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TRNG

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

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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

1. Tnh hnh s dng ngun nhn lc ..................................................................19


2. Tnh hnh mt bng nh xng, my mc thit b ...........................................21
3. Tnh hnh ti chnh ...........................................................................................23
VI. Tnh hnh hot ng kinh doanh ca cng ty ...........................................................24
1. Thu mua ...........................................................................................................24
2. Quy trnh cng ngh v ch bin sn phm ca cng ty .................................24
3. Tiu th ............................................................................................................26
4. Kt qu hot ng kinh doanh .........................................................................28
5. Nhng thun li v kh khn ca cng ty .......................................................28
C. Thc trng chm sc khch hng ti Cng ty c phn u t v XNK c ph
Ty Nguyn ................................................................................................................30
I. Quy trnh x l khiu ni khch hng .........................................................................30
II. Phn tch nh gi s tho mn khch hng qua cc phiu kho st..........................31
PHN III. CC GII PHP NHM HON THIN
CNG TC CHM SC KHCH HNG
TI CNG TY C PHN U T V XNK C PH TY NGUYN
I. Tin xy dng cng tc chm sc khch hng........................................................37
1. Cn c vo mc tiu pht trin ca cng ty trong thi gian ti .......................37
2. Mc tiu ca vic hon thin cng tc chm sc khch hng .........................37
II. Mt s gii php nhm hon thin cng tc chm sc khch hng ti Cng ty
CPT&XNK C ph Ty Nguyn .................................................................................38
1. Nhm gii php v sn phm ..........................................................................38
2. Nhm gii php v nghip v kinh doanh, xc tin thng mi .....................38
3. Nhm gii php v t chc, cn b v o to ................................................39
4. Nhm cc gii php khc .................................................................................39
Kt lun .........................................................................................................................42

LI M U
Trang 3

Vn trung tm ngy nay m doanh nghip i mt khng phi l khan him

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.
-

V nh th dn n s cnh tranh rt gay gt. Cc i th cnh tranh tm cch li

cun cc khch hng, h gi bn ca h v b sung qu tng. Vy lm th no cng


ty c c khch hng v gi h li lu hn vi cng ty? Ngoi vic bn sn phm c
cht lng, gi c mang tnh cnh tranh, i ng bn hng chuyn nghip cng ty cn
ch n cng tc chm sc khch hng v hng vo tho mn nhu cu khch hng
mt cch ton din.
-

Nhng ni n vn chm sc khch hng v tho mn nhng nhu cu ca h

l mt vn m hin nay thu ht kh nhiu s qua tm ca cc nh qun tr. Nhu cu


khch hng lun thay i, iu c xem l tt ngy hm nay khng c xem l tt
cho tiu chun ca ngy mai, vai tr ca khch hng i vi cng ty v cng quan trng.
Khch hng c th mang phn thnh n cho cng ty v cng c th khin cho cng ty
b suy tn. 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.
-

l l do khin em suy ngh v thc hin 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 lm chuyn tt nghip ca mnh. Mong rng qua ti ny, bn
thn em c c hi m rng kin thc v hc hi c nhng kinh nghim qu bu
trong hot ng kinh doanh ti cng ty.
kLk, thng 06 nm 2005.
Sinh vin thc hin
Dng Bch Tho

PHN I

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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


1.

Khi nim khch hng :

Khch hng khng nht thit l nhng ngi mua sn phm ca doanh nghip.

H c th l cc nh u t, c quan qun l v c nhng ngi lm vic trong doanh


nghip. H l nhng ngi chng ta phc v d h c tr tin cho dch v ca chng
ta hay khng.
2. Phn loi khch hng :
-

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.
-

Khch hng bn trong :

L nhng khch hng trong ni b doanh nghip. V d nh trong nh hng, cng

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.
-

Khch hng bn ngoi :

L nhng ngi mua v s dng sn phm, dch v ca doanh nghip. V cng

c th l cc c quan qun l, cc nh u t. Cng ly v d trong nh hng nh trn th


khch hng bn ngoi bao gm khch n ung, khch t bn, ban an ton v sinh thc
phm, chi cc thu...
-

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

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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.
-

Tuy nhin, khng phi tt c khch hng u c gi li. C mt loi th t

na c tn Cc khch hng phin h nht (Most Troubling Customers _ MTCs). Hoc


h khng sinh li hoc cc khon li qu thp b p gi tr phin toi ca h. Vi
ngi s b sa thi. Nhng trc khi sa thi h, hy cho h mt c hi ci t. Hy
nng cao cc khon th lao ca h hoc gim bt dch v ca h. Nu h li, gi y
h s sinh li. Nu h ri i, h s lm chy mu cc i th cnh tranh ca bn.
3. Vai tr ca khch hng :
-

Gi y ta sng trong nn kinh t khch hng m khch hng l vua. y l

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.
-

Khch hng c vai tr to ln nh hng n vic tn ti v pht trin ca doanh

nghip. Bi v khch hng c quyn la chn mua sn phm ca bt k doanh nghip


no, l l do ti sao c nhiu doanh nghip ni rng : ngi quan trng nht trong
doanh nghip ca chng ti l khch hng . Nu khch hng khng thch cc sn phm
hay dch v ca doanh nghip, rt n gin h s chn sn phm hay dch v ca doanh
nghip khc. Nu s khch hng lm nh vy ln, h c sc mnh gy thit
hi v thm ch loi b nhng doanh nghip c sn phm khng c th trng chp
nhn. Do , doanh nghip phi lng nghe cn thn nhng thng ip m khch hng
gi n thng qua s la chn ca h.
II. KHI NIM, MC CH, VAI TR CA CHM SC KHCH HNG :
1. Chm sc khch hng l g ?

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Chm sc khch hng l phc v khch hng theo cch m h mong mun c

phc v v lm nhng vic cn thit gi khch hng ang c.


-

Cng ty thc hin cng tc chm sc khch hng nhm hng vo tho mn nhu

cu ca khch hng, cc li ch khi s dng sn phm, v gi c, cht lng sn phm,


hoc c hng cc dch v km theo khi s dng sn phm... Vic hi lng vi sn
phm s nh hng rt quyt nh n hnh vi mua sau ny. Mc tho mn hay
khng tho mn ca ngi tiu dng qua mua hng ho th hin mi tng quan gia
nhng mong i v thuc tnh s dng c chp nhn ca sn phm mang li.
2. Mc ch ca vic chm sc khch hng :
-

Chm sc khch hng l mt phn ca marketing. Mc ch ca chm sc khch

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

hnh nh v uy tn trong doanh nghip. iu m khch hng, d l c nhn hay doanh


nghip, u mong mun hn c t hng ho hay dch v h mua l chng phi hon
ton ng tin cy. iu ny c ngha l mt chng trnh chm sc khch hng, yu t
sn phm thng phi c t ln hng u v tip theo l yu t con ngi. Tt c
nhng n ci thn thin v nhng li cho mi lch s khng th b p cho nhng
sn phm khng ng tin cy hay nhng dch v khng t tiu chun.
-

Khi doanh nghip b mt i mt khch hng h s mt doanh thu v li nhun, uy

tn doanh nghip gim. Khi mt khch hng hi lng v doanh nghip h s ni vi bn


ngi khc, khi khng hi lng h s ni vi mi ngi khc hoc nhiu hn. V vy
chm sc khch hng nh hng n s tn ti v pht trin ca doanh nghip. Gi mt
khch hng ang c th d hn v r hn mi ln so vi vic chinh phc c mt
khch hng mi.
-

Cc cng ty phi hc cch chuyn t tiu im to sn phm sang tiu im s

hu khch hng. Cc cng ty phi thc tnh trc s vic h c mt ng ch mi


khch hng. Nu nhn vin ca bn khng hiu khch hng, h s khng th lm hi
lng khch hng ca mnh mt cch tt nht. Nu h khng quan tm n khch hng
ca bn, ngi khc s quan tm.
III. T CHC THC HIN CHM SC KHCH HNG :

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1. Nhng khim khuyt trong vic chm sc khch hng :


-

Trong cng tc chm sc khch hng, cc doanh nghip khng th trnh khi

nhng khim khuyt bi v doanh nghip khng th m bo rng l h lun chm sc


mi khch hng chu o, hn na nhu cu v mong mun ca khch hng lun lun
thay i. iu c xem l tt ngy hm nay s khng cn c xem l tt cho tiu
chun ca ngy mai. Hon ho l iu khng th t c v cc doanh nghip nn t
mc tiu chm sc khch hng l : Khng ngng ci tin vn ti s hon ho .
-

Cc sn phm n ri i. Thch thc ca mt cng ty l gi cht khch hng

ca mnh lu hn vic cng ty gi cc sn phm ca cng ty.


2. Qun l tho mn khch hng :
-

Cc cng ty cn gim st v ci thin mc tho mn khch hng. S tho mn

khch hng cng cao, kh nng gi li cng cao. Di y l bn s vic:

1. Vic th c khch hng mi c th tn gp 5 n 10 ln so vi cc


chi ph lin quan n vic tho mn v gi li cc khch hng hin ti.

2. Cng

ty trung bnh thng lm mt khong 10 n 30 phn trm

khch hng ca n mi nm.

3. T l khch hng b i gim 5 phn trm c th tng cc khon li ln


25 n 85 phn trm, tu theo ngnh cng nghip.

4. T

l li nhun khch hng c khuynh hng tng trn cuc sng

khch hng c gi li.


-

C trong lnh vc sn xut v cung cp dch v, mt cch hu hiu c c

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

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Trao i thng tin


Communication

sn phm v
dch v cht
lng cao

Quan tm
Attention
Chi tit
Detail
Xut sc
Excellence
-

iu ny thc s ph thuc vo cht lng ca qun l v gim st : thc hin

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.

3. Cc bc tho mn khch hng :


-

Nhn lc l ngun lc quan trng nht ca mi doanh nghip, v nh phn

tch, tt c cc vn v cht lng v tho mn khch hng u ph thuc vo nhn

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vin c thc hin tt cng vic khng. Mt vn ni cm m cc nh qun l phi i


mt l lm sao to ng lc cho nhn vin h thc hin cng vic t tiu chun
yu cu.
-

Trc ht, cc nh qun l cn phi to ng lc lm vic cho nhn vin v huy

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 :
-

Th phn l mt metric nhn lui, s tho mn ca khch hng l mt metric nhn

ti. Nu s tho mn khch hng sa st, th th phn s sm b xi mn. Vy phi bt


u t u v thc hin nh th no m qu trnh hot ng kinh doanh ca cng ty,
gi cho th phn khng b xi mn.
-

Thc hin chm sc khch hng ph thuc vo kh nng ca cc nh qun l cp

cao trong vic to dng mt vn ho chm sc khch hng. Nh qun l phi lm th


no ton b nhn vin trong cng ty nhn thy vai tr quan trng ca vic chm sc
khch hng, li ch m cng ty t c khi thc hin tt cng tc chm sc khch
hng. t mi ngi u quyt tm tham gia v to dng nn mt hnh nh tt p
cho cng ty. T lnh o cao nht ca cng ty cho n cc nhn vin tham gia sn xut
sn phm, nhn vin kinh doanh, v c th bao gm nhn vin bo v u hng vo
tho mn nhu cu khch hng, xem khch hng l mt trong nhng ngun lc thc y
s pht trin ca cng ty. Kt qu s l kh quan khi cng ty thnh cng trong vic to
dng vn ho chm sc khch hng.
+ Vic chm sc khch hng phi c bt u t cp cao nht
+ Tt c mi ngi trong doanh nghip u phi tham gia
+ Tt c cc cp qun l u hon ton quyt tm.

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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

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Logo :

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B. TNH HNH HOT NG KINH DOANH TI CNG TY :


I. QA TRNH HNH THNH V PHT TRIN :
-

Cng ty C phn u T V Xut Nhp Khu C Ph Ty Nguyn l doanh

nghip nh nc thuc Tng Cng Ty C Ph Vit Nam. Cng ty c thnh lp theo


quyt nh s 15 TCT TCCB/ Q ngy 15/09/1995 ca ch tch HQT Tng Cng
ty C Ph Vit Nam trn c s l c quan i din Lin Hip cc x nghip c ph ti
k Lk vi tng s CBCNV ban u l 32 ngi.
-

Cng ty hot ng theo giy php kinh doanh s: 4003000057 do S K Hoch

u T tnh k Lk cp ngy 01/12/1995.


-

Do quy m hot ng sn xut kinh doanh ngy cng m rng nn t thng

07/1999 Tng Cng Ty C ph Vit nam i tn chi nhnh thnh Cng Ty u T v


XNK C Ph Ty Nguyn, tn giao dch l VINACAFE BUON MA THUOT theo quyt
nh s 305 Q TCT/TCCB ngy 29/06/1999.
-

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.
-

Tri qua gn 10 nm tn ti v pht trin vi khng t nhng kh khn, c bit

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.
-

Ngy 01/01/2005 Cng ty chuyn t doanh nghip nh nc hch ton c lp

thnh cng ty c phn vi 51 % vn nh nc, i tn thnh Cng Ty C Phn u T

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v XNK C Ph Ty Nguyn. y l ch trng ng n trong vic i mi cng tc


qun l doanh nghip nhm tng thm mt cch ton din v trc tip quyn v trch
nhim ca doanh nghip, ca CBCNV v ngi lao ng, thc s l ngi lm ch vi
t cch l c ng. Mt bc mi xo b nhng nhn thc, thc v bao cp ang cn
rt su nng trong mi ngi lao ng.
II. CHC NNG, NHIM V, QUYN HN CA CNG TY :
1. Chc nng nhim v ca cng ty :
-

T chc thu mua, ch bin gia cng xut khu c ph, nng sn, nhp khu thit

b vt t hng tiu dng phc v sn xut v i sng, u t thm canh, huy ng sn


phm v m rng sn xut.
2. Quyn hn :
-

c giao dch k kt hp ng mua bn, kinh doanh, hp tc u t sn xut

kinh doanh , nghin cu v p dng khoa hc vo vic kinh doanh vi cc t chc trong
v ngoi nc.
-

c vay vn ti NHNN Vit Nam, c huy ng cc ngun vn khc ca t

chc, c nhn trong v ngoi nc kinh doanh theo ch , chnh sch v php lut
hin hnh.
-

c tham gia hi ch v qung co.

c quyn tuyn chn lao ng v t chc b my qun l, mng li kinh

doanh ph hp vi nhim v ca cng ty.


-

c quy nh chc nng, nhim v, mi quan h, l li lm vic theo cc phng

ban.
-

c t tng, khiu ni trc c quan php lut nh nc i vi cc t chc, c

nhn vi phm hp ng kinh t k kt, vi phm ch qun l, t chc ca nh


nc, lm thit hi ti ti sn, hng ho v uy tn ca cng ty.

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

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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

-Trng chi nhnh

-K ton trng
-Th qy
-Nhn vin k
ton
-Th kho
-Nhn vin KCS
-Nhn vin giao
nhn
- Bo v

-Trng chi nhnh


-K ton trng
-Nhn vin k
ton
-Nhn vin lm
chng t
-Th qy
-Nhn vin giao
nhn
-Nhn vin H. chnh

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

Quyt nh cng tc kinh doanh, chin lc kinh doanh v cng tc i ngoi,

trc tip m phn v k cc hp ng xut khu c ph, lm vic vi cc on khch


n m phn v k kt hp ng ngoi thng.
-

Quyt nh gi mua, bn trong cc hot ng kinh doanh.

Hoch nh cc vn v t chc b my iu hnh v b tr cn b m bo

hiu qa cao.
-

Ch o vic thanh tra, kim tra v x l cc vi phm iu l cng ty.

Chu trch nhim v kt qu hot ng kinh doanh ca cng ty.


b. Ph gim c trc, b th ng u cng ty :

Qun l vic thu chi hng ngy ca cng ty, quyt ton ti chnh qu, nm.

Thay mt gim c iu hnh cc cng vic v cc hot ng kinh doanh thng

xuyn ton cng ty.


-

K nhn cc khon vay v tr n ngn hng theo u quyn ca gim c.

Kim tra s liu nhp xut mua bn hng ho hng ngy, thng, qu ton cng ty.

L b th ng u cng ty trc tip ch o cng tc ni chnh, cng tc t tng

ca CBCNV v cc t chc on th trong cng ty.


-

Hng thng t chc hp c quan nh gi vic thc hin nhim v trong thng

v trin khai k hoch thi gian ti.


c. Ph gim c kim trm trng trm kinh doanh :
-

Qun l ton din kho hng thuc trm v hon ton chu trch nhim trc gim

c v php lut v s an ton ca kho hng.


-

Trc tip t chc vic thu mua, ch bin c ph nng sn theo s ch o ca

gim c cng ty v phng kinh doanh.


-

T chc cng tc lm hng cht lng cao theo k hoch v s ch o ca cng

ty.
-

T chc qun l, s dng hiu qu ti sn vt t, tin vn c gim c cng ty

giao, qun l tt ngun nhn lc ca trm.


-

c gim c u quyn k cc quyt nh thnh lp cc im thu mua c ph

nng sn thuc trm qun l sau khi c a phng ng .


-

c k duyt tm ng thu chi tin mt theo s lng thu mua hng ngy v cc

khon chi ph lm hng theo nh mc ph duyt.

Trang 16

Thay mt gim c cng ty quan h cng tc vi cc bn c lin quan trn a

bn trm ng chn v bo co ni dung kt qu cc cuc giao tip .


d. i din lnh do :
-

Gim c ch nh ph gim c trc l i din lnh o. Ngoi trch nhim

c phn cng, i din lnh o c trch nhim v quyn hn nh sau :


+ m bo cc qu trnh cn thit cho h thng qun l cht lng xy dng,
c s dng v c duy tr.
+ Bo co gim c vic thc hin h thng qun l cht lng ca cng ty v mi
nhu cu qun l.
+ m bo thc y ton b cng ty nhn thc c cc yu cu khch hng.
+ xut cc bin php ngn nga nhng cng vic khng ph hp i vi sn
phm, qu trnh, h thng cht lng...
e. Phng kinh doanh XNK :
-

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.
-

Qun l cng tc thu mua v cn i vt t hng ho ca ton cng ty v cc n

v trc thuc.
-

Qun l cc hp ng xut khu v ch o vic lm hng, giao hng theo cc

cam kt ghi trong hp ng cho khch hng.


-

Qun l thc hin v thanh l cc hp ng mua bn hng ho.

Qun l iu vn cc qu trnh vn chuyn hng ho t im bc hng n ni

xung hng, trng hp qu 24 h th phi c cc bin php truy tm nguyn nhn ng


thi phi bo ngay lnh o cng ty bit ch o.
-

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.
-

Qun l v ch o kim tra v k kt cc khon thu chi trong nh mc c

quy nh ti cc chi nhnh ca cng ty Bnh Dng v TP HCM.


f.
-

Phng k ton ti chnh :


Gim st hot ng thu chi ti chnh v t chc hch ton k ton ton cng ty.

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.
-

Theo di cht ch v n c thng xuyn vic thu hi cng n.

Nghim tc chp hnh ch ho n chng t do b ti chnh quy nh.

K khai v np thu y ng quy nh ca nh nc.

Lp bo co quyt ton ti chnh ng nh k thng, qu, nm, phn tch hot

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.
-

Qun l tin lng v thc hin cc chnh sch i vi ngi lao ng nh

BHYT, BHXH, thi ua khen thng v k lut, qun l h s theo ng quy nh ca


nh nc v cng ty.
-

Cng cc phng c lin quan tham mu xy dng cc quy ch ni b nhm thc

hin tt nhim v chnh tr c giao.


-

Kim tra, kim sot vic thc hin cc ni quy, quy ch ca cng ty, cng tc an

ton v sinh lao ng.


-

Qun l cng tc hnh chnh, vn th lu tr.

Qun l cng tc qun tr vn phng cng ty.

IV.

1.

C IM MI TRNG KINH DOANH CA CNG TY


Mi trng v m :

a. Cc yu t kinh t :
-

Cng ty C Phn u T v xut Nhp Khu C Ph Ty Nguyn l n v

thnh vin ca Tng Cng Ty C Ph Vit Nam. Trong bi cnh nn kinh t nc ta l


nn kinh t th trng, ang trn pht trin vi s m rng, hp tc khng ch vi cc
quc gia trong khu vc ASEAN m cn vi cc nc Trung Quc, Nht Bn, cc nc
thuc lin minh Chu u (EU), v tin ti gia nhp WTO. y l mt trong nhng iu

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.
-

Tuy nhin, c cc hp ng kinh t quc t khng phi l iu d dng, cng

ty phi i mt vi yu cu ngy cng cao ca khch hng v cht lng sn phm, s


thun li trong mua bn nh thi hn thanh ton, m bo thi gian giao hng. Chnh v
th m cng ty cn quan tm tm hiu v nhu cu ca khch hng, cp nht thng tin v
cc iu lut thng mi quc t, khng ngng nng cao cht lng sn phm t
m bo li ch kinh doanh ca cng ty, to dng uy tn vi khch hng.
b. Cc yu t chnh tr :
-

Mi trng chnh tr, php lut c nhng nh hng nht nh n kt qu hot

ng kinh doanh ca cc doanh nghip. Ngy nay, nn kinh t nc ta ang tin vo hi


nhp vi nn kinh t khu vc v th gii, h thng quy phm php lut ngy cng c
hon thin. Cng ty cn c nhng bin php c th, kp thi nhm thch ng vi mi
trng hot ng tranh th mi c hi, thi c pht trin.
c. Cc yu t t nhin :
-

Cng ty ng trn a bn Ty Nguyn nn chu s nh hng ca kh hu, trong

nm ch c hai ma ma nng. y l mt trong nhng kh khn i vi cng ty v


vic vn chuyn, bo qun hng ho. Nu khng trnh c nhng yu t khch quan
do mi trng t nhin mang li, cng ty s gp kh khn trong vic m bo cht
lng sn phm, s lng sn phm, t khng th p ng tt c cc nhu cu ca
khch hng. hn ch ti a nhng bt li trn, cng ty c s quan tm rt ln n
vic u t, xy dng h thng kho bi bo qun hng ho, nhm hn ch ti thiu tn
tht trong qu trnh kinh doanh v gp phn vo vic lm hi lng khch hng.

2. Mi trng vi m :
a. Khch hng :
-

L mt trong nhng yu t quan trng nh hng n s sng cn ca cng ty,

khch hng ch y ca cng ty l nc ngoi. Trong nhng nm qua mc d tnh


hnh sn xut v xut khu c ph th gii gp nhiu kh khn nhng cng ty vn vt
ln th thch v lp nn nhng thnh tch ng khch l. Duy tr v pht trin quan h
vi nhiu khch hng nh tp on Volcafe, Newman, Taloca v hn 20 tp on khc.
Cng ty c th trng xut khu qua gn 50 nc v vng lnh th trn th gii nh :
c, M, Ty Ban Nha, Italy, Php, B, Anh, Ba Lan, Nht Bn, Canada,...

Trang 19

b. Nh cung cp :
-

i tng i khi khng c ch trong bn m t cc ngun quan trng ca

mt cng ty l nh cung cp. Cc t chc ny cung cp cc nguyn vt liu v dch v


cn thit cng ty to ra cc sn phm cung cp cho th trng. Nhng cch tt nht
tng cng quan h mua bn ny l cng ty phi nht qun v kh nng mua hng v
thin p ng cc ngha v hp ng ca mnh, v ghi nhn cc h tr v k thut v
hnh chnh ca cc nh cung cp. Mt cch khc l tip tc duy tr quan h kinh doanh
vi cc nh cung cp hin ti v cc iu kin ti chnh c th nh hng n nhu cu
trong tng lai. Cng ty nn a cc nh cung cp vo danh sch gi cc ti liu nh
bo co hng nm ca cng ty, cc thng bo v sn phm mi, v cc thng tin khc c
lin quan.
-

Do c im hot ng kinh doanh ca cng ty ch yu l xut khu c ph vi s

lng ln nn ngun nguyn liu phi c m bo v s lng v cht lng. Chnh


v th m cng ty k hp ng thu mua c ph v, c ph nhn vi cc h nng dn
trn a bn tnh, cc i l thu mua c ph v cc cng ty trn a bn tnh v cc tnh
Gia Lai, k Nng.
c. i th cnh tranh :
-

Bt k doanh nghip no trong qu trnh hot ng kinh doanh u phi i u

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
-

Mc d so vi cng ty C Phn u T v XNK C Ph Ty Nguyn, cc i th

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.
-

Ngoi nhng i th cnh tranh trong nc, cng ty cn phi i u vi i th

cnh tranh nc ngoi m ch yu l nhng cng ty thuc cc quc gia c sn lng c


ph nhiu nh Brazil, Indonesia, Colombia, India.
Canh chng cc i th cnh tranh tuy l vn quan trng, song quan trng hn vn l
ni m nh v cc khch hng ca cng ty. Chnh cc khch hng ch khng phi i
th cnh tranh, s xc nh ai thng trong cuc chin.

d. Cng ng:
-

Dn chng ti cc thnh ph hay khu dn c ni cng ty t nh my hay tr s

cng l mt i tng ng quan tm trong hot ng ca cng ty. Cc vn m c


dn quan tm l c hi vic lm n nh v x l cc cht thi ca cng ty, cng nh
gip cc chng trnh gii tr, vn ho v t thin ti a phng. Cng ty quan
tm cng tc x hi t thin vi tng s tin chi trn 600 triu ng trong 5 nm cho
nhng cng tc xy nh, chm sc 3 b m Vit Nam anh hng, ng h gia nh ngho,
ng h nn nhn cht c mu da cam, xy dng nh tnh ngha. Xy dng v trang b
cho nhng ni kh khn mt s phng hc. H tr cho bnh vin Vit c v n v
kt ngha tiu on 303, tr cp hng trm tn go cho ng bo dn tc khi v ma
gip ht.
e. Chnh quyn :
-

Chnh quyn cc cp l mt yu t nh hng quan trng i vi cc hot 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

V. PHN TCH, NH GI TNH HNH S DNG CC NGUN LC


CA CNG TY :
1.Tnh hnh s dng ngun nhn lc :
-

p ng yu cu nhim v v nht l theo pht trin ca cng ty v quy m

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

- Lao ng trc tip

85

70,83

83

64,84

90

64,29

97,65

108,43

- Lao ng gin tip

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

2.Phn theo t/c cng vic

3. Phn theo trnh

( * Ngun : Phng T chc hnh chnh.)


Nhn xt :
-

Nhn chung, s lao ng ca cng ty tng qua cc nm, vo nm 2001 tng s lao

ng l 120 ngi, n nm 2004 tng ln 140 ngi tc l tng 16,67 % so vi nm


2001.

Trang 22

V c cu lao ng qua cc nm cng c s thay i, do tnh cht cng vic nn

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.
-

V trnh ca ngi lao ng trong cng ty tng i cao, nm 2002 ch 25

nhn vin c trnh i hc v cao ng, n nm 2004 s nhn vin c trnh i


hc v cao ng l 45 ngi tc l tng 1,8 ln so vi nm 2002. Cng ty ngy cng tinh
gim nhng lao ng c trnh thp, tuyn dng v o to lao ng c trnh cao,
cng ty ang thc hin chnh sch ngy cng tr ho i ng cn b qun l, c trnh ,
c nng lc. Lao ng c trnh i hc v cao ng ngy cng tng, trung cp v s
cp ngy cng gim.
2. Tnh hnh mt bng nh xng, my mc thit b :
-

iu m cng ty thng xuyn quan tm v tp trung mi n lc xy dng v

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.
-

Cn nhn mnh rng bn cnh h thng nh kho, xng ch bin c m rng

theo quy chun khoa hc vi trang thit b ng b m bo cho cng ty t nng


xut lao ng cao trong ch bin vn hnh, sn phm t cht lng cao, to c uy tn
v lng tin i vi khch hng, lm tng gi tr USD/ tn so vi mt hng cng loi. Vo

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

Qua bng trn ta thy, nh ca vt kin trc ca cng ty nm 2004 tng so vi nm

2003 l 224 triu ng tng ng vi t l tng 0,98 %, trong ch tng phn nh ca


kho tng ng vi t l tng 1,31 %. Cn vt kin trc v ti sn ch thanh l vn khng
thay i, nhn chung ti sn vt kin trc ch tng vi t l rt nh. Do phn nh ca vt
kin trc ca cng ty tng i n nh, tr s kinh doanh, trm ch bin, nh khch,
nh cho nhn vin cng ty u t xy dng t trc.
-

My mc thit b, phng tin vn ti th tng ln ng k so vi nm 2003 vi t

l tng 55,95 % vi gi tr 5.860 triu ng. Trong , cng ty u t rt ln vo vic


thay i, b sung my mc thit b hin i, cng ty thay i gn nh hon ton my
mc thit b c bng my mc thit b mi trong nm 2004 c gi tr 6323 triu ng,
tng 107,7 % so vi nm 2003. Trong khi , cng ty gim cng c qun l(- 463 triu
ng ) so vi nm 2003 tng ng vi t l 13,11 %. Phng tin vn ti th khng thay
i, bi vi phng tin vn ti c gi tr 1.071 triu ng th p ng nhu cu vn
ti ca cng ty.

Trang 25

3. Tnh hnh ti chnh :


BNG CN I K TON CA CNG TY QUA CC NM
VT : 1.000.000 ng
Ch tiu

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 :
-

Qua bng cn i k ton, ta thy tng gi tr ti sn ca cng ty tng ln qua cc

nm, TSL lun chim hn 70 %, TSC chim t 25 28,5 % trong c cu ti sn.


Khon phi thu tng v chim t trng kh ln trong c cu ti sn, ng ngha vi vic
cng ty ang b khch hng chim dng vn nhiu, iu ny xut pht t c im kinh
doanh ca cng ty, do sn phm tiu th mang tnh thi v v cng ty thc hin chnh
sch bn tn dng, y l mt trong nhng bin php thu ht khch hng, tng sn lng
bn v gim tn kho.
-

Gi tr ti sn nm 2003 v 2004 tng mnh l do cng ty u t xy dng my

mc thit b sn xut mi, hin i nhm p ng nhu cu ch bin sn phm cht lng
cao.
-

Tng ngun vn ca cng ty tng ln qua cc nm. Trong , n phi tr chim t

l cao hn vn ch s hu, iu c ngha l cng ty i vay n nhiu hn l vn t c.


i vay n t cc ngun khc bn ngoi l vic m cc doanh nghip hin nay ang

Trang 26

p dng. N phi tr nm 2003 tng so vi nm 2002 l 44,73 %, nm 2004 so vi nm


2003 l 38 %. Ngun vn ch s hu chim t trng rt nh trong tng ngun vn, nm
2002 chim t trng 3,63 %, nm 2003 chim 2,39 %, nm 2004 chim 1,87 %.
VI.

TNH HNH HOT NG KINH DOANH CA CNG TY


1.Thu mua :

p ng nhu cu kinh doanh ca cng ty m ch yu l xut khu c ph ra th

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,...
-

Cng ty c mi quan h cht ch vi cc nh cung cp, gi ch tn trong kinh

doanh. Thng xuyn trao i, k kt cc iu khon nhm m bo ngun hng c


cht lng v gi mi quan h lm n lu di.
2. Quy trnh cng ngh v ch bin sn phm ca cng ty :
-

Hin nay, sn phm ca cng ty gm hai loi : c ph nhn v c ph bt. C ph

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

b. Quy trnh cng ngh :


-

Bc 1 : Nguyn liu l c ph nhn c thu mua t cc h gia nh, cc doanh

nghip, cc i l,...c m, tp cht khng n nh, c kch c ht trn cc sng


13,16,18 ( tng ng R2, R1 16, R1 18 ) theo tiu chun quc t. c c ph nhn
t tiu chun xut khu theo hp ng kinh t k kt phi dng cc thit b sy, tch
ht sng phn loi, my bn mu ...
-

Bc 2 : Nguyn liu cha t m a vo l sy lm kh m bo m

theo hp ng ( i vi R2 m quy chun t 12,5 n 13 %, i vi R1 16, 18 m


quy chun l 12,5 % ).
L sy c cng sut l 10 tn / m, mi m t 3 4 gi.
-

Bc 3 : Do nguyn liu cn c nhiu tp cht nh : v c ph, que cnh... cn

phi dng sng tch b tp cht m bo thnh phm sch tp cht.


-

Bc 4 : C ph nhn sau khi c sy kh v lm sch tp cht s c a vo

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
-

Bc 5 : Nu khch hng c nhu cu mua c ph nh bng th c ph nhn s

c chuyn sang h thng my nh bng.

Trang 28

Bc 6 : xut khu c ph cht lng cao c t l ht v, ht lp, ht xp thp

phi dng sng trng lng hoc dng sng tch loi b ht xp, ht v, que cnh
cn st, c ln trong c ph.
-

Bc 7 : Trong dy chuyn ny, nu khch hng c nhu cu mua loi c ph c

t l ht en v t 0,1 n 1 % th nguyn liu tip tc qua h thng my bn mu


(Sortex) loi b nhng ht en, ht nu.
-

Bc 8 : Sau khi c ph nhn qua cc cng on trn s c ng bao vi

trng lng tnh 60 kg/ bao ( c bao l 60,75 kg ).


-

Bc 9 : C ph nhn cht lng cao sau khi c ng bao s c kim nh

cht lng bi cc n v kim nh nh : FCC, CAFE CONTROL, VINA CONTROL,


c nhp kho v xut bn.
Tt c h thng cng ngh ch bin ny ca cng ty u do Vit Nam sn xut, tr my
bn mu c nhp t Anh quc dng sn xut hng khng en.
3.Tiu th :
-

Trn c s i ng lao ng, cn b k thut, cn b qun l c tuyn dng,

trang b k thut c xy dng v u t ng mc, mng li thu mua, tiu th sn


phm c thit lp v ngy cng m rng. Cng vi cc v tinh c gn kt tin tng
v phi hp cht ch. Nh vy hot ng kinh doanh xut nhp khu ca cng ty trong
nhng nm qua lin tc pht trin vi quy m ngy cng ln, hiu qu ngy cng cao.
Hin nay cng ty tr thnh n v xut khu c ph hng u trong c nc, mt n
v thc hin y 05 ch tiu v xut khu nm 2003 (Theo nh gi ca B Thng
mi). Cn nhn mnh rng bn cnh kho tng, nh xng c xy dng theo quy
chun khoa hc vi trang thit b hin i v ng b m bo cho cng ty t nng
sut lao ng cao trong ch bin vn hnh. c bit l cng ty xy dng hon chnh
h thng qun l cht lng cc cng on sn xut, ch bin v kinh doanh, c t
chc quc t BVQI ca Vng quc Anh cng nhn t tiu chun cht lng ISO
9001: 2000. To nn s tn nhim cao i vi khch hng v tng gi tr sn phm i
vi mt hng cng loi trong cng thi im. Mc tiu ca cng ty l khng ngng nng
cao cht lng hng ho, p ng ngy cng tt hn th hiu ca khch hng, m bo
ch tn trong kinh doanh v cht lng v dch v.
Nhng s liu ch yu v xut khu qua cc nm :

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

(* Ngun : Bo co tng kt ca Phng Kinh doanh XNK )

Trang 30

4. Kt qu hot ng kinh doanh :


BNG KT QU HOT NG KINH DOANH
VT : 1.000.000 ng
(* Ngun: Bo co tng kt ca phng Kinh doanh XNK )
5. Nhng thun li v kh khn ca cng ty :
Ch tiu

M s

1.Doanh thu bn hng


Trong : DThu hng XK
2. Cc khon gim tr
- Chit khu thng mi
- Gim gi hng bn
- Hng bn b tr li
3.DTT (10=1-3)
4. Gi vn hng bn
5LN BH v CCDV (20=10-11)
6. Doanh thu t HTC
7. Chi ph ti chnh
8. Chi ph bn hng
9. Chi ph QLDN
10. Li nhun t HKD
11. Thu nhp khc
12. Chi ph khc
13. Li nhun khc
14. Tng LN trc thu
15. Thu TNDN
16. Li nhun sau thu

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 :
-

Trong nhng nm va qua, cng ty t nhng thnh qu trong hot ng sn

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 quan tm, ng h v khch l thng xuyn ca tnh u, UBND tnh

kLk. S lnh o kp thi cht ch ca khi doanh nghip , s phi hp v quan h


cht ch vi cc s, ban ngnh a phng v cc tnh, thnh ph Bnh Dng, Gia Lai,
TP HCM.
-

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

Trong nhng nm gn y, th trng c ph phc hi v gi c c tng ln.

c bit l sau Tt nguyn n, gi c ph tng ln ng k, y l iu kin thun


li cho cng ty trong vic y mnh xut khu.
-

Vic trang b my mc thit b, c s vt cht k thut ngy cng c hon

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:

Tuy rng gi c ph c xu hng tng ln nhng vn bin ng khng ngng, rt

kh d on, gy nhiu kh khn cho cng ty trong qu trnh kinh doanh.


-

Trong qu trnh hot ng kinh doanh ca mnh, cng ty lun gp phi s cnh

tranh mnh m ca cc cng ty cng ngnh.


-

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.
-

H gi thnh sn phm, gim chi ph lu thng l mt trong nhng vn m

cng ty rt quan tm tm kim gii php.


-

B my qun l iu hnh cn bt cp trc nhng i hi mi, c ch qun l

cn phi c s ng b, bao qut trn nhiu lnh vc.


-

Ngun hng ca cng ty c thu mua t nhiu ngun khc nhau nn cht lng

c ph khng ng u, cn nhiu tp cht, nn vic ch bin tri qua nhiu cng on


dn n vic nng cao chi ph.

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.

C. THC TRNG CHM SC KHCH HNG TI CNG TY C PHN


U T V XUT NHP KHU C PH TY NGUYN.
I.

QUY TRNH X L KHIU NI KHCH HNG:

1. Nhng nhu cu c bn ca khch hng:

Trang 32

Gi c sn phm: ph hp vi cht lng sn phm, m bo tnh cnh tranh i

vi nhng sn phm cng loi, thng v gi sn phm do cng ty quy nh tu vo loi


c ph m khch hng mun mua, v gm nhiu yu t nh t l ht en, v, t l tp
cht, m,...
-

Cht lng hng giao trn c s c k kt: i hi cng ty phi m bo cht

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.
-

Thi hn giao hng theo hp ng k kt: tu theo a im ca khch hng

m cc nhu cu v thi hn giao hng khc nhau, nu im n l Chu th thi hn


giao hng trong vng na thng n 20 ngy, cc khch hng Chu u hay Chu M
th thi hn giao hng trong vng 1 thng n 1 thng 15 ngy.
-

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.
-

Hin nay, Cng Ty C Phn u T V XNK C Ph Ty Nguyn quan tm

nghin cu v thc hin vic tho mn cc nhu cu ca khch hng, y l tn hiu ng


mng i vi cng ty ang c vai tr l cng ty dn o th trng. Chm sc v tho
mn ton din cc nhu cu ca khch hng l vic lm khng h n gin. Nhu cu
khch hng ngy nay khng ch l m bo cht lng, s lng sn phm, gi c hp
l, m bo thi gian giao hng m cn i hi cc dch v khc nh vic mua hng tn
dng, bao b, nhn mc sn phm phi c ghi y , r rng, s thn thin ca nhn
vin ngoi thng, vic m bo thi gian gii quyt khiu ni, nhng thng bo kp
thi v sn phm mi hoc s thay i v gi c, c hng chit khu thanh ton,
khuyn mi ... Hn na, phn ln khch hng ca cng ty l nc ngoi nn cc gii
php m cng ty a ra l nhm gii quyt nhng thc mc, khiu ni ca khch hng
v tin hnh nh gi s tho mn ca khch hng.

Trang 33

Vic x l khiu ni ca khch hng do nhn vin theo di hp ng ngoi

thng m nhn v c tin hnh theo cc bc sau :

1.

Tip nhn khiu ni ca khch hng bng vn bn hoc cc hnh

thc khc v cp nht vo s khiu ni.


2.

Xem xt vic khiu ni, nu khiu ni khng hp l th thng bo

li cho khch hng.

3.

Nu khiu ni hp l, xc nh cc b phn lin quan n khiu

ni.

4.

Bo co lnh o cng ty xin kin ch o x l.

5.

Thc hin theo kin ch o ca ban lnh o cng ty.

6.

Bo co kt qu x l khiu ni cho ban lnh o cng ty.

7.

Nu khch hng khng ng cch thc x l khiu ni th nhn

vin theo di hp ng ngoi thng lp li t bc 4 n bc 7

8.

Cp nht mi thng tin lin quan n bin php x l vo s

khiu ni v pht hnh phiu CAR khc phc nu cn thit.

II.

PHN TCH NH GI S THO MN KHCH HNG QUA CC


PHIU KHO ST :

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

2. Tng s khch hng phn hi

: 15

3. Tng s khch hng khng phn hi

: 17

4. tng hp kin nh gi khch hng c phn hi ( S lng mua v 03 04


ca s khch hng ny chim 56,2 % tng s xut khu ca cng ty )
KT QU NH GI
STT

Ni dung kho st

Rt tt

Tt

Bnh
thng

Km

Qu
km

Trang 34

T l gi cnh tranh vic


11/15
cung cp c ph.
(73,33%)

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%)

Thi gian giao hng theo


hp ng k.

3/15
(20%)

8/15
(53,33%)

4/15
(26,67%)

0/15
(0%)

0/15
(0%)

kin phn hi v gii


quyt khiu ni.

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%)

Thi ca nhn vin


2/15
trong giao dch kinh (13,33%)
doanh.

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%)

Gi bn cho khch hng: Mc cnh tranh t tiu chun rt tt 73,33 %, tt

26,67 %, khng c khch hng no nh gi l bnh thng, km hoc qu km. y l


mt tiu ch rt quan trng trong nin v 03 04, t c iu ny Ban lnh o
cng ty nghin cu rt k lng gi c th trng c ph, c gng tit kim chi ph
tt c cc khu, tng s lng xut khu gim chi ph c nh trong gi thnh sn
phm n v cui cng bn cho khch hng vi gi c cnh tranh hp l. Trong v
04-05 cn tip tc phn u t mc tiu tit kim chi ph v tng s lng xut khu
tng sc cnh tranh v gi c.
-

Cht lng hng giao trn c s hp ng k kt : c nh gi rt tt l 6,67

%, tt 66,67%, bnh thng 26,67 %, khng c khch hng no nh gi l km


hoc qu km. C c kt qu l do cng ty ly ch tn lm u v th mc tiu
cht lng sn phm c cng ty t ln hng u. Cng ty khng ngng u t my
mc ch bin, bo dng my mc, thit b, nh xng, mi trng m bo cung cp
mt cch n nh v s lng v cht lng theo nhu cu ca khch hng.

Trang 35

Trng lng ti cng n: c nh gi mc rt tt 6,67%, tt 53,33

%, bnh thng 40%, khng c khch hng no nh gi l km hoc qu km. C


c kt qu ny l do cng ty phn b, gim st qu trnh giao hng hp l v c hiu
qu: C th cng ty giao cho mi nhn vin gim st mt l hng t khi xut hng
n khi giao xong hng. V phi c trch nhim i vi l hng cho n khi c
giao xong. V vy s lng hng giao ti cng n mi c c kt qu nh vy.
-

Thi gian giao hng theo hp ng k kt : c nh gi mc rt tt

20%, tt 53,33% bnh thng 26,67 %, khng c khch hng no nh gi l km hoc


qu km. y cng l mt trong nhng mc tiu nng cao uy tn ca cng ty i vi
khch hng. Tuy s lng xut khu ln v c rt nhiu khch hng nhng hu ht cc
chuyn hng giao ng hn. Trong v ti s phi hp gia cc b phn cn phi tt
hn na m bo thi hn giao hng, t c mc tiu khng c chuyn hng no
b giao tr.
-

Thng tin phn hi v gii quyt khiu ni: c nh gi mc tt 93,33 %,

bnh thng 6.67 %, khng c khch hng no nh gi l km hoc qu km. t c


s nh gi ny l do thi lm vic tn tnh, gii quyt khiu ni mt cch hp l v
nhanh nht nhm tho mn yu cu ca khch hng.
-

p ng nhu cu ca khch hng v cht lng sn phm, dch v mi : nh gi

rt tt 20 %, tt 66,67 %, bnh thng 13,33 %, khng c khch hng no


nh gi l km hoc qu km. Trong nm va qua, cng ty khng ngng mua sm cc
thit b, my mc phc v cho cng vic ch bin c cht lng cao. Khng ngng nng
cao i ng cng nhn vin c trnh , k thut cao trong cng vic sn xut hng ho.
Chnh v
vy trong v 03- 04 cng ty c th giao nhng l hng mi, c cht lng cao nh:
cht lng Aozai, Lavazza,...

Bao b v nhn mc giao hng : c nh gi rt tt 6,67 %, tt 80 %,

bnh thng 13,33 %, khng c khch hng no nh gi l km hoc qu km.


*

S lng c ph v 03 04 ca s khch hng c phn hi mua t cng ty chim

27,41 % trong tng s mua t th trng Vit Nam. y l mt t l tng i ln trong


bi cnh c rt nhiu doanh nghip trn c nc tham gia xut khu V 03 04, theo s
liu ca Vicofa th c n 150 doanh nghip xut khu c ph, v s cnh tranh din ra
gay gt.

Trang 36

5. S lng mua hng ca mt s khch hng kho st v 03- 04 v d kin v 04


05 t Vit Nam.
STT

Khch
hng

Mua ca cng Mua t VN


ty ( Tn )
( Tn )

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.
-

Mi phiu kho st tho mn khch hng, cng ty km theo mt s ni dung

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

v c ph qua cc phng php sau:


B1: Lp phiu kho st tho mn khch hng
B2: Ch s khch hng lp li
S khch hng c lp li nin v ny
T l khch hng c lp li =
Tng s khch hng ca nin v trc
Lng c ph khch hng c lp li nin v ny
T l lng tiu th do

khch hng c lp li

Tng s lng c ph bn nin v trc

B3:Th phn xut khu c ph.


B4: Gim c kinh doanh tng hp cc s liu tho mn khch hng, bo co ban
gim c xc nh c hi ci tin trong cuc hp xem xt lnh o.

NH GI THO MN KHCH HNG V 03 -04


V 03 -04
STT

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

* Ch s khch hng c lp li v 03 04 so vi v 02 03 t 88,89 %, gim


11,11 % so vi v 02-03. Trn thc t c 4 khch hng c khng mua hng ca cng ty,
4 khch hng ny u l khch hng nh, mua cc loi c cht lng thp ch chim

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.

TIN XY DNG CNG TC CHM SC KHCH HNG :

1. Cn c vo mc tiu pht trin ca cng ty trong thi gian ti :


-

Hin nay, chc nng hot ng kinh doanh ch yu ca cng ty l xut khu c

ph nhn ra th trng nc ngoi, nhp khu my mc thit b, vt t, phn bn phc


v cho sn xut nng nghip. Trong tng lai, cng ty s a dng ho kinh doanh: ngoi
c ph l mt hng ch lc, truyn thng, cng ty s tin hnh nghin cu kinh doanh
xut nhp khu cc mt hng khc nng cao hiu qu kinh doanh v trnh ri ro khi
mt hng c ph bin ng khng c li.

Trang 39

Gi vng vai tr l cng ty dn u th trng trong lnh vc xut khu c ph.

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).
-

Vn dng trit cc iu kin thun li ca doanh nghip, c gng khc phc

kh khn ngy cng phc v khch hng tt hn, to nim tin v uy tn ca doanh
nghip trong tm tr khch hng.
-

Ci thin v nng cao mc sng cho CBCNV.

2. Mc tiu ca vic hon thin cng tc chm sc khch hng:


-

Mc tiu hng u ca nhm cc gii php hon thin cng tc chm sc khch

hng l tho mn cc nhu cu khch hng gi khch hng hin ti. Bi v h l


nhng ngi quan trng v c ngha i vi doanh nghip, gp phn thc y s pht
trin ca doanh nghip.
-

To dng uy tn cho doanh nghip.

II. MT

S GII PHP NHM HON THIN CNG TC CHM

SC KHCH HNG TI CNG TY CP T & XNK C PH TY


NGUYN.
1. Nhm gii php v sn phm:
-

m bo ng s lng v cht lng sn phm m khch hng v cng ty

tho thun trong hp ng.


-

Tng cng c s vt cht k thut cho ch bin v xut khu: my ch bin,

chn mu, h thng kho cha, trung chuyn, ...nhm nng cao cht lng sn phm.
-

a dng ha sn phm xut khu p ng nhu cu khch hng: c ph nhn, c

ph rang xay, c ph ho tan.


-

To cho sn phm c thng hiu ring ca cng ty, iu ny va c li cho

khch hng, va c li cho cng ty. Khi sn phm c thng hiu th khch hng s

Trang 40

d nh n sn phm v cm thy hi lng khi h ang mua, ang s dng sn phm


c tn tui.
-

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

cht lng cao.

2. Nhm gii php v nghip v kinh doanh, xc tin thng mi:


-

tm hiu r hn v nhu cu khch hng v p ng nhanh chng cc nhu cu

ca khch hng v vic thc mc , khiu ni cng ty nn xem xt thnh lp vn phng


i din hay c i din ti nc ngoi ( M v Chu u ). Nghin cu thnh lp kho
ngoi quan, a c ph sang nc ngoi bn l n tn tay nh rang xay, ngi tiu
dng.
-

Nghin cu trin khai ng dng cng ngh thng tin trong vic mua bn, k kt

hp ng. Khch hng c th tm kim thng tin, tho thun v k hp ng vi cng ty


qua mng Internet, thc hin c iu ny cng ty gip khch hng tit kim c thi
gian v chi ph.
-

i vi nhng khch hng mua sn phm vi s lng nhiu, thi hn thanh

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.
-

Thng bo kp thi n khch hng v sn phm mi, thay i gi c.

3. Nhm gii php v t chc, cn b v o to:


-

Hon thin c cu t chc, nu r quyn li v ngha v ca tng thnh vin

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.
-

Nng cao nng lc, o to v o to li i ng cn b kinh doanh v chuyn

mn nghip v, ngoi ng v tin hc p ng tt hn nhu cu kinh doanh.


-

T chc cc kho hc ngn hn cho nhn vin v nghip v chm sc khch

hng.

Trang 41

To mi trng lm vic thun li m cc nhn vin d dng trao i vi

nhau nhng kinh nghim trong qu trnh cng tc.


-

Nu r mc tiu v tin hnh kim tra vic thc hin mc tiu ra mt cch

thng xuyn trong mi k hp ca cng ty.


-

Thng xuyn cp nht cc khiu ni ca khch hng v tin hnh gii quyt

ng thi hn.
-

Thnh lp mt b phn chuyn v chm sc khch hng, b phn ny c th

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

nhng kin ch o, nhn vin cp di c th nu quan im ca mnh v mi ngi


cng tho lun i n gii php cui cng.
+ Quan tm ( Attention ): Ban lnh o cng ty cn c s quan tm, ng vin
kp thi n nhn vin, gim st vic thc hin, ch ra s khc bit gia nhng ngi ch
ni v nhng ngi thc s lm ng cam kt thnh cng. Qua cc cuc hp hng
thng, hng qu ca cng ty nn nh gi, nhn xt cng tc chm sc khch hng da
vo kt qu cc phiu nh gi tho mn khch hng biu dng tp th v c nhn t
thnh tch xut sc.
+ Chi tit ( Detail ): Vic tho mn nhu cu ca khch hng c th c bt u
t nhng nhu cu rt nh, chng hn nh vic tr li khch hng qua in thoi cho n
nhng li xin li ng lc, tt c to nn n tng ca khch hng i vi cng ty v
gp phn hnh thnh vn ho chm sc khch hng trong cng ty.
+ Xut sc ( Excellence ): Nu thc hin y v thnh cng cc bc nu trn
cng ty s t c kt qu tt trong cng tc chm sc khch hng.
b. Cng ty nn tin hnh phn loi khch hng ca mnh thnh nhng nhm khc
nhau theo cc tiu ch nh: thi gian hp tc lm n ca khch hng vi cng ty, s
lng hng ho trao i, kh nng sinh li, s gn b ca khch hng vi cng ty,... Sau
khi phn loi cc nhm khch hng th cng ty s c nhng cch phc v khc nhau
i vi mi nhm, cc khch hng tt hn s c cung cp nhiu li ch hn.
Nhng li ch cng ty cung cp cho khch hng:
+ c u tin trong vic thc hin cc iu khon hp ng nh l giao hng
sm, hng chit khu, c nhn nhng thng tin v s thay i gi c, phng thc
giao dch, sn phm mi, ... mt cch sm nht.
+ Thnh lp cu lc b ch mi nhng khch hng c quan h bun bn t
3 nm tr ln. Hng nm s t chc hp mt, cc thnh vin s c tham quan nhng
danh lam thng cnh ni ting, tm hiu v hot ng sn xut ca cng ty, nghe din
thuyt t nhng khch hng lu nm, cc din vin gp vui v cc nhn vt ni ting.
H khng mun lm mt t cch hi vin ca h bng cch chuyn cng ty.
+ Nhn nhng dp nh l k nim ngy thnh lp cng ty, k nim ngy cng ty
v khch hng thit lp mi quan h mua bn, nn gi thip v qu chc mng n
khch hng chng t s quan tm su sc ca cng ty i vi khch hng.

Trang 43

+ Mi khch hng tham d nhng ngy l k nim c ngha quan trng ca


cng ty.
+ Nhn dp cng ty c khen thng v thnh tch xut sc trong hot ng
kinh doanh cng nn mi nhng khch hng ln n tham d, qua gi li cm n
n h, coi h l phn khng th thiu gp phn nn s thnh cng ca cng ty.
+ Cng ty c th dng nhng loi qu biu n gin nh: o thun, o i ma,
ti xch, cp tp, m, s ghi chp,... c in logo ca cng ty biu khch hng.
+ Hng nm t chc chng trnh hi ngh khch hng nhm thng bo n
khch hng nhng thnh qu hot ng kinh doanh ca cng ty, l nh vo s hp
tc ch tnh ca khch hng i vi cng ty. T chc nhng bui tic thn mt gia ban
lnh o cng ty v khch hng, qua nhm tm hiu nhng nhu cu hin ti v cng
c th nghe li than phin t khch hng. y l dp rt tt hai bn c th trao i
vi nhau mt cch thoi mi v nhu cu cng nh nhng kin ng gp, v tho thun
v nhng hp ng mi.

KT LUN
-

T tnh hnh c nu trn cho thy Cng ty C Phn u T v XNK C Ph

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

n v c kt qu xut sc v cng tc chm sc khch hng. T cng ty s gi c


khch hng truyn thng v thu ht khch hng tim nng, em li hiu qu kinh t
trong hot ng kinh doanh ca doanh nghip.
-

Tri qua hai thng thc tp ti cng ty, em hon thnh chuyn ca mnh vi

s gip nhit tnh ca cc anh, ch phng Kinh doanh XNK. Mc d em c gng


trong vic thc hin ti nhng do hn ch v thi gian, bn thn cn thiu nhng kin
thc chuyn mn, kinh nghim thc t rt t nn ti khng trnh khi nhng thiu st,
rt mong nhn c s ng gp kin ca cc anh, ch trong cng ty, thy c gio v
cc bn ti c hon thin hn.
-

Nhn y, em xin chn thnh gi li cm n n ban lnh o, cc anh ch ti

Cng ty C Phn u T v XNK C Ph Ty Nguyn, thy gio Nguyn Ngc Qu


to iu kin, ng vin v gip em thc hin chuyn ny.
Xin chn thnh cm n!
Sinh vin thc hin
Dng Bch Tho

TI LIU THAM KHO


Tn tc gi

Nm xut bn

Tn ti liu

NXB

2002

Chm sc khch hng

NXB Tr

1.Ths. Ng nh Dng
Bin son da trn ti liu

Pht huy li th cnh tranh

ting Anh ca tc gi
Howard Senter- Business/edge
2.Ths. Ng nh Dng

2001

Thu thp thng tin v khch hng NXB Tr

3.Nguyn Th Nh Lim

2001

Marketing cn bn

4.Hong Trng MBA


Hong Th Phng Tho

1996

Qun Tr Chiu Th

NXB TK

5. Philip Kotler

2004

Nhng hiu bit su sc


v tip th t A n Z

NXB TK

NXB GD

Trang 45

6.Cc bng bo co tng hp t nm 2002 2004


ca Cng ty CP T & XNK C Ph TN
7.Cc ti liu khc

Trang 46

Nhn xt ca ging vin hng dn


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Trang 47

Nhn xt ca ging vin phn bin


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