Chuyn tt nghip

GVHD: Th.S Si Th L Thy

LI GII THIU 1.
L do hnh thnh ti.

Trong xu th hi nhp nn kinh t th gii, cc doanh nghip Vit Nam ang n lc tng bc thay i chin lc kinh doanh nhm tng cng hiu qu kinh doanh, ng thi chng li nhng lc lng cnh tranh. Trong th trng bn l ang hp dn vi cc nh u t nc ngoi. Cng vi s pht trin ca cng ngh thng tin, nhng hnh thc bn hng cng xut hin v pht trin vi tc rt nhanh thng qua mng internet, in thoi, cc giao dch in t khc gip cho nhiu cng ty tp on thu c kt qu bn hng rt tt vi li nhun cc ln. V t lun t ra cho cc doanh nghip liu i ng bn hng c cn tn ti khng ? V trong bi cnh th trng ngy nay khi m s cnh tranh xy ra ngy mt khc lit hn, lc lng bn hng cn phi c t chc cht ch hn, tay ngh ngi bn hng cn phi c o to cao hn th mi kh nng m ng v hon thnh tt nhim v bn hng. c bit khi m th trng cnh tranh ngy cng gay gt v cht lng sn phm t c s khc bit th k nng bn hng ng mt vai tr mang tnh quyt nh. Tuy nhin trn thc t, hu ht cc cng ty kinh doanh ch ch trng o to cc nhn vin qun l cp cao. Trong khi cp qun l trung gian nh qun l bn hng thng khng c quan tm v ch trng n. Trong thi gian qua, Cng ty cao su nng t c nhng kt qa ng khch l trong trong bn hng. Tuy nhin, vi s cnh tranh khc lit trn th trng nh hin nay th nhng nm gn y lc lng bn hng ca Cng ty khng th hon thnh c k hoch bn hng cng nh thu hi cng n ca Cng ty ra. Hin nay, Cng ty cao su nng cng ang tng bc thay i cng vi xu th . L mt cng ty thng mi hot ng trong lnh vc bn lp xe ti th trng Nng - vi mt thnh ph c nhiu nh u t quan tm. Trong thch thc ln nht hin nay m cng ty cn quan tm l vic qun l lc lng bn hng ti cng ty nhm to li th cnh tranh, dnh li th trng, li nhun cho cng ty so vi i th

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cnh tranh. chnh l l do tc gi chn ti " Hon thin cng tc qun tr lc lng bn hng ti cng ty c phn cao su nng" l chuyn tt nghip.

2. Mc tiu ca ti.
ti tp trung nghin cu ci tin v hon thin qun tr lc lng bn hng cng ty cao su nng nhm bo m duy tr tng doanh thu, tng li nhun, m rng v pht trin th trng.

3. i tng v phm vi nghin cu.

i tng nghin cu l hot ng qun tr lc lng bn hng cng ty cao su nng. Phm vi nghin cu ca cng ty trong thi gian 3 nm tr li y ti th trng Nng.

4. B cc Chuyn gm 3 phn: Phn I : C s l lun v qun tr lc lng bn hng. Phn II : Phn tch hot ng kinh doanh v thc trng hot ng bn hng ti cng ty c phn cao su nng Phn III : Mt s gii php qun tr lc lng bn hng ti cng ty c phn cao su nng.

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Phn I: C S L LUN V QUN TR LC LNG BN HNG 1. Vai tr v nhim v ca qun tr lc lng bn

1.1. Khi nim v qun tr lc lng bn hng Theo James M. Comr: Qun tr bn hng l hot ng qun tr ca nhng ngi hoc thc s thuc lc lng bn hng hoc gm nhng ngi h tr trc tip cho lc lng bn hng. Qun tr lc lng bn trc ht chnh l xy dng mc tiu lc lng bn. Sau khi mc tiu c xc nh, vic tip theo l xc nh quy m, v phn b lc lng bn. chnh l iu khin, t chc v kim sot nhng c gng, n lc ca lc lng bn nhm t c cc mc tiu xc nh. 1.2. Vai tr ca bn hng v qun tr lc lng bn hng Bn hng l mt hnh thc giao tip mang tnh chn lc cao cho php ngi lm Marketing a ra cc thng ip c tnh thuyt phc n cc nhu cu c th ca tng ngi mua hoc nh hng n quyt nh mua. Bn hng: Bn hng hin nay c hiu l bn li ch sn phm. Hot ng bn hng: L mt hot ng giao tip m ngi bn khm ph nhu cu ca i tng ng thi khng nh kh nng p ng nhu cu bng li ch sn phm nhm tho mn nhu cu c hai bn. Qun tr lc lng bn hng l mt cng vic rt quan trng c bit l i vi cng ty thng mi. Cc hot ng qun tr lc lng bn hng nh tuyn dng, o to, hun luyn, thit lp chnh sch lng bng... cho nhn vin. 1.3. Nhim v ca qun tr lng bn 1.3.1 Nhim v bn hng: Thm gi: Tm kim v xy dng cc mi quan h vi khch hng. Thng tin: Truyn t nhng thng tin cn thit v doanh nghip v sn phm ca doanh nghip. Lm dch v: Cc nhn vin bn hng cung ng cc dch v khc nhau cho khch hng, nh t vn gii quyt vn ca h, h tr k thut, tha thun v vic ti tr, xc tin nhanh vic giao hng.

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Bn hng: Trc tip giao dch, gii thiu, tr li cc thc mc ca khch hng. Cung cp kp thi cc sn phm, dch v cho khch hng. Nghin cu th trng: Thu thp thng tin, nghin cu v tnh bo v th trng v khch hng vi khch hng v nhu cu ca khch hng. iu phi: nh gi tnh cht tng loi khch hng v phn phi hng ho hp l. Truyn b quan nim v tng ca doanh nghip. nh gi: Mt nhn vin bn hng cng phi c kh nng nh gi trn mt s vn a dng nh sau: nh gi v th trng, v khch hng, khch hng tim nng, hay mt i din bn hng ang hc vic, hay nh gi v mt sn phm mi. 1.3.2 Nhim v ca qun tr lc lng bn hng: Qun tr lc lng bn hng h hon thnh tt nhng mc tiu ca cng ty. La chn nhng c nhn ph hp v c nng lc bn hng, c nhit huyt, c t duy sng to. o to v hun luyn h thnh nhng nhn vin bn hng vi nhng k nng bn hng chuyn nghip v c thc xy dng t chc. Thit lp cc chnh sch v tin lng v thng hp l cng bng nhm khuyn khch cng nh kch thch tnh nhit tnh, s sng to v s cng hin cho t chc.

2. Hot ng bn hng
2.1. Khch hng: Phn loi khch hng ta c th chia theo hai cch: Cch 1: gm c 3 nhm Nhm khch hng bn s bao gm mi hot ng lin quan n vic bn hng v cung cp dch v cho nhng ngi mua bn li hay s dng vo mc ch kinh doanh. N loi tr nhng ngi sn xut hay ch trang tri, bi v h l ngi u tin tham gia vo qu trnh sn xut v n loi tr c nhng ngi bn l. Ngi bn s khc vi nhng ngi bn l nhng im sau. Th nht l ngi bn s t quan tm hn n vic khuyn mi, n bu khng kh v a im. Th hai l nhng giao dch bn s thng ln hn nhng giao dch bn l. Th ba l v mt lut l v thu m Chnh ph c cch nhn nhn khc nhau.i vi ngi bn s v ngi bn l. Nhm khch hng bn l bao gm tt c nhng hot ng lin quan n hot ng bn hng ha v cung cp dch v trc tip cho ngi tiu dng cui cng h

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s dng vo mc ch c nhn, khng kinh doanh. Mi t chc lm cng vic bn hng ny, cho d l ngi sn xut, ngi bn s hay ngi bn l, u lm cng vic bn l, bt k hng ha hay dch v c bn nh th no hay chng c bn u. Mt khc, ngi bn l hay ca hng bn l l mi doanh nghip c khi lng hng bn ra ch yu di hnh thc bn l. Cch 2: Khch hng tiu dng: Khch hng tiu dng bao gm tt c cc c nhn v h gia nh mua sm hng ho hay dch v tiu dng cho bn thn v gia nh. Khch hng t chc: Bao gm cc doanh nghip sn xut, ngi mua i bn li v cc t chc chnh ph, phi chnh ph v cc v vin...... Xt theo phng din no , cc khch hng t chc cng ging nh cc khch hng tiu dng, c hai u bao gm nhng ngi ng vai tr mua v a ra nhng quyt dnh mua tho mn cc nhu cu. Nhng trn nhiu phng din khc nhau, cc khch hng t chc khc vi khch hng tiu dng. Bng 1.1: c im phn bit gia khch hng t chc v khch hng tiu dng c im S lng ngi mua S lng mua a l Nhu cu H s co gin ca cu theo gi Tnh bin ng ca nhu cu Tnh chuyn nghip Quyt nh mua Khch hng t chc t Nhiu Tp trung Nhu cu c tnh pht sinh( xut pht t nhu cu ca ngi tiu dng) Thp ( t c s co gin) Mnh ( mt s thay i nh nhu cu ca ngi tiu dng c th dn n mt s gia tng ln trong nhu cu t liu sn xut) Cao Phc tp ( v c nhiu ngi tham gia vo vic la chn nh cung cp hay mt hng cn mua) Yu Thp n gin Khch hng tiu dng Nhiu t Phn tn Nhu cu t bn thn Cao

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2.2. Qu trnh bn hng

GVHD: Th.S Si Th L Thy

Hot ng bn hng bt u t khi hai bn gp g, tip xc hay trao i v cn ko di n khu theo di hay hu mi, C th phn bit chn gia on trong qu trnh bn hng: Thm d khch hng: L xc nh i tng khch hng, ngha l tm kim nhng khch hng tim nng c nhu cu v sn phm ca mnh v c kh nng mua hng. y l mt cng vic thng xuyn va nhm tm kim thm khch hng mi v thay th nhng khch hng b mt qua thi gian. Tm hiu khch hng: L nghin cu k i tng khch hng v ln k hoch tip xc. Khi thu thp ti a thng tin v khch hng ( nhu cu, c ch quyt dnh mua hng..) bn bn hng cn xc nh mc tiu ving thm, cch tip xc, cc hn ch v ti chnh v thi gian. Ngi bn hng bt u ra mt chin lc tip cn khch hng. Xy dng nim tin: L cch thc c th m ngi bn tip cn vi khch hng khi m u cuc ni chuyn. Thng tin: Pht hin, thu thp thng tin ca khch hng v nhu cu, ng c mua hng, ng thi thng tin cho khch hng v sn phm, cng ty. ngh: a ra nhng li cho hng, lin h ti cc vn sn phm cng ty c th tho mn tt hn nhu cu ca khch hng. Tr li thc mc: Tm cch tho g nhng vng mc ca khch hng v phi tn trng nguyn tc: Phi bit lng nghe khch hng, gii p thc mc vi thi cm thng v tn trng. Chng minh: Sau khi gii quyt cc thc mc, ngi bn phi cho khch hng thy nhng g mnh thng tin l ng. Kt thc: S dng cc tc nhn kch thch hay cc k thut kim sot kt thc cuc bn hng. Theo di: Sau khi cuc bn hng kt thc ngi bn phi theo di, tm hiu xem khch hng c hi lng khng, theo di nhng thay i trong nhu cu ca h. 2.3. Ci thin kt qu bn hng em li hiu qu tt nhm ci thin kt qu bn hng cn tp trung vo bn lnh vc sau:

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- Nng cao k nng bn hng:

GVHD: Th.S Si Th L Thy

Nhn vin bn hng cng nn lin tc hc hi, trng thnh v pht trin. C ba lnh vc kin thc v hiu bit s tng k nng bn hng ca bn thn nhn vin bn hng. Hiu bit v khch hng: Hiu bit v khch hng l nn tng ca vic bn hng thnh cng. Nhn vin mun thnh cng phi cp nht nhng thay i ca khch hng v iu chnh chin lc bn hng cho ph hp vi mi trng. Kin thc v sn phm: Ch c kin thc su v c im sn phm, kh nng ng dng v li ch ca sn phm, li th cnh tranh cng nh nhc im sn phm mi c th cao vai tr ca ngi nhn vin bn hng nh l mt ngi c vn v l ngi gii quyt vn cho khch hng. Kin thc bn hng: L cha kho thc hin tt c cc yu t khc ca bn hng. Khm ph cc k thut st hch trin vng hiu qu, xy dng k nng trnh by chnh xc v c th, x l kin phn hi mt cch hiu qa, lm ch cc k thut kt thc cho hng v cung cp tt cc dch v, theo di qu trnh thc hin bn hng v cc k nng nhm ci tin kt qu bn hng. - Pht trin phm cht c nhn; Cc c nhn bn hng phi lun bit pht trin cc phm cht c nhn ca bn thn. Ngoi nhng phm cht cn thit chung v nhn vin bn hng cn cn n hai phm cht: Bit lng nghe, v s thng cm. - Xy dng mi quan h vi khch hng: Xy dng mi quan h vi khch hng l rt quan trng ngay c trong nhng mi quan h mua bn xy ra khng thng xuyn v gi tr ca nhng mi quan h tch cc vi khch hng vn ng k. tng cng mi quan h vi khch hng, cc nhn vin bn hng phi to dng nim tin vi khch hng. - Thc hnh t qun l: Tnh t gic trong cng vic, nhn vin bn hng phi t lp thi kho biu cho mnh v c nhng n lc thch hp.

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3. Xy dng v qun tr lc lng bn hng

3.1. Xc nh lc lng bn hng cn thit 3.1.1. Xc nh loi nhn s cn thit: 3.1.1.1 Tin hnh tm hiu cng vic: Trc khi c th chun b m t cng vic v xc nh tiu chun phm cht c th, ban qun tr phi tin hnh tm hiu mt cch chi tit cho tng v tr cng vic. Tm hiu cng vic l nn tng cho vic xy dng ton b lc lng bn hng. 3.1.1.2 Xy dng bn m t cng vic: Sau khi tm hiu cng vic v xc nh tiu chun phm cht c th, ban qun tr phi tm hiu cng vic mt cch k lng v chi tit cng vic. Bn m t cng vic chnh xc l cn thit m bo tt c cc bn tham gia (nhn s trin vng cho b phn bn hng v cc c nhn trong qu trnh tuyn dng v la chn) hiu r bn cht v trch nhim ca mt chc v bn hng. Nu khng nhm ln v xung t s xy ra. iu s ngn chn qu trnh tuyn dng bn hng, nh hng n tinh thn ca lc lng bn hng v cui cng l nh hng tiu cc n kt qu bn hng. 3.1.1.3 Xc nh c cu cng vic: Bn tiu chun cng vic gip xc nh c im v cc phm cht c nhn cn phi c thc hin chc nng trong mt cng vic c th. Cc c im ny l mt sn phm t cc thng tin rt ra thng qua vic tm hiu cng vic v thit lp bng m t cng vic. Bn tiu chun cng vic ch nu ra cc yu cu ti thiu cn thit cho mt cng vic c th. Chng rt cn cho vic tuyn dng v chn la c hiu qu nhn s bn hng, v cui cng l vic thc hin thnh cng chin lc bn hng ca doanh nghip. 3.1.2 Xc nh c cu ca t chc bn hng: C cu t chc bn hng gm cc hot ng v cc c nhn c sp xp theo mt cch hiu qu cc n lc ca c nhn nhm hon thnh cc mc tiu chung. V ty thuc vo c cu sn phm ca cng ty. Cha kho cho s qun l v t chc thnh cng l vic s dng hiu qu c hai ngun lc: Ti chnh v con ngi. Mt t chc bn hng tt cn c nhng c im sau: - Trch nhim v quyn hn phi i i vi nhau. - Tm kim sot iu hnh hp l.

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- T chc n nh nhng linh hot. - Cc hot ng phi c s phi hp cn i. 3.1.2.1 Cc kiu c cu t chc c bn: T chc trc tip n gin:

GVHD: Th.S Si Th L Thy

C cu t chc trc tip n gin l loi t phc tp nht, chui mnh lnh va tng qut va trc tip vi quyn hn xut pht t v tr iu hnh cao v i xung ti cc cp di k tip. C cu t chc ny c th thc y vic ra quyt nh chp nhong, thc hin k hoch nhanh chng v k lut cht ch. y l mt c cu t chc n gin v tit kim chi ph, ph hp vi cc doanh nghip nh. T chc t trch nhim ng k cho nhng nh iu hnh cp cao. Tuy nhin, khi quy m doanh nghip tng ln v lc lng bn hng cng tng ln th ngi iu hnh cao c th thiu thi gian v chuyn mn qun l iu hnh mt cch hiu qu trong tt c mi lnh vc i hi cn phi c quan tm. T chc trc tip c b phn tham mu: C cu t chc c thm mt s chuyn vin tham mu. Nhng chuyn vin ny s bo co trc tip ti qun tr vin cp trn v khng c thm quyn trc tip vi cc qun tr vin trc tip ph trch b phn bn hng. Trch nhim chnh ca h l lp k hoch, phn tch, a ra hng dn v kin ngh trong cc lnh vc chuyn mn ca h. u im ca c cu ny l n cung cp cho ban qun tr bn hng cc kin thc chuyn mn thng qua s chuyn mn ho, ng thi thot khi s chm m qu mc vo cc cng vic chi tit. Bng cch ny, ban qun tr iu hnh doanh nghip c th t s cn bng tt hn gia trch nhim v cc hot ng hng ngy v trch nhim i vi cc vn di hn v rng ln ca doanh nghip. Tuy nhin, c cu ny cng c nhng nhc im. Vic tng thm cc nhn vin iu hnh trong c cu t chc s lm tng thm chi ph hnh chnh v mt vi ln xn c th xy ra qua cc vai tr ca cc chuyn vin tham mu trong mi quan h vi cc qun tr vin trc tip. khc phc, cn phi phn cng r cc chc nng c th v gii hn thm quyn c th ca cc chuyn vin tham mu. T chc theo chc nng:

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y l hnh thc m rng ca c cu t chc trc tip cc b phn tham mu. Trong , cc chuyn vin tham mu c thm quyn tuyt i vi cc b phn chc nng c th trong t chc. Li ch ca c cu t chc ny chnh l vic thc hin cc nhim v chuyn mn. V cc chuyn vin c thm quyn trc tip trong cc linh vc ca h nn c kh nng hn thc hin cc k hoch v tng. V mt l thuyt, cu trc theo chc nng em li hiu qu tt hn c cu t chc trc tip v cc chuyn vin trong lnh vc cung c thm quyn i vi nhng ngi s dng kin thc chuyn mn . Tuy nhin, ri ro trong c cu t chc ny l nhn vin bn hng i khi nhn c hai hay nhiu hn cc mnh lnh mu thun t cc nh qun tr khc nhau. H c th dn dp qu nhiu cng vic. Cc nh qun tr cp cao cn phi phi hp cht ch cc b phn chc nng khc nhau nhm lm c cu t chc, chc nng ny t hiu qu. 3.1.2.2 Phn chia nh c cu t chc bn hng: Khi lc lng bn hng ca doanh nghip tip tc m hng chuyn mn ho l cn thit. C th phn chia nh hn c cu t chc bn hng theo hnh thc sau.rng, cc qun tr vin trc tip c th c nhiu trch nhim gim st v hiu qu cng vic c th gp nhiu ri ro. Khi , s phn chia nh hn c cu t chc bn Phn chia theo khu vc a l: Theo cch ny, mi nhn vin bn hng c phn cng m nhn mt khu vc a l nht nh. Trong h thng c c quyn gii thiu sn phm ca doanh nghip. u im: Gim thiu kch thc khu vc, tc l thi gian cht dng di chuyn. Nhc im: Vic chuyn mn ho theo khu vc bn hng ca cc b phn chc nng khng th xy ra. Thng c p dng khi s lng khch hng ln, lng t hng tng i nh, chi ph cho lc lng bn hng chim mt phn tng i nh. c bit hu ch trong nhng trng hp phn khc khch hng ca doanh nghip. Phn chia theo sn phm:

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Hnh thc ny ph bin trong cc doanh nghip c nhiu sn phm c phc tp khc nhau, mi sn phm i hi mt s chm sc c bit khc nhau. Thun li ch yu ca vic phn chia theo sn phm l s tp trung ch n mt hay vi sn phm. Ngi bn hng c th tr thnh chuyn gia v c trng k thut v quy cch sn phm. Hn ch l s trng lp v khu vc khch hng. Nhiu nhn vin bn hng c th mi cng mt khch hng, iu ny khng ch to ra chi ph ln hn m cn lm cho khch hng ln ln. Phn chia thnh nhiu c cu: a s cc doanh nghip u s dng kt hp nhiu cu trc. iu quan trng l phi cnh gic trc cc kh nng la chn cch t chc bn hng v s dng cu trc thch hp vi v th, ngun lc v nhim v tip th ca doanh nghip. 3.1.3 Xc nh quy m lc lng bn hng: 3.1.3.1 Phng php xy dng( phng php da trn khi lng). Phng php ny c th hin bng cng thc.

X =
Trong : X: S nhn vin bn hng

bi x ci ai x d

ai: S ln tip xc vi khch hng c th thc hin mi ngy, c xt n thi gian v thi im tip xc, i vi mi phn on khch hng i. bi: S ln tip xc mi nm cn phi c cho mi phn on khch hng, tu theo sc p thng mi m mi doanh nghip mun duy tr i vi mi khch hng. ci: S khch hng trong mi phn an th trng. d: S ngy trong nm m cc nhn vin bn hng thc s hot ng bn hng thng qua cc cuc gp g khch hng hay khch hng tim nng, khng k cc ngy ngh, hi ch, thi gian hnh chnh, hi hp... Phng thc xy dng da trn khi lng cng vic c u im d hiu v n tnh n thc t l khch hng khc nhau. Phng php ny gn lin vi quy m lc lng bn hng vi lc lng hot ng cn thit. Nhc im l n gi nh s nhn vin c hiu nng v hiu qu nh nhau, s khc nhau trong p ng khch hng i vi

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cng mt n lc bn b b qua, v khng c quan h gia tn s cho hng v kh nng sinh li. 3.1.3.2 Phng php phn b: Phng php phn b c tnh theo cng thc.

Q X = q
X : S nhn vin bn hng. Q: L lng bn hng tim nng ca cng ty cho ton b th trng. q : L lng bn hng ti thiu ca mt nhn vin bn hng. u im ca phng php phn b l n gin. Tuy nhin, n xem lc lng bn hng nh kt qu ca bn hng thay v ngc li. Hn na phng php phn b i hi phi c lng nng sut bn hng, mt iu rt kh khn v c nhiu yu tnh hng n nng sut ca mt ngi. N khng ch n doanh thu bn hng, n kh nng sinh li. 3.1.3.3 Phng php ngn sch: Phng php phn b c tnh theo cng thc.

S X = s
X : S nhn vin bn hng. S : Ngn sch bn hng trc tip. s : Ton b chi ph duy tr mt nhn vin bn hng. u im ca phng php ny l d nh, d thc hin . Mt yu ca phng php ny l n khng ch n s khc nhau v nng sut cc c nhn khc nhau v cng khng quan tm n kh nng sinh li. 3.2. Xy dng lc lng bn hng. 3.2.1 Tuyn dng: Cng c ca t chc c huy ng v trch nhim thc hin hot ng tuyn dng s khc nhau gia cc doanh nghip v ph thuc vo mt yu t nh quy m lc lng bn hng, t l ngh vic ca nhn vin bn hng, c cu phng ban, mc tp

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trung ca t chc. Theo quy lut chung, phng nhn s him khi c trch nhim c nht cho vic tuyn dng nhn s bn hng m thay vo h phi chia s trch nhim ny vi my vi b phn khc trong t chc bn hng. Ngun tuyn dng: C th l t bn trong cng ty hay bn ngoi l lc lng lao ng chung. Mc tiu ca tuyn dng: Tm kim v la chn u vo nhn s cho t chc vi yu cu l phi chn c nhng c nhn c trnh , nng lc, sc kho ph hp vi yu cu cng vic. 3.2.2 Chn la v tuyn dng: Tin hnh chn la c th l mt cuc phng vn n gin khng chnh thc hay c th bao gm hng lot cc hot ng khc nhau: Tin trnh c th cc bc sau: - S tuyn. - Np n chnh thc. - Phng vn c nhn. - Thm tra hc vn v kinh nghim. - Kim tra tm l. - Kim tra sc khe. - Quyt nh la chn. Cc quyt nh ny c th thm, bt hay thay i tu theo c im v nhu cu ca mi doanh nghip. 3.2.3 Hun luyn: C hai mc tiu ln trong vic xy dng v thc hin chng trnh hun luyn bn hng: Chun b cho nhn vin bn hng mi thm nhp vo th trng v tng cng hiu qu cng vic v kt qu bn hng ca cc nhn vin bn hng c mt cch lin tc. Ngoi ra, chng trnh cn c th c cc muc tiu c th ca n nh: - Gii thiu v doanh nghip cng cc chnh sch th tc. - Kin thc v ngnh kinh doanh ca doanh nghip, th trng v khch hng. - Kin thc chi tit v sn phm ca cng ty . - S pht trin k nng v k thut bn hng thch hp.

SVTH: Nguyn Hu Php

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Sau cc chng trnh hun luyn, doanh nghip nn nh gi hiu qu trn c hai lnh vc ngn hn v di hn. 3.3. Cc chnh sch i vi lc lng bn hng: 3.3.1 Th lao: Mc tiu ca h thng th lao l to ra h thng khen thng hp l cho c nhn vin bn hng v ch doanh nhip vi mong mun khuyn khich nhn vin bn hng lm vic v ng vin h hon thnh tt cng vic. Ch tin lng cho lc lng bn hng nn bao gm cc mc tiu sau: - To cho nhn vin bn hng mt khon thu nhp cng bng v hp l. - Khuyn khch thng qua ch khen thng tng ng vi kt qu thc hin. - Thu ht v duy tr mt lc lng bn hngc nng lc v c ng vin thc y Tin lng gm c ba phng thc cn bn, c th c s dng ring l hay kt hp vi nhau theo t l thay i. Mi phng thc tng ng vi mt quan nim bn hng v mt nhim v giao ph cho nhn vin bn hng. - Lng c nh: L s tin thanh ton trc tip, c xc nh trc v c nh cho cc cng vic c thc hin trong mt thi gian c th.Cch ny thch hp khi c s ng gp ca nhn vin bn hng vo kt qu cui cng khng my quan trng,vai tr ca nhn vin bn hng rt hn ch. Tin lng c nh c tc dng n nh i sng ca nhn vin bn hng, cng c lng trung thnh ca h.Phung thc tr lng ny rt d qun l.Tuy nhin,h thng lng c nh t c tc dng ng vin. - Tin hoa hng: L t l phn trm c nh trn doanh thu do nhn vin bn hng thc hin.T l ny thay i tu theo nc doanh thu hoc da vo mt yu t khc khng phi l doanh thu th n gn vi tin thng.Phng thc ny c nhiu u im,d tnh ton v c tc dng ng vin nhn vin bn hng.Tuy nhin, phng thc ny cng d ny sinh ra nhng h qu khng tt, c th xy ra s bt cng khi iu kin v tim nng bn hng ti mt khu vc khc nhau.Nhn vin bn hng c khuynh hng chn d, b kh, khng mun lm nhng cng vic nh thu thp thng tin cho cng ty khng trng khp nhau.Nhn vin bn hng c cm gic ph thuc vo khch hng

SVTH: Nguyn Hu Php

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GVHD: Th.S Si Th L Thy

nhiu hn v v vy lng trung thnh i vi cng ty khng cao.Tng thm t l hoa hng th d hn l gim t l hoa hng. Tin hoa hng chnh l mt phng thc gp phn khuyn khch nhn vin bn hng tng cng n lc bn hng t mc lng cao hn. C th xy ra s bt cng khi iu kin v tim nng bn hng ti mt khu vc l khc nhau cho nn doanh s bn hng s khng o lng mt cch cng bng s n lc ca nhn vin bn hng. - Tin thng: Ngi ta thng xuyn t ch tiu cho nhn vin bn hng, khng ch l nhng ch tiu v doanh thu m cn v mt s mc tiu khc: Tm thm khch hng mi. H c th lao tu theo mc hon thnh ch tiu.Phng thc ny cng c tnh khuyn khch nh ch d hoa hng v tin th lao mi ngi tu thuc vo kt qu h t c. u im chnh ca phng thc ny l s linh hot nhng phng thc ny rt kh qun l. 3.3.2 ng vin: Cc cng c kch thch nhn vin bn hng t c kt qu cao hn: - Chng trnh cng nhn thnh tch: Thng qua vic s dng cc phn thng khng phi bng tin cho kt qu kinh doanh. Cng nhn thnh tch c th da trn nhiu ch tiu v di nhiu hnh thc khc nhau, nhng iu quan trng l phi ly c lng t trng l yu t quyt nh tho mn vi cng vic v kt qu thc hin cng vic. Mc ch nhm gia tng lng yu ngh v thc y nhng n lc cng hin cho t chc. - Thi ua: Mun cho thi ua c hiu qu nh l mt ng lc thc y th mi ngi u c c hi chin thng. Nn chn cc yu t c th to nn c s cng bng gia mi ngi. T chc thi ua khng nn qu thng xuyn v lc , thi ua khng cn thu ht c s nhit tnh ca ngi tham gia. - C h thng tin: hu ht nhn vin bn hng tm thy s ng vin trong nim m c c thng chc trong tng lai. Nu c hi thng tin c xem nh l mt ng c thc y th ban qun tr phi r v thng tin v cc c h thng tin trong ton t chc.

SVTH: Nguyn Hu Php

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Chuyn tt nghip

GVHD: Th.S Si Th L Thy

- Hi ngh bn hng: T chc cc cuc hi ngh bn hng nh k thng tin cho nhn vin bn hng bit v nhng g ang din ra trong cng ty. l phng thc tt nht gip h gn b vi cng ty. 3.4. nh gi v kim sot lc lng bn hng: 3.4.1 Xy dng cc ch tiu thc hin: Tiu chun nh gi nh lng: Cc tiu chun nh gi kt qu hon thnh bn hng khch quan, o lng n lc v hiu qu. Tiu chun ny c s dung rng ri nht. Tiu chun nh gi nh tnh: Ngoi cc yu t s lng trong vic nh gi kt qu hon thnh bn hng cng cn phi thc hin mt s nh gi v cht lng. Cc yu t nh tnh c th no nn c s dng tu thuc vo tnh cht ca v tr bn hng ang c xem xt v trit l lm vic ca ban qun tr v ph thuc vo lc lng bn hng c th ca cng ty. 3.4.2 o lng kt qu hon thnh thc t: mc ti thiu, cc n lc ca cng ty nhm o lng kt qu hon thnh bn hng s bao gm: - Xc nh cc thng tin cn thit o lng kt qu hon thnh. - To ra mt h thng chuyn v nhn thng tin. - Xc nh cc ngun c th ca thng tin cn thit. - Xy dng phng php tp hp v x l s liu. - Xy dng mt h thng bo co chnh thc trnh by cc thng tin ny vi cc i tng c lin quan mt cch thng xuyn. 3.4.3 So snh cc kt qu hon thnh vi cc ch tiu: Da trn 3 c s chnh: - Phn tch doanh s bn hng. - Phn tch nng sut bn hng v chi ph. - Phn tch kt qu hon thnh ca tng c nhn. 3.4.4 Thc hin hot ng iu chnh: Giai on cui cng trong qu trnh nh gi v kim sot cc n lc bn hng ca cng ty l p dng cc bin php iu chnh. Trc ht l phi phn tch thc tin, a ra nhng chun on chnh xc cc vn ny sinh, tm ra cc nguyn nhn c

SVTH: Nguyn Hu Php

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GVHD: Th.S Si Th L Thy

th v sau l xy dng v p dng cc bin php iu chnh. Cc nguyn nhn gy ra cc kt qu hon ton khng tho ng c th thng do mt hay kt hp ca nhiu yu t sau: nng lc ca nhn vin bn hng.

SVTH: Nguyn Hu Php

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Chuyn tt nghip

GVHD: Th.S Si Th L Thy

Phn II: PHN TCH HOT NG KINH DOANH V THC TRNG

HOT NG BN HNG TI CNG TY C PHN CAO SU NNG 1. Gii thiu khi qut v cng ty c phn cao su nng 1.1 Qu trnh hnh thnh v pht trin ca cng ty c phn cao su nng 1.1.1 Gii thiu tng qut v s hnh thnh v pht trin 1.1.1.1 Gii thiu v cng ty: Tn y : Cng ty c phn Cao su Nng Tn giao dch COMPANY Tn vit tt: DRC a ch: S 1 L Vn Hin, TP. Nng in thoi: 0511.3847408 a. Thnh lp Cng ty Cao su Nng trc thuc Tng Cng ty Ho cht Vit Nam, tin thn l mt xng p v xe t c Tng cc Ho cht Vit Nam tip qun v chnh thc c thnh lp vo thng 12/1975. Cng ty Cao su Nng c thnh lp li theo Quyt nh s 320/Q/TCNST ngy 26/5/1993 ca B Cng Nghip Nng. b. C phn ha Ngy 10 thng 10 nm 2005 theo Quyt nh s 3241/Q-TBCN ca B trng B Cng nghip, Cng ty Cao su Nng c chuyn thnh Cng ty c phn Cao su Nng.
Ngy 01/01/2006 Cng ty c phn Cao su Nng chnh thc i vo hot ng vi vn iu l l 49.000.000.000 ng theo Giy chng nhn ng k kinh doanh s 3203000850 ngy 31/12/2005 do S K hoch v u t Thnh ph Nng cp.

Quc t: DANANG RUBBER JOINT STOCK

Fax: 0511.3836195

c. Qu trnh tng vn iu l Ngy 01/01/2006 Cng ty c phn Cao su Nng chnh thc i vo hot ng vi vn iu l l: 92.475.000.000 ng

SVTH: Nguyn Hu Php

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Hin ti, tng s lng c phiu ang lu hnh ca Cng ty c phn Cao su Nng: 15.384.624 c phiu vi tng gi tr chng khon: 153.846.240.000 ng. 1.1.1.2 Qu trnh pht trin

Vi hn 33 nm trng thnh v pht trin, Cng ty t ho l mt trong nhng doanh nghip c b dy kinh nghim v lnh vc sn xut cc sn phm cng nghip cao su, v cc quy cch lp siu trng siu trng phc v cng trnh v m. Hot ng sn xut kinh doanh ch yu ca Cng ty c phn Cao su Nng l Sn xut, kinh doanh, xut nhp khu cc loi sn phm v vt t thit b cho ngnh cng nghip cao su; ch to, lp t thit b cho ngnh cng nghip cao su; kinh doanh thng mi, dch v tng hp. Nm 2008, trc nhng bin ng ln ca nn kinh t Cng ty vn tip thu v p dng nhng tin b k thut mi, pht huy tinh thn lao ng ca CBCNV thc hin thnh cng cc ti tin b k thut mang li hiu qu kinh t cao, phong tro nng cao cht lng sn phm c hng ng, cng c v tng ln khng ngng, ng thi pht huy tinh thn tit kim chng lng ph mang li hiu qu cao trong sn xut kinh doanh, a Cng ty tng bc vt qua nhng kh khn hon thnh vt mc k hoch v tng cao so vi cng k nm trc. Cng ty cng tip tc u t nng cao nng lc sn xut c bit l u t v a vo hot ng d n m rng nng cng sut lp c chng quy cch24.00-35 t 1000 b/nm ln 2.500 b/nm, d n sn xut lp c chng 27.00-49 cng sut 800 b /nm, v khng nh sn xut lp ng chng l mi nhn trong hot ng sn xut kinh doanh nm 2008 v nhng nm tip theo. T nm 2006 Cng ty ch trng y mnh cng tc tiu th vo cc i tng lp rp t, khch hng s dng lp t chuyn dng, y l li th ring c ca DRC, quyt nh ln n tc tng trng v hiu qu SXKD ca Cng ty trong nhng nm qua. Tip tc nghin cu a ra th trng cc sn phm mi nhm khai thc trit hiu qu cng sut my mc thit b, th trng ca Cng ty ngy cng c m rng, sn phm DRC c mt ti trin lm quc t lp t Singapore vo thng 6 nm 2007 khng nh mt ln na s ln mnh ca Cng ty, tng bc snh vai cng vi cc hng sn xut lp t hng u th gii.

SVTH: Nguyn Hu Php

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GVHD: Th.S Si Th L Thy

1.1.2 Chc nng, nhim v ca cng ty c phn cao su Nng 1.1.2.1 Chc nng Cng ty c phn cao su Nng l mt doanh nghip chuyn sn xut cc mt hng dng nguyn liu chnh l cao su thin nhin. Cc sn phm chnh l sm lp t, sm lp xe p, xe my v sn phm cao su k thut... phc v cho cc ngnh cng nghip dn dng, dn dn thay th hng nhp khu, gp phn to s cn bng v kinh t gia 3 min t nc, ng gp cho ngn sch Nh nc. 1.1.2.2 Nhim v - Nghin cu lm a dng ha chng loi sn phm, pht hin v p ng cc nhu cu ca khch hng - Xy dng k hoch ton din hng nm, trnh cp trn ph duyt nhm nng cao hiu qu sn xut v tn dng kh nng cnh tranh. - Xy dng v pht trin c s vt cht, tng nng lc sn xut m rng mng li kinh doanh. - o to v bi dng lc lng lao ng - Thc hin y trch nhim i vi x hi. 1.1.3 C cu t chc, qun l ti cng ty 1.1.3.1 c im v c s t chc b my qun l 1.1.3.1.1 c im: B my qun l t chc ti cng ty c t chc theo m hnh trc tuyn. Ban gim c c quyn hng cao nht ,v chu trch nhim chung trong cng tc qun l ca ton cng ty. Cn b, cng nhn vin chp hnh cp lnh o ca mnh. Lnh o cc b phn chu trch nhim v mi hot ng ca b phn vi lnh o cp cao hn

SVTH: Nguyn Hu Php

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GVHD: Th.S Si Th L Thy

P. K C S

1.1.3.1.2 S c cu b my qun l:

SVTH: Nguyn Hu Php

TNG GIM C HI NG QUN TR BAN KIM SOT

Chuyn tt nghip

P.TG U TRNG P. HNH CHNH dT XDCB

P. T i ch n h k to n P. B n h ng P. D ch v sa u b n

C hi nh n h mi n ttt rt ru n g C hi nh n h mi n na m C hi nh n h mi n b c P. K th u t ca o su P. K th u t c n ng

X N C n lu y n

X N S m l p X X M

X N S m l p T

X N C kh n ng l n g

P. K to n v t t

B an u t

P. T ch c L T L

P. H n h ch n h

B an IS O

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P.TG SX P.TG KT P.TG K TON BN HNG TRNG

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GVHD: Th.S Si Th L Thy

1.1.4.2 Chc nng v nhim v ca cc b phn: i hi ng c ng: L c quan c thm quyn cao nht quyt nh mi vn quan trng ca Cng ty theo Lut Doanh nghip v iu l Cng ty. Hi ng qun tr: HQT l c quan qun l Cng ty c ton quyn nhn danh Cng ty quyt nh mi vn lin quan n mc ch, quyn li ca Cng ty, tr nhng vn thuc HC quyt nh. Ban kim sot: Do HC bu, thay mt c ng kim sot mi hot ng kinh doanh, qun tr v iu hnh ca Cng ty. B my iu hnh Gim c Cng ty: T chc thc hin cc ngh quyt ca HQT v i hi ng c ng. T chc v iu hnh cc hot ng sn xut kinh doanh thng nht ca Cng ty, thay mt Cng ty k kt cc hp ng ti chnh v thng mi, cc vn bn, bo co, chng t pht sinh trong qu trnh hot ng ca Cng ty v phi chu trch nhim trc php lut v vic k . Cc Ph gim c: la ngi giup vic cho Giam c, cc Ph Gim c do HQT b nhim v min nhim. Nhim v ca cc Ph gim c c th nh sau: Ph gim c sn xut: Ph trch cng tc sn xut v k hoch sn xut. K cc chng t mua vt t, ph tng thay th; chng t mua vt t, sa cha nh; chng t nhp vt t. Lp k hoch, phng n sn xut hng thng; qun l vic xut nhp, cn i vt t, t chc sn xut. Ph gim c bn hng: qun l cng tc bn hng, nhng vn lin quan n xut khu. K nhng chng t lin quan n vic mua bn vt t, bn ph liu, duyt cc ngh c lin quan phc v cho cng tc bn hng. Ph gim c k thut: Ph gim c k thut chu trch nhim ph trch v k thut, c nhim v thit k quy trnh cng ngh sn xut sn phm, m bo k thut sn xut cho cc x nghip thuc ph gim c k thut qun l, m bo s an ton cho my mc vn hnh.

SVTH: Nguyn Hu Php

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K ton trng: K ton trng l ngi gip vic cho Gim c v cc hot ng c lin quan n cng tc ti chnh, k ton, thng k, hch ton kinh t ti Cng ty, c th: Ph trch cng tc ti chnh, k ton, theo di kim tra vic hch ton ca cc n v theo yu cu ca Gim c v HQT. Cc phng ban Phng KCS: Kim tra cht lng sn phm trc khi ng gi nhp kho. ng k mc cht lng vi c quan qun l Nh nc Phng K thut cao su: Theo di, qun l ton b cc quy trnh cng ngh, n pha ch, thit k thi cng phc v cho sn xut. Phng K thut c nng: Qun l v k thut my mc thit b sn xut, thit b nng lng ng lc, thit b cng ngh, truyn dn nng lng ng lc, mt bng Cng ty, nh xng vt kin trc, h thng cp thot nc, h thng thng tin lin lc. Phng Bn hng: Lm th tc tiu th hng ha, lp v thc hin hp ng trong v ngoi nc. Nhn n t hng v phn phi. m phn v quan h khch hng trong nc v cng tc tiu th. Ph trch xut khu. Theo di tn kho v cp pht hng. Cng c v m rng nhng vng th trng mi. Theo di, phn tch cng n v tiu th. Phng dch v sau bn: T chc tp hun cng tc bo hnh v hng dn s dng sn phm cho cc NPP. T chc kho st v trc tip gii quyt ngay cc vn bo hnh sn phm ti hin trng. Thu thp kin ng gp, khiu ni ca Khch hng, gii quyt v phc p mt cch chu o. Phng T chc(TC): Xy dng c cu t chc b my. Quy nh chc nng nhim v cc n v trong Cng ty. Qun l lao ng, gii quyt ch tin lng, thng. Xy dng nh mc lao ng, n gi tin lng. Phng Hnh chnh(HC): Qun l cng vn, giy t, s sch hnh chnh v cc loi con du ca Cng ty. Mua sm, qun l ti sn ca vn phng. Ph trch cng tc t chc n tip khch Cng ty, cc cuc hp Cng ty. Phng vt t: Lp k hoch v vt t, nguyn nhin vt liu theo k hoch sn xut ca Cng ty. Cung cp vt t, nguyn nhin vt liu v thit b. Thc hin cc hp

SVTH: Nguyn Hu Php

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ng mua bn vt t, nguyn nhin vt liu, ph tng, thit b, my mc cho sn xut. Tip nhn my mc thit b cho cc d n u t. Bo qun kho tng, xut nhp vt t. Phng xut nhp khu (XNK): Nhp khu nguyn vt liu, my mc thit b trong v ngoi nc. Phng u t pht trin: Nghin cu v ng dng k thut mi, tm hiu k thut mi hin i tin tin trn th trng, bo co gim c u t i mi thit b cng ngh. Phng ti v: Lp cc k hoch ti chnh, theo di v quyt ton cc cng trnh u t xy dng c bn. K ton thanh ton theo di cc ti khon vay, tin gi v quan h giao dch vi ngn hng kim k ton thu chi tin mt. Ban an ton: Thc hin lut lao ng v cng tc an ton v sinh lao ng, bo him v mi trng lm vic v a ra cc quyt nh v cng tc phng chy, cha chy. Ban mc n: Chuyn sa cha cc vt dng trong sn xut, xy dng cc nh xng, sa cha nh, phc v cho ni b cng ty. i bo v: Bo v ti sn, m bo an ninh cho cng ty. Ca hng trung tm, chi nhnh min Bc v chi nhnh min Nam: L trung gian tiu th sn phm ca cng ty c phn cao su Nng, c cng ty t chc. Cc x nghip sm, lp t, xe p, xe my: Qun l nhn s, my mc thit b, an ton lao ng, v sinh lao ng mi trng, phng chng chy n, vt t, nguyn vt liu, nh mc v cht lng. T chc sn xut m bo v s lng, cht lng, chng loi cc sn phm ca x nghip mnh theo k hoch c giao. H tr cc x nghip khc hon thnh k hoch sn xut. X nghip Cn luyn: Qun l nhn s, my mc thit b, an ton lao ng, v sinh lao ng mi trng, phng chng chy n, vt t, nguyn vt liu, nh mc v cht lng. T chc sn xut, gim st v thc hin cc n pha ch theo nhu cu sn xut. m bo s lng, cht lng bn thnh phm cho cc X nghip.

SVTH: Nguyn Hu Php

Trang 24

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GVHD: Th.S Si Th L Thy

X nghip p lp: Qun l nhn s, my mc thit b, an ton lao ng, v sinh lao ng mi trng, phng chng chy n, vt t, nguyn vt liu, nh mc v cht lng. T chc sn xut m bo v s lng, cht lng, chng loi cc sn phm lp t p v cao su k thut theo k hoch c giao, cc ph tng cao su do Cng ty giao phc v cho sn xut. X nghip nng lng v ng lc: Qun l nhn s, my mc thit b, an ton lao ng, v sinh lao ng mi trng, phng chng chy n, vt t, ph tng c kh & in thuc x nghip. Ch to ph tng thay th theo yu cu. Ch to mi khun mu, my mc phc v cho sn xut. X nghip c kh: C nhim v sa cha v ch to khun mu v ph tng thay th cho cc x nghip khc 1.1.5 Cch thc trch lp cc loi qu v phn chia li nhun: Li nhun sau khi hoan thnh ngha v np cc khon thu thoe lut l qui nh,s cn li c phn chia nh sau: B hon s tin l (nu c) ca kt qu nm trc. Trch 5% qu d tr bt buc cho n mc bng 10% vn iu l ca cng ty. Qu phc li tp th 5% Qu khen thng 5% Trch cc qu khu hao, bo him xa hi theo qui nh Trch lp cc qu theo quyt nh ca hi ng thnh vin S cn li dng phn chia li c phn cho cc thnh vin Cng ty tng ng vi phn vn gp ca mi ngi.

1.2. c im mi trng kinh doanh

1.2.1 Lnh vc kinh doanh Cng ty c phn Cao su Nng chuyn kinh doanh trong cc lnh vc l sn xut ,kinh doanh ,xut nhp khu cc loi sn phm v vt t thit b cho ngnh cng nghip cao su, kinh doanh thng mi ,dch v tng hp.Hin ti cng ty ang sn xut 3 dng sn phm chnh l dng sn phm sm lp xe p-xe my v cao su k thut, dng sn phm lp t p,dng sn phm sm lp t cng ngh Bias 1.2.2 c im th trng, khch hng, i th cnh tranh

SVTH: Nguyn Hu Php

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Chuyn tt nghip

GVHD: Th.S Si Th L Thy

Trong nm qua, ngoi vic duy tr, n nh knh phn phi c, Cng ty chn thm c mt s nh phn phi mi rt c tim nng, to nn h thng mng li phn phi sn phm DRC vng mnh vi hn 75 i l c phn b hp l v u khp trn 64 tnh thnh trong c nc. y c xem nh l mt li th ring c ca DRC so vi nhng i th cnh tranh khc. Th trng xut khu c s tng trng mnh trong nm va qua c v s lng khch hng v gi tr xut khu. Trong nm qua, Cng ty xut khu trc tip cc sn phm sm lp t sang tt c cc nc trong khu vc, c bit ti cc th trng Lo, Campuchia v Singapore c nh phn phi chnh thc sn phm ca DRC. Sn phm lp t c chng ca cng ty ngoi vic c dng thay th hng nhp khu ti cc n v khai thc than,qung vzf cng bin Vit Nam, trong nm qua c xut sang cc nc Malaixia,Innxia, n ,Pakistan,Th nh k...v c th trng chp nhn. Cn vi th trng trong nc,xt ring trong ngnh cao su,DRC l doanh nghip ng th 2 v th phn sn xut sm lp t,xe p,xe my (chim 25% th trng ni a).Hin ang l doanh nghip dn u ngnh v th phn i vi dng sm lp t,vi gn 40% th phn ni a.L doanh nghip duy nht ti VN v ng Nam sn xut thnh cng lp t c chng siu ti nng cng ngh cao. Th trng tiu th chnh ca DRC trong nc l khu vc min Trung Ty Nguyn.Vi c im khch hng c mc thu nhp thp, khuynh hng tiu dng rt tit kim v rt t nhy cm vi cc nhn hiu mi.Ngi tiu dng thng rt trung thnh vi mt nhn hiu m h chn. th trng ny ngi dn rt hiu v sn phm ca cng ty,h xem sn phm ca cng ty cng chnh l nim t ho ca a phng.Ti th trng ny cng ty c sn lng tiu th cao nht,chim n 80% tng sn lng tiu th c nm. y c xem l th trng ch o ca cng ty,v l phn khc th trng chin lc c cng ty u t rt c bi bn trong nhng nm qua.Ngoi ra cng ty cng ang tin hnh thm nhp th trng min Nam v Bc Tuy nhin trong giai on gn y th trng ca cng ty ti khu vc ny ang c xu th b gim do s cnh tranh ca Casumina(CTCP cng nghip cao su min Nam),SRC(CTCP cao su SAO VNG) v hng lot cc nhn hiu lp xe ngoi nhp , chim th phn ng k nh Innux,yokohawa.

SVTH: Nguyn Hu Php

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GVHD: Th.S Si Th L Thy

1.4. Phn tch mi trng kinh doanh nh hng n Cng ty c phn cao su nng

1.4.1. Phn tch th trng ngnh - nhng c hi v thch thc:

1.4 .1.1. Nhng c im ca th trng cao su Vit Nam Hin nay, ngnh cao su ang pht trin mnh m. C nc c rt nhiu thnh ph mi ni pht trin vi tc nhanh. Trong nhng nm qua, Cng ty Cao Su Nng khng ngng u t trang thit b hin i nng cao nng lc sn xut. Cng ngh sn xut sm lp t tin tin nht Vit Nam. H thng sn xut sm lp t c u t kh hon chnh, thit b c nhp t nhiu nc nh: Nga, Trung Quc, Nht... Chnh v vy i hi cng ty phi c lc lng lao ng tr, i ng cng nhn c tay ngh cao p ng yu cu k thut sn xut, khai thc nng lc thit b, pht huy ht cng sut ca dy chuyn cng ngh. V rt n gin, nu tt c cc DN cng cung ng chng loi sn phm nh nhau th nhng sn phm mi, p dng cng ngh mi s em li li th cho DN y trong vic cnh tranh trn th trng. 1.4.1.2. Th trng Nng - Th trng Nng vi dn s gn 1 triu ngi l mt trong nhng trung tm tiu dng ca khu vc Min Trung v Ty Nguyn ang ngy mt pht trin vi tc tng trng cao. - Nhng c im ca ngi tiu dng Nng cng gn vi nhng c im ca th trng tiu dng Vit Nam hin nay, do cc cng ty hot ng trong nghnh bn l ti th trng Nng s chu nh hng t xu th hi nhp. ng thi cc cng ty cng s c nhng c hi mi trong kinh doanh, song song vi l thch thc mi. Nh vy, th trng Nng cng em li cho cng ty ang hot ng trong ngnh bn l ti nhng c hi v thch thc mi: C hi cho doanh nghip: - Th trng tiu dng rng ln vi tc pht trin cao qua cc nm. - Am hiu th trng tiu dng ni cng ty bt u kinh doanh. - Nm bt c thi quen, tp qun tiu dng ca tng i tng khch hng. - Hc tp kinh nghim qun l doanh nghip khi c tham gia ca cc cng ty nc ngoi.

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GVHD: Th.S Si Th L Thy

- S cnh tranh mnh m khin cng ty phi lin tc i mi khng ngng mi c th tn ti v pht trin. Thch thc i vi doanh nghip: -Xut hin nhiu i th cnh tranh tham gia ngnh ti th trng Nng nh vi lc lng bn hng chuyn nghip ang c nhiu li th cnh tranh. - Hin nay cng ty cn yu v ti chnh, thiu kinh nghim qun l hin i. - S gia nhp ngnh ca cc cng ty bn l nc ngoi l thch thc ln i vi cng ty ti th trng Nng. Nhng im yu ca cng ty l th mnh ca cng ty nc ngoi khi tham gia vo th trng. Nh s xut hin Casumina(CTCP cng nghip cao su min Nam),SRC(CTCP cao su SAO VNG) v hng lot cc nhn hiu lp xe ngoi nhp , chim th phn ng k nh Innux,yokohawa.. Hin nay, cng ty ang cnh tranh vi cc i th c s chuyn mn ho cao trong bn hng. Vi lc lng bn hng c chuyn mn ho hin nay, cc i th cnh tranh ang c nhiu u th trn th trng so vi cng ty. Do vy vic xc nh li th cnh tranh ct li cho i ng bn hng: s ch ng v hiu qu l rt cn thit i vi lc lng bn hng ti cng ty. Vi nhng gi tr to ra cng ty s gi c khch hng hin ti, ng thi thu ht thm c cc khch hng mi khi th trng ngy mt gia tng.

1.4.2 Mi trng v m
1.4.2.1. Khch hng - Nng l trung tm tiu dng ca min Trung v Ty nguyn. Tc pht trin kinh t cao, mc tiu dng hng nm sau tng hn nm trc. Tc pht trin nhanh ca th trng s l nhng c hi kinh doanh tt cho cng ty. - Tc pht trin kinh t khong 40.12% nm 2011. Hin nay, xu hng tiu dng cc thnh ph ln, trong c thnh ph Nng l cc h gia nh s mua sm nhiu ti cc siu th, cc ca hng mua bn tin li. Nh vy, ngoi vic tp trung vo phn phi ti cc knh bn l truyn thng, th thng cc ca hng tin li ang dn hnh thnh v pht trin cng l c hi v thch thc i vi doanh nghip. - S pht trin ca th trng i hi cng ty cn phi xy dng mt i ng bn hng hp l nhm m bo s bao ph th trng, ng thi nng cao hiu qu kinh doanh.

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1.4.2.2. Sn phm

GVHD: Th.S Si Th L Thy

Cc nhm sn phm chnh hin nay kinh doanh ph tng xe t cc loi, l cc sn phm tiu dng, thuc loi hng d mua v th trng t ang pht trin . Hin ti, trn th trng tn ti rt nhiu cc sn phm thay th cng loi ca cc i th cnh tranh. Do vic cung cp kp thi cc sn phm ti khch hng l yu t cn thit v quan trng trong qu trnh bn hng. Vic phn phi a dng cc loi sn phm trong cc nhm sn phm chnh v ph tng t cc loi. i hi nhn vin bn hng phi c nhng hiu bit v mi loi sn phm. Li ch ca sn phm, li ch so vi sn phm khc cng loi, i tng s dng, cch thc s dng. Nhm t vn nhng kin thc cn thit v sn phm, chng minh nhng li ch so vi sn phm cnh tranh cho khch hng, c bit l i vi hai nhm: khch hng mua l v nh l. Cng phi ni rng, thng hiu, cht lng v mu m cng c nh hng n quyt nh mua ca ngi tiu th. Nhng s sai khc v cht lng, mu m ca cc sn phm trong ngnh ny l khng nhiu. Chnh v th, nhu cu hay khch hng trong ngnh ny rt nhy cm vi cc bin ng gi c. 1.4.2.3. i th cnh tranh i th cnh tranh ca cng ty l cc nh phn phi cung cp sn phm tng t. Cnh tranh ang l thch thc i vi cng ty, nhng i th cnh tranh ang phn phi hng trn thi trng Nng h cng c b dy lch s, cc sn phm c thng hiu trn th trng, i ng bn hng chuyn mn ho, c kinh nghim v c li th ln trn th trng. C kh nng nm r nhu cu th trng v tng loi sn phm. K nng bn hng chuyn mn hn. Hiu bit v sn phm. Qung b sn phm ti khch hng hiu qu hn. Nh vy vic bn ng thi nhiu loi sn phm khc nhau so vi vic bn mt sn phm to kh khn cho nhn vin hin ti ca cng ty. V y l thch thc i vi i ng bn hng trong thi gian ti. 1.4.2.4 Cc trung gian

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GVHD: Th.S Si Th L Thy

L cc c s kinh doanh h tr cho cng ty trong vic lm tng hiu qu kinh doanh, h tr bn hng, giao hng n tn ngi tiu dng. Cng ty c cc trung gian sau:

Trung gian ti chnh: Cc ngn hng u t v pht trin Nng, Ngn

hng cng thng Nng v mt s ngn hng c phn khc l trung gian ti chnh ca cng ty, nh vo s to c uy tn ca cng ty i vi cc trung gian ny nn h rt quan tm v m bo ngun vn kinh doanh cho cng ty, u i tn dng cho cng ty trong vic vay vn tn dng to iu kin thun li cho cng ty trong hot ng sn xut kinh doanh.

Cc c s dch v marketing nh l cc cng ty qung co, s thng

mi, cc hng truyn thng. Cc hng t vn v marketing h tr cho cng ty trong vic hoch nh cc chnh sch marketing v c ng gii thiu sn phm.

1.5. Cc ngun lc ca cng ty c phn cao su nng

1.5.1 C s vt cht: 1.5.1.1Mt bng kinh doanh ca cng ty: Tr s chnh ca cng ty ti s 1 L Vn Hin- Tp nng vi din tch 115.523 m2, mt khc cng ty cn c c s ti khu cng nghip Ho Khnh vi tng din tch trn 200.000m2. Bng phn b din tch mt bng tr s chnh ca cng ty: STT 1 2 3 4 5 6 7 8 Khon mc Vn phng lm vic Nh xng Kho bi ng x C s h tng khc Lin doanh Cha s dng Khu cng nghip Lin Chiu Tng cng Din tch (m2) 1.500 50.000 35.000 10.000 13.000 8.000 22.000 50.000 189.500 T trng (%) 0,79 26,39 18,47 5,28 6,86 4,22 11,61 26,39 100

Qua bng phn b din tch mt bng cng ty, ta nhn thy kt cu s dng t ca cng ty l tng i hp l .L doanh nghip sn xut nn din tch nh xng v kho bi chim din tch kho ln. V din tch ng x chim tng i rng l

SVTH: Nguyn Hu Php

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GVHD: Th.S Si Th L Thy

5.28% (10.000m2), rt thun tin cho xe vo nhp nguyn vt liu v nhn hng phn phi n cc ni. Ngoi ra quang cnh xung quanh cng ty l rt thong mt, cy xanh c trng nhiu ni gp phn iu ho mi trng. Tuy nhin, cn mt vn m chung ta phi quan tm l din tch cha s dng cn chim mt t l kh ln (11.61%) gy ra mt lng phi ln. 1.5.1.2 Tnh hnh s dng my mc thit b: Nhng nm qua, my mc thit b cng ngh ca cng ty c thay bi cc my mc thit b hin i, tin tin vi nhiu chng loi a dng, nhn hiu phong ph, nh vy m nng sut c nng cao v tit kim c chi ph. Cng ty s dng nhiu loi my mc thit b phc v cho qu trnh sn xut v gm cc loi my sau: Nhm my luyn kim to ra thnh phm t cao su Nhm my hnh thnh, cn trng, my ct tanh Nhm my lu ho : t ng kim sot Nhm my p n H thng dy chuyn sn xut sm lp, xe p ng b, cng ngh k thut c ci tin, h thng my mc ca cng ty c snh vi Cng ty Cao su Min Nam v Cng Ty Cao Su Sao Vng

1.5 Ngun lc lao ng C CU LAO NG GIA LAO NG PHC V, LAO NG TRC TIP V GIN TIP.

Cc ch tiu

2009 S lng (ngi) 1195

T l (%) 84,9

2010 S lng (ngi) 1313

T l (%) 84,7

2011 S lng (ngi) 1328

T l (%) 84,5

L trc tip

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L phc v L gin tip Tng 31 18 1407 2,2 12,9 100 35 202 1550

GVHD: Th.S Si Th L Thy

2,26 13,04 100 39 205 1572 2,5 13,0 100

Trong thi gian qua cng vi s m ca ca nn kinh t t nc c tc ng tch cc n s pht trin ca cng ty c v qui m v cht lng. Do nhu cu ca nn kinh t v sn phm cao su ngy cng cao nn trong thi gian qua cng ty khng ngng m rng qui m sn xut vi nhiu dy chuyn sn xut tin tin, hin i c lp c v vn hnh, cht lng v s lng sn phm khng ngng tng ln. p ng c s m rng qui m th s lng lao ng ca cng ty cng c nhiu thay i v s lng. 1.6. Hot ng qun tr ngun lc Hin ti, h thng qun tr ngun nhn lc ca cng ty bao gm nhng vn sau: ngun cung ngun nhn vin, chiu m v la chn, tiu ch nh gi cng vic c chun ha, chnh sch lng thng cng bng, hoch nh ngun nhn lc m bo ng ngi, ng vic. Ngun cung lao ng chnh ca cng ty chnh l t bn ngoi. Hot ng chiu m ch yu l thng qua TV, bo ch. Nhng i tng chnh l nhng ngi c chuyn mn ng theo yu cu, c kinh nghim, sinh vin mi tt nghip. Nhng tiu chun nh gi ca cng ty c thit k r rng, chnh xc. V y l mt nhn t rt quan trng n lin quan n tnh thc thi ca mc tiu t chc. Cng ty to ra c c ch kim sot tt, h thng phn hi n tng c nhn cn gip cng ty nh gi c cc phn vic ang tin hnh Hot ng o to v phtt trin ngun lc ca cng ty ch yu l cc cp qun l. V cng ty kinh doanh cc mt hng khng mang tnh cng ngh, khng c s thay i v tnh nng sn phm. Vic o to nhm nng cao nng lc qun l nhm gip cng ty hot ng hiu qu hn. Cng ty lun quan tm n cc ch tin lng ca nhn vin nhng ng ch hn l v cc khon ph cp, khon bo him x hi. 1.7. Hot ng marketing ti cng ty 1.7.1. Chnh sch sn phm:

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GVHD: Th.S Si Th L Thy

Phng chm ca cng ty l lun mang n cho khch hng nhng sn phm cht lng v dch v tt nht c th tho mn khch hng. Vi cc sn phm phc v bn cho khch hng cng ty lun lun quan tm v cht lng ca sn phm, coi cht lng sn phm l s sng cn ca cng ty v nh sn xut v c bit gi c hp l. Vic bo qun sn phm lun c cng ty t ln hng u trong vic qun l v phn phi sn phm ra th trng. Mt s c im ca sn phm: Chim din tch rng, hng lu bn, d vn chuyn, nhy cm vi chu k kinh doanh ca nn kinh t. V vy cn i hi bn hng trc tip nhiu hn, dch v nhiu hn v li nhun nhiu hn. Do cc thnh phn vt liu ny c tiu chun ha, nn thng thng ga c v mc tin cy ca ngi cung ng l iu quan trng. Gi c v dch v l vn marketing quan trng, cn nhn hiu v qung co c xu hng tr nn t quan trng hn. 1.7.2 Chnh sch gi: Cc sn phm cng loi cng ty kinh doanh hin nay ang rt ph bin trn th trng, nhiu i th cnh tranh cung cp nhng sn phm cnh tranh, do chnh sch gi cng ty a ra cng rt linh hot ph hp vi mi quan h cung cu trn th trng, da vo mc gi ca nh sn xut a ra. Ngoi ra nhng sn phm ca cng ty cng c tnh thi v thng vo ma ma tc tiu th chm hn so vi ma nng do nhu cu i li thp. V vy gi c sn phm ca cng ty cng lun c iu chnh ph hp nhm kch thch tiu dng. Gi bn = Gi nhp + Chi ph thc t + nh mc li nhun 1.8.3 Truyn thng c ng: Hot ng truyn thng c ng ca cng ty, phi hp vi nh sn xut ch yu nhm vo vic gii thiu cc sn phm mi, nhng thay i v gi ca sn phm bng t ri, bng rn, phim qung co ti th trng Nng. V sn phm ca cng ty mang tnh thi v nn vo ma ma mc tiu th chm v vy buc cng ty s dng cc chnh sch gim gi, khuyn mi mnh hn. i vi cc hot ng xc tin bn hng, ngoi vic h tr cho cc sn phm mi ca nh sn xut, cng ty lun to ra nhng chng trnh khuyn mi: Tng qu, gim

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GVHD: Th.S Si Th L Thy

gi, cho php tr chm, lun chuyn n.... nhm thu ht khch hng trong vic bn sn phm. y cng l im mnh ca cng ty so vi i th cnh tranh. 1.8.4 Phn phi v chnh sch phn phi: Cng ty l knh phn phi cp mt ca c nh sn xut. Di y l s mng li phn phi ca cng ty. S knh phn phi ca cng ty hin nay:

Cng ty

Khch hng tiu dng

Knh 0 cp Knh 1 cp Knh 2 cp

Ca hng Hnh 1: S knh phn phi ca cng ty Ca hng i l

Trong :

Knh 0 cp: Cng ty bn trc tip cho ngi tiu dng. Khch hng y l l cc h gia nh, c nhn c nhu cu s dng sn phm ca cng ty. Nhn chung knh bn hng trc tip cho ngi tiu dng chim t trng nh 9.3% trong tng doanh s ca cng ty. Chnh sch phn phi ca cng ty i vi knh 0 l bn trc tip vi gi bn ca cng ty a ra. Knh 1 cp: Cng ty bn sn phm cho cc ca hng bn l h bn li cho ngi tiu dng, Hi nay s lng khch hng l cc ca hng bn l chim s lng ln trong h thng phn phi ca cng ty trn ton thnh ph nng. V doanh s chim khong 40% trong tng doanh s bn ton cng ty. Chnh sch phn phi ca cng ty i vi lnh cp 1 ny l bng cc hp ng, cc hp ng ny c k t u nm. Knh 2 cp: Cng ty bn bun qua cc i l trung gian i l, ri cc i l ny phn phi li cho cc ca hng v cc hng bn li cho ngi tiu dng.

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GVHD: Th.S Si Th L Thy

1.9. Tnh hnh hot ng kinh doanh ca cng ty 1.9.1. Phn tch tnh hnh ti sn v ngun vn ca cng ty: Phn tch tnh hnh ti chnh ca cng ty s cho ta mt ci nhn tng qut v thc trng hot ng ca cng ty trong thi gian va qua c kh quan hay khng. Thng qua vic phn tch tnh hnh ti chnh ca cng ty s gip cc nh qun tr c ci nhn chn thc hn v tnh hnh hot ng hn v cng ty t gip cc nh qun tr ra cc quyt nh ph hp hn ci thin tnh hnh hot ng ca cng ty tt hn. Bng 1.1: Bng phn tch tnh hnh ti sn: 31/12/2010 VND 429.046 14.761 9.000 120.863 281.718 2.703 185.472 179.165 6.306 614.518 398.490 303.161 95.329 216.028 216.685 (657.) 614.518 vt: triu ng Tc TT NI DUNG 31/12/2011 VND 545.380 77.969 0 125.948 335.948 5.514 236.885 217.668 19.217 782.266 229.457 186.140 43.317 552.808 551.311 1.497 782.266 tng (gim) (%) 27,11 428,21 (100) 4,21 19,25 103,99 27,72 21,49 204,73 27,29 (42,42) (38,6) (54,56) 155,89 154,43 (327,72) 27,29

I 1 2 3

Ti sn ngn hn Tin v cc khon tng ng tin Cc khon u t ti chnh ngn hn Cc khon phi thu ngn

hn 4 Hng tn kho 5 Ti sn ngn hn khc II Ti sn di hn 1 Cc khon phi thu di hn 2 Ti sn c nh 3 Bt ng sn u t 4 Cc khon u t ti chnh di hn 5 Ti sn di hn khc III TNG CNG TI SN IV N phi tr 1 N ngn hn 2 N di hn V Vn ch s hu 1 Vn ch s hu 2 Ngun kinh ph v qu khc VI TNG CNG NGUN VN

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GVHD: Th.S Si Th L Thy

(Ngun t phng k ton) Nhn vo bng tng kt ti sn qua cc nm gn y ta thy: cc khon ti sn ngn hn v ti sn di hn u tng, tuy nhin tc tng ca ti sn di hn ln hn tc tng ti sn ngn hn. Qua 2 nm ti sn di hn tng 27,72 % t ta c th thy c m rng sn xut kinh doanh ca cng ty. Vi mc trang b ti sn dai hn ln nh vy, trong thi gian ti cng ty cn ch nng cao cht lng ngun nhn lc ca mnh c th khai thc v s dng chng mt cch c hiu qu hn. Bn cnh cu trc n ca cng ty cng thay i ng k; c bit khong n phi tr tng dn qua cc nm; lm cho ngun vn ch s hu ca cng ty gim xung mt cch r rt. Bng 1.2: Bng phn tch ngun vn Ch tiu N phi tr/ Tng ngun vn Ngun vn ch s hu/ Tng ngun vn vt % % Nm 2010 Nm 2011 64,32 65,41 35,68 34,59 ( Ngun t phng k ton)

Bng 1.3: Bo co kt qu hot ng kinh doanh TT KHON MC 1 2 3 4 5 6 7 8 9 10 11 12 Doanh thu bn hng Cc khong gim tr Doanh thu thun Ga vn hng bn LN gp v bn hng Doanh thu hot ng ti chnh Chi ph ti chnh Chi ph bn hng Chi ph QLDN LN thun t HKD LN khc LN trc thu 2010 1.317.074 26.557 1.290.517 1.103.341 187.176 10.088 65.206 34.020 19.857 78.181 (26.391) 51.789 2011 1.855.377 45.961 1.809.416 1.289.403 520.013 9.782 55.062 45.790 40.115 388.827 2.701 391.528

vt: triu ng SO SNH 2010/2011 Tng(gim) % 538.302 40,87 19.404 73,07 518.898 40,21 186.062 16,86 332.836 177,82 (306) (3,04) (10.143) 11.770 20.257 310.645 29.093 339.739 (15,56) 34,59 102,01 397,34 (110,2) 656

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13 14 Thu TNDN LN sau thu 51.789 1.249 390.278

GVHD: Th.S Si Th L Thy

1.249 338.489 653,59

Nhn xt: Qua bng s liu phn tch trn ta thy Doanh thu thun qua 2 nm tng 518.898 tr , ng vi t l tng 40,21%.T lm
cho li nhun tng ln vi nhng l do sau: -Chi ph ti chnh gim 10.143 tr , ng vi t l gim15,56% l do t l li vay ngn

hng gim v s lng tin vay gim do lng vt t d tr gim. -Chi ph bn hng tng so vi 2010 l 34,59% c gi tr tuyt i l 11.770 tr. -Chi ph QLDN tng so vi 2010 l 102,01% v tuyt i t 20.257 tr S d chi ph ny tng l do l ph ngn hng tng v cc chi ph qun l khc tng theo gi th trng -Cc khon chi ph khc: Do nm 2010 cng ty thay chng trnh phn mm Oracle theo k ton M nn phn chit khu thng mi cho cc i l a vo khon mc ny lm cho cc khon gim tr doanh thui tng19.404 tr. Li nhun trc thu nm 2011 l 391.528tr .Nh vy cc chi ph trn tng lm cho li nhun ca cng ty trn thc t ch tng 339.739 tr Do t nm 2009-2010, cng ty c min thu thu nhp doanh nghip,nm 2011 mi bt u np thu thu nhp li nn li nhun sau thu qua 2 nm tng 338.489.tr ng vi t l tng 653,59%.

2. Thc trng v hot ng bn hng ti cng ty c phn cao su nng 2.1. T chc lc lng bn hng ti cng ty:
2.1.1 C cu t chc bn hng: C cu lc lng bn hng ca cng ty hin nay l c cu trc tip.
PH TNG GIM C BN HNG

TNG GIM C CNG TY

PHNG BN HNG

Hnh 2: C cu t chc lc lng bn hng

SVTH: Nguyn Hu Php

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C cu t chc lc lng bn hng ca cng ty c t chc t v tr lnh o cp cao ca cng ty l tng gim c cng ty v xuyn sut n cc nhn vin bn hng. Trung gian qun l bn hng gii s iu hnh ca ph tng gim c v trng phng kinh doanh. Vi c cu t chc lc lng bn hng nh hin nay c th gip nh qun tr cp cao nm bt c ton b hot ng ca lc lng bn hng, c th thc y vic to ra quyt nh chp nhong, thc hin quyt nh nhanh chng v k lut cht ch. ng thi vi c cu ny vic phn hi thng tin t pha nhn vin ti nh qun l ca cng ty mt cch nhanh chng, gip cho qu trnh trao i thng tin gia nhn vin v lnh o c thng nht v nhanh chng. B phn bn hng c chia lm hai mng: Mt l ti cng ty chu trch nhim gii p cc tht mt ca khch hng, nhn cc ng t hng thng qua in thoi hoc khi khch hng trc tip n ti cng ty xem hng mu, thng lng mua v vi iu kin lm vic nh vy nn nhn vin n chim t l ln. Th hi l hot ng trn th trng chu trch nhim tm kim, bn sn phm, tip xc khch hng, thu thp v bo co nhng tin tc v khch hng, th trng 2.1.2 Chc nng v nhim v ca lc lng bn hng: Chc nng:

Phng Bn hng: Lm th tc tiu th hng ha, lp v thc hin hp ng trong v ngoi nc. Nhn n t hng v phn phi. m phn v quan h khch hng trong nc v cng tc tiu th. Ph trch xut khu. Theo di tn kho v cp pht hng. Cng c v m rng nhng vng th trng mi. Theo di, phn tch cng n v tiu th. Lc lng nhn vin bn hng: Lc lng bn hng ca cng ty l ngi i din cng ty trong tt c cc mi quan h vi khch hng. L cu ni mi hot ng thng tin gia khch hng v cng ty. Nhim v: Nhn vin bn hng c cc nhim v c bn: - Thm d: Cc i din bn hng tm kim, gy dng nhng khch hng mi. - Bn sn phm ca cng ty.

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- Tip xc vi khch hng, gii p cc thc mc cho khch hng v cht lng, c im, cng dng ca sn phm - Qung b v sn phm, thuyt phc khh hng mua hng. - Tm kim khch hng mi. - Thu thp v bo co nhng tin tc v khch hng, th trng. 2.1.3 Cu trc lc lng bn hng: Hin nay, lc lng bn hng ca cng ty c t chc theo cu trc hn hp: Trn th trng Nng hin nay, cc khch hng ca cng ty c phn loi bao gm; Khch hng mua s; khch hng mua l v khch hng mua nh l. Nh vy trn mt khu vc a l nht nh cc i tng khch hng khc nhau s c phc v bi cc nhn vin bn hng khc nhau. Vic la chn nhn vin ph trch nhm khch hng no, s lng bao nhiu l ph thuc vo trnh , kinh nghim v thm nin ca h. Vi vic la chn ny, u im l cng ty s dng c nhng nhn vin gii, c nhn nhn qua thc t cng vic. Tuy nhin, nhc im l n khng tn dng c ht ngun lc ca nhn vin, c th lm tng chi ph cho nhn vin khi trong cng mt khu vc th trng. Hin ti cng ty phn chia khu vc bn hng theo tiu ch a l. y l cch phn chia khu vc n gin nht, ch da vo phn chia ranh gii hnh chnh ca cng ng dn c. Th trng ca cng ty l Min Trung v Ty Nguyn. Th trng ang nghin cu l th trng Nng. Bng 2.1: Tnh hnh nhm khch hng hin ti:

Nhm khch hng Khch hng t chc Khch hng tiu dng

S lng khch 350-400 100- 140

2.1.4 Quy m lc lng bn hng: S lng nhn vin bn hng hin nay ti cng ty c xc nh da theo quy m th trng v cng ty cha c phng php xc nh s lng nhn vin bn hng c th. Vic tng, gim nhn vin u do kinh nghim ca nh qun l da trn s tng/gim ca s lng khch hng. ng ch l trong thi gian n khi th trng ang hi phc tr li v tng trng nhanh v vy m c kh nng th trng cng ty c m rng n n nhu cu v vic tng s lng nhn vin bn hng.

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Theo quy nh ca cng ty, mt nhn vin bn hng s chu trch nhim bn hng cho mt s lng khch hng c th. Tnh hnh s dng lao ng lc lng bn hng trong thi gian qua c th hin nh sau: Bng s lng lao ng qua cc nm 2009-2011 C CU LAO NG GIA LAO NG PHC V, LAO NG TRC TIP V GIN TIP. Cc ch tiu 2009 S lng (ngi) 1195 31 18 1407 T l (%) 84,9 2,2 12,9 100 2010 S lng (ngi) 1313 35 202 1550 T l (%) 84,7 2,26 13,04 100 2011 S lng (ngi) 1328 39 205 1572 T l (%) 84,5 2,5 13,0 100

L trc tip L phc v L gin tip Tng

Bng 2.2: Tnh hnh s lng nhn vin bn hng qua cc nm: Qua bng trn ta c th thy c s gia tng ca s lao ng trc tip mt s lng rt ln so vi s lao ng gin tip,nh vy l cng ty ang tng bc thc hin mc tiu ca mnh l hon thnh d n u t nng cng sut sm lp t. Tuy nhin t l v s lao ng phc v v s lao ng trc tip thay i khng ng k, trong nm 2009 v thay i r rt trong nm 2010 v 2011, l nguyn nhn ca vic tuyn chn s lao ng trc tip trong thi gian qua khng hp l v khng ng cht lng. y l mt trong nhng nguyn nhn lm cho b my qun l cng ty cng knh, thi gian cht trong cng vic ln, gy ra tnh trng hot ng km hiu qu, cng vic khng n khp vi nhau (nht l i vi cng nhn trc tip ). Mt khc, do cng ty khng ch n cng tc o to v pht trin ngun nhn lc trong thi gian qua, dn ti c cu lao ng ng v trnh cng c nhiu iu bt hp l, c th hin r bng sau 2.2. Thc trng cng tc qun tr lc lng bn hng 2.2.1 Cng tc tuyn dng lc lng bn hng: Nhn vin l mt phn to nn s thnh cng cho cng ty, s bin ng v s lng nhn vin trong cng ty s th hin mt phn no tnh hnh hot ng ca cng ty. Lc lng bn hng ca cng ty do phng kinh doanh v phng t chc ca cng ty phi hp tuyn dng.

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Ngun tuyn dng ch yu l lao ng bn ngoi. Trong s lng nhn vin c trnh i hc, cao ng chim t l ln khong 50% cn li l lao ng ph thng cha qua trng, lp o to. Di y l qui trnh dng tuyn dng nhn vin trong thi gian qua ca cng ty. Quy trnh tuyn dng: Nhu cu nhn vin => Thng bo tuyn dng => Thu nhn h s => Sng lc h s =>Phng vn ng vin => La chn ng vin cho cng vic. Bng 3 : Qui trnh tuyn dng ti cng ty Nhu cu nhn vin

Thng bo tuyn dng

Thu nhn h s

Sng lc h s

Phng vn ng vin

La chn ng vin cho cng vic

Quy trnh tuyn dng ca cng ty rt n gin: Thng tin tuyn nhn vin c ng trn cc bo hoc thng qua s gii thiu ca cc nhn vin ang lm trong cng ty. Sau khi thu nhn h s ca cc ng vin cng ty m t phng vn kim tra cc ng vin do phng kinh doanh v phng nhn s t chc. Cc ng vin sau khi qua vng phng vn s c mi tham gia vic bn hng th cng cc nhn vin ca cng

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ty. Qua giai on ny cc ng vin t yu cu s tr thng nhn vin chnh thc ti cng ty. 2.2.2 Cng tc hun luyn: Cc chng trnh hun luyn vi mc ch: - Cc nhn vin bn hng cn hiu bit v ha ng vi cng ty: cng ty cn gii thiu lch s ca cng ty v mc tiu, t chc v cc h thng qun l, cc quan chc ch cht, kt cu ti chnh, c s vt cht ca cng ty, nhng sn phm chnh, khi lng tiu th. - Cn hiu bit cc sn phm ca cng ty: Nm bt c t im, chc nng ca sn phm. - Cn hiu bit nhng c im ca khch hng, i th cnh tranh: Cc nhn vin bn hng c tm hiu v cc kiu khch hng khc nhau v nhu cu ca h. - Cc i din bn hng cn bit cch cho hng c hiu qu: cc nhn vin bn hng c hun luyn nguyn l c bn cu ngh thut bn hng, gii thiu nhng un c ch yu khi cho bn tng loi sn phm c th. Quy trnh hun luyn: Nhn vin mi => i thc t ngoi th trng => Tp hun k nng cng vic => Chnh thc lm vic. Hnh 3: Qui trnh hun luyn hin ti ca cng ty

Nhn vin mi

i thc t ngoi th trng

Tp hun k nng cng vic

Chnh thc lm vic

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Quy trnh tuyn dng v o to nhn vin ca cng ty lun gn lin vi thc t cng vic. Do nhn vin sau khi c hun luyn ngn hn nhn vin s lm vic c ngay cho cng ty. Sau khi tm c nhng ng vin thch hp cho cng vic, ng vin s c tham gia thc t vo cng vic m mnh s lm, iu ny nhm kim tra li ng vin c thc s thch hp vi v tr cng vic hay khng; nhng ng vin ph hp nht s c tham gia nhng t tp hun ngn hn nhm to iu kin cho h lm vic mt cch hiu qu. Nhn vin bn hng mi sau khi c tuyn dng s c hun luyn trc tip ngoi th trng thng qua cc nhn vin bn hng khc v di s qun l ca gim st bn hng mi c th nhanh chng tip cn c vi th trng, gim chi ph hun luyn, o to cho cng ty. Tuy nhin, vic hun luyn nh trn s khng m bo cho nhn vin nhng chun mc c bn cn c ca nhn vin bn hng. Vic nng cao k nng bn hng gp hn ch nu nhn vin hng dn khng c cc k nng bn hng tt. 2.2.3 Chnh sch tin lng v ng vin nhn vin: Vic xc nh lng ti cng ty ph thuc vo nhiu yu t nh h s lng, ph cp, bc th. Vic tnh lng c Phng T Chc chu trch nhim thc hin v c tnh theo thnh, nm. - i vi khi vn phng: Ph thuc vo doanh s tnh tin lng cn i trn tng mc lng c bn nhn vi h s xc nh. H s lng ca cng ty c phng t chc hnh chnh v cng ty thng qua nh sau: - i vi khu vc sn xut: Ch yu c tr lng theo khi lng cng vic thc hin, tr lng theo sn phm nh cng nhn m khai thc , cng nhn ri nha, cng nhn b tng nha ... thng qua nhiu hnh thc khong vic ( i vi nhng cng vic d v c th xc nh c khi lng cng vic c th ). Nu cng ty khng c vic th tr lng theo ch ngng vic c th l tr lng ng bng mc lng c bn.

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Nu ta k hiu: Ldnc PC : : Lng da ngy cng trong thng Ph cp : H s lng bnh qun

GVHD: Th.S Si Th L Thy

HSLBQ

Th chnh sch lng c xy dng nh sau: i vi lao ng trc tip: + Lng lao ng qun l = Ldnc + PC + Lng lao ng trc tip = Ldnc + PC
-

+ Lng lao ng phc v = Ldnc + PC i vi lao ng gin tip: + Lng lao ng qun l = Ldnc + HSLBQ + Lng lao ng trc tip = Ldnc + HSLBQ + Lng lao ng phc v = Ldnc + HSLBQ ng vin nhn vin bn hng: - Thng qua cc hnh thc khen thng ti ch i vi cc nhn vin c n lc

trong vic bn hng trong thng v trong mi qu. - T chc cc cuc trao i kinh nghim, tm cch thuyt phc cc khch hng mi. - Trang b ng phc cho nhn vin bn hng, ngoi mc ch qung co, c ng th y cng l mt vn ho ca t chc. - T chc cc hot ng vui chi gii tr, hay t chc cho nhn vin i du lch mi t tng kt bn hng ca nm, hay vo cc dp l. - Khuyn khch cc nhn vin bn hng sng to, a ra cc ng gp trong vic a ra cc chng trnh thu ht khch hng. 2.2.4 Kim tra v nh gi nhn vin bn hng: Cng tc kim tra, nh gi nhn vin ch yu thng qua kt qu hot ng bn hng. Bn cnh cc cng tc hon thin s sch, thu hi cng n cng l cc yu t nhm nh gi mt nhn vin bn hng ti cng ty. Qu trnh kim tra, gim sot qui trnh bn hng ca nhn vin cn cha cht ch, vic bo co ca nhn vin cn cha

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thc t, cha tn dng ht thi gian tip xc vi khch hng. Sau y l mt s phng php m cng ty s dng trong vic nh gi kt qu ca nhn vin bn hng. Bng 2.4: Bng kim sot hnh vi c x ( nh gi trn 1 nhn vin) Nhn vin A Ch tiu nh gi 1. Tnh hp tc 2.Thc hin tt vic gii thiu bn hng 3. Thc hin hun luyn bn s 4. S thnh tho chuyn mn bn hng 5. Kin thc v sn phm 6. B ra nhiu thi gian hn cho hot ng h th khch hng Vic kim tra nh gi c thc hin theo ngy, theo thng, theo qu, theo nm nhm c s gim st, st sao mi hot ng ca i ng nhn vin bn hng. ng thi c nhng iu chnh kp thi cho i ng ny. 2.3 nh gi kt qu lc lng bn hng Bng 2.5: Bng tng hp chi ph duy tr hot ng lc lng bn hng (triu ng) PT ch s (%) 10/09 11/10 200 97.2 266.7 67.5 124.4 125 196 96.6 C ( )

Ch tiu Tin lng v tin thng Tuyn dng v o to Ph qung co, tip th giao dch Ch ph khc Tng

2009 540 15 45 600

2010 1.080 40 56 1.176

2011 1.052 27 70 1.149

Qua bng phn tch trn, chng ta thy rng chi ph hot ng ca lc lng bn hng ca cng ty tng. Tuy nhin, iu ny c th gii thch do nguyn nhn l s lng nhn vin bn hng tng ln qua cc nm. Nm 2010 tng ln gp 2 ln so vi 2009. Bn cnh nguyn nhn chnh tng ch ph l tng s lng nhn vin cn nhiu l do tc ng n: chi ph tuyn dng v o to tng mnh t 2009- 2010 nhng li st gim trong nm 2011 v tnh hnh hot ng kinh daonh ca cng ty gim xung

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do khng hong kinh t. Mt khc do mc tin lng c bn tng qua cc nm, xng du tng nhanh lm cho chi ph i li tng ln. Bng 2.12: Kt qu hot ng ca lc lng bn hng: Ch tiu Doanh thu bn hng Li nhun Chi ph bn hng Nhn vin bn hng S lng khch hng bnh qun S khch hng mi S khch hng mt i 2010 1.317.074 187.176 34.020 35 350 80 4 2011 1.855.377 520.013 45.790 39 320 20 10

Hiu qu hot ng ca lc lng bn hng c nh gi thng qua mt s ch tiu nh trong bng trn. Doanh thu bn hng c tng qua cc nm t 2010 n 2011 tng 40.87% iu ny cho ta thy c cng ty y mnh vic bn hng. V lm c iu trn ng thi cng ty cng phi tng thm chi ph cho vic bn hng. Vic tng them chi ph bn hng c th l do cng ty phi tng them nhn vin phc v cho s lng khch hng tng ln qua cc nm, trong cuc chin tranh ginh khch hng buc cng ty phi c khong tng them h tr bn hng. Tuy nhin trong nm 2011 s kng khch hng mt i nhiu trong khi s lng khch hng mi li t nguyn nhn chnh l do cuc khng hong ca nn kinh t gi sn phm h thp trong khi th trng xy dng th chm li.

Nhn xt v lc lng bn hng hin ti cng ty: Trong qua trnh phn tch tnh hnh ca cng ty trong thi gian qua trn nhiu mt t cc yu t bn ngoi ln cc nhn t bn trong. Qua ti c th a ra vi li nhn xt v u v nhc im ca cng ty trong cng tc qun tr lc lng bn hng u im: - Lc lng bn hng ca cng ty gp phn to ra v gi c s n nh trong hot ng kinh doanh trong khi mi trng kinh doanh ngy mt thay i nhanh chng.

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- Lc lng bn hng lun c gng hon thnh mi mc tiu m cng ty ra. - T thay i thch nghi vi mi trng kinh doanh mi - Nhn vin bn hng lun th hin tinh thn on kt, gip nhau, a phn c thi gian gn b lu di vi cng ty. Nhc im v nguyn nhn - Cn cha qun l i ng bn hng mt cch cht ch, kim sot, nh gi chnh xc nng lc ca tng c nhn. Cc bo co ca nhn vin cn thiu tnh thc t. Phng php nh gi nhn vin hin ti cha hon thin. - Hin ti, quy m lc lng bn hng gia tng nhng cha em li hiu qu cao. Do cha c cng tc qun l, thc y nhn vin mnh m, cha c s phn cng lao ng hp l.

Phn III: MT S GII PHP QUN TR LC LNG BN HNG

TI CNG TY CAO SU NNG 1. Phng hng v mc tiu kinh doanh ca cng ty 1.1 Phng hng:
-

Bc vo nm 2011 y l thi im cng ty xc nh l thi gian m

cng ty gp nhiu kh khn nhng bn cnh nhng kh khn v thch thc th cng ty cng gp nhiu thun li nn cng ty khng ngng phn u nng cao nng sut cht lng cng nh doanh thu tng cao v kt qu kinh doanh t kt qu cao. Chnh nhng yu cu y cng ty xy dng cho mnh mt phng hng kinh doanh bao gm ni dung:

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cu sn xut. trng.
-

GVHD: Th.S Si Th L Thy

Khng ngng hon thin b my t chc kinh doanh tip tc u t xy

dng c s vt cht k thut trang b thm thit b my mc hin i ph hp vi nhu Nng cao cht lng sn phm mu m phong ph i vi mt hng Khai thc trit nhng li th hin c v tim nng ca cng ty trn th

chnh l vi mc . trng so vi i th cnh tranh nng cao uy tnh v khng nh v tr ca mnh trn th Ci tin sn phm (c th l cc lp xe) m ngi tiu dng cha chp M rng a bn ra khu vc min Bc v min Nam v cc nc l mt

nhn to ra mt s trng hp cho tng loi lp. th trng y tim nng trc mt l cng ty cn m rng v pht trin h thng phn phi ca mnh ra cc tnh min Bc v min Nam v kt hp vi phng th trng phi khai thc tt th trng ny , cng ty khai thc nm c th trng ny ri khi c th m rng ra cc nc v xut khu. 2. Mc tiu: -

Tch cc hon thin qun tr lc lng bn hng mnh cho cng ty ti p ng nhu cu ca ngi tiu dng Tng th trng tiu th lp xe ti cc th trng

th trng Nng v min Trung nhm tng th phn.

2.Nhng vn tn ti v nguyn nhn: 2.1 Vn tn ti : -Cng tc nghin cu th trng cha tht hiu qu cha nm r c khch hng. -Do c tnh sn phm ca cng ty l hng dt may mang tnh thi v v th gy kh khn cho vic sn xut -Thiu cht ch trong vi xy dng cc k hoch -Thng tin n ngi tiu dng km .Hin nay cng ty ang bn hng trc tip nn b qua nhiu khu vc th trng quan trng, thng tin cp nht th trng chm 2.Nguyn nhn:

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-Cng ty cha c phng Marketing trong h thng qun l y l mt kh khn ln -Cng tc Marketing cha c ch trng nhiu -Cc nhn vin ca phng kinh doanh xut nhp khu cha ch trng n cng tc iu tra ,nghin cu th trng -Phng doanh xut nhp khu ang gp kh khn v c s vt cht k thut iu ny lm nh hng ln n cng vic ca cc nhn vin trong phng. 3. Mt s gii php hon thin cng tc qun tr lc lng bn hng ti cng ty c phn cao su nng Qun tr lc lng bn hng l mt hot ng v cng quan trng, n nh hng ti s tn ti hay khng ca cc doanh nghip trn th trng. Do vy, n l mi quan tm hng u ca cc nh kinh doanh. Trong nn kinh t th trng ang m ca, hi nhp ngy nay th vic sn xut ra sn phm v lm th no sn phm ca doanh nghip mnh thm nhp th trng, i vo tm tr ngi tiu dng, c h chp nhn nhng vn m bo kinh doanh c li l mt vn v cng au u ca cc nh qun tr bn hng. Bi nhim v ca h l lp ra cc k hoch bn hng, phng thc qun l lc lng bn hng, hun luyn, o to h sao cho ngy mt hon thin hn nhng k nng bn hng c th bn hng mt cch nhanh nht, a sn phm ra th trng mt cch thun li .Cng ty C Phn cao su nng cng khng nm ngoi nhng qui lut . Hin nay Cng ty ang n lc thng qua hot ng bn hng c th cnh tranh tt trn th trng, ngy mt nng cao uy tn v v th ca mnh, m bo pht trin lu di v bn vng. Qua nghin cu v tnh hnh hot ng kinh doanh v nh gi chung v hot ng qun tr lc lng bn hng ti Cng ty em xin a ra mt s bin php nhm hon thin hn na cng tc qun tr lc lng bn hng ti Cng ty nh sau: 3.1 Gii php tng cng hot ng nghin cu th trng Nhu cu con ngi, nhu cu x hi l v cng phong ph, a dng v thay i khng ngng, nht l trong thi i ngy nay, khi m doanh nghip v sn phm ca h phi t tm n khch hng ch khch hng khng cn tm n vi doanh nghip, vi sn phm ca doanh nghip na. Tha mn nhu cu khch hng by gi khng ch l sn phm cht lng tt, mu m p, bao b bt mt hay gi c hp l m cn chnh l

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GVHD: Th.S Si Th L Thy

hnh vi ca nhng nhn vin bn hng. Chnh h l ngi li ko khch hng n vi sn phm, Cng ty phi khng ngng tng cng hot ng nghin cu th trng, qua bit c khch hng ca mnh tha mn nh th no, tha mn n mc no khi dng sn phm ca cng ty 3.1.1.nh gi chung v s pht trin ca ngnh cao su i sng kinh t ngy cng pht trin, theo nhp sng CNH-HH xu hng tiu dng ca ngi dn (c bit l ngi dn thnh ph) c chuyn bin. Sn phm cao su phn phi rng khp th trng thng qua cc knh phn phi nh: i l, Siu th, Ch, Cc quy hng tp ha, Cng vi xu th ca th trng, xu th ca ngnh th sn phm ca Cng ty cng ngy mt i mi hn, a dng, phong ph hn. , Cng ty vch ra mc tiu n nm 2012 s hon chnh nhng c s sn xut mi, i i vi vic khng ngng ci tin mu m, tm ti nghin cu khng ngng a ra th trng sn phm mi v m bo uy tn , cht lng sn phm. 3.1.2. Gii php tng cng hot ng nghin cu th trng Qua nhng nh gi trn, Cng ty khng ngng thm nhp su v mnh hn na vo th trng ang rt nhiu c hi v thun li ny. C th, Cng ty s tng cng hot ng nghin cu th trng nhm thm nhp th trng, am hiu su hn tm l ngi tiu dung, kch thch mnh hn hnh vi tiu dng ca h.

Tin trnh nghin cu th trng c tin hnh theo cc bc sau:

Bc 1: Khoanh vng th trng nghin cu: Th trng trong nc,

c bit l th trng cc tnh Min Nam v Min Bc. y l khu vc th trng trng im ca cng ty khch hng chnh ca cng ty u tp trung hu ht y,

Bc 2: La chn phng php nghin cu: y Cng ty nn s

dng hai phng php l phng vn trc tip v quan st. + Phng php phng vn trc tip: phng vn nhng ngi tiu dng, c bit l nhng ngi lm trong c. + Phng php quan st: quan st hnh vi ca ngi tiu dng, quan st thi , hnh vi mua hng, la chn hng ha ca h v hat ng ca lc lng bn hng. Phm vi quan st v phng vn: siu th, trng hc.

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Bc 3: Nhn vin nghin cu th trng: L nhng nhn vin c c

t phng kinh doanh, c k nng v lnh vc ny nh: Ph phng kinh doanh, cc nhn vin khai thc th trng,

Bc 4: Tin hnh hot ng nghin cu th trng: Cc vn cn

nghin cu: + Xu hng tiu dng, xu hng th trng. + Hnh vi, cm ngh ca khch hng. + Mong mun, i hi ca khch hng. + Hot ng ca lc lng bn hng: Thi v cung cch phc v. + Mng li phn phi rng khp cha, khch hng c d tm mua sn phm ca cng ty c phn u t Phong Ph Sn Tr hay khng. + i th cnh tranh, sn phm v cc chin lc bn hng ca h. +

Bc 5: nh gi, tng hp, phn tch cc thng tin va nghin cu: Bc 6: T chc cuc hp bn hng: ph bin nhng thng tin, nh gi

tng hp c t th trng. Qua cuc hp bn hng, i ng nhn vin bn hng phi tip thu, cp nht nhng thng tin mi, bn cnh t nh gi nhng mt c v cha c ca mnh trong cng tc bn hng

Bc 7: T chc, trin khai cng tc QTLLBH: Da trn nhng nh

gi v tip thu, t chc, trin khai cng tc QTLLBH mt cch ph hp v hiu qu hn. 3.2. D on v lp k hoch bn hng y chnh l khu kh quan trng trong cng tc qun tr lc lng bn hng, bi n chnh l nn tng cng tc bn hng din ra thc s c hiu qu. Nhim v ca Ph gim c kinh doanh y l phi xc nh cho c nhng mc tiu bn hng v a ra nhng chin lc thc hin t mc tiu . Bn cnh , cc mc tiu ny s c so snh vi kt qu t c trn thc t nh gi thnh tch ca cc nhn vin bn hng. D on v bn hng s gip phng kinh doanh rt nhiu trong vic lp cc k hoch kinh doanh, tm kim khch hng v phn cng lc lng bn hng, bn cnh n cn gip b phn qun l trong vic lp ngn sch thu chi, c tnh lu lng tin mt v c k hoch lm vic vi ngn hng.

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Cng tc d on s l tin vch ra nhng k hoch bn hng ph hp, qua d on phng kinh doanh s c k hoch v phn b doanh s ti cc tnh min Trung ni chung v cc i l, ca hng ni ring; k hoch tng cng hay gim bt nhng hot ng khuyn mi, qung co c c nhng d on v k hoch bn hng chnh xc Cng ty cn xem xt cc yu t khch quan v ch quan nh sau: + D on k hoch mang tnh v m da trn xu hng bn hng trong khu vc min Trung nhng nm trc y v hin ti. + Nhng thay i bn trong Cng ty v nhng thay i ca cc i th cnh tranh. + Nhng thay i ca khch hng: nhu cu tiu dng, hnh vi mua hng, nhng i hi v mong mun + Nhng thay i trong mi trng kinh doanh ni chung v trn th trng min Trung ni ring. 3.3. Thc y nhn vin bn hng Mi nhn vin bn hng u c nhng nhu cu , mc tiu, nguyn vng v cc vn kh khn khc nhau, v th nh qun tr bn hng phi gip cho cc nhn vin ca mnh tha mn nhu cu, t ti mc tiu v gii quyt cc vn kh khn ca h. y l gii php c xem l hiu qu hn c khi n pht huy tc dng, khng c yu t no tt hn l chnh tinh thn lm vic ca nhn vin bn hng, n l ng c tt nht gip h lm vic hng say v c hiu qu cao. i vi Cng ty, em xin a ra mt s bin php nhm thc y qu trnh lm vic ca cc nhn vin bn hng nh: + Cng c lng tin, cao vai tr ca LLBH trong qun tr lc lng bn hng ti Cng ty, cn cho mi nhn vin bn hng thy r vai tr v v tr ca h. Qua kch thch thc v vai tr v nhim v ca mi nhn vin bn hng, h lm vic nghim tc hn. + Lun nh gi, tha nhn mt cch khch quan thnh tch lm vic ca mi nhn vin bn hng, vic nh gi l cng khai, ai c thnh tch cao th c thng di hnh thc tin thng cng vo tin lng cui thng, ai lm khng tt th b ph bnh, ct im thi ua cui nm. iu ny s lm gng cho cc nhn vin khc phn u noi theo v cng kp thi sa cha nu c sai st.

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+ C nhng chnh sch khen thng i vi nhng nhn vin c thnh tch trong bn hng nh: Bn c hng vi doanh s ln, thu ht c nhiu khch hng bng cch trch thng 2% - 3% doanh s t c. + a ra nhng chnh sch thi ua trong bn hng, nh gi thnh tch hng nm nh nu ai bn hng vt ch tiu t ra t 50% tr ln s c tng bc lng v nng cp cng tc. + Vo cc dp L, Tt c cc phn qu cng 200 ngn ng n 1 triu ng cc nhn vin bn hng cng gia nh n Tt, vui L. + Tm hiu hon cnh gia nh cc nhn vin bn hng, i c hon cnh kh khn s c h tr v thi gian hoc c lm vic tng ca kim thm thu nhp. + Mi nm Cng ty nn t chc mt chuyn i tham quan, du lch cho cc nhn vin bn hng v nhn vin ton Cng ty phn no kch thch tinh thn lm vic v cng hin ca h. 3.4. Hun luyn, o to i ng nhn vin bn hng Mt nhn vin bn hng mun lm tt cng vic ca mnh th ngoi s chuyn tm anh ta cn phi c k nng v kinh nghim bn hng tt. V th vic hun luyn v o to cc k nng bn hng cho nhn vin bn hng l mt iu quan trng, n l nhn t gip y mnh cng tc bn hng, y mnh doanh s bn. i vi Cng ty C phn cao su nng, cn c nhng chnh sch hun luyn v o to nh sau: 3.4.1. Hun luyn Da vo c im cng vic v lnh vc hot ng, c im sn phm Cng ty nn chn chng trnh hun luyn thch hp v c hiu qu nht, phi phn lung hai i tng hun luyn l nhn vin mi v nhn vin lu nm c nhng chnh sch hun luyn ph hp: + i vi nhn vin bn hng l nhn vin mi: Cng ty nn chn cch hun luyn l sp xp nhng nhn vin mi ny vo bn hng cng nhng nhn vin lu nm, y l mt phng thc hun luyn kh hiu qu v tn rt t chi ph, nht l i vi qui m v kh nng ca Cng ty nh hin nay. Qua phng thc ny, cc nhn vin mi c th hc hi kinh nghim cng nh k nng bn hng trc tip, nhanh

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v hiu qu nht. Bn cnh , khi nh gi v cc nhn vin mi ny Cng ty s thng qua vic phng vn nhng nhn vin c c nhng thng tin v thi lm vic, tc phong lm vic cng nh thi bn hng ca cc nhn vin mi sau s c nhng chn chnh, nhng phng thc o to ph hp. + i vi nhn vin bn hng l nhn vin lu nm: Cng ty nn to cc iu kin h pht trin kh nng ca mnh nh t ra cc ch tiu v doanh s bn hay s lng khch hng m h thu ht c, nu hon thnh tt s c chnh sch khen thng bng cch thng 2% - 3% doanh s h bn c. Sau tip tc nng cao ch tiu cho h thc hin. Hng nm Cng ty nn t chc cc cuc thi ua bn hng gii nhm kch thch cc nhn vin bn hng hot ng tt hn t thnh tch v cng l mt cch nng cao doanh s bn. 3.4.2. o to o to i ng bn hng gp phn nng cao nhanh chng cht lng trong cng tc bn hng ti Cng ty thng qua qu trnh cung cp nhng k nng, kinh nghim bn hng v nng cao thc trch nhim gip cho nhn vin bn hng thc hin tt hn cng vic ca mnh. 3.4.3. Gii php tin lng cho lc lng bn hng Ta c cng thc tnh lng: Lng = Lng c bn + Lng ph cp = a x p1 + b x p2 Vi: a : H s lng ca lng ca lng c bn b : H s lng ca lng ph cp p1 : n gi lng ph cp p2 : n gi lng c bn Mc lng c bn do Chnh ph qui nh, Cng ty khng c quyn tc ng vo n, do vy Cng ty s c chnh sch lng da vo mc lng ph cp (b x p2). i vi cc nhn vin bn hng, thnh tch ca h c nh gi qua qu trnh hot ng v doanh s bn ca h nh th no. V th Cng ty khng nn dung phng php tnh tin lng theo thm nin lm vic, iu ny s gy tnh chy li,

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li ca cc nhn vin lu nm v s nn ch, bt cn ca cc nhn vin t thm nin. C th Cng ty s s dng phng php tnh lng nh sau: Tr lng theo mc hon thnh cng vic: Hnh thc tr lng ny th hin qua mc hon thnh ch tiu doanh s bn hng thng ca mi nhn vin bn hng, c th hin qua h s lng ph cp: Ch tiu doanh s bn - Hon thnh 100% - Hon thnh vt 10% - Hon thnh vt 30% - Hon thnh vt 50% - Hon thnh vt 70% tr ln H s lng ph cp (b) 1,0 1,5 1,7 2,0 2,5

Hnh thc ny s kch thch nhn vin bn hng lm vic hiu qu hn, ai cng tng tc lm vic tng doanh s bn hng thng, c hng h s lng cao. V hnh chung, t h s to ra mt cuc thi ua bn hng, s to cho h ng c v s hng say lm vic. Trn y l mt s gii php nhm hon thin hn na cng tc QTLLBH ti cng ty C phn cao su nng gip ngy cng pht trin v doanh s bn v nng cao li nhun hot ng.

KT LUN
Qun tr lc lng bn hng ng mt vai tr rt quan trng, chnh l cu ni a sn phm n tay khch hng v li ko khch hng chn mua sn phm. Lc lng bn hng l mt thnh phn khng th thiu ca mi doanh nghip, chnh h l yu t lm tng doanh thu, tng doanh s bn sn phm v gip doanh nghip cnh tranh lu di vi cc i th cng ngnh. Qua nhng thng tin tm hiu em c bit Cng ty C phn u cao su nng chuyn phn phi v bn sn phm ca cng ty ra cc tnh trong nc t Bc vo Nam v th trng th gii . Sn phm ca Cng ty c phn cao su nng tr nn ph bin v c nhiu ngi tiu dng chn, cao su nng tr thnh mt thng hiu mnh. Doanh thu hng nm ti Cng ty ln ti con s hng chc t ng,

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song em nhn thy rng con s ny cn c th tng cao hn na nu cng tc qun tr lc lng bn hng y c hon thin v y mnh. V l do em la chn ti hon thin cng tc qun tr lc lng bn hng ti cng ty cao su nng qua c th a ra mt s gii php hiu qu hn nhm gp phn hon thin hn na cng tc qun tr lc lng bn hng ti Cng ty gip nng cao doanh s bn v doanh thu hng nm, sn phm ca cao su nng ngy cng khng nh c v th ca mt thng hiu mnh. - Vi ti ny em mong mun Cng ty khng ngng xy dng cho mnh ln mnh, hon thin lc lng bn hng p ng nhu cu th trng l ngi bn ng hnh ca mi ngi. S hon thin ti ny l nh s gip tn tnh ca thy c trong khoa Qun tr kinh doanh v GVHD c Si Th L Thy cng vi ban lnh o c quan c bit l phng bn hng ca Cng ty .Em xin chn thnh cm n ! ti ny khng trch c nhng thiu st, Vy mong thy c v ban lnh o Cng ty gp chuyn ny hon thin hn

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