Professional Documents
Culture Documents
Cty CP 32
Cty CP 32
--------------------------
LI CAM N
Trong qua trnh thc hien luan van nay toi a nhan c nhieu
s giup , ong vien cua nhieu c quan, doanh nghiep, va cac ca
nhan.
Xin tran trong cam n TS.NGO QUANG HUAN Ngi thay
ang knh trong, ngi a tan tnh hng dan, giup ve moi mat, va
a ong vien toi thc hien hoan thanh Luan van thac s kinh te nay.
Xin tran trong cam n ang uy, Hoi ong quan tr, Ban giam oc
Cong ty co phan 32, va cac ong nghiep a tao moi ieu kien thuan
li, va giup toi ve moi mat trong suot qua trnh hoc tap bac Cao
hoc va thc hien Luan van thac s kinh te tai Cong ty co phan 32.
Xin tran trong cam n Th.S. ANG VAN THANH PCN Khoa
Kinh te phat trien, Trng HKT TP. Ho Ch Minh, ngi a ong
vien, giup toi trong viec xin y kien chuyen gia phuc vu cho qua
trnh thc hien Luan van nay.
Xin tran trong cam n cac ong nghiep cong tac tai cac doanh
nghiep, tap the hoc vien lp: em 1- QTKD, Cao hoc khoa 15, Trng
HKT TP. Ho Ch Minh a giup toi trong viec cung cap cac tai
lieu, so lieu phuc vu cho qua trnh thc hien Luan van nay.
Xin tran trong!
LI CAM OAN
Toi xin cam oan ay la cong trnh nghien cu cua rieng toi. cac
ket qua nghien cu trong luan van la trung thc va cha tng c ai
cong bo trong cac cong trnh khac.
TAC GIA
==================================
MC LC
Trang ba
Trang
Li cam n
Li cam oan
Muc luc
nh ngha va t viet tat
Danh muc cac Phu luc nh kem luan van
Danh muc cac hnh, bang
Chng m au: GII THIEU TONG QUAT VE LUAN VAN
0.1 S can thiet cua e tai nghien cu
11
14
1.4 iem han che cua qui trnh xay dng chien lc kinh doanh
22
1.5 Giai phap khac phuc iem han che cua qui trnh xay dng
chien lc kinh doanh
22
24
25
29
48
70
73
82
87
92
============================
sau;
9 Li nhuan la thc o c ban ket qua san xuat kinh doanh cua Cong
ty co phan 32.
- SXKD
- Ma tran EFE
- Ma tran IFE
- Ma tran QSPM
- AS
- TAS
- XHCN
=================================
So trang
Phu luc so 01
Phu luc so 02
Phu luc so 03
Phu luc so 04
11
---------Tong so trang:
=====================================
20
Hnh so
Ten hnh
Trang
Hnh 1.1
11
Hnh 1.2
15
Hnh 1.3
Ma tran EFE
16
Hnh 1.4
17
Hnh1.5
Ma tran IFE
18
Hnh 1.6
S o ma tran SWOT
19
Hnh 1.7
Ma tran QSPM
20
Hnh 2.1
27
Hnh 2.2
================================
34
10
Bang so
Bang 2.1
Ten bang
Trang
Bang 2.2
Bang 2.3
31
33
35
Bang 2.4
41
Bang 2.5
42
Bang 2.6
43
Bang 2.7
Ma tran EFE
47
Bang 2.8
Bang 2.9
Th phan san pham giay vai, giay da, va cac san pham
tap trang nhom hang quoc phong an ninh
Bang 2.10
51
C cau va toc o tang trng doanh thu hang hoa tieu thu
tren th trng trong nc cua Cong ty co phan 32
Bang 2.11
50
52
54
Bang 2.12
57
Bang 2.13
59
Bang 2.14: Ket qua phan tch tai chnh giai oan 2005-2007
11
cua Cong ty CP 32
63
Bang 2.15
67
Bang 3.1
74
Bang 3.2
77
Bang 3.3
78
Bang 3.4
79
Bang 3.5
80
Bang 3.6
Bang 3.7
Bang 4.8
83
85
86
=======================
PHAN M AU
GII THIEU TONG QUAT VE LUAN VAN
nhien, sau co phan hoa th muc tieu, to chc, quan ly va c che ieu chnh
cac hoat ong cua cong ty co nhng thay oi ln so vi trc y. ay la
mot kho khan cho cac nha quan ly cua cac cong ty co phan hoa noi chung
va cua Cong ty co phan 32 noi rieng, v t duy quan ly doanh nghiep cua
doanh nghiep phan nhieu la cha thay oi ngay c, mat khac, trong thc
te thng nay sinh cac van e ma chnh sach cua nha nc cha bao quat
c hoac theo cha kp, t o phat sinh nhng vng mac, kho khan cho
hoat ong cua cac cong ty co phan va Cong ty co phan 32 cung khong phai
la ngoai le.
Chien lc kinh doanh cua doanh nghiep la mot chng trnh hanh
ong tong quat hng ti viec thc hien nhng muc tieu cua doanh nghiep.
Trong ieu kien chuyen oi t doanh nghiep nha nc sang cong ty co phan
th viec xay dng mot he thong cac giai phap chien lc e phat trien Cong
ty co phan 32 en nam 2020 la rat can thiet va mang tnh khach quan.
Vi y ngha o toi manh dan chon e tai Xay dng chien lc kinh
doanh cua Cong ty co phan 32 en nam 2020 lam e tai luan van thac s
kinh te cua mnh.
0.2 Muc tieu nghien cu.
Luan van nay co muc tieu cu the la xay dng mot chien lc kinh
doanh nham gop phan thuc ay s phat trien cua Cong ty co phan 32 trong
giai oan 2010-2020.
0.3 Phng phap nghien cu.
La mot e tai nghien cu ng dung khoa hoc kinh te vao mot doanh
nghiep cu the, v vay cac phng phap nghien cu c s dung trong luan
van gom: Phng phap ng dung ly thuyet he thong; d bao; phan tch tong
hp (ket hp nh tnh va nh lng); thong ke; so sanh. Cu the:
Phng phap ng dung ly thyet he thong c ap dung trong viec
thiet lap qui trnh xay dng chien lc kinh doanh theo mo hnh quan tr
chien lc toan dien, va khung phan tch hnh thanh chien lc.
Phng phap d bao (Hoi qui n tuyen tnh) c ap dung trong d
bao gia tr san lng va toc o tang trng cua nganh da giay Viet Nam giai
oan 2011-2020.
Phng phap phan tch tong hp c ap dung trong anh gia moi
trng kinh doanh, va xac nh iem phan loai cua cac yeu to trong cac ma
tran cua khung phan tch hnh thanh chien lc.
Phng phap thong ke, so sanh c ap dung trong viec thu thap, va
x ly cac so lieu, cac bao cao tai chnh, cac ket qua ieu tra sau ay c
goi chung la c s d lieu trong viec phan tch moi trng kinh doanh, phan
tch cac oi thu canh tranh, va phan tch noi bo.
Cac so lieu th cap c thu thap tai Cong ty co phan 32 va nam (5)
Cong ty khac la cac oi thu canh tranh trc tiep vi Cong ty co phan 32. Ben
canh o, luan van con s dung cac so lieu, tai lieu cua Tong Cuc Thong Ke,
Hiep Hoi Da Giay Viet Nam.
Cac so lieu s cap c thu thap theo phng phap xin y kien chuyen
gia nham: (1) Xac nh cac yeu to moi trng, yeu to noi bo co anh hng
en ket qua SXKD cua doanh nghiep, cac yeu to co anh hng quyet nh
en nang lc canh trang cua cac doanh nghiep nganh da giay; (2) Xac nh
iem mc o quan trong cua cac yeu to.
mc o anh hng cua cac yeu to moi trng (ben ngoai), yeu to noi bo
(ben trong doanh nghiep) trong xay dng va phan tch cac ma tran, trong
khung phan tch hnh thanh chien lc.
- Luan van co kien ngh mot hng nghien cu tiep theo.
0.6 Nhng han che cua luan van.
Luan van la mot nghien cu ng dung cac mo hnh ly thuyet khoa hoc
kinh te vao thc tien hoat ong san xuat kinh doanh cua doanh nghiep. Do
trnh o, nang lc cua ngi viet co han nen chac chan khong tranh khoi han
che, thieu sot ca ve phng phap luan va phng phap nghien cu. Theo
nhan thc cua tac gia, luan van nay co han che nh sau:
Viec nghien cu, anh gia hoat ong san xuat kinh doanh cua mot
doanh nghiep, ac biet la trong phan tch oi thu canh tranh la mot van e
kho khan phc tap, trong ieu kien han che ve thong tin cua cac doanh
nghiep va thi gian co han. Nen luan van kho tranh khoi nhng nhan nh
chu quan lam giam o tin cay va o chnh xac cua mot van e khoa hoc.
0.7 Ket cau cua luan van.
Ket cau trong tam cua luan van c e ngh gom co ba chng
(ngoai phan m au va ket luan). Cu the:
Phan m au: Gii thieu tong quat ve luan van;
Chng 1: Tong quan ly thuyet ve chien lc kinh doanh;
Chng 2: Moi trng kinh doanh cua Cong ty co phan 32;
Chng 3: Chien lc kinh doanh cua Cong ty co phan 32 en nam 2020;
Ket luan.
CHNG 1
TONG QUAN LY THUYET VE CHIEN LC KINH DOANH
Muc ch cua chng nay la trnh bay tom tat mot so noi dung ly
thuyet c ban ve chien lc kinh doanh phuc vu cho viec xay dng chien
lc kinh doanh cua Cong ty co phan 32.
1.1 Chien lc kinh doanh.
1.1.1 Khai niem
Theo cach tiep can truyen thong, chien lc kinh doanh la viec xac
nh nhng muc tieu c ban dai han cua doanh nghiep, va thc hien chng
trnh hanh ong cung vi viec phan bo cac nguon lc can thiet e at c
muc tieu xac nh [9]. Cung co the hieu chien lc kinh doanh la phng
thc ma cac doanh nghiep s dung e nh hng tng lai nham at c
mc tiu va duy tr s phat trien.
Nghien cu au tien ve chien lc kinh doanh c bat au t nhng
nam 50 tai Trng kinh doanh cua ai hoc Harward vi ten goi la phng
phap LAG. ac iem cua phng phap nay la nhan manh tnh lo gc trong
qui trnh ra quyet nh. Chien lc nay c mo phong theo chien lc quan
s: Xac nh iem manh- iem yeu, c hoi nguy c, chien lc at trong
tam vao cac van e: Ke hoach hoa khoi lng, san xuat, au t, va tai chnh.
Ke hoach hoa chien lc ma tran trc nam 1980, vi khi au la
Nhom t van Boston nghien cu a ra ma tran BCG vi ba khai niem c
ban: Lnh vc hoat ong; u the canh tranh; va quan tr hoat ong kinh
doanh. S ket hp nghien cu ma tran BCG vi ng cong kinh nghiem a
cho thay u the canh tranh ve chi ph san xuat, va gia thanh chu yeu phu
thuoc vao vao khoi lng san xuat va tieu thu san pham. Cung trong giai
oan nay, A. D. Little hnh thanh ma tran vi 2 tieu thc: V tr canh tranh;
va sc hap dan cua lnh vc hoat ong kinh doanh. Nhn chung trong giai
oan nay t duy chien lc con n gian, ky thuat phan tch con mc o s
sai. ay cung la giai oan phat trien t duy trong viec tm kiem va gia tang
li the canh tranh.
Thap ky 80 (the ky XX) la thi ky khung hoang ke hoach hoa, cung
la thi ky anh dau s ln manh cua cac doanh nghiep Nhat Ban. Giai oan
nay cac nha quan tr a tm kiem phan ng cua doanh nghiep trc nhng
thay oi bat thng cua moi trng kinh doanh. Ve mat ban chat, ay la s
tm kiem moi quan he gia chien lc, c cau, va hieu qua quan tr doanh
nghiep.
Trong boi canh toan cau hoa, hoi nhap kinh te quoc te cac nghien cu
ve chien lc kinh doanh tiep tuc vi ac trng xay dng cac qui trnh chien
lc mot cach chat che, khoa hoc va quan tr chien lc kinh doanh. Cac
cong trnh nghien cu cua M. Porter (ai hoc Harward) a chng to li ch
cua viec van dung mot qui trnh quan tr cho phep xac nh ro rang chien
lc kinh doanh. T mo hnh 5 ap lc canh tranh, ong a ra 3 loai chien
lc canh tranh chu yeu la: Chi ph, khac biet hoa, va trong tam hoa. ong
thi ong cung a ra s o phan tch rat xac ang e nghien cu mot lnh
vc hoat ong va phat trien. Khai niem mi chuoi gia tr giup cac cac
doanh nghiep xac nh u the canh tranh cua mnh. Vi quan niem gan hoat
ong hoach nh chien lc kinh doanh vi to chc thc hien va kiem tra,
ieu chnh chien lc trong mot qua trnh thong nhat thc s a co s
chuyen bien ve chat t ke hoach hoa sang quan tr chien lc.
Du tiep can theo cach nao th ban chat cua chien lc kinh doanh van
la phac thao hnh anh tng lai cua doanh nghiep. Theo cach hieu nay, thuat
ng Chien lc kinh doanh c dung theo 3 y ngha pho bien nhat. o
la:
(1) Xac nh cac muc tieu dai han va c ban cua doanh nghiep.
(2) a ra cac chng trnh hanh ong tong quat.
(3) La chon cac phng an hanh ong, trien khai viec phan bo cac
nguon lc e thc hien muc tieu o.
1.1.2 Phan loai chien lc kinh doanh
Can c vao pham vi cua chien lc, ngi ta chia chien lc kinh
doanh lam hai loai:
- Chien lc chung hay con goi la chien lc tong quat, thng e
cap ti nhng van e quan trong nhat va co y ngha lau dai oi vi doanh
nghiep. Chien lc chung quyet nh nhng van e song con cua doanh
nghiep.
-Chien lc bo phan gom cac chien lc chc nang nh: Chien lc
san pham; Chien lc Marketing; Chien lc tai chnh; Chien lc phat trien
nguon nhan lc;
Chien lc chung va chien lc bo phan lien ket vi nhau thanh
mot chien lc kinh doanh hoan chnh. Khong the coi la mot chien lc
kinh doanh neu ch co mot chien lc chung ma khong co chien lc bo
phan c the hien bang cac muc tieu va moi muc tieu lai c the hien
bang mot so ch tieu nhat nh [4].
1.1.3 Nhng li ch va han che cua chien lc kinh doanh oi vi doanh
nghiep.
Ve ly thuyet cung nh thc tien cho thay, trong xu the toan cau hoa
va hoi nhap kinh te quoc te viec xay dng va thc hien chien lc kinh
doanh se mang lai cac li ch cho doanh nghiep nh sau:
Giup doanh nghiep thay ro hng i (lo trnh) cua mnh trong tng
lai e quan tr gia xem xet va quyet nh doanh nghiep i theo hng nao va
khi nao th at ti mot muc tieu cu the nhat nh.
Giup doanh nghiep co the phan tch, anh gia, d bao, nhan dang
c cac c hoi nguy c co the xay ra trong tng lai oi vi hoat ong cua
mnh, nhan dang c iem manh- iem yeu cua doanh nghiep. Phan tch s
ket hp gia cac c hoi nguy c va iem manh iem yeu co the giup
doanh nghiep tan dung c hoi, phong tranh va giam cac tac ong cua nguy
c, co the a cac quyet nh phu hp e oi pho vi s bien ong cua moi
trng kinh doanh.
Chien lc kinh doanh cung co nhng han che nhat nh. o la:
Doanh nghiep mat nhieu thi gian, cong sc, tien bac chi ph cho viec xay
dng chien lc; Chien lc la tap hp nhng d bao cho tng lai dai han,
nhng c thiet lap trong hien tai nen gii han sai sot trong viec d bao
moi trng oi khi la rat ln va trong trng hp o chien lc a xay dng
tr thanh vo ch, ngay ca khi chien lc lc c xay dng phu hp vi
10
thc tien nhng neu viec to chc thc hien khong tot th chien lc cung that
bai.
Mac du co nhng han che neu tren, nhng neu biet khac phuc nhng
nhc im va biet van dung tot mat tch cc th chien lc se mang lai cho
doanh nghiep nhieu c hoi thanh cong hn. V vay, chien lc kinh doanh la
mot cong cu hu ch cua doanh nghiep.
1.1.4 Cac giai oan cua quan tr chien lc
Theo quan iem quan tr hoc, mot chien lc kinh doanh co hai nhiem
vu quan trong va hai nhiem vu o co lien quan mat thiet vi nhau la viec
xay dng chien lc va thc hien chien lc. Hai nhiem vu nay c cu the
hoa qua ba giai oan tao thanh mot chu trnh khep kn vi ten goi: Mo hnh
quan tr chien lc toan dien (Hnh 1.1).
Giai oan xay dng va phan tch chien lc la qua trnh phan
tch hien trang, d bao, chon la va xay dng nhng chien lc
phu hp.
Giai oan thc hien chien lc la qua trnh trien khai nhng
muc tieu chien lc vao hoat ong cua doanh nghiep. ay la
giai oan kho khan va phc tap nhat oi hoi nha quan tr doanh
nghiep phai co ban lnh, kinh nghiem, va nghe thuat quan tr
cao.
Giai oan kiem tra anh gia chien lc la qua trnh anh gia
va kiem soat ket qua, tm kiem cac giai phap e van dung,
thch nghi e ieu chnh chien lc cho phu hp vi moi trng
[4].
11
Thiet lap
muc tieu
dai han
Thiet lap
nhng muc
tieu ngan
han
Phan
phoi
cac
nguon
lc
Xac nh
s mang
muc tieu
Xay dng va
la chon cac
chien lc
e thc hien
o
lng
va
anh
gia
ket
qua
e ra cac
chnh
sach
Chu thch: (1) Giai oan xay dng va phan tch chien lc; (2) Giai
oan thc hien chien lc;(3) Giai oan kiem tra, anh gia chien lc.
Nguon: Nguyen Th Lien Diep (2006)
1.2 Moi trng kinh doanh cua doanh nghiep.
Danh t moi trng (Environment) la e ch cac nh che hay lc
lng ben ngoai nhng lai co anh hng en ket qua SXKD cua doanh
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nghiep [4]. Moi trng cua doanh nghiep co the chia lam hai mc o: Moi
trng v mo (Hay con goi la Moi trng tong quat); Moi trng vi mo (Hay
con goi la Moi trng nganh).
Mot quan iem khac ve moi trng kinh doanh (vi y ngha la lay
doanh nghiep la chu the nghien cu) th moi trng kinh doanh co the c
xem xet di hai goc o: Moi trng ben ngoai (gom co moi trng v mo,
vi mo); va moi trng ben trong (noi bo) doanh nghiep.
Moi trng kinh doanh la s van ong tong hp, tng tac lan nhau
gia cac yeu to va lc lng ben trong - ben ngoai he thong nhng lai co
anh hng trc tiep, hay gian tiep en ket qua SXKD cua doanh nghiep.
Muc ch cua viec phan tch moi trng kinh doanh la giup doanh nghiep tra
li cau hoi: Co nhng yeu to nao co anh hng en ket qua SXKD cua
doanh nghiep, va mc o anh hng cua no nh the nao en ket qua SXKD
cua doanh nghiep? V vay, hai quan iem ve moi trng kinh doanh trnh
bay tren khong mau thuan nhau, va co the bo sung cho nhau.
1.2.1 Moi trng v mo.
e tra li cau hoi Co nhng yeu to v mo nao co anh hng en ket
qua SXKD cua doanh nghiep? cac nha quan tr chien lc cua cac doanh
nghiep thng chon cac yeu to chu yeu sau ay cua moi trng v mo e
nghien cu: Cac yeu to kinh te; yeu to chnh phu va chnh tr; yeu to xa hoi;
yeu to t nhien; va yeu to cong nghe.
Nhan nh ve mc o tac ong cua cac yeu to v mo en ket qua
SXKD cua doanh nghiep ngi ta tin rang; cac yeu to kinh te co anh hng
13
vo cung ln; yeu to chnh phu va chnh tr th co anh hng ngay cang ln;
cac yeu to xa hoi thng thay oi cham oi khi kho nhan ra [4].
Nhom cac yeu to moi trng v mo thng xuyen van ong, thay oi,
va chung tao ra cac c hoi- nguy c trong san xuat kinh doanh cho doanh
nghiep. Can lu y la cac yeu to nay co tac ong tng tac lan nhau (tc la
chung khong oc lap vi nhau).
1.2.2 Moi trng vi mo.
Moi trng vi mo bao gom cac yeu to trong nganh va la yeu to ben
ngoai doanh nghiep, quyet nh tnh chat va mc o canh tranh cua nganh
o. Co 5 yeu to c ban la: Cac nha cung ng; khach hang; oi thu canh
tranh; cac oi thu mi tiem an; va cac san pham thay the (Mo hnh 5 ap lc
canh tranh cua M. E Porter)[6].
Nhom yeu to nay cung thng xuyen van ong va thay oi, va chung
cung tao ra c hoi - nguy c trong san xuat kinh doanh cua doanh nghiep.
Nhng khac vi cac yeu to moi trng v mo, s tac ong cua nhom yeu to
nay en doanh nghiep mang tnh n le, tng tac va song phng hn. V
vay ben canh kha nang nhan biet, d bao, thch ng, tan dung s tac ong
cua cac yeu to, doanh ngiep con co the tac ong, phan ng ngc tr lai cac
chu the tac ong neu tren.
1.2.3 Phan tch noi bo doanh nghiep
Hoat ong SXKD cua doanh nghiep la qua trnh doanh nghiep huy
ong cac nguon lc e san xuat (hay kinh doanh thng mai, dch vu) nham
tao ra li nhuan muc tieu c ban cua doanh nghiep. V vay, tat ca cac
nguon lc cua doanh nghiep eu la cac yeu to co anh hng en ket qua
14
SXKD cua doanh nghiep. o la: Von, lao ong, trnh o cong nghe, nang lc
Marketing, van hoa doanh nghiep, . cac yeu to noi bo hnh thanh nen
nhng iem manh iem yeu cua doanh nghiep.
Robert Waterman, Thomas Perter (Van phong Mc. Kensey) a a ra
mo hnh 7 nhan to chu yeu dan en thanh cong cua doanh nghiep (gia tr
chung, chien lc kinh doanh, c cau, he thong, phong cach, nhan s, tri
thc). Cac nghien cu nay chu yeu nhan manh phng dien tam ly va hanh
vi. Ben canh o William Ouchi a ra mot ly thuyet noi tieng (thuyet Z)
nham giai ma s phat trien manh me cua cac doanh nghiep Nhat Ban. Trong
ly thuyet nay, Ouchi a i sau nghien cu tac ong cua cac yeu to tam ly xa
hoi trong quan tr va i en ket luan: nang suat va s tin tng i oi vi
nhau [7].
1.3 Qui trnh xay dng chien lc kinh doanh.
Chien lc kinh doanh c xay dng tren c s ket qua phan tch cac
yeu to moi trng kinh doanh nham nhan biet va nam bat c cac c hoi va
nguy c, va anh gia tnh hnh noi bo doanh nghiep e rut ra c nhng
iem manh va iem yeu cua doanh nghiep.
Cac ky thuat quan trong e hnh thanh mot chien lc co the c
neu thanh mot qui trnh ra quyet nh gom 3 giai oan, o la: (1) Giai oan
nhap vao; (2) Giai oan ket hp; (3) Giai oan quyet nh [4]. Khung phan
tch hnh thanh chien lc c the hien (Hnh 1.2)
15
Ma tran
Ma tran
anh gia
anh gia
hnh anh
cac yeu to
canh tranh
cac yeu to
ben trong (IFE)
Ma tran
chien lc
chnh
16
Mc o
Phan
So iem
quan trong
loai
quan trong
Yeu to 1
Yeu to 2
Yeu to n
Tong cong
1.00
xx
17
TT
1
2
3
4
Cac yeu to
Yeu to 1
Yeu to 2
Yeu to n
Tong so iem
DN X
Mc o
iem
quan
trong Hang quan
trong
1.00
xx
DN Y
DN Z
iem
Hang quan Hang
trong
iem
quan
trong
yy
zz
18
quan trong cua cac cong ty nay c so sanh vi mot cong ty mau [4]. Viec
phan tch so sanh nay cung cap cac thong tin chien lc quan trong (Hnh
1.4).
1.3.1.3 Ma tran anh gia cac yeu to ben trong (IFE).
Viec thiet lap ma tran IFE cung theo 5 bc nh tren oi vi ma tran
EFE. Nhng vi oi tng la doanh nghiep ang nghien cu, phan tch e
xay dng chien lc [4]. Xac nh tong so iem ve tam quan trong cua
doanh nghiep (bang tong cac iem co c bc 4). Tong iem cao nhat la
4 va thap nhat la 1, trung bnh la 2,5, so iem quan trong thap hn 2.5 cho
thay doanh nghiep yeu ve noi bo, iem cao hn 2.5 cho thay doanh nghiep
manh ve noi bo (Hnh 1.5)
Hnh1.5: Ma tran IFE
Cac yeu to ben trong
Mc o
Phan
So iem
quan trong
loai
quan trong
Yeu to 1
Yeu to 2
Yeu to n
Tong cong
1.00
xx
19
MA TRAN SWOT
C hoi (O)
Nguy c (T)
(Cua cong ty x)
iem manh(S)
20
Phan
loai
AS
Chien lc 2 Chien lc 3
TAS AS
TAS
AS
TAS
Yeu to n
II. Cac yeu to ben trong
Yeu to 1
Yeu to 2
Yeu to n
Cong so iem hap dan
xx
yy
zz
21
22
c van dung mot cach oc lap hoac c ket hp thc hien vi cac chien
lc khac. Qui trnh la chon chien lc gom bon bc, o la: (1) nhan biet
chien lc hien thi cua cong ty; (2) Tien hanh phan tch danh muc von au
t; (3) La chon chien lc kinh doanh va; (4) anh gia cac chien lc a
la chon. Viec phan tch cac yeu to chu quan va khach quan la can thiet
trong suot qua trnh la chon chien lc. Mot ieu het sc he trong can nhan
thc c la la cac ket qua phan tch danh muc von au t la mot cong cu
quan trong nhng khong phai la duy nhat.
1.4 iem han che cua qui trnh xay dng chien lc kinh doanh
Qui trnh xay dng chien lc c trnh bay tren theo y kien cua
tac gia van con ton tai t nhat mot han che. o la: Viec lap danh muc cac
yeu to (bc 1) cung nh viec an nh mc o quan trong cua cac yeu to
(bc 2) cua cac ma tran EFE, ma tran hnh anh canh tranh, ma tran IFE la
phu thuoc hoan toan vao nhan nh chu quan cua doanh nghiep (hoac ca
nhan ngi lap chien lc). Van e co the c giai thch do tnh thi iem
nhng van e kinh te v mo noi bat trong nhng khoang thi gian th khac
nhau. Tuy nhien chnh s ap at mang tnh chu quan o se lam sai lech ang
ke ket qua tong so iem quan trong, va quan trong hn la lam thay oi ket
qua cua cac bc tiep theo.
1.5 Giai phap khac phuc iem han che cua qui trnh xay dng chien lc
kinh doanh
Nham khac phuc mot phan iem han che trong qui trnh xay dng
chien lc kinh doanh c e cap {1.4}, tac gia e xuat s dung phng
phap xin y kien chuyen gia - Nhng chuyen gia trong lnh vc nghien cu,
23
giang day ve chien lc kinh doanh va cac nha quan ly doanh nghiep nganh
da giay.
Noi dung xin y kien chuyen gia tap trung vao 2 van e: (1) Xac nh
danh muc cac yeu to moi trng (v mo, vi mo), danh muc cac yeu to noi bo
co anh hng en ket qua SXKD cua doanh nghiep, danh muc cac yeu to co
anh hng quyet nh en nang lc canh tranh cua doanh nghiep; (2) Mc
o quan trong cua cac yeu to. Hnh thc phong van trc tiep c ap dung
trong viec xin y kien cac chuyen gia. Viec xin y kien c thc hien vi 30
chuyen gia.
Phieu xin y kien chuyen gia la cong cu chnh e thu thap d lieu.
Trong o cha ng cac phat bieu ve: cac yeu to v mo (bien a), cac yeu to
vi mo (bien b), cac yeu to noi bo (bien c) co anh hng en ket qua SXKD
cua doanh nghiep; cac yeu to co anh hng quyet nh en nang lc canh
tranh cua doanh nghiep (bien d). Thang o c s dung la thang o khoang
(Interval scale) 5 bac (t 1- Hoan toan khong quan trong, en 5- Rat quan
trong) nham phat bieu anh gia cua cac chuyen gia ve mc o quan trong
cua cac yeu to. Cong cu kiem nh trung bnh Mean e anh gia tng hp
mc o quan trong cua cac yeu to [14].
Ket qua xin y kien chuyen gia ve mc o quan trong cua cac yeu to
anh hng en ket qua SXKD cua doanh nghiep nganh da giay (c tong
hp phan tch bang cong cu: Analysis/ Scale/...) phan anh y kien cua cac
chuyen gia thong qua iem (gia tr) mc o quan trong trung bnh (mean)
cua cac yeu to. Mc o quan trong cua moi yeu to trong cac ma tran
EFE; IFE, ma tran hnh anh canh tranh c xac nh bang iem mc o
24
quan trong trung bnh cua yeu to o chia cho tong so iem trung bnh cua
tat ca cac yeu to trong ma tran.
Tom tat chng 1:
Muc ch cua chng nay la a ra mot cai nhn tong quat ve chien
lc kinh doanh, nh ngha cac thuat ng va cac hoat ong c ban trong qua
trnh xay dng, thc hien, va kiem tra anh gia mot chien lc kinh doanh
cap cong ty mot cach hoan chnh, mot mo hnh hp nhat thc tien cua cac
qua trnh quan tr chien lc. Co the noi viec van dung cac kien thc, cong
cu, va cac mo hnh ly thuyet e xay dng chien lc kinh doanh oi vi mot
doanh nghiep la viec khong the thieu, nhat la trong giai oan hien nay.
25
CHNG 2
MOI TRNG KINH DOANH CUA CONG TY CO PHAN 32
Muc ch cua chng nay la phan tch cac yeu to moi trng kinh
doanh (bao gom cac c hoi nguy c, cac iem manh iem yeu) va mc
o anh hng cua chung en ket qua SXKD cua Cong ty co phan 32, bieu
hien thong qua cac ma tran: ma tran cac yeu to ben ngoai (EFE); ma tran
cac yeu to ben trong (IFE); ma tran hnh anh canh tranh. Lam c s d lieu
cho viec xay dng ma tran SWOT phuc vu cho qua trnh hnh thanh cac
chien lc cua Cong ty co phan 32.
2.1 Gii thieu ve Cong ty co phan 32
2.1.1 Lch s hnh thanh va phat trien
Cong ty co phan 32 hien nay, tien than la Cong ty 32- Bo Quoc Phong
c thanh lap va hoat ong t nam 1980 cho en nay. T khi thanh lap ch
la 1 X nghiep nho chuyen san xuat cac mat hang quan trang phuc vu Quan
oi nh: giay, dep, mu, ba lo, quan ham, quan hieu Qua qua trnh xay dng
va phat trien en nay, cong ty a tr thanh mot trong nhng cong ty co uy tn
trong va ngoai nc, vi 5 x nghiep thanh vien, tong so lao ong la 2.180
ngi. San pham cua cong ty a xuat khau i nhieu nc tren the gii.
Vi nhng thanh tch a at c: Nam 2005, cong ty a vinh d c
ang va Nha nc tang thng Huan chng lao ong hang nhat; Nhieu
nam lien c Bo Quoc Phong tang c thi ua " n v dan au phong trao
thi ua quyet thang"; Nam 2006, cong ty a c to chc UKAS cap chng
nhan at tieu chuan he thong quan ly chat lng ISO 9001: 2000; Nam 2007,
26
cong ty c Lien hiep cac hoi khoa hoc va ky thuat Viet Nam bnh chon la
mot trong 10 doanh nghiep at danh hieu " Cup vang thng hieu Viet hoi
nhap WTO". Cung trong nam 2007, Cong ty 32 a thc hien chuyen oi
thanh cong sang cong ty co phan, vi ten goi: CONG TY CO PHAN 32.
2.1.2 Thong tin c ban cua doanh nghiep
Ten cong ty:
CONG TY CO PHAN 32
32JSC
Website: congty32.com
27
TNG GIM C
PH TNG GIM C
(Ph trch ni chnh)
Phng
T chc Hnh chnh
Phng
Ti chnh K ton
Cc n v sn xut trc
PH TNG GIM C
(Ph trch SX - KD)
Phng
Sn xut- Kinh doanh
Phng
K thut Cng ngh
X nghip
32.1
Chi nhnh
Cng ty CP 32
ti H Ni
X nghip
32.3
Chi nhnh
Cng ty CP 32
ti k Lk
X nghip
32.5
X nghip
Thng Mi
28
29
9 San xuat giay vai, giay da, va cac san pham tap trang cung ng cho
nhu cau quoc phong an ninh c goi chung la Hoat ong san xuat
quoc phong.
9 San xuat giay vai, giay da bao ho lao ong, giay da ong phuc, thi
trang tieu thu noi a va xuat khau.
9 Gia cong xuat khau cac san pham giay thi trang n, ao jacket, valy,
tui, cap.
9 San xuat e giay (Cao su, PVC, PU), dao chat.
9 Kinh doanh thng mai cac mat hang, trang b bao ho lao ong, ong
phuc.
9 Kinh doanh dch vu; cho thue mat bang, nha xng.
2.2 Moi trng kinh doanh cua Cong ty co phan 32
2.2.1 Moi trng v mo
2.2.1.1 Cac yeu to chnh phu va chnh tr
Viet Nam la mot trong nhng quoc gia co nen chnh tr on nh, ang
m rong quan he oi ngoai theo hng a dang hoa, a phng hoa, quan
he kinh te ngay cang m rong, tham gia vao nhieu cac to chc kinh te quoc
te cung co v the cua Viet nam tren trng quoc te. ang va Nha nc ta a
va ang co nhng chnh sach phu hp e tap trung phat trien kinh te- xa hoi
vi s tham gia cua cac thanh phan kinh te theo nh hng XHCN, nham
duy tr ty le tang trng GDP vi toc o cao trong thi gian ti.
Quoc hoi va Chnh phu ang ieu hanh nen kinh te mot cach nang
ong va hieu qua, cam ket manh me oi vi tien trnh cai cach hanh chnh,
cai cach toan dien nen kinh te xa hoi, xay dng moi trng kinh doanh
30
ngay cang hoan thien, hieu qua hn. He thong phap luat tiep tuc c xay
dng va sa oi hoan chnh. Tuy nhien tnh trang suy thoai ve ao c, loi
song, tnh trang tham nhung, lang ph trong mot bo phan can bo cong chc
con ton tai, viec au tranh vi cac te nan nay con gap nhieu kho khan th
thach.
Trong cac quan he song phng va khu vc ben canh nhng yeu to
tch cc van con ton tai mot so bat ong; Tranh chap khu vc Bien ong con
tiep tuc dien bien phc tap, lien quan en nhieu nc, chu quyen lanh tho
quoc gia van tiem an nhng nguy c b e doa. trong nc s chong pha
cua cac the lc thu ch cha phai a cham dt. Ben canh nhiem vu phat
trien kinh te chung ta van can phai tiep tuc xay dng quan oi chnh qui,
hien ai ap ng c yeu cau xay dng va bao ve to quoc.
2.2.1.2 Cac yeu to kinh te
Nc ta ang ngay cang hoi nhap vao nen kinh te khu vc va the gii.
Viec Viet Nam tr thanh thanh vien chnh thc cua To chc thng mai the
gii (WTO) a va ang tao nhieu c hoi va thach thc cho cac doanh nghiep.
Tnh hnh suy thoai kinh te the gii a co tac ong trc tiep en cac nen
kinh te trong o co Viet Nam, nganh da giay va Cong ty co phan 32. Nen
kinh te Viet Nam hien ang la nen kinh te co o m ln va toc o m
nhanh, do o de b anh hng t nhng bien ong cua th trng the gii.
Bao cao moi trng kinh doanh nam 2008 cua Ngan hang the gii
(WB), moi trng kinh doanh cua Viet Nam c xep hang 91 trong 187 nen
kinh te c khao sat, va thang hang 13 bac so vi nam trc [15]. Khac vi
nhan nh tren, gan ay (20/03/2009), tap ch Forbes cong bo ban xep hang
31
moi trng kinh doanh thuan li [3], theo o Viet Nam c xep hang th
113 ve moi trng kinh doanh thuan li trong tong so 127 quoc gia c em
ra so sanh, anh gia. Viet Nam ng sau tat ca cac nc ong Nam A c
xep hang, sau ca Campuchia (hang 112).
Toc o tang trng GDP (Bang 2.1) hang nam t 2004 en 2007 cua
Viet Nam at tren 7,5%, nam 2008 mac du b anh hng tac ong cua suy
thoai kinh te the gii van at c 6,23% so vi nam 2007. Viet Nam la mot
trong nhng nc co toc o tang trng GDP cao, va on nh nhat tren the
gii.
Bang 2.1: So lieu kinh te v mo chu yeu cua Viet Nam giai oan 2004-2008.
Ten ch tieu
GDP gia thc te(nghn ty ong)
GDP gia so sanh(nghn ty ong)
Toc o tang trng GDP (%)
Ty le lam phat (%)
Tham hut mau dch (trieu USD)
Von au t gia thc te (ng.ty ong)
Trong o: T nc ngoai (n.ty)
2004
715.31
351.63
7.79
9.50
5,483.80
290.93
41.34
2005
839.21
393.10
8.43
8.40
4,536.10
343.14
51.10
2006
974.30
425.40
8.17
6.60
4,805.00
404.71
65.6
2007
1,143.70
461.30
7.52
12.63
5,565.00
521.70
129.30
2008*
1,477.70
489.80
6.23
18.50
14,204.0
32
33
thong tin thuc ay xa hoi Viet Nam ngay cang hoa nhap vao cong ong quoc
te. Vi qui mo dan so tren 85 trieu ngi, c cau dan so tre, thong minh va
tran ay nhiet huyet, ty le dan so trong o tuoi lao ong cao ha hen mot th
trng tieu thu tiem nang.
2.2.1.4 Cac yeu to ky thuat cong nghe.
Xu hng nghien cu va ng dung khoa khoc cong nghe phat trien
manh me, ac biet la ng dung cong nghe hoa, t ong hoa trong hoat ong
san xuat kinh doanh trong hoat ong nghien cu, thiet ke, quan tr san xuat,
va tieu thu san pham.
2.2.2 Moi trng vi mo (Moi trng nganh da giay Viet Nam)
2.2.2.1 Tong quan ve nganh Da- giay Viet Nam.
Nganh Da Giay la mot nganh kinh te cong nghiep co y ngha quan
trong trong he thong nganh kinh te nc ta hien nay. Co toc o tang trng
gia tr san xuat cong nghiep bnh quan khoang 18%/ nam trong giai oan
2004 2008 (Bang 2.2).
Bang 2.2: Gia tr SXCN nganh da giay Viet Nam (2004-2008)
STT Ten ch tieu
2004
2005
2006
2007
2008*
16,018
18,920
22,496
27,218
31,219
18.34%
18.12%
18.90%
20.99%
14.70%
34
s, ho gia nh, lang nghe... chiem 9% lc lng lao ong cong nghiep, ong
gop ang ke trong viec tao va giai quyet viec lam. Nen mac du khong phai
la nganh co the em lai ty le li nhuan kinh te cao nhng lai co y ngha kinh
te xa hoi ln.
Viet Nam hien la nc xuat khau giay dep ng th 4 tren the gii,
vi kim ngach xuat khau nam 2008 at 4,768 ty USD (Hnh 2.2), c xac
nh la nganh co nhieu kha nang e gia tang kim ngach xuat khau thong qua
m rong san xuat, a dang hoa th trng xuat khau va tang cng ham
lng gia tr tao mi cua san pham bang cach tap trung vao khau nghien cu
va phat trien san pham (R&D). Kim ngach xuat khau giay dep cua Viet
Nam en nam 2010 d bao se at 6,2 ty USD, at toc o tang bnh quan
11,9%/ nam. Viet Nam se tr thanh mot a iem au t ly tng cho cac
nha san xuat Da- giay.
Hnh 2.2:
35
Tuy nhien, do anh hng khung hoang kinh te toan cau, d bao ve
tong gia tr san lng cong nghiep, va toc o tang trng cua nganh Da giay
giai oan 2010 -2020 (bang phng phap hoi qui) cho ket qua sau: Phng
trnh hoi qui co dang: Yt = 1961,656t 1259,493; va ket qua d bao xem
(Bang 2.3).
Bang 2.3: D bao GTSL cong nghiep, va toc o tang trng cua nganh Da
giay t 2009-2020
GTSL cong nghiep nganh da giay VN
t 1995 - 2008
Nam
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
ti
1
2
3
4
5
6
7
8
9
10
11
12
13
14
D bao
GTSL cong nghiep nganh da giay
VN t 2009 - 2020
16.76%
25.18%
48.01%
7.08%
9.07%
14.58%
7.65%
16.45%
21.99%
18.34%
18.12%
18.90%
20.99%
14.70%
18.42%
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
ti
15
16
17
18
19
20
21
22
23
24
25
26
-9.78%
6.96%
6.51%
6.11%
5.76%
5.45%
5.17%
4.91%
4.68%
4.47%
4.28%
4.11%
4.05%
Ghi chu: GTSL cong nghiep tnh theo gia so sanh nam 1994.
Nguon: Tong cuc thong ke; Phan d bao do tac gia thc hien can c
vao Phng trnh hoi qui.
36
Nganh Da- Giay Viet Nam cung ang oi mat vi khong t kho khan,
thach thc: Nguon nguyen phu lieu chu yeu nguon nguyen phu lieu chu yeu
da vao nhap khau, cong tac nghien cu thiet ke va phat trien san pham,
xuc tien thng mai, quang ba thng hieu cha c quan tam ung mc,
hang gia cong chiem ty trong ln, Cac doanh nghiep Viet Nam b kien len
Uy ban Chau Au ve viec ban pha gia san pham giay co mu da tai th trng
Chau Au, trong o co Cong ty co phan 32.
Bo cong Thng a e ra cac giai phap chung e ay manh xuat khau
cho nganh Det may Da giay en 2010. Trong o co mot so giai phap c
tac gia quan tam nh sau:
9 Hnh thanh Ch nguyen phu lieu cho nganh Det may Da giay. Cho
phep nha au t nc ngoai vao au t xay dng va kinh doanh ch
nguyen phu lieu cho nganh.
9 M rong th trng xuat khau, tang cng cac bien phap xuc tien
thng mai, tang cng nang lc thiet ke mau ma san pham, gia tang
san xuat nguyen phu lieu trong nc.
2.2.2.2 Th trng san pham cua nganh Da- giay Viet Nam
San pham giay dep noi chung thuoc mat hang thiet yeu oi vi ngi
tieu dung. Tuy nhien, ben canh tnh thiet yeu no con co tnh chat thi trang,
lam ton them ve ep, s lch lam, sang trong cua con ngi nen nhu cau cua
con ngi oi vi san pham nay phu thuoc kha nhieu vao thu nhap, ieu
kien t nhien (kh hau, tap quan, van hoa). Noi cach khac, cau ve san pham
giay dep trong dan c co o co dan nhieu.
37
Th trng giay dep trong nc trong thi gian qua co bc phat trien
nhanh ca ve lng va chat. Do i song, thu nhap cua dan c tang nen nhu
cau ve giay dep cung tang. Song neu nghien cu sau vao cac phan khuc th
trng th co le toc o tang trng cua cac phan khuc th trng khong eu
nhau. Hien tai cha co mot nghien cu chnh thc nao i sau vao van e
nay, theo quan iem cua tac gia th co the thay rang: Phan khuc th trng
giay - dep a dung (bao gom giay, dep n va tre em) co toc o tang trng
ln nhat (c tnh tren 15%/ nam), ngi dan a chuyen t quan iem Benchac- re sang Thi trang - ep tien dung. Ke do la phan khuc th
trng giay thi trang, ong phuc van phong co toc o tang trng khoang
10% nam. Cac phan khuc khac co toc o tang trng mc thap hn. Tren
th trng noi a ve dep th co tren 80% do cac doanh nghiep trong nc san
xuat, nhng ve giay th lai ngc lai, co en tren 60% lng giay co xuat x
t trung quoc vi u iem; thi trang, mau ma ep, gia re (ac biet la giay
n va tre em). giay noi a thng chiem lnh cac phan khuc; giay da nam,
giay ong phuc van phong, giay bao ho lao ong...
Viet Nam hien la nc co san lng va gia tr xuat khau giay dep
ng th 4 tren the gii. Th trng xuat khau tiem nang cua nhom mat hang
nay la cac nc phat trien co sc mua ln nh: Hoa Ky, EU, Canada, Nhat
Ban. Ben canh o con co cac th trng khong ln nhng phu hp vi nang
lc san xuat cua cac doanh nghiep viet Nam nh: Malaixia, Nga, ong Au,
Trung ong, va Chau phi.
2.2.2.3 Nha cung ng
38
Nguyen vat san xuat cua nganh da giay chiem en 80% gia tr cua
san pham trong o nganh thuoc da ong vai tro quan trong nhat. Theo Hiep
hoi da giay Viet Nam (LEFASO), nhu cau da thuoc nam 2007 cua toan
nganh at khoang 350 trieu feet vuong, trong khi o san xuat trong nc
(gom ca cac doanh nghiep FDI) ch ap ng c khoang 20% nhu cau, 80%
con lai phai nhap khau. Nganh san xuat phu lieu con tram trong hn, cac
doanh nghiep trong nc mi ch san xuat c mot vai mat hang rat han
che nh: day giay, e giay, nhng lai gan nh bo ngo cac san pham khoen,
khoa, moc, trang tr tren giay.
Vi thc trang nganh san xuat nguyen phu lieu trong nc om yeu,
que quat, va manh mun nh vay, ieu de hieu la viec to chc cung ng
nguyen phu lieu cho cac doanh nghiep san xuat nganh da giay (va ca Det
may) cha c Nha nc va cac doanh nghiep quan tam thoa ang. Cac
doanh nghiep thng khong co ay u thong tin ve th trng, khi co nhu cau
th mi i tm kiem thong tin ve san pham. ieu quan trong la can phai xay
dng nhng trung tam giao dch nguyen phu lieu cho nganh det may lam c
s e thuc ay va cai thien hoat ong cung ng nguyen vat lieu cho nganh
Det may- Da giay.
2.2.2.4 Cac oi thu canh tranh cua Cong ty co phan 32
Tren bnh dien quoc te, Trung Quoc la oi thu canh tranh ln nhat, co
sc anh hng ln va trc tiep en th trng giay dep the gii va khu vc
(trong o co ca Viet Nam). Mot so cac quoc gia khac cung co kha nang canh
tranh cao oi vi Viet Nam trong lnh vc nay phai ke en; An o, Braxin,
Banglaet, va mot so nc khac.
39
Trong nc, so lng cac doanh nghiep nganh Da giay cung rat ln,
ch tnh rieng Hiep hoi Da- Giay Viet Nam (LEFASO) a co 185 doanh
nghiep thanh vien. trong o co 152 doanh nghiep san xuat giay, thuoc nhieu
thanh phan kinh te. Cac doanh nghiep san xuat tap trung vao cac mat hang:
giay the thao, giay n, giay tre em la chu yeu (Chiem tren 80% san lng
toan nganh). Cac doanh nghiep co san xuat, kinh doanh cac san pham cung
loai (co kha nang thay the) vi Cong ty co phan 32 ch co 5 doanh nghiep
ien hnh. o la:
Cong ty co phan 26 co tru s chnh tai Khu cong nghiep Sai ong,
phng Phuc ong, quan Long Bien, Ha Noi. La mot doanh nghiep
co kinh nghiem san xuat giay vai, giay da t nam 1991 en nay, co
qui mo san xuat giay tng ng cong ty CP 32 (giay vai 500.000
oi/ nam, giay da 230.000oi/ nam). Tong so lao ong hien co 1.940
ngi. La doanh nghiep Nha nc c tien hanh co phan hoa nam
2006.
Cong ty may 19/5 (Bo Cong an) co tru s chnh phng Thanh Xuan
Bac, quan Thanh Xuan, Ha noi, la mot doanh nghiep nha nc trc
thuoc Tong cuc Hau can Bo Cong An, chuyen san xuat cac san
pham quan trang (quan ao, giay, dep...) trang b cho cac lc lng cua
Bo Cong An. Co kinh nghiem san xuat giay da t nam 2001 cho en
nay, qui mo san xuat 100.000 oi/ nam.
Cong ty co phan Giay Viet (Vina Giay) co tru s chnh tai 180-182,
Ly Chnh Thang, P.9, quan 3, TP. Ho Ch Minh. La doanh nghiep co
thng hieu Vina Giay kha noi tieng ve san pham giay da Viet
40
Nam t nam 1990 en nay, co nang lc san xuat giay dep cac loai len
en tren 1 trieu oi/ nam. iem manh cua cong ty la s hu 1 thng
hieu manh, cung vi mot he thong chi nhanh, ca hang kinh doanh
ban le nhieu thanh pho tren ca nc. Cong tac nghien cu th
trng, da dang hoa mau ma san pham rat c chu trong, thng
xuyen co ti 500 mau ma khac nhau e phuc vu khach hang.
Cong ty CP XNK da giay Sai Gon (Laprodexim Sai Gon) co tru s
chnh tai 14, Nguyen Hue, Q.1, TP. Ho Ch Minh. La cong ty co nang
lc san xuat giay da vi qui mo ln chu yeu la xuat khau. iem manh
cua cong ty la kha nang manh ve tai chnh, qui mo san xuat ln at
tren nhieu tnh thanh trong ca nc. Tuy nhien, cong ty ang co xu
hng chuyen hng sang nganh khac nh: cao su, du lch, au t xay
dng.
Cong ty TNHH nha nc 1 thanh vien giay Thng nh co tru s tai
277/ km8, ng Nguyen Trai, quan thanh Xuan, Ha Noi, la doanh
nghiep co be day kinh nghiem san xuat giay vai ( t nam 1957 en
nay). Nang lc san xuat giay vai 4,5 trieu oi/ nam, giay da 500.000
oi/ nam. Cong ty co th phan giay bao ho lao ongchiem ti 20% va
co xu hng tang trong thi gian gan ay. Cong ty co 7 day chuyen
san xuat giay, dep vi tren 2.000 CBCNV, von phap nh cua cong ty
(nam 2006) la 50 ty ong.
Nang lc canh tranh cua Cong ty co phan 32 so vi cac doanh nghiep
trong the hien cac ma tran hnh anh canh tranh.
41
m c o
quan
tro ng
TB
Mc
o
quan
trong
Cong ty
Cong ty
Cong ty
CP 32
CP 26
19/5
lo ai
4.17
0.071 3.20
0.23 3.00
0.21
2.50
0.18
3.97
0.068 2.59
0.18 3.20
0.22
2.80
0.19
3.97
0.068 2.50
0.17 3.00
0.20
2.30
0.16
3.47
0.059 3.00
0.18 3.00
0.18
2.50
0.15
4.30
0.073 3.00
0.22 3.20
0.23
3.00
0.22
6 Ky na ng quan tr ieu ha nh DN
3.63
0.062 2.99
0.19 3.30
0.20
3.00
0.19
4.03
0.069 2.67
0.18 2.80
0.19
2.50
0.17
3.57
0.061 4.00
0.24 3.50
0.21
3.30
0.20
4.03
0.069 4.00
0.27 4.00
0.27
3.00
0.21
3.60
0.061 2.99
0.18 2.70
0.17
2.50
0.15
4.33
0.074 3.50
0.26 2.85
0.21
2.50
0.18
12 Th pha n
3.47
0.059 3.00
0.18 3.00
0.18
2.70
0.16
3.97
0.068 2.12
0.14 3.50
0.24
3.30
0.22
4.13
0.070 3.00
0.21 3.00
0.21
2.80
0.20
4.07
0.069 3.40
0.24 3.50
0.24
3.20
0.22
3.06
3.17
Tong co ng
58.70
1.00
2.79
Nguon: Tong hp y kien chuyen gia; va Phieu ieu tra tai Cong ty co phan 32
Mot tap hp gom 15 yeu to ben trong c cho la co tac ong quyet
nh en nang lc canh tranh cua doanh nghiep (xem Danh sach bien D), cac
yeu to nay c cau truc thanh cac bien quan sat (Scale items) nham xem
xet mc o quan trong cua chung en nang lc canh tranh cua doanh nghiep.
Thang o c s dung la thang o khoang 5 bac (Interval scale) nham phat
bieu anh gia cua cac chuyen gia ve mc o quan trong cua cac yeu to. Can
c vao ket qua tong hp y kien nhan nh cua cac chuyen gia ve mc o
42
quan trong cua cac yeu to. Mc o quan trong cua cac yeu to c xac nh
tren c s iem mc o quan trong trung bnh (mean) cua cac yeu to (Phu
luc so ).
Ma tran hnh anh canh tranh nhom 1 (Bang 2.4) cho thay: Dan au la
Cong ty co phan 26 (3,17 iem); theo sat la Cong ty co phan 32 (3,06 iem);
va cuoi cung la Cong ty may 19/5 (2,79 iem).
Bang 2.5: Ma tran hnh anh canh tranh nhom 2
iem
TT
mc o
quan
trong
TB
Mc
o
Cong ty
Cong ty CP
Cong ty CP
CP 32
Giay Viet
quan
trong
phan
quan phan
quan
phan
quan
loai
trong
loai
trong
loai
trong
4.17
0.071
3.20
0.23
3.6
0.26
0.21
3.97
0.068
2.59
0.18
3.2
0.22
2.8
0.19
3.97
0.068
2.50
0.17
0.20
2.5
0.17
3.47
0.059
3.00
0.18
3.5
0.21
0.18
4.30
0.073
3.00
0.22
3.3
0.24
0.22
3.63
0.062
2.99
0.19
0.19
0.19
4.03
0.069
2.67
0.18
3.5
0.24
0.27
3.57
0.061
4.00
0.24
3.5
0.21
0.18
4.03
0.069
4.00
0.27
0.27
0.27
3.60
0.061
2.99
0.18
2.7
0.17
2.2
0.13
4.33
0.074
3.50
0.26
2.8
0.21
2.05
0.15
12 Th phan
3.47
0.059
3.00
0.18
3.2
0.19
2.4
0.14
3.97
0.068
2.12
0.14
3.5
0.24
3.5
0.24
4.13
0.070
3.00
0.21
3.5
0.25
2.4
0.17
4.07
0.069
3.40
0.24
2.7
0.19
3.5
0.24
58.70
1.00
Tong cong
3.06
3.27
2.96
Nguon: Tong hp y kien chuyen gia; va Phieu ieu tra tai Cong ty co phan32
43
Ma tran hnh anh canh tranh nhom 2 (Bang 2.5) cho thay: Cong ty co
phan Giay Viet dan au (3,27 iem); ng th 2 la Cong ty co phan 32 (3,06
iem); Cong ty co phan XNK da giay Sai Gon(2,96 iem) ng cuoi bang.
Bang 2.6: Ma tran hnh anh canh tranh nhom 3
iem
TT
mc o
quan
trong
TB
Mc
o
Cong ty
Cong ty
Cong ty Giay
CP 32
CP 26
Thng nh
loai trong
4.17
0.071
3.20
0.23 3.00
0.21
3.50
0.25
3.97
0.068
2.59
0.18 3.20
0.22
3.00
0.20
3.97
0.068
2.50
0.17 3.00
0.20
3.00
0.20
3.47
0.059
3.00
0.18 3.00
0.18
3.50
0.21
4.30
0.073
3.00
0.22 3.20
0.23
3.40
0.25
3.63
0.062
2.99
0.19 3.30
0.20
3.00
0.19
4.03
0.069
2.67
0.18 2.80
0.19
3.50
0.24
3.57
0.061
4.00
0.24 3.50
0.21
4.00
0.24
4.03
0.069
4.00
0.27 4.00
0.27
4.00
0.27
3.60
0.061
2.99
0.18 2.70
0.17
3.00
0.18
4.33
0.074
3.50
0.26 2.85
0.21
3.00
0.22
12 Th phan
3.47
0.059
3.00
0.18 3.00
0.18
3.20
0.19
3.97
0.068
2.12
0.14 3.50
0.24
3.60
0.24
4.13
0.070
3.00
0.21 3.00
0.21
3.00
0.21
4.07
0.069
3.40
0.24 3.50
0.24
3.60
0.25
58.70
1.00
3.06
3.17
Tong cong
3.35
Nguon: Tong hp y kien chuyen gia; va Phieu ieu tra tai Cong ty co phan 32
Ma tran hnh anh canh tranh nhom 3 (Bang 2.6) cho thay: Cong ty
TNHH nha nc 1 thanh vien giay Thng nh dan au (3,27 iem); ng
44
45
46
47
Khi xem xet, anh gia hoat ong cua Cong ty co phan 32, cac yeu to
moi trng v mo neu tren eu co tac ong trc tiep (hoac gian tiep) en
hoat ong cua cong ty. Cong ty co phan 32 a co nhng no lc va quyet tam
nhat nh nham tranh thu, tan dung moi c hoi e phuc vu cho muc tieu kinh
doanh cua mnh. iem phan loai anh gia s thch ng cua cong ty CP 32
oi vi cac yeu to moi trng c cho ma tran cac yeu to ben ngoai
(Bang 2.7). Vi tong so iem quan trong la 3,08 ta thay Cong ty co phan 32
co kha nang tan dung cac c hoi hien co cung nh toi thieu hoa cac nguy c
ben ngoai mc kha.
Bang 2.7: Ma tran EFE cua cong ty co phan 32
Ten
bien
a1
a2
a3
a4
a5
a6
a7
a8
a9
a10
b1
b2
b3
b4
b5
b6
b7
b8
Cac yeu to
S on nh ve CT-XH
Toc o tang trng GDP
Ty le lam phat
Suy thoai kinh te tren toan cau
He thong phap luat
Quan he hp tac song phng
Cac bat ong va tranh chap lanh tho
Cac YT van hoa, xa hoi, giao duc
ieu kien t nhien, v tr a ly
S phat trien khoa hoc cong nghe
Th trng trong nc
Th trng xuat khau
Th trng NPL trong nc
Th trng NPL nhap khau
oi thu canh tranh quoc te
Nhng DN gia nhap th trng
Cac san pham thay the
Mc o tham dung von/ lao ong
Tong cong
Means
4.10
4.23
4.10
4.07
2.80
3.67
2.97
4.27
3.20
3.37
3.93
4.30
3.93
4.07
4.03
3.03
4.17
4.23
68.47
Mc o
iem
iem
quan trong
0.24
0.25
0.18
0.18
0.12
0.21
0.09
0.19
0.14
0.15
0.17
0.25
0.11
0.24
0.12
0.13
0.18
0.12
3.08
48
49
Goodyear c anh gia la kha hien ai; 08 day chuyen may vi tren 370
may may va cac may moc thiet b chuyen dung hien ai.
Ben canh o, cong ty cung thc hien lien ket kinh doanh vi mot so
oi tac trong va ngoai nc san xuat cac san pham phu tr cho nganh cong
nghiep giay (nh: dao chat; boi vai; e giay) nham tan dung nang lc cua
doanh nghiep, ong thi chu ong hoan chnh cong nghe san xuat giay.
Qui mo tai chnh nam 2007 cua Cong ty co phan 32 nh sau:
Tong tai san: 173.457.431.912 ong. Trong o:
Tai san ngan han: 112.532.274.222ong;
Tai san dai han:
N phai tra:
Von chu s hu:
60.925.157.690ong;
114.450.446.221 ong;
59.006.985.691 ong.
50
Bang 2.8: Tong hp ket qua hoat ong SXKD t 2005-2008 cua Cong ty co
phan 32.
TT
Ch tieu
156,223
173,959
161,065
166,985
156,223
173,954
161,065
150,744
137,466
148,281
142,791
16,241
18,757
25,673
18,274
770
894
1,172
2,234
19
27
219
435
2,042
2,953
2,891
2,467
9,651
11,728
11,481
8,124
5,299
4,943
12,255
9,482
497
151
61
876
12 Chi ph khac
175
41
89
89
13 Li nhuan khac
322
110
(28)
787
5,622
5,052
12,227
10,269
1,482
1,246
3,386
2,875
4,139
3,807
8,841
7,394
51
trong nc. (3) Cung ng san pham giay vai, giay da, trang b bao ho lao
ong trong nc.
oi vi nhom nganh hang giay vai, giay da, va cac san pham tap
trang cung cap cho Bo Quoc Phong, Bo Cong An (Nhom hang Quoc phong
An ninh) la phan khuc th trng truyen thong cua cong ty. Tham gia cung
hang hoa cho phan khuc th trng nay con co cac cong ty nh: Cong ty co
phan 26, Cong ty may 19/5 (Bo Cong an). Do ac iem hang hoa phuc vu
cho muc ch quoc phong an ninh nen hnh thc cung ng la ch nh thau,
au thau han che, hoac nhan cac n at hang trc tiep (thong qua c che
duyet gia ban san pham). ac iem cua th trng nay la tnh on nh, t b
canh tranh bi cac doanh nghiep cung nganh khac. Cong ty co phan 32 la
doanh nghiep dan au trong nhom nganh hang nay vi th phan la 42,40%
(nam 2007) (Bang 2.9).
Bang 2.9: Th phan san pham giay vai, giay da, va cac san pham tap trang
nhom hang quoc phong an ninh
TT
Ch tieu
Doanh thu t san xuat
1
hang quoc phong - An ninh
2 Th phan
3 Cac san pham chu yeu
Giay vai chien s
Giay da s quan
Cac SP tap trang
VT
Tr.ong
%
oi
oi
Cai
C.ty CP 32
57,865.69
42.40%
320,670
152,476
957,393
C.ty CP 26
55,025.37
40.32%
332,354
136,872
691,400
42,000
450,000
52
pham, gia ban hp ly do san xuat hang loat tren day chuyen hien ai, nen
khach hang tieu thu ma cong ty nham ti trc tien la oi ngu cong chc,
nhan vien van phong, nhan vien bao ve cua cac c quan, cong s, va cac
doanh nghiep co nhu cau trang b ong phuc cho nhan vien. Ben canh o
cong ty cung tng bc san xuat giay da thi trang nam/ n tieu thu chu yeu
tren th trng noi a. Trong nhom nganh hang nay, cong ty phai canh tranh
trc tiep vi cac thng hieu giay co ten tuoi, uy tn nhieu nam tren th
trng nh: Vina giay, Giay Sai Gon, va mot so thng hieu khac. Tuy
nhien bang chat lng san pham, gia ca hp ly, uy tn va thng hieu cua
cong ty a tao dng c trong th trng Quoc phong an ninh, nen tnh
hnh tieu thu nhom san pham nay cua cong ty at c toc o tang trng
cao trong nhng nam gan ay, toc o tang trng qua cac nam 2005, 2006,
2007 lan lt la: 22,67%; 99,48%; va 39,41% (Bang 2.10).
Bang 2.10: C cau va toc o tang trng doanh thu hang hoa tieu thu tren
th trng trong nc cua Cong ty co phan 32
TT
Ten ch tieu
1 Doanh thu HH tieu thu noi a
Trong o:
- T SX QP - AN
- Toc o tang trng(%)
- T SX SP P, thi trang
- Toc o tang trng(%)
- T SX SP bao ho lao ong
- Toc o tang trng(%)
43,043
14.67%
10,248
22.67%
6,245
8.94%
51,467
19.57%
20,443
99.48%
4,029
-35.48%
57,866
12.43%
28,500
39.41%
4,282
6.28%
63,687
10.06%
27,258
-4.36%
4,424
3.32%
53
th trng nay cac cong ty, va cac c s san xuat nho co u the hn do tan
dung c nguon lao ong gia nh co gia re, linh hoat hn trong viec nam
bat th hieu cua ngi tieu dung, va cuoi cung do san xuat vi qui mo nho ho
co li the trong viec tan dung nguyen phu lieu, vat t trong qua trnh san
xuat.
Trong nhom san pham giay vai, giay da va trang b bao ho lao ong
cong ty cha co nhng bc i phu hp nham chiem lnh th trng co rat
nhieu tiem nang nay. Ban au t uy tn cua giay vai trang b cho quan oi
(noi tieng la ben, chac), dong san pham bao ho lao ong vi thiet ke tng
t a c cong ty a ra th trng va c th trng on nhan. dong san
pham nay c tieu thu chu yeu tai th trng Tay Nguyen, mien ong Nam
Bo trong cac nganh nong nghiep, cong nghiep, xay dng.. Toc o tang
trng cua doanh thu trong phan khuc th trng nay cua cong ty ban t nam
2005 tr ve trc at ket qua kha tot (8,94%). Tuy nhien do sc ep canh
tranh ngay cang gay gat t cac oi thu canh tranh trc tiep nh; Cong ty CP
26, cong ty TNHH NN 1 thanh vien Thng nh, cong ty Lien C, va mot
so cong ty nho khac, nam 2006 doanh so cua san pham giay vai bao ho lao
ong b sut giam (Bang 2.10). Gan ay cung vi s phat trien cua cac nganh
cong nghiep trong nc, nam bat c nhu cau trang b giay da bao ho lao
ong, cong ty a chu ong a ra th trng cac san pham giay da bao ho lao
ong vi nhng ac tnh rieng co (s khac biet) nh: Giay BHL chong
inh, co pho thep bao ve, cach nhiet, chong dau nham tng bc phat trien
th trng nganh hang nay.
54
VT
oi
oi
oi
oi
Cai
oi
Yards
Cai
USD
USD
USD
USD
USD
USD
Nam 2005
Nam 2006
Nam 2007
91,909
3,595,029
80,000
319,865
89,524
11,204,167
6,996,692
235,811
95,150
2,150,840
70,000
199,042
104,537
11,743,649
6,409,772
231,878
86,296
1,297,960
230,860
73,506
7,480,862
6,715,605
231,878
16,810,855
4,611,151
7,977,288
4,594,700
10,420,600
756,706
21,215
953,834
63,800
1,294,330
1,581,959
687,130
141,220
858,665
47,847
3,156,398
3,222,782
684,620
63,066
815,672
34,750
Ghi chu: Gia tr kim ngach xuat khau tnh theo gia FOB.
Nguon: Cong ty co phan 32
Ben canh o, t nam 1990 nham tan dung nang lc san xuat, va tiep
thu cong nghe san xuat mi, cong ty a thc hien lien doanh, lien ket san
xuat di hnh thc gia cong xuat khau vi mot so oi tac nh: Medeed
Corp, Tn Quoc (ai Loan)- san xuat giay n xuat khau, Freetex (Ha Lan)-
55
san xuat ao Jacket xuat khau. Hnh thc san xuat nay phat trien manh t
nam 1990 en-2000. T nam 2000 en nay hnh thc san xuat nay dan b thu
hep va d kien cham dt hoat ong vao cuoi qu I/2009.
Khong ch cung ng cac san pham giay vai, giay da va cac san pham
tap trang cho cac th trng, Cong ty co phan 32 con thc hien lien ket hp
tac san xuat cung ng mot so cac nguyen lieu, ban thanh pham au vao cua
nganh cong nghiep giay cho cac cong ty cung nganh. Nhom san pham nay
gom co: Vai boi, e giay, dao chat... khach hang mua nhom san pham nay
chu yeu la cac cong ty nganh giay co von au t nc ngoai tai Viet Nam.
Cong ty hien ang thc hien cac hnh thc phan phoi san pham qua
cac kenh:
Giao hang trc tiep: Vi hnh thc nay cong ty tien hanh giao hang
trc tiep cho cac khach hang tai cong ty hoac tai a ch do khach
hang ch nh. Hnh thc nay ap dung cho cac n hang thuoc nhom
hang quoc phong an ninh, cac n hang xuat khau, hoac cac n
hang co khoi lng ln, co gia tr kinh te cao. oi vi hang hoa xuat
khau th thc hien giao hang theo qui nh cua hp ong, pho bien
nhat la giao hang theo ieu kien FOB- VN, tai cang hoac ca khau.
Phan phoi qua he thong thng mai cua cong ty: Cong ty co he
thong thng mai gom 4 n v thanh vien (X nghiep thng mai, Chi
nhanh Ha Noi, Chi nhanh ak Lak, va Ca hang GTSP). Cac n v
thng mai thc hien chc nang hoat ong kinh doanh thng mai,
tieu thu san pham cua cong ty (hng chiet khau thng mai) theo a
ban c phan cong. Di cac n v thng mai co cac ai ly tieu
56
thu san pham (cap II). Hnh thc phan phoi nay ap dung cho ca hoat
ong ban s va ban le san pham.
Cong ty quan ly cac n v thng mai theo Quy che quan ly cac
hoat ong thng mai cua Cong ty co phan 32.
2.3.1.3 Hoat ong marketing va ban hang
Xuat phat t hoan canh lch s cu the, hoat ong marketing cua cong
ty t c chu trong va mi c quan tam trong thi gian gan ay. Ve mat
to chc cong ty co mot bo phan chuyen trach marketing trc thuoc Phong
San xuat kinh doanh (Ban nghien cu th trng), vi nhiem vu cu the la
thc hien cong tac tham mu va quan ly cac hoat ong marketing cua cong
ty. Tuy nhien, do thieu mot nh hng chien lc nen ket qua hoat ong
cua bo phan nay con rat nhieu han che, mi ch dng lai cac hoat ong
nh: tiep xuc, trao oi vi cac khach hang ve tieu thu san pham, e xuat vi
lanh ao cong ty ve viec to chc va quan ly cac n v thng mai trc
thuoc, quan ly website cua cong ty, va to chc, quan ly cac hoat ong quang
cao, xuc tien thng mai. Cong tac nghien cu th trng cha c quan
tam ung mc, cha thc hien nghien cu cac van e quan trong nh phan
khuc th trng va nh v san pham. ay la van e cong ty can phai khac
phuc trong thi gian ti ay.
2.3.1.4 Cong tac quan tr va ieu hanh san xuat
Tieu muc nay se tap trung phan tch ve cong tac quan tr tai cong ty
co phan 32 theo cac noi dung: Hoach nh; to chc; ieu khien; va kiem tra
nham mo ta nang lc quan tr cua cong ty.
57
Cong tac hoach nh: Cong ty chu trong xay dng ke hoach trong
ngan han (1 nam). Mat tch cc la a tap trung anh gia phan tch ket qua
ket qua san xuat kinh doanh va cac mat cong tac cua nam trc lam c s
xay dng nhiem vu ke hoach cho nam sau. Nhiem vu nam ke hoach c
xay dng chi tiet cho cac phong, ban, cac n v thanh vien nham thong nhat
nhan thc va hanh ong. Mat tieu cc la do thieu mot chien lc dai han,
cong ty rat de b ton thng trong ieu kien cac yeu to moi trng thay oi
v du nh: viec duy tr hnh thc san xuat gia cong xuat khau hieu qua thap
nhng khong co phng thc san xuat thay the a lam giam hieu qua SXKD
cua cong ty trong mot thi gian dai; viec bien ong lao ong a khien cong
ty phai thu hep san xuat; vu kien chong ban pha gia san pham giay co mu da
vao th trng chau au a lam cong ty mat i mot th trng xuat khau co
tiem nang to ln. V thieu quan tam en cong tac hoach nh trong dai han
nen t trc ti nay cong ty cung cha tng xay dng cac chien lc phat
trien cho trung han, dai han. Cong tac d bao cung cha c chu trong
ung mc nen chat lng d bao cha cao (Bang 2.12).
Bang 2.12: Sai so trong xay dng ke hoach va thc hien
1 Tong doanh thu
Ty le sai so
2 Gia von hang ban
Nam 2005
Nam 2006
Nam 2007
K.hoach T.hien
K.hoach T.hien
K.hoach T.hien
Ty.
140.00
166.98
147.11
156.22 146.32
173.96
%
19.27%
6.20%
18.89%
Ty.
136.11
150.74
142.81
137.47 142.06
148.28
Ty le sai so
3 Tong LN trc thue
%
Ty.
TT
Ten ch tieu
Ty le sai so
VT
3.90
10.75%
5.62
44.31%
4.30
-3.74%
5.05
17.49%
4.26
4.38%
12.23
187.22%
58
cac ch tieu tng ng nam 2006 lan lt la; 6,2%, -3,74%, 17,49%. Nam
2007 lan lt la: 18,89%, 4,38%, 187,22% a minh chng cho nhan nh
tren.
Cong tac to chc: Nam 2008, Cong ty co so lao ong bnh quan la
1.789 can bo, cong nhan vien. Theo tnh chat lao ong gom co: 1.650 lao
ong trc tiep san xuat; 139 lao ong gian tiep. Theo trnh o van hoa,
chuyen mon gom co:
Trnh o ai hoc: 33 ngi;
Cao ang, trung hoc chuyen nghiep: 36 ngi;
Cong nhan ky thuat, lao ong a qua ao tao: 1.720 ngi.
Hnh thc hp tac lao ong gia doanh nghiep va ngi lao ong la
Hp ong lao ong (ngoai tr 03 ngi la ai ien quan ly phan von thuoc
s hu nha nc). Tnh hnh lao ong nhn chung co bien ong ln qua cac
nam, ac biet la lao ong trc tiep san xuat (Bang 2.13), gay cho doanh
nghiep nhieu kho khan trong viec to chc lai lc lng lao ong, cung nh
anh hng tieu cc trong cong tac to chc ieu hanh san xuat, nang suat lao
ong thap.
Chat lng nguon nhan lc cua cong ty co phan 32 c anh gia kha
cao, c cau lao ong hp ly, co tnh ke tha cao. Cong ty luon quan tam boi
dng nang cao tay nghe cho ngi lao ong, viec to chc anh gia trnh o
tay nghe, thi nang bac c to chc hang nam. oi vi lao ong co trnh o
cao (ai hoc, cao ang) ben canh viec bo tr va s dung hp ly cong ty
khong ngng khuyen khch cac can bo quan ly kinh te, ky thuat hoc tap, boi
dng nang cao trnh o chuyen mon nghiep vu, trnh o ngoai ng. Viec
59
tieu chuan hoa cac chc danh can bo quan ly kinh te, ky thuat cung vi viec
cong khai hoa trong cong tac bo nhiem can bo, luan chuyen can bo a tao
nen tang c s trong viec ong vien, khuyen khch ngi lao ong gan bo,
oan ket, tch cc trong cong tac, va khong ngng nang cao trnh o nham
ap ng yeu cau phat trien cua cong ty.
Bang 2.13: Tong hp tnh hnh bien ong lao ong cua Cong ty CP 32
TT
Ten ch tieu
1 Tnh hnh lao ong
Quan so au ky
Quan so giam trong ky
Quan so tang trong ky
Quan so cuoi ky
2 Ty le bien ong lao ong
Bien ong giam lao ong
Bien ong thay the lao ong
Bien ong quan so hang nam
3 Lao ong bnh quan
Nam 2006
Nam 2007
2008
4350
3206
1036
2180
2180
1109
850
1921
1921
1243
979
1657
73.70%
23.82%
49.89%
3265
50.87%
38.99%
11.88%
2050.5
64.71%
50.96%
13.74%
1789
60
chc UKAS cap giay chng nhan nam 2006). Vi he thong cac Thu tuc qui
trnh va cac Hng dan cong viec bao trum cac lnh vc hoat ong nh: San
xuat, cung ng vat t, tieu thu san pham, kiem soat chat lng, nghien cu
phat trien, ky thuat cong nghe, lao ong tien lng, hanh chnh quan tr...
cong tac quan ly hoat ong SXKD cua cong ty a i vao ne nep va bc au
phat huy hieu qua.
Hoat ong cung ng vat t, hang hoa: Cong ty co mot bo phan chuyen
trach (Ban vat t- Phong SXKD) am bao cong tac cung ng vat t hang hoa
cho hoat ong san xuat kinh doanh. Nhiem vu c ban cua bo phan nay la
thc hien cong tac tm kiem cac nha cung cap phu hp, kp thi, thc hien
cac nghiep vu kinh te lien quan en hoat ong mua hang, va quan ly hang
ton kho. Qui trnh cong tac c thc hien theo Thu tuc qui trnh mua sam
vat t hang hoa, qui trnh nhap kho. Do ac iem nganh hang cong ty hien
co hang tram nha cung cap, vi danh muc vat t hang hoa len en tren 4.000
chung loai hang hoa. ang chu y la oi vi nhng vat t chu yeu cong ty
luon chu y la chon nhng nha cung cap co uy tn nham am bao chat lng
vat t hang hoa au vao nh: Tong cong ty cao su, Cong ty cao su 15,16 oi
vi mat hang cao su nguyen lieu; Cong ty da Hng Thai cung cap da nguyen
lieu; mot so cong ty nc ngoai cung cap da nguyen lieu nh Leather
Int(Tay Ban Nha), Dohar Corp (Pakistan), New Leather (An o),...
Cong tac quan ly hang ton kho: Cong ty cha chu trong ap dung cac
mo hnh quan tr hang ton kho nham toi thieu hoa chi ph at hang va ton
tr. Hang hoa c sap xep gon gang khoa hoc am bao an toan PCCC va
ve sinh, he thong so sach quan ly vat t, hang hoa c cap nhat ay u,
61
thong tin trong he thong c trao oi kp thi, co o tin cay cao. Tuy nhien
viec van chuyen vat t hang hoa cha c quan tam c gii hoa, chu yeu la
da vao sc ngi.
Cong tac ieu hanh san xuat: Tong giam oc can c vao ke hoach
san xuat hang nam va cac n hang a c ky ket, giao nhiem vu cho cac
n v thanh vien (can c theo chc nang) thc hien (Phong SXKD la c
quan tham mu giup tong giam oc xay dng cac ke hoach, chng trnh san
xuat cu the, on oc viec thc hien ke hoach, tham gia x ly cac van e phat
sinh trong qua trnh san xuat.
Cac x nghiep thanh vien (X nghiep 32.1; 32.3; 32.5; 32.7) la cac
n v trc tiep thc hien nhiem vu san xuat. Cac n v tien hanh phan bo,
bo tr cac nguon lc am bao cho qua trnh san xuat c tien hanh theo
ung ke hoach e ra. C cau to chc cua cac x nghiep thanh vien gom co;
Ban giam oc, ban nghiep vu, ban ky thuat, va cac phan xng san xuat,
di phan xng co cac to san xuat (la n v san xuat nho nhat).
e giup cac x nghiep t chu trong hoat ong san xuat kinh doanh,
cong ty thc hien khoan chi ph san xuat cho cac x nghiep thanh vien oi
vi tng mat hang cu the can c vao cac ch tieu nh mc kinh te ky thuat
(nh mc nguyen vat lieu, nang suat va cap bac lao ong, qui trnh cong
nghe san xuat). Phong ky thuat cong nghe la c quan tham mu giup tong
giam oc xay dng (hoac tham nh), va ban hanh cac tieu chuan ky thuat,
cac ch tieu nh mc kinh te ky thuat. Cac x nghiep thanh vien thc hien
quyet toan vat t hang hoa theo tng n hang, va quyet toan tai chnh (ghi
62
so) theo nien o ke toan. Cong tac hach toan ke toan c thc hien tap
trung tai Phong tai chnh ke toan cong ty.
Cong tac quan ly ieu hanh san xuat cap phan xng va to san
xuat tai cac x nghiep thanh vien ben canh nhng mat tch cc th van con
ton tai mot so han che nhat nh, o la: (1) Can bo quan ly cap phan xng,
to san xuat thc hien cong tac quan ly nang ve kinh nghiem, cha quan tam
en viec s dung cac kien thc, cong cu quan ly khoa hoc vao thc hanh
cong tac quan ly; (2) Ngi lao ong mai chay theo nang suat ca nhan (cong
oan) ma t quan tam en nang suat tap the (thanh pham) dan en hieu qua
lao ong thap, ban thanh pham ton tren day chuyen san xuat vi so lng
ln.
Cong tac kiem tra: Kiem tra la o lng viec thc hien cac hoat ong
trong qua trnh san xuat kinh doanh, so sanh vi nhng d lieu a c
hoach nh t trc. Neu co sai lech ang ke th phai xac nh nguyen nhan
va tm cach khac phuc.
Viec cong ty ap dung van hanh he thong quan ly chat lng theo tieu
chuan ISO 9001: 2000 t than a bao ham cong tac kiem tra, kiem soat toan
bo he thong. Ve mat nay cong ty a co nhng co gang va thanh cong nhat
nh trong viec bao am thc hien cac muc tieu e ra, sm nhan ra cac sai
lech nay sinh trong qua trnh thc hien va tien hanh ieu chnh. Tuy nhien
viec phan tch cac nguyen nhan gay ra cac sai lech o khong phai luc nao
cung c thc hien mot cach thau ao. Han che trong cong tac kiem tra
cac x nghiep thanh vien the hien: (1) Cong tac quan ly chat lng san
pham thieu tnh khoa hoc, coi nhe qua trnh kiem soat san pham khong phu
63
hp, nang ve kiem tra thanh pham cuoi cung dan en ty le san pham phai
sa cha, h hong cao; (2) Cong tac bao tr, bao dng may moc thiet b t
c quan tam, chu yeu la h au sa o nen thi gian may chet con
nhieu, chi ph s dung may moc thiet b cao.
2.3.1.5 Thc trang tai chnh cua cong ty.
Cac ty so tai chnh quan trong trong anh gia thc trang tai chnh cua
Cong ty co phan 32 c xem xet theo thi gian la t nam 2005 en nam
2007, tai lieu c s dung la Bao cao tai chnh cua Cong ty co phan 32.
Cho thay ket qua sau:
Bang 2.14: Ket qua phan tch tai chnh giai oan 2005-2007cua Cong ty CP 32
Ket qua so lieu phan tch
STT
Nam
2005
Nam
2006
Nam
2007
7.13%
-6.44%
11.35%
11.09%
-10.13%
142.01%
II
2.10
1.96
1.52
1.40
1.45
1.16
1.07
1.08
0.93
III
5.26
4.89
8.39
68.50
73.58
42.90
10.01
6.83
7.79
4.39
4.37
3.13
1.51
1.23
1.00
IV
0.48
0.51
0.66
0.91
1.04
1.94
1.91
2.04
2.94
64
hu
V
1
Cac ty so sinh li
Ty suat sinh li tren doanh thu
2.48%
2.44%
5.08%
3.74%
3.00%
5.10%
9.85%
8.19%
15.58%
*Nhan xet
Toc o tang trng: Tong doanh thu cua Cong ty CP 32 trong gia doan
toan cua cong ty thap va co xu hng giam trong giai oan 20052007. Cong ty bao am thanh toan n bang toan bo tai san. Trong
ngan han, cong ty co kha nang thanh toan moi khoan n. Tuy nhien,
trong trng hp phai thanh toan nhanh (bang tien, tai san tai chnh,
hoac bang von lu ong) th cong ty se gap kho kho khan (v gia tr
th trng cua tai san co the thap hn gia tr tren so sach ke toan). Khi
xem xet c cau n phai tra (nam 2007) th n ngan han chiem ti
84,55% tong n phai tra (96.765.251.533/114.450.446.221 x 100%).
ieu o cho thay, cong ty a va se gap kho khan trong viec viec bao
am nguon von lu ong trong hoat ong san xuat kinh doanh. Ty le
cac khoan phai thu tren cac khoan phai tra qua thap (18,11%) cho
65
thay hoat ong tai chnh cua cong ty co hien tng chiem dung von
cua nha nc, khach hang, va ngi lao ong.
Xem xet Cac ch tieu o lng mc o hoat ong cho thay ch tieu So
vong luan chuyen cac khoan phai thu lan lt la; 5,26; 4,89; va 8,39,
tng ng la ky thu tien bnh quan lan lt la: 69; 74,43 ngay. Nam
2007, ch tieu so vong luan chuyen cac khoan phai thu la 8,39 lan/
nam, va ky thu tien bnh quan la 43 ngay cho thay cong ty a thc
hien thu tien hang rat kp thi, toc o thu hoi tien hang nhanh, cong ty
t b chiem dung von. Mat trai cua no la co the anh hng tieu cc,
gay c che, en he thong tieu thu san pham, va anh hng en khoi
lng hang hoa tieu thu. Cac ch tieu ve Hieu suat s dung tai san cua
cong ty trong giai oan nay thap, va co xu hng giam. Noi mot cach
khac: Cong ty hoat ong di mc tiem nang.
Cac Ty so ve on bay tai chnh cua cong ty eu duy tr mc cao
(xem bang 2.14), va co xu hng tang trong giai oan 2005-2007.
ieu o cho thay, mac du vi qui mo, nang lc tai chnh con han che,
cong ty a rat no lc trong viec nang cao hieu qua hoat ong kinh
doanh thong qua viec s dung cong cu on bay tai chnh va la
chan thue. Tuy nhien, mat trai cua van e la lam cho mc o rui ro
trong kinh doanh cua cong ty tang len.
Cac Ty so ve sc sinh li cua cong ty co xu hng tang trong giai oan
2005-2007. ieu o cho thay hieu qua kinh doanh cua cong ty tng
bc ang c cai thien. Cong ty cha quan tam en viec s dung tai
san co chi ph hoat ong co nh, con goi la cong cu on bay kinh
66
67
Ket qua khao sat anh gia ve nang lc marketing va ban hang cua
cong ty cho thay: Trong tong so 17 cau hoi khao sat co 11 cau tra li Co,
va 6 cau tra li Khong, iem phan loai cho yeu to nay c xac nh la:
11/17 x 4 = 2,59 iem.
Bang 2.15: Ma tran IFE cua Cong ty co phan 32.
Ten
bien
c1
c2
c3
c4
c5
c6
c7
c8
c9
c10
c11
c12
c13
c14
c15
c16
c17
Mc o
quan
trong
TB
4.17
4.30
3.97
3.97
4.53
3.47
4.30
3.50
3.70
3.63
4.03
3.57
4.03
3.27
3.97
4.30
4.03
66.73
Mc o
quan
trong
0.062
0.064
0.059
0.059
0.068
0.052
0.064
0.052
0.055
0.054
0.060
0.053
0.060
0.049
0.059
0.064
0.060
1.00
Phan
loai
2.99
3.43
3.00
2.59
3.50
3.00
2.70
3.00
2.99
3.00
3.00
3.30
2.80
3.00
2.67
2.12
3.00
So iem
quan
trong
0.19
0.22
0.18
0.15
0.24
0.16
0.17
0.16
0.17
0.16
0.18
0.18
0.17
0.15
0.16
0.14
0.18
2.94
Nguon: Tong hp y kien chuyen gia; va Phieu ieu tra tai Cong ty co phan 32
Ket qua khao sat anh gia ve kha nang tai chnh cua cong ty cho thay:
Trong tong so 21 cau hoi khao sat co 14 cau tra li Co, va 7 cau tra li
68
Khong, iem phan loai cho yeu to nay c xac nh la: 14/21 x 4 = 2,67
iem.
Ket qua khao sat anh gia ve Hoat ong nghien cu va phat trien
(R&D) cua cong ty cho thay: Trong tong so 17 cau hoi khao sat co 9 cau tra
li Co, va 8 cau tra li Khong, iem phan loai cho yeu to nay c xac
nh la: 9/17 x 4 = 2,12 iem.
iem phan loai cua cac yeu to con lai c the hien trong ma tran
cac yeu to ben trong (IFE) (Bang 2.15).
Vi so iem quan trong la 2,94 cho thay cong ty ang v tr trung
bnh kha vi chien lc noi bo tong quat. V tr a ly, at ai co li the to
chc hoat ong kinh doanh thng mai ma cha c s dung mot cach hieu
qua la 1 hng can tiep tuc quan tam nghien cu.
Nang lc cua he thong quan tr, nghien cu phat trien, va tai chnh
doanh nghiep, nang lc marketing cha ap ng c yeu cau cho phat trien
trong tng lai cua doanh nghiep. Do o, trong tng lai can co s au t
thch ang e nang cao nang lc cua cac yeu to nay.
2.3.3 Tom tat iem manh - iem yeu cua Cong ty co phan 32.
T nhng phan tch ve moi trng noi bo cua cong ty CP 32 tren, ta
co the rut ra mot so nhan nh ve iem manh iem yeu cua cong ty nh
sau:
2.3.3.1 Nhng iem manh
Cong ty co qui mo SXKD ong bo va hp ly, co kha nang bao am
hoat ong san xuat kinh doanh on nh, thch ng trong ieu kien bien
ong cua th trng;
69
70
CHNG 3
CHIEN LC KINH DOANH
CUA CONG TY CO PHAN 32 EN NAM 2020
Cong ty co phan 32 vi tien than la mot doanh nghiep nha nc, hoat
ong trong lnh vc ac thu kinh te quan s, ket hp vi hoat ong kinh te
dan sinh. Trong suot qua trnh hnh thanh va phat trien, cong ty a at c
nhng thanh tu het sc to ln va quan trong khong the phu nhan c. S
ln manh va phat trien cua cong ty luon gan lien vi nhng hoat ong
nghien cu van dung sang tao khoa hoc kinh te vao mot doanh nghiep cu
the. Viec xay dng mot chien lc kinh doanh oi vi Cong ty co phan 32
khong phai la s phu nhan qua kh phat trien vinh quang cua cong ty, ma
trai lai la s ke tuc cac giai oan phat trien cua cong ty. ieu o ac biet co
y ngha trong giai oan hien nay khi cong ty a chuyen sang mot giai oan
phat trien mi- Cong ty co phan.
3.1 S mang cua Cong ty co phan 32 en nam 2020
3.1.1 Cac can c xac nh
Hoi nhap kinh te quoc te a gop phan thuc ay nganh da giay Viet
Nam nhanh chong phat trien, tham nhap vao th trng khu vc va the gii.
Hnh anh nganh da giay Viet Nam nh mot quoc gia san xuat va xuat khau
tiem nang, th trng xuat khau ngay cang c m rong va on nh, th
trng noi a vi hn 80 trieu dan la mot th trng ay tiem nang. Nganh
du lch phat trien la c hoi e nganh da giay phat trien theo hng xuat khau
tai cho.
71
Mac du b tac ong bi suy thoai kinh te tren pham vi toan cau, d
bao ve toc o tang trng gia tr san lng cong nghiep nganh da giay en
nam 2020 ch tang trung bnh 4,05%/ nam, nhu cau ve san pham giay dep da
trong nc va quoc te van co xu hng tang trng va ngay cang a dang
phong phu.
Nganh da giay Viet Nam ang oi mat vi s canh tranh khoc liet,
toan dien cua Trung Quoc, va mot so quoc gia khac, chu sc ep ve thue
chong ban pha gia khi xuat khau hang hoa vao th trng EU. Nguyen vat
lieu phu thuoc phan ln vao nhap khau, Cha hnh thanh c th trng
nguyen phu lieu nganh Det may Da giay tap trung. La nganh s dung
nhieu lao ong xa hoi, nang suat lao ong thap, va lao ong dch chuyen va
bien ong ln.
Cong ty co phan 32 co nang lc san xuat kinh doanh nganh da giay
phuc vu cho nhu cau quoc phong an ninh, va nhu cau dan sinh, co li the
ve v tr a iem kinh doanh, oi ngu CBCNV co nhieu nam kinh nghiem,
thng hieu cua cong ty c nhieu ngi biet en, va co mot he thong kenh
phan phoi va khach hang truyen thong. Tuy nhien, cong ty cung ang phai
oi mat vi nhng kho khan nh: tnh hnh tai chnh, cong tac nghien cu va
phat trien, nang lc marketing, nang lc cua he thong quan tr. Trong ieu
kien canh tranh tren th trng ca trong va ngoai nc ngay cang gay gat
khoc liet, e am bao muc tieu phat trien ben vng, oi hoi cong ty phai co
nhng giai phap chien lc c ban: Chuyen t chu trng phat trien theo
chieu rong sang tap trung phat trien theo chieu sau vi nhng bc i than
trong, vng chac.
72
73
cung cap cho cac doanh nghiep tren a ban TP. Ho Ch Minh va cac
tnh mien ong Nam Bo;
Lien ket, hp tac vi cac oi tac trong va ngoai nc trong viec
nghien cu phat trien va san xuat cac san pham mi, ac biet la cac
san pham giay trang b cho lc lng vu trang, bao ho lao ong cac
nc trong khu vc, va tren the gii.
3.2 S hnh thanh va la chon cac chien lc bo phan cua Cong ty co
phan 32.
Thc hien khung phan tch hnh thanh chien lc, trong Giai oan
nhap vao Chng 2 ta a tien hanh phan tch, anh gia cac yeu to moi
trng v mo, vi mo va mc o quan trong cua cac yeu to co tac ong en
cong ty qua Ma tran cac yeu to ben ngoai (EFE) (Bang 2.5), va a xac nh
c cac c hoi nguy c co kha nang tac ong en doanh nghiep {2.2.4};
ta cung a phan tch anh gia cac yeu to noi bo va mc o quan trong cua
chung en cong ty qua Ma tran cac yeu to ben trong (IFE) (Bang 2.15), va
a rut ra c nhng iem manh iem yeu cua cong ty {2.3.3}; ong thi
so sanh nang lc canh tranh cua Cong ty co phan 32 vi mot so doanh
nghiep cung nganh Ma tran hnh anh canh tranh (cac Bang 2.4; 2.5; 2.6).
Chung ta chuyen sang giai oan ket hp bang cach s dung cong cu phan
tch bang Ma tran SWOT nham cac nh cac chien lc ma cong ty co the
la chon.
Bang qui trnh xay dng ma tran SWOT c trnh bay tai {1.3.2}, ma
tran SWOT cua Cong ty co phan 32 c xay dng nh sau:
74
Cua cong ty CP 32
ve pha trc.
O3, O3) -> Nang cao nang 2. Ket hp (W3 + T3, T4) ->
lc nghien cu phat trien Chien lc tai chnh.
san pham -> Chien lc
phat trien san pham.
*Ghi chu: Cac c hoi nguy c xem tai {2.5 chng 2 Trang 30-31}.
75
76
Nhom cac chien lc W-T: Vi y ngha khac phuc cac iem yeu va
ne tranh cac nguy c, co 2 chien lc c la chon trong nhom nay.
Ket hp (W1, W2, W3, W4 + T3, T4) -> Chien lc ao tao phat trien
nguon nhan lc, ky nang quan tr doanh nghiep.
Ket hp (W3 + T3, T4) -> Chien lc tai chnh.
en ay mot van e at ra la neu cong ty ch thc hien mot trong so
cac chien lc neu tren th se khong the at c muc tieu chien lc cua
mnh, v cac chien lc khong ton tai oc lap ma trai lai tuy tng mc o
chung co quan he tac ong qua lai lan nhau, ngc lai, do tnh kinh te va
nguon lc co han nen cong ty cung khong the thc hien cung luc tat ca cac
chien lc c. e giai quyet van e nay, ta s dung cong cu ma tran
hoach nh chien lc co kha nang nh lng (QSPM).
77
iem
phan
loai
Chien lc
hoi nhap ve
pha sau
AS
TAS
Chien lc
tham nhap
th trng
AS
TAS
C s
cua
so iem
hap dan
(AS)
S on nh ve CT-XH
4.00
16
12
Li the
4.00
Ty le lam phat
3.00
4
3
16
9
4
1
16
3
"
Bat li
3.00
3.00
2
3
6
9
2
3
6
9
"
Li the
16
4
9
2
1
3
8
2
9
"
Bat li
Li the
4.00
2.00
3.00
4
2
3
3.00
"
3.00
"
Th trng trong nc
3.00
"
4.00
2.00
4
2
16
4
4
1
16
2
4.00
16
"
2.00
"
3.00
"
3.00
2.00
2
2
6
4
2
2
6
4
"
Li the
3
4
9
14
4
4
12 QD TC
14 AH SP
12
3
4
8
14
3
2
3
2
4
9
5
12
4
4
3
3
3
"
Bat li
2.99
3.43
3.00
"
8
"
7 PT TT
4
3
12
9
2.59
3.50
3.00
2.70
3.00
2.99
3.00
3.00
12
3.30
2.80
3
4
10
11
4
3
13
"
8 AH GTSP
Ton kho hp ly
Kha nang tai chnh
Hoat ong nghien cu phat trien
Xay dng moi trng van hoa DN
3.00
2.67
2.12
3.00
4
4
3
3
12
11
6
9
3
3
4
4
9
"
8 BD TC
8 AH SP
12 BD TC
Chat lng SP
Nang suat lao ong
San pham a dang phong phu
Gia ban san pham
Qui trnh SX hp ly
347
12
"
11 AH GTSP
9 PT TT
9
"
9 AH SP
9
298
"
78
iem
phan
loai
Chien lc
hoi nhap ve
pha trc
AS
TAS
Chien lc
a dang hoa
hang ngang
AS
TAS
C s
cua
so iem
hap dan
(AS)
S on nh ve CT-XH
4.00
16
16
Li the
4.00
Ty le lam phat
3.00
4
2
16
6
4
2
16
6
"
Bat li
3.00
3.00
2
3
6
9
2
3
6
9
"
Li the
4.00
2.00
12
2
9
3
4
3
12
8
9
"
Bat li
Li the
3.00
3
1
3
3.00
"
3.00
12
"
Th trng trong nc
3.00
"
4.00
2.00
2
2
8
4
4
3
16
6
"
Bat li
4.00
12
12
"
2.00
"
3.00
12
"
3.00
2.00
2
2
6
4
4
3
12
6
"
Li the
2.99
3.43
3.00
3
4
9
14
4
4
12 QD TC
14 AH SP
12
3
4
8
14
4
2
10
"
7 PT TT
3
3
4
9
8
12
4
3
3
12
"
8 AH GTSP
9 PT TT
4
3
12
9
3
4
9
"
12 AH SP
2.59
3.50
3.00
2.70
3.00
2.99
3.00
3.00
12
3.30
2.80
3
4
10
11
3
4
10
"
11 AH GTSP
Ton kho hp ly
Kha nang tai chnh
Hoat ong nghien cu phat trien
Xay dng moi trng van hoa DN
3.00
2.67
2.12
3.00
3
3
3
3
9
8
6
9
3
3
4
3
307
"
"
9
"
8 BD TC
8 AH SP
9 BD TC
357
79
iem
phan
loai
Chien lc
Marketing va
phat trien
AS
TAS
Chien lc
phat trien
san pham.
AS
TAS
C s
cua
so iem
hap dan
(AS)
4.00
16
12
Li the
4.00
Ty le lam phat
3.00
4
2
16
6
3
2
12
6
"
Bat li
2
3
6
9
2
2
6
6
"
Li the
12
4
9
3
1
3
12
2
9
"
Bat li
Li the
S on nh ve CT-XH
3.00
3.00
4.00
2.00
3.00
3
2
3
3.00
"
3.00
12
"
Th trng trong nc
3.00
"
4.00
2.00
4
2
16
4
4
2
16
4
"
Bat li
4.00
12
12
"
2.00
"
3.00
"
3.00
2.00
2
2
6
4
4
3
12
6
2.99
3.43
3.00
3
2
9
7
3
4
9 QD TC
14 AH SP
4
4
10
14
2
2
5
"
7 PT TT
3
3
4
9
8
12
4
4
2
12
"
11 AH GTSP
6 PT TT
4
3
12
9
4
4
12
"
12 AH SP
"
Li the
"
2.59
3.50
3.00
2.70
3.00
2.99
3.00
3.00
12
3.30
2.80
3
3
10
8
3
4
"
10
11 AH GTSP
Ton kho hp ly
Kha nang tai chnh
Hoat ong nghien cu phat trien
Xay dng moi trng van hoa DN
3.00
2.67
2.12
3.00
3
3
3
3
9
8
6
9
3
3
4
3
Chat lng SP
Nang suat lao ong
San pham a dang phong phu
Gia ban san pham
Qui trnh SX hp ly
318
"
"
9
8 BD TC
8 AH SP
9 BD TC
321
80
iem
phan
loai
Chien lc
ao tao
AS
Chien lc
tai chnh
TAS
AS
TAS
C s
cua
so iem
hap dan
(AS)
S on nh ve CT-XH
4.00
12
16
Li the
4.00
Ty le lam phat
3.00
2
3
8
9
2
2
8
6
"
Bat li
3.00
3.00
3
4
9
12
2
3
6
9
"
Li the
12
2
12
3
1
3
12
2
9
"
Bat li
Li the
"
4.00
2.00
3.00
3
1
4
3.00
3.00
12
"
Th trng trong nc
3.00
"
4.00
2.00
3
2
12
4
3
2
12
4
"
Bat li
4.00
12
"
2.00
"
3.00
"
3.00
2.00
3
2
9
4
3
3
9
6
"
Li the
2.99
3.43
3.00
4
3
12
10
4
4
4
1
10
4
4
3
10
"
11 PT TT
2
4
3
6
11
9
4
3
4
"
12
8 AH GTSP
12 PT TT
3
4
9
12
3
4
9
"
12 AH SP
2.59
3.50
3.00
2.70
3.00
2.99
3.00
3.00
12
12
3.30
2.80
3
3
10
8
3
4
"
10
11 AH GTSP
Ton kho hp ly
Kha nang tai chnh
Hoat ong nghien cu phat trien
Xay dng moi trng van hoa DN
3.00
2.67
2.12
3.00
3
3
4
4
9
8
8
12
3
4
4
3
9
"
11 BD TC
8 AH SP
9 BD TC
314
12 QD TC
14 AH SP
9
326
"
"
81
Tren c s phan tch, anh gia, moi tac ong lien he qua lai gia cac
chien lc, nhom chien lc [Phu luc so 04], va tong so iem hap dan cua
cac chien lc the hien trong cac ma tran QSPM. Mot he thong cac chien
lc bo phan cua Cong ty co phan 32 c la chon. o la:
Chien lc hoi nhap ve pha sau (TAS = 347);
Chien lc a dang hoa hang ngang (TAS = 357);
Chien lc marketing va phat trien thng hieu (TAS = 318);
Chien lc phat trien san pham (TAS = 321);
Chien lc ao tao phat trien nguon nhan lc, ky nang quan tr doanh
82
83
lng cac yeu to, e en cuoi giai oan nay dien ra bien oi ve chat cua cac
yeu to c mong i.
Bang 3.6: Lo trnh thc hien chien lc kinh doanh cua Cong ty co
phan 32 en nam 2020
Cac chien lc bo phan
Lo trnh
thc hien
Chien
lc
chung
C. L
hoi
nhap
ve
pha
sau
C. L
C.L
a
Mar,
dang va phat
hoa
trien
hang thng
ngang hieu
Nam 2010
Nam 2011
Nam 2012
Nam 2013
Nam 2014
Nam 2015
Nam 2016
Nam 2017
Nam 2018
Nam 2019
10
C. L
C. L
Chien
phat ao tao lc
trien P.Trien
tai
san
NNL, chnh
pham
va
KNQT
1
1
11
Ghi chu: O mau trang la thi gian nghien cu chien lc kha thi;
O co anh so la thi gian trien khai thc hien chien lc;
O mau xanh la thi gian chien lc i vao hoat ong on nh.
Sau gia oan trien khai cac chien lc chuyen sang giai oan hoat
Nam 2020
84
Khac vi cac chien lc bo phan, thi gian trien khai thc hien chien
lc chung la toan bo qua trnh trc, trong, va sau thi gian thc hien trien
khai chien lc bo phan. Cac hoat ong nghien cu xay dng chien lc, to
chc thc hien trien khai cac chien lc bo phan, hoat ong ieu khien,
kiem tra, ieu chnh cac chien lc (neu can) la noi dung nhiem vu cua
chien lc chung.
3.3.2 Th trng muc tieu
Th trng muc tieu cua Cong ty co phan 32 c xac nh trong
chien lc nay la th trng ma cong ty ang tham gia va th trng mi phat
trien them cu the:
Th trng cac san pham phuc vu quoc phong an ninh. Bao gom
cac loai san pham: giay vai; giay da; dep; ba lo; ao i ma; mu non; va cac
san pham tap trang (phu cap hieu, tang, vong, bat, valy, tui, cap...).
Th trng trong nc. Bao gom cac san pham: giay da ong phuc;
giay vai (da) thi trang; valy tui cap; giay va cac san pham bao ho lao
ong; kinh doanh thng mai cac san phan, nguyen phu lieu, va phu tung
may moc thiet b nganh det may - da giay.
Th trng nc ngoai (xuat khau). Bao gom cac san pham: giay vai
the thao; giay da nam/n; giay quan oi va canh sat cac nc (Commando/
Army shoes); kinh doanh thng mai cac san pham, nguyen phu lieu, va phu
tung may moc thiet b nganh det may - da giay.
Th trng dch vu. Cho thue nha xng, kho tang.
85
Tong
Li nhuan
doanh
Doanh
chi
Chi
gop
Li
thu
thu
phi
ph
2010
258,121
6.25%
233,496
6.45%
2011
274,285
6.26%
246,731
5.67%
2012
291,485
6.27%
260,788
5.70%
Nam
2009*
242,932
7.70%
219,349
6.23%
2013
329,789
13.14%
293,946
12.71%
2014
386,269
17.13%
342,744
16.60%
2015
411,803
6.61%
362,384
5.73%
2016
449,192
9.08%
392,053
8.19%
2017
488,653
8.78%
423,250
7.96%
2018
530,375
8.54%
454,877
7.47%
2019
563,572
6.26%
478,792
5.26%
2020
599,476
6.37%
505,672
5.61%
8.53%
7.80%
23,583
24,625
27,554
30,697
35,843
43,525
49,419
57,139
65,403
75,498
84,780
93,804
nhuan
3.53%
4.42%
11.89%
11.41%
16.76%
21.43%
13.54%
15.62%
14.46%
15.44%
12.29%
10.65%
12.62%
Ghi chu: Doanh thu nam 2009 lay theo KH2009 cua Cong ty co phan 32.
Ket qua so sanh tren cho thay toc o tang cua tong doanh thu cao hn
toc o tang cua tong chi ph, va toc o tang cua li nhuan cao hn toc o
tang cua tong doanh thu hau het cac giai oan cua chien lc chung. So
86
sanh toc o tang trng bnh quan cua cac ch tieu: tong doanh thu (8,53%/
nam); tong chi ph (7,80%/ nam); va li nhuan (12,62%/ nam) cung cho ket
qua tng t. ieu o noi len chien lc kinh doanh nay la co hieu qua va
ap ng c muc tieu chien lc cua Cong ty co phan 32.
Bang 3.8: So sanh toc o tang trng
Nganh Da - giay Viet Nam
D bao GTSL
cong nghiep
% / nam
giai oan 20092020
28,165.35
-9.78%
30,127.00
6.96%
32,088.66
6.51%
34,050.32
6.11%
36,011.97
5.76%
37,973.63
5.45%
39,935.28
5.17%
41,896.94
4.91%
43,858.60
4.68%
45,820.25
4.47%
47,781.91
4.28%
49,743.56
4.11%
Nam
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
%
4.05%
Cong ty co phan 32
D kien
tong doanh thu
qua cac nam
% / nam
242.93
258.12
274.28
291.48
329.79
386.27
411.80
449.19
488.65
530.38
563.57
599.48
7.70%
6.25%
6.26%
6.27%
13.14%
17.13%
6.61%
9.08%
8.78%
8.54%
6.26%
6.37%
8.53%
Toc o tang trng doanh thu bnh quan (d kien theo chien lc kinh
doanh) cua cong ty co phan 32 (8,53%/ nam) cao hn so vi vi d bao toc
o tang trng bnh quan cua nganh da giay Viet Nam (4,05%/ nam) trong
giai oan 2010 2020.
Nang lc cot loi cua Cong ty co phan 32 la toc o va s chnh xac.
Cac yeu to moi trng th luon van ong va bien oi, cac yeu to noi bo cung
87
88
cua doanh nghiep) nh: nghiep vu thong ke; quan tr san xuat va ieu
hanh trong doanh nghiep nganh da giay. Hnh thc phi tap trung (gi
i ao tao ben ngoai) nen ap dung oi vi cac nganh con lai;
oi tng ao tao: Cong ty co phan 32 can tien hanh ra soat lai he
thong tieu chuan chc danh cong viec, yeu cau trnh o, nang lc, va
ky nang lam viec oi vi tng cong viec cu the. Tren c s o se la
chon ra cac oi tng can ao tao. Tien hanh sap xep bo tr nhan s
tren c s nang lc, kha nang ap ng yeu cau cong viec. oi tng
can ac biet chu y ao tao nang cao ky nang quan tr la can bo quan
ly ky thuat va can bo quan ly to, chuyen san xuat, nham khac phuc
S khong ong eu trong t duy va ky nang quan tr gia can bo
quan ly kinh te va cac oi tng neu tren.
Cong tac ao tao, huan luyen oi vi oi ngu cong nhan trc tiep san
xuat can chu trong thc hien thng xuyen nham cap nhat va bo sung boi
dng nang cao trnh o tay nghe cho ngi lao ong trong ieu kien s thay
oi ve cong nghe san xuat dien ra thng xuyen, lien tuc. Hnh thc ao tao
phu hp vi cac oi tng nay la ao tao tai cho do cac can bo huan luyen
am nhan [5].
3.4.2 Nhom giai phap thc hien chien lc nang cao nang lc nghien cu
phat trien e tao ra cac san pham mi, vat lieu mi, phng phap san xuat
mi, cai thien va nang cao nangsuat lao ong.
Hai noi dung quan trong ma nhom giai phap nay muon e cap nham
nang cao nang lc nghien cu phat trien e tao ra cac san pham mi, vat
lieu mi, phng phap (qui trnh) san xuat mi, cai thien va nang cao nang
89
suat lao ong. o la: Cai thien he thong thong tin trong hoat ong nghien
cu phat trien; va gan ket hoat ong nghien cu phat trien vi san xuat va
marketing.
He thong thong tin trong hoat ong nghien cu phat trien co vai tro
quan trong mang tnh quyet nh, nang lc nghien cu phat trien e tao ra
san pham, vat lieu, va qui trnh san xuat mi la ket qua cua qua trnh thu
thap, x ly, trao oi thong tin. Se chang bao gi co ket qua tot neu cong tac
nghien cu phat trien hoat ong mot cach biet lap nh mot oc ao. Giai
phap phu hp nhat e nang cao nang lc hoat ong nghien cu phat trien la
cong ty nen au t trang b bo sung cho Phong ky thuat cong nghe he
thong thiet b may tnh co ket noi Internet va cac phan mem thiet ke chuyen
dung, am bao cho hoat ong nghien cu phat trien co kha nang tiep can
cac thong tin, tien bo khoa hoc ky thuat mi nhat trong lnh vc san xuat da
giay.
Hoat ong nghien cu phat trien phai c gan ket vi cac hoat ong
san xuat va marketing. S gan ket nay bao am cho qua trnh cai tien lien
tuc (Kaizen) c thc hien mot cach co hieu qua. San pham cua hoat ong
nghien cu phat trien (thiet ke, qui trnh cong nghe, nh mc kinh te ky
thuat) c thc nghiem trong qua trnh san xuat. Hoat ong san xuat se
kiem nh va phan hoi thong tin. Mat khac, san pham c tieu thu tren th
trng, cac thong tin phan hoi t th trng (c thu thap qua hoat ong
marketing) se phan anh hieu qua cua hoat ong nghien cu phat trien [16].
90
91
3.4.4 Nhom giai phap thc hien Chien lc Marketing va phat trien thng
hieu.
Giai phap c e ngh e thc hien chien lc marketing va phat
trien thng hieu la thc hien qui trnh quan tr marketing vi nam (5) bc
cu the:
Thc hien nghien cu marketing vi hai noi dung; Nghien cu moi
trng marketing; Va nghien cu th trng. Nham nhan dang cac c
hoi nguy c marketing ma doanh nghiep co the phai oi mat.
Hoat ong nghien cu phat trien th trng muc tieu. gom 3 hoat ong
c thc hien theo trnh t: Phan tch phan khuc th trng; la chon
th trng muc tieu; nh v th trng -> nh v san pham -> nh v
thng hieu. ay la noi dung quan trong e xay dng thng hieu
manh.
Thc hien hoat ong marketing hon hp (Marketing Mix) bao gom
bon noi dung (4P) o la:
9 San pham (Product). Gom cac van e: chung loai san pham,
chat lng, gia thanh san xuat, thi gian san xuat, san lng,
va san pham phu tr.
9 Gia ban san pham (Price). Gom cac van e: nh gia san
pham, c che gia, cac phng thc thanh toan.
9 Phan phoi (Place). Bao gom cac van e: Phat trien he thong
kenh phan phoi; ban s; ban le; ban trc tiep; ban qua trung
gian thng mai; ban qua he thong thng mai ien t.
92
93
1. Tom tat chien lc kinh doanh cua Cong ty co phan 32 en nam 2020
Chien lc kinh doanh cua Cong ty co phan 32 en nam 2020 la mot he
thong gom:
Chien lc tong quat cua Cong ty co phan 32 c e ngh la Chien
lc tap trung vao nhng nhan to then chot. T tng ch ao cua
chien lc tong quat la khong dan trai, phan tan cac nguon lc (nguon
nhan lc, von, at ai, cong nghe), ma trai lai trong tng giai oan
can tap trung cho nhng chien lc co y ngha quyet nh oi vi hoat
ong san xuat kinh doanh cua cong ty. Qui nh lo trnh thi gian trien
khai, th trng muc tieu, va cac giai phap nham bao am thc hien
thanh cong cac chien lc bo phan. Va;
Mot he thong gom 6 chien lc bo phan (chc nang) gom:
- Chien lc kinh doanh thng mai nguyen phu lieu nganh det
may, da giay (Chien lc hoi nhap ve pha sau);
- Chien lc nghien cu, au t san xuat va phat trien san pham
mi (Chien lc a dang hoa hang ngang);
- Chien lc marketing va phat trien thng hieu;
- Chien lc nang cao nang lc nghien cu phat trien e tao ra cac
san pham mi, vat lieu mi, phng phap san xuat mi, cai thien va
nang cao nang suat lao ong (Chien lc phat trien san pham);
94
3. Thanh Bnh (2009), Viet Nam ng th 113 ve moi trng kinh doanh
thuan li, Ban tin VNEXPRESS.
4. Nguyen Th Lien Diep & Pham Van Nam (2006), Chien lc & chnh
sach kinh doanh, Nha xuat ban lao ong xa hoi, TP. Ho Ch Minh.
5. Tran Kim Dung (1998), Quan tr nguon nhan lc, Nha xuat ban giao duc,
trang 140-189.
6. Dng Ngoc Dung (2008), Chien lc canh tranh theo ly thuyet Micheal E.
Porter, Nha xuat ban tong hp TP.Ho Ch Minh.
7. Nguyen Thanh Hoi (2005), Quan tr nhan s, Nha xuat ban Thong ke.
8. ao Duy Huan (2006), Quan tr hoc trong toan cau hoa, Nha xuat ban
Thong ke, trang 78-108.
9. ao Duy Huan (2007), Quan tr chien lc trong toan cau hoa, Nha xuat
ban Thong ke, trang 7-15, 33-57.
10. Ngo Quang Huan, Vo Th qu, Nguyen Quang Thu, Tran Quang Trung
(1998), Quan tr rui ro, Nha xuat ban giao duc.
11. Nguyen Nham (2000), Kinh te quan s va c cau kinh te quan s trong
nen kinh te quoc dan, Tap ch Nghien cu kinh te so 271, trang 58.
12. Nguyen nh Tho (2008), Nghien cu cho luan van tot nghiep nganh
quan tr kinh doanh Thc trang va giai phap, Nha xuat ban Van hoa
Thong tin
13. Nguyen Ngoc Th (2007), Tai chnh doanh nghiep hien ai, Nha xuat
ban Thong ke, trang 9, 119-143.
14. Hoang Trong & Chu Nguyen Mong Ngoc (2005), Phan tch d lieu
nghien cu vi SPSS, Nha xuat ban Thong ke, trang 9, 174-176, 254-256.
15. Thuy trang (2007), Moi trng kinh doanh; Viet Nam nhn t 10 tieu
ch, Tap ch VnEconomy.
16. Nguyen Quoc Tuan (2006), Quan tr nguon nhan lc, Nha xuat ban
Thong ke, trang 191- 217.
t
quan trong
Chon 2
Quan trong
trung bnh
Chon 3
Kha
quan trong
Chon 4
Rat
quan trong
Chon 5
La chon
d3:
a1
a2
a3
a4
a5
a6
a7
a8
a9
a10
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Meam
4.10
4.23
4.10
4.07
2.80
3.67
2.97
4.27
3.20
3.37
2. Mc o quan trong cua cac yeu to vi mo ( Bien b) anh hng en ket qua
b1
b2
b3
b4
b5
b6
b7
b8
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
3.93
4.30
3.93
4.07
4.03
3.03
4.17
4.23
Mean
3. Mc o quan trong cua cac yeu to noi bo ( Bien c) anh hng en ket qua
c1
c2
c3
c4
c5
c6
c7
c8
c9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Mean 4.2
4.3
4.0
4.0
4.5
3.5
4.3
3.5
3.7
3.6
4.0
3.6
4.0
3.3
4.0
4.3
4.0
4. Mc o quan trong cua cac yeu to ( Bien d) anh hng en nang lc canh tranh
cua Cong ty co phan 32
N\Bien
d1
d2
d3
d4
d5
d6
d7
d8
d9
d10
d11
d12
d13
d14
d15
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
Mean
11
12
13
14
15
16
17
1
1
1
9
Trong phan nay tac gia se trnh bay viec la chon cac chien lc phu
hp vi Cong ty co phan 32 tren c s phan tch, anh gia, moi tac ong lien
he qua lai gia cac chien lc, va tong so iem hap dan cua tng chien lc
qua cac ma tran hoach nh chien lc co kha nang nh lng (QSPM) theo
cac nhom chien lc.
1. Nhom chien lc S-O
1.1 Chien lc hoi nhap ve pha sau
Chien lc nay la s ket hp gia cac yeu to: (S2, S3 + O1, O2, O3, O4)
Chien lc nay co ten goi la Chien lc kinh doanh thng mai nguyen
phu lieu nganh det may, da giay, co tong so iem hap dan TAS = 347
iem. Y tng c ban cua chien lc nay la hnh thanh mot trung tam kinh
doanh nguyen phu lieu nganh det may, da giay tai cong ty co phan 32, nham
cung cap nguyen phu lieu mot cach tap trung, ong bo ap ng nhu cau cho
cac doanh nghiep tren a ban TP. Ho Ch Minh va mien ong Nam Bo.
iem li the chu yeu la cong ty co the s dung khu at pha bac (giap ng
Phan Van Tr) vi dien tch khoang 10.000m2 , co gia tr kinh te thng mai,
c s ha tang co san (Ch can cai tao lai la co the s dung), e thc hien
chien lc nay. Mat khac chien lc nay cung rat phu hp vi chu trng
cua Nha Nc (Chien lc phat trien nganh da giay Viet Nam en nam
2010), khuyen khch cac thanh phan kinh te au t hnh thanh Ch
nguyen phu lieu nganh det may, da giay. Hien nay v nhieu ly do khu vc
thanh pho Ho Ch Minh va cac tnh mien ong Nam Bo cha hnh thanh
c trung tam kinh doanh nguyen phu lieu nganh det may, da giay. Chien
lc nay cung phu hp vi xu hng chuyen dch c cau kinh te cua nc ta
trong giai oan hien nay. Cong ty co the thc hien hoat ong kinh doanh
thng mai di nhieu hnh thc: Trc tiep kinh doanh thng mai; lam ai
dien thng mai cho mot hay nhieu cong ty tai trung tam; cung cap cac dch
vu cho khach hang nh: uy thac XNK, van chuyen, dch vu kho bai, quan ly
vv. Viec thc hien chien lc nay se tao bc ot pha lam thay oi c cau
kinh doanh cua cong ty, ty trong doanh thu va li nhuan t hoat ong kinh
doanh thng mai, dch vu trong tong doanh thu va tong li nhuan cua cong
ty se gia tang. e thc hien thanh cong chien lc nay, Cong ty co phan 32
can tap trung thc hien tot cac chien lc Nang cao nang lc marketing va
phat trien thng hieu, va chien lc ao tao phat trien nguon nhan lc,
nang cao ky nang quan tr. Ve mat to chc can cung co, va kien toan X
nghiep thng mai e u sc quan ly thc hien chien lc, va trc tiep thc
hien hoat ong kinh doanh thng mai. Chien lc nay c d kien thc
hien t nam 2012, thi gian trien khai la 3 nam (2012 2014). Chi ph au t
ban au (cai tao c s ha tang) c tnh khoang 3.5 ty ong. Doanh thu d
kien: nam 2013 i vao hoat ong at doanh so 20 ty ong; 2 nam tiep theo
co toc o tang trng doanh so la 12%/ nam; cac nam tiep theo duy tr toc
o tang trng doanh thu mc t 15%/ nam. Li nhuan trung bnh d kien
at 5% / doanh thu.
Tren c s phan tch, anh gia, moi tac ong lien he qua lai gia cac
chien lc, va tong so iem hap dan cua cua 2 chien lc neu tren th Chien
lc hoi nhap ve pha sau c la chon, va Chien lc tham nhap va m
rong th trng b loai bo.
2. Nhom chien lc S-T
2.1 Chien lc hoi nhap ve pha trc
Chien lc nay la s ket hp gia cac yeu to: (S1, S2, S4 + T2, T3), co
tong tong so iem hap dan TAS = 307 iem. Chien lc nay nham muc tieu
cung co va nang cao th phan cac nhom san pham cua cong ty tren th trng
noi a bang giai phap m rong he thong phan phoi san pham (bao gom ca
ban le san pham) cua cong ty, a san pham en gan ngi tieu dung hn.
iem khac biet cua chien lc nay vi chien lc tham nhap va m rong th
trng la at trong tam vao viec m rong he thong phan phoi, vi nhng san
pham hien co. Chien lc nay co iem thuan li la da tren c s nang lc
san xuat kinh doanh cua cong ty, va s tin tng cua khach hang ve chat
lng san pham cua cong ty. tuy nhien can lu y rang oi vi nhom san
pham ong phuc va bao ho lao ong th khach hang (ngi mua san pham)
lai khong phai la ngi s dung, ieu ma ho quan tam khong phai la chat
lng san pham ma la gia ban cua san pham (cang re cang tot), nhom san
pham thi trang th ieu ma khach hang quan tam la thng hieu (cong ty co
u the) va tnh thi trang cua san pham (iem yeu cua cong ty). Mat khac
chien lc nay oi hoi phai co kha nang marketing va ban hang u manh (la
mot trong nhng iem yeu cua cong ty) mi co the bao am kha nang thanh
cong. V cac ly do neu tren, theo y kien ca nhan cua tac gia th chien lc
nay b loai bo.
2.2 Chien lc a dang hoa hang ngang
Chien lc nay la s ket hp gia cac yeu to: (S1, S3, S4 + T1, T3, T4),
Co tong so iem hap dan la 357 iem, la chien lc co tong so iem hap
dan cao nhat. Noi dung c ban cua chien lc la tap trung nguon lc (hoac
lien doanh, lien ket vi cac oi tac nc ngoai) e nghien cu, au t san
xuat va phat trien san pham mi (co nhng tnh nang u the vt troi, ac
thu) nham ap ng cho nhu cau hien ai hoa quan oi, nhu cau trong nc
va xuat khau. Y tng cu the cua chien lc nay la au t mot day chuyen
san xuat giay co cong nghe hien ai nham san xuat cac san pham giay ac
chung (tnh khac biet cao) co cac ac iem ky thuat nh: ben vng, co kha
nang chong inh, chong, chu nhiet va ap suat tot, phu hp vi moi trng s
dung trong cac ieu kien; tac chien, da ngoai (giay quan oi, canh sat); san
xuat cong nghiep (giay bao ho lao ong). Cong nghe san xuat co the s
dung c e xuat la Cong nghe Goodyears Thiet b cong ty hien co,
ch can au t bo sung cho hoan chnh. Chien lc nay co nhieu u iem o
la: (1) Phu hp vi nhiem vu chnh tr cua mot doanh nghiep quoc phong
kinh te (mac du a co phan hoa); (2) Phu hp vi chu trng cua Chng
trnh hp tac hau can vi quan oi nc ngoai do Bo Quoc Phong chu tr
[1], theo o khuyen khch cac doanh nghiep thuoc nganh hau can quan oi
(ke ca cac doanh nghiep a co phan hoa) chao hang, lien ket nghien cu,
san xuat cac san pham hau can phuc vu nhu cau hien ai hoa quan oi va
san xuat san pham hau can cho quan oi nc ngoai; (3) ay la lnh vc ma
Cong ty co phan 32 co nhieu kinh nghiem ( ac biet la san xuat giay quan
oi ac chung va cac san pham tap trang); (4) Co kha nang m ra mot th
trng mi ay tiem nang; (5) Va co kha nang em lai li nhuan cao. Nhc
iem cua chien lc nay la oi hoi nang lc nghien cu phat trien san pham
va nang lc tai chnh (la nhng iem yeu cua cong ty). V vay e thc hien
tot chien lc nay oi hoi cong ty phai co nhng giai phap, chien lc chc
nang nham khac phuc cac iem yeu neu tren. Chien lc chc nang nay s
dung thanh qua (li ch cua cac chien lc chc nang khac, cho nen d kien
c thc hien muon nhat trong cac chien lc chc nang (t nam 2016), vi
thi gian trien khai trong 2 nam (2016 2017), nang lc san xuat d kien la:
T nam 2017- 2018 (2 nam au) cong suat d kien la 60.000 oi/ nam; 3
nam tiep theo at cong suat t 80.000 - 100.000 oi/ nam; t nam 2019 at
cong suat 120.000 oi/ nam. Gia ban d kien bnh quan la 550.000 ong/ oi
(tng ng 30 USD). Chi ph au t ban au la 2.5 ty ong (khau hao trong
5 nam), li nhuan d kien at 10% tren doanh thu.
Tren c s phan tch, anh gia, moi tac ong lien he qua lai gia cac
chien lc, va tong so iem hap dan cua cua 2 chien lc neu tren th Chien
lc a dang hoa hang ngang c la chon, va Chien lc hoi nhap ve pha
trc b loai bo.
3. Nhom chien lc W-O
3.1 Chien lc marketing va phat trien thng hieu
Chien lc nay la s ket hp gia cac yeu to: (W1, W3 + O2, O3, O4),
Co tong so iem hap dan TAS = 318 iem. Vi y ngha khac phuc cac iem
yeu ben trong e tan dung cac c hoi ben ngoai, chien lc nay nham nang
cao nang lc marketing va phat trien thng hieu ASECO cua Cong ty co
phan 32. Ve mat ban chat ay la chien lc nang cao nang lc canh tranh
cua cong ty. Noi dung c ban cua chien lc nay la: To chc lai bo phan
marketing cua cong ty (co the nang cap thanh phong chc nang Phong
nghien cu th trng), va bao am cac nguon lc cho hoat ong marketing
cap o toan cong ty. Nhiem vu c ban cua chien lc nay la: Tien hanh
phan tch cau truc nganh kinh doanh, phan tch th trng, va cac phan khuc
th trng san pham, hoach nh cac chien lc kinh doanh, hoach nh cac
giai phap ve marketing mix [6], Thc hien chien lc nay co nhieu u
iem: Cung cap cac d lieu kinh te co c s khoa hoc phuc vu cho viec ra
quyet nh cua cac cap quan tr; co tac ong tch cc en cac chien lc
chc nang khac, gop phan quan trong trong viec m rong th trng, nang
cao gia tr thng hieu thong qua viec tac ong tch cc en khach hang va
cac ben lien quan; co the tao ra cac gia tr kinh te ln vi chi ph thap.
Nhc iem cua chien lc nay la de gap phai s chong oi trong noi bo
doanh nghiep (nhng ngi khong muon s thay oi), ket qua cua chien lc
thng co tac ong trong dai han nen trong ngan han kho o lng c
hieu qua. Chien lc nay c d kien thc hien t 2013, vi thi gian trien
khai la 4 nam (2013 2016). Vi chi ph hoat ong khoang 0.5 ty ong/
nam. Cac ket qua thu c se bo tr cho cac chien lc chc nang khac cu
the la: Gop phan quan trong (phoi hp thc hien chien lc phat trien san
pham) trong viec thng mai hoa t 10% - 20% san pham mi/ nam; gop
phan lam gia tang doanh so tieu thu san pham ong phuc, bao ho lao ong,
doanh so t hoat ong thng mai, dch vu vi toc o tang trng t 10% -
12%/ nam; bao am cung cap kp thi cac d lieu kinh te co c s khoa hoc
phuc vu cho viec ra quyet nh cua cac cap quan tr; gop phan quan trong
viec tao ra cac tien e kinh te e bao am thc hien tot chien lc a dang
hoa theo hang ngang.
3.2 Chien lc phat trien san pham
Chien lc nay la ket qua cua s ket hp gia cac yeu to (W2, W4 +
O1, O2, O3), co tong so iem hap dan TAS = 321. Chien lc nay nham muc
tieu nang cao nang lc nghien cu phat trien e tao ra cac san pham
mi, vat lieu mi, phng phap san xuat mi, cai thien va nang cao nang
suat lao ong. Noi dung c ban cua chien lc nay la cung co va nang cao
nang lc cua bo phan Trung tam mau thuoc Phong Ky thuat Cong nghe
tr thanh bo phan chu chot thc hien cac chc nang ve ky thuat cong nghe
trong pham vi toan cong ty. Vi cac nhiem vu cu the: nghien cu (hay hp
tac nghien cu) phat trien e tao ra cac san pham mi, vat lieu mi, phng
phap san xuat mi, cai thien va nang cao nang suat lao ong; cung cap cac
d lieu ky thuat (thiet ke ky thuat san pham, qui trnh cong nghe san xuat, he
thong nh mc kinh te ky thuat) co c s khoa hoc phuc vu cho viec ra
quyet nh cua cac cap quan tr; kiem soat cac qui trnh san xuat, va kiem
tra chat lng san pham. Chien lc nay se co tac ong tch cc en cac
chien lc chc nang khac, gop phan quan trong trong viec nang cao nang
suat lao ong, chat lng san pham, gop phan m rong th trng, nang cao
gia tr thng hieu thong qua viec tac ong tch cc en khach hang va cac
ben lien quan; co the tao ra cac bc ngoat mang tnh quyet nh trong hoat
ong san xuat kinh doanh. Nhc iem cua chien lc nay la chi ph ln, va
cung kho anh gia hieu qua trong ngan han. Chien lc nay c d kien
trien khai thc hien t nan 2011, thi gian 3 nam (2011-2013), vi chi ph
au t ban au d kien la 0.6 ty ong (au t bo sung trang thiet b), chi ph
hoat ong d kien 0.2 ty ong/ nam. D kien cac ket qua at c se bo tr
cho cac chien lc chc nang khac cu the la: Nghien cu phat trien san
pham mi t 120 -150 mau/ nam; va phoi hp thc hien chien lc
marketing va phat trien thng hieu nham gop phan thng mai hoa t 10%
20% san pham mi; gop phan quan trong trong viec duy tr toc o tang
nang suat lao ong (t nhat la 3%/nam); bao am xay dng cac d lieu ky
thuat trnh o tien tien; tao ra cac tien e ky thuat e bao am thc hien tot
chien lc a dang hoa theo hang ngang.
Tren c s phan tch, anh gia, moi tac ong lien he qua lai gia cac
chien lc, va tong so iem hap dan cua cua 2 chien lc neu tren th ca hai
chien lc la: Chien lc marketing va phat trien thng hieu; va Chien lc
phat trien san pham eu c la chon.
4. Nhom chien lc W-T
4.1 Chien lc ao tao phat trien nguon nhan lc, ky nang quan tr doanh
nghiep
Chien lc nay la ket qua cua s ket hp gia cac yeu to (W1, W2,
W3, W4 + T3, T4), co tong so iem hap dan TAS = 320 iem. Vi y ngha la
khac phuc cac diem yeu ben trong e co the nhan biet va phan ng hu hieu
cac nguy c en t ben ngoai, chien lc nay co noi dung c ban la: Hoach
nh cac chng trnh ao tao nham nang cao cac ky nang quan tr doanh
nghiep cho cac can bo cap trung gian va cap c s (bao gom ca can bo ky
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thuat cong nghe), giup cac quan tr vien co the ng dung cac ky nang
trong cong tac ieu hanh san xuat, hay thc hien nghiep vu chuyen mon cua
mnh mot cach khoa hoc, chnh xac va hieu qua; Xay dng cac chng trnh
boi dng nang cao tay nghe cho ngi lao ong co the thch ng c trong
ieu kien cac ng dung khoa hoc ky thuat tien tien luon c cap nhat mot
cach nhanh chong. Chien lc nay c trien khai thc hien au tien, thi
gian thc hien la 3 nam (2010-2012), vi chi ph d kien khoang 1.2 ty ong
(chia eu cho 3 nam). Li ch thu c t chien lc nay se bo tr cho cac
chien lc chc nang khac cua cong ty, va gop phan nang cao hieu qua san
xuat kinh doanh cua doanh nghiep.
4.2 Chien lc tai chnh
Chien lc nay la s ket hp gia cac yeu to: (W3 + T3, T4), co tong
so iem hap dan TAS = 326 iem. Muc tieu cua chien lc nay la nang cao
nang lc tai chnh cua Cong ty co phan 32 nham bao am cho s phat trien
cua cong ty trong thi gian ti, cung nh bao am nguon lc tai chnh e
thc hien thanh cong chien lc kinh doanh nay. Chien lc bao gom cac
noi dung c ban: (1) C cau lai nguon von am bao s hai hoa can oi, ac
biet phai c cau lai nguon von giam n ngan han; (2) Bo sung von bang cach
phat hanh them co phan ( khi co ieu kien thuan li), v trong hien tai toan
bo von lu ong cua cong ty c tai tr bang von vay, nham bao am cho
nhu cau s dung von trong hoat ong san xuat kinh doanh; (3) Triet e s
dung cac cong cu: phan tch kinh te, phan tch tai chnh, hoach nh ngan
sach, on bay tong hp (ket hp gia on bay kinh doanh va on bay tai
chnh), va quan tr rui ro trong cong tac quan tr tai chnh doanh nghiep. (4)
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Nang cao nang lc tai chnh thong qua viec lien doanh, lien ket vi cac oi
tac co tiem lc ve von (van e nay co lien quan en chien lc a ang hoa
hang ngang). e thc hien tot chien lc nay cung can chu yen cong tac
ao tao can bo chuyen trach tai chnh ke toan (lien quan en chien lc
ao tao va phat trien nguon nhan lc va ky nang quan tr). Chien lc nay la
mot chien lc chc nang khong the thieu cua Cong ty co phan 32. Chien
lc nay c d kien trien khai thc hien trong vong 2 nam (bat au t
2012), vi chi ph c tnh la 0,5 ty ong (Chi cho khoan muc chnh la: au
t vao trang thiet b khoang 0,4 ty; d phong 0,1 ty). Chi cho cong tac ao
tao c tnh chung vao chi ph cua chien lc ao tao. Li ch thu c t
chien lc nay se bo tr cho cac chien lc chc nang khac, va gop phan
nang cao hieu qua hoat ong cua Cong ty co phan 32.
Tren c s phan tch, anh gia, moi tac ong lien he qua lai gia cac
chien lc, va tong so iem hap dan cua cua 2 chien lc neu tren th ca hai
chien lc la: Chien lc ao tao va phat trien nguon nhan lc, va ky nang
quan tr; va Chien lc tai chnh eu c la chon.
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