TRNG I HC KINH T TP. H CH MINH

Bi tiu lun mn hc

U T QUC TGiang vin hng dn: TS. Ng Th Ngc Huyn

Danh sch nhm 7 H Nguyn Phng Tho Trn Hu Quc Vn Nguyn Trn Thanh Anh Nguyn Th Nh Nguyn Nguyn Ha Thin Hng Nguyn Th M Nga Nguyn Th Bo Th V Hu Hong Tin V Th Qunh Trm

Thng 5/2010

2

Li m uTrong qua trinh hoc tp v nhng tri nghim thc t trong cng vic chng em nhn thy chng ti mong mun c xy dng mt k hoch pht trin ca mt ngnh v ang thm nhp vo th trng Vit Nam, ngnh hng m phm v dch v. Qua nhng tri nghim ca bn thn v mong mun c xy dng mt k hoch kinh doanh ca mnh vi k vng mang li nhiu iu gi tr tt p cho cng ng v x hi. Vi mong mun c chia s vi C v cc bn v nhng g chng em , ang v s thc hin trong thi gian ti, chng em i n chn ti nghin cu v chin lc u t pht trin mt thng hiu m phm vo th trng Vit Nam - Pht trin phn phi m phm Janssen Cosmeceutical ti th trng Vit Nam. Knh mong C ng gp cho chng em nhiu kin chng em hon thin d n ca mnh. Chn thnh cm n C Ng Th Ngc Huyn, Sinh vin nhm 7, Lp Ngoi Thng 2 K12.

3

BN K HOCH CA D N

ti:

Pht trin phn phi m phm Janssen Cosmeceutical ti th trng Vit Nam

4

Table of Contents1. Company description 2. Industry Analysis 3. Products & Related Services 4. The Target Market 5.The Competition 6.Marketing Plan & Sales Strategy 7.Operations 8.Management & Organization 9.Long-Term Development & Exit Plan 10. Financial Data & Projections 11. Appendices

5

1.COMPANY DESCRIPTIONCng ty Janseen Cosmeceutical GmbH, c thnh lp t nm 1990 vi tr s ta lc ti Aachen c. T nm 1990, Elka v Walther Janssen thng nht cng tc pht trin mt lot cc sn phm chm sc da, p ng nhng i hi v: cht lng cao v hiu qu trong vic ci thin cu to da v h tr tng tc thng qua iu tr ti cc thm m vin. T kt qu nghin cu thnh cng ca nh sinh vt hc- dc s tin s Roland to ta mt dng sn phm chm sc da p ng y nhu cu lm p v iu tr cc bnh l v da. Nm 1995, cng ty JANSSEN COSMECEUTICA c thnh lp di hnh thc cng ty gia nh c tr s chnh t ti Aachen- CHLB c. T nm 1996, cc dng sn phm chm sc ra i vi thng hiu Janssen COSMECEUTICAL. S mnh ca Janssen cosmeceutical l to ra cc dng m phm mang li s hi lng v tin tng cho khch hng. Cht lng- hiu qu - an ton lun l tiu ch hng u trong vic nghin cu cc dng sn phm gn gi vi thin nhin v ph hp vi ngi tiu dng. Janssen Cosmeceutical l dng sn phm thin nhin, cao cp v c tr c thit k vi nhng thnh phn c tnh chn lc cao, chuyn nghip nhm p ng yu cu Chm sc - lm p cho tng loi da v tng trnh trng da. Bn tiu ch m Janssen Cosmeceutical la chn cho sn phm: Cht lng sn phm c xy dng bi s pht trin ca trnh khoa hc tin tin. Hot ng sn xut c kim tra nghim ngt. Pht trin cc phng php chm sc da chuyn nghip. Pht trin cc dng sn phm chm sc chuyn nghip cho mi i tng khch hng ti nh v ti salon. Janseen Cosmeceutical t c tt c cc tiu chun nghim ngt ca u Chu v Quc T v cht lng, an ton sc khe (ISO 9001:2000, GMP, FDA, OSHA) Iso 9001:2000 chng nhn v vic m bo cht lng sn phm, qui trnh sn xut v qun l. OSHA : Chng nhn an ton sc khe i vi ngi tiu dng. FDA: chng nhn ca cc qun l dc Hoa K. Cosmetic GMP: Giy thc hnh qun l sn xut tt v m phm do Vin phn tch v kim sot thc phm ha cht Aachen c cp. Cc qun l dc vit nam: chng nhn v cht lng sn phm ca cc qun l dc Vit Nam. Cho n nay H thng phn phi tri rng ti hn 80 quc gia trn th gii: Chu u, Chu , Chu c v Chu M. K hoch ca Cng ty Janseen Cosmeceutical GmbH s phn phi dng m phm Janssen n cc nc trn th gii, v Vit Nam mt trong nhng mc tiu m cng ty hng n.

6

2. INDUSTRY ANALYSISVi s pht trin khng ngng ca cc dch v chm sc sc p, phu thut thm m ngnh cng nghip sc p lun c nh gi l ngnh gt hi nhng khon li nhun kch x. Vit Nam l quc gia c kt cu dn s tr, hn th na cng vi thu nhp ngi dn ngy cng nng cao, do nhng ngi c nhu cu thm m thng l tng lp c thu nhp n nh, cao trong x hi. Nhu cu lm p lun l nhu cu t nhin v cn thit mi ngi. Vic u t vo ngnh cng nghip sc p Vit Nam ha hn nhiu trin vng do trong nc cha c mt cng ty hoc t chc no thc s chuyn mn v c thng hiu mnh trong lnh vc ny. V vy cc cng ty m phm khi gia nhp vo th trng cn c mt chin lc marketing ph hp vi cc nhn t mi trng Vit Nam, nghin cu k i th cnh tranh cng nh l hnh vi tiu dng ca khch hng. Theo Hip hi Ha m phm TP.HCM, nhng nm gn y doanh s m phm bn ra trn th trng Vit Nam tng trng t 30%-50%, hp dn cc doanh nghip trong nc v nc ngoi y mnh u t v cnh tranh. Trn th trng ni a, m phm ngoi vn ang p o. Tnh trung bnh t nm 2001-2006, theo s liu ca Euromonitor, th trng m phm Vit Nam tng trng 14%/nm. Trong s t 90-95% th phn ca cc sn phm m phm quc t tp trung nhng thnh ph ln nh H Ni v TP. H Ch Minh. Cc sn phm c nhn hiu trn th trng Vit nam l L Oreal, Estee Lauder, Clinique, Maybelline New Yorks, Lancme, Clarin, Oriflame, Ponds, Olays, Nivea, Rohto... Nhng tn tui ang chim th phn nhiu nht Vit Nam l Unilever, Procter&Gamble, Colgate-Palmolive, Johnson&Johnson, L'Oreal, UNZA, Shiseido, DeBon Theo Nht bo Nikkei (Nht Bn) nh gi th trng m phm Vit Nam c nhiu tim nng, nhu cu ln, pht trin t ph vi doanh thu nm 2009 c hn 120 triu USD. Th trng m phm Vit Nam co th chia lm ba dng: cao cp, ph thng v bnh dn. Cc nhn hiu cao cp c: Clinique, Clarins, Kos, Kanebo, Ohui c kim nghim cc Vin nghin cu Php, Nht v Thy S sn xut bng cng ngh hin i. Mi dng sn phm khi tung ra th trng c phn chia cc nh theo tng mc ph hp vi tng loi da hoc tnh trng da trong cc ma. Mt b m phm thng c hn chc sn phm, t bc lm sch vi sa ra mt, ty trang, nc hoa hng cho n chm sc, c tr v bo v vi kem dng, chng nhn, tr nm, mt n dng da, kem chng nng v trang im Cc nh phn tch cho rng do nhm ngi di 30 tui chim ti hn 50% dn s Vit Nam, doanh s tiu th cc sn phm lm p v chm sc sc khe s cn tip tc tng mnh trong thi gian ti. Hin cc sn phm nc ngoi chim gn 90% th phn cc sn phm lm p v chm sc sc khe Vit Nam v d kin s tip tc tng khong 15%/nm trong nhng nm ti. Tuy th trng tim nng nhng n 90% cc sn phm lm p v chm sc sc kho Vit Nam u thuc cc thng hiu nc ngoi.Ngy cng c nhiu khch hng tm n cc sn phm cao cp, bi bn cnh tm l: Tin no ca ny, vic s dng m phm cn mang mt tnh cht khc th hin ng cp. V th, cc nhn hiu cao cp khng ngng nghin cu v cho ra i nhng sn phm ngy cng cht lng, c o hn nhm hi lng thng , cng nh tng bc chinh phc nc thang ng cp. Khc vi dng sn phm cao qu, m phm chng lo ha thuc dng ph thng thng tp trung vo i tng khch hng bc trung lu, c thu nhp n nh, ch yu l gii vn phng, cng chc vi cc nhn hiu kh quen thuc nh: Nivea, Olay, Ponds Nu mun mua sn phm thuc dng cao cp, ngi tiu dng phi chi tin triu, th vi sn phm thuc dng ph thng, h ch cn chi khong 100.000 200.000 ng. Sn phm loi ny cng rt a dng, c chia nh theo tng tui, tng loi da, tng b phn v tng dng bo ch. Vi sn phm bt

7

mt, gi c phi chng, cht lng uy tn, dng sn phm ny thu ht mt s lng ln ngi tiu dng. Mt l do c bit na la co hang va ban san phm cho n gii, va tao vic lam cho chinh ho. Vi du nh nhom san phm ban hang trc tip, vi hai nhan hiu ang canh tranh sat nut la Oriflame va Avon. Xut hin vao nm 2003 (Oriflame) va 2005 (Avon), khi cach thc ban hang trc tip con rt mi me vi thi trng Vit Nam, n nay cac nhan hiu nay a co i ngu t vn vin ln n hang chuc ngan ngi. iu nay co nghia la khach hang cua ho con ln hn con s nay rt nhiu. Chng lao hoa da a tr thanh nhu cu khng th thiu, co th sanh ngang vi n va mc cua u loai i tng. Ngoi ra, dng my phm chng lao hoa thuc hang binh dn, phuc vu cho nhng i tng co thu nhp thp thng co xut x t Trung Quc, ai Loan, Thai Lan, MalayxiaTrong khi o, cac thng hiu my phm san xut trong nc chi ni ln vai tn tui nh Lan Hao, Ngoc Lan bac si Khung, Thorakao Gia thanh cua dong my phm nay kha re, vi mc t 10.000 tr ln cho mt san phm. Tuy khng con xa la vi thi trng Vit Nam, nhng li th sn nha vn khng giup cac nhan hiu trong nc thu hut c ngi tiu dung. Mi nm ngi Vit Nam bo ra gn 35 ty ng cho vic mua sm my phm, nhng khoang 60 70% chi phi nay tp trung vao cac hang san xut my phm nc ngoai, con my phm Vit Nam chi khim tn vi thi phn la 27%. Mc du c anh gia la thi trng tim nng, nhng cac doanh nghip trong nc lai ang mt dn th canh tranh. Vi s b cua cac cng ty a quc gia vao Vit Nam ngay cang nhiu, ngi tiu dung cang co thm c hi la chon va hng dich vu tt hn, song cung la thach thc ln vi nganh cng nghip my phm trong nc. Nhiu cng ty a chon la lam nha phn phi ch khng co chin lc phat trin san xut mong chim gianh lai thi phn trong nc. u th kinh doanh ca Janssen - Sn phm cao cp, thin nhin c kim nh bi cc t chc c kim nghim trn th gii GMP, OSHA, FDA, Iso 9001: 2000 v cc qun l dc Vit Nam. - Nhiu dng sn phm cao cp chuyn nghip dnh cho cc nhu cu khc nhau: chm sc, iu tr v lm p. - Th hiu tiu dng, la chn cc dng sn phm cao cp c cht lng v thng hiu. - Nhu cu th trng: quan tm n vic lm p c bit v iu tr da. - Li nhun cao. - Chi ph u t: khng cao, ch phi b vn ln u t ban u.

8

3. PRODUCTS & RELATED SERVICESSn phm Janssen Cosmeceutical Janssen Cosmeceutical l dng sn phm thin nhin, cao cp v c tr, c thit k vi nhng thnh phn c tnh chn lc cao, chuyn nghip nhm p ng yu cu Chm sc - lm p cho tng loi da v tng trnh trng da phc v cho cc nhu cu lm p cho n gii v nam gii. c tnh ni bt ca sn phm Khng cha dc phm hay ha cht c hi. L thnh qu ng dng ca nhng nghin cu sinh hc mi nht trn th gii. L sn phm p ng c yu cu iu tr chi tit v da v sc khe ton thn. L sn phm khng cha Du khong, Lanolin, mu nhn to, hng thm nhn to, Formaldehyde, SD Alcohol, Hydroquinone, Serum Protein, Thnh phn gy mn, Corticoid. L sn phm khng ch phc v cho cc loi da m chm sc cho tng iu kin da khc nhau. Sn phm c tc dng iu tr tng sc t, sa cha, iu chnh, b p h hi, tn thng trn da, bo v da chng li s mt nc, lm du lm lnh, c tnh che khuyt im, trang im. L sn phm cha thnh phn hot tnh chit xut t thin nhin; tho mc, t st phn thch, bn binkt hp thnh phn iu tr truyn thng vi nhng ng dng cng ngh sinh hc mi. Cha thnh phn phn t nh d thm vo da, Sn phm c pH Acid tc dng chm sc, bo v, cung cp nng lng, mang li v p v sinh lc cho da v c th. L sn phm c thit k cho nhng yu cu iu tr v da pht sinh trong qu trnh sng; do Stress, lun bn rn v mi trng nhim. Sn phm cung cp nhng tc dng sa cha, iu tr v duy tr kt qu lu di. JANSSEN s dng nhng hng thm t nhin ly t tho mc v tinh du thm t thc vt. Janssen Cosmeceutical khng c cha cc thnh phn gy hi cho da nh: MINERAL OIL - DU KHONG l thnh phn ly t du m dng trong cng ngh bi trn, l phn t ln gy tt nghn l nang lng gy mn, mang li cm gic nng n, tc hi lu di trn da. JANSSEN s dng nhng tinh du thin nhin chit xut t tho mc v cc acid bo tt cho da v sc khe. CORTICOID L dc phm chng vim rt mnh, s dng gy tc hi ln vi da nh lm mng da do c ch s sinh sn t bo, lm teo da, lo ho da, gin mao mch gy tn mch, gim sc khng gy nhim trng da, lm ri lon hot ng ca tuyn nhn gy tng sinh tit nhn v gy mn. Ngc li, JANSSEN s dng chit xut Vitamin C bo v, ti to da ng thi gip Da chng li qu trnh Oxiho ca cc gc t do. HYDROQUINONE L dc cht ty trng da c kh nng gy ra da nhy cm, d gy kch ng da. Rt d b Oxi ho gy i mu sm, s dng trn da gy d ng, gy sm, nm, mn, bt nng nghim trng v bin chng ri lon sc t da dng hoa giy. LANOLINE L cht cung cp du c ngun gc t tuyn b nhn ca da cu, gy kch ng, d ng, l mt trong nhng mm mng quan trong trong vic gy tc nghn l nang lng, gy nn mn trn da. ARTIFICAL COLOUR MU NHN TO L thnh phn gy d ng mnh, gy mn vi nhiu loi da v a s mu sc trong m phm c ngun gc t nha than cht hon ton c hi cho da, c bit l da nhy cm. Thay vo nhng mi thm nhn to JANSSEN s dng nhng thnh phn cht tho mc c mu t nhin.

9

COMEDOGENIC INGREDENTS - HP CHT GY MN L thnh phn ph bin gy nn phn ng sinh mn, lm tn hi nghim trong n t bo da. Thnh phn ny b cm s dng trn th gii trong cng ngh lm m phm. FRAGANCE - HNG THM NHN TO L thnh phn gy d ng, vim v rt da, s dng trn da lm da rt nhy cm vi nh sng, d bt nng, gy nn tnh trng tng sc t trn da. ALCOHOL y l thnh phn ho hc s dng rt ph bin trong cc sn phm ph thng, ho cht ny lm kh da nghim trng, lm mt i lp MNF l lp bo v t nhin cn thit trn b mt da. Thay vo JANSSEN s dng chit xut thc vt, t st Kaolin v bn bin t thin nhin c tc dng hp thu du v lm ti mi da. COLLAGEN NG VT L thnh phn Collagen ly t sn, xng, m lin kt ca ng vt, l thnh phn d gy kch ng v b khuyn co khng c dng v kh nng mang theo mm bnh t ng vt. JANSSEN s dng cc Collagen Peptiides l Collagen tng hp c tc dng nh Collagen ng vt. SERUM PROTEIN HUYT TNG L thnh phn ca mu, cha nhng Protein nui dng nh Globuline, Albumine, nhng b khuyn co cm s dng trong sn phm bi v chch v kh nng ly truyn bnh truyn nhim. FORMALDEHYDE L cht bo qun ph bin hu ht trong m phm, thnh phn c hi ny gy hi rt ln n sc kho, c bit chng lm cho da tr nn kh rt,sn nga v gy ung th da. JANSSEN s dng Vitamin E thin nhin lm hp cht chng oxy ho trong bo qun sn phm. Phn loi sn phm Janseen Cosmeceutical c thit k chm sc v lm p cho tng loi da tnh trng da. Vi 187 sn phm trong 22 nhm c phn lm 7 dng sn phm phc v cho vic Chm sc lm p ti Beauty Salon v ti nh. Phn loi cc nhm sn phm theo cc dng sn phm cho mt thn v spa th gin. 1.The Secrets of beauty Facial Care 1.1.Cleansing Secrets: Cleansing for all skin types Sn phm ra mt dnh cho mi loi da Ultime Secrets: Basic care for all skin types - Chm sc Da thng & Da kh 1.3.Sensitive Secrets: For irritable and hyper sensitive skin - Chm sc, lm p cho - Da Nhy cm & D ng 1.4.Pure Secrets: Counteracting Oily And Impure Skin - Chm sc, lm p cho - Da nhn v mn 1.5. Mixed Secrets: Balancing Care For Mixed Condition Skin - Chm sc, lm p cho Da hn hp 1.6. Supreme Secrets: Supreme Care For Mature And Demanding Skin - Chm sc, lm p cho Da lo ha 1.7. White Secrets: Created For Mild Skin De-Pigmentation - Chm sc, lm p v lm trng da 2.Luxury Skin Care (3 h sn phm) 2.1.OPUS BELLE for ladies - Chm sc lm p cho ph n trn 40 tui 2.2.Skin Add Ins: Monodosed High-Quality Active Substances Capsules - c tr cho cc tnh trng da 2.3.Dr. Roland Sacher: The daily care ritual - Chm sc, lm p cao cp

10

3.Body Care & Wellness (2 h sn phm) 3.1.OPUS GRATIA for body Chm sc, phc hi, gi gn ng nt ca c th. 3.2. Secrets of Paradise 4.Special Care (2 h sn phm) 4.1. Skin Store: A Special Care Process For Stressed Skin - Dng m phm Chm sc, phc hi da h tn 4.2. Sun Secrets: Sun Care For All Types Of Skin - Dng m phm chm sc, chng nng PRE SUN SUN PROTECTION WATERPROOF AFTER SUN 5.Professional Care (5 h sn phm) 5.1. Skin excel: the ampoule for every day - Dng m phm chm sc c tr 5.2. Dermafleece Collagen Mask Mask Collagen lm p da 5.3. Phytogen Powder Mask - Mask Phytogen lm p da 5.4. Phytogen Special Mask - Mask Phytogen iu tr chuyn su 5.5. Massage Fleece mask - Mask iu tr da 6.Men Skin Care (1 h sn phm) OPUS EST for gentlemen - Dng m phm Chm sc, lm p cho nam gii 7.Make up &Camouflage ( 2 h sn phm) 7.1. Secret Look Foundation - Kem nn trang im 7.2. Perfect Blend - Kem che khuyt im chuyn nghip Sn phm Janssen c hai dng s dng ti salon (Pro) v s dng ti nh (Home Care) Vic ng gi sn phm c thc hin ti c, vi nhng qui nh nghim ngt theo cc tiu chun ng gi quc t. Qui cch v mu m cc sn phm hng retail p, i vi hng Pro th ch yu dung tch ln s dng ti salon chai, bnh nha cao cp c vi, khng p lm. Sn phm dng ti nh c dung tch nh t 10ml 15ml 30ml, ti cc salon sn phm dng ti salon c dung tch ln. Dch v Bn cnh chng ti xy dng mt beauty salon chm sc da vi cc liu trnh dnh cho phi n v phi nam. Trung tm salon chuyn v dch v chm sc v iu tr da c u t c qui m nh gi cht lng v cc qui trnh ng dng ca dng sn phm Janssen trc khi gii thiu v phn phi n cc i l. Tiu ch xy dng beauty salon: - c xem l trung tm th nghim sn phm v cc ng dng sn phm vo cc qui trnh chm sc da t vn, gii thiu cho cc i l. - M hnh spa mu, xy dng thit k theo phong cch chuyn nghip ca Chu u, c m hnh mu gip i l bc u xy dng salon. - H tr cc i l trong cc chng trnh t vn, hun luyn gii thiu sn phm. - Khai thc, s dng ton b sn phm Janssen trong cc liu trnh, chm sc cho khch hng. - Trung tm t vn da, qung b hnh nh ca Janssen trc tip n khch hng. - o to ngun lc, am hiu v sn phm v qui trnh chm sc da tng bc m rng th phn ca Janssen ti cc khu vc. Cc qui trnh ng dng dng sn phm: Qui trnh chm sc da mt: chm sc, iu tr cc vn v da

11

Qui trnh massage th gin Qui trnh chm sc chn Qui trinh chm sc lm p ton thn Qui trnh chm sc da dnh cho nam Ngoi ra ty thuc vo th trng v nhu cu s dng, cng ty s nghin cu v a ra nhng liu trnh mi ph hp vi cc yu cu ca khch hng. C hi kinh doanh Cng vi xu th pht trin ca th gii, nhu cu lm p ca mi la tui ngy cng cao, ngi ta mun tm n cc dng sn phm cao cp, thin nhin mang li v p t nhin cho c phi yu v phi mnh. Dng sn phm Janssen Cosmeceutical kt hp hi ha cc tiu ch khch hng mong mun, th hin k vng ca cng ty trong chin lc xm nhp v pht trin sn phm v dch v spa kt hp ti th trng Vit Nam.

12

4. THE TARGET MARKETTheo thng k ca Hip hi M phm TP.HCM, doanh s tiu th hng m phm ca Vit Nam trong nm 2009 c t 120 triu USD, tng gp i so vi nm 2004, v ha hn s cn tng nhanh trong thi gian ti do s ngi di 35 tui chim hn 60% dn s. iu ny cho thy, khng hong kinh t ton cu vn khng nh hng n ngnh m phm Vit Nam! V th hiu sn phm, a s khch hng Vit Nam yu thch cc m phm c ngun gc thin nhin t nc ngoi, v a chung nhng sn phm c mi du nh, mu sc ti mi, nh nhng, khng qu chi, qu lo lot. V theo kt qu kho st ca tp on qung co tip th s 1 chu - Grey ti 16 nc chu cho thy c n 77% ngi tiu dng trong nc a chung cc thng hiu nc ngoi, trong khi con s ny trung bnh ton chu l 40%. a s khch hng Vit Nam yu thch cc m phm c ngun gc thin nhin t nc ngoi ng Marco Saladini - i din Thng v ti Vit Nam cho rng, th trng m phm Vit Nam l mt th trng b ng y quyn r, ang thu ht kh nhiu hng m phm nc ngoi u t vo (Theo DNVN). nh v chin lc marketing & phn khc khch hng Thnh ph H Ch Minh gi vai tr u tu kinh t ca c Vit Nam. Tc pht trin kinh t hng nm ca VN ni chung v Tp. HCM ni ring dao ng trong khong 6 - 6,5% l mc tng trng ca nn kinh t Vit Nam nm 2010 va c cc t chc nghin cu kinh t d bo ngy 13/04/2010. Thm ch, Ngn hng Th gii (WB), trong d bo v kinh t Vit Nam nm 2010 cho rng, t l tng trng 6,5% i vi Vit Nam l trong tm tay. Cc chuyn gia WB cng lc quan nhn nh, Vit Nam ang ra khi suy thoi vi v th tt hn nhiu so vi cc nc. Chng tichia khch hng chnh ca m phm Janssen thnh 2 phn khc chnh: 1 - Nhng ngi ph n hin i, thnh t: khch hng tim nng ca dng m phm cao cp. H ngy cng c lp v ti chnh, c xu hng lp gia nh tr hn v th s tin h rt sn lng u t chm sc cho bn thn. 2 - Th trng m phm cn ghi nhn s pht trin mnh m dng sn phm chm sc da dnh cho nam gii. Xu hng ny cng ang bt u xut hin ti VN vi cc thng hiu Clarins, Shiseido D on xu hng th trng trong tng lai Vi s phc hi mnh m sau cuc khng hong kinh t, cng vi thu nhp s cn tng cc nhn vin vn phng s chu nhiu p lc hn, ngoi ra kh hu ngy cng tht thng nh hng rt ln n ln da. Do nhu cu s dng m phm cao cp dng da v lm p s cn rt nhiu c hi pht trin. Quan nim lm p gn lin vi cc dng m phm t thin nhin qua ri ci thi lm p nh "cng ngh hin i" bng nhng sn phm nhn to c sn xut t ha cht, ngi ta ang c khuynh hng quay tr li vi th gii thin nhin. Cc khi nim nh Bio (sinh hc), Eco (sinh thi), Organic (hu c) s tr nn quen thuc vi mi ngi hn qua cc loi m phm chm sc da, chm sc tc... M phm chm sc da khng ch n thun l phc hi ln da, gip ti sinh t bo da m cn c kh nng gim mt mi, cng thng bi tc ng ca mi hng thin nhin. V iu ny th sn phm Janssen hon ton p ng cc yu nhu cu lm p t m phm thin nhin. Mt khc, quan nim v mt ln da trng cng dn thay i theo cnh bo c lin quan n cn bnh ung th da, bi vic ty da cng l mt trong nhng yu t gy bnh. Xu hng s dng m phm chm sc da hin nay c thc hin theo "tc ng kp" l gim bng nhn cho

13

da, duy tr m cn thit v to cho ln da mn mng. Hoc cc sn phm va dng da va iu tr nh sn phm chng nhn, chng mn... Quan nim lm p cho c nam gii v n gii Vi quan nim p v t tin hn trong mt i tc, nam gii ngy cng c xu hng s dng m phm chuyn bit ring dnh chon nam. y cng l mt th trng ha hn tim nng trong tng lai.

14

5.THE COMPETITIONHin ti trn th trng Vit Nam c rt nhiu dng m phm ni ting nh: Loreal, Shiseido, Estee Lauder, Dermalogica, Babor, DeBon, Lancome, Cc sn phm trn thng tp trung pht trin trn 2 lnh vc: chm sc dng da v iu tr cc vn v da. i th cnh tranh trc tip: Dermalogica (M) & Babor (c) a. Dermalogica Dermalogica ra i vo nm 1986, khi Jane Wurwand - ngi sng lp ra Hc Vin V Da quc t IDI (The international Dermal Institue) quyt nh s khc bit bi th trng ang thiu ht nghim trng cc sn phm chm sc da hiu qu. nh hng ca Jane rt r rng: cc dng sn phm khng c cha cc tc nhn gy d ng thng thng dn ti cc tnh trng nhy cm trn ln da, v phi do cc chuyn gia chm sc da la chn cng nh t vn c th. Jane l ngi u tin mong mun tm ra mt li i mi, p ng nh cu thc t. Sn phm lm p cha m phi tm ra liu php an ton tuyt i, nui dng ln da khe mnh, c sc mnh cha lnh cc thng tn v tc ng bn lu ln sc khe khch hng. Cc nh nghin cu ca Hc Vin V Da quc t IDI lun lun kin tr nghin cu v pht trin loi cng thc mi m h tin tng s thay i c ngnh cng nghip chm sc da. Cui cng, mt nh ha hc tm ra cng thc qu bu thc s ph hp vi nh hng ca Jane. Ln lt, cc sn phm sa ra mt, kem dng da, nc hoa hng nh Active Moist, Skin Smoothing Cream, Special Cleasing Gel, Multi Active Toner.... xut hin v thng hiu Dermalogica cng ra i t . Cc nhn hng ny lp tc c xp hng l dng sn phm lm sch, dng m cho da bn chy nht trn th trng Li th cnh tranh Sn phm uy tn c nghin cu v pht trin bi Hc vin Nghin cu Da Quc t. Tt c cc sn phm ca Dermalogica u khng gy mn, khng cha du khong hay lanolin gy tc nghn, khng mu hay hng thm nhn to v khng cha SD alcohol gy kh da. Khch hng n vi Dermalogica s nhn c s t vn ng tin cy v nhng vn ca da. Dermalogica cn t chc cc kha hun luyn chuyn mn cho cc salon trong vic chm sc iu tr cc vn v da. Chin lc kinh doanh Xy dng Dermalogica l mt thng hiu dc m phm hng hiu hng u th gii. Dermalogica xut hin ti th trng Vit Nam nm 2002, hin ti c gn 500 i l trong c nc. T khi xut hin n nay, vi chin lc qung b rng ri, t chc cc hi ngh khch hng gii thiu sn phm, tham gia hi ch trin lm m phm, t chc cc cuc gp mt gia cc i l tng thng cc i l c doanh s cao, Dermalogica khng nh c v tr l sn phm c tr v da hng u ti Vit Nam. b. Babor BABOR Professional Cosmetics, khi ngun t sn HY-OIL nm 1956, ti Aachen- c pht trin ln mnh tr thnh thng hiu dn u trong ngnh sn xut m phm chuyn nghip & Spa trn th gii. Thng hiu BABOR ch s sng cc thnh phn c ngun gc thin nhin cng nh thn thin vi thin nhin bo v Mi trng Xanh bi cng ngh cao, to nn nhng sn phm hon ho nht. Cc nghin cu chuyn su v thnh phn, cng ngh sn xut cng nh hiu qu tr liu da ca m phm lun c tin hnh cho ra i cc dng sn phm mi tin tin p ng15

nhu cu ngy cng cao ca th trng m phm ton cu. Thng hiu BABOR vi hn 50 nm tri nghim cng khch hng trn ton th gii lun nh i din cho S khc bit, c o & cht lng cao nht ca cc dng m phm cng nh h thng tr liu & Spa chuyn nghip, c bit ti Chu u, Chu v Chu M. M phm BABOR ngy nay c bit n l mt trong nhng thng hiu m phm chuyn nghip ng tin cy nht trn th gii , vi cc vin m phm v spa c quyn ti cc khch sn nh khch sn Union ti Na Uy, Al Maha Dubai (n ), Ritz Carlton Florida v Four Seasons New York. Vi BABOR, m rng quc t l iu cn thit duy tr mi quan h gn gi vi khch hng ca chng ti v thc hin cc trit l BABOR-sn phm t nhin v chng minh hiu qu hn cp a phng. Mi nm, BABOR thu ht cc i tc hp tc mi v khch hng trn khp th gii vi cc sn phm xut sc v dch v ca mnh. Chi nhnh mi nht ca chng ti c thnh lp ti Anh Quc nm 2001. Li th cnh tranh S khc bit ca Babor th hin nhng im sau: -T nhin:S dng nguyn liu thin nhin, c gi t nhin cao nht vi cng ngh sn xut hin i v tun theo nhng tiu chun cht lng rt nghim khc ca Chu u. -Hiu qu: Cc nghin cu lun c tin hnh trong nhng iu kin ti tn nht vi s cng tc cht ch vi cc chuyn gia v cc hc vin khoa hc nghin cu da ni ting trn ton th gii, cho php m ra nhng tri thc v pht trin cc sn phm cht lng v hiu qu ti u. S tinh thng v chuyn nghip ca thm m vin l mt phn quan trng khng th thiu nng cao hiu qu tr liu. -H thng chm sc da ton din: H thng sn phm chm sc top to toes v dng tr liu chuyn nghip c lin tc i mi v phi hp ti u ph hp vi mi nhu cu ca ln da v trong mi thi im. -S hi ha gia tinh thn c th - tm hn: Trit l tr liu ca BABOR lun l em n v p ton din cho khch hng. l s kt hp hi ha gia v p bn trong v bn ngoi, s hi ha gia tinh thn, c th v tm hn. -Tr liu mang tnh m tnh c th: BABOR tn trng c tnh ring bit ca mi khch hng, l phng thc duy nht h m v t m nhng ng nt c o ca mi c nhn. BABOR chng ti c th thit k v pht trin nhng menu tr liu ring bit v ph hp cho mi i tng khch hng. BABOR nng niu hnh nh ca mi c nhn gip bn khm ph v pht huy v p t nhin ca chnh mnh. Chin lc: pht trin sn phm thng qua vic kt hp vi cc beauty salon - T vn xy dng m hnh Spa ph hp vi iu kin kinh doanh ca Bn. - Nhng quyn Kinh doanh thng hiu Babor Beauty Prof. & Spa. - T vn phng thc kinh doanh, PR, Marketting kinh doanh Spa thnh cng. - Thit k Menu tr liu theo yu cu & xy dng cc quy trnh tr liu chun hoc nng cao theo ma/nm - o to i ng nhn vin Bn hng, k thut vin theo tiu chun Babor ton cu. - H tr cc Chng trnh tm kim khch hng mi & thc y bn hng. - H tr t vn bn hng trc tip cho khch hng ca Bn hoc Online trc tuyn ti website www.babor.com.vn. Babor c mt ti Vit Nam nm 2006. Vi cc sn phm an ton hiu qu c ngun gc t thin nhin, c bit l gi r hn Dermalogica v nghin v cc sn phm dng cho Spa, a ra cc chin lc pht trin sn phm kt hp vi dch v h tr cho cc Beauty salon, Babor ang dn chim lnh mnh m th trng sn phm ti cc trung tm Spa.

16

6.MARKETING PLAN & SALES STRATEGY Vi mc tiu xm nhp th trng nhanh, chng ti s dng kt hp CHIN LC Y & CHIN LC KO. Trong ch trng ti chin lc y - m rng i tc chin lc l cc beauty salon ngy cng nhiu v chuyn nghip cao. Mc tiu ca marketing o Khi dy mi quan tm i vi sn phm ngay c khi khch hng cha bit ti s tn ti ca sn phm chm sc iu tr da chuyn nghip mi. o Thng tin cho khch hng v sn phm v cc li ch ca n khi h khng hiu r v sn phm. o To lng tin i vi sn phm v cc beauty salon khi khch hng bit v sn phm nhng cha hon ton tin vo gi tr ca sn phm. o Thuyt phc khch hng nhng li ch chm sc da ca sn phm Janssen s ln hn chi ph h b ra v h quyt nh vic mua sn phm. K hoch truyn thng v cc chng trnh xc tin Qung co sn phm trn cc tp ch chuyn v m phm, lm p: Tp ch Lm p, tp ch M Phm, Tip th & Gia nh Trung gian phn phi (beauty salon, bnh vin chm sc da, trung tm chm sc da, gii phu thm m..) + Thay i mc chit khu ph hp. + Thng theo doanh s bn hng thng/qu/nm. + H tr cc vt dng trng by, gii thiu sn phm: t k, trng by hng, bng hiu, hp n, poster, brochure ... + Hun luyn nhn vin v c tnh, s dng cc sn phm Janssen cho chuyn vin t vn v k thut vin ti cc beauty salon.. KHUYN + Trnh din v gii thiu sn phm: s dng sn phm cho khch hng t MI/ nguyn c ln da khng p, iu tr v theo di thng xuyn bo co kt KHUYN qu v cng hiu sn phm cho khch hng. MI + H tr cc chng trnh bn hng, tm kim khch hng ca cc trung gian phn phi. Khch hng + Thc hin cc chng trnh gii thiu, qung b sn phm trn cc phng tin thng tin c th to n tng tt i vi khch hng. + Phi hp vi beauty salon tng khch hng tim nng th VIP, soi da min ph, u i khi n salon chm sc da. + Hp tc vi cc trung tm th dc thm m cao cp a ra cc gi dch v tng km khi khch hng ng k tham gia tp. BN HNG + Hun luyn nhn vin kinh doanh c nhiu k nng, hiu r tnh nng cng TRC TIP dng ca sn phm; h tr chm sc tt khch hng chin lc l cc beauty salon, cc Bnh vin c khoa da liu (Vd: Bnh vin An Sinh..) + H tr hun luyn cho cc nhn vin chm sc sc p cc beauty salon, c chnh sch khen thng, khch l i vi cc i l c doanh s tt. + Thu thp thng tin v th trng v cc i th c cc chng trnh cnh tranh ph hp. + Xy dng website gii thiu v sn phm, phn loi tng h sn phm, QUNG CO17

QUAN H CNG CHNG MARKETIN G TRC TIP

nhm sn phm vi nhng thng tin sn phm v cch thc s dng khch hng d tm hiu. + M hp th thoi hay ng dy nng phc v, t vn khch hng cn thng tin v sn phm. S dng s in thoi h tr v cc thng tin t vn trn website.. + Tham gia cc gian hng hi ch, nh hi ch M phm Vit Nam. + T chc cc bui hi tho, gii thiu v sn phm. + Tham gia ti tr mt s cuc thi sc p trong nc. + Ti tr cc chng trnh hng dn chm sc da, do Bc s da liu trc tip tr li cu hi khn gi xem i. + Ving thm cc khch hng (Beauty salon, bnh vin, trung tm gii phu thm m..) tim nng. + Gi th gii thiu v chnh sch gi n cc beauty salon i l. + Bn hng qua in thoi + Phiu thng m phm cho khch ti cc beauty salon

Chng trnh marketing ca chng ti chia lm cc giai on c th: 1- Xm nhp th trng 2- M rng i tc chin lc 3- Bn vng v pht trin (Chi tit xem Ph lc) K hoch trong tng lai v c hi mang tnh chin lc New Vision lun theo ui mc tiu cung cp n cho Qu khch hng sn phm cht lng Chu u, vi gi c ph hp v chng loi sn phm phong ph. Chng ti d kin s tng cng lc lng kinh doanh, o to bi bn p ng ti a nhng yu cu ca ngi tiu dng. ng thi, chng ti cng t mc tiu tng th phn ln 20 % bng vic m rng knh phn phi v a dng ho dch v lm p, m thm cc beauty salon, cc trung tm spa. Tng cng cho i ng kinh doanh qua hnh thc tng cng tnh hp dn ca website, bn hng, giao hng v thanh ton online.

18

7.OPERATIONS Cng ty TNHH MTV Tm Nhn Mi, t ti 232/5 Cng Ha, Phng 12, Qun Tn Bnh, TP H Ch Minh, Vit Nam. Trang thit b & vn phng Cng ty TNHH Mt Thanh Vin Tm Nhin Mi c tr s ti 232/5 Cng Hoa, phng 12, qun Tn Binh, TP. HCM, Vit Nam. Vn phng s dng 300m2, bao gm vn phng lm vic v khu vc spa v vy cc thnh vin chn ta nh khu vc thun tin s dng cho cc mc tiu ca cng ty. Ta nh c v tr thun li, d ra vo, c khng gian rng thong, ni l tng khch hng tm n spa, th gin. Vn phng c chia lm 3 khu vc chnh: Khu trng by sn phm: vi thit k hin i, sang trng Khu chm sc da: vi my mc thit b hin i Khu vn phng: iu hnh, thc hin cc hot ng ca cng ty Vic chn vn phng khu vc qun Tn Bnh, bo m chi ph ph hp vi cng ty mi spa. Ngoi ra khu vc ny c lng ln dn vn phng cc ton nh ( vd: Etown..) Gi lm vic: Nhn vin vn phng: T 8h 12h v t 13h-17h, t th 2 n th 6, th 7 lm bui sng, lm vic gi hnh chnh 48h/tun Nhn vin k thut v k thut vin chm sc da: Thi gian lm vic t 9 gi sng n 19 gi, 7 ngy/tun, ngy ch nht lm bui sng. Thi gian lm vic chnh thc t 9h sng n 19h, sau 19h s khng nhn tip khch hng na. o to v o to nhn vin Chng trnh o to s da vo cng vic ca mi b phn c o to ng chuyn mn. Nhn vin kinh doanh: c o to chuyn mn v sn phm, k nng bn hng. c chm sc da ti trung tm 1 ln/1 tun v c tham gia cc chng trnh hun luyn sn phm. Nhn vin t vn: o to v k thut chm sc da v sn phm t vn v a ra cc liu trnh chm sc da. chm sc da ti trung tm 1 ln/1 tun v c tham gia cc chng trnh hun luyn sn phm. K thut vin: o to chuyn su v k thut ng dng sn phm, nng cao tay ngh c chm sc da ti trung tm 1 ln/2 tun v c tham gia cc chng trnh hun luyn sn phm. H thng & Kim sot Vic qun l c s d liu khch hng c thc hin qua phn mm qun l chung cho ton b cng ty. Vi khch hng i l m phm: Thng tin v m vin, cc n hng v nhu cu s c cp nhp trong h thng chung ca khch hng Vi khch hng ti salon: Thng tin khch hng, km theo cc liu trnh iu tr s c theo di trong phn mm qun l vic t vn iu tr chuyn nghip. Phn phi v bn sn phm Thit lp h thng phn phi cho sn phm, la chn cc i l c nng lc v uy tn v c chuyn mn. Tp trung vo cc trung tm chm sc da cao cp, bnh vin c chm sc da v gii phu thm m. m bo ngun hng cn thit v s lng cng nh cht lng, ng ngun gc cho cc nh bn l Bn l ngay ti phng trng by v salon ti cng ty19

H tr cc i l trong vic t vn cho khch hng. Cc dch v Dch v t vn v chm sc da min ph ti trung tm. Dch v t vn sn phm ti cc i l.

20

8.MANAGEMENT & ORGANIZATIONT chc hot ng cng ty Tn cng ty : CNG TY TNHH MT THANH VIN TM NHIN MI Tn nc ngoai : NEW VISION CO., LTD. ia chi tru s chinh : 232/5 Cng Hoa, phng 12, qun Tn Binh, TP. HCM, Vit Nam in thoai : 08 6268 0426 2212 1826 2212 1827 Fax: 08 6268 0427 Vn iu l : 2,400,000,000 VN Hinh thc cng ty : Cng ty TNHH Mt Thanh Vin Nganh ngh kinh doanh chinh: Bn l, s m phm; Chm soc v o to da, lm p. Tm nhin v s mang ca cng ty Tr thanh mt trong nhng cng ty nhp khu, phn phi san phm chm soc da cht lng cao, hinh thanh h thng beauty salon hin ai, gn gui vi i tng khach hang n nhn vin vn phong. Thc hin s mang em lai ve ep bn vng, an toan va t nhin cho phai n. Nhn vin chnh & Ch cht 1. Gim c: Qun l trc tip hot ng kinh doanh v t chc ca cng ty 2. Ph gim c: Ph trch v k thut sn phm, lm vic v chuyn mn vi nh cung ng v khch hng. Chnh sch ca cng ty Lng: Mi nhn vin s c lng cn bn, cng vi hoa hng ( trn sn phm hoc dch v ty theo v tr) v ph cp theo chc v, v tr cng tc. Bo him y t v Bo him x hi: Cng ty s ch 90%, mi nhn vin ch ng thm 10%. Thng: Da vo kt qu ti chnh, cng ty s c chnh sch thng cho cc phng ban v b phn lin quan. Hi ng qun tr L tp hp cc thnh vin tham gia gp vn, cc thnh vin trong nhm s c m nhn cng vic ph hp vi nng lc v s thch ca mnh, trong s c mt ngi ng ra i din nhm thc hin cng vic qun l, iu hnh cng ty. T vn & H tr Ti nguyn chuyn nghip Hin ti cng ty cha c cc c vn ti chnh v marketing chuyn nghip. Bn thm nh ti chnh ca cng ty c xy dng trn nhng nhu cu thc t v nhng ng gp ca cc t vn ti chnh khng chuyn nghip. Cc cng c thc hin mareting cho sn phm nh Brochure, leaf lead, Poster, Banner c cc thnh vin t thit k da trn nhng thng tin v hnh nh m cng ty Janssen cung cp. nh hng pht trin trong thi gian ti, cng ty s thu mt chuyn vin c vn ti chnh t vn cc vn ti chnh ca cng ty v chn mt i tc lin kt ph trch thc hin cc cng c phc ph cho cc chng trnh marketing ca cng ty. Pht trin v qun l T chc, qun l nhn s l khu quan trng quyt nh thnh cng ca d n, cng ty s tm kim v c chnh sch i ng tt cho cc nhn vin. Cc thnh vin trong d n mong mun xy dng mt cng ty vi tm nhn mi mang li sc sng mi mi nhn vin trong cng ty c bm m cc chnh sch tt nht v c mt cuc sng tt hn. Quyn s hu Cng ty c thnh lp vi s vn u t u nhau ca chn thnh vin trong nhm, quyn s hu chung ca tt c cc thnh vin.

21

9.LONG-TERM DEVELOPMENT & EXIT PLAN Mc tiu kinh doanh Mc tiu kinh doanh ca cng ty chng ti l em li cho khch hng s chm sc an ton, hiu qu t cc sn phm cht lng cao c ngun gc thin nhin ca Janssen. Vi cht lng ca dng sn phm m chng ti la chn, trong tng lai chng ti s phn u tr thnh nh phn phi m phm cht lng cao hng u ti Vit Nam. Chin lc kinh doanh Trong 5 nm u tin, vi cc n lc marketing, chng ti phi nh v c thng hiu Janssen l dng dc m phm cao cp hng u ti th trng Vit nam. H thng phn phi ban u s tp trung ti a bn Thnh ph H Ch Minh ( cc beauty salon v khoa thm m ca cc bnh vin), sau s pht trin rng khp trong c nc. Giai on quan trng Trong 5 nm u tin hot ng, nu chng ti t mc tiu v doanh s vo cui nm th 3, th chng ti s m thm trung tm chm sc da cng nh vn phng i din ti H Ni, chu trch nhim phn phi sn phm cho cc tnh min Bc v Trung Trung B tr ra. Tr s chnh cng ty ti thnh ph s qun l khu vc Nam B v Nam Trung B. nh gi cc nguy c thch thc Bt k mt d n kinh doanh no cng tn ti nhng thch thc km theo. Cha kha nh gi s thnh cng ca d n chnh l s chp nhn, tin dng sn phm ca khch hng. S tn ti v s xut hin ca cc dng sn phm mi, cc i th cnh tranh mi l nhng thch thc ln nhng ng thi cng l ng lc cho chng ti pht trin khng ngng. K hoch o hn Trong 10 nm chng ti s chim lnh t 40-50% th phn dc m phm ti th trng Vit Nam. Tip theo chng ti c th st nhp vi mt s cng ty nc ngoi m rng th trng ra cc nc ng Nam , Chu , nu khng thnh cng th s tm mt ngi ch mi cho cng ty.

22

10.FINANCIAL DATA & PROJECTIONS Vn u t d n Ngun vn Vn gp ca cc thnh vin Vn vay ngn hng (t l 30%) Chi tit vn s dng 2,400,000,000 1,680,000,000 720,000,000 2,400,000,000 1,602,380,952 797,619,048 223,333,333 574,285,714 494,760,000

Danh mc u t Vn c nh Vn lu ng Vn d tr hng ha Vn bng tin mt Tng ti sn c nh Danh mc u t cho hot ng cng ty v Beauty salon

23

Bng 1. Danh mc u t d n (Ph lc nh km)

Chi ph lng Bng 2. Bng tnh lngSTT 1 2 3 4 5 6 7 Chc danh Gim c Ph Gim c & Trng phng k thut Trng phng Kinh doanh & Marketing Nhn vin kinh doanh Nhn vin marketing Chuyn vin t vn K Thut vin S lng 1 1 1 5 1 3 8 Lng c bn 7,000,000 6,000,000 5,000,000 3,000,000 3,000,000 3,000,000 2,000,000 Hoa hng 2.00% 1.50% 1.50% 1.00% 1.00% 0.05% 0.05% Ph cp 500,000 400,000 400,000 200,000 200,000 360,000 360,000 Thc lng 7,5 00,000 6,400,000 5,400,000 16,000,000 3,200,000 10,080,000 18,880,000

8 9 10

K ton trng Nhn vin k ton Hnh chnh nhn s

1 1 1

5,000,000 3,000,000 3,500,000

1.00%

200,000

5,200,000 3,000,000 3,500,000

12 13 15 16 17

Nhn vin l tn Nhn Vin IT Nhn vin giao hng Bo v Kho

1 1 1 2 1

3,000,000 3,200,000 2,700,000 2,500,000 2,700,000 360,000 360,000 360,000

3,000,000 3,200,000 3,060,000 5,720,000

24

3,060,000 18 Tp v Tng s lng 1 30 2,500,000 91,600,000 12.55% 360,000 8,460,000 2,860,000 100,060,000

K hoch tr n vay Tng s vn vay: 1.220.000.000 VND Giai on 1: 720.000.000 Giai on 2: 500.000.000 Li sut vay: 1.4%/thng K hn 48 thng Bng 3. Bng k hoach tr n vay - k t ngy hon cng/ bt u kinh doanh - s dng hm IPMT v PPMT ( tnh theo thng/ gn ng)K (thng KD) t 2 th (A) K (thng KD) t 1 th (A) 1 2 1 2 3 4 5 6 7 8 9 10 11 12 13 14 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Li vay phi tr S d n u k (B) 720,000,000.13 709,378,795.38 1,198,608,893.77 1,179,872,194.91 1,160,873,182.27 1,141,608,183.45 1,122,073,474.65 1,102,265,279.92 1,082,179,770.47 1,061,813,063.89 1,041,161,223.41 1,020,220,257.17 998,986,117.40 977,454,699.67 955,621,842.10 933,483,324.51 trong k (C) 10,080,000.00 9,931,303.14 16,780,524.51 16,518,210.73 16,252,224.55 15,982,514.57 15,709,028.65 15,431,713.92 15,150,516.79 14,865,382.89 14,576,257.13 14,283,083.60 13,985,805.64 13,684,365.80 13,378,705.79 13,068,766.54 VVGc phi tr trong k (D) 10,621,204.75 10,769,901.62 18,736,698.86 18,999,012.64 19,264,998.82 19,534,708.80 19,808,194.73 20,085,509.45 20,366,706.58 20,651,840.48 20,940,966.24 21,234,139.77 21,531,417.73 21,832,857.57 22,138,517.58 22,448,456.83 Tng s tin phi tr trong k (F) = (C) + (D) 20,701,204.75 20,701,204.75 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37

S d n cui k (E)=(B)-(D) 709,378,795.38 698,608,893.77 1,179,872,194.91 1,160,873,182.27 1,141,608,183.45 1,122,073,474.65 1,102,265,279.92 1,082,179,770.47 1,061,813,063.89 1,041,161,223.41 1,020,220,257.17 998,986,117.40 977,454,699.67 955,621,842.10 933,483,324.51 911,034,867.69

25

15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44

17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46

911,034,867.69 888,272,132.47 865,190,718.95 841,786,165.64 818,053,948.59 793,989,480.50 769,588,109.86 744,845,120.03 719,755,728.34 694,315,085.16 668,518,272.99 642,360,305.44 615,836,126.34 588,940,608.74 561,668,553.89 534,014,690.28 505,973,672.57 477,540,080.62 448,708,418.38 419,473,112.86 389,828,513.07 359,768,888.89 329,288,429.96 298,381,244.61 267,041,358.66 235,262,714.32 203,039,168.95 170,364,493.94 137,232,373.49 103,636,403.34

12,754,488.15 12,435,809.85 12,112,670.07 11,785,006.32 11,452,755.28 11,115,852.73 10,774,233.54 10,427,831.68 10,076,580.20 9,720,411.19 9,359,255.82 8,993,044.28 8,621,705.77 8,245,168.52 7,863,359.75 7,476,205.66 7,083,631.42 6,685,561.13 6,281,917.86 5,872,623.58 5,457,599.18 5,036,764.44 4,610,038.02 4,177,337.42 3,738,579.02 3,293,678.00 2,842,548.37 2,385,102.92 1,921,253.23 1,450,909.65

22,762,735.22 23,081,413.52 23,404,553.30 23,732,217.05 24,064,468.09 24,401,370.64 24,742,989.83 25,089,391.69 25,440,643.17 25,796,812.18 26,157,967.55 26,524,179.09 26,895,517.60 27,272,054.85 27,653,863.62 28,041,017.71 28,433,591.95 28,831,662.24 29,235,305.51 29,644,599.79 30,059,624.19 30,480,458.93 30,907,185.35 31,339,885.95 31,778,644.35 32,223,545.37 32,674,675.00 33,132,120.46 33,595,970.14 34,066,313.72

888,272,132.47 865,190,718.95 841,786,165.64 818,053,948.59 793,989,480.50 769,588,109.86 744,845,120.03 719,755,728.34 694,315,085.16 668,518,272.99 642,360,305.44 615,836,126.34 588,940,608.74 561,668,553.89 534,014,690.28 505,973,672.57 477,540,080.62 448,708,418.38 419,473,112.86 389,828,513.07 359,768,888.89 329,288,429.96 298,381,244.61 267,041,358.66 235,262,714.32 203,039,168.95 170,364,493.94 137,232,373.49 103,636,403.34 69,570,089.62

35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37 35,517,223.37

26

45 46

47 48

69,570,089.62 35,026,847.51

973,981.25 490,375.87

34,543,242.12 35,026,847.51

35,026,847.51 0.00

35,517,223.37 35,517,223.37

Chi ph hot ng ca cng ty Bng 4. Chi ph hot ng ca cng ty

K hoch kinh doanh K hoch kinh doanh c xy dng da trn mc tiu v k hoch marketing c xy dng qua cc giai on, tp trung vo hai phn chnh: - Doanh s bn hng: phn phi cho cc i l, bn hng trc tip ti salon Cng vi k hoch marketing cho thng hiu Janssen cng ty s thc hin cc chng trnh knh doanh n cc i l theo tng giai on. Doanh s ca tng qu c tnh da trn kt qu hot ng ca qu trc v cc giai on trong nm. - Doanh s dch v: Dch v chm sc da ti salon ca cng ty. Bn cnh pht trin sn phm, beauty salon ca cng ty s c cc chng trnh c th thu ht khch hng. Hot ng ban u lc mi m s khng t c doanh s cao nhng k hoch s tng trng theo thi gian, kt hp vi cc chng trnh khuyn mi cho khch hng. Doanh thu t dch v c tnh da vo tng thi im trong nm, thng thng khch hng s c nhu cu lm p vo hai qu cui ca nm.K hoch tng trng ca ngnh dch v va lm tng tng trng doanh s bn hng ca m phm va tng doanh s ca dch v.Thi gian Qu 1 Qu 2 Qu 3 Qu 4 Qu 5 Qu 6 15% 15% T l % DS Bn hng DS Bn hng 50,0 00,000 1 80,000,000 2 70,000,000 3 20,000,000 3 68,000,000 4 20,000,000 70,000,000 90,000,00 270,000,00 0 0 180,000,00 450,000,00 0 0 230,000,00 550,000,00 0 0 264,500,00 632,500,00 0 0 304,175,00 727,375,00 27 T l % DS Dch v DS Dch v Tng DS

15% 15%

Qu 7 Qu 8 Qu 9 Qu 10 Qu 11 Qu 12 Qu 13 Qu 14 Qu 15 Qu 16 Qu 17 Qu 18 Qu 19 Qu 20

15% 15% 20% 20% 15% 15% 20% 20% 15% 15% 15% 15% 15% 15%

23,200,000 4 86,680,000 5 59,682,000 6 71,618,400 8 05,942,080 9 26,833,392 1,0 65,858,401 1,2 79,030,081 1,5 34,836,097 1,7 65,061,512 2,0 29,820,738 2,3 34,293,849 2,6 84,437,927 3,0 87,103,616 3,5 50,169,158

15% 15% 15% 15% 10% 10% 15% 15% 10% 10% 15% 15% 15% 15%

0 349,801,25 0 402,271,43 8 462,612,15 3 532,003,97 6 585,204,37 4 643,724,81 1 740,283,53 3 851,326,06 3 936,458,66 9 1,030,104,53 6 1,184,620,21 6 1,362,313,24 9 1,566,660,23 6 1,801,659,27 1

0 836,481,25 0 961,953,43 8 1,134,230,55 3 1,337,946,05 6 1,512,037,76 6 1,709,583,21 2 2,019,313,61 4 2,386,162,16 0 2,701,520,18 1 3,059,925,27 4 3,518,914,06 5 4,046,751,17 5 4,653,763,85 2 5,351,828,42 9

Tnh cc ch s ca d n

NPV IRR ROI ROE Thi hn han vn N/K

2,793,325,393 21% 43.47% 34.75% 12 5.41

VND qu qu qu qu

NPV= 2924210685 VND>0 Vy d n chp nhn c, gi tr hin ti ca d n ln. IRR= 22%/qu > r = 5%/qu. Do IRR>r nn d n c tnh kh thi. ROI = 45.55% Kh nng tr li ca cng ty tt, phn nh hiu qu hat ng kinh doanh ca cng ty l rt tt. ROE = 35.88% Vn ch s hu c s dng hiu qu. V vy c th ku gi cc nh u t tham gia gp vn vo d n.28

N/K = 5.97 >1 N/K ln cho thy chi ph hat ng ca d n nh hn li nhun ca d n em li. Qua phn nh c tnh hiu qu trong hat ng kinh doanh ca d n v chi ph ca d n lun c gi mc cho php trong kh nng kim sot. Thi gian thu hi vn: 11 qu = 2 nm 8 thng y l mt d n ln nh v sn phm Janssen vo tr trng do vy khon thi gian thu hi l khng qu lu, mc ri ro ca d n l chp nhn c.

11. APPENDICES PHASE I.K HOCH KINH DOANH Module1. C hi kinh doanh a, Thi trng my phm Vit Nam- C hi va thach thc + S lc thi trng My phm Vit Nam Th trng m phm Vit Nam co th chia lm ba dng: cao cp, ph thng v bnh dn. Cc nhn hiu cao cp c: Clinique, Clarins, Kos, Kanebo, Ohui c kim nghim cc Vin nghin cu Php, Nht v Thy S sn xut bng cng ngh hin i. Mi dng sn phm khi tung ra th trng c phn chia cc nh theo tng mc ph hp vi tng loi da hoc tnh trng da trong cc ma. Mt b m phm thng c hn chc sn phm, t bc lm sch vi sa ra mt, ty trang, nc hoa hng cho n chm sc, c tr v bo v vi kem dng, chng nhn, tr nm, mt n dng da, kem chng nng v trang im Ngoi ra, mi b phn ca c th cng c cc phng thc chm sc ring. Cc hng m phm hin nay sn xut ra cc sn phm c tr cho tng vng trn khun mt nh bao v, chng lo ha vng mt, chng nhn khe mi, va chc nng trang im. Cc dng bo ch cng a dng khng km, t dng sa, kem n tinh cht serum ph hp vi tng cu trc v vn ca da. Ngy cng c nhiu khch hng tm n cc sn phm cao cp, bi bn cnh tm l: Tin no ca ny, vic s dng m phm cn mang mt tnh cht khc th hin ng cp. V th, cc nhn hiu cao cp khng ngng nghin cu v cho ra i nhng sn phm ngy cng cht lng, c o hn nhm hi lng thng , cng nh tng bc chinh phc nc thang ng cp. Khc vi dng sn phm cao qu, m phm chng lo ha thuc dng ph thng thng tp trung vo i tng khch hng bc trung lu, c thu nhp n nh, ch yu l gii vn phng, cng chc vi cc nhn hiu kh quen thuc nh: Nivea, Olay, Ponds Nu mun mua sn phm thuc dng cao cp, ngi tiu dng phi chi tin triu, th vi sn phm thuc dng ph thng, h ch cn chi khong 100.000 200.000 ng. Sn phm loi ny cng rt a dng, c

29

chia nh theo tng tui, tng loi da, tng b phn v tng dng bo ch. Vi sn phm bt mt, gi c phi chng, cht lng uy tn, dng sn phm ny thu ht mt s lng ln ngi tiu dng. Mt l do c bit na la co hang va ban san phm cho n gii, va tao vic lam cho chinh ho. Vi du nh nhom san phm ban hang trc tip, vi hai nhan hiu ang canh tranh sat nut la Oriflame va Avon. Xut hin vao nm 2003 (Oriflame) va 2005 (Avon), khi cach thc ban hang trc tip con rt mi me vi thi trng Vit Nam, n nay cac nhan hiu nay a co i ngu t vn vin ln n hang chuc ngan ngi. iu nay co nghia la khach hang cua ho con ln hn con s nay rt nhiu. Chng lao hoa da a tr thanh nhu cu khng th thiu, co th sanh ngang vi n va mc cua u loai i tng. Se tht thiu sot nu khng nhc n dong my phm chng lao hoa thuc hang binh dn, phuc vu cho nhng i tng co thu nhp thp thng co xut x t Trung Quc, ai Loan, Thai Lan, Malayxia vi v van nhan hiu. Trong khi o, cac thng hiu my phm san xut trong nc chi ni ln vai tn tui nh Lan Hao, Ngoc Lan bac si Khung, Thorakao Gia thanh cua dong my phm nay kha re, vi mc t 10.000 tr ln cho mt san phm. Tuy khng con xa la vi thi trng Vit Nam, nhng li th sn nha vn khng giup cac nhan hiu trong nc thu hut c ngi tiu dung. Mi nm ngi Vit Nam bo ra gn 35 ty ng cho vic mua sm my phm, nhng khoang 60 70% chi phi nay tp trung vao cac hang san xut my phm nc ngoai, con my phm Vit Nam chi khim tn vi thi phn la 27%. Mc du c anh gia la thi trng tim nng, nhng cac doanh nghip trong nc lai ang mt dn th canh tranh. Vi s b cua cac cng ty a quc gia vao Vit Nam ngay cang nhiu, ngi tiu dung cang co thm c hi la chon va hng dich vu tt hn, song cung la thach thc ln vi nganh cng nghip my phm trong nc. Nhiu cng ty a chon la lam nha phn phi ch khng co chin lc phat trin san xut mong chim gianh lai thi phn trong nc. Theo anh gia chuyn mn, cac hang san xut my phm trong nc hoan toan co th san xut va canh tranh c vi cac hang nc ngoai vi iu kin a dang hoa cac loai san phm phuc vu nhu cu ngi tiu dung va u t ky cang cho chin lc kinh doanh, quang ba san phm, xy dng thng hiu, u t thit k bao bi. Nu khng, du vi chinh sach Ngi Vit dung hang Vit, my phm Vit Nam vn cht tai mt thi trng my phm nong bong nh hin nay. Quan im my phm chi danh cho phu n nay a xa nh trai t, ngay nay nhu cu s dung my phm cua nam gii ngay cang cao, c bit la nhng ngi thng xuyn phai giao tip, hang ngay phai i u vi stress do li sng, ap lc cng vic d dn n tinh trang lao hoa da. Cac cng ty my phm a tung ra hang loat san phm danh cho nam gii, vi sa ra mt, kem dng da ngay va m mu ma khng thua kem gi cac san phm danh cho n gii nh dong san phm for men cua Shiseido, Clarins, Biotherm vi thit k bao bi rt nam tinh va kiu dang thi manh me, sang trong. Do khng sc sao trong vic chon la nh phu n, a s u khng dam th nhng san phm bay ban tran lan, ho thng tim n cac thng hiu cao cp ni ting trn thi trng. Ngoai ly do lam ep do cng vic, nhiu quy ng con a ra ly do rt hom hinh nhng cung rt thuyt phuc rng phu n ngay nay rt quan tm n ve b ngoai cua nam gii, nn ho duy tri ve ngoai phong cua chinh minh la c long cac quy ba, quy c! Thi trng my phm phat trin phong phu va a dang la tt yu theo quy lut cung cu. Vi nhu cu lam ep va keo dai tui thanh xun cho khach hang, cac hang a lao vao cuc chin tranh danh thi phn do chinh minh tao ra t luc nao khng hay. Ngi tiu dung nhiu khi hoang mang ng gia mun trung vy cac san phm ma khng bit chon mua ra sao vi bi dt i ht cng ngh bao ch nay n cng ngh bao ch khac vi tc chong mt. T cac thanh phn cha pro vitamin A, C, E, B3 cho n collagen, hay chit thao dc thin nhin nh hoa hng, nha am, chanh, tra xanh ri n tao, trng, m cu non, cht nhy cua c sn thm chi ca

30

nhng th xa xi nh ngoc trai, vang, a quy Xa, ngi ta tranh gianh nhau ly c mt vin linh an cai lao hoan ng, con ngay nay thi co qua nhiu loai linh an. Cc hng c sn xut tht nhiu, mong bn tht chy, cn ngi tiu dng th mong cng dng tht nhanh. Gia hai bn cung cu ny i hi mt s kt ni c trch nhim, va tng c doanh thu cho nhn hiu, va m bo an ton cho ngi s dng. H phi hiu v nng niu ln da mnh, t trang b cho mnh nhng kin thc ti thiu khng chn la nhm. ng lo ngi nht l th trng m phm thuc dng bnh dn hin ang b th ni. Ngi c nhu cu s dng th rt nhiu, nhng vi ti tin eo hp, cng vi tm l ngi tm n trung tm c t vn chuyn mn, nhiu ch em mua sn phm theo phong tro. H r tai nhau loi ny loi kia dng tt. Cha k n vic li dng tm l mun s dng m phm ngoi vi gi thnh r. Nhiu nhn hiu uy tn b nhi, sn xut v by bn cng khai vi nhiu chiu thc nh: thanh l, khuyn mi, hng xch tay, siu gim gi... vi gi thp hn 6-8 ln so vi hng chnh hng. Hu qu ca chng c th gy ra tc hi tc th vi ngi s dng, hoc n t t m ngi tiu dng khng d g bit c. Va qua, hn 5.000 hp m phm nhi nhn hiu Shisedo, Lancme, Olay, Dove, Nivea b lc lng qun l th trng TP H Ch Minh thu gi. Con s ny chnh l hi chung cnh tnh cho nhng ai dm em ln da mnh ra lm th nghim cho nhng loi cht c hi. Ngay c khi chn mua c sn phm thch hp ri, cch s dng cng l mt vn au u. Vi vic mc cho ln da chic o gip 24/24: ban ngy dng kem chng nng, ban m dng kem dng ti to, u l thi gian ln da c th? Phi chng vic chm cht cho da nh vy l tt, hay thc n dy c nh vy s khin ln da ca chng ta b bi thc, dn n ngc i ln da? + C hi Do mc thu nhp ca ngi tiu dng v nhu cu chng lo ha thuc la tui ngoi 30 ngy cng cao, cc i tng ny bt u c thc trong vic bo v, chm sc da v tm kim nhng sn phm c cht lng, uy tn, ph hp v hiu qu. V m phm lm p, chm sc da lo ha tr thnh th trng giu tim nng v pht trin mnh m, c bit l tui trn 45 thm ch 60. Kho st cho thy, 95% ngi trong nhm tui ny cm thy tr hn so vi tui nu s dng m phm ng cch v ph hp. Vi dn s 83 triu ngi, tc tng trng kinh t cao v thu nhp ca ngi dn khng ngng c ci thin, Vit Nam ang l th trng m phm tim nng bn cnh Trung Quc v n . Vit Nam l mt th trng rt tim nng cho cc sn phm chm sc sc p v nn kinh t ngy cng pht trin v gii ph n cng ngy cng quan tm n vic chm sc sc p, c bit l cc sn phm c chit xut t thin nhin. Vao nm 2009, trong khi cc hng sn xut, kinh doanh m phm th gii ang phi i mt vi nhng kh khn do tc ng ca cuc khng hong kinh t ton cu th th trng m phm Vit Nam vn c nh gi cao v tim nng. Theo bo co LOreal SA. l mt trong nhiu hng sn xut v kinh doanh m phm ln nht th gii v tnh hnh kinh doanh trong na u nm 2009 gim hn 14% khi ngi tiu dng chu u v M ct gim chi tiu. ng cnh ng vi LOreal SA, hai hng sn xut m phm cao cp l Armani v Lancome cng ang phi i mt vi vic st gim doanh s bn m phm. Nguyn nhn chnh c cc hng a ra l do ngi mua sm thay i thi quen s dng, chuyn qua mua nhng nhn hiu sn phm r hn do tc ng ca suy thoi kinh t. iu ny cho thy vic kinh t M v chu u i xung nh hng th no ti nhng cng ty m phm hng u th gii. Ngc lai my phm Vit Nam lai ln ngi, theo Nht bo "Nikkei" (Nht Bn)

31

nh gi th trng cc sn phm lm p v chm sc sc khe ca Vit Nam ang pht trin rt nhanh chng, giu tim nng vi doanh s tiu th cc sn phm ny trong nm 2009 c tnh t 120 triu USD, tng gp i so vi nm 2004. Nguyn nhn khin th trng ny tng trng vi tc chng mt l do thu nhp ca ngi dn H Ni, Thnh ph H Ch Minh v mt s khu vc ng dn khc ang tng cao. Mt khac do khi hu Vit Nam co nhiu bin chuyn, thng thng khong thi gian gn Tt Nguyn n v sau ma h l thi gian ph n mua sm m phm nhiu nht. Qua mt ma h, ra ng lc no cng phi bt mt kn mt nh nin-ja. Ri th m hi lc no cng nh nhi t ht c m phm... By gi tit tri sang thu, khng kh mt v kh, rt thch hp dng m phm. Th l hng lot cc loi m phm c ln danh sch mua sm. No l kem dng lm trng da ban m, kem dng ban ngy, phn nn c cht sm, phn ph lm trng da, dng mi, hp tc... Cc nh phn tch cho rng do nhm ngi di 30 tui chim ti hn 50% dn s Vit Nam, doanh s tiu th cc sn phm lm p v chm sc sc khe s cn tip tc tng mnh trong thi gian ti. Hin cc sn phm nc ngoi chim gn 90% th phn cc sn phm lm p v chm sc sc khe Vit Nam v d kin s tip tc tng khong 15%/nm trong nhng nm ti. Tuy th trng tim nng nhng n 90% cc sn phm lm p v chm sc sc kho Vit Nam u thuc cc thng hiu nc ngoi. Theo cc chuyn gia kinh t, ngnh m phm ca Vit Nam cn qu non tr, cc doanh nghip trong nc ch yu sn xut cc loi m phm bnh dn. Chng hn nh M phm Si Gn ch mnh v nc hoa, M phm Thorakao d c 58 chng loi nhng cng ch nhm vo khch hng c mc thu nhp trung bnh. Cng s dng nguyn liu thin nhin (ngh, da leo, nha am...) nhng cc cng ty lin doanh nc ngoi nhanh nhy tung ra nhiu sn phm bt mt hn Thorakao. V th hiu sn phm, a s khch hng Vit Nam yu thch cc m phm c ngun gc thin nhin t nc ngoi, v a chung nhng sn phm c mi du nh, mu sc ti mi, nh nhng, khng qu chi, qu lo lot. V theo kt qu kho st ca tp on qung co tip th s 1 chu - Grey ti 16 nc chu cho thy c n 77% ngi tiu dng trong nc a chung cc thng hiu nc ngoi, trong khi con s ny trung bnh ton chu l 40%. ng Marco Saladini - i din Thng v ti Vit Nam cho rng, th trng m phm Vit Nam l mt th trng b ng y quyn r, ang thu ht kh nhiu hng m phm nc ngoi u t. + Thach thc Rao can trong tm ly s dung my phm cua ngi tiu dung: S xut hin cua dong san phm gia kem cht lng lam mt long tin ngi dn, k ca san phm cht lng cao. Vi nhng dong san phm kem cht lng nay, ngi s dung co th se bi di ng hoc lai nhng di chng ang tit. Chng d ng m phm cng c ma v ma ca n thng trng vi nhng t ch em mua sm m phm rm r. Hn na, trong ma thu, khng kh lc nng lc mt, ri ma gi tht thng l thi im thch hp cho cc loi bnh d ng pht trin trong c d ng m phm. Ngoai ra di ng my phm cung c chn on do dng mt loi m phm xn nhng qu thi hn s dng. Khng t trng hp, ch em mua sm hng lot m phm t tin ri dng theo hng dn rt cn thn, bui sng th dng sa ra mt ri thoa kem bi ban ngy, bui chiu qua tim lm p p mt n dng da, ti v bi kem ban m. Th m vn gp phi cc biu hin ca d ng m phm nh nga, ni mn... Nguyn do dng qu nhiu loi kem, nhng dng cht loi kem ny cha kp ht trn da th li c dng cht loi kem khc b sung vo. Da mt khng thm thu v thch nghi kp.

32

Hin nay, nhiu c s sn xut m phm khng c giy php kinh doanh, khng cng b s hiu m phm (SHMP) ca S Y t trn nhn hiu hng ha. iu ng ngc nhin l mt s DN khng c ng k nhng vn sn xut m phm v vn c SHMP. Theo S Y t TP.HCM, thc ra y l nhng sn phm ly SHMP ca mt DN khc, hay in mt SHMP khng c tht no ri a sn phm ra th trng. Cng c DN lp k c SHMP hp l khi v cc tnh ln cn thu mt bng, xin giy php kinh doanh, SHMP, sau gii th ri ly SHMP dng cho sn phm c sn xut ti TP.HCM. Trong kh , cng tc qun l, kim tra, kim sot m phm lu hnh trn th trng tn ti nhiu bt cp, thiu kinh ph, thit b, nhn lc v khng theo kp cng ngh hin i. Cng ngh pha ch m phm thnh phm l mt quy trnh sn xut phc tp, cc lc lng chc nng lm lc b vit v khi bt li DN m phm c sai phm. + S xut hin cua nhiu nhan hiu my phm trn thi trng gy tm ly hoang man cho ngi tiu dung. Trong thi i ngy nay, nhu cu lm p chng nhng tng gii n m gii nam cung tng ln, c bit tng lp doanh nhn. y l tng lp thng lu v cng l khch hng mc tiu m chng ti hng ti. Lm tr li l nhu cu ca hu ht cc chnh khch, cc doanh nhn thi nay. Xut hin trc cng chng vi v ngoi tr trung s "thuyt phc" hn dng v chm chp, nng n, gi nua. Nhng chnh khch trc khi i d mt hi ngh quc t cng ngh ti vic tr ha mnh. n tng u tin l rt quan trng. c c iu ny th phi cy nh n cc vin thm m, cc trung tm chm sc sc p, cc spav.v. Chi ph cho nhu cu lm p ngy cng tng ln cng vi vic tng ln v thu nhp. Phn phi m phm Janssen Cosmeceutical Germany ti th trng Vit Nam Sn phm chuyn v chm sc v iu tr da, v vy i hi i ngu nhn vin co trnh v chuyn mn t vn v s dng. u th kinh doanh - Sn phm cao cp, thin nhin c kim nh bi cc t chc c kim nghim trn th gii GMP, OSHA, FDA, Iso 9001: 2000 v cc qun l dc Vit Nam. - Nhiu dng sn phm cao cp chuyn nghip dnh cho cc nhu cu khc nhau: chm sc, iu tr v lm p. - Th hiu tiu dng, la chn cc dng sn phm cao cp c cht lng v thng hiu. - Nhu cu th trng: quan tm n vic lm p c bit v iu tr da. - Li nhun cao. - Chi ph u t: khng cao, ch phi b vn ln u t ban u. Bt li - Qung b thng hiu sn phm ti Vit Nam t c ch trng v vy sn phm cha c ph bin trn th trng. - Ch phn phi cc Beauty salon c trnh chuyn mn v da. - Gi thnh sn phm cao nn ch dnh cho phn khc cao cp. Module 2. Phn tch i th cnh trnh Hin ti trn th trng Vit Nam c rt nhiu dng m phm ni ting nh: Loreal, Shiseido, Estee Lauder, Dermalogica, Babor, DeBon, Lancome, Cc sn phm trn thng tp trung pht trin trn 2 lnh vc: chm sc dng da v iu tr cc vn v da. i th cnh tranh trc tip: Dermalogica (M) & Babor (c) b. Dermalogica Dermalogica ra i vo nm 1986, khi Jane Wurwand - ngi sng lp ra Hc Vin V Da quc t IDI ( The international Dermal Institue) quyt nh s khc bit bi th trng ang thiu ht

33

nghim trng cc sn phm chm sc da hiu qu. nh hng ca Jane rt r rng: cc dng sn phm khng c cha cc tc nhn gy d ng thng thng dn ti cc tnh trng nhy cm trn ln da, v phi do cc chuyn gia chm sc da la chn cng nh t vn c th. Jane l ngi u tin mong mun tm ra mt li i mi, p ng nh cu thc t. Sn phm lm p cha m phi tm ra liu php an ton tuyt i, nui dng ln da khe mnh, c sc mnh cha lnh cc thng tn v tc ng bn lu ln sc khe khch hng. Cc nh nghin cu ca Hc Vin V Da quc t IDI lun lun kin tr nghin cu v pht trin loi cng thc mi m h tin tng s thay i c ngnh cng nghip chm sc da. Cui cng, mt nh ha hc tm ra cng thc qu bu thc s ph hp vi nh hng ca Jane. Ln lt, cc sn phm sa ra mt, kem dng da, nc hoa hng nh Active Moist, Skin Smoothing Cream, Special Cleasing Gel, Multi Active Toner.... xut hin v thng hiu Dermalogica cng ra i t . Cc nhn hng ny lp tc c xp hng l dng sn phm lm sch, dng m cho da bn chy nht trn th trng Li th cnh tranh Sn phm uy tn c nghin cu v pht trin bi Hc vin Nghin cu Da Quc t. Tt c cc sn phm ca Dermalogica u khng gy mn, khng cha du khong hay lanolin gy tc nghn, khng mu hay hng thm nhn to v khng cha SD alcohol gy kh da. Khch hng n vi Dermalogica s nhn c s t vn ng tin cy v nhng vn ca da. Dermalogica cn t chc cc kha hun luyn chuyn mn cho cc salon trong vic chm sc iu tr cc vn v da. Chin lc kinh doanh Xy dng Dermalogica l mt thng hiu dc m phm hng hiu hng u th gii. Dermalogica xut hin ti th trng Vit Nam nm 2002, hin ti c gn 500 i l trong c nc. T khi xut hin n nay, vi chin lc qung b rng ri, t chc cc hi ngh khch hng gii thiu sn phm, tham gia hi ch trin lm m phm, t chc cc cuc gp mt gia cc i l tng thng cc i l c doanh s cao, Dermalogica khng nh c v tr l sn phm c tr v da hng u ti Vit Nam. Bng so snh sn phm Janssen v DermalogicaCC TIU CH SO SNH Nh phn phi ti Vit Nam DERMALOGICA Cng ty TNHH Thanh Lan Tr s chnh l VP ti Cao c Si Gn Trade Centre 37, Tn c Thng, Q 1, TPHCM Km theo l M vin Souchet cao cp v c s vt cht, trung cp v chm sc da chuyn nghip Ch doanh nghip l b Josephine Toh, ngi Singapore . gim c hin nay l ng Trn Vn Lm, nguyn l ti x ca b Joe Thnh lp 1986 ti LA, hoa K ( 21 nm thnh lp) c h tr bi vin Dermal Quc t ( IDI; l ni ch Cm Anh i hc tu nghip v CSD JANSSEN COSMECEUTICAL Cng ty TNHH Tm Nhn Mi Km theo l M vin New Version Trung cp v c s vt cht, cao cp, chuyn nghip v iu tr da

B dy lch s

Thnh lp 1997 ti Aachen, Ty c c (10 nm thnh lp)

34

ng cp, c tnh

Gi bn l ti MGi bn l ti Vit Nam Cc tiu chun quct v VN

2001) Sn phm thin nhin, cao cp ***- tnh iu tr khng cao - hiu qu iu tr c nhng khng cao SP cha tnh chuyn nghip cao cho vic iu tr da (SP chm sc da c tnh cht cn bn c th dng i tr) Gi bn ti USA l trung bnh, ti VN gi bn l cao gp 2 ln Cc tiu chun quc t khc khng trnh by Cc qun l dc VN

Mc phn phi ton cu Trnh Marketing ca hng ni chung

Trn 40 nc trn th gii Trnh i marketing rt chuyn nghip quy m thng nht ti cc nc phn phi. Mi 2 nm t chc hi tho gp g cc nh phn phi ti cc nc, t chc ti tng quc gia thay i, quy m chuyn nghip, hnh thc hp dn v honh trng, c sc thu ht nh phn phi Beauty salon & SPA Tim tc Cao cp- trung cp Vo nm 1999. Trong 3 nm u dng SP cha pht trin, c khong 10 i l ch yu trn ton quc ch yu ti TPHCM v H Ni. Sau tht bi v qun l ni b nm 2002 cng ty phn phi ti VN chuyn chng trnh marketing cho cty marketing thu ngoi l cng ty Yn Nhi, sau cng ty Yn Nhi tr thnh chi nhnh ca mt tp on ca c ti VN. Cho n nay mi nm t chc 1 seminar chuyn v da Cho n nay sau 8 nm kinh doanh cty ny c khong 50 i l trn ton quc hot ng kinh doanh mnh, hiu qu u n, thng xuyn v a dng v chuyn mn ln marketing v qun l doanh nghip i l trung thnh, cng pht trin

i tng phn phi Trnh marketing ca cng ty phn phi ti VN

SP thin nhin Cao cp-tnh iu tr cao hiu qu iu tr cao-SP c tnh chuyn nghip cao cho vic iu tr da (SP chm sc da chuyn bit cho tng c nhn) Gi bn l ti M cao hn gi bn l ca Demal. Gi bn l ti VN cao bng, c mn thp hn, c mn cao hn gi bn l ti M FDA ( USA) OSHA ( ton cu v an ton cho ngi dng ) GMP ( Tiu chun v sn xut ton cu v chu u) Cc qun l dc VN MSDS ( Bng phn tch d liu v an ton ca tng sn phm do OSHA chng nhn) Trn 60 nc trn th gii : u, , c, M, Phi Trnh marketing ph thuc vo tng nh phn phi ti cc nc, ph thc cho h t lm, khng c quy m thng nht ng b. Mi nm t chc hi tho & hun luyn ti c, quy m cha ln nn t thu ht nh phn phi tham d Beauty salon & SPA Phng mch bc s da Trng dy ngh CSD Vo nm 2003. Trong 2 nm 2003 v 2004 mi nm t chc mt hi tho chuyn v iu tr da Cho n nay, sau 3 nm c: +13 i l ang hot ng phn phi trong c mt i l ch nhim l bc s da, mt i l ch nhim l BS GPTM, 1 trng dy CSD- trang im Cc i l trn hot ng kinh doanh khng u v hiu qu cha cao. + 3 i l ng ca ngng hot ng + 3 bc s ngng hp tc v hiu qu km C nhng khng u n, khng thng xuyn v thiu phn qun l marketing i l km trung thnh, cng suy gim

Chng trnh hun luyn ca cng ty phn phi Hiu qu kinh doanh

35

Mc a dng phong ph ca SP Hot tnh ng dng cng ngh sinh hc mi

C 10 h SP vi tng s SP l 66 loi SP +C Phyto- Hormon cho n t 40 tui +Khng c sn phm cha vitamin K chng thm qung mt +Khng c cht tng hp thay th Botox chng nhn da lo ha +Khng c men Subtilizin lm sch da cht +C AHA t tri cy lm tr ha da +C t chit xut mi t hoa qu cho tr da ton thn, gii c, tng cng th gin +Khng c SP cha Retinol, Q 10 chng lo ha +C cht ng dng bo v trang im nhng t +Nhng hot tnh trong SP cho nam gii: c nhng t thnh phn, t loi SP hn

Cha thnh phn c hi Corticode Hiu qu iu tr da

C ( kim chng lm sng) Kt qu iu tr c nhng khng cao, khng nhanh, d gy kch ng da Hng Dermal xch tay trn ngp D cht lng SP khng cao, ch l mt dng SP cn bn v trung bnh ti M, nhng tr thnh mt dng SP cao cp ti VN***. Kinh doanh thnh cng ti VN

C 21 h SP vi tng s SP l 164 loi SP +Phyto Hormon c tc dng ging hormon n, chng lo ha cho n t 40 tui + Vitamin K chng thm qung mt rt hiu qu +Cht tng hp thay th Botox chng nhn da lo ha + Men Subtilizin lm sch da cht nh nhng v su sc +AHA t tri cy lm tr ha da +Chit xut mi t hoa qu cho tr da ton thn, gii c, tng cng cho th gin + Retinol, Q10 chng lo ha mnh, hiu qu + Cht ng dng ba v v trang im trong h SP trang im bo v da + Nhng hot tnh trong SP cho nam gii: chng nhn, gii c, chng lo ha, chng tc hi mi trng, chm sc tc v ton thn khc Khng ( kim chng lm sng) Kt qu iu tr cao, nhanh, c nhiu h SP chuyn bit cho nhiu loi da, tnh trng da nn c nhiu la chn cho nh iu tr Cha gp kh khn ny gy c mt uy tn nht nh do cht lng SP nhng cha thnh cng ti VN do chng trnh KD cn km.

Kh khn ti VN nh gi chung

b. Babor BABOR Professional Cosmetics, khi ngun t sn HY-OIL nm 1956, ti Aachen- c pht trin ln mnh tr thnh thng hiu dn u trong ngnh sn xut m phm chuyn nghip & Spa trn th gii. Thng hiu BABOR ch s sng cc thnh phn c ngun gc thin nhin cng nh thn thin vi thin nhin bo v Mi trng Xanh bi cng ngh cao, to nn nhng sn phm hon ho nht. Cc nghin cu chuyn su v thnh phn, cng ngh sn xut cng nh hiu qu tr liu da ca m phm lun c tin hnh cho ra i cc dng sn phm mi tin tin p ng nhu cu ngy cng cao ca th trng m phm ton cu. Thng hiu BABOR vi hn 50 nm tri nghim cng khch hng trn ton th gii lun nh i din cho S khc bit, c o & cht lng cao nht ca cc dng m phm cng nh h thng tr liu & Spa chuyn nghip, c bit ti Chu u, Chu v Chu M. M phm BABOR ngy nay c bit n l mt trong nhng thng hiu m phm chuyn nghip ng tin cy nht trn th gii , vi cc vin m phm v spa c quyn ti cc khch sn36

nh khch sn Union ti Na Uy, Al Maha Dubai (n ), Ritz Carlton Florida v Four Seasons New York. Vi BABOR, m rng quc t l iu cn thit duy tr mi quan h gn gi vi khch hng ca chng ti v thc hin cc trit l BABOR-sn phm t nhin v chng minh hiu qu hn cp a phng. Mi nm, BABOR thu ht cc i tc hp tc mi v khch hng trn khp th gii vi cc sn phm xut sc v dch v ca mnh. Chi nhnh mi nht ca chng ti c thnh lp ti Anh Quc nm 2001. Li th cnh tranh S khc bit ca Babor th hin nhng im sau: -T nhin:S dng nguyn liu thin nhin, c gi t nhin cao nht vi cng ngh sn xut hin i v tun theo nhng tiu chun cht lng rt nghim khc ca Chu u. -Hiu qu: Cc nghin cu lun c tin hnh trong nhng iu kin ti tn nht vi s cng tc cht ch vi cc chuyn gia v cc hc vin khoa hc nghin cu da ni ting trn ton th gii, cho php m ra nhng tri thc v pht trin cc sn phm cht lng v hiu qu ti u. S tinh thng v chuyn nghip ca thm m vin l mt phn quan trng khng th thiu nng cao hiu qu tr liu. -H thng chm sc da ton din: H thng sn phm chm sc top to toes v dng tr liu chuyn nghip c lin tc i mi v phi hp ti u ph hp vi mi nhu cu ca ln da v trong mi thi im. -S hi ha gia tinh thn c th - tm hn: Trit l tr liu ca BABOR lun l em n v p ton din cho khch hng. l s kt hp hi ha gia v p bn trong v bn ngoi, s hi ha gia tinh thn, c th v tm hn. -Tr liu mang tnh m tnh c th: BABOR tn trng c tnh ring bit ca mi khch hng, l phng thc duy nht h m v t m nhng ng nt c o ca mi c nhn. BABOR chng ti c th thit k v pht trin nhng menu tr liu ring bit v ph hp cho mi i tng khch hng. BABOR nng niu hnh nh ca mi c nhn gip bn khm ph v pht huy v p t nhin ca chnh mnh. Chin lc: pht trin sn phm thng qua vic kt hp vi cc beauty salon - T vn xy dng m hnh Spa ph hp vi iu kin kinh doanh ca Bn. - Nhng quyn Kinh doanh thng hiu Babor Beauty Prof. & Spa. - T vn phng thc kinh doanh, PR, Marketting kinh doanh Spa thnh cng. - Thit k Menu tr liu theo yu cu & xy dng cc quy trnh tr liu chun hoc nng cao theo ma/nm - o to i ng nhn vin Bn hng, k thut vin theo tiu chun Babor ton cu. - H tr cc Chng trnh tm kim khch hng mi & thc y bn hng. - H tr t vn bn hng trc tip cho khch hng ca Bn hoc Online trc tuyn ti website www.babor.com.vn. Babor c mt ti Vit Nam nm 2006. Vi cc sn phm an ton hiu qu c ngun gc t thin nhin, c bit l gi r hn Dermalogica v nghin v cc sn phm dng cho Spa, a ra cc chin lc pht trin sn phm kt hp vi dch v h tr cho cc Beauty salon, Babor ang dn chim lnh mnh m th trng sn phm ti cc trung tm Spa. Module 3. Phn tch mi trng a l - kinh t 1.Mi trng a l Kh hu l mt trong nhng yu t nh hng nhiu n sc kho ca ln da. Vit Nam nm trong vnh ai ni ch tuyn, quanh nm c nhit cao v m ln. Vit Nam c th c chia ra lm hai i kh hu ln: (1) Min Bc (t o Hi Vn tr ra) l kh hu nhit i gi

37

ma, vi 4 ma r rt (xun-h-thu-ng), chu nh hng ca gi ma ng Bc (t lc a chu ti) v gi ma ng Nam (thi qua Thi Lan-Lo v Bin ng), c m cao. (2) Min Nam (t o Hi Vn tr vo) do t chu nh hng ca gi ma nn kh hu nhit i kh iu ha, nng quanh nm v chia thnh hai ma r rt (ma kh v ma ma). Nhit trung bnh ti Vit Nam dao ng t 21oC n 27oC v tng dn t bc vo nam. Ma h, nhit trung bnh trn c nc l 25oC (H Ni 23oC, Hu 25oC, thnh ph H Ch Minh 26oC). Vit Nam c lng bc x mt tri rt ln vi s gi nng t 1.400 - 3.000 gi/nm. Lng ma trung bnh hng nm t 1.500 n 2.000 mm. m khng kh trn di 80%. Ln da d b nm nng, i mi nh hng n sc kho v thm m. Nn vn chm sc da c mi ngi rt quan tm. c bit cc thnh ph ln nh Thnh ph HCM, mt thnh ph cng nghip ln nht nc, mi trng nhim nh hng n ln ln da. 2.Mi trng kinh t Tc pht trin kinh t hng nm ca VN ni chung v Tp. HCM ni ring. Dao ng trong khong 6 - 6,5% l mc tng trng ca nn kinh t Vit Nam nm 2010 va c cc t chc nghin cu kinh t d bo ngy 13/04/2010. Thm ch, Ngn hng Th gii (WB), trong d bo v kinh t Vit Nam nm 2010 cho rng, t l tng trng 6,5% i vi Vit Nam l trong tm tay. Cc chuyn gia WB cng lc quan nhn nh, Vit Nam ang ra khi suy thoi vi v th tt hn nhiu so vi cc nc Thnh ph H Ch Minh gi vai tr u tu kinh t ca c Vit Nam. Thnh ph chim 0,6% din tch v 7,5% dn s ca Vit Nam nhng chim ti 20,2% tng sn phm, 27,9% gi tr sn xut cng nghip v 34,9% d n nc ngoi. Vo nm 2005, Thnh ph H Ch Minh c 4.344.000 lao ng, trong 139 nghn ngi ngoi tui lao ng nhng vn ang tham gia lm vic. Nm 2008, thu nhp bnh qun u ngi thnh ph t 2.534 USD/nm, cao hn nhiu so vi trung bnh c nc, 1024 USD/nm. Nn kinh t ca Thnh ph H Ch Minh a dng v lnh vc, t khai thc m, thy sn, nng nghip, cng nghip ch bin, xy dng n du lch, ti chnh... C cu kinh t ca thnh ph, khu vc nh nc chim 33,3%, ngoi quc doanh chim 44,6%, phn cn li l khu vc c vn u t nc ngoi. V cc ngnh kinh t, dch v chim t trng cao nht: 51,1%. Phn cn li, cng nghip v xy dng chim 47,7%, nng nghip, lm nghip v thy sn ch chim 1,2%. V thng mi, Thnh ph H Ch Minh c mt h thng trung tm mua sm, siu th, ch a dng. Mc tiu th ca Thnh ph H Ch Minh cng cao hn nhiu so vi cc tnh khc ca Vit Nam v gp 1,5 ln th H Ni. Thu nhp bnh qun u ngi ti TP. HCM cao. Theo s liu ca tng cc thng k TP.HCM th thu nhp bnh qun GDP trn u ngi ca thnh ph l 2534 USD/nm. Nm 2009, Thnh ph H Ch Minh t tng sn phm ni a (GDP) 332.076 t ng, tng 8% so vi nm 2008, Tc tng trng kinh t ca thnh ph vn duy tr gp 1,53 ln so vi tng trng GDP ca c nc. GDP bnh qun u ngi t 46,3 triu ng/ngi - tng ng vi 2.606 USD/ngi. Do mt b phn dn chng c thu nhp cao trch mt phn thu nhp ca mnh vo vic lm p. Module 4. Phn tch mi trng vn ha x hi 1.Kho st v dn khu hc ca dn s Vit Nam Tng dn s: 85.789.573 ngi (0 gi ngy 01 thng 4 nm 2009) S n gii: 43.307.024 ngi. T s gii tnh: 98,1 nam trn 100 n T l tng dn s: 1,2% (2009) S dn sng khu vc thnh th: 25.374.262 ngi (chim 29,6% dn s c nc).

38

2.C cu tui: 0-14 tui: 29,4% (nam 12.524.098; n 11.807.763) 15-64 tui: 65% (nam 26.475.156; n 27.239.543) trn 65 tui: 5,6% (nam 1.928.568; n 2.714.390) (2004 c tnh) T l sinh: 19,58 sinh/1.000 dn (2004 c tnh) T l t: 6,14 t/1.000 dn (2004 c tnh) T l di tr thc: -0,45 di dn/1.000 dn (2004 c tnh)

Dn s Vit Nam, d liu ca FAO, nm 2005; S dn tnh theo n v nghn 3. T l gii: khi sinh: 1,08 nam/n di 15 tui: 1,06 nam/n 15-64 tui: 0,97 nam/n trn 65 tui: 0,71 nam/n tng dn s: 0,98 nam/n (2004 c tnh) 4. T l bit c bit vit: 94% dn s Hin dn s Vit Nam ang ng th 13 trn th gii. Trong , 75% dn s Vit Nam sng nng thn. D on nm 2020, dn s Vit Nam s vt qua Nht Bn (nc ang c s dn gim) v ng th t chu ch sau Trung Quc, n v Indonesia. T l pht trin dn s s mang li mt vi xu hng tiu dng mi v nhng thay i trong vng 10 nm ti. Trong , vic tng mnh lc lng lao ng (nhng ngi a ra quyt nh tiu th) v kiu h gia nh nh s kch thch vic tiu dng. Nn kinh t tiu th s tr thnh mt yu t ln trong tng quan kinh t. D bo s pht trin dn s v s di dn vo th s a nn kinh t tiu dng ti Vit Nam t n nhng tm cao mi. Ngy nay, quan nim lm p gng lin vi Gia tr ca ngi ph n c lin quan mt thit vi v p ca h. X hi chng ta ngy nay lun quan nim ngi ph n p phi han ho. T p v hnh th n nhn cch, li n ting ni: chim khn ht ting vo von, ngi khn n ni du dng d nghe. Khng c ph n no xu, ch c ph n khng bit lm p m thi. Ph n Vit Nam, c bit l cc thnh ph ln ngy cng tham gia tch cc vo qu trnh pht trin kinh t - x hi. H khng ngng vn ln t c nhng v th cao trong x hi, thu nhp ca lao ng n cng ngy cng ci thin. Song song vi nhng cng hin cho XH, h ngy cng c xu hng tiu dung, lm p cho bn than, nh tham gia lp Yoga, mua m phm, th gin spa.39

Trong vng 10 nm ti, mt tng lp mi c thu nhp cao (hin ch khong gn 1% dn s) s xut hin Vit Nam. Vo nm 2016, tng lp ny s chim t nht 10% trong tng s dn. Tng lp mi c gi l "Vinavalet" s l lc lng thc y s tng trng cc mt hng xa x phm, t xe hi BMW n cc ngi nh c thit k c o v nhng chic ng h sang trng. D bo mt tng lp tiu th "Vinavalet" mi s y mnh vic tiu dng, c bit l cc mt hng xa x phm. Th trng Vit Nam vi dn s tr, vi hn 35% tng dn s di 10 tui, c bit t l n chim t l kh cao. y l mt th trng tim nng cho sn phm phc v nhu cu lm p. Sn phm lm p Cc sn phm chm sc sc p v chm sc c nhn trc y l lnh vc ph n quan tm. Xu hng ny vn tip tc. Nhng nam gii s tham gia vo cuc cch mng chm sc sc p. Cng vi s tng trng th trng sn phm chm sc c nhn Vit Nam, nhng ca hng chuyn v lnh vc ny s nhanh chng xut hin. Bools & Watson s l nhng tn thng thng Vit Nam vo nm 2016. Cc cng ty bn hng tn nh, nh Mary Kaye, cng s xut hin, gn kt hn ngi tiu th vi dch v chm sc sc p trong v ngoi nh. D bo, nhng sn phm chm sc c nhn dnh cho hai gii s tip tc bng n Vit Nam. Yu t v vn ha x hi c lin quan n phn khc tiu th Vit Nam. S phn bit gii tnh v tui tc cng cha to nhiu s phn khc khc. Nm 2016, Vit Nam s l mt nc trn ngp s phn khc tiu dng. Mc d ca ci, gii tnh v tui tc vn gi vai tr quan trng trong phn khc tiu th. Nhng ngi tiu dng s tin n s phn khc phc tp hn v to mt th trng a dng hn nhiu. iu ny s tc ng n s pht trin qung co, nhng gii php th trng. V trn ht l s pht trin mnh ca sn phm v s thc y tiu th. D bo, s phn khc tiu dng a chi ph qung co ti Vit Nam n nhng tm cao mi. Module 5. Phn tch mi trng php lut Hin nay c nhiu hnh thc ng k kinh doanh m Beauty Salon. Ty theo iu kin ca doanh nghip m c th ng k di dng h kinh doanh c th , cng ty TNHH, DNTN, ph bin nht l m beauty salon ng k di hnh thc cng ty TNHH 2 thnh vin tr ln. Vic thnh lp cng ty TNHH 2 thnh vin tr ln phi ng k trc tip ti s k hoch v u t vi nhng giy t cn thit sau: 1- Giy ngh ng k kinh doanh do i din php lut cng ty k (theo mu qui nh) (2 bn); 2- D tho iu l cng ty c tt c cc thnh vin sng lp (hoc ngi i din theo y quyn ca thnh vin sng lp l t chc ) v ngi i din theo php lut k tng trang (c th tham kho mu ) (1 bn); 3- Danh sch thnh vin c ch k ca tt c thnh vin v i din php lut ti ct 14 v phn cui trang (theo mu qui nh) (1bn); 4- Giy t chng thc ca thnh vin gp vn, ngi i din theo php lut: 4.1- C nhn c quc tch Vit Nam: Bn sao hp l chng minh nhn dn (hoc h chiu) cn hiu lc (1bn). 4.2- Nu thnh vin gp vn l t chc: - Bn sao hp l Quyt nh thnh lp; bn sao hp l Giy chng nhn ng k kinh doanh hoc Giy chng nhn ng k kinh doanh v ng k thu hoc giy t tng ng khc ; bn sao hp l iu l hoc ti liu tng ng khc. (mi loi 1 bn) - Bn sao hp l mt trong cc giy t chng thc c nhn cn hiu lc theo khon 4.1 nu trn ca ngi i din theo y quyn v quyt nh y quyn tng ng. ( mi loi 1bn) 7- Bn k khai thng tin ng k thu (theo mu qui nh) (1 bn).

40

Sau doanh nghip s ng k vi s lao ng thng binh x hi v cuc thu v tnh hnh lao ng v ng k m s thu cho doanh nghip. Doanh nghip sau khi c thnh lp trong vng 30 ngy s phi ng b co trn bo i v hot ng ca mnh trong 3 s lin tip theo lut nh. PHASE 2. T CHC HOT NG KINH DOANH Module 6. T chc hot ng cng ty Tn cng ty : CNG TY TNHH MT THANH VIN TM NHIN MI Tn nc ngoai : NEW VISION CO., LTD. ia chi tru s chinh : 232/5 Cng Hoa, phng 12, qun Tn Binh, TP. HCM, Vit Nam in thoai : 08 6268 0426 2212 1826 2212 1827 Fax: 08 6268 0427 Vn iu l : 2,735,466,889 VN Hinh thc cng ty : Cng ty TNHH Mt Thanh Vin Nganh ngh kinh doanh chinh: Bn l, s m phm; Chm soc v o to da, lm p. 1. Tm nhin v s mang: Tr thanh mt trong nhng cng ty nhp khu, phn phi san phm chm soc da cht lng cao, hinh thanh h thng beauty salon hin ai, gn gui vi i tng khach hang n nhn vin vn phong. Thc hin s mang em lai ve ep bn vng, an toan va t nhin cho phai n. 2. S cu trc ca cng ty: Hi ng thnh vin Ban Gim c: Gim c iu hng v Ph gim c Phng Ban: - Phng Kinh doanh v Marketing - Phng K ton & Hnh chnh - Phng Chuyn mn k thut 3. Phng thc thm nhp: Vi muc tiu thm nhp nhanh vao thi trng Vit Nam, tn dung c kinh nghim lu nm v thi trng my phm Vit Nam, i ngu nhn vin kinh doanh va nhng mi quan h khach hang cua i tac ban ia. Cng ty Jassen la chon cng ty New Vision la nha phn phi san phm chm soc da chuyn nghip Jassen Pharmaceutical cua minh. 4. Lin minh chin lc: Ngoai vn chu s hu t Giam c, cng ty New Vision la chon h thng beauty salon/ chuyn khoa da liu tai cac bnh vin la lin minh chin lc cua minh. Lin minh chin lc la vic hai hoc nhiu hn hai doanh nghip lin kt vi nhau trong mt thi gian nht inh. Cac doanh nghip nay thng khng canh tranh trc tip vi nhau, nhng co cac san phm/dich vu tng t nhau va cac san phm/ dich vu o cung hng vao nhom i tng khach hang, la cac n nhn vin vn phong a chung vic c chm soc sc ep chuyn nghip cac beauty salon. 6 ly do chung ti la chon h thng beauty salon va cac bnh vin co chuyn khoa da liu la lin minh chin lc: + Chung ti co th cung cp cho khach hang nhiu loai san phm/dich vu lam ep, th gian hoan thin hn. T mt khach hang quan tm n 1 hay mt vai san phm lam ep Jassen, chung ti se co iu kin gii thiu nhng san phm mi, nhng san phm co tac dung phu tr vi nhng san phm a quen thuc vi khach hang. + Tn dung c ngun nhn s tai cac beauty salon, cac bac si y ta chuyn khoa da liu. Cng ty chung ti chi cn m chng trinh training v san phm cho nhn vin tai cac beauty salon va co chinh sach khuyn khich ho y manh s dung cac san phm cua cng ty. iu nay giup tit

41

kim kha nhiu thi gian, tin bac cho vic tuyn dung lao ng mi, kha nng tip cn khach hang cua nhn vin beauty salon thun tin va nhanh chong hn. + Tng hiu qua quang cao & marketing: cng ty chung ti co th tin hanh cng tac marketing, quang ba san phm lam ep tai cac beauty salon, chuyn khoa da liu, vi chi phi re hn, kha nng tip cn khach hang tim nng cao. + Bac si da liu, nhn vin tai beauty salon a c hun luyn mt s ky nng chm soc sc khoe va sc ep cho cac khach hang. Vi vy lin minh vi h thng beauty salon se nng cao kha nng chm soc, dich vu cua san phm cng ty. + Cng ty co th vt ln trn cac i thu canh tranh nh ban c hang cho s i tng khach hang ln hn. ng thi tng c tng s lng khach hang hin tai mua san phm Jassen. + Tao thm danh ting cho doanh nghip, cung c nim tin vi khach hang, do vy kha nng thu hut c nhiu khach hang tim nng hn. Module 7. Ngun vn u t dnh cho d n Ngun vn u t danh cho d an 1. Vn u t: a. Vn c inh gm: + Cac chi phi cn thit cho vic giai phong mt bng, thu t, thit k, xy dng va trang tri Spa v m cng ty. + Chi phi mua sm trang thit bi chuyn dung va thit bi vn phong spa v cng ty i vo hot ng. b. Vn lu ng: Spa chu yu hoat ng kinh doanh dich vu nn co ti l gia vn d tr va vn bng tin nm trong khoang 30/70. + Vn d tr hang hoa: Xac inh nhu cu vn d tr da vao tc quay vong vn. Theo bao cao tai chinh ca cng ty chuyn v kinh doanh nhp khu m phm v chm sc sc p Domesco, theo qu 4 -2009 c thi gian thu hi vn lu ng T=6. Doanh thu mong mun t c trong nm l 2,500,000,000 VND. Do nhu cu vn lu ng: Thi gian quay vng vn T = Doanh thu/ Vn d tr lu ng Do : Vn d tr lu ng = Doanh thu/T = 2,500,000,000/6 = 410,000,000 VND V vy nhu cu vn bng tin cua d an: 950,000,000 VND Tng vn lu ng = vn d tr + vn bng tin = 1,360,000,000 VND Vn u t = vn c inh + vn lu ng 2. Ngun vn u t + Vn gop ca cc c ng: 1,680,000,000 VND + Vn vay ngn hng, chim 30% tng vn u t: 720,000,000 VND Chi tit vn s dng Danh mc u t Vn c nh Vn lu ng Vn d tr hng ha Vn bng tin mt 2,400,000,000 1,602,380,952 797,619,048 223,333,333 574,285,71442

Tng ti sn c nh Danh mc u t cho hot ng cng ty v Beauty salon

494,760,000

43

Bng 1. Danh mc u t d n

44

STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

HNG MC U T Bn lm vic Gh xoay Bn lm vic gim c Gh xoay gim c Bn gh hi hp Bn reception B bn gh tip khch T trng by sn phm K trng by Bn t vn da Kinh lp soi da My soi da My xng hi My Echo My Giavanic

SL 1 5 2 0 1 1 1 1 2 3 5 2 1 2 1 8 8 8 1 0 2 0 1

VT ci ci ci ci b ci b ci ci ci ci ci ci ci ci b b ci ci b b b b b

GI 01 VT 500,000 250,000 3,000,000 800,000 4,500,000 10,000,000 8,000,000 5,000,000 500,000 850,000 1,500,000 45,000,000 1,500,000 3,500,000 3,500,000 8,000,000 3,500,000 10,000,000 3,500,000 2,800,000 10,000,000 35,000,000 5,000,000 1,100,000 150,000 6,500,000

Ging + Nm + Ra + Gi 17 Dng c s dng trong qui trnh chm sc da 19 Dn Amply (hiu Pioneer VSX817-S, cng sut 360W): 20

Dn loa (500W/cp): 2 Tin lp t Internet + B pht 21 sng Wifi 1 Lp t in thoi c nh + mng 22 in thoi cng ty 1 2 in, n, nc, tin cng thi 3 cng 1 Dng c s dng cho cng ty v 24 nhn vin 1 25 26 Bp + bnh gas (Luminax) 1 2 8 1 1

THNH TIN (vt: ng) 7,500, 000 5,000, 000 3,000, 000 800, 000 4,500, 000 10,000, 000 16,000, 000 15,000, 000 2,500, 000 1,700, 000 18,000, 000 45,000, 000 12,000, 000 28,000, 000 28,000, 000 80,000, 000 70,000, 000 10,000, 000 7,000, 000 2,800, 000 10,000, 000 35,000, 000 5,000, 000 1,100, 000 4,200, 000 000 97,500, 6,500, 45

ng phc nhn vin 27 My tnh tin in t CASIO TKT200 28

b ci

Module 8. Xy dng h thng thng tin qun l 1. Ngun thng tin cn thit: Thng tin chin lc Thng tin v sn phm Thng tin v nh cung cp Thng tin v th trng tim nng Ngun ti chnh Cc thng tin v kinh t v m Lut doanh nghip, lut u t, lut lao ng, lut thng mi Ngh nh ca chnh ph Thng t, quyt nh ca b y t, s y t Cc iu kin cn thit thnh lp thm m vin: giy php, chng ch hnh ngh Cc quy nh v thu nhp khu m phm Quy ch qun l m phm Quy nh v qung co thuc v m phm S thay i ca t gi hi oi Li sut ngn hng i th cnh tranh Cc i th cnh tranh chnh Hnh thc kinh doanh Sn phm Dch v Gi c V tr Cc chng trnh qung co, khuyn mi Ngun nhn lc: S lng nhn vin cn thit, bng cp, chng ch, kinh nghim, tui, ngoi hnh Ngun ti chnh: vn t c, vn vay cn thit, li sut vay Thng tin v chi ph xy dng ban u: mt bng, nguyn vt liu trang tr, my mc thit b. Cc ca hng cng ty phn phi sn phm V th v uy tn ca ca hng Quy m ca hng Doanh thu, kh nng bn hng, cc yu cu h tr Thng tin hng ngy S thay i gi ca sn phm Doanh thu Nhp xut tn Tin mt Cc chi ph pht sinh Khch hng: tn, tui, a ch, loi hnh chm sc S lng khch hng thng xuyn, thn thit kin khch hng: v cht lng phc v, phong cch nhn vin, S lng sn phm bn ra hng ngy

46

Tnh hnh kinh doanh ca ca hng cng ty phn phi S lng cc n t hng Nhn s: s lng nhn vin, thi gian lm vic, thi lm vic Cng ngh mi Cc ri ro, s c Ngun cung cp thng tin Thng tin bn ngoi: Thng tin ni b: B y t Nh cung cp, nh sn xut sn phm Cc Qun L Dc B phn k ton S K Hoch u T B phn marketing Bo ch, cc phng tin truyn thng, B phn xut nhp khu website B phn hnh chnh nhn s Cc cng ty nghin cu th trng B phn bn hng, giao nhn hng Qung co ca i th cnh tranh B phn xut nhp khu Phiu nh gi, th gp ca khch hng. Cc ca hng cng ty phn phi sn phm Trung tm chm sc khch hng Tt c nhn vin Cng ngh x l thng tin S dng c s d liu tp trung v phn quyn cho cc phng ban tu vo chc nng. Cc b phn chc nng thu thp v cht lc, x l thng tin bn ngoi lin quan Cc phng chc nng cung cp thng tin ni b lin quan thng qua cc phn mm qun l h tr, cc cuc hp ni b hay cc phng thc khc. Thu thp kin t khch hng qua cc bng nh gi, trung tm chm sc khch hng -> cc b phn chc nng gii quyt cc vn lin quan v trnh gim c xt duyt. Thu thp thng tin t cc mi quan h S dng cc phn mm qun l Phn mm qun l nhn s Phn mm qun l khch hng: cc ca hng, khch hng c nhn Phn mm qun l kho. Ch ra ngun cung cp thng tin v phng php, cng ngh x l thng tin. Module 9. T chc nhn s Phng ban V tr S lng Mc lng 7.000.000 vnd / -Qun l, t chc hot ng ca thng + 2% doanh cng ty. s bn hng ca -T chc hot ng ca cng ty cng ty/Qu + Ph thc hin chin lc thm nhp cp chc v th trng. 500.000/thng -Nghin cu v sn phm cng 6.000.000 vnd / nh k thut ng dng. thng + 1.5% -Lam vic trc tip vi nh phn doanh s bn hng phi cp nhp thng tin mi v ca cng ty/Qu + Cng vic

Gim c

Gim c

1

Ph Gim c Kim trng phng K

1

47

thut 1 Trng phng 1 Nhn vin marketing

sn phm v qui trnh chm sc. -Qun l trc tip nhm nhn vin t vn v k thut vin. -T chc thc hin cc chng trnh marketing. -Thc hin cc chin lc kinh doanh p ng doanh s - Thc hin cc chng trnh marketing ca cng ty

Ph cp chc v 400.000/thng 5.000 000vnd/ thng + 1.5% trn doanh s bn hng ca cng ty /thng 3.000.000 vnd/ thng + 1% hoa hng trn doanh s bn m phm ca cng ty/thng + Ph cp nhn vin: 200.000/thng 3.000.000vnd/ thng 1% hoa hng trn doanh s bn m phm ca cng ty/thng + Ph cp nhn vin: 200.000/thng 5.000 000vnd/ thng + 1.5% trn doanh s bn hng ca phng kinh doanh/thng 2.000.000 vnd/ thng + 1% doanh s bn ca c nhn/ thng 3.000.000/thng 3.500.000 vnd/ thng 3.200.000 vnd/ thng 2.700.000 vnd/ thng + Ph cp cm tra 360.000/thng 2.700.000 vnd/ thng + Ph cp cm tra 360.000/thng 2.500.000 vnd/ thng + Ph cp cm tra48

Phng Kinh doanh v Marketing

Nhn vin Kinh doanh

5

- Tm kim v pht trin phn phi m phm

Phng K ton v Hnh chnh

1 Trng phng Nhn vin K Ton L tn Nhn Vin Hnh chnh IT Giao nhn 1 Kho Bo v 2 1

- Ph trch k ton ca cng ty - Qun l mng nhn s

- Lm s sch k ton

1 1 1 1

Tip nhn in thoi v th -Ph trch nhn s -Ph trch vi tnh v mng ca cng ty -Giao nhn hng theo yu cu ca phng kinh doanh -Qun l, bo qun hng ha

-Bo v lm vic 24/24

1 Tp v Phng k thut Chuyn vin t vn 2

Lau dn vn phng, spa v chun b nc. -Am hiu sn phm v k thut -T vn, soi da cho khch hng v tham gia cng sale thc hin cc chng trnh qung co sn phm

8 K Thut Vin

-Thc hin cc qui trnh chm sc da.

360.000/thng 2.500.000 vnd/ thng + Ph cp cm tra 360.000/thng 3.000.000 vnd/ thng + 0.05% hoa hng/ qu sn phm hoc dch v lm vic vi khch hng + Ph cp cm tra 360.000/thng 2.000.000 vnd/ thng + 0.05% hoa hng/ qu sn phm hoc dch v lm vic vi khch hng + Ph cp cm tra 360.000/thng

Tng s nhn vin cng ty

30

Ngoi ra mi nm cng ty s phi hp vi nh sn xut mi cc chuyn gia trong v ngoi nc o to cc kha hun luyn min ph v k thut chm sc da cho nhn vin ca cc beauty salon, khch hng thn thit v cc i tng c xem l khch hng tim nng ca cng ty. Chi ph lng

Bng 2. Bng tnh lng

STT 1 2 3 4 5

Chc danh Gim c Ph Gim c & Trng phng k thut Trng phng Kinh doanh & Marketing Nhn vin kinh doanh Nhn vin marketing

S lng 1 1 1 5 1

Lng c bn 7,000,000 6,000,0 00 5,000,0 00 3,000,0 00 3,000,0 00

Hoa hng 2.00% 0

Ph cp 500,00

Thc lng 7,500,000

400,00 1.50% 0 400,00 1.50% 0 200,00 1.00% 0 200,00 1.00% 0 3,200,00049

6,400,000 5,400,000 16,000,000

3,000,0 6 7 8 9 10 12 13 15 16 17 18 Chuyn vin t vn K Thut vin K ton trng Nhn vin k ton Hnh chnh nhn s Nhn vin l tn Nhn Vin IT Nhn vin giao hng Bo v Kho Tp v Tng s lng 3 8 1 1 1 1 1 1 2 1 1 30 00 2,000,0 00 5,000,0 00 3,000,0 00 3,500,0 00 3,000,0 00 3,200,0 00 2,700,0 00 2,500,0 00 2,700,0 00 2,500,0 00 91,600,0 00 12.55% 00 0 0 0 0 1.00% 0 0.05% 0 0.05% 0

360,00 10,080,000 360,00 18,880,000 200,00 5,200,000 3,000,000 3,500,000 3,000,000 3,200,000 360,00 3,060,000 360,00 5,720,000 360,00 3,060,000 360,00 2,860,000 8,460,0 100,060,000

Module 10. Qun l ri ro trong kinh doanh 1. Rui ro v kinh t tai chinh a. T gi hi ai: t gi hi ai tng cao lm cho gi thnh sn phm tng cao lm gim sc cnh tranh do cc lai m phm dng kinh doanh c nhp t c v. Tnh hnh t gi hin nay bin ng rt phc tp, kh d an c S bin ng tht thng, phc tp ca t gi tc ng khng nh n vic mua nguyn, nhin liu u vo ca cng ty. S bin ng v tnh hnh ti chnh c tc ng rt ln n s la chn ca khch hng do sn phm ca cng ty l mt hng nhy vi gi. Nu tnh hnh ti chnh tt th s c nhiu khch hng chu b s tin ln i lm p nhng khi ti chnh kh khn tht kh h b ra s tin ln s dng sn phm ca chng ta. c bit nh trong cuc khng hong ti chnh din ra vo nm 2008 lm cho cc cng ty hat ng trong lnh vc ny gp rt nhiu kh khn. Nhu cu ca th trng l nhn t quyt nh kh nng tiu th hng ha ca cng ty, n cng quyt nh dng tin vo cng ty. Song, nhu cu ca th trng li ph thuc vo kh nng thanh ton. Khi lm pht, gi c hng ha trn th trng tng cao, thu nhp ca ngi lao ng v cc tng lp dn c khng tng hoc tng chm hn ch s lm pht v tt yu dn n gim cu. Quan trng hn na, c cu tiu dng cng thay i. Phn ln kh nng thanh ton tp trung cho nhng nhu cu thit yu. V vy, s c khng t mt hng lng tiu th s gim i ng k. Khi , ri ro v sc mua ca th trng xy ra. N th hin qua s lng khch hng gim b. D tr ngai t ca quc gia: trong thi gian va qua nc ta l nc nhp siu do lng d tr ngai t m c bit l dollar b thiu ht trm trng. iu ny nh hng rt ln n vic50

d tr ngai t thanh tan tin cho pha i tc. iu ny thng dn n ngn hng trung ng phi c bin php iu chnh cn cn thng mi v li mc cn bng m phng php hay dng nht l ph gi ng ni t y mnh xut khu nhng li gy tn hi n cc cng ty nhp khu hng ha trong c cng ty ca chng ta. Trn thc t, Vit Nam ni rng bin giao dch ca VN v USD ti mc (-5%, +5%) t hi thng Ba nm 2009. D an trong nm 2010 c th s c thm nhng t gim gi ng ni t do vic phng nga ri ro v t gi l rt quan trng. c. Phng thc thanh tan: do cng ty l nh nhp khu cc lai m phm t c do trong qu trnh thanh tan c th gp mt s ri ro nht nh. Do nhp khu theo iu kin Ex-works do cng ty c th gp ri ro v vic vn chuyn hng ha bt u ti a im chuyn giao ri ro. Ri n qu trnh lm th tc thng quan xut khu, vn chuyn hng ha v nc, ri n vic lm th tc thng quan nhp khu. Cng vi nhng ri ro trn l nhng ri ro trong thanh tan. Cc phng thc thanh tan hin nay trn th gii khng c phng thc thanh tan tuyt i an tan. Nu cng ty c th thng lng c phng thc thanh tan nh thu (gm c nh thu phiu trn hoc nh thu km chng t) th bn nh nhp khu c m bo an ton. Nhng vn l c c s ng ca ngi bn bn c. d. Ri ro v dng tin: cc lung tin vo cng ty (dng thu) v cc lung tin ra khi cng ty (dng chi) din ra mt cch thng xuyn lin tc. Trn thc t, ti nhng thi im nht nh c th xy ra, hin tng lng tin vo cng ty (s thu) nh hn lng tin ra khi cng ty (s chi) n hn. Khi , tnh trng mt cn i v dng tin xy ra. S mt cn i ny tim n mt ri ro ln i vi hot ng kinh doanh. Do thiu tin, vic mua nguyn liu phc v cho kinh doanh c th b dng li, dn n ngng kinh doanh; tin lng ca nhn vin v cc khon vay (nu c) khng c tr ng hn nh hng ln ti uy tn ca doanh nghip, v.v... phc v kinh doanh, cng ty phi s dng vn vay trong bn tnh c cu vn. Do , li sut tin vay - chi ph s dng vn - tr thnh b phn cu thnh quan trng trong chi ph sn xut kinh doanh v u t ca cng ty. Khi lp k hoch kinh doanh v d n u t, li sut tin vay c d tnh. Song, c rt nhiu nhn t nm ngoi tm kim sot ca doanh nghip tc ng n li sut tin vay. Thng thng khi lm pht xy ra, li sut tin vay tng t bin. Do , nhng tnh ton, d kin trong k hoch kinh doanh, u t b o ln. Mt ri ro ln xy ra v nh hng ln ti hot ng kinh doanh. Lng tin vay cng ln, tc ng tiu cc ca ri ro ny cng nghim trng v c th dn n tnh trng ph sn cng ty nu n tn ti trong mt thi k di. Do vy vic ln k hach phng nga ri ro l rt quan trng. Cn phi thc hin cc bin php sau y: Tn trng nguyn tc thn trng khi lp d n u t: Thn trng l vic xem xt, cn nhc, phn on cn thit lp cc c tnh trong u t. Nguyn tc thn trng i hi: + Phi lp cc khon d phng nhng khng qu