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7/31/2019 cong ty kinh do
1/41
Phn tch chin lc Tng trng tp trung ca
Cng ty C phn Kinh
ThS. VN TNH
Trong th trng hng thc phm ti Vit Nam, Kinh l mt ci tn rt c
hay nhc n. l mt thng hiu mnh khng nhng trong nc m cn c mt
s th trng nc ngoi . t c nhng thnh tu trn, Kinh c chin lc
hot ng ng n v bi bn. Chic lc ny cng t ra c hiu qu khi Vit Nam l
thnh vin WTO.Khi u t mt c s sn xut bnh ko nh vi vi chc cng nhn qun 6,
TP.HCM, sau 13 nm, thng hiu Kinh tr thnh thng hiu ca mt h thng
vi 9 cng ty thnh vin, 7 nh my chuyn sn xut bnh ko, kem, nc gii kht, xy
dng a c.
Theo cc chuyn gia, thnh cng ca h thng Kinh ni chung v bnh ko
Kinh ni ring da vo hai chin lc chnh l thc hin chin thut sp nhp, lin
doanh, lin kt, hp tc v tng trng tp trung, m rng, a dng ha ngnh ngh.
Trong phm vi bi vit ny, ti ch nghin cu v cc hng chin lc trong
chin lc tng trng tp trung ca Cng ty C phn Kinh . Ni dung bi vit s
ch yu tp trung khi qut cc chin lc, phn tch ma trn SWOT, nh gi v ra
gii php.
TM NHN S MNH CA CNG TY
Vi nhit huyt, c sng to, tm nhn xa trng rng cng nhng gi tr ch thc,
chng ti khng ch to ra m cn gi gm nim t ho ca mnh vo nhng sn phm
v dch v thit yu cho mt cuc sng trn vn.
Slogan: Hng v cho cuc sng
S mnh:
S mnh ca Kinh i vi ngi tiu dngl to
ra nhng sn phm ph hp, tin dng bao gm cc loi thc phm thng
dng, thit yu, cc sn phm b sung v ung. Chng ti cung cp cc
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thc phm an ton, thm ngon, dinh dng, tin li v c o cho tt c mi
ngi lun gi v tr tin phong trn th trng thc phm.
Vi c ng, s mnh ca Kinh khng ch dng
vic mang li mc li nhun ti a trong di hn m cn thc hin tt vicqun l ri ro t lm cho c ng an tm vi nhng khon u t.
Vii tc, s mnh ca Kinh l to ra nhng
gi tr bn vng cho tt c cc thnh vin trong chui cung ng bng cch
m bo mt mc li nhun hp l thng qua cc sn phm, dch v y tnh
sng to. Chng ti khng ch p ng ng xu hng tiu dng m cn tha
mn c mong c ca khch hng.
Chng ti lun m mm v to mi iu kin
tha mn cc nhu cu v k vng trong cng vic nhm pht huy tnh sng
to, s ton tm v lng nhit huyt ca nhn vin. V vy Kinh lun c
mt i ng nhn vin nng ng, sng to, trung thnh, c kh nng thch
nghi cao v ng tin cy.
gp phn pht trin v h tr cng ng, chng
ti ch ng to ra, ng thi mong mun c tham gia v ng gp cho
nhng chng trnh hng n cng ng v x hi.
MC TIU DI HN V CC NH HNG
Mc d 2009 l nm nhiu th thch i vi cc doanh nghip Vit Nam v th
gii mi ngnh ngh, Kinh vn vng bc vt cc mc tiu t ra trn nn tng
d bo cc tnh hung bin ng ca th trng, hoch nh cc i sch cho tng tnh
hung, tnh k lut trong qun l ri ro, kh nng thch nghi c bi bn ca b my vn
hnh cng tm nhn v s kin nh v chin lc ca Ban Lnh o.Trong nm qua, Kinh khng ngng ch ng vi th trng, khch hng v
ngi tiu dng bng nhng chnh sch ph hp vi yu cu ca mi trng vi kt qu
l tip tc gi vng v th l doanh nghip ng u trong ngnh vi sc tng trng
cao. Mt phn ln ng gp cho kt qu ny l t nng lc vn hnh kinh doanh t
c nhng kt qu tt hn.
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C th, Kinh thit lp xong tm nhn, s mnh v chin lc 10 nm cho
c Tp on. Trn c s , chin lc kinh doanh ca tng SBU cng c hon tt
cho 3 nm ti v c trin khai n tng b phn phng ban. Trn c s , xcnh v sp xp li cc ngnh ngh kinh doanh da trn phn tch mi trng t
d bo v c nhng quyt nh kinh doanh ph hp hn. Ngoi ra, Kinh khi
ng giai on 3 ca phn mm qun tr SAP bao gm nhn s, BI (business
intelligence) v KPIs. Quan trng hn, vic chnh thc thnh lp b phn Hoch nh
nhu cu (Demand Planning) thc y tt hn s phi hp gia cc phng ban t
cng ty c th d bo chnh xc yu cu ca th trng, ng thi c nhng iu
chnh kp thi tn dng c hi v iu tit ngun lc hiu qu nht.
V con ngi l ti sn ln nht ca Cng ty, Kinh tch cc u t thng
xuyn vo vic o to nng cao kin thc v kh nng qun tr hng ngang cho nhn
vin. V vy, Kinh chnh thc thnh lp Trung tm o to Kinh (KTC). y
s l ni o to pht trin th h lnh o tr trong tng lai ca Kinh .
Khng nhng hon thnh tt cc ch tiu kinh doanh cho nm 2009, Kinh
cng chun b nhng bc cn thit to s bt ph cho nm 2010 v nhng nmsau . chun b cho tng lai, Kinh mi mt s nh qun tr cp cao v tham
gia cng ty cng vit trang s mi trn nn tng tm nhn, s mnh v chin lc
pht trin cho 10 nm ti. Cng vic tuyn dng cc nh qun tr cp cao s vn tip tc
trong nm 2010 nhm to dng mt b my qun tr chuyn nghip tip tc pht
trin Cng ty mt cch bn vng.
Trong nm 2010, Kinh tp trung vo vic y mnh hn na mc tng
trng ca cc ngnh, ng thi vn hnh theo cch mi vi s h tr ca h thng
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phn mm qun tr SAP. Vi vic ny, Kinh t tin rng vic tng hn na li nhun
l hon ton kh thi.
Kinh thit k v ang trin khai vic t chc vn hnh da trn m hnh
SBU trn c s thit k h thng cc quy trnh phi hp hng ngang S & OP v quytrnh tung ra th trng (go-to-market) cng cc quy trnh h tr. T , h thng qun
tr kim sot v qun l ri ro ngy cng c vn hnh tt hn.
Bn cnh , Kinh s tung ra nhng sn phm mi c gi tr cao trn c s
nghin cu xu th th trng cho 3-5 nm ti. Vi trng tm l khch hng cho mi hot
ng ca Cng ty, Kinh ang xy dng chng trnh hp tc vi mt s nh phn
phi chn lc cng c pht trin nng lc phn phi ti cc a phng nhm phc
v ngi tiu dng ngy mt tt hn.
Vi chin lc 10 nm, nm 2010 l nm c nhiu ha hn d rng mi trng
kinh t v m vn cn nhiu th thch. Vi lc lng qun tr cp cao dn dy kinh
nghim, mt c cu vn hnh nng ng trn nn tng m hnh SBU c thit lp
a ra cc sn phm mi ph hp vi xu th ca th trng v mt i ng nhn vin
y kht vng v nhit huyt, Kinh s vng bc hon thnh cc mc tiu ra
cho 2010 2012.
PHN TCH CC YU T MI TRNG KINH DOANH
PHN TCH CC YU T V M
Mi trng v m
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Chnh tr - php lut
Khung lut php
H thng php lut Vit Nam c 6 bc nh sau v bt c doanh nghip no
Vit Nam cng phi tun theo :
Hin php
Php lnh
Lut
Ngh nh
Thng t
Vn bn hng dn
Mi trng chnh tr v php lut c th tc ng n doanh nghip nh sau:
- Lut php: a ra nhng quy nh cho php hoc khng cho php hoc nhng
rng buc i hi cc doanh nghip phi tun th.
Yu t cng ngh
Chnh tr - php lut
Vn ha x hi
iu kin t nhin
Yu t kinh t
CTCP
Kinh
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- Chnh ph: l c quan gim st, duy tr, thc hin php lut v bo v li ch
quc gia. Chnh ph c vai tr to ln trong iu tit v m nn kinh t thng qua cc
chnh sch kinh t, ti chnh, tin t v cc chng trnh chi tiu ca mnh. Trong mi
quan h vi doanh nghip, chnh ph va ng vai tr l ngi kim sot, khuyn khch,ti tr, quy nh, ngn cm, hn ch, va ng vai tr l khch hng quan trng i vi
doanh nghip (trong cc chng trnh chi tiu ca chnh ph) v sau cng chnh ph
cng ng vai tr l nh cung cp dch v cho cc doanh nghip, chng hn: cung cp
cc thng tin v m, cc dch v cng cng khc.
Nh vy, vic nm bt nhng quan im, nhng quy nh, u tin, nhng
chng trnh chi tiu ca chnh ph cng nh thit lp mi quan h tt vi chnh ph s
gip cho doanh nghip tn dng c nhng c hi v gim thiu nhng nguy c do
mi trng ny gy ra.
Chnh ph c nhng chnh sch iu chnh thng mi theo nhng quy tc,
lut l chung quc t, c bit l cc vn lin quan n giao dch thng mi nh th
tc hi quan, chnh sch cnh tranh.
Thng 10/2006, Chnh ph tng mc lng ti thiu ln 450.000/thng.
Thng 10/2007, Chnh ph tng mc lng ti thiu ln 540.000/thng.
Thng 04/2009, Chnh ph tng mc lng ti thiu ln 650.000/thng.
Thng 05/2010, Chnh ph tng mc lng ti thiu ln 730.000/thng.
Lng ca ngi lao ng tng ln s lm cho sc mua ca c nc phn no
c tng ln ng k, tuy nhin n cng lm cho cng ty CP Kinh phi tng chi ph
do qu lng tng ln.
Th ch chnh tr
Vit Nam hin nay l mt nc theo ch x hi ch ngha. H thng chnh tr thc hin theo c ch ch c duy nht mt ng chnh tr l ng Cng sn Vit Nam
lnh o, vi tn ch l: ng lnh o,Nh nc qun l v nhn dn lm ch thng
qua c quan quyn lc l Quc hi Vit Nam.
Mi trng chnh tr n nh, h thng php lut ngy cng c hon thin to
iu kin thun li cho cc doanh nghip kinh doanh.
Theo iu 15 ca Hin Php Nc Cng Ha X Hi Ch Ngha Vit Nam: Nn
kinh t Vit Nam l nn kinh t hng ha nhiu thnh phn theo c ch th trng theo
nh hng X hi Ch ngha.
http://vi.wikipedia.org/wiki/Ch%E1%BA%BF_%C4%91%E1%BB%99_x%C3%A3_h%E1%BB%99i_ch%E1%BB%A7_ngh%C4%A9ahttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A3ng_ch%C3%ADnh_tr%E1%BB%8Bhttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A3ng_C%E1%BB%99ng_s%E1%BA%A3n_Vi%E1%BB%87t_Namhttp://vi.wikipedia.org/wiki/Nh%C3%A0_n%C6%B0%E1%BB%9Bchttp://vi.wikipedia.org/wiki/Qu%E1%BB%91c_h%E1%BB%99i_Vi%E1%BB%87t_Namhttp://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_h%C3%A0ng_h%C3%B3ahttp://vi.wikipedia.org/wiki/Ch%E1%BA%BF_%C4%91%E1%BB%99_x%C3%A3_h%E1%BB%99i_ch%E1%BB%A7_ngh%C4%A9ahttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A3ng_ch%C3%ADnh_tr%E1%BB%8Bhttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A3ng_C%E1%BB%99ng_s%E1%BA%A3n_Vi%E1%BB%87t_Namhttp://vi.wikipedia.org/wiki/Nh%C3%A0_n%C6%B0%E1%BB%9Bchttp://vi.wikipedia.org/wiki/Qu%E1%BB%91c_h%E1%BB%99i_Vi%E1%BB%87t_Namhttp://vi.wikipedia.org/wiki/Kinh_t%E1%BA%BF_h%C3%A0ng_h%C3%B3a7/31/2019 cong ty kinh do
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Chnh sch i ngoi
Theo cc vn kin ca i hi i biu ton quc ln th X ca ng Cng sn
Vit Nam: ng Cng sn v Nh nc Cng ha X hi Ch ngha Vit Nam ch
trng thc hin ng li i ngoi c lp, t ch, rng m, a dng ha, a phnghaquan h quc t, ch ng hi nhp quc t vi phng chm "Vit Nam sn sng
l bn v l i tc tin cy ca tt c cc nc trong cng ng th giiphn u v ha
bnh, c lp vpht trin".
T sau thi k i mi, Vit Nam chnh thc bnh thng ha quan h vi Trung
Quc vo nm 1992 v vi Hoa K vo nm 1995, gia nhp khi ASEAN nm 1995.
Hin nay, Vit Nam thit lp quan h ngoi giao vi 171 quc gia thuc tt c
cc chu lc (Chu - Thi Bnh Dng: 33, Chu u: 46, Chu M: 28, Chu Phi: 47,
Trung ng: 16), bao gm tt c cc nc v trung tm chnh tr ln ca th gii. Vit
Nam cng l thnh vin ca 63 t chc quc t v c quan h vi hn 500 t chc phi
chnh ph. ng thi, Vit Nam c quan h thng mi vi 165 nc v vng lnh
th. Trong t chc Lin Hip Quc, Vit Nam ng vai tr l y vinECOSOC, y vin
Hi ng chp hnh UNDP, UNFPA v UPU.
Vai tr i ngoi ca Vit Nam trong i sng chnh tr quc t c th hin
thng qua vic t chc thnh cng nhiu hi ngh quc t ti th H Ni.
Nm 1997, t chc hi ngh Thng nh Cng ng Php ng
Nm 1998, t chc hi ngh cp cao ASEAN
Nm 2003, t chc hi tho quc t v hp tc v pht trin Vit Nam v chu Phi
Nm 2004, t chc Hi ngh cp cao ASEM vo thng 10
Nm 2006, t chc Hi ngh Thng nh APEC vo thng 11.
T ngy 11 thng 1 nm 2007, Vit Nam chnh thc tr thnh thnh vin th 150ca T chc Thng mi Th gii (WTO). y l mt bc ngot ln trong tin trnh
hi nhp vi nn kinh t quc t.
Ngy 16 thng 10 nm 2007, ti cuc b phiu din ra phin hp i hi ng
Lin Hip Quc New York, Vit Nam chnh thc c bu lm thnh vin khng
thng trc Hi ng Bo an Lin Hip Quc nhim k 2008-2009.
Vai tr trn trng quc t ca Vit Nam c nng cao l tin tt, to iu
kin thun li cho cc doanh nghip Vit Nam y mnh xut khu , trong c Cng
ty Kinh . ng thi cng mang li cho cng ty Kinh nhng thch thc ln khi
http://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1i_h%E1%BB%99i_%C4%91%E1%BA%A1i_bi%E1%BB%83u_to%C3%A0n_qu%E1%BB%91c_l%E1%BA%A7n_th%E1%BB%A9_Xhttp://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BB%91i_ngo%E1%BA%A1i&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90a_d%E1%BA%A1ng_h%C3%B3a&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90a_ph%C6%B0%C6%A1ng_h%C3%B3a&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90a_ph%C6%B0%C6%A1ng_h%C3%B3a&action=edit&redlink=1http://vi.wikipedia.org/wiki/Quan_h%E1%BB%87_qu%E1%BB%91c_t%E1%BA%BFhttp://vi.wikipedia.org/w/index.php?title=C%E1%BB%99ng_%C4%91%E1%BB%93ng_th%E1%BA%BF_gi%E1%BB%9Bi&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=C%E1%BB%99ng_%C4%91%E1%BB%93ng_th%E1%BA%BF_gi%E1%BB%9Bi&action=edit&redlink=1http://vi.wikipedia.org/wiki/H%C3%B2a_b%C3%ACnhhttp://vi.wikipedia.org/wiki/H%C3%B2a_b%C3%ACnhhttp://vi.wikipedia.org/wiki/%C4%90%E1%BB%99c_l%E1%BA%ADphttp://vi.wikipedia.org/w/index.php?title=Ph%C3%A1t_tri%E1%BB%83n&action=edit&redlink=1http://vi.wikipedia.org/wiki/%C4%90%E1%BB%95i_m%E1%BB%9Bihttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/1992http://vi.wikipedia.org/wiki/Hoa_K%E1%BB%B3http://vi.wikipedia.org/wiki/1995http://vi.wikipedia.org/wiki/ASEANhttp://vi.wikipedia.org/wiki/Li%C3%AAn_Hi%E1%BB%87p_Qu%E1%BB%91chttp://vi.wikipedia.org/w/index.php?title=ECOSOC&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=ECOSOC&action=edit&redlink=1http://vi.wikipedia.org/wiki/UNDPhttp://vi.wikipedia.org/w/index.php?title=UNFPA&action=edit&redlink=1http://vi.wikipedia.org/wiki/UPUhttp://vi.wikipedia.org/wiki/1997http://vi.wikipedia.org/wiki/C%E1%BB%99ng_%C4%91%E1%BB%93ng_Ph%C3%A1p_ng%E1%BB%AFhttp://vi.wikipedia.org/wiki/1998http://vi.wikipedia.org/wiki/ASEANhttp://vi.wikipedia.org/wiki/2003http://vi.wikipedia.org/wiki/Ch%C3%A2u_Phihttp://vi.wikipedia.org/wiki/2004http://vi.wikipedia.org/wiki/ASEMhttp://vi.wikipedia.org/wiki/2006http://vi.wikipedia.org/wiki/APEChttp://vi.wikipedia.org/wiki/11_th%C3%A1ng_1http://vi.wikipedia.org/wiki/T%E1%BB%95_ch%E1%BB%A9c_Th%C6%B0%C6%A1ng_m%E1%BA%A1i_Th%E1%BA%BF_gi%E1%BB%9Bihttp://vi.wikipedia.org/wiki/16_th%C3%A1ng_10http://vi.wikipedia.org/wiki/New_Yorkhttp://vi.wikipedia.org/wiki/H%E1%BB%99i_%C4%91%E1%BB%93ng_B%E1%BA%A3o_an_Li%C3%AAn_Hi%E1%BB%87p_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/%C4%90%E1%BA%A1i_h%E1%BB%99i_%C4%91%E1%BA%A1i_bi%E1%BB%83u_to%C3%A0n_qu%E1%BB%91c_l%E1%BA%A7n_th%E1%BB%A9_Xhttp://vi.wikipedia.org/w/index.php?title=%C4%90%E1%BB%91i_ngo%E1%BA%A1i&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90a_d%E1%BA%A1ng_h%C3%B3a&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90a_ph%C6%B0%C6%A1ng_h%C3%B3a&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=%C4%90a_ph%C6%B0%C6%A1ng_h%C3%B3a&action=edit&redlink=1http://vi.wikipedia.org/wiki/Quan_h%E1%BB%87_qu%E1%BB%91c_t%E1%BA%BFhttp://vi.wikipedia.org/w/index.php?title=C%E1%BB%99ng_%C4%91%E1%BB%93ng_th%E1%BA%BF_gi%E1%BB%9Bi&action=edit&redlink=1http://vi.wikipedia.org/wiki/H%C3%B2a_b%C3%ACnhhttp://vi.wikipedia.org/wiki/H%C3%B2a_b%C3%ACnhhttp://vi.wikipedia.org/wiki/%C4%90%E1%BB%99c_l%E1%BA%ADphttp://vi.wikipedia.org/w/index.php?title=Ph%C3%A1t_tri%E1%BB%83n&action=edit&redlink=1http://vi.wikipedia.org/wiki/%C4%90%E1%BB%95i_m%E1%BB%9Bihttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/1992http://vi.wikipedia.org/wiki/Hoa_K%E1%BB%B3http://vi.wikipedia.org/wiki/1995http://vi.wikipedia.org/wiki/ASEANhttp://vi.wikipedia.org/wiki/Li%C3%AAn_Hi%E1%BB%87p_Qu%E1%BB%91chttp://vi.wikipedia.org/w/index.php?title=ECOSOC&action=edit&redlink=1http://vi.wikipedia.org/wiki/UNDPhttp://vi.wikipedia.org/w/index.php?title=UNFPA&action=edit&redlink=1http://vi.wikipedia.org/wiki/UPUhttp://vi.wikipedia.org/wiki/1997http://vi.wikipedia.org/wiki/C%E1%BB%99ng_%C4%91%E1%BB%93ng_Ph%C3%A1p_ng%E1%BB%AFhttp://vi.wikipedia.org/wiki/1998http://vi.wikipedia.org/wiki/ASEANhttp://vi.wikipedia.org/wiki/2003http://vi.wikipedia.org/wiki/Ch%C3%A2u_Phihttp://vi.wikipedia.org/wiki/2004http://vi.wikipedia.org/wiki/ASEMhttp://vi.wikipedia.org/wiki/2006http://vi.wikipedia.org/wiki/APEChttp://vi.wikipedia.org/wiki/11_th%C3%A1ng_1http://vi.wikipedia.org/wiki/T%E1%BB%95_ch%E1%BB%A9c_Th%C6%B0%C6%A1ng_m%E1%BA%A1i_Th%E1%BA%BF_gi%E1%BB%9Bihttp://vi.wikipedia.org/wiki/16_th%C3%A1ng_10http://vi.wikipedia.org/wiki/New_Yorkhttp://vi.wikipedia.org/wiki/H%E1%BB%99i_%C4%91%E1%BB%93ng_B%E1%BA%A3o_an_Li%C3%AAn_Hi%E1%BB%87p_Qu%E1%BB%91c7/31/2019 cong ty kinh do
8/41
phi cnh tranh vi cc sn phm cng loi ca cc cng ty nc ngoi nhp khu vo
Vit Nam.
Lut
Chnh sch u i thu thu nhp doanh nghip i vi cc doanh nghip nim yttrn th trng chng khon.
Trong giai on khng hong kinh t nm 2008 - 2009, Chnh ph h tr
doanh nghip v ngi dn v thu. B Ti chnh tnh ton c th trin khai cc
u i v thu ngay t u nm 2009. C th, gim 30% thu thu nhp doanh nghip
ngay trong qu 4/2008; gim 30% thu cho doanh nghip kh khn trong nm 2009; thi
gian chm np thu thay v 6 thng nh trc y nay ko di ln 9 thng; hon thu
VAT nhanh hn.
Bn cnh Th tng Nguyn Tn Dng cn giao cho ngnh Ti chnh thc
hin trong nm 2009 l bo lnh cho doanh nghip va v nh vay vn; giao Ngn hng
Pht trin (thuc B Ti chnh) bo lnh cho doanh nghip vay. Cc doanh nghip c
tip cn vi ngun vn h tr li sut ngn hn.
Vn ha x hi
Trnh vn haS tc ng ca cc yu t vn ho thng c tnh di hn v tinh t hn so vi
cc yu t khc v phm vi tc ng ca cc yu t vn ho thng rt rng. Cc kha
cnh hnh thnh mi trng vn ho x hi c nh hng mnh m n cc hot ng
kinh doanh nh: nhng quan im o c, thm m, v li sng, v ngh nghip;
nhng phong tc, tp qun, truyn thng; nhng quan tm v u tin ca x hi; trnh
nhn thc, hc vn chung ca x hi nhng kha cnh ny cho thy cch thc
ngi ta sng, lm vic, hng th cng nh sn xut v cung cp dch v. Vn t
ra i vi nh qun tr doanh nghip l khng ch nhn thy s hin din ca nn vn
ho x hi hin ti m cn l d on nhng xu hng thay i ca n, t ch ng
hnh thnh chin lc thch ng.
Tn gio, tn ngng
Vit Nam l quc gia c nhiu loi hnh tn ngng, tn gio. Vi v tr a l
nm khu vc ng Nam c ba mt gip bin, Vit Nam rt thun li trong mi giaolu vi cc nc trn th gii v cng l ni rt d cho vic thm nhp cc lung vn
ho, cc tn gio trn th gii.
7/31/2019 cong ty kinh do
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V mt dn c, Vit Nam l quc gia a dn tc vi 54 dn tc anh em. Mi dn
tc, k c ngi Kinh (Vit) u lu gi nhng hnh thc tn ngng, tn gio ring ca
mnh. Ngi Vit c cc hnh thc tn ngng dn gian nh th cng ng b t tin, th
Thnh hong, th nhng ngi c cng vi cng ng, dn tc, th thn, th thnh,nht l tc th Mu ca c dn nng nghip la nc.
c tnh, hin nay Vit Nam c khong 80% dn s c i sng tn ngng,
tn gio, trong c khong gn 20 triu tn ca 6 tn gio ang hot ng bnh
thng, n nh, chim 25% dn s.
Trong nhng sinh hot tn gio th thng c chun b thc n v bnh ko l
mt phn khng th thiu. S a dng v tn gio v th cng theo tin ngng cng to
iu kin tt cho ngnh sn xut bnh ko pht trin.
Dn s, lao ng
C cu lao ng ca Vit Nam cn th hin s lc hu, t trng lao ng trong
nng nghip chim hn 50%, thm vo i ng lao ng cha qua o to l ph
bin, phng thc o to theo kiu truyn ngh, cm tay ch vic l chnh nn trnh
tay ngh thp, tnh ng u khng cao. Th lnh ngh bc cao t, thiu quy hoch o
to.Hin lao ng c nc ang dn v cc khu cng nghip, khu th nh
TP.HCM, ng Nai, Bnh Dng... Lao ng t khu vc Nh nc chuyn sang khu
vc ngoi quc doanh, t nng thn chuyn ra thnh th... y l s dch chuyn t
nhin theo quy lut nc chy v ch trng, mt s iu tit mang tnh th trng.
Dn s Vit Nam phn ln vn cn sng nng thn, chim 75% dn s c
nc, s di c vo cc trung tm th ln s c nh hng quan trng n thi quen
tiu dng trong nhiu nm ti. D on nm 2020, dn s Vit Nam s ng th t Chu , ch sau Trung Quc, n v Indonesia, vt qua c Nht Bn - t nc
ang c s dn ngy cng gim.
T l pht trin ny s mang li mt vi xu hng tiu dng mi v nhng thay
i trong vng 10 nm ti, k c vic nhn i lc lng lao ng; nhn i s lng
nhng ngi a ra quyt nh v s ngi tiu th; kiu h gia nh nh hn s kch
thch hn na vic tiu dng.
Phong tc tp qun, li sng
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Quan nim sng hin nay c s thay i rt nhiu, cng vi vi sng ngy cng
ci thin l nhu cu sng ngy cng cao hn. Ngi dn quan tm nhiu hn n nhng
tiu chun an ton thc phm, mc cht lng, v sinh ca sn phm, c bit l
thc phm. Ngi tiu dng Vit Nam s cn quan tm nhiu hn na n sc kho,n cc thnh phn v cc nhn hiu chng hn nh hm lng cht bo thp hoc
hm lng cholesterol thp.
V li mua sm, cc nh u t quc t v ni a bt u nhn thy tim nng
ca hin tng thng mi hin i Vit Nam. nh hng ca thng mi hin i s
th hin qua vic ngi Vit Nam mua sm nh th no. Trc ht, tn s mua sm s
gim bt v ngy cng t ngi tiu dng mua sm hng ngy cc ch v h bt u
mua khi lng ln theo tun. Th tn dng s cho php vic mua sm tng ln, bi v
ngi tiu dng s c th dng loi th nha ny thay v phi em theo nhiu tin trong
v. D bo, cc i l thng mi hin i s cch mng ho thi quen tiu dng bng
vic gim tn s mua sm v tng gi tr mua sm.
S thch i du lch ca ngi dn cng l mt im ng ch i vi cc nh
sn xut bnh ko. Du lch gia tng ko theo l vic gia tng cc nhu cu thc phm
ch bin sn ni chung v bnh ko ni ring.
iu kin t nhin
iu kin t nhin bao gm v tr a l, kh hu, cnh quan, t ai, ti nguyn
thin nhin, s trong sch ca mi trng nc v khng kh
C th ni cc iu kin t nhin lun l yu t quan trng trong cuc sng con
ngi, mt khc cng l yu t u vo quan trng ca nhiu ngnh kinh t nh: nng
nghip, cng nghip khai thc khong sn, du lch, vn tiTrong thp nin gn y, nhn loi ang phi i mt vi s nhim ca mi
trng ngy cng tng, s cn kit v khan him cc ngun ti nguyn v nng lng,
s mt cn bng v mi trng sinh thiTrong bi cnh nh vy, chin lc kinh
doanh ca cc doanh nghip phi p ng cc yu cu sau:
- u tin pht trin cc hot ng sn xut kinh doanh hoc dch v nhm khai
thc tt cc iu kin v li th ca mi trng t nhin trn c s m bo s duy tr,
ti to v gp phn tng cng cc iu kin t nhin nu c th.
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- Phi c thc tit kim v s dng c hiu qu cc ngun ti nguyn thin
nhin, c bit cn phi lm cho cc nh qun tr c thc trong vic chuyn dn t
vic s dng cc ngun ti nguyn khng th ti sinh sang s dng cc vt liu nhn to.
- y mnh vic nghin cu pht trin cng ngh, sn phm gp phn bo vmi trng, mi sinh, gim thiu ti a nhng tc ng gy nhim mi trng do hot
ng ca doanh nghip gy ra.
Yu t kinh t
Hot ng ca doanh nghip lun lun b nh hng bi nhng din bin ca
mi trng v m. Mi trng kinh t v m bao gi cng cha ng nhng c hi v
e do khc nhau. Cc yu t c bn thng c quan tm l:
- Li sut v xu hng ca li sut trong nn kinh t. Vn ny c nh hng
n xu th tit kim, tiu dng, u t trong dn chng, do vy s c nh hng n
hot ng ca doanh nghip.
- Xu hng ca tng sn phm quc ni v tng sn phm quc dn. y l s
liu th hin tc tng trng ca nn kinh t v tc tng thu nhp bnh qun tnh
trn u ngi. Nhng ch tiu ny s cho php doanh nghip c lng c dung
lng ca th trng cng nh th phn ca doanh nghip.- Xu hng ca t gi hi oi: s thay i t gi hi oi c th nh hng trc
tip n hot ng xut nhp khu v hot ng ca c nn kinh t.
- Xu hng tng, gim thu nhp thc t bnh qun u ngi v s gia tng s h
gia nh. Xu hng ny s tc ng trc tip n quy m v tnh cht ca th trng
trong tng lai cng nh s tc ng n hot ng kinh doanh ca doanh nghip.
Chng hn, khi thu nhp thc t bnh qun u ngi tng ln, ngi tiu dng khng
nhng ch trng n cht lng sn phm m cn quan tm n cht lng dch v. Dovy doanh nghip mt mt phi quan tm n vic ci tin sn phm, mt khc phi
quan tm n vic thc hin, ci tin cng nh m rng thm cc dch v mi nhm p
ng yu cu ca khch hng. Bn cnh , cc ngnh doanh v s pht trin mnh hn.
- Lm pht: tc u t vo nn kinh t s ph thuc vo mc lm pht. Vic
duy tr mt mc lm pht va phi c tc dng khuyn khch u t vo nn kinh t.
kch thch s tng trng ca th trng.
- Cn cn thanh ton quc t: do quan h xut nhp khu quyt nh.
- Bin ng trn th trng chng khon.
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12/41
- H thng thu v cc mc thu: thu nhp hoc chi ph ca doanh nghip s thay
i khi c s thay i ca h thng thu hoc mc thu sut.
GDP
Theo suy gim kinh t nhng thng cui nm 2008, tc tng trng snphm trong nc qu I/2009 ch t 3,14% l qu c tc tng thp nht trong nhiu
nm gn y. Nhng qu II, qu III v qu IV ca nm 2009, tc tng tng sn phm
trong nc nng dn ln ln lt l 4,46%; 6,04% v 6,9%.
Tnh chung c nm 2009, tng sn phm trong nc tng 5,32%. Trong , khu
vc nng, lm nghip v thy sn tng 1,83%; khu vc cng nghip v xy dng tng
5,52%; khu vc dch v tng 6,63%.
Tng cc trng Tng cc thng k - ng Nguyn c Ha nhn nh: Tc
tng trng kinh t nm 2009 tuy thp hn tc tng 6,18% ca nm 2008 nhng
vt mc tiu tng 5% ca k hoch, c bit l trong bi cnh nhiu nn kinh t tng
trng m m nc ta vn tng trng dng tng i cao nh trn l mt thnh cng
ln.
Cc ch s v GDP theo t gi
Nm GDP theo t gi(t USD)
GDP t gi theo ungi (USD)
Tng trng
2007 71,4 823 8,5%2008 89,83 1024 6,2%2009 92,84 1040 5,3%2010 6,5%*
(*) - D kin
Li sut
Tri qua cuc khng hong kinh t nm 2007-2008, li sut huy ng tng caodn n li sut cho vay tha thun gia ngn hng vi khch hng trong nm 2008 qu
cao, nhiu doanh nghip gp kh khn trong vic tip cn ngun vn. Sang nm 2009,
ngn hng nh nc h li sut c bn ng thi Chnh ph a ra cc gi kch cu
pht trin kinh t, cc doanh nghip sn xut kinh doanh c cho vay h tr li sut
vi mc 4%/nm. Nh vo s linh hot trong iu hnh chnh sch tin t v chnh sch
ti kha ca Chnh Ph, cc doanh nghip Vit Nam trong c Cng ty Kinh c
ng lc vt qua giai on kh khn ca nn kinh t.
Thng tin v li sut c bn ca Ngn hng Nh Nc vit Nam
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LOI LI
SUT
LI SUT VN BN CN C P DNG
T
MC LI SUT CAO
NHT CHO PHP TRONG
CC GIAO DCH
Li sut c bn 8%/nm Quyt nh s2665/Q-NHNN
01/12/2009 Khng vt 150% li sut cbn
Li sut c bn 7%/nm Quyt nh s
1811/Q-NHNN
01/08/2009 Khng vt 150% li sut c
bn
Li sut c bn 7%/nm Quyt nh s
1539/2009/Q-
NHNN
01/07/2009 Khng vt 150% li sut c
bn
Li sut c bn 7%/nm Quyt nh s1250/2009/Q-
NHNN
01/06/2009 Khng vt 150% li sut cbn
Li sut c bn 7%/nm Quyt nh s /Q-
NHNN ngy ./2009
01/05/2009 Khng vt 150% li sut c
bn
Li sut c bn 7%/nm Quyt nh s
626/Q-NHNN ngy
24/3/2009
01/04/2009 Khng vt 150% li sut c
bn
Li sut c bn 7%/nm Quyt nh s
378/Q-NHNN ngy
24/2/2009
01/03/2009 Khng vt 150% li sut c
bn
Li sut c bn 7%/nm Quyt nh s
172/Q-NHNN ngy
23/1/2009
01/02/2009 Khng vt 150% li sut c
bn
Li sut c bn 8,5%/nm Quyt nh s
3161Q-NHNN ngy
19/12/2008
22/12/2008 Khng vt 150% li sut c
bn
Li sut c bn 10%/nm Quyt nh s
2948/Q-NHNN
ngy 03 /12/2008
5/12/2008 Khng vt 150% li sut c
bn
Li sut c bn 11%/nm Quyt nh s
2809/Q-NHNN
ngy 20/11/2008
21/11/2008 Khng vt 150% li sut c
bn
http://www.sbv.gov.vn/vn/vbluat/NHNN/2009/QUYETDINH/2009_03_25_081130.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/QUYETDINH/2009_03_25_081130.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/QUYETDINH/2009_03_25_081130.tifhttp://www.sbv.gov.vn/vn/tintuc/vp/levantuyen/tin/tintuc_2009_02_24_112453.tif?tin=4337http://www.sbv.gov.vn/vn/tintuc/vp/levantuyen/tin/tintuc_2009_02_24_112453.tif?tin=4337http://www.sbv.gov.vn/vn/tintuc/vp/levantuyen/tin/tintuc_2009_02_24_112453.tif?tin=4337http://www.sbv.gov.vn/vn/vbluat/NHNN/2009/VBCDDH/2009_01_23_031116.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/VBCDDH/2009_01_23_031116.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/VBCDDH/2009_01_23_031116.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_19_035634.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_19_035634.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_19_035634.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_03_040335.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_03_040335.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_03_040335.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/VBCDDH/2008_11_20_100624.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/VBCDDH/2008_11_20_100624.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/VBCDDH/2008_11_20_100624.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/QUYETDINH/2009_03_25_081130.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/QUYETDINH/2009_03_25_081130.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/QUYETDINH/2009_03_25_081130.tifhttp://www.sbv.gov.vn/vn/tintuc/vp/levantuyen/tin/tintuc_2009_02_24_112453.tif?tin=4337http://www.sbv.gov.vn/vn/tintuc/vp/levantuyen/tin/tintuc_2009_02_24_112453.tif?tin=4337http://www.sbv.gov.vn/vn/tintuc/vp/levantuyen/tin/tintuc_2009_02_24_112453.tif?tin=4337http://www.sbv.gov.vn/vn/vbluat/NHNN/2009/VBCDDH/2009_01_23_031116.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/VBCDDH/2009_01_23_031116.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2009/VBCDDH/2009_01_23_031116.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_19_035634.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_19_035634.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_19_035634.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_03_040335.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_03_040335.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_12_03_040335.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/VBCDDH/2008_11_20_100624.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/VBCDDH/2008_11_20_100624.tifhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/VBCDDH/2008_11_20_100624.tif7/31/2019 cong ty kinh do
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Li sut c bn 12%/nm Quyt nh s
2559/Q-NHNN
ngy 03/11/2008
05/11/2008 Khng vt 150% li sut c
bn
Li sut c bn 13%/nm Quyt nh s2316/Q-NHNN
ngy 20/10/2008
21/10/2008 Khng vt 150% li sut cbn
Li sut c bn 14%/nm Quy t nh 2131/Q -
NHNN ngy
26/9/2008
1/10/2008 Khng vt 150% li sut c
bn
Li sut c bn 14%/nm Quyt nh s
1906/Q-NHNN
ngy 29/8/2008
1/9/2008 Khng vt 150% li sut c
bn
Li sut c bn 14%/nm - Quyt nh s
1727/Q-NHNN
ngy 30/7/2008
1/8/2008 Khng vt 150% li sut c
bn
Li sut c bn 14%/nm - 1434/Q-NHNN
ngy 26 thng 6 nm
2008
1/07/2008 Khng vt 150% li sut c
bn
Li sut c bn 12%/nm 1257/Q-NHNN
ngy 30 thng 5 nm
2008
01/06/2008 Khng vt 150% li sut c
bn
Li sut c bn 12%/nm 1099/Q-NHNN
ngy 16 thng 5 nm
2008
19/05/2008 Khng vt 150% li sut c
bn
Li sut c bn 8.75%/nm 978/Q-NHNN ngy
29/4/2008
01/05/2008 Khng vt 150% li sut c
bn
Li sut c bn 8.75% 689/Q-NHNN
ngy 31 thng 03
nm 2008
01/04/2008 Khng vt 150% li sut c
bn
Li sut c bn 8.75%/nm Quyt nh
479/Q-NHNNngy 29 thng 2
01/03/2008 Khng vt 150% li sut c
bn
http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdfhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdfhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdfhttp://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.chinhphu.vn/vanbanpq/lawdocs/QD2131NHNN.TIF?id=79777http://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdfhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdf7/31/2019 cong ty kinh do
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nm 2008
Li sut c bn 8.75%/nm 305/Q-NHNN
Ngy 30/1/2008
01/02/2008 Khng vt 150% li sut c
bn
Li sut c bn 8.25%/nm 3096/Q-NHNN 01/01/2008 Khng vt 150% li sut cbn
Li sut c bn 8.25%/nm 2881/Q-NHNN 01/12/2007 Khng vt 150% li sut c
bn
Yu t cng ngh
S ra i ca my mc, thit b mi
y l mt trong nhng yu t rt nng ng, cha ng nhiu c hi v e do
i vi doanh nghip. Nhng p lc v e do t mi trng cng ngh c th l:
- S ra i ca cng ngh mi lm xut hin v tng cng u th cnh tranh ca
cc sn phm thay th, e do cc sn phm truyn thng ca ngnh hin hu.
- S bng n ca cng ngh mi lm cng ngh hin hu b li thi v to p lc
cho cc doanh nghip phi i mi cng ngh tng cng kh nng cnh tranh.
- S ra i ca cng ngh mi cng to iu kin thun li cho nhng ngi xm
nhp mi v lm tng thm p lc e do cc doanh nghip hin hu trong ngnh.
- S bng n ca cng ngh mi cng lm cho vng i cg ngh c xu hng
ngn li, iu nng lm tng p lc phi rt ngn thi gian khu hao so vi trc.
Qu trnh ton cu ho ang din ra mnh m trn ton th gii v tc ng n hu ht
cc quc gia. Mt trong nhng im ni bc ca ton cu ho l s nh hnh ca nn
kinh t tr thc m trng tm l s pht trin ca khoa hc cng ngh v vai tr ca
chng trong i sng. Nn kinh t tri thc ang nh hnh r nt hn vi nhng du hiucho thy s khc bit ca n thi i ngy nay so vi trc kia trong qu trnh sn
xut nh:
- S sng to (sn xut) ra tri thc din ra vi tc nhanh v quy m ln hn.
- Vic s dng kin thc khoa hc cng ngh vo sn xut tr thnh nhu cu
thng nht ca x hi.
- Vic x l, chuyn giao kin thc v thng tin din ra nhanh chng, rng khp
nh vo s pht trin ca h thng cng c hin i, trong cng ngh thng tin c vai
tr quyt nh.
http://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdfhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_01_30_095119.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_01_30_095119.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2007/QUYETDINH/2007_11_30_023625.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_02_29_035747.pdfhttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_01_30_095119.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2008/QUYETDINH/2008_01_30_095119.dochttp://www.sbv.gov.vn/vn/vbluat/NHNN/2007/QUYETDINH/2007_11_30_023625.doc7/31/2019 cong ty kinh do
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S pht trin trn thc s to iu kin ht sc thun li cho giao thng
quc t v phng din thi gian cng nh chi ph.
S pht trin ca cng ngh
Tuy nhin ti Vit Nam hin ti, tnh trng cng ngh cn ht sc lc hu, chac u t i mi nhiu, thiu trang thit b tinh ch mang tnh hin i do cht
lng sn phm khng ng u, nng sut thp dn ti gi thnh cao lm gim sc
cnh tranh ca sn phm. Theo Bo co Cnh tranh Ton cu ca Din n Kinh t Th
gii (WEF) cng b nhng nm gn y th Ch s cnh tranh tng trng ca nn kinh
t nc ta t v tr th 60/101 nm 2003 li xung v tr 79/104 nm 2004 v 81/117
nm 2005; Ch s cnh tranh doanh nghip cng tt t v tr 50/102 nm 2003 xung
79/104 nm 2004 v 80/116 nm 2005. Mt trong nhng nguyn nhn quan trng lm
cho ch s cnh tranh ca nn kinh t nc ta thp v v tr xp hng lin tc b st gim
l do ch s ng dng cng ngh thp. Trong Bo co Cnh tranh Ton cu nm 2005
ca WEF nu trn th ch s ny ca nc ta ng v tr 92/117. Nm 2004, Din
n Kinh t Th gii cng a ra Bng xp hng cc ch s cng ngh. Trong Bng
xp hng ny, th bc ca nc ta thua km rt xa so vi Thi Lan: (1) Ch s cng
ngh Thi Lan ng th 43, trong khi Vit Nam v tr 92; (2) Ch s i mi cngngh Thi Lan 37, Vit Nam 79; (3) Ch s chuyn giao cng ngh Thi Lan 4, Vit
Nam 66; (4) Ch s thng tin v vin thng Thi Lan 55, Vit Nam 86. T l s dng
cng ngh cao trong cng nghip ca nc ta hin nay mi chim khong 20%, trong
khi ca Phi-li-pin l 29%; Thi Lan 31%; Ma-lai-xi-a 51%, Xin-ga-po 73%. Vi trnh
trng nh vy khi hi nhp kinh t, nu khng chun b i mi cc doanh nghip Vit
Nam s rt kh khn trong vic to ra sn phm cnh tranh c trn th trng.
Trnh tip cn cng ngh mi
Mt c im ht sc quan trng cn phi cp ti Vit Nam hin nay l i
ng cn b k thut, qun l, cng nhn phn ln khng c o to y theo yu
cu mi. c bit, thiu i ng cn b c trnh , c ngoi ng tip cn vi nhng
tin b ca khoa hc k thut th gii.
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Mi trng vi m
Khch hng
Thng thng doanh nghip s b nh hng bi quy m nhu cu sn phm hoc
dch v hin ti v tim nng, li ch mong mun, th hiu, kh nng thanh ton ca
khch hng. Cc doanh nghip thng quan tm n nhng thng tin ny nh hngtiu th.
Sc p v gi c
Cuc sng ngy cng pht trin, ngi dn cng c thm nhiu s la chn trong
vic mua sm hng ha, thc phm... Bn cnh , mc thu nhp l c hn, ngi tiu
dng lun mun mua c nhiu sn phm vi chi ph b ra l t nht nn gi c ca
hng ha lun l mi quan tm ln ca ngi tiu dng. Ngi tiu dng lun c xu
hng mun mua hng gi r nhng cht lng tt.
p lc v cht lng sn phm
Tp on a quc gia Millward Brown (Millward Brown l tp on chuyn v
qung co, truyn thng tip th, truyn thng i chng v nghin cu gi tr thng
hiu, c 75 vn phng t ti 43 quc gia) phi hp vi cng ty nghin cu th trng
Custumer Insights va cng b 10 thng hiu thnh cng ti Vit Nam gm: Nokia,
Dutch Lady, Panadol, Coca Cola, Prudential, Coolair, Kinh , Alpenliebe, Doublemintv Sony. Bo co cng ch ra 10 thng hiu c tim nng pht trin mnh trong tng
CTCPCTCP
Kinh Kinh
TTTATAAA
NCNCCC
KHKH
SPSPTTTT
TTCTCTp lc cnh tranh
p lc gia nhp
p lc mt c
p lc cung cp p lc thay th
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lai l Kinh , Flex, Sachi (tn sn phm Snacks ca Kinh ), S x, Bo Vit, bia H
Ni, Vinamilk, Milk, 333 v Jak. Kt qu ny c nghin cu trn 4.000 ngi tiu
dng ti H Ni v TP HCM, vi phng php Barnd Dynamics l cng c o lng
gi tr thng hiu ca Millward Brown. Nhm nghin cu phng vn ngi tiudng nh gi tng cng 60 thng hiu v 10 loi sn phm.
Cc tiu ch nh gi l s yu thch ca ngi tiu dng vi sn phm cng nh
nhng li ch, cch trnh by v gi tr ca sn phm.
Nh vy qua kt qu kho st cho thy, Kinh l doanh nghip duy nht trong
ngnh sn xut bnh ko c ngi tiu dng quan tm v yu thch. Tuy nhin, p lc
v s thay i s la chn i vi cc sn phm khc vn lun tn ti nu Kinh
khng tip tc to ra nhng sn phm v dch v tt nht cho ngi tiu dng.
Nh cung cp
Sc p v cht lng ngun nguyn liu
Nh cung cp c th khng nh quyn lc ca h bng cch e do tng gi
hoc gim cht lng sn phm dch v cung ng. Cc i tng doanh nghip cn
quan tm l: nh cung cp nguyn vt liu, thit b, vt t; nh cung cp ti chnh cc
t chc tn dng ngn hng; ngun lao ng. Gi c
Kinh s dng ngun nguyn liu trong nc v nhp khu. Thng thng
Kinh mua hng vi s lng t hng ln nn sc mnh m phn cao.
Tin giao hng
Cng ty Kinh k kt hp ng vi nh cung cp ht sc cht ch do tin
giao hng lun c m bo. Bn cnh , cng ty cn lm tt cng tc lp k
hoch s dng nguyn vt liu nn cng ty lun ch ng m bo nguyn liu cho
sn xut.
S lng nh cung cp
Nh cung cp nguyn liu ca Kinh c th chia ra thnh nhiu nhm hng: nhm
bt, nhm ng, nhm b sa, nhm hng liu, nhm ph gia ho cht Sau y l
mt s nh cung cp cung cp cc nhm nguyn liu chnh cho Kinh :
- Nhm bt: Nh cung cp bt m Bnh ng, i Phong- Nhm ng: nhmy ng Bin ho, ng Juna, ng Bonborn, nh my ng Ph Yn
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- Nhm b sa: nhm hng ny Kinh ch yu s dng t nc ngoi thng
qua vic nhp trc tip v qua nh phn phi hoc i l ti Vit nam.
- Nhm hng liu, ph gia ho cht: s dng ch yu t nc ngoi, Kinh
mua thng qua vn phng i din hoc nh phn phi ti Vit Nam, mt s hnghng liu m Kinh ang s dng l: Mane, IFF, Griffit, Cornell Bros
V bao b: Kinh ch yu s dng bao b trong nc. Cc loi bao b Kinh
s dng l: bao b giy, bao b nha v bao b thit. Cc nh cung cp ch yu ca Kinh
i vi bao b l: Visinpack (bao b giy), Tn Tin (bao b nha), M Chu (bao b
thit).
i th cnh tranh hin ti
Nhng ni dung then cht ca vic phn tch i th cnh tranh:
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Hin nay trong ngnh sn xut bnh ko c nhiu nh sn xut vi quy m sn
xut kinh doanh nhiu mc khc nhau. Mt khc, cc sn phm bnh ko rt a
dng v phong ph.
Lun to p lc giKhi c nhiu i th cng sn xut trong mt ngnh hng, doanh nghip lun
phi i mt vi p lc gim gi bn sn phm nng cao sc cnh tranh. Cc chnh
sch khuyn mi cng l mt vn lm au u cc nh qun l doanh nghip.
Cht lng sn phm
Trong ngnh hng sn xut bnh ko, c rt nhiu cng ty tham gia hot ng.
Vi ngun cung phong ph nh vy, lm th no sn phm ca cng ty Kinh c
th ng vng v pht trin trn th trng? Gi c l mt vn quan trng, song cht
lng ca sn phm cn quan trng hn gp nhiu ln. Ngi tiu dng khng chp
nhn vic b ra mt khon tin mua mt sn phm km cht lng. Cht lng ca
sn phm bnh ko Kinh ngy cng c ch trng nhiu hn v phi lun m bo
yu cu v sinh an ton thc phm.
S thay i quy m th trng
C th khng nh rng hin nay mc cnh tranh ca Kinh trn th trngVit Nam kh tt. Tuy nhin, khng ai c th khng nh rng sc cnh tranh ny l
tuyt i. Sau y l mt s nh sn xut c th cnh tranh vi Kinh
Cng Ty C Phn Bnh Ko Bin Ha (Bibica)
Cc chng loi sn phm chnh: Bnh quy, bnh cookies, bnh layer cake,
chocolate, ko cng, ko mm, ko do, snack, bt ng cc dinh dng, bnh trung thu,
mch nha Vi mc tiu hot ng l lun hng n sc kho v li ch ca ngi
tiu dng, Bibica hp tc vi Vin Dinh Dng Vit Nam nghin cu cc sn
phm cho ph n mang thai, tr em, nhng ngi b bnh tiu ng hoc bo ph.
Bibica hot ng vi chnh sch cht lng Khch hng l trng tm trong mi hot
ng.
V nng lc v cng ngh sn xut:vi sn phm ko cng v ko mm Bibica
sn xut trn cc dy chuyn lin tc vi cc thit b ca Chu u. Vi nng sut :
10.000 tn/nm, Bibica l mt trong nhng nh sn xut ko ln nht ca Vit nam. Doc sn xut t cc ngun nguyn liu cht lng cao, c bit l mch nha, nn sn
phm ko cng ca Bibica c hng v kh tt.
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Sn phm layer cake (bnh bng lan kp kem) c sn xut trn dy chuyn
thit b ca : ng b, khp kn, p dng cc nguyn tc m bo an ton v sinh thc
phm vi sn lng hng nm hn 1500 tn.
Sn phm chocolate ca Bibica cng c sn xut theo cng ngh v thit bca Anh. Sn lng hng nm khong 600 tn chocolate cc loi. Ngoi cc sn phm
trn, Bibica cn c cc sn phm khc: bnh biscuit cc loi, bnh cookies, bnh xp
ph chocolate, snack cc loi, ko do... Tng cng hng nm, Bibica cung cp cho th
trng khong 15.000 tn bnh ko cc loi.
Cng ty Bnh Ko Qung Ngi
Cng ty Bnh ko Qung Ngi thuc Cng ty ng Qung Ngi B Nng
nghip & Pht trin Nng thn l mt n v chuyn sn xut v kinh doanh Bnh ko
nm Min Trung t nc. Bnh ko Qung Ngi hn 10 nm c ngi tiu
dng c nc bit n l mt sn phm cao cp vi a dng chng loi nh: Ko cc
loi: ko cng tri cy, ko cng sa, ko cng scla, ko xp tri cy, ko mm sa
b, ko mm scla, ko xp cm, bnh quy, bnh biscuits cc loai, bnh Crackers,
bnh mm ph chocolate. Mi nm nh my sn xut gn 10.000 tn sn phm cc loi.
Cng ty bnh ko Qung Ngi hot ng vi phng chm cht lng sn phm v vsinh an ton thc phm lun l mi quan tm hng u.
Nng lc v cng ngh sn xut: Sn phm Bnh mm ph Chocolate
(Chocovina) ca cng ty sn xut trn dy chuyn cng ngh v thit b ca Hn Quc.
Dy chuyn sn xut Chocovina ng b v khp kn, p dng nghim ngt cc tiu
chun v cht lng v nguyn tc m bo V sinh An ton Thc phm. Hng nm
dy chuyn Chocovina c kh nng sn xut: 2.500 tn sn phm.
Sn phm Cookies sn xut trn dy chuyn cng ngh an Mch. Nng sut: 5.000 tnsn phm/nm.
Sn phm Ko cng v Ko mm c sn xut trn dy chuyn cng ngh ca
i Loan. Nng sut dy chuyn Ko cng: 600 tn/nm, nng sut dy chuyn Ko
mm: 2.500 tn/nm.
Sn phm Snack c sn xut trn dy chuyn cng ngh ca i Loan. Nng
sut: 1.500 tn/nm.
Cng ty Vinabico
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Vinabico hot ng trong lnh vc Sn Xut v Kinh Doanh cc mt hng bnh
ko v thc phm ch bin. Sn phm ca Vinabico bao gm cc loi bnh quy, bnh
Snack, bnh Pilu, bnh Trung Thu, bnh ngt cc loi, bnh ci cao cp, bnh m, bnh
sinh nht, ko do Jelly, ko Nougat, ko mm, ko trang tr cc loi v.v. Nhng snphm ca Vinabico c sn xut trn dy chuyn my mc v cng ngh nhp t cc
nc nh Nht, c v . Cng vi cng ngh ch bin tin tin ca Nht Bn, thng
qua h thng qun l cht lng ISO 9001:2000, Vinabico hot ng vi phng chm
Cht lng cao - Gi c hp l.
Cng ty Bnh Ko Hi H
Cng ty c phn bnh ko Hi H ty c thnh lp t nm 1960 tin thn l mt
x nghip nh vi cng sut 2000 tn/ nm, nay pht trin thnh Cng ty C phn
Bnh ko Hi H vi qui m sn xut ln ti 20.000 tn/ nm
Cc lnh vc hot ng: Sn xut, kinh doanh trong v ngoi nc bao gm cc
lnh vc bnh ko v ch bin thc phm, kinh doanh xut nhp khu: cc loi vt t
sn xut, my mc thit b, sn phm chuyn ngnh, hng ho tiu dng v cc loi sn
phm hng ha khc, u t xy dng, cho thu vn phng, nh , trung tm thng
mi. Cc sn phm bnh ko chnh ca cng ty l: bnh quy, bnh ko hp, bnh kemxp, bnh Crackers, v ko cc loi.
Cng ty Kinh BibicaBnh ko
Qung Ngi
STT Cc yu t
Mc
quan
trng
Hng
im
quan
trng
Hng
im
quan
trng
Hng
im
quan
trng1 Th phn 0.12 4 0.48 3 0.36 2 0.24
2Kh nng cnh
tranh gi0.05 3 0.15 3 0.36 3 0.36
3S t ph v cht
lng sn phm0.1 3 0.3 3 0.36 2 0.24
4Mng li phn
phi0.12 4 0.48 2 0.24 2 0.24
5 Hiu qu Marketing 0.1 3 0.3 3 0.36 1 0.12
6
Lng trung thnh
ca khch hng 0.1 3 0.3 3 0.36 2 0.247 Sc mnh ti chnh 0.15 4 0.6 2 0.24 2 0.248 B quyt cng ngh 0.14 3 0.42 3 0.36 3 0.36
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i th c mt trn th trng Vit Nam, kinh doanh khc sn
phm ca cng ty nhng tng lai s kinh doanh cng sn phm ca Cng ty
i th mi tham gia kinh doanh trong ngnh c th lm gim li nhun ca
doanh nghip do h a vo khai thc cc nng lc sn xut mi, vi mong mun ginhc th phn v cc ngun lc cn thit.
Vn t ra i vi doanh nghip l phi duy tr hng ro hp php ngn cn
xm nhp t bn ngoi. Nhng ro cn ny bao gm: li th kinh t theo quy m, s
khc bit ca sn phm, kh nng tip cn vi knh phn phi, cc i hi v vn, chi
ph chuyn i
Vi nhu cu v thc phm ngy cng tng, cng thm nhng chnh sch u i
u t ca nh nc v hiu qu cao trong hot ng kinh doanh bnh ko, ngy cng
c nhiu nh u t tham gia lnh vc sn xut kinh doanh ny.
C th ni trong lnh vc thc phm, ro cn quan trng cho cc i th mi
nhp ngnh l tim lc v ti chnh kh kh nng v vn. V y l mt yu t rt quan
trng trong qu trnh u t nghin cu sn phm, u t cng ngh, qung b sn phm
n ngi tiu dng. i vi Kinh , tim lc v ti chnh gip cho cng ty to ra
s khc bit trong vic a dng ho sn phm, to ra cc sn phm c gi c v cht
lng cnh tranh nh u t ng mc.
MA TRN NH GI CC YU T BN NGOI (EFE)
Ma trn nh gi cc yu t bn ngoi cho php cc nh chin lc tm tt v
nh gi cc thng tin kinh t, vn ho, x hi, nhn khu, a l, chnh tr, chnh ph,
lut php, cng ngh v cnh tranh. Vic pht trin mt ma trn nh gi cc yu t bn
ngoi thng thng tri qua 5 bc.
Tng s im quan trng cao nht m t chc c th c l 4 v thp nht l 1.Tng s im quan trng trung bnh l 2.5. Tng s im quan trng l 4 cho thy t
chc ang phn ng rt tt vi cc c hi v e do hin ti trong mi trng ca h.
Tng s im l 1 cho thy nhng chin lc m doanh nghip ra khng tn dng
c cc c hi hoc trnh c cc mi e do bn ngoi.
Bng ma trn nh gi cc yu t bn ngoi
STT Cc yu t bn ngoi
Mc
quan trng Phn Loi
im quan
trng(1) (2) (3) (4) (5)1 Tim nng th trng ln. 0.1 4 0.4
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2
Nhiu sn phm bnh ko hn cho
ngi tiu dng la chn (cnh tranh
khc lit hn) khi gia nhp WTO.
0.2 4 0.8
3S thay i nhu cu thc phm dinh
dng cao cp. 0.2 4 0.8
4S thay i trong li sng ca nhn
khu.0.05 2 0.1
5Khuyn khch xut khu nhng sn
phm.0.05 2 0.1
6
Chun ho trong chnh sch php lut
ca chnh ph ph hp vi tnh hnh
quc t.
0.1 3 0.3
7 S thay i cng ngh. 0.1 4 0.4
8S dch chuyn lung vn t quc gia
ny sang quc gia khc.0.05 3 0.15
9S dch chuyn lao ng gia cc
ngnh.0.05 2 0.1
10H thng thng tin ngy cng pht
trin.0.1 3 0.3
Tng cng 1 3.45
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PHN TCH MI TRNG NI B
Ni lc cng ty
im mnh
im mnh ni b u tin phi ni n l lc lng nhn s cp cao. Banlnh o ca Kinh u l nhng ngi ni ting trong gii kinh doanh c phiu- mt
ngnh kinh doanh c ri ro cao, i hi phi c tm nhn chin lc tt.
S pht trin thnh cng ca cng ty trong nhng nm va qua-c nhn nh
l nhng nm kinh t Vit Nam chu nh hng ca cuc khng hong kinh t ton cu,
chng t Ban lnh o c kh nng d bo v thch ng kp thi trc nhng thay
i ca mi trng; kh nng hoch nh chin lc, qun l ri ro v iu hnh hot
ng hiu qu m bo s pht trin bn vng.
Lng tin v tinh thn on kt ca ton th cn b cng nhn vin, cp qun l
v Ban lnh o Kinh khng chn bc trc kh khn tr ngi no, quyt tm a
cng ty tr thnh Tp on thc phm hng u Vit Nam.
Dy chuyn sn xut hin i, c u t mi. Cng ngh sn xut c nhn
nh l vt tri so vi cc doanh nghip cng ngnh. C th nh:
+ Vi sn xut bnh Crackers gm c cc dy chuyn cng ngh Chu u trgi 2 triu USD, cng sut 20 tn / ngy c a vo sn xut nm 2000, cc my mc
thit b ca an mch, H Lan, M tr gi 3 triu USD, cng sut 30 tn / ngy, c
a vo sn xut nm 2003.
+ Vi bnh Cookies, dy chuyn sn xut an mch tr gi 5 triu USD, cng
sut 10 tn / ngy c a vo s dng t nm 1996. Dy chuyn sn xut bnh
Cookies Copo tr gi 1,2 triu USD c lp t v a vo s dng thng 5 / 2005.
+ Cc dy chuyn sn xut bnh m v bnh bng lan cng nghip tr gi 1.2
triu USD, cng sut 25tn / ngy c a vo sn xut nm 1997. Dy chuyn sn
xut bnh m ca Php, tr gi 1 triu USD a vo s dng nm 2004.
Lc lng nhn s ng o, do c th ca sn phm nn lc lng bn hng
chim s lng ln, c o to chuyn nghip. Thc hin nhiu chnh sch mi
duy tr ngun nhn lc v thu ht nhn ti. Bn cnh vic xy dng, bi dng i ng
nhn s ang c, cng ty cng c k hoch thu ht nhn s gii bn ngoi nhm cc mt lc lng ngun nhn lc qun tr theo kp vi s pht trin, m rng ca
cng ty trong tng lai.
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im yu
Do m rng thm lnh vc kinh doanh nh u t ti chnh, a c l nhng
ngnh c ri ro cao nn s nh hng khng nh n mng kinh doanh thc phm, bnh
ko. S pht trin mnh trong xu th ton cu ho i hi phi c ngun nhn lc c
trnh cao, ph hp.
Cng ty c qun l theo kiu gia nh tr s lm hn ch s hn ch s pht
huy ca ngi lao ng gii.
Phn tch hot ng Marketing (4P)
Product Sn phm
Mt trong nhng thng hiu ni ting nht Vit Nam, Kinh l nh sn xut
bnh ko hng u. Li th ni bt ca cng ty so vi cc doanh nghip trong cng
ngnh l ngnh hng a dng v chng loi, c nhiu dng sn phm khc nhau. Mt s
ngnh mnh nh ngnh Crackers (c cc nhn hiu nh AFC, Marie, Cream), ngnh
Cookies (bnh b nhn mt, bnh Trung Thu), ngnh bnh qu, ngnh bnh ti cng
nghip (bnh m, bng lan).
c bit sn phm bnh Trung thu chim c 75% th phn ca c nc. Nmbt thi c ma v Trung Thu v Tt Nguyn n, Kinh mnh dn u t, tip
tc i u trong vic ci tin mu m v nng cp cht lng sn phm bnh Trung Thu.
Nh vy, doanh s ma Trung Thu ca Kinh vn tng trng mnh bt chp bi
cnh kinh t kh khn v khuynh hng tit kim ca ngi tiu dng. Nm 2009 nh
du thng ip truyn thng mi ca Kinh v ngha Tt Trung Thu l Tt ca tnh
thn, c ngi tiu dng v x hi hng ng tch cc.
Vi thit k bao b hon ton mi, p, cht lng c ci tin khng thua km
cc sn phm ngoi nhp cao cp, sn phm cng ty Kinh c ngi tiu dng s
dng khng nhng nh nhng mn qu biu trao nhau, m cn l li gi gm cu chc
chn tnh trong dp l.
Sn phm ca Kinh c s t ph v cht lng, c ci tin, thay i mu
m thng xuyn vi t nht trn 40 sn phm mi mi nm. i vi cc sn phm hng
ngy nh bnh m, bnh Bng lan, bnh Crackers, Snacks, Kinh tng bc thchin cc bc quy hoch li cu trc ngnh hng, a dng ho chng loi, tng s hin
din trn knh v mc thm nhp th trng.
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c bit, bnh Crackers AFC ca Kinh sau khi ti nh v trong nm 2009
thnh sn phm dinh dng, t c mc nhn bit thng hiu trn 80%, vn
ln dn u vi th phn 55% trong bi cnh th trng khng my kh quan.
Mt im khc bit ca Kinh so vi cc doanh nghip khc l ngoi cngngh hin i, Cng ty rt ch trng vo k thut ch bin sn phm, nht l cng thc
pha ch ph gia, nh m cc loi bnh ko ca Kinh c mi v hp dn v ring
bit.
V mt cht lng, Cng ty ang p dng h thng qun l cht lng theo tiu
chun ISO 9001:2000 trong khu kim tra cht lng sn phm v dch v, do t chc
BVQI ca Anh Quc chng nhn thng 10/2002. H thng qun l cht lng ISO
9001:2000 c Cng ty tun th nghim ngt. T nm 2002 n nay, Cng ty c
t chc BVQI tin hnh ti nh gi h thng qun l cht lng ca Cng ty 7 ln
(theo chu k c 6 thng ti nh gi mt ln) vi kt qu tt
Place Phn phi
C mng li phn phi rng khp c nc ch yu qua 3 knh chnh: h thng
cc nh phn phi v i l, h thng cc Kinh Bakery (thuc cng ty C Phn Kinh
Si Gn) v Siu Th v cng ty C Phn Kinh Min Bc (phn phi cho cc tnhpha Bc) v thng qua cc i tc ng minh chin lc.
Gn 200 nh phn phi, 40 ca hng Kinh Barkery, hn 75.000 im bn l
vi1.000 nhn vin bn hng trn c nc. Mng li phn phi ny c nh gi l
mt trong nhiu h thng nh gi mnh trn c nc, thch ng vi nhng s bin
ng ca th trng. tiu th khong 85% doanh s bn ca cng ty.
H thng siu th ch yu tp trung thnh ph H Ch Minh, tiu th khong
10% doanh s ca cng ty. H thng Bakery c xy dng t nm 1999, hin nay phttrin vi 25 ca hng c quy m ln a bn thnh ph H Ch Minh v H Ni.
Promotion Chiu th
Khch hng ngy cng mong i nhng sn phm dch v c cht lng cao. Th
hiu tiu dng ca h cng thay i theo s pht trin ca nhn loi. nm bt c
s thay i nhanh chng ny, cng ty trin khai nghin cu th trng di nhiu hnh
thc khc nhau nh thu thp kin ngi tiu dng trong qu trnh
bn hng thng qua i ng nhn vin tip th ca cng ty v cc nh phn phi. T
cng ty s nhn c nhng thng tin phn hi ci tin sn phm v sn xut sn
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phm mi hoc thu thp thng qua cc cng ty t vn, cc t chc kho st thm d
thtrng, kho st thm d hiu qu cc chin dch qung co ca cng ty.
Chnh sch qung co tip th ca cng ty c thc hin vi mc tiu va m
bo tnh hiu qu ca qung co, va gi cho chi ph qung co mc hp l khnglm tng gi thnh. Cng ty thng tin hnh cc chin dch qung co theo ma i vi
nhng sn phm mang tnh ma v nh bnh Trung Thu, Cookies lm qu biu vo dp
l, tt; cc chin dch qung co sn phm mi trc khi tung sn phm mi ra th
trng; qung co cc chng trnh do cng ty ti tr. Phng tin qung co ch yu l
tivi, bng rn, bo ch.. Tn sut xut hin qung co lin tc, vi ni dung y
ngh nhn vn tc ng tch cc n ngi xem.
Cng ty cng thng p dng cc chng trnh khuyn mi vo cc dp l tt,
cc chng trnh ny thng thu c hiu qu nhanh do tc ng n ngi tiu dng
cui cng.
Cng ty tham gia nhiu hi ch thng mi trong nc v quc t, hi ch
hng Vit Nam cht lng cao vi mc tiu qung b thng hiu. Bng vic tham gia
cc hot ng x hi, ti tr cho hot ng vn ho, th thao, cng ty to nn hnh
nh p ca Kinh trong lng ngi tiu dng.
Tin phong trong nghin cu v pht trin sn phm mi. Kinh c bit ch
trng n cng tc ny, xem y l nhim v khng ch ca ring b phn Nghin cu
Pht trin (R&D) m cn l trch nhim ca Hi ng qun tr v Ban Tng Gim c.
Hot ng nghin cu pht trin ca Kinh c tin hnh kh a dng, bao gm:
+ Nghin cu sn xut sn phm mi, t khu s ch nguyn vt liu, ch bin,
nh hnh n khu ng gi, bo qun sn phm.
+ Nghin cu bin php ci tin cc sn phm hin c v cht lng, kiu dng,bao b.
+ Nghin cu vic sn xut sn phm trn cc dy chuyn mi u t hoc d
kin u t.
+ Nghin cu vic s dng cc nguyn vt liu mi vo qu trnh sn xut sn
phm.
+ Nghin cu vic sn xut cc sn phm xut khu nhm m bo yu cu ca
khch hng nc ngoi i vi cc ch tiu cht lng sn phm.
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Nhng cn b ch cht trong b phn R&D c nng lc cao v gn b lu di
vi cng ty. y l yu t ht sc quan trng trong vic pht trin v bo ton b quyt
cng ngh.
Price Gi cNhiu chnh sch u i tt dnh cho khch hng v cc i l. T t chit khu
dnh cho nh phn phi ca Kinh kh cao so vi i th cnh tranh nn vic m
rng mng li phn phi ca Kinh kh d dng.
Mc d gi nguyn vt liu u vo c thay i theo chiu hng tng nhng
Kinh lun cn nht k gi bn ca tng loi sn phm c tnh cnh tranh, p ng
nhu cu ca mi tng lp x hi. Cng ty thc hin chnh sch gi cho tng phn khc
th trng. Gi cnh tranh tt c th trng xut khu.
Phn tch tnh hnh ti chnh
Kt thc nm 2009, Cng ty C Phn Kinh t doanh thu 1.529 t ng,
tng khong 5% so vi nm 2008, li nhun t 572 t ng, vt 123% so vi k
hoch u nm, tng 8% so vi k hoch iu chnh v gp 2.5 ln so vi nm 2007.
Cc ch tiu ti chnh c th hin qua bng sau:
Ngun :BCTC ca cng ty
Ch tiu phn nh kh nng thanh ton ngn hn v thanh ton nhanh ca Kinh
tng i n nh qua cc nm v mc chp nhn c v u ln hn 1. Tuy
n v: Triu ng
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nhin s chnh lch gia ch tiu thanh ton nhanh v thanh ton bng tin tng i
ln. iu ny l do cng ty tp trung mt phn ti sn ngn hn ca mnh vo cc khon
u t ti chnh ngn hn chim t 10% n 12% tng ti sn ca mnh. Bn cnh vic
lm kh nng thanh ton bng tin b gim so vi thanh ton nhanh m sut sinh li caKDC cng b nh hng do hiu qu hot ng ny khng cao.
Nm 2008, ROA v ROE b m l do li nhun b m t hot ng ti chnh b l
nng n. Cn li cc nm khc sut sinh li tng hp ca cng ty u tng trng vi
tc tng i n nh v cao.
T sut sinh li ca hot ng kinh doanh chnh thp hn hn so vi hot ng
ti chnh v kinh doanh bt ng sn song y li l mt hot ng v cng quan trng
vi cng ty bi n mang n mt lng tin mt ln v n nh.
Vng quay cc khon phi thu ngy cng gim dn khin cho s ngy thu tin t
hot ng bn hng cng ngy cng tng ln chng t chnh sch tn dng thng mi
ngy cng c m rng vi khch hng. Tri ngc vi khon phi thu vng quay
khon phi tr cng ngy cng b thu hp li, s ngy thu c tin gp khong 3 n 4
ln so vi s ngy phi thanh ton cc khon phi tr. iu ny chng t Kinh b
chim dng vn t cc i tc tng i ln v s lm gim vng quay vn ca cng ty.
Mc d doanh thu hng nm u tng u n song tc tng ln nh hn so vi
tc tng ca tng ti sn v ti sn c nh nn vng quay cc loi ti sn ny u
gim xung.
nh gi hot ng kinh doanh
Doanh thu t hot ng sn xut, ch bin thc phm vn l ngun thu chnh, mang
li ngun li nhun n nh v lng tin mt ln cho cng ty, l c s pht trin cc
lnh vc kinh doanh khc. Tuy nhin doanh thu cng thay i theo ma v. Doanh thucao nht thng ri vo qu 3 ca nm l thi im Tt trung thu, l thi im
lng tiu th sn phm mnh nht trong nm. C th qua biu sau
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Th trng ni a chim t trng ln trong tng doanh thu. Th trng xut khu
mc d cng ngy cng tin trin hn song vn ch ng gp mt phn nh (khong
10%) vo tng thu nhp ca cng ty. Th trng trong nc ca KDC tri di t Bc
vo Nam trong khi cc th trng xut khu chnh bao gm Nht, M, Campuchia v
i Loan. iu ny th hin qua biu sau:
Ngun :BCTC ca cng ty
C cu doanh thu theo sn phm nh sau
Ngun: BCTC ca cng ty
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Ngun :BCTC ca cng ty
Qua biu ny, ta thy c cu sn phm ca Kinh cung cp cho th trng
a dng v chng loi v c nhiu dng sn phm khc nhau. Bn dng sn phm mang
li doanh thu ch yu l bnh quy, bnh bng lan, bnh cracker v bnh m.
Mc d cuc khng hong kinh t ni di trong hai nm 2008 - 2009 khin mi
hot ng thng mi, tiu dng nh tr, gim st, Kinh vn gi vng c th
trng, doanh thu tng trng 20%. Thnh qu ny c c l do trong nhiu nm qua
Cng ty to cho mnh c nhng li th cnh tranh ct li to nn tng cho s
pht trin bn vng.
nh gi mi trng ni b
Nhn t thun li Vi v tr tin phong trn th trng thc phm, cc sn phm ca Kinh l
nhng sn phm ph hp, tin dng bao gm cc loi thc phm thng dng, thit yu,
cc sn phm b sung v ung. m bo an ton, thm ngon, dinh dng, tin li v
c o cho tt c mi ngi.
i ng cn b nhn vin gn b, cng vi Ban lnh o ti gii quyt tm.
H thng knh phn phi mnh v rng khp t nc.
Gi bn cnh tranh.
Nhiu u i, chit khu cao cho i l v khuyn mi cho khch hng.
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Phn tch ma trn SWOT
Cn c vo nhng phn tch v mi trng v m, vi m v mi trng ni b, Cng
ty s dng phng php ma trn SWOT nh gi cc im mnh, im yu, c
hi v thch thc i vi cng ty t l c s quyt nh la chn cc chin lc
pht trin ph hp.
Biu din Ma trn SWOT ca Cng ty C phn Kinh :
MA TRN SWOT
C hi (O) Nguy c (T)
1. Kinh t trong nc phttrin n nh v thu nhpca ngi dn ngy cng
tng.2. Tim nng th trng
bnh ko trong nc cnln.3. Nhu cu v thc phmdinh dng cao cp ngycng cao.4. m rng th trng xutkhu khi gia nhp AFTA,WTO.
1. S thm nhp th trngca i th cnh tranh mit nc ngoi khi gia nhp
AFTA, WTO.2. S gia tng u t vosn xut kinh doanh cacc doanh nghip hotng trong lnh vc bnhko trong nc.3. S di chuyn ngunnhn lc cao cp sang cccng ty nc ngoi trongtnh hnh u t nc
ngoi vo Vit Nam tngcao.
Mt mnh (S) Chin lc SO: S dngcc im mnh tndng c hi bn ngoi
Chin lc ST: s dngcc im mnh hn
ch v n trnh cc mie do t mi trng
bn ngoi1. Thng hiu mnh, cngi tiu dng tn nhim.2. Mng li phn phirng.3. H thng my mc vdy chuyn sn xut hini.4. Hot ng nghin cu v
pht trin mnh.5.Tim lc ti chnh ln.6. i ng qun l c kinhnghim.7. Gi thnh hp l.8. Cht lng sn phmm bo
1- S dng cc im mnhS1, S2, S3, S5, S7, S8 tn dng cc c hi O1,O2, O3, O4. (Chin lc
pht trin th trng)2 - S dng cc immnh S3, S4, S5 tndng cc c hi O1, O2,O3, O4. (Chin lc phttrin sn phm mi)3 - S dng im mnh S5 tn dng c hi O1, O2.(Chin lc pht trincng ngh mi)4 - S dng im mnh S6 tn dng c hi O4.
1- Tn dng im mnhS3, S4, S5 vt qua edo T1, T2. (Chin lckhc bit ho sn phm)
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iu kin tip tc pht trin. Do , cng ty Kinh n lc tung ra th trng cc
sn phm a dng, cht lng, gi r, cng vi n lc tip th qung co mnh m, hiu
qu nhm tng th phn ca cc sn phm.
C th v hot ng, Kinh tng cng qung b thng hiu qua nhiu hnhthc: trin lm hi ch, qung co trn bo, qung co xe ti giao hng ca nh phn
phi. Hot ng bn hng cng c y mnh: gia tng ph sn phm trn c nc,
m rng knh phn phi ti cc tnh, giao hng trc tip n ca hng i l v kho tp
kt giao hng (n v phn phi ln). Chin lc cnh tranh ca Kinh tp trung vo
gi v cht lng vi cc mt hng chnh: bnh bng lan (Cakes), Crackers, bnh Qu
(Wafer), Cookies
V kt qu t c:
- Sn phm ca KDC c s m bo v cht lng v sinh an ton thc phm, ph
hp vi th hiu ngi tiu dng v gi thnh ch bng mt phn so vi cc sn phm
ngoi nhp (cht lng tng ng) do chim lnh c cm tnh ca ngi tiu
dng.
- i vi cc sn phm hng ngy nh bnh m, bnh bng lan, bnh Crackers,
Snacks; Kinh tng bc thc hin cc bc quy hoch li cu trc ngnh hng,
tng s hin din trn knh v mc thm nhp th trng.
- Trong ngnh bnh m, Kinh tung ra sn phm bnh m mn Aloha c th
trng chp nhn nh p ng c nhu cu v cc sn phm bnh ti ngon, hp khu
v, gi c phi chng, hp v sinh, v tin dng. Nh vy, ngnh bnh m ti vt sn
lng n 70% so vi k hoch ban u, v tng li nhun hn 100% so vi nm 2008.
Ngoi ra, Kinh cn t chc thnh cng chng trnh "Tip sc ma thi 2009" h tr
cc bn sinh vin tnh c nhiu nng lng trong ma thi, gip cc bn vng vngbc vo phng thi, lm bi thi tt bng cch pht min ph sn phm ny.
- Trong ngnh Snack, sn phm khoai ty chin ng lon cao cp Slide gp s
cnh tranh gay gt vi cc sn phm ngoi nhp. Nm 2009, duy tr doanh s, Kinh
cng c cc knh bn hng cho nhn hng Slide: sn phm c phn phi mnh
ti h thng siu th v khu vc trung tm thnh ph trn ton quc. Cc hot ng
nhm vo vic tng cng nng cao s hin din ca nhn hng qua cng tc trng by,
qung co ti hi ch v trn phng tin truyn thng... Kt qu, doanh s Slide t
mc tng trng cao v tr thnh mt mt hng chin lc ca Kinh .
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Bn cnh vic xc tin mnh cc hot ng qung co, cc chin dch khuyn mi;
cng ty cn ch trng m rng cc i l phn phi, tng thm s lng nhn vin bn
hng. Hin nay, KDC (tnh chung cho c NKD) c mng li phn phi rng khp trn
c nc vi khong 200 nh phn phi, 40 ca hng Kinh Bakery, hn 75.000im bn l v hn 1.000 nhn vin bn hng trn c nc. Mng li phn phi ca
KDC c nh gi l mt trong nhng h thng phn phi mnh trn c nc, thch
ng c vi nhng bin ng ca th trng.
CHIN LC PHT TRIN TH TRNG
Hin nay th trng tiu th chnh ca KDC l th trng ni a. KDC hin chim
khong 45% th phn th trng bnh ko ni a. Th trng xut khu mc d cng
ngy cng tin trin hn song vn ch ng gp mt phn nh (khong 10%) vo tng
thu nhp ca cng ty. Th trng trong nc ca KDC tri di t Bc vo Nam trong khi
cc th trng xut khu chnh bao gm Nht, M, Campuchia v i Loan.
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V vy, mc tiu ca cng ty t ra l cng c v m rng cc th trng truyn
thng v y mnh pht trin cc th trng mi tim nng, c bit l hng ra th
trng quc t. C th:
- Tung nhiu sn phm bnh m v bnh bng lan mi vi cht lng vt tri,nhm n cc nhm khch hng c thu nhp cao. Ngoi bnh bng lan Solite c thi
gian s dng di, phn khc Ti c xy dng vi t chc bn hng v knh phn
phi chuyn bit, to iu kin cho bnh m v bnh bng lan Kinh m rng th
trng xa hn.
- Kinh t k hoch m rng thm nhp hai th trng mi: Th trng
Myanmar rt tim nng vi hn 50 triu dn ( tham d hi ch Myanmar t chc
thng 11.2009) v th trng China ( thm nhp nhn hng AFC Crackers Kinh )
c tp qun tiu dng tng ng vi Vit Nam, v tr a l thun li cng chnh sch
u i thu quan.
- Ngoi ra Kinh ra k hoch cng c cc th trng c ti Trung ng
nhm tm kim c hi thm nhp th trng cc nc Tiu vng quc Arp thng nht.
- Tip tc duy tr th trng truyn thng l Nht Bn. Nm 2009, Kinh
tham d hi ch ti Nht v c s nh gi cao ca i tc v ngi tiu dng Nht
Bn cho cht lng sn phm v h thng sn xut m bo an ton v sinh thc phm
ca nh my.
nh hng ca KDC trong mt vi nm ti khng ch dng li cc sn phm
bnh ko m cn m rng sang cc lnh vc nh sa v nc gii kht.
CHIN LC PHT TRIN SN PHM
C cu sn phm ca KDC cung cp cho th trng a dng v chng loi v c
nhiu dng sn phm khc nhau.
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