Nhm 2: AMAZON.

COM
Thnh vin nhm:

Phm Lin Hng

Trng Th Ngc Anh

V Vn Hanh

Nguyn V Hong

Nguyn Minh Hin

Nguyn Th Hng

Nguyn Th Thu Linh

Hong Minh Tho

Lng Th Lan

Phm Ngc Hi Phm

Phm Th Hu
Nguyn Th Phng
Thu

Th Hng Xim

I. Tng quan v Amazon:

II. Phn tch h thng hu cn v chui cung ng ca

Nhm 2: AMAZON.COM
Amazon:
1)
2)

Phn tch cc nhn t: Sn phm, mc dch v, h thng

thng tin
Phn tch cc hot ng: D tr, Vn chuyn, Mng li

III. Bi hc knh nghim

Tng quan v Amazon.com

Nm 1994, Jeffrey Bezos, khi tnh c c mt nghin cu d on

Internet s bng pht trong tng lai ng d on chng bao lu

ngMa s bt au mua bn gua mng. Su kh nghin cu,,ng
quyt nh la chn sn phm sch v hu nh mi cun sch u
c lu tr in t, song khng mt hiu sch no c th xp
cc cun sch trn gi. Ri ng t tr s ca Amazon Seattle, ni
c nhiu ky s phm " mm v li cch thnh ph Rosebrg khng
xa, ni c h thng nh kho lu tr sch ln nht nc M.
16/7/1995 Amazon chnh thc c a ln mng nh 1 nh sch
trc tuyn
n nayAmazon trong tm tr ngi ti dng vn l mt "ca hiu

sch", nay tr thnh nh bn l tng hp trc tun

Tng quan v Amazon.com

*:* Amazon l chui ca hng trc tuyn s 1 trn th gii,
doanh thu nm 2011 l 40,08 t USD, tng trng doanh thu
40% mi nm
Amazon ng dng cng ngh logistic ti UU ha dng
lu chuyn ca tin v hng.
Nm 2010 Amazon c 34 kho hng trn ton nc M, s
dng 51.000 nhn cng chnh thc, v hng ngn cng nhn
thi v. Mt kho hng ca Amazon c th rng bng 13 sn
bng v 1200 nhn cng lm vic.

H thng hu cn & chui cung ng ca

Amazon

D tr

Vn chuyn

Mng l

Sn phm
Thi k sn phm Amazon cung ng l
sch bao gm (sach v sch in t).
Theo thi gian gi danh mc hng ho
Amazon cung cp ngy cng c m rng:
t ng dng phm mm n thit b k thut
s, gia dng, chi...
n nay ngoi cung cp cc sn phm thuc
ngnh hng bn l, Amazon cn cung cp
cc dch v sn giao dch in t.

Limitless categories too

Books, Mustc and DVD/Video

100%

Others

Media vs, others lo the U.S.

ur n

80%

60% -

40%

20%

?097 1<m 199 20lX) 2001 2002 2003 2004 2005 200fi 2007 200 200 2010

3 categories

16 categories

By introducing two new product categories every year for almost a decade.
Amazons market share represents one third of U.S. e-commerce sales.2

Danh mc cc ngnh hng bn l

'"

UiilimileilliisM Videos

MPS Clouil Pl.yei

m
Kindle

C-

for tut tc*4jy

Dkjilcil Gillies 1 Soitwsie

AiKlilile flmlioboohs
Books
Movies. Music G<nnes,

Electronici 4 Coinpirtits
Home. .1I <ln Tools
Graciy. Healtli & BetUJTy
Toys, Kills t B.lby
Cliilliimj, SlwesSJeMliy
Spoils OiIooi
Automotive K liLdn-sti idl

1. Video (khng gii hn)

2. MP3 (19 triu bi ht, chi bt c ni no)
3. My Amazon (h tr iu tr 5 GB min ph)
4. Appstore cho Android
5. Tr chi v phn mm
6. Sch k thut s Audiobooks
7. Kindle my c sch
8. Sch
9. Movies, Music & Games
10. in t & My tnh
11. Home, Garden & Cng c
12. Tp ha, Sc khe & Lm p
13. chi, Kids & Baby
14. Qun o, Giy dp & Trang sc
15. Th thao & dng c ngoi tri
16. t & Cng nghip

_PJ
[#

Learnmore

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 Sn phm Amazon phc v l nhng sn phm thng

thng, ph thng, v vy mc dch v c xc nh

Mc dch v

mc trung bnh.
Phc v giao hng tn ni, theo yu cu, thanh ton
trc, giao dch qua in thoi, internet..., shopping
24/24.
Danh mc sn phm a dnc phong ph, nhiu la chn
vi nhiu mc gi, nhiu nh sn xut, nhiu nh cung
cp.

H thng cng ngh thng tin

Quan im ca Benzo "Trong mt th gii hu hnh, mi
ngi u ngh a im l quan trng nht. i vi chng
ti, 3 th quan trng nht l: cng ngh, cng ngh v cng
ngh." Amazon ch tiu nhiu tin vo pht trin cc phn
mm tn hc.
in ton m my: Cng ngh lu tr v chia s d d
liu in t.
H thng kho hng t ng: c m ha chun mc, v
thng tin trao i cp inht lin tc gia thng tin t hng
vi thng tin d tr, thng tin nhu cu ung ng, v thng tin
cho nh cung cp kp thi.

D tr i vi nhng sn phm phn

mm, sn phm sch in t

i vi nhng sn phm phn mm, nhng sn

phm sch in t, MP3, ng dng gii tr... l
nhng sn phm c ng dng nhng cng
ngh hin i nht cho lu tr in ton m
my Amazon cho php ngi dng truy cp v
thng thc sn phm mi lc mi ni.

D tr i vi sn phm i hi c d tr
vt l
H thng kho t ng

- H thng m tnh tip nhn v x l n hng

- Trm phan phi tin
- Cc cabin bit ni cha hng ha
- H thng bng ti, sensor quang, thng ng hng
Mi kh hng tr gi ti 50 triu la. Trong mi kho hng
u c cc mt hng t ga dng, qun o giy
dp sch bo' in t dn nhng mt hng c bit ha
nh lu nim trang sc...

c im h thng kho hng ca

Amazon

V tr t cc kho hng cng c amazon cn nhc rt k lng.

Cc kho hng thng c t gn cc trung tm tiu th n ha

cc a im thun li v giao thng p ng kh nng phn phoi
hng ha rt nhanh chng. Thng th cc kho hng nay c t
gn sn bay tin cho vic vn chuyn.
H thng kho hng ca Amazon m bo mi lin h rt cao t
nh sn xut h thng phn phi ti khc hng. Trong mi kho

hng cc mt hng c sp xp, bo qun rat khoa hc m bo

cho cc quy trinh ly hng, nhp hng, x l n t hng nhanh
chng hiu qu cao.
Vi s lng mt hng v cng ln amazon u t h thng
thng tin vi h thng my tnh cc phn mm ng dng v x l
thng tin gip cho vic qun lc hiu qu nhanh chng. Nhng
thng tin quan trng u c ghi li v phc v cho nhng ln kinh
doanh tip theo
IA

_ m _ _______________________________ ? _ _
?I^w

I /I ^ f /

II

I1

L gii c i m h thng kho

hng ca Amazon

Do xc nh mc dch v trung bnh, sn phm l mt hng c nhu

cu ph thng, mc tiu th nhanh nn Amazon s dng h
thng kho ln d tr tp trung.
V h thng kho hng ln, mt hng a dng, mc tiu rt ngn
thi gian n hng nn Amazon u t nhiu cho h thng

thng tin hin i, xy dng Kho hng t ng nh mt nh

my sn xut.
Amazon thc hin lin kt hp tc vi cng ty vn chuyn quc
t v ni a vn chuyn hng cho khch, v vy
thun tin cho vn chuyn rt ngn thi gian v chi ph vn
chuyn. Khi la chn v tr thng chn ni thun tin
cho giao thng.

Thnh tch n tuOng qua cc ch so

InventoryTurnOver Ratio

Inventoryas % of Sales

12

1
0

30.00%

|I

II
2006

2007
Aindioii &Jint'S&Nubk Eb.iv

2008

L.li.li- illilii
2006

2007

2008

Am&on i B,;m<.i&Nobk.' ELjy

So vi di th canh tranh tri/c tip la Ebay va B&N: he so vng quay

hng ton kho ca Amazon a lun mi>c cao han hn, Nm 2008 la
10,3 lan, nm 2007 la 9,8 lan, nm 2006 la 9,7 ln. Den nay 2011 la
20 ln/nm

Ty sut hng ton kho cng chim u>u th han han di th canh tranh
(ty le thp): nm 2008 la 6,7%, nm 2007 la 7,1%, nm 2006 la 7,9%.

L gii thnh tch n tng ca h

thng kho hng ca Amazon
c c hiu sut s dng kho cao hn hn i th cnh tranh:
Amazon p dng cng ngh tin tin trong hot ng vn
hnh kho, lp k hoch d tr v cung ng hng trong kho.
La chn a im thch hp: thun tin giao thng (tin cho vn
chuyn), m bo mi lin h cao gia cc nh sn xut v nh
phn phi trong chui cung ng ca Amazon.
Lin tc nghin cu v ci tin cng ngh cho kho hng.

 Amazon hp tc vi cc hng vn chuyn quc t v khu

vc
Dch v vn chuyn n ni khch hng yu cu.
Vn chuyn bng ng b, hng khng, v ng bin.
Chi ph vn chuyn ca Amazon tng cao trong thi qua
khin li nhun tng khng ng k cho d doanh s bn
hng tng ti 24%,

Networking - Mng li
Khng la chn knh phn phi n khch hng vt l m s dng
knh phn phi bn l bng thng mi in t.
n nay Amazon pht trin webside thng mai in t 8 quc
gia: Trung Quc, c, Php, , Nht, Anh, Canada, Ty Ba Nha.
Tnh n nm 2010, c hn 900.000 i l bn l bn th 3 cung
cp sn phm ca h ln trang Amazon, chim hn 1/4 tng doanh
s nm ngoi ca Amazon.
Vt ln cc nh bn l truyn thng khc bng cch m rng hp
tc vi cc i th cnh tranh thay v phi vt ln bng c
h. Amazon hin bn rt nhiu sn phm ca cc nh bn l khc
trn cng trang Web ca mnh.

S mng li phn phi

Nh cung cp
SP. in t

Nh xut
bn

Nh cung cp
Cng
bn ty
l khc
sn
xut chi

Kho hng
tp
trung
ca
AMAZON
Trung tm x l d liu AMAZON

Khch
hng A

hng B

hng

Mu xanh: dng thng tin

Phi hp trong mng li

i vi sn phm do Amazon cung cp, thng tin n t hng c chuyn v trung
tm x l, truyn v Kho: v truyn sang Nh cung cp (trong trng hp kho hng
ht). Kho hng c hng, Dy truyn gi sn phm s chuyn hng ln i tc vn ti
v chuyn n khch hng nh cam kt.
i vi sn phm do nh bn l khc cung cp, Amazon, truyn tin v n t hng
ca khch hng cho nh bn l , cng lu khch hng ngay khi la chn sn
phm l sn phm khng thuc chui cung ng ca Amazon, nu Nh bn l khng s
dng djch v thu kho hoc thu vn ti bao gi ca Amazon, th Amazon ch lm
nhim v truyn tin v nh cung cp bn l, vic vn chuyn s do nh bn l khc
m nhim.
Amazon cung cp cng c thng tin phn hi v n t hng khch hng c th
phn nh v cht lng dch v, t cho im sn phm hng ha, cc thng tin s
c h thng my ch ghi li v phn tch, gip Amazon qun l cc nh bn l
trong h thng nh gi hp tc li vi i tc trong tng lai.

Quy trnh ti h thng kho hng t ng

i vi n hng do Amazon thc hin
BLPC 1: My tnh kim tra v tr ca hng ha sau khi khch hng

t hng. N xc nh n hang do Amazon thc hin hay i tc

ca n. Nu do Amazon thc hin, n hng c truyn t ng
ti cc trm phn phi thng tin tng ng trong kho hng.
Birc 2: Mt b phn (flowmeister) ti trm phn phi nhn tt c cc
n hng v phn chia chng t ng cho nhng nhn vin c th
xc nh thng qua mng khng dy. "
Binc 3: Nhn vin nht hng i dc theo cc khoang cha
hng,dng my kim tra cc m ca mt hng trnh s trng
lp, d dng qunl cho nhng ln mua hng k tip.
Bc 4: Cc hng ha nht ra c t vo thng, sau chuyn vo
bng ti di hn 10 dm chy quanh nh kho. Trn^bng ti c
khong 15 im c m hng ha, theo di hng ha gim sai
st. iem c m hng, gim st hng ha l cc cm may tnh c
nhn vin km theo am bo tnh chnh xc ca cc mt hng.

Quy trnh ti h thng kho hng t

ng i vi n hng do Amazon
thc hin
Btc 5: Tt c cc thng chy trn bng ti tp trung vo 1 v

tr, nhng m hng ha c sp xep ph hp vi s n

hng. Cc hng ha c chuyn t cc thung n cc mng
trt, trt xung v c cc nhn vin t vo cc thng
cacton d dng vn chuyn
BiPc 6: Cc sn phm c qua 1 bc kim tra, qut
ghp hng theo n t hng tng ng.
Biyc 7: Nu nh hng ha no cn thit ph c gi bc th
cng nhn s nht ra v gi th cng.
Bc 8: Cc thng cacton c ng li, dn bng dnh, cn o,
dn nhn mc v chuyn bng 1 dy chuyn en 1 trong 40
thng xe ti trong nh kho. Cc xe ti ny ch n hng vn
chuyn UPS hoc USPS. Cc hng ha li tip tc cuc hanh
trnh.

Quy trinh tai h thng kho hng tir dng

doi v<yi don hng do Amazon thipc hin
Cudomer plicn order -assigned to c
loml ot seven Amvon U .S. distribution
eerier

Red lights show worker which products .vr

orderedbar codes matched with order
product placed in crdln on corweyor

Amazon.com
Crates ride conveyor* through
DC

Order arrive*

, within 1 to 7 djys

hems sorted
by bar cades

Boxes shipped by US
Postal Service and
United Parcel Service

Bor
code
identities
customer order
Boxes die pocked.
Upcd a nd weighed

Oaln arrive jl central pant

and bar codes ot product
mildvd with orders. Hem
sorted iiitonulicillv into one
of w^erjl thouv.ind chut,
into a bra

Lp k hoch v thc thi chui cung

ng
1. OMS: Kim tra th tn dng, n hng, hnh thc vn chuyn, gi
thnh
2. IMS: Hng ha no c lu kho, u v vi slngno? Ci
no sn sng, ci no cn t trc
3. WMS & TMS: Chn, ng gi v vn chuyn n
hng hiuqu, ti
u nht.
4. Vng quay mua hng (Sch bn chy lit k theo sn phm, loi,
quc gia...)
5. T vn bn hng (Gi cho khch hng cc sn phm).
6. Mng li chn lc nhu cu khch hng (Khch hng hay mua g?
S thch)
7. Phn mm phn tch nhu cu kim k d liu doanh thu qua sp, loi
,quc gia, vung, min...
8. D liu ca Oracle (H thng QLCSDL) v sn phm, thng tin
khch hng
9. ATP: C th p ng n hng 1 cch c li?

Lp k hoach v thirc thi chuoi cung

u>ng
^pply Chain Planning & Execution

I- ----- *

is

Warehouse & Transportation Management System (WMS &

1 MS)
Pick, pack and ship orders most efficiently & profitably

Order Management System (OMS)

Credit card data verification, e-crdering of needed),
reconciliation of shipping and customer charges

Inventory Management System (IMS)

Which items and categories to stock, where and in what
quantities? What is available and wt-iat needs to be ordered?

8
Q

I2's Demand Optimizer Inventory

turnover data by product category,
country, region, state, industry, etc

!;ii

I2's Available to
Promise (ATP)
Can we fulfill these
orders profitably?

Oracle
database of
products and
eon-sumer
profiles

Purchase Circles \
(Best seller listing by '. country,
region.
J
industry Or
company)

All product Search _

"What are customers longTor?
. _CusJtomef Orders _____________
Wfiat are they buying?

What items and categories of products are

customers likely to buy based on affinity?

WWW

NewC^^om^ J^ofi le
___
%
m
^MK> are tfie o-customers FdemograpTtips. etc )? What are their
preferences?
* 1
Net Perceptions Collaborative Filtering:

'

!T

Suggested Selling
(Cross-sell and up-sell
profitable, in-stock items
that v customers want) /

oc

1
<
u

Figure 3 Amn cm s sut f CFN applications>

Customer Relationship

r
&

Bi hc t hu cn v chui cung ng
ca Amazon
Thnh cng nh:
Mnh dn i mi, u, tin phong
u t cng ngh hin i cho chui cung
ng v hu cn
Nh qun tr vi tm nhn chin lc

Mnh dn thay i, i u, tin phong

La chn hnh thc kinh doanh mi, n trc xu th tiu
dng tng li l thng mi in t
i mi t duy v mt kho hng (hnh^thc d tr truyn thng).

Kho hng ca Amazon nh 1 dy truyn sn xut. C t chc, lp

k hoch, quy trnh cng ngh, v kim sot cht ch.
i mi v m rng lin tc danh mc sn phm dch v
Ci tin cng ngh lin tc, chng hn bng vic ti thit k h
thng chuyn,hang trn bng chuyn t ng, Amazon c th
tng nng sut ca mt kho ln 40%. Trong 3 nm qua, chi ph
vn hnh cc nh kho ca Amazon gim t 20% doanh thu
xng cn cha y 10% doanh thu.
Amazon chi tiu nhiu tin vo pht trin cc phn mm tin hc.
Nh vic chuyn sang s dng h iu hnh min ph Linux,
hng gim c chi ph cng ngh ti 20% trong vng 2 nm
qua.

u t cng ngh hin i cho chui

cung ng v hu cn
Amazon quyt nh t xy dng h thng lu kho bi vi gi tr
khong 50 triu USD cho mi nh kho, vic xy dng v vn
hnh h thng nh kho qu l tn km.
Cc nh kho ca Amazon s dng cng ngh cao n ni chng
i hi rt nhiu dng m ho vn hanh v phc tp khng
kem trang web ca Amazon.
My tnh bt u quy trinh bnq cch gi tn hiu thng qua
mng khng dy ti cho cng nhn h bit cn phi l th gi
xung khi gi; sau h ng gi mi th theo trnh t gi
i.
Trong qu trnh gi hng, my tnh to ra v s dng d liu t
nhng sn phm b ng gi sai ti thi gian ch i v cc nh
qun c nhim v phi theo di st sao h thng d liu ny

Nh qun tr vi tm nhn chin lc

Nhn v nm bt c xu th kinh doanh mi.
Mt lun im quan trng Bezos kin tr theo ui t khi
ng khi s Amazpn m n by gi mi ngi mi tin:
"Trong mt th gii hu hnh, mi ngi u ngh a
im l quan trng nht. i vi chung ti, 3 th quan
trng nht l: cng ngh, cng ngh v cng ngh.
Nm bt v dn dt s thay i.