CNG HA X HI CH NGHA VIT NAM

c lp T do Hnh phc
----------- ----------

THUYT MINH D N U T
XY DNG CHUI C PH

CH U T N V T VN
CNG TY CP T VN U T
THO NGUYN XANH

NGUYN VN MAI

Tp.H Ch Minh - Thng 7 nm 2011

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CHNG I: GII THIU CH U T V D N

I.1. Gii thiu ch u t
Tn cng ty :
Giy php ng k kinh doanh :
i din php lut cng ty :
Chc v : Gim c

I.2. M t s b d n
Tn d n : D n u t xy dng chui c ph
Tn qun :
a im :
Hnh thc u t : Bn c ph ung lin theo m hnh c ph mang
theo, c ph bt, ht ng gi, my pha ch c ph.

I.3. C s php l
Vn bn php l
Ngh nh s 12/2009/N-CP ngy 12/02/2009 ca Chnh ph v vic Qun l d n
u t xy dng cng trnh.
Ngh nh s 123/2008/N-CP ngy 08/12/2008 ca Chnh ph Qui nh chi tit thi
hnh Lut Thu gi tr gia tng;
Ngh nh 140/2006/N-CP ca Chnh ph ngy 22 thng 11 nm 2006 quy nh vic
bo v mi trng trong cc khu lp, thm nh, ph duyt v t chc thc hin cc
chin lc, quy hoch, k hoch, chng trnh v d n pht trin;
Ngh nh s 80/2006/N-CP ngy 09 thng 8 nm 2006 ca Chnh ph v vic qui
nh chi tit v hng dn thi hnh mt s iu ca Lut bo v mi trng;
Thng t s 12/2008/TT-BXD ngy 07/05/2008 ca B xy dng hng dn vic lp
v qun l chi ph kho st xy dng;
Thng t s 33/2007/TT-BTC ngy 09/4/2007 ca B Ti chnh hng dn quyt
ton d n hon thnh thuc ngun vn nh nc;
Thng t s 08/2006/TT-BTNMT ngy 08/9/2006 ca B Ti nguyn v Mi trng
hng dn v nh gi mi trng chin lc, nh gi tc ng mi trng v cam
kt bo v mi trng;
Lut t ai s 13/2003/QH11 ngy 26/11/2003 ca Quc Hi nc CHXHCN Vit
Nam;
Lut u t s 59/2005/QH11 ngy 29/11/2005 ca Quc Hi nc CHXHCN Vit
Nam;
Lut Doanh nghip s 60/2005/QH11 ngy 29/11/2005 ca Quc Hi nc
CHXHCN Vit Nam;
Lut Nh 56/2005/QH11 ngy 29/11/2005 ca Quc Hi nc CHXHCN Vit
Nam;
Lut Thu thu nhp doanh nghip s 14/2008/QH12 ngy 03/6/2008 ca Quc Hi
nc CHXHCN Vit Nam;

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B lut Dn s s 33/2005/QH11 ngy 14/6/2005 ca Quc Hi nc CHXHCN Vit

Nam;
Lut thu Gi tr gia tng s 13/2008/QH12 ngy 03/6/2008 ca Quc Hi nc
CHXHCN Vit Nam;
Ngh nh s 124/2008 N-CP ngy 11 thng 12 nm 2008 ca Chnh Ph v thu
thu nhp doanh nghip;
Thng t s 33/2007/TT-BTC ngy 09/4/2007 ca B Ti chnh hng dn quyt
ton d n hon thnh thuc ngun vn nh nc;
Cc vn bn khc ca Nh nc lin quan n lp Tng mc u t, tng d ton.

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CHNG II: S CN THIT U T D N

II.1. Mc tiu nhim v u t
D n u t xy dng chui c ph c tin hnh nhm t c nhng mc tiu
sau:
- Nm c tnh hnh kinh doanh c ph vi phong cch .
- a ra chnh sch kinh doanh ph hp mang li hiu qu kinh doanh cho qun.
- nh gi kh nng ti chnh ri ro.
- Cung cp dch v thng thc c ph nguyn cht cho thc khch ti thnh ph H
Ch Minh.
- Ku gi u t.

II.2. S cn thit phi u t

Ung c ph l thi quen ca ngi dn Si thnh v vn ha c ph ni y cng tht
mun hnh mun v, t c ph va h n sang trng, t c ph sn vn n c ph ngh
thut Khng nhng th, loi c ph phc v khch hng cng rt a dng vi nguyn liu
c nhp t c trong v ngoi nc nh c ph Espresso, Capuchino
Bn cnh nhng loi c ph a dng v chng loi v phong ph v phong cch, cng
ty chng ti cung cp mt cch thng thc c ph mi ph hp vi nhp sng si ng
ca ngi dn thnh ph, l phong cch c ph mang theo . Vi hnh nh chic ly
nha np hnh cu xinh xinh to thnh mt xu hng trn th gii nh Starbuck th khng
c l do g m c ph khng c a chung Vit Nam. Thi k mi manh nha ai cng
yu thch nhng gi thnh li qu t nh Gloria Jeans, Angel in US. Sau ny th khp
thnh ph xut hin nhng qun gi r hn, cht lng tt, ph hp vi mi ngi. Nhng
ch ti c ph thc khch mi c tn hng nhng g tinh ty nht ca ht c ph. Khng
ph gia, khng ha cht, v khng c bt c l do g p ph gia cho nhng ht c ph
ngon nht. S kt hp hi ha gia c ph Robusta v Arabica cng vi cng ngh rang xay
sch hon ton to nn mt ly c ph m , thun khit vi hng v rt c trng.
Thng thc c ph sch ti qun thc khch s cm nhn c v m ca c ph
Robusta, hng thm quyn r ca ht c ph nguyn cht Arabica. S nguyn cht trong
tng git c ph chnh l im khc bit ca chng ti vi nhng qun c ph mang theo
khc.
Do , vi mong mun p ng nhng yu cu ngy cng kht khe ca thc khch v
cht lng sn phm cng nh s nhanh gn v thi gian chng ti c th khng nh chui
c ph ra i l iu cn thit trong giai on hin nay.

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CHNG III: PHN TCH MI TRNG U T

III.1. iu kin t nhin
III.1.1. V tr a l
Tp.H Ch Minh nm trong to a l khong 100 10' 100 38 v Bc v 1060 22'
106054' kinh ng. Pha Bc gip tnh Bnh Dng, Ty Bc gip tnh Ty Ninh, ng
v ng Bc gip tnh ng Nai, ng Nam gip tnh B Ra -Vng Tu, Ty v Ty Nam
gip tnh Long An v Tin Giang.
Tp.H Ch Minh cch th H Ni gn 1.730km ng b, nm ng t quc t
gia cc con ng hng hi t Bc xung Nam, t ng sang Ty, l tm im ca khu vc
ng Nam . Trung tm thnh ph cch b bin ng 50 km ng chim bay. y l u
mi giao thng ni lin cc tnh trong vng v l ca ng quc t. Vi h thng cng v sn
bay ln nht c nc, cng Si Gn vi nng lc hot ng 10 triu tn/nm. Sn bay quc
t Tn Sn Nht vi hng chc ng bay ch cch trung tm thnh ph 7km.

III.1.2. a hnh
Tp.H Ch Minh nm trong vng chuyn tip gia min ng Nam B v ng bng
sng Cu Long, a hnh thnh ph thp dn t Bc xung Nam v t ng sang Ty. Vng
cao nm pha Bc - ng Bc v mt phn Ty Bc, trung bnh 10 n 25m. Xen k c
mt s g i, cao nht ln ti 32m nh i Long Bnh qun 9. Ngc li, vng trng nm
pha Nam - Ty Nam v ng Nam thnh ph, c cao trung bnh trn di 1m, ni thp
nht 0,5m. Cc khu vc trung tm, mt phn cc qun Th c, qun 2, ton b huyn Hc
Mn v qun 12 c cao trung bnh, khong 5 ti 10m.

III.1.3. Kh hu
Nm trong vng nhit i gi ma cn xch o, Tp.H Ch Mnh c nhit cao u
trong nm v hai ma ma kh r rt. Ma ma c bt u t thng 5 ti thng 11, cn
ma kh t thng 12 ti thng 4 nm sau. Trung bnh, Tp.H Ch Minh c 160 ti 270 gi
nng mt thng, nhit trung bnh 27C, cao nht ln ti 40C, thp nht xung 13.8C.
Hng nm, thnh ph c 330 ngy nhit trung bnh 25 ti 28C. Lng ma trung bnh
ca thnh ph t 1,949 mm/nm, trong nm 1908 t cao nht 2,718 mm, thp nht
xung 1,392 mm vo nm 1958. Mt nm, thnh ph c trung bnh 159 ngy ma, tp
trung nhiu nht vo cc thng t 5 ti 11, chim khong 90%, c bit hai thng 6 v 9.
Trn phm vi khng gian thnh ph, lng ma phn b khng u, khuynh hng tng theo
trc Ty Nam ng Bc. Cc qun ni thnh v cc huyn pha Bc c lng ma cao hn
khu vc cn li.
Tp.H Ch Minh chu nh hng bi hai hng gi chnh l gi ma Ty Ty Nam
v Bc ng Bc. Gi Ty Ty Nam t n Dng, tc trung bnh 3.6 m/s, vo
ma ma. Gi Bc ng Bc t bin ng, tc trung bnh 2.4 m/s, vo ma kh. Ngoi
ra cn c gi tn phong theo hng Nam ng Nam vo khong thng 3 ti thng 5, trung
bnh 3.7 m/s. C th ni Thnh ph H Ch Minh thuc vng khng c gi bo. Cng nh

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lng ma, m khng kh thnh ph ln cao vo ma ma, 80%, v xung thp vo

ma khng, 74.5%. Trung bnh, m khng kh t bnh qun/nm 79.5%.

III.2. iu kin kinh t - x hi Tp.H Ch Minh

III.2.1. Tnh hnh kinh t
Tp.H Ch Minh gi vai tr u tu kinh t ca c Vit Nam. Gi tr tng sn phm
trn ia ban 6 thng u nm 2011 c t 199.990 ty ng tng 9.9% so cung ky , thp
hn mc tng 6 thng nm 2010 l 1.1 im phn trm.
Gi tr sn xut cng nghip c t 305.576 ty ng tng 12.2% so vi 6 thng
cng k nm trc. Trong : cng nghip nh nc chim 14.5% gi tr tng sn lng,
tng 4.4%; cng nghip ngoi nh nc chim 46.1%, tng 14.3% v khu vc c vn u
t nc ngoi chim 39.4%, tng 14.3%. Gi tr sn xut cng nghip trung ng c t
34,288 ty ng, tng 4.1% so cng k. Theo phng php Ch s sn xut cng nghip
(IIP), IIP cng nghip trn a bn 6 thng tng 6.5% so vi cng k nm 2010.
Gi tr s n xut nng, lm nghip, thy sn 6 thng u nm t 3,612.4 ty ng,
tng 5.7% so cng k. Gi tri san xu t nng nghi p c thc hin 2,673.7 ty ng tng
5.2% so cng k; trong gi tr sn xut chn nui tng 6.8%, gi tr sn xut trng trt
tng 3.5%. Gi tr sn xut lm nghi p t 31 ty ng, tng 4.6% so cng k. Trng mi
44.8 ha rng tp trung, tng 27.9% so cng k nm trc. Tng sn lng g khai thc
8,000 m3, tng 17.1% so cng k nm trc. Gi tr sn xut thy sn c thc hin 907.7
ty ng, tng 6.7% so vi cung ky n m trc ; Tng san l ng thuy san c thc hin
21,207 t n, gim 3.9% so cng k.
6 thng u nm 2011, tng vn u t trn a bn thnh ph c thc hin
50,989 ty ng, tng 15.9% so vi cng k nm trc. Trong : Vn u t xy dng c
bn c thc hin 44,390 ty ng, so vi k hoch nm t 26.8%; so cng k tng
15.8%. Thc hin vn u t t ngn sch thnh ph c thc hin 6,210 ty ng, t
54% k hoch nm v tng 12.5% so vi cng k. c tnh khi lng thc hin vn
ODA l 744 ty ng, so vi k hoch t 134.9%; T u nm n ngy 16/6 c 150
d n c vn u t nc ngoi c cp giy chng nhn u t vi vn ng k t
1,464.4 triu USD, trong vn iu l l 356.6 triu USD. C 48 d n iu chnh vn
u t v vn iu l, vn u t iu chnh tng 177.3 triu USD. Tng vn u t cp
mi v tng vn n ngy 16/6 t 1,641.7 triu USD. S d n cn hiu lc hot ng
trn a bn thnh ph l 4.019 d n vi tng vn u t 31,326 triu USD.
Tnh chung 6 thng u nm mc tiu th hng ha v dch v a t 214,235 ty ng,
tng 22.5% so vi cung ky nm trc . Nu loi tr bin ng gi , t ng mc ban le va
doanh thu dich vu tng 8,8%.
So vi thang 12/2010, ch s gi tiu dng tng 11.54%; Ch s gi vng tng
5.07%; Ch s gi USD gim 3.06%. Ch s gi bnh qun 6 thng u nm 2011 so vi
cng k tng 12.62%
Tng kim ngch xut nhp khu hng ha 6 thng u nm (khng tnh du th) t
21,869.5 triu USD, tng 3,723 triu USD so cng k, tng 20.5%. T ng kim nga ch xu t
kh u hang hoa a t 12,506 tri u USD, tng 14.7% so vi cung ky nm trc . Kim nga ch
nh p kh u hang ha c t 12,791.1 tri u USD, tng 28.6% so vi cung ky nm trc.

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T ng doanh thu v n tai t 16,127.4 ty ng, tng 23% so vi 6 thng u nm

2010. Tng sn lng hng ha vn chuyn c t 48,834 ngn tn vi 25,840.6 triu
tn.km; Doanh thu vn ti hnh khch c t 5,160.4 ty ng. Tng lng hnh khch
vn chuyn c t 278,9 triu lt ngi vi lng hnh khch lun chuyn l 6,110.9
triu ngi.km; Khi l ng hang hoa thng qua cang sng va cang bi n c t 28,350.6
ngn t n . Doanh thu bc xp hng ha t 2,649.7 ty ng, tng 14.2% so vi cng k
nm trc.
Mng in thoi hin ang hoa t ng c 24 t ng ai vi 1,267.5 ngn my thu bao
c nh, tng 11.3% so vi 6 thng u nm 2010. D c doanh thu bu chnh vin thng
6 thng u nm t 2,241.8 ty ng, gim 6.6% so vi cung ky nm trc.
Tng thu ngn sch Nh nc 6 thng c thc hin 98,566.6 ty ng, t 55.4%
d ton, tng 24.5% so cng k. Tng chi ngn sch a phng (tr tm ng) c thc
hin 18,437.9 ty ng, t 52.1% d ton, tng 14.3% so cng k.
Tng vn huy ng trn a bn thnh ph n cui thng 6 c t 818.9 ngn ty,
tng 22.3% so cng k v tng 1.6% so u nm. Tng d n tn dng trn a bn thnh
ph n cui thng 6 c t 756.4 ngn ty ng, tng 23.8% so cng k, tng 6.7% so
u nm.
Tnh n ngy 16/6 tng s chng khon giao dch khp lnh l 289 (tng 3.2% so
u nm); gm 284 c phiu v 5 chng ch qu. Tng gi tr nim yt ton th trng t
240.548 ty ng, tng 5.4% so vi u nm.
Trong 6 thng u nm 2011, cc khu vc kinh t trn a bn thnh ph thu ht
lao ng v gii quyt vic lm cho 128.1 ngn lt ngi, t 48.3% k hoch, tng
0.95% so cng k.

III.2.2. Tnh hnh x hi

Tnh n thng 5/2011 theo chun ngho ca thnh ph (12 triu ng/ngi/nm)
ton thnh ph cn 103.3 ngn h ngho, vi 471,411 nhn khu, chim ty l 5.66 % tng
s h dn thnh ph. n ngy 30/4 tng qu XGN l 235.035 ty ng, tng 2,653 ty
ng so vi u nm. Qu ang tr vn cho 36,902 h ngho, 188 c s sn xut kinh
doanh thu nhn 1,632 lao ng ngho vi s tin 187.775 ty ng. Qu Quc gia v vic
lm (Qu 71): tng qu l 225.193 ty ng, t u nm n nay xt duyt cho 1,791 h
vay, vi 2,640 lao ng, vi s tin 32.086 ty ng. Tnh n 31/5, thnh ph mua v
cp 210,388 th BHYT cho ngi ngho. Trong nm hc 2010- 2011 thc hin min
gim hc ph v c s vt cht trng hc cho 36.363 hc sinh ngho, s tin min gim
l 10.632 ty ng, chim ty l gn 40% s hc sinh l thnh vin ca h ngho.

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CHNG IV: PHN TCH TH TRNG C PH

IV.1. Th trng c ph Vit Nam

Vit Nam l nc xut khu th nh trn th gii, ch sau Braxin vi tng sn lng
xut khu nm 2009 t 1.18 triu tn, tng ng 1.73 ty USD. c tnh nm 2011, khi
lng xut khu c ph t khong 1.13 triu tn vi gi tr gn 3 ty ng. Hin nay, Vit
Nam ch yu xut khu c ph Robusta, mt dng c ph c tiu chun thp hn c ph
Arabica m cc nc chu u thng s dng.
Bn cnh , nc ta l nc c nn vn ha c ph, tuy nhin lng c ph s dng
u ngi ch vo khong 0.7kg/ngi/nm, thp hn nhiu so vi cc nc dn u l Phn
Lan (11kg/ngi /nm), v so vi nc cao nht trong khu vc l Nht Bn (3.3kg). Tiu th
th trng ni a ti Vit Nam ch chim khong 5% trong tng c ph xut khu, tng
ng 61,000 tn/nm. Trong c ph ha tan chim 9,000 tn, c ph rang xay c nhn
hiu chim 35,000 tn cn li l c ph khng tn tui v nhn hiu. Th trng c ph ni
a tng trng hng nm khong 18% trong c ph ha tan ang dn u mc tng
trng (+22%) cn c ph rang xay tng trng chm hn th trng (+13%). Theo nghin
cu ca IAM v thi quen s dng c ph, 65% ngi tiu dng c s dng c ph Vit Nam
ung c ph by ln trong tun, nghing v nam gii (59%). Ring v c ph ha tan th c
21% ngi tiu dng s dng c ph ha tan t 3 n 4 ln trong tun v hi nghing v
nhm ngi tiu dng l n (52%). Ngoi ra, ty l s dng c ph ti nh (in home) v bn
ngoi (Out of home) l ngang nhau 49%/50%. Thi gian ung c ph ph bin nht l t 7-8
gi sng. Qun c ph ti Vit Nam c th tm thy ti mi ngc ngch, ph bin a dng, a
kiu to s thun tin nht cho ngi ung c ph.
Hin ti th trng c ph ca Vit Nam cha phn ha r rng l c ph i tr v
c ph c bit. C ph i tr c th k n nh Trung Nguyn Vit Nam hay c ph
Tasters choice ca Nestl ti M. C ph c bit c th k n nh HighLand Vit Nam
hay Starbucks M. V c ph c bit ti Vit Nam cn rt nh nn cha to nn nh
hng ln so vi th trng chim hn 40% ti M h c th thnh lp nn Hip hi c
ph c bit ca Hoa K (SCAA). Trong tng lai vi s tham gia ca nhiu thng hiu c
ph c bit, th trng s phn chia li v nh hnh r rng hn. c bit nu Starbucks
xem xt li nh u t vo th trng Vit Nam. Song song , Highland tip cn cch m
Starbucks xy dng ti th trng M v cc th trng xung quanh khu vc. l cung
cp c ph ngon c bit v mt khng kh mi trng thng thc c ph. Tuy nhin so
v mc cht lng c ph, th Highland vn cha c ngon, c bit l nhng loi c
ph mang phong cch nh Capuccino, Epresso, Frappuchino,. Ngoi vic thng thc
c ph ti qun, khch hng cng c th mua c ph ti Highland hay Gloria Jean Coffee v
mang i (). Mi y Starbucks tung ra nhn hiu c ph ung lin Starbucks VIA, nh du
bc tip cn i tng khch hng cao cp trong mt phn khc sn phm i chng. Mi
y, Highland cng tung ra th trng c ph ung lin Highland RTD n u c hi th
trng c ph ung lin RTD. Tuy nhin th trng ny ti Vit Nam cn trong giai on s
khai (khong 600,000 lit/nm) v cn nhiu yu t marketing thay i thi quen yu thch
c ph ca ngi tiu dng. Th trng cng xc nhn s tham gia ca THP vi nhn hiu
VIP, s gia nhp thng qua nhp khu ca nhn hiu Birdy (Ajinomoto Vietnam), v

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Wonderfarm. S tham gia v u t nay cha mang li hiu qu, cung cp mt l do thch
ng cho ngi tiu dng h chuyn qua s dng c ph ung lin RTD, thay v gh ung
c ph ti qun, ung c ph ti nh hay ung c ph ung lin. Tuy nhin, hng tip cn v
pht trin th trng l y tim nng, c bit l cho cc cng ty v ang kinh doanh
trong ngnh hng c ph. Hng hp tc kinh doanh hiu qu c th l mt nh sn xut c
ph phi hp vi mt cng ty phn phi gii kht y mnh th trng. V cng ty c ph
th khng c kinh nghim phn phi nc gii kht, trong khi cng ty sn xut v phn phi
nc gii kht th li khng sn xut c c ph ung lin hp khu v.

IV.2. Phong cch c ph mang i ()

Theo du chn ngi Php, c ph du nhp vo Vit Nam v l th thc ung quen
thuc cho tng lp tri thc. Qua nhiu giai on pht trin ca t nc, thc ung c tn
vinh l kim cng en ca nhn loi ny tr thnh mt nt vn ho ca ngi Vit. T
c ph, c rt nhiu phong cch tn ti Vit Nam v l mt trong nhng phong cch
mi gn lin vi s pht trin ca thi i.
Phong cch bt ngun t cc nc phng Ty, ni nhp sng cng nghip khin
con ngi ta lc no cng vi v. hay to go c ngha l mang theo, i ngay phc v
khch hng c nhu cu mua mang theo do khng c thi gian ngi ti qun nhm nhi,
thng thc. Hin ti, nhc n c ph thc khch lin ngh ngay n nhng qun c tn
Ty v mang phong cch Ty. Nhng hnh thc mang theo ny thc s tn ti lu i
trong qu trnh hnh thnh v pht trin ca t nc. N c mt trong cuc sng thng
ngy ca ngi Vit, hy th gh bt k qun cc l ng no v bo l mua mang i l
ch qun s cho c ph ca bn vo mt ci ti nilon hay mt ly nha c ng ht. y chnh
l hnh thc s khai ca phong cch . Song c ph thc s t phng Ty phi hi
nhng tiu ch nh: hp v sinh, hnh thc bt mt, thc n phong ph v c ch bin
theo cng thc Ty phng.
Cng ngy, tng c ph i ngay cng tr nn chn mui hn khi nn kinh t Vit
Nam hi nhp ngy cng su hn, nhanh hn, ton din hn vo nn kinh t th gii. c
bit, s kin Vit Nam chnh thc l thnh vin th 150 ca WTO to nn sc bt vic
hin thc ho tng thai nghn t vi nm trc. Ngy 27/12/2006, ti a im 15F
Nguyn Th Minh Khai, qun 1, qun c ph u tin trong h thng Passio ra i vi mong
c l cung cp cho th trng mt loi c ph ti ng ngha vi mt phong cch phc v
khc bit hon ton.
Tnh n thi im ny, c ph mang phong cch thc s thnh hnh.

IV.3. Nhu cu thng thc c ph

Nm 2010, Vin Chnh sch v Chin lc Pht trin Nng nghip Nng thn
(IPSARD) cho bit bnh qun ngi dn Vit Nam tiu th 1.25 kg c ph mi nm v s tin
ngi dn trong nc b ra cho ly c ph khong 9,000 ng/ngi/nm, tc ch nhnh hn
0.5 la M v ch c 19.2% ngi dn ung c ph vo ngy thng, cn ngy l Tt th
tng ln 23%.
iu d dng nhn thy l ngi dn thnh th mua c ph ung ti 2.4 kg/nm, nhiu
gp 2.72 ln so vi ngi dn nng thn v s tin m c dn th b ra cho ly c ph mi
sng ti 20,280 ng/nm, cao gp 3.5 ln so vi nng thn. Nu chia cc h ra thnh nm
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nhm da vo thu nhp th nhm th nm c thu nhp cao nht ung c ph nhiu gp 18 ln
so vi nhm h gia nh c thu nhp thp nht.
IPSARD nghin cu su v tiu th c ph hai thnh ph ln l TPHCM v H Ni
vi 700 h dn c ly mu iu tra. iu ng ch c hai thnh ph l ngi thng
ung c ph nm trong tui di 40, nh H Ni tui trung bnh 36.3, cn TPHCM tr
hn cht t. Khng ch vy, phn ln ngi ung c ph H Ni l ngi c trnh i
hc hay ch t cng l tt nghip cp 3 nhng TPHCM th gn nh ung c ph mi trnh
.
Thi quen ung c ph cng lin quan mt thit ti ngh nghip, chng hn H Ni
th tng lp ngi v hu ung c ph nhiu nht, ti 19.8%, cn sinh vin th t nht, ch c
8% ngi ung. Th nhng TPHCM li ngc li, dn kinh doanh ung nhiu nht vi
26.3%, k n l sinh vin hc sinh, ngi v hu ung t nht. iu tra ny cho bit mi
ngi dn H Ni b ra 48,000 ng mi nm mua lng c ph 0.752 kg, trong khi
ngi dn TPHCM b ra ti 121,000 ng, cao gp ba ln so vi H Ni mua 1.65 kg c
ph.
TPHCM c by qun c chn mu iu tra gm qun 1, 3, 6, 11, Tn Ph, G
Vp v Bnh Thnh nhng kt qu iu tra thu c kh bt ng khi tiu th c ph nhiu
nht khng phi l cc qun trung tm thnh ph m l qun Tn Ph v trong hai nm
qua, lng c ph tiu th TPHCM tng 21%, thp hn H Ni vi 25%. S ln mua c
ph trong dn TPHCM cng nhiu hn so vi H Ni. C ti 12% ngi dn TPHCM mua
c ph ung vi ln trong tun v 40% mua ung vi ln trong thng, trong khi H Ni, ch
c 0.6% s ngi mua c ph ung vi ln trong tun. iu ny d dng nhn thy qua s
lng qun c ph v tp qun ung c ph... va h ca ngi Si Gn, cn ngi H Ni
ngi va h l ung nc ch (tr).
Khch ti nh th ngi H Ni hay pha ch mi khch, nhng TPHCM c kh
nhiu gia nh thay nc ch (tr) bng ly c ph, v do vy c ti 78% ngi dn Si Gn
mua c ph mang v nh dng cho vic tip khch. Cha k v thi quen ung c ph th
ngi H Ni ung theo ma, l Tt ung nhiu hn, cn TPHCM gn nh ung quanh
nm. Khu v ung c ph cng khc gia hai th. Ngi Si Gn ung c ph bt pha
phin nhiu nht vi 38%, k n l c ph bt pha phin c thm sa vi 27% v 20% ung
c ph ha tan. H Ni th ti 67% ung c ph ha tan.
Ty l ngi dn vo qun ung c ph cng khc nhau. Gn mt na ngi Si Gn
c vo qun ung c ph, cn H Ni ty l ny thp hn nhiu. Khi vo qun, ngi tiu
dng Si Gn ung c ph pha phin ti 61%, nhiu hn hn so vi H Ni. Trong khi ngi
dn Si Gn tiu th c ph nhiu hay t khng do thu nhp ca h cao hay thp, cn H
Ni, thu nhp cng cao th ung cng nhiu.
Qun c ph cng khc nhau. Bnh qun mi qun c ph H Ni rng 100m2, c 26
bn v 9 nhn vin phc v cn TPHCM, qun rng bnh qun 175 m2, 56 bn vi 23 nhn
vin. Sn phm bn ti qun c ph TPHCM cng a dng, c ti 40 loi nc gii kht
trong c c ph, H Ni ch c 9.
Khch vo qun c ph H Ni vo bui sng thng gi c ph en pha phin (en
nng), bui ti l nu (tc c ph en c thm sa) nhng TPHCM, phn ln khch hng
vo qun ung c ph (tc en ) bt k bui sng hay bui ti. Cc thng hiu c ph

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m qun mua v bn v ngi tiu dng mua v nh ung c hai thnh ph l Trung
Nguyn, Highland, Vinacafe, Nescafe, Mai, Pht t.
Ring vi c ph dng mang theo -, TPHCM vi hn 7 triu dn c nhu cu s
dng rt ln, t hc sinh, sinh vin n nhn vin vn phng,l ngun khch chnh, nhng
ngi c nhu cu thng thc c ph khng c thi gian ngi li qun u la chn phong
cch ny. Ni chung, phong cch ph hp nht vi gii tr v tr thnh xu hng v th
hiu mi.

IV.4. Phn tch i th cnh tranh

Cch y vi nm, ti TPHCM ch c nhng thng hiu c ph ni ting nh
Coffee Bean, Gloria Jeans, Angel In US hay Illy caf. Gi y m hnh ny ngy cng lan
rng khp thnh ph. Tt c u l dng c ph mang i (cafe / coffee to go), vi ni cng c
ch khch ngi li nhng khng phi dng ngi lu nhm nhi nh cc qun cafe truyn
thng Vit Nam. Passio c l l thng hiu u tin i tin phong trong lnh vc ny, tuy
nhin lc th trng cha kp n nhn mt phn v gi cng cn cao v cha quen vi
lai hnh cafe mi. Phong tro ny pht trin mnh t khi Effoc xut hin, ln lt cc cafe
khc cng ni ui nhau ra i nh Comix, Caztus... ch yu tp trung cc qun 1-2-3 v
nht l con ng Nguyn Thng Hin. Sau ny th phong tro n r vi nhiu lai cafe ,
nhiu khng m xu nhng cht lng th c phn gim st.
Trang web diadiemanuong.com thng k cc qun c ph ni bt hin nay ti
TPHCM v cho php khch hng la chn qun no thch nht.

Trong s 131 ngi bu chn ti trang diadiemanuong.com th c 46 ngi thch

qun Effoc nht, chim 35.11%. Tip theo l qun Caztus c 32 ngi thch chim 9.92%.
H thch cht lng, gi c, dch v, v tr ca nhng qun ny.
y chnh l nhng i th cnh tranh ca qun , cn hc hi nhng im tt v trnh
nhng im xu, nhng hn ch ca cc qun i trc.

IV.5. Ngun nguyn liu

C ph l ngun nguyn liu chnh v phi c cung ng thng xuyn v y .
l nhng ht c ph Robusta v Arabica nguyn cht ly t nhng i l c uy tn trong
nc.

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CHNG V: XY DNG CHIN LC KINH DOANH

CHO CHUI C PH

V.1. Phn tch chin lc SWOT

im mnh (S) im yu (W)

- Tnh hnh ti chnh lnh - Sp thnh lp nn t ngi
mnh bit n.
M - C kh nng la chn v - Cha c khch hng quen
tr p, thun li - Quan h vi khch hng
- C kh nng to khng cn hn ch
gian qun p, thit k n - Cha c kinh nghim trong
tng lnh vc kinh doanh c ph
HNH - Sn phm cht lng, m - Do mi thnh lp nn cha
hng v c n nh
- Qun l tt, nhn vin - Ngun vn kinh doanh hn
c o to phong cch ch
SWOT phc v
- Dch v hu mi chu o,
hp dn khch hng.

C hi (O) Xy dng chin lc S-O Xy dng chin lc W-O

- Nhu cu ca ngi dn ln - La chn v tr thun li - Xy dng o to b phn
- Th trng mc tiu ln - Thit k tng qun p mt marketing.
- Khch hng tim nng ln n tng, ng b thnh - Thu thp kinh nghim v
chui tch ly kinh nghim
- To lp uy tn, a ra cc - M rng th trng mc
chng trnh khuyn mi, tiu, thu ht khch hng mi,
chiu th c bit mi l gi chn khch hng c, to
thu ht khch hng. nhu cu cho khch hng tim
- a dng ha sn phm nng.
- Gi v sinh qun
- Nng cao cht lng sn
phm
- Tip tc xy dng v hun
luyn i ng nhn vin lm
hi lng khch hng
- m bo cht lng v
sinh an ton thc phm
e da (T) Xy dng chin lc S-T Xy dng chin lc W-T
- Hin ti c rt nhiu i - Tip thu nhng im mnh - Thm nhp th trng bng
th cnh tranh. v trnh nhng hn ch ca chin lc qung co nh
- Sn phm ca i th a i th. khuyn mi, tng qu.
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dng, cht lng tt, phong - Tip tc to phong cch - Ly kin ca khch hng
cch phc v chu o. ring, thu ht khch hng, v sn phm cng nh cch
- i th cnh tranh c uy lm tha mn nhu cu ca phc v ca nhn vin qun
tn v khch hng quen thuc khch hng, xy dng h hon thin tt hn
- Khch hng i hi ngy thng khch hng quen thuc - Tm ngun cung ng sn
cng cao v cht lng, sn - o to i ng nhn vin phm nhiu hn v c cht
phm, khng gian mi m phc v theo phong cch lng hn.
ring bit, chuyn nghip p
ng s i hi ngy cng cao
ca khch hng.

V.2. Chin lc xm nhp th trng

nh hng

La chn a im kinh doanh

o to ngun nhn lc

Qung co

Xc tin

V.2.1. nh hng
Ngoi phong cch tng t cc qun c ph dng mang theo khc, s khc bit ca
chui c ph chnh l sn phm ca qun: S kt hp hi ha gia c ph Robusta v
Arabica cng vi cng ngh rang xay sch hon ton to nn mt ly c ph m , thun
khit vi hng v rt c trng.

V.2.2. La chn a im kinh doanh

a im kinh doanh l mt chin lc rt quan trng v nh hng ln ti vic thnh
cng ca mt phng n kinh doanh. C mt a im kinh doanh tt l c c 40%
thnh cng.
La chn a im no kinh doanh trong mt thnh ph rng ln vi 24 qun
huyn nh Tp.H Ch Minh l mt bi ton kh. Vi nh hng xy dng mt chui c ph
mang phong cch th cc ca hng, kiot phi t nhng ni no c dn c ng c, tp
trung nhiu hc sinh, sinh vin v nhiu nhn vin vn phng.
T nhng tiu ch trn, chng ti s dng d liu GIS phn tch. Bn di l
bn phn b mt dn s 24 qun huyn. Ta thy cng vo trung tm thnh ph, mt
dn s cng tng. Cc qun nh qun 1, qun 3, qun 5, qun 6, qun 10 u nm trong vng
th c mt t 25,000- 45,000 ngi/km2 c nhiu dn c sinh sng nht thnh ph.

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Phn tch su hn v mt khng gian, chng ti s dng d liu cc im kinh t x

hi bao gm v tr cng ty, trng hc t cp 1 n cao ng, i hc phn tch. Qua bn
, ta thy ti qun 1, qun 3, qun Bnh Thnh l tp trung a s hc sinh, sinh vin v nhn
vin vn phng nht thnh ph, gn trung tm mua bn, siu th, trung tm thng mi.

Qua phn tch mt dn c cc qun huyn v v tr khng gian ca cc im trng

hc, cng ty chng ti quyt nh chui c ph s c t ti cc qun trung tm thnh
ph gm: qun 1, qun 3, qun Bnh Thnh.

V.2.3. Chin lc o to ngun nhn lc

i ng nhn vin ca thi gian ti bao gm: 1 gim c, 1 trng phng kinh doanh,
1 tr l, 2 nhn vin tip th, 1 k ton, 18 nhn vin phc v ca 3 qun, 20 nhn vin phc
v ca 5 kios.
cn c k hach o to i ng nhn vin theo m hnh S.M.A.R.T. Vi nh hng
khng nhng i n mc chuyn mn ha ngy mt cao cho mi nhn vin m cn xy
dng mt tinh thn lm vic vi phng chm "tt c cho khch hng, tt c v khch hng"
trong mi nhn vin y. V thnh qu t c s l mt i ng nhn vin c trch nhim
sn sng phc v nhu cu ca thc khch.
S dng m hnh S.M.A.R.T S:
+ Specific- Gip lc lng bn hng hiu chnh xc cn lm g.

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+ Measurable- Theo di nh gi vic thc hin ca c nhn v i ng bn hng

+ Attainable - Gia tng mc thch ng v thc y.
+ Relevant- Chuyn i mc tiu thnh hnh ng.
+ Timebound - Trnh ko l, phi ng thi hn quy nh
Ngun lao ng ch yu l nhn vin phc v c tuyn t sinh vin cc trng cao
ng, i hc v y l i tng chm ch, d o to.
Chnh sch tuyn dng, hun luyn v o to thng nin, thng xuyn t chc cc
kho o to pha ch sn phm mi, qua m bo nhng kin thc t vn cho ngi tiu
dng, phc v thc khch tt hn.
Hoch nh nhn s
Gim c

K ton Trng phng KD

Tr l

NV tip th NV pha ch
M t cng vic

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CHNG VII: TNG MC U T D N

VII.1. Mc tiu lp tng mc u t
D ton tng chi ph cn u t bao gm: chi ph u t cho mi qun caf, chi ph
u t cho mi kit cafe, lm c s lp k hoch v qun l vn u t, xc nh hiu qu
u t ca d n.

VII.2. Ni dung tng mc u t

VII.2.1. Ni dung
Tng mc u t bao gm: Chi ph t cc thu mt bng, chi ph thit k thi cng
ni tht qun v cc hng mc khc nh: bng hiu, hp n, my mc, thit b pha
ch,cho mi qun caf v kit caf; Chi ph d phng b l trong thi gian u hot
ng. Khi lng u t xy dng trong giai on ny l 3 qun caf v 5 kit caf t ti
cc khu trung tm, siu th, trung tm thng mi,

VII.2.2. Kt qu tng mc u t
Tng mc u t
VT: VN

Hng qu ch u t phi tr vn gc cho s tin i vay l 245,318,500 ng v s tin

ny tr trong 4 qu cn s li vay ch u t s tr km vi li gc da vo d n u k ca
mi qu. Theo d kin th n qu II/2013 ch u t s hon tr n ng hn cho ngn
hng.

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CHNG IX: HIU QU KINH T-TI CHNH

IX.1. Cc gi nh kinh t v c s tnh ton
Cc thng s gi nh trn dng tnh ton hiu qu kinh t ca d n trn c s tnh
ton ca cc d n trin khai, cc vn bn lin quan n gi bn, cc ti liu cung cp t
Ch u t, c th nh sau:
- Thi gian hot ng ca d n l khong 21 qu v i vo hot ng t qu III/2012;
- Vn ch s hu 24%, vn vay 76%;
- Doanh thu ca d n gm bn caf pha sn, caf gi, my pha ch caf,
- Chi ph hot ng bao gm: chi ph qung co, in, nc; chi ph bo tr; chi ph
thu mt bng; lng nhn vin, qu phc li; chi ph vn chuyn; chi ph nguyn liu, gi
vn cafe ng gi, gi vn my bn, chi ph khc,...
- Chi ph khu hao ti sn c nh: p dng phng php khu hao theo ng thng,
thi gian khu hao s c tnh ph thuc vo thi gian d bo thu hi vn. Trong tnh ton
p dng thi gian khu hao theo ph lc nh km.
- Li sut vay i vi ni t tm tnh: 23%/nm; Thi hn tr n 8 qu , tr 1 nm 4 ln
c gc v li; n hn khng tr n gc 4 qu u.
- Thu thu nhp doanh nghip ca d n thu sut p dng l 25%.

Thi gian phn tch hiu qu ti chnh ca d n trong vng i 21 qu k t nm bt

u xy dng v nm thanh l.
Dng tin thu vo bao gm: tng doanh thu hng nm; ngun thu t vn vay c ng.
Dng tin chi ra gm: cc khon chi u t ban u, chi ph hot ng hng nm
(khng bao gm chi ph khu hao), chi tr n vay gm c li vay v vn gc, tin thu np
cho ngn sch Nh Nc.
Vi sut sinh li Ch u t k vng s ln hn li vay m bo kh nng thanh
ton n vay l re = 6.5%/qu
Da vo kt qu ngn lu vo v ngn lu ra, ta tnh c cc ch s ti chnh, v kt
qu cho thy:
Hin gi thu nhp thun ca d n l :NPV = 3,946,931,530 ng >0
Sut sinh li ni b l: IRR = 39%
Thi gian hon vn tnh l 6 qu (bao gm c qu u t)
Qua qu trnh hoch nh, phn tch v tnh ton cc ch s ti chnh trn cho thy d
n mang li li nhun cao cho ch u t, sut sinh li ni b cng cao hn s k vng ca
nh u t, v kh nng thu hi vn nhanh.

IX.5. nh gi hiu qu v trin vng u t ca d n

p ng nhu cu ngy cng cao ca ngi tiu dng v m hnh cafe , d n mang
tnh hiu qu cao v nhiu trin vng trong giai on kinh t si ng hin nay:
- Qua nh gi hiu qu kinh t ca d n, d n mang li li nhun v sut sinh li ni
b cao cho ch u t.
- Ngoi ra, d n cn to c cng n vic lm cho ngi lao ng v ng gp vo
ngn sch ca nh nc bng thu thu nhp, thu GTGT.

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- D n cn mang ngha l bc nghin cu nhu cu th trng thc t, nhm gip

ch u t nm bt v tch ly kinh nghim pht trin d n mang tm su rng hn trong
giai on tip theo.

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CHNG X: KT LUN V KIN NGH

X.1. Kt lun
Bo co thuyt minh d n xy dng chui c ph l c s ch u t trin khai
cc ngun lc pht trin.
Phn tch cho thy d n khng ch tim nng v kinh t, v th trng nguyn liu
u vo cho sn phm m d n cn rt kh thi qua cc thng s ti chnh. iu ny cho thy
d n mang li li nhun cao cho nh u t, to nim tin ln khi kh nng thanh ton n
vay cao v thu hi vn u t nhanh.
Thm vo , d n cn ng gp rt ln cho ngn sch Nh Nc v gii quyt mt
lng ln lc lng lao ng.
Vy d n thc hin s mang li nhiu yu t thun li nh sau:
- Mang li li ch kinh t cho ch u t.
- p ng nhu cu s dng c ph sch, nguyn cht
- Ph hp vi nh hng pht trin kinh t, ch trng ku gi u t ca nh nc
- Xt v mt kinh t, cc ch tiu kinh t cho thy d n thc hin s mang li nhiu
hiu qu.

X.2. Kin ngh

Vic ra i ca d n rt ph hp vi tnh hnh chung ca x hi, c bit l ph hp
vi nhp sng th ca thnh ph. Hn th na d n i vo hot ng s gii quyt c
cng n vic lm, to thu nhp cho nhiu ngi. iu cho thy d n rt kh thi v nhiu
mt.
ngh cc c quan chc nng to iu kin gip ch u t d n sm trin
khai v a vo hot ng!

Tp.H Ch Minh, ngy thng nm 2011

CH U T

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