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8/6/2019 baocao thutap

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Chuyn tt nghip SVTH: Nguyn V Nht Trng

CHNG I:

C S L LUN V QUN TR LC LNG BN HNG

1.1 Vai tr v nhim v ca qun tr lc lng bn hng

1.1.1 Khi nim v qun tr lc lng bn hng

Theo James M. Comr: Qun tr bn hng l hot ng qun tr ca nhng ngi

hoc thc s thuc lc lng bn hng hoc gm nhng ngi h tr trc tip cho lc

lng bn hng.

Qun tr lc lng bn trc ht chnh l xy dng mc tiu lc lng bn. Sau khi

mc tiu c xc nh, vic tip theo l xc nh quy m, v phn b lc lng

bn. chnh l iu khin, t chc v kim sot nhng c gng, n lc ca lc lng

bn nhm t c cc mc tiu xc nh.

1.1.2 Vai tr ca bn hng v qun tr lc lng bn hng

Bn hng l mt hnh thc giao tip mang tnh chn lc cao cho php ngi lm

Marketing a ra cc thng ip c tnh thuyt phc n cc nhu cu c th ca tng

ngi mua hoc nh hng n quyt nh mua.

Bn hng: Bn hng hin nay c hiu l bn li ch sn phm.

Hot ng bn hng: L mt hot ng giao tip m ngi bn khm ph nhu cu

ca i tng ng thi khng nh kh nng p ng nhu cu bng li ch sn

phm nhm tho mn nhu cu c hai bn.

Qun tr lc lng bn hng l mt cng vic rt quan trng c bit l i vi

cng ty thng mi. Cc hot ng qun tr lc lng bn hng nh tuyn dng, o

to, hun luyn, thit lp chnh sch lng bng... cho nhn vin.

1.1.3 Nhim v ca qun tr lc lng bn hng

1.1.3.1 Nhim v bn hng:

Thm d: Tm kim v xy dng cc mi quan h vi khch hng.

Thng tin: Truyn t nhng thng tin cn thit v doanh nghip v sn phm

ca doanh nghip.

GVHD: L Th Kim Tuyt Trang: 1


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Lm dch v: Cc nhn vin bn hng cung ng cc dch v khc nhau

cho khch hng, nh t vn gii quyt vn ca h, h tr k thut, tha thun v

vic ti tr, xc tin nhanh vic giao hng.

Bn hng: Trc tip giao dch, gii thiu, tr li cc thc mc ca khchhng. Cung cp kp thi cc sn phm, dch v cho khch hng.

Nghin cu th trng: Thu thp thng tin, nghin cu v tnh bo v th

trng v khch hng vi khch hng v nhu cu ca khch hng.

iu phi: nh gi tnh cht tng loi khch hng v phn phi hng

ho hp l. Truyn b quan nim v tng ca doanh nghip.

nh gi: Mt nhn vin bn hng cng phi c kh nng nh gi trn

mt s vn a dng nh sau: nh gi v th trng, v khch hng, khch hng

tim nng, hay mt i din bn hng ang hc vic, hay nh gi v mt sn phm

mi.

1.1.3.2 Nhim v ca qun tr lc lng bn hng:

Qun tr lc lng bn hng h hon thnh tt nhng mc tiu ca

cng ty. La chn nhng c nhn ph hp v c nng lc bn hng, c nhit huyt, c

t duy sng to.o to v hun luyn h thnh nhng nhn vin bn hng vi nhng k

nng bn hng chuyn nghip v c thc xy dng t chc.

Thit lp cc chnh sch v tin lng v thng hp l cng bng nhm

khuyn khch cng nh kch thch tnh nhit tnh, s sng to v s cng hin cho t

chc.

1.1.3.3 Chc nng v nhim v ca lc lng bn hng: Chc nng:

Phng kinh doanh:Phng kinh doanh c nhim v lp k hoch v trin khai

vic kinh doanh ca cng ty. ng thi t chc qun l, hun luyn v trin khai trc

tip mi hot ng ca lc lng bn hng ca cng ty.

Lc lng nhn vin bn hng:

Lc lng bn hng ca cng ty l ngi i din cng ty trong tt c cc mi

quan h vi khch hng. L cu ni mi hot ng thng tin gia khch hng v cng ty.



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Nhim v:

Nhn vin bn hng c cc nhim v c bn:

- Thm d: Cc i din bn hng tm kim, gy dng nhng khch hng mi.

- Bn sn phm ca cng ty.- Tip xc vi khch hng, gii p cc thc mc cho khch hng v cht lng,

c im, cng dng ca sn phm

- Qung b v sn phm, thuyt phc khch hng mua hng.

- Tm kim khch hng mi.

- Thu thp v bo co nhng tin tc v khch hng, th trng

1.2 Hot ng bn hng

1.2.1 Khch hng:

Khch hng tiu dng: Khch hng tiu dng bao gm tt c cc c nhn v h

gia nh mua sm hng ho hay dch v tiu dng cho bn thn v gia nh.

Khch hng t chc: Bao gm cc doanh nghip sn xut, ngi mua i bn li v

cc t chc chnh ph, phi chnh ph v cc v vin......

Xt theo phng din no , cc khch hng t chc cng ging nh cc khch

hng tiu dng, c hai u bao gm nhng ngi ng vai tr mua v a ra nhng

quyt dnh mua tho mn cc nhu cu. Nhng trn nhiu phng din khc nhau, cc

khch hng t chc khc vi khch hng tiu dng.

Bng 1.1: c im phn bit gia khch hng t chc v khch hng tiu

dng

c im Khch hng t chc Khch hng tiu dngS lng ngi mua t Nhiu

S lng mua Nhiu ta l Tp trung Phn tn

Nhu cuNhu cu c tnh pht sinh( xut pht

t nhu cu ca ngi tiu dng)Nhu cu t bn thn

H s co gin ca cutheo gi

Thp ( t c s co gin) Cao

Tnh bin ng ca nhucu

Mnh ( mt s thay i nh nhu cuca ngi tiu dng c th dn n

mt s gia tng ln trong nhu cu t

liu sn xut)

Yu



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Tnh chuyn nghip Cao Thp

Quyt nh muaPhc tp ( v c nhiu ngi thamgia vo vic la chn nh cung cp

hay mt hng cn mua)n gin

1.2.2 Qu trnh bn hngHot ng bn hng bt u t khi hai bn gp g, tip xc hay trao i v cn ko

di n khu theo di hay hu mi, c th phn bit chn giai on trong qu trnh bn

hng:

Thm d khch hng: L xc nh i tng khch hng, ngha l tm kim

nhng khch hng tim nng c nhu cu v sn phm ca mnh v c kh nng mua

hng. y l mt cng vic thng xuyn va nhm tm kim thm khch hng mi

v thay th nhng khch hng b mt qua thi gian.

Tm hiu khch hng: L nghin cu k i tng khch hng v ln k hoch tip

xc. Khi thu thp ti a thng tin v khch hng ( nhu cu, c ch quyt dnh mua

hng..) bn bn hng cn xc nh mc tiu ving thm, cch tip xc, cc hn ch v ti

chnh v thi gian. Ngi bn hng bt u ra mt chin lc tip cn khch hng.

Xy dng nim tin: L cch thc c th m ngi bn tip cn vi khch hng khi

m u cuc ni chuyn.

Thng tin: Pht hin, thu thp thng tin ca khch hng v nhu cu, ng c mua

hng, ng thi thng tin cho khch hng v sn phm, cng ty.

ngh: a ra nhng li cho hng, lin h ti cc vn sn phm cng ty c

th tho mn tt hn nhu cu ca khch hng.

Tr li thc mc: Tm cch tho g nhng vng mc ca khch hng v phi tn

trng nguyn tc: Phi bit lng nghe khch hng, gii p thc mc vi thi cm

thng v tn trng.Chng minh: Sau khi gii quyt cc thc mc, ngi bn phi cho khch hng

thy nhng g mnh thng tin l ng.

Kt thc: S dng cc tc nhn kch thch hay cc k thut kim sot kt thc

cuc bn hng.

Theo di: Sau khi cuc bn hng kt thc ngi bn phi theo di, tm hiu xem

khch hng c hi lng khng, theo di nhng thay i trong nhu cu ca h.



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1.2.3 Kin thc ca lng bn hng:

em li hiu qu tt nhm ci thin kt qu bn hng cn tp trung vo cc

lnh vc sau:

- Nng cao k nng bn hng: Nhn vin bn hng cng nn lin tc hc hi,trng thnh v pht trin. C ba lnh vc kin thc v hiu bit s tng k nng bn hng

ca bn thn nhn vin bn hng.

- Hiu bit v khch hng: Hiu bit v khch hng l nn tng ca vic bn

hng thnh cng. Nhn vin mun thnh cng phi cp nht nhng thay i ca khch

hng v iu chnh chin lc bn hng cho ph hp vi mi trng.

- Kin thc v sn phm: Ch c kin thc su v c im sn phm, kh nng

ng dng v li ch ca sn phm, li th cnh tranh cng nh nhc im sn phmmi c th cao vai tr ca ngi nhn vin bn hng nh l mt ngi c vn v l

ngi gii quyt vn cho khch hng.

- Kin thc bn hng: L cha kho thc hin tt c cc yu t khc ca bn

hng. Khm ph cc k thut st hch trin vng hiu qu, xy dng k nng trnh by

chnh xc v c th, x l kin phn hi mt cch hiu qa, lm ch cc k thut kt

thc cho hng v cung cp tt cc dch v, theo di qu trnh thc hin bn hng v

cc k nng nhm ci tin kt qu bn hng.

- Pht trin phm cht c nhn: Cc c nhn bn hng phi lun bit pht trin

cc phm cht c nhn ca bn thn. Ngoi nhng phm cht cn thit chung v nhn

vin bn hng cn cn n hai phm cht: Bit lng nghe, v s thng cm.

- Xy dng mi quan h vi khch hng: Xy dng mi quan h vi khch

hng l rt quan trng ngay c trong nhng mi quan h mua bn xy ra khng thng

xuyn v gi tr ca nhng mi quan h tch cc vi khch hng vn ng k.

tng cng mi quan h vi khch hng, cc nhn vin bn hng phi to

dng nim tin vi khch hng.

- Thc hnh t qun l: Tnh t gic trong cng vic, nhn vin bn hng phi

t lp thi kho biu cho mnh v c nhng n lc thch hp.



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1.3 Xy dng v qun tr lc lng bn hng

1.3.1 Xc nh lc lng bn hng cn thit

1.3.1.1 Tin hnh tm hiu cng vic:

Trc khi c th chun b m t cng vic v xc nh tiu chun phm

cht c th, ban qun tr phi tin hnh tm hiu mt cch chi tit cho tng v tr cng

vic. Tm hiu cng vic l nn tng cho vic xy dng ton b lc lng bn hng.

1. 3.1.2 Xy dng bn m t cng vic:

Sau khi tm hiu cng vic v xc nh tiu chun phm cht c th,

ban qun tr phi tm hiu cng vic mt cch k lng v chi tit cng vic. Bn m

t cng vic chnh xc l cn thit m bo tt c cc bn tham gia (nhn s trin

vng cho b phn bn hng v cc c nhn trong qu trnh tuyn dng v la chn)

hiu r bn cht v trch nhim ca mt chc v bn hng. Nu khng nhm ln v

xung t s xy ra. iu s ngn chn qu trnh tuyn dng bn hng, nh hng

n tinh thn ca lc lng bn hng v cui cng l nh hng tiu cc n kt qu

bn hng.

1.3.1.3 Xc nh c cu cng vic:

Bn tiu chun cng vic gip xc nh c im v cc phm cht c nhn

cn phi c thc hin chc nng trong mt cng vic c th. Cc c im ny l

mt sn phm t cc thng tin rt ra thng qua vic tm hiu cng vic v thit lp

bng m t cng vic. Bn tiu chun cng vic ch nu ra cc yu cu ti thiu cn

thit cho mt cng vic c th. Chng rt cn cho vic tuyn dng v chn la c hiu

qu nhn s bn hng, v cui cng l vic thc hin thnh cng chin lc bn hng

ca doanh nghip.

1.3.2 Xc nh c cu ca t chc lc lng bn hng:

C cu t chc bn hng gm cc hot ng v cc c nhn c sp xp

theo mt cch hiu qu cc n lc ca c nhn nhm hon thnh cc mc tiu chung.

V ty thuc vo c cu sn phm ca cng ty. Cha kho cho s qun l v t chc

thnh cng l vic s dng hiu qu c hai ngun lc: Ti chnh v con ngi.

Mt t chc bn hng tt cn c nhng c im sau:



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- Trch nhim v quyn hn phi i i vi nhau.

- Tm kim sot iu hnh hp l.

- T chc n nh nhng linh hot.

- Cc hot ng phi c s phi hp cn i.

1.3.2.1 Cc kiu c cu t chc c bn:

T chc trc tip n gin:

C cu t chc trc tip n gin l loi t phc tp nht, chui mnh lnh

va tng qut va trc tip vi quyn hn xut pht t v tr iu hnh cao v i xung

ti cc cp di k tip. C cu t chc ny c th thc y vic ra quyt nh chp

nhong, thc hin k hoch nhanh chng v k lut cht ch. y l mt c cu tchc n gin v tit kim chi ph, ph hp vi cc doanh nghip nh. T chc t

trch nhim ng k cho nhng nh iu hnh cp cao.

Tuy nhin, khi quy m doanh nghip tng ln v lc lng bn hng cng tng

ln th ngi iu hnh cao c th thiu thi gian v chuyn mn qun l iu hnh

mt cch hiu qu trong tt c mi lnh vc i hi cn phi c quan tm.

T chc trc tip c b phn tham mu:

C cu t chc c thm mt s chuyn vin tham mu. Nhng chuyn vin nys bo co trc tip ti qun tr vin cp trn v khng c thm quyn trc tip vi cc

qun tr vin trc tip ph trch b phn bn hng. Trch nhim chnh ca h l lp k

hoch, phn tch, a ra hng dn v kin ngh trong cc lnh vc chuyn mn ca

h.

u im: ca c cu ny l n cung cp cho ban qun tr bn hng cc kin

thc chuyn mn thng qua s chuyn mn ho, ng thi thot khi s chm m

qu mc vo cc cng vic chi tit. Bng cch ny, ban qun tr iu hnh doanh

nghip c th t s cn bng tt hn gia trch nhim v cc hot ng hng ngy v

trch nhim i vi cc vn di hn v rng ln ca doanh nghip.

Nhc im: Vic tng thm cc nhn vin iu hnh trong c cu t chc s

lm tng thm chi ph hnh chnh v mt vi ln xn c th xy ra qua cc vai tr ca

cc chuyn vin tham mu trong mi quan h vi cc qun tr vin trc tip. khc



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phc, cn phi phn cng r cc chc nng c th v gii hn thm quyn c th ca

cc chuyn vin tham mu.

T chc theo chc nng:

y l hnh thc m rng ca c cu t chc trc tip cc b phn tham mu.Trong , cc chuyn vin tham mu c thm quyn tuyt i vi cc b phn chc

nng c th trong t chc.

Li ch ca c cu t chc ny chnh l vic thc hin cc nhim v chuyn

mn. V cc chuyn vin c thm quyn trc tip trong cc linh vc ca h nn c kh

nng hn thc hin cc k hoch v tng. V mt l thuyt, cu trc theo chc

nng em li hiu qu tt hn c cu t chc trc tip v cc chuyn vin trong lnh

vc cung c thm quyn i vi nhng ngi s dng kin thc chuyn mn .Tuy

nhin, ri ro trong c cu t chc ny l nhn vin bn hng i khi nhn c hai hay

nhiu hn cc mnh lnh mu thun t cc nh qun tr khc nhau. H c th dn dp

qu nhiu cng vic. Cc nh qun tr cp cao cn phi phi hp cht ch cc b phn

chc nng khc nhau nhm lm c cu t chc, chc nng ny t hiu qu.

1.3.3 Xc nh quy m lc lng bn hng:

1.3.3.1 Phng php xy dng( phng php da trn khi lng).Phng php ny c th hin bng cng thc.

Trong :

X: S nhn vin bn hng

ai: S ln tip xc vi khch hng c th thc hin mi ngy, c xt n

thi gian v thi im tip xc, i vi mi phn on khch hng i.

bi: S ln tip xc mi nm cn phi c cho mi phn on khch hng,

tu theo sc p thng mi m mi doanh nghip mun duy tr i vi mi khch

hng.

ci: S khch hng trong mi phn an th trng.


=dxai

cixbiX


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d: S ngy trong nm m cc nhn vin bn hng thc s hot ng bn hng

thng qua cc cuc gp g khch hng hay khch hng tim nng, khng k cc ngy

ngh, hi ch, thi gian hnh chnh, hi hp...

Phng thc xy dng da trn khi lng cng vic c u im d hiu v ntnh n thc t l khch hng khc nhau. Phng php ny gn lin vi quy m lc

lng bn hng vi lc lng hot ng cn thit. Nhc im l n gi nh s nhn

vin c hiu nng v hiu qu nh nhau, s khc nhau trong p ng khch hng i

vi cng mt n lc bn b b qua, v khng c quan h gia tn s cho hng v kh

nng sinh li.

1.3.3.2 Phng php phn b:

Phng php phn b c tnh theo cng thc.

=

q

QX

X : S nhn vin bn hng.

Q: L lng bn hng tim nng ca cng ty cho ton b th trng.

q : L lng bn hng ti thiu ca mt nhn vin bn hng.u im ca phng php phn b l n gin. Tuy nhin, n xem lc lng

bn hng nh kt qu ca bn hng thay v ngc li. Hn na phng php phn b

i hi phi c lng nng sut bn hng, mt iu rt kh khn v c nhiu yu

tnh hng n nng sut ca mt ngi. N khng ch n doanh thu bn hng,

n kh nng sinh li.

1.3.3.3 Phng php ngn sch:

Phng php phn b c tnh theo cng thc.

=

s

SX

X : S nhn vin bn hng.

S : Ngn sch bn hng trc tip.

s : Ton b chi ph duy tr mt nhn vin bn hng.



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u im ca phng php ny l d nh, d thc hin . Mt yu ca phng

php ny l n khng ch n s khc nhau v nng sut cc c nhn khc nhau v

cng khng quan tm n kh nng sinh li.

1.3.4 Xy dng lc lng bn hng.

1.3.4.1 Tuyn dng ngi bn hng:

Tuyn dng lc lng bn hng l mt chui hot ng c to ra sp xp

nhng ngi m h c th ph hp yu cu ca Cng ty v nhn vin bn hng. Mc

tiu ca giai on tuyn dng l pht trin nhm ngi d tuyn c xu hng chuyn

mn ha cng rng cng tt. giai on ny cn lu khng sa vi nhng

ngi khng c phm cht. Cn chc chn rng h thng khng qu ti, mt visng lc cn tm thy trong qu trnh tuyn dng. V d, nu Cng ty va tm thy rng

trnh i hc hoc mong mun c phn b li ngay l mt nh hng chnh ln

kt qu, th sau n c th xc nh nhng iu ny nh nhng iu kin trong mt

qung co v chn lc cc bn tm tt v loi ra nhng ngi khng ph hp vi

nhng iu kin ny.

Cng c ca t chc c huy ng v trch nhim thc hin hot ng

tuyn dng s khc nhau gia cc doanh nghip v ph thuc vo mt yu t nh quym lc lng bn hng, t l ngh vic ca nhn vin bn hng, c cu phng ban,

mc tp trung ca t chc. Theo quy lut chung, phng nhn s him khi c trch

nhim c nht cho vic tuyn dng nhn s bn hng m thay vo h phi chia s

trch nhim ny vi my vi b phn khc trong t chc bn hng.

Ngun tuyn dng: C th l t bn trong cng ty hay bn ngoi l lc

lng lao ng chung.

Mc tiu ca tuyn dng: Tm kim v la chn u vo nhn s cho t

chc vi yu cu l phi chn c nhng c nhn c trnh , nng lc, sc kho ph

hp vi yu cu cng vic.



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Cc ngun tuyn dng:

Trn th trng lao ng mt hng c th cn lin h ti nhiu ngun hoc c th

s dng cc ngun khc nhau cho cc v tr bn hng khc nhau. Cc ngun chnh

c tp hp vo cc loi di y: Ngun Cng ty:

Nhng nhn vin hin ti ca mt Cng ty l nhm ngi tuyn dng bn hng c

tim nng s dng ngay. Cc th k, k s, ngi gi kho, v nhng ngi khc u

c th bn hng c. H bit Cng ty v c lch s cng vic sn sng s dng.

Cc chi ph tuyn dng i vi h khng tn ti thng xuyn cho ti khi h c

tuyn thng qua cng vic (bn giy) s v ca cng ty. i vi nhiu ngi vic

chuyn i bn hng c th ri b thng chc v c hi mi, m lm tng tinh thn ca

hi v c l c ca nhng ng nghip ca h.

Cc c s gio dc:

Nhiu t chc da mnh m vo cch tuyn dng nhn vin bn hng t cc trng

i hc v cao ng, c th nu cng vic bn hng i hi kin thc k thut. Cc

trng gio dc c la chn nh cc ngun l da trn danh ting ca h, cc

chng trnh k thut ph hp v vi cc yu cu ca Cng ty, v lch s thnh tchtrong cung cp c hiu qu cc nhn vin v qun tr gia.

Cc Cng ty, ngi lp mt chng trnh tuyn dng vi mt trng i hc s s

dng mt phng php ph hp chc chn hiu qu ca n. Phn ln cc trng i

hc c h thng hng nghip tt v cc trung tm phn b thun tin cho cc cuc

tuyn dng. Cc Cng ty thit lp c cc mi lin h thng xuyn vi cc trung tm

phn b ny ch yu ti cc trng i hc danh ting hn.

Mt cch tuyn dng ti cc trng khc l trnh tuyn dng theo ma v phng

vn hnh thc 20 pht. D cch ny ng h nhng ngi qun tr bn hng a phng

c mi quan h lin tc, trc tip vi khoa v cc t chc sinh vin khu i hc.

Gia nhng li gii thiu khc nhau, n hnh thnh nhng tin c ca lp nh nh

qun tr bn hng a phng v cc nhn vin bn hng, cc chng trnh h ca hc

sinh ni tr, lm ngoi gi ca sinh vin vi t cch ngi bn hng v nhng chuyn

i c bit ca sinh vin ti cc cuc gp g bn hng ca Cng ty.



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Cc i th v doanh nghip tng t nhau:

khng phi l bnh thng i vi mt Cng ty thu mt nhn vin bn hng

tt nht t dch th. Thc t, mt Cng ty giu c trong gii kinh doanh cho rng

v tr u tin m h tm s chy mu nhn vin bn l ch th cnh tranh ca h.Nhng nhn vin c kinh nghim ny bit kinh doanh v pht huy kh nng ca h

bn mt sn phm.

Cng l khng bnh thng i vi cc nhn vin bn hng khi h c thu t

nhng Cng ty khng phi l i th nhng c mi trng bn hng tng t. V d,

nhiu Cng ty bn cho khch hng hng ho trn gii thng qua cc knh tp ha,

thng thu cc nhn vin t cc Cng ty bn hng tng t thng qua cng mt knh.

Thc t ny b gii hn bi cc Cng ty khc c lin quan ti bn hng cng loi.

Nhn vin c thu c th mang i kin thc, kinh nghim v mt s khch hng khi

chuyn t Cng ty ny sang Cng ty bn cnh. Tuy nhin h cng mang i nhng thi

quen v thc hnh c m n c th khng ph hp vi chnh sch ca Cng ty hin ti.

Hn na, nu h thay i lng trung thnh mt ln, h c th d ng thay i n vi

Cng ty tng t hoc vi i th c th hp ng tt hn.

Cc ngun khc.Cc ngun khc gm bn yt th, cc bn tm tt bnh thng, hi ch vic lm v

ch ngai tri, v cc ch dn vic lm.

1.3.4.2 Chn la v tuyn dng:

Tin hnh chn la c th l mt cuc phng vn n gin khng chnh thc

hay c th bao gm hng lot cc hot ng khc nhau:

Tin trnh c th cc bc sau:

- S tuyn.

- Np n chnh thc.

- Phng vn c nhn.

- Thm tra hc vn v kinh nghim.

- Kim tra tm l.

- Kim tra sc khe.

- Quyt nh la chn.



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Cc quyt nh ny c th thm, bt hay thay i tu theo c im v nhu cu

ca mi doanh nghip.

1.3.4.3 Hun luyn v o to lc lng bn hng:

C hai mc tiu ln trong vic xy dng v thc hin chng trnh hun luynl lng bn hng: Chun b cho nhn vin bn hng mi thm nhp vo th trng v

tng cng hiu qu cng vic v kt qu bn hng ca cc nhn vin bn hng c mt

cch lin tc. Ngoi ra, chng trnh cn c th c cc mc tiu c th ca n nh:

- Gii thiu v doanh nghip cng cc chnh sch th tc.

- Kin thc v ngnh kinh doanh ca doanh nghip, th trng v khch hng.

- Kin thc chi tit v sn phm ca cng ty .

- S pht trin k nng v k thut bn hng thch hp.

Sau cc chng trnh hun luyn, doanh nghip nn nh gi hiu qu trn c

hai lnh vc ngn hn v di hn.

1.3.5 Cc chnh sch i vi lc lng bn hng:

1.3.5.1 Th lao:

Mc tiu ca h thng th lao l to ra h thng khen thng hp l cho

c nhn vin bn hng v ch doanh nhip vi mong mun khuyn khch nhn vin

bn hng lm vic v ng vin h hon thnh tt cng vic.

Ch tin lng cho lc lng bn hng nn bao gm cc mc tiu sau:

- To cho nhn vin bn hng mt khon thu nhp cng bng v hp l.

- Khuyn khch thng qua ch khen thng tng ng vi kt qu thc hin.

- Thu ht v duy tr mt lc lng bn hngc nng lc v c ng vin thc

yTin lng gm c ba phng thc cn bn, c th c s dng ring l hay

kt hp vi nhau theo t l thay i. Mi phng thc tng ng vi mt quan nim

bn hng v mt nhim v giao ph cho nhn vin bn hng.

- Lng c nh: L s tin thanh ton trc tip, c xc nh trc v c

nh cho cc cng vic c thc hin trong mt thi gian c th. Cch ny thch hp

khi c s ng gp ca nhn vin bn hng vo kt qu cui cng khng my quan

trng,vai tr ca nhn vin bn hng rt hn ch.



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Tin lng c nh c tc dng n nh i sng ca nhn vin bn hng, cng

c lng trung thnh ca h. Phng thc tr lng ny rt d qun l. Tuy nhin h

thng lng c nh t c tc dng ng vin.

- Tin hoa hng: L t l phn trm c nh trn doanh thu do nhn vin bnhng thc hin.T l ny thay i tu theo nc doanh thu hoc da vo mt yu t

khc khng phi l doanh thu th n gn vi tin thng. Phng thc ny c nhiu u

im,d tnh ton v c tc dng ng vin nhn vin bn hng. Tuy nhin, phng

thc ny cng d ny sinh ra nhng h qu khng tt, c th xy ra s bt cng khi

iu kin v tim nng bn hng ti mt khu vc khc nhau

- Tin thng: Ngi ta thng xuyn t ch tiu cho nhn vin bn hng,

khng ch l nhng ch tiu v doanh thu m cn v mt s mc tiu khc: Tm thm

khch hng mi. H c th lao tu theo mc hon thnh ch tiu.Phng thc

ny cng c tnh khuyn khch nh ch d hoa hng v tin th lao mi ngi tu

thuc vo kt qu h t c. u im chnh ca phng thc ny l s linh hot

nhng phng thc ny rt kh qun l.

1.3.5.2 ng vin:

Cc cng c kch thch nhn vin bn hng t c kt qu cao hn:- Chng trnh cng nhn thnh tch: Thng qua vic s dng cc phn thng

khng phi bng tin cho kt qu kinh doanh. Cng nhn thnh tch c th da trn

nhiu ch tiu v di nhiu hnh thc khc nhau, nhng iu quan trng l phi ly

c lng t trng l yu t quyt nh tho mn vi cng vic v kt qu thc hin

cng vic. Mc ch nhm gia tng lng yu ngh v thc y nhng n lc cng hin

cho t chc.

- Thi ua: Mun cho thi ua c hiu qu nh l mt ng lc thc y th mi

ngi u c c hi chin thng. Nn chn cc yu t c th to nn c s cng

bng gia mi ngi. T chc thi ua khng nn qu thng xuyn v lc , thi ua

khng cn thu ht c s nhit tnh ca ngi tham gia.

- C h thng tin: hu ht nhn vin bn hng tm thy s ng vin trong

nim m c c thng chc trong tng lai. Nu c hi thng tin c xem nh l



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mt ng c thc y th ban qun tr phi r v thng tin v cc c h thng tin

trong ton t chc.

- Hi ngh bn hng: T chc cc cuc hi ngh bn hng nh k thng tin

cho nhn vin bn hng bit v nhng g ang din ra trong cng ty. l phngthc tt nht gip h gn b vi cng ty.

1.3.6 nh gi thnh tch v kim sot lc lng bn hng:

1.3.6.1 Xy dng cc ch tiu thc hin:

Tiu chun nh gi nh lng: Cc tiu chun nh gi kt qu hon

thnh bn hng khch quan, o lng n lc v hiu qu. Tiu chun ny c s

dung rng ri nht.Tiu chun nh gi nh tnh: Ngoi cc yu t s lng trong vic

nh gi kt qu hon thnh bn hng cng cn phi thc hin mt s nh gi v cht

lng. Cc yu t nh tnh c th no nn c s dng tu thuc vo tnh cht ca v

tr bn hng ang c xem xt v trit l lm vic ca ban qun tr v ph thuc vo

lc lng bn hng c th ca cng ty.

1.3.6.2 o lng kt qu hon thnh thc t: mc ti thiu, cc n lc ca cng ty nhm o lng kt qu hon thnh bn

hng s bao gm:

- Xc nh cc thng tin cn thit o lng kt qu hon thnh.

- To ra mt h thng chuyn v nhn thng tin.

- Xc nh cc ngun c th ca thng tin cn thit.

- Xy dng phng php tp hp v x l s liu.

- Xy dng mt h thng bo co chnh thc trnh by cc thng tin ny vi

cc i tng c lin quan mt cch thng xuyn.

1.3.6.3 So snh cc kt qu hon thnh vi cc ch tiu:

Da trn 3 c s chnh:

- Phn tch doanh s bn hng.

- Phn tch nng sut bn hng v chi ph.

- Phn tch kt qu hon thnh ca tng c nhn.



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1.3.6.4 Thc hin hot ng iu chnh:

Giai on cui cng trong qu trnh nh gi v kim sot cc n lc bn hng

ca cng ty l p dng cc bin php iu chnh. Trc ht l phi phn tch thc tin,

a ra nhng chun on chnh xc cc vn ny sinh, tm ra cc nguyn nhn cth v sau l xy dng v p dng cc bin php iu chnh. Cc nguyn nhn gy

ra cc kt qu hon ton khng tho ng c th thng do mt hay kt hp ca nhiu

yu t sau: nng lc ca nhn vin bn hng.



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CHNG II:

PHN TCH HOT NG KINH DOANH V THC TRNG CNG

TC T CHC LC LNG BN HNG TI CNG TY C PHN

VT T THIT B V U T XY DNG M.E.I2.1. Gii thiu khi qut v Cng ty c phn M.E.I

2.1.1 Qu trnh hnh thnh v pht trin ca cng ty c phn M.E.I

2.1.1.1 Gii thiu tng qut v s hnh thnh v pht trin

Tn cng ty: Cng ty c phn vt t thit b v u t xy dng M.E.I

Tn giao dch: Cng ty c phn MEICO

Tr s chnh: 592 Ni Thnh, Hi Chu, Nng

in thoi: 05112.221644

Fax: 05113.621544

Email: [email protected]

Hin nay s lao ng ca cng ty l khon 150 ngi trong nhn vin vn

phng chim khong 30 ngi tng ng 20%, cng nhn v lao ng ph thng

khong 120 ngi chim 80%. Ngoi ra, cng ty cn c i ng li xe s lng ln

nhm phc v cng tc vn chuyn hng ha.Cng ty i vo hoat ng ngy 1 thng 1 nm2005. Theo giy php kinh doanh

s 32002000421 vi tn gi: Cng ty c phn vt t thit b v u t xy dng M.E.I

do s k hoch u T Thnh Ph cp ngy 01/12/2004.

Cng ty c chi nhnh ti Tam K : S 279 Phan Chu Trinh, TP

Tam K, Tnh Qung Nam.

Cng ty c phn vt t thit b v u t xy dng M.E.I c t cch php nhn

y , s dng con du ring. Thc hin ch hoch ton k ton c lp, c

php m ti khon ti cc ngn hng trong nc.Hot ng ca cng ty c thc hin

trong khun kh php lut. V chu s qun l trc tip ca s k Hoch u T

Thnh Ph Nng.

Cng ty c phn vt t thit b v u t xy dng M.E.I tn ti v pht trin

cho n nay l mt qu trnh phn u khng ngng ca cn b nhn vin cng ty.

Bn cnh , khng th khng k n h thng sn phm v ang kinh doanh:



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Thng hiu gch men CMC

Thng hiu gch Vnh Phc

Thng hiu gch Hon M

Thng hiu gch Tn BnhXi mng Vissai

Xi mng Hong Thch, Bm Sn

St thp cc loai.....

u t v cho thu cc thit b xy dng

2.1.1.2. c im hot ng, qun l kinh doanh

Cng ty t chc thu mua trc tip t cc nh sn xut ln, cc doanh nghip sn

xut kinh doanh hng ha tnh bn. Gm cc mt hng nh: gch men, gch p lt

chn tng, s v sinh, bn Inox, bn trc tip khng qua qu trnh sn xut.

Nh vy, cng ty c phn vt t thit b v u t xy dng M.E.I l mt trong

nhng doanh nghip hot ng trong lnh vc thng mi. Vi sn phm kinh doanh

chnh: gch men cc loi, bn chu Inox,.. Hot ng kinh doanh nhm phn phi sn

phm n tn tay ngi tiu dng.

Vi qui m t nhng ngy bt u hot ng kinh doanh n nay cng ty c

mt chi nhnh ln, v rt nhiu i l ph knh th trng Min Trung v Ty Nguyn

nhm p ng nhu cu ca ngi tiu dng ti th trng ny.

2.1.1.3 C s vt cht:

Tr s ca cng ty ta lc ti trung tm Qun Hi Chu , Nng to iu kin

cho vic u, xe vn chuyn hng ha. C th ni v tr thun li ca cng ty gp

phn tit kim chi ph dn n h c gi thnh, tng sc cnh tranh trn th trng.

Hin ti, din tch mt bng ca cng ty vo khong 7.620m2.



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V nhim v: Cng ty v ang:

+ Cng c th trng vn, m rng v ph trin th trng.

+ Nghin cu th trng, tip cn v khai thc nhiu th trng mi, n nh.

+ T chc qun l v s dng ngun vn c hiu qu.+ m bo i sng cho nhn vin vi mt mc lng hp l.

+ M rng quan h i ngoi, tm kim i tc v thu ht khch hng.

+ Hon thnh ngha v np thu cho nh nc v m bo kinh doanh ng

php lut.

2.1.3 C cu t chc, qun l ti cng ty

2.1.3.1 S t chc b my qun l:

Hnh 1: C cu b my qun l

* Ch thch: Quan h h tr

Quan h trc tuyn

2.1.3.2 c im:

B my qun l t chc ti cng ty c t chc theo m hnh trc tuyn. Ban

gim c c quyn hng cao nht ,v chu trch nhim chung trong cng tc qun l


Gim c

Ph gim chghkgfh

Ph gim c

Cc phng ban trc thucCc phng ban nghip v

Phng khoch kinh

doanh

Phngdn s

Phng kthut

Phng tichnh k

ton


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ca ton cng ty. Cn b, cng nhn vin chp hnh cp lnh o ca mnh. Lnh o

cc b phn chu trch nhim v mi hot ng ca b phn vi lnh o cp cao hn.

2.1.3.3 Chc nng v nhim v ca cc b phn:

Gim c: l ngi ng u cng ty, iu hnh, quyt nh cc vn lienquan n cc hot ng kinh doanh ca cong ty. Ban hnh qui ch qun l ni b cng

ty. L ngi chu trch nhim trc php lut v mi hot ng ca cng ty. Tuyn

dng lao ng, b nhim, min nhim, khen thng v k lut cn b nhn vin theo

ng quy nh ca nh nc.

Ph gim c: l ngi gii quyt cng vic trong phm vi gim c giao tham

mu v cc lnh vc lin quan. Mi ph gim c c phn cng iu hnh mt s

lnh vc nht nh v chu trch nhim trc tip vi gim c v cng vic c giao.

Phng ti chnh k ton: tham mu trong vic lp k hoch ti chnh ca cng

ty. Thc hin tt cng tc k ton theo quy nh ca nh nc. Hng dn cc n v

trc thuc trong cng tc kim tra quyt ton, giao dch vi ngn hng v cc t chc

ti chnh khc.

Phng k hoch kinh doanh: phn tch v tng hp s liu thng k trn c

s, tham mu cho gim c v tnh hnh pht trin ca cng ty. Lp k hoch v a

ra cc phng n kinh doanh, xy dng cc quy ch, quy nh, d tho cc hp ng

kinh t, t chc cng tc php l theo ng php lut.

Phng dn s: phn cng trch nhim, cng vic cho cn b, cng nhn vin.

Ngoi ra, cn t chc cc hot ng phc v cho cng tc lu tr tin lng, v t

chc s tuyn lao ng ph thng cho cng ty

Phng k thut: m nhn cng vic kim tra tnh hnh my mc thit b phc

v cho cng tc u thu xy dng. Xem xt tnh kh thi ca cc d n u t.

2.1.4 Mc tiu hot ng kinh doanh:

2.1.4.1 Mc tiu kinh doanh:

Hot ng kinh doanh nhm mc ch cung cp cc sn phm v sn phm

trang tr ni ngoi tht, dch v vn ti hng ha phc v cho xy dng. Mua bn k

gi hng ho nhm to ra li nhun cho cng ty, to iu kin cho cng ty m rng v

pht trin th trng, gii quyt vic lm cho mt b phn ngi lao ng v ng gp



22/64


vo ngn sch nh nc. Cng c th trng vn, nghin cu, tip cn v khai thc th

trng mi.

2.1.4.2 Ni dung hot ng kinh doanh ca cng ty:

Kinh doanh cc mt hng m nh nc cho php, kinh doanh hng trang tr ni

tht, dch v vn ti.

Chuyn mua vo, d tr v lu thng hng ha phn phi ti th trng min

Trung v Ty Nguyn.

Sn phm kinh doanh

Cc sn phm gch men:

Thng hiu gach men PrimeThng hiu gch men CMC

Thng hiu gch Vnh Phc

Thng hiu gch Hon M

Thng hiu gch Tn Bnh

Xi mng Vissai

St thp cc loi

2.1.5 Nhng mt thun li v kh khn nh hng n Cng ty c phnvt t thit b v u t xy dng M.E.I

2.1.5.1 Nhng c im ca th trng vt liu xy dng Vit Nam

Hin nay, ngnh vt liu xy dng ang pht trin mnh m. C nc c rt

nhiu thnh ph mi ni pht trin vi tc nhanh. V vic xy dng c s h tng

l vic rt cp thit i cc thnh ph ny. c bit l cc tnh thnh ph min Trung

v Ty Nguyn v Nng c nh gi l thnh ph nng ng, pht trin nhtmin Trung. iu by cho ta thy c nhu cu xy dng rt cao. V vy m ngnh v

liu xy dng cn ang trong giai on pht trin. nh hng quy hoch pht trin

cc chng loi VLXD n nm 2020 l tip tc u t pht trin cc loi vt liu c

bn nh: xi mng, vt liu p lt, s v sinh, knh xy dng... ng thi ch trng pht

trin cc loi vt liu mi thn thin vi mi trng. T nh hng ny c th thy

mt trong nhng gii php i vi cc DN VLXD l: Tp trung nghin cu, u t



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pht trin cc loi VLXD mi theo nh hng ny. Nu tt c cc DN cng cung ng

chng loi sn phm nh nhau th nhng sn phm mi, p dng cng ngh mi s

em li li th cho DN y trong vic cnh tranh trn th trng.

Cng ty ch yu tp trung vo th trng Nng nn c nhng mt thun li v khkhn sau:

Thun l cho doanh nghip:

Th trng Nng vi dn s gn 1 triu ngi l mt trong nhng trung tm

tiu dng ca khu vc Min Trung v Ty Nguyn ang ngy mt pht trin vi tc

tng trng cao.

Nhng c im ca ngi tiu dng Nng cng gn vi nhng c im

ca th trng tiu dng Vit Nam hin nay, do cc cng ty hot ng trong nghnh

bn l ti th trng Nng s chu nh hng t xu th hi nhp. ng thi cc

cng ty cng s c nhng c hi mi trong kinh doanh, song song vi l thch thc

mi.

Th trng tiu dng rng ln vi tc pht trin cao qua cc nm.

Nm bt c thi quen, tp qun tiu dng ca tng i tng khch hng.

Nh vy, th trng Nng cng em li cho cng ty ang hot ng trong

ngnh bn l c nhng thun li v kh khn thch thc mi

Kh khn i vi doanh nghip:

- Cng ty mi thnh lp cha lu nn cn yu v ti chnh, thiu kinh nghim

qun l hin i.

-Xut hin nhiu i th cnh tranh tham gia ngnh ti th trng Nng nh

vi lc lng bn hng chuyn nghip ang c nhiu li th cnh tranh.

- Nng ang trn pht trin nn c nhiu cng ty kinh doanh vt liu xydng ra i y cng l thch thc ln i vi cng ty ti th trng Nng. Nhng

im yu ca cng ty l th mnh ca cng ty khc khi tham gia vo th trng ny. V

vy cng ty cn c nhng chin lc hp l hn tip tc pht trin trong kinh

doanh.

Hin nay, cng ty ang cnh tranh vi cc i th c s chuyn mn ho cao

trong bn hng. Vi lc lng bn hng c chuyn mn ho hin nay, cc i th

cnh tranh ang c nhiu u th trn th trng so vi cng ty. Do vy vic xc nh



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li th cnh tranh ct li cho i ng bn hng: s ch ng v hiu qu l rt cn thit

i vi lc lng bn hng ti cng ty. Vi nhng gi tr to ra cng ty s gi c

khch hng hin ti, ng thi thu ht thm c cc khch hng mi khi th trng

ngy mt gia tng.2.1.6 Mi trng vi m

2.1.6.1 Khch hng

- Nng l trung tm tiu dng ca min Trung v Ty nguyn. Tc pht

trin kinh t cao, mc tiu dng hng nm sau tng hn nm trc. Tc pht trin

nhanh ca th trng s l nhng c hi kinh doanh tt cho cng ty.

- Tc pht trin kinh t khong 6.5% nm 2009. Cc khch sn,nh hng lin

tc mc ln. Nhu cu ca khch hng tng ln,qua to ng lc cho cng ty cung

ng ngun vt liu xy dng

- S pht trin ca th trng i hi cng ty cn phi xy dng mt i ng

bn hng hp l nhm m bo s bao ph th trng, ng thi nng cao hiu qu

kinh doanh.

- ng trn gic ca ngi s dng khi mua vt liu xy dng, a s h c

tm l quan tm nhiu n gi c. Bi l, h thng mua vi khi lng ln, nht li vi cc cng trnh xy dng nh bn cng, nh xng, cu cng hay cc cao c.

Do vy, mt bin ng nh v gi c c th lm cho chi ph mua ca khch hng thay

i ng k.

2.1.6.2 i th cnh tranh

i th cnh tranh ca cng ty l cc nh phn phi cung cp sn phm tng

t. Cnh tranh ang l thch thc i vi cng ty, nhng i th cnh tranh ang phn

phi hng trn thi trng Nng h cng c b dy lch s, cc sn phm cthng hiu trn th trng, i ng bn hng chuyn mn ho, c kinh nghim v c

li th ln trn th trng.

K ra phi c cc i th cnh tranh nh:

- Cng ty c phn TM-DV Hng Cng

- Cng ty TNHH Ngc Anh

- Cng ty Minh Ton



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Nh vy vic bn ng thi nhiu loi sn phm khc nhau so vi vic bn mt

sn phm to kh khn cho nhn vin hin ti ca cng ty. V y l thch thc i

vi i ng bn hng trong thi gian ti.

2.1.6.3. Nh cung cp:L nh phn phi chnh thc ca cng ty sn xut gch men: Thng hiu gch

men CMC, Prime, Vnh Phc, Hon M, Tn Bnh v nh sn xut xi mng Vissai, st

thp cc loi. Vi ngun hng n nh, cht lng sn phm c nh gi cao, gi c

t bin ng. Bn cnh cng ty nhn c nhiu h tr t nh cung cp ngoi tnh:

Trong qu trnh tuyn dng v hun luyn nhn vin bn hng, h tr vic bn hng.

Tuy nhin, cng ty cng chu nhiu p lc t pha nh cung cp:

- p lc v s lng sn phm phi mua tng ln hng nm.

- p lc ti chnh: Cng ty phi thanh ton ton b tin hng trc khi c

nhn hng. Trong khi , s lng mua ln, gi thnh li cao.

- p lc do mt th phn kinh doanh nu nh cung cp m rng phn phi.

2.1.6.4 Cc trung gian

L cc c s kinh doanh h tr cho cng ty trong vic lm tng hiu qu kinh

doanh, h tr bn hng, giao hng n tn ngi tiu dng. Cng ty c cc trung gian

sau:

Trung gian ti chnh: Cc ngn hng u t v pht trin Nng, Ngn

hng cng thng Nng v mt s ngn hng c phn khc l trung gian ti chnh

ca cng ty, nh vo s to c uy tn ca cng ty i vi cc trung gian ny nn h

rt quan tm v m bo ngun vn kinh doanh cho cng ty, u i tn dng cho cng

ty trong vic vay vn tn dng to iu kin thun li cho cng ty trong hot ng sn

xut kinh doanh. Cc c s dch v marketing nh l cc cng ty qung co, s thng

mi, cc hng truyn thng. Cc hng t vn v marketing h tr cho cng ty trong

vic hoch nh cc chnh sch marketing v c ng gii thiu sn phm.

2.1.6.5 Gii cng chng ca cng ty bao gm:

Vi mc ch to iu kin thun li cho cng ty to dng c th mnh, pht

trin lu di th cng ty phi to c hnh nh, c mi quan h tt p vi gii cng

chng:



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Cng lun: Cng ty phi to c lng tin i vi cc t chc cng lun

nh bo ch, tp ch, truyn hnh, truyn thanh h bo v v pht trin nhn hiu

ca cng ty trn th trng.

Cng chng a phng: Cng ty thit lp cc mi quan h vi aphng ni cng ty t tr s nh tham gia gp tin cho qu khuyn hc, tham gia ti

tr cho cc gii bng ca a phng.

Cng chng ni b: Cng ty phi to iu kin lm vic tt cho cc

nhn vin, h cm thy thoi mi vui v trong khi lm vic t h s gn b cng

hin ht mnh cho cng ty.

2.1.7 Hot ng marketing ti cng ty MEICO:2.1.7.1. Chnh sch sn phm:

Phng chm ca cng ty l lun mang n cho khch hng nhng sn phm

cht lng v dch v tt nht c th tho mn khch hng.

Vi cc sn phm phc v bn cho khch hng cng ty lun lun quan tm

v cht lng ca sn phm, coi cht lng sn phm l s sng cn ca cng ty v

nh sn xut v c bit gi c hp l.

Vic bo qun sn phm lun c cng ty t ln hng u trong vic qun l

v phn phi sn phm ra th trng.

Mt s c im ca sn phm: Chim din tch rng, hng lu bn, d vn

chuyn, nhy cm vi chu k kinh doanh ca nn kinh t. V vy cn i hi bn hng

trc tip nhiu hn, dch v nhiu hn v li nhun nhiu hn. Do cc thnh phn vt

liu ny c tiu chun ha, nn thng thng ga c v mc tin cy ca ngi

cung ng l iu quan trng. Gi c v dch v l vn marketing quan trng, cnnhn hiu v qung co c xu hng tr nn t quan trng hn.

2.1.7.2 Chnh sch gi:

Cc sn phm cng loi cng ty kinh doanh hin nay ang rt ph bin trn th

trng, nhiu i th cnh tranh cung cp nhng sn phm cnh tranh, do chnh

sch gi cng ty a ra cng rt linh hot ph hp vi mi quan h cung cu trn th

trng, da vo mc gi ca nh sn xut a ra. Ngoi ra nhng sn phm ca cng



27/64


ty cng c tnh thi v thng vo ma ma tc tiu th chm hn so vi ma nng

do nhu cu xy dng thp. V vy gi c sn phm ca cng ty cng lun c iu

chnh ph hp nhm kch thch tiu dng.

Gi bn = Gi nhp + Chi ph thc t + nh mc li nhun2.1.7.3 Phn phi v chnh sch phn phi:

Cng ty l knh phn phi cp mt ca c nh sn xut. Di y l s

mng li phn phi ca cng ty.

Hnh 2: S knh phn phi ca cng ty hin nay:

Trong :

Knh 0 cp: Cng ty bn trc tip cho ngi tiu dng. Khch hng y l l cc

h gia nh, c nhn c nhu cu s dng sn phm ca cng ty.

Chnh sch phn phi ca cng ty i vi knh 0 l bn trc tip vi gi bn

ca cng ty a ra.

Knh 1 cp: Cng ty bn sn phm cho cc ca hng bn l h bn li cho

ngi tiu dng, Hin nay s lng khch hng l cc ca hng bn l chim s lng

ln trong h thng phn phi ca cng ty trn ton thnh ph nng.

Chnh sch phn phi ca cng ty i vi lnh cp 1 ny l bng cc hp ng,

cc hp ng ny c k t u nm.Knh 2 cp: Cng ty bn bun qua cc i l trung gian, ri cc i l ny phn

phi li cho cc ca hng v ca hng bn li cho ngi tiu dng.

2.1.7.4 Truyn thng c ng:

Hot ng truyn thng c ng ca cng ty, phi hp vi nh sn xut ch yu

nhm vo vic gii thiu cc sn phm mi, nhng thay i v gi ca sn phm bng

t ri, bng rn, phim qung co ti th trng Nng. i vi cc hot ng xc


Knh 0 cp

Knh 1 cp

Knh 2 cp

Cng

ty

Khchhngtiud

ng

Ca hng

i l Ca hng


28/64


tin bn hng, ngoi vic h tr cho cc sn phm mi ca nh sn xut, cng ty lun

to ra nhng chng trnh khuyn mi: Tng qu, gim gi, cho php tr chm, lun

chuyn n.... nhm thu ht khch hng trong vic bn sn phm. y cng l im

mnh ca cng ty so vi i th cnh tranh.

2.2. Tnh hnh hot ng kinh doanh ca cng ty c phn MEICO

2.2.1. Phn tch tnh hnh ti sn v ngun vn ca cng ty:

Phn tch tnh hnh ti chnh ca cng ty s cho ta mt ci nhn tng qut v

thc trng hot ng ca cng ty trong thi gian va qua c kh quan hay khng.

Thng qua vic phn tch tnh hnh ti chnh ca cng ty s gip cc nh qun tr c

ci nhn chn thc hn v tnh hnh hot ng hn v cng ty t gip cc nh quntr ra cc quyt nh ph hp hn ci thin tnh hnh hot ng ca cng ty tt

hn.

Bng 2.3: BNG CN I K TON

(VT: ng)

Ch tiuNm 2007 Nm 2008 Nm 2009

A. Ti snI.TSLD 28.819.243.890 48.993.466.790 48.031.882.9301. Tin 1.255.587.306 3.549.262.506 1.743.974.7252. Cc khon phi thu 52.673.623 3.624.627.748 12.112.899.745

3. Hng tn kho 23.815.632.110 36.037.058.250 31.037.148.7404. Ti sn khc 3.221.250.850 5.782.518.290 3.137.859.728II.TSC 23.140.781.090 36.229.704.861 103.488.571.581TNG CNG TI SN 51.960.024.980 85.323.170.651 151.520.464.511B.Ngun Vn

I. N phi tr 41.671.055.420 74.267.196.440 70.174.143.9101. N ngn hn 36.554.381.170 64.641.654.320 62.917.704.8602. N di hn 5.116.674.250 9.625.542.125 7.256.439054II. Ngun vn CSH 10.288.969.559 11.055.974.213 81.354.720.5991 Vn CSH 10.352.002.752 10.928.163.418 80.701.182.9362. Qu khen thng (63.033.193) (127.810.795) (653.537.663)TNG CNG NGUN VN 51.960.024.980 85.323.170.651 151.520.464.511

( Ngun: t phng k ton)

Nhn xt:



29/64


Trong c cu ti sn ca cng ty trong ba nm qua th ti sn lu ng lun

lun chim mt t trng ln nh nm 2007 chim t trng 50.1% cn ti sn c nh

chim khong 40.3%. iu ny cho thy hin cng ty duy tr chnh sch ti chnh kh

an ton, iu ny gip cng ty c th nng cao kh nng thanh ton cc khon n mt

cch nhanh chng. Tuy nhin trong ti sn lu ng ca cng ty th tn kho ca cng

ty trong ba nm lun chim t trng ln, hn 82% ti sn lu ng ca cng ty, iu

cho thy chnh sch tn kho ca cng ty cha hp l, c th lm gim gi tr ca

sn phm do tn kho qu nhiu s dn n tnh trng hng b h hng. Vic duy tr qu

nhiu ti sn lu ng s gip cng ty ch ng hn trong thanh ton nhng li lm

cho li nhun ca cng ty gim.

Qua quan st bin ng qua cc nm t 2007-2009 thy rng cng ty khng

ngng u t ti sn v vy tng ti sn tng nhanh trong 3 nm, nm 2009 tng263.6%. Mt im ng ch trong tng ti sn chnh l s chnh lch gia ti sn

ngn han v di hn qua cc nm. Trong , nm 2007 t l chnh lch gia ti sn

ngn hn v ti sn di hn l 124.5% cho n nm 2009 l 46.4% gim rt mnh. Do

tc ng ca hi nhp m ca th trng ca Vit Nam khi gia nhp WTO, nm bt c

hi m ca th trng khi Vit Nam gia nhp WTO to c th mnh trong cnh

tranh nn cng ty mnh dn u t vo ti sn nhm tm kim li nhun.

Ngoi ra qua bng s liu trn ta thy ngun vn ca cng ty c xu hng tng

nhanh theo tng nm trong tng ngun vn ca cng ty l chim t trng tng nhiu

nht l hn 790% mt con s qu tt cho cng ty khi m lng tin ca cc nh u t c

vng chc hn theo l s n ca cng ty t c s thay i nhiu. Tuy nhin ngun vn

ca cng ty ch yu s dng nhiu ngun vn ti tr bi ngn hn. iu ny cho thy

hin cng ty ang duy tr mt chnh sch ti tr tn cng, nu trong iu kin thun li th

n s mang li cho cng ty mt mc li nhun cao, tuy nhin nu trong nhng iu kin

kh khn n hn phi tr. Mc d vy vi vic duy tr kh nhiu ti sn lu ng th cng

phn no gip cng ty ch ng hn trong vic thanh ton cc khon n ngn hn.

2.2.2 Tnh hnh kt qu hot ng kinh doanh

Bng 2.4: KT QU HOT NG KINH DOANH CA CNG TY

TRONG THI GIAN 2007-2009

(VT: Tr.ng)



30/64


TT Cc ch tiu 2007 2008 2009

Tc pht trin2008/2007 2009/2008

CL TL (%) CL TL (%)

1

Tng Doanh

thu 123.355 137.321 148.531 13.966 111,32 11.210 108,162 Tng chi ph 113.486 124.795 136.295 11.309 109,96 11.500 109,21

a

Ga vn hng

bn 104.617 115.481 126.251 10.664 110,17 10.77 109,32b Chi ph QLDN 2.720 2.740 2.929 20 100,73 189 106,89

cChi ph bnhng 784 1.112 1.325 325 181,83 213 119,15

d Chi ph dch v 3.040 3.347 3.502 307 110,0987 355 110,60

e Chi ph ti chnh 2.325 2.115 2.288 90 103,871 73 103,02

3Li nhun trcthu 9.869 12.526 12.236 2.657 126,9227 -290 97,68

4Li nhun sauthu 7.105 9.019 8.810 1.914 126,9388 -209 97,68

(ngun t phng k

ton)

Nhn xt:

Qua bng 2.4 ta thy doanh thu ca cng ty tng nhng c chiu hng gim

th hin: Nm 2008 tng ln so vi nm 2007 l 11,32% ( 13966 tr.) cho n nm

2009 tng 8,16% ( 11210 tr. ) gim 3,02% ( 2756 tr. ) do cng ty a ra nhng

chnh sch, phng hng pht trin mi ph hp vi nn kinh t th trng v

chnh sch ca nh nc ( tht cht tin t, gim xut khu bnh n tnh hnh lm

pht trong nc ). Chi ph ca cng ty trong 03 nm bin ng khng ng k: Nm

2008 tng ln so vi nm 2007 l 9,97% ( 11309 tr. ), nm 2009 tng ln so vi nm

2008 l 9,21% ( 11500 tr. ). Chi ph tng cao l do th trng bin ng mnh, gi

nguyn liu, chi ph vn chuyn v cc chi ph khc tng cao ( lm pht ).Li nhun ca cng ty c xu hng gim c biu hin: Nm 2008 li nhun

tng ln so vi nm 2007 l 26,9% ( 2657 tr. ) nhng n nm 2009 li nhun li

gim hn so vi nm 2008 l 2,3% ( 290 tr. ). Nguyn nhn l do doanh thu c tng

nhng theo chiu hng gim bn cnh chi ph tng nhng khng bin ng nhiu

lm cho li nhun gim, bn cnh do nh hng chung ca nn kinh t th gii

ang b khng hong lm cho cng tc xut khu ca Cng ty gp kh khn.

Cng thc:


Li nhun trc thu = Tng doanh thu Tng chi ph


31/64


( Ngun: BG kt ton thng mi )

Tm li: Cng ty kinh doanh c li mc d 2009 li nhun thp hn nm 2008

nhng trong bi cnh kh khn ca nn kinh t th gii cng ty khc phc nhng

kh khn v a ra nhng chnh sch, phng hng ph hp nng cao hiu qu

kinh doanh. iu ny th hin s nng ng, nhy bn ca b my lnh o Cng ty

MEICO. y l tin cng ty pht trin mnh trong tng lai.

2.2.3 Phn tch cc thng s ti chnh

Bng 2.5: Bng phn tch cc thng s ti chnhNhm thng s Cc thng s 2007 2008 2009

Kh nng thanh ton Kh nng thanh ton hin thi =

TSNH / N NH

0.708 0.664 0.685

Kh nng thanh ton nhanh =

Tin mt & cc khon tng

ng tin & phi thu KH / N

NH

0.71 0.698 0.857

Thng s n N trn vn ch = Tng NNH

& DH / tng vn ch

3.98 6.75 0.87

N trn ti sn = Tng n NH

& DH / Tng TS

0.72 0.88 0.46

Kh nng sinh li/

doanh s

Li nhun gp bin = LN Gp /

DT thun

0.02 0.02 0.039

Li nhun rng bin = LNthun sau thu / DT thun

0.0023 0.0026 0.0021

Kh nng sinh li/

vn u t

Thu nhp trn tng ti sn = LN

sau thu / Tng TS

0.0094 0.0078 0.0046

Thu nhp trn vn ch = LN

sau thu / VCSH

0.052 0.06 0.0087

Vng quay ti sn = DT thun /

Tng TS

3.65 3 2.254

( Ngun t phng k ton)



32/64


Phn tch cc thng s ti chnh

Kh nng thanh ton:

Trong giai on t 2007 2009 c th nhn thy rng thng s kh nng thanh

ton hin thi lun nh hn 1, v iu ny cho thy thng s kh nng thanh ton hinthi tng ti sn ngn hn khng m bo dc n ngn hn ca cng ty v kh nng

thanh ton nhanh cng th hin iu ny. C th tm thi kt lun rng cng ty hin

ang duy tr tng i kh nhiu lng hng tn kho v ti sn ngn hn kh nhng

thp. iu ny gii thch ti sao trong thi gain gn y cng ty lun n lc trong cng

tc qun l tn kho nhm lm gim lng hng tn kho, tng kh nng thanh ton

nhanh ca cng ty.

V cng ty ang duy tr mt khon n ngn hn cao. Mt ng vn b ra khng

m bo dc 6.75 ( cao nht).

Tm li, thng s kh nng thanh ton ca cng ty ch ra rng cng ty cha p

ng dc cc khon n ngn hn.

Thng s n:

- N trn ti sn: Thng s ny c duy tr mc kh thp, dao ng t 0.46

0.88, ch ring nm 2007 mc 0.72. thng s ny c ngha quan trng v n biu

hin mi quan h gia tng n v tng ti sn ca cng ty, biu din t l phn trm ti

sn c ti tr bng vn vay. Cc con s ny tng i thp. iu ny chng t cng

ty c chnh sch vay vn u t tng i hp l. Cng ty to ra lp m an ton

cng ty c th huy ng ngun vn bn ngoi u t cho cc hot ng ca cng

ty nh c mc ri ro thp.

- N trn vn ch: C th d dng nhn thy thng s ny khng n nh v

mc chnh lnh qua cao qua cc nm. Trong cao nht l 2008 vi 6.75 thp nht lnm 2009 vi 0.87. V thng s trn cho thy c chnh sch vay n ca cng ty

cha hp l trong hai nm 2007- 2008 khin cc ch n thiu tin tng vo kh nng

hon tr tc l mc ri ro cao.Mc an ton ch c ci thin trong nm 2009

to lp m an ton cho cc nh u t.Tuy nhin, con s ny cng khng qu ln

cc ch s hu phi ch ti n. Thng s ny kt hp vi cc thng s n trn ti

sn khng nh chnh sch vay vn ca cng ty tng i hp l. V cho thy c

cng ty cn l thuc qu nhiu v cc khon n.



33/64


Thng s kh nng sinh li:

- Kh nng sinh li trn doanh s: thng s li nhun gp bin ca cng ty

c duy tr mc tng i n nh. iu ny chng t hot ng sn xut v

marketing ca cng ty c duy tr n nh qua cc nm. Tuy nhin, cng ty cha thts n lc nhiu trong vic ct gim chi ph, nng cao hiu qu s dng nguyn vt

liu. Thng s li nhun rng bin tng i n nh qua cc nm, cho thy h thu

c 0.0026 ng trn mi ng doanh s. Qua cng ty cn c nhng k hoch hp

l trong vic ct gim chi ph v tn dng ti a cc ti sn.

- Kh nng sinh li trn vn u t: Vng quay ti sn ca cng ty kh cao

cho bit hiu qu tng i ca cng ty trong vic s dng ti sn to ra doanh thu.

Thng s thu nhp trn ti sn qua mi thi k lun ln hn 20%. Trong khi , thngs thu nhp trn vn ch cho ta bit hiu qu ca doanh nghip trong vic to ra thu

nhp cho c ng ca h, tnh hnh ny kh quan hn trong nhng nm sau . Thng

s ny em li cho c ng s yn tm khi u t vo . iu ny em li cho

cng ty c hi u t ln v kh nng qun l chi ph hiu qu.

2.2.4 Tnh hnh thc hin doanh thu:

Bng 2.6: BNG TNH HNH DOANH THU CA CNG TY

(VT : Tr.ng)

( Ngun : Phng kinh doanh )

Nhn xt:


Nm K hoch Thc hin % K hoch % so vi nm trc

2007 102.000 123.355 121,9 118,5

2008 108.000 137.321 127,14 111,32

2009 115.000 148.531 129,2 108,2


34/64


Nhn chung tng doanh thu ca cng ty tng ln qua cc nm nhng c xu

hng gim th hin nm 2007 so vi 2006 tng 18,5%, n nm 2008 tng cn

11,32% v nm 2009 tng 8,2%. Bn cnh tnh hnh hnh thc hin doanh thu ca

cng ty lun vt ch tiu c th: nm 2007 vt k hoch 21,9%, nm 2008 vt khoch 27,14%, nm 2009 vt ch tiu 29,2% iu ny th hin cng ty c s pht

trin kh vng chc, c s n lc c gng vt ch tiu ra. V vy cng ty c

nhng chnh sch tt, ph hp tng bc m rng hot ng ca mnh ln na.

Bng 2.7 BNG C CU DOANH THU

(VT: Tr.ng)

Tiu thc Nm 2007 Nm 2008 Nm 2009 Tc pht trin

Gi tr TT(%)

Gi tr TT(%)

Gi tr TT(%)

2008/2007 2009/2008

Doanh thu

HKD

119.276 96,69 131.930 96,1 142.210 95,7 110,6 107,8

Doanh thu

HDV

4.079 3,31 5.391 3,9 6.321 4,3 132,16 117,25

Tng

doanh thu

123.355 100 137.321 100 148.531 100 111,32 108,16

( Ngun: Phng kinh doanh )Nhn xt:

Qua bng 2.7 ta thy tng doanh thu c s chuyn dch c cu doanh thu th

hin: nm 2007 doanh thu hot ng kinh doanh chim 96,69%, nm 2008 chim

96,1%, nm 2009 ch cn chim 95,1% trong khi doanh thu hot ng dch v tng

t nm 2007 chim 3,31% sang n nm 2008 chim 3,9% n nm 2009 chim 4,3%.

iu ny chng t cng ty bc u u t v thu c mt khon kh ln t hot

ng dch v (nm 2007 t c 4.079 tr.ng, nm 2008 t dc 5.391 tr.ng,

nm 2009 t c 6.321 tr.ng).

Tm li: Tnh hnh thc hin doanh thu ca cng ty c s tng trng, hng

nm u vt k hoch ra. Chnh v th cng ty cn c s hoch nh cc chnh

sch, phng hng ngy cng pht trin v m rng hoat ng ca mnh

2.3 Thc trng cng tc t chc lc lng bn hng v hiu qu hot ng

ca lc lng bn hng ti cng ty MEICO



35/64


2.3.1 C cu t chc lc lng bn hng

C cu lc lng bn hng ca cng ty hin nay l c cu trc tip.

Hnh 3: C cu t chc lc lng bn hng

C cu t chc lc lng bn hng ca cng ty c t chc t v tr lnh o

cp cao ca cng ty l ph gim c kinh doanh v xuyn sut n cc nhn vin bn

hng. Trung gian qun l bn hng gii s iu hnh ca ph gim c v trngphng kinh doanh. Vi c cu t chc lc lng bn hng nh hin nay c th gip

nh qun tr cp cao nm bt c ton b hot ng ca lc lng bn hng, c th

thc y vic to ra quyt nh chp nhong, thc hin quyt nh nhanh chng v k

lut cht ch. ng thi vi c cu ny vic phn hi thng tin t pha nhn vin ti

nh qun l ca cng ty mt cch nhanh chng, gip cho qu trnh trao i thng tin

gia nhn vin v lnh o c thng nht v nhanh chng.

B phn bn hng c chia lm hai mng:

Mt l ti cng ty chu trch nhim gii p cc thc mc ca khch

hng, nhn cc n t hng thng qua in thoi hoc khi khch hng trc tip n

ti cng ty xem hng mu, thng lng mua v vi iu kin lm vic nh vy nn

nhn vin n chim t l ln.

Th hai l hot ng trn th trng chu trch nhim tm kim, bn snphm, tip xc khch hng, thu thp v bo co nhng tin tc v khch hng, th

trng

2.3.2 Cu trc lc lng bn hng ca cng ty c phn MEICO

Hin nay, lc lng bn hng ca cng ty c t chc theo cu trc hn hp:

Trn th trng Nng hin nay, cc khch hng ca cng ty c phn loi

bao gm; Khch hng mua s; khch hng mua l v khch hng mua nh l.

Nh vy trn mt khu vc a l nht nh cc i tng khch hng khc nhau

s c phc v bi cc nhn vin bn hng khc nhau.


PH GIMC KINH

DOANH

TRNGPHNG KINH

DOANHNHN VINBN HNG


36/64


Vic la chn nhn vin ph trch nhm khch hng no, s lng bao nhiu l

ph thuc vo trnh , kinh nghim v thm nin ca h. Vi vic la chn ny, u

im l cng ty s dng c nhng nhn vin gii, c nhn nhn qua thc t cng

vic. Tuy nhin, nhc im l n khng tn dng c ht ngun lc ca nhn vin,c th lm tng chi ph cho nhn vin khi trong cng mt khu vc th trng.

Hin ti cng ty phn chia khu vc bn hng theo tiu ch a l. y l cch phn

chia khu vc n gin nht, ch da vo phn chia ranh gii hnh chnh ca cng ng

dn c. Th trng ca cng ty l Min Trung v Ty Nguyn. Th trng ang nghin

cu l th trng Nng.

2.3.3 Ngun lc lao ng ti cng ty:Nhn vin l mt phn to nn s thnh cng cho cng ty, s bin ng v s

lng nhn vin trong cng ty s th hin mt phn no tnh hnh hot ng ca

cng ty. Hin nay, phng n s dng lao ng ca cng ty ph thuc vo nng lc v

nguyn vng ca ngi lao ng. ng thi nhm cng ty hot ng c hiu qu

tnh hnh s dng lao ng ca cng ty c th hin nh sau:

Bng 2.8: Bng thng k s lng lao ng qua cc nm 2007-2009

(VT: Ngi)

Ch tiuNm 2007 Nm 2008 Nm 2009

SL TL% SL TL% SL TL%

Tng s lao ng 146 100 149 100 158 100

Trnh chuyn mn

i hc 3 4.2 7 8.4 15 10

Cao ng-Trung cp 40 41.7 48 33.5 55 36.7

Lao ng ph thng 103 62.5 94 58.1 88 53.3

Gii tnh



37/64


N 25 25 24 26.6 30 30

Nam 121 75 125 73.4 128 70

( Ngun:Phng dn s)Nhn Xt:

V trnh chuyn mn: Do c im ca ngnh kinh doanh v u t xy

dng nn cng ty s dng nhiu lao ng ph thng v ch yu l s dng lao dng

nam. Lao ng ph thng chim 62.5% nm 2007, 53.3% nm 2009 lao ng ca

cng ty v s lao ng ny s c xu hng tng ln do vic m rng quy m. Tuy

nhin trnh i hc cn thp so vi tng s lng nhn vin v n c s tng nh

gia cc nm, y l b phn quan trng lnh o cng ty gip cng ty ngy mt pht

trin.Xt v gii tnh: Do c im ngnh kinh doanh thng mi VLXD , li xe,

bc vc, lun phi tip xc, di chuyn ngoi th trng nn i hi nhn vin cn c

sc kho v chu nhiu p lc nn c cu lao ng nam chim a s trong cng ty.

Trong n gii ch lm cc cng vic vn phng: K ton, xut nhp kho v thng

k v t hng, bn hng ti quay. Nam gii ch yu l nhn vin th trng, bn hng

v tm kim khch hng mi trn th trng ca mnh.

Tng s lao ng tng u qua cc nm iu ny chng t th trng kinh

doanh pht trin nhu cu v nhn s ca cng ty tng ln v ch yu l nhn vin pht

trin th trng. c bit cn mt im ng ch chnh l t l lao ng n ch yu

l c lm vic bn hng ti cng ty. Cn nhn vin nam th hot ng ngoi th

trng.

2.3.4 Tnh hnh s dng ngun lao ng ti cng ty.

Trong s thnh cng ca cng ty, c nhiu yu t kt hp thnh, nhng ngun

lao ng l mt yu t quan trng nht. c s nh gi y v ngun lao ng

ca cng ty th ta cn xem xt v nh gi c cu lao ng thng qua bng 2.9 nh

sau:

Bng 2.9: C CU LAO NG TRONG CNG TY MEICO

( VT:Ngi)



38/64


(Ngun:phngnhn s)


TT Ch tiu

Nm 2007 Nm 2008 Nm 2009

s

lng

Ttrng

(%)

S

lng

Ttrng

(%)

s

lng

Ttrng

(%)

ILao ng gin

tip 33 22,06 35 23,49 43 19,44

1 Ban gim c 1 3,03 3 2,86 3 2,38

2Phng t chc

hnh chnh 4 12,12 5 11,43 5 11,9

3Phng kinhdoanh 11 33,33 14 37,14 16 38,1

4

Phng ti chnh

k ton 3 9,09 5 8,57 4 9,525 Phng k thut 6 18,18 10 17,14 15 16,67

6 Phng dn s 5 15,15 5 14,29 6 14,29

7 Bo v 3 9,09 3 8,57 4 7,14

IILao ng trc

tip 113 77,4 114 76,51 115 73,42

Tng 146 100 149 100 158 100


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Nhn xt:

trong c 3 nm trng lao ng gin tip lun nh hn nhiu so vi lao dng trc

tip. C th l : nm 2007 tng s lao ng gin tip c 33 ngi trn 146 lao ng

ton cng ty chim t trng 22,60% , trong khi lao ng trc tip c 113 , t l l77,40 % . Nm 2008 lao ng gin tip c s lng la 35 lao ng chim 23,49%

trong khi lao ng trc tip c 114 lao ng chim 76,51%.n nm 2009 th cng

ty c n 42 lao ng gin tip chim t trng ny cng cao, iu ny lm cho t trng

lao ng trc tip lin tc gim xung nhng li tng ln theo s lng , ngc li t

trng lao ng gin tip li lin tc tng ln. iu cho thy nhng nm gn y

cng ty c s iu chnh gia lao ng trc tip v lao ng gin tip cho ph hp vi

c im SXKD ca mnh l doanh nghip kinh doanh vt liu xy dng nn lao ng

trc tip chim t trng ln cung l iu d hiu.

i su xem xt b phn lao ng gin tip ta thy : trong s nm phng ban

th phng kinh doanh lun c s lao ng ng nht . t trng lao ng ca phng

trong cc nm lun chim t 30 n 40 % trong tng s tng lao ng gin tip . S d

c s khc bit nh vy cng xut pht t vic hoat ng kinh doanh thng mi ca

Cng ty rt pht trin, khi lng cng vic ln i hi nhiu lao ng, cho nn nhn

vin trong phng kinh doanh phi nhiu hn cc phng khc. Nhn vin trong phng

kinh doanh bao gm nhn vin bn hng , nhn vin marketing , nhn vin qung co

2.3.5 Tnh hnh bin ng lao ng ca cng ty

Bng 2.10 Tnh hnh bin ng lao ng trong cng ty MEICO

(VT: Ngi)

TT Ch tiuNm 2005 Nm 2006 Nm 2007

SL (ngi) T l (%)SL(ngi)

Tl(%)

SL(ngi)

Tl(%)

I Lao ng gin tip 33 100 35 100 43 100

1S nhn vin chuyni 5 15,15 6 17,14 5 11,9

2 S nhn vin mi n 9 27,27 8 22,86 13 28,57



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II Lao ng trc tip 113 100 114 100 115 100

1S nhn vin chuyni 23 20,35 31 27,19 26 22,41

2 S nhn vin mi n 23 20,35 32 28,07 28 24,14

III Tng s lao ng 146 100 149 100 158 100(Ngun: Phng nhn s)

Nhn xt:

Qua bng 2.10 ta thy s nhn vin chuyn i v s nhn vin mi n c s bin

ng ln trong cc nm va qua . Nhn chung s nhn vin chuyn i t hn s nhn

vin mi n nguyn nhn do tng s lao ng ca cng ty lun tng theo cc nm

chnh v vy s phi tuyn mi bao gm s nhn vin thi vic cng s nhn vin cn

tng thm p ng nhu cu SXKD .

Trong ba nm s nhn vin thi vic chim t l cao 10 30 % . H s lu chuyn

ln, c bit l lao ng trc tip . y l con s gy ch khi nghin cu v vn

qun tr nhn lc ca cng ty .Nn chng c s iu chnh hin tng ny . Bi v ,

theo em ngh khi nhiu nhn vin thi vic ko theo theo nhiu bt li hn cho doanh

nghip nh : vn chi ph tuyn nhn vin mi, o to nhn vin, vn b mt

kinh doanh , hn na cn gy s ln xn trong vic sp xp b tr hot ng SXKD .

Chnh v t l lao ng thi vic cao nn hng nm cng ty hi tuyn thm nhiu

lao ng mc d thc t mi nm ch phi tuyn mt s t. Dn n hin tng ny c

nhiu nguyn nhn, trong c nhng l do chnh gm

- Do tm l ngi lao ng thch s i thay

- Do ch i ng ca cng ty cha tt, c bit l mc lng cn thp iuny s thy r ni dung sau .

- Do p lc cng vic qu ln hay i hi v cng vic ca cng ty qu cao so

vi mc lng m ngi lao ng nhn c

-Do mt b phn trong cng ty cha tm c cng vic ph hp cho ln

cng vic hin ti ch l tm thi

2.3.6 nh gi hiu qu hot ng ca lc lng bn hng ca cng ty:



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Bng 2.11: TNG HP CH PH DUY TR LC LNG BN HNG:

(VT: Triu ng)

Ch tiu 2007 2008 2009Chnh lch

08/07 09/08

Tin lng v tin thng 521 783 946 262 163

Tuyn dng v o to 94 120 135 26 15

Ph qung co, tip th giao dch 45 56 70 11 14

Ch ph khc 124 153 174 29 21Tng chi ph 784 1.112 1.325 328 213

(Ngun: Phng k ton)Nhn Xt:

Qua bng phn tch trn, chng ta thy rng chi ph hot ng ca lc lng bn

hng ca cng ty tng u qua cc nm. Tuy nhin, mc tng khng cao lm. Tng chi

ph cho hot ng lc lng bn hng nm 2007 ch 784 triu n nm 2008 tng ln

1.112 triu chnh lch 328 triu. Qua nm 2009 tng ln 1.325 triu chnh lch 213 triung. iu ny c th gii thch do nguyn nhn l s lng nhn vin bn hng tng

ln qua cc nm. Nm 2008 tng ln 3 ngi so vi 2007. V nm 2009 tng ln 9

ngi so vi nm 2008

Bn cnh nguyn nhn chnh tng ch ph l tng s lng nhn vin cn

nhiu l do tc ng n: chi ph tuyn dng v o to tng t 2007 ch 49 triu ng

nhng qua nm 2008 tng ln 120 triu chnh lch 26 triu,n nm 2009 tng ln 135

triu chnh lch 15 triu ng.

Tm li qua bng chi ph hot ng cho lc lng bn hng ca cng ty ta nhn

thy rng ch ph tng ln.Tuy nhin mc chnh lch ca cc nm li c chiu hng

gim,cho thy hoat ng kinh doanh ca cng ty gim xung do khng hong kinh t.

Mt khc do mc tin lng c bn tng qua cc nm, xng du tng nhanh lm cho

chi ph i li tng ln.



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Bng 2.12: KT QU HOT NG KINH DOANH CA LC LNGBN HNG:

(VT: Triu ng)

Ch tiu

2007 2008 2009

Tc pht trin

2008/2007 2009/2008

CL TL (%) CL TL (%)

1.Doanh thu

t hot ng

bn hng119.276 131.930 142.210 12.654 110,60 10.280 107,79

a.Xi Mng58.242 65.212 63.532 6.970 111,97 (1.680) 97,42

b.Gch25.362 27.215 30.735 1.853 107,31 3.320 112,93

c.VLXD

Khc 10.352 11.078 13.524 726107,01

2.446122,08

d. St,thp

cc loi25.320 28.425 34.419 3.105 112,26 5.994 121,092.Chi ph bn

hng784 1.112 1.325

328 141,84 213 119,153.Chi phkhc

376 569 735193 151,33 139 129,17

4. Gi vn 104.617 115.481 126.251 10.664 110,17 10.77 109,325.Linhun(5=1-2-3-4)

14.659 16.449 15.959 1.790 112,21 (490) 97,02

(Ngun:Phng k ton)

Nhn Xt:

Qua bng 2.12 kt qu hot ng v lc lng bn hng cu cng ty c phn

MEICO ta thy rng doanh thu bn hng tng u qua cc nm nhng theo chiu

hng gim c th: Nm 2007 doanh thu t 119.276 triu ng n nm 2008 tng

ln 131.930 triu chnh lch 12.654 triu ng, tc tng doanh thu t



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10,60%.Sang nm 2009 mc tng doanh thu t 142.210 triu ng chnh lch 10.280

triu so vi nm 2008, tc tng doanh thu ch t 7,79%. Trong mt hng xi

mng, st thp chim t trng ln trong thnh phn doanh thu.

Mc li nhun cng tng theo qua cc nm c th: Nm 2007 sau khi tr i ccchi ph mc li nhun t 14.659 triu ng, sang nm 2008 tng ln 16.449 triu tng

12,21% mc chnh lch t 1.790 triu. Nhng sang nm 2009 mc li nhun li gim

xung cn 15.959 triu, gim 490 triu so vi nm 2008. Tuy doanh thu nm 2009

tng nhng do chi ph bn hng cng nh cc chi ph pht sinh khc tng ln lm cho

mc li nhun gim (gim 490 triu).iu ny co th do nguyn nhn cng ty nhn

thy li nhun tng cao nm 2008 nn sang nm 2009 cng ty quyt nh m rng

th trng nn i hi phi tuyn thm lao ng. V vy lm cho chi ph tuyn dng,

bn hng tng, Nm 2008 chi ph bn hng 1.112 triu. Nm 2009 tng ln 1.325 triu.

ng thi b phn k ton khng kim sot ht cc chi ph lm cho chi ph pht sinh

tng, gi vn hng ha u vo cng tng nm 2008 gi vn ch 115.481 triu nhng

sang nm 2009 tng ln 126.251 triu tng ln9,32%.iu ny nh hng rt ln n

mc tng li nhun ca cng ty. Qua khng nhng v nguyn nhn khch quan ca

th trng nh hng n mc tng li nhun m cn v nguyn nhn ch quan l s

yu km ca cc b phn k ton, kim k, dn sKhng nng lc qun l cng

nh hng khng km.

2.3.7 Cc chnh sch i vi lc lng bn hng.

2.3.7.1 Cng tc tuyn dng lc lng bn hng:

Nhn vin l mt phn to nn s thnh cng cho cng ty, s bin ng v s

lng nhn vin trong cng ty s th hin mt phn no tnh hnh hot ng ca

cng ty. Lc lng bn hng ca cng ty do phng kinh doanh v phng t chc cacng ty phi hp tuyn dng.

Ngun tuyn dng ch yu l lao ng bn ngoi. Trong s lng nhn vin

c trnh i hc, cao ng chim t l ln khong 50% cn li l lao ng ph thng

cha qua trng, lp o to. Di y l qui trnh dng tuyn dng nhn vin

trong thi gian qua ca cng ty.

Quy trnh tuyn dng:



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Nhu cu nhn vin => Thng bo tuyn dng => Thu nhn h s => Sng lc

h s =>Phng vn ng vin => La chn ng vin cho cng vic.

Hnh 4 : Qui trnh tuyn dng ti cng ty

Quy trnh tuyn dng ca cng ty rt n gin: Thng tin tuyn nhn vin c

ng trn cc bo hoc thng qua s gii thiu ca cc nhn vin ang lm trong cng

ty. Sau khi thu nhn h s ca cc ng vin cng ty m t phng vn kim tra

cc ng vin do phng kinh doanh v phng nhn s t chc. Cc ng vin sau khiqua vng phng vn s c mi tham gia vic bn hng th cng cc nhn vin ca

cng ty. Qua giai on ny cc ng vin t yu cu s tr thng nhn vin chnh thc

ti cng ty.

2.3.7.2 Cng tc hun luyn:

Cc chng trnh hun luyn vi mc ch:

- Cc nhn vin bn hng cn hiu bit v ha ng vi cng ty: cng ty cn

gii thiu lch s ca cng ty v mc tiu, t chc v cc h thng qun l, cc quan


Nhu cu tuyn nhn vin

Thng bo tuyn dng

Thu nhn h s

Sng lc h s

Phng vn ng vin

La chn ng vin chocng vic


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chc ch cht, kt cu ti chnh, c s vt cht ca cng ty, nhng sn phm chnh,

khi lng tiu th.

- Cn hiu bit cc sn phm ca cng ty: Nm bt c t im, chc nng

ca sn phm.- Cn hiu bit nhng c im ca khch hng, i th cnh tranh. Cc nhn

vin bn hng c tm hiu v cc kiu khch hng khc nhau v nhu cu ca h.

- Cc i din bn hng cn bit cch cho hng c hiu qu: cc nhn vin bn

hng c hun luyn nguyn l c bn cu ngh thut bn hng, gii thiu nhng un

c ch yu khi cho bn tng loi sn phm c th.

2.3.7.3 Kim tra v nh gi nhn vin bn hng:

Cng tc kim tra, nh gi nhn vin ch yu thng qua kt qu hot ng bn

hng. Bn cnh cc cng tc hon thin s sch, thu hi cng n cng l cc yu t

nhm nh gi mt nhn vin bn hng ti cng ty. Sau y l mt s phng php m

cng ty s dng trong vic nh gi kt qu ca nhn vin bn hng.

Bng 2.13: BNG NH GI V KIM SOT NHN VIN

Nhn vin: A

Ch tiu nh giC (

)1. Tnh hp tc

2.Thc hin tt vic gii thiu bn hng3. Thc hin hun luyn bn s4. S thnh tho chuyn mn bn hng5. Kin thc v sn phm6. B ra nhiu thi gian hn cho hot

ng h th khch hng

Vic kim tra nh gi c thc hin theo ngy, theo thng, theo qu, theo

nm nhm c s gim st, st sao mi hot ng ca i ng nhn vin bn hng.

ng thi c nhng iu chnh kp thi cho i ng ny. Tuy nhin qu trnh kim tra,

gim sot qui trnh bn hng ca nhn vin cn cha cht ch, vic bo co ca nhn

vin cn cha thc t, cha tn dng ht thi gian tip xc vi khch hng



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2.3.7.4 Chnh sch tin lng v ng vin nhn vin:

Mt vn ng c quan tm k lng trong mt cng ty chnh l chnh

sch tin lng ca nhn vin. V chnh sch tin lng s tc ng n ng c lm

vic, mc cng hin ca nhn vin cho cng ty trong vic bn hng. Ngoi chnhsch tin lng cng ty cn c mt vi phng php ng vin nhn vin nhm

tng doanh s bn hng. Tnh hnh chnh sch tin lng ca cng ty c th hin

nh sau:

Th lao ca nhn vin:

Th lao ca nhn vin bn hng ca cng ty bao gm: Tin lng c nh v

tin thng theo doanh thu bn hng.

- Tin lng c dnh: Theo mc ti thiu ca nh nc v thm nin lm vic :

1.500.000 ng n 2.500.000 ng.

- i vi tt c cc nhn vin bn hng c doanh thu bn hng t 105% doanh

thu trong thng v khng vi phm cc quy nh ca cng ty th mc thng hin ti

2.500.000 ng n 3.000.000 ng.

ng vin nhn vin bn hng:

- Thng qua cc hnh thc khen thng ti ch i vi cc nhn vin c n lc

trong vic bn hng trong thng v trong mi qu.

- T chc cc cuc trao i kinh nghim, tm cch thuyt phc cc khch hng mi.

- Trang b ng phc cho nhn vin bn hng, ngoi mc ch qung co, c

ng th y cng l mt vn ho ca t chc.

2.3.8 nh gi thc trng cng tc t chc lc lng bn hng ti cng

ty



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2.3.8.1 Nhng thnh tch t c

Nhn chung cht lng i ng cng nhn vin trong Cng ty khng cao nhng

c b tr s dng khoa hc ph hp vi cng vic gip cho hot ng kinh

doanh ca cng ty din ra sun s.- Lc lng bn hng ca cng ty gp phn to ra v gi c s n nh trong

hot ng kinh doanh trong khi mi trng kinh doanh ngy mt thay i nhanh chng.

- Lc lng bn hng lun c gng hon thnh mi mc tiu m cng ty ra.

- T thay i thch nghi vi mi trng kinh doanh mi

- Cng tc o to v pht trin: Phng php v hnh thc s dng trong o

ta v pht tri nhn lc ti cng ty ph hp vi c trng ring ca tng loi hnh i

tng . Mt khc ,i tng c a vo o to phn ln chi ph pht sinh do cng

ty chu trch nhim ,iu ny khuyn khch cn b ,cng nhn vin c o to bi

dng yn tm hc tp.

- Cng tc ch o iu hnh: Cng tc ch o iu hnh c thc hin kh

tt mc d nhn vin cn thiu nhng cng vic vn hon thnh tng i tt.

- Nhn vin bn hng lun th hin tinh thn on kt, gip nhau trong cngvic.

2.3.8.2 Nhng tn ti:Bn cnh nhng thnh tch t c,cng tc qun l lc lng bn hng ca

cng ty cn mt s hn ch cn khc phc.

- Cha qun l i ng bn hng mt cch cht ch, kim sot, nh gi chnh

xc nng lc ca tng c nhn. Cc bo co ca nhn vin cn thiu tnh thc t.

Phng php nh gi nhn vin hin ti cha hon thin.

- Hin ti, quy m lc lng bn hng gia tng nhng cha em li hiu qu cao.

Do cha c cng tc qun l, thc y nhn vin mnh m, cha c s phn cng lao ng

hp l

- S th ng trong qu trnh kinh doanh. Nguyn nhn chnh gii thch v

vn ny l do thiu trnh , k nng tc nghip, cc k nng mm ca nhn vin.

- K nng bn hng c nhn cha c quan tm ng n.

- Cng tc tuyn dng v hun luyn cha c ch to ra ngun lc kinh

doanh hiu qu. c bit trong thi gian n nhu cu v ngun lao ng tng. Trong



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khi , cng tc tuyn chn nhn vin cn cha hiu qu khi la chn ra nhng ng

vin c chuyn mn cao v ph hp vi cng vic.

-Cng tc nh ga nhn vin cha chnh xc. V cng ty cha c mt bng tiu

chun nh gi c th, r rng, chi tit. Hin ti, cng tc nh gi nhn vin cn rtchung chung

- ch i ng ca cng ty cha tt, c bit l mc lng cn thp. iu ny

nh hng tm l ca ngi lao ng cha tht s yn tm lm vic.

.



49/64


CHNG III:

GII PHP QUN TR LC LNG BN HNG TI CNG TY C

PHN VT T THIT B V U T XY DNG M.E.I

3.1 Kt lun chung v cng tc t chc lc lng bn hng ti Cng ty:L mt cng ty chuyn v kinh doanh cc mt hng vt liu xy dng. Nhn

chung cng tc t chc lc lng bn hng ti cng ty c phn vt t thit b v u t

xy dng MEICO c t chc mt cch khoa hc h thng nhn vin bn hng nng

ng, c tnh t chc cao. Doanh thu t hot ng bn hng tng mnh l mt trong

nhng ngun doanh thu ch yu ng gp vo tng doanh thu hng nm ca cng ty.

Tuy nhin bn cnh nhng thnh tch t c cn tn ti mt s nhc im m cng

ty v ang gp phi l vn v qun l lao ng, ngun nhn lc ca cng ty.

Cng tc qun tr lc lng bn hng cn b ng lm doanh thu ca cc nm tng ln

nhng v cc l do khch quan cng nh ch quan lm cho chi ph v tuyn dng, o

to qun tr lc lng bn hng tng ln mt cch kh hiu. Q ua nh hng

trc tip n mc li nhun m cng ty mong mun.

3.2 C s tin cho vic xy dng kin ngh.

3.2.1 Mc tiu ca lc lng bn hng:3.2.1.1 Mc tiu xc lp nhng gi tr cnh tranh:

L nhng gi tr vt tri ca cng ty so vi i th cnh tranh. T thc t nh

gi i ng bn hng ca cng ty so vi cc i th cnh tranh hin nay, cng ty cn

thit lp cc gi tr c bn cho i ng nhn vin bn hng: s ch ng, chuyn

nghip, v hiu qu.

Chuyn nghip l mang li doanh s v li nhun cho Cng ty, duy tr h

thng phn phi hiu qu, l cu ni cc knh phn phi, gp phn xy dng gi tr

thng hiu cho sn phm bng vic thc thi trng by.

S ch ng: i ng nhn vin bn hng l i din thay mt cng ty quan

h kinh doanh vi khch hng. C quyn ch ng xy dng cc k hoch bn hng c

nhn sao cho ph hp vi cc mc tiu m cng ty ra, xy dng mi quan h bn

lu vi mi khch hng.



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Hiu qu: i ng bn hng lun t c hiu qu cao nht trong ngnh ti

th trng Nng. l vic cung cp nhng dch v tt nht tho mn khch hng.

Hiu qu trong cc cuc tip xc bn hng vi khch hng, trong doanh s bn hng,

kt qu hot ng kinh doanh.Vi nhng gi tr ct li trn cng ty s to ra c li th cnh tranh trn th

trng hin nay so vi cc i th cnh tranh.

3.2.1.2 Mc tiu Marketing:

- Gi vng th phn hin ti, ng thi n lc tm kim v pht trin khch

hng mi theo quy m gia tng ca th trng tiu dng.

- Thit lp tt cc mi quan h khch hng trc, trong v sau khi bn hng.

- Gia tng sn lng bn, tit kim chi ph nhm hn ch mc tng gi thnh

sn phm.

- Cng c cng tc bn hng, ng thi duy tr mi quan h tt p vi khch

hng v to dng lng tin, s tn nhim ca khch hng i vi cng ty.

- Hon thin hn i ng bn hng bng cch xy dng mt i ng bn hng

c nhng gi tr ch thc so vi cc i th cnh tranh ang ln trong th trng.

- u t hn na vo vic nghin cu v thit lp ngun c s d liu v khch

hng nhm nng cao hiu qu bn hng ca nhn vin.

- Mt yu t rt quan trng, bt buc i ng bn hng phi c, l cc k nng

c bn v k nng mm, tu theo cp qun l ca mi nhn vin. C th i vi cp cao

nht, Ph Gim c ph trch kinh doanh phi c k nng qun tr chin lc c chnh

sch s dng lao ng c hiu qu. Tip l nhn vin qun l bn hng (vi k nng

Marketing c bn, tip th thng mi, k nng nhn s, k nng hun luyn, gim st)

Cui cng l nhn vin bn hng, yu cu h phi c kin thc v sn phm, k nng bnhng c bn.

3.2.2 Nhng c hi v thch thc i vi hot ng bn hng

3.2.2.1 C hi:

- Th trng tiu dng rng ln vi tc pht trin cao qua cc nm.

- Am hiu th trng tiu dng ni cng ty bt u kinh doanh.

- Nm bt c thi quen, tp qun tiu dng ca tng i tng khch hng.



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- Hc tp kinh nghim qun l doanh nghip khi c tham gia ca cc cng ty

nc ngoi.

- S cnh tranh mnh m khin cng ty phi lin tc i mi c cu lao ng

cng nh chng loi sn phm mi c th tn ti v pht trin.3.2.2.2 Thch thc:

- Th yu khch hng lin tc thay i nn nhn vin phi thng xuyn trao

di k nng hiu bit u im ca mtt hng m mnh ang bn

-Xut hin nhiu i th cnh tranh tham gia ngnh ti th trng Nng vi

lc lng bn hng chuyn nghip ang c nhiu li th cnh tranh.

- Nng ang trn pht trin nn c nhiu cng ty kinh doanh vt liu xy

dng ra i vi lc lng bn hng c chuyn mn ho hin nay, cc i th cnh

tranh ang c nhiu u th trn th trng so vi cng ty y cng l thch thc ln

i lc lng bn hng hin ti ca cng ty. V vy cng ty cn c nhng chin lc

hp l hn tip tc pht trin trong kinh doanh.

- Do vy vic xc nh li th cnh tranh ct li cho i ng bn hng, lng

bn hng ti cng ty cn trang b thm nhng kin thc v chuyn mn. Nng cao hn

na nng lc lnh o qun tr ngun nhn lc. Vi nhng gi tr to ra cng ty s gi

c khch hng hin ti, ng thi thu ht thm c cc khch hng mi khi th

trng ngy mt gia tng.

Trn thc t, c hi v thch thc lun ang xen nhau, nu khng bit cch

nm bt v tn dng kp thi th c hi c th li tr thnh thch thc. V vy, bng

vic tch cc chun b k mi iu kin tham gia hi nhp kinh t quc t cng ty c

phn MEICO c th tranh th c vn hi mi sp m ra y mnh, pht trin v

hn ch ti a cc tc ng tiu cc ca qu trnh ny.3.3 Mt s gii php nhm nng cao hiu qu hot ng ca lc lng bn

hng

3.3.1 V t chc lc lng bn hng

- Xy dng i ng bn hng phi ng ngi, ng vic, tc l, khng nht

thit phi l ngi gii nht m l ngi ph hp nht (vn ho, trnh ...)



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- i ng bn hng mi c kh nng to li th cnh tranh bng vic to ra

nhng gi tr ct li trong bn hng so vi i th cnh tranh.

- Kh nng hot ng bn hng mt cch hiu qu nht trn th trng so vi

cc i th cnh tranh.- Tng cng hot ng nghin cu th trng nm bt s thay i ca nhu

cu khch hng, to s hiu bit su rng hn v khch hng, c nhng chnh sch ph

hp tho mn tt nht cho khch hng. Bn cnh , xem xt s thay i chin lc

bn hng ca i th cnh tranh c chin lc bn hng hiu qu.

3.3.2 V nhn s:

3.3.2.1 i mi v hon thin t chc qun l.

Mt trong nhng nguyn nhn lm cho li nhun cng ty gim l cng tc

qun l chi ph qu km. Trong tnh hnh o s dng tt hn Cng ty cn b tr li

lao ng cc phng ban, cc n v ca hng trc thuc.

h tr cho cng tc ca cc phng chc nng, nng cao hiu qu cc phng

ban Cng ty cn b tr ng ngi ng vic cho d lc lng lao ng Cng ty

ang d tha nu cn thit Cng ty cng nn tuyn thm nhng ngi c kh nng c

ti trong cng tc t chc qun l iu hnh v lm vic cc phng ban. Hin ti

Cng ty cn b sung thm ngi cho nhng phng nhn s v hin ti phng ch c 6

ngi m m nhim ton b vic tuyn dng cng nh o to lao ng ca Cng

nn gp rt nhiu kh khn. Nn khng trnh khi mt s sai st.

T chc li phng k ton v hin nay phng ny ch c 4 ngi ma m nhim

thm cng vic kim k nguyn liu, gi vn u vo l v cng kh khn nh hng

n vic tng hp cc ch ph pht sinh lm gim li nhun ca cng ty.

Tn dng trit s lao ng d tha cc ca hng. Cng ty c th chuyn hsang lm cng vic khc nh gi li hng ho bn ra, cc hot ng qung co cho

hng v dch v khc.

3.3.2.2 o to, xy dng i ng lm cng tc qun l bn hng.

Cng ty cn c nhng thay i trong cng tc qun l lao ng, c th Cng ty

nn c k hoch, o to, bi dng, nng cao trnh cng nh nhng tc phong

kinh doanh hin i ca cn b cng nhn vin m c bit l lc lng bn l h

c s t tin hn, trnh b tt hu trc s bin i nhanh chng ca tnh hnh kinh



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doanh. ng thi Cng ty cn c gng nng cao thu nhp cho ngi lao ng v cc

bin php kch thch ngi lao ng khuyn khch, c v tinh thn lm vic ca h gn

thu nhp vi doanh s bn ra, khen thng xng ng vi nhng c nhn n v c

thnh tch cao trong kinh doanh. Nh vy s to ra mt mi trng lm vic thoi micng to iu kin cho ngi lao ng pht huy ht kh nng, ng gp ht mnh cho

cng ty, gn b vi cng ty hn.

- o to thm cho cn b, nhn vin trong cng ty, nng cao trnh nhn

thc cng nh kh nng kinh doanh cho i ng cn b lm cng tc bn hng.

- Tuyn dng thm nhng ngi c trnh kinh doanh gii to pht trin

cho cng ty trong kinh doanh. Cng ty cn c ch o to mi cho nhng nhn vinva tuyn dng:

+ Phi hun luyn cho h cn phi hiu bit v ha ng vi cng ty.

+ Hun luyn cho cn phi hiu bit v sn phm ca cng ty.

+ Hun luyn cho h cn phi hiu bit v khch hng v i th cnh tranh

Thc hin c nhng iu kin trn y n s gip cho cng ty y mnh c

hot ng tiu th hng ho trong qu trnh kinh doanh2.3.3 Tuyn dng, o to v pht trin lc lng bn

Mc tiu: Tuyn dng nhng ng vin c kh nng, phm cht hoc c th o

to - hun luyn ( trong thi gian ngn) p ng c cc mc tiu ca i ng bn

hng mi c gi tr ct li: chuyn nghip, s ch ng, hiu qu.



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Hnh 5: Qu trnh la chn ng vin

.

Tiu chun cn thit ca nhn vin:

- Nng ng.

- ng c lm vic.

- Kh nng thit lp cc k hoch v mc tiu c nhn.- Kh nng giao tip, thng lng.

- Kh nng thu thp v nh gia thng tin.

- Trnh - bng cp.

2.3.3.1 Ngun tuyn dng:

Ngun bn trong:

- Hin nay, ngun nhn lc ca cng ty rt hn ch do vy ngun tuyn dng t

bn trong l khng kh thi.


Chun b bng m t cng vic vtiu chun nhn vin m bo

Xc nh cc ngun thu tuyn vphng php truyn thng

Phn loi v chun b danhsch ng vin

Phng vn

Quan st thc t cng vic

L A

C H N

N G

V I N

T H U

H T

N G

V I N

Quyt nh la chn


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Ngun bn ngoi:

Cng ty ch yu s dng ngun tuyn m bn ngoi v thc t Cng ty ch

tuyn dng thm nhn vin ch khng tuyn dng cp qun l nn vic s dng ngun

tuyn m ny l hp l Ngun tuyn dng nhn vin t i th cnh tranh:

c th tuyn dng c lc lng ny ca cng ty cn c nhng chnh sch

c bit i vi h nh ch d u i v th lao, ni lm vic, c hi thng tin u

im ca i tng ny l c k nng kinh nghim v kin thc trong ngnh, nng

lc c nh gi qua thc t Tuy nhin nhc im ca i tng ny l chi ph

tuyn dng v i ng dnh cho i tng ny cao

Ngun lao ng t do:

- Lao ng tht nghip: Hin ti ch tnh ring khu vc Tp Nng c hn

400.000 lao ng. Trong lao ng c trnh THPT tr ln chim 60%.

- Ngun lao ng t cc trng o to: Thnh ph Nng l ni tp trung

nhng trung tm gio dc v cc chuyn ngnh v kinh t: i hc Kinh T Nng,

H Duy Tn, H ng , Cao ng Phng ng, L ngun lao ng c kh

nng p ng c vi nhng tiu chun tuyn chn.Nh vy ngun tuyn dng ca cng ty hin nay tp trung vo lao ng t cc

trng o to trn a bn TP Nng.



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2.3.3.2. Hun luyn i ng bn hng:

Quy trnh hun luyn:

Nhn vin mi => i thc t ngoi th trng => Tp hun k nng cng vic =>

Chnh thc lm vic.Hnh 6: Qui trnh hun luyn hin ti ca cng ty

Quy trnh tuyn dng v o to nhn vin ca cng ty lun gn lin vi thc t

cng vic. Do nhn vin sau khi c hun luyn ngn hn nhn vin s lm vic

c ngay cho cng ty.

Sau khi tm c nhng ng vin thch hp cho cng vic, ng vin s c

tham gia thc t vo cng vic m mnh s lm, iu ny nhm kim tra li ng vin

c thc s thch hp vi v tr cng vic hay khng; nhng ng vin ph hp nht s

c tham gia nhng t tp hun ngn hn nhm to iu kin cho h lm vic mtcch hiu qu.

Nhn vin bn hng mi sau khi c tuyn dng s c hun luyn trc tip

ngoi th trng thng qua cc nhn vin bn hng khc v di s qun l ca gim st

bn hng mi c th nhanh chng tip cn c vi th trng, gim chi ph hun luyn,

o to cho cng ty. Tuy nhin, vic hun luyn nh trn s khng m bo cho nhn

vin nhng chun mc c bn cn c ca nhn vin bn hng. Vic nng cao k nng

bn hng gp hn ch nu nhn vin hng dn khng c cc k nng bn hng tt


Nhn vin mi

i thc t ngoi th trng

Tp hun k nng cng vic

Chnh thc lm vic


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Nhng ni dung trang b c bn:

Hon thin kin thc:

+ Kin thc v th trng, vng hot ng: Nhng kin thc ny gip nhn vin

khi mi tham gia th trng c s hiu bit v th trng mnh s hot ng, qua cth ho nhp nhanh vo th trng bn hng trong th trng c phn cng.

+ Kin thc v sn phm v gi tr, nhng cng dng. So vi cc sn phm

cnh tranh: Nhm t vn cho nhng khch hng v li ch ca sn phm. Hiu c

nhng sn phm ang bn c nhng gi tr g so vi cc sn phm khc cng loi t

kch thch tiu dng.

+ Kin thc bn hng: Vi mi nhm khch hng khc nhau i hi nhn vin

bn hng cn phi c nhng kin thc khc nhau.

i vi nhm khch hng mua s: Th vic s dng k nng thng lng v ti

chnh v cc hnh thc vn chuyn s tt hn k vic thng lng v cht lng sn

phm. i vi nhm khch hng ny vic mua vi s lng ln nn h c rt nhiu p

lc i vi nhn vin bn hng. V n khc vi nhm khch hng mua l v nh l.

To dng c s d liu v khch hng:

Ngoi s ch ng ca mi c nhn, hiu qu bn hng ca nhn vin s gim

xung nu khng c s tr gip cho qu trnh bn hng t pha cng ty. Do nhng

nghin cu ca cng ty v khch hng, s l nhng tr gip hu hiu nht gip cho

nhn vin bn hng hiu bit hn v khch hng qua thit lp cc k hoch bn

hng c nhn mt cch tt hn.

- Qu trnh thu thp thng tin l nhn vin bn hng, i tng tip cn khch

hng ca cng tythu thp d liu khch hng t nhng ngun ti liu khc nhau:

Danh b in thoi, cc d liu c bn v t chc ca c quan qun l Tng cc thngk, cc s k hoch u t, phng Cng nghip Vit Nam hoc thng tin t ngi

quen cung cp, qung co bo ch.

- Thng tin thu thp c t cc nhn vin ca cng ty qua qu trnh giao dch

vi cc khch hng, cc thng tin sau khi thu thp s c a vo ngnh hng c s

d liu phn tch. Cc thng tin cn thu thp nh: Thng tin v th trng, thng tin

v i th cnh tranh, thng tin v cc giao dch vi khch hng, s lng mua, Qua

c s d liu thu thp c t khch hng, b phn phn tch s a ra nhng thng tin



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tng hp phn tch v tng khch hng trong mi nhm khch hng, nhng thng tin

ny s c cp nht ti tng nhn vin bn hng, thng qua nhn vin bn hng c

th ch ng v hiu qu hn trong vic bn hng ti mi khch hng.

2.3.4 Cc ch , chnh sch cho nhn vin- C

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