I4 :B Y TTRNG I HC Dc H NI-----------o so C GSOS-----------NGUYN TH THY DUNGPHN TCH, NH GI QU TRNH QUN TR KINH DOANH CA CNG TY C PHN Dc PHM H TYGIAI ON 2000-2004(KHA LUN TT NGHIP DliC s KHA 2000-2005).-A\ v LC ^ f^,Ngi hng dn:PGS.TS Nguyn Th Thi HngNi thc hin:B mn Qun l v kinh t DcCng ty C phn Dc phm H Ty Thi gian thc hin:T thng 2/2005 n thng 5/2005H NI, THNG 5-2005J ejft 9LQlhctcLLft Luttte.hMtthhnh^eht^ pJkfLli^Ay:tLnjg.kt trn.^ l n. hie nAu AeIll eitt t ein thnh li:iL^ Qlun. ki ^hi'Tan,^&t nhintmn. QjuAL l A3Cnht ' ^z.^ i heH ) ^'7CL Qli & kjCnj.ln.tn.nh^nhivg.gfL ix hu ei. nlin. eh dn Idtsa ht giL trl.cii ht eli nthnhcjnt ncue, ih. e^ea eit1%Immn. Qt l LDQnlv ten)t^ee,ettmpn,tmntmtn.Khi nim qun trCnhiucch hiu khcnhau vquntr nhngnhnchungcthhiu: Qun tr l s tc ng ca ch th qun tr n i tng qun t nhm t mc tiu nht nh trong nhng iu kin bin ng ca mi trng.Nh vy:*Quntrlmtqutrnh,trongcs thamgiaca ch thquntr v i tng qun tr.*Chthquntrltcnhntoracctcngquntrvitng qun tr phi tip nhn cc tc ng ca ch th qun tr to ra.*Qun tr gn cht vi thng tin, mi trng.>Khi nim qun tr kinh doanhQun tr kinh doanh l mt phng thciu hnh mi hot ng lm cho nhnghotnghonthnh vihiusutcaovs dngmt cch tt nhtmitimnngvchinhmtcchcadoanhnghiptheo ng lut nh v thng l x hi.Quntrkinhdoanhlmtphngthciuhnhbaogmnhnghot ngc bnhaynhngchcnngmnhquntrcthsdngnh:hoch nh, t chc, lnh o, kim tra...1.1.2 c im ca qun tr[8]S tc ng ca qun tr i hi phi thng xuyn lin tc.i tngch yu ca qun tr l tp th con ngi,v nu xt n cng, l con ngi.Quntrlunihimctiuvchrakhngchphithchin,m cnphi t hiu qu kinh t ti u.1.1.3. Tnh cht qun tr [8]:Quntrlmthotngvamangtnhkhoahcvamangtnhnghthut.* Qun tr l mt khoa hcTnh khoa hc ca qun tr c th hin cc i hi sau y:-Quntrphidatrnshiubitsuscccquylutkhchquan chung v ring, t nhin, k thut v x hi.- Qun tr phi da trn cc nguyn tc qun tr.-Quntrcnsdngcckthutquntrnh:kthutquntrtheo mctiu,kthutlpk hoch,kthutphttrintchc,kthutlpngn qu, hch ton gi thnh, k thut kim tra theo mng li, kim tra ti chnh...*Qun tr l mt ngh thutNghthutquntrlnhngbquyt,nhngmovbitlmth no t mc tiu mong mun vi hiu qu cao.Ngh thut qun trc thc th hin trongmts lnh vc nh:ngh thutsdngngi,nghthutcnhtranhtrongsnxut-kinhdoanh,ngh thut giao tip, ph bnh, ngh thut gio dc con ngi...1.1.4Cc k nng ca nh qun tr, nh qun tr Dc[8]tcmctiu,nhquntrcnphithchinttccchcnng qun tr v vai tr ca mnh.iu i hi cc nh qun tr cn phi c nhng k nng nht nh,Cc k nng ny bao gm:>K nngt duy:Nhquntrcnctduychinlcttracc chinlc,nglichnhschngv iphlinh hot vibt trc,eda n s tn ti, pht trin ca t chc. Nh qun tr phi c t duy h thng, quan imtnghfp,bitphntchmilinhbinchnggiaccvn,ccb phn, xc nh ng nhng vn mu cht quyt nh s thnh bi ca t chc.>Knngnhns:Lkhnngbitlmvic,tchc,ngvin,iu khin con ngi v tp th nhm khai thc ti a sc lc v tr tu ca cc thnh vin trong v ngoi t chc nhm t mc tiu ca t chc.>K nng chuynmn nghip v: Nh qun tr cn cn c nhng k nng chuynmnnghip v.Nhngknngnythngchnhthnht hctp rn luyn m c v ngy cng c pht trin ln.V d:thit k, k thut,son tho hfp ng kinh t, lp trnh...Cc k nng ca nh qun tri Dc;NH QUN TR Dc CP CAOK nng t duv K nng giao tip K nng chuvn mn-Ctduychinlc:ckhnng phntchvphnon.Nhycmv phnx nhanhnhy vinhngc hi v e da ca mi trng.-Knnghochnh:phixctrli ccccuhi:Smnhvmctiu KD?Kinhdoanhthucg?Nhcung ngno?thtrngvkhchhngmc tiu?Chinlctngthvchinlc Marketing nh th no?...- C tm nhn xa trng rng:+Xcnhcmctiuvchinlc di hn+Dkinccctnhhungcth gp,vd:cctcngcasthayi vccyutPESTnthtrng Dc...- Hiu bit rng:+ Hiu r mnh v i th cnh tranh +Hiurvmitrngngnh:th trngDcphm,khchhng,ngun cung ng..+Hiubitvkinhtvm,vim, chnhtr-lutphp,mhnhbnhtt,s pht trin ca KHKT...________________- Phi c y c, dc c.- V i ngoi:+C quan h tt vi khch hng, nh cungng,cctchcbnngoiDN (ccqunlDc,ccc quan qun l,vinKimnghim,thngtini chng...)+ C kh nng giao tip, thuyt phc, mphnthnglngvikhch hng,ngicungng,ithcnh tranh-Vini:khnngquntr ngun nhn lc+ Tchc ng vin iu khin nhn s.Xc nh nhucu v o to nhn lcgnchtvichinlcKD.C cunhnlcphhp(DSH,DSTH, DT, lao ng khc)+ Kh nng t chc, phi hp lin kt mingitrongmttpththng nht+ Bit quan tm chia s,lng nghe v thuhiunhnvin,xydngmi trnglmviclnhmnh,thni, xy dng vn ha DN._____________-Amhiusurng vlnhvckinh doanh Dc phm:+C chuyn mn v y, dc+Nmcccc trngcbnv thucvthtrng thuc,mhnh bnh tt,hthnglutv , Dc.-Ckinthcc bn v qun tr kinh doanh,marketing, hch ton ti chnh...-Ckhnngs dngthnhtho ngoing,vitnh, khnngsontho hpngkinhtv ccphngtin phcvkinhdoanh dic.1.1.5 Phng php qun tr theo quan im h thng [8] [9]Phng php qun tr theo quan im h thng hin l phng php c p dng rngrinht.Phngphp nycbt ngun t trng phi tip cn h thng, ra i vo khong u th k XX.M hnh mt h thng sn xut kinh doanh in hnh nh sau:Hnh1.1:M hnh in hnh v mt h thng sn xut5Ccyut uvobaogmTSC,nguynliu,ngunnhnlc,ti chnhvthngtincs dngavosnxut,ch bin.Qutrnhsn xutbaogmccloimymc,cngnghcsdngbinccyut uvothnhsnphm,dchv.uralccloisnphmhaydchv c ch bin t cc yu t u vo.Phn hi l bt c hnh thc thng tin no v tnh trng vn hnh v cng vic ca h thng.*Trngphitipcnhthngquannimrngmttchclmth thngthngnhtcaccbphncquanhhucvinhau.Trongch thnglnlmitrngkinhdoanhthdoanhnghiplmththngcon,h thng m.V vy nh qun tr phi c cch nhn ton din i vi t chc m h ang lnh o.T duy h thng m i hi cc nh qun tr phi quan tm n tonbccyutbntrongcngnhbnngoicatchc,baogmcc ngunlcm tchccsn,s pht trin ca cng ngh v khuynh hngca th trng khi tin hnh sn xut ra mtsn phm hay dch v no .Mt kha cnhtchcckhccatrngphiquntrhthnglgipccnhquntr thyrmi quanhtng tc giacc yut thnh phntrongmttchc thng nht, ng b, c mi lin h hu c vi nhau.*Ngy nay,trong bi cnh xu th hi nhp v ton cu ha din ra mnh m,s cnh tranh gay gt, mi trng kinh doanh ngy cng bin ng v nhiu riro,phngphpquntrtheoquanimhthngcnhngbcpht trin mi v ngy cng hon thin,(s hnh1.2)Ccvutuvobaogmngunnhnlc,phngtinvtcht, tim lc ti chnh, nng lc qun l, kh nng thng tin v thi gian (4M,I,T).Qu trnhqun tridoanhnghip c tin hnh theo 4 chc nngc bn:Hoch nh, T chc, Lnh o v Kim tra.Qun tri phi da trn s phn tch su sc nhng nh hcmg ca mi trng kinh doanh n hot ng ca DN, bao gm3cp :mi trng v m,mi trng ngnh,mi trng ni b DN, cbitlmiquanhgiabanhnt Doanhnghip-Klichhng-ith cnh tranh,ch ra nhng c hi v thch thc t mi trng bn ngoi v nhng immnh,imyubntrongtchc,trncs ranhngchinlc, gii php ph hp. H thng truyn thng v khai thc thng tin pht trin, thng tin c p dng trong mi giai on ca qu trnh qun tr.Hoch nhuvo(Input)Kim tra^Th 1ng tinrT chcLnh oura(Output)Nhn lc Phng tin vc Ti chnh Nng lc qun l Thng tin Thi gianCc phong php phn tch:SWOT, SMART, 3C, 7S, PEST... acPPkhct mc tiu Li nhun, DS Th phn Th trng Khch hng Uy tn DNMitrngnibDN:Nhnlc,snxut,tichnh,khnngnghincuvpht trin, nng lc qun l, phng tin vt cht, marketing, vn ha doanh nghip...______Mi trng ngnh:Khch hng, i th cnh tranh, nh cung cp,sn phm thay th, nhm p lcx hi...________________________________________________________Mitrngvm:ccyut'kinht,chnhtrphplut,tnhin,kthutcng ngh, vn ha x hi...______________________________________________________Hnh1.2:S qu trnh qun tr theo h thngCcyu t ura khng ch l nhngsn phm haydch v, m quan trnghnchnhlhiuqukinhdoanhcadoanhnghipcthbaogmcc yu t:li nhun, doanh s, th phn, th trng, nim tin v s ng h ca khch hng, uy tn v thng hiu ca doanh nghip...Ccphngphpphn tch thngcs dngl ccphng php phn tch qun tr hc hin i:+PhntchSWOT:cpdngtrongvicphntchimmnh,im yu, c hi, thch thc ca doanh nghip, i th hay sn phm cnh tranh...+Phn tchSMART:phn tchtnhcth,nhlng,kh thi,hpl v tnh hn nh v thi gian ca cc mc tiu, chin lc ca DN.+ Phn tch3C:phn tch im mnh imyu,vth,thch thc,c hi ca Cng ty, Khch hng v i th cnh tranh cc thi im khc nhau.+Phntch7S:c p dng trong vic phn tchs ph hp,tnh logic gia 7yu t Mc tiu,Chinlc,C cu,Cc h thng, Phong cch, i ng nhn vin, Cc k nng, trong ly mc tiu ca t chc lm trng tm.+PhntchPEST:p dngtrongvicphntchs tcngca 4yu t Chnh tr, kinh t, vn ha x hi, k thut cng ngh n hot ng ca DN.1.2 Chc nng ca qun tri kinh doanh phn theo qu trnh qun tri [5][8]Mi qu trnh qun tr kinh doanh u c tin hnh theo bn chc nng c bn:Hoch nh, t chc, lnh o, kim tra.Chc nng qun tr v chu trnh qun tr c khi qut theo s sau:Hnh1.3:Chc nng qun tr v chu trnh qun tr------ Biu th mi lin h v tc ng----- - Biu th thng tin phn hi trong qu trnh qun tr1.2.1 Chc nng hoch nh[5] [8]Hoch nhl qu trnh d on,phn tch nhm ych ra ccnh hng v lng trc cc kh nng bin ng ca mi trng.Hoch nh l chc nng c bnvquantrngcanhquntrkinhdoanh,cbitl nhquntrcp caonht.Nhquntrphitra nhngmctiungnhn,dihnngthi hoch nh sn nhng phng tin t c mc tiu ny.Mt trong nhng kt qu quan trng nht ca hoch nh l chin lc ca t chc. Tin trnh hoch nh chin lc c th chia thnh 8 bc ch yu:Bc 1: Xc nh s mnh,Bc 2:Phn tchc hi v e da ca th trngBc 3:nh gi im mnh, yu ca n vBc 4:Xy dng cc kiu k hoch la chnBc 5:Trin khai k hoch chin lcBc :Trin khai cc k hoch tc nghipIBc 7;Kim tra v nh gi kt quBc 8:Lp li qu trnh hoch nhHnh 1.4:Tin trnh hoch nh chin lcBcI-'Xcnhs mnhvmuctiucat chc: S mnhv ccmc tiuca tchccxcnh thngqua victr licccu hi:Qingtal ai?Chng ta mun tr thnh mt t chc nh th no?Cc mc tiu nh hng cachngtalg?Nhngmctiuchungnytoranhngphcmghng rng ln cho vic ra quyt nh v khng thay i trong nhiu nm.Bc2-Phntchnhnsedoavc hicamitrns:Nhhoch nh phi tin hnh phn tch mi trng c th tn dng ti a ccc hi v hn ch n mc thp nht cc yu t ri ro.Cc yu t ca mi trng tc ng n hot ng ca DN bao gm cc yu t chnh tr, kinh t, k thut cng ngh,tnhin,vnhaxhi(mitrngvm)hayccyuttnhcungcp, khch hng, i th cnh tranh, hng ha dch v thay th (mi trng ngnh)Bc 3-nheinhne im manh,yucat chc:Vicnh gi ny chophp nhquntrnhndin nhngkh nngchyuca tchc.S nh gi ny bao trm ln ton b cc lnh vc ca t chc nh:v th cnh tranh trn th trng, nng lc qun tr, ngun nhn lc, cng ngh, tim lc ti chnh...Babctrnkhngtinhnhmtcchclp,msmnhvccmc tiu phi c xy dng v pht trin trong sut qu trnh phn tch nhng c hi v e da ca mi trng v nh gi nhng im mnh, im yu ca t chc.Bc4-'Xydnsccchinlcd tho lachon:Saukhitin hnhnhgiDN trnmi phngdin,nh hochnhcnvch ra ccchin lc d tho la chn mt chin lc thch hp nht i vi t chc.Mt trongcc phngphp thngcs dng xy dngchin lc doanhnghiplsdngmatrnSWOT(Strengths,Weaknesses, Opportunities, Threats). Ma trn SWOT c th hin qua s sau:MA TRN SWOTC hiO)1.2.e doa(T)1.2.immanhS) 1.2Kt hp S/O:cc gii php chin lc nhm pht huy cc im mnh ca mnh tn dng cc c hi ca mi trng bn ligoi.KthpS/T:DNphitndung th mnh camnh i phcc miedacamitrcngbn ngoi.imvu(W) 1.2.Kt hDWIO: DN phi khc phc cc mt yu ca mnh bng cch tranh ti cc c hi ca mi trng bn ngoi.KthpWIT:DNphicgng gim thiuccimyu ca mnh vtrnhcnguycbngcch ra cc chin lc phng th.Hnh 1.5:S Ma trn SWOTBc 5-Trinkhai k hoachchinlc:Sau khichun bv la chnmt chin lc thch hp, DN cn phi trin khai k hoch .K hoch ny cn ch rnhnghotngsctinhnhtcccmctiura,d kin loicngngh,ccbinphpMarketing,ngun tichnh,nhnlc,hotng R&D, c cu t chc, k nng qun tr s c p dng...Bc 6- Trin khai cc khoach tc mhip: y l hot ng ca cc nh qun trcp trunggian,cp c s v i ng nhn vin,trin khai cc k hoch tc nghip xut pht t cc k hoch chin lc ca t chc.Bc7-Kimtrav nhsikt qu:Cc hot ng kim tra phic tin hnh ng thi vi qu trnh hoch nh chin lc v hoch nh tc nghip m bo s thc hin cc k hoch v nh gi cc kt qu thc hin, nu cc ktqukhngcnhmongmunthnhhochnhcnxemxtthayi nhim v, cc mc tiu, cc chin lc hay cc bin php kim tra ra.Bc8-Lvlaitintrnhhoachinh:Nhngplcnhhngncc DNthayikhngngng,Nh hochnhphisnsngimihayiu chnh cc k hoch bng s lp li qu trnh hoch nh.1.2.2 Chc nng t chc [5] [8]Chcnngtchc l hot ngqun tr nhm thitlp mt h thngcc v tr cho mi c nhn, b phn sao cho cc c nhn, b phn c th phi hp vi nhau mt cch tt nht thc hin mc tiu chin lc ca t chc.Chcnngtchccvaitrhinthchaccmctiucatchcv cbit l c kh nngto rascmnhmica tchc,c quan,n v thm ch ca c h thng nu vic phn phi,sp xp ngun lc c khoa hc v hp l.Sc mnh mi ca t chc c th mnh hn nhiu ln so vi kh nng vn c ca n nn ngi ta nhn mnh vai tr ny bng tn gi hiu ng t chc.*Ni dune chc nns t chc:-Xcnhcu trctchcca ch thqun trtng ng vicci tng qun tr.- Xy dng v pht trin i ng nhn s.- Xc nh c ch hot ng v cc mi quan h ca t chc.- T chc lao ng mt cch khoa hc ca ngi qun tr.* Cu trc t chcL tnghp cc b phn,n v v c nhn khc nhau,c miquan h phcthuclnnhaucchuynmnha,cquynhnvtrchnhimnht nh c b tr theo cc cp v cc khu khc nhau, nhng cng nhm bo m thc hin cc chc nng qun tr v cng hng vo ch chung.Cu trctchccth bao gm cckium hnh khc nhau nh:Cu trc trc tuyn,cu trc tham mu, cu trc chc nng, cu trc trc tuyn-chc nng, cu trc trc tuyn-tham mu-chc nng, cu trc chng trnh-mc tiu...1.2.3 Chc nng lnh o[5] [8] Lnh o l qu trnh tc ng n con ngi trong doanh nghip mt cch c ch ch h t nguyn v nhit tnh phn u hon thnh tt cc cng vic c giao.Vai tr ca h thng thng tin trong lnh o:Mc d thng tin lin lcp dngchottcccgiaionca qun tr,nhngncbitquan trng trong chc nng lnh o. Ba vai tr n ca h thng thng tin:- H tr cho cc hot ng c thc hin- Nng cao nng lc ra quyt nh cho cc nh qun tr- Tng cng kh nng cnh tranh ca t chc.t* Cc phng php lnh o thng dng:- Phng php gio dc, vn ng, tuyn truyn:l cc cch tc ng vo nhn thc v tnh cm ca con ngi trong h thng, nhm nng cao tnh t gic v nhit tnh lao ng ca h trong vic thc hin nhim v.-Phng php hnh chnh:l ccphofngphp tcngda voccmi quan h t chc, k lut ca h thng qun tr.-Phngphp kinh t:l phng php tc ng vo nhu cu vt cht ca ngi lao ng.Ngy nay xu hng chung ca mi h thng l m rng vic p dngphngphpny.ylphcmgphptcnggintipvoitng quntrthngquacclichkinht khinitngbquntrtlachn phng n hot ng hiu qu nht trong phm vi hot ng ca h.1.2.4 Chc nng kim tra [5][8][13]Kimtralmtchcnngquantrngkhngththiuctrongqu trnh qun t.Kim tra trong qun tr l qu trnh xem xt thc tin thc hin ccnhimvnhgithctrng,khuynkhchnhngnhnttchcc,pht hinnhngsailchvaranhngquytnhiuchnhnhmgipcci tnghon thnh nhim v v gp phna ton bh thngcqun trti mt trnh cao hn. Vy qu trnh kim tra phi thc hin theo cc bc sau:Xc nh h o lng vthng tiu nh gichun kim1 hot ngtraSo snh scKhng cnhot ng vi tiuiu chnhchun:c sai lch?khngTin hnhiu chnhHnh 1.6:S Qu trnh kim tra12Kimtra khngchlgiaioncuicngtrongqutrnh hotngca hthng,kimtracngkhngphilhotnganxenmlmtqutrnh lin tcv thigian v baoqut v khng gian.Kim tra c thc hin khng phichnhmphthinnhngsaistvngmctronghotngSX-KDca doanh nghip,trn c s ra cc gii php x l kp thi m cn nhm tm kim cc c hi, tim nng c th khai thc, thc y doanh nghip nhanh chng t c mc tiu ra.1.3 Mi trng kinh doanh ca doanh nghip [2][4][8][12]1.3.1 Khi nimMitrngkinhdoanhcadoanhnghipltphpcclclngbn trongvbnngoicnhhngnkhnngtntivphttrincadoanh nghip.Mitrngkinhdoanhlmtkhungcnhbaotrmlntonbhot ngca doanh nghip,baogm tng th cc nhn t khch quan v ch quan, vn ng v tong tcln nhau,tc ng trc tip hocgin tip n hot ng sn xut, kinh doanh ca doanh nghip.1.3.2 Phn loiPhn loi theo phm vi, mi trng kinh doanh ca doanh nghip bao gm bamc:Mitrngnibdoanhnghip,mitrngvim(mitrng ngnh) v mi trng v m. Ba cp mi trng c khi qut qua s sau:1.4ThctranghoatngquntrikinhdoanhcaccdoanhnghipVit Nam hn navri5iri6iri9ir201Trongthikbaocp,hotngquntrdoanhnghiphunh khng cquantmbivtrongthiknyccdoanhnghiphotngsnxut theochtiuphp lnh,k hochm cp trna xung.Hot ngca doanh nghip trong thi knychl mt mt xch trongnn kinh t k hoch docp trnmnhim.T duyutptrungchorngnhncctrchnhimhng u trong vic qun l ton b nn kinh t quc dn trong tt c cc lnh vc:x hi,snxut,kinhdoanh.Nhnciuhnhthtrng,iuhnhhunh tonbccvnchinlc,phngthcsnxut,thphn,khch hng,gi csnphm...chungchoccdoanhnghip.Tdnnktqul:doanh nghip thiu ch ng,sc ln, cht lng sn phm thp, dch v km, tc utvmrngcshtngthp,ngunlcbthiuht,mtcniv ng b trong vic pht trin, cc k hoch a ra thng khng mang tnh thc t,ccchinlca ra rtchungchung,khngmangtnhcth,ccphcmg phpsdngxydngchinlccnngin,huhtchdavokinh nghim v p dng mt cch my mc, xa ri th trng.T1986 thc hinnglii mit ncv cbit limi nn kinht viquanim xo bc ch tp trungquan liu bao cp,pht trin nn kinh t nhiu thnh phn theo nh hng x hi ch ngha, cc doanh nghip ginh c quyn t ch trong kinh doanh, t phi tm ra con ng i ring cho phhpcthtntiv phttrintrongc ch mi...Ngynay,hotng trong nn kinh t th trng, a s cc doanh nghip phi i mt vi mi trng kinh doanh ngycng kh khn,phc tp mang tnh bin ng v ri ro cao,s cnh tranh din ra gay gt, cc doanh nghip u nhn thc rng hot ng qun t doanh nghip l khng th thiu v ngy cng c mt tm quan trng lfn vi mt doanh nghip.Gnhaiminmchuynisangc ch thtrng,ccdoanh nghip VNtchlycnhng kinhnghimquantrngtrongkinhdoanh,trnh qunl,trnhMarketingcnngln.Vicut xydngvqungb thng hiu bt u c nhiu doanh nghip quan tm. Nhiu doanh nghip vn ra th trngquc t v xy dng c thng hiu cho ring mnh nh caf Trung Nguyn,Kinh bakery...Nhiu doanh nghip p dng h thng qun l cht lng theo cc tiu chun quc t ISO v mang li nhng gi tr nhtnh.Victhuccnhqunlvchuyngiancngoicnnglcvkinhnghimtrctipiuhnhhot ngkinhdoanhccp v bc ucmts doanh nghip mnhdn tin hnh.Vaitrca h thng thng tinngycngcphthuytrongvicqunliuhnhdoanhnghip,gip cc doanh nghip nm bt kp thi tnh hnh th trng trong v ngoi nc.Hu htccdoanhnghip u nhnthcctmquan trngcacngtcqun tr doanh nghip v c chnh sch o to, nng cao trnh nghip v cho cc cn bqunl.Trnhqunlccdoanh nghipcnnglnth hin trncc kt qu:ttrngs doanh nghipSX-KD thua langcxu hnggim,nm 2000 chim 21%(8350 DN) vi tng mc l10.774 t ng, trung bnh mt DN l1,3tng,nnm2002s DN l cn19,0%(11900DN),bnh qunmt DN lgn1 tng.TtrngDN kinhdoanhcliangtngdn,nm2000 chim69%vitngli50.302t,bnhqunmtDNli1,6tng,nnm 2002ttrngDNlichim73%vimclibnhqunmtDNtrn1,7t ng.[15][16]Tuy nhin nhn chung trnh qun lca ccdoanh nghip nc ta cn nhiu hnch.Trongbngxp hngcnhtranh vmitrngkinhdoanh nm 2004VNxp th 79/103nccnhgi,trongxp hngvchinlc ca cng ty ng th 81, v cht lng mi trng kinh doanh quc gia ng th 79.Th hngnykhngphilcao,cbitsovi9ncngcxp hng, VN ng cui cng.[19]Bn cnh cc lnh vc c ch trng v nng caonh quntrngunnhn lc,qun trsnxut,quntrchiph,vn v cc chnhsch ti chnh...cc doanh nghip VN vn cha nhgi ng mc vai tr cacchotngnh hotngxctinthngmi,quntrquanhkhch hng(CRM),xydnghthngknhphnphi,bohs hutrtu...,vic xy dng thng hiu vn cn l vn mi m.Thc t hin nay s ngi iu hnh doanh nghip qua o to ch chim 6%,s doanh nghip s dng Internet hiu qu ch chim 3%,65% cc gim c doanh nghip khng hiu bit y vmngtichnh,tlccgimcthngthongoing l rtthp...Vvy vicquntrdoanhnghiplhtsckhkhn,doanhnghiphotngthiu hiu qu.[20]Khi DNNN vn chu l thuc mc ln vo ccc quan qun l nh nc cp trn.Theo nghin cu ca IFC - chng trnh pht trin kinh t t nhn (caWB)-vthctinqun trdoanhnghip VN,gn40%ccDNNN trong mu ni rng h b p t ccch tiu kinhdoanh t^p trn.62%ng _ rng DNNN l khng c ch s hu thc s, gn 2/3xin-chovntntimtcchkhphbinv87%chorngmiquanhc nhnviccc quannh nccp trnlquantrnghayrtquantrng.70% ngvinhnnhlccDNNNthngmunduytrtnhtrngkhngl, nhng ch li cht t.65% ngi tr li cho rng DNNN cha thc hin tt cng tc qun tr.Ccdoanh nghipsau khicphn ha u pht trin kh tt,xa bdn tnh trngqunllnglo v dn trica nh ncividoanh nghip,Tuy nhin, cc cng ty c phn cn nhiu im ging vi DNNN, Nh nc vn nm giphnvns hulntrongccDNCPH.NhnchungDNCPHcnbnh hng nhiu t cch qun l c.Nm trong s pht trin chung ca cc doanh nghip VN, hot ng qun trcaccdoanhnghip Dccngtcnhngbcphttrintchcc. S nngng,nhybntrnthngtrng,trnhMarketingcnng cao, nhiudoanhnghipDcxydngchthngknhphnphichuyn nghip.NhiudoanhnghippdngtiuchunqunlGP,ISO9002v ccctchcquct cngnhn...Tuynhindocimcakinhdoanh dcphmlkinhdoanhmtloihnghacbitnnphngthckinh doanhtruyn thngvncn phbin,hn na do trnhqunlhnch nn huhtccdoanhnghipDcchaquantmxydngchinlcphttrin ring.i ngqunla phn cchuyn mn v Dc, nhng yu v trnh v k nngqunl,thiucc kin thc v kinht v thtrng.So viccDN Dc ncngoi,cc doanh nghip Dc VN cn yu v nng lc tchc hot ng tip th, v vic ng dng cng ngh thng tin vo qun l,cha quan tm ti vic xy dng v ng k thng hiu, khng c kinh nghim cng nh thiu sccnhtranhtiuthsnphmtrnthtrngquct,hiubitvphp lut, quy ch cn nhiu hn ch gy nn nhng tn km v thi gian, lng ph trong u t v hot ng.1.5 Nhng nt khi qut v cng tv c phn dc phm H Ty[1]1.5.1 Qu trnh hnh thnh v pht trinCngtyCPDPHTytinthnlXnghipDcphmHTyc thnh lp t nm1965 vi nhim v sn xut thuc cha bnh.Thng7nm1985X nghip Lin hp DcHSnBnhraitrnc s hp nht cc n v Dc trong tnh, l:Cng ty Dc phm H Sn Bnh, X nghip Dc phm I H Sn Bnh, Cng ty Dc liu H Sofn Bnh.Thng10 nm1991, sau khi tnh H Sn Bnh tch thnh 2 tnh H Ty v Ha Bnh, X nghip c tn l X nghip Lin hp Dc H Ty.Thng3nm1993i tn thnh Cng ty Dc phm H Ty.Cng ty c tr s chnh t ti80 Quang Trung-TX H ng.Ngy21thng12nm2000CngtycchuynithnhCngtyc phn dc phm H Ty, tn giao dch l Hataphar.Trongsut gn40nmqua v nht l 4nm t khic phn ha Cng ty khng ngng trng thnh v pht trin.Vi phng chm Cht lng l s tntiv phttrincaCng ty,Cngty khng ngngtuyndngv o to nhncngctrnh kthutcao,ut trangb h thngmymc hini phcvsnxut,dochtlngsnphmcaCngtyngycngc nngcao,chimlnhclngtinca khchhng.HinnayCngty c, cp ngkchophpsnxut v lu hnhtonquctrn200snphmthuc chabnhbaogmnhiuchngloi,gpphnngktrongnhimvcung ng cc thuc thit yu phc v nhn dn.1.5.2 Chc nng hot ng*Thc hin k hoch kinh doanh,mua bn thuc,thit b y t,m phm, dc liu, tinh du, nguyn liu trong nc.*Snxutthuctndc,ngdcviccdngdng:vinnn,vin nang, thuc dng ngoi, xi r, thuc tim.*Kinhdoanhxutnhp khuthuctndc,ngdc,dcliutinh du, nguyn liu lm thuc.*Lindoanh,thuhtvnutncngoitronglnhvcnghincu thuc mi, i mi cng ngh.*Snxut theont hngcacc .Cng tyDctrong nc,snxut nhng quyn cho cc hng, cng ty nc ngoi.PHN 2: I TNG V PHNG PHP NGHIN cu2.1 i tng nghin cu- Hot ng qun tr ti Cng ty CPDP H Ty.-Ccdliu,sliu,skin,chnhsch,chinlccaCngty.Th trng,khchhngcaCngty.Mtscngtyithcnhtranh,ccsn phm cnh tranh.-Cc vn bn bo co ca cng ty:Bo co tngktcui nm hot ng snxut,kinhdoanhcacngtygiaion2000-2004,Bnk hochsnxut, kinhdoanhcc nm 2000-2004,Bo co tichnh,Boco kim tra cht lng thuc...-CcphngbanchcnngcaCngty:phngkinhdoanh,phngk hoch, phng nghin cu v pht trin, phng k ton, phng Marketing...-Cctiliu,gio trnh,cc l thuyt vqun tnkinhdoanh,chin lc doanh nghip, marketing...2.2 Phng php nghin cu ti s dng kt hp cc phng php nghin cu sau:2.2.1Phngphpphngvntrctip: Phngvntrctipbanlr' o,cnbccphngbanchcnng(phngk hoch,phngtchc)t hiu,phn tch,nhgicngtcquntr,ccchinlcchnhsch,c Cc chc ca cng ty.2.2.2Phngphpiutract ngang:Thng k,phn tch ccs d liutheophngphpctngangvothiim0gi ngy31thng12 nm 2000->2004 phn tch, nh gi cc hot ng SX-KD ca Cng ty.2.2.3Phngphphicu,phngphpnghincumt,phng phpphntchnhnt:hicu,phntchccs kin,sliuvmctiu, chnhschMarketing,doanhs,chiph,knhphnphi,ccnhntcami trng kinh doanh...ca cng ty (hnh 2.10)2.2.4Ccphotigphpnghincuquntrhc: tis dng kt hpccphngphpphntchSWOT,SMART,3C,PESTnghincuqu trnh hoch nh chin lc ca cng ty (hnh 2.11)2.3 Xlv siiuS dngphnmmEXCEL7.0forWindowsxls liuvvcc bng , biu .Phng php phn tch nhn t: phn tch cc nhn t thuc mi trng kinh doanh tc ng ti hoat ng ca Cng tvMi trng kinh doanh ca Cng tyI LMi trng Mi trng ni b Mi trngv m Cng ty tc ngipChnhtri-LutPhp- Quy nh v GP (GMP,GSP...)- Chnh sch bo h nn s xtrong nc, han ch nhp khu- VN hi nhp AF1A, WTO...Kinh t- Th trng thuc nhiu tim nng- Nhu cu thuc tng- T gi ngoi t (USD) tngKH-KT - S pht trin mnh v KH-KT trong lnh vc Dc phm- c im kh hu min Bc nc ta- Tnh trng nhim mi trngVH-XH- MHBT phong ph, nhu cu thuc a dng- Tm l a dng thuc ngoi ca ngi dnNh cung cp- Cc ngun cung cp ca Cng ty- Qinh sch, sc p ca nh cung cp- Ch trng ca Cng ty i vi nh cung cpKhchhng- Cc nhm KH ca Cng ty- Sc p t pha KH- Quan im, chnh sch ca Cng ty i vi KHi th cnh tranh- Nhn din i th cnh tranh ch yu- Nm bt thng tin v SP cnh tranh, chin lc ca i th cnh tranh- Chin lc i ph ca Cng tyC s vt cht- H thng nh xng, vn phng- Trang thit b, dy chuyn phc v s x- Kho tng bn bi, phng tin vn ti...Kh nng ti chnh - T trng ngun vn ch s hu trn tng ngun vn- Kh nng huy ng vnNgun nhn lc -TngSCBCNV- C cu, trnh lao ng- Chnh sch ca Cng ty i vi ngi lao ngHot ng Marketing- Nng lc hot ng Marketing ca Cng tyKh nng R&D - Slng sn phm mi trong1 nm.- Kh nng ng dng cng ngh miT chc - C cut chc- Sp xp, b tr ngi lao ngKh nng cnh tranh- Mt hng chin lc- Cht lng v gi c sn phm- Kinh nghim v nng lc ca i ng nhn vinHnh 2.10:ng dng phng php phn tch nhn t vo phn tch mi trng kinhdoanh ca Cng ty CPDP H TyCc phng php nghin cu qun tri hoc: ti s dng kt hp cc phng php phn tch SWOT, SMART,3C, PEST nghin cu qu trnh hoch nh chin lc ca cng tyHPCQucUuIiuJCi3pC9Xcp/tch PESPhn tch mi ti-ng kinh doanh----Qinh tr--- >Kinh t----- VH-XH------KH-KTCgtyKhchhngXc nh----------mc tiup/tch SMARXngn hn, di hn-------------------------------------- i th cnh tranhTnh c th Tnh nh lng Tnh kh thi Tnh hp lTnh hn nh v thi gian xut v-------- la chonp/tchSWOT.chin lc-------- im mnh im yu C hi Thch thcChin lc s/o Chin lc S/T Chin lc W/0 Chin lc W/TT chc thc hin chin lcpp M t^Chin lc Marketing-Chin lc sn phm -Chin lc gi ->Chin lc phn phi -Chin lc xc tinHnh2.11: ng dng cc pp phn tch Qun tr hc vo vic nghin cu qu trnh hoch nh chin lc ca cng ty CPDP H TyPHN 3:KT QU NGHIN cu V BN LUN3.1 Qu trnh qun tri kinh doanh ca Cng tv CPDP H TyQu trnh qun tr kinh doanh ca Cng ty c tin hnh theo nhng chc nng c bn:Hoch nh (P) -> T chc (O) -> Lnh o (L) -> Kim tra (C)3.1.1 Qu trnh thc hin chc nng Hoch nhBan lnh o Cng ty CPDP H Ty xc nh hoch nh l mt nhim v trngyu,lchcnngkhiucamihotng.Trong,hochnh chinlc l nhim v c bn v quan trng nht,c thc hin bi bangim cCngtycs htrca trngphngK hoch.Ccnhhochnhca Cngtycngpdngnhngbcchyutrongtintrnhhochnhchin lc kinh doanh ca cc doanh nghip:3.1.1.1 Khng nh s mnh ca t chcLmtdoanhnghipDcaphngvlnvcungngthucln nht ca tnh H Ty, Cng ty xc nh cho mnh hai s mnh c bn:-Hot ngsnxut,kinh doanh tronglnh vcDc phm v to ra li nhun.-mbocungng thuccho nhucuchmscsc kheca nhndn trong a bn tnh H Ty y , kp thi cc loi thuc c hiu lc, cht lng tt, gi thnh hp l.3.1.1.2Phntchnhngyutnhhngnhotngsnxutkinh doanh ca Cng ty CPDP H Ty (giai on 2000-2004)Cc yu t ca mi trng v m-Yut chnht-lut php:ylyutvmquantrngnhttc ng n hot ngSX-KD ca cc doanh nghip Dc nichung v ca Cng tyCPDPHTyniring.Thucchabnhlmtloihnghacbittc ng trc tip ti sc khe con ngi,do rt cn n s iu tit chi phi ca lutphp, nctanhngquynhcaNhnctronglnhvcdcphm vnchacchtch.Vichonthinhthngvnbnphplut tronglnh vc y,dc ang l vn c Nh nc cng nh cc doanh nghip Dc htscquan tm.Ccnh qun tri ca Cngty lunquan tm nm vng,hiu bit suscvchphnhnghimchnhccquych olutclinquantrnh nhng ri ro c th xy ra.Theo quy nh ca B Y T, n nm 2005 cc dy chuyn sn xut thuc tn dc phi t tiu chun GMP-Asean.Cng ty CPDP H Ty lin tc u t trang thit b,i mi cng ngh,n nm 2001Cngty c3dychuyn sn xut t tiu chun GMP-Asean.Cngtynhnnhmts thunlit hthnglutphp nh Nh nc c chnh sch bo h nn sn xut trong nc (hn ch nhp khu thuc, khuyn khchbnh vintnh u tinmua thucca CngtyDca phng),khuyn khchphttrinsnxutthuct dcliu.Cngtycngxemxtnhngnh hcngkhinctathchinhinhpAFTA,spsagianhptchcthng mai quc t WTO v vic hip inh thng mai Vit-Mv c hiu lc... ch trng ti vic nng cao kh nng cnh tranh ca sn phm trong mi trng cnh tranhkhclitvihnghatrongncvquct,ngthihngtixut khu.-Yu t kinh t:Mt mi trng kinh doanh lnh mnh v n nh s gp phn vo s pht trin ca doanh nghip v ngc li.i vi Cng ty CPDP H Ty cng chu nh hng ca mi trng kinh t ti cc hot ng SX-KD:* Th trng Dc phm VN l th trng nhiu tim nng i vi cc nh kinhdoanhDcphm.Trong10 nm gn y,gi tr th trng dc phm tng3,77ln(t132triuUSDnm1993ln498triuUSDnm2003).Tuy nhin,ivinhiumthngthucnhmOTCthtrng tr nnboha, qu nhiu nhng sn phm trng lp, tnh cnh tranh ngy cng gay gt.*Mcsngcangidnngycngcnngcao,nhucusdung thucngycngln.Tin thucbnhqunu nginm1999l5USD,n nm2003tngln7,6USD.iunyltinchos phttrincaccDN Dc ni chung v Cng ty CPDP H Ty ni ring.*Trongccnm2000-2003tgingoait(USD)lintctng,yl mtthchthclnivimtnvsnxutctrtrnhpkhulncc nguyn liu lm thuc v cc my mc trang thit b hin i cng ngh cao nh CngtyCPDPHTytrongmctiuvambocungngthucchonhn dn vi gi c hp l va m bo mc tiu tng trng.-Yut vnha-x hi:Mts cimv vn ha-x hicCng tynhnnhlchiphttrin,lMHBTphongph,nhucuthuca dng;bncnhvicmtbphnngidnvnctmltindngthuc ngoi l mt thch thc i vi cc DN Dc trong nc hin nay.- Yu t khoa hc k thut: Ngy nay KHKT nh hng mnh m ti mi lnh vc v cng nh hng ti hot ng SX-KD ca cc DN Dc.i vi cc DN Dc VN ni chung v Cng ty CPDP H Ty ni ring, mt thch thc ln tralphimbochtlnghnghacsccnhtranhviccsn phm ca cc cng ty Dc nc ngoi csn xut vi trnh cng ngh k thut cao.Cng ty CPDP H Ty v ang trang b h thng my mc sn xut hin aica cc ncM,c,HnQuc,n ,i Loan...Cng ty c cp giy chng nhn Thc hnh tt phng kim nghim thuc (GLP), Thc hnh tt sn xut thuc (GMP) cho 3 dy chuyn sn xut.ng thiCng ty cng trang b h thng my tnh qun l ng b cng nh nimangInternetchophplinlcvtruycpthngtinmtcchnhanh chng nng cao hiu qu lm vic.-Yut t nhin:Thuclmtloihnghacbitcngitiu dngs dngCSSK.Sckheca conngilichutcngtrctipca ccyut t nhin nh kh hu(hia,nng),bolt,ngt...cbit l kh hu min Bc nc ta cs phn ha r rt gia cc ma trong nm.y l mt yu t thun licho hot ng kinh doanh ca Cng ty khimt hng chin lc caCng tyl thuccmcm,h nhit-gim au(nhucumnh khigiao ma haycdch).cimkhhunycngcCngtyxemxtvcnhng iuchnhtrongk hochSX-KDcamnh.Vdnhnhmthuchnhit- gim au tiu th mnh vo qu 2,3nn vo thi im ny Cng ty c k hoch sn xut, d tr nhm hng ny nhiu hn.Bncnh,tnhtrngnhimmitrngngynaynmcbo ng.MttrongnhngtcnhnchnhlhotngcaccDNlmnhim mitrngdos dngcngnghvx lcht thi...CngtyCPDP H Tyl mt trongccDN ca tnh i tin phong trong vicp dngcng nghsn xut tintinnhmbovmitrng.Cthl:sdngcngnghBiophilxl ncthi,trngc,cyxanhtrnnhngchttrngthnhkhunvintrong khuvcsnxut...Nhnghotngnyccccpqunlnhgicao, ng thd nng cao hnh nh v uy tn ca Cng ty trong mt cc bn hng.Ngi cung cp: Ngun cung cp ca Cng ty c chia ra lm 3 loi ch yu sau:+ Cung cp nguyn vt liu:Hu ht cc loi nguyn liu ch yu cho sn xut dc phm ca cc DN Dc trong nc hin nay u phi nhp ngoi.i vi Cng ty CPDP H Ty cng khng ngoi l.Vi 230 mt hng sn xut hin nayCngtyphinhp nguynliut gn20nhsnxut nguynliuca cc nc Trung Quc,n , Php, H Lan, Thi lan...trong TQ chim hn 60% chngloi.Ngoiccitcncngoi,Cngtycnmuamtlngnh nguynphliu tdct cc nh cung ngtrongncnh Cng tyDPTW I,II...Ngoi ra Cng ty cn quan h gn gi vi nhiu nh cung ng cc chng loai bao b v dich vu khc na cng vi cc nh cungcp vt t phu kin mymc cho cc dy chuyn cng ngh hin i thuc nhiu nc khc nhau.Vimt mnglicc nh cungng v i tc rngln v a l vsu vgcchuynmn,Cngtycmiquanhmtthitvchnhschi xrrngcthvitngnhcungng(tythucvottrngtraoisn phmviccitcny)duytrttccmiquanhbnhngtrncs m bo nguyn tc ''Bnh ng,tin cy,khng ngng cng c mi quan h hp tc v h tr ln nhau.Cng ty to lp c s hp tc cht ch t cc bn cungcp vi cht lng,s lng m bo,gi c hp l v thi gian giao hng chnh xc,+Cungcpsnphm,hngha:pngtthnnhucuCSSKca nhn dn,ngoi mt hngsn xut Cng ty cn phn phi hng nghn mt hng ca cc doanh nghip Dc trong v ngoi nc khc.+Cung cp tichnh;Hin Cng ty c 2 hnh thc huy ng vn ch yu l vay vn ngn hng v vay ca CBCNV trong Cng ty.Nhngthayitphanhcungngsnhhngtrctipnhot ngcaCngty.Chnghn nh cung ng nguyn liu,hng ha thayigi bn hay y mnh qung co s nh hng trc tip ti tnh hnh kinh doanh ca Cng ty nh DS, LN, uy tn...V vy cng vi vic duy tr mi quan h mt thit, mbohaibncngcliCngtyluntheodi st saonhng chnhsch ca nh cung ng t c nhng chin lc i ph ph hfp. ng thi, trnhchusc p t pha nh cung ng,Cngtycch trng to mi quan h giao dch vi nhiunh cung ng cng lc u vo c cnh tranh nht.V d nh nguyn liu Amoxicillin, Cng ty to mi quan h lm n vi 3 ngun cung cp khc nhau l n , Ty Ban Nha, Trung Quc.>Khchhng:KHlyutquantrngnhhngnccchinlc Marketing cng nh hot ng KD ca Cng ty. KH ca Cng ty bao gm:Cccngtvdcnhnc,cngtvTNHHphnphihngCngtv. ylnhmKHtrunggianrtquantrng,totldoanhthulnnhtcho Cng ty.V vyCng ty ch trng to mi quanh lu di v bnvng ng thinhng chnhsch chmsc nhm KH ny cch hncc nhm khc. Nhiu cng ty nhm ny c chn lm i l cho Hataphar.Ccnhthucbnbunvbnl:nhmKHnycngcCngty chti.SnphmcaCngtycbncnhiuhaytphthucphnln vos nhittnhnghcah.iunyihiCngtyluncch i ng thch hp vi nhm i tng ny.Bnhvinakhoacctnh.TrungtmYt huvn:ylnhmKH quantrngdonhucuthucnnh,c vaitrnh hngtiudngthucv antontrongkhuthanhton.CngtycnchtrngkhaithcnhmKHny nhiu hn.Ngitiudng:Cngtyc hthnggm16ca hngbn buncc huyn v khong 400 quy bn l ti cc x trong tnh v mt s hiu thuc bnh vin,phnphithuctrctiptingitiudng.Cngtychtrnghun luynkinthcvk nngbnhngchoingnhnvin,thngquai ngbnhngtipcnkhchhngtthn,quaCngtynmbtc chnhxcnhtnhucuthhiucngnh kinphnnhca ngitiudng ng thi khuych trng hnh nh ca Cng ty.Ngoira,CngtycncmtnhmKHlcccngtvTNHH,CTCP trongnc,cngtvDcncngoi.Cngtythchinsnxut theont hng,sn xut nhng quyn chocc cng ty ny.y l nhm KH quan trng mang li mt t trng DS ln trong DS hng sn xut ca Cng ty.Nhn nh quan im KH c ngha quan trng, l l do tn ti ca mnh, Cng tyCPDP H Ty thit lp mtmiquanh cht ch viKH,cbit l nhng KH truyn thng c th nm bt nhu cu, th hiu, kin ng gp ca KH mt cch nhanh nht. Cng ty c nhng chnh sch mm do, !inh hot i vi tng KH, c bin php i ph thch hp vi sc p t pha KH nh kh nng p gi,s chim dng vn, i hi chit khu cao...>Cci thcnhtranh:Bcsangc ch mi,c ch thtrngcs iu titca Nh nc,nhiudoanhnghip nh ncvt nhn ra i,vn cnhtranhtrthnhttyu.Tuyvyxttrngccnhtrarih,Cngty khng ng nht tt c cc doanh nghip SX-KD Dc phm u l i th cnh tranh,m Cng tyxt trn phng dinccmt hng cnh tranh t xc nh i th cnh tranh ca mnh.Cng ty CPDP H Ty kinh doanh ti hn 200 mt hngsn xut a phn lccthucOTCv khaithchngnghnmthngcacchngkhc,do vic phn loi i th cnh tranh cho tng mt hng t c chnh sch thch hpchomiloimthngliurt khkhn.VvyCngtyxcnh vic phnloiithcnhtranhnmbtcithcnhtranhchyul mtcngvicrtquantrngvcnthittcnhngchnhschthch hp.Vdnh mthngFahado(DC:Paracetamol),nthng12-2002c 378s ng k bit dc vi DC l Paracetamol, nhngCng ty tm hiu,phn tchvchnhgisnphmvihotchtParacetamolcaCngtyDc& VTYTCuLong,CngtyDLTW1 vmtsCngtykhclsnphmcnh tranhchyu(snphmcnh tranhcngngcp)vgicsnphmv kh nng cnh tranh ca cc Cng ty ny l tofng ng.Bng 3.1:Gi thuc Fahado SOOmg v cc sn phm cnh tranh ch yu c hot cht l ParacetamolTn thuc Quy cch ng giCng ty phn phi Gi thnh (VN)Paracetamol 500mg V/10 vin Cty Dc & VTYT cu Long 550Paracetamol 500mg V/10 vin Mediplantex 560Fahado 500mg V/lOvin Hataphar 580Thngqua vicnmbt thngtinvsnphmcnhtranhmCngtyc chin lc SX-KD cc mt hng c th c sc cnh tranh v vt ln cc i th ca mnh. V d:Hiu bit c sn lng c th ca mt mt hng cnh tranh cngloica ccn v khc,Cngty ra chin lcphi nm bt c tt c cc khch hng v gi c ca mt hng cn i sn xut hng ha ca mnh v s lng, cht lng, mu m c kh nng cnh tranh.Mi trng ni b DNYut nibCngtynh hngsuscti hotngSX-KDca ton Cng ty. Tri qua hn 30 nm xy dng v pht trin,sc mnh ni b ca Cng ty ngy cng c tng cng v mi mt:>V phngtinvtchtCngtycmththngcsvtchtkh mnh vi 7phng ban,22 n v trc thuc hot ng trn ton a bn tnh H Ty v1 chi nhnh ti H Ni. Ngoi tr s giao dch chnh, Cng ty c1 xng sn xut vi din tch17582 m^. Tng vn u t cho xy dng nh xcmg, trang thitbl40tng.HngnmCngtyudnhringngunkinhphcho vicnngcp vcitonhxng,c s h tng.cbit thigianquaCng ty dnh khong 500 triu ng xy dng h thng x l nc thi.T nm1999,do nhu cu pht trinsnxut,Cngtylin tcu t m rngnhxng,trangthitbpngyucuqunlchtlngGMP- Asean.n nm 2001Cng ty u t xy lp c3 dy chuyn sn xut t tiu chun GMP-Asean.y l mt kt qu rt tch cc nu so vd s liu thng k ncuinm2001c ncmic25c s t GMP.Vn phng v xng sn xut khang trang,h thng thng tin lin lc, kho tng bn bi, phng tin vn ti c u t chnh l tin cho s pht trin ca Cng ty.>V kh nng ti chnh: Tim lc ti chnh yu v khng chc chn.Bng 3.2:Kt cu ngun vn ca Cng ty t nm 2000 -2004n v: Triu n;Ch tiu Nm2000 2001 2002 2003 2004I. Ngun vn ch s hu 8.813 10.485 10.856 11.342 17.296- T l %so vi nm 2000 100 119,0 123,2 128,7 196,3- T l/Tng ngun vn(%) 14,0 16,2 17,7 17,9 18,2II. Ngun vn n phi tr 54.134 54.281 50.497 51.938 77.872- T l/Tng ngun vn(%) 86,0 83,8 82,3 82,1 81,81. N ngn hn 47.192 42.175 39.477 42.777 68.2182. N di hn 6.942 12.106 11.020 9.160 9.654in. Tng ngun vn 62.947 64.766 61.353 63.280 95.168T l %so vi nm 2000 100 102,9 97,5 100,5 151,2Ngunvnchshuchimttrngnh(t14%-18%),nhnghng nm u c b sung t mt phn li nhun ca Cng ty.T trng ngun vn n phi tr ln (86%, nm 2000) v c xu hng gim quacc nm(nm2004cn81,8%),iu nychng tCngtyngycngch nghntrongvics dngvn.Tuynhintlnyvncn mccao,c bit l ngun vn n ngn hn, cha ng yu t ri ro cao ng thi nh hng n tnh ch ng trong kinh doanh v li nhun ca Cng ty.T l ngun vn vay n cao cng chng t kh nng thu ht vn ca Cng ty l kh tt, Cng ty lm n c uy tn, chim c lng tin t pha i tc.-Vngunnhnlc:ingnhn vincaCngtycs lngng o,nm 2000 l hn600 ngi n nm 2004 tng ln ti800 ngi,trong s lng DSH l 77 ngi chim 9,6%, y l mt t l tcfng i cao so vi ccDN Dca phcfngkhc.Cnbc trnh H thuccclnh vc khc chim khong5%.S lngDcstrungcp vKTVTHl208ngichim khong 26%.Cn li l dc t v cng nhn dc.Cngtymtmtthngxuyntuyndngthuhttinngtrt nhiu ngun khc nhau,mt khcCng ty khng ngng t chc o to v hun luyn cnb.ChonnayingCBCNVcaCngtyngymtlnmnhv ngy mt tr ha.Cng ty lun coi trng tinh thn on kt v hp tc ca nhn vin, coi s nggpcamicnhnl v tpth.Cngtycnglunchtiisng, thu nhp, cng vic ca nhn vin, to iu kin cho s gn b ca nhn vin vi Cng ty ngy cng cht ch.-Hotng Marketingchamnhvchuynnghip.Cngtychac phngMarketing,tthtrngchgm9TDVhotngtrncctnhkhc nhau nnvictrinkhaigiithiusn phmcngnh khnng nm bt thng tinvKHvthtrngcctnhngoicnnhiuhnch.Ccchinlc Marketing ca Cng ty ch yu vn do phng K hoch m nhim.- Kh nng nghin cuv pht trin.Cng ty c B phn nghin cu sn phm vi chc nng nghin cu sn xut ra cc mt hng thuc mi.NmCh tiu1999 2000 2001 2002 2003 2004S lng sn phm mi 21 27 16 37 31 13S lngsn phm mi ca Cng tyl kh nhiu nhnga phn cc snphmnycnghincubtchccngthc,kiudng,thitk bao b...caccsnphmbnchyca ncngoi,nhngsnphmmithcs cnchimtlnh,a phnlccsnphmngdc.Nm2004,Cngty nghin cu ra 5sn phm mi thc s, trong c cc mt hng hin tiu th mnh nh B gan tiu c Livsin 94, siro Vitalysine, Nagytec tng sc khng.-V t chc:Cng tyc t chc theo c cu trctuyn-chc nng,b my qun l gn nh, linh hot. Cc phng ban c phn r chc nng nhimv v c s lin kt cht ch trong vic thc hin mc tiu chung ca Cng ty.-V khnngcnhtranh : ChinlcsnphmcaCngtylhng vo nhm thucOTC v khngsinh nn c nhu cu ln,ccsn phm li c u th vchtlngttvgiccnhtranh.Knhphnphirngkhp,baoph hukhpabntnh.ingcnbqunlcchuynmn,giukinh nghim, nng ng nhy bn.i ng nhn vin lm vic vi nng sut cao, tinh thn on kt, tp trung cao phn u t cc mc tiu ra.- xy dng chin lc mang tnh kh thi cao, Cng ty thng xuyn nh gi nng lc sn xut ca mnh thng qua cc ch tiu nh gi sau:1.Sc sn xut ca lao ng (Sj)Ch thchT : Tng s lao ngMc sinh li ca1 lao ng (Pi)Q:Gi tr tng sn lngp : Li nhunK2: Nguyn gi TSCD: Tng vn u t2.Sc sn xut ca ti sn c nh (S2)3.Sc sn xut vn u t (S3)Tm lai,nhngimmnhnibt ca Cng ty l:l DN Dcch lc ca tnhtrongchcnngsnxutvcungngthuc,kh nngsnxutmnh vi 3 dy chuyn sn xut t GMP, c mi quan h cht ch vi h thng khch hngv nh cungng,knhphn phi rng khp bao ph tonba bn tnh, tl i ng nhn vin c trnh chuyn mn v Dc cao.Bn cnh Cng ty c nhng im yu cn phi khc phc v ti chnh, v kh nng nghin cu sn phm v hot ng Marketing.3.1.1.3 Xc nh mc tiuDa trns phn tch mi trng kinh doanh bn ngoi v mi trng ni b Cng ty cng vi vic tng kt, nh gi kt qu kinh doanh ca k tiTTc, cc nh hoch nh ca Cng ty CPDP H Ty ra ccmc tiu di hn v cc mc tiu ngn hn nh sau:thucbtphatim^Cephalsporin attiuchun GMP-Asem vQ.nm 2005.^* K hoach cu th:* Cc muc tiu nen han:(trong 5 nm 2000-2004)-Doanhthuhngsx hngnmutngvtngso vi nm trc t nht10%.-Doanh s thuc ng dc tng khong 30% /nm.-Np ngn sch nh nc tng t 7-9% /nm.-Li nhun t mc 4.500 triu ng vo nm 2004.-Mcthunhpbnhqunungi/thngt 1.700.000 vo nm2004.-utchiusu:utdychuynvinnang mmtr thnhdychuynhininhtminBc (nm 2001)-Xydngccdychuynsnxutttiuchun GMP-Asean,xydngphngkimtrachtlng thuc t tiu chun GLP (nm 2003)-Phttrinccmthnghinc(theochiudi, chiurng,chiusu)vnghincuphttrinsn phm mi (mi nm t nht15 mt hng mi)M rng knh phn phi, khai thc th trng min Trung v min Nam.Ch tiu n v K hoch cc nm2000 2001 2002 2003 20041. Tng doanh s bn Triu 170.000 230.000 150.000 180.000 220.000- Doanh thu hng s x Triu 45.000 50.000 65.000 90.000 130.000- DT thuc ng dc Triu 1.500 2.000 3.000 3.500 4.8002.Mng li bn thuc -Tng s quyQuy355 375 385 395 400-Bn bun 16 16 16 16 17-Bn l 339 359 369 379 3833. Tr gi nhp khu lOOOUSD 6000 7000 5000 4800 65005. Li nhun Triu 1500 1800 2200 2300 45006. Np ngn sch NN Triu 10.000 13.000 6000 7000 90007. Lao ng Ngi 600 700 750 780 8008. Thu nhp bnh qun lOOO 1100 1150 1250 1400 1700Nhn xt:Cng ty c k hoch c th trn hu ht cc ch tiu. Vic d kin tng doanh thu, tr gi nhp khu v np ngnsch nh nc gim vo giai on 2001-2003l do Cng ty phn tch mt s yu t nh hng vo thi im ny, l Nh nc c chnh sch bo h nn sn xut trong nc, hn ch nhp khu ng thi cs thay i t pha khch hng, v th d kin doanh thu hng nhp khu gim.HuhtccmctiumccnhhochnhcaCngtytrauc th,khthi,hpl,nhlngcvck hochthigianrrng,tothun li cho cc cp qun tn v cc CBCNV trong Cng ty c th nh hng t chc thc hincc k hoch chin lc v tc nghip mt cch thch hp t cnhngmctiutrn.Tuynhinmts mctiucnmangtnhchtnh tnh nh mc tiu m rng th trng khu vc min Trung v min Nam, Cng ty nn c k hoch c th nh l bao nhiu tnh, l nhng tnh no...3.1.1.4 Vn dng ma trn SWOT xut cc phng n chin lc KDCc d liu u vo khai thc t phn phn tch mi trng kinh doanh trnvctnghplitrongma trnSWOT.Ma trnSWOT kt hpccc hi,nguyc tmitrngbnngoiviccimmnh,imyubntrong doanh nghip hnh thnh nn nhng chin lc c th la chn:MA TRN SWOTChl (O):1.MHBTphongph,nhu cu thuc ngy cng tng,a dng2.Nhnccchnhsch bohnnsxthuctrong nc3.Mthngthucngdc cNNkhuynkhchpht trin, v ngi dn ngy cng a dng4. DN Dc nh nc cXNK c tip____________Nguy c (T);1. Th trng thuc v h thnglut v Y, Dc cha n nh2.ThtrngccSPthngthng boha,cnhtranhngycnggay gt3.Mtbphnngidnvnc tm l thch dng thuc ngoi4.TrnhKHKTangphttrin mnh,ccthucmiraingy cng c nhiu tnh nng u vit.5.Tgingoit(USD)tng,chiph NK nguyn liu sx tng.______im mnh (S):1. csvc, TTBy,hini(3dy chuynsxtGMP,phngKTQ^t GLP)2.tocvth,uytn,thtrng tiu th ln (HTy v mt s KV khc)3. SP c kh nng cnh tranh4. i ng nhn vin c trnh , chuyn mn v Dc5.Knhpp rngkhp,baophtonb a bn tnh6.CnhnguthcaDNDca phng7.Mt hng chin lc l thuc OTC, d tiu th8.Cmiquanhchtchvikhchhng v nh cung ng_______________CC CHIN Lc s/o1.MrngSX-KD(S,01)2.sxccmthngthuca dng, phong ph p ngnhu cu ca KH (SI, S4, S8,01)3.utnghincusx thucngdc(Sl,S4,S8,03)4.Lindoanhlin ktm rngsx,sxnhngquyn (S1,S8, 02).Tngcngkinhdoanh xutnhpkhu(Sl,S6,S7,04)CC CHIN Lc S/T1.Givngvphthuykhnng cnhtranhcamnh (S1,S2,S3,S4,S5,T2)2.utNC,citincngngh nngcaochtlngSPcnh tranh vi thuc ngoi (S1,S4,T3)3.Nghincupdngbaobmu mcaccSPncngoiquen thuc (S1,S4,T3)4.Nmbtthngtinvthtrng v h thng LP mt cch chnh xc, kp thi c nhng chin lc, ng ph nhanh nhy, hp l (S4,S5,T1)5.TngcngutNCKH,ci tinSP,tiptcutlprpcc dy chuyn sx hin i (S4, T4)im yu (W):1.Timlc ti chnhyuv khng chc chn2.KhnngthngtinvKHvth trng cc tnh ngoi cn hn*ch3. Cha c phng Marketng hng4. Kh nng t NC sp mi thp5.PhngXNKhotngchanngng,kh nngnmthngtin v XK ra nc ngoi cn hn ch_____________CC CHIN Lc W/01.Tngcngvayvn,huy ngvbsungvnm rng SX-KD (Wl,01)2.Tuyndngvoto nhnvinphngXNKc chuyn mn v Dc, c trnh ngoingvkhnng giaodchttymnh hot ng XNK(W5,04)CC CHIN Lc W/T 1.Khcphcccimyuvvn, vkhnngNCsn phm, vnng lc Marketing nng cao kh nng cnhtranhcamnh (W1,W2,W3,T2)Hnh 3.12:S Ma trn SWOT- Cng ty CPDP H Ty (giai on 2000-2004)3.1.1.5 La chn cc chin lc ch yuCc chin lc ch yu c la chn l:- Chin lc m rng sn xut v kinh doanh- Chin lc u t mnh pht trin sn xut- Chin lc tng cng lin doanh lin kt vi cc i tc- Chin lc tng cng nghin cu sn xut thuc ngun gc t dc liu3.1.1.6Cc gii php thc hin chin lc (Input)a, V nhn lc:-Tuyndngnhns p ngchin lcm rngSX-KD,lclnglao ng khong800 ngi trong cn b trnh H chim khong1^0.Tuyn chn ngic tiuchun vn ha,sc khe,cphmcht ttvcchuyn mn ph hcfp vi cng vic c giao.- Lp k hoch v t chc o to i ng lao ng theo yu cu mi.o to theo ni dung bt buc theo yu cu GMP cho nhng nhn vin c lin quan.b,V ti chnh:Tng ngun vn m rng SX-KD:-Tngtchlu nibbng vicm bo mclinhun.Trch mt phn li nhun voquu t v pht trin dng u t mi hoc ti u t v b sung vn lu ng.- Huy ng mi ngun vn sn xut kinh doanh:+ Tip tc vay vn ngn hng v vay ca CBCNV+ Dng cc qu Cng ty kt d cha s dng b sung vn lu ng.c, V phng tin vt cht:Trong5nm2000-2004d kinut khong30tngchocs vt cht, dy chuyn cng ngh.-XydngccdychuynsnxuttGMP(2dychuyns x thuc vinP-LactamvkhngP-Lactamvonm2000,dychuynvinnangmm vo nm 2001)-Xydnghthngvnphngv khu vcsnxut khangtrang,ut khotngbnbi.Nlixngcxydngtheo hthngmtchiumbo nguyn tc GMP.-Bo dng trang thit b thngxuyn hay nh k.Thng xuyn thay th hocbxungbngnhngthitbmitntinvphhpviGMP.C chngtrnhbodngvsacha,gimstchtchcthitblunn nh trong mi iu kin sn xut,d, V nng lc qun Iv:- H thng qun l v phn cp qun tr r rng, t cp qun tr trn xung cp di c mi ch o trc tuyn v ch o chuyn mn.-Bmytchcgnnh,gimthiuchiph qunl.Ccofnvphng ban c chc nng nhim v r rng.- T chc cng tc qun l c trng tm, c chiu su.- Kt hp nhiu phng php qun tr truyn thng v hin i,- Xy dng mi trng lm vic bnh ng, xy dng vn ha DN.e, V kh nng thng tin: Tng cng kh nng thng tin bng nhiu cch:-Trangbhthngmytnhttcccphngban,omv.Ktni Internet truy cp thng tin v gi c, th trng, i tc nc ngoi...- Qun l ngun thng tin mt cch khoa hc.-Tchcadngnhiuhnhthcthuthpthngtin:hingh,hi tho, hp ni b thng xuyn...*Nhn xt:VichochnhchinlccaCngtyctinhnhkhbibn,bao gm y cc bc ch yu.Ccmc tiu ngnhn,di hnct ra mt cch r rng,hp l ph hp vi l thuyt kim tra mc tiu SMART.Cc chin lc tng th c xy dng hp l, da trn s nm bt nhng c hi ca mitrng kinh doanh,ph hp vic im v giai on pht trin ca Cng ty.3.1.2 Qu trnh thc hin chc nng T chc3.1.2.1C cu t chcT chc b my ca Cng ty c khi qut qua s hnh 3.13.Cng ty c t chc theo c cu trc tuyn -chc nng.Cc phng ban cchuynbitha,cquynhchcnngnhimvvquynhnmtcch rrngtos nngng,chuynmnv tinh thntrchnhimcaotrong tngbphn.Ccnhquntncquynchhuytrctuyn,raquytnhv gimsttrctipivicpdi.Mhnhqunlgnnh,ngin,nng ng.Mhnhtchctheoc cutrctuyn-chcnngcas ccDN Dc trong nc p dng, do c nhng u m sau:-Phnchia nhimv rrng,thch hp vinhnglnhvcc nhnc o to.- Cc c nhn trong mt phng ban c th chuyn mn ha cng vic v d o to trn c s kin thc, s ch bo v kinh nghim ca ngi khc.-Cccngvicdgiithch,ccnhnvinhiurrngccnhimv chuyn mn c giao.- Cc cp qun tn d kim tra cng vic v quy trch nhim.iviCngtyCPDP H Ty,vicp dngc cutchctrctuyn -chc nng l ph hp, do c nhng c im sau:Th nht,Cngty hot ng vi quy m va,chcnngch yu l hot ng SX-KD dc phm.Th hai, phm vi hot ng hp.Th trng tiu th chnh l a bn tnh H Ty.Thba,snphmchinlccaCngtylccmthngOTC,nn khngcsphnhakhchhng(ngitiudngcuicng),Cngtythc hin chin lc phn phi mnh.Do nhng c im trn,Cng ty khng p dng cc c cu t chc khc nh c cutheosn phm,a d,khch hng...m p dngc cu trc tuyn- chc nng lm cho vic qun l d dng, gn nh, gim thiu chi ph qun l.Tuynhin,viquymhotngnhhinnay,Cngtynnthnhlp phngMarketingringnhmhochnh,trinkhaiccchinlcMarketing mt cch hiu qu hn.CMC>QHnh 3.13:C cu t chc Cng ty CPDP H Ty3.1.2.2 C cu nhn lc\ s C h tiu Dc s H khc DSTH, DT, CN dc, TngKTVTH L khc cngNm SL % SL % SL % SL % SL2000 62 9,7 203,1175 27,3 384 59,9 6412001 67 9,4 27 3,8 180 25,4 436 61,4 7102002 72 9,7 35 4,6 185 24,9 452 60,8 7442003 75 9,6 405,1202 25,8 465 59,5 7822004 77 9,6 43 5,4 208 26,0 472 59,0 800ngi Dcs BH khcBIDSTH,KTVTHDT,CND,L khcnmHnh 3.14:Biu c cu nhn lc ca Cng ty (2000-2004)Nhn xt:Tngs lao ng v lao ng cc trnh khc nhau lin tc tngquaccnm,iunyph hp vichinlcm rngSX-KD,ngthi thhins phttrincaCngty.S lngDSHchim9,6%,s cnbc trnhHchim15%,ylmttlkhcaosoviccDNDaphng khc.TlcnbHkhctngmnh,chyulcnhnkinht vTCKT phn b vo b phn kinh doanh v cc ca hng bn bun v bn l trong tnh. S lngdc t,cng nhn dc v lao ng khcchim t l cao nht,y l lc lng lao ng ti cc phn xfng sn xut v cc ca hng dc.Tuy nhin mt hn ch ca Cng ty l s lng cn b c trnh cao nh Thcs, Tins cn rt t (nm 2004 c3Thcs),CxHg tycn c chnhsch, ch thch hp thu ht ngun nhn lc trnh cao.* Tnh hnh sp xp, s dng lao ngS b tr nhn s cc phng ban, n v c th hin qua bng sau:Bng 3.6:B tr nhn s mt s phng ban, n v ca Cng ty nm 2004n v SL DS DS KTV DT CN KT- H Li xe Bo NghH TH Dc TCKT khc v khcPhngTC-HC 27 3 4 16 4Phng KT-TK 7 7Phng KHoch 18 5 3 1 1 7Phng KT-KNo 15 11 2 2B phn Ncu 2 2Phng XNK 14 6 3 2 3T th trng 9 2 3 4Kho Dc phm 19 3 8 2 1 5Phnxng vin 188 21 41 12 33 72 4 5Phn xcmg ng 67 6 10 6 20 23 2C in 11 11Tng 377 56 70 24 61 100 19 5 7 16 20Do c im hot ng ca mnh nn nhn s ca Cng ty tp trung ng b phn sn xut, trong s lng lao ng hai phn xng sn xut l 255 ngi, chim 63,7% lc lng lao ng ton Cng ty. DSH chim s lng ln ccphngban:phngKhoch,phngKthut-Kimnghim,bphn nghin cu, phng XNK ph hp vi chc nng, nhim v ca cc n v ny.S b tr nhn vinvoccphng ban,n v khhp l v s lngv trnh . Nhng cn b ch cht ca tng phng ban u c chuyn mn nghip vsutronglnh vcca mnh.Mic nhncphncngnhim v rrng v chu s qun l trc tip ca trng phng ban, n v mnh.Tuynhinsb trnhnscaCngtycnmts hnch:phngK hochchacnhnvinco tobibntronglnh vckinhdoanh,qun tr DN;t th trng ch gm 9 TDV trong DSH l 2 ngi, b phn nghin cu cn hn ch v s lng.3.1.2.3 Xy dng v pht trin i ng nhn sBanlnhoCngtyhiurrngtpthingCBCiWlscmnh cho em lis pht trincho Cng ty.V vy,Cng ty khng ngng u tvo vic cng c v pht trin ngun nhn lc c v lng v v cht c c mt i ng cn b trnh cao c th nm bt cc cng ngh sx hin i cng nh c kh nng qun l tt.Trncs phntchk hochchinlcSX-KD,d ons binng cathtrng,ktqukhost ngunnhnlcvs xutyucucacc phng ban m Cng ty c k hoch ngun nhn lc c th trong tng nm.*Tuyndnglaong:Tronggiaion2000-2004,Cngtylintc tuyndngthmngilaong,pngnhucumrngSX-KDcamnh. C cu nhn lc ca Cng ty lin tc tng qua cc nm (bng 3.5)Vic tuynchn lclng lao ng ca Cng ty cthc hin theo mt quy trnh thng nht, dn ch v cng khai trn c s cc tiu ch nht nh.Quy trnh tuyn dng lao ng c thc hin theo cc bc sau:*o to v pht trin i ng nhn vin:Mctiucavicthchink hochoto,hunluynvphttrin ngun nhn lc l cungcp cho CBCNV nhng k nng kin thc,nngcao trnh h tr cc chin lc v k hoch kinh doanh.Quy trnh o to cn b cng nhn vin ca Cng ty nh sau:- Trng cc phng ban chc nng- Phng TC-HC- Ban lnh ao - Phng TC-HC- Gim c duyt k hoach- Chuyn gia- Cn b chuyn mnHnh 3.16:S quy trnh o to cn b ca Cng ty41Victrinkhaicng tcotoda trn k hochoto hngnm,v k hochotodihn,ngthics xemxtthngxuyncabanlnh o Cng ty c s iu chnh b xung kp thi theo bin i ca tnh hnh.Cc hnh thc o tao ca Cng tv:- o to tp hun ngn hn do trng i hc, ngnh, Vin Kim nghim v chi cc TCLCL H Ty t chc.- Hi ngh, tham quan, tp hun, hc tp nc ngoi.- Mi chuyn gia trong v ngoi nc n o to ti Cng ty.- T chc o to trong ni b.- T o to thng qua cng vic.Tinh hnh o tao CBCNV ca Cng ty:Cngtytinhnhotovhunluynthngxuvnhngnmcho CBCNVCngtytheocimSX-KDcanv.vkhis x .cngtco tothngtptrungvocclnhvc:Qunlantonsnxut,kthut,th nghimsnxut.Nhucuotothngphtsinhdovicpdngccquy trnhsnxut,cngnghmihaydothngtinphnhicakhchhng,v khikinhdoanh.Cngtyhunluynvquych chuynmnchob phnbn hng,bidngkinthcMarketingchonhnvinphngKhoch,tth trng;tp hun vghichp,s dng ha nchng t theo lut micho nhn vin phng K hoch, K ton, TCHC.Bng 3.7:S lng NV c o to trn tng s nhn vin trong tng b phn (2001-2004)n v:ngiNmSnxutKho KimnghimKthutBnhngTngcng2001 130/222 13/15 8/8 5/5 36/391 192/6412002 160/232 15/15 8/8 5/6 48/395 236/6562003 154/252 16/19 7/9 5/6 90/400 272/6862004 180/255 19/19 9/9 5/6 56/409 269/698Tngs nhn vin c o to tng qua cc nm, v tng mnh trong b phnsnxut.iunylphhpvgiaionnyCngtychtrngthc hin nng cao cht lng tay ngh lao ng, pht trin sn xut.LmtDNlychtlngl tiuch hngu,Cngtypdngch tphunbt bucivitonbnhnvinbphnsnxutvccbphn lin quan vi ni dung hc tp c th theo yu cu ca sn xut, theo tiu chun GMP:Bng 3.8: Mt s ni dung o to bt buc cho nhn vin Cng ty (nm 2004)Chuyn o toB phnSnxutKho KthutKimnghimKhi nim v GMP X X X XQuy trnh v sinh nh xng sx, kho tng X X X XQuy trnh v sinh c nhn, thay trang phc X X X XSOP ni quy cng ty v an ton lao ng X X X XSOP vn hnh, v sinh, bo dng thit b XSOP ch bin trong s x XH s l X XSOP v sn phm mi X XSOP nng cao... X X XCht lng o taoHngnmCngtyutchcthinngbcv kimtra trnhnghip v cho nhn vin. Vic o to v thi tay ngh cho CBCNV c trong lnh vc sn xut v kinh doanh cCng ty quan tm tha ng do vy cht lng ca i ngnylunmbo.Bng3.9chothyrktquthi,kimtralunt kt qu tt, t l t yu cu rt cao, c bit vi khi sn xut.Mt s ch tiu khc phn nh cht lng o to:Bng 3.10: Mt s ch tiu th hin kt qu o toNmCh tiu2000 2001 2002 2003 2004Doanh s hng sx (tr.) 47.750 52.195 68.338 92.579 151.847S nhn vin (ngi) 641 710 744 782 800Nng sut lao ng bnh qun (tr.)74,5 73,5 91,9 118,4 189,8Thu nhp bq ngi/thng(nghn ng)1150 1200 1264 1400 1800T l kim nghim thuc sx t yu cu (%)100 100 100 100 100NhnxtDoanhs,nngsutlaongbnhqun,thunhpbnhqun ngi/thng u tng qua cc nm, t l thuc kim nghim t yu cu lun t 100%.iu ny phn nh phn no cht lngo tochoCBCNV trongCng ty.Tuynhin,cthphthuyscmnhngunnhnlchnna,Cngty nnchtrnghnn vic bidngcc kin thc kinh doanh cho NV cc b phnlin quan,ng thiCng ty nn m rng hnh thco to bng cch toiukinchocccnbchchtihcnngcaotrnhticctrngH, cc c s nghin cu... c nhiu cn b trnh cao nh thc s, tin s...3.1.3 Qu trnh thc hin chc nng Lnh oSaukhihochnhvxcnhccutchc,phnb nhnlcth cc nh qun tr ca Cng ty CPDP H Ty tin hnh cc hot ng lnh o:-Thc hin quyn ch huy v hng dn trin khai cc nhim v.-Thng xuyn n c, ng vin, khuyn khch CBCNV.-Gim st v iu chnh cc hot ng.-Thc y cc hot ng pht trin theo k hoch nh.3.1.3.1Cc phng php lnh o ca cc nh qun tr Cng ty lnh o nhn vin, cc nh qun tr Cng ty s dng kt hp nhiu phng php khc nhau, trong c cc phng php ch yu sau:- Phong php kinh t: nhn vin c th kt hp ng n li ch ca mnh v ca tp th, Cng ty tc ng bng nhng li ch kinh t sau:Thunhpbnhqun/ngi/thngkhngngngtnglnquaccnm,t 1.150.000/nm2000 ln ti1.800.000/hm2004.Cchtrlng,thngcthchinrrng,cngbngtheonnglc vhiuquthchincngvicvtheongchchnhsch.Cngtytr thm lngcho DSTH l17%so vi lng hin hnh,19%i viDSH.i viDSHtrctipsnxuttrthm25.000/ngi/ngycchuynmnloi A,20.000 vichuyn mn loi B vIS.OOO vichuynmn loic.Ngoira nu DSH ng tring ca cn thm 5000/ngy.i vi nhnvin b phn KD,nu hon thnh nhim v c thngt 20-50% lng c bn.i vi nhn vin ai l cc tnh, nu hon thnh mc DS khon s c tr1 thng lng c bn. Nhn vin ca hng bn l trong tnh v cc TDV c thng theo DS sn phm:nu t DS bn i vi mt hng mi, hng thng thng,hng khai thc(theoquy nh)s c thng tng ng l 5%,1,8%, 0,5% DS bn mt hng .Ccbinphp kinht trn tcng r rtn hiuqu cngvicca CBCNV, th hin trn s tng ca cht lng SP, nng sut lao ng, DS bn...- Phng php tc ng vo nhu cu an ton ca ngi lao ng:Duy tr mi tniofng lm vic an ton l mt trong nhng tiu ch hng u ca Cng ty.y, mi trng lm vic c m bo, cng nhn c trang b ybohlaong,thchin nghim tcccnguyn tcphngchycha chy,trongnhngnmquakhngcvchynnoxyra.100%CBCNV c hoc qua Ip an ton lao dng, c ng bo him Vt.v c khmsc kheinhkvhngnm.Cngtytchcchngngphongtroxanhsch p:cc khu tp th v sinh sch s, khu lm vic c vcm hoa cy cnh.- Photig php hnh chnhccs rrngtrongvicqunlvkimsot,nhgimihot ngcamnh,Cngtyxydngvavopdngmtlotccquich cho n nay ngy cng hon thin nh :1.Tha c lao ng tp th.2.I tiu bin ch, ch tiu khon v qui ch tin lofng tin thng.3.Tiu chun thi ua.4.Quy nh c cu t chc sn xut kinh doanh v phn cp qun l.5.Ni quy k lut lao ng v trch nhim vt cht.6.Quych tmthi vtrchnhimvquynhncnhnnvtrong an ton lao ng v v sinh lao ng.7.Thnh lp Hi ng An ton bo h lao ng.8.Quy nh hot ng ca cc im bn l thuc.9.Ni quy bo v an ninh chnh ti, trt t x hi.Vic p dng cc quy ch, cc k lut hnh chnh c tc dng xc lp trt t kcnglmvictronghthng,khuniccphngphplnhokhc li v gii quyt cc vn t ra trong h thng mt cch nhanh chng. N i hi mi nhn vin trongCng ty phi chp hnh nghim ngt, nu vi phms b x l kp thi, thch ng.- Cc phng php gio dc, vn ng, tuyn truyn:Hiuqu cngvicca ngi lao ng cn ph thuc vo tnh t gic v nhittnhlaongcah. CngtyCPDPHTy,banlnholunquan tm su sc n i sng tinh thn, tnh cm ca CBCNV trong ton Cng ty:*Cngtyxcnhmcthamnvphclicangilaong thngqua kin phnnhca CBCNV(idinl tchccngon),v qua cc cuc tip xc, trao i trc tip vi CBCNV,* Mi trng lm vic:- Mi CBCNV c i x theo nguyn tc dn ch bnh ng, cng bng v tn trng.- c to iu kin pht huy ti a quyn lm ch trong cng vic.- C c hi tham gia cc kha o to v pht trin trong tng lai.-MiCBCNVuclnhoCngtychcmngvtngqunhn dp sinh nht.- Mi CBCNV u c Cng ty gip tn tnh v to kiu kin khi gp kh khn, bnh tt an tm cng tc.*NgoiraCngtycntchcnhiuhotngthitthcnhmto khng kh vui v,thni,ng vin tinh thn v tngcngs on kt ni b trong ton Cng ty:-Hotngthngtintuyntruyn:Cngtycbngtin,thngbotin hotngSX-KDhngngyvtinngittvictt.Cngtytchccho CBCNVnghechtnlofngchnhschca ng v NN.Cngty u t trang thitb,phngtinphcvthngtin vsinhhottinhthnchoCBCNVnh: tivi, loa i, amly, nhc c, dng c th thao...-Hot ngvn nghth thao giitr:c trinkhaitch cc v duy tr thngxuyn.Phong tro vn ngh ccn vckt hp trongcct thi ualaongsnxut.T phongtrom lachncccht nhnvn ngh thnhlpnhmcanhckhngchuyn,thamgiahidinaphng. Phong tro th thao hot ng si ni, hu ht cc n v u chi bng chuyn, culng,bngbn nam n...Vo cc ngy l ln hng nmCng ty t chcthi u tranh gii ni b,v giao hu vi cc n v bn.Hng nmCng ty u t chc cc cuc tham quan, ngh mt cho tt c CBCNV.NhnxtCcnhquntrcaCngtysdngkthplnhhot nhiu phng phplnhonhnvin,iunylphhpcthva mbovictha mnnhucungilaongva mbolichchungcho Cngty.TuynhinbanlnhoCngtynnquantmhntinhucu pht trin ca ngi lao ng, nn to iu kin hofn na cho cc cn b c th nng caotrnhticctrngH,trunghc,cccsnghincutheotng chuyn ngnh ca h.BanlnhoCngtyxcnhthngtinlmtyutrtquantrng trong vic iu hnh SX-KD.Qu trnh khai thc v x l thng tin ca Cng ty c th hin qua s sau:Hnh 3.17:H thng thng tin v phn phi ca Cng ty* Phn loi thng tin;Cc thng tin c phn loi ra:- Thng tin v khch hng;nhu cu, th hiu KH, kh nng chi tr ca KH, n t hng, kin ng gp...- Thng tin v th trng:gi c, nh cung ng, i th hay SP cnh tranh.- Thng tin ni b: Phc v ch o, iu hnh SX-KD.-Thngtin khc:Bo,i,truyn hnhvccvnlinquann hot ng SX-KD ca Cng ty.*Cc hnh thc khai thc thng tin:- Thng tin v KH v th trng c Cng ty c bit quan tm v thng xuyncpnhtdinhiuhnhthc.CngtytchcHinghikhchhng thngnin,ylmthnhthcquantrngcththngtintittccc bnhngvhnhnh,vSP,ccch khuynmicaCngtycngnh c ththuthpccthngtintphaKH.Ngoira,vihthngknhphnphi (ccca hng,il)rngkhp cca bntrongtnhvcctnhngoi,cngvitTDV(gm9ngi)bmsttngthtrnglngnghekinphnnh trc tip ca KH th ngun thng tin thu c ca Cng ty l ht sc phong ph.-Thngtinnib:thngtinnibccp nhp thngxuyn,h tr cho vic ch o ca cp trn v cc quyt nh c hiu lc nhanh, Cng ty ccchnhthc:ihicngthngnin,hpgiaobancccpqunl hngtun,hngthng,hngqu,cccuchplykinCBCNV,phihfp chtchvicctchcon thcbit l vitchccngon nm bt v tp hp cc kin ng gp, phn nh ca CBCNV trong ton Cng ty.*Cc cng c h tr qu trnh thng tin ca Cng ty:p ng nhucu thngtin nhanh chng kp thi,lnh oCng ty trangbhthnghsssch,myinthoai ttc ccphnglm vicv my in thoi di ng cho ban lnh o v c nhn gi v tr tr quan trng, my faxtruynvnbnnhanh,hthngmytnhttittcccphngban. Phng XNK, Phng K thut, Phng K hoch ni mng Internet.* X l thng tin:-Vic x l thng tinni b'.Thng tin d liu t cc phng ban,ofn v c tng hp v phn tch h tr cho vic xem xt ra quyt nh kinh doanh, k hp ng kinh t, lp k hoch v iu hnh SX-KD ca ban lnh o. Cc thng tinvsnxutnh: nngsut,chtlngsn phm,mckhuyt ttcasn phmcnhkbocohngtunquacccuchpgiaobanbanlnh o Cng ty c ch o kp thi.- Vic x l thng tin n c thc hin theo quy trnh sau:+ i vi cc vn bn php quy ca Nh nc, ngnh, a phng;vo s sao (copy), lu tr, gi cc a ch lin quan (lnh o, chuyn mn).+iviccthngtinvkhchhng,thtrng:chuynchophngk hoch, t th trng trnh ban lnh o Cng ty.+iviccn th khiu ni,kinngh;voschuyn ticca ch lin quan (lnh o, chuyn vin), xut phng php gii quyt, theo di din bin, tr li nhng noi gi.+ i vi cc thng tin khc; Phng TCHC phn loi cp nht, chuyn cc ni lu tr, x l.- Vic x l thng tin i c thc hin theo quy trnh sau:+ i vi cc bo co, t trnh cp trn do cc phng chc nng son tho, trnh lnh o duyt k, vo s, lu gi v gi i.+ i vi cc hp ng kinh t: Phng k hoch hay t th trng d tho, lnhoxemxtduytk,chuynfaxichobnkhchhng,saugi bn hp ng chnh.+iviccnthkhiuni:Trncsccktquhnhng khc phc gii quyt, phng chc nng lin quan d tho vn bn tr li.* Qun l thng tin d liu:Cng tys dng kt hp hai phng php qun l thng tin v d liu, lphngphptruvnthng:qunlbnggiyt,hsvphngphp hin ai:qun l bng h thng my vi tnh.Ccdliuthngtinclutrdnghsvphnloitheotng chuyncaccnvchcnng.Vd:PhngTCHClugihs CBCNVC,cc cng vn i n, bo cos kt, tng kt...Phng k ton lu tr cchs linquannhchtonlng,ktqu tichnhcaCngty,phng th trng lu tr cc hs v tng khch hng, th trng,i l...Vic t chc qun l thng tin d liu theo tng phng, tng nhmchuyn to iu kin h tr vic khai thctm kim thng tin cn thit phc v cho qu trnh qun l nhanh chng, kp thi.Cng ty v ang thc hin qun l thng tin, d liu bng my tnh bao gmqunlcngvni,n,qunllaongtinlcng,qunlnhns, qun l khch hng,th trng,qun ls liu k ton, ha n xut hng bng mytnh.Gngtynimngccbhthngk ton,nimngInternet truy cp tm kim cc thng tin gi c, nh cung ng, th trfng quc t.NhnxtSoviccDNDckhctrna bn tnh H Tyv mts tnhphaBcthCngtyCPDPHTycthninguvqunl,khai thc thng tin v phn tch d liu.Cng ty c th mnh l ch:- Cng ty thc hin qun l lu tr, cp nht d liu thng tin mt cch khoahc,chthng theochuyn tothun licho khai thcv tm kim thng tin h tr qu trnh ra quyt nh ca nh qun tr.-S dngcngnghthng tintrongvicx lvnbn,lutr d liu, trong vic trao i thng tin.- Ngun thng tin phong ph do c nhiu mi quan h vi khch hng v th trng.Tuynhin,sovinhngyucu thct minysinh:m ca,hinhp kinht ihiCngtycncitinhofnnatrongvickhaithcngunthng tin.Trnc s my tnh hin c,cn pht huymy ch ni mng ni bv nimng Internet nhmthuthpkhaithcthngtintrnmngthngxuyn hofnvkhchhng,thtrng,gic,phplut,phcvchovictraoith in t, k hp ng trn mng, bn hng v thanh ton trn mng.Cn m rng mng li TDV tng cng kh nng khai thc thng tin a bn ngoi tnh.3.1.4 Qu trnh thc hin chc nng Kim traKim tra l mt chc nng c bn trong qu trnh qun tr kinh doanh ca Cng ty v c tin hnh mi cp qun tr:Bng 3.11:Hot ng kim tra ca cc cp qun tr ca Cng tyCc cp qun tr Hot ng kim traHi ng qun tr Kt qu t c so vi nhng mc tiu tng thBan kim sot S sch k ton, ti sn, cc bng tng kt ti chnhGim c-Ph Gim cKim tra ton din:DS, LN, Th phn, cht lng sn phm, vic sdnghiuquccngunlc,nngsutlaong,vicng dng cng ngh mi...Trng cc phng ban, n vKim tra tin trnh v kt qu cng vic ca cfn v mnh H tr gim c kim tra cc lnh vc thuc chc nng ca rnnh3.1.4.1Cc ch tiu kim traTrong qu trnh hot ng ca t chc, chc nng kim tra c thc hin thng xuyn v lin tc.Cc nh qun tr ca Cng ty phn cng cng vic kimtra,vlachnnhng im kim tra thit yu,l nhngimphnnh cphnlnhiuquhotngSX-KDcamnh,cngnhphnnhc mt nhm ln cc b phn cp di. Cc ch tiu kim tra ch yu l:- Cc mc tiu, k hoch ca Cng ty, ca tng lnh vc, b phn.-Ccch tiuv tichnh:ccbocotichnh,bocoktquhot ng kinh doanh, h s kh nng thanh ton n (kh nng thanh ton nhanh, kh nngthanh ton tc thi,kh nng thanh ton ngn hn),hs n cn n,cc ch tiu v c cu tichnh(TSC,TSL, vn chs hu,vn t bsung),ch tiuvnnglchotng(vngquayhngtnkho,vngquayvnlung, hiu sut s dng TSC), chi ph, doanh s, li nhun...- Cc ch tiuv nhn s:c cu,trnh nhn lc,thu nhp bnh qun, nng sut lao ng bnh qun.-Ccch tiuv qutrnhsnxut:baogmccnhnt uvo(lao ng, vt t, tin vn...),cc nhn t sn xut (cng sut my mc, cc thng s kthut,mctiuhaonhinliu,thigianlmvic..),kimtraura(s lng, cht lng, c cu sn phm...)3.1.4.2Cc hnh thc kim traXt theo qu trnh hot ng, Cng ty c cc hnh thc kim tra sau:- Kim tra trc hoat ng, hay cn gi l kim tra lng trc:c tin hnh m bo y cc ngun lc u vo cn thit cho mt hot ng.V d nh kim tras lng,cht lng nguyn ph liu,trnh nhn cng,hot ngca mymc,iu kinmi trng trckhisnxut,kim tra kh nng ti chnh trc khi u t my mc dy chuyn cng ngh...- Kim tra kt qu ca tnggiai oan hoat ng:c tin hnh c th iuchnhkpthitrckhixyra huqunghimtrng.Hnhthckimtra ny c tin hnh thng xuyn trong khu sn xut.Mng li kim sot vin (b phn QC) gim st cht lng nguyn ph liu, bn thnh phm, thnh phm mt cch cht ch ca tng cng on sn xut m bo nguyn tc GMP.-Kimduvt:ccyu t haygiaioncbitca hotng phic phchunhaytha mnnhngiu kin nhtnhtrckhis vn hnhc tip tc.V d cc k hoch khuyn mi xc tin bn hng sn xut do phng k hoch lp u phi c gim c ph duyt trc khi thc hin,-Kim trasau hoat ng:o lng kt qu cuicngca hot ng,xc nhs sai lchso vi tiu chun, k hoch v nguyn nhn dn ns sai lch .HnhthckimtranycpdngtrongmihotngcaCngty, nhngmichtptrungchyutrnccchtiunhlng(nhtlph phm,khilngnguyn vt liu tit kimc,gimchu kthigian,doanh s,linhun...),ccchtiunhtnhchacchtrngkimtra(nh kh nng p ng s tha mn ca khch hng, kh nng loi b sai li...)Xt theo tn sut ca cc cuc kim tra, c cc hnh thc kim tra sau:-Kimtrainhkv:thngtinhnhviccchtiuvtichnh(c thc hin hng thng,qu,nm).y l ch tiu quan trng nht, phn nh trctip hiuquhotngcaCngtynn vickim tra gimst ctin hnh thng xuyn v c bi bn.- Kim tra t xut:dng kim tra ny c tin hnh khi cc nh qun tr caCngtynhncnhngthngtinvs thayicamitrnghocv hot ng.cbit l khi c nhngs thay i hoc kin t pha khch hng hocnhcungcp,Cngtylptcchokimtrangaygiiquytcngvic nhanh chng, gi uy tn trong mt bn hng.-Kim tra lin tuc(gimst thng xuyn trong mi thi im):p dng trongkimtraqutrnhsnxut.mbochtlngsnphm,mbo nguyn tc GMP, Cng ty thnh lp mng li kim sot vin, kim nghim vin b phn QA,QC gim st lin tc iu kin sn xut, mi trng sn xut, kim travicghichphs lvtrongsutqutrnhsnxutnkhithnhphm xut xng.3.1.4.3Hot ng sau kim tra- Nu kim tra pht hin thysai st,Cng ty phn tch nguyn nhn, quy trch nhim v ra gii php khc phc ti chnh nguyn nhn .-Nukimtrathycngvicthocvtyucu,Cngtytinhnh khen thng bng vt cht hoc tinh thn khuyn khch NV tip tc pht huy.-iviccdngkimtra gimstthngxuyn,mcchchyul un nn,thcynhn vin lmvicctrch nhimv mbomi khu, mi cp tin cng vic u t yu cu.Nhn xt:Hot ng kim tra ca Cng ty c tin hnh thng xuyn, ngbvkhtondin,phhpvicimhotngcaCngty.C cutchcrrngmbochovickimtractinhnhthunlivd quytrchnhim.Cchnhthckimtra phongphvchiuqu.Tuynhin mthnch caCngtytrongvicthchinchcnngkimtralmich quantmnccchtiunhlngmchaquantmytimts ch tiunhtnhquantrng.ycnglhnch chungcaphnlnccdoanh nghip VN, c th do nguyn nhn hn ch v thi gian, ngun lc v kinh ph,3.2Phntchvnhgimts chtiuphnnhktqucahotng qun tr ti Cng ty CPDP H Ty giai on 2000-2004 (Output)Ttc ccchtiu v ktqu hot ngSX-KDca doanh nghip ul thcophnnhmtphnhiuqucacngtcquntrdoanhnghip.Doiu kin thigianv thct,kha lun ch tp trungphn tchmts chtiu ktququantrngnhtthhintrn2mctiu:mctiukinht v mctiu phc v nhu cu thuc ca nhn dn.3.2.1KtquthchinccchinlckinhdoanhcaCngtyCPDPH Ty giai on 2000-20043.2.1.1 Chin Ic tng th*Chin lc m rng sn xut v kinh doanhT nm1999 Cng ty lin tc u t m rng nh xng, trang thit b p ng yu cu qun l cht lng GMP-Asean, ng thi nng cngsut t 25,0triuvin/nm1999ln1.200triuvin/nm2004,Ngoimthngthuc vin truyn thng, Cng ty ch trng pht trin thm cc mt hng mi nh hng ng dc, vin nang mm, vin si bt.Mng li bn thuc khng ngng m rng c bit l h thng cc im bn l nhm tng lng sn phm phn phi trc tip ti ngi tiu dngBng 3.12:Pht trin mng li bn thuc ca Cng ty (1999-2004)Ch1999 2000 2001 2002 2003 2004Tng s quy 325 355 375 390 411 415Quy bn bun1616 16 16 16 16Quy bn l 309339 359 374 395 3991999 2000 2001 2002 20032004HQuybn buc Q Quybn l sTngs quyH thng i l ca Cng ty cng tng v s lng, trc nm 2000 Cng ty c t i l ti3tnh,n nm 2004 Cng ty c i l 15tnh thnh trong c nc(10 tnh min Bc,3tnh min Trung, 2 tnh min Nam).Bng cch m rng thm hthng bn hng,thtrngca Cng ty mi nm cngvofn rng, t ch ch yu l th trng trong tnh nay hng ha ca Cng ty c mt trn 64 tnh thnh trong c nc,(hnh 3.19)Hnh 3.19:Biu biu din th trng v cc i l thuc ca Hataphar phn b theo a l (nm 1999,2004)*Chin lc u t mnh pht trin sn xutylchinlcchocaCngty,utphttrinsnxutcho nng sut cao SP cht lng tt, gi thnh h to nn u th cnh tranh ca mnh, m rngthtrngtrongncvhngrathtrngquct.Chinlcny cng ph hp hn trong xu th hi nhp v m ca ca nc ta hin nay, hng ha sc cnh tranh vi cc nh sn xut trong nc v trong khu vc.T nm1999,Cngtylintcut m rngnhxng,hiniha trangthitb.Cngsuttngt250triuvin/1999ln1.200triuvin/2004. c bit cng ty c cp giy chng nhn Thc hnh tt phng kim nghim thuc (GLP), Thc hnh tt sn xut thuc (GMP) cho cc dy chuynSX dng thuc:Vin nn khng bao, vin bao phim, vin bao ng, vin nang cng, vin nangmm,thucbtvthuccm.Hinnaycngtyvangtiptcxy dngccdychuynGMPchoccdngthuckhc:thucvinvthuctim btCephalosporinmanglihiuqu iu tr v linhuncao,thucm,thuc tramt,nhmi;ngthiphthuylith cnhtranhthngquavicut nghincuavosnxutccmthngcngnghcaonh vinnangmm thuc b, thuc si bt.Cng ty CPDP H Ty v ang trang b h thng my mc hin i ca ccncM,c,HnQuc,n,i Loan...nh mydp vin,mynho trnsiutc,mypv,mysytngsi,myngnangtng,mybao phim t ng,c bit l dn mysn xut vin nang mm nhp t Hn Quc... Cctrangthitbphcvchocngtckimtrachtlngthucnh:my quangpht ngoi,myscklnghiunngcao,myth tanr,ha tan, myo PH...m bo cho vic kim tra ton b cc nguyn liu sn xut v thnh phm thuc sau khi sn xut a ra th trng.Bng 3.13:Tr gi u t trang thit b, nh xng caCng ty(1999-2004) Lvi lnh: Ti dngNm 1999 2000 2001 2002 2003 2004Tr gi utCSVC 3,5 5,5 8,8 6,3 3,4 51999 2000 2001 2002 2003 2004nmHnh 3.20:Biu biu din tr gi u t trang thit b, nh xng ca Cng ty (1999 -2004)*Chin lc tng cng lin doanh lin kt vi cc i tcadnghacchnhthckinhdoanhvtndngtiacclith camnh,CngtyCPDPHTythchinchinlctngcnglindoanh lin kt vd cc i tc trong v ngoi nc.GiaionnyCngtychtrngtngcngsnxuttheont hngcacccngtyDctrongnc.Ccmthngctsnxutkh phongph,baogmchngOTCvthuckcfn.ylmtchinlcrt phhp,manglihiuqucaovs lngsnphmcamtlhngthng ln,Icdnhuncao.T nm 2002-2004 cc mt hngsn xut theo n t hng ca Cngty tng t 30->50SP,chim khong20%danhmc hngsn xut caCngtynhngccmthngnycdoanhschimti30-50%doanhs hng sn xut.xydngv thc hin tt chinlc ny,Cngty pht huy nhng im mnh ca mnh, l i ng nhn vin c kh nng nghin cu sn phm, nng lcsn xut mnh, trnh cng ngh k thut p ng yu cu, bn cnh trsCngty gnthnnvicgiaodchthuntin.Vvys lng hng t s xlin tc tng, Cng ty ngy cng to c uy tn vi cc i tc.Mthnh thc lin doanh lin kt khc l Cng ty hp tc vi cc cng ty ncngoitronghotngsnxutnhngquyn,snxutnhngquyn tclccCngtytrongncchthchinnhimvsnxuttheocngngh quy trnh k thut c bn giao bi Cng ty nc ngoi, cn vic phn phi vn doitcncngoithchin.HinCngtyc4mt hngsnxut nhng quyncacchng:Pharvitol(Amphar-M),Tubaton(ThiLan),Lykamox 500mg v 250mg (Lyka-i ).3.2.1.2Cc chin lc Marketng ch yu*Chin lc sn phmChimkhong88%trongdanhmcsnphm,ccmthngOTCv khngsinhvnlsnphmchinlccaCngtytronggiaionny.Cc snphmchlclvitamin,thucb,thuccmcm,hnhit,gimau, khngsinh...Mt hngOTC c cc u im:dsn xut,u t thp,bn t do, chi ph cho cc hot ng xc tin nh, th trng tiu th ln, khch hng ng vadng.Tuynhinviscnhtranhmnhvlinhunthpsovikinh doanhccmthngchuynkhoa,Cngtynnxemxtvictngsnxutv phn phi cc mt hng chuyn khoa. p ng ngy cng tt hn nhu cu ngi tiu dng ng thi tng cc ch tiu v DS, LN, chim lnh th trng ca mnh, Cng ty thc hin chin lc phttrinsnphmtheochiurng.DanhmcsnphmcaCngtykh phong ph, bao gm13 nhm thuc tong ng vi 230 sn phm.Bng 3.14:Danh mc sn phm ca Cng ty CPDP H Ty nm 2004STT Nhm chng loi SlngSTT Nhm chng loi Slng1. Khng sinh 25 8. Thuc tim mch - HA 32. Vitamin -thuc b 60 9. Thuc tim 53. H nhit -Gim au 32 10. Thuc nh mt-nh mi 124. ng dc 30 11. Thuc kem -m 135. ng rut -d dy 5 12. Thuc bt 106. Thuc ho -d ng 12 13. Thuc khc 157. Thn kinh -an thn 8Tng s sn phm 230So vi cc nm trc, nm 2004 a s cc chng loi thuc u tng v s lngmt hng, nht l khngsinh, thuc ng dc,Vitamin v thuc b(bao gm c vin nangmm thuc b).Mt hng thuc timgim mnh(13SP/2000 -> 5SP/2004)do ch trofng ca Cng ty:gim dnsnxut thuc tim do cha c dy chuyn sn xut thuc tim t GMP.TronggiaionnyCngtycnthchinchinlcphttrinsn phmtheochiusungthidnuvcngnghvivicutdy chuynsnxut vinnangmm ca HnQucvo nm2001(trgi khong3 tng),lmphongphthmdngboch,citin hnhthcvin thuc,hp dnngi tiu dng hn.Cng tyCPDP H Ty l DN Dcu tinca min Bcmnhdnut dychuynsnxut vinnangmmv hincnglDN pht huy hiu qu tt nht t dy chuyn ny.Vi nhng u im ca dng bo chvinnangmm,ngthivivicdnuvcngngh,scnhtranh thp,thtrngsnc(trcylthtrcmgcahngnhpkhu,nhngdo Nhnccchnhschbohnnsxtrongncnnhngnhpkhu gim)...nn chin lc ny mang li hiu qu kinh doanh cao.Mtchinlcquantrngtrongchnhschsnphmcacngtyl chin lc p dng cc mu m bao b sn phm quen thuc.Chin lc ny gip DN tit kim c chi ph nghin cu, chi ph qung co tip th, qua githnhh,SP tocmgicquen thucnhanhchngchimcthtrngv khchhng.Chnhvnhnguimtrnmchinlcnyhincnhiu DN Dc trong nc p dng.Bng 3.15: Mt s mt hng bt chc ca Cng tySTT Tn sn phm Mt hng nhi -Nh sx Hot cht1. Hatacan Tanakan-Beaufour Ipsen Ginko biloba2. Trimeseptol Biseptol -Ba Lan Sulfamethoxazol,Trimethoprim3. Hadozyl Rodogyl -Php Spiramycin,Metronidazol4. Hadojatox Najatox -Mekophar Nc rn h mang kh..5. Hatamintox Helmintox -Php Pyrantel palmoatNmbtcxuhngngitiudngthchquaytr liviccthuc c ngun gcdcliu,Cng ty thc hin chin lcnghincusn xut cc sn phm c ngun gc t Dc liu.Hin nay trong c cu hngsn xut ca Cng ty, t l thuc ng dc chim13% vi 30 sn phm, doanh s mt hng nylintctngquaccnm,trongcccsnphmtdoanhs caonh B gan tiu c,situsen, vin ngm bc h, vin ngm nhnsm tam tht...Hin ti chin lc ny c Cng ty tip tc y mnh trong thcd gian ti.*Chin lc giMttrongnhngchinlcchoahnghacaCngtyckh nngcnhtranhtrnthtrnglchinlcnhgithpchonhngmt hng sn xut.Gi c cnh tranh l mt yu t ht sc quan trng, nht l trong trnghpsnphmchinlclhngOTC,dsnxutnnbcnhtranh mnh.PhngchmcaCngtylbnsnphmchtlngttgiccanh tranh,cbit i vinhngchng loi hngca Cngtyc li th cnh tranh nh thuc b nang mm, hng cm cm, khng sinh v.v...Cng ty da vo im mnhvnnglcsnxutcamymcvnhncngngthikhaithc ngunnguynphliugircthtorasnphmgithnhh,png nhu cu ca KH mc tiu l i b phn ngi dn c mc thu nhp trung bnh.Tn hot Tn Cng ty sx Quy cch Gi bn/ ss gi bn vicht thuc ng gi vin () Ha Ty%)Paracetamol, Pasepan H Ty v/lOvin 42 100,0Cafein, Cao Sedapa XNDPTW2 v/lOvin 45 107 Jv sa Secopan Thanh Ha v/lOvin 43 102,4Alverin Harin H Ty Chai/ 67 100,0Alverin Bn Tre lOOvin 70 104,5cbitlsosnhmtssnphmcaCngtynh:Hadocolcen, Trimeseptol,Hadomin,Pyracetam,Hatacan,Phamargel,Mebendazol...vicc sn phm ngoi tng t, gi hp l ngha l ch bng khong 25%:Bng 3.17:So snh gi bn mt s sn phm ca Cng ty CPDP H Ty vicc sn phm ca nc ngoiTn hot cht Tn thuc Cng ty Quy cch Gi bn/ ss gi bn visx ng gi vin () H Ty (ln)Paracetamol, Hadocolcen H Ty v/20vin 70 1Clopheniramin Decolgen Philipin 750 10,7Paracetamol Fahado H Ty v/lOvin 60 1Panadol Philipin 700 11,7Mebendazol Mebendazol H Ty v/1vin 1000 1Fugaca Thi Lan 10.000 10MtchinlcvgikhccCngtyutinpdng,lchin lcmtgi.Cngtylungi mtmcginnh,tthayiquaccnm. ChinlcnygipCngtyduytrcuytntrongkhchhng,ngthi gip cho vic nh gi v qun l gi d dng.Trongnhngnmvaqua,mcdmtsloinguynliunhpkhu tnggi nhnggi bn thnh phm ca Cng ty vn khng tng,v d:Nguyn liu Paracetamol tngdn t1,86USD/kg ln 2,4 USD/kg nhng gi thnh vin Thn kinhD3cchathnhphnchnh lParacetamol200mgvn khngthay i gi t nm 2000 n nay l 28/vin,* Chin lc phn phiCngtyCPDP HTycknh phn phi a dng,t knhcp khng nknhcpbambotnhlinhhotcaqutrnhcungngthuc,(hnh 3.21)Hnh 3.21:S H thng phn phi sn phm ca HatapharChin lccaCngtyl phn phi rng,lmch th trngtrong tnh v m rng dn th trcmg ra tnh ngoi.Trn a bn tnh, Cng ty c h thng 16 ca hng bn bun v gn 4Q cahngbnlpngphnlnnhucuthuccangidn,ngthi ngun thng tin v th trng v KH thu c cng rt phong ph. cca phngkhc,Cngty phn phi mnhthng quatrung gian l cc Cng ty Dc cc tnh, Cng ty TNHH, cc nh thuc bn bun v bn l. Sn phm ca Cng ty c mt tt c 64 tnh thnh trong c nc.cthkhaithchnnathtrngcctnhngoi,Cngtykhng ngngm rng mng li i l trn tonquc.n nm 2004,Cng ty c i l ti15 tnh thnh.Tuy nhin mt hn ch iong knh phn phi ca Cng ty l:do khng c i ng TDVbnh vin nn hu ht ccmt hngchuyn khoa cphn phi bimtsCngtykhc.VdnhHataszen(Trimetazidin),Hamistyl (Loratadin)doChinhnhcngtyCPDVTYTPhThphnphi,Spaminol (Ploroglucinol) do Cng ty VTA Medipharm phn phi,*Chin lc xc tin v h tr kinh doanhCchotngxctintp trungvo nhmhngsnxut.Cchnhthc xc tin cha phong ph, ch yu l hot ng qung co v xc tin bn.-Qungco:Cngtytinhnhchyuhnhthcqungcotrnbo chnh ccbo:Sc khev isng,Thucvsc khe,Gia nh v x hi, boNhndn...Cngtykhngutmnhvoqungcotrntruynhnh, hnh thcqungco nych thng c p dngi vi nhngsn phm mi, vCngtythngchncciTHaphng(HTy,NinhBnh,Thanh Ha...)nhmgimchiphsoviqungcotrntruynhnhTW,ngthi nhng a phng ny l nhng th trrng tiu th ln ca Cng ty.- Xc tin bn:Cng ty p dng cc hnh thc sau:+iviccilbnhngcaCngty,Cngtykthphnhthc thng theo doanh s vi khuyn khch thanh ton nhanh:ty theo doanh s (nptin)nunhhofn50triung,mcchichitkhul1%,t50n trn 400 triu ngccc mc chichit khu l1,5%n 5%.Ch p dng vd s d n cui thng thp hn s tin chuyn v.+Qubiu,tngphm,phiuthng:trongcctkhuynmi,cc KH ln u c nhn qu biu v phiu thng.* Nhn xt:Ccchinlctngthcthchinrttt,cnghtrnhauhon thnh cc mc tiu ra.ChinlcMarketing-mixcCngtypdngkhnhunnhuynv linh hot, h tr cho vic thc hin cc chin lc tng th.Trong chin lc sn phmltrung tm,ccchin lccn licng htr v pht huy to nn hiu qu kinhdoanhcao.TuynhinCng tynn m rng knh phnphi hngchuynkhoa,ymnh hn na chin lcxctin v htr kinh doanh cng nh u t hn vo vic qung b thomg hiu ca Cng ty.3.2.2 Doanh s, li nhuny l nhng ch tiu quan trng nh gi hot ng SX-KD ca doanh nghip v n phn no th hin c hiu qu kinh doanh, th phn, uy tn v kh nng cnh tranh ca doanh nghip.Bng 3.18:Tnh hnh thc hin k hoch doanh s, li nhun caCng ty (2000-2004)Ch tiu Nm^\Tng doanh s Doanh s hng sxKhoachThchinTH/KH (%) KhoachThchinTH/KH (%)2000 170.000 180.500 106,2 45.000 47.750 106,12001 230.000 233.550 101,5 50.000 52.195 104,42002 150.000 165.809 110,5 65.000 68.338 105,12003 180.000 197.238 109,6 90.000 92.579 102,92004 220.000 244.250 111,0 130.000 151.847 116,8Nhn xt:Qua bng trn ta thy, Cng ty lun hon thnh k hoch doanh thu v li nhun ra vi mc thc hin t t 101% n116%so vi k hoch. iu ny chng t vic lp k hoch ca Cng ty c thc hin kh tt,cc k hochcaralthct,phhpvikhnngSX-KDcaCngtycng nh mc tiu th ca th trcmg.tr.mTng DT HDThngSX2000 2001 2002 2003 2004nmHnh 3.22:Biu biu din tng doanh thu v doanh thu hng sn xutca Cng ty giai on 2000-2004Nhnxt:Quabngvbiuchothy,tngdoanhthucaCngty trong5nm2000-2004cs tnggimkhcnhau,nhngdoanhthu hngsn xut lin tc tng.Nm 2002 tng doanh thu gim v doanh thu hng nhp khu gim.Doanh thu hng sn xut lin tc tng qua cc nm v tng mnh vo nm 2004(151.847tr.),chngtchinlcmrngSX-KDvchinlcpht trin mnh sn xut ca Cng ty c thc hin tt.Bng 3.19:Li nhun ca Cng ty t nm 2000-2004STT ctie 2000 2001 2002 2003 20041 Li nhun (tr.) 1.600 1.800 2.100 2.200 8.5002 Tng trng lin hon (%) 100 113 117 105 3863 Tng trng so vd nm 2000 (%) 100 113 131 138 531tr.9000-180007000a6000ipl500040003000200010000-ELinhun20002001200220032004Hnh 3.23:Biu biu din li nhun ca Cng ty (2000-2004)Nhnxt:Li nhun lin tctngqua cc nm v tngt bin vonm 2004(tng531%sovinm2000).iunychngtCngtyangidng hng,ccchinlcaral phhp.T nm2001n2003mcdc min v gim thu do CPH nhng li nhun tng khng nhiu. n nm 2004 c s tngtbinvlinhunbdvychnhlthi immccchinlc knh doanh ca Cng ty pht huy hiu qu ti a:-V khch hng:ngoi vicduy tr cc KH truyn thng,Cng ty cn c thmmtlnglnKHlindoanhlinktviCngtyquacchnhthcthngsn xut,sn xut nhng quyn v lc ny Cng ty to cs tin cy trong mt bn hng.-Vthtrng:cngvivickhaithctiathtrngtrongtnh,nm 2004thtrngngoitnhcngcm rng(hthngilcaCngty tng ln15i l).- S tng mnh v sn lng hng ha:i i vi vic tng lng KH l s tngtrngcas x (tngmnhvs x vinnangmm,Khngsinhnhmp- Lactam,s xnhngquyn,s xtheo n t hng).So vi nm2003,sn lng vin nang mm tng hn 40 triu vin.-Stngvhiuquhngha:ccmthngvinnangmm,hngt snxut,hngs x nhngquynmanglilinhuncao.(Nm2003Cngty ch c1 mt hng s xnhng quyn, nhng nm 2004 tng ln ti 4 mt hng).-Bncnhcnmtsnguynnhnkhcnhchiphutcsvc nm 2004 gim, gi sn ca khng sinh nhm |3-Lactam tng ln...3.2.3 Mng li phc vL mt DNDth ngoimctiulinhun,vicm bocung ngthuc y,kpthi,chtlngphcvnhucuCSSKcanhndncnglmc tiu c bit quan trng. nh gi hiu qu phc v ca mng li bn thuc trnabntnhHTy,lunvnkhostccchtiu:s dnmtimbn thuc phc v, din tch v bn knh phc v ca mt im bn thuc.Bng 3.20:Mng li phc v bn thuc ca Cng ty t nm 2000-2004NmCh2000 2001 2002 2003 2004S im bn thuc/tnh H Ty 355 375 390 411 415Dn s tnh H Ty (nghn ngi) 2414 2432 2452 2479 2503Din tch tnh H Ty (km^) 2190,6 2190,6 2190,6 2190,6 2190,6Sdnmtimbnphcv (ngi)6800 6485 6287 6031 6031Dintchphcvca1im bn thuc (km^)6,17 5,84 5,61 5,33 5,27Bnknhphcvca1im bn thuc (km)1,4 1,36 1,33 1,30 1,29nm2004PtHH.">1; /- ;'ft4 :Sff-'.-i:-ir,_25I1*'1........' i - f ei^j^^^^^^sillMiSiiSli^ BK phc v/1 im bnkm1.25!1.31.351.4Hnh 3.24:Biu biu din bn knh trung bnh mt im bn thucca Cng ty phc v (2000-2004)TbngvbiutathyccchtiuSdn,dintch,bnknhmt imbnthucphcvucxuhnggimquaccnm2000-2004,iu ny chng t nhim v cung ng thucy ,kp thi cho nhn dn trong tnh ngy cng cCng ty thc hin tt hn, mng li cung ng thuc ngy cng cm rng.Tuy nhin,ccchtiu nh s dntrungbnh1 imbn thuc phcvnm2004l6031ngi,dintchphcv/1imbnnm2004l 5,27km^ vncnl ln.Cng tynnm rngmnglicungngthuctrong tnhcngnh a bnccngoitnh,gp phnphcvtt hncngtcCSSK cho nhn dn.* S tm tt qu trnh qun tri kinh doanh ca Cng tvQutrnhquntrkinhdoanhcaCngty(giaion2000-2004)c tm tt qua s sau:PHN 4:KT LUN, KIN NGH V XUTQuakhost,phntchvs bnhgiqutrnhquntrkinhdoanh caCngtyCPDPHTygiaion2000-2004,khalunaramtskt lun sau:V qu trnh thc hin chc nng Hoch nhCc nh qun tr ca Cng ty tin hnh hoch nh chin lc mt cch kh bi bn, bao gm y cc bc ch yu. Cc mc tiu v chin lc c xydng hcfp lda trns phn tchsusc nhngnh hng ca mi trng bn ngoiv nhngimmnh,imyuca tchc.Ccmctiut ra u cth,stthct,ctholngvc k hochthigianrrng.Ccchin lcaralphhp,tonnmthngingnchoCngtytronggiai on ny.V qu trnh thc hin chc nng T chc V c cu t chc,Cng ty hot ng theo m hnh cng ty c phn theo kiu trc tuyn-chc nng.B my t chc gn nh, nng ng v ph hp.Cc phng ban,ofn v c phn r chc nng, nhim v c th.Tuy nhin Cng ty chathnhlpphngMarketingring,ccchinlcMarketingvndophng K hoch m nhim, Ngunnhnlctngiln,t600-800ngi.Tlcnbctrnh chuyn mn nghip v l kh cao,chim15%.S b tr,s dng lao ng l hp l.Vicxy dng v pht trin i ng nhns c ban lnh oCng ty quan tmv thchintt.Tuy nhins lngcn bctrnhcao ca Cng ty(thcs,tins)cnrtthp,tronglclngcnbchchtcabphn kinhdoanhcnthiunhngnhnvincotochuynsuvkinht, marketing, th trcmg...V qu trnh thc hin chc nng Lnh o V phng php lnh o:Ban lnh o Cng ty s dng kt hp linh hotnhiuphngphplnhokhcnhau,tohiuqucaotronghotng lnh ao. v vai tr ca h thng thng tin:Kh nng qun l, khai thc thng tin v phn tch d liu ca Cng ty l kh mnh, phc v tt cho cng tc lnh o cngnhtonbhotngquntr.Ngunthngtinphongphdocnhiu mi quan h vi khch hng v th trng.Tuy nhin,Cng ty cha c h thng mychnimngnibvnimngInternet,mnglitrnhdcvin cn nh hp... nn hn ch phn no kh nng khai thc thng tin ca mnh.V qu trnh thc hin chc nng Kim traHot ng kim tra ca Cng ty c tin hnh thng xuyn, ng b v kh ton din, ph hp vi c im hot ng ca Cng ty.Cc hnh thc kim tra phong ph v hiu qu. Tuy nhin Cng ty mi ch quan tm n cc ch tiu kim tra nhlngmcha quan tmy timts chtiu kim tra nh tnh quan trng.V kt qu ca hot ng sn xut v kinh doanh-V kt qu thc hin cc chin lc kinh doanh ".+ Chin lc tng th:Cc chin lc tng th c thc hin rt tt, cng h tr nhau hon thnh cc mc tiu ra.Sn xut cm rng v quym v hini ha v cng ngh.S tng vcngsut,s lngvchtlngsn phm,vicxydngvavohot ng3dychuynsnxuttGMP-Asean,phngkimnghimthuct GLP-Aseanl nhng kt qu nibt nht trong hot ngsn xut ca Cng ty giai on ny.Knh phn phi cm rng v pht trin.S lngccca hng trong tnhvcciltnhngoikhngngngtngln.(Nm2004Cngtyc 415 ca hng v15i l thuc).Hotngsnxuttheonthng,snxutnhngquynmangli doanh s ln, li nhun cao.+Ccchin lcMarketing:cCng tys dng kh nhun nhuyn v linh hot.Chinlcsn phm gi vai tr trung tm,cbit l vi vic u t dychuyn cng ngh cao vosn xut vin nang mm,vinsi bt em li thnh cng...Tuy nhin ccmt hngchuyn khoa cha cCng tych trng nghin cu sn xut ng thi i ng TDV phn phi mt hng ny cn hn ch vs lng.Bn cnh cc chin lc trong chnhsch xc tin v h trkinhdoanh cha cp dngmt cch phong ph,vicqungb thng hiu ca Cng ty cha c quan tm y .-Ccch tiudoanhs,linhun:Trong5nm2000-2004,Cngty lunt mctiu vdoanhs,li nhun.Li nhun u tngqua cc nm,c bit tngmnh vo nm 2004(8,5t ng), th hins pht trin v mt hng i ng n trong giai on ny.- Mng li cung ng thuc:ngy cng m rng v pht trin,gp phn phc v tt hn cng tc CSSK cho nhn dn.*T nhng kt lun trn cho thy qu trnh qun tr kinh doanh ca Cng tyCPDPHTy(tinhnhtheo4chcnngHochnh,Tchc,Lnho, Kimtra)cthchinkhtt,xngngvinnglc,tmvccamt doanh nghip Dc u ngnh ca tnh H Ty.*Nh vy ti tin hnh phn tch v s b nh gi qu trnh qun tr kinh doanhca Cng tyCPDP H Ty giai on 2000-2004,gii quyt c cc mc tiu ca ti.4.2 Kin nghi, xut^ i vi Nh nc:- Nh nc v B Y T nn c cc chnh sch v bin php h tr o to, nng cao nng lc qun l cho cc doanh nghip Dc, tng cng m cc kha otongnngyvqun trikinhdoanhcholnhovccnhquntrcp doanh nghip ca cc doanh nghip Dc trong nc.- Nh ncv BY T nn c cc chnhsch v bin php h tr v vn v cng ngh cho cc doanh nghip Dc trong nc hng ha c cht lng tt, gi hp l, nng cao nng lc cnh tranh ca thuc ni.- Nh nc v B Y T cn gip cc doanh nghip Dc trong vic tm kim th trngtiu thti nc ngoi,m ra mt hngimicho cc doanh nghip Dc Vit Nam trong xu th hi nhp kinh t quc t hin nay.s.i vi Cng ty CPDP H Ty:-Cng tynn m cc kha bi dng kin thc v qun tr hc v nhng kin thc mi v kinh t, th trng cho i ng cc nh qun tr ca Cng ty.- V hoch nh chin lc:+ Cng ty nn phn tch su hn nh hng ca mi trng tc nghip n hot ngsn xut-kinh doanh ca mnh,c bit l mi quan h3C (Cng ty- Khchhng-ithcnhtranh)cnhngchnhschchinlcphhp nht.+ Cng ty cn c chnh sch thc y xut khu hng ha (c bit l vic tm kim ccitc nc ngoi tiu thsn phm),ha mnh vixu th hi nhp kinh t hin nay.+CcchinlctrongMarketing-mixcncsdnglinhhotv phongphhn.Trongchnhschsnphmcnchtrnghnvonghincu snxuthngchuynkhoacungngyhnchongibnh.M rng mnglitrnhdcvinnhmkhaithctthnthtrngcahngchuyn khoa.CnutvchtrngvicqungbthnghiucaCngty,tng cngvm rngcchnhthchotngxctinvhtr kinhdoanhnh tuyntruynqungco,titrchocchitho,hinghkhoahc,cchot ng PR...-Vtchc:Cngtynnthnhlp phngMarketingccchinlc Marketing c hoch nh v trin khai c hiuqu hn.Cng ty cn m rng hnh thc o to nng cao trnh , t chc thng xuyn cc lp hc bi dng kinthcvkinhdoanh,marketing,thtrngchonhnvinccbphnlin quancngnhtuyndngthmnhngnhnvincchuynmnnghipv trong lnh vc ny.-Vlnho:Cngtycntiptcphthuyccphngphplnho hinti,bncnhCngtynnchnvicthamnnhucuphttrin cangilaong,nncchnhschtoiukinchocccnbnngcao trnh ti cc c s hc tp, nghin cu.- V kim tra: nng cao hiu qu hot ng hn na,Cng ty cn ch trng ti vic kim tra ton din, c bit l kim tra mt s ch tiu v phn tch th trng nh s hi lng ca khch hng v sn phm, dch v ca Cng ty, u nhc im ca sn phm cnh tranh, cc ch tiu kim tra s nng ng ca i ng nhn vin, hiu qu ca hot ng Marketing...TILiU THAMKHO1.Trn Th Lan Anh (2003), Nghin cu v phn tch hot ng knh doanh ca cng ty dc phm H Ty thng qua mt s ch tu knh t t nm 1996- 2000, Lun vn thc s Dc hc.2.B mn Qun l v kinh t Dc (2003), Gio trnh Qun l kinh t Dc, Trng i hc Dc H Ni.3.Trn Kim Dung (2003), Qun tr ngun nhn lc, Nh xut bn Thng k.4.Nguyn Thnh , Nguyn Ngc Huyn (2002), Gio trnh Chin lc kinh doanh v pht trin doanh nghip, Trng i hc Kinh t quc dn H Ni.5.Gio trnh Qun tr hc, i hc Kinh t quc dn H Ni, Nh xut bn Ti Chnh H Ni.6.Gio trnh Qun tr doanh nghip, i hc Kinh t quc dn H Ni, Nh xut bn Thng K.7.Gio trnh Marketing cn bn, i hc Kinh t quc dn H Ni.8.Nguyn Th Thi Hng, Xun Thng (2004), D tho Gio trnh Qun tr hc i cng, Trng i hc Dc H Ni.9.Nguyn Th Thi Hng, L Vit Hng (2001), Qun tr nghip v Dc,Gio trnh sau i hc, Trng i hc Dc H Ni.10.Nguyn Th Thi Hng, L Vit Hng (2001), Phn tch hot ng kinh doanh, th trng v chin lc knh doanh ca doanh nghip Dc, Gio trnh sau i hc, Trng i hc Dc H Ni.11.Nguyn Th Thi Hng, Khng c Mnh (2001), Marketing - Marketing dc, B mn Qun l v Kinh t Dc, H Dc H Ni.12.Dng Hu Hnh, Qun tr doanh nghip, Nh xut bn Thng K.13.Harold Koontz, Cyril Odonnell, Heinz Weihrich (1998), Nhng vn ct yu ca qun l, Nh xut bn Khoa hc v k thut.14.L Vn Tm (2001), Gio trnh Qun tr chin lc, i hc Kinh t quc dn H Ni.15.Tng cc thng k, Thc trng Doanh nghip qua kt qu iu tra nm 2001y2002,2003, Tng cc Thng K, Nh xut bn Thng K.16.Tng cc Thng k, Kinh t- XH Vit Nam 3 nm 2001-2003, Nh xut bn Thng k.17.Thomas J. Robbins, Wayne D. Morrison (1998), Qun l v k thut qun l, Nh xut bn Giao thng vn ti.18.Trn Vn Trn, Bi Anh Tun, ng Hng Thy, Phan Thy Chi (2000), cm nang Khi s kinh doanh v qun tr doanh nghip, Nh xut bn i hc Quc Gia H Ni.19.Trung tm Thng tin & d bo kinh t-x hi quc gia, B K hoch v u t nh gi v tnh hnh kinh t-x hi, Chuyn phc v lnh o s 4 (2004).20.Trung tm Thng tin & d bo kinh t-x hi quc gia, B K hoch v u t, Tun tin kinh t x hi, s 6.21.http://www.quickmba.com/strategy/swot22.http://www.wlc.info/winter05POLC.htm23.http://software.isixsigma.eom/dictionary/S.M.A.R.T.-112.htm24.http://comp9.psych.comell.edu/Darlington/factor.htm