Trng HSP K thut Hng Yn

Khoa KTMay & Thi trang

BI TP LN
BN L SN PHM

NHN XT CA GIO VIN

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Ch k gio vin

Gio vin hng dn : Bi Vit H

Nhm sinh vin thc hin : Nhm 2

Trng HSP K thut Hng Yn

Khoa KTMay & Thi trang

BI TP LN
BN L SN PHM

MC LC
LI M U........................................................................................................
NI DUNG
Phn 1.Nghin cu th trng mc tiu.............................................................
1.1. c im dn c..............................................................................................
1.2 .V tr ca hng.................................................................................................
1.3 i th cnh tranh ...........................................................................................
Phn 2. Tm ngun sn phm
2.1.Nh cung cp
2.2.Sn phm v gi
Phn 3. Thc thi v cch trng by gian hng..................................................
3.1.Tn ca hng....................................................................................................
3.2 C s h tng ca ca hng..............................................................................
3.3 Tng quan v gian hng...................................................................................
Phn 4. Qun l v bn hng...............................................................................
4.1 Kim sot gian hng.........................................................................................
4.2 Phng thc bn hng......................................................................................
LI KT

Gio vin hng dn : Bi Vit H

Nhm sinh vin thc hin : Nhm 2

LI M U
Cng vi x hi pht trin, nn sn xut cng nghip ngy cng c m
rng vi qui m ln, khoa hc k thut - cng ngh c ng dng ph bin
trong sn xut hng ha.Chnh v vy, hng ha trn th trng phong ph, a
dng v kiu dng, mu m cng nh cht lng dn n s cnh tranh gia cc
doanh nghip tr nn khc nghit hn. Chu k sng ca mt sn phm di hay
ngn khng ch ph thuc vo cht lng, c tnh ca sn phm. M n cn
c nh gi da vo vo thi , s chp nhn ca th trng v sn phm .
V vy, mt doanh nghip thnh cng phi cung ng nhng sn phm t cht
lng, ng ni, ng gi, ng thi im, c mng phn phi ph hp.V cc
nh bn l l mt yu t quan trng trong knh phn phi ny.
Bn hng ngy nay khng ch n thun l a sn phm ti tay ngi tiu
dng. Bn hng l mt ngh thut m khng t cc nh kinh doanh b ra nhiu
cng sc u t .Bi bn hng l mt trong nhng nhn t quyt nh thng li
cho mt doanh nghip.
Bn l sn phm may l mn hc cung cp nhng kin thc c bn v
cch thc a sn phm thi trang ti tay ngi tiu dng, t khu nghin cu
th trng cho ti cch thc trng by v bn sn phm.
" Xy dng tng thit lp gian hng thi trang th thao " l ti gip
cho sinh vin hiu r hn v mn hc .
Sau mt thi gian nghin cu, tm hiu th trng, phn tch, thit k
chng ti c nhng tng to dng mt gian hng th thao c o,
mi l v hp dn.

PHN I: NGHIN CU TH TRNG

1.1.Xc nh th trng mc tiu.
X hi pht trin,cuc sng vt cht ca con ngi c nng cao.
cng chnh l lc con ngi thc c gi tr bn thn, h quan tm nhiu hn
n sc kho ca mnh. Mc d nhiu loi phng tin my mc ra i
gip v bo v con ngi c bit l phng tin trong ngnh y hc, nhng vn
c nhng cn bnh gy hi cho sc kho con ngi. Mt trong nhng bin php
hu hiu nht con ngi c sc kho tt l luyn tp th dc th thao. y l
mt bin php n gin, d thc hin m li em li kt qu cao. Tp th dc th
thao gp con ngi tr ln kho mnh, cn i, cng trng, chng c nhiu
bnh tt. Chnh v th cc phong tro th dc th thao ngy cng c con ngi
quan tm. Mt trong nhng yu t gp phn quan trng em li hiu qu cao
nht l cc trang phc th thao. V trang phc th thao thun tin, thoi mi khi
s dng v c dng cho mi la tui, gii tnh. M nhu cu i hi ca cc
nhm i tng khch hng, c bit l nhng ngi c iu kin kinh t cao
ngy cng ln. Cho nn chng ti quyt nh la chn a im t ca hng ti:
44A- NG NGUYN VN C- GIA LM- H NI.
1.2. c im th trng mc tiu.
1.2.1. S dn.
Gia lm l mt huyn tp trung mt lng dn c kh ng vi din tch l
4583 (ha) v dn s 418000 ngi. Dn c trong khu vc nay ch yu lm dch
v hoc kinh doanh, nng nghip khng phi l ngh chnh ca h. iu cho
thy mc sng ca h cng tng i cao. Ngnh ngh chnh ch yu l dch v
v nn i cng nghip pht trin. Khu vc ny rt gn vi khu kinh t trng
im ca th H NI. Mc thu nhp ca dn c vng ny thuc loi cao

nht th v s lng v s ng u. Do kh nng ti chnh cho tiu dng

khu vc ny rt ln .
Qua vic i kho st thc t, vi i tng khch hng chng ti thy rng
khu vc ny c phong tro th thao pht trin kh mnh v y
l ni tp trung ca rt nhiu cc cng ty ln v nhng nghnh trng
im ca huyn. V vy nn chng ti quyt nh t mt ca
hng th thao ti khu vc ny.
Sau mt thi gian tm hiu chng ti thu c mt ca
hng. y l ca hng c v tr v khng gian kh p rt ph
hp vi vic by bn cc sn phm th thao ca chng ti. Ca
hng nm ngay cnh mt ng 3 khng nhng th m n cn
nm i din vi ch v l tm im ca ba trc ng. Ca
hng th thao t ti y chc chn s tiu th c mt lng
sn phm kh ln n gip gii quyt nhu cu v trang phc cn
ang thiu thn by lu nay,hay ni ng hn n s y
mnh phong tro chi th thao, mc th thao.
Th trng m chng ti hng n ch yu l cc khch
hng sng ti gia lm v vng ln cn trong vng bn knh 6
Km. V y l khu vc c kh nng tiu th sn phm th
thao nhiu nht trong huyn.
1.2.2. La tui, gii tnh.
- Nhm khch hng:
- tui t 15 - 30 tui
- tui t 30 - 50 tui(nhm khch hng trng tm)
- tui t 50 - 70 tui.
- Gii tnh: nam v n.
- Trong nhm khch hng ny cc mn th thao thng gp l: tennis,
bng , i b, cu lng

1.2.3. Thu nhp bnh qun u ngi

Vi vic la chn khch hng mc tiu l nhng ngi c iu kin kinh
t kh cao. Qua vic kho st v thu nhp bnh qun ca i b phn khch hng
chng ti c c mc thu nhp bnh qun trn thng ca nhm khch hng
l: 3000.000/ thng
1.2.4. S thch v thi quen mua sm.
X hi pht trin cuc sng vt cht ca con ngi c nng cao cng
l lc con ngi thc c gi tr bn thn. H quan tm nhiu hn n sc
khe ca mnh.
Mt trong nhng bin php hu hiu nht con ngi c sc khe tt l
ngoi vic hon thin v tri thc th rn luyn v th lc cng l mt iu m bt
k mt ai cng hng ti. Vi mc thu nhp cao nh vng ny th nhu cu vui
chi gii tr c sc khe tt c quan tm c bit.
Th thao gip con ngi tr ln khe mnh, cn i, cng trng, chng li
nhiu bnh tt. hot ng ny em li kt qu tt nht th nhu cu c nhng
trang phc ph hp cho luyn tp l mt mong mun ca ng o s dn c
y.
c c nhng thng tin chnh xc v th trng dang nghin cu,
chng ti a ra phiu thm d th trng nh sau:

PHIU THM D TH TRNG

H tn:.
a ch:.
1. Bn c quan tm n sc kho ca mnh khng?
C
Khng
2. Theo bn tp th dc th thao c phi l phng php tt nng cao
sc kho khng?
C
Khng
3. Bn c thng xuyn luyn tp th dc th thao khng?
Thng xuyn
Khng bao gi
4. Bn s dng trang phc g khi luyn tp th dc th thao?V sao?
Trang phc hng ngy
Trang phc th thao.

.
5. Bn thch s dng sn phm nhn hiu th thao no?
Nike
Adidas
Reebok
Cc nhn hiu trong nc
6. Mc gi no sau y ph hp vi vi mc thu nhp ca bn:
T 100.000 500.000
T 500.000 1.000.000
Trn 1.000.000
7. Bn mong mun v mt ca hng bn l trang phc th thao nh th
no?

1.3. i th cnh tranh

Trong nn kinh t th trng hin nay, s cnh tranh khng ch din ra gia
cc nh sn xut m cn din ra tng i khc lit gia cc nh bn l. Ti H
Ni cng nh cc trung tm kinh t ln c rt nhiu cc nh bn l, cc siu th
ln: Vincom, Trng Tin Plaza, Big C...M sn phm ca h c th c nhp
trc tip t cc nh sn xut. V vy, mc cnh tranh ca hng vi cc nh
bn l khc l tng i ln, nht l v mt gi c v chng loi sn phm. Nh
vy, s cnh tranh s nh hng ti doanh thu, li nhun ca ca hng.

PHN II . TM NGUN SN PHM

2.1. Nh cung cp
Vi tng xy dng ca hng chuyn cung cp nhng b th thao
phc v nhu cu hot ng gii tr a dng, chng ti quyt nh la chn nhng
ngun hng do cc cng ty ni ting sn xut nh: nike, reebok, lining, adidas
Bi y l nh cung cp v hng th thao ni ting trn th gii c
nhiu ngi a chung. Khch hng bit n sn phm ca thng hiu ny v
n c mt hu ht cc quc gia. Cc hng ny lun tm kim v a ra nhng
sn phm th thao cao cp hp thi trang, lm hi lng ngay c nhng khch
hng kh tnh nht.

Sn phm ca cc nh cung cp ny rt phong ph, a dng v chng loi,

mu mc kh nng cung ng c cu ca th trng. Cc sn phm ny
lun em li cm gic thoi mi, t tin khi vn ng.
2.2. Sn phm v gi

Qun chy b
nam Reebok

B th thao Bc
M

o khoc th
thao Nike

120.000

500.000

577.000

M :
AAMP7022

M : 238420102

o tennis nam
Nike

o tennis nam
Nike

Qun tennis nam

Nike

485.000

469.000

105.000

M :
238420102

M : 231833100

M : 233588452

o tennis nam
Nike

o tennis nam
Nike

o bng nam
Nike

597.000

387.000

899.000

M : 233581100

M : 233584-100

o tennis Lining

o tennis Lining

o tennis Lining

320.000

330.000

370.000

M : 1TSB_219

M : 1TSB_115_1

M :
1TSB121_1_H107

o tennis Lining

o tennis Lining

o tennis Lining

280.000

310.000

280.000

M :
1DY201_1_H107

M :
1TSB119_3_H107

M :
1TBS293_4_H107

Vy tennis
Linning

Vy tennis Lining

220.000

320.000

M :
1SKB206_1_H107

M :
1SKD202_1_H107

Vy tennis Lining
220.000
M :
1SKB206_1_H107

Giy th thao Nike

Giy th thao Nike

Giy th thao Nike

1.495.000

1.495.000

1.150.000

M : 315454631

M : 304713171

Giy th thao
Nike

Giy th thao
Nike

Giy th thao Nike

1.000.000

1.100.000

1.211.000

M : 316722001

M :
316722101

M : 316537141

Giy th thao n
Lining

Giy th thao
n Lining

Giy tennis nam Lining

460.000

480.000

920.000

M : LWB 398-1

M : TWB 7441

M : TMB 677-2

Giy tennis nam

Lining

Giy tennis n
Lining

Giy tennis nam Reebok

920.000

720.000

1.280.000

M : TMB 877-4

M : TWB 3583

M i b Nike
M li trai
Nike
413.000

215.000

M li trai
Nn Sn
350.000

M :
243994010

M :
237779655

M li trai
Nn Sn
350.000

M li trai
Nn Sn
400.000

M li trai
Nn Sn
350.000

PHN III: THC THI V TRNG BY GIAN HNG

3.1.Tn ca hng
Ngoi cch by tr gian hng, s a dng ca hng ha bn v s nhit
thnh ca nhn vin bn hng th tn ca ca hng cng ng gp khng nh
trong s thnh cng ca ca hng. Tn ca ca hng phi phn nh c s khc
bit ca ca hng.
c trng ca hng l kinh doanh cc mt hng qun o th thao v cc
ph trang: giy, m. Ca hng s mang tn V- Sports.
3.2.C s h tng ca hng
c mt ca hng theo tng nu ra, chng ti cn chun b cc
trang thit b sau:
BNG CHI PH C S H TNG
Stt

Tn sn phm

n gi

Tng gi tr

lng
2chic
1 b

(VND)
1.000.000
8.000.000

(VND)
2.000.000
8.000.000

2 con

1.500.000

3.000.000

+Ph trang
10con
Gi trn t qun o (2 1chic

300.000
1.500.000

3.000.000
1.500.000

tng)
Gi giy(c nh vo 2chic

1.500.000

3.000.000

6
7
8

tng)
Gi m
Mc treo qun ao
Gi t qun o

1chic
2.000.000
100chic 3.000

2.000.000
300.000

+ Gi 1: 0.5m*2m

1chic

1.000.000

1.000.000

+ Gi 2: 0.5m*1.5m

2chic

800.000

1.600.000

+ Gi 3(4 tng)

2chic

200.000

400.000

9
10
11
12
13
14

Phng th
Bn thanh ton
T ng
iu ho
Gng: 0.5m*2m
H thng chiu sng +

2 phng
1 chic
1 chic
1chic
4chic

1.250.000
1.500.000
2.000.000
7.000.000
300.000

2.500.000
1.500.000
2.000.000
7.000.000
1.200.000
8.000.000

15
16

trang tr
Gi treo qun o
Thu mt bng

2 chic

300.000
600.000
6.000.000/thng 72.000.000/nm
120.600.000

1
2
3

Camera
Mn hnh + Video
Manocanh
+Trang phc

Tng

3.3. Tng quan v gian hng

3.3.1. S v tr gian hng

3.3.2.Mt tin ca hng Hey - Sports

3.3.3.Mt ct ca hng Hey - Sports

a Nh kho
b Phng th
c Gi giy( knh)
d Quy thu ngn

f T ng
g Gi t qun o( 2 tng)
h Gi m ( knh)
e T knh

k- Gi 4 tng
i Gi treo
d Quy thu ngn
j Gi trn 2 tng

PHN IV: QUN L V BN HNG

4.1. Kim sot gian hng
Trn thc t hot ng bn hng c hiu qu hay khng ph thuc vo rt
nhiu yu t.Ngoi vic s dng cc phng tin xc tin bn hng th vic kim
sot gian hng cng rt quan trng ,n nh hng trc tip ti hot ng kinh
doanh ca ca hng .Do vy cn phi s dng cc phng tin h tr hin i
sao cho vic kim sot gian hng d dng v em li hiu qu cao nht.
Cn c vo quy m ca gian hng chng ti la chn cc phng tin
kim sot sau:
- Camera c lp t ti gc ca gian hng vic kim sot hot ng
ca gian hng thun tin v d dng hn.
- Mt mn hnh c lp t cui gian hng trn tng tnh t ca vo
ly hnh nh t 2 camera. Nh vy khch hng khng chu s gim st trc tip
ca nhn vin bn hng to cho khch hng cm gic thoi mi khi la chn sn
phm.
Ngoi cc phng tin nu trn cn c s kt hp quan st ca cc nhn
vin bn hng.
4.2.Phng thc bn hng.
Vi phng chm:Bn s hi lng cho khch hng i ng nhn vin
ca chng ti c o to chuyn mn bn hng v c thi gian, kinh nghim
bn hng. Tu thuc vo mc tiu v ni dung hot ng ca ca hng, chng ti
la chn phng thc bn hng trc tip.
Phng chm: Khch hng l thng ; vui lng khch n va lng
khch i.Chng ti s c gng khng ch xy dng mi trng vn ho ring
ca gian hng m cn bin nhng gi tr vn ho thnh li nhun a vo
trong nhn thc v nh mt phn gi tr ca mi nhn vin bn hng. Cc gi tr
vn ho l nhng li n, ting ni, nt mt, c ch, hnh ngkhi tip xc

vi khch hng sao cho khch hng cm thy thc s hi lng khi ra khi gian
hng.
i vi ca hng mi thnh lp, tip cn c vi ngi tiu dng
chng ti s dng mt s bin php xc tin thng mi qung b, gii
thiu ca hng nh sau:
-Pht t ri vi ni dung qung co gii thiu dng sn phm, a im
ca hng v cc dch v khuyn mi, khuyn mi ngi tiu dng nh: ti ng
sn phm, qu tng, phiu thng (giy chng nhn cho ngi khch c gim
mt khon tin nht nh khi mua mt sn phm no ca ca hng)
- Khch hng khi mua sn phm trong vng mt thng u s c gim
gi 5% gi tr ca sn phm.
- i vi khch hng quen thuc hoc mua vi s lng ln s c tng
mt mn qu c ngha.
Ngoi ra chng ti cn lun ch trng n v p v phong cch ca ca
hng nhm lu li n tng p mt v c o i vi khch hng nh: cch
bi tr gian hng, tranh nh trang tr, trang phc v phong cch ca nhn vin bn
hng
n vi ca hng chng ti khch hng s n tng ngay t khi bc chn
vo ca hng. l v bn ngoi hp dn, i ng nhn vin phc v nhit tnh,
tr trung v thn thin c trang b nhng kin thc c bn v sn phm sn
sng t vn cho khch hng. D bn c mua hng hay khng th chng ti lun
cm n bn v bn bt cht thi gian n vi ca hng chng ti.

4.3.Doanh thu d tnh

BNG CHI PH MUA SN PHM U VO

Stt
1
2
3
4

5
6
7
8
9
10
11

Tn mt hng
o T- shirt nam
o T- shirt n
o Polo shirt nam
o Polo shirt n
o ba l nam
o ba l n
Qun di nam
Qun di n
Qun ng nam
Qun ng n
Qun sooc nam
Qun sooc n
Giy nam
Giy n
M nam
M n
Tt nam
Tt n
B di nam
B di n
Vy
Tng

S lng
50
50
70
70
50
50
50
50
30
30
30
30
30
30
50
50
200
150
50
50
30

Thnh

gi(VND)
396.00
280.000
309.600
264.000
141.600
127.600
330.400
303.800
255.200
238.400
236.000
176.000
760.000
440.000
280.000
79.200
24.000
16.000
760.000
640.000
140.000

tin(VND)
19.800.000
14.000.000
21.672.000
18.480.000
7.080.000
6.360.000
16.520.000
15.190.000
7.656.000
1.752.000
7.080.000
5.280.000
22.800.000
13.200.000
14.000.000
3.960.000
4.800.000
2.400.000
38.000.000
32.000.000
4.200.000
276.230.000

BNG CHI PH CHO CC MT HNG BN RA TRONG THNG U

Stt

Tn mt hng

S lng

o T- shirt nam
o T- shirt n
o Polo shirt nam
o Polo shirt n
o ba l nam

30
25
40
37
25

2
3

Tng

gi(VND)
396.00
280.000
309.600
264.000
141.600

thu(VND)
11.880.000
7.000.000
1.238.400
9.768.000
3.540.000

5
6
7
8
9
10
11

o ba l n
Qun di nam
Qun di n
Qun ng nam
Qun ng n
Qun sooc nam
Qun sooc n
Giy nam
Giy n
M nam
M n
Tt nam
Tt n
B di nam
B di n
Vy

25
30
30
18
15
16
12
15
16
20
28
130
110
10
8
8

127.600
330.400
303.800
255.200
238.400
236.000
176.000
760.000
440.000
280.000
79.200
24.000
16.000
760.000
640.000
140.000

Tng

3.190.000
9.912.000
9.114.000
4.593.600
3.576.000
3.776.000
2.112.200
11.400.000
7.040.000
5.600.000
2.217.600
3.120.000
1.760.000
7.600.000
5.120.000
1.120.000
114.677.000

BNG DOANH THU THNG U

Stt

Tn mt hng

S lng

o T- shirt nam
o T- shirt n
o Polo shirt nam
o Polo shirt n
o ba l nam
o ba l n
Qun di nam
Qun di n
Qun ng nam
Qun ng n
Qun sooc nam
Qun sooc n
Giy nam
Giy n

30
25
40
37
25
25
30
30
18
15
16
12
15
16

2
3
4

5
6
7

Tng

gi(VND)
495.000
350.000
387.000
330.000
177.000
159.000
413.000
380.000
319.000
298.000
295.000
220.000
950.000
550.000

thu(VND)
14.850.000
8.750.000
15.480.000
12.210.000
4.425.000
3.975.000
12.390.000
11.400.000
5.742.000
4.470.000
4.720.000
2.640.000
14.250.000
8.800.000

8
9
10
11

M nam
M n
Tt nam
Tt n
B di nam
B di n
Vy

20
28
130
110
10
8
8

350.000
99.000
30.000
20.000
950.000
800.000
175.000

Tng

7.000.000
2.772.000
3.900.000
2.200.000
9.500.000
6.400.000
1.400.000
157.274.000

BNG CHI PH CHO THNG U

STT

Cc loi chi ph

Ghi ch

Chi ph c nh
Chi ph mua hng
S lng sn
1.

Chi ph thu ca hng

Tr lng nhn vin thanh ton
Tr lng nhn vin bn hng
Chi ph bin i
Tin in nc
Tin in thoi
Thu kinh doanh
Tin dnh cho cc dch v hu mi
Vn chuyn
Hao mn c s h tng

phm c bn
1 thng
1 ngi
2 ngi
1 thng
1 thng
1 thng
2% / doanh thu
1 thng
1% / tng xy
dng

Tng
*Li nhun d kin trong thng u :
Li nhun = Tng doanh thu - Tng chi ph
= 157.274.000 135.959.080
= 21.314.920 VN

Tng(VND)
114.677.600
6.000.000
1.800.000
3.000.000
750.000
300.000
5.300.000
3.145.480
500.000
486.000
135.959.080

LI KT
Sau mt thi gian nghin cu,tm hiu th trng,nhm 2 c
tng xy dng mt gian hng bn l nh trn.Vi s tham gia ca cc
thnh vin nhm cng s hng dn nhit tnh ca c Bi Th Vit H,
chng em hon thnh bi tp.Do thi gian, kinh nghim cng nh
kin thc cn hn ch nn bi tp khng th trnh khi nhng thiu
st. V th, rt mong c s ng gp kin ca c gio v cc bn
gian hng th thao ca nhm hot ng ngy cng tt hn.
Xin chn thnh cm n!
Sinh vin thc hin: Nhm 2

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