PHT TRIN TH TRNG NNG SN

TS. Nguyn Thanh Hin Trung tm Pht trin Nng thn Min Trung i hc Nng Lm Hu
I. KHI NIM C BN I.1. Th trng l g? Th trng l ni ngi mua v ngi bn gp nhau trao i hng ha v dch v. Theo ngha hp, th trng l mt ci ch c a im nht nh trao i hng ha v dch v. Th trng cng c th c xc nh bng nhu cu v sn phm hoc dch v. Theo nh ngha ny, th trng l mt nhm ngi c nhu cu v sn sng tr tin tha mn nhu cu . I.2. Chc nng th trng Chc nng tha nhn: Tha nhn tc l ngi mua (ngi tiu dng) chp nhn hng ha Chc nng thc hin: Th trng l ni din ra cc hnh vi mua v bn hng ha Chc nng iu tit, kch thch: Th trng s to ra s gia tng hay hn ch cung/cu. Chc nng thng tin: Cung cp nhiu thng tin lin quan n sn phm, c nhiu thng tin nn vic x l, sng lc thng tin l cn thit I.3. Phn on th trng Trn th trng c nhng nhm khch hng m nhu cu tiu dng ca h v mt sn phm hay dch v l khc nhau, iu ny ph thuc vo mc thu nhp, tui, tn gio, gii tnh.... Nh vy phn on th trng l qu trnh nhm tho mn mt cch tt nht nhu cu v s thch ca tng nhm khch hng.

Phn on th trng l g? L mt nhm ngi mua c cng nhu cu v s thch

V d: Phn on th trng chui mt mc Thnh ph Hu

Chui cng loi 1, loi 2

Chui

Ngoi Hu

C s sn xut kem, bnh

Chui cng loi 3, loi 4 I.4. Phn loi th trng

Chui khng cng c (loi 5, 6)

Cn c vo chc nng ca cc thnh vin tham gia th trng m ngi ta chia th trng thnh 3 loi
TT u vo

TT ngi bun bn v trung gian

TT ngi tiu dng

I.4.1. Th trng cc yu t u vo (th trng t liu sn xut): Th trng cc yu t u vo ca nng nghip l tp hp cc c nhn, t chc mua v bn t liu sn xut u vo (phn, ging, thc n...) cng nh dch v (thy li, lm t, tim phng...) nhm phc v cho qu trnh sn xut ra sn phm 2

I.4.2. Th trng ngi bn bun v trung gian: Th trng ngi bn bun v trung gian l tp hp nhng c nhn hay t chc mua hng ca ngi sn xut v bn li cho ngi khc hoc bn cho ngi tiu dng kim li. Thng thng, ngi nng dn rt t khi bn sn phm ca mnh n tay ngi tiu dng/ ngi s dng cui cng v hng nng sn c nhng c im kh c th (xa th trng, nhiu sn phm cn th cn phi ch bin, sn phm nh l...). Nhng ngi tham gia vo th trng ngi bn bun v trung gian bao gm: Ngi thu mua lu ng: y l nhng ngi trc tip thc hin vic mua bn vi nng dn. Mua bn nh. Ngun vn hn ch. Thng bn sn phm ngay sau khi mua v rt t khi bo qun lu ngy. Mua bn nhiu loi nng sn. S tham gia ca h vo th trng cng mang tnh thi v cao, i khi h Phng tin vn chuyn n gin.

cng tham gia vo cc hot ng canh tc. Thng nhn u mi (ngi bn bun s cp): H l nhng thng nhn mua hng t nhng ngi thu mua lu ng hay t nng dn. Bn cho cc nh bn bun vi s lng ln; Thng phn b ch nng thn hoc th trn; C th s hu hoc thu cc phng tin vn chuyn bng t v cc c s

vt cht c quy m nh lu hng ha. Ngi bn bun: L nhng thng nhn mua hng vi s lng rt ln t cc thng nhn u mi, ngi thu mua hay nng dn. Cung cp hng ch yu cho cc u mi bn l v ngi tiu dng Thng phn b khu vc thnh th/cc ch u mi. S hu hoc thu cc phng tin vn chuyn bng t v cc c s vt

cht c quy m va/ln lu gi hng ha. Ngi bn l: L nhng ngi phn phi sn phm ti ngi tiu dng Mua sn phm v cung cp cho ngi tiu dng bng cc hnh thc khc Mt s ngi bn l chuyn bn mt mt hng c th, trong khi mt s khc nhau, ti nhng thi im thun li ( bn rong, siu th, i l...) bn nhiu mt hng.

C s ch bin: C s ch bin l nhng c nhn hoc cng ty tham gia vo s bin i cc ngnh hng nng nghip. (v d: Nh my tinh bt sn Phong in). C s ch bin c th l mt doanh nghip nh, h gia nh hoc mt cng ty ln. Cc c s ch bin nh thng p dng cc phng php sn xut truyn thng, s dng nhiu cng lao ng v phn b nng thn hoc thnh th. Nhng c s sn xut ln thng c kho ln cha nguyn liu th nhm m bo hot ng ch bin lin tc v tn dng ti a cc trang thit b trong thi k tri v. I.4.3. Th trng tiu dng: Th trng tiu dng l nhng c nhn hay gia nh mua hay bng mt phng thc trao i no c c th nng sn hay dch v phc v cho li ch ca c nhn. I.5. Cc c im ca th trng nng nghip I.5.1. Gi c d bin ng trong thi gian ngn: Tham kho gi bn bun mt s loi rau ti ch n L (H Ni) (VT: ng/kg, cy, m)
Chng loi Rau mung (m) Ci ngt X lch C ci Khoai ty B xanh Khoai s Hnh ty Bp ci 10/9/07 2.000 3.500 11.000 4.500 5.500 3.500 6.000 5.500 4.500 So 7/9/07 0 -500 0 0 -500 -1.000 500 -500 -1.000 So 3/9/07 400 0 500 500 2.000 500 1.500 1.000 0

Ngun: Tp ch Th trng Nng nghip, 2007. Gi ca cc nng sn c th thay i ng k v t ngt trong vng mt tun v thm ch mt ngy. S bin i gi nhanh chng thng do s phi hp km gia cung v cu. Nhng tht bi trong iu phi c th c tc ng mnh ti gi ca cc mt hng d hng nh hoa qu v rau, sn v c ti. Nhng nng sn ny khng th bo qun lu v phi bn i nhanh chng. Do , gi ca nhng nng sn c xu hng gim nhiu vo cui thi im bun bn hoc khi c mt lng hng ln t ngt xm nhp lm cung vt qu cu th trng.

I.5.2. Tnh ma v

Gi

u v

Gia v

Cui v

Ngun cung ca th trng nng nghip thng ch tp trung vo v thu hoch v tip sau v thu hoch t mt n hai thng khin cho gi ca sn phm trong giai on ny thp v sau tng ln ng k cho ti v thu hoch tip theo. Tuy nhin, cn lu rng tnh ma v ca ngun cung l khc nhau i vi cc nng sn khc nhau. Nhiu yu t/bin php c th ng gp vo vic n nh ngun cung, t c th lm gim tnh ma v. Ko di v to ra nhiu v thu hoch, a dng lch thu hoch trong phm vi c nc, nhp khu t nc ngoi trong thi im tri v v lu kho l nhng yu t/bin php quan trng nht. Pha cu cng c tnh ma v, mc d trng hp ny t xy ra hn so vi ngun cung. Tiu th v gi ca mt s nng sn c th c xu hng tng ln trong dp l tt do nhu cu tiu dng ca cc mt hng ny tng. V d: Nhu cu chui cng thng tng vo dp l nh rm thng 4, rm thng 7. I.5.3. S bin i v gi gia cc nm cao Gi cc mt hng nng nghip cng c th thay i ng k gia cc nm. iu kin t nhin (nh thi tit, su hi v dch bnh) l nhng nguyn nhn chnh ca s bin i gi ny do s tc ng ca chng ti ngun cung. V d, thin tai, su hi hay dch bnh c th nh hng xu n sn xut nng nghip v dn n s gia tng v gi. Ngc li, iu kin thi tit thun li c th c tc ng tch cc ti mc sn xut v khin cho hng ha nng nghip trn ngp th trng. Gi da chut xut khu ca Cng ty Chu Thi Bnh Dng:

330 325 320 315 USD/t?n 310 305 300 295 290 285 280 1998 1999 2000 2001 2002 2003 2004 2005

Nm

S phn ng ca nng dn i vi nhng hin tng trn lm gi c bin ng trm trng hn. Ngi nng dn c th phn ng vi s tng gi ca mt s ngnh hng c th bng cch m rng din tch canh tc v thm canh sn xut trong v tip theo dn ti c qu nhiu cung v gi thp trong thi im thu hoch. Tnh trng ngc li c th xy ra, ngi nng dn hn ch sn xut trong v tip theo khi gi sn phm b h thp. I.5.4. Ri ro cao Tnh ri ro cao l mt c trng ca th trng nng nghip. Bin ng gi l mt nguyn nhn chnh ca s ri ro. Ngi sn xut c th thy rng gi th trng vo thi im thu hoch khng chi tr cho cc chi ph sn xut trong khi cc thng nhn khng th kim li t cng vic bun bn ca mnh. Sn phm b thi, hng cng l mt ri ro. Sn phm nng nghip c th chu nh hng ca su bnh, b dp nt hoc gim gi tr trong qu trnh vn chuyn, lu kho, mua bn, khin ngi nng dn v thng nhn b thua l. I.5.5. Chi ph giao dch v marketing cao Gi do ngi s dng cui cng v ngi tiu dng phi tr thng cao hn rt nhiu so vi gi ban u ca sn phm m ngi sn xut bn ra, dn n kt lun rng cc thng nhn khai thc t ngi sn xut. Tuy nhin, chi ph marketing v cc ri ro thng l cch gii thch xc ng hn cho s khc bit ng k gia gi bn ra ca ngi sn xut v gi m ngi tiu dng phi tr.

Tp hp/thu mua cc sn phm nng nghip t nhng nng dn vng su, xa, sn xut nh l thng tn nhiu chi ph. Hn na, cc sn phm nng nghip thng phi vn chuyn qua qung ng di, trn nhng con ng cht lng km trc khi n tay ngi tiu dng. Cng vi qu trnh vn chuyn, cc sn phm cn c lm sch, phi/sy kh, phn loi, ng gi v qung co ngi tiu dng c th chp nhn. i khi, mt s hnh thc ch bin phc tp cn p dng v i hi thm chi ph ng k. Sn phm b thi, hng l trng hp ph bin. Bo qun v lu kho cng l mt hot ng lm tng chi ph cho thng nhn v nh ch bin. Cui cng, tt c cc trung gian th trng ny cn tin cng lao ng v to ra li nhun t hot ng ca h. I.5.6. Thng tin khng y Tip cn thng tin th trng yu km l mt nguyn nhn quan trng ca th trng nng nghip khng hiu qu. Kin thc v hiu bit khng y v th trng ca ngi nng dn hn ch kh nng hng ti cc c hi c li, p ng cc yu cu ca khch hng v m phn c mc gi hp l. Thng nhn v cc nh ch bin cng c th thiu tip cn cc thng tin quan trng, v vy, khng c kh nng iu chnh thch ng vi mi trng kinh doanh thay i. Ni mt cch tng qut hn, thiu thng tin dn ti chi ph tip th v ri ro cao v dn n phi hp khng tt gia cung v cu. I.6. Marketing l g? C nhiu nh ngha v marketing. Hu ht cc nh ngha u tp trung vo chc nng v mc ch ca marketing. nh ngha 1: Marketing l tt c cc hot ng v dch v tham gia vo vic a mt sn phm hay mt ngnh hng t sn xut n tiu th. nh ngha 2: Marketing l vic xc nh nhu cu th trng ca khch hng v tm cch tha mn cc nhu cu thng qua hot ng sn xut v cc hot ng marketing. nh ngha ny nhn mnh tm quan trng ca vic tha mn nhu cu khch hng v xy dng mi quan h lu di vi h. Mi quan h ny em li li ch cho c ngi bn v ngi mua. Nng dn v c thng nhn v ngi ch bin phi c li nhun. V khch hng phi nhn c gi tr trong sn phm hoc dch v h mua.

I.7. Chui gi tr Chui gi tr l thut ng c s dng m t nhiu knh th trng thng qua mt sn phm hoc mt dch v c chuyn ti ngi tiu dng. Nng dn him khi trc tip bn nng phm ti ngi tiu dng. Nng sn c xu hng c trao tay vi ln qua nhiu giai on khc nhau trc khi c tiu th. V d: Chui gi tr chui ti huyn Nam ng - tnh Tha Thin Hu:

Ngi trng chui

Qung Nam, Nha Trang, Bnh nh,...

Ngi thu mua ti vn/ch

Ngi bn bun

Ngi kinh doanh ti ch Ngi bn bun Hu Ngi tiu th I.8. H thng Marketing trong nng nghip

Ngi bn l

Ngi tiu th

Trong kinh doanh nng nghip, h thng Marketing ca mt sn phm nh sau: Tt c cc tc nhn tham gia vo sn xut v Marketing mt mt hng c th Cc chc nng m cc thnh vin thc hin Mi lin kt gia cc thnh vin trong h thng Dng lun chuyn hng ha Dch v h tr (nghin cu, t vn, cung cp u vo, vn chuyn, truyn C s h tng Mi trng chnh sch.

thng, thng tin th trng, ti chnh) -

Lut php, chnh sch Ngi tham gia

Cung

Cu

Chc nng

CS h tng

Bi cnh
KT-VH-XH

Dch v h tr

S h thng Marketing I.9 Chi ph Marketing trong nng nghip L tt c cc chi ph cho sn phm nng nghip sau khi ri khi rung/nng tri cho n khi c ngi tiu dng mua Chi ph Marketing ca thnh vin trung gian trong chui th trng Ngi thu mua lu ng Cng lao ng ca bn thn h, vn chuyn, lu kho v li tc vn lu ng C s ch bin Vn chuyn, tin thu lao ng, in thoi v fax, nc, thu c s, bo dng c s v trang thit b, thay th my mc h hng, nhin liu, lu kho, li tc vn Ngi bn bun Vn chuyn, tin thu lao ng, ph th trng, thu kho, li tc vn lu ng, in thoi, in v tht thot hng ha Ngi bn l Cng lao ng, tin thu lao ng, thu ca hng, ph th trng, li tc vn, hng khng bn c

I.10 Li nhun Marketing: L chnh lch gia gi mua v gi bn ca mt mt hng sn phm. Li nhun Marketing c th bao gm hoc khng bao gm cc chi ph bin i. Li nhun gp = Chi ph Marketing + Li nhun

Li nhun rng = Li nhun gp - Chi ph Marketing Ti sao cn tnh ton li nhun gp v li nhun rng? Gi tr gia tng c a vo sn phm v li nhun c to ra giai on Tnh hiu qu ca h thng th trng; Xc nh nguyn nhn khin cho h thng Marketing khng hiu qu. V d v li nhun ca cc thnh vin chui th trng Ng ti A Li ng/kg 1. Gi bn ti rung/h 2. Gi ngi thu mua bn cho ngi bn bun 3. Gi ngi bn bun bn cho cng ty 4. Chi ph Marketing ca ngi thu mua 5. Chi ph Marketing ca ngi bn bun 6. Li nhun ngi thu mua 7. Li nhun ngi bn bun cng ty (1)/(3) I.11 Chin lc 4P trong Marketing Trong Marketing, nhm tha mn tt nht nhu cu ca khch hng, ngi ta thng s dng chin lc Marketing phi hp (Marketing 4P). P1 Sn phm: Cn phi sn xut ci g? Nhu cu cao v sn phm d nh s sn xut; Li nhun gp (2)-(1) Li nhun rng (2)-(1)-(4) Li nhun gp (3)-(2) Li nhun rng (3)-(2)-(5) 2800 3200 3500 200 100 400 200 300 200 80% no trong chui; -

8. T phn ca ngi nng dn trong gi bn ca

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C tnh cnh tranh cao: Chi ph thp, c sn...; p ng nhu cu khch hng: Mu sc, mi v, kch c...

P2 Gi c: Gi bn nh th no l hp l (mc gi cnh tranh m vn to c thu nhp)? Thng thng gi bn nng sn c quyt nh bi cung cu; Tuy nhin, ngi sn xut vn c th nh hng n mc gi bn ra: La

chn sn phm sn xut v qun l cht lng, la chn th trng v ngi mua cng nh s hp tc vi cc nh sn xut khc trong qu trnh marketing v ch bin? P3 Xc tin bn hng: Lm th no bn ht sn phm ca mnh vi gi bn mong mun? Trao i thng xuyn vi ngi mua; Tham gia trin lm cc hi ch; Thng qua nhm.

P4 a im: Bn u? Sn phm cn c bn a im hoc th trng tt nht. iu ny s ph thuc vo li nhun (v d: gi), chi ph (v d: vn chuyn v thi gian) v cc ri ro (s dao ng v gi) i km vi cc la chn th trng khc nhau; Cn ch rng, ngi mua cc th trng khc nhau c th c nhng yu cu v sn phm khc nhau. I.12. Nghin cu th trng Nghin cu th trng l vic thu thp, tng hp v phn tch thng tin, d liu v h thng marketing. Th trng lun lun thay i v pht trin, v vy, cc hot ng nghin cu th trng cn c thc hin mt cch thng xuyn. nh gi nhanh th trng l mt trong nhng cng c nghin cu th trng hiu qu v c s dng rng ri nht. Nghin cu th trng c hai mc ch chnh. Mc ch th nht l gip cc thnh vin th trng (nng dn, doanh nghip, c s ch bin) hiu hin trng th trng v thch ng chin lc sn xut v marketing nhm ci thin v tr ca h trn th trng. t c iu ny, nhng hiu bit v nhu cu ca khch hng v i th cnh tranh l rt cn thit. Cc thnh vin tham gia th trng thng t thc hin hoc thu cc cng ty t vn c bit thc hin loi nghin cu c mc ch

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ny. Cn b khuyn nng lm hoc cc t chc pht trin lm vic vi nng dn ngho cng c th thc hin loi nghin cu ny nhm gip nh sn xut tng cng tip cn th trng. Ngoi ra, nghin cu th trng c th c tin hnh hng cc can thip vo mc tiu ci tin s hiu qu ca cc h thng marketing v to li ch cho cc thnh vin tham gia khc nhau. II. TIN TRNH NGHIN CU V PHT TRIN CHUI GI TR

Bc 1. La chn sn phm

Bc 2. nh gi nhanh th trng

Bc 3. TK v trin khai cc H can thip

Bc 4. Gim st v nh gi

Bc 5. Nhn rng
II.1. La chn sn phm Mi a phng khc nhau th c nhng iu kin khng ging nhau. V vy vic la chn sn phm nh gi v trin khai cc hot ng can thip ph thuc vo tnh hnh thc t ca tng a phng. Thng thng, ngi ta thng s dng phng php PRA (nh gi nng thn c s tham gia) la chn sn phm. C nhiu tiu ch c la chn mt sn phm. - iu kin t nhin ph hp - Quy m th trng ln - Tng trng th trng - Tim nng tip cn cc c hi th trng gi tr cao - Tim nng thay th cc mt hng nhp khu hoc Marketing tri v - Tm quan trng i vi sinh k nng thn 12

- Tim nng li ko s tham gia ca ngi ngho - Tim nng li ko s tham gia ca ph n - Tim nng a dng ha - Tim nng gia tng gi tr - Tim nng ng gp vo bo tn ti nguyn thin nhin. C hai tiu ch c bit quan trng v cn c quan tm: (i) Sn phm c la chn phi ph hp vi iu kin kh hu v canh tc ti a phng v (ii)phi c tim nng tng gi tr. Cc tiu ch nu trn c tnh cht tham kho, ty thuc vo mc tiu la chn cc tiu ch khc nhau. V d v la chn sn phm Sn phm a SP1 SP2 SP3 SP4 5 4 3 2 Tiu ch b 4 3 4 3 5 4 5 4 c 5 4 6 3 d Tng im 19 15 18 12 1 3 2 4 Xp hng

II.2. nh gi nhanh th trng (RMA) Bc 1: Thit k RMA 1. Lp nhm thc hin RMA 2. Xc nh cc lnh vc chnh phn tch 3. Nghin cu ti liu th cp 4. La chn cc th trng/khu ch kho st v ngi cung cp thng tin 5. Xy dng bng kim phng vn 6. Xc nh thi gian v thi im thc hin. Bc 2: Thc hin RMA 1. Thc hin tho lun nhm trng tm 2. Tin hnh phng vn nhng ngi am hiu th trng v cc thnh vin th trng 3. S dng cc phng php quan st trc tip khi kho st ti thn, cc khu ch, cc kho cha hng, cc c s ch bin v vn chuyn.

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II.2.1. Thit k RMA Lp nhm thc hin RMA: Nhm RMA nn l nhm a ngnh v t nht c mt thnh vin vng v nghin cu th trng v phn tch Nng sn. S lng khng nn vt qu 6 ngi (mt nhm nh thng d iu phi hn). Nhim v ca nhm RMA ny l thu thp thng tin v s liu, phn tch s liu v vit bo co cui cng. Nhm cn c k nng v thc y, phng vn, phn tch v vit bo co. Xc nh cc lnh vc chnh phn tch: Cc lnh vc chnh cn c phn tch nh sau:

c im ngnh hng

Nhu cu tiu th

Nhu cu tiu th

C s h tng Marketing

Hin trng cung

Nh nc, cc t chc marketing v chnh sch Thng mi quc t v s cnh tranh trong ngnh hng

T chc ca h thng marketing

+ c im ngnh hng: -

Gi

Cc loi hnh sn phm v mc ch s dng cui cng Mc knh cng, d thi, hng Cc yu cu v vn chuyn v lu kho Mc /loi hnh ch bin Loi v mc hao ht sau thu hoch Phng php v vt liu ng gi. Xu th ma v v xu th lu di ca th trng trong nc v th trng xut Nhu cu tiu th ca cc nhm kinh t, x hi v dn tc khc nhau Trin vng tng lai ca th trng.

+ Nhu cu tiu th: khu -

+ Hin trng cung:

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Lng sn xut/nm v khu vc trong nhng nm gn y, xu th ng ch Dng sn phm t khu vc cung cp n cc khu ch/th trng chnh, bao

v s bin i gm c xut khu v nhp khu. + Gi: Xu th lu di ca gi thc ti ni sn xut, do ngi bn l v ngi bn Xu th lu di trong gi xut khu thc Xu th ma v v theo chu k ca gi S thay i theo thi gian ca gi u vo v u ra. Cc knh v giai on Marketing Cc khu vc u mi, bn bun v bn l quan trng Loi hnh, s lng v phn b a l ca cc c s/doanh nghip ti cc giai bun bn ra -

+ T chc ca h thng Marketing: -

on khc nhau trong h thng Marketing. + Hot ng ca h thng Marketing: Cc phng thc v chin lc ca cc thnh vin lin quan n mua vt t Cc c ch iu phi theo chiu dc: Hnh thc bn, chia s ri ro v ph Ngun, s dng v phn b cc thng tin v sn xut Marketing S phn ng nhanh vi s thay i v ngun cung, nhu cu v chnh sch Cc hin trng v c quyn. C s h tng phc v vn chuyn Cc khu ch Trang thit b/c s lu kho v ch bin Cc phng tin truyn thng in/nc S ph hp v hn ch v c s h tng. Cc quy nh/quy ch Cc n v/c quan v Marketing cng Cc chnh sch kinh t v m 15 u vo, bn sn phm, ch bin v lu kho. bin thng tin -

+ C s h tng Marketing: -

+ Nh nc, cc t chc Marketing v chnh sch: -

Cc chnh sch v vay vn. Tnh trng th trng quc t v xut khu ngnh hng Hng nhp khu v hng thay th tc ng ca chng ti sn xut, th trng, Xu th xut khu v nhp khu.

+ Thng mi quc t v s cnh tranh trong ngnh hng: gi Nghin cu ti liu th cp: Mt hay vi thnh vin trong nhm hoc thu t vn thu thp v phn tch cc s liu c sn t cc ngun ti liu. Cc ngun ti liu thu thp: cc nghin cu, s liu thng k, bo co ca chnh ph v cc t chc phi chnh ph, ti liu ha ca cc d n, cc bo, t tin v chuyn La chn cc th trng/khu ch kho st v ngi cung cp thng tin: Khi la chn ngi cung cp thng tin, nhm RMA phi tr li ba cu hi sau. i tng phng vn: Ai s c phng vn? Quy m ly mu: Trong mi loi ngi cung cp thng tin, bao nhiu ngi s Phng php ly mu: Ngi cung cp thng tin s c la chn phng

c phng vn? vn nh th no? Xy dng bng kim phng vn: Sau khi la chn ngi cung cp thng tin, cn xy dng cc bng kim. Bng kim l danh mc cc vn v cu hi nh hng phng vn bn cu trc ngi cung cp thng tin. Cc vn v cu hi trong bng kim s ph thuc vo trng tm/ch ca RMA. Xc nh thi gian v thi im thc hin: Nhm RMA cn xem xt thi im ph hp nht tin hnh nh gi th trng. Ma marketing cao im thng l thi gian ph hp nht tm ra thng nhn, quan st cc giao dch v thu thp thng tin v gi. Tuy nhin, ngi sn xut c th ang thu hoch trn ng rung v vng mt ti cng ng. Thng nhn cng c th rt bn rn vi hot ng kinh doanh ca h. V vy, khi phng vn cc thnh vin th trng, nhm nh gi phi la chn cn thn thi im m cc thnh vin th trng ri ri. V d, hu ht cc hot ng kinh doanh ca cc sn phm d thi, hng (rau qu, tri cy...) thng din ra vo ban m hoc gn sng. Thi gian ny c th tt nht quan st cc giao dch nhng li khng ph hp nu mc tiu l tho lun cc vn chnh vi ngi cung cp v

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ngi mua. V vy, nhm RMA phi rt chin lc v linh hot v thi gian phng vn. II.2.2 Thc hin RMA Thc hin tho lun nhm trng tm: Tho lun nhm trng tm l phng php ph hp nht phng vn nhng ngi sn xut nh. N cho php nhm RMA li ko s tham gia ca nhiu ngi sn xut vo tho lun v thu thp c nhiu kin trong mt thi gian tng i ngn. Tin hnh phng vn nhng ngi am hiu th trng v cc thnh vin th trng: Phng vn bn cu trc c nhn cung cp thng tin (v d: ngi am hiu th trng, cc thnh vin th trng v cc nh cung cp dch v) l phng php thu thp thng tin v s liu. Nhng cuc phng vn ny da trn cc danh mc kim tra c xy dng t trc. S dng cc phng php quan st trc tip khi kho st ti thn, cc khu ch, cc kho cha hng, cc c s ch bin v vn chuyn: Quan st trc tip khng phi l mt phng php chnh thc, phng php ny dung b sung d liu v kim tra cho thng tin. Thit k v trin khai cc hot ng can thip: Da trn kt qu nh gi nhanh th trng ca mt sn phm nht nh, sau khi phn tch, x l s thit k cc hot ng can thip ph hp. Ty thuc vo kt qu nh gi RMA m s c mt hay nhiu hot ng can thip c trin khai nhm tng cng kh nng tip cn th trng ca sn phm c nh gi. II. CHIA S KINH NGHIM V NH GI NHANH TH TRNG HNG V CHUI TI HU III.1. Trng hp 1 "Ci thin kh nng cnh tranh ca ging hng a phng ti A Li" III.1.1 Bi cnh Huyn A Li c gn 200 ha ging hng (Yn Thn v Nhn Hu), nhng ging hng ny c a vo A Li t nhng nm 1995-2000. Hng Bc v Hng Lm l hai x c din tch trng hng ln nht (> 50 ha). Nhng ging hng ny ang i mt vi nhiu vn th trng: (i) Cnh tranh mnh; (ii) Hao ht ln; (iii) Xu hng tiu dng gim. Bn cnh th hu ht ngi trng hng u thiu k thut canh tc tt. 17

III.1.2 L do la chn sn phm hng Hng c chn nh gi bi nhng l do sau: (i) Hng c nhiu ngi dn trng (ii); S bt n ca Hng gy ra nhng tc ng tiu cc n thu nhp v vic lm ti a phng; (iii) Ngi dn v chnh quyn rt mun bit liu c gii php no gii quyt tnh hnh bt n hin nay; (iv) Nhng bi hc t Hng s l nhng kinh nghim hu ch cho vic pht trin cy n qu trong tng lai III.1.3 on nh gi: Hai cn b k thut, mt cn b cng ng v mt chuyn gia v th trng. III.1.4 Phng php nh gi + Xem xt li cc s liu ang c + Tho lun nhm vi ngi dn ca 5 x: Hng Bc, Hng Lm, Hng Kim, Hng Vn and Hng Qung + 9 cuc phng vn bn cu truc vi cc nh nghin cu v nhn vin nh nc + 15 cuc phng vn bn cu trc vi cc nh bun bn 3 nh thu mua ti A Li 7 nh bn bun v bn l ti Hu 5 nh bn bun v bn l ti Nng

+ Quan st trc tip. III.1.5 Kt qu nh gi Ma v ca cc ging hng ti A Li: Theo kt qu nh gi, ti A Li c nhiu ging hng khc nhau nh: Thch H, Chy, C, Nhn, Dp, Nhn Hu, Trng v Thch Tht.
Thch H, Chay, Ca Thng

Thch Tht

8
Nhon, Dp

9
Nhn Hu

10
Trng

11

12

Hng Nhn, Dp: Thch H, Chy, C: Nhn Hu:

Thu hoch t u thng 7 n gia thng 8 Thu hoch t u thng 8 n u thng 9 Gia thng 8 n cui thng 10 18

Trng: Thch Tht: Chui th trng ca hng:

Gia thng 9 n u thng 11 Gia thng 10 n gia thng 11

Lt, pha Bc, Trung Quc Ngi trng hng A Li

Ngi thu mua a phng

Ngi bn bun (ng Ba, Qung Bnh)

Ngi bn bun ti cc ch u mi Nng

Ngi bn l a phng

Ngi bn l

Ngi tiu th ti a phng

Ngi tiu dng

Cc tc nhn trong chui th trng: + Th trng bn trong huyn: Mt t ngi trng Hng bn trc tip n ngi tiu th Mt s ngi thu gom lu ng n ngi trng Hng mua, h mua mt s cy hng c cht lng tt v thng mua c cy. Thng nhn u mi mua li hng ca nhng ngi thu gom lu ng. Ngi bn l cng phn loi cc qu Hng + Th trng bn ngoi: Mt s nh thng nhn u mi bn Hng cho cc nh bn bun ti Hu v Qung Bnh, Nng. Cc nh bn bun bn li cho nhng ngi bn l. Ma v th trng: Hng Nhn v Dp xut hin vo u ma nn khng chu s cnh tranh ca Hng Lt, Hng khng cht t Trung Quc, Hng ngm t pha Bc (Lng Sn, Lc Yn). Trong khi cc Hng chn mun hn ca A Li nh: Hng Chy, C, Nhn Hu, Thch Tht... s chu s cnh tranh rt mnh t nhng ging hng ny (Hng khng Cht Trung Quc, Hng ngm t pha Bc) Th trng: Hu v Nng l 2 a im bn bun v bn l Hng ln nht ti min Trung. 19

Gia thng 8 n thng 11 c gn 2,500 tn c chuyn theo knh ny n Hu v Nng. Thng 9 v 10 c gn 400 tn c bn ti ch ng Ba (0,5 tn/ngy x 52 ngy + 1,5 tn/ngy x 8 ngy) x 10 ngi kinh doanh Hng Thng 9 v 10 c gn 400 tn c bn cho cc nh bn bun ti cc ch Nng (0,5 tn/ngy x 52 ngy + 1,5 tn/ngy x 8 ngy) x 30 ngi kinh doanh Hng T thng 8 n thng 10 s lng tiu th Hng ti cc ch gn bng mt na ca Hng chnh v: 800 tn Th hiu ca ngi mua v ngi tiu th: Hng ti A Li khng c nh gi cao v cht lng thp (xp, d hng v khng hp dn). Ging Hng ti Lt (to v vung) c tiu th mnh gia thng 9 v thng 11 => khng xp v lu hng. Nhu cu v ging Hng ngm l rt ln nhng lng cung khng . Gi c: Na u thng 7, Hng Nhn v Dp c tiu th ti ch A Li hn 10.000 . Gi ca hu ht cc loi Hng u gim xung k t nm 2003. Hng Nhon v Dp l ngoi l. VT: ng/kg Ging Trng Nhn Hu Ti ni trng Bn l III.1.6. Kt lun Vic pht trin Hng ti A Li khng tnh n nhu cu th trng v ngi mua. Cht lng cc ging Hng thp (Thch Tht v Nhn Hu) chim din tch kh ln. Mt s ging Hng sn c ti A Li c ngi trng nh gi cao v em li gi cao (Hng Nhon v Dp). C mt th trng rng ln ti Hu v Nng. Gi bn Hng ti Nng v Hu cao hn ti A Li. 4500 4000 3000 5000 5000 1500 1000 Thch Tht 400 3000 3000 Chy Nhon/Dp

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Hin ti Hng ti A Li cha p ng c nhu cu ti cc ch Hu v Nng: Khng chn c ng ging Hng Hnh dng qu Hng khng p Lin kt gia cc tc nhn trong chui th trng cn lng.

III.1.7. Chin lc Tng bc chuyn sang trng ging Nhon v Dp Ging sn c Tim nng tiu thu tt Nhu cu ln Gi cao.

Ci thin cht lng Hng thng qua cc bin php canh tc khoa hc ( Phn chung, ta cnh, phng tr dch bnh v ch bin sau thu hoch) III.1.8. Cc hot ng Phn loi cc ging Hng sn c trn a bn Lp danh mc cc ging Hng tim nng Lp h s v Hng u dng Nng cao cc hiu bit v Hng o to v k thut ghp cy Hng Th nghim th trng cho Hng Nhon v Dp ti Hu v Nng Xc tin th trng cho Hng Nhn v Dp ti Hu Tp hun v k thut trng Hng Cung cp ti liu cho nng dn Xy dng m hnh vn nhn nhanh cung cp mt ghp Hng dn v cc k thut x l qu hng Hi tho vi cc bn lin quan

III.2. Trng hp 2: Sn xut v th trng chui ti Nam ng III.2.1. L do la chn sn phm Thu nhp t chui ti Nam ng cha tng xng vi tim nng. Chui l sn phm ph bin trong vn. Ci thin th trng chui Nam ng s gip b con tng thu nhp ng k cho gia nh.

21

III.2.2. on nh gi: Gm 4 ngi, trong c 1 cn b a phng, 1 chuyn gia v chui, 1 chuyn gia th trng v 1 cn b pht trin III.2.3. Phng php nh gi + Nghin cu d liu ang c. + Tho lun nhm vi ngi dn ca 3 x: Thng L, Hng Ph, Hng Lc. + 6 cuc phng vn bn cu trc vi cc nh nghin cu v cn b nh nc. + 20 cuc phng vn bn cu trc vi cc nh bun bn Nh thu gom v bn l ti Nam ng Nh bn bun v bn l ti Hu Nh bn bun v bn l ti Nng.

+ Quan st trc tip. III.2.4. Kt qu nh gi Tnh hnh tiu th trong nc: + Mc tiu th trung bnh: 9 kg/ngi/nm, 87% h (Cam ng th 2: ch 3 kg/ngi/nm). + Mc tiu th bnh qun tng: 25 kg/nm/ngi H Ni/HCM Pha Nam > Pha Bc Ngi ln tui (> 64 tui).

Cc loi chui v c im sinh trng: Da vo c im sinh trng ca cc loi chui, ngi ta chia chui thnh 3 nhm: + Nhm ngn ngy: L nhng ging chui c thi gian t khi tch chi cho n khi tr trong vng 8 thng, thi gian t khi ra hoa n thu hoch trong vng 50 ngy (Bom). + Nhm trung ngy: Thi gian t khi tch chi cho n khi thu hoch ca nhm chui ny l 13 thng (B Ln, Mt Mc, Cau, Tiu, Thanh Tin) + Nhm di ngy: Thi gian t khi tch chi cho n khi thu hoch gn 18 thng (S, Rng, ) Xu hng: Nhu cu chui n tng, c bit ti N. Trong lc , chui cng gim do s cnh tranh t cc loi qu khc Gi c cc loi chui cng t thay i trong nhng nm gn y. Gi chui n tng nh trong nhng nm qua 5-10%/nm. Chui n (Gi Ln v Thanh Tin) ti N t hn ti Hu. Chui cng th ngc li. 22

Thi v chnh:
Thanh Tin N

Mc Long Khnh Cau Tam Quan Cau N Gi Ln AL, N Gi Ln BMT Gi Ln NT

2
Mc NT TT NT Cau NT

1
Mc Nha Trang Thanh Tin NT Cau NT

Mc Lao Bo

Tnh cnh tranh: + Cc ging chui: Chui Mc c s dng rng ri nht cng, lm kem Chui Gi Ln c s dng ch yu lm thc phm Bom dng cng, c v chua Cau b nghi ng gy c v hen suyn Thanh Tin tuy ngon nhng qu b v t Tiu (ty Pht) ngon v c cho l c tc dng cha bnh nhng qu b v t. + Chui cng: Chui Nha Trang c a chung nht nh tri to, mu vng p: gi 200.000-600.000 /bung vo dp Tt. + Chui n: Gi Ln Nam ng ngon, ngt v v mng hn chui Gia Lai, Long Khnh Thanh Tin t i Lc c th trng N nh gi cao Gi Ln t N v AL c a thch nh cht lng kh, t h hi do vn chuyn gn (c bit vo ma nng).

23

Thi im th trng:
Chui cng

Chui n

10

11

12

Chui cng t hn nhiu vo tt c cc dp rm v cui thng, c bit trong dp tt c th gp 2-3 ln Chui n nhu cu cao vo ma ma do lc t hoa qu v rau. Gi chui n thay i khng nhiu theo thi v, ti a t hn 30-50% vo ma ma Ngun cung: Ngun cung cp chui ch yu t: Ph Yn, Tam Quang, Long Khnh, Lao Bo, Bnh nh, i Lc v Nha Trang. S dng sn phm chui: Thc t cho thy l cy chui c s dng vo rt nhiu mc ch khc nhau. Qu chui c ngi dn s dng vo vic bn hay n ti, mt s ngi cn s dng vo mc ch ch bin thc n. Thn chui c dng lm thc n cho ln, tru b. L chui c dng cho c n hay bn, hoa chui th ch s dng cho ch bin thc n hay bn. Tnh hnh tiu th ti Nam ng: Thu gom vo nh ngi trng chui mua (vng nhiu chui nh Hng Lc, Hng Ph) ri bn li cho ngi kinh doanh k tip. Gi hng i Hu/ Nng qua xe khch/xe ti (2.000 /bnh hoc 1.000 /bung) hoc bn li ngay ti ch Khe Tre Mt s c m v bc l chui v bao ti. Tt c cc thng, theo nhu cu ti chnh T thng tr trc, hp ng ming, nh du T thng chu ri ro (bo, trm, tru b ph hoi). Hp t khong 4 h sng Vn chuyn ch yu bng gnh/gi/xe p/xe nh/xe m. 24 Bn non trn cy ti nh: -

Bn trc tip ti ch m/chiu Khe Tre: -

III.2.5. Kt lun Nhu cu chui n tng ln trong khi nhu cu ca mt s loi chui cng th gim xung do s cnh tranh ca nhiu loi hoa qu khc. Chui Thanh Tin c th trng Nng nh gi cao, nhu cu v loi chui ny l rt ln ti Nng. Cht lng chui cng ca huyn Nam ng l thp (tri nh, qu t, nhiu m en...). Sn xut chui cha p ng c thi im th trng. Chui ti Hu chu s cnh tranh rt mnh t nhng vng sn xut khc nh: Lao Bo, Nha Trang, Qung Nam. Hu l mt th trng tiu th chui rt ln ca khu vc min Trung. Chin lc can thip: + Ci thin cht lng theo hng bn vng v theo nhu cu th trng - Hin tng thoi ha v su bnh ang nh hng nghim trng n cht lng chui - Cht lng tc ng ln n gi c (gp 2-3 ln vi chui hng 1) - Mu m sau thu hoch, c bit vi chui cng nh hng ln n gi + Ti c cu ma v - B Ln, Thanh Tin thiu ht vo thi gian 8-11 - Cc dp cng, c bit l Tt, nhu cu chui cng tng t bin nhng ch c Nha Trang cung cp ln + Hnh ng tp th tip cn th trng. III.2.6. Cc hot ng - Tho lun thng qua bng hnh - Thnh lp nhm th trng v chui - Tham quan th trng v vng sn xut chui - nh gi nhu cu o to - Pht trin v ph bin cc hng dn k thut trng chui.

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