Professional Documents
Culture Documents
Sinh
vin
thc
Trnh
Hoi
hin
Linh
Chng I
X nghip bnh
X nghip ph tr
X nghip thc phm Vit Tr
X nghip dinh dng Nam nh
Trong qu trnh pht trin, Cng ty lin doanh vi:
Nm 1993 Cng ty lin doanh vi Cng ty Kotobuki ca Nht Bn
thnh lp lin doanh Hi H - Kotobuki. T l vn gp l: Hi H
30%(12 t ng), Kotobuki 70% (28 t ng).
Nm 1995 thnh lp lin doanh Miwon vi Hn Quc ti Vit Tr
vi s vn gp ca Hi H l 11 t ng.
Nm 1996 thnh lp lin doanh Hi H - Kameda ti Nam nh,
vn gp ca Hi H l 4,7 t ng. Nh ng do hot ng khng hiu
qu nn n nm 1998 th gii th.
2. Chc nng, nhim v ca Cng ty.
Cng ty bnh ko Hi H thuc B cng nghip nh c thnh
lp vi chc nng l sn xut bnh ko phc v mi tng lp nhn dn
v mt phn xut khu.
thc hin tt nhim v c ban Gim c cng ton th cn
b cng nhn vin ca Cng ty phi thc hin cc nhim v chnh sau
y:
Th nht, tng cng u t chiu su vi mc ch khng ngng
nng cao cht lng sn phm, tng nng sut lao ng, a dng ho
sn phm nhm m rng th tr ng p ng nhu cu v sn phm cho
tng khu vc th tr ng.
Th hai, xy dng pht trin chin lc cng ngh sn xut bnh
ko v mt s sn phm khc t nm 2000 n nm 2020, tng cng
cng tc i mi ci tin cng ngh, nng cao cht lng sn phm
tng sc cnh tranh.
Th ba, xc nh r th tr ng chnh , th tr ng ph, tp trung
nghin cu th tr ng mi, ch trng hn na n th tr ng xut khu
Tng gim c
S b my qun
tr
Ph tng
gim c
ti chnh
Phng
ti v
Phng
k ton
Vn
phng
Nh n
B phn
vt t
X nghip
bnh
Phng
k thut
Phng
t chc
B
phn
vn ti
X nghip
ko
Phng
hnh
chnh
B
phn
bc vc
X nghip
ph tr
Phng
KCS
Ph tng
gim c
Kinh
Y t
Phng
kinh
doanh
Kho
Nh my
Vit Tr
H
thng
bn
B phn
th tr ng
Nh my
Nam nh
Khi hnh
Ch tiu
XN bnh
XN ko
XN Vit
XN Nam
chnh,
Tr
nh
qun l k
XN ph tr
Tng
T l
s ngi
thut
1.
SN
TL
SN
TL
SN
TL
SN
TL
SN
TL
SN
TL
86
24,1
210
29
43
79,6
210
32,
36
40,4
83
45,1
668
53
59,6 101
54,9
1387
33,3
47,8
126
Gii
tnh
Nam
5
N
271
75,9
514
71
11
20,4
437
67,
5
2.
Trnh
i hc
32,14
10
35,7
72,7
29
28,
7
65
C, TC
19
67,86
18
64,3
27,3
72
71,
10
66,7
71
52,2
218
73
82
1682
18
184
100
373
3
3.
Hnh
thc
lao
ng
Trc tip
328
91,9
622
85,9
47
87
612
94,
6
Gin tip
4.
Thi
gian
29
8,1
102
14,1
13
35
5,4
16
59
16,5
378
52,2
42
77,8
263
40,
51
57,3 161
87,5
954
46,4
27
30,3
20
10,9
596
29
11
12,4
1,6
505
24,6
dng
Di hn
6
Hp ng
192
53,8
222
30,7
11
20,4
124
19,
2
Thi v
106
29,7
124
17,1
1,8
260
40,
2
Sau y l mt s
Tn thit b
Trnh trang b
(tn/nm
)
(Italy)
1600
2300
150
C gii ho v th cng
1400
C gii ho, t ng ho
5
6
7
8
1200
6700
2500
1500
Nc sn xut
Trung Quc
STT
1960
my cn
2
3
Vit Nam
Ba Lan
1960
1966
4
5
Ni ho ng CK22
Ni nu lin tc sn xut ko cng
Ba Lan
Ban lan
1977
1978
6
7
Ni nu nhn CK 22
Ni nu ko mm CWA 20
Ba Lan
i Loan
1978
1979
Ba Lan
1980
nhn, ko cng c
9
10
Ni nu ko chn khng
Dy chuyn sn xut bn quy ngt
i Loan
an Mch
1990
1992
11
12
Dy chuyn ph Scla
Dy chuyn sn xut bnh Cracker
an Mch
Italy
1992
1995
13
14
Dy chuyn my ng gi bnh
My gi ko cng kiu gp xon tai
Nht
Italy
1995
1995
15
16
australia
Innxia
1996
1997
17
1998
Bng 4: C cu vn ca Cng ty
Gi tr: t ng
T trng: %
2000
2001
T
Ch tiu
Gi tr
trn
g
Gi
tr
2002
T
trn
2003
T
Gi tr
trn
T
Gi tr
trn
g
I. Theo c cu
1. Vn lu ng
2. Vn c nh
36,456
34,4
69,239
9
65,5
40,35
36,4
70,40
3
63,5
1
Tng
105,69
100
46,343
37,9
75,825
3
62,0
7
110,7
100
50,365
36,4
88,020
0
63,6
138,38
100
7
122,16
100
1. Ch s hu
63,734
60,3
68,11
61,5
75,602
61,8
8
78,022
56,3
8
2. Vay ngn
hng
3. Ngun khc
Tng
31,497
29,8
33,47
30,2
10,464
9,9
9,17
2
8,28
105,69
100
110,7
100
37,61
30,7
49,781
35,9
8,956
9
7,33
10,582
7
7,65
122,16
100
138,38
100
hng gi khng nh, hng nhi, hng khng r nhn mc, hng km
phm cht, qu hn s dng...
2.1.3. Cc yu t x hi.
Bnh ko tuy khng phi l nhu cu thit yu ca con ngi nhng n l mt sn phm k tha truyn thng m thc ca Vit Nam
ni chung v ca cc vng ni ring. Do bn sc vn ho phong tc
tp qun, li sng ca tng vng nh hng rt ln n nhu cu tiu
dng bnh ko. i vi ngi min Bc quan tm nhiu hn ti hnh
thc bao b mu m v khu v ngt va phi, cn ngi min Nam li
quan tm nhiu hn n v ngt, hng v tri cy.
Bn cnh nhng ngi tin t ng vo hng ho trong nc th vn cn
nhng ngi chung hng ngoi, cho rng hng ngoi c cht l ng cao
hn hng trong nc. y thc s l cn tr i vi Cng ty khi thm
nhp th tr ng hng cao cp.
2.1.4. Cc nhn t k thut cng ngh.
So vi cc nc trong khu vc v trn th gii, nng lc nghin cu,
trin khai, chuyn giao cng ngh ca nc ta cn rt yu. c bit
cng ngh sinh hc, cng ngh c kh, cng ngh ch bin v t
ng ho. Trnh cng ngh ni chung ca nc ta cn lc hu hn so
vi th gii ti vi chc nm. y l mt hn ch rt ln i vi cc
doanh nghip Vit Nam ni chung v Cng ty Hi H ni ring trong
vic i mi thit b, dy chuyn cng ngh, trin khai sn phm
mi cnh tranh vi cng nghip sn xut bnh ko nc ngoi. Mc
d th tr ng mua bn v chuyn giao cng ngh pht trin nhng n
ch to iu kin thun li cho Cng ty u t cnh tranh vi
doanh nghip trong nc, cn c th cnh tranh vi cc Cng ty
bnh ko nc ngoi th Cng ty phi chu mt sc p v gi mua v
chuyn giao cng ngh rt ln.
2.1.5. Cc yu t t nhin.
Vit Nam l nc c kh hu nhit i, nng m ma nhiu
n v
200
200
200
200
200
Cc ch tiu
2005
tnh
Dn s Vit Nam
Triu
78,6
78,6
80,2
81,8
82,8
84,0
ngi
tn
Sn xut trong nc
Nghn
93
99,5
106
116
125
136
69,9
77,6
83,7
87
100
110
23,1
21,9
22,2
29
25
26
1,18
1,25
1,31
1,42
1,51
1,62
tn
Nhp ngoi
Nghn
tn
Min Bc
Min Trung
Min Nam
- Thch ngt c
im
va phi
gi
ch yu
khch
va phi, c v cay.
ngt v hng v
tiu dng
ca
cn hoc mua l.
Quan
tm - Khng quan tm cn
hoc
theo
- t
quan
tm
hnh
thc
b.
hng
bao b.
Xu
hng Xu hng tiu dng Xu hng tiu dng Xu hng tiu dng
tiu dng
c v mn
khng thay i
t thay i
Khi lng
Thu
Sn phm
Yu cu v
ng c
Tui
thp
m
quen dng
sn phm
mua
ua
2 -14
Ko cng, ko
- Mu sc sc
- Thch gi nh
- Ngi ln
mm, ko Jelly,
s.
- Mua nhiu
mua cho
- C chi
ln
- Mua
bnh kem xp
km theo
- Khng quan
tm n gi
Thp
15 - 45
Ko cng, ko
- Cht lng va
- Khi lng ln
- Lin
mm, ko cn,
phi
- Khng th ng
hoan
- Gi r
xuyn
- L, tt
bnh cn
- C quan tm
- Ci hi
n mu m
46 tr
ln
- Cht lng va
- Khi lng nh
- Qu
em xp, ko
phi
- Thnh thong
biu
mm
- Gi va phi
- L, Tt
- Mu m trung
- Mua cho
bnh
chu
15-45
Trun
g
bnh
46 tr
ln
15-45
Cao
46 tr
ln
Ko cng, ko
- Quan tm
- Khi lng ln
- Lin
mm, ko
n cht lng
- Khng th ng
hoan
caramen, bnh
- Gi va phi
xuyn
- L, Tt
kem xp th ng,
- quan tm
bnh quy
n mu m
Ko cng, ko
- Cht lng tt
- Khi lng nh
- Qu
mm, ko
- Gi va phi
- Thnh thong
biu
caramen, ko
- Mu m p
- Ci hi
- L, Tt
- Cho chu
bnh kem xp
- n trng
thng, bnh hp
ming
Ko xp mm,
- Cht lng tt
- Khi lng ln
- Qu
ko caramen,
- Khng quan
- Thnh thong
biu
ko Jelly, bnh
tm n gi
- L, tt
mn, bnh xp
- Mu m p
- Lin
ph scla, bnh
hoan
hp
- Ci hi
Ko mm, ko
- Cht lng tt
- Khi lng nh
Qu
caramen, ko
- Khng quan
- Thnh thong
biu
tm nhiu
- L, Tt
bnh xp ph
n gi
- Cho chu
scla, bnh hp
- Mu m p
- n trng
ming
Sn lng
Sn lng
T trng (%)
phm
tiu th
ton ngnh
1.650
9.167
18
2.125
545
11.185
7.786
19
7
4. Bnh hp
5. Ko Jelly
290
520
5.800
5.270
5
9,87
6.
495
12.380
2.700
4.100
11.740
11.081
23
37
400
8.150
4,9
1.
Bnh
kem
xp
2. Bnh Biscuit
3. Bnh mn
Ko
Caramen
7. Ko cng
8. Ko mm
9. Ko cn
2001/
2002/ 2003/
Trung
nh
1999
2000
2001
2002
bnh
gi
1. Bnh kem xp
2. Bnh Biscuit
6,58
-
18,52
6,13
14,58
8,05
14,45
8,72
13,53
2,75
Cao
Thp
3. Bnh mn
11,89
9,37
11,43
15,35
16,89
13,2
Cao
4. Bnh hp
5. Ko Jelly
12,50
20,69
22,22
17,14
13,64
17,07
14,02
17,17
15,6
18,02
Cao
Cao
6. Ko Caramen
7. Ko cng
0,00
-9,43
20,00
6,67
16,67
5,47
17,01
5,23
13,42
1,99
Cao
Thp
8. Ko mm
2,56
2,50
2,62
--,64
Thp
2,70
5,26
5,32
0,345
Thp
Tn sn phm
10,25
9. Ko cn
11,90
Th tr Cng
Sn phm
Th
cnh tranh
phn
ng ch
ty
im mnh
in yu
yu
Hi H
Min
Uy
tn,
Bc0
Hi
Min Bc Ko
Chu
hoa
qu, 5,5%
Uy
tn,
co km
thng Cht lng cha cao,
xp
Kinh C nc
biscuit,
p, qung co v h
scla,
bnh mn
Bin Ha Min
Biscuit, ko cng, 7%
Trung
ko mm, snack,
ng
Min
scla
phn ph rng
tt,
Nam
Trng An Min Bc Ko hng cm
3%
cn t,
qung co
km
Qung
Min
Ko cng, snack, 5%
Gi
Ngi
Trung
biscuit
Min
r,
chng
loi Bao b km
hp
Nam
Lubico
Min
Nam
cc loi
cha
rng
Hu
Ngh
ko cng
Hi H
Kotobuki
Nhp
C nc
ngoi
Snack,
ko
cao 25%
cookies
phn
phi
km,
nhiu sn phm c
ngun gc khng r
rng
Cc Cng C nc
Cc loi
26%
ty cn li
cht lng v an
ton
nhiu
thc
phm
khi
khng
m bo
2.2.3. Cc i th tim n
Ngnh cng nghip sn xut bnh ko c quy trnh cng ngh
k thut kh n gin, vn u t t ng i t so vi mt s ngnh cng
nghip khc. Mt khc hin nay nhng php lnh, quy nh v v
sinh an ton thc phm cng nh s qun l ca Nh nc v cc c quan
ban ngnh i vi ngnh sn xut bnh ko cn lng lo, thiu cht
ch. Do vy ro cn gia nhp ngnh sn xut bnh ko cn thp.
V vy ngnh bnh ko rt cn s h tr ca nh nc trong vic
quy hoch u t , quan tm n qu trnh sn xut, lu thng v s
dng cc sn phm bnh ko m bo cc vn v dinh dng, v
sinh an ton thc phm, sc kho cho ngi dn v m bo mi tr ng
cnh tranh lnh mnh gia cc nh sn xut.
i vi cc cng ty bnh ko cn t chc hip hi bnh ko c
nhng bin php hu hiu bo v th tr ng trong nc chng li s
xm nhp ca cc Cng ty nc ngoi khi lch trnh ct gim thu
quan (CEPT) n gn. Vi li th v quy m sn xut, cng ngh ch
Ngibnl
il
Ngibnl
Ngi
t iudng
cuicng
Ch ng II
la chn chin lc sn phm v phng n
thc thi chin lc sn phm
I. Tng hp kt qu nh gi mi tr ng ni b Cng ty.
Cc yu t bn trong
Mc
Ph
S im
quan
quan
trng
loi
trng
0,09
0,08
3
4
0,27
0,32
0,1
0,3
4. Uy tn lu nm trn th tr ng
5. i ng cng nhn lnh ngh, nhit
0,07
0,08
3
3
0,21
0,24
tnh
6. Gi thnh sn phm thp
0.09
0,27
0,11
0,22
0,11
0,22
0,09
0,09
2
2
0,18
0,18
cn yu
11. C cu sn phm cha hp l
0,09
0,18
qu
8. Hot ng nghin cu th tr ng cn
yu
Tng
1,0
2,59
S
Ph
Cc yu t bn ngoi
im
n
quan
quan
loi
trng
trng
0,09
0,27
0,09
0,27
0,07
0,1
2
2
0,14
0,2
gii
5. Khoa hc cng ngh pht trin
0,09
0,18
0,08
0,32
0,11
0,22
0,1
0,2
0,09
0,09
2
2
0,18
0,18
0,09
0,27
cao
bnh ko
7. i th cnh tranh c sn phm cht l ng
cao
8. S lng hng gi, hng nhi, hng lu cn
nhiu
Tng
1,0
2,43
- Cng vi xu th tng tr ng ca nn kinh t th quy m th tr ng, nhu cu tiu dng cc sn phm c cht l ng cao ngy mt tng s
l c hi i vi cc Cng ty sn xut bnh ko ( mc phn loi 3)
tn dng cc c hi ny bng cc chnh sch: a dng ho sn phm,
khng ngng nng cao ci tin cht lng, mu m sn phm, xy
dng mng li knh phn phi rng khp c nc.
- Nm 2003, APTA bc u c hiu lc (mc quan trng l 0,1),
y va l c hi cng nh l e do ln i vi cc doanh nghip sn
xut bnh ko Vit Nam ni chung v Cng ty Hi H ni ring. S
phn ng ca Cng ty i vi yu t ny mi ch mc trung bnh
(mc phn loi 2), trong thi gian ti khi hip nh c hiu lc hon
ton th Cng ty phi c gng hn na nng cao v th cnh
tranh ca mnh trn th ng tr ng.
- Cc yu t e do ti hot ng sn xut kinh doanh ca Cng
ty (mc quan trng trn trung bnh) nhng Cng ty cha c gii php
chin lc mnh gim thiu cc mi e do t bn ngoi nh: i
th cnh tranh c sn phm cht l ng cao, sn phm thay th ngy
cng phong ph v a dng, l ng hng gi, hng nhi, hng km cht
lng cn rt nhiu cha c x l trit , ngnh sn xut bnh ko
nc ta cha t ch c ngun NVL, cn phi nhp ngoi mt s l ng ln
NVL.
- Khoa hc cng ngh pht trin, th tr ng ti chnh pht trin
l nhng c hi ng thi n cng tr thnh nhng e do nu nh
Cng ty khng bit tn dng cc c hi ny m cc i th li bit tn
dng tt cc c hi ny.
Tng s im quan trng ca cc yu t ny l 2,43<2,5 cho
thy cc phn ng ca Cng ty di mc trung bnh trong vic theo
ui cc chin lc nhm tn dng cc c hi v gim thiu cc e do
t mi tr ng bn ngoi.
Cc chin lc c th thay th
Cc yu t quan trng ch
n
Chin lc
Chin lc
Chin lc 1
yu
loi
12
C s ca s im hp dn
Cc yu t bn ngoi ch yu
Kinh t tng tr ng(thu nhp
dn c tng)
12
12
Xm nhp, m rng th tr ng
bng cc sn phm c cht lng
thut
C iu kin thun li i
mi thit b cng ngh
ngn hng th ng mi
cao
Th tr ng tiu th sn phm
cht lng cao cn ln, s l ng
sn phm
ph a dng
thay th
lu cha c x l nghim
Nm 2003 -
2006 APTA c
nhi hng gi
2
hiu lc
Cha t ch ngun nguyn vt
liu
Tnh thi v ca bnh ko
Cc yu t bn trong ch yu
H thng knh phn phi
mnh
B my t chc qun l mnh
12
nh
Uy tn lu nm trn th tr -
trin
3
ng
i ng cng nhn vin lnh
ngh
Gi thnh sn phm thp
C th ti t nghin cu pht
Cc chin lc u c th lm
tng li nhun
Khng nh hng ti s la chn
chin lc
Sn phm ch o cha em
li hiu qu
Hot ng nghin cu th tr -
tng li nhun
2
ng cn yu
Dy chuyn cng ngh cha
tiu th cn yu
C cu sn phm cha hp l
Cc sn phm cao cp cn
nghin cu cng phu tn km
ng b
Hot ng qung co h tr
Cc chin lc u c th lm
Tng im hp dn
108
86
10
3
Nghincuvla
chnt ht r ng
mct iu
Hochnhccch ng
t r nhMar ket ing
Thit kchin
l cMar ket ing
Tchc,t hchinv
kimt r anlc
Cng ty. tng cng cho hot ng kinh doanh, Cng ty cn c nhng
cng c qung co thch hp, n khng ch em li hnh nh cho Cng
ty, cho sn phm m cn l mt trong nhng cch tt nht h tr
hot ng xc tin bn. Mt trong nhng cng c ang c nh gi cao
l thnh lp trang Web, gi th cho hng thng qua cc hp th in
t; cng c ny mang tnh tin ch rt cao. Song song kt hp th
in t v Website ca Cng ty c th mang li hiu qu cao nht i
vi cc bn hng cc th tr ng xa, ni m Cng ty cha c h thng
phn phi. Vi cng c ny Cng ty mt rt t chi ph m c th th ng xuyn cp nhp c nhng thng tin th tr ng, vic tham gia giao
dch qua mng my tnh ton cu ang c cc Cng ty trn th gii
ng dng mt cch rt hiu qu nht l i vi cc Cng ty ln nh cc
Cng ty a quc gia, cc tp on kinh t, cc Cng ty kinh doanh
xut nhp khu... Tuy nhin ti Vit Nam, cng c ny vn cha c
quan tm nhiu do cc doanh nghip nh hng ln tnh cch ng
hu ht cc v giao dch kinh doanh u mun trc tip tip xc vi
bn hng c th nm vng cc thng tin v tnh tht ca bn
hng, iu ny s khin cho tc giao dch gim i rt nhiu m
li tn km. Chnh v vy Cng ty nn s dng cng c ny n em li
nhiu li ch ln i vi cc doanh nghip kinh doanh xut nhp khu
hin i. V cng cn ni thm l vic qun l h thng trang Web
nn do chnh b phn Marketing m trch nh th cc thng tin th
tr ng mang tnh cp nhp hn.
- Khai thc pht huy yu t con ngi pht trin Cng ty, nng
cao trnh chuyn mn, tinh thn trch nhim ca cn b cng nhn
vin.
Kt lun
hc K thut
5. Philip Kotler - Qun tr Marketing
6. Bo co v tnh hnh sn xut kinh doanh ca Cng ty bnh ko
Hi H t nm 2000 - 2003.
Mc lc
Li ni u............................................................................................. 1
Ch ng I: Xy dng chin lc sn phm ca Cng ty bnh ko
Hi H ..................................................................................................... 3
I. Khi qut chung v Cng ty bnh ko Hi H ............................ 3
1. Qu trnh hnh thnh v pht trin .................................................. 3
2. Chc nng, nhim v ca Cng ty........................................................4
II. Mt s c im kinh t k thut ch yu ca Cng ty.....5
1. C cu t chc b my qun tr .......................................................... 5
2. c im ngun nhn lc.................................................................. 7
3. c im v my mc thit b v quy trnh cng ngh.................8
II I. Cn c xy dng chin l c sn phm cho Cng ty bnh ko
Hi H ................................................................................................... 10
1. nh hng di hn ca Cng ty...........................................................11
2. Phn tch mi tr ng kinh doanh bn ngoi...................................... 11
3. Phn tch mi tr ng ni b ca Cng ty............................................ 19
Ch ng II: La chn chin lc sn phm v phng n thc thi
chin lc sn phm ........................................................................... 23
I. Tng hp nh gi mi tr ng ni b Cng ty..............................24
II. Tng hp nh gi mi tr ng bn ngoi ....................................25
II I. La chn chin l c sn phm ................................................. 25
IV. Xc lp mc tiu v hnh thnh chin l c sn phm .........27