Professional Documents
Culture Documents
KHOA
----------
BO CO TT NGHIP
ti:
Mt s gii php nhm hon thin cng tc chm
sc khch hng ti cng ty C Phn u T v
XNK C Ph Ty Nguyn
Trang 1
MC LC
Li m u ......................................................................................................................1
PHN I. C S L LUN V HOT NG CHM SC KHCH HNG
TRONG QUN TR MARKETING
I. Khi nim, phn loi v vai tr ca khch hng ............................................................2
1. Khi nim khch hng .......................................................................................2
2. Phn loi khch hng .........................................................................................2
3. Vai tr ca khch hng ......................................................................................3
II. Khi nim, mc ch, vai tr ca chm sc khch hng ..............................................4
1. Chm sc khch hng l g? ..............................................................................4
2. Mc ch ca vic chm sc khch hng ..........................................................4
3. Vai tr ca vic chm sc khch hng ..............................................................4
III. T chc thc hin chm sc khch hng ....................................................................5
1. Nhng khim khuyt trong vic chm sc khch hng .....................................5
2. Qun l tho mn khch hng ......................................................................5
3. Cc bc tho mn khch hng ....................................................................7
4. Vn ho chm sc khch hng ..........................................................................7
PHN II. TNH HNH HOT NG KINH DOANH CA CNG TY C
PHN U T V XUT NHP KHU C PH TY NGUYN
A. Gii thiu v cng ty ....................................................................................................9
B. Tnh hnh hot ng kinh doanh ti cng ty ..............................................................10
I. Qu trnh hnh thnh v pht trin ...............................................................................10
II. Chc nng, nhim v, quyn hn ca cng ty ...........................................................11
1. Chc nng nhim v ca cng ty ....................................................................11
2. Quyn hn ........................................................................................................11
III. C cu t chc ca cng ty .......................................................................................11
1. S c cu t chc .......................................................................................11
2. Chc nng, nhim v ca cc phng ban ........................................................13
IV. c im mi trng kinh doanh ca cng ty .........................................................16
1. Mi trng v m.............................................................................................16
2. Mi trng vi m.............................................................................................17
V. Phn tch, nh gi tnh hnh s dng cc ngun lc ca cng ty ............................19
Trang 2
LI M U
Trang 3
hng ho m l khan him khch hng. Hu ht cc ngnh cng nghip trn th gii c
th sn xut hng ho nhiu hn nhiu so vi s ngi tiu th trn th gii c th mua.
S vt mc ny l do cc i th cnh tranh ring l d bo mt s tng trng th
trng ln hn kh nng c th. Nu mi cng ty d bo mc tng trng 10 phn trm
doanh thu ca n v tng th trng ch tng 3 phn trm, kt qu l s vt mc.
-
PHN I
Trang 4
Khch hng khng nht thit l nhng ngi mua sn phm ca doanh nghip.
Vic phn loi khch hng c th da trn cc tiu ch khc nhau v c phn
loi nh sau
- Khch hng c
- Khch hng mi
- Khch hng hin ti
- Khch hng tim nng
- Khch hng bn trong
- Khch hng bn ngoi
y xt v khch hng bn trong v khch hng bn ngoi
a.
-
vic ca tip tn v cc nhn vin phc v bn va phi phc v khch hng va phi
phc v cho cc b phn trong nh hng nh b phn ch bin v b phn thu ngn.
b.
-
Mt cng ty cng c th phn loi khch hng ca n theo cch khc. Nhm u
tin bao gm Cc khch hng sinh li nht (Most Profitable Customers _ MPCs), l
nhng ngi ng c ch hin nay nht. Nhm th hai l Cc khch hng c kh
Trang 5
nng tng trng nht (Most Growable Customers _ MGCs), nhng ngi ng c
ch lu di nht. Nhm th ba l Cc khch hng d b tn thng nht ( Most
Vulnerable Customers _ MVCs), nhng ngi yu cu can thip sm ngn nga h
b i.
-
kt qu ca tnh trng sn xut d tha, chnh khch hng ch khng phi hng ho mi
khan him cung. Nu bn khng quan tm n khch hng ca mnh, ngi khc s
quan tm. Cc cng ty cn phi xem khch hng ca mnh nh mt ti sn ti chnh cn
c qun l v ti a ho ging nh mi ti sn khc. Khch hng l mt trong nhng
ti sn quan trng nht ca cng ty, v hn na gi tr ca h thm ch khng c tm
thy trong h s s sch ca cng ty. Nhn thy gi tr ca ti sn ny s phn khi dn
cc cng ty n vic thit k li tng h thng tip th ca h v pha nm bt phn
khch hng v gi tr tui i khch hng qua hng mc u t sn phm hoc dch v
ca h v cc chin lc to nhn hiu.
-
Trang 6
Chm sc khch hng l phc v khch hng theo cch m h mong mun c
Cng ty thc hin cng tc chm sc khch hng nhm hng vo tho mn nhu
hng l lm hi lng khch hng ang c thng qua vic phc v h theo cch m h
mong mun.
3. Vai tr ca vic chm sc khch hng :
-
Chm sc khch hng c vai tr gi mc doanh thu trong doanh nghip, to dng
Trang 7
Trong cng tc chm sc khch hng, cc doanh nghip khng th trnh khi
2. Cng
4. T
dch v cht lng cao v tho mn khch hng ton din l chui cht lng thng
c gi l cng thc CASCADE.
Cam kt
Commitment
Kh nng
Abilities
Chun mc
Standard
Trang 8
sn phm v
dch v cht
lng cao
Quan tm
Attention
Chi tit
Detail
Xut sc
Excellence
-
cng thc cht lng nhm tho mn khch hng l nhim v ca ngi qun l
+ Cam kt: nhm ch c th cam kt tho mn khch hng nu cp qun l th
hin r cam kt ca chnh h vi vn ny.
+ Kh nng l thit yu nhn vin phi c cc k nng cn thit t c
chun mc, d h tham gia sn xut sn phm, cung cp dch v hay trc tip giao dch
vi khch hng.
+ Cc chun mc: cn c t ra v c o lng, nh tt c mi ngi
u bit mc tiu l g v cn phi lm g t c chun mc.
+ Nu vic trao i thng tin gia cc nh qun l, gia qun c vi nhn vin
khng c thc hin mt cch tho ng th s dn n nhng hiu lm, sai phm v
khng tho mn. Khng ai c th to ra c sn phm hay dch v cht lng trong
nhng iu kin nh vy.
+ Quan tm n tng chi tit ch ra s khc bit gia nhng ngi ch ni v tho
mn khch hng vi nhng ngi thc s cam kt thc hin thnh cng.
+ Xut sc l kt qu t c nu chng ta thc hin theo cng thc trn.
Trang 9
ng cc k nng v kin thc ca nhn vin. To iu kin nhn vin tham gia tho
lun v cht lng v vn chm sc khch hng cng nh tm ra gii php cho cc
vn ca chnh h.
4. Vn ho chm sc khch hng :
-
Trang 10
PHN II
TNH HNH HOT NG KINH DOANH CA CNG TY C PHN U
T V XUT NHP KHU C PH TY NGUYN
A. GII THIU V CNG TY
Tn cng ty : Cng Ty C Phn u T V Xut Nhp Khu C Ph Ty Nguyn
The Tay Nguyen Coffee Investment Import Export Joint Stock Company
Tn giao dch : VINACAFE BUON MA THUOT
a ch : Km 7, Quc l 27 X Ho Thng TP Bun Ma Thut k Lk
in thoi : 050. 862737 862567
Fax : 050.862031
M s thu : 6000381243
Ti khon : 73010791 D ti Ngn hng u T V Pht Trin k Lk
Trang 11
Logo :
Trang 12
Nhm p ng nhu cu kinh doanh ngy cng m rng v nng cao hiu qu
kinh doanh, nm 2001 cng ty thnh lp hai chi nhnh ti Bnh Dng v TP HCM,
trm kinh doanh ch bin hng cht lng cao v 3 phng chc nng T chc hnh
chnh, Kinh doanh XNK v K ton.
-
trong nhng nm gn y tnh hnh kinh doanh c ph trn th gii y bin ng.
Trc nhng kh khn th thch , tp th CBCNV trong cng ty on kt mt lng,
phn u khng bit mt mi, nh m hm nay cng ty t c nhng thnh qu
ln lao nh
+ Xy dng thnh cng h thng qun l cht lng theo tiu chun ISO 9001 :
2000.
+ t li nhun cao trong nhiu nm.
+ Thc hin y ngha v i vi nh nc.
+ c bit, u nm 2005 Cng ty c Nh Nc phong tng Hun Chng Lao
ng hng Nh.
+ Gi vng th phn, ngy cng m rng th trng.
+ L n v c kim ngch xut khu c ph nhn ln nht nc ta.
-
Trang 13
T chc thu mua, ch bin gia cng xut khu c ph, nng sn, nhp khu thit
kinh doanh , nghin cu v p dng khoa hc vo vic kinh doanh vi cc t chc trong
v ngoi nc.
-
chc, c nhn trong v ngoi nc kinh doanh theo ch , chnh sch v php lut
hin hnh.
-
ban.
-
III.
C CU T CHC CA CNG TY :
1. S c cu t chc :
B my qun l ca cng ty c khi qut theo s sau:
BAN GIM C
Trang 14
Phng
k ton
ti
chnh
Phng
kinh
doanh
XNK
Phng
t chc
hnh
chnh
Trm
kinh
doanh
Chi
nhnh
Bnh
Dng
Chi
nhnh
TP
HCM
-Trng kho
-Ph trch k
ton
-Th qy
-KCS
-Nhn vin giao
nhn
-Bo v
-Cng nhn
-Nhn vin cung ng
-K ton trng
-Th qy
-Nhn vin k
ton
-Th kho
-Nhn vin KCS
-Nhn vin giao
nhn
- Bo v
Ch thch :
: Quan h trc tuyn
: Quan h chc nng
C cu t chc ca cng ty theo kiu quan h trc tuyn tham mu, tun th ch
mt th trng. C cu ny c u im l n gin, tin li cho vic gim st, duy
tr k lut, d kim tra v phn nh r quyn hnh, chc nng, nhim v cho tng
phng ban. Tuy nhin, mi quan h gia cc b phn trong c cu t chc l mi quan
h phi hp, cng nhau thc hin k hoch ca cng ty vi chc nng v nhim v ca
mnh. Do , i hi phi c s phi hp, to iu kin cho nhau trong cng vic
hon thnh mc tiu chung ca cng ty.
2. Chc nng, nhim v ca cc phng ban :
a. Gim c : Ph trch chung v xuyn sut cc hot ng ca cng ty v trc tip ph
trch cc phn vic nh sau :
Trang 15
hiu qa cao.
-
Qun l vic thu chi hng ngy ca cng ty, quyt ton ti chnh qu, nm.
Kim tra s liu nhp xut mua bn hng ho hng ngy, thng, qu ton cng ty.
Hng thng t chc hp c quan nh gi vic thc hin nhim v trong thng
Qun l ton din kho hng thuc trm v hon ton chu trch nhim trc gim
ty.
-
c k duyt tm ng thu chi tin mt theo s lng thu mua hng ngy v cc
Trang 16
Trn c s lnh mua hng ngy ca gim c cng ty, phng c nhim v ch
o v thc hin vic mua, bn, cht hng v nhp xut hng ho kp thi, ng k
hoch, m bo an ton trong mua bn.
-
v trc thuc.
-
Bo co tng hp, cp nht thng xuyn tnh hnh thc hin cng tc thu mua
xut nhp hng v tnh hnh cng n pht sinh trong cng tc thu mua.
-
Nghim chnh chp hnh php lnh k ton thng k ca nh nc hin hnh v quy ch
ti chnh ca tng cng ty c ph Vit Nam.
Trang 17
T chc cc nghip v hch ton, phn cng nhim v ca cc thnh vin trong
phng, ch o cc n v trc thuc thc hin tt cng tc hch ton k ton ton
cng ty.
-
Thng xuyn kim sot thu chi, qun l tin vn vt t, hng ho ( xut nhp
tn kho ) trm v chi nhnh, ch o cng tc kim k kho hng, vt t, tin vn theo
nh k ca nh nc v theo ch trng ca cng ty.
-
ng kinh doanh.
g. Phng t chc hnh chnh :
-
Tham mu, qun l, b tr, s dng, o to, tuyn dng CBCNV v lao ng
theo nng lc, s trng mt cch hp l, nng cao hiu sut cng tc v tng nng sut
lao ng.
-
Kim tra, kim sot vic thc hin cc ni quy, quy ch ca cng ty, cng tc an
IV.
1.
a. Cc yu t kinh t :
-
Trang 18
kin thun li gip cng ty tm kim khch hng, m rng th trng, tng trng doanh
thu t gp phn lm tng li nhun ca cng ty.
-
2. Mi trng vi m :
a. Khch hng :
-
Trang 19
b. Nh cung cp :
-
vi i th cnh tranh. Cnh tranh biu hin di nhiu hnh thc nh gi c, cht
lng sn phm, phng thc bn hng, phng thc thanh ton, vn chuyn, giao
nhn, cng tc chm sc khch hng. Mt cng ty cng thnh cng, n cng thu ht s
cnh tranh.Trong ngn hn, cc i th cnh tranh nguy him nht l nhng i th
tng t vi cng ty ca bn nht. Cc khch hng khng th thy s khc bit, cng ty
ca bn l mt s ln ln trong k c ca h. S cnh tranh mi khng nm gia cc
cng ty sn xut trong cc nh my ca h, m gia ci h b sung vo u ra ca nh
my di dng cch ng gi, cc dch v, qung co, li khuyn khch hng, chnh
sch ti tr, cc kiu sp xp bn giao, ch lu kho v nhng th khc m ngi ta
coi trng. Chnh v vy m mt cng ty khng bao gi c b qua cc i th cnh
tranh ca mnh, hy lun cnh gic trc cc i th cnh tranh. i th cnh tranh ca
cng ty bao gm :
- Cng ty dch v XNK C Ph II
- Cng ty Mascopex
Trang 20
- Cng ty u t XNK k Lk
- Cng ty XNK Intimex
- Cng ty IA SAO
-
cnh tranh ch chim th phn nh nhng h s ln mnh ln tng ngy trong qu trnh
kinh doanh ca mnh. Chnh v th m cng ty cn phi tm hiu v i th cnh tranh,
t ra nhng chin lc kinh doanh ph hp m bo s pht trin bn vng ca
cng ty, ng thi gi vai tr l n v dn u th trng trong nc v lnh vc xut
khu c ph.
-
d. Cng ng:
-
ca cng ty. Do c chc nng nh thu, cp giy php, v ra quy nh, nn chnh quyn
c th hn ch, khuyn khch, hay bc b cc hot ng ca cng ty. Mc tiu u tin
ca cng ty l gi mi quan h gn gi vi cc cp c thm quyn quyt nh v cc
quy nh, iu chnh, h c th ra cc quyt nh nh hng ti cng ty.
Trang 21
xut nhp khu. Cng ty tuyn chn v bi dng lc lng lao ng c tay ngh
cao. S lao ng ny n nay tng 4,06 ln so vi nm 1996, v tng 1,08 ln so vi
nm 2000. S cn b c trnh i hc, cao ng l 45 ngi duy tr ba phng lm
vic ( K ton, Kinh doanh XNK, T chc hnh chnh ) v bn n v trc thuc gm
Trm kinh doanh ti k Lk, tng kho ti Bnh Dng, 1 chi nhnh ti Gia lai v 1 chi
nhnh ti TP. HCM.
Nm 2002
Nm 2003
Nm 2004
03/02
04/03
T l
T l
T l
T l
T l
ngi
120
(%)
100
ngi
128
(%)
100
ngi
140
(%)
100
(%)
106,67
(%)
109,37
- Nam
100
83,33
108
84,38
112
80
108,00
103,70
- N
20
16,67
20
15,62
28
20
100,00
140,00
85
70,83
83
64,84
90
64,29
97,65
108,43
35
29,17
45
35,16
50
35,71
128,57
111,11
- i hc v cao ng
25
20,83
37
28,91
45
32,14
148,00
121,62
- Trung cp
35
29,17
30
23,44
27
19,29
85,71
90,00
- S cp
20
16,67
19
14,84
25
17,86
95,00
131,58
- Lao ng ph thng
40
33,33
42
32,81
43
30,71
105,00
102,38
Ch tiu
Tng s lao ng
1. Phn theo gii tnh
Nhn chung, s lao ng ca cng ty tng qua cc nm, vo nm 2001 tng s lao
Trang 22
lao ng nam chim t trng ln hn lao ng n trong tng s lao ng. S lao ng
trc tip chim gn 71 % vo nm 2002, v gim cn 65 % trong nm 2003 v 2004.
-
Do quy m hot ng kinh doanh ca cng ty ngy cng m rng nn khi lng
cng vic vn phng ngy cng nhiu, v th m cng ty b sung lc lng lao ng
gin tip p ng nhu cu.
-
pht trin l h thng kho, xng ch bin cng vi trang thit b k thut hin i cho
vic ch bin, vi h thng sn phn loi, my nh bng, my bn mu,...Nh vy qua
hn chn nm xy dng v pht trin , n nay tng gi tr ti sn xy dng, lp t trn
39 t ng vi 27.500m2 :
+ 13.200 m2 ti tng kho chi nhnh Bnh Dng c sc cha t 45.000 n 50.000
tn c ph.
+ 4.500 m2 ti trm kinh doanh chuyn cha nguyn liu v lm hng cht lng
cao.
+ 3100 m2 ti chi nhnh Gia Lai c sc cha 20.000 tn c ph.
+ Thng 9/2004 tip tc u t xy dng mi nh kho c din tch 7.000 m2 ti
Trm kinh doanh tp trung ngun hng cho vic ti ch hng cht lng cao xut
khu.
-
Trang 23
cng thi im, cng ty c th mua cng mt lc nhp kho hng ngn tn c ph mi
ngy v ng thi vic xut hng a ra bn cng xut khu vi s lng tng t.
Trang 24
BNG TI SN C NH CA CNG TY
VT : 1.000.000 ng.
CH TIU
Nm 2003
Nm 2004
I. Nh ca vt kin trc
22759
22983
1. Nh ca kho tng
17192
17353
2. Vt kin trc
5542
5542
3. Ti sn ch thanh l
88
88
II. MMTB - phng tin vn ti
10473
16333
1. My mc thit b
5871
12194
2. Cng c qun l
3531
3068
3. Phng tin vn ti
1071
1071
TNG TSC
33232
39316
(* Ngun : Phng K ton ti chnh)
-
Nm 2004/2003
+/%
224
0,98
224
1,31
0
0
5860
55,95
6232
107,07
-463
(13,11)
0
6084
18,31
Trang 25
A. TI SN
I. TSL & TNH
1. Tin mt
2. Khon phi thu
3. Tn kho
4. TSL khc
II. TSC & TDH
1. TSC
+ Nguyn gi
+ Gi tr hao mn
2. TDH
B. NGUN VN
I. N phi tr
1. N ngn hn
2. N di hn
3. N khc
II. NVCSH
1. Ngun vn qu
2. Ngun kinh ph
Nm 2002
Gi tr
TT( % )
Nm 2003
Gi tr
TT( % )
Nm 2004
Gi tr
TT( % )
361094
100 517589
100 708678
258182
71,5 388191
75 528673
31636
8,76
42442
8,2
55276
136257
37,73 212211
41 308275
78181
21,65 119821
23,15 147405
12108
3,36
13717
2,65
17717
102912
28,5 129398
25 180005
73312
20,3 114387
22,1 114387
84212
- 125375
- 125375
- 10900
-10988
-10988
29600
8,2
15011
2,9
65618
361094
100 517589
100 708678
347992
96,37 503658
97,31 695617
275148
76,2 433181
83,69 625140
70477
19,52
70477
13,62
70477
2367
0,66
13102
3,63
13931
2,69
13061
12958
3,59
12392
2,39
13258
144
0,44
1539
0,30
-197
( * Ngun : Bo co ca phng K Ton Ti Chnh )
100
74,6
7,8
43,5
20,8
2,5
25,4
16,1
9,3
100
98,16
88,21
9,94
1,84
1,87
( 0,03 )
Nhn xt :
-
mc thit b sn xut mi, hin i nhm p ng nhu cu ch bin sn phm cht lng
cao.
-
Trang 26
trng th gii, vic thu mua ngun nguyn liu ng vai tr quan trng va m bo
s lng va m bo cht lng. Hin nay, ngun nguyn liu ca cng ty c thu
mua ch yu t cc knh sau :
+ Thu mua t cc h gia nh, cng ty k hp ng bao tiu sn phm v u t
trc cho cc h ny.
+ Cng ty lp ra cc i l thu mua trn a bn tnh k Lk.
+ Thu mua t cc doanh nghip nh nc, cc cng ty t nhn, cng ty TNHH,...
-
nhn c ch bin t c ph ti qua hnh thc ch bin t (hoc phi kh qu) sau
xay xt bc tch v thnh c ph nhn x. Ngun nguyn liu c ph nhn x c
gia cng ch bin thnh cc loi c ph nhn xut khu cht lng cao ( R1 18, R1 16,
R1 14, R1 13 ...)
L sy
C ph
nhn x
My tch
tp cht
a. S cng ngh :
H thng my
nh bng
Phi
H thng my bn
c ph en
H thng my sn
trng
My sn phn
loi kch thc
Nhp kho
Trang 27
ng
bao
Xut bn
my sng phn loi tch tng loi ht theo kch c quy nh m bo cc tiu chun
xut khu.
H thng sng phn loi c 5 li sng :
+ Li c dt tch qu bi, ht bi
+ Li sng 7,1 li tch R1 18
+ Li sng 6,3 li tch R1 16
+ Li sng 5 li tch R2 13
+ Li sng 2,8 li tch R3 c m
-
Trang 28
phi dng sng trng lng hoc dng sng tch loi b ht xp, ht v, que cnh
cn st, c ln trong c ph.
-
Trang 29
S lng c ph xut
Nm
2002
2003
2004
khu (Tn )
116.500
121.300
170.000
Kim ngch
( Triu USD )
51,5
81,5
110
Doanh thu
( T ng )
736
1.261
1.720
Trang 30
M s
1
2
3
4
5
6
10
11
20
21
22
24
25
30
31
32
40
50
51
60
Nm
Nm
Nm
2003/
2004/
2002
736106
544614
0
2003
1216548
950237
0
2004
1817351
1739898
0
2002
1,65
1,74
2003
1,49
1,83
736106
696865
39241
12956
14131
30772
11713
- 4419
7344
128
7216
2797
324
2473
1216548
1177594
38954
36634
22491
37851
11737
3509
1817351
1729443
87908
12753
30481
58055
10805
1320
753
336
417
1737
137
1600
1,65
1,69
0,99
2,83
1,59
1,23
1.00
- 0,79
1,49
1,47
2,26
0,35
1,36
1,53
0,92
0,38
1,25
1,35
1,24
0,50
0,31
0,52
3509
438
3071
a. Thun li :
-
xut kinh doanh l nh vo s c gng ca tp th cn b cng nhn vin trong cng ty,
bn cnh cng ty cn nhn c s ch o st sao, kp thi v hiu qu ca lnh o
Tng Cng Ty C Ph Vit Nam trong cng tc t chc, giao quyn cho cc c s thnh
vin, nh hng thu mua v m rng th trng.
-
c s ng gp v c s gn b cht ch ca cc tp on mua bn c ph
quc t, cc doanh nghip thnh vin ca tng cng ty c ph Vit Nam, trn 100 doanh
nghip c quan h lm n vi cng ty l DNNN, cng ty TNHH, Doanh nghip t nhn.
Trang 31
thin.
-
Vic xy dng thnh cng v p dng h thng qun l cht lng ISO 9001 :
2000 l mt thun li cho vic kinh doanh, qua gp phn nng cao v th ca cng ty
trn th trng.
b.
-
Kh khn:
Trong qu trnh hot ng kinh doanh ca mnh, cng ty lun gp phi s cnh
Thiu vn lun l tnh trng chung ca cc doanh nghip, cng ty cng khng
trnh khi tnh trng ny, nht l ngun vn lu ng thc hin vic giao dc hng
ngy.
-
Ngun hng ca cng ty c thu mua t nhiu ngun khc nhau nn cht lng
Khch hng ngy cng c nhng yu cu cao hn v cht lng sn phm cng
nh s thun li v vic mua bn, trao i hng ha.
Trang 32
lng hng c giao vi khch hng qua vic t cht lng sn phm l mc tiu
hng u nhm tho mn nhng nhu cu m khch hng tho thun vi cng ty trong
hp ng. Nu nh khch hng c nhu cu mua sn phm loi R1 18 vi t l tp cht
0,2 %, t l ht en v 5% th cng ty phi m bo ng cc nhu cu mt cch chnh
xc, t l tp cht nu tng ln 0,25 % th khng lm tho mn nhu cu khch hng.
-
Trng lng ti cng n: i hi cng ty phi gim st l hng t khi xut kho
n khi qu trnh vn chuyn hon thnh. y l cng vic rt phc tp, tn thi gian v
cng sc, cng ty phi b tr v phn cng lao ng c hiu qu.
-
Thng tin phn hi v gii quyt khiu ni: khch hng khng hi lng bt c
iu g v cng ty s gi n khiu ni, cng ty tin hnh phn tch v gii quyt khiu
ni ca khch hng trong thi gian 7 ngy.
-
Trang 33
1.
3.
ni.
4.
5.
6.
7.
8.
II.
Qua vic thu thp thng tin v 32 phiu kho st nhm nh gi s tho mn khch
hng, thu c kt qu nh sau:
TNG HP S LIU
QUA PHIU KHO ST KHCH HNG V 03 04
1. Tng s khch hng gi phiu
: 32
: 15
: 17
Ni dung kho st
Rt tt
Tt
Bnh
thng
Km
Qu
km
Trang 34
4/15
(26,67%)
0/15
(0%)
0/15
(0%)
0/15
(0%)
Cht lng c ph c
giao theo hp ng k.
1/15
(6,67%)
10/15
(66,67%)
4/15
(26,67%)
0/15
(0%)
0/15
(0%)
Trng lng c ph ca
invoice ti cng n.
1/15
(6,67%)
8/15
(53,33%)
6/15
(40%)
0/15
(0%)
0/15
(0%)
3/15
(20%)
8/15
(53,33%)
4/15
(26,67%)
0/15
(0%)
0/15
(0%)
0/15
(0%)
14/15
(93,33%)
1/15
(6,67%)
0/15
(0%)
0/15
(0%)
Cc yu cu v cht
lng mi ca c ph
hoc cc dch v.
3/15
(20%)
10/15
(66,67%)
2/15
(13,33%)
0/15
(0%)
0/15
(0%)
ng gi v k m hiu.
1/15
(6,67%)
12/15
(80%)
2/15
(13,33%)
0/15
(0%)
0/15
(0%)
13/15
(86,67%)
0/15
(0%)
0/15
(0%)
0/15
(0%)
11/15
(73,33%)
1/15
(6,67%)
0/15
(0%)
0/15
(0%)
chnh xc ca cc
chng t giao hng c
xut trnh khi thanh ton.
Nhn xt:
-
3/15
(20%)
Trang 35
Trang 36
Khch
hng
T l
(%)
D kin mua t
VN v 04 05
Marubeni
211,2
15000
1,41
20000->30000
Mitsui
2102,6
15000
14,02
20000->30000
Armajaro
1679,4
20000
8,4
25000->35000
Mercon
3108,0
18000
17,27
25000
Walter
3061,0
20000
15,31
30000
Itochu
7525,6
15000
50,17
20000
Co.ind
584,0
4000
14,6
10000
Noble
8060,0
50000
16,12
70000->100000
Ecom
13797,0
45000
30,66
60000->80000
10
Newman
14107
35000
40,31
40000->50000
11
Louis
2758
7000
39,4
15000
12
Vol
36000
80000
45
100000
13
Icona
1000
10000
10
15000
14
Hacofco
1118,0
10000
11,18
15000
15
Sucafina
546
5000
10,92
10000->15000
TNG CNG
95657,8
349000
27,41
Cng ty nn pht huy nhng ni dung c khch hng nh gi l tt, n tr
thnh th mnh ca cng ty v nng t l khch hng hi lng ngy mt cao hn. Mc
d vi a s cc ni dung nh gi thu c kt qu kh kh quan nhng cng ty khng
c xem l thnh cng, l tho mn nhu cu khch hng. Nhng ch tiu v ni
dung nh gi ngy mt khc khe hn, chi tit hn nhm nng cao cht lng phc v
ca cng ty ng thi to cho khch hng s tn nhim i vi cng ty. Cn i vi
nhng ni dung m kt qu khng c tt, cng ty cn tm ra nguyn nhn v bin
php khc phc.
-
bit v tng lng c ph m khch hng d nh mua trong v ti l bao nhiu, trong
khch hng s mua bao nhiu t Vit Nam, hoc cc quy cch chnh m khch hng
mun mua t th trng Vit Nam. Vic ny va th hin s quan tm ca cng ty n
khch hng, mt phn gip cho cng ty c s chun b tt hn v ngun hng cng nh
Trang 37
u t v trang thit b sn xut tin hnh kinh doanh trong v ti, p ng c nhu
cu ca khch hng.
-
Gim c kinh doanh tin hnh nh gi s tho mn khch hng sau tng nin
khch hng c lp li
Ni dung
V 02-03
KH c lp
li
KH mi
36
32
32
170366
170366
S khch hng
( n v )
SL mua ca K.H
(Tn )
126532,86
Tng SLXK t
a bn kLk
( Tn )
340000
Tng SLXK ca
c nc
691421,00
Tng cng
401000
870000
Trang 38
0,43 % tng s lng xut khu ca cng ty. V 03 04 do cng ty ch trng vo vic
xut khu ca cht lng cao vi s lng ln nn cng ty khng p ng nhu cu
mua bn ca cc khch hng ny. Mc d trong v 03 04 s lng khch hng khng
tng ln nhng v s lng v cht lng xut khu li tng ln hn 34,6 % so vi v
02 03.
T l mua ca khch hng c lp li v 03 04 so vi v 02 03 t 100 % y l tiu ch quan trng m cng ty t c. Trong v 03 04 mc tiu ca cng
ty l nng cao v s lng cng nh cht lng hng xut khu. V s lng xut
khu v 03 04 so vi v 02 03 t 134,6 %, tng 34,6 % ( > 43834 tn ). V cht
lng : cng ty sn xut ra nhiu loi hng mi t cc tieu chun quac t nh : tiu
chun Lavazza, tiu chun hng nh bng, tiu chun hng Aozai, tiu chun Nestle...
y l nhng thnh cng ln i vi cng ty trong v ma va qua, mt v ma vi
nhng cnh tranh khc lit. Th phn xut khu ca cng ty v 03 04 trn th trng
kLk t 42,5 %, so vi th trng c nc t 19,6 %.
PHN III
CC GII PHP NHM HON THIN
CNG TC CHM SC KHCH HNG TI CNG TY C PHN
U T V XUT NHP KHU C PH TY NGUYN.
I.
Hin nay, chc nng hot ng kinh doanh ch yu ca cng ty l xut khu c
Trang 39
Hin nay cng ty ang chim 18% th phn trong nc v lnh vc xut khu c ph
nhn.
-
Tng kh nng cnh tranh trn th trng bng vic u t, i mi cng ngh
sn xut nhm nng cao cht lng sn phm, qua nghin cu pht trin v hon
thin cc dch v i km.
-
Kho st v m rng th trng, duy tr khch hng hin ti, tm kim khch
hng tim nng. Tp trung khai thc th trng mi: ng u, Trung Quc, ... v cc
khch hng mi (Cc nh rang xay c ph c quy m ln v va).
-
kh khn ngy cng phc v khch hng tt hn, to nim tin v uy tn ca doanh
nghip trong tm tr khch hng.
-
Mc tiu hng u ca nhm cc gii php hon thin cng tc chm sc khch
II. MT
chn mu, h thng kho cha, trung chuyn, ...nhm nng cao cht lng sn phm.
-
khch hng, va c li cho cng ty. Khi sn phm c thng hiu th khch hng s
Trang 40
Ch trng hn n bao b hng ho, nghin cu trin khai in tn, biu tng ca
n v, cc c tnh ca sn phm, cch bo qun, trng lng gip cho khch hng d
dng nhn c nhng thng tin v sn phm.
-
Thc hin mua bn c ph theo tiu chun (TCVN 4193:2000), ch trng hng
Nghin cu trin khai ng dng cng ngh thng tin trong vic mua bn, k kt
ton nhanh th c hng chit khu thng mi v chit khu thanh ton. Nu thi
hn thanh ton l 60 ngy, khch hng tin hnh thanh ton trong 10 ngy u th s
c hng chit khu 2 % tng gi tr hp ng.
-
trong tp th cng ty, nu cao nhn thc ca mi nhn vin v tm quan trng ca khch
hng cho d l nhn vin ngoi thng, nhn vin k ton, nhn vin thu mua hoc l
nhn vin sn xut.
-
hng.
Trang 41
Nu r mc tiu v tin hnh kim tra vic thc hin mc tiu ra mt cch
Thng xuyn cp nht cc khiu ni ca khch hng v tin hnh gii quyt
ng thi hn.
-
thuc phng kinh doanh hoc tch ring thnh mt phng c lp. Nh vy cc vn
v khch hng s c chuyn v mt mi, cng ty s d dng qun l cc mi quan h
khch hng v phc v ngy cng tt hn nhu cu khch hng.
4. Nhm cc gii php khc:
a. Cng ty nghin cu v ng dng chui cng thc CASCADE vo cng tc
chm sc khch hng:
+ Cam kt ( Commitment ): Khch hng s an tm hn khi bit rng ton cng ty
t cp lnh o cao nht n cc thnh vin u t r s cam kt thc hin tho mn
khch hng.
+ Kh nng ( Abilities ): Trong qu trnh tuyn dng nhn vin phi c bit ch
n cc k nng cn thit cho tng chc v cng vic t c chun mc. Nhn
vin ngoi thng m phn, k kt hp ng phi gii ngoi ng, tin hc, kho n ni
v c tnh thuyt phc, c ngoi hnh. Nhn vin kinh doanh ngoi nhng yu cu gii
v chuyn
mn nghip v phi nhanh nhn, hot bt.
+ Cc chun mc ( Standard ): Cng ty phi t ra cc chun mc c th nh:
m bo thc hin ng cc iu khon k kt trong hp ng, khi nhn khiu ni
ca khch hng s tin hnh x l v tr li khiu ni ca khch hng trong thi gian
ngn nht nu c th, thi hn ti a l 1 tun k t ngy nhn c khiu ni. Cc
chun mc c t ra cn phi o lng, qua mi ngi s nhn thy nhng g
lm c, nu cha t th cn phi lm g t chun mc.
+ Trao i thng tin ( Communication ): Khi ra nhng cam kt, chun mc
nu trn th vic trao i thng tin gia cc nh qun l vi nhn vin phi c thc
hin mt cch tho ng trnh nhng hiu lm v sai phm. Lnh o cng ty a ra
Trang 42
Trang 43
KT LUN
-
Ty Nguyn ang ng trc nhng th thch trong qu trnh pht trin ca mnh. Cng
ty ang gp phi s cnh tranh gay gt ca cc n v khc trong cng ngnh kinh
doanh. Hin nay, cng ty ci tin v i mi v nhiu mt pht trin v gi vai tr l
n v u ngnh trong lnh vc xut khu c ph. Khi m cc yu t nh ngun vn
kinh doanh, iu kin mt bng nh xng, trang thit b k thut, c cu t chc, h
thng php lut ngy cng c hon thin th vn cn li Cng ty cn quan tm n
l khch hng. Nh trnh by cc phn trn, c th ni rng khch hng l ngun
dinh dng ca doanh nghip. Ban lnh o cng ty cn pht huy nhng thnh tch v
cng tc chm sc khch hng m cng ty thc hin c, xy dng cng ty thnh
Trang 44
Tri qua hai thng thc tp ti cng ty, em hon thnh chuyn ca mnh vi
Nm xut bn
Tn ti liu
NXB
2002
NXB Tr
1.Ths. Ng nh Dng
Bin son da trn ti liu
ting Anh ca tc gi
Howard Senter- Business/edge
2.Ths. Ng nh Dng
2001
3.Nguyn Th Nh Lim
2001
Marketing cn bn
1996
Qun Tr Chiu Th
NXB TK
5. Philip Kotler
2004
NXB TK
NXB GD
Trang 45
Trang 46
Trang 47
Trang 48