BÀI HOÀN CHỈNH - NHÓM GRUPO BIMBO.pdf

Bi tp nhm Qun tr chin lc

I HC NNG TRNG I HC KINH T

BI TP NHM QUN TR CHIN LC

GVHD : TS. Nguyn Thanh Lim Danh sch nhm : Bi Nguyn Trc Ny 35K01.1

Nguyn Quc Trng 35K16.2 Trn Phm H My 35K12.2 Tng N Kiu Nhi 35K12.2

GVHD: TS. Nguyn Thanh Lim

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PHN I: GRUPO BIMBO - LCH S HNH THNH

V QU TRNH PHT TRIN

A. GII THIU CHUNG

I. Khi qut chung

Grupo Bimbo c thnh lp nm 1945, l ng trm bnh ko th trng Mexico v l nh sn xut bnh ln th nht trn th gii.Cng ty c 155 nh my v hn 1.000 trung tm phn phi chin lc t ti 19 quc gia.

Thng qua cc cng ty con chnh yu ca mnh, cng ty sn xut, phn phi v bn trn th trng hn 7.000 sn phm vi cc chng loi bnh m ct lt, bnh ngt, bnh cookies, bnh ng cc, scla, snack ngt v mn, bnh bp ng ng gi v thc phm ng gi sn... Ngoi ra, cng ty c hn 150 thng hiu c uy tn, bao gm: Bimbo, Marinela, Tia Rosa Lara, El Globo, Barcel, Ricolino, Oroweat, Arnold, Mrs Bairds , Thomas', Brownberry, Pullman, Monarca v nhiu thng hiu khc.

Tn cng ty GRUPO BIMBO

Ngy thnh lp 2/12/1945

Tr s Th Mexico

Ch tch HQT Don Roberto Servitje Sendra

Gim c iu hnh Daniel ServitjeMontull

Lnh vc kinh doanh Ch bin thc phm

Chng loi sn phm Bnh m ng gi, bnh ngt nng, bnh nng xp, bnh sa , ko mt, snack mn, bnh m, bnh m ng gin

S lng nhn vin (2011) +128.000

K hiu chng khon BMV: BIMBO


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Gi tr vn ha th trng(2011)

133.9t Ps.

Doanh thu (2011) 133.7 t Ps.

Website www.grupobimbo.com

II. Th trng

Cng ty c mng li phn phi ln nht th gii vi hn 50.000 tuyn ng ,2.100.000 im bn 19 quc gia trn ton th gii bao gm: Mexico, Brasil, Guatemala, El Salvador, Costa Rica, Colombia, Venezuela, Peru, Chile, Argentina,

Uruguay, Honduras, Nicaragua, Panama, Paraguay, Hoa K, Trung Quc, Ty Ban Nha v B o Nha, thuc 4 khu vc: Bc M, Nam M, Chu v Chu u.

Vi phm vi hot ng rng ln v pht trin vi xu hng ton cu, cng ty s dng hn

127.000 nhn vin, hot ng ti cc khu vc v mi trng vn ha khc nhau gip cng ty tip tc dn u th trng.

Cc th trng ln bao gm:


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Th trng S nh my (2011) Doanh thu thun(2011)

(triu peso)

Mexico 42 64,368

Hoa K 75 53,810

Chu M Latin 30 18,568

B. LCH S HNH THNH V QU TRNH PHT TRIN

Lch s hnh thnh v qu trnh pht trin ca Grupo Bimbo tri qua 67 nm vi nhng chuyn bin su sc v nh hng n s chuyn i trong cu trc v chin lc kinh doanh ca cng ty Grupo Bimbo. Sau y im li 7 s kin c xem l bc ngoc trong qu trnh pht trin ca Grupo Bimbo:

1943: tng thnh lp cng ty bnh m c ra i.

Cha ca Don Lorenzol mt ngi nhp c t Catalua, Ty Ban Nha. ng l ch ca tim bnh m mang tn El Molino t nm 1928. tui mi su, Don Lorenzo c cha cho lm vic tim bnh ny trong thi gian rnh.

Lc hc k ton ti i hc T Tr Quc gia Mexico (UNAM), cha ca Don Lorenzo t ngt qua i v k t ng ng ra qun l tim bnh El Molino t nm 1937 cho n nm 1945. Nm 1943, Don Lorenzo ny ra tng thnh lp cng ty bnh m.

1945: Panificacin Bimbo- tin thn ca Grupo Bimbo c thnh lp n nm 1945, sau mt thi gian p , Don Lorenzo Servitje cng vi Jaime

Jorba, Jaime Sendra, Alfonso Velasco v Jos T. Mata thnh lp Panificacin Bimbo. Panificacon Bimbo chnh thc bt u s nghip kinh doanh thc phm vo ngy 2/12/1945 ti Santa Mara Insurgentes, thnh ph Mexico vi cng vic sn xut bnh m . C s vt cht lc by gi bao gm mt khu vc vn phng, 1 sn, nh kho, v 1 phng sn xut. Cng ty c 10 xe ti phn phi cc sn phm ca mnh cho cc tim bnh, ca hng bnh m, ca hng tp ha v ca hng tin li nh trong thnh ph

T nhng ngy u thnh lp y kh khn v th thch, cng ty c s mnh l: To ra mt th bnh m tht s tuyt vi, giu dinh dng v gy s hng th


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vi mc tiu chin lc l cung cp lng thc, lm hi lng khch hng v qua ginh ly th trng Mexico y tim nng ny.

1970: Bimbo m rng sang th trng thc n nh (snack) v ko Nm 1970 Bimbo tip tc chen chn vo th trng mi m lc by gi l th

trng thc n nh (snack) v ko. lm c iu , Bimbo cho ra i thng hiu Ti Rosa ng thi chiu m c 2 tn tui ln ca ngnh snack v ko l Bacel v Dulces y Chocolates Ricolino.

C th thy rng, chin lc a dng ha sn phm t cc sn phm truyn thng m rng sang cc sn phm hin i gip Bimbo m rng tm nh hng ca mnh ln th trng ni a. Bimbo khng ngng thay i ph hp vi tnh hnh mi. Cho d bng cch cho ra i cc thng hiu ca chnh mnh hay l mua li cc cng ty khc th bc u mang li thnh cng. S kin ny to mt nn tng vng chc Bimbo c mt rng khp trn th trng ni a, pht trin khng ngng v nhanh chng tr thnh ng trm bnh ko trn th trng Mexico.

1979: Don Roberto Servitje c b nhim lm Tng gim c Grupo Bimbo.

V mt nhn s, ch ca Grupo Bimbo tri qua 3 i tr v ca 3 v CEO. Don Lozenro v sng lp ra triu i Bimbo v cng l CEO u tin ca cng ty. Don Roberto Servitje tip qun cng ty vo nm 1979 v n nm 1994, ng tr thnh ch tch hi ng qun tr kim CEO.

Trong thi gian lm vic ti cng ty, ng nhn ra rng th trng chin lc m Bimbo hng ti khng n gin l ch bao bc trong t nc Mexico m l mt u trng mi nhiu th thch v c hi hn. u trng m khng ch c i th truyn kp ca h th trng Mexico l Wonder m cn c hng lot cc i th cnh tranh khc ang ch h pha trc- l th trng ton cu.

T , ng m mm v hin thc ha chin lc thm nhp vo th trng nc ngoi trong thi k ng nhim. Sau 1 nm nhm chc, ng bt u tin hnh mua bn 15% c phn ti S Giao dch chng khon Mexico (BMV). Vi s h tr v ti chnh ny, Bimbo ln lt thc hin chin lc thm nhp, m rng th trng. Ban u, cng ty tin hnh xut khu sn phm sang th trng Hoa K ri ln lt xy dng cc t chc con ca Bimbo ti cc khu vc nh Bimbo Argentina v khu vc M Latin (1991), Bimbo Trung M (1989) thng qua cc chnh sch mua li hoc xy dng mi cc nh my v vn phng i din. Don Roberto Servitje m mm v hnh thnh chin lc kinh doanh ton

cu vng chc v c tnh ton, t m ra mt bc pht trin vt bc cho cng ty sau ny.


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1997: Daniel Servitjec b nhim lm Gim c iu hnh Daniel Servitje l chu rut ca ng Don Roberto Servitje v l con ca ngi

sng lp ra Bimbo l Daniel Servitje. ng l v CEO th 3 ca cng ty t nm 1997 cho ti by gi.

Daniel Servitje sinh ngy 1/4/1959 ti thnh ph Mexico, ng tt nghip khoa qun tr kinh doanh ti trng Universidad Iberoamericana v l thc s qun tr kinh doanh ti trng i hc Stanford. Cu chm ngn m ng tm c nht l i mt vi s tht v bn thn s tht mi l s tht, ch khng phi l iu bn mun

K t khi ng nhm chc, vi mc ch ct li l Constantly grow its volume and market share for its brand and to be readily available for its consumer and customer, tc l Pht trin lin tc khi lng v th phn thng hiu ca mnh v lun sn sng p ng cho ngi tiu dng v khch hng, ng thc hin hng lot cc v mua li cc cng ty danh ting trn th trng mt cch c chin lc. T nm 1998-2011, ng b sung 17 thng hiu ln vo danh sch cc thng hiu nm gi ca cng ty, nng tng s thng hiu ca cng ty l 153 thng hiu (2011).

in hnh c th k n s kin mua li cng ty bnh ca M Mrs. Bairds nm 1998, v mt cng ty bnh Canada hot ng ti pha Ty nc M George Weston Ltd nm 2002. S kin ny nh du vic gia nhp vo th trng ln nht by gi l Hoa K vi vic thnh lp t chc Bimbo Bakeries USA (BBU) ca cng ty.

Daniel Servitje m ra mt giai on mi ca cng ty khi hin thc ha chin lc kinh doanh ton cu ca Don Roberto Servitje.

Nm 2011: Cng ty mua li thnh cng 3 thng hiu danh ting l: Sara Lee Bakery, Fargo v Bimbo Iberia.

Nm 2010, Grupo Bimbo chnh thc tr thnh cng ty bnh ln nht th gii sau khi thc hin 3 v mua li chin lc, cho php cng ty tng trng v khi lng v th phn, nhng vn duy tr mt v tr ti chnh lnh mnh. l thng v mua li Sara Lee Bakery Bc M, Fargo Argentina v Bimbo Iberia Ty Ban Nha v B o Nha.

C c Sara Lee Bc M, mt cng ty chuyn su vo lnh vc kinh doanh bnh ti, gip cng ty cng c v tr trong nn tng sn xut v phn phi quy m quc gia, a cng ty tr thnh mt trong nhng cng ty hng u ti M.

chu u, cng ty mua li Sara Lee Ty Ban Nha v B o Nha, gip cng ty tr thnh cc nh lnh o ngnh cng nghip bnh bn o Iberia v cho php cng ty thng nht thng hiu Bimbo trn c hai b i Ty Dng.

Ti Argentina, cng ty mua li ca Fargo, nh sn xut v phn phi cc sn phm bnh nng v bnh m ln nht ti nc ny, do cng c chin lc pht trin ca cng ty chu M Latinh.


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Grupo Bimbo chnh thc tr thnh cng ty bnh ln nht v quan trng nht th gii. K t y, mt s mnh mi ra i nh hng cho giai on pht trin k tip ca cng ty: Vo nm 2015, chng ti l cng ty sn xut bnh tt nht trn th gii v mt nh dn o trong ngnh cng nghip thc phm, ni m con ngi lun to ra s khc bit mi ngy. Kt lun:

Truyn thng Trong sut 67 nm hot ng trong ngnh thc phm, Grupo Bimbo to cho

mnh mt nt c trng mang tnh cht truyn thng: Thc hin cc thng v mua li Bao gm: mua li thng hiu, mua li nh my v mua li h thng phn phi

ca cng ty khc. Truyn thng mua li ny c m u bng vic mua li quyn thng hiu Sunbeam Bakers ca M Mexico.

t nng sut cao v nh hng vo con ngi y l truyn thng th hai ca Grupo Bimbo c nh hng v hin din

trong hu ht cc hot ng ca cng ty ngay t khi mi thnh lp. t nng sut cao v nh hng vo con ngi cng l kim ch nan hot ng ca cng ty hng n vin cnh di hn: Nui dng, lm hi lng v phc v th gii ca chng ta.

Nng lc, k nng, kinh nghim Bn cnh thnh cng trong vic chim lnh nhng th trng quc t, Bimbo tip

tc vit ln nhng thnh cng trong cng tc R&D khi m cc sn phm cu Bimbo lun c cc t chc kim nh nh gi rt cao.

Nm 2000 Bimbo khng ch duy tr cc sn phm tiu chun ISO 9000, HACCP m cn l cng ty u tin trong khu vc M Latinh chnh thc c cng nhn tiu chun cht lng ISO 9002. Chnh thc t ny ni ln phn no v ng cp cht lng quc tm Bimbo dy cng xy dng.

Ngoi ra, c th d dng nhn ra mt nng lc ca Bimbo l kh nng thch ng nhanh chng vi cc mi trng a phng, h nhanh chng tm ra th trng mi v ri sm tr thnh mt trong nhng nh lnh o th trng. Bn cnh , khng th ph nhn ng gp ca k nng v kinh nghim thng lng trong cc thng v mua li cng nh qun l mt cch khoa hc v h thng cc thng hiu mua li.

Ch tch Hi ng qun tr Don Roberto Servitje pht biu: I want to recognize everyone who made the se acquisitions possible, because

their completion required many hours of work, numerous trips and countless negotiations. I am particularly grateful to the Investment Committee, the Legal and Finance Departments, and the directors of BBU, particularly its President, Gary Prince,


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and of course, our CEO Daniel Servitje, who has been the prime mover of this significant expansion.

Ti mun ghi nhn nhng ng gp ca mi ngi trong vic lm cho cc thng v mua li tr nn kh thi, bi v h phi dnh nhiu thi gian, nhiu chuyn cng tc v v s bui thng lng. Ti c bit cm n Ban u T, Ban Php Lut v Ti Chnh, gim c ca BBU, c bit v ch tch BBU Gary Prince, v d nhin v CEO ca chng to Daniel Servitje, nhng con ngi l ng lc nng ct cho s m rng quy m kinh doanh ng k.

Tm li, nhng k nng, nng lc v kinh nghim m Grupo Bimbo c c l:

Nng lc sn xut c nh gi l ng cp cht lng quc t. Nng lc thch nghi vi s thay i ca mi trng a phng. K nng v kinh nghim thng lng trong cc thng v mua li v

qun l mt cch khoa hc v h thng cc thng hiu mua li.


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PHN II: S MNH &VIN CNH

A. S MNH I. Nguyn bn 1. Tm tt

Our mission: Produce and market food products, develop the value of our brands. Committing ourselves to be a Company: Highly productive and people oriented. Innovative, competitive and strongly focused towards satisfying our customers and consumers. International leader in the bakery industry, with long-term vision.

2. Bn y Our mission:Produce and market food products, develop the value of our

brands. Committing ourselves to be a Company: Highly productive and people oriented. Innovative, competitive and strongly focused towards satisfying our customers and consumers. International leader in the bakery industry, with long-term vision.

Values: Passion: We deliver in all we do. Team: We cooperate, we join forces, we multiply achievements. Trust: We grow every relationship with integrity. Quality: We offer everyday products and superior services. Effectiveness: Execute with precision and excellence. Profitability: We get results for further growth and undertaking. Person: We always see others as human beings, never as a means.

Commitments: With our consumers

To guarantee high quality and variety of healthy food products through the continuous improvement of our brands.

With our customers To provide exemplary service and support them in their growth and

development; to harvest the value of our brands. With our shareholdersand partners

To provide a constant and reasonable level of profitability.

With our associates To guarantee that their individuality and dignity will be respected and that we

will provide an environment favorable to their wellbeing and development. With our suppliers

To maintain cordial relationships and foster their development.


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With our competitors To compete in the market in a vigorous goal based on fair marketing practices.

With the community To promote the strengthening of universal ethical values. To support the

economic and social development of those communities in which we have operations. With our business

To make efficient use of the available resources, respect the laws of each country; to always grow, which allows to accomplish our Companys vocation and mission.

II. Dch

1. Tm tt

Sn xut v bn cc sn phm thc phm trn th trng, pht trin gi tr thng hiu ca chng ti. T cam kt l mt cng ty: nng sut cao v nh hng vo con ngi. Sng to, cnh tranh v tp trung hng mt cch mnh m n s tha mn ca khch hng v ngi tiu dng. Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn.

2. Bn y

Sn xut v bn cc sn phm thc phm trn th trng, pht trin gi tr thng hiu ca chng ti. T cam kt l mt cng ty: nng sut cao v nh hng vo con ngi. Sng to, cnh tranh v tp trung hng mt cch mnh m n s tha mn ca khch hng v ngi tiu dng. Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn.

Cc gi tr Nim am m: Chng ti cung cp tt c nhng g chng ti lm. Lm vic cng nhau: Chng ti hp tc, chng ti tham gia lc lng lao ng,

chng ti gia tng thnh tu. S tin cy: Chng ti pht trin tt c cc mi quan h vi s chnh trc. Cht lng: Chng ti cung cp sn phm v dch v tt mi ngy. S hiu qu: Thc hin vi chnh xc cao v xut sc nht. Li nhun: Chng ti t c kt qu t s tng trng v cam kt hn na. Con ngi: Chng ti lun lun thy nhng ngi khc l con ngi, khng bao

gi l mt phng tin.

Cam kt Vi ngi tiu dng ca chng ti


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m bo sn phm cht lng cao v a dng ca cc sn phm thc phm c li cho sc khe thng qua vic ci tin lin tc cc thng hiu.

Vi nhng khch hng ca chng ti Cung cp dch v mu mc v h tr khch hng trong s tng trng v pht

trin ca h, thu hoch gi tr ca thng hiu. Vi cc c ng v cc i tc ca chng ti

cung cp mt mc li nhun lin tc v hp l. Vi cc cng s ca chng ti

m bo rng c tnh v phm cht ca h s c tn trng v chng ti s cung cp mt mi trng thun li cho s thnh vng v pht trin ca h.

Vi cc nh cung cp ca chng ti Duy tr mi quan h thn thit v thc y s pht trin ca chng.

Vi i th cnh tranh ca chng ti Cnh tranh trn th trng vi mt mc tiu mnh m da trn thc t th trng

cng bng. Vi cng ng

thc y vic tng cng cc gi tr o c chung. h tr cho s pht trin kinh t v x hi ca nhng cng ng ni m chng ti ang hot ng.

Vi cng ty S dng hiu qu cc ngun lc sn c, tn trng lut php ca mi nc, lun

lun pht trin, cho php thc hin ngh nghip v s mnh ca cng ty. III. Phn tch cc ni dung 1. Sn phm, lnh vc kinh doanh

Produce and market food products, develop the value of our brands. Sn xut v bn cc sn phm thc phm trn th trng. International leader in the bakery industry, with long-term vision. Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn. Grupo Bimbo tuyn b r rng sn phm m cng ty sn xut v phn phi l cc sn phm thc phm (food products) trong sn phm chnh ca cng ty l cc sn phm bnh (bakery industry). Cng ty ang hot ng trong lnh vc thc phm.

Grupo Bimbo c mt d tnh ng n v khu vc tm kim c hi kinh doanh ca mnh. Vi mt nh ngha nh vy, Grupo Bimbo hon ton ch ng trong vic n bt cc c hi kinh doanh sau ny dch chuyn cng ty vo cc ngnh thc phm c lin quan.

2. Tham vng International leader in the bakery industry, with long-term vision. Nh dn o trong ngnh bnh m quc t, vi vin cnh di hn.


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3. Gi tr cam kt v nguyn tc x s vi cc bn hu quan Theo ui s mnh ca mnh, Grupo Bimbo lun c gng thc hin n mt cch

tt nht, nhng gi tr m Grupo Bimbo c gng xy dng nhm iu khin hnh vi trong phm vi cng ty. Nhng gi tr ny c xem nh nn tng vn ha ca Bimbo. Tt c cc gii hu quan t ni b n khch hng, nh cung cp u c cng ty quan tm v chia s, nh tn dng c ngun lc qu gi t mi thnh phn trong t chc v bn ngoi.Bn cnh y l mt tham vng m Bimbo t ra nhm thch thc t chc. ht sc n gin v ngha. Qua thc p ci thin cch thc tin hnh kinh doanh, thay i v vt qua thch thc. i vi khch hng. Gi tr Cam kt

Nim am m: Chng ti cung cp tt c nhng g chng ti lm.

Vi ngi tiu dng ca chng ti m bo sn phm cht lng cao v a dng ca cc sn phm thc phm c li cho sc khe thng qua vic ci tin lin tc cc thng hiu.

Vi nhng khch hng ca chng ti Cung cp dch v mu mc v h tr khch hng trong s tng trng v pht trin ca h, thu hoch gi tr ca thng hiu.

Cht lng: Chng ti cung cp sn phm v dch v tt mi ngy.

Cng nh nhng cng ty kinh doanh khc, Grupo Bimbo lun coi trng v phc v khch hng ca mnh mt cch chu o, vi tt c nim am m. Cng ty lun hng n vic cung cp sn phm v dch v vi cht lng cao nht v m bo s sn c ca sn phm khi khch hng cn bt k u, bt k lc no v bt k bng cch no i na.

i vi nhn vin.

Gi tr Cam kt

Con ngi: Chng ti lun lun thy nhng ngi khc l con ngi, khng bao gi l mt phng tin.

Vi cc cng s ca chng ti m bo rng c tnh v phm cht ca h s c tn trng v chng ti s cung cp mt mi trng thun li cho s thnh vng v pht trin ca h.


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Tinh thn ng i: Chng ti hp tc, chng ti tham gia lc lng lao ng, chng ti gia tng thnh tu

Grupo Bimbo lun coi tt c nhn vin l ti sn qu nht ca cng ty. Dch v c lm nn bi con ngi, v vy cc nhn vin lun c Grupo Bimbo quan tm, chm sc.

Grupo Bimbo khuyn khch cc nhn vin gn kt vi nhau cng n lc v phn u khng ngng trong vic phc v khch hng, gp phn nng cao cht lng dch v, uy tn v thng hiu ca Grupo Bimbo.

i vi cng ng.

To promote the strengthening of universal ethical values. To support the economic and social development of those communities in which we have operations.

thc y vic tng cng cc gi tr o c chung. h tr cho s pht trin kinh t v x hi ca nhng cng ng ni m chng ti ang hot ng.

i vi i tc. Gi tr Cam kt

LNG TIN: Chng ti pht trin tt c cc mi quan h vi s chnh trc

Vi cc cc i tc ca chng ti cung cp mt mc li nhun lin tc v hp l

HIU QU: Thc hin vi chnh xc cao v xut sc nht

Cc i tc l cc nh cung cp chnh th Grupo Bimbo lun lun duy tr s thn mt v chnh trc, thc y pht trin v tm cch xy dng cc mi quan h kinh doanh lu di bng chnh s hiu qu trong hot ng: chun xc v xut sc. y chnh l iu khin i tc c th tin cy cng ty v lm n vi nhau lu di.


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i vi c ng.

Gi tr Cam kt

LI NHUN: Chng ti t c kt qu t s tng trng v cam kt hn na

Vi cc cc c ng ca chng ti cung cp mt mc li nhun lin tc v hp l

Gi tr m Grupo Bimbo mang n cho cc c ng ca mnh chnh l vic to ra li nhun hp l, u n v cam kt gi tr lu di. iu ny gp phn ln Grupo Bimbo c th gi chn c cc c ng hin c v thu ht thm nhiu nh u t t bn ngoi. Kt lun: T s mnh c th nhn thy cc cam kt m ca GrupoBimbo a ra p ng kh y mong mun ca cc gii hu quan.Tuy nhin, cn c vo m hnh cng ty cng nh mong mun ca cc gii hu quan, GrupoBimbo tp trung vo cc gii hu quan c sp xp theo th t quan trng nh sau:

(1) Ngi tiu dng, khch hng. (2) Nhn vin. (3) Cc i tc. (4) C ng. (5) Cng ng.

B. VIN CNH I. Nguyn bn

To Nourish, delight and serve our world. In our 2015 Vision we are:

We are a company with trustworthy leading brands for our consumers. Our customers preferred supplier. A forward looking and innovative company. A financially strong and sound company. An extraordinary place to work.

In 2015 we are the best baking company in the world and a leader in the food industry, where people make the difference every day. We strive to be a highly productive and deeply humane company.

II. Dch Nui dng, lm hi lng v phc v th gii ca chng ta. Vin cnh nm 2015 ca chng ti l:


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Chng ti l mt cng ty vi cc thng hiu hng u ng tin cy i vi ngi tiu dng ca chng ti.

Nh cung cp a thch ca khch hng. Mt cng ty tin tin v i mi. Mt cng ty mnh m v vng vng v ti chnh Mt ni c bit lm vic.

Vo nm 2015, chng ti l cng ty sn xut bnh tt nht trn th gii v mt nh dn o trong ngnh cng nghip thc phm, ni m con ngi lun to ra s khc bit mi ngy.

Chng ti phn u tr thnh mt cng ty c nng sut cao v c tnh nhn vn su sc. III. Phn tch cc ni dung

1. T tng ct li a) Gi tr ct li

Grupo Bimbo lun lun cao 2 gi tr ct li ca cng ty l:

Nng sut cao (A highly productive)

t nng sut cao c nh gi nh mt phm tr nh hng mi hnh ng mi cp v mi v tr ton cng ty v khp th gii, nhm gip cho cng ty pht trin vng chc vi ngun lc hin c, thch nghi v chng chi vi s thay i tt yu ca mi trng.

Cng ty c tnh nhn vn su sc(Deeply humane company)

Our company is its people, and only by ensuring that its people grow can Grupo BIMBO grow. We want to be a company in which all workers dignity is respected; where they feel encouraged to grow and develop; where they can contribute, improve and innovate in a climate of respect, trust, friendship and freedom.

"Cng ty chng ti c to nn t nhng con ngi, v ch bng cch m bo rng con ngi c pht trin th Grupo Bimbo mi c th pht trin. Chng ti mun l mt cng ty m phm cht ca tt c nhn vin c tn trng, ni m h cm thy c khuyn khch pht trin, ni h c th ng gp, trau di v i mi trong mt mi trng ca s tn trng, thn thin, s tin tng v t do ".


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Sut 67 nm tn ti v pht trin, nhng gi tr ny lun c Grupo Bimbo duy tr v gi vng, n tr thnh mt nn tng vng chc gip Grupo Bimbo vt qua mi kh khn th thch.

b) Mc ch ct li

To Nourish, delight and serve our world Nui dng, lm hi lng v phc v th gii ca chng ta

Trong mt bi pht biu, ng Daniel Servitje Montull ni v mc ch ct li ca cng ty mnh nh sau:

In compliance with our objective to nourish, delight and serve our world, our commitment lies on adding value to the product offered to our consumers in all markets we serve, on supporting the development of our brands through innovation and investing in productivity, quality and excellence.

p ng mc tiu ca chng ti l nui dng, lm hi lng v phc v th gii ca chng ti, cam kt ca chng ti l gia tng gi tr vo sn phm cung cp cho ngi tiu dng trn tt c cc th trng m chng ti phc v bng cch h tr s pht trin ca thng hiu thng qua i mi v u t vo nng sut, cht lng v s u t.

2. Hnh dung tng lai

a) Mc tiu thch thc (BHAG)

Chng ti l cng ty sn xut bnh tt nht trn th gii v mt nh dn o trong ngnh cng nghip thc phm, ni m con ngi lun to ra s khc bit mi ngy.

Mc d BIMBO hin l cng ty ln nht th gii v sn xut bnh, tuy nhin mc tiu tr thnh cng ty sn xut bnh tt nht th gii v l nh dn o trong ngnh cng nghip thc phm thc s l tham vng ln ca Bimbo. Bakery- l mt ngnh kinh doanh mang tnh cht a phng. S tt nht theo quan nim ca khch hng s thay i theo tng quc gia. Chnh v vy, ch khi cng ty qun l v trao quyn cho cc cng ty con mt cch hiu qu th iu ny mi c kh nng thc hin c. ng Daniel Servitje ni:


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To become that, we need to change a lot of things within our company. Thats a huge challenge. I dont know whether we will complete that vision within three years, but if not we will be working on it beyond 2015.

Dch: " tr thnh c iu , chng ti cn phi thay i rt nhiu th trong cng

ty ca chng ti. l mt thch thc rt ln. Ti khng bit chng ti c hon thnh tm nhn trong vng ba nm hay khng, nhng nu khng, chng ti vn s lm vic t c n t sau nm 2015.

b) M t sng ng

In our 2015 Vision we are: We are a company with trustworthy leading brands for our consumers. Our customers preferred supplier. A forward looking and innovative company. A financially strong and sound company. An extraordinary place to work.

Vin cnh nm 2015 ca chng ti l: Chng ti l mt cng ty vi cc thng hiu hng u ng tin cy i vi ngi tiu dng ca chng ti. Nh cung cp a thch ca khch hng. Mt cng ty tin tin v i mi. Mt cng ty mnh m v vng vng v ti chnh Mt ni c bit lm vic. Nhng iu trn y c Daniel Servitje pht biu trong bi trnh by ca

mnh vi cc bn hu quan ca cng ty. Th hin mt ci nhn ti sng ca cng ty v tng lai khi thc hin tt vin cnh ca mnh. ng cng gii thch r rng:

Our vision of excellence will be achieved through commitment, dedication to serving our consumers and customers better than anyone else, openly sharing and learning from our experiences and failures, and holding our Company to the highest standards and key performance indicators in the industry. How will be we get there? By executing the five pillars of our vision: A Company with trustworthy, leading brands for our Consumers. Our Customers preferred supplier. A strong and sound Company for our Stakeholders. A forward looking Company. An extraordinary place to work.


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S xut sc trong tm nhn ca chng ti s t c thng qua s cng hin, cam kt phc v ngi tiu dng v khch hng ca chng ti tt hn so vi bt c ai khc, cng khai chia s v hc hi t nhng kinh nghim v tht bi ca chng ti, v t chc Cng ty ca chng ti hng n cc tiu chun cao nht v cc ch s hot ng quan trng trong ngnh. Lm th no chng ta n c ? Bng cch thc hin nm tr ct ca tm nhn:

Chng ti l mt cng ty vi cc thng hiu hng u ng tin cy i vi ngi tiu dng ca chng ti. Nh cung cp a thch ca khch hng. Mt cng ty tin tin v i mi. Mt cng ty mnh m v vng vng v ti chnh Mt ni c bit lm vic.


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PHN III: PHN TCH MI TRNG BN NGOI Cng ty Grupo Bimbo c 67 nm thnh lp v pht trin cng nh hot ng

rng khp ti nhiu quc gia trn th gii vi 2 ngnh: bakery industry (bnh) v confectionary industry (ko mt), trong cng ty nh hng chnh vo ngnh bnh. V vy, phc v tt cho vic nghin cu chin lc ca cng ty , chng ti gii hn mi trng nghin cu nh sau:

- Thi gian: 2000-2010. - Khng gian: Mexico. - Lnh vc nghin cu: thc phm. - Ngnh: bnh.

A. MI TRNG TON CU I. Dn s ton cu tng nhanh v gi nguyn vt liu tng cao

Cc chuyn gia Lin hp quc v T chc Hp tc kinh t v pht trin (OECD) nhn mnh vic dn s ton cu tng nhanh v c d bo tng thm 2 t ngi na vo nm 2050 thc s tr thnh mt thch thc ton cu ln nht i vi nhn loi v hnh tinh. Mt bo co tung ra ca Lin hip quc cho bit nm 2030 th gii s cn thm t nht 50% lng thc phm.

Vn ny s to ra c c hi ln e da cho ngnh thc phm. u tin s l c

hi gia tng cu cho cc sn phm thuc ngnh cng nghip ny. Khi dn s tng, nhu cu chung s tng, cc cng ty trong ngnh s m rng sn xut p ng cho khch hng. iu ny khng nhng to c hi tng doanh thu cho cc cng ty thc phm m


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cn gip t c tnh kinh t v quy m v c kh nng dch chuyn xung di ng cong kinh nghim, gip cc cng ty gia tng li nhun ca mnh.

Tuy nhin, vn tng dn s qu nhanh c th gy ra cuc khng hong lng thc nh nm 2008, y gi lng thc ln cao, c bit l cc nguyn liu cho ngnh thc phm ni chung, ngnh bnh ni ring nh bt m, sa...

Gi bp, bt m v u nnh th gii qua cc nm

Ch s gi lng thc ca FAO tng t 139-219 gia thng 2 nm 2007 v thng 2 nm 2008, tng ln cao nht l i vi ng cc (ch s 152-281) v cc sn phm t sa (ch s 176-278) .

Nhng gia tng ng k nht l:

Gi th trng quc t ca la m gn nh tng gp i t thng 2 nm 2007 v thng 2 nm 2008 v t mc k lc hn 10 $ cho mi bushel M.

Gi go t n mc cao nht trong mi nm qua. u tng t gi cao nht trong 34 nm trong thng 12/ 2007. Gi ng tng ng k.

Theo Jacques Diouf , Tng gim c ca FAO, cc ha n nhp khu ng cc ca cc nc tng 56% trong nm 2008 sau khi tng 37% trong nm 2007 .

FAO, c quan chuyn mn ca Lin Hip Quc, cng b mt nghin cu rng gi ng cc chu u tng 53% trong thng 7 nm 2008.


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Theo FAO, ch tnh ring trong nm 2010, gi bt m v ng u tng khong 34% so vi nm ngoi, gi sa b cng tng n 32%. Gi nguyn vt liu u vo tng cao gy nh hng n li nhun ca cc cng ty trong ngnh.

Gim din tch t nng nghip, kh hu khc nghit, gi du tng cng nh vic

tng cng s dng vt t nng nghip lm nhin liu sinh hc cc nc pht trin l nguyn nhn c bn gy tng gi nguyn vt liu u vo trong ngnh.

e da: Cc cng ty hot ng trong ngnh thc phm ni chung v ngnh bnh ni ring phi chu p lc v chi ph nguyn vt liu u vo, cn nhc gia hiu qu v chi ph ng thi phi m bo ngun cung nguyn vt liu khi cn dng cho nhu cu sn xut.

II. Dn s th gii ang phi i mt vi mt s vn sc khe nghim trng lin quan n ch n ung.

Theo thng k nm 2005 ca t chc Y T Th Gii (WHO), ton cu c khong 1,6 t ngi trn 15 tui b d cn (overweight), trong c 400 triu ngi bo ph. T chc Y t th gii khng nh bo ph ang l mt bnh dch ton cu, mt tai ha mi ca nhn loi.

Ti Hoa K, thng k nm 2003-2004 ca Trung Tm Kim Sot V Phng Bnh Tt (CDC) cho bit 66% ngi dn M d cn, trong 33% mc bnh ph. Nm 1980 con s ny l 14.5%, nm 1994 l 23%. Khong 15% tr em tui v thnh nin b bnh bo ph. Mt iu ng ngc nhin l nhm dn thiu s li c t l mc bnh bo ph cao hn. Phi n c khuynh hng mp hn nam gii. Ngoi ra, a s ngi mc bnh bo khng h ngh rng mnh ang c nhiu ri ro gp phi cc chng bnh nguy him hin ti cng nh tng lai.


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Khng ch Hoa K, ngi Chu u cng ang b bo ph. V ngi Anh, mt trong nhng ngi tip nhn nhanh nht xu hng ny ca nc M, ang dn u trong tai ha ny. "Vi mt tc nhanh chng n k l, bnh bo ph bao ph khp nc Anh", mt bn bo co ton din trn s lng ln ca ngh vin Anh ch ra nh vy. Bn bo co cho bit s lng ngi bo ph nc Anh tng t 7% ln 24% ch trong vng 25 nm gn y nht. Chnh li sng vn t vn ng v thi quen n ung kiu M, 2/3 dn s Anh hin nay b bo ph. T l ny tng ng vi nc M, mc d M vn c nhng ngi tht s bo hn ngi Anh rt nhiu.

Thm ha ny thm ch cn c phm vi rng hn, khng ch chu u v th gii cc nc pht trin. Theo nhn nh ca nhm nghin cu Rigby, bo ph tr thnh mt hin tng ton cu, c bn ngi th c mt ngi b bo ph. Ngi b bo ph hin nay cn nhiu hn nhng ngi b cht i trn th gii.

Tng cn v bo ph thc s ang l thch thc ln i vi sc khe cng ng trn th gii. V bo ph cng gy ra nhiu hu qu nghim trng cho sc khe. T l mc bnh tiu ng, tim mch v cc bnh khc lin quan n ch n ung ang gia tng mt cch chng mt.

Sau Hoa K v Anh, Mexico l nc c t l ngi mc bnh bo ph cao th 3 trn th gii v cng l quc gia c t l cao nht mc bnh tiu ng. Cn bnh ny l nguyn nhn chnh gy t vong ti Mexico. S bo ph cng l mt trong nhng nguyn nhn gy cht ngi Anh, cn cao hn c t l cht do thi quen ht thuc. Nu xu hng ny vn tip tc tng, bnh tiu ng v nhng bnh v tim mch s bng n.

Theo d bo ca Lin Hip Quc, t y n nm 2030, mi nm hn 5 triu ngi s cht trc tui 60, do nhng cn bnh c lin h n ch n ung.

C hi:Vi tnh hnh hin ti, ngi tiu dng s ch n ch n ung ca mnh thng qua vic tm kim cc thnh phn thc phm giu dinh dng nhng c li cho sc khe nh omega-3, vitamin, hm lng cht x cao, t cht bo bo ha Th trng cc sn phm thc phm s ngy cng phn khc da trn tc ng n nhn thc ca h v trng lng c th, cht lng v c li cho sc khe. iu ny s to c hi cho cng ty sn xut cc sn phm thc phm chuyn bit cho ngi tiu dng nh sa tch bo, cc thc phm chc nng cho ngi tiu ng, hay cc thc phm b sung omega 3

e da: Trc nn bo ph ton cu v cc cn bnh c lin quan n ch n ung, cc cng ty trong lnh vc thc phm s b nh hng mt cch nghim trng trong hot ng sn xut v kinh doanh do cc ng thi ca cc t chc th gii v chnh ph cc nc nhm hn ch cc sn phm c thnh phn c th gy hi cho sc khe nh cc cht bo qun thc phm, cht ph gia


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Cc ng thi ny buc cc cng ty phi quan tm mt cch nghim tc v cht lng ca cc sn phm thng qua i mi v ci tin nu mun tn ti.

III. Vn v sinh an ton thc phm c th gii c bit coi trng.

Vn an ton thc phm ang ging ln hi chung cnh bo v vic bo v ngi tiu dng khi him ha t vic s dng thc phm khng an ton. Cng ng quc t v chnh ph mi quc gia lun quan tm n vn kim tra, gim st cht ch cc loi thc phm, m bo sc khe cho ngi dn ton cu.

Ti M, trc thc trng ng bo ng l 1/6 dn s b nhim bnh do ng c thc phm mi nm, chnh ph M mi y thng qua Lut Hin i ha An ton V sinh Thc phm, ch trng sit cht an ton t khu sn xut. Lut mi cho php Cc Qun l Thc-Dc phm (FDA) c kim tra bt k c s ch bin thc phm no v ra lnh thu hi nu nghi ng thc phm khng bo m an ton. FDA cng c php buc cc nh sn xut thc phm, nc ung trnh by chi tit cc bin php hn ch nhim khun ca c s mnh trc khi a thc phm ra th trng. C nhng loi thc phm nhp khu cng s c c quan ny kim nh gt gao hn.

Trung Quc bt u tng cng kim sot cht lng thc phm. C quan gim st, kim tra v thm nh cht lng thc phm (AQSIQ) xut d tho lut, yu cu chnh ph nghim ngt hn vi thc phm nhp khu. D lut cng xut AQSIQ c quyn yu cu cung cp cc thng tin lin quan n dch v th y, quy nh v v sinh an ton thc phm ca nc . Cn i vi cc ch phm t sa nh ph mai, b... th AQSIQ cn bit thng tin v nguyn liu sn xut, cng ngh ch bin, thnh phn, cht ph gia... Ngoi ra, d lut cng xut mi thng tin trn bao b thc phm ngoi nhp phi c dch ra ting Trung Quc ngi tiu dng hiu r.

Chnh ph Mexico t vic nhn ra s cn thit tng cng s an ton trong ngnh thc phm xy dng v pht trin Tng cc An ton thc phm v Thc phm, nhm xy dng v p dng cc khung php l v quy nh v cc vn an ton vo thc t i sng v bc u c nhng thnh cng rc r.

Uruguay cng xem vic nng cao kin thc cho cc nhn vin trong dy chuyn sn xut - phn phi - bn l thc phm l ct li.

Paraguay th thc hin chu k khp kn, va kim sot cht ch khu ch bin, va gio dc thc ngi dn, hn ch s dng ha cht trng trt li va lm tt vic thu hi thc phm km cht lng.


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e da: p lc t chnh ph v cc c quan bo v ngi tiu dng buc cc cng ty mun tn ti trong ngnh phi ch trng v sinh an ton ca sn phm bng cch kim sot nghim ngt v qu trnh ch bin v nguyn liu u vo

IV. Xu hng Mua li v sp nhp (M&A) Giai on 1998 2007, trc tnh hnh nn kinh t th gii c nhiu bt n,

khng hong v suy thoi din ra thng xuyn th hot ng M&A c xem nh mt cch thc tt cc cng ty tip tc m rng th trng, gim thiu cc chi ph v ri ro.

Ngun: Works workshop Catching the Butterflies Xu hng M&A tng cao v t nh im vo nm 2000 v cc thng v

M&A trong ngnh thc phm vn khng nm ngoi xu hng ny v d kin s tng mnh trong thi gian tip theo.


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Cc thng v mua li v sp nhp mang n cho cng ty nhng c hi sau:

Kh nng tip cn vi nhng dng sn phm mi, thm nhp nhanh chng vo nhng th trng mi.

Gim bt chi ph v thu hp s lng cc i th cnh tranh. Pht trin th phn, tip cn vi cng ngh, nng lc sn xut tin tin hay

cc nh cung cp mi trn th trng ton cu. Trc mt nn kinh t bp bnh, nhng li ch m M&A mang li cng thc y

cc cng ty trong ngnh tham gia tch cc vo xu hng ny tm kim li nhun cho cng ty mnh mc d cc thng v ny vn khng trnh khi nhng ri ro t nh gi, khung php l hay thiu s am hiu v cng ty mua li

B. MI TRNG V M I. Mi trng nhn khu hc:

Dn s Mexico tng nhanh Theo c tnh vo nm 2008, dn s Mxico khong 105 triu ngi. T nm

1940, dn s Mexico hn gp nm ln. Ngy nay n pht trin bng hn 1/3 dn s M v tip tc gia tng vi t l nhanh hn.

Mxico quc gia ng dn th hai ti Bc M (sau Hoa K). Trong th k 20, mt c im ni bt ca dn s Mxico l mc gia tng dn s rt nhanh. Tuy rng giai on 1998-2007, tc gia tng dn s gim xung cn di 1% nhng dn s Mxico vt qu mc 100 triu ngi v cn tip tc gia tng hn na.


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Tng trng ca Mexico nhng nm gn y mt phn l kt qu ca t l sinh cao hn so vi t l t. Nm 2000, t l sinh c c tnh l 23,15 trn 1.000, gp 4 ln t l t vong l 5,05 trn 1.000. Bn cnh , dn s Mexico tng hn gp i t khi Hip nh thng mi t do Bc M c k kt nm 1994 do hin tng di dn, ch yu l t khu vc pha bc xung.

Kt lun: S bng n ca dn s tt yu dn n nhu cu thc phm ngy cng tng cao. y l c hi cho ngnh thc phm.

II. Mi trng vn ha x hi:

Xu hng s dng cc sn phm c li cho sc khe T nm 2000, xu hng tiu th thc phm ca ngi tiu dng c s thay i

ng k v ang hng vo cc sn phm c li cho sc khe. Nguyn nhn ch yu l do Mexico l mt trong nhng nc c t l ngi mc bnh bo ph v cc bnh lin quan n ch n ung nh tiu ng cao nht th gii.

Cc sn phm lm t thc phm hu c hoc cc sn phm c hm lng natri, cht bo bo ha v ng trong mt s loi nhn bnh m thp, v c s gia tng hm lng cht x trong bnh m, cc loi sa tch bo lun c khch hng n nhn mt cch nng nhit v tr thnh chun mc ca mt ba n c li cho sc khe.

Khi s thch tiu dng tr nn a dng, cc cng ty buc phi p dng cc m hnh sn xut mi, u t mnh vo R&D pht trin cc sn phm.

Theo mt nghin cu ca cng ty trong ngnh l Grupo Lala, cho thy rng, nm 2010 c 34% ngi tiu dng ang s dng cc sn phm c li cho sc khe, cao gn gp i so vi nm 2002 l ch c 15%. Bn cnh , c n 89% s ngi c hi c nhu cu v s thch s dng cc sn phm thc phm c li cho sc khe.


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III. Mi trng chnh tr-php lut: Ngy 01 thng 1 nm 1999, chnh ph Mexico loi b tt c cc kim sot gi

c v tr cp cho vic sn xut bnh m, vi mc tiu thc y cnh tranh v cng nghip hiu qu. C hi v e da: To ra mi trng kinh doanh t do v c hi pht trin

vt bc nhng cng ty trong ngnh hot ng hiu qu. i vi nhng cng ty hot ng km hiu qu, y thc s l e da khi h phi i mt vi s o thi ca nn kinh t khi khng thch ng vi th trng nng ng ti Mexico.

T nm 2000 n nay, mt tp hp mi cc quy nh v sinh thc phm c hiu lc ti Mexico. Nhng thay i quan trng ca php lut v v sinh thc phm c trong Quy ch (EC) s 852/2004 nhm ti a ha li ch ca ngi tiu dng.

Sau , s ra i ca o lut an ton thc phm nm 2006 vi cc quy tc v sinh thc phm cho tt c cc doanh nghip Mexico cung cp thc phm, p dng trong chui thc phm, t sn xut ch yu bn hoc cung cp cho ngi tiu dng thc phm.

Cc quy nh v bo v li ch sc khe ca ngi tiu dng Mexico cng c thng qua nm 2008, gn trch nhim x hi ca ngnh cng nghip thc phm. e da: Cc cng ty trong ngnh phi chu p lc t vic p ng cc tiu

chun v sinh an ton thc phm v li ch ca ngi tiu dng. C. MI TRNG NGNH

I. nh ngha ngnh 1. nh ngha

Ngnh cng nghip bnh (bakery industry) l mt nhnh ca ngnh cng nghip thc phm, gm cc sn phm c lm t ng cc. Cc sn phm ny c th bao gm bnh m, bnh ngt (cakes), bnh nng nhn ngt (pies), bnh ngt (pastries)


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2. M t ngnh

- Ngnh cng nghip bnh l mt ngnh quan trng ca Mexico, chim 4,6% GDP

ca nn kinh t Mexico v 24,7% GDP ca ngnh cng nghip (2007). - Ngnh cng nghip bnh Mexico gm cc cng ty ln nh Grupo Bimbo,

Gruma, Richs, Kelloggs, Kraft. Tuy nhin, ngnh bnh Mexico c c trng bi hng ngn tim bnh ln nh mang tnh a phng thuc nhiu cng ty khc nhau (2007).

- u vo ca ngnh l nguyn liu lm bnh. Nguyn liu chnh l bt ng v bt m, bt ng l loi bt lm bnh truyn thng Mexico v c s dng nhiu nht. Ngoi ra cn c cc nguyn liu khc nh trng, sa C th, cc cng ty thuc ngnh ny Mexico thng nhp khu nguyn liu chnh l bt m t Canada, Nga.

II. M hnh nm lc lng cnh tranh 1. p lc cnh tranh t cc i th tim n i vi ngnh cng nghip bnh th i th cnh tranh tim tng l nhng cng

ty cng thuc ngnh thc phm nh cc cng ty sn xut bnh ko hay cc cng ty cung cp u vo cho ngnh v mun hi nhp dc xui chiu nh cng ty Gruma tng lm.

a) Tnh kinh t theo quy m: THP Thc t, ngnh cng nghip ny c c trng bi nhng tim bnh nh. Tnh

kinh t theo quy m l c li cho cng ty, nhng n khng cn thit cho s thnh cng ca ngnh. Hai yu t quyt nh s thnh cng ca mt cng ty trong ngnh bnh l


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knh phn phi v kh nng xy dng nhn bit thng hiu v lng trung thnh ca khch hng.

b) Chi ph chuyn i: THP i vi vic tiu dng cc sn phm trong ngnh ny, nu mun chuyn sang s

dng sn phm ca mt cng ty lm bnh khc, khch hng c th chuyn i d dng m gn nh khng tn mt ng ph no. Hm nay h dng sn phm ca Bimbo, nhng c th ngy mai h s dng ca Gruma.

c) Ro cn nhp cuc: CAO Ro cn nhp ngnh bnh hin ti Mexico l tng i cao. Nguyn nhn chnh

l do cc nh sn xut hin ti c li th cnh tranh m l nhng ro cn ng k i vi nhng cng ty mun nhp cuc. l, gi tr thng hiu hay ni cch khc l s trung thnh i vi nhn hiu. i vi ngi Mexico, h c lng trung thnh sn phm kh cao, khi s dng mt sn phm v yu thch chng, h s kh t b nhn hiu s dng mt nhn hiu khc. in hnh l Bimbo c bnh chn l thng hiu 10 nm lin tc (1999-2009) c mn m nht trong ngnh.

V vy, p lc t i th cnh tranh tim tng thp. 2. Cnh tranh gia cc i th trong ngnh: GAY GT

a) Cu trc cnh tranh: PHN TN Ti Mexico c hn 40.000 tim bnh ln nh thuc nhiu cng ty khc nhau. Tuy

nhin, bn cnh vn ni ln mt s tn tui l nhng cng ty a quc gia nh Bimbo, Kraft, Kellogs, Richs Nm 2010, Grupo Bimbo chim gi 15,5% th trng bnh ti Mexico, theo sau Grupo Bimbo l PepsiCo.Inc chim gi 3,9% v Kellogg Co. chim 3,1%. Th phn ca 3 cng ty ln u ngnh kh thp (


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Do s lng ln cc tim bnh m tt c u ang cnh tranh tm u ra cho sn phm ca h. Kt qu l, ngi mua c th yu cu vi gi thp v chit khu theo khi lng mua.

- i vi ngi tiu dng cui cng, chi ph h chuyn i sang s dng sn phm ca nh cung cp khc l thp. iu ny buc cc cng ty trong ngnh chng li nhau gim gi v khng ngng tng chi ph R&D hon thin sn phm ca mnh.

Do vy, nng lc ca ngi mua l cao. 4. Nng lc thng lng nh cung cp Mt s nh cung cp ca cc cng ty trong ngnh nh Grupo Altex, Harinera La

Espiga, Miller Milling Company, Cargill (bt m), Cargill de Mxico, Michael Foods Papettis, Copersucar Coop Prod A Alc Est (ng)

Nguyn liu c bn v quan trng nht ca ngnh ny l la m- khng c s khc bit gia cc nh cung cp v gi sn phm u vo l nhng nguyn liu chu nh hng bi gi c do kt qu cung ng ton cu, ch khng phi l ca mt nh cung cp. Hn na, nh cung cp khng c nhiu quyn lc m phn trong ngnh ny do cc cng ty trong ngnh hu nh lun ch ng u vo nhm tng tc sn xut. Cng ty Kelloggs pht trin chin lc a dng ha nh cung cp, kim sot t li ch lu di. Cng ty Gruma vn l mt cng ty cung cp cc loi ng cc cho th trng Mexico, nay hi nhp dc, nn c quan h i tc vi nhiu nh cung cp. Do , nng lc ca nh cung cp thp.

5. Sn phm thay th Cc sn phm c th thay th cho bnh c th l cc loi thc n nhanh, snack,

ng cc hay sa. C th ni, sn phm thay th i vi ngnh sn xut bnh l kh nhiu v a dng. Do , khch hng c th d dng t b sn phm ca ngnh l bnh m chng hn, n hamburger hay thm ch l ung sa thay th. Do cc sn phm thay th ca ngnh l tng i nhiu v c tha mn khch hng tng ng vi cc sn phm bnh nn d b thay th. V d theo mt bi nghin cu ca t chc phi li nhun AMF, t chc chuyn v pht trin thng mi nhng quyn Mexico, h ch ra rng 68% ngi tiu dng a chung vic n ung ti cc ca hng nhng quyn Mexico. Trong 67% ngi tiu dng thch n ti KFC, 13% thch n ung cc nh hng ven ng hn, 10% th n cc ca hng nhng quyn khc (Pollos River and Bachoco).

Sn phm thay th: d b thay th.


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III. Phn tch nhm ngnh 1. Cc nhm ngnh a) Phm vi a l v chi ph R&D

Ngnh sn xut bnh Mexico c th chia thnh hai nhm chin lc c bn trn

tiu ch phm vi a l ca th trng v chi ph nghin cu v pht trin. Trong nhm chnh gm cc cng ty a quc gia nh Bimbo, Kraft, Kellogs v Richs, ch trng vo cng tc nghin cu v pht trin nhm 4 mc ch chnh l an ton v cht lng sn phm, tng trng thng qua cc sn phm mi, tha mn ngi tiu dng mt cch su sc v ct gim chi ph. Trong khi , cc nhm do hn ch v ngun lc vn gi gn hot ng ca mnh trong nc, ch hot ng ti cc tnh a phng ca Mexico v t ch trng vo R&D, ci m h quan tm l mc thun tin cng nh cc ca hng, sn phm chnh ca h l cc sn phm truyn thng ca h t c s thay i ci tin


GRUPO BIMBO Trang32

Biu trn cho thy cc cng ty dn u trong nhm chin lc a quc gia y

mnh cng tc nghin cu v pht trin cc sn phm mi nh th no. Do ngnh bnh l ngnh kh c kh nng gy khc bit (ngoi tr tp trung vo s khc bit thng qua gi tr dinh dng, bao b) th vic gy dng lng trung thnh ca ngi tiu dng l mt v kh ti u nht. lm c iu ny mt vi cng ty trong ngnh chn la vic nng cao hnh nh thng hiu ca mnh thng qua cc cng vic pht trin x hi nh


GRUPO BIMBO Trang33

gio dc bo v mi trng. Mt s nhm khc do khng c c v th th trng cao, nhm ny c bit bao gm cc tp on quc t mi gia nhp ngnh cha y 10 nm, th nn vic gp phi nhng i th trong nc ang lm chm qu trnh m rng ca h.

b) Ro cn di ng Cc cng ty nhm chin lc th 2 gp phi mt ro cn ln khi gia nhp vo

nhm ton cu c nn tng nghin cu v pht trin mnh. Th nht c th pht trin nhiu th trng ln nh vy th ngoi tr cc yu t v sc mnh thng hiu hay sn phm cht lng m cn i hi u t vn kh cao. Bn cnh l c h thng cc sn phm a dng ph hp vi cc tiu chun an ton cht lng quc t

2. Phn tch chu k ngnh Trong giai on 2000-2010, ngnh cng nghip thc phm Mexico nm giai

on ti t chc. Dn s tng cng vi nhng thay i v thnh phn dinh dng trong thc phm, lm cho nhu cu pht trin kh nhanh. Bn cnh , do cc sn phm bnh (trong c bnh m) thuc loi sn phm thit yu nn nhu cu ny kh bn vng. Chnh v vy, ngnh bnh Mexico c c trng bi hn 40.000 tim bnh ln nh thuc nhiu cng ty, h kinh doanh nh khc nhau v s lng cc tim bnh, ca hng khng ngng tng ln, dn dn hnh thnh cung ln hn cu. c bit l khu vc Trung Mexico, hng lot cc cng ty tn tui u tp trung y nh Bimbo, Kellogs, Richs, Kraft

Hnh bn di cho thy mng li phn phi dy c ca cc cng ty sn xut bnh khu vc Trung Mexico, trong khi 2 u li rt tha tht. y chnh l khu vc th trng m cc cng ty trong ngnh quan tm khi ngnh bc sang trng thi bo ha v nhu cu ti th trng truyn thng Trung Mexico b hn ch.


GRUPO BIMBO Trang34

KT LUN:

- p lc t i th cnh tranh tim tng thp. - Canh tranh gia cc i th trong ngnh rt gay gt. - Nng lc thng lng ca nh cung cp thp. - Nng lc thng lng ca ngi mua cao. - Sn phm d b thay th. - Ngnh ang giai on ti t chc.

Ngnh km hp dn.

IV. Phn tch ng thi cnh tranh 1. C cu cnh tranh

C hn 1.000 trung tm ch bin thc phm ln Mexico (2007). Trong c 69 cng ty trong ngnh cng nghip bnh vi s hin din ca cc cng ty sn xut bnh ln nh sau: Grupo Bimbo, Kraft, Gruma, Grupo Taifelds, La Espiga, Productos Rich, Kelloggs v mt danh sch di cc doanh nghip khc. Ti Mexico c hn 40.000 tim bnh ln nh thuc nhiu cng ty khc nhau. Tuy nhin, bn cnh vn ni ln mt s tn tui l nhng cng ty a quc gia nh Bimbo, Kraft, Kellogs, Richs Nm 2010, Grupo Bimbo chim gi 15,5% th trng bnh ti Mexico, theo sau Grupo Bimbo l PepsiCo.Inc chim gi 3,9% v Kellogg Co. chim 3,1 %. Th phn ca 3 cng ty ln u ngnh kh thp (


GRUPO BIMBO Trang35

phn phi gm khong 27.000 xe giao hng, cung cp khong 700 sn phm khc nhau trn khp Mexico, Bimbo tr thnh ngi dn u th trng.

i th trc tip ca Bimbo chnh l cng ty ng th hai trong ngnh bnh Mexico, Kraft Foods.

3. Cc bc dch chuyn cnh tranh gn y Vn sc khe hin nay c t ln hng u khi khch hng la chn sn

phm, bi nh chng ti trnh by trong phn mi trng ton cu, cc bnh bo ph, bnh tim mch hin ang l nhng cn bnh tr nn rt ph bin. Do , cc cng ty bnh ang n lc tm kim, sng to cc sn phm bnh chuyn bit v sc khe nh bnh ginh cho ngi n chay, ngi bnh tim, bnh tiu ng. Cnh tranh v gi khng cn l cnh tranh c a chung nh trc v thc t mt trong nhng tiu ch la chn sn phm bnh ca ngi tiu dng khng quan trng v gi c na m ch n sc khe nhiu hn.

4. D kin cnh tranh T cui th k XX tr i, xu hng ton cu ha din ra mnh m. Cc cng ty

a quc gia hng mnh vi ngun lc ln ang ln sang th trng Mexico v xt thy y l mt th trng tim nng. S l mi lo ln cho cc cng ty trong ngnh bnh ti Mexico hin nay. Chnh v vy cnh tranh tt yu s xy ra v d kin xy ra khc lit. Mnh m nht vng Trung Mexico do chu k ngnh ti khu vc ny ang nm trong giai on bo ha v y cng l khu vc m cng ty dn u ngnh Grupo Bimbo ang nm gi gn nh ton b th phn. Khu vc Nam v Bc Mexico xy ra cnh tranh bnh lng hn v y l th trng b b ng trong nhiu nm, h thng phn phi khu vc ny cng rt ngho nn.

V. Nhn t then cht thnh cng trong ngnh. Xc nh nhn t then cht cho s thnh cng trong ngnh l vic lm cn thit

cho cc cng ty mun gia nhp ngnh v cc cng ty ang hot ng trong ngnh t y c nhng cch ng x, chin lc ph hp vi hot ng v tnh hnh kinh doanh ca cng ty mnh. lm r iu ny phi ln lt tr li 3 cu hi sau:

Cu 1: Khch hng chn thng hiu no da trn iu g? Cu chuyn cnh tranh gia Guma v Bimbo l cu tr li r nht cho cu hi

trn. Khi hu ht cc khch hng la chn sn phm ca Grupo Bimbo. Cnh tranh v gi khng gip Gruma ginh c th phn ln nhng n nm 2003, khi thc hin a ra cc sn phm mi, nhn mnh vo yu t sc khe th th phn ca Gruma tng t 10% ln n 17% vo nm 2007. Vy cn phi phn tch vn ny nh th no:

Dinh dng v sc khe: Ngi tiu dng ang ngy cng quan tm v sc khe ca mnh v cng nhn thc c mi quan h gia thc phm dinh dng v


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sc khe. Cc phng tin truyn thng ngy cng tng phm viv cc lnh vc y t, t l mc cc bnh (bo ph, tiu ng v cc bnh v tim mch), lo ngi v ngoi hnh, thay i li sng. Tt c nhng th ny gp phn nng cao nhu cu cc sn phm bnh m tt cho sc khe. V vy, to ra cc sn phm chuyn bit mang tnh chc nng l tt yu tn ti trong mi trng cnh tranh.

Thun tin: Thun tin ni ln thnh mt yu t quan trng xc nh mt sn phm c c s ng chp nhn hay khng. Thc phm tin nghi l cn thit trn th trng bi v trong nhng yu t gp phn thay i thi quen n ung v li sng bn rn, p lc v vic gim thiu thi gian cho vic n ung hn. Ngoi ra, nhu cu ngy cng tng i vi tiu th n nh lnh mnh lm tng nhu cu i vi cc sn phm tin li kt hp vi cc li ch sc khe v cht lng tt. p ng vi xu hng ny, cc nh sn xut bnh tung ra sn phm vi mt phn duy nht v cc gi nh hn.

Hp khu v: Ngoi cc sn phm lnh mnh, ngi tiu dng cng ang mua cc sn phm p ng vi s thch v v gic ca h. Vi li sng ngy cng tr nn cng thng, ngi tiu dng c th thng thc thc phm vi mc ch n ung thoi mi hn. Trn trang web ca cng ty, sn phm by bn trong tim bnh v siu th trc tip gp phn vo xu hng ny, v mi v ca bnh m mi nng v cc sn phm khc l mt yu t thc y mnh m trong hot ng mua tip theo. Ngi tiu dng ngy cng tm kim cho cc sn phm cao cp, hp khu v v c o p ng mong mun ca h trong vic thng thc.

Cu 2: Ci g to nn hiu qu trong ngnh ? Bn cht sn phm bnh m to nn mt h thng phn phi ring. V sn phm

bnh thng c thi gian s sng ngn, bo qun v vn chuyn kh khn, phi ch trng v khu trng by nn h thng phn phi ca cc cng ty trong ngnh thng rt rng tip cn vi khch hng mt cch nhanh chng nht. Bnh m l mt sn phm d dng b h hng, cn phi tip cn vi ngi tiu dng ngay sau khi sn xut. V bi v n l sn phm chnh trong cc ba n, ton b dn s l mt th trng tim nng cc cng ty hng n phc v. Chnh v vy mt h thng phn phi rng ri l ng nhin v ct yu. Cc cng ty ang n lc xy dng mt i xe ln giao hng v mt mng li phn phi tri di trn ton b quc gia, bin th trng tim nng thnh th trng ca mnh. Bng cch ny hay cch khc th cc cng ty u mun xy dng mng li phn phi ca mnh vi nhng tiu chun nh sau:

Bao ph th trng: nhiu im bn v phn b rng ri cc vng a l khc nhau. Nh vy c hi tip xc vi khch hng l rt cao.

Trnh by sn phm: sn phm im bn phi c trnh by p mt, gy s ch v thch th cho khch hng.


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Sn phm sn c: bt k sn phm no ca cng ty gii thiu ti im bn phi c mt v c trng by ti im bn. Bt k khi no khch hng t hng phi m bo v cht lng sn phm v thi gian giao hng nh cam kt.

Xy dng c mng li phn phi nh vy th s thnh cng n vi cng ty l tt yu. Ly v d v mng li hn phi ca cng ty u ngnh l Grupo Bimbo: 50,000 tuyn ng, 27.000 xe phn phi, 1.000 trung tm phn phi, trn 2 triu im bn hng.

Cu 3: Kh nng to s khc bit ca cc cng ty trong ngnh l g? Sng to sn phm lin tc l c hi to nn s khc bit cho cc cng ty trong

ngnh. Mi cng ty nh hng cho mnh nhng sn phm c o, bao gm c v mu m, bao b, thnh phn dinh dng v gi tr mang li cho khch hng.

"Thc hin i mi v tin b dn n s gia tng cc sn phm nhm mc ch lm hi lng khu v ca ngi tiu dng c thc v sc khe".

Xu hng sc khe ngi tiu dng s ng mt vai tr quan trng trong vic pht trin v duy tr thnh cng trong ngnh cng nghip bnh.Hm nay, trch nhim ny ph thuc vo tc v tnh linh hot trong vic gii quyt nhu cu ca ngi tiu dng. Nhn dng v s khc bit sn phm l nhng im quan tm hng u.Xy dng thng hiu l mt hin tng ph bin nng cao nhn dng sn phm. Thnh cng ca mt cng ty trong ngnh cng nghip sn xut bnh ph thuc vo kh nng ca mnh khng ch i mi, m cn duy tr s i mi ny thng qua vic cung cp cc h tr gi tr gia tng trong cc lnh vc khc nh pht trin sn phm v nh v.

Tm li, nhn t then cht cho s thnh cng trong ngnh l: Cht lng sn phm Knh phn phi hiu qu Kh nng ci tin v i mi.

VI. Lc lng dn dt s thay i trong ngnh.

Lc lng dn dt s thay i trong ngnh ch nhng nhn t tc ng n cng ty, quyt nh n s lng cc cng ty trong ngnh, quy m cc cng ty trong ngnh. T e da n s thay i cu trc ca ngnh. Sau y l phn tng kt 4 lc lng dn dt s thay i cu trc ca ngnh c chn lc v c kt t cc nhn t ca mi trng ton cu, mi trng v m v mi trng ngnh c nh hng mnh m n ngnh c phn tch trn:

1. Cht lng sn phm S thay i trong nhu cu ca khch hng hng n nhng sn phm giu dinh

dng. Sn phm chuyn bit cho nhng nhu cu chuyn bit nh sn phm cho ngi bnh bo ph, tiu ng, tim mchYu cu khc khe v nhng quy nh nghim ngt


GRUPO BIMBO Trang38

v vn v sinh an ton thc phm. Lm cho cht lng sn phm ngy cng tng l iu tt yu. Nhng cng ty trong ngnh mun gi th phn bt buc phi thc hin tt cam kt m bo cht lng sn phm. Phi bt kp c nhng yu cu, tiu chun mi p ng kp thi. Ch ng tm kim v khm ph nhng nhu cu mi tung ra cc sn phm ph hp xu hng. Yu t cht lng sn phm to ra sc p cnh tranh buc cc cng ty tha mn nhu cu, p ng cht lng, cung cp nhiu sn phm dinh dng cho khch hng. Ngoi ra, mt c cng ty c kh nng c th tm kim, khm ph nhng khe h mi trong th trng thm nhp.

2. Kh nng ci tin, i mi. Kh nng ci tin v i mi ca cng ty s l yu t then cht to nn thnh

cng ca cng ty v cng l lc lng dn dt s thay i trong ngnh. Ci tin v i mi l h qu tt yu ca s thay i nhu cu ca khch hng i vi cc sn phm mi, m bo sc khe v dinh dng. Ci tin v i mi gip cc cng ty trong ngnh thch ng v i ph mt cch c hiu qu trc yu cu mi trng kinh doanh thay i nhanh chng. Mt iu tt yu s n vi nhng cng ty khng c s i mi v ci tin l b loi tr ngay lp tc trong mi trng cnh tranh khc lit ny.

3. Knh phn phi. Xy dng h thng phn phi hiu qu l yu t quan trng quyt nh n vic

cng ty c tn ti trong ngnh hay khng trc khi ni n s pht trin. Do bn cht v c im ca sn phm trong ngnh m h thng phn phi cng rng cng gip cho cc cng ty d dng tip xc vi khch hng ca mnh, d hn trong vic tng lng bn v doanh s. Phm vi v quy m ca h thng phn phi l yu t quyt nh xem cng ty c thc s tn ti c hay khng v nu c th c lu di hay khng.

4. Mua li v sp nhp (M&A) Mua li v sp nhp l lc lng dn dt mnh nht n s thay i ca cu trc

ngnh. Mt hnh ng mua li hay sp nht vi quy m ln din ra thay i v th ca cc cng ty dn trong ngnh, thay i quy m ca cc cng ty. Chnh v vy m xu hng mua li v sp nhp nguy c ln cho s thay i cu trc ngnh nhanh chng hin nay.

VII. Tng kt xu hng, c hi v e da 1. Cc nhn t, xu hng chnh ca mi trng

a) Mi trng ton cu Gi nguyn vt liu tng cao. Th gii ang phi i mt vi mt s vn sc khe nghim trng lin

quan n ch n ung. Bng n dn s th gii. Vn v sinh an ton thc phm c th gii c bit coi trng.


GRUPO BIMBO Trang39

Xu hng Mua li v sp nhp (M&A). b) Mi trng v m

Xu hng s dng cc sn phm c li cho sc khe. Dn s Mexico tng nhanh. Chnh ph Mexico ngy cng tht cht cc quy nh v VSATTP.

c) Mi trng ngnh Ngnh km hp dn. Xu hng cnh tranh v sn phm mnh m hn l cnh tranh v gi.

2. C hi:

Khai thc nhu cu thc phm ngy cng a dng.

M rng th trng. 3. e da

p lc v chi ph nguyn vt liu.

p lc v m bo VSATTP, i mi v ci tin cht lng sn phm.

Cnh tranh ton cu.


GRUPO BIMBO Trang40

PHN IV: PHN TCH QUN TR CHIN LC CA CNG TY

A. CHIN LC PHT TRIN CNG TY I. Chin lc tp trung vo mt lnh vc kinh doanh n l.

Ngay t khi mi thnh lp, Grupo Bimbo nh hng hot ng ca mnh trong ngnh thc phm, iu ny c tuyn b r rng trong s mnh:

Produce and market food products

Sn xut v bn cc sn phm thc phm trn th trng

Lc u cng ty tp trung hot ng sn xut v phn phi cc sn phm bnh (bakery products), sau tham gia vo sn xut v phn phi cc sn phm ko mt (Confectionery products) vo nm 1972. Cng ty dnh ton b ngun lc ca mnh, u t vo ngnh cng nghip thc phm. Cng ty b ra mt ngun vn ln cho hot ng nghin cu, pht trin cng ngh sn xut, tung ra cc sn phm bnh ko cht lng cao vi nhiu hng v p ng nhu cu ca khch hng.

1. Cc sn phm chnh: Hin ti Grupo Bimbo ang hot ng chnh trn 2 nhm sn phm chnh l:

- Bnh (bakery products): vi cc sn phm bnh lm t bt m, bao gm cc loi

bnh thng dng nh bnh m, bnh cun, bnh pastries, pastas cho n cc loi bnh mang tnh cht vn ha a phng nh bnh torillas, bnh muffins c cung cp bi 4 n v kinh doanh: Bimbo SA de CV, BBU, OLA v El Globo.


GRUPO BIMBO Trang41

- Ko mt (Confectionery products): cung cp cc sn phm giu ng, t vi cht dinh dng nhng giu calo nh ko cng, socola, ko mm, kem lnh, caramel, chewing gum Cc sn phm ny do n v Barcel SA de CV sn xut.

Trong sut qu trnh hot ng, cc sn phm bnh vn l nhng sn phm mang

tnh cht sng cn v quan trng i vi Grupo Bimbo, khi c sn xut ti 4/5 n v kinh doanh ca cng ty v em li cho cng ty phn ln doanh thu.. Cc sn phm ko,


GRUPO BIMBO Trang42

snack ch mi c quan tm t nhng nm 1972, tnh t thi im Bimbo cho ra i thng hiu Ti Rosa ng thi chiu m c 2 tn tui ln ca ngnh snack v ko l Bacel v Dulces y Chocolates Ricolino.

Sau y l biu doanh thu ca Grupo Bimbo qua 10 nm t 2000 n 2010 trong ngnh thc phm.

Vic tp trung hot ng vo mt ngnh n l gip cng ty c th ch ng

ngun lc, qun l tt hn qu trnh hot ng, em li cho cng ty doanh thu tng lin tc qua cc nm. c bit l s tng vt mnh m doanh thu ca cng ty t 2008. iu ny c gii thch bi cch thc Grupo Bimbo tp trung vo lnh vc thc phm ca mnh thng qua vic mua li v lin minh nh phn tch di y.

2. Cch thc thc hin chin lc tp trung vo ngnh thc phm: a) Mua li

Mua li gip cho cng ty kt hp ngun lc sn c ca mnh vi vic tn dng dy chuyn sn xut, h thng phn phi, hc hi thm kinh nghim sn xut v hot ng t cc cng ty mua li c th tp trung vo lnh vc thc phm. Trong c th chia thnh hai hot ng mua li chnh ca cng ty l mua li cc nh my, cng ty snacks, ko mt v mua li cc cng ty, nh my bnh.

Grupo Bimbo mua li mt s cng ty v nh my ko ln nh: - Nh my ko Park Lane c (2004). - La Corona- nh sn xut ko v s-c-la Mexico. (2005).


GRUPO BIMBO Trang43

- Coronado- nh sn xut cc sn phm ko t sa d, Holanda and Bing nh my sn xut kem (2006).

- Vero Dulces- cng ty bnh ko hng u Jalisco, Mexico (2010). y l bng tng hp v s lng cc cng ty m Grupo Bimbo thc hin

mua li giai on 2000 - 2010, v s lng cc cng ty c mua li nhm thc hin chin lc tp trung vo lnh vc thc phm.

Nm Tng s v mua li Tng s v mua li

cng ty, nh my ko mt

Tng s v mua li cng ty, nh my bnh

2000 2 0 2

2001 4 0 4

2003 6 3 3

2004 3 2 1

2005 2 1 1

2006 6 1 5 2008 5 0 5 2009 4 1 3 2010 3 1 2 Tng 35 9 26 T l (%) 100 25,7 74,3

Kt lun: Trong thi gian t 2000-2010, Bimbo tin hnh xm nhp vo nhiu th trng

khc nhau thng qua cc hp ng mua li. C tt c 35 thng v mua li trong thi gian ny. Trong hu ht cc cng ty c mua li l nhng thng hiu bnh trong nc v ton cu. Ring ch c 9 cng ty, chim 25,7% cc cng ty mua li sn xut cc sn phm nh: ko mm, ko cng, sa d hay ung dng bt

Ni cch khc, trong thi gian 2000-2010, chin lc ca Bimbo vn lun hng ti vic ti u ha cc hot ng kinh doanh trong ngnh sn xut bnh v y c xem nh l lnh vc chnh ca cng ty. iu ny hon ton ph hp vi s mnh hin ti ca cng ty: Tr thnh nh dn o trong ngnh bnh quc t

b) Lin minh Bn cnh cc hnh thc mua li, Grupo Bimbo cn thc hin lin minh vi cng


GRUPO BIMBO Trang44

ty trong lnh vc m cng ty tham gia. in hnh l: Lin minh vi Grupo Lala ca Mexico Nh l mt phn cam kt ca mnh i vi sc khe v phc li ca ngi dn,

Grupo Bimbo v Grupo Lala- cng ty hng u trong cng nghip thc phm lin minh vi mc tiu lm cho cc sn phm sng to c sn cho ngi tiu dng v p ng nhu cu v s thch ca h.

S dng kinh nghim v kh nng ca Grupo Bimbo v Grupo Lala nh l mt li th, nm 2006, hai nh lnh o ngnh cng nghip thc phm ti Mexico bt tay vo nghin cu, pht trin v tung ra th trng mt sn phm dinh dng mi Cer ok!- sn phm ng cc u tin c cha sa ti Mexico.

S khi u cho lin minh ny c da trn vic xc nh cc c hi th trng, vi mc tiu s dng ti a ngun lc, kh nng phn phi ca c hai cng ty, cng nh ti a ha s phi hp gia Grupo Bimbo v Grupo Lala.

Trong 2 hnh thc thc hin chin lc tp trung vo lnh vc kinh doanh n l l thc phm, Bimbo phn ln s dng hnh thc mua li xm nhp v pht trin th trng mi ca mnh. Nguyn nhn l v: - Th nht, ngnh thc phm l mt ngnh mang tnh cht vn ha a phng l rt

cao, rt kh mt cng ty l mt no c th xm nhp vo ngnh mt cch nhanh chng c, iu cn c thi gian gy dng danh ting. Hay ni cch khc, ro cn v lng trung thnh thng hiu l kh cao.

- Th hai, ro cn v h thng phn phi. Cc cng ty khi thm nhp vo lnh vc kinh doanh mi, vic xy dng h thng phn phi khng phi l ngy mt ngy hai, nn cn tn dng h thng phn phi ca cc cng ty mua li t thm nhp nhanh chng vo lnh vc kinh doanh mi, gia tng sc mnh v s hin din trn th trng.

- Th ba, bt tay vo lnh vc kinh doanh mi, khng phi lc no Bimbo cng c y k nng, kinh nghim v cng ngh cho ra i nhng sn phm tt nht. V vy Bimbo c th hc hi nhng iu ny t nhng cng ty mua li.

Mc d c nhiu nguyn nhn Bimbo hng n chin lc mua li, tuy nhin, vic mua li cc cng ty ln nh ny cng mang li Bimbo khng t thch thc. u tin v ng k nht l h s tn nhim ca cng ty trn sn giao dch chng khon b st gim. Do i vi cc thng v ln nh George Weston, Bimbo phi vay hn 600$ triu t th trng vn. iu ny lm gia tng n by ti chnh v nh hng xu n lng tin nh u t. Ngay sau khi tuyn b mua li cng ty ny, t chc nh gi tn dng ln l Standard & Poor's v Moody's ngay lp tc h mc nh gi ny xung i vi Bimbo .


GRUPO BIMBO Trang45

3. ngha ca chin lc tp trung vo ngnh thc phm. Tp trung u t vo ngnh thc phm gip cng ty tp hp y cc ngun vt

cht, cng ngh, ti chnh, nhn s, u t ci tin v tp trung nghin cu cho qu trnh sn xut ca mnh, t cho ra i nhng sn phm cht lng cao nht, v gi v tr mt trong nhng cng ty hng u trong ngnh. y c xem l chin lc hiu qu nht a cng ty ngy cng pht trin.

Ngnh thc phm trn th trng th gii l mt ngnh tng trng nhanh, yu cu ng k cc ngun lc ca cng ty. Chnh v vy, Grupo Bimbo thit lp mt li th cnh tranh t chin lc tp trung nhm gia tng li nhun di hn.

Bn canh , vic phn b ngun lc vo qu nhiu hot ng s lm cc ngun lc khan him ca cng ty b dn tri qu mng, hu qu l hiu sut gim xung. Do Grupo Bimbo c mt li th cnh tranh vng chc khi bit cch tp trung ngun lc vo lnh vc sn xut cc sn phm bnh ko.

Vic tp trung vo lnh vc thc phm khng ch gip cho cc nh qun tr cp cao tp trung s ch vo hot ng kinh doanh ct li m cn gip cng ty gn cht hn vo ngnh bnh ko ca mnh, lnh vc m cng ty hiu bit nhiu nht, trnh gp phi sai lm khi a dng ha vo cc ngnh m cng ty khng hiu bit r.

Tm li, tp trung vo lnh vc bnh ko gip Grupo Bimbo: Gia tng cht lng sn phm. Thit lp li th cnh tranh. Hn ch dn tri ngun lc lm gim hiu sut. Hng vo ngnh m cng ty c nhiu kinh nghim v hiu bit. Cnh tranh thng li trong ngnh bnh ko, cng c v th dn o trn th

trng.

II. CHIN LC HI NHP DC Bn cnh chin lc tp trung vo mt lnh vc kinh doanh n l, Grupo Bimbo

cng nhn thy nhng li ch m chin lc hi nhp dc mang li cho cng ty. Hin ti, trn chui gi tr ca ngnh thc phm (cung cp cc sn phm bnh v ko mt) cng ty ang nm ti v tr chnh- l sn xut vi thi gian u t c tnh nm 2010 l 65%, cc v tr khc nh phn phi, bn l, cng ty ch u t thi gian l 9%.


GRUPO BIMBO Trang46

Nguyn vt liu

Sn xut Phn phi, Bn l

Ngi tiu dng

GRUPO BIMBO

Vi ngun lc ti chnh, k thut v cng ngh mnh m, nghin cu th trng

v nng lc v bn hng, Grupo Bimbo thc hin c hi nhp dc xui chiu v ngc chiu. Tuy nhin, c 2 loi hnh ny u c cng ty thc hin dng chp, khng phi hon ton.

Chui gi tr trong ngnh bnh v ko mt

1. Hi nhp dc xui chiu T nm 2002, Bimbo bt u y mnh vo vic bn l v m rng knh phn

phi bng cch: - Rt chn ra khi cc chui phn phi bn l v thay vo l vic mua li

cc ca hng bn l nh El Globo, El Molino.


GRUPO BIMBO Trang47

- Xy dng 2.200 tuyn ng phn phi mi (2007). - Lin doanh vi Arcor- mt cng ty phn phi a quc gia ca Argentina

nhm phn phi cc sn phm ko trong th trng Mexico. - Lin doanh vi Grupo MacMa y mnh knh phn phi bnh pastas

Mexico.(2005) - Mua li Joyco de Mxico mt cng ty sn xut v phn phi ko Mexico

nhm tn dng knh phn phi ca Joyco de Mxico. Vi mng li phn phi c mua li cc cng ty trong ngnh, lin doanh vi

cc cng ty phn phi, cng vi mng li phn phi c t trc, hin ti cng ty c mt mng li phn phi ln nht th gii vi hn 50.000 tuyn ng , 2.100.000 im bn 19 quc gia trn ton th gii.

Kt lun: Bng vic kim sot h thng knh phn phi, Grupo Bimbo to lp c mt ro cn nhp cuc cho cc i th mun nhp ngnh. Ngoi ra, thc hin hi nhp dc xui chiu cng gip Grupo Bimbo kim sot tt hn cc knh phn phi, m bo gi c, hnh nh cng nh cht lng sn phm ca cng ty, mang li s hi lng v p ng tt nht nhu cu ca khch hng. iu ny cng s gip Grupo Bimbo to dng c li th cnh tranh so vi cc i th trong ngnh.

2. Hi nhp dc ngc chiu Trong giai on ny, Bimbo c nhng bc dch chuyn r rt trn chui gi tr

ca ngnh. Bn cnh vic mua v nhp khu cc nguyn liu u vo cn thit cho hot ng sn xut, cng ty cn ch ng u vo ca mnh thng qua vic hi nhp dc xui chiu n cc nh cung cp nguyn liu u vo.

C th l cng ty xy dng v m rng cc nh my sn xut bt la m, bt ng ln Hoa K, Chu M Latinh v Mexico:

- Xy dng 3 nh my bt 3 bang khc nhau ca Mexico (Hidalgo, La Paz, B.C Monterrey).

- Xy dng mi mt nh my bt Guadalajara, Jalisco. - Thit lp h thng x l bt ng mi nh my Amarillo, Texas. y l mt bc i khn ngoan, nhm gim s ph thuc vo cc nh cung cp

bn ngoi, cng nh trnh ri ro xy ra t t gi hi oi. Grupo Bimbo cng xy dng t rt sm cc phng th nghim khoa hc tng

hp, cc vin nghin cu ti M, Mexico, Trung Quc B phn R&D ca Grupo Bimbo tm ra nhiu phng php, to ra cc loi men mi v s dng cc loi nguyn liu mi vo quy trnh sn xut nhm gim bt chi ph cho cc ngun u vo ca cng ty.

Kt lun: Vi vic t thit lp v kim sot mt phn cc u vo cho sn xut, hay ni cch khc, chin lc hi nhp dc hnh chp ny gip Grupo Bimbo gim


GRUPO BIMBO Trang48

c mt phn chi ph, s ph thuc vo cc nh cung cp, ch ng hn v ngun nguyn vt liu.

B. CHIN LC TON CU

Grupo Bimbo bt u qu trnh thm nhp v m rng ra th trng nc ngoi t nm 1979. chun b cho chin lc thm nhp v m rng ra th trng ton cu, nm 1980, Bimbo bt u mua bn 15% c phn ti S Giao dch chng khon Mexico (BMV). Vi s h tr v ti chnh ny, Bimbo ln lt thc hin chin lc thm nhp v m rng th trng. Ban u, cng ty tin hnh xut khu sn phm sang th trng Hoa k ri ln lt xy dng cc t chc con ca Bimbo ti cc khu vc nh Bimbo Trung M (1989), Bimbo Argentina v khu vc M Latin (1991).

Giai on nm 2000- 2010, gt hi c nhiu thnh cng t vic thm nhp v m rng th trng, Grupo Bimbo ch trng n pht trin 4 khu vc th trng l: M v M Latin, Trung Quc (Chu ) v Chu u.

Doanh thu v ti sn cc khu vc th trng qua cc nm.


GRUPO BIMBO Trang49

Doanh thu v ti sn ca Grupo Bimbo ti ba khu vc th trng chnh khng

ngng tng qua cc nm. Thy r nht l s tng doanh thu v ti sn M nm 2008-2009. iu ny c l gii bi s kin ngy 21 thng 1 nm 2009, Grupo Bimbo thng


GRUPO BIMBO Trang50

bo rng h hon thnh vic mua li ca cc doanh nghip bnh Hoa K ca Weston Foods, Inc (WFI), thuc s hu ca Dunedin Holdings S.A, mt cng ty con ca George Weston Limited nm Toronto, cng nh mua li cc ti sn ti chnh c lin quan. Lm cho doanh thu ca M cng tng ln ng k vo thi gian ny.

Tng doanh thu ca Grupo Bimbo tng u nhng doanh thu v t trng doanh

thu ca tng khu vc th c s bin ng qua cc nm. C th: t trng doanh thu n nh gia ba khu vc t nm 1998-2008. Nhng tip theo hai nm sau 2009 v 2010 t trng doanh thu ca Mexico gim nghim trng, s st gim ny c cng vo t trng doanh thu cho khu vc Hoa K. Cn M Latin th khng c s thay i ln lm.


GRUPO BIMBO Trang51

Cng tng t nh t trng doanh thu trn, t trng ti sn cng c s chuyn bin ln nht vo nm 2009-2010. Khi Mexico ch cn 35-36% t trng ti sn. Trong lc t trng ti sn Hoa K tng hn gp i 51-48%. iu ny c gii thch do s u t mua li ca Bimbo trong thi gian ny ti Hoa K l tng i ln, c bit l vic mua li cng ty kinh doanh bnh ti Westion Foods ti Hoa K.

I. M


GRUPO BIMBO Trang52

1. Sn phm Cc sn phm chnh: bnh m ng gi, bnh cun ngt, bnh sa nh, Muffins,

Pastries, bnh m vng cng, bnh quy, Tortillas, bnh Pizza. Cc thng hiu chnh bao gm: Arnold, Bimbo, Boboli, Brownberry,

Entenmanns, Francisco, Freihofers, Marinela, Mrs. Bairds, Oroweat, Stroehmann, Thomas and Tisa Rosa. 2. V tr ca cng ty

Cng ty bnh s 1 ti th trng M. Dn u vi cc thng hiu hng u. Nh sn xut bnh nng xp (muffin) s 1 ti M. ng u trong danh mc cc thng hiu bnh c ngun gc t cc nc ni

ting Ty Ban Nha. C cc nhn hiu a phng pht trin mnh m.

3. Khai thc li ch - Hoa K l quc gia lng ging vi Mexico, do nhu cu bnh y cng kh

tng ng vi Mexico, c bit l cc sn phm bnh truyn thng nh bnh m ng gi, bnh pastries, tortillas. V vy, khi thm nhp vo th trng ny, Bimbo s d tip cn vi s thch tiu dng ca khch hng v nhu cu v sn phm bnh Hoa K l cao.

- Hn na, Grupo Bimbo c mi quan h vi Mc Donald v Wal Mart t trc. khai thc li ch t mi quan h ny, Grupo Bimbo m rng h thng phn phi ca mnh thng qua cc ca hng thc n nhanh Mc Donald v i siu th Wal Mart.

4. Thch thc gp phi v cch thc thm nhp ca cng ty a. Bt u thm nhp nm 1984 Thch thc gp phi

Cng ty xc nh Hoa K l t nc u tin trong chin lc thm nhp th trng ton cu ca mnh. Vi nhu cu ln v s tng ng v th hiu v tiu dng sn phm thc phm ca khch hng Hoa K v Mexico nhng dng nh vic thm nhp vo th trng ny ha hn gp phi nhiu kh khn do Hoa K tp trung nhiu cng ty ln v mnh trong lnh vc thc phm t trc n nay nh tp on George Weston Ltd, Flower Foods v Sara Lee, Pacific Pride Bakeries

Cch thc gii quyt: xut khu Chnh v vy m cng ty la chn cch thm nhp ban u l xut khu vi

sn phm Marinela (1984). Xut khu gip Grupo Bimbo c th thm d kinh doanh ban u, thc hin ng k tnh kinh t ca quy m khi cc sn phm xut khu c sn xut tp trung ti nc ch nh Mexico.


GRUPO BIMBO Trang53

b. Nm 1996 n nay Thch thc gp phi

Nhu cu khch hng ln v a dng, nhng sn phm ca Grupo Bimbo c mt ti Hoa K c th p ng c phn no nhu cu ca khch hng nhng p ng nhng i su vo s thch v nhu cu ca nhiu nhm khch hng tim nng khc th cng ty vn cha khai thc c.

Cch thc gii quyt: mua li Vi tham vng ca mnh v khng th b l mt th trng tim nng nh vy,

Grupo Bimbo tip tc thc hin chin lc thm nhp ca mnh thng qua vic mua li hng lot cc cng ty ln nh Hoa K tng th phn ca mnh th trng ny.

Khi mua li mt cng ty no , Bimbo lun nhm n h thng phn phi ca n, v bnh m l sn phm c thi gian s dng ngn, cn tip cn vi ngi tiu dng cng sm cng tt v M l mt quc gia rng ln, nu phi xy dng li mt h thng phn phi th rt mt thi gian v tin bc, nhng cha chc em li hiu qu cao. Do , khi tn cng vo th trng M, BIMBO mua li cc cng ty ln vi mng li rng khp nhanh chng tip cn th trng.

u tin l vic mua li cng ty Pacific Pride Bakeries vo nm 1996. Vo thi im , Pacific Pride Bakeries l cng ty bnh ln nht trong khu vc San Diego. Cng ty hin ti, Bimbo Bakeries USA, c thnh lp vo nm 1998 khi Grupo Bimbo mua Mrs Bairds Texas, cng ty bnh thuc s hu gia nh ln nht nc M, v sp nhp vi Pacific Pride Bakeries. Nm 2002, Grupo Bimbo mua li 5 nh my California, Texas, Colorado v Oregon. Vic mua li ny mang li quyn s hu cc thng hiu nh Oroweat, Entenmann, Thomas' English Bagels, v Boboli (trc thuc v George Weston) cho Bimbo Bakeries USA.

Thng 1- 2009, Grupo Bimbo mua Weston Foods Inc, mt cng ty con ca George Weston Ltd vi gi 2,38 t USD, mt thng v mua li s gip Bimbo Bakeries USA tr thnh cng ty bnh ln nht nc M. Sau v mua li ny, Bimbo s hu tng cng 35 nh my (trong 22 nh my trc y thuc George Weston Ltd) v 7000 im bn ti M, tri dc theo 48 bang vi doanh s bn hng nm khong 4 t USD.

Di y l bng doanh thu v ti sn u t ca Grupo Bimbo vo th trng Hoa K t nm 2000 n 2010.


GRUPO BIMBO Trang54

USA 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Doanh thu (triu Pesos) 5552 5458 12001 12843 13173 13546 15826 16565 18049 49850 47875 T trng doanh thu (%) 17 16 27 27 24 24 23 22 21 42 40 Ti sn (triu Pesos) 4251 3942 13495 10363 9680 10023 11131 11791 14221 53361 49380 T trng ti sn (%) 17 18 40 34 27 25 24 25 23 51 48

Ta nhn thy c s ng bin gia t trng doanh thu v t trng ti sn u t ti

th trng Hoa K. Khi t trng ti sn u t tng th nm cng ty nhn c doanh thu cng tng vi t l tng ng, v d nh nm 2002: tng u t 22% th doanh thu cng tng 9%. Hay nm 2009: tng u t 28% th doanh thu cng tng 21%....nhng iu quan trng m chng ta nhn ra l: Grupo Bimbo tp trung u mt lng ln ti sn vo th trng Hoa K, xem y l th trng mc tiu v gii thch mt phn v sao Hoa K l th trng ln th 2 sau th trng ch nh Mexico.

II. M Latinh

1. Sn phm

Cc sn phm chnh: bnh m ng gi, bnh cun ngt, bnh sa nh, Pastries, bnh quy, Tortillas, bnh Pizza, Alfajores.


GRUPO BIMBO Trang55

Cc thng hiu chnh bao gm: Agua de Piedra, Ana Maria, Bimbo, Cena, Firenze, Fuchs, Holsum, Laura, Maestro Cubano, Mama Ines, Moran, Nutrella, Pan Todos, Plucky, Plus Vita, Pullman, Pyc, Ricard, Rollys and Los Sorchantes, Breddy, Europa, Ideal, Lido, La Mejor, Marinela, Milpa Real, Monarca, Pix and Ricolino.

2. V tr ca cng ty - L nh sn xut s 1 cc thc phm bnh nng ng gi ti 14 nc chu M Latinh.

3. Khai thc li ch Tng t nh Hoa K, Bimbo cng tn dng mi quan h vi Wal Mart d

dng hn trong vic tip cn khch hng ca mnh bi ngi Brazil rt chung mua sm trong cc i siu th.

4. Thch thc gp phi v cch thc gii quyt Cch thc thm nhp: xy dng nh my mi v mua li.

Ban u, khch hng M Latin c nh gi c nhu cu v s thch tng t nh khch hng Mexico. T tin vi sn phm ca cng ty v nhng kinh nghim, nh gi th trng ca cng ty mnh, Grupo Bimbo tin hnh thm nhp th trng M Latin bng cch thc xy dng nh my mi.

Nm 1989, nh du s kin Grupo Bimbo m rng vic kinh doanh ra th trng M Latin thng qua vic cho xy dng nh my ti Guatemala v i vo hot ng nh my nm 1990. Tip sau l mua li hng lot cng ty cc nc M Latin nh Plus Vita and Pullman, Nutrella (Brazil), hay xy dng nh my Chile.

Thch thc gp phi Tuy nhin, khi bc chn vo mt s th trng M Latin, Bimbo gp phi

mt s tr ngi. ng k nht c th k n l Brazil. ban u Bimbo ngh rng thi quen tiu dng ca h ging nh Mexico nhng khng phi vy, h tiu dng rt t bnh m, bnh qun khong 2,5 kg so vi 7,5 kg Mexico (nm 2000), hn na, gi bnh m Brazil li r hn Mexico, ch $1,5/kg so vi $1,9/kg Mexico v Mexico, knh phn phi chnh l nhng tim tp ha nh, trong khi , ngi Brazil chung mua sm trong nhng i siu th, 75% s bnh m c mua ti y.

Cch thc gii quyt gii quyt vn ny, Bimbo mang li mt danh mc sn phm a dng

hn, trong nhn mnh vo cc sn phm bnh vi hng v ngt hn, ph hp vi khu v thch ngt ca ngi chu M Latin, bn cnh ct gim cc im phn phi c khng hiu qu v nhn mnh hn vo cc im phn phi ti cc siu th.

Sau hn 10 nm thm nhp v pht trin, Grupo Bimbo gt hi kh nhiu thnh cng th trng M Latin. l vic hin din 14 quc gia, hon thnh xy dng v i vo hot ng 18 nh my. Sau y l bng s liu doanh thu, t trng doanh


GRUPO BIMBO Trang56

thu, ti sn v t trng ti sn ca khu vc M Latin trong tng doanh thu v ti sn ca Grupo Bimbo ton cu.

M LA TINH 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Doanh thu (triu Pesos) 2092 2877 3207 3076 3741 3982 6275 7600 11346 13606 14207 T trng doanh thu (%) 7 9 7 7 7 7 9 11 14 12 12 Ti sn (triu Pesos) 2324 2800 2808 2631 2916 3125 4905 6524 11360 13563 16045 T trng ti sn (%) 9 12 8 9 8 8 11 14 18 13 16

Vic u t vo M Latin v doanh thu nhn c t th trng ny cng tng t nh th trng Hoa K. Nhng iu khc bit ln nht l vic u t vo th trng M Latin t hn so vi Hoa K. ng th 3 trong tt c cc th trng u tin u t v hot ng ca Grupo Bimbo.

III. Chu u

Cch thc thm nhp: xut khu, mua li nh my. Grupo Bimbo khi ng sn xut ti th trng Chu - ni m trc Grupo

Bimbo ch bn cc sn phm ca h thng qua con ng xut khu. Trong thng 4 nm 2000, thng qua cng ty Ricolino khnh thnh hai nh my

Lin minh chu u, mt ti Vienna, o, v mt nh my Ostrava, Cng ha Sc, s kin ny thit lp qu trnh cho chin lc pht trin trong tng lai Grupo Bimbo th trng Chu u.

Nhng hot ng c 3 nm, nhn thy s st gim nghim trng trong vn sn xut v bn sn phm nn hai nh my o v Sc phi ng ca. Ton b cc trang thit b, my mc c chuyn n cc nh my khc ca Grupo Bimbo Mexico.


GRUPO BIMBO Trang57

IV. Chu

1. Sn phm

Cc sn phm chnh: bnh m ng gi vi nhiu chng loi nh bnh m trng, bnh m nng, bnh sa, bnh bp, bnh bao, mn thu.

Cc thng hiu chnh: Bimbo. 2. V tr ca cng ty

Nh tin phong trong vic pht trin cc sn phm bnh ng gi ti Bc Kinh v Thin Tn. 3. Khai thc li ch V sao Trung Quc l th trng tip theo m Grupo Bimbo mun hng n

trong chin lc ton cu ca mnh. Chng ta xem xt cc s liu cng nh nhng c im lin quan n ngnh bnh v t nc Trung Quc:

T l tng trng GDP ca Trung Quc l 9.3% nm 2003 v 9.5% nm 2004, t l lm pht duy tr mc 2.8 3.9%.

Mt ngi Trung Quc trung bnh tiu th ht 1kg bnh mi nm. Trong khi cc nc pht trin l 25-35kg, cc nc ang pht trin l 12-18kg. Vi dn s hn 1 t ngi th Trung Quc l mt th trng rt tim nng.

Chnh ph Trung Quc to nhiu iu kin thun li cho cc cng ty nc ngoi dch chuyn mt s ngun lc cn thit t c v tr cnh tranh ni bt ti th trng ny.

Trung Quc cn l mt th trng y hp dn vi lc lng lao ng di do, nhn cng gi r v ngun nguyn liu phong ph.


GRUPO BIMBO Trang58

Tnh hnh kinh t n nh, d bo tng trng mnh trong tng lai v nhng con s kh quan v iu kin kinh doanh l nhng yu t hp dn Grupo Bimbo n vi th trng Trung Quc.

Grupo Bimbo mun tn dng c li th ngun nhn lc di do v r Trung Quc sn xut ra cc sn phm bnh khng ch p ng nhu cu trong lnh th Trung Quc m cn hng ra xut khu cc nc xung quanh thuc Chu .

4. Thch thc gp phi v hng gii quyt ca cng ty Thch thc gp phi

Nhu cu y khc nhiu so vi cc th trng m Grupo Bimbo hot ng. Ngi Trung Quc khng c truyn thng n bnh m cho ba n sng. Nhng sn phm ct li ca Bimbo t lu l bnh m, bnh ngt v cc tim bnh khc.

Cch thc thm nhp: mua li Ngy 24 Thng 3 nm 2006, Bimbo bt u hot ng chu vi cc tha

thun mua cng ty Bc Kinh Panrico- Trung tm ch bin thc phm, cng ty con ca cng ty Ty Ban Nha Panrico, SA, t ti Trung Quc, trong mt giao dch ln 9.200.000 Euro cho 98% c phn, b sung gi nh mt khon n rng 1,3 triu Euro. Vi giao dch ny, Cng ty mua mt cng ty c 800 cng tc vin, mt nh my sn xut v mt mng li phn phi vi mt danh mc u t m rng sn phm bnh m, thit k v pht trin cho th trng a phng, trong cho php n t c mt s hin din quan trng v ghi nhn trong thnh ph Bc Kinh v Thin Tn.

V vy, d dng tip cn hn vi ngi tiu dng Trung Quc, Grupo Bimbo la chn phng thc thm nhp l thit lp cng ty con s hu ton b (Group Bimbo Bakery) thng qua mua li. Nm 2006, Bimbo Bakery mua li Panrico Bc Kinh v bt u s hin din ti th trng chu vi 108 tuyn ng phn phi. Sau mt nm hot ng di tn ca cng ty mua li, n chnh thc ly tn l Bimbo. Nm 2010, Bimbo mua li cng ty

Bimbo hin ang tp trung vo s thch v th hiu ca khch hng ti Trung Quc. H to ra nhn hiu National Bread phc v khch hng ni a, khi m bnh mn thu v bnh bao vn chim u th so vi cc loi bnh m c ngun gc t phng Ty. Bimbo thnh cng trong vic pht trin nhng sn phm mi phc v nhu cu a phng. V d, Bimbo s dng hng v a phng nh u, tht cay, hay ngt ngo nh du ty, s-c-la, u , v thm ch c thnh phn nhit i nh da. Trung Quc cng khng s dng cc sn phm qu ngt nh Mexico v do iu ny c a vo xem xt trong qu trnh sn xut. Trung Quc cng khng thch hng v pha trn nh Mexico (v d trn s-c-la ngt, chua vo trong mt sn phm).

Cho n nay, Bimbo Trung Quc ang phc v mt khu vc th trng 40 triu ngi vi 4.000 im bn hng. 186 tuyn ng. N cng c mt tha thun vi cc


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siu th a quc gia tip cn vi cc nhm khch hng a dng. KT LUN: Grupo Bimbo thc hin chin lc thm nhp ton cu thng qua

s hin din sn phm ca mnh ra bn ngoi. C. CHIN LC CHC NNG I. Phn loi hnh ng chin lc theo chc nng. 1. Chc nng Marketing

Chc nng Marketing tch hp cc hnh ng lin quan n cch thc Grupo Bimbo tm ra nhu cu, th trng khch hng, cch thc cng ty tm hiu v khai thc cc nhu cu, cch thc nh v, cch thc thit k cc gi tr cho khch hng, cc thc sng to gi tr, truyn thng gi tr v cung cp gi tr cho khch hng. Cc hnh ng chin lc ca cng ty thuc chc nng Marketing ca Grupo Bimbo bao gm:

a) Cch thc cng ty tm hiu v khai thc cc nhu cu.

- Qun l quan h khch hng (CRM) to ra mt c s d liu m t chi tit thng tin, lch s ca khch hng cc phn khc th trng khc nhau (2004).

- Trao quyn cho cc i tc a phng h d dng nhn din v tm kim nhu cu mi ca khch hng a phng (2008).

b) Cch thc nh v. - Xy dng ti sn thng hiu da trn s hiu bit su sc v thi , th

hiu, s thch ca khch hng (2010).

c) Cch thc thit k cc gi tr cho khch hng

- Ra mt th nghim cc sn phm mi vi tc nhanh hn. V d, thm nhp th trng vi vi hai dng sn phm mi l Silueta v Multigrano Linaza ch trong hai tun (2004).

d) Cung cp gi tr cho khch hng.

- Hot ng kinh doanh trc tuyn e-bussines (2000).

- M rng dng sn phm nh Multigrano Nuez Bar, Doble Fibra Bar v Bimbo Natural (2006).

- Cung cp hn 15.200 cc thit b c nhn chim 70% cho i ng bn hng cung cp mt dch v tt hn cho khch hng v cung cp thng tin cho cc h thng tnh bo th trng (2007).


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- Thc hin hiu qu ti cc im bn hng nhm ni dng lng trung thnh ca khch hng (2007).

- Mua li 32 thng hiu ca 15 cng ty trong 9 nm 2001-2009.

Mua li Fuchs mt cng ty bnh Chile (2000). Mua li Fargo, mt cng ty bnh ln nht Achentina (2001). Mua li cng ty bnh Texas Hoa K Mrs. Bairds (2001). Mua li Kodiz de Monterrey mt cng ty chyn sn xut bnh ng

Tortillas (2002). Mua li 2 cng ty La Mejor Guatemala v Pan Pyc, Peru

(2003). Mua li Plus Vita Ltd cng ty bnh m ln nht Braxin vi 4 nh

my Sao Paulo, Rio de Janeiro v Recife (2004). Mua li George Weston Ltd, cho php cng ty tn dng c v th

thng hiu hng u ti Ty M (2004). Mua li Pastelerias El Molino- tin thn ca Grupo Bimbo (2006). Mua li Los Sorchantes-nh dn o lm bnh trong khu vc

Montevideo Uruguay (2006). Mua li Pan Europa, Guatemala (2006). Mua li Bc Kinh Pan Rico, Trung Quc (2006).


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Mua li Productos Roma Medellin, Colombia (2007). Mua li Quizz Mexico (2008). m phn c c cng ty kinh doanh bnh ti Sara Lee ti

Hoa K (2010). 2. Chc nng sn xut

Chc nng sn xut cp n cc hnh ng chin lc v phng php sn xut, cng ngh, cch t chc sn xut, qui m, tnh linh hot trong sn xut, qun l cht lng.

a) Cng ngh

- u t tr 70 triu cho vic nng cp cc ti sn sn xut bnh cng nh vic sn xut cc sn phm bnh ng lnh (2001).

- u t hin i ha h thng sn xut Guatemala (2003).

- u t hn 1 t USD to ra mt h thng sn xut tht s c hiu qu cao. Bao gm c vic m cc tim bnh mi, hin i ha v nng cp cc c s hin c (2010).

- Cng ty pht trin nhiu mu thit k n vic ch to my mc.

- Cng ty k hp ng bo mt vi cc nh cung cp vi mc ch bo v ti sn ca cc thit k c to ra.

- Cng ty phn b khong 2% doanh thu rng bo tr ti sn.

b) Cch t chc sn xut

- Ti u ha nng lc trong cc nh my, dy chuyn sn xut (2002).

c) Qun l cht lng

- Duy tr v pht trin cht lng thng qua vic t c cc chng ch cht lng nh ISO 9000, HACPP trong tp trung vo gi tr dinh dng ca sn phm (2002).

- Chun ha cc quy trnh hot ng v qun l chui cung ng, v sinh an ton thc phm, kim sot cht lng trong t chc (2010).

- Gim t 20 n 30% lng mui c s dng trong cc sn phm hng u Mexico, M v Nam M. V d: Bnh m trng Bimbo, Bnh m Oroweat, Huakamole Takis Snacks, Bnh m Pullman, vv... (2010).


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- Gim n 50% axit bo bo ha trong n nh di thng hiu Barcel Mexico (2010).

- p dng phng php Kaizen nhm nng cao cht lng, tng tnh linh hot, tng nng sut (2010).

d) Quy m nh my

Bao gm hnh ng m rng quy m ca mt nh my, mua li nh my, xy dng nh my v ng ca nh my.

- M rng quy m:

M rng quy m ca hu ht cc nh my, bao gm c vic thit k cc dy chuyn sn xut mi (2000).

M rng nh my nh my ca Bimbo Tijuana, Baja California Norte (2002).

M rng nh my Rocolino ti San Luis Potos v Costa Rica (2003). - Mua li 24 nh my:

Mua li hai nh my Vienna, o, v Ostrava, cng ha Sc (1999)

Mua li nh my bnh m Four-S Los Angeles, California.(1999) Mua li nh my ko Park Lane c (2000). Mua li 10 nh my ca Mrs. Bairds Hoa K (2001). Mua li nh my bnh m nh Cali, Colombia (2002). M mt nh my ng gi mi dnh cho cc sn phm bnh m

lm th cng Pan del Hogar (2003). Mua li hai nh my ca thng hiu Breddy Costa Rica (2004). Mua li El Globo- mt dy chuyn sn xut bnh ngt v La

Corona- nh sn xut ko v s-c-la Mexico (2005). Mua li Lalo sn xut bnh m C-lm-bi-a (2005). Mua li Lagos del Sur - nh sn xut bnh ngt Chile (2005). Mua li Alimentos Nutrella Brazil (2008). Mua li Weston Foods, Inc cng ty dn o Hoa K vi mt

danh mc u t thng hiu cao cp vi cc loi bnh m, bnh cun, bnh nng xp, bnh m trn v bnh nng ngt (2008).

Mua li Vero Dulces- cng ty bnh ko hng u Jalisco, Mexico (2010).


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Mua li Jin Wei Hong Trung Quc (2010). Mua li Bimar Foods Hoa K (2010).

- Xy dng 4 nh my

M mt nh my bnh ko mi Mexico (2007). Xy dng 2 nh my Barcels Mrida v Fripans Toluca (2008). Xy dng nh my sn xut bnh m ng lnh Lerma, Mexico

(2009).

- ng ca 4 nh my

ng ca nh my bnh m nh ti La Mirada, chuyn sn xut sang cc nh my Montebello v Escondido (2005).

ng ca nh my Costa Rica ti Naucalpan v nh my Ricolino ti Mexico m mua t Joyco (2005).

ng ca nh my Caucagua Venezuela, chuyn cc thit b ca nh my n cc c s Guarenas (2006).

ng ca La Mejor mt nh my bnh m v chuyn chng n nh my Guatemala (2007).

3. Qun tr vt liu

a) Qun tr tn kho

- S dng h thng ERP ti thiu lng tn kho khng cn thit (2001)

- Thc hin phng php Kaizen gim hng tn kho (2010).

b) Xy dng nh my cung cp nguyn liu u vo

- khai trng 3 nh my bt 3 bang khc nhau ca Mexico (State of Hidalgo, La Paz, B.C,) (2004).

- Thit lp mt nh my bt mi Guadalajara, Jalisco (2005).

- Thit lp h thng x l bt ng mi nh my Amarillo, Texas (2007).

- Xy dng trang tri nng lng gi 90 MW bang Oaxaca. Cung cp 100% in theo yu cu ca cc nh my Grupo Bimbo Mexico. Gim bt bin ng chi ph nng lng cho cng ty (2008).


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4. Ngun nhn lc Cc hot ng ngun nhn lc bao gm cc hot ng tuyn dng, o to, nh

gi thnh tch, pht trin nhn vin, tr thu lao (lng thng), thng tin. Nhng i vi Grupo Bimbo, phn ln nhn vin v lc lng lao ng c c t thu ngoi thng qua Cng on (75%). Hai Cng on m cng ty duy tr vic lm l:

Cng on Quc Gia ca lin minh Flour, Bakers, Transport Mexico (CTM). Cng on Quc Gia ca lin minh ngnh cng nghip thc phm Mexico (CTM). C th, ta c bng s lng nhn vin t nghip on v ngoi nghip on nh

sau: As of December 31

2009 2008 2007 Unionized 71,885 76,898 65,830 Nonunionized 30,501 21,286 25,459 Total 102,386 98,184 91,289

Chnh v vy m Grupo Bimbo c nhng chnh sch nhn s nhm ha gii li

ch ca cng ty vi ngi lao ng ca mnh, iu ny dn n vic cng c mi quan h lm vic tt. Cng ty c cc hnh ng chin lc l:

- Khuyn khch s tham gia

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BÀI HOÀN CHỈNH - NHÓM GRUPO BIMBO.pdf