B GIO DC V O TO TRNG I HC KINH T TP.

H CH MINH
_____________ _____________
TRN TH DIM
XY DNG CHIN LC KINH DOANH CA CNG TY VISSAN N NM 2015
Chuyn ngnh: M s: Qun tr kinh doanh 60.34.05
LUN VN THC S KINH T
Ngi hng dn khoa hc:
PGS.TS Phng Ngc Thch
TP. H Ch Minh Nm 2007

MC LC
Trang

Trang ph ba Mc lc Danh mc cc k hiu, ch vit tt Danh mc cc bng, biu Danh mc cc

Chng 1: C S L LUN V CHIN LC KINH DOANH........... 1

1.1. Mot so khi nim.................................................................
.............................1 1.1.1. Chin lc kinh doanh ..........................
..................................................1 1.1.2. Qun tr chin lc ...........
.......................................................................1 1.2. Qu
y trnh xy dng v la chn chin lc...................................................1 1
Xc nh nhim v, mc tiu v chin lc hin ti ...............................2 1.2.2. X
doanh.....................................................................2 1.2.
3. Nghin cu mi trng xc nh cc c hi v e da ch yu.........3 1.2.3.1. Mi tr
.....................................3 1.2.3.2. Ma trn nh gi cc yu t bn ngoi (EFE)..
............................3 1.2.3.3. Mi trng vi m ca doanh nghip....................
.............................4 1.2.3.4. Ma trn hnh nh cnh tranh ....................
.........................................6 1.2.4. Phn tch ni b nhn din nhng im m
..............6 1.2.4.1. Mi trng ni b ca doanh nghip..................................
.............6 1.2.4.2. Ma trn nh gi cc yu t bn trong IFE............................
........8 1.2.5. Thit lp mc tiu di hn ................................................
.......................9 1.2.6. Xy dng v la chn cc chin lc thc hin.............
.......9 1.2.6.1. Xy dng chin lc Cng c ma trn SWOT..............................9

1.2.6.2. La chn chin lc Ma trn hoch nh chin lc c th nh

lng (QSPM)........................................................................
.........10

Chng 2: PHN TCH HOT NG SN XUT KINH DOANH CA CNG TY TNHH MT THNH VIN VIT NAM
................................................................................
... 12
2.1. Gii thiu s lc v cng ty VISSAN....................................................
.....12 2.1.1. Qu trnh hnh thnh cng ty VISSAN .......................................
..........12 2.1.2. B my qun l cng ty................................................
.........................14 2.1.3. Ngnh, ngh kinh doanh...........................
.............................................14 2.1.4. Phn tch cc ch tiu ch yu phn n
u sn xut - kinh doanh....15 2.1.4.1. Doanh thu, sn lng ...............................
.......................................15 2.1.4.2. Cc sn phm chnh ca VISSAN .........
.........................................16 2.2. Phn tch ni b cng ty VISSAN .........
........................................................17 2.2.1. Qun tr .........
................................................................................
.........17 2.2.1.1. Hoch nh ......................................................
................................17 2.2.1.2. T chc ................................
...........................................................17 2.2.1.3. Lnh o.......
................................................................................
...18 2.2.1.4. Kim sot ...........................................................
.............................18 2.2.2. Hot ng Marketing............................
.................................................18 2.2.2.1. Sn phm...............
..........................................................................19 2.2
.2.2. Gi c .......................................................................
.......................19 2.2.2.3. Phn phi .......................................
.................................................20 2.2.2.4. Chiu th..............
............................................................................22 2
.2.3. Hot ng nhn s...................................................................
..............23 2.2.4. Hot ng ti chnh - k ton .......................................
........................24 2.2.5. Hot ng nghin cu v pht trin ........................
...........................26 2.2.6. Hot ng sn xut - tc nghip ........................
...................................27 2.2.6.1. Cung ng nguyn liu...................
..................................................27 2.2.6.2. Sn xut..............
.............................................................................27
2.2.6.3. Vic b tr nh my..............................................................
...........27

2.2.6.4. Nng lc sn xut..............................................................

..............28 2.2.6.5. Qun l cht lng..............................................
............................29 2.2.7. Hot ng h thng thng tin .........................
.......................................29 2.2.8. Ma trn nh gi cc yu t ni b (IFE)....
.....................................30 2.3. Phn tch yu t mi trng tc ng n hot
...............................................................................
.................. 31 2.3.1. Mi trng v m ............................................
......................................31 2.3.1.1. Yu t kinh t......................
............................................................31 2.3.1.2. Yu t chnh p
h v lut php ........................................................33 2.3.1.3. Yu t x
hi...............................................................................
....33 2.3.1.4. Yu t t nhin.........................................................
.......................34 2.3.1.5. Yu t khoa hc cng ngh..............................
............................34 2.3.1.6. Bi cnh quc t................................
..............................................35 2.3.2. Ma trn nh gi cc yu t bn ngoi
) .......................................35 2.3.3. Mi trng vi m ....................
..............................................................36 2.3.3.1. i th cnh t
ranh...........................................................................3
6 2.3.3.2. Nhng khch hng ..........................................................
................44 2.3.3.3. Nhng nh cung cp .......................................
................................45 2.3.3.4. i th tm n mi .............................
.............................................46 2.3.3.5. Sn phm thay th............
...............................................................47 2.3.3.6. Ma trn
hnh nh cnh tranh ...........................................................47

Chng 3: XY DNG CHIN LC KINH DOANH CA CNG TY VISSAN N NM 2015 ....................

....................................... 50
3.1. Xy dng cc mc tiu ca cng ty VISSAN n nm 2015 ......................50 3.1.1. C
tiu.....................................................................50 3.1.2
. Mc tiu hot ng sn xut kinh doanh cng ty VISSAN n 2015 ..51 3.1.2.1. Mc tiu di h
.................................................................51 3.1.2.2. Mc t
iu c th............................................................................
....51 3.2. Xy dng cc chin lc ........................................................
........................52 3.2.1. Phn tch ma trn SWOT xut chin lc ..............
............52 3.2.2. Phn tch cc chin lc xut ......................................
...............54

3.2.2.1. Nhm chin lc S-O ...........................................................

..........54 3.2.2.2. Nhm chin lc S-T...............................................
.......................54 3.2.2.3. Nhm chin lc W-O..................................
..................................55 3.2.2.4. Nhm chin lc W-T ......................
..............................................55 3.2.3. La chn chin lc Ma trn QSPM....
.................................................55 3.3. Cc gii php thc hin chin l
....................................................60 3.3.1. Gii php v nhn s .......
......................................................................60 3.3.2.
Gii php v t chc......................................................................
........61 3.3.3. Gii php v h thng thng tin ..........................................
..................62 3.3.4. Gii php v nghin cu pht trin.............................
.....................63 3.3.5. Gii php v sn xut - tc nghip ...........................
............................63 3.3.5.1. Gii php v cung ng nguyn liu ..................
..............................63 3.3.5.2. Gii php v sn xut - thit b ..................
....................................64 3.3.5.3. Gii php v qun l cht lng .............
.....................................65 3.3.6. Gii php v ti chnh - k ton..............
..............................................66 3.3.7. Gii php v marketing .......
..................................................................67 3.3.7.1. Gii
php v sn phm....................................................................67
3.3.7.2. Gii php v gi ..............................................................
................68 3.3.7.3. Gii php v phn phi .......................................
............................68 3.3.7.4. Gii php v chiu th ...........................
..........................................69 3.4. Kin ngh ........................
................................................................................
.71 3.4.1. i vi Nh nc ................................................................
..................71 3.4.2. V pha cng ty...........................................
...........................................72 Kt lun .............................
................................................................................
.......74 Ti liu tham kho Ph lc

DANH MC HNH V
Hnh 1-1: M hnh qun tr chin lc ton din..............................................
.. 2 Hnh 1-2: M hnh 5 lc ca Michael E. Porter........................................
................. 5 Hnh 1-3: Cc ni dung ch yu cn phn tch v i th cnh tranh ......
.... 5 Hnh 2-1: S knh phn phi ni a ...............................................
............ 21

DANH MC BNG
Bng 2-1: Kt qu hot ng ca cng ty trong giai on 2002 2006.................. 15 Bng
kt qu thc hin so vi k hoch 2006 .................................... 17 Bng 2-3:Doan
hu ni a giai on 2002 2006 ................................................ 20 Bng 2-4
C cu nhn vin theo tui...............................................................
. 23 Bng 2-5: C cu trnh lao ng .....................................................
................. 23 Bng 2-6: Kh nng thanh khon ca cng ty giai on 2002 2006 .......
........ 24 Bng 2-7: V ng quay ti sn.................................................
................................... 25 Bng 2-8: Kh nng sinh li .....................
............................................................... 25 Bng 2-9: Ma trn
nh gi cc yu t bn trong (IFE) ca VISSAN .................... 30 Bng 2-10: Cc ch ti
inh t giai on 2000 2006........................... 31 Bng 2-11: Ma trn nh gi cc y
(EFE) ca VISSAN................. 36 Bng 2-12: Th phn sn phm hp ca cc cng ty ti
.. 43 Bng 2-13: Ma trn hnh nh cnh tranh (tht heo bn) .................................
......... 47 Bng 2-14: Ma trn hnh nh canh tranh ( hp).................................
................. 48 Bng 2-15: Ma trn hnh nh cnh tranh (xc xch tit trng, lp xng,
ngui v hng ch bin khc) ...............................................................
..... 48 Bng 3-1: Ma trn SWOT ....................................................
.................................... 53 Bng 3-2: Ma trn QSPM ca cng ty VISSAN Nhm chi
lc S-O .............. 56 Bng 3-3: Ma trn QSPM ca cng ty VISSAN Nhm chin lc S-T .
.... 57 Bng 3-4: Ma trn QSPM ca cng ty VISSAN Nhm chin lc W-O ............ 58 Bng
trn QSPM ca cng ty VISSAN Nhm chin lc W-T ............ 59

DANH MC CH VIT TT
APEC CB.CNV

(Asia Pacific Economic Cooperation): t chc hp tc kinh t Chu Thi Bnh Dng cn b c
.
Ma trn EFE (External factors environment matrix): ma trn nh gi cc yu t FDI GDP HACCP
trn IFE IMF ISO ODA QSPM WTO TNHH
(Foreign
Direct Investment): u t trc tip nc ngoi.

(Gross Domestic Product): tng sn phm ni a (Hazard Analysis anh Critical Control Point)
: phn tch mi nguy v kim sot ti hn. (Internal factors environment matrix): ma trn n
bn trong. (International Monetary Fund): qu tin t quc t. (International Organization f
or Standardization): t chc tiu chun ha quc t (Official Development Assistance): h tr
rin chnh thc. (Quantitative strategic planning matrix): ma trn hoch nh chin lc c t
ld Trade Organization): t chc thng mi th gii. trch nhim hu hn

DANH MC BIU
Biu 2-1: Th phn hp ca cc cng ty ti th trng ni a....................... 43

LI M U
1. L do chn ti: Thc phm c ngun gc t tht gia sc, gia cm v rau, c, qu l ngu
c th con ngi. S tng trng cao v n nh ca nn kinh t Vit Nam ko theo vic tng
dn cng c nng cao th nhu cu s dng cc sn phm trn tng mnh. Tuy nhin, nguy c
thc n gia sc, gia cm v vic s dng ha cht, thuc tr su khng hp l dn n hm l
, d lng thuc tr su qu mc cho php trong thc phm cao nh hng khng nh n sc kh
h trn n gia sc, gia cm trong nhng nm gn y din ra phc tp k c trong nc v ngo
ia sc, gia cm. Vic Vit Nam chnh thc gia nhp t chc thng mi th gii WTO t thng 1
su vo nn kinh t khu vc v th gii va l c hi v va l thch thc i hi doanh nghi
cc sn phm Vit khng ch trn th trng quc t m ngay c trn th trng trong nc. VI
sng v ch bin t tht gia sc, gia cm hn 30 nm qua v tr thnh mt trong nhng n v
y i ca nn kinh t, n nay c nhiu n v tham gia vo lnh vc ny, iu i hi
trng kinh doanh ngy cng kh khn v cnh tranh gay gt, i hi cc doanh nghip phi c
. Vi mong mun gp phn vo s pht trin ca cng ty VISSAN, ti chn ti Xy dng chi
SAN n nm 2015 vit lun vn tt nghip.

2. Mc tiu nghin cu: H thng ha c s l lun v chin lc kinh doanh: khi nim v qu
hn tch thc trng hot ng sn chin lc; quy trnh xy dng v la chn chin lc. xut
h hng n s pht trin ca cng ty, t xy dng chin lc kinh doanh ph hp. Xy dng
chin lc ra. Mc tiu chnh ca lun vn ny nhm gip cho cng ty ng vng hn trong
tng v phm vi nghin cu: i tng nghin cu: nghin cu quy trnh xy dng v la chn
H Mt Thnh Vin Vit Nam K Ngh lc ca cng ty. Sc Sn (VISSAN), trong qu trnh nghin
nghin cu sang cc cng ty cnh tranh trong ngnh git m v ch bin thc phm t tht gia
php nghin cu: D liu c ly t nhiu ngun: cng ty VISSAN, Tng Cc Thng K, cc bo,
cc phng php m t, thng k, so snh, tng hp, phn tch v tnh ton s liu. 5. Kt c
3 chng sau: Chng 1: C s l lun v chin lc kinh doanh Chng 2: Phn tch hot ng
TNHH Mt Thnh Vin Vit Nam K Ngh Sc Sn (VISSAN). Chng 3: Xy dng chin lc kinh do
N n nm 2015.

CHNG 1 C S L LUN V CHIN LC KINH DOANH

1.1. Mot so khi nim: 1.1.1. Chin lc kinh doanh: Chin lc kinh doanh ca mt doanh ng
h hnh ng tng qut hng ti vic thc hin nhng mc tiu ca doanh nghip. Chin lc l
g nh cc k hoch ch yu t c cc mc tiu , n cho thy r
cng ty ang hoc s t
thuc vo lnh vc kinh doanh g. Mc ch ca mt chin lc l nhm tm kim nhng c hi,
vn ln tm v th cnh tranh. 1.1.2. Qun tr chin lc: Theo Fred R. David: qun tr chi
thut v khoa hc thit lp, thc hin v nh gi cc quyt nh lin quan nhiu chc nng c
cch khc, qun tr chin lc tp trung vo vic hp nht vic qun tr, tip th, ti chnh
v cc h thng thng tin cc lnh vc kinh doanh t c thnh cng ca t chc. 1.2. Q
o Fred R. David, cc giai on qun tr chin lc gm 3 giai on: giai on hnh thnh chi
lc v giai on nh gi kim tra chin lc.

Hnh 1-1: M hnh qun tr chin lc ton din

Thng tin phn phi
Nghin cu mi trng xc nh cc c hi v e da ch yu
Thit lp mc tiu di hn
Thit lp nhng mc tiu ngn hn
Xc nh nhim v, mc tiu v chin lc hin ti
Xt li mc tiu kinh doanh
Phn phi cc ngun lc
o lng v nh gi kt qu
Kim sot ni b nhn din nhng im mnh yu
Xy dng v la chn cc chin lc thc hin
ra cc chnh sch
Thng tin phn hi Hnh thnh chin lc Thc thi chin lc nh gi chin lc

Cc giai on hnh thnh chin lc: 1.2.1. Xc nh nhim v, mc tiu v chin lc hin t
can c xem xet trong qun tr chin lc v tnh hnh v iu kin hin ti ca cng ty
li mc tiu kinh doanh: Nhim v ca vic kinh doanh l to lp cc u tin, cc chin lc,
. y l im khi u cho vic thit lp cng vic qun l v nht l vic thit lp c cu
oanh nghip phc tho ng hng ca h v thit lp mc tiu. 1.2.3. Nghin cu mi trng
trng v m ca doanh nghip:

Cc yu t sau y ca mi trng v m nh hng n doanh nghip l: Yu t kinh t: ch y

sut ngn hng, giai on chu k kinh t, cn cn thanh ton, chnh sch ti chnh v tin t
hng ngy cng ln n hot ng ca doanh nghip. Doanh nghip phi tun theo cc qui nh
gi, qung co, ni t nh my v bo v mi trng. Yu t x hi: bao gm quan nim v ch
g tc tp qun truyn thng, trnh hc vn, cng ng kinh doanh, ph n trong lc lng l
yu n doanh nghip l nhim, thiu nng lng v s dng lng ph cc ti nguyn thin nh
nguyn do thin nhin cung cp. Tt c cc vn ny khin cc nh qun tr chin lc phi
quyt nh. Yu t khoa hc - cng ngh: nhiu cng ngh tin tin ra i nh hng trc ti
ghip, to ra cc c hi cng nh nguy c i vi tt c cc ngnh v cc doanh nghip. S ra
nh nghip sn xut theo phng php truyn thng l lm cho cc sn phm hin c ca doanh ng
oanh nghip phi thay i cng ngh nng cao nng lc cnh trn th trng. 1.2.3.2. Ma tr
): Ma trn EFE l cng c tm tt v nh gi cc thng tin bn ngoi doanh nghip nh cc y
x hi, t nhin, khoa hc cng ngh. C nm bc trong vic pht trin ma trn EFE: (1) Lp
r quyt nh i vi s thnh cng nh nhn din trong qu trnh kim tra cc yu t t b
g ty; (2) Mc quan trng: phn loi tm quan trng t 0,0 (khng quan trng) n 1,0 (rt
yu t. S phn loi ny cho thy tm quan trng tng ng ca yu t i vi s thnh c
Tng s cc mc phn loi c n nh cho cc nhn t ny phi bng 1,0;

(3) Phn loi: phn loi t 1 n 4 cho mi yu t quyt nh s thnh cng cho thy cch
g vi yu t ny, trong 4 l phn ng tt, 3 l phn ng trn trung bnh, 2 l phn ng tr
hn mc quan trng vi phn loi ca tng yu t xc nh s im v tm quan trng; (5
tng s im quan trng cho t chc. Bt k s cc c hi ch yu v mi e da c bao gm
ao nht l 4,0, thp nht l 1,0 v trung bnh l 2,5. Tng s im quan trng l 4,0 cho th
rt tt vi cc c hi v mi e da hin ti trong mi trng ca h. Tng s im l 1,0 ch
dng c cc c hi hoc trnh c cc mi e da bn ngoi. 1.2.3.3. Mi trng vi m ca
ip l cc yu t ngoi cnh i vi doanh nghip, quyt nh tnh cht v mc cnh tranh
g m hnh 5 lc ca Michael E Porter phn tch mi trng ny gip nh qun tr thy c
doanh nghip. Hnh 1-2: M hnh 5 lc ca Michael E. Porter
Cc i th mi tm n Nguy c c cc i th cnh tranh mi Kh nng thng lng ca ngi
nng thng lng ca ngi mua
Ngi cung cp
Ngi mua

S tranh ua gia cc doanh nghip hin c mt trong ngnh Nguy c do cc sn phm v dch v
h

i th cnh tranh: Hnh 1-3: Cc ni dung ch yu cn phn tch v i th cnh tranh.

iu g i th cnh tranh mun t ti Mc ch tng lai tt c cc cp qun tr v a ch
tr hin ti khng? - Kh nng i th chuyn dch v i hng chin lc nh th no? - i
tranh tr a mt cch mnh m v hiu qu nht? iu g i th cnh tranh ang lm v c th
tranh nh th no

Nhn nh Cc tim nng nh hng ca n v C mt mnh v mt yu ngnh cng nghip hng (ng
Nhng khch

ca cng ty. Tuy nhin, khch hng c u th c th lm cho li nhun ca ngnh gim bng cc
hi lm nhiu cng vic dch v hn. Nhng nh cung cp: c th gy mt p lc mnh trong ho
cp bao gm: nh cung cp nguyn vt liu, ngi bn vt t, thit b; cng ng ti chnh;
mi tham gia kinh doanh trong ngnh c th l yu t lm gim li nhun ca doanh nghip do
nng lc sn xut mi, vi mong mun ginh c th phn v cc ngun lc cn thit. Sn phm
hn ch tim nng li nhun ca ngnh do mc gi cao nht b khng ch. 1.2.3.4. Ma trn hn

Ma trn hnh nh cnh tranh nhn din nhng nh cnh tranh ch yu cng nhng u th v khuy
rng ca ma trn EFE trong trng hp cc mc quan trng, phn loi v tng s im quan t
cng ty i th cnh tranh c so vi cng ty mu. Cc mc phn loi c bit ca nhng cng
mc phn loi ca cng ty mu. Vic phn tch so snh ny cung cp cc thng tin chin lc q
rn hnh nh cnh tranh tng t nh cch xy dng ma trn nh gi cc yu t bn ngoi. 1.2
yu: 1.2.4.1. Mi trng ni b ca doanh nghip: Bao gm cc yu t ch yu nh: qun tr,
k ton, nghin cu v pht trin, sn xut tc nghip v h thng thng tin. Qun tr:
, lnh o v kim sot. Hoch nh: bao gm tt c cc hot ng qun tr lin quan n vic
thit lp mc tiu, ra cc chin lc, pht trin cc chnh sch, hnh thnh cc mc ch
ra c cu ca mi quan h gia quyn hn v trch nhim. Nhng cng vic c th l thit k t
vic, chi tit ha cng vic, m rng kim sot, thng nht mnh lnh, phi hp sp xp, thi
Lnh o: bao gm nhng n lc nhm nh hng hot ng ca con ngi, c th l lnh o, l
quyn, nng cao cht lng cng vic, tha mn cng vic, tha mn nhu cu, thay i t chc,
thn qun l. Kim sot: lin quan n tt c cc hot ng qun l nhm m bo cho kt qu
ng ch yu: kim tra cht lng, kim sot ti chnh, bn hng, hng tn kho, chi ph, ph

Marketing: c th c m t nh mt qu trnh xc nh, d bo, thit lp v tha mn cc nh

y dch v. Hot ng marketing gm nghin cu mi trng marketing nhn din cc c hi th
trng mc tiu v nh v th trng, v.v., sau c thit k, t chc thc hin v kim
s: ng vai tr quan trng trong qu trnh thc hin chin lc. Hot ng nhn s bao gm:
chn lc, nh hng, o to, pht trin, quan tm, nh gi, thng pht, thng cp, thuy
chnh k ton: lin quan n nhng hot ng huy ng v s dng cc ngun lc vt cht c
in hch ton kinh t trong tt c cc khu cng vic trong qu trnh hot ng. iu kin t
cnh tranh tt nht ca cng ty v l iu kin thu ht nht i vi cc nh u t. Nghin c
ng vic pht hin v ng dng nhng cng ngh mi kp thi to li th cnh tranh trn th
tranh, nng cao cht lng sn phm, ci tin quy trnh sn xut gim bt ph. Sn xut
hm bin i cc yu t u vo thnh cc yu t u ra (hng ho v dch v) tng cng o
thng tin: thng tin lin kt tt c cc chc nng trong kinh doanh vi nhau v cung cp c s
qun tr. H thng thng tin tip nhn cc d liu th t c mi trng bn ngoi v bn tro
qu s gip nng cao nhng hiu bit v cc chc nng kinh doanh, ci tin vic thng tin li
n nhiu hn cho vic ra quyt nh, phn tch kh khn, v gip nng cao s kim sot. 1.2.4.
trong IFE: Ma trn IFE l cng c tm tt v nh gi nhng mt mnh v yu quan trng ca c
v n cng cung cp c s xc

nh v nh gi mi quan h gia cc b phn ny. C nm bc trong vic pht trin ma trn

uy trnh phn tch ni b. S dng cc yu t bn trong ch yu bao gm c nhng im mnh v
n trng bng cch phn loi t 0,0 (khng quan trng), ti 1,0 (quan trng nht) cho mi yu
o thy tm quan trng tng i ca yu t i vi s thnh cng ca cng ty trong ngnh.
g 1,0; (3) Phn loi: phn loi t 1 n 4 cho mi yu t i din cho im yu ln nht (ph
oi bng 2), im mnh nh nht (phn loi bng 3) v im mnh ln nht (phn loi bng 4);
yu t xc nh s im quan trng cho mi bin s. (5) S im quan trng tng cng ca
n cao nht l 4,0 v s im trung bnh l 2,5. S im quan trng tng cng thp hn 2,5
ao hn 2,5 cho thy cng ty mnh v ni b. 1.2.5. Thit lp mc tiu di hn: Mc tiu di h
h t c khi theo ui nhim v ca chnh mnh, thng c thit lp cho nhng vn nh
pht trin nhn vin, quan h nhn vin, dn o k thut, trch nhim vi x hi. 1.2.6. Xy
Quy trnh xy dng v la chn chin lc thc hin gm 3 giai on: Giai on nhp vo (g
yu t ni b xy dng cc ma trn: ma trn nh gi cc yu t bn ngoi (EFE), ma trn
t bn trong (IFE). Giai on kt hp (giai on 2): s dng ma trn im mnh im yu
vo cc thng tin nhp vo c rt ra t giai on 1 kt hp cc c hi v nguy c bn ng
hnh chin lc kh thi c th la chn.

Giai on quyt nh (giai on 3): s dng ma trn hoch nh chin lc c th nh lng (

phn tch giai on 1 v kt qu kt hp ca cc phn tch giai on 2 quyt nh kh
th. 1.2.6.1. Xy dng chin lc Cng c ma trn SWOT: y l giai on kt hp ca qu tr
h im yu, c hi nguy c (SWOT) l cng c kt hp quan trng c th gip cho cc nh q
Cc chin lc im mnh c hi (SO): s dng nhng im mnh bn trong ca cng ty tn
(WO): nhm ci thin nhng im yu bn trong bng cch tn dng nhng c hi bn ngoi. Cc
g im mnh ca mt cng ty trnh khi hay gim i nh hng ca nhng mi e da bn ngo
hin lc ph ng th nhm lm gim i nhng im yu bn trong v trnh khi nhng mi e da
heo Fred R.David phi tri qua 8 bc: (1) Lit k cc im mnh ch yu bn trong cng ty; (
trong cng ty; (3) Lit k cc c hi ln bn ngoi cng ty; (4) Lit k cc mi e da quan
5) Kt hp im mnh bn trong vi c hi bn ngoi v ghi kt qu ca chin lc SO vo th
vi nhng c hi bn ngoi v ghi kt qu ca chin lc WO; (7) Kt hp im mnh bn trong
chin lc ST; (8) Kt hp im yu bn trong vi nguy c bn ngoi v ghi kt qu qu chin

1.2.6.2. La chn chin lc: Ma trn hoch nh chin lc c th nh lng (QSPM): Da vo

ntitative Strategic Planning Matrix QSPM) l cng c cho php cc chin lc gia nh gi k
hin lc c th thay th. Theo Fred R. David, xy dng ma trn QSPM gm 6 bc: (1) Lit
v cc im yu/mnh quan trng bn trong cng ty; (2) Phn loi cho mi yu t thnh cng qu
goi. S phn loi ny ging nh trong ma trn EFE v ma trn IFE; (3) Xc nh cc chin l
m xt thc hin; (4) Xc nh s im hp dn i vi mi chin lc. S im hp dn biu
hp dn c phn t 1 = khng hp dn, 2 = c hp dn i cht, 3 = kh hp dn, 4 = rt hp
g nh hng i vi s la chn, th khng chm im hp dn cc chin lc trong nhm chin
nhn s im phn loi (bc 2) vi s im hp dn (bc 4) trong mi hng. Tng s im hp
g s im hp dn. l php cng ca tng s im hp dn trong ct chin lc ca ma trn

CHNG 2 PHN TCH HOT NG SN XUT KINH DOANH CA CNG TY TNHH MT THNH VIN VIT NAM K
2.1. Gii thiu s lc v cng ty VISSAN: T nm 1970, VISSAN c khi cng xy dng bng n
Bang c, khnh thnh ngy 18/5/1974, l mt n v kinh t ca chnh quyn Si G n c. Vo t
m heo vi cng sut 2.400 con/6 gi; 2 dy chuyn git m tru, b ; h thng khu tn tr th
; v.v Ton b my mc thit b phc v cho qu trnh git m gia sc ca VISSAN u do Ty
y m v hin i. Sau 30/4/1975, VISSAN c chuyn thnh cng ty quc doanh vi tn cng ty
on ton ca Nh nc, trc tip l S Thng Nghip thnh ph (nay l S Thng Mi). Cc
cp trn 90% nhu cu tht heo ca thnh ph H Ch Minh (1975 1985) v xut khu qua cc n
, cng ty c i li tn c l cng ty Vit Nam K Ngh Sc Sn. Nm 1992, vic xut khu q
AN quay sang th trng ni a. Ngoi vic cung cp tht ti sng, VISSAN c n cung cp cc
sau cng ty tip tc m rng hot ng sn xut. Trong qu trnh pht trin, cng ty n
Ty Ban Nha, c v mt s nc thuc khu vc chu .
2.1.1. Qu trnh hnh thnh cng ty VISSAN:

Thng 9/2005, cng ty Rau Qu thnh ph c sp nhp vo cng ty VISSAN, VISSAN c thm chc
u, c, qu ti v rau, c, qu ch bin. Ngy 21/9/2006, cng ty c chuyn i tn thnh c
K Ngh Sc Sn (VISSAN), Tng cng ty Thng Mi Si G n l i din ch s hu cng ty the
AN. Nh vy, Cng ty VISSAN l mt doanh nghip Nh nc do Tng cng ty Thng Mi Si G n l
doanh ti th trng ni a v xut khu cc sn phm tht ti sng v ch bin t tht gia
, c, qu. Cng ty c thnh lp theo Quyt nh s 4265/Q-UBND ngy 21/9/2006 ca y Ban N
vic chuyn i cng ty Nh nc cng ty Vit Nam K Ngh Sc Sn (VISSAN) Quyt nh s 21
g ty TNHH Mt Thnh Vin Vit Nam K Ngh Sc Sn (VISSAN). Giy chng nhn ng k kinh doan
o S K Hoch v u T thnh ph H Ch Minh cp ngy 11/10/2006 (c chuyn i t doanh n
h doanh: 103261, do Trng Ti Kinh T thnh ph H Ch Minh cp ngy 31/12/1992). Tn cng ty
ing Vit Nam: cng ty TNHH Mt Thnh Vin Vit Tn giao dch quc t: VISSAN COMPANY LIMITED
VISSAN. CO.,LTD. Logo: ba bng mai vng trn nn , bn trong c ch VISSAN mu trng. Nam
VISSAN).
-

Tr s chnh t ti: s 420 N Trang Long, Phng 13, Qun Bnh Thnh, in thoi: 5533999
5533939 5533370
thnh ph H Ch Minh.

Website: www.vissan.com.vn Email: vissan@hcm.fpt.vn Vn iu l: 116 t ng. Tng s lao n

ngi. Doanh thu hng nm 2.000 t ng. VISSAN nhn nhieu giai thng. C cu t chc
in. Kim sot vin. Tng Gim c v cc Ph Tng Gim c. B phn gip vic:
2.1.2. B my qun l cng ty:
Cc ph ng ban: ph ng K Hoch u T; ph ng K Ton Ti V;

ph ng Kinh Doanh; ph ng Xut Nhp Khu; ph ng T Chc Nhn S; ph ng Hnh Chnh Tng Hp; ph
; ph ng Nghin Cu & Pht Trin Sn Phm. Cc n v trc tip sn xut: khu Tn Tr Th Sng
; xng Ch Bin Xut Khu; khu Tr Lnh; xng Bao B. Cc n v hch ton ph thuc: x ng
nghip Ch Bin Rau Qu; x nghip Chn Nui G Sao; cc ca hng thc phm qun; cc ca hn
h doanh gia sc; chi nhnh VISSAN H Ni; chi nhnh VISSAN Nng; vn ph ng i din Nga.
h kinh doanh: Kinh doanh, sn xut ch bin: tht heo, tht tru b , tht gia cm, hi sn,
mt hng cng ngh phm v tiu dng khc. Sn xut kinh doanh heo ging, heo tht, b ging,
doanh thc n gia sc; dch v k thut v chn nui heo, b . Kinh doanh n ung. tht ch bi

Kinh doanh nc tri cy, rau c qu, lng thc (cc loi bt ng cc), Sn xut, kinh doanh
ch bin, cc loi gia v v

lng thc ch bin (m n lin). hng nng sn, trng trt, mua bn vi, si cc loi v ngu
kim kh in my, my gia dng v cng nghip, vt t, phn bn. i l kinh doanh xng du;
phn nh kt qu sn xut kinh Doanh thu, sn lng: doanh: 2.1.4.1. Hot ng ca cng ty
trin vng chc, to c uy tn trn th trng thc phm trn phm vi c nc. Bn cnh
y gt ca th trng. Bng 2-1: Kt qu hot ng ca cng ty trong giai on 2002 2006 Ch
hu T ng 917,3 Li nhun trc thu T ng 12,6 Cc mt hng ch yu - Tht heo qui bn T
1.868 - Thc phm ch bin Tn 7.399 - Heo ging, heo tht Con 25.380 - Rau, c, qu Tn 200
,0 16,7 30.522 2.240 9.325 22.122 2004 1.393,2 21,7 33.454 3.392 11.707 19.651 2
005 2006 1.751,6 2.006,0 31,4 44,7 36.045 2.845 13.222 24.106 44.728 3.102 14.66
2 13.331 7.588 2.1.4.

Bng 2-1 cho thy VISSAN pht trin rt tt trong giai on 2002 2006. Doanh thu tng t
6,0 t ng/nm (tng 118,7%), li nhun sau thu tng t 12,6 ln 44,7 t ng/nm (tng 254
tng t 27.314 tn ln 44.728 tn (tng 63,8%); tht tru b qui bn tng t 1.868 tn ln 3
%); thc phm ch bin tng t 7.399 tn ln 14.662 tn (tng 98,2%). i vi sn lng heo g
do trong giai on ny l giai on kh khn ca ngnh chn nui do tnh hnh dch bnh xy r
khch quan cng nh p lc di di x nghip Chn Nui G Sao (l n v trc thuc cng ty V

nhanh chng gim n, ci thin cht lng n heo nhm khc phc tnh hnh hin ti trong kh
Bn Ct, tnh Bnh Dng. Ring i vi mt hng rau, c, qu: sn lng thc hin 7.588 tn
y l mt hng mi ca thng hiu VISSAN, bc u cc sn phm rau, c, qu kinh doanh ma
a cha cao. 2.1.4.2. Cc sn phm chnh ca VISSAN: Thc phm ti sng: xem ph lc 1. Thc
him t trng ln nht trong tng doanh thu. Nm 2006, nhm hng ny chim 59,5% tng doanh t
vi doanh s thc hin l 1.184 t ng. Thc phm ti sng gm hai mt hng ch yu l th
o th trng nm 2006 l 44.728 tn (bnh qun 124 tn/ngy) v tht b qui bn vi sn lng
(bnh qun 8,6 tn/ngy). Thc phm ch bin: xem ph lc 2. L nhm hng mang li doanh thu
doanh thu. Vi doanh s thc hin trong nm 2006 l 560 t ng, chim 28% tng doanh thu. T
bao gm cc loi hp, xc xch tit trng, lp xng, gi ch cc loi, hng ch bin kh
nem nng, nem, di, v.v). Trong nhm hng ny c hai sn phm ch lc ca VISSAN l xc xc
g nm 2006 bnh qun 16 tn/ngy v hp vi lng bn bnh qun 4,7 tn/ngy. Rau, c, qu
hiu VISSAN vi sn lng nm 2006 t 7.588 tn bnh qun 21 tn/ngy. Bc u cc sn p
tnh thm d th trng nn lng bn cha cao so vi nhu cu hng ngy ca ngi dn thnh p
o cc sn phm VISSAN. y cng l mt hng thit yu phc v cho ba n hng ngy ca ngi
em ph lc 4. Sn lng cung cp hng nm hn 20.000 con/nm.

2.2.
Phn tch ni b cng ty VISSAN: Qun tr:
2.2.1.

2.2.1.1. Hoch nh: Cng vic d bo ca cng ty tng i chnh xc nn kt qu thc hin k
em bng 2-2). Bng 2-2: So snh kt qu thc hin so vi k hoch 2006
Ch tiu VT K hoch Thc hin Chnh lch T l (%)

Tng doanh thu T ng 1.950,0 2.006,0 56,0 Li nhun trc thu T ng 41,0 44,7 3,7 Ngun:
06 v k hoch 2007 ca VISSAN.
2,9 9,0

Bng 2-2 trn cho thy, gia k hoch v thc hin khng chnh lch nhiu, c th tng doanh
h thu k hoch l 56 t (t l 2,9 %); li nhun trc thu chnh lch l 3,7 t ng (t l
im c cng cc ph ng ban chc nng v cc n v trc thuc cng ty cng tho lun ra
hau gia cc chc nng nn cha thc hin tt cc chin lc kinh doanh ca n v. Pht tri
cc chnh sch ph hp nhm h tr cho cc n v trc thuc no hon thnh k hoch c gi
n v nh: h tr mt bng, h tr vn, v.v trong bc u m rng mng li kinh doanh. C
cho nhn vin c quan tm nhiu. 2.2.1.2. T chc: xem ph lc 5. C cu t chc cha r
r
h ng ban chc nng cng nh cc n v trc thuc ca cng ty. Cng vic qun l ca tng b
t chc thng nht hon ton. Cc ph ng ban cng ty ngy cng pht trin v ln mnh vi s
g khng trnh khi s cng knh ca b my t chc dn n chi ph qun l cao.

Tng cng ty Thng Mi Si G n can thip rt su vo hot ng ca cng ty. iu ny lm gi

. Lnh o: V chc nng lnh o c thc hin tng i tt. Nng lc ca i ng lnh o
h nng cha tt, km nng lc, thiu nhit tnh. Tinh thn lm vic ca nhn vin rt tt.
nhp ca CB.CNV tng nhiu so vi cc nm trc . Vic ny kch thch kh nng lm vic
CB.CNV cng ty quyt tm, n lc, thc y thc hin cc chin lc ra. 2.2.1.4. Ki
chnh, bn hng, hng tn kho, chi ph, phn tch nhng thay i, thng pht c thc hin
cha xc nh c nh mc nguyn liu u vo nn vic tnh ton gi thnh khng chnh xc
2.2.2. Hot ng Marketing: Cng ty cha c ph ng Marketing ring bit, m ch l t tip th
Doanh cng ty. Vic nghin cu th trng ca cng ty khng thng xuyn. Cng vic tip th
ing ngn hn cng nh di hn. Hot ng marketing ca VISSAN trong thi gian qua nh sau: 2.
: Chng loi: sn phm ca VISSAN a dng v phong ph, p ng nhu cu ngy cng a dng ca
loi sn phm cc loi. Cht lng: khi ni n VISSAN th ngi tiu dng thng ni n ch
nhiu nm n lc. VISSAN lun kim sot cht ch ngun nguyn liu u vo cng nh sn

phm u ra m bo tht ti sng, tht ch bin ng tiu chun cht lng, trng lng,
ca khch hng bng nhng sn phm m bo cht lng, an ton v sinh thc phm, a dng h
ngh khp kn, VISSAN lun em n cho khch hng nhng sn phm an ton nht v dinh dng
phm, cng ty thit k mu m, kiu dng bao b khc nhau nh: i vi sn phm hp u c
b bn ngoi lm bng giy bng. y cng l nguyn nhn lm cho sn phm hp ca VISSAN
c ng gi ht chn khng, bao b bng cht liu nylon cao cp, nha trong sut, bao PE,
hm VISSAN thng s dng ba mu sc ch o: , vng v xanh. Logo ca cng ty lun xut hi
rn bao b sn phm VISSAN lun c y thnh phn sn phm, cch dng, cch bo qun, ngy
cc sn phm ngoi nc th tinh vi trong k thut in n bao b cha cao. Kch c: a dng
khc th trng. Bn cnh , VISSAN nghin cu pht trin thm nhng sn phm mi a vo
a ra th trng sn phm mi l ch gi n lin Ngon Ngon, tht ch bng, kh heo, kh b
2. Gi c: Gi ca hu ht cc cc sn phm tht ti sng v tht ch bin ca VISSAN thng
hm, cht lng sn phm v thu nhp ca th trng mc tiu. ng thi cng ty cng iu ch
ung cu v th hiu khch hng c quyt nh v gi hp l. Hin nay, c nhiu i th cn
nhau u c i th khc nhau. Cc i th ca cng ty a s thng nh gi thp nn cng ty

cnh cng vi phng chm l phc v cho nhiu i tng khch hng nn cn xem li chin
a: trc y, cng ty cha ch pht trin th trng ni a m ch quan tm n th tr
92, do bin ng v chnh tr Lin X nn vic xut khu gp rt nhiu kh khn. VISSAN
0 triu dn v coi y l th trng trng im ca mnh. VISSAN kh thnh cng trong vic ph
hu bn hng ni a trong 5 nm gn y tng lin tc v chim t l cao trong tng doanh thu
: Doanh thu ni a giai on 2002 2006 2002 2003 2004 2005 2006 Nm 917,3 1.067,0 1.393,2
.751,6 2.006,0 Tng doanh thu 870,9 1.066,2 1.392,6 1.750,7 2.004,6 Doanh thu ni a 94
,94 99,93 99,96 99,95 99,93 T trng (%) 16,3 30,6 25,7 14,5 Tc tng (%) Ngun: Bo co t
v k hoch ca VISSAN 2002, 2003, 2004, 2005, 2006. Th trng ngoi nc: hin nay, sn ph
h xm nhp vo th trng EU, M do cc nc ny yu cu nhng tiu chun k thut rt gt g
thng vo th trng ny vi mc ch l thm d v t c kt qu rt kh quan. Cng ty c
g ty l Nga. Bn cnh , cng ty ang n lc xut khu sang khu vc cc nc ASEAN vi cc m
bn, tht block ng lnh, hp, xc xch tit trng, cc loi hi sn, v.v Tuy nhin cc
tranh gay gt t sn phm ca Trung Quc, Thi Lan, v.v Knh phn phi ni a:

Hnh 2-1: S knh phn phi ni a

Cc im bn Cc trng hc, nh tr, c quan, x nghip Cc nh hng, khch sn
Cc n v trc thuc
VISSAN
Cc siu th
Ngi tiu dng
Cc i l Cc nh hng, khch sn
Cc nh bn l
Cc tiu thng

H thng phn phi gm 12 n v trung tm trc thuc ti a bn cc qun, huyn thnh ph H

19 ca hng gii thiu sn phm v 800 i l hng ch bin ti thnh ph H Ch Minh v cc
N H Ni; chi nhnh VISSAN Nng; cc nh hng, khch sn; cc siu th; cc trng hc, nh
phi ca cng ty rt cht ch v hp l, cc i l thng Thng qua i l v ca hng gii
au 1 km gim thiu tnh cnh tranh. vic nghin cu nhu cu ca ngi tiu dng v thc hi

Vi mng li phn phi rng khp, cng ty d dng thu thp thng tin lin

quan n sn phm. Do , cng ty c nhng gii php khc phc nhng hn ch ca sn phm, ng
trin sn phm mi ph hp hn. Kh khn: ngun vn b ng do chnh sch tr chm ca cng
h hon chnh nhng ch tp trung cc thnh ph ln, c bit l thnh ph H Ch Minh (c
Nng, Cn Th. i vi cc tnh thnh trong c nc c n rt hn ch. Knh phn phi ngoi
tiu dng 2.2.2.4. Chiu th: Qung co: cng ty qung co trn phng tin truyn thng nh:
bo Si G n Gii Phng, bo Si G n Tip Th, bo Tui Tr, bo Ph N, v.v; cng ty qung c
nhin, vic qung co khng c thng xuyn trn cc phng tin truyn thng. Ch yu qun
h thnh, cc chng trnh truyn hnh c VISSAN tham gia, hoc khi cng ty c chng trnh kh
mi khch hng dng th sn phm; tng phiu mua hng, tng qu khi mua hng, chit khu, bi
vi s lng nhiu, v.v Xc tin bn hng: cng ty tham gia cc chng trnh hi ch hng V
a cc chng trnh hi ch quc t ti Phnm Pnh (Campuchia), ti Ving Chn (Lo), Cn Minh
(Nga). Quan h cng ng: cng ty tham gia tch cc vo cc hot ng quan h cng ng: ti
inh chng trnh Sinh vin vi thng hiu Vit; xy dng nh tnh ngha, tnh thng C
Nam Anh Hng tnh Bn Tre; ng h b i Trng Sa, ng h qu v ngi ngho; cp hc bn
t chc hi ngh khch hng; v.v. Xy dng thng hiu: mc nhn bit thng hiu cao,
ip 11 nm lin c ngi tiu dng bnh chn

l Hng Vit Nam cht lng cao do bo Si Gn Tip Th t chc; t Cp vng thng hiu
5 do mng thng hiu Vit bnh chn; t danh hiu Doanh nghip uy tn cht lng trong nm
Gn bnh chn nm 2005; 2 nm lin t Danh hiu thng hiu mnh do bo Si Gn Tip Th t
Vit Nam do Thi bo kinh t Vit Nam t chc; ng th 2 trong top 10 doanh nghip tiu bi
Si G n t chc nm 2006; v.v 2.2.3. Hot ng nhn s: VISSAN s dng 2 hnh thc: lao n
ao ng thng xuyn: lao ng theo hp ng. Lao ng thi v: lao ng c thu theo tng
ui S lng (ngi) Di 30 tui 1.046 T 31 45 tui 896 Trn 45 tui 308 Tng cng 2.250
cng ty VISSAN. T l (%) 46,4 40 13,6 100

V trnh : cng ty c i ng CB.CNV c trnh , tay ngh cao, c nhiu kinh nghim. c b
lao ng tr c o to bi bn v kt hp vi tui trn 30 tch ly c nhiu kinh ngh
ao ng Trnh S lng (ngi) T l (%) i hc 220 9,7 Cao ng 540 24 Trung hc 720 32
250 100 Ngun: Ph ng T Chc Nhn S - cng ty VISSAN.

V mt hun luyn o to: cng ty ch v thc hin kh nhiu hot ng nh: c cc k s

chuyn mn, tay ngh cho ngi lao ng. V b tr lao ng: cng ty phn b hp l s lng
v qun l trong cng ty, s c n li c trnh trung hc, cng nhn chim t l kh cao do
g: da trn mi quan h quen bit hn l nng lc chuyn mn. Do , tn nhiu chi ph v th
lng, phc li: Tin lng: trong nhng nm gn y cng vi s thay i chnh sch tin l
nh ca cng ty ngy cng hiu qu hn nn c s thay i ln v tin lng ca CB.CNV cng ty
: cng ty thc hin nhiu chnh sch phc li: bo him y t v ng thi, cng ty cng kh
ao x hi, t chc tham quan, khen thng hng nm, v.v cho tt c cc CB.CNV. trnh , ph
ti tr hc ph cho cc kha hc, quy hoch cn b. 2.2.4. 6): Bng 2-6: Kh nng thanh khon
2004-2006 Ch tiu VT 2004 2005 - T s kh nng thanh ton n ngn hn = Ln 1,68 1,34 Ti
T s kh nng thanh ton nhanh: = (Ti sn Ln 0,79 0,82 lu ng - Tn kho)/N ngn hn - T
67,32 68,82 - T s n di hn/Vn ch s hu = Vn % 81,77 59,35 vay/Vn ch s hu - S ln
u nhp = thu Ln 6,20 10,16 nhp trc thu v li/ Li vay phi tr Ngun: Bo co ti chnh
ca VISSAN. 2006 1,45 0,67 64,75 43,25 11,76 Hot ng ti chnh k ton: Phn tch kh n
cng ty qua cc nm (Cn c ph lc

VISSAN c kh nng thanh ton n ngn hn tt, nhng kh nng thanh ton nhanh km (chng t
chim t trng ln trong tng ti sn). T s n trn vn trong nm 2006 u gim so vi nm
rong nm 2006 gim so vi nm 2004 v nm 2005, iu ny cho thy ri ro thanh khon di hn
so vi nm 2004 v nm 2005. Song song , s ln thanh ton li vay t thu nhp mc kh ca
ong nm 2004 ln 11,76 ln trong nm 2006, iu ny cho thy mc an ton v ti chnh cao. Ph
ti sn (Cn c ph lc 6): Bng 2-7: V ng quay ti sn Ch tiu VT 2004 2005 - K thu tin
hu * Ngy 8,91 13,36 365/Doanh thu 40,98 27,33 - V ng quay cc khon phi thu = 365/ K Ln t
u tin bnh qun. 11,75 15,10 - V ng quay hng tn kho = Gi vn hng Ln bn/hng tn kho b
- V ng quay ti sn c nh = Doanh Ln thu/Tng ti sn r ng bnh qun - Ti sn c nh/ T
: Bo co ti chnh nm 2004, 2005, 2006 ca VISSAN. 2006 13,44 27,16 10,88 4,62 18,44

Mc v ng quay ti sn ca VISSAN nm 2005 gim so vi nm 2004 do cng ty u t cc my mc

lai. V ng quay ti sn nm 2006 c ci thin hn so vi nm 2005. C th ni tnh hnh ti
iu so vi nm 2005. Phn tch t s kh nng sinh li (Cn c ph lc 6): Bng 2-8: Kh nng
005 - Li nhun bin t = Li r ng/Doanh % 1,12 1,29 thu - Sut sinh li trn tng ti sn =
60 r ng/Tng ti sn - Sut sinh li trn vn ch s hu = % 15,73 17,97 Li r ng/Vn ch s
2004, 2005, 2006 ca VISSAN. 2006 1,60 7,40 21,00

Cc t s kh nng sinh li ca VISSAN ca nm 2006 cao hn nm 2004 v nm 2005, iu ny

nm 2006 c ci thin hn nm 2004 v nm 2005. Tuy nhin, cc ch s ny vn c n thp.
huy ng ti chnh thng qua knh ngn hng, ch s hu - Tng cng ty Thng Mi Si G n,
(huy ng vn d tr hng ha trong nhng thng cao im nhm bnh n gi thc phm cho ng
CB.CNV. Vic vay vn i vi VISSAN khng kh v nh sn xut kinh doanh c hiu qu, m bo
Tm li, ngun ti chnh ca cng ty an ton, vng mnh, nh cng ty lin tc u t my
bin thc phm, m rng mng li phn phi, m rng nh xng. 2.2.5. Hot ng nghin cu v
li th v duy tr v th cnh tranh trn th trng nh: pht trin sn phm mi, nng cao
sn xut gim bt chi ph. Trc y, vic nghin cu v pht trin ca VISSAN c thc
n v ny chu trch nhim xy dng quy trnh sn xut, xy dng cc cng thc sn xut cho
thc sn phm ca cng ty. T nm 2005, cng ty thnh lp ph ng Nghin Cu v Pht Trin S
rch nhim pht trin sn phm mi, ci tin nhng sn phm c; nng cao cht lng sn phm,
ph; pht hin v ng dng nhng cng ngh mi kp thi to li th cnh tranh trn th tr
nghin cu cc cng thc, khu v ca cc i th cnh tranh nhm m bo tnh u vit so v
005 2006 cng ty cho ra i cc sn phm mi nh: di, ch bng, kh heo, kh b , ch gi
nhanh, v.v

Tuy nhin, vic nghin cu v pht trin sn phm ca cng ty c n rt hn ch do cha ra m

kho st k v ng thi vic thm d nhu cu ngi tiu dng i vi sn phm mi cha khoa
thc hin vic nghin cu khu v sn phm ngay ti cng ty qua vic cho CB.CNV dng th v m
). Chnh v th, sn phm mi ca cng ty ra i rt t ngi tiu dng bit n. 2.2.6. 2.2.
g ng nguyn liu:

Hot ng thu mua: cng ty trin khai mng li thu mua khp cc tnh min Trung n khu vc
a sc sau khi thu mua phi c kim tra cht ch thng qua trm th y ca cng ty kim tr
sng ca cng ty. Cng ty c n nhp gia sc, gia cm t cc nc nh Thi Lan, c, M, v.v nh
ty cng thc hin lin kt u u t vi cc n v chn nui, h gia nh v cc nh trng
Ngoi ra, n nh nguyn liu tht sch, cng ty tip tc u t pht trin x nghip Ch
nhin, n v ny cha t hiu qu mong i v khi tnh hnh dch cm H5N1, long m m l mn
khng t kh khn v ngun cung cp nguyn liu v phi mua heo hi vi gi cao t cc tri
b sau khi c thu mua s a vo khu tn tr th sng ch git m. Ti y, chng s c k
xut: Cng ty sn xut sn phm theo ng quy trnh nhm m bo v sinh an ton thc phm cu
lc 7). 2.2.6.3. Vic b tr nh my: V tr nh my hin ti gy khng t kh khn cho c
thnh ph th nh my git m, ch bin thc phm ca VISSAN phi di di ra khi khu vc dn
tin hnh cc th tc xy dng li nh my mi ti huyn Bn Lc, tnh Long An v cc x

nghip ch bin thc phm ti khu cng nghip Tn To. a im mi ti huyn Bn Lc, tnh L
liu nn rt thun li cho vic vn chuyn c ng b v ng thy, tit kim c chi ph
li cho vic vn chuyn t min ng, min Ty v vo trung tm thnh ph. 2.2.6.4. Nng lc
thit b ca cng ty hin i nht so vi cc cng ty hot ng cng ngnh trong c nc: 03
00 con/6 gi sn xut. 02 dy chuyn git m b cng sut 300 con/6 gi sn xut. Pha lc xu
g ng lnh: 14.000 tn/nm. Dy chuyn sn xut tht ch bin cao cp: xc xch, jambon, th
xch tit trng cng sut 8.000 tn/ca/nm. Sn xut hng ch bin truyn thng: ch gi , l
ng cng sut 100 tn/ngy. H thng kho lnh dung lng 1.000 tn sn phm. Khu vc tn tr
0 con heo v 4.000 con X nghip chn nui vi sn lng 35.000 40.000 con heo ging/nm v
m, cc my mc thit b u ca c, an Mch, Php, Nht, Hn Quc, v.v Bn cnh nng lc
mc thit b (xem ph lc 8) phc v cho dy chuyn sn xut ch bin nhm cung cp nhng
. 2.2.6.5. Qun l cht lng:
cng sut 5.000 tn/ca/nm.
v.v 8.000 tn/nm.
tru b . 7.000 tn thc n gia sc/nm.

VISSAN kim tra cht lng ngay t u vo nguyn vt liu. Hng nm cng ty tin hnh nh g
hng nh cung

cp chnh cho cng ty v duy tr kim tra thng xuyn. Cc nguyn liu trc khi a vo sn
phi c ph ng KCS thng qua. Do vy, cng ty lun m bo cht lng sn phm a ra th tr
h cht lng Code Chu u (ch t chng ch ISO, HACCP ti chi nhnh H Ni v cc xng tr
hn ch. 2.2.7. Hot ng h thng thng tin: Thu thp thng tin lut php: cng ty u cp n
hnh ph, cc s ban ngnh chc nng (lut doanh nghip, lut u t, lut xy dng, lut th
v sinh thc phm, v.v.) nhm phc v cho h thng tc nghip lm c s thc hin cc hot
php lut Nh nc. Thu thp thng tin d liu bo co: cng ty cp nht rt nhanh v chnh x
s bn, doanh s mua (ngy, tun, thng, qu, nm) t cc n v, cc ca hng v cc chi nh
in ny c cp nht bng fax, in thoi, qua h thng mng cng ty. Nhng s liu ny c
i, phn tch trnh ban Tng Gim c v cc n v trc thuc vo cc cuc hp giao ban hng
sn xut kinh doanh cho ph hp. Thu thp thng tin th trng: Cng ty c vi ln iu tra
Ch Minh, H Ni, Nng v cc tnh thnh trong c nc. Vic iu tra ny c thc hin b
in b ch v khch hng, i th cnh tranh. Do thu thp thng tin khng thng xuyn nn th
rt t. Bn cnh , cng ty cng quan tm n vic thu thp thng tin v th trng ngoi n
cc hi ch quc t ti Trung Quc, Campuchia, Lo, Nga. Nhn chung, vic thu thp thng tin
xuyn l im hn ch ca h thng thng tin ca VISSAN.

Cung cp thng tin: Cng ty trin khai c s h tng v mng kt ni trc tip tt c cc
vn hnh ca ton b h thng thng tin v thng k cc doanh s bn, doanh s mua hng ngy,
v hng nm. cung cp thng tin tt hn, VISSAN xy dng website cng ty www.vissan.com.vn
b cng ty www.vissanweb/intranet. y cng l mt li th ca cng ty so vi cng ty trong
h Bin Thc Phm Nam Phong trc thuc Tng cng ty Nng Nghip Si G n (n v ny cha th
trn nh gi cc yu t ni b (IFE): T nhng thng tin phn tch trn, ta thit lp ma
: Ma trn nh gi cc yu t bn trong (IFE) ca VISSAN
TT 1 2 3 4 5 6 7 8 9 10 11 12 Cc yu t bn trong Hot ng qun tr cha tt Knh phn phi
trng ni a Ti chnh lnh mnh Cng ngh sn xut hin i CB.CNV c trnh , tay ngh v
h hc tp nng cao trnh chuyn mn v tinh thn lm vic kh tt Qung co khng thng x
rng xut khu yu Nghin cu v pht trin sn phm cha hiu qu B ng v ngun nguyn l
g cng Mc quan trng 0,10 0,14 0,12 0,05 0,11 0,09 0,05 0,07 0,04 0,08 0,07 0,08 1.00
Phn loi 2 4 4 3 4 3 2 2 1 2 2 2 S im quan trng 0,20 0,56 0,48 0,15 0,44 0,27 0,10 0,14
0,04 0,16 0,14 0,16 2,84

Nhn xt: S im quan trng tng cng l 2,84 cho thy mi trng ni b kh tt vi nhng
, thng hiu mnh th trng ni a, cng ngh sn xut hin i, CB.CNV c trnh , tay
khch hc tp nng cao trnh chuyn mn v tinh thn lm vic kh tt.

im yu: bn cnh nhng im mnh, cng ty vn c n mt s im yu c nh hng quan trng

ranh, VISSAN cn ch khc phc nhng im yu v: hot ng qun tr cha tt, qung co kh
th trng c n hn ch, nghin cu v pht trin sn phm cha hiu qu, kh nng qun l ch
tin th trng xut khu. 2.3. Phn tch yu t mi trng tc ng n hot ng ca cng t
Yu t kinh t: Bng 2-10: Cc ch tiu pht trin kinh t giai on 2000 2006 Ch tiu T
gi Lm pht Xut khu VT % USD % T USD 2000 6,79 403.6 -0,6 14,5 2001 6,89 415,4 0,8 15,0
02 7,08 440,1 4,0 16,7 2003 7,34 489,0 3,0 20,1 2004 7,79 552,9 9,5 26,5 2005 8,
43 635,5 8,4 32,4 2006 8,17 715 6,6 39,6 15.964
T gi hi VN 14.232 14.810 15.269 15.525 15.774 15.862 i trung /USD bnh Ngun: Tng cc

Nn kinh t Vit Nam tip tc tng trng nhanh v n nh. Nm 2006 c nh gi l nm kh

L nm u ca k hoch 5 nm, mc tng trng nm nay tuy t thp hn nm 2005 nhng cao h
nm 2001. Cc s kin kinh t Vit Nam ni bt nm 2006 vi nhng thnh cng trong nc cng
t quc t: Ngy 07/11/2006 ti Geneva, T chc Thng mi th gii (WTO) chnh thc thng
r thnh thnh vin th 150 ca t chc ny. Vit Nam t chc thnh cng Hi ngh APEC, c
it Nam gp g cc i tc ln trn th gii.

Thu ht FDI vo Vit Nam vt mc 10 t USD. y l mc thu ht FDI

cao nht k t khi c lut u t nc ngoi ti Vit Nam nm 1997 n nay, cho thy Vit Nam
iu nh u t ln v l ngun lc cn thit cho giai on ct cnh. Kim ngch xut khu c n
vi Hi ngh t vn cc nh ti tr Vit Nam ln th 14, cc bn tham gia cam k hoch v tn
s ti tr hn 4,45 t USD cho Vit Nam trong nm 2007, vt xa mc 3,7 t USD trong nm 2006
khon ca Vit Nam tng trng mnh trong nm 2006. Ch s gi tiu dng trong nm 2006 l 6,
Gi du din bin phc tp v c chiu hng tng. Gi du t mc k lc

trong v ng 3 nm qua (nm 2004 l: 9,5%, nm 2005 l: 8,4%). ln ti mc 78,40 USD/thng vo

006. Mc k lc ny cao hn 39% so vi mc cao nht trong nm 2004 l 56,37 USD/thng (ngy 2
v trn 10% so vi mc cao nht nm 2005 l 70,85 USD/thng (ngy 27/8/2005). tng. T gi h
hc phm ti sng v ch bin t tht gia sc, gia cm, thy cm v rau, c, qu l nhng m
ca ngi dn. Nhu cu thc phm ny s tng ln gng lin vi mc thu nhp tng v mc tng
th gii vi 84 triu dn. D bo dn s vo nm 2010 khong 88,4 triu ngi, GDP bnh qun
D. Bn cnh , i sng vt cht ca ngi dn ngy cng c nng cao nn mc cu v thc p
trin ngnh cng nghip ch bin thc phm. 2.3.1.2. Yu t chnh ph v lut php: Tnh hn
Vit Nam ngy cng hon thin mi trng kinh doanh: cc chnh sch Li sut huy ng vn v
hng thng mi

khuyn khch pht trin cc thnh phn kinh t; ci cch hnh chnh; tip tc sa i, b sun
t ai, lut doanh

nghip, lut thu gi tr gia tng, lut lao ng, v.v cho ph hp vi mi trng kinh doanh
iu c quc t. H thng php lut c n thiu cc quy nh hng dn c th, cha kh thi,
chng cho gia cc vn bn, phn cng trch nhim qun l khng r
rng lm cn tr n h
ut cha tt, c bit tnh trng s dng ha cht ba bi trong thc phm ch bin, tnh tr
cp cho th trng. 2.3.1.3. Yu t x hi: Vi quy m dn s c nc nm 2006 c tnh 84,11
triu, n 42,78 triu, gn 60% dn s Vit Nam l nhng ngi tr tui di 30, Vit Nam
thc phm. Mt khc, trong xu th cng nghip ha hin i ha t nc, i sng x hi an
gy nay tham gia vo hot ng x hi nhiu hn dn n khuynh hng gim dn thi gian cho v
n tm hn v thc phm cht lng cao v an ton v sinh. y l iu kin thun li VISSA
t cng ngh mi nhm duy tr v tng thm th phn. Vn ha m thc ca tng vng, tng khu
it r
rt. Cng ty nm bt c iu ny th mi c th p ng nhu cu ca ngi tiu dng
2006 xy ra bo, p thp nhit i, ma , l qut, lt, lc ti nhiu a phng trong c
2006, dch bnh ry nu, vng ln v ln xon l lm thit hi sn xut. Bn cnh , hn hn
Mi trng sn xut nng phm, thc phm b nhim ngy cng nghim trng nh vic s dng t
g v s gy hi cho cy trng vt nui, sc khe cho con ngi, nht l gy ng c. Cc sn
bnh trn n heo, gia cm din

ra phc tp k c trong nc v ngoi nc lm hn ch mc tiu th sn phm t tht gia s

cc sn phm thay th khc. Mc khc, nhim mi trng vi mi hi, ting n t cc tri ch
Do , Nh nc cn phi quan tm n quy hoch vng ring pht trin chn nui xa khu dn
nghim trng, t ra yu cu kht khe i vi sn phm nng nghip nhm bo m an ton s
g thm ha thin nhin, nhim mi trng tc ng n san xuat nong nghiep cng nh tn
hc cng ngh: S pht trin mnh m ca khoa hc k thut chn nui gia sc, gia cm v th
it m gp phn tch cc tng sn lng v cht lng thc phm cung cp cho th trng. D
li th cnh tranh ang thuc v cc doanh nghip bit ng dng cng ngh mi to ra cc
g v lun thay i ca khch hng. 2.3.1.6. Bi cnh quc t: i vi nn kinh t th gii, t
d gi du v gi vng tng cao, kinh t th gii nm 2006 tng trng 5,1%, so vi 4,9% nm
4% nm 2003. Nh vy, t nm 2003 n nm 2006 l thi k pht trin nhanh nht k t thp ni
Theo d bo ca IMF, kinh t th gii tip tc tng trng mc cao trong nm 2007 vi 4,9%
0,2%. Vit Nam gia nhp WTO s to ra c hi cho doanh nghip Vit Nam c c th trng ti
nguyn liu u vo, tip cn c cng ngh tin tin, nng cao trnh qun l, thu ht
cc mc tiu tng trng, pht S hi nhp mnh m ca Vit Nam trong lnh vc ti chnh. Th
chng khon tr thnh mt knh quan trng cc doanh nghip trong nc ku gi u t v t
.

Vic Vit Nam gia nhp WTO l thch thc i hi cc doanh nghip Vit

Nam phi nng cao sc cnh tranh khng ch trn th trng quc t m ngay c trn th trng
cc yu t u vo t nguyn vt liu, nhin Ma trn nh gi cc yu t bn ngoi (EFE): li
2.3.2. VISSAN: Bng 2-11: Ma trn nh gi cc yu t bn ngoi (EFE) ca VISSAN:
TT Cc yu t bn ngoi Mc quan trng Phn loi S im quan trng
T cc thng tin phn tch, ta thit lp ma trn EFE ca cng ty
Tc tng trng ca nn kinh t kh n nh Mi
g tng Cc yu t u vo tng Tnh hnh chnh tr
hn nam, ngi tr chim t l cao 9 Thu nhp bnh
h dch bnh s tc ng n kh nng tiu dng ca
ch bin ngy cng nng cao Tng cng Nhn xt:

trng kinh doanh ngy cng gay gt Tim n

n nh H thng lut php c iu chnh
qun u ngi tng 10 e da t nhng th
ngi dn 11 Ro cng v v sinh, an ton

1 2 3 4 5 6 7
0,09 0,07 0,13 0,13 0,10 0,07 0,04 0,05 0,09 0,05 0,11 0,07 1.00
3 3 4 4 2 3 2 3 3 2 2 3
0,27 0,21 0,52 0,52 0,20 0,21 0,08 0,15 0,27 0,10 0,22 0,21 2,96

S im quan trng tng cng l 2,96 (so vi mc trung bnh 2,5) cho thy kh nng phn ng c
e da v cc c hi t bn ngoi kh tt. Bn cnh , cc yu t u vo tng; ro cn v
hng n s thnh cng cng ty. Do , khi xy dng chin lc cng ty VISSAN phi ch n
.3.1. i th cnh tranh:

Hin nay, cng ty VISSAN ang ng trc mi trng cnh tranh ngy cng gay gt v phi i
v ngoi nc. Mi mt hng kinh doanh ca cng ty c nhng i th cnh tranh khc nhau: Th
g thng li), Nam Phong, cng ty TNHH Chn Nui Charoen Porphand Vit Nam (cng ty CP). Thc
h bin: i vi mt hng xc xch tit trng: cc i th cnh tranh nh: H Long, i vi m
g ty nc Seaspimex, Hin Thnh, c Vit, Nam Phong, Star food, cng ty CP, v.v. ngoi, sn
ty khc (Hin Thnh, Hapro, Star food, cng ty CP, v.v). i vi mt hng lp xng: Cu tre
ty CP, Sao Vit, i vi mt hng gi cc loi: Nam Phong, cng ty CP, Cu Tre, Long i vi
Seaspimex, Cu Tre, Agnex Si G n, sn phm ca cc cng ty khc. Phng, cc cng ty khc. Th
x, Sao Vit, cng ty CP, sn phm cng ty khc (Hapro, v.v). i vi mt hng ngui: Supe
Le gourmet, Trng Vinh, c Vit, Vit Hng, Nam Phong, Animex, sn phm cng ty khc (Hin
, v.v). Rau, c, qu: Trung Tm Sao Vit, cng ty Nng Sn Thc Phm Lt, cng ty Rau Qu
o ging, heo tht: cng ty TNHH Chn Nui CP, tri chn nui heo ng Hip, tri chn nui he
Nui Heo Phc Long, x nghip Chn Nui Heo Ging Cp 1, cng ty Chn Nui Tin Giang, v.v
tranh: Ty theo mt hng kinh doanh m cng ty c nhng i th cnh tranh khc nhau. Trong b
ti ch phn tch cc i th cnh tranh thuc nhm hng tht ti sng l tht heo bn v nh
mang li doanh thu cao nht trong tng doanh thu. Ring i vi

nhm hng thc phm ch bin, chng ti s phn tch i th cnh tranh ca sn phm thuc nh
xch tit trng, lp xng, gi cc loi, tht ngui, hng ch bin khc. (1) Nhm t thng
tht heo ti sng (heo bn): i th cnh tranh nguy him chnh l h thng thng li, h
hoc khng c php) thnh ph v cc tnh ln cn gip ranh thnh ph (Long An, ng Nai
SAN, h thng cc thng li t nhn c mt s im mnh v im yu sau: im mnh: S tn t
cn to iu kin cho h thng thng li kinh doanh tht heo bn v gi gia cng git m
ia cng ti VISSAN. H thng thu mua ca cc thng li sn sng i vo nhng vng su, vng
k c heo bnh. Phng thc mua ca h rt linh hot, h sn sng ng tin trc, t cc ch
inh ng, c quyt nh rt nhanh, c bit l nhng lc di ch. im yu: Sn phm tht h
g c kh nng p ng nhanh mt s lng ln tht heo bn cho nhu cu th trng vo nhng th
h thng khng tha mn do b p gi, cn gian ln, v.v (2) Nam Phong: L thng hiu ca
Phong (tin thn l xng ch bin thc phm Nam Phong c thnh lp vo nm 1976) c u

Quyt nh s 118/Q-TCT ngy 08/05/2001, l n v kinh doanh thc phm ti sng v ch bi

ui m va) trc thuc Tng cng ty Nng Nghip Si G n. X nghip c c s git m bn th c
o/ca hot ng. Nguyn liu u vo ca Nam Phong n nh v c s h tr ca Tng cng ty
n trng nht l cc x nghip chn nui heo, gia cm. Th phn ca Nam Phong ch yu thnh
g nm gn y Nam Phong u t dy chuyn ch bin tht ngui, xc xch tit trng v cc
hnh ph H Ch Minh v cc tnh thnh trong c nc. Chin lc cng ty l xm nhp th tr
Cng nh VISSAN, Nam Phong ang khn trng xy dng nh my git m mi theo ch trng ca
l phi di di nh my git m ra khi khu vc dn c (Quyt nh s 31/2005/Q-UB ngy 17/0
h ph H Ch Minh v ban hnh phng n quy hoch h thng c s git m gia sc, gia cm tr
0 v qui nh v hot ng git m, vn chuyn, kinh doanh ng vt, sn phm ng vt trn
git m bn th cng vi chi ph gia cng thp nn thu ht c h thng cc thng li kinh
nh v gi: gi r hn so vi VISSAN do chi ph git m thp. c s h tr ca Tng cng ty
in l cc x nghip chn nui heo nn nguyn liu u vo n nh. im yu: Knh phn phi
ni a: h thng phn phi sn phm mng. Mc nhn bit v thng hiu: km.

Cht lng sn phm: cht lng sn phm cha cao, sn phm ch bin b nghi ng nhim hn th
gim (xem ph lc 9). Hot ng Marketing: vic qung co v tip th sn phm, hnh nh cng
n i chng c n yu, bn cnh Nam Phong cha xy dng trang web cung cp thng tin. (3)
haroen Pokphand Vit Nam (cng ty CP): Cng ty TNHH Chn Nui Charoen Pokphand Vit Nam l m
hnh vin ca Tp on CP Group ca Thi Lan, c cp giy php u t vo nm 1993 vi hnh
hn 10 nm nay. Lnh vc hot ng ca CP l thc n chn nui v thy sn, chn nui gia c
doanh thc phm ch bin, thc phm ti sng v git m gia cm. Nm 1993 thnh lp nh my
thnh lp tri g ging Vnh Cu; nm 1996 thnh lp tri g ging H Ty; nm 1998 thnh l
g; nm 2000 thnh lp nh my thc n gia sc Tin Giang; nm 2001 thnh lp nh my ch bin
ui heo; nm 2006 pht trin h thng phn phi Fresh Mart. Hin nay, CP c hng trm sn ph
bin cc loi t tht gia sc v gia cm (lp xng, xc xch tit trng, gi cc loi, tht
ca CP ch yu thnh ph H Ch Minh v cc tnh nh ng Nai, Cn Th, Nha Trang, v.v Tr
, g hi, heo hi v mt s t mt hng ch bin t tht gia sc, gia cm. Hin nay, mi ngy
40 tn tht heo ti sng v cc mt hng thc phm ch bin t tht heo. Chin lc cng ty
pht trin th trng (m rng m hnh chn nui ti cc tnh thnh, a cc sn phm tht t
rung, min Bc v min Ty), pht trin sn phm. Mc tiu ca CP l chim lnh th trng n
, gia cm) v cc mt hng ch bin t tht gia sc, gia cm v thy cm.

im mnh: Kh nng cnh tranh v gi: gi r hn so vi VISSAN do c li th v chn nui, c

iu: thc hin chnh sch chung tri an ton, chn nui khp kn nn ngun nguyn liu c
Group Thi Lan nn n nh v ti chnh. Knh phn phi th trng ni a: h thng phn ph
v cc tnh ng Nai, Cn Th, Nha Trang, Bnh Thun, v.v trong nm 2006, CP m cc ca hng
hn rng ra khp cc h thng CP theo phng chm T lnh ca gia nh bn. im yu: Knh
mc nhn bit thng hiu hin ti cha cao. Cht lng sn phm: cc mt hng ch bin c
cnh , CP s dng hn the trong thc phm ch bin. V vy, uy tn ca CP b gim (xem ph
nhn chung hot ng marketing cha tt. CP qung co rt t trn cc phng tin thng tin
web cung cp thng tin. Tuy nhin, cc sn phm ch bin ca CP khuyn mi rt nhiu. (4)
ca cng ty TNHH Thc phm Tuyn K. Cng ty chuyn sn xut cc mt hng thc phm kh n l
hc phm ng hp t tht gia sc, gia cm, thy cm; tri cy (tri cy ng hp cc loi).
nhim hu hn 100% vn trong nc. Ngi sng lp: ng L Bc Quang. Sn phm Tuyn K ra
h o v pht trin cho n nay. Sn phm ca Tuyn K c mt hu ht cc th trng trong
quyt gia truyn; c kt t kinh nghim sn xut thc t;

kt hp vi cc gio s, chuyn vin cc trng i hc v trung tm nghin cu; chuyn gia n

rng, pht trin th trng (y mnh cc sn phm ch lc n tay ngi tiu dng vng s
cao v th thng hiu ti th trng trong nc v quc t. Mc tiu ca Tuyn K l khch
h an tm v cht lng sn phm. im mnh: Knh phn phi th trng xut khu: Tuyn K
phn phi th trng ni a: thng qua mng li cc i l ti H Ni, Qung Ninh, Lo Cai
Ch Minh, Tin Giang, Vnh Long, Cn Th, Sc Trng. Kh nng cnh tranh v gi: gi thp. i
cao. Mc nhn bit thng hiu: c n yu. Hot ng Marketing: phng tin truyn thng
g web nhng thng tin cha th hin y . (5) H Long: y l thng hiu ca cng ty C Ph
thuc khu vc min Bc nc ta. Cng ty c thnh lp nm 1957. Thng 3/1996 nh my c quy
Vit Nam v ngy 01/04/1998 chuyn i thnh cng ty C Phn Hp H Long theo Quyt nh
hot ng ca cng ty: hp, ch bin thy hi sn, nng sn ti sng v ng lnh. Cng t
nghip v, c 4 chi nhnh cc trung tm vn ha, thng mi ln thnh ph H Ch Minh, H
i l bun bn l. Hng nm cng ty sn xut khong 5.000 tn thc phm, gi tr sn lng
b t 4 t ng/nm. Cng ty c trn 1.000 cn b cng nhn vin chc c thu nhp n nh.

Thng hiu H Long c th ni l thng hiu cnh tranh ln nht ca VISSAN v mt hng h
h trng min Nam, nht l th trng thnh ph H Ch Minh. Tuy nhin, ti th trng min
hu v sn phm ph hp hn vi th trng ny. Trong nhng nm gn y, H Long khng ngng
hn ca thng hiu VISSAN. Chin lc cng ty l xm nhp th trng, pht trin th trng,
e gan cao cp, v.v) nhm nng cao v th thng hiu ti th trng trong nc v quc t. H
h ph H Ch Minh nhn lin kt lin doanh vi cc n v, c nhn trong v ngoi nc sn
v nng sn thc phm. H Long ang khn trng m xng sn xut khc ti Cam Ranh. im mn
ng thm nhp th trng EU vn ni ting l kh tnh (sn phm c hp). Bn cnh , Trung
th trng ni a: h thng phn phi sn phm rng khp v a dng. Ton cng ty c 116
hiu: thng hiu quen thuc vi ngi tiu dng Vit Nam qua nhiu th h. Bng 2-12: Th p
th trng ni a
Nhn hiu VISSAN H Long Tuyn Seapimex K Hng ngoi Hai con Khc rng

Th phn (%) 50,1 23,4 10,5 3,5 5 2,2 Ngun: Nghin cu ni b ph ng Kinh Doanh cng ty VIS
5,3

Biu 2-1: Th phn hp ca cc cng ty ti th trng ni a:

5 3,5 10,5 2,2 5,3 50,1
23,4 VISSAN H long Tuyn K Seapimex Hng ngoi Hai con rng Khc

Kh nng ti chnh: vn iu l 35 t ng, doanh thu trong nm 2005 t 191 t ng v li n

v pht trin: c cc chuyn vin gii nghin cu tm ra sn phm mi v tng bc ci tin
ngh tin tin ca Chu u, Chu nhm gim gi thnh, nng cao cht lng sn phm. Kh n
gun nguyn liu thun li. im yu: Cht lng sn phm: trong nhng nm gn y, cng ty c
ra cht lng ti nhiu khu sn xut nn cht lng sn phm khng cao v thi hn s dng c
g gim ng k. Hot ng Marketing: vic qung co v tip th sn phm, hnh nh cng ty
, ch tp trung ti th trng min Bc, ti th trng min Nam cha c quan tm ng mc.
tin cha th hin y . 2.3.3.2. Nhng khch hng: (Ngi mua) Mng li phn phi ca VISS
on quc t thnh ph n cc tnh. Mt hng thc phm ca VISSAN l nhng mt hng thit yu
ngi dn. Vi thng hiu mnh, uy tn v cht lng sn phm kt hp cc chnh sch v gi

khuyn mi hp l lm cho khch hng ca cng ty nh cc siu th, cc i l, cc tiu th

cng ty v h thng mua vi s lng ln. y l im thun li ca VISSAN so vi i th c
g p lc i vi cng ty: Cc siu th, i l, tiu thng lun mun p ng hng nhanh,
chnh sch chit khu, hoa hng ph hp. iu ny gy p lc v mt ti chnh, uy tn th
g c nng cao th nhu cu ca ngi tiu dng cng c nng ln tr nn phong ph v a d
phi c bao b p, gi c cnh tranh v dch v tt hn. H sn sng tr gi cao hn cho nh
h l p lc i vi cng ty trong vic sn xut ra cc sn phm phi p ng c s mong i
hi nng cao cht lng dch v sao cho vt tri hn so vi i th cnh tranh. Cng ty cng
yn mi mt hng ch bin nhng s lng hng khuyn mi khng nhiu bng i th cnh tranh
hm ch bin l ngnh hng nhy cm vi cng ng, nh hng n sc khe ca ngi tiu dng
g vic kim tra cht ch cc yu t u vo v kim sot c cht lng u ra ca sn phm.
: n nh v cht lng v s lng, VSSAN trin khai hnh thc hp ng mua sn phm gia
mua qua thng li ngun gc khng r
rng. VISSAN k hp ng lin kt u t c chn lc
tri v h dn tp trung ti cc tnh thnh ln cn. Tuy nhin, khi tnh hnh dch bnh xy
da v gi. Ring i vi ngnh hng rau, c, qu l ngnh hng mang tnh thi v v c n ri
sinh.

Ngun nguyn liu khc: ngoi ngun nguyn liu trn, cng ty c n ch ng tham gia vo lnh
ui G Sao trc thuc cng ty VISSAN) nhm m bo u vo lun c ngun nguyn liu n nh
trng. ng thi, cng ty s ch ng u t cc tri chn nui b tht ti cc tnh thnh t
h bin thc phm: hu ht c nhp khu t cc nc c cng ngh ch bin thc phm tin ti
ho php ca B Y T (c, Nht, Php, c, Thi Lan, Hn Quc, Hng Kng, Singapore, v.v). C
ii c rt nhiu nn VISSAN khng phi i mt ln vi p lc v gi, s lng t hng t nh
c (xng sn xut bao b), mt s bao b m VISSAN khng sn xut c th cng ty phi mua
in nay, c rt nhiu cng ty trong nc v nc ngoi cng sn xut bao b cung cp cho th
e da v gi, iu khon thanh ton, giao hng, v.v Cng ng ti chnh: c s h tr t
y c vay vn vi li sut bng khng. Cng ty cng c y Ban Nhn Dn thnh ph H Ch Mi
ng nhng thng cao im nhm bnh n gi c cho ngnh hng thc phm. Do hot ng kinh doanh
thu ht huy ng vn t cc cc nhn, tp th, CB.CNV vi li sut huy ng cao; ng thi c
trin th ca thnh ph sn sng cho vay vn u t m rng sn xut. Ni chung, vic v
cp my mc thit b: hu ht cc my mc thit b ca VISSAN u nhp t cc nc nh c,
g cp my mc thit b cho ngnh ch bin thc phm khng nhiu, sn phm ca h c nh hng
ph u t cho cc my mc thit b ti cng ty VISSAN thng rt cao, dn n gi thnh sn
cung cp lao ng: dn s Vit Nam trn 80 triu dn l ngun cung cp lao ng di do nhng
hu ht cc

doanh nghip ngnh ch bin thc phm ang thiu cng nghn lnh ngh, chuyn vin ch bin t
rnh cao v giu kinh nghim. VISSAN cng khng trnh khi u ny. 2.3.3.4. i th tm
tranh mi, c tim lc mnh l rt ln. Do ngnh kinh doanh thc phm l ngnh ngh ph bin,
g, sn xut trong nc hin nay cha p ng nhu cu. Mt khc, vi chnh sch m ca, khu
g thong s thu ht thm cc cng ty nc ngoi u t vo th trng y tim nng ny. V v
rong nc m c n cc cng ty nc ngoi, cc tp on thc phm s gia nhp vo ngnh ny cn
Mt hng thc phm ti sng; ch bin t tht gia sc, gia cm; rau, c, qu mang li gi tr
Mc d vy, nhng mt hng ny cng c nhiu mt hng thay th nh: thy cm v cc mt hng
v.v Gn y i dch cm gia cm, gia sc thng xy ra trn din rng, lm cho nhu cu
tng mnh, nhng nhng nh hng ny ch tn ti trong ngn hn. Tuy nhin p lc t cc sn
phm m VISSAN ang sn xut kinh doanh mang tnh vt tri l cung cp nhng dng cht cn
gy nay, nhu cu m thc ca con ngi rt cao, nn rt nhiu nh hng, qun n, ca hng th
ay, VISSAN cho ra nhng sn phm dng thc n nhanh va l sn phm thay th, va y mnh
sn. 2.3.3.6. Ma trn hnh nh cnh tranh: Ma trn hnh nh cnh tranh nhm hng thc phm t

Bng 2-13: Ma trn hnh nh cnh tranh

S T T
Mc VISSAN Cc yu t thnh cng im quan quan trng trng
Hng
Nhm t thng
im quan trng Hng
Nam Phong
im quan trng Hng Hng
CP
im quan trng

Th phn Uy tn thng hiu Kh nng qun l ngun 3 nguyn liu 4 Cht lng sn phm 5 Kh
hm 7 Kh nng ti chnh 8 H thng phn phi 9 Kh nng cung ng Hiu qu qung co, 10 khuy
1 2
0.10 0.14 0.06 0.13 0.11 0.12 0.09 0.10 0.07 0.08 1.00
3 4 4 4 2 3 4 4 4 3
0.30 0.56 0.24 0.52 0.22 0.36 0.36 0.40 0.28 0.24 3.48
4 1 3 2 4 4 2 4 2 2
0.40 0.14 0.18 0.26 0.44 0.48 0.18 0.40 0.14 0.16 2.78
3 2 4 3 3 4 3 2 3 2
0.30 0.28 0.24 0.39 0.33 0.48 0.27 0.20 0.21 0.16 2.86
2 3 4 3 3 4 4 2 3 2
0.20 0.42 0.24 0.39 0.33 0.48 0.36 0.20 0.21 0.16 2.99

Ma trn hnh nh cnh tranh nhm thc phm ch bin nhm 1: hp Bng 2-14: Ma trn hnh n
Hng Hng 4 3 4 3 3 3 3 2 Cc yu t thnh cng Hng S T T Mc quan trng 0,10 0,14 0,06 0
09 0,12 0,07 0,10 0,08 VISSAN im quan trng 4 0,40 4 0,56 4 4 3 3 4 2 3 3 0,24 0,52
0,33 0,27 0,48 0,14 0,30 0,24 3,48 H Long im quan trng 3 0,30 3 0,42 4 3 4 4 4 3 3 2
0,24 0,39 0,44 0,36 0,48 0,21 0,30 0,16 3,30 Tuyn K im quan trng 2 0,20 3 0,42 0,24
0,39 0,44 0,27 0,36 0,21 0,30 0,16 2,99

1 Th phn 2 Uy tn thng hiu 3 Kh nng qun l ngun nguyn liu 4 Cht lng sn phm 5
ti chnh 7 Knh phn phi th trng ni a 8 Knh phn phi th trng xut khu 9 Hot
g co, khuyn mi Tng cng

Ma trn hnh nh cnh tranh nhm hng thc phm ch bin nhm 2: xc xch tit trng, lp x
ch bin khc.

Bng 2-15: Ma trn hnh nh cnh tranh

S T T Mc quan trng 0,10 0,14 0,06 0,13 0,11 0,09 0,12 0,07 0,10 0,08 VISSAN im quan t
rng 0,40 0,56 0,18 0,52 0,33 0,27 0,48 0,14 0,30 0,24 3,42 Hng Nam Phong im quan trng
2 0,20 2 0,28 4 3 4 3 2 1 3 2 0,24 0,39 0,44 0,27 0,24 0,07 0,30 0,16 2,59 CP im
quan trng 0,30 0,42 0,24 0,39 0,44 0,36 0,36 0,07 0,30 0,16 3,04 Hng 3 3 4 3 4 4 3
1 3 2

1 Th phn 2 Uy tn thng hiu 3 Kh nng qun l ngun nguyn liu 4 Cht lng sn phm 5
ti chnh 7 Knh phn phi th trng ni a 8 Knh phn phi th trng xut khu 9 Hot
g co, khuyn mi Tng cng
4 4 3 4 3 3 4 2 3 3

Nhn xt: Qua phn tch ma trn hnh nh cnh tranh ca tng nhm hng, ta thy rng VISSAN c
vi nhm hng thc phm ti sng: CP vi tng s im 2,99 l i th cnh tranh mnh nht,
ri mi n nhm t thng vi tng s im 2,78. i vi nhm hng hp: H Long vi tng
s im 2,99 kh xa so vi VISSAN nhng l i th rt ng lo ngi. C n i vi mt hng th
h nht l CP vi tng s im 3,04, Nam Phong vi tng s im 2,59 b tt so vi VISSAN v C
T nhng yu t ca cc ma trn v im quan trng ca tng yu t cung cp nhng thng ti
SAN. V vy, khi xy dng chin lc, VISSAN cn hn ch nhng mt mnh ca CP, H Long, hon
hnh sch gi c, th trng xut khu, hot ng nghin cu v pht trin), thc hin chin
thi khai thc th mnh then cht (uy tn thng hiu, cht lng sn phm, th trng ni
phm ch bin t gia sc, gia cm v thy cm.
Hng
Cc yu t thnh cng

CHNG 3 XY DNG CHIN LC KINH DOANH CA CNG TY VISSAN N NM 2015

3.1. Xy dng cc mc tiu ca cng ty VISSAN n nm 2015: Theo nh hng quy hoch gia sc
Minh n nm 2010 (Quyt nh s 31/2005/Q-UB ngy 17/02/2005 ca y Ban Nhn Dn thnh ph
iu th tht gia sc ca thnh ph: hin nay, mi ngy ton thnh ph tiu th khong 550 6
ngun gc ng vt (khong 7.500 8.000 con heo, 350 400 con tru b , cha k n s lng
Ring nhng ngy cao im nh L, Tt, nhu cu tiu th tht gia sc, gia cm c th tng 20%
tht gia sc, gia cm/ngy. c tnh n nm 2015, nhu cu thc phm c ngun gc ng vt ch
k phc v nhu cu xut khu. Nhu cu tiu th tht gia cm ca thnh ph: Mi ngy lng gi
.000 150.000 con g, vt, tng ng 100 150 tn/ngy tht gia cm. c tnh n nm 201
cm khong 300 350 tn/ngy. Ngun cung cp: + Ngun cung cp tht t cc c s git m gi
(chim khong 88% tng nhu cu ca thnh ph): heo: 320 350 tn/ngy; tru b : 10 15 tn/
0 tn/ngy. + Ngun cung cp tht t cc c s git m gia sc, gia cm ca cc tnh (chim 1
heo: 30 35 tn/ngy; tru b : 25 30 tn/ngy; g, vt: 10 20 tn/ngy. + Ngun cung c
th mi ngy (chim 2% tng nhu cu ca thnh ph): b v cc loi tht khc 0,5 1 tn/ng
3.1.1. Cn c xy dng mc tiu:

3.1.2. 2015: 3.1.2.1.

Mc tiu hot ng sn xut kinh doanh cng ty VISSAN n Mc tiu di hn:

Xy dng VISSAN thnh thng hiu mnh nht, ni ting nht dn u ngnh ch bin thc phm
au, c, qu. Nng doanh thu ca VISSAN n nm 2015 t trn 6.000 t ng. Nhn rng mng l
thnh trong nc. Trin khai hnh thc nhng quyn thng hiu qua cc sn phm thc n nhan
git m gia sc ti min Bc, min Trung. Lin kt vi cc nc c cng ngh chn nui tin t
h cng nh n nh u vo cho VISSAN. Lin kt, hp tc vi cc nng trng trng rau, c, q
ngun hng cung cp cho h thng phn phi ca cng ty. Xy dng nh my ch bin thc phm
, v.v t rau, c, qu nhm cung cp cho th trng ni a v xut khu. 3.1.2.2. Mc tiu c
mc tng trng doanh thu hng nm 25% v mc tng trng li nhun hng nm 40%. Mc tiu v
dn u vi 80% th phn i vi mt hng xc xch tit trng, 60% th phn i vi mt hng
ht ngui, 50% th phn thc phm ti sng th phn ni a; a sn phm VISSAN ph kn t
hu: phn u tng t trng doanh thu th trng xut khu chim khong 30% trong tng doan
h trng ti Bc M, c, Trung Quc, Hng Kng, Campuchia, Hn Quc, Thi Lan. Mc tiu v s
h bin t tht gia sc, gia cm, thy cm v rau, c, qu.

Mc tiu v sn xut tc nghip: Xy dng nh my git m v ch bin thc phm t tht gia
ti ng Nam vi tng mc u t trn 1.000 t ng, nng mt hng heo qui bn ln 70.000
, gia cm 3.000 tn/nm, hng ch bin phi t 30.000 tn/nm. Xy dng tri chn nui heo v
g nm: heo ging: 45.000 con/nm, heo hi: 3.000 tn/nm, sn xut thc n gia sc: 10.000 t
rau, c, qu ln 20.000 tn/nm. Xy dng h thng qun l cht lng hon chnh. Mc tiu v
guyn liu n nh, an ton v sinh thc phm, m bo 100% nhu cu nguyn liu cho cng ty.
li nhun n nm 2015 phi t t nht 8% doanh thu, cc ch s ti chnh vng mnh, an ton
him i vi x hi: gp phn thc hin trch nhim i vi x hi thng qua vic cung cp c
nhm m bo sc khe cho ngi tiu dng; gp phn bnh n gi c th trng c bit vo c
Phn tch ma trn SWOT xut chin lc: 3.2.1.

Bng 3-1: Ma trn SWOT

C HI (OPPORTUNITIES-O) O1. Tc tng trng ca nn kinh t cao v kh n nh, i sng
2. Tim nng th trng rt ln. O3. Nhu cu thc phm ngy cng tng. O4. Dn s tng, c c
im t l cao. O5. Thu nhp bnh qun u ngi tng. O6. Cng ngh sn xut ch bin ngy c
S2,S3,S4,S5+O1,O2,O3,O4,O5: Thm nhp th trng thng qua vic tng cng sut, y mnh hot
g quy m nng cao th phn Chin lc thm nhp th trng. S3,S4+O1,O3,O4: Tng cng ngh
hng sn phm hin ti v to ra sn phm mi p ng nhu cu gia tng Chin lc pht trin
,O6: nhng th trng mi vi nhng sn phm hin c Chin lc pht trin th trng. E DA
anh cao do i th mnh, nhiu i th mi. T2. Cc ro cn v v sinh, an ton thc phm ng
bnh dch honh hnh lm hn ch tiu dng nhng sn phm c ngun gc ng vt. T4. Gia nh
b e da. T5. Cc yu t u vo lin tc tng. CC CHIN LC S-T S1,S2,S3+T1: Tm kim s
nhng sn phm mi m rng thm ngnh ngh kinh doanh mi nhm cung cp cho th trng hi
g. S3,S5+T1,T3,T5: Lp cc tri chn nui gia sc, gia cm, tng cng kim sot ngun nguyn
pha sau. S1,S3,S4+T1,T2,T4: Pht trin sn phm vt tri so vi i th nhm gim s cnh t
sn phm. S3+T1,T2,T4: Lp cc chi nhnh, m rng mng li phn phi sn phm Chin lc h
W3,W6+T1,T3,T5: Kim sot ngun nguyn liu cht ch Chin lc hi nhp v pha sau. W2,W4+T
hnh, m rng mng li phn phi sn phm Chin lc hi nhp v pha trc.
SWOT

IM MNH (STRENGTH-S) S1. Thng hiu mnh th trng ni a. S2. Knh phn phi mnh. S3
xut hin i. S5.CB.CNV c trnh , tay ngh, kinh nghim cao; chnh sch khuyn khch hc
mn v tinh thn lm vic ca CB. CNV kh tt.

IM YU (WEAKNESSESW) W1. Qung co khng thng xuyn. W2. Thu thp thng tin th trng c
lng cha hon chnh. W4. Th trng xut khu yu. W5. Nghin cu v pht trin sn phm c
liu W7. Hot ng qun tr cha tt.

CC CHIN LC W-O W3,W4,W5+O2,O3,O5,O6: Hon thin cc tiu chun qun l cht lng, xc ti
th trng mi Chin lc pht trin th trng. W1,W2,W5+O1,O3,O4: y mnh nghin cu v p
cho cc sn phm mi, ch trng thu thp thng tin th trng tn dng khai thc nhu cu t
trin sn phm.
3.2.2.
Phn tch cc chin lc xut:

3.2.2.1. Nhm chin lc S-O: Chin lc thm nhp th trng: tn dng th mnh v thng hi
ngh sn xut hin i, CB.CNV c trnh tay ngh, kinh nghim cao v tinh thn lm vic kh
m rng quy m nng cao th phn bng vic y mnh hot ng marketing to bo hn nhm n
tng, tim nng th trng ln, nhu cu thc phm ngy cng tng. Chin lc pht trin sn p
o dn s tng, thu nhp tng nn i sng ngy cng c ci thin v ngi tiu dng s chi
iu hn. V vy, VISSAN s dng th mnh v ti chnh cng vi cng ngh sn xut hin i
nhng sn phm vt tri so vi i th cnh tranh trn th trng. Chin lc pht trin th
mnh gip cng ty nm bt c cng ngh ch bin hin i trn th gii nhm ci thin cc
rng mi. 3.2.2.2. Nhm chin lc S-T: Chin lc a dng ha hng ngang: mi trng cnh t
g kinh doanh no cng u c rt nhiu i th cnh tranh. Cng ty c th tn dng cc im m
v ti chnh c th mua li cng ty khc nhm m rng phm vi hot ng. Chin lc hi nh
lin tc bin ng nh tnh hnh dch bnh trn n gia sc, gia cm xy ra trn din rng v
cc nguyn liu u vo, cng ty VISSAN dng ngun ti chnh mnh cng vi trnh kinh nghi
tt ca CB.CNV tng mc kim sot ngun nguyn liu u vo; lp cc tri chn nui gia
v n nh. Chin lc pht trin sn phm: s dng th mnh v thng hiu, ti chnh v cn
trin

sn phm nhm to ra sn phm vt tri so vi i th gim sc p cnh tranh v gi cng

. Chin lc hi nhp v pha trc: nhm gip m rng mng li phn phi cng nh tng sc
phm ca i th cnh tranh, VISSAN tn dng kh nng ti chnh lp cc chi nhnh, m rng
goi nc. 3.2.2.3. Nhm chin lc W-O: Chin lc pht trin th trng: cng vi cng ngh
ra nhng sn phm mi, kim sot cht ch v ci tin cht lng sn phm hin c tn dn
ut khu trong khi nhu cu thc phm ngy cng tng. Chin lc pht trin sn phm: y mnh
cng qung co cho nhng sn phm mi, ng thi ch trng thu thp thng tin th trng
trng hin ti. 3.2.2.4. Nhm chin lc W-T: Chin lc hi nhp v pha sau: VISSAN lp c
cm bng cch lin doanh vi cc cng ty trong nc v ngoi nc to ngun nguyn liu
qun l cht lng, ng thi n trnh nhng ri ro khi cc yu t u vo bin ng lin tc
i nhnh trong v ngoi nc, ca hng nhm phn phi sn phm rng khp nhm vt qua s cnh
ht lng v gi c ca i th cnh tranh. 3.2.3. La chn chin lc: Ma trn QSPM:

Bng 3-2: Ma trn QSPM ca cng ty VISSAN - Nhm chin lc S-O:

Cc chin lc c th thay th Thm Pht Pht trin Phn nhp th trin sn th trng loi t
4 3 4 2 2 3 2 1 2 2 2 3 3 4 4 2 3 2 3 2 2 3 2 4 4 4 4 2 4 4 2 3 1 3 3 3 3 3 2 2
3 4 3 16 16 12 16 4 8 12 2 6 2 6 9 9 12 12 4 6 6 12 6 0 6 182 3 3 3 4 4 2 4 3 3
4 1 1 3 4 3 4 2 2 2 3 4 12 12 12 16 4 8 9 3 8 2 2 9 12 12 16 4 6 4 9 8 0 9 177
4 1 1 4 3 2 3 1 3 1 1 1 3 3 4 4 2 2 4 4 3 4 4 12 12 4 6 3 3 2 2 2 9 9 16 16 4 6
8 12 6 0 12 152

Cc yu t bn trong Cc yu t bn trong 1. Thng hiu mnh th trng ni a 2. Knh ph

h sn xut hin i 5. Hot ng qun tr cha tt 6. Qung co khng thng xuyn 7. CB.CNV
ao v tinh thn lm vic kh tt 8. Qun l cht lng cha hon chnh 9. Th trng xut kh
phm cha hiu qu 11. B ng ngun nguyn liu 12. Thu thp thng tin th trng c n hn ch
ca nn kinh t kh n nh 2. Mi trng kinh doanh ngy cng gay gt 3. Tim nng th trn
gy cng tng 5. Cc yu t u vo tng 6. Tnh hnh chnh tr n nh 7. H thng lut php
hp bnh qun u ngi tng 9. Ro cng v v sinh, an ton thc phm ngy cng cao 10. Thm
h honh hnh 11. Cng ngh sn xut ch bin ngy cng nng cao Tng cng

Bng 3-3: Ma trn QSPM ca cng ty VISSAN Nhm chin lc ST:

Cc chin lc c th thay th a dng Pht Hi Hi ha trin nhp v nhp v hng sn pha p
AS TAS AS TAS AS TAS AS TAS
Cc yu t quan trng
Phn loi

Cc yu t bn trong 1. Thng hiu mnh th trng ni a 2. Knh phn phi mnh 3. Ti c

ot ng qun tr cha tt 6. Qung co khng thng xuyn 7. CB.CNV c trnh , tay ngh, k
vic kh tt 8. Qun l cht lng cha hon chnh 9. Th trng xut khu yu 10. Nghin c
. B ng ngun nguyn liu 12. Thu thp thng tin th trng c n hn ch Cc yu t bn ngo
2. Mi trng kinh doanh ngy cng gay gt 3. Tim nng th trng rt ln. 4. Nhu cu thc
yu t u vo tng 6. Tnh hnh chnh tr n nh 7. H thng lut php c iu chnh ph
9. Ro cng v v sinh, an ton thc phm ngy cng cao 10. Thm ha t nhin, nhim mi tr
Cng ngh sn xut ch bin ngy cng nng cao Tng cng
4 4 3 4 2 2 3 2 1 2 2 2 3 3 4 4 2 3 2 3 2 2 3
4 4 4 2 2 2 1 1 1 1 1 1 3 4 4 4 2 2 2 4 1 1 2
16 16 12 8 4 4 3 2 1 2 2 2 9 12 16 16 4 6 4 12 2 2 6 161
2 1 4 2 2 2 3 4 1 1 4 3 3 4 3 3 4 2 2 2 4 4 3
8 4 12 8 4 4 9 8 1 2 8 6 9 12 12 12 8 6 4 6 8 8 9 168
4 3 4 4 2 4 3 1 4 4 1 1 3 4 4 4 3 2 2 3 4 1 3
16 12 12 16 4 8 9 2 4 8 2 2 9 12 16 16 6 6 4 9 8 2 9 192
4 4 4 2 2 4 1 4 4 1 1 4 3 4 4 4 2 2 2 4 4 1 2
16 16 12 8 4 8 3 8 4 2 2 8 9 12 16 16 4 6 4 12 8 2 6 186

Bng 3-4: Ma trn QSPM ca cng ty VISSAN - Nhm chin lc W-O:

Cc yu t quan trng Cc yu t bn trong 1. Thng hiu mnh th trng ni a 2. Knh p
gh sn xut hin i 5. Hot ng qun tr cha tt 6. Qung co khng thng xuyn 7. CB.CN
cao v tinh thn lm vic kh tt 8. Qun l cht lng cha hon chnh 9. Th trng xut kh
phm cha hiu qu 11. B ng ngun nguyn liu 12. Thu thp thng tin th trng c n hn c
ca nn kinh t kh n nh 2. Mi trng kinh doanh ngy cng gay gt 3. Tim nng th tr
ngy cng tng 5. Cc yu t u vo tng 6. Tnh hnh chnh tr n nh 7. H thng lut ph
nhp bnh qun u ngi tng 9. Ro cng v v sinh, an ton thc phm ngy cng cao 10. Th
dch honh hnh. 11. Cng ngh sn xut ch bin ngy cng nng cao Tng cng Cc chin lc
Phn th trng sn phm loi AS TAS AS TAS 4 4 3 4 2 2 3 2 1 2 2 2 3 3 4 4 2 3 2 3 2 2 3 4
1 4 2 2 3 1 4 4 1 1 4 3 4 4 2 2 3 4 4 4 4 12 8 4 6 3 4 8 2 2 12 9 16 16 4 6 6 1
2 8 0 12 158 3 3 3 4 4 2 4 3 3 4 1 1 4 4 3 4 3 2 2 3 3 12 12 12 16 4 8 9 3 8 2 2
12 12 12 16 6 6 4 9 6 0 9 180

Bng 3-5: Ma trn QSPM ca cng ty

Cc chin lc c th thay th Hi
2 2 3 3 4 4 2 3 2 3 2 2 3 1 1 4 2
8 4 6 9 8 2 4 8 9 9 12 16 16 8 6 4
2 2 2 4 4 1 2 16 16 12 8 4 6 3 6 3

VISSAN Nhm chin lc WT:

nhp Hi nhp Phn v pha v pha sau loi trc AS TAS A
2 3 3 4 2 2 4 3 3 4 4 4 4 2 2 4 4 4 3 4 4 12
12 8 8 9 186 4 4 4 2 2 3 1 3 3 3 1 4 3 4 4 4
6 2 8 9 12 16 16 4 6 4 12 8 2 6 185

Cc yu t quan trng Cc yu t bn trong 1. Thng hiu mnh th trng ni a 2. Knh p

gh sn xut hin i 5. Hot ng qun tr cha tt 6. Qung co khng thng xuyn 7. CB.CN
cao v tinh thn lm vic kh tt 8. Qun l cht lng cha hon chnh 9. Th trng xut kh
phm cha hiu qu 11. B ng ngun nguyn liu 12. Thu thp thng tin th trng c n hn c
ca nn kinh t kh n nh 2. Mi trng kinh doanh ngy cng gay gt 3. Tim nng th tr
ngy cng tng 5. Cc yu t u vo tng 6. Tnh hnh chnh tr n nh 7. H thng lut ph
nhp bnh qun u ngi tng 9. Ro cng v v sinh, an ton thc phm ngy cng cao 10. Th
dch honh hnh 11. Cng ngh sn xut ch bin ngy cng nng cao Tng cng

AS: S im hp dn, TAS: Tng s im hp dn. Qua ma trn QSPM cho thy cc chin lc c t
Nhm chin lc S-O: chin lc thm nhp th trng (TAS=182), chin lc pht trin sn ph
th trng (TAS=152). Chin lc c chn l thm nhp th trng v pht trin sn phm.

Nhm chin lc S-T: chin lc a dng ha hng ngang (TAS=161), chin lc hi nhp v pha
trin sn phm (TAS=192) v chin lc hi nhp v pha trc (TAS=186). Chin lc c ch
Nhm chin lc W-O: chin lc pht trin th trng (TAS=158) v chin lc pht trin sn
trin sn phm. Nhm chin lc W-T: chin lc c chn l hi nhp v pha sau (TAS=186)
hng kt qu phn tch trn, ta chn cc chin lc sau y thc hin: (1) Chin lc thm
hm. (3) Chin lc hi nhp v pha trc. (4) Chin lc hi nhp v pha sau. 3.3. Cc gi
s: Vic tuyn dng: C chnh sch tuyn dng cnh tranh bnh ng v cng khai trn nng l
nh mi quan h quen bit. Cc thng tin tuyn dng cn c cng b trn website ca cng t
hi c nng lc, chuyn mn c o to ph hp vi cng vic s c giao. Thu ht nhn ti
ht v trng dng cc chuyn gia ch bin c tay ngh cao t cc ni bng cho cc sinh vin
nhp cao cng mt s u i khc phc v cho chin lc pht trin sn phm m cng ty
uyn dng mi nhn vin c kinh nghim cho b phn Marketing, tin hc 3.3.1.
v nghin cu pht trin.

V o to v pht trin ngun nhn lc: Tip tc m cc kha bi dng chuyn mn, nghip v
hm nng cao trch nhim v thc hin tt cc nhim v c giao. Tip tc t chc cc lp b
ht kin thc 2 ln/nm cho cn b qun l cc cp; o to cn b qun l c trnh trn
, tip th, k Chun b i ng k tha theo xu hng tr ha. V chnh sch tin lng, phc
h sch i ng tha n, k lut r
rng v phi c lng ha bng thnh tch, thu nhp l
r lao ng: b tr ngi lao ng ph hp trnh chuyn mn nghip v ca h. 3.3.2. Gii
ng (tch b phn tip th ra khi ph ng Kinh Doanh thnh lp ph ng Marketing): chuyn m
rng, quan h cng ng v chm sc khch hng. Nghin cu th trng: l nhim v v cng q
lc thm nhp th trng, chin lc pht trin sn phm. V vy, cn phi thu thp thng t
, d bo c nhng thay i ca th trng v nhu cu ca khch hng, tm hiu v li ch c
kt hp thu n v nghin cu th trng chuyn nghip cung cp nhng thng tin chnh x
xy dng k hoch kinh doanh nhm mang li hiu qu cao. Quan h cng ng v chm sc khch
truyn thng t chc cc s kin tuyn truyn nh hi ngh khch hng, gii thiu cc sn ph
hm; gii p thc mc, thut vin trong lnh vc git m, pha lc v ch bin.

khiu ni ca khch hng; t chc cc chng trnh khuyn mi sn phm; tham gia vo cc hot
Ph ng Nghin cu v Pht trin: tuyn thm mt s chuyn gia giu kinh nghim trong ngnh ch
ao, c cc k s ch bin thc phm tham gia cc kha o to cc nc c trnh cng ngh
chuyn gia t cc trng i hc trong nc v ngoi nc nhm c t vn v hc hi kinh ng
h lp thm t nh gi trc thuc ph ng. T ny phi hp cng cc ph ng ban chc nng khc
im chi ph, hao ht trong qu trnh sn xut v nh gi bn cho ph hp. 3.3.3. Gii php v
xy dng mt h thng thng tin hon chnh v vng mnh nhm to iu kin cho ngun thng ti
gia doanh nghip vi th trng c ti u, cc gii php nh sau: Xy dng h thng thng
ngh thng tin phc v trc tip cng tc ch o iu hnh cng nh phc v cho cc b phn
mm qun l k ton, thng k, bn hng, kho; qun l vn bn, h s cng vic; tng hp thn
khch hng; qun l thng tin v th trng nguyn liu, th trng tiu th, v.v B phn t
c s d liu kp thi, nhanh chng v chnh xc nhng b phn c lin quan c th khai th
nh, i th cnh tranh, th trng nguyn liu, cc quy nh php lut. ng dng hnh thc v
tit kim vn ph ng phm, khai thc hiu qu d liu gia cc ph ng ban chc nng, gim nh
bo co. B sung kin thc cng ngh thng tin cho cn b qun l cc cp, cng nhn vin cc
huc v cc chi nhnh.

Tuyn dng nhn s cho b phn ny phi l nhng ngi c chuyn mn Gii php v nghin cu

v cng ngh thng tin, qun l mng v kinh doanh. 3.3.4. Pht trin sn phm mi: ngy nay
li sng cng nghip, khuynh hng gim dn thi gian cho vic bp nc m thay vo l cc
nh v tit kim c thi gian v rt tin dng. Do , t c mc tiu tr thnh cng t
trnh ch bin a vo sn xut nhng sn phm sau: Sn phm tm gia v; ch bng g; cc
phc v cho ba n hng ngy ca gia nh nh c kho, tht kho, rau hn hp, v.v Sn phm th
bo, n king. Sn phm dnh cho vt cng xut khu, ng thi phc v cho nhu cu Sn ph
, m bo an ton v sinh Ci tin sn phm: th trng tiu dng tng vng, tng khu vc rt
Do , cng ty cn tp trung nghin cu ci tin sn phm nhiu hn v mt khu v, thnh ph
vng, tng khu vc . Tip tc u t thm my mc thit b hin i b phn ny c k
tranh. Cn c chnh sch thng tha n cho b phn nghin cu gn vi kt qu thng mi c
5. Gii php v sn xut tc nghip: 3.3.5.1. Gii php v cung ng nguyn liu: n nh
lng gm cc mt hng tht heo, tru, b , rau, c, qu, cng ty trin khai cc hnh thc mua
trong nc. n ngi tiu dng.

sn. -

K hp ng di hn mua heo hi, b hi vi cc h dn, gim dn hnh Thng qua hnh thc hp

thc mua qua thng li ngun gc khng r
rng. tri chn nui ln, cc nng trng trng ra
Nguyn liu ch bin: tng cng lng heo git m pha lc ti cng ty.

Khai thc mng li kinh doanh thc phm, trm 4, cc ca hng thc phm qun cung ng ngu
h hnh nguyn liu khan him xy ra th cng ty cn ch ng tm ngun cung cp nh nhp khu
ht. H tr vn cho nng dn, khuyn khch mi ngi chn nui gia sc, gia cm kt hp vi
phi ging vi vic bao tiu sn phm cho ngi chn nui. Tip tc pht trin n heo ca x
g ty. ng thi nhanh chng ku gi lin doanh vi cc i tc nc ngoi c ngnh cng nghi
con ging, k thut chn nui, sn xut thc n gia sc. Thc hin thnh cng vic ny, cng
hn, cht lng tt hn v gi c r hn. Nhanh chng trin khai d n chn nui b tht ti
c cc vn lin quan nh u t v ngun ging. 3.3.5.2. Gii php v sn xut - thit b:
v cng ngh v u t b sung thm thit b hin i tng nng lc sn xut, tng chn
sinh lao ng. Cc my cn u t trong giai on hin nay: my nhi xc xch, my cht tht
1.000KVA, v.v Di di nh my hin hu xy dng nh my git m v ch bin thc phm t
ngh hin i nht (tng mc u t hn 1.000 t ng) ti huyn Bn Lc, tnh Long An vi c

+ 03 dy chuyn git m heo: 360 con/gi/dy chuyn; + 02 dy chuyn git m b : 200 con/6gi
dy chuyn git m gia cm v thy cm: 2.000 con/gi/dy chuyn. + Dy chuyn sn xut hng
+ Kho tr ng: 1.000 tn. + H thng pha lc, ph ng mt cho 100 tn tht mnh heo, tru b /n
0 tn/ngy, bao gm cp ng trc tip v cp ng gi. u t thm cc thit b my mc p
, to iu kin cho cng nhn s dng ti a trin sn phm. gi lao ng ca mnh tng hi
3.3.5.3. Gii php v qun l cht lng: Sc khe ca ngi tiu dng lun b e da t cc
nh bnh lao, nhit thn, xon khun, H5N1 v cc loi k sinh trng. Mt khc, nguy c c h
cc loi thc n gia sc, gia cm khng hp l dn n hm lng cc cht tn d, khng sinh,
cng nh hng khng nh n sc khe ngi tiu dng. V vy, cng ty cn c cc gii php s
sch: + Tip tc u t m rng m hnh chn nui heo sch ca x nghip Chn Nui G Sao the
sn xut thc n gia sc, khu chn nui, cung cp heo tht sch v khai thc hiu qu hot
n ton v sinh thc phm t trang tri n bn n. + Trin khai hnh thc chn nui gia cng
on ging, k thut chn nui, cung cp thc n gia sc. + Hp ng lin kt di hn trong sn
ch bin nng sn a rau, c, qu c ngun gc an ton vo trong h thng phn phi ca
hin hu ca VISSAN hin nay ang xung cp, ng thi thiu mt bng pht trin trong c

cn phi nhanh chng trin khai d n di di ton b nh my VISSAN ti 420 N Trang Long, Ph
h n huyn Bn Lc, tnh Long An thnh lp cm cng nghip ch bin thc phm hon chnh
h trng ni a ln xut khu. 3.3.6. Gii php v ti chnh k ton: Theo d
i cht ch t
ro, gim t l n. H s thanh ton nhanh ca cng ty thp do t l hng tn kho chim t tr
o vy, cng ty cn ci thin h thng thng tin gim mc tn kho thnh phm v nguyn vt
ngn hng. Vn khai thc t cc c ng sau khi chuyn t cng ty TNHH Mt Thnh Vn t c: c
T ngun vn u t ti chnh ca Tng cng ty Thng Mi Si G n. T ngun bn bt ng sn
hnh, thnh ph H Ch Minh (c tnh trn 1.000 t ng). T ngun bn u gi bt ng sn
12, thnh ph H Ch Minh (S Ti Chnh thnh ph nh gi l 98,7 t ng). T ngun vn k
vi cc i tc nc ngoi. Cc ngun vn khai thc ny s c u t nhm m rng quy m s
di ton b nh my hin hu: 1.000 t ng. D n di di & kt hp u t i mi cng ngh
H Ch Minh ph duyt): 125 t ng. Cc d n u t b sung my mc thit b phc v cho d
Vin sang loi hnh cng ty c phn.

Cc d n u t mi: 98 t ng. 3.3.7. Gii php v marketing: 3.3.7.1. Gii php v sn ph

sn phm: sn phm ch lc, sn phm c t sut li nhun cao nht, sn phm c ngi tiu
oanh thu. Cht lng: tp trung nng cao cht lng sn phm ti sng v ch bin: Qun l t
a. Bn cnh , hun luyn cho cc nh phn phi, i l, ca hng cch bo qun sn phm nh
iu chnh khu v sn phm cho ph hp vi tng vng min, quc gia Ci tin thnh phn din
AN Chng loi sn phm: a dng chng loi sn phm phc v cho nhiu i tng khch hng; t
. Bao b: a dng ha cc kiu dng bao b. Cng ty cn phi ci tin mu m bao b p n
b cc sn phm ch bin cho tr em phi thng xuyn thay i mu m cho ph hp vi s thc
g phi bo qun tt sn phm v tin li cho ngi tiu dng. Kch c: a dng nhiu kch c
7.2. Gii php v gi: Hin nay gi bn sn phm ca VISSAN c n kh cao so vi i th cnh t
h VISSAN cn n lc xy dng gi thnh sn phm cho ph hp, c th nh sau: Tit kim chi
sn xut, kinh doanh gi bn cnh tranh hn. khc nhau. so vi i th cnh tranh.

phi. Kim sot cht ch gi bn sn phm ca cc ca hng, i l n tay ngi

tiu dng. Cng ty cn quy nh mc gi bn l thng nht trong ton h thng phn Ngoi vic
cng ty cn xy dng

chit khu thi gian tiu th nhanh, thanh ton nhanh, v.v cho cc nh phn phi, nh bn s
, to ng lc cho ngi bn. Gi xut khu cn c chin lc gi linh hot trn c s cp nh
th trng, tng giai on. 3.3.7.3. Gii php v phn phi: VISSAN xy dng h thng ph
trng thnh ph H Ch Minh l th trng tiu th sn phm ca VISSAN nhiu nht so vi cc
cnh tranh nh Nam Phong, CP, H Long, Tuyn K. Tuy nhin cn phi lm cho h thng phn ph
hiu qu v pht huy ht tc dng. Cc gii php c th: C s phi hp cht ch t nhiu kh
ut, sn xut ng thi gian, vn chuyn kp thi n im bn, theo d
i doanh s bn hng ng
y i tng gim lng bn cho cc b phn lin quan. Xy dng knh phn phi cho cc tnh ch
l Ngi tiu dng. Tng ph mng li phn phi ra cc qun mi thnh lp ca thnh ph,
ng c nc p ng Cng ty

cc khu dn, cc khu ch xut v khu cng nghip. nhu cu ca ngi tiu dng ngy cng tng,
hn phi ti cc th trn, th x ca cc tnh ngi tiu dng d dng tm mua sn phm c
g ty cc qun trn a bn thnh ph cn m thm cc im bn l cch nhau 200 m m bo
hun tin mua hng cho ngi tiu dng.

M. M rng mng li phn phi th trng Nga l th trng c mi quan h

truyn thng vi VISSAN, th trng Hn Quc, Thi Lan, Lo, Campuchia, Bc Tin ti ni mng
hi vic theo d
i t hng,

giao hng, thanh ton v kim sot mc tn kho thun tin hn, t gip cho vic vn chuyn
rin t hng qua mng nhm gip tit kim thi gian, cng sc v cc chi ph lin quan. Xy
b, cung cp bng hiu, hp n, t ri, brochures, v.v cho cc i l v cn c cc chnh s
i l tiu th sn phm ca cng ty. T chc xy dng m hnh chui ca hng thc n nhanh
3.3.7.4. Gii php v chiu th: Qung co: Phi y mnh cng tc qung co nhiu hn so vi
ai trng by poster nhng ni cng cng nh sn bay, bn xe, Nn khai thc thm cc phng
trc tip phng tin truyn thng: bo ch, truyn hnh, i pht thanh, internet, v.v bn
hi gii tr, cc t im du lch trn c nc. bng cch gi catalogue n khch hng tim n
qua internet; Nam. Khuyn mi: Khuyn mi ti tt c cc hi ch trin lm, siu th, trung
mua hng gim gi, mi khch hng dng th, biu qu khi Thc hin vic gn kt khch hng v
pht vo cc ngy L, Tt vi qu tng c gi tr. khch hng mua vi s lng nhiu ti cc
SSAN (khch hng tch ly im cho cc ln Vic son thng ip, hnh nh cho qung co phi
vi s thch, phong tc, tp qun ca ngi Vit

mua hng VISSAN), cc khch hng ny s c hng ch gim gi, tham gia cc chng trnh
hng trc thuc cng ty, cc i l bn hng theo doanh s bn cao bng nhng sn phm ca V
hng mi; h tr bng hiu, hp n, cc trang thit b bo qun sn phm; chit khu; Cn n
tranh a ra Xc tin bn hng: Tng cng m rng th trng ni a nhm gii thiu rng
h th phn trong nc thng qua cc hi ch thc phm Vit Nam, Hng Vit Nam cht lng cao,
am. Thm nhp vo cc th trng nc ngoi bng cch tng cng tham gia cc chng trnh h
, Lo, Thi Lan, Hn Quc, v.v Quan h cng ng: Thu ht cht xm v cng ty bng cch ti
cc sinh vin c thnh tch hc tp tt chuyn ngnh ch bin thc phm, kinh t, v.v hc.
vo cc ngy L, Tt; ti tr Xy dng thng hiu: Thng hiu c coi l mt ti sn c g
tiu dng. S nhn bit thng hiu l giai on u tin ca tin trnh mua sm tc ng n
n trng o lng sc mnh ca thng hiu. S nhn bit thng hiu c to ra t cht l
hi hp vi i HTV7 ti tr cho cc chng trnh Vt ln chnh mnh, Ngi nh m c
yn mi c hn.

quan h cng ng, qung co, khuyn mi, nhn s, v.vV vy, vic xy dng chin lc thn
n cc b phn c lin quan thc hin tt. Cc bin php xy dng thng hiu c th
th trng c giao dch v tim nng. Thnh lp b phn chuyn trch v thng hiu trc thu

Marketing. B phn ny l ni s lp k hoch, nh hng, thc hin kho st v trin khai c

ghip, xuyn sut v nht qun. Tham gia cc bui ta m v thng hiu nhm tip thu kin t
dn cc ch bin sn phm ng cch, gii p thc mc v sn phm, gii quyt cc khiu ni,
c s cho vic pht trin sn phm. 3.4. Kin ngh. i vi Nh nc: Tng cng qun l nh
gia cm, 3.4.1. nghim trong cng tc xy dng v pht trin thng hiu.

m bo an ton thc phm cho ngi tiu dng, to sn chi bnh ng cho cc thnh phn kinh
lu, ng thi sp xp chnh trang ci to Khng thu thu gi tr gia tng i vi cc t ch
nguyn liu sn xut thc n chn nui; gim thu li khu vc kinh doanh thc phm ti sng
b vo Vit Nam. thu nhp doanh nghip, min thu nng nghip trong v ng 5 nm cho cc n v
tri chn nui, sn xut thc n gia sc v cc doanh nghip ch bin thc phm. Hon thin
pht trin chn nui. c hng cc chnh sch u i u t hin hnh theo lut khuyn khc
u t trong nc (sa i) v gim thu thu nhp doanh nghip.

T chc cho cc doanh nghip, trang tri, cc h chn nui i tham quan,

hc hi kinh nghim chn nui gia sc, gia cm v ch bin thc phm cc nc c ngnh chn
h nng nghip tp trung ch o cc vn v con ging, thc n, chm sc th y, p dng ti
g lnh vc chn nui gia sc, gia cm. m bo an ton dch bnh v v sinh thc phm, cc

quan cn y mnh hn na cng tc qun l kim tra an ton v sinh thc phm, ph ng chng d
uy hoch git m: cc n v git m

c u t di di theo ng quy hoch; gia cng git m c tnh ng, tnh v thng nh
cng nghip v c kim nh v sinh, khng c tnh trng git m lu, trn thu v kim n
it m. 3.4.2. V pha cng ty: Cn y nhanh tin trnh c phn ha cng ty nhm huy ng v

c nhn, cc t chc kinh t trong nc v ngoi nc tng nng lc ti chnh, i mi cn

hiu qu v sc cnh tranh ca cng ty trong nn kinh t th trng. u t hn na hot cho
h Tip tc duy tr vic tham gia cc chng trnh cng ng nhm xy dng Pht huy th mnh
h sn xut, ng thng thng tin. v pht trin thng hiu cng ty. thi nhanh chng khc p
cng chin lc ra.

KT LUN
Trong bi cnh Vit Nam gia nhp t chc thng mi th gii WTO, mi trng kinh doanh ngy
nghip phi nng cao kh nng cnh tranh ti th trng trong nc v quc t. VISSAN cng k
g chin lc kinh doanh ca cng ty VISSAN n nm 2015 c ngha quan trng, c th: Kim s
ca sn phm. y nhanh tin trnh c phn ha cng ty nhm nng cao hiu qu qun l a dn
M rng quy m th trng xut khu nhm pht trin thng hiu cng ty Vi vic ra h th
y VISSAN, chng ti rt mun gp phn cng sc nghin cu ca mnh cng ty pht trin bn
hot ng sn xut kinh doanh, huy ng thm ngun vn t bn ngoi.
VISSAN.

TI LIU THAM KHO

1. Bo co thc hin 2000 v k hoch ca cng ty VISSAN nm 2001. 2. Bo co thc hin 2001
ISSAN nm 2002. 3. Bo co thc hin 2002 v k hoch ca cng ty VISSAN nm 2003. 4. Bo co
k hoch ca cng ty VISSAN nm 2004. 5. Bo co thc hin 2004 v k hoch ca cng ty VISSA
co thc hin nm 2005 v k hoch ca cng ty VISSAN nm 2006. 7. Bo co thc hin nm 2006
SSAN nm 2007. 8. PGS.TS Nguyn Th Lin Dip, Ths Phm Vn Nam, Chin lc v chnh sch kin
bn Thng K 2003. 9. Fred R. David, Nhm dch: Trng Cng Minh Trn Tun Thc Trn Th
r chin lc, Nh xut bn Thng K 2003. 10. H c Hng, Qun tr Marketing, Ti Liu Gin
l E. Porter, Chin lc cnh tranh, Nh xut bn Khoa hc v K thut 1996. 12. Philip Kotler
rketing, Nh xut bn Thng K 2003. 13. TS. Nguyn Quang Thu, Qun tr ti chnh cn bn, Nh
005. 14. TS. Nguyn Quang Thu, Phn tch Qun Tr Ti Chnh, Ti Liu Ging Dy i Hc Kinh
ph ng ban cng ty VISSAN. 16. Tp ch kinh t pht trin trng i hc Kinh T:2002-2006 17
hng tin in t: Bo VnExpress: http://www.vnexpress.net Bo VietNamNet: http://www.vnn.vn
Bo Si G n Gii Phng: http://www.sggp.org.vn Bo Si G n Tip Th: http://www.sgtt.com.vn

Bo Ngi Lao ng: http://www.nld.com.vn Bo Tui Tr: http://www.tuoitre.com.vn Tng Cc Th

p://www.gso.gov.vn Cc Thng K Tp. H Ch Minh: http://www.pso.hochiminhcity.gov.vn. S Th
Mi Tp. H Ch Minh: http://www.trade.hochiminhcity.gov.vn S Thng Mi Tp. H Ch Minh: htt
ww.trade.hochiminhcity.gov.vn B K Hoch v u t: http://www.mpi.gov.vn. Thi bo Kinh t
http://www.vneconomy.com.vn

Ph lc 1: THC PHM TI SNG THC PHM TI SNG

Gi heo rt xng
Thn ngoi heo
Thn ni heo
Tht i heo

Thn ni b
Nc i b
Thn ngoi b

Ph lc 2: THC PHM CH BIN THC PHM CH BIN

THC PHM NG HP

Heo 2 Lt
B 2 Lt
C Ng St Du
C St C
Xc Xch St C
Nc Sp Heo
Ct Tim Ng V
Ct Tin Thuc Bc
Li B St Tng t
ui B Hm u
Tht Heo Kho Trng
B xay
Dm Bng
Heo Hm
B nu u
B st c
Pa-t Tht Heo
Pa-T Gan Heo B

hm G Hm

Ca ri g
G nu u
Pa-T Gan G
Pa-T Tht G
Cari B
THT NGUI CAO CP
Thn heo xng khi
Ba ri xng khi
Jambon
Da Bao
Pt Gan
Jambon Xng Khi
THC PHM CH BIN TRUYN THNG
Ch Gi R Con Tm
Honh Thnh
Ch Gi Chay
Tht Heo Xay

Ch Gi
Ch Gi Tht
Ch Gi Tm Cua
Ch Gi R Tm Cua
Ch Gi Con Tm
Ch Gi Ci
Ch Gi R
H Co
Heo Vin
Gi La
Gi La Th
Pa T
Nem Nng
Ch m
Lp xng
Gi b
Ch gi da xp
Bp ci gi tht
B vin
Kh qua dn tht

XC XCH TIT TRNG

Xc Xch Tm
Xc Xch Heo
Xc Xch Ti
Xc Xch C
Xc Xch Chipo
Xc Xch G
Xc Xch Cervelas
Xc Xch B

Ph lc 3: RAU C - QU RAU C - QU

Ph lc 4: HEO GING,, HEO THT HEO GING HEO THT

Ph lc 5: S T CHC S T CHC
Hi ng thnh vin
Ban Tng Gim c
Ph ng nghin cu pht trin sn phm
Ph ng Vt T K Thut
Ph ng K Ton Ti V
Ph ng K hoch u T
Ph ng KCS
Ph ng T Chc Nhn S
Ph ng Hnh Chnh Tng Hp
Ph ng Kinh Doanh
X Nghip Chn Nui G

Sao

X Nghip Ch Bin Thc Phm

X Nghip Ch Bin KD Rau Qu
12 n v KD Ca hng, Trm
Chi Nhnh H Ni
Chi Nhnh Nng
Vn Ph ng i din ti Nga
06 Kho xng sn xut, khu tr lnh & Nh my git m

PH LC 6
BO CO KT QU HOT NG KINH DOANH NM 2004, 2005, 2006 VT: Triu ng STT 1 2 3 4 5 6 7 C
hu bn hng v cung cp dch v Cc khon gim tr Doanh thu thun v bn hng v cung cp d
v bn hng v cung cp dch v Doanh thu hot ng ti chnh Chi ph ti chnh Trong : Chi
13 14 15 16 Chi ph bn hng Chi ph qun l doanh nghip Li nhun thun t hot ng kinh
Chi ph khc Li nhun khc Tng li nhun k ton trc thu Thu thu nhp doanh nghip Li
anh nghip 2004 1,393.2 2.2 1,391.0 1,284.0 107.0 2.8 3.6 3.5 33.6 51.3 21.3 1.0 0
.6 0.4 21.7 6.1 15.6 2005 1,751.6 3.1 1,748.5 1,603.8 144.7 2.9 3.2 3.1 38.5 74.
9 31.0 1.3 0.8 0.5 31.5 8.8 22.7 2006 2,009.8 3.4 2,006.4 1,802.4 204.0 4.2 4.2
3.8 73.0 87.3 43.7 1.4 0.4 1.0 44.7 12.5 32.2

BNG CN I K TON NM 2004, 2005, 2006 VT: Triu ng STT CH TIU TI SN TI SN NGN H
hi thu Hng tn kho Ti sn ngn hn khc TI SN DI HN Cc khon phi thu di hn Ti sn
hn khc TNG CNG TI SN NGUN VN A 1 N PHI TR N ngn hn Trong : Vay v n ngn h
1 2 VN CH S HU Vn ch s hu Ngun kinh ph v qu khc TNG CNG NGUN VN 204.6 123.4
4.0 5.3 303.9 278.6 201.9 112.9 76.7 74.9 126.2 121.4 4.8 404.8 281.6 212.3 99.8
69.3 66.3 153.3 148.4 4.9 434.9 2004 2005 2006
A 1 2 3 4 B 1 2 3 4
206.7 61.8 34.0 109.3 1.6 97.2
270.9 99.8 64.1 106.2 0.8 133.9 66.8 74.0 165.6 1.1 127.4 0.04 80.2 7.0 40.2 434
.9
307.5
70.4 3.0 23.8 303.9
86.5 6.7 40.7 404.8

Ph lc 7: QUY TRNH SN XUT CA VISSAN QUY TRNH SN XUT CA VISSAN

1. QUY TRNH GIT M: 1.1. Dy chuyn git m heo:
Bang tai chuyen heo (Restrainer)
Gay ngat (Stunning)
Thoc huyet (Bleeding)
Ra (Washing)
Tai manh (Dressing Conveyor)
Ra va anh bong (Washing & Polishing)
Cao long (Dehairing)
Trung nong (Scalding)
2.2. Dy chuyn git m b :
Gay me
Treo len
Cat sng
Thoc huyet
Cat chan va au
Can
Ra
oi
Lay noi tang
Mo bung
Lot da

2. M HNH QUY TRNH GIT M:

TIN TRNH H HEO
Gy m Treo ln Thc huyt
Ra

Chuyn Trng Co M Ly ni Khm xung R i Ra Cn nc Co lng Ct u Treo ln Ra sch

H B
Gy m
Treo ln Ct sng
Thc huyt
Ct chn v u
Lt da
M bng Ly ni tng
R i
Kim nghim
Ra
Cn
Chuyn xung ph ng treo tht

Trang 97

3. HIN TRNG CC DY CHUYN GIT M: Cng ty Vissan khi cng xy dng t nm 1970 v khnh
c quy hoch trn mt khu t ring t ring bit, cch ly khu dn c c bao bc bi r
h hin ti gm: 03 dy chuyn git m heo cng sut 2.400con/6gi. 02 dy chuyn git m tru
6 gi.
4. S LU CHUYN CC SN PHM TI SNG:
HEO, TRU, B HI
Khu tn tr th sng Phn xng sn xut
Kho mt
Xng pha lc, x l nguyn liu
K H C H H N G
Cp ng
Kho lnh

Trang 98
5. S LU CHUYN CC SN PHM CH BIN:
Nc nguyn liu mua PXSX (Heo, tru, b bn)
Kho mt
X N G C H B I N
Xng pha lc, x l nguyn liu
K H C H H N G
Cp ng
Kho lnh
Kho kh
: nguyn liu : thnh phm

Trang 99
6. MT S HNH NH KHC:
Dy chuyn git m
Dy chuyn sn xut

Trang 100

Trang 101

Ph lc 8: TNH HNH THC HIN U T GIAI ON 2001 TNH HNH THC HIN U T GIAI ON 2
n v tnh: ng STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Hng mc D n u t chiu su
ch gi My cht tht ng lnh My nghin tht ng lnh D n nng cp ph ng th nghim D
sa cha nng cp kho lnh D n u t b sung my mc thit b tng nng lc sn xut D n
u t b sung con ging H thng x l ti x nghip Chn Nui G Sao u t thit b phc
i di x nghip Chn Nui G Sao D n di di nh my VISSAN Giai on 2001 2003 2001 2003 20
2003 2002 2003 2002 2004 2002 2003 2003 2004 2004 2005 2005 2005 2006 2006 2006
2005 2008 2004 2010 Tng vn u t 1.411.000.000 5.387.000.000 600.000.000 600.000.000 9
0.000.000 5.572.000.000 4.624.000.000 2.773.000.000 18.751.000.000 1.000.000.000
2.079.000.000 1.000.000.000 10.000.000.000 1.000.000.000 ang thc hin ang thc 1.000.0
00.000.000 hin 125.000.000.000 Ghi ch

Trang 102

Ph lc 9:
Nm 2006, Nam Phong cha thc hin tt cng tc gim st, kim tra heo hi tp trung v git
h c a v git m ti y (theo bo Tui Tr ngy 25/04/2006: ti 23 rng sng 24/04/2006
hng 33 con heo t ng Nai nhp vo thnh ph H Ch Minh, trong c 4 con b l mm long
ng). Bn cnh , on thanh tra S Y T thnh ph H Ch Minh t chc tin hnh iu tra
ut, kinh doanh hng thc phm ngy 10/01/2006, nhiu sn phm b nghi ng nhim hn the, tro
ca Nam Phong (theo bo Ngi Lao ng ngy 12/01/2006).

Ph lc 10:
Ngy 26/05/2005, Trung Tm Nghin cu thc nghim v chuyn giao cng ngh v thc phm Tr
phm thnh ph H Ch Minh chn ngu nhin mt s sn phm nghi ng s dng hn the ang
qu ghi nhn sn phm c lt vin Nm Sao ca CP mc d ghi khng s dng hn the nhng ki