MASTER OF BUSINESS ADMINISTRATION

(Bilingual)
September Intake, 2009
Chng trnh Thc s Qun tr Kinh doanh
(H song ng)
Nhp hc: 09/2009

Subject code (M mn hc):

Subject name (Tn mn hc):
Student Name (H tn hc vin):

MGT 510
QUN TR CHIN LC
NGUYN HONG V

TP.H CH MINH - 2010

 ti

PHN TCH, NH GI V KIN

NGH CHIN LC TNG CNG TY
VNG BC QU SI GN (SJC)
N NM 2015

Thc hin: Nguyn Hong V

Gio vin hng dn: PGS. TS. o Duy Hun

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

MC LC

Mc lc ..........................................................................................trang 1
Li cm n.....................................................................................trang 2
Danh mc Bng biu, S ........................................................trang 3
Tm tt ..........................................................................................trang 4
Chng 1: Gii Thiu ..................................................................trang 5
Chng 2: Tng quan l thuyt ..................................................trang 7
Chng 3: Phng php nghin cu..........................................trang 12
Chng 4: Phn tch, nh gi chin lc hin c ca SJC.....trang 14
Chng 5: nh gi chin lc kinh doanh hin ti ca SJC .trang 21
Chng 6: xut hon thin chin lc 2010 - 2015 .............trang 29
Chng 7: Kt lun ......................................................................trang 34
Ph lc ...........................................................................................trang 35
Ti liu tham kho........................................................................trang 44

Trang 1

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Li cm n
Xin chn thnh cm n cc thy c ca Trng H HELP Malaysia,
tn tm ging dy cc mn hc ca kha 3 MBA.
Xin chn thnh cm n cc thy c hng dn tn tnh ging dy thm
cc ng dng, cc kin thc thc t ca cc mn hc.
Xin chn thnh cm n cc thy c, b phn gio v ca Vin nghin cu
ti chnh to mi iu kin thun li, gp phn thnh cng cho kha hc.
Xin chn thnh cm n cc anh ch cng kha nhit tnh h tr mt
phn ti liu v kin thc hon thnh bi nghin cu ny.
Xin chn thnh cm n s gip ca Ban Gim c Tng Cng ty Vng
Bc Qu Si Gn (SJC), s cng tc nhit tnh ca cc phng ban nghip v lin
quan gip ti hon thnh ti.
c bit, xin dnh li cm n su sc nht n PGS. TS. o Duy Hun,
ngi thy tn tm hng dn, truyn t rt nhiu kin thc, li khuyn b ch,
thit thc gip ti hon thnh n ny.
Trn trng.

Thc hin: Nguyn Hong V

Trang 2

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

DANH MC CC BNG BIU V S

STT
1
2
3
4
5
6
7
8
9
10
11

Tn
S m hnh Delta
Bn chin lc
S 5 lc lng cnh tranh ca M. Porter
Bng tm tt kt qu kinh doanh ca SJC trong 20 nm qua
Bng tnh hnh tiu th vng VN v th phn chim lnh ca SJC
Biu ct th phn cng ty SJC qua cc nm
S t chc
Bng phn tch ma trn SWOT
Ma trn cc yu t bn ngoi ca Cng ty SJC
Ma trn cc yu t bn trong ca Cng ty SJC
Bng so snh SJC vi cc i th cnh tranh

Trang
7
8
10
15
17
17
18
18
23
25
27

Trang 3

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Tm tt
n ny nhm mc ch phn tch, nh gi chin lc Tng Cng Ty Vng Bc
Qu Si Gn (SJC) n nm 2015. Bng cch h thng ha mt s c s l thuyt cn
thit cho ti nh: M hnh Delta, Bn chin lc, M hnh 5 lc lng cnh tranh
ca M. Porter, Ma trn SWOT, Ma trn cc yu t bn trong, bn ngoi...Trn c s ,
n phn tch tnh hnh hot ng kinh doanh v qu trnh thc thi chin lc ti Cng
ty SJC. Qua nh gi nhng thnh tu t c cng nh cc mt hn ch m chin
lc mang li cho cng ty trong thi gian qua. ng thi, a ra mt s xut, kin
ngh i vi Cng ty nhm hon thin chin lc, gp phn gip cng ty t c nhng
mc tiu, s mnh ra n nm 2015...

Trang 4

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 1: GII THIU

1. Mc ch v i tng nghin cu:
Vit Nam ang chuyn sang c ch th trng theo nh hng x hi ch ngha c
s qun l ca nh nc, trong iu kin hi nhp kinh t khu vc v th gii. Trc mi
trng kinh doanh lun bin i, cnh tranh ngy cng gay gt nh hin nay, mi doanh
nghip cn tm cho mnh mt hng i ng n theo kp tro lu mi, khng
ngng nng cao c v th ca doanh nghip trn thng trng.
Trong nhng nm gn y, ngnh kinh doanh vng tr thnh mt lnh vc kinh
doanh hp dn, y bin ng v nh hng ln n nn kinh t trong nc v ang ngy
cng c nh nc quan tm. Cng vi s tng trng ca nn kinh t t nc, Tng
cng ty vng bc qu Si Gn (SJC) gt hi c khng t thnh cng, lun gi
vng v th dn u, gp phn a ngnh sn xut, kinh doanh vng ca Tp.HCM ni
ring v ca c nc ni chung ln mt tm cao mi.Tuy nhin, trong bi cnh Vit
Nam va mi gia nhp T chc Thng mi th gii (WTO), mi trng kinh doanh
chc chn s c nhiu thay i, nu ch da vo cc u th v kinh nghim kinh doanh
trc y th SJC s khng th ng vng v tip tc pht trin.
Vi mong mun gp phn tm ra hng i nhm gi vng c v th l mt
doanh nghip sn xut, kinh doanh vng hng u ca Vit Nam, ng thi, nhm vn
dng nhng kin thc c hc chng trnh cao hc, ti chn ti nghin cu
PHN TCH, NH GI V KIN NGH CHIN LC TNG CNG TY
VNG BC QU SI GN (SJC) N NM 2015 cho lun vn tt nghip ca
mnh
2. Mc tiu v phm vi nghin cu:
2.1 Mc tiu nghin cu:
Vi chin lc kinh doanh hin ti ca cng ty SJC ti s phn tch, nh gi
chin lc xem c ph hp vi cng ty hay khng, xem xt nhng mt t c,
nhng hn ch trong chin lc ca cng ty da trn m hnh Delta, bn chin lc,
ma trn Swot, m hnh cnh tranh ca Michale Porter v.vQua , ti xut gii
Trang 5

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

php hon thin chin lc kinh doanh ca cng ty nhm t c mc tiu m cng
ty ra n nm 2015
2.2 Phm vi nghin cu:
Khng gian nghin cu: Nghin cu ny c thc hin khng gii hn v khng
gian, phm vi nghin cu trn ton quc v cc nc c ngnh sn xut, kinh doanh vng
pht trin mnh trong khu vc nh Thi Lan, Trung Quc
Thi gian nghin cu: ti tp trung nghin cu tnh hnh sn xut kinh doanh
ca Cng ty SJC giai on 2006 2010.
3. D kin kt qu:
- ti lm r c c s l thuyt v m hnh Delta, bn chin lc, ma trn
SWOT, ma trn cnh tranh ca Michale Porter
- Xc nh c mt t c v hn ch trong chin lc hin ti ca cng ty
- Xc nh r mc tiu ca cng ty n nm 2015
- Xy dng c s mnh v tm nhn ca cng ty n nm 2015
- xut c gii php nhm hon thin chin lc ca cng ty n nm 2015
4. B cc n:
Ni dung ca lun vn bao gm c 7 chng:
Chng 1: Gii thiu
Chng 2: Tng quan l thuyt
Chng 3: Phng php nghin cu
Chng 4: Phn tch, nh gi chin lc hin c ca cng ty SJC
Chng 5: nh gi chin lc kinh doanh ca cng ty SJC
Chng 6: xut hon thin chin lc cng ty SJC giai on 2010 - 2015
Chng 7: Kt lun

Trang 6

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 2: TNG QUAN L THUYT

Xuyn sut n, c s l thuyt v M hnh Delta, Bn chin lc v 5 lc
lng cnh tranh Michael Poter s l nn tng i chiu, kim tra, phn tch nh gi
hot ng ca cng ty SJC cng vi cc yu t nh hng, t a ra cc kin ngh cho
chin lc kinh doanh n nm 2015.
2.1. C s l thuyt ca m hnh Delta (DPM)
M hnh l thuyt ny a ra tam gic vi 3 yu t: Khch hng tan din Sn phm tt nht v H thng cu trc
Ph lc I : S m hnh Delta
2.1.1 Sn phm tt nht:
-

Chin lc khc bit ha sn phm: Kt hp cc c tnh khc bit khin ngi

mua thch sn phm hoc dch v ca cng ty hn cc nhn hng ca i th; Tm cch
khc bit ha sn phm c th to ra gi tr cho ngi mua m khng b i th sao
chp d dng, khng tn km; Khng tiu vo vic khc bit ha sn phm nhiu hn
mc gi c th tnh cho khch hng.
- Qui m: tu theo chin lc, ta a ra cc loi sn phm khc nhau theo tng
cht lng ph hp vi chin lc p dng, bn cnh nghin cu xc nh th phn.
- Lin kt: Vi chin lc khch hng a ra, cn xc nh sn phm no v
cung cp sn phm u tin a ra th trng vi nhng thit k vt tri th im,
thm d phn ng ca khch hng i vi sn phm, t tip thu kin, rt kinh
nghim tm gii php khc phc sao cho ph hp vi yu cu ca khch hng mc tiu
2.1.2 Gii php khch hng:
- Phm vi: Tu theo sn phm v c chia thnh nhiu nhm, phn loi ra khch
hng no s dng loi sn phm no v kh nng hin ti ca doanh nghip c p ng
c nhu cu hay khng. Nu khng th lin doanh pht trin vi cc i tc hoc s
dng ngun lc ngoi p ng nhu cu ca khch hng.

Trang 7

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

- Qui m: tin hnh phn tch khch hng, a ra c cu, t l khch hng s dng
cc loi sn phm ln k hoch danh mc sn phm v chin lc khch hng, xc
nh khch hng mc tiu.
-

Lin kt: Trong chin lc khch hng cn to s lin kt, lin tc ngy cng

pht trin: Trong qu trnh thc hin, chng ta cn theo di, nh gi v rt ra bi hc

kinh nghim t cung ng, to ra sn phm dch v ph hp vi tng i tng. C
th lin kt qua cc bc:
o Thng xuyn quan h vi khch hng
o Tm cch gi cht khch hng
o Cung ng sn phm, dch v theo nhu cu khch hng
2.1.3 H thng cu trc:
p ng cc chin lc nu trn i hi phi c chin lc ni b ca h thng
p ng yu cu t ra. Vi thc trng hin nay c p ng c hay khng, hay phi
u t b sung cng ngh, my mc, con ngi, cc ngun lc khc, cc cng ty h tr
vi th loi v s lng ra sao, kin trc nh th no a ra sn phm, dch v theo
yu cu khch hng.
2.2 M hnh bn chin lc (Robert S Kaplan v David P Norton)
Bn chin lc m t phng thc mt t chc to ra cc gi tr kt ni mc
tiu chin lc vi nhau trong mi quan h nhn - qu r rng.
Nhn dng v phn tch cc i th cnh tranh gip cc nh chin lc c th
hoch nh c nhng chin lc cnh tranh hiu qu nht. S dng cng c bn
nhm chin lc l mt trong nhng cch hiu qu xc nh v th chin lc hin ti
ca cng ty so vi cc i th cnh tranh.
Ph lc 2: Bn chin lc
2.2.1 Nguyn tc ch yu ca Bn chin lc
- Chin lc cn bng cc ngun mu thun
- Chin lc hng n khch hng vi cc gi tr khc nhau
- Cc gi tr c to ra nh ni lc ca doanh nghip
- Chin lc bao gm cc ti b sung nhau v ng thi
Trang 8

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

- S lin kt chin lc xc nh gi tr ca nhng ti sn v hnh

2.2.2 M t Bn chin lc
- Tt c mi thng tin s c tng hp gip qu trnh trao i d dng hn.
- Bn hng: Ti chnh, Khch hng, Ni b, Bi hc v pht trin
- Bn yu t cui cng ca S ci tin chin lc c h tr bi Gi c, s sn
c, s chn lc, cng nng, dch v, i tc v nhn hiu.
- Nhn t pha ni b cng ty, qu trnh iu hnh v qun l quan h khch hng
s gp phn iu chnh, ci tin hnh nh v sn phm v dch v
- gii quyt tt cc ni dung trn th iu hnh nhn s, qun l thng tin v
vn ha cng ty, lnh o, s lin kt v lm vic nhm c ngha quyt nh.
Ngun: ti liu ca HELP
2.2.3 L do dng bn chin lc
- V s hnh thnh gi tr c ng,
- Qun l quan h khch hng,
- iu hnh, qun l cht lng,
- Ci tin, nhn s, khoa hc cng ngh, c cu t chc trn mt Bn chin
lc s c hnh dung c th hn v gip vic thc thi chin lc d dng hn.
Hng ti Khch hng- y l trng tm ca chin lc bao gm cnh tranh tm
khch hng mi v tng cng mi quan h vi nhng khch hng c. y chnh l cch
to c s khc bit trn th trng.
Hng Ni b cng ty- Hng ny xc nh qu trnh kinh doanh v cc hot ng
c th m cng ty phi thc hin h tr chng trnh Gi tr khch hng. Michael
Porter tng ni Ci ct li ca mt chin lc l hnh ng-chn cch thc hin khc
bit so vi i th.
Hot ng ca mt t chc s gn lin vi nhng thng tin kinh doanh ni b bao
gm mt xu chui cc gi tr vi bn nhm phng thc kinh doanh. Nhng phng
thc ny song hnh cng ba hng Gi tr khch hng, ch n mi trng lm vic v
vic tun th cc quy nh
Hng hc hi v pht trin- vi 3 yu t c bn l:
Trang 9

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

- K nng v kin thc ca lc lng lao ng h tr chin lc

- Nguyn vt liu v cng ngh, h thng thng tin, d liu, cng c v mng li
h tr chin lc
- S thay i vn ha doanh nghip l cn thit ng vin, cng c lc lng
nhn s
- Bt k cng ty no cng phi sp xp, b tr nhn lc, cng ngh thng tin, t
chc khng kh trong cng ty, v cc hot ng nghin cu cho ph hp vi cc yu cu
ca qu trnh kinh doanh chin lc v chin lc khc bit ha da trn nhu cu ca
khch hng.
2.3. Chin lc cnh tranh ca Michael E. Porter
Mi trng vi m c nm yu t c bn l: i th cnh tranh, ngi mua, ngi
cung cp, cc i th mi tim n v sn phm thay th. Mi quan h ca cc yu t ny
c Michael E. Porter th hin m hnh nh sau:
Ph lc 3: S 5 lc lng cnh tranh ca M. Porter.
i th cnh tranh: l nhng doanh nghip kinh doanh nhng mt hng cng
loi vi cng ty. i th cnh tranh chia s th phn vi cng ty, c th vn ln nu c
li th cnh tranh cao hn. Tnh cht s cnh tranh trong ngnh tng hay gim ty theo
quy m th trng, tc tng trng ca ngnh v mc u t ca i th cnh
tranh. Trong chin lc kinh doanh, cng ty phi phn tch cc i th cnh tranh vi cc
ni dung: phn tch tng i th cnh tranh ch yu v mc tiu tng lai, chin lc
hin ti, cc tim nng, phn tch tnh cht cnh tranh ca cc cng ty trong ngnh.
Khch hng: Khch hng l mt phn ca doanh nghip, do v th ca khch
hng trong th i vi doanh nghip nh th no c nh hng rt ln i vi doanh
nghip. Khi khch hng chim u th s lm li nhun ca ngnh gim bng cch p gi
hoc i hi cht lng cao hn, dch v km theo nhiu hn... Do vy, doanh nghip
cn lp thng tin v khch hng cng nh cc bng phn loi v khch hng c nh
hng tiu th.
Nh cung cp: cc nh cung cp c th gy p lc mnh trong hot ng ca
doanh nghip, do cn nghin cu k i tng ny. H c th l ngi bn vt t,
Trang 10

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

thit b cng ng ti chnh, ngun lao ng

i th tim n mi: i th mi tham gia kinh doanh l yu t lm gim li
nhun ngnh. Do vic nghin cu bo v v tr cnh tranh ca doanh nghip trong
ngnh bao gm vic duy tr hng ro hp php ngn cn s xm nhp t bn ngoi l
quan trng.
Sn phm thay th: Sc p do c cc mt hng thay th lm hn ch tim nng
li nhun ca ngnh do mc gi cao nht b khng ch. Do , cc doanh nghip khng
ngng nghin cu v kim tra cc mt hng thay th tim n.

Kt lun chng 2:
Ba M hnh trn l mt bc pht trin v mt l thuyt trong qun tr chin lc,
bi v 3 l thuyt trn khng mu thun vi nhau, chng ch b sung cho nhau, lm
khung l thuyt thc hin n, gip cho ngi xy dng chin lc c khung l
thuyt hon chnh.
Trong M hnh Delta c rt nhiu ni dung chng ta cn xem xt v phn tch, tuy
nhin do gii hn ca ti nn tc gi ch phn tch 03 vn c bn trong chin lc
kinh doanh ca Cng ty l:
Mt l: Chin lc v dn u sn phm
Hai l: Chin lc v khch hng ti u
Ba l: Chin lc v h thng ti u
Tuy nhin, thc hin c 03 vn trn, chng ta phi p dng Bn chin
lc nh gi tng chng ng trong hot ng Cng ty. ng thi s dng chui
gi tr ca Michael Porter nh gi, phn tch vic gim chi ph v tng tnh hiu qu
da trn c s quan h nhn qu gi tr ti u dn n li nhun ti u
Trong h thng cu trc mun t c ti u, phi thc hin ngun lc, c cu b
my, vn ha cng s, thi giao tip, phc v khch hng v gi tr chia s i vi
doanh nghip.

Trang 11

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 3: PHNG PHP NGHIN CU

ti thc hin vic phn tch, nh gi chin lc kinh doanh hin ti ca cng
ty mt cch thit thc v hiu qu, t xc nh ng nhng hn ch v im mnh ca
cng ty nhm a ra c gii php tt nht hon thin chin lc kinh doanh ca
cng ty SJC. Do , nhm t c mc ch v mc tiu ca ti ra c hiu qu
tt nht, ti s s dng mt s phng php sau y:
3.1. Phng php thu thp thng tin d liu
Cc s liu s cp c thu thp bng cch quan st thc t, phng vn chuyn
gia, thng qua bng cu hi.
Cc s liu th cp c tng hp thng qua cc bn k ton, bo co ti chnh,
tham kho cc ti liu lin quan trn internet, sch, bo, tp ch, cc thng k,
3.2. Phng php x l d liu
(1) Phng php so snh, phn tch, tng hp: cc s liu t cc bng bo co ti
chnh, k ton c so snh qua cc nm, phn tch chin lc hin ti ca cng ty
v tng hp a ra nhn xt. (c s dng ti chng 4 ca ti)
(2) Phng php thng k: thng k cc bng biu, s liu t rt ra cc kt lun,
cc xu hng nh gi tnh hnh thc hin chin lc ca cng ty: s gn kt
gia s mnh v qu trnh thc thi chin lc ca doanh nghip; tnh hiu qu ca
chin lc trong mi quan h vi mi trng bn trong v bn ngoi ca doanh
nghip; cc kh khn hay vn ny sinh t qu trnh gn kt chin lc ca
doanh nghip vi mi trng cnh tranh; cc kh khn hay vn ny sinh t qu
trnh trin khai hay thc thi chin lc ca doanh nghip (c s dng ti
chng 4 ca ti)
(3) Phng php phn tch ma trn SWOT, cc yu t bn ngoi, bn trong, chin
lc cnh tranh v.v.: l k thut phn tch v x l kt qu nghin cu ca
mi trng hot ng bng cch kt hp cc im mnh, im yu, c hi, nguy
c, t ra chin lc mt cch khoa hc. (c s dng trong chng 4 ca
ti).
Trang 12

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

3.3. Thun li v kh khn

ti c hon thin ch yu l t cc thng tin thc t ca Cng ty SJC v cc
ti liu tham kho, trong qu trnh thc hin nghin cu, ti c nhng thun li
nh:
- V mt l thuyt ti c tip cn vi cc l thuyt thc t, ti liu nghin cu
phc v cho ti rt phong ph (internet, ti liu hc tp MBA, ti liu qun tr chin
lc ca PGS. TS. o Duy Hun v.v,) do c nhiu c s so snh v chn lc
nhng c s l thuyt tt nht.
- c s h tr v gip ca cc bn ng nghip, cc phng ban trong cng ty
trong vic thu thp cc s liu chnh xc ca cng ty SJC cng nh cc u th trong vic
cnh tranh ca cng ty SJC vi cc cng ty khc, qua gip cho vic phn tch chin
lc ca cng ty c c th v y hn.
Tuy nhin do gii hn trong khong thi gian ngn nn ti cha th i su vo
lnh vc chuyn ngnh c th phn tch c th v xut gii php thc hin chin
lc chi tit hn. Ni dung cn mang tnh khi qut, ch yu l phn tch chin lc hin
ti ca cng ty v ra gii php hon thin chin lc. Bn cnh , trong qu trnh thu
thp s liu qua vic phng vn cc chuyn gia gp nhiu kh khn, v vic nhn nh v
mi trng tc ng, cc i th cnh tranh trong bi cnh nn kinh t hin nay kh c
th chnh xc v c th c, nhng nhn nh ch mang tnh cht tng i. Do vy,
ti khng sao trnh khi nhng thiu st, mong qu Thy C quan tm n cc vn
ca ti v rt mong nhn c s sa cha, ng gp kin thit thc to cho
ti ny c hon thin hn.

Trang 13

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 4: PHN TCH, NH GI CHIN

LC HIN C CA SJC
4.1 GII THIU TNG QUT CNG TY VNG BC QU SI GN
SJC.
4.1.1 Lch s hnh thnh v pht trin cng ty:
Sau mt thi gian di Nh nc khng quan tm n s pht trin ca th trng
vng, ngnh kim hon v vo cui nm 1988 xy ra mt cn st gi vng qu mnh,
gy nh hng su sc n nn kinh t x hi. Do , UBND TP.HCM chnh thc
thnh lp cng ty Vng bc qu TP.HCM SJC v bt u i vo hot ng t thng 1
nm 1989, n nm 1993 Cng ty c thnh lp li. ng thi trong nm 1993, cng ty
qun l cc n v trc thuc, gm: X nghip vng bc qu TP, Trung tm Kim hon
Gi Gn, Trung Tm Thng Mi Quc T, X Nghip Ch Bin thc phm xut khu,
X nghip Xy Dng v Trang tr ni tht (cc doanh nghip ny do chnh SJC sng lp
v u t ton b vn ngay t u thnh lp). n nm 1995, cng ty SJC v cc n v
trc thuc tr thnh thnh vin ca Tng cng ty Thng Mi Si Gn. Nm 1998, cng
ty SJC v mt s n v tch ra khi Tng Cng ty Thng Mi Si Gn, trc thuc s
qun l ca S Thng Mi TP.HCM. n nm 2000, cng ty tr li l thnh vin hch
ton c lp ca Tng Cng ty Thng mi Si Gn.
Nm 2003, Cng ty c quyt nh t chc hot ng theo m hnh Cng ty m
cng ty con, Hi ng qun tr Cng ty c cng nhn v t chc li Cng ty theo m
hnh hot ng. Nm 2004, ng Nguyn Thnh Long c b nhim lm Tng gim c
Cng ty Vng Bc Qu Si Gn SJC. n nm 2005, ban hnh iu l t chc v
hot ng ca Cng ty SJC theo m hnh Cng ty m cng ty con. V trong nm 2008,
Quy ch qun l ti chnh ca Cng ty Vng Bc Qu Si Gn- SJC c ph duyt
4.1.2. S mnh v mc tiu ca SJC n nm 2015:
- Tp trung mi ngun lc cho vic pht trin kinh doanh chnh l vng bc,
qu, nhm duy tr, cng c v pht trin th ng, uy tn, th phn v nhp tng trng.

Trang 14

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

- Tp trung y mnh sn xut, ch tc n trang th hin vai tr ca mt n v

ch lc trong vic thc hin chin lc cng ngh ha ngnh kim hon thnh ph, hng
mnh v xut khu.
- Tin hnh cc bin php qun l cht ch v hiu qu theo hng tng cng
quy ch ha cng c, to s n nh v t chc hot ng trong ton h thng. Xy
dng thnh cng m hnh Cng ty m cng ty con chuyn ngnh vng bc qu ca
thnh ph m SJC c chm lm th im.
- M rng quy m sn xut, kinh doanh vi phng thc thch hp v loi hnh
hin i. y mnh hot ng dch v v xut khu.
4.2. PHN TCH TNH HNH HOT NG KINH DOANH TI CNG
TY VNG BC QU SI GN SJC
4.2.1. Tnh hnh hot ng kinh doanh ti Cng ty
SJC l doanh nghip quc doanh u tin trong c nc hnh thnh nn thng
hiu vng c s tin cy ca ngi tiu dng, gp phn tiu chun ha qun l ngnh
vng v loi tr tnh trng thao tng ca t nhn trn th trng vng trc y. ng
thi l doanh nghip ng vai tr ch o, gp phn tch cc v c hiu qu trong vic
p ng cung cu th trng, thc hin ch trng bnh n gi vng v kim ch lm
pht. hiu r v iu ny, ta s i vo phn tch tnh hnh hot ng kinh doanh vng
ti cng ty SJC:
Hin nay cng ty SJC ang chim trn 90% th phn vng c nc.
Doanh s kinh doanh vng bc qu hin t trn: 63.00 t ng/nm, tng
ng trn 3.6 t USD
hiu r hn tnh hnh hot ng kinh doanh ca cng ty, ta xem xt cc bng s
liu sau:
Ph lc 4: Tm tt kt qu kinh doanh ca SJC trong 20 nm qua.
Da vo bng tm tt tnh hnh kinh doanh ca SJC trong 20 nm qua, ta thy
cng ty n lc rt nhiu. Nu nh mc tng doanh thu trong giai on t nm 1991
n 2005 c s tng gim chnh lch khng nhiu v mc thp, khong di 2.600 t
th nm 2006 n 2010 mc doanh thu tng mnh qua cc nm. Nh vy, t khi thc hin
Trang 15

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

vic chuyn sang m hnh cng ty m cng ty con, cng ty t c nhng thnh
tu ng k:
- Trong 5 nm gn y (2006 2010): bnh qun t nhp tng trng 201%
nm v doanh thu, 204% nm v li nhun v 180% nm v np ngn sch. So giai on
5 nm (2006 2010) vi s liu thc hin ca c 15 nm trc (1991 2005), doanh thu
bng 643%, li nhun bng 253% v np ngn sch bng 132%.
- Ring trong nm 2010, Cng ty t cc k lc cao nht v doanh thu: 3.6 t
USD; li nhun: 150.4 t v np ngn sch: 128.7 t.
- Vn CSH: tnh n cui nm 2010, tng vn ch s hu ti Cng ty m l
255.16 t, bng 132% so vi nm trc.
- Hiu sut s dng vn (ROE) ton cng ty, tnh theo ch tiu t sut li nhun sau
th trn vn ch s hu: trung bnh t 32.92% bng 158% so vi nm trc. Trong ,
cng ty m t mc cao nht: 38.16% bng 162% so vi nm trc v cc cng ty con
trung bnh t: 18.94% bng 107% so vi nm trc.
- Lao ng: Ton h thng Cng ty tng ln 1.019 ngi. Ti cng ty m, lao
ng tuyn dng tng t 254 ln 342 ngi, lm bng 135% so vi nm trc, cng l
mc cao nht t trc n nay.
- Mc c tc: Bnh qun ca cc cng ty c phn trong ton h thng t 15.7%
n v (nm trc: 14.7%); trong , c tc cc cng ty con t 16.7% (nm trc:
15.6%).
4.2.2 Phn tch chin lc ca cng ty theo m hnh Delta (DPM)
4.2.2.1 Sn phm ti u:
SJC sm nhn thc c nhu cu x hi v loi vng - tin t dng cho d tr.
Nhu cu y l tp qun c t nhiu nm trc. Nm 1989, SJC u t trang thit b,
my mc v nhp vng tinh cht 99.99 sn xut thnh vng ming 1 ch, 2 ch, 5 ch
v 1 lng mang nhn hiu Rng Vng v Bng hng. Kt qu l, SJC thit lp
mt nhn hiu vng mi u tin cho TP.H Ch Minh v c nc sau nm 1975. Vi
cht lng m bo v thun tin trong s dng, sn phm vng SJC 99.99 nhanh

Trang 16

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

chng p ng nhu cu ca x hi v d tr v thanh ton, xc lp th phn hay uy tn

trn th trng TP.H Ch Minh v c nc.
Cho n nay, vng ming mang nhn hiu Rng vng ca SJC l loi ph bin
nht, chim hn 90% th phn vng ming v doanh thu vng bc qu chim t trng
ln nht (90%), lun em li cho cng ty hiu qu sn xut kinh doanh cao.
Song song vi vic khng nh v tr ni bt trong lnh vc sn xut kinh doanh
vng ming, SJC tp trung n lc trong vic u t pht trin ngnh vng trang sc.
Ch trng ca SJC trong lnh vc ny l: va pht huy tinh hoa truyn thng ca ngh
thut kim hon Vit Nam, va du nhp k thut, cng ngh tin tin ca nc ngoi
gp phn y nhanh qu trnh cng nghip ha ngnh kim hon ca thnh ph. c bit,
kinh doanh n trang, m ngh ti cng ty nm 2010 c bc tng trng vt bc vi
doanh s t 693 t.
Sau y l cc s liu c th:
Ph lc 5: Tnh hnh tiu th vng VN v th phn chim lnh ca SJC
Th phn Cng ty t nm 2005 n nm 2010 tng u, trong nm 2009 tuy c phn
gim nhng n nm 2010, th phn cng ty tng vt, cao nht t trc n nay, chim
hn 90% th phn c nc. y l mt bc chuyn mnh m, th hin r vai tr l mt
doanh nghip i u trong ngnh kim hon Vit Nam.
Ph lc 6: Th phn cng ty SJC qua cc nm
4.2.2.2 Gii php khch hng ton din
Nhiu nm qua, Cng ty Vng bc qu Si Gn SJC t nhiu thnh cng
trong hot ng sn xut kinh doanh. Chim hn 90% th phn vng trong c nc, y
l mt con s khng nh, cho ta thy lng khch hng tiu th trong nc ca Cng ty
tht di do, dng nh, bt c ngi tiu dng no c nhu cu tch tr vng cng tm
n thng hiu SJC. Tuy mnh th trng trong nc nhng thng hiu ca Cng
ty cha thc s c ting nc trn th gii, lng khch hng tiu th sn phm ca
Cng ty nc ngoi thc t ch chim mt phn nh m thi. Trong nm 2010 va qua,
lng khch hng giao dch bn s t 100, trong c 70 khch hng thng xuyn,
xut khu c 2 l n trang vng v bc cho 2 khch hng mi ti M v CH Sec.
Trang 17

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

L mt doanh nghip chim u th v th phn, nhng Cng ty khng ly lm

ch quan m lun lun i mi, nng cao gi tr sn phm hin hu, pht trin sn phm
mi nhm p ng mi nhu cu ca khch hng khng ch th trng trong nc m c
nc ngoi.
4.2.2.3 C nh h thng:
M hnh t chc ca Cng ty theo loi hnh kinh doanh Cng ty m- Cng ty con
thng phc tp hn cc m hnh kinh doanh khc bi s m rng ca nhiu mng li
cc cng ty nh.
Mi hot ng kinh doanh ca SJC u tp trung ti tr s chnh, sau cc k
hoch chin lc s c trin khai n cc cng ty thnh vin. Ngc li, cc cng ty
thnh vin cng cung cp cho cng ty m nhiu thng tin v th trng, khch hng
Ph lc 7: S t chc
Nng lc, v th cnh tranh :
Th trng vng l mt th trng y bin ng v lun em li ngun li cao
nu nh kinh doanh bit nm bt cc c hi. Nu u nm 2010, mi ch c 5 doanh
nghip sn xut vng ming th ti cui nm c thm 4 doanh nghip khc gia nhp
cuc chi v nhiu ngn hng ang ngp ngh d th trng. Nh vy, vi 9 thng
hiu vng ming hin nay v nhiu thng hiu sp trnh lng trong thi gian ti, khng
kh d on rng nm 2011 s l nm cnh tranh vt v ca doanh nghip c mi v
c trn lnh vc kinh doanh si ng ny.
Hn na, Vit Nam l mt nc c li th v gi nhn cng r, ngh nhn v th
kim hon c tay ngh cao, nn nhiu doanh nghip nc ngoi mun u t vo TP.
HCM lm vng m ngh xut i nc khc, t nn mng tiu th ti th trng nc
ta. iu ny cho thy nu bit khai thc, u t vo i ng thit k, ch tc cng nghip,
xut khu vng n trang s l mnh t cho cc cng ty nc ngoi gt hi. Nh vy,
trc tnh hnh trn, Cng ty SJC nn ch trng i ph vi nhng ri ro trong tng
lai t pha cc i th tim n.
4.3 PHN TCH MA TRN SWOT CA CNG TY:
Ph lc 8: Bng phn tch ma trn SWOT
Trang 18

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

S vn dng ma trn SWOT ca cng ty c thc hin nh sau:

SO: Cng ty s dng mt mnh khai thc c hi nh sau:
- S hu mt thng hiu mnh vi ngun ti chnh n nh, Cng ty gia tng
sn xut kinh doanh, pht trin sn phm mi, nh vy Cng ty s p ng mi nhu cu
ca ngi dn ng thi m rng th trng trong v ngoi nc.
- Nhu cu n trang ca ngi tiu dng ngy mt tng cao, Cng ty s khai thc
c c hi ny vi th mnh ca mnh v uy tn thng hiu, cht lng sn phm cao
cng vi khoa hc k thut hin i.
WO: Cng ty khai thc c hi vt qua mt yu nh sau:
- Tuy hot ng marketing ca Cng ty cn yu, nhng cng ty hp ng
vi cc cng ty marketing chuyn nghip thc hin cc chng trnh nh bng
thng hiu, nng cp nhn din thng hiu. Nm 2011, Cng ty c k hoch tng
cng cn b marketing ti Phng Marketing ca Cng ty.
- Xy dng mt hay nhiu nhn hiu n trang mi, chin lc xy dng c
hoch nh r rng, cht ch v c s phi hp hot ng nhp nhng gia cc phng ban
trong Cng ty.
- Tp trung vo khch hng mc tiu.
ST: Cng ty tn dng mt mnh trnh cc e da nh sau:
- Tn dng nhng ngun lc sn c nhm nng cao cht lng sn phm c
cng nh pht trin sn phm mi, vi kinh nghim hot ng ca mnh, Cng ty c th
d on c nhng bin ng ca th trng, t nng cao li th cnh tranh cc mt
so vi i th ca mnh.
- u t thch ng cho hot ng qung b thng hiu ca Cng ty.
- M rng thm knh phn phi, tp trung chm sc khch hng.
WT: Cng ty khng c mt chin thut no ch c tn cng m khng
phng th, Cng ty gim thiu mt yu trnh cc e da nh sau:
-

S ln mnh ca cc i th trong ngnh cng nh s xm nhp ca cc cng ty

nc ngoi, y l mt mi e da hng u ca Cng ty. trnh nhng tn tht c th

Trang 19

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

xy ra, Cng ty tp trung pht trin h thng bn s v bn l ti cc th trng mc tiu,

cng c v tr ca mnh v thng hiu v th phn.

Kt lun chng 4:
Nh vy, xuyn sut qu trnh hnh thnh v pht trin, SJC lun gi vng v
th dn u ca mnh trong ngnh kinh doanh vng ti Vit Nam vi th phn rng ln,
sn phm vng ming Rng Vng chim c v th gn nh tuyt i i vi ngi
tiu dng. c c iu ny, tp th SJC phi tri qua mt qu trnh khng ngng
phn u bn b, lu di cng vi vic theo ui chin lc pht trin ng n c
ra mt cch nht qun, khoa hc. Bn cnh , khng th ph nhn s h tr ht sc to
ln t cc C quan, Ban ngnh, Lnh o nh nc SJC c c v th nh hin nay.
Tuy nhin, nn kinh t th trng khng ngng vn ng s a Cng ty phi lun
i u vi nhng kh khn, th thch trong tng lai nh vic ln mnh khng ngng
ca cc i th cnh tranh, th phn xut khu vn cha c gia tng, mng sn xut
kinh doanh vng n trang vn cha l th mnh cng vi l tm l t mn vi thnh
cng v da dm vo s bo tr ca nh nc i ph vi nhng thch thc ny,
i hi Ban lnh o Cng ty phi lun hon thin chin lc pht trin, phn u t
c cc mc tiu ra, c nh vy, Cng ty mi gi vng c v th v khng
ngng pht trin

Trang 20

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 5: NH GI CHIN LC KINH DOANH

HIN TI CA SJC
5.1. S gn kt gia s mnh v qu trnh thc thi chin lc ca cng ty
Mi chin lc khi a vo hoch nh, u phi gn cht vi S mnh v mc
tiu chin lc lu di ca cng ty. Ton b thng tin v phng hng, chin lc u
c Cng ty quan tm. C nhng chin lc di hn, cng c nhng chin lc ngn
hn. Nhng d nh th no, S mnh v mc tiu cui cng to ra chin lc chnh l
li nhun. Trong qu trnh thc thi chin lc ca SJC, Ban lnh o lun bm st vi
mc tiu, s mnh t ra nhm t c hiu qu nh mong mun, lun phn u gi
vng v th dn u trong lnh vc sn xut, kinh doanh vng ti Vit Nam. Do , chin
lc pht trin cng ty n nm 2015 lun gn lin vi mc tiu bo v th phn trong
nc v gia tng doanh s xut khu, mun nh vy i hi phi c mt s nghin cu,
nh gi t m v s tc ng ca cc yu t bn ngoi, bn trong v v th nng lc cnh
tranh hin ti ca cng ty qua rt ra c nhng kh khn, thun li m cng ty ,
ang gp phi trong qu trnh thc thi nhm hon thin hn chin lc pht trin m cng
ty ra.
5.2. Tnh hiu qu ca chin lc trong mi quan h vi mi trng bn
trong v mi trng bn ngoi ca Cng ty
5.2.1 Phn tch mi trng bn ngoi:
* Yu t kinh t:
Vit Nam chnh thc tr thnh thnh vin th 150 ca t chc thng mi th gii
(WTO) nm 2007 l mt du mc quan trng trong tin trnh hi nhp kinh t quc t ca
nc ta. Tuy nhin nm 2010 va qua, d m ca cuc khng hong ti chnh ton cu,
vn cn tc ng mnh m ln nn kinh t Vit Nam v gy nh hng nng n ti tt c
cc ch th trong nn kinh t t cc doanh nghip n ngi lao ng v gia nh ca h
khin tnh trng ca nn kinh t xu i trng thy, ch s gi tiu dng lin tc gia tng,
trong bi cnh lm pht tng cao ngi tiu dng Vit Nam phn ng bng cch tht
cht chi tiu c nhn, chi tiu chnh ph gim do chnh sch ti kha tht cht quyt lit
Trang 21

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

ca chnh ph nhm h nhit lm pht, xut khu ca Vit Nam do cc th trng tiu th
sn phm chnh b thu hp
Tm li nm 2011 nn kinh t Vit Nam vn s phi ng u vi nhng kh
khn, th thch ht sc khc lit v nguy c gim tng trng vn ang hin hu. Tuy
nhin vi nhng chnh sch iu hnh kinh t linh hot ca Chnh ph v n lc ca ton
x hi, kinh t Vit Nam s ng vng to nn tng cho s tng trng bn vng trong
nhng nm tip theo.
* Yu t x hi:
Vit Nam l mt nc ng dn vi s liu c tnh nm 2010 gn 86,2 triu
ngi, ng th 12 trn th gii, c t l tng t nhin mc 1,2% v t l dn s thnh
th ca Vit Nam t 27,9% c th thy ngun lao ng nc rt di do.
Tuy nhin , theo thng k hin mi ch c 32% s lao ng l qua o to v t
l lao ng c chng ch o to ngn hn l 14,4%. S ngi tham gia th trng lao
ng Vit Nam ch chim khong 20% lc lng lao ng. S lao ng d tha khu
vc nng thn, nng nghip rt ln ( c ni ln n 50% ) vi a s lao ng khng c
ngh, khng c o to, khi tham gia th trng lao ng rt kh tm vic lm, to nn
bt cp trong quan h cung cu lao ng trn th trng.
C 3 im v tnh trng lao ng nc cn lu v phi n lc khng ngng
ci thin cht lng lao ng ca Vit Nam: th nht l trnh chuyn mn, tay ngh v
k nng hnh ngh v tnh linh hot ngh cha cao, thiu ngoi ng; th hai l tinh thn
chp hnh k lut, hiu bit php lut v thc hnh ng theo php lut cn hn ch ;
th ba l vn ha ng x trong cng vic cn cha ph hp vi tc phong lm vic hin
i v cha mang tnh chuyn nghip. V th, phi c chnh sch v c ch ng b, lu
di gii quyt nhng yu im ny, ng thi pht huy nhng th mnh ca lao ng
Vit Nam, to nn sc cnh tranh ca nn kinh t, to mi trng u t hp dn vi
nhng nh u t nc ngoi.
* Yu t chnh tr, php lut:

Trang 22

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Nhn chung, nc ta c nn chnh tr n nh, to iu kin cho nn kinh t pht

trin thu ht u t nc ngoi, gii quyt c lao ng, y nhanh tc tng trng
kinh t, c tc dng mnh n s tng nhu cu tiu dng ca x hi.
Chnh sch qun l v m ca Nh nc v ngnh vng, c bit l n trang cha
nht qun, khng to iu kin cho cc doanh nghip trong ngnh c c k hoch n
nh trong hot ng. Nh nc cha c chnh sch khuyn khch ngnh m ngh kim
hon ti Vit Nam v cng cha c s phn cng r rng v nhim v v trch nhim
qun l i vi ngnh ny, Nh nc ch quan tm n qun l vng tin t. Hin nay,
Ngn hng Nh nc l c quan qun l Nh nc v cc hot ng gia cng, ch tc,
cm , mua bn, xut nhp khu vng: cng cc B, ngnh lin quan v cc a phng
thc hin vic qun l th trng vng trong c nc.
Chnh sch thu i vi ngnh kinh doanh vng bc qu cao: trong nm 2010, Nh
nc ch trng chng nhp siu m bin php lin quan n th trng vng l tng
thu nhp khu vng ln gp i (0,5 ln 1%) v ngng cp hn ngch nhp khu vng
nguyn liu, hn mc sn xut vng ming bt u cp giy php xut khu vng nguyn
liu. Nh , gip cc doanh nghip xut khu vng thu c hiu qu kinh doanh cao
v gp phn gim bt nhp siu.
Kt thc qu trnh phn tch mi trng bn ngoi, chng ta c bn c c s
xy dng ma trn nh gi cc yu t bn ngoi EFE.
Ph lc 9: Ma trn cc yu t bn ngoi ca Cng ty SJC
Qua phn tch bng ma trn cc yu t bn ngoi ca Cng ty SJC, chng ta nhn
thy s im quan trng bng 2.97 cho thy doanh nghip ang phn ng kh vi
cc c hi v mi e da hin ti trong mi trng hot ng ca mnh. Cng ty SJC tip
tc thc hin cc chin lc ng ph tt hn na tn dng cc c hi c c v ti
thiu ha cc nh hng tiu cc c th c ca mi e da bn ngoi.
5.2.2 Phn tch mi trng bn trong
Phn tch cc yu t ni b l c s xy dng ma trn IFE. y l cng c
nhm tm tt v nh gi nhng mt mnh v yu t quan trng ca cc b phn chc

Trang 23

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

nng trong cng ty cng nh xem xt cch thc m cc chin lc hin ti ca Cng ty
SJC ang p dng:
* Ngun nhn lc:
B my t chc l mt b phn quan trng, gp phn khng nh vo s hnh thnh
v khng nh mnh ca Cng ty. Mt cng ty hot ng, m khng c b my t chc
qun l, th cng nh mt on tu khng c u tu. Cng ty SJC l mt doanh nghip
pht trin mnh, iu ny lun i song song vi vic cng ty s hu mt b my t chc
khoa hc v lun lun nh hng ci t b my t chc, nng cao hiu qu qun l. Tt
c cc mc tiu vch ra u thc hin bi con ngi, do chin lc ngun nhn lc
c ngha quyt nh. S thnh cng ca t chc ph thuc vo nng lc v s nhit tnh
ca i ng nhng ngi lao ng ca Cng ty. Lin quan ti nng lc cc chin lc v
ngun nhn lc quan tm ti vic tuyn nhng ngi tt nht, o to v pht trin h
lin tc, ngi lao ng c th p ng c nhng i hi ca s pht trin chin
lc. Nng lc ca ngi lao ng khng ch c quan tm nng lc chuyn mn su
m cn c ch trng v thch ng nhanh vi s thay i.
Nm bt c iu ny, Cng ty SJC lun c chin lc thu ht ngun nhn lc.
Ngoi ra, trong Cng ty, lun to mi iu kin tt nht v mi trng lm vic; to thi
c, ng lc gip nhn vin c c hi th hin mnh t tng bc thng tin trong
cng vic. Hin nay, SJC tng cng cn b qun l tin cy v c trnh nghip v cho
vic m rng mng li, thit lp cc chi nhnh v u t ra nc ngoi
* Hot ng Marketing:
c th gi gi vng v nng cao th phn, nng cao uy tn thng hiu ca
Cng ty SJC, Cng ty cn phi xy dng v thc hin chin lc Marketing. Chin lc
Marketing l phng cch lu di, xuyn sut nhm trin khai v phi hp ton b cc
lnh vc trong hot ng sn xut kinh doanh. N biu hin thi v mi quan h gia
nhu cu ca th trng v th ng trong kinh doanh ca doanh nghip.
* Cht lng sn phm:
Cht lng sn phm ph thuc nhiu yu t gm: nguyn liu, trang thit b, cht
lng lao ng. m bo cht lng sn phm, nhu cu ngi tiu dng, Cng ty SJC
Trang 24

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

thc hin ci thin cht lng sn phm theo tiu chun ISO 9001:2000 do t chc
quc t QMS cp. T khu la chn nguyn liu nhp cho ti khu kim tra trc khi
bn rng ri ti th trng phi c s kt hp cht ch.
c ngun nguyn liu tt, Cng ty nhp hiu 3 cha kha ca Thy S.
y l loi vng c uy tn trn th trng th gii. Cc sn phm ca SJC u phi qua
cng on ch tc quy trnh kim tra nghim ngt bo m cht lng. Cc sn phm
ca SJC u c m hiu ring ca Cng ty. Thng hiu, quy cch sn phm (i vi
vng ming) u c lp th tc ng k hp php. Vi mc tiu chin lc cht
lng ca mnh, Cng ty tng bc xy dng v tip tc pht huy ngy mt tt hn.
Nh vy, cn c vo tnh hnh kinh doanh hin ti ca Cng ty SJC kt hp
phng php chuyn gia chng ta c th thit lp ma trn cc yu t bn trong cho
Cng ty:
Ph lc 10: Ma trn cc yu t bn trong ca Cng ty SJC
Qua phn tch bng ma trn cc yu t bn trong ca Cng ty SJC, cho thy t ng
s im quan trng ca cc yu t mi trng bn trong l 3.350, iu ny chng t nng
lc ca Cng ty tng i tt, Cng ty c im mnh ni tri l: Thng hiu, cht
lng sn phm v th phn. Tuy nhin, bn cnh vn cn nhiu yu t cn khc phc
nh nng cao cht lng qun l v ngun nhn lc, u t thm cng ngh sn xut v
my mc thit b
5.3. Cc kh khn t qu trnh thc thi v gn kt chin lc vi mi trng
cnh tranh
5.3.1. i th cnh tranh
Trong ngnh sn xut kinh doanh vng bc n trang, Cng ty SJC phi i ph vi
cc nhm cng ty sau:
- Cc cng ty c phn
- Cc doanh nghip ca hng t nhn.
- Cc cng ty c vn u t nc ngoi.

Cc cng ty c phn:

Trang 25

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Bao gm cc cng ty sau: Cng ty Vng bc qu Ph Nhun (PNJ), Cng ty

Vng bc qu TP. HCM (VJC), Cng ty Vng bc qu Bn Thnh (FIDIJECO),
Cng ty M ngh thuc Ngn hng nng nghip v pht trin nng thn (AJC)
Trong , PNJ l ni bt nht, c nh gi l i th cnh tranh chnh, PNJ c
cc c im nh sau:
- PNJ l cng ty c phn vi vn iu l l 300 t, vn hot ng 1298 t, ngnh
ngh kinh doanh: dch v kim nh kim cng v qu; sn xut, kinh doanh trang sc
bng vng, bc, qu, vng ming; cho thu nh theo lut kinh doanh bt ng sn.
- Ngoi ra, PNJ tip tc m rng h thng phn phi, xy dng cc trung tm n
trang cc th ln v chun b k cng bc chn qua lnh vc kinh doanh thi
trang cao cp.
Cc cng ty c phn ang dn ci thin v khng nh v tr ca mnh trn
thng trng, trc tnh hnh Cng ty SJC cn c nhng chin lc i ph nhm
gi vng thng hiu Vua v th phn ca mnh.

Cc doanh nghip t nhn (DNTN):

Nh ni trn lc lng ny l i th cnh tranh chnh trn th trng n
trang bnh dn hin nay. H c kh nng bm st nhu cu th hiu ca khch hng. H
thng ny c c im sau:
- Qui m t chc: nh b, hot ng theo kiu gia nh. Trnh qun l khng
cao, mang tnh truyn thng, cha truyn con ni.
- Tim lc ti chnh: mt s DNTN c tim lc ti chnh kh, mt vi doanh
nghip c kh nng vn n mt triu USD.
- Phng thc kinh doanh: cc DNTN phn ln kinh doanh trn c s tn nhim,
giao nhn trm lng vng c th bng giy hay in thoi ghi nhn. Cc doanh nghip
bn n trang cho cc ca hng l hay bn bun theo hnh thc gi u.
- Th trng: c th ni h thng ny ang chim lnh th trng n trang trong c
nc, 80% th phn n trang bnh dn.

Trang 26

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Trong tng lai, theo pht trin kinh t ca t nc, h s l i th cnh

tranh mnh, Cng ty SJC cn c nhng chin lc c th lng trc cng nh kim
sot tt v i ph vi th trng lun bin ng ny.

Cc cng ty nc ngoi:
Hin nay ti pha Nam (ng Nai) c hai cng ty sn xut n trang 100% vn
nc ngoi ang hot ng vi quy m ln. Cc cng ty ny c cng ngh hin i, c
kinh nghim v tip th cng nh tim lc ti chnh qung co. H l: Cng ty Design
International Php v Cng ty Pranda Thi Lan, l cc cng ty con ca hai tp on n
trang ln ca Thi Lan v Php. Cc cng ty ny em hng vo bn v thit lp mng
li bn l trn th trng nc ta. y l i th ng gm ca SJC trong tng lai.
Hn na, nc ta c li th v gi nhn cng r, ngh nhn v th kim hon c tay
ngh cao, nn nhiu doanh nghip nc ngoi ang u t vo TP. HCM lm vng m
ngh xut i nc khc. y l mt mi e da ng quan tm i vi Cng ty SJC.
Ph lc 11: Bng so snh SJC vi cc i th cnh tranh

5.3.2 Cc kh khn khc

Gi vng Vit Nam trong nhng nm gn y chuyn bin khng ngng, nhng
bi ton v gi vng lun lm au u cc nh u t kinh t. L mt doanh nghip hot
ng mnh, Cng ty cn nhn nh, phn tch v d on tnh hnh th trng vng
hiu r v nm bt th trng, t tm ra nhng c hi v gim thiu nhng e da nh
hng n hot ng kinh doanh. Tuy nhin, y cng l mt th thch ln i vi Cng
ty, i hi s n lc v khng ngng tim ti nghin cu. Nhng nu Cng ty thc hin
c vi xc sut chnh xc cao, th y s l mt th mnh m khng i th cnh tranh
no c c; gp phn cc k quan trng vo vic khng nh v th Vua ca mnh
trn thng trng kinh doanh vng.
SJC mt cng ty hot ng theo m hnh cng ty m cng ty con, y l mt
yu t thun li c bn cho s pht trin lu di ca cng ty, nhng ng thi cng i
hi cng ty phi c cc bin php ch o linh hot trong kinh doanh i ph vi cc
bin ng ca th trng, c bit l i vi kh nng suy thoi kinh t ton cu v suy
gim kinh t trong nc trong nhng nm ti.
Trang 27

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Th trng vng ming c s tham gia ca nhiu thng hiu mi s to kh nng

chia s th phn vng m SJC chim u th trong nhiu nm qua. Do vy, cn c ch
trng, bin php tch cc nhm nng cao tnh cnh tranh v gi vng th phn thng
hiu SJC
Vi nhng bin ng bt thng ca nn kinh t ton cu, nhu cu tiu dng vng
thanh ton v d tr vn l mt la chn an ton, ng thi tiu th n trang s tng
theo pht trin kinh t. Trong khi , th mnh ca SJC tp trung vng ming, sn
xut v tiu th n trang cn nhiu hn ch, iu ny i hi cng ty phi c bin php
thay i c cu sn xut theo hng tch cc, xy dng thng hiu SJC thnh mt
thng hiu vng mnh v ni bt

Kt lun Chng 5:
Nh vy, rt r rng, chin lc kinh doanh hin ti ca Cng ty SJC ang c
trin khai, thc thi mt cch ht sc thun li, gn lin vi sc mnh, mc tiu m ban
lnh o t ra. c c iu ny, phi cng nhn nhng li th khng th chi ci
m Cng ty v ang c c t s hu thun ca C quan qun l nh nc, sc mnh
ti chnh, thng hiu v th phn vng ming gn nh c quynTuy nhin,trong qu
trnh gn kt chin lc vi hot ng thc t, Cng ty vn phi lun ng u vi rt
nhiu vn kh khn t s ln mnh khng ngng cua cc i th cnh tranh n
nhng vn kinh t v m lin quan n c th kinh doanh vng hay yu cu cp bch
phi y mnh th trng xut khuTt c iu ny cho thy, trong chin lc pht
trin ca cng ty n nm 2015 vn cn phi b sung, hon thin thm rt nhiu t
n mc tiu, s mnh ra.

Trang 28

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 6: XUT HON THIN CHIN LC

CA SJC GIAI ON 2010-2015
6.1. Hon thin s mnh - mc tiu - tm nhn
6.1.1 S mnh v Mc tiu ca Cng ty SJC n nm 2015:
- Tp trung mi ngun lc cho vic pht trin kinh doanh chnh l vng bc,
qu, nhm duy tr, cng c v pht trin th ng, uy tn, th phn v nhp tng trng
ca SJC.
- Tp trung y mnh sn xut, ch tc n trang th hin vai tr ca mt n v
ch lc trong vic thc hin chin cng ngh ha ngnh kim hon thnh ph, hng
mnh v xut khu.
- Tin hnh cc bin php qun l cht ch v hiu qu theo hng tng cng
quy ch ha cng c, to s n nh v t chc hot ng trong ton h thng. Xy
dng thnh cng m hnh Cng ty m cng ty con chuyn ngnh vng bc qu ca
thnh ph m SJC c chm lm th im.
- M rng quy m sn xut, kinh doanh vi phng thc thch hp v loi hnh
hin i. y mnh hot ng dch v v xut khu.
6.1.2 Tm nhn:
- SJC tr thnh cng ty kinh doanh vng bc qu vi uy tn cht lng hng
u l ni ng tin cy nht cho ngi tiu dng Vit Nam
- Tip tc gi vng th phn vng tin t chim n 90% nhu cu trn phm vi c
nc.
- M rng th phn vng trang sc dn dn chim a s trong doanh thu kinh
doanh vng bc qu.
- y mnh xut khu vng ra th trng quc t vi kim ngch hng nm trn 100
triu USD dn u v kim ngch i vi cc doanh nghip kim hon trong nc.
- Thit lp cc knh phn phi vng bc qu vi mng li ph kn 61 tnh,
thnh ph.

Trang 29

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

- Tng cng hot ng kinh doanh ph tr (ngoi vng bc qu): thng mi,
ngoi thng, dch v chim n 30% quy m v hiu qu hot ng ca Cng ty.
- Hnh thnh tp on kinh t mnh ca Thnh ph v mt doanh nghip kim hon
ni bt trong ton khu vc
6.2. xut sn phm ti u
Chin lc sn phm l chin lc ch yu, l phng thc kinh doanh c hiu
qu trn c s bo m tho mn nhu cu ca th trng v th hiu ca khch hng trong
tng thi k hot ng kinh doanh. Chin lc sn phm gi vai tr quyt nh, n l
xng sng ca chin lc kinh doanh.
p ng mt phn no xu hng th trng cng nh to s khc bit cnh
tranh, trc tin nh qun tr phi c chin lc nh v sn phm ph hp p ng
phn khc la chn.
NH V SN PHM:
Vi u th ca mnh, Cng ty SJC c th t c s thnh cng vi phn khc
trang sc cao cp, c my, cng vi tim lc ti chnh ln, i ng qun l tt, c
trnh cng nh lc lng nhn s tt. Cng ty c th nh v chin lc sn phm theo
phn khc ph hp vi xu hng pht trin ca th trng n trang, la chn khch hng
mc tiu. Tiu thc u tin v duy nht ca chin lc sn phm l Cht lng cao
nht trn th trng v trong lng khch hng c 3 phn khc sau:
y Phn khc 1: Trang sc cao cp: y l phn khc hin thi ca Cng ty ang
chim th phn cao, c khch hng nh gi tt, cng ty nh hng chin lc phc
v cho tng lp trung lu .
y Phn khc 2: Trang sc bnh dn:
- y l mt phn khc ln, c nhiu i th tham gia, tuy nhin do tnh cht sn
xut th cng nn sn phm cha t ng u v cht lng, lng sn xut t, chm,
kh khn c kh nng cnh tranh v lu di. Vi u th sn xut cng nghip sn phm
t cht lng cao, Cng ty nn chim lnh th trng ny.
- Hin Cng ty SJC cha c cc sn phm phc v tt cho nhu cu ny, v th
cng ty nn ch tm sn xut cc loi n trang c trng lng thp t 1 ch tr xung, vi
Trang 30

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

cht lng vng l vng 18K, 14K; vi cc mu sc a dng, bng tt, c bit l cc
loi n trang gn qu.
y Phn khc 3: N trang m bnh dn v cao cp
- N trang m bnh dn: Cc sn phm trn nn nh v theo hng n trang thi
trang bnh dn. Chu k cc sn phm ny ngn hn, thng ch mt thng tr xung
thng qua h thng cc nh sch, ca hng lu nim v ch. Sn phm r nn c tiu
th tt nh gi r.
- N trang m cao cp: Cc sn phm ny c nh v nh n trang cao cp
nhng c lm t kim loi r tin.
Cng ty cn xc nh cho mnh mt chin lc sn phm ph hp, pht trin c
v th, th trng mc tiu v khch hng tim nng ca mnh. Tuy nhin, bn cnh ,
chin lc sn phm phi c mt s kt hp cht ch vi cc chin lc trong marketing
mix, c nh vy mi t hiu qu cao.
6.3. xut khch hng tan din
Cho n nay, mc d Cng ty SJC c quan h bun bn vi mt s nc v
vng lnh th trn th gii. Nhng ni chung, SJC cha to c nhng th trng xut
khu trc tip c quy m ln n nh, cha vo c mt s th trng ln quan trng.
Vic m rng th trng ngoi nc cha thc s ch ng mc p ng nhu cu
xut khu ngy mt tng, m cng ty SJC ch n lc tng hiu qu sn xut kinh doanh
trong nc. Hin nay, Cng ty SJC kh nng xut khu, nhng ng thi Cng ty
cng cn c thm nhiu hot ng h tr m rng th trng tiu th trong nc cng
nh tm cch gii thiu hng, sn phm ca mnh ra th trng nc ngoi.
Cng ty c th lin h vi cc t chc kinh t trong v ngoi nc tranh th
nhng chng trnh h tr cho cc on danh nhn tham gia cc hi ch trin lm.
Thng xuyn tham gia cc hi ch trin lm n trang trn th gii, hoc ti cc nc
ng Nam nh Thi Lan, Malaysia, khuych trng uy tn, cht lng, thng
hiu ca Cng ty. T iu ny, ngoi vic to c mi giao lu hp tc v trao i kinh
nghim gia cc ngh nhn, doanh nghip sn xut kinh doanh n trang, Cng ty cn c

Trang 31

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

th gii thiu v to ting vang tt p cho ngh thut kim hon Vit Nam trong v ngoi
nc. Qua , cc ngh nhn, cc doanh nghip trong nc i chiu, so snh, gii thiu,
th nghim nhng sn phm mi ca mnh vi khch hng nc ngoi v bn hng quc
t; ng thi nh gi c th hiu thm m, lng gi c nhu cu lm p v sc
mua c chnh sch, bin php hp l trong sn xut v kinh doanh.
Hi ch kim hon cn to iu kin cho Cng ty nghin cu th hiu tiu dng,
thu nhp thng tin tip th ci tin sn xut, p ng nhu cu ngy cng tng khng ch
ring th trng trong nc, m cn hng ti mc tiu xut khu. Mt khc, thng qua
hi ch, Cng ty c th tm hiu c xu hng th hiu khch hng cng nh xu th
pht trin ngnh kim hon th gii. To c hi tham quan trc tip cc n v, t chc
sn xut, kinh doanh n trang vng bc qu trn th gii. Xc lp, m rng mi giao
lu, to iu kin gii thiu, qung co, cho bn cc sn phm truyn thng.
Cng c quan h vi cc bn hng ln, to iu kin thun li cho khch hng ch
ng hn trong khu t hng, thanh ton sao ph hp hai bn cng c li. Trng by sn
phm bt mt, d nhn bit. Bao b sn phm c th c phn loi theo nhm sn phm,
a dng cc mu bao b theo cc loi n trang khc nhau cho khch hng d dng la
chn. Cc sn phm mi cn c trng by phn bit so vi cc sn phm trc. Do
tm l khch hng, vi nhng khch hng c nhu cu cao, a thch hng c, th vic s
hu mt sn phm mi, khng ng hng l mt iu ng t ho.
Pht trin hot ng qung b v vng SJC, tip tc y mnh kinh doanh n
trang. i vi h thng phn phi, t chc thng nht hot ng theo mt ng li
chung, ng thi tng cng thm cc knh phn phi ph hp vi tnh hnh Cng ty.
Theo st, nghin cu nhm c k hoch nng cao cht lng sn phm cng nh
pht trin cc sn phm mi, kp thi p ng cc nhu cu mi ca khch hng.
6.4. Hon thin h thng cu trc
B my t chc l mt b phn quan trng, gp phn khng nh vo s hnh thnh
v khng nh mnh ca Cng ty. Cng ty SJC l mt doanh nghip pht trin mnh, iu
ny lun i song song vi vic cng ty s hu mt b my t chc khoa hc v lun lun
nh hng ci t b my t chc, nng cao hiu qu qun l, bng cch:
Trang 32

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Tip tc thc hin h thng qun l cht lng theo tiu chun ISO 9001: 2000.
C nhiu cn b tham gia cc cuc hi tho, cc kha hc ngn hn nng cao
kin thc, trnh chuyn mn nghip v.
Cng ty cn trin khai nhiu bin php thc hin nghim tc chng trnh hnh
ng ca Chnh ph v thc hnh tit kim, chng lng ph v chng trnh hnh ng
phng chng tham nhng.
Lin quan ti nng lc cc chin lc v ngun nhn lc quan tm ti vic tuyn
nhng ngi tt nht, o to v pht trin h lin tc, ngi lao ng c th p ng
c nhng i hi ca s pht trin chin lc. Nng lc ca ngi lao ng khng ch
c quan tm nng lc chuyn mn su m cn c ch trng v thch ng nhanh
vi s thay i.
Cng ty SJC cn phi c chin lc thu ht ngun nhn lc. Ngoi ra, trong Cng
ty, phi lun to mi iu kin tt nht v mi trng lm vic; to thi c, ng lc gip
nhn vin c c hi th hin mnh t tng bc thng tin trong cng vic.
SJC nn tng cng cn b qun l tin cy v c trnh nghip v cho vic m
rng mng li, thit lp cc chi nhnh v u t ra nc ngoi. lm c iu ny,
Cng ty cn phn b ngun lc mt cch ph hp v t hiu qu tt nht. Phn b
ngun lc l cng vic rt quan trng, l nhim v hng u nhm m bo c s vt cht
k thut cho chin lc c thc hin.

Kt lun Chng 6:
Bt k mt chin lc no cng cn c thi gian thc thi v p dng trong thc
tin kinh doanh rt ra c bi hc hon thin. Do , vi m hnh chin lc hin ti
ang p dng ti SJC, mc d c nhng thnh tu bc u ni tri nhng r rng
hon thnh c mc tiu, s mnh tm nhn ra, cng ty cn cn phi n lc nhiu
hn na trong nhiu mt, c th trong chng ny, ti xin nu kin ngh, ng gp nh
trn hon thin 3 nh quan trng ca m hnh Delta, l: sn phm ti u, khch
hng ton din v h thng cu trc

Trang 33

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

CHNG 7: KT LUN
Ngy nay, ng trc nhng i mi khng ngng ca t nc, ta thy c s
n lc ht mnh nhm khng nh v tr ca nc ta trn thng trng kinh t th gii.
Ha nhp chung vi xu hng , thnh ph H Ch Minh, mt trung tm kinh t hng
u ca t nc vi tnh cht a l, c im dn c mnh, s l mt ca ng quan
trng nhm thu ht s u t, hp tc vi cc quc gia trn th gii, a nn kinh t Vit
Nam ngy mt pht trin hn.
Sau khi gia nhp WTO, iu nh du mt mc quan trng, a nn kinh t
Vit Nam sang mt trang mi; nhiu ngnh cng nghip, dch v ch cht cng c ch
trng v m rng hn, trong khng th khng ni n ngnh kinh doanh vng. Kim
loi vng c s ra i v pht trin t rt lu, lun lun c a chung qua nhiu giai
on pht trin ca loi ngi. Hin nay, Nh nc ngy cng quan tm ch trng hn
n ngnh kinh doanh vng v tuy y l mt ngnh kinh doanh cn mi m, nhng n c
mt sc nh hng ln n nn kinh t quc gia.
Ta c th thy, vic tiu th vng tp trung mnh ti thnh ph H Ch Minh, nhiu
c s sn xut kinh doanh vng c hnh thnh y v thnh ph c coi l ni c
tim nng rt ln v sn xut trang sc. L mt doanh nghip ch cht trong hot
ng kinh doanh vng, cng ty Vng Bc Qu Si Gn SJC lun lun nh ra cho
mnh mt chin lc kinh doanh ph hp nhm i ph vi nhng bin chuyn trn th
trng cng ty c th pht trin bn vng khng ngng cho n nm 2015.

Trang 34

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

PH LC
Ph lc I : S m hnh Delta

M hnh Delta

Session 5C

Cc thnh phn c nh
vo h thng

Cc gii php khch

hng ton din

Sn phm tt nht
S mnh kinh doanh

Xc nh v tr cnh tranh

C cu ngnh

K hoch trin khai chin lc

i mi, ci tin

Hiu qu hot ng
X khch hng mc tiu
L trnh thc hin chin lc

Ma trn kt hp
Th nghim v Phn hi
2005 Prentice Hall Inc. All rights reserved.

121

Trang 35

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 2: Bn chin lc

Trang 36

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 3: S 5 lc lng cnh tranh ca M. Porter.

Trang 37

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 4: Tm tt kt qu kinh doanh ca SJC trong 20 nm qua.

NM

DOANH THU

SN LNG

LI NHUN

NP NSNN

(VT: T ng)

VNG (lng)

(VT: Tr. )

(VT: Tr. )

1991

348

6.076

8.887

2.000

1992

931

35.890

6.187

2.682

1993

431

78.014

4.007

6.393

1994

932

318.258

7.401

15.533

1995

750

250.542

4.795

19.035

1996

1.243

452.447

7.189

22.156

1997

999

383.416

12.394

35.050

1998

1.283

726.390

12.662

23.362

1999

1.128

849.034

10.944

18.741

2000

924

315.441

7.825

24.417

2001

1.139

459.964

8.812

13.606

2002

1.567

419.969

7.652

10.019

2003

1.483

259.724

14.801

16.560

2004

1.878

176.224

8.219

8.078

2005

2.604

378.944

10.108

10.779

2006

3.913

724.303

20.609

16.277

2007

5.449

820.675

16.022

22.217

2008

17.136

1.726.923

69.666

70.839

2009

23.840

1.100.477

77.446

63.426

2010

36.018

2.908.732

150.411

128.678

Cng

130.996

12.391.443

466.037

529.848
(Ngun: cng ty SJC)

Trang 38

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 5: Tnh hnh tiu th vng VN v th phn chim lnh ca SJC

Tiu th ti VN (tn)

Sn lng vng

theo s liu WGC

SJC

Nm
Tng

Th phn (%)

Vng

Vng ming

Tnh theo

Chung

Vng u

u t

trang

(Lng)

tn

(tng cu)

2005

58.80

36.00

22.80

378.944

14.21

24.17

39.47

2006

65.30

39.20

26.10

724.303

27.16

41.59

69.29

2007

60.90

34.00

26.90

820.675

30.78

50.53

90.52

2008

91.60

69.50

22.10

1.726.923

64.76

70.70

93.18

2009

77.50

56.10

21.40

1.100.477

41.27

53.25

73.56

2010

115.80

96.20

19.60

2.908.730

109.08

94.19

113.39

CNG

469.90

331.00

138.90

7.660.054

287.25

(Ngun: Cng ty SJC)

Ph lc 6: Th phn cng ty SJC qua cc nm

Trang 39

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 7: S t chc

Trang 40

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 8: Bng phn tch ma trn SWOT

Nhng im mnh (S)

Nhng im yu (W)

- Mt thng hiu mnh, c uy - Hot ng marketing cn

tn, cht lng c tha nhn yu, cha chuyn nghip.
trn th trng c nc.

- Cha c s phi hp nhp

- Ngun ti chnh mnh, trnh nhng gia cc phng ban

SWOT

qun l cao.

trong Cng ty.

- C s vt cht k thut, cng - H thng phn phi trc

ngh hin i.

tip n khch hng cn

- ng u v th phn, h hn ch.
thng phn phi rng khp c
nc.
- Cht lng sn phm cao.
Nhng c hi (O)
- Th trng n trang ti Vit Nam v
nc ngoi rt ln, trong khi nhu cu
ngi tiu dng ngy mt cao hn,

PHI HP SO

PHI HP WO

th cha c doanh nghip no trong

(S dng mt mnh khai

(Khai thc c hi vt

ngnh p ng c y v n

thc c hi)

qua mt yu)

PHI HP ST

PHI HP WT

(S dng mt mnh trnh

(Gim thiu mt yu

cc e da)

trnh cc e da)

trang cao cp v thi trang.

- Thi quen tch tr vng ngy mt
tng.
Nhng e da (T)
- S tn ti ca cc i th cnh tranh
v vng ming nhm chim th phn
ca Cng ty.
- Cc doanh nghip nc ngoi vi
cng ngh hin i, kinh nghim v
tim lc xm nhp mnh vo th
trng Vit Nam, y l e da ln
nht i vi Cng ty SJC trong tng
lai.

Trang 41

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 9: Ma trn cc yu t bn ngoi ca Cng ty SJC

Yu t bn ngoi ch yu

Mc quan
trng

Phn
loi

S im
quan trng

Nhu cu th trng cao

Kinh t tng trng, i sng nng cao

0.11
0.12

0.18

0.22

Khoa hc cng ngh pht trin to iu kin

cho vic p dng khoa hc k thut tin tin vo
sn xut.

0.11

0.33

Hin ti, cc i th cnh tranh trong nc vn

cha chim c th phn ng k

0.12

0.36

Khch hng trung thnh kh nhiu

0.11

0.33

i th cnh tranh ngy cng nhiu

Nn kinh t chnh tr Vit Nam hi nhp v pht
trin n nh
Xut hin nhiu sn phm thay th
Th trng xut khu vn cn nhiu kh khn

0.13
0.11

3
4

0.39
0.48

0.09

0.44

0.10
1.00

0.30
2.97

Tng cng:

Ph lc 10: Ma trn cc yu t bn trong ca Cng ty SJC

STT

Cc yu t mi trng bn trong ch
yu

Mc
quan trng

Phn loi

im quan
trng

Thng hiu sn phm

0.15

0.60

Cht lng sn phm

0.15

0.60

Th phn

0.15

0.60

Kh nng ngun nhn lc

0.15

0.45

Kh nng ti chnh

0.10

0.45

Kh nng qun l

0.15

0.30

Cng ngh sn xut v my mc thit b

0.10

0.20

V tr a l

0.05

0.15

Tng cng:

1.00

3.35
0

Trang 42

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

Ph lc 11: Bng so snh SJC vi cc i th cnh tranh

Tiu thc

SJC

PNJ

Doanh nghip t

Doanh nghip

nhn

nc ngoi

Vn

Ln

Ln

Nh

Rt ln

Nhn lc

Kh

Di do

Ln, khng tp trung

t o to chnh
quy

Cng ngh

Hin i

Hin i

Thp

Rt hin i

Marketing

Kh

Mnh

Khng c

Mnh

Th trng

Vng ming

chim lnh
ng h ca

trang 80% th trng bnh Xut khu

c my

dn

Khng c

Cha quan tm

quan

Nh nc
Cht lng sn

Hng ro thu

Cao

Cao

Thp, khng ng

Cao

tui

phm
Gi

Cnh tranh

Ph hp

Rt thp

Cao

Phn phi

Chnh thc rng

Chnh thc

Hp

Nc ngoi

rng
Qung co

Nhiu

Nhiu

Khng

Khng

Hnh thc

Tr ngay + gi

Tr ngay

Gi u

Khng gi u

thanh ton

Uy tn nhn

Cao

Tt

Trung bnh

Cao

hiu

Trang 43

 n Tt Nghip
Thc hin: Nguyn Hong V
_____________________________________________________________________________________________

TI LIU THAM KHO

Thompson, A.A. and Strickland, A.J., Strategic Management McGraw-Hill
Irwin, Boston.
Hax, A. C. and Wilde II, D.L(2001) The Delta Project: Discovering New
Sources of Profitability in a Networked Economy Palgrave, NY.
Kaplan, R.S and Norton, D.P.(2004) Strategy Maps Harvard Business
School Press, Boston.
Hamel, Gary (2000) Leading the Revolution Harvard Business School Press,
Boston.
Kaplan, R.S and Norton, D.P.(1996) The Balanced Scorecard Harvard
Business School Press, Boston.
PGS.TS o Duy Hun Qun l chin lc trong ton cu ho kinh t
Nh xut bn thng k 2007
PGS.TS. Nguyn Th Lin Dip, Th.S Phm Vn Nam (2003) Chin lc v
chnh sch kinh doanh - Nh xut bn thng k.
Gio trnh bi ging ca Mr. Foo Kok Thye.
http://www.management.about.com
http://www.marketingchienluoc.com
http://www.businessedge.com.vn
http:// www.valuebasedmanagement.net
http://www.sjc.com.vn

Trang 44