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1
MC LC
LI MU ...................................................................................... 1
Chng I: THC TRNG HOT NG MARKETING HN HP CHO SN
PHM O SMI NAM CA CNG TY C PHN MAY 10 TRN TH
TRNG VIT NAM ........................................................................................ 41.1. KHI QUT CHUNG V CNG TY C PHN MAY 10 ............................................ 4
1.1.1 Qu trnh hnh thnh v pht trin ca cng ty CP May 10 ....................... 4
1.1.3 Kt qu hot ng sn xut kinh doanh ca cng ty .................................. 8
1.2 PHN TCH THC TRNG MARKETING HN HP CHO SN PHM O S MI
NAM CA CNG TY C PHN MAY 10 .......................................................................... 10
1.2.1. Chnh sch sn phm ................................................................................ 10
1.2.2. Chnh sch gi .......................................................................................... 19
1.2.3 Chnh sch phn phi ................................................................................ 23
1.3 NH GI HOT NG MARKETING HN HP .................................................. 37
1.3.1 Kt qut c ....................................................................................... 37
1.3.2 Hn ch ...................................................................................................... 39
1.3.3 Nguyn nhn hn ch ............................................................................... 41
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g y
2
2.4.1. Cc im mnh v im yu ca cng ty ................................................ 79
2.4.2. Cc chi v thch thc ......................................................................... 82
2.4.3. Cc kt hp im mnh, yu ca cng ty khai thc chi th trng v
khc phc im yu, hn ch ri ro c th c .................................................... 85
Chng III: HON THIN HOT NG MARKETING HN HP CHO
SN PHM O SMI NAM TRN THTRNG VIT NAM CA CNG
TY C PHN MAY 10 ..................................................................................... 87
3.1 NH HNG CHIN LC MARKETING CA CNG TY V SN PHM O
SMI NAM ............................................................................................................................ 87
3.1.1. Quan im pht trin ca cng ty c phn May 10 ................................. 87
3.1.2. Phng hng v nhim v ca cng ty ................................................. 87
3.1.3 Mc tiu chin lc marketing cho o smi nam ..................................... 89
3.2. CC GII PHP MARKETING HN HP I VI SN PHM OSMI NAM .............91
3.2.1 Chnh sch sn phm ................................................................................. 91
3.2.2 Chnh sch gi ........................................................................................... 99
3.2.3. Chnh sch phn phi ............................................................................. 102
3.2.4 Chnh sch xc tin v khuych trng .................................................. 113
3.2.5 Tng tc gia cc bin php trong marketingmix ............................ 121
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DANH MC S, BNG BIU
S 1.1: S t chc Ban Marketing ............................................................. 7
S 1.2: Cc knh phn phi ca cng ty c phn May 10 ............................ 23
S 2.1: Snh v sn phm smi nam trn th trng ........................... 54
S 2.2 : Qui trnh sn xut o smi nam ....................................................... 60S 3.1: Xy dng snh v sn phm .................................................... 90
S 3.2: Cu trc knh phn phi giai on 1 .............................................. 103
S 3.3: Cu trc knh phn phi giai on 2 ............................................. 105
S 3.4: S hon thin h thng thng tin marketing (MIS) ................... 125
Bng 1.1: Kt qu sn xut kinh doanh ca cng ty ............................................ 8
Bng 1.2: Doanh thu sn phm o smi nam trn th trng ni a .................. 9
Bng 1.3: Bng thng k nhn - mc sn phm ................................................. 12
Bng 1.4: Nhn hiu sn phm smi nam ca cng ty May 10 ang p dng .. 14
Bng 1.5: Gi cc dng sn phm smi nam ca cng ty May 10 (thng 5/2007) .. 21Bng 1.6: S lng cc i l ca cng ty trn ton quc ................................. 26
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Bng 2.6: Cc loi nguyn, ph liu ch yu ................................................... 64
Bng 2.7: Mc tiu dng Tp H Ch Minh v H Ni ................................... 66
Bng 2.8: c lng mc sn lng (smi) ca tng i th ......................... 73
Bng 2.9: Phn tch im mnh/yu ca mt si th mnh trn th trng ni
a ....................................................................................................................... 74
Bng 3.1: Mc tiu pht trin h thng phn phi ............................................. 90Bng 3.2: Chnh sch chit khu (Bao tiu) ..................................................... 117
Bng 3.3: Chnh sch chit khu (Hoa hng) ................................................... 117
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LI MU
1. L do chn tiHin nay tiu th ni a mi ch chim 1/4 nng lc sn xut ca cc
doanh nghip dt may Vit Nam. Vic lm th no c th chim lnh c th
trng hng dt may ni a ang l mi quan tm ca nhiu doanh nghip dt
may trong nc trc cuc b ca nhiu nhn hiu thi trang danh ting
nc ngoi ang vo th trng Vit Nam, trong , thch thc ln nht l hng
thi trang ca Trung Quc. y l nhng vn t ra ti Din n Thng
hiu cho doanh nghip dt may ti th trng ni a, do Hip hi Dt may Vit
Nam, t chc ti TPHCM, vo ngy 31-5-2007. Theo Hip hi Dt may Vit
Nam, vi 85 triu dn hin nay v s tng ln 100 triu dn trong nm 2015, th
trng tiu th ni a rt ln, cc doanh nghip sn xut hng dt may khng
th b qua chi chim lnh th trng ni a. Nm 2006, tng tiu th ni
a c t 1,8 t USD, trong khi , xut khu dt may t gn 6 t USD, tc
tng trng trong tiu th hng ni a t khong 15%/nm, nhng thc t
ch chim 1/4 nng lc sn xut. Phn ln doanh nghip dt may trong nc ch
ch trng u t xut khu l chnh, cha quan tm nhiu cho pht trin xy
dng thng hiu ti th trng ni a. Cc doanh nghip phi xc nh, dng
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Trc tnh hnh vic ch trng th trng ni a l mt bc i quan
trng. Cng ty C phn May 10 vi thng hiu o smi nam vn rt ni ting
v c a chung trn th trng Vit nam, nht l th trng Min Bc, nay
ang mt dn u th. Mt trong nhng nguyn nhn ca vn ny l hot ng
marketing hn hp cho dng sn phm ny ca cng ty trong thi gian qua cn
thiu nht qun v cha c hiu qu. Trong khi cc nhn hiu ln nh Vit
Tin, Nh B, Pierre Cardin, cng vi sn phm ch lc l o smi nam ang
pht trin mnh v thm nhp ra th trng Min Bc. Hn na, xu hng gim
thu nhp khu v s xm nhp ca dng hng cht lng cao nhp khu t nc
ngoi s lm cho th trng o smi nam cnh tranh khc lit. iu ny, t ra cho
Cng ty yu cu cp thit phi ci tin nhng gii php thch hp tng cng
sc cnh tranh ca sn phm o smi nam ca mnh, trong gii php marketing
hn hp i vi sn phm ny c vai tr quan trng trong vic chim lnh v khai
thc th trng ni a y tim nng ca cng ty. Xut pht t l do d em xin
la chn ti: Marketing hn hp cho sn phm o smi nam ca Cng ty
Cphn May 10 ti thtrng Vit namcho lun vn thc sca mnh.
2. Mc ch nghin cu- Nhn thc l thuyt v thc tin v marketing hn hp trong kinh doanh
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- Lun vn ch tp trung cc gii php Marketing hn hp cho sn phm o
smi nam ca Cng ty c phn may 10 ti th trng Vit nam, khng xut cc
gii php v hot ng kinh doanh khc cng nh cc hot ng marketing i
vi hng may xut khu v cc tuyn sn phm khc ca cng ty.
- Vic phn tch nh hng mi trng marketing, phn tch cnh tranh
ngnh, phn tch m hnh SWOT ch yu tp trung i vi sn phm o smi
nam trn th trng ni a.
4. Phng php nghin cu- S dng phng php duy vt bin chng, duy vt lch s lm cng c
cho thc hin ti, ng thi kt hp cht ch phng php lch s,
logic, phng php tru tng ho khoa hc, phng php thng k, so snh,
i chiu phn tch tng hp.
- p dng l thuyt marketing hin i.
5. Nhng ng gp ca lun vn- V l lun: vn dng l thuyt marketing hn hp i vi vic kinh
doanh sn phm o smi nam trn th trng Vit nam
- V thc tin: a ra mt s gii php nhm tng cng hiu qu hot
ng marketing hn hp cho sn phm o smi nam ca cng ty cp may 10.
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Chng I
THC TRNG HOT NG MARKETING HN HP CHO SN
PHM O SMI NAM CA CNG TY C PHN MAY 10 TRN TH
TRNG VIT NAM
1.1. KHI QUT CHUNG V CNG TY C PHN MAY 10
1.1.1 Qu trnh hnh thnh v pht trin ca cng ty CP May 10
Cng ty c phn May 10 hin nay l mt trong nhng con chim u n
ca ngnh dt may Vit Nam. Tri qua 61 nm trng thnh v pht trin, mt
qu trnh phn u kin tr, lin tc v cng t nc tri qua bit bao giaion bin ng, thng trm ca lch s.
- Nm 1946, hng ng li ku gi ton quc khng chin ca H ch
tch cc xng qun trang c thnh lp vi nhim v phc v bi v qun
trang.
- Nm 1947- 1954, do iu kin chin tranh, cc xng may qun trang
phi di ln Vit Bc v c t theo cc b s bo v b mt. Sau cc
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- Nm 1992, x nghip May 10 i tn thnh Cng ty May 10 cho ph hp
vi chc nng, nhim v sn xut kinh doanh trong thi k mi.
- Thng 1 nm 2005, Cng ty May 10 c chuyn thnh Cng ty C phn
May 10 theo quyt nh s 105/Q-BCN k ngy 05/10/2004 ca B Cng
nghip vi 51% vn ca VINATEX. Nhng thng tin chnh v cng ty c phn
May 10:Tn gi: Cng ty c phn May 10
Tn giao dch quc t: Garment 10 joint stock company
Tn vit tt: Garco 10
Tr schnh: Si ng- Long Bin- H Ni
in thoi: 04 8276923- 04 8276932Fax: 04 8276925- 04 8750064
Webside: www. Garco10.com Email: [email protected]
Din tch: 28255 m2 M s thu: 0100101308
Cng ty c phn May 10 l mt doanh nghip c phn chuyn sn xut v
kinh doanh hng may mc thuc tng cng ty Dt may Vit Nam, c t cch
php nhn v c ti khon ring ti Ngn hng Cng thng Vit Nam, Ngn
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cng ty ch gia cng theo yu cu ca h v nhn tin cng. Hnh thc ny d
lm ph hp vi cc doanh nghip qui m nh, khng c nng lc v thit k v
nng lc ti chnh. Do cng ty ch nhn hng gia cng cho cc x nghip ca
mnh ti cc tnh l v cc n v v tinh.
- Xut khu trc tip theo phng thc mua nguyn liu bn thnh phm
(chim 45% doanh thu): theo phng thc ny, cng ty tin hnh sn xut theo
mu phc tho ca khch hng v tin hnh mua nguyn ph liu sn xut v
xut khu. Cch lm ny c hiu qu cao hn v cng ty cng chng hn
trong kinh doanh. Trong , mt phn sn phm xut khu trc tip l do khch
hng mua li sn phm hon chnh ca cng ty (gm thit k, nhn hiu v
nguyn ph liu)- Sn xut kinh doanh hng ni a (chim khong 20% doanh thu): y l
hnh thc kinh doanh hin mang li hiu qu cao nht cho cng ty, vi cc sn
phm ch lc l o smi nam, qun u, o veston. hot ng ny, cng ty phi
tham gia y nht cc cng on ca qu trnh sn xut kinh doanh mt sn
phm may mc gm: nghin cu th trng, thit k, mua nguyn ph liu, snxut v tiu th sn phm vi thng hiu ca mnh.
* Nhi d h hi
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kinh doanh ca cng ty. Nng cao th phn trong nc, n nh v mrng th
trng xut khu.
1.1.2.2 B my Marketing
Ban Marketing c chc nng v nhim vy :
- Thu thp thng tin marketing d bo tnh hnh th trng v xc nh
kch c, tim nng tng on th trng. Hoch nh chin lc kinh doanh
cho tng khu vc th trng.
- Nghin cu chnh sch marketing- mix vi cc bin s nh: sn phm,
gi, phn phi, giao tip khuych trng. T chc thc hin cc chnh sch
marketing.
- Thc hin vic kim tra, kim sot hot ng marketing. Bo co kt quhot ng cho cquan Tng gim c v cc phng ban lin quan.
S 1.1: S t chc Ban Marketing
Trng Ban Marketing
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Hnh thc t chc theo chuyn mn v ccu khng gian th trng nyca phng Marketing s rt thun li cho vic thc hin chin lc c th ca
khu vc ring. T cng ty c th xem xet phn th trng trin vng nht vi
sn phm ca mnh ng thi cng ty c th nghin cu, nm bt th hiu tiu
dng ca khch hng v sn phm may mc ni chung v sn phm ca cng ty
ni ring.1.1.3 Kt qu hot ng sn xut kinh doanh ca cng ty
Nm 2007 l nm th 3 cng ty May 10 hot ng theo m hnh cng ty
c phn. Ngay t khi bt u chuyn i m hnh kinh doanh, lnh o cng ty
xc nh mc tiu hng u l nng cao hiu qu hot ng sn xut kinh
doanh, tng li nhun v thu nhp cho ngi lao ng, pht trin May 10 ngymt ln mnh. Kt qu hot ng kinh doanh trong nhng nm qua phn no
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thu
Li nhun sauthu
Tr. 3.554 4.066 4.005 13.843 15.390
Thu nhp bq Tr. 1,380 1,450 1,502 1,502 1,520S L bq Ngi 4.150 5.289 5.987 7.151 7.927
(Ngun :Bo co ti chnh cng ty cphn May 10)
S liu bng trn cho thy, trong 3 nm qua th tng sn lng, tng doanh
thu, li nhun, thu nhp bnh qun, u tng, iu ny chng t hot ng
SXKD ca Cng ty ngy cng c hiu qu.
+ Tng sn lng tng 8.262,6 nghn sn phm nm 2002 ln 12.755,2
nghn sn phm, trong sn phm smi chim t trng trn 80% cng tng t
7.290,9 nghn sn phm nm 2002 ln 9.755,2 nghn sn phm nm 2006.
+ Tng doanh thu tng t 355.132 triu ng nm 2002 ln 709.486 triu
ng nm 2006 tng 354.354 triu ng tng ng 99,78% so vi nm 2002,
trong , sn xut doanh thu xut khu gp phn lm tng tng doanh thu
nhiu nht, t 286.017 triu ng nm 2002 ln 538.282 triu ng nm 2006.
Doanh thu ni a tng t 69.155 triu ng nm 2002 ln 171.104 triu ngnm 2006
+ Li nhun ca Cng ty cng tng rt nhanh t 3 554 triu ng nm
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Nm
Tng DT ni
a (Tr)
DT SP smi nam trn
th trng ni a (Tr)
T trng DT smi
nam/tng DT ni a (%)2002 69.115 51.406 73,472003 73.377 59.170 80,642004 84.044 64.700 76,982005 115.612 95.214 82,362006 171.104 139.241 81,38
Ngun: Phng Kinh doanh
Hin nay sn phm o smi nam l sn phm ch lc ca cng ty trn th
trng ni a th hin th hin doanh thu tiu th sn phm o smi nam
trn th trng ni a chim khong trn 70% tng doanh thu ni a, c th:
nm 2002 doanh thu o smi nam ni a/tng doanh thu ni a l 73,46%, cc
nm tip theo u tng ln n nm 2006 l 81,38%.1.2 PHN TCH THC TRNG MARKETING HN HP CHO SN PHM
O SMI NAM CA CNG TY C PHN MAY 10
1.2.1 Chnh sch sn phm1.2.1.1 Chng loi v cht lng sn phm
* Chng loi sn phmSmi nam l loi sn phm kh may, nhng l mt hng c truyn thng
v c bit c hiu qu kinh t cao Cng ty May 10 c mt i ng lao ng
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v may mc trn th trng ang bin ng mt cch nhanh chng. Tuy nhin
nhng sn phm ca cng ty t thit k v sn xut v kiu dng vn cha theo
kp c xu hng mu mt thi trang trong nc. Cng ty c phn May 10
xc nh th trng chnh ca mnh l th trng H Ni vi sn phm o smi
nam. Trong n lc nhm cung cp nhng sn phm smi nam ph hp nht vi
nhu cu ca ngi tiu dng cng ty thc hin chin lc a dng ho sn
phm vi vic mrng chng loi hng ha trong cng mt nhn hiu sn phm.
n nay cng ty May 10 c trn 30 loi sn phm o smi nam vi cht liu
v kiu dng khc nhau.
* Cht lng sn phm
Do c tnh ca ngi Vit Nam a thch nhng sn phm c bn caonn cng ty coi vic nng cao cht lng sn phm l u tin hng u. Cng ty
May 10 l doanh nghip i u trong qun l cht lng sn phm t Cng ty
n cc x nghip thnh vin theo tiu chun Quc t ISO 9000 v nay chuyn
sang ISO 9001 - 2000 v thc hin qun l mi trng theo tiu chun quc t
ISO 9001 - 2000 v thc hin qun l mi trng theo tiu chun quc t ISO14000, c t chc BVQI ca Vng quc Anh nh gi thm nh v cp
h h C t d h th t h hi hi SA8000 t
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nhp mt s my mc thit b, cng ngh hin i nh may may cng nghip,
my ct, my l, my git, my thunhng my mc thit b di s iu
khin ca i ng cng nhn lnh ngh gip cho cng ty m bo cht lng
sn phm t tiu chun mt cch ng b. Nhuy tn v cht lng sn phm
m Cng ty c mi lin h, hp tc vi cc hng qun o thi trang ni tng
ca th gii nh Pierre Cardin, Guy Laroche, Maxim Jacket Britt, Seidens,
Tacker, Dornbush, C&A, Camel, Arrow, Report, Structure, Express,
Cht lng o smi nam tt lm cho ngi s dng cm nhn c s
thoi mi t tin, t kch thch khch hng mua tip sn phm ca Cng ty.
ph hp hn vi thi tit ca min Bc bn ma thay i cng ty c cc loi vi
cht liu vi dy mng khc nhau m vn m bo c bn cho sn phm,hp thi trang vi nhng mu sc v kiu dng khc nhau. V sn phm ca
cng ty u c khch hng nh gi c cht lng cao, chim u th hn hn
cc i th cnh tranh khc v bn mu, cht liu vi. Tuy nhin cht lng
sn phm ca cng ty c sn xut ra cn cha ng u v cht lng, vn
cn t l ph phm. Cc sn phm ch yu l sn phm trn cht liu dt thoi nnhn ch trong vic sng to nhng kiu mu mt mi.
1 2 1 2 Nh hi b b h d h t
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n v: chic
TT Tn nhnCht liu Hnh thc S lng nhn
trn sn phmDt Giy May Treo
1 GATE 1 2 1 2 3
2 PHARAON 1 2 1 2 3
3 BIGMAN 1 3 1 3 4
Ngun: Ban Marketing
Nhn hiu trn smi nam hin nay: tn sn phm c thu trn mt
ming vi nh v nh sau gy o. Tn nhn hiu c thu bng my nh nhn
kh hin i c th to ra nhiu kiu ch khc nhau khi mun thay i cch vit
ch trn sn phm. Di y l mt s nhn sn phm smi nam ca May 10:
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Nhn chung cc nhn ny p ng bo v ngi tiu dng, gip ngi
tiu dng la chn v nh gi sn phm thun li hn. Tuy nhin vic nh
nhn ch mang tnh bn quyn, xut s. Cc loi nhn c ni dung thng bo vtn cng ty sn xut, nhn dt cho bit v cht lng dt cc loi nhn khc cho
bit kch c, cht lng, cht liu sn phm v mt s hng dn km theo khi
s dng sn phm.
- Quyt nh tn nhn.
Do xut pht t tm l chung hng ngoi ca khch hng nn tn nhn
mc trn sn phm ca cng ty phn ln u dng ngn ng Ting Anh. Mi
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Excutive Choice) cht lng cao, kiu dng ph thng, dng ph liu,
bao b nhn mc Pharaon EX2 Pharaon Classic Smi namPharaong Classic l loi smi namkinh in,
dnh cho gii trung nin lch s, cin vi cht liutt nm trong nhm c mc gi cao ca Pharaon
3 PharaonAdvancer
y l dng o lun c ci tin ph hp vi thanhnin v trung nin, kiu dng c k tha phong cchsmi namtruyn thng nhng lun hng theo thmm ca th trng hin i, c xp mc gi gia
4 May 10 Expert L dng sn phm vi cht liu cao cp, chng nhu,khng nh ng cp ca gii chuyn gia
5 May 10 Prestige L dng sn phm cao cp nht vi cht liu v kiudng vt tri thm v uy ththm cht n ng
6 Pharaon Trc y s dng cho smi nam, nhng hin ti sau
khi p dng 05 dng nhn trn th khng cn s dngna. Hin ti ch s dng cho sn phm comple nam7 Chambray Dng cho sn phm smi nam cao cp:
- Cc tay- Di tay
8 Bigman Dng cho smi nam c gi tr thp (hin nay khngcn s dng)
Ngun: Ban Marketing
Tuy nhin tn nhn ca cc sn phm smi nam ca May 10 khng gip
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Do c th thy vn t tn cho sn phm cha t dc hiu qun
mc ngi mua thng nht mi khi nhc n tn sn phm cng c th hnh
dung c hnh dng ca sn phm .
* Quytnh vbao gi v dch v sn phm
Trc y bao b ca cng ty May 10 cha c quan tm, v khch hng
khi mua hng cn mun th sn phm, nn bao b sn phm c thit kn
tin cho vic phc v khch hng, ch c nhng sn phm xut khu l c
ng gi cn thn hn. Tuy nhin, ngy nay bao b tr thnh mt cng c
marketing quan trng gip c lc cho chin lc marketing mix. Bao b thit
k tt s to ra gi tr thun tin, hu dng cho ngi tiu dng v to gi tr
khuyn mi ca nh sn xut ginh cho khch hng.Chnh v vy May 10 c nhng ci tin nht nh v bao b ca sn phm
o smi: bao b sn phm cht ch v gn gng hn, trn bao b c ghi s liu
kch cca sn phm, thnh phn cht liu vi s dng. Qu trnh bao gi o
smi namkh phc tp t khu gp n khu bao gi cng vi mt s ph liu
nh gim, giy cngn cho vo bao b. Cng ty c phn May 10 s dng baob ngoi mc ch bo v v ng gi hng ha cn nhm mc ch qung co.
Vi h h i h th t ti th t
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Khi bn sn phm ngoi bao b sn phm th c ti sch bng ni lng to
hn, trn ghi tn cng ty, a ch ca hng v i l ca cng ty c bao gm
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hp vi mu sc ca sn phm nng cao tnh thm m cho sn phm ng thi
p ng tt hn na nhu cu nhiu mt ca khch hng.
* Dch v cho khch hng
Dch v cho khch hng cng l mt yu t quan trng i vi mi sn
phm, mi sn phm ca cng ty a ra thng km theo mt vi dch v
phc v tt hn nhu cu ca khch hng trong qu trnh s dng. H thng dch
v ca May 10 c th l cha nhiu nhng cng tng kh nng cnh tranh cho
sn phm, c th:
- i vi khch hng l ngi tiu dng cui cng th cng ty c phng
th trong c gng, qut ti ca hng bn v gii thiu sn phm, khch
hng c th th cc mu sn phm c treo ngoi ca hng. Tip cc nhnvin bn hng s t vn gip khch hng la chn sn phm ng . Sau khi
khch hng mua sn phm, nhn vin bn hng t vn thm nhng thng tin cho
h nh: sn phm ny nn l nhit bao nhiu, khng nn phi ngoi tri
nng to do sn phm c lm ra t cht liu dt thoi, bn c th s dng my
git ch no gi bn cho mu vi - i vi khch hng l t chc th dch vi km vi sn phm l cc dch
h t i kh h h i i h kh h h i
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Phn ln sn phm mi cho tiu dng trong nc l s dng mu m,
cht liu vi ca nc ngoi h theo hp ng gia cng ca khch hng nc
ngoi c bt chc ri thit k li theo kch thc ngi Vit Nam (m ch
yu l ngi min Bc). Nhng sn phm ny thng c cht lng cao, lu b
li mt v c chu k sng sn phm kh di. in hnh l cng ty va hon
thnh chng trnh Vit ha sn phm ca mnh vi vic cho ra i sn phm
smi nam dnh cho ch r. Dng sn phm ny c da trn nhng sn phm
o ci ch r M10 ang cung cp cho th trng chu u
Song cng vic pht trin sn phm mi theo hng ny li gp kh khn
trong khu tm kim nguyn ph liu bi l vic nhp loi vi ny thng rt
kh, nu nhp c th gi thnh s rt cao lm cho gi thnh sn phm cao skhng p ng c nhu cu rng ri ca khch hng. Mt khc, cng ty s phi
ph thuc rt nhiu vo bn thu gia cng v cc nh cung ng nguyn ph liu
nc ngoi v khng p ng c kp thi s thay i lin tc v mu mt ca
th trng ni a.
* Sn phm mi tthit kCng ty c mi quan h tt vi Vin mt FADIN v cc nh to mu
kh t i i l t thit k M 10
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trin nhng sn phm nh vy. Thm vo , th trng hng smi trung cp gi
c th ni l bo ha nn May 10 phi tnh ti vic pht trin hng cao cp.
C th ni, nhng sn phm cng ty t thit k c kiu dng ph hp vi
ngi Vit Nam, gi thnh khng cao, hp th hiu thi tit, kh hu.Mt khc,
tn dng c cc nguyn liu sn c trn th trng ni a gip doanh nghip
dt trong nc cng i ln gim thiu c chi ph v gi thnh sn phm. Song
nhc im ca sn phm l cht lng khng cao nguyn liu cha p ng
c nhu cu cao ca khch hng, chu k sng sn phm ngn. Mt khc, s
lng cc mu m cng ty thit k cn t v i ng sng to mu thiu v hot
ng nghin cu th trng cha theo kp vi xu hng mu mt.
1.2.2
Chnh sch gi1.2.2.1 Csxc nh gi
Nhm chinh phc th trng ni a cng ty May 10 rt quan tm n
chin lc gi c ca mnh, ch trng ca cng ty l bn gi hp l bn
c nhiu hng v gic khch. Thng thng cng ty da trn yu cu ca
khch hng v kh nng p ng ca cng ty tnh gi v bo gi cho khchhng. Cstnh gi nh sau: Nu l khch hng c, truyn thng, tnh gi da
t b i h hi tit N l kh h h i d t b i
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Nhng s liu trn ca phng k thut cng vi s liu ca phng lao
ng nh: nh mc gilao ng trn mt sn phm, i hi trnh tay ngh
th. Phng k ton s dng nhng bo co xc nh chi ph sn xut, gi
thnh sn phm. Gi thnh sn phm l ch tiu gc cng ty xc nh gi. Gi
sn phm ti th trng cn ph thuc vo chi ph khc nh chi ph vn chuyn,
chi ph lu kho, chi ph qun l... Vic xc nh mc gi c kt hp t cc yu
t t l li nhun vi yu t th trng.
1.2.2.2 Cc chin lc v gi
Do c im sn phm ca cng ty l nhng sn phm c cht lng cao
c v cht liu ln kiu dng sn phm, trnh k thut may nn gi sn phm
ca cng ty kh cao.Sn phm tiu th ni a ca cng ty May 10 c 2 loi chnh:
Loi 1: l cc sn phm may theo tiu chun xut khu nhng li tiu th
trong nc. Loi sn phm ny thng c gi kh cao do cht liu vi ngoi
nhp, tiu th trong nc bnh thu cao. B li n c cht lng cao, kiu
dng chun, mu m p c nhiu ngi c thu nhp cao hot ng trong cclnh vc i hi giao tip a chung.
S h l i h i t kh i i
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Gi c sn phm c thay i theo chu k sng sn phm, vo cui v
hng ho cn tn nhiu th sn phm c gim gi kch thch tiu th hocem nhng sn phm tn kho v cc vng nng thn bn vi mc gi r. Vo
nhng dip l, tt cng ty c nhng t khuyn mi c bit cho khch hng,
gim gi t 10 - 15% tu theo doanh s m khch gim gi.
- Cnh tranh qua gi:
Hng nm cng ty t chc hi ngh khch hng, mi nhng khch hng
cng nghip tng mua sn phm ca cng ty hoc khch hng tim nng
nhm gi mi quan h v xc tin bn hng th cng ty bn chit khu, ngha l
khi khch hng mua nhiu sc hng mt t l gim gi t 3 - 5% gi tr
mua. Cch bn hng chit khu ca cng ty ging nh thng thng ngha ltrn ho n ngi mua c gi nguyn nhng sau ngi mua nhn mt
phn chit khu t ngi bn v k ho n ca ngi bn.
- Qun l gi
V cc i l v ca hng ca cng ty c hng t l hoa hng theo
doanh s nn mc gi c cng ty qun l rt cht ch, cc i l v ca hngchc bn ng gi ca cng ty t ra ti cc vng c mt h thng qun l
i l i h i t i ti d i b C th
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nhng hot ng nhm a ra cc hnh thc knh phn phi hiu qu nht. H
thng knh phn phi ca May 10 hin nay, gm 3 knh ch yu sau:S 1.2: Cc knh phn phi ca cng ty c phn May 10
Knh 1: May 10 trc tip bn cho ngi tiu dng thng qua ca hng
gii thiu sn phm ti cng ty. y l hnh thc phn phi v bn hng trctip, m bo uy tn, cht lng sn phm ca May 10. V ti y, ngi tiu
dng khng phi lo lng mua phi hng gi, hng nhi, hng km cht lng.
Knh 2: Ngi bn l l trung gian gia cng ty v ngi tiu dng.
Ngi bn l ca May 10 thng l i l hoc l ca hng ca cng ty. Hnh thc
phn phi v bn hng ny thy rt r thng qua cc ca hng, i l ca May 10.
Knh 3:y l knh phn phi thng qua hai trung gian. Hin nay, hnh
KNH 2
KNH 3
KNH 1CNGTY CPHN
MAY10
NGITIU
DNG
CUICNG
NGI BN L
BN BUN NGI BN L
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phng chi nhnh cng ty May10 ti thnh ph H Ch Minh i vo hot ng t
thng 10/2002 ti 32 L Lai qun I, Tp HCM cng vi ca hng ti trung tmthng mi thng x TAX, i l ti Vng Tu, Nha Trang v 5 i l ti thnh
ph HCM. Hin nay ti trng pha Nam, Cng ty May 10 c 8 chi nhnh:
+ Ch 103 Trn Huy Liu + Ch Tax
+ Ch Maximax + Ch 159 ng 382
+ L BD MART + L BD MART 2
+ L Bao tiu ng Chin Vng Tu + L Bao tin B Tun Nha Trang
Vi chim lnh th trng may mc ti H Ni, cng ty pht trin
c 10 ca hng trong 4 qun ni thnh, c li th v kinh doanh hng may
mc, in hnh nh:- Ca hng 37 Ng Quyn: y l ca hng tiu biu, c u t thit k
v trang tr theo hnh nh ca Cng ty trong phm vi din tch khong 60m2, chnh
v vy n to cm gic mt ca hng bn sn phm cao cp thc s, hn na
khu vc ny tp trung nhiu ca hng bn v gii thiu sn phm ca nhiu doanh
nghip may ln nn thu ht c lng khch rt ln n mua v giao dch.- Ca hng s 6 L thi T: Din tch ca hng khong 35 m2, mt tin
4 t h h i ki h d h h kh h H Ki
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Ngoi 3 ca hng ng ch trn 7 ca hng cn li trn a bn 4 qun
ni thnh l:+ Trng Tin Plaza + 78A Trn hng o
+ 14 L Thng Kit + VinCom
+ Ch May 10 + 104 Hunh Thc Khng
+ 42 Hng Vi
Vi mc tiu qung b thng hiu v khuch trng hnh nh ca mnh
trn th trng H Ni, t thng 10/2003, gian hng gii thu v bn sn phm
ca cng ty ti trung tm thng mi Trng Tin PLAZA khai trng v
chnh thc i vo hot ng. Ti y cng ty May10 khng nh c v th
v
ng cp c
a mnh.Cc ca hng bn v gii thiu sn phm May 10 khng ch thc hin vic
bn l m cn thc hin c chc nng giao dch vi khch hng, nm bt v cung
cp thng tin v th trng v cc thng tin khc, gip cho b phn marketing
ln k hoch v thc hin chin lc th trng ca cng ty.
Ti cc ca hng ca Cng ty lun phi c hng ho, nhng sn phmm cng ty May 10 sn xut v xut bn ra th trng, chng kim k v theo
di bit h h h l i b h h l i
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sc cht ch. Cch lm nh vy c u im l m bo hng y nhng gp
phi nhng kh khn nh kh qun l, chi ph vn chuyn ln, gim tnh phihp gia cc ca hng vi nhau.
* Knh i l bn l
Ngoi cc ca hng bn v gii thiu sn phm ca cng ty, hng ho cn
c phn phi bi cc i l bn l. Hin ti cng ty c 104 i l bn l nhng
a strn a bn min Bc, c th:
Bng 1.6: S lng cc i l ca cng ty trn ton quc
Tnh S lng i l Tnh S lng i lBc Kn 1 Nam nh 3Bc Giang 2 Ngh An 2
Bc Ninh 4 Ninh Bnh 2Cao Bng 1 Ph Th 2H Giang 2 Qung Ninh 6H Ni 32 Qung Tr 2H Ty 4 Sn La 3H Tnh 2 Thi Bnh 1Hi Dng 4 Thi Nguyn 3Hi Phng 7 Thanh Ho 5Hng Yn 2 Tuyn Quang 1Ho Bnh 1 Vnh Phc 5
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i l hoa hng
y l hnh thc c p dng t nhng nm trc y, khi m trn thtrng, sn phm ca cng ty May 10 ang c th mnh v hu nh khng c s
cnh tranh no ng k v sn phm mi nhn l smi nam. Hnh thc ny
khng em li hiu qu cao trong kinh doanh, do cng ty phi gnh chu hu ht
ri ro cho i l, hiu qu t hnh thc ny em li cho i l thp (i l c
hng mc hoa hng 7% (trc thu VAT)), do vy trch nhim v tm huyt
hp tc ca i l b hn ch nhiu. Tuy nhin, vi hnh thc ny ch trong mt
thi gian ngn, h thng i l pht trin rt mnh v s lng
Nhc im ng phi kn ca hnh thc ny l lng sn phm tn
ng ti h thng c nhp tr v cng ty (do khng tiu thc) ngy mt
nhiu v b gim cht lng, li mt, khng ng b v mu sc v cvc nn
khng th tiu th tip tc c, cng ty phi gim gi v bn theo phng thc
hng tn. khc phc tnh trng ny Cng ty ra qui ch qun l vn cho h
thng i l hoa hng: vn tn ti cc i l gp 3 ln doanh thu trong thng,
nh gim ng k lng hng tn ng ca i l v cng ty.i l bao tiu
Nh h i h h th i l h h t ht
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10 khng sn xut nh tt, m, khn tay, len d. Mt yu cu na ca May
10 i vi cc ca hng, i l, l khong cch gia 2 i l, ca hng phitrn 1km v l ni tp trung ng dn c, thun tin cho vic bun bn.
Vi hnh thc ny, cng ty khng cn phi gnh chu nhng ri ro do i
l em li, hiu qu kinh doanh t c ngay, bn cnh , n cn gn cht v
nng cao c trch nhim ca i l i vi sn phm v khch hng ca Cng
ty, v lc ny, quyn li ca i l gn lin vi cng ty. Hn na, lc ny i l
s nh khch hng v h s phi cn nhc v la chn sn phm kinh doanh
cho tht ph hp vi khch hng khu vc hang phc v, do vy, y l ngun
thng tin tt cng ty ln k hoch sn xut ph hp, kp thi, hn ch lng
hng tn kho.
* Kt qu tiu th ca cc ca hng i l
Bng 1.7: S ca hng, i l sn phm ni a ca May 10
Ch tiu VT 2002 2003 2004 2005 2006S ca hng thuccng ty
CH 13 13 14 17 18
Tng si l L 54 58 65 74 104Doanh thu tng 54,6 60,2 64,7 65,5 77,5
Ngun: Phng Kinh doanh
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hng). Vi nhng khch hng thng xuyn, cng ty lun p dng nhng dch
vu i sau bn hng nh t vn, thanh ton chm, u tin sn xut v giaohng trong nhng thi im thi v. Chnh nhnhng chnh sch , rt nhiu
nhng khch hng ln, thng xuyn k hp ng di hn vi cng ty May10
nh: ngnh in lc, ngnh du kh, on thanh nin Vit Nam, ngnh y t
1.2.3.3 Qun l phn phi v bn hng
* Kt qu tiu th ca cng ty giai on 2002-2006
Sn lng hng tiu th cng tng qua cc nm lin tc t nm 2004 n
nm 2006, ring c nm 2003 l gim. Sn lng xut khu tng t nm 2002
n nm 2006 ch tr nm 2003 l c gim i cht. Cn sn lng tiu th
trong nc th lin tc tng t nm 2002 n nm 2004 sau gim dn theo cc
nm. iu ny cho thy th trng trong xut khu c vn nh hn th trng
trong nc song cng c th l do cng ty tp trung nhiu hn vo th trng
nc ngoi nn khng sc cung cp cho th trng trong nc do sc sn xut
c hn.
Bng 1.8: Sn lng hng tiu th n v: chicTh
t Sn phm 2002 2003 2004 2005 2006
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Mc d cng ty ch trng n th trng trong nc th hin sn lng
tiu th ni a tng ln qua cc nm. Tuy nhin sn lng hng tiu th trongnc chim mt t l rt nh so vi sn lng sn phm sn xut ca cng ty,
trong sn lng smi tiu th ni a ch bng 3,9% so vi sn lng xut
khu.
* Qun l phn phi v bn hng
n nay, vn t hng, vn chuyn t kho thnh phm ni a n
ca hng, i l v ngc li c thc hin rt chnh xc. iu ny lm
gim thiu cc nguy c, ri ro v mt hng, cung cp hay trao tr hng km cht
lng, khng phi hng cng ty.
Tuy nhin, mt vn pht sinh cc ca hng, i l, trong vic bn
sn phm, l vic trn hng v vn ny thng xy ra cc i l ca May
10. Trong hp ng cng nh l quy nh ca May 10 cho php cc i l bn
cc mt hng khc nhm tng thu nhp nhng phi l nhng mt hng m
May 10 khng sn xut nh m, gng tay, tt, len d v tuyt i khng
c bn nhng sn phm ca i th cnh tranh ca May 10. kim sot hotng ny, hng nm May 10 c t chc cc cuc thanh tra bt ng, khng bo
t i i h i l l ht hi h h i t h
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th hot ng kim sot, chng hng gi, hng nhi ca May 10 cng rt cht
ch. Hin nay, May 10 ang s dng cc bin php chng hng gi bng sichng hng gi trn nhn chnh, tem chng hng gi trn mc o.
c bit, nhng si chng hng gi v tem chng hng gi ca May 10
u c nhp ngoi, t hng t nc ngoi vi k thut cao, kh lm nhi
c. Trn si chng hng gi c hng ch "Garco 10", v ch c knh chuyn
dng mi c th nhn thy. Cn trn tem chng hng gi c in 7 lp ch "Garco
10" v cng ch c th nhn thy bng knh chuyn dng. y l nhng ci kh
i vi nhng k lm hng gi nhng li cng gy kh khn cho ngi tiu dng
trong vic xc nh sn phm tht, gi. khch hng khng b mua phi hng
gi, hng nhi, hng km cht lng, May 10 ang ph bin rt rng ri cch
nhn bit sn phm trn mng Internet, ti trang web chnh ca cng ty.
1.2.4 Chnh sch xc tin v khuych trng
a sn phm ca May 10 n gn hn vi ngi tiu dng, ngoi hnh
thc thng qua h thng knh phn phi, May 10 cn gii thiu sn phm ca
mnh thng qua cc knh qung co, hi trtrin lm, c bit l hi chtrinlm v cht lng hng tiu dng trong nc v quc t. Hin nay, cc khch
h th bit M 10 th t b t h h
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noQung co qua bo chem li hiu qu tng i cao so vi chi ph b ra
tin hnh qung co.Qung co qua bo ch c nh hng n hu ht mi i tng, tuy
nhin, vic nghin cu tp tnh thi quen tiu dng ca khch hng cn rt hn
ch. May 10 mi ch gii thiu mt cch chung nht v doanh nghip ca mnh,
tnh hnh sn xut qua mt s ch tiu nh tng doanh thu, li nhun, cc khon
np ngn sch, u t xy dng cbn Ni cch khc, cng ty cn cha pht
huy c ni dung qung co qua bo, s sng to ni dung cn hn ch do din
tch nh.
Bn cnh vic s dng cc hnh thc qung co trn bo giy, tp ch cng
ty tin hnh qung co trn bo in t, cc website ca Hip hi dt may(www.vietnamtextile.org.vn), Tng Cng ty dt may (www.vinatex.com) v
website Hng Vit Nam cht lng cao (www.hvnclc.com.vn)... Mt khc cng
ty cng tin hnh xy dng website ca cng ty: www.garco10.com.vn.
Trong xu th ca thi i thng tin th y l knh thng tin c gii tr, nhn
vin vn phng c a chung tuy nhin ni dung website ca cng ty cng
nh ni dung qung co sn phm smi nam trn knh qung co ny cn ngho
http://www.vinatex.com/http://www.vinatex.com/http://www.hvnclc.com.vn/http://www.hvnclc.com.vn/http://www.hvnclc.com.vn/http://www.garco10.com.vn/http://www.garco10.com.vn/http://www.hvnclc.com.vn/http://www.vinatex.com/8/2/2019 VanLuong.blogspot.com AosomiMay10
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Thng ip qung co m cng ty May 10 mun gi ti khch hng trncc bo, tp ch, hay truyn hnh... l dng ch "...ng cp lun c khng
nh chy trn nn chic smi nam mu vng.
May 10 ... ng cp dc khng nh" l giai on th 3 trong
chng trnh gii php ca Hong gia xy dng v thc hin vi cng ty May
10.
Giai on 1 - khi ngun t nm 1996 vi ch "Sn phm May 10 lm
p cho mi ngi"; Giai on 2 - bt u t thng 2/1998 vi ch "Sn phm
May 10 - Mt nguyn nhn ca s thnh t"; Giai on 3 - Xy dng cc
thng hiu cao cp vi ch " May 10 ... ng cp c khng nh".Chng trnh c bt tay nghin cu, chun b t thng 3/2002 v c chnh
thc a ra th trng thng 11/2002. Sau khi p dng ng b cc hot ng
ca chng trnh. Cc dng sn phm thuc cc thng hiu mi ca May 10
nhanh chng nh hnh v ngy cng pht trin trn th trng.
c bit, ngay sau khi trin khai chng trnh, trong hi ch thi trang
Vit Nam 2002 (thng 12/2002), Pharaon thng hiu smi nam cao cp ca
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Nm 2003, Cng ty May 10 phi hp cng Cng ty Hong gia,thc
hin chng trnh qung co trn truyn hnh, t thng 9/2003 n thng
1/2004.
Bng 1.9: Bng tng kt chng trnh qung co trn truyn hnh ca cngty May 10
T
T
Cc i truyn
hnh
S
bui
Thil
ngpht
Gipht sngT
th
6 ->
Ch nht
Tng thil
ng(giy)
Kinh ph
(VND)1 VTV3 (TH VN) 16 30 12h; 21h; 13h 480 135.750.0002 H Ni 26 30 12h; 21h; 13h 780 108.000.0003 HTV7 (TpHCM) 26 30 12h; 21h;13h 780 192.300.000
Tng 94 2.820 478.450.000Ngun: Ban Marketing
Nhng on phim qung co ny c cht lng hnh nh p, cnh chn
lc, c ngh thut, m thanh thu ht s ch ca ngi xem. Tuy nhin, cht
lng ni dung c thi lng ngn, ni dung cha c o. y l hnh thc
qung co vi kinh ph rt cao do chi ph cho vic xy dng hnh nh, gi pht
sng trn truyn hnh rt cao, thi gian qung co phi ko di v thi lng miln pht sng ngn, do kt cu chng trnh ca i truyn hnh pht lin tc
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2 Thnh ph HCM 2 34.759.545 99.288.909 49.644.454,5
3 Nng 1 15.380.275 34.127.3004 Hi Phng 1 8.590.909 13.217.0915 Cc ni khc 24.289.959
Tng 277.870.407 753.902.300Ngun: Ban Marketing
- Khu vc tham gia cc hi cht doanh thu cao: Cn c vo doanh thu
bnh qun qua cc khu vc, H ni c nh gi l a bn c doanh thu cao
nht.
- Thi im tham gia cc hi cht doanh thu cao: Hu ht cc hi ch
din ra ti cc tnh v thnh ph khc nhau u cn c vo nhng thi im c
ngha no trong nm, ca mi a phng, hai trung tm hi ch ln nhtnc ta ti H ni v Tp H Ch Minh l hai trung tm thu ht nhiu hi ch
nht trong nm, cc hi chca cc nh t chc c uy tn thng la chn cc
thi im cc doanh nghip tham gia va qung b c thng hiu ca
mnh,va c doanh thu cao, nh: hi chXun, hi ch Hng Vit Nam cht
lng cao.
- Chng loi hng: Mt hng ch yu tham gia cc k hi chvn l sn
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Hin nay phng kinh doanh ca cng ty ang c cc chng trnh xc tin
bn hng cho cc khch hng khc nhau tu theo s quan trng ca h, vi mi
loi khch hng, cng ty c cc kiu xc tin bn hng khc nhau:
+ Vi cc khch hng ln th cng ty thng qua vn phng gim gi sn
phm hay c th khuyn mi thm cho khch hng k nhiu hp ng hoc
dng nhng chnh sch u tin nh lm th tc xut hng nhanh, chn nhngmt hng cht lng cao, khi gp trng hp hng li, hng th c thi li d
dng.
+ Vi cc khch hng l, chim t trng nh, cng ty cng c nhng chnh
sch khuyn mi vo thi im tri v. Vi cc khch hng trng im, cng ty
lun c chnh sch quan tm, u i khuyn khch h mua nhiu sn phm
hn. Chng hn cng ty tng c vt tr gi 60.000 ng khi khch hng mua o
smi tr gi t 300.000 ng trln vo dp l Noel.
1.2.4.3. Quan h cng chng v tuyn truyn
Cng ty thng xuyn cng cc ng nghip cc n v khc nh htrng bo b thin tai, qu h trtr em ngho, tr em lang thang, ti trcc
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ng gp phn nh b vo thnh cng ca Hi ngh APEC, ng thi cng l
mt phng cch qung b thng hiu May 10 n cc th trng quc t.
Ngoi ra cng ty cn tham d cc hot ng do do Tp on Dt may t
chc. Chng hn t 29/3 - 2/4/2007 ti Khch sn Sofitel Plaza (H Ni) cng ty
tham d m May 10 do Tp on Dt may phi hp vi Vin mu thi
trang Fadin v Tp ch Mt Vit Nam t chc Tun l thi trang Xun - H2007, vi s tham gia ca nhiu nh thit k ni ting. y l mt hot ng
c t chc thng nin k t nm 2000 n nay, nhm gii thiu nhng xu
hng thi trang mi v khuyn khch sc sng to ca i ng thit k tr Vit
Nam. Trong Tun l, May 10 - vi v tr l mt trong 10 doanh nghip tiu biu
ca ngnh cng nghip dt may Vit Nam nm 2006 - c la chn i din
cho khi doanh nghip Nh nc tham d Tun l nm nay. S kin mang tn
m May 10 c t chc vo ti 31/3/2007 ti sn khu ln ca Khch sn
Sofitel Plaza, vi 6 b su tp thi trang mi nht ca cc nh thit k: Quang
Huy, c Hi, Lan Phng, Thu Loan, Thng Huyn, v Vit H. i ngthit k ca May 10 tham gia cuc thi ln ny u l nhng nh thit k chuyn
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1.3.1 Kt qut c
Mt l, Sn phm smi ca cng ty May 10 cht lng tt t c nhiu
gii thng v cht lng qua cc k hi ch, trin lm. Sn phm smi ca
cng ty bit kt hp gia nhu cu th trng v cc th mnh ca mnh t
c nhng thnh cng nht nh trong hot ng kinh doanh ca mnh vi s
phong ph v a dng v cht liu, kiu dng, mu m, mu sc, c uy tntrn th trng v c ngi tiu dng u chung nh: Pharaon, BigMan,.......
Trong , nhn hiu Pharaon l tuyn sn phm em li doanh thu kh cao cho
cng ty.
Dch v khch hng c cng ty quan tm v ci tin i mi. Nh
m sn phm ca cng ty c phn May 10 khng nh c v th ca mnh
vi rt nhiu loi sn phm c khch hng trong v ngoi nc bit n.
Nhn hiu cc sn phm ca cng ty c phn May 10 c ly tn ca
nhng nhn vt nc ngoi ni ting to cho sn phm v lch lm, sang trng v
khng nh c ng cp ca mt sn phm danh ting.Cng ty May 10 c nhiu c gng trong thit k mu mt, vic thit k
c thc hin trn mt h thng my vi tnh Cng ty cng c nhiu mu cho
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Cng ty, c quyt tm xy dng th trng, cng tc bo hnh, bo tr, cng,
tuyn truyn, nm bt thng tin... c h thng knh phn phi thc hin ttBn l, hot ng xc tin v khuych trng c cng ty ch trng
em li hiu qu cao trong cng tc y mnh hot ng kinh doanh.
Vic la chn cc knh truyn thng xc tin ca cng ty trong thi gian
qua: cng ty nhn thy knh truyn thng trc tip gip cho cc nhn vin ca
cng ty nhn c thng tin cu khch hng mt cch nhanh chng v rt thun
li trong vic bn hng qua in thoi, th t. Nhng thng tin ny mang tnh
cht xc thc nht, l nhng nhn xt ca khch hng v sn phm ca cng
ty, t cng ty c th bit sn phm ca mnh c u thim no v im
no cn khc phc.
1.3.2 Hn ch
Thnht, Sn phm ca cng ty cha a dng, mi chp ng mt on
thi trng. Cng ty cha c kh nng p ng cc nhu cu thay i mt ma v
m ch c cc sn phm tng i n nh, gi c ca cng ty cn tng i cao.
Cht lng sn phm ca cng ty c nh gi l cao nhng cha thcs thong i vi mi i tng khch hng bi ccu cht lng sn phm
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nc hin nay ch yu da theo cc mu hng gia cng xut khu cho nc
ngoi ti cng ty v cc sn phm may mc ng n khch tri ni th trng.
Thhai, gi c vn cn cao vi i a s ngi tiu dng, c bit l i
vi i ng cng chc nh nc. Cha thc hin c a dng ho gi c, vic
nh gi vn chn thun da trn chi ph.
Thba, cng ty cha tn dng ht th mnh ca uy tn doanh nghip. Slng cc ca hng, i l tng nhanh nhng phn b khng u, tp trung qu
ln min Bc, cn b hp trn a bn H Ni v mt s tnh pha Bc nh Hi
Phng, Qung Ninh, Thi BnhKhu vc min Trung v min Nam tuy c
tip cn nhng cha c pht trin thong mc d y l nhng th trng
rt tim nng. iu ny gy nn s mt cn i v i khi to ra c s cnh tranh
bn gia cc i l trn cng mt a bn.
Cng tc tiu th hng ho gp nhiu kh khn do: Hng ho tn kho sp
xp cha c khoa hc, cc i l cn gp nhiu kh khn v chon hng. Vic
phn phi hng ho i khi khng p ng ng thi gian giao hng, khngng, khng chng loi hng ho. Bo qun cht lng sn phm, vt t hng
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Cng tc qun l th trng cn lng lo, trn th trng cn c nhiu sn
phm nhi mang tn cng ty nhng cht lng khng m bo lm mt uy tn
ca cng ty. Mt khc, vic qun l cc ca hng i l ca cng ty cn n
gin, cha c nhng rng buc c thi vi h, c nhiu i l mn danh
ting ca cng ty tiu th sn phm ca cng ty khc.
Tinh thn phc v, cung cp thng tin cho khch hng, ly thng tin tkhch hng ca nhn vin ca hng cn yu.
Tht,xc tin hn hp vn cha th hin c vai tr l cu ni thng
tin gia doanh nghip vi khch hng. Cc hot ng xc tin mang tnh cht t
pht nhiu hn l mt hot ng c nh hng c th. Cc hot ng cn n
gin, khng mang tnh cht l mt cng c ca Marketing mix.
La chn thit k thng ip truyn thng xc tin thng mi cha m t
y cc c trng, c tnh ca sn phm, cng nh cc c tnh cn nhn
mnh v cha c tin hnh thng xuyn. Cng ty ch yu da vo cc
phng tin qung co v tuyn truyn nhng khng s dng rng ri m ch tptrung vo mt s phng tin nh: truyn hnh, tp ch Thi trang v cuc sng,
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1.3.3 Nguyn nhn hn ch
Thnht, vic nhn thc v chin lc marketing cnh tranh ca Ban lnh
o Cng ty cn chung chung dn n xy dng mt chin lc marketing thiu
cht ch. Vic t chc trin khai chin lc marketing, cng nh t chc thc
hin cc gii php marketing cha c ng b, s phi hp cc b phn khc
nh ti chnh, sn xut cha c sn khp.Th hai, vic thu thp thng tin, nghin cu th trng, nghin cu
marketing, phn tch c hi Marketing ca sn phm o smi nam cha c
quan tm ng mc.
Cng tc th trng cn ssi, hot ng hiu qu ch cao, cc thng tin
vi th cnh tranh v cc bin php i ph lu di cha c. Cng ty cha coi
vic qung co l mt cng c khuych trng thc s. Vic cnh tranh ca
cng ty ch nhm mc ch tiu th ch cha nhm xy dng mt hnh nh thc
s v mnh.
Do ch trng n th trng nc ngoi trong mt thi gian di nn vicla chn, s dng cc phng tin vn cn t v n gin cha ph hp vi
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Th t, gio dc thc cht lng cho cc nhn vin phn phi v bn
hng cha trit dn n nhn thc ca nhn vin phn phi v bn hng v
cht lng trong chnh cng vic ca h cn hn ch, vai tr ca lnh o cha
pht huy mnh m ti khu ny.
Cng ty cha nh gi cao vic p dng m hnh qun l quan h khch
hng (CRM) vo trong qu trnh phn phi v bn hng ca mnh. V vy, vicgii quyt cc vn lin quan n khch hng cn gp nhiu kh khn v mt
rt nhiu thi gian.
Cng tc chun b sn xut cn yu, hng ho sn xut khng kp thi do:
Sn xut i khi cn ph thuc vo hng xut khu nn khng chng c
hng kinh doanh trong nc; Trnh nng lc qun l ca cn b phng cn
hn ch k thut qun l cha tt, lm vic thiu phng php, thiu s qun
xuyn; Kho tng xp xp cha hp l, khng khoa hc dn n vic cp pht
hiu qu thp.
Cng tc bo qun, vn chuyn, sp xp cc sn phm hng ho angtrong qu trnh d tr hoc hng ho tn ti cc ca hng vn cha c quan
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hoch v bi bn. Hot ng kim tra Marketing khng r, m ch dng li
vic kim tra k hoch qu, nm v mt s ch tiu nh li nhun, tiu th. Cng
ty cng tin hnh kim tra nh gi kh nng sinh li thc t ca cc nhm sn
phm, cc knh phn phi v quy m n hng, tuy nhin hot ng kim tra
chin lc Marketing xem c ph hp vi tnh hnh th trng na khng th
hin ti l cha trin khai c.Cc hot ng qun l cht lng trong phn phi v bn hng cn cha
r rng, c th, mt s hot ng cha c quy nh thnh vn bn, cha c k
hoch c th, khng c t chc. Cc hot ng ny thng khng phi do nhn
vin phng QA m nhim m l do t thanh tra c thnh lp khi c k hoch
thanh, kim tra, thng th t kim tra ny l do nhn vin phng kinh doanh
m nhim. Nh vy, quyn hn v trch nhim ca phng QA trong hot ng
ny s khng c, d dn n s chng cho, kh khn trong vic gii quyt cc
vn pht sinh.
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Chng II
PHN TCH CC YU T CHI PHI N MARKETING HN HPI VI SN PHM O SMI NAM CA CNG TY CP MAY 10
2.1 C IM SN PHM, THTRNG V KHCH HNG
2.1.1 c im sn phm o smi nam
o smi nam l sn phm may mc c tnh thi trang v thm m cao ph
hp vi th hiu ca ngi tiu dng, c x hi tha nhn. Ngoi tnh thi
trang v thm m o smi cn c tnh nng bo v sc kho con ngi: trnh
nng, bi v vi sinh vt, khng hi n da ngi s dng, c th s dng lm
trang phc cng s, mc khi i lm, i chi hoc lm o ng phc v bo h lao
ng, o c thit k d cng v lm vic.
Vic sn xut sn phm o smi nam c cht lng cao nht l nhng
hng cao cp i hi phi c y trang thit b chuyn dng v cng ngh tin
tin nh: my dp mex, my p mex, my l p c... Bn cnh nhng yu cu v
thit b nhng sn phm smi nam cng i hi yu cu cao v chun thng
s o: c tiu chun theo tng nc v tng khu vc, Vit Nam p dng mtthng s chun ring. C bit vi nhng nhm khch hng bo hoc gy th phi
h bit C ht l hi h h i t i
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Khi ng gi sn phm: phi gic dng c v mng sc, khi ng gi
phi c ba v nha gi dng, khi ng gi phi th hin c tt c cc chitit cbn v size ca sn phm cho ngi tiu dng quan st v so snh.
2.1.2 c im th trng - khch hng
2.1.2.1 Phn on thtrng.
th trng trong nc, sn phm ca Cng ty ch yu c tiu th
min Bc vi doanh thu tiu th trn th trng ny lun chim trn 50% tng
thu trn th trng trong nc. Mc tiu th trn th trng ny ln v mc sng
ca ngi dn kh cao, mt khc sn phm ca Cng ty sm c uy tn vi khch
hng, trn khu vc th trng ny so cc i th cnh tranh ca cng ty Min
Bc nh May c Giang, May Thng Long.
Khu vc th trng min Trung: i vi Cng ty y l khu vc th trng
c sc mua thp, doanh thu tiu th thp, mng li tiu th ca Cng ty vn
cha pht trin ti y.
Khu vc th trng min Nam: c sc mua ln, nhu cu phong ph a
dng, doanh thu tiu th ca Cng ty ti khu vc th trng ny ng th hai saumin Bc. Tuy vy, trn khu vc th trng ny, Cng ty phi cnh tranh vi rt
hi i th h t h Vit Ti A Ph Nh B Kt ti
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Nh vy th trng Min Bc l th trng chnh ca cng ty chim hn
70% doanh thu tiu th, tp trung ch yu cc thnh ph ln v cc khu cngnghip nh Hi Phng, Qung Ninh v c bit l H Ni. Cng ty chn th
trng H Ni vi sn phm mi nhn l smi nam nhm mc ch chim lnh
th trng ny ri pht trin mrng sang cc th trng khc v H Ni l trung
tm vn ha chnh tr x hi ca c nc ng thi cng l ni tp trung ng
dn s. thy r hn doanh thu m cng ty t c trn th trng trng im
ny chng ta i vo phn tch bng thng k ch tiu doanh thu tiu th sn phm
o smi nam trn th trng ni a v a bn H Ni sau:
Bng 2.2: Bng k t trng doanh thu o smi nam trn th trng H Ni
NmDoanh thu ni
a (Tr)DT smi nam ti thtrng H Ni (Tr)
T trng doanh thu cath trng H Ni (%)
2002 51.406 26.522 51.592003 59.170 30.200 51.042004 64.700 40.252 62.642005 95.214 53.681 56,382006 139.241 70.191 50,41
Ngun: Phng Kinh doanh
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Nam. Lc ny cng ty phi nh gi cc on th trng khc nhau v quyt
nh ly bao nhiu on th trng v nhng on th trng no lm mc tiu.Vi th trng ni a cng ty c phn May 10 phn on th trng mc tiu
thng qua hai tiu ch l i tng s dng sn phm v a l. c th pht
trin v mrng hn na vo khu vc ny, Cng ty cn phi tin hnh tng hp
nhiu bin php nhy mnh hot ng marketing, cng tc thit k mu m
mi mong p ng c th hiu a dng ca th trng ny.
2.1.2.2 La chn thtrng mc tiu
Nu tnh theo lng dn s sng thnh th th nc ta c 25,5 triu ngi
sng thnh th, trong s ngi trong tui t 2055 chim 51% tng
ng vi 13 triu ngi c mc chi tiu nhiu nht chim 70,3% mc chi tiu ca
dn s, lng chi tiu mt thng t 500 nghn n 1 triu ng/thng, mc chi
tiu cho may mc (c tnh) 2 triu ng/ nm. Th trng muc tiu ca Cng ty
l nhng ngi c thu nhp bnh dn trln do vy c tnh 13 triu ngi ny
chi tiu cho may mc s l 26.000 tng/ nm* Khu vc pha bc
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+ tui t 2055 chim 6,34 triu ngi; lng o smi tiu th t
1,51,8 triu chic/ thng;+ tui t 10 19 chim 2,76 triu ngi; lng o s mi tiu th
khong 1 triu chic/ thng;
+ tui t 55 59 chim 364.000 ngi; lng o s mi tiu th
khong 90.000 chic/ thng;
D tnh tc tng trng trung bnh 13%/ nm, theo d tnh nh trn
th khch hng mc tiu ca chng ta s nm trong tui t 10 55 tui c
mc tiu th o smi nhiu nht trung bnh khong 2,52,8 triu chic/thng
v qun u t 1,72,2 triu chic/thng.
* Khu vc pha nam
- Dn s sng thnh th l 13 triu ngi
+ tui t 2055 chim 51% tng ng 6,63 triu ngi, mc chi ph
cho may mc l 2 triu ng/nm.
+ tui t 10 19 chim 22,2% tng ng 2,89 triu ngi, mc chitiu cho may mc 1 triu ng/nm.
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+ tui t 5559 chim 364.000 ngi; lng o smi tiu th khong
90.000 chic/ thng;D tnh tc tng trng trung bnh 13%/ nm, theo d tnh nh trn
th khch hng mc tiu ca chng ta s nm trong tui t 10 55 tui c
mc tiu th o smi nhiu nht trung bnh khong 2,63 triu chic/ thng
Nhng khch hng ny khng ch quan tm n cht lng, gi thnh m
cn quan tm n hnh thc mu m, bao gi v cc dch v sau bn. Nhng
khch hng l cc t chc th sn phm cung ng l sn phm may mc ng b
v cht liu, mu m, mu sc, to ra tnh thm mng thi vn th hin c
thi lm vic nghim tc, lch s trong cquan, cng s, n v qun i, s
hn nhin mang tnh gio dc qun o hc sinh tiu hc. Kt hp vi cc iu
kin u i, danh ting v cht lng sn phm, May 10 c c mt si
tng khch hng nh kh thng xuyn l hc sinh cc trng trung hc, ph
thng, cn b trc thuc cc ngnh du kh, ngn hng,... Cc sn phm ch yu
m cng ty cung cp l o smi ng phc, qun o bo h v mt s dngchuyn dng khc. Cng ty cung cp rt nhiu ng phc cho cc t chc c
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Bn cnh , khch hng ca cng ty l nhng ngi tiu dng cui cng
ch yu l thanh nin v trn thanh nin c th l gii cng chc hay nhngngi c thu nhp trung bnh...Sn phm ca cng ty ch yu l thi trang cng
schim phn ln vi cc mu sc, kiu dng khc nhau rt a dng thu ht
c nhiu khch hng. Khch hng tiu dng cui cng thng chim t trng
nh song cng ty cng c nhng chnh sch khuyn mi vo thi im tri v.
2.1.2.3 Hnh vi mua hng
Hng may mc khng chn thun p ng nhu cu bo v m cn p
ng nhu cu lm p, nhu cu nng cao a v x hi. Xu hng tiu dng trong
th trng thi trang hin nay phn nh rt r rt theo tng nhm i tng
ngi tiu dng. a s ngi tiu dng hin nay u thch chn qun o may sn
hn n tim v cc l do: khng c thi gian mua vi ri chn kiu, chmay,
mc th, chnh sa... Khc vi trc, gi y ngi tiu dng gn nh
nghing hn v thi trang may sn v sa dng ca th trng may mc v tm
l "n chc mc bn" khng cn l tiu ch hng u m "p, thi trang, gi cphi chng" trthnh tt yu trong xu hng tiu dng hin nay.
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NEM, An Phc, Nh B v May 10. Truyn hnh v bo ch cha c cc nh
sn xut khai thc mnh qung b thng hiu n ngi tiu dng. Ngitiu dng nhn bit nhn hiu trang phc cng s thng qua h thng cc ca
hng trn ng, qua bn b v ngi thn. Nhn chung, ngi tiu dng phn
khc th trng trang phc cng s t ra... trung thnh vi nhn hiu ang s
dng, bng chng l 60% s ngi c hi cho bit khng c nh s dng
nhn hiu mi trong tng lai. Tuy nhin, vn c s khc bit gia ngi tiu
dng H Ni v Tp.HCM v mc trung thnh vi nhn hiu ang s dng:
82% ngi tiu dng Tp.HCM cho bit khng dnh i nhn hiu s dng
trong tng lai, trong khi H Ni t l ny l 39%. ng ch l t l ngi
tiu dng s dng th cc nhn hiu khng cao (cao nht l Vit Tin vi 55%).
iu ny c th do s hin din ca cc ca hng phn phi cha nhiu nn
ngi tiu dng t c chi dng th; mc trung thnh vi thng hiu ang
s dng cao, do lin quan n gu n mc ca ngi tiu dng. Mc gi trung
bnh cho mt b trang phc cng skhong 350.000 ng/b. Tuy nhin, mcgi trung bnh hp l i vi ngi tiu dng l khong 300.000 ng/b. Mc
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chung n mc p nhng khng qu khc ngi; trong khi ngi H Ni li
ch trng n s khc bit, c tnh trong li n mc. Khc bit gii tnh cng dnn nhng quan im khc nhau v thi trang. Nam gii cho rng thi trang cn
phi bt kp thi i, to s t tin, ph hp vi vc ngi v iu kin lm
vic. Vi ph n th ngoi nhng yu t kng ln bi yu t thi trang theo
ma (84%). Ngi H Ni thng c thi quen mua qun o ti cc ca hng
kinh doanh mt hay nhiu nhn hiu, trong khi ngi tiu dng Tp.HCM c v
d tnh hn khi t l mua cc sn phm may mc ti siu th cao gp ba ln so
vi H Ni. Kt qu kho st cng cho thy nam ch yu mua sn phm may
mc ti cc ca hng bn duy nht mt nhn hiu (58%). Trong khi , ph n
li thch n cc ca hng qun o kinh doanh cng lc nhiu nhn hiu thi
trang hn nam gii.
2.1.2.4 nh vsn phm smi nam ca cng ty trn thtrng ni a
Phn khc th trng theo cp (tcao n thp) ca sn phm o
smi nam ca cc doanh nghip may trn th trng:* Phn khc thtrng theo khu vc a l
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Cp 3: Nh B, Artex,
Cp 4: May 10, Vit Thng, Ty , Hng Trung Quc,Cp 5: Cc cng ty may a phng, cng ty lin doanh,
Cp 6: Hng bnh dn, hng ch, hng nhi, hng r tin t Trung Quc
* Phn khc thtrng theo tui, gii tnh
- T ssinh19 tui
Cp 1: Hng ngoi nhp cao cp, hng cao cp
Cp 2: Vit Tin, An Phc, Nh B,
Cp 3: Thng Long, Phng ng, Vit Thng, Ty ,
Cp 4: May 10, cc cng ty may a phng, cng ty lin doanh,
- T 2055 tui
Cp 1: Hng ngoi nhp cao cp, hng cao cp
Cp 2: An Phc, Vit Tin, May 10, Nh B
Cp 3: Thng Long, Phng ng, c Giang, Ty , Vit Thng, Trung
QucCp 4: Cc cng ty may a phng, cng ty lin doanh,
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- T 120.000180.000: Vit Tin, Nh B, May10, Thng Long, Phng
ng, c Giang, Ty , Vit Thng, Trung Quc, Chim (47%) th phn- T 50.000120.000: Hng a phng, hng ch, hng nh, hng TQ r
tin, chim (30%) th phn.
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S 2.1: Snh v sn phm smi nam trn th trng
Mc gi
Cng tyNhn vo snh v thng hiu ta thy thng hiu May10 nm trong
khong (CA) vi mc gi t 120.000500.000 trln
Chng ta cng c th xy dng thng hiu May10 theo gi bn v v
Vit Tin, Nh B, M10,Artex
A5%
B 15%
C 50%
D 30%
Hng cao cp
An Phc, Vit Tin, NhB, M10. Artex
Vit Tin, Nh B, M10,Vit Thng, TQ, Thng
Lon
Hng ch,hng nhi
120.0
180.0
280.000
500.000
80.000
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Gi bn
2.2 NH HNG CA CC YU T MI TRNG MARKETING2.2.1 Cc yu t thuc mi trng vi m
C l l b
Hng
Vit Tin
May10
Nh B, ThngLong
Cng Ty
Cc Cng Ty may
a phng, lindoanh, TQHng km CL,hng nhi, TQ
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Bng 2.3: Ccu lao ngn v: Ngi
Ch tiuNm2002
Nm2003
Nm2004
Nm2005
Nm2006
I/ Tng lao ng 3516 3819 4705 5670 6597
II/ Theo tnh cht lao ng1. Lao ng trc tip 2812 3149 4369 5012 59532. Lao ng gin tip 704 670 664 658 644III/ Theo trnh 1. i hc, cao ng 216 289 315 303 3812. Trung cp 105 150 147 145 152
3. Cng nhn sn xut 3195 3380 4243 5222 6064IV/ Theo gii tnh1. N 2468 2864 3669 4536 52772. Nam 1048 955 1036 1134 1320V/ Theo khu vc1. H Ni 1406 1336 1411 1134 989
2. Cc tnh khc 2110 2483 3294 4536 5608Ngun:
B li t h th t 2002 2006 l l
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cng ty, l doanh nghip chuyn sn xut hng may mc i hi s kho lo, cn
thn v t m ca n gii. Mt khc, lc lng lao ng ca cng ty c tui bnhqun cao, tui trung bnh l 35-40 tui do cng ty c hnh thnh kh lu vi s
ng i ng lao ng lu nm, gn b vi cng ty. iu ny gip cng ty c
c i ng lao ng c tm huyt, trung thnh v c kinh nghim. Tuy nhin,
n cng c nhng mt hn ch l s hn ch v trnh tay ngh, k nng,
sc kho c th nm bt, s dng nhng k thut mi, s qun l mi. Trong
thi gian ti cng ty phi tr ho lc lng lao ng ca mnh c th bt kp
xu hng mi, p ng yu cu t ra trong thi k mi.
- Vcht lng lao ng: Cng ty u t mrng Trng o to cng
nhn k thut may v thi trang. Trong 3 nm qua, Trng ny o to mi
1.846 cng nhn k thut may v o to nng cao tay ngh cho 1.868 cng nhn
may, ct, l, ckh, b sung cho cc x nghip may; t chc o to nng cao
nng lc qun l cho i ng t trng v trng dy chuyn sn xut; phi hp
vi cc trng i hc Bch khoa H Ni, i hc M thut Cng nghip HNi o to cc kho i hc ti chc cc chuyn ngnh cng ngh may, qun tr
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T trng(%) 5,2 14,1 29,4 29,2 15,7 6,4
Ngun: phng hnh chnh tng hpNh vy, a s cng nhn ca cng ty c tay ngh khng cao. Tng theo
bc th l s gim dn s lng cng nhn. Lao ng lnh ngh ca cng ty
chim mt t l rt nh. Sdtrnh tay ngh ca cng nhn May 10 khng
cao l do c th ca cng ty: Cng ty sn xut sn phm khng i hi nhiu
cht xm, khng i hi phc tp cao. Nh cng ty c th tit kim c
chi ph tin lng gp phn h gi thnh sn phm.
- Vi ng thit k: Tuy nhng sn phm ca May l0 xut khu i
nhiu nc trn th gii v c khch hng rt tn nhim, nhng ch yu vn l
gia cng, v thit k v thng hiu ca khch hng. Cn nhng sn phm doMay 10 t thit k vn cn rt khim tn, y l im hn ch m May l0 ang
tp trung u t khc phc. phc v cho hi nhp v quyt thng trong cuc
cnh tranh ny, hin nay, May 10 u t mt phng thit k kh hin i,
ng thi tuyn 4 nh thit k chuyn nghip v lm vic. l cc nh thit
k Quang Huy, c Hi, Vit H v Thng Huyn. H l nhng nh thit k
chuyn nghip tng tham gia nhiu cuc thi v thit k thi trang c t
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(hin nay l qun Long Bin - H Ni) c nm x nghip vi nh ca khang
trang, c cc dy chuyn ct may, git hon thin, h thng l hi, l thi gp otng... vo loi hin i nht ti thi im ny ca th gii. n nay, Cng ty
May 10 cng t chc xy dng mi, tip nhn v ci to nng cp 8 x nghip
may mc ti Hi Phng, Thi Bnh, Nam nh, Thanh Ho, Qung Bnh vi hn
3.000 cng nhn, trong c x nghip May Bm Sn (Thanh Ho) lm n thua
l nhiu nm chuyn v cho Cng ty qun l, sau hn mt nm t chc li sn
xut v i mi thit b, cng ngh chn ng c l; t qu 4 nm nay
c li. Cho n nay cng ty c cc h thng my mc thit b ch yu:
- H thng thit b chuyn nghip CAD/CAM ca hng SCHMIDT- M
v LECTRASYSTEM- CH Php dng thit k thi trang, thit k mu, truy
nhp mu v gic ct.
- My kim tra vi MANSANG- Hng Kng dng kim tra li vi v
chiu di cun vi trc khi a vo sn xut.
- Cc loi my p mex KANNEGIESSER- CHLB c, p thy lc theophng thng ng vi h thng lm lnh cng sut cao, m bo kt dnh tt
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- Vcng ngh: Cng vi h thng my mc thit b l cng ngh sn xut
sn phm. to ra mt sn phm may mc hon chnh cn rt nhiu cng onsong c th tm li gm qu trnh sn xut sn phm v qu trnh ph tr.
S 2.2 : Qui trnh sn xut o smi nam
Thit k muGic s mu
Ct
MayTha nh
Thu
Kim tra cht lngSP
In
Git miGit mm
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Quy trnh sn xut chnh
Quy trnh sn xut ph+ Khu thit k mu do phng k thut ca Cng ty m nhn, c nhim
v nghin cu thit k sn phm theo ng yu cu ca khch hng t, sau
lp rp ln ba cng.
Quy trnh thit kc kim sot nghim ngt da trn csnh gi
nng lc, thit b cng ngh sn xut v p ng yu cu k thut, tin
giao hng cng nh tnh kinh t m sn phm mi em li. May 10 cng l mt
trong s t cc doanh nghip dt may a CAD CAM (ch vit tt ca
Computer Added DesignComputer Added ManufacturingMy tnh trgip
thit k v sn xut) vo s dng trong cng nghip may mc, thc hin ccchc nng nh v phc tho, m t cht liu vi, to ra bn v k thut y ,
thit k thng ln ngi tht, trng by hng.
+ Chun b cc nguyn vt liu u vo nh vi, ch, mex, cc, trong
vi l nguyn liu chnh. Nguyn liu c a n cng on ct thnh nhngming vi. Sau c chuyn n cng on thu in nu cn, nh thu hnh
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Ton b qui trnh c hin i ho v chuyn mn ho rt cao, gia cc
giai on cng ngh c s phi hp nhp nhng, ng b. Mi cng on trongquy trnh u l mt mt xch quan trng t c thit k, to nn gi tr
s dng v cht lng sn phm nhm tha mn nhu cu khch hng.
*c im vti chnh
May 10 hin ang l cng ty c phn vi s vn ngn sch chim mt t
trng kh ln trong tng ngun vn ca cng ty (51%). Hng nm cng ty cng
tch ly b sung vn t li nhun v huy ng vn c phn t ngi lao ng
dn n vn ca cng ty lin tc tng.
Bng 2.5: Ccu vn
n v: Triu ngCh tiu 2002 2003 2004 2005 2006
Vn iu l 40.000 40.000 45.000 54.000 54.000
Vn kinh doanh 4.278 4.345 4.987 5.595 12.204
Qu DPTC 2.070 1.090 527 413 873
Qu phc li 2.103 2.549 2.679 3.517 4.249
Li li 987 1.175 1.207 1.390 6.480
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Ngun vn ca doanh nghip c huy ng t nhiu ngun khc nhau
nh vn kinh doanh, cc ngun qu, li nhun cha phn phi, vay di hn, vayngn hn, vn c phn huy ng t cn b cng nhn vin. Cng ty s dng vn
vay nhiu hn vn t c. iu ny th hin tnh nng ng ca cng ty trong
vic s dng vn i vay ch yu u t pht trin, u t dy truyn cng
ngh, xy dng cbn m bo tnh hiu qu trong sn xut. Vn lu ng
doanh nghip tranh th cc ngun vn vay vi li sut thp v y nhanh tc
quay vng vn, nng cao hiu qu sn xut kinh doanh. Trong khi vn t c
c s dng lm vn kinh doanh, lm cc qu, cc ngun kinh ph, qu d
phngm bo gim bt nguy cri ro trong k hoch sn xut.
Tuy nhin, vic s dng vn i vay cng s gy khng t trngi cho May10. Th nht, li sut lm tng chi ph, tng gi thnh sn phm. Th hai, khng
n nh, d gp ri ro nh thu hi vn hay thiu vn, lm sn xut b ngng tr,
nh hng n k hoch sn xut nh mt uy tn vi khch hng v giao hng
chmkh c th huy ng lun khi cn thit.
2.2.1.2 Cc nh cung ng
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Weaving Co.ltd (Thi Lan).Ngoi ra, cn c mt s nh cung cp nguyn liu
ni a cho May 10 nh: Cng ty TNHH Dt Choongnam Vit Nam (ng Nai),Cng ty Pangrim (Vit Tr - Ph Th). Vi mt phng hng pht trin m
rng ra th trng nc ngoi, phc v th trng quc t l chnh, xm nhp vo
cc th trng kh tnh khng nh mnh, thc y May 10 phi c gng,
n lc rt nhiu. V iu ny dn n tt yu cc nguyn liu ca May 10 cng
cn phi t tiu chun. Do vy, hu ht (ti 80%) nguyn liu ca May 10 c
nhp t nc ngoi. y l mt thun li cho cng ty CP May 10 c c sn
phm tt, cht lng cao, c khch hng quc tn nhn. Khng nhng th
ph liu cng c nhp t nc ngoi. Nh cung cp ph liu chnh ca cng ty
CP May 10 l Wendler Interlining H.K.ltd (Hng Kng), Hingloong Trading Co.(Hng Kng). Trong nc, cng ty thng mua t cc nh cung cp: Cng ty
TNHH SX - TM Nht Li (Q6 - TpHCM), Cng ty TNHH Song To (Q1), Cng
ty TNHH SX - TM Cm Pht (Q.Tn Ph). Ph liu phn ln c nhp khu,
v th cng gy khng t kh khn cho May 10 v vn vn chuyn, gi thnh.
Bng 2.6: Cc loi nguyn, ph liu ch yu
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3 Hm hp chic 1
Ngun: Phng Khoch gii quyt nhng kh khn , hin nay May 10 ang c gng tm
kim, khai thc cc nh cung ng ni a tim nng, u t pht trin dy chuyn
sn xut nguyn ph liu (t cung ng). y l mt trong nhng gii php kh
hiu qu. Tuy nhin, vic t cung ng s gy kh khn ln cho May 10: u t
mt khon tin ln ng thi li c ri ro cao khi t sn xut nguyn ph liu.
Bn cnh , mt thc t cho thy, cht lng vi ca Vit Nam cha t c
cc tiu chun quc t. V vy, vic tm kim th trng nguyn ph liu ni a
l rt kh. Chnh v th, cng ty CP May 10 cn phi c nhng nh hng ng
n, cng nh c mt k hoch lu di v hon thin.2.2.1.3 Cc trung gian marketing
Cc trung gian marketing bao gm h thng cc i l, cc nh phn phi,
cc ca hng, hng vai tr c bit quan trng trong qu trnh tiu th sn
phm, tc ng cc chnh sch marketing ti ngi tiu dng cung nh tip
nhn cc phn hi t ngi tiu dng. i vi sn phm may mc, p ng nhu
cu ph bin rng ln ca cc i tng tiu dng cc khu vc a l khc
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trin mnh m, chnh sch mca ca Nh nc to iu kin cho cc doanh
nghip pht huy tim nng sn c ca mnh. Vi mc sng v thu nhp cangi dn tng ln lm cho nhu cu tiu dng hng ho tng theo.
Tiu dng ca Vit Nam cng tng trng mc kh. Trong 5 nm
qua, kinh t Vit Nam tng trng trung bnh 7,5%/nm, trong khi tiu dng
tng 7,7%/nm. iu ny chng t khi nn kinh t tng trng lu di v n
nh, thu nhp ca ngi dn tng nn h an tm hn, tm l Tch cc phng
c cng gim bt. Theo B Thng mi, hin nay, t l qu tiu dng cui
cng (l cn trn ca tng mc bn l hng ho) so vi GDP ca Vit
Nam ang thuc loi cao so vi cc nc trong khu vc (trn 70%), trong khi
ca Singapore l 55,9%, Malaysia 58,2% v Thi-lan 67,7%... D bo giai on2006 - 2010, tng mc bn l hng ho chim khong 80% qu tiu dng cui
cng.
Bn cnh , mc chi tiu gia cc vng c s thay i. Theo iu
tra ca Trung tm Nghin cu ngi tiu dng v doanh nghip (Bo Si Gn
tip th) tin hnh iu tra 660 ngi tiu dng c tui t 18 n 50
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tng ca TP.H Ch Minh trong thi gian gn y. Kt quiu tra ca Trung
tm Nghin cu ngi tiu dng v doanh nghip c nu trong bng di y:Bng 2.7: Mc tiu dng Tp H Ch Minh v H Ni
TT Khon chitiu
TP.H Ch Minh H NiS ln S tin S
tin/lnS ln S tin S
tin/ln
1 Du lch trongnc 1,92 2,609 1.358 1,71 3.962 2.322
2 Du lch ncngoi
1,00 8,772 8.772 1,17 14.875 12.750
3 Mua qun o,m phm
3,85 1,788 464 7,32 2.206 302
4 Mua thit b
ni tht
1,28 4.974 3.760 1,24 5.873 4.736
5 Mua SP int
1,48 4.744 3.197 1,26 4.625 3.676
6 Dch v y t,sc kho
3,38 1.208 358 3,16 1.039 329
7 Mua cc SP
dch v khc
1,64 38.892 23.715 1,83 52.533 28.655
Ngun: Trung tm nghin cu ngi tiu dng v doanh nghip
Qua bng trn ta c th thy trong hu ht cc khon chi tiu tng s tin
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S gia tng kh nng chi tiu ca ngi dn, chnh lch chi tiu gia cc
vng, min l nhng cn c quan trng cc doanh nghip xy dng chinlc kinh doanh theo chin thut phn on th trng, b tr v pht trin kt
cu h tng thng mi ph hp vi sc mua. Xu hng mua sm hng gi tr
cao, hng hiu, chy theo model mi ang xut hin gii tr thnh ph bt
u theo kp xu hng tiu dng ca khu vc v th gii. i vi nhm hng
qun o v thi trang, vic mua sm c thc hin theo nhiu knh phn phi
khc nhau: chtruyn thng, ca hng chuyn doanh, ca hiu thi trang, siu
th, trung tm thng mi hay ca hng h gi. Hn na, nhnng cao thu nhp
nn nhu cu ci thin iu kin sinh hot trong mi gia nh ngy cng ln hn,
to tin thun li mrng quy m kinh doanh nhm hng ny.- Hi nhp kinh tquc t: Khi Vit Nam gia nhp T chc thng mi
th gii WTO th May 10 cng nh cc doanh nghip dt may trong nc s c
nhng thun li ln trong vic m rng th trng, chng hn nh hip nh
thng mi Vit M quy nh vic khng hn ch nhp khu dt may t Vit
Nam vo M c hiu lc to cho doanh nghip chi mrng th trng ti mt
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xc tin thng mi ly t khon l ph hn ngch do doanh nghip np thng
xut khu cho cc doanh nghip c thnh tch tt. Tt c cc khon u i ny smt i cng vi vic nc ta gia nhp WTO cho d s tin m h nhn c t
qu khng ln lm (ch khong 5 triu USD cho ton ngnh) trong khi thc t
cc doanh nghip phi np cho nh nc cc khon ph v l ph cao hn nhiu
ln so vi nhng g h nhn c.
Theo l trnh ct gim thu quan AFTA sau nm 2006, thu nhp khu vi
v hng may t cc nc ASEAN gim xung cn 5% trong khi trc y l
50%.. Vic ct gim hng ro thu quan bo h s to thm sc p cnh tranh
ngay trn th trng ni a, cc doanh nghip s phi chia s th trng ni a
cho cc i th nc ngoi.2.2.2.2 Mi trng nhn khu
- Khu vc pha bc (t Qung Tr trra)
Tnh n thi im hin nay dn s nc ta l 85.125,000 ngi, tp trung
tng i ng u cho 2 min bc v nam, min bc chim 48,8% dn s vi
41,541 triu ngi; trong 12,42 triu ngi sng thnh th, ring th H
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thnh ph H Ch Minh l 5,8 triu ngi trong qu trnh lun chuyn lao ng
s ngi tp trung khu th ln ny c th ln n 8 triu ngi, cn li l30,59 triu ngi sng nng thn v trung du min ni.
Vi quy m 13 triu ngi sng thnh th th s ngi trong tui t
15 55 chim khong 62% s ln n 8,06 triu ngi v y cng l lng
khch hng mc tiu v tim nng ca ngnh may mc chng ta trong giai on
hin ti v trong tng lai.
S tng dn sng ngha vi s tng nhu cu tiu dng, iu mra
mt trin vng cho s pht trin ca ngnh sn xut may mc. Vi kt cu dn s
tr l mt iu kin thun li sn xut v kinh doanh cc sn phm v trang
phc cng snh o smi.
2.2.2.3 Mi trng tnhin, vtra l
Th trng ni a ca cng ty May 10 ch yu l th trng min bc vi
th trng ln l H Ni. y l ni tp trung ng dn s vi kh hu bn ma
khc nhau. Do vy, th hiu tiu dng ca khch hng ph thuc vo thi tit khhu nn cng ty cng phi cung cp cc sn phm theo tng ma v ph hp
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c li th vn chuyn hng i khp ni trong ni a cng nh xut khu ra
th trng nc ngoi d dng m vi chi ph thp nht. c xy dng trn khut rng trn 28.000m2 nn cng tyc iu kin pht trin cc x nghip ti ch
thun li cho vic qun l, sn xut v tiu th.
2.2.2.4 Mi trng khoa hc kthut
Hin nay, s ra i ca nhng nguyn ph liu mi gip phc v tt
hn nhu cu a dng ca mi i tng khch hng t gip cng ty c th
thit k nhiu chng loi sn phm mi v a dng ho mt hng cung cp cho
ngi tiu dng. S ra i ca cng ngh mi lm xut hin v tng cng u
th cnh tranh ca cc sn phm thay th, e do cc sn phm truyn thng, to
iu kin cho nhng ngi mi xm nhp v lm tng p lc e do cc doanhnghip trong ngnh, bn cnh s xut hin ca cng ngh mi lm rt ngn
vng i cng ngh, i hi doanh nghip phi rt ngn thi gian khu hao so
vi trc. Bn cnh , s bng n cng ngh mi li to cho doanh nghip c
hi thc y qu trnh ci tin sn phm, nng cao nng sut may, gim chi ph
sn xut v nng cao cht lng sn phm nn sn phm r hn, cht lng tt
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may Vit Nam nm 2006 phc v nhu cu qun tr v hp nht thng tin t
cc n v thnh vin.2.2.2.5 Mi trng chnh tr, php lut
Nc ta c nh gi l mt trong nhng nc n nh chnh tr nht th
gii. l yu t quan trng gip cho cc doanh nghip khng ch May 10 c
kh nng trthnh i tc kinh doanh ca cc nh u t nc ngoi v to cho
ngi lao ng yn tm lm vic nng cao nng sut cht lng sn phm. y
l iu kin thun li to ra mi trng kinh doanh lnh mnh vi cc chnh
sch thu ht u t nc ngoi pht trin doanh nghip trong nc nhng
cng l nguy ckhi m cc doanh nghip may mc nc ngoi c chi thm
nhp th trng ni a.Hin nay c cc tiu chun v sn xut, cc quy ch v cnh tranh, vic
bo v bn quyn, pht minh sng ch, chnh sch thu quan i vi hng nhp
ngoi...cng ang c p dng nhm bo v doanh nghip khi tnh trng hng
gi, hng nhi ng thi tn vinh cc thng hiu Vit. Tuy nhin do c im
kinh t nc ta cn manh mn nn php lut cha thc s bo v ngi sn xut
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ngi c mc chi tiu ngy cng ln trong x hi, nht l vi mt hng thi
trang.Vic tip cn cc khuynh hng thi trang th gii hin nay khng phi l
qu kh vi ngi tiu dng. Vi s trgip ca cc phng tin internet v
hng khng hin i, khong cch gia thi trang quc t v Vit Nam hu nh
khng qu cch bit. Cc nhn hiu thi trang ni ting th gii cng vi nhng
b su tp thi thng nht lin tc c gii thiu ti Vit Nam trong thi gian
qua ni ln iu ny. Thm m thi trang ca ngi tiu dng Vit hon ton
bt kp vi th trng thi trang quc t. Ngi tiu dng trang sn sng chi
ngy cng nhiu tin hn na tha mn sthch thi trang c nhn, kim tm
sc o, khc bit khng nh c tnh.Mt khc, nhn hiu v kiu dng thit k l yu t hng u ngi
tiu dng quan tm khi la chn sn phm, chsau bn v cng dng ca sn
phm, cn gi c v khuyn mi khng cn l mi quan tm ln na. iu ny
chng t thu nhp tng c tc ng mnh n tm l tiu dng ca ngi dn.
Tuy nhin, hin nay ngi tiu dng vn cn tm l chung hng ngoi
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im ng lu i hi Cng ty May 10 nghin cu k thit k ra nhng mu
m sn phm p ng tt nht th hiu tiu dng.2.3 PHN TCH I TH CNH TRANH
2.3.1 Cc doanh nghip trong nc
Thc t cho thy l th trng trong nc, sn phm o smi nam ca
cc cng ty may Vit Tin, may c Giang, Nh B, .. v ang tch cc m
thm mng li tiu th l cc ca hng i l cc thnh ph ln k cn tn
tay ngi tiu dng. H cng nhn thy th trng ni a l mt th trng
tim nng y sc ht v ang ra sc tng doanh s bn th trng trong nc
ginh li th phn bng sc cnh tranh ca sn phm. Cc cng ty ny lun l i
th mnh ca cng ty c phn May 10.Bng 2.8: c lng mc sn lng (smi) ca tng i th
- Khu vc pha bc
Tn cng ty SL tiu th bq/thng (chic)
DT/ thng(tng)
S lng CH S lngL
Vit Tin 13.000 2 20 70Nh B 12.000 1,67 40 70An Phc 3.500 1,3 10 10
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Bng 2.9: Phn tch im mnh/yu ca mt si th mnh trn th
trng ni aThng hiu im mnh im yu1. Vit Tin - H thng phn phi rng ln
- Dch v mi l nhanh- Thng hiu lu nm vmnh
- a dng ho kiu dang vmu sc, kiu dng v musc p hp thi trang- Cht lng SP ng u, gic ph rng- Trang thit b bn hng hini, k thut ng bao gi p
- Chng loi sn phm chaphong ph, a dng- Phn khc sn phm mc gi cao nhm vo th
trng cao cp- iu kin m i l cnnhiu cn tr- Tp trung qu nhiu voth trng o smi, qun uv Comple.- Qun l th trng km
dn ti nhiu hng gi/ nhi2. Nh B - H thng phn phi rng ln
- Th tc, dch v m i lnhanh gn, n gin- Chng loi SP phong ph adng- Mu sc, kiu dng phongph, a dng, p v hp thitrang
- Ccu SP cha ng u- Nhp cung ng hngho n i l chm, khngu, khng hng bn- Trong ca hng, i lbn qu nhiu nhn hiu SP- Mt CH, i l kong u
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trung bnh trln- Trang thit b CH, bn hngngy cng c ci tin
- Cch trng by SP chagn gng v cha chuynnghip
4. An Phc - Thng hiu mnh- H thng ca hng, i lchun mc- Kiu dng, mu m SP, baob p
- Cht lng SP tt thuchng cao cp- Gi c hng ho cao tothng hiu mnh
- Thng hiu mnh- bn SP, gi c cao- Phn khc th trng nh,nm phn chap- Mng li phn phi nh
Ngun: Ban Marketing Cng ty CP May 10
Cc cng ty ny u c sn phm phong ph vi nhiu mc gi khc nhau
phc v cho mi i tng t qun o tr em n ngi ln. gi vng thtrng hin ti v pht trin th trng mi cc i th cnh tranh ca May 10
u a ra cc chin lc marketing ring vi h thng knh phn phi, xc tin
hn hp, sn phm cht lng cao. Cc cng ty cnh tranh vi May 10 u c h
thng phn phi trn a bn thnh ph H Ni v H Ni cng l th trng
trng im vi mt s lng ng k - cc ca hng v i l. Ngoi ra, cc
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hiu ring, vi nhng c th ring, to nhiu ng cp v phong thi khc nhau
cho tng dng sn phm, v d:- Cng ty An Phc rt thnh cng khi da vo thng hiu Pierre
Cardin nhm thu ht tm l a chung hng ngoi ca khch hng ng thi a
n tay ngi tiu dng nhng sn phm c cht lng v nng lc cnh tranh
cao hn. Cng ty hin l nh sn xut c quyn thng hiu ny v thng qua
thng hiu y, qung b nhn hiu sn phm An Phc. Sn phm thi trang
dnh cho nam gii ca An Phc hin c sn xut bng nhng loi nguyn
liu tuyn la k, gi mt o smi nam ca An Phc cao gp nhiu ln gi mt
o smi nam cng nghip ph thng. Trn th trng hin nay, ngi tiu dng
c th mua c nhng chic o smi nam vi rt nhiu mc gi khc nhau, t10.000-20.000 ng/chic n 300.000 ng/chic. S khc nhau v gi y
chnh l gi tr thng hiu cn v nguyn liu khng khc nhau nhiu.
- Cng ty Vit Tin cng tung ra th trng sn phm o smi nam cao
cp, sn xut trn nn vi c bit gi ti 800.000-1,2 triu ng/chic. Vit Tin
ni ting trn th trng vi chng loi o smi nam c mc gi t trung bnh tr
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tc l sn xut rp khun theo nhng mu m i tc a ra nh trc y,
doanh nghip cng dn chng hn trong khu thit k mu m nhm tng gitr gia tng cho sn phm ca mnh.
2.3.2 i th tim n v sn phm ngoi nhp
Bn cnh cc doanh nghip trong ngnh, cc loi sn phm may mc
ngoi nhp cng ang l i th cnh tranh ng gm ca Cng ty may 10. i
vi sn phm o smi nam cao cp, cnh tranh vi cng ty c phn May 10 cn
c cc sn phm cao cp ca Hn Quc, Italia l nhng sn phm c
danh ting trn th trng v c kh nng cnh tranh cao v mu sc, kiu dng,
cht liu m cht lng hng ni kh c th cnh tranh c. Cui cng khng
th khng kn cc sn phm ngoi nhp: Trung Quc, Thi Lan trn vo theong tiu ngch, bun bn trn thu vi khi lng kh ln. Mt hng ny rt
phong ph v chng loi, mu sc, kiu dng, kt cu hp l, gi c li thp ph
hp vi ti tin mi tng lp trong x hi.
Cc sn phm ny vo Vit Nam theo 3 con ng: ng mu dch,
ng phi mu dch v ng tiu ngch. Trong ng tiu ngch l con
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trong cuc chin cnh tranh th trng ni a. Bn cnh cn phi kn
hng may mc cao cp ngoi nhp mang m du n ca thi trang th gii(mt) vi nhng phong cch thit k ht sc a dng, hin i, cht liu phong
ph. C th k tn nhng nhn hiu ni ting nh: Alain Delon, Chagan,
GuylaRoche (Php), Gutman,Guess,...(M), SeidentSticker, Marubeni, Kaneta
(Nht). Hu ht cc sn phm cao cp ny u c bao b p, sang trng, k
thut may tt vi nhng ph liu t gi.
Ngoi ra May 10 cng gp phi nhng s cnh tranh ca cc doanh nghip
dt may c vn u t nc ngoi 100% v ang pht trin ti cc khu cng
nghip v khu ch xut vi li th vn u t ln, my mc thit b hin i, c
kinh nghim trong qun l sn xut kinh doanh v thu ht nhiu lao ng giica cc doanh nghip dt may Vit Nam. Cc i th ny vi u th l th
trng Vit Nam c sn, my mc a vo mi nht, qun l gii, nhiu kinh
nghim trong khi cc doanh nghip dt may Vit Nam c thnh lp ch gii
quyt ngun lao ng ti ch, khng quan tm u t my mc thit b. Do ,
nu cc doanh nghip Vit Nam khng thc thi chuyn i t duy qun l th
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t cng nh trong ni a: cc doanh nghip ca Trung Quc, nc ng u v
xut khu hng may mc hay Mexico, Honduras- nc ng th 2 v 3 trongxut khu sang Hoa K. Khi Vit Nam gia nhp WTO, thu nhp khu hng may
t cc nc ASEAN gim xung cn 5% nn y c th l i th cnh tranh
tim n v y l nhng nc c ccu mt hng tng i ging Vit Nam.
Tuy nhin, i th cnh tranh chnh ca hng dt may Vit Nam khng nm
trong khi ASEAN m Hn Quc, Nht, i Loan, Pakistan, n . Nhng
nc ny s to ra sc p ln th trng ni a lm cho cuc cnh tranh ngy
cng trln khc lit hn. Cng nhiu doanh nghip tham gia th trng th cnh
tranh cng quyt lit hn, chic bnh th trng sc chia nh hn, li nhun
s t hn cng vi s gia tng i th tham gia th trng. Tuy nhin nu doanhnghip bit cch khai thc th trng v tm ra cho mnh mt gii php ng n
th nht nh cng s c mt phn trong chic bnh .
2.4 PHN TCH M HNH SWOT TRN THTRNG NI A
2.4.1. Cc im mnh v im yu ca cng ty
* im mnh (S):
1 C l di h h h h h ti th
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giao hng nhanh. Bn cnh , li th v k thut sn xut cho php doanh
nghip khai thc kh tt nhu cu th trng.5. Nng sut lao ng cao khong 25 o/ngi/ca. Vi nng sut ny
Vit Nam ch c mt s cng ty nh may Vit Tin, may Nh B v nhng cng
ty c vn u t nc ngoi vi k thut hin i mi t c.
6. i ng lao ng qun l v lao ng k thut ngy cng nng cao v
s lng v cht lng. Nhng lao ng ny c o to bi cc trng i
hc, cao ng chuyn ngnh v khng chuyn ngnh dt may.
7. Doanh nghip chim th phn cao trn th trng (7% th trng ni
a). Thng hiu may 10 c rng ri ngi tiu dng trong c nc bit n,
c bit cc cc tnh Min Bc.8. Vi hnh thc c phn 51% vn iu l do Nh nc chi phi th doanh
nghip c th huy ng vn t cn b cng nhn vin hoc thng qua th trng
chng khon.
* im yu (W):
1. Gi tr gia tng thp do duy tr qu lu hnh thc gia cng do trong mt
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11. S lin kt Si-Dt-May ca cc doanh nghip may trong ngnh cha
cht ch v duy tr qu lu hnh thc gia cng nn khng phi chng trong tmkim ngun nguyn liu sn xut.
2.4.2. Cc chi v thch thc
* Chi (O):
1. Th trng ni a vi trn 80 triu dn l mt th trng y tim nng.
Tuy nhin, nhu cu hng dt may ca khch hng hin ti cha khai thc ht, gia
tng theo tc tng trng kinh t Vit Nam v s thay i ccu chi tiu h
gia nh. Kh hu nhit i gi ma, nng m, thch hp vi cc sn phm ca
cng ty, c bit l o smi -sn phm ch lc ca May 10.
2. Quy m nhu cu ca khch hng nc ngoi v sn phm nhiu nhngcha khai thc ht, kh nng pht trin khch hng mi do m rng quan h
ngoi giao thng mi ca Chnh ph.
3. Nguyn liu vi si ni a c thp ng mt phn nhu cu ca sn
xut ca doanh nghip do cng nghip dt c nhng bc pht trin, c bit
l sau khi th tng Chnh ph k quyt nh chuyn cng ty Bng Vit Nam
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quan h nh trng v doanh nghip c thit lp. Sinh vin trong qu trnh
hc tp c th nng cao k nng thc hnh ca mnh p ng tt nht yu cuca doanh nghip.
* Nguy c(T):
1. ng u vi nhiu i th cnh tranh ngoi nc ngay trn th trng
ni a. Trc ht l chu s cnh trnh ca Trung Quc - ngi khng l trong
ngnh may mc. L nc ng dn nht th gii li nm trn con ng tla
nn ngnh dt may nc ny rt pht trin. Ngnh dt may Trung Quc c
sc cnh tranh mnh trn th trng th gii v ngnh ny c nhiu li th t
nguyn liu bng, x, ho cht, thuc nhum cho n my mc thit bu do
th trng trong nc cung cp cng vi gi nhn cng thp v cc chnh sch htr xut khu ca chnh ph Trung Quc. Cc nc ASEAN vi li th th
trng tiu th sn c, gi thnh sn xut va phi, t tc c nguyn liu
v ph kin c cht lng cao nn gi thnh r, li c nhiu nhn mc quen
thuc trn th gii. Bn cnh vic cnh tranh vi nhng nc ny trn th trng
quc t th cng ty cng phi chu s cnh tranh ca nhng nc ny ngay ti th
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nhp lu, trn thu, hng nhi nhn,... chim th phn kh ln lm gim uy tn
ca doanh nghip cng nh to ra s cnh tranh gay gt trong ngnh.4. S qun l chng cho ca cc B hu quan i vi ngnh dt may (B
Cng Nghip, B K hoch & u t, B Thng Mi,...) gy tr ngi trong
qun l, hn ch tnh chng trong sn xut.
5. Khch hng trong nc yu cu ngy cng cao v cht lng, mu
m,...sn phm.
6. Cht lng ca cn b qun l, lao ng k thut v sn xut trn th
trng lao ng thp. Do cch o to truyn thng ca Vit Nam, sinh vin tt
nghip c k nng thc hnh yu,nh trng v doanh nghip c mi quan h
lng lo nn lao ng qun l thiu iu kin hiu bit v thc hnh chuyn su.Lao ng k thut chuyn ngnh dt may c o to ti cc trng i hc
M thut, i hc S phm k thut,... cha p ng nhu cu, lao ng thit
k sn phm may thiu trm trng v cha c o to chnh thc.
7. Cc h tr ca Chnh ph nh min gim thu thu nhp doanhnghip, u i v xut khu, h trvay vi li sut thp i vi Ngnh dt maykhng cn.
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2.4.3. Cc kt hp im mnh, yu ca cng ty khai thc chi th
trng v khc phc im yu, hn ch ri ro c th c
Mi trng
ni b
im mnh (S)1. Ngun lao ng di dovi gi nhn cng thp.2. Ti chnh tng i tt.3. Chi ph vn ti thp.4. Uy tn ln,my mc thitb hin i, li th ring vk thut sn xut .5. Nng sut lao ng cao.6. S lng v cht lnglao ng qun l v k thut
c nng cao dn7. Th phn cao (chim 7%th phn ni a).
im yu (W)1. Gi tr gia tng thp,hius