I HC TN C THNG

KHOA QUN TR KINH DOANH

Bi tiu lun
Mn hc: Qun tr marketing

ti:

LP K HOCH MARKETING CHO SN PHM

BNH CRACKER AFC KINH

GVHD: ThS. Phng Minh Tun

Nhm SV: Phm Quc Huy
Quch Th Lan Phng
H Hnh Ngc
Nguyn Th Hi Yn
T Th Thu An
(Th 7, ca 3, phng B116)

TPHCM, thng 05 nm 2015

DANH SCH THNH VIN

STT
1
2
3
4
5

H V TN
T Th Thu An
Phm Quc Huy
H Hnh Ngc
Quch Th Lan Phng
Nguyn Th Hi Yn

MSSV
71206003
71206052
A1200154
71205207
71200088

K TN

PHN CNG NHIM V CC THNH VIN

STT
1

H V TN
T Th Thu An

Phm Quc Huy

H Hnh Ngc

Quch Th Lan Phng

Nguyn Th Hi Yn

NHIM V
1.1, 1.2, 2.2.4, 3.3, 4.4, 4.5, Chng 7
- Sn Phm, chng 8 - Ch tiu nh
gi
Phn A, 2.1.1, 3.1, 3.2, Chng 6,
Chng 7 - Hot ng PR, chng 8
chnh sch thng pht, tng hp v
chnh sa ni dung, lm slide, lp
Timeline
2.1.2, 2.1.3, 3.5, 3.6, 4.6, Chng 7
Gi, Chng 8-chnh sch thng
pht
2.2.1, 2.2.2, 3.4, 4.1, 4.2, 4.3, chng
7 Phn phi, Chng 8 - Ch tiu
nh gi
1.3, 1.4, 2.2.3, 2.3, Chng 5,
Chng 7 - Qung co, Li m u,
kt lun

NH GI
100%

100%

100%

100%

100%

NHN XT CA GVHD
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MC LC
LI M U..........................................................................................................................5
PHN A: M T ...................................................................................................................6
1. Khi qut th trng bnh kp Vit Nam .......................................................................6
2. Gii thiu v cng ty Kinh .........................................................................................7
3. Gii thiu v sn phm bnhCracker AFC Kinh ....................................................9
PHN B: PHN TCH V TH ...................................................................................... 11
Chng 1: Phn tch mi trng V M ........................................................................ 11
1.1.

Yu t v Kinh t ....................................................................................................... 11

1.2.

Yu t v Vn ha ..................................................................................................... 14

1.3.

Yu t v Chnh tr .................................................................................................... 16

1.4.

Yu t v Lut php .................................................................................................. 18

1.5.

Yu t v Cng Ngh ................................................................................................ 19

Chng 2: Phn tch mi trng Vi M ........................................................................ 21

2.1. Tng quan th trng ..................................................................................................... 21
2.1.1. Xc nh nhm phn khc ......................................................................................... 22
2.1.2. Tng trng th trng ............................................................................................... 22
2.1.3. Xc nh chng trnh hnh ng ........................................................................... 25
2.2.

Phn tch SWOT ........................................................................................................ 26

2.2.1. im mnh ................................................................................................................. 26

2.2.2. im yu..................................................................................................................... 27
2.2.3. C hi .......................................................................................................................... 27
2.2.4. Thch thc .................................................................................................................. 27
2.3.

Phn tch i th cnh tranh trong ngnh ............................................................... 28

2.3.1. Cng ty CP Bibica ..................................................................................................... 28

2.3.2. Cng ty CP bnh ko Hi H ................................................................................... 29
2.3.3. Cng ty CP thc phm Hu Ngh ........................................................................... 29
PHN C: XY DNG K HOCH BN HNG CHO SN PHM ................... 31
Chng 3: nh gi s b tnh hnh bn hng v phn phi nm 2014................. 31
3.1.

Tng kt hot ng c ng bn hng nm 2014 .................................................. 31

3.2.

Mt s hnh nh v hot ng .................................................................................. 31

3.3.

Kt qu tng trng bn hng .................................................................................. 32

3.4. nh v Th phn ............................................................................................................ 33

3.5. Tnh hnh phn phi ....................................................................................................... 37
3.6. Qun l v pht trin nhn s ....................................................................................... 37
3

Chng 4: c lng cc mc tiu chin lc............................................................. 38

4.1. c lng ch tiu doanh s......................................................................................... 38
4.2. c lng ch tiu bn hng Key accounts ................................................................ 38
4.3. c lng ch tiu theo ngnh hng/sn phm .......................................................... 38
4.4. D kin cc chng trnh h tr bn hng ................................................................. 38
4.5. D kin ngn sch bn hng ......................................................................................... 39
4.6. Xy dng chnh sch bn hng..................................................................................... 39
Chng 5: Xy dng nh mc bn hng trong nm ................................................. 40
5.1. Doanh s theo tng vng, a bn ............................................................................... 40
5.2. Doanh s theo thng ...................................................................................................... 40
Chng 6: Chin lc di hn - Ngn hn .................................................................... 41
6.1. Chin lc di hn ......................................................................................................... 41
6.2. Chin lc ngn hn ...................................................................................................... 41
Chng 7: Chin lc marketing Mix............................................................................ 42
7.1. Xy dng Chin lc sn phm ................................................................................... 42
7.2. Xy dng Chin lc gi .............................................................................................. 45
7.3. Xy dng Chin lc phn phi bn hng ................................................................. 47
7.4. Xy dng Chin lc chiu th .................................................................................... 53
7.4.1. Qung co .................................................................................................................... 53
7.4.2. Cc chng trnh PR .................................................................................................. 58
PHN D: CH TIU NH G I, O LNG HIU QU................................... 68
Chng 8: Xy dng tiu ch lng v nh gi kt qu ..................................... 68
8.1. Thit lp tiu ch nh gi kt qu ............................................................................... 68
8.2. Chnh sch thng, pht................................................................................................ 68
KT LUN ........................................................................................................................... 70
PH LC .............................................................................................................................. 71

LI M U
Hn mi tm nm c mt ti th trng bnh ko Vit Nam, Kinh ni chung v
bnh Cracker AFC ni ring v ang dn tr nn quen thuc vi ngi tiu dng ti th
trng bnh ko Vit Nam. Tuy nhin, m rng v pht trin th phn ca mnh hn na,
AFC cn phi hiu r nhu cu, c im th trng bnh ko ti Vit Nam hn na. V
c th mang li nhng thnh cng vt tri , AFC cn hoch nh cho ring mnh chin
lc kinh doanh c th, r rang v gn lin vi th hiu ngi tiu dng trong tng lai.
ng v th phn khc khch hng cao c p trn s nh v, i vi nhng i
th cnh tranh trong cng ngnh, Kinh c xem nh ngi anh c xt c v b dy
lch s cng nh s lng mt hng v khch hng. Tuy nhin, cng vi s thay i xu
hng tiu dng lin tc ca khch hng, s cnh tranh gay gt ca cc thng hiu bnh
ngoi nhp nh hin nay, c bit l sau khi Vit Nam gia nhp WTO, mt vn ln t
ra cho AFC l lm th no khng ch gi vng th trng m cn phi m rng v nng
cao doanh s.
Mt iu d nhn thy AFC, y l loi bnh Cracker u tin ti Vit Nam, cung
cp dinh dng cho ngi s dng. Tuy nhin do mu m cha a dng, gi thnh cnh
tranh, xu hng a chung s dng hng ngo i nhp ca ngi tiu dng, nn d mang li
th c quyn v lu i nhng AFC vn gp phi nhng kh khn nht nh trong vic to
u th cnh tranh. So snh vi nhng i th cnh tranh cng ngnh, AFC cha tht s thu
ht ngi tiu dng v vn cha to c s hp dn t mu m sn phm nh thng
hiu bnh ngoi nhp Danisa, gi thnh thp nh Hu Ngh ? Hay l do nhng nguyn
nhn khc v s ngi i mi hng v v mt thng hiu bnh xut hin t rt sm
trn th trng bnh ko Vit Nam?
Thay i c iu l mt vic khng d dng i vi nhng nh qun tr thng
hiu bnh AFC. Tuy nhin, bng nhng kin thc hu hn ca mnh, nhm chng ti xin
c xut K hoch marketing cho s n phm bnh cracker AFC Kinh AFC c
c nhng bc tin mi trn con ng chinh phc nhng v thng ca th trng
bnh ko Vit Nam.
Cm n s ging dy ca ging vin ThS. Phng Minh Tun trong sut thi gian
qua tn tnh hng dn, gip nhm chng em c th hon thnh bi bo co ny.!

PHN A: M T
1. Khi qut th trng bnh ko Vit Nam
Ngnh bnh ko Vit Nam vn c bit n l mt trong nhng ngnh c tc tng
trng cao v n nh. Vai tr ngnh s n xut bnh ko ngy cng c khng nh khi gi
t trng ln trong ngnh k ngh thc phm (tng t 20% ln 40% trong gn 10 nm tr li
y). Tnh n nm 2013, doanh thu t hot ng sn xut kinh doanh ca ngnh t
n 24.6 nghn t VN, li nhun t c 2.4 nghn t VN.
Hin nay Vit Nam c kho ng 30 doanh nghip sn xut c quy m, kho ng 1,000 c
s sn xut nh v mt s cng ty nhp khu bnh ko nc ngoi.
Cc doanh nghip ni a ang chim lnh th trng, trong th phn doanh nghip
chin t trng ln (Tp on Kinh , Cng ty C phn Bnh ko Hi H, Cng ty C
phn Bibica) l 42%, doanh nghip khc 38%. Hng nhp khu ch chim 20%.
Tnh n nm 2013, th phn bnh ko Vit Nam c chia nhau bi 04 doanh nghip
ln, trong Cng ty C phn Kinh (KDC) chim 28%, Cng ty C phn Bibica (BBC)
chim 8%, chim 6% th phn l Cng ty C phn Bnh ko Hi H (HHC), Cng ty C
phn Thc phm Hu Ngh chim 3%, cn li l nhng doanh nghip nh l khc v nhp
khu.

Th trng tiu th ch yu vn l th trng ni a vi khong 80% sn lng sn

xut c cung cp cho nhu cu trong nc. Song theo xu th hi nhp pht trin chung,
cc doanh nghip trong ngnh d khng ngng nng cao cht lng, m rng th trng,
gp phn nng cao kim ngch xut khu ngnh hng bnh ko qua cc nm. Theo s liu
tng cc hi quan, kim ngch xut khu bnh ko v cc sn phm ng cc nm 2013 t
n 451.2 triu USD, tng 9.85% so vi nm 2012, th trng xut khu chnh l
Campuchia v Trung Quc.
6

Trong 02 nm tr li y, do nh hng t suy gim kinh t, th trng bnh ko

Vit Nam tng trng vi mt tc chm hn. Theo bo co mi nht ca BMI, tng
trng doanh thu ngnh nm 2013 l 9.95%, thp hn so vi mc 11.44% nm 2012 v
22.2% nm 2011. Mc d vy, th trng bnh ko Vit Nam c nh gi l hp dn khi
vt xa mc tng trng trung bnh 3% ca khu vc ng Nam v 1.5% ca th gii.

Trong di hn, ngnh bnh ko tip tc c nhn nh c tim nm pht trin mnh
nh cc yu t nh c cu dn s tr, nhn thc v sc khe ngnh cng nng cao, cng
vi dng vn u t vo ngnh ang gia tng. BMI d bo rng, trong giai on 2015, tng
trng ca ngnh bnh ko s t tc t 10.7%, CARG n nm 2018 l 7.9%.
(Ngun: Bo co ngnh Bnh ko Vit Nam ViettinbankSc)
2. Gii thiu v Tp on Kinh (KDC)
Kinh l mt trong nhng thng hiu ni ting Vit Nam, khng nh tn tui
bng tm huyt ca nhng ngi sng lp, cht lng sn phm v s tin yu ca ngi
tiu dng.
Tri qua 20 nm pht trin, sn phm v thng hiu Kinh tr nn gn gi vi
khch hng. T nhng sn phm bnh ko hng ngy, sn phm phc v vic thng thc,
biu tng dp l - Tt n cc sn phm Kem, Sa, sn phm t Sa v m rng sang thc
phm thit yu, a Kinh thnh mt trong nhng cng ty ni ting v nng ng ti
Vit Nam.
-

Tn: Tp on Kinh

a ch: 138 142 Hai B Trng, phng aKao, Qun 1, Tp.HCM

7

Tel: (08-8) 3827 0838

Email: info@kinhdo.vn

Fax: (08-8) 3827 0839

Tm nhn: Kinh mang hng v n cho cuc sng mi nh bng nhng thc
phm an ton, dinh dng, tin li v c o.
S mnh i vi ngi tiu dng: To ra nhng sn phm ph hp, tin dng
bao gm cc loi thc phm thng dng, thit yu, cc sn phm b sung v ung.
Chng ti cung c p cc thc phn an ton, thm ngon, dinh dng, tin li v c o cho
tt c mi ngi lun gi v tr tin phong trn th trng thc phm.
Lch s hnh thnh:
- 1993: Thnh lp cng ty Kinh
- 1994: Trung sn phm bnh Snack
- 1996: Xy dng nh my 6ha ti Th c
- 1997: Tung sn phm bnh ti
- 1998: Tung sn phm bnh Trung Thu v ko Socola
- 2000 - 2001: Xy dng nh my Kinh min Bc
- 2003: Mua li nh my kem Wall t tp on Unilever v thnh lp Cng ty
KIDOS
- 2004: Thnh lp cng ty Kinh Bnh Dng. Kinh Min Bc chnh thc ln
sn chng khon.
- 2005: Kinh (KDC) chnh thc giao dch trn sn chng khon. Kinh u t
vo cng ty Tribeco. Cng nm ny, KC tung ra sn phm bnh bng lan Sollie
2007: Kinh v ngn hng Eximbank tr thnh i tc chin lc. Kinh v
Nutrifood tr thnh i tc chin lc. Cng nm ny, KC u t vo cng ty Vinabico.
c bit, KDC tung ra sn phm sa chua Wel Yo
2012: Kinh k kt i tc chin lc vi Ezzaki Glico (Nht Bn) v tip tc sp
nhp Vinabico vo KDC. Ln th 3 lin tip, KDC c bnh chn l Thng Hiu Quc
gia. Cng trong cng nm, Kinh tung ra sn phm bnh Pocky v bnh go Sachi
Kinh l cng ty sn xut v kinh doanh bnh ko ln nht ti Vit Nam.
Doanh thu tp on nm 2014 dt 4.986 t VND, tng 9.28% so vi nm 2013. Li
nhun gp nm 2014 t 2.154 t VND, tng 9.06% so vi nm 2013, li nhun t hot
ng sn xut kinh doanh nm 2014 t 618 t, gim 1.33% so vi nm 2013
(Ngun: Thng co bo ch qu IV 2014, KDC)
Vic u t vo cc ngnh hng mi nh sn xut M gi v du n lm chi ph
bn hng v qun l gia tng. Cc kho n y t ny bao gm chi ph pht trin sn phm
8

mi, u t thm kh nng phn phi v ph trin khai ngnh hng. Khon u t ny
lm chi ph tng, tc ng khng nh lm gim li nhun ca cng ty.

Biu doanh thu Kinh Do Company giai on

2005 - 2013
5000

4500

4230

4300

2011

2012

4561

4000
3317

3500

3000
2500
2000

1500
1000

762

990

1231

1450

1529

2008

2009

500

0
2005

2006

2007

2010

2013

(Ngun: Bo co thng nin nm 2013 KDC)

Cc nhn hiu ng s 1 trong top 10 thng hiu c yu thch ti Vit Nam:

H thng nh my ca Kinh c u t quy m v cng ngh hin i hng u

khu vc ng Nam :
-

Nh my Kinh Bnh Dng

Nh my Kinh Min Bc

Nh my Kem KIDO

3. Gii thiu v sn phm bnh Cracker AFC

c tnh:
S kt hp hon ho t nhng nguyn liu thng hng cng cng ngh sn xut Chu
u to nn nhng chic bnh AFC cht lng tuyt ho. Bnh vng m, gin rm,
cng thm hp dn bi v mn mn ha quyn vo nhau trn u li.
AFC vi nhiu mi v a dng khng ch thm ngon, hp dn, AFC cn c b sung 4
dng cht Canxi, Vitamin D, Vitamin E, v cht x, trn y dinh dng, gip bn duy tr
v ti tr, vc dng cn i.
9

 Xut x: c sn xut trc tip ti cc nh my ca Kinh , nh nh my Kinh

Bnh Dng.
Phn loi: Bnh AFC dinh dng ci tin mi vi c b sung khoai ty, gip
bnh thm ngon v gin hn vi nhiu hng v hp dn. c bit, AFC cn p ng cc
nhu cu dinh dng chuyn bit vi cc dng cht tt cho sc khe:
AFC v rau ci, v to bin: gp i lng cht x duy tr h tiu ha khe mnh cho
mt vc dng cn i, thon gn.

AFC v la m, v b bt-tt: gp i lng canxi gip h xng chc khe.

10

PHN B: PHN TCH V TH

CHNG 1: Phn tch mi trng v m
1.1.

Yu t Kinh t
Vit Nam l mt quc gia c tc tng trng kinh t kh cao, ko theo l c

s h tng, thu nhp ca ngi dn ngy cng c ci thin v tng ln. Cui nm 2007
Vit Nam gia nhp WTO, s kin ny nh du thay i trong nc, nn kinh t pht trin
mnh m tuy nhin cng v th m t nc c nhiu s bin ng theo nn kinh t th gii.
Cng nh vo nn kinh t ang tng trng dn n thu nhp bnh qun ca ngi dn tng
kh cao trong thi gian gn y. iu ny l mt thun li ln ca cc ngnh tiu dng ni
chung v bnh ko ni ring. c bit l Kinh , doanh nghip c t trng th phn ln
trn th trng.
Nhn chung, tnh hnh kinh t - x hi nm 2014 din ra trong bi cnh kinh t th
gii hi phc chm v khng ng u gia cc nn kinh t sau suy thoi ton cu. trong
nc, kinh t v m din bin theo hng tch cc. Tuy nhin, tng cu ca nn kinh t
tng chm, hot ng sn xut kinh doanh ca cc doanh nghip cn kh khn, tn kho
hng ha vn mc cao. Sc hp th vn ca nn kinh t cn yu. Do vy, gy ra kh
khn cho hot ng sn xut kinh doanh ca cc doanh nghip Vit Nam.

Hnh 1.1. Tng trng kinh t Vit Nam 2004-2014. ( Ngun: Tng cc Thng k 2014)
Tng trng kinh t
Cng nh nhiu ngnh sn xut kinh doanh khc, ngnh hng bnh ko cng phi
chu nh hng trc tip t nhng bin ng ca nn kinh t. T nm 2008 n nay, khi
khng hong kinh t din ra, dng vn trn th trng trong nc khng li, doanh nghip
11

kh y nhanh sn xut, ngi tiu dng ct gim chi tiu v hng n cc mt hng nhu
yu phm. iu ny nh hng trc tip n kt qu kinh doanh ca cc nh sn xut bnh
ko, in hnh nh nhng doanh nghip u ngnh chim th phn ln, tc tng trng
c xu hng gim qua cc nm, ng thi chuyn hng kinh doanh sang cc sn phm
tiu dng thit yu khc m bo tng trng doanh thu.Trong thi gian ti, khi nn
kinh t hi phc, thu nhp gia tng, chi tiu tiu dng tng cao, c bit hng vo cc
dng sn phm cao cp s thc y tng trng doanh s bn hng gi tr ca ngnh
Trc tnh hnh , ng, Quc hi v Chnh ph tp trung lnh o, ch o cc
ngnh, cc cp v a phng thc hin ng b, hiu qu cc gii php nhm tng bc
thc hin tt mc tiu pht trin kinh t - x hi ca c nm bng cch ban hnh cc chnh
sch h tr doanh nghip, ti c cu vn, Vi s quyt tm ca Chnh ph, cc cp, cc
ngnh cng vi n lc ca cng ng DN gp phn gi n nh v m, tng bc phc
hi v pht trin sn xut, to tng trng kinh t hp l v bo m an sinh x hi. Tng
sn phm trong nc (GDP) nm 2014 t 5.9%, cao hn so vi ch tiu Quc hi ra
(5.8%) v cao hn nm 2013 (5.42%). C cu kinh t chuyn dch theo hng tch cc.
Kinh t v m duy tr n nh, lm pht c kim sot di mc 5%, mt bng li sut
gim, cn cn thng mi thng d, th trng ngoi hi n nh, thanh khon ca h thng
ngn hng duy tr tt, nim tin nh u t tip tc bo m. Mc d c nhng ch bo tch
cc v tnh hnh kinh t v m nhng nhn chung hot ng sn xut ca DN vn cn kh
khn v tip tc cn c cc gii php tho g, h tr c th duy tr ng lc pht trin.
Theo thng k ca Cc Qun l ng k kinh doanh (B K hoch v u t), trong
nm 2014, c nc c 74,842 DN ng k thnh lp mi vi tng s vn ng k l
432,286 t ng, gim 2.7% v s DN v tng 8.4% v s vn ng k so vi cng k nm
trc. Trong nm 2014 c 22,758 lt DN thay i tng vn vi tng s vn ng k tng
thm l 595,707 t ng. Nh vy, tng s vn ng k mi v ng k b sung thm vo
nn kinh t trong nm 2014 l 1,027,993 t ng.T trng vn ng k bnh qun trn mt
DN trong nm 2014 t 5,8 t ng, tng 11.5% so vi cng k nm 2013. S lao ng d
kin c to cng vic lm ca cc DN thnh lp mi trong nm 2014 l 1,091 nghn lao
ng, tng 2.8% so vi cng k nm trc. Nh vy, mc d vn cha thc s thot khi
bi cnh kh khn nhng xt trn kha cnh quy m vn, doanh nghip thnh lp mi trong
nm 2014 tng hn so vi cng k nm ngoi. iu cho thy mi trng kinh doanh
c ci thin, to nim tin cho cng ng DN vo mi trng kinh doanh.
Ch s gi tiu dng
Tng cc Thng k trong Thng co bo ch v tnh hnh kinh t - x hi nm 2014,
cho bit CPI bnh qun nm 2014 tng 4.09% so vi bnh qun nm 2013, mc tng kh
12

thp trong 10 nm tr li y.Trong nm 2014, ch s gi tiu dng bnh qun mi thng

ch tng 0.15%. y l mc tng di c k hoch ca Chnh ph (5%). Khng ch vy,
Tng cc Thng k d bo, do tnh hnh kinh t v m tip tc n nh, d kin mc tng
CPI trong nm 2015 cng ch mc 4 - 5% so vi nm 2014. ng ch , theo cc chuyn
gia, mc tng CPI trong nm 2014 ca Vit Nam l 4.09 so vi nm 2013 l tim cn
mc tng CPI trong iu kin bnh thng ca cc nn kinh t pht trin trn th gii.
Lm pht
Lm pht tip tc gim, nhu cu cha phc hi. T l lm pht gi tiu dng gim
cn 1.8% trong thng 12, ko mc trung bnh c nm cn 4%. Lm pht gi lng thc
thc phm v xng du thp hn ng vai tr ng k nht vo xu hng lm pht. Lm
pht li gim lin tc k t 2012 vi tc 50% mt nm biu hin nhu cu khng cn
mnh v cha quay tr li mc ca 3 nm trc. Lm pht c tit ch s khuyn khch
hot ng u t v sn xut ca doanh nghip trong v ngoi nc, kch thch s tng
trng th trng.
Li sut
Li sut gim, tn dng tng c h tr ca ngoi t Li sut huy ng v cho vay
gim thm 1-2 im phn so vi nm ngoi nh lm pht tip tc gim v tnh trng d
tha vn ti cc ngn hng thng mi. Tng trng tn dng cao hn nm ngoi nh mt
phn vo thc y tn dng ngoi t vi li sut thp hn trong bi cnh a vn ni t vo
nn kinh t gp kh khn. iu ny cho thy li sut cao vn l mt ro cn vi nhiu DN.
T gi d bin ng, d tr ngoi hi tng T gi ngoi hi t ra d bin ng hn trong
nm 2014. Hai ln Ngn hng Nh nc can thip vo th trng tin t nhm a t gi tr
v ngng cho php, a mc trt gi c nm khong 1.4%. Do t thng d trn cn cn
thanh ton, d tr ngoi hi tng ln ngng lnh mnh nht t trc n nay, gn 37 t
USD, tng ng 3 tun nhp khu
Nm 2014 tip tc ghi nhn thnh cng ca ch nh sch ti chnh-tin t khi dn a
mt li sut huy ng, cho vay gim dn. Hin li sut cho vay v huy ng gim v
mc thp nht trong nhiu nm qua. Theo , li sut cho vay vi nng nghip, nng thn,
xut khu, doanh nghip nh v va mc 7 - 8%/nm, cho vay sn xut kinh doanh
mc 9 - 10%/ nm i vi ngn hn, 10,5 - 12%/nm i vi trung v di hn.i vi huy
ng, li sut ti a vi tin gi VN khng k hn v c k hn di 1 thng l 1%/nm,
tin gi c k hn t 1 thng n di 6 thng l 5.5%. Tin gi bng USD c li sut ti
a ca t chc l 0.25%/ nm v tin gi ca c nhn l 0.75%/nm. Vi chnh sch tin t
nh vy s hng xu th tit kim, tiu dng, u t trong dn chng. Qua tc ng n
hot ng sn xut kinh doanh ca doanh nghip cng nh la chn chin lc ph hp
13

pht trin, u t. Li sut gim cn gip cho doanh nghip tip cn vn d hn, gip cho
doanh nghip vt qua c thi k kh khn hin nay
1.2.

Yu t Vn ha

Hnh 1.2. C cu dn s Vit Nam nm 2013.

Dn s trung bnh nm 2014 ca c nc c tnh 90,73 triu ngi, tng 1,08% so
vi nm 2013 ng th 3 khu vc ng Nam .
Dn s ca Vit Nam l 90,73 triu ngi (2014 )
Tc tng trng dn s : 1,08% ( 2014)
th ha: dn s th ti cc th ln: 49% tng dn s thnh th (2014)
T l th ha: 3,3% t l hng nm (2009-2014)
L mt th trng tim nng v hp dn trong lnh vc hng tiu dng v bn l.
Theo d bo ca cng ty t chc v iu Phi IBA (GHM) d bo, sn lng bnh ko
Vit Nam nm 2014 s t khong 806,000 tn tng doanh thu ngnh s t c 37,000
t ng.
Dn s vi quy m ln, c cu dn s tr, t l dn c thnh th tng khin cho th
trng Vit Nam tr thnh mt th trng tim nng v tiu th lng thc thc phm
trong c bnh ko. Theo bo co mi nht ca BMI, tng trng doanh thu ca ngnh
nm 2013 l 9.95%, thp hn so vi mc 11.44% nm 2012 v 22.2% ca nm 2011. Mc
d vy, th trng bnh ko Vit Nam c nh gi l hp dn khi vt xa mc tng
trng trung bnh 3% ca khu vc ng Nam v 1.5% ca th gii.
Th hiu tiu dng
Nhn thc ngi tiu dng ngy tng i vi cc vn sc khe lin quan n
lng ng np vo c th, nh bnh bo ph, tiu ng hay cao huyt p c xem nh
14

l mt vn ln i vi cc nh sn xut bnh ko. V vy, p ng c a dng nhu

cu ca nhiu nhm khch hng khc nhau, cc hng ang chuyn dch theo hng u t
cc sn phm bnh ko chc nng v c li cho sc khe nh cc loi bnh chay hay bnh
dnh cho ngi n kingBn cnh , thi quen tiu dng theo vng min i vi th
trng ni a cng tc ng khng nh n chin lc pht trin sn phm ca cc doanh
nghip trong ngnh. Cng vi s thay i v nhn thc tiu dng ngi dn dn chuyn
sang sn phm ni thay v sn phm nhp khu, nht l cc sn phm c gi tr khng cao
nh l thc phm. Nhn hiu ngi Vit dng hng Vit c tc ng mnh m n
ngi tiu dng v nhng cng ty lu nm c thng hiu lun c s tin tng, tn
nhim ca ngi tiu dng in hnh l Kinh .
Phong tc, tp qun v li sng
Quan nim sng hin nay c s thay i rt nhiu, cng vi vi sng ngy cng ci
thin l nhu cu sng ngy cng cao hn. Ngi dn quan tm nhiu hn n nhng tiu
chun an ton thc phm, mc cht lng, v sinh ca sn phm, c bit l thc phm.
Ngi tiu dng Vit Nam s cn quan tm nhiu hn na n sc kho, n cc thnh
phn v cc nhn hiu chng hn nh hm lng cht bo thp hoc hm lng
cholesterol thp.
V li mua sm, ngi tiu dng Vit Nam quen vi vic mua qua tp ha. Nhng
do s pht trin v hi nhp ngy nay ngi tiu dng cng quen dn v chp nhn mua
sm qua h thng ca hng bn l hoc siu th. V lu di, cc nh u t quc t v ni
a bt u nhn thy tim nng ca hin tng thng mi hin i Vit Nam. nh
hng ca thng mi hin i s th hin qua vic ngi Vit Nam mua sm nh th no.
Trc ht, tn s mua sm s gim bt v ngy cng t ngi tiu dng mua sm hng ngy
cc ch v h bt u mua khi lng ln theo tun. Th tn dng s cho php vic mua
sm tng ln, bi v ngi tiu dng s c th dng loi th nha ny thay v phi em theo
nhiu tin trong v. D bo, cc i l thng mi hin i s cch mng ho thi quen tiu
dng bng vic gim tn s mua sm v tng gi tr mua sm.
S thch i du lch ca ngi dn cng l mt im ng ch i vi cc nh sn
xut bnh ko. Du lch gia tng ko theo l vic gia tng cc nhu c u thc phm ch
bin sn ni chung v bnh ko ni ring.

15

1.3.

Yu t Php lut
Mi trng chnh tr v php lut l mt trong nhng yu t khng nh c th tc

ng n doanh nghip. Nhng chnh sch c th thay i theo tng thi k nhm to
iu kin thun li cho doanh nghip pht trin n nh v bn vng. Sau y l nhng yu
t Lut php c bn tc ng n cc doanh nghip ni chung v cng ty c phn Kinh
ni ring.
Ngy 26 thng 11 nm 2014, Quc hi nc Cng ha x hi ch ngha Vit Nam
ban hnh lut Doanh nghip theo Lut s 6/2014/QH13 a ra nhng quy nh cho
php hoc khng cho php hoc nhng rng buc i hi cc doanh nghip phi tun th
khi thnh lp doanh nghip. Nhng quyn v ngha v ca Nh nc v doanh nghip. Qua
khng ch gip ch trong vic qun l c s vt cht, kim sot ngun ti chnh ca Nh
nc i vi mi Doanh nghip m cn l c hi cho cc doanh nghip va v nh c th
m rng quy m v loi hnh kinh doanh.
16

Song hnh cng Lut Doanh nghip, ngy 3 thng 6 nm 2008, Quc hi cng
thng qua Lut thu thu nhp doanh nghip, theo gh quyt s 51/2001/QH10, quy nh
nhng khon thu v cch tnh thu ca cc doanh nghip cng nh nhng u i i vi
Doanh nghip ng thu, qua to ra tin c s nht nh cho cc Doanh nghip lm
ngha v i vi Nh nc v cc quyn li chnh ng m Doanh nghip c hng.
c bit, Chnh sch u i thu thu nhp doanh nghip i vi cc doanh nghip nim yt
trn th trng chng khon v trong giai on khng hong kinh t nm 2008 - 2009,
Chnh ph h tr doanh nghip v ngi dn v thu. B Ti chnh tnh ton c th
trin khai cc u i v thu ngay t u nm 2009. C th, gim 30% thu thu nhp
doanh nghip ngay trong qu 4/2008; gim 30% thu cho doanh nghip kh khn trong
nm 2009; thi gian chm np thu thay v 6 thng nh trc y nay ko di ln 9 thng;
hon thu VAT nhanh hn.
Ngoi ra Th tng Nguyn Tn Dng cn giao cho ngnh Ti chnh thc hin
trong nm 2009 l bo lnh cho doanh nghip va v nh vay vn; giao Ngn hng Pht
trin (thuc B Ti chnh) bo lnh cho doanh nghip vay. Cc doanh nghip c tip cn
vi ngun vn h tr li sut ngn hn.
Di y l Gi tr tng thu nhp thu ca cc Doanh nghip trong nc nm 2011.

Ngoi ra Chnh ph cn c nhng chnh sch iu chnh thng mi theo nhng quy
tc, lut l chung quc t, c bit l cc vn lin quan n giao dch thng mi nh
th tc hi quan, chnh sch cnh tranh. Lng ca ngi lao ng cng c tng ln,
iu ny s lm cho sc mua ca c nc phn no c tng ln ng k, tuy nhin n
cng lm cho cng ty CP Kinh phi tng chi ph do qu lng tng ln.
Di y l cc biu gi tr tin lng ca nc ta v cc nc khu vc ASEAN.

17

Nh vy, vic nm bt nhng quan im, nhng quy nh, u tin, nhng chng
trnh chi tiu ca chnh ph cng nh thit lp mi quan h tt vi chnh ph s gip cho
doanh nghip tn dng c nhng c hi v gim thiu nhng nguy c do mi trng ny
gy ra.
1.4.

Yu t Chnh tr
Vit Nam hin nay l mt nc theo ch x hi ch ngha. H thng chnh tr

thc hin theo c ch ch c duy nht mt ng chnh tr l ng Cng sn Vit Nam lnh
o, vi tn ch l: ng lnh o, Nh nc qun l v nhn dn lm ch thng qua c
quan quyn lc l Quc hi Vit Nam.
Mi trng chnh tr n nh, h thng php lut ngy cng c hon thin to iu
kin thun li cho cc doanh nghip kinh doanh.

18

Theo iu 15 ca Hin Php Nc Cng Ha X Hi Ch Ngha Vit Nam: Nn

kinh t Vit Nam l nn kinh t hng ha nhiu thnh phn theo c ch th trng theo nh
hng X hi Ch ngha.
Theo cc vn kin ca i hi i biu ton quc ln th X ca ng Cng sn Vit
Nam: ng Cng sn v Nh nc Cng ha X hi Ch ngha Vit Nam ch trng thc
hin ng li i ngoi c lp, t ch, rng m, a dng ha, a phng ha quan h
quc t, ch ng hi nhp quc t vi phng chm "Vit Nam sn sng l bn v l i
tc tin cy ca tt c cc nc trong cng ng th gii phn u v ha bnh, c lp v
pht trin".
T sau thi k i mi, Vit Nam chnh thc bnh thng ha quan h vi Trung
Quc vo nm 1992 v vi Hoa K vo nm 1995, gia nhp khi ASEAN nm 1995.
Hin nay, Vit Nam thit lp quan h ngoi giao vi 171 quc gia thuc tt c
cc chu lc (Chu - Thi Bnh Dng: 33, Chu u: 46, Chu M: 28, Chu Phi: 47,
Trung ng: 16), bao gm tt c cc nc v trung tm chnh tr ln ca th gii. Vit
Nam cng l thnh vin ca 63 t chc quc t v c quan h vi hn 500 t chc phi
chnh ph. ng thi, Vit Nam c quan h thng mi vi 165 nc v vng lnh th.
Trong t chc Lin Hip Quc, Vit Nam ng vai tr l y vin ECOSOC, y vin Hi
ng chp hnh UNDP, UNFPA v UPU.
T ngy 11 thng 1 nm 2007, Vit Nam chnh thc tr thnh thnh vin th 150
ca T chc Thng mi Th gii (WTO). y l mt bc ngot ln tro ng tin trnh hi
nhp vi nn kinh t quc t.
Ngy 16 thng 10 nm 2007, ti cuc b phiu din ra phin hp i hi ng
Lin Hip Quc New York, Vit Nam chnh thc c bu lm thnh vin khng thng
trc Hi ng Bo an Lin Hip Quc nhim k 2008-2009.
Vai tr trn trng quc t ca Vit Nam c nng cao l tin tt, to iu kin
thun li cho cc doanh nghip Vit Nam y mnh xut khu , trong c Cng ty Kinh
. L c hi Kinh qung b sn phm Vit Nam ra trng quc t,m r ng th
phn kinh doanh, nng cao c hi cnh tranh nng lc vi cc sn phm nc bn. ng
thi cng mang li cho cng ty Kinh nhng thch thc ln nht nh khi phi cnh
tranh vi cc sn phm cng loi ca cc cng ty nc ngoi nhp khu vo Vit N am nh
Oreo, Danisa, Blue
1.5.

Yu t Cng ngh
S ra i ca my mc, thit b mi
- S ra i ca cng ngh mi lm xut hin v tng cng u th cnh tranh ca cc

sn phm thay th, e do cc sn phm truyn thng ca ngnh hin hu.

19

- S bng n ca cng ngh mi lm cng ngh hin hu b li thi v to p lc cho

cc doanh nghip phi i mi cng ngh tng cng kh nng cnh tranh.
- S ra i ca cng ngh mi cng to iu kin thun li cho nhng ngi xm
nhp mi v lm tng thm p lc e do cc doanh nghip hin hu trong ngnh.
- S bng n ca cng ngh mi cng lm cho vng i cng ngh c xu hng ngn
li, lm tng p lc phi rt ngn thi gian khu hao so vi trc.
Qu trnh ton cu ho ang din ra mnh m trn ton th gii v tc ng n hu ht
cc quc gia. Mt trong nhng im ni bt ca ton cu ho l s nh hnh ca nn kinh
t tr thc m trng tm l s pht trin ca khoa hc cng ngh v vai tr ca chng trong
i sng. Nn kinh t tri thc ang nh hnh r nt hn vi nhng du hiu cho thy s
khc bit ca n thi i ngy nay so vi trc kia trong qu trnh sn xut nh:
- S sng to tri thc din ra vi tc nhanh v quy m ln hn.
- Vic s dng kin thc khoa hc cng ngh vo sn xut tr thnh nhu cu thng
nht ca x hi.
- Vic x l, chuyn giao kin thc v thng tin din ra nhanh chng, rng khp nh
vo s pht trin ca h thng cng c hin i, trong cng ngh thng ti n c vai tr
quyt nh.
S pht trin ca cng ngh
Ti Vit Nam hin ti, tnh trng cng ngh tuy pht trin nhng vn cha theo kp
tnh hnh chung ca th gii, cha c u t i mi nhiu, thiu trang thit b tinh ch
mang tnh hin i do cht lng sn phm khng ng u, nng sut thp dn ti gi
thnh cao lm gim sc cnh tranh ca sn phm. Ch s cnh tranh tng trng ca nn
kinh t nc ta khng cao. Mt trong nhng nguyn nhn quan trng lm cho ch s cnh
tranh ca nn kinh t nc ta thp v v tr xp hng lin tc b st gim l do ch s ng
dng cng ngh thp. Trong Bng xp hng ch s cng ngh ca WEF, th bc ca nc
ta thua km rt xa so vi cc nc trong khu vc nh Thi Lan, Phillipine, Malaysia,
Singapore. Vi trnh trng nh vy khi hi nhp kinh t, nu khng chun b i mi cc
doanh nghip Vit Nam s rt kh khn trong vic to ra sn phm cnh tranh c trn th
trng.
Trnh tip cn cng ngh mi
Mt c im ht sc quan trng cn phi cp ti Vit Nam hin nay l i ng
cn b k thut, qun l, cng nhn phn ln khng c o to y theo yu cu mi.
c bit, thiu i ng cn b c trnh , c ngoi ng tip cn vi nhng tin b ca
khoa hc k thut th gii.

20

CHNG 2: Phn tch mi trng Vi m

2.1. Tng quan v th trng Vit Nam
Pht biu ti hi tho, tin s Nguyn Trng Nam, Vin trng Vin Nghin cu Y-X
hi hc cho hay, vic thiu canxi trong khu phn n s khin nguy c long xng tng
cao. Long xng l mt trong cc bnh ph bin nht trn ton cu v ang tn ti nh
mt vn nghim trng v sc khe v c bit l i vi ph n. Ti Vit Nam, c
khong 25% ph n 50 tui tr ln long xng c xng i; gn 50% b long xng
ct sng tht lng. T l ny thp hn Hong Kong, nhng cao hn nhiu Nht Bn, Hn
Quc, Thi Lan, IndonesiaTheo b Mai, kt qu qua bn cuc tng iu tra v thc trng
dinh dng ca ngi Vit Nam do Vin trng Vin dinh dng tin hnh cho thy, sau
gn 30 nm khu phn nng lng ca ngi Vit Nam thay i t l nng lng cha
protein tng kh nhanh chng t 11-15%. Tuy nhin, trong 25 nm qua, khu phn n cha
canxi vn khng thay i, vn mc hn 500mg/ngi/ngy - mi ch p ng nhu cu t
57-64% nhu cu canxi ca mi ngi trong mt ngy.
Trong khi , AFC l mt sn phm bnh cracker c b sung c 04 dng cht thit yu
cn thit cho c th l Canxi, Vitamin E, D v cht x rt c li cho sc khe. iu ny
mang li cho AFC mt li th trong cnh tranh vi th khi l hng u tin tung ra loi
sn phm b sung dng cht cho c th.
Tnh n thng 7 nm 2014, dn s Vit Nam t 93,421,835 ngi, c cu trc nh sau:
-

0-14 tui: 24.3%

15-24 tui: 17.8%

25-54 tui: 44.8%

55-64 tui: 7.4%

Trn 64 tui: 5.7%

C th thy c cu dn s Vit Nam kh tr, tui lao ng kh cao. AFC l mt sn

phm bnh quy b sung dng cht, thch hp vi i tng s dng l hc sinh sinh vin
v gii vn phng c tui t 15-65 tui. Ngoi ra, sn phm cn c s dng lm qu
trong dp l tt v cc dp c bit trong nm (Chim 20.9%), do cng ty cn ch tng
cc hnh thc qung co sn phm v bao b thch hp tron nhng giai on ny.
Theo bo co ca euromonitor.com nm 2013, c t l khch hng s dng sn phm
bnh cracker ln n 13%. Su hng hin nay ca khch hng l nhng sn phm bnh c
li cho sc khe. a s khch hng hin nay mua sn phm cc knh chnh l siu th v
ca hng tp ha. Ngun thng tin chnh khi khch hng tip nhn l t truyn hnh v
Internet.

21

Theo nghin cu v Mc hi lng ca khch hng v sn phm bnh AFC ca i

hc Nng, tn sut mua sn phm ca khch hng l hng thng, chim t l cao nht
vi 36.5%. C th thy, sn phm ang c khch hng s dng vi mc thng
xuyn.
2.1.1. Xc nh nhm phn khc
Do c th l sn phm n vo ba l v n vt, do i tng khch hng ca
AFC l c nam v n, trong tui t 15-65 tui. Ngoi ra, sn phm cn c tiu th bi
mt b phn khng nh lm qu biu dp l tt.
-

Nhm tui: t 15 n 40 tui.

Nhm thu nhp: khng xc nh.

C ng: 64 tnh thnh trn c nc.

S lng (Ngi)

Nhm tui

Trn ton Vit Nam

15 - 24

16,629,087

25 40

23,355,459

41 65

18,497,523

Tng cng

58,482,069

c lng dung lng th trng:

C nc c khong 58,5 triu ngi trong tui t 15 65 tui, c lng 13% khch
hng s s dng thng xuyn sn phm, tm tnh mi tun s dng mt hp AFC 100g (4
gi), c lng thi gian tiu th trong 1 nm nh sau:
-

Lng bnh tiu th trong 1 nm: 58.5 triu x 1 ln/tun x 4 tun/thng x 12

thng/nm x 13% x 100g = 36,504 tn/nm

c tnh k hoch nm 2015 s chim 30% nhu cu, tc 10,951.2 tn.

2.1.2. Tng trng th trng

Theo bo co ca BMI, doanh thu ngnh bnh ko Vit Nam nm 2014 tng trng
10.65% so vi nm 2013, t doanh thu 27 nghn t ng. Trong di hn, ngnh bnh ko
tip tc c nhn nh c tim nng pht trin mnh nh cc yu t nh c cu dn s tr,
nhn thc v sc khe ngy cng nng cao, cng vi ngun vn u t nc ngoi vo lnh
vc bnh ko ti Vit Nam.
Xu hng cu trn th trng bnh ko Vit Nam trong tng lai: Th trng lun
lun bin i, tuy nhin s bin ng y cng mang tnh quy lut. Trc tnh hnh kinh
22

t,x hi ca Vit Nam ang tng trng mnh, nhu cu ca ngi dn thay i v phn
nh qua mt s xu hng chnh sau:

Lng cu v bnh ko tng cao

iu ny l hin nhin v s phat trin kinh t, i sng cao hn, con ngi cn p
ng cc nhu cu c bn mt cch y m cn i hi phc tp hn. Xu hng ny c
d bo mt cch khoa hc da trn sn lng tiu th bnh ko Vit Nam nhng nm
gn y. Bo co c a BMI v ngnh thc phm v ung Vit Nam cho bit, tc tng
trng doanh s ca ngnh bnh ko (bao gm c socola) trong giai on 2010 - 2014 c
t 8 - 10%. V thc t l mc tng trng (10 - 12%) so vi mc trung bnh trong khu vc
(3%) v trung bnh c a th gii (1 1.5%), thc s rt n. Hin nay, mc tiu th bnh ko
bnh qun ca Vit Nam vn kh thp (1.8 kg/ngi/nm) so vi trung bnh ca th gii l
2.8 kg/ngi/nm. Vy th t ngc mt cu hi, nu mc tiu th trung bnh ca ngi
Vit Nam tng bng mc trung bnh v tiu th ca th gii xt trn u ngi, tng trng
ca ngnh Vit Nam s cn t ti u?
Theo B Cng Thng, mc tiu tc tng trng bnh qun gi tr sn xut cng
nghip giai on 2011-2015 l 13.21%, giai on 2016-2020 l 14.87% v giai on 20212025 l 12.44%.
Ngnh bnh ko lun l mt trong nhng ngnh c tc tng trng cao v n
nh ti Vit Nam. Vai tr ngnh sn xut bnh ko ngy cng c khng nh khi gi t
trng ln trong ngnh cng ngh thc phm (tng t 20% ln 40% trong gn 10 nm tr li
y). Trong nhm sn phm bnh ko th bnh ko ngt chim t trng mt na th trng,
k l socola (44%). Doanh thu ngnh bnh ko d bo s t khong 40 nghn t vo
nm 2018 vi sn lng c hn 200 ngn tn.

Xu hng trng yu t vn ha v tinh thn

Ngi tiu dng ngy cng i hi cao v hng ti ci p.Gi c sn phm khng
cn l yu t duy nht. M hnh thc, ngha sn phm c u tin cn nhc. Con ngi
cng quan tm hn n gi tr tinh thn, quan tm n hnh nh ca bn thn c th hin
nh th no khi tiu dng sn phm. Trong tng lai, khoa hc cng ngh s lm cho cht
lng ca cc loi bnh ko mi thng hiu nh nhau th ngi tiu dng li cng quan
tm n mu m sn phm v nhng gi tr tinh thn m sn phm mang li. c bit hnh
thc s ni ln gi tr m sn phm truyn ti.

Xu hng trng sc khe

Cng vi s pht trin ca Kinh t th nhiu vn x hi xut hin nh bnh dch

v t nn x hi. An ton l nhu cn m bt k ai cng mong mun. Vic la chn thc
phm, bnh ko phi m bo trc ht l an ton v c li cho sc khe. Cc cht ngt,
23

bo, v cc yu t vi lng trong bnh phi c sn xut theo th hiu ngi tiu dng.
ng s c gim bt trong bnh phc v on th trng n king. Cht bo c bit
l cht bo khng cha cholesterol s c chn la.

Xu hng n gin, gn nh v ng b:

Cuc sng ngy cng bn rn, thi gian vi con ngi l qu gi. Khng thi
gian phc v ba n hng ngy, c bit l cc ba sng v ba tra. n cng gn
nh, nhanh v tit kim thi gian cng c u tin.Con ngi cng khng thch thi quen
tch tr thc n nh thi xa xa v hng ha sn phm ngy nay lun c sn. Cc loi bnh
ko c trng lng nh l s thch ca ngi tiu dng.Bn cnh , khi cuc sng vt
v,nhu cu i du lch, cm tri, thm danh lam thng cnh rt ph bin.V bnh ko c
s dng lm n nhanh trong cc chuyn i ny.
Trin vng ngnh
Ngn hn: D bo cui nm 2015, nh hng li t s phc hi mnh m ca cc
nn kinh t ln, cc nc ang pht trin, trong c Vit Nam cng c d bo tng
trng cao tr li. Cng theo d bo, doanh thu ngnh bnh ko Vit Nam nm 2016 s
tng 10.74% so vi nm 2015, tng ng t 36 nghn t VND. Trong , cc s n phm
bnh ko ngt truyn thng vn chim t trng ln, song mc tng trng cao li thuc v
nhm hng s c la v ko cao su, vn c nh gi l xu hng tiu th ch yu ca gii
tr trong iu kin kinh t x hi pht trin v hi nhp mnh m nh hin nay.

Hnh 7.3.3.a. Biu d bo sn lng v doanh thu ngnh bnh ko.

(Ngun BMI Q2/2014)
24

 Di hn: Cc yu t nh sc mua tng, c cu dn s thun li, nhn thc v sc

khe ngy cng nng cao, cng vi vn u t vo ngnh ang gia tng s l nhng ng
lc h tr ngnh bnh ko Vit Nam tng trng mnh.
Sc mua tng: T l tng trng chi tiu ca ngi tiu dng (CAGR) ca Vit Nam
trong giai on 2011-2020 c d bo s thuc hng cao nht trong khu vc ASEAN.
Tng trng kinh t ti Vit Nam trong nhng nm ti em li thu nhp cao hn, y mnh
chi tiu tiu dng. th ha nhanh chng cng em l i nhiu c hi cho cc ca hng bn
l hin i, thc y tng trng sc mua trong di hn.
C cu dn s tr:Theo qu dn s Lin Hp Quc (UNFPA), Vit Nam ang bc
vo thi k dn s vng. Dn s vi quy m ln (hn 90 triu dn), v c cu dn s tr,
ang tui trng thnh, Vit Nam thc s l th trng hp dn cho ngnh thc phm,
ung ni chung v ngnh bnh ko ni ring. Theo bo co BMI Q2/2014, 51.9% dn
s Vit Nam tui di 30, y l nhm dn s c xu hng s dng sn phm bnh
ko nhiu hn.
Nng cao nhn thc sc khe:Nhn thc sc khe ngy cng tng thay i dn
thi quen tiu dng i vi sn phm bnh ko chc nng v tt cho sc khe. Cc doanh
nghip bnh ko ln trong ngnh cng ang khng ngng pht trin v a ra th trng
cc dng sn phm ny.Cc sn phm chc nng thng c gi cao hn, v khi nhu cu gia
tng s em li doanh s bn hng gi tr cao hn.
Tip tc thu ht u t pht trin ngnh: Theo nh gi ca BMI, Vit Namang l
mt trong nhng th trng bn l hp dn nht ti Chu (ch sau n ) trong lnh vc
thc phm. Tc tng trng nhanh v n nh ca ngnh cng nghip bnh ko ang thu
ht u t mnh ca cc doanh nghip nc ngoi vi li th vn v cng ngh. iu ny
s nng cao s cnh tranh trong ngnh, t thc y s pht trin chung ca ngnh.
Ngnh bnh ko tip tc gi t trng ln (40.43%) vi vai tr dn dt s pht trin chung
ca ngnh k ngh thc phm. Theo , ngnh nhn c nhng k hoch u t c th
mang tnh chin lc theo quyt nh quy hoch pht trin ngnh k ngh thc phm Vit
Nam ca B Cng Thng.
2.1.3. Xc nh chng trnh hnh ng
Ty thuc vo tui khc nhau ca ngi tiu dng, doanh nghip sn xut s a
ra cc chin lc khc nhau cho tng loi sn phm. Mc ch cui cng vn l hng ti
khch hng mc tiu m doanh nghip ra.

25

1. Nhm khch hng t 15 24 tui:

c im: Hu ht, h t mua sm dng cho mnh, thch mu s c ti sng, thch
cc hng ha c lin quan n cc ban nhc, cc i th thao, vn ng vin ni ting, thch
giao lu gp g bn b. Lc tui ny tin dng bnh ko t hn, thng dng trong cc ba
tic, bui giao lu gp g bn b. H u tin la chn bnh ko c cht lng vi mc gi
ph hp.
- Tng cng cc hot ng t chc s kin ngoi tri, kt ni cng ng, cc chng
trnh ti tr tng mc nhn bit ca sn phm.
- y mnh sn phm ra cc knh nh ca hng tin li v siu th tng ph
sng sn phm, thch nghi vi c tch thch s tin li ca i tng.
2. Nhm khch hng t 25 40 tui
c im: l nhng ngi trng thnh, phn ng trong s h c gia nh. Vic
mua hng ha ca h thng l mua c l tr. tui ny mua bnh ko c th cho con ci,
tiu dng gia nh v biu tng. Bn thn h t tiu dng bnh ko.
- p dng cc qung co trn truyn hnh vo nhng s kin ln trong nm nh l tt,
p dng cc gi sn phm dng cho biu dp l tt.
- p dng thit k bao b c bit ginh ring cho dp l tt.
3. Nhm khch hng t 40 65 tui:
c im: Thng t mua bnh ko hn, h mua bnh ko ch yu ch lm qu
cho con chu, cn tiu dng cho bn thn t hn ch yu l bnh ti, bnh mm, cc sn
phm b sung cht s v vitamin tt cho sc khe.
-

Pht trin cc dng sn phm mi nh AFC v rau ci v AFC v rong bin, tshay
i khu v cho ph hp vi khch hng.

2.2. Phn tch SWOT

2.2.1. im mnh
o Ban lnh o ca Kinh u l nhng ngi ni ting trong gii kinh doanh, c
tm nhn chin lc tt, giu kinh nghim, c kh nng hoch nh chin lc, qun l ri
ro v iu hnh hot ng hiu qu m bo s pht trin bn vng.
o Lng tin v tinh thn on kt ca ton th cn b cng nhn vin, cp qun l v
Ban lnh o Kinh .
o Dy chuyn sn xut hin i, c u t mi. Cng ngh sn xut c nhn nh
l vt tri so vi cc doanh nghip cng ngnh.
- Lc lng nhn s ng o, do c th ca sn phm nn lc lng bn hng chim
s lng ln, c o to chuyn nghip. Thc hin nhiu chnh sch mi duy tr
ngun nhn lc v thu ht nhn ti.
26

- H thng phn phi rng khp c nc.

- Hot ng marketing c quan tm nhiu.
- Thng hiu mnh v th phn ln.
- Chui cung ng tt, gip cng ty pht trin n nh v gi thnh cnh tranh.
- Ngun lc ti chnh di do.
- Sn phm a dng, t chun cht lng quc t, m bo v sinh an ton thc phm.
2.2.2. im yu
-

Do m rng thm lnh vc kinh doanh nh u t ti chnh, a c l nhng ngnh

c ri ro cao nn s nh hng khng nh n mng kinh doanh thc phm, bnh ko.
- S pht trin mnh trong xu th ton cu ho i hi phi c ngun nhn lc c
trnh cao, ph hp.
-

B my nhn s rm r, my mc, nguyn tc, thiu linh ng. Cng ty c qun

l theo kiu gia nh tr s lm hn ch s pht huy ca ngi lao ng gii.

- Nghip v qun l nhn s cha chuyn nghip, t l nhn vin b vic cao, ch
i ng cha tha ng.
-

Vic xy dng thng hiu thnh cng khng ng u vi mi dng sn phm.

thc cnh tranh ca nhn vin thp.

Cha khai thc ht cng sut ca my mc thit b.

Qun l nguyn vt liu tn kho cha hiu qu.

2.2.3. C hi

Sau khi ng v Nh nc c nhng chnh sch i mi ph hp, kinh t trong

nc ngy cng pht trin n nh, cc chnh sch v tng tin lng ti thiu gip thu
nhp ca ngi dn ngy cng tang, do kh nng cng nh chi tiu tiu dung c a ngi
dn ngy cng cao.
-

Tim nng th trng bnh ko trong nc ln, tri khp 61 tnh thnh trn c nc,

ngoi ra th phn bnh ko cn c m rng hn sau khi Vit Nam gia nhp WTO vo
nm 2007.
-

Cuc sng hin i v cng cuc s ha khin nhu cu v thc phm dinh dng

cao cp ngy cng cao.

-

Ngy cng m rng th trng xut khu khi gia nhp AFTA, WTO.

2.2.4. Thch thc

- S thm nhp th trng ca i th cnh tranh mi t nc ngoi khi Vit Nam gia
nhp AFTA, WTO. Mc cnh tranh tng cao, gy sc p v trnh k thut, cng ngh
tin tin v nhn hiu bao b n cc doanh nghip ni chung v doanh nghip thc phm
ni ring.
27

- S gia tng u t vo sn xut kinh doanh ca cc doanh nghip hot ng trong

lnh vc bnh ko trong nc. Do nhu cu ngy cng tng v thc phm bnh ko, c bit
l trong l Tt ca ngi tiu dng.
- S di chuyn ngun nhn lc cao cp sang cc cng ty nc ngoi trong tnh hnh
u t nc ngoi vo Vit Nam tng cao.
2.3. Phn tch i th cnh tranh trong ngnh
2.3.1. Cng ty c phn Bnh Ko Bin Ha (Bibica)
Ngy 16/01/1999, Cng ty C phn bnh ko Bin Ha vi thng hiu Bibica c
thnh lp t vic c phn ha ba xng: bnh, ko v mch nha ca Cng ty ng Bin
Ha, c tr s ti Khu cng nghip Bin Ha 1, ng Nai. Ngnh ngh chnh ca Cng ty
l sn xut v kinh doanh cc sn phm: Bnh, ko, mch nha vi vn iu l ca Cng ty
v thi im ban u l 25 t ng.
-

Th phn ca Cng ty tri di v rng khp trn c nc. Tri di t Bc n Nam

vi 2 nh my c t ti H Ni v Bin Ha, hn 2000 i l c va v nh v tr s

chnh c t ti 443 L Thng Kit, qun Tn Bnh, Tp. H Ch Minh. Tng th phn
ca Bibica chim 8% thi phn bnh ko trong c nc ( Theo thi bo Kinh t nm 2013).
Bnh choco-pie v ko ca Bibica c nhiu ngi tiu dng a chung (Bibica hin dn
u th phn ko)
-

Sn phm ca cng ty a dng v nhiu s la chn bao gm : Bnh Layer bnh

bng lan kp kem, chocolate, ko cc loi, sn phm dinh dng, biscuits and cookie,
mch nha, bnh trung thu. Nhng trong sn phm chnh ca cng ty c phn bnh ko
Bibica bao gm:
Sn phm ko cng v ko mm c sn xut trn cc dy chuyn lin tc vi cc
thit b ca Chu u. Vi nng sut : 10,000 tn/nm
Sn phm mch nha c sn xut bng cng ngh Enzym v ty mu bng than hot
tnh v trao i ion.
Sn phm layer cake (bnh bng lan kp kem) c sn xut trn dy chuyn thit b
ca quy trnh khp kn. Do , sn phm c thi hn s dng ti 1 nm, trong khi cc
sn phm bnh ti khc ch c th s dng trong vng 1 tun.
Sn phm chocolate. Hng nm, Bibica c th sn xut c hn 600 tn chocolate cc
loi. Cc nguyn liu u nhp t Chu u, chocolate cn c sn xut theo cng ngh v
thit b ca Anh.
Bibica c xem nh i th cnh tranh gin tip ca Kinh trn lnh vc bnh
cracker v hin nay Bibica cha cho ra mt th trng loi sn phm ny. Nhn nh khch

28

hng mc tiu ging nh Kinh tuy nhin Bibica chn hng i khc tp trung ch yu
vo dong sn phm bnh layer bnh bng lan cao cp Hura.
2.3.2. Cng ty c phn Bnh ko Hi H (Haihaco)
Cng ty c phn bnh ko Hi H (HAIHACO ) l mt trong nhng doanh nghip
chuyn sn xut bnh ko ln nht ti Vit Nam.
Cng ty c thnh lp t nm 1960 tri qua hn 50 nm phn u v trng thnh
Cng ty khng ngng ln mnh, tch ly c nhiu kinh nghim trong sn xut kinh
doanh. Tin thn l mt x nghip nh vi cng sut 2000 tn/ nm. Ngy nay, Cng ty
pht trin thnh Cng ty C phn Bnh ko Hi H vi qui m sn xut ln ti 20,000 tn/
nm.
- Th phn: Ch yu Cng ty pht trin mnh th trng khu vc ph a Bc, cha c
nh my cng nh vn phng i din ti khu vc pha Nam, tuy nhin Cng ty cng c
ca hng phn phi ti hai khu vc min Trung v min Nam. Tng th phn ca Hi H l
6% th phn bnh ko c nc.
- Sn phm: Cng ty C phn Bnh ko Hi H v ang cung cp cho th trng
nhiu mt hng nh ko Chew, ko xp, ko cng, bnh quy, bnh cracker...
Hi H c xem nh i th cnh tranh trc tip ca Kinh trong lnh vc bnh cracker.
Tuy nhin y c nh gi l mt i th khng nhiu nguy him do thi phn cn kh
t v mi ch pht trin mnh ti khu vc pha Bc. Hi H mang v th cnh tranh v gi,
tp trung pht trin, i mi v hng v c o, ch yu phc v khch hng bnh dn,
vi gi chit khu cao cho cc i l v gi r hn cc sn phm ca cc i th cnh tranh.
2.3.3. Cng ty c phn Thc phm Hu Ngh (Hu Ngh Food)
Cng ty c phn Thc phm Hu Ngh (Hu Ngh Food) tin thn l nh my bnh
ko cao cp Hu Ngh trc thuc Cng ty Thc phm Min Bc c thnh lp v chnh
thc hot ng t ngy 08/12/1997. Nm 2006, Nh my bnh ko cao cp Hu Ngh
c c phn ha v i tn thnh Cng ty c phn bnh ko cao cp Hu Ngh. Thn g 6
nm 2009 ph hp hn v th trong ngnh v nh hng pht trin trong tng lai,
Cng ty mt ln na c i tn thnh Cng ty c phn thc phm Hu Ngh. T thng 3
nm 2011 Cng ty c phn thc phm Hu Ngh chnh thc tr thnh thnh vin chnh
thc ca Tng cng ty thuc l Vit Nam.
Th phn: Chim 3% th phn bnh ko c nc. Tri ngc vi Cng ty c phn
bnh ko Hi H, Hu Ngh tp trung pht trin ti khu vc pha Nam v hin cha c chi
nhnh cung nh cha c k hoch xy dng nh my ti hai th phn cn li trn c nc.
Ring vi bnh m mn cng nghip, Hu Ngh l n v dn u th trng (hai nhn hiu
Lucky v Staff rt c a chung).
29

 Sn phm: Sn phm ca cng ty a dng v mu m v chng loi. Bn cnh cc

loi bnh ko, Hu Ngh cn sn xut thc phm ch bin (gi, ruc, tht ngui, xc xch,
v.v) v ung c cn (ru vang, champagne, vodka), xut khu nng sn.Sn phm
bnh ko ca Hu Ngh ng ch l bnh quy, mt tt v bnh m cng nghip
Hu Ngh c xem nh i th cnh tranh gin tip ca Kinh do Hu Ngh ch
yu tp trung vo pht trin dng sn phm bnh m cng nghip. Hu Ngh ra chin
lc khng b bt k phn khc th trng no tuy nhin vn tp trung ch yu vo phn
khc tm trung, do sn xut qu nhiu loi sn phm thc phm, khng phi ch tp trung
vo mt hng bnh ko nh cc Cng ty i th, ng thi t c s t ph, gi nguyn liu
cao nn Hu Ngh nhng nm gn y khng c ngi tiu dng u tin la chn do
khng c s t ph, i mi.

30

PHN C: XY DNG K HOCH BN HNG CHO SN PHM

CHNG 3: nh gi s b tnh hnh bn hng v phn phi nm 2014
3.1. Tng kt hot ng bn hng nm 2014
Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Bo mng
Vnexpress Cha
kha dinh dng
cho gia nh
Chia s kinh
nghim cng
AFC
AFC selfie
Sn phm mi AFC

Tung dng sn phm

Ng cc nguyn ht

mi AFC v rau ci
v AFC v to bin

Cuc thi N cng

Ngy hi dinh

s duyn dng

dng

Game Khu
vn ng
cc
3.2. Mt s hnh nh hot ng
3.2.1. Ngy hi dinh dng

31

Dec

3.2.3. Cuc thi N cng s duyn dng

N cng s duyn dng l cuc thi nh online do nhn hng
AFC t chc. T 1000 th sinh gi nh d thi, ban t chc
chn ra 50 th sinh lt vo vng 2 vi tn gi i s thn thin
v ch 30 th sinh c lt bnh chn nhiu nht mi c chn
vo vng 3 Khoa ti ng x
Kt qu chung cuc:
Gii nht - Th sinh ton nng: Nguyn Th Kim Ngc
(TPHCM).
Gii th sinh phong cch nht: V Ngc Hong L Trang
(TPHCM).
3.2.3. Sp xp hng ha trong siu th

3.3. Kt qu tng trng bn hng

Nm

2013

2014 (K hoch)

2014 (Thc t)

Doanh s (tn)

912,572

1,003,829

1,047,103

Doanh thu (t ng)

7,019.78

7,721.76

8,054.64

K hoch tng trng nm 2014: tng 110% so vi nm 2013

Thc t nm 2014 t 115% so vi nm 2013, tc vt 5% so vi ch tiu ra.

32

 S tng trng bn hng mi chin dch cho dng sn phm bnh AFC 2014:
14
12
10
8
6

+115%

+113%

+111%

1,5
1,1
1,4

1,7
1,3
1,7

1,7
1,3
1,8

5,3

5,4

6,1

Nm 2013

CD1

CD2

CD3

2,1

4
2

1,5

0
HCMC

HANOI

N.PROV

S.EAST

Nhn chung tt c khu vc u thnh cng.

Doanh thu AFC

1.600.000

1.439.326

1.400.000

1.183.715

1.200.000

1.000.000

1.245.019

1.047.103
912.572

800.000

600.000
400.000
200.000
0
2013

2014

2015F

2016F

2017F

Biu doanh thu t bnh AFC nm 2013 n nm 2017 (d kin)

3.4. Th phn v nh v
3.4.1. Th phn
a. Cng ty Kinh trong ngnh bnh ko
Ngnh bnh ko vn c bit n l mt trong nhng ngnh c tc tng trng
cao v n nh ti Vit Nam. T trng ngnh sn xut bnh ko tng t 20% n 40%
trong ngnh k ngh thc phm trong gn 10 nm tr li y.
Hin nay, Vit Nam c khong 30 doanh nghip sn xut c quy m, khong 1000
c s sn xut nh v mt s cng ty nhp khu bnh ko nc ngoi.
33

Trn th trng bnh ko nc ta hin nay, cc doanh nghip ni a ang chim

lnh th trng. Theo nh gi nm 2013, th phn doanh nghip chim t trng ln l 42%
(cng ty CP Kinh (KDC) chim 28%, cng ty c phn Bibica (BBC) chim 8% v cng
ty c phn Bnh ko Hi H (HHC) chim 6%), doanh nghip khc chim 38% v hng
nhp khu ch chim 20%.

Th phn ca cc doanh nghip trn th trng bnh ko

2013
KDC
Nhp khu
28%
20%

DN khc
38%

BBC
8%
HHC
6%

Hnh 3.4.1. Biu th phn ca cc doanh nghip trn th trng bnh ko 2013
Th trng tiu th ch yu l th trng ni a vi khong 80% sn lng sn xut
c cung cp p ng nhu cu trong nc.
Tuy chim c th phn trong nc, song tnh hnh kinh t cn kh khn cng
vi s xut hin thm nhiu thng hiu nc ngoi nh Glico, Lotte khin tc
tng trng ca cc doanh nghip bnh ko Vit Nam, bao gm c Kinh , c phn bo
ha. iu ny cho thy th trng bnh ko Vit Nam hin nay ang c xu hng thu hp
v tnh cnh tranh ngy cng cao.
b. Thng hiu AFC trong th trng bnh crackers
Nhn thc sc khe ngy cng tng thay i dn thi quen tiu dng i vi sn
phm bnh ko dinh dng v tt cho sc khe. Cc doanh nghip bnh ko ln trong
ngnh cng ang khng ngng pht trin v a ra th trng cc dng sn phm ny. Cc
sn phm thuc dng ny thng c gi cao hn, v khi nhu cu gia tng s em li doanh
s bn hng gi tr cao hn.
i vi bnh dinh dng AFC crackers, y l s n phm c cng sut tiu th ln
nht ca Cng ty, vi tng cng sut ln ti 1.484 tn/thng. Do u th v cng ngh, hin
nay Kinh l nh sn xut bnh crackers ln nht Vit Nam. T khi ra i n nay,
AFC lin tc c khng nh l dng bnh dinh dng hng u, vi cc sn phm a
dng v phong ph. duy tr c li th, AFC lin tc c b sung cc v mi to
hng th cho ngi tiu dng, vi cc sn phm nh AFC rau ci, AFC la m, AFC siu
34

gin, AFC b bt tt, AFC Hi-FBRE. Hn na, vi c trng l mt dng bnh dinh dng,
bnh crackers AFC c nghin cu v a ra cc s n phm c khi lng tnh ph hp
vi khu phn n cng nh nhu cu tiu dng ca tng i tng khch hng.
c bit, bnh crackers AFC ca Kinh sau khi ti nh v trong nm 2009 thnh
sn phm dinh dng, t c mc nhn bit thng hiu trn 80%, vn ln dn
u vi th phn 55% trong bi cnh th trng khng my kh quan.
3.4.2. nh v
a. Cc yu t nh hng n quyt nh nh v sn phm
Th trng bnh ko Vit Nam pht trin kh nhanh, nht l phn khc cho dng sn
phm dinh dng. C th ni y l ming bnh th trng rt hp dn cho cc doanh
nghip kinh doanh trong ngnh u t vo.
Sau khi u t dy chuyn sn xut bnh crackers c nhp khu t Chu u,
AFC tr thnh nhn hiu mnh lm nn tn tui ca Kinh trong sut nhng nm gn
y.
T nm 2009, Kinh tp trung vo vic ti nh v nhn hiu AFC.Khch hng
mc tiu cho nhn hiu AFC m Kinh nhm n l cc nhn vin cng s. Khc vi
vic xc nh khch hng mc tiu l mi ngi mi nh nh trc y. i vi nhn vin
cng s, h l nhng ngi c thu nhp n nh, quan tm n cht lng sn phm v
nhng tin ch m sn phm mang li. Nhm khch hng ny khng qu xa l vi sn
phm crackers AFC. Vic nh v sn phm b chi phi rt ln bi nhn thc ca h v sn
phm. Cracker AFC c nh v theo thuc tnh ca sn phm, l sn phm tin ch v
giu dinh dng.

Hnh 3.4.2. Thit k hp bnh crackers AFC

b. Ti nh v sn phm
35

Crackers AFC c nh v khc bit so vi cc sn phm bnh crackers ca cc i

th cnh tranh trn cc phng din sau:
Cht lng sn phm: Crackers AFC cha dng cht canxi, vitamin D, E v cht
x rt tt cho sc khe vi nhiu hng v l v c o, kch thc a dng.
Hnh thc bao b: Crackers AFC c bao b p v bt mt, cha nhiu thng tin, d
thu ht khch hng.
Hnh nh qung co: Crackers AFC chn nhn vin cng s lm hnh nh qung co
v i tng ny l nhm tham kho ng tin cho khch hng c nhu c u v sn
phm cht lng v nhiu tin tch.

Hnh 3.4.2.b. Hnh nh qung co ca bnh crackers AFC

c. S nh v
Cht lng

Gi c

36

Hnh 3.4.2.c. S nh v thng hiu cc thng hiu bnh ko

Kinh tp trung vo phn khc khch hng c thu nhp kh tr ln nn gi thnh
sn phm cao nht trn th trng hin nay, i km l cht lng sn phm tt nh u t
mnh vo cng ngh sn xut hin i. Bibica cng ang theo ui cng phn khc vi
Kinh vi dng bnh cao cp. Sn phm ca Hi H vi nhiu hng v c o khc l
c gi thnh trung bnh nh vic tng chit khu tiu th, tr gi, chnh sch hoa hng
Trong khi , Hu Ngh vn trung thnh vi phn khc khch hng bnh dn do kh nng
nghin cu sn phm mi cn yu km so vi cc thng hiu khc, li gp p lc v mt
gi c khi gi nguyn liu u vo tng cao.
3.5. Tnh hnh phn phi
Mng li phn phi ca Kinh ch yu thng qua 3 knh chnh: H thng i l, h
thng cc siu th v h thng cc bakery ca Kinh
Nh phn phi : hin c 300 nh phn phi trn c nc.
im bn l : 200,000 im bn.
Bakery : 36 bakery
Cc knh phn phi chnh:
Cc ca hng Bakery c a Kinh : c xy dng t nm 1999, hin nay c 36
barkery TP.HCM v H Ni.
H thng siu th : ch yu tp trung TP.HCM, th trng chnh ca Kinh , h
thng siu th tiu th khong 10% doanh s ca cng ty.
i l cp mt v nh phn phi: chim 85% doanh s.
Ngoi cc hnh thc phn phi trn, Kinh cn t chc hn 13,000 im bn bnh trung
thu Kinh TP.HCM v cc tnh ln cn vo ma trung thu hng nm.
Khu vc phn phi:
Khu vc H Ni: chim 25% doanh s
Khu vc TPHCM: chim 48% doanh s
Khu vc min Trung: chim 15% doanh s
Khu vc min ng: chim 12% doanh s
3.6. Qun l v pht trin nhn lc
Kinh c lc lng nhn s cp cao mnh, Ban lnh o c tm nhn, kh nng
hoch nh chin lc, qun l ri ro v iu hnh hot ng hiu qu, phn ln nhn vin
c trnh chuyn mn, c tay ngh l im mnh tng cnh tranh.

37

C cu lao ng theo chc nng qun l

STT

S LNG

KHON MC

T TRNG %

( NGI)
1

Ban Tng Gim c

19

0.25

Lnh o phng ban,phn xng

72

0.93

Cn b, nhn vin vn phng, pht 985

12.73

trin kinh doanh

4

Cng nhn

4,861

62.79

Tp v, Bo v, ti x, kho

1.804

23.30

Tng cng

7,741

100
( Ngun:KDC )

C cu lao ng theo trnh

STT

S LNG

KHON MC

T TRNG %

(NGI)
1

Trn i hc

230

2.97

i hc

1659

21.43

Trung cp, Cao ng

2078

26.84

Khc

3774

48.76

Tng cng

7,741

100

CHNG 4: c lng cc mc tiu chin lc

4.1. c lng ch tiu doanh s
Doanh thu c tnh 2015: 12,000 t ng. Trong , doanh thu t dng sn phm
bnh crackers chim khong 2,160 t ng, tng ng vi sn lng tiu th l 21, 600
tn.
4.2. c lng ch tiu bn hng key accounts
Mc tiu doanh s:
Cc thnh ph ln chim 60% doanh thu.
Cc KA chim 80% doanh thu, gm: Knh phn phi cp 1 l 36 ca hng Kinh
Bakery v knh phn phi cp 3 l 200 nh phn phi.
4.3. c lng ch tiu theo ngnh hng/sn phm
Bnh crackers AFC chim 45% doanh s bnh crackers trn th trng c nc.
4.4 D kin cc chng trnh h tr bn hng
Chng trnh thi ua bn hng
Chng trnh thng doanh s bn hng
38

 Chng trnh khuyn mi cho ngi tiu dng:

- Gim gi bn trong 1 ngy trong tun Happy day,
-

Tng voucher 100,000 khi mua 7 loi sn phm cng ty Kinh ,

Khuyn mi mua 1 tng 1, mua 2 tng 2,

Bc thm trng thng,

Chng trnh i hng, khch hng em hp bnh AFC n i ly mt

hp mi Tri n khch hng

Trng by sn phm cc trong siu th nhm thu ht s ch khch hng.

Chng trnh chit khu cho knh phn phi (giao ng t 5->20% cho siu th, i
l, h thng ca hng bn l)
4.5. D kin ngn sch bn hng
D kin ngn sch bn hng chim 20% doanh s bn hng ca AFC
Ngn sch bn hng nm 2016 = doanh s bn hng nm 2016 x 20%
= 1,254,019 x 20%
= 250,803.8 triu (VND)
(Hai trm nm mi t tm trm l ba triu tm trm nghn Vit Nam ng)
4.6. Xy dng chnh sch bn hng
Chnh sch gi nht qun
- Gi l thng nht trn c nc.
-

Gi s c gim t 5%-25% ty theo s lng mua.

Kinh thc hin chnh sch gi ph hp cho tng phn khc th trng. Do vic qun
l gi thnh kh tt nn t l chit khu dnh cho nh phn phi ca Kinh kh cao so
vi cc i th cnh tranh, v vy vic m rng mng li phn phi ca Kinh tng
i d dng.
Chnh sch phn phi
Nh phn phi ca Kinh gm 3 knh chnh
-

H thng i l , nh phn phi

H thng siu th
H thng bakery

Chit khu dnh cho nh phn phi

Chit khu 5.5% cho nh phn phi

Kinh s h tr 15% chi ph lu kho cho cc thnh vin trong knh tnh n i l

bn bun v nh bn bun.

Chin lc phn phi : ph dy, y v xa

39

- Ph dy : tng im bn hng nng cao tnh sn sang phc v ca h thng vi

ngi mua; tng din tch v c hi bn hng.
- Ph y: i vo chiu su phc v khch hng nng cao cht lng v hiu qu
bn hng.
- Ph xa: m rng phm vi bn hng, t cc thnh ph m rng ra cc khu vc ln
cn.
CHNG 5: Xy dng nh mc bn hng trong nm
5.1 Xy dng nh mc theo tng a bn, vng
BNH AFC
Ch Tiu

VNG

( v: Tn )

HCM GT

604,8

28

HCM SUPERMARKET

302,4

14

HCMC

907,2

42

HN 1

103,68

4.8

HN 2 - GT

90,72

4.2

HN SUPERMARKET

43,2

Cc tnh pha Bc

151,2

Vng pha Bc

388,8

18

Min Trung

194,4

Min ng

302,4

14

Min Ty

367,2

17

TNG CNG

2160

100

5.2 nh mc bn hng theo tng thng

- Nhn chung nh mc bn hng trong nm c nhi s thay i. a phn th trng a
chung loi hp 200g v u th v gi cng nh tin li khi s dng. Tr mt s trng
hp cc thng c bit th c s thay i ngc li i vi mu m hp 100g. c bit loi
ti 300g khng tht s c a chung d c u i v gi do s bt tin trong s
dng, khi m ti th phi s dng ht trong 1 ln nu khng lu trong khng kh s b
nh hng gin ca bnh. Trong kho ng thi gian u nm v cui nm l hai
khong thi gian nh mc bn hng tng nhanh nht do y c gi l ma l hi vi cc
s kin ln l Noel, Tt Dng Lch v Tt c truyn, lng mua s tng nhanh. Cn vo

40

dp h, phc v cho c chuyn du lch, picnic, ngh mt, ngi tiu dng a thch chn kch
thc hp 100g nh gn, tin li v d mang theo.
- Di y l bng nh mc bn hng theo tng thng.

CHNG 6: Chin lc ngn hn Di hn

6.1. Chin lc di hn
Ngnh sn xut bnh ko, c bit l bnh cracker l mt ngnh c nguy c xm nhp
ngnh cao, c nhiu i th cnh tranh trong ngnh. L mt cng ty dn u ngnh v th
phn cng nh a dng sn phm. Chin lc di hn ra cho cng l phi gi c v
th ca mnh trn th trng hin nay, ng thi y mnh cc chin lc marketing Mix
c th nh hnh thng hiu trong lng khch hng.
Song song vi vic m rng th trng, k hoch di hn trong thi gian ti l pht trin th
trng mc tiu, m rng sn phm cho phn khc tr em.
Vi tnh hnh bo ha v cc sn phm cracker trn th trng hin nay, Kinh cn c
nhng sng to mi hn cho sn phm ca mnh, nh pht trin dng sn phm AFC ph
hp vi tr em, nhiu hng v khc.
6.2. Chin lc ngn hn trong 1 nm ca cng ty
- Pht trin sn phm mi dng bnh b sung dinh dng
- Ci thin bao b sn phm
- M rng h thng phn phi sn phm
- y mnh cc hot ng PR, chiu th cho sn phm nhm kch cu tiu dng sn phm.

41

CHNG 7. Chin lc Marketing Mix

7.1. Xy dng chin lc sn phm
7.1.1. Pht trin sn phm mi
Timeline:

Vi dy chuyn cng ngh hin i v rt nhiu tng th v, AFC trong tng lai chc
chn cn c tip tc pht trin thm nhiu sn phm mi cht lng dnh tng cho
khch hng ca bnh ko Kinh nhng g tt p nht. V vy p tr s yu mn ca
ngi tiu dng v vi mong mun lm khch hng hi lng hn na. Ngoi 5 hng v:
la go, b bt-tt, st sambal, to bin v rau ci th cng ty quyt nh tung ra 2 hng v
mi cho dng sn phm Cracker-AFC, thc hin a dng ha sn phm vi bnh mn AFC.
Bnh AFC v sn nng
Bnh AFC v sn nng vi hng thm hp dn v v sn ng cht to cho ngi
dng mt cm gic thch th nh ang n nng tht s. Bn cnh , bnh mn AFC
v sn nng vn lun m bo cht lng ca bnh, cung cp bn cht dinh dng
canxi, vitamin D, E v cht x nh nhng sn phm cng loi.
Sn phm d kin ra mt vo u thng 6 nm 2016. Sn phm AFC vi hng v sn
nng mi s c gii thiu trong chng trnh KIDOs Celebration. Khng nhng c
hot ng dng th sn phm m cn c cc hot ng tr chi, rt thm trng thng y
hp dn. Sau thi gian ra mt, cng ty Kinh s thc hin mt s hot ng khc nhm
PR thm hnh nh cho sn phm va ra mt, ng thi cn qung co trn cc trang bo
mng nh VNexpress, Zingnew,..v.v.. Phn ngn sch ca cc hot ng trn c tnh
vo mng hot ng ra ca nhm s kin- qung co.
Tng ngn sch:2,039,500,000 VND
Nghin cu sn phm: 2,000,000,000 VND
Test th trng: 39,500,000 VND
42

 Bnh mn AFC cho m

Sn phm bnh mn AFC cho m l loi sn phm c bit nhm nh du s khc bit so
vi cc loi bnh mn trn th trng. Sn phm i theo hng dnh cho phn khc khch
hng l ph n mang thai. Bnh gm nhng hp cht dinh dng b sung cho ngi m,
n km hoc xen k vi vic ung sa dng thai. Gip cho cc b m thay i khu v m
vn m bo dinh dng.
Thi gian nghin cu: T thng 8/2015 n thng 8/2016
Vi s nghin cu k lng v c B V sinh an ton thc phm chng nhn. Cng
ty Kinh d kin ra mt sn phm vo cui nm 2016. Sn phm bnh s c ra mt
thng qua bui hi tho chuyn Sc khe thai ph. Chng trnh do cng ty t chc v
lin kt vi chuyn gia dinh dng v bc s khoa s n. Nhm cung cp thng tin v khng
nh gi tr dinh dng ca sn phm bnh AFC cho m ny. Sau hot ng ra mt sn
phm, cng ty tip tc y mnh cc hot ng PR, qung co hnh nh sn phm su rng
hn, a sn phm n gn hn vi ngi tiu dng. Vi mong mun sn phm c chp
nhn nh l mt sn phm dinh dng cht lng tt cho ph n mang thai.
Tng ngn sch: 1,052,000,000 VND
Nghin cu sn phm: 10,000,000,000 VND
Test th trng: 52,000,000 VND

7.1.2. Duy tr v th sn phm c

Qua nhng dng sn phm c k nhng mc trn, Kinh c rt nhiu s ng

h v a thch ca ngi tiu dng. Do , cng ty Kinh khng ch nghin cu pht
trin sn phm mi m cn nghin cu v k thut, i ng qun l v i ng bn hng,
marketing nhm gi vng ci cht ring cng nh gi vng v th ca dng bnh AFC
hin ti.

43

 Khuyn mi
thc hin vic gi vng, cng c sn phm Kinh s thc hin theo cc chng trnh
khuyn mi a ra trong phn 4.4 trn. Nhm thu ht s ch ca khch hng v s tn ti
thnh vng ca dng bnh AFC. Qua , gi vng mi quan h v lng trung thnh ca
khch hng i vi Cng ty Kinh .
T chc hot ng
Bn cnh , Kinh cn t chc thm cc hot ng khc nh t chc gian hng tr chi
c thng ngoi tri. Tr chi c th nh sau:
-

Tr li cc cu hi c bn lin quan n bnh AFC

Nm v bnh n bnh loi no

Quay s trng thng

Rt thm trng thng

Hot ng x hi
T chc t thin thm tr em m ci, ng h ng bo l lt, ti ch cho cc chng trnh
Bin ng, khng ch gi nhc khan gi m cn th hin s quan tm ca Kinh
n cng ng x hi, l mt thng hiu tt cho sc khe v quan tm n x hi.
7.1.3. Thit k v bao b
Vi mong mun m rng th phn v nm gi th s yu mn, lng tin ca khch hng,
Kinh lin tc nghin cu pht trin sn phm mi khc bit trn c s nghin cu xu
th th trng cho 3-5 nm ti, khng nhng c cu sn phm a dng vi nm hng v
ca sn phm bnh AFC m cn khng ngng ci tin mu m, nng cao cht lng sn
phm hin c khai thc th trng hiu qu, khai thc cc sn phm ma v vi cc
chin lc Marketing khc bit.
M rng nhn hiu khng i xa khi nh v ca nhn hiu tp on, cc nhn Scotti, Sachi,
Kido, Marie v c bit AFC c truyn thng hiu qu, vic t tn cho cc nhn
mang tnh chin lc vi tnh quc t: d c, d nhn bit cho nhiu th trng.
V vy, Kinh d nh b sung thm loi bao b hp thit, hnh dng hp vung vi mu
sc theo tng loi hng v. Mc ch nhm to s sang trng c th dng sn phm lm
qu biu vo ngy L, Tt. Vi thit k mu sc ti sng, bao b gn nh, tin dng, cng
vi nhng hnh nh minh ha p mt em li cm gic thch th v ngon ming cho ngi
tiu dng. Bn trong bnh c gi bao b, lm t nha tng hp nh: Polyetylen, PVC,
c dai cao chng thm kh nn c th bo qun trong thi gian di v gip bnh gi
gin lu hn
Tng ngn sch: 10,000VN * 200,000 hp * (1-20%) = 1,600,000,000 VND
44

7.1.4. Pht trin gi sn phm dng cho dp L, Tt

Da vo bao b mi bng hp thit, Kinh cho ra mt sn phm bnh mn AFC
mix. Ngha l, trong mt hp bnh AFC s c 6 loi hng v (gm la go, b bt-tt,
st sambal, to bin, rau ci v hng v sn nng mi). Vi 6 loi bnh trong mt hp
s mang ngha sum hp ngy L, Tt, th hin s m cng, sum vy thch hp cho vic
biu qu. Km theo , l chng trnh nhn bao l x khi mua 1 s n phm AFC mix Nhn
bao l xi rinh qu ngy Tt. Vi AFC mix ngi tiu dng c th tha thch la chon
nhng hng v mnh thch trong mt hp, c th dng cho c gia nh m khng cn phi
i mua tng hp theo kiu thng thng. y d nh s l gi sn phm tin li v y
ngha vo ngy L, Tt cng nh khng nh v tr sn phm ln mt v tr cao hn-l sn
phm chuyn dng lm qu biu.
7.2. Xy dng chin lc gi
Kinh thc hin chnh sch gi ph hp cho tng phn khc th trng. Do vic
qun l gi thnh kh tt nn t l chit khu cho nh phn phi ca Kinh kh cao so
vi cc i th cnh tranh, v vy vic m rng mng li phn phi ca Kinh tng
i d dng.
Chin lc nh gi chit khu
Theo h thng knh phn phi
- H thng Bakery : khch hng c hng trc tip 2% chit khu trn gi bn sn
phm so vi cc knh bn l khc. iu c ngha khi khch hng mua sn phm trc
tip cc ca hng Bakery, khi khch hng c hng u i so vi khi khch hng
mua cc a im phn phi khc.
- H thng knh phn phi siu th : bao gm nh phn phi siu th v h thng siu
th. Hin nay c 3 nh phn phi cho h thng siu th gm 56 siu th ln v 73 siu th
va v nh, nh phn phi c hng 6% chit khu. Cc siu th ln nh Big C, Coop
Mart , Metro , MaxiMark, Lotte c hng 3.5% trn gi bn. Cn cc siu th nh c
hng 3% trn gi bn. Gi bn c th chnh lch 3%. Cc h thng siu th phi d tr bt
buc bng 50% tng s hng bn ra trong thng cho thng sau.
- Ngoi ra, sn phm c Kinh tr ph trng by sn phm trong cc gian hng
siu th.
- H thng knh s : chim 38%-40% trn tng hng ha tiu th ca cng ty. i l
c hng 2.7% chit khu thng mi trn gi bn t nh phn phi. Gi bn l cho i
l phi ln hn gi bn cho cc im bn l 10%. Gi bn cho cc im bn l dao ng
trong khong gi nhp t nh phn phi khng qu 10%.
45

 H thng knh l: Kinh c hn 200,000 im bn l trn c nc. Bao gm cc

tim tp ha, nh hng, qun nNh bn l c hng 2% chit khu thng mi trn
gi bn sn phm v khng c bn cao hn 20% so vi mc gi ca nh phn phi bn.
Ti cc im bn l, Kinh lun c h tr hnh nh qung co, in bng hiu kt hp hnh
nh.
Tng chit khu cho tng khu vc:

Chit khu ( triu ng )

12000
10000

8000
6000
4000
2000

0
HCMC

Vng

Ch

Vng pha
B c

Mi n Trung

tiu Doanh

( tn )

thu

( triu ng )

Mi n ng

Mi n T y

T l chit khu Chit khu

theo h thng

( triu ng )

(%)

HCMC

4022.37

526687.98

10533.7596

Vng pha Bc

1723.87

225723.42

1.5

3385.8513

Min Trung

861.94

112861.71

1.5

1692.9256

Min ng

1340.79

175562.66

3511.2532

Min Ty

1628.10

213183.23

4263.6646

TNG CNG

9577.07

1,254,019

23387.4543

( * cc tnh khu vc min Trung, Bc c h tr 15% chi ph vn chuyn v lu kho

nn t l chit khu thp hn cc khu vc khc trn ton quc. )

46

7.3. Xy dng chin lc phn phi

7.3.1. Chin lc cng ty
Mc tiu pht trin giai on 2015-2017
2015
Doanh thu tng (triu ng)

2016

2017

5,454,906

5,985,668

6,572,264

9.40%

9.73%

9.98%

1,183,715

1,254,019

1,439,326

T trng trn tng doanh thu (%)

21,70%

20.80%

21.90%

Sn lng tiu th bnh AFC (tn)

9,105.50

9,577.07

11,071.74

Tng trng so vi nm trc (%)

Doanh thu t bnh AFC (triu
ng)

Bng 7.3.1. D on doanh thu v tnh hnh pht trin ca nhn hiu AFC.
Mc tiu ra l n cui nm 2016, tng doanh thu t hot ng trong ngnh bnh ko
ca Kinh s t 5,985,668 triu ng, tng trng 9.73% so vi nm 2015. Trong ,
doanh thu t bnh AFC l 1,254,019 triu ng, chim t trng 20.80% so vi doanh thu
tng, tng ng vi sn lng tiu th l 9,577.07 tn.
8.000.000

Tn

6.000.000

5.454.906

5.985.668

6.572.264

DT tng

4.000.000
2.000.000

1.183.715

1.245.019

1.439.326

DT AFC

0
2015

2016

2017

Hnh 7.3.1. Biu tng trng doanh thu ca Kinh .

7.3.2. Chin lc bn hng, phn phi
Tiu th sn phm l khu quan trng nht ca mi doanh nghip.i vi midoanh
nghip, sn phm dch v hng ha ca doanh nghip nhm mc ch cuicng l tiu th
cng nhiu cng em li li nhun cho doanh nghip. tiu thc hng ha ca mnh,
mi doanh nghip u s dng nhng phng thc phnphi hng ha sn phm cho ph
hp vi c th ngnh ngh kinh doanh cng nhcc c tnh ca sn phm m doanh
nghip mun tiu th. Cng ty c phn Kinh
s dng knh phn phi theo s nh sau:

47

Hnh 7.3.2. S phn phi ca Kinh .

Knh 1: Theo dng knh ny sn phm ca cng ty n tay ngi tiu dng mt
cch trc tip t cc ca hng Bakery ca Kinh . Knh tiu th ny khng nhng gip
cng ty tit kim c chi ph trung gian m cn gip cng ty c iu kin tip xc trc
tip vi khch hng. Trong knh ny cng ty c th nhn c cc phn hi trc tip t
khch hng. c xy dng t nm 1999, hin nay h thng ny c 36 Bakery trn c
nc, trong nhng nm ti h thng Bakery c trin vng pht trin mnh nh vic cng
ty trin khai m hnh kinh doanh nhng quyn.
Knh 2: y l knh phn phi qua h thng siu th, cng ty k kt hp ng vi
cc siu th h by bn sn phm ca cng ty, h thng siu th c chc nng nh ngi
bn l trong knh phn phi. Knh phn phi ny tiu th khong 10% doanh s ca cng
ty. H thng siu th ny l tp hp ca hn 130 siu th vi nhng ci tn quen thuc nh
Co-op Mart, Big C, Citi Mart, Maxi Mart v cc siu th khc trn ton quc.
Knh 3: Knh ny gm i l cp mt v nh phn phi. y l knh c chiu di
ln nht trong h thng knh phn phi ca cng ty, l knh tiu th chnh ca cng ty,
khi lng sn phm lu chuyn qua knh ny chim khong 85% tng khi lng
sn phm tiu th ca cng ty. T cc i l ny, sn phm ca cng ty tip tc thng qua
cc nh bn l ti tay ngi tiu dng cui cng.
5%

10%

Knh 1
Knh 2

85%

Knh 3

Hnh 7.3.2. Biu t trng doanh thu ca cc knh phn phi.

48

Cc i l ny u c mc tiu hot ng, k hoch kinh doanh ring nn kh c th

p dng hiu qu c s sc mnh hp php. Cng ty c th p t mt s iu kin yu
cu i vi cc i l bn hng cho cng ty nh v mt bng kinh doanh, kh nng ti
chnh, ngun nhn lc nhng hng ha c a cng ty vn c cc i l by bn chung
hng ha ca cc doanh nghip sn xut bnh ko khc.
Khi cc i l vi phm cam kt trong hp ng, cng ty c th pht cc i l theo
cc iu khon trong hp ng, hp ng i l chnh l si dy rng buc hp php gia
cng ty v cc i l.
7.3.3. Mc tiu kinh doanh, bn hng
a. Duy tr v pht trin h thng phn phi
Cho n nay, h thng phn phi ca Kinh c coi l hon ho nht trong s
cc cng ty sn xut bnh ko ti th trng Vit Nam vi hn 300 nh phn phi, 200,000
nh bn l, v chui Kinh Bakery vi 36 ca hng khu vc min Nam v Bc.
Mng li phn phi l mt trong nhng yu t quan trng nht trong ngnh thc
phm. Nh mng li su rng, khch hng c th tip cn vi cc sn phm ca KDC mt
cch tin li nht, y cng l ro cn ln cho cc i th khc khi gia nhp ngnh.
Chin lc ca cng ty l cng c knh truyn thng, pht trin mnh knh siu th,
tip tc thm nhp vo cc knh bn hng mi. Nhiu chnh sch u i tt dnh cho khch
hng v cc i l. T t chit khu dnh cho nh phn phi ca Kinh kh cao so vi
i th cnh tranh nn vic m rng mng li phn phi ca Kinh kh d dng. Vi
mc tiu chim lnh th trng trong nc, cng ty Kinh pht trin h thng cc nh
phn phi v i l ph khp 63 tnh thnh, lun lun dm bo vic kinh doanh phn phi
duc thng sut v kp thi. Vi nng lc, kinh nghim v nhiu nm gn b, h thng cc
nh phn phi v i l ca Cng ty gp phn ng k cho s trng thnh v pht trin
ca mnh.
i vi knh phn phi hin i, Kinh cung cp sn phm trc tip cho 132 siu
th. Ngoi cc hnh thc phn phi trn, Kinh cn trin khai k hoch lin kt tiu th
sn phm vi cc doanh nghip tiu dng ln, i tc u tin l Pepsi. Theo , s n phm
ca Kinh s c bn c quyn ti trn 200,000 im bn l ca Pepsi v ngc
li.Vic hp tc vi mt trong nhng cng ty nc gii kht hng u th gii khng
nhng gip cho Kinh gia tng sn lng tiu th m cn lm gia tng gi tr thng
hiu khi thng hiu ca Kinh khi snh vai cng vi thng hiu ca Pepsi. Do tnh
cht ma v, mt s sn phm bnh ko khng th bn sut nm nn KDC v ang c
chin lc ti a ha h thng phn phi ca mnh nh hp tc vi i tc chin lc Glico.

49

Vi mng li phn phi tri khp, cc sn phm ca Kinh c bn rng ri

hu nh mi khu vc t thnh ph n nng thn, a Kinh tr thnh nh sn xut
bnh ko hng u Vit Nam vi th phn gn 30%.
b. K hoch kinh doanh mi
Trong giai on hin ti, Kinh y mnh m rng c chiu rng v chiu su ca
ngnh thng qua chin lc mua bn v st nhp (M&A) cc cng ty trong ngnh hng
ti tr thnh Tp on Thc phm hng u Vit Nam.
Bn cnh , ngnh bn l ca Kinh ang i theo hng pht trin mi. Hin ti,
Kinh ang tip tc xy dng chui Kinh Bakery v m hnh K-Do Bakery & Caf
mi. Trong thi gian ti, Kinh tp trung vo xy dng v qun l chui ca hng, siu
th, chui ca hng tin li v cc trung tm thng mi. Sau y l bng d kin khai
trng mt s ca hng mi ca Kinh trong nm 2015:
Chi
Kiu ca hng

a im

ph Chi ph d
kin kin

mi thng
Ca hng K-Do
Bakery & Caf

L Dun , Qun 1, H Ch Minh

Ca hng Kinh Quc L 91B, Qun Ninh Kiu,

Bakery

Cn Th

Ca hng Kinh Khu Dn C Hng Ph 1, Hng

Bakery
Ca hng K-Do
Bakery & Caf

Thnh, Qun Ci Rng, Cn Th

Trn Hng o, Qun 5, HCM

mi

nm

Thi gian
d kin

60,000,000 720,000,000 15/05/2016

7,000,000

84,000,000

04/09/2016

5,000,000

60,000,000

20/07/2016

32,000,000 384,000,000 07/06/2016

Theo d kin, Kinh s khai trng thm 4 ca hng t ngy 15/05/2016 n

ngy 04/09/2016. Ti H Ch Minh, 2 ca hng thuc m hnh K-Do Bakery & Caf s
c xy dng ti cc khu vc trung tm l qun 1 v qun 5, ni ng dn c v nhiu
khch hng mua sm. Tng t, 2 ca hng Kinh Bakery s c xy dng trong 2 siu
th ln Cn Th, ni hng ngy n hng trm n hng ngn lt khch ra vo. iu
ny s gip Kinh m rng hnh nh v n gn khch hng hn, cng thun li cho
khch hng la chn v mua sn phm hn.

50

Metro Cn Th

Big C Cn Th

Trn Hng o, qun 5, H Ch Minh

51

Diamond Plaza, Qun 1, H Ch Minh

Kinh lun thc hin li cam kt mang n nhng tri nghim mua sm th v,
hp dn v tin li cho mi ngi trong tng phn khc th trng. Cc im bn l c
u tin t cc v tr trung tm hoc tin li nhm tn dng tc tng trng cc khu
vc c mt dn c pht trin nhanh v cc th mi. Ti hu ht cc ca hng tp ha
v siu th bn l, cc sn phm thuc dng crackers AFC u c trng by gn ni ra
vo, d quan st v ngang tm mt, rt d thu ht s ch ca ngi mua hng v thun
tin cho khch hng chn la sn phm.

Hnh 7.3.4.c. V tr sn phm crackers AFC trong siu th Co.op Mart

52

7.4. Xy dng chin lc chiu th

7.4.1. Qung co
C rt nhiu loi hnh qung co, ty thuc vo mt hng, phn khc th trng cng
nh l tnh hnh ti chnh c a cng t m chng ta s la chn nhng loi hnh qung co
sao cho ph hp. i vi dng sn phm bnh AFC ca Kinh , chng ta s chn nhng
loi hnh sau ph hp nht vi nhm khch hng chng ta hng ti.
7.4.1.1. Qung co trn truyn hnh
Mc ch:
-

Khai thc nhng nhu cu tim n ca ngi tiu th.

Thu ht cnhiu lt, nhiu ngi bit n sn phm.

- li d m kh lu trong lng khch hng.

Nhc im: Tiu tn kh nhiu chi ph v phi u t cao cho mi clip qung co.
Ch tiu nh gi: Qung co trn truyn hnh, ch tiu nh gi da vo khung gi pht
sng v thi lng cip qung co
Chi ph: Chi ph lm mt clip qung co di khong 15-20 giy trung bnh dao ng
khong 30 triu ng n 60 triu ng.
Mt nm chng ta s lm khong 3-4 clip qung co ty vo tnh hnh tung s n phm mi
v vo cc dp l hi quan trng trong nm, v d: Tt c truyn, H, Ging Sinh
Chng ta s chn khung gi vng xut hin vi 15s qung co, chng ta s xut hin lin
tc trong 1 tun vi gi 30 triu/ tun. Nh vy trong 1 nm chng ta s tn khong gn
600 triu cho vic duy tr qung co. Thi gian xut hin qung co chng ta ch yu tp
53

trung vo khong thng 12 nm 2015 v ko di n thng 2 nm 2016. y l khong

thi gian nhiu s kin quan trng nh Ging Sinh, Tt Dng Lch, Tt Nguyn n l
nhng dp m sc mua mnh nht trong nm. Ngoi ra chng ta s la chn qung co vo
thng 6 v thng 7 nm chng ta s i qua gi 21h30 khung gi pht song chng trnh
The Voice thay cho chng trnh lc 21g nh cc thng trc.(Cha tnh n chi ph lm
cc clip qung co). La chn gi C16N trong chng trnh Ging ht Vit, di qung
co 15 giy, c gi 120 triu VN/tp*8 tp = 960 triu VN. Ngoi ra, ti tr chng
trnh The Voice 2 t VN
Tng ngn sch: 30,000,000* 20 + 2,000,000,000 + 120,000,000*8 = 3,560,000,000 VND
(Ba t nm trm su mi triu ng)

Ngun: http://www.mediafire.com/
7.4.1.2.Qung co trn Yoube
Mc ch:
-

Cung cp cho ngi tiu dng thng tin sn phm chi tit hn

Nng cao nhn thc v bi dng thm tnh cm cho ngi xem, c gn lin vi

cc s kin quan trng trong nm.

Nhc im: Kh tm kim hn cc trang truyn thng qua mng Internet khc nh
Facebook, bo mng ch yu mi ch c cc bn tr v mt phn gii nhn vin vn
phng s dng, cn hn ch v phn khc khch hng trung nin, cc ch em ni tr v cc
vng nng thn cha pht trin.
Chi ph: Chng ta s lm cc clip gn vi cc s kin quan trng trong nm cng nh theo
2 dng sn phm mi l bnh dnh cho ph n mang thai v bnh AFC v tht nng Cc
s kin trong nm AFC hng n l clip v Cho h- Cho nhng chuyn i v nhng
ba n vui m dinh dng Cay cay si ng cng v tht nng (Ra mt dng sn phm
mi v tht nng). m p ma l hi Ging sinh an lnh v Chc mng nm mi, Tt c
truyn Cng AFC n Tt on vin. 8/3- Mt na yu thng ca Th Gii kt hp ra
mt dng sn phm bnh AFC dnh cho ph n c thai.

54

Mi clip trung bnh mi clip trung bnh khong t 5,000-10,000 USD, tng ng
110,000,000 210,000,000/clip.
3 * 160,000,000 = 480,000,000 VND ( Bn trm tm mi triu ng)
Cng chi ph qung co Youtube hin th clip ca chng ta thu ht c nhiu lt xem.
Chng ta chn Gi s 3 l 25 triu/thng. Chng ta qung co trong 6 thng.
25,000,000 * 6 = 150,000,000 ( Mt trm nm mi triu ng)
Nh vy tng chi ph b ra cho dch v qung co trn Youtube l
480,000,000 + 150,000,000 = 630,000,000 VND ( Su trm ba mi triu ng)

Ngun: http://quangcaosieutoc.com/
7.4.1.3.Qung co trn Facebook
Mc ch:Khng ch thu c hiu qu v gii thiu, gip ngi tiu dng nh n sn
phm m thng qua cn gii thiu cho khch hng bit c nhng chng trnh
khuyn mi, thng tin s n phm mt cch r rng v cn l mt trong nhng knh bn
hng trc ruyn.
Nhc im: Facebook ch yu mi ch c cc bn tr v mt phn gii nhn vin vn
phng s dng, cn hn ch v phn khc khch hng trung nin, cc ch em ni tr v cc
vng nng thn cha pht trin.
Ch tiu nh gi: Khc vi qung co trn truyn hnh, ch tiu nh gi da vo khung
gi pht song v thi lng cip qung co. Facebook ch tiu nh gi da trn s lng
55

bi c ng ti trong 1 ngy v s lng ngi tip cn bi vit . Cng nh s lng

ngi like trang Facebook v theo di thng tin trang ch mt cch thng xuyn.
Chi ph: Chng ta c cc mc chi ph nh sau
-

109,106 tng ng vi 18-74 likes/bi

218,212 tng ng vi 37-147 likes/bi

327,318 tng ng vi 55-221 likes/bi

436,424 tng ng vi 74-294 likes/bi

Nh vy chng ta s chn mc chi ph 327,318 / bi. Nh vy s thu ht c lt

like nht nh v khng qu tn km chi ph. V d tnh s Pin 370 bi/nm. Mi ngy s
Pin 1 bi v i vi cc dp l ln nh 8/3, ngy ca cha, cho h, trung thu, Ging sinh Tt Dng Lch, Tt c truyn s Pin 2 bi/ngy.
Tng chi ph Pin bi: 327,318 * 370 = 121,107,660 (Mt trm hai mi mt
triu mt trm l by ngn su trm su mi ng)
7.4.1.4. Qung co qua bo mng
Mc ch: Cng c thm mc nh n sn phm ca ngi tiu dng i vi nhn hiu
bnh cracker AFC.
Nhc im: Tng t nh Facebook, bo mng ch yu mi ch c cc bn tr v mt
phn gii nhn vin vn phng s dng, cn hn ch v phn khc khch hng trung nin,
cc ch em ni tr v cc vng nng thn cha pht trin. Ch yu mi ch thc hin mc
ch nhc khch hng nh n sn phm ch khng cung cp c nhiu thng tin sn
phm.
Ch tiu nh gi: V tr hin qung co, gc phi hay gc tri, trn hay di mn hnh,
Banner Top. Xut hin trn tt c cc trang ca s hay trn trang ch m thi.
Chi ph: y chng ta chn v tr Right side A1. Ngha l gc di, pha bn phi mn
hnh, hin ln tt c cc trang ca s. Xut hin trn trang bo mng chnh thng l bo
56

Phunu.com, Tuoitre.com, Vnexpress.net v Suckhoegiadinh.net v cng t p trung vo cc

khong thi gian quan trng ca Ma mua sm trong nm l thng 6,7,12 nm 2015 v
thng 1,2 nm 2016
Vi mc gi: 30,000,000 VN/tun
30,000,000 *20 = 600,000,000 VND (Su trm triu ng)

Ngun: http://luavietmedia.com/
7.4.1.5. Qung co qua Banner
Mc ch: L phng tin hu hiu ghi nh hnh nh sn phm mt cch t nhin nht,
gip thay i th hiu khch hng, gi s t m t tm kim c ngun khch hng
tim nng.
Nhc im: Kh thay i mu qung co, khng th t thc hin m bt buc phi thng
qua Cng ty qung co.
Ch tiu nh gi: Thu ht tm nhn v gi nh lin tc, thu ht mi i tng khch hng,
mi tui, mi tng lp.
Chi ph: Chng ta chn t bin hiu ti trc ng chnh nh hnh, vi bng qung co 2
mt v trng by trong 6 thng, chia lm 2 t. Mt t vo thng 6,7 nm 2015 (Cho h
v ra m sn phm mi- V tht nng) v thng 12/2015 3/2016 (Cho ma l hi v ln
u tin trn th trng bnh ko Vit Nam ra mt dng sn phm bnh dinh dng dnh
cho ph n c thai)
Vi mc gi 65,000 USD/nm tng ng 682,000,000 VND (Su trm tm mi hai
triu ng)

57

Ngun: http://quangcaosieutoc.com/
Tng chi ph qung co
600,000,000 + 630,000,000 + 600,000,000 + 121,107,660 + 682,000,000 = 2,633,107,660
(Hai t su trm ba mi ba triu mt trm l by nghn su trm su mi ng)
7.4.2. Cc chng trnh PR
7.4.2.1. Khai trng ca hng Kinh Do bakery L Dun (15/05/2016)

Thi gian:
-

7h00 sng: Chun b cho l khai trng.

T 9h00 n 9h30: n khch.

- 9h30: Ct bng khnh thnh v tuyn b khai trng ca hng.

Hinh thc:
58

- L khai trng ca hng Kinh Do bakery th h mi vi s xut hin ca nhng ca

s, din vin khch mi.
- Kt hp chng trnh tng voucher 1 triu ng cho 10 khch hng n ca hng
u tin.
Ngi tham d:
Khch mi:
o VIP:
-

Harry Lu Hong Thy Linh.

Mai Phng Thy, Trng Nam Thnh, Dim My 9x.

o Truyn thng gii tr: Khch mi l nhng phng vin ca nhng t bo ni

ting nh zing.vn, vnexpress.com, tui tr, knh 14 (D tnh 4 ngi).
o i din tp on Kinh (D tnh 3 ngi).
o Khch hng khc (D tnh 30 ngi).
MC: Trn Thnh v Khi My.
n v thc hin: Mediapro Ltd., Co.
Hoat ng:
-

i khnh tit n khch v hng dn khch mi n bn check-in.

Khch mi chp nh ti background ca chng trnh.

i din Tp on Kinh pht biu khai mc l khai trng ca hiu.

Tng qu cho khch mi:

VIP: Tng th VIP gim 20% khi mua hng ti cc chui ca hng Kinh Do Bakery
Khch hng n tham d: Tng th gim gi 5% khi mua hng ti cc ca hng Kinh Do
Bakery
Mc tiu:
-

To hiu ng khi ra mt ca hng, thu ht s ch ca gii cng chng.

nh v v tr ca Kinh trong lng khch hng l mt nhn hiu c bao ph

cao.
- y mnh doanh s cho ca hng trong 3 thng u tin.
Ngan sch:
Ngn sch cho khch mi:
-

Mai Phng Thy: 20 triu.

- Dim My 9x, Trng Nam Thnh, Harry Lu v Hong Thy Linh: mi ngi 10
triu (tng cng l 40 triu).
-

MC Trn Thnh: 10 triu.

59

Khi My: Lm MC v biu din 2 tit mc, tng cng 15 triu.

Ngn sch cho ca hng:

-

Trang tr: 30 triu.

Thc n nh cho Tea Break: 20 triu.

Qu tng: voucher 1 triu ng x 10 = 10 triu.

Tng cng: 145 triu VN.

7.4.2.2. Cuc thi "N cng s duyn dng"
y l hot ng thng nin ca
AFC nhm tm ra nhng gng mt
trin vng, c kh nng lm i din
thng hiu cho cng ty.
Thi gian: 1/12/2015-28/02/2016
Mc tiu:
- Tng lng khch hng quan tm
trn Fanpage ca AFC.
- Thu ht s quan tm ca gii truyn
thng.
- y mnh hnh anh ca AFC trong lng cng chng.
Hinh thc: Cuc thi nh, bnh chn, ng x v chm im trc tuyn theo ch N
cng s duyn dng"
i tng tham gia chng trinh: Ph n c tui t 20 ti 45 (ngy sinh tnh t 1993
n 1968), sinh sng v lm vic ti Vit Nam.
C cu gii thng:
Gii thng chung cuc:
-

01 Gii Nht th sinh ton nng chung cuc: 01 Iphone 6plus - 01 phiu mua hng

ti Zalora tr gi 5 triu ng
- 01 Gii chung cuc dnh cho th sinh c phong cch nht: 01 Ipad mini v 01 phiu
mua hng ti Zalora tr gi 2 triu ng
-

01 Gii chung cuc tp th (dnh cho cng ty c nhiu ngi tham gia nht): 1PMH

Zalora tr gi 03 triu ng
-

03 Gii khuyn khch chung cuc: Mi gii PMH Zalora tr gi 1 triu ng.

Gii thng vng (Dnh cho 50 th sinh vo vng 2):

- 50 Phiu mua hng Zalora, tr gi 200,000/ phiu

Ngn sch:
60

- Gii thng: 58 triu ng

- Chi ph in n poster: 3 triu ng
- Chi ph ng bi qua bo Zing.vn: mc Sng tr, top2: 15 triu ng*3 bi = 45 triu
- Ph vit bi: 4 triu/ bi*3 bi=12 triu
- Ph Pin bi trn Fanpage: 450 ngn/bi*10 bi=4 triu 500 nghn
- D tr ngn sch: 5 triu.
Tng ngn sch: 127,500,000 VN
7.4.2.3. Hi ch Doanh Nghip Hng Vit Nam cht lng cao

Thi gian: 1/3/2016-30/3/2016

Mc ch:
- Khng nh v th v cht lng sn phm ca Kinh
- Thu ht u t ca i tc nc ngoi
Hoat ng:
- T chc gian hng qung b sn phm, cho dng th sn phm AFC.
- i ng PG s t vn cho khch hng v cht lng sn phm AFC.
- Bc thm trng thng vi gii thng l mt phiu mua hng ti Zalora tr gi 5 triu
ng cho 3 khn gi may mn nht
Ngn sch: 124,800,000VN
- Ph dng gian hng:50,000,000VN
- Ph in n: 5 triu
- Phn thng: 3*5 triu=15 triu
- PG: mn theo ngy 800,000VN/ngy*3 ngy*2 PG=4,800,000VN
- Sn phm khuyn mi: 50,000,000VN
61

7.4.2.4. KIDO's Celebration

Thi gian trin khai: 1/5/2016-31/5/2016

Cc hoat ng trong ngy 22/05/2016.
a im: Nh thi u Nguyn Du.
Hinh thc: y l chui s kin bao gm tr chi vn ng, dng th sn phm ca Kinh
v m nhc KIDO's Celebration s c t chc vo ngy 22/05/2016
Thi gian:
-

T 8h00 n 22h00: T chc gian hng dng th cc sn phm ca Kinh

T 18h00 n 20h00: n nh ch ngi ca khn gi.

T 20h00 n 20h30: n khch.

- T 20h30 n 22h00: m nhc KIDO's Celebration.

ai din: Mediapro Co., Ltd.
-

Vn phng ti TP.HCM: 38 Nguyn Hu, phng Bn Ngh, qun 1.

T: (08) 38 494 262 0946 514 943 (Ms. Quyn).

Email: saigon@mediapro.vn

- Website: www.mediapro.vn
Ngi tham d:
Ca s: Sn Tng MTP, Khi My, Ng Kin Huy, Phm Qunh Anh, 365 Band.
Khch mi:
-

i din pha tng cng ty Kinh

i din ca nhng t bo ln hin nay nh zing, knh 14, vnexpress.

MC: Cng ty Mediapro s phn phi nhn s.

62

Hoat ng:
Dng khu vc dng th sn phm ca Kinh
Dng khu vc tr chi: Th thch cng bc nhy. Tr chi s l mt khu vc
khn gi c th tr ti nhy ca mnh trn nhng tm thm nhy tivi. Nhng khn gi
no c s im trn 1,000 s c tng mt phn qu l mt phiu mua hng ti Zalora tr
gi 500,000 ng (s lng 20 phiu).
Bc thm trng thng: Phn qu l mt chic in thoi Iphone 6 cho khn gi may mn
c m s ca chng trnh.
Chng trnh ca nhc KIDO's Celebration.
Ngan sch: 1,442,000,000 VN, trong :
Chi cho m ca nhc KIDO's Celebration: 1,000,000,000 VN (1 t ng).
Ct-x cho ca s: 165 triu
- Sn Tng MTP: ph tham gia s kin: 100 triu, ht 3 bi: 20 triu/bi*3 bi= 60 triu
- Khi My, 365 band: ph tham gia s kin: 20 triu, ht 3 bi: 5 triu/bi*3 bi=15 triu
Tng tin: 35 triu*2=70 triu
- Ng Kin Huy, Phm Qunh Anh: ph tham d s kin: 10 triu, ht 3 bi: 2 triu/bi*3
bi
Tng tin: 32 triu
Ngn sch cho cng ty t chc s kin: 200,000,000 VN.
Qu tng:
-

Phiu mua hng tr gi 500,000 x 20 = 10,000,000 VN.

1 chic in hoi IPhone 6 = 17,000,000 VN.

D tr chi ph khc: 50,000,000 VN.

Mc tiu:
Thu ht mi quan tm ca gii truyn thng.
y mnh hnh nh Kinh , c bit l sn phm AFC trong lng cng chng, c bit
l gii sinh vin.
7.4.2.5. AFC thp sng tng lai
Thi gian: T ngy 01/07/2016 n 30/08/2016
Hinh thc: Tng 100 sut hc bng tr gi 5 triu ng/sut cho tr em ngho cc tnh ty
Bc bc b, min trung: cc tnh Qung Bnh,Qung Tr, Qung Ngi
Ngan sch:
Trao tng 100 hc bng cho hc sinh ngho vt kh, mi sut tr gi 5 triu ng =
500,000,000 VN
63

- In n, chp nh, chi ph khc: 10,000,000VN

Tng cng: 510,000,000VN
Mc ch: ng gp v s pht trin ca cng ng. Nng cao hnh nh ca Kinh trong
mt cng ng Vit Nam.
7.4.2.6. Ngy hi dinh dng

Thi gian: 1/09/2016-30/11/2016

Mc ch:
-

Gii thiu sn phm ca AFC n ngi tiu dung trong c nc

- Tng sn lng bn sn phm ti cc khu vc

Hinh thc: T chc chng trnh t vn dinh dng cho b m v tr em ti cc ch lns
cua cc tnh thnh Hi Phng, H Ni, Nng, Khnh Ho, ng Nai, Bnh Dng, Bnh
Phc, Cn Th
Hoat ng:
- T chc pht Cm nang t vn dinh dng min ph cho ngi dn
- Khuyn mi sn phm AFC - mua 2 tng 1
Ngn sch: 52,000,000VN
- In n Brochure: 10,000 cun*3,000/cun= 30,000,000VN
- in n Standee: 10 triu
- PG: mi bui 3 PG, lng 100,000VN/gi* 5 gi*3 bui/a im* 8 a im=
12,000,000 VN

64

7.4.2.7. Noel ngt ngo

Thi gian: 1/12/2016-31/12/2016

Mc ch:
-

Xc tin hnh nh ca bnh AFC trong lng khch hng

Kch thch vic tiu dng sn phm bnh AFC, gip khch hng c nhiu tri
nghim v cc hng v ca sn phm hn.

Tng cng doanh thu t vic bn cc gi sn phm qu tng

Hnh thc:
-

Tng 01 gu bng cho khch hng khi khch hng su tm 7 v hp AFC 200g

thuc tt c hng v v em n ca hng Kinh Bakery. Chng trnh ko di n ht

31/12/2016 hoc n khi ht qu.
- T chc bn gi sn phm qu tng ca Kinh trn khp cc siu th v ca hng
Kinh Kakery trong c nc. (Xem ph lc: bng gi gi sn phm Noel Ngt
Ngo)
-

t cc cng cho AFC trong cc khu mua sm ti chui siu th Co.op Mart Si
Gn (Bao gm Co.op Mart Nguyn nh Chiu, Cng Qunh, L Thng Kit,
Nguyn Vn Linh), song song l i ng PG s tip th v sn phm cho khch
hng.

Ngn sch:
-

In n qung co: 20,000,000VN

In Cng tro: 4,500,000VN/cng tro*4=18,000,000VN

Gu bng: 1,000 con*50,000VN/con=50,000,000

Chi ph bao gi cho gi sn phm: 10,000 phn * 30,000VN/phn =
300,000,000VN

PG: 100,000VN/h * 8h * 30 ngy * 2ngi/im *4 im = 192,000,000VN

Tng cng: 580,000,000VN

65

7.4.2.8. i hi khch hng

Thi gian: nh k 06 thng/ ln, vo cc thng 06/2015, 12/2015, 06/2016, 12/2016 .

Mc ch:
-

Nng cao mi quan h gia cc khch hng l i l v cng ty

- to mi quan h bn vng vi cc khch hng ln

Hnh thc: Lnh o cng ty pht biu v nhng mc tiu t c trong nm, cng
nh cc chnh sch mi trong giai on 6 thng tip theo cho khch hng. Tic buffet sang
trng c t chc ti trung tm hi ngh Sheraton qun 1.
Hot ng: Cc hot ng c s phi hp thc hin ca i tc l b phn t chc s
kin ca Khch sn Sheraton
-

13.00-13.30: n khch

13.30 -15.00: Pht biu ca ban lnh o v tnh hnh hot ng ca 06 va qua

15.00-15.30: Tic tea-break

15.30-16.30: Lnh o pht biu v mc tiu 6 thng v b mc i hi

16.30-19.00: tic buffet

Ngn sch: Chi ph cho mi ln i hi khch hng

- T chc i hi khch hng: 300,000,000 VN
-

Tea-break: 200,000VN/ngi*500 ngi = 100,000,000VN

Buffet: 1,100,000VN/ngi *500 ngi = 550,000,000VN

Tng ngn sch (300+550+100)*4=3,800,000,000VN.

66

BNG TNG KT HOT NG MARKETING SN PHM AFC

67

PHN D: CH TIU NH GI, O LNG HIU QU

Chng 8: Xy dng tiu ch lng v nh gi kt qu
8.1. Thit lp tiu ch nh gi kt qu
a. Mc t ch tiu bn hng
% t ch tiu=

1,047,103

= 104%

1,003,829

b. Tc tng trng bn hng

% Tng trng=

1,317,156
1,129,500

-1= 16.61 % (Qu 4)

c. u t bn hng
% Chi ph bn hng=

250,803.8
5,985,668

= 4.19%

d. Khuyn mi
% Khuyn mi=

610
5,985,668

= 0.0102%

8.2. Chnh sch thng, phat

1. Thng nh phn phi
T l chit khu cho nh phn phi l knh bn l trung bnh l 2%.
Ngoi ra Nh phn phi cn c hng thm ch thngt ch tiu bn hng trong k
v chit khu cng n.
% t ch tiu

% Thng

80%

0.5%

90%

0.7%

100%

1.0%

110%

1.2%

120%

1.5%

2. Thng nhn vin bn hng theo thng

Mc lng c bn : 3,000,000VN/Thng
Doanh thu bn hng ti thiu : 5,000,000VN/thng
68

 Ch tiu doanh s: 40.000.000ng/ thng

STT

Thng

Tng thu

thu bn

mc t

nhp

trong thng

doanh thu

thng

Mc doanh

Ph cp

>5,000,000

3,000,000

>10,000,000 200,000

500,000

3,700,000

>17,000,000 200,000

800,000

4,000,000

>25,000,000 500,000 1,000,000 4,500,000

>35,000,000 700,000 1,400,000 5,100,000

=40,000,000 900,000 2,100,000 6,000,000

Nhn vin bn hng bn vt doanh thu 40,000,000 mc vt v thu nhp c tnh nh

sau: ( Mc vt doanh thu 40,000,000) * 5% + 6,000,000
iu kin: c thng vt ch tiu doanh s trn, nhn vin qun l c thc thu
n ng hnkhng n qu hn trc 2 thng lin k ( tr cc i l c duyt mc tn
dng). Ngoi ra, nu vt 3 thng lin mc trn 20% s c thng thm 1%.
Ghi ch:Khch hng n qu hn hoc khng c kh nng chi tr , nhn vin qun l c
trch nhim thanhton cho cng ty.

69

KT LUN
K t khi xut hin ti th trng bnh ko Vit Nam, c th ni AFC lm c
mt thnh cng l tr thnh mt trong nhng nhn hng ca Kinh c nhiu ngi
tiu dng bit n, m rng h thng bn hng rng khp c nc nh hin nay. Tuy nhin,
vic l mt thng hiu lu i v t c s thay i, lm mi v c chtlng ln hnh thc
l mt ro cn khng nh ca AFC trong tm tr ngi Vit. Nhm thay i t duy ny,
AFC phi b ra mt khon chi ph khng nh cho vic chit khu gi thnh v b sung
cht dinh dng to ra sn phm tht dinh dng cho ngi tiu dng trong sut qu
trnh 18 nm hnh thnh v pht trin.
Bi tiu lun ny xy dng mt chin lc Marketing hon ton mi cho AFC
cng nh a raa nhng n thay i v mu m v cht lng trong thi gian sp ti.
Cc gii php a ra nhm khc phc mt s im yu v sn phm nh mu m bao b, s
a dng v cht lng v to s t ph trong thi trng bnh ko khi ln u tin cho ra
mt sn phm bnh Cracker dinh dng cho ph n c thai.
Chin lc Marketing mi cng nh hng kh r vic pht trin ca hng, hnh
thc qung co mi l,hp dn ni tiu dng c a AFC trong thi gian ti. Ngoi ra bo
co cung ch ra rng, trong thi gian sp ti AFC s u t cho vic qung b v cho ra mt
dng sn phm mi, c bit l tithnh ph H Ch Minh, ni c ngun khch hng rng
ln v y tim nng.
Vic tm hiu v thc hin ti Xy dng chin lc marketing cho nhn hiu
AFC ca cng ty c phn Kinh to ra mt k hoch pht trin ngy cng hon thin
hn, a ra nhng sangkin thay i nhm mang li hiu qu marketing ti u nht. Do
cha c nhiu kinh nghim thc t cng nh kin thc v thi gian hn ch nn chng ti
cha th nghin cu chuyn su v a ra nhng gii php tt nht c mt ti hon
thin, mang tnh cht ng dng cao hn.

70

PH LC
Bng gi: Gi sn phm qu tng Noel Ngt Ngo
Khung gi
100,000150,000

Loi sn phm
Bnh Cracker
Bnh Cracker

Khi lng

Tn sn phm
AFC 4in1

350gr

Hp giy
AFC 4in1 hp

200gr

giy
Cosy hp

Bnh Cookies

Mi v
La m,rau
ci
B bt tt

Gi bn
( VN )
35,000
15,000

Kp kem, rc

giy quai

390gr

ht, socala,

49,000

b sa

xch
KoKo Choco
Ko socola

hp giy ch

400gr

Thp cm

800gr (4

La m,rau

hp/thng)

ci

200gr

V to bin

69,000

nht
150,000200,000

Bnh Cracker
Bnh cracker

AFC
AFC 4in1 hp
giy
Traditional

475gr

hp thic trn
Ko socola
Snack
250,000400,000

Bnh cracker
Bnh cracker

23,500

Bnh b

Korento
Bnh Cookies

79,000

truyn thng

122,000

Chu u

KoKo Choco

132gr

hp vung
Slide khoai

75gr

ty lon

632gr(6

AFC

giy

Thm cay, t
nhin

29,000
20,000

Ng cc

69,000

200gr

Sot Sanbal

23,500

396gr

Du, da

47,000

hp/thng)

AFC 4in1 hp

Thp cm

Solite bng
Bnh Bng lan

lan cuc hp
giy quai
xch

Bnh cookies

Korento

804gr

Traditional
71

Bnh b
truyn thng

195,000

hp thic trn
Ko Socola

chu u

Chivalry hp

560gr

bt gicc

Thp cm

102,000

Vang Lt
Ru

(Red Wine

750ml

71,000

Export )
500,000700,000

Bnh Cracker
Bnh Cracker

AFC

800gr

AFC 4in1 hp

350gr

giy
Cosy hp

Bnh Cookies

Bnh qu
Snack
Ru

ci
B bt tt
Kp kem, rc

thic vung

700gr

ht, Socola,

79,000
35,000
120,000

b sa

cao
Ko Socala

La m, rau

Chivalry hp
bt gicc
Paleno lon
Slide khoai

560gr

Thp cm

102,000

140gr

Socola, du

20,000

75gr

ty lon
Auchentoshan
12 Y.O

Thm cay,t
nhin

20,000

50ml/40%

150,000

50ml/40%

320,000

Nikka
Ru

Taketsuru 12
Y.O

72

73

74