B GIO DC V O TO

TRNG I HC NGOI THNG

----------------------------------------

PHAN HNG LINH

QUN TR MARKETING TI CNG TY C PHN DT

MA NG TRONG BI CNH HI NHP KINH T
QUC T

LUN VN THC S QUN TR KINH DOANH

H NI - 2008
 B GIO DC V O TO
TRNG I HC NGOI THNG
----------------------------------------

PHAN HNG LINH

QUN TR MARKETING TI CNG TY C PHN DT

MA NG TRONG BI CNH HI NHP KINH T
QUC T

Chuyn ngnh: Qun tr kinh doanh

M s : 60.34.05

LUN VN THC S QUN TR KINH DOANH

NGI HNG DN KHOA HC:

TS. L Th Thu Thu

H NI - 2008
 LI CM N

Trong qu trnh thc hin lun vn, ti nhn c s gip h tr

ca cc thy c gio, bn b ng nghip.
Ti xin c bit by t lng bit n su sc n Tin s L Th Thu Thu
ngi ch bo tn tm, nhit tnh gip ti trong sut qu trnh thc
hin lun vn.
Ti xin chn thnh cm n cc thy c gio trng i hc Ngoi
thng, Khoa Sau i hc trng i hc Ngoi thng gip ti hon
thnh lun vn ny.
Ti cng xin chn thnh cm n s quan tm gip ca cc bn b
ng nghip, gia nh to iu kin, h tr, ng h v tinh thn ti c
th hon thnh lun vn.
Do hn ch nng lc v thi gian nghin cu, lun vn chc chn
khng trnh khi nhng sai st, tc gi rt mong c s gp ch bo ca
thy c, cc bn b v ng nghip.

H Ni, ngy 30 thng 5 nm 2008

Tc gi
Phan Hng Linh
 DANH MC CC CH VIT TT
Tn vit tt ting ANH
Vit tt Ting Anh Ting Vit
AMA American Marketing Association Hip hi Marketing M
CMT Cut Make and Trim Gia cng
GDP Gross Domestic Product Tng sn phm quc ni
NTR Normal Trade Relations Quan h thng mi bnh thng
PNTR Permanent Normal Trade Relations Quy ch quan h thng mi bnh
thng vnh vin.
WTO World Trade Organisation T chc thng mi th gii

Tn vit tt ting vit

Vit tt Ting Vit
CBCNV Cn b cng nhn vin
HQT Hi ng qun tr
KCS Kim tra cht lng sn phm
LTL Lao ng tin lng
TNHH Trch nhim hu hn
XTHH Xc tin hn hp
 DANH MC CC BNG
Bng 1.1 : Cc cng c truyn thng Marketing. .....Error! Bookmark not defined.
Bng 2.1: Doanh thu ca Cng ty c phn Dt Ma ng ..... Error! Bookmark not
defined.
Bng 2.2: Tnh hnh lao ng ca Cng ty c phn Dt Ma ng................. Error!
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Bng 2.3: C cu kim ngch xut khu sang cc khu vc th trng qua cc nm
................................................................................Error! Bookmark not defined.
Bng 2.4: C cu lao ng ca Cng ty c phn Dt Ma ng. . Error! Bookmark
not defined.
Bng 2.5: Gi thnh sn phm ca Cng ty c phn Dt Ma ng. .............. Error!
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Bng 3.1: Tc tng trng ca ngnh dt may Vit nam ... Error! Bookmark not
defined.
Bng 3.2: Cc ch tiu chin lc pht trin ngnh dt may Vit Nam. ........... Error!
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Bng 3.3: Mc tiu tc tng trng ca Cng ty c phn Dt Ma ng. .. Error!
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Bng 3.4: Mc tiu pht trin ca Cng ty c phn Dt Ma ng. ............... Error!
Bookmark not defined.
Bng 3.5: K hoch sn xut kinh doanh nm 2008 Cng ty c phn Dt Ma
ng........................................................................Error! Bookmark not defined.

DANH MC CC HNH V
Hnh 1.1: S quy trnh qun tr Marketing...........Error! Bookmark not defined.
Hnh 1.2: Cc lc lng ca mi trng Marketing vi m ..... Error! Bookmark not
defined.
Hnh 1.3: Qu trnh la chn mc tiu v nh v th trng. . Error! Bookmark not
defined.
Hnh 1.4: M hnh 5 lc lng cnh tranh ca Michael Porter ..... Error! Bookmark
not defined.
Hnh 1.5: M hnh la chn th trng mc tiu ca doanh nghip. ................ Error!
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Hnh 1.6: Qu trnh lp chin lc kinh doanh ca doanh nghip. Error! Bookmark
not defined.
Hnh 1.7: Cc cp cu thnh sn phm ................Error! Bookmark not defined.
Hnh1.8: Cc nhn t nh hng n quyt nh v gi ......... Error! Bookmark not
defined.
Hnh 2.1: C cu t chc Cng ty c phn Dt Ma ng..... Error! Bookmark not
defined.
Hnh 2.2 : Phn xng dt - Cng ty c phn Dt Ma ng Error! Bookmark not
defined.
Hnh 2.3 : Kim ngch xut khu ngnh dt may Vit Nam .... Error! Bookmark not
defined.
Hnh 2.4 :Doanh thu ca Cng ty c phn Dt Ma ng ..... Error! Bookmark not
defined.
Hnh 2.5 : Ngun cung ng nguyn liu ca Cng ty c phn Dt Ma ng. Error!
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Hnh 2.6 : Sn lng xut khu v ni a ...............Error! Bookmark not defined.
Hnh 2.7 : Phn loi sn phm theo tui ..............Error! Bookmark not defined.
Hnh 2.8: Phn on sn phm theo tm l tiu dng ............. Error! Bookmark not
defined.
Hnh 2.9: Phn on theo c cu sn phm ..............Error! Bookmark not defined.
Hnh 2.10: S hot ng phn xng Si............Error! Bookmark not defined.
Hnh 2.11: S hot ng phn xng Dt ...........Error! Bookmark not defined.
Hnh 3.1: T chc b my mi ca Cng ty c phn Dt Ma ng. ............. Error!
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MC LC

Trang ph ba
Li cm n
Mc lc
Danh mc cc ch vit tt
Danh mc cc bng
Danh mc cc hnh v
M u .................................................................................................................... 1
Chng 1: L lun c bn v qun tr Marketing .....Error! Bookmark not defined.
 1.1 Khi nim, vai tr ca Qun tr marketing .......Error! Bookmark not defined.
1.1.1 Nhng khi nim c bn v Marketing. Error! Bookmark not defined.
1.1.2 Khi nim v qun tr Marketing: .........Error! Bookmark not defined.
1.1.3 Vai tr ca qun tr Marketing trong doanh nghip. . Error! Bookmark
not defined.
1.2 Quy trnh qun tr Marketing trong doanh nghip. ......... Error! Bookmark not
defined.
1.2.1 Phn tch mi trng Marketing. ..........Error! Bookmark not defined.
1.2.2 La chn th trng mc tiu v nh v th trng .. Error! Bookmark
not defined.
1.2.3 Thit lp chin lc v lp k hoch Marketing . Error! Bookmark not
defined.
1.2.4 Hoch nh cc chng trnh Marketing ............. Error! Bookmark not
defined.
1.2.5 T chc thc hin v kim tra Marketing ........... Error! Bookmark not
defined.
CHNG 2: Thc trng cng tc qun tr Marketing ti cng ty c phn Dt Ma
ng........................................................................Error! Bookmark not defined.
2.1 Cng ty c phn Dt Ma ng ......................Error! Bookmark not defined.
2.1.1 Gii thiu cng ty c phn Dt Ma ng ......... Error! Bookmark not
defined.
2.1.2 Chc nng nhim v v c cu t chc b my qun l Cng ty c
phn Dt Ma ng ......................................Error! Bookmark not defined.
2.1.3 Tnh hnh hot ng sn xut kinh doanh ca Cng ty c phn Dt Ma
ng. ............................................................Error! Bookmark not defined.
2.2 Tng quan th trng ngnh dt may v phn tch SWOT Cng ty c phn Dt
Ma ng .............................................................Error! Bookmark not defined.
2.2.1 Tng quan th trng ngnh dt may. ...Error! Bookmark not defined.
2.2.2 Phn tch SWOT Cng ty c phn Dt Ma ng .... Error! Bookmark
not defined.
2.3. Thc trng cng tc qun tr Marketing ca Cng ty CP Dt Ma ng
.............................................................................Error! Bookmark not defined.
2.3.1 Cng tc phn tch mi trng marketing ca Cng ty c phn Dt
Ma ng .....................................................Error! Bookmark not defined.
 2.3.2 Cng tc la chn th trng mc tiu ca Cng ty c phn Dt Ma
ng. ............................................................Error! Bookmark not defined.
2.3.3 Thc trng vic xy dng chin lc kinh doanh ca Cng ty c phn
Dt Ma ng ..............................................Error! Bookmark not defined.
2.3.4 Hoch nh cc chng trnh Marketing ca cng ty CP Dt Ma ng
.....................................................................Error! Bookmark not defined.
2.3.5 T chc thc hin v kim tra cc hot ng marketing ca cng ty CP
Dt Ma ng ..............................................Error! Bookmark not defined.
2.4 nh gi chung v cng tc qun tr Marketing ti cng ty c phn Dt Ma
ng ......................................................................Error! Bookmark not defined.
2.4.1 Nhng thnh tu t c ...............Error! Bookmark not defined.
2.4.2 Nhng tn ti ca cng tc qun tr Marketing ti Cng ty c phn Dt
Ma ng .....................................................Error! Bookmark not defined.
2.4.3 Nguyn nhn ca tn ti .......................Error! Bookmark not defined.
Chng 3: cc gii php hon thin hot ng qun tr Marketing ti Cng ty c
phn Dt Ma ng. ...............................................Error! Bookmark not defined.
3.1 Phng hng pht trin ngnh dt may n nm 2020 Error! Bookmark not
defined.
3.1.1 Quan im pht trin v mc tiu ca ngnh dt may Vit Nam n
nm 2020 ......................................................Error! Bookmark not defined.
3.1.2 nh hng pht trin cho ngnh dt may n nm 2020 ............ Error!
Bookmark not defined.
3.2 Quan im v nh hng pht trin ca Cng ty c phn Dt Ma ng n
nm 2020 ..............................................................Error! Bookmark not defined.
3.2.1 Quan im pht trin ............................Error! Bookmark not defined.
3.2.2 Mc tiu ...............................................Error! Bookmark not defined.
3.2.3 nh hng pht trin ..........................Error! Bookmark not defined.
3.3 Cc gii php hon thin hot ng qun tr Marketing ti Cng ty c phn
Dt Ma ng. .....................................................Error! Bookmark not defined.
3.3.1 Cc kin ngh v pha Nh Nc. .........Error! Bookmark not defined.
3.3.2 Nhng gii php chung cp cng ty......Error! Bookmark not defined.
3.3.3 Cc gii php cp b phn Marketing. ..Error! Bookmark not defined.
Kt lun ...................................................................Error! Bookmark not defined.
Danh mc ti liu tham kho .................................................................................104
 1

M U
1. Tnh cp thit ca ti
Dt may l mt trong nhng ngnh kinh t mi nhn ca kinh t Vit Nam vi
doanh thu xut khu lin tc tng u qua cc nm, ring nm 2007 kim ngch xut
khu t 7.8 t USD [12], tng 31% so vi nm 2006, chim 16% kim ngch xut
khu ca c nc, ngnh dt may ang ng gp ng k vo cng cuc xy dng
kinh t t nc. Vit Nam tr thnh thnh vin chnh thc ca t chc thng mi
quc t WTO. iu ny va em li c hi m rng th trng, tng th phn v
doanh thu cho cc doanh nghip dt may, va lm cho cnh tranh quc t tr nn gay
gt.
Cng ty c phn Dt Ma ng ra i t nhng nm 60 ca th k trc, tri
qua hn 50 nm hot ng n nay Cng ty vn gi vng sn xut v ngy cng pht
trin. Nm 2006, Cng ty dt len Ma ng chnh thc chuyn i t doanh
nghip nh nc sang cng ty c phn lm cho Ban lnh o Cng ty phi i mt vi
rt nhiu thay i v c cu v nhn s cng nh nhng kh khn khi khng cn s
bao cp ca Nh nc. S kin EU bi b hn ngch cho hng dt may ca Trung
Quc lm cho vic cnh tranh trong ngnh vn gay gt cng gay gt. Thm vo
l tnh hnh kinh t suy thoi nh v lm pht mc cao khin tnh hnh kinh doanh
ca cc doanh nghip u ri vo tnh trng kh khn. Trc nhng thch thc ,
vic ci tin cht lng v gi thnh sn phm, to ra s khc bit ca sn phm so
vi cc mt hng khc nhm thu ht khch hng l iu quan trng cc Cng ty tn
ti v pht trin.
Trong bi cnh cnh tranh gay gt nh vy, mun thnh cng trong kinh
doanh, cc doanh nghip v cc nh qun tr cn hiu bit cn k v th trng, v
nhng nhu cu v mong mun ca khch hng, v ngh thut ng x trong kinh
doanh. Philip Kotler cho rng trong th gii phc tp ngy nay, tt c chng ta u
phi am hiu Marketing [6], Marketing gip ban lnh o c nhng chnh sch ng
n v sn phm, v gi, v phn phi v cc bin php xc tin thng mi. Thc
hin tt cng tc Qun tr Marketing trong doanh nghip s lm cho cc chnh sch
 2

Marketing c vn dng mt cch hiu qu nht, gip ci tin trong cng tc qun l
s dng hp l cc ngun lc, gia tng hiu qu s dng vn, qun tr tt cc qu
trnh sn xut v la chn tt nhng cng c Marketing cnh tranh c hiu qu.
Phi thy rng hot ng Qun tr Marketing l mng ang rt yu v rt thiu ti cc
doanh nghip Vit Nam ni chung cng nh ti Cng ty c phn Dt Ma ng ni
ring. Cng ty c phn Dt Ma ng cn vn dng linh hot cc kin thc qun tr
Marketing nh hng li hot ng Marketing v nng cao hiu qu hot ng
qun tr Marketing ti cng ty mnh.
2. Tnh hnh nghin cu ca ti
Vic nghin cu, p dng qun tr Marketing ti Vit Nam hin cn l vn
kh mi m. c nhiu ti Nghin cu Khoa hc, Sch tham kho, Lun vn,
Kho lun tt nghip vit v Marketing, tuy nhin cc cng trnh nghin cu ny ch
cp n Marketing nh mt hot ng chc nng trong doanh nghip ch cha
cp n Qun tr Marketing vi t cch mt qu trnh lin tc nhm t mc tiu
marketing trn c s cc yu t nh hng bn ngoi v cc yu t bn trong doanh
nghip. Mt s tc gi phn tch v cng tc Qun tr Marketing ti mt s doanh
nghip hot ng trong lnh vc dch v nh hng khng, bu chnh vin thng hoc
ngn hng, nhng cha c ti no nghin cu v qun tr Marketing ti mt cng
ty hot ng trong lnh vc sn xut ni chung v lnh vc sn xut hng dt may ni
ring. V pha Cng ty c phn Dt Ma ng, cng c kh nhiu lun vn khc
nghin cu v Cng ty cc gc nghin cu khc nhau, nh ti chnh, cng tc
hch ton chi ph v tnh gi, hoc ci tin cc k thut dt, nhum v,v, nhng cha
c lun vn no cp n Qun tr Marketing, cng nh cha cp n vic nng
cao kh nng Qun tr Marketing ti Cng ty c phn Dt Ma ng.
Nng cao nng lc qun tr Marketing ang l vn cp thit t ra vi i
vi Cng ty c phn Dt Ma ng trong hon cnh cnh tranh ngy cng khc lit.
L thuyt v Qun tr marketing trn th gii hnh thnh, nhng p dng vo
mi doanh nghip, cn phi tnh n c th ngnh ngh, c th doanh nghip v.v th
khng th p dng ng lot. V vy, bn cnh mt s gii php thng thng chung
 3

cho hot ng marketing, cn t ra vn cp thit phi nghin cu k v qun tr

Marketing mt cch c h thng hn, p dng ph hp vi thc t ca Cng ty c
phn Dt Ma ng. Do vy vic lun vn nghin cu ti trn l hon ton mang
tnh c lp, khng b trng lp.
3. Mc ch nghin cu
Nghin cu nhng vn l lun c bn v qun tr Marketing.
nh gi thc trng hot ng qun tr Marketing ti Cng ty c phn Dt Ma
ng trong nhng nm gn y.
xut bin php hon thin cng tc qun tr Marketing ca Cng ty c phn
Dt Ma ng.
4. Nhim v nghin cu
Nghin cu thc trng v xut cc gii php nhm ci thin v nng cao
hiu qu cng tc qun tr marketing ti Cng ty c phn Dt Ma ng.
5. i tng v phm vi nghin cu
i tng nghin cu: Nghin cu nhng vn l lun v thc tin v hot
ng qun tr Marketing ti Cng ty c phn Dt Ma ng.
Phm vi nghin cu: Cc vn lin quan n hot ng qun tr Marketing
ca Cng ty c phn Dt Ma ng trong khong thi gian t nm 2003 n
thng 4/2008.
6. Phng php nghin cu
Lun vn nghin cu da trn phng php lun ca Ch ngha Mc - Lnin v
duy vt bin chng v duy vt lch s, cc quan im v hi nhp kinh t quc t, v pht
trin kinh t. Ngoi ra ti Lun vn cn p dng cc phng php nghin cu tng
hp nh: phng php phn tch, tng hp, phng php thng k, phng php so snh.
7. Kt cu ca lun vn
Ngoi Li M u, Kt lun, Mc lc, Danh mc ch vit tt, Danh mc cc
bng, biu v hnh v, Danh mc cc ti liu tham kho v Ph lc, Ni dung ca
Lun vn c cu thnh 3 chng chnh:
Chng I: L lun c bn v qun tr marketing
 4

Chng II: Thc trng hot ng qun tr Marketing ti Cng ty c phn Dt

Ma ng.
Chng III: Cc gii php hon thin hot ng qun tr Marketing ti Cng
ty c phn Dt Ma ng.
 5

CHNG 1
L LUN C BN V QUN TR MARKETING

1.1 KHI NIM, VAI TR CA QUN TR MARKETING

1.1.1 Nhng khi nim c bn v Marketing.

Thut ng Marketing c s dng ln u tin vo nm 1902 trn ging ng
trng i hc Michigan M, n nm 1910, tt c cc trng i hc Tng hp
M bt u ging dy mn hc ny. Trong sut gn na th k, Marketing ch c
ging dy trong phm vi cc nc ni ting Anh. Mi n sau chin tranh th gii ln
th hai, vo nhng nm 50 v 60 ca th k XX, Marketing mi c truyn b sang
Ty u v Nht Bn. Qu trnh quc t ha ca Marketing pht trin rt nhanh,
ngy nay, cc doanh nghip mun kinh doanh t hiu qu kinh t cao u cn phi
c s hiu bit v vn dng Marketing hin i.
Hin nay trong cc tc phm vit v Marketing trn th gii, c trn 2000 nh
ngha v Marketing, tuy nhin cc nh ngha y v thc cht khng ging nhau lm
v iu l th l cha c nh ngha no c coi l duy nht ng.
Hip hi Marketing M (AMA) th cho rng: Marketing l tin hnh hot ng
kinh doanh c lin quan trc tip n dng vn chuyn hng ho v dch v t ngi
sn xut ti ngi tiu dng [29] (nh ngha ny nhn mnh n h thng phn phi).
Vin Marketing Anh th nh ngha Marketing l qu trnh t chc qun l ton b
hot ng kinh doanh t vic pht hin ra sc mua, n vic bin sc mua thnh hin
thc, cho n vic sn xut v a hng ho ti ngi tiu dng cui cng nhm m
bo cho cng ty thu c nhng li nhun d kin [29]. Cn theo Philip Kotler th
Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhu cu v
mong mun ca h thng qua trao i [6]. Ngoi ra, cn rt nhiu cc khi nim v
nh ngha khc nhau v Marketing ca cc nh nghin cu th trng trn th gii.
Ni chung, c rt nhiu quan nim v Marketing, tuy nhin chng ta c th chia
lm 2 quan nim i din, l quan nim truyn thng v quan nim hin i. Quan
 6

nim truyn thng cho rng Marketing bao gm cc hot ng sn xut kinh doanh,
lin quan n vic hng dng sn phm t nh sn xut n ngi tiu dng mt
cch ti u. Cn quan nim hin i cho rng Marketing l chc nng qun l cng ty
v mt t chc v qun l ton b cc hot ng sn xut kinh doanh, t vic pht
hin ra v bin sc mua ca ngi tiu th thnh nhu cu tht s v mt sn phm c
th, n vic chuyn sn phm ti ngi tiu dng mt cch ti u.
Khi nim Marketing biu hin r s ch dn hng n con ng lp k
hoch, gip doanh nghip phn tch, cc i ha li nhun v lm tha mn nhu cu
tiu th sn phm. Doanh nghip cng cn quan tm n nhng im mnh v nhng
im yu ca mnh trong cc lnh vc chc nng hot ng khc nh sn xut, ti
chnh, k thut v nhn s. Cc k hoch Marketing cn phi to cn bng vi cc
mc tiu, nhu cu tiu th v kh nng ngun lc ca doanh nghip.

1.1.2 Khi nim v qun tr Marketing:

1.1.2.1 Khi nim v Qun tr

Qun tr c lch s kh lu i trong nn vn minh nhn loi v ngy cng
c khi qut ha thnh nhng l thuyt c tnh khoa hc cao. Thut ng qun tr
c hiu l qu trnh iu phi cc cng vic chng c th c hon thnh vi
hiu sut v hiu qu cao nht, bng v thng qua nhng ngi khc .
Qun tr l qu trnh lm vic vi v thng qua nhng ngi khc thc hin
cc mc tiu ca t chc trong mt mi trng lun bin ng. Trng tm ca qu
trnh qun tr l s cn bng gia kt qu v hiu qu ca vic s dng cc ngun ti
nguyn hn ch. [7, tr 8]
C 4 giai on chnh trong hot ng qun tr l giai on hoch nh, giai on
t chc, giai on ch huy / lnh o v giai on kim sot.
Hoch nh: Hoch nh l qu trnh xc nh cc mc tiu v mc ch m t
chc phi hon thnh trong tng lai v quyt nh v cch thc t c mc tiu
. Hoch nh bao gm 3 giai on: (i) Thit lp cc mc tiu (phng hng) cho
 7

t chc nh tng trng doanh thu, th phn, t sut li nhun..., (ii) Xc nh cc

ngun lc ca t chc c th s dng t c mc tiu , (iii) Quyt nh v
nhng hot ng cn thit t c mc tiu ra.
T chc: T chc l qu trnh to ra mt c cu cc mi quan h gia cc thnh
vin trong t chc, thng qua cho php cc thnh vin thc hin cc k hoch v hon
thnh cc mc tiu chung ca t chc. T chc hot ng hiu qu gip nh qun tr c
th phi hp tt hn cc ngun lc ca t chc. Qu trnh t chc bao gm thit lp cc
b phn, phng ban chc nng, xy dng cc bn m t cng vic, tuyn dng, b nhim
nhn s, hun luyn, pht trin ngun nhn lc cc thnh vin ca t chc c th ng
gp nhng n lc ca h vo thnh cng chung ca t chc, truyn thng tin, ch th,
mnh lnh n cc thnh vin trong t chc v nhn thng tin phn hi. thc y ng
vin nhn vin theo ui cc mc tiu la chn bng cch tha mn cc nhu cu v
p ng nhng k vng ca h thng qua cc gi tr vt cht v tinh thn.
Ch huy (giai on thc hic chc nng lnh o): Ch huy l vic a ra cc
mnh lnh, truyn t thng tin n mi ngi, ng vin, thc y h hon thnh
nhng nhim v cn thit thc hin mc tiu ca t chc.
Kim sot: Kim sot l qu trnh gim st ch ng mt cng vic hay mt t
chc thc hin nhim v v tin hnh nhng hot ng iu chnh cn thit. m
bo cho t chc lun i ng theo mc tiu la chn, qu trnh kim sot phi
c thc hin, iu chnh lin tc, nh qun tr thit lp tiu chun cng vic, o
lng mc hon thnh cng vic so vi cc tiu chun ra, so snh gia kt
qu v hiu qu, p dng cc bin php iu chnh hp l nu t chc khng t c
kt qu vi mc chi ph cn thit, hoc c s sai lch so vi tiu chun, v iu chnh
cc tiu chun nu cn thit. H thng kim sot phi lin tc gi cc tn hiu cho cc
nh qun tr v nhng im khng ph hp vi cc tiu chun c hoch nh
kp thi iu chnh cc im sai lch .
 8

1.1.2.2 Khi nim v Qun tr Marketing

thc hin nhng qu trnh trao i i hi phi tn rt nhiu cng sc v c
trnh nghip v chuyn mn. Qun tr Marketing xut hin khi t nht c mt bn
trong v trao i tim n nhng suy tnh v nhng mc tiu v phng tin t
c nhng phn c mong mun t pha bn kia. Nm 1985, hip hi Marketing M
a ra khi nim v qun tr Marketing nh sau: Qun tr Marketing l qu trnh lp
k hoch, v thc hin k hoch , nh gi, khuyn mi v phn phi hng ha, dch
v v tng to ra s trao i vi cc nhm mc tiu, tha mn nhng mc tiu
ca khch hng v t chc [5]
Khi nim v qun tr Marketing ca Philip Kotler c cho l kh y , theo ng
th: Qun tr Marketing l phn tch, lp k hoch, thc hin v kim tra vic thi hnh cc
bin php nhm thit lp, cng c v duy tr nhng cuc trao i c li vi nhng ngi
mua c la chn t c nhng mc tiu nh ca doanh nghip. [4].
Nh vy, hot ng Marketing mt doanh nghip hng theo quan im
Marketing hin i bao gm vic thc hin cc hot ng Marketing theo mt trnh t
nht nh gi l qu trnh Marketing theo s sau

Phn tch mi Phn on v Thit lp chin

trng v c la chn th lc v k
hi Marketing. trng mc tiu hoch
Marketing

T chc thc hin v kim Hoch nh cc chng

tra cc hot ng trnh Marketing
Marketing.

Hnh 1.1: S quy trnh qun tr Marketing.

Nh vy, qu trnh hot ng Marketing bt k doanh nghip no cng u
phi tri qua 5 bc trn. Nm bc to thnh mt h thng k tip v hon chnh,
 9

bc trc lm tin cho bc sau, qua bc sau li c th iu chnh bc trc.

Qun tr cc bc trn l qun tr Marketing.

1.1.3 Vai tr ca qun tr Marketing trong doanh nghip.

Doanh nghip l mt ch th kinh doanh, mt c th sng ca i sng kinh t. C
th cn c s trao i cht vi mi trng bn ngoi th trng. Qu trnh trao i cht
din ra cng thng xuyn, lin tc, vi quy m cng ln th c th cng kho mnh,
ngc li, s trao i din ra yu t th c th c th qut quo v cht yu.
Ngy nay, cc doanh nghip phi hot ng trong mt mi trng cnh tranh
quyt lit v c nhng thay i nhanh chng v khoa hc cng ngh, nhng o lut
mi, nhng chnh sch qun l thng mi mi v s trung thnh ca khch hng
ngy cng gim do cc hot ng thu ht khch hng mnh m ca cc i th cnh
tranh. Cc cng ty ang phi chy ua vi nhau trn mt tuyt ng vi nhng bin
bo v lut l lun thay i, khng c tuyn ch, khng c chin thng vnh cu. H
buc phi khng ngng chy ua v hy vng l mnh ang chy theo ng hng.
Cc hot ng chc nng ca mt doanh nghip ni chung bao gm : sn xut,
ti chnh, qun tr nhn lc... Nhng trong nn kinh t th trng, chc nng qun l
sn xut, qun l ti chnh, qun l nhn s cha m bo cho doanh nghip tn
ti, v khng m bo cho s thnh t ca doanh nghip nu tch ri chng khi mt
chc nng khc chc nng k ni mi hot ng ca doanh nghip vi th trng.
Chc nng ny thuc mt lnh vc qun l khc qun tr Marketing.
Marketing v qun tr Marketing kt ni cc hot ng sn xut ca doanh
nghip vi th trng, c ngha l m bo cho hot ng kinh doanh ca doanh
nghip hng theo th trng, bit ly th trng nhu cu v c mun ca khch
hng lm ch da vng chc cho mi quyt nh kinh doanh.
Xt v mi quan h gia cng tc qun tr Marketing vi cc b phn khc th
qun tr Marketing va chi phi va b chi phi bi cc chc nng khc. Ni cch
khc, khi xc nh chin lc Marketing, ra cc mc tiu chin lc, chng hn
 10

nh dn u v cht lng mt loi sn phm no , thu ht nhng khch hng c

thu nhp cao, khi trnh ri vo m tng, th cng ty buc phi cn nhc xem
kh nng vn ling nh th no, cng ngh v k thut ra sao, trnh tay ngh ca
cng nhn c p ng c yu cu hay khng.
Mc d mc tiu c bn ca mi cng ty l thu li nhun, nhim v c bn ca h
thng Marketing l m bo sn xut v cung cp nhng mt hng hp dn c sc cnh
tranh cao cho cc th trng mc tiu. Nhng s thnh cng ca chin lc v sch
lc Marketing cn ph thuc vo s vn hnh ca cc chc nng khc trong cng ty.
Ngc li, cc hot ng chc nng khc nu khng v nhng mc tiu ca hot ng
Marketing, thng qua cc chin lc c th, nhm vo nhng khch hng- th trng
c th th nhng hot ng s tr nn m mm v mt phng hng.
l mi quan h hai mt va th hin tnh thng nht, va th hin tnh c lp
gia chc nng Marketing vi cc chc nng khc ca mt cng ty hng theo th
trng. Gia chng c mi lin h vi nhau, nhng hon ton khng th thay th cho
nhau. iu m lu nay nhiu nh qun tr doanh nghip thng lm ln l h tng
rng ch cn giao mt vi hot ng nh: to ra sn phm c cht lng cao hn cho
phng k thut, phng tiu th p dng nhng bin php bn hng mi, giao cho
phng kinh doanh quy nh gi bn v qung co sn phm l bao hm y ni
dung ca hot ng Marketing v l yu t m bo cho cng ty bit hng theo th
trng. Tt nhin so vi thi k trc i mi, s thay i nh vy l bc tin
ng k trong ni dung qun tr doanh nghip, nhng n cha th hin mt cch hon
chnh ni dung qun l ca cc doanh nghip bit hng theo th trng.

1.2 QUY TRNH QUN TR MARKETING TRONG DOANH NGHIP.

1.2.1 Phn tch mi trng Marketing.

Mi trng Marketing l tng hp tt c cc yu t, nhng lc lng bn trong
v bn ngoi doanh nghip c nh hng tch cc hoc tiu cc n hot ng hoc
 11

cc quyt nh ca b phn Marketing trong doanh nghip, n kh nng thit lp

hoc duy tr mi quan h gia doanh nghip vi khch hng [1].
Tc ng ca mi trng Marketing nh hng su sc v mnh m ti doanh
nghip, bao gm c nh hng tt v xu ti kinh doanh. Mi trng khng ch c
nhng thay i, nhng din bin t t v d dng pht hin v d bo m n cn lun
tim n nhng bin ng khn lng, thm ch nhng c sc. Nh vy, mi trng
Marketing to ra c nhng c hi thun li v c nhng sc p, s e do cho tt c
cc nh kinh doanh. iu cn bn l h phi s dng cc cng c nghin cu
Marketing, cc h thng Marketing ra sao theo di, nm bt v x l nhy bn cc
quyt nh Marketing nhm thch ng vi nhng thay i t pha mi trng.
Mi trng Marketing l tp hp ca mi trng Marketing vi m v mi trng
Marketing v m. Mi trng Marketing vi m bao gm cc yu t lin quan cht ch
n doanh nghip v n nh hng n kh nng ca doanh nghip khi phc v khch
hng[1]. l cc nhn t ni ti ca Cng ty, cc knh Marketing, th trng khch
hng, i th cnh tranh, nh cung cp, cc t chc trung gian v.v... Trong mt chng
mc nht nh, doanh nghip c th tc ng ci thin mi trng Marketing vi m.
Mi trng Marketing v m bao gm cc yu t, cc lc lng mang tnh cht
x hi rng ln, chng c tc ng nh hng ti ton b mi trng Marketing vi
m v ti cc quyt nh Marketing ca doanh nghip [1]. Mi trng Marketing v
m tp hp tt c cc yu t m tng doanh nghip khng th kim sot v thay i
c. l nhng yu t thuc v nhn khu hc, kinh t, t nhin, k thut - cng
ngh, chnh tr - php lut, o c v vn ho v.v... Di y, chng ta s xem xt
tng nhm yu t ca mi trng Marketing.

1.2.1.1 Mi trng Marketing vi m

Trong mt t chc kinh doanh, b phn Marketing phi phi hp hot ng vi
cc b phn khc ca doanh nghip v cn nhc s nh hng ca nhng ngi cung
cp, cc i th cnh tranh, cc trung gian Marketing v khch hng, tt c cc lc
lng to thnh mi trng Marketing vi m theo s di y
 12

Ngi Doanh nghip

cung Cc trung gian Khch hng
ng Marketing
i th
cnh tranh

Cng chng trc tip

Hnh 1.2: Cc lc lng ca mi trng Marketing vi m

a- Cc nhn t bn trong doanh nghip

Nhim v c bn ca h thng Marketing l sng to ra cc sn phm hng ho v
dch v cung cp cho th trng mc tiu. Tuy nhin, cng vic c thnh cng
hay khng li chu s nh hng ca rt nhiu nhn t v lc lng khc nhau. Cc
nhn t bao gm: Ti chnh Nhn s Cng ngh - v Vn ho doanh nghip.
Ti chnh: Tnh hnh hot ng ti chnh l yu t bao qut hot ng sn xut
ca cng ty, n nh hng ti rt nhiu quyt nh marketing ca nh qun tr.
Nhn s: L ngun lc ng vai tr chi phi su sc trong hot ng kinh doanh
ca cng ty, mun s dng tt cc ngun lc khc th trc ht phi s dng tt
ngun lc con ngi. c trng ca ngun lc ny l tr tu, l ngun lc v tn, s
dng tt ngun lc ny s mang li cho nh qun tr v cng ty nhng li nhun v
hiu qu bt ng. V vy, cng tc qun tr marketing cn phi c phi hp cht ch
vi vic nghin cu, khai thc, o to ngun nhn lc sao cho hiu qu.
Cng ngh: Gip hot ng sn xut hiu qu, gim sc lao ng v to ra
nhng mu m mi. Ngy nay cng ngh c ngha rt quan trng trong cuc cnh
tranh gia s lng nhiu cc nh sn xut. Nm gi v c c quyn v mt cng
ngh no s gip doanh nghip thu siu li nhun t cng ngh trong mt thi
gian nht nh.
 13

Vn ho doanh nghip: Vn ho doanh nghip th hin trong ton b hot ng

ni b, trong nhng giao dch vi khch hng, vi nh cung cp, thm ch vi cc i
th cnh tranh. Vn ho doanh nghip th hin ng cp ca cng ty.
b - Nhng ngi cung ng:
Nhng ngi cung ng l cc doanh nghip v cc c nhn m bo cung ng
cc yu t cn thit cho cng ty v cc i th cnh tranh c th sn xut ra hng
ho dch v nht nh [1].
Bt k mt s bin i no t pha ngi cung ng, sm hay mun, trc tip hay
gin tip cng s gy ra nh hng ti hot ng Marketing ca cng ty. Nh qun l
phi lun lun c y cc thng tin chnh xc v s lng, cht lng, gi c...
hin ti v tng lai ca cc yu t ngun lc cho sn xut hng ho v dch v. Thm
ch h cn phi quan tm ti thi ca cc nh cung cp i vi doanh nghip mnh
v cc i th cnh tranh. Ngun lc khan him, gi c tng c th lm xu i c hi
th trng cho vic kinh doanh nhng hng ho v dch v nht nh, ti t hn c th
buc h phi ngng hot ng sn xut kinh doanh.
c - Cc trung gian Marketing
L cc t chc dch v, cc doanh nghip khc v cc c nhn gip cho cng ty
t chc vic tiu th sn phm hng ho v dch v ca mnh ti ngi mua cui cng
[1]. Nhng ngi trung gian v cc hng phn phi chuyn nghip ng vai tr rt
quan trng gip cho doanh nghip tm kim khch hng hoc l thc hin cng vic
bn hng cho h. l nhng i l bn bun, bn l, i l phn phi c quyn,
cc cng ty kho vn v.v...
La chn v lm vic vi ngi trung gian v cc hng phn ph l nhng cng
vic hon ton khng n gin. Nu nn kinh t cng pht trin, trnh chuyn mn
ho cng cao th h khng cn ch l cc ca hng nh l, cc quy bn hng n gin,
c lp. Xu th v ang hnh thnh cc siu th, cc tp on phn phi hng ho rt
mnh v tim lc v tin hnh nhiu loi hot ng ng thi nh vn chuyn, bo
 14

qun lm tng gi tr v phn phi hng ho v dch v mt cch nhanh chng, an ton,
tit kim... qua tc ng n uy tn, kh nng tiu th sn phm ca nh sn xut.
Cc hng dch v Marketing nh cng ty t vn, t chc nghin cu Marketing,
cc cng ty qung co, i pht thanh, v tuyn, bo, tp ch... gip cho cng ty tp
trung v khuych trng sn phm ca mnh ng i tng, ng th trng, ng
thi gian. La chn v quyt nh s cng tc vi hng c th no mua dch v ca
h l iu m doanh nghip phi cn nhc ht sc cn thn, n lin quan n cc tiu
thc nh cht lng dch v, tnh sng to v chi ph.
Cc t chc ti chnh tn dng trung gian nh ngn hng, cng ty ti chnh, cng
ty bo him, cng ty kim ton thc hin cc chc nng giao dch ti chnh h tr ti
chnh hay m bo gip cho doanh nghip phng cc ri ro trong qu trnh kinh
doanh ca mnh. Nhng thay i din ra cc t chc ny u c th nh hng ti
hiu qu hot ng Marketing ca doanh nghip.
d - Khch hng
Khch hng l i tng m doanh nghip phc v v l yu t quyt nh s
thnh cng hay tht bi ca doanh nghip. Bi v khch hng to nn th trng, quy
m khch hng to nn quy m th trng. Khch hng s bao hm nhu cu, bn thn
nhu cu li khng ging nhau gia cc nhm khch hng v thng xuyn bin i.
Nhu cu v s bin i nhu cu li chu s chi phi ca nhiu yu t, n lt mnh nhu
cu v s bin i ca n li nh hng n ton b cc quyt nh Marketing ca
doanh nghip. V vy, doanh nghip phi thng xuyn theo di khch hng v tin
liu nhng bin i v nhu cu ca h a ra cc gii php nhm tho mn cao nht
nhu cu ca khch hng. Nhu cu v cc yu t tc ng n nhu cu ca cc khch
hng trn cc th trng khc nhau l khng ging nhau. Do , tnh cht nh hng
n hot ng marketing ca cc doanh nghip cng khc nhau, bi vy chng cn
c nghin cu ring tu vo mc tham gia vo cc th trng ca cc doanh
nghip.
 15

e - i th cnh tranh:
Mi cng ty u phi i u vi cc i th cnh tranh khc nhau. Quan im
Marketing xem xt cnh tranh trn 4 cp , vi mc gay gt t thp n cao nh sau:
- Cnh tranh cp 1: Cnh tranh gia cc sn phm khc nhau tha mn
cc mong mun khc nhau: tc l vi cng mt lng thu nhp ngi ta c th dng
vo cc mc ch khc nhau, mua sn phm ny th s thi mua sn phm kia v
ngc li. C cu chi tiu c th phn nh mt xu hng tiu dng v do to ra
c hi hay e do hot ng Marketing ca doanh nghip. Khi nghin cu i th
cnh tranh mong mun, iu quan trng l phi bit c nhng xu hng tiu dng
v cch thc phn b thu nhp ca ngi tiu dng.
- Cnh tranh cp 2: Cnh tranh gia cc loi sn phm khc nhau cng
tho mn mt mong mun. Khi nghin cu i th cnh tranh ny, ngi lm
Marketing phi bit th trng c thi th no i vi cc loi sn phm khc nhau
v quan nim ca h v gi tr tiu dng ca mi loi. V d, hng o dt phi cnh
tranh vi cc loi hng ho thay th ngy cng a dng: o vi, o da, o d...
- Cnh tranh cp 3: Cnh tranh trong cng loi sn phm: Cc nh qun tr
Marketing phi bit n th hiu ca tng th trng i vi cc dng sn phm khc
nhau. i vi ngnh dt, hin ti trn th trng Vit Nam c hng trm cng ty dt
len v rt nhiu cc lng ngh, cc xng ca cc h gia nh hot ng kh hiu qu.
- Cnh tranh cp 4: Cnh tranh gia cc nhn hiu: Khi nghin cu cnh
tranh gia cc nhn hiu, ngi lm Marketing phi nh gi sc mnh v im yu
ca tng nhn hiu v cc cng ty tng ng.
Trong bn loi cnh tranh trn, mc gay gt s tng dn t 1 n 4. Khi tm
hiu i th cnh tranh, doanh nghip cn phi tnh ti c 4 cp quyt nh cc
phng n Marketing ca mnh.
 16

1.2.1.2 Mi trng marketing v m:

Doanh nghip, nhng ngi cung ng, cc i th cnh tranh, khch hng, cc
trung gian marketing v cng chng u hot ng trong mt mi trng v m rng
ln ca cc lc lng v xu hng to ra nhng c hi ng thi cng lm ny sinh
nhng mi e da. Nhng lc lng ny l cc lc lng khng th khng ch
c. Trong bc tranh ton cu ang bin i nhanh chng, cng ty phi theo di
su lc lng ca mi trng marketing v m bao gm: Mi trng nhn khu hc,
mi trng kinh t, mi trng t nhin, mi trng cng ngh k thut, mi trng
chnh tr v mi trng vn ho.
Mi trng nhn khu hc: Nhn khu hc nghin cu cc vn v dn s v
con ngi nh quy m, mt phn b dn c, t l sinh, t l cht, tui tc, gii tnh,
sc tc, ngh nghip... Mi trng nhn khu hc l mi quan tm ln ca cc nh
hot ng th trng bi v n bao hm con ngi m con ngi l nhn t to ra
cc loi th trng cho doanh nghip.
Mi trng kinh t: Mi trng kinh t trc ht phn nh qua tc tng
trng kinh t chung v c cu ngnh kinh t, c cu vng. Tnh hnh c th to
nn tnh hp dn v th trng v sc mua khc nhau i vi cc th trng hng ho
khc nhau. Mi trng kinh t cng bao gm cc yu t nh hng n sc mua v
c cu chi tiu ca ngi tiu dng. Cc nh hot ng th trng u quan tm n
sc mua v vic phn b thu nhp mua sm cc loi hng ho v dch v khc
nhau. Tng sc mua li ph thuc vo nhiu nhn t nh thu nhp hin ti, gi c
hng ho dch v, cc khon tit kim v tn dng... C cu chi tiu li cn chu nhiu
tc ng thm ca cc yu t na nh iu kin, giai on pht trin ca nn kinh t,
chu k kinh doanh.
Mi trng t nhin: bao gm h thng cc yu t t nhin nh hng nhiu
mt ti cc ngun lc u vo cn thit cho cc nh sn xut kinh doanh v chng c
th gy nh hng cho cc nh hot ng Marketing trn th trng.
 17

Mi trng cng ngh k thut: bao gm cc nhn t gy tc ng nh hng

n cng ngh mi, sng to sn phm v c hi th trng mi. Cuc cnh tranh v
k thut cng ngh mi khng ch cho php cc cng ty chin thng trn phm vi c
tinh ton cu m cn lm thay i bn cht ca s cnh tranh, bi v chng tc ng
mnh m n chi ph sn xut v nng sut lao ng nh hng n vic thc thi cc
gi php c th ca Marketing.
Mi trng chnh tr: l mt trong nhng yu t c nh hng mnh ti cc
quyt nh Marketing ca doanh nghip, mi trng chnh tr bao gm h thng lut
php v cc vn bn di lut, cc cng c chnh sch ca Nh nc, t chc b my
v c ch iu hnh ca chnh ph v cc t chc chnh tr x hi. S tc ng ca
mi trng chnh tr ti cc quyt nh Marketing phn nh s tc ng can thip ca
cc ch th qun l v m ti hot ng kinh doanh ca doanh nghip.

1.2.2 La chn th trng mc tiu v nh v th trng

Th trng l tp hp cc c nhn v t chc thc hin ang c nhu cu mua v
c nhu cu i hi cn c tha mn [4]. tin hnh cc hot ng Marketing
c hiu qu, cc nh qun tr Marketing cn phi tin hnh phn chia th trng ra
thnh nhng b phn ngi tiu dng theo mt s tiu chun no trn c s nhng
quan im khc bit v nhu cu, v d phn chia theo la tui, theo gii tnh, theo thu
nhp, theo ngh nghip, theo ni c tr v.v... qua , cc nh qun tr Marketing s
phn tch, nh gi v la chn ra khc th trng mc tiu cho doanh nghip, t
c th thit lp v hoch nh nhng chin lc Marketing cho tng khc th trng
mc tiu mt cch ph hp.
La chn th trng mc tiu v nh v th trng l khu khng th thiu c
trong cng tc qun tr Marketing, c th khi qut giai on ny theo s di y:
 18

Phn on th Chn th trng mc nh v th trng

trng tiu (Market (Market Positioning)
(Segmentation) targeting)
1. nh gi mc 1. Xc nh v th
1. Xc nh cc cn c hp dn ca tng on tng on th trng
phn on v tin th trng mc tiu
hnh phn on th 2. Chn mt hoc mt 2. Xy dng chng
trng vi on lm th trnh Marketing-mix
2. Xc nh c im trng mc tiu cho th trng mc tiu
ca tng th trng
c xc nh
Hnh 1.3: Qu trnh la chn mc tiu v nh v th trng.

1.2.2.1 Phn on th trng.

Phn on th trng l qu trnh phn chia th trng tng th thnh cc nhm
trn c s nhng im khc bit v nhu cu, c mun v cc c tnh hay hnh vi.
on th trng l mt nhm ngi tiu dng c i hi nh nhau i vi cng mt
tp hp kch thch Marketing [4]
Phn on th trng l vn sng cn ca cc doanh nghip c sn phm cnh
tranh, phn on th trng nhm gip doanh nghip xc nh nhng on th trng
mc tiu c quy m ph hp v ng nht hn th trng tng th. Nh , hot ng
Marketing ca doanh nghip s xc nh c nhng mc tiu kinh doanh r rng
hn, v th vic xc nh nhng phn on th trng hiu qu rt quan trng cho vic
lp k hoch Marketing ca mt doanh nghip. Mt on th trng c hiu qu l
mt nhm cc khch hng m doanh nghip c kh nng p ng c nhu cu v
c mun ca h, ng thi c s lng ln to ra dng tin thu ln hn dng
tin chi cho nhng n lc kinh doanh ca doanh nghip.
Vic phn on th trng phi m bo c cc yu cu c bn nh:
- o lng c: Phn on phi m bo o lng c quy m, sc mua v
cc c im ca khch hng mi on th trng, yu cu ny l ti cn thit d
bo khi lng tiu tc, chi ph sn xut, doanh thu v li nhun.
 19

- C quy m ln: Mt on th trng cn c quy m ln c th ha hn

s khch hng m bo kh nng sinh li.
- C th phn bit c: Mt on th trng c hnh thnh phi l on c
c im ring bit vi cc on khc v c nhng i hi Marketing ring.
- C tnh kh thi: Vi mi doanh nghip c th, nhng on th trng c gi tr
phi l nhng on m doanh nghip c kh nng tip cn c, ngha l hot ng
Marketing phi c ngun lc xy dng, thc hin cc chng trnh Marketing
c hiu qu thu ht v phc v nhng on th trng .
Cc nh Marketing thng s dng bn c s chnh phn on th trng,
bao gm: a l, nhn khu, tm l v hnh vi. Cc c s ny u l ngun gc go
nn s khc bit v nhu cu, c mun, cc c im v hnh vi v nhng i hi
ring v cc chng trnh Marketing.

1.2.2.2 La chn th trng mc tiu

Th trng mc tiu bao gm mt hoc vi on th trng m doanh nghip la
chn v quyt nh tp trung n lc Marketing vo nhm t c mc tiu kinh
doanh ca mnh [4]. la chn ng th trng mc tiu, doanh nghip phi quyt
nh s la chn khch hng no v c bao nhiu loi khch hng c la chn.
c cc quyt nh v cc on th trng, ngi lm Marketing cn thc hin
2 nhm cng vic ch yu sau: nh gi sc hp dn ca th trng; v la chn
nhng on th trng doanh nghip s phc v hay nhng on th trng mc tiu.
a- nh gi cc on th trng.
Mc ch ca vic nh gi cc on th trng l nhn dng c mc hp
dn ca chng trong vic thc hin mc tiu ca doanh nghip. Khi nh gi cc on
th trng, ngi ta dng 3 tiu chun c bn: quy m v s tng trng; sc hp dn
ca c cu th trng; mc tiu v kh nng cnh tranh ca doanh nghip.
- Quy m v mc tng trng ca on th trng: Mt on th trng c
coi l c hiu qu nu n c tm c b p li nhng n lc Marketing khng
 20

ch trong hin ti m trong c tng lai ca doanh nghip. nh gi quy m v

mc tng trng ca on th trng, doanh nghip cn thu thp v phn tch cc ch
tiu cn thit nh: doanh s bn, s thay i ca doanh s, mc li v t l thay i
ca mc li v cc tc nhn c th lm bin i cu.
- Mc hp dn v c cu th trng: Cc nh nghin cu th trng thng
s dng m hnh nm lc lng cnh tranh ca Michael Porter nh gi mc
hp dn v c cu th trng:

e do t s gia nhp ca
i th cnh tranh tim n

Sc p t Cnh tranh gia cc Sc p t

pha hng trong ngnh pha
nh cung cp khch hng

e do ca sn phm thay
th
Hnh 1.4: M hnh 5 lc lng cnh tranh ca Michael Porter
Mi e do ca cnh tranh trong ngnh: Mt on th trng s khng c coi l
hp dn nu c qu nhiu i th cnh tranh cng hot ng, cnh tranh s cng si ng
khi vic kinh doanh trn on th trng tng i n nh, ang bo ho hoc suy
thoi; cc i th cnh tranh ng o vi nng lc cnh tranh tng ng nhau; chi ph
c nh v chi ph lu kho cao; sn phm c tnh ng lot cao hoc hng ro rt khi
ngnh cao. Xu hng ca cnh tranh cc on th trng ni trn l cnh tranh qua gi,
v gia tng cc chi ph qung co, khuyn mi, nhng hot ng ny lm cho li nhun
chung ca ngnh v ca tng doanh nghip gim xung nhanh chng.
Mi e do v quyn thng lng ca khch hng: Mt on th trng m sc
mnh ca khch hng ln, th on th trng c coi l km hp dn. Quyn lc
ca khch hng cao bc l mt s c im sau: S lng ngi mua t nhng khi
 21

lng mua ca h chim t trng ln trong sn lng sn phm bn ra; gi tr sn

phm ngi mua mua sm chim t l ln trong chi tiu ca h; sn phm cung ng t
c s khc bit; chi ph chuyn i nh cung ng khng ln; khch hng nhy cm v
gi; kh nng lin kt khch hng vi nhau cao...
Mi e do ca i th cnh tranh tim n: Mt on th trng cng s km
hp dn nu tim n c hi thu li nhun cao, c sc ht mnh nhng doanh nghip
ngoi ngnh nhp cuc. nh gi kh nng gia nhp ca cc i th tim n, cn xut
pht t nhng ro cn ca s gia nhp vo mt on th trng, nhng ro cn l:
kh nng chng tr ca cc doanh nghip hin c trong ngnh; mc trung thnh
ca khch hng vi nhng nhn hiu hin c; tnh khc bit ca sn phm; i hi ca
chi ph u t c bn v s hp dn v li nhun m on th trng ha hn... Mi e
do ca cc i th cnh tranh tim n l cao khi, ro cn rt lui v gia nhp u thp,
kh nng thu li nhun thp nhng n nh; ro cn gia nhp cao, rt lui thp, kh
nng thu li nhun cao, n nh; ro cn gia nhp khp , ro cn rt lui cao thng n
cha nhng ri ro cao v kh nng thu li nhun thp; ro cn gia nhp v rt lui u
cao, ri ro c bit cao, song tim n kh nng li nhun cng rt cao...
e o ca cc sn phm thay th: Mt on th trng l khng hp dn nu c
nhiu sn phm thay th thc t hoc tim n. Kh nng thay th ca sn phm cng
cao, gi c v li nhun cng c xu hng gim xung.
Mi e do t pha nh cung cp: on th trng no c nhng ngi cung cp
nguyn vt liu, thit b, vn... c kh nng tng gi, ct gim s lng v cht lng
hng ho dch v m h cung cp, hoc p t cc iu kin lin quan n giao dch..
th c th coi l khng hp dn. Nhng doanh nghip cung cp c kh nng to ra p
lc trong thng lng thng c nhng c im sau: H phn b tp trung vi s
lng t; khng c hoc c t cc sn phm thay th; chi ph chuyn i nh cung cp
rt cao; ngi cung cp c kh nng lin minh lin kt cao v.v...
- Cc mc tiu v kh nng ca doanh nghip.
 22

Mt on th trng hp dn, c tim nng v quy m v mc tng trng vn c

th b loi b nu n khng n khp vi mc tiu lu di v kh nng ca doanh nghip.
Nu cc doanh nghip c c gng theo ui sc hp dn ca cc on th trng vt
qu kh nng v mc tiu ca h th ngun lc ca doanh nghip s b phn tn, khng
tp trung cho cc mc tiu chin lc. Ngun lc cn thit khai thc c cc c hi
th trng, mt mt, cn phi c xem xt trn tt c cc phng din nh: ti chnh,
nhn s, cng ngh, nng lc qun l, kh nng Marketing... mt khc, phi c nhn
nhn trong trng thi bin i v trong mi tng quan vi i th cnh tranh.
Nh vy, mt on th trng c coi l hp dn khi on th trng th
hin c s tng hp gia kh nng, chin lc, mc tiu ca doanh nghip vi
quy m th trng v mc cnh tranh trn on th trng thp. Tt c cc trng
thi phi c nhn nhn trng thi bin i v hng vo tng lai. Ni cch
khc, on th trng hp dn phi bao gm cc khch hng doanh nghip c kh
nng thit lp mi quan h lu di; nhng n lc Marketing ca doanh nghip ha hn
hiu qu kinh doanh v li th cnh tranh cao.
b- La chn th trng mc tiu
Trn c s nh gi cc on th trng, cc nh lm Marketing c th a ra
c on th trng mc tiu. Th trng mc tiu l th trng bao gm cc khch
hng c cng nhu cu hoc mong mun m doanh nghip c kh nng p ng, ng
thi cc hot ng Marketing ca doanh nghip c th to ra u th so vi i th
cnh tranh v t c cc mc tiu kinh doanh nh. Th trng mc tiu chnh l
nhng on th trng hp dn m doanh nghip quyt nh la chn tp trung n
lc Marketing ca mnh. Doanh nghip c th quyt nh la chn th trng mc tiu
trn c s 5 phng n c mnh ho nh sau:
 23

M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3 M1 M2 M3
P1
P2
P3
(a) (b) (c) (d) (e)
Ch thch: P l c tnh ca sn phm. M l c tnh ca th trng.
Hnh 1.5: M hnh la chn th trng mc tiu ca doanh nghip.
(a): Tp trung vo mt on th trng.
(b): Chuyn mn ho tuyn chn.
(c): Chuyn mn ho theo c tnh th trng.
(d): Chuyn mn ho theo c tnh sn phm .
(e): Bao ph th trng.

1.2.2.3- nh v th trng
nh v th trng l thit k sn phm v hnh nh ca doanh nghip nhm
chim c mt v tr c bit v c gi tr trong tm tr khch hng mc tiu [6].
nh v th trng i hi doanh nghip phi quyt nh khuych trng bao nhiu
im khc bit v nhng im khc bit no dnh cho khch hng mc tiu.
c c mt chin lc nh v sc bn, ngi lm Marketing cn tp trung
vo mt s hot ng:
- To ra mt hnh nh c th cho sn phm, nhn hiu trong tm tr khch hng
th trng mc tiu. Hnh nh trong tm tr khch hng l s kt hp gia nhn thc
v nh gi ca khch hng v doanh nghip v cc sn phm m doanh nghip cung
ng, n l mt tp hp cc n tng, cm gic v khi nim khch hng c c v
sn phm v nhn hiu . Mt nh v thng thnh cng khi tm ra c cu ni
gia nim tin thm kn ca khch hng vi cc c tnh c o ca mt doanh
nghip, mt sn phm hay mt nhn hiu.
 24

- La chn v th ca sn phm, ca doanh nghip trn th trng mc tiu: Hnh

nh c khc ho trong tm tr khch hng khng ch do bn thn sn phm v hot
ng Marketing to dng, m n cn do tng quan so snh vi cc sn phm cnh
tranh. V vy, cng vic ca mt chin lc nh v khng ch dng li vic to dng
c mt hnh nh m cn phi la chn cho hnh nh mt v th trn th trng mc
tiu.
- To c s khc bit cho sn phm, nhn hiu: L thit k mt loi nhng
im khc bit c ngha khch hng c th phn bit sn phm ca doanh nghip
vi sn phm cnh tranh bng cc cng c to ra s khc bit v sn phm, v dch
v, v nhn s v v hnh nh.
- La chn v khuych trng nhng im khc bit c ngha: Vn ny xut
pht t mt thc tin m cc doanh nghip tin hnh nh v u phi i mt l: cc
im khc bit m doanh nghip to ra c th rt nhiu, nhng khng phi tt c cc
im khc bit u l c gi tr. Hn na, vic khuych trng nhng im khc bit
cn lin quan trc tip n vic la chn cc phng tin khuych trng v chi ph b
ra. Nhng im khc bit c la chn, c khuych trng phi gn vi li ch v
khch hng mong i sn phm v hot ng cung ng ca doanh nghip, ng thi
c kh nng d dng biu t bng ngn ng, to kh nng cho hot ng truyn thng
cung cp nhng thng tin r rng, xc thc v n tng vi khch hng mc tiu.
Cc bc ca tin trnh nh v
1- Tin hnh phn on th trng, la chn th trng mc tiu
2- nh gi thc trng ca nhng nh v hin c trn th trng mc tiu
3- Chn hnh nh v v th cho nhn hiu, sn phm ca doanh nghip trn bn
nh v
4- Son tho chng trnh Marketing mix thc hin chin lc nh v la chn.

1.2.3 Thit lp chin lc v lp k hoch Marketing

 25

Theo tp on t vn Boston, Chin lc kinh doanh l nhng xc nh s phn b

ngun lc sn c vi mc ch lm thay i th cn bng cnh tranh v chuyn li th v
pha mnh [2], cn theo Michael Porter gio s chin lc hng u ca Havard th
Chin lc kinh doanh ng u vi cnh tranh l s kt hp gia nhng mc tiu
cn t ti v nhng phng tin m doanh nghip cn tm t ti mc tiu [2].
Thit lp chin lc v lp k hoch Marketing gip cc nh qun tr suy ngh
mt cch c h thng, i hi phi phi hp cc n lc ca doanh nghip mt cch
ch ng v hon ho hn, lm cho ton doanh nghip lun thy r cc mc tiu ch
o v cc chnh sch t c mc tiu v ch ng i ph vi nhng t bin.
Lp chin lc v k hoch Marketing ca doanh nghip bao gm 2 cng on: xy
dng chin lc kinh doanh theo quan im Marketing v lp k hoch Marketing.

1.2.3.1 Xy dng chin lc kinh doanh ca doanh nghip theo quan im

Marketing.
Xy dng chin lc kinh doanh theo quan im Marketing ca doanh nghip l
mt qu trnh qun tr nhm to ra v duy tr s n khp v chin lc gia cc mc
tiu v kh nng ca doanh nghip vi cc c hi Marketing y bin ng [1].
Qu trnh lp chin lc kinh doanh ca doanh nghip c th c m t khi
qut di dng s nh sau:

Xc nh Chin lc
cng lnh ra K hoch pht trin
ca doanh nhim v pht trin doanh
nghip cc lnh vc nghip

Hnh 1.6: Qu trnh lp chin lc kinh doanh ca doanh nghip.

a- Xc nh cng lnh ca doanh nghip, xc nh qun tr Marketing phi
thng xuyn t ra v tr li cc cu hi sau: Doanh nghip l g? Ai l khch hng?
iu g l quan trng v c ngha i vi khch hng ? Doanh nghip s ra sao?
Doanh nghip cn phi nh th no? Vic xc nh cng lnh ca doanh nghip
 26

khng nn qu hp m cng khng nn qu rng. Nu qu hp s lm cho doanh

nghip kh i ph khi tnh hung Marketing thay i, ngc li nu qu rng s lm
cho doanh nghip b phn tn ngun lc v lnh vc kinh doanh, phng chm hnh
ng tr nn m h.
b- ra nhim v ca doanh nghip: Cng lnh kinh doanh ca doanh nghip
cn phi c c th ho thnh nhim v r rng. Cc nhim v c hnh thnh theo
mi lin h phi sinh, t mt cng lnh ca doanh nghip s hnh thnh mt hoc
nhiu nhim v, tip t mt nhim v ny s ko theo hay lm pht sinh cc nhim
v khc c lin quan.
c- K hoch pht trin cc lnh vc kinh doanh: Trc khi lp k hoch kinh
doanh chung ca doanh nghip, ban lnh o cn nh gi tnh hnh hot ng ca
tng b phn hoc tng chng loi hng ho, thm ch mt mt hng hay mt nhn
hiu. Mc ch ca vic nh gi ny l pht hin kh nng sinh li ca tng b
phn, tng chng loi hng ho c phn ng thch hp, ngha l c k hoch pht
trin hoc thu hp, hoc hu b mt b phn no .
d- Chin lc pht trin doanh nghip: Theo quan im Marketing hin i,
doanh nghip c th pht trin chin lc ca mnh theo chiu su, theo chiu rng
hoc pht trin hp nht.
- Chin lc pht trin theo chiu su: Doanh nghip tn dng kh nng hot ng
hin ti. Kiu chin lc ny rt thch hp vi cc doanh nghip cha tn dng ht kh
nng vn c ca hng ho v cha khai thc ht nhng c hi v th trng. Theo ui
chin lc ny, vi mc tiu chnh l tng lng tiu th, doanh nghip c 3 hng:
- Thm nhp su vo th trng: Trin khai chin lc bng nhng k hoch
v gii php Marketing mnh m hn trn th trng. V d: Doanh nghip dt c th
gim gi thnh sn phm len, hoc tung ra cc t khuyn mi, hoc tng chi ph cho
qung co trn cc phng tin thng tin v.v...
 27

- M rng hay pht trin th trng: a hng ho hin c ca mnh vo cc th

trng mi. V d: Doanh nghip dt c th tm cch xut khu hng o len ca mnh sang
c th trng cc nc chu , thay v ch tp trung vo th trng Chu u v M.
- Pht trin hng ho: To ra nhng hng ho mi hay ci tin nhng hng
ho c bn trn th trng hin ti. V d: Doanh nghip dt tung ra cc b su tp
thi trang mi, a dng ho sn phm bng cch sn xut nhiu mu vy len, qun
len, o chong len..., hoc s dng cc cht liu mi dt o len mc ma h v.v...
- Chin lc pht trin theo chiu rng: Pht trin chin lc trn c s khai thc
c hi Marketing mi nm ngoi lnh vc kinh doanh hin ti. Kiu chin lc ny
thch hp khi trong ngnh khng cn c hi pht trin hn na. Tuy vy, doanh
nghip ch nn pht trin theo chiu rng khi c nhng iu kin sau: mt l, c th
k tha c nhng kinh nghim tch ly c; hai l, hng mi c th gp phn
h tr khc phc nhng nhc im hin c ca doanh nghip. C 3 dng pht trin
rng:
- a dng ho ng tm: B sung vo danh mc sn phm hin c nhng
mt hng tng t xt theo gic k thut v/hoc Marketing. V d: Doanh nghip
dt c th b sung kinh doanh sn phm si len, hoc cc ph liu thi trang, hoc
thm ch qun o vi thng thng.
- a dng ho ngang: B sung vo danh mc hin c ca doanh nghip nhng
mt hng hon ton khng c lin quan g n nhng mt hng hin ti nhng li c kh
nng thu ht khch hng hin c. V d: Doanh nghip dt c th kinh doach dch v git l
ty sy; hoc kinh doanh cc my mc thit b ngnh may mc v.v...
- a dng ho rng: B sung vo chng loi hng ho hin c ca doanh nghip
nhng mt hng hon ton khng c quan h g xt c v phng din cng ngh, hng
ho v th trng. V d: Doanh nghip dt c th kinh doanh bt ng sn.
- Chin lc pht trin hp nht: Pht trin chin lc trn c s khai thc kh
nng hp nht, kiu chin lc ny thch hp cho nhng lnh vc kinh doanh c v tr
 28

tng i vng chc trong ngnh hoc cho nhng doanh nghip s c li hn khi h
nm c khu trc, khu sau ca qu trnh kinh doanh mt sn phm hon chnh.
Kiu chin lc ny cng c 3 dng:
- Hp nht v pha sau: l vic doanh nghip tm cch nm quyn s hu hay
thit lp s kim sot cht ch hn nhng ngi cung ng cc yu t u vo. V d:
Doanh nghip dt c th tin hnh sn xut si dt, hoc sn xut mt phn ph liu
cho sn phm cui cng.
- Hp nht v pha trc: l vic doanh nghip tm cch nm quyn s hu
hay thit lp s kim sot cht ch hn h thng phn phi. V d: Doanh nghip dt,
thay v bn s sn phm cho cc doanh nghip trung gian, th tm cch tip cn cc
doanh nghip c h thng bn hng trc tip, hoc thm ch tm cch thit lp h
thng bn hng ca chnh mnh a sn phm trc tip n tay ngi tiu dng.
- Hp nht ngang: doanh nghip tm cch nm quyn s hu hay thit lp s
kim sot cht ch hn vi mt s doanh nghip cnh tranh. V d: Doanh nghip dt
c th mua li hoc sp nhp vi mt doanh nghip cnh tranh m rng quy m v
gim bt cnh tranh trn th trng.

1.2.3.2 Lp k hoch Marketing

Mt bn k hoch Marketing, i vi mt hng ho thng thng, c nhn
hiu, bao gm nhng phn sau:
- Tng hp cc ch tiu kim tra: y l phn u ca bn k hoch Marketing,
trnh by tm tt nhng kin ngh ch cht nht m mt k hoch Marketing cn phi t
c. Mc ch ca phn ny l cung cp ngay cho cc lnh o ca cng ty nm bt
c nhng phng hng c bn ca bn k hoch Marketing. Nhng kin ngh phn
ny chnh l cc ch tiu c bn cn phi t c v nhng iu kin khch quan, ch
quan c lin quan n tnh hin thc ca cc ch tiu .
- Tnh hnh Marketing hin ti: Phn ny m t c im th trng mc tiu
v tnh hnh ca doanh nghip trn th trng . Nhng thng tin chnh y bao
 29

gm: quy m th trng; cc phn th trng ch yu; nhu cu ca khch hng; nhng
nt c th ca mi trng; nhng mt hng chnh ca doanh nghip tham gia vo th
trng; cc i th cnh tranh; cc knh phn phi ca doanh nghip.
- Nhng nguy c v kh nng: Phn ny cung cp cc thng tin lin quan n
c hi v nguy c Marketing v kh nng ca doanh nghip c th pht sinh i vi
hng ho. a ra c phn ny, nh qun tr phi c kh nng d on trc
nhng s kin c th xy ra nh hng ti doanh nghip.
- Nhim v v nhng vn : Trn c s nghin cu nguy c v kh nng, cc
nh qun tr Marketing cn ra c nhim v v phc ho nhng vn pht sinh km
theo. Nhim v phi trnh by di dng nhng mc tiu nh lng m doanh nghip
theo ui. Khi ra nhim v, doanh nghip phi lun ch n cng lnh ca mnh.
- T tng chin lc Marketing: Phn ny ca bn k hoch, cc nh qun
tr Marketing phi trnh by quan im chin lc v Marketing gii quyt nhng
nhim v t ra.
Chin lc Marketing l mt h thng lun im logic lm cn c ch o mt
n v hay mt t chc tnh ton cch gii quyt nhng nhim v Marketing ca mnh
lin quan n th trng mc tiu, h thng Marketing mix, v cc mc chi ph cho
Marketing. Nh vy, trong phn ny, sau khi nu ra t tng chin lc Marketing,
cc nh qun tr Marketing phi la chn th trng mc tiu, trnh by khi qut t
tng chin lc ca tng yu t Marketing mix, mi chin lc Marketing mix c
trnh by phi tnh ton cht ch n nhng nguy c, kh nng v nhng vn
nu phn trc.
Sau cng ca phn ny phi ch r mc chi ph cn thit k trin khai ton b
chin lc Marketing sao cho kh nng sinh li cao nht.
- Chng trnh hnh ng: Bin chin lc Marketing nu phn trn
thnh hin thc tr li cc cu hi sau: s lm nhng g? khi no s lm xong? ai s
lm vic ? vic tiu tn bao nhiu tin?
 30

- D ton ngn sch: Thc cht l d bo li l trn c s tnh ton thu v chi.
Cn c vo d ton ngn sch m ban lnh o ti cao ca doanh nghip s quyt
nh c ph chun k hoch Marketing hay khng
- Trnh t kim tra: Phn cui ca bn k hoch trnh by trnh t kim tra tin
thc hin tt c nhng cng vic ra.

1.2.4 Hoch nh cc chng trnh Marketing

Trn c s phn on th trng, xc nh mc tiu v nh v ni trn, doanh
nghip pht trin cc chin thut marketing mix bao gm cc quyt nh lin quan n
4P nh sn phm, gi c, phn phi. Cc hot ng Marketing mix c gi l
Marketing chin thut, bao gm vic hoch nh mt b cng c Marketing mix c
s dng nhm mc ch h tr v nh v ng sn phm. Cc cng c marketing mix
ph bin nht hin nay l 4 P. 4 P gm c: Sn phm (Product), Gi (Price), Xc tin
bn (Promotion) v Phn phi (placement), c m t nh sau:

Marketing mix (4P)

Product Price Promotion Place

Sn phm Gi Xc tin Phn phi
- a dng ha sn - List price ? - Xc tin bn hng - Knh phn phi
phm - Gim gi, chit - Qung co - Chng loi
- Cht lng khu - Lc lng bn (assortment ?)
- Thit k - iu kin thanh hng - Coverage ?
- Tnh nng ton - Quan h cng - a im bn
- Thng hiu chng - Tn kho
- Bao b - Marketing trc - Vn chuyn
- Kch c tip
- Dch v b tr
- Bo hnh
- Returns ?
 31

1.2.4.1 Product (Sn phm) :

Sn phm l tt c nhng yu t c th tha mn nhu cu hay c mun, c
a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay
tiu dng. [1]
n v sn phm vn l mt chnh th hon chnh cha ng nhng yu t, c
tnh v thong tin c th c nhng chc nng Marketing. Khi to ra mt mt hng,
ngi ta thng xp cc yu tt c tnh v thng tin theo ba cp c nhng
chc nng Marketing khc nhau:

Sn phm
b sung

Lp t Sn phm
hin thc

Nhn hiu Dch

v
Bao gi Sn phm
Tn
dng Cht Nhng li ch theo tng
lng c bn

c tnh
B cc
bn ngai
Bo Sa
hnh cha

Hnh 1.7: Cc cp cu thnh sn phm

Cp c bn nht l sn phm theo tng. Hng ha theo tng c
chc nng c bn l tr li cu hi: V thc cht, sn phm ny tha mn nhng im
li ch ct yu nht m khch hng theo ui l g? chnh l gi tr m nh kinh
doanh s bn cho khch hng.
Cp th hai l sn phm hin thc. l nhng yu t phn nh s c
mt trn thc t ca sn phm. Nhng yu t bao gm: cc ch tiu phn nh cht
lng, cc c tnh, b cc b ngoi, c th, tn nhn hiu c th v c trng ca
 32

bao gi. Trong thc t khi tm mua sn phm, khch hng da vo nhng yu t ny,
cng nh nhng yu t ny m nh sn xut khng nh s hin din ca mnh trn th
trng, ngi mua tm n vi doanh nghip v gip h phn bit hng ha ca
hng ny so vi hng khc.
Cui cng l sn phm b sung. l nhng yu t nh tnh tin li cho vic
lp t, nhng dch v b sung sau khi bn, nhng iu kin bo hnh v iu kin
hnh thc tn dng vv... Chnh nh nhng yu t ny to ra s nh gi mc
hon chnh khc nhau trong s nhn thc ca ngi tiu dng v mt hng hay nhn
hiu c th. Khi mua nhng li ch c bn ca mt hng ha, bt k khch hng no
cng thch mua n mc hon chnh nht. n lt mnh, mong i mc hon
chnh v li ch c bn m khch hng mong i li ph thuc vo nhng yu t b
sung m nh kinh doanh s cung cp cho h. V vy, t gc nh Marketing, cc
yu t b sung tr thnh mt trong nhng v kh cnh tranh ca nhn hiu sn phm.

1.2.4.2 Gi c (Price)
Khng nhm vo mc ch tranh lun v hc thut v nhng l lun kinh t hay
v s hnh thnh ca gi c, ch gc ng dng Marketing vo thc tin kinh
doanh th trong trao i, gi c l mi tng quan trao i trn th trng. Nh vy,
gi c l biu tng ca gi tr sn phm, dch v trong hot ng trao i, v th
khng th thiu gi c bt k mt hot ng trao i no.
Tuy nhin, vi mi bn tham gia trao i th gi c cn c nhng ngha khc
nhau: i vi ngi mua th gi c ca mt sn phm hoc dch v l khon tin m
ngi mua phi tr cho ngi bn c quyn s hu, s dng sn phm hay dch
v ; cn i vi ngi bn th gi c ca mt hng ha, dch v l khon thu nhp
m ngi bn nhn c nh vic tiu th sn phm . iu ny cho thy vi ngi
mua th gi c l c s quyt nh mua sn phm ny hay sn phm khc, ni cch
khc, gi c l n by kch thch tiu dng; cn vi ngi bn, gi c l v kh cnh
 33

tranh trn th trng, quyt nh doanh s v li nhun, gi c gin tip th hin cht
lng sn phm v nh hng n chng trnh Marketing chung ca doanh nghip.
Phn tch cc yu t nh hng n gi c s gip nh qun tr hoch nh cc
chin lc gi c mt cch ng n, c th bin gi c thc s tr thnh mt v kh
cnh tranh ca doanh nghip. Xt v quan im Marketing ca ngi sn xut, cc
yu t nh hng n gi c c th chia thnh hai nhm l cc yu t kim sot c
v cc yu t khng kim sot c. Cc yu t ch quan c th kim sot c bao
gm cc chi ph lin quan n sn phm nh sn xut, bao b ng gi; cc chi ph
bn hng, phn phi; cc chi ph ym tr, xc tin bn hng. Cc yu t khch quan
khng kim sot c l cc quan h cung cu trn th trng; l p lc cnh tranh v
cc chnh sch can thip gi ca Chnh ph.
C nhiu phng php nh gi khc nhau da trn nhng c s nh gi khc
nhau. Doanh nghip c th nh gi da vo chi ph, hoc nh gi da trn gi tr
cm nhn, hay da trn mc gi ca i th cnh tranh. Mi doanh nghip c cc
phng php tnh gi khc nhau ph hp vi cc chin lc kinh doanh ca doanh
nghip.
Chin lc gi gip doanh nghip thch ng mt cch nhanh chng vi nhng
thay i v cu, v chi ph, khai thc ti a nhng c hi xut hin trong tng giao
dch v phn ng kp thi vi nhng th on cnh tranh v gi gia cc i th cnh
tranh.
- Chin lc gi Ht vng: Doanh nghip t bn sn phm ca mnh mc
cao nht c th, cho nhng on th trng ngi mua sn sng chp nhn sn phm mi
. Khi mc tiu th gim xung, h c th gim gi thu ht nhng khch hng vn
nhy cm v gi. Bng cch ny, doanh nghip bn sn phm mi s t c mc
doanh thu v li nhun cao cc on th trng khc nhau.
- Chin lc gi Bm chc th trng: Doanh nghip p dng chin lc
ny cho rng sn phm mi s c tui th di, nh vo vic bn gi ban u thp, th
 34

phn s gia tng nhanh chng, h s khai thc c hiu qu theo quy m, gi c th
tip tc gim xung m vn thu c li nhun mong mun.
Cc nhn t nh hng n quyt nh v gi bao gm nhng nhn t bn
trong v nhn t bn ngoi, c th c khi qut qua s sau:

Cc nhn t bn trong Cc nhn t bn ngoi

- Cc mc tiu Marketing Cc quyt - c im th trng v cu

- Marketing mix nh v gi - Bn cht v c cu cnh
- Chi ph sn xut tranh
- Cc nhn t khc - Cc nhn t khc

Hnh1.8: Cc nhn t nh hng n quyt nh v gi

1.2.4.3 Promotion (Xc tin hn hp):

Xc tin hn hp l cc hot ng qung co, khuyn mi, quan h cng chng
hoc marketing trc tip nh gi th, email nhm thng bo, thuyt phc v nhc nh th
trng mc tiu v s c mt ca sn phm v cc li ch do sn phm em li. [1]
Trong nn kinh t ngy nay, hu ht nhng ngi sn xut u ko bn hng ho ca
mnh trc tip cho nhng ngi s dng cui cng. Xen vo gia h l rt nhiu nhng
ngi trung gian Marketing thc hin nhng chc nng khc nhau v mang nhng tn
gi khc nhau. Hot ng Marketing hin i rt quan tm n cc chin lc xc tin
hn hp. y l mt trong 4 nhm cng c ch yu ca Marketing mix m doanh nghip
c th s dng tc ng vo th trng mc tiu nhm t mc tiu kinh doanh ca
doanh nghip. Bn cht ca cc hot ng xc tin chnh l truyn tin v sn phm v
doanh nghip ti khch hng thuyt phc h mua sn phm. V vy c th gi y l
cc hot ng truyn thng Marketing. Nhng doanh nghip kinh doanh hin i thng
 35

t chc iu hnh mt h thng xc tin hn hp phc tp. Mt s dng ch yu thng

c cc cng ty s dng trong cc chin lc xc tin hn hp l:
- Qung co: Bao gm mi hnh thc gii thiu mt cch gin tip v cao
nhng tng, hng ho hoc dch v c thc hin theo yu cu..
- Xc tin bn (khuyn mi): l nhng bin php tc ng tc thi, ngn hn
khuyn khch vic mua sn phm hay dch v
- Tuyn truyn (quan h cng chng): L vic kch thch mt cc gin tip nhm
tng nhu cu v hng ho, dch v hay tng uy tn ca mt dn v kinh doanh bng
cch a ra nhng tin tc c ngha thng mi v chng trn cc n phm, cc
phng tin thng tin i chng v min ph.
- Bn hng c nhn: L s gii thiu bng ming v hng ho qua cuc i thoi
vi mt hoc nhiu khch hng tim nng nhm mc ch bn hng
- Marketing trc tip: L vic s dng mt hoc nhiu cng c truyn thng
Marketing nh hng n quyt nh mua trc tip ca khch hng v to nn cc
giao dch kinh doanh mi a im.
i vi mi loi hnh chin lc xc tin hn hp, ngi ta u c mt tp hp
cc cng c chuyn bit thc hin truyn thng Marketing thch hp trong nhng
th trng c th i vi nhng hng ho c th
Chin lc Qung co Khuyn mi Quan h cng Bn hng c Marketing
XTHH chng nhn trc tip
a im, Bo ch, truyn Thi, tr chi, x Hp bo Trnh din bn Catalog, th
s kin thanh, truyn hnh s hng
Phng Bao b Thng, qu tng Ni chuyn Hi ngh bn Marketing qua
thc hng in thoi,
truyn ti email
Hnh thc Phim nh Mu cho hng Hi tho Chng trnh Mua bn qua
xut hin khen thng mng
Hnh thc - Phim nh - Hi ch trin - ng gp t - Mu cho - Mua bn qua
c th - Sch mng v t lm thng mi thin hng v tuyn, qua
gp - Trng by, trnh - Bo tr - Hi ch v internet.
 36

- p phch v t ri din - Tuyn truyn trin lm

- Sch nin gim - Phiu thng - Quan h vi thng mi
- Pano, bng hiu - Gim gi cng ng
- Trng by ti ca - Ti tr li sut - Vn ng
hng thp hnh lang
- T liu nghe nhn - Tip khch - Tp ch ca
- Biu tng v - Phiu mua hng doanh nghip
logo - Bn km c - T chc cc
gim gi s kin
Bng 1.1 : Cc cng c truyn thng Marketing.

1.2.4.4 Place (Phn phi):

Theo quan im tng qut, knh phn phi l mt tp hp cc doanh nghip v c
nhn c lp v ph thuc ln nhau, tham gia vo qu trnh a hng ho t gi sn xut
ti ngi tiu dng. Ni cch khc, y l mt nhm cc t chc v c nhn thc hin cc
hot ng lm cho sn phm hoc dch v sn sng ngi tiu dng hoc ngi s dng
cng nghip c th mua v s dng. Cc knh phn phi to nn dng chy hng ho t
ngi sn xut, thng qua trung gian, n tay ngi tiu dng cui cng. Tt c nhng
ngi tham gia vo knh phn phi c gi l cc thnh vin ca knh. C nhiu loi
trung gian thng mi tham gia vo knh phn phi v thc hin cc chc nng khc nhau.
Phn phi l vic t chc cc knh phn phi khc nhau sn phm hoc dch v
c th sn sng tip cn v bn cho th trng khch hng mc tiu. Ngoi ra, knh phn
phi cn c cc tc dng khc nh thu thp thng tin v khch hng v i th cnh tranh,
san s ri ro cho nh sn xut, hoc tn dng cc ngun lc v hiu bit ca knh phn
phi ti th trng mc tiu... Cc quyt nh ca nh qun tr marketing lin quan n
knh phn phi l:
- Quyt nh s cp ca knh: tc l quyt nh chiu di ca knh. Knh khng
cp l knh marketing trc tip gm ngi sn xut bn hng trc tip cho khch hng cui
cng. Cc hnh thc ph bin ca marketing trc tip l bn hng lu ng, bn hng dy
chuyn, t hng qua bu in, bn hng qua in thoi, bn hng qua ti vi hoc bn hng
ti cc ca hng ca nh sn xut. Knh mt cp c mt ngi bn hng trung gian, knh
 37

hai cp c hai ngi bn hng trung gian, ti mt s th trng c th c ti 6 cp trung

gian nh: ngi bn s, ngi bn s nh, ngi bn l, i din ca ngi sn xut v.v.
- Quyt nh thit k knh: da trn vic phn tch nhu cu khch hng, xc nh
mc tiu ca knh, xy dng nhng phng n chnh ca knh, nh gi phng n, kt
hp vi nhn nh v tim lc v kh nng ca doanh nghip, doanh nghip s quyt nh
v thit k knh. Quyt nh ny cng lin quan n vic phi quyt nh s lng trung
gian s s dng mi cp ca knh. Thng thng, c 3 cp chin lc: c quyn phn
phi (hn ch nghim ngt s ngi trung gian), phn phi chn lc, v phn phi t.
Mi cp chin lc s lin quan ti cc iu kin v trch nhim khc nhau ca cc thnh
vin trong knh phn phi. Nh qun tr nh gi knh phn phi da trn cc tiu chun
v kinh t so snh gia mc tiu th v chi ph, tiu chun v kh nng kim sot knh
phn phi v tiu chun v kh nng thch nghi ca knh phn phi vi s thay i ca
chin lc marketing. Nh qun tr cn a ra quyt nh chnh xc v vic la chn knh
no trong phn phi sn phm dch v.
- Qun tr knh phn phi: Sau khi xy dng c knh phn phi, nh qun tr
phi khng ngng thc y knh phn phi, xem xt knh phn phi, nh gi v loi b,
hoc b sung hon thin knh phn phi, hoc gii quyt cc quan h hp tc, mu
thun hoc cnh tranh gia cc knh phn phi.
Nh vy, trong 4P nu trn, sn phm, gi, xc tin khuyn mi v phn phi phi
phi hp hi ha vi nhau. Nh qun tr marketing khi iu chnh cc cng c marketing
mix cn phi tnh n tc ng ti cc cng c khc iu chnh chnh hp l.

1.2.5 T chc thc hin v kim tra Marketing

Sau khi thc hin cc bc lp k hoch v chin lc Marketing nu trn,
doanh nghip bt u thc hin sn xut sn phm/dch v, nh gi, phn phi v xc tin
bn sn phm/dch v . Trong giai on ny, tt c cc b phn ca cng ty u phi
tham gia vo hot ng: nghin cu, mua hng, sn xut, marketing v bn hng, nhn s,
hu cn (vn ti, kho bi), ti chnh, k ton.
 38

Trong giai on ny, c th pht sinh rt nhiu vn trong qu trnh thc hin,
thm ch mu thun gia cc b phn trong doanh nghip, sn phm kh c th sn xut
c do nhng gii hn v mt k thut, nng lc..., gi u vo qu cao hoc kh sn xut
hng lot sn phm vi cht lng ng nht... Thng thng, b phn bn hng v
marketing l thng gp kh khn trong giai on thc hin ny nht. Phn ln cc chin
thut marketing l ng, nhng khi thc hin thc t li tht bi. Tht bi c th do lc
lng bn hng ca cng ty khng c tp hun tt, cha hiu r v cc im c bit ca
sn phm, gi ca sn phm, qung co ti, khng cung cp c dch v nh doanh
nghip cam kt. v.v. Mt khc, cc cng tc qun tr sn xut, bn hng v chm sc
khch hng sau bn cn cha c gn kt tt vi nhau. thnh cng giai on ny,
cn phi c mi lin kt bn vng, lin mch gia tt c cc b phn chc nng c lin
quan ti khch hng, v marketing chnh l mi lin kt . Theo quan im hin i,
khch hng phi gi chc nng khng ch, cn marketing phi gi chc nng hp nht.
Kim tra n lc marketing l bc cui cng trong quy trnh qun tr
marketing ti doanh nghip. Cc doanh nghip thnh cng l cc doanh nghip bit
hc hi t thnh cng cng nh sai lm ca chnh doanh nghip ca mnh v cc
doanh nghip khc. Trong bc ny, doanh nghip cn thu thp thng tin phn hi t
th trng, xem xt v nh gi cc kt qu thu nhn c, ng thi tin hnh cc
bc ci tin, sa cha cc sai lm hon thin hn cc hot ng ca mnh. Trong
bc ny, cng ty c th nhn thy sai lm nm trong bc thc hin chin thut
marketing mix 4P hoc ngay trong bc phn on th trng, xc nh phn on
mc tiu v nh v. Mt khi khng c bc kim tra ny, cng ty s khng bao gi
c th nhn din v sa cha cc sai lm c. Vic kim tra thng c thc hin
theo 3 cch : kim tra k hoch nm, kim tra kh nng sinh li, kim tra chin lc.
+ Kim tra k hoch nm l nhim v nhm m bo chc chn rng cng ty s t
c nhng ch tiu tiu th, li nhun v cc ch tiu khc ca mnh. Trc ht, phi ra
nhng ch tiu r rng trong k hoch nm cho tng thng hay tng qu, phi lng ha
 39

c kt qu t c, phi tm ra c nhng nguyn nhn c bn dn n khng thc

hin c mc tiu. Sau , trong trng hp kt qu thc hin t thp hn mc tiu,
phi tm bin php khc phc khong cch gia ch tiu v kt qu thc hin.
+ Kim tra kh nng sinh li l nhim v o lng kh nng sinh li thc t ca
cc sn phm, cc nhm khch hng, cc knh thng mi v quy m n hng. Phn tch
kh nng sinh li l mt cng c c s dng o lng kh nng sinh li ca cc hot
ng marketing khc nhau. Nghin cu hiu sut marketing cng cn thit c th nng
cao hiu qu cc hot ng marketing.
+ Kim tra chin lc l nhim v nh gi s ph hp ca chin lc marketing
vi th trng. Do mi trng marketing lun lun thay i, cng ty cn nh k nh gi
li hiu qu marketing ca mnh c bin php ng ph ph hp.
Vai tr ca hot ng kim sot marketing l cung cp d liu v thng tin r rng
theo tng khong thi gian (bo co marketing) nhm theo di v kim sot kt qu d
kin v thc t, phn tch s khc nhau gia kt qu d kin v thc t, xc nh s khc
nhau nh xc nh cc hot ng cn thit cho vic phn cng trch nhim c nhn v sp
xp thi gian.
 40

CHNG 2
THC TRNG CNG TC QUN TR MARKETING
TI CNG TY C PHN DT MA NG

Hot ng Qun tr Marketing nh cp trong chng 1 c vi tr ht

sc quan trng i vi s tn ti v pht trin ca mt doanh nghip, c bit l
trong bi cnh hi nhp kinh t quc t v cnh tranh trn th trng ngy cng khc
lit. Cng ty c phn Dt Ma ng v ang tin hnh qun tr Marketing nhm
nng cao hiu qu hot ng kinh doanh v ngy cng khng nh v th trn th
trng.

hiu r hn v thc trng cng tc qun tr Marketing ca Cng ty c phn

Dt Ma ng, ni dung chng 2 ca lun vn s gii thiu v Cng ty, nghin cu
tng quan ngnh dt may v phn tch SWOT ca Cng ty, t phn tch thc trng
v nh gi cng tc qun tr Marketing ti Cng ty c phn Dt Ma ng.

2.1 CNG TY C PHN DT MA NG

2.1.1 Gii thiu cng ty c phn Dt Ma ng

Cng ty c phn Dt Ma ng c tr s t ti 47, Nguyn Tun, qun Thanh
Xun, H Ni, vi tng din tch 2.3 ha, c tn giao dch l Mua Dong Textile Joint
Stock Corporation. Cng ty chuyn sn xut cc sn phm o len, qun, vy len, bt
tt v cc sn phm lm t len.
Cng ty c thnh lp t nm 1960, vi qu trnh tn ti v pht trin gn 50
nm, c th ni Cng ty c phn Dt Ma ng l mt trong nhng doanh nghip c
lch s pht trin lu i nht trong ngnh dt ti Vit Nam. Tri qua nhiu giai on
thng trm ca nn kinh t t nc, qu trnh pht trin ca Cng ty c th chia lm
3 giai on: Giai on trc i mi (trc 1986), giai on sau i mi (1986 n
2005), giai on sau c phn ho (t 2006 n nay)
 41

2.1.1.1 Giai on 1960 1986:

Cng ty c phn Dt Ma ng khi mi thnh lp ch l mt x nghip nh vi
110 my dt, 22 my khu, 5 my xn v mt my do v i ng CBCNVC ch c
hn 300 ngi, vi c s sn xut th s lc hu, nhn lc ngho nn, cng vi nn
kinh t ng ca nn Cng ty ch sn xut mt hng o len tiu th trong nc. Hot
ng sn xut kinh doanh ca Cng ty gp nhiu kh khn o chin tranh v cng
cuc khi phc chin tranh, my mc thit b c k, lc hu, nhiu b phn h hng,
chnh xc km m khng c ph tng thay th, trnh tay ngh ca cng nhn
cn yu... Bn cnh , Cng ty lun trong tnh trng thiu nguyn liu trm trng,
nm 1982, nguyn liu ch cho 50% lc lng lao ng ca Cng ty. Cn b cng
nhn vin khng c vic lm, hot ng sn xut kinh doanh km hiu qu, cng l
mt thc trng chung ca cc doanh nghip nh nc trong thi bao cp
Trong giai on 1975-1985, Cng ty c s thay i cn bn, a im sn xut
ca Cng ty 3 ni chnh l 38 Hng Bng, xm 15 v xm 17 x C Nhu, n nm
1977 tp trung v mt mi, ng ti s 47 Nguyn Tun, Thanh Xun, H Ni, to
iu kin thun li cho khu qun l v pht trin sn xut ca Cng ty. Khong thi
gian 15 nm (1976-1990) ghi nhn bc pht trin khng ngng v quy m v
nng lc sn xut ca Cng ty. Mt h thng qun l v t chc sn xut c thit
lp vi 9 phng ban tham mu v 6 phn xng chnh l 3 phn xng dt, 1 phn
xng may, 1 phn xng hon thnh v 1 phn xng c in. i ng CBCNV
ngy cng ng o v nm 1979 t ti 1275 ngi, CNV cng c o to nng
cao tay ngh cho tng dy chuyn dt may hon thnh. Hng nm, cc k hoch
php lnh ca nh nc cho xut khu sang ng u nh CHLB c, Tip Khc,
Lin X, Mng C, Ba Lan... c Cng ty thc hin y v vt mc. Sn lng
nm 1979 xut khu t gn 800.000 sn phm.
 42

Thi k kinh t hu chin qua i, trong iu kin sn xut kinh doanh hon bao
cp, bc l nhiu yu km trong qun l khng pht huy c tnh nng ng t
ch sng to ca tp th CBCNV Nh my dt len Ma ng

2.1.1.2 Giai on t 1986 n 2005

- T nm 1986 n nm 1990
Sau i hi ng VI nm 1986, nn kinh t nc ta chuyn sang c ch th
trng, cch qun l c khng cn ph hp, nhn thc r tnh trng sn xut kinh
doanh km hiu qu ca Cng ty, ban lnh o kp thi i mi v mi mt, to
nhng tin rt c bn cho Cng ty vo nhng nm 90.
S nghip i mi to cho s chuyn bin mnh m, chuyn t qun l
theo kiu k hoch ho tp trung sang t ch hch ton kinh doanh, iu va to ra
kh nng pht huy ni lc, va t ra kh khn cho vic gii quyt bi ton kinh t th
trng nh hng x hi ch ngha. Ln u tin sn phm ca Cng ty c t trn
bn cn ca gi th trng, sc sng ca sn phm Ma ng th trng ni a
cng nh xut khu tr thnh ni trn tr ca ban lnh o. Vi vic tp trung thc
hin 4 i mi ca qu trnh sn xut kinh doanh: sn phm mi cng ngh mi
vt liu mi thit b mi quyt nh s tn ti v i ln ca Cng ty, Cng ty a
vo khai thc dy chuyn ko si th hin sc sng ca s nghip 4 i mi.
- T nm 1991 n nm 2005
Vi s sp ca Lin X (1991) v hng lot cc nc ng u, th trng
xut khu ca Cng ty dt len Ma ng qua cc hip nh thng mi t 400.000
n 700.000 sn phm xut sang c, Lin X, Ba Lan, Mng C... khng cn na.
Sc p ca hng nhp lu t bin gii pha Bc mi nm ti 6.000 tn nguyn liu si
acrylic v sn phm gia cng trn thu ca cc c s t nhn v h gia nh to ra
nhng kh khn v thch thc ln cho sn xut kinh doanh ca Cng ty dt len Ma
ng. Ngoi ra, cuc khng hong ti chnh, tin t khu vc ng Nam cng nh
hng rt ln n hot ng sn xut kinh doanh ca Cng ty, nhng kh khn ny
 43

i hi Cng ty phi khng ngng nghin cu, a dng ho mu m, mu sc, chng

loi sn phm vi cht lng cao, bn cnh phi ci t h thng qun l, v tm
kim cc th trng mi.
Cng ty Dt len Ma ng n lc phn u, chuyn mnh cng vi s thay
i v bin ng ca mi trng kinh doanh, Cng ty tin hnh i mi v hin
i ho cc my mc thit b sn xut, thay th cc my c lc hu, ng thi m
rng sn xut vi quy m ngy cng ln. Song song vi vic hin i ho trang thit
b l cng tc o to v o to li i ng CBCNV, t chc cc lp hc bi dng
nng cao tay ngh, trnh cho cng nhn. Thay v ch c 1 phn xng dt may v
phi mua si dt nh trc y, Cng ty m rng sn xut gm mt phn
xng si, mt phn xng nhum, bn phn xng dt may vi my mc thit b
tng i hin i, iu quan trng l Cng ty ch ng c phn nguyn liu
cho khu dt, nht l sn phm o len khi c cc n hng xut khu, mu sc cng a
dng do Cng ty t tin hnh nhum si. Vi quy m khp kn, Cng ty va tit kim
c chi ph, m bo c qu trnh sn xut t khu u n khu cui khng b
gin on, khng b ph thuc vo cc nh cung cp khc, va to thm cng n vic
lm v tng thu nhp cho CBCNV.
Trong qu trnh pht trin v i mi, m hnh doanh nghip nh nc dn dn bc
l nhng yu km v mt qun l, tr nn khng cn ph hp vi s pht trin. Hng
ng ch trng c phn ho cc doanh nghip nh nc, Cng ty dt len Ma ng
tin hnh c phn ho v tr thnh Cng ty c phn Dt Ma ng vo thng 1/2006.

2.1.1.3 Giai on 2006 n nay:

i mi hot ng kinh doanh ca cc DNNN c trin khai thc hin
nc ta t kh lu. Thc cht ca qu trnh c phn ho l s sp xp li cc DNNN
trong trng tm l tin hnh c phn ho nhm nng cao hiu qu sn xut kinh
doanh. C phn ho l mt bc ngot quan trng i vi Cng ty c phn Dt Ma
ng, chuyn t doanh nghip nh nc c bao cp v u i sang cng ty 100%
c phn, mt i rt nhiu h tr v li th tng c, Cng ty n lc gi vng
sn xut, pht trin th trng. S lng CBCNV c tinh gim ti a, t mt b
 44

my qun l cng knh vi i ng cn b cp trung ln ti 100 ngi nay gim

xung ch cn 40 ngi. C cu t chc b my qun l c b tr li gn nh ton
b. Chc nng nhim v ca tng b phn cng c quy nh li b bt cc khu
tha, ch trng pht trin cc khu quan trng m vic trin khai cn cha thc s
hiu qu.

2.1.2 Chc nng nhim v v c cu t chc b my qun l Cng ty c

phn Dt Ma ng
 45

i hi ng c ng

Ban kim sot

Hi ng qun tr

Gim c

Ph gim c Ph gim c
Ph trch kinh doanh Ph trch k thut

Trn Trn Trng Trng Trng Trng

g g phng phng phng phng
phng phng T chc Thit k Kinh XNK
Hnh Ti v LTL v k doanh
chnh thut

Qun c Qun c Qun c Qun c

phn xng phn xng phn xng phn xng
Ko si Dt Nhum Hon thnh

T trng t T trng t T trng t T trng t

sn xut sn xut sn xut sn xut

Hnh 2.1: C cu t chc Cng ty c phn Dt Ma ng

- i hi ng c ng: l c qun quyn lc cao nht ca Cng ty, bao gm
tt c cc c ng c quyn biu quyt v/hoc ngi c c ng c quyn biu
quyt y quyn.
 46

- Hi ng qun tr (HQT): do i hi ng c ng bu ra theo hnh thc b

phiu kn. HQT chu trch nhim qun l hoc ch o thc hin cc hot ng kinh
doanh v cc cng vic ca Cng ty trong phm vi nhim v ca HQT, l c quan
c y quyn hn thc hin tt c cc quyn nhn danh Cng ty tr nhng vn
thuc thm quyn ca i hi ng c ng. HQT c trch nhim gim st Tng
gim c v cc b phn khc ca Cng ty.
- Ban kim sot: do i hi ng c ng bu trc tip bng hnh thc b phiu
kn, c trch nhim kim tra cc bo co ti chnh hng nm, su thng v hng qu
trc khi trnh HQT. Thm nh kin ca n v kim ton, thm nh cc bo
co kim sot ni b, xem xt cc kt qu iu tra ni b v a ra kin phn hi,
kim tra tnh hp l v hp php trong cc lnh vc qun l, iu hnh hot ng kinh
doanh, ghi chp v lp s sch k ton cng nh bo co ti chnh
- Gim c: do HQT b nhim, l i din ca Cng ty trc php lut, Gim
c c trch nhim thc hin cc ngh quyt ca HQT v i hi ng c ng, k
hoch kinh doanh v k hoch u t ca Cng ty c HQT v i hi ng c
ng thng qua.
- Ph gim c ph trch kinh doanh: Tr gip gim c, trc tip ch o khu
mua bn nguyn vt liu, ph trch h thng tiu th sn phm, m rng th trng tm
i tc, ph trch o to li, o to mi v xy dng, sa cha, kin thit c bn
- Ph gim c ph trch k thut: Tr gip gim c, chu trch nhim v cc
vn k thut v chu s lnh o trc tip ca Gim c
Chc nng, nhim v ca cc phng ban nh sau:
- Phng hnh chnh: m bo cng tc hnh chnh, vn th ca Cng ty, ph
trch khu thit k v xy dng c bn ca cng ty.
- Phng ti v: Theo di tnh hnh ti chnh ca Cng ty, xc nh nhu cu v
vn, tnh trng lun chuyn vn, c nhim v t chc thc hin tan b cng tc k
ton, ph trch qun l vt t ti sn tin vn, tnh gi thnh, t chc hch ton k ton,
 47

cung cp thng tin chnh xc, kp thi cho HQT, ban Gim c, ng gp kin v
hiu qa hot ng sn xut kinh doanh ca Cng ty, lp cc bo co ti chnh.
- Phng thit k k thut: C 2 chc nng tng ng:
+ B phn thit k: Kt hp vi b phn Marketing xc nh nhu cu th
trng, nghin cu mu m, cung cp cc thng tin v quy cch tiu chun sn phm
cho phng iu hnh v xut nhp khu
+ B phn k thut: Ch th mu m, a ra v theo di k thut quy trnh
cng ngh dt may, quy cch sn phm, cht lng sn phm, hng dn k thut cho
cc t sn xut.
- Phng kinh doanh : Cung ng vt t, vt liu theo nhu cu sn xut, giao dch
vi khch hng trong v ngoi nc.
Nhm marketing thuc phng Kinh doanh: Thc hin cc nhim v Marketing,
tin hnh cng tc nghin cu th trng, tham mu cho gim c v cc chin lc
Marketing mix, thit lp mi quan h kinh t vi cc bn hng trong v ngoi nc...
- Phng T chc lao ng tin lng: Lp k hoch tuyn dng lao ng theo
yu cu ca cc phng chc nng, o to cng nhn hc ngh, qun l lao ng, tin
lng, thng v ph cp ca CBCNV trong Cng ty, chuyn thng tin cho phng k
ton tp hp chi ph v ghi s.
- Phng Xut nhp khu - iu hnh sn xut: C 2 chc nng chnh:
+ Thc hin cc nhp khu nguyn vt liu, my mc thit b, xut khu sn phm
+ Lp k hoch sn xut: iu , phn b k hoch cho tng phn xng sn
xut, theo di tin sn xut, d tr nguyn vt liu sn xut thng bo cho b
phn kinh doanh. Xy dng nh mc vt t, nh mc lao ng, tnh gi thnh k
hoch cc loi sn phm.
 48

Hnh 2.2 : Phn xng dt - Cng ty c phn Dt Ma ng

2.1.3 Tnh hnh hot ng sn xut kinh doanh ca Cng ty c phn Dt Ma ng.
Cng ty c phn Dt Ma ng l mt cng c b dy lch s so vi nhiu
doanh nghip trong ngnh. Tri qua 50 nm tn ti v pht trin, vi mc tiu gi
vng sn xut, tp th CBCNV Cng ty tng bc vt qua nhng kh khn
chung ca t nc sau chin tranh v ngy cng pht trin.
Cng ty c phn Dt Ma ng s hu khu t rng 2.3 ha, nm trn mt v tr
thun li cho vic sn xut kinh doanh, ngoi ra, Cng ty c ph duyt v cp
t ti khu cng nghip An Khnh. Cng ty bt tay vo vic xy dng v c k
hoch di di nh xng trong nm 2008. Tuy nhin, tin thi cng b chm do nh
hng ca vic gi nguyn vt liu tng qu nhanh nn k hoch di di c th b lui
li khong 6 thng n 1 nm. Bn cnh nh xng, t ai th vn bng my mc
thit b cng chim mt t l khng nh, Cng ty c khong hn 300 my dt, trong
khong 150 chic l my dt cp 12, cn li l cc cp my 3, 5, 7, 9. Cp my dt
c tnh bng s kim dt trn 1 inch dn my, s kim cng nhiu th mi dt cng
 49

nh v mt vi cng mn. Cp my 12 l gn ging vi mt vi o phng thng

thng ca chng ta. Cng ty c hai dn my in t dng Shimasiki cp my 7 c
th hot ng ngy m. Cha k cc my bn t ng dnh ring cho vic dt cc
loi np, c o... Trong tng lai gn, Cng ty c k hoch nhp thm 1 s my in
t phc v nhu cu v thi trang ca th trng. Ngoi ra, cng ty cn c h thng
my linking tng ng vi s my dt theo t l, c 3 th dt th 1 th linking, h
thng my mc git l, ty sy o len tiu chun cho ra nhng sn phm t tiu
chun quc t.
c im v sn phm ca Cng ty c phn Dt Ma ng: t nhng nm
1990 tr v trc, Cng ty sn xut v kinh doanh theo k hoch ca B Ngoi
Thng v sau l B Cng Nghip nh, nay thuc B Cng Thng. Cc sn
phm ca Cng ty phn ln phc v xut khu, cn lng hng tiu th trong nc
tuy c mt hu ht cc tnh trong c nc song sn lng cha ln. c im ln
nht ca cc loi sn phm ny i vi th trng ni a l ch tiu th ch yu cc
tnh min Bc, v hu nh ch t vo nhng thng ma ng. V vy i ng
CBCNV phi rt nng ng trong vic n u xu hng thi trang ca th trng ni
a, c k hoch duy tr sn xut trong nhng thng khng phi ma trong nm.
Bn cnh , th trng xut khu vn l th trng mc tiu trong c ngn hn v di
hn.
Mc tng trng ca doanh thu hng nm ca Cng ty c phn Dt Ma ng
thng k c nh sau:
 50

Bng 2.1: Doanh thu ca Cng ty c phn Dt Ma ng

Nm Doanh thu (VND) T l tng trng
2004 33.551.744.964
2005 35.084.901.419 4.56 %
2006 36.621.729.334 4.38%
2007 42.978.179.265 17.35%
2008 (d kin) 48.135.560.776 12%
Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng
Nhn chung mc doanh thu tng u qua cc nm, chng t tnh hnh kinh
doanh ca Cng ty n nh, tuy nhin con s khng c cao nh mong i, nu qun
l tt cc ngun lc th c kh nng con s ny s tng cao hn na.
S lng cng nhn ca cng ty giao ng t 650 n 800 cng nhn, thiu
cng nhn ang l vn trn tr ca ban lnh o Cng ty trong nhiu nm gn y.
Cng ty c bin php v tn cc tnh xa tuyn dng, tuy nhin s lng cng
nhn tuyn vo th t, m s lng cng nhn b vic th nhiu. L do l c th ca
ngnh dt len ch si ng vo my thng ca v rt, thi gian cn li sn xut cho
n hng xut khu th mt hng khng u, khi t hng th c th cho 1 s cng
nhn tm ngh, nhng n khi c n hng th nhng cng nhn ny khng quay li
lm na, y cng l ci kh cho cc nh qun l sn xut ti Cng ty c phn Dt
Ma ng. S lng cng nhn ca Cng ty c thng k qua cc nm nh sau:
Bng 2.2: Tnh hnh lao ng ca Cng ty c phn Dt Ma ng
Nm S lng cng nhn Tng/gim
2004 650
2005 630 -20
2006 640 +10
2007 600 -40
2008 650 +50
 51

Ngun: Phng T chc Lao ng tin lng CTCP Dt Ma ng

Th trng xut khu ca Cng ty n nay c m rng ra rt nhiu, khu
vc th trng xut khu chnh l EU, ng u v Chu . Kim ngch xut khu vo
cc khu vc th trng ny chim 70% tng kim ngch xut khu ca Cng ty [20].
Doanh thu t cc th trng xut khu cng chim t trng khng nh trong tng
doanh thu ca Cng ty, chim khong 40-60% tng doanh thu, ty thuc vo tnh
hnh kinh doanh v cc yu t khch quan ca mi trng v m ca tng nm.
 52

Bng 2.3: C cu kim ngch xut khu sang cc khu vc th trng qua cc nm
(n v: 1000 USD)

Khu vc 2001 2002 2003 2004 2005 2006 2007

Stt th trng Gi tr % Gi tr % Gi tr % Gi tr % Gi tr % Gi tr % Gi tr %
1 EU 223.763 24.6 390.136 36.8 645.744 34.3 711.412 40 783.866 38 664.224 28 740.135 29
2 M 99.450 10.9 100.035 9.4 143.499 7.6 118.569 6.7 144.396 7 189.778 8 256.201 9
3 ng u 165.751 18.2 190.066 17.9 304.934 16.2 321.829 18.1 412.561 20 427.001 18 569.335 20
4 Chu 124.313 13.7 150.052 14.1 358.746 19 287.395 16.2 309.421 15 593.057 25 654.735 23
5 Tip 215.476 23.7 170.059 16.0 340.809 18.1 254.076 14.3 309.421 15 284.667 12 398.534 14
6 Khc 80.120 8.8 60.158 5.7 90.000 4.8 85.000 4.8 103.140 5 213.500 9 227.734 8
Tng 908.873 100 1060.506 100 1883.732 100 1778.281 1.000 2062.806 100 2372.227 100 2846.673 100
Ngun: Bo co tng kt Phng XNK Cng ty c phn Dt Ma ng
 53

2.2 TNG QUAN TH TRNG NGNH DT MAY V PHN TCH SWOT

CNG TY C PHN DT MA NG

2.2.1 Tng quan th trng ngnh dt may.

Ngnh dt may Vit Nam khi sc t u thp nin chn mi ca th k XX
v c tc tng trng kh nhanh, hin nay ngnh dt may c xem l ngnh sn
xut mi nhn v c tim lc pht trin kh mnh. S pht trin ca ngnh dt may
trong thi gian qua c th nhn nhn vi nhng kt qu ng khch l:
- V nng lc sn xut, ngnh dt may pht trin c v chiu rng v chiu su.
S lng doanh nghip tng gp 5 6 ln so vi 10 nm trc. Theo thng k nm
2004, c nc hin c khong 1050 doanh nghip vi tng s lao ng khong trn 2
triu ngi Ngun: Bo co trnh by ti hi ngh Thch thc v gii php cho
ngnh dt may sau 2004 B Thng Mi . Trnh cng ngh c ci thin
ng k, nhiu cng on sn xut t c trnh cng ngh tin tin trn th gii.
- V th trng xut khu hng dt may lun c m rng gp phn thc
y nhanh tng trng kim ngch xut khu. Tc tng trng bnh qun trong
10 nm l 23.8% [12]. Hng dt may Vit Nam hin c mt trn 100 nc v
vng lnh th, trong c cch th trng dt may quan trng ca th gii nh
Hoa K, EU, Nht Bn.
- V sn phm, t l gia tng ni a trong ngnh dt may xut khu ngy cng
tng, xut khu sn phm vi nguyn, ph liu sn xut trong nc t khong 25
30%, trong khi con s ny ch l 2-3% trong giai on u nhng nm 1990. Ngnh
dt may thc hin tt ch trng ca Nh nc v sn xut hng trong nc thay
th hng xut khu, p ng nhu cu ngy cng cao ca cc i tng khch hng
trong x hi gp phn hn ch hng nhp khu
- Nm 2007 l nm thnh cng ca dt may trn thng trng quc t vi
vic em v 7,8 t ngoi t v dt may Vit Nam lt vo Top 10 i gia xut khu
dt may hng u th gii. y l tin B Cng Thng t ra ch tiu 9,5 t
USD kim ngch xut khu hng dt may cho nm 2008, tng 22% so vi nm 2007.
Th trng B Cng Thng Bi Xun Khu nhn xt: Vit Nam ang ng trong
 54

top 10 trong s 56 nc sn xut, xut khu hng dt may ln nht th gii. D tnh,
nm 2010, kim ngch xut khu dt may Vit Nam s t 25 t USD, lt vo top 5
cc nh xut khu dt may hng u th gii
C c nhng kt qu tch cc nhng ngnh dt may vn cn phi i mt
vi nhiu hn ch:
- Nng lc sn xut tuy c nng cao nhng mc sn xut thc t vn
thp hn nng lc sn xut thit k ch yu do khu o to cng nhn cha c
quy hoch c th, ch c chin lc o to di hn. Trnh sn xut nhn chung
vn trong tnh trng lc hu, mt cn i gia khu dt v khu may.
- Kim ngch xut khu tng trng nhanh nhng hiu qu xut khu cn thp
do ti 70% kim ngch xut khu thc hin theo phng thc gia cng, ch khong
30% xut khu theo phng thc bn sn phm (FOB). Bn cnh , ta cha ch
ng c ngun nguyn ph liu, cn b l thuc vo khc hng v mu m, kiu
dng, nguyn liu. Nng sut lao ng ca cng nhn cn mc thp .
- Th phn v khch hng dt may Vit Nam sang th trng th gii cn nh
b, cha tng xng vi vi tim nng sn c.

2.2.2 Phn tch SWOT Cng ty c phn Dt Ma ng

Sn phm ca Cng ty c phn Dt Ma ng l cc sn phm lm t len,
chim t trng khng ln trong c ngnh dt may, tuy nhin cnh tranh cng khng
km phn khc lit. Di y l phn tch SWOT cng ty c phn Dt Ma ng
trong bi cnh hi nhp kinh t quc t

2.2.2.1 C hi:
- S kin Vit Nam tr thnh thnh vin chnh thc ca t chc thng mi th
gii WTO, c hng cc u i v quyn li v nhiu mt, c i x bnh ng
nh cc thnh vin khc ca t chc ny. T ch ch c xut khu theo hn ngch
khi xut khu sang th trng Hoa K, by gi cc doanh nghip dt may c th xut
khu theo nng lc th trng m khng lo v hn ngch. Thu nhp khu hng dt
may ca Vit Nam vo cc nc thnh vin WTO s theo khung NTR, doanh nghip
Vit Nam s c iu kin thm nhp mnh hn vo th trng nc ngoi, tng thm
 55

kim ngch xut khu. Nguyn liu nhp khu cho hng dt cng gim xung r rt, to
sc cnh tranh mnh m cho hng dt may ni chung v hng dt len ni ring (thu
nhp khu cho nguyn liu si trc y l 30%-45% nay xung cn 3%-5%)
- Tr thnh thnh vin WTO, Vit Nam c c hi thu ht dng u t trc
tip v gin tip t nc ngoi, c bit l vo ngnh dt v cc lnh vc h tng
phc v cho sn xut, to iu kin thun li cho nn kinh t cng nh ngnh dt
may pht trin hn na. Bn cnh , vic lin doanh, lin kt vi cc cng ty nc
ngoi khng ch mang li ngun vn di do m cn mang li c hi tip cn trnh
qun l v cng ngh k thut mi.
- Dt l mt trong nhng ngnh ngh truyn thng ca dn tc Vit Nam, v
th vic tm kim nhn cng l khng qu kh khn cho cc doanh nghip dt. Nhn
cng trong ngnh dt may ca Vit Nam r, ngi cng nhn kho kho, c tay
ngh cao, cn c, ham hc hi.
- Quyt nh ca Th tng Chnh ph s 55/2001/Q-TTg, xc nh pht
trin ngnh dt may tr thnh mt trong nhng ngnh trng im, mi nhn v xut
khu. Ch tiu t ra i vi ngnh l n nm 2010 t kim ngch xut khu 8-9 t
USD. V th ngnh len cng c hng cc chnh sch u i, u tin pht trin.

T USD
9.5
10.0
7.8
8.0
5.8
6.0 4.5
4.3
4.0
2.0
0.0
2004 2005 2006 2007 2008 (d tnh)

Ngun: B Cng Thng

Hnh 2.3 : Kim ngch xut khu ngnh dt may Vit Nam
 56

2.2.2.2 Thch thc:

- Tr thnh thnh vin ca WTO, bn cnh nhng thun li nhn tin ca mt
sn chi bnh ng, th dt may Vit Nam cng gp nhng kh khn khng nh do
chnh sn chi bnh ng mang li:
Th nht, hng ro bo hi ti th trng ni a s khng cn, ton b thu
nhp khu trc khi gia nhp WTO (i vi sn phm may mc l 50%, sn phm
si l 30% v vi l 40%) s phi gim xung mc thp, khong t 10%-15%, l
mc chung ca cc thnh vin WTO, nh vy sn phm dt may Vit Nam s phi
cnh tranh vi hng dt may nhp khu ngay trn th trng ni a.
Th hai, kh khn ln nht ca dt may Vit Nam khi gia nhp WTO l
mt th trng M mt th trng di do vi 302.782.000 ngi tiu dng (thng
k nm 2007). Ci gi phi tr cho vic Quc hi M chp thun thng qua vic p
dng Quy ch thng mi bnh thng vnh vin i vi Vit Nam (PNTR) l
khng r: hng dt may Vit Nam s b Chnh ph M p dng ch theo di c
bit, v p dng bin php chng ph gi. Nhng yu t ny s gy kh khn trong
hot ng kinh doanh ca cc nh nhp khu M gp nhiu kh khn khi h lm n
vi cc i tc Vit Nam, buc h phi chuyn hng u t v n hng sang cc
nc khc.
Th 3, tr thnh thnh vin ca WTO vi cc iu khon m, u i v u t
nc ngoi thu ht cc cng ty 100% vn nc ngoi u t vo Vit Nam
tn dng cc li th v nhn cng, mi trng kinh doanh an ton, nn kinh t si
ng... Bn cnh nhng ci li khng th ph nhn th c 1 bi ton cnh tranh t
ra cho cc doanh nghip Vit Nam bi cc nh u t nc ngoi vi ngun vn di
do, vi cch qun l hiu qu, vi cng ngh tin tin... l nhng i th qu nng
k trong cuc cch tranh khng cn sc vi cc doanh nghip dt Vit Nam. Mt
khc, cc cng ty ny tr lng cao tng i cho ngi lao ng nn thu ht rt
nhiu cc lao ng c tay ngh t cc doanh nghip dt Vit Nam, lm cho cc
doanh nghip dt Vit Nam vo tnh th kh khn.
- Dt may Vit Nam ni chung v ngnh dt ni ring phi chy ua vi mt
Trung Quc khng l. Vi sc sn xut di do, nhn cng r, c th mnh v c
 57

nguyn ph liu, nay li c bi b hn ngch, lm cho ming bnh th phn ca

dt may Vit Nam v cc nc khc gim xung. Khng nhng th, mt thc t l
hng o len Trung Quc trn ngp th trng ni a Vit Nam, vi gi r, hnh thc
p, lm cho cc doanh nghip dt Vit Nam gp kh khn trong vic cnh tranh
vi hng Trung Quc ngay trn chnh sn nh.
- Phn ln nguyn liu ca Vit Nam sn xut trong nc ch l cc loi len
si t mt n hai thnh phn, ch yu l acrylic v cotton, trong khi nhu cu thi
trang ca ngi tiu dng ngy cng cao v a dng, i hi cc cht liu tng hp,
nhiu thnh phn, nhiu cht liu, mu sc a dng. V th, hu ht cc loi len si
cho sn xut c hng xut khu v tiu dng ni a u phi nhp khu, lm tng
gi thnh sn phm, gim s t ch v ngun nguyn liu, gy kh khn cho sn
phm dt Vit Nam.
- to dng, tng sc ht v nng cp sn phm o dt Vit Nam ln loi hng
thi trang cao cp, cc loi ph liu nh khuy, kho, ht nh, trang kim... c vai tr
quan trng. Vy m Vit Nam c rt t cc cng ty kinh doanh ph liu cao cp cho
may mc, y l im yu ca ngnh dt may ni chung v ngnh dt ni ring. Vn
thnh lp mt trung tm ph liu thi trang c a ra bn ci v lp k hoch
nhiu, nhng cho n ny vn cha c c trung tm ph liu dt may no hot ng
mt cch chuyn nghip h tr cho vic sn xut ca cc doanh nghip dt may.
- Thi tit tri t ngy cng m hn, thi gian ma ng c xu hng ngn i
so vi trc y lm cho nhu cu v hng o len gim xung, bn cnh cc mt
hng thay th o len rt phong ph v c kiu dng ln cht liu, do kinh doanh
hng len khng cn c thun li nh trc.
- Cc doanh nghip Vit Nam cha c cch qun l sn xut hiu qu, cha
tn dng c ht cc ngun lc, cha k vic lng ph cc ngun lc .
- Ngy Dt, May khng phi l ngnh mang li li nhun cao, khng phi l
ngnh nng nn khng thu ht c nhng ngi tr nng ng, ti gii nhn t
quan trng mang li s t ph v thnh cng cho ngnh thi trang dt. Bn cnh
, vic thiu nhn cng lun l vn kh khn chung i vi cc doanh nghip
dt may Vit Nam trong nhng nm gn y.
 58

- Do chi ph cao nn khu thit k cha c cc doanh nghip dt may quan

tm ng mc, mu m thng lp li, hoc copy ca cc n hng xut khu, hoc
lm tng t cc mu ca hng Trung Quc. Hnh vi ny va vi phm bn quyn,
va khng to c thng hiu dt Vit Nam, va khng to iu kin pht trin
cho ngnh thi trang dt.
Nhn chung, trong bi cnh hi nhp kinh t quc t, bn cnh cc thun li,
th cc doanh nghip dt may Vit Nam cng ng trc rt nhiu kh khn, thch
thc, i hi cc doanh nghip trong ngnh phi n lc, va t tm hng i cho
mnh, va st cnh bn cc doanh nghip cng ngnh tn ti v c mt ch ng
trn th trng ni a v th trng quc t y cnh tranh hin nay.

2.2.2.3 im mnh:
- Cng ty c phn Dt Ma ng ra i t nm 1960, s c mt lu nm trn
th trng v kinh nghim gn 50 nm hot ng trong ngh to cho Cng ty mt
thng hiu tt v uy tn i vi khch hng.
- Vi 50 nm trong ngh, nng lc k thut ca Cng ty c th p ng c yu
cu k thut ca bt c khch hng kh tnh no. Thc t cho thy, hu ht cc khch
hng nc ngoi u thy hi lng v cc sn phm dt bng my dt tay ca Cng ty.
- Cng ty c mt bng dnh cho hot ng sn xut rt rng ri (2.3 hecta),
nm trn mt v tr thun li trong lng thnh ph. V tr ny to thun li cho Cng
ty trong vic thu ht cn b v cng nhn sinh sng trong thnh ph lm vic ti
Cng ty, y l im mnh so vi nhiu cng ty phi xy dung nh my cc khu
cng nghip thng gp kh khn trong vic tuyn dng CBCNV.
- Vn l mt doanh nghip Nh nc c c phn ho, h thng my mc
ca Cng ty tuy khng hin i nh u t mi ca cc cng ty ln, nhng so vi
cc doanh nghip Vit Nam trong ngnh th c s h tng ca Cng ty c phn Dt
Ma ng c coi l y , quy m.
- Sau khi c phn ho, ti cu trc c cu qun l theo hng chuyn mn ho
chc nng th s phi hp gia cc chc nng cng nh gia cc phng ban phn
xng nhp nhng hn, hiu qu hn.
 59

- Cng ty c i ng CBCNV c o to lu nm, c tm huyt vi ngh v

tm huyt vi Cng ty, i ng cn b k thut tr nhit tnh trong cng tc, thng
xuyn trau di, hc hi, nng cao trnh chuyn mn cng nh nghin cu cp
nht kin thc, cng ngh mi, cc gii php hu hiu ng dng vo quy trnh
sn xut, qun l cng nh to ra cc sn phm c tnh khc bit.
- Cng ty c ch n, cho cng nhn ngay ti Cng ty, to iu kin thu ht
cng nhn ngoi tnh n lao ng ti Cng ty, khc phc tnh trng kh khn trong
vic tuyn dng nhn cng trong ngnh dt may.

2.2.2.4 im yu:
- My mc thit b ca Cng ty c u t t nhng nm 1960, tuy c lin
tc i mi, nng cp v b sung nhiu nhng vn cha thc s ng b. Cng ty
cha sc mnh ti chnh u t mua sm cc loi my mc hin i, cho php
Cng ty gim bt sc lao ng ca con ngi v tung ra th trng nhng mt hng
vi thit k c o, ch c cc loi my in t hin i mi dt c.
- Cn b qun l cp cao v cp trung: Cn thiu v cn yu! Nhn s l nhn
t trng tm cho thnh cng ca mt doanh nghip, vy m trong vi nm gn y
sau khi c phn ho, Cng ty lin tc mt i cc cn b, nhn vin tho vic, c
o to v c kinh nghim lm vic 4-5 nm, y chnh l i ng cn b nng ct
ca Cng ty trong tng lai. Vic chy mu cht xm ny t Cng ty vo tnh
hung kh khn yu cu ban lnh o phi c cc gii php cho vn nhn s.
- Thiu nhn cng l kh khn chung ca ngnh dt may.
- Cng tc nghin cu, khai thc v m rng th trng ca Cng ty cn yu i
vi c th trng trong nc v th trng quc t. Cng ty thng trong tnh trng
ngi ch khch hng tm n vi mnh ch cha thc s ch ng i tm kim khch
hng.
- Trong kinh doanh quc t, cng ging nh cc doanh nghip dt may Vit
Nam, Cng ty c phn Dt Ma ng thng k kt hp ng gia cng, va khng
mang li li nhun cao, va b i c hi thc hnh v kim li t cc dch v quc
t khc so vi hp ng gi FOB hoc CIF.
 60

- Cng ty cn b ng nhiu ngch th trng ni a: hin ti i tng khch

hng m Cng ty hng ti l khch hng trung tui, c thu nhp trung bnh. Sn
phm cho i tng khch hng ny lm trn cp my to, o dy, gi c phi thp
mi bn c, v iu ny th ng ngha vi li nhun thp. Cng ty hu nh b
ng th trng sn phm cao cp v trung cp cho la tui t 25 - 40, y l tui
rt tim nng cho cc loi hng thi trang cao cp, t tin. Trong khi Cng ty hon
ton c nng lc sn xut cc loi o len cao cp, t tiu chun chu u, vi
kiu dng mu m a dng. Phn on th trng ny chc chn s mang li nhiu
li nhun cho Cng ty.
- Mng li bn l gm ca hng v i l cha c u t ng mc, vic
trang tr, by hng v s a dng ca cc loi mt hng cha sc ht i vi ngi
tiu dng. Trong khi, cc nghin cu mi y cho thy th trng bn l Vit Nam l
mt trong nhng th trng tim nng trong khu vc, ngi tiu dng Vit Nam chi
tiu rt nhiu cho vic mua sm hng tiu dng, trong c mt hng o len.
- Khu thit k, to cc kiu dng hin i, lm nn thng hiu ca cng ty
cn cha hiu qu.
- Cng tc Marketing, nghin cu mi trng, phn tch c hi kinh doanh,
cng nh cc cng tc qung b thng hiu, xy dng hnh nh cha c thc
hin hiu qu.

2.3. THC TRNG CNG TC QUN TR MARKETING CA CNG TY C

PHN DT MA NG

Hot ng Marketing v qun tr Marketing ca Cng ty c phn Dt Ma

ng c giao cho Phng Kinh doanh m nhn. B phn Marketing c thnh
lp t nm 2000, n nay vn trc thuc phng Kinh doanh. Nhn vo kt qu kinh
doanh ca cng ty vi doanh thu tng u qua cc nm, kim ngch xut khu n
nh mc cao, th trng xut khu v th trng ni a c gi vng, ta c th
nh gi chung rng b phn Marketing ca Cng ty vi ngun nhn s hn hp,
v ngun ti chnh t i, c gng thc hin tt cc chc nng, nhim v ca b
phn mnh. Di y l nhng phn tch v thc trng cng tc qun tr Marketing
ca Cng ty c phn Dt Ma ng.
 61

2.3.1 Cng tc phn tch mi trng marketing ca Cng ty c phn Dt Ma ng

2.3.1.1 Mi trng marketing vi m:

a. Cc nhn t bn trong doanh nghip
- Ti chnh: Bo co ti chnh ca Cng ty c phn Dt Ma ng tnh ti thi
im c phn ho cho thy, tng ti sn ca Cng ty l 32 t, phn b u ra ti sn lu
ng v u t ngn hn (16 t) v ti sn c nh v u t di hn (16 t). N phi tr
ln ti 20,9 t, gn gp i ngun vn ch s hu ch chim 11,1 t. B phn marketing
ca Cng ty c phn Dt Ma ng nh gi rng ngun lc ti chnh ca cng ty so
vi cc doanh nghip dt trong ngnh th c th coi l tng i quy m. Tng ti sn
tng u do doanh thu tng u qua cc nm vi con s c th nh sau

T VND
48
50 42
35 36
40 33

30
20
10
0
2004 2005 2006 2007 2008 (d
kin)

Ngun: Phng Kinh doanh Cng ty c phn Dt Ma ng

Hnh 2.4 :Doanh thu ca Cng ty c phn Dt Ma ng
- Nhn s: Nhn s l mt trong ba yu t ca qu trnh sn xut, vic s hu
v s dng hiu qu ngun lc con ngi l vn quan tm hng u ca cc nh
qun tr. Lc lng lao ng ca Cng ty c phn Dt Ma ng tui thanh nin
(20 30 tui) chim ti 60.5% trong tng s 625 CBCNV, lao ng trung nin ch
chim 14%, iu ny chng t lc lng lao ng ca Cng ty l lc lng lao
ng tr. Cc cn b qun l k thut v cn b qun l hnh chnh u c trnh
i hc, cao ng, s lng cng nhn k thut t bc 4 tr ln chim 25%. B
 62

phn marketing nh gi l mt lc lng lao ng tr, nng ng, l nhn t quyt

nh trong vic thc hin cc chin lc do Cng ty ra.
Vn c cu nhn s ca Cng ty c phn Dt Ma ng c b phn
marketing kt hp vi b phn t chc hnh chnh thng k nh sau:
Bng 2.4: C cu lao ng ca Cng ty c phn Dt Ma ng.
Ch tiu S lng T trng
1 Cn b qun l k thut 8 1.3%
2 Cn b qun l hnh chnh 17 2.7%
3 Cng nhn trc tip sn xut 600 96%
Ngun: Phng T chc LTL Cng ty c phn Dt Ma ng
Nhn chung, nhn s b tr vi t l nh trn l kh hp l i vi mt doanh
nghip sn xut. Tuy nhin, c mt vn ang din ra m theo nh gi ca b
phn marketing l cn phi c bin php ngn chn v i ph, l vic chy mu
cht xm b phn cn b qun l k thut v cn b qun l hnh chnh cng nh
vic xo trn thng xuyn b phn cng nhn sn xut trc tip. iu ny s t
Cng ty vo tnh hung kh khn nu tnh trng ny cn tip tc.
- Cng ngh k thut: B phn Marketing nh gi yu t cng ngh c vai
tr rt ln trong vic sn xut kinh doanh ca Cng ty c phn Dt Ma ng.
Cng ngh i vi Cng ty c phn Dt Ma ng l nhng nghin cu ng dng,
gp phn lm tng nng sut lao ng, tng cht lng si v cht lng sn phm,
gim sc lao ng, v gim nhim mi trng, l vic mua v nhp khu cc my
mc thit b hin i a dng ho mu m v rt ngn thi gian hon thnh 1 n
hng. Vn cng ngh k thut c t ra Cng ty c phn Dt Ma ng.
T nm 2001, nm trong chng trnh H tr pht trin ca Chnh ph an Mch
DANIDA (Danish Develop Assistance) thng qua i s qun an Mch ti H
Ni, trin khai mt d n nm trong chng trnh hp tc B2B (Business to
Business), Cng ty c phn Dt Ma ng c 1 c hi rt tt nng cp h thng
nh xng, h thng my dt, my may, h thng l hi, h thng xe y s dng
trong phn xng... bng ngun vn h tr ca d n, bn cnh , cng nm trong
lot chng trnh h tr ny, cn c mt d n o to nhng nhn vin nng ct
 63

ca Cng ty, cho h lm vic trong mt mi trng nng ng, theo phng php
qun l hin i ca Chu u.
Hng nm, cng on cng ty trch ra 1 khon ti chnh thng cho cc
sng kin kinh nghim ca cng nhn, cc sng kin ny gip ch rt nhiu trong
vic nng cao nng sut lao ng ca cc phn xng.
- Vn ho doanh nghip: C th ni Cng ty c phn Dt Ma ng l mt
trong nhng cng ty c hot ng phong tro on th rt cao. Trong ni b cng ty,
CBCNV hiu bit v i sng gia nh ca nhau, nn h bit cm thng v h tr nhau
khi kh khn, Cng ty cn c k tc x cho nhng cng nhn ngoi tnh, hu ht h
u tm hi lng vi cuc sng y. V vn ho doanh nghip vi khch hng th
Cng ty c phn Dt Ma ng vn cn nhiu im cn khc phc. Do hn ch v vn
ngoi ng nn vic giao dch, trao i vi khch hng khng phi lc no cng thng
sut v khn trng. Mt b phn nhn vin trong Cng ty vn cn mang tc phong
lm vic c, cha thc s lm hi lng mi khch hng n t hng ti cng ty. Cng
ty vn quen vi vic khch hng tm n t hng, ch cha phi i sn tm khch
hng nn cng tc marketing v xy dng vn ho doanh nghip cha c ch trng.
iu ny t Cng ty vo mt thch thc mi, phi to ra c vn ho doanh nghip,
to ra c nt c sc ring cho doanh nghip nhm lm tho mn khch hng v
nng cao s gn kt ca CBCNV gia cc phng ban v vi Cng ty.
b- Ngun cung ng nguyn vt liu
Ngun nguyn liu
Ngun cung ng nguyn vt liu hin nay ca Cng ty c phn Dt Ma ng
l t 2 ngun chnh: t sn xut v nhp khu t nc ngoi vi s lng v t l
nh biu di y:
 64

Sn l-ng t sn xut
Tn
Sn l-ng nhp khu
700
600
500 239 245
202 250
400
170
300
200 376 372 396 350
275
100
0
2004 2005 2006 2007 2008 (k
hoch)

Ngun: Phng Kinh doanh Cng ty c phn Dt Ma ng

Hnh 2.5 : Ngun cung ng nguyn liu ca Cng ty c phn Dt Ma ng
Cng ty c phn xng si v nhum hot ng v cung cp nguyn liu cho
cc phn xng dt cng nh bn si trn th trng ni a. Sn phm thng l
si mt thnh phn acrylic, cotton v si tng hp n 2 thnh phn: acrylic/cotton,
cotton/nylon, cotton/wool, acrylic/wool. Nng lc sn xut ca phn xng si l
khong 400.000 kg/nm, nng lc sn xut ca phn xng nhum l 500.000
kg/nm, p ng nhu cu o ni a v mt s n hng xut khu.
Vic cng ty t sn xut si phc v cho sn xut h tr rt nhiu cho cng ty
trong vic t ch v nguyn liu sn xut kinh doanh, Cng ty thc hin chin
lc hi nhp v pha trc, m bo mt phn nguyn liu cho qu trnh sn xut,
y l mt chin lc tt yu ca Cng ty, va ch ng v nguyn liu, va to
cng n vic lm cho cng nhn.
Vn m cc nh marketing ti Cng ty c phn Dt Ma ng t ra l ti
sao khng pht trin sn xut si cung cp cho cc doanh nghip khc cng ngnh
m cha kh nng sn xut. Tuy nhin, nhng nghin cu v th trng v cc i
th cnh tranh a cc cn b lm marketing n quyt nh ch dng li quy m
va phi, ch yu phc v cho hot ng sn xut ca chnh Cng ty v nhng l
do sau: Th nht, th trng khch hng mua len ni a khng ln, do cht lng len
 65

sn xut ni a thua xa cht lng len nhp khu; th hai, phn th trng khng ln
c kh nhiu cng ty chuyn sn xut len, s l khng thng minh khi c gng
chia nh phn th phn vn ang nh; th ba, thc t l chi ph sn xut si cao hn
so vi vic nhp khu si t Trung Quc: chi ph sn xut 1 kg si acrlic ti Cng
ty c phn Dt Ma ng l 4 USD, trong khi gi ca 1 kg si nhp t Trung
Quc l 3,6 USD CIF H ni. Nh vy, sau khi nghin cu th trng, cc cn b
marketing quyt nh ch sn xut si quy m nh hin ti vi mc tiu chnh l
p ng mt phn cho sn xut ni a v trong cc trng hp khn cp.
S lng si nhp chim t l khng nh (35% - 40%) trong tng s lng si
tiu dng cho sn xut. Lng si ny ch yu nhp khu sn xut cho cc n hng
xut khu, thng th thnh phn v cht lng si do chnh khch hng yu cu, mt
phn dng sn xut mt s mt hng cao cp bn trn th trng ni a.
S dng cc si nhp khu t nc ngoi c cc u im l cht lng si tt,
a dng v chng loi, mu sc, cc cng ty nc ngoi vi phong cch lm vic
chuyn nghip nn p ng rt tt cc yu cu trong giao dch. Tuy nhin s dng
si nhp ca nc ngoi cng c rt nhiu bt tin: Do khong cch a l nn vic
vn chuyn hng t ni sn xut nc ngoi v Vit Nam lm mt thi gian v rt
ngn thi gian dnh cho sn xut; chi ph vn chuyn cng lm tng gi thnh sn
phm; cc th tc hi quan lm tn nhiu thi gian, nhn s v ti chnh; thu nhp
khu cng lm tng gi thnh sn phm; thm vo cc nh sn xut nc ngoi
thng yu cu thanh ton trc khi giao hng, thm ch trc khi sn xut lm cho
Cng ty nhiu khi gp kh khn v ti chnh khi thc hin nhiu cc hp ng mt
lc v tnh trng phi thanh ton tin si cho nh cung cp trc, cn khch hng th
sau khi nhn hng mi thanh ton.
iu cho thy v th yu hn ca Cng ty c phn Dt Ma ng trong
mi quan h vi nh cung cp nc ngoi, l do l s lng nhp khu ca Cng ty
c phn Dt Ma ng cha ln lm khch "vip". Hn na, cc nh cung cp
ch yu l do khch t hng Cng ty c phn Dt Ma ng chn trc v
cht liu si, nn Cng ty khng c nhiu chn la. Cng ty cng cha c mt h
 66

thng nh cung cp nc ngoi do chnh Cng ty tm kim, chn la cho ph hp

vi iu kin kinh doanh ca mnh.
Nhn chung, tuy cn nhiu kh khn trong vn nguyn liu cho hot ng
sn xut, nhng so vi cc cng ty khc cng ngnh th Cng ty c phn Dt Ma
ng vn c nhiu u th, do Cng ty c phn xng si v phn xng nhum,
gip Cng ty ch ng c ngun nguyn liu cho d cc loi nguyn liu cha
c a dng.
Ngun ph liu:
Ph liu s dng trong ngnh thi trang dt cng a dng khng km g thi
trang may, bao gm cc loi khuy, kho, ng ten, ruban, ht trai, ht , ht nha,
lng v v.v... Ph liu l yu t quan trng gip a dng ho mu m ca mt hng
o dt, to ra s khc bit v thu ht s ch ca khch hng.
Mt iu d nhn thy l th trng ph liu dt Vit Nam qu t cc nh cung
cp, 2 thnh ph cng nghip ln l H Ni v Si Gn cn kh tm kim c
ngun cung cp nguyn ph liu tt, cha k n cc tnh, thnh ni c rt nhiu cc
nh my dt, may nhng khng th mua c ph liu ni a. H ni c ph Hng
B, Si Gn c mt s ch ph liu nh nh Soi Knh Lm, cc ch ny hot ng
nh l, hng ch yu nhp t Trung Quc v, tnh n nh khng c, khng th coi l
ngun cung cp ph liu lu di cho hot ng sn xut ca Cng ty. Hip hi dt may
Vit Nam v cc cng ty dt may Vit Nam ni n mt Trung tm ph liu dt
may nhiu trn cc phng tin bo ch, nhng n nay th tnh trng kh khn v ph
liu vn l tnh trng chung ca cc doanh nghip dt may Vit Nam. Cng ty c phn
Dt Ma ng cng n lc a dng ho cc mt hng ca mnh bng cch nhp ph
liu t nc ngoi, tuy nhin mc gi ph liu nhp t cc cng ty cung cp cc loi
ph liu nh Hng Kng, i Loan, Thi Lan... th gi rt cao, lm cho mc chi ph
cho ph liu i khi chim n 20% gi thnh sn phm.
B phn Marketing nhn nh rng do nhng bt cp nn vic thit k mu
m cn gp nhiu hn ch, bt cp ny cn c s h tr v s hp tc ca cc cng
ty trong ngnh v s ch o v m t pha Nh nc.
 67

c- Cc trung gian Marketing

Cc trung gian Marketing ng vai tr quan trng trong vic pht trin th
trng ca Cng ty c phn Dt Ma ng, Cng ty c h thng cc i l ti rt
nhiu tnh thnh trong c nc. Sn phm ca Cng ty cng xut hin nhiu ti cc
siu th ln, ti h thng ca hng siu th ca Vinatex. Mt lot cc ca hng ti tr
s ca cng ty ti s 47 Nguyn Tun, qun Thanh Xun, H Ni. Trong bi cnh
cnh tranh gay gt hin nay, cht lng sn phm l cha , m vic s dng cc
cng c Marketing khuych trng nhn hiu v m rng th trng l vic v
cng cn thit. t hiu qu cao nht th hot ng ca b phn Marketing nn
kt hp vi s h tr ca cc cng ty dch v Marketing chuyn nghip, tuy nhin
trn thc t, Cng ty c phn Dt Ma ng cha c hp ng vi mt cng ty
dch Marketing no mt cch chuyn nghip.
H thng cc cng ty kho vn, cng ty vn ti, h thng ngn hng, cng ty
bo him, cng ty kim ton... gip Cng ty c phn Dt Ma ng t chc tt vic
tiu th sn phm ti tay ngi tiu dng cui cng.
d- Khch hng:
Khch hng ca Cng ty c phn Dt Ma ng bao gm c cc khch hng
trong nc v khch hng nc ngoi. Yu t khch hng s c phn tch k
trong phn phn on v la chn th trng mc tiu di y.

2.3.2 Cng tc la chn th trng mc tiu ca Cng ty c phn Dt Ma ng.

2.3.2.1- Phn on th trng v la chn th trng mc tiu:

Vi cc c s v tiu thc khc nhau, b phn marketing ca Cng ty c phn
Dt Ma ng phn on th trng ngi tiu dng thnh nhiu phn on khc
nhau, t a ra c la chn th trng mc tiu v xc nh v th ca mnh
trn on th trng mc tiu .
a- Phn on th trng theo vng, a l:
 68

Th trng ngi tiu dng ni a: B phn Marketing ca Cng ty c phn

Dt Ma ng nh gi khch hng ni a ch yu l ti H Ni v cc tnh min
Bc v min Trung, min Nam do c im v kh hu nng quanh nm nn sn
phm o len khng c nhiu th phn.
Th trng xut khu ca Cng ty kh a dng: ng u, Ty u, M, Nht...
Tng quan th trng c th hin Hnh 2.6 sau y:

Th tr-ng ni a
Nghn Th tr-ng xut khu
sn phm
600 519
500

400 318

300 192
197 180
200 138 147 150
89
69
100

0
2004 2005 2006 2007 2008 (d kin)

Ngun: Phng Kinh doanh Cng ty c phn Dt Ma ng

Hnh 2.6 : Sn lng xut khu v ni a
Biu trn cho thy th trng ni a c sn lng kh n nh v ngy
cng c cng c v pht trin, c bit t rt m, rt hi ko di cui nm 2007
u nm 2008 lm cho doanh thu t th trng ni a tng t bin. Tuy nhin, do
c im tiu th ca mt hng o len ch tp trung vo my thng lnh, cng ty
khng th khng ch trng pht trin th trng xut khu n nh sn xut.
V th, Cng ty xc nh phn b ngun lc u cho c 2 mng xut khu v ni
a.
Th trng xut khu th tht thng hn do rt nhiu yu t v c u vo v
u ra. u vo l do c im o xut khu thng s dng cc loi len ngoi nhp
v u ra l do vic p t quota ca M v EU i vi cc nh xut khu dt may.
Mu vng trn biu st gim mnh cho thy vic EU bi b hn ngch i vi
i gia hng dt may Trung Quc tc ng mnh n c cu xut khu dt may
 69

ton th gii. Tuy nhin, cho d th no th th trng xut khu vn l mt on th

trng y tim nng m chin lc di hn ca Cng ty cn tp trung pht trin.
B phn Marketing lun nhn nh rng chim lnh th trng xut khu l mc tiu
trong c ngn hn v di hn
b- Phn on theo nhn khu hc
Sn phm ca Cng ty c phn Dt Ma ng phn theo la tui c chia
thnh sn phm dnh cho tr em, cho nam gii v n gii vi c cu bnh qun nh
sau:

Trn 60 tui D-i 15 tui

17% 10%

15 n 25 tui D-i 15 tui

8% 15 n 25 tui
25 n 40 tui
40 n 60 tui
40 n 60 tui
37% 25 n 40 tui Trn 60 tui
28%

Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng

Hnh 2.7 : Phn loi sn phm theo tui
Cng ty c phn Dt Ma ng ch trng vo sn phm dnh cho la tui t
25 n 60 tui (chim 65% tng s lng), trong , sn phm cho i tng trung
nin (t 40 n 60 tui) chim t l ln cn sn phm cho la tui thanh nin (t 15
n 25 tui) th s lng rt t. B phn Marketing cng nhn nh rng Cng ty
cn cha tho mn c i tng khch hng cho nhu cu v thi trang cao l i
tng khch hng tr tui, m ch yu phc v nhu cu ca cc khch hng trung
nin c nhu cu n din trung bnh, c thu nhp trung bnh.

c- Phn loi theo tm l ngi tiu dng

 70

R tin
20% t tin
30%

t tin
Trung bnh
R tin
Trung bnh
50%

Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng

Hnh 2.8: Phn on sn phm theo tm l tiu dng
Sn phm t tin c tnh l cc sn phm c gi nhiu hn 200.000
ng/sn phm, sn phm trung bnh c gi t 100.000 200.000/ sn phm v sn
phm r tin c tnh l cc sn phm c gi nh hn 100.000/ sn phm. Cng ty
la chn th trng ngi tiu dng c thu nhp trung bnh v thu nhp thp. Tuy
nhin, cng ty ang c s iu chnh trong i tng khch hng, hng cao cp
dnh cho khch hng c thu nhp cao ang dn c ch trng, n mang li li
nhun cao v danh ting cho Cng ty.
d- Phn on theo c cu sn phm:

Sn phm khc
o tr em
3%
15%
o nam
o nam
Qun len 37%
Bt tt
5% o n
Qun len
o tr em
Sn phm khc

o n Bt tt
35% 5%

Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng

Hnh 2.9: Phn on theo c cu sn phm
 71

Cng ty ch yu sn xut cc mt hng o nam v o n, chim n 72% sn

lng sn phm, mt hng o tr em cng chim t l tng i l 15%, cn li cc
mt hng khc nh qun len, bt tt v cc sn phm khc l khng ng k.
Vi cc tiu ch phn loi khc nhau, tu chung li ta thy Cng ty c phn
Dt Ma ng la chn th trng mc tiu l sn phm dnh cho la tui trung
nin, c thu nhp kh, c xu hng thi trang truyn thng trn c th trng ni a
v xut khu.
Nhn chung, cng tc la chn th trng mc tiu ca Cng ty c phn Dt
Ma ng cha c ch trng v phn tch mt cch bi bn theo ng quy trnh,
ch yu da trn phng php thng k v nhn vo kt qa ca sn lng v doanh
thu ca nm trc.

2.3.2.2 La chn th trng mc tiu:

Cng ty c phn Dt Ma ng c kinh nghim hn 40 nm trong ngh, v
th vic la chn th trng mc tiu hnh thnh t rt lu. Cng ty quyt nh
la chn th trng mc tiu trn c s chuyn mn ho theo c tnh th trng.
Theo phng n ny, Cng ty tp trung vo sn xut mt loi sn phm c c tnh
nht nh p ng cho nhiu on th trng.
ng thi, trong qu trnh sn xut, trn c s nh gi tnh hnh sn xut
kinh doanh qua cc nm, Cng ty c nhng thay i trong vic la chn th trng
mc tiu cho ph hp vi bi cnh ca th trng trong nc cng nh th gii.
Theo , bn cnh vic ang dng ho cc loi mt hng c ngun gc t len si,
Cng ty c phn Dt Ma ng ch trng tp trung sn xut mt hng o len cho
mi la tui, trong c bit ch trng n sn phm dnh cho ngi c thu nhp
mc trung bnh kh, la tui t 25 n 60 tui trn c th trng quc t v th
trng ni a

2.3.2.3- nh v th trng
Hot ng to hnh nh: Cc hot ng Marketing ca Cng ty c phn Dt
Ma ng to ra c hnh nh trong tm tr khch hng l mt sn phm c
cht lng bn, gi c phi chng. Tuy nhin, trong kinh doanh hng thi trang th
 72

cht lng bn v gi c phi chng l cha , thit k mu m ng vai tr quan

trng trong vic in m trong tm tr khch hng v mt sn phm tt. B phn thit
k v b phn Marketing ca Cng ty c phn Dt Ma ng cn nhiu vic phi
lm hon thnh nhim v to ra hnh nh sn phm vi cht lng tt, gi c tt,
mu m p ca sn phm len ca Cng ty c phn Dt Ma ng.
Xc nh v th ca sn phm: Trn th trng mc tiu, Cng ty c uy tn lu
nm trong ngh, cng vi vic duy tr cc sn phm vi cht lng tt nn nhn
hiu ca Cng ty c phn Dt Ma ng c nh gi l c v th cao trong so
snh tng quan vi cc i th cnh tranh.
S khc bit ca sn phm, nhn hiu: Nhn hng ca Cng ty c phn Dt
Ma ng to s khc bit bng cch duy tr cc loi o vi cp my 3, cp my 5,
vi cc cp my ny th sn phm o len thng rt dy dn, m bo c tnh gi
m ca sn phm, tuy nhin li kh thit k c s khc bit v mt thi trang. V
th, trong thi gian vi nm tr li y, Cng ty ch trng nhiu vo vic sn
xut cc sn phm trn cp my 12, vi cht liu tt, va m bo tnh nng gi m,
va m bo c yu t thi trang.
phn tch v chin lc nh v th trng ca Cng ty c phn Dt Ma
ng, trc ht, ta hy xem xt cc nh v c trn on th trng m Cng ty
chn lm th trng mc tiu:
a- Trn th trng ni a
Hin ti trn th trng ni a, cnh tranh gia cc nh sn xut hng dt
khng qu gay gt. Trn th trng ni a, Cng ty c phn Dt Ma ng c mt
s thng hiu ca mt s i th cnh tranh to c ting tm trn th trng
ni a nh sau:
- Nhn hng Canifa: L nhn hng thuc quyn s hu ca cng ty TNHH
Hong Dng. Canifa to dng c mt thng hiu kh vng trn th trng ni
a, c th ni hng o len nhn hiu Canifa l mt trong nhng thng hiu Vit nam
c rt nhiu c gng trong vic cnh tranh vi hng Trung Quc. Nng lc sn xut
ca TNHH Hong Dng kh ln v ngy cng c cng c bi i ng nhn vin
tr, nng ng. Cc sn phm ca Canifa ch yu l cc sn phm vi thit k a dng,
 73

mu sc bt mt, cht liu ch yu l cotton v acrylic, dnh cho mi la tui, c bit

l cho la tui thanh nin t 20 - 30 tui. Tuy vy, Canifa khng mnh trong khai thc
khch hng la tui trung nin nh Cng ty c phn Dt Ma ng.
- Nhn hng Vietthy: Sn phm o len ca Vietthy c ting trn th trng ni
a. Tuy vy, Vietthy ch yu hng vo khch hng l n gii, hng thi trang. Hn
na, do Vietthy khai thc c hng len v hng vi nn vic tp trung vo pht trin sn
phm hng len cng khng c nh cc cng ty tp trung vo 1 dng sn phm.
- Nhn hng SAWOTRACO: l sn phm o len ca Cng ty Dt Len Si Gn.
y l sn phm c nhiu im chung vi Cng ty c phn Dt Ma ng nhiu
nht trong s cc nh cung cp sn phm len trn th trng ni a. Tuy nhin, do
t tr s Si Gn, nn vic khai thc th trng min Bc th trng chnh ca
sn phm len ni a cng c nhiu bt cp.
- Ngoi ra, cn rt nhiu cc nhn hng ca cc cng ty t nhn khc nh
Nataco ca Cng ty TNHH Dt Nam Thanh, HG ca Cng ty TNHH Dt Hin
Giang... v cc lng ngh sn xut cc sn phm ca ring h.
Nhn chung trn th trng ni a, Cng ty c phn Dt Ma ng xc
nh th trng mc tiu rt r rng l th trng cc sn phm o len dnh cho
ngi tiu dng trung tui, c thu nhp mc trung bnh kh. Cng ty xc nh
c mt cch r rng cc li th cnh tranh nh phn tch mc 2.3.1.1 v nh
v c sn phm ca mnh trn on th trng .
b- Trn th trng quc t
Th trng quc t l th trng rt kh tnh, yu cu cht lng rt cao. Trn
th trng ny, Cng ty c phn Dt Ma ng cha thc s nh v tt cho sn
phm ca mnh. Do xut khu ch yu theo hnh thc gia cng CMT, mi thng
hiu v quyn kinh doanh sn phm u thuc v ngi mua. Cng ty cng cha h
c i l hay vn phng i din no ca cng ty ti nc ngoi.
Tuy nhin, nu nhn theo hng tch cc th vic k kt hp ng thng qua
cc cng ty trung gian cng l mt bc m tip cn th trng th gii, nh
gi phn ng ca th trng vi cc sn phm ca Cng ty c cc chng trnh
Marketing ph hp trong tng lai. Cc doanh nghip trung gian l cu ni Cng
ty c phn Dt Ma ng tng bc hi nhp. Cng ty tin hnh xut khu t
 74

nhng nm 1990, n nay l thi im xc tin nhng chin lc Marketing

tip cn trc tip th trng th gii.

2.3.3 Thc trng vic xy dng chin lc kinh doanh ca Cng ty c

phn Dt Ma ng
2.3.3.1 Cng tc xy dng cng lnh ca doanh nghip.
Cng ty c phn Dt Ma ng l cng ty chuyn sn xut v kinh doanh cc
sn phm o len, si len, bt tt v cc sn phm lm t len cho khch hng thuc
mi la tui trn th trng trong nc v quc t. Mc tiu ca Cng ty l mang li
cho khch hng nhng sn phm vi cht lng tt nht, kiu dng p nht, gi c
tt nht vi thi tn tnh nht.
Cng lnh hay tm nhn ca Cng ty c phn Dt Ma ng cng ging nh mi
doanh nghip sn xut khc, l phc v khch hng mt cch tt nht bng cch cung cp
cc sn phm c cht lng tt vi gi c phi chng nht. Tuy nhin, vi cng lnh c
xc nh qu rng th ny, Cng ty s gp kh khn trong vic xy dng cc chin lc
hnh ng mt cch c th theo ui mc tiu ca doanh nghip.
2.3.3.2 Cng tc xy dng nhim v ca doanh nghip.
T mc tiu mang li cho khch hng nhng sn phm tt nht, kiu dng p
nht, gi c tt nht vi thi tn tnh nht, Cng ty c phn Dt Ma ng
ra cc gii php t khu nhp si, qua qu trnh sn xut, kim sot cht lng, cho
n khi sn phm c bn n tay khch hng, nh sau:
- Tm kim cc nh cung cp si trong nc v nc ngoi vi cht lng tt,
gi r, uy tn.
- Cng c v pht trin b phn thit k, sao cho cc mu thit k tung ra th
trng ng thi im, bt kp th hiu ca khch hng,
- Tng cng cc khu gim st trong chuyn, v khu kim tra cht lng
sn phm cui cng. m bo hng ra khi xng phi l hng hon ho.
- Thit lp mi, cng c li h thng i l bn hng, a ra nhng yu cu
i vi ngi bn hng, sao cho phc v tt nht yu cu ca khch hng.
 75

2.3.3.3 Chin lc pht trin doanh nghip

C th ni, cng ty c phn Dt Ma ng p dng c 3 chin lc pht trin:
pht trin theo chiu su, pht trin hp nht v pht trin rng.
- Pht trin theo chiu su: Trn thc t, Cng ty c phn Dt Ma ng
cha tn dng ht cc kh nng vn c ca sn phm v cha khai thc ht cc c
hi ca th trng. V th Cng ty p dng chin lc pht trin theo chiu su
thm nhp su hn vo th trng bng nhng k hoch v gii php Marketing
mnh m hn tng mc tiu th. t c cch ny, cng ty a ra cc gii
php nh khuyn mi, h gi thnh sn phm, tham gia cc hi ch thi trang
qung b thng hiu, tng c hi giao thng vi cc khch hng mi.
M rng hay pht trin th trng: L mt trong nhng mc tiu chin lc
ca Cng ty c phn Dt Ma ng, trong bi cnh cnh tranh ngy cng gay gt
ca nn kinh t ni chung v ca ngnh dt ni ring th vic tm thm cc khch
hng mi l v cng cn thit. Chin lc pht trin su dng ny gip Cng ty c
c h thng khch hng a dng, ngy cng m rng, khng b ph thuc vo
mt hoc mt vi khch hng chnh.
Pht trin hng ho: Bn cnh vic thc hin chin lc thm nhp su hn
vo th trng hin ti, m rng v pht trin cc th trng mi, cng ty cng tp
trung u t vo cng tc thit k, nhm a dng ho v lm mi sn phm, mu m
ca Cng ty, vi mc tiu gi cc khch hng c v thu ht thm cc khch hng
ca cc i th cnh tranh.
- Pht trin hp nht: Cng ty thc hin chin lc hp nht v pha trc
bng cch cng c cc phn xng si, u t vo cng tc nghin cu a ra
cc loi sn phm si mi vi mc tiu l t ch v ngun nguyn liu.
- Pht trin theo chiu rng: Cng ty b sung vo ngnh ngh kinh doanh
ca mnh lnh vc kinh doanh bt ng sn; kinh doanh n ung, vui chi, gii tr,
du lch...
Nhn chung, vic xy dng chin lc pht trin cng ty ca Cng ty c phn
Dt Ma ng cn lng lo, cha c cc mc tiu c th, cha a ra c nhng
chin lc hnh ng c th. Thm vo , Cng ty p dng c 3 chin lc pht
 76

trin: theo chiu rng, chiu su v pht trin hp nht l qu phn tn, s lm cho
b phn Marketing cng nh cc phng ban khc gp lng tng trong vic ra cc
cng vic c th nhm thc hin theo chin lc pht trin.

2.3.4 Hoch nh cc chng trnh Marketing ca cng ty CP Dt Ma ng

2.3.4.1 Cc quyt nh v sn phm

Cng ging nh mi sn phm thng thng khc, o len ca Cng ty c phn
Dt Ma ng c cu to bi cc cp li ch c bn, cp sn phm hin
thc, v sn phm b sung. Lin tc ci tin k thut, nng cao cht lng, a dng
ho mu m lun lun l mc tiu chin lc nm trong cng lnh hot ng ca
Cng ty. lm tt cng tc ny, b phn Marketing ca Cng ty cho rng phi
kim sot tt quy trnh sn xut ca Cng ty.
Quy trnh sn xut ti Cng ty c chia ra lm 2 cng on chnh l cng
on ko si v cng on dt.
- Cng on ko si: Nguyn liu ban u l x len nhp t nc ngoi (ch
yu l t Trung Quc), x len c a vo san ghp nhiu ln sau ko thnh si
th, si th c chuyn my con sau nh ng thnh si n nh, nhng si
n nh s c se nhiu si vi nhau ri cho chy qua my u sn phm c
sn chc, bn, khng b t on. Si len s c nh thnh tng ng nh, ri
gung thnh con len, qua x l hp sy v nhum mu. Si sau khi hp nhum
c kim tra li, nh ng si v nhp kho theo quy trnh s di y
 77

X len My ghp My ko My ko My ng
si th con

Hp, sy, Gung nh ng u si Se si

nhum si

Kim tra nh ng Bao b Nhp kho

ng gi

Hnh 2.10: S hot ng phn xng Si

- Cng on dt: Nguyn liu ban u l si len t nhiu ngun khc nhau, len
c a vo dt thnh tng mnh, sau c chuyn sang b phn linking rp
vo thnh sn phm, tu thuc vo thit k ca sn phm c phi ct xn v may
hay khng, sau c chuyn sang phn xng hon thnh hon tt cc khu
ty, git, l, tha khuyt, may mc, ng gi v hon thnh nhp kho theo s
sau:

Len si Dt mnh Linking, may Ty git L

Nhp kho ng gi KCS May mc

Hnh 2.11: S hot ng phn xng Dt

Mun kim sot tt cht lng sn phm cui cng, th khu gim st cht
lng tng khu l rt quan trng. V im mu cht ca vn cht lng l
thc v 2 t cht lng ca tng ngi cng nhn. Nu mi ngi cng nhn
tng khu u c trch nhim vi cht lng ca cng vic ca mnh, v ca ngi
khu trc, th sn phm cui truyn lun lun l sn phm hon ho. B phn
kim tra cht lng sn phm (KCS) cng ng vai tr quan trng, nhng gii
quyt tn gc ca vn vn l thc v cht lng ca ngi cng nhn.
 78

Cam kt cht lng: Mi ch thc hin i vi cc n hng xut khu, nu

cht lng sn phm khng t yu cu, ngi mua c th c gim gi, hoc tr
mt phn tin trong tng s phi tr. Cn i vi ngi tiu dng ni a, vic cam
kt cht lng cha c quan tm.
Cht lng thit k: Do nhng thay i nhanh chng v th thiu, cng ngh,
tnh hnh cnh tranh, do , mt doanh nghip khng th tn ti v pht trin nu
ch da vo nhng sn phm hin c. Cng ty c phn Dt Ma ng c mt i
ng thit k vi kinh nghim lu nm trong ngh, c nhim v tm kim v ch th
cc loi mu mi, theo thit k mi ca mnh, v ci tin nhng mu m ca cc
khch hng nc ngoi. Cc cng ty nc ngoi thng c nhng nghin cu xu
hng mt v a ra cc sn phm n u th trng. Xu th , sau mt thi
gian, theo ng vng pht trin sn phm, s tr thnh mt ti chu v Vit
Nam, v th, nghin cu v vn dng cc mu m mi ca khch hng chu u s
gip Cng ty kt hp vi cc mu thit k ca mnh ra c nhng b su tp
cho th trng ni a.

2.3.4.2 Cc quyt nh v gi c
Trn th trng ni a, mc gi trung bnh ca sn phm ca Cng ty c phn
Dt Ma ng l khong t 100 nghn n 200 nghn, nh sau:
Bng 2.5: Gi thnh sn phm ca Cng ty c phn Dt Ma ng.
Tn m M t Thnh phn Gi thnh
10821 o n c tim 100% acrylic cashmere like 150.000 vnd
10822 o n c cao 85% visco 15% nylon 170.000 vnd
10823 o nam c tim 80% wool 20% nylon 2/28 nm 220.000 vnd
10824 o nam vn thng 80% wool 20% nylon 2/28 nm 185.000 vnd
10825 o nam gil 50% wool 50% acrylic 95.000 vnd
10826 o tr em cao c 80% cotton 20% wool 120.000 vnd
10827 o b gi thu bng 100% acrylic 80.000 vnd
10828 o n ci khuy 100% cotton 30s/2 nm 130.000 vnd
 79

Ngun: Phng kinh doanh - Cng ty c phn Dt Ma ng.

Cn trn th trng xut khu, gi ca Cng ty thng giao ng t 10 USD
n 30 USD, ty thuc vo cht liu si v phng php tnh gi (CIF, FOB)
Phng php tnh gi
Cng ty c phn Dt Ma ng thng p dng mc gi da vo chi ph. Gi
mt m sn phm c tnh nh sau:
Gi thnh = n gi tin lng
+ Chi ph nguyn liu
+ Chi ph ph liu
+ Chi ph c bit
+ Chi ph khc
+ % ri ro
Trong , cc chi ph c th c tnh nh sau:
- n gi tin lng c tnh theo s sn phm trung bnh m mt cng
nhn 1 ngy sn xut ra vi nng sut lao ng trung bnh. nh mc ca mi m
tu thuc vo mc kh d ca tng thit k, vi mt thit k kh trung bnh th
nh mc ca mt ngy trung bnh l 5 o / ngy.
- Chi ph nguyn liu l gi len sn xut hoc nhp khu, thng cng thm
10% tiu hao khi tnh chi ph.
- Chi ph ph liu l cc chi ph ph liu thng thng nh ch, khuy o, v
cc ph liu thng thng khc. Mc chi ph ny thng l 0,35 usd/sn phm.
- Chi ph c bit thng pht sinh t cc loi ph liu c bit do khch
hng yu cu.
- Chi ph khc c tnh l cc chi ph lin quan n qu trnh sn xut nh
tin in, tin nc, chi ph qun l... Cng ty p dng mc 0,5 usd/sn phm cho
mc chi ph ny.
- T l % ri ro chnh l li cho sn phm, t l ny nhiu hay t ph thuc vo
mc ri ro v yu cu cao hn hay thp hn ca khch hng. Thng thng t l
ny giao ng t 7 n 12%.
Cng ty c phn Dt Ma ng la chn chin lc gi theo kiu bm chc
th trng do nhng nghin cu v th trng v phn tch SWOT ca Cng ty.
 80

Cng ty t nim tin vo cht lng tt v mc gi tt ca sn phm, cng vi uy

tn lu nm trong ngnh s ngy cng chim c lnh th trng
Trn th trng ni a, Cng ty lun nh gi theo mc gi hin hnh v
nhiu l do, th nht, trn th trng ni a, hu nh cc nh sn xut phn nh
th trng bn l rt rch ri, nn vic ln sn hoc cnh tranh trc tip bng cch
tung ra cc sn phm tng t vi mc gi r hn l khng qu nguy him, cc mu
m thit k ca Cng ty l khc bit vi cc nh sn xut ln khc, v vy Cng ty
c th p dng mc gi ca mnh c tnh ton da trn chi ph sn xut. i
tng c th bt chc kiu dng ca Cng ty c phn Dt Ma ng nht, l
cc h gia nh ti cc lng ngh, h c th sn xut c ra cc sn phm tng t
vi mc gi rt r, tuy nhin vi cht liu v ng kim mi ch khng th bng
c cht lng ca cng ty, hn na, nhng i tng cnh tranh ny c quy m
nh l, d c nh hng, nhng nh hng khng qu nghim trng n chin lc
kinh doanh ca Cng ty. Hn na, nu chy ua gi c vi cc i tng ny, Cng
ty s thua h, v h khng tn chi ph thit k, sn xut bng ngun len tn dng,
quy m gia nh nn tit kim c chi ph v gim c gi thnh xung mc thp
nht. Tuy nhin, y l vn m Cng ty ni ring v cc c quan qun l cn
quan tm trong di hn, hn ch tnh trng n cp bn quyn thit k nh hin
nay.
Trn th trng xut khu, Cng ty p dng c hai phng php tnh gi. Cng
ty a ra mc gi ca mnh, hoc gim gi cho khch hng t mc gi cnh
tranh hn mc gi ca nh sn xut khc (ch yu l Trung Quc, Bng la t).

2.3.4.3 Cc quyt nh v phn phi v xc tin hn hp.

a- Cc quyt nh v phn phi
Cng ty c phn Dt Ma ng c mt h thng i l trn nhiu tnh thnh
trong c nc, cng ty cn s dng h thng ca hng ca cc cng ty may mc ln
v cc siu th trn khp cc tnh thnh trong c nc. Tuy nhin, v thc trng kinh
doanh v hiu qu hot ng ca cc i l ny cha thc s t mc mong mun:
- H thng ca hng ca cng ty: C s h tng cn yu km, nm trn v tr
rt p nhng cha c nng cp xng ng vi tim nng, ch th o v
 81

gng soi cho khch hng khng tin nghi, c t nhn vin phc v. Cch by bin
sn phm cha bt mt, cha hp l vi sn phm bng cht liu len.
- H thng i l trn ton quc: S h tr t pha Cng ty trong vic sa
sang v nng cp ca hng cn rt yu, cc i l hu nh phi b ton b chi ph
u t m mt ca hng cung cp sn phm o len ca Cng ty. Phn trm hoa
hng 10% cng t hn so vi cc nh sn xut khc.
b- Cc quyt nh v xc tin hn hp
Cng ty c phn Dt Ma ng a tiu ch cht lng tt v gi c hp l ln
hng u, tuy nhin dch v khch hng vn l khu m Cng ty cn quan tm ci
thin. Vn l cng ty nh nc c phn ho, Cng ty c phn Dt Ma ng vn cn
phn no cung cch bn hng theo kiu c, cha thc s coi khch hng l thng .
Cng ty c phn Dt Ma ng s dng cc chin lc xc tin hn hp sau:
Qung co: Cng ty kt hp vi i Truyn Hnh H Ni lm cc chng
trnh gii thiu v cng ty trn i truyn hnh H Ni, trn VTV1 v mt s
chng trnh khc
Khuyn mi: Cng ty lun c chng trnh khuyn mi cho khch hng mua
vi s lng ln
Cng ty cng tch cc tham gia cc hi ch, trin lm gii thiu sn phm, t
chc cc m trnh din thi trang qung b thng hiu.

2.3.5 T chc thc hin v kim tra cc hot ng Marketing ca cng ty

CP Dt Ma ng

2.3.5.1 Kim tra vic thc hin k hoch nm

Mc ch ca vic kim tra vic thc hin k hoch nm l nhm xc nh
xem trn thc t cc ch tiu t ra c hon thnh hay khng. Cc ch tiu v i
tng thng c Cng ty kim tra di vi thc hin k hoch nm bao gm:
- Vic phn tch kh nng tiu th chung trn tng khu vc c v doanh s v
khi lng c tin hnh kh tt, nhm tm nguyn nhn vt hoc khng hon
thnh k hoch tiu th
 82

- Cng tc phn tch th phn cha c tin hnh ng b trn quy m rng, ch
yu cc phn tch th phn v nghin cu v v th cnh tranh ca Cng ty da trn cc
bo co bn hng ca cc i l. Do , thng tin cha thc s bao qut v chnh xc.

1.3.5.2 Kim tra kh nng sinh li.

Cng ty c phn Dt Ma ng thng tin hnh kim tra kh nng sinh li
theo cc i tng sau:
- Kh nng sinh li ca tng mt hng khc nhau: Da trn cc bo co ca
Phng Kinh doanh theo tng thng, tng qu, b phn Marketing tng kt v nh gi
kh nng sinh li ca tng m hng theo ch tiu doanh thu, li nhun v s lng sn
phm tiu th. Trong ngn hn, nhng nh gi v kh nng sinh li ca tng mt hng
gip Cng ty lp k hoch sn xut cho thi gian ti, cn trong di hn, nhng nh gi
ny gip cng ty xy dng v la chn th trng mc tiu ca mnh.
- Kh nng sinh li trn tng th trng v a bn khc nhau:
Trn th trng ni a, Cng ty c phn Dt Ma ng c h thng i l
trn nhiu tnh thnh trong c nc, bo co kt qu kinh doanh ca tng i l ny
s gip b phn Marketing thng k v nh gi c kh nng sinh li trn tng
a bn khc nhau.
Trn th trng th gii, bo co kt qu t phng kinh doanh lun th hin
doanh s v li nhun ca tng n hng xut theo cc khu vc a l khc nhau.
Da trn nhng thng tin ny, b phn Marketing nh gi v xut cc bin php
ch trng pht trin cc th trng c kh nng sinh li cao hn, ng thi tm ra
nguyn nhn chm pht trin ca cc khu vc c doanh s thp.
- Kh nng sinh li ca tng knh phn phi: thng qua cc s liu thng
k, b phn Marketing s nh gi tnh hiu qu ca cc knh phn phi ang c
a ra nhng quyt nh vic ch trng pht trin knh phn phi qua cc ca hng
i l, hay qua cc cng ty trung gian...
Tng hp cc ngun thng tin nh gi t cc s liu thc t thu c t
doanh thu, li nhun, s lng sn phm tiu th, kt hp vi kt qu ca vic
nghin cu th trng v nhng nh gi chin lc ca ban gim c, b phn
 83

Marketing a ra nhng nh gi tng quan v kh nng sinh li v ra nhng

phng hng cho hot ng Marketing ca Cng ty trong tng lai.

1.3.5.3 Kim tra chin lc.

Trn thc t, vic kim tra chin lc cha c Cng ty quan tm, nguyn
nhn su sa l do cng tc qun tr Marketing cha c ch trng tho ng. Kim
sot Marketing l vic nghin cu nh k khch quan c h thng v ton din mi
trng Marketing ca doanh nghip, nhim v, chin lc v mi hot ng mang
tnh nghip v khc nhm pht hin nhng vn ny sinh v kh nng ang m ra,
t a ra nhng kin ngh v h hoch hot ng nhm ci thin hot ng
Marketing ca mnh.

2.4 NH GI CHUNG V CNG TC QUN TR MARKETING TI CNG TY

C PHN DT MA NG

2.4.1 Nhng thnh tu t c

- Cng ty c phn Dt Ma ng ra i t nm 1960, lin tc n gng v n lc,
vt qua mi giai on kh khn ca t nc, v kinh nghim gn 50 nm hot ng
trong ngh to to dng c mt thng hiu tt v uy tn i vi khch hng. Thnh
tu ny rt ng k, n l nn mng cc th h tr ca Cng ty hc tp v noi theo.
- Cng ty lin tc ci tin cng ngh v nng cao nng lc sn xut. Nng lc
sn xut v k thut ca Cng ty c th p ng c yu cu k thut ca bt c
khch hng kh tnh no. Thc t l Cng ty v ang sn xut nhiu n hng
ca cc hng hng hiu trn ton th gii nh: More and More, Gerry Weber, Green
House, Zara, Day, Carla du Nord, 2 Biz, Quro...
- Trong qu trnh hot ng, Cng ty khng ngng u t ci tin h thng
my mc, v vy, cng ty c mt c s h tng rt tt phc v sn xut.
- C cu qun l bc u c ti cu trc theo hng chuyn mn ho
chc nng v c s phi hp nhp nhng gia cc chc nng cng nh gia cc
phng ban phn xng
- Tn ti v pht trin qua tng thi k thng trm ca t nc, tng i
mt vi rt nhiu kh khn v th thch, Cng ty c phn Dt Ma ng vn ng
 84

vng v ngy cng pht trin, ng gp khng nh vo GDP ca quc gia, xut
khu mang li ngun ngoi t, to cng n vic lm cho hng ngn lao ng.
- Doanh thu lin tc tng qua nhiu nm
- Cng ty m rng th trng sang nhiu khu vc, trong c nhng khch
hng rt tim nng, ha hn mt tng lai tt cho ngnh dt Vit Nam ni chung v
hot ng sn xut kinh doanh ca Cng ty ni ring.
- Cng ty hng nm u c cn b i hc v nghin cu th trng nc
ngoi, vi mc ch ci thin tnh hnh sn xut v trnh qun l. Bn cnh ,
Cng ty cng u t, thu cc s ph Trung Quc (s ph l ngi hng dn,
kim sot k thut trong mt phn xng ch thch ca tc gi) n lm vic ti
Cng ty chn chnh v ci tin tnh hnh sn xut ca Cng ty, qua trnh
sn xut v thc lm vic ca cng nhn tng ln ng k.
- Cng tc phn tch mi trng bt u c ch trng v pht huy tc
dng. Cng ty tin st hn vi nhu cu ca khch hng m bng chng l sn
lng bn nm sau tng hn nm trc.
- Cng tc lp k hoch, t chc, thc hin v kim tra Marketing bc u
c tin hnh v ngy mt i su vo cc hot ng thng nht ca Cng ty.

2.4.2 Nhng tn ti ca cng tc qun tr Marketing ti Cng ty c phn

Dt Ma ng
Cng tc phn tch mi trng:
Vic phn tch mi trng cn nhiu yu km, nht l vic phn tch v d
bo xu hng th trng trong thi gian ti. Cng ty cha t chc cc nghin cu
th trng mt cch quy m v c h thng, cha nh gi ng tm nh hng
quan trng ca cc yu t ca mi trng v m n hot ng sn xut ca Cng ty
cng nh n cc doanh nghip cng ngnh. i vi hot ng xut khu, hn ht
cc ngnh sn xut khc, chnh sch nhp khu ca cc nc trn th gii c nh
hng to ln ti s tn ti hay ph sn ca mt doanh nghip, iu ny th hin r
khi EU bi b hn ngch cho hng dt may c xut x t Trung Quc nm 2006,
gn nh ngay lp tc, cc doanh nghip dt may Vit Nam ri vo tnh trng kh
 85

khn, cc khch hng chuyn mt s lng ln n hng sang sn xut ti Trung

Quc. Nu c cng tc nghin cu mi trng tt, mt doanh nghip dt may c th
c cc bin php ch ng i ph vi nhng thay i, lun bnh tnh trc mi
bin ng. Ti Cng ty c phn Dt Ma ng cng tc phn tch mi trng v m
hu nh khng c trin khai trn giy mt cch h thng, nhng phn tch ny ch
dng li trong suy ngh v tnh ton ca ban lnh o, trong khi n rt cn c phn
tch rch ri, lm phng hng ch o cho k hoch v hot ng sn xut ca Cng
ty.
Mi trng Marketing vi m cha c t ln bn cn so snh vi cc
doanh nghip i th cnh tranh, Cng ty hot ng v tn ti nh nhng g ang
c, b phn Marketing v ban lnh o cha thc s da vo bo co nghin cu
mi trng Marketing vi m v v m a ra chin lc v k hoch Marketing
ca doanh nghip.
Cng tc phn on v la chn th trng mc tiu
Cng tc phn on v la chn th trng mc tiu c tin hnh v p dng
kh tt. Cng ty c phn Dt Ma ng tp trung vo thit k v sn xut cc sn phm
cho i tng khch hng mc tiu ca mnh, v sn lng cng nh doanh thu ca on
th trng ny ng gp ng k trong doanh thu hng nm ca Cng ty. iu ny cho
thy Cng ty lm kh tt vic phn on v la chn th trng mc tiu.
Tuy nhin, Cng ty cn b ng nhiu ngch th trng ni a: hin ti i
tng khch hng m Cng ty hng ti l khch hng trung tui, c thu nhp trung
bnh. Sn phm cho i tng khch hng ny lm trn cp my to, o dy, gi c
phi thp mi bn c, iu ny ng ngha vi li nhun thp. Cng ty hu nh
b ng th trng sn phm cao cp v trung cp cho la tui t 25 - 40, y l
tui rt tim nng cho cc loi hng thi trang cao cp, t tin. Trong khi Cng ty
hon ton c nng lc sn xut cc loi o len cao cp, t tiu chun chu u,
vi kiu dng mu m a dng. Phn on th trng ny chc chn s mang li
nhiu li nhun cho Cng ty.
iu ny cho thy, th trng l lun bin ng v mi chin lc u phi
linh hot v thay i theo s bin i ca th trng. Mt doanh nghip hot ng
 86

trong nn kinh t th trng cn phi nng ng, sng to, nm bt c hi v sn

sng thay i khi cn.
Cng tc nh v th trng:
Khi tin hnh vic nh v th trng, Cng ty c phn Dt Ma ng thc
hin tt cng tc nghin cu cc nh v c trn th trng. Do c th ca
ngnh, ro cn gia nhp v ri b kh cao nn khng c nhiu bin ng v cc i
th cnh tranh trong ngnh, gip cho cng tc nh v thun li ln.
nh v v sn phm o len ca Cng ty c phn Dt Ma ng trn th
trng quc t rt tt. l cc sn phm c cht lng tt, gi c thp, tuy nhin
thng c cc vn v khu sau (hoc l git l, hoc do khu ng gi) cha
c thc s tt, trn thc t, Cng ty vn i khi phi i mt vi vic pht ca
cc khch hng quc t, cc nguyn nhn thng l li bng bi, li hi m... y
l nhng yu t rt nh, d khc phc, cn c gii quyt sn phm ca Cng ty
c nh v tt trn th trng quc t.
Tuy nhin, trn th trng ni a, sn phm o len Ma ng cha c nh
v nh chin lc ca Ban lnh o v b phn Marketing mong mun, sn phm ca
Cng ty c phn Dt Ma ng c nh v l cc sn phm to, dy, bn, m nhng
khng thi trang. Trong khi , ngy nay, tiu ch thi trang c t ln hng u,
i khi trn c cng dng (sn phm tng) ca sn phm. Cng ty cn cng c
cng tc thit k ci thin nh v sn phm ca mnh trn th trng ni a.
Vic xy dng cng lnh v nhim v ca doanh nghip c thc hin
v duy tr qua nhiu th h lnh o ca ty. Cng ty vn tip tc theo ui cng
lnh ca doanh nghip, thay i cc nhim v v chin lc pht trin cho ph hp
vi s thay i ca c nn kinh t. Tuy nhin, vic xy dng chin lc pht trin
cng ty ca Cng ty Ma ng cn lng lo, cha c cc mc tiu c th, cha a
ra c nhng chin lc hnh ng c th. Thm vo , Cng ty p dng c 3
chin lc pht trin : theo chiu rng, chiu su v pht trin hp nht l qu phn
tn, s lm cho b phn Marketing cng nh cc phng ban khc gp lng tng
trong vic ra cc cng vic c th nhm thc hin theo chin lc pht trin.
Cng tc hoch nh cc chng trnh Marketing:
 87

Cc quyt nh lin quan n sn phm nhn chung l tt, Cng ty c phn

Dt Ma ng l cng ty hot ng trong ngnh dt lu nm, cc cn b k thut
ca Cng ty c rt nhiu kinh nghim v tm huyt vi ngh. Cc quyt nh v quy
trnh sn xut ca Cng ty nhn chung l hp l. Tuy nhin, khu thit k vn l
cng c khc bit ha sn phm ca Cng ty so vi cc i th cnh tranh khc
cha c ch trng ng mc.
Cc quyt nh lin quan n gi c ch yu da trn c s t cng ty ngng
an ton, nhng i khi lm cho sn phm khng tn dng ht c li th trn th trng,
cha vn dng trit cc l thuyt Marketing to li nhun ti a cho cng ty.
Cc quyt nh lin quan n phn phi: Nhn chung cn cha c ch
trng ng mc, cha ph hp vi nng lc sn xut thc t ca Cng ty, cha khai
thc ht tim nng ca th trng c ni a v quc t. H thng i l ca hng
cn yu km v c s vt cht, cha p dng cc nguyn tc Marketing vo thc t,
cha khoa hc trong cch b tr sp xp hng ha, cha chuyn nghip trong vic
nm bt tm l khch hng tng ti a kh nng mua hng ca khch hng.
T l phn trm hoa hng chit khu li cho i l cn thp, v vy cha to
ng lc cho cc nh bn bun, bn l n lc trong vic thc y sc mua. Vic h
tr c s h tng cho cc nh phn phi v i l cn cha tha ng.
Cc quyt nh lin quan n xc tin hn hp: Cng ty thc hin cc
quyt nh v xc tin hn hp nh qung co, tham gia cc hi ch trin lm, tham
gia cc chng trnh thi trang trn i Truyn hnh, to ra cc chng trnh khuyn
mi nhm thc y s mua hng, tuy nhin nhng hot ng ny cn tha tht, nh
l, cha ng b nn hiu qu mang li khng cao.
Trn th trng xut khu, Cng ty hu nh cha c cc hot ng xc tin
hn hp, do ch yu thc hin cc hp ng gia cng CMT, hoc hp ng FOB th
li qua cc trung gian thng mi hoc cc nh phn phi khc, v vy thng hiu
v danh ting ca Cng ty cha c th trng quc t bit ti.
Cng tc t chc hot ng v kim tra Marketing
Cng tc t chc hot ng Marketing t c ban lnh o ch trng, iu
ny l d hiu v cc cng tc lp k hoch v chin lc khng c thc hin tt
 88

th tt nhin khu t chc hot ng, vn l trin khai cc k hoch Marketing,

cng khng c c s tin hnh tt.

2.4.3 Nguyn nhn ca tn ti

2.4.3.1 Nguyn nhn t pha Nh Nc

Bn cnh nhng nguyn nhn xut pht t bn thn Cng ty, nhng tn ti m
Cng ty ang phi i mt c phn xut pht t nhng nguyn nhn bn ngoi m
c th l t pha Nh nc
Th nht, s u tin pht trin khng ng u gia ngnh Dt v ngnh May
km hm s pht trin ca ngnh Dt. Do khng c nhiu chnh sch khuyn
khch, nn khng c nhiu doanh nghip sn xut si len v cc loi ph liu dnh
cho sn phm len, cc dch v dnh cho sn phm len nh in, nhum, thu... cng
hn ch, nh hng n vic a dng ha mu m v gim nng lc cnh tranh ca
hng dt.
Th hai, cc quy nh v chnh sch ca Nh nc cn rm r, in hnh l
th tc ha quan cn qu phc tp, phi qua nhiu ca, xin nhiu con du nn i
khi lm chm tr qu trnh nhp si lm rt ngn thi gian sn xut v giao hng
ca Cng ty. i khi, kh khn lm Cng ty mi p ng c yu cu ca bn
hng hon thnh n hng xut khu, nhng ri nhng n lc y bin thnh s
khng v giao hng mun m nguyn nhn ch yu l Cng ty mt qu nhiu thi
gian hon thin th tc xut khu.
Th ba, Hip hi dt may Vit Nam Vinatex l hip hi c chc nng h tr,
xc tin hot ng ca cc doanh nghip trong ngnh, l cu ni cc doanh
nghip cng hp tc, st cnh bn nhau trong hot ng xut khu cng nhng gi
vng th trng ni a. Tuy nhin hip hi ny hot ng cha thc s hiu qu, v
cha thc hin c ton b nhng chc nng nhim v ca mnh.
Th t, ch trng dch chuyn cc nh my, x nghip ra cc khu cng nghip
ca thnh ph. Theo k hoch, n nm 2009, Cng ty c phn Dt Ma ng s di
di ti khu cng nghip An Khnh thuc huyn Thng Tn, tnh H Ty, cch H
Ni khong 18km. Vic di di ny lm cho Cng ty c phn Dt Ma ng mt i
nhiu li th. Hn na, khi di di, do nhng bt tin v vic i li, cng tc, chc
chn Cng ty s mt i mt s lng CBCNV khng nh, Cng ty s mt mt thi
gian ti n nh sn xut, ti c cu nhn s, thit lp li h thng phn phi.
 89

2.4.3.2 Nguyn nhn t pha cng ty

Th nht, nhn lc cho hot ng nghin cu th trng cha c ch trng
v u t tha ng. Cng ty cha c 1 phng ring bit thc hin chc nng
Marketing, nhng hot ng Marketing ca Cng ty c Phng kinh doanh kim
nhim. Trong bi cnh cnh tranh gay gt hin nay, vic c mt phng thc hin cc
cng vic lin quan n th trng, lp k hoch, hoch nh v t chc thc hin cc
chin lc phc v cho cng tc sn xut l v cng cn thit. Do cha c ch
trng nn cn b Cng ty cn cha nhn thc r v vai tr ca hot ng nghin cu
th trng, cng nh chc nng v nhim v ca n, t dn n vic t chc xc
nh mc tiu cho nhng hot ng ny cn cha ph hp. Thng tin thu thp c
thng khng tp trung v tin cy khng cao, cha thu tp c cc thng tin cn
thit v cp nht v th trng, cc bin ng rt phc tp ca tnh hnh th trng
khu vc v th gii, tm l v s thay i trong phong cch tiu dng trn th trng
ni a. . Cng tc o to nng cao v trnh nghip v cho cn b nghip v,
cng nh nng cao hiu bit chung v cc kin thc Marketing cha c quan tm
ng mc.
Th hai, vn ti chnh cn gp nhiu kh khn nn vic phn b ti chnh
cho cc hot ng Marketing cn hn ch. nghin cu th trng c chnh xc
th cn phi tin hnh nghin cu trn din rng, thng tn rt nhiu cng sc v chi
ph. Cng tc trin khai cc k hoch Marketing v tin hnh cc hot ng xc tin
hn hp cng yu cu doanh nghip phi chun b ngun ti chnh vng mnh, trong
khi , tnh hnh ti chnh ca Cng ty c phn Dt Ma ng cha cho php tin
hnh cc hot ng Marketing qu tn km.
Th ba, vic nhn thc vai tr ca cng tc qun tr Marketing trong Cng ty
cn cha su sc, cng tc qun tr Marketing cn cha c ban lnh o quan tm.
L doanh nghip sn xut nn i ng cn b cng nhn vin ca Cng ty mi ch
dng li mc tiu lm th no a ra nhng sn phm tt nht, gi c phi chng
nht, ch cha thc s quan tm n vic qun tr Marketing xy dng mt chin
lc di hn cho sn phm, qun tr tt qu trnh sn xut, phn phi, mang li cho
cng ty danh ting v li nhun trong c ngn hn v di hn.
T nhng nguyn nhn chnh l do nhn lc mng, ti chnh cn kh khn v
nhn thc cha v tm quan trng ca cng tc qun tr Marketing, th cc nguyn
nhn di y c coi l nguyn nhn ko theo:
 90

Vic phn tch mi trng kinh doanh, phn tch im mnh, im yu ca

cng ty cha c thc hin trit v thng xuyn. Trong bi cnh hi nhp kinh
t quc t, mi trng Marketing vi cc yu t ca n lun lun thay i, bin ng
khng ngng, th vic phn tch mi trng kinh doanh, tm ra nhng ngch ca th
trng pht trin l iu v cng quan trng. Cng tc ny gip Cng ty lun nhn
nhn chnh xc v th ca mnh trn th trng, t c nhng bc i ph hp, cng
nh c cc chin lc Marketing ng x vi cc i th cnh tranh, vi cc nh
cung cp, vi khch hng... Ngnh dt c 1 c im l cc nh cung cp cng gi
vai tr v cng quan trng, v th Marketing vi nh cung cp cng cn c nhn
nhn nh mt nhim v Marketing quan trng, trong khi , Cng ty mi ch ch
trng ti vic Marketing khch hng m cha quan tm n khi nim Marketing i
vi cc nh cung cp. Cng ty cn hot ng c lp m cha quan tm lm n vic
bt tay vi cc i th cnh tranh trong mi quan h i bn cng c li. Cng ty
cng cha thc hin tt vic phn tch, nh gi tim nng v nhng c hi hoc
nhng hn ch ca th trng mt cch y dn n vic b l nhiu c hi kinh
doanh tt
Cng ty cha c chin lc Marketing c th cho vic pht trin th trng. V
sn xut ni a, hng nm, ban lnh o hp v a ra ch tiu xung cc phng ban
m khng a ra nh hng c th v mt hng, th trng, v th mt hng v th
trng ca Cng ty lun trong tnh trng khng n nh. Nhiu mt hng nm nay
tiu th tt nhng n nm sau li khng bn c, hoc c s chnh lch qu ln
qua cc nm. V sn xut xut khu: Cng ty hot ng vn theo kiu thu nht, c
n hng v cn kp thi gian l lm, khng c k hoch v s chun b, ch c nhng
k hoch ngn hn m thiu i chin lc kinh doanh di hn.
Cng ty cha ch trng n vic xy dng hnh nh ca mnh trn th trng.
Cng ty cha u t tha ng vo vic Marketing hnh nh, gn sn phm ca Cng
ty c phn Dt Ma ng vi cht lng tt, mu m p, gi c phi chng. Trong
nn kinh t pht trin hin i, sn xut sn phm tt mi ch l bc u, nhim v
ca cc nh Marketing cn kh khn hn, l gn sn phm ca mnh vi nhng
hnh nh tt nht. Xy dng thng hiu v hnh nh ging nh mt tr chi domino,
dng ln th rt kh khn, tiu tn nhiu thi gian, tn km nhiu tin bc, v c bt
k nh hng no khng c ngn chn gii quyt kp thi th s ph hu tt c. So
 91

snh ny cho thy, vic xy dng thng hiu l v cng gian nan, v khng phi
mt thng, mt nm l c th nhn thy kt qu, nhng chnh l vic cn thit
to dng tng lai cho sn phm ca cng ty.
Vic la chn th trng mc tiu cha khai thc ht nng lc sn xut v thit
k ca cng ty cng nh b ng mt on th trng tim nng. c c nhng
la chn ng n v th trng mc tiu, i hi mt doanh nghip phi lin tc
thc hin cc nghin cu th trng v thm d cc hot ng ca i th cnh tranh.
iu ny Cng ty c phn Dt Ma ng cha thc hin tt.
Vic son tho, xy dng cc chng trnh Marketing mix cha c tin hnh bi
bn. Ko theo n l vic trin khai cc chng trnh Marketing cng cha c h thng.
Cng ngh cn lc hu, u t cng ngh cha quy m, my mc thit b ca
Cng ty vn cn lc hu so vi trnh pht trin ca th gii. Cng ty c ch n
cng ngh nhng li thiu vn u t, kt qu l Cng ty phi thc hin u t mt
cch tnh th, khng ng b v phi thc hin lm nhiu ln, nhiu t gy kh khn
cho khu sn xut.
Cng ty cha xy dng c cho mnh mt mng li phn phi trc tip trn
th trng nc ngoi. Vic lp i l v vn phng i din ca Cng ty nc
ngai hin ti l cha c. Cng ty ch yu xut khu thng qua n t hng ca i
tc, cc trung gian thng mi, iu ny gy hn ch trong vic tm kim khch hng
trc tip, m rng th trng cng nh lm gim li nhun ca Cng ty so vi vic
kinh doanh trc tip vi ngi s dng cui cng.
Mc d xy dng chin lc sn phm nhng vic thc hin n li cha thu
c kt qu nh mong mun. Cng ty vn b ng hoc nh mt th trng do cht
lng sn phm khng p ng c nhng i hi ca khch hng ti nhng th
trng mi, cha thc s a dng ha c sn phm trn nhng th trng truyn
thng duy tr v nng cao th phn. Ti nhng on th trng cao cp, Cng ty
cng ch trng pht trin cc sn phm cht lng cao, tuy nhin do cn hn ch
v cng ngh v nguyn liu u vo nn nhng sn phm ny cha th tr thnh th
mnh ca Cng ty trn chnh on th trng ca mnh.
Vn tuyn dng cng nhn ngy cng kh khn, nh my gia th H ni,
nn vic tuyn dng cng nhn vi mc thu nhp khng cao khng th thu ht c
 92

thanh nin. Mc d Cng ty c cn b v cc tnh ln cn tuyn dng, v xy k

tc x cho cng nhn ngoi tnh, nhng mc lng khng cao vn cha sc ht.
 93

CHNG 3
CC GII PHP HON THIN HOT NG QUN TR
MARKETING TI CNG TY C PHN DT MA NG.
3.1 PHNG HNG PHT TRIN NGNH DT MAY N NM 2020

3.1.1 Quan im pht trin v mc tiu ca ngnh dt may Vit Nam n nm 2020
Dt may l ngnh sn xut mang li t sut li nhun cao, l mt trong nhng
ngnh cng nghip mi nhn c ch trng pht trin trong qu trnh cng nghip
ho, hin i ho t nc. Vi quan im l pht trin ngnh dt may theo hng
chuyn mn ho, hin i ho, nhm to ra bc nhy vt v cht lng sn phm.
To iu kin cho ngnh dt may Vit Nam tng trng nhanh, n nh, bnh vng
v hiu qu. Ly xut khu lm mc tiu cho pht trin. Tp trung pht trin mnh
cc sn phm cng nghip h tr, sn xut nguyn ph liu, gim nhp siu, nng
cao gi tr gia thng ca cc sn phm trong ngnh. Pht trin ngnh dt may phi
gn vi mi trng v xu th dch chuyn lao ng nng nghip nng thn. a
dng ho s hu v loi hnh doanh nghip, huy ng mi ngun lc trong v ngoi
nc u t pht trin dt may Vit Nam.
Cng vi xu hng chung ca ngnh trong khu vc v th gii, ngnh dt
may Vit Nam ang c nhng chun b theo kp cc nc trong khu vc, to v
th trn th trng quc t.
Trong Quyt nh s 161/Q-TTg ra ngy 4/9/1998 ca Th Tng Chnh
Ph v vic Ph duyt quy hoch tng th pht trin ngnh cng nghip dt may
n nm 2010 c ra ch tiu xut khu dt may n nm 2010 l 4 t USD, nhng
ch tiu ny dn dn c ci thin qua cc nm da vo tnh hnh sn xut v xut
khu ca ngnh dt may Vit Nam. n nm 2007, ngnh dt may Vit Nam t
doanh thu xut khu 7.7 t USD, d tnh con s s t 9,5 t USD vo nm 2008. V
vy, ngy 10/3/2008, Th tng Nguyn Tn Dng ph duyt chin lc pht
trin ngnh cng nghip dt may Vit Nam n nm 2015, nh hng n nm
2020, trong khng nh pht trin ngnh dt may tr thnh mt trong nhng
ngnh cng nghip trng im, mi nhn v xut khu, p ng ngy cng cao nhu
 94

cu tiu dng trong nc, to nhiu vic lm cho x hi, nng cao kh nng cnh
tranh, hi nhp vng chc kinh t khu vc v th gii vi tc tng trng nh
sau:
Bng 3.1: Tc tng trng ca ngnh dt may Vit nam
Tc tng trng Giai on 2008-2010 Giai on 2011-2020
Tng trng sn xut hng nm 16% - 18% 12% - 14%
Tng trng xut khu hng nm 20% 15%
Ngun: Quyt nh s 36/2008/Q-TTg Th tng Chnh Ph
Cc ch tiu ch yu trong Chin lc pht trin ngnh dt may Vit Nam
n nm 2015, nh hng n nm 2020 nh sau
Bng 3.2: Cc ch tiu chin lc pht trin ngnh dt may Vit Nam.
Ch tiu n v tnh Thc hin Mc tiu ton ngnh n
2006 2010 2015 2020
1. Doanh thu Triu USD 7.800 14.800 22.500 31.000
2. Xut khu Triu USD 5.834 12.000 18.000 25.000
3. S dng lao ng Nghn ngi 2.150 2.500 2.750 3.000
4. T l ni a ho % 32 50 60 70
5. Sn phm chnh
- Bng x 1000 tn 8 20 40 60
- X, si tng hp 1000 tn - 120 210 300
- Si cc loi 1000 tn 265 350 500 650
- Vi Triu m2 575 1000 1.500 2.000
- Sn phm may Triu SP 1.212 1800 2.850 4.000
Ngun: Quyt nh s 36/2008/Q-TTg Th tng Chnh Ph

3.1.2 nh hng pht trin cho ngnh dt may n nm 2020

3.1.2.1 Sn phm
- Tp trung pht trin v nng cao kh nng cnh tranh cho ngnh dt may xut
khu tn dng c hi th trng. Nng cao t l ni a ho nng co hiu qu
trong sn xut v xut khu hng may mc. Ch trng cng tc thit k thi trang,
to ra cc sn phm dt may c c tnh khc bit cao, tng bc xy dng thng
hiu sn phm cho cc doanh nghip. y nhanh vic p dng cc tiu chun qun
 95

l cht lng phfu hp vsi yu cu hi nhp trong ngnh dt may. Tng nhanh sn
lng cc sn phm dt may, p ng nhu cu xut khu v tiu dng trong nc.
- Ku gi cc nh u t trong v ngoi nc u t sn xut x si tng hp,
nguyn ph liu, ph tng thay th v cc sn phm h tr cung cp cho cc
doanh nghip trong ngnh.
- Xy dng chng trnh sn xut vi phc v xut khu. Tp on dt may
Vit Nam gi vai tr nng ct thc hin chng trnh ny.
- Xy dng chng trnh pht trin cy bng, trong ch trng xy dng cc
vng trong bng c ti nhm tng nng sut v cht lng bng x ca Vit Nam
cung cp cho ngnh dt.

3.1.2.2 u t v pht trin sn xut.

- Tng bc di di cc c s sn xut v cc a phng c ngun lao ng
nng nghip v thun li giao thng. Xy dng cc trung tm thi trang, cc n v
nghin cu thit k mu, cc Trung tm cung ng nguyn ph liu v thng mi
ti Thnh ph H Ni, Thnh ph H Ch Minh v cc thnh ph ln.
- Xy dng cc Khu, Cm Cng nghip chuyn ngnh dt may c c s h tng
iu kin cung cp in, nc, h thng x l nc thi p ng cc tiu chun
mi trng theo quy nh ca Nh nc. Thc hin di di v xy dng mi cc c
s dt nhum ti cc Khu, Cm Cng nghip tp trung c iu kin x l nc
thi v gii quyt tt vn nhim mi trng.

3.1.2.3 Bo v mi trng
- Xy dng bo co nh gi tc ng mi trng ph hp vi Chin lc pht
trin ngnh dt may v cc quy nh ca php lut v mi trng.
- Tp trung x l trit cc c s nhim mi trng nghim trng. Trin
khai xy dng cc Khu, Cm Cng nghip dt may c h thng x l nc thi tp
trung, t tiu chun mi trng di di cc c s dt may c nguy c gy
nhim vo khu cng nghip.
 96

- Trin khai chng trnh sn xut sch hn trong ngnh dt may, khuyn khch
cc doanh nghip p dng tiu chun qun l mi trng theo ISO 14000, to mi
trng tt cho ngi lao ng theo tiu chun SA 8000.
- Xy dng v thc hin l trnh i mi cng ngh trong ngnh dt may theo
hng thn thin vi mi trng.
- Tng cng nng lc ngin cu khoa hc v cng ngh v mi trng
- p ng yu cu v mi trng v ro cn k thut hi nhp kinh t quc
t.

3.2 QUAN IM V NH HNG PHT TRIN CA CNG TY C PHN

DT MA NG N NM 2020

3.2.1 Quan im pht trin

Nm 2006, khi Cng ty c phn Dt Ma ng tin hnh c phn ho l mt
mc thi im quan trng nh du mt bc ngot quan trng lm thay i c cu
t chc ca cng ty c v chiu rng v chiu su. Ban lnh o Cng ty c phn
Dt Ma ng c mt s quan im pht trin cho Cng ty n nm 2015, nh
hng n nm 2020 c th nh sau:
- Pht trin sn xut theo hng hin i ho, p dng cng ngh vo sn xut,
ci tin v mua mi cc thit b my mc, tng thm my in t, gim bt cc my
dt tay nhm to bc nhy vt v cht lng sn phm v nng sut lao ng.
Khc phc im yu v thit k, tuyn dng v o to thm cc nh thit k tr, c
nng lc, c sc sng to, nhm to ra bc t ph trong lnh vc thit k mu m.
- Ci tin phng php qun l, p dng cc nguyn tc qun tr nhm s dng
hiu qu cc ngun lc, ti a ho li nhun v doanh thu, mang li s pht trin
cho cng ty.
- Ly xut khu lm mc tiu pht trin, m rng th trng xut khu, ng
thi pht trin ti a th trng ni a. Tp trung nghin cu pht trin sn xut si
len, ng dng cc cng ngh mi nhm a dng ho cc cht liu, nng cao t l ni
a ho ca sn phm.
- Mc tiu pht trin bn vng, ch gii quyt cc vn lin quan n mi
trng, tp trung gii quyt ngun cht thi nhim thot ra t phn xng nhum
v b phn ni hi.
 97

- Di chuyn v nh c nh xng, tm cch gi li cc cng nhn tay ngh cao

chuyn xung ni nh c nh my mi, bn cnh tin hnh tuyn dng nhn
cng ti ch, nhm tit kim chi ph v n nh sn xut.
- Ci thin cht lng cuc sng ca ngi cng nhn, bng cch tng lng,
thng v tng cc quyn li ca ngi cng nhn. Tng ngun vn u t pht
trin ngun nhn lc c v cht lng v s lng, trong ch trng o to cn
b qun l, cn b k thut, cng nhn lnh ngh nhm to ra i ng doanh nhn
gii, cn b cng nhn lnh ngh, chuyn su.
Vi quan im , Ban lnh o cng vi CBCNV phi n lc rt nhiu
chuyn mnh cng s thay i ca mi trng kinh doanh si ng.

3.2.2 Mc tiu
Mc tiu tng qut ca ton ngnh dt may l pht trin ngnh dt may tr
thnh mt trong nhng ngnh cng nghip trng im, mi nhn v xut khu, p
ng ngy cng cao nhu cu tiu dng trong nc, to nhiu vic lm cho xh, nng
cao kh nng cnh tranh, hi nhp vng chc kinh t khu vc v th gii ngun:
Quyt nh ph duyt chin lc pht trin ngnh cng nghip dt may Vit Nam
n nm 2015, nh hng n nm 2020
Cng vi nhng mc tiu chung ca ton ngnh, Cng ty c phn Dt Ma
ng c nhng mc tiu c th nh sau:
Bng 3.3: Mc tiu tc tng trng ca Cng ty c phn Dt Ma ng.
Tc tng trng Giai on 2008 - 2010 Giai on 2011- 2020
Tng trng sn xut hng nm 10 - 12% 12-14%
Tng trng xut khu hng nm 15% 15%
Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng
Cc ch tiu ch yu trong mc tiu ca Cng ty c phn Dt Ma ng nh sau:
Bng 3.4: Mc tiu pht trin ca Cng ty c phn Dt Ma ng.

Ch tiu n v Thc hin Mc tiu n

tnh 2007 2010 2015 2020
1. Doanh thu T VND 43 85 150 280
2. Xut khu T VND 15 38 68 125
 98

3. S dng lao ng Ngi 800 1000 1500 1800

T l ni a ho % 32 50 60 70
Sn phm chnh
- o len Nghn 191 420 1000 1500
- Si len SP 396 700 1000 1500
- Bt tt Tn 180 220 380 550
Nghn
SP
Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng
K hoch sn xut kinh doanh nm 2008 ca Cng ty c phn Dt Ma ng:
Bng 3.5: K hoch sn xut kinh doanh nm 2008 Cng ty c phn Dt Ma ng
TT Ch tiu n v tnh KH nm 2008 Ghi ch
1 Ch tiu sn lng Sn phm
- o len dt Sn phm 270.000
- o xut khu 150.000 170.000
- o ni a 100.000 120.000
- Si nhum Kg 600.000
- Si cc loi 400.000
- Nhum 200.000
- Bt tt i 60.000
- Doanh thu c thu Triu ng 40.000
- Doanh thu xut khu 12000
- Doanh thu ni a 28.000
- Thu nhp bnh qun lao ng Triu 1,3
c vic ng/thng
- Np ngn sch theo ng
lut nh
- Li nhun Triu ng 3.000
- C tc %/nm 10-12
Ngun: Phng kinh doanh Cng ty c phn Dt Ma ng
 99

3.2.3 nh h-ng pht trin

a. Tp trung vo sn phm
- Tp trung pht trin v nng cao kh nng cnh tranh cho o len mang th-ng
hiu Cng ty c phn Dt Ma ng. Nng cao t l ni a ho nng cao hiu
qu sn xut v xut khu. Ch trng cng tc thit k thi trang, to ra cc sn
phm c c tnh khc bit, tn dng cc -u th v kinh nghim v uy tn lu nm
trn th tr-ng, tng b-c ci thin v pht trin hnh nh sn phm ca Cng ty.
- Pht trin sn phm si len, nhm p ng nhu cu sn xut ca Cng ty.
b- u t- pht trin sn xut:
- Di di nh my v a im sn xut quy hoch, hon thin c s h tng,
tuyn dng cn b, cng nhn a ph-ng, n nh sn xut.
- u t- my in t tit kim sc lao ng v lm a dng ho cc thit k
ca Cng ty. y cng l h-ng pht trin chung ca ngnh dt trn ton th gii.
- u t- v thay th cc my dt, my linking, my may c.

3.3 CC GII PHP HON THIN HOT NG QUN TR MARKETING TI

CNG TY C PHN DT MA NG.

3.3.1 Cc kin ngh v pha Nh Nc.

h tr vic nng cao hiu qu hot ng qun tr Marketing ti cc doanh
nghip ni chung, cc bin php m Nh nc c th lm l to ra mt mi
trng kinh doanh an ton, khung php l cht ch, cc chnh sch thu v u i
thu, y mnh cc hot ng xc tin thng mi nhm h tr nhiu nht cng
c v pht trin sn xut v kinh doanh ca cc doanh nghip dt may, trong c
Cng ty c phn Dt Ma ng, c th nh sau:

3.3.1.1 u t pht trin cn i gia ngnh Dt v ngnh May

Hin nay, cc doanh nghip kinh doanh trong ngnh Dt hu ht phi nhp
nguyn liu t nc ngoi, cng l l do v sao ngnh Dt cha cung cp c
u vo cho ngnh may. V vy, pht trin ngnh dt v thc y hot ng xut
khu dt may, Nh nc cn u t cho ngnh Dt theo chiu su, nhm m bo
s cn i gia ngnh Dt v ngnh May, c chnh sch khuyn khch cc doanh
 100

nghip Dt, May s dng cc nguyn liu trong nc. Nh nc nn c cc chnh

sch khuyn khch cc nh u t u t vo lnh vc sn xut si, c bit l cc
loi si cao cp, dt cho cp my nh, dnh cho hng thi trang.
cc cng ty ch ng hn trong hot ng xut khu, ti cc khu vc tp
trung nhiu Cng ty sn xut nh H Ni, thnh ph H Ch Minh, nn mi cc khu
cng nghip, khu ch xut, v trao i nguyn ph liu, m bo kp tin giao
hng xut khu.

3.3.1.2 Hon thin khung php l, ci tin cc th tc xut nhp khu, to

iu kin cho cc nh sn xut trong nc.
Nh nc cn to iu kin cho cc doanh nghip dt may trong vic thc hin
cc th tc xut nhp khu, gim thiu cc th tc rm r, nhm rt ngn qu trnh
xut nhp, nh ko di thi gian cho sn xut, v rt ngn thi hn giao hng,
em li li th cnh tranh cho hng dt may xut khu ca Vit Nam. Thc hin cc
chnh sch thu quan v phi thu quan u i nhm khuyn khch sn xut v xut
khu hng dt may.

3.3.1.3 Xy dng cc hng ro bo h thu quan v phi thu quan

Th trng v cc nh sn xut dt may trong trong nc cn c bo h, tuy
nhin cc hng ro bo h ny phi ph hp vi cc iu khon c thng nht trong
cc cng c quc t v p ng cc yu cu v th trng ca WTO bo v hng
dt may trn th trng ni a. ng thi, tng cng hot ng kim tra, kim sot
th trng, gim thiu hng dt may nhp lu qua ng tiu ngch t pha Bc, gim
sc p cnh tranh trn th trng ni a cho hng dt may Vit Nam.

3.3.1.4 Nhanh chng xy dng v h tr hot ng ca Trung tm nguyn

ph liu thi trang cho dt may.
Nh nc cn ch o cho cc b ngnh pht trin cc ngun nguyn liu
ni a cho sn phm dt may, mt trong nhng ngun cung cp l trung tm
nguyn ph liu thi trang, c d n thnh lp t vi nm nay, i vo hot ng,
nhm cung cp u vo cho cc doanh nghip dt may, to iu kin cho cc doanh
nghip dt may trong vic tit kim chi ph, thun li trong cng tc tm ngun
 101

nguyn ph liu, hng ng ch trng gia tng t l ni a ha trong cc sn

phm dt may made in Vietnam.

3.3.1.5 u t v thc y hot ng ca cc hip hi dt may

Nh nc ch o thc y hot ng ca cc hip hi dt may, pht trin
cc hip hi ny chng tr thnh cu ni gia cc nh sn xut dt may, to iu
kin gp g, giao thng v hp tc vi nhau, gip cc nh sn xut tm c nhiu
i tc, c th h tr ln nhau trong lc n hng gp kh khn, xy dng mt mt
bng gi chung to ra th mnh ca nh sn xut ni a. Cc hip hi ny cng
s l cu ni cc thng tin cp nht, cc quy nh mi ca Nh nc v dt may,
ng thi thu thp phn hi t cc nh sn xut trc tip, qua Nh nc c c s
iu chnh cc cng c v m ca mnh nhm iu tit v cn bng th trng, v
tho g cc kh khn ca doanh nghip.

3.3.1.5 Khuyn khch hot ng ca cc lng ngh v to iu kin cho

thanh nin ti cc tnh hc ngh dt.
Dt l ngh truyn thng ca dn tc Vit Nam, Vit Nam hin vn cn
nhiu cc lng ngh dt H ng, Hi Phng, Hi Dng, Nam nh... Nhng
lng ngh ny ng gp rt nhiu vo vic gia tng sc sn xut cho th trng dt
may Vit Nam v to cng n vic lm cho ngi nng dn trong lc nng nhn.
Tuy nhin cc lng ngh ny ang dn dn teo nh v bin mt, iu rt ng
tic. Nh nc nn c cc chnh sch h tr cho cc doanh nghip trong vic gy
dng v duy tr cc lng ngh ti cc vng nng thn.
Nh nc cng nn kt hp vi cc doanh nghip dt may t chc cc
chng trnh o to ngh dt min ph cho thanh nin ti cc tnh nhm chun b
lng nhn cng phc v cho sn xut ca cc nh my dt/may, hin ang c
dch chuyn v cc khu cng nghip ti cc tnh.

3.3.2 Nhng gii php chung cp cng ty.

Trong nhng nm qua, Nh nc c rt nhiu i mi v kinh t v chnh
sch, mi trng kinh doanh quc t lin tc thay i vi s hi nhp ngy cng su
rng. Th trng dt may li l mt lnh vc c s cnh tranh gay gt, th kin ngh
 102

t pha Nh nc l khng , m mt doanh nghip dt may cn phi ci tin cng

tc qun tr sao cho cc hot ng t sn xut n tiu th sn phm c trn tru,
hiu qu. Hon thin cng tc qun tr Marketing vi cc bc nh phn tch
chng 1 v chng 2 s gip Cng ty thc hin c mc tiu v doanh s, v th
trng, nhm gip cng ty hot ng vi hiu qu cao nht trong bi cnh hi nhp
kinh t quc t.

3.3.2.1 Tch b phn Marketing khi phng Kinh doanh, thnh lp phng
Marketing ring bit.
Trong bi cnh hi nhp kinh t quc t v tnh hnh cnh tranh gay gt trn
ton cu, vai tr ca b phn Marketing tr nn v cng quan trng, n c t
song song vi hot ng sn xut - hot ng ct li ca mt doanh nghip. Trong
khi , hot ng Marketing ti Cng ty c phn Dt Ma ng ch do 1 nhm cn
b kim nhim cng cc cng vic chuyn mn khc. Vi cc t chc cng vic
"tn dng" nh vy, vic thc hin cc chc nng qun tr Marketing chc chn
khng c hiu qu, khng pht huy c ht cc tc dng ca Marketing mang
li. V vy, ci thin tnh hnh sn xut kinh doanh, cng nh nng cao nng
lc qun tr Marketing ca Cng ty th vic u tin m Ban lnh o Cng ty cn
lm l thnh lp mt phng Marketing ring bit, c c cu nhn s v kinh ph
hot ng r rng, c chc nng v nhim v song song vi cc hot ng ca cc
phng nghip v khc nh K Ton, Kinh doanh, Xut nhp khu v.v... Phng
Marketing s c nhim v thc thi cc qu trnh Marketing nh phn tch
chng 1, bao gm: Phn tch mi trng v c hi Marketing; Phn on v la
chn th trng mc tiu; Thit lp chin lc v k hoch Marketing; Hoch nh
cc chng trnh Marketing; T chc thc hin v kim tra cc hot ng
Marketing trnh bo co ln Ban gim c v Hi ng qun tr xem xt.
Hot ng Marketing phn nh mt chc nng c bn ca hot ng kinh
doanh ging nh chc nng ti chnh, sn xut, k ton, cung ng v.v... Thng qua
phng Marketing, Ban lnh o v Hi ng qun tr ca Cng ty c th nhn thy
mt cch bao qut v tng quan tnh hnh hot ng sn xut kinh doanh ca Cng
ty trong cc giai on khc nhau, c cc nh gi tng qut v cc nguyn nhn
 103

khch quan v ch quan lm cho tnh hnh kinh doanh ca Cng ty xu i hay tt
ln, qua a ra cc gii php nhm gim thiu cc ri ro kinh doanh v tn dng
mi c hi pht trin, cc gii php c xy dng s c phn thnh cc gii
php lp tc, cc gii php cho ngn hn, trung hn v di hn. Phng Marketing s
ging nh hoa tiu trn mt con tu, nghin cu trc cc ri ro c th xy ra, gip
cho thuyn trng l Ban lnh o c cc hnh ng kp thi, vi mc tiu l a
con tu cng ty i ng hng, t c hiu qu cao nht.
Vi s xut hin ca phng Marketing, c cu b my t chc ca Cng ty
cng phi thay i, c t trong mi quan h logic v hp l vi b my qun l
c sao cho linh hot v hiu qu
 104

i hi ng c ng

Ban kim
sot
Hi ng qun
tr

Gim c

Ph gim c Ph gim c
Ph trch kinh doanh Ph trch k thut

Phng Phng Phng Phng Trng Phng Phng

Hnh Th Kinh ti v phng Thit k iu
Chnh Trng doanh T chc v K
(MKT) - XNK LTL thut

Qun c Qun c Qun c Qun c

phn xng phn xng phn xng phn xng
Ko si Dt Nhum Hon thnh

T trng T trng T trng T trng

t sn xut t sn xut t sn xut t sn xut

Hnh 3.1: T chc b my mi ca Cng ty c phn Dt Ma ng.

3.3.2.2 Nng cao nhn thc v tm quan trng ca cng tc Qun tr

Marketing trong Cng ty.
- y l vic lm cn thit cc cn b ca Cng ty c phn Dt Ma ng hiu
c tm quan trng ca cng tc qun tr Marketing i vi hot ng sn xut v tiu
th sn phm. Phn ln cc cn b cng nhn vin ti Cng ty vn nhn thc sai lm
rng Marketing ch l bn hng m cha thy ht c nhng chc nng v nhim v
 105

ca cng tc qun tr n. Nu c qun trit v nhng ni dung ca Marketing v

nhng tc dng ca cng tc qun tr Marketing th tt c s ng lng thc hin tt cc
chin lc Marketing nhm t c mc tiu chung ca c cng ty.
- Bn cnh , ban lnh o cn c cc cn b ca phng Marketing tham gia
cc kho hc v Marketing v qun tr Marketing h nm c nhng c s l
lun ca mn khoa hc ny, qua p dng vo thc tin hot ng sn xut v tiu
th sn phm.
- Cc phng ban lin quan phi c trch nhim cung cp tt c cc thng tin
phc v cho vic nghin cu th trng v xy dng cc chng trnh Marketing
cho sn phm. Cng tc thit k v ch mu phi gn lin vi hot ng nghin cu
th trng ca phng Marketing khng i ngc vi xu hng ca th trng,
ng thi gip phng Marketing c c s xy dng cc chng trnh Marketing
ph hp vi c im ca cc b su tp mi.

3.3.2.3 Tng ngn sch cho cc hot ng Marketing v Qun tr Marketing

- tin hnh nhng nghin cu phn tch mi trng, tin hnh cch
chng trnh Marketing mt cch hiu qu th Ban lnh o cn phi tng ngn sch
cho cc hot ng Marketing.
- nh gi hot ng Marketing thng qua cc con s, gia t l ngn sch
dnh cho Marketing v nhng hiu qu kinh doanh tng thm do hot ng
Marketing mang li, thng qua nhng nh gi c nhng iu chnh hp l
trong vn ngn sch dnh cho cc hot ng Marketing.
- Cng ty c phn Dt Ma ng cn tng ngn sch cho cc hot ng qung
co khuyn mi hin ang rt thiu ti Cng ty. Trong mi trng cnh tranh gay
gt, qung co khuyn mi ng vai tr quan trng trong vic thc y tiu th sn
phm cho Cng ty.

3.3.2.4 Vn dng c hiu qu cc l thuyt Marketing v qun tr

Marketing vo thc tin sn xut.
Cng ty cn vn dng c hiu qu cc l thuyt Marketing v qun tr
Marketing vo trong thc tin qun l, p dng cho tnh hnh thc t ca cng ty,
 106

ph hp vi cc ngun lc ti chnh v nhn s vn dng mt cch linh hot cc

l thuyt qun tr Marketing vo qun tr cng ty. Thc hin cc quy trnh qun tr
Marketing t khu phn tch mi trng v c hi kinh doanh n khi t chc thc
hin v kim tra Marketing

3.3.3 Cc gii php cp b phn Marketing.

3.3.3.1 Cc gii php lin quan n vic phn tch mi trng v c hi kinh doanh
- Phng Marketing cn phi u n tin hnh cc phn tch mi trng vi m
mi trng v m a ra cc thng tin cp nht nht. Phi hp vi cc phng ban
khc ca cng ty nh Phng T chc, Phng Ti v, Phng iu ... c cc
thng tin cn thit nhm mc ch lp ra cc bo co nh gi v mi trng bn
trong ca cng ty, nh gi v tnh sn sng ca cc yu t ti chnh, nhn s v
cng ngh k thut, qua nh gi tnh kh thi nu thc hin cc chng trnh
Marketing. ng thi, cc cn b Marketing cng phi lin tc cp nht thng tin
v mi trng v m, mi trng ngnh tc ng n cc doanh nghip dt may, s
thay i cc chnh sch, quy nh v thu, th tc xut nhp khu... tc ng n
ngnh, t n trc cc c hi hoc ri ro kinh doanh, t gip ban lnh o
c cc phn ng kp thi i ph vi tnh hnh bin ng mi trng kinh doanh.
- Phng Marketing cn thng xuyn tm kim cc nh cung cp nguyn ph
liu c gii php thay th khi c s bin ng v nh cung cp. Vic khai thc
nh cung cp c th tin hnh qua vic tm kim thng tin qua internet, thng qua
cc hi ch trin lm, v qua cc knh thng tin khc. Vic tm cc nh cung cp
mi cng gip Cng ty c c s so snh gi v cht lng sn phm ca cc nh
cung cp, qua la chn cho mnh nh cung cp tt nht. Bn cnh , trong qu
trnh tm kim ny, cc cn b Marketing cng khng b qua vic nghin cu kh
nng hi nhp v pha trc bng cch kinh doanh mt hng si, nu thy c tnh
kh thi cao, th c th xut Ban lnh o u t tng cng vo lnh vc sn xut
si phc v sn xut v cung cp ra th trng.
- Phng Marketing cng cn phi nghin cu cch b tr h thng phn phi l
cc ca hng v i l sao cho t hiu qu cao nht. Tin hnh nghin cu kh nng
 107

bn hng ti cc tnh, tm hiu th trng v cc a im kinh doanh thch hp, lm c

s trin khai h thng i l, nhm m rng v nm chc th trng ni a.
- Lun lun lng nghe kin phn hi ca ngi tiu dng, phn loi cc
kin, phi hp vi cc phng ban lin quan ci thin cht lng sn phm ca
Cng ty, ng thi c cc chng trnh Marketing ph hp hng ti tng i
tng khch hng.

3.3.3.2 Cc gii php lin quan n vic phn on v la chn th trng mc tiu
- a ra cc tiu thc hp l phn on chnh xc nht cc on th trng,
chn lc ra cc phn on th trng c cng c im, trong qu trnh thc hin
lin tc phi c s nh gi, chnh sa thay i cho ph hp. Vic phn on th
trng phi m bo nhng tiu ch nh o lng c, c quy m ln, c th
phn bit c v c tnh kh thi, nhm lm cho on th trng c phn on
thc s hu ch i vi cng tc la chn th trng mc tiu v nh v th trng.
- Tin hnh cc chin dch nghin cu th trng thng qua cc phng tin
nghin cu nh bn thm d kin ca khch hng, qua tm hiu nhng mong
mun ca ngi tiu dng sn phm, nhm a ra nhng chin dch Marketing ph
hp vi tng on th trng, tng loi sn phm.
- Thm d chng trnh Marketing ca cc i th cnh tranh trong ngnh,
nghe ngng xem h c sn phm mi g, vi mc gi tung ra th trng l bao
nhiu, sn phm ny c tc ng th no i vi cc tnh hnh kinh doanh hin ti
ca Cng ty... Qua nh gi c cc nh v trn th trng, nhm so snh
pht huy li th v to ra nt khc bit ca nh v nhn hng o len Ma ng trn
th trng ni a.
- Tip tc xy dng hnh nh v thng hiu ca sn phm ca Cng ty c
phn Dt Ma ng, nhn mnh vo cc c im khc bit c th tc ng vo
tm tr ngi tiu dng.
- i vi vic phn on th trng xut khu, cn phi hp vi phng Kinh
doanh - Xut nhp khu, tng kt cc bo co v doanh thu v li nhun ca cc
n hng xut khu ti tng th trng, qua c bin php ch trng xc tin
thng mi i vi cc th trng xut khu mc tiu.
 108

- Vic la chn th trng mc tiu khng nht thit phi duy tr qu lu di,
thm ch khi mi trng kinh doanh thay i. V d, trc y nhu cu i vi mt
hng o len, m l tiu ch u tin, cn hin nay p mi l iu trc tin khch
hng quan tm, nu khng p, th d c m khch hng cng khng mun mua v
h cn rt nhiu la chn khc. Hoc, theo nghin cu th trng, mt hng o len
bn c gi nht l o len cho i tng ph n t 20 n 45 tui, y l nhm
khch hng sn sng chi tiu rt nhiu tin cho vic n mc, nhng trn thc t,
Cng ty c phn Dt Ma ng cha khai thc trit sn phm p ng nhu
cu ca nhm khch hng ny trong khi k thut ca Cng ty hon ton cho php.
Song, thay i th trng mc tiu l c mt vn rt ln, yu cu phi c cc
nghin cu v th trng k cng, cng nh vic chun b cc ngun lc ti chnh,
nhn s, cng ngh cho sn xut v cho vic tin hnh cc chng trnh Marketing.
Tuy nhin, trong di hn, vic xc nh li th trng mc tiu l cn thit i vi
Cng ty c phn Dt Ma ng.

3.3.3.3 Cc gii php lin quan n vic thit lp chin lc v lp k

hoch Marketing.
- Hin ti, Cng ty c phn Dt Ma ng ch tin hnh chin lc pht trin
hp nht v pha trc bng cch t sn xut mt phn nguyn liu u vo. Nhng
theo tc gi Cng ty nn p dng trit chin lc pht trin hp nht v pha sau,
y mi l cch gia tng i a li nhun cho Cng ty. V d, vi cc n hng xut
sang chu u, Cng ty thng xut hng cho cc trung gian thng mi vi mc
gi FOB khong t 8 n 15 USD tu vo cht liu v k thut dt. Nhng trung
gian thng mi ny ch l 1 khu trong chui phn phi, tip sau h li l cc cng
ty nc ngoi s hu h thng bn hng trc tip... n khi nhng sn phm ny
n tay ngi tiu dng cui cng th mc gi tng gp 6 - 8 ln , tng ng
60 - 100 USD. T cho thy, nu Cng ty c th tip cn vi khch hng cui
cng, hoc cc cng ty c h thng bn hng ti ngi tiu dng th mc gi FOB
ban u m Cng ty thu c chc chn s cho mc li nhun cao hn nhiu so vi
vic p dng tit kim trit nhm mc ch gim tng cent chi ph trn sn
phm...
 109

- Trc khi a ra cc chin lc kinh doanh mi, ban lnh o v phng

Marketing phi nghin cu k tnh kh thi v nhng c hi, thch thc khi tin hnh
phng n kinh doanh . Cng ty cha nn tp trung vo vic a dng ho hot
ng sang cc lnh vc kinh doanh khc m nn tp trung ngun lc pht trin
sn phm v chim lnh th trng. Hin ti Cng ty ang c d n u t vo bt
ng sn, trong khi sn xut cn rt nhiu vn cn tho g, th d n u t bt
ng sn s lm phn tn ngun lc ti chnh v nhn s, rt c th s gy ra tnh
trng d dang cho c 2 lnh vc.

3.3.3.4 Cc gii php lin quan n vic hoch nh cc chng trnh Marketing
a - Hoch nh chng trnh Marketing v sn phm
- Phng Marketing cn da trn cc bo co thm d th trng v kin khch
hng a ra nhng bin php ci tin sn phm hin thc v sn phm b sung ca
mt hng o len ca Cng ty. Qua kt hp vi phng Thit k, phng iu c
nhng bin php nhm gia tng cc gi tr cho sn phm ca Cng ty.
- Phng Marketing cn phi hp vi phng Thit k trong vic tm hiu xu
hng thi trang a ra nhng b su tp vi cc thit k a dng, s dng cc
cht liu mi, n trc c th hiu ca tng nhm khch hng. To ra hnh nh
khc bit v sn phm ca Cng ty.
- Phng Marketing cn kt hp vi cc b phn lin quan a ra quy trnh
sn xut sao cho tit kim c chi ph sn xut v mang li hiu qu cao nht. Bn
cnh , kt hp vi phng thit kt tm kim v th nghim thit k vi cc ngun
nguyn liu, ph liu mi, c gi thnh thp hn nhng cht lng khng i nhm
tit kim chi ph, nng cao tnh cnh tranh ca sn phm. Bo qun tt nguyn vt
liu cng lm mt trong nhng bin php lm gim chi ph, h thng kho tng m
bo cc tiu chun v m, nh sng... s hn ch c s hao ht v m bo
cht lng len si khng i trong qu trnh lu kho.
- Phng Marketing cng nn kt hp vi Phng iu xy dng h thng
nh mc kinh t k thut tht khoa hc v chnh xc. Lm tt cng tc ny s gip
cng ty c h thng tnh gi v bo gi nhanh nht ti khch hng, cng nh tnh
 110

c chnh xc nht phn trm tiu hao nguyn liu, qua c th c k hoch
chun b tt nht cho sn xut.
- V di hn, cng ty nn u t vo cc h thng sn xut thn thin vi mi
trng, s dng cc nguyn vt liu sch, to ra hnh nh lnh mnh v thn
thin vi mi trng cho sn phm ca cng ty, to s khc bit so vi sn phm
ca cc i th cnh tranh.

b - Hoch nh chng trnh Marketing v Gi:

- Cng ty cn p dng linh hot hn na cc chin lc gi v phng php
nh gi sn phm. Cc quyt nh v gi ca Cng ty, kt hp vi cc gii php
pht trin sn phm hi nhp v pha sau, khng nht thit phi p dng phng
php tnh gi da trn chi ph vi chin lc "bm chc th trng" m c th p
dng phng php tnh gi theo cnh tranh, da trn cc thng k v mc gi ca
i th cnh tranh a ra mc gi tt hn nhm thuyt phc khch hng. i vi
tng dng sn phm c bit, c th p dng cc chin lc gi ht vng hay chin
lc bm chc th trng ph hp vi mi chng trnh Marketing ti mi thi
im ca Cng ty.
- Phng Marketing cn cng c v i mi h thng tnh gi m bo bo gi
cho khch hng nhanh nht v chnh xc nht. Phng Marketing nn ra nguyn
tc 24gi, c ngha l k t khi c thng tin t pha khch hng, th cc cn b
Marketing c trch nhim kt hp vi b phn ch mu a ra mc gi chnh xc
trong vng 24 gi.
c- Honh nh chng trnh Marketing v Phn phi v Xc tin thng mi:
- Cng ty nn c mt chng trnh Marketing mt cch ng b hn, c k
hoch trin khai cc chng trnh ny vo khong thi gian thch hp ti a ho
hiu qu. Hin ti cc chng trnh xc tin thng mi ca Cng ty c phn Dt
Ma ng cn ri rc, nh l.
- Phng Marketing cn nh k xut vi ban lnh o cc chng trnh
khuyn mi v k hoch c th cho cc chng trnh gim gi khuyn mi trong cc
ma khuyn mi kch thch ngi tiu dng.
 111

- Ln k hoch c th v trin khai cc chng trnh qung b hnh nh sn

phm, thng hiu ca cng ty thng qua cc phng tin thng tin i chng, s
dng cc thng tin v hnh nh tc ng vo i tng khch hng mc tiu.
- Kt hp vi cc chng trnh thi trang do cc i truyn hnh t chc, thng
qua gii thiu hnh nh v sn phm ca Cng ty.
- Tin hnh t t chc cc m din thi trang nhn cc s kin quan trng nh
sinh nht cng ty, hoc ngy Quc t Ph n... thu ht s quan tm ca ngi tiu
dng.
- Ha chung trong mc tiu v mi trng ca ton th gii, thnh cng
trong cc hot ng qung b hnh nh ca mnh, cng ty nn dn dn chuyn sang
s dng cc thit b khng gy nhim mi trng, s dng nguyn liu thn thin
vi mi trng (len, si, ti ng gi...) v nhn mnh vo im khc bit .

3.3.3.4 Cc gii php lin quan n vic t chc thc hin v kim tra Marketing
- C ra cc nhm cng tc c nhim v gim st thc hin cc hot ng
Marketing m ban lnh o thng qua. Vic kim tra ny phi c tin hnh lin
tc, theo nh k, yu cu phi c s hp tc v phi hp cht ch gia cc phng ban.
- Kt hp vi cc phng nghip v, s dng cc ch s nh gi hiu qu
hot ng ca tng b phn, kim tra vic thc hin k hoch, tm ra nguyn nhn
ca vic khng hon thnh c bin php khc phc
- Xy dng h thng ch tiu nh gi hiu qu hot ng ca cc chng trnh
Marketing, da trn nhng mc tiu v chin lc ca ban lnh o cng ty. H
thng ch tiu ny phi khoa hc v chnh xc, nhm nh gi ng hiu qu m cc
chng trnh Marketing mang li, thng qua nhng nh gi ny iu chnh pht
trin cc chng trnh .
- Sau mi chng trnh Marketing c tin hnh, phng Marketing cn phi
kt hp vi cc phng ban lin quan lp ra cc bo co nh gi hiu qu v cc
vn pht sinh, nhm rt kinh nghim thc hin tt hn nhng chng trnh
Marketing trong tng lai.
 112

KT LUN

Trong bi cnh hi nhp kinh t quc t vi s cnh tranh ngy cng gay gt,
thc hin tt cng tc qun tr Marketing nhm s dng hp l cc ngun lc, gia
tng hiu qu s dng vn, qun tr tt cc qu trnh sn xut tr thnh mi quan
tm ca mi doanh nghip. Ngnh dt may ho chung trong khng kh si ng ca
nn kinh t th gii t ra cho cc doanh nghip trong ngnh mt thch thc l
phi qun tr tt mi hot ng sn xut kinh doanh ca mnh nng cao v th v
sc cnh tranh ca doanh nghip.
ti Qun tr Marketing ti Cng ty c phn Dt Ma ng trong bi
cnh hi nhp kinh t quc t da trn nhng l lun c bn v qun tr
Marketing phn tch v thc trng cng tc qun tr Marketing ti Cng ty, qua
nh gi nhng thnh tu t c v nhng hn ch cn tn ti ca cng tc
ny. Tc gi bi vit cng phn tch nhng nguyn nhn gy ra nhng mt cn
tn ti, ng thi mnh dn a ra mt s kin ngh v pha Nh nc, mt s gii
php chung cp cng ty v cc gii php cp b phn Marketing nhm hon thin
cng tc qun tr Marketing ca Cng ty c phn Dt Ma ng.Ngi vit hy
vng rng nhng gii php nhm hon thin cng tc qun tr marketing nu ra
trong lun vn ny s c a vo ng dng trong thc tin qun tr marketing ca
Cng ty c phn Dt Ma ng, m bo hiu qu hot ng marketing ca Cng
ty ngy cng hon thin. Vi kin thc v l lun v thc tin cn hn ch, Lun
vn chc chn khng trnh khi nhng sai st, tc gi rt mong c s gp qu
bu ca cc nh khoa hc, cc thy c gio cng bn b v ng nghip.
Cui cng, ngi vit xin c chn thnh cm n Tin s L Th Thuy Thu
tn tnh ch bo, cc thy c gio trng i hc Ngoi Thng quan tm
gip , cc anh ch ng nghip ti Cng ty c phn Dt Ma ng to iu
kin ti hon thnh Lun vn tt nghip ny.
 113

DANH MC TI LIU THAM KHO

TING VIT
1. Trn Minh o (2002), Marketing cn bn, Nh xut bn gio dc
2. Bi Vn ng (2003), Chin lc v sch lc kinh doanh Garry D.Smith,
Danny R.Arnold, Boby R.Bizzell, Nh xut bn Thng k, H Ni
3. Phm Th Gi (2004), Phn tch hot ng kinh doanh, Nh xut bn Thng
k, H Ni
4. PTS V Trng Hng, PTS Phan Thng (2003) Qun tr Marketing - Phillip
Kotler, Nh xut bn thng k, Thnh ph H Ch Minh.
5. Lu vn Nghim (1997), Qun tr Marketing dch v, Nh xut bn Lao
ng.
6. Phan Thng, V Th Phng, Giang Vn Chin (1994), Marketing cn bn -
Phillip Kotler, Nh Xut bn thng k, Thnh ph H Ch Minh.
7. Nguyn Hi Sn (2007) Qun tr hc, Nh xut bn Thng k, Thnh ph H
Ch Minh.
8. Nguyn Hi Sn (2000), Qun tr doanh nghip, Nh xut bn Thng k, H
Ni
9. Trung tm h tr pht trin doanh nghip va v nh (2002), Nghin cu th
trng chin lc kinh doanh, Tng cc tiu chun o lng cht lng, H
Ni
10. Quyt nh 161/Q-TTg ngy 04/09/1998 ca Th tng Chnh ph, Quyt
nh v vic ph duyt quy hoch tng th pht trin ngnh cng nghip Dt
may n nm 2010.
11. Quyt nh s 36/2008/Q-TTg ngy 10/03/2008 ca Th tng Chnh ph,
Quyt nh v vic ph duyt chin lc pht trin ngnh cng nghip dt
may Vit Nam n nm 2015, nh hng 2020.
12. Tp ch pht trin kinh t thng 1/2008
 114

13. Cng ty kim ton v nh gi Vit nam (2005), H s xc nh gi tr doanh

nghip c phn ha Cng ty Dt Len Ma ng.
14. iu l hot ng Cng ty c phn Dt Ma ng.
15. Nguyn Th Bch Hng (2005), Hon thin k ton chi ph sn xut v tnh
gi thnh sn phm ti Cng ty Dt Len Ma ng, Chuyn tt nghip
Lp K ton K35, Trng i hc Kinh t Quc Dn.
16. Bi Th Thy Ninh (2007), Gii php nhm tit kim chi ph sn xut kinh
doanh v h gi thnh sn phm ti Cng ty c phn Dt Ma ng, Lun
vn tt nghip trng i hc Thng Mi.
17. Phm Th Thu Tho, Mt s gii php nhm m rng th trng xut khu
ca Cng ty Dt Len Ma ng, Lun vn tt nghip trng i hc Kinh t
Quc dn
18. Nguyn Th Vn (2007), Mt s gii php nhm nng cao li nhun trong
hot ng kinh doanh ca Cng ty c phn Dt Ma ng, Lun vn tt
nghip trng i hc Thng Mi.
19. Nguyn Th Bch Thu (2007), Pht trin m hnh lin kt bn vng gia cc
c s o to v cc doanh nghip dt may trong xu hng hi nhp WTO,
bi tp chuyn trng i hc kinh t, i hc Nng.
20. Phng Kinh doanh, CTCP Dt Ma ng, Tng hp bo co nm 2007,
2006, 2005, 2004.
21. Phng ti v, CTCP Dt Ma ng, Bo co ti chnh 2007, 2006, 2005.
22. Phng Kinh doanh, CTCP Dt Ma ng, K hoch sn xut 2008, 2007,
2006.
Ting Anh
23. Phillip Kotler (1999) Kotler on Marketing, How to create, win and
dominate markets, The Free Press, London.
24. Lester a.Neidell (1993), Strategic Marketing Management, Ponnwell
Publishing Company.
25. Richard D. (1985), Marketing Management, Irwin Inc.
 115

26. Richard D. (1985), Marketing Management case book, Irwin Inc.

Cc a ch website tham kho
27. http://www.muadongknitwear.com.vn:
28. http://www.saga.vn/Marketing
29. http://www.marketingpower.com
30. http://www.knowthis.com
31. http://www.marketingcentral.com
32. http://www.caohockinhte.info
33. http://www.mot.gov.vn
34. http://www.moit.gov.vn
35. http://www.vinatex.com
36. http://www.gso.gov.vn
 116

MC LC
Trang ph ba
Li cm n
Mc lc
Danh mc cc ch vit tt
Danh mc cc bng
Danh mc cc hnh v
M u .................................................................................................................... 1
Chng 1: L lun c bn v qun tr Marketing ..................................................... 1
1.1 Khi nim, vai tr ca Qun tr marketing ....................................................... 5
1.1.1 Nhng khi nim c bn v Marketing. ................................................ 5
1.1.2 Khi nim v qun tr Marketing: ......................................................... 6
1.1.3 Vai tr ca qun tr Marketing trong doanh nghip. ............................. 9
1.2 Quy trnh qun tr Marketing trong doanh nghip. ......................................... 10
1.2.1 Phn tch mi trng Marketing. ........................................................ 10
1.2.2 La chn th trng mc tiu v nh v th trng ............................ 17
1.2.3 Thit lp chin lc v lp k hoch Marketing ................................. 24
1.2.4 Hoch nh cc chng trnh Marketing ............................................. 30
1.2.5 T chc thc hin v kim tra Marketing ........................................... 37
CHNG 2: Thc trng cng tc qun tr Marketing ti cng ty c phn Dt Ma
ng...................................................................................................................... 40
2.1 Cng ty c phn Dt Ma ng .................................................................... 40
2.1.1 Gii thiu cng ty c phn Dt Ma ng ......................................... 40
2.1.2 Chc nng nhim v v c cu t chc b my qun l Cng ty c
phn Dt Ma ng .................................................................................... 44
2.1.3 Tnh hnh hot ng sn xut kinh doanh ca Cng ty c phn Dt Ma
ng. .......................................................................................................... 48
2.2 Tng quan th trng ngnh dt may v phn tch SWOT Cng ty c phn Dt
Ma ng ........................................................................................................... 53
2.2.1 Tng quan th trng ngnh dt may. ................................................. 53
2.2.2 Phn tch SWOT Cng ty c phn Dt Ma ng .............................. 54
2.3. Thc trng cng tc qun tr Marketing ca Cng ty CP Dt Ma ng ...... 60
 117

2.3.1 Cng tc phn tch mi trng marketing ca Cng ty c phn Dt

Ma ng ................................................................................................... 61
2.3.2 Cng tc la chn th trng mc tiu ca Cng ty c phn Dt Ma
ng. .......................................................................................................... 67
2.3.3 Thc trng vic xy dng chin lc kinh doanh ca Cng ty c phn
Dt Ma ng ............................................................................................ 74
2.3.4 Hoch nh cc chng trnh Marketing ca cng ty CP Dt Ma ng
................................................................................................................... 76
2.3.5 T chc thc hin v kim tra cc hot ng marketing ca cng ty CP
Dt Ma ng ............................................................................................ 81
2.4 nh gi chung v cng tc qun tr Marketing ti cng ty c phn Dt Ma
ng .................................................................................................................... 83
2.4.1 Nhng thnh tu t c ............................................................. 83
2.4.2 Nhng tn ti ca cng tc qun tr Marketing ti Cng ty c phn Dt
Ma ng ................................................................................................... 84
2.4.3 Nguyn nhn ca tn ti ..................................................................... 88
Chng 3: cc gii php hon thin hot ng qun tr Marketing ti Cng ty c
phn Dt Ma ng. ............................................................................................. 93
3.1 Phng hng pht trin ngnh dt may n nm 2020 ................................ 93
3.1.1 Quan im pht trin v mc tiu ca ngnh dt may Vit Nam n
nm 2020 .................................................................................................... 93
3.1.2 nh hng pht trin cho ngnh dt may n nm 2020 ................... 94
3.2 Quan im v nh hng pht trin ca Cng ty c phn Dt Ma ng n
nm 2020 ............................................................................................................ 96
3.2.1 Quan im pht trin .......................................................................... 96
3.2.2 Mc tiu ............................................................................................. 97
3.2.3 nh hng pht trin ........................................................................ 99
3.3 Cc gii php hon thin hot ng qun tr Marketing ti Cng ty c phn
Dt Ma ng. ................................................................................................... 99
3.3.1 Cc kin ngh v pha Nh Nc. ....................................................... 99
3.3.2 Nhng gii php chung cp cng ty.................................................. 101
3.3.3 Cc gii php cp b phn Marketing. .............................................. 106
Kt lun ............................................................................................................... 112
Danh mc ti liu tham kho
..................................................................................104
 118

LI CM N

Trong qu trnh thc hin lun vn, ti nhn c s gip h tr

ca cc thy c gio, bn b ng nghip.
Ti xin c bit by t lng bit n su sc n Tin s L Th Thu Thu
ngi ch bo tn tm, nhit tnh gip ti trong sut qu trnh thc
hin lun vn.
Ti xin chn thnh cm n cc thy c gio trng i hc Ngoi
thng, Khoa Sau i hc trng i hc Ngoi thng gip ti hon
thnh lun vn ny.
Ti cng xin chn thnh cm n s quan tm gip ca cc bn b
ng nghip, gia nh to iu kin, h tr, ng h v tinh thn ti c
th hon thnh lun vn.
Do hn ch nng lc v thi gian nghin cu, lun vn chc chn
khng trnh khi nhng sai st, tc gi rt mong c s gp ch bo ca
thy c, cc bn b v ng nghip.

H Ni, ngy 30 thng 5 nm 2008

Tc gi
Phan Hng Linh
 119

DANH MC CC CH VIT TT
Tn vit tt ting ANH
Vit tt Ting Anh Ting Vit
AMA American Marketing Association Hip hi Marketing M
CMT Cut Make and Trim Gia cng
GDP Gross Domestic Product Tng sn phm quc ni
NTR Normal Trade Relations Quan h thng mi bnh thng
PNTR Permanent Normal Trade Relations Quy ch quan h thng mi bnh
thng vnh vin.
WTO World Trade Organisation T chc thng mi th gii

Tn vit tt ting vit

Vit tt Ting Vit
CBCNV Cn b cng nhn vin
HQT Hi ng qun tr
KCS Kim tra cht lng sn phm
LTL Lao ng tin lng
TNHH Trch nhim hu hn
XTHH Xc tin hn hp
 120

DANH MC CC BNG
Bng 1.1 : Cc cng c truyn thng Marketing. ................................................... 36
Bng 2.1: Doanh thu ca Cng ty c phn Dt Ma ng ..................................... 50
Bng 2.2: Tnh hnh lao ng ca Cng ty c phn Dt Ma ng........................ 50
Bng 2.3: C cu kim ngch xut khu sang cc khu vc th trng qua cc nm.. 52
Bng 2.4: C cu lao ng ca Cng ty c phn Dt Ma ng. ........................... 62
Bng 2.5: Gi thnh sn phm ca Cng ty c phn Dt Ma ng. ..................... 78
Bng 3.1: Tc tng trng ca ngnh dt may Vit nam ................................... 94
Bng 3.2: Cc ch tiu chin lc pht trin ngnh dt may Vit Nam. .................. 94
Bng 3.3: Mc tiu tc tng trng ca Cng ty c phn Dt Ma ng. ......... 97
Bng 3.4: Mc tiu pht trin ca Cng ty c phn Dt Ma ng. ...................... 97
Bng 3.5: K hoch sn xut kinh doanh nm 2008 Cng ty c phn Dt Ma
ng...................................................................................................................... 98
 121

DANH MC CC HNH V
Hnh 1.1: S quy trnh qun tr Marketing........................................................... 8
Hnh 1.2: Cc lc lng ca mi trng Marketing vi m ..................................... 12
Hnh 1.3: Qu trnh la chn mc tiu v nh v th trng. ................................. 18
Hnh 1.4: M hnh 5 lc lng cnh tranh ca Michael Porter ............................... 20
Hnh 1.5: M hnh la chn th trng mc tiu ca doanh nghip. ....................... 23
Hnh 1.6: Qu trnh lp chin lc kinh doanh ca doanh nghip. ......................... 25
Hnh 1.7: Cc cp cu thnh sn phm .............................................................. 31
Hnh1.8: Cc nhn t nh hng n quyt nh v gi ......................................... 34
Hnh 2.1: C cu t chc Cng ty c phn Dt Ma ng..................................... 45
Hnh 2.2 : Phn xng dt - Cng ty c phn Dt Ma ng ................................ 48
Hnh 2.3 : Kim ngch xut khu ngnh dt may Vit Nam .................................... 55
Hnh 2.4 :Doanh thu ca Cng ty c phn Dt Ma ng ..................................... 61
Hnh 2.5 : Ngun cung ng nguyn liu ca Cng ty c phn Dt Ma ng........ 64
Hnh 2.6 : Sn lng xut khu v ni a ............................................................. 68
Hnh 2.7 : Phn loi sn phm theo tui ............................................................ 69
Hnh 2.8: Phn on sn phm theo tm l tiu dng ............................................. 70
Hnh 2.9: Phn on theo c cu sn phm ............................................................ 70
Hnh 2.10: S hot ng phn xng Si.......................................................... 77
Hnh 2.11: S hot ng phn xng Dt ......................................................... 77
Hnh 3.1: T chc b my mi ca Cng ty c phn Dt Ma ng. .................. 104