Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Li m u.
Trong nn kinh t th trng, cc c s sn xut kinh doanh phi t hch ton, phi bit trang tri doanh thu v chi ph sao cho vic kinh doanh ca doanh nghip t kt qu cao nht mi c th tn ti v pht trin c trong s cnh tranh ngy cng gay go ny. Trong xu th cnh tranh ngy cng gay gt , th trng l vn v cng quan trng i vi cc doanh nghip sn xut. thng qua th trng sn phm c tiu th th lao ng b ra trong qu trnh sn xut mi c tha nhn v doanh nghip mi thc hin c chc nng x hi ca mnh. Trong xu th hi nhp ngy nay nht l trong qu trnh hi nhp AFTA ang dn tin n gn, vn th trng li cng tr nn nng bng hn i vi cc doanh nghip sn xut, i hi doanh nghip phi gi vng c th trng tip cn th trng mi, nng cao nng lc cnh tranh trn th trng trc cc i th khc mi c th tn ti c. lm c iu i hi doanh nghip phi lun theo st th trng, khng ngng tm hiu nghin cu th trng, thu thp thng tin, quan st v tm hiu i th. Xut pht t thc t nu trn, trong thi gian thc tp ti cng ty S Bnh Dng, ti chn ti: Mt s gii php nhm m rng th trng tiu th ca cng ty S Bnh Dng. Mc ch ca ti l phn tch, tm hiu, nh gi hin trng th trng tiu th mt hng s v sinh ca cng ty, t tm ra mt s gii php nhm gi n nh th trng v m rng th trng cho cng ty trong thi gian n. Trong qu trnh thc tp v thc hin ti ny ti nhn c s gip rt nhit tnh ca thy hng dn cng nh cc cn b cng nhn vin trong cng ty. Qua y ti xin gi li cm n n thy hng dn v cc anh ch gip em hon thnh ti ny. Mt ln na xin cm n

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Phn I :C s khoa hc.

I. 1. Khi nim, vai tr v chc nng ca th trng. Khi nim v th trng. Th trng xut hin ng thi vi s ra i v pht trin ca nn sn xut hng ho, v c hnh thnh trong lnh vc lu thng. Ngi c hng ho em ra trao i c gi l bn bn. Ngi c nhu cu cha tho mn v c kh nng thanh ton c gi l bn mua. Qu trnh trao i gia bn bn v bn mua hnh thnh nhng mi quan h nht nh, l, mi quan h gia ngi bn v ngi mua. Hot ng trao i ch xy ra hi n tho mn 5 iu kin sau: t nht phi c hai bn. Mi bn phi c t nht mt th g c th c gi tr i vi bn kia. Mi bn iu c kh nng giao dch v chuyn giao hng ho ca mnh. Mi bn iu c quyn t do chp nhn hay khc t ngh ca bn kia. Mi bn iu tin chc l mnh nn hay mun giao dch vi bn kia. Tuy nhin vic trao i ch tc s din ra khi c hai bn c th tho thun c vi nhau, c ngha l c hai bn cng c li hn lc trc khi trao i cha xy ra. Nh vy, iu quan tm nht ca cc doanh nghip l tm ra ni trao i, tm ra nhu cu v kh nng thanh ton nhng sn phm, dch v m mnh d nh cung ng. Cn i vi ngi tiu dng, h li quan tm dn vic so snh nhu nhng sn phm, dch v m nh sn xut cung ng c tho mn ng yu cu v thch hp vi kh nng thanh ton ca h n u. Tm li: th trng bao gm tt c nhng khch hng tim n cng c nhu cu trao i hay mong mun c th sn sng v c kh nng tham gia trao i tho mn nhu cu hay mong mun ca h.

2.

Vai tr ca th trng.

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

i vi sn xut hng ho: th trng l khu tt yu ca sn xut hng ho

, l chic cu ni gia sn xut vi tiu dng. ng thi n l khu quan trng nht ca ti sn xut hng ho, th trng cn l ni kim nghim chi ph sn xut, chi ph lu thng v thc hin yu cu ca quy lut tit kim lao ng x hi. i vi kinh doanh: trong th trng cnh tranh mi doanh nghip khng th lm thay i th trng m ngc li h phi tip cn thch ng vi th trng. Vy th trng l s s cc doanh ngip nhn bit c nhu cu x hi v nh gi hiu qu kinh doanh ca mnh. Trong qun l kinh t th trng ng vai tr v cng trng, n gip nh nc hoch nh cc chnh sch iu tit v m i vi nn kinh t v vi m i vi doanh nghip. 3. Chc nng ca th trng. Chc nng tha nhn: khi hot ng mua bn din ra, tc l c th

trng tha nhn. Th trng tha nhn tng sn lng hng ho a ra th trng thng qua cung cu, tha nhn gi tr s dng ca hng ho. ng thi thng qua cc quy lut kinh t th trng cn thc hin kim tra, kim nghim qu trnh ti sn xut, qu trnh mua bn. Chc nng thc hin : th trng thc hin hnh vi mua bn trao i hng ho, tc l thc hin cn bng cung cu tng th hng ho, thc hin gi tr v thc hin vic trao i gi tr. Chc nng iu tit kch thch thc hin ch: + Thng qua nhu cu th trng m cc ngun lc sn xut nh: vn, lao ng, t liu sn xut di chuyn t ngnh ny sang ngnh khc, t sn phm ny sang sn phm khc c li nhun cao o hn. + Thng qua cc hot ng ca cc quy lut kinh t th trng, ngi sn xut mun to c li th trn th trng phi tn dng ti a li th cnh tranh ca mnh tit kim chi ph lao ng, gim gi thnh. Chc nng thng tin: th trng thng tin v tng quan nhu cu , quan h cung cu i vi tng loi hng ho, gi c th trng, cht lng sn phm,cc yu t khc v hng vn ng ca cc loi hng ho.
SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

II. 1. a.

Phn loi th trng v phn on th trng. Phn loi th trng. Cn c vo mc x hi ho ca th trng Da theo cn c ny ngi ta chia ra th trng a phng, th trng ton quc, th trng quc t Mc sng khc nhau ca ngi tiu dng v i kin kinh doanh khc nhau ca cc doanh nghip khin cho cung cu v gi c i vi mt mt hng c th cng khc nhau. i vi cc doanh nghip tham gia th trng quc t, vic nghin cu k lut php v thng l quc t trong bun bn c ngha rt quan trng. Do qu trnh quc t ho ngy nay, th trng th gii c nh hng nhanh chng v vi mc khc nhau ngy cng nhiu n th trng trong nc.

b.

Cn c vo mt hng mua bn. C th chia th trng thnh nhiu loi khc nhau: th trng kim loi, th

trng nng sn thc phm, th trng c ph, th trng tin t Do tnh cht v gi tr ca tng mt hng, nhm hng khc nhau, c th trng chu s tc ng ca cc nhn t nh hng vi cc mc khc nhau. s khc nhau ny i khi chi phi c phng thc mua bn, vn chuyn, thanh ton c. Cn c vo phng thc hnh thnh gi c th trng. Th trng c phn chia thnh : th trng c quyn gi c v cc mi quan h kinh t khc do cc nh c quyn p t, thng l nhng ngi c tn hoc lin minh c quyn. Nu trn th trng c nhiu ngi mua , nhiu ngi bn v th lc ca h ngang nhau th s to ra th trng cnh thanh. loi th trng ny gi c v cc mi quan h kinh t hnh thng qua s cnh tranh nn n tng i n nh. d. Cn c theo kh nng tiu th hng ho. Theo kh nng tiu th hng ho ngi ta chia ra th trng thc t- th trng tim nng ( th trng hin ti- th trng tng lai). Ngoi ra ngi ta cn phn chia theo th trng cc nc : th trng cc nc ang pht trin, th trng cc nc pht trin hay phn chia theo tng mc tiu th ca tng a phng. e. Cn c vo t trng hng ho.

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

C hai loi l th trng chnh v th trng ph. Trn th trng chnh th s lng hng ho bn ra chim tuyt i a s so vi tng khi lng hng ho a ra tiu th. y tp trung nhiu nh kinh doanh ln v s lng ngi mua ng, cc mi quan h kinh t v gi c tng i n nh, cc iu kin dch v cng thun tin nhiu hn so vi th trng ph. 2. a. Phn on th trng. Khi nim. Phn on th trng cn gi l phn khc th trng hoc ct lt th trng. Phn on th trng l tin hnh phn chia th trng thnh nhng b phn ngi tiu dng theo mt s tiu chun no , trn c s nhng nhng quan im khc bit v nhu cu, v d nh phn theo la tui, gii tnh, mc thu nhp on th trng( khc th trng) l mt nhm ngi tiu dng c phn ng nh nhau i vi cng mt tp hp nhng kch thch ca marketing. y l nhm ln c th nhn bit . Nhm nh th trng l nhm nh hp hn v c th tm kim mt s nhng li ch c bit. b. Vai tr ca vic phn on th trng. Doanh nghip cn phn khc th trng v cng vic phn khc th trng i

hi doanh nghip phi tm hiu th trng ca mnh mt cch k cng hn. C nh vy doanh nghip mi c th chia khch hn theo tng nhm, nhng nhm khch hng c cch ng x nh nhau khi tip cn chi cn mt gii php marketing. Ngoi ra, trong qu trnh phn khc th trng cn i hi doanh nghip phi hiu ng c ca s la chn v yu t a chung ca khch hng trn th trng, thng qua pht hin ra c s u th cnh tranh. Phn khc th trng gip cho cc doanh nghip nhn thy c hi trn th trng thng qua cng vic phn tch nhu cu ca tng nhm khch hng. T c th a ra nhng sn phm cng loi nhng vi nhiu cng dng khc nhau, bao b khc nhau, gi thnh khc nhau phc v cho nhng nhu cu khc nhau ca nhng i tng khc nhau.

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Phn khc th trng cn l c s tin xy dng chin lc th trng

ca doanh nghip. Nu doanh nghip lm tt cng vic phn khc th trng, qua xc nh cho mnh mt phn khc th trng thch hp, s dn n thnh cng v chin lc th trng ca doanh nghip da trn c s nng lc v li th thc s ca doanh nghip ph hp vi nhu cu ca th trng. Ngc li, nu doanh nghip chn sai th trng, th chin lc trn l thuyt c hay c no cng kh m c th thc hin thnh cng. bi v c th doanh nghip chn mt th trng qu ln so vi kh nng ca mnh, hoc mt th trng m yu cu bc xc nht, quyt nh nht ca khch hng th doanh nghip li khng c kh nng p ng tt hn so vi i th khc. Phn khc th trng cn l c s doanh nghip nhn nh, nh gi th trng, n gip cho doanh nghip theo di din bin th trng, phn on nhng thay i trn th trng trong tng lai nhm n u nhu cu th trng. Ngoi ra vic phn khc th trng gip cho cc doanh nghip hng ti vic chuyn mn ho v tp trung cc k hoch marketing, gip doanh nghip s dng hiu qu ngun lc v kh nng hn ch ca mnh. chin lc ny c th gip cho cc doanh nghip va v nh c th cnh tranh c vi cc doanh nghip ln. c. C s phn khc th trng. phn khc th trng ngi ta s dng nhng bin khc nhau, nhng bin ny thuc hai nhm ln: Nhm nghin cu c gng hnh thnh cc khc th trng bng cch xem xt nhng c im ca ngi tiu dng , sau h nghin cu nhng nhm khch hng ny c nhu cu hay phn ng vi nhng sn phm khc nhau nh th no? Nhm nghin cu c gng hnh thnh cc khc th trng bng cachs xem xt phn ng ca ngi tiu dng i vi nhng li ch tm kim, nhng dp s dng hay nhn hiu s dng. Sau khi hnh thnh cac khc th trng , ngi nghin cu xem xt nhng c im khc nhau ca ngi tiu dng c gng lin vi tng khc th trng theo phn ng ca ngi tiu dng hay khng. Nhng bin s dng phn khc th trng.

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Tiu thc a l: y l nhm nhng c im ng nht v a l, kinh t

ca mt thnh ph, khu vc, ca m nc thm ch ca c khu vc cc nc. Doanh nghip c th quyt nh hot ng trong mt hay nhiu khu vc a l hoc tt c cc khu vc m mnh c th phc v tt. Phn on theo tieu thc ny nhm nhn mnh tnh khc bit v a l gia cc vng, m khi phn on ngi ta tm thy nhng li th chung, nhng l hng nhu cu cn c tho mn. Cc yu t c xem xt trong tiu thc ny gm: h thng giao thng vn ti ca khu vc , kh hu , trnh pht trin ca khu vc a l . Hay nhng li th c trng ca khu vc, s thng thong ca h thng lut php s to iu kiint hun li g cho doanh nghip trong hot ng kinh doanh cu mnh. c im nhn khu hc: y l c s ph bin nht phn bit cc nhm khch hng , l do nhng mong mun, s thch v mc s dng ca ngi tiu dng thng gn b cht ch vi cc bin nhn khu hc. l nhng bin nh tui tc, gii tnh, quy m gia nh, chu k sng ca gia nh, thu nhp + Dn c v mt dn c: s lng v mt dn c ca tng khu vc nh hng n vic phn on th trng ca cc doanh nghip. Cc doanh nghip thng la chn nhng khu vc ng dn c thc hin cc k hoch marketing tp trung. Ngoi ra bin ny cn phn nh ca nhng khc bit trong thu nhp, vn ho v cc gi tr x hi v nhng yu t khc . + Tui tc, gii tnh: gii tnh cng c coi l tiu thc quan trng , bi v mi gii tnh phn nh nhng nhu cu tiu dng khc nhau v nhu cu ny rt a dng nht l trong lnh vc thi trang, n ung, thm mv nhng mong mun v kh nng ca ngi tiu dng cng thay i theo tui tc. Da vo m doanh nghip c th phn on thnh nhng khc th trng tr nh, v thnh nin hay nhng ngi ln tui. +Trnh hc vn, ngh nghip v thu nhp: ba yu t ny tc ng n vic mua hng ca ngi tiu dng, thc t cho thy nhng ngi c trnh hc vn thp thng dnh t thi gian cho vic mua sm v h cng chng quan tm g n

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

thng tin mua sm so vi nhng ngi c trnh . Ngnh ngh kinh doanh hc nhau th nhu cu tiu dng khc nhau v n cng b nh hng bi thu nhp. + Chu k sng ca gia nh v quy m ca gia nh: loi tiu thc ny c cc nh kinh doanh trong lnh vc dch v khch sn , ci hi v xy dng nh quan tm nht. Theo yu t tm l: cn c vo cc tng lp x hi, li sng hay nhn cch ngi mua c chia thnh nhng nhm khc nhau, nhng ngi trong cng mt nhm c th c nhng c im tm l rt khc nhau, v phn ng khc nhau trc mt sn phm hay dch v .

Theo hnh vi ca ngi tiu dng: ngi mua c phn chia thnh nhiu

nhm da vo trnh hiu bit, cch s dng v phn ng i vi sn phm. Nhm ny c phn chia da theo l do mua hng ca ngi tiu dng, li ch m h cm nhn c i vi sn phm hay dch v cu doanh nghip, hay tnh trng ngi s dng v mc sn sng v lng trung thnh ca ngi tiu dng.

3.

La chn th trng. Vic phn khc th trng to c hi cho cc doanh nghip trong vic quyt

nh nn chn khc th trng no v chn bao nhiu khc th trng. Sau doanh nghip tin hnh nh gi cc khc th trng . Da vo kt qu phn tch v nh gi tim nng ca khc th trng m doanh nghip quyt nh la chn mt hoc nhiu khc th trng c trin vng v thun li nht cho doanh nghip. C nm cch la chn th trng mc tiu nh sau: Tp trung vo mt khc th trng: doanh nghip tp trung mi kh nng v ngun lc vo vic phc v hn ch ch mt phn khc th trng duy nht, thng qua marketing tp trung cng ty s ginh c mt v tr vng chc trong khc th trng , chnh l nh cng ty hiu bit r nhu cu ca khc th trng v cng ty s tit kim c chi ph hot ng nh chuyn mn ho, phn phi v khuyn mi. Nu doanh nghip ginh c v tr dn u trong khc th trng ny th n t c t sut li nhun trn vn u t cao.

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Tuy nhin , vic marketing tp trung cng gng lin vi nhiu ri ro ln. l khc th trng c th tr nn xu i, hoc do khch hng khng cn thch tiu th sn phm na hay c mt i th cnh tranh no xm nhp vo khc th trng ny. Chuyn mn ho c chn lc: cng ty la chn mt s khc th trng, mi khc th trng iu c mc hp dn khch quan v ph hp vi nhng mc tiu v ngun ti nguyn ca cng ty. C th cc khc th trng khng ging nhau nhng n ha hn s l ngun sinh li cho cng ty. Chin lc ny lm a dng ho ri ro ca cng ty, nu mt khc th trng no tr nn khng hp dn na th doanh nghip c th tm kim nhng khc th trng khc thay th. Chuyn mn ho sn phm: l vic tp trung vo sn xut mt loi sn phm duy nht c th phc v cho nhiu phn khc th trng khc nhau. Chin lc ny s to dng c danh ting cho cng ty trong lnh vc sn phm . Chuyn mn ho th trng: cng ty tp trung phc v nhiu nhu cu ca mt nhm khch hng c th. Cng ty tp trung chuyn mn ho vo vic phc v nhm khch hng ny v tr thnh ni cung cp chnh nhng sn phm mi m nhm khch hng ny c th cn. Chin lc nay rt nhiu ri ro, v khch hng c th khng cn thch hay tiu dng sn phm thay th khc . Phc v ton b th trng: doanh nghip ch trng c gng thm nhp ton b th trng, phc v cho mi nhm khch hng khc nhau vi nhi chng loi sn phm khc nhau theo yu cu ca h. Chin lc ny ch c nhng cng ty ln mi c kh nng v ch nhng cng ty ny c th phc v th trng thng qua marketing khng phn bit hoc marketing phn bit. Hu ht cc doanh nghip khi s bng vic thm nhp vo th trng mi bng cch phc v mt khc th trng duy nht, nu thnh cng h s m rng thm vo cc khc th trng khc ri tri ra cho ti khi ng hin ton b th trng. III. 1. Nghin cu th trng. Khi nim.

SVTH: TRN TH THU THO

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Nghin cu th trng l qu trnh thu thp, iu tra,tng hp s liu thng tin v cc yu t cu thnh th trng, tm hiu qui lut vn ng v nhng nhn t nh hng n th trng mt thi im hoc mt thi gian nht nh trong lnh vc lu thng t x l cc thng tin, t rt ra nhng kt lun v hnh thnh nhng quyt nh ng n cho vic xy dng chin lc kinh doanh. Nghin cu th trng l cng vic ht sc phc tp bi v cc thng tin v cc nhn t nh hng n th trng u c mi quan h gn b cht ch vi nhau. Chng hn khi tm hiu c im ca hng ho th khng th b qua mi quan h vi ngi mua, thi gian mua, v phng thc thanh ton 2. a. ngha v mc tiu ca nghin cu th trng. ngha. Nghin cu th trng nhm gii p cc vn : u l th trng c trin vng nht i vi sn phm ca doanh nghip Kh nng bn sn phm ca x nghip trn th trng l bao nhiu. Cn c nhng bin php ci tin nh th no v qui cch, mu m, cht Mc tiu nghin cu. Nghin cu c im hng ho. Ni dung cc mc tiu ny bao gm vic nghin cu cng dng, phm cht, bao b ,nhn hiu v kh nng cnh tranh ca hng ho. Trc khi quyt nh tham gia vo th trng mt loi hng ho no , nh sn xut cn phi bit ngi mua dng mn hng vo vic g, cht lng ra sao. Nu khng bit c iu , nh kinh doanh s b thua thit, hng s tn ng v vn s khng th quay vng c. c bit i vi hng sn xut xut khu th vn ch tn i vi cht lng sn phm phi c quan tm c bit, nu khng s dn n s mt tn nhim v s rt kh ly li ch tn trn thng trng. V cng dng ca hng ho khc nhau nn mc chu nh hng tc ng ca th trng n chng cng khng ging nhau. Chng hn khi c bin i v chnh tr x hi th th trng vng bin i nhanh hn th trng t liu sn xut.
SVTH: TRN TH THU THO

hay lnh vc no ph hp nht i vi nhng hot ng ca doanh nghip. b.

lng , bao b, m k hiu , qung co nh th no cho ph hp.

10

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Ngoi ra do khoa hc k thut ngy cng tin b m cng dng ca hng ho ngy cng a dng nn nhu cu ngy cng tng v vy cc daonh nghip nn tnh ton chun b lc lng n ng thi c. Bn cnh cng dng v phm cht hng ho, nh kinh doanh cn phi lu tm n hnh thc bao b v nhn hiu hng ho. Trong c ch quan liu bao cp cc doanh nghip nh nc t quan tm n vn ny, nn hng ho t c a chung. Nhng hng ha c uy tn trn th trng, hay nhng nhn hiu c ngi tiu dng sng bi v la chn, u d b cc t nhn lm hng gi hoc gi nhn hiu nhm kim li. trnh tnh trng , cc doanh nghip phi ng k v gi bn quyn v sn phm hay dch v ca mnh trn th trng, ng thi nh sn xut c quyn khiu ni, i bi thng thit ha do k lm hng gi gy ra . Nghin cu v s lng sn phm. Nm bt c mt s lng hng ha tung ra trn th trng l thnh cng ln i vi cc doanh nghip sn xut. trn c s , nh sn xut khai thc ti a kh nng tiu th sn phm ngi tiu dng v xy dng chin lc sn phm hp l. Vic nghin cu lng hng ho trn th trng bao gm vic xc nh khi lng hng ho c th tiu th c, s bin ng hng ho trn th trng, v s phn phi khi lng hng ho ca doanh nghip trn cc khu vc khc nhau ca th trng. Vic xc nh s lng sn phm tung ra trn th trng c tnh nh sau: S lng hng trn th trng = s lng sn xut + s lng nhp khu - s lng xut khu. Khi nghin cu lng hng ho trn th trng, cn ch tm hiu mc cung cu thng qua phn x ca ngi tiu dng i vi vic thay i gi c ng thi phi nm vng c im kinh t, x hi, tm l ca ngi tiu dng kp thi iu chnh lng cung cu thch hp cho tng mt hng, tng i tng tiu dng Vic phn loi ngi tiu dng thnh nhiu nhm c thu nhp khc nhau to iu kin d dng cho vic xc nh s cu mi nhm, ng thi tin hnh phn ho gi c sao cho ph hp vi tng nhm ngi tiu dng.
SVTH: TRN TH THU THO

11

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Nghin cu v phng thc bn hng. Phng thc bn hng l vic trao i, chuyn giao quyn s hu hng ho t

ngi bn sang ngi mua. Cng vi vic trao i mua bn hng ho, nhiu hnh thc giao dch mua bn ngy cng tr nn phong ph. Sau y l mt s phng thc bn hng. Bn hng trc tip: c im ca phng thc ny l vic mua bn xy tra mi ni mi lc. Hng ho c bn trc tip t ngi bn sang ngi mua , hnh vi mua v hnh vi bn tch ri nhau. Phng thc ny thng gp di hnh thc bn l. Bn hng qua trung gian: vic mua bn khng din ra trc tip gia ngi mua v ngi bn m phi qua ngi th ba. Ngi trung gian ny c quyn nhn phn hoa hng ngi bn hoc ngi mua c khi c nhn ca c hai bn. Trong phng thc ny chng ta thng gp nhng gp l cc hnh thc i l: i l u thc, i l hoa hng, i l k gi. Ngoi ra cn c hnh thc mi gii, l ngi to iu kin cho vic mua bn ca ngi mua v ngi bn din ra thun li. Bn hng bng phng php i lu: c im ca phng thc ny l ngi mua ng thi cng l ngi bn. Hnh vi mua bn gn lin nhau cng mt lc. Phng tin thanh ton khng dng tin m l dng hng ho trao i, gi tr s dng c ly lm mc ch trao i. Ngoi nhng hnh thc trn, c bit trong quan h giao dch quc t ngi ta cn s dng nhiu phng thc mua bn khc nh: phng thc ti xut, phng thc u gi, phng thc u thu, phng thc bun bn s giao dch, Nghin cu ngh thut qung co Qung co va l khoa hc va l ngh thut m cc cng ty, x nghip s dng nhm gii thiu sn phm ca mnh vi ngi tiu dng trn th trng thng qua nhng phng tin thng tin i chng nh bo ch, i pht thanh, truyn hnh, phim nh, p phch Qung co l cng c quang trng, n c tc dng lm cho hng ho bn c nhiu hn, nhanh hn. Thng qua qung co nh kinh doanh hiu c nhu cu th
SVTH: TRN TH THU THO

12

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

trng v s phn ng ca th trng t c nhng thay i cho ph hp. y l cng c h tr c lc cho doanh nghip trong vic cnht tranh vi cc i th ca mnh. Sn xut hng ho ngy cng pht trin, nhu cu tiu dng ngy cng a dng, phc tp, th vic qung co li tr nn cn thit hn bao gi. Chc nng ca qung co l cung cp thng tin v kch thch tiu dng. Ni dung ca qung co phi phn nh c c im ca sn phm, li ch ca sn phm, sc quyn r ca sn phm i vi ngi s dng. Mc ch ca qung co l gy s ch c bit, n tng su sc trong khch hng v loi sn phm , qua to cho khch hng s ham mun v c hnh ng sn sng mua sn phm . 3. a. Ni dung nghin cu th trng. Nghin cu khi qut th trng. Qui m c cu v s vn ng ca th trng. Quy m th trng: vic xc nh quy m th trng rt c ch cho cc

doanh nghiip khi d on tham gia vo mt th trng mi, tu theo tng trng hp c th nh gi quy m th trng bng cc n v khc nhau nh: s lng ngi tiu th, khi lng hng ho tiu th, doanh s bn thc t, th phn x nghip c th cung ng. C cu th trng: vic nghin cu c c th trng cho php doanh nghip hiu r cc b phn cu thnh ch yu th trng. Trn c s , doanh nghip a ra nhng quyt nh marketing hiu qu nht. C cu th trng th hin di cc phng din sau: c cu a l, c cu hng ho, c cu s dng. S vn ng ca th trng: xc lp cc chnh sch trong tng lai, doanh nghip cn phi phn tch s vn ng ca th trng theo thi gian c v quy m ln c cu th trng.

vng -

Cc nhn t ca mi trng kinh doanh. Mi trng dn c: s dn, c cu dn s theo tui, theo ngnh ngh, theo Mi trng kinh t: thu nhp, li sut, tch lu, tc tng trng kinh t,

tiu dng, gi c
SVTH: TRN TH THU THO

13

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Mi trng vn ho x hi: t l dn c theo trnh vn ho, phong tc Mi trng php l: doanh nghip phi nm r cc quy phm php lut v Mi trng cng ngh: trnh php trin khoa hc k thut: my mc

tp qun, phong cch sng, hot ng trong phm vi . thit b hin i, cng ngh thng tin. b. Nghin cu chi tit th trng. Nghin cu tp tnh hin thc v thi quen tiu dng: Tp tnh hin thc ca ngi tiu dng l nhng hnh ng m con ngi thc hin nh nhng thi quen tiu dng, mua hng v thng tin. nghin cu tp tnh thc hin v thi quen tiu dng cn phi tr li nhng cu hi sau: Ai tiu dng? Cc doanh nghip cn phi bit s lng hay t l , hoc cc c im ca ngi s dng sn phm ca mnh, cn nm r sn phm c bn nh th no cho ngi tiu dng cc la tui khc nhau, tng lp x hi khc nhau hoc cc vng khc nhau m phn bit l ngi tiu dng thng xuyn hay nht thi. Ngi ta tiu dng ci g? Ngi ta tiu dng bao nhiu? Ngi ta tiu dng u, khi no v nh th no? Ai quyt nh mua: trong thc t , ngi mua khng nht thit phi l ngi s dng. ngi mua khng phi l ngi quyt nh duy nht th hin trong vic mua hng cng nghip c gi tr hay vi khi lng ln. Ngi mua u? Xc nh a im m ngi tiu dng c thi quen mua hng l iu kin quan trng cng ty nh hng c chnh sch phn phi ng n. Ngi mua khi no? Ngi ta mua nh th no? Ngi ta thu thp thng tin u, v nh th no?

Nghin cu c tnh tm l ca ngi tiu dng:

SVTH: TRN TH THU THO

14

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Cc yu t tm l c nh hng c bit quan trng n s nh gi , la chn v quyt nh mua ca cc c nhn. vic nghin cu c tnh tm l bao gm: ng c: khi nhu cu tr nn cp thit ti mc buc con ngi pha tm kim bin php v phng thc p ng nhua cu , gim bt trng thi cng thng bn trong m c nhn ang chu. c ba loi : ng c hng th, ng c dng hin, ng c dng hin, dng c th hin. Nhn thc: l qu trnh tip cn v s l thng tin ca c nhn hnh thnh nn quan nim, tha i vi mi trng xung quanh. Nim tin v quan im: nim tin l ngha c th m c nhn c c i vi mt sn phm hay dch v no . Nm tin to nn nhng hnh nh sn phm , nhn hiu . cn quan im l nh gi c thc, nhng cm xc v xu hng hnh ng. S rt c li nu doanh nghip a hng ho dch v ng khun kh nhng quan im, thi c ca khch hng hn l c gng sa i nhng quan nim thi . Tm li: chng ta khng th kim sot v ch ng iu chnh c nhu cu. v vy nghin cu th trng l pht hin c nhu cu v la chn c nhng cng c , gii php thch hp hot ng marketing c hiu qu hn.

Phn II : Tnh hnh hot ng sn xut kinh doanh ca cng ty s Bnh Dng.
I. GII THIU CHUNG V CNG TY.
SVTH: TRN TH THU THO

15

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

1.

Lch s hnh thnh v pht trin cng ty. Cng ty s Bnh Dng l mt doanh nghip thnh vin ca Tng cng ty thu tinh v gm xy dng- tp on sn xut h\kinh doanh VLXD hng u Vit Nam. Vi my mc thit b cng ngh sn xut hin i do hng SACMI - Italy lp t, chuyn giao v c c ti Bnh Dng - chic ni ca gm s truyn thng Vit Nam. Cng ty s Bnh Dng c thnh lp theo QTL s 2421/TCT_TCL ngy 12/09/2001 ca Tng cng ty thu tinh v gm xy dng. Tn giao dch quc t: Bnh Bng Sanitary Wares company( vit tc: BSCo) Tr s chnh t tI khu sn xut Tn ng Hip, huyn D An, Tnh Bnh Dng. Ngnh ngh sn xut kinh doanh: cng ty chuyn sn xut kinh doanh cc sn phm s v sinh v cc ph kin km theo. Cng ty c thnh lp nhm mc ch thc hin chin lc pht trin, nng cao nng lc sn xut sn phm mi nhn ca Tng cng ty thu tinh v gm xy dng. Vi cng ngh v thit b sn xut thuc loi tin tin Vit nam, sn phm s v sinh ca nh my s ng gp phn a dng ho sn phm, hp l ho c cu chng loI sn phm, tng kh nng cnh tranh v chim lnh th trng ca sn phm s v sinh mang nhn hiu Viglacera.

2. a.

Chc nng, nhim v v quyn hn ca cng ty. Chc nng:

Chc nng chnh ca cng ty l sn xut kinh doanh cc sn phm s v sinh v cc ph kin km theo. b. Nhim v: Chp hnh cc ch chnh sch ca nh nc cng nh ng li ch trng ca ng ni chung v ca ngnh ni ring. chp hnh cc ch v chnh sch ca Tng cng ty. Tn dng trit cc ngun vn u t , cng ngh k thut mI phc v cho cng tc qun tr v sn xut kinh doanh.

SVTH: TRN TH THU THO

16

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

chp hnh trit ngha v i vi nh nc nh: np thu cc loi,v cc khon phI np khc, gp phn bo v mi trng sinh thi mi trng. c. Quyn hn: L n v kinh t c s, sn xut kinh doanh nhm p ng nhu cu th trng, c t cch php nhn v hch ton kinh t ph thuc tng cng ty, t ch trong kinh doanh v c quyn xut nhp khu trc tip. c quyn m rng, ch ng trong mI hinh thc kinh doanh, lin kt vi cc c quan nghin cu, tp th c nhn hay t chc khoa hc p dng cng ngh mi. Ch ng xc nh cc ngun vn thc hin cc chng trnh sn xut kinh doanh, c quyn vay, mua bn ngoi t ti cc ngn hng giao dch, c s dng vn ca nh nc giao, i vay hay huy ng cc ngun vn t cn b cng nhn vin trong cng ty. Cng ty c quyn ch ng xy dng phng n sn xut kinh doanh. C quyn cn i nng lc sn xut, hon thin c cu sn phm theo yu cu ca quy trnh cng ngh mi, pht trin sn xut, nng cao cht lng sn phm. 3. a. C cu t chc qun l ca cng ty. C cu sn xut.

Nh my c mt gim c, 2 b phn gin tip( k thut- th nghim, k hoch sn xut v thng k); 1 xng ph tr( c kh, in, nc, ga , kh nn, xe nng_ v 6 b phn trc tip sn xut l : b phn sn xut khun, b phn gia cng h,, b phn to hnh( rt) v sy, b phn gia cng men v hon thin, b phn l nung v b phn phn loI sn phm. K thut- th nghim: c nhim v th nghim, xc nh cc bi phi liu sn xut, ng thi chu trch nhim gii quyt v x l cc vn k thut trong qu trnh sn xut. K hoch sn xut v thng k: c nhim v xy dng k hoch sn xut sao cho m bo s lng chng loi v thi gian giao hng m b phn kinh doanh yu cu. Ngoi ra, cn thc hin nhim v thng k phn xng. Cc b phn sn xut trc tip c phn tch theo trnh t cng ngh v kh nng thc hin vic giao nhn sn phm gia cc b phn. Mi b phn c trch
SVTH: TRN TH THU THO

17

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

nhim thc hin ng quy trnh quy phm c nh sn v t chu trch nhim v vic m bo cht lng sn phm trong cng on ca mnh.
GIM C NH MY

K THUT TH NGHIM

K HOCH & THNG K

PHN XNG KHUN

PHN XNG GIA CNG H

PHN XNG TO HNH & SY

PHN XNG GIA CNG MEN V HON THIN

PHN XNG L NUNG

PHN XNG PHN LOI SN PHM

PHN XNG PH TR

GIM C
RT BNG RT TC L TUYNEL SY L GIN ON

PG SN XUT

GC MEN

PG KINH DOANH

HON THIN PHUN MEN PHNG MUA CSM t cu CUNG NG PHNG PHNG DN CH T THIT CHC K HNH KHUN CHNH MU PHNG M BO CHT LNG PHNG K TON TI CHNH

NH MY SN b. XUT

B chc PHN b my. KHO

PHNG KINH DOANH

SVTH: TRN TH THU THO CC PX PX

SN XUT PH TR

18

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Quan h trc tuyn Quan h tham mu. Theo s ca cng ty, ta thy c cu t chc qun l ca cng ty hin nay theo kiu quan h trc tuyn, chc nng. Cng ty thc hin ch mt cp trn, m bo cho s qun l trc tip ca ban gim c n tng phng ban, tng phn xng sn xut. Cc b phn thc hin cc quy nh ca ban gim c mt cch nhanh chng v ban gim c cng nhn c thng tin phn hi mt cch chnh xc v mau chng t di ln, ng thi cng nhn c cc kin tham mu c lc ca cc b phn qun l trong cng ty. Mi quan h ni b gia cc phng ban trong cng ty. Gia cc phng ban cng c mi quan h chc nng vi nhau, nn mi vn pht sinh trong qun l, trong sn xut iu c pht hin mt cch kp thi v c gii quyt trit .

SVTH: TRN TH THU THO

19

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Cc phng nghip v ca cng ty l cc n v tham mu cho ban gim c. Cn c vo nhim v, quyn hn c quy nh, cc phng ban chu trch nghim v nhng bin php xut thuc quyn hn v chuyn mn ca mnh I vi cng ty v c n v trc thuc( nh my). Quan h gia c phng nghip v cng ty i vi cc n v trc thuc l quan h hng dn thc hin trong phm vi chc nng, nhim v ca phng, ng th phng l n v c gim c cng ty u nhim kim tra, n c c n v hoang thnh k hoch sn xut kinh doanh m cng ty ra. Trong trng hp c kin khc nhau gia cc phng nghip v v cc n v trc thuc , th cc trng phng c trch nhim bo co vi ph gim c ph trch xut bin php cho gim c quyt nh, nu vn thuc phm vi chuyn mn th ph gim c c quyn quyt nh. Khi c vn gii quyt nhng vt qu phm vi chuyn mn ca mnh, li c lin quan gia cc phng ban th cc phng nghip v ca cng ty c trch nhim phi hp nghin cu, xut bin php gii quyt cho ph gim c chuyn mn. Khng n y cng vic hay trch nhim cho cc phng ban khc. Chc nng , nhim v v quyn hn ca cc phng ban. Ban gim c. Gim c: l ngI ng u trong cng ty v trc tip ph trch cc b

phn: phng t chc hnh chnh, phng ti chnh k ton, phng thit k khun mu v phng m bo cht lng. Gim c trc tip quyt nh v iu hnh mI hot ng sn xut kinh doanh cu cng ty theo k hoch rta v m bo ng chnh sch ca php lut ca nh nc cng nh quy nh ca tng cng ty.

Bn cnh gim c l cc ph gim c, h l nhng ngi gip cho gim Ph gim c kinh doanh: ngi trc tip ph trch phng kinh doanh v Ph gim c sn xut: ng trc tip ph trch nh my sn xut, phng

c trong qu trnh iu hnh hot ng sn xut kinh doanh ca cng ty. mng li tiu th sn phm ca cng ty. mua sm cung ng v b phn kho.
SVTH: TRN TH THU THO

20

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Cc phng ban. Phng t chc hnh chnh: c nhim v lm cng tc I ni, tham mu cho

ban gim c trong vic phn b lao ng, b nhim nhn s, tuyn dng lao ng. ng thi lp nh mc, iu tit tin lng hp l, gii quyt cc chnh sch cho cn b cng nhn vin trong ton cng ty, tin hnh qun tr hnh chnh, thanh tra son tho nI quy, quy ch bo v ni b cng ty. Phng ti chnh k ton: c nhim v tnh ton , cn i cc khon thu chi sn xut, lp bo co ti chnh, tnh ton lI l, cn I ti sn ca cng ty, bo co kt qu hot ng sn xut kinh doanh theo nh k cho ban gim c. Tham mu cho ban gim c trogn vic thc hieenj qun l cc lnh vc cng tc ti chnh, k ton, tn dng, kim sot nI b v phn tch hot ng kinh t ca cng ty.

Phng m bo cht lng: tham mu cho bn gim c cng ty v chu

trch nhimtong vic qun l cht lng sn phm ca cng ty. C nhim v thanh tra, kim tra li( theo hnh thc ly mu t xut v ly mu) cht lng bn thnh phm v thnh phm trc khi xut kho. Qun l , ch o vic xy dng cc tiu chun cht lng sn phm, nguyn vt liu phc v cho sn xut. theo di ch o xy dng tiu chun qun l cht lng sn phm theo tiu chun ISO 9000. Phng mua sm cung ng l u mi qun l hot ng mua sm ca ton cng ty v c nhim v chnh l xy dng k hoch sn xut, theo di vic thc hin c hp ng mua bn nguyn nhin vt liu sau khi c k kt m bo cht lng nguyn nhin vt liu v m bo hot ng n nh cho qu trnh sn xut. B phn kho chu trch nhim qun l c kho ni, ngoi v b phn ng gi v bc xp. Vic tch ring b phn kho c da trn c s tham kho m hnh hot ng ca mt s n v c vn u t nc ngoi v nhm mc ch chuyn mn ho b phn ny. Ngoi ra, l do a khu ng gi vo b phn kho l do bi thnh phm nm ngoi trI, do khng th ng gi ngay sau khi sn phm c phn loI, m phI thc hin sau . Nu khu ng gi trc thuc nh my sn xut th vic giao nhn sn phm gia cc b phn kho v nh my s phc tp( v nh

SVTH: TRN TH THU THO

21

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

my giao sn phm cha ng gi cho kho, sau b phn kho li giao cho nh my ng gi v sau khi ng gi xong nh my lI giao cho kho.) Nh my sn xut: l n v trc tip thc hin cng tc sn xut sn phm s v sinh theo ch tiu k hoch cng ty giao cho. Thc hin cng tc qun l, ch o sn xut, qun l thit b, qun l lao ng. thc hin cng tc an ton v sinh lao ng. Tm la mi phng ban c trch nhim thc hin chc nng ca mnh v h tr thng tin ln nhau cho cc phng ban khc hay tham mu cho ban gim c trong vic ra cc quyt nh ca cng ty. II. 1. MI TRNG KINH DOANH CA CNG TY.

Mi trng v m. Mi trng kinh t : t nc ta trn con ng pht trin, tng bc cng c v hon thin mi. Kinh t ngy cng pht trin mnh, i sng nhn dn thay i r rt v sau khi chuyn i nn kinh t nhiu thnh phn , nn kinh t m nng ng p ng dng ho cuc sng con ngi v x hi. Trong xu th i ln ca t nc, nn kinh t nc ta v ang ho nhp, pht trin theo xu hng chung ca khu vc v th gii. iu ny gip doanh nghip c c hi m rng th trng v hi nhp kinh t th gii. c bit do tnh hnh tng trng kinh t trong nc v a bn cng ty trc thuc tip tc pht trin, i sng nhn dn ngy cng hon thin, thu nhp ngy cng tng. Do , nhu cu tiu dng cng ngy cng a dng, y l c hi cho vic m rng v khai thc th trng ni a trong tng lai. Mi trng chnh tr- x hi: Di s lnh o ca ng v Nh nc, tnh hnh chnh tr ca nc ta ngy cng n nh, khuyn khch c cc nh u t nc ngoi vo sn xut kinh doanh nc ta. Do , cc doanh nghip trong nc phi lun c cc gii php kp thi ng ph v cnh tranh c vi cc nh u t nc ngoi. iu ny gip cho cc doanh nghip trong nc lun ci tin v pht trin , c nh vy mi c th ng vng c.

SVTH: TRN TH THU THO

22

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Mi trng t nhin: khu cng nghip Sng Thn l khhu cng nghip

ang pht trin, do thu ht nhiu nh u t v nhiu lao ng t cc ni khc n. Tuy nhin, a im ca cng ty hi xa so vi tng cng ty v cc n v khc nn kh khn trong vic h tr gip ln nhau gia cc n v v tng cng ty I vI doanh nghip. Bn cnh cng ty thun li trong vic vn chuyn sn phm n ni tiu th, v gn quc l 1A, v cng Bnh Dng l mt cng ang c nhiu trin vng, do cng ty s thun li trong vic xut khu sau ny. Mi trng php lut: thc hin ch trng theo php lt ca nh nc ban hnh. Cc doanh nghip c quyn t ch v sn xut kinh doanh, t ch v ti chnh. s ban hnh v sa i cc lut nh: lut doanh nghip, lut ph sn, lut ph sn, lut thu gi tr gia tng, lut lao ng to thun li cho c doanh nghip hot ng sn xut kinh doanh theo pht trin, m bo tt vic qun l ca nh nc rt cht ch v lnh mnh. Mi trng cng ngh: trong thi i hin nay, l thi i ca cng ngh ng dng khoa hc k thut mi, do khng th khng cp ti vn ny. Cng ty c thun li ln l hu ht my mc thit b v cng ngh ca cng ty iu mi, p dng quy trnh cng ngh tin tin cho ra nhng sn phm ph hp vI th trng, cng ty c th cnh tranh c vi cc i th cng ngnh. Tuy nhin, tn ti v pht trin cng ty phi c nhng chnh sch v u t ci tin sn phm, ngy cng nng cao cht lng sn phm ca cng ty. Mi trng vn ho- x hi: bt k hot ng sn xut kinh doanh no cng chu nh hng bi nhn t ny. Vy thnh cng trong kinh doanh cc doanh nghip phi nghin cu tm l, tp qun tiu dng hay nhu cu th hiu ca ngi tiu dng cc vng khc nhau. I sng ngI dn ngy cng c nng cao, c tnh tm l tiu dng cng pht trin n mt mc khc nhau, nhu cu s dng sn phm cng thay i. 2. Mi trng vi m.

SVTH: TRN TH THU THO

23

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Khch hng : Khch hng ch yu ca cng ty l ngi tiu dng trong c

nc( ring i vi sn phm BS 101 ch tiu th trn th trng t Quanngt Bnh n C Mau). Quan h ca cng ty vi cc i l rt cht ch, th hin thng qua vic k kt hp ng vi cc i l, do cng ty cn phi c chnh sch ph hp c th mang lI lI nhun cho c hai bn. Hin ti cng ty ang m rng th trng tiu th nc ngoi, cng ty ch mi gi hng mu sang cc th trng Philipin, campuchiado cng ty cn phI thng xuyn nng cao cht lng v to nhiu mu nhm p ng ngy cng cao nhu cu tiu dng ca khch hng, c nh vy mI c iu kin cho cng ty trong vic m rng th trng. Nh cung cp: cng ngh sn xut , cc thit b sn xut ng b km theo Cn v phn nguyn nhin vt liu ch yu l do cc nh cung cp trong nc nh: Cng ty nguyn liu Trc Thn cung cp t st cho cng ty. Cng ty khong sn Yn Bi cung cp cao lanh lc, v cao lanh th ly ca cng ty c Anh. Cc cng ty Yn Bi, cng ty Yn H, v cng ty ng Tuyn Quanh th cung cp Felspact cho cng ty. Hin nay, ngun nguyn liu sn xut khun sn phm c chnh ph quan tm, cc nh my sn xut c cng sut cao dn dn i vo n nh. iu ny m bo ngun nguyn nhin vt liu cung cp cho qu trnh sn xut ca cng ty. Cn cc ph kin ng b km theo nh np ngI, b x th cng ty t mua ca cng ty TNHH Thi Sn thnh ph HCM, hin nay cng ty ang t mua cc ph kin cho sn phm cao cp ca hng Sianep( ca Php) v sinh Phn on th trng thu nhp cao, cng trnh ln .. th c cc sn phm mang nhn hiu nh: American Standard ca M; Inax, Toto ca Nht; Ceasar ca i Loan. , l nhng cng ty pht trin trong nhng thp nin 90, sn phm ca h lu i v thng hiu ni ting. Chnh lI th gip cho h nm r nhu cu I th cnh tranh: trn th trng hin nay c 3 phn on v sn phm s ca cng ty l do hng SACMI ca Italia cung cp.

SVTH: TRN TH THU THO

24

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

th hiu ca ngi tiu dng, bn cnh chnh sch bo hnh v ch lp t nhanh chng n tn ni ngI tiu dng. Phn on th trng thu nhp trung bnh: l cc sn phm s v sinh ca cc cng ty Thanh Tr,Vit Tr, Thin Thanh cc sn phm ny p ng nhu cu tiu dng ca nhng ngi c thu nhp trung bnh. y l I th chnh ca cng ty, cc n phm cu h cng nh vo cht lng, gi c, bn cnh mu m ca h cng tng ng vi sn phm ca cng ty. Do , cng ty cn phi c chnh sch ph hp c th cnh tranh c vi cc cng ty . Phn on th trng thu nhp thp v cc vng nng thn: nhng sn phm ny ch yu phc v cho th trng dn c lao ng c thu nhp thp, hoc c vng nng thn. l nhng sn phm ca cc cng ty n Long Hu, Thi Bnh, Star, Dolacera, Ho Cnh III. TNH HNH CC NGUN LC CA CNG TY. 1. Tnh hnh lao ng tin lng. Cng ty s Bnh Dng l doanh nghip trc thuc Tng cng ty thu tinh v gm xy dng, nn mi hot ng nhn s iu phi thng qua Tng cng ty. Tuy nhin, ch l i vi cc cn b qun l cn cng nhn vin trc tip sn xut th cng ty c th tuyn dng ti ch ph hp v cng vic. c th r v tnh hnh lao ng ca cng ty ta c th xem bng sau:

Bng tnh hnh lao ng ca cng ty. Ch tiu Tng lao ng 1. Phn theo chc nng Khi nghip v Nm 2002 285 3 Nm 2003 305 37 Nm 2004 319 43

SVTH: TRN TH THU THO

25

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Khi k thut ph tr Khi cn b qun l sn xut Khi cn b cng nhn trc tip sn 30 44 185 255 30 45 139 101 44 31 193 270 35 56 143 106 52 31 193 281 38 59 151 109

xut 2. Phn theo gii tnh Nam N 3. Phn theo trnh C, H v trn i hc Trung hc, cng nhn k tht Lao ng ph thng

Lc lng lao ng ca cng ty ngy cng tng c v s lng v cht lng. V s lng lao ng tng qua cc nm. Trong nm 2002 s lng lao ng ca cng ty ch c 285 ngI v n nm 2003 th s lng ny tng ln n 305 ngi. n nm 2004 s lng lao ng ca cng ty tng 4.6% (14 ngI) so vi nm 2003. Qua bng trn ta thy lao ng trc tip ca cng ty lun chim t trng ln, n chim n 65% trong tng lao ng. Trong nm 2002 s lng lao ng trc tip l 185 ngI v n nm 2003 th con s ny tng ln n 193 ngi. Trong khi lao ng gin tip ch chim c 100 ngI ( nm 2002) v chim 35% trong tng lao ng. Do tnh cht ngnh, s lao ng nam chim t trng cao hn rt nhiu so vI lao ng n, n chim n 86% tng s lao ng. V cht lng lao ng: y l yu tquan trng v gp phn quyt nh nng sut cng nh hiu qu lao ng. Nhn vin trong cng ty c trnh cao ng i hc chim t l ln(82%) trong tng nhn vin lao ng gin tip, v chim 18.5% tng lao ng trong cng ty.

SVTH: TRN TH THU THO

26

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Trong nm2003 cng ty a s lao ng trc tip sn xut cn lI ca mnh i hc nng cao tay ngh. V d tnh n cuI nm 2004 th ton b cng nhn sn xut ca cng ty iu c bc th 3/7. v t chc v qun l lao ng. Nhn vin gin tip lm vic theo gio hnh chnh, ngoi ra c th lm thm gio nu c nhu cu phc v cho sn xut. cn i vi cng ty 2. Tnh hnh ti chnh ca cng ty. Bng cn ti sn nm 2003 ca cng ty. VT: 1000 ng. TI SN Tin mt Khon phi thu Tn kho Chi ph trch trc Ti sn lu ng Nguyn gi TSC Khu hao TSC rng Tng ti sn 950949 3120000 55893600 172500 60137049 93832242 7835169 85997073 146134122 NGUN Khon phi tr Vay ngn hn N lu ng N di hn Tng ngun 15336153 31476000 46812153 99321969 146134122

Qua bng cn i k ton nm 2003 Xt c cu tng ti sn , ta thy ti sn c nh chim n 58,8% trong tng ngun vn ca cng ty, trong khi ti sn lu ng ch chim 41,2%. Ngun ti sn lu ng ny ch yu l n di hn, do m bo an ton cho doanh nghip, tuy nhin khi lng n di hn qu ln cng dn ti chi ph ti chnh ca doanh nghip cao, t lm gim kt qu hot ng kinh doanh ca doanh nghip. lng tn kho ca cng ty qua ln ( chim 92,2%) trong tng ti sn lu ng, diu ny s nh hng n kh nng thanh thon hin thi ca cng ty. lng tin mt ca cng ty khng nhiu, n ch cho cng ty tr chi ph cho cng nhn vicn v chi ph dch v bn ngoi ca cng ty.

SVTH: TRN TH THU THO

27

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Xt c cu ngun vn: hu ht ngun vn s dng cho hot ng sn xut kinh

doanh ca doanh nghip l vn vay t cc t chc tn dng, trong ngun vn ch yu ca cng ty l vay t ngn hng u t v pht trin ca H Ni. Do s dng nhhiu vn vay t bn ngoi nn cng ty phi chu mt p lc v vic thanh ton li vay cho cc t chc tn dng . Tuy nhin cng ty ang c xu hng thc hin vic c phn ho cng ty, nh vy tnh hnh ti chnh ca cng ty c th c ci thin, nhng phi chu chi ph s dng vn cao v c th phi chia quyn kim sot cng ty.
KNTTHT = KNTTN = TSLD 60137049 = = 1,28 NLD 46812153

TSLD TK 60137049 55893600 = = 0,1 NLD 46812153

Cc thng s ti chnh ca cng ty :Qua nhng thng s trn ta thy, vic tr cc khon n trong thi gian ny l thch thc i vi cng ty. Kh nng chuyn ho thnh tin mt ca cng ty c th gii quyt bng cch tng khuyn mi bn lng hng cho cc i l. Vng quay khon phi thu ca cng ty l 4,37 trong khi vng quay khon phi tr ca cng ty li qu thp ( ch c 0,1). Do , cng ty gp kh khn trong vic s dng vn ca mnh, cng ty cn tng cng vic thu li cc khon n t vic k qu ca cc i l. Tm li, trong thi gian u sn xut v kinh doanh nn cng ty gp rt nhiu kh khn, nht l v ti chnh. 3. a. Tnh hnh s dng c s vt cht v trang thit b ca cng ty. Trang thit b v cng ngh.

SVTH: TRN TH THU THO

28

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Cng ty nhp my mc t hit b, cng ngh sn xut hin i t hng SACMIItalia lp t, chuyn giao, c a vo sn xut th v hin nay n i hot ng . Tnh hnh trang thit b: VT: 1000 ng. MAY MOC THIET B A. Thiet b nhap ngoai 1. Phan xng che bien ho 2. Phan xng chuan b men 3. Phan xng chuan b thach cao 4. Phan xng uc 5. Phan xng say va trang men 6. Phan xng nung 7. Thiet b th nghiem 8. Khuon me 9. Phu tung thay the B. Thiet b che tao trong nc 1. Phan xng che bien ho 2. Phan xng che bien men 3. Phan xng chuan b thach cao 4. Phan xng o rot 5. Phan xng say va trang men 6. Phan xng nung 7. ng ong cong nghe 8. Van chuyen thiet b tieu
SVTH: TRN TH THU THO

Gia tr sau thue 35.346.000 2.894.100 1.062.000 1.408.500 7.267.800 1.365.600 15.205.950 198.750 1.242.300 1.200.000 5.684.500 225.820 348.000 347.890 2.218.800 1.031.000 701.400 607.000 204.500

29

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

chuan Dng

va

vat

lieu

ac

chung t Ha Noi i Bnh

Hu ht my mc thit b ca cng ty iu nhp t nc ngoi, tuy nhin s thit b khng m bo cho hot ng c lp ca nh my trc mt v sau ny. Do , cng ty cho mua mt s thit b c sn xut ngay trong nc m c kh nng thay th c. Quy trnh cng ngh. Quy trnh cng ngh sn xut s v sinh cu cng ty gm cc bc sau: Bc 1: trc ht, ch to ra khun con dng to hnh cc sn phm nh bn cu, chn chu, chu, kt nc v cc ph kin khc. Khun conc lm bng thch cao. Bc 2: song song vi bc 1 l chun b h. h c nghin v khuy t t st, trng thch, thch anh,cao lanh v cc cht ph gia khc sau c sng v trong b t nht 4 ngy. Bc 3: K tip l c ho h c rt vo khun thch cao to hnh cc sn phm mc. Cc sn phmmc sau khi hon thin s c a vo sy. Bc 4 : Men c nghin t trng thch, thch anh, cao lanh, t st, mu v cc cht ph gia.. men c phun ln sn phm mc sau khi sy. sau dn logo ln sn phm. Bc 5: tt c cc sn phm sau khi c phun men t yu cu s c xp ln l nung nhit 1200 o C . Bc 6: tt c c sn phm sau k hi nung c kim tra, phn loi vthe nc. nhng sn phm t cht lng loi A s c ng vo thng nhp vo kho trc k hi c mang ra th trng tiu th. Bc 7: nhng sn phm khuyt tt nh s c s cha hon thin nung li. Bc 8: cc sn phm sau khi s cha hon thin s c xp vo l nung li. Nhit l by gi ch cn khon 1180 oC. Cc sn phm sau khi nung li c

SVTH: TRN TH THU THO

30

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

kim tra phn loi v the nc. sau k hi kim tra th ng thngnhp vo kho trc khi xut em i tiu th. b. Tnh hnh s dng mt bng. Vn b tr x nghip ht sc quan trng, n nh hng n kh nng cnh tranh lu di, n chi ph v hiu qu hot ng sn xut. Cng ty s Bnh Dng c tr s chnh t ti Tn ng Hip, huyn D An, tnh Bnh Dng vi din tch 20000 m2 Cng ty nm trong khu cng nghip Sng Thn, thun li cho cng ty l gn ng quc l 1A v ni y c cng Bnh Dng cng ang pht trin. y l iu kin thun li cho cng ty trong vic vn chuyn hng ho n ni tiu th cng nh vic vn chuiyn nguyn nhin vt liu t cc ni v cng ty. hin nay cng ty s dng ht 20000 m2 trong vic xy dng nh my , kho bi v vn phng ngoi ra cng ty cn c tr s giao dch ti S44-45 ng Bu Ct, qun Tn Bnh_ TP. HCM. V 134 ng Hm Nghi_ TP Nng. IV. THC TRNG HOT NG SN XUT KINH DOANH CA CNG TY. 1. Tnh hnh mua nguyn vt liu. Bng gi tr mua nguyn vt liu. VT: 1000 ng Nguyn nhin vt liu 1. Cao lanh 2. t st 3. Thch anh 4. Feldspart 5. BaCO3 6. Thu tinh lng 7. Ph gia 8. Men 9. Thch cao khun 10. Nhin liu Nm 2002 Nm 2003 Nm 2004 177.276 790.658 980.452 314.777 1.354.716 1.497.805 142.178 343.554 475.044 442.461 16.348.782 17.582 48.421 12.834 13.327 461.301 22.007 23.581 29.986 48.502 57.651 484.019 1.828.674 2.075.421 960.753 10.075.750 2.414.433 10.772.324 12.805.372

SVTH: TRN TH THU THO

31

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Tng nguyn nhin vt liu mua vo tng qua cc nm, iu ny m bo c nguyn vt liu d tr cho nh my i vo hot ng sn xut n nh. Trong nm 2002 cng ty ch sn xut th, nn mua khun m ca cng ty Thanh Tr, n nm 2003 th cng ty c th t to khun m cho cc mu mi ca cng ty. 2. Tnh hnh tiu th ca cng ty. Cng ty s Bnh Dng bt u hot ng t nm 2002, nhng ch l vn hnh th nhm nh gi kh nng p ng ca h thng dy chuyn thit b v cng sut, cht lng chng loi,tnh n nh ca h thng thit b. n u nm 2003, khi tnh hnh sn xut n nh cng ty bt u cho sn xut. v tnh \hnh tiut h cc sn phm s v sinh ca cng ty th hin r qua bng sau: Bng doanh s tiu th theo chng loi mt hng. VT: 1000 ng. San pham I. Phan Quy I 190281 8 100900 602252 182342 225306 618590 342928 127102 Quy II 285422 7 285422 7 903378 273513 337959 927885 514392 190653 Quy III 342507 2.4 181782 0 1084053 .6 328215. 6 405550. 8 1113462 617270. 4 228783. 6
SVTH: TRN TH THU THO

Doanh thu Nam 2003

Nam

2004 Quy VI Quy I 203873 3567783. 4 108203 6 645270 195366. 4 241399. 3 662775 367422. 9 136180. 7 8 1893562. 5 1129222. 5 341891.2 5 422448.7 5 11599856 .3 642990 238316.2 5

s 1. Than bet BS-101 BS-102 BS-103 2. Ket

nc BS-201 BS-202

32

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

BS-203 3. Chau

148560 209970 175570 34400 64358 634156 253697 4

222840 314955 263355 51600 96537 951234 380546 1

267408 377946 316026 61920 115844. 4 114148 0.8 456655 3.2

159171. 4 224967. 9 188110. 7 36857.1 4 68955

278550 393693.7 5 329193.7 5 64500 120671.2

ra BS-401 BS-409 4. Chan

chau II. Phu kien Tong cong

5 679452 1189042. .9 271818 6 5 4756826. 3

Qua bng trn ta thy, trong thi gia u doanh thuh ca cng ty khng cao l do cng ty mi bt u cngvic kinh doanh nn sn p hm ca cng ty cn mi l hn so vi cc sn phm ca cc cng ty khc trong ngnh . n qu 2 nm 2003 doanh thu ca cng ty bt u tng v tip tc tng qu 3, l thi im tht rng tr nn si ng nht, nguyn nhn l do cc nh sn xut ang thi nhau tung ra th trng cc chng trnh khuyn mi trong k hoch bn hng ca mnh. V trong thi gian ny nhu cu xy dng nh ca cng tng, do nhu cu v cc sn phm s v sinh cng tng theo. n qu 4 th trng VLXD ni chung v th trng gm s v sinh ni ring bt u tiu th chm li, lm cho doanh thu ca cng ty cng gim theo. Nguyn nhn l do TP.HCM v cc tnh nam b ang l ma ma, nhu cu xy dng khng cao. Bn cnh cc nh sn xutli lin tc pht trin sn xut thm cc mu moi v p dng nhiu hnh thc chiu th gim gi khc nhau lm cho th phn b chia ra, cng vi nhu cu xy dung khng tng ln khin cho tnh hnh th trng ri vo tnh trng tiu th chm. Nguyn nhn na l do lng hng tn kho ca cc nh phn phi s v sinh ng qu nhhiu, th trng chung khng c nhu cu ln gy ra tm l ngi ly hng.
SVTH: TRN TH THU THO

33

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Doanh thu ca cng ty li tng trong qu 1/2004, cho thy cng ty bt u theo kp th trng, hot ng kinh doanh tng bc n nh. V cc sn phm ca cng ty c nghiu ngi bit n, thng 2/2004 sn phm ca cng ty c ngi tiu dng bnh chn l hng Vit nam cht lng cao. 3. Tnh hnh hot ng kinh doanh ca cng ty. Bng kt qu hot ng kinh doanh ca cng ty. VT: 1000 ng. Khon mc Doanh thu Ga vn hng bn Li nhun gp Chi ph bn hng Chi ph qun l doanh nghip Chi ph hot ng ti chnh Thu nhp trc thu Thu thu nhp Thu nhp sau thu. 2003 13627175 11351156 2276018.6 2719891 3525846 7531962 -11501680 0 -11501680

Trong thi gian u hot ng , cng ty vn p dng nh mc tiu hao nguyn vt liu rt ln. iu ny lm cho gi vn hng bn ca cng ty tng cao, dn n li nhun gp ca cng ty thp. V vy gim gi vn hng bn xung cng ty cn phi nghin cu khc phc vic tiu hao nguynvt liu trong qu trnh sn xut. Do chi ph hng bn, chi ph qun l doanh nghip, chi ph hot ng ti chnh trong nm 2003 qu cao nn cng ty l 11501680 ( 1000 ng) . Trong thi gian u kinh doanh , cng ty b l l iu khng th trnh khi, v vy trong thi gian ti cng ty cn a ra nhng bin php thch hp c th tng li nhun cho cng ty. 4. Chnh sch marketing ca cng ty. c c ch ng trn th trng, mi cng ty phi xy dng mt chnh sch, chin lc marketing ph hp. Cng ty s Bnh Dng cng xy dng cho mnh chnh sch marketing thch hp c th cnh tranh c vi cc i th trn th trng.
SVTH: TRN TH THU THO

34

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

V sn phm Theo kt qu thm d th trng trong thi gian qua, a s ngi tiu

dng iu bit n sn phm Viglacera. y l mt li th khng nh bi v nhn hiu ca cng ty c khng nh v th cnh tranh ca mnh trn thng trng. V s tn nhim ca khch hng c th hin thng qua vic s dng cc sn phm ca cng ty nh: bt BS-101, BS-102, BS-103 chu BS-401, BS-409, BS-410, v cc sn phm khc : Bide, tiu treo, x xm. Tuy mi hot ng, mu m ca cng ty khng nhiu bng cc i th cnh tranh, v hin ti cng ty ch c 4 mu vi 7 mu khc nhau. Tuy nhin cc sn phm ca cng ty c ngi tiu dng a chung v chp nhn n l hng c cht lng cao. Nh vy c th cnh tranh c vi cc i th lu nm trn th trng, cng ty cn tp trung nhiu vo vic nghin cu to thm nhiu mu mi, v nng cao cht lng ca sn phm ln hn na. Chnh sch gi Hin ti cng ty ang phi cnh tranh v gi i vi cc i th trong cng th trng.v c th ng vng c cng ty cng ty cn phi a cc chnh sch gi ph hp vi tng thi im. Chnh sch ga c th hin r qua bng sau: Bng gi sn phm s v sinh. VT: 1000 ng
STT 1 2 3 4 5 6 7 Ten san pham X bet BS101(PKTS, AS04) X bet BS102(1 nut, AS04) X bet BS102(2 nut, AS04) X bet BS103(1 nut, 103) X bet BS103(2 nut, 103) X bet BS104(1 nut, 104) X bet BS104(2 nut, 104) VT Bo Bo Bo Bo Bo Bo Bo Gia ban buon 562,1 693 777,7 693 777,7 1040,38 1125,08 Gia ban s 598,4 741,4 831,6 741,4 831,6 1113, 2 1203, 4 Gia ban le 672,1 830,5 931,7 830,5 931,7 1247,9 5 1349,1 5

SVTH: TRN TH THU THO

35

Chuyn thc tp tt nghip

8 9 10 11 12 13 14 Bo Canarie I Bo Canarie II Chau ra BS401 Chau ra BS409 Chau ra BS410 Chan chau BS501 X xom BS701 Bo Bo Cai Cai Cai Cai Cai

GVHD: NGUYN XUN LN

970,2 1054,9 134,2 165 154,11 112,2 136,4 970,2 1054, 9 143 181,5 169,5 1 119,9 150,0 4 1100 1200 160,6 193,05 180,29 134,2 159,61

Gi bn ca cng ty ph hp vi nhng ngi c thu nhp trung bnh tr ln. Cc i l ly vi gi bn bun hoc bn s v bn li cho ngi tiu dng theo gi tho thun gia cng ty vi cc i l. Ngoi ra khi cng ty c cc chnh sch khuyn mi, cc i l c th bn vi gi thp hn nhng phi c s ng ca cng ty. Khi cc i th thay i v gi, cng ty cng xem xt li chnh sch gi ca mnh v iu chnh cho ph hp. Chnh sch phn phi. Khch hng ca cng ty hin nay l cc i l , v ch yu l ngi tiu dng trong nc. Cc i l tiu th l khch hng ln v thng xuyn ca cng ty,l ni gip cng ty y mnh vic tiu thh thun li v y cng l u mi cng ty nhn c thng tin phn hi t ngi tiu dng. Cn cc i l tiu th t nhn, tuy thng tho trong vic bn hng, c h thng bn hng nhanh nhy v thng tho tp qun tiu dng a phng. Nhng do ngun lc c hn nn phn phi hng cha rng ri. th trng tiu th hin nay ca cng ty ch yu l th trng trong nc. v cng ty c h thng phn phi nh sau:

Cng ty s Bnh Dng

i l

ca hng bn l ca hng bn l

Ngi tiu dng

Knh phn phi hin ti ca cng ty hin nay ch ph hp vi th trng trong nc,

SVTH: TRN TH THU THO

36

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Hin nay cng ty c tt c 36 i l v hn 300 ca hng.( Ti khu vcTP.HCM c 11 i l, khu vc ng Nam B c 4 i l, Khu vc Min Ty c 9 i l, vkhu vc min Trung th c n 10 i l. Khu vc min Bc ch c 2 i l) Cc sn phm u c bn cho cc i l, nhng ring i vi sn phm BS-104 th chh bn cho cc i l v ca hng khu vc t Qung Bnh n C mau. Chnh sch chiu th, c ng. khuyn khch vi tiu th sn phm, cng ty a ra cc chng trnh khuyn mi nh mua 6 tng 1, hay tng v i du lch cho cc i l no c doanh s bn cao nht ring i vi ngi tiu dng, cng ty dng chnh sch gim gi ti tay ngi tiu dng( cng ty b phiu gim gi vo trong cc thng sn phm.) hin nay cng ty ch mi qung co sn phm trn bo ch. V sn phm ca cng ty c nhiu ngi bit n hn na , cng ty cn phi xy dng mt chng trnh qung co lu di trn cc phng tin thng tin i chng. Nh vy mi c th to c thi quen tiu dng , mt nim tin khi ngi tiu dng mun th c th ngh ngay n sn phm ca cng ty. Bn cnh cng ty nn a ra cc chnh sch bn hng mu trng by cho cc ca hng bn l.

SVTH: TRN TH THU THO

37

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

PHN III: Mt s gii php nhm m rng th trng ca cng ty S Bnh Dng.
I. KH NNG V NH HNG PHT TRIN NGNH S V SINH. pht trin ngnh Cng nghip gm s xy dng Vit Nam, cn phi xy dng chin lc th trng, m rng th trng, trc tin l th trng ni a, p ng nhu cu xy dng , ng thi phi m rng th trng nc ngoi, y mnh cng tc xut khu sn phm khai thc pht huy ti a nng lc sn xut trong nc. xut khu va l ng lc phat trin sn xut trong nc, to uy tn ca hng Vit Nam trn th trng Quc t, xy dng nn tng vng chc hi nhp khu vc v th gii. Nng lc sn xut ngnh s v sinh trong nm 2003 tng ln 4.5 triu sn phm . nhu cu th trng trong nc khong 3.5 triu chim 77% . do mun khai thc ht nng lc sn xut phi xc tin mnh m cng tc xut khu , vi mc tiu n nm 2005 phn u nng cao nng lc xut khu gm s xy dng ln 20-30 %, tc l khong 1.5-1.5 triu sn phm s v sinh vi kim ngch xut khu t 90100 triu USD. y l mc tiu m ton ngnh gm s xy dng ca chng ta khng phan bit hi vin Hip hi Gm s xy dng Vit Nam hay ngoi Hip hi , khng phn bit l hi vin kinh t m phi l s n lc ca ton ngnh, hp tc cht ch vi nhau., thnh sc mnh tng hp ca ngnh gm s Vit Nam, cnh tranh vi cc nc trong khu vc v th gii.

SVTH: TRN TH THU THO

38

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Theo d bo nhu cu th trng trong nc v vt liu gm s xy dng trong nhng nm sau nh sau: Sn phm n v Nm 2000 Nm 2005 Nm 2102 SP s v sinh Tr. sn phm 2,0 2,5-3,0 3,0-3,5 Cn c vo d bo nhu cu v vt liu gm s xy dng trn, nh hng k hoch pht trin ngnh vt liu gm s xy dng n nm 2005 nh sau: Cn iu chnh li nng lc sn xutvt liu gm s xy dng cc vng cho ph h p v sn lng sn phm. cn ng b ho gia sn phm s v sinh ph kin cho sn xut v thay th. Tip tc u t v i mi trang thit b, cng ngh v k thut cho ph hp Cn xy dng chnh sch h tr xut khu i vi nhng sn phm gm s xy u t xy dng thm c s khai thc - sn xut v ch bin nguyn vt liu vi nhu cu tht rng trong v ngoi nc. dng. gm s xy dng ti cc vng nguyn liu nh: cao lanh, t st, Feldspath,cc ph gia theo tiu chun ho v c s sn xut Frite, cc loi men , cc loi mu v ph tng thay th cho ngnh gm s xy dng ni ring v vt liu xy dng ni chung. II. C Hi V THCH THC CA CNG TY 1. Phng hng pht trin ca cng ty hi nhp vo th trng th gii, trong xu hng thng mi ho ton cu cng ty ra phng hng pht trin n nm 2010 nh sau: Nng cao cht lng sn phm hn na nhm tng kh nng cnh tranh sn phm ca cng ty trn th trng. Phc v tt nhu cu trong nc v hng ti sn xut phc v xut khu, lm c iu ny cng ty cn phi: m rng knh tiu th trong nc phc v tt hn nhu cu trong nc; Nghin cu th trng nc ngoi, tm kim knh xut khu phn u t trng xut khu t c t 10% n 15% trong tng doanh thu ca cng ty. 2. C hi v thch thc i vi cng ty

SVTH: TRN TH THU THO

39

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

L mt doanh nghip mi, vi dy chuyn cng ngh v my mc hin i, cng ty c th cho ra nhng sn phm t tiu chun do ngnh quy nh. Bn cnh , ta c li th ca ngnh s nc ta l c lc lng lao ng c trnh vn ho kh, c kh nng tip thu nhanh khhoa hc, cng ngh hin i. Hn na gi lao ng Vit Nam l r nht khu vc Chu t 0,16 n 0,35 USD/ gi , trong khi gi lao ng ca cc nc l: 1.13 USD/ gi ca Malaisia; 1,18 USD/ gi ca Thi lan v 3,16 USD/ gi ca Singapore. iu ny s gip cho cc doanh nghip Vit Nam c kh nng cnh tranh vi cc nc. Trong xu th hi nhp FTA, gia nhp WTO, nh vy vic ASEAN, Trung Quc hay cc nc no khc cng khng thnh vn . Vic hi nhp s gip cho cc doanh nghip tn dng c th trng ca cc nc . i vi th trng Lo, trong tm tr ca h hng Vit Nam c cht lng khng thua g hng ca Thi Lan hay cc nc khc, v ngi tiu dng nh gi rt cao mt s mt hng cu Vit Nam nh hng may mc, vt liu xy dng, hng tiu dngbn cnh , cc chnh ph Lo, Campu chia, Philippines.. c thc hn gim thu cho mt s mt hng, y l c hi cho cc doanh nghip Vit Nam. Bn cnh nhng c hi trn, cc doanh nghip cng ang phi i mt vi nhng thch thc ln m ngnh quan tm. l, cng ty phi cnh trnh vi cc cng ty trong nc, l do nhiu cng ty nc ngoi sn xut ti th trng Vit Nam ha s % sn lng xut khu , nhng trn thc t li cnh tranh bn ni a nhiu hn. Cc doanh nghip cha ch n vic tm hiu th trng nc ngoi, qung co cn yu v cc doanh nghip a hng sang li khng ch theo di vic phn phi , i tng tiu th ca mnh. III. 1. MT S GIi PHP NHM M RNG TH TRNG S V

SINH CA CNG TY y mnh cng tc nghin cu th trng. a. Nghin cu th trng trong nc.

SVTH: TRN TH THU THO

40

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Vi dn s gn 80 triu ngi vo nm 2000, khong 88 triu ngi vo nm 2005 v gn hn 100 triu ngi vo nm 2010, nc ta l mt h trng y tim nng cho cc doanh nghip sn xut s v sinh ca nc ta. Theo d bo nhu cu s dng sn phm s v sinh nc ta c xu hng tng ln n 2,5-3,0 triu sn phm vo nm 2005 v 3,0-3,5 triu sn phm vo nm 2010. Cng ty cn nm bt xu hng vch ra chin lc kinh doanh cho ph hp, p ng c nhu cu th trng trong nc,v c th thay th hng nhp khu. b. Nghin cu th trng nc ngoi. Th trng Philippines. a. Vi nt c bn v philippines: th : Manila dn s: 84.525.639 triu ngi(7/2002) din tch: 300.000 Km2 tc tng trng: 3,5%( 2002) tng thu nhp quc dn : 85 t USD(2002) t l % cc ngnh ch cht trong nn kinh t: dch v 45%, cng nghip 34%, nng nghip chim 21% Philippines l nc nng nghip, cy trng chnh l la ng, da, chui, da, c ph, thuc l, bng , ay, cc loi u v cy Abaca ly si. Cng nghip ca philipin ch yu l khai khong, g v ch bin thc phm. mt s ngnh mi ni ln l lp rp in , t v in t. Philippines bun bn ch yu vi M, Nht, i Loan, EU, ASEAN, Trung ng v Trung Quc. cc mt hng xut khu chnh l sn phm da, ng, g, ng thi, hng may sn, in t, in, hoa qu nhp khu chnh l d m, than , st thp,vt liu xy dng, thit b my mc, lng thc, ho cht T 1946, vi chin lc thay th hng nhp khu, kinh t Philippines bt u pht trin v c tc tng trng cao hn Indonesia, Malaysia v Thi Lan. Sang thp k 70, vi chin lc hng vo xut khu, kinh t philipin c mt s kt qu tch cc: GNP nm 1979 t 7,5% v bnh qun u ngi t 590 USD.
SVTH: TRN TH THU THO

41

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

T nm1983, kinh t Philippines khng hong. n nm 1986, c s h tr tch cc ca cc nc t bn ln v cc t chc ti chnh quc t, kinh t Philippines phc hi. Nm 1996, GP t c 7,1% , d tr ngoi t t 11,6 t USD, FDI t 5,5 t USD, thu nhp bnh qun u ngi t 1.090 USD. t 1998 n 2000 do khng hong ti chnh- tin t khu vcv tnh hnh ni b Philippines bt n nn kinh t Philippines suy gim. Gi tr ng Peso gim mc thp nht. xut khu gim t 19%(1999) xung 6,7% nm 2000. N nc ngoi tng (52 t USD). d tr ngoi t vn mc 14 t USD. t l lm pht tng 6%. Nm 2002 , kinh t Philippines tuy c phc hi nhng chm: GDP 3,8% ( nm 2001 l 3,3%); d tr ngoi t vn mc 15,7 t USD; xut khu t 30,5 t USD( gim 15% so vi nm 2000); FDI t 750 triu USD( gim 53% so vi nm 2000). V nm 2003 c 4.3%. V chnh sch thng mi: a dng ho th trng v ngun cung cp; m rng c s xut cng hin ti( cvn cn yu) chuyn sang nn kinh t m ca v pht trin cng nghip a phng; bi b hu ht cc thu xut cng, gim thu nhp, n gin ho cc th tc mu dch v cam kt t do ho cc hn ch nhp cng( hin ch nh hng n 10% cc mt hng nhp ). Tim nng pht trin mu dch ca philipin da trn cc li th: ti nguyn phong ph, lc lng lao ng r v cc k thut vin lnh ngh. b. Cc iu cn bit khi xut cng sang Philipin Philippines ra chng trnh t do ho nhp cng nhm bi b cc hn ch Nhn chung, hng c t do nhp , nhng cng c mt s mt hng nhp phi v s lng 3000 hng mc hng ho. chu s qun l ca Ngn hng trung ng. Theo ,cc chp thun nhp cng ca nh nc nhm : Bo v sc kho, an ninh v phc li cng cng Pht trin v hp l ho cc ngnh k ngh trong nc m bo cung cp cc mt hng trong nc Cho php gim st tnh hnh mu dch nhm thng bng thanh ton.

SVTH: TRN TH THU THO

42

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Giy php, hn ngch v c quy nh cm nhp cng : nhp cng c phn C th nhp t do Cm nh ch c iu chnh T do ho nhp cng

thnh 5 loi:

Cc yu cu v ng gi v dn nhn hiu: Bt c hng ho no nhp m

ng gi hoc dn nhn sai, hoc khng ng vi mt s c im, s lng v tr gi hng ghi trn container iu b xem l nhp bt hp php. Tnh cht ca nguyn liu v tnh trng hng phi ph hpvi cc iu kin ghi trn nhn hiu. Kim nghim hng: tng cng ty kim nghim SGS dng gim nh hng nhp. vic kim nghim hng chim gn 1/5 tr gi kim ngch nhp cng ca Philipinnes. Cc quy nh v nhp cng: Mi hng nhp tr gi trn 1000 USD cn phi thc hin bng th tn dng (L/C). Tuy nhin c cc trng hp min L/C ( nh t mua tp ch di hn nhm mc ch phi thng mi) Vic tham gia cc hip nh hng ho a phng v vng ph cn: Philippines tham gia c hip nh mu dch song phng vi cc nc thuc CAP trong c Vit Nam(9/1/1978) Tham gia cc hip nh v hp tc kinh t vi 7 nc, trong c Vit Nam(8/1/1978). Ni chung , Philippines c tt c 40 hip nh vi cc nc . Philippines l thnh vin ca hip nh v thng mi v hp tc kinh t: Hip hi cc nc ng Nam (ASEAN) v hip nh bun bn u i (ASEAN PTA). Philippines tham gia vo c hip nh thng mi a phng: hip nh chun v thu quan v mu dchj GATT, Hip nh GATT v cc th thc cp giy php nhp cng, Hip nh ca GATT v cc hng ro k thut i vi bun bn, hip nh ca GATT v tr cp v thu.
SVTH: TRN TH THU THO

43

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Philippinse tham gia 7 hip nh v vn ho: hip nh g nhit i(ITT), hip nh c ph quc t(ICA), hip nh ng quc t(A); hip nh thic quc t(TA); hip nh ca GATT v mu dch quc t hng dt (MFA); cng c ca EC v mu dch quc t cc loi ng thc vt hoang d nguy him(CITES). Philippinse phn loi thu quan da trn c s Bng phn loi ca hi ng fhp tc thu quan CCCN ca Lin Hip Quc. Kh nng chuyn i ca tin t: n v tin t l Peso Philippines c chuyn i t do; ng peso c duy tr tng i n nh; t gi hi oi c cc ngn hng t nhn thng bo trong phm vi hng dn ca Hip hi ch Ngn hng Philippines(BAP) a ra. Cc mt hng nhp cng ch yu: nhin liu khong , du bi trn,cc nguyn liu lin quan, nguyn liu v ph tng sn xut thit b in, my mc khc ngoi my in t; my mc in; cc kim loi c bn; cc hp cht ho hc ; cc vt liu v sn phm ho cht pha tp v gy n, ng cc v sn phm ng cc; hng k ngh kim loi. Th trng Campuchia a. Vi nt c bnv Campuchia. Dn s Dn s : 13,4 triu ngi( thng k nm 2002) Din tch: 181.035 km2 Tc tng trng : tng trng kinh t nm 2002 t 5,5 % Tng thu nhp quc ni: Tng GDP 3,6 t USD( s liu cu IMF), GDP/ ngi: 268 USD/ ngi. T l % cc ngnh ch cht trong nn kinh t( nm 2000): Nng lm- ng nghip l 37,6%, cng nghip 23,5% v dch v 35%. - Campuchia l nc nng nghip vi 20% din tch t nng nghip, 70% dn s lm ngh nng. Campuchia c nhiu tia nguyn him nh: qu, hng ngc, g. Campuchia cn c Angkor Wat l k quan th gii.
SVTH: TRN TH THU THO

44

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

Campuchia, ngi Khmer chim 90% dn s, ngoi ra cn c cng ng ngi Trung Quc, Thi lan, Vit Nam, M Lai, ngi Chm , ngi Lo v ngi Min in. ngi Khmer lun c coi l dn tc chnh thng, chim a s. ngn ng chnhc quy nh l ting kh me. Mi cng dn campuchia c coi l ngi mang quc tch Kh me ch khng dng t quc tch Campuchia Ngi campuchia mang nhng nt vn ho ring so vi cc dn tc khc trn th gii. Ngi Camphuchia chu nh hng su sc ca nn vn ho ng- n . - V kinh t, Campuchia l nc nng nghip, sn phm ch yu l la, ng,cao sau, thuc l,thu sn Campuchia c nhiu ti nguyn qu him nh qu, hng ngc, vng, g. Ngoi ra , Campuchia c Angkor Wat l mt k quan ni ting ca th gii, tr thnh th mnh ca ngnh du lch campuchia. Nn cng nghip ca campuchia cn rt yu km, ch yu l hng cng nghip dt v gia dy, cng nghip nng cha c g. Hng nm Campuchia phi nhp siu hng trm triu USD. - Sau hip nh Pari v campuchia, mt s nh u t nc ngoi vo kinh doanh , u t Campuchia: Trung Quc, i Loan, Hng Kng, Hn Quc, Nht Bnch yu u t vo cc ngnh dch v, cng nghip nh, cng nghip may mc v khch sn. Nhng do tnh hnh chnh tr cha n nh, b my hnh chnh cng knh v c t nn tham nhng, hi l nng n nn u t ca nc ngoi vo campuchia cn b hn ch . Tng trnge kinh t trong nm 2002 t c 5,5% . lm pht 5%; 40% ngn sch quc gia hng nm ca Campuchia ( khong 500 triu USD) phait ph thuc vo vic tr ca nc ngoi. Thng 9/2003. Campuchia tr thnh vin ca t chc Thng mi Th gii(WTO) b. Nhng quy nh, hi quan v nhng tiu chun mu dch ca Campuchia - Hng ro mu dch: chnh ph Campuchia xo b hu ht cc hng ro mu dch phi thu quan. v kh v dc phm i hi phi c giy php nhp khu. Giy php xut khu theo yu cu cho c mt hng nh c, cao su v g. Xut khu hng may mc yu cu phi c giy chng nhn xut x (CO) ca b thng mi Campuchia.

SVTH: TRN TH THU THO

45

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

- Thu hi quan: thu hi quan ang c n gin ho theo 4 h thng vi t l t 0 n 120 % nh sau: + Hng xa x bao gm xe t, ru, thuc l, nc hoa, v kh, m phm chu mc thu 70% + Hng thnh phm bao gm v tuyn , raio gia dng chu mc thu 35% + My mc thit b chu thu 15% + Nguyn liu th nh xi mng.,st , gch ngi,cc mt hng thit yu cho cuc sng bao gm tht ,c, hoa qu chu mc thu 15% + Nhng mt hng sau c min thu nhp khu: thit b v u vo cho nng nghip, my mc, thit b ging dy, c phm v hng th thao. Tuy nhin n ng mt hng ny pha chu 10% thu VAT. Gim nh hi quan: Campuchia hin ang trong tin trnh thit lp li h thng kim nh trc khi vn chuyn theo Tng Cc Gim St(SGS). Bt c hng nhp khu no vn chuyn trong mt Container va mt chi ph hn 5000 USD th phi chu gim nh trc khi vn chuyn.(SGS c 1170 vn phng 140 nc) Giy php nhp khu: giy php nhp khu c xo b loa tr i vi v kh v dc phm. giy php nhp sng n phi do B Ni v cp cn dc phm do B Y t cp. Giy t v xut nhp khu: chnh ph Campuchia yu cu cc nh nhp khu v xut khu phi cng cp vn n, danh mc ng gi v ho n gia hng. Hng ho chuyn qua Vit nam bng sng Mekong cng phi c giy php qu cnh. Campuchia khng thit lp h thng nhp cng tm thi. c. Hng cm nhp khu: thuc ng, ho cht v cht liu c hi v gy n. H thng phn phi ti th trng Campuchia.

Phng thc i l bn hng ch yu c cc DNNN v mt s cc doanh nghip t nhn p dng. hin phng thc ny ch chim t 5- 10% tng s c doanh
SVTH: TRN TH THU THO

46

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

nghip tham gia xut khu vo th trng Campuchia. Vi s lng v kim ngch cn thp nhng phn no cc i l p ng hiu qu nhu cu ca th trng Campuchia hin nay. Cc i l bn hng th trng Campuchia cho cc doanh nghip Vit nam thng khng ln, li phn b ch yu Phnmpnh v cc th x,, th trn,c trung tm thng mi ca cc tnh,cc huyn c chung ng bin gii trn b vi Vit Nam.,cn cc khu vc khc th hu nh khng c. Tuy nhin, s lng i l ay cn qua t, quy m nh, doanh s bn ra cn thp, do chi ph vn ti v chi phi qun l trn n v hng ho cn cao lm gim hiu qu ca hot ng kinh doanh.Ngoi ra, cht lng phc v cc i l ny cn qu thp, cc i l bn hng tiu dng th c cu hng ho cha a dng phong ph, cc dch v sau khi bn cn hn ch Mt khc, nhn chung cc c quan qun l nh nc ,cc a phng c chung ng bin gii trn b vi Campuchia cng cha quan tm ng mc pht trin h thng i l bn hng th trng Campuchia, cha pht huy c y udr vai tr ca nh nc trong vic nh hng v t chc phng thc bn hng th trng nc ngoi , thiu s h tr tch cc v cc chnh sch, k thut cng nh hot ng ngoi giao. vy vic s dng cc phng thc i l cu cc doanh nghip Vit Nam ti th trng Campuchia cng cha tht hp l, hu ht l i l hoa hng. mc d gi c hng ho v mc hoa hng c cc doanh nghip Vit Nam quy nh c th nhng h vn thay i gi tu tin. Cn i vi i l kinh tiu,ngi giao l ch quy nh gi phi tr cho ngi giao i l cn gi bn ra th trng do cc i l quyt nh. Ting th lao l khon chn lch gia gi thc t bn ra th trng vi gi c quy nh trong hp ng i l; do , pha i l tu tin trong vic nh gi bn ra th trng v thng nh gi rt cao, iu ny lm gim doanh s bn ra v uy tn cu cc i l Vit Nam trn th trng Campuchia. T nhng phn tch trn, m rng h thng i l bn hng nhm y mnh xut khu sang th trng Campuchia trong thi gian ti, cng ty cn phi:

SVTH: TRN TH THU THO

47

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

- Cng ty cn phi nghin cu k hn th trng Campuchia xc nh c quy m,cu trc v c im ca th trng . t thit lp h thng i l v mt hng i l cho ph hp. cn cung cp cc thng tin cn thit cho i l. cn phi m cc lp tp hun nng cao nh thc kinh doanh, c bit l nghip v lm i l bn hng nng cao hiu qu bn hng cho cc i l. - Doanh nghip nn tr tin thudf lao cho i l trn c s quy nh gi bn trn thtng v tin th lao c tnh theo t l phn trm cu gi bn. Khng nn p dng hnh thc tr th lao trn c s quy nh gi bn trn hop ng cn i l c quyn quyt nh gi bn trn th trng, lm nh vy d to iu kinc ho cc i l ru tin nng gi bn, gy kh khn cho hot ng qun l. 2. Hon thin khu cho hng a. S cn thit hon thin khu cho hng ca cng ty. Cho hng l mt bc quan trng trong mi giao dch khng th thiu c. i vi cng ty trn t cch nh xut khu th y l yu t c tnh cht quyt nh c bn c hng hay khng ? Mun thuyt phc v kch thch , hp dn khch hng mua hng th bng cho hng ca cng ty a rda phi hp l, hp dn v c tnh thuyt phc. Bng cho hng cn phi c s bo mt v gi ngn chn s cnh tranh v gi ca cc i th khc. Trong thi gian qua, cng ty vn cha ch trng n vic to mt cho hng nhm li ko thu ht s t hng ca khch hng, cho hng ca cng ty ch yu l tr li cc cu hi cu khch hng mt cch my mc, cng ty ch a ra khung gi ph hp vi tng s lng hng c th. Tuy nhin bng cho hng cha c nhng iu kin giao dch nhm thu ht s quan tm ca khch hng. Thm vo , hu ht mi cho hng ca cng ty iu l cho hng t do, khng rng buc trch nhim php l cu cng ty i vi khch hng, do khch hng thng do d vi nhng cho hng ca cng ty, h khng bit cng ty c bn ng hng nh bo khng? Chnh nhng hn ch trn nn cng ty cn phi hon thin khu cho hng. nht l trong thi gian nay cng ty hng sang th trng xut khu. nh vy trnh tnh

SVTH: TRN TH THU THO

48

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

trng sau khi cho hng , khch hng phi gi in hi thm v cc giao dch khac, lm cho vic cho hng ko di thi gian v tn km chi ph giao dch. b. iu kin cho hng ch ng v kh nng p ng cc iu kin ca cng ty. vi tnh hnh th trng hin ti ngi mua th t m ngi bn th nhiu c bit trong ngnh s c\v sinh m cng ty ang kinh doanh th mc cnh tranh ang din ra ngy cng gay gt, c bit l gia nhng cng ty sn xut s v sinh trong nc. c th m rng th trng xut khu, cng ty khng nn th ng ch khch hng gi th hi ga n m cn ch ng pht bo gi n h. trn c s nghin cu tnh hnh th trng s v sinh ,thi quen mua hng ca khch, nhn bit khch hng c nhu cu v sn phm s v sinh , cng ty nn tin hnh ch ng gi th cho hng n cho khch, cho hng nhng loi m cng ty c th sn xut, p ng, phh hp vi nhng nhu cu ca khch hng .Vic lm ny c tc dng kichd thch , duy tr nhu cu mua hng vi cc bn hng quen thuc. ng thi l mt dp tt cng ty gii thiu v mnh, v mt hng chuyn sn xut v kinh doanh l sn phm s v sinh. i vi khch hng mi nhm khi dy nhu cu mua hng ca h. iu kin cng ty ch ng giao dch, cho hng: sn phm ca cng ty c kh nng p ng nhu ccu th trng , khch hng, cng ty c kh nng p ng c s hng m khch mua. Cng ty c qu ut n t hng. th trng thuc v ngi mua. i vi th trng Campuchia: cng ty c kh nng p ng v mu m, cht mu m, cht lng, gi c.

Kh nng p ng ca cng ty: tu thuc vo tng th trng, khch hng: lng, v kh nng giao hng ng s lng, thi gian. Cng ty cn ch ng cho hng gii thiu hnh nh cu cng ty v sn phm ca cng ty. Nn dng cho hng c nh nhng ch cho hng vi s hng bn va phi, cng ty c kh nng sn xut.

SVTH: TRN TH THU THO

49

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

i vi th trng philippines: cng ty c kh nng p ng v mu m, cht

lng .cng ty cn ch ng cho hng, c th tu hnh thc cho hng m la chn khch hng c th. Cng ty nn quan tm n khu cho hng bi chnh l c s cho vic cng ty c bn hng c hay khng, c thm nhp c vo th trng hay khng. 3. M rng hnh thc giao dch bng cch gp g trc tip a. S cn thit phi hon thin khu giao dch m phn bng cch gp g trc tip. hu nh cng vic giao dch m phn trc tip ti cng ty t trc n nay t din ra. vic t chc chun b cho m phn trc tip ch l theo tng thng v c th, cha nm trong t th sn sng i ng vi nhng khch hng vng lai thng xuyn ca cng ty v ch l thng v xut khu c gi tr nh ch din ra rt n gin v nhanh chng. Nh vy i vi cng ty s v sinh hin ti th cng tc m phn trc tip cha c ch trng v cha c mt v tr nht nh trong kinh doanh xut khu sn phm s v sinh cu cng ty. Tuy nhin , trong tng lai nhm khng ngng m rng th trng, gia tng kim ngch xut khu, nng cao hn na hiu q kinh doanh, xut khu sn phm s v sinh v mc ch ca cng ty khng hn ch l k kt hp ng m tm kim c hi lm n lu di, thit lp cc nguyn tc chung v giao dch bun bn gia hai doanh nghip. nh vy cch thc ti u t c nhng mc ch trn l mt cch c hiu qu l tt chc gp g trc tip. Khi quy m ca vic mua bn gia cng ty v khch hng tng ln hay gp phi nhngvn phc tp, b tc trong thi gian di gp g trc tip gia hai bn s y mnh tc thng lng v qu trnh giao dch s nhanh chng c gi quyt dt im. y cng l hnh thc hiu qu nht m cng ty nn p dng trong vic gii quyt vn tranh chp ang ri vo b tc lu di m giao dch thng qua th tn cng ty khng th gii quyt c. Thm vo , m phn trc tip cng ty m c th c c hi tip xc vi nhng con ngi thc s iu khin s vn ng cu i tc, s vn ng ca cng ty, i
SVTH: TRN TH THU THO

50

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

tc th hin mnh r hn, t cng ty xy dng nim tin lm nn tng cho vic k kt hp ng cng nh hnh thnh mi quan h hp tc lm n lu di. Hn na trong kinh doanh nc ngoi h thng rt thch c m phn trc tip trn c s thn thin h coi y l thi tn trngv tin tng nhau hn. Chnh v vy, vic hon thin phng thc giao dch m phn bng cch gp g trc tip l ht sc cn thit cho vic k kt hp ng xut khu s v sinh vi khch hng, m rng th trng cho cng ty. b. nhng kh nng p ng ca cng ty i vi m phn trc tip Trng hp cho m phn trc tip: Khi cn phi tho thun nhng vn phc tp khng th kt thc bng vic giao dch th tn. Khi c mt giao dch c gi tr ln, lu di. Cn b m phn phi c trnh nng lc , ngh thut trong m phn. Kh nng p ng ca cng ty. v phn cn b trong cng ty , hin nay hu ht l nhn vin tr kinh nghim cha nhiu, do mun m phn c kt qu tt cng ty cn phi hun luyn thm cho h, bn cnh cho nhn vin theo tham gia cc cuc m phn ca tng cng ty vi cc i tc. Cng ty nn yu cu vi tng cng ty cho nhn vin i hc hi thm cc n v thnh vin trong cc cuc m phn trc tip gia cc n v vi cc i tac ca h. c. Thc hin tt cng vic trc khi i vo m phn trc tip. Hnh thc m phn trc tip l rt tn km so vi cc hnh thc m phn khc cng v l , cng ty mun t c mc tiu ra trong thng v lm n th phi tin hnh cng tc chun b tht chu o nhm gip cc thnh vin trong on c y thng ti v i tng m phn, d tnh trc mt s tnh hung xu c th xy ra. Vi vy, chun rb k lng khi tin hnh m phn trctip l vic ht sc cn thit, cng tc chun b cng chu o, cng y th c hi nm bt c thees ch ng trn bn m phn cng nhiu v kh nng thnh cng cng cao. trc khi i vo m phn trc tip mt thng v c th, cng ty cn chun bj thm cc noi dung sau:
SVTH: TRN TH THU THO

51

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

4.

nh gi li bn thn cng ty Phn tch i tc m phn Tm hiu tm l , thi ca khch hng trong bn m phn T chc i ng m phn c hiu qu nht. la chn a im v thi gian m phn thch hp Xc nh mc tiu m phn. Nng cao cht lng sn phm

Trong thi bui cnh tranh khc lit hin nay, cht lng sn phm l mt trong nhng yu t quyt nh kh nng cnh tranh ca sn phm. Chnh v vy nhm gi vng th trng , m rng thm cc th trng cng ty cn phi quan tm n vic nng cao cht lng sn phm p ng nhu cu ngy cng cao ca khch hng nht l khch hng quc t. nng cao cht lng sn phm cng ty nn thc hin cc bin php sau: - sn phm s v sinh phi c im ni bt, vt tri hn v gy khc bit: b x phi gn nh, d lp t, vanh hp phi kn trnh b r r nc. Kt nc phi c tiu chun ho , khng cng knh v c kh nng thay th khi gp s c v mt k thut, khng to ting n cng nh tit kim khi x nc.Ngoi ra, phn ph kin cn phi thit k theo hai kiu nt n, np y cn pha gn nh v c bit ming nha np khng c cnh , khng c qu cng trnh tnh trng kh ngi..Vy cng ty cn ch n ph kin ca sn phm s v sinh. ngoi ra cng ty nghin cu thm quy trnh nung ca mnh trnh tnh trng nt mc trong khi nung, v to bng p cho sn phm khi phun men. - Nng cao cht lng ngi lao ng: con ngi l yu t quyt nh to nn s thnh cng ca doanh nghip . to c ngun nhn lc c tay ngh cao cng ty phi: o to nng cao trnh chuyn mn cho ngi lao ng: hng nm cho cng nhn i hc nhm nng cao kin thc v kinh nghim lm vic cho ngi lao ng nng cao cht lng lao ng v nng cht lng sn phm, gim t l ph phm. To nhiu ng lc thc y, khuyn khch ngi lao ng
SVTH: TRN TH THU THO

52

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

5.

t xy dng thng hiu

Vit pht trin nhn hiu l yu t rt quan trng th hin thng hiu cng nh uy tn ca cng ty. Trc y, thun tin trong vic giao nhn cng nh ngi tiu dng d nh th cng ty s Thanh Tr thng dng mt s tn t cho cc mt hng nh: Monaco, Rose.. to n tng v san rphm Viglacera. Chnh v ht , cn thit phi c tn nhn hiu thu ht cng nh to cm gic d nh trong ngi tiu dng i vi sn phm. Hn na , cc mt hng ca cng ty hng n xut khu sang th trng nc ngoi th phi c mt thng hiu, c nh vy cng ty mi c th tn ti c trn th trng . Do tnh quan trng ca thng hiu, nn n tr thnh mt ti sn khi nh gi doanh nghip. Thng hiu l mt ti sn c trin vng c khai thc trong tng laiv u t cho xy dng, qung b thng hiul rt c li nht l trong pht trin kinh t. 6. Xy dng h thng chnh sch marketing. a. Chnh sch sn phm: - Tip tc phn phi cc sn phmhin ti cu cng ty, y l mt trong nhng ni dung ca chnh sch chng loi sn phm. Theo xc nh c cu chng loi mt hng thch hp m cng ty c th cung cp v p ng nhu cu th trng theo mc tiu kinh doanh ca mnh. - Ci tin v pht trin sn phm mi: thm nhp su hon th trng hin ti ca cng ty cng nh nhng on th trng tim nng khcbo m cho hot ng sn xut kinh doanh ca cng ty lun theo kp nhu cu v th hiu a dng ca khch hng.Chnh sch cng ty cn quan tm l chnh sch i mi thch nghi sn phm, vi chnh sch ny cng ty s hon thin v nng cao cc c tnh s dng ca sn phm trong s thch ngvi nhu cu ca ngi tiu dng. C th, cng ty s hon thin v cu trc , kiu dng, kch c sn phm,nghin cu v thit k sn phm mi cho ph hp vi yu cu ca khch hng v gp phn ci thin v doanh s v li nhun cho cng ty.

SVTH: TRN TH THU THO

53

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

- Cng ty cn tham gia nhiu hn vo cc hi ch, t chc hi ngh khch hng, c nh vy cng ty mi c th gii thiu sn phm v ghi nhn c nhng kin ng gp ca khch hng. b. Chnh sch gi - Gi c s l yu t quyt nh s thnh cng hay tht bi ca mi doanh nghip. Chnh v l , cng ty phi lun coi trng, ch n gi c, phi nhy bn xy dng cho mnh mt c cu gi linh ng ph hp vi nhng chuyn bin ca th trng trong nc cng nh trn th gii. - Phng php nh gi: nh gi hng ra th trng : l phng php nh gi ch yu vo c nhn t khch quan tac ng v chi phi ti hot ng kinh doanh ca cng ty t pha khch hng v s cnh tranh cu th trng. Trong cng ty tp trung ch yu vo vic nh gi da theo s cnh tranh nhng c s ch trng n chi ph ca cng ty xt trong mt s trng hp cn thit. - Khi p dng chnh sch nh gi ny, c th a ra m gi hiu qu, cng ty cn phi thng xuyn nghin cu, thm d cc mc gi cu cc i th cnh tranh thng qua cc tp ch v sch bo v thi trng. Qua xc nh cho mnh mt mc gi thp hn hoc bng gi bn ca i th cnh tranh khc trn th trng. - Ngoi ra cng ty nn dng hnh thc gi linh ng kch thch tiu th , tng kh nng cnh tranh nh: chnh sch gi chit khu tr ngay. Chnh sch gi chic khu s lng. c. Chnh sch phn phi. Cng ty cn tng cng chin lc phn phi rng ri hn na trong thi gian n tim kim c nhiu khch hng mi v m rng th trng - i vi th trng trong nc: tng cng v nng cao hiu qu hot ng cc knh phn phi sn c , ng thi thit lp thm mng li phn phi khu vc min bc. - i vi th trng xut khu: cng ty cn tm hiu k hn v th trng , t c th la chn knh phn phi thch hp cho cng ty.Cng ty nn lin h trc vi cc doanh nghip Vit Nam ang c chi nhnh nc ngai lm u
SVTH: TRN TH THU THO

54

Chuyn thc tp tt nghip

GVHD: NGUYN XUN LN

mi tiu th cho sn phm ca cng ty v phn phi cho cc i l khc, tng bc m rng mng li phn phi. - Thit lp h thng bn hng qua mng: ngy nay khi thi i cng ngh thng tin ang bng n v pht trin mnh, phng thc bn hng qua mng ngy cng tr nn ph bin nht l cc nc ang pht trin, cc doanh nghip c xu hng trao i thng tin, t mua hng qua mng. hin ti cng ty vn cha thit lp hnh thc bn hng theo kiu ny. l nh xut khu cng ty nn bit lp phng thc ny, hnh thc bn hng ny s gip cng ty qung co hnh nh ca mnh hiu qu hn v d dng hn trong vic tm kim i tc, m rng th trng. d. Chnh sch c ng , khuych trng hot ng phn phi c hiu qu, cng ty cn tng cng qung co, tuyn truyn, khuyn mi nhm to nim tin cho khch hng khi mua hay s dng sn phm. i vi cc ca hng nh, cng ty cn trang b cho h nhng bn hiu ca cng ty , v cung cp hng mu cc ca hng trng by. Thng qua c hi ch hay hi ngh khch hng cng ty c th qung b hnh nh ca cng ty mnh vi ngi tieu dng, i vi th trng xut khu cng ty cn nghin cu k v phong tc tp qun cng nh nhng lut l quy nh bt buc ti cc nc, thi quen tiu dng, vn ho x hi ca vng , c th a ra cc chng trnh qung co v qung co trn cc phng tin thch hp.

SVTH: TRN TH THU THO

55