1. Gii thiu v d n 1.1 Gii thiu v doanh nghip Cng ty Wallpaper c
thnh lp vo 01/06/2010, c tr s t ti M nhT Lim- H Ni, vi hot ng chnh
l phn phi cc sn phm giy dn tng v cung cp dch v t vn thit k v thi
cng. L cng ty mi thnh lp vi i ng nhn lc cn kh tr, c o to c bi bn, y
lng nhit huyt v giu tnh sng to. Cng ty quyt nh la chn mt hng kinh
doanh l giy dn tng- mt hng cn kh mi vi th trng min bc Vit Nam v nht
l vi ngi tiu dng c nhn. Vi mong mun thi mt lung gi mi trong trang
tr nh ca, a n cho ngi tiu dng mt sn phm c nh gi l c nhiu tnh nng vt
tri hn cc vt liu hin ti, l vt liu ca tng lai cng ty hy vng s thu c
hiu qu , gt hi nhiu thnh cng. Tuy nhin cng phi ni n, cng ty mi thnh
lp, quy m cn khim tn. Mt khc mt hng ny cn kh mi, mun thnh cng phi
thay i thi quen tiu dng ca ngi dn. Thm na, ti Vit Nam hin ti cha c
mt n v no sn xut giy dn tng m tt c u phi nhp khu. Nhng iu ny t ra
cho cng ty khng t th thch v kh khn, i hi thnh cng trong kinh doanh
cng ty phi n lc rt nhiu. 1.2 Gii thiu v d n D n kinh doanh mt hng
giy dn tng l mt sn phm chuyn dng trong vic trang tr nh ca. Giy dn
tng c s dng rt ph bin M v mt s nc phng Ty .Trong nhiu ngi nh, h dn
giy hu ht cc phng v thay i mu m kh thng xuyn. Khi chuyn n mt ni mi,
vic u tin ca h l mua giy v t mang v nh dn. Ti mt s quc gia lng ging
trong khu vc ng Nam nh Singapore hay Brunei, giy dn tng cng rt c a
dng. khch sn Fullerton ti Singapore v Cung in Hong gia Brunei, giy
dn tng cn c dt vng. Vit Nam, giy dn tng xut hin chng hn 10 nm. Nhng
ni s dng loi vt liu ny ch yu l cc khch sn ln v gn y l lc c mt s
khch sn t nhn, nh dn. Ti TP.HCM, giy dn tng c s dng nhiu hn H Ni do
kh hu kh kh ro. Theo quan nim ca nhiu ngi, iu kin thi tit m s nh
hng n bn ca giy dn tng. Th nhng trn thc t, vic
1
x l b mt khng tt, tng b ngm... nh hng nhiu hn n tui th ca giy.
Do iu kin kh hu ti Vit Nam, t lu nay, chng ta thng ch quen vi nhng
bc tng qut vi, ri matit v phun sn mu ch rt t khi dng giy dn tng. Hn
na cha c mt cng ty no sn xut giy dn tng m sn phm c nhp khu t cc nc
khc nh: M, Thi Lan, Singapore, i Loan hay t chu u nn gi thnh tng i
cao .Theo nh gi ca cc cng ty xy dng, gi c kh cao v km thch ng vi
thi tit l nguyn nhn khin cc gia nh vn cha s dng giy dn tng nhiu.
Tuy nhin, khi i sng cng kh gi, nhu cu lm p nh ca tng cao th giy dn
tng cng c t sng. u im ln nht ca giy dn tng l d thay i, k thut khng
phc tp nn khch hng c th t lm c v nu c thi cng ng k thut , nh c my
iu ha giy dn tng c th bn t 6-7 nm, cn khng cng th 2-3 nm, ngang vi
sn nc. Giy dn tng- vt liu ca tng lai, vic kinh doanh sn phm ny v cc
dch v km theo chc chn s mang li hiu qu cao cho d n. Doanh nghip s c
t tr s chnh ti khu th M nh. Vn u t cho d n:
2
2. Phn tch d n 2.1. Th trng sn phm ca d n 2.1.1. Nghin cu, phn
tch th trng. D n kinh doanh giy dn tng nhm vo cc i tng khch hng
thnh ph H Ni, c bit cho cc khu chung c, khu th mi Nhu cu Cc cn h
chung c u c xy dng ging nhau theo mt li kin trc thng nht. Vi vic s
dng giy dn tng i km vi ni tht thit k tng thch th gia ch s to ra cho
cn h ca mnh nhng nt ring mang m phong cch c nhn ca mnh. Theo s liu
gn y, GDP ca th 2009 tng xp x 6, 7% so vi 2008 v a thu nhp bnh qun
u ngi t 32 triu ng. Trong nm 2010, H Ni k vng
3
mc tng GDP t 9-10% hoc cao hn, a thu nhp bnh qun u ngi vt 36
triu ng. V mt thnh ph trn 7 triu dn vi thu nhp bnh qun trn 70 triu
ng/ngi/nm l bc v v Th nm 2015 ti bo co k hoch pht trin kinh t - x
hi 2011 - 2015 ca S K hoch v u t H Ni. Vi thu nhp, mc sng ngy cng c
nng cao, nht l vi cc gia ch ca cc cn h chung c l nhng ngi c thu nhp
kh tr ln trong x hi th nhu cu ca h trong vic trang tr nh ca l rt
ln. Khng ch vi cc cn h chung c m vi c nhng gia ch ca cc loi nh khc
trong thnh ph, nhu cu lm mi, lm p nh ca l khng nh. H ty theo mc thu
nhp, kh nng chi tr khc nhau s la chn c cho mnh nhng sn phm thch hp
theo tng mc gi t thp n cao ca loi sn phm ny. Trn th trng thnh ph H
Ni xut hin cc nh cung cp giy dn tng ch yu tp trung cc ph Ct Linh,
Ng Vn S, Hng Mnhtuy nhin nu ta s thy khch hng ca h l nhng khch sn,
cc ca hng qun o, cc shop thi trangCn ngi tiu dng cc nhn cn cha s
dng do e ngi v gi c v iu kin thi tit. Mt iu kh quan trng l c khng t
ngi tiu dng c s nhm ln gia giy dn tng vi loi giy sinh vin dng gin
tng V vy, xy dng v pht trin th trng ca mnh, d n s tng cng cc hot ng
tip th: qung co, khuyt trng, giao tip tip xc su, rng vi ngi tiu dng
c nhn, to cho h ci nhn mi v giy dn tng thc y s pht trin ca nhu cu s
dng sn phm ca d n. Kh nng cung ng ca cc ngun hng Nh ni trn, ti Vit
Nam hin nay cha c mt n v no chuyn sn xut giy dn tng hay bt thi cng
nn ngun hng u phi nhp khu t cc nc khc nh M, Chu u , Nht, Thi Lan,
Hn Quc, i Loan Chng ta thy rng, danh mc sn phm hng ho ca cng ty
khng gi gn trong danh mc hng ca mt nh sn xut t mt quc gia duy nht,
m tho mn c khch hng mc tiu cng ty buc phi c danh mc hng ho a dang,
t nhiu nhiu quc gia. Tuy nhin vi mt cng ty mi thnh lp, quy m khng
ln nh Wallpaper thay v nhp khu trc tip th s la chn tt nht cho cng
ty trong thi im bt u thc hin d n l mua hng ca nhng nh cung ng trong
nc bi ngun lc ca cng ty hin nay, cn khim tn v ti chnh, v
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nhn lc v kinh nghim trong vic nhp khu trc tip t cc nh sn xut giy
dn tng. Nh cp n phn trn ca d n, dy gin tng vi th trng mc tiu ca cng
ty l mi nhng vi th trng min nam Vit Nam th tng i quen thuc. Vy nn
la chn c nh cung ng m bo tho mn c yu cu ca cng ty v s lng, cht lng,
thi hnl khng kh. Wallpaper khi thc hin d n ny s la chn cho mnh nh
cung ng chnh l nhng doanh nghip v ang kinh doanh cng mt hng th trng
min nam. Sau y l mt s nh cung ng cng ty d kin hp tc: + Cng ty TNHH
Sng Hng II, ni nhp khu chnh thc hu ht nhng sn phm giy dn tng ph bin
Vit Nam. + t Minh Wallpaper l nh cung cp v thi cng chuyn nghip cc
loi Vi dn tng - Giy dn tng cao cp ca M, Nht v Chu u vi kinh nghim
trn 20 nm. i Ph Gia Nh nhp khu & cung giy dn cp tng ti Vit nam.
Kh nng chim lnh th trng, d kin mc tng th phn Mc d mt hng ny cn kh
mi vi th trng min bc, tuy nhin H Ni cng c cc ca hng hot ng kinh
doanh n. Cng ty X, t c thnh cng s y mnh cc hot ng khuch trng, qung
co, giao tip vi khch hng nht l khch hng c nhn tc ng lm thay i thi
quen tiu dng ca h. Mc d ngun lc hin ti ca cng ty thc hin d n ny l
khng nhiu nn hn ch bao ph th trng ca cng ty. Nhng vi vic tng cng, y
mnh cc hot ng xc tin bn hng vo i tng tiu dng c nhn, cng ty s nhanh
chng l s la chn hng u cho tp khch hng ny. D kin th phn ca cng ty s
tng kh nhanh, theo Wallpaper s chim c 40 % th phn tiu dng c nhn. Kh
nng cnh tranh V y l mt hng kh mi nn trn th trng cha c cc i th cnh
tranh ln. Hu nh i th cnh tranh chnh ca cng ty l cc ca hng kinh
doanh, cc cng ty bn hng qua mng. Cc i th ny c li th l ngi i trc, to
lp
5
cho h mt v th nht nh trong tm tr khch hng v tch ly nhng kinh
nghim trong lnh vc kinh doanh ny. Tuy nhin cng thy rng, cc i th ca
cng ty hot ng co cm ti mt s khu vc ni thnh nh ph Ct Linh, Ng Vn S,
Hng Mnh , cha u t nhiu cho cng tc qung co, khuch trng bn hng nn bao
ph th trng rt thp. iu ny chnh l li th dnh cho Wallpaper khi tham
gia cnh tranh trn th trng giy dn tng bi khc vi h, Wallpaper khng
kinh doanh mt cch th ng, ngi ch khch hng tm n mnh m ch ng tip xc,
gi m nhu cu khch hng, lm thay i thi quan tiu dng ca ngi tiu dng
thng qua sn phm, dch v v cc chin lc, hot ng marketing ca mnh.
2.1.2. Xy dng phng n sn phm, dch v C cu sn phm :-
Giy dn tng : Tn mt hng Xut x i Loan i Loan i Loan i Loan Hn Quc
c c c c c
OLEUM BESTOP FLOWER CHIC FANTASY VOGUE SHINHAN TANG ART ELEGANT
VICTORIA SANTORY ALL BLACK HARMONY EDEN THEME SONG Bt thi cng6
Bt chuyn dng thi cng giy dn tng K hiu: Wallpaper Adhesive n gi:
40.000 VN /hp (mua s lng nhiu c gim gi) Trng lng: 175g /hp Xut x: i
Loan Vi cc c im ni bt: - D thi cng - Cht lng tt - Tit kim chi ph rt
nhiu so vi cc loi keo dn tng khc C th nh sau: Loi giy ng dng Dng ln
trn tng Giy mng Giy thng Giy dy Vi gin tng
Lng bt 175g 175g 175g 175g 175g
Lng nc 8 lt 8 lt 6 lt 5 lt 3 lt
Thi cng m2 40-45 40-45 30-45 20-28 15-18
Dng c thi cng
Dch v - Hng dn s dng v thi cng Giy dn tng, tuy vic s dng n khng
c g phc tp tuy nhin do c im mi l ca n nn rt cn c s t vn, hng dn s
dng cho khch hng. - Giao hng: Cng ty c xe chuyn dng vn chuyn hng ti
nh nu khch hng c nhu cu. - Dch v thi cng D n cng s cung cp cho khch
hng c nhu cu dch v thi cng ti gia. Sau khi khch hng la chn loi sn
phm giy, keo dn v cc yu cu khc v thi cng, s c nhn vin tin hnh thi
cng ti nh. - T vn thit k : v t vn thit k gm c hai mc :7
+ T vn min ph: khch hng khi n mua hng s c cc nhn vin c kinh
nghim trong kin trc, trang tr nh cat vn min ph. + Nu khch hng c nhu
cu cao hn nh: thit k li nh, phng, phi kt hp giy vi ni thtth dch v s
cung cp dch v t vn thit k c thc hin bi cc kin trc s. i tng phc v ca
d n -
Ngi tiu dng c nhn Ca hng kinh doanh Cc t chc, n v c nhu cu
V tr ca sn phm v dch v trong chu k sng Giy dn tng- vt liu cho
tng lai, sn phm ny s l s la chn tt nht thay th cc sn phm hin c bi n
mang trong mnh nhiu tnh nng vt tri c v cng ngh ln m thut. Trn th
gii, giy dn tng hin nay khng cn n thun l vt liu trang tr m n cn
mang cc tnh nng khc nh chn sng wifi, pht sngTi Vit Nam, nht l ti th
trng min bc giy dn tng s m ra cho ngi tiu dng c hi thit k cho mnh
ngi nh mang phong cch ring m khng tn nhiu thi gian, tin ca v cng
sc. Vi nhiu ci tin trong sn xut v thi cng, giy dn tng ngy cng thch
nghi tt hn vi iu kin kh hu nng m. Ngoi ra, s lng mu m ca giy dn tng
l v cng phong ph v ngy cng a dng p ng mi yu cu d l ca khch hng kh
tnh nht. 2.2. Chin lc Marketing 2.2.1. on th trng on th trng ch yu
m d n nhm n cung cp cc sn phm v dch v l th trng thnh ph H Ni. Vit
Nam, giy dn tng xut hin chng hn 10 nm. Nhng ni s dng loi vt liu ny
ch yu l cc khch sn ln v gn y l lc c mt s khch sn t nhn, nh dn. Ti
TP HCM, giy dn tng c s dng nhiu hn H Ni do kh hu kh kh ro. Theo
quan nim ca nhiu ngi, nht l ngi tiu dng c nhn vn cha s dng nhiu giy
dn tng v gi c cn kh cao v tm l e ngi chuyn thi tit iu kin thi tit m
s nh hng n bn ca giy dn tng. Th nhng trn thc t, vic x l b mt khng
tt, tng b ngm... nh hng nhiu hn n tui th ca giy.8
-
Tuy nhin trong tng lai, mt hng ny chc chn s c nhiu "t sng" khi
nhn thc ca ngi tiu dng thay i v nhu cu lm p cho nh ca cng tng ln.
Ngoi ra d n cn nhm ti i tng l cc h gia nh c nh ring, c mong mun
trang tr, lm mi ngi nh ca mnh. Tu vo s thch, m quan ca tng i tng h
s la chn cho mnh nhng loi giy dn tng khc nhau. 2.2.2. Cc thuc tnh c
bn ca hng ha v dch v s c d n khuych trng Sn phm : + B mt ph
clemastic.Chng thm, chng ru mc. + + + + + + Kh nng chu kim, axit D
dng c ra b mt bng x phng, nc, khn t. bm dnh tt. Khng phai mu bc
mu.Chng try xc. Tuyt i an ton vi mi trng, khng cha ch, thy ngn. c
bit thch nghi vi mi trng m t, kh hu thay i thng
xuyn. + Tit kim nguyn liu.+
Phong ph a dng, ng b mu m. Thi cng nhanh sch gn. Khi mun thay i,
c th bc lp giy c ra, dn giy mi, c th dn
+ +
lp giy mi chng ln lp giy c, c th sn ln b mt giy. - Dch v thi cng
ti gia cho khch hng, nhanh chng, m bo cht lng, gi c hp l. - Dch v t
vn bi nhng ngi c kin thc v kinh nghim. 2.2.3. a im kinh doanh Cng
ty s thu ca hng ti khu th M nh. Thun li: Do khu th M nh l ni quy t
ca nhiu dn c, nhiu nh chung c cao tng, khu bit th cao cp. Khc vi
nhng nm trc, ngi dn ai cng mun c mt cn nh ring l vi suy ngh nh ca
mnh, t ca mnh, thch xy sa, trang tr nh th no ty , t doth trong nhng
nm gn y, chung c l s la chn ca nhiu ngi, khng ch vi nhng ngi tr
tui,
9
nhng ngi cha c nh m c vi nhng ngi trung nin, h cng mun chn cho
mnh mt ngi nh chung c no sinh sng. M theo nghin cu cho thy giy dn
tng thng nhm vo cc i tng khch hng thnh ph H Ni, c bit cho cc khu
chung c, khu th mi bi cc khu chung c u c xy dng ging nhau theo mt
li kin trc thng nht. Vi vic s dng giy dn tng i km vi ni tht thit k
tng thch th gia ch s to ra cho cn h ca mnh nhng nt ring mang m
phong cch c nhn ca mnh. Chnh v th m cng ty s thu a im kinh doanh ti
khu Th M nh Kh khn: H Ni l trung tm kinh t, chnh tr ca c nc. Ni y c
rt nhiu chung c, khu th. Mt khc theo nh nhn nh ca nhiu chuyn gia:
th trng giy dn tng l th trng rt mi m nhng y tim nng. Hin ti trn th
trng H Ni c mt s nh phn phi nhng cha nh phn phi no nm quyn kim sot,
chi phi th trng. D n trin khai bc u nn ch tp trung mt khu vc th
trng nht nh, do vy s b ng nhng khu vc th trng cn li. y l a im nm
pha ty ca H Ni, kh xa khu trung tm v th trng cc khu vc khc nn cng
kh khn trong vic pht trin rng ri sn phm ti ton th trng thnh ph H
Ni. 2.3. Phn phi: Wallpaper bn hng thng qua hai con ng chnh: th nht
l bn theo con ng truyn thng thng v cch th hai l qua Website. i tng
khch hng ch yu l ngi tiu dng ti H Ni nhng cng ty khng dng , cng ty
s tm i tc lm i l phn phi sn phm dng bn bun ti khch hng ti cc tnh
thnh ln cn khc cng ang kh pht trin v c nhu cu v sn phm ny nh Bc
ninh, Hng yn, Vnh yn, Hi Phng Ngoi ra, ty vo tnh hnh pht trin ca qu
trnh kinh doanh c th cng ty s m thm i l, ca hng ti khu vc ni thnh H
Ni v pha Nam H ni thun tin cho vic tip cn tt hn n cc khch hng tim
nng ti khu vc ny. Cng ty cng s kt hp vi mt s cng ty t vn thit k vn
phng, nh ,cc cng ty v kin trc, xy dng thc hin vic phn phi sn phn
rng ri hn ti cc i tng khch hng. S trch % hoa hng i vi cc ca hng,
cng ty khc bn sn phm ca cng ty.
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Bn cnh khch hng c th lin h t hng ti ca hng hoc trn website ca
cng ty. Vi vic s dng thng mi in t h tr s to ra s thun tin cho khch
hng v vic x l thng tin ca doanh nghip cng d dng v nhanh chng hn.
Tuy nhin thc s p ng c nhu cu c khch hng, Wallpaper s phi ch n vic
vn chuyn ca hng ho theo n t hng ca khch hng, khng ch ch ti dng vn
chuyn ca thng tin m c dng vt cht. 2.2.4. Dch v khch hng Dch v t vn
: Do dch v s dng giy dn tng Vit Nam cha ph bin, cha c ngi dn a
chung, nn h cha am hiu ht v nhng c tnh, nhng cng dng hay cch s dng
ca giy dn tng. Chnh v th, cng ty lun c nhng i ng chuyn vin t vn,
chuyn t vn min ph cho khch hng gii p nhng thc mc ca khch hng trong
khi s dng hay sau khi s dng. - Dch v giao hng: Vi phng chm Khch hng
l thng cng ty lun phc v khch hng tn tm v tn tnh. Cng ty c nhng chng
trnh giao hng c th cho khch hng. Cng ty s min ph giao hng n tn ni s
dng i vi cc n hng c gi tr >= 15 triu ng, hoc i vi cc n hng trong
phm vi giao hng c bn knh < 10 km. cn i vi nhng n hng khc nu khch
hng c nhu cu giao hng th cng ty vn s p ng nhu cu ca khch hng mt cch
tt nht. - Dch v thi cng : Giy dn tng l mt sn phm nhy cm, n mang tnh
thm m nhiu, m ngi dn Vit Nam li cha c nhu cu s dng cao, cha hiu bit
v n, cha hiu v cch s dng, cch thi cng, lm th no ph hp vi nt p ca n.
Chnh v th, sau khi mua sn phm, cng ty s c nhng hng dn v vn thi cng,
cn nu khch hng yu cu thi cng ti gia, th cng ty lun sn sng p ng nhu
cu bi cng ty lun c i ng thi cng lnh ngh, c kinh nghim lu nm vi mc
ch lm hi lng nhu cu khch hng. 2.2.5. Chnh sch gi c, khung gi v mc
gi-
Bng bo gi giy dn tng I. Dng sn phm thng thng: OLEUM 0.53m x 10m
BESTOP 0.53m x 10m FLOWER CHIC 0.53m x 10m11
42,000 42,000 47,500
222,600 222,600 251,750
FANTASY 0.53m x 10m 47,500 251,750 II. Dng sn phm cao cp ca Chu
u: VOGUE 0.53m x 10m 58,000 307,400 SHINHAN 0.53m x 10m 108,000
572,000 TANG ART 0.53m x 10m 120,000 636,000 ELEGANT 0.53m x 10m
90,000 477,000 VICTORIA 0.53m x 10m 120,000 636,000 SANTORY 0.53m x
10m 90,000 477,000 ALL BLACK 0.53m x 10m 90,000 477,000 HARMONY
0.53m x 10m 90,000 477,000 EDEN 0.7m x 8.5m 120,000 714,000 THEME
SONG 0.53m x 10m 15 USD 79.5 USD HOTEL 0.88m x 50m 150,000
6,600,000 Ty theo s lng t hng ca khch hng cng ty s a ra cc mc chit
khu thch hp. Dch v thi cng Thc hin thi cng theo hp ng thu thi cng
vi gi 20.000 / m2. + i vi nhng hp ng c gi tr thi cng > 6 triu
(tng ng 300 2 m ), chit khu 5%. + i vi nhng hp ng thi cng c gi tr
> 15 triu (tng ng 800 m2), chit khu 10 %. + Ngoi ra, i vi nhng
hp ng mua sn phm ca cng ty, th hp ng thi cng s c gi 18.000 / m2. Ch
bo hnh thi cng : Bo hnh 1 nm Ngoi ra c th bo hnh thm 1 nm cho khch
hng ng ph bo hnh sau khi kt thc hp ng thi cng vi chi ph 1 triu ng /
500 m2. 2.2.6. Qung co , gii thiu Giy dn tng l mt sn phm tng i mi m
trong khu vc th trng min bc, tuy l cn tng i mi m nhng do cng ty mi
thnh lp, hn ch v mc vn u t ban u nn hin ti, cng ty ch ch n i tng
khch hng mc tiu chnh l ngi tiu dng c nhn. Nn cng ty ch ti vic qung
co trn internet, trn bo ch hay bi cc dch v tip th khch hng.
2.2.6.1.1. Qung co qua bo ch Vi khch hng mc tiu chnh ca doanh nghip
l nhng ngi tiu dng c nhn nn hnh thc qung co trn cc bo ch l phng tin
hu ch v c kh quan. Do nhng cun bo vi kch c ch bng kh giy A4 nn ngi
dn c th12
mang theo bn ngi v c th c chng, c th cp nht rt nhiu thng tin bt
c lc no v bt c u. Cn c vo thi quen ca nhiu ngi khi c bo l h lt rt
nhanh v ch c nhng thng tin tht ni bt. Nhiu nghin cu cho thy, 80% s
ngi khi c bo s khng c nhng thng tin chi tit. Do vy, mun qung co c c
hiu qu cao, cn ch lm ni bt tiu bao gm tn sn phm ca cng ty, ni sn
xut v mc ch s dng chnh. Cng ty s mua a im t qung co ti mc qung co
ca cc bo, tp ch nh bo tiu dng, bo tip th gia nh. Nh th s thu ht c s
ch ca cc ch em ph n, nhng ngi c vai tr quan trng trong vic trang tr
nh ca. V cng ty s d nh ng qung co 3 ln trong mt tun vo cc ngy th 3,
th 7 v ch nht bi nhng ngy ny th ngi tiu dng s c nhiu thi gian nghin
cu k tng mc trong v s thu ht c nhiu c gi gh thm cng ty hn. Mt khc
nhng t bo hng ngy v hng tun u c cc chuyn mc c bit (ngy l, ni tht,
cnh quan). Cng ty s c k hoch ng mu qung co vo cc chuyn mc c bit thu
ht khch hng quan tm ti cng ty. Chi ph cho hot ng qung co trn bo ch
Chi ph thu nhn vin thit k mu qung co l 2 triu ng/ 1 ln thit k, v
trong 1 nm kinh doanh cng ty d nh thay i 3 ln mu qung co. - Chi ph
cho vic mua a im qung co ti mc qung co ca cun tp ch l + Vi bo tiu
dng th chi ph l 1 .5 triu/ nm + Chi ph cho 1 ln qung co l 100.000 /
ln (3 ln/ 1 tun v trong vng 1 nm ) + Chi ph cho vic thay i khi c
chuyn mc c it :150.000/ 1 ln ( c tnh c khong 24 ln thay i / nm)
2.2.6.2. Marketing trc tip Cng ty s s dng cc cng c MKT trc tip: MKT
qua th( th,e-mail) MKT qua cataloge (Catalogue in t) Tip th t xa
(qua in thoi) Tip th tn nh Qung co c hi p.
13
Bn hng trc tip tin hnh hot ng cng ty cn-
Xy dng c s d liu khch hng: + Thng tin c nhn: h, tn, tui, gii
tnh, tnh trng hn nhn, ngh nghip, chc v trong cng ty + Thng tin a
ch: s nh, tn ng, qun, thnh ph, a ch cng ty, s in thoi, s fax, a ch
mail + Thng tin ti chnh: mc thu nhp, kh nng thanh ton, s ti khon,
uy tn trong cng vic tr tin, s ln t hng v s ln tr tin mua hng + Thng
tin hot ng: thi quen mua sm, nhng ln tip xc, cc trng hp khiu ni c x
l nh th no Xy dng i ng cng tc vin. Vi ngun nhn lc cn hn ch, vic trc
tip thc hin cc hot ng marketing trc tip l khng th v cng khng cn
thit khi m cng ty c th s dng cc cng ty chuyn cung cp cc dch v lin
quan v s dng i ng cng tc vin- l nhng ngi m trch nhim v tip th tn
nh. H s c tr mt khon hoa hng da trn hiu qu cng vic ca h - Hp tc vi
cc cng ty chuyn cung cp cc dch v xy dng website v marketing trc
tuyn. to iu kin cho vic pht trin kinh doanh trong tng lai, cng ty s
u t mua tn min, hosting v thu thit k mt website gii thiu v cng ty,
sn phm v dch v m cng ty cung cp. D kin website s mang tn min
www.giaydantuong.vn. ng thi chun b cho vic thc hin nghip v bn sn
phm trc tuyn v dch v t vn trc tuyn ca cng ty. Ngoi ra k hoch qung
co trc tuyn cn thc hin vic thit k cc Baner, hnh nh qung co t ti mt
s website ca cc doanh nghip khc v lnh vc sn phm tiu dng, kin trc v
cc website rao vt. C th s tha thun thu im t cc baner, hnh nh qung
co v lin kt ti cc website nh : www.kientrucviet.com.vn
,www.nhadep-magazine.com.vn , www.kientrucvang.com ,
www.quangcaosanpham.com, www.quangcaotructuyen.org,
www.quangcao.tuoitre.com.vn...Khi ngi s dng Internet nhy vo cc
baner, hnh nh qung co th s thc hin vic lin kt n website ch qun ca
cng ty. V thc hin rao vt qung co ti mt s website
14
-
rao vt do nhn vin ca cng ty thc hin nh: www.vatgia.com ,
www.rongbay.vnCc ni dung rao vt ny s gii thiu qua v cc loi sn phm
giy dn tng v a ch website ca cng ty khch hng d dng tham kho, tra
cu. Cng ty la chn i tc cung cp dch v ny cho mnh l VN- SEO (VietNam
Search Engine Optimization). Tham gia cc hi ch trin lm nh: + Hi ch
dng gia nh v qu tng - Trung tm vn ho ngh thut Vit Nam, s 2 Hoa L,
Hai B Trng, H Ni. + Hi ch quc t nh - vt liu & trang thit b ni
ngoi tht Vit Nam Vietnam Home Living Trung tm hi ch trin lm Vit
Nam. + Trin lm quc t Xy dng - Vt liu xy dng - Bt ng sn v trang tr
ni ngoi tht - Vietbuid Hanoi- Trung tm hi ch trin lm Vit Nam. +
Trin lm quc t chuyn ngnh xy dng - vt liu xy dng v ni tht Trung tm
hi ch trin lm Vit Nam 148 Ging V, H Ni. + Trin lm quc t ln th ba v
cng ngh, trang thit b, dch v, cung ng cho khch sn nh hng- Trung tm
hi ngh quc gia, M nh, T Lim, HN. + 2.3. Cng ngh v k thut ca d n Giy
dn tng c xem l vt liu ca tng lai, khng nhng l s la chn hng u cho
vic trang tr nh ca m n cn rt thn thin vi mi trng. Giy dn tng, vic s
dng chng khng gy nhim ha cht , khi gp la khng bng chy thnh ngn la m
mn ra thnh tro nn rt an ton. Nhng sn phm ca d n khng ch a dng v
chng loi, nhiu s la chn v gi c m cht lng cng phi m bo, nht l ph hp
vi iu kin kh hu Vit Nam. D n la chn kinh doanh c giy giy v vi. Tuy
nhin, nhng sn phm khng m bo nh m s sn phm c ngun gc t Trung Quc, mc
d kh bt mt v c gi thnh thp (12.000 ng - 15.000 ng/ m2, kh 53 cm)
nhng b mt khng ph plastic nn rt d bong trc, d bn, m mcs khng c kinh
doanh trong d n. Kho hng v iu kin bo qun
15
Wallpaper thu nh kho d tr hng bn. Do dy gin tng l vt liu kh c
bit, vi kh hu ca Vit Nam rt d gy mc hng nn i hi iu kin bo qun phi
tt. C th i vi nh kho phi tho mn c nhng yu cu: - m bo kh ro, thng
thong, c my ht m v iu ho hai chiu. - m bo an ton v chy n, h thng in
an ton. - gi c nguyn trng khng lm nhn, bn giy dn tng cn cc k hng
hng. Hng ho s c phn loi v ln cc k . - Hng ho c gi nguyn v nilon khi
a vo kho. Trn cc bao nilon c cc m vch nh giy sn phm trnh phi c xt
nhiu v d dng cho vic sp xp, tm kim v qun l. Yu cu ca sn phm + Thi
cng ch vi keo c chng ca sn phm bao gm: keo sa v keo bt. + B mt tng
vch thi cng phi nhn mn, khng b b, chc v. + Khi tng trong c m qu cao
phi x l bng k thut trc khi thi cng (Kho st trc, tu theo mc tng cng
trnh). + X l tng, vch sch s, tiu chun mi thi cng giy. + Thi cng hng
mc giy dn tng sau khi hon tt phn ni tht trong nh ( ni tht, in nc,
trn v sn). + Khng c pht keo ri kh qu quy nh. + Lau ra b mt giy tht
sch s sau khi thi cng. + Thi cng 5 ting/ 100 m2 v bo hnh: 1 nm. Cch
thc thi cng Khi tin hnh dn, ngoi cc loi giy, nhng nguyn liu cn thit
l keo dn loi tt, bng dnh trong, bng dnh mu, bt mu, inh gim .Ty theo
c im c th ca iu kin thi cng m la chn cc sn phm thch hp.V d nh: - Vi
tng mi trt thch cao, tt nht l s dng loi giy c sn h (giy decan, giy
keo). Loi giy ny c th khc phc c trng thi xp ca tng, khi bc ra thay
giy khc khng nh hng n trn bng ca tng. - Loi tng dn giy bi th cn bc
b ton b lp giy c sau ra sch cc vt keo h dnh li. - Loi tng b matit v
phun sn, cn thn trng khi s dng keo dn, trnh li vt dn khi bc giy, tt
nht l s dng giy decan, giy qut sn h
16
Do iu kin kh hu Vit Nam l nng m nn khi s dng, b mt tng nn c x l
tt, b phng, sn mt lp lt bng nhng loi sn chng nm mc. Sau , s dng keo
chuyn dng qut trc tip ln giy v mit ln tng. thi cng hiu qu tin hnh
theo ng quy trnh v m bo ng cc yu cu, tiu chun thi cng. 2.4. Ti chnh
ca d n D n c tnh trong vng 4 nm vi cc ch tiu ti chnh c xc nh nh
sau: - vn u t ban u ca d n
khu hao ti sn c nh theo phng php t l gim dn c iu chnh vi: n=3
=> H=1,5 ta c: Tc= H/n = 1,5/3 = 0,5 = 50%-
17
Tng mc u t ca d n:
Xc nh kh nng huy ng vn
18
Doanh nghip tin hnh vay ngn hng trong vng 4 nm, tr li hng nm, tr
n gc vo cui nm th 4. Li sut 10%/nm, tng mc vn vay l 1 t ng. Bn d
ton chi ph sn xut kinh doanh ca doanh nghip
19
Bn d ton doanh thu ca doanh nghip
T y ta c th tnh c l li ca doanh nghip
20
Bn d ton l li
Mt s ch tiu ti chnh ca d n. - NPV= 1398,74 - Thi gian hon vn: T=
2.67 nm - T l sinh li: TSLN ~ 0.42 - T l li ch/chi ph: B/C = 1.276
T nhng kt qu trn ta c th khng nh c tnh hiu qu ca d n. 2.5. Hiu qu
kinh t-x hi ca d n Trong iu kin pht trin nn kinh t thi trng c s qun
l v m ca nh nc.Mi hot ng kinh doanh u c xen xt trn cc gc : ngi u t,
doanh nghip v ton b nn kinh t Trn gc ngi u t v doanh nghip , mc ch
c bn thay i l li nhun. Nhng trn gc ton b nn kinh t x hi thi cn phi
xem xt ti nhng li ch kinh t x hi do thc hin d n em li. y l yu t ht
sc quan trng trong vic la chn d n c c thc hin hay khng. Mt s li ch
kinh t x hi c th nhc ti khi cng ty thc hin d n kinh doanh giy dn
tng: Gia tng thu nhp quc dn. Thc hin d n s to ra gi tr gia tng cho
kinh t x hi. Biu hin qua dng ch tiu gi tr gia tng thun gm c 2 b phn
chnh: Tin lng tr cho ngi lao ng
21
Nm chi ph bn hng lng+thng 500
1 700 1600 1100
2 750 1700
3 750 1700
4
Ga tr thng d cho x hi: l kh nng sinh li ca d n gm: cc loi thu,
li vay, li nhun Nm THU TNDN
1 212.25
2 764
3 771.75
4 809.25
T l gia tng vn u t
Vic nh gi c c s thnh cng ca d n kinh doanh giy dn tng s khin cho
doanh nghip a ra mc t l gia tng vn u t sao cho hp l. Li nhun hng nm
doanh nghip s trch ra u t cho m rng sn xut kinh doanh l 20%. Vic
gia tng vn u t c ngha l vic m rng quy m ca cng ty s gip cng ty lm
vic c hiu qu hn. Do n cng ng gp mt phn khng nh i vi kinh t x hi
thng qua vic gii quyt mt s vic lm cho ngi lao ng, gim bt nhng t nn
x hi, lm cho kinh t Vit Nam ngy cng a dng ngnh ngh v ng gp vo ngn
sch nh nc. D n dng gp vo vic gia tng ngn sch Thng qua cc khon np
ngha v theo lut nh. D n kinh doanh giy dn tng s ng gp ngn sch nh nc
thng qua cc khon thu gi tr gia tng thu thu nhp doanh nghip c nhn
cng vi cc khon l ph hin hnh khc. Theo nh hoch nh c khon ng gp: Nm 1
2 3 4 THU TNDN 212.25 764 771.75 809.25
nh hng ca d n kinh doanh ti mi trng22
- Giy dn tng khng nhng l mt s la chn mi m cho vic trang tr nh ca
m n cn rt than thin vi mi trng. - Vic s dng chng khng gy nhim ho
cht, khi gp la khng bng chy thnh ngn la m mn ra thnh cho nn rt an
ton. - Tuyt i an ton vi mi trng , khng c hi, khng gy b bn than thin
vi ngi s dng, khng cha ch, thu ngn. - Kh nng chu kim v axt. - D dng
c ra bng xa phng, nc, khn t, cht ty - Thi cng nhanh gn, sch s, tit
kim c thi gian hn so vi sn.. Gp phn p ng nhu cu ca nhn dn - em li
mt s la chn mi trong vic trang tr nh ca, tha mn nhu cu lm p, lm mi
v th hin phong cch cho ngi nh ca ngi tiu dng. - a li cho ngi tiu
dng nhng tin ch mi, vt tri hn so vi sn nh: thn thin vi mi trng sng,
gi thnh tng dng nhng bn cao, nhiu la chn, cch thc thi cng nhanh
chng, d dng 2.6. T chc v qun l d n
T chc d n: Cc cng vic - Huy ng vn u t - Thu a im kinh doanh( vn
phng, ca hng), thu kho - ng k kinh doanh. - B tr ni tht vn phng, ca
hng v nh kho,mua t - B tr nhn s, thu nhn vin,hun luyn nhn vin thi
cng v bn hng - K kt hp ng vi nh cung cp, nhp hng v - B tr trng by
sn phm ca hng - T chc thc hin cc hot ng Marketing + Thu cng ty thit
k Web v thc hin cc hot ng marketing trc tuyn + Qung co trn cc phng
tin truyn thng + Xy dng i ng cng tc vin. + - T chc hot ng bn
hng
Tn cng vic
M s cng Thi
gian
thc Trnh t thc hin
23
vic Thu a im A ng k kinh doanh B Huy ng vn C Mua sm trang thit b
D Tuyn dng lao ng E Tm v k kt hp F ng vi nh cung ng Thc hin cc hot
G ng Marketing T chc bn hng H Biu Pert
hin (tun) 1 3 3 1 3 3 2 2
Lm ngay Sau A Sau B Sau C Sau C Sau C Sau E, F Sau D,G
A(1)1 2
B(3)3
C(3)4
D(1) E(3) F(3)
5
G(2)8
9
6 7
H(2)
1 0
B my qun tr B my qun l + Mt Gim c: + Hai ph gim c: + Mt trng nhm
bn hng: + Mt k ton trng: Nhn lc ca d n: - Nhn vin chnh thc + Mt k s
thit k + Nm nhn vin bn hng + Bn nhn vin thi cng + Hai nhn vin kho +
Mt bo v. - Khng chnh thc + i ng cng tc vin24
+ Lao ng ph thng thu thi cng.
M hnh t chc: T chc theo chc nng .Gim c
Ph gim c k thut
Ph gim c bn hng
K ton trng
K s thit k
Trng nhm bn hng
Nhn vin thi cng
Nhn vin bn hng
Nhn vin thi cng
Nhn vin bn hng
2.6.
Kt lun
-
-
Khng nh s cn thit, tnh hiu qu, tnh kh thi v tnh hp l ca d n Tnh
kh thi: Qua phn tch d n, ta thy d n c th mang li nhng li ch cho x
hi nh mang li vic lm cho ngi lao ng, tng thu ngn sch nh nc, khng c
hi vi mi trng v th c th khng nh c tnh kh thi ca d n Tnh hiu qu: D n
mang li li nhun cho doanh nghip, qua nhng ch tiu phn tch ti chnh,
vi vic trin khai d n, doanh nghip c th pht trin v thu c nhng li ch
tng i ln. V vy, d n ny l c hiu qu. Chng ta c th tm lc nhng li th
cng nh kh khn, c hi v c thch thc ca Wallpaper thng qua bng phn tch
SWOT nh sau:
im mnh 1. Cht lng ca sn phm, dch v 2. La chn on th trng
tim25
im yu 1. Thiu kinh nghim. 2. Hn ch v ngun lc.
nng. 3. a im kinh doanh thun li. 4. Hot ng marketing. 5. Nhn lc:
nhit tnh, nng ng, sng to.
C hi 1. Nhu cu ngy cng cao ca ngi tiu dng. 2. on th trng t b cnh
tranh.
Thch thc 1. Thi quen tiu dng lu nm ca ngi tiu dng. 2. S tham
gia, y mnh cnh tranh ca cc i th vo on th trng tim nng
Nhng kin ngh
26
