Lun vn tt nghip

----------------------------------------------------------------------------------------------

Lun Vn Tt Nghip
Mt s bin php nhm nng cao
sn lng tiu th
sn phm ti Cng ty Lin doanh
TNHH sn xut v kinh doanh tm bng
PE H Ni

Nguyn Quang Minh

5A14 - 2000A932
-----------------------------------------------------------------------------------------------

Li ni u
Trong nn kinh t th trng, cng tc tiu th c ngha quyt nh
n mi hot ng ca doanh nghip. Bi v c tiu th c sn phm th
cc hot ng ca doanh nghip mi c th din ra mt cch lin tc, m
bo cho doanh nghip thc hin mc tiu v pht trin.
Mt khc, mi trng kinh doanh lun bin ng, th trng lun vn
ng theo nhng quy lut vn c ca n. Trong khi mi doanh nghip u
mun chin thng trong cnh tranh v dnh thng li trong th trng. Mun
vy ch c cch l phi cng c v m rng th trng tiu th sn phm ca
doanh nghip.
Sau 4 nm hc tp ti trng i hc Qun l v Kinh doanh H Ni v
thi gian 2 thng thc tp ti Cng ty Lin doanh TNHH sn xut v kinh
doanh tm bng PE H Ni, em chn ti nghin cu " Mt s bin php

nhm nng cao sn lng tiu th sn phm ti Cng ty Lin doanh

TNHH sn xut v kinh doanh tm bng PE H Ni ".
Kt cu ca lun vn chia thnh 2 chng :
Chng I :

Phn tch thc trng v cng tc tiu th sn phm ti cng ty H

Ni - EVC trong thi gian qua.
Chng II :

Nhng gii php nhm nng cao sn lng tiu th sn phm ti

cng ty H ni EVC.
Em xin chn thnh cm n s gip ca cc c ch trong phng kinh
doanh ti ni thc tp v c bit s gip ch bo tn tnh ca c gio Th.s
Nguyn Thu H rt nhiu trong thi gian thc tp v vit lun vn tt nghip.
Em xin chn thnh cm n !
2

Lun vn tt nghip
----------------------------------------------------------------------------------------------

chng I
phn tch thc trng v cng tc tiu th sn phm ti Cng ty H Ni
evc trong thi gian qua
I. Gii thiu chung v Cng ty

1. Qu trnh hnh thnh

Cng ty Lin doanh TNHH sn xut tm bng P.E H Ni c thnh lp
theo giy php u t s 653/GP ngy 04/8/1993 ca UBNN v hp tc v u t (Nay
l B k hoch v u t).
Tn giao dch : HANOI - EVC
Tr s Cng ty t ti : 106 V Xun Thiu - Phng Si ng - Qun Long
Bin Thnh ph H ni
Tng s vn u t : 2.500.000 USD
Vn php nh

: 2.500.000 USD

Trong :
- Pha Vit Nam gp 1.625.000 USD chim 65% vn php nh gm: t ai,
chi ph xy dng nh xng, thit b vn phng v phng tin vn ti.
- Pha Hng Cng gp 875.000 USD chim 35% vn php nh gm: my mc
thit b.
Thi gian hot ng l 25 nm k t ngy c cp giy php u t. K t khi
thnh lp n nay cng ty khng ngng trng thnh v pht trin.

2. Chc nng v nhim v ca Cng ty H Ni - EVC

* Chc nng: Sn xut, kinh doanh tm bng P.E (bng polyester) v cc
sn phm t bng P.E (chn, ga, gi) tiu th trong nc v xut khu, thc
hin ng cc lnh vc kinh doanh ng k vi Nh nc.
* Nhim v: Cng ty phi y mnh cng tc kinh doanh, t hch ton, kinh
doanh phi c li, bo ton c vn, t doanh thu v kim ngch XNK, khng mt
vn v cng n trong kinh doanh. Thc hin ngha v v quyn li i vi ngi lao
ng theo ng quy nh. Thc hin cc bo co thng k, k ton, bo co nh k ln
hi ng qun tr, chu trch nhim v chnh xc ca n. Cng ty c ngha v phi thc
hin cc khon np i vi Nh nc nh: thu, bo him

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------3. T chc b my ca Cng ty H Ni - EVC
Cng ty lin doanh c y t cch php nhn, c con du ring, c ti
khon ngn hng v hot ng sn xut kinh doanh theo quy nh ca php lut
Vit Nam.
S t chc ca Cng ty H Ni EVC

Hi ng qun tr

Gim c

Phn
Phn
Phn
Xn
Xn
g k
g k
g k
g sn
g
hoc
ton
thut
chn
xut
ti v
h
chn,
bng
kinh
ga,
doan
gi..
Hi ng qun tr gm c 7 ngi trong pha Vit Nam 5 ngi, pha
Hng Kng 2 ngi. Nhim k ca hi ng qun tr l 2 nm, nhim k ca ch
tch v ph ch tch HQT c c lun phin theo th t :
Vit Nam - Hng Kng - Vit Nam

Hi ng qun tr: Quyt nh ton b k hoch sn xut v kinh doanh ca cng ty,
k hoch v ngn sch v vay n, tng vn php nh, chuyn nhng, ko di thi gian
hot ng, tm ngng hot ng. Ch nh thay i bi nhim ch tch HQT, gim c,
ph gim c, k ton trng v mt s quyn hn khc.

Gim c iu hnh: Do hi ng qun tr b nhim, chu trch nhim trc hi

ng qun tr v hot ng ca cng ty thuc chc nng v nhim v c giao.

Phng k ton ti v: L phng chc nng ca cng ty c nhim v phn nh vi

gim c bng tin mt cch ton din, lin tc v c h thng qu trnh thc hin ch

Lun vn tt nghip
---------------------------------------------------------------------------------------------hch ton kinh t, pht hin v ng vin mi kh nng tim tng phc v cho sn xut
kinh doanh ca n v, nng cao hiu qu lao ng vt t tin vn :
+ Chun b k hoch tng hp v ti chnh ph hp vi hot ng ca doanh nghip.
+ Ghi chp phn nh mt cch chnh xc ton b hot ng sn xut kinh doanh ca
doanh nghip.
+ Thu thp v tng hp s liu gip cho vic lp bo co phn tch kinh t, gim c
tnh hnh sn xut kinh doanh ca n v. Gip gim c theo di kim tra hot ng sn
xut kinh doanh ca n v, xut vi gim c nhng ch trng bin php gii quyt
kh khn ca cng ty.

Phng k hoch kinh doanh: Tham mu gip gim c v k hoch sn xut v tiu
th sn phm, nm bt nhu cu ca th trng t c k hoch xut vi lnh o hp
l c hiu qu.

Xng sn xut: Cng ty c hai phn xng sn xut khp kn. Ton b qu trnh
sn xut theo s ch o trc tip ca trng ca, phng k thut, sn phm c sn xut
ra theo hp ng, n t hng

Phng k thut : Tham mu cho gim c qun l cng tc t chc sn xut, nghin
cu cc thit b hin i, ph hp vi cng ngh tin tin, cc tin b k thut mi ng
dng vo phc v sn xut. Nghin cu sn xut cc mu hng mi p ng yu cu
ca khch v i hi ca th trng.

4. Kt qu hot ng sn xut kinh doanh nhng nm gn y

Bng 1 : Kt qu hot ng sn xut kinh doanh
n v

Nm

1. Tng sn lng
2. Tng doanh thu
3. Li nhun

tnh
Chic
T.
T.

2001
997.714
71
4,3

2002
1.097.430
79
4,9

4. Tng s np ngn sch

T.

1,2

1,47

5. Tng qu lng
6. Tng s cn b CNV
7. Thu nhp bnh qun

Tr.
Ngi
Tr.

Ch tiu

85,2
71
1,2

Nm

Nm
2003
1.212.155
87
5,5
1,6

112,34
129
82
86
1,37
1,5
Ngun: phng TC-KT

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Nhn xt : Kt qu sn xut kinh doanh ca cng ty
Thng qua mt s ch tiu v hot ng sn xut kinh doanh trn ta thy tnh
hnh sn xut kinh doanh ca cng ty kh n nh ( mc tng khong 10,5% nm )
dn n doanh thu v li nhun ca cng ty tng ln khng ngng.
Tng sn lng ( nm 2001-2003 ) tng 121,5% doanh thu tng 122,5% nn
thu nhp bnh qun ca ngi lao ng cng tng 125% trong tng s np ngn
sch tng 133,5%, gp phn ng k vo cng cuc xy dng t nc.
V cng tc tiu th: Mng li cc ca hng, i l tiu th sn phm ca
cng ty ln n 86 n v nm ri rc ti cc tnh Min Bc. Hin nay sn phm
ca cng ty chim khong 15% th phn Min Bc v ngy cng m rng ra th
trng nc ngoi.
II. phn tch thc trng cng tc tiu th sn phm ca h ni - evc

1. Mt s c im nh hng ti cng tc tiu th sn phm

1.1. c im sn phm v th trng:
1.1.1: c im sn phm:
Mt hng ca cng ty l chn ga gi cng l mt nhu cu thit yu trong i
sng hng ngy ca ngi dn. Vic sn xut cng mang tnh thi v c ngha l
ma h sn xut chn ma ng v ngc li. Sn phm khi lm ra d dng vn
chuyn vi khi lng ln, t h hng trong qu trnh vn chuyn. Sn phm mi
nhn ca cng ty l chn bng ho hc ( gm 6 loi dy bng t 150 n
300g/m 2 trong mi loi li chia thnh t 8 n 10 mu c cc kiu dng, mu
chn, cht liu vi... khc nhau ) cht lng cao c sn xut trn dy chuyn
hin i vi quy trnh cng ngh tin tin. y l sn phm rt c uy tn ca cng
ty, chim t l ti 80% sn lng mt hng sn xut ti cng ty. p ng nhu
cu a dng ca th trng cng ty cng a ra mt s sn phm khc nh ga, gi,
rm, mnh... nhng sn phm ny khng nm trong trng tm qung co ca cng
ty nhng vn bo m mu m p v gi c mang tnh cnh tranh. Bao b ca sn
phm nhiu hnh thc khc nhau nhng nhn chung gii thiu nhng c tnh
ca sn phm nh s mu, cht liu, a ch ca cng ty v logo ca cng ty

Lun vn tt nghip
---------------------------------------------------------------------------------------------khch hng nhn bit v thng hiu ca mnh. Trong lun vn ny em ch ch
trng ti mt hng mi nhn ca cng ty.
1.1.2: c im th trng tiu th sn phm :
Cc mng th trng: Cng ty H Ni - EVC chia th trng tiu th thnh 2
mng chnh gm:
- Th trng xut khu : Gm cc sn phm tiu th nc ngoi do
khch hng bao tiu (lm gia cng) v Cng ty bn trc tip ( hng FOB ).
- Th trng ni a: Cc sn phm c tiu th th trng trong nc.

1.2: c im dy chuyn sn xut

1.2.1. S dy chuyn sn xut tm bng

Nguyn liu
x Polyester
(1)

My nh
x
(2)

H thng
phn phi
(3)

H thng
nh hnh
(4)

Phun keo II

H thng
sy

Phun keo I

H thng
bng
chuyn

KCS

Bao gi
thnh phm
(11)

(8)

H thng
sy

(6)

(10)

1.2.2. M t cc cng on sn xut tm bng PE :

1. Nguyn liu : Nguyn liu lm bng P.E l cc loi x polyester c pha
ch theo t l tu theo tng phm cht ca tng loi bng v a vo my nh x.
2. My nh x : Ti cng on ny x c my nh x nh ti ra v trn
u, tip theo a sang h thng phn phi.
3. H thng phn phi : Ton b s x sau khi nh ti cng on trn qua
h thng phn phi, h thng phn phi c nhim v phn phi n cc my tri x.
4. H thng nh hnh v tri x : H thng ny c nhim v tri x ln bng
chuyn theo tng lp kh tu theo tc ca bng chuyn v tc tri ta s
uc loi bng dy mng khc nhau.

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------5. H thng bng chuyn : C nhim v chuyn x tri qua cc cng on
cho ti khi ra thnh phm.
6. H thng phun keo I : C nhim v phun keo c pha ch theo quy trnh
ln mt 1 ca x.
7.H thng sy : Sy kh dung dch keo phun ln mt 1 ca x
8. H thng phun keo 2 : C nhim v phun keo c pha ch theo quy trnh
ln mt 2 ca x.
9. H thng sy : Sy kh dung dch keo phun ln mt 2 ca x.
10. KCS : Kim tra v kt dnh b mt, v kch thc, v trng lng bng.
11. Khu ng gi sn phm (bng P.E) : Bng thnh phm ly ra c a vo
bao ly nng to sau dng my ht kh ht kh trong bao to cho bng sp
li ri a vo bao nh, tin cho vic vn chuyn i tiu th. Trn tng bao
c ghi s lng, trng lng m k hiu ca tng loi v bn trong bao c bn
hng dn s dng bng.
1.2.3 c im dy chuyn sn xut chn ga gi
Cng ngh lm cc sn phm ny ca cng ty l cc my chn hoa vn vi
tnh v cc my lm chn. Cc my ny chn cc loi hoa vn theo mu ca khch
hng yu cu trn kh t 1,6 mt n kh 2,4 mt vi dy mng ca bng khc
nhau (t 40g/m 2 n 300g/m 2 ) tu theo m hng yu cu.
Quy trnh cng ngh ch to sn phm c nh hng rt ln n vic b tr
lao ng, xy dng nh mc lao ng, nng xut lao ng: t nh hng ti
gi thnh v tc tiu th sn phm.

1.3 c im thit b vt t - nguyn vt liu

1.3.1 V my mc thit b
My mc thit b l loi vn tn ti di hnh thc vn c nh, n cng l
mt tiu chun dng phn nh tnh hnh cng ngh ca doanh nghip tin tin
hay lc hu. Cng ty c cc loi my mc thit b ch yu sau)

Bng 2 : Danh mc my mc thit b ca H Ni EVC

8

Lun vn tt nghip
---------------------------------------------------------------------------------------------Bng 2 : Danh mc my mc thit b ca H Ni EVC
Tn my mc thit b

My nh x TY SY - 450
My a bng SWA C60
My tri bng SWA F60
My nh hnh TY SY 60.120 HT
My p TY SY - 120
My phun keo v sy kh TY SY 9
My p nng 2 chc 100 - 80kw
L du
My chn vi tnh
My sn xut 1 v 2 kim
Ph tng khc: ng dn du, ng hi b nn
Tng cng

n gi

Thnh tin

lng

(USD)

(USD)

5
3
3
3
1
1
1
1
18
14

11.410
22.282
45.576
30.769
5.385
172.756
48.340
56.384
63.000
500

57.050
66.846
136.728
92.707
5.385
172.756
48.340
65.384
1.134.000
7.000
4.871
1.791.040
Ngun : Phng Ti chnh - K ton

Tt c cc loi my mc thit b trn u l my mc thit b mi 100%.

1.3.2 V nguyn vt liu :
Nguyn vt liu sn xut bng P.E ca cng ty ch yu l cc loi x v
cc loi keo hai loi nguyn liu ny trong nc cha sn xut c nn phi nhp
100% ca nc ngoi. nh mc tiu hao nguyn vt liu ph thuc vo chng
loi sn phm sn xut ra, cng thc pha ch x tu theo tng loi. Nhng a s l
trong 1kg thnh phm th c khong t 70% n 80% l x v t 20% n 30% l keo.
Nguyn liu sn xut chn ca cng ty ngoi bng ca cng ty sn xut
c cn cc nguyn liu khc phi mua nh vi, ch... do sn xut cc sn phm
c cht lng cao xut khu nn vi cng ty phi t mua t nc ngoi hoc
cc nh cung cp c ting trong nc nh : Thng Li, Phong Ph, Vit Thng.

1.4. c im v c cu lao ng v tin lng:

1.4.1 V lao ng :
Theo quy m v tnh cht cng ngh sn xut cng ty H Ni -EVC c c
cu lao ng v cht lng lao ng c phn nh theo bng 3 v 4 trang sau.

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Bng 3 : C cu lao ng ca Cng ty nm 2003
Ch tiu
Cn b qun l
Nhn vin k thut
Nhn vin khc
Cng nhn trc tip sn xut
Cng nhn khc
Tng cng

VT
Ngi
-

S lng
12
8
6
54
6
86

T trng %
14
9,3
7
62,7
7
100

Bng 4 : Cht lng lao ng ca Cng ty nm 2003

Ch tiu
Cn b qun l
Nhn vin k thut
Nhn vin khc
Cng nhn trc
tip sn xut
Cng nhn khc
Tng cng

Tng
s
12
8
6

Trnh
H
C
11
1
7
1

54
6
86

18

4
7

Bc th
2
3

N
4
2
4

3
18

26

10

16

21

2
28

10

28

Nhn xt : tui lao ng bnh qun ca ton cng ty l 34 tui, ngi t

tui nht l 19 v ngi cao tui nht l 55 tui. Nh vy lc lng lao ng cn
tr nn c sc kho v nhit tnh cng tc, d tip thu cc kin thc mi. Bc th
bnh qun l 2,62 l tng i trong nhng dy chuyn chuyn mn ho nh hin
nay. Trnh cc cp qun l tip tc c nng cao, t l lao ng gin tip l
tng i cao chim 37,2% nu khng phn cng ng ngi ng vic s gy
lng ph hoc chng cho.
1.4.2 V tin lng:
Ton b cn b cng nhn vin trong cng ty hng lng theo thi gian v
c tr bng tin USD, khi thanh ton vi cn b cng nhn vin th c quy
i sang tin Vit theo t gi tng thi im. Mi thng tr lm hai k, k I c
tm ng = 50% mc lng c bn v c tr vo ngy 15 hng thng, k II c
thanh ton vo t ngy 01 n 03 thng sau, tin lng bnh qun ch tnh ring
cho ngi Vit Nam l 95 USD/ thng.

2. Phn tch thc trng tiu th sn phm ca cng ty

10

Lun vn tt nghip
---------------------------------------------------------------------------------------------2.1. Phn tch tiu th theo sn lng
2.1.1. Khu vc hng gia cng xut khu
y l khu vc lm theo n t hng, cng ty lun quan tm m bo hng
ng phm cht v thi hn giao hng nn khng c tnh trnh hng sn xut ra
khng tiu th c. T l tng trng lun mc cao nm 2002/2001 l 10,3%
trong khi nm 2003/2002 l 10,9%
Hin nay sn lng sn phm tiu th ti th trng ny ca cng ty chim
75% tng sn lng sn xut ra. Cho d trong tng lai hng phn u ca cng
ty l chuyn sang sn xut xut khu trc tip v nh vy sn lng c th b gim
i nhiu so vi hin nay nhng vic nghin cu, cng c, pht trin th trng ny
trong thi gian ti vn l rt cn thit nhm :
- Gii quyt cng n vic lm cho ngi lao ng
- Lm quen, hc tp cung cch lm n ca ngi nc ngoi
- Qua bn hng truyn thng, tip xc thm vi bn hng mi.
Sn lng sn phm tiu th trong 2 nm gn y tuy c tng hn nhng
c biu hin chng li do Cng ty phn no iu chnh li c cu mt, dn nng
lc sn xut sang khu vc hng FOB v ni a.
Bng 5 : Sn lng v doanh thu hng gia cng xut khu
Nm

Nm

Nm

So snh

So snh

2001

2002

2003

2002/2001

2003/2002

n t hng(ch)

865.714

954.930

1.059.155

STi

STi

Sn lng sn xut

865.714

954.930

1.059.155

89.216

10,3

104.255

10,9

Ch tiu

2.1.2. Khu vc hng xut khu trc tip FOB

11

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Bng 6 : Sn lng sn xut v tiu th khu vc FOB
Nm

Nm

2001

2002

100.000
98.000
2.000

107.500
106.000
1.500

Chi tiu
Sn lng sn xut(ch)
Sn lng tiu th(ch)
Lng tn(ch)

So snh

Nm

So snh

2002/2001
2003/2002
STi % STi %
116.300 7.500 7,5 8.800 8,2
115.000 8.000 8,2 9.000 8,5
1.300
- 500 - 25
-200 -13
2003

Lin tc qua cc nm sn lng sn phm tiu th u tng mnh c bit

cc nm 2002 v 2003. Nm 2003 s lng sn phm tiu th tng hn nm 2001
l:17.000 n v (bng 117,34%). Tc pht trin bnh qun 8,3% nm
Trong khi t l sn phm tiu th c xu hng tng th t l tn kho c xu
hng gim, iu chng t cng ty c nhng bc tin trong cng tc tip
th, cho hng ti khu vc ny.
L nhng c gng u tin ca cng ty khi chuyn sang lm hng theo
phng thc ny, vic tn ng vi t l nh vy bc u c th chp nhn c.
Mt s nguyn nhn gy tn ng chnh l :
- Khch hng thng xuyn i thay i cht liu mu m.
- C mt s b phn khch hng khng nghim tc
- nh hng ca nhng bin ng chnh tr ln trn th gii
- C mt s hp ng cng ty trin khai chm.
Mc du s sn phm tn ng c th li c chp ni vo k k hoch tip theo
nhng vic tn ng sn phm vn gy ra nhng chi ph pht sinh nh lu kho, bn h gi.
2.1.3. Khu vc sn xut hng tiu th ni a
Bng 7 : Sn lng sn xut v tiu th khu vc ni a
Ch tiu
Sn lng sn xut
Sn lng tiu th
Lng tn

Nm

Nm

Nm

2001

2002

2003

36.500
34.000
2.500

39.200
36.500
2.700

40.300
38.000
2.300

So snh

So snh

2002/2001
STi
%
2.700
7,4
2.500 7,35
200
8

2003/2002
STi
%
1.100
2,8
1.500
4,1
- 400 - 14,8

Sn lng sn phm m cng ty tiu th c tng mnh trong nm 2002

tng 7,35% so vi nm 2001 tuy nhin sang nm 2003 t l ny ch cn t l 4,1%

12

Lun vn tt nghip
---------------------------------------------------------------------------------------------tc l gim gn mt na mt phn do sn phm ca cng ty c sn phm cng
loi thay th, thm nhiu i th cnh tranh, hng Trung Quc, hng bun lu ...
Vi sn lng sn xut khng ln t l hng tn ng ng ra phi mc
thp hn ( 8% nm 2002), n phn nh :
- Cng tc ci tin mu m cn cha tt, mu sc trang tr cha p, cn n iu.
- Mt s sn phm gi cn cao.
- Cng tc qung co, kch thch tiu th hiu qu cn thp.
Tuy nhin Cng ty cng c nhng c gng mt s khu :
- Sn xut trc mt lng hng ha phc v nhn dp tt, l, phn no
nm bt c th hiu ca khch hng. Do vy sang nm 2003 lng tn kho
gim i ng k ( -14,8%). Cng ty cn p dng cc chnh sch khuyn khch tiu
th mnh hn na gim thiu ti a lng hng tn kho.

2.2. Phn tch theo doanh thu

2.2.1. Hng gia cng xut khu
Bng 8: Sn lng v doanh thu hng gia cng xut khu
Sn lng( Chic )
Gi ( ng )
Doanh thu( T.)

Nm 2001
865.714
35.000
30,3

Nm 2002
954.930
35.500
33,9

Nm 2003
1.059.155
35.500
37,6

Ngun hng ch yu do cc bn hng truyn thng t v gii thiu. Mc

gi trung bnh hu nh khng i nm 2001 l 35000 v trong hai nm 2002 v
2003 dao ng mc 35.500 mt sn phm quy i. Vic tng doanh thu ch
yu do tng sn lng sn phm k kt c vi khch hng. Mc tng doanh thu
khong 10,9 % nm 2002 v 2003 nh vy c phn chng li. T l tng sn lng
so vi doanh thu l khng ng k trong khi nm 2002 so vi 2001 th t l ny
l 10,3% tng sn lng nhng gi li l 11,9% tng 1,6% tc l mc gi gia cng
m phn c tng. Trong nhng nm tip theo do th trng nguyn ph liu s
tng cao do vy cng ty cn y nhanh m php tng mc gi gia cng bo
m b p c chi ph v tng doanh thu ti ngnh hng ny v cn phi chuyn
dn sang lm hng FOB c mc li cao hn ( gp khong 3 ln ) v hng tiu dng ni a.
2.2.2. Hng FOB xut khu

13

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Cng ty nghin cu mu hng sau gii thiu, cho hng ra nc ngoi.
Gi ca sn phm do cng ty v i tc thng nht da trn c s m bo chi ph
v mc li t 7-14%. Khi t c tho thun cng ty mi tin hnh sn xut theo
n hng, nn khng c s chnh lch v gi k hoch v gi bn.
Bng 9 : Doanh thu k hoch v thc t hng FOB xut khu
2001
100.000
98.000
305.000
98
29,8

Sn lng tiu th k hoch (ch)

Sn lng tiu th thc t (ch)
Gi bn trung bnh/1 sp quy i ()
T l hon thnh KH tiu th (%)
Doanh s tiu th (t ng)

2002
107.500
106.000
314.000
98,6
33,3

2003
119.300
115.000
320.000
98,8
36,8

Qua biu trn ta c nhn xt sau:

T l hon thnh k hoch nhn chung u mc cao v ngy cng st vi
k hoch tiu th ca cng ty. Doanh thu c mc tng trng kh tuy nm 2003 c
gim cht t so vi 2002 11,9% so vi 10,5%. T l tng doanh thu vi sn lng
l khng ng u nm 2002 sn lng tng 8,1% doanh thu tng 11,7% nhng
dn nm 2003 khi m sn lng tng trng mnh hn t 8,4% th doanh thu li
ch cn 10,5% iu chng t ch ph gi thnh cao cng ty cn t chc hp l
hn na loi chi ph ny cng nh cc chi ph khc. T l tng gi bn c phn gim
( t 2,9% nm 2002 xung cn1,9% nm 2003 ) nn cng ty cng cn phi ch
hn na m phn sao cho t c mc li mong mun tuy nhin vn phi cao
mc tiu tng sn lng v m rng th trng.
2.2.3. Hng tiu th ni a :
Bng 10: Doanh thu k hoch v thc t hng ni a
2001
2002
2003
Sn lng tiu th k hoch (ch)
36.500
39.200
40.300
Sn lng tiu th thc t (ch)
34.000
36.500
38.000
Gi bn trung bnh/1 sp quy i ()
320.000
325.000
331.000
T l hon thnh KH tiu th (%)
93,1
93,8
94,3
Doanh s tiu th (t ng)
10,8
11,8
12,6
Nh chng ta bit, gi v lng hng l hai nhn t nh hng mnh n
doanh thu. Nu hai nhn t ny cng tng hay gim s nh hng ln n doanh
thu. Do d cng ty cn phi c bin php khng lng hng gim ( mc tng

14

Lun vn tt nghip
---------------------------------------------------------------------------------------------hng bn nm 2003 ch t 4,1% so vi 7,35% nm 2002) trong khi gi c mc
tng trng tt ( 1,8% nm 2003 so vi 1,5% nm 2002 ), v n s lm gim
doanh thu ca cng ty. Thc t, gi ca sn phm lin tc tng, tc nm sau
lun cao hn nm trc nhng lng sn phm bn ra li c mc tng trng
gim tuy nhin doanh thu ca th trng ny vn tng c v s tin v t l. Vic
nm bt nhu cu ca th trng l iu v cng cn thit i vi cng ty, t c
nhng k hoch tiu th nhm t mc tiu tng doanh thu bn hng ca cng ty.
Lng hng bn ra c tc pht trin chm do cng ty cn xem xt li mt
cch ton din cc chnh sch bn hng, cht lng, mu m ca sn phm v sn
phm ca i th cnh tranh kp iu chnh. Hng ni a l loi hng c t l
li nhun cao nht ca cng ty (25%) vi cng ngh sn xut hin i v tay ngh
cao cng ty cn nhanh chng c nhng chnh sch trin khai tt th trng ny.
2.3. Phn tch theo th trng
Cc bn hng truyn thng v s phn b sn phm c th hin theo bng
di y :
Bng 11: S lng sn phm theo th trng
TT

1
2
3
4
5
6
7
8
9
10

Th trng tiu
th

Nm 2001
S lng

Nm 2002
T

trng

S lng

Nm 2003
T

trng

S lng

T
trng

Hng Kng
Nga
Nht
Hn Quc
H Lan
c
Bugari
Phn Lan
M
Cc nc khc

48.000
164.000
74.000
62.000
88.000
91.000
125.000
126.000
140.714
45.000

4,98
17,02
7,67
6,45
9,14
9,44
12,97
13,07
14,60
4,66

54.000
198.000
82.000
77.930
95.000
97.000
130.000
115.000
153.000
59.000

5,08
18,66
7,72
7,35
8,96
9,15
12,25
10,85
14,42
5,56

55.000
234.000
107.155
91.000
85.000
99.000
115.000
124.000
174.000
90.000

4,68
19,93
9,12
7,75
7,24
8,45
9,79
10,56
14,82
7,66

Tngcng tr.sp)

963.714

100

1.060.930

100

1.174.155

100

Nhn xt : Th trng tiu th sn phm ca cng ty ti nc ngoi l ln. Nhn chung

trn tng th th mc tiu th sn phm ca cng ty trn th trng u tng trng kh:
-

Mc tng nm 2002 so vi 2001 l 10,08%

Mc tng nm 2003 so vi 2002 l 10,67%

15

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Cc th trng khc tuy sn lng tiu th khng nhiu nhng c th thy r
n ang tng qua cc nm iu chng t cng ty tip xc c vi cc
khch hng mi v cng ty coi cc nc ny l th trng tim nng thm nhp
v khai thc trong tng lai.
Tuy nhin, mt vi th trng th tc cha cao hoc c xu hng gim
nh: c th c th hin qua bng 12:
Bng 12 : Tc tng trng v xu hng pht trin
TT
1
2
3
4
5
6
7
8
9
10

Th trng

2002 so vi 2001
Mc tng, gim T l

Hng Kng
Nga
Nht
Hn Quc
H Lan
c
Bugari
Phn lan
M
Cc nc khc

(nghn sp)
6.000
34.000
8.000
15.930
7.000
6.000
5.000
- 11.000
12.286
14.000

%
112,5
120,7
110,8
125,6
107,9
106,6
104
91,26
108,7
131,1

2003 so vi 2002
Mc tng, gim T l
(nghn sp)
1.000
36.000
25.155
13.070
- 10.000
2.000
- 15.000
9.000
21.000
31.000

%
101,8
118,1
130,6
116,7
89
102
88,46
107,8
113,7
152,5

Xu
hng
Tng
Tng
Tng
Tng
Gim
Tng
Gim
Tng
Tng
Tng

Theo bng trn cc nc tiu th sn phm ca cng ty chia thnh mt s nhm nh sau:
- Nhm th nht : L nhm th trng c n nh cao. c im ca khu
vc th trng ny nhng nm gn y l kh nng tiu th khng i hoc mc
tng gim khng ng k. Cc khu vc th trng c n nh cao bao gm:
c, Phn Lan, H lan.
- Nhm th hai : Nhm cc th trng c pht trin v m rng vi
ln trung bnh 15% nh : Hn Quc, Nga, Nht.
- Nhm th ba : Nhm cc khu vc tim nng. Da vo kt qu nghin cu
th trng th th trng nay bao gm : M, Nht, EU, Thy S.
C th phn loi cc nc theo mc yu cu sau:
- Cc nc Nht, Nga, Hn Quc l th trng khng tht kh tnh nhng
khi lng mi ln xut hng l rt ln, yu cu giao hng ng thi hn.

16

Lun vn tt nghip
---------------------------------------------------------------------------------------------- Th trng EU l th trng mi, th trng ny rt kh tnh i vi cc
mt hng xut khu h yu cu cht liu tt v k thut cao v rt nhiu cc iu kin
km theo. Tuy nhin y l th trng tng i sng phng, trung thnh v giu
tim nng v vy cng ty phi dn tng bc chim ly th trng ny trong tng
lai.
- Th trng M l th trng cc k giu tim nng nhng hay s dng cc
th php tinh vi v k c p t cc iu kin hp ng.
Nh vy tng ng vi mi nhm cng ty s phi c nhng chnh sch
ring, ph hp cng c v m rng th trng tiu th sn phm ca mnh.

2.4 Cc nhn t nh hng ti vic nng cao sn lng tiu th sn phm

ti cng ty H Ni - EVC
2.4.1. Hot ng nghin cu th trng
Mc d cha c phng ban chu trch nhim chuyn trch v cng tc
nghin cu th trng song cng ty thng qua cc i l v cc ca hng gii thiu
sn phm thu nhp cc thng tin v nhu cu th trng. Ti y, cc nhn vin
bn hng c trch nhim tm hiu v thng tin v cng ty nhng thay i trong
yu cu ca khch hng i vi sn phm nh mu m, hoa vn, cht liu vi ...
ngoi ra cng ty c su tm nhng mu m mi xut hin trn th trng c
khch hng a dng hoc nhng mu m m khch hng nc ngoi t lm
sn xut cc sn phm ph hp vi th hiu ngi Vit Nam.
Nhn chung cng tc nghin cu th trng ti cng ty cn rt nhiu hn ch
do cha c b my thu thp, nghin cu, x l cc thng tin mt cch khoa hc.
2.4.2. Chnh sch sn phm
Tn dng u th ca cng ty l c hng lot thit b my mc chuyn dng
p ng c cng ngh hin i sn xut ra nhng sn phm c cc ch tiu v
kiu dng, cht lng vt tri. Sn phm mi nhn ca cng ty l chn bng cao
cp ( gm 6 loi dy bng t 150 n 300g/m 2 trong mi loi li chia thnh t
8 n 10 mu c cc kiu dng, mu chn, cht liu vi... khc nhau).
Ngoi sn phm chnh l chn cao cp cng ty cn nghin cu v sn xut
thm mt s chng loi khc nh: ga tri ging, gi, rm, mnh vi gi cnh
tranh nhm p ng s a dng v nhu cu ca th trng, gii thiu hnh nh

17

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------cng ty, tn dng nng lc thit b, tng thm ngun thu... t l cc chng loi sn
phm ny chim khong 20% tng sn lng sn phm sn xut ra ti cng ty.
Qua theo di cc k hi ch nhm cc sn phm ny cn cha li n
tng cho ngi tiu dng, l do cc loi sn phm cn t, kiu dng thit k
cha bt mt v gi li bng hoc c phn cao hn cc sn phm khc cng loi
tng ng. Nh vy, nhm sn phm ny khng hon thnh nhim v v
chnh sch sn phm ca cng ty.
Bao b, nhn mc ca sn phm: Cng ty xc nh: nhn mc bao b sn phm l
phn ph liu khng th thiu c n khng nhng c tc dng khng nh thng
hiu ca sn phm m cn to cm gic tin tng v tm l ca khch hng, hng dn
s dng sn phm v lm tng thm v p ca sn phm khi trng by. Do
nhng nm qua bao b nhn mc ca sn phm lun c ci tin vi mu sc v
b cc cht ch phn no p ng c yu cu l cng c ca cng tc
Marketing.
2.4.3. Chnh sch cht lng sn phm
Sau khi nh v c mt hng cng ty c bit ch trng ti cng tc
m bo cht lng sn phm coi cht lng l s sng cn ca cng ty. Chnh v
vy cng ty thnh lp ban ISO (nm 2001 cng ty c t chc quc t
BVQI ca vng quc Anh cp chng ch ISO 9001:2000) c trch nhim tiu
chun ho cht lng sn phm. Nh vy lun duy tr v nng cao cht lng sn
phm nn s lng sn phm tiu th ca cng ty ngy cng tng, nhiu sn phm
kh nng xm nhp vo mt s th trng c yu cu cht lng cao. Tuy
nhin vn c mt s sn phm tuy gi vng c cht lng song nhu cu gim
nh chn 120g/m 2 , gi lng ngng...s d c hin tng ny l do nhiu nguyn
nhn nhng nguyn nhn c bn l do s cnh tranh ca loi sn phm ny km,
trn th trng c sn phm thay th.
C c s n nh v cht lng l do cng ty phi hp ti cc nhn t sn
xut v qun l. Cng ty kt hp s dng cc bin php c bn sau:
-

My mc, thit b c bo dng sa cha nh k tt.

Gio dc cho cng nhn hiu r "cht lng l uy tn, l s sng cn ca

cng ty" l yu t m bo cho s pht trin ca cng ty vi i sng ngi lao

18

Lun vn tt nghip
---------------------------------------------------------------------------------------------ng. Nng cao thc t gic trong sn xut ca cng nhn, kt hp gio dc
vi cc bin php kinh t: thng, pht ...
- u t thm nhng thit b chuyn dng hin i v o to i ng cng
nhn c tay ngh cao c th s dng nhng thit b ny.
- Cht lng nguyn vt liu l nhn t trc tip nh hng ti cht lng
sn phm. V vy, cng ty cn ht sc quan tm n vic bo qun nguyn vt
liu cng nh vic tm kim ngun nguyn vt liu tt. Cng tc tham mu
kim tra nguyn vt liu c giao cho phng kinh doanh ph trch.
2.4.4. Chnh sch gi c
Ngi tiu dng thng rt nhy cm vi gi. Phi c chin lc nh th
no tho mn ti a cc nhm khch hng mc tiu ? Cng ty chn cho mnh
mt chnh sch gi nh sau:
- Vi sn phm mi nhn: Dng chnh sch gi cao hn hn so vi cc sn
phm cng loi c cht lng gn tng ng trn th trng. Hin nay gi cho
mt s loi nhn cht lng cao t 720.000 n 830.000, ti y hon thin
sn phm ca mnh cng ty s sn xut theo b bao gm chn, ga, gi vi cht
lng hn hn v vi mc gi t 1.200.000 n 1.500.000/b. Loi sn phm
ny nhm vo i tng l cng chc Nh nc, nhng ngi c mc sng cao v
ch yu sng khu th. y l chnh sch hp l v s thnh cng ca cng ty
cho n nay chng t iu .
- Vi nhm sn phm khc: Cng ty cn c vo mc gi hin hnh trn th
trng t ra mc gi bn c tnh cnh tranh. Ngoi ra cng ty cn p dng chnh
sch gi c chit khu theo s lng hng mua v i vi sn phm li mt.
Vi chnh sch gi nh vy cng ty c th phc v thm c nhiu
nhm i tng khc m khng lm hng uy tn ca nhn hiu sn phm chnh
cng nh uy tn ca cng ty.
2.4.5. Phng thc bn hng
Cng ty H Ni - EVC xy dng mt phng thc bn hng va p ng
c nhu cu ca th trng va c kh nng m rng th trng tng sn lng tiu th.

19

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Khi giao hng cn b ca phng kinh doanh n tng i l theo yu cu v
s lng v chng loi sau nhn tin v cho phng k ton ti chnh. Cc i l
cng c th np tin bn hng mt thng 2 ln nhng khng c php n tin hng.
Mi hot ng mua bn u da trn c s hp ng k kt gia cng ty
v cc i l nhng khng h c s khng ch v s lng, chng loi sn phm.
Hp ng kinh t ch mang tnh php l nn vi phng thc bn hng nh vy
cng ty to iu kin ti a cho cc i l nht l cc i l xa.
Mt thay i na l: trc y ch khi s lng hng mt chuyn vn
chuyn th cng ty mi giao nh vy thi gian giao hng thng b chm. By gi
khi khch hng yu cu vi bt k s lng l bao nhiu c th li nhun thu c
khng ng k hoc khng b p c chi ph vn chuyn song cng ty vn giao
hng ngay n tn ni. Ngoi ra cng ty cn c cc hnh thc chit khu hp dn cho i l.
Hnh thc thanh ton khi mua hng ca cng ty c th bng tin mt, chuyn
khon, ngoi t hay ngn phiu. Hnh thc ny cng to thun li rt nhiu cho
khch hng trong vic chi tr.
2.4.6: Chnh sch xc tin bn hng
Nhn r tm quan trng ca cng tc xc tin bn hng cng ty c nhiu
hnh thc hot ng qung b gii thiu sn phm. c bit t nm 2000 tr li
y cc hot ng tip th c nhiu thay i ln thng qua s u t ln v tin
v hiu qu mang li qua s lng sn phm tiu th c. Mt s hnh thc nh:
qung co trn ti vi, tham gia cc k hi ch, trn bo ch...
Di y l mt s thng tin v hot ng qung co ca cng ty.
Bng 13: Tng kt chng trnh qung co trn truyn hnh t 9/2003 n 2/2004

TT
1
2
3
4
5

Cc i truyn

Thi lng

hnh
VTV3
HTV (H ty)
H Ni
Hi Phng
Qung Ninh
Cng

bui
16
26
26
26
24
118

pht ( giy)
30
30
30
30
30

20

Tng s thi

Kinh ph

gian pht (giy)

( VN)
480
135.750.000
780
42.400.000
780
108.000.000
780
192.300.000
720
180.000.000
3.540
658.450.000
Ngun: Phng kinh doanh

Lun vn tt nghip
---------------------------------------------------------------------------------------------Bng 14: Doanh thu tiu th ca cc thng qung co

TT

Doanh thu thng

1
2
3
4
5
6

Thng
Thng
Thng
Thng
Thng
Thng

9/2003
10/2003
11/2003
12/2003
01/2004
02/2004
Cng

Sn phm tiu th
(Chic)
2.500
3.400
5.800
4.900
3.100
1.800
21.500

Doanh thu

(triu ng)
825,5
1.125,4
1.919,8
1.621,9
1026,1
595,8
7.114,5
Ngun: Phng kinh doanh

Nhn xt : Qua 2 bng trn ta c th nhn thy t 9/2003 n 02/2004 l thi

im Min Bc ang l ma ng vi cc bin php kch thch tiu th ca mnh
vo ng thi im nn sn lng tiu th tng mnh ( thng 11 v 12 ) dn n
doanh thu cng tng. C th thy c hiu qu ca qung co mang li l rt ln
trong khi chi ph cho cng tc ny l 658.000.000 nhng doanh thu mang li l
7,2 t ng chim 8,2% trong tng doanh thu. Trong khi chi ph cho qung co l
0,075% tng doanh thu t l ny l rt nh trong tng lai cng ty cn phi c mc
u t xng ng hn na cho cng tc ny nhm khuych chng v tng sn
lng tiu th hn na.

2.5. H thng knh phn phi

T chc knh tiu th
Do c th ca cng ty cc sn phm xut khu ch yu c khch hng
bao tiu nn cc knh tiu th di y c hiu l knh tiu th ni a. Mng
li tiu th sn phm ca cng ty da vo 2 knh chnh :
+ Knh trc tip ( Knh 1 )
-

Thng qua 8 ca hng trc thuc cng ty nm ti cc tnh trong c nc.

Khch hng c th n cng ty t hoc mua trc tip.

+ Knh gin tip ( Knh 2 )

- Thng qua h thng gm 78 i l bao tiu sn phm
S cc knh tiu th sn phm ca cng ty
Knh 1

21

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Cng ty
H ni -

Ngi tiu
dng

Knh 2
Cng ty
H ni -

i l gii
thiu sn

Ngi tiu
dng

Vi cch t chc knh phn phi nh trn cng ty m bo gim thiu

khong thi gian sn phm t ni sn xut ti tay ngi tiu dng. Do tc
lun chuyn vn kinh doanh kh nhanh, nng cao hiu qu s dng vn.
Do hu ht cc sn phm ca cng ty u l sn phm cao cp nn cc im
bn hng u tp trung vo cc khu cng nghip, thnh ph, th x m ngi tiu
dng c mc thu nhp tng i cao. Sau y l bng tng hp cc ca hng, i
l v sn lng thng qua doanh s ti cc im .

Bng 15: Tng hp v tr cc ca hng, i l v doanh thu ca cng ty

22

Lun vn tt nghip
---------------------------------------------------------------------------------------------Bng 15: Tng hp v tr cc ca hng, i l v doanh thu ca cng ty

n v tnh: Triu ng
TT

Khu vc bn hng

Nm 2001

Nm 2002

Nm 2003

I
1
2
3
4
II
1

Ca hng
Khu vc H Ni (4)
Qung Ninh (1)
Hi Phng (2)
Thi Bnh (1)
i l
Khu vc H Ni ( 26 )
- Qun Hai B Trng (2)
- Qun Ba nh (3)
- Qun Thanh Xun (5)
- Qun Cu Giy (7)
- Qun ng a (4)
- Qun Long Bin (2)
- Huyn ng Anh (3)
Khu vc Qung Ninh (11)
Khu vc Hi Phng (15)
Thi Bnh (7)
Cc tnh, thnh ph khc (19)
Tng cng (I + II )

3.100
1.600
450
850
200
7.700
4.107
780
573
950
837
350
450
167
978
1.150
495
970
10.800

4.194
2.100
779
1.065
250
7.606
4.362
851
592
1040
823
482
320
254
650
985
320
1.289
11.800

5.200
2.650
815
1.425
310
7.400
4.043
798
623
970
718
435
348
151
815
1023
350
1.169
12.600

2
3
4
5

Nhn xt :
Vi s pht trin ca quy m sn xut v sn lng sn phm tiu th
p ng nhu cu nm 2003 cng ty tng thm 13 i l ti cc tnh v m thm
mt gian hng ti Hi phng qua gp phn lm tng lng tiu th tuy nhin
qua bng cng c th nhn thy sn lng tiu th b st gim mt s ni nh
Huyn ng Anh, Qun: Thanh Xun, Hai B Trng, Cu Giy chng t c s
cnh tranh khc lit ca cc sn phm cnh tranh do vy cng ty cn phi p dng
nhiu cc bin php kch thch tiu th hn na ly li th phn. Tuy vy qua
knh trc tip sn lng tiu th ngy cng tng chng t cng ty lm tt khu
t chc bn hng, thu ht c nhiu khhc hng ti cng ty tuy nhin s ca
hng cn t v hng pht trin trong tng lai cng ty cn m thm mt s gian
hng ti nhng vng chin lc qua s tng c tm nh hng ca cng ty

23

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------n cc vng ny. Bn cch cng ty cn phi sn xut nhng sn phm c gi
thnh thp hn phc v tng lp c thu nhp thp cn phi c chin lc i vo
cc vng nng thn nu lm ng s tng ng k v sn lng cng nh doanh thu.
III. nh gi v hot ng tiu th sn phm ca cng ty

1. Nhng kt qu t c
- Nm 1993 l nm u tin thnh lp cng ty trong bi cnh nn kinh t
Vit Nam mi chp chng bc vo nn kinh t th trng nn gp phi nhiu
kh khn nhng vi cc chnh sch u i ca Nh nc i vi cc cng ty c
vn u t nc ngoi v cng vi s n lc c gng phn u khng ngng
ca ton th ban lnh o v cn b cng nhn vin nn cng ty t c
nhiu thnh tch thng qua doanh thu v li nhun. Khi thnh lp nhim v ca
cng ty l sn xut tm bng P.E phc v cc cng ty may trong nc nhng
vi s nhy bn, nng ng khng ch b hp hot ng sn xut bng m
cng ty cn tip tc a dng mt hng nh sn xut chn, ga, gi... p ng
nhu cu ca x hi v thc t chng minh s chuyn i ca cng ty l chnh
xc th phn ca cng ty chim 15% th trng Min Bc. Theo s pht trin
, cng ty lun nghin cu, phn tch cc hot ng kinh doanh ca mnh
a ra nhng quyt nh hp l vi mc ch tng sn lng tiu th sn phm
v thu c nhng kt qu tt nht cc ch tiu khc. Vi s c gng ny,
cng ty t c khng t nhng thnh qu trong hot ng kinh doanh ca
mnh nh: t c k hoch doanh thu lng hng bn tng u qua cc nm,
li nhun sau thu tng trong cc nm, i ng CBCNV c trnh cao cc
thit b my mc hin i m hnh t chc gn nh hiu qu. Trong nhng nm
qua cng tc tiu th sn phm c nhiu bin chuyn th hin sn lng
lun t mc 10,5% nm c 2 mng th trng. Cc cng c kch thch tiu
th cng ty p dng t ra hiu qu. Vi quan im cht lng sn phm l
s sng cn ca cng ty" mu m sn phm ngy c a dng nn sn phm
ca cng ty c mt trn nhiu tnh, thnh ph ti Min Bc v dn tin vo
Min Trung. Cng ty thc hin kh tt cc bin php ti chnh h tr cng
tc tiu th hng ho nh: gim gi, khuyn mi, tr hoa hng cao cho ca hng
v cc i l ca mnh... cng t ti chnh ny pht huy hiu qu v doanh
24

Lun vn tt nghip
---------------------------------------------------------------------------------------------thu ngy cng tng. Vi vn x hi, cng ty to vic lm v thu nhp n
nh cho CBCNV vi cc bin php khuyn khch CBCNV hng say lm vic
nh: t chc i thm quan, cc cuc thi gia cc t...nn to c mt tp
th on kt. Thc hin y ngha v i vi Nh nc, hng nm trch lp
cc khon qu d phng, ng gp y cho quyn li ca CBCNV nh: bo
him y t, bo him x hi...

2. Nhng tn ti v nguyn nhn

+ V sn phm: Mu m sn phm ca cng ty cn t so vi i th cnh
tranh, cha p ng c nhu cu ca khch hng, cn b ng trong vic sng
to mu m khc bit ho vi i th cnh tranh do cc mu ch yu c sn
trong Catalog. Ngoi ra mt s sn phm ca cng ty cng khng tt nh ca
i th cnh tranh.
+ V t chc: Cng tc Marketing khng c coi trng, hot ng khng
hiu qu, c th l cng ty cha c phng ban Marketing ring bit, nhng
ngi lm cng tc ny hin nay mi ch c kinh nghim thc t (lm nhiu th
quen) cha c o to c bn ng chuyn ngnh do vy h cha lm tt
c vi cc nhim v ( iu tra, m rng th trng, nghin cu i th cnh
tranh, khch hng...) do n nh hng rt ln n cng tc tiu th sn phm
ca cng ty. i vi cc ca hng, i l ca cng ty cha c si dy lin kt
vng chc qua lm bt c th trng khi cha c phng Marketing, cc
hnh thc qung co, kch thch cn n iu cha bt mt khch hng nh: ca
hng trng by km hp dn ... mc chi cho cng tc ny cn cha to ng ch
khong 0,08% tng doanh thu. Qun l sn xut mt s khu lm cha tt lm
tng gi thnh sn phm.
+ V th trng: Cha c chnh sch sn phm, chnh sch gi i vi cc
mng th trng khc nhau nhiu khi nh ng, hot ng thng mng FOB
cha tht ng vi ngha ca n. C thm nhiu i th cnh tranh do ra i
sau nn cng ngh sn xut tin tin hn to ln gi thnh h thc t mt s sn
phm ca cng ty b thua km hay b loi khi th trng dn n sn lng
tiu th cng gim theo.

chng II
25

Nguyn Quang Minh

5A14 - 2000A932
-----------------------------------------------------------------------------------------------

mt s gii php nhm y mnh vic tiu th

sn phm Cng ty H Ni evc
I. Mt s mc tiu chin lc pht trin ca cng ty H ni EVC n nm
2010

* Mc tiu v nhn s: Cng ty phn u n nm 2010 s c 200 cn b

cng nhn vin, trong :
- i hc v trn i hc :

60 ngi

- Cao ng, trung cp

15 ngi

- Th bc cao

95 ngi

* Mc tiu v cht lng sn phm v sn lng sn xut

Sn lng tiu th tng trng hng nm khong 17%. Trong nhng nm tip
theo cng ty s u t nhiu vo thit b sn xut vi mc ch tng cht lng
sn phm v a dng mt hng kinh doanh hn na.
* Mc tiu v doanh s:
Nm 2003 cng ty t doanh thu 87 t ng, mc tiu ti nm 2010 cng ty
phn u t doanh thu 218 t ng gp 2,5 ln so vi nm 2003
* Mc tiu v th trng: Hin nay 70% sn lng sn xut v tiu th ca
cng ty l lm hng gia cng. Trong thi gian ti cng ty c xu hng gim lm
hng gia cng v chuyn lm hng FOB v hng tiu th ni a. Cng ty H ni
EVC phn u n nm 2010 th phn ca cng ty s chim khong 25% th
trng Min Bc v dn bc vo th trng Min Trung.
II. cc gii php nhm nng cao sn lng tiu th

1.

Bin php th nht: Mt s ci tin v c cu qun l

Trong thi gian qua b my t chc qun l ca cng ty c b tr sp xp

theo kiu trc truyn chc nng. Khi phng ban c 3 phng chnh l phng k
ton ti v, phng k hoch kinh doanh v phng k thut. Vic nghin cu b
xung thm chc nng nhim v cho cc phng ban l iu rt cn thit
- Phng k hoch, kinh doanh cn hnh thnh thm mt b phn c th nh sau:

26

Lun vn tt nghip
---------------------------------------------------------------------------------------------+ B phn cung ng vt t nguyn liu: Cn phi tng cng khu k hoch
ho trong cng tc cung ng vt t nguyn liu ph hp vi tin v yu cu
sn xut. Ton b vt t nguyn liu chnh l nhp ca nc ngoi. Vic mua
nguyn vt liu ca nc ngoi no? phm cp cht lng? tiu chun k thut,
gi c ra sao, mua bn theo phng thc no... l nhng vn rt ng quan tm.
Nu lm tt s gp phn c lc nng cao hiu qu sn xut kinh doanh ca doanh nghip.
- Phng k ton ti v: Ngoi vic thc hin cc nguyn tc quy nh trong
php lnh k ton thng k ca Nh nc cn phi tham mu cho ban gin c
phn tch nh gi kip thi hot ng sn xut kinh doanh, s dng c hiu qu
cc ngun vn, xy dng k hoch ti chnh v k hoch gi thnh, gi bn sn
phm hng ho dch v, thc hin tt chc nng gim c bng tin, xy dng
phng n v thc hin phn phi li nhun, trch lp qu doanh nghip, lm y
cc ngha v vi Nh nc.
- Thnh lp thm phng Marketing
Nhim v ca tng b phn nh sau:
+ Trng phng: L ngi trc tip nm bt chin lc sn xut kinh doanh
ca ton cng ty. T ra cc hot ng nghin cu, nu ra cc chin lc
Marketing cho ph hp. ng thi trng phng phi ch o phi hp cc hot
ng ca b phn chc nng v b phn tc nghip ra quyt nh cui cng v cc
bin php Marketing m cng ty s thc hin, chu trch nhim trc gim c v
cc quyt nh ca mnh.
+ B phn nghin cu th trng: C nhim v thu thp thng tin v th
trng, i th cnh tranh v kh nng sn xut kinh doanh ca cng ty t cc
ngun thng tin ni b v bn ngoi cng ty, t cc thng tin thu c tin hnh
x l, phn tch, chn lc, tng hp bo co ln cp trn.
+ B phn lp chng trnh Marketing: C nhim v tip nhn bo co kt qu phn
tch ca b phn nghin cu th trng. Sau lm cng tc d bo, lp k hoch cho
hot ng th trng, ra cc phng hng hot ng cho h thng Marketing.
+ Chuyn vin v sn phm mi: L nhng ngi phi c kin thc vng vng
v thit k sn phm mi. B phn ny c nhim v tm kim, chn lc v thit

27

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------k sn phm mi ng thi kt hp vi nhng nghin cu pht trin ca mnh vi
phng k thut v phng ti v tin hnh sn xut th.
+ Chuyn vin qung co: C nhim v thc hin cc bin php tuyn truyn,
khuyn mi, m cc hi ngh khch hng... khuyn khch ngi tiu dng mua
sn phm ca cng ty.
+ Chuyn vin tiu th sn phm: L nhng ngi trc tip tin hnh cc hot
ng tiu th sn phm n tay ngi tiu dng. Nhng chuyn vin ny phi l
nhng ngi nng ng c kh nng kch thch ngi tiu dng, do m i hi
h phi c kh nng giao tip tt v kin thc v Marketing,
Nh vy, vic tin hnh thnh lp thm phng Marketing s gip cho cng ty c
th nm bt c nhng thng tin v th trng, khch hng nh: nhu cu, s
thch, mu...nhm p ng c ti a yu cu ca khch hng phc v c
nhiu i tng khch hng...qua c nhng chin lc sn phm c th y
nhanh sn lng sn phm tiu th v tng hiu qu sn xut kinh doanh ca cng ty
trong iu kin cnh tranh gay gt nh hin nay v pht trin hn ha trong tng lai.
2. Gii php th hai
tng cng hnh thc mua t bn on
thay th cho hnh thc gia cng t hng
1.1. Cn c ra gii php
Cng ty H Ni - EVC vi tim nng sn xut rt ln, i ng cn b cng
nhn vin lnh ngh, trang thit b my mc hin i, sn phm c uy tn trn th
trng... y l nn tng v sc mnh cng ty c th ch ng hn trong hot
ng sn xut kinh doanh.
Trong nhng nm qua, hot ng kinh doanh ch yu ca cng ty l da vo
cc hp ng sn xut gia cng xut khu ( khong 70%), ngha l i vi th
trng nc ngoi cng ty khng c quan h trc tip vi ngi tiu dng m phi
qua nhiu khu trung gian. V th m doanh thu v li nhun ca cng ty khng
cao cng nh cng tc k hoch ca cng ty gp nhiu lng tng, b ng. Da
vo cc hp ng sn xut gia cng v sn xut hng FOB hon ton theo yu cu
ca pha i tc nn c nhng thi im cng ty phi tng cng lao ng,
gin ca y nhanh tin sn xut nhm hon thnh ng thi hn giao hng
28

Lun vn tt nghip
--------------------------------------------------------------------------------------------- k kt trong hp ng vi khch hng. Ngc li, trong nhng thi im do
khng k kt s hp ng gia cng cn thit c th m bo sn xut lin tc
do khng c vic lm, phi ngh ch gy kh khn cho cng tc lp k
hoch, lm tng chi ph, nh hng n i sng ca ngi lao ng.
V s tn ti v pht trin ca cng ty, cc nh lnh o cn kp thi chuyn
hng sn xut kinh doanh t phng thc gia cng sang phng thc kinh doanh
thng mi: mua t, bn on. Vn t ra l sn phm ca cng ty sn xut ra
phi p ng c yu cu, s thch ca khch hng, sc cnh tranh vi cc
sn phm ca cc nc khc trn th trng.
1.2. Ni dung tin hnh
i vi cc th trng quen thuc, cng ty nn tip tc cng c uy tn v gi
vng mi quan h vi pha i tc, trong khi trin khai cho hng, th nghim
sn phm, nghin cu nhng th trng mi.
Tng bc hnh thnh h thng chi nhnh, vn phng i din ti mt s
nc v khu vc th trng quan trng lm u mi quan h cung cp thng tin,
phc v cho h thng kinh doanh bn hng. y l cc th trng nc ngoi hng
nm tiu th mt khi lng sn phm rt ln mang li gi tr kinh t cao. Trong
tng lai, nu u t ng hng, sn phm lm ra cht lng cao th cng ty c
th tng c ng k khi lng sn phm xut khu.
1.3. Cc bin php c th
+ Tip tc k hp ng sn xut gia cng vi khch hng quen thuc nhng
i hi mt s yu cu mang tnh k thut nh: Gn tn sn phm hoc biu tng
ca cng ty nhm to nn mt s nh hng ca cng ty trn th trng ny.
+ u t mua thm nguyn, ph liu cao cp ca nc ngoi sn xut v
xut khu sn phm ca mnh sang th trng mi. Bn cnh , cng ty cn tm
kim cc nh cung ng nguyn, ph liu khc c cht lng cao v gi bn thp
nhm to thm li th cnh tranh v gi c i vi cc loi sn phm khc.
+ Tham gia hi ch quc t v hng tiu dng cc th trng m cng ty
d nh thm nhp.

29

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------+ Nghin cu th trng mi, tm ra cc l hng ca th trng, thit k sn
phm mi vi nhng mu m, kiu sng, cht liu... ph hp th hiu tiu dng
ca cc khu vc th trng khc nhau, gy mt bc t ph vo th trng .
+ K kt hp ng vi cc t chc phn phi sn phm ti cc th trng
mi nhm to nn knh phn phi c hiu qu vi chi ph thp nht.
Tuy nhin, cng ty khng nn thm nhp vo th trng mt cch ng lot,
v thc t ca cng ty cha sc. Cng ty ch nn thm nhp vo th trng vi
n lc Marketing chiu su m bo thnh cng.
Cn phi ni thm rng, chuyn hng kinh doanh sang phng thc mua t,
bn on khng c ngha l cng ty ch tp trung vo th trng nc ngoi m bn
cnh cng ty cn phi ch trng n th trng ni a vi tim nng tiu th rt ln.
1.4. Kt qu d kin ca gii php
* Theo phng thc sn xut gia cng :
- Gi gia cng mt chic chn khong 35.500. Trong :
+ Gi chi ph lm ra mt chic chn khong 30.500
+ Li trc thu : 5.000/chic
* Theo phng thc mua nguyn vt liu - bn thnh phm :
- Gi k vi khch hng l 20,7 USD/chn, quy ra tin Vit Nam khong 320.000.
+ Chi ph mua vi gi : 35.000/m x 4,5m

= 157.500

+ Bng x l 2 mt 250g/m 2 gi: 54.000/m x 2,2m = 118.800

+ Chi ph mua ph liu (ch, ti PE ...)

= 10.000

+ Chi ph cn li

= 17.000

+ Li vay ngn hng

= 1.000/chic

+ Tng chi ph cho phng thc ny ca mt chic chn l:

304.300

- Li trc thu l: 15.700/chic

Ta c th thy rng hiu qu phng thc "Mua nguyn vt liu - bn thnh
phm" so vi phng thc "gia cng t hng truyn thng" l rt ln. Tr ton
b cc khon chi ph th li nhun trc thu t c tnh trn mt sn phm
theo phng thc "Mua nguyn liu - bn thnh phm" l 15.700 gp 3,14 ln so
vi phng thc "Gia cng truyn thng" 5.000.
3. Gii php th ba

30

Lun vn tt nghip
---------------------------------------------------------------------------------------------tng cng cng tc nghin cu th trng tiu th ni a
3.1. Cn c ra gii php
+ Dn s nc ta c tnh n nm 2010 khong 95 triu ngi, thu nhp
bnh qun trn u ngi mt nm khong t 500 $ n 900 $ ( ngun bo Nh
qun l s 4 10/2003 ) th th trng ni a tiu dng l kh ln. Ni chung, nhu
cu ca th trng trong nc s rt a dng v chng loi, cht lng v gi c
ca cng ty ang c li th v uy tn sn phm.
+ Thc t ti cng ty trong nhng nm qua nhim v v cng tc nghin
cu th trng ni a cng ty giao cho phng kinh doanh song hot ng ca
phng ny ch yu tp trung vo cng tc tiu th qua cc i l m cha coi
trng cng tc th trng - mt lnh vc rt gn b vi cng tc tiu th sn phm.
Cng vi trnh nghip v ca cc thnh vin trong phng cn hn ch, thiu
kinh nghim trong cc hot ng Marketing, do thng tin v sn phm ca
cng ty thng sai lch, khng y v thiu tnh ton khoa hc dn n mt s
th trng ca cng ty b suy gim hoc trit tiu hon ton, hoc dn n vic
chm dt nhanh chu k sng ca mt s loi sn phm do khng bm st nhu cu th trng.
ng vng v pht trin trong iu kin kinh t th trng nh hin nay
cng ty cn y nhanh nghin cu th trng v c nhng bc t ph trong cng
tc ny. Trn c s nm bt c th hiu, s thch v kh nng thanh ton ca
tng nhm khch hng v sn phm ca cng ty. T a ra nhng quyt nh
ng n v kp thi v cng tc tiu th sn phm.
3.2. Ni dung tin hnh
* M hi ngh khch hng
M hi ngh khch hng mt nm hai ln nm bt c thng tin c tnh
thi s ca th trng t mng li tiu th ca cng ty v th hiu ca ngi tiu
dng, mu sn phm c a chung v c nhng im phi rt kinh nghim v
sn phm ca mnh nh: mu sc, cht lng, kiu dng, gi c t c nhng
bin php ng n cho sn phm. Vic m hi ngh khch hng vi chi ph thp
m hiu qu l thu c nhng thng tin cn thit v c th. Thng thng mt
hi ngh khch hng c chi ph khong 50 triu ng bao gm :
+ Chi ph t chc

: 20 triu ng

31

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------+ Chi ph mi khch hng : 10 triu ng
+ Tin qu cho cc i biu

: 20 triu ng

Nh vy vi hai hi ngh khch hng, mi nm cng ty cn phi chi 100

triu ng, y l mc chi ph khng cao m cng ty c th chp nhn c t
hiu qu trc tip ca hot ng ny. Sau khi thu thp c nhng thng tin, cng
ty tin hnh la chn, phn loi v phn tch t c th :
+ Kp thi sn xut thm nhng loi sn phm m khch hng ang a dng.
+ Gim hoc ngng sn xut nhng loi sn phm m theo thng tin cho
thy nhu cu ca ngi tiu dng v loi sn phm khng cao, c nhng
chi ph sn xut loi sn phm ny.
+ Ci tin, hon thin nhng sn phm m khch hng c nhng gp v
mu m, kiu dng, cht lng ...
* S dng phiu thm d
Mu phiu thm d trn c in sao vi khi lng ln v s dng trong 6 thng,
ni dung ca mi ln c th thay i v do cn b Marketing son tho. Cng ty c th
thu sinh vin tp hp thnh tng nhm t 5 n 8 ngi, trng nhm l mt cn b
Marketing ca cng ty i ly kin theo mu thm d trn, c bit 3 khu vc.
+ Cc khu cng nghip tp trung, khu vc hnh chnh (ni tp trung nhiu
ngi c mc thu nhp tng i ng u v mc sng kh).
+ Cc khu vc trung tm, th x (c mc sng va).
3.3. Kt qu d kin ca gii php :
* Chi ph ca gii php :
+ M hi ngh khch hng

: 100.000.000

+ Tin thu in 50.000 t phiu thm d

5.000.000

+ Thu ngi i ly kin

10.000.000

Tng cng

: 115.000.000

Do c ngun thng tin di do phn nh v nhu cu th trng, cng ty

nghin cu v ra nhng chnh sch thch hp, nh vy sn lng tiu th
tng thm 7% bng 2.660 sn phm.
* Chi ph cho vic sn xut thm sn phm (Bng chi ph bin i bnh qun
cho mt n v sn xut (x) s sn phm sn xut thm ).
32

Lun vn tt nghip
---------------------------------------------------------------------------------------------+ Theo nm 2003 mc gi trung bnh ca 1 sn phm ni a l 331.000
+ Phn li ca mt sn phm ni a hin nay l 25% nn gi thnh n v
ca sn phm quy i l : 331.000 x 0,75 = 248.250
+ Doanh thu nm 2003 l 87 t ng. Li nhun nm 2003 l 5,5 t ng.
+ Tng chi ph nm 2003 l : 87 t ng - 5,5 t ng = 81,5 t ng
+ Chi ph c nh nm 2003 l :
- Chi ph qun l doanh nghip : 1.375.273.563
- Chi ph bn hng

: 1.571.265.521

- Chi ph khu hao

: 4.100.000.000

- Chi ph in nc

: 1.103.460.916

Tng cng

: 8.150.000.000

Vy t l chi ph c nh trong tng chi ph l 10% v t l chi ph bin i l 90%.

+ Chi ph bin i bnh qun cho mt n v sn phm l :
248.250 x 0,9 = 223.425/1 sp
+ Vy chi ph sn xut thm 2.660 sn phm l:
223.425 x 2.660sp = 594.310.500
* Doanh thu tng thm t vic tng thm sn lng sn phm tiu th:
331.000 x 2.660sp = 880.460.000
* Li nhun d kin t gii php :
880.460.000 - 594.310.500 - 115.000.000 = 171.149.500
4. Gii php th t
kt hp kch thch tiu th v qung co sn phm
4.1. Cn c ra gii php :
Trong mi trng cnh tranh nh hin nay c rt nhiu sn phm cng loi
c tung ra th trng nhiu khi ngi tiu dng khng bit phi mua sn phm
nhn hi g, ca doanh nghip no. Qung co hnh thc gii thiu v nhc li
nhng thng tin v sn phm ca mnh to iu kin cho khch hng d dng hn
trong vic la chn sn phm. c th sn phm ca cng ty cng c tnh thi
trang, chu k sng ca sn phm thp. Khi sn xut mt sn phm mi doanh
nghip tnh chi ph v m bo c li nhng do chm tiu th sn phm tr
nn li mt khng bn c v khi phn li tnh ton ca doanh nghip ch

33

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------nm trong sn phm tn kho v ch bn h gi. Qung co v kch thch tiu th
gip cho sn phm ca doanh nghip nhanh chng c tiu th trnh tnh trng
ri vo vng nguy him. Trong mt cng trnh nghin cu gn y khng nh
vic kt hp qung co v kch thch tiu th c bit c hiu qu c th lm tng
sn lng sn phm tiu th trn 10%. Cng ty H Ni - EVC cng nh rt nhiu
doanh nghip khc hin nay u rt ch trng ti sn phm ca mnh nhng s
quan tm hu ht l cc khu qun l sn xut, hon thin sn phm, h gi
thnh ... nhng cng tc h tr bn hng th mc u t cn thp. Nm 2003 l
nm cng ty c mc u t ln nht t trc ti nay cho cng tc qung co cng
ch l 0,08% tng doanh thu.

34

Lun vn tt nghip
---------------------------------------------------------------------------------------------4.2. Ni dung tin hnh :
a. Hot ng qung co
- Cc chng trnh qung co cng nh chi ph ca nm 2003 c gi
nguyn, b xung thm mt s hot ng nh :
+ M thm 2 gian hng trng by sn phm ti Vnh Phc v Ngh An l hai
khu vc c nh gi l giu tim nng: Mc sng c ci thin nhiu, c
nhiu khu cng nghip, sn lng sn phm tiu th tng i cao qua cc k cng
ty tham gia trin lm ti a phng. c bit l Ngh An cn tm hiu, qung co
nhm tin su hn vo min trong.
+ Qung co trn i truyn hnh cc a phng: Ngh An, Vnh Phc. Mi
a phng 10 ln, mi ln 15s qung co v cng ty cng nh cc sn phm
ca cng ty. c bit ch vo cc thi im trong nm nh: Tt dng lch,
30/4, 1/5, 2/9, 20/11. Hnh thc qung co: qung co nhc li.
Sau mi chin dch qung co, cng ty s phi lm bn phn tch hiu qu ca
qung co thng qua 2 ch tiu l sn lng tiu th v doanh s thc hin so vi trc,
trong v sau qung co (c tnh n tham s ma v), tt nht l so snh vi kt qu
cng k nm trc. Nu cc ch tiu khng tng chng t qung co cha c hiu qu.
* Chi ph cho qung co :
+ M nh trng by sn phm :
- Thu ti Vnh Phc l 4 tr./1 thng, ti Ngh An l 5 tr./1 thng.
- Biu hin, trang tr, dng c : 7 triu ng/nh
- Lng 3 nhn vin : 1,6 triu ng/ngi/ thng
Tng s tin phi chi mt nm : 237,2 triu ng
+ Qung co trn truyn hnh a phng
- Tng s thi gian qung co: 300s x Gi qung co: 150.000/s
Tng s tin: 45 triu ng
Tng chi ph: 282,2 triu ng
b. Hot ng kch thch tiu th
* Kch thch ngi tiu dng:
Nhm mc ch khuyn khch s dng nhiu hng ha hn, mua di dng
nhiu sn phm mt lc, kch thch nhng ngi cha s dng th s dng th, thu

35

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------ht nhng ngi thng mua nhn hiu ca i th cnh tranh chuyn sang dng
n ... Cc hnh thc p dng c thng bo ti ca hng c th l :
" Phiu gim gi :
- Cng ty s chi in nhng phiu gim gi kch thc 4x6cm vt liu bng giy
khng thm nc trn c logo ca cng ty, nhng nt gii thiu c bn v cng
ty, a ch cc i l ca cng ty, du xc nhn phiu gim gi. Phiu c ghi s
th t theo dy s t nhin. Gi thnh mt chic l 500. Phiu c pht cho cc
ca hng v c qun l nh mt sn phm.
Phiu s thng bo:
- Khch hng mua n sn phm th 5 ca cng ty s c gim gi 10% cho
sn phm cui cng.
- Khch hng mua n sn phm th 10 ca cng ty s c gim gi 15% cho
sn phm cui cng.
- Khch hng ch cn s phiu l c p dng ch khuyn mi khng
nht thit l phi mua ti mt ca hng.
- Khng p dng cho trng hp khch hng mua n 3 sn phm di 220.000.
Nh vy, trong tnh hung xu nht khch hng mua 2 sn phm r tin nht
ca cng ty l 200.000 v sn phm th 3,4,5 l nhng sn phm c gi tr
220.000 (mc gi thp th 2) th mc gim gi ln nht trung bnh cho 1 sn phm
l:
( 220.000 x 10% + 500 x 5 sp ) : ( 2 x 200.000 + 3 x 220.000 ) = 0,023 ( 2,3%).
y l mc gim chp nhn c - vn m bo nm trong chnh sch gi ca
Cng ty, m vn m bo tng sn lng tiu th v gp phn qung co rt tt.
Mc gi trung bnh cho mt sn phm sn xut mt ni a hin nay ca
Cng ty l 331.000 (theo s liu nm 2003).
c tnh, nhiu nht s c 10% s khch hng s s dng quyn c gim
gi ca mnh nh vy s tin phi chi cho gim gi l :
331.000 x 2,3% x 10% x 44.460sp/5sp = 6.770.000
* Kch thch cc ca hng, i l:
Cc ca hng, i l l mt khu trong qu trnh chuyn sn phm t nh sn xut
ti ngi tiu dng v l ni i thoi trc tip vi ngi tiu dng nm bt nhu cu
36

Lun vn tt nghip
---------------------------------------------------------------------------------------------ca th trng. Khuyn khch, to iu kin cho h pht trin v c nhiu li nhun
khng nhng ch l cng vic ca phng m cn l cng tc quan trng trong chnh sch
xc tin bn hng ca cng ty. i vi phng, vic khuyn khch cc ca hng, i l
nhm vo cc mc tiu: tng sn lng tiu th, doanh thu, thu thp y bo co v
nhng kin ng gp, nhn xt c hiu qu, bn c nhng sn phm mi, sn phm
kh tiu th, trnh by gian hng p, nhn vin bn hng c tnh chuyn nghip.
Cc hnh thc tin hnh nh sau:
+ Hng nm bnh xt 2 i l c thc trang tr gian hng p, phong cch
bn hng chuyn nghip nht thng 2 triu ng/ mt i l.
+ "Cu lc b 5.000sp": Mi i l c mc bn 5.000 sn phm/ nm khng
tnh n doanh thu ( khuyn khch i l bn nhiu loi sn phm), u c
thng 4 triu ng. c nm 2004 c 2 i l t ch tiu.
+ c bit i vi cc kin thu nhp, gp i vi cng ty v sn phm
ang bn, v i th cnh tranh, v nhu cu ca ngi tiu dng m c cng ty
p dng mang li hiu qu kinh t u c xt thng 5 triu ng.
D chi l 17 triu ng
4.3. Kt qu d kin ca bin php
* Chi ph ca bin php :
+ Chi ph cho hot ng qung co

: 282.200.000

+ Chi ph cho hot ng kch thch tiu th

Tng s

17.000.000

: 299.200.000

* Doanh thu tng thm :

+ Nh c hot ng tch cc ca bin php m sn lng tiu th c tng thm 8,5%.
44.460sp x 8,5% = 3.779sp
+ Doanh thu tng thm l:
3.779sp x 331.000/sp = 1.250.849.000
* Chi ph do sn xut thm 3.779sp l :
3.779sp x 223.425/sp = 844.323.075
* Kt qu d kin :
1.250.849.000 - 844.323.075 - 299.200.000 = 107.323.925

37

Nguyn Quang Minh

5A14 - 2000A932
----------------------------------------------------------------------------------------------Tuy kt qu c th ca bin php mang li l khng ln nhng cng ty li
thu c nhng kt qu khc qua cc ch tiu :
- M rng th trng tiu th
- Khuych chng thanh th v thng hiu ca cng ty
- Thu thp c nhiu thng tin v th trng

5. Gii php th nm
M rng th trng tiu th sn phm
xut khu trc tip
* Mc tiu ca bin php :
- Tng sn lng sn phm tiu th 20% so vi nm 2003
-

Tng gi bn sn phm ln 7% (tng t 320.000/sp ln 342.400/sp).

Li trn sn phm 10%.

5.1. Cn c ra gii php

-

Nng lc sn xut ca cng ty.

Hng ca cng ty l hng truyn thng v c uy tn trn th trng.

- Tc tng sn lng sn phm tiu th

- Gi bn ca sn phm th trng nc ngoi hin nay cn thp
5.2. Ni dung v iu kin tin hnh
- Tin hnh m phn v mua mt trong cc thng hiu ca cc khch hng
tng t gia cng ti cng ty nhng do lm n km nn b thua l, ph sn
nhng thng hiu sn phm vn c nh hng ti th trng nh Everyday,
warny... u t nghin cu th trng mi, tm ra cc l hng ca th trng, thit
k nhng sn phm mi vi nhng mu m, kiu dng, cht liu ph hp vi th
hiu tiu th ti khu vc: Tham gia cc hi ch quc t v hng tiu dng cc
th trng m cng ty quan tm, cng tc vi cc i din thng mi ti cc s
qun nm bt kp thi nhu cu ngi tiu dng (d chi 2,3 t VN).
5.3. Kt qu d kin :
- S sn phm tng l: 115.000 x 15% = 23.000 sn phm
- Chi ph bin i cho mt n v sn phm quy i l: 259.200
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Lun vn tt nghip
---------------------------------------------------------------------------------------------- Chi ph gia tng sn xut s sn phm ny l :
23.000 sp x 259.200 = 5.961.600.000
- Doanh thu mang li do tng gi bn :
115.000sp x ( 342.400 - 320.000 ) + 23.000sp x 342.4000 = 10.451.200.000
- Li nhun ca bin php:
10.451.200.000 5.961.600.000 2.300.000.000 = 2.189.600.000 VN

39

Nguyn Quang Minh

5A14 - 2000A932
-----------------------------------------------------------------------------------------------

Kt lun
Vic vn dng cc l thuyt c bn v th trng tiu th sn phm trong
vic hoch nh v thc thi chin lc s gip cc doanh nghip xc nh ng
n v tr hin ti ca mnh trn th trng: Xc nh mc tiu mun i ti u
v s duy tr v tr ca mnh trn th trng cnh tranh bng cch no thu
c li nhun ngy cng cao, th trng tiu th ca mnh c cng c v
pht trin c chiu rng v chiu su.
ng trn gc khch quan nh gi, bn cnh nhng thnh tch v
kt qu kinh doanh ca cng ty trong thi gian qua th vn cn nhng tn ti v
hn ch nh: Cha thc s quan tm, ch n vic cng c v m rng th
trng tiu th sn phm, cha c mt chin lc sn phm thc s hon chnh,
ton din dn n mt lot cc khuyt im. Hn ch cn c nhn nhn mt
cch khch quan tng bc khc phc.
Nhng ni dung c cp trong chuyn ny ca em nm trong
c gng gp phn hon thin hn cng tc tiu th sn phm ca cng ty. ng
thi, a ra nhng hn ch, kh khn m mt s gii php to tin cho vic
xc lp v tin hnh mt chin lc c hiu qu hn.
Do c s hn ch v trnh , thi gian cng nh dung lng ca ti
nn dn n s phn tch, nh gi ca ti cha thc s su sc, cc gii
php cha tht y v hon thin ... song qua bi vit ny em cng hi vng
phn no gip ch c cng ty trong vic m rng th trng tiu th sn
phm.
Qua chuyn ny, em xin by t lng bit n su sc ti c gio Thc s
Nguyn Thu H, l ngi hng dn, ch bo v tn tnh gip em trong
thi gian vit chuyn ny. Em xin chn thnh cm n.
Sinh vin
Nguyn Quang Minh

40

Lun vn tt nghip
----------------------------------------------------------------------------------------------

Ti liu tham kho

1.

Gio trnh phn tch hot ng kinh doanh ca doanh nghip

Trng H QL&KD HN - Th.S Quc Bnh

2.

Gio trnh L thuyt tip th - H QL&KD HN

3.

Trin khai chin lc kinh doanh Nh xut bn tr, nm 2002.

4.

Tp ch: Nh qun l

5.

Lun vn tt nghip ca sinh vin cc nm trc

6.

Mt s ti liu khc

41

Nguyn Quang Minh

5A14 - 2000A932
-----------------------------------------------------------------------------------------------

mc lc
Li ni u

Chng I: Phn tch thc trng v cng tc tiu th sn phm ti cng ty

H ni EVC trong thi gian qua...............................................................1

I. Gii thiu v cng ty.........................................................................1

1. Qu trnh hnh thnh..........................................................................1
2. Chc nng v nhim v......................................................................1
3. T chc b my...................................................................................2
4. Kt qu hot ng sn xut kinh doanh...........................................3

II. Phn tch thc trng cng tc tiu th sn phm ca H ni EVC.....4

1. Mt s c im nh hng ti cng tc tiu th sn phm..........4
1.1 c im sn phm v th trng...................................................4
1.1.1 c im v sn phm..................................................................4
1.1.2 c im v th trng.................................................................5
1.2 c im dy chuyn sn xut.................................................5
1.2.1 Dy chuyn sn xut tm bng P.E.............................................5
1.2.2 M t cc cng on sn xut tm bng P.E.............................5
1.2.3 Dy chuyn sn xut chn, ga, gi..............................................6
1.3 c im thit b vt t - nguyn vt liu....................................6
1.3.1 V my mc thit b.......................................................................6
1.3.2 Nguyn vt liu..............................................................................7
1.4 c im v c cu lao ng v tin lng...................................7
1.4.1 V lao ng....................................................................................7
1.4.2 V tin lng..................................................................................8

2. Phn tch thc trng tiu th sn phn ca cng ty ..................9

2.1. Phn tch theo sn lng.................................................................9
2.2. Phn tch theo doanh thu..............................................................11
2.3 Phn tch theo th trng...............................................................13
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Lun vn tt nghip
---------------------------------------------------------------------------------------------2.4 Cc nhn t nh hng ti vic nng cao sn lng tiu th 15
2.4.1 Hot ng nghin cu th trng..............................................15
2.4.2 Chnh sch sn phm..................................................................15
2.4.3 Chnh sch cht lng sn phm...............................................16
2.4.4. Chnh sch gi c.......................................................................17
2.4.5. Phng thc bn hng...............................................................17
2.4.6. Chnh sch xc tin bn hng...................................................18
2.5. H thng knh phn phi..............................................................19

III. nh gi v hot ng tiu th sn phn ca cng ty H ni EVC 22

1. Nhng kt qu t c......................................................................22
2. Nhng tn ti v nguyn nhn............................................................23
Chng II. Mt s gii php nhm y mnh cng tc tiu th sn phm
ti cng ty H ni EVC .............................................................................24

I. Mt s mc tiu chin lc pht trin ca H ni EVC .............24

II. Cc gii php nhm nng cao sn lng tiu th...................24
1. Bin php 1: Mt s ci tin v c cu qun l................................24
2. Bin php 2. Tng cng hnh thc mua t bn on thay th cho hnh
thc gia cng ............................................................................................26
3. Bin php 3: Tng cng cng tc nghin cu thi trng tiu th ni a
.....................................................................................................................28
4. Bin php 4: Kt hp kch thch tiu th v qung co sn phm. .31
5. Bin php 5: M rng thi trng tiu th sn phm xut khu trc tip..
.....................................................................................................................35
Kt lun.

43