cng trong ngnh l vic lm cn thit
cho cc cng ty mun gia nhp ngnh v cc cng ty ang hot ng trong ngnh t
y c nhng cch ng x, chin lc ph hp vi hot ng v tnh hnh kinh doanh
ca cng ty mnh. lm r iu ny phi ln lt tr li 3 cu hi sau:
Cu 1: Khch hng chn thng hiu no da trn iu g?
Cu chuyn cnh tranh gia Guma v Bimbo l cu tr li r nht cho cu hi
trn. Khi hu ht cc khch hng la chn sn phm ca Grupo Bimbo. Cnh tranh v
gi khng gip Gruma ginh c th phn ln nhng n nm 2003, khi thc hin a
ra cc sn phm mi, nhn mnh vo yu t sc khe th th phn ca Gruma tng t
10% ln n 17% vo nm 2007. Vy cn phi phn tch vn ny nh th no:
Dinh dng v sc khe: Ngi tiu dng ang ngy cng quan tm v
sc khe ca mnh v cng nhn thc c mi quan h gia thc phm dinh dng v
GRUPO BIMBO Trang36

sc khe. Cc phng tin truyn thng ngy cng tng phm viv cc lnh vc y t, t
l mc cc bnh (bo ph, tiu ng v cc bnh v tim mch), lo ngi v ngoi hnh,
thay i li sng. Tt c nhng th ny gp phn nng cao nhu cu cc sn phm bnh
m tt cho sc khe. V vy, to ra cc sn phm chuyn bit mang tnh chc nng l tt
yu tn ti trong mi trng cnh tranh.
Thun tin: Thun tin ni ln thnh mt yu t quan trng xc nh
mt sn phm c c s ng chp nhn hay khng. Thc phm tin nghi l cn thit
trn th trng bi v trong nhng yu t gp phn thay i thi quen n ung v li
sng bn rn, p lc v vic gim thiu thi gian cho vic n ung hn. Ngoi ra, nhu
cu ngy cng tng i vi tiu th n nh lnh mnh lm tng nhu cu i vi cc
sn phm tin li kt hp vi cc li ch sc khe v cht lng tt. p ng vi xu
hng ny, cc nh sn xut bnh tung ra sn phm vi mt phn duy nht v cc gi
nh hn.
Hp khu v: Ngoi cc sn phm lnh mnh, ngi tiu dng cng ang
mua cc sn phm p ng vi s thch v v gic ca h. Vi li sng ngy cng tr
nn cng thng, ngi tiu dng c th thng thc thc phm vi mc ch n ung
thoi mi hn. Trn trang web ca cng ty, sn phm by bn trong tim bnh v siu th
trc tip gp phn vo xu hng ny, v mi v ca bnh m mi nng v cc sn
phm khc l mt yu t thc y mnh m trong hot ng mua tip theo. Ngi tiu
dng ngy cng tm kim cho cc sn phm cao cp, hp khu v v c o p ng
mong mun ca h trong vic thng thc.
Cu 2: Ci g to nn hiu qu trong ngnh ?
Bn cht sn phm bnh m to nn mt h thng phn phi ring. V sn phm
bnh thng c thi gian s sng ngn, bo qun v vn chuyn kh khn, phi ch
trng v khu trng by nn h thng phn phi ca cc cng ty trong ngnh thng rt
rng tip cn vi khch hng mt cch nhanh chng nht. Bnh m l mt sn phm
d dng b h hng, cn phi tip cn vi ngi tiu dng ngay sau khi sn xut. V bi
v n l sn phm chnh trong cc ba n, ton b dn s l mt th trng tim nng
cc cng ty hng n phc v. Chnh v vy mt h thng phn phi rng ri l ng
nhin v ct yu. Cc cng ty ang n lc xy dng mt i xe ln giao hng v mt
mng li phn phi tri di trn ton b quc gia, bin th trng tim nng thnh
th trng ca mnh. Bng cch ny hay cch khc th cc cng ty u mun xy dng
mng li phn phi ca mnh vi nhng tiu chun nh sau:
Bao ph th trng: nhiu im bn v phn b rng ri cc vng a l
khc nhau. Nh vy c hi tip xc vi khch hng l rt cao.
Trnh by sn phm: sn phm im bn phi c trnh by p mt,
gy s ch v thch th cho khch hng.
GRUPO BIMBO Trang37

Sn phm sn c: bt k sn phm no ca cng ty gii thiu ti im bn
phi c mt v c trng by ti im bn. Bt k khi no khch hng t hng phi
m bo v cht lng sn phm v thi gian giao hng nh cam kt.
Xy dng c mng li phn phi nh vy th s thnh cng n vi cng ty l
tt yu. Ly v d v mng li hn phi ca cng ty u ngnh l Grupo Bimbo: 50,000
tuyn ng, 27.000 xe phn phi, 1.000 trung tm phn phi, trn 2 triu im bn
hng.
Cu 3: Kh nng to s khc bit ca cc cng ty trong ngnh l g?
Sng to sn phm lin tc l c hi to nn s khc bit cho cc cng ty trong
ngnh. Mi cng ty nh hng cho mnh nhng sn phm c o, bao gm c v mu
m, bao b, thnh phn dinh dng v gi tr mang li cho khch hng.
"Thc hin i mi v tin b dn n s gia tng cc sn phm nhm mc ch
lm hi lng khu v ca ngi tiu dng c thc v sc khe".
Xu hng sc khe ngi tiu dng s ng mt vai tr quan trng trong vic
pht trin v duy tr thnh cng trong ngnh cng nghip bnh.Hm nay, trch nhim
ny ph thuc vo tc v tnh linh hot trong vic gii quyt nhu cu ca ngi tiu
dng. Nhn dng v s khc bit sn phm l nhng im quan tm hng u.Xy dng
thng hiu l mt hin tng ph bin nng cao nhn dng sn phm. Thnh cng
ca mt cng ty trong ngnh cng nghip sn xut bnh ph thuc vo kh nng ca
mnh khng ch i mi, m cn duy tr s i mi ny thng qua vic cung cp
cc h tr gi tr gia tng trong cc lnh vc khc nh pht trin sn phm v nh v.
Tm li, nhn t then cht cho s thnh cng trong ngnh l:
Cht lng sn phm
Knh phn phi hiu qu
Kh nng ci tin v i mi.

VI. Lc lng dn dt s thay i trong ngnh.
Lc lng dn dt s thay i trong ngnh ch nhng nhn t tc ng n cng
ty, quyt nh n s lng cc cng ty trong ngnh, quy m cc cng ty trong ngnh.
T e da n s thay i cu trc ca ngnh. Sau y l phn tng kt 4 lc lng
dn dt s thay i cu trc ca ngnh c chn lc v c kt t cc nhn t ca mi
trng ton cu, mi trng v m v mi trng ngnh c nh hng mnh m n
ngnh c phn tch trn:
1. Cht lng sn phm
S thay i trong nhu cu ca khch hng hng n nhng sn phm giu dinh
dng. Sn phm chuyn bit cho nhng nhu cu chuyn bit nh sn phm cho ngi
bnh bo ph, tiu ng, tim mchYu cu khc khe v nhng quy nh nghim ngt
GRUPO BIMBO Trang38

v vn v sinh an ton thc phm. Lm cho cht lng sn phm ngy cng tng l
iu tt yu. Nhng cng ty trong ngnh mun gi th phn bt buc phi thc hin tt
cam kt m bo cht lng sn phm. Phi bt kp c nhng yu cu, tiu chun mi
p ng kp thi. Ch ng tm kim v khm ph nhng nhu cu mi tung ra cc
sn phm ph hp xu hng. Yu t cht lng sn phm to ra sc p cnh tranh buc
cc cng ty tha mn nhu cu, p ng cht lng, cung cp nhiu sn phm dinh dng
cho khch hng. Ngoi ra, mt c cng ty c kh nng c th tm kim, khm ph nhng
khe h mi trong th trng thm nhp.
2. Kh nng ci tin, i mi.
Kh nng ci tin v i mi ca cng ty s l yu t then cht to nn thnh
cng ca cng ty v cng l lc lng dn dt s thay i trong ngnh. Ci tin v i
mi l h qu tt yu ca s thay i nhu cu ca khch hng i vi cc sn phm mi,
m bo sc khe v dinh dng. Ci tin v i mi gip cc cng ty trong ngnh thch
ng v i ph mt cch c hiu qu trc yu cu mi trng kinh doanh thay i
nhanh chng. Mt iu tt yu s n vi nhng cng ty khng c s i mi v ci tin
l b loi tr ngay lp tc trong mi trng cnh tranh khc lit ny.
3. Knh phn phi.
Xy dng h thng phn phi hiu qu l yu t quan trng quyt nh n vic
cng ty c tn ti trong ngnh hay khng trc khi ni n s pht trin. Do bn cht v
c im ca sn phm trong ngnh m h thng phn phi cng rng cng gip cho cc
cng ty d dng tip xc vi khch hng ca mnh, d hn trong vic tng lng bn v
doanh s. Phm vi v quy m ca h thng phn phi l yu t quyt nh xem cng ty
c thc s tn ti c hay khng v nu c th c lu di hay khng.
4. Mua li v sp nhp (M&A)
Mua li v sp nhp l lc lng dn dt mnh nht n s thay i ca cu trc
ngnh. Mt hnh ng mua li hay sp nht vi quy m ln din ra thay i v th
ca cc cng ty dn trong ngnh, thay i quy m ca cc cng ty. Chnh v vy m
xu hng mua li v sp nhp nguy c ln cho s thay i cu trc ngnh nhanh chng
hin nay.
VII. Tng kt xu hng, c hi v e da
1. Cc nhn t, xu hng chnh ca mi trng
a) Mi trng ton cu
Gi nguyn vt liu tng cao.
Th gii ang phi i mt vi mt s vn sc khe nghim trng lin
quan n ch n ung.
Bng n dn s th gii.
Vn v sinh an ton thc phm c th gii c bit coi trng.
GRUPO BIMBO Trang39

Xu hng Mua li v sp nhp (M&A).
b) Mi trng v m
Xu hng s dng cc sn phm c li cho sc khe.
Dn s Mexico tng nhanh.
Chnh ph Mexico ngy cng tht cht cc quy nh v VSATTP.
c) Mi trng ngnh
Ngnh km hp dn.
Xu hng cnh tranh v sn phm mnh m hn l cnh tranh v gi.
2. C hi:
Khai thc nhu cu thc phm ngy cng a dng.
M rng th trng.
3. e da
p lc v chi ph nguyn vt liu.
p lc v m bo VSATTP, i mi v ci tin cht lng sn phm.
Cnh tranh ton cu.

GRUPO BIMBO Trang40

PHN IV: PHN TCH QUN TR CHIN LC CA CNG TY

A. CHIN LC PHT TRIN CNG TY
I. Chin lc tp trung vo mt lnh vc kinh doanh n l.
Ngay t khi mi thnh lp, Grupo Bimbo nh hng hot ng ca mnh
trong ngnh thc phm, iu ny c tuyn b r rng trong s mnh:
Produce and market food products
Sn xut v bn cc sn phm thc phm trn th trng
Lc u cng ty tp trung hot ng sn xut v phn phi cc sn phm bnh
(bakery products), sau tham gia vo sn xut v phn phi cc sn phm ko mt
(Confectionery products) vo nm 1972. Cng ty dnh ton b ngun lc ca mnh,
u t vo ngnh cng nghip thc phm. Cng ty b ra mt ngun vn ln cho hot
ng nghin cu, pht trin cng ngh sn xut, tung ra cc sn phm bnh ko cht
lng cao vi nhiu hng v p ng nhu cu ca khch hng.
1. Cc sn phm chnh:
Hin ti Grupo Bimbo ang hot ng chnh trn 2 nhm sn phm chnh l:

- Bnh (bakery products): vi cc sn phm bnh lm t bt m, bao gm cc loi
bnh thng dng nh bnh m, bnh cun, bnh pastries, pastas cho n cc loi
bnh mang tnh cht vn ha a phng nh bnh torillas, bnh muffins c
cung cp bi 4 n v kinh doanh: Bimbo SA de CV, BBU, OLA v El Globo.

GRUPO BIMBO Trang41

- Ko mt (Confectionery products): cung cp cc sn phm giu ng, t vi cht
dinh dng nhng giu calo nh ko cng, socola, ko mm, kem lnh, caramel,
chewing gum Cc sn phm ny do n v Barcel SA de CV sn xut.

Trong sut qu trnh hot ng, cc sn phm bnh vn l nhng sn phm mang
tnh cht sng cn v quan trng i vi Grupo Bimbo, khi c sn xut ti 4/5 n v
kinh doanh ca cng ty v em li cho cng ty phn ln doanh thu.. Cc sn phm ko,
GRUPO BIMBO Trang42

snack ch mi c quan tm t nhng nm 1972, tnh t thi im Bimbo cho ra i
thng hiu Ti Rosa ng thi chiu m c 2 tn tui ln ca ngnh snack v ko l
Bacel v Dulces y Chocolates Ricolino.
Sau y l biu doanh thu ca Grupo Bimbo qua 10 nm t 2000 n 2010
trong ngnh thc phm.

Vic tp trung hot ng vo mt ngnh n l gip cng ty c th ch ng
ngun lc, qun l tt hn qu trnh hot ng, em li cho cng ty doanh thu tng lin
tc qua cc nm. c bit l s tng vt mnh m doanh thu ca cng ty t 2008. iu
ny c gii thch bi cch thc Grupo Bimbo tp trung vo lnh vc thc phm ca
mnh thng qua vic mua li v lin minh nh phn tch di y.
2. Cch thc thc hin chin lc tp trung vo ngnh thc phm:
a) Mua li
Mua li gip cho cng ty kt hp ngun lc sn c ca mnh vi vic tn dng
dy chuyn sn xut, h thng phn phi, hc hi thm kinh nghim sn xut v hot
ng t cc cng ty mua li c th tp trung vo lnh vc thc phm. Trong c th
chia thnh hai hot ng mua li chnh ca cng ty l mua li cc nh my, cng ty
snacks, ko mt v mua li cc cng ty, nh my bnh.
Grupo Bimbo mua li mt s cng ty v nh my ko ln nh:
- Nh my ko Park Lane c (2004).
- La Corona- nh sn xut ko v s-c-la Mexico. (2005).
GRUPO BIMBO Trang43

- Coronado- nh sn xut cc sn phm ko t sa d, Holanda and Bing
nh my sn xut kem (2006).
- Vero Dulces- cng ty bnh ko hng u J alisco, Mexico (2010).
y l bng tng hp v s lng cc cng ty m Grupo Bimbo thc hin
mua li giai on 2000 - 2010, v s lng cc cng ty c mua li nhm thc hin
chin lc tp trung vo lnh vc thc phm.

Nm Tng s v mua li Tng s v mua li
cng ty, nh my
ko mt
Tng s v mua li
cng ty, nh my
bnh
2000 2 0 2
2001 4 0 4
2003 6 3 3
2004 3 2 1
2005 2 1 1
2006 6 1 5
2008 5 0 5
2009 4 1 3
2010 3 1 2
Tng 35 9 26
T l (%) 100 25,7 74,3

Kt lun:
Trong thi gian t 2000-2010, Bimbo tin hnh xm nhp vo nhiu th trng
khc nhau thng qua cc hp ng mua li. C tt c 35 thng v mua li trong thi
gian ny. Trong hu ht cc cng ty c mua li l nhng thng hiu bnh trong
nc v ton cu. Ring ch c 9 cng ty, chim 25,7% cc cng ty mua li sn xut cc
sn phm nh: ko mm, ko cng, sa d hay ung dng bt
Ni cch khc, trong thi gian 2000-2010, chin lc ca Bimbo vn lun hng
ti vic ti u ha cc hot ng kinh doanh trong ngnh sn xut bnh v y c
xem nh l lnh vc chnh ca cng ty. iu ny hon ton ph hp vi s mnh hin ti
ca cng ty: Tr thnh nh dn o trong ngnh bnh quc t
b) Lin minh
Bn cnh cc hnh thc mua li, Grupo Bimbo cn thc hin lin minh vi cng
GRUPO BIMBO Trang44

ty trong lnh vc m cng ty tham gia. in hnh l:
Lin minh vi Grupo Lala ca Mexico
Nh l mt phn cam kt ca mnh i vi sc khe v phc li ca ngi dn,
Grupo Bimbo v Grupo Lala- cng ty hng u trong cng nghip thc phm lin minh
vi mc tiu lm cho cc sn phm sng to c sn cho ngi tiu dng v p ng nhu
cu v s thch ca h.
S dng kinh nghim v kh nng ca Grupo Bimbo v Grupo Lala nh l mt li
th, nm 2006, hai nh lnh o ngnh cng nghip thc phm ti Mexico bt tay vo
nghin cu, pht trin v tung ra th trng mt sn phm dinh dng mi Cer ok!- sn
phm ng cc u tin c cha sa ti Mexico.
S khi u cho lin minh ny c da trn vic xc nh cc c hi th trng, vi
mc tiu s dng ti a ngun lc, kh nng phn phi ca c hai cng ty, cng nh ti a
ha s phi hp gia Grupo Bimbo v Grupo Lala.
Trong 2 hnh thc thc hin chin lc tp trung vo lnh vc kinh doanh n
l l thc phm, Bimbo phn ln s dng hnh thc mua li xm nhp v pht trin
th trng mi ca mnh. Nguyn nhn l v:
- Th nht, ngnh thc phm l mt ngnh mang tnh cht vn ha a phng l rt
cao, rt kh mt cng ty l mt no c th xm nhp vo ngnh mt cch
nhanh chng c, iu cn c thi gian gy dng danh ting. Hay ni cch
khc, ro cn v lng trung thnh thng hiu l kh cao.
- Th hai, ro cn v h thng phn phi. Cc cng ty khi thm nhp vo lnh vc
kinh doanh mi, vic xy dng h thng phn phi khng phi l ngy mt ngy hai,
nn cn tn dng h thng phn phi ca cc cng ty mua li t thm nhp
nhanh chng vo lnh vc kinh doanh mi, gia tng sc mnh v s hin din trn
th trng.
- Th ba, bt tay vo lnh vc kinh doanh mi, khng phi lc no Bimbo cng c
y k nng, kinh nghim v cng ngh cho ra i nhng sn phm tt nht.
V vy Bimbo c th hc hi nhng iu ny t nhng cng ty mua li.
Mc d c nhiu nguyn nhn Bimbo hng n chin lc mua li, tuy
nhin, vic mua li cc cng ty ln nh ny cng mang li Bimbo khng t thch thc.
u tin v ng k nht l h s tn nhim ca cng ty trn sn giao dch chng
khon b st gim. Do i vi cc thng v ln nh George Weston, Bimbo phi
vay hn 600$ triu t th trng vn. iu ny lm gia tng n by ti chnh v nh
hng xu n lng tin nh u t. Ngay sau khi tuyn b mua li cng ty ny, t chc
nh gi tn dng ln l Standard & Poor's v Moody's ngay lp tc h mc nh gi
ny xung i vi Bimbo .

GRUPO BIMBO Trang45

3. ngha ca chin lc tp trung vo ngnh thc phm.
Tp trung u t vo ngnh thc phm gip cng ty tp hp y cc ngun vt
cht, cng ngh, ti chnh, nhn s, u t ci tin v tp trung nghin cu cho qu
trnh sn xut ca mnh, t cho ra i nhng sn phm cht lng cao nht, v gi v
tr mt trong nhng cng ty hng u trong ngnh. y c xem l chin lc hiu qu
nht a cng ty ngy cng pht trin.
Ngnh thc phm trn th trng th gii l mt ngnh tng trng nhanh,
yu cu ng k cc ngun lc ca cng ty. Chnh v vy, Grupo Bimbo thit lp mt
li th cnh tranh t chin lc tp trung nhm gia tng li nhun di hn.
Bn canh , vic phn b ngun lc vo qu nhiu hot ng s lm cc ngun
lc khan him ca cng ty b dn tri qu mng, hu qu l hiu sut gim xung. Do
Grupo Bimbo c mt li th cnh tranh vng chc khi bit cch tp trung ngun lc vo
lnh vc sn xut cc sn phm bnh ko.
Vic tp trung vo lnh vc thc phm khng ch gip cho cc nh qun tr cp
cao tp trung s ch vo hot ng kinh doanh ct li m cn gip cng ty gn cht
hn vo ngnh bnh ko ca mnh, lnh vc m cng ty hiu bit nhiu nht, trnh gp
phi sai lm khi a dng ha vo cc ngnh m cng ty khng hiu bit r.
Tm li, tp trung vo lnh vc bnh ko gip Grupo Bimbo:
Gia tng cht lng sn phm.
Thit lp li th cnh tranh.
Hn ch dn tri ngun lc lm gim hiu sut.
Hng vo ngnh m cng ty c nhiu kinh nghim v hiu bit.
Cnh tranh thng li trong ngnh bnh ko, cng c v th dn o trn th
trng.
II. CHIN LC HI NHP DC
Bn cnh chin lc tp trung vo mt lnh vc kinh doanh n l, Grupo Bimbo
cng nhn thy nhng li ch m chin lc hi nhp dc mang li cho cng ty. Hin
ti, trn chui gi tr ca ngnh thc phm (cung cp cc sn phm bnh v ko
mt) cng ty ang nm ti v tr chnh- l sn xut vi thi gian u t c tnh
nm 2010 l 65%, cc v tr khc nh phn phi, bn l, cng ty ch u t thi
gian l 9%.

GRUPO BIMBO Trang46

Nguyn vt
liu

Sn xut

Phn phi,
Bn l

Ngi tiu
dng
GRUPO BIMBO

Vi ngun lc ti chnh, k thut v cng ngh mnh m, nghin cu th trng
v nng lc v bn hng, Grupo Bimbo thc hin c hi nhp dc xui chiu v ngc
chiu. Tuy nhin, c 2 loi hnh ny u c cng ty thc hin dng chp, khng
phi hon ton.

Chui gi tr trong ngnh bnh v ko mt

1. Hi nhp dc xui chiu
T nm 2002, Bimbo bt u y mnh vo vic bn l v m rng knh phn
phi bng cch:
- Rt chn ra khi cc chui phn phi bn l v thay vo l vic mua li
cc ca hng bn l nh El Globo, El Molino.
GRUPO BIMBO Trang47

- Xy dng 2.200 tuyn ng phn phi mi (2007).
- Lin doanh vi Arcor- mt cng ty phn phi a quc gia ca Argentina
nhm phn phi cc sn phm ko trong th trng Mexico.
- Lin doanh vi Grupo MacMa y mnh knh phn phi bnh pastas
Mexico.(2005)
- Mua li J oyco de Mxico mt cng ty sn xut v phn phi ko Mexico
nhm tn dng knh phn phi ca J oyco de Mxico.
Vi mng li phn phi c mua li cc cng ty trong ngnh, lin doanh vi
cc cng ty phn phi, cng vi mng li phn phi c t trc, hin ti cng ty
c mt mng li phn phi ln nht th gii vi hn 50.000 tuyn ng , 2.100.000
im bn 19 quc gia trn ton th gii.
Kt lun: Bng vic kim sot h thng knh phn phi, Grupo Bimbo to
lp c mt ro cn nhp cuc cho cc i th mun nhp ngnh. Ngoi ra, thc
hin hi nhp dc xui chiu cng gip Grupo Bimbo kim sot tt hn cc knh phn
phi, m bo gi c, hnh nh cng nh cht lng sn phm ca cng ty, mang li s
hi lng v p ng tt nht nhu cu ca khch hng. iu ny cng s gip Grupo
Bimbo to dng c li th cnh tranh so vi cc i th trong ngnh.
2. Hi nhp dc ngc chiu
Trong giai on ny, Bimbo c nhng bc dch chuyn r rt trn chui gi tr
ca ngnh. Bn cnh vic mua v nhp khu cc nguyn liu u vo cn thit cho hot
ng sn xut, cng ty cn ch ng u vo ca mnh thng qua vic hi nhp dc xui
chiu n cc nh cung cp nguyn liu u vo.
C th l cng ty xy dng v m rng cc nh my sn xut bt la m, bt
ng ln Hoa K, Chu M Latinh v Mexico:
- Xy dng 3 nh my bt 3 bang khc nhau ca Mexico (Hidalgo, La
Paz, B.C Monterrey).
- Xy dng mi mt nh my bt Guadalajara, J alisco.
- Thit lp h thng x l bt ng mi nh my Amarillo, Texas.
y l mt bc i khn ngoan, nhm gim s ph thuc vo cc nh cung cp
bn ngoi, cng nh trnh ri ro xy ra t t gi hi oi.
Grupo Bimbo cng xy dng t rt sm cc phng th nghim khoa hc tng
hp, cc vin nghin cu ti M, Mexico, Trung Quc B phn R&D ca Grupo
Bimbo tm ra nhiu phng php, to ra cc loi men mi v s dng cc loi
nguyn liu mi vo quy trnh sn xut nhm gim bt chi ph cho cc ngun u vo
ca cng ty.
Kt lun: Vi vic t thit lp v kim sot mt phn cc u vo cho sn
xut, hay ni cch khc, chin lc hi nhp dc hnh chp ny gip Grupo Bimbo gim
GRUPO BIMBO Trang48

c mt phn chi ph, s ph thuc vo cc nh cung cp, ch ng hn v ngun
nguyn vt liu.

B. CHIN LC TON CU
Grupo Bimbo bt u qu trnh thm nhp v m rng ra th trng nc ngoi t
nm 1979. chun b cho chin lc thm nhp v m rng ra th trng ton cu,
nm 1980, Bimbo bt u mua bn 15% c phn ti S Giao dch chng khon Mexico
(BMV). Vi s h tr v ti chnh ny, Bimbo ln lt thc hin chin lc thm
nhp v m rng th trng. Ban u, cng ty tin hnh xut khu sn phm sang th
trng Hoa k ri ln lt xy dng cc t chc con ca Bimbo ti cc khu vc nh
Bimbo Trung M (1989), Bimbo Argentina v khu vc M Latin (1991).
Giai on nm 2000- 2010, gt hi c nhiu thnh cng t vic thm nhp v
m rng th trng, Grupo Bimbo ch trng n pht trin 4 khu vc th trng l: M
v M Latin, Trung Quc (Chu ) v Chu u.

Doanh thu v ti sn cc khu vc th trng qua cc nm.

GRUPO BIMBO Trang49

Doanh thu v ti sn ca Grupo Bimbo ti ba khu vc th trng chnh khng
ngng tng qua cc nm. Thy r nht l s tng doanh thu v ti sn M nm 2008-
2009. iu ny c l gii bi s kin ngy 21 thng 1 nm 2009, Grupo Bimbo thng
GRUPO BIMBO Trang50

bo rng h hon thnh vic mua li ca cc doanh nghip bnh Hoa K ca Weston
Foods, Inc (WFI), thuc s hu ca Dunedin Holdings S.A, mt cng ty con ca George
Weston Limited nm Toronto, cng nh mua li cc ti sn ti chnh c lin quan. Lm
cho doanh thu ca M cng tng ln ng k vo thi gian ny.

Tng doanh thu ca Grupo Bimbo tng u nhng doanh thu v t trng doanh
thu ca tng khu vc th c s bin ng qua cc nm. C th: t trng doanh thu n nh
gia ba khu vc t nm 1998-2008. Nhng tip theo hai nm sau 2009 v 2010 t trng
doanh thu ca Mexico gim nghim trng, s st gim ny c cng vo t trng doanh
thu cho khu vc Hoa K. Cn M Latin th khng c s thay i ln lm.
GRUPO BIMBO Trang51

Cng tng t nh t trng doanh thu trn, t trng ti sn cng c s chuyn bin
ln nht vo nm 2009-2010. Khi Mexico ch cn 35-36% t trng ti sn. Trong lc t
trng ti sn Hoa K tng hn gp i 51-48%. iu ny c gii thch do s u t
mua li ca Bimbo trong thi gian ny ti Hoa K l tng i ln, c bit l vic mua li
cng ty kinh doanh bnh ti Westion Foods ti Hoa K.
I. M

GRUPO BIMBO Trang52

1. Sn phm
Cc sn phm chnh: bnh m ng gi, bnh cun ngt, bnh sa nh, Muffins,
Pastries, bnh m vng cng, bnh quy, Tortillas, bnh Pizza.
Cc thng hiu chnh bao gm: Arnold, Bimbo, Boboli, Brownberry,
Entenmanns, Francisco, Freihofers, Marinela, Mrs. Bairds, Oroweat,
Stroehmann, Thomas and Tisa Rosa.
2. V tr ca cng ty
Cng ty bnh s 1 ti th trng M.
Dn u vi cc thng hiu hng u.
Nh sn xut bnh nng xp (muffin) s 1 ti M.
ng u trong danh mc cc thng hiu bnh c ngun gc t cc nc ni
ting Ty Ban Nha.
C cc nhn hiu a phng pht trin mnh m.
3. Khai thc li ch
- Hoa K l quc gia lng ging vi Mexico, do nhu cu bnh y cng kh
tng ng vi Mexico, c bit l cc sn phm bnh truyn thng nh bnh m ng
gi, bnh pastries, tortillas. V vy, khi thm nhp vo th trng ny, Bimbo s d tip
cn vi s thch tiu dng ca khch hng v nhu cu v sn phm bnh Hoa K l
cao.
- Hn na, Grupo Bimbo c mi quan h vi Mc Donald v Wal Mart t trc.
khai thc li ch t mi quan h ny, Grupo Bimbo m rng h thng phn phi ca
mnh thng qua cc ca hng thc n nhanh Mc Donald v i siu th Wal Mart.
4. Thch thc gp phi v cch thc thm nhp ca cng ty
a. Bt u thm nhp nm 1984
Thch thc gp phi
Cng ty xc nh Hoa K l t nc u tin trong chin lc thm nhp th
trng ton cu ca mnh. Vi nhu cu ln v s tng ng v th hiu v tiu dng
sn phm thc phm ca khch hng Hoa K v Mexico nhng dng nh vic thm
nhp vo th trng ny ha hn gp phi nhiu kh khn do Hoa K tp trung nhiu
cng ty ln v mnh trong lnh vc thc phm t trc n nay nh tp on George
Weston Ltd, Flower Foods v Sara Lee, Pacific Pride Bakeries
Cch thc gii quyt: xut khu
Chnh v vy m cng ty la chn cch thm nhp ban u l xut khu vi
sn phm Marinela (1984). Xut khu gip Grupo Bimbo c th thm d kinh doanh ban
u, thc hin ng k tnh kinh t ca quy m khi cc sn phm xut khu c sn
xut tp trung ti nc ch nh Mexico.

GRUPO BIMBO Trang53

b. Nm 1996 n nay
Thch thc gp phi
Nhu cu khch hng ln v a dng, nhng sn phm ca Grupo Bimbo c mt
ti Hoa K c th p ng c phn no nhu cu ca khch hng nhng p ng nhng
i su vo s thch v nhu cu ca nhiu nhm khch hng tim nng khc th cng ty
vn cha khai thc c.
Cch thc gii quyt: mua li
Vi tham vng ca mnh v khng th b l mt th trng tim nng nh vy,
Grupo Bimbo tip tc thc hin chin lc thm nhp ca mnh thng qua vic mua li
hng lot cc cng ty ln nh Hoa K tng th phn ca mnh th trng ny.
Khi mua li mt cng ty no , Bimbo lun nhm n h thng phn phi ca
n, v bnh m l sn phm c thi gian s dng ngn, cn tip cn vi ngi tiu dng
cng sm cng tt v M l mt quc gia rng ln, nu phi xy dng li mt h thng
phn phi th rt mt thi gian v tin bc, nhng cha chc em li hiu qu cao. Do
, khi tn cng vo th trng M, BIMBO mua li cc cng ty ln vi mng li
rng khp nhanh chng tip cn th trng.
u tin l vic mua li cng ty Pacific Pride Bakeries vo nm 1996. Vo thi
im , Pacific Pride Bakeries l cng ty bnh ln nht trong khu vc San Diego. Cng
ty hin ti, Bimbo Bakeries USA, c thnh lp vo nm 1998 khi Grupo Bimbo mua
Mrs Bairds Texas, cng ty bnh thuc s hu gia nh ln nht nc M, v sp nhp
vi Pacific Pride Bakeries. Nm 2002, Grupo Bimbo mua li 5 nh my California,
Texas, Colorado v Oregon. Vic mua li ny mang li quyn s hu cc thng hiu
nh Oroweat, Entenmann, Thomas' English Bagels, v Boboli (trc thuc v
George Weston) cho Bimbo Bakeries USA.
Thng 1- 2009, Grupo Bimbo mua Weston Foods Inc, mt cng ty con ca
George Weston Ltd vi gi 2,38 t USD, mt thng v mua li s gip Bimbo Bakeries
USA tr thnh cng ty bnh ln nht nc M. Sau v mua li ny, Bimbo s hu
tng cng 35 nh my (trong 22 nh my trc y thuc George Weston Ltd) v
7000 im bn ti M, tri dc theo 48 bang vi doanh s bn hng nm khong 4 t
USD.
Di y l bng doanh thu v ti sn u t ca Grupo Bimbo vo th trng
Hoa K t nm 2000 n 2010.

GRUPO BIMBO Trang54

USA
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Doanh thu
(triu Pesos) 5552 5458 12001 12843 13173 13546 15826 16565 18049 49850 47875
T trng doanh
thu (%) 17 16 27 27 24 24 23 22 21 42 40
Ti sn (triu
Pesos) 4251 3942 13495 10363 9680 10023 11131 11791 14221 53361 49380
T trng ti sn
(%) 17 18 40 34 27 25 24 25 23 51 48

Ta nhn thy c s ng bin gia t trng doanh thu v t trng ti sn u t ti
th trng Hoa K. Khi t trng ti sn u t tng th nm cng ty nhn c doanh
thu cng tng vi t l tng ng, v d nh nm 2002: tng u t 22% th doanh thu
cng tng 9%. Hay nm 2009: tng u t 28% th doanh thu cng tng 21%....nhng
iu quan trng m chng ta nhn ra l: Grupo Bimbo tp trung u mt lng ln ti
sn vo th trng Hoa K, xem y l th trng mc tiu v gii thch mt phn v sao
Hoa K l th trng ln th 2 sau th trng ch nh Mexico.

II. M Latinh

1. Sn phm
Cc sn phm chnh: bnh m ng gi, bnh cun ngt, bnh sa nh,
Pastries, bnh quy, Tortillas, bnh Pizza, Alfajores.
GRUPO BIMBO Trang55

Cc thng hiu chnh bao gm: Agua de Piedra, Ana Maria, Bimbo,
Cena, Firenze, Fuchs, Holsum, Laura, Maestro Cubano, Mama Ines, Moran, Nutrella,
Pan Todos, Plucky, Plus Vita, Pullman, Pyc, Ricard, Rollys and Los Sorchantes, Breddy,
Europa, Ideal, Lido, La Mejor, Marinela, Milpa Real, Monarca, Pix and Ricolino.
2. V tr ca cng ty
- L nh sn xut s 1 cc thc phm bnh nng ng gi ti 14 nc chu M
Latinh.
3. Khai thc li ch
Tng t nh Hoa K, Bimbo cng tn dng mi quan h vi Wal Mart d
dng hn trong vic tip cn khch hng ca mnh bi ngi Brazil rt chung mua sm
trong cc i siu th.
4. Thch thc gp phi v cch thc gii quyt
Cch thc thm nhp: xy dng nh my mi v mua li.
Ban u, khch hng M Latin c nh gi c nhu cu v s thch tng t
nh khch hng Mexico. T tin vi sn phm ca cng ty v nhng kinh nghim, nh
gi th trng ca cng ty mnh, Grupo Bimbo tin hnh thm nhp th trng M Latin
bng cch thc xy dng nh my mi.
Nm 1989, nh du s kin Grupo Bimbo m rng vic kinh doanh ra th trng
M Latin thng qua vic cho xy dng nh my ti Guatemala v i vo hot ng nh
my nm 1990. Tip sau l mua li hng lot cng ty cc nc M Latin nh Plus
Vita and Pullman, Nutrella (Brazil), hay xy dng nh my Chile.
Thch thc gp phi
Tuy nhin, khi bc chn vo mt s th trng M Latin, Bimbo gp phi
mt s tr ngi. ng k nht c th k n l Brazil. ban u Bimbo ngh rng thi
quen tiu dng ca h ging nh Mexico nhng khng phi vy, h tiu dng rt t bnh
m, bnh qun khong 2,5 kg so vi 7,5 kg Mexico (nm 2000), hn na, gi bnh m
Brazil li r hn Mexico, ch $1,5/kg so vi $1,9/kg Mexico v Mexico, knh phn
phi chnh l nhng tim tp ha nh, trong khi , ngi Brazil chung mua sm trong
nhng i siu th, 75% s bnh m c mua ti y.
Cch thc gii quyt
gii quyt vn ny, Bimbo mang li mt danh mc sn phm a dng
hn, trong nhn mnh vo cc sn phm bnh vi hng v ngt hn, ph hp vi
khu v thch ngt ca ngi chu M Latin, bn cnh ct gim cc im phn phi
c khng hiu qu v nhn mnh hn vo cc im phn phi ti cc siu th.
Sau hn 10 nm thm nhp v pht trin, Grupo Bimbo gt hi kh nhiu
thnh cng th trng M Latin. l vic hin din 14 quc gia, hon thnh xy
dng v i vo hot ng 18 nh my. Sau y l bng s liu doanh thu, t trng doanh
GRUPO BIMBO Trang56

thu, ti sn v t trng ti sn ca khu vc M Latin trong tng doanh thu v ti sn ca
Grupo Bimbo ton cu.

M LA TINH
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Doanh thu
(triu Pesos) 2092 2877 3207 3076 3741 3982 6275 7600 11346 13606 14207
T trng doanh
thu (%) 7 9 7 7 7 7 9 11 14 12 12
Ti sn (triu
Pesos) 2324 2800 2808 2631 2916 3125 4905 6524 11360 13563 16045
T trng ti sn
(%) 9 12 8 9 8 8 11 14 18 13 16
Vic u t vo M Latin v doanh thu nhn c t th trng ny cng tng
t nh th trng Hoa K. Nhng iu khc bit ln nht l vic u t vo th
trng M Latin t hn so vi Hoa K. ng th 3 trong tt c cc th trng u tin
u t v hot ng ca Grupo Bimbo.

III. Chu u
Cch thc thm nhp: xut khu, mua li nh my.
Grupo Bimbo khi ng sn xut ti th trng Chu - ni m trc Grupo
Bimbo ch bn cc sn phm ca h thng qua con ng xut khu.
Trong thng 4 nm 2000, thng qua cng ty Ricolino khnh thnh hai nh my
Lin minh chu u, mt ti Vienna, o, v mt nh my Ostrava, Cng ha Sc, s
kin ny thit lp qu trnh cho chin lc pht trin trong tng lai Grupo Bimbo th
trng Chu u.
Nhng hot ng c 3 nm, nhn thy s st gim nghim trng trong vn
sn xut v bn sn phm nn hai nh my o v Sc phi ng ca. Ton b cc
trang thit b, my mc c chuyn n cc nh my khc ca Grupo Bimbo Mexico.

GRUPO BIMBO Trang57

IV. Chu

1. Sn phm
Cc sn phm chnh: bnh m ng gi vi nhiu chng loi nh bnh m trng,
bnh m nng, bnh sa, bnh bp, bnh bao, mn thu.
Cc thng hiu chnh: Bimbo.
2. V tr ca cng ty
Nh tin phong trong vic pht trin cc sn phm bnh ng gi ti Bc Kinh v
Thin Tn.
3. Khai thc li ch
V sao Trung Quc l th trng tip theo m Grupo Bimbo mun hng n
trong chin lc ton cu ca mnh. Chng ta xem xt cc s liu cng nh nhng c
im lin quan n ngnh bnh v t nc Trung Quc:
T l tng trng GDP ca Trung Quc l 9.3% nm 2003 v 9.5% nm
2004, t l lm pht duy tr mc 2.8 3.9%.
Mt ngi Trung Quc trung bnh tiu th ht 1kg bnh mi nm. Trong
khi cc nc pht trin l 25-35kg, cc nc ang pht trin l 12-18kg. Vi dn
s hn 1 t ngi th Trung Quc l mt th trng rt tim nng.
Chnh ph Trung Quc to nhiu iu kin thun li cho cc cng ty nc
ngoi dch chuyn mt s ngun lc cn thit t c v tr cnh tranh ni bt ti th
trng ny.
Trung Quc cn l mt th trng y hp dn vi lc lng lao ng
di do, nhn cng gi r v ngun nguyn liu phong ph.
GRUPO BIMBO Trang58

Tnh hnh kinh t n nh, d bo tng trng mnh trong tng lai v nhng con
s kh quan v iu kin kinh doanh l nhng yu t hp dn Grupo Bimbo n vi th
trng Trung Quc.
Grupo Bimbo mun tn dng c li th ngun nhn lc di do v r Trung
Quc sn xut ra cc sn phm bnh khng ch p ng nhu cu trong lnh th
Trung Quc m cn hng ra xut khu cc nc xung quanh thuc Chu .
4. Thch thc gp phi v hng gii quyt ca cng ty
Thch thc gp phi
Nhu cu y khc nhiu so vi cc th trng m Grupo Bimbo hot ng.
Ngi Trung Quc khng c truyn thng n bnh m cho ba n sng. Nhng sn
phm ct li ca Bimbo t lu l bnh m, bnh ngt v cc tim bnh khc.
Cch thc thm nhp: mua li
Ngy 24 Thng 3 nm 2006, Bimbo bt u hot ng chu vi cc tha
thun mua cng ty Bc Kinh Panrico- Trung tm ch bin thc phm, cng ty con ca
cng ty Ty Ban Nha Panrico, SA, t ti Trung Quc, trong mt giao dch ln
9.200.000 Euro cho 98% c phn, b sung gi nh mt khon n rng 1,3 triu Euro.
Vi giao dch ny, Cng ty mua mt cng ty c 800 cng tc vin, mt nh my sn
xut v mt mng li phn phi vi mt danh mc u t m rng sn phm bnh m,
thit k v pht trin cho th trng a phng, trong cho php n t c
mt s hin din quan trng v ghi nhn trong thnh ph Bc Kinh v Thin Tn.
V vy, d dng tip cn hn vi ngi tiu dng Trung Quc, Grupo Bimbo
la chn phng thc thm nhp l thit lp cng ty con s hu ton b (Group Bimbo
Bakery) thng qua mua li. Nm 2006, Bimbo Bakery mua li Panrico Bc Kinh v
bt u s hin din ti th trng chu vi 108 tuyn ng phn phi. Sau mt nm
hot ng di tn ca cng ty mua li, n chnh thc ly tn l Bimbo. Nm 2010,
Bimbo mua li cng ty
Bimbo hin ang tp trung vo s thch v th hiu ca khch hng ti Trung
Quc. H to ra nhn hiu National Bread phc v khch hng ni a, khi m bnh
mn thu v bnh bao vn chim u th so vi cc loi bnh m c ngun gc t phng
Ty. Bimbo thnh cng trong vic pht trin nhng sn phm mi phc v nhu
cu a phng. V d, Bimbo s dng hng v a phng nh u, tht cay, hay ngt
ngo nh du ty, s-c-la, u , v thm ch c thnh phn nhit i nh da. Trung
Quc cng khng s dng cc sn phm qu ngt nh Mexico v do iu ny
c a vo xem xt trong qu trnh sn xut. Trung Quc cng khng thch hng v
pha trn nh Mexico (v d trn s-c-la ngt, chua vo trong mt sn phm).
Cho n nay, Bimbo Trung Quc ang phc v mt khu vc th trng 40 triu
ngi vi 4.000 im bn hng. 186 tuyn ng. N cng c mt tha thun vi cc
GRUPO BIMBO Trang59

siu th a quc gia tip cn vi cc nhm khch hng a dng.
KT LUN: Grupo Bimbo thc hin chin lc thm nhp ton cu thng qua
s hin din sn phm ca mnh ra bn ngoi.

C. CHIN LC CHC NNG
I. Phn loi hnh ng chin lc theo chc nng.
1. Chc nng Marketing
Chc nng Marketing tch hp cc hnh ng lin quan n cch thc Grupo
Bimbo tm ra nhu cu, th trng khch hng, cch thc cng ty tm hiu v khai thc
cc nhu cu, cch thc nh v, cch thc thit k cc gi tr cho khch hng, cc thc
sng to gi tr, truyn thng gi tr v cung cp gi tr cho khch hng. Cc hnh ng
chin lc ca cng ty thuc chc nng Marketing ca Grupo Bimbo bao gm:
a) Cch thc cng ty tm hiu v khai thc cc nhu cu.
- Qun l quan h khch hng (CRM) to ra mt c s d liu m t chi
tit thng tin, lch s ca khch hng cc phn khc th trng khc nhau (2004).
- Trao quyn cho cc i tc a phng h d dng nhn din v tm
kim nhu cu mi ca khch hng a phng (2008).
b) Cch thc nh v.
- Xy dng ti sn thng hiu da trn s hiu bit su sc v thi , th
hiu, s thch ca khch hng (2010).
c) Cch thc thit k cc gi tr cho khch hng
- Ra mt th nghim cc sn phm mi vi tc nhanh hn. V d, thm
nhp th trng vi vi hai dng sn phm mi l Silueta v Multigrano Linaza ch
trong hai tun (2004).
d) Cung cp gi tr cho khch hng.
- Hot ng kinh doanh trc tuyn e-bussines (2000).
- M rng dng sn phm nh Multigrano Nuez Bar, Doble Fibra Bar v
Bimbo Natural (2006).
- Cung cp hn 15.200 cc thit b c nhn chim 70% cho i ng bn
hng cung cp mt dch v tt hn cho khch hng v cung cp thng tin cho cc h
thng tnh bo th trng (2007).
GRUPO BIMBO Trang60

- Thc hin hiu qu ti cc im bn hng nhm ni dng lng trung
thnh ca khch hng (2007).
- Mua li 32 thng hiu ca 15 cng ty trong 9 nm 2001-2009.

Mua li Fuchs mt cng ty bnh Chile (2000).
Mua li Fargo, mt cng ty bnh ln nht Achentina (2001).
Mua li cng ty bnh Texas Hoa K Mrs. Bairds (2001).
Mua li Kodiz de Monterrey mt cng ty chyn sn xut bnh ng
Tortillas (2002).
Mua li 2 cng ty La Mejor Guatemala v Pan Pyc, Peru
(2003).
Mua li Plus Vita Ltd cng ty bnh m ln nht Braxin vi 4 nh
my Sao Paulo, Rio de J aneiro v Recife (2004).
Mua li George Weston Ltd, cho php cng ty tn dng c v th
thng hiu hng u ti Ty M (2004).
Mua li Pastelerias El Molino- tin thn ca Grupo Bimbo (2006).
Mua li Los Sorchantes-nh dn o lm bnh trong khu vc
Montevideo Uruguay (2006).
Mua li Pan Europa, Guatemala (2006).
Mua li Bc Kinh Pan Rico, Trung Quc (2006).
GRUPO BIMBO Trang61

Mua li Productos Roma Medellin, Colombia (2007).
Mua li Quizz Mexico (2008).
m phn c c cng ty kinh doanh bnh ti Sara Lee ti
Hoa K (2010).
2. Chc nng sn xut
Chc nng sn xut cp n cc hnh ng chin lc v phng php sn
xut, cng ngh, cch t chc sn xut, qui m, tnh linh hot trong sn xut, qun l
cht lng.
a) Cng ngh
- u t tr 70 triu cho vic nng cp cc ti sn sn xut bnh cng nh
vic sn xut cc sn phm bnh ng lnh (2001).
- u t hin i ha h thng sn xut Guatemala (2003).
- u t hn 1 t USD to ra mt h thng sn xut tht s c hiu qu
cao. Bao gm c vic m cc tim bnh mi, hin i ha v nng cp cc c s hin c
(2010).
- Cng ty pht trin nhiu mu thit k n vic ch to my mc.
- Cng ty k hp ng bo mt vi cc nh cung cp vi mc ch bo v
ti sn ca cc thit k c to ra.
- Cng ty phn b khong 2% doanh thu rng bo tr ti sn.
b) Cch t chc sn xut
- Ti u ha nng lc trong cc nh my, dy chuyn sn xut (2002).
c) Qun l cht lng
- Duy tr v pht trin cht lng thng qua vic t c cc chng ch
cht lng nh ISO 9000, HACPP trong tp trung vo gi tr dinh dng ca sn
phm (2002).
- Chun ha cc quy trnh hot ng v qun l chui cung ng, v sinh an
ton thc phm, kim sot cht lng trong t chc (2010).
- Gim t 20 n 30% lng mui c s dng trong cc sn phm hng
u Mexico, M v Nam M. V d: Bnh m trng Bimbo, Bnh m Oroweat,
Huakamole Takis Snacks, Bnh m Pullman, vv... (2010).
GRUPO BIMBO Trang62

- Gim n 50% axit bo bo ha trong n nh di thng hiu Barcel
Mexico (2010).
- p dng phng php Kaizen nhm nng cao cht lng, tng tnh linh
hot, tng nng sut (2010).
d) Quy m nh my
Bao gm hnh ng m rng quy m ca mt nh my, mua li nh my, xy
dng nh my v ng ca nh my.
- M rng quy m:
M rng quy m ca hu ht cc nh my, bao gm c vic thit k cc dy
chuyn sn xut mi (2000).
M rng nh my nh my ca Bimbo Tijuana, Baja California Norte
(2002).
M rng nh my Rocolino ti San Luis Potos v Costa Rica (2003).
- Mua li 24 nh my:
Mua li hai nh my Vienna, o, v Ostrava, cng ha Sc
(1999)
Mua li nh my bnh m Four-S Los Angeles, California.(1999)
Mua li nh my ko Park Lane c (2000).
Mua li 10 nh my ca Mrs. Bairds Hoa K (2001).
Mua li nh my bnh m nh Cali, Colombia (2002).
M mt nh my ng gi mi dnh cho cc sn phm bnh m
lm th cng Pan del Hogar (2003).
Mua li hai nh my ca thng hiu Breddy Costa Rica (2004).
Mua li El Globo- mt dy chuyn sn xut bnh ngt v La
Corona- nh sn xut ko v s-c-la Mexico (2005).
Mua li Lalo sn xut bnh m C-lm-bi-a (2005).
Mua li Lagos del Sur - nh sn xut bnh ngt Chile (2005).
Mua li Alimentos Nutrella Brazil (2008).
Mua li Weston Foods, Inc cng ty dn o Hoa K vi mt
danh mc u t thng hiu cao cp vi cc loi bnh m, bnh
cun, bnh nng xp, bnh m trn v bnh nng ngt (2008).
Mua li Vero Dulces- cng ty bnh ko hng u J alisco, Mexico
(2010).
GRUPO BIMBO Trang63

Mua li J in Wei Hong Trung Quc (2010).
Mua li Bimar Foods Hoa K (2010).
- Xy dng 4 nh my
M mt nh my bnh ko mi Mexico (2007).
Xy dng 2 nh my Barcels Mrida v Fripans Toluca (2008).
Xy dng nh my sn xut bnh m ng lnh Lerma, Mexico
(2009).

- ng ca 4 nh my
ng ca nh my bnh m nh ti La Mirada, chuyn sn xut
sang cc nh my Montebello v Escondido (2005).
ng ca nh my Costa Rica ti Naucalpan v nh my
Ricolino ti Mexico m mua t J oyco (2005).
ng ca nh my Caucagua Venezuela, chuyn cc thit b ca
nh my n cc c s Guarenas (2006).
ng ca La Mejor mt nh my bnh m v chuyn chng n
nh my Guatemala (2007).

3. Qun tr vt liu
a) Qun tr tn kho
- S dng h thng ERP ti thiu lng tn kho khng cn thit (2001)
- Thc hin phng php Kaizen gim hng tn kho (2010).
b) Xy dng nh my cung cp nguyn liu u vo
- khai trng 3 nh my bt 3 bang khc nhau ca Mexico (State of
Hidalgo, La Paz, B.C,) (2004).
- Thit lp mt nh my bt mi Guadalajara, J alisco (2005).
- Thit lp h thng x l bt ng mi nh my Amarillo, Texas (2007).
- Xy dng trang tri nng lng gi 90 MW bang Oaxaca. Cung cp
100% in theo yu cu ca cc nh my Grupo Bimbo Mexico. Gim
bt bin ng chi ph nng lng cho cng ty (2008).

GRUPO BIMBO Trang64

4. Ngun nhn lc
Cc hot ng ngun nhn lc bao gm cc hot ng tuyn dng, o to, nh
gi thnh tch, pht trin nhn vin, tr thu lao (lng thng), thng tin. Nhng i vi
Grupo Bimbo, phn ln nhn vin v lc lng lao ng c c t thu ngoi thng
qua Cng on (75%). Hai Cng on m cng ty duy tr vic lm l:
Cng on Quc Gia ca lin minh Flour, Bakers, Transport Mexico (CTM).
Cng on Quc Gia ca lin minh ngnh cng nghip thc phm Mexico
(CTM).
C th, ta c bng s lng nhn vin t nghip on v ngoi nghip on nh
sau:
As of December 31
2009 2008 2007
Unionized 71,885 76,898 65,830
Nonunionized 30,501 21,286 25,459
Total 102,386 98,184 91,289

Chnh v vy m Grupo Bimbo c nhng chnh sch nhn s nhm ha gii li
ch ca cng ty vi ngi lao ng ca mnh, iu ny dn n vic cng c mi
quan h lm vic tt. Cng ty c cc hnh ng chin lc l:
- Khuyn khch s tham gia ca ngi lao ng trong cc quyt nh lin
quan n hot ng ca cng ty.
- To ra mt mi trng tin cy, qun l theo mc tiu, t chc i ng, o
to v pht trin c nhn.
- Thc y o to (k c thng qua chng trnh h tr gio dc tt c
cc cp hc) v thc y pht trin y trong cng ty.
- Tham d mt lot cc hng dn cho php duy tr mt mi quan h tch
cc vi nhn vin nghip on.
- Cc cng ty ca tp on xem xt cc hp ng lao ng hai nm mt ln
chnh sa cc vn c lin quan nh tin lng, iu kin lm vic.
- Thc hin 37,396 kha hc k nng chuyn mn cho tt c cc nhn vin
(2010).
GRUPO BIMBO Trang65

- M 600 kha o to nhn vin p ng v phc v khch hng cho nhn
vin bn hng (2010).
5. Ti chnh
Hnh ng chin lc nhm khai thc vn v u t:
- Thc hin mt ng thi nm trong chi ph vn: vay 400 triu t
cc t chc ti chnh quc t (2001).
- Vay 600 triu t th trng vn nhm h tr ti chnh cho vic mua li
Geogre Weston, Hoa K (2008).
6. R&D
a) Nghin cu, pht trin, ra mt cc sn phm mi
- Pht trin cc sn phm dnh cho cc nhu cu ring bit M (cc dng
sn phm truyn thng ca ngi M gc Iberia), Mexico cng nh thit k li mt
vi dng sn phm km hiu qu (2002).
- Ra mt sn phm mi: Bagel Thins Hoa K, bnh quy gin
Crocantssimo Brazil, bnh ng nng Mexico v hng lot cc loi sn phm lm
t la m Trung Quc (2010).
b) Hnh ng khc
- Vin Nutrition Grupo Bimbo m rng pht trin nghin cu ra ngoi cc
vn v dinh dng v sc khe sang cc lnh vc nh cng ngh sn xut, thi gian
lu tr v ng gi. V d, k thut nng bnh m: hn ch qu trnh ln men c th ci
thin ng k nng sut, nh gi cc vt liu bao b phn hy sinh hc lm gim
nhim mi trng (2008).
- Xy dng 6 vin dinh dng v i mi pht trin sn phm mi, cung
cp cc sn phm cht lng tt hn: Mexico City, Lerma, Fort Worth, Greenwich, Sao
Paulo, Bay Shore (2010) .
- Nghin cu v chun b cho vic a ra sn phm ng cc nguyn ht ln
u tin ti th trng Trung Quc (2010).
- Chng trnh R&D nhm nng cao v ko di thi gian bo qun
ca cc sn phm hn, iu ny cho php gim chi ph vn chuyn cng nh gim
lng hng b qu hn (2010).

GRUPO BIMBO Trang66

7. H thng thng tin
- u t 180 triu cho pht trin h thng cng ngh thng tin ni b
(1999).
- Xy dng v i vo hot ng h thng tn dng ngun lc t chc
Enterprise Resource Planning (ERP) cho php ra quyt nh nhanh chng, hot ng
nhm v cng tc hiu qu hn, ct gim lng tn kho khng cn thit (2001).
- Tn dng cc dch v chia s thng tin v phn mm doanh nghip
gim thiu chi ph v to thun li nhanh chng ra quyt nh (2003).
- u t v lnh vc CNTT vi h thng thng mi tin tin Sicom (2005).
- Xy dng h thng thng tin trc tuyn ti Mexico, Guatemala, V-n-zu-
-la v C-lm-bi-a (2006).
- K mt tha thun sa i vi EDS cho cc dch v cng ngh thng tin
cho mt thi hn 5 nm, ci thin c cu chi ph ca vic cung cp cc dch v
(2007).
II. Phn loi hnh ng chin lc theo vai tr.
Phn loi cc hnh ng chin lc theo vai tr l xem xt cc hnh ng chin
lc mun t c s vt tri v iu g: hiu qu, ci tin, p ng khch hng
hay cht lng. Sau y l phn phn loi theo vai tr ca cc hnh ng chin lc:
1. Hiu qu
S vt tri v hiu qu bao gm cc hnh ng chin lc c ngha khai thc
tnh kinh t theo quy m, tn dng c hiu ng hc tp, p dng tt v hp l cc
cng ngh tin tin, nng cp k nng ca nhn vin thng qua cac chng trnh hun
luyn, o to vi cc hnh ng chin lc sau:
Hnh ng Chc nng
- Hot ng kinh doanh trc tuyn e-bussines (2000).
- Ra mt th nghim cc sn phm mi vi tc nhanh hn. V d,
thm nhp th trng vi vi hai dng sn phm mi l Silueta v
Multigrano Linaza ch trong hai tun (2004).
- Mua li 32 thng hiu ca 15 cng ty trong 9 nm 2001-2009.

Marketing
- Ti u ha nng lc trong cc nh my, dy chuyn sn xut
(2002).
- Cng ty pht trin nhiu mu thit k lin quan n vic ch to
Sn xut
GRUPO BIMBO Trang67

my mc.
- Cng ty k hp ng bo mt vi cc nh cung cp vi mc ch
bo v ti sn ca cc thit k c to ra.
- u t hn 1 t USD to ra mt h thng sn xut tht s c
hiu qu cao. Bao gm c vic m cc tim bnh mi, hin i ha
v nng cp cc c s hin c (2010).
- Cng ty phn b khong 2% doanh thu rng bo tr ti sn.
- p dng phng php Kaizen nhm nng cao cht lng, tng tnh
linh hot, tng nng sut (2010).
- M rng quy m.
- Mua li 24 nh my.
- Xy dng 4 nh my.
- ng ca 4 nh my.
- S dng h thng ERP ti thiu lng tn kho khng cn thit
(2001).
- khai trng 3 nh my bt 3 bang khc nhau ca Mexico
(State of Hidalgo, La Paz, B.C,) (2004).
- Thit lp mt nh my bt mi Guadalajara, J alisco (2005).
- Thit lp h thng x l bt ng mi nh my Amarillo, Texas
(2007).
- Xy dng trang tri nng lng gi 90 MW bang Oaxaca. Cung
cp 100% in theo yu cu ca cc nh my Grupo Bimbo
Mexico. Gim bt bin ng chi ph nng lng cho cng ty
(2008).
- Thc hin phng php Kaizen gim hng tn kho (2010).

Qun tr
vt liu
- Thc hin 37.396 kha hc k nng chuyn mn cho tt c cc
nhn vin (2010).
- Khuyn khch s tham gia ca ngi lao ng trong cc quyt nh
lin quan n hot ng ca cng ty.
- To ra mt mi trng tin cy, qun l theo mc tiu, t chc i
ng, o to v pht trin c nhn.
- Thc y o to (k c thng qua chng trnh h tr gio dc
tt c cc cp hc) v thc y pht trin y trong cng ty.
- Tham d mt lot cc hng dn cho php duy tr mt mi quan h
tch cc vi nhn vin nghip on.
Ngun
nhn lc
GRUPO BIMBO Trang68

- Cc cng ty ca tp on xem xt cc hp ng lao ng hai nm
mt ln chnh sa cc vn c lin quan nh tin lng, iu
kin lm vic.
- Thc hin mt ng thi nm trong chi ph vn: vay 400 triu
t cc t chc ti chnh quc t (2001).
- Vay 600 triu t th trng vn nhm h tr ti chnh cho vic
mua li Geogre Weston, Hoa K (2008).
Ti chnh
- u t 180 triu cho pht trin h thng cng ngh thng tin ni
b (1999).
- Xy dng v i vo hot ng h thng tn dng ngun lc t chc
Enterprise Resource Planning (ERP) cho php ra quyt nh nhanh
chng, hot ng nhm v cng tc hiu qu hn, ct gim lng
tn kho khng cn thit (2001).
- Tn dng cc dch v chia s thng tin v phn mm doanh nghip
gim thiu chi ph v to thun li nhanh chng ra quyt nh
(2003).
- u t v lnh vc CNTT vi h thng thng mi tin tin Sicom
(2005).
- Xy dng h thng thng tin trc tuyn ti Mexico, Guatemala,
V-n-zu--la v C-lm-bi-a (2006).
- K mt tha thun sa i vi EDS cho cc dch v cng ngh
thng tin cho mt thi hn 5 nm, ci thin c cu chi ph ca
vic cung cp cc dch v (2007).
H thng
thng tin
- Vin Nutrition Grupo Bimbo m rng pht trin nghin cu ra
ngoi cc vn v dinh dng v sc khe sang cc lnh vc nh
cng ngh sn xut, thi gian lu tr v ng gi. V d, k thut
nng bnh m: hn ch qu trnh ln men c th ci thin ng k
nng sut (2008).
- Chng trnh R&D nhm nng cao v ko di thi gian bo qun
ca cc sn phm hn, iu nay cho php gim chi ph vn chuyn
cng nh gim lng hng b qu hn (2010).
R&D

2. Cht lng
Ch yu tp trung cc hnh ng chin lc khuyn khch nhn mnh vo cht
lng, t cc ch tiu cht lng, p dng tn gc TQM Nu t c s vt tri v
GRUPO BIMBO Trang69

cht lng c th gip cng ty t c chi ph thp, s khc bit sn phm v vn c
th yu cu mt mc gi cao hn.

Hnh ng Chc nng
- u t 70 triu cho vic nng cp cc ti sn sn xut bnh cng
nh vic sn xut cc sn phm bnh ng lnh (2001).
- Duy tr v pht trin cht lng thng qua vic t c cc chng
ch cht lng nh iso 9000, HACPPtrong tp trung vo gi
tr dinh dng ca sn phm (2002).
- u t hin i ha h thng sn xut Guatemala (2003).
- Chun ha cc quy trnh hot ng v qun l chui cung ng, v
sinh an ton thc phm, kim sot cht lng trong t chc (2010).
- Gim t 20 n 30% lng mui c s dng trong cc sn phm
hng u Mexico, M v Nam M. V d: Bnh m trng Bimbo,
Bnh m Oroweat, Huakamole Takis Snacks, Bnh m Pullman,
vv... (2010).
- Gim n 50% axit bo bo ha trong n nh di thng hiu
Barcel Mexico (2010).
Sn xut

3. Ci tin
Cc hnh ng chin lc nhm t nhng k nng nghin cu c bn v ng
dng, kt hp cht ch gia cc nhm chc nng trong cng ty.

Hnh ng Chc nng
- M rng dng sn phm nh Multigrano Nuez Bar, Doble Fibra
Bar v Bimbo Natura (2006).
Marketing
- Vin Nutrition Grupo Bimbo m rng pht trin nghin cu ra
ngoi cc vn v dinh dng v sc khe sang cc lnh vc nh
cng ngh sn xut, thi gian lu tr v ng gi. V d, k thut
nng bnh m: hn ch qu trnh ln men c th ci thin ng k
nng sut, nh gi cc vt liu bao b phn hy sinh hc lm
gim nhim mi trng (2008).
- Ra mt sn phm mi: Bagel Thins Hoa K, bnh quy gin
R&D
GRUPO BIMBO Trang70

Crocantssimo Brazil, bnh ng nng Mexico v hng lot cc
loi sn phm lm t la m Trung Quc (2010).
- Nghin cu v chun b cho vic a ra sn phm ng cc nguyn
ht ln u tin ti th trng Trung Quc (2010).
- Xy dng 6 vin dinh dng v i mi pht trin sn phm
mi, cung cp cc sn phm cht lng tt hn: Mexico City,
Lerma, Fort Worth, Greenwich, Sao Paulo, Bay Shore (2010).

4. p ng khch hng
Nhng hnh ng chin lc nhm cung cp cho khch hng ci m h mun
ng lc cn thit. tp trung cao vo khch hng. Bng cch c bit ha sn phm vi
cc nhu cu c o ca khch hng hay nhm khch hng c bit. p ng nhanh nhu
cu ca khch hng.

Hnh ng Chc nng
- Qun l quan h khch hng (CRM) to ra mt c s d liu m
t chi tit thng tin, lch s ca khch hng cc phn khc th
trng khc nhau (2004).
- Cung cp hn 15.200 cc thit b c nhn chim 70% cho i ng
bn hng cung cp mt dch v tt hn cho khch hng v cung
cp thng tin cho cc h thng tnh bo th trng (2007).
- Nui dng lng trung thnh ca khch hng thng qua vic thc
hin hiu qu ti cc im bn hng (2007).
- Trao quyn cho cc i tc a phng h d dng nhn din
v tm kim nhu cu mi ca khch hng a phng (2008).
- Xy dng ti sn thng hiu da trn s hiu bit su sc v thi
, th hiu, s thch ca khch hng (2010).
Marketing
- M 600 kha o to nhn vin p ng v phc v khch hng
cho nhn vin bn hng (2010).
Ngun
nhn lc
- Pht trin cc sn phm dnh cho cc nhu cu ring bit M (cc
dng sn phm truyn thng ca ngi M gc Iberia), Mexico
cng nh thit k li mt vi dng sn phm km hiu qu (2002).

R&D

GRUPO BIMBO Trang71

Vi kt qu phn loi hnh ng chin lc theo vai tr trn y, chng ta c th
d dng nhn thy Grupo Bimbo ang mong mun v c gng to dng li th cnh
tranh thng qua s vt tri so vi i th v p ng khch hng. Mong mun ny
cng ph hp vi nhng g m cng ty tuyn b trong s mnh ca mnh Tp trung
mt cch mnh m hng vo s hi lng khch hng v ngi tiu dng.

IV. CHIN LC CP N V KINH DOANH (SBU)
1. Cc n v kinh doanh ca Grupo Bimbo
C 6 n v kinh doanh chin lc (SBU) c phn chia theo tiu ch v tr
a l kt hp vi sn phm ca cng ty.
Mexico: c 3 SBU ti th trng ny bao gm: Bimbo cung cp sn phm
truyn thng ca Mexico, Barcel cung cp cc sn phm hin i, El Globo
cung cp cc sn phm bnh ngt v pastry truyn thng cao cp ca Mexico.
Hoa K: Bimbo Bakeries USA (BBU).
Chu M Latinh: Organizacon Latinoamrica (OLA).
Chu : Organizacon Asia.

ngha nguyn tc phn chia SBU
- Cch phn chia SBU theo a l cho php cng ty thch nghi v p
ng tt cc nhu cu ca khch hng theo khu vc, nht l trong lnh vc thc phm
ni chung, bnh ko ni ring. Vic ph hp vi vn ha v khu v ngi tiu dng
s mang li li th cnh tranh rt ln cho cng ty.
- Vic phn chia SBU theo sn phm s gip Grupo Bimbo chuyn mn
ha vo sn xut, thch nghi tt vi nhng thay i ca tng chng loi sn phm, t
p ng tt nhu cu ca khch hng v cc sn phm truyn thng cng nh sn
phm hin i.
GRUPO BIMBO Trang72

2. Chin lc ca cc SBU
a) Bimbo S.A. de C.V
- Tr s chnh t thnh ph Mexico, chuyn cung cp cc sn phm
truyn thng cho th trng truyn thng Mexico nh bnh m , bnh cookies, ng
cc
- Cc thng hiu chnh bao gm: Bimbo, Del Hogar, Gabi, Lara,
Lonchibon, Marinela, Milpa Real, Oroweat, Suandy, Ta Rosa and Wonder.
Nhu cu ca khch hng:
T nm 2000 n nm 2010, nhu cu v bnh m ca khch hng th
trng Mexico c s dch chuyn tng ln theo hng c li cho sc khe (do
Mexico l mt trong nhng nc c t l ngi mc bnh bo ph v cc bnh lin
quan n ch n ung nh tiu ng cao nht th gii).
Chin lc to dng li th cnh tranh: to s khc bit
Bimbo theo ui chin lc to s khc bit p ng cc nhu cu khc
nhau ca khch hng Mexico. Nht l trong th trng vi nhng nhu cu thay i
theo hng c li cho sc khe. Hot ng trong ngnh bo ha, c l vic la
chn chin lc to s khc bit l ph hp i vi cng ty, gip cng ty p ng
nhu cu khch hng thng qua gi tr sn phm ca mnh.
Chin lc u t: u t vo R&D, ci tin cht lng
Cng ty tn dng nhng hiu bit su sc, v mt nn tng nghin cu v
pht trin mnh m ti cc vin nghin cu dinh dng pht trin sn phm,
nhm nghin cu cc sn phm c li cho sc khe. Cng ty ra mt thnh cng
cc sn phm c li cho sc khe nh Heath-Full; v Marinela Gansito cookie
Cng ty thit lp mt s u tin cho cho giai on 2000-2010, bao gm
vic gim lng natri, cht bo bo ha v ng trong mt s loi nhn bnh m,
v tng hm lng cht x trong bnh m ca cng ty.
Bimbo gim t 20-30% mui c s dng trong cc sn phm hng u
Mexico. V d: Bnh m trng Bimbo, Bnh m Oroweat, Snacks Takis
Huakamole, Bnh m Pullman, vv...
b) Barcel S.A. de C.V
- Tr s t bang Lema, Mexico, chuyn sn xut cc sn phm hin
i hn so vi Bimbo nh cc loi snack, ko, chewingum, socola, sa, kem
- Cc thng hiu chnh bao gm: Barcel, Coronado, J uicee Gummee,
La Corona, Park Lane and Ricolino.
Nhu cu ca khch hng
Hng n cc sn phm c li cho sc khe (do Hoa K l nc c t l
ngi mc bnh bo ph cao nht th gii) v s a dng, hp khu v ca sn phm.
GRUPO BIMBO Trang73

Barcel thc hin chin lc to s khc bit cng tng t nh Bimbo. V c
hai SBU ny u qun l th trng a l Mexico, ch khc nhau sn phm
qun l. Nhng c s ging nhau tng i v cc sn phm thc phm, nht l sn
phm truyn thng v sn phm hin i, nn vic theo ui chin lc to dng li
th cnh tranh nh nhau gia hai SBU ny l iu tt nhin v ph hp.
Chin lc u t: u t vo R&D, ci tin cht lng
Tuy nhin, vi t l ngi trng thnh bo ph tng cao nh hin nay M,
34%, ngi tha cn l 64%, xu hng n king i vi ngi M khuyn co h nn
trnh xa cc thc phm cha nhiu cht bo d chuyn ha cng nh c hm lng
hydrocacbon cao. Do , Bimbo phi u t nhiu hn trong R&D cho ra cc sn
phm mi p ng tng nhu cu khch hng, nh bnh m b sung prebiotic, cc sn
phm vi cc loi ng cc nguyn ht v cht x, sn phm vi phytosterol gim
cholesterol, cng nh cc sn phm c cha Omega 3 cho sc khe tim mch. Bimbo
cng gii thiu sn phm vi t hn 100 calo mi khu phn, bao gm sandwich
mng, gip ngi tiu dng theo di lng calo ca h. Sng kin hin ang c trin
khai bao gm sn xut sn phm khng cha cht bo bo ha v pht trin cc sn
phm vi t natri hn.
Barcel gim ln n 50% axit bo bo ha trong n nh trong thng hiu
Barcel Mexico. Barcel cng tin phong trong vic nghin cu cho ra ti polypropylene
t phn hy v mng hn dng cho cc loi nh bnh m trng v la m, bnh ng,
bnh quy v bnh ngt. Lng bao b ny c s dng khong 500 tn mi nm.
Cng ty cng tp trung vo nghin cu v pht trin sn phm mi ti 2 vin
nghin cu chin lc t ti Th Mexico, cho ra i cc sn phm mi, a
dng v hp khu v phc v th trng.
c) El Globo
- Tr s t ti Th Mexico, hin din ti 18 bang ca Mexico.
- Hot ng di nhn hiu El Globo, c sn phm chnh l bnh ngt
pastry truyn thng cao cp ca Mexico vi hn 125 nm lch s.
Nhu cu ca khch hng
i vi sn phm pastry truyn thng, dng nh tr thnh mt mn n
thng ngy ca ngi dn Mexico. Sn phm c s thn quen vi khch hng v
hng v, mu m.
Chin lc to dng li th cnh tranh: dn o chi ph.
Vi c im nhu cu ca khch hng nh trn gii thch l do v sao El
Globo la chn chin lc dn o chi ph to dng li th cnh tranh cho mnh.
L mt sn phm mang tnh truyn thng cao nn vic ci tin, to s khc bit cho
GRUPO BIMBO Trang74

sn phm l mt iu khng d dng, nhu cu v sn phm l n nh, kh c th ci
tin trn sn phm truyn thng ny p ng nhu cu ca mt khe h th trng
no . Chnh v vy m El Globo la chn chin lc dn o chi ph c th
kim c li nhun cao hn i th cnh tranh vi mc gi tng t v c c hi
gi vng th phn nu c cnh tranh gi din ra.
Chin lc u t: u t vo knh phn phi.
Ti El Globo, cng ty tp trung vo vic cng c kinh doanh trong phm vi
hot ng ca n v v hng n ct gim chi ph hot ng 3% vo nm 2007.
lm c iu , cng ty gia tng cc ca hng bn l , trong c mua li
El Molino, mt chui nh ca cc ca hng bnh ngt nhm gia tng s hin din
ca mnh. S lng cc ca hng vo cui nm 2006 l hn 230, tng mnh so vi
nm 2005 ch l 198 ca hng.
d) Bimbo Bakeries Usa, Inc (BBU)
- Tr s t ti Horsham, PA. , Hoa K
- Cc thng hiu chnh bao gm: Arnold, Bimbo, Boboli, Brownberry,
Entenmanns, Francisco, Freihofers, Marinela, Mrs. Bairds, Oroweat, Stroehmann,
Thomas and Tisa Rosa.
Nhu cu ca khch hng
- Khu v ca ngi M ang thay i v h hng dn n cc sn
phm c li cho sc khe.
- a chung mua ti cc i siu th hn so vi cc ca hng tp ha.
Ti M, Grupo Bimbo ang i mt vi kh khn trong vic cnh tranh vi
cc i th nh Flowers Food , Panrico SA v IBC. Trong Flowers l i th
ng s nht, trong thi gian gn y, cng ty ny ang kh thnh cng vi cc
chin lc nhm gia tng th phn v li nhun rng ca mnh. Cc sn phm thnh
cng nht ca h v cc dng bnh t bo, t ngang to nn p lc to ln cho
cc sn phm hin ti ca Bimbo.
Chin lc u t: u t vo R&D, ci tin cht lng v knh
phn phi
- Ci tin v bn cc sn phm tt cho sc khe
Vic ci tin cc sn phm hin ti sao cho ph hp hn vi ngi M cng
ang dn c cu tr li. Bng vic mua li 2 cng ty c ting tm M cng vi s
thnh cng ca cc sn phm ca cng ty, phn no gip Bimbo tm ra cu tr
li cho ring mnh.
- Ci thin mi quan h vi cc siu th v chui bn l
GRUPO BIMBO Trang75

Bng cch s dng h thng theo di hng tn kho ca cc siu th v chui
bn l phn phi tt hn.
e) Organizacion Latino America (OLA)
- Tr s Buenos Aires, Argentina
- Cc thng hiu chnh bao gm: Agua de Piedra, Ana Maria, Bimbo,
Cena, Firenze, Fuchs, Holsum, Laura, Maestro Cubano, Mama Ines, Moran,
Nutrella, Pan Todos, Plucky, Plus Vita, Pullman, Pyc, Ricard, Rollys and Los
Sorchantes, Breddy, Europa, Ideal, Lido, La Mejor, Marinela, Milpa Real, Monarca,
Pix and Ricolino.
Nhu cu ca khch hng:
- Phong cch m thc, khu v rt khc nhau gia cc quc gia.
- Nhu cu tiu dng bnh m trung bnh l rt thp so vi Mexico v
M, nhu cu cc sn phm thay th l rt cao.
p ng c nhu cu khc nhau v khu v ca khch hng khc nhau,
Bimbo quyt nh tp trung su hn vo vic thu hiu tng th trng mt cch
chnh xc ci m khch hng cn. Organizacion Latino America hng n to s
khc bit sn phm p ng nhu cu khch hng ti th trng M Latin.
Chin lc u t: u t vo Marketing
H cn pht trin cc chng trnh marketing khc nhau cho tng th trng
. H thc hin nhiu cuc iu tra nghin cu th trng nhm hiu r ngi
M latinh cn sn phm g v nh th no.

f) Organizacion Asia
- n v hot ng ch yu ti Bc Kinh, Trung Quc di nhn hiu
Bimbo.
Nhu cu ca khch hng
- Khu v v th hiu tiu dng khc nhiu so vi cc th trng m
Grupo Bimbo hot ng.
- Nhu cu i vi sn phm bnh thp
- Thi quen mua sn phm cc ca hng tp ha l ph bin hn so
vi ti cc siu th.
T nhu cu ca khch hng th trng Chu u gii thch v sao
Organizacion Asia la chn chin lc to s khc bit. Cc sn phm m cng ty
sn xut ti Trung Quc c nghin cu v c s thay i hng v, thnh phn
kh nhiu so vi cc sn phm khc.
GRUPO BIMBO Trang76

Chin lc u t: u t vo ci tin cht lng v knh phn phi
cung cp cc sn phm ph hp vi khch hng ti th trng, Grupo
Bimbo cho cc chuyn gia u ngnh thc phm t Mexico sang nghin cu
v hun luyn cho cc cng nhn Trung Quc. Vic o to nh vy ph thuc vo
cc sn phm chnh th trng yu cu.
C s khch hng ca Organization Asia tng trng bao gm cc siu
th, cc nh bn l v cc ca hng nh. Cng ty cng tip tc tp trung vo s thm
nhp thng qua phn khc th cp, v cc phn on phi truyn thng.
V h thng phn phi, cc ca hng tp ha Trung Quc l rt ph bin
hn l cc siu th, v s khc bit ny m Bimbo u t xy dng i ng bn
hng vi cc phng tin di chuyn nh thay v cc xe ti ln. S hiu bit su sc
v phn khc ca hng tin li Bc Kinh, m rng cc tuyn ng nhn c
s cng nhn rng ri t mt s nh bn l.

GRUPO BIMBO Trang77

PHN V. T CHC THC HIN CHIN LC- THNH TU CHIN LC
A. CU TRC T CHC

I. S phn chia cc b phn
S phn chia theo chiu ngang trong c cu cng ty Bimbo thuc loi c cu
nhiu b phn. Trong , mi b phn l cc SBU c t trong mt n v c lp c
tt c chc nng h tr. iu ny a kh nng sinh li ca cng ty n nh cao nh
nng cao kh nng kim sot v tng trng .
II. S cp
i vi mt cng ty c s lng nhn vin ng o, hn 128 000 nhn vin, cu
trc vi 5 cp nh Grupo Bimbo c xem l c c cu tng i thp v dng nh c
GRUPO BIMBO Trang78

s hn ch s cp trc tuyn trong c cu cng ty. Mc ch l vi vic gi h thng
trc tuyn thp nht khi cng ty tng trng, Grupo Bimbo s hn ch c cc vn
pht sinh khi thc thi chin lc cng ty v gim chi ph qun l.
III. Kiu c cu t chc
Bimbo t chc c cu theo dng hn hp, kt hp gia c cu theo chc nng v
c cu theo a l. cp cao, Bimbo phn chia t chc theo khu vc a l nh Mexico,
M, M Latin, chu . nhng cp thp hn, Bimbo chia theo dng chc nng. mi
khu vc a l s c cc cp chc nng h tr cho s hot ng ca Bimbo trn ton
cu. Khi m phm vi hot ng ca Bimbo tri rng ton cu, mi th trng li c
nhng thi quen tiu dng khc nhau, th phn chia theo dng hn hp a l- chc nng
s gip Bimbo hiu r hn nhu cu th trng, qun l tt hn hot ng ca mnh.
IV. Hi ng qun tr
Hi ng qun tr c nhim v a ra cc quyt nh qun tr ch cht cho ton
b tp on, m bo s phn chia hp l ngun lc, hng ti xc nh v ti a ha
tch hp t chc v s pht trin cc chin lc t chc hiu qu nht c th. Hi ng
qun tr da vo s h tr ca bn y ban: qun tr thc hin chc nng ca mnh.
V. Ban gim c
ng u ban gim c l CEO. CEO s c 4 c quan h tr cho hot ng ra
quyt nh ca mnh, l CFO, b phn kim sot, b phn nhn s v b phn t
chc. CEO s kim sot hot ng ca Bimbo ti Mexico, Bimbo Bakeries USA (BBU)
v hot ng ca Ph CEO. Ph CEO s qun l hot ng ca cc t chc khc thuc
Grupo Bimbo l Organizacion Latinoamerica, Barcel, Organizacion Asia, El Globo v
Central America. H tr cho hot ng ca Bimbo, BBU v ph CEO l cc b phn
nh bn hng, thng mi, dch v

B. H THNG KIM SOT
I. Kim sot ti chnh
1. Audit Committee (y ban kim ton)
Bao gm ch duy nht ca gim c c lp, chc nng chnh ca n l xc
minh rng cc hot ng Grupo Bimbo ca c thc hin theo quy nh hin hnh; y
ban c cc thm quyn nh gi v gim st hot ng ca ban qun l lin quan n
vic tun th vi cc chnh sch k ton v thc hnh, nh gi hiu sut ca Grupo
Bimbo ca kim ton vin bn ngoi v ni b, iu tra hnh vi vi phm cc chnh
sch kim sot ni b v kim ton ni b, v nh gi cc chnh sch qun l ri ro,
v nhng vic c lin quan. y ban Kim ton cng a ra cc kin v bt k thay
i vt cht trong cc chnh sch k ton, tiu chun v thc tin p dng trong vic
GRUPO BIMBO Trang79

chun b cc bo co ti chnh Grupo Bimbo, cng nh v cc vn lin quan n vic
thc hin cc giao dch vt cht hay bt thng.
2. Finance and Planning Committee (y ban lp k hoch v ti chnh)
Chu trch nhim phn tch v trnh chp thun Hi ng qun tr nh gi
chin lc di hn v u t chnh v chnh sch ti chnhca Grupo Bimbo, cng nh
xc nh ri ro v nh gi cc chnh sch qun l ri ro.
II. Kim sot hnh vi
1. Corporate Practices Committee (y ban Thc tin doanh nghip)
Cn c cc quy nh ca Lut Chng khon, c sa i trong thng 12 nm
2005, Ban Gim c ca Grupo Bimbo thnh lp mt y ban tin hnh cc hot
ng thc tin ca cng ty. Bao gm ton cc Gim c c lp, y ban ny c thm
quyn ban hnh kin v giao dch vi cc bn lin quan nh gi, b nhim, min
nhim Tng Gim c v cc s quan cao cp khc, v v chnh sch cho vic bi
thng tng th ca Tng Gim c v cc cp cao cn b Grupo Bimbo.
2. Evaluation and Results Committee (y ban phn tch kt qu v nh
gi)
Chu trch nhim cho vic phn tch v ph duyt c cu bi thng chung ca
Grupo Bimbo, cng nh cc chnh sch v hng dn cho bi thng v pht trin cc
chng trnh cho cc cn b, nhn vin ca Grupo Bimbo v cc cng ty con ca n.
y ban ny cng c thm quyn phn tch cc kt qu ti chnh Grupo Bimbo v tc
ng ca c cu bi thng chung ca Tp on.
III. Vn ha t chc
Ethics management and policy (Qun tr v chnh sch o c)
kim sot c h thng thc hin ng theo mc tiu ra trong s mnh,
Bimbo a ra B lut o c ngh nghip, mi y c iu chnh ph hp
hn vi mc tiu l tr thnh cng ty bnh tt nht.
Quy tc o c l mt tuyn b chnh thc ca cc gi tr, l tng v thc hin
nhng iu m Bimbo chia s, y chnh l nn tng cho cc hot ng hng ngy
ca Bimbo, cng nhau phc v cho t chc.
Bimbo lun tin rng tnh ton vn l gi tr cao nht cam kt vi cc khch
hng ca mnh. Do vy, Bimbo lun cp nht nhng quy tc o c v th tc gim
st nhng lch lc. iu ny mang li cho Bimbo s t tin v hi lng khi cc nhn vin
ca h c x mt cch chuyn nghip vi khch hng, trung thnh i vi cng ty.
c bit, B lut o c ngh nghip cp nht nm 2011 cn bo co chnh xc, c th
v nghim ngt hn v s tn trng v ngn chn s phn bit i x, tham nhng v
hi l v p dng theo di trn m vi phm ca tng nhn vin.

GRUPO BIMBO Trang80

C. NHNG THNH TU CHIN LC- SWOT
I. Thnh tu th trng
1. V th th trng
Nm 2008, Bimbo l cng ty bnh ln nht ti th trng Chu M.
Nm 2011, Grupo Bimbo vn vai tr thnh cng ty bnh ln nht trn th gii da
trn doanh thu, vt mt Kraft l cng ty ln nht th gii nm 2009, nh 3 thng v mua li
Bimbo Iberia, Sara Lee v Fargo.

2. Mc thm nhp th trng

(Ngun: Euromonitor, 2011)
S thm nhp vo th trng bnh m ng gi ca Grupo Bimbo nm 2009.
GRUPO BIMBO Trang81

Xt v mc thm nhp th trng bnh m ng gi nm 2009 th Bimbo c
s thm nhp ngoi mc ti th trng M vi mc tham nhp l 75%, tip sau l th
trng B o Nha v Ty Ban Nha.
3. Th phn
a) Th trng bnh (bakery market):
Mexico:
Trong ngnh bnh, nm 2010, Grupo Bimbo vn l nh dn u khi chim gi 15,5% th
trng bakery ti Mexico vi cc thng hiu chnh yu bao gm: Bimbo, Tia Rosa and
Gansitos. Trong , Grupo Bimbo c th phn chim ti 90% trong phn khc th trng bnh
m ng gi.
Theo sau Grupo Bimbo l PepsiCo.Inc chim gi 3,9% th phn ngnh bakery v
Kellogg Co. chim 3,1 %.
Hoa K:
Nm 2010, Grupo Bimbo c th phn chim 12,1 % trong phn khc bnh m ng gi
ca Hoa K.

Th gii:
Nm 2010, cng ty chim 3% trong phn khc bnh m ton cu. Cng vi Barilla
Holding, Grupo Bimbo ang l nh sn xut bnh m c th phn ln nht th gii, vt mt
Baltic Bread, Sara Lee v cc nh sn xut bnh m khc.

GRUPO BIMBO Trang82

Ngun: http://www.charmagnelawson.com/tag/grupo-bimbo/

b) Th trng ko mt (Confectinary market)
.Nm 2010, Grupo Bimbo ch xp v tr th 2 khi nm gi 9.5% th phn ko mt
Mexico vi cc thng hiu chnh l Duvalin, Panditas v Moritas.
Trong khi , Kraft Foods Inc. mi l nh dn o trong ngnh ko mt Mexico khi
chim 27.8% th trng nm 2010.
V th 3 l Mars Inc. chim 7.4% th phn.
4. Thng hiu v danh mc sn phm
Cng ty c hn 8000 sn phm v hn 150 thng hiu ni ting vi mt danh mc
chng loi rng ri bao gm bnh nng, snack mn, ko mt, tortilas v cc thc phm ng
gi khc

GRUPO BIMBO Trang83

Thnh tu v thng hiu ti cc th trng c th nh sau:
a) Hoa K
Cng ty bnh s 1 ti th trng M.
Dn u vi cc thng hiu hng u.
Nh sn xut bnh nng xp (muffin) s 1 ti M.
ng u trong danh mc cc thng hiu bnh c ngun gc t cc nc ni
ting Ty Ban Nha.
C cc nhn hiu a phng pht trin mnh m.

b) Ty Ban Nha v B o Nha
Dn u vi cc sn phm bnh nng ng gi.
C cc thng hiu dn u cc chng loi thc n nh v bnh ngt.
c) Mexico
Dn u vi cc sn phm bnh nng ng gi.
Nh sn xut bnh ngt pastry s 1 ti Mexico.
V th 2 trong cc chng loi bnh cookies, cracker.
V th 2 trong chng loi snack mn.
V th 2 trong chng loi ko mt.
d) Chu M La tinh
L nh sn xut s 1 cc thc phm bnh nng ng gi ti 14 nc chu M Latinh.
e) Trung Quc
Nh tin phong trong vic pht trin cc sn phm bnh ng gi ti Bc Kinh v Thin
Tn.
GRUPO BIMBO Trang84

5. Mng li phn phi
Grupo Bimbo hin ti c mt mng li phn phi ln nht trn th gii. Cng ty c
mng li phn phi vi hn 50.000 tuyn ng, 2.100.000 im bn 19 quc gia trn ton
th gii bao gm: Mexico, Brasil, Guatemala, El Salvador, Costa Rica, Colombia, Venezuela,
Peru, Chile, Argentina, Uruguay, Honduras, Nicaragua, Panama, Paraguay, Hoa K, Trung
Quc, Ty Ban Nha v B o Nha, thuc 4 khu vc: Bc M, Nam M, Chu v Chu u.
y l yu t then cht gip Bimbo m rng trn th trng ton cu v l li th cnh tranh
quan trng ca cng ty.

GRUPO BIMBO Trang85

II. Thnh tu ti chnh
1. Tc tng trng doanh thu:

Trong khi tc tng trng doanh thu ca i th cnh tranh ang dn phc hi
sau s suy sp nm 2002, th trong qung thi gian y, Bimbo tng trng u n qua
cc nm vi tc tng trung bnh l 14.8% gp i so vi trung bnh ngnh l 7.9%.
2. Li nhun rng bin:

Trong ngnh bnh ton cu, nm 2011 Bimbo l nh sn xut bnh ln nht, th
2 l Kraft. Tuy nhin, trc Kraft vn cn l ng vua trn th trng ny. C mt xu
hng rng, Bimbo c mt xut pht im gn nh thp hn kh nhiu so vi Kraft
trong na thp k trc, nhng c th l bt u t 2002 Bimbo dn dn hi phc kh
Li nhun rng bin
trung bnh ngnh 6.5%
Tc tng trng
doanh thu trung bnh
ngnh 7.9%
GRUPO BIMBO Trang86

nng sinh li ca mnh v qua vt mt Kraft v kh nng sinh li rng bin vo nm
2007.
Tc bin ng li nhun ca Bimbo khng nhanh chng c nh Kraft m
thay vo h dn dn vt ln c trung bnh ngnh v Kraft.
3. Vng quay ti sn:

Trc 2007, kh nng to ra doanh thu ca cc ti sn Bimbo l kh cao v n
nh, vi mc trung bnh khong 1,5. Trong khi thng s v s hiu qu ny ca Kraft
li st gim ng k trc khi phc hi tr li vo 2006.
Sau 2007, s hiu qu ca Bimbo khng cn c duy tr nh trc khi m
mi peso u t vo ti sn ch mang li 1,3 peso doanh thu, thp hn rt nhiu con s
2.2 ca trung bnh ngnh.
4. Phn tch Dupont:
PHN TCH DUPONT
ROE LI NHUN
RNG BIN
VNG QUAY
TNG TI SN
S NHN VN
CH
BIMBO 18.11% 6.70% 1.43 1.91
KRAFT 10.82% 7.98% 0.885 1.58
TRUNG
BNH
NGNH
16.40% 6.50% 2.2 1.11

Trn y l cc thng s trung bnh 10 nm ca Bimbo, Kraft v trung bnh
ngnh qua 5 nm. Cho thy rng, vic Bimbo c c mt thng s li nhun trn vn
ch cao n nh vy ch yu l do s dng n by ti chnh mt cch mnh m.
GRUPO BIMBO Trang87

Li nhun rng bin, nh c trnh by phn trc rng mc d trung bnh
10 nm l thp hn so vi Kraft, tuy nhin hin ti Bimbo tc tng trng li nhun
ca Bimbo l n nh v cao hn Kraft. Do vy y khng phi l vn ca h.
Tuy nhin, vn ca h nm trong vic hiu qu. Khi m cc cng ty trong
ngnh u t 1 ng vo ti sn th ti sn y sinh ra 2.2 ng doanh thu. Cn cc ti sn
ca Bimbo ch to ra c hn mt na so vi trung bnh ngnh.
5. Thng s n/vn ch
Trn th trng ton cu Grupo Bimbo c xem nh l k sinh sau mun,
khi m cc th trng ln trc u thuc v cc cng ty ln khc. phc v cho
vic ln sn sang cc th trng nc ngoi ch yu thng qua mua li, trong khi ngun
lc cng ty l khng i. Cng ty s dng cc ngun lc ti chnh t bn ngoi ti tr
cho nhu cu u t sang th trng quc t ca mnh. Trong khi , cc cng ty trng
thnh nh Kraft li t c c hi u t hn. V l , Bimbo vay mn kh nhiu n t
cc ngn hng quc t nh Bank of American, CitigroupV vy lm thng s n /vn
ch cao n nh vy.

Nm 2010, Fitch h bc tn dng ca Bimbo t mc F2 BBB+xung mc
di trung bnh F3 l BBB.
Nm 2009-2011 Bimbo k mt hp ng vay vi Bank of America v CitiGroup
vi khon vay hn 5 t la vi thi hn 10 nm. Chnh iu ny, cng vi mt thng
s n cao nh vy s hn ch kh nng vay vn t bn ngoi ca Bimbo i rt nhiu
(ngun www.dailyfiance.com).
Thng s n/vn ch trung
bnh ngnh 11%
GRUPO BIMBO Trang88

6. Kh nng thanh ton nhanh:

Bimbo c tc tng trng doanh thu nhanh nh vy mt phn l do Bimbo bn
chu kh nhiu cho cc khch hng ca n nh Wart-Mart, Oxxo Chnh v l lng
khon phi thu trong bng cn i k tng i cao so vi cc cng ty khc. Tuy nhin
xu hng ny ang c ct gim mt cch ng k. iu ny lm cho thng s kh
nng thanh ton nhanh ca Bimbo gim u n t 2,7 xung 1,7 .
7. Kh nng t ti tr bng li nhun gi li:

Xt n chnh sch chi tr c tc, Bimbo phn phi rt t c tc cho c ng. Hu
nh trc nm 2008, Bimbo khng h chi tr c tc. Cho n nhng nm gn y
Bimbo mi bt u chi tr c tc vi mc chi tr l 28.94% (ngun
www.markets.ft.com).
Kh nng thanh ton
nhanh trung bnh ngnh
1.3
GRUPO BIMBO Trang89

iu ny phn no l gii nguyn nhn gi c phiu ca Bimbo li ln nh
nhanh n nh vy so vi Kraft mt cng ty lu nm v chi tr c tc thng xuyn
hng nm.
8. Cu trc ti sn
Trn phng din cu trc ti sn, Bimbo ang tng dn cc ti sn ngn hn
(TSNH) qua cc nm, trong khi Kraft i th cnh tranh chnh cng c xu hng ny
nhng vn khng t ti mc xp x 60% nh Bimbo lm. Trong TSNH, hng tn
kho chim t trng cao hn c (trung bnh 58%), nguyn nhn l do hng i ca Bimbo
l to ra mt kh nng cung cp hng ha dng nh l v hn cho cc khch hng,
tng tnh sn sng ca sn phm, ng thi th hin mt kh nng bo qun tn kho
tuyt vi trn c i th.

GRUPO BIMBO Trang90

Ch rng gi c phiu ca Bimbo tng ln gn nh gp 4 ln sau vic thng bo
chia nh c phiu (a four to one share split) vo nm 2011.
Do vic tip cn ngun vn thng qua pht hnh c phiu mi ca Bimbo l
c kh thi hn l thng qua vay vn.
Kt lun:
IM MNH IM YU
Tc tng trng doanh thu vt tri
Kh nng sinh li nhun n nh v cao
hn trung bnh ngnh
Kh tip cn vn vay mi
Tim nng tip cn vn mi thng qua
pht hnh c phiu.

C. NH GI S PH HP CHIN LC
I. im mnh
Grupo Bimbo pht trin nhanh chng trong vng nm nm qua v tin rng th
mnh kinh doanh ca cng ty s cho php n tip tc pht trin v thc hin thnh cng
chin lc ca mnh:
a) V th hng u.
Grupo Bimbo l cng ty bnh ln nht trn th gii v Chu M, vi mt danh
mc u t a dng ca khong 8.000 sn phm v hn 150 thng hiu ni ting, cho
php cc cng ty t c tt c cc loi th trng hu ht cc cc nc m n
GRUPO BIMBO Trang91

hot ng. Grupo Bimbo l cng ty s 1 tham gia cc th trng chnh nh (Hoa K,
Mexico, Trung v Nam M) vi tt c cc loi sn phm ca n: bnh m, bnh ngt,
bnh quy, n nh, bnh ko, Tostadas ng v Tostadas la m. Cc dng sn phm
khc cng l sn phm hng u trong th trng ca cng ty. V d, ti Hoa K, bnh
m ng gi ca Grupo Bimbo c mua bi khong 50% cc h gia nh v Thomas l
mt thng hiu c uy tn cao trong dng bnh xp Anh. Mexico, Marinela l sn
phm dn u th trng trong cc loi bnh ngt. Barcel v Ricolino tham gia th
trng trong phn khc thc n nh nh snack, bnh ko.
b) Cng nhn thng hiu mnh.
Thng hiu ca Grupo Bimbo c cng nhn l nh dn o trong th trng
Hoa K, Mexico, Trung v Nam M. Cng ty tin rng s hiu bit ca mnh v nhu cu
v s thch ca ngi tiu dng cho php cng ty c th cung cp cho h cc sn phm
cht lng cao vi gi c cnh tranh. Grupo Bimbo tin rng nhng thng hiu mnh
ca cng ty cung cp cho cng ty mt li th cnh tranh v cho php cng ty tn dng
hiu qu hn vic ra mt sn phm mi ca cng ty ti cc th trng m Grupo Bimbo
ang hot ng. Thng qua vic mua li WFI (Weston Foods, Inc, kinh doanh bnh
M c s hu bi George Weston Limited v Bimbo mua li vo ngy 21-1-2009)
gip cng ty tng cng ng k danh mc u t thng hiu ti Hoa K vi cc nhn
hiu bao gm Thomas, Arnold v Entanmann. Mi thng hiu ca cng ty nhm vo
mc tiu cho mt i tng c th v c h tr bi mt k hoch marketing ton din.
Mt s trong nhng biu tng thng hiu, chng hn nh gu Bimbo, ngng Gansito
v ch h Paleta Payaso gip cho thng hiu ca cng ty d dng c ngi tiu dng
nhn ra ngay lp tc.
c) Mng li phn phi trc tip rng ln.
Cng ty pht trin mng li phn phi trc tip rng ri, vi mt h thng
bn hng ln nht chu M v i din cho mt li th cnh tranh ln. Mng li phn
phi ca Grupo Bimbo cho php cng ty c th phn phi cc sn phm t 156 nh my,
cc trung tm phn phi v nh kho ti 1,3 triu im bn hng mi ngy m bo s
ti mt v cht lng ca sn phm, p ng nhu cu ca khch hng cc i siu th
nh v ca hng. Cng ty cng duy tr mt hot ng hu cn c hiu qu cao v tinh vi
gii quyt cc yu cu phn phi trn th trng m n phc v. Thng qua vic mua
li WFI, Cng ty m rng ng k mng li phn phi ca n vo vng ng Bc.
Bimbo cng pht trin cc mi quan h mnh m vi khch hng ca n cho php n
tip cn v p ng nhu cu a dng v thay i ca h mt cch hiu qu v chi ph.

GRUPO BIMBO Trang92

d) Kh nng marketing ph hp hng n tho mn ngi tiu dng.
Bimbo cung cp gi tr cho ngi tiu dng ca cng ty thng qua cc thng
hiu khc nhau, cc loi bnh khc nhau trong mt phm vi rng vi cc loi sn phm,
gi c, kch c sn phm v hng v khc nhau. Cng ty thng xuyn m rng v to
ra dng sn phm sng to gii quyt cc nhu cu c th v mong mun ca ngi
tiu dng, da trn s hiu bit v nhu cu v s thch ca h ti cc th trng cng ty
nag hot ng. Bimbo t c s hiu bit duy nht bng cch lin tc tin hnh
nghin cu th trng, ly v phn tch thng tin quan trng t ngi tiu dng ca ca
cng ty, thng qua vic s dng cc cng ngh tinh vi ca lc lng bn hng v thng
tin th trng. iu ny cho php cng ty nhm mc tiu vo cc sn phm ph hp cho
tng im bn hng khc nhau. Bimbo tin rng n i u trong vic sng to cc loi sn
phm ca cng ty v tip tc gii thiu cc sn phm mi c n nhn bi ngi
tiu dng.
e) i ng qun l c kinh nghim.
i ng qun l vi kinh nghim 26 nm trong ngnh. H pht trin thnh
cng v cng c vai tr lnh o th trng ca mnh bng cch tp trung vo kinh
doanh hng ho v ng ph hiu qu vi cc nhu cu thay i nhanh chng, lin tc ca
ngi tiu dng v mi trng cnh tranh ti cc th trng m n hot ng. H
hon thnh v tch hp 32 v mua li trong chn nm qua. Ph bin nhng tng sng
to trong sn xut v phn phi v thc hnh nhng tng trn ton Grupo Bimbo.

II. im yu
N nhiu, kh tip cn vn vay mi
tin hnh m rng trn ton cu thng qua mua li, Bimbo s dng c cc
ngun lc ti chnh bn ngoi mua li. V d trong 2009- 2010, Bimbo vay hn 3,5 t
t th trng ti chnh. So vi cc cng ty trong cng ngnh th t l n trn vn ch
ca Bimbo l 91,07% gp 8 ln so vi cc cng ty trong ngnh.
Vic s dng n by ti chnh nhiu nh vy gy ra nhiu ri ro, cng nh nguy
c ph sn cao hn.

III. Chin lc
Chin lc chung ca cng ty c da trn s mnh ca cng ty: Sn xut v
bn cc sn phm thc phm trn th trng, pht trin gi tr thng hiu ca chng ti.
T cam kt l mt cng ty: nng sut cao v nh hng vo con ngi. Sng to, cnh
tranh v tp trung hng mt cch mnh m n s tha mn ca khch hng v ngi
tiu dng. Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn. Tng t
GRUPO BIMBO Trang93

nh vy, cng ty thng qua cc chin lc ca n nhm mc ch tng gi tr ca
cng ty, dng im mnh khng ch im yu, e da. Dng im mnh tn dng
nhng c hi c to ra t mi trng kinh doanh thay i. C th nhng chin lc
l:
Chin lc tp trung vo ngnh thc phm
Chin lc hi nhp dc
Chin lc thm nhp th trng
Chin lc to s khc bit
Chin lc to li th cnh tranh thng qua p ng khch hng vt tri

GRUPO BIMBO Trang94

C hi (Opportunities)
O
1
Nhu cu mi a dng
O
2
M rng kinh doanh

e da (Threats)
T
1
Chi ph nguyn vt liu
tng cao.
T
2
p lc v v sinh ATTP,
m bo cht lng thng
qua i mi v ci tin sn
phm.
T
3
Cnh tranh ton cu

im mnh (Strengths)
S
1
V th hng u
S
2
Thng hiu mnh.
S
3
Mng li phn phi
trc tip rng ln.
S
4
Marketing ph hp v s
tho mn ngi tiu dng.
S
5
i ng qun l c kinh
nghim.
S
1
, S
2
, O
2
: Tng thm nhp
th trng.
S3,S5,O1:Chin lc a
dng ha
O2,S1,S2,S4,S5:Chin lc
thm nhp th trng
O1, S3, S4: Chin lc p
ng khch hng vt tri

T1,S5:Chin lc hi nhp
dc ngc chiu
T2,S2,S4,S5: Chin lc
hi nhp dc xui chiu
S1,S2,S4,S5,T1: Chin lc
thm nhp th trng
S1,S2,T2,T3: Chin lc
to s khc bit

im yu (Weaknesses)
W
1
N nhiu, kh tip cn
vn vay mi

GRUPO BIMBO Trang95

PHN VI: NGUN GC V BN CHT LI TH CNH TRANH
A. BN CHT LI TH CNH TRANH:
I. iu kin cn:

Ngun www.dailyfinance.com
Grupo Bimbo l mt trong nhng cng ty thc phm ln nht th gii, cng ty
bnh ln nht th gii, vi th phn l 3%. Xt trn thng s li nhun rng bin, Grupo
Bimbo ang t ra nhnh hn mt cht so vi trung bnh ngnh. Khi trong 5 nm u li
nhun rong bin ca Grupo Bimbo l kh thp so vi ngnh (5,65%), qua 5 nm sau
Bimbo sinh li tt hn khi li nhun rng bin vt tri hn cc i th cnh tranh
mc 7,58% so vi 6,5%.
Xt trung bnh trong c giai on 10 nm t 2000-2010, Grupo Bimbo t li
nhun rng bin l 6,7%, kh cao khi so vi 6,225% ca ngnh bnh (bakery industry).

Ngun www.dailyfinance.com
Li nhun rng bin trung
bnh ngnh 5 nm 6.5%
Li nhun rng bin trung
bnh ngnh 5 nm 5.98%
GRUPO BIMBO Trang96

Trong 5 nm tr li y, tc tng trng ca Grupo Bimbo l gp i so vi
ngnh, nguyn nhn chnh l s bng n doanh thu th trng Hoa K. Tc tng
trng doanh thu trung bnh ca Bimbo trong 10 nm l tng ng 15%, trong khi
con s ny ca trung bnh ngnh t 2005-2010 l 7,9% .
Kt lun:
Trong giai on t 2004 n nay Grupo Bimbo vn ang t c mc sinh
li rng bin cao hn trung bnh ngnh, do vy Bimbo c kh nng t c li th cnh
tranh.
2. iu kin :
CCH 1: Kim tra s vt tri ca cng ty so vi cc i th v cc hot ng (4
khi vt tri):
Cc hnh ng chin lc ti cc b phn chc nng m cng ty thc hin trn
y gii thch cho tham vng theo ui ca Grupo Bimbo v s vt tri trong p ng
nhu cu khch hng.
S vt tri trn thc t ca Grupo Bimbo v p ng nhu cu khch hng c
th hin qua tnh lin tc ca hnh ng chin lc v tnh vt tri trong tng quan
vi cc i th cnh tranh chnh nh Kraft Food, Kellogs, Nestle...
a) Tp trung vo khch hng
Bc qua giai on 2000-2010, cng ty c nhng nh hng v cam kt r
rng trong vic p ng khch hng vt tri thng qua s mnh ca cng ty vi vic
t khch hng ln trn ht ca cc cp lnh o l tp trung hng mt cch mnh
m n s hi lng ca khch hng v ngi tiu dng. Khng ch dng li cp cao
ca t chc, ton b nhn vin cng ty cn c nh hng thi tp trung vo khch
hng. Trong sut giai on 2004-2010, cng ty thc hin tng cng l 3659 kha hc
o to cho tt c cc nhn vin tt c cc chc nng lin quan n vic tp trung p
ng v phc v khch hng. Trong tng t bin vo nm 2010 l 600 kha hc.
b) Tha mn nhu cu khch hng
- C bit ha sn phm theo nhng khch hng khc nhau:
Grupo Bimbo l mt trong nhng cng ty hng u trong ngnh thc phm khi
lun chi mnh tay cho cc hot ng R&D nhiu lnh vc khc nhau nh ng gi,
nguyn vt liu, cng ngh v quy trnh sn xut, nghin cu sn phm mi. Tuy nhin,
vic lin tc ra mt cc sn phm mi c cng ty ch trng hn c nhm p ng nhu
cu ca cc khch hng khc nhau. Theo thng k nm 2004, Bimbo ch nm gi 1,2 %
cc bng sng ch lin quan n thc phm nhng n nm 2009 th t 2,44% vt
mt Kraft Foods v Kellogs ln lt l 2,2% v 1,2%. Nm 2005, cng ty t c
thnh cng vang di khi ct gim c 20-30% lng mui, ng trong cc sn phm
hng u khp cc ni, trong khi cc cng ty khc, t l ny ch l 10-15%. Nm 2007,
GRUPO BIMBO Trang97

cng ty li nghin cu thnh cng v tip tc ct gim n 50% cc axit bo c trong cc
sn phm snack ca Bimbo. Tt c cc hot ng ny u nhm hng n cc sn
phm c li vi sc khe dnh cho khch hng c nguy c b tiu ng hay bo ph...
V mt cht lng, cng ty cng tin hnh th nghim trn nguyn liu c
cung cp bi cc bn th ba v thng xuyn kim tra nh my sn xut v cc c s
ca nh cung cp. Khng nhiu nh sn xut bnh Mexico c c kh nng ny, ch
yu do ro cn v tri thc, cng ngh kim nh cht lng my o lng hm lng
tinh bt, cht bo d chuyn ha, cholesteron, my d cht nhim c do thuc thc
vt). Thm vo , vi kh nng tn kho hon ho (vng quay hng tn kho ca cc
sn phm kh ca Bimbo l trn 2 tun, trong khi thng s vng quay hng tn kho ca
ngnh l 8.8 ngy ) ( ngun www.dailyfinance.com), cng ty khng ch c th duy tr s
sn c, tnh lin tc v u vo cho khch hng t chc v cn c th cung cp cc sn
phm ti mi v ngon nht cho ngi tiu dng cui cng.
- Rt ngn thi gian p ng nhu cu khch hng:
i vi cc khch hng t chc (nh Wal Mart, Oxxo, Mc Donald,) Bimbo s
dng h thng gim st c bit, thng qua cc thit b cm tay gim st, gip cc gim
st vin th trng c th cp nhp thng tin v lng hng tn kho, cc kin ngh, nhu
cu ca khch hng v my ch tin hnh x l. H thng ny gip tin trnh hoch
inh, x l n t hng nhanh chng hn.
Vi kh nng hot ng vi hiu sut cao ca knh phn phi v bn hng cng
nh mng li phn phi ln nht th gii (2.100.000 im bn, 50.000 tuyn ng),
Grupo Bimbo thc s lm ch v vt mt cc i th v mt thi gian p ng nhu
cu khch hng. Cng ty phn loi khch hng theo khi lng mua hng ca h, loi
knh phn phi v c im c nhn. Mi nhn vin bn hng Bimbo cp nht trung
bnh t 30 - 45 khch hng ca cc knh phn phi truyn thng, trong trng hp
khch hng ln hn, hng ngy cc chuyn thm c th khong 4- 8 khch hng. Trn
c s sn xut v mc doanh thu ca tng khch hng, cp nht tng khch hng c
th l hng ngy, ba ngy, hai ln mt tun hoc hng tun. Thi gian p ng khch
hng l mt trong nhng tiu ch c Bimbo ch trng trong vic p ng khch hng
ca mnh.
Kt lun:
- Cng ty c li th cnh tranh
- p ng khch hng vt tri l nhn t to nn li th cnh tranh ca
cng ty.

GRUPO BIMBO Trang98

CCH 2: Phn tch s vt tri ca cng ty trong chui gi tr
a) Nhn din, m t cc hot ng v cch thc gia tng gi tr ca n:

Chui gi tr ca Grupo Bimbo

Nguyn vt liu:
Cht lng v ngun cung cp lin tc ca cc nguyn liu ca Bimbo l nhng
yu t quan trng trong qu trnh sn xut ca n. Bimbo thng qua chnh sch cung
cp nghim ngt, theo cng ty yu cu cc nh cung cp ca n tun th chi tit
thng s k thut i vi nguyn liu v cung cp giy chng nhn kim sot cht
lng cho cc sn phm ca h. Cng ty cng tin hnh th nghim phng th nghim
trn nguyn liu c cung cp bi cc bn th ba v thng xuyn kim tra nh my
sn xut v cc c s ca nh cung cp.
Cng ty c mi quan h lu di vi cc nh cung cp m tun th cc tiu chun
cht lng cao ca n. Bimbo tm cch duy tr chi ph cung cp thp m khng b mt
cht lng nguyn liu thng qua cc hp ng cung cp di hn vi cc nh cung cp
a phng.

GRUPO BIMBO Trang99

Bt m l nguyn liu chnh sn xut. La m thng c giao dch bng la
M v gi bin ng ph thuc vo cc yu t nh thi tit, sn xut cy trng v cung
cp th trng trn ton th gii v nhu cu. Bimbo thng xuyn xem xt v iu chnh
li mi quan h ca n vi cc nh cung cp bt m v Cng ty lin tc thc hin cc
tho thun bo him ri ro qun l ri ro ca bin ng gi c ca n vt liu th ch
cht.
Cc nguyn liu quan trng khc cho cc dng kinh doanh ca Bimbo l bt m,
ng, du n v cht bo v trng, cng nh nha c s dng ng gi cc sn
phm ca mnh.
Bimbo nm gi mt s c phn trong mt s nh cung cp chnh ca bt m,
trng v ng. Ngoi ra cc nguyn liu, cng ty cn mua bao b nha t mt s nh
cung cp.
Cng ty hin nay l khng ph thuc vo bt k nh cung cp duy nht trong bt
c th trng no m n hot ng. Bimbo lun chp hnh cc chnh sch kim sot gi
c cc nc s ti.

Tn kho:
Nguyn vt liu
Cc chnh sch gi gn s ti ngon sn phm ca mnh trn th trng, Bimbo
qun l mt mc hng tn kho ca n bng cch s dng nhp trc xut trc
ghi nhn cc chi ph lin quan n hng tn kho.
Bi v bn cht ca cc sn phm m Bimbo sn xut, duy tr thng s vng quay
hng tn kho cao ca u vo sn xut, ch yu l nhng sn phm d hng n mt
mc ln hn, nh cc yu t u vo cn thit cho pht trin ng gi bnh m, bnh
ngt, bnh ngt v bnh quy.
Trong trng hp ny hu ht cc hng tn kho qun l bi nh cung cp v c
cung cp cho Bimbo trn c s nh k, thm ch vi mt t l phn phi hng ngy.
Qun l hng tn kho ca cc yu t u vo sn xut c thc hin thng qua
vic phn loi ca n theo hu cn ca n:
a phng: c qun l bi chnh nh my a phng.
GRUPO BIMBO Trang100

Tp trung v nhp khu: bi chnh nh my nhn nguyn vt liu.
Cc sn phm hon thnh
Bimbo nh v cc nh my sn xut v trung tm phn phi mt cch chin lc,
cho php n cng c hot ng ca mnh trong tng khu vc v c hiu qu phn
phi sn phm ca mnh. Ngoi ra, Cng ty c thc hin thnh cng mt h thng kt
ni vi nhau, cho php n ng b ha kh nng sn xut vi nhu cu ca ngi tiu
dng, dn n mc ti u ca qun l n t hng v do , rt thp hng tn kho
ca sn phm hon chnh ca n.
Khi hon thnh, sn phm ngay lp tc c chuyn n trung tm phn phi v
cc im bn hng ca Cng ty. Hng tn kho ca snack p mui v cc hng ha bnh
ko c mt vng quay hng tn kho trung bnh l 3 ngy.
Hng tn kho ca sn phm kh, chng hn nh bnh m nng v breadcrumbs,
cookies, ko v scla, c mt vng quay hng tn kho lu hn, do bn cht ca cc sn
phm v s dng cng ngh bo qun. Vng quay hng tn kho Bimbo cao do b thc
y bi nhu cu hng ngy ca khch hng v hnh vi ca ngi tiu dng.

H thng sn xut:
Cc nh my ca Bimbo s dng cc cng ngh v thit b tin tin, hin i.
Cng ty thng qua v thc hin quy trnh sn xut hin i t ng cho tng dng sn
phm ca mnh v duy tr nghim ngt hot ng v h thng kim sot, dn n hiu
qu trong sut qu trnh sn xut ca n trong mt cu trc chi ph vn cnh tranh.
Mt s nh my sn xut ca cng ty c th c lp trnh sn xut mt lot
cc sn phm ,cng gp phn vo hiu qu sn xut. Qu trnh sn xut cc sn phm
ca Bimbo l khng khc bit nhau lm, nhng ni chung bao gm s pha trn cc
thnh phn, nng bnh, ct, ng gi v phn phi cc sn phm.
iu nay khng ch cho php Bimbo linh hot trong vic chuyn i c cu ph
sn phm m cn to ra mt li th chi ph tt hn. y nh l mt biu hin ca vic
chin lc a dng ha lin quan ca cng ty.
Nh mt phn ca chin lc ca mnh p ng nhu cu thay i ca th
trng, Bimbo thc hin v lin tc cp nht cc h thng sng to nng cao nng
lc, cht lng v tim nng sn xut ca cc dng sn phm ca n. Cui cng, Bimbo
c thit k li cc c s hin ti ca n v kt hp mi cng ngh (hoc t pht
trin bi chnh h hoc mua li t cc bn th ba), tng ng k nng lc v gim chi
ph sn xut. Nh mt kt qu ca vic ci thin nng sut, v tn dng li th ca
cc ngun lc ca nh my sn xut, mi nh my thc hin phn tch ring ca mnh
ca cc qu trnh sn xut ca mnh, v cng vi s h tr ca cng ty khu vc, Bimbo

thc hin cc ci tin ph hp. V d, trong nm 2009 cng ty ng ca 6 nh my. 3
trong s c chuyn ti cc nh my hin c gim chi ph khng cn thit v
nng cao li nhun.
Tiu thu nng lng
Bimbo tiu th nng lng chnh l in nng, kh thin nhin, kh du m ha
lng, xng du v du diesel. Trong hu ht cc h thng sn xut, cng ty c mt my
pht in nng lng in thay th cho trng hp khn cp, m bo cung cp nng
lng. Bng cch ny, n m bo s an ton ca ngi lao ng v thit b ca mnh,
nh mt h qu ca iu ny, n gim thiu tc ng ca bt k vn trong vic cung
cp nng lng m nh my c th c trong cc dch v khch hng v ngi tiu dng..
Ngy nay, cc d n hnh thc pht in cc ngun nng lng ti to ang c nh
gi gp phn vo s pht trin bn vng.
Theo chng trnh thay th cc phng tin vn chuyn ca cng ty, hng nm
cc n v vn chuyn hiu qu nht c kt hp li vi nhau. Trong trng hp yu
cu cc dch v vn chuyn khc nh cung cp, cng ty xc nhn rng nh cung cp p
ng cc tiu chun c thit lp bi tp on.
i vi ng c diesel v xng du, c s dng bi cc i vn ti v phn
phi, Bimbo c trm tip nng lng ti cc c s ca n cung cp thng xuyn cho
cc i vn chuyn. Ngoi ra Bimbo c mt s xe m chy kh t LP v du diesel thay
v xng du c s dng trong cc thnh ph ln, bo v mi trng v tit kim chi
ph nhin liu.
Mc d c mt s lng ln cc h thng v phng tin lm vic theo mt cch
lin tc, chi ph nng lng khng c xem nh l mt chi ph ng k, thnh cng ny
l nh do hiu qu ca vic thit k cc hng di chuyn phn phi v kim sot hot
ng.
H thng kim sot cht lng
Cht lng l rt quan trng cho Bimbo. Cng ty thc hin mt h thng kim
sot cht lng ph hp vi nhu cu c nhn v thng qua cc tiu chun quc t cao
nht, c thc y bi cam kt ca chng ti m bo s hi lng ca khch hng
v ngi tiu dng. H thng ny lin quan n vic m bo kim sot cht lng v
an ton thc phm, cung cp dch v khch hng nng cao, pht huy v gi gn mi
trng lao ng lnh mnh v tn trng mi trng gp phn vo s pht trin chung
ca cng ng.. Do tm quan trng ca cht lng an ton thc phm, mt phn ca h
thng kim sot cht lng ca n l nhm mc ch kim sot v khng ngng nng
cao cht lng hng tiu dng, quy trnh v sn phm hon chnh. Vi s thc hin ca

h thng kim sot cht lng ca n Bimbo ginh c nhiu gii thng, bao gm
c Premio Nacional de Calidad Mexicano trong nm 2007.
Bimbo ginh c s trung thnh ca khch hng v ngi tiu dng ca mnh
bng cch tun th kht khe nht tiu chun quc t trong ngnh cng nghip thc
phm, chng nhn ca cc t chc v cc c quan c lp vi mt s cng nhn uy tn
quc t. V d, ti Mexico nm 2010, 27 nh my Bimbo c T chc Quc t v Tiu
chun chng nhn 9001-2000, ISO 9001-2000, 37 cc nh my ca n c phn tch
mi nguy v im quan trng Hazard Analysis & Critical Control Points: chng nhn
kim sot, hoc HACCP, v su cc nh my xut khu ca n cng c giy chng
nhn Lin minh kinh doanh bo mt cho Thng mi Business Alliance for Secure
Commerce, hoc BASC, ISO 9001-2000 l mt lot cc tiu chun quc t cung cp cc
hng dn v qun l cht lng h thng v HACCP l mt h thng qun l an ton
thc phm c gii quyt thng qua phn tch v kim sot ha hc, sinh hc, v cc
mi nguy him vt l t thu mua nguyn liu, sn xut v x l, phn phi, sn xut v
tiu th cc sn phm thnh phm.
Nng sut:
L mt phn ca chin lc ca Bimbo p ng nhu cu thay i ca th
trng, n thc hin v lin tc cp nht cc h thng sng to nng cao nng lc,
cht lng v tim nng sn xut ca cc dng sn phm. Lc , Cng ty thit k li
cc c s hin ti ca n v kt hp mi cng ngh (hoc pht trin bi Bimbo hoc thu
c t cc bn th ba), tng ng k cng sut v gim chi ph sn xut.
Nh mt kt qu ca vic ci thin nng sut, v tn dng li th ca cc
ngun lc ca nh my sn xut, mi nh my thc hin phn tch ring ca mnh ca
cc qu trnh sn xut ca mnh, v cng vi s h tr ca cng ty khu vc, Cng ty
thc hin cc ci tin ph hp. V d, trong nm 2009 Bimbo ng ca 6 nh my. Ba
trong s su hot ng c chuyn ti nh my hin c gim chi ph khng cn
thit v nng cao li nhun.
Gi:
Chnh sch ca Cng ty v vic gi c ca sn phm ca mnh c da ch yu
trn tnh hnh chung ca iu kin ca th trng v cc chi ph u vo ca sn xut.
Bimbo hot ng duy tr gi thp v cung cp cho ngi tiu dng v khch hng ca
h gi c cnh tranh hn theo h thng ca Cng ty da trn cc quy trnh c ti u
ha.
S gia tng ca gi c trong Tp on khng ch v s gia tng chi ph u vo.
Cc yu t khc khc nh th trng v cnh tranh, nhy cm sn phm v th trng
ca n, nghin cu chung mi trng (ch yu l kinh t) cng c th nh hng n gi

c. Theo cch ny, Cng ty c tnh mt h thng cc mc gi cho php xc nh v
tr chnh n nh l mt trong nhng cc nh lnh o trong ngnh cng nghip.
Hn th na, khng c dng sn phm no ca Bimbo quy phm cc chnh sch
gi c cc th trng m n hot ng.
Hot ng truyn thng c ng:
Thng qua cc chng trnh hng nm, Cng ty thc hin cng khai a dng v
cc chin dch khuyn mi nhm mc ch:

(i) duy tr hnh nh v pht trin cc sn phm hng u ca n.
(ii) h tr cc sn phm mi c tung ra th trng.
(iii) h tr cc sn phm c th c nhu cu gim.
Bimbo s dng c quan thng tin, trung tm truyn thng c lp pht trin
v qung b chin dch qung co ca mnh. Truyn hnh l phng tin truyn thng
c s dng nhiu nht bi Bimbo m cn Cng ty s dng khc nh qung co bn
ngoi, i pht thanh v tp ch cng nh cng khai qua phng tin giao thng cng
cng (ghi nhn phng tin khc nhau m sn phm ca h c vn chuyn). Ngoi ra
trong nhng nm qua, cng ty nhn mnh vic s dng cc vt liu ha v trin
lm ti cc im bn hng.
L mt phn ca chnh sch hnh nh thng hiu ca Bimbo n khn gi, phi
c ch yu l quen thuc v thc y ca mt hot ng th cht. y l l do ti sao
Bimbo c mt trong cc chng trnh truyn hnh ph hp vi cc chnh sch ny cng
nh trong th thao v cc chng trnh gii tr.
Trong nm 2009 Bimbo thc hin mt tha thun cho sc khe v cc tiu chun
qung co dinh dng cho tr em di 12 tui (Cdigo PABI - Publicidad de Alimentos
y Bebidas), c hiu lc vo ngy 01 thng 1. Tng t nh vy, Cng ty chp nhn
tha hip vi T chc Y t Th gii.
V vy cng ty quan tm c bit qung co ca n c tp trung vo phn
ny i vi cc i tng nh tui ny khng ch Mexico m cn trong tt c cc hot
ng trn ton th gii, thc y cc gi tr tt p v n ung tt v thi quen sc khe
cng nh cc hot ng th cht. Mi dng sn phm c thit lp ngn sch qung
co ca mnh theo nhu cu ca n, c xc nh bi mt t l phn trm c nh trn
doanh s bn hng c th ca h.
Cng ngh v h thng thng tin:
Cng ngh:
Thng qua vic iu tra v pht trin, chnh Cng ty tp trung p dng
cng ngh chuyn v bnh nng, n nh v cc mt hng bnh ko, c s dng.
Mt s lnh vc nghin cu quan trng nht l: ko di chu thi gian bo qun cho cc

sn phm trn k, pht trin sn phm mi, m rng sn phm khc nhau, sn phm lnh
mnh, nng cao cht lng sn phm, pht trin thnh phn mi v ti u ha vic s
dng cc nghin cu cho Nng cao cht lng sn phm nng nghip, m bo cht
lng, qu trnh thay i, t ng ha cc quy trnh,
Being seen as food technologies wizard, nobody is in despair with our magic
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c xem nh l ph thy cng ngh thc phm, cc sn phm ca chng
ti lun cha ng nhng yu t ma thut m khng khch hng no c th phn nn
c
Roberto Servitje- Ch tch Hi ng qun tr
Trong lnh vc cng ngh thc phm, cc sn phm ca Bimbo lun cha ng
mt hm lng sng to cao. V d, trong vic nng cao kh nng t bo qun ca sn
phm instinto de conservacin , thay v s dng cc cht ph gia bo qun nh axit
benzoic, sunfua dioxit, Bimbo li c th bo qun bng mt s kt hp kh nng chng
vi khun v nm mc t cc nguyn liu ca mnh, cng vi mt c ch bo qun bn
ngoi thng minh SPS (bao gm cc yu t nh nhit , m theo cng thc do
chnh cc k s thc phm phng bo qun tn kho thit k vo nm 2008 )gip cc sn
phm kh c lu tr trn cc k hng vi thi gian di hn nhng vn m bo sc
khe.
Do s gia tng nhu cu mi ngy ti cc th trng v ngi tiu dng, cc cng
ngh c s dng phi s tin ha lin tc t c nhng ci tin trong cc quy
trnh v cc sn phm c sn xut. y l l do ti sao thnh phn chc nng nh cht
x, ng cc nguyn ht, cc acid bo chuyn ha, bao gm vitamin, prebiotics, bao gm
trn cc sn phm i din cho mt thch thc cng ngh c khc phc trong
cc th trng khc nhau.
Ni chung cc qu trnh sn xut sn phm khng c xem nh mt li th c
quyn. Cc hp ng lin quan n cc kha cnh trn, v c bn c tha thun vi
mt s trng i hc v vin nghin cu v cc trung tm cng nh cng tc vi nh
cung cp. Cc tha thun lin quan n s hu cng ngh, bo mt, v trch nhim c
xc nh thng qua cc tha thun quy nh v c bit. Tt c cc yu cu trn c
thc hin vi s dt khot ca vic tm kim cng ngh mi v tin phong trong vic
pht trin cc sn phm nng, tortillas, v cc loi khc ca cc loi thc phm khc.
V vic cung cp my mc, Bimbo c chnh sch nh cung cp rt chn lc.C
nhiu tiu ch khc nhau c suy ngm mt cch thu o tin hnh mua my mc
mi, chng hn nh, chuyn mn, tinh t, k thut sn xut, cng ngh hng u, iu
kin lao ng, v c bit nhn mnh v mc an ton ca h, cc h tr k thut ca
h cung cp sau khi mua, gi v cc iu kin thanh ton. Cc tiu ch ny l nhm mc

ch m bo nghim ngt mc chnh sch hiu qu, nng sut v mi trng thn
thin, cng nh mc cao cht lng trong tt c cc sn phm Bimbo.
Cng ty pht trin nhiu mu thit k trong s cc cng ngh lin quan v t ng
ha, hn na v sn xut my mc thit b Cng ty s dng cc bn th ba. Trong
trng hp ny vi mc ch bo v ti sn m c cng ty thit k, cng ty k cc
tha thun bo mt vi cc nh cung cp. Bimbo cho rng cng ty s khng b ph thuc
mt cch c quyn i vi bt k nh cung cp cng ngh no, bi v c rt nhiu nh
cung cp trong dch v ny.
H thng thng tin:
Bimbo s dng h thng thng tin t ng ha cho c hai, mc kinh doanh
cng nh cc cp qun l, c pht trin trong cc giai on khc nhau. Cc h
thng thng tin hot ng lin kt cc qu trnh ca h t vic tip nhn u vo sn
xut n qu trnh bn hng, iu ny dn n kim sot nhiu hn hiu qu.
Mt khc, ngi qun l h thng thng tin c mt tng hp cc thng tin hot
ng c c tp trung cc nh my v cc c quan khc nhau trong tt c cc lnh
vc kinh doanh.
Mt trong nhng mc ch chnh ca s tch hp ca c hai h thng thng tin
cp trn, bn trong c cu t chc Grupo Bimbo, n c th c cng nhiu i
din nht c th trong mi phng ban, bao gm c cc cp thp hn ca biu t chc.
Theo cch ny, Cng ty c th tnh vi mt h thng phn cp cho vic ra quyt
nh.

T nm 2001, Bimbo hot ng mt gii php kinh doanh tch hp bi mt h
thng ERP, trong mt c s d liu vi cc nng lc qun l khi lng ln thng tin.
iu ny cho php Bimbo c mt m hnh kinh doanh tiu chun ha v tp trung
m n gin ha thng tin, ci t trn mt c s h tng cng ngh hin i v mnh
m cho php tch hp vo tt c cc hot ng ca cng ty.
Cc knh phn phi:
Quy trnh phn phi v bn hng
Trong chin lc ca Bimbo, phn phi trc tip n cc im bn hng l mt
trong nhng yu t quan trng ca thnh cng, y l l do ti sao trong khu vc thng
mi c hn 50.000 ngi c tuyn dng. Cng ty c pht trin mt trong nhng i
ln nht lc a chu M vi khong 40.000 n v s hu, 33.000 phng tin vn
chuyn, 6.000 phng tin giao thng vn ti v gn 2.000 phng tin cm tay gim st
gim st, ngoi cc cc n v phn phi bn ngoi hoc iu hnh c lp Hoa K v
Trung v Nam M.

Mi ngy, b phn bn hng l ph trch gim st hn mt triu 800.000 im
bn hng, li cc nh my, c quan, kho tng. Cng ty c 869 c quan phn phi, mi
trong s ph thuc vo mt hoc nhiu nh my, ngay c khi chng khng nm gn
nhau.
Cc i xe vn chuyn bao gm ch yu l trong cc n v c gi l "Vanette"
v "Nissan", cng nh cc phng tin kch thc ln (rabones), phn phi cho
khch hng t chc. Vic vn chuyn ch yu, vi hoc giao thng vn ti, c quan,
c thc hin thng qua np s mi r moc, c th l n hoc i, ty thuc lut hin
hnh ca mi nc. Tnh n thng 12 nm 2009, cc phng tin c s dng bi
Grupo Bimbo trn khp th gii c phn pht theo sau y:

Hm i c s nm kinh nghim trung bnh l 4 nm, 89% l cc mu xe l t
nm 2000 n 2009. Hng nm, cc n v mi c kt hp do thay th hoc m rng
ci thin dch v ca Cng ty,khch hng v ti u ha chi ph hot ng.

Vn chuyn
n t hng c t mt tun trc bi lc lng bn hng ca Cng ty v c
th c iu chnh 3-5 ngy trc khi c chuyn giao cho mt trung tm phn phi,

ph thuc vo h thng giao thng, sn phm. Cng ty hon thnh sn phm c
chuyn giao cho khu vc cng vn v c kim tra xc nhn ph hp vi cht lng
ca chng ti tiu chun v ti ln s mi r moc giao hng.
Ti c quan phn phi trung tm, cc sn phm ti sng, c t trong lng
hoc ng, c ti v t r moc v c nhm li trong khu vc giao hng v sau s
c phn phi trn cc xe ti bn hng.
ng thi, nhng xe r-mooc ny quay li nh my sau khi c np vi mt s
lng, hoc ng trng rng v cc sn phm cn c tr li khc. Cc ph phm ny s
c bn li cho cc nh my ti ch.
Bn hng:
Lc lng bn hng phn phi sn phm ca Cng ty cho khch hng ca mnh
t trung tm phn phi theo hnh trnh xc nh trc. Hin nay, tt c cc tuyn
ng ca n c th cung cp cc sn phm v n tr v cc sn phm qu hn t cc
khch hng ca mnh trn mi khi gh qu. Sn phm c th c tr li ca khch hng
nu h khng c bn v c thay th bi cc sn phm ti m khng c chi ph cho
khch hng. Cc sn phm c chn khi sn phm c coi l khng cn ti na mc
d h c th c tiu th vo ngy m chng c ly ra.
Sn phm tr li c x l bi:
(i) cung cp cc sn phm bn cho cc ca hng bn bnh m ca ngy
hm qua ("yesterdays bread store) ni sn phm c cho bn mt mc gi thp
hn (cc ca hng c th c s hu v iu hnh bi Bimbo hoc do bn th ba);
hoc
(ii) bn sn phm theo trng lng s dng nh ngun cp thc n gia sc.
Mi sn phm c by bn ph hp vi thi hn s dng ca n, m thay i t
by ngy, trong trng hp bnh m, hoc vi thng, trong trng hp ca s-c-la,
bnh quy v n nh.
Mi nhn vin bn hng Bimbo cp nht trung bnh t 30 hay 45 khch hng ca
cc knh phn phi truyn thng, trong trng hp khch hng ln hn trung bnh ,hng
ngy cc chuyn thm c th ch gia 4 v 8 khch hng. Trn c s sn xut v mc
doanh thu, cp nht tng khch hng c th l hng ngy, c ba ngy, hai ln mt tun
hoc hng tun, cc Cng ty phn loi khch hng theo khi lng mua hng ca h,
loi knh phn phi v c nhn c im. Khch hng ca Cng ty bao gm cc siu th,
ca hng tin li, khch hng t chc, chui thc n nhanh, trng hc, khch hng vi
cc my bn hng t ng v truyn thng khch hng (chng hn nh ca hng tp
ha).
Ti Hoa K do vi c im th trng v loi ca khch hng v khong cch,
chuyn thm trung bnh l t 15 n 20 khch hng mi ngy.Doanh s bn hng ca

Bimbo c thc hin ch yu bng tin mt, mc d chng trnh tn dng tn ti cho
cc khch hng trong knh truyn thng. Tn dng v gim gi cho cc khch hng va
v ln thay i theo sn phm v chui khch hng hoc siu th.
b) Phn loi nh hng ca cc hot ng n chi ph v s khc bit:
Li th chi ph

Chui gi tr ngnh bnh

Chui gi tr Kraft

Li th chi ph c th hin r nht trong qu trnh phn phi sn phm n
khch hng ca Bimbo. Hm i vn chuyn hng ha c s nm kinh nghim trung
bnh l 4 nm, 89% l cc mu xe l t nm 2000 n 2009 ca Mercedes Benz, c
trang b ng c kh t LP gip gim chi ph nng lng xung 12%. Hn th na, vi

mt php so snh n gin gia t l chi ph phn phi v bn hng trn doanh thu trung
bnh ca Bimbo v Kraft ln lt l 17% v 12,4% (www.yahoo.finance.com).
Bn cnh , nh tn dng tnh kinh t ca quy m cng gip cho h thng phn
phi v bn hng ca Bimbo c chi ph phn phi trn mi n v sn phm cng t
hn.Cng ty c pht trin mt trong nhng i ln nht lc a chu M vi khong
40.000 n v s hu, 33.000 phng tin vn chuyn, 6.000 phng tin giao thng
vn ti v gn 2.000 phng tin cm tay gim st gim st, ngoi cc cc n v phn
phi bn ngoi v / hoc iu hnh c lp Hoa K v Trung v Nam M. Hng
nm, cc n v mi c kt hp do thay th hoc m rng ci thin dch v ca
Cng ty,khch hng v ti u ha chi ph hot ng.
Trong quy trnh sn xut, mt s nh my sn xut ca cng ty c th c lp
trnh sn xut mt lot cc sn phm ,cng gp phn vo hiu qu sn xut, iu ny
lm gim chi ph mua sm thm thit b cng nh chi ph chuyn i do thay i sn
phm. V d trong chui gi tr quy trnh sn xut, tt c cc sn phm u cn c
nguyn liu u vo l bt, trng, ng, satt c s c trn vi nhau theo nhng
cng thc nht nh nh hnh nn thnh phn sn phm. Dy chuyn trn cc hng
liu v thnh phn ny khng ch cho php sn xut bnh m, torrillas,m cn i vi
c bnh ngt, cookies
Li th to s khc bit:

Nguyn vt liu:
Cht lng v ngun cung cp lin tc ca cc nguyn liu ca Bimbo l nhng
yu t quan trng trong qu trnh sn xut ca n.
Bimbo thng qua chnh sch cung cp nghim ngt, theo Cng ty yu cu cc nh
cung cp ca n tun th chi tit thng s k thut i vi nguyn liu v cung cp
giy chng nhn kim sot cht lng cho cc sn phm ca h. Cng ty cng tin hnh
th nghim phng th nghim trn nguyn liu c cung cp bi cc bn th ba v
thng xuyn kim tra nh my sn xut v cc c s ca nh cung cp. Khng nhiu

nh sn xut bnh Mexico c c kh nng ny, th nht do ro cn v tri thc, cng
ngh kim nh cht lng (my o lng hm lng tinh bt, cht bo d chuyn ha,
cholesteron, my d cht nhim c do thuc thc vt) v th hai l do sc thng
lng km. Bn cnh nhm, gim thiu kh nng thiu ht nguyn vt liu cng ty
cng c mua li c phn trong mt s nh cung cp, nhm kim sot hot ng tt hn.
Vic lun lun kim sot c u vo ca mnh, ng thi vi vic duy tr
lng hng u vo cn thit s gip cho Bimbo to ra c gi tr vt tri hn cho
khch hng. i vi cc khch hng t chc nh siu th, chui nh hng s gp phn
nng cao cht lng sn phm cui cng v duy tr s sn c, tnh lin tc v u vo
cho khch hng.
H thng tn kho:
Nhm m bo s ti ngon ca sn phm trn cc k hng, Bimbo c nhng
nguyn tc nht nh trong vic thu mua nguyn vt liu, cng nh cng thc tn kho.
Trong , cc nh cung cp phi cam kt vn chuyn ng thi hn, ng vi yu cu
cht lng ra.
i vi cc thnh phm, khi hon thnh, sn phm ngay lp tc c chuyn n
trung tm phn phi v cc im bn hng ca Cng ty. Hng tn kho ca snack p
mui v cc hng ha bnh ko c mt vng quay hng tn kho trung bnh ca 3 ngy.
Hng tn kho ca sn phm kh, chng hn nh bnh m nng v breadcrumbs,
cookies, ko v scla, c mt vng quay hng tn kho lu hn c th hn 2 tun, do
bn cht ca cc sn phm v s dng cng ngh bo qun. Nh kh nng tn kho nhiu
nh vy, cng ty c th p ng cc nhu cu t bin ca khch hng cnh tranh hn so
vi cc i th khc. V cc sn phm ca i th, khng th ko di tn kho trn 2 tun
c. (Ngun: Annual report 2010)
Trong khi thng s vng quay hng tn kho ca ngnh l 8.8 ngy (ngun
www.dailyfinance.com)
Nh kh nng tn kho hon ho, cng ty khng ch c th p ng cc nhu cu
bin ng ca khch hng m cn gip h c lng hng tn kho linh hot hn.
H thng kim sot cht lng:
Cht lng l mt yu t then cht trong s thnh cng ca Bimbo. mi giai
on , c bit trong sn xut, s c mt i qun l cht lng tin hnh kim tra trn
cc mu sn phm. y l lc lng nhng con ngi cht lng tin hnh kim tra
nhng iu cht lng. H l nhng chuyn gia trong ngnh thc phm ca mi quc
gia, vi nhiu nm kinh nghim.
Cng ngh:
Thng qua vic iu tra v pht trin, chnh Cng ty tp trung p dng
cng ngh chuyn v bnh nng, n nh v cc mt hng bnh ko, c s dng.

Mt s lnh vc nghin cu quan trng nht l: ko di chu thi gian bo qun cho cc
sn phm trn k, pht trin sn phm mi, m rng sn phm khc nhau, sn phm lnh
mnh , nng cao cht lng sn phm, pht trin thnh phn mi v ti u ha vic s
dng cc nghin cu cho Nng cao cht lng sn phm nng nghip, m bo cht
lng, qu trnh thay i, t ng ha cc quy trnh
c xem nh l ph thy cng ngh thc phm, cc sn phm ca chng ti
lun cha ng nhng yu t ma thut m khng khch hng no c th phn nn c
Roberto Servitje- Ch tch Hi ng qun tr
Chnh nh kh nng cng ngh ca mnh, cng ty c th p ng khch hng tt
hn ngay c cc khch hng c nhn v khch hng t chc. i vi khch hng c
nhn, h c c sn phm t nhin khng cht bo qun c hi cho sc khe,Cn
i vi cc siu th, chui nh hng,h c th bo qun nguyn liu mc an ton
hn.
Bn cnh cc sng kin trong cht bo qun, Bimbo cn c nhiu tim nng cng
ngh trong ng gi sn phm, thit k, ci tin cc thit b sn xut
H thng phn phi:
i vi cc khch hng t chc (nh Wal Mart, Oxxo, Mc Donald) Bimbo s
dng h thng gim st c bit, thng qua cc thit b cm tay gim st, gip cc gim
st vin th trng c th cp nhp thng tin v lng hng tn kho, cc kin ngh, nhu
cu ca khch hng v my ch tin hnh x l gip tin trnh hoch nh, x l n
t hng nhanh chng hn.
H thng vn chuyn ca cng ty c thc hin thng qua 2 bc c bn:


n t hng c t mt tun trc bi lc lng bn hng ca Cng ty v c
th c iu chnh 3-5 ngy trc khi c chuyn giao cho mt trung tm phn phi,
ph thuc vo h thng giao thng, sn phm. Cng ty hon thnh sn phm c
chuyn giao cho khu vc cng vn v c kim tra xc nhn ph hp vi cht lng
ca chng ti tiu chun v ti ln r moc giao hng.
Ti c quan phn phi trung tm, cc sn phm ti sng, c t trong lng
hoc ng, c ti v t r moc v c nhm li trong khu vc giao hng v sau s
c phn phi trn cc xe ti bn hng.
ng thi, nhng xe r mooc ny quay li nh my sau khi c np vi mt s
lng, hoc ng trng rng v cc sn phm cn c tr li khc. Cc ph phm ny s
c bn li cho cc nh my ti ch.
Cc thng hng c phn phi ti cc trung tm a phng thng qua cc xe r
mooc, trong khi phn phi ti cc khch hng thng qua cc xe ti nh. iu ny, gip
Bimbo c tnh linh ng nhiu hn, gip khch hng t chc hng tn kho tt hn.
Kt lun:
Mc d Grupo Bimbo c t c mt vi li th chi ph thng qua tnh kinh t
ca quy m ca h thng phn phi, tinh a nng ca cc my mc thit b. Tuy nhin
khi so snh vi cc i th cnh tranh ln trn v th ton cu th nhng li th trn, cc
i th quc t cng v ang t c (Kellogs, Kraft)
Tuy nhin, li th to khc bit ang l li th ng ch v vt tri hn so vi
cc i th. Trong , mi li th lun c gng tng thm gi tr cho khch hng thng
qua tng quy trnh ca chui gi tr.

V d:
i vi khch hng McDonald, cc quy trnh trong chui gi tr ca Bimbo
kh nng tha mn yu cu v lm gia tng gi tr cho McDonald. (xem hnh di)
Vic lun lun kim sot c u vo ca mnh, ng thi vi vic duy tr
lng hng u vo cn thit s gip cho Bimbo to ra c gi tr vt tri hn cho
khch hng. i vi cc khch hng t chc nh siu th, chui nh hng..s gp phn
nng cao cht lng sn phm cui cng v duy tr s sn c, tnh lin tc v u vo
cho khch hng.
Nh kh nng tn kho hon ho, cng ty khng ch c th p ng cc nhu cu
bin ng ca khch hng m cn gip h c lng hng tn kho linh hot hn.
Chnh nh kh nng cng ngh ca mnh, cng ty c th p ng khch hng tt
hn ngay c cc khch hng c nhn v khch hng t chc.

- i vi khch hng c nhn, h c c sn phm t nhin khng cht bo qun c
hi cho sc khe,Cn i vi cc siu th, chui nh hng,h c th bo qun
nguyn liu mc an ton hn.
- i vi cc khch hng t chc ( nh Wal Mart, Oxxo, Mc Donald,)Bimbo s
dng h thng gim st c bit, thng qua cc thit b cm tay gim st, gip cc
gim st vin th trng c th cp nhp thng tin v lng hng tn kho, cc kin
ngh, nhu cu ca khch hng v my ch tin hnh x l. Gip tin trnh hoch
inh, x l n t hng nhanh chng hn.


Phn
phi
Nguyn
vt liu
H
thng
tn kho
Sn
xut
Cng ngh
H THNG THNG TIN
Duy tr nghim
ngt cht lng
v n nh ca
cc NVL u
vo.
p dng cc k
thut cng ngh
tin tin nht
trong sn xut,
kh nng sn
xut linh hot
Tn kho vi s
lng ln hn,
h thng bo
qun thng minh
(SPS)
X l, phn phi
n t hng
nhanh chng,
linh hot.

B. NGUN GC LI TH CNH TRANH
I. Cc ngun lc
a) Ngun lc hu hnh
Ti chnh
+Tnh hnh ti chnh ca Grupo Bimbo t nm 2001-2010 qua mt vi ch s:
(n v: nghn Euro)

2000 2001 2002 2003 2004 2005 2006 2007 2008
ROA 7.38% 11.33% 5.56% 7.58% 9.55% 12.03% 12.46% 12.08% 10.83%
ROE 11.58% 20.12% 12.65% 14.67% 18.66% 22.44% 21.96% 19.18% 18.50%
N/vn ch 56.90% 77.62% 127.43% 93.66% 95.29% 86.51% 76.26% 58.76% 70.75%
Li nhun
gi li 13,495 10,797 12,518 14,816 16,386 20,804 23,595 27,994 34,332
Li nhun
gi li
/tng
ngun vn 54.81% 48.35% 39.47% 48.55% 48.33% 56.18% 56.43% 61.87% 58.68%
Tng ti
sn 24,621 22,331 31,718 30,515 33,904 37,030 41,815 45,243 58,506
Thng s n trn vn ch cho thy Bimbo ang gia tng vic tn dng n by ti
chnh, con s trung bnh ca Bimbo l 91.07% trong khi con s trung bnh ngnh nm
2010 l hn 30%. Mc d y c th l mt du hiu tiu cc trong mt cc ngi cho
vay, tuy nhin thc t cho thy y khng phi l iu ngn cn vic Bimbo vay c
n. C th l nm 2002, 2008, 2010, Bimbo c cc ngn hng ln nh Bank of
America, Citi Group cho vay vi tng gi tr hn 5 t , trong khi th trng
Mexico vn duy tr hng AA+(hng mc cao).
iu ny cho thy rng kh nng Bimbo c th vay thm tin t cc t chc ti
chnh bn ngoi l kh cao, tuy nhin s gp vi vn lin quan n h s tn dng nu
Bimbo mun vay vn thm t bn ngoi.
Bn cnh , khi phn tch t l li nhun gi li trn ngun vn, th hu nh c
cu ngun vn ca Bimbo ph thuc kh nhiu vo lng li nhun gi li. Bimbo ang
gi li kh nhiu li nhun c c t kinh doanh. iu ny phn no l gii v sao
thng s chi tr c tc ca Bimbo li thp hn trung bnh ngnh nh vy 28,94% v
45,62% (ngun Reuters.com). Tm li, cc ch s ny cho thy rng kh nng t ti tr
ca Bimbo kh tt .

- ng gi: Cng ty c mt ngun lc ti chnh mnh. Kh nng vay vn
cng nh kh nng t ti tr ln ca cng ty gip cng ty c kh nng u t vo nghin
cu, pht trin sn phm, cng nh thm nhp vo cc th trng mi trn ton cu
thng qua chin lc mua li, ha gii e da t th trng bnh ko bo ha ti Mexico.
Ti chnh mnh m cng gip cng ty bc gn n mc tiu tr thnh nh sn xut
bnh ln nht v tt nht th gii.
C s vt cht:
- M t: Tnh n nm 2010, Grupo Bimbo c 156 nh my sn xut phn
b trn khp th gii bao gm Mexico (42 nh my), Ty Ban Nha v B o Nha (7
nh my), Chu M Latin (30 nh my), Trung Quc (2 nh my), Hoa K (75 nh
my). Cc nh my c din tch khong 1.446.620 m2, c xy dng trn mt b mt
tng cng 3.556.470 m2, ngoi ra cn c mt khu t bo tn 619.820 m2. Vi tng ti
sn nu trn, khong 95% thuc s hu ca Bimbo, phn cn li tng ng vi cc c
s cho thu t cc bn th ba.
Bn cnh cng ty cn s hu 6 vin dinh dng v i mi ti Chu M c
lin kt cht ch vi cc i tc t cc trng i hc ln, c nhim v nghin cu, pht
trin cc sn phm mi v nng cao dinh dng, ci tin cc dng sn phm hin ti
- ng gi: Mng li nh my rng khp cng vi cc thit b sn xut
hin i ti y to iu kin thun li cho Grupo Bimbo trong vic sn xut s lng
ln cc sn phm cung cp cho th trng cng nh t c li ch kinh t theo quy
m. Cc vin nghin cu l bc m mnh m cho cng ty cung cp cc sn phm dinh
dng v cht lng cao nht, ng thi cng c v th dn o ca cng ty trn th
trng.
Mng li phn phi:
- M t: Cng ty c mt mng li phn phi trc tip ln nht th gii vi
mt lc lng bn hng ln nht chu M v c xem nh mt li th cnh tranh ln
ca cng ty. Cng ty c mng li phn phi v cng rng ri vi hn 1.000 trung tm
phn phi chin lc phn b trn 50.000 tuyn ng , 2.100.000 im bn 19 quc
gia trn ton th gii bao gm: Mexico, Brasil, Guatemala, El Salvador, Costa Rica,
Colombia, Venezuela, Peru, Chile, Argentina, Uruguay, Honduras, Nicaragua, Panama,
Paraguay, Hoa K, Trung Quc, Ty Ban Nha v B o Nha. Cng ty cng duy tr mt
hot ng logictics c hiu qu cao v tinh vi gii quyt cc yu cu phn phi trn
th trng m n phc v. Thng qua vic mua li ca WFI, Cng ty m rng ng
k mng li phn phi ti Hoa K vo vng ng Bc.
- nh gi:
+ ng gi: Mng li phn phi ny cho php cng ty phn phi cc sn phm
t 155 nh my, cc trung tm phn phi v kho hng trn khp th gii n hn 2,1

triu im bn hng mi ngy m bo s ti mi v cht lng ca sn phm, p
ng nhu cu ca mi loi khch hng t cc i siu th n cc ca hng nh thun
tin.. Bimbo cng pht trin cc mi quan h mnh m vi khch hng ca n cho
php cng ty iu chnh cch tip cn v p ng nhu cu a dng v thay i ca khch
hng nh tn xut giao hng mt cch hiu qu v chi ph
+ Him: hu nh khng c nhiu cng ty trong ngnh bnh ko a quc gia c
mng li phn phi rng ri nh Grupo Bimbo.
b) Ngun lc v hnh
Bng sng ch:
- M t:
Vic bo h sng ch ca Cng ty thng qua bng sng ch l ht sc quan trng.
Bimbo hot ng ch yu vi my mc c pht trin bi cng ngh hin i. B phn
nghin cu v pht trin ca cng ty thng xuyn yu cu bo h sng ch cho cc
cng ngh mi lin quan n sn phm, quy trnh sn xut, phng php ch bin ti
Mexico v nc ngoi. in hnh c th k n nh bng sng ch v quy trnh sn xut
cc sn phm bnh c cha cht keo v cht si, bng sng ch v sn phm c cha
cht keo poly saccarit, phng php sn xut cc sn phm bnh kh c ph ngoi
Tnh n 26 thng 4 nm 2010, Cng ty c 106 bng sng ch pht hnh
Mexico v 138 bng sng ch nc ngoi, ch yu Hoa K, Argentina, Chile, Trung
Quc, Colombia, Hn Quc, Costa Rica, El Salvador, Philippines, Guatemala, n ,
Peru, Cng ha Sc, i Loan, Th Nh K, Venezuela v Lin minh chu u.
- nh gi:
+ng gi: Vi bng sng ch, cng ty c kh nng hoa gii cc e da t vic
n cp bn quyn, t cc pht minh s mang li gi tr bn vng cho cng ty.
+Him: Bng sng ch l ca ring cng ty, thuc s hu ring ca cng ty m
cc doanh nghip khc khng c c.
+Kh bt chc: i th kh bt chc cc yu t ca cng ty c ghi nhn
bng bng sng ch ch yu l do s m h v chnh ngun lc cng nh cch thc
cng ty chuyn ha bng sng ch thnh li th cnh tranh nh th no.
Danh ting:
- M t: Tnh n nm 2010, cng ty c hn 150 thng hiu ni ting, c
uy tn xut hin trn 7000 sn phm ca cng ty trn ton th gii, bao gm: Bimbo,
Marinela, Tia Rosa Lara, El Globo, Barcel, Ricolino, Oroweat, Arnold, Mrs Bairds,
Thomas', Brownberry, Pullman, Monarca, Sara Lee v nhiu thng hiu khc. Cc
thng hiu ny u rt ni ting vi khch hng trn th trng m n hot ng. Danh
ting ca cng ty cn c th hin qua uy tn khi lm vic vi cc i tc ca cng ty l

cc nh cung cp. Kh nng h tr cao, tng tc tt v s ch ng xy dng cc mi
quan h cng c li l nhng iu m cc i tc nh gi rt cao Grupo Bimbo.
- nh gi:
+ng gi: Thng hiu l ti sn ln ca cng ty gy dng trong sut 65
nm hnh thnh v pht trin. Bn cnh , ti sn thng hiu ca cng ty cn c gy
dng thng qua mua li cc thng hiu ln trn cc th trng a phng. Nhng n
lc to nn ting vang v danh ting ca cng ty trn th trng bnh ko.
Thng hiu ny gip cng ty d dng tip cn vi khch hng , t tng kh nng
khch hng la chn sn phm ca Grupo Bimbo. Vi cc nh cung cp, danh ting v
s uy tn lun l cu ni gia cng ty v i tc, iu ny m bo cho kh lm n lu
di, m bo ngun nguyn liu linh hot v cht lng, gi c n nh cho cng ty.
+Him: Trong lnh vc thc phm, ch c mt s cc cng ty mang tm vc quc
t c ti sn thng hiu vi gi tr ln nh Bimbo nh Kraft, Kelloggs, Netsle.
+Kh bt chc: Thng hiu ca cng ty trong lng khch hng ca cng ty,
c gy dng trong sut 65 nm, ghi du n trong tm tr khch hng v hnh thnh nn
lng trung thnh ca khch hng. iu ny kh c th bt chc c ngy mt ngy
hai, l do ch yu l cc doanh nghip khc cn c thi gian lu di xy dng v pht
trin thng hiu.
2. Kh nng tim tng
Kh nng tim tng ca cng ty nhm tch hp cc ngun lc ca cng ty pht
trin li th cnh tranh ca cng ty. i vi Grupo Bimbo, c ba kh nng tim tng cn
nhc n l: kh nng ci tin, kh nng thng lng trong cc thng v mua li
v kh nng qun l ca cc nh lnh o.
Kh nng ci tin sn phm
- C th lm g: Kh nng ci tin sn phm ca Bimbo l kh nng to ra
vi n lc nhm pht trin cc sn phm c cht lng cao, mang tnh i mi v c li
cho sc khe. Bimbo c gng tm s cn bng thch hp gia dinh dng v hng v
trong sn phm ca Bimbo pht trin sn phm sng to vi cc tnh nng dinh dng
c o nh h thp cholesterol, cht bo, mui v ng gii quyt cc nhu cu ca
cc phn on nhn khu hc khc nhau.
Vi 6 vin i mi v nghin cu dinh dng, 2 Mexico, 3 Hoa K v 1
Brazil cng vi cc lin minh chin lc cc trng i hc v trung tm nghin cu
pht trin cng ngh mi, cng ty hnh thnh kh nng nghin cu vt tri trong
ngnh.
Kt qu ng k t kh nng ci tin sn phm ca Bimbo bao gm:

(i) s ra mt ca cng ngh bao b phn hy sinh hc, b phn hy trong 5
nm khng ging nh polyethylene thng l 100 nm
(ii) pht trin sn phm vi ng cc nguyn ht, cung cp cho ngi tiu
dng li ch dinh dng y cc loi ng cc thng xuyn c s dng trong sn
xut bnh m (nh la m, yn mch v la mch en
(iii) nng cao gi tr dinh dng trong dng sn phm nht nh v gim mui,
cht bo v ng v loi b cc cht bo trans sn phm trong tt c cc hng mc.
- nh gi:
+ ng gi: i vi cng ty a quc gia hng u trong ngnh thc phm, kh
nng ci tin cc sn phm mi lun c cng ty ch trng. Ci tin, i mi sn phm
khng ch gip cng ty nng cao cht lng, dinh dng, hng v ca sn phm hin
ti m cn tm kim cc sn phm thay th gp phn vo mt s la chn tt hn cho
ngi tiu dng. c bit l nhng ngi mong mun mt ch n ung lnh mnh.
Vi kh nng ny, cng ty s lun p ng c nhu cu ngy cng cao v phong ph
ca khch hng, cng nh ginh c v th dn o vng chc trong ngnh. Thng qua
cc sn phm sng to ca mnh, Bimbo tip tc thc hin v cng c chin lc tp
trung vo vic a dng ha thng hiu v sn phm ca mnh trong khu vc cng ty
hot ng. Mc tiu ca Bimbo l tn dng li th ca cc xu hng v c hi trong
th trng ca n.
+ Him: Trong ngnh thc phm, kh nng ci tin sn phm khng c nhiu
cc cng ty trong ngnh, chi c cc cng ty u ngnh nh: Kraft Foods, Kellogs,
Nestle, Pepsi.
+ Kh bt chc: i th kh bt chc kh nng ci tin sn phm ca cng ty
ch yu l do s m h v chnh ngun lc cng nh cch thc cng ty chuyn ha kh
nng thnh li th cnh tranh nh th no.
+ Khng th thay th: Vi mt kh nng v hnh, kh nhn din nh th ny th
rt kh tm c mt kh nng thay th cho kh nng ci tin ca cng ty.
Kh nng thng lng trong cc thng v mua li
- C th lm g: Kh nng thng lng thnh cng v gi c, trch nhim
v quyn li ca hai bn trong cc thng v mua li ca cng ty c cc nh lnh o
cp cao ca Grupo Bimbo thc hin mt cch nhun nhuyn, tr thnh mt thi quen
ca ban lnh o. Chng minh cho iu ny l vic thc hin 46 v mua li bao gm
mua li 32 thng hiu ca 15 cng ty, 31 nh my (ch yu l cc nh my sn xut
bnh ko) trong 10 nm t 2000 n 2010.
- nh gi
+ng gi: kh nng thng lng trong cc v mua li ca Grupo Bimbo mang
li cho cng ty nhiu li ch. T kh nng thng lng mua li, cng ty ha gii

c e da t mi trng cnh tranh ton cu din ra, bt kp v lm ch xu hng
mua li v sp nhp ang din ra ngy cng nhiu trong ngnh thc phm. i theo con
ng mua li gip cho cng ty c th c c v th trong mi trng kinh doanh ngy
cng cnh tranh khc lit.
+Him: mc d mua li v sp nhp ang l xu hng hin nay cc cng ty
m rng phm vi hot ng, thm nhp vo th trng mi, lnh vc mi, tn dng
nhng ngun lc c sn nhng khng phi cng ty no cng c kh nng thng
lng thnh cng v tr thnh mt k nng nh Grupo Bimbo. Chnh v vy m kh
nng thng lng ca Grupo Bimbo trong cc thng v mua li l him.
+Kh bt chc: c th l do r rng nht v quan trng nht kh nng
thng lng trong cc v mua li ca Grupo Bimbo p ng c tiu ch kh bt
chc l do tnh phc tp x hi ca n. thc hin mt thng v mua li thnh
cng v hiu qu khng n gin ch l vn ti chnh m cn l lng tin gia hai bn,
quan h gia cc nh lnh o vi nhau v cam kt quyn li cng bng ca hai bn
c thng nht. Chnh v vy m khng kh khn nh gi kh nng thng lng
trong cc thng v mua li l kh nng tim tng ca Grupo Bimbo m cc i th
cnh tranh rt kh bt chc.
+Khng th thay th: Vi mt kh nng kh nhn din do tnh phc tp x hi
(da trn mi quan h ca con ngi nn v hnh) ca kh nng thng lng mua li,
thc s rt kh tm ra mt kh nng thay th cho kh nng ny. iu ny cng thch
thc cc i th ca Grupo Bimbo nu h mun bt chc chin lc mua li nhm to
gi tr. V vy m ta c th ni rng, nng lc thng lng trong cc thng v mua li
ca Grupo Bimbo l kh nng tim tng kh b thay th ca cng ty.
Kh nng qun l ca cc nh lnh o
- C th lm g: kh nng qun l ca cc nh lnh o Grupo Bimbo l cc
kh nng ca cc nh lnh o c th qun l hiu qu vic kinh doanh ca cng ty. C
th l vic kim sot cht ch cc cng ty, nh my, thng hiu m cng ty mua li,
qun l cc nhn vin di cp vi s lng nhn vin ng o, qun l qu trnh hot
ng ca cng ty bao gm cc hot ng trn chui gi tr: u vo, sn xut v phn
phi.
- nh gi
+ ng gi: Kh nng qun l ca cc nh lnh o c th ha gii c cc e
da do vic thay i mi trng cng nh xung t vn ha cc quc gia m cng ty
tin hnh mua li. Bn cnh , kh nng qun l cn gip cng ty khai thc tt nhng
ngun lc t cc cng ty mua li, trnh nhng tht bi v ti chnh khng ng c.


3. Nng lc ct li
Vi nhng ngun lc v kh nng tim tng ca cng ty c nh gi trn cc
tiu ch: him, ng gi, kh bt chc v kh thay th, c th nhn thy v rt ra kt
lun, nng lc ct li ca Grupo Bimbo l:
- Kh nng thng lng trong cc thng v mua li.
- Kh nng ci tin sn phm.

C. GII THCH VIC VN DNG NNG LC CT LI PHI HP VI
CC NGUN LC KH NNG V KHAI THC NGOI LC TRONG CC
CHIN LC
Xt t thi gian 2000-2010, Grupo Bimbo theo ui cc chin lc chnh bao
gm:
Tp trung vo ngnh sn xut thc phm.
Hi nhp dc.
Thm nhp th trng ton cu.
To s khc bit.
Chng ta s ln lt gii thch vic vic vn dng nng lc ct li phi hp vi
cc ngun lc kh nng v khai thc ngoi lc trong cc chin lc
I. Chin lc tp trung vo ngnh thc phm
Ngay t nhng ngy u thnh lp, Grupo Bimbo theo ui chin lc tp
trung vo ngnh bnh ko (bakery and confectionary industry). Cng ty dnh ton b
ngun lc, kh nng ca mnh u t vo ngnh cng nghip ny. Cc ngun lc ny
bao gm:
Ti chnh: Cng ty b ra mt ngun vn ln u t cho vic xy dng
c s vt cht, hot ng nghin cu, pht trin cng ngh sn xut nhm tung ra cc sn
phm bnh ko mi c cht lng cao vi nhiu hng v p ng nhu cu ca khch
hng.
Mng li phn phi: h thng phn phi ca Grupo Bimbo khng ngng
c m rng nhm gia tng s hin din ca cc cc sn phm nhm a sn phm
thc phm n gn khch hng hn
C s vt cht: chin lc mua li ca Grupo Bimbo cng nh xy dng
mi h thng CSVC phn no p ng nhu cu sn xut cc sn phm ct li
ca cng ty.
Kh nng ci tin: vi kh nng ny, cng ty khng ch p ng nhu cu
ca khch hng m cn d dng cnh tranh thnh cng vi cc i th.
Tm li, nh tp trung v vn dng cc ngun lc ti chnh, mng li phn phi,
c s vt cht v kh nng ci tin, chin lc tp trung vo mt ngnh thc phm

gip cng ty cnh tranh thng li trn lnh vc bnh ko. Cng chnh cc ngun lc,
kh nng ny, cng ty thit lp mt li th cnh tranh bn vng mang li li nhun
cao cho cng ty, iu ny cng rt quan trng trong ngnh tng trng nhanh nh
ngnh thc phm.
II. Chin lc hi nhp dc
Trong thc hin chin lc hi nhp dc, cng ty vn dng tim lc ti chnh
mnh m cng nh kh nng qun l h thng mt cch hiu qu.
III. Chin lc thm nhp th trng ton cu
thm nhp th trng ton cu, cng ty tn dng kh nng ti chnh mnh
m thc hin cc thng v mua li. Tuy nhin, vi mt h thng cc thng hiu
phc tp, chin lc thm nhp th trng s khng th thnh cng nu thiu kh nng
qun l cc thng v mua li vt qua nhng hn ch v a l v vn ha. c
bit, trong chin lc ny th kh nng thng lng trong cc thng v mua li mi
c xem l quan trng nht. Vi kinh nghim thng lng lu nm ca cc nh qun
tr cp cao, Grupo Bimbo thng lng thnh cng cc thng v mua li ln trn
khp th gii vi nhng thng hiu, nh my ln nh Sara Lee, Weston Foods Inc
nng tng s thng hiu s hu hin ti l 153 thng hiu.
IV. Chin lc to s khc bit
to c s khc bit trong sn phm hay to ra nhng nt c o v mt vi
c im no , kh nng ci tin sn phm mnh m lun l kh nng quan trng nht
v c s dng nhiu nht. Chin lc to s khc bit cc n v kinh doanh ca
Grupo Bimbo thnh cng phn chnh nh kh nng ci tin khng ngng ngh ca
cng ty.

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