Chiến lược công ty bia Molson Coors

TRNG I HC KINH T NNG
Khoa Qun Tr Kinh Doanh

.
QUN TR CHIN
LC
NHM: MOLSON COORS

1.
PHM MINH TRANG
35K17
2.
H TH VN ANH
35K17
3.
NG TH BNH
35K17
4.
NGUYN NGC KHOA
35K1.2
LP HC PHN:
Nng, thng 12/ 2012
QTCL3_1
Qun tr chin lc (QTCL3_1)

Lim
GVHD: TS. Nguyn Thanh
MC LC
A. PHN TCH S MNH V VIN CNH.......................................................................4
I. GII THIU TNG QUAN V MOLSON COORS......................................................4
1. M t, hnh dung.........................................................................................................4
2. Lch s hnh thnh......................................................................................................4
II. QU TRNH PHT TRIN CA MOLSON COORS..................................................9
III. THNH TU T C.........................................................................................10
1. Trn lnh vc kinh doanh.........................................................................................10
2. Thnh tu lin quan ti s cng nhn ca cng ng...........................................11
3. Kh nng, gi tr v truyn thng lu tr................................................................12
IV. PHN TCH S MNH V VIN CNH................................................................12
1. Vin cnh...................................................................................................................12
a. Mc ch ct li....................................................................................................13
b. Gi tr ct li.........................................................................................................13
c. Hnh dung tng lai.............................................................................................14
2. S mnh.....................................................................................................................15
a. nh hng khch hng v m hnh kinh doanh.............................................16
b. Molson Coors mong mun g?............................................................................17
c. Cam kt vi gii hu quan...................................................................................18
3. Cc gi tr..................................................................................................................19
B. PHN TCH MI TRNG BN NGOI V PHN TCH NGNH............................
I. MI TRNG V M...................................................................................................21
1. Mi trng vn ha x hi....................................................................................21
2. Mi trng nhn khu hc......................................................................................24
3. Mi trng chnh tr- php lut...............................................................................25
4. Mi trng cng ngh..............................................................................................27
5. Mi trng kinh t....................................................................................................28
II. MI TRNG TON CU.........................................................................................30
III. PHN TCH NGNH V CNH TRANH................................................................33
1.
nh ngha ngnh, m t v gii thiu ngnh..................................................33
2.
M hnh nm lc lng cnh tranh..................................................................34
a. Sn phm thay th................................................................................................34
b. i th cnh tranh tim tng...............................................................................35
c. Nng lc thng lng ca ngi mua..............................................................37
d. Nng lc thng lng ca ngi bn...............................................................39
e. i th cnh tranh trc tip.................................................................................41
3.
Nhm chin lc................................................................................................45
4.
Chu k ngnh.....................................................................................................49
5.
Kt lun v tnh hp dn ngnh.........................................................................51
IV. NG THI CNH TRANH TRONG NGNH........................................................52
V. NHNG NHN T THEN CHT THNH CNG CA NGNH...........................54
VI. LC LNG DN DT S THAY I NGNH....................................................55
1. Nhn thc ngi mua...............................................................................................55
2. Cng ngh..................................................................................................................56
3. Qui nh ca chnh ph............................................................................................56
C. QUN TR CHIN LC CNG TY.............................................................................57

Lim
I. CHIN LC PHT TRIN CNG TY.....................................................................57

II. CHIN LC TON CU..........................................................................................62
III. CHIN LC CHC NNG....................................................................................69
IV. CHIN LC CP N V KINH DOANH............................................................74
V. T CHC THC HIN...............................................................................................86
1. C cu t chc...........................................................................................................86
2. H thng kim sot....................................................................................................88
VI. NHNG THNH TU CHIN LC.....................................................................88
1. Thnh tu th trng................................................................................................88
2. Thnh tu ti chnh..................................................................................................90
3. Phn tch SWOT.......................................................................................................98
D. BN CHT V NGUN GC CA LI TH CNH TRANH..................................102
I. BN CHT CA LI TH CNH TRANH..............................................................102
II. NGUN GC CA LI TH CNH TRANH.........................................................105
1. Cc ngun lc.........................................................................................................105
2. Kh nng tim tng.................................................................................................113
3. Nng lc ct li.......................................................................................................116
.....................END........................

Lim
A.
I.
1.
PHN TCH S MNH V VIN CNH

GII THIU TNG QUAN V MOLSON COORS
M t, hnh dung
Molson Coors Brewing Company, l sn phm ca vic sp nhp 2 cng ty l

cng ty bia Coors ti Hoa K v cng ty bia Molson Canada Inc, n c xp hng l
cng ty sn xut bia ln th nm trn th gii, nm gi v tr s mt Canada, th hai
Vng quc Anh, v th ba ti Hoa K.
Vi vic Phi hp cht che cc hot ng marketing theo phng chm T duy
ton cu, hnh ng a phng Molson Coors nhanh chng mang thng hiu cc sn
phm ca mnh ti khp ni trn th gii. Hot ng kinh doanh chnh bao gm ba khu
vc chnh - Chu , Chu u, v M Latinh & Carib, v ngy cng tn dng cc c hi
kinh doanh m rng hn na th trng hot ng thng qua cc hnh thc y quyn,
mua li hay lin doanh v sp nhp.
Bng vi c to ra cc sn phm v dch v i mi, cc quyt nh kinh doanh u
da trn s cam kt trch nhim vi cc bn hu quan nh khch hng, c ng, nhn
vin, cng ng v mi trng. Nhng gii php ca Molson Coor lm cho khch
hng tin tng v yu thch cc thng hiu ca cng ty. Hn bao gi ht nim am m
vi bia l n lc gip Molson Coor c c s tng trng, ginh c nhiu gii
thng quc t, nhng gii thng khng phi l quan trng , quan trng l sn phm v
hot ng ca cng ty p ng c mc tiu m cng ty mong mun t c. Molson
Coors lun lm vic hon thin thng hiu cng nh pht trin nhng ci mi p
ng nhu cu ca ngi ung bia trn th gii.
2.
Lch s hnh thnh
Molson Coors Brewing Company

Lim
Mc d hp nht nm 2005 c coi l mt "sp nhp " Molson Coors vn duy

tr 2 tr s Golden, Colorado v Montreal, Canada. Cng ty chnh thc l mt cng ty
thuc M. Vic sp nhp - Molson Inc, c thnh lp vo nm 1786, nh my bia lu
i nht Bc M, v cng ty bia Coors ca Hoa K, c thnh lp vo nm 1873 . Sau
sp nhp, cc gia nh Coors v Molson ng kim sot Molson Coors.
Molson Inc, Canada
c thnh lp ti Montreal nm 1786,
Molson Coors Canada l nh my bia lu i
nht Bc M, ng th 2 sau Cng ty
Hudson's Bay . u nhng nm 90. Molson
tr thnh nh my bia ln nht Canada v
ln th 5 trn th gii.
Trong thng 3 nm 2002 Molson mt bc nhy vt ln vo th trng Brazil, th
trng bia ln th t trn th gii, khi n mua li Cervejaria Kaiser vi $ 765,000,000.
Kaiser, c xp hng l nh sn xut s hai bia Brazil, vi th phn khong 18%, t
Molson tr thnh 13 nh sn xut bia ln nht th gii.
Tht khng may, ngay sau khi mua li Kaiser, nn kinh t ca Brazil, tin t, v tiu
th bia gim mnh, v Kaiser gp nhng kh khn trong cc dng sn phm, xc tin,
v phn phi. n nm 2004 cuc phiu lu ca Brazil Molson c xem nh l mt sai
lm tn km. ng thi, trong khi Molson bt u c s suy gim trong vic kinh
doanh nhp khu ca mnh ti Hoa K, cc thng hiu hng u Canada suy gim,
b cnh tranh khc lit t chit khu, nhp khu v gi bia. Mt trong nhng thun li t
i cho cng ty l s pht trin ca thng hiu bia Coors Light, m cng ty c y
quyn kinh doanh thng qua s hp tc vi Coors, Hoa K. V n to ra khong 20%
li nhun hot ng ca Molson Canada. Tuy nhin, trn mt mc ton cu, Molson
b y v pha sau cc cng ty Bia khc vo cui nhng nm 20 . Cui nm 1970,
Molson l v kch c cng ging nh Heineken, nhng n nm 2004, cng ty H Lan
tng gp nm ln Molson. khc phc tnh hnh ny, Molson quyt nh theo ui
cuc cng cuc sp nhp vi cng ty bia Coors v chnh thc hon thnh vic sp nhp

Lim
vo thng 2 nm 2005. Sau l vo nm 2007 tip tc m mt nh my bia mi ti

Moncton, New Brunswick
Cng ty Bia Coors, USA
Vo nm 1873, Adolph Coors v Jacob
Schueler thnh lp mt nh my bia Golden,
Colorado . Coors u t $ 2.000 trong hot
ng, v Schueler u t $ 18.000.
Nm 1997, cng ty tham gia vo mt
quan h i tc vi Tp on Bia Foster
Limited ca Australia v cc cng ty Molson ca Canada cho vic phn phi cc thng
hiu Coors Canada
Coors cng c rt t s tng trng trn trng quc t, ch c 2% doanh thu l t
bn ngoi Hoa K. iu ny thay i ng k trong thng 2 nm 2002 khi cng ty
b ra $ 1,7 t cho vic sn xut bia Carling ti Anh, kt qu n tr thnh mt trong
nhng thng hiu bia hng u ca Anh, t doanh s bn hng hng nm ca
5.000.000 thng. Ngoi Carling, mt s thng hiu khc cng c bn ra trn th
trng Anh bao gm Worthington, Caffrey, v Grolsch, sau ny thng qua mt lin doanh
vi Grolsch NV. Thng hiu bia Carling c chuyn i thnh mt cng ty con ti
Vng quc Anh c gi l Coors Brewers TNHH. Nm 2003, Coors c nh gi l
mt trong 3 nh sn xut bia ln nht ti Hoa K, v l nh sn xut bia ln th hai
Vng quc Anh ( chim khong hn 20 % th phn )thng qua cng ty con ca
n, Coors Brewers TNHH .
Tuy nhin, s thnh cng ca thng hiu Carling cng khng o ngc mt
trong nhng im yu ca Coors: thu nhp chnh ca n da trn Coors Light, chim
75% doanh s bn hng ca M v 40% li nhun ton cu. Nhng trong thc t, n
b mt mt s th phn khi doanh s bn hng ca cc loi bia nh cao cp khc ti Hoa
K tng t 4 n 5% mi nm, v trong nm 2004 n gim t v tr th 3 n v tr
th t ti th trng M, v b qua mt bi mt i th mi_Miller Lite. Ngoi vic gia
tng pht trin quy m c th cnh tranh vi nhng g khng l trong ngnh cng
6

Lim
nghip bia ang ngy cng pht trin trn ton cu, mt l do ng sau cho vic sp nhp
vi Molson, Canada l mt s kt hp se lm gim ng k cc quyt nh quan trng
cng nh cc n lc, cc thng hiu sn phm se c chia s.
Ngy 22 thng 7 nm 2004, cng ty thng bo n se c kt hp vi bia Molson
Canada. Vic sp nhp c hon thnh ngy 09 thng 2 nm 2005, vi ci tn mi l
Molson coors.
a. Tru s chinh:
Denver, CO, USA

Montreal, QC , Canada
b. Lanh ao chu cht:
Peter Swinburn, ( Ch tch v Gim c iu hnh )

Cc nh lnh o cao cp ti Molson Coors:
Kandy Anand
Ch tch Molson quc t
Mike Abbass
Gim c Chin lc & Pht trin kinh doanh
Mauricio Cardenas
Tng Gim c, chu M La tinh v Caribbean
Tony Hicks
Tng Gim c, Chu
Torsten Kuenzlen
Trng phng tip th
Dave McCarthy
Tng Gim c, Chu u
Mike Rumley
Gim c Finincial Cn b
Celso White
Gim c chui cung ng Cn b
c. Nhn vin: 19.000 ( nm 2010)

d. Trang web:
www.molsoncoors.com
e. Cc cng ty con
Molson
Molson Coors Brewing Co (Anh), Ltd
Miller Coors (JV) Store Bia(49%)

Lim
f. Lnh vc kinh doanh v cc thng hiu sn phm ton cu

Lnh vc kinh doanh
Ngnh cng nghip: ung
Sn phm: sn phm chnh l Bia, bia nh lager, thc ung lm t mch nha, thc
ung nng lng
Cc thng hiu
BLUE MOON
CARLING
COBRA
COORS LIGHT
KEYSTONE LIGHT
MGD 64
MILLER HIGH LIFE
MILLER
LITE
MOLSON CANADIAN
MOLSON DRY
MOLSON EXPORT
MOLSON M
RICKARD'S RED
STAROPRAMEN
WORTHINGTON'S WHITE SHIELD
Cc i tc thng hiu
Aguila
Amstel Light
CAFFREY'S
CORONA EXTRA
CUSQUEA
HEINEKEN
8

Lim
MICKEY'S
PERONI
Nastro Azzurro
Pilsner URQUELL
TYSKIE
II.
QU TRNH PHT TRIN CA MOLSON COORS

Chin lc pht trin di hn ca Molson Coors l xy dng gi tr cho cng ty
thng qua mt lot cc gii php mang tnh chin lc. Nhng gii php ny c th bao
gm mua li, u t, hoc lin doanh cc doanh nghip cng ngnh hoc vi cc doanh
nghi p c ngnh b tr cho hot ng ca cng ty v sn phm:
Qu trnh pht trin cua Molson Coors:
Nm 2005
Molson v Coors sp nhp li vi nhau to ra cng ty Molson Coors- nh sn xut
bia ln th 5 trn th gii,
Sau khi sp nhp Molson Coors mua Nh my bia Creemore Springs vo ngy 22
thng 4 2005.
Nm 2007
Ngy 09 Thng 10 2007, SABMiller v Cng ty bia Molson Coors cng b mt lin
doanh c gi l MillerCoors ti M .SABMiller l ch s hu 58%, hot ng ti M
v Puerto Rico. Molson Coors s hu 42%, nhng cc bn c quyn ngang nhau trong
biu quyt.
Nm 2010
Molson Coors cng b lin doanh vi Cng ty Bia Si'hai H Bc ca Trung
Quc. Cng ty bt u hot ng ti Nh my bia Molson Coors Si'hai Tha c,
Trung Quc.
Nm 2011
9

Lim
Ngy 2 thng 2 nm 2011, cng ty mua Nh my bia ca Sharp ti Cornwall, Anh

cho khong 20.000.000 .
Nm 2012
Ma xun nm 2012, cng ty thnh cng m rng vo cc th trng Trung v ng
u bng cch mua li nh my bia Starbev t CVC Capital Partners.
ngha cua cc bc ngot: S sp nhp hai hng sn xut bia thnh cng ti cc
th trng bia c li nhun cao nht th gii, l hon ton ph hp. Vi iu h se
c c ti chnh mnh me hn v hiu qu hn. Khi gia tng kch thc, qui m ca
cng ty thng qua cc hnh thc sp nhp, mua li, lin doanh se gip tng cng kh
nng ca Molson Coors h tr cc chin dch tip th rm r, gii thiu sn phm sng
to v m rng a l hot ng. T sau khi sp nhp, Molson coors thay i tm nhn
ca mnh v tr thnh nh sn xut bia ln th 5 trn th gii.
im li c nhng ct mc s kin quan trng ca Molson Coors, c nhng giai
on thng trm v c nhng cuc t ph mnh me ca mt nhn hiu ln trong nhng
bi cnh ca lch s th gii. Vi hn 200 nm kinh nghim, c th ni,Molson Coors c
mt b dy lch s y bn sc, l mt qu trnh mua v st nhp khng ngng cc cng
ty khc c th tr thnh mt trong cc nh sn xut bia ln trn th gii.
III. THNH TU T C
1. Trn lnh vc kinh doanh
Molson Coors bt u s tn ti ca n l cng ty sn xut bia ln th nm trn th
gii, vi doanh thu kt hp khong $ 6 t USD v sn lng hng nm 51 triu thng bia
mt nm. c xp hng s mt trn th trng bia Canada, s hai Vng quc Anh,
v th ba ti Hoa K. Cng ty nhm t c $ 175 triu trong tit kim chi ph hng
nm trong vng ba nm thng qua s phi hp khc nhau, bao gm c vic sp xp hp
l mng li nh my bia, mua sm hiu qu hn, v cng c cc chc nng hnh chnh.
Danh mc u t ca Molson Coors Brewing Company c cc thng hiu bia cao
cp hng u nh Coors Light, Molson Canadian, Miller Lite , Carling, v Blue Moon
trn khp Chu M, Chu u v Chu . N hot ng Canada thng qua cng ty con
10

Lim
Molson Coors Canada; ti M thng qua cng ty lin doanh MillerCoors, Anh v Ailen thng qua chi nhnh Molson Coors ti Vng quc Anh, v bn ngoi cc th trng
tim nng khc thng qua cc cng ty con quc t ca Molson Coors.
Cc cuc sp nhp v lin doanh vi SABMiller, cng ty Bia sihai, Sharp, Starbev
tiu tn ca Molson Coors mt khon tin khng nh nhng cng vi th trng
c m rng khp Bc M, Chu u, Chu .
Ti cc qun ru v bar, Molson Coors c doanh thu cao th ba trong s cc bia
nh ch sau 12 thng xut hin trn th trng. Cc loi bia Molson Coor ng chai v lon
cng rt thnh cng nh l bia Coors Light
Molson coors t ho c hn 65 thng hiu, dn u ca Vng quc Anh bn chy
nht l sn phm bia Carling, cng vi Coors Light, v Cobra cng c xut khu sang
chu u. Nhng sn phm cc cng c phn phi bi cc nh sn xut bia bao gm
Worthington, Blue Moon, Doom Bar ca Sharp, v Grolsch (Thng qua mt lin doanh),
cng nh mt s thng hiu theo giy php, hot ng vi ba c s sn xut bia ti
Alton, Burton-on-Trent, v Tadcaster. . Molson coors -UK Anh to ra khong doanh thu
bng mt phn ba doanh s bn hng ca tng cng ty.
2. Thnh tu lin quan ti s cng nhn cua cng ng
Trong lnh vc trch nhim x hi ca doanh nghip, ln u tin MC c nm
trong danh sch t ch s bn vng Dow Jones nm 2011( DJSI), l chun ton cu
c cng nhn pht trin bn vng gia cc cng ty ton cu. Trong s 143 cng ty
nim yt v ch s 12/2011 Bc M, Molson Coors l mt trong 6 cng ty Bc M
kinh doanh trong ngnh thc phm v nc gii kht t c ch s ny.
Trong nm 2011, Molson Coors c cng nhn l mt t chc hot ng lnh
mnh v hiu qu ca bo co CDP ( Carbon Disclosure Project), Bo co ny cng nhn
cc tp on ton cu, nhng t chc ang c cc n lc gii quyt vn bin i
kh hu.
Gia nm 2008 v 2012, gim kh thi trn mt n v sn xut 14%, vt xa mc
tiu ban u ca Molson Coors l 7%. Molson Coors thch thc a ra cc mc tiu
di hn ci thin hiu qu nng lng v nc tng ng l 25% v 20% vo t nm
11

Lim
2011- 2020. Molson Coors cng thng qua mt mc tiu y tham vng l gim
cng carbon xung 15% vo nm 2020. Hiu qu kt hp ca cc mc tiu ny l
m bo c ngun ti nguyn thin nhin mt cch bn vng v c tc ng ti a
trong vic gim nh v thch ng vi bin i kh hu.
MillerCoors cng t ra mc tiu y thch thc. n nm 2015, h t ra

mc tiu gim s dng nc cc nh my ca h 15%, gim s dng nng lng tng
s 15%, gim ng gi 2%, v gim cht thi cho cc bi chn lp 50%.
3. Kh nng, gi tr v truyn thng lu tr
Nim am m, tnhyu vi hng v bia l khng bao gi thay i trong vn ha ca
Molson Coors v chnh l ng lc Molson Coors tn ti.
Hai cng ty sp nhp u gia nhp ngnh sn xut bia vi truyn thng hn 200
nm kinh nghim v bia, Molson Coors mang hng v bia ti khp ni trn th gii,
vi h bia l qu kh p e, l nim say m, l a con tinh thn v l nim am m,
sng to, nt vn ha trong hot ng ca cng ty. Ngoi vic sn xut ra cc loi bia ph
hp vi tng khu v a phng v th hiu ngi tiu dng Molson coors vn lun gi
c hng v truyn thng ca bia ti v tm huyt ca nhng ngi sng lp.
Cht lng chnh l yu t quan trng hng u v Molson coors lun m bo rng
sn phm ca mnh c ch bin iu kin chun nht. Kh CO2 c ng dng trong
pha ch bia lun l tinh khit m bo cho bia lun mang mt hng v thun khit
nht
Thng qua cc hnh thc lin doanh, sp nhp, mua liMolson coors ang ngy
cng m rng hot ng kinh doanh ca mnh trn phm vi th gii. Molson Coors c
mt im mnh l kh nng pht trin m rng th trng tim nng ra bn ngoi qua cc
chin lc qun l vic sp nhp, mua li, lin doanh vi cc cng ty v i tc. ng
thi, vi kh nng sng to v trch nhim vi cht lng sn phm, vi khch hng,
Molson coors ang n lc ct gim chi ph trong cc hot ng to ra gi tr em n
cho khch hng li ch ti a. Molson coors cng l mt cng ty c b dy v trch
12

Lim
nhim i vi cng ng, vi mi trng, lun n lc tr thnh mt cng ty hot ng

lnh mnh v hiu qu, thn thin vi mi trng.
IV. PHN TCH S MNH V VIN CNH
1.
Vin cnh
Bn gc: We will become a top-tier global brewer

Tm dch: Chng ti se tr thnh mt nh sn xut bia hng u trn th gii
Phn tch vin cnh: "Molson Coors mong mun tr thnh mt nh sn xut bia
hng u c thc hin bi vic thc y hiu sut ca nhn vin v to ra cc thng
hiu tuyt vi. Molson coors ang thc y tng trng bng cch i mi, sng to, pht
trin thng hiu ca cng ty, cung cp v ti u t v nng sut cho s tng trng,
xy dng thnh cng da trn nhng gi tr vn ha. "
a. Muc ich ct li
p ng mong i ca khch hng bng cch lun cung cp sn phm p ng tiu
chun cao nht v mang hng v bia ti khp ni trn th gii.
b. Gi tr ct li
a.
Gi tr ct li: Tnh chnh trc, s tn trng v trch nhim
We believe integrity, respect and accountability have to be a part of everything we

do, everywhere we do it. That's how we do business and it won't change
Tm dch: Chng ti tin rng tnh chnh trc, s tn trng v trch nhim phi lun
l mt chun mc ca tt c mi th, mi vic chng ti lm, khp mi ni chng ti
u tun theo nhng iu . l cch chng ti lm kinh doanh v n se khng thay
i.
Tinh chinh trc : Hy lm nhng iu ng vi le phi
Molson Coors lun lun gi tnh chnh trc nh mt gi tr ct li. Molson Coors
lun cao cch ng x ca mnh m bo rng h ng x vi tt c mi ngi vi
s tn trng.
13

Lim
Molson coors tha nhn rng s tin tng v minh bch hnh thnh danh ting ca
cng ty. Danh ting v s chnh trc l m t trong cc gi tr ct li phc v Molson
Coors trong mt mi trng th trng ton cu ngy cng cnh tranh. Vi c duy tr danh
ting l trch nhi m ca tt c mi ngi khng phn bi t chc v, v tr nhm m
bo rng hnh vi ca con ngi Molson Coors khng ch p ng tiu chun cao m cn
gp phn tng cng n.
Bt k cng vic no ca Molson coors cng phi c thc hin mt cch hp l
ngay thng, lnh mnh, ng vi qui nh, ph hp vi cc tiu chun. Molson Coors xc
nh nhng g h lm c th m bo rng hnh vi ca h l chnh trc v mi phng
din.
S tn trng: Tn trng nhng hnh vi o c cao nht trong cng ty,
trong tt c cc giao dch kinh doanh ca mnh,

Tn trng cc gi tr vn ha, nhng truyn thng lu tr cho n ngy nay nhm
pht huy hn na nim am m vi bia, pht trin cc thng hiu bia tuyt vi.
Tn trng khch hng c trch nhim to ra cc sn phm tt nht cho h.
Tn trng cc qui tc, cc lut l, nim tin, cc gi tr m Molson coors theo ui v
gi gn
Tn trng cng ng, mi trng v x hi
Mi ngi trong cng ty phi tn trng v i x bnh ng vi nhau c nh th
mi lm cho t chc pht trin bn vng
Trch nhim
o c kinh doanh nh hnh vn ha ca Molson coors. Cng ty lun cao

trch nhim ca h thc hin tt cc quyt nh o c trong tt c mi th h lm.
Qun tr doanh nghip tt l trch nhim ca hi ng qun tr, ca i ng iu
hnh cp cao v nhn vin, v tt c nhng c nhn lm vic trong Molson Coors .
14

Lim
Trch nhim v cht lng sn phm: Cht lng chnh l yu t quan trng hng
u, xy dng danh ting da trn s cam kt v cht lng, cng hin cho cht lng l
u tin hng u trong nguyn tc hot ng ca cng ty
Trch nhim vi khch hng thng qua cc c gng to ra cc thng hiu tuyt
vi nht, ph hp vi hng v ca tng vng min trn th gii.
c. Hnh dung tng lai: "muc tiu thch thc" l tr thnh "top 4 nh sn xut
bia ton cu"
Tr thnh cng ty bia c bit n mi khu vc, lnh th trn th gii
Nm trong danh sch cc nh u t, i tc c la chn nhiu
Pht trin ton din danh mc sn phm nhm hng ti mt lc lng tiu th
rng ln ng thi m rng sang cc sn phm gi tr cng thm c t sut li nhun ln
hn.
Mi hnh ng v quyt nh ca cng ty u phi da trn cc kha cnh sau
m bo s hiu qu
-
Qun tr v o c
Trch nhim - Sn phm
Chu trch nhim mi trng
Xy dng hnh nh thng hiu l mt cng ty c trch nhim x hi
cao, khuyn khch nhn vin tham gia vo cc chng trnh mi trng
2.
Xy dng mt doanh nghip tp trung vo vic tn trng cng ng

S mnh
Bn s mnh rt gn: Delighting the world's beer drinkers

Tam dch: Lm hi lng nhng ngi ung bia trn th gii
Bn s mnh th 2:We desire to produce the best products and services for
consumers in the world market. In the process, our employees and managers will utilize
15

Lim
the newest technology and innovation to ensure profits for shareholders and growth for
the company. Our breweries and production processes will operate with a concern for
employee
livelihood
sustainability,
environmental
protection,
and
community
commitment. We will continue to provide our value chain with the best value possible.
Our philosophy towards innovation and product sustainability displays a commitment to
our company and will ensure progress in the industry for the short and long term
Tam dch: Chng ti mong mun sn xut cc sn phm v dch v tt nht cho
ngi tiu dng trn th trng th gii. Trong qu trnh ny, nhn vin v cc nh qun
l ca chng ti se s dng cc cng ngh mi nht v lun c s i mi m bo li
nhun cho cc c ng v tng trng cho cng ty. Cc nh my bia v quy trnh sn xut
se hot ng da trn phng chm quan tm n ngh nghip lu di cho ngi lao
ng, bo v mi trng v cam kt vi cng ng. Chng ti se tip tc cung cp cc
chui gi tr vi gi tr tt nht c th. Trit l ca chng ti i vi s i mi v tnh
bn vng ca sn phm biu hin cho cam kt ca cng ty chng ti ng thi se m
bo s pht trin tin b trong ngnh cng nghip ngn hn v di hn.
Phn tich s mnh:
i vi Molson, c 5 trch nhim quan trng:
Qun tr v ao c : o c v c trch nhim trong hot ng kinh doanh
ca Molson Coors.
Trch nhim sn phm : chu trch nhim v cht lng sn phm m
Molson Coors c trch nhim qung co v bn.
Qun l mi trng : sn xut v ng gi sn phm ca Molson Coors ph
hp vic bo v cho mi trng.
Nhn vin v cng ng : H tr pht trin, tham gia v gi gn sc khe ca
ngi dn v u t trong cc cng ng ni cc nhn vin Molson Coors sng v lm

vic.
16

Lim
a. nh hng khch hng v m hnh kinh doanh

Khch hng : Molson Coors hng ti mi khch hng trn phm vi ton
cu. Bi vy, Molson Coors lun n lc ci tin p ng nhu cu cho c n ng ln
ph n, cho nhng ngi yu thch bia v c nhng ngi cha tha mn nhu cu v
nc gii kht. ng thi lun tm cch ci thin h thng phn phi trn ton cu, m
rng th trng.
Nhu cu ca khch hng: Bia l mt thc ung ph bin trong cuc sng thng
ngy ca chng ta, mi vng min tng thch vi nhng khu v khc nhau. Bia khng
ch l thc ung m n cn l vn ha trong cng ng.
Lnh vc kinh doanh: Molson Coors l cng ty nghin cu v sn xut cc sn
phm cc loi bia, bia nh, ung mch nha v ung nng lng. Trong , sn
phm ct li ca cng ty chnh l bia. i vi Molson coors, bia l nim am m, l di
sn v l tng lai ca cng ty. Molson lun lun khng ngng i mi ph hp vi
nhu cu ca ngi tiu dng tuy nhin s thay i vn khng lm mt i hng v
truyn thng.
Cch thc tha mn nhu cu ca khch hng:
Chng ti xem khch hng ca cng ty lun l ngun cm hng chng
ti tm ti, sng to v i mi cc thng hiu bia ca chng ti v quan trng hn na,

chng ti mong mun em li nim vui, s thch th, v ngon ca thc ung ti tt c mi
ngi trn th gii.T , Molson Coors tm hiu, nm bt nhng hng v a phng
ca tng vng thng qua chin lc tm ngun cung ng. Coi trng cc sng kin ct
gim chi ph c c mt mc gi c hp l cho ngi tiu dng.
Sn phm ca Molson coors lun c i mi v ci tin c v cht lng
ln hnh thc, p ng cho nhu cu ngy cng thay i ca ngi tiu dng ton cu.
Molson Coors lun n lc to ra mt h thng phn phi thun tin ton
cu thng qua cc hnh thc lin doanh, sp nhp, mua liMolson coors ang ngy
cng m rng hot ng kinh doanh ca mnh trn phm vi th gii, p ng nhu cu
mua sm ca khch hng
17

Lim
Qun l cht lng: Molson chm sc t m v cht lng ca cc sn
phm trong sut chui cung ng. Qun l cht lng ca cng ty ko di t vic la chn
cn thn ca la mch v cc sn phm nng nghip khc, t qu trnh mua sm, trong
sut qu trnh sn xut bia, trong vic ng bao b, v qun l knh phn phi m bo
rng khch hng se c ung loi bia ti ngon nht.
Chng ti thnh cng khi sn phm ca chng ti c tiu th ng cch
Molson coors lo ngi su sc v ung ru qu mc, v trch nhim v
vic ung ru bia ca cc bn v thnh nin. Molson coors mun cc sn phm cht
lng ca cng ty c hng trch nhim bi nhng ngi tui ung.
b. Molson Coors mong mun g?
V bn thn cng ty: Molson mong mun tr thnh mt trong nhng nh sn xut
bia hng u trn th gii, p ng c cc nhu cu cha c tha mn ca ngi tiu
dng v nc gii kht.
Do , Molson khng ngng to ra cc sn phm bia vi cc hng v khc nhau,
hng n nn cng nghip bia xanh s dng cc nguyn liu hon ton t nhin.
Mong mun mang lai cho khch hng: Molson mong mun tt c mi ngi trn
th gii u c tip cn vi loi bia ph hp vi hng v ngon nht, m nht.
Molson v ang to ra cc sn phm vi lng calo nh hp dn ph n. Gn
y, l cc sn phm bia chai v lon c p lnh n mt nhit hon ho. Molson
lun lng nghe kinh nghim t nhng ngi ung bia v s hi lng ca h lun l ng
lc cho Molson.
c. Cam kt vi gii hu quan
Cc
ng gp cua cc
gii
hu
gii hu quan
quan
Nhn
vin
- N lc v trch
nhim trong cng vic,
Cam kt cua Molson Coors

- To mi trng lm vic on kt, tn trng
ln nhau
18

Lim
- Tun th cc gi
tr/nguyn tc
Khch
hng
C
ng
- m bo ngh nghip lu di
C c lng trung
- Cung cp loi bia: ph hp khu v, cht
thnh
lng, kinh t
Tng doanh s v
- Phng chm: A little taste of home
li nhun.
everywhere you go.
H tr v lun ng
h cc quyt nh kinh
doanh ca cng ty
- m bo li nhun
- m bo ti sn
- Thc y li sng lnh mnh
Cng
ng
Cng nhn cc n
lc ca cng ty
- Bo v mi trng
- u t vo cc H phc v cng ng
ng h v chp
nhn quy trnh sn xut,
Xa hi cung ng cng nh
qung co tip th ton
cu
3.
Quan tm v chia s
Pht trin bn vng
- Tun th cc nguyn tc bo v mi trng
Cc gi tr
Excelling
Passion
Integrity and Respect
Creativity
Quality
Phn tich
Vt tri
C gng cung cp cc sn phm vi cht lng cao nht v hng v tt nht c
th thng qua cc thng hiu bia trn ton cu
19

Lim
Molson coors lun c gng cung cp cc sn phm cht lng cao vi m t s

khc bi t. Mc ch ca Molson coors l a hng v bia ti mi ni trn th gii v tr
thnh mt trong nhng nh sn xut bia hng u ton cu.
Nhn vin Cam kt trch nhim vi chnh mnh l cha kha chin thng v lm
cho h xut sc hn bt k ai.
Nim am m
Kh nng, s am m v s rng buc ca nhn vin l nt c trng ca cng ty.
Molson Coors c mt tnh yu tuyt vi vi bia , nhng nhn vin ca Molson
coors ln tm cch tha mn nim say m bng cch lm hi lng khch hng s
dng bia trn th gii vi cc thng hiu ca Molson Coors..
Tinh chinh trc v s tn trng
Mi giao dch ca Molson Coors lun cng bng v o c.
Trung thc, o c v ci m nh l mt c s cho vic xy dng mi quan h
tin tng lu di.
i X vi ngi khc nh chng ta mun c i x nh th.
Tch cc pht trin v chia s kin thc trong nhm, tn trng ln nhau trong cng
vic
Cn bng li ch ca cc nhm a phng.
Thc y s tin cy v tnh chnh trc trong mi quan h ni b.
Khuyn khch tnh ng nghip v to khng kh thoi mi.
Cc hot ng v quyt nh c c a ra da trn cc gi tr, nim tin m
bo lun cng bng, chnh trc.
Xy dng mi quan h lu di, da trn s tin tng.
Molson Coors tn trng cng ng a phng ni n hot ng.
20

Lim
Sng tao
Molson Coors mong mun cung cp cc la chn tt hn cho sn phm v dch
v
tng mi l v nui dng nhng tng mi lm tng li th cnh tranh
Lm nhng iu bt ng to ra s khc bit
Molson Coors sng to v dn u trong mt th gii thay i hng ngy
Cht lng
Hiu qu lm vic c th hin kt qu cui cng.
Lun n lc cung cp cc sn phm tt nht , vt ra ngoi cht lng mong i
ban u.
B. PHN TCH MI TRNG BN NGOI V PHN TCH NGNH
Sau khi hon thnh sp nhp th Molson Coors tr thnh hng bia ln th 5 trn
Th gii. Molson Coors c tr s ti Denver, Colorado, M vi hn 400 nhn vin lm
vic trong cc vn phng trn khp Hoa K, Chu u, Chu v Chu M La Tinh,
ng thi n vn duy tr tr s ti Montreal, Canada. Do , nhm chn th trng M
phn tch v mi trng hot ng ca Molson Coors
Khng gian nghin cu: M
Lnh vc nghin cu: Hot ng sn xut bia M
Ngnh: Cng nghip Bia
Thi gian: ln cn 2000- 2010
Vi nt v th trng bia M
Bia l ung c cn ph bin nht ti Hoa K. Vi hn 1.500 nh my bia, Hoa
K sn xut khong 230 triu hectoliters (khong 6 t gallon) bia hng nm v dn u
th gii trong sn xut bia. S lng cc nh my bia ti Hoa K ng u th gii. Sn
21

Lim
lng tiu th bia ca ngi M l khong 85 lt / u ngi hng nm, trong nm

2002 ng th 8 trn th gii.
Th trng bia M tp trung hu ht vo 3 nh sn xut bia ln ( Big Three) l:
Anheuser-Busch, Nam Phi Breweries 'Miller (SAB-Miller) v Molson Coors, chim
khong 79% doanh s bn bia M. Khng ngc nhin, Big Three chim hu ht doanh
thu, vi Anheuser-Busch hng u 378 triu$, tip theo SAB-Miller mc $ 175 triu
USD v Molson Coors 151triu$.
M rng th phn, tng gi v ci thin hiu qu sn xut l cha kha nng cao
li nhun hot ng cho hng bia ln ca quc gia trong th trng bia ca M.
I.
MI TRNG V M
1. Mi trng vn ha xa hi
Vic lm dng ko di bia ru c th gy ra nhng nhng tn hi lu di n sc
khe ca con ngi, bia ru l nguyn nhn gy nn mt s cn bnh nguy him ph
bin ngnh nay nh: thn, vim gan, vim lot d dy, ung th, bnh bo ph, bnh tiu
ng, tn thng no, c bit l gy nh hng xu n thai nhi khi ngi m s dng
bia ru
Ru c lin quan vi tng nguy c ca mt s bnh ung th. N l nguyn nhn
ca 3,6% tt c cc trng hp ung th v 3,5% t vong do ung th trn ton th gii
ny. Theo iu tra Phng vn ca hip hi y t quc gia M, nh gi hn 300.000 i
tng mc bnh ung th v hn 8.000 ca t vong v ung th do tc hi ca bia ru gy
ra.
Ru cng l nguyn nhn ca cn bnh bo ph. Vi nhng cnh bo nguy him v
nn dch bo ph M cc nm va qua c tc ng rt ln v thc ca ngi M
trong vic la chn thc phm cng nh ung. Nguyn cu mi y cho thy bo ph
v lm dng ung c cn l nhng nguyn nhn hng u gy t t do tim khng
phi do bnh ng mch vnh.
Nm 1994, t l ngi trng thnh b bo ph M l 22,9%; t 19,4% vo nm
1997; 24,5%, nm 2004 v 26,6% trong nm 2007. T l tip tc tng trong nm 2008 l
22

Lim
33,8%. V ngi ta d on ngi trng thnh ti M c th b bo ph (2012, 42%

ngi trng thnh b bo ph), trong s ny 11% b bo ph nghim trng trc nm
2030.
Mt nhm chuyn gia c vn Washington, c tnh: nn bo ph gy thit hi
mi nm cho kinh t M t nht 215 t USD trong 150 t USD cha cc chng bnh
lin quan n bo ph, gp1,5 ln chi ph cho cc bnh ung th; x nghip M b thit hi
mi nm 73,1 t USD do nng sut thp ca cc ngi bo ph
V ngi ta nghin cu rng trong cc nguyn nhn ca nn bo ph M do ung
qu nhiu bia lm tng cht bo trong mu ( triglycerides ) v tng lng Calo (Calo tiu
th qu nhiu c th dn n bnh bo ph v nguy c pht trin bnh tiu ng cao
hn.)
T l t vong do ru bia: bng thng k t l t vong lin quan n bia ru ti
Hoa K
Tng s trng hp t vong
Ru-Bia-t vong lin quan
Nm
2005
43.443
16.885
39
2006
42.532
15.829
37
2007
41.059
15.387
37
2008
37.261
13.846
37
2009
33.808
12.744
38
phn
trm
=> S lng t vong do bia ru ti Hoa K gim dn qua cc nm l kt qu ca

vic tng nhn thc ca ngi tiu dng v tc hi ca bia ru.
Thay i quan im v sn phm: Ngi M ngy cng c khunh hng chn
Ru hn bia. V h c thc rng ru tt hn bia. Ung ru vang sng lu hn;
Ung ru vang c t l ung th thp hn. Ung ru vang n tt hn. Cc nh nghin
23

Lim
cu cng lu rng nhng ngi ung ru c xu hng c gio dc tt hn v giu

c hn so vi ung bia, m cng c kt qu sc khe tt hn.
e da:
S tng cng cnh bo v tc hi ca bia lm tng nhn thc ca khch hng v
bia.
Xu hng tiu dng ung c cn gim
Gim doanh s ca cng ty. Tng s cnh tranh trong ngnh.
Thch thc ci tin sn phm ph hp vi th trng v sc khe ca ngi
tiu dng m khng lm mt i hng v truyn thng c trng ca Bia
C hi:
M rng lnh vc kinh doanh sang ru
Nn tng xy dng thng hiu thng qua cc chnh sch sng c trch nhim
vi cng ng nh "Think don't drink and drive" nh mt li th cnh tranh
2. Mi trng nhn khu hc
a. Dn s
Dn s M tng gp ba trong th k 20, vi mt tc tng trng khong
1,3% mt nm. Tnh n thng 1, 2010 dn s M c tnh chim 4,51% dn s th gii
Theo mt nghin cu gn y, khong trn 40% dn s M tiu th bia v hn 30%
ngi ung bia l ngi mua bia thng xuyn. Mc tiu th bia ca M l 66 lt trn
u ngi/ nm.
C cu tui ( c tnh nm 2010):
0-14 tui: 20,1% (nam 32.107.900
/ n 30.781.823)
24

Lim
15-64 tui: 66,8% (nam 104.411.352 / n 104.808.064)
65 tui tr ln: 65 tui tr ln: 13,1% (nam 17.745.363 / n 23.377.542)
M c c cu dn s gi v t sut nam n xp x nhau. T nm 2000 n 2005, s

lng ngi gi c d bo se tng 135%. Hn na ngi tiu dng m ung bia t khi
c tui, t 66 lt/ngi khi tui 20-30 tui gim xung 16 lt cho mi u ngi khi
h 50 tui, ch yu l do vn sc khe v gi gn sc khe.
Trong x hi hin i, ph na ngy cng khng nh bn thn mnh, tham gia cng
tc x hi nhiu hn, tham gia vo cc bui x giao, tic tng, h cng lm nhng vic
ging phi mnh nn th trng Bia ang ra sc thu ht lc lng tiu th ng o
ngang nga mt na th gii ny.
b. Thu nhp
Trong nm 2011, thu nhp ca h gia nh trung bnh M l khong $ 51.413. Thu
nhp ca ngi M ang gim, lng trung bnh hng nm gim 1,2 % so vi nm 2009,
v t mc thp nht k t nm 1999. Trong mt cuc thm d ca Gallup, th c n
20% dn s M nh gi tnh hnh ti chnh ca h l "ngho.
Vn chnh vn l M ang phi i mt vi tht nghip di hn c cu. Theo B
Lao ng M, t l tht nghip vn cao mc 9,4% trong nm 2010.
C hi: Dn s tng cao thc y cc hot ng gii tr cng tng ln nht l
trong gii tr, h mun pht trin v th hin bn thn mnh nn se tng chi tiu tha
mn nhu cu. iu ny c nh hng tt n ngnh cng nghip bia, gip h gia tng
doanh s bn hng.
Sn xut cc dng bia dnh cho ph n
e da:
Thu nhp gim lm cho kh nng mua ca khch hng gim mnh se nh hng n
lng tiu th ca cc hng bia.
25

Lim
S gi ha dn s se lm cho vic tm kim ngun lao ng tr v c ti nng tr

nn kh khn, mt khc khch hng ca ngnh bia ch yu tp trung vo gii tr nn se
dn n s co li ca th trng tiu th ung c cn
3. Mi trng chinh tr- php lut
M, ngnh cng nghip sn xut bia l ty thuc vo quy nh ca chnh ph
rng ri ti c hai cp lin bang v tiu bang, cng nh quy nh bi mt lot cc chnh
quyn a phng. Mt s quy nh p dng cp lin bang v tiu bang lin quan n
sn xut, phn phi, ghi nhn, qung co, thng mi v gi c thc hnh, c im
container, nng cn, thu sut v x l cht thi.
Bia l mt thc ung kch thch, ung nhiu bia se khng tt cho sc khe, khng
lm ch c bn thn do c nhiu lut l nghim khc lin quan n cm s dng
bia. hu ht cc nc, bia l mt hng b nh thu tiu th kh cao.
Chnh ph Hoa K thu c khong $ 13 t ng thu t cc hng sn xut bia
hng nm gp 7 ln so vi li nhun ca ton b ngnh cng nghip bia. Chnh ph
Lin bang tnh thu tiu th c bit i vi bia c bn M mc $ 18,00 mi
thng, hay 58 cent cho mi gallon, v mi tiu bang cng c qui nh v thu tiu th c
bit khc nhau, t 2 cent cho mi gallon n 1,07 USD cho mi gallon. Thu tiu th c
bit quy nh ring ti cc Bang ca M nh ti New York bia khng c tng gi trong
180 ngy sau khi gim gi. (Theo lut Thu Tiu th c bit i vi thc ung c cn
nm 2003)
Gi bn c xc nh bi chnh quyn ti cc bang, tiu bang, mt s tiu bang
nc M khng cho php bn ru, bia sau 8h sng v trc 23h m, v khng c
bn bia vo ngy ch nht v l ging sinh nu khng c giy php c bit. ( iu lut
cm bn ru vo ngy ch nht 01/01/1998)
Chnh ph cng c rt nhiu quy nh phn phi bia. Bia ch c php thng qua
t nh sn xut n nh phn phi ri n bn l. Vi mc ch gim kim sot ca nh
sn xut bia qua cc nh bn l v m bo hiu qu thu thu.
Ngoi ra cc qui nh v vic s dng bia ru qu mc, hay s dng bia ru lm
cht kch thch v trong khi li xe cng nh vn sc khe b nh hng, vic s dng
26

Lim
bia ru ca nhng tr em cha n tui v thnh nin. L nhng vn nan gii i

vi bt c hng sn xut bia no.
Cc cng ty bia ang lin tc chin u cho quyn qung co di p lc ngn
nga v thnh nin ung ru. Lut php M cm bt c ai di 21 tui tiu th ru v
bia. Nu cc bn tr mun mua ru bia hay n bar, th h phi xut trnh giy t ty
thn chng minh l mnh tui. Hoa K, bia (lagers) ni chung qui nh nng
cn ch t t 3,6 n 3,8% tnh theo trng lng (khong 4,5 n 4,7 theo th tch),
Mt s loi bia "light", c nng cn l t 2,3 n 3,2% tnh theo trng lng (2,8 4% theo th tch). Vi ngi iu khin xe th nc M quy nh tt c cc bang u phi
quy nh li xe ch c php c cn trong mu l 0,08%.
C hi:
Cc qui nh khc khe ca chnh ph to cho cc cng ty trong ngnh mt ro cn
php l cao, ngn chn cc i th tim tng nhp cuc.
e da:
Vic tun th ng cc qui nh ca php lut Hoa K v sn xut ung c cn l
khng h d dng
Thu cao se dn n vic tng gi sn phm nh hng trc tip n chi tiu ca
khch hng
Tn km cho cc khon chi ph v thu, ci tin qui trnh sn xut theo tiu chun
cht lng ca chnh ph lin bang.
4. Mi trng cng ngh
Cng ngh v ang to ra nhng bin i mnh cho nn kinh t th gii. N tc
ng n hu ht cc kha cnh trong cuc sng v ngnh sn xut cc sn phm v bia
cng khng ngoi l. Cc cng ty sn xut bia quy m ln u t i mi cng ngh v
thit b bng cch tng cng sut, cht lng, tnh t ng ha, tit kim nng lng v
thn thin vi mi trng.
Do cc thnh phn s dng sn xut bia c khc bit ty theo tng khu vc, cc
c trng ca bia nh hng v v mu sc cng thay i rt khc nhau ,Vi mc tiu
27

Lim
hng ti cht lng t c ca cc loi bia l tuyt ho,cc cng ngh hin i ng
dng vo trong qu trnh sn xut bia cng l mt nhn t rt quan trng. Cc cng ngh
c ng dng rng ri hin nay em n nhng hng v bia c trng v cng gp
phn vo vic bo v mi trng. y cng l yu cu bt buc i vi cc cng ty sn
xut bia M.
Cng ngh vi sinh
Cng ngh ln men pht trin mnh: C th thy 1 trng hp kh r l vic ra
i phng php ln men mi l ca Heiliger gip rt ngn thi gian ln men, tng tui
th ca men bia, gim nguy c nhim khun v cht lng hng v bia c tng ln
ng k tc ng mnh n ngnh sn xut bia.
Cng ngh vi sinh cn c s dng trong qu trnh ti ch cc cht thi, nguyn
vt liu d tha, c bit sau qu trnh ln men ru bia, to xng du sinh hc, ti ch
nc
Ngoi ra vi cng ngh vi sinh pht trin, nh sn xut c th ci tin quy trnh ln
men, iu chnh hm lng cn, ng thi c s pha trn c bit nhiu hng v tri
cy, to ra s khc bit trong mi sn phm bia
Cng ngh ti ch v vt liu mi: Cc i th trong ngnh bia ton cu ang ngy
cng cnh tranh trn nhng yu t khc bit ngoi chi ph thp, do sn phm bia trn th
trng a dng, gi r, mun thu ht ngi tiu dng v th a phn cc cng ty ang ra
sc to li th cnh da trn s ci tin vt tri. Cc cng ty trong ngnh ang n lc
tung ra cc sn phm c ng dng cng ngh tin tin, ci tin bao b v chai thn
thin vi mi trng, c tnh ng dng cao, d bo qun v linh ng trong vic gi
hng v bia.
Vi s ra i ca v lon ECO Can, khng ch c lm
bng vt liu c th ti s dng, nu b thi ra mi trng,
ECO Can se t phn hy hon ton. Vi ECO Can v tng
28

Lim
lai l chai thy tinh t hy, cc cng ty se tit kim c chi ph thu mua ti ch v lon
bia, gim chi ph sn xut ng thi bo v c mi trng
C hi:
Vic p dng cng ngh cao gip rt ngn thi gian tung ra sn phm mi
Tit kim c chi ph v bo v mi trng
Gia tng ro cn nhp ngnh, gim bt i th cnh tranh.
Nng cao cht lng sn phm
e da:
Phi u t ngun lc khng l cho vic pht trin nghin cu cng ngh mi.
Mun c c loi bia t cht lng tuyt ho phng php v quy trnh sn xut
i hi tun th phi nghim ngt.
Vn hng gi, hng km cht lng.
5. Mi trng kinh t
Nm 1998, tng sn phm quc ni ca M - gm ton b sn lng hng ha v
dch v trong nc - t trn 8,5 nghn t USD. Mc d chim cha n 5% dn s th
gii, nhng nc M li chim ti hn 25% sn lng kinh t ton th gii. Nm 1999,
tc tng trng GDP ca M t cao nht trong lch s l 4.8%
Sau t suy thoi nh t thng 3 n thng 11 nm 2001, kinh t M bt u tng
trng vi tc trung bnh l 2,9% trong giai on t 2002 n 2006.
Bt u t nhng nm 2004, bt u c nhng du hiu bt n cho nn kinh t M,
l nhng bin ng t th trng bt ng sn M v ly lan sang lnh vc ti chnh.
Cc cng ty gp kh khn trong cc vn kinh doanh, huy ng vn m rng th
trng v gi vng th phn kinh doanh, chnh v th, xu hng ca cc cng ty l hp
nht, sp nhp li vi nhau cng c , h tr ti chnh v cc ngun lc trong thi bui
kinh doanh kh khn, ngnh sn xut Bia M cng th, chnh v vy nm 2005, Molson
Coors ra i l kt qu tt yu ca s sp nhp 2 hng sn xut bia lu nm m v
Canada.
Khng hong kinh t M bt u vo thng 12 nm 2007 v chm dt vo thng
6/2009 l ti t nht m M bit n. Cuc khng hong ny bt ngun t s st
gim ca th trng bt ng sn M. V bn thn n li l ngun gc trc tip ca
29

Lim
cuc khng hong ti chnh ton cu 2007-2010. Sau mt thi gian ri vo suy thoi, k
t gia nm 2009, nn kinh t M c hi phc t cuc suy thoi nghim trng nht
v cuc khng hong ti chnh gy au n cho t nc. Tc tng trng nm 2009
xung ti mc -2.4%. n cui nm 2009, nn kinh t M tng trng vt bc vi
tng sn phm quc ni (GDP) l 5,9% trong qu 4 nm 2009.
Nhng t sp nhp gn y nht cng c km theo bi cc n lc ca tp on
nhm cu trc li cc hot ng ca mnh. Thc vy, cnh tranh ton cu tng ln lm
cho cc cng ty M phi n lc c gng tr nn gn nh v hiu qu hn. Nhiu cng
ty ct gim nhng dy chuyn sn phm b coi l khng ha hn, b bt cc chi nhnh
hoc cc n v kinh doanh khc v cng c li hoc cho ng ca nhiu nh my, ca
hng v cc i l bn l.
Tng trng kinh t M
Biu tng trng kinh t M theo nm t nm 1999 n 2009 (n v: %)

Vn chnh vn l M ang phi i mt vi tht nghip di hn c cu. Theo B
Lao ng M, t l tht nghip vn cao mc 9,4% trong nm 2010
C hi:
Tin hnh ci t li t chc, ct gim cc b my hot ng khng hiu qu v xu
hng hp nht, sp nhp, hp tc ca cc cng ty trong ngnh vt qua thi k
kh khn ca nn kinh t
Nhng tp on sn xut bia ln mnh khi c iu kin c th m rng th phn
ca mnh t cc i th hay thu tm nhng cng ty ang trn b vc ph sn.
e da:
30

Lim
Lm pht gia tng, li sut cao dn n tng gi bia leo lm st gim nim tin ca
ngi tiu dng. H tht cht chi tiu hn trong tiu dng. Ngi tiu dng ch trng vo
gi c nhiu hn khi quyt nh chn loi bia cho mnh. iu ny se gy ra tc ng
khng tt i vi cc hng bia c sn phm thm nhp vo th trng vi mc gi cao,
ng thi c th khin cho nhiu cng ty ph sn khi m tim lc kinh t ca h khng
b p chi ph.
Cnh tranh gia cc i th tng ln, tnh trng i u cng thng v theo st tng
hnh ng ca i phng
II.
MI TRNG TON CU
- Nhn thc v tc hai cua bia ru ton cu ngy mt tng: cc bnh ngi dn
ch trng nhiu hn vo sc khe ca mnh, ngi dn chuyn sang s dng cc sn
phm thay th a dng v m bo sc khe, t l tht nghip, kinh t kh khn, lm pht
cng l mt trong nhng nguyn nhn lm st gim nhu cu tiu dng ca ngi dn
- nhim mi trng v bin i khi hu l vn ton cu hin nay: y l
mt vn ton cu cp bch cho th gii gim s nhim mi trng chng li s
nng ln ca tri t l nguyn nhn chnh ca hin tng nc bin dng cao v cc
thm ha thin nhin din ra ngy cng nhiu. Kh hu b thay i, nguyn nhn bt
ngun t cc kh gy nn hiu ng nh knh nh kh CO2, thi ra t cc nh my cng
nghip ch to my cng nghip c nhiu chuyn gia nh gi se tr thnh mi e
do ln v dai dng nht i vi nhn loi. H tin on nhit tng ln mt cch
nhanh chng se lm mc nc bin tng cao, gy nn l lt v hn hn d di
Ngy nay vi s cnh tranh khc lit ca cc hng bia trn ton cu, cc cng ty
sn xut bia khng t li nhun ln hng u m cn phi quan tm n mi trng ton
cu. Thnh phn ch yu trong cc sn phm bia l nc nn c trch nhim s dng hiu
qu ngun ti nguyn thin nhin v thay i kh hu c th gy ra s st gim trong sn
xut bia trong vng 30 nm qua, nh cc khu vc kh tr nn kh v thiu nc trm
trng hn.
- Gi nguyn liu u vo tng : 1999 2007: gi du tng mnh do nh hng
ca cc cuc khng hong v chnh tr v kinh t
31

Lim
Gi bia c th se tng trong nhng thp k ti do bin i kh hu se cn tr vic

sn xut la mch, thnh phn chnh ca bia. Theo cc chuyn gia ca hip hi bia M
iu c ngha l hoc se c cc qun ru m khng c bia hoc cc chi ph ca bia se
tng ln. Tuy nhin trong nhng nm gn y, nh hng ca khng hong kinh t cng
cc vn v bin i thi tit ton cu. Gi la mch bin ng cao trong nhng nm
gn y. V d, trong u nm 2008 gi la mch tng khong 45% so vi nm trc.
iu ny l do iu kin thi tit kh hn trong sn xut ln nc v hn ch xut khu
i vi mt s nh xut khu ti CIS.
- Th trng ton cu hp dn: Lng tiu th st gim cc th trng truyn
thng trong khi gi nguyn liu u vo tng vt, khin ngay c cc hng bia ln nht th
gii phi tm cch bnh trng tng kh nng cnh tranh bng cch thu tm cc i
th nhm m rng phm vi kinh doanh, gi th phn cho mnh. Trong nhng nm gn
y, lng tiu th ti cc th trng truyn thng ca cc hng bia nh Ty u v M
gim mnh. Tuy nhin, th trng ti chu v Nam M li ang phnh rng, do ngi
dn cc nc ny ngy cng tip cn nhiu vi vn ha phng ty, c bit th h tr.
Theo hip hi cc nh sn xut bia chu u, trong nm 2007, chu ngn 31,8%
sn lng bia ton th gii, bng c Ty u v M gp li. y cng l l do khin cc
hng bia tng cng sp nhp, nhm c lc mnh m rng sang cc th trng mi.
- Xu hng Mua lai v sp nhp (M&A)
Giai on 1998 2007, y l giai on m k lc v con s st nhp cc cng ty
bia trn th gii. Nhng vn chnh lin quan n cu chuyn ny nh:
+ Cng c th trng
+ Tng cng sut: Nng lc cp n s lng u ra rng mt cng ty c kh
nng sn xut cho cc ti sn hin c ca n. Cc cng ty se c cng sut ti a m h c
th sn xut ti sn vn ca h. Mua li cc cng ty bia khc c th cho php n c th
nng cao nng lc ca n tng i nhanh chng.
+ Khai thc tnh kinh t theo quy m: Cc cng ty t c quy m kinh t t vic
mua li mt hy vng se s dng nhng li ch n se c tng t chi ph n v thp hn
32

Lim
hoc tng li nhun ca mnh hoc cho php n c th cnh tranh vi cc i th ca

n hiu qu hn.
+ Thm ngun vt t, mng li phn phi : Mua li nhm lm gim s ph thuc
vo cc nh cung cp hoc cung cp cho n truy cp vo cc th trng mi. iu ny c
th dn n vic tng cng v tr cc doanh nghip v cung cp cho n mt li th cnh
tranh ng k so vi cc i th ca n.
C hi:
M rng ngun nguyn liu v th trng:
- M rng kinh doanh sang cc th trng c tim nng nh chu , chu u, mt

s nc khu vc M la tinh v vng Caribe
- Vic m rng hot ng kinh doanh sang cc nc ngoi se d dng hn do chnh
sch m ca ton cu v s thc y giao lu vn ha, cng ngh gia cc quc gia.
- To cc lin minh chin lc, lin kt, hp tc , lin doanh vi cc cng ty nc s
ti lm gim nguy c khi MC di chuyn vo cc hot ng nc ngoi, tit kim chi ph
v tn dng c mng li phn phi
Pht huy c tnh kinh t theo quy m: Cnh tranh ton cu ang tng mnh,
cc tp on Bia ru a quc gia ang dn m rng lnh th hot ng, vi li th v

qui m, h ang dn to dng c v th vi s vt tri v cht lng v gi r, y l
mt thch thc ln cc cng ty i th trong ngnh c nhng n lc gim chi ph
thu ht lng tiu th.
e da:
-
Xut hin nhiu i th cnh tranh tim tng.
Kh nng ngun nguyn liu la mch cung khng cu cho vic sn xut
Ri ro kh on v bt ng
Cnh tranh gay gt
bia
III. PHN TCH NGNH V CNH TRANH

33

Lim
1.
nh ngha ngnh, m t v gii thiu ngnh
Theo ICB, bia l phn ngnh cp 3 thuc phn ngnh ung trong ngnh hng
tiu dng. Ngnh ung c chia lm hai loi: ung c cn nh bia, ru.
ung khng cn nh nc ngt, nc khong, nc tri cy Phn ngnh bia c nh
ngha bao gm cc cng ty sn xut v phn phi ung ch xut t la mch
Bia l mt trong nhng sn phm ung chim t trng th phn cao nht trong
lnh vc cng nghip sn xut ung trn ton cu.
M t ngnh
+ Ranh gii a l th trng: Ngnh cng nghip sn xut bia l mt nn kinh
doanh ton cu, bao gm mt s cng ty a quc gia chim u th trn th trng v hng
ngn cc nh sn xut nh t cc c s nh ti cc c s ln ca vng.
+ Quy m: Ti Hoa K, tnh n nm 2011 c 2.000 nh my bia v cc c s
nhp khu v 2.700 c s phn phi bia.
Bia l ung c cn ph bin nht M chim khong 85% khi lng ung
c cn c bn ti Hoa K mi nm. Hng nm to ra hn 91,6 t ng doanh s bn l.
Tnh n nm 2009, th trng bia l tp trung nht vo ba nh sn xut Anheuser-Busch,
Breweries Miller (SAB Miller), v Molson Coors Brewing Company chim khong 79%
doanh s bn. Cc thng hiu bia hng u c th phn l Bud Light (28,3%),
Budweiser (11,9%) v Coors Light (9,9%).
+ H thng phn phi :Ngnh cng nghip c t chc thnh mt ci gi l "ba
tng" h thng phn phi: (1) nh sn xut bia v nhp khu, (2) bn bun, v (3) cc nh
bn l. Theo h thng ny, ngi bia v cc nh nhp khu bn sn phm ca h bn
bun ln lt bn cho cc nh bn l.
Ngnh cng nghip bia phc v cho t nc thng qua thu, vic lm, mua hng t
cc nh cung cp khc, ng gp cho nng nghip, v nhiu hn na. Bia c lm t
cc ngun ti nguyn nng nghip t la mch, la m v mt s cc loi ng cc
khc. Ngnh cng nghip bia gip cho ngnh nng nghip pht trin bng cch mua
34

Lim
hng ca h. Vi t l tht nghip gia tng ti Hoa K, ngnh cng nghip Bia cung
cp cho 1,7 triu vic lm.
2.
M hnh nm lc lng canh tranh
a.
Sn phm thay th
Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu

tng ng vi cc sn phm dch v trong ngnh.
V c bn, bia tha mn nhng nhu cu: Gii kht , g p g i tc, t hp bn b,
bn bc cng vi c vi ng nghi p.
Vi ngnh cng nghi p bia, sn phm thay th c th l m t loi hng ha, dch v
c th tha mn nh cu trn. C th li t k m t s loi sn phm khc nh: ru, c
ph, nc gii kht,nc ngt nc tri cy, nc tinh khitv m t s sn phm khc.
Mt cuc thm d Gallop trong nm 2009 pht hin ra rng 40% s ngi c hi
thng ung bia, tip theo l 34% ru vang v 21% ru mnh. Nu coi bia c s
dng nh l mt phn trong vic giao tip v gii tr th sn phm thay th ca n cng
rt a dng nh phim nh, m nhc, in thoiS a dng v nhu cu ca ngi tiu
dng cng nh mong mun s dng nhng loi thc ung, nhng cch thc gii tr v
giao tip mi lm cho kh nng thay th ca nhng sn phm k trn i vi bia l cao.
Bn cnh , tnh bt ng, kh d on ca sn phm thay th cng l m t ro cn,
trong n i b ngnh s pht trin ca cng ngh cng c th to ra sn phm thay th cho
ngnh mnh.
V vy, lc e da cua sn phm thay th cua bia l kh cao v c xu hng
manh ln
b. i thu canh tranh tim tng
Lng trung thnh nhn hiu:
Cng ty bia chi hng triu la mi nm cho qung co. Vic to ra nhn thc v
thng hiu se gip khch hng to thi quen mua sm cc loi bia m mnh ghi nh
35

Lim
Cc cng ty sn xut bia M bia chi khong $ 975 triu trong nm 2007 cho
vic qung co thng hiu ca h trong cc knh truyn thng ln. Khng c g ng
ngc nhin khi Big Three chim hu ht cc chi ph ny, vi Anheuser-Busch dn u vi
khong $ 378 triu USD, tip theo l SAB-Miller mc $ 175 triu v Molson Coors
Brewing Co mc $ 151 triu USD. Big Three dnh hu ht tin qung co ca h trn
cc loi bia cao cp v bia nh.
Do bt k cng ty no mun nhp cuc th phi tn rt nhiu chi ph cho vic
nhn thc thng hiu. Rt kh khn khch hng thay i s thch hnh thnh ca
cc cng ty hin ti to nn ro cn nhp cuc cao cho cc cng ty.
Cc cng ty trong ngnh hot ng lu nm vi nhng thng hiu ni ting lu i
v c mt lng tiu th trung thnh ln. Ngi tiu dng trong ngnh cng nghip sn
xut bia rt trung thnh vi nhn hiu, y l mt c trng trong ngnh cng nghip sn
xut bia, khch hng rt kh c th chp nhn cc sn phm bia mi , khc vi nhng
nhn hiu m h thng dng.
Chi ph chuyn i:
Trong ngnh cng nghip bia gn nh khng c chi ph chuyn i. Cc ngi tiu
dng c th mua bia no m h ng h. Ngi tiu dng c xu hng ngy cng thng
thc nhng ci mi l, trong ngnh sn xut bia M, chi ph chuyn i ca ngi tiu
dng chuyn sang dng mt nhn hiu khc l khng cao. H c th cng lc s dng
nhiu thng hiu bia phc v cho tng nhu cu, tng trng hp.
Li th chi ph tuyt i
Cc cng ty trong ngnh do hot ng lu nm nn c c cc li th v chi ph
tuyt i, cc sn phm ca h sn xut t c li ch t ng cong kinh nghim nn
ngy cng m bo cht lng vi mc gi c hp l. Cc doanh nghip mi vo cuc se
c th phi gnh chu chi ph l do khng th sn xut v bn vi mc gi c nh trn th
trng, do h phi gnh chu chi ph cao t nhiu pha
iu ny hm rng bt k cng ty no mun thm nhp se phi u t rt nhiu
thit lp mt danh ting mnh me v nhn thc v thng hiu. Do cc cng ty hin
36

Lim
ti c c li th v chi ph do c kinh nghim qu kh, tip cn c nh cung cp r

v tt hn lm e da nhng ngi nhp cuc gim xung.
Ro cn t li th v chi ph tuyt i cao v ang tng ln do cc cng ty lun
cng c v th ca mnh
Tnh kinh t theo quy m
Ngnh cng nghip bia M c s nhn vin gn 40.000 ngi. Trong s dng
khong 1,66 tr ngi M (2011). Nhn vin trung bnh c tr khong $ 18,27 mt gi.
Trong nm 2007, tng doanh s bn hng bia M l 212,9 triu thng. Anheuser-Busch
105 triu thng, Miller 40,2 triu thng, v Molson Coors 24,3 triu thng. Nu mun
thm nhp vo th trng bia M trong phn khc th trng bia i chng, th phi u
t vo cc thit b, nh xng, thnh phn, cch thc sn xut, v ngun nhn lc
sn xut hn 2 triu thng bia mi nm l t nht.
Khi sn xut sn phm vi qui m ln, cc cng ty hi n c trong ngnh c c h i
to nn tnh kinh t theo qui m. Ngnh sn xut bia sn xut v cung cp vi mt s
lng ln cc sn phm p ng cho nhu cu tiu dng hng ngy, n l mt sn phm
ph bin rng ri trn ton th gii, chim hn tng s doanh thu trong ngnh cng
nghip ung do v y cc cng ty trong ngnh to cho mnh m t li th cao. cc cng
ty hin ti cng c c tnh kinh t theo quy m nh li th c c bi s phn b chi
ph c nh cho khi lng ln, v tnh quy m trong qung co hay chit khu t nh
cung cp khi mua khi lng ln. Li th gy kh khn cho nhng i th mun tham
gia vo ngnh. Nu i th tham gia vo ngnh c li th v ti chnh, cng ngh sn
xut v c c qui m ln th h cng se gp phi ri ro cao v chi ph vn cao. ng
thi se g p phi s tr a mnh li t ca cc cng ty trong ngnh. Nu nhp cuc vi qui
m ln th kh nng thua l cao do khng t c mc chi ph thp ging nh cc cng
ty trong ngnh.
Ro cn v tinh kinh t theo qui m cao v ang tng ln do cc cng ty trong
ngnh l khng ngng m rng hn na v qui m thng qua vic lin doanh, lin kt,
mua li
Quy nh cht ch t pha chnh ph:
37

Lim
Bia l mt mt hng c nh nc nh thu kh cao gy kh khn cho cc cng

ty trong ngnh v vic gim gi thu ht khch hng. Cc qui nh ring bit ca cc
tiu bang v mc thu, gi bn, ngy bn, s tui c ung bia ru.v cc qui nh
cht che v h thng phn phi kim sot vn thu thu gy ra cho cc cng ty trong
ngnh nhng kh khn v vic ng b ha, tiu chun ha cc phng thc kinh doanh
tun theo cc tiu chun lin bang.
T nhng phn tch trn ta thy trong ngnh cng nghip sn xut bia vi cc cng
ty hin hnh to dng c lng trung thnh i vi nhn hiu, li th v chi ph v
tnh kinh t theo qui m. Mc d chi ph chuyn i thp nhng s l rt mo him nu
cng ty no mun nhp cuc vo ngnh sn xut bia.
Nh vy lc e da ca cc i th cnh tranh tim tng ang ngy cng yu i
c. Nng lc thng lng cua ngi mua
Cng ty phn phi sn phm (bn bun, bn l):
Bia ti th trng M c bn thng qua 5 knh phn phi ch yu, l: siu th
(SM 20% nm 2001), cc ca hng tin li (CVS 15%), cc ca hng gim gi (DS
19%), cc ca hng bia ru tng hp (17%) v cc c s thng mi nh qun bar, nh
hng (25%), hin nay c khong 2.850 bn bun phc v cho ngnh cng nghip bia
MS cnh tranh gay gt ginh ly th phn gia cc cng ty ln trong ngnh bia
cng vi vic bi b quy nh v kim sot giy php bn bun cc loi thc ung c cn
to iu kin thun li cho hot ng ca cc nh bn l v nng cao quyn lc ca h..
Chnh ph cng c rt nhiu quy nh phn phi bia. Bia ch c php thng qua
t nh sn xut n nh phn phi ri n bn l. Vi mc ch gim kim sot ca nh
sn xut bia qua cc nh bn l v m bo hiu qu thu thu. Cc qui nh v qung co,
thu v cc thng tin in trn bao b sn phm bia c qui nh c th trong Lut Thu,
Ru, Bia v Thng Mi (TTB) v y ban thng mi lin bang ( FTC). V vy a s
cc nh sn xut phi c mi quan h lm n tt vi cc nh phn phi v i l bn l
ca mnh, v h l nhng ngi quan st tt nht nhu cu ca khch hng trn th trng,
s qung co, tip th hay nhng n lc trong bn hng ca h cng gip cho cc nh sn
xut nm c th hiu v c nhng cch tip cn vi nhng khch hng tim nng. Cc
38

Lim
nh phn phi v i l bn l chnh l nhng ngi tm kim th trng cho cc nh sn

xut, v vy, h c nng lc mc c kh cao i vi cc cng ty trong ngnh
Ngi tiu dng cui cng
Ngnh cng nghi p sn xut bia c c tnh l ngnh tp trung, cc cng ty hot
ng trong ngnh c s cnh tranh ln nhau rt gay gt v khc li t tranh ginh th
phn v khch hng, mi chin lc kinh doanh ca m t doanh nghi p se c th chu s
tn cng, tr a mnh me t cc i th cnh tranh trong ngnh. Th trng bia l mt
th trng ht sc si ng, ngnh cng nghip sn xut bia c s chun b phong ph
v chng loi bia, a dng v mu m v m bo v cht lng p ng nhu cu ca
khch hng. Cc loi bia hin nay th khng c s khc nhau nhiu v hng v v nng
. Ci to ra s khc bit l s nh v thng hiu ca cc cng ty. Hn na, trn th
trng hin nay, cc sn phm thay th cho bia nh ru, nc gii khc, nc tri cy,
nc c gangy cng nhiu v a dng. Chnh v le , khch hng c th d dng
chuyn i vic s dng t hng bia ny sang hng bia khc.
Hin nay, khng ch c cc hng bia trong nc cnh tranh m cn nhiu cc hng
nhp khu vo nc ngoi vi cc sn phm cht lng khng thua km g cc i gia
trong nc, khch hng tha h chn cho mnh cc loi bia m mnh thch
Do , p lc thng lng t phia ngi mua l rt ln v ang c xu hng
manh ln i vi cc nh sn xut bia do tinh canh tranh manh trong ngnh
dnh git khch hng v gi th phn.
d. Nng lc thng lng cua ngi bn
Nguyn liu dng lm bia ch yu l t la mch,nc,hoa bia, men. Mi thnh
phn c th nh hng n hng v, mu sc, carbonat, cn, v nhng thay i tinh t
khc trong bia. trong cht lng la mch l quan trng nht.
Sn xut la mch th gii t 136 triu tn trong nm 2007, tng 3 triu tn t kt
qu ca nm trc. Ba khu vc sn xut hn mt na la mch ca th gii: Lin minh
chu u (43%, ch yu l Ty Ban Nha, c v Php chim mi bn khong 8% sn
lng), Nga (11%) v Canada (9%). Hoa K l nc sn xut la mch ln th by trn
th gii
39

Lim
Trong nm 2006, 139 triu tn la mch c sn xut trn ton cu, l trung bnh
kt qu trong ba nm qua. Nh vy th trng la mch phc v cho nhu cu ca cc nh
sn xut bia kh a dng v phong ph, c bit l ngun la mch nhp khu
Tuy nhin, nh hng ca khng hong kinh t cng cc vn v bin i thi tit
ton cu. Gi la mch bin ng cao trong nhng nm gn y. V d, trong u nm
2008 gi la mch tng khong 45% so vi nm trc. iu ny l do iu kin thi tit
kh hn trong sn xut ln nc v hn ch xut khu i vi mt s nh xut khu ti
CIS.
La mch l loi ng cc ln th ba Hoa K sau ng v la min. Sn xut la
mch Hoa K thu hoch 2,24 triu mu la mch vo nm 2011 vi nng sut trung
bnh 69,6 gi / mu .Tng sn lng 155,8 triu gi (ch bng khong mt na khi lng
sn xut nm 2000). Phn ln s suy gim ny c th l do gia tng trong sn xut ng
vng kh hu pha Bc cng vi gi ng tng k lc, gy ra thay th sn xut t la
mch i vi ng. Gi la mch tng gi mt phn do nng dn ang dnh din tch
trng cc loi ht sinh li nhiu hn, c bit l ng, ng ang l nguyn liu cho nhiu
ngnh cng nghip, nh lm thc n cho ng vt. l dn n nhu cu ln hn cho
cc thc n ng cc khc, bao gm la mch, cho gia sc.
Cng vi din tch la mch gim, sn lng b cn tr bi thi tit khc
nghit v ngun cung th gii b nh hng bi lnh cm xut khu / nhp khu. May
mn thay, la mch c trng nhiu khu vc ca th gii m bo rng cc nh sn
xut bia c th tm thy ngun cung cp la mch.
u vo
Nh cung cp
My mc, thit b sn Siemens,Waage Electric Inc, A & B Process Systems Corp,

xut
Mixmor, Boig & Hill,Proquip Inc
Hoa bia, mch nha, men Anh, Hoa k, c, Trung Quc, Ba Lan..mt s nc
bia
chu u
40

Lim
Chai thy tinh, v nhm Exal Corporation, PET container, CCL container,
La mch
Hoa K, Anh, Canada, c, Ty Ban Nha, mt s nc

chu u
Mt s nh cung cp nguyn vt liu cho ngnh sx bia M
Nhng nm gn y, c bit sau khng hong, sn xut cho v la mch Hoa K

nm 2012 c d bo mc 221.000.000 gi, tng 2% so vi d bo thng By v 42%
t nm 2011. Nh iu kin thi tit nn la mch chu u ang c ma, c bit l
Php v c, nu thun li th gi mch nha se gim t 5-10 USD/ tn
V nguyn li u sn xut cc v chai bao gm loi chai thy tinh v v nhm,
cng l m t p lc kh ln trn i vai ca doanh nghi p sn xut bia. Mc khc, chai
thy tinh v v nhm khng ch c dng trong ngnh sn xut bia m cn c dng
nhiu trong cc ngnh cng nghip thc phm v nc gii kht khc na.
Tuy nhin cc nh sn xut cng c n lc t vic mua li hay c cc bin php
vic thu hi cc v lon nhm hay chai thy tinh phc v cho sn xut, gim chi ph
ng thi khc phc c tnh trng thiu bao b sn phm nh cc chng trnh i np
chai hay chai i qu, lm vic hiu qu vi cc i l phn phi h thu li c
cc v chai, lon.
S pht trin ca cng ngh ti ch v cng ngh vt liu mi to c hi cho cc
nh sn xut tm ra cch thc p ng c nhu cu sn xut cho mnh, lm gim nh p
lc ca cc nh cung cp
Do , p lc t nh cung cp l kh cao , nhng ang c xu hng yu dn
e. i thu canh tranh trc tip
Cu trc ngnh:
CR4: T l tp trung l mt php o cc khon thu ca cc cng ty ln nht, so vi
phn cn li ca ngnh cng nghip bia. CR4 cp n bn cng ty hng u ln nht.
Nu CR4 chim hn 40%, n ng rng tnh tp trung cao. y CR4
41

Lim
chim 77%
.
HI l mt thc o mc tp trung trong mt ngnh cng nghip. N c o
bng cch ly tng bnh phng cc th phn ca tt c cc cng ty trong ngnh cng
nghip. Mt HI ln hn 1800 ng mc tp trung ng k. HI ca ngnh sn xut bia
M l 2362.
T CR4 v HI, ta thy ngnh bia l m t ngnh c cu trc tp trung mnh, mt s

cng ty ln nm gi th phn trong ngnh l Anheuser-Busch, SAB-Miller; Molson Coors
v Boston Brewing. Trong dn u l Anheuser-Busch vi gn 47% th trng,
SABMiller c khong 22% th trng, cn li 11 % l Molson Coors). S i du ca cc
cng ty trong ngnh xy ra thng xuyn. Thm ch c nhng thay i nh c th lm
bin ng ln trong doanh s bn hng v li nhun ca h
Chin tranh v gi gia Anheuser-Busch Cos, Miller; Molson coors v mt s nh
sn xut bia ln khc khng c du hiu kt thc. Trong cuc chin ginh th phn c gi
tr t nhng ngi khc cc nh sn xut bia ln phi gim gi. l l do ti sao gi ca
12 sn phm ca cc thng hiu bia ln c th gim xung cn 7,50$ hoc t hn ti
mt s siu th Southland.
Trong nm 2007, ngnh cng nghip bia M phi chi ti 975 triu USD cho
qung co. Trong cc nh sn xut bia ln chim hn $ 700 triu trong tng s
42

Lim
Nhu cu nh hng
"S tng trng ca ngnh cng nghip bia chm li mi nm k t nm 2006",

ng Eric Schmidt, Gim c dch v thng tin cho Tp on Thng tin v ung pht
biu. Nm 2009, nh du nm th ba lin tip gim dn tc tng trng trong ngnh
cng nghip bia ca M, gim 2,1% xung 2,877 t thng. Nhp khu gim 6,9% Theo
Thng tin v Nhm ung gn y pht hnh nm 2010 ca Handbook Bia, suy
thoi ngnh cng nghip bia c th c trc tip do s suy gim trong phn khc bia.
Bia nh, chim 52,8% th phn ca th trng bia M, ng nm u tin tiu cc ca n
k t khi bt u ca n cch y 30 nm. iu ny lm cho s ganh ua ti th trng
M tng cao. Cc cng ty ra sc qung b v s dng nhiu chin lc ti M ng thi
bnh trng, m rng th trng ra ngoi, c bit l chu v Nam Phi.
Tng lai ca ngnh cng nghip bia vn cn ngp ngng vi tc tng trng
chm d kin trong nm nm ti khi t nc phc hi t nn kinh t ang gp kh khn.
Tuy nhin, th trng ti chu v Nam M li ang phnh rng, do ngi dn cc
nc ny ngy cng tip cn nhiu vi vn ha phng ty, c bit th h tr. Theo hip
hi cc nh sn xut bia chu u, trong nm 2007, chu chim ti 31,8% sn lng bia
ton th gii, bng c Ty u v M gp li.
Canh tranh cua cc i thu trong ngnh
Bia l m t sn phm mang m phong cch a phng, vi hng v, bn sc v
s yu chu ng ca khch hng l khng ging nhau. Nh Ty u ngi ta khng thch
thc ung c cn; Bc u ngi dn li a chung ru; trong khi ng u, ngi
tiu dng ang chuyn t nc gii kht c gas sang bia; cc quc gia Chu ngi dn
li c thi quen ung tr xanh hay nc chDo , s i du ca cc cng ty trong
ngnh xy ra thng xuyn, v vy cc cng ty trong ngnh ngoi vic xy dng mt
thng hiu mnh thng qua truyn thng, dch v chm sc khch hng, h cn u t
rt ln vo R&D nhm lm sn phm c nhiu ci tin hn nhm to s khc bit so vi
i th cnh tranh.
43

Lim
Anheuser-Busch (M): Anheuser-Busch hin c 12 nh my sx bia ti Hoa K v 2

bn ngoi Hoa K. Cng ty c khong 30 thng hiu
bia khc nhau, nhng bn chy nht, vn l Budweiser.
Kt qu ca s gim gi lm gim li nhun ca mt
s nh sn xut bia, ng ch l hu ht cc nh lnh o ca Anheuser-Busch c thu
nhp ng tht vng. Tuy nhin, Anheuser-Busch - nh sn xut ca Budweiser, Bud
Light v Michelob - th se tip tc gim gi nu l nhng g n cn bo tn lt
thng tr ca mnh trong th trng bia M.
Cng ty "se tip tc p ng gi c cnh tranh bo v th phn ca chng ti,"
Ch tch August A. Busch III tuyn b ca cng ty trong chn thng u nm 2005. Ngoi
ra, Anheuser-Busch dnh hn na t la cho qung co hng nm- theo tp ch
Advertising Age. Qung co truyn hnh ca cng ty vi ch ni chuyn v cc chng
trnh khuyn mi khc m rng lm. Kt qu lm doanh s ca Anheuser-Busch tng ln.
ng v cc nh phn tch khc cho bit Anheuser-Busch c t s la chn, v Miller - c
thng hiu hng u bao gm Miller Lite v Miller Genuine Draft - dn u gim gi
v c s tng doanh s bn hng vng chc.
Trong khi , Molson Coors c k hoch gi gi gim ch mt s th trng
(bao gm c California) m n cn cnh tranh, bi v n khng c i th ca mnh
"ti su hn hp th nhiu hn chit khu rng ri Gim c Ti chnh Timothy Wolf
ca Molson Coors ni.. Doanh s bn hng mnh me ca Coors v Coors Light, cng vi
s tht cht chi ph, Molson Coors thu nhp tng mnh trong nm 2005
SABMiller hin nay l mt trong nhng cng ty bia ln
nht trn th gii, vi hn 200 nhn hiu bia khc nhau, bnh
qun mi nm sn xut 213 triu hectoliters bia. Tr s chnh ca
cng ty t ti Lun n, Anh.
SABmiller v cng ty Molson Coors tha thun vic kt hp gia Hoa K v Puerto
Rico v vic a vo hot ng cc cng ty con ca mnh-Miller Brewing Company v
Coors Brewing Company to thnh mt lin doanh mi-MillerCoors.
44

Lim
Tm li, vi mt cu trc ngnh tp trung, i th cnh tranh trong ngnh rt

mnh. S thay i trong chin lc kinh doanh ca cc cng ty, nht l cc cng ty c
tm nh hng mnh s gy ra hiu ng tc ng ti cc cng ty khc. Thng thng
cc cng ty trong ngnh ch yu cnh tranh v gi, s e da gim gi tng cu s
lm cho cc doanh nghip chu mt mc ph tn, cc cng ty trong ngnh lun n lc
theo st gi ca cc cng ty c u th nh Anheuser-Busch, SABMiller.hoc chuyn
sang cnh tranh trn cc nhn t v cht lng v s khc bitnh vy lc e da v
cc i th cnh tranh trc tip ang ngy cng mnh ln.
Ro cn ri ngnh:
Ngnh cng nghip sn xut bia cn chi ph ln do phi thit lp mt mng li nh
cung cp c hiu qu phn phi sn phm l v cng kh khn.. Hn na, i vi cc
cng ty ln, h c tnh rng vic to ra t 4-5.000.000 nh my trong mt nm se c
chi ph khong 250 triu . ch n gin l chi ph c nh ca vic xy dng v duy
tr cc nh my bia. Thm ch chi ph trong cc hot ng tip th cn thit phn phi
bia cn ln hn.
khi ng v qung co cho mt thng hiu mi th yu cu v chi ph t $ 35 $ 45 triu la M
Yu cu ti sn vn: Nh my bia hot ng i hi nhiu ti sn. V d nh 51% ti
sn ca cng ty Anheuser-Busch bng ti sn ca khch sn, nh my, v cc thit b
tng ng. Khi so snh vi cc ngnh cng nghip hng tiu dng, ti sn, nh my, v
cc thit b tng ng ch bng 14% ti sn tng th ca n.
Nh trn ta a bit mt nh my bia hoat ng cn rt nhiu vn v ti sn c
nh. Vi nhng ti sn ln, n s l kh khn thot khi ngnh cng nghip.
3.
Nhm chin lc
Cc chin lc ch yu trong ngnh sn xut Bia M

Chin lc th 1: Nhm chin lc ny tp trung lm hi lng khch hng vi gi
c phi chng v chi ph thp, a dng ha sn phm, xc tin bn hng v qung co.
45

Lim
M rng hn na th trng hot ng thng qua cc lin doanh, sp nhp, mua li cc

nh my bia v pht trin cc danh mc thng hiu bia,
Chin lc th 2: Chin lc chung ca cc cng ty trong nhm ny l ch trng
vo cht lng, hng v v s khc bit sn phm lm hi lng nhng ngi ung bia
ch khng tp trung nhiu vo ct gim chi ph v gi r. Chin lc i mi trong gi
c, bn hng v chui cung ng tip tc l cc yu t chnh thc y s thnh cng ca
nhng thng hiu bia trong nhm ny
Chin lc th 3: Nhm ny cng tp chung vo pht trin cc dng sn phm bia
nh, gi r v m rng cc dng sn phm, tp trung phc v mt phn on th trng
hp m cc i th ln khng quan tm.
Vi 3 chin lc ch yu nh trn, ng thi da trn hai tiu ch l gi c v

rng sn phm, c th xp ngnh sn xut bia M thnh ba nhm chin lc chnh sau:
- Nhm th 1: nhm phn khc th trng ai chng tng ng vi chin lc
th 1
Th trng bia M ch yu tp trung vo ba nh sn xut bia-Anheuser-Busch,
South African Breweries Miller (SAB Miller), v Molson Coors Brewing Company vi
nng lc sn xut 169,6 triu thng chim khong 80% tng doanh s bn bia trong nc
trong nm 2009. Anheuser-Busch c khong 47 % th phn trong nm 2008, tng t
28,2% vo nm 1980. SAB-Miller (thnh lp vo nm 2002 khi South African Breweries
46

Lim
sp nhp vi Miller Beer) c khong 22% ca th trng, v Molson Coors (c

thnh lp vo nm 2005 khi Canada Molson sp nhp vi Coors) c 11% ca th
trng.
Anheuser Busch, SAB Miller, v Molson Coors thng tr phn khc th trng i
chng ca ngnh cng nghip, ni cnh tranh tch cc xoay xung quanh gi c, s trung
thnh i vi thng hiu, knh phn phi, v chi tiu qung co quc gia. Nhm ny tp
trung vo cc khch hng c thu nhp thp v trung bnh.
- Nhm th 2: nhm phn khc th trng bia cao cp tng ng vi chin
lc th 2
Bia trong nhm ny c coi l cao cp, siu cao cp ca th trng, c mt mc
gi bn l cao hn, v c xu hng c c im c o.
Phn khc ny bao gm hai loi bia khc nhau: mt l bia nhp khu cao cp (cc
nh sn xut bia c tr s chnh bn ngoi nc M), v bia c sn xut th cng hay
cn gi l cc microbrewers (Redhook Ale Brewery in Washington, Boulder Beer
Company, The Boston Beer Company, New Belgium Brewing Company, Rogue Ales
Brewery, Deschutes Brewery,). Microbrewers v cc nh hng bia nhp khu cao cp c
mt th trng mc tiu tng t v bn khi lng t hn ng k so vi cc nh sn
xut bia ln. Heineken, Carlsberg cng nm trong nhm chin lc ny. Cc nh sn xut
bia th cng nh Boston Beer Company, Sierra Nevada v Craft Brewers Alliance cng
c xp vo nhm ny. Nh sn xut bia th cng, theo quy nh ca php lut Hoa K
l nh my bia sn xut t hn 15.000 thng bia M (1.800.000 L) (475.000 US gal) hng
nm.
Phn khc cao cp tp trung vo cc khch hng snh iu. H xy dng thng
hiu ca mnh da trn hng v v khch hng phi tr chi ph sn phm cao vi gikhong gp i so vi sn phm ca cc nh sn xut bia trn th trng i chng. Cc
microbrewers v cc dng bia nhp khu cao cp chim khong 11% tng th trng
( 2011)
Phn khc bia th cng chim khong 4% ca tng s ngnh cng nghip bia v bao
gm 1.595 cng ty (2009) sn xut 3.000 loi bia khc nhau. Cc nh sn xut bia th
47

Lim
cng c khong $ 7 t ng doanh thu. Trong nm 2011, sn xut tng n 13% tng
ng 11.468.152 thng, chim th phn 5,7% ca th trng bia M v khi
lng, (theo Hip hi Bia M). Sn phm ca cc cng ty trong nhm ny t tin hn,
doanh s bn l tng 14,5% ti mc k lc 8,7 t.
Cc hang bia cao cp nhp khu:
Cc hng bia Nhp khu thc hin cc cuc xm nhp ng k vo th trng bia
ca M, ch yu l ti cc chi ph ca cc thng hiu trong nc. Tht vy, nhp khu
thc hin mt tc ng ln n th trng bia ca M trong nm 2007 v lm nh
vy mc d tng trng khi lng l chm m thc s tt li ca th trng tng th.
Nhp khu khi lng bia tng 1,4% n gn 30 triu thng, nm 2007. Bt u t cui
nhng nm 1990, nhp khu bt u tng th phn so vi u nhng nm 2000, h chim
khong 12% ca th trng bia M. Trong nm 2007, th phn ca hng nhp khu l
14,0% vi s lng 29.900.000 thng. Cc nh nhp khu bia ln bao gm Becks,
Heineken, Carlsberg, Guinness, Barton, Labatt v Gambrinus.
Nhm 3: Nhm cc nh sn xut bia Khu vc tng ng vi chin lc th 3
Cc nh sn xut bia khu vc c phn bit bi phm vi a l ca h hot ng ti
Hoa K phc v mt khu vc hoc phc v hai hoc ba tiu bang. Trong s cc nh sn
xut bia khu vc vn cn tn ti cc nh my nh Pittsburgh Brewing Company, Latrobe
Brewing Company, and High Falls Brewing Company, Anchor Brewing Company,
Genesee Brewing Company, DG Yuengling & Son
Cc nh sn xut bia khu vc v mt s hng bia nhp khu khc chim t trng cn
li trong th trng Bia M, cc nhm ny thng c cnh tranh khng ng k i vi
cc nhm chin lc th nht v th 2
Ro cn di ng
Phn khc th trng bia cao cp tip tc cho thy s tng trng ng k. Trong
khi doanh s bn bia i chng gim hn 1% trong nm 2011, doanh s bn bia th cng,
vn chim 5% th trng, li tng 13% s lng v 15% gi tr doanh thu. iu quan
trng hn l tng s cc cng ty bia th cng M gi vt qua con s 2.000, nhiu
hn bt k giai on no, k t th k 19 ti nay
48

Lim
Vi s tng trng ca ngnh cng nghip bia trong phn khc th trng cao cp
th cc nh sn xut bia ln, MillerCoors v Anheuser-Busch, Molson Coors cng ang
thc hin cc bin php chen chn vo khu vc th trng ny. ng thi, c bng
chng cho thy rng khch hng d dng chuyn i sang s dng cc sn phm bia cao
cp nhp khu, cc loi bia th cng v thng hiu siu cao cp, nhiu ngi tiu
dng c thu nhp trung bnh vn c v kh sn sng mua mt s loi bia cao cp v mun
th thng thc cc loi bia vi tn nghe rt l nh Curmudgeon Old Ale, Hardywood
Mocha Belgique, Rosemary Swamp Fox, Skookumchuck Wild Ale, Idiot IPA v
Hop'solutely.
Cc cng ty trong nhm chin lc th nht u c gng kt hp tng t
phong tro sn xut bia th cng. H gii thiu, a ra cc thng hiu mi d nh
cnh tranh trong phn khc th trng bia cao cp, v khi iu ny khng thnh cng,
h mua c phn hoc kim sot hon ton ca mt s microbreweries.
Cc hng bia nhp khu trong phn khc cao cp th gy p lc cnh tranh cho cc
nh sn xut bia ti M l sc mnh ca vic nhn thc thng hiu v ni ting
ca cc thng hiu bia ca h trn ton cu cng nh s khc bit v ng cp m sn
phm ca n em li.
Cc hng bia trong cc nhm chin lc th hai v th 3 kh c th dch chuyn
sang nhm chin lc th nht v cnh tranh c vi cc ba cng ty hng u M do
cc ro cn v quy m, chi ph tuyt i v s a dng cng nh nng lc sn xut.
4.
Chu k ngnh
Chu k sng ngnh bia M ( ang giai an bo ha )

Giai on bo ha c trng bi cung ln hn nhu cu ca khch hng chnh v th
to ra mt cuc cnh tranh ht sc gt gao ca cc cng ty trong ngnh ginh git
th phn v khch hng, ngoi cnh tranh v gi, cc cng ty c th cnh tranh thng qua
cc yu t cht lng, s khc bit hay thng hiu
Ngnh cng nghip bia M gp phi mt s kh khn kinh t cng nh xu hng
nhn khu hc mnh me v thay i vn ha nh hng ti ngnh bia, kh nng se
tip tc trong nhiu nm ti.
49

Lim
Ngnh cng nghip bia M l ngnh tp trung: 3 cng ty hng u chim khong
80% doanh thu ngnh cng nghip
Trong giai on ny, cc i th gi vng th phn ca mnh bng cch ct gim chi
ph hoc to s khc bit sn phm v to dng lng trung thnh ca khch hng, cng c
s cnh tranh ln trong giai on ny tm cch gi vng th phn trong khi nhu cu
gim xung hay c xu hng chuyn sang tiu dng cc sn phm thay th hoc s dng
cc sn phm ca cc nhm i th cnh tranh. Cc nh sn xut bia ln, trong giai on
ny cng thc hin cc chin lc sp nhp, lin doanh v ci tin ct gim chi ph sn
xut thc y tng trng tr li, thu ht ngi tiu dng vi gi thp
Khi lng, doanh s bn hng trong nm 2010 gim 1,5% ti M v 2,3% Ty
u, Ch c th phn trong phn khc bia th cng cao cp c sn xut t cc nh my
bia nh v c lp c s tng trng ng k, tng 11% M.
Trong hai thp k qua, ngnh cng nghip thay i rt nhiu. u tin, tiu th
bia ti Hoa K c gim dn (Mc d tiu th bia cao cp c tng ln). Bnh
qun u ngi tiu th bia t ti nh cao l 30 gallon/ ngi vo nm 1980 v cm
thy vi mc thp 21,8 gallon/ ngi trong nm 2007. S suy gim trong tiu th l do s
ph bin ngy cng tng ca cc sn phm thay th, c bit l ru vang v ru, tc
tng trng dn s chm v dn s gi nua. S cnh tranh gia cc i th cnh tranh
hin c trong ngnh cng nghip bia chc chn l mnh. Nhu cu i vi sn phm ang
gim dn, m lm cho n tr nn cnh tranh hn khi c gng t c th phn. Chi
50

Lim
ph chuyn i cng rt thp cho ngi tiu dng, v v rng s cnh tranh l rt mnh
lit ginh th phn mi.
5.
Kt lun v tinh hp dn ngnh
Lng tiu th cc th trng truyn thng st gim, trong khi gi nguyn liu
u vo tng vt lm cho cn st st nhp, lin doanh, mua li gia cc hng bia ngy
cng tr nn ph bin hn
Khch hng d dng chuyn sang s dng cc sn phm thay th hoc sn phm bia
ca hng khc
Nhn thc v tc hi bia tom cu gia tng
Cc ro cn v php lut ngy cng cht che,
Cc nh cung cp ngy cng gy p lc ln cc cng ty sn xut
Ro cn nhp cuc cao:
S sut hin ca nhng hng bia khng l ti M v cng vi l cc khon ngn
sch dng nh v tn dnh cho qung co trn TV nhanh chng, v mnh me qut
sch s tn ti a dng ca cc hng bia ang c mt trn th trng khi cc hng bia
chuyn sang hnh thc sn xut hng lot c th ct gim chi ph ti a v tn dng u
th hiu qu v kinh t do quy m sn xut ln.
Cuc chin gia cc hng bia ch yu tp trung vo cuc tranh ginh th phn bn l
ca cc hng bia th cng. l thch thc m hu nh bt c thng hiu no khi mi
bc chn vo th trng, v trong bi cnh ngy nay s lin kt vi cht vi ngnh bn
l th mi hy vng thnh cng. Trong ngnh cng nghip bia, nhng ngi nm gi cha
kha thnh cng chnh l cc nh phn phi bia, nhng ngi t lu c nhng mi
quan h di lu vi cng ty bia m ch yu li l nhng cng ty ln.
Trong ngnh cng nghip bia, ro cn gia nhp chc chn se cao do cc chi ph php
l v chi ph sn xut v tnh kinh t theo quy m cn thit c hiu qu cnh tranh
trong mt th trng ln nh vy. C th phn on ngnh cng nghip bia thnh ba phn
khc nhau: quc gia ( phn khc bia i chng), khu vc v Microbrewers.
51

Lim
Trong th trng bia i chng c ro cn nhp ngnh cao. Do th trng hot ng

ca cc hng trong nhm ny ln, c nng lc cnh tranh mnh me v cc th on
nng cao ro cn nhp cuc i vi cc i th tim nng. Yu cu v vn ln v mng
li phn phi cng lm cho cc i th thy kh khn nhp vo th trng quc gia.
Th trng khu vc c mt mc nhp cuc d dng hn v cc quy nh t hn do
bao ph th trng nh hn.
Th trng phn khc bia cao cp c chi phi bi cc nh sn xut bia a
phng hay cc Microbrewers vi k nng bia c bit , to s khc bit vi cc sn
phm i chng nh vo cht lng, hng v truyn thng c trng. nhp cuc vo
th trng ny, i th khng phi gp kh khn v qui m ln hay nng lc sn xut ln
m cn phi to nn mt s khc bit v sn phm v cht lng ca mnh, tc l h phi
c c b quyt sn xut sn phm tuyt vi thu ht cc khch hng trong phn khc
bia cao cp.
Kt lun: Ngnh sn xut bia M l mt ngnh km hp dn
C hi
Gim c s e da, ri ro t cc i th cnh tranh mun nhp ngnh.
e da
Nhu cu c xu hng gim do nh hng t x hi v php lut trong vic s dng
ung c cn, cng nh vic chuyn sang s dng mt s sn phm thay th nh ru,
ru vang, ru nh.cnh tranh gi tr nn gay gt hn se l mi e da ln i vi
nhng cng ty khng kh nng duy tr mt mc gi thp trong thi gian di, gi
vng th phn v doanh s bn ca mnh, cc cng ty trong ngnh thng c xu hng
sp nhp hay lin doanh vi nhau bo v th phn v kh nng sinh li.
IV. NG THI CNH TRANH TRONG NGNH
Cc hang bia ln cn st nhp cuc:
Hai nm qua chng kin hng lot nhng thng v sp nhp, mua trn bn t
trong ngnh cng nghi p bia,
Gia nm 2008 Anheuser-Busch, nh sn xut bia Budweiser ca M, v InBev,
mt cng ty ca Brazil-B, sp nhp li vi nhau. Ct gim chi ph thng qua sp nhp
52

Lim
thc y li nhun ca nh sn xut bia ton cu $ 3 t USD trong vng nm nm n

nm 2012,
Molson Coors cng tin hnh lin doanh vi SABMiller to ra cng ty Miller Coors
v n cng ang c mt s pht trin kh vng chc trn th trng M. Nm 2012, mua
li nh my bia Starbev thm nhp vo th trng ng u.
Nguyn nhn dn n ln sng cc thng v mua trn bn t v sp nh p gia
cc nh sn xut bia, theo d bo ca Euromonitor, l s st gim tiu th bia ti cc
nc Ty Bc u v cc th trng truyn thng khc. Ngi ta d kin rng, nm 2010,
mc tiu th bia khu vc ny se gim t 14-18%. Ring c - th trng bia ln nht
chu u - tiu th bia se gim n 20%. Kt qu l se c khong 300 nh my bia phi
ng ca!
Ngoi l do v suy thoi kinh t, s tiu gim tiu th bia ti cc th trng cn do
xu hng tiu dng chuyn sang rou vang, nc tri cy, nc khong. Ngoi ra cc
lut l nghim khc lin quan n vic li xe trong tnh trng say nhiu quc gia cng
nh hng n tnh hnh pht trin ca ngnh.
Tnh hnh chung trn th trng bia th gii cng khng sng sa g. Theo Impact
Databank, mc tng trng sn lng bia ton cu se ch l 2% t nay n nm 2005,
nh tiu th bia vn cao cc khu vc M Latin, Trung Quc, ng Nam , chu Phi v
c bit l ng u.
Cc bc dch chuyn canh tranh gn y:
Cc cng ty sn xut bia khu vc:
Anheuser-Busch: Tip tc gim gi sn phm gi th phn, u t mnh cho
qung co v tip tc cc thng v mua li cc cng ty nh l.
Molson Coors: Gim gi mt s th trng m n cnh tranh mnh, tip tc m
rng th trng.
53

Lim
Miller: u t chi ph cho qung co sn phm, tip tc lin doanh vi Molson

Coors a ra gi c quyn.
Cc cng ty nhp khu:
Heineken: Tip tc y vo th trng M. Tng chi ph trong qung co
(c tnh 22 triu).
Beck: ang dn thit lp li v tr, th phn b mt do thiu khuyn mi.
Moosehead: cng ang b mt th phn Girl St Pauli do thiu qung co.
St Pauli: tng th phn ti th trng M do s gia tng ng k trong qung
co (14 triu).
Cc cng ty sn xut bia nh, l:
Brewing Neo-Cng ty ( San Francisco): se duy tr v tr l bia cao cp nh
v c quyn, th trng tng trng tip tc quy m nh.
Sierra Nevada: duy tr v tr nh l mt microbrew chi ph kh thp, tip tc
xy dng thm nh my.

V.
NHNG NHN T THEN CHT THNH CNG CA NGNH
S thnh cng trong ngnh sn xut bia i hi mt s u t lu di ca c hai yu

t ti chnh v cng sc. Thm vo , nghin cu cng ng mt vai tr quan trng
trong thc hin cng vic kinh doanh. Ngi ta c th hc hi c rt nhiu t cc yu
t ng gp ca ngi tin nhim thnh cng trong ngnh cng nghip ny khi lp k
hoch lin doanh vo cc ngnh cng nghip bia.
Hiu bit ngi tiu dng
Hiu bit ngi tiu dng l mt khi nim lin tc lp i lp li. Nghe c v so
rng, nhng kin thc ca ngi tiu dng thc t l rt quan trng cho bt k doanh
nghip. Nu bn khng bit khch hng thch g bn se kh khn trong vic tip th sn
phm. Hiu bit nhn khu hc ca ngi tiu dng l rt quan trng. Yu t ny i hi
54

Lim
phi xem xt rt nhiu v l do kinh doanh, v nn tng hiu bit ca ngi tiu dng se
nh hng n tnh ton chi ph sn xut. iu ny bao gm tnh chi ph lao ng tim
nng v vn chuyn. Chi ph sn xut cui cng se nh hng n mc gi ca cc sn
phm m cng ty phi bn.
Qung co khn kho
Mt qung co khn kho c th dn nhng ngi ung bia n mt nhn hiu. Mt
qung co hp dn se gy hng th cho khch hng ng thi lu gi c hnh nh ca
sn phm trong tm tr ca khch hng. Qung co tt th mi hot ng sn xut mi c
ngha, bi y bc u tin sn phm ra mt vi khch hng.
Mng li bn bun mnh m
Vi quy nh bia ch c php thng qua t nh sn xut n nh phn phi ri n
bn l m khng c mi quan h trc tip gia nh sn xut v nh bn l. V vy, mt
mng li bn bun mnh me khng nhng gip cng ty tip cn tt nht vi cc im
bn l m cn mang sn phm ca cng ty n gn vi khch hng hn, bt c u m
khch hng c nhu cu.
Duy tr chi ph thp
Mt chi ph thp trong sn xut se ko theo gi ca sn phm se gim xung, iu
ny se kch thch ngi tiu dng mua sn phm bi nn kinh t ang khng hong v thu
nhp ca h ang gim xung. Vic s dng y cc nng lc sn xut l mt cch
duy tr chi ph thp. Tuy nhin, doanh nghip cng cn phi duy tr c cht lng ca
sn phm, v cht lng mi l yu t quyt inh lng trung thnh ca khch hng.
VI. LC LNG DN DT S THAY I NGNH
1. Nhn thc ngi mua
Nhn thc v ru,bia cc vng, bang, tiu bang khc nhau c nh hng ln n
ngnh cng nghip bia. Trong mt s nn vn ha tiu th bia c ph bin nhng
nhiu khu vc ca th gii ngi ta vn thch cc hnh thc khc ca ru hn l bia.
55

Lim
Trong mt cuc thm d M, nhng ngi m bia a s nm khu vc Trung Ty cn

B ng nc M ngi ta li a chung ru vang nhiu hn.
Khng nhng nn kinh t M m nn kinh t c th gii vn cn cha thot khi
khng hong bi vy thu nhp ca cc c nhn, h gia nh cha c khi phc tr li
hay l vn c du hiu gim i. iu ny lm cho ngi dn M c xu hng s dng
cc loi bia vi gi r hn hn ch chi tiu. Mt khc, ngi M ang c xu hng s
dng cc loi bia vi nng cn carb m bo sc khe ca mnh. Vi tnh hnh
bnh bo ph ang ngy cng c xu hng tng trong cng ng ngi dn M th xu
hng s dng bia li cng gim v ngi ta cho rng ung bia se lm h b bo ph vi
hnh tng bng bia. H s dng nhiu hn cc thc ung nh ru vang, nc tri
cy, bia c nng c thp.
Nhn thc vn ha ca ru cc vng khc nhau c nh hng ln n ngnh
cng nghip bia. Cc chin dch tip th ca cng ty bia, c bit l lc lng
macroenviromental vo ti khon khi thc y mt sn phm. Trong mt s nn vn ha
tiu th bia c ph bin nhng nhiu khu vc ca th gii truyn thng thch cc
hnh thc khc ca ru.
2. Cng ngh
Bia l mt sn phm c t lu i nhng nhng thay i mang li bi cc lc lng
macroenviromental ca cng ngh thay i rt nhiu ngnh cng nghip. Sn xut bia
lnh v vn chuyn c gii cho php cng c ngnh cng nghip sn xut bia trn ton
th gii. Cc thng hiu ln ca bia v ru c quc t cng nhn. Sn xut bia nh
dng nhu ra khi th trng sau khi chin tranh th gii th hai th gn y bt
u mt s hi sinh.
Cng ngh trong ngnh cng nghip ny ch yu tp trung trn my tnh. Cc cng
ty s dng phn mm my tnh v thit b cho php hiu qu sn xut ca cc sn
phm c sn xut. Ngoi ra, gia tng cc bin cng ngh c th c ngha l chin lc
qung co tt hn do cng ngh to ra.
3. Qui nh cua chinh phu
C mt vi bin s chnh tr xem xt trong ngnh cng nghip bia.
56

Lim
Vn u tin trong ngnh cng nghip ny l vic thc hin nh thu trn doanh
s bn bia.
Th hai, l vn li xe khi say ru, bia. Thng vin M thng qua mt o lut
gim mc mu-ru hp php t 0,10 phn trm n 0,08 phn trm.
Th ba, l cc quy nh v qung co bia ru.
Ngnh cng nghip sn xut bia lun lun ty thuc vo mc khc nhau quy
nh ti nhng thi im c tc ng mnh me vo vic bn hng. Trng hp cc
oan nht l M trong nhng nm 1920 khi cm bn ung c cn bt hp php.
Nhiu ngi trong s cc nh sn xut bia bia M ch n gin l ng ca kinh doanh
ca h. Sn xut bia phi hch ton cho cc quy nh v tui ca khch hng, cng
nh cc loi thu c bit nh vo bia, ru.
C.
QUN TR CHIN LC CNG TY
I.
CHIN LC PHT TRIN CNG TY
Molson Coors v ang thc hin chin lc tp trung vo mt lnh vc kinh

doanh n l l ngnh sn xut v phn phi bia. MC vi hn 200 nm hnh thnh v
pht trin th bia l nim am m, l di sn v l tng lai ca cng ty. iu ny c th
hin trong s mnh l chng ti se tip tc cung cp cc chui gi tr vi gi tr tt nht
c th.
Vi chin lc ny MC c th tp trung ngun lc vt cht, cng ngh, ti chnh v
cc nng lc cnh tranhg ca mnh thng li trn mt lnh vc. ng thi chin lc
tp trung vo mt lnh vc c th cn gip cng ty trnh phi dn tri ngun lc qu
mng v hng vo ci m n hiu bit tt nht chnh l sn xut v phn phi bia.
V qu thc n nay Molson Coors tr thnh 1 trong 3 i gia bia ln nht ti
M (Anheuser-Busch, SAB-Miller v Molson Coors).
Hin ti Molson Coors ang v tr nh sn xut trong chui sn xut Molson
Coors ang c xu hng dch chuyn n gn hot ng bn bun tip cn th trng
tt hn ng thi gim ti chi ph vn chuyn sn phm . Mt khc Molson Coor cng
57

Lim
hi nhp dc hnh chp tc l cng ty va mua nguyn liu t cc nh cung cp c lp

thm vo vic cung cp ca cng ty mnh.
Chui sn xut trong ngnh sn xut bia

1.
Hi nhp dc hnh chp.
Molson Coors l mt nh sn xut bia m 80% la mch m h s dng l do h t

trng. Nm 2008, Molson Coors lin minh vi Frontier Agriculture_ nhm cc thng
gia ng cc Anh, thnh lp Tp on Molson Coors ngi trng (MCGG), m bo
mt ngun cung cp thng xuyn v m bo cht lng hng u cho la mch. Nhm
ny khong 75 thnh vin v cung cp gn 20.000 tn la mch cho Molson Coors mt
nm. V y Molson Coor thnh cng vi vic trng la mch 2 lung.
Mc ch ca MCGG l:
m bo mt ngun cung cp mch nha cht lng cao t cc vng la mch a
phng ca Vng quc Anh;
Cung cp gi tr Molson Coors v nng dn;
Thc hin thc hnh tt nht v i mi trong chui cung ng.
Nm 2002, Molson Coors lin minh vi tp on Inland Label_mt trong nhng nh
cung cp nhn t nhn ln nht Bc M, sn xut hn 22 t nhn hng nm cho khch
hng trn ton th gii. Mt trong thnh cng nht ca lin minh ny l nhn bia i mu
58

Lim
theo lnh ca bia CoorLight tc l khi biu tng dy Rockies chuyn t mu bc

sang mu xanh th bia lnh ung. V y l nhn hiu c quyn ca Molson
Coors.
Molson Coors thc hin hai lin minh ny m bo ngun cung nguyn liu cho
sn phm ca mnh ng thi khng nh cht lng ca sn phm ca mnh.
2.
Hi nhp dc xui chiu.
Molson Coors cng tin hnh hi nhp xui chiu vi cc chin lc lin doanh,
mua li, u t xy dng mi m rng knh phn phi ca cng ty.
a.
Lin doanh
i vi cng ty hot ng trn mi trng ton cu nh Molson Coors, vic m

rng phm vi vo nhng th trng tim nng l iu khng th thiu nhng n cng phi
i din vi nhng ri ro. Do , cho vic thm nhp vo th trng mi mt cch
vng chc, cng ty la chn chin lc Lin doanh vi mt s cc cng ty trong ngnh
c nng lc. Vi hnh thc ny, ri ro v chi ph se c chia s mt cch ng k.
L do ch yu khi thc hin chin lc lin doanh:
Tng sc mnh th trng:
Sc mnh th trng sinh ra t quy m ca cc doanh nghip hoc t cc ngun
lc v kh nng cnh tranh trn th trng. Sc mnh th trng cng chu tc ng bi
th phn ca cng ty. Do vy, vic la chn chin lc lin doanh ca Molson Coors
nhm mc ch m rng th trng, tng th phn v tng quy m hot ng. iu ny
gii thch v sao khi MC gia nhp vo th trng mi Anh, Trung Quc, n h
lin doanh cc nh my sn xut c thng hiu ni ting v c mng li phn phi
rng khp.
Vt qua cc ro cn nhp cuc
Ro cn nhp cuc thng n t s trung thnh nhn hiu, cc li th chi ph
tuyt i v tinh kinh t theo quy m. Mun vt qua nhng ro cn ny khng phi l
vn d dng bi n cha ng nhiu ri ro v tn km kh nhiu chi ph. Do vic
59

Lim
la chn chin lc lin doanh c Molson Coor s dng tn cng vo cc th

trng mi.
To nhng iu kin thun li hin din trn th trng
Ngoi hai l do trn cn mt l do v cng quan trng cho vic la chn chin
lc lin doanh Molson Coors chnh l tc bi le y l hnh thc nhanh to
ra s hin din trn th trng. Trong khi cc hng sn xut bia ni ting v ang m
rng th trng ca mnh th vic thng bi se quyt nh bi tc m cng ty thm
nhp. Do trong tnh hnh ny th la chn chin lc lin doanh l mt la chn ti
u. Ngoi ra lin doanh se t ri ro hn so vi u t mi bi le cng ty se c kh nng
sinh li bit, thu nhp bit, th phn bit, nh vy se gim thiu s thiu chc
chn.
Nm 2007, Molson Coors v SAB Miller cng b mt lin doanh l MillerCoors ti
M. Trong SABMiller l ch s hu 58%, hot ng ti M v Puerto Rico, Molson
Coors s hu 42%, nhng cc bn c quyn ngang nhau trong cc quyt nh kinh doanh.
Vic kt hp ny lm cho cng ty MC m rng thm knh phn phi thay v phi
sn xut bia ti Colorado v vn chuyn n n b bin pha ng ca nc M th lc
ny MC se sn xut bia ti chi nhnh ca SABMiller ti vng ny v vy chui phn phi
se n gin hn nhiu. MillerCoors c 470 nh phn phi c lp vi 19% c bn
trong nh hng v qun bar v 81% c bn trong ca hng tin li, ca hng tp ha v
ca hng ru.
ng thi qua lin doang ny MC dnh li th phn t Anheuser-Busch vi 50% th
phn ti M, lin doanh ny cng mang li cho 6,6 t USD nm 2008 v tng ginh c
22% th phn bia M nm 2009.
Nm 2008, Molson Coor lin doanh vi Brewers' Retail_mt nh phn phi bia v
qun l mng li bn l tnh Ontario Canada.
Nm 2009, Molson Coors lin doanh vi Tradeteam_cng ty cung cp dch v h
tr trong chui cung ng cho cc nh sn xut bia, ung, nh cung cp v nh bn l
trn khp nc Anh.
60

Lim
Nm 2010, Molson Coors cng b lin doanh vi Cng ty Bia Si'hai H Bc ca

Trung Quc. Cng ty bt u hot ng ti Nh my bia Molson Coors Si'hai Tha
c, Trung Quc
b.
Mua li
Nu lin doanh l con ng an ton khi thm nhp vo th trng mi th mua li

l mt gii php tip theo m Molson Coors la chn khi m cng ty thm nhp c
vo th trng. Bng cch ny Molson Coors c th d dng m rng thm knh phn
phi ca cng ty m khng ph thuc vo i tc lin doanh.
Nm 2005: Molson Coors mua li nh my bia Creemore Springs (Canada).
Nm 2006: Molson Coors mua li 40% c phn ca cng ty FEMSA l cng ty
nc gii kht ln nht ti Mexico. Tht khng may, ngay sau khi mua li Kaiser, nn
kinh t ca Brazil, tin t, v tiu th bia gim mnh, v Kaiser b vn b sung
trong dng sn phm, xc tin, v phn phi. ng thi, trong khi Molson bt gi s
suy gim ca kinh doanh nhp khu ca mnh ti Hoa K, cc thng hiu hng u
Canada suy gim, b cnh tranh khc lit t chit khu, nhp khu v gi gi tr sn
xut bia chng hn nh Lakeport Brewing, v ngh th cng cao cp cc nh sn xut bia
nh Sleeman Breweries Ltd v Moosehead Nh My Bia.
Nm 2009, MC mua li Granville Island Brewing Company_ mt nh sn xut v
phn phi bia Vancover, Canada.
c.
Xy dng nh my mi.
Ti th trng s ti ca Molson Coors l M th h thc hin chin lc ny
m rng phm vi kinh doanh v knh phn phi ca cng ty.

Nm 2007, Molson Coors xy dng 2 nh my bia ti Elkton, Virginia M v 2
nh my ti Anh.
Vic xy dng ny gip cng ty d dng cng cp sn phm cho th trng ng
nam nc M mt cch nhanh chng hn, ng thi gim c chi ph vn chuyn cho
cng ty.
2. Ti t chc
61

Lim
Nm 2006, MC bn 68% c phn trong cng ty bia Kaiser_nh sn xut bia ln th

3 Brazil vi 68.000.000 $ khi m nn kinh t ca Brazil tr tr, tin t v tiu th bia
gim mnh ng thi Kaiser gp phi mt s vn b sung dng sn phm, xc tin, v
phn phi. ng thi, trong thi im ny Molson bt suy gim ca kinh doanh ca
mnh ti Hoa K, cc thng hiu hng u Canada suy gim nghim trng, b cnh
tranh khc lit t chit khu, nhp khu v gi tr sn xut bia chng hn nh Lakeport
Brewing, v ngh th cng cao cp cc nh sn xut bia nh Sleeman Breweries Ltd v
Moosehead.
Nm 2007, Molson Coors cng b bc u tin trong k hoch ct gim chi ph
ca n l vic ng ca cc nh my bia Memphis, Tennessee khi m khng hong
ti chnh ton cu lm gim 7-8% nhu cu s dng bia cng vi vic chnh ph M
tng thu i vi thc ung c cn. ng thi Molson Coor cng c cc bin php nng
cao hiu qu hot ng ti chnh, ngun nhn lc. Vic ti c cu gip MC tit kim
c 107 triu USD chi ph.
II.
CHIN LC TON CU
1)
S th gii ca cng ty
Th trng quc t ca Molson Coors bao gm ba khu vc chnh Chu ,Chu u

m c th hn y l Vng Quc Anh v mt s nc Trung v ng u,v th
trng M Latinh v Caribe, c bit trong nhng nm gn y th trng Chu c
bit l th trng Trung Quc v th trng Vng Quc Anh c Molson Coors ch
trng pht trn mnh .
m rng th trng ca mnh cng nh thc y s pht trin ca thng hiu
Molson Coors trn ton th gii,cng ty thnh lp Molson Coors quc t(MCI) trong
nm 2008. MCI c tr s ti Denver Colorado vi hn 400 nhn vin lm vic trong cc
vn phng trn khp c Hoa K ,Chu u,Chu v Chu M Latinh
62

Lim
Trc nm 2006 th trng ca Molson Coors tp trung ch yu 2 th trng chnh

ca mnh l Canada v Hoa K,nhng sau nh nhng bc i ht sc to bo
Molson Coors pht trin thng hiu ca mnh trn quy m ton cu.
2, S hin din v hnh nh ca Molson Coors trn ton cu:
Molson coors l nh sn xut bia ln th nm trn th gii theo th tch, khch hng
vi gn 14.000 ngi ti cc th trng Canada, Hoa K, Vng Quc Anh. Cng ty
cng c mt s hin din ng k vng Caribbean v chu , vi s khi u y ha
hn Trung Quc , Mexico v mt s ni khc.
m rng hnh nh thng hiu ca mnh trn phm vi ton cu ,vi khch hng
ch yu l nam gii, Molson Coors quyt nh ti tr cho 3 mn th thao c yu
thch nht trn th gii l bng ,bng r v hockey
Nm 2005 Molson Coors bt u ti tr cho cp quc gia Anh vi s tin vo
khong 25 triu Usd/nm v i tn gi u ny thnh Carling Cup(tn mt trong nhng
thng hiu bia ca Molson Coors ti Vng Quc Anh)
Ngoi ra Molson Coors cn ti tr cho 6 i hockey(NHL) gii v ich hockey
ti M v Canada
Molson Coors cng ti tr cho i Toronto Raptors hin ang thi u ti gii bng
r nh ngh M(NBA)
63

Lim
3. Molson Coors dch chuyn ra bn ngoi th gii:

- Mang hng v Bia ti khp ni trn th gii vi cc sn phm a dng v mi m
- Kh nng tm kim cc xu hng v tch hp cc phng tin truyn thng v
qung co xy dng thng hiu
- Kh nng lm vic vi cc i tc lin doanh v kh nng u t mng li phn
phi
- S tinh thng v cng ngh, quan h khch hng xut sc v s dng chng mt
cch c hiu qu, p ng nhu cu ti th trng quc t., dch chuyn nhng sc mnh
ca Tp on v ti chnh, cng ngh v qun tr quan h khch hng xut sc sn
xut, phn phi cc sn phm p ng tt nht nhu cu a dng v s thch ca khch
hng ti th trng ny.
4. C hi v thch thc
C hi
Khi s tng trng ti th trng bia ni a tr nn chm chp, th vic y mnh
dch chuyn kinh doanh ra th trng nc ngoi mang li cho Molson Coors nhiu c
hi pht trin mi:
Gia tng thu nhp, khai thc nhng ngun lc t th trng nc ngoi (nguyn
liu phong ph, nhn cng gi r, th trng tiu th tim nng).
Dch chuyn cc sc mnh ca Tp on s tinh thng v cng ngh, quan h
khch hng xut sc v s dng chng mt cch c hiu qu, p ng nhu cu ti th
trng quc t.
Gia tng s hin din, mang hnh nh v sn phm ca Molson Coors n vi
nhiu khch hng hn trn ton th gii.
64

Lim
Thch thc
tip cn vi th trng ti mt quc gia mi l iu khng d dng. Molson
Coors se phi i mt vi s cnh tranh gay gt khng ch t nhng i th bn a m
cn t pha cc cng ty quc t khc mun nhp ngnh. Bn cnh , s khc bit v vn
ha gia cc quc gia, th hiu tiu dng hay chnh sch ca chnh ph nc s ti c th
tr thnh thch thc ln i vi Molson Coors trong tin trnh m rng hot ng kinh
doanh ra ton cu.
Trong lnh vc ung v thc phm, ti mi quc gia, nhu cu v s thch tiu
dng ca khch hng rt khc nhau. Cc sn phm bia ca Molson Coors ti th trng
Canada v Hoa K c th khng ph hp vi s thch ca ngi tiu dng ti cc nc
khc. Vic tm hiu, to ra v qung b cc sn phm gn gi vi vn ha v thi quen
tiu dng ca khch hng tr thnh mt nhn t quan trng gip Molson Coors c th
ng vng ti th trng nc ngoi -sc p a phng cao
5. Cc th trng:
Giai on t nm 2006 tr i hot ng kinh doanh quc t ca Molson Coors bt
u dch chuyn v ch trng vo hai th trng chnh l Chu m c th y l
Trung Quc v th trng bia Vng Quc Anh
a)Th trng Vng Quc Anh
Theo s liu thng k vo nm 2009:
Th trng bia ti Anh xp th 8 th gii v lng tiu th bia(4,6 t lt)
Xp th 18 th gii v lng tiu th bia tnh trn u ngi vi 74 lt/ngi
Kinh t pht trin n nh,t l lm pht c duy tr di mc 3%
Nhu cu v thc phm v thc ung mi, nhng yu cu v cht lng hay s a
dng bt u tng nhanh ti cc th trng chu Vng Quc Anh c hi Molson
Coors s dng hiu qu cc nng lc ca mnh, p ng nhu cu a dng ti cc khu vc
Vi nhng yu t y thun li k trn, Vng Quc Anh tr thnh th trng y
tim nng thu ht Molson Coors trong tin trnh tm kim th trng thm nhp. Molson
65

Lim
Coors dch chuyn nhng sc mnh ca Tp on v ti chnh, kh nng vt tri v

ci tin,cng ngh ,kh nng tm kim cc xu hng v tch hp cc phng tin truyn
thng v qung co xy dng thng hiu phn phi cc sn phm p ng tt nht
nhu cu a dng v s thch ca khch hng ti th trng ny.
Cch thc thm nhp:
Khi Molson Coors xem xt th trng Vng Quc Anh, d dng nhn thy mt
iu rng th trng ny c chim lnh bi 6 cng ty ln nht l Fosters, Guiness
Carling ,Stella Artois,John Smiths ,Carlsberg . Sc mnh ca 6 cng ty ny cho thy vic
xm nhp ca cc i th tim tng vo th trng thc ung c cn ti y l rt kh.
Mun tip cn, ch cn mt cch l mua li 1 trong 6 cng ty trn. Molson Coors t
du n u tin ca mnh ti th trng Vng Quc Anh, khi cng ty quyt nh mua li
62,5% c phn ca cng ty Carling.. Ngy 2 thng 2 nm 2011, cng ty mua Nh my
bia ca Sharp ti Cornwall, Anh vi gi khong 20.000.000 tip tc y mnh hot
ng sn xut bia.
Li ch:
Vi vic mua li C phn ca Carling, Molson Coors khng ch vt qua c
cc ro cn nhp cuc, m cn c th s dng danh ting, i ng nhn vin giu kinh
nghim ,h thng knh phn phi cng nh c s khch hng ca Carling pht trin
nhanh hot ng kinh doanh ca mnh ti y. Vi nng lc v nghin cu th trng, h
thng thng tin s dng trong quan h khch hng xut sc, Molson Coors se tng bc
thch ng v tung ra nhng sn phm ph hp vi th hiu a phng.
V th th trng vng quc Anh:
Sau khi mua li Carling,Molson Coors tr thnh cng ty bia ng th 2 ti th
trng Vng Quc Anh,chim 19% th phn bia ti Vng Quc Anh ,th trng bia ti
Vng Quc Anh em li cho Molson Coors doanh thu khong 515 triu USD mi nm
b. Th trng Trung Quc:
S liu thng k nm 2009 cho thy:
66

Lim
Lng bia tiu th trn u ngi l 32 lt mc du con s ny thp hn nhiu so

vi M (78 lit) nhng vi dn s khong 1,34 t ngi Trung Quc l th trng s 1 th
gii v tng lng tiu th bia 44,683 t lt y thc s l mt th trng rt ln, v
cng tim nng v c mong i se m rng nhanh chng nh s pht trin mnh me
ca nn kinh t (T l tng trng GDP ca Trung Quc l 9.5% nm 2009 v 10,3%
nm 2010
Mc tng trng ca ngnh bia l 6.4%/nm.
Trung Quc cn l mt th trng y hp dn vi lc lng lao ng di do,
nhn cng gi r v ngun nguyn liu phong ph.
Tnh hnh kinh t n nh, d bo tng trng mnh trong tng lai v nhng con s
kh quan v iu kin kinh doanh hay lng tiu dng bia l nhng yu t hp dn
Molson Coors n vi th trng Trung Quc.
Cc thc thm nhp:Lin doanh
Bt u xut khu sn phm Coors Lights sang th trng Trung Quc t nm
2003,Molson Coors thy uc hnh thc xut khu sang Trung Quc l khng kh thi.
Sau nhiu nm nghin cu th trng bia ca Trung Quc v hng chc phin m
phn vi cc quan chc Sihai. vt qua c cc ro cn nh h thng php lut kht
khe ca Trung Quc v m rng mng li phn phi vo thng 5 nm 2010, Molson
Coors tr $ 40.000.000 mua li 51% trong mt lin doanh vicng ty bia SiHai ca
Trung Quc.Tha thun ny c k kt vo thng 9 nm 2010,qua nh my bia Sihai
se nhn sn xut v phn phi bia Coors Light th trng Trung Quc .S kin ny d
kin se dn n tng 50% doanh s bn hng cho cho c hai thng hiu Coors Light v
thng hiu bia Sihai .V trong vng mt vi nm na nh my bia se tr thnh bn p
cho s pht trin ca Molson Coors ton chu . S dch chuyn ca cng ty ln ny l
s dch chuyn v cng ngh,ngun nhn lc cht lng cao,phng thc qun l k
nng m rng mng li phn phi kt hp vi vic tn dng ngun nhn cng gi r v
h thng phn phi rng khp ca Sihai pht trin thng hiu ca mnh
Li ch
67

Lim
C kh nng to ra li nhun di hn t th trng Trung Quc,tp trung pht
trin cc knh phn phi, cc i ng bn hng ti a phng thc y tng trng v

c s sn xut c sn ti a phng , Hot ng mua li gip Molson Coors c th vt
qua cc ro cn nhp cuc nh thm nhp nhanh chng vo cc lnh vc kinh doanh mi,
gia tng sc mnh v s hin din trn th trng,tn dng mng li phn phi ca
Molson Coors ng thi hc hi nhng kinh nghim hay cng ngh mi t nhng cng
ty mua li.
V th th trng Trung Quc:
Thy c s pht trin khng ngng ca nn kinh t Trung Quc Molson Coors tp
trung tn trung vo th trng bia trung cp v cao cp Trung Quc. th trng Trung
Quc Molson Coors ng th 2 sau Budweiser v doanh thu th trng bia trung v
cao cp vi mc doanh thu vo khong 47.8 triu USD vi mc tng trng trung bnh
khong 30% mi nm.
6. Kt qu
Kinh doanh ti th trng nc ngoi ng gp mt khong khng nh vo
doanh thu mi nm ca Molson Coors. Nh nhng n lc trong vic p ng nhu cu ti
a phng, doanh thu ca Molson Coors t th trng quc t khng ngng tng ln.
(t mc 12% trn tng doanh thu ca cng ty vo nm 2011)
Vi nhng s qung b hnh nh v thng hiu ca mnh Molson Coors,Molson
Coors c mt trn 30 nc trn th gii
Molson Coors v ang c gng tng cng s hin din v bnh trng ti nhiu
khu vc, vi mt lot cc sng kin nhm cng c nn tng kinh doanh v y mnh s
pht trin. Bn cnh vic tn dng cc ngun lc t i tc v khai thc cc kh nng ti
th trng nc ngoi, Molson Coors cng s dng v dch chuyn cc sc mnh ca Tp
on s tinh thng v cng ngh v quan h vi khch hng xut sc gp phn lm
ni bt phong cch sng ca khch hng ti mi khu vc thng qua vic cung cp cc sn
phm hp dn, cc dch v gn lin vi vn ha a phng v nhu cu trong lnh vc
thc phm tt cho sc khe.
68

Lim
thnh cng trong kinh doanh sn xut bia i hi phi p ng hai yu t: li

nhun xy dng th trng ct li, v thm nhp vo cc th trng mi c tim nng cao
trn ton cu. Vic Molson coors m rng cc c s thng qua cc hnh thc lin doanh,
lin minh, mua li, l iu tt yu bao gi ht pht trin th trng ra bn ngoi th
gii v Molson Coors ang chn lc trong th trng bia khc c tim nng cao tip
tc u t v thit lp thng hiu ca mnh cc th trng khc nh Mexico, Nht
Bn v gn y nht, Nga, New Zealand v c
Mc tiu ca Molson Coors l n nm 2015 l t c 18% doanh thu v li
nhun t hot ng kinh doanh quc t ca cng ty.
III. CHIN LC CHC NNG
1.
Cc hoat ng R&D
- Ci tin sn phm: Molson coors lun c gng tm ra nhng cch thc mi v

cc th tc ci thin sn phm ca mnh hoc to ra nhng thng hiu mi.
+ Sn phm hp dn vo ma h: Molson Coors nghin cu v a ra mt sn
phm vi nng cn thp vi hng v cam l Carling Zest. y l loi bia hp dn hn
ung vo ma h v n c v cam d chu v cha nng cn thp, khong 2,8%.
Hin ti n c c v th nh mt s thay th cho ung ma h nh ru vang,
ciders v cocktail.Coors Light Iced T l s m rng thng hiu Coors Light, l bia
nh c yu thch Canada. Iced T Coors Light c mt s pha trn bi hng v nh
nhng v lm mi thm hng v vi v ch t nhin v hng v chanh pha trn vi s
du ngt ca Coors Light.
+ Sn phm dnh ring cho ph n: Mt cuc kho st do Molson Coors tin hnh
cho thy rng 79% ph n Anh Quc khng bao gi hoc him khi ung bia do cc
loi bia c hng v mnh, nam tnh, v ng v c bit l ni s hi tng cn. Chnh v
le , Molson Coors nghin cu v cho ra dng sn phm thu ht ph n. Theo
Molson Coors, ph n l nhn t quan trng pht trin th trng bia ang co li, 17%
doanh s bn hng ca Molson Coors n t ph n. Do , Molson Coors tung ra sn
phm Anime, ung c cn vi 3 hng v, tiu chun, hng chanh v hng v vang
hng lp lnh, c bit sn phm ny thu ht ngay c vi ph n bnh thng n trnh
69

Lim
bia, ru. Sn phm dnh cho ph n ca Molson Coors c c mt hng v ti

hn v nh hn trong bia bng cch gim cacbonat thng qua qu trnh sn xut bia
- Ci tin bao b: .
+ Theo nghin cu Coors Light, ngi tiu dng mun bit khi no bia ca h l
lnh ung. p ng nhu cu , Coors Light gii thiu mt din mo mi l lon
v chai bia c in hnh dy ni vi nhn mc nhy cm vi nhit , do , khi bia c
p lnh n 8 C, mu sc bt u chuyn sang mu xanh nh sng. Khi thy ngn
gim xung 4 C nh l "nhit bia hon ho" mu sc bin thnh mt bng ti ca
mu. Ngha l nu mu trng ca dy ni bin thnh ma xanh th bia c p lnh
n mt nhit hon ho.
Ngoi ra, Molson Coors gii thiu cch thc ng lon chai nhm mi cho thng
hiu ca mnh vi ming chai rng hn (Widemouth) nh Coors Light, Coors Banquet ,
Miller Genuine Draft v Molson Canadian, vi bao b mi ny m sn phm c gi
lnh v c th c gi cn thn sau khi m np .Cc ci tin khc bao gm Miller Lite,
Top MGD lon Punch v lon Grip, lm tng lung khng kh, cho php rt bia mt m
hn, v d dng cm nm.
+ Molson Coors u t 6,3 triu bng vo cng ngh mi ng gi hin i, sn
phm Carling se c ng gi trong giy nh dng lm phim thay cho ba cc tng, iu
ny se lm gim trng lng bao b th cp xung 63% v gim lng kh thi carbon
4%. Km thoe iu , mc in trn bao b c hn ch t hn 5% trng lng ng
gi tng th bao b c th c ti ch 100%.
Nghin cu v mi trng: : l nh sn xut bia u tin ca M chuyn i cht
thi bia thnh ethanol,ngha l ti ch cht thi bia - bia b mt trong qu trnh ng gi
hoc coi l di cc tiu chun cht lng v chuyn i n thnh ethanol nhin liu.
2.
Cc hoat ng sn xut
-Trong nm 2008, Molson Coors t mc tiu gim lng tiu th nc v nng

lng ca n mt cch tch cc.
70

Lim
+ Gim 2% tng lng nc tiu th v tit kim 15,25 triu hectoliters nc (

lp y 610 b bi tiu chun Olympic) vo cui nm 2010, so vi nm 2008.
+ Gim 2% lng tiu th tuyt i v in so vi nm 2010, nh l mt phn cam
kt ca Molson Coors gim tiu th nng lng ;
+ Ci thin hiu qu 21% v lng kh thi carbon so vi nm c s 2008, mt
lng kh thi carbon cung cp in cho 12.000 ngi nh trong mt nm.
+ Gim thiu lng ph: n cui nm 2012, cng ty d kin gim xung bng
khng lng cht thi c chon ct ti Vng quc Anh, mt mc tiu m Molson
Coors hon thnh c 99,2%. Ti Canada,cng ty d nh gim s lng cht thi
chn lp 5% mi nm. Molson Coors Canada gim c 87% cht thi bi rc
Canada, gn 48 000 tn. Ti Hoa K gim tng s cht thi gi n cc bi chn lp
55% vo nm 2011
- Molson coors tiu chun ha cc cng thc sn xut cho mi loi bia nn cho php
cng ty tit kim chi ph trn mt sn phm
- Cng ty u t dy chuyn ng gi linh hot "Acrobat", c th sn xut 60.000
chai mi mi gi. Chai c di chuyn mt cch nhanh chng dc theo ng bng ti
c h tr bi cng ngh SEW-Eurodrive ng gi
- Molson coors u t 52 triu USD trang b cho cc nh my bia Montreal c
th m rng nng lc sn xut . C th hn, u t c dng hin i ha dy chuyn
ng chai v pht trin cc dng kegging. y l s u t ln nht ca Molson Coors
cho cc nh my Canada ca mnh trong nm 2010, v cng l ln nht ti Montreal nh
my bia ca cng ty trong hn 25 nm.
- Ti Molson Coors cht lng ca bia c ch trng v kim tra rt k lng. Ti
mi nh my bia, cc nh sn xut bia Molson Coors thc hin kim tra cht lng ti tt
c cc bc trong qu trnh sn xut bia. Nhn vin c o to thc hin mt s loi
nh gi (vi sinh, phn tch, v cm gic) cc giai on khc nhau.
- Molson Coors thc hin ti u ha cng ngh ng gi mi sp xp qu
trnh in n v ci thin tnh nht qun mu sc trong cc c s ng gi ung ca n.
71

Lim
H thng X-Rite SP-64 l h thng gn gi tr s mu c p dng. Molson Coors cho

bit cng ty s dng mt tiu chun mu t ng dn n tng hiu qu hot ng in
bao b ca n.
- Nc l thnh phn chnh trong bia v l l do ti sao cc nh my bia ca
Molson Coors c xy dng gn ngun nc sn xut bia ln nh ti Golden, Colorado,
Burton-on-Trent Anh v Montreal. Burton c coi l vn sn xut bia ca th gii,
phn ln v nc sn xut bia y gn nh hon ho. Golden, C khi lng nc ln
v xut pht t sui Rocky Mountain.
3. Cc hoat ng qun tr vt liu
- Cty tit kim c 650 triu lit nc t 2005-2009 lng nc tng ng
vi 2 t lon bia
- Mua sm: Molson Coors duy tr mc cht lng cao nht cho cc nguyn
liu th v cc dch v ti cc mc gi thp nht.Nguyn liu chnh c s dng trong
ngnh cng nghip bia l la mch. Ngun nguyn liu ca Molson Coors c ly t hai
chnh cc nh cung cp hoa bia l STRACH v Hops,y l hai nh cung cp chnh cho
vic cung cp nguyn liu ca Molson Coors M, Chu u New Zealand. Nc l mt
trong nhng chnh c s dng trong vic lm bia. V vy, Molson Coors c mt chin
lc s dng ti nguyn nc ti a phng vi s hiu bit v cc chnh sch ca chnh
quyn a phng.
- Vt liu ng gi: Molson Coors duy tr qun l vt trn ton cu, s dng hiu
qu qun l ti nguyn ton cu gim thiu ri ro trong qun l vt liu nh lon nhm,
chai thy tinh v vt liu ng gi khc
Chai thy tinh: Molson Coors duy tr ngun cung cp duy nht trong nm 2008,
nhng trong nm 2009 Molson Coors c n ba nh cung cp cho cc chai thy tinh
ca h. l mt qu trnh ti ch ln cho vic duy tr cc chai thy tinh v lon nhm
vi s tin rt ln.
4.
Cc hoat ng ngun nhn lc:
72

Lim
- nh gi nhn vin: Molson Coors nhn vin c nh gi hiu sut c nhn 6

thng/1 ln. Cc nh qun l c o to bit cch tin hnh nh gi thc hin c
hiu qu. Hiu sut cng c trng cu kin phn hi t ng nghip v ngi qun l
i vi mi nhn vin. Molson Coors cng nhn hiu nng vt tri v khen thng nhn
vin bng cch tng v cho cc s kin th thao ln trn khp t nc. Molson Coors
cng thc hin cuc kho st ring v vic hi lng ca nhn vin. (Kho st c tin
hnh mi 12 thng), Molson Coors thu mt nh t vn bn ngoi tin hnh b mt
nh gi s hi lng ca nhn vin . (Cc kho st ny c t chc 12 thng/1 ln).
- o to & Pht trin k nng : Molson Coors rt quan tm n vic pht trin
chng trnh o to v k nng. Lao ng c nhn tr cp hc ph cho cc kha hc
lin quan n v tr ca h trong cng ty. Ngoi ra tr cp hc ph, Molson Coors cng
cung cp cc khon tr cp cho cc nhn vin hc ti cc t chc chuyn nghip, hc
ngh trong nh v cc ngnh ngh c k nng chng trnh, chng trnh t vn chnh
thc, cc dch v k hoch ngh nghip, chng trnh o to ti ch, cc chng trnh
o to trc tuyn, k nng ca nhn vin hng tn kho trc tuyn, c nh hng nhn
vin mi chng trnh qun l chng trnh o to chnh thc. Molson Coors thnh lp
Molson Beer Academy (MBA) , trong cung cp cho nhn vin mt c hi pht
trin kin thc ngnh cng nghip c th. Chng trnh hc bao gm kin thc v lch s
ca ngnh cng nghip bia, nm bia v k thut sn xut bia, nh my bia v ng gi, v
nhn thc v thng hiu. Cng ty cng to ra "Club Molson Coors", mt chng trnh
cng ng trc tuyn. "Club Molson Coors" cho php cc nhn vin tho lun v cc sn
phm, nhng n lc tip th, v cng ty.
- Mi trng lm vic: tr s chnh c o c mt s tin nghi ti ch bao gm
phng hoc trung tm th dc thm m c trang b y tin nghi, phng khch vi
h bi v qun c ph, vi thc n v cc ba n ngon ming. Gip nhn vin cn bng
cng vic v cuc sng c nhn vi s sp xp cng vic thay th bao gm gi linh hot,
t xa, rt ngn tun lm vic ty chn
73

Lim
Cung cp mt lot cc phn thng v ti chnh nh tin thng gii thiu ca nhn
vin (2000 $), tin thng k (i vi mt s v tr) v cc chng t bia thm ch cho
php nhn vin c hng mt s nhng thnh qu lao ng ca h
Khuyn khch pht trin lin tc vi tr cp hc ph kh ln (n $ 5.000/ngi mi
nm), tr cp cho vic cng nhn chuyn nghip, c vn chnh thc v cc dch v k
hoch ngh nghip
H tr cc nhn vin sp tr thnh cc bc cha m mi,ngi m mang thai c thi
gian ngh nui con ,cng ty cn thanh ton cc khon cho cc b m mi sinh, nhn
vin c cha m gi c
5.
-
Cc hoat ng Marketing
Nghin cu sn phm:
Thng qua chin dch tm ngun cung ng Molson coors tm hiu v nm bt hng
v tng a phng ca tng vng. Nh sn phm Ti Anh Carling zest c v cam d chu
v nng cn thp. Hay ti Canada Coors Light Iced T vi hng v chanh pha trn ch
t nhin khng cafein. Hay l nghin cu chai v lon bia nhm rt bia mt m hn.
- Nghin cu th trng :Molson Coors nh vo cc th trng hp nh: ph n,
bia dnh cho ma h.
- M rng mng li phn phi
+ Mua li, sp nhp v lin doanh:
Nm 2003, Molson Coors Brewing Company lin doanh vi Cng ty Si'hai Bia H
Bc ca Trung Quc vi tng u t khong $ 40 triu. gia tng cc c hi m
rng cc knh phn phi v phn phi ca mt danh mc u t ca cc thng hiu dn
u bi Coors Light.
+ M rng phn phi cc khch sn khch sn v nh hng: Cc knh mi se
m rng hin din hn 90 im bn hng , trong c hn 50 siu th, 29 khch sn v
10 qun n mt s bang ti M. Cng ty cho bit ngnh cng nghip khch sn v nh
hng c tim nng l mt th trng hp dn cho sn phm cao cp ca cng ty nc gii
kht.
74

Lim
=> Cc hot ng ca Molson Coors l nhng n lc to ra cc sn phm cht

lng v p ng khch hng theo nhiu cch thc mi l l chin lc ci tin vt
tri; p ng khch hng mt cch vt tri m Molson Coors mun hng ti. i
vi Molson, sng to v i mi chnh l nn tng ca s cnh tranh.
cng l li khng nh thng hiu ca mnh vi cc bn lin quan. Molson
coors cho rng :vic xy dng hnh nh tt i vi cc bn lin quan chnh l nn tng
ca s thnh cng.
IV. CHIN LC CP N V KINH DOANH
1. Nguyn tc phn chia SBU:
Cng ty s dng nguyn tc phn chia SBU theo khu vc a l v theo khch
hng:
Molson Coors l mt cng ty sn xut v phn phi cc loi bia vi mong mun a
cc sn phm c mt trn ton cu. Cc SBU c phn chia theo khu vc a l v theo
khch hng.
- SBU theo tiu thc a l: MolsonCoors Hoa K, MolsonCoors UK, MolsonCoors
Canada, MolsonCoors International (MCI c thnh lp trong nm 2008). Cc SBU ca
tng khu vc th trng se hot ng c lp vi nhau
- SBU theo tiu thc khch hng::
+ Khch hng bnh dn : Bia l thc ung gii
kht, gii ta tm trng Hn 85% doanh s
Molson Coors thu c l t nhng khch hng
i chng, v h l mt lc lng tiu th ln,
c thi quen tiu dng lu di.
+ Khch hng snh iu: H xem trng mu
m, hng v bia. Vi h ung bia khng ch l
gii kht m cn khng nh bn thn.
Biu doanh s ca MCBC trong nm
2011 trn cc khu vc th trng
Cc SBU ca tng khu vc th trng se
hot ng c lp vi nhau, nhng th trng khc nhau, MolsonCoors xoy mnh vo
mt s sn phm ch cht, chim a phn doanh thu hot ng v n c nhng
75

Lim
chin lc ring cnh tranh v ch yu vn da vo cc th mnh cht lng v s

i mi cng ty nng cao thm li th cnh tranh
u im theo cch phn chia ny: cc th trng khc nhau se c cc chnh sch
khc nhau, ph hp vi c tnh, hnh vi tiu dng ca cc vng khc nhau
Nhc im: b qua mt s th trng tim nng, qu tp trung vo mt s th
trng
Tt c cc SBU u cung cp cc gii php t vn, gii php kinh doanh, mng
li phn phi, sn phm ph hp vi hng v a phng v nhu cu ca khch
hng. Tuy nhin, mt s SBU s tp trung vo mt s sn phm v dch v chnh to
nn li th cnh tranh cho cng ty trn th trng
2. Xc nh nhu cu khch hng v s khc bit ha sn phm
C th thy rng MolsonCoors c nhng nhn hiu rt phong ph v a dng, c th
p ng nhu cu ca mi khch hng, t nhng ngi snh bia cho n gii bnh dn,
khng phn bit nam hay n, vi tng i tng khch hng th Molson Coors se c cc
sn phm khc nhau phc v.
Hin nay, ngi tiu dng ang c xu hng chuyn sang s dng cc loi bia sn
xut th cng nh Ale, Craft beer...vi nhng hng v pha thm khc bit so vi bia
truyn thng, gi ca cc loi bia ny kh cao nhng do chi ph chuyn i thp m
ngi tiu dng d dng chuyn sang s dng chng .
Ti Anh, Molson Coors ang l mt thng hiu bia hng u. Tuy nhin, doanh s
m n thu c ch yu l t vic tiu th bia ca cc ng my ru. Mt cuc kho st
do Molson Coors tin hnh cho thy rng 79% ph n Anh Quc khng bao gi hoc
him khi ung bia do cc loi bia c hng v mnh, nam tnh, v ng v c bit l ni
s hi tng cn. Theo Molson Coors, ph n l quan trng pht trin th trng bia co
li, 17% doanh s bn hng ca n l ph n
Nhng khch hng muc tiu cua Molson coors l nhng ngi tiu dng
bnh dn v khch hng snh iu c nhng nhu cu c bit
- Nhng ngi tiu dng bnh dn: H ung bia sau mt ngy lm vic mt nhc
nhm gii khuy, i lc l qun ni bun c cc, cch gii tr ca h khng c nhu
76

Lim
cu phc v chuyn nghip. i vi h, bia l thc ung gii kht, gii ta tm trng.
Nhng ngi ny h c thi quen tiu dng lu di nn cc sn phm bia nh, gi r se
p ng c nhu cu ca h
- Khch hng snh iu: i tng ny thng l nhng ngi gia nh giu c,
kh gi, hoc l nhng bn tr thnh t, h thng t tp ti cc qun bar, v trng, nh
hng, karaoke. Ngi ta thng tm n y giao lu, kt bn,khng nh bn thn. V
th m ti y h i hi mt phong cch phc v ht sc chuyn nghip v khng kh
phi tht vui v. H ung bia thng thc hng v, m chm trong v ng ca la
mch v hoa bia, c hay pha trn vi hng v tri cy ( thng l cam, chanh,
qut) mang li cho h nhng cm nhn mi m v khc bit.
3. Cc nhm khch hng v phn oan th trng muc tiu
Th trng bia ton cu tr gi 104,978.3 triu USD trong nm 2010 v d kin se
t 137,458.9 triu USD vo nm 2015 vi tc CAGR l 6,3% trong thi gian 20102015
M l mt th trng kh tnh v lun n u mi xu hng trong tiu dng,
hin ti lng tiu th bia M ang c xu hng gim (Bia tiu th gim 1,6% vo nm
2011) do nhn thc v tc hi bia ru ton cu tng cao, tiu dng c xu hng phng
lng do tht nghip v tnh hnh kinh t kh khn
Hin ti Molson Coors ang ng th 2 ti Anh v doanh s bn hng, ti Anh cng
ty t c nhiu s tng trng trong phn khc th trng bia nh , c bit
thng hiu em li thnh cng cho Molson Coors ti Anh l bia Carling, Nm 2011,
MolsonCoors ang nm gi 19% th trng bia ti vng quc Anh, Carling i din cho
80% doanh s bn c ti th trng Bia UK ca cng ty.
Nm 2009, Molson Coors nm gi gn 40% th phn Canada, trong Coors
Light ang c 14% th phn, Coors Light l bia yu thch hng u Canada v cc loi
bia Molson Canada l nhng thng hiu truyn thng trn th trng (chim khong 8%
th phn ) v ang l thng hiu bn chy th 3 trn th trng. n v kinh doanh
Canada, chim 44% tng li nhun ca Molson Coors (2010). Canada l mt th trng
77

Lim
trng thnh, ch c 3 i th cnh tranh ln: Molson, Labatt, v Sleemans. Ba cng ty

ny chim 90% th phn vi hng nhp khu chim 10% cn li
Th trng ti chu v Nam M li ang phnh rng, do ngi dn cc nc ny
ngy cng tip cn nhiu vi vn ha phng ty, c bit th h tr. Theo hip hi cc
nh sn xut bia chu u d bo , trong nm 2015 , chu "ngn" 38% sn lng bia
ton th gii
Th trng Bia Chu u cng ang c xu hng tiu dng phc tp vi nhiu
phong cch bia khc nhau
Khch hng cc th trng ny phn ln l nam gii, gii tr thanh nin v lc
lng lao ng cng nhn ng o
MolsonCoors hot ng trn rt nhiu th trng nhng M, Canada, Anh vn l
th trng truyn thng v chim v tr quan trng,
Nh vy Molson Coors phuc vu a dang nhu cu cua th trng v pht trin
cc dng sn phm p ng nhu cu cua nhng phn oan khch hng khc
nhau
4. Kh nng khc bit ha:
Trn mi th trng hot ng, Molson Coors cng u phn ra cc phn on
khch hng phc v cho mi nhu vu ring bit khc nhau, hot ng vi phng
chm t duy ton cu, hnh ng a phng. Molson Coors quan tm n hng v
v s yu thch cc loi bia ca ngi tiu dng trn nhng th trng khc nhau.
Mi khch hng, mi khu vc th trng c mt s a thch khu v ring, v vy
Molson Coors tp trung cung cp cc sn phm to nn c li th cnh tranh trn cc
th trng ny thng qua vic ginh li th cnh tranh v p ng khch hng vt tri v
ci tin vt tri.
Ci tin vt tri:
i vi khch hng bnh dn: p ng nhu cu ca nhng khch hng ny,
Molson Coors c gng lm gim nng cacbonat trong bia m bo an ton khi s
78

Lim
dng, n lc gim bt chi ph trong sn xut c c mt mc gi c ph hp cho

khch hng v cnh tranh li c vi i th khc trn th trng. Molson Coors a ra
hai phong cch bia l Lager v Light Beer m Molson Coors s dng cho phn khc th
trng bia i chng cng ty rt ch trng vo nhng ci tin , bn hng v qung co
cho nhu cu ca khch hng trong th trng ny bi h l nhng khch hng truyn
thng v c thi quen tiu dng lu di, cc sn phm ch cht em li li nhun cho
Molson Coors
l: Carling, Amstel Light, Coors Light, Keystone Light, Molson
Canadia.......
i vi khch hng snh iu, thch thng thc cc hng v khc bit ca
Bia, MolsonCoors a ra 2 phong cch bia cho khch hng la chn l Ale v Craft
Beer vi cc dng sn phm gi cao nh Blue Moon, Cobra Zero, Rickard's Dark,
Winterfest, Chalkys Bite, Doom Bar, Caffrey, MOLSON EXPORT, Rickards White,
Worthingtons,.... . Nhng loi bia ny thng c nng cn cao hn so vi cc loi bia
nh ( trn 5%), ngoi hng v la mch, cc sn phm ny cn c pha trn thm cc
hng v tri cy khc l, m v khc bit, em li cho khc hng s cm nhn mi
m s ng cp khi tiu dng. Ngoi ra MC cng lun i mi, ci tin cc dng sn
phm cao cp ch cht nh Blue Moon, Worthingtons.
i vi khch hng l phu n, Molson Coors tung ra sn phm Anime,
ung c cn vi 3 hng v, tiu chun, hng chanh v hng v vang hng lp lnh,
c bit thu ht i vi ph n bnh thng n trnh bia, ru. Sn phm ny dnh cho
ph n ca Molson coors c c mt hng v ti hn v nh hn trong bia bng
cch gim cacbonat thng qua qu trnh sn xut bia. Animee c tung ra th trng
Anh vo thng 8 nm 2011, sau 2 nm nghin cu v sn xut.
p ng khch hng vt tri
- Khch hng bnh dn: Th trng bia i chng ang cnh tranh ngy cng gay
gt, sn phm cnh tranh xoay quanh gi c v cht lng sn phm. Nhng ngi bnh
dn, h c nhu cu s dng sn phm Bia gii tr. Cng ty thc hin c chui sn
phm a dng p ng nhu cu ca khch hng mt cch ti a thu ht mt khi
lng khch hng ln nhm t tnh kinh t theo quy m. Lun lun ci tin c v cht
lng bn trong c quy cch ng gi mi tin tin v linh hot thu ht khch hng v
79

Lim
cnh tranh li c vi cc i th ln. Bn cnh , tn dng mi quan h sn c vi

nh cung cp nng cao kh nng thng lng, kim sot cc yu t u vo, v mt
chui knh phn phi sn c tip cn mt cch d dng nhng ngi c nhu cu.
Trn th trng bia a chng c rt nhiu i th ln cnh tranh, h tp trung cnh
tranh xung quanh gi thp. Molson Coors nu mun cnh tranh theo chi ph thp th se
khng cnh tranh li c vi cc i gia ln nh Anheuse Bucsh, SABMiller.do
cng ty cnh tranh bng vic em n cho khch hng nhng sn phm khc bit, lun
i mi sn phm ng thi tm mi cch t c tnh kinh t theo quy m nhm
mang li sn phm c cht lng vi gi c ph hp
- i vi nhng khch hng snh iu: Cng ty tin hnh hay mua li cc nh sn
xut bia th cng mt s th trng m n hot ng nh nh my bia Sharp Anh,
Golden AC Brewing Co M, Creemore Springs Canada. h tr cho vic sn
xut ra cc thng hiu bia cao cp, p ng c s ph hp hng v ca tng khu vc
Cng ging nh trong phn on khch hng ph thng, sn phm dnh cho nhng
khch hng snh iu cng c MC ci tin v a dng ha sn phm, a ra nhiu bin
th khc nhau, thu ht ngi tiu dng v khm ph hng v pha trn tuyt diu gia v
ng ca la mch, hoa bia v hng v tri cy ngt ngo, ti mt. Cc khch hng ny,
h sn sng tr gi cao hn cho sn phm c c gi tr tiu dng mong mun.
Cu th, trn cc th trng hoat ng, Molson Coor c nhng cch thc tao
dng li th canh tranh cho mnh nh sau:
a, Th trng M:
- Molson Coors hot ng ti M ch yu thng qua lin doanh vi SABMiller l
MillerCoors vo nm 2007 cnh tranh hiu qu hn trn th trng M.
-
Xy dng mng li phn phi: Ti Hoa K, bia phi c phn phi thng qua
3 knh: nh sn xut nh phn phi- nh bn l. MC tn dung c mng li phn

phi ca SABMiller ti M vi 470 nh phn phi c lp a cc sn phm ti cc nh
bn l trn ton quc ( 2009) . V con s ny tng khong 524 nh phn phi nm
2010. Khong 19% sn lng c bn trong cc qun bar v nh hng, v 81% cn li
80

Lim
c bn ti cc ca hng ru, ca hng tin li, ca hng tp ha, v cc ca hng bn

l khc.
- Cng ty tp trung pht trin cc dng sn phm ch cht, M, sn phm bn
chy nht l Coors Light, Blue Moon, Miler Light....
S thay i v doanh s bn ca cc loi bia bn chy nht M trong nm 2011

Khi lng bn ca Coors Light tng 0,8% trong nm 2011 tng ng 18,2 triu
thng, trong khi Budweiser gim cn 17,7 triu thng, theo Insights Bia Marketer. Vi
nhng n lc trong qung co v i mi, hin ti, Coors Light vt ln v tr s 2 ca
Budweiser sn phm ca Anheuser-Busch, n u l Bud Light cho thy hiu qu kinh
doanh t nhng chin lc
b, Th trng Anh:
- Molson Coors tp trung pht trin thng hiu bia Carling, loi bia bn chy
nht ti Anh, cng vi cc thng hiu bia cao cp khc nh Doom Bar,
Worthingtons.l nhng loi bia th cng c Molson Coors mua li thng hiu
bng cch mua cc nh my bia ti y
- Xy dng mng li phn phi : Ti Vng quc Anh, bia c phn phi thng
qua mt h thng hai cp bao gm cc nh sn xut v nh bn l. Molson coors phn
phi cc sn phm ca mnh trn ton vng quc Anh thng qua Tradeteam , mt lin
81

Lim
minh ca cng ty vi DHL, Tradeteam l mt cng ty chuyn cung cp cc dch v h tr

trong chui cung ng cho cc nh sn xut bia, ung, nh cung cp v nh bn l trn
khp nc Anh. N cng bn cc thng hiu Grolsch thng qua mt lin doanh vi
Royal Grolsch NV v cc thng hiu Cobra thng qua mt lin doanh vi tn gi Cobra
Beer Partnership Ltd (Cobra Anh) v l nh phn phi c quyn cho mt s thng hiu
c bn theo giy php, bao gm Corona, Coronita, Negra Modelo, Pacifico, v Singha
Molson cam kt chi tiu thm 15 triu bng mi nm trong vng nm nm ti
pht trin nh my bia ln nht nc Anh- Burton-on-Trent. Km theo k hoch trn
l k ha se c b sung 5 triu bng chi tiu cho nh my bia ca Sharp ti Cornwall.
- p ng cc sn phm ph hp vi khu v a phng v tng nhu cu khch
hng
+ Ra mt cc bin th bia Carling_ sn phm bn chy nht Anh, em li cho
khch hng nhng cm nhn mi m, ph hp vi hng v ca tng ma, tng khu v
a phng nh Carling Zest
+ Ra mt loi bia dnh cho ph n.
+ i vi cc dng bia cao cp cng vy, Molson coors cng lm cho n tr nn
phong ph v a dng vi nhiu phong cch khc nhau chng hn nh . Worthington, n
l loi Ale cao cp , thng hiu s 1 x Wales vi 21,1% khi lng th phn. Molson
Coors tung ra cc phin bn ale Worthington theo ma thu ht ngi tiu dng vi cc
phin bn nh: Worthington's Spring Shield , Worthington's Summer Shield, Autumn
Shield and Winter Shield. Tt c bn bin th c ng gi p mt v hon ton ph
hp vi khu v thng thc ca tng ma ( 2010)
82

Lim
- Ti tr cho cc hot ng th thao
Carling c mt lch s lu di ca nh ti tr trong c bng v m nhc, Carling

gn y cng kt thc ti tr 9 nm ca Football League Cup , cn gi l Carling Cup
c, Th trng Canada
Tip tc xy dng thng hiu truyn thng v bia v vn ha bia Canada,
tip tc pht trin cc dng bia thnh cng trn th trng Canada nh Molson
Canadia, Molson Export, Molson M.
- Tch hp qung co v truyn thng, ti tr cho cc hot ng th thao, s kin
x hi qung b thng hiu
Vi vic ti tr v qung co gn vi s kin Olympic Vancouver 2010 em li
cho Molson Coors nng cao doanh s bn hng ca n v lm cho sn phm ca n ph
bin trn th trng.
Khc cn cu l mn th thao truyn thng Canada cng ging nh bng
Anh vy, MolsonCoors lc quan rng ti tr NHL se thc y doanh s bn hng ca cc
thng hiu ch cht nh Molson Canadian, Coors Light. S tin u t cho NHL l $
375 triu USD ( 2010)
- Ci tin sn phm p ng nhu cu ca khch hng
- N lc lm hi lng mi khch hng vi tng nhu cu ring bit
Molson nghin cu ch ra rng ngi dn Canada c xu hng ngy cng chuyn
sang s dng ung khng cn, v vy khi Molson a ra Molson Canadian 67 vi
ABV 3% vo cui nm 2009, n c nh v thu ht nhng khch hng ny.
Molson Coors chi ph cho cc phng tin truyn thng khong $ 8.300.000 ( 2010)
gp 4,5 ln so vi i th Labatt
83

Lim
- Xy dng mng li phn phi:

Th trng Canada cng bao gm cc tha thun quan h i tc ca Molson Coors
lin quan n phn phi bia Ontario thng qua nh phn phi Brewers 'Inc (BRI), v
trong cc Tnh min Ty Canada, bia c bn ch yu thng qua nh phn phi Brewers
'Ltd (BDL). Cc cng ty ny iu hnh cc nh bn l bn bia cho ngi tiu dng
cui cng. Ontario v Qubec th trng chim khong 62% tng th trng bia Canada
d, Th trng Quc t:
- Tn dng tn tui ca mt s sn phm ch cht nh CoorsLight bc u
thm nhp th trng
- Tn dng mng li phn phi ca cc cng ty lin doanh ti nc s ti nh
Trung Quc, n , Vit Nam
- Duy tr sn phm a dng, kt hp cc nhn hiu a phng cho khch hng
tin tng v d dng la chn sn phm ph hp vi khu v ca mnh
Ti chu u, MC duy tr mt danh mc sn phm phong ph ca hn 20
thng hiu, trong c thng hiu hng u trong nc Staropramen, Borsodi,
Kamenitza, Bergenbier, Ozujsko, Jelen v Niksicko, b sung mt danh mc u t phong
ph ca cc thng hiu ni ting ca a phng cng nh cc thng hiu cao cp
quc t nh Beck 's, Hoegaarden, Leffe, Lowenbrau v Stella Artois, hoc phn phi
theo giy php. Staropramen, Sc lager, c sn trong hn 30 quc gia trn ton th gii
4. La chn chin lc kinh doanh chung
Ti mi th trng, cc SBU l c lp, n c nhng chin lc ring v sn phm
p ng nhu cu v khu v a phng. Tuy nhin trong cch thc hot ng sn
xut, thm nhp th trng l tng t nhau. Trong mi trng cnh tranh khc lit gia
cc cng ty sn xut bia trn ton cu. Vic thay i nhn khu hc, xu hng tiu dng,
chi ph nguyn vt liu gia tng , cc quy nh ca chnh ph v sn phm v trong kinh
doanh. Vic hat ng trong lnh vc ny i hi s thay i trong t duy, chin lc, v
hat ng. Cc SBU ca MolsonCoors lun theo ui mt chin lc thng nht l
to s khc bit
84

Lim
Chin lc n v tao s khc bit

Vi mt th trng bia a dng vi hng ngn nh cung cp trn ton cu th s
khc bit l mt trong nhng yu t thc y tiu th. Molson Coors c gng tm kim v
pht trin cc sn phm mi, ci tin sn phm lun lun em n iu mi m cho
khch hng khm ph, thu ht c cc khch hng ca cc cng ty khc.
mi SBU, c nhng sn phm l th mnh ring, Molson Coors cng lun ci tin
cc dng sn phm ca mnh thu ht khch hng nh Carling ti Anh, CoorsLight ti
M v Canada...
Molson Coors lun n lc to ra nhiu sn phm a dng, phc v cho nhiu nhu
cu khc nhau nh a ra cc dng bia nh, bia lnh cho nhng khch hng ph thng.
i vi cc khch hng snh iu, mong mun khng nh mnh, Molson coors c nhng
sn phm c bit vi cc dng bia Ale, Craft Bia. thc y ph n Anh ung bia,
Molson coors a ra sn phm bia vi lng Cabonat thp, pha vi hng v tri cy ti
mt l t i mi bia ng v nam tnh.
Ti M, Molson coors thc hin vic u t ci tin h thng ng gi tin tin
nhm lm gim hiu sut nhin liu, d dng s dng v ti ch nh chai v lon mi ca
Coors Light vi cng ngh ha trn bao b cung cp cho khch hng bit khi no bia
lnh s dng bng vic ngn ni trn bao b se chuyn sang mu xanh( 2007).
Hay vic thay i hng lot ng chai cc sn phm vi dng chai ming rng, c np vt
ko d dng m v bo qun, gi hng v bia c lu hn( 2009). c bit, bia l mt
sn phm d thay th, cng nh cc cng ty trong ngnh khc, molson Coors cng y
mnh xc tin qung co nh v sn phm trong tm tr ngi tiu dng
Vi nhng n lc khng ngng ci tin trn, Molson coors gn hnh nh ca
mnh vi nhng sn phm vi s i mi, sng to ra cc thng hiu bia tuyt vi.
5. Chin lc u t cp n v kinh doanh
cho cc SBU hot ng hiu qu,
cnh tranh c vi cc i th trong v
ngoi th trng, Molson Coors tn kh
nhiu chi ph cho u t xy dng c bn ,
85

Lim
chi ph mua li, hay quyn kim sot mt s nh my bia ti th trng nc s ti, xy
dng mng li phn phi . Chi ph qung co, chi ph nghin cu v pht trin sn phm
cng l nhng gnh nng chi ph rt ln trong ngnh sn xut bia. Nm 2009, chi ph chi
cho qung co ca Molson Coors l $ 349,3 triu USD trong khi doanh thu thun t
$3,032.4 triu USD, chi ph qung co chim gn 12% trn tng doanh thu thun. Tin
mt s dng cho cc hot ng u t l 194,1 triu USD
T ma trn ny ta thy rng, 3 th trng Anh, M, Canada ang l nhng th
trng nng ct ca Molsoncoors v ang v tr ngi sao, nh hng chin lc cho v
tr ny thng l bo v v tr ca mnh, bng cch tip tc u t ci tin sn phm nhm
duy tr tnh u vit ca sn phm. ng thi tranh th li th v quy m sn xut ln
h gi thnh sn xut cng nhm duy tr li th v mt gi thnh.
Ma trn BCG
MCI ang hot ng ti nhng th trng mi ni v n nm v tr du hi, tuy

ch bc u xm nhp vo cc th trng chu , chu u, khu vc M Latinh,..doanh
thu ca MCI cn thp( 10- 12 %) nhng y l nhng th trng ha hn c s tng
trng mnh trong tng lai. C trin vng v li nhun v tng trng trong di hn.
SBU- MCI c th tr thnh SBU - ngi sao, nu c u t, "nui dng" tt - chng
cn mt lng vn u t rt ln. Vn l cn phi nh gi ng tim nng, c k
hoch u t ng n.
V. T CHC THC HIN
86

Lim
1.
C cu t chc
Vi mt mi trng ngy cng hot ng phc tp v cnh tranh gay gt, MC thit
k kiu c cu t chc theo khu vc a l:
+ Mi khu vc hot ng c lp nh mt n v kinh doanh ring l p ng
cho nhu cu khch hng mi th trng l tt nht, d dng tip cn vi cc ngun
nguyn liu ti mi th trng
+ Tng cng cc chc nng chuyn mn ha mi th trng chuyn bit
nghin cu v p ng cc yu cu t pha mi trng mt cc tt nht
+ Tp trung phn quyn v hoch nh tng tnh linh hot trong t chc
+ Cc nh qun tr trc tuyn l gim c cc khu vc, cc nh qun tr chc nng
c vai tr trong cc hot ng tham mu cho gim c
- Phn cng theo chiu dc: B my t chc ca Molson Coors c 4 cp chnh:

Ban gim c, tng gim c, gim c ti cc khu vc a l v cc b phn chc nng.
87

Lim
-Phn cng theo chiu ngang: B my t chc ca cng ty c phn chia theo
cc khu vc a l ti mi khu vc c mt tr s v b my iu hnh. Mi tr s se iu
hnh cc n v SBU ca mnh v phn cp qun l theo chc nng gm c 7 b phn
chc nng.
- ph hp:
Ph hp vi mc tiu p ng khch hng vt tri
+ Mi khu vc hot ng c lp nh mt n v kinh doanh ring l nn d dng
tip cn vi cc ngun nguyn liu ti mi th trng, c kh nng p ng nhanh cc
nhu cu khng d kin trc
+ T chc c cu thp v phn cp theo a l cc nhn vin linh ng trong vic
v hiu bit st vi nhu cu khch hng tng khu vc
Ph hp vi mc tiu ci tin vt tri: Mi khu vc c nh my sn xut, b phn
marketing, R&D ring gip cng ty: pht trin sn phm ph hp vi nhu cu khch
hng; chi ph pht trin dc kim sot; thi gian da ra th trng ngn trnh s chm
chp v marketing
Kiu c cu ny ph hp vi mi trng hot ng khng n nh, nhu cu ca
khch hng d dng thay i. Gip MC hot ng hiu qu hn, tng s hi lng cho
khch hng nh trch nhim r rng, s hp tc cao gia cc b phn chc nng v cho
php cc n v thch ng vi nhng thay i v nhu cu khch hng trn tng khu vc
hot ng.
Vi chin lc to s khc bit bng p ng khch hng vt tri nn
Molson Coors t chc c cu thp v phn cp theo a l cc nhn vin linh
ng trong vic v tm hiu nhu cu khch hng p ng khch hng mt cch tt
nht. Th hai, phn cp qun l theo chc nng gip chuyn mn ha cao hn ph
hp vi chin lc ci tin vt tri
2. H thng kim sot
Molson Coors hot ng trn ton cu, h thng hot ng thng qua nhiu khu vc
a l khc nhau . Ti mi vng cc hot ng sn xut ng chai, s hu cc thng
88

Lim
hiu v chu trch nhim cho cc sng kin tip th thng hiu ca ngi tiu dng. Tuy
nhin mc tiu chung ca Molson Coors l hng n p ng khch hng vt tri v
s ci tin iu ny ph thuc rt nhiu vo s sng to v cch lm vic ca mi nhn
vin. Do cc nh qun tr Molson Coors s dng kim sot u ra to ra mt c cu
khuyn khch ng vin nhn vin tt c cc cp trong t chc.
VI. NHNG THNH TU CHIN LC
1. Thnh tu th trng
a, Th phn:
Ti th trng Hoa K Molson Coors ng th 2 vi 30% th phn ,sau mt i th
cnh tranh rt ln ca hng l Anheuser Busch thuc s hu ca InBev kim sot 50% th
phn ca th trng M
Ti Canada Molson cng ng th 2 v th phn vi 40% th phn sau thng hiu
Labatt ca InBev vi 44% th phn.
Th phn ca MC trn th gii
Ti Vng Quc Anh Molson Coors ng th 3 kim sot 19% th phn ng trn
Carlsberg UK vi 13% v sau Scolish&Newcastle UK vi 26% v IbBev UK vi 20%
b, Cc thnh tu ni bt:
Nm 2002, Molson Coors lin minh vi tp on Inland Label sn xut thnh cng
nhn bia i mu theo lnh ca bia CoorLight tc l khi biu tng dy Rockies
chuyn t mu bc sang mu xanh th bia lnh ung. V y l nhn hiu c
quyn ca Molson Coors.
89

Lim
Molson Coors l nh sn xut bia u tin ca M chuyn i cht thi bia thnh
ethanol,ngha l ti ch cht thi bia - bia b mt trong qu trnh ng gi hoc coi l
di cc tiu chun cht lng v chuyn i n thnh ethanol nhin liu
MC c nm trong danh sch t ch s bn vng Dow Jones ( DJSI), l
chun ton cu c cng nhn pht trin bn vng gia cc cng ty ton cu
Molson Coors c cng nhn l mt t chc hot ng lnh mnh v hiu qu
ca bo co CDP ( Carbon Disclosure Project), Bo co ny cng nhn cc tp on ton
cu, nhng t chc ang c cc n lc gii quyt vn bin i kh hu.
Molson Coors t ho c 65 nhn hiu bia khc nhau c mt trn 30 quc gia trn th
gii trong c mt s thng hiu c nh gi rt cao nh:
Carling mt thng hiu ca Molson Coors c vinh danh l thng hiu s 1 ca
quc gia ti Anh sau s kin cng ty cung cp
300.000 chai Carling min ph mng mng
k nim 60 nm n hong Elizabeth ln ngi v
Carling cng l nh ti tr cho cp quc gia
Anh
Coors Light tr thnh nhn hiu bia yu
thch hng u Canada v M do ngi tiu
dung bnh chn
Vi nhng thnh cng ca mnh ti cc th trng em li doanh thu cho Molson

Coors khong 7.7 t USD
2. Thnh tu ti chinh
a, Cu trc chi phi
Di y l biu tc gim chi ph tng i ca MCBC trong giai on
hot ng t 2005- 2011.
90

Lim
C th nhn nh rng MCBC c bc dch chuyn ng k trong vic n lc ct

gim chi ph hat ng, t 5.575,7 triu USD xung cn 2622,7 triu USD trong vng 5
nm, tc l gim xung hn 2 ln. Gim mnh nht l t nm 2008- 2009, MC gim
c 1889,2 triu USD chi cho cc hot ng sn xut, qun l v cc chi ph khc
Vi n lc cung cp cc sn phm cht lng v gi c phi chng trong phn phc
th trng bia i chng , MCBC ang ngy cng to ra nhiu gi tr cho khch hng
bng vic hot ng hiu qu hn, a li li ch mong i cho khch hng cao hn gi
tr h b ra cho 1 sn phm.
b, Cu trc thu nhp
Theo khu vc a l nh sau
Nm
2005
2006
2007
2008
2009
2010
2011
USA
142,043
159,072
286.4
551.3
867.0
1,081.3
1,021.5
Canada
351,558
483,267
427.3
458.4
462.6
454.0
474.9
UK
66,549
83,832
89.5
85.4
90.8
95.3
99.3
(264,949)
(254,121) (277.2)
(309.4)
(217.9)
(196.4)
(170.7)
Internati
onal
ng u doanh s bn vn l th trng M vi tc tng trng trung bnh t

14,9%/ nm nhng trong nhng nm gn y c du hiu suy gim,
91

Lim
Hai th trng l Anh v Canada vn l nhng th trng trng yu ca MC, tc

tng trng doanh thu trung bnh u t khong 16 %/ nm, cng nh M, cc th
trng ny cng ang dn bo ha v ang c du hiu suy gim li nhun
MCI c tc tng trng m do MC mi m rng hot ng vo th trng quc
t, cn c thi gian phn b c cc chi ph v t c tnh kinh t theo qui m. Tuy
nhin, nhng nm qua, n t c mt tc tng trng kh nhanh 17 % / nm , ch
mi thm nhp vo th trng quc t hn 10 nm tr li y, nhng y l mt th
trng tim nng trong di hn m MC cn ch trng u t
Nm 2011, doanh s bn hng theo khu vc a l ca MC nh sau: M chim 42%
doanh s, Anh l 17 %, Canada chim 27%, khu vc chu u v quc t chim 14% cn
li.
c, Cu trc ti sn
Qua cc nm, ta thy rng

Qua s v cu trc ti sn ta nhn thy cu trc ti sn di hn ca cng ty lun
chim trn 80% tng ti sn. Tng ti sn ca cng ty c s tng trng mnh qua cc
nm, c bit l vo nm 2007 tng ti sn ca cng ty tng ln 13.451,57 triu USD( do
nm ny cng ty tham gia lin minh vi SABMiller, cn u t hot ng nhiu,
Molson Coors m nh my bia mi Elkton, Virginia v Moncton, New Brunswick, cc
nm sau c s tng ln u n. iu ny l do cng ty tin hnh cc v mua li, lin
doanh lin kt, nh mua li nh my bia Sharp Anh ( 2011). Lin doanh vi cng ty bia
92

Lim
Sihai Trung Quc ( 2010) . Tng ti sn di hn trung bnh mi nm t 86%, iu ny

cho thy cng ty ngy cng u t nhiu vo ti sn di hn th hin chin lc tp trung
vo lnh vc kinh doanh chnh l sn xut v phn phi bia cng nh tham vng m rng
qui m ton cu. Do tnh cht ca ngnh nn MC phi tp trung u t vo nh my sn
xut, h thng kho bi, trung tm phn phi, mng li ca hng phn phi rng ri
Tin mt ang c xu hng tng nhanh trong nhng nm tr li y, tng 0,65%
trong vng 1 nm t nm 2009- 2010, chng t cng ty ang c s quay vng nhanh v
vn v ti sn lu ng .
Tin mt
Khon
phi thu
Hng tn
kho
2005
2006
2007
2008
2009
2010
2011
39,413
182,186
377,02
216,2
734,2
1217,6
1078,9
829,7
828,599
871,15
635,4
717,2
729,5
726
314,725
319,538
369,52
192,1
181,3
195
207,2
284,404
128,033
159,12
63,4
75,2
78,8
105,9
Ti sn
ngn han
khc
Ti sn
di han
Tng ti
sn
N ngn
han
N di
han
Vn chu
s hu
Tng
10331,023 10145,057 11674,76
9279,5
10313,2 10476,7 10305,8
11799,265 11603,413 13451,57 10386,6 12021,1 12697,6 12423,8

2005
2006
2007
2008
2009
2010
2011
2236,616
1800,116
1735,58
986,1
1580,9
1333,9
1277,2
4237,932
3985,941
4566,6
3345,1
3360,6
3564,9
3498,7
5324,717
5817,356
7149,39
6055,4
7079,6
7798,8
7647,9
11799,265 11603,413 13451,57 10386,6 12021,1 12697,6 12423,8
ngun
93

Lim
vn
d, Cu trc ngun vn
Trong cu trc ngun vn, t trng vn ngn hn gim dn qua cc nm: vo nm
2005 l 18.9% v vo nm 2011 l 10,28% trong tng ngun vn. ng thi t trng vn
di hn cng c xu hng gim nh t 36% nm 2005 xung 28 % nm 2011. Vn ch
ang tng dn qua cc nm v lun chim trn 50% tng ngun vn. Kt hp vi phn
tch cu trc ti sn trn ta thy cng ty ang c xu hng s dng ngun vn t c
u t, ti tr cho ti sn phc v cho hot ng kinh doanh. T l n gim i, tc l
cng ty ang nm trong tay ngun vn di do, m bo s an ton v vn lu ng cho
cc khon u t
e , Cc thng s kh nng sinh li

n v tnh: triu $
2005
Doanh thu
2007
5,506,906 5,844,985 6,190.6
Gi vn hng
bn
Li nhun gp
EBIT(
2006
2008
2009
2010
2011
4,774.30 3,032.40 3,254.40
3,515.70
3,306,949 3,481,081 3,702.90 2,840.80 1,726.90 1,812.20
2,049.10
2,199,957 2,363,904 2,487.70 1,933.50 1,305.50 1,442.20
1,466.60
LN
trc thu v 295,201
472,050
526,00
499,40
717,50
809,00
774,20
82,405
1,00
96,40
-14,70
138,70
99,40
lai)
Thu
50,264
94

Lim
Li nhun sau
thu(li nhun 244,937
389,645
525,00
403,00
732,20
670,30
674,80
0.045
0.067
0.085
0.084
0.24
0.206
0.2
0.4
0.404
0.402
0.405
0.43
0.44
0,417
rng)
Li
nhun
rng bin
Li nhun gp
bin
Li nhun rng bin:

Li nhun rng bin trung bnh ca Molson Coors qua cc nm l 13.24% v ang
c tc tng trng nhanh ( t trung bnh 18 %/ nm)
Li nhun rng bin ca ngnh CN bia l 10,52%, nh vy c th nhn thy rng,

kh nng sinh li trn doanh s ca Molson Coors so vi cc i th cnh tranh l kh
cao, N ang dn c nhng bc tin kim sot cc hot ng sn xut tr nn hiu
qu hn,
Trong nhng nm qua, t sut li nhun gp t mc cao nht 43% ( nm 2009) v
trung bnh t 40,8% mi nm.
95

Lim
Qua bng biu trn ta thy rng doanh thu qua cc nm ang gim dn, c th di
nhiu nguyn nhn nh vic gia tng nhn thc ca ngi tiu dung v bia ru, nh
hng ca khng hong kinh t, t l tht nghip, lm pht v vic gim chi tiu ca
ngi dn,
Vic gim doanh thu khng c ngha l MC ang hot ng thua l, c th n c
nhng n lc trong vic ct gim chi ph sn xut, tit kim nng lng v chi ph hot
ng, tn dng c ngun cung cp r, v cung cp cho khch hng cc sn phm bia
vi gi r hn.
C th thy c iu thng qua vic gia tng li nhun sau th sau khi tr i cc
chi ph.
Li nhun sau thu nm 2011 l 674,8 triu USD, tng gn 3 ln so vi nm 2005
( 244,937 triu USD)
Bia l mt ngnh tp trung, rt nhiu i th ln c tim lc mnh trong ngnh,
khng ch ring g MC m hu nh cc cng ty trong ngnh bia u theo ui chin lc
chi ph thp cng vi vic m rng qui m ton cu tn dng c li th theo qui m.
ROA v ROE
2005
2006
2007
2008
2009
2010
2011
ROA
2,08
3,36
3,90
3,88
6,09
5,28
5,43
ROE
4,60
6,70
7,34
6,66
10,34
8,59
8,82
96

Lim
Thu nhp trn tng ti sn ROA: c xu hng tng trong nhng nm 2005- 2011,
ROA trung bnh qua cc nm l 4,29%, trong khi tng ti sn bin i khng bao nhiu
th ROA tng l do li nhun rng tng ln, iu ny chng t t l gia tng v li nhun
tng nhanh hn so vi t l gia tng t tng ti sn ca cng ty v cng ty s dng hiu
qu ti sn ca mnh. T nm 2006 n nm 2010, ROA gia tng ng k, nm 2006 l
3,36% n 6,09% ( 2009) gn mc trung bnh ngnh . ng ngha vi vic ngy cng
MC s dng t ti sn hn to ra doanh s
Tuy nhin, ROA trung bnh ngnh l 6,47%, cao hn ca Molson Coors, tc l MC
phi s dng nhiu ti sn hn to ra doanh s, Trong giai on ny th MC ang u
t m rng th trng kinh doanh qua cc hp ng ln doanh, mua li, iu ny buc
MC phi chi ra kh nhiu ti sn, cc bc dch chuyn kinh doanh cng ang dn n
nh v lm cho ROA ca MC tng ln.
Thu nhp trn tng vn ch s hu ROE: ROE trung bnh ca ngnh l 9,4%, so vi
s tng trng ROE qua cc nm trong giai on ny th ROE ca MC thp hn so vi
trung bnh ngnh, ROE trung bnh ca MC t 7,58%, vi tc tng trng cng tng
i nhanh, t 4,6% nm 2005 n 10,34% nm 2009. ng thi trong giai on ny ta
thy vn ch s hu ca MC ang tng ln kh nhanh, Cho thy, s tng trng v t l
li nhun tng nhanh hn s gia tng v ngun vn ch s hu. Thy c kh nng sinh
li ca cng ty trn mt ng vn ch ang ngy cng cao ln, chng t cng ty s dng
vn c hiu qu, tuy nhin so vi cc cng ty khc trong ngnh th t l sinh li trn vn
ch ca MC cn thp do cng ty dnh nhiu vn u t mi cho cc hot ng kinh
doanh gn y.
97

Lim
Sau khi xem xt ROA v ROE ca cng ty ta c th kt lun rng cng ty s dng
vn u t vo cc ti sn c hiu qu, tuy cn thp hn so vi cc i th trong ngnh
nhng y cng cho thy c n lc kinh doanh v nhng bc tin r rt t c
kh nng sinh li cao trong tng lai ca MC
KL: Da vo nhng phn tch ti chnh, chng ta c th thy c mt tnh hnh
ti chnh kh lnh mnh ca MC. Nhng kt qu v phn tch u th hin c s
tng trng u n ca cng ty qua cc nm. Cng ty c khi lng ti sn di hn
ln, Doanh thu ca cng ty tng trng nhanh qua cc nm, kh nng quay vng vn
kh nhanh, Trong khi li nhun bin tng nhanh hn tc tng tng ti sn cng
vi vn ch trong thi k ny lm cho t sut sinh li trn tng ti sn v t sut
sinh li trn vn ch s hu ca MC ang c chiu hng tng nhng vn cn thp
hn so vi mc cnh tranh ca ngnh. V y l kt qu ca hng lot cc v mua li,
sp nhp ca cng ty , phc v cho chin lc tng trng trong di hn v m rng
th trng hot ng.
Phn tich SWOT
C hi:
- M rng kinh doanh sang cc th trng c tim nng nh chu , chu u, mt
s nc khu vc M la tinh v vng Caribe
- To cc lin minh chin lc, lin kt, hp tc , lin doanh vi cc cng ty nc
s ti lm gim nguy c khi MC di chuyn vo cc hot ng nc ngoi, tit kim chi
ph v tn dng c mng li phn phi
- p dng cc cng ngh mi trong vic sn xut bao b d ti ch v tit kim chi
ph
- Sn xut cc dng bia th cng hoc di chuyn vo phn khc th trng gi cao
hn.
- nh vo cc phn khc th trng hp nh bia dnh cho ph n, cc dng bia c
bit phc v cho nhiu nhu cu
e da:
98

Lim
- Th phn c nguy c st gim, cnh tranh gay gt trong ngnh

- S tng gi ca nguyn vt liu e da n chi ph sn xut v khi lng cng
nh cht lng sn phm
- Kh nng sinh li st gim, thu cao
- Chi ph tng ln do cc n lc nghin cu cc sn phm thn thin vi mi trng
v t tiu chun ca php lut,
im mnh
a.
Phn ln doanh thu ca Molson Coors l t Bc M.
b.
Molson Coors l mt cng ty sng to trong thit k bao b sn phm.
c.
Molson Coors C v th ti chnh mnh me
d.
Thnh cng vi chin lc lin doanh.
e.
Gi bia hp l vi a s ngi tiu dng trn th trng.
f.
Tng trng ti cc th trng nc ngoi.
g.
Hnh nh thng hiu mnh: MC c mt danh mc u t thng hiu
mnh i din cho tt c cc loi bia
im yu
b.
Th phn ti Anh ang c xu hng st gim.
a.
H ch da vo mt tn thng hiu ni ting ti mi th trng.
b.
H c ph thuc vo nguyn liu nh nhm, hoa bia, la mch v gi ang
tng ln rt nhiu k t nm 2008.

c.
Nhn thc cc bang ti M th bia Molson Coors l ly bia ca tng lp
trung lu iu ny lm cho MC kh tip cn vi nhng ngi c thu nhp thp

d.
H da ng k vo mt s nh cc nh cung cp lm bao b cho sn
phm.
e.
70% doanh thu ca MC ti Hoa K l t Coors Light.

99

Lim
SWOT
PHN
TCH
SWOT
IM MNH(S)
1. Phn ln doanh thu ca
MC l t Bc M.
2. MC l mt cng ty sng
to trong thit k bao b sn
phm.
3. MC c v th ti chnh
mnh me
4. Thnh cng vi chin
lc lin doanh.
5. Gi bia hp l vi a s
ngi tiu dng trn th
trng.
6. Tng trng ti cc th
trng nc ngoi.
7. Hnh nh thng hiu
mnh
IM YU(W)
1. Th phn ti Anh ang c
xu hng st gim.
2. H ch da vo mt
thng hiu ni ting ti mi
th trng.
3. MC c ph thuc vo
nguyn liu.
4. H da ng k vo mt
C HI (O)
1. M rng kinh doanh sang
th trng Chu
2. To cc lin minh chin
lc vi cc cng ty
3. Cung cp nhiu bao b
thn thin vi mi trng
4. Tip tc m rng lin
doanh quc t.
5. MC c th sn xut mt
dng bia hu c hoc di
chuyn vo phn khc th
trng gi cao hn.
S3_O1: Lin doanh vi cng
ty bia SiHai Trung Quc nm
2010
S2_O2: Khong 1/3 sn phm
c ng gi trong chai thy
tinh, 36% sn phm c
ng gi trong lon nhm,
10% c ng gi thnh kt,
cn li c ng gi trong
thng thp khng g
S3, S4, S6, S7_O3: Lin
doanh vi SAB Miller,
Brewer Retail, Tradeteam
m rng knh phn phi
S1, S3, S5_O4: Mua trang
tri gim chi ph nguyn
vt liu v s dng cc trang
tri to ra mt dng mi
ca bia hu c
S5, S7_O4: Sn xut cc dng
bia cao cp nh Bluemon,
E DA(T)
1. Th phn c nguy c suy
W1, W3_O3: Lin minh vi

Frontier Agriculture_ nhm
cc thng gia ng cc
Anh, thnh lp Tp on
Molson Coors ngi trng
(MCGG)
W4_O2: Lin minh vi tp
on Inland Label_mt trong
nhng nh cung cp nhn t
W1, T4: M rng th trng

ra nc ngoi nh Chu ,
ng u.
W3_O3: Mua li trang tri
trng la mch Bc M
gim
2. S gia tng gi nguyn liu
nh hng n li nhun ca
MC.
3. Kh nng sinh li ca MC
gim
4. Doanh s bn hng gim
S1, S4_T1: Lin doanh vi
SAB Miller m rng knh
phn phi ti M (2007)
Mua li 40% c phn ca
cng ty FEMSA l cng ty
nc gii kht ln nht ti
Mexico (2006)
2007, Molson Coors xy
dng 2 nh my bia ti
Elkton, Virginia M
S5, S6_T4: M rng sang th
trng Anh, Canada, Trung
Quc, n cng vi a
dng ha thng hiu ca MC
S1, S7_T4: Lin minh, lin
doanh nng cao hnh nh
thng hiu. Chng trnh
Ung bia c trch nhim
c t chc hng nm.
S3, S4_T2,T3: S dng chin
lc hi nhp dc hnh chp
100

Lim
s nh cc nh cung cp
lm bao b cho sn phm.
5. 70% doanh thu ca MC
ti Hoa K l t Coors Light
D.
nhn ln nht Bc M
(2002)
W1, W2_O4: Sn xut 2 sn
phm mi l CarLing
Chrome, CarLing Zest
y mnh qung co sn
phm, xy dng ng dng tr
chi trn Iphone (2008)
Lin doanh vi Tradeteam_
nh phn phi va bn l bia
ti Anh
BN CHT V NGUN GC CA LI TH CNH
TRANH
I.
BN CHT CA LI TH CNH TRANH
1.
Li nhun rng bin: Li nhun rng bin trung bnh ca Molson Coors t
2005 ti 2011 l 13.24%. Li nhun rng bin ca ngnh CN bia l 10,52%. Nh vy

Molson Coors c th c li th cnh tranh trong ngnh
2.
Bn cht ca li th cnh tranh:
Molson Coors c gng to ra v duy tr pht trin li th cnh tranh ca mnh 2

khi c bn, l kh nng p ng khch hng vt tri v ci tin vt tri
a. S vt tri v kh nng p ng nhu cu khch hng:
Molson coors mong mun p ng khch hng mt cch vt tri. Do cng ty
lun n lc to ra cc sn phm cht lng v p ng khch hng theo nhiu cch thc
mi l. MolsonCoors lun lun m bo vi khch hng cht lng tuyt ho v cc sn
phm ca cng ty thng qua mt qui trnh sn xut v kim tra cht che t cc yu t u
vo n sn phm u ra.
Cng ty sn xut bia bng vic s dng nc tinh khit, cc loi ng cc v hoa bia
tt nht nhm mang li cht lng m bo an ton tuyt i cho ngi tiu dng, bi le,
MolsonCoors xc nh mc tiu duy nht trong qu trnh sn xut bia l to ra nhng
sn phm bia c cht lng cao nht p ng mong i ca khch hng. Cng ty thng
101

Lim
xuyn kim tra, phn tch ha hc trong mi quy trnh sn xut ti cc nh my bia, t
thnh phn nguyn liu n sn phm cui cng.
Vi nhng nhu cu ring bit nh ung bia gii tr, ung bia th hin s ng
cp, bia dnh cho ph n, mi loi khch hng, MC cung cp nhiu sn phm a dng
cho h la chn.
Nhng ngi ung bia bnh dn, MC a ra cc loi bia nh, bia lnh, m bo cht
lng v gi c phi chng
Vi nhng ngi thnh t v snh iu, MC a ra cc dng bia th cng nh Blue
Moon, Doom Bar em n s ng cp khi tiu dng cho h
Vi ph n, nhng ngi ght mi v ng ca bia, MC a them hng v tri cy
ti mt vo sn phm, lm gim nng cn ti mc thp nht c th lm hi lng
h
Vi nhng th trng hot ng khc nhau, Molson Coors tp trung phc v cc sn
phm m ngi tiu dng yu thch nht, chng hn M, sn phm em li doanh s
cao cho Molson Coors l CoorsLight, Anh l Carling, Canada l cc thng hiu bia
truyn thng ca Molson, CoorsLight..
Xy dng mng li phn phi, lin minh, lin doanh.vi cc i tc tn dng
c knh phn phi cc th trng hot ng, p ng cung cp sn phm mt cch
nhanh chng v thun tin
b.
Ci tin vt tri
Chnh nh s ci tin vt tri mang n cho MolsonCoors nhng li th ln

trong cc sn phm ca mnh v kha cnh c o m c th l mi sn phm c nhng
c trng khch nhau nh Coors Light, Carling, l sn phm bia nh v sn phm bia
lnh lun c coi l nhng sn phm mi, khng ng hng.
Tt c cc hot ng ci tin ca MolsonCoors u c mt mc ch duy nht l to
ra gi tr cho khch hng, nhng ngi tin tng h tht nhiu v mang li cuc sng
ti p cho tt c nhng ngi trn khp hnh tinh ny. Ci tin chnh l nhng g c
coi l mi hay mi l trong cch thc m mt cng ty vn hnh hay sn xut sn phm
102

Lim
ca n. MolsonCoors c c li th cnh tranh nh s ci tin vt tri ca mnh so

vi i th cnh tranh.
Cc sn phm lun thay i hng v cho ph hp vi tng a phng tng ma
nh Coors Light Ice T, Carling Zest vi v cam chanh mt lnh cho ma h, tip n se c
nhng bin th dnh cho ma ng.
Blue Moon cng l mt loi bia cao cp bn chy ti M, ngoi hng v cam chanh
cay nng truyn thng, mi y ( 2011), Mc nghin cu v cho ra i Blue Moon
Caramel Apple Spiced Ale vi mt s pha trn ca nc p to, qu, ht nhc u khu
v cc loi mch nha Caramel, Carmel ca Apple Spiced Ale c mt mu ng phong
ph vi r nt cao v bt c mu kem. S pha trn theo ma ca cc loi gia v, to
v cc loi mch nha caramel lm ni bt hng v ca bia v s m p ca ma thu.
Khng ch i mi, ci tin v cht lng, MC cn ch trng p dng nhanh chng
cc cng ngh hay cc cch thc ng gi linh hot, mi m
Thnh cng nht vn l s ra i ca v lon v chai kch hot mu sc theo nhit
ca sn phm Coors Light ( 2007), tip theo l s ra i ca cc loi cng ngh v chai
Widemouth ( v chai ming rng) mi l cun ht c mt lng khch hng ng
o mang li doanh thu ng k cho cng ty.( 2009)
Cng p dng cho sn phm Coors Light, nm 2010, MC a ra mt dng ng gi
mi Window Pack vi ca s hai bn cho php ngi tiu dng nhn thy sn phm
bn trong, d dng cm nm v di chuyn
103

Lim
Tip , Coors Light a ra cch ng gi mi Home Draft vi dung tch 5.7L-H

thng ny cung cp cho bn tt c cc hng v tuyt vi ca bia ti, n bao gm mt
bnh ng bia, gi bia ti trong t lnh ca bn ln n 30 ngy.
Molson Coors cng c nhng n lc khai thc vo th trng bia dnh cho ph
n vi s ra i ca dng sn phm Animee dnh cho ph n, m u ti Anh, vi 3
hng v l tiu chun, vang hng v hng v chanh
Molson Coors c xem l mt hng bia vi kh nng i mi lin tc, a n cho
khch hng t bt ng ny n th v khc, thu ht s quan tm ca khch hng v h se
ghi nh n sn phm ca mnh
II.
NGUN GC CA LI TH CNH TRANH
1. Cc ngun lc
a.
Ngun vt cht
M t : Ngun vt cht bao gm nhng yu t hu hnh c s dng trong qu

trnh sn xut ca cng ty m c th Molson Coors l nh xng , my mc, thit b,
nguyn liu, vt liu.
Ngun lc ny gip Molson Coors xy dng cho mnh mt mng li c s sn
xut cng nh mng li phn phi rng ri, m bo t c tnh kinh t v a im,
gim chi ph vn chuyn. ng thi gip cng ty c c mt ngun cung nguyn liu
sn c, n nh v cht lng to ra nhng ly bia tuyt vi nht
Tnh phc tp v phn b nh xng my mc
Tnh n 25 thng 12 nm 2010, cc c s chnh ca MC:
104

Lim

c tnh
C s
a im
c tnh
S
hu
Thu
ngoi
Canada
Canada Segment Tr
1
s chnh
Hnh chnh vn
Toronto, Ontario
Phng
Tr s cng ty
Montral, Qubec
Nh
bia/nh
ng gi
my
my St Johns, Newfoundland
Montral, Qubec
ng gi malt ung
1
Nh my sn xut bia
ln nht Canada (chim 1
73% sn xut)
Toronto, Ontario
Creemore, Ontario
Moncton, New Brunswick
Vancouver,
Columbia
Kho, phn phi
British C s sn xut v bao

2
b
Tnh Qubec
Trung tm phn phi
14
Phn cn li ca Canada
12
8
Hoa K/ MCI
Hnh chnh vn
Denver, Colorado
phng
Nh
bia/nh
ng gi
Tr s chnh ca cng
1
ty v MCI
Qung Chu, Trung Quc
55
Tokyo, Nht Bn
Hong Kong
my
my Tha c, Trung Quc
ng gi ung
Vn
phng Burton-on-Trent,
hnh chnh
Staffordshire
Tr s chnh
Nh
bia/nh
Nh my sn xut, 1
ng gi ln nht ti
Vng
Anh
Quc
my Burton-on-Trent,
my Staffordshire
105

Lim
ng gi
Anh (62% sn xut)

Tadcaster Nh my bia,
Yorkshire
Nh my
Hampshire
bia
Alton,
Hm cha ng Burton-on-Trent,
cc
Staffordshire
Kho, Phn phi
Burton-on-Trent,
Staffordshire
Trung tm phn phi
Molson c hn 30 nh my bia ln trn ton cu, vi khong 15 trung tm phn

phi ln ti Anh v Canada v hn 80 vn phng i din thu ngoi ti cc th trng.
Cng ty hot ng 7 nh my bia Canada, v bn cc nhn hiu nh Molson
Canadian, Coors Light v Creemore. N cng s hu 9 nh my bia M, ba Anh, 9
nh my trung tm chu u, v 2 Trung Quc cng vi vic hp tc sn xut vi 1 s
nh my bia a phng
Tip cn cc ngun nguyn liu
Molson Coors t sn xut 80% la mch sn xut bia thng qua vic lin kt vi
nhng nng dn trng la mch ti Anh, Bc M.
Ti Molson Coors, cc lon nhm c mua t RMMC_ mt nh cung cp lon nhm
ti Canada. Ngoi ra MC cn tha thun vi cc trung tm bng mua li lon nhm
v chai thy tinh c s dng. Khong mt phn ba sn phm c ng gi trong
chai thy tinh, 36% sn phm c ng gi trong lon nhm, 10% c ng gi thnh
kt v cn li c ng gi trong thng thp khng g. a s cc bao b ny u c
tha thun lu di gia Molson Coors vi cc nh cung cp ca h. Ngoi ra MC cn cho
cc h thng phn phi thu mua li chai thy tinh v lon nhm s dng ti ch bao
b.
Nhn, bao b bao quanh v cc tng c mua t mt s lng nh cc nh cung
cp_ngun duy nht cho mi sn phm.
Ta c th thy MC khng phi lo ngi v ngun cung nguyn liu trong tng lai.
b, Nhn s.
106

Lim
M t : Ngun nhn lc l mt ngun lc v hnh l tng hp cc c nhn nhng

con ngi c th tham gia vo qu trnh lao ng, l tng th cc yu t v tinh thn v
vt cht c huy ng trong qu trnh lao ng. Ngun nhn lc l tng th nhng tim
nng ca con ngi (trc ht v c bn nht l tim nng lao ng) gm: th lc, tr tu,
nhn cch ca con ngi nhm p ng nhu cu ca mt t chc.
Hin ti MC c khong 19.000 nhn vin ang lm vic ti hn 50 quc gia trn
ton cu. i vi Molson Coors th nhn vin l ti sn ln nht ca cng ty, l nhn t
quyt nh thnh cng ca cng ty.
Nhn vin ca Molson Coors ch yu l nhn vin c tuyn dng ti nc m
MC hot ng v mt phn l nhn vin ca i tc lin doanh bi vy h c mt i ng
hiu c xu hng, cch thc v vn ha ca ngi tiu dng. iu ny gip MC d
dng m rng th trng v tit kim c chi ph cho vic tuyn dng.
i ng nhn vin ca Molson Coors l mt tp hp tt c nhng con ngi c tnh
yu vi bia, y h tha sc th hin tnh yu ca h.
Ti Molson Coors, cng ty lun c nhng chnh sch gi nhn ti, nhn vin
ca h lun trung thnh vi MC v quan trng l i th ca MC khng th c c
ngun lc quan trng ny. H to ra mt nn vn ha tch cc lng nghe v hnh ng
theo quan im ca nhn vin thng qua Kho st vin hng nm h. MC c gng to
ra mt ni lm vic m nhng ngi am m kinh doanh bia c th pht trin.
a dng
MC h tr mt nn vn ha gia cc nhn vin, nh cung cp v ngi tiu dng
ca h. MC se l mt cng ty ln mnh hn vi cc li ch ca s a dng trong t
tng, dn tc, nn v li sng. Molson Coors xy dng mt nn vn ha a dng, tn
dng c nhng ngun lc, hiu c xu hng , cch thc tiu dng v vn ha ca
tng vng min thng qua nhng nhn vin ca h.
Cc chng trnh pht trin nhn vin
Sng kin Violet
107

Lim
tng s lng qun l cp cao l n th MC p dng sng kin Violet, trong

tp trung vo vic lu gi s tin b ca ph n ti Molson Coors. Nhim v ca n l
c mt s hiu bit tt hn v nhng ro cn, cc vn c th ngn ph n thnh cng
v gip Molson Coors pht trin cc khuyn ngh loi b nhng thch thc nh vy.
Pht trin s nghip
Con ng s nghip v cc c hi pht trin mt nn tng cho tham gia ca nhn
vin. Chng trnh pht trin nh qun l ti nng din ra hai nm mt ln, nh gi hiu
sut hin ti v tim nng trong tng lai ca tt c cc nhn vin qun l trong ton cng
ty, tp trung vo cc k hoch pht trin v xy dng sc mnh ca cc nh qun l tng
lai ca MC. Qu trnh ny cung cp cho MC mt phng php ph hp nhn ng
ngi vi cc k nng ngay trong ng vai tr ton cu, vo ng thi im.
c, Ngun sng kin
M t : y l mt ngun lc v hnh quan trng, n lun l ngun lc to ra li
th cnh tranh cho cng ty v ngun lc v hnh l cc ngun lc kh nhn thy v rt
kh i th cnh tranh tm hiu v bt chc. Ngun lc v hnh thng l nn tng,
ca cc kh nng v nng lc ct li. y chnh l cc ngun lc ng gi, gip cng ty
trin khai th mnh ca mnh, c c li th cnh tranh trn th trng.
Kh nng ci tin
Molson Coors l mt cng ty bia lun c nhng tng mi, c o ph hp vi
nhu cu ca con ngi ngy cng mun thng thc khng ch cc loi bia ngon, ho
hng m cn em n cho h mt s cm nhn khc bit. Molson Coors t ho v nn
vn ha sng to ca mnh v khuyn khch nhn vin suy ngh v hnh ng nh ch s
hu ca cng ty.
Vi nhu cu ca khch hng trong ngnh sn xut bia ngy cng c xu hng gim
v xu hng l thch tip cn vi cc sn phm c s khc bit, bt mt, sn phm phi
thng xuyn i mi. Molson Coors lun thc y nhn vin sng to, tin hnh nghin
cu th trng, pht trin cc trung tm nghin cu.
108

Lim
Vn ha doanh nghip ca MC ch trng vo vic pht trin s ci tin, ban lnh

o lun a ra cc thch thc sng to trong cng vic nhn vin c nhng n lc
trong cng vic. Vn ha ca cng ty nh gi cao s sng to, i mi v thch thc d
kin
Molson Coors l mt ni cho s i mi sn phm, i mi cng ngh v l ni lm
vic ca cc nh t tng sng to. Molson Coors ku gi mi nhn vin, t Gim c
iu hnh n iu phi vin bn hng, y mnh trao i kin, tng tc vi cc khch
hng lun n lc p ng s hi lng cho h.
Chng ti khng bao gi ngng hc hi t nhng ngi ung bia ca chng ti v
l nhng g thc y s i mi ca chng ti l li pht biu ca CEO Molson
Coors.
Bn cnh ci tin vt tri v sn phm ca mnh, Molson Coors lun n lc ci
tin quy trnh sn xut m bo tit kim chi ph v lm gim nhim mi trng, lm
ng vi nhng cam kt trong bn tuyn b s mnh ca mnh v trch nhim vi mi
trng. Nm 2009, Molson Coors tit kim c $ 92 triu chi ph. Trong ba nm
qua, Cng ty cung cp $ 270 triu tit kim chi ph thng qua chng trnh RFG, trong
ng k vt qu cam kt ca Cng ty l $ 250 triu USD. Ch ring trong qu IV,
Cng ty cung cp $ 24 triu ct gim chi ph RFG.
Kh nng khoa hc:
L mt cng ty vi s mnh hin din ton cu. Molson Coors lun mong mun
duy tr v tr th phn ca mnh trn cc th trng m n hin din v lm c
vic ny Molson Coors nhn thc r rng : p ng khch hng v tng s khc bit
sn phm l iu cn thit m n quan tm duy tr tnh cnh tranh trn th trng. Vic
tm kim nhng hng v mi vi cht lng sn phm cao lun l mc ch ca Molson
Coors trong qu trnh hot ng nhm mang li cho khch hng mt hng v tuyt vi.
c c nhng iu Molson Coors u t cho mnh mt phng nghin cu vi
khong hn 100 chuyn gia trong lnh vc bia nghin cu tm ti nhng cng thc
mi l trong cng ngh sinh hc v s pha trn cc hng v to ra cc loi bia ngon
nht, ti Trung Tm c cc phng th nghim tp trung nghin cu nhng vn lin
109

Lim
quan n la mch v vic pha ch bia cung cp thng tin cho Molson Coors. Cc hot
ng ca n bao gm nghin cu di truyn hc, vi sinh v cng ngh sinh hc vo nghin
cu thnh phn cht lng la mch vi mong mun ci tin hng v tt nht cho sn
phm ca mnh.
Tiu chun
nh gi ngun lc
Ngun lc vt cht
ng gi
V n gip MC xy dng c mt mng li phn phi v

sn xut hiu qu, tit kim chi ph, p ng nhu cu ca khch
hng v hng ha mt cch nhanh chng
H thng nh xng phn b rng khp gip Molson Coors
t c tnh kinh t v a im, ng thi h c th cung cp
cho khch hng cc sn phm mt cch nhanh nht.
Ngun cung nguyn liu n nh lm cho cng ty khng
phi lo lng nhiu v u vo khi m ngun nguyn liu ang c
nhiu bin ng trn th trng th gii. m bo ngun u vo
cht lng, sn c, an ton v kim sot c cc vn bin
ng nhu cu v tng gi nguyn vt liu
Him
Khng
a s cc i th trong ngnh c c ngun lc vt cht

kh mnh me, v h thng phn phi v nguyn vt liu SX l
yu t quan trng vi ngnh sn xut bia nn hu nh cc cng
ty lun n lc c c
bt Khng
chc
Nu c ngun lc v tin bc v kh nng u t th a s

cc i th u c th bt chc theo
Khng th Khng
thay th
Ngun lc vt cht l ngun lc hu hnh, d nhn din v

tt nhin n c kh nng b thay th
Nh vy, ngun lc ny gip cng ty to c li th cnh tranh bnh ng vi cc

i th
nh gi ngun nhn lc
ng gi:
Con ngi l ngun lc quan trng nht trong tt c cc t

chc, n ng gi v con ngi l nhng ngi trc tip to ra
110

Lim
cc thng hiu bia tuyt vi. H l nhng ngi n lc p ng

nhu cu ca khch hng nh l nhim v thit yu ca mnh,
sng to ra cc sn phm v hng v bia tt nht, ph hp nht
cho mi khch hng, tp trung p ng khch hng vt tri
trnh tranh li vi cc i th
Nh i ng cht lng cao m nhng sn phm ca cng
ty u c khch hng nh gi cao trong gi tr p ng tt
nht. y l mt li th ln cho cng ty.
Him
Khng
a s cc cng ty lun n lc xy dng vn ha t chc

lnh mnh, lm hi lng nhn vin em li hiu sut cao trong
cng vic
bt Khng
chc
Cc i th d dng bt chc c cc chin lc ngun

nhn lc ca cng ty bng cc chin lc thu ht ngun lc, u
t pht trin con ngi
Khng th C
thay th
Ngun lc con ngi l v hnh , mi mt t chc xy dng

c mt nt vn ha ring, n kh c th nhn din c nn
kh thay th
Nh vy ngun lc nhn s gip cng ty to ra kh nng mang li li th cnh

tranh tm thi cho MC
nh gi ngun sng kin
ng gi
N gip cng ty to ra nhng sn phm p ng khch

hng vt tri bng nhng ci tin mi m, to s khc bit sn
phm cnh tranh vi chi ph thp ca cc hng bia khc. Lin
tc ci tin v sn phm lm cho Molson Coors ngy cng p
ng a dng cho nhu cu ca khch hng, t gia tng lng
trung thnh vi khch hng ng thi gip cng ty cnh tranh
mnh me vi i th v bo v th phn ti cc th trng
Him
c nhng sng kin, nhng ci tin thnh cng c

khch hng n nhn i hi cng ty phi c mt i ng nhn
vin hiu khch hng, thng minh, sng to v c tnh yu i
vi bia. iu ny tht s l mt kh khn ln i vi cc i th
111

Lim
trong ngnh
tng v s sng to l v tn v khng c g l ging
nhau, Molson coors xy dng cho mnh kh nng ci tin lin tc
m khng i th no c th theo kp.
D
bt C
chc
V cc i th cn phi u t nhiu vo ngun lc, nghin

cu pht trin, nghin cu th trng, cc c vn ha lm vic
sng to ca con ngi trong t chc
Khng th C
thay th
y l mt ngun lc v hnh, him v kh bt chc nn

c kh thay th
y l ngun lc to ra li th cnh tranh lu di cho Molson Coors

2. Kh nng tim tng
T cc ngun lc ng gi trn, c th a ra cc kh nng tim tng cua
Molson Coors nh sau:
1, Kh nng ci tin sn phm
Kh nng ci tin l kh nng lm mi mnh, to ra s khc bit, s thay i lin tc
cung cp cc gi tr tt nht c th cho khch hng. N gip Molson Coors cnh tranh
li c vi cc i th ln trn ton cu khi m ngnh bia ang dn bo ha, sn phm
thay th a dng v gi r. Khch hng d dng chuyn sang s dng bia ca cc hng bia
khc c mc gi r hn. Hng v bia hu nh l ging nhau tt c cc sn phm, v th
yu t gi chn khch hng ngoi gi, cht lng ra th s khc bit sn phm cng l
mt yu t quan trng
D c nhiu hng bia mnh khc tn ti nhng rt him cng ty li c danh ting
nh Molson Coors. Molson coors gn hnh nh vi nhng sn phm vi s i mi,
sng to ra cc thng hiu bia tuyt vi. lm c iu ny, cng ty phi c nhng
n lc trong vic ci tin qui trnh SX, ng gi, cng ngh bia , tm c nguyn liu
u vo gi r v cht lng,.Tuy nhin, trn th trng hin nay, cc hng bia cnh
tranh ngy cng gay gt, ngi tiu dng ngy cng b thu ht vo cc yu t khc bit
hn l bia ngon v gi r, chnh v th, Molson coors u t nhiu vo cc hot ng
nghin cu v pht trin nhanh chng bt kp xu hng tiu dng v s thay i cng
112

Lim
ngh p ng nhu cu ca khch hng. Molson Coors mnh me tp trung vo vic

i mi trong nhiu nm v cung cp hn 100 triu USD li nhun gp tng cho cng
ty trong ba nm qua.( 2008, 2009, 2010)
Vi nhng cng ngh ang c c, Molson se cho ra nhng sn phm mi, da
trn hng v mch nha v alcoholic thp. Ngoi ra, hng v bia se c ch to
thm nhiu hng v mi, v c bit l, bn c th yn tm li xe v nh, khng say xn
m ly bia bn ung vn cht.
Mt trong nhng iu Molson Coors t ho v cng hin ca h cho s i mi, v
quan tm c bit n ph n l cc sn phm bia ti mt,v c hm lng calo thp.
Gim c chui cung ng ton cu ca Molosn coors cho bit : "Chng ti lun
lun c i mi, v thc s lm khc bit mnh so vi cc nh sn xut bia khc nh l
mt nh sn xut bia thc s bit lm th no i mi."
Theo nh tuyn b ca cng ty th Ch tch v Gim c iu hnh Peter Swinburn
ca Molson Coors cho bit: "Thng qua s i mi, chng ta c th to ra s hng th v
s quan tm ca ngi tiu dng n cc sn phm, xy dng thng hiu ph hp v
lng trung thnh, kt ni ngi tiu dng vi thng hiu v pht trin kinh doanh ca
cng ty . i mi, sng to l nn tng ca li th cnh tranh ca chng ti." .
2, Kh nng s hu v kim sot ngun nguyn vt liu
Trong ngnh SX bia th ngun nguyn liu u vo l rt quan trng. Kh nng ny
gip Molson Coors lun ch ng c trong vic cung cp nguyn liu cho sn xut.
Hin nay, tnh hnh sn xut la mch kh quan hn, nhng lng cung la mch vn
cn nhiu bin ng, sn lng gim do thi tit khch nghit, mt ma, kinh t bin
ng, gi c nguyn vt liu tng cao.rt c th thiu ngun cung nguyn liu nu cng
ty sx bia no khng c kh nng kim sot ngun cung u vo ny.
Mt trong nhng yu t m bo sn phm cht lng l ngun cung nguyn vt
liu phi p ng y v kp thi. Ti mi a phng m MC hot ng, cng ty lun
c nhng nh cung cp trung thnh sn sng cung ng khi c nhu cu.
113

Lim
Molson Coors l mt nh sn xut bia m 80% la mch m h s dng l do h t

trng. Nm 2008, Molson Coors lin minh vi Frontier Agriculture_ nhm cc thng
gia ng cc Anh, thnh lp Tp on Molson Coors ngi trng (MCGG), m bo
mt ngun cung cp thng xuyn v m bo cht lng hng u cho la mch. Nhm
ny khong 75 thnh vin v cung cp gn 20.000 tn la mch cho Molson Coors mt
nm.
Cng ty thit lp mi quan h lu di vi nng dn a phng bo m tnh an
ton, sn c v cht lng ngun nguyn liu cung ng. Cng ty cng tng cng hp tc
vi nh cung cp nguyn liu a phng to s bn vng trong chui cung cp.
Cng ty cn ngun nguyn vt liu cht lng cao nht vi chi ph thp nht c th.
V th, trong mua sm nguyn vt liu, Molson coors phn u kt hp nhng li th
tm ngun cung ng quy m ton cu vi s tha nhn rng vic s dng cc nh cung
cp a phng cng c th c li cho hot ng kinh doanh. Tm ngun cung ng a
phng thng hiu qu hn so vi nhp khu nguyn liu, v cng ty cng khuyn
khch cc doanh nghip trong chui cung cp ca cng ty gp phn vo vic pht trin
nn kinh t a phng ni cng ty lm vic.
MC cng qun l hiu qu vic sn xut v ch to, ti ch bao b cho cc v lon
nhm v chai thy tinh, hp tc c quyn vi cc cng ty thit k bao b v in nhn chai
nh Inland Label & Marketing Services, LCR / Hallcrest m bo cc bao b sn phm
ca mnh lun c o v duy nht.
3, Kh nng t chc mang li phn phi hiu qu
Nh c mt ngun ti chnh vng mnh, Molson Coors cng xy dng c cho
mnh mt h thng mng li phn phi rng khp ti cc th trng m n hot ng.
Bia l mt mt hng tiu dng thit yu, v vy, mng li phn phi cng rng ri, sn
phm se n tay ngi tiu dng nhanh chng v thun tin. S c mt sn phm
nhng knh phn phi ph bin nh siu th, nh hng, qun bargip Molson Coors
a tn tui, thng hiu ca mnh n khch hng d dng hn. Ngoi ra, nhanh
chng thm nhp vo mt th trng ln, MC cn tin hnh mua li hay kim sot, lin
114

Lim
doanh vi mt s cng ty bia a phng tn dng c mng li phn phi ca h

va tit kim chi ph va tm hiu c th hiu ca khch hng.
Sn phm Coors Light hin c sn trong khong 25 quc gia, bao gm Mexico ,
Panama , Ireland , v Trung Quc .
Molson Coors ang tip th trn 65 nhn hiu bia ti 40 quc gia trn khp th gii.
H qung co thng hiu khc nhau ca mnh thng qua nhiu cch khc nhau nh
phng tin truyn thng in n, a phng tin, chng trnh, v cc chin dch cng nh
ti tr th thao trong cc th trng Anh, Canada tng doanh s bn ca cc sn phm.
3. Nng lc ct li
TIU
nh gi cc kh nng
CHUN
Kh nng ci tin sn phm

V n gip cng ty gy dng c danh ting v cht
lng v s i mi m n cam kt vi khch hng, gip cng ty
cnh tranh li c vi cc sn phm bia a dng trn th trng,
thu ht cc khch hng t cc i th vi cc sn phm c bit
1. ng gi
ca mnh.
Tit kim c chi ph do nghin cu v tip cn c cc
cng ngh mi, To ra cho ngi tiu dng cm gic thch th v
mi l trong khi tiu dng sn phm v to ra s ph hp hng v
gia cc vng min, p ng nhu cu thay i ca khch hng
2. Him
D c nhiu hng bia mnh khc tn ti nhng rt him cng

ty li c kh nng thit k sn phm c o, a dng, lin tc i
mi v cp nhp nhng xu hng ung bia ca th gii nh
Molson Coors. Molson coors gn hnh nh vi nhng sn phm
vi s i mi, sng to ra cc thng hiu bia tuyt vi. c
c kh nng ny, cng ty phi u t vo t hp nhiu hot
ng marketing, nh v, qung b hnh nh, nghin cu pht trin,
cc hot ng phi li nhun, vn ha cng ty, chin lc nhn
115

Lim
s
Vic thit k cc sn phm c o, bao b, chai nhn lun
c Molson coors cam kt vi cc i tc mt cch c quyn
trnh sao chp.
3. D bt
chc
Sn phm c o, phc v cho tng nhu cu ring bit, tng

C
khu v ca cc vng min khc nhau, kt hp qung co nh v

thng hiu se gip cho khch hng ghi nh sn phm ca cng ty.
Vic bt chc hay thc thi li nhng bc i ca cng ty kh
thc hi n v i th cnh tranh khng th to ra nhng nt mang
bn sc ring v du n ca thng hi u.
Molson Coors khng bao gi ngng hc hi t nhng ngi
4.
Khng
th thay th
ung bia trn th gii v s hi lng h lun lun se l ng lc

C
ln nht ng sau s i mi ca cng ty. Kh nng ci tin sn

phm c tch hp t cc ngun lc v hnh nh ngun nhn s
v ngun sng kin.n kh nhn din v thay th
y l Kh nng tao ra li th canh tranh bn vng i
5. Kt lun
vi Molson coors
Kh nng s hu v kim sot ngun nguyn vt liu

Kh nng ny gip MC kim sot tt ngun nguyn vt liu
u vo gip tit kim chi ph, cung cp nhng sn phm c cht
lng tt vi mc gi phi chng, ct gim c hao ht ng k
1. ng gi
trong qu trnh dch chuyn sn phm n tay ngi tiu dng cui
cngng thi gip MC duy tr cht lng sn phm tt, gim
ri ro v s bin ng nhu cu( s thiu ht) v m bo tiu
chun v mi trng
2. Him
Rt t cc i th c th c c kh nng s hu v kim
sot c chui cung ng nguyn vt liu cht che bi vic thit
lp v duy tr cc mi quan h vi cc nh cung cp phi da trn
danh ting, uy tn v trch nhim cao tri qua hn 200 nm hnh
thnh, MC c sp nhp t 2 cng ty bia Hoa K v Canada,
116

Lim
n tn dng c ngun lc t c hai bn em li li ch ti a

trong vic kim sot ngun cung u vo cht lng v trnh c
tnh trng khan him ngun nguyn vt liu
i vi cc cng ty trong ngnh bia, cc nguyn liu u vo
l mt phn quan trng trong chui gi tr m h cung cp cho
khch hng, nu qun l tt khu ny, sn phm se to ra nhiu gi
3. D bt
chc
Khng
tr cho khch hng vi cht lng tt nht v chi ph thp nht,

chnh l mc tiu hng u m hu nh cc cng ty trong ngnh
lun phn u t c, tt nhin cc i th ln ton cu u c
kh nng xy dng lu bn vi cc i tc , cc nh cung ng
c th s hu v kim sot c chui cung ng hiu qu
Nguyn vt liu cung cp cho sn xut l t nhiu ngun,
nhiu khu vc.Cc cng ty trong ngnh lun n lc lm vic
4.
Khng
th thay th
Khng
hiu qu vi cc nh cung cp c c ngun u vo cht

lng t nhiu gii php nh t m cc trang tri la mch, mua
t cc nng dn a phng, t cc nh cung cp.nn kh nng
ny d b thay th
5. Kt lun
Kh nng ny tao ra li th canh tranh tam thi

Kh nng t chc mang li phn phi hiu qu
1. ng gi
y l kh nng ng gi vi cng ty bi v nh c h thng

cc ca hng c phn phi rng ri, cc i l bn bun, bn
l.th MC mi c th a c sn phm ca mnh ti ngi
tiu dng cui cng mt cch nhanh chng v kp thi
Gip thc y qu trnh thm nhp vo th trng mi se d
dng hn. ng thi, vic c c mt h thng phn phi hiu
qu se gip MC tip xc nhanh v c iu ki n tm hiu nhng
sn phm mi.
Gip khch hng d dng phn nh gi tr cm nh n vi
cng ty v nhng mong mun thay i hay xut thng qua i
ng bn hng v c bit gip h tr kim sot cc khch hng
tui theo quy nh c php s dng bia ru, hn ch tnh trng
117

Lim
ung bia ru tri php lut..

Hu ht cc i th trong ngnh u s hu mng li phn
2.Him
Khng phi rng ri v hot ng hiu qu nn y khng phi l mt kh

nng him c.
3. D bt
chc
4.
Khng
th thay th
y l kh nng m hu ht cc cng ty trong ngnh u c

Khng th c c nu h s hu c ngun lc ti chnh vng mnh c
th m rng quy m v h thng phn phi rng khp.
C nhiu cch thc phn phi cng nh cc knh phn phi a
Khng sn phm ti tay ngi tiu dng v vy n d b thay th bi kh
nng tng t
5. Kt lun
Kh nng ny tao li th canh tranh bnh ng
Bng vic phn tch cc li th cnh tranh bn vng da trn 4 tiu ch: ng gi,
him, khng th thay th v kh bt chc, nhm cng ty nhn thy rng nng lc ct
li to nn li th cnh tranh bn vng ca cng ty chnh l: Kh nng ci tin sn
phm
Li th to s khc bit thng qua vic tp trung vo cht lng, i mi v sng
to cc thng hiu ph hp vi ngi tiu dng_ y cng l mt phn s mnh cng
ty tuyn b ra bn ngoi
118

Chiến lược công ty bia Molson Coors

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chiến lược công ty bia Molson Coors

Uploaded by

Copyright:

Available Formats

TRNG I HC KINH T NNG

Khoa Qun Tr Kinh Doanh

NHM: MOLSON COORS

PHM MINH TRANG

NGUYN NGC KHOA

Nng, thng 12/ 2012

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

I. CHIN LC PHT TRIN CNG TY.....................................................................57

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

PHN TCH S MNH V VIN CNH

Molson Coors Brewing Company, l sn phm ca vic sp nhp 2 cng ty l

Lch s hnh thnh

Molson Coors Brewing Company

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

Mc d hp nht nm 2005 c coi l mt "sp nhp " Molson Coors vn duy

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

vo thng 2 nm 2005. Sau l vo nm 2007 tip tc m mt nh my bia mi ti

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

Denver, CO, USA

b. Lanh ao chu cht:

Peter Swinburn, ( Ch tch v Gim c iu hnh )

Ch tch Molson quc t

Gim c Chin lc & Pht trin kinh doanh

Tng Gim c, chu M La tinh v Caribbean

Tng Gim c, Chu

Trng phng tip th

Tng Gim c, Chu u

Gim c chui cung ng Cn b

c. Nhn vin: 19.000 ( nm 2010)

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

f. Lnh vc kinh doanh v cc thng hiu sn phm ton cu

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

QU TRNH PHT TRIN CA MOLSON COORS

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

Ngy 2 thng 2 nm 2011, cng ty mua Nh my bia ca Sharp ti Cornwall, Anh

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

MillerCoors cng t ra mc tiu y thch thc. n nm 2015, h t ra

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

nhim i vi cng ng, vi mi trng, lun n lc tr thnh mt cng ty hot ng

Bn gc: We will become a top-tier global brewer

Gi tr ct li: Tnh chnh trc, s tn trng v trch nhim

We believe integrity, respect and accountability have to be a part of everything we

Tinh chinh trc : Hy lm nhng iu ng vi le phi

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh

S tn trng: Tn trng nhng hnh vi o c cao nht trong cng ty,

trong tt c cc giao dch kinh doanh ca mnh,

o c kinh doanh nh hnh vn ha ca Molson coors. Cng ty lun cao

Qun tr chin lc (QTCL3_1)

GVHD: TS. Nguyn Thanh