Mot So Giai Phap Nang Cao Cong Tac Quan Tri Luc Luong Ban Hang Cua Nhom San Pham Unilever Tai Cong Ty TNHH Duy Thanh

Kho lun tt nghip
GVHD : ThS. Trn Th Nh Lm
MC LC
Li m u..........................................................................................................Trang 7
Phn I: C S L LUN.............................................................................................9
I. L lun v marketing..............................................................................................10
1. nh ngha...............................................................................................................10
a. Quan im truyn thng.....................................................................................10
b. Quan im hin i..............................................................................................10
2. Marketing Mix........................................................................................................11
a. nh ngha.............................................................................................................11
b. Cc thnh phn Marketing Mix.........................................................................11
II. Lc lng bn hng...............................................................................................12
1. Khi nim.................................................................................................................12
a. Bn hng................................................................................................................12
b. Lc lng bn hng.............................................................................................12
2. Vai tr.......................................................................................................................12
3. Nhim v..................................................................................................................13
4. ngha.....................................................................................................................13
5. Qu trnh bn hng.................................................................................................13
III. Qun tr lc lng bn hng...............................................................................14
1. Khi nim.................................................................................................................14
2. Vai tr.......................................................................................................................14
3. Cu trc lc lng bn hng.................................................................................15
a. Cu trc lc lng bn hng theo a l..........................................................15
b. Cu trc lc lng bn hng theo sn phm...................................................16
c. Cu trc lc lng bn hng theo khch hnh................................................17
d. Cu trc lc lng bn hng hn hp..............................................................19
4. Nhng kiu lc lng bn hng...........................................................................19
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a. Lc lng bn hng ring...................................................................................19

b. Lc lng bn hng u quyn...........................................................................20
c. Lc lng bn hng hn hp.............................................................................21
5. Tuyn dng, hun luyn nhn vin bn hng.....................................................21
a. Tuyn dng nhn vin bn hng........................................................................21
b. La chn nhn vin bn hng............................................................................21
c. Hun luyn nhn vin bn hng...........................................................................22
6. nh gi nhn vin bn hng...............................................................................23
a. Xy dng ch tiu thc hin...............................................................................23
b. o lng kt qu hon thnh.............................................................................23
c. So snh kt qu t c vi cc ch tiu........................................................24
7. Qun l lc lng bn hng..................................................................................24
a. Tin lng.............................................................................................................24
b. ng vin..............................................................................................................25
Phn II: THC TRNG CNG TC QUN TR LC LNG BN HNG
V TNH HNH KINH DOANH CA CNG TY TNHH DUY THANH
TRONG GIAI ON ( 2006 2008).....................................................................26
I.
Gii thiu v cng ty TNHH Duy Thanh ...............................................................27

1.Qu trnh hnh thnh v pht trin........................................................................27
2.Chc nng ca cng ty............................................................................................28
a. i vi nh sn xut, cung cp..........................................................................28
b. i vi khch hng.............................................................................................29
3.C cu t chc ca cng ty TNHH Duy Thanh..................................................29
a. S ......................................................................................................................29
b.Chc nng, nhim v ca tng phng...............................................................29
II.Tnh hnh s dng ngun lao ng ca cng ty trong giai on
( 2006-2008)................................................................................................................32
1.Tnh hnh s dng c s vt cht..........................................................................32
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a. Vn phng lm vic.............................................................................................32
b. Kho v phng tin vn chuyn........................................................................32
2. C cu ngun lao ng..........................................................................................32
3. Tnh hnh ti chnh ca cng ty trong giai on (2006 - 2008)......................34
a. Phn tch tnh hnh bin ng ca ti sn v ngun vn ca cng ty TNHH
Duy Thanh trong gia on( 2006 2008)...............................................................37
b. Phn tch tnh hnh ti chnh thng qua cc thng s ti chnh ca cng ty
TNHH DuyThanh........................................................................................................37
III. Mi trng marketing nh hng n hot ng kinh doanh ca cng ty
TNHH Duy Thanh trong giai on ( 2006 2008)...............................................41
1.Mi trng v m.....................................................................................................41
a. Mi trng kinh t...............................................................................................41
b. Mi trng chnh tr v php lut.....................................................................43
c. Mi trng khoa hc k thut............................................................................44
d. Mi trng vn ho x hi.................................................................................44
e. Mi trng dn s................................................................................................45
f. Mi trng t nhin.............................................................................................46
2. Mi trng doanh nghip......................................................................................46
a. Doanh nghip........................................................................................................46
b. Khch hng...........................................................................................................46
c. i th cnh tranh...............................................................................................47
d. Nh cung cp........................................................................................................48
IV.Tnh hnh kinh doanh ca cng ty TNHH Duy Thanh trong giai on
( 2006- 2008)..............................................................................................................49
1.
Hot ng Marketing ti cng ty TNHH Duy Thanh...........................................49
a.
Chnh sch sn phm..................................................................................................49
b.
Chnh sch gi.............................................................................................................49
c.
Chnh sch phn phi.................................................................................................50
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d.
Chng trnh khuych trng, c ng..................................................................51
2. Kt qu hot ng kinh danh ca cng ty TNHH Duy Thanh trong giai

on(20062- 2008)......................................................................................................51
V. Thc trng cng tc qun l lc lng bn hng ca nhm sn phm
Unilever ti cng ty TNHH Duy Thanh..................................................................53
1.T chc lc lng bn hng ca nhm sn phm Unilever ti cng ty TNHH
Duy Thanh....................................................................................................................53
a. C cu t chc bn hng.....................................................................................53
a.1. S cu trc lc lng bn hng.............................................................53
a.2. u, nhc im ca cu trc lc lng bn hng ti cng ty ..............53
b. Th trng bn hng ca nhm sn phm Unilever ti cng ty TNHH Duy
Thanh............................................................................................................................54
c. Cc kiu lc lng bn hng ca nhm sn phm Unilever ti cng ty
TNHH Duy Thanh.......................................................................................................55
2. Thc trng cng tc tuyn dng v hun luyn nhn vin bn hng ti cng
ty TNHH Duy Thanh..................................................................................................57
a. Cng tc tuyn dng v hun luyn nhn vin bn hng..............................57
a.1. Cng tc tuyn dng......................................................................................57
a.2. Hun luyn nhn vin bn hng..................................................................58
b. Cc hnh thc tr lng v ng vin nhn vin bn hng..........................58
b.1. Cc hnh thc tr lng cho nhn vin bn hng.....................................58
b.2. Cc hnh thc ng vin nhn vin bn hng...........................................61
c. Cng tc kim tra, nh gi kt qu bn hng ca nhn vin bn hng ca
nhm sn phm Unilever ti cng ty TNHH Duy Thanh.....................................62
3. nh gi cng tc qun tr lc lng bn hng ca nhm sn phm Unilever
ti cng ty TNHH Duy Thanh...................................................................................67
a. Thun li...............................................................................................................67
b. Hn ch..................................................................................................................67
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Phn III. MT S GII PHP NNG CAO CNG TC QUN TR LC

LNG BN HNG CA NHM SN PHM UNILEVER TI CNG TY
TNHH DUY THANH TRONG GIAI ON ( 2009 2014)
Nhng cn c tin ..................................................................................................70
1. Xu hng pht trin ca ngnh bn l ti Vit Nam trong tng
lai...................................................................................................................................70
2. Xu hng tiu dng ca ngnh tiu dng nhanh trong tng lai...................72
3. Cc c hi v e do i vi cng ty TNHH Duy Thanh v nhm sn phm
Unilever........................................................................................................................73
a. C hi.....................................................................................................................73
b. e da....................................................................................................................74
4. Phn tch cc nhn t nh hng n lng lng bn hng ti cng ty
TNHH Duy Thanh trong giai on ( 2006 - 2008)................................................74
a. Sn phm...............................................................................................................74
b. Th trng.............................................................................................................74
c. i th cnh tranh...............................................................................................75
d. Khch hng...........................................................................................................75
II.Phng hng v mc tiu kinh doanh ca cng ty TNHH Duy Thanh trong
giai on ( 2009 2014)............................................................................................76
1. Phng hng hot ng ca cng ty ................................................................76
2. Mc tiu kinh doanh..............................................................................................77
III. Mt s gii php nng cao cng tc qun tr lc lng bn hng ca nhm
sn phm Unilever ti cng ty TNHH Duy Thanh trong giai on
( 2009 2014).............................................................................................................81
1. Cng tc tuyn dng, hun luyn v o to, pht trin lc lng bn hng..
81
a.Tuyn dng nhn vin bn hng.........................................................................82
b. Hun luyn nhn vin bn hng........................................................................85
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2. Chnh sch tin lng v ng vin lc lng bn hng................................87

a. Chnh sch tin lng dnh cho nhn vin bn hng Unilever....................87
b. ng vin bng cc chnh sch i ng khc.................................................87
3. Mt s gii php khc............................................................................................88
a.T chc cc hot ng ngoi kho tng tinh thn giao lu on kt gia cc
nhn vin bn hng vi cc nhn vin khc ca cng ty cng nh cc b qun l,
lnh o cng ty............................................................................................................93
b.To cc hot ng giao lu dnh cho nhn vin bn hng v nhng khch hng
ca h.............................................................................................................................93
Kt lun.........................................................................................................................95
Li cm n...................................................................................................................96
Danh mc ti liu tham kho....................................................................................97
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LI M U
Cng tc bn hng l khu kt thc ca qu trnh lu chuyn sn phm.
Tt c nhng sn phm lm ra u c mc ch cui cng l n c tay
ngi tiu dng trc tip, c th trng chp nhn v mang v li nhun cho
doanh nghip. lm c iu ny, mi mt cng ty u to ra cho mnh mt
h thng bn hng ring sn phm nhanh chng c tiu th, t hiu qu
cao. Vai tr ca ngi bn hng i vi h thng bn hng ni ring v ca
doanh nghip l v cng quan trng. Lc lng bn hng l nhng ngi trc
tip to ra doanh thu, h cng chnh l nhng ngi truyn ti hnh nh v b
mt ca doanh nghip. Cng vi s pht trin ca cng ngh thng tin, hin
nay ngoi lc lng bn hng trc tip cn c cc hnh thc bn hng khc
nh: bn hng qua Internet, in thoi,.Tuy nhin, khng v th m mt i
tm quan trng v ngha ca lc lng bn hng i vi doanh nghip.
Nn kinh t Vit Nam ngy nay tr mnh ho nhp vo s pht trin
chung ca th gii, tham gia vo tin trnh hi nhp quc t. T khi gia nhp
ASEAN, APEC v c bit l WTO, Vit Nam c nhng bin chuyn su
sc v ang ng trc nhng thch thc ln. Trc sc p ca nn kinh t, s
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bng n ca khoa hc cng ngh v s thay i v vn ho, x hi i hi

doanh nghip phi nng ng hn, sng to hn, trang b cho mnh hnh trang
cng nh nng lc cnh tranh trn th trng th gii. Mt trong nhng
trang b chnh l s quan tm cng nh nng cao k nng v kin thc cho
cc nhn vin ni chng v lc lng bn hng ni ring. Bn cnh , yu t
quan trng nht chnh l gi chn khch hng. Do , cng tc qun tr lc
lng bn hng ti doanh nghip l rt quan trng.
Cng ty TNHH Duy Thanh l mt n v phn phi nhiu sn phm tiu
dng ca nhiu nh sn xut ni ting. Tuy nhin, sau khi c nhiu tc ng
ca nn kinh t nh hng trc tip n li nhun ca cng ty cng nh th
phn m cng ty xy dng c trong thi gian qua c nguy c st gim. Xut
pht t thc t nhng kh khn ang t ra trc mt cng ty v vn cn
gii quyt l lm sao duy tr v pht trin v th ca cng ty trong tnh hnh
cnh tranh nh hin nay. Chnh v th, cng ty cn xem xt n cc hot ng
nh hng n doanh thu, m yu t quan trng nht chnh l lc lng bn
hng. Cu hi t ra Lm th no lc lng bn hng hot ng tt nht
v mang v doanh thu cao nht cho cng ty. cu hi ny c tr li th
thit ngh cng tc qun tr lc lng bn hng l rt quan trng.
Ti cng ty TNHH Duy Thanh c rt nhiu mt hng c phn phi, tuy
nhin cc sn phm ca tp on Unilever l nhng sn phm mang li doanh
thu v li nhun chnh cho cng ty. Ti cng ty Duy Thanh c nhiu i bn
hng khc nhau, do iu kin c hn nn em ch c php tham gia trong i
bn hng Unilever. Qua qu trnh tm hiu v thc t ti doanh nghip, cng
nh xem xt cc yu t tc ng chung ca nn kinh t n tnh hnh kinh
doanh ca cng ty hin nay em chn ti: Mt s gii php nng cao
cng tc qun tr lc lng bn hng ca nhm sn phm Unilever ti
cng ty TNHH Duy Thanh . Thng qua qu trnh phn tch hin trng kinh
doanh ca cng ty em hy vng s c nhng tng ng gp gip cho cng
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tc qun l lc lng bn hng ngy cng hon thin hn v kt qu hot ng

ca cng ty ngy cng tt hn.
PHN I
C S L LUN
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I. L LUN V MARKETING
1. nh ngha
a. Quan im truyn thng
- Theo John H. Crighton (Australia): Marketing l qu trnh cung cp ng
sn phm, ng knh hay lung hng , ng thi gian v ng v tr.
- Theo Wolfgang J. Koschnick (Dictionary of marketing): Marketing l
vic tin hnh cc hot ng kinh doanh c lin quan trc tip n dng hng
ho v dch v t ngi sn xut n ngi tiu dng.
b. Quan im hin i
- Theo Peter Drucker: Mc ch ca marketing khng cn thit y mnh
tiu th. Mc ch ca n l nhn bit v hiu khch hng k n mc hng
ho hay dch v s p ng ng th hiu ca khch hng v t n tiu th.
- Theo William M. Pride: Marketing l qu trnh sng to, phn phi, nh
gi, c ng cho sn phm, dch v, tng tha mn nhng mi quan h
trao i trong mi trng nng ng.
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- Theo hip hi Marketing M (The American Marketing Associattion AMA): Marketing l qu trnh hoch nh v qun l vic thc hin vic nh
gi, chiu th v phn phi cc tng, hng ho, dch v nhm mc ch to
cc giao dch tho mn mc tiu ca cc c nhn v t chc.
- Theo hin hi Marketing Nht Bn (The Janpa Marketing Associattion
JMA): Marketing l mt hot ng tng hp m qua cc doanh nghip hay
t chc c tm nhn chin lc v thu hiu khch hng s to ra th trng
cho mnh bng phng thc cnh tranh cng bng.
.
- Theo Philip Kotler : Marketing l mt dng hot ng ca con ngi
nhm tho mn nhng nhu cu v mong mun ca h thng qua trao i.
2. Marketing mix
a. nh ngha: Marketing mix l tp hp nhng yu t bin ng kim sot
c ca marketing m cng ty s dng c gng gy c phn ng mong
mun t pha th trng mc tiu.
b. Cc thnh phn ca marketing Mix (4P)
Product
Place
Marketing Mix
Price
Promotion
n
Th trng mc tiu
Hnh 1: M hnh marketing Mix
Sn phm ( Product)
L tp hp tt c hng ho v dch v m cng ty cung ng cho th trng
mc tiu
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Gi c ( Price)
L tng s tin m ngi tiu dng phi chi c c hng ho.
Phn phi ( Place)

L mi hot ng hng ho d dng n tay khch hng mc tiu.
Truyn thng, c ng ( Promotion)

L hot ng ca cng ty nhm truyn b nhng thng tin v u im ca
hng ho do mnh sn xut hoc kinh doanh thuyt phc khch hng mc
tiu mua sn phm .
Cc hot ng ca truyn thng gip cng tc xc tin bn c tt hn
v t hiu qu hn nh:
- Bn hng
- Qung co
- Quan h cng chng
- Khuyn mi
- Marketing trc tip
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II. LC LNG BN HNG

1. Khi nim
a. Bn hng
Bn hng l mt hot ng marketing tp trung vo tng ngi s dng
ca th trng mc tiu, sau nui dng v khuyn khch mt s chuyn
tip nhanh chng t vic nhn thc vn cho n hnh vi mua.
b. Lc lng bn hng
Lc lng bn hng l tt c cc yu t vt cht, phi vt cht nhm to
nn kh nng lin quan trc tip hoc gin tip n chc nng bn hng hoc
phn phi hng ha ca doanh nghip.
2. Vai tr
Lc lng bn hng thc hin cc mi lin h gia doanh nghip vi
cc i tng kinh doanh trong v ngoi nc.Tt c cc vic trong doanh

nghip ph thuc phn ln vo vic tiu th sn phm v cc dch v c sn
xut ra trong tng k, doanh nghip ch tn ti khi sn phm ph hp vi nhu
cu ca khch hng v c khch hng chp nhn lu di thng qua vic cho
hng ca lc lng bn hng.
Lc lng bn hng l lc lng then cht gip cho doanh nghip tr
thnh doanh nghip thch nghi v sng to trong qu trnh pht trin.
Lc lng bn hng c th thm d bit thm v cc vng mc ca

khch hng v xy dng quan h c nhn lu di vi nhng khch hng quan
trng.
Lc lng bn hng c v nh nhng i mt, i tai ca doanh nghip
trn th trng, h tip xc vi khch hng nn hiu r nhu cu v mong mun
ca khch hng i vi cc sn phm ca doanh nghip, bit c kh nng
thanh ton ca mi khch hng khc nhau, bit c im mnh, im yu ca
sn phm v cc chnh sch bn hng ca doanh nghip v i th cnh tranh.
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3. Nhim v
- Thm d : Tm kim v xy dng mi quan h vi khch hng mi.
- Thng tin : Truyn t kho lo nhng thng tin cn thit v sn phm
ca doanh nghip.
- Bn hng : Trc tip giao dch, gii thiu tr li nhng thc mc v yu
cu ca khch hng khi mua.
- Phc v : Cung cp kp thi cc dch v cho khch hng .
- Nghin cu th trng : Thu lm thng tin nghin cu v tnh bo v
th trng vit nhng bo co v giao dch.
- nh gi tnh cht tng loi khch hng v phn phi hng cho hp l.
4. ngha
- Bn hng l hnh thc mang tnh chn lc cao cho php ngi lm
marketing a ra cc thng ip c tnh thuyt phc n cc nhu cu c th ca
tng ngi mua hoc ngi nh hng n quyt nh mua.
- i vi ngi lm marketing, bn hng l mt n lc giao tip trc
tip, mt i mt vi khch hng rt c kh nng cao. i vi khch hng,
nhn vin bn hng l ngun thng tin ch yu i vi khch hng ang d
nh mua v gip h ra quyt nh mua.
5. Qu trnh bn hng
Hot ng bn hng bt u trc khi hai bn gp g tip xc hay trao i
v cn ko di n khu theo di v hu mi.
- Thm d khch hng: L xc nh i tng khch hng, ngha l tm
kim nhng khch hng tim nng c nhu cu vi sn phm ca mnh v c
kh nng mua hng
- Tm hiu khch hng: L nghin cu k i tng khch hng ln k
hoch tip xc khi thu thp thng tin ti a v khch hng. Bn bn hng xc
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nh mc tiu thm ving, cch tip xc. Ngi bn bt u ra mt chin

lc tip cn khch hng.
- Gy dng nim tin: y l cch thc c th m ngi bn tip cn vi
khch hng khi m u cuc ni chuyn, nhng giy pht u tin nhng cu
ni v cu tr li u tin, cc biu hin phi ngn ng tht s c tnh quyt
nh i vi chiu hng pht trin mi quan h sau ny.
- Thng tin : Pht hin cc nhu cu tht s c ng c v nhng tr ngi
ca ngi mua, thu thp cng nhiu thng tin cng tt v kh nng quyt nh
ca ngi mua v nhng hot ng cho hng ca cc i th cnh tranh.
- ngh: a ra nhng li cho hng da trn nhng li th c th no
i vi khch hng chiu to nhng nhu cu v ng c m h cho ta
bit trc, sau khi lng nghe khch hng by gi ngi bn phi gii thiu sn
phm v lin h vi cc vn m khch hng cn gii quyt.
- Tr li thc mc: Li cho hng khin khch hng phn bc trong giai
on ny ngi bn hng tm cch tho g cc vng mc c tht nh th mi
gii thch cc bt ng v gi c, c tnh ca sn phm.
- Chng minh: Giai on no din ra sau khi khch hng t v quan tm
v cc vng mc xem nh gii quyt.
- Kt thc: Ngi bn c th kho lo s dng cc tc nhn kch thch gi
cht hay cc k thut kim sot kt thc cuc bn hng khi kt thc bn
hng ngi bn phi kt thc bng mt cu tch cc lm yn lng khch
hng.
- Theo di: Giai on ny bt u ngay sau khi cuc bn hng kt thc.
Sau khi kt thc ngi bn phi tm hiu xem khch hng c hi lng khng,
theo di nhng thay i trong nhu cu ca h.
III. QUN TR LC LNG BN HNG
1. Khi nim
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Qun tr lc lng bn hng l vic phn tch, lp k hoch, thc thi v

kim tra cc hot ng ca lc lng bn hng. Bao gm thit k chin lc v
cu trc lc lng bn, tuyn dng, chn lc, hun luyn, kch thch, gim st,
nh gi nhn vin bn hng ca cng ty.
2. Vai tr:
- Qun l i ng bn hng lm tng hiu qu v nng lc ca i ng
bn hng.
- Lin kt v mt qun tr i vi th trng
3. Cu trc lc lng bn hng
a. Cu trc lc lng bn theo a l
S t chc lc lng bn hng theo a l l phng php thng xuyn
c s dng nht cho cc hnh thc bn hng c nh v di ng, mi ngi
bn ph trch mt khu vc bn hng v tu theo qui m ca t bn hng m tn
ti mt hay nhiu th bc quan h (ngi bn hng thng xuyn c gi l
trng khu vc, trng bn hng vng...). Cc doanh nghip s dng cu trc
ny thng a ra th trng hng lot cc sn phm c quan h cht ch vi
nhau v m rng qui m bn hng. Doanh nghip s phn nh trch nhim
qun l bn hng cho cc qun tr vng. Cc qun tr vin ny s phi chu
trch nhim i vi cc hot ng trong vng ca mnh v i khi cng phi
chu trch nhim i vi cc hot ng tip th khc trong vng ca mnh.
T chc theo a l
Ban quan tr ban

hang
G ban hang
vung A
G ban hang
vung A
KV 1
KV 1
VNBH
KV
VNBH
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VNBH
KV 1
VNBH
G ban hang
vung A
KV 1
VNBH
KV
VNBH
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H nh 2: Cu trc lc lng bn hng theo a l

u im
- Khng c s chng cho trong quan h vi khch hng, ch c mt ngi
quan h trc tip vi khch hng: ngi bn ph trch khu vc.
- Gii thot v mt thi gian cho gim c bn hng cp cao v giao trch
nhim bn hng cho cc trng bn hng a phng, ngi c th hiu bit
trc tip v vng khch hng ca mnh v c th ra quyt nh nhanh chng.
- Gip cho vic a cc sn phm vo th trng c kh nng bao ph th
trng tt hn v tng cng s kim sot lc lng bn hng.
Nhc im
- C cu sn phm ca doanh nghip khng c qu rng, khch hng
phn tn nu khng th kh khn chnh cho ngi bn hng v cn phi c cc
k nng cn thit.
- Chi ph qun l s c xut hin cng vi vic xy dng nhiu cp bc
qun l theo khu vc.
b. Cu trc lc lng bn theo sn phm
L hnh thc t chc lc lng bn hng ch trng n chuyn mn ha
vic bn hng theo tng sn phm. Hnh thc ny ph bin nht trong cc
doanh nghip a nhiu sn phm c mc phc tp khc nhau ra th trng
hay trong nhng cng ty sn xut
nhng tr
sn phm khng c lin quan g vi
Bancquan
ban
nhau, mi sn phm i hi phi
c hang
s chm sc c bit khc nhau v c
nhng th trng khch hng cn c nhng k
Phu
Phu
trach
trach
san
san
phm A
phm A
SVTH : H Th nh Ngc
Phu
trach
san
phm A
nng rt c bit.
Phu
trach
san
phm A
Trang 17
Kho lun tt nghip
Hnh 3: Cu trc lc lng bn hng theo sn phm
u im
- K nng bn hng c pht trin, kin thc v sn phm v khch hng

c nhn vin am hiu tt hn.
- Gip tng th trng v tng sn phm c quan tm ng mc.
Nhc im
- Tn km chi ph o to nhn vin bn hng chuyn mn ha sn phm.

- Nhiu nhn vin bn hng c th mi mc cng mt khch hng, iu
ny khng ch to ra chi ph ln m cn lm cho khch hng ln ln v giao
dch vi nhiu nhn vin trong trong cng mt doanh nghip khi khch hng
mua hai hay nhiu sn phm.
c. Cu trc lc lng bn theo khch hng
Trong trng hp cc doanh nghip a cc sn phm tng t nhau ca
mnh ti nhiu loi khch hng khc nhau th thng xy dng c cu t chc
theo khch hng, mt hnh thc c bit hu ch trong trng hp i hi cc
phng php v x l bn hng khc nhau.
Trong kiu t chc ny, mt s ngi bn nht nh ph v hoc thc hin
bn chuyn trch mt s khch hng xc nh v n cn thit mt k nng c
bit, nh l cc t chc hnh chnh, cc tp th a phng, cc trung tm mua
SVTH : H Th nh Ngc
Trang 18
Kho lun tt nghip
hng ... Ni chung l nhng khch hng c phn chia theo nhng tiu thc
nht nh. M hnh ny c p dng trong trng hp cc khch hng ca
doanh nghip c s khc bit v qui m nh khch hng s, l, t chc gia
nh. Mc s dng nhiu hay t, hng lot hay n chit. Phng thc mua
hng c th dng tin mt, chuyn khon, gi u hay tr chm.
SVTH : H Th nh Ngc
Trang 19
Kho lun tt nghip
Giam c
thng mai
Giam c
ban hang th
trng dn
c
Giam c
ban hang th
trng dn
c
Phu trach
khu vc
Giam c
ban hang th
trng dn
c
Nhn vin
ban hang
Hnh 4: Cu trc lc lng bn hng theo khch hng

u im
- Cho php cc doanh nghip hiu tt hn v nhu cu ca khch hng, mi
nhn vin bn hng c th nm bt c nhu cu cu khch hng c bit.
- Mi i din bn hng s l mt chuyn gia quan h , c s hiu bit su
sc v khch hng v tham mu cho doanh nghip c chnh sch bn hng
thch hp
- Gim chi ph v lng cho lc lng bn hng.
Nhc im
- Chi ph i li nhiu hn so vi cu trc a l.
- Khi kinh doanh c nhiu loi hng khc nhau phn tn khp nc, th s
phi gia tng s i li cho tng nhn vin bn hng ca doanh nghip dn ti
hao tn thi gian.
- To s chng cho khu vc, cc nhn vin bn hng khc nhau mi gi
cc khch hng khc nhau trn cng khu vc, s trng lp cc n lc ny gy
tn km chi ph bn hng v chi ph qun l .
SVTH : H Th nh Ngc
Trang 20
Kho lun tt nghip
d. Cu trc lc lng bn kiu hn hp

Ch mt s doanh nghip phn chia lc lng bn hng theo mt cch. a
s cc doanh nghip bn nhiu loi sn phm khc nhau cho nhiu loi khch
hng khc nhau trn a bn rng ln thng s dng kt hp nhiu cu trc
trong cc cu trc trn hnh thnh cu trc lc lng bn hng ca doanh
nghip. V d, mt doanh nghip c th s dng cu trc theo khu vc a l
kt hp vi phn chia theo c trng khch hng hay c th kt hp gia a l
v sn phm. V c bn c cu t chc hn hp l nhm n lc tn dng nhng
li im v qun l ca cc loi cu trc c kt hp nhm to nn mt cu
trc ti u.
Kt lun: Hnh thc t chc ca lc lng bn hng ph thuc phn
ln vo chin lc bn hng thch ng. Do th trng rt a dng nn cn s

dng cc t chc khc nhau nhng khu vc a l khc nhau hay vi nhng
mt hng khc nhau. Nu doanh nghip ch bn mt sn phm cho khch hng
ng nht, doanh nghip thng chn cu trc theo vng a l hoc theo
khch hng. Nu doanh nghip bn nhiu loi sn phm th hnh thc t chc
theo sn phm hoc khch hng s c thc hin thun li hn.
4. Nhng kiu lc lng bn hng
a. Lc lng bn hng ring
L kiu lc lng bn hng c hnh thnh t nhn vin bn hng ch
lm vic duy nht cho doanh nghip hay cn gi l lc lng bn hng ca
doanh nghip. Nhng nhn vin bn hng theo kiu ny l nhng ngi nhn
lng ca doanh nghip v h phi chu mt s quan h cht ch vi ngi
qun l cp trn, chu s kim tra ca cc quan h th bt c hnh thnh
trong c cu hoc cu trc lc lng bn.
SVTH : H Th nh Ngc
Trang 21
Kho lun tt nghip
Lc lng bn hng ca doanh nghip l kiu lc lng bn hng c

hnh thnh ph bin nht cc doanh nghip thng mi khi doanh nghip
quyt nh s dng ton b thi gian ca nhn vin bn hng v mong mun
thc hin kim sot cht ch i vi nhn vin bn hng. Kiu ny chia thnh
hai loi:
Lc lng bn hng bn trong ( c nh)
y l kiu lc lng bn hng m nhn vin bn hng thc hin
vic bn hng bn trong doanh nghip theo cch c nh, hu ht tp trung
mt c s, vn phng, lin h vi khch hng ch yu thng qua in thoi.
Lc lng bn hng ny c th c dng nh lc lng bn hng chnh yu
ca doanh nghip hoc l lc lng h tr cho cc lc lng bn hng hot
ng bn ngoi doanh nghip.
Vic duy tr lc lng ny i hi cc doanh nghip phi thit lp cc
im bn hng v ko theo doanh nghip khi tho nhng chnh sch
thng mi khc nhm thu ht khch hng v nhng im bn doanh
nghip thc hin cc hot ng bn hng thng qua cc nhn vin bn hng.
Lc lng bn hng bn ngoi (di ng)
L kiu lc lng bn hng m nhn vin bn hng thc hin vic
bn hng bn ngoi doanh nghip hoc khng c tr trong doanh nghip. Vic
bn hng ca nhn vin c thc hin bi s duy chuyn n ni ca khch
hng, thm d, kho st v tip xc, gp g... lc lng bn hng thng c
tri ra theo tng vng a l hay s dng theo hnh thc thng mi di ng.
Vic duy tr lc lng bn hng ny i hi doanh nghip phi t chc hnh
trnh bn hng, phn chia khu vc v t chc cc hot ng di chuyn. V cng
vic ch yu ca nhn vin bn hng l bn ngoi doanh nghip nn s to s
kh kim sot nu khng c t chc tt.
b. Lc lng bn hng u quyn
SVTH : H Th nh Ngc
Trang 22
Kho lun tt nghip
y l kiu lc lng bn hng m nhng ngi bn hng lm vic cho

nhiu cng ty (ngi i l thng mi) ch khng hon ton cho mt cng ty
no nht nh. H l nhng c nhn, hip hi hnh ng c lp, i din cho
hai hay nhiu nh sn xut hay cung ng dch v trong mt vng lnh th qui
nh, hng hoa hng i l v kinh doanh nhiu mt hng c lin quan vi
nhau v ngnh hng nhng thng khng mang tnh cnh tranh vi nhau.
c. Lc lng bn hng tng hp
Ngoi hai kiu lc lng bn hng trn doanh nghip cn c th s dng
kiu lc lng bn hng khc chim lnh th trng. Hai kiu lc lng bn
hng ni trn c th c nhn thy trong cng mt lc lng bn hng ca
doanh nghip. Doanh nghip c th s dng hn hp lc lng bn hng ca
cng ty v mng li i l xm nhp nhiu th trng khc nhau. Doanh
nghip c th s dng lc lng bn hng ring trn mt vng nht nh nu
mt khch hng ln v lc lng bn hng c u quyn trn mt s
vng khc nhau. S kt hp hi ho hai kiu lc lng bn hng l biu hin
ca vic cng khai thc tt nht nhng u im m c hai kiu mang li.
5. Tuyn dng, hun luyn nhn vin bn hng
a. Tuyn dng nhn vin bn hng
Khi nim
Tuyn chn nhn vin l mt tin trnh thu ht nhng ngi c kh nng
t nhiu ngun khc nhau n ng k, np n lm vic
Cng c t chc c huy ng v trch nhim thc hin hot ng s
khc nhau gia cc doanh nghip v ph thuc vo mt s yu t nh: quy m
lc lng bn hng, t l ngh vic ca nhn vin bn hng, c cu phng ban
v mc tp trung ca t chc. Theo quy lut chung, phng nhn s ca cng
ty him khi c trch nhim c nht cho vic tuyn dng nhn s bn hng m
SVTH : H Th nh Ngc
Trang 23
Kho lun tt nghip
thay vo h s chia s trch nhim ny vi mt vi b phn khc trong t

chc bn hng.
Cc doanh nghip ang tm kim cc ng c vin cho cc v tr bn hng
c mt s ngun tuyn dng sn c. C 2 ngun bn trong v bn ngoi u c
th c s dng. Ngun bn trong bao gm chnh cc nhn s bn hng ca
doanh nghip thin chuyn ni b cc nhn s khng thuc b phn bn hng.
Ngun bn ngoi, bao gm cc t chc gio dc, cc t chc chuyn tuyn
dng v gii thiu vic lm, lc lng bn hng ca cc cng ty cnh tranh v
khng cnh tranh, cc nhn vin ca cng ty khch hng, nhng ngi c nhu
cu tm vic lm, cc cu lc b v t chc ca nhng ngi theo ngh bn
hng v qung co.
b. Chn la nhn vin bn hng

Tin trnh chn la c th l mt cuc phng vn n gin khng chnh
thc hoc c th bao gm hng lot cc hot ng tn thi gian. Tin trnh
chn la c th bao gm nhiu giai on m mi giai on l mt cng c cho
giai on tip theo:
- S tuyn
- Np n chnh thc
- Phng vn c nhn
- Thm tra hc vn v kinh nghim
- Kim tra sc khe
- Quyt nh chn la
Cc giai on ny c th thay i, thm bt hoc thay i th t tu theo
c im v nhu cu ca mi doanh nghip.
c. Hun luyn nhn vin bn hng

C 2 mc tiu ln trong vic xy dng v thc hin chng trnh hun
luyn cho nhn vin bn hng mi thm nhp vo th trng v tng cng
hiu qu cng vic v kt qu bn hng ca cc nhn vin bn hng c mt
SVTH : H Th nh Ngc
Trang 24
Kho lun tt nghip
cch lin tc. Ngoi ra, chng trnh cn c th c mt s mc tiu c th ca

n.
Ni dung ca chng trnh hun luyn c th bao gm:
- Gii thiu v doanh nghip cng vi cc chnh sch v th tc
- Kin thc v ngnh kinh doanh ca doanh nghip, th trng, khch
hng.
- Kin thc chi tit v sn phm ca cng ty.
- S pht trin k nng v k thut bn hng thch hp.
6. nh gi v kim sot lc lng bn hng
a. Xy dng ch tiu thc hin
Cc ch tiu thc hin ng n i hi phi phn nh ng cc chnh xc
nhng g ban qun tr mong mun. C hai tiu chun nh gi:
- Tiu chun nh gi nh lng: Cc tiu chun nh gi kt qu hon

thnh bn hng khch quan o lng c v mt n lc v hiu qu tiu chun
ny c s dng nhiu nht.
- Tiu chun nh gi nh tnh: Ngoi cc yu t s lng trong vic

nh gi kt qu hon thnh bn hng cng cn phi thc hin mt s nh gi
v cht lng, yu t v nh tnh c th no nn c s dng tu thuc vo
v tr bn hng c c xem xt v trit l lm vic ca ban qun tr v ph
thuc vo lc lng bn hng c th ca cng ty.
Sau khi chn cc ch tiu c th s s dng ban qun tr s tip tc xc
nh cc ch tiu tho ng. Cc ch tiu hp l l cc ch tiu c kh nng t
c nhng i hi nhn vin phi n lc phn u v cc ch tiu phi t yu
cu.
b.
o lng kt qu hon thnh thc t

mc ti thiu cc n lc ca cng ty nhm o lng kt qu hon thnh
bn hng s bao gm:
SVTH : H Th nh Ngc
Trang 25
Kho lun tt nghip
Xc nh thng tin cn thit o lng cc kt qu hon thnh
To ra mt h thng chuyn nhng thng tin ny
Xc nh cc ngun c th ca thng tin cn thit
Xy dng phng php tp hp v x l s liu
Xy dng mt h thng bo co chnh thc trnh by cc thng tin
ny n cc i tng c lin quan mt cch thng xuyn

c. So snh kt qu t c vi cc ch tiu
So snh gia kt qu hon thnh thc t vi cc ch tiu thc hin c
tin hnh da trn ba c s chnh:
-
Phn tch doanh s bn hng
Phn tch nng sut bn hng
Phn tch kt qu hon thnh
Kt qu so snh s gip xc nh nhng hnh ng iu chnh hnh ng

no cn thit tin hnh (nu c).
7. Qun l lc lng bn hng
a. Tin lng
Cc ch tin lng cho lc lng bn hng nn bao gm nhng mc
tiu sau:
- To nhn vin mt khong thu nhp cng bng v hp l .
- Khuyn khch thng qua ch khen thng tng xng trc tip vi
kt qu thc hin.
- Thu ht v duy tr mt lc lng bn hng c nng lc v c ng
vin thc y.
Tin lng bao gm: c ba phong thc cn bn c th s dng ring l
hay kt hp vi nhau theo t l thay i. Mi phng thc tng ng vi mt
quan nim bn hng v mt nhim v giao ph cho nhn vin bn hng.
- Lng c nh: L s tin thanh ton trc tip c xc nh trc v c
nh cho cc cng vic c thc hin trong mt thi gian c th. Cch ny
SVTH : H Th nh Ngc
Trang 26
Kho lun tt nghip
thch hp khi s ng gp ca nhn vin bn hng vo kt qu bn hng cui

cng khng quan trng, vai tr ca nhn vin bn hng rt hn ch.
- Tin hoa hng: L mt t l phn trm c nh trn doanh thu do nhn
vin bn hng thc hin. Phng thc ny c nhiu u im, d tnh ton v c
tc dng ng vin nhn vin bn hng, tuy nhin phng thc ny c th sinh
ra nhiu h qu khng tt. C th, xy ra s bt cng khi iu kin v tim
nng bn hng ti mi khu vc khc nhau. Cc nhn vin bn hng chn d b
kh, khng mun lm nhng cng vic bc bo nh thu thp thng tin cho
cng ty hay phc v khch hng. Li th ca nhn vin bn hng v cng ty
khng trng khp nhau. Nhn vin bn hng c cm gic ph thuc khch hng
nhiu hn, v vy s trung thnh ca h i vi cng ty khng cao. Tng thm
t l hoa hng th d nhng mun gim xung th kh.
- Tin thng: Ngi ta thng xuyn t ch tiu cho nhn vin bn hng,
khng ch l nhng ch tiu v doanh thu m cn l mt s mc tiu khc nh
tm thm khch hng mi, bn sn phm miH c nhn th lao tu theo
mc hon thnh ch tiu. Phng thc ny cng c tnh khuyn khch nh
ch hoa hng v tin th lao ca mi ngi tu thuc vo kt qu m h t
c. u im chnh ca phng thc ny l s linh hot, tuy nhin phng
thc ny cng kh qun l.
b. ng vin
kch thch lc lng bn hng t c kt qu cao hn c th s dng
nhng cng c nh:
- T chc cc chng trnh cng nhn thnh tch: cng nhn thnh tch
ca nhn vin bn hng thng qua vic s dng cc phn thng khng phi
bng tin cho kt qu kinh doanh. Cng nhn thnh tch c th da trn nhiu
ch tiu v di nhiu hnh thc nhng iu quan trng l phi ly c lng
t trng l yu t quyt nh tho mn vi cng vic v kt qu thc hin
cng vic
SVTH : H Th nh Ngc
Trang 27
Kho lun tt nghip
- Thi ua: Mun thi ua c hiu qu nh l ng lc thc y th mi

ngi phi c c hi thng tin, nn chn cc yu t c th to nn s cng
bng gia mi ngi. Khng nn t chc thi ua qu thng xuyn v lc
thi ua khng cn thu ht c s nhit tnh ca mi ngi.
- C hi thng tin: Hu ht nhn vin bn hng tm thy s ng vin
trong nim m c c thng chc trong tng lai nu c hi thng tin c
xem nh l mt ng c thc y th ban qun tr phi gii thch r thng tin
v c hi thng tin trong khp t chc.
- Hi ngh khch hng: Trong cc cuc hi ngh nh k c th thng tin
cho khch hng bit v nhng g din ang din ra trong cng ty , y l mt
phng thc tt gip nhn vin gn b vi cng ty.
PHN II
SVTH : H Th nh Ngc
Trang 28
Kho lun tt nghip
THC TRNG CNG TC QUN TR

LC LNG BN HNG
V TNH HNH KINH DOANH CA
CNG TY TNHH DUY THANH
TRONG GIAI ON (2006-2008)
I. GII THIU V CNG TY TNHH DUY THANH

1. Qu trnh hnh thnh v pht trin:
Cng ty TNHH Duy Thanh c thnh lp vo ngy 20 thng 4 nm 2001
chuyn v kinh doanh thng mi. Cng ty ra i trong iu kin tnh hnh kinh t
ca t nc ni chung v thnh ph Nng ni ring ang trong giai on pht
trin mnh v mi mt to c hi cho cng ty ln mnh tng ngy.
Vn iu l ca cng ty l 1.000.000.000 VND. V mt php l ca cng ty:
+
Tn cng ty
: Cng ty TNHH Duy Thanh
a ch
: 132/2 Hunh Ngc Hu, Q.Thanh Kh, TP. Nng
Gim c
: Trn Th Thu Hng
in thoi
: 0511. 3722310
Fax
: 84.511. 3722310
Hin nay, cng ty c 2 kho cha hng chnh

-
Kho 1: 132/2 Hunh Ngc Hu
SVTH : H Th nh Ngc
Trang 29
Kho lun tt nghip
- Kho 2: 56 C L Hng Phong

Sau gn 8 nm ra i v pht trin cng ty c nhiu bin i. L mt cng
ty chuyn phn phi cc sn phm tiu dng ca nhiu cng ty ln v c tn tui
trn th trng. Do , trong qu trnh xy dng v pht trin cng ty ngy cng
m rng th trng ca mnh. Hin nay, cng ty c mt v tr nht nh trn th
trng Nng. Di y l qu trnh cng ty chnh thc tr thnh nh phn phi
cho cc cng ty ln:
+ Thng 4/2001 cng ty chnh thc tr thnh l nh phn phi cho tp on
Unilever Vit Nam ti th trng Nng. T ngy thnh lp cho n nay,
Unilever vn l nhm sn phm ch lc em li cho Duy Thanh nhiu li nhun
nht.
+ Thng 5/2003 Cng ty l mt trong nhng nh phn phi ln v cc sn
phm ca Kinh ti th trng Nng.
+ Thng 3/2004 Duy Thanh chnh thc nhn phn phi cho cng ty sa
Nutifood ti th trng Nng.
+ Thng 2/2006 Cng ty k hp ng chnh thc lm nh phn phi cho cng
ty Giy Si Gn
+ Thng 3/2006 Duy Thanh l nh phn phi c quyn cho cng ty giy
Vnh Tin ti th trng Nng cho n by gi.
+ Thng 1/2007 Cng ty Duy Thanh k hp ng l nh phn phi duy
nht hin nay cho cng ty Bn Ngh.
C th ni, trong qu trnh pht trin ca cng ty cng c kh nhiu im ni
bt. in hnh nh: khi mi thnh lp, cng ty c c th trng l kh nh, i
th cnh tranh nhiu. Tuy nhin cng ty vt qua nhng kh khn chung
ng vng trn th trng. Bng chng l n nm 2004 tp on Unilever c 4
nh phn phi chnh ti Nng. Nhng c nhiu yu t tc ng t nh cung
cp nh: Yu cu v kh nng v ti chnh, cc ch tiu v doanh s t c,
bao ph th trng v kh nng chim lnh th trng so vi i th cnh tranh..
v t tnh hnh kinh t chung ca ton x hi: khng hong kinh t, kh nng tiu
dng ca khch hng, cc bin ng ca th trng.i hi nh phn phi phi c
SVTH : H Th nh Ngc
Trang 30
Kho lun tt nghip
kh nng thch ng. V vy, nh phn phi no khng tim lc c v ti chnh v

nhn lc tn ti v pht trin th s theo quy lut o thi ca x hi. n thi
im thng 6/2004 c 2 nh phn phi ca Unilever ngh v sp nhp vo 2 nh
phn phi cn li, l : Duy Thanh v Minh Hong. iu ny to ra nhiu c
hi cho Duy Thanh pht trin th trng rng ln v chim c nhiu th phn
hn.
2. Chc nng ca cng ty
Cng ty TNHH Duy Thanh l mt cng ty phn phi cc sn phm tiu dng,
do , cng ty tun th theo chc nng ca mt nh phn phi.
a. i vi nh sn xut, nh cung cp
-
Bao ph th trng
C i ng bn hng chuyn nghip tip cn khch hng
Lu gi hng ho
Tip nhn v gii quyt n t hng
Nm thng tin th trng
Dch v khch hng
b. i vi khch hng
-
m bo c sn hng cung cp cho khch hng
Trng by hng ho mt cch tin li
p ng mi yu cu khc nhau v s lng
Cung cp ti chnh v tn dng
Dch v khch hng
T vn v h tr k thut
GIM C
PHNG
DOANH
3. C cu KINH
t chc
ca cng ty TNHH Duy Thanh
PHNG
K TON
a. S :
KHO
CC I BN
HNG
SVTH : H Th nh Ngc
I BH
UNILEVER
I BH
KINH
Trang 31
I BH
NUTIFOOD
I BH
GIY SG
I BH
VNH TIN
I BH
BN NGH
Kho lun tt nghip
Quan h trc truyn

Quan h chc nng
Hnh 5 :C cu t chc ca cng ty
b. Chc nng, nhim v ca tng phng

Gim c
L ngi ng u cng ty, c thm quyn cao nht, ch o trc tip ton b
hot ng kinh doanh, ban hnh cc quyt nh. ng thi l ngi i din cng
ty chu trch nhim trc php lut v B Thng mi v mi hot ng ca cng
ty. Bn cnh , gim c cn l ngi ch o iu hnh cc phng ban cc n v
trc thuc trong vic xy dng v thc hin chin lc kinh doanh thng, qu, nm
trn c s p ng nhu cu th trng, k hoch pht trin di hn ca cng ty.
Phng kinh doanh

Gip gim c lp k hoch ngn hn, di hn cho cng ty cng cc bin php
thc hin, yu cu tng ng v vt t my mc lao ng. Lp phng n nh gi
sn phm. Theo di tnh hnh thc hin k hoch bo co kp thi cho gim c
iu hnh nhm hon thnh tt k hoch, pht hin tt nhng kh khn xut bin
php khc phc kp thi phi hp vi cc phng ban khc gii quyt nhng vn
t xut pht sinh trong vic thc hin k hoch.
Phng k ton
C nhim v t chc cng tc ti chnh k ton nhm gim st phn tch hiu
qu kinh t ca cc hot ng sn xut kinh doanh trong cng ty chu trch nhim
SVTH : H Th nh Ngc
Trang 32
Kho lun tt nghip
thu chi ngn sch, xut t chc b my k ton ch k ton ph hp vi quy

nh Nh Nc v vi tnh hnh ca cng ty. Gip gim c kim sot tnh hnh ti
chnh ca cng ty c bin php qun l cc loi vn nhm phc v kp thi trong
kinh doanh, quay vng vn nhanh, theo di r sot cng n ca bn ngoi vi cng
ty v ngc li. Cung cp cc s liu cho cc phng c lin quan gip gim c
phn tch tnh hnh ca cng ty. Lp cc bo co theo ng biu mu qui nh ng
thi gian.
H thng kho
Mi trng bo qun sn phm t nh sn xut v nh phn phi a vo
kho, theo di hng nhp xut hng ngy. Ngoi ra, b phn cn gip nhn vin bn
hng giao hng ng s lng.
Cc i bn hng ca cng ty TNHH Duy Thanh
Hin nay, cng ty TNHH Duy Thanh l nh phn phi chnh thc ca su
cng ty ln c tn tui trn th trng hin nay. Mi mt nh cung cp c cc
sn phm khc nhau, do cch cho hng cng nh bn hng cng khc nhau nn
khng c g l khi ti cng ty c 6 i bn hng khc nhau v cc i bn hng ny
lm vic c lp.
i bn hng Unilever
y l i ng bn hng mang li nhiu doanh thu nht cho cho cng ty, cng
l i c s lng nhn vin bn hng nhiu nht l 16 nhn vin bn hng v 17
nhn vin giao hng. Trong , nhng nhn vin bn hng k cu giu kinh nghim
chim 2/3 cn li l nhn vin tr c thm nin bn hng t 1-3 nm.
i bn hng Kinh
Vi s lng nhn vin bn hng l 6 ngi, mi nm i bn hng Kinh
em v cho cng ty khong doanh thu cng rt cao, c bit n cc dp l nh:
Trung thu, tt,.
i bn hng Nutifood
Mc d, th phn ca sa Nutifood trn th trng khng cao bng cc hng
ni ting nh: Vinamilk, Dutch Lady, Mead Johnson, Nestle, Dumex,nhng vi
SVTH : H Th nh Ngc
Trang 33
Kho lun tt nghip
s c gng ca cng ty cng nh cc i ng bn hng hng sa Nutifood ang

tng bc khng nh mnh trn th trng v trong lng ngi tiu dng Nng.
Hin nay, i bn hng ti cng ty Duy Thanh c 4 nhn vin bn hng.
i bn hng Giy Si Gn
Giy Si Gn l mt trong nhng hng giy c ngi tiu dng tin tng
v lng hng bn ra hng nm cng kh ln. c th ca sn phm kh n gin
nn s lng nhn vin cng khng nhiu, vi 3 nhn vin bn hng, i bn hng
Giy Si Gn ti cng ty Duy Thanh ang lm vic rt chuyn nghip v t cc
mc doanh thu ng k.
i bn hng Vnh Tin
Trn th trng Nng v tiu th cc sn phm nh: tp giy, v, giy ghi
ch, giy photo, inca cng ty Vnh Tin u c cng ty Duy Thanh c
quyn cung cp. Mc d, bao ph th trng Nng nhng s lng nhn vin
ca i bn hng ca Vnh Tin ti cng ty Duy Thanh khng nhiu ch c 4 nhn
vin c phn b u. Trong tng lai, nu mun gi vng th trng ny cng ty
s phi tng s lng nhn vin bn hng m bo c th khai thc tt th trng
tim nng.
i bn hng Bn Ngh
Cng nh Vnh Tin, cng ty TNNH Duy Thanh ang lm nh phn phi c
quyn cho Bn Ngh ti th trng Nng. Cc sn phm chnh m cng ty ang
phn phi nh: vn phng phm, dng c hc tp: bt bi, bt mc, bt lng, bt
xo, dao rc giy, khay ng t liu.Hin ti, i bn hng ca Bn Ngh ti
Duy Thanh c 3 nhn vin bn hng.
II. TNH HNH S DNG NGUN LC CA CNG TY TRONG GIAI
ON (2006-2008)
1. Tnh hnh s dng c s vt cht
a. Vn phng lm vic
Hin nay, cng ty c hai vn phng chnh l: 132/2 Hunh Ngc Hu v
56C L Hng Phong vi din tch ln c tn dng lm hai kho cha hng.
SVTH : H Th nh Ngc
Trang 34
Kho lun tt nghip
Vn phng c trang b y thit b my mc hin i nh: my tnh ring cho

tng nhn vin, my photocopy, my in, my fax, tr gi ln c t ng nhm to
mi iu kin tt nht cho nhn vin lm vic.
b. Kho v phng tin vn chuyn
Vi hai h thng kho chnh cha hng ca cng ty, cng ty c i ng giao
hng chuyn nghip vi i xe ti l 10 chic phc v khch hng ti a ng lc
v ng thi gian. Bn cnh , h thng bo qun hng trong kho kh tt khng
xy ra cc trng hp ng tic i vi hng ho.
Nhn chung, c s vt cht ca cng ty tng i hin i v tt, trong tng
lai m rng din tch kho lng hng trong cng ty ngy cng nhiu hn theo
chiu pht trin ca cng ty.
2. C cu ngun lao ng
Bt k mt doanh nghip no mun tn ti v pht trin tt u phi xy dng
cho doanh nghip ca mnh mt i ng lao ng va c k nng, kinh nghim
hp tc lu di vi doanh nghip. Ti cng ty TNHH Duy Thanh cng c mt lc
lng lao ng vi nhng trnh khc nhau. Di y l bng c cu lao ng
ca cng ty trong giai on (2006-2008)
Bng 1: C cu lao ng ca cng ty
Nm 2006
S
T l
Cc tiu thc
I. Tng s lao ng
1. Lao ng nam
2. Lao ng n
II. C cu lao ng
1. Lao ng gin tip
2. Lao ng trc tip
III. Trnh lao ng
1. i hc
2. Cao ng
3. Lao ng ph thng
Nm 2007
S
T l
Nm 2008
S
T l
Lng
75
42
33
%
100
56
44
lng
80
45
35
%
100
57
43
lng
83
48
35
%
100
58
42
15
60
20
80
17
53
23
67
17
66
21
79
SVTH : H Th nh Ngc
5
10
60
7
9
11
9
11
13
12
15
12
15
80
59
74
62
74
( Ngun : Phng t chc kinh doanh )
Trang 35
Kho lun tt nghip
T bng trn ta nhn thy, tnh hnh lao ng ca cng ty c thay i v tng
dn. iu ny cho thy, tnh kinh doanh ca cng ty pht trin tt, m rng th
trng v cn nhn vin l mt minh chng. Theo , vic tuyn nhn vin bn
hng tng ln thy r hn nhn vin vn phng, nhn vin vi trnh i hc v
cao ng tng t hn s lng nhn vin trung cp v ph thng. Tuy nhin, ta nhn
thy trong xu hng khng hong kinh t chung ca ton th gii nm 2008, s
lng nhn vin ca cng ty khng tng ln ng k, ch thm ba nhn vin bn
hng m rng th trng.
Bn cnh , c cu cng ty cng phn ho r rng, s lao ng c trnh
i hc v cao ng chim t l khng cao t 3-7%, s lao ng ny lm vic ch
yu ti vn phng v qun l. Phn ln, lc lng lao ng trc tip ti cng ty, c
tui v kinh nghim lm vic ln iu ny to ra nhiu u th nhng cng c
nhiu bt li cho cng ty. Chng hn, khi tui lao ng cao, th s nhy bn
trong cng vic i hi phi di chuyn v tnh ton nhiu s gp nhiu bt li, cn
b qun l tr hn nhn vin s gp kh khn trong cng tc. Tuy nhin, khi nhn
vin cng ln tui v c gia nh n nh th lng trung thnh ca h l kh cao vi
mc thu nhp hp l. Chnh v th, trong thi gian qua, lng bn hng ch c tng
ln ch khng h gim i.
Do c th ca cng ty l phn phi hng tiu dng, nn phn ho v gii
tnh trong i ng bn hng v vn phng l khng ln. Tuy nhin, nam gii chim
t l nhiu hn l do i ng giao hng ca cng ty kh chuyn nghip v cn nhiu
lc lng lao ng nam tham gia.
3. Tnh hnh ti chnh ca cng ty trong thi gian qua (2006-2008)
i vi bt k mt doanh nghip no th ti chnh lun l vn quan trng
c t ln hng u, nhng con s th hin tnh hnh kinh doanh ca cng ty
trong mt giai on c th. Bng cn i k ton c ngha quan trng trong
cng tc qun l doanh nghip. S liu trn bng cn i k ton cho bit ton b
gi tr ti sn hin c ca doanh nghip theo c cu ti sn, ngun vn. Thng qua
bng cn i k ton c th nhn xt, nghin cu v nh gi khi qut tnh hnh
ti chnh ca doanh nghip. Trn c s , c th phn tch tnh hnh s dng
SVTH : H Th nh Ngc
Trang 36
Kho lun tt nghip
vn, kh nng huy ng ngun vn vo qu trnh sn xut kinh doanh ca doanh

nghip.
Di y l bng cn i k ton ca cng ty TNHH Duy Thanh trong 3 nm
(2006-2008) di hnh thi tin t, n c ngha rt quan trng i vi cng ty:
SVTH : H Th nh Ngc
Trang 37
Kho lun tt nghip
Bng 2: BNG CN I K TON CA CNG TY TNHH DUY THANH

Ti ngy 31 thng 12 nm 2006, 2007 v 2008
Ch tiu
M s
Nm 2006
Nm 2007
Nm 2008
TI SN
A. TI SN NGN HN
I. Tin v cc khon tng ng tin
II. Cc khon phi thu ngn hn
1. Phi thu khch hng
2. Tr trc cho ngi bn
3. Cc khon phi thu khc
III. Hng tn kho
1. Hng tn kho
IV. Ti sn ngn hn khc
1. Thu GTGT c khu tr
2. Thu v cc khon khc phi thu NN
3. Ti sn ngn hn khc
B. TI SN DI HN
I. Ti sn c nh
1. Nguyn gi
2. Gi tr hao mn lu k
II. Ti sn di hn khc
1. Phi thu di hn
2. Ti sn di hn khc
3. D phng phi thu di hn kh i
TNG TI SN
100
110
130
131
132
138
140
141
150
151
200
210
211
212
%)
Chnh lch
(%)
23,568,346,108
4,792,094,376
126.52
706,892,116
103.09
9,049,432,948
11,643,552,146
11,807,624,900
2,594,119,198
128.67
164,072,754
101.41
704,518,894
1,895,362,207
1,000,353,601
1,190,843,313
269.03
(895,008,606)
52.78
520,770,200
1,590,765,430
940,959,709
1,069,995,230
305.46
(649,805,721)
59.15
79,850,650
140,361,777
9,971,689
60,511,127
175.78
(130,390,088)
7.10
10,000,000
164,235,000
49,422,203
154,235,000
1642.35
(114,812,797)
30.09
7,564,947,474
9,148,440,990
10,578,602,434
1,583,493,516
120.93
1,430,161,444
115.63
7,564,947,474
9,148,440,990
10,578,602,434
1,583,493,516
120.93
1,430,161,444
115.63
750,460,300
174,098,649
181,765,173
(576,361,651)
23.20
7,666,524
104.40
(93,898,044)
0.00
0.00
93,898,044
53,564,049
54,045,769
53,564,049
0.00
481,720
100.90
656,562,256
120,534,600
127,719,404
(536,027,656)
18.36
7,184,804
105.96
1,712,917,724
2,727,714,746
2,967,870,389
1,014,797,022
159.24
240,155,643
108.80
1,284,279,900
2,703,573,048
1,857,870,389
1,419,293,148
210.51
(845,702,659)
68.72
1,865,740,500
(581,460,600)
3,460,240,000
(756,666,952)
2,811,347,757
(953,477,368)
1,594,499,500
185.46
(648,892,243)
81.25
(175,206,352)
130.13
(196,810,416)
126.01
24,141,698
1,110,000,000
24,141,698
0.00
1,085,858,302
4597.85
1,110,000,000
0.00
1,110,000,000
0.00
24,141,698
0.00
(24,141,698)
0.00
0.00
0.00
3,608,916,220
133.53
404,228,397
102.81
241
248
24,141,698
249
SVTH : H Th nh Ngc
Chnh lch
22,861,453,992
240
250
Nm 2008/2007
18,069,359,616
152
158
Nm 2007/20006
10,762,350,672
14,371,266,892
14,775,495,289
Trang 38
Kho lun tt nghip
NGUN VN
A. N PHI TR
I. N ngn hn
1. Vay ngn hn
2. Phi tr cho ngi bn
3. Ngi mua tr tin trc
4. Thu v cc khon phi np NN
5. Phi tr cho ngi lao ng
6. Chi ph phi
7. Cc khon phi tr ngn hn
II.N di hn
1. Vay v n di hn
B. VN CH S HU
I. Vn ch s hu
1. Vn u t ch s hu
2. Li nhun sau thu cha phn phi
TNG NGUN VN
300
310
311
312
9,375,898,092
14,371,266,892
12,978,533,489
4,995,368,800
153.28
(1,392,733,403)
90.31
9,115,898,092
12,567,694,513
12,978,533,489
3,451,796,421
137.87
410,838,976
103.27
7,850,154,000
9,379,638,614
10,607,441,412
1,529,484,614
119.48
1,227,802,798
113.09
1,137,546,200
2,675,943,500
1,506,552,186
1,538,397,300
235.24
(1,169,391,314)
56.30
78,731,347
506,911,070
78,731,347
0.00
428,179,723
643.85
29,835,144
25,143,255
0.00
29,835,144
0.00
372,964,000
206,648,200
372,964,000
0.00
(166,315,800)
55.41
35,470,380
121,145,477
(117,870,767)
23.13
85,675,097
341.54
24,946,672
24,946,672
0.00
(24,946,672)
0.00
260,000,000
90,000,000
(170,000,000)
34.62
(90,000,000)
0.00
260,000,000
90,000,000
(170,000,000)
34.62
(90,000,000)
0.00
1,386,452,580
1,713,572,379
1,796,961,800
327,119,799
123.59
83,389,421
104.87
1,386,452,580
1,713,572,379
1,796,961,800
327,119,799
123.59
83,389,421
104.87
1,500,000,000
1,500,000,000
1,500,000,000
100.00
100.00
(113,547,420)
213,572,379
296,961,800
327,119,799
(188.09)
83,389,421
139.05
10,762,350,672
14,371,266,892
14,775,495,289
3,608,916,220
133.53
404,228,397
102.81
313
314
(25,143,255)
315
316
153,341,147
318
320
321
400
410
411
417
440
( Ngun : Phng k ton)
SVTH : H Th nh Ngc
Trang 39
Kha lun tt nghip
a. Phn tch tnh bin ng ca ti sn v ngun vn ca cng ty TNHH Duy

Thanh trong giai on (2006-2008)
Thng qua bng cn i ti sn v ngun vn trong 3 nm, ta nhn thy tng
ti sn v ngun vn nm 2007 tng kh nhiu so vi 2006 vi t l 33,53%. Tuy
nhin, nm 2008 cng tng nhng khng ng k con s ch c 2,8%.
Nm 2007 so vi nm 2006
Nm 2007 tng ti sn v ngun vn tng nhiu so vi 2006 l do ti sn di

hn tng ng k chim 59.24 %. Ti sn c nh tng s to lm tng kh nng
sinh li ca cc loi ti sn c nh v cc loi ti sn khc. Tuy nhin, tn kho
tng ln qua cc nm c th l tng 1,583,493,516 VN chim 20.93% tnh trng
tn kho cao l khng tt v chim hu nhiu vn ca cng ty. Bn tng ngun vn,
n phi tr ca cng ty tng ln c th l tng 3,451,796,421 VN chim 37.87%
cc khon n tng ch yu l n ngn hn. iu ny khin cho cng ty khng c
ngun vn u t cho cc hot ng khc.
Nm 2008 so vi 2007
Tng ti sn v ngun vn ca cng ty trong nm 2008 khng c thay i

nhiu, con s tng ln rt nh chim 2,81%. c bit nm 2008 cc khon n ngn
hn gim ng k 6451983225 VN vi t l gim 0,6% cc khon n v chun
b u t vo cc khon khc.
b.Phn tch tnh hnh ti chnh thng qua cc thng s ti chnh ca cng ty
TNHH Duy Thanh
Phn tch cc thng s ti chnh nhn nhn r hn v tnh hnh thanh ton
v nh gi tnh hp l v s bin ng cc khon phi thu v phi tr s bin
ng ca ti sn, ngun vn cng nh li nhun ca cng ty. T , gip nh
qun l c nhng nhn nh chnh xc hn v thc trng ti chnh ca doanh
nghip tm ra nhng nguyn nhn ca mi s ngng tr, kh ng cc khon
thanh ton hoc c th khai thc c kh nng tim tng gip doanh nghip lm
ch tnh hnh ti chnh, n c mt ngha c bit quan trng i vi s tn ti
v pht trin ca doanh nghip.
SVTH : H Th nh Ngc
Trang 40
Kha lun tt nghip
Bng 3: Bng thng s ti chnh ca cng ty

Cc thng s
Nm 2006
1.Kh nng thanh ton hin thi
1.98
2.Kh nng thanh ton nhanh
1.15
3.K thu tin bnh qun
6.57
4.Vng quay ti sn
3.59
5.Vng quay phi thu khch hng
54.83
6.N trn tng ti sn(%)
0.87
7. N trn vn ch s hu(%)
6.76
8.Thng s n di hn
0.16
9.Li nhun trn ti sn ROA(%)
(0.02)
10.Li nhun trn vn ch s hu
ROE(%)
(0.17)
Kh nng thanh ton
Nm 2007
1.82
1.09
11.49
4.13
31.34
1.00
8.39
0.05
0.03
Nm 2008
1.82
1.00
5.83
4.18
61.75
0.88
7.22
0.88
0.01
0.22
0.04
2
1.5
1
Kh nng thanh
ton hin thi
0.5
Kh nng thanh
ton nhanh
2006
2007
2008
Hnh 6 : Kh nng thanh ton ca cng ty trong giai on (2006-2008)

Thng qua biu ta thy, kh nng thanh ton ca cng ty u gim qua ba
nm. Kh nng thanh ton hin thi ch r kh nng ca cng ty trong vic p ng
cc khon n n hn. Thng s ny nhn mnh n kh nng chuyn ho thnh
tin mt ca cc ti sn lu ng trong s tng quan vi cc khon n ngn hn.
Mc d, kh nng thanh ton hin thi gim khng nhiu v khng thay i trong 2
nm 2007 v 2008. Kt hp vi bng phn tch khi v bng cn i k ton ta thy
tc tng ca n ngn hn gn ging nh tc tng ti sn lu ng, iu ny
cng l mt trong nhng nguyn nhn lm cho thng s kh nng thanh ton hin
thi ca cng ty khng ln. Thng thng, kh nng thanh ton hin thi cng
gim to ra mt cm gic l kh nng tr n khng cao nhng thng s ny ch
SVTH : H Th nh Ngc
Trang 41
Kha lun tt nghip
c xem nh mt cng c o lng th v n khng tnh n kh nng chuyn

nhng ca tng ti sn trong nhm ti sn lu ng.
i vi kh nng thanh ton nhanh cho ta bit, mc d n gim nhng cng c
kh nng thanh ton n ngn hn v c th chuyn i thnh tin mt.
K thu tin bnh qun v vng quay phi thu khch hng
70
60
50
K thu tin bnh

qun
40
30
Vng quay phi

thu KH
20
10
0
2006
2007
2008
Hnh 7: K thu tin bnh qun v vng quay phi thu khch hng
ca cng ty trong giai on (2006-2008)
K thu tin bnh qun l khong thi gian bnh qun m phi thu khch hng
ca cng ty c th chuyn ho thnh tin. Trong 3 nm qua, th nm 2007 c k thu
tin bnh qun cao nht iu ny khng tt v nh th kh nng thu hi vn khng
cao, do trong nm 2008 gim xung t 12 ngy xung cn 6 ngy iu ny s
to cho cng ty kh nng chuyn ho thnh tin cao.
Vng quay phi thu khch hng l rt ln iu ny chng t cng ty c chnh
sch thu hi vn tt
Vng quay ti sn
Thng s vng quay ti sn cho bit hiu qu tng i ca cng ty trong vic
s dng tng ti sn to ra doanh thu. Trong bng thng s th vng quay ti sn
u tng trong 3 nm mc d nm 2008 tng khng nhiu. iu ny chng t
gii quyt c tn kho v khon phi thu, iu ny cn pht huy trong tng lai.
Thng s n trn vn ch s hu
Thng s ny c dng nh gi mc s dng vn vay ca cng ty.

Vo nm 2008 thng s ny ca cng ty ang nm mc 7,22 v y l con s cao
nht trong 3 nm. T l ny cho bit cc ch n cung cp hn 7,2 ng ti tr so
SVTH : H Th nh Ngc
Trang 42
Kha lun tt nghip
vi mi ng vn m c ng cung cp hay ni cch khc, mt ng vn ch ang

m bo cho hn 1 ng vn vay. Thng thng th cc ch n mun thng s ny
thp v t l ny cng thp th mc ti tr ca c ng cng cao v nh vy th cc
ch n an ton hn. Qua 3 nm, thng s ny c xu hng tng dn, y l mt du
hiu khng tt bi l c t ng vn vay c ti tr cho 1 ng vn ch v nh
th s khin cho cc ch n cm thy khng an ton v cng ty s khng thu ht
c nhiu ngun ti tr trong tng lai.
Thng s n trn ti sn
Thng s ny cho bit tng ti sn c ti tr bng vn vay nh th no.

Cn c vo thng tin trn bng phn tch thng s ta thy, qua 3 nm thng s ny
c bin ng mnh. Hin nay con s ny ca cng ty ang nm mc 0,88%. iu
ny c ngha l cng ty ang c 88% ti sn ang c ti tr bng vn vay v cn
li 12% ti sn c ti tr bng vn ch. Nh phn tch trn n ca cng ty
c xu hng tng qua cc nm v hin ti cho thy t l n vn cn mc cao.
Bng chng l c nhiu ti sn c ti tr bng vn vay. Thc t ny cho thy
cng ty ang phi i u vi ri ro ti chnh rt ln. V pha ch n th ngi ta
cng cm thy t an tm hn v nu cng ty hot ng khng hiu qu th h s b
mt i phn vn cho vay ca mnh.
Kh nng sinh li trn vn u t

0.3
0.2
0.1
0
-0.1
2006
2007
2008
ROE
ROA
-0.2
-0.3
Hnh 8: Kh nng sinh li trn vn u t ca cng ty trong

giai on (2006-2008)
Thu nhp trn tng ti sn (ROA)
Thng s ny c s bin ng ln xung gia cc nm (2006 2008). C s
tng ln r rt t nm 2006 n nm 2007 nhng li gim st trong nm 2008. iu
ny c gii thch l do ti sn tng v li nhun ca cng ty li rt thp. Mc
SVTH : H Th nh Ngc
Trang 43
Kha lun tt nghip
chnh lch tng ti sn 2007/ 2006 tng 33,5% nhng n nm 2008 con s ny l
gim xung ch cn 2,81 . Trong khi li nhun rng th tng mnh, li nhun
sau thu nm 2007/2006 tng 65% nhng chnh lch li nhun sau thu gia
2008/2007 gim 80% khng t c li nhun m cng ty mong mun .
Thu nhp trn vn ch s hu (ROE)
y l thng s quan trng i vi ch doanh nghip, n cho thy kh nng
sinh li trn vn u t ca h trong cng ty. Trong 3 nm qua, thng s ny c s
bin ng mnh, nu nm 2006 t l ny m (0,17) th n 2007 tng ln 0,22
ng k. Bi v t nm 2006 n 2007 li nhun sau thu tng 65 % nhng gim
xung cn 80% mc chnh lch gia 2008/2007 v vn ch s hu chnh lch
23,5% v con s ny gim cn 4,8 % trong nm 2008. Hin nay, con s ny
ang duy tr mc 0,04 l qu thp trong nm 2008. Thng s ny qu thp chng
t li nhun m ch doanh nghip kim c ngy cng t.
Qua phn phn tch ti chnh ca cng ty, ta nhn thy tnh hnh kinh doanh
ca cng ty TNHH Duy Thanh trong thi gian va qua khng c nhiu li nhun,
cha c nhiu c hi u t pht trin cho cc lnh vc khc do ngun vn cn
hn hp. Hiu qu kinh doanh khng t c nhiu yu t tc ng, trong cng
tc bn hng v qun l i ng bn hng chim mt phn quan trng. Do ,
khc phc tnh hnh kinh doanh trong thi gian ti cn c nhng k hoch c th
ci thin tnh trng chung cho ton cng ty
III. MI TRNG MARKETING NH HNG N HOT NG KINH
DOANH CA CNG TY TNNH DUY THANH TRONG GIAI ON
(2006-2008)
1. Mi trng v m
a. Mi trng kinh t
Kinh t Vit Nam trong giai on (2006- 2008) c nhiu bin ng mnh m.
Nm 2006, l nm nh du mt bc ngot quan trng trong s pht trin chung
ca nn kinh t ni ring v ca c t nc Vit Nam ni chung l s gia nhp
WTO. M ra mt hng i mi vi nhng c hi v thch thc cho Vit Nam cng
nh cc doanh nghip trong nc. Nn kinh t t tc tng trng kh cao, vi
SVTH : H Th nh Ngc
Trang 44
Kha lun tt nghip
mc tng trng GDP trung bnh l 7,8%/nm, cao hn giai on 2001 - 2005. V
c cu kinh t, gim dn t trng ca khu vc kinh t nh nc, kinh t tp th,
tng dn t trng ng gp ca khu vc ngoi Nh nc trong GDP... Tuy vy, thi
gian gn y, nn kinh t phi i mt vi tnh trng lm pht, gi c tng cao, th
trng chng khon thiu n nh, chuyn dch c cu hng xut khu chm, tnh
trng nhp siu ln, tng trng cha bn vng. Nhng vn ny nh hng
chung n tt c cc doanh nghip ca Vit Nam v thnh ph Nng ni ring.
Mc d nm 2008 l nm c ch s lm pht cao nht, nh hng trc tip n
kh nng tiu dng ca khch hng. Tc tiu dng cui cng ca khch hng
gim u qua 2 nm khu vc nh nc v h gia nh theo bng sau:
Bng 4: Tc tiu dng cui cng ca ngi tiu dng trong hai nm
(2007- 2008)
VT: %
Tc tiu dng cui cng
Khu vc nh nc
khu vc h gia nh
Nm 2007
8,9
10,7
Nm 2008
7,5
8
(Ngun: Tng cc thng k)

Ngi tiu dng c xu hng tit kim do mc thu nhp khng cao v n
nh nh lc trc. Tuy nhin, so vi cc mt hng khc th cc mt hng m cng
ty ang kinh doanh l cc sn phm tiu dng thit yu hng ngy ca mi gia nh
khng th tit kim qu mc nh: du gi u, sa tm, bt git, giy v sinh, giy
hc tp, bt..cc sn phm ny c mc gi thp v tiu dng nhanh nn mc nh
hng cng khng nng n so vi cc ngnh hng khc. Vi cc sn phm c
tn tui v c ch ng trong lng khch hng nh: OMO, P/S, Kinh , Bn
Ngh mc doanh thu v li nhun m cng ty hon thnh khng t ch tiu m
nh cung cp a ra, nhng l do tnh hnh chung ca ton th gii. Tuy nhin,
trong tng lai th trng tiu dng ang nng ln li, ngi tiu dng s dng
nhng sn phm c cht lng, uy tn
Th trng hng tiu dng l mt th trng rng ln, c bit khi nc ta gia
nhp WTO th c nhiu sn phm cng nh cc cng ty nc ngoi vo th trng
SVTH : H Th nh Ngc
Trang 45
Kha lun tt nghip
Vit Nam, ngi tiu dng c nhiu s la chn, cc doanh nghip trong nc ni
chung v ca min trung ni ring gp kh nhiu thch thc gi th phn cng
nh pht trin trin th trng ra bn ngoi t nc.
b. Mi trng chnh tr v php lut
Doanh nghip l mt t bo ca nn kinh t. Mi quyt nh ca doanh nghip
u chu nh hng mnh m bi cc yu t ca mi trng chnh tr php lut.
Trong nhng nm qua, nn chnh tr Vit Nam tng i n nh to nn tng cho
cc doanh nghip yn tm tham gia vo qu trnh sn xut, kinh doanh v hot
ng c hiu qu.
Trong thi im tnh hnh an ninh chnh tr ang rt cng thng trn trng
quc t vi cc v khng b gia cc sc tc, cc cuc biu tnh i bnh quyn,
yu cu sa i lut php, chin tranh gia cc nc,... th Vit Nam li l mt
trong s t cc nc c c s bnh n v an ninh chnh tr v an ton x hi. y
c xem l iu kin thun li cho hot ng kinh doanh ca ngnh ni chung v
hot ng kinh doanh ca cng ty ni ring.
V hot ng i ngoi, Nh nc ta thc hin chnh sch i ngoi v hi
nhp kinh t quc t ngy cng m rng v nng cao. n nay, Vit Nam c
quan h thng mi vi hn 220 quc gia, tch cc tham gia su rng vo cc nh
ch quc t nh: ASEAN, APEC, WTO
p ng nhu cu hi nhp kinh t quc t, Vit Nam n lc hon thin
h thng php lut, chnh sch. Trong thi gian qua, Quc hi xem xt v thng
qua nhiu o lut quan trng, trong c Lut u t trong nc v nc ngoi,
lut s hu tr tu,.gp phn lm lnh mnh ho mi trng php lut trong
nc, to iu kin cnh tranh bnh ng gia cc doanh nghip. Cng nh, to ra
mi trng thng thong v thun li, to iu kin cho cng ty m rng cc hot
ng ca mnh, nng cao cht lng dch v v sn phm nhm phc v cho ngi
tiu dng ngy cng tt hn, gp phn vo s tng trng ca t nc.
c. Mi trng khoa hc k thut
Ngy nay, cng ngh th gii ngy cng thay i nhanh chng. H s thay i
cng ngh trn th gii hin nay l hn 10%. Vic p dng nhng thnh tu khoa
hc k thut l mt quy lut tt yu, gip doanh nghip chi ph cng nh nng cao
SVTH : H Th nh Ngc
Trang 46
Kha lun tt nghip
cht lng phc v khch hng. Cch y vi nm doanh nghip phi giao hng
cho khch hng bng xe my v nh qun l kim tra cng vic ca nhn vin bn
hng bng cc ho n ghi tay np v cng ty cui ngy. Ngy nay, vic p dng
khoa hc k thut tit kim c cho doanh nghip mt khong thi gian v chi
ph kh ln. Hin nay, cc i xe ti ln giao hng kp tin , gi uy tn khch
hng, tit kim cc khon v xng, nhn vin i vi nhn vin bn hng c
s dng my Palm, mt loi my b m nhn vin c th ly n hng v kim
tra tn kho m bo lng hng cho khch tit kim c thi gian ghi chp v
kim tra tn kho ti cng ty. Mt khc, loi sn phm ny c th gip nh qun l
kim tra cng vic cng nh tin lm vic ca nhn vin bn hng mt cch trc
tip.
C th ni s vn dng nhng thnh tu ca khoa hc cng ngh gip cho
doanh nghip t hiu qu tt, ng thi theo kp vi s pht trin chung ca c
nc
d. Mi trng vn ho x hi
Mt hng tiu dng nhanh l nhm sn phm thit yu i vi mi gia nh
Vit Nam. Ngy nay, nhn thc ca ngi tiu dng v cht lng cng nh uy tn
ca sn phm c nng cao, vi thu nhp ngy cng cao h mun s dng nhng
sn phm cht lng m bo nhu cu sc kho ca gia nh h. Do , s thch
thc i vi cc doanh nghip l xy dng lng tin v duy tr lng trung thnh ca
khch hng l v cng to ln.
SVTH : H Th nh Ngc
Trang 47
Kha lun tt nghip
e. Mi trng dn s:
900,000
798,937
823,000
814,551
800,000
700,000
518,507
600,000
525,400
537000
500,000
400,000
300,000
200,000
100,000
0
2006
2007
Dn s
2008
Lao ng
(Ngun: Cc Thng k TP Nng)
Hnh 9: Dn s v Lao ng Nng 2006-2008

Dn s trung bnh ca Vit Nam nm 2008 c tnh 86,16 triu ngi, bao
gm nam 42,35 triu ngi, chim 49,1% tng dn s; n 43,81 triu ngi, chim
50,9%. Trong , thnh ph Nng c hn 820 nghn ngi, trong s ngi
trong tui lao ng chim hn 65%. y l nhng ngi chi tiu chnh trong gia
nh, do quyt nh ca h l rt quan trng.
Tuy nhin, do tnh hnh chung ca th gii, gi c hng ho tiu dng tng cao
nh hng nhiu n i sng ca i b phn dn c. c bit l nhng ngi
c thu nhp thp, vic chi tr lng cng nh cc chnh sch i ng cho ngi lao
ng cha tho ng, ch c mt b phn dn c n nh i sng, chnh lch v
mc sng cn cao. Do , i hi doanh nghip phi c nhng chin lc kinh
doanh hp l phc v ti a nhu cu ca ngi dn.
D dng nhn thy rng, cc sn phm ca cng ty u c quan h thun chiu
vi cc ch tiu v dn s v s h gia nh trong x hi. Do , cc ch tiu ny
tng ln th xu hng tiu dng cc sn phm thuc nhm hng thit yu, hng may
mc, cc vt dng trong gia nh cng theo chiu hng m tng ln tng ng.
SVTH : H Th nh Ngc
Trang 48
Kha lun tt nghip
Nhn chung, theo xu hng pht trin kinh t ca nm 2009, th s bnh n gi

gia tng kh nng chi tiu ca ngi dn l rt ln nn cng ty cng c nhiu c hi
m rng th trng.
f. Mi trng t nhin
C th ni trong nhng nm tr li y, vn bo v mi trng c t ln
hng u i vi tng quc gia. Hin nay, n khng ch tr thnh ngha v ca mi
t nc m tr thnh trch nhim ca mi doanh nghip, mi cng dn sng
trn tri t ny.
Ti nguyn thin nhin l ngun cung cp v gi ca bt k mt doanh nghip
no. c bit, i vi mt hng tiu dng nguyn vt liu ly t thin nhin l rt
ln do vic xy dng thc bo v thin nhin v mi trng cng nh cch
khai thc hp l cc ngun ti nguyn thin nhin l rt quan trng, n nh hng
n s tn ti ca doanh nghip.
2. Mi trng vi m
a. Doanh nghip
Doanh nghip cng l mt nhn t ca mi trng vi m, chu s tc ng
ca cc nhn t thuc mi trng v m v cc nhn t khc thuc mi trng vi
m, bn cnh , nhng vn ni ti trong cng ty cng c tc ng khng nh
nh hot ng kinh doanh, qun l nhn lc, tnh hnh ti chnh
i vi mi doanh nghip s h tr gia cc phng ban trong cng ty l rt
quan trng. Phng k ton, ti chnh lun quan tm n vn ngun vn, s sch
chi tiu hng ngy v h tr cc vn ti chnh cho cc phng ban hot ng tt.
Phng kinh doanh phi nm r cc chng trnh bn hng, khuyn mi m nh
cung cp gi v kp thng bo cho nhn vin bn hng lm vic t kt qu cao
hn. B phn kho v vn chuyn lun phi m bo vic giao hng ng s lng,
ng thi gian p ng ti a nhu cu ca khch hng
b. Khch hng
Doanh nghip khng th tn ti nu khng c khch hng. Do , doanh
nghip phi ly khch hng lm gc, ly s tho mn nhu cu ca khch hng lm
mc tiu kinh doanh ca mnh. Khch hng l nhn t quyt nh n s tn ti v
pht trin ca cng ty, v th cng ty lun coi khch hng l trung tm v mi hot
SVTH : H Th nh Ngc
Trang 49
Kha lun tt nghip
ng ca cng ty u phi hng vo vic tho mn ti a nhu cu, c mun ca

khch hng.
Cng ty TNHH Duy Thanh l mt n v kinh doanh thng mi chuyn phn
phi cc sn phm tiu dng, do i tng khch hng ca cng ty l nhng
nhm khch hng mua i bn li. Tuy nhin, i tng khch hng ny cng kh
a dng. c im chung ca loi khch hng ny l ly hng t nh phn phi v
bn li trc tip cho ngi tiu dng.
Nhm khch hng ny c th l nhng nh bn bun s hay gi l i l hoc
nhng quy tp ho l, n c nhng tim bn cc nh trong hm. H c th ly
hng vi s lng ln hoc nh vi nhng u i km theo. i vi khch hng
thuc nhm ny, iu m h quan tm nht l cch thc kinh doanh nhm em li
li nhun cao. Do h rt quan tm n chnh sch chit khu ca cng ty,
phng thc thanh ton, nhng h tr cho i l t pha cng ty... Trn c s ny,
cng ty cn ra cc chnh sch h tr c bit cho nhm khch hng ny vi cc
dch v c th l trang tr ca hng gip i l, t chc cc chng trnh pht
thng nhm khuyn khch vic bn hng t i l, nghin cu chnh sch chit
khu hp l ph hp vi mong mun ca h.
c. i th cnh tranh
Vi tnh hnh kinh doanh hin nay ca cng ty th cc i th cnh tranh ca
cng ty chnh l nhng nh phn phi cc sn phm cnh tranh vi cc sn
phm m cng ty ang phn phi v cc siu th ln ti trn th trng Nng.
Nh chng ta bit cc mt hng cng nh nhng nh cung cp m Duy
Thanh ang nhn lm nh phn phi th i th cnh tranh ca Duy Thanh chnh l
cc nh phn phi cc sn phm cnh tranh vi nhng nh cung cp ca cng ty.
Do , theo mi sn phm s c mt i th cnh tranh ring, khng c mt nh
phn phi c th no l i th cnh tranh ca cng ty Duy Thanh:
- i th cnh tranh ca cng ty Unilever l:
+ P&G : Nh phn phi Phng ng
+ Nivea: Nh phn phi 3A
+ Tp on ha m phm ICP: Nh phn phi Hng Phc
+ Bt git V dn, nc ra chn lemon: nh phn phi Li T
SVTH : H Th nh Ngc
Trang 50
Kha lun tt nghip
- i th cnh tranh ca cng ty Kinh :

+ Nh phn phi Phm Nguyn
- i th cnh tranh ca cng ty Nutifood
+ Vinamilk: Nh phn phi: Phc Thnh, M cc
+ C gi H Lan: Nh phn phi Hu Phc
- i th cnh trnh tranh ca Giy Si Gn:
+ Cng ty giy An An : Nh phn phi Hu Phc
Ngoi nhng nh phn phi ra, th mt trong nhng i th cnh tranh ln ca
cng ty chnh l cc siu th ln nh: Metro, BigC, Intimexdo xu hng tiu
dng ca khch hng hin nay l mua sm ti cc siu th va thun tin va c cc
chng trnh khuyn mi ln. Do , khin cho khch hng ca cng ty cng gp
kh khn trong vn tiu th nn nh hng chung n mc doanh thu t c
ca i bn hng ni ring v ca cng ty ni chung.
Th trng hng tiu dng l mt th trng nhy cm, khi cc i th trong
ngnh u l nhng cng ty c tn tui v c mt v tr nht nh trong lng ngi
tiu dng. Vi t th cng ty, nn i th cnh tranh l rt nhiu, c th ng
vng trn th trng Nng ang ngy cng pht trin v s cnh tranh cng kh
gay gt th cng ty lun c nhng chin lc kinh doanh khc nhau mi mt
hng m cng ty phn phi c th cnh tranh.
d. Nh cung cp
Nh phn gii thiu trn, Duy Thanh l nh phn phi cho nhiu cng ty c
tn tui v v tr nht nh trn th trng hin nay nh: Tp on Unilever, cng ty
Kinh , Bn Ngh, Vnh Tin... Vic cung ng hng ho y v kp thi t cc
nh sn xut n nh phn phi l rt quan trng, khng nn xy ra tnh trng st
hng s gy tr ngi cho nh phn phi. Bn cnh , vic dnh nhiu u i cho
nh phn phi t vic chit khu hu hng n dnh nhiu chng trnh khuyn
mi cho khch hng, to iu kin cho doanh nghip c kh nng cnh tranh vi
cc i th trn th trng y bin ng nh hin nay, cng nh to ng lc thc
y doanh nghip pht trin bn vng hn v mi quan h gia hai bn ngy cng
tt p.
SVTH : H Th nh Ngc
Trang 51
Kha lun tt nghip
IV. TNH HNH KINH DOANH CA CNG TY TNHH DUY THANH

TRONG GIAI ON (2006-2008)
1. Hot ng marketing ca cng ty TNHH Duy Thanh
a. Chnh sch sn phm
Cc sn phm kinh doanh ch lc ca cng ty l:
- Nhm sn phm ch lc ca cng ty l nhm hng tiu dng: du gi, du
x, sa tm, bt git, x phng, nc ra chn, kem nh rng, m phm, ht nm,
nc mm, nc gii kht
- Cc sn phm bnh ko ca Kinh
- Cc sn phm ca hng sa Nutifood
- Ngoi ra, cng ty cn c cc sn phm v giy ca cng ty Vnh Tin, Si
Gn, vn phng phm Bn Ngh.
Mc d, cc mt hng kinh doanh ca cng ty kh a dng, tuy nhin khng v
th m cng ty khng c nhng n lc xy dng hnh nh cho tng sn phm.
Cng tc qung b v nh v sn phm trong tm tr ngi tiu dng c
nhng nh sn xut thc hin. Nhim v ca cc nh phn phi ni chung v ca
cng ty ni ring, l mang sn phm n tay khch hng ng lc, ng ni, ng
thi im, to cho khch hng s uy tn v m bo vi h rng l sn phm
ng hng, ng cht lng.
b. Chnh sch gi
Do c th kinh doanh ca cng ty, nn chnh sch gi ca cng ty i vi
mi sn phm u khc nhau khng c mt mc gi chung no cho cc sn phm.
Gi sn phm c nh cung cp nh sn, nh phn phi c hng hoa hng
trn gi . Tuy nhin, khng phi v th m cng ty khng dnh nhng u i cho
khch hng.
Mc d gi sn phm tiu dng cui cng c nh cung cp nh sn trn sn
phm, nhng khch hng ca cng ty s c hng mc chit khu gi hp l v
cao nht t cng ty. Tc l, ngoi nhng u i m nh cung cp dnh cho khch
hng ca cng ty, th nh phn phi s trch mc hoa hng m nh cung cp dnh
cho mnh v b p cho nhng khch hng bn nhng ngnh hng kh tiu th nht
SVTH : H Th nh Ngc
Trang 52
Kha lun tt nghip
h c c li nhun cao nht c th cng nh to c nim tin vo khch

hng.
c. Chnh sch phn phi
Trong mt mi trng kinh doanh lun cnh tranh mnh m trn th trng
nh hin nay. gi vng th phn, m rng th trng v nng cao hiu qu kinh
doanh th cng ty phi pht trin mng li bn hng vng chc, mt mng li
phn phi rng khp v hiu qu l iu cn thit cho tt c cc cng ty. pht
trin mng li bn hng rng khp v chuyn nghip hin ti cng ty ang p
dng knh phn phi sau:
Cng
ty
TNHH
Duy
Thanh
(1)
( 2)
Bn s
Bn l
Ngi tiu
dng
Bn l
Ngi tiu
dng
(1): Knh cp 1
(2): Knh cp 2
Hnh 10: Knh phn phi ca cng ty trong giai on (2006-2008)
Vi s pht trin chung ca nn kinh t, nhu cu tiu dng ngy cng tng ln,
do s ra i ca cc ca hng, tp ho cng t l thun theo. Chnh v th, m
knh phn phi ca cng ty cng m rng hn so vi nhng ngy u thnh lp.
thc hin tt nhim v ca mt nh phn phi, cng ty v ang c gng a
sn phm ca nhng nh cung cp n ng tay ngi tiu dng theo nhng con
ng ngn nht vi chi ph thp nht v li nhun cao nht.
Knh phn phi cp 1, cng ty mong mun c th tn dng c tt c nhng
ca hng c mt trn th trng hin nay t ca hng ngoi mt ng n cc
sp tp ho nh trong tn nhng con hm. Vi mc ch khng b st mt i
tng khch hng tim nng v hin nay ang c gng m rng v to tnh chuyn
nghip cho cc nhn vin bn hng trong knh phn phi ny.
SVTH : H Th nh Ngc
Trang 53
Kha lun tt nghip
Vi knh phn phi cp 2, y l knh phn phi truyn thng m cng

khai thc cng nh l knh ch lc ca cng ty. u th, cc i l bn s l nhng
khch hng mang li doanh thu cao nht cho cng ty chnh v th nhng u i
dnh cho i tng khch hng ny rt ln. Bn cnh , knh phn ny s tit
kim cho cng ty cng tc giao hng, do s lng hng m h ly lun ln nn vic
vn chuyn thun li v tn t thi gian.
d. Chng trnh khuych trng c ng
Cc sn phm m cng ty ang phn phi l nhng sn phm c tn tui trn
th trng v c ch ng trong lng ngi tiu dng. Tuy nhin, khng phi v th
m cc hot ng qung co ca n gim i, m ngc li rt c quan tm nhng
cng tc ny c cc nh sn xut thc hin kh tt. Nhim v ca cng ty l
qung co, gii thiu cng nh cung cp cho khch hng nhng thng tin mi nht
v sn phm mt cch nhanh nht v hiu qu nht, cng nh h tr t nh cung
cp trong cc chng trnh qung co trn cc phng tin thng tin i chng v
cung cp sn phm mu, h tr cc ca hng trng by v cung cp lng hng cn
thit, v ng nhu cu ca khch hng
Nhm h tr cng tc xc tin bn c thun li cng nh gip nhn vin
bn hng t c doanh s cao cng ty s phi hp vi nh cung cp a ra cc
chng trnh khuyn mi, gim gi, chit khu.nhm khuyn khch khch hng
ly sn phm.
2. Kt qu hot ng kinh doanh ca cng ty TNHH Duy Thanh trong giai
on (2006-2008)
Bo kt qu kinh doanh phn nh tnh hnh hot ng kinh doanh ca cng ty
trong mt thi k kinh doanh ca cng ty. N phn nh kh nng ca cc nh qun
l trong vic to dng doanh s v kim sot chi ph v kh nng sinh li. c s
dng o lng kh nng sinh li ca cng ty trong mt thi k nht nh. Di
y l bng kt qu hot ng kinh doanh ca cng ty TNHH Duy Thanh trong giai
on (2006-2008)
SVTH : H Th nh Ngc
Trang 54
Kha lun tt nghip
Bng 5: Bng kt qu hot ng kinh doanh ca cng ty trong giai on

(2006-2008)
n v tnh:VN
Ch tiu
Nm 2006
Nm 2007
Nm 2008
Tc tng trng(%)
2007/2006
2008/2007
1. Doanh thu bn & cung

39,013,175,654
cp dch v
59,990,119,300
62,391,733,915
154
104
2. Cc khon gim tr
733,670,604
190,254,732
172
26
3. Li nhun gp &cung
524,890,077
cp dch v
1,094,406,547
1,089,413,118
209
100
4. Li nhun thun t
(179,584,491)
hot ng kinh doanh
(569,197,156)
(647,759,263)
317
114
5. Li nhun khc
436,863,614
955,975,132
754,643,073
219
79
257,279,123
386,777,976
106,883,810
150
28
233,880,625
386,777,976
76,956,343
165
20
6. Tng li nhun trc

thu
7. Li nhun sau thu
426,387,640

Nhn chung, tc tng trng v hot ng kinh doanh ca cng ty TNHH
Duy Thanh nm 2008 gim mnh so vi nm 2006 v 2007. Trong , cc khon
gim tr trong nm tng 2007 tng 72% so vi 2006 nhng nm 2008 so vi 2007
li khng t, gim 74%. Cng nh th, li nhun sau thu m cng ty t c
65% mc chnh lch nm 2007 so vi 2006, nhng li gim 80% trong nm 2008
so vi 2007.
Cng ty mun c li nhun trong tng lai v c vn u t cho cc hot
ng kinh doanh khc, cng ty cn c nhng bin php c th nh: thu hi vn dt
im cc hot ng u t km hiu qu, thc hin cc chnh sch kinh doanh an
ton, hn ch ti a bn tr chm, khng pht sinh n kh it , to c
ngun vn ch s hu trong tng lai c c hi pht trin cng ty.
SVTH : H Th nh Ngc
Trang 55
Kha lun tt nghip
V. THC TRNG QUN L LC LNG BN HNG CA NHM SN

PHM UNILEVER TI CNG TNHH DUY THANH
1. T chc lc lng bn hng ca nhm sn phm Unilever ti cng ty
TNHH Duy Thanh
a. C cu t chc bn hng
a.1. S cu trc lc lng bn hng
Trng phng
KD
i trng i
bn hng 1
i trng i
bn hng 2
KV1
KV2
KV1
NVBH
ph
trch
1sp
NVB
H ph
trch
1 sp
NVBH
ph
trch
1 sp
KV1
NVB
H ph
trch
1 sp
Hnh 11: Cu trc lc lng bn hnghn hp i bn hng Unilever

trong giai on (2006-2008)
a.2. u, nhc im ca cu trc lc lng bn hng ca cng ty:
Theo s trn, ta nhn thy cng ty p dng kiu cu trc lc lng bn
hng hn hp. l s kt hp gia cu trc lc lng bn hng theo sn phm v
theo khu vc a l. Cch kt hp ny c kh nhiu u im, tuy nhin n cng
khng trnh khi nhng thiu st.
u im
- K nng bn hng ca nhn vin c pht trin, nm vng kin thc v sn
phm v hiu r khch hng
- bao ph th trng cao v tng cng s kim sot lc lng bn hng.
SVTH : H Th nh Ngc
Trang 56
Kha lun tt nghip
Nhc im
- Nhiu nhn vin bn hng c th mi cng mt khch hng lm cho khch
hng ln ln v giao dch vi nhiu nhn vin
- Chi ph ln o to nhn vin ln
b. Th trng bn hng ca nhm sn phm Unilever ti cng ty TNHH Duy
Thanh
L mt trong nhng nh phn phi ln ca Unilever ti khu vc min trung,
Duy Thanh cng tun theo nhng qui tc ca nh phn phi, l s phn chia th
trng t nh cung cp. Theo , khu vc th trng m Duy Thanh m nhn l:
Bng 6 : Bng phn phi th trng ca cng ty trong giai on
(2006-2008)
STT
Th trng hot ng ca i bn hng Unilever ti cng ty Duy Thanh

Theo qun, phng
Theo ch
Theo tn ng
- Q. Lin chiu
- P. Thc Gin
- P. Vnh trung
- P. Chnh Gin
- P. Thch Thang
- P. Tn Chnh
- P. Tam Thun
- Ch Hn
- Ch ng a
- Tt c cc ch
qun Lin Chiu
- Hong Diu
- NguynTri Phng
- Nguyn Hu Th
- ng a
( Ngun : Phng kinh doanh)
Thng qua bng phn chia th trng, ta nhn thy, th trng m i bn

hng ca Duy Thanh ang gi l mt th trng tiu th kh mnh, nm trn cc
trc ng chnh ca thnh ph, cng nh cc ch ln ca Nng, nhng ni m
c dn chim s ng, cng nh du khch ving thm v mua sm nhiu ng thi
nhng khu vc ny c t l dn c ngoi tnh nhiu do c im cng vic v hc
SVTH : H Th nh Ngc
Trang 57
Kha lun tt nghip
tp. Vi nhng im thun li , sc mua ca ngi dn ch c tng ln ch

khng th gim i, vic thun li cho cc nhn vin bn hng ca cng ty l tm
kim khch hng mi cng nh cc ca hng mi cng nh thao tc cho hng. Do
c th l cc sn phm tiu dng hng ngy v c ch ng trong lng ngi
tiu dng nn vic gii thiu sn phm cng nh bn hng tng i d dng hn
so vi bt k mt loi sn phm khc.
So vi nh phn phi cn li ca Unilever ti Nng l nh phn phi Minh
Hong th th trng ca Duy Thanh nh hn nhiu, nhng v tin t c v
doanh thu th Duy Thanh thng hon thnh tt ch tiu t ra ca nh cung cp
ra.
c. Cc kiu lc lng bn hng ca nhm sn phm Unilever ti cng ty

TNHH Duy Thanh
Trong , i bn hng Unilever c 4 xe ti ph trch vic giao hng cho cc
tuyn s v ngnh hng, cn li s c giao hng bng xe my hoc xe ba gc hoc
chnh nhn vin bn hng (nu l nhn vin bn cc sp nh l trong hm).
Ring nhn vin bn hng cng c chia ra thnh cc nhn vin bn hng theo
tuyn khc nhau, c kiu lc lng bn hng c phn loi theo ngnh hng v
doanh s nh sau:
SVTH : H Th nh Ngc
Trang 58
Kha lun tt nghip
Bng 7 : Bng cc kiu lc lng bn hng ca cng ty

trong giai on(2006-2008)
Kiu lc
lng
bn hng
S lng
(Ngi)
Doanh s
(Triu)
SPW
>= 50
HC
>= 4
PC1
>= 4
PC2
>= 4
F
MIX
2
2
>= 4
1<MIX<4
SOCE
<1
M t cng vic
Nhn vin bn quy s v bn tng
hp cc sn phm ca Unilever
Nhn vin bn ngnh hng, bn bt git,
nc ty ra cho cc ca hng
Nhn vin bn ngnh hng, bn du gi,
kem nh rng cho cc ca hng
Nhn vin bn ngnh hng, bn m phm,
sa tm cho cc ca hng
Nhn vin bn ngnh hng, bn thc phm
Nhn vin bn hn hp cho cc quy s nh
Nhn vin bn hn hp cho cc quy l
nhng nm trong nhng con hm nh
S d i bn hng Unilever li chia ra nhiu kiu lc lng bn hng ny l

c nhiu vn t nh cung cp. Tp on Unilever l tp on sn xut mt hng
tiu dng nhanh, v c bn ngnh hng ny c kh nhiu nhn hng, sn phm. Do
c im ny m nguyn nhn chnh dn n vic phn chia lc lng bn hng.
Khi mt nhn vin bt buc phi bn ht tt c cc sn phm m cng ty c th h
s khng nm chnh xc c im ca tng sn phm nn kh nng gii thiu v
mi cho sn phm n tay khch hng cho tt c cc sn phm l khng th. Do
, ti cng ty ch c 2 nhn vin bn hng theo kiu ny v khch hng chnh ca
h l cc ca hng bn s, nhng ngi c kh nng mua hng vi s lng ln v
khng cn gii thiu v sn phm nhiu v doanh thu m nhng nhn vin ny phi
t c l t 50 triu tr ln trong 1 thng.
i vi kiu lc lng bn ngnh hng th h ch m nhn t 1-3 sn phm
v h phi nm r v sn phm ca mnh c th gii thiu cho khch hng, i
tng chnh ca h l cc ca hng bn l vi doanh s ly hng t 4 triu tr ln
trong 1 thng
SVTH : H Th nh Ngc
Trang 59
Kha lun tt nghip
Lc lng bn hng Mix l nhng nhn vin bn tt c cc ngnh hng nhng

dnh cho cc ca hng bn s nh v doanh s h t c cng t 1 triu n 4
triu ng. Nhn vin Soce l nhng nhn vin bn hng cho cc ca hng, tp ho
nh trong cc con hm v s lng ly hng khng nhiu ch trong khong 1 triu,
chnh v th m h phi trc tip i giao hng.
Mt iu c bit trong i bn hng Unilever l khi cc ca hng, tp ho
nh khi t c mt mc doanh s c th trong 3 thng lin tc m cng ty a ra
th ca hng s c chuyn giao cho mt nhn vin bc cao hn. V d, khi
mt ca hng ca Mix mua sn phm du gi, kem nh rng trong vng 3 thng
lin tc mc doanh s l 4 triu th ca hng s c nhn vin bn ngnh
hng PC1 m nhn trong thng sau. iu ny s gy ra vn bt cp nu nhn
vin Mix b gim doanh s.
Tm li, so vi cc i bn hng khc, lc lng bn hng ca Unilever lm
vic chuyn nghip v kh nng thch ng cao. Tuy nhin, trong cng tc qun l
vn cn nhiu vn bt cp.
2. Thc trng cng tc qun tr lc lng bn hng thuc nhm sn phm
Unilever ti cng ty TNHH Duy Thanh
a. Cng tc tuyn dng v hun luyn nhn vin bn hng

Cng tc tuyn dng v hun luyn i ng bn hng l mt trong nhng
nhim v hng u ca mt cng ty phn phi ni ring v ca cc doanh nghip
ni chung. Lc lng bn hng l nhng ngi trc tip mang v doanh s v li
nhun cho cng ty, s pht trin v tn ti ca cng ty ph thuc kh nhiu vo k
nng ca i bn hng. Do , c c mt i bn hng chuyn nghip i hi
nh tuyn dng phi c cch nhn xc thc v chnh xc nu khng s tn thi gian
cho cng tc o to v hun luyn sau ny.
a.1 Cng tc tuyn dng nhn vin bn hng
i vi cng ty TNHH Duy Thanh th ngun tuyn dng rt hn ch. Thay v
cng tc tuyn dng t nhiu ngun bn ngoi v bn trong cng ty, cng nh tn
dng ngun lao ng di do t cc trung tm vic lm th cng ty Duy Thanh
p dng tuyn chn ngun lao ng t bn trong cng ty. Tc l, cc i tng
SVTH : H Th nh Ngc
Trang 60
Kha lun tt nghip
tham gia d tuyn u c s gii thiu thng qua mt nhn vin hoc ang
lm cho cng ty.
Nhn chung, cng ty cha c mt phng php xc nh quy m lc lng
bn hng c th. Trong cng tc tuyn chn ny vn cn nhiu thiu st v mang
tnh ch quan cao.
a.2 Hun luyn nhn vin bn hng
Do c im ca cng ty l phn phi cho nhng cng ty c tn tui trn
th trng, nn i ng bn hng ca cng ty c h tr t hai pha l nh cung
cp v nh phn phi. Tuy nhin, chng trnh hun nhn vin dnh cho nhn vin
mi li kh n gin, l c i theo cc cng mt nhn vin c ca cng ty
hc hi. Khng c mt lp hc k nng chuyn nghip. c bit, i vi i ng
bn hng ca Unilever th mt nm c mt chng trnh hun luyn k nng cho
nhn vin bn hng mt ln. Mc d, cng tc hun luyn ny khng tn nhiu thi
gian v chi ph ca cng ty, tuy nhin li gy tr ngi i vi chnh nhn vin mi.
Mi trng vn ho ca cng ty nh hng kh ln n tm l ca h, h ch c
tip xc trc tip vi mt mt hng c th, mt nhn vin c th m khng c
truyn t nhng k nng chung, iu ny s to ra kh khn khi cng ty mun
thuyn chuyn nhn vin bn hng ca mt sn phm ny sang sn phm khc.
Tm li, cng tc hun luyn cn s si v n iu, i ng nhn vin bn
hng tuy c nhiu kinh nghim nhng nhy bn v linh hot th khng cao. Ta
d dng nhn thy, lng trung thnh ca nhn vin bn hng trong tui cao
chim u th nn vic duy tr lng trung thnh ca nhng ngi tr tui l rt quan
trng trong s pht trin lu di ca cng ty.
b. Cc hnh thc tr lng v ng vin nhn vin bn hng

b.1 Cc hnh thc tr lng cho nhn vin bn hng ca nhm sn phm
Unilever
Lng thng l mt trong nhng vn quan trng bt k mt c quan, t
chc, doanh nghipbi n l ng lc thc y nhn vin lm vic, th hin kh
nng, to ra bu khng kh cnh tranh lnh mnh gia cc nhn vin nhm mc
ch cui cng l em li li nhun v khch hng cho cng ty. Chnh v th, chn
c cch tr lng hp l cho nhn vin cng nh doanh nghip l vn rt quan
SVTH : H Th nh Ngc
Trang 61
Kha lun tt nghip
trng i vi nh qun l. Hin nay trn th trng c kh nhiu cch tr lng khc
nhau nh: tr lng theo thi gian, theo sn phm Ti cng ty TNHH Duy
Thanh, cc nh qun l ang p dng hnh thc tr lng cho cc nhn vin bn
hng theo doanh s m h t c trong thng.
Cch tnh lng p dng cho nhn vin bn hng ca Unilever nh sau:
Tng lng thc lnh = Doanh s bn hng * h s lng
Trong , h s lng c chia theo tng kiu lc lng bn hng. C th:
Bng 8 : Bng h s lng cho nhn vin bn hng ca cng ty trong giai
on (2006-2008)
Kiu lc lng
bn hng
SPW
HC
PC1
PC2
F
MIX
SOCE
H s lng(%)
Nm 2006
0,6
0,8
1,2
1,2
1,5
2
Nm 2007
Nm 2008
0,8
0,8
1,0
1,0
1,5
1,5
1,5
1,5
1,8
1,8
2,2
2,2
2,5
2,5
Tuy nhin, nhn vin bn hng mun nhn c tng qu lng nh trn th
phi xt trn cc ch tiu t ra trong thng i vi tng kiu lc lng bn hng
nh sau:
SVTH : H Th nh Ngc
Trang 62
Kha lun tt nghip
Bng 9 : Bng tiu ch xc nh qu lng cho nhn vin bn hng ca

cng ty trong giai on (2006-2008)
VT: %
T l % trn tng lng
thc lnh (Nu NVBH t
>95% ch tiu)
Cc ch tiu
1. Doanh s
2. S ho n
3.
bao ph
trng(*)
3. SKU/ho n(**)
T l % trn tng lng

thc lnh (Nu NVBH t
<95% ch tiu)
55
15
50
10
15
15
10
10
th

+ Ch thch: (*) Nhn vin bn hng bn sn phm cho ca hng t nht 1ln/
thng ti cc ca hng m h m nhn
(**) L s sn phm t nht c trn n hng ca mt ngnh hng
Thng qua, bng h s lng ta nhn thy, i vi tng kiu lc lng bn
hng v tu thuc vo ngnh hng m nhn vin m nhn m c cc h s
lng hp l. Chng hn, i vi nhn vin SPW th doanh s m cc nhn vin ny
t trong thng phi gp 10 ln cc nhn vin bn ngnh hng ring do , h s
lng ca h phi thp hn so vi cc nhn vin bn ngnh hng ring l. c bit,
nhn vin SOCE l nhm lc lng mi khai thc t nm 2007 tm kim th
trng tim nng nn doanh s ca nhm lc lng ny khng cao. V vy, cng ty
s h tr h bng cch to cho h h s lng cao nht v c cc khon h tr thm
kch thch h lm vic. Mc ch m cng ty a ra cc mc lng c h s
lng khc nhau ny nhm rt ngn khong cch lng gia cc nhn vin
khng c s tranh ginh v tr bn hng cng nh khuyn khch cc nhn vin bn
ngnh hng nh
Trung bnh hng thng mc lng m cc nhn vin bn hng nhn c t 2
triu 4 triu ng. Do cc ch tiu ra nn khng phi nhn vin no cng nhn
c mc lng thc lnh. c th hiu hn v cch tnh lng ca cng ty dnh
cho i bn hng Unilever, xin a ra mt v d c th.
SVTH : H Th nh Ngc
Trang 63
Kha lun tt nghip
V d: mt nhn vin bn hng A thuc i bn hng PC1 bn ti khu vc 1,

vi cc ch tiu c giao :
Ch tiu
Doanh s
S ho n
bao ph th trng
SKU/ ho n
Thng 12/2008
300 triu
400 ho n
150 ca hng
6 sn phm
+ TH1: Nhn vin bn hng A t c > 95% mi ch tiu c giao

Lng thc lnh = doanh s t c * 1,5%
Lng thc lnh = 300,000,000 * 1,5% = 4,500,000 (VN)

+ TH2: Nhn vin bn hng A t c < 95% mi ch tiu c giao
Gi s, doanh s t trong thng l 225 triu, s ho n l 300, bao ph th
trng l 148 quy, v c 5 SKU/ho n
Lng thc lnh = doanh s t c * 1,5% * (50% + 10% + 10% +10%)
Lng thc lnh = 225,000,000 *1,5%* (50% + 10% + 10% +10%) =

2,700,000 (VN)
+ TH3: C mt ch tiu di < 95%
Gi s, doanh s t 250 triu, v cc ch tiu cn li u hon thnh tt, th
lng nhn vin bn hng nhn c
Lng thc lnh = Doanh s t c * 1,5%* (50 % + 15%
+ 15% + 15 %)
Lng thc lnh = 250,000,000 * 1,5% * ( 50 % + 15 % + 15 % + 15%) =

3,562,500 ( VN)
b.2. Cc hnh thc ng vin nhn vin bn hng
C th ni, chnh sch ng vin, khuyn khch tinh thn lm vic ca cng ty
dnh cho nhn vin bn hng cn hn ch. Hin nay, cng tc u i, khch l tinh
thn lm vic ca nhn vin bn hng c p dng di cc hnh thc nh sau:
- Cng ty ch h tr cho mt s nhn vin nh : nhn vin bn hng Food,
Soce, PC2 v nhng ngnh hng ny c t mt hng nn doanh s h khng nhiu,
c nhng mt hng bn khng chy bng cc sn phm ca cc ngnh hng khc
mc h tr t 600 ngn n 900 ngn. Mc khc, i vi nhn vin Soce th h l
SVTH : H Th nh Ngc
Trang 64
Kha lun tt nghip
nhng ngi trc tip i giao hng v khai thc khch hng mi t trong nhng con
hm nh. Khi khch hng ca Soce khai thc t n mt mc doanh s nht nh
th i tng khch hng ny c chuyn cho nhn vin bn mc doanh cao
hn, h li i khai thc khch hng mi, iu ny gy ra nhiu tnh trng kh nhy
cm trong cng tc qun l, mt vn cn gii quyt.
- i vi nhng nhn vin lm vic t >1 nm mi c cng ty mua bo
him y t, bo him x hi.
- Khi c nhng vn gp phi do cc yu t khch quan nh: thin tai, l lt,
bonh hng n bn thn v gia nh th mi c h tr t pha nh cung cp
v nh phn phi kp thi gip .
- Cng ty khng c nhng chnh sch hoc cc chng trnh c th nhm pht
huy nng lc ca i ng nhn vin bn hng cng nh to cho h mt c hi
thng tin trong cng vic.
Tm li, vi cc chnh sch i vi nhn vin bn hng nh trn cng ty cha
to c ng lc v khuyn khch tinh thn lm vic ht mnh ca h. Do , cn
c nhng chnh sch c th hn khng ch gip cng ty pht trin ngy cng tt
hn m cn duy tr lng trung thnh ca nhn vin i vi cng ty, i vi lnh
o.
c. Cng tc kim tra, nh gi kt qu bn hng ca nhn vin bn hng ca
nhm sn phm Unilever ti cng ty TNHH Duy Thanh:
c nhng nh gi cng nh nhn xt chnh xc i vi mi nhn vin bn
hng th khng c cch no khc da trn hiu qu lm vic ca h, chnh v th
doanh s t c ca nhn vin quan trng i vi bn thn h cng nh nh qun
l. Di y l doanh s t c ca cc i bn hng Unilever ti cng ty TNNH
Duy Thanh
SVTH : H Th nh Ngc
Trang 65
Kha lun tt nghip
Bng 10 : Bng doanh s ca cho nhn vin bn hng Unilever ca cng ty

trong giai on (2006-2008)
n v tnh:VN
Ngnh
hng
Nm 2006
Nm 2007
Nm 2008
HPC1
11,302,660,734
15,460,285,013
HPC2
3,273,551,706
HPC3
Tc tng trng(%)
2007/2006
2008/2007
21,678,585,033
137
140
4,822,826,622
5,914,268,345
147
123
3,971,547,004
5,297,678,187
5,659,705,292
133
107
HPC4
1,404,096,153
1,426,277,555
1,217,207,745
102
85
HPC5
2,905,405,328
3,228,369,053
4,726,607,554
111
146

Trong : HPC l cc ngnh hng ca Unilever
- HPC1: Bt git, x phng, Nc ty ra. Trong , bao gm cc nhn hiu:
+ Bt git: Omo, Viso, Suft
+ X o qun: Comfor
+ Nc ty ra: Sunlight
- HPC2: Kem nh rng, x phng tm
+ Kem nh rng: P/S, Close Up
+ X phng tm: Lifeboy
- HPC3: Du gi u
+ Sunsilk, Clear, Dove, Lifeboy
- HPC4: M phm
+ Sa tm: Lux, Lifeboy, Dove
+ M phm: Pond, Hazeline, Lux, Rexona
- HPC5: Thc phm
+ Nc mm Knorr, Ht nm Knorr
+ Thc ung: Tr lipton
Thng qua bng doanh s m nhn vin bn hng ca Unilever ta nhn thy
rng, i ng bn hng rt c gng t c nhng doanh thu cao nht c th.
i vi Unilever th mt hng ch lc phi ni n l bt git v cc nc ty ra.
y l sn phm m bt c mt gia nh no, c quan, hng qunu phi s
SVTH : H Th nh Ngc
Trang 66
Kha lun tt nghip
dng cho cng tc v sinh ca mnh. C th l nguyn nhn chnh khuyn mt

hng ny bn chy nht vi doanh thu kh cao tng trng u qua cc nm t 37
% ln 40 %, trong nhn hiu Omo bn chy nht chim 80% th phn bt git
trn th trng. Cn tuyn dng nht l ngnh hng HPC5 v trong tt c cc sn
phm ca Unilever th thc phm l ngnh hng ra sau. C th ni, HPC5 hng l
khng bn chy so vi cc ngnh hng khc ca Unilever cng nh so vi i th
cnh tranh. Tuy nhin, trong 3 nm qua c s phn u kh ln ca cc nhn
vin bn hng, bng chng l ngnh hng ny c tc tng trng cao nht so vi
tt c cc ngnh khc ca cng ty vt mc yu cu t 11% ln 46% vi doanh thu
tng t 2,905,405,328 VN ln 4,726,607,554 VN iu ny cng chng t sn
phm v ang c ngi tiu dng chp nhn khng th ph nhn s c gng
ca cc nhn vin ca HPC5. Mt khc, ta nhn thy tt c cc i cn li mt d
doanh thu c tng chm nhng tc tng trng ca cc ngnh hng ny c xu
hng gim HPC2 t 33% xung cn 23% v HPC3 t 33% cn 7% con s ny
xung qu thp ng bo ng cc nh qun l nhn li cng tc qun l cng
nh cc chng trnh h tr nhn vin bn hng. Ring HPC4 li c doanh thu ca
nm 2008 li gim hn 2007 l 209,069,810 VN, ngnh hng ny c tc tng
trng chm v trong nm 2008 khng t c mc tiu chm 25% l con s bo
ng khn cp trong tng lai. Tt c chng ta u bit, th trng m phm l mt
th trng nhy cm v c nhng khch hng ca h l phi p v kh k tnh. Mt
trong nhng nguyn nhn c th dn n tnh trng st gim ny c th do s nh
hng chung ca nn kinh t trong nm 2008. T l lm pht qu cao, ngi ph n
l nhng ngi chu trch nhim chi tiu trong gia nh, nn buc h phi quyt
nh ct gim nhng khon chi tit kim, mt phn trong s h chp nhn ct
gim chi tiu cho bn thn tit kim cho kinh t gia nh hoc s dng cc loi
sn phm r tin hn m khng lm nh hng n sc kho ca h. Nguyn nhn
tip theo c th lm nh hng n doanh s ca m phm l s cnh tranh ca
kh nhiu hng m phm khc trn th trng nh: Debon, Avon, Shiseido,
Lancme, Amore, RenoveNgi tiu dng c nhiu s la chn v b chi phi
tm l v qu trnh chn la sn phm cho chnh mnh. Do , yu t quan trng l
cc nhn vin bn hng c th bn hng tt hay khng l cn ph thuc vo k
SVTH : H Th nh Ngc
Trang 67
Kha lun tt nghip
nng, kin thc ca chnh bn thn nhn vin bn hng lm sao t vn v

khuyn khch khch hng mua mt cch tho mn cng nh hi lng vi s tin m
h b ra tiu dng.
Ngoi doanh s, gim st vin cn qun l nhn vin bn hng bng cch kim
tra quan tm ca nhn vin i vi khch hng thng qua cc cuc ving thm
hng ngy, tun, thng cng nh bao ph ca sn phm trn ca hng cng nh
th trng. Bng xc nh nhu cu ving thm di y cho chng ta hiu s cn
thit ca ving thm i vi tng loi ca hng
Bng 11: Tn sut ving thm khch hng ca nhn vin bn hng
Khch hng
Tn sut ving
Tng nhu cu
S lng ca
theo kiu LLBH
thm (Ln/
ving thm
hng
SPW
HC
PC1
PC2
F
MIX
SOCE
Thng)
8-12
1-4
1-4
1-4
1-4
1-4
Tu
trong 1 thng
12
<30
4
>150
4
>150
4
>150
4
>120
4
50<MIX<100
Tu
tu
Theo bng xc nh nhu cu ving thm trn th t nht, 1 tun/1 ln nhn vin
bn hng phi quay li ca hng kim tra nhu cu thm hng cng nh cch
trng by sn phm ca cng ty c t yu cu khng, nu khng t th s nhc
cho khch hng vic lp y sn phm trng by cng nh cc yu cu khc v
khch hng c thng hng thng hoc hng qu v trng by hng sn phm.
y l mt trong nhng chnh sch marketing m cc cng ty ln ang p dng
mt mt l qung co sn phm, bao ph th trng v gip nhn vin bn hng
tt hn. Mc khc, to cho khch hng cm gic c li t vic trng by hng ho
cng nh ca hng p, bt mtDo , vic xc nh nhu cu ving thm c
ngha quan trng cho vic t doanh s ca nhn vin ni ring v ca cng ty ni
chung.
Chnh v th, cng tc kim tra hiu qu nht l kh nng t ch tiu v
doanh s, ho n, bao ph th trng v chm sc khch hng u n c
th hin trn bng theo di hng tun ca cc i trng bn hng. Khi ch tiu v
SVTH : H Th nh Ngc
Trang 68
Kha lun tt nghip
doanh s t ra cho nhn vin s c xem xt theo yu t bin ng ca th trng

v cc chng trnh khuyn mi km theo thc y nhn vin bn hng lm vic
tt hn. Tuy nhin, nu cc nhn vin khng t c cc ch tiu bn hng trong 2
thng lin tip th s c xem xt n kh nng bn hng v c nhng phng
php thch hp iu chnh.
Bn cnh , vic kim tra nhn vin hng ngy cng c quan tm. Trc
khi cc nhn vin bn hng bt u ra th trng t lc 8h sng, th cng vic u
ngy l hp i bn hng, trong tun s c 2 bui hp chnh thng bo v cc
chng trnh khuyn mi cng nh cc thng tin mi nht t nh cung cp vo 2
ngy th 4 v th 6, cn cc ngy cn li l hp u ngy mi ngi c thi
gian hon tt cc cng vic cha hon tt ca ngy hm trc. Tuy nhin, vic hp
hng ngy din ra trong 30 pht to ra s nhm chn mi nhn vin m hiu
qu mang li th khng nhiu. Do , cc bui hp chnh nhn vin s khng ch
nm r ht thng tin m ngi qun l cung cp cho h. Nn chng cn c nhng
bin php thit thc hn.
Ngoi ra, vic kim tra tin lm vic ca nhn vin bn hng cn thng qua
gim st vin cng i th trng kim tra nhn vin bao ph cc mt hng
trn th trng cha, hoc trong qu trnh bn hng nhn vin c im no cha tt
th qun l s nhc nh trc tip cho nhn vin ti lc . Bn cnh , b phn vn
phng cng qun l trc tip nhn vin thng qua h thng s dng my Palm
ghi n hng, thng qua n ngi qun s bit c nhn vin ca mnh c ra th
trng v lm vic nghim tc khng.
Mt kh khn ln nht m cc i trng i bn hng gp phi l h c
tui v kinh nghim t hn i ng nhn vin bn hng ca mnh. Do , vic
qun l cng nh cch hun luyn nhn vin i hi cc nh qun l phi c s nhy
cm v c nhng cch ng x ring i vi tng c nhn c th c th nm bt
c tm l cng nh s tin tng ca i ng nhn vin bn hng.
Mt thc trng kh ln ti cng ty l s bt cp gia nhn vin v qun l
ca nh phn phi. Thc t, nhn vin bn hng chu s qun l, gim st ca gim
st vin thuc nh cung cp, tc l thuc cng ty Unilever. Tuy nhin, cc gim st
bn hng ny ch mi c p dng cch y 1 nm, cn trc y nhn vin bn
SVTH : H Th nh Ngc
Trang 69
Kha lun tt nghip
hng chu s qun l ca nh phn phi tc l Duy Thanh. iu ny to ra khng

t kh khn cho c 2 bn ti thi im ban u, tc l nhn vin bn hng s phi
chu s thay i trong cch qun l, cn cc cc gim st th kh tr cn thiu kinh
nghim th trng m phi qun l i ng nhn vin bn hng chuyn nghip c v
tui tc ln kinh nghim. Mc khc, gim c nh phn phi l ngi trc tip
quyt nh mi vic v hu nh u lm vic bng nhng con s c th, cch qun
l con ngi cng kh n gin. y l vn bt cp hin nay cng l tnh trng
chung ca tt c cc nh qun l ni chung. l, t c s quan tm, gn gi gia
gim c vi nhn vin ca mnh, cho h c nhng c hi vi tip xc vi xp
h th hin bn thn, nng khiu, nng lc ca h cn tim n ngoi k nng bn
hng. T , nh qun l c th to cho h nhng c hi thng tin trong cng vic,
thc y h lm vic hiu qu hn.
3. nh gi cng tc qun tr lc lng bn hng thuc nhm sn phm

Unilever ti cng ty TNHH Duy Thanh trong thi gian qua (2006- 2008)
a.
Thun li
i ng bn hng giu kinh nghim
c s h tr t nh cung cp
p dng khoa hc k thut ( my Palm) qun l nhn vin bn hng
C s vt cht hin i, h thng xe ti giao hng ln v m bo cht
lng
b. Hn ch
- i ng gim st trc tip nhn vin bn hng cn tr v cha c nhiu
kinh nghim v th trng v cch qun l con ngi
- Cng tc tuyn chn nhn vin bn hng n gin, ngun tuyn dng hn
ch
-
Khng c chng trnh hun luyn nhn vin bn hng c th
Cc chnh sch lng, thng cha tho ng
- Khng c nhiu chnh sch u i, khuyn khch tinh thn lm vic cng c
hi thng tin cho nhn vin bn hng.
Trn y l phn thc trng cng tc qun l lc lng bn hng ca nhm sn
phm Unilever ti cng ty TNHH Duy Thanh. Thit ngh, khng c mt s qun l
SVTH : H Th nh Ngc
Trang 70
Kha lun tt nghip
no l hon ho, c bit trong vn qun l con ngi, ti Duy Thanh cng vy.
Thng qua qu trnh tm hiu v phn tch trn ti hy vng c th tm ra nhng gii
php tt nht cho cng ty trong thi gian ti.
PHN III
SVTH : H Th nh Ngc
Trang 71
Kha lun tt nghip
MT S GII PHP NNG CAO CNG

TC QUN TR LC LNG BN
HNG CA NHM SN PHM
UNILEVER TI CNG TY
TNHH DUY THANH
TRONG GIAI ON (2009- 2014)
I. NHNG CN C TIN
1. Xu hng pht trin ca ngnh bn l ti th trng Vit Nam trong tng
lai:
SVTH : H Th nh Ngc
Trang 72
Kha lun tt nghip
Hn 10 nm qua Vit Nam c nhng tin b vt bc, bng chng l

thu ht s lng vn u t nc ngoi khng l t khp ni trn th gii v m
rng cnh ca giao thng vi bn ngoi, c bit k t khi Vit Nam gia nhp cc
t chc kinh t, chnh tr trong khu vc v th gii nh WTO. iu ny m ra
nhiu c hi cng nh thch thc cho cc doanh nghip cng nh ngi lao ng.
Vi s pht trin ca nn kinh t th qua thu nhp ca ngi dn trong nhng nm
tng ln rt nhiu. C th, theo s liu ca Nielsen Vietnam Omnibus 20022009, mc bnh qun mi thng cng b thu nhp ca mi h gia nhby gi l
300 USD v thu nhp ca mi h trn mc 4 triu ng, tng 20% trong nm 2002
ln hn 80% trong nm 2008.
Mc cho nhng th thch trong nm 2008 t vic lm pht tng gi thc phm
v xu hng i xung ca th trng chng khon, ngi tiu dng Vit Nam
tr nn si ni hn v tch cc thy r. H l nhng ngi ng th 9 v mc
lc quan ton cu v th 5 trong khu vc. Lm pht lm cho ti tin ca nhng
ngi i mua sm nh hn v nim tin cng b dao ng trong nm 2008, nhng
nu so snh vi cc khu vc khc chu v trn th gii, trin vng ca Vit
Nam kh quan hn. Theo s liu ca ACNielsen, tng gi tr tng trng ca ngnh
hng tiu dng nhanh tng nhanh trong 2 nm 2007 v thng 12/ 2008, c th:
Bng 12: Tc tng trng ca ngnh hng tiu dng nhanh tronggiai
on ( 2006 2008)
Ngnh hng
FMCG
Tc tng trng(%)
2007/2006
2008/2007
104
120
(Ngun: Tp ch Marketing s 52)
Cng theo iu tra ny, trong thng 1-2/2009, ngi tiu dng chi tiu dp Tt
trong nm nay gim so vi cng k nm trc vi hu nh 50% trong tng s
cho bit h ct gim chi tiu t hn trong Tt ny so vi Tt nm ngoi. Ngi
tiu dng ni rng mi th tr nn t hn v h c t tin mt hn tiu xi
cho dp Tt va qua. Hn 1/3 ngi dn chi tiu gim xung i vi nhng ngnh
hng tiu dng nhanh ngoi tr thc phm v ni rng h gim chi tiu tt cc
cc knh mua sm siu th, ch v tim tp ha.
SVTH : H Th nh Ngc
Trang 73
Kha lun tt nghip
Vi bi cnh ngnh bn l rng ln Vit Nam, nhiu c hi vn cn . Th

trng bn l c xem l s tin trin ca thng mi hin i trong nhng nm
qua v doanh thu t knh phn phi ny tng 45% so vi cng k nm ngoi.
Theo nghin cu ca Vneconomy : Tt c cc siu th trong v ngoi nc
tng ng k mng li ca hng trong nm 2008. C 394 ca hng bn l hin
i, tng 22% tnh t nm 2007. Trong lc , vic ngi tiu dng i mua sm ti
knh bn l ny tng vi 43%, v h i siu th hng tun. Tuy vy, knh mua
sm truyn thng vn tip tc ng vai tr then cht trong i sng hng ngy ca
ngi Vit Nam, chim 68% doanh thu t cc tim tp ha c nc.
R rng knh mua sm truyn thng vn gi c ch ng ring v cc knh
thng mi bn l hin i s cn chin u ginh c th trng ny
Th trng bn l Vit Nam trong nhng nm gn y pht trin kh mnh,
mc tng trng thng xuyn t trn 20%, c bit trong nm nay theo c tnh
s t ti 25%. Nm 2006, doanh thu t bn l t khong 37,5 t USD th n nm
2007 t 42,5 t USD v n 2010 s l 35 t USD. Ngy 1/1/2009 th trng bn
l Vit Nam chnh thc m ca. y l mt c hi ln cho cc tp on bn l
nc ngoi vo kinh doanh ti Vit Nam ng thi cng l thch thc cho cc
doanh nghip trong nc.
Ln sng cc doanh nghip bn l nc ngoi ang vo Vit Nam, mt b
phn ngi dn cc th ca Vit Nam ang chuyn dn thi quen mua sm ti
cc ch sang cc hnh thc thng mi hin i nh siu th v ca hng t chn.
Vi s a dng mt hng, cht lng sn phm, dch v tt, gi c hp l, thc t
gip ngi tiu dng c hng li khng ch v cht lng sn phm v c
thi gian vn l vng bc trong c ch th trng. cng l quy lut t nhin ca
con ngi trong thi k pht trin.
Th trng bn l nng thn l ni n ch, ch qu i vi ngi dn nng
thn gn b t bao i n nay. Ch qu lun lun ng vui rn rng, cc sn
vt u mang hng ng gi ni c kt tinh t hn t, hn qu, n khng ch
mang yu t kinh t m cn mang m nt vn ho Vit. Thi nay, i sng kinh t
ca nng thn nng cao, do nhu cu ca ngi dn cng ngy cng cao nn
tc ng mnh n ch qu. Hng ho ch qu by gi khng ch l nhng nng
SVTH : H Th nh Ngc
Trang 74
Kha lun tt nghip
sn ca a phng m cn c cc th hng ho nhu cu thit yu t khp mi

ni mang n. chnh l mt th trng tim nng ln khi chng ta bit rng hin
nay c nc c khong 2 triu h tham gia phn phi bn l hng ho c trn 9.200
ch v 18.000 ca hng bn nh l, 46% trong tng s hn triu dn Vit Nam mua
hng ho cc ch, trong khi mua t cc ca hng bn l c lp khong 44%,
hng ho qua h thng phn phi hin i chim khong 10% nhu cu ca ngi
dn. Th trng bn l ti khu vc nng thn s rt si ng trc ht l nhng
ni c tc th ha nhanh. Cc nh bn l cn mt ti th trng nng
thn ngay t by gi, bi y l th trng rt tim nng vi bi s dn ng. Cc
chnh sch ca Chnh ph u quan tm n cc vng nng thn, khi thu nhp tng
nhanh, chuyn i c cu hiu qu s bng pht sc mua ti khu vc ny.
Tm ti, xu hng pht trin ngnh bn l ti th trng Vit Nam ni chung
v th trng min trung ni ring, ang c nhng bc i mi y khi sc. Trong
tng lai, cc doanh nghip trong nc s ng u vi nhng thch thc ln khi
phi cnh tranh cng bng vi cc tp on ln nh: Metro cash & Carry (c),
Diamond Plaza (Hn Quc),Wal-Mart (M), Carefour (Php), Dairy Farm (Hng
Kng), South Asia Investment (Singgapore), Do , cc doanh nghip mun gi
vng c th trng vn c ca mnh cng nh xm nhp c ra th trng nc
ngoi th cn c nhng chnh sch, chin lc kinh doanh c th mi c th tn ti
trn th trng vn bin ng rt mnh nh hin nay.
2.
Xu hng tiu dng ca ngnh tiu dng nhanh(FMCG) trong tng lai:
Theo nghin cu ca TNS Worldpanel Asia, trong nm 2008 chi tiu cho
FMCG ca ngi Vit Nam ti khu vc thnh th chim 19% mc tng cao nht
sao vi cc nc trong khu vc. Nhng xu hng tiu dng c s thay i nhiu
so vi nhng nm trc, c ba xu hng thay i c bn l:
- Ngi tiu dng mi tr hn, cc yu cu cao hn v cng phc tp hn.
- S a chung cc sn phm chm sc bn thn, chm sc sc kho v tin
dng.
- Xu hng mua sm trong mt khng gian an ton, tin nghi v d chu.
Nhng xu hng ny trong tng lai s cn pht trin v thay i, do i
hi cc nh sn xut cng nh cc doanh nghip kinh doanh ngnh hng ny phi
SVTH : H Th nh Ngc
Trang 75
Kha lun tt nghip
c nhng chin lc kinh doanh c th. c bit, doanh nghip phi ch trng n
vic phn khc th trng, gi, sn phm, bao b,Nhm p ng nhu cu v kh
nng tiu dng khc nhau ca cc nhm thu nhp t cao - va - thp.
3. Cc c hi v e da i vi cng ty TNNH Duy Thanh v nhm sn phm

Unilever
a. Nhng c hi
- Hin nay, Chnh ph a ra cc gi kch cu u t v tiu dng nhm
to ra kh nng chi tiu ca ngi tiu dng cng nh to iu kin cho cc doanh
nghip va v nh nh cng ty TNNHH Duy Thanh tn ti v pht trin trong tnh
hnh kinh t nh hin nay.
- Vit Nam gia nhp WTO mc d to ra nhiu thch thc cho cc doanh
nghip trong nc, tuy nhin n cng to iu kin cho cc doanh nghip c kh
nng tip xc hc hi cng nh to ra ng lc cho cc doanh nghip Vit Nam
vn ch quan c nhng tm nhn xa cng nh c nhng chin lc kinh doanh c
th cnh tranh cng bng vi cc cng ty nc ngoi.
- Nm mt tr kh thun li, Thnh ph Nng hin nay l trung kinh t
mi nhn ti min trung, c v tr a l thun li cng nh ngun lc di do l
nhng iu kin tt cng ty pht trin mng li phn phi ca mnh cng nh
m rng cc mi quan h giao thng trong v ngoi khu vc.
- C 50% ngi tiu dng trong tui 30 y l nhng ngi c kh nng

quyt nh s mua hng. Mt khc, s lng ngi tiu dng tng u qua cc nm
d kin s t c 70 triu ngi vo nm 2018, ha hn nhiu tim nng pht
phin cho ngnh hng tiu dng nhanh. To c hi cho cng ty pht trin mnh hn
trong tng lai.
b. Nhng e da
-
Khi nn kinh t bt u hi nhp, th cc tp on kinh t ln trn th gii
s xm nhp vo th trng ni a, khng ring g Duy Thanh m hu ht cc

doanh nghip ca Vit Nam s ng trc nhng nguy c mt th trng hin c.
-
Nhu cu thay i thi quen tiu dng ca ngi khch hng
Kh nng m rng th trng b hn ch do ph thuc vo nh cung cp
SVTH : H Th nh Ngc
Trang 76
Kha lun tt nghip
4. Phn tch cc nhn t nh hng n lc lng bn hng ca nhm sn

phm Unilever ti cng ty TNHH Duy Thanh trong thi gian n (2009
2014)
a. Sn phm
Ti cng ty TNHH Duy Thanh ch ring i bn hng l i bn hng ca
Unilever c nhiu sn phm, nhn hiu nht, do cc nhn vin bn hng c
th nm r ht tt c cc sn phm ca l mt vn khng d. Tp on Unilever
l tp on cung cp cc sn phm tiu dng nhanh, c in ca ngnh hng ny l
c nhiu sn phm i tr, thit yu cho cuc sng gia nh hng ngy, gi c thp
nhng mang cho nh sn xut khon li nhun kh ln. Do , tt c cc nhn
vin bn hng ca cng ty bt buc phi nh tt c cc thuc tnh v bn c tt
c sn phm cho mt ca hng l khng th. Ti cng ty Duy Thanh ch c 2 nhn
vin bn hng thuc dng ny v h ch bn cho cc i l bn s. Cn li, cc nhn
vin s bn theo ngnh hng, theo tng loi ca sn phm. Khi nhn vin bn
ngnh hng h c kh nm r v cc sn phm nn kh nng mi cho v gii thiu
sn phm tt hn.
b. Th trng
Do c th ca nh phn phi l nh cung cp chia th trng c th, nn kh
nng khai thc, m rng th trng mi khng c. Nhn vin bn hng ch c th
khai thc ngay ti th trng hin c ca mnh. Trong tng lai nu cng ty khng
c nhng chnh sch pht trin th trng c th th kh nng mt th trng hin c
l rt cao, do cc yu t khch quan bn ngoi nh: i th cnh tranh gia tng,
ngi tiu dng c nhiu sn phm la chn vi cc mc gi khc nhauNu
cng ty nm bt c c hi ca mnh l s am hiu th trng v to c hi cho
nhn vin bn hng khai thc thm cc th trng mi cc i tng khch hng
khch nhau.
c. i th cnh tranh
i th cnh tranh ca i bn hng Unilever l nhng i th ln v cng
c tn tui trn th trng nh: Proter & Gamble, Nestle, Kimbery - Clark,
ICP.tt c cc tp on ny u c mt ch ng trong tm tr ca ngi tiu
dng vi nhng nh hiu mi on th trng khc nhau, hin nay s cnh tranh
SVTH : H Th nh Ngc
Trang 77
Kha lun tt nghip
ny cng khc lit hn bi trong tng lai c nhiu tp on ca cc nc khc gia

nhp th trng Vit Nam. Hin nay, cc chnh sch u i cho ngi bn v cc
chng trnh khuyn mi cho ngi tiu dng ti mi cng ty u cnh tranh vi
nhau, do ngi tiu dng th c li nhng lc lng bn hng th gp kh
nhiu kh khn trn con ng a sn phm ti cc nh bn l. Bn cnh , mt
i th kh ln ca nh phn phi chnh l knh siu th - h thng bn l hin
i. S cnh tranh vi cc siu th l cc i th cnh tranh chnh ca nh phn
phi, mc d l knh bn l tuy nhin cc chng trnh khuyn mi ca h kh hp
dn dnh cho ngi bn l. Knh siu th cnh tranh vi cng ty ngay chnh cc sn
phm cng mt nh sn xut n cc i th cnh tranh. Do , nhn vin bn hng
gp kh khn khi khch hng ca mnh so snh cc chng trnh khuyn mi ca
cng ty v siu th nn nh hng kh ln n doanh thu ca lc lng bn hng.
d. Khch hng
Khch hng l mt nhn t nh hng ln n doanh thu ca nhn vin ni
ring v ca cng ty ni chung. i tng khch hng ca i bn hng Unilever l
cc ca hng bn s v bn l. to ra c mi quan h tt vi khch hng
cc ch ca hng bn l gii thiu v thuyt phc ngi tiu dng s dng sn
phm ca cng ty th nhn vin bn hng phi c nhng k nng bn hng v giao
tip nht nh, to c n tng v uy tn ban u i vi khch hng trong nhng
ln u. kch thch khch hng gii thiu sn phm ca cho ngi tiu dng th
cng ty phi dnh cho h nhng khon li nhun thy c t sn phm , phi
cao hn i tng cnh tranh, c th bng hnh thc chit khu, tin mt hay cc
phn qu
Trong tnh hnh cnh tranh gay gt dnh ly khch hng nh hin nay, th cc
nh bn l - khch hng ca cng ty l nhng ngi c li nhiu nht. L do rt c
th, s cnh tranh mnh m gia nh phn phi, siu th bn s v cc knh bn s
truyn thng to iu kin thun li cho cc nh bn l la chn nh cung cp tho
mi hn. Mc d, cc ca hng bn l thng mua hng t nh phn phi thng
qua h c nhn vin bn hng chm sc, giao hng tn ni c cng n thch
hp v c cc chng trnh trng by hp dn Tuy nhin, nh th cha , bi ai
kinh doanh cng mong mun c c thu c li nhun cao nht m chi ph b ra
SVTH : H Th nh Ngc
Trang 78
Kha lun tt nghip
thp nht. Cc ca hng thch ly hng t cc mi s v siu th bn s nh Metro v

knh phn phi ny c chnh sch gi tt cho h v c nhiu mt hng, nhn hiu
la chn. Chnh v th, khch hng trung thnh vi mnh ngay c khi sn
phm ca chng ta khng c chng trnh khuyn mi l mt kh nng m nhn
vin bn hng phi lm c. Khi mt nhn vin bn hng chuyn nghip h s
khng cn ph thuc vo khch hng m h phi nm r nhng mt hng m khch
hng ca mnh tiu th tt t quyt nh s mua hng ca h.
II. PHNG HNG V MC TIU KINH DOANH CA CNG TY
TNHH DUY THANH TRONG GIAI ON (2009 2014)
1. Phng hng hot ng ca cng ty TNHH Duy Thanh trong thi gian
n (2009 - 2014)
Cng ty TNHH Duy Thanh l mt trong nhng nh phn phi ln ca tp
on Unilever v ngnh hng tiu dng nhanh, mt ngnh hng c th ni l may
mn nht hin nay bi s tc ng ca suy thoi kinh t ln ngnh hng ny khng
nng n nh cc ngnh hng khc. Tuy nhin, khng b e da khng ng ngha l
an ton mi mi. Nu cc nhn hng ca ngnh hng ny c nm yn m khng
a ra nhng chin lc ph hp vi tnh hnh mi n s c kh nng tt hu so
vi cc ngnh hng khc. Chnh v th, khng ch ring nh sn xut mi a ra
nhng chin lc marketing qung co, nh v hnh nh ca sn phm trong tm
tr ngi tiu dng m cc nh phn phi nh Duy Thanh cng cn c nhng k
hoch, phng hng hot ng c th v hot ng kinh doanh, t lp k
hoch trin khai chng trnh hnh ng, nhm khai thc, phn chia v s dng
hp l cc ngun lc c th mang li hiu qu cao trong kinh doanh l vn
quan trng hng u ca cng ty
- y mnh cng tc xc tin bn , hiu qu tiu th sn phm c nng
cao, cng ty c li nhun tch lu.
- Tng cng cng tc u t, m rng qui m, lnh vc kinh doanh ca cng
ty.
- Gi vng th trng hin c, duy tr v pht trin cc mi quan h tt p vi
cc i l mua hng n nh
SVTH : H Th nh Ngc
Trang 79
Kha lun tt nghip
- Tm kim, khai thc thm nhiu khch hng mi, cng nh tham gia phn
phi thm nhiu sn phm khc, gia tng th phn ca cng ty trn th trng tiu
dng ca thnh ph Nng.
2. Mc tiu kinh doanh ca cng ty TNHH Duy Thanh trong thi gian n
(2009 2014)
c th tr c trong nn kinh t th trng nh hin nay, i hi cng ty
cn c nhng mc tiu kinh doanh c th v da trn hon thnh, to cho
mnh mt v th vng vng. Trong giai on (2009 2014) cng ty cn t c
cc mc tiu sau:
i vi cng ty
- Tc tng trng doanh thu: 17 % - 19 % /nm
- Tc tng li nhun : 10 % / nm
- Nng cao hnh nh ca cng ty trong mt nh cung cp v khch hng
i vi lc lng bn hng
- Gia tng sn lng bn hng, gim thiu cc chi ph cn thit, t doanh thu
ra.
- Duy tr v pht trin mi quan h i vi khch hng c

- Xc nh ng khch hng mc tiu, tm kim v khai thc khch hng mi
c th thc hin tt cc mc tiu trn, cng ty cn c nhng nhng sch c
th v cng tc xc tin bn nh:
Khai thc v nh v li sn phm v hnh nh ca cng ty trong tm tr
khch hng.
Trc ht, cng ty xc nh c sn phm m cng ty ang kinh doanh ang
ng u trong tm tr ca khch hng t mi c nhng chnh sch c th.
Trong tnh trng kinh t nh hin nay, ngi tiu dng c xu hng tht cht chi
tiu, do vic chi tiu cho nhng sn phm t tin hoc khng qu cn thit. Khi
nh sn xut ang b ra khon chi ph khng l nhm c gng h tr nhn vin bn
hng bng cc hot ng qung co rm r trn cc phng tin truyn thng
a hnh nh ca sn phm tm tr ngi tiu dng th nh phn phi s h tr t
nh cung cp cng nh nhn vin bn hng trong cng tc qun l khch hng.
Thng qua cc thng tin v khch hng m nhn vin bn hng cung cp cho cng
SVTH : H Th nh Ngc
Trang 80
Kha lun tt nghip
ty, nh qun l s gi in thoi hoc s c nhng ln ving thm khch hng nh

k trong tun hoc thng to mi quan h gia khch hng vi cng ty, sn phm
ca cng ty c bn tt ti cc ca hng khng li ph thuc mt phn vo ngi
bn hng ti ca hng , v kh nng gii thiu sn phm ca h ti ngi tiu
dng. Chnh v th, m cc chnh sch chit khu cho cc ca hng ny rt quan
trng, cng nh cung cp nhng thng tin v sn phm cng sm cng tt. Khi lnh
o ca cng ty tham gia vo mi quan h gi chn khch hng ca nhn vin bn
hng to ra cho khch hng thy tm quan trng ca h i vi cng ty cng
nh to cho h lng tin
Nng cao hnh nh ca cc sn phm thng qua khng gian trng by ca
cc ca hng
i vi ngnh hng tiu dng nhanh vi rt nhiu sn phm i tr m cng ty
ang kinh doanh th cc hot ng qung co trn cc phng tin truyn thng
nh : tivi, bo ch, radio.. l rt quan trng. Tuy nhin, nhn thc tiu dng cng
nh xu hng chi tiu ca khch hng thay i nhiu, qung co khng c tin
tng nh ngy xa. Mt trong nhng cch qung co rt hu dng m cc tp
on ln nh Unilever, P&G, ang p dng chnh l cng thc nhn xem
mua c cc nh sn xut hng tiu dng nhanh khai thc trit khng ch
cc siu th ln m hin nay p dng cho cc ca hng bn l c ng khch.
Hu ht din tch trng by cc ca hng c tr tin trng by.
y l hnh thc qung co gn gi v d tip cn vi khch hng nht, chnh
v th cc cng ty lun c nhng chnh sch a i i vi cc ca hng ginh
c cc din tchch trng by sn phm ca cng ty trong gian hng ca h. Hnh
thc ny mi c p dng ti cng ty trong vi nm tr li y, tuy nhin n vn
cn nhng vn cn bt cp y. Do , cn a ra cc chin lc c th dnh
cho khch hng c th pht huy ti a hiu qu cng c qung co ny.
c c nhng khng gian trng by tt nht ti ca hng, cng ty cn c
nhng chnh sch a i v quyn li cho ch ca hng nh: h tr t, k trng
by sn phm, cc khon chit khu, cc giai thng v trng by hng thng bng
tin hoc hin vt c th nhm khuyn khch khch hng ly hng, tiu th sn
SVTH : H Th nh Ngc
Trang 81
Kha lun tt nghip
phm vi tinh thn phn khi, v mc tiu cui cng vn l tng doanh thu v li
nhun cho cng ty.
Pht trin chin lc marketing hng ni ca cng ty
Nu nh sn xut thc hin tt chin lc marketing hng ni tc l
truyn ti thng ip ca sn phm cung cng ty thng qua cc phng tin qung
co hng ngoi nh qua truyn hnh, poster qung co, trang vng c th mang
sn phm, dch v ca bn ti ng o khch hng tim nng th i vi nh phn
phi vic p dng chin lc marketing hng ngoi l cc k quan trng.
Chin dch marketing hng ni tc truyn ti thng ip qung b v sn
phm, dch v ca mnh cho nhng i tng quen bit. Xt v tng th, mc tiu
ca marketing hng ni l ti a ha cc ngun lc hin c bin c hi thnh
doanh thu. u im ca loi hnh marketing hng ni l tit kim chi ph v bit
chnh xc i tng mnh ang tip cn. Phng tin trin khai marketing hng
ni cng n gin v d kim sot hn nhiu, bao gm cc mng truyn thng ni
b nh t ri, website, knh chat ni b, cc s kin ca doanh nghip, b cc quy
nh ni b
Marketing hng ni l mt qu trnh lin tc v cn ti s sng to, h tr ti
a ca tng lp lnh o cng ty. Nhn chung, mt chin dch marketing hng ni
thnh cng cn hi t cc c im sau:
Th nht, doanh nghip cn t song song mc tiu ca t chc vi hnh vi
ca i ng nhn vin. Cn c vo tng v tr cng vic c th, hy chia s cc
nhn vin u nm c nh hng pht trin ca doanh nghip. Kt hp vi mi
trng lm vic, cc chnh sch phc li vic nhn vin c lin tc cp nht
nhng thng tin ny s khi dy thi lm vic tch cc, pht huy ht nng lc
ca mi c nhn.
Th hai, vn hnh v pht trin tt cc knh thng tin ni b, y mnh cc
hot ng xy dng vn ha doanh nghip. Li th ca nhng tin ch truyn thng
mi nh mng ni b (intranet), website ni b, newsletter ni b cn c tn
dng ti a.
SVTH : H Th nh Ngc
Trang 82
Kha lun tt nghip
Th ba, trong qu trnh trin khai, cng ty cng cn tm nim marketing l

mt qu trnh lin tc th nghim, kim tra kt qu v tin hnh nhng iu chnh
cn thit hng ti kt qu tt nht.
Hiu r th trng v la chn phn khc th trng hp l
Mt th trng sinh li bao gm tp hp nhng khch hng tim nng c
nhng nhu cu cha c p ng, cng ty cng nh trng vo s thiu ht
bao nhiu th h s cng quan tm v sn sng mua sn phm ca cng ty by
nhiu. Th trng ngy nay c qu nhiu cc i th cnh tranh. Hy la chn mt
phn khc th trng c th m cng ty c th mnh nht v tp trung vo , sau
y cng ty hon ton c th quan tm ti vic chuyn ti phn khc th trng
th hai. Khng nn nh dn vo tt c cc on th trng nh th d gp tht bi.
H tr cc chng trnh khuyn mi kch cu cho ngi tiu dng v
kh nng t doanh thu ng ch tiu m cng ty ra.
tt c cc ngnh hng hin nay, khuyn mi, tng sn phm km theo l
mt trong nhng hnh thc kch thch nhu cu tiu dng cng nh h tr nhn vin
bn hng tt hn trong tnh trng kinh t hin nay. Vi c im tiu dng ca
ngi dn Vit Nam l thch mua hng khi c khuyn mi km theo. Trong tng
lai, cng ty s c nhiu chng trnh khuyn mi ln cnh tranh vi cc i th
ln ang thm nhp th trng Vit Nam cng nh to iu kin cho nhn vin bn
hng t c ch tiu bn hng m cng ty giao.
Cc chng trnh h tr s nh mnh vo cc sn phm c kh nng b ngi
tiu dng ct gim c cho l khng cn thit hoc s i sang cc sn phm thay
th c gi thp hn nh: du x, sa ra mt, ht nem, nc x o qun
Xy dng mi quan h lu di i vi khch hng mi khai thc v duy tr
lng tin ca khch hng c i vi bn thn nhn vin bn hng cng nh i vi
cng.
Pht huy kh nng giao tip ca lc lng bn hng duy tr mi quan h lu
di i vi khch hng. i vi nhng khch hng mi khai thc cn c nhng
chnh sch h tr kch thch kh nng tiu th ca h cng nh to mi quan h
ban u v xy dng lng tin khch hng.
SVTH : H Th nh Ngc
Trang 83
Kha lun tt nghip
Xc nh ng i tng khch hng mc tiu, v hiu r khch hng
Hiu r ngi tiu th mt cch tng tn l bc u tin m bo cho hng

ha ca cng ty c tiu th tt. Ch khi bit r cc khch hng l ai, h mong
mun nhng g v iu g s khch l h mua sm, cng ty mi c th chun b
c mt k hoch marketing hiu qu. Khng nn nhm ln gia mong mun
v nhu cu. Mi ngi c th khng nht thit phi mua sm nhng g h cn,
nhng h chc chn s mua nhng g h mun. lm c nhng iu ny, i
hi s c gng ca nhng nhn vin bn hng rt ln, bi h chnh l nhng ngi
tip xc trc tip vi khch hng. Bn cnh , nh qun l cng h tr nhn vin
bn hng trong vic xc nh ng khch hng mc tiu ca mnh t c
nhng tc ng kp thi.
III. MT S GII PHP NNG CAO CNG TC QUN TR LC
LNG BN HNG CA NHM SN PHM UNILEVER TI CNG TY
TNHH DUY THANH TRONG GIAI ON ( 2009 2014)
1. Cng tc tuyn dng, hun luyn v o to pht trin lc lng bn
Thng qua phn phn tch thc trng phn II ta nhn thy cng tc tuyn
dng v hun luyn nhn vin ti cng ty TNHH Duy Thanh cn nhiu bt cp, do
cn c nhng chnh sch mi cho cng tc qun l nhn vin bn hng nhm
khuyn khch ng vin tinh thn lm vic ca lc lng bn hng em li hiu
qu cng vic tt hn trong thi k kinh t nh hin nay.
a. Tuyn dng nhn vin bn hng
So vi nhng doanh nghip khc th ti cng ty TNHH Duy Thanh ngun lc
cng ty la chn l khng nhiu. Khi doanh nghip tuyn nhn vin bn hng
hay cc gim st vin u c mt hn ch. Chnh v th, thit ngh, trong thi gian
ti khi doanh nghip c nhu cu tuyn dng th nn xem xt n nhiu yu t cng
nh m rng qui m tuyn la xc xut la chn c nhng nhn vin c ti
cng cao.
Khng nn tin cy vo mt hoc hai phng thc tuyn dng pht hin ra
ng vin ti nng. tuyn c ng vin ng , nn s dng nhiu cch thc
khc nhau, v d tin c nhn vin c uy tn trong cng ty, thng bo tuyn dng,
thu cng ty chuyn lm dch v tuyn dng, hoc hp tc vi chuyn vin gii.
SVTH : H Th nh Ngc
Trang 84
Kha lun tt nghip
Ngoi nhng bc tuyn dng truyn thng th cng ty c th tham kho thm
cc bc tuyn dng khc c th tm ra c nhn vin m chng ta cn.
Di y l mt s kin ng gp cho cng tc tuyn dng
Xc nh nhu cu
nhn lc
Qung co v tuyn m
Tuyn chn nhn vin
Sp xp nhn vin
Hng dn NV mi tip
xc cng vic
nh gi kt qu cng vic
Hnh 12: S tuyn dng nhn vin p dng cho cng ty

TNHH Duy Thanh trong thi gian (2009 2014)
Qu trnh tuyn dng cn c nhng bc cng vic chnh nh:
Bc 1 : Xc nh v tr cn b sung nhn s: y c th l v tr mi hoc thay th
mt nhn s khc ca cng chuyn cng tc
- Hon thnh phn tch cng vic: Cc nhim c cn thc hin, trch nhim
cng vic, cc iu kin lm vic
- Xy dng bng miu t cng vic

- c th gip nh qu l tm c ng vin ph hp cn cn son tho cc
tiu ch chn lc nhn vin.
Bc 2: Qung co v thng bo tuyn dng trn nhiu knh
- Khi thng bo tuyn dng trn nhiu knh khc nhau nh : dn thng bo
ni b, bn b nhn vin, n v o to, nhn vin ca cc cng khc.. s to ra
SVTH : H Th nh Ngc
Trang 85
Kha lun tt nghip
nhiu ngun cung ng v cng ty c th la chn c nhng nhn vin thc s c

nng lc
Bc 3: Tuyn chn nhn vin
- Tip nhn v chn lc h s ng vin
- Phng vn trc tip
Bc 4 : Sp xp nhn vin
- Chnh thc tip nhn nhn vin
- K hp ng vi nhn vin mi v phn b cng vic
Bc 5: Hng dn nhn vin mi tip xc vi cng vic
- To mi trng thn thin nhn vin mi lm vic
- Cho h bit nhng mong mun, k vng ca cng ty khi h c nhn vo
cng ty
- Cho nhn vin mi hiu v tnh hnh chung ca cng ty hin nay
Bc 6: nh gi kt qu
-
Da trn kt qu ban u nhn vin mi lm c trong 2 thng u tin
c th nhn xt v kh nng v cc yu cu cn cho v tr c c m bo

khng.
i vi i ng bn hng th c 2 v tr cn tuyn l: nhn vin bn hng v
cc gim st, qun l nhn vin bn hng
Tin hnh phng vn tuyn dng nhn vin bn hng
y l mt c hi tt nh gi c mc nm bt cng vic bn hng

qua phng vn trc tip. Nu h khng th bn kh nng ca h cho bn th h rt
kh c th bn c hng ha hoc cn ca cng ty cho khch hng mt cch hiu
qu
Tm hiu thng tin v cc kt qu bn hng trc y ca ng c vin, v d
nh s lng hng h bn c cho doanh nghip trc v ngi gii thiu
ngi c th xc nhn thng tin m ng vin ca cng ty cung cp.
Sc chu ng, tnh khn trng, kh nng thuyt phc, kh nng tp trung,
tnh quyt on, tnh ha ng v tnh nng ng l nhng nng lc c nhn to
nn mt nhn vin bn hng gii. Cng ty hy kim tra xem liu cc ng c vin
c ph hp i din cho doanh nghip trc cng chng hay khng.
SVTH : H Th nh Ngc
Trang 86
Kha lun tt nghip
Tin hnh phng vn tuyn dng qun l i ng nhn vin bn hng
i ng bn hng lm vic tt hn v tin t doanh s v cc ch tiu

m cng ra th cn c nhng qun l, gim st thc s c nng lc.
c th qun l c i ng bn hng c b dy kinh nghim v tui tc
nhn i bn hng Unilever ti cng ty TNHH Duy Thanh th i hi cc nh qun
l, gim st phi c nhng kin thc, k nng vng vng, cch ng x giao tip v
chu c p lc cng vic cao.
Trc ht ngun tuyn dng ca cng ty nn bt ngun t chnh nhn vin bn
hng ca cng ty, hy cho h mt c hi nu h thc s c y cc yu cu ca
cng ty ra, v hn ai ht h l nhng ngi hiu r cng vic v cc hot ng
ca cng ty cng nh con ngi trong .
Cc yu cu m cc ng vin gim st bn hng cn c:
+ Bit lp k hoch v phn b doanh s, chi ph, nhn lc, phng tin, tin
, chng trnh v s kin bn hng
+ Bit lp v trin khai k hoch pht trin th trng v khch hng mi,
chm sc khch hng
+ Bit lp v thc hin cc bo co kim sot bn hng
+ c rn luyn v trau di cc phm cht: cam kt, chu c p lc, ch
tin th, nng ng, sng to.
+ Bit nh gi thnh tch, i ng v to ng lc cho nhn vin bn hng
Gim st bn hng l nhng ngi kh quan trng, h l chic cu ni gia
nh lnh o ca cng ty vi cc nhn vin bn hng, nhn vin bn hng c t
c doanh s cao hay khng cng nh chm sc khch hng tt hay khng cn
ph thuc vo s quan tm, nhc nh ca cc gim st. Do , la chn mt ngi
ng c vo v tr ny i hi lnh o cng cng ty cn c cch nhn v con ngi
kh k.
b. Hun luyn nhn vin bn hng
Hun luyn nhn vin l mt trong nhng bc rt quan trng quyt nh
n kh nng tng doanh thu ca cng ty. Cng tc o to rn luyn k nng cho
nhn vin khng ch p dng i vi nhn vin bn hng mi gia nhp i bn
SVTH : H Th nh Ngc
Trang 87
Kha lun tt nghip
hng cng nh cc nh gim st, qun l m cn p dng cho tt c cc nhn vin,

k c cc nhn vin c thnh tch bn hng gii trong qu kh.
Chin lc hin ti v trin vng pht trin ca mt cng ty thnh cng hay
khng hu ht u gn lin vi mt i ng bn hng c k nng. Chin lc chm
sc khch hng khng th thc hin c nu khng c i ng bn hng c
hun luyn tt. Chnh v th, cc chng trnh hun luyn lc lng bn hng l
cn c nhng k hoch c th v c thc hin tt. Di y l mt s kin
tham kho cho cng tc hun luyn dnh cho cc gim st bn hng v nhn vin
bn hng dnh cho i bn hng Unilever ti cng cng ty TNHH Duy Thanh
i vi nhng nhn vin mi tham gia vo i bn hng, cng ty nn to cho
h mi trng lm vic thn thin, gn gi gip h ho nhp cng vic tt. Ngoi
ra, phi cung cp cho h nhng k nng v kin thc cn thit ca sn phm cng
nh ngh sale nh:
- Ngi bn hng phi hiu r sn phm mnh ang bn, gi nim yt, cch s
dng, nhng c im khc bit ni tri so vi cc sn phm tng t khc. Ch
ng cp n cc sn phm mi trc khi khch hng hi. Nhng u vit cng
nh nhng hn ch tng th trng khc nhau khi em so snh vi nhng hng
cnh tranh.
- i vi nhng khch hng ln u tin s dng sn phm m cng ty v i

th cnh tranh kinh doanh, nhn vin bn hng nn c s quan tm c bit. Hng
dn cn thn, kin tr lng nghe v nn kim tra xem khch hng c hi lng hay
gp trc trc g khng.
- Phi a ra nhng gip php, cng nh nhiu s la chn khc nhau

khch hng c c hi so snh. N s gip khch hng c c hi cn, ong, o,
m... tm ra c nhng tin ch khi h s dng sn phm ca cng ty.
- Lun nh rng khi i mua hng, khch hng lun th b ng v h thiu

nim tin. Nhn cn to du n trc khch hng bng cch tr li r rng v chi
tit mi thc mc. Ngoi ra, hy tm hiu tht thu nhng iu khin khch hng
"thc mc" v bt an t a ra li khuyn hiu qu nht.
- Cn c nhiu cch tip cn vi tng i tng khch hng khc nhau sao
cho ph hp nht.
SVTH : H Th nh Ngc
Trang 88
Kha lun tt nghip
- Ch ng nm r s lng hng cn trong kho. Nu c sn phm no khng

cn, cn kho lo hng khch hng sang mt sn phm tng t.
c th cung cp cho nhn vin bn hng nhng kin thc v k nng c
bn th cng ty nn c nhng k hoch hun luyn c th nh:
- Hng nm nn c nhng bui nhng bui training v sn phm, k nng bn

hng, cc bi hc kinh nghim nhng ngi tht bi v thnh cng nn c t
nht 2 ln/nm.
- Bn cnh vic cho mt nhn vin mi i cng mt nhn vin c c y kinh
nghim hc hi th cn thit nn chng cho h nhng bui hc l thuyt v thc
hnh c th.
i vi nhng ngnh hng ca Unilever trong thi gian khng t ch tiu
ra tc tng trng gim nh : m phm v du gi th bn cnh s h tr t
nh cung cp l cc chng trnh khuyn mi, qung co th pha nh phn phi s
c nhim v h tr, thc y nhn vin bn hng c gng t v vt ch tiu
ra. Bng nhiu cch khch nhau. Nhn chung, tt c cc mt hng ca Unilever u
bn kh tt, song do xu hng khng hong kinh t, ngi tiu dng ct gim chi
tiu th vic gia tng nng xut bn i vi nhn vin bn hng cng l mt p lc
kh ln. nhn vin bn hng c th lm tt hn trong tnh hnh hin nay th cng
ty cn c nhng chnh sch khuyn khch, thng pht hp l ng vin tinh
thn lm vic ca mi ngi.
2. Chnh sch tin lng v ng vin lc lng bn hng
Trong qu trnh tm hiu cng tc qun tr lc lc lng bn hng ca nhm
sn phm Unilever ti cng ty TNHH Duy Thanh nhn thy vn cn nhiu vn
bt cp, do , thit ngh nn c nhng gii php mi cho cng tc qun l i
ng bn hng ti cng ty.
a. Chnh sch tin lng dnh cho nhn vin bn hng Unilever
Mc d, chnh sch lng dnh cho nhn vin bn hng ca Unilever ti cng
ty TNHH Duy Thanh so vi cc i th cnh tranh trong ngnh l n. Tuy nhin,
do tnh hnh pht trin chung ca cng ty, ch tiu doanh s t ra qu cao m %
hoa hng tnh lng khng thay i s to ra p lc cho nhn vin bn hng v
SVTH : H Th nh Ngc
Trang 89
Kha lun tt nghip
khng khuyn khch c tinh thn lm vic ca h. Do , thit ngh cn c s

thay i hp l trong cch tnh li lng cho nhn vin bn hng nh sau:
Bng 13 : Bng tiu ch xc nh qu lng cho nhn vin bn hng ca
cng ty trong giai on(2009-2014)
VT: %
Cc ch tiu
T l % trn tng lng thc lnh T l % trn tng lng thc lnh
(Nu NVBH t >85% ch tiu)
(Nu NVBH t <85% ch tiu)
1. Doanh s
2. S ho n
3. bao ph th trng
4. SKU/ho n
70
10
10
10
65
5
5
5
Bng h s ny c th thay i cho ph hp vi doanh s m cng ty t ra

cng nh bin ng nhu cu trn th trng.
Vic nng mc % doanh s ln nhm to c hi cho nhn vin lm vic tch
cc hn, thu nhp tt hn c iu kin nng cao i sng cng nh to s tin
tng ca nhn vin i vi cng ty trong thi k kh khn chung.
S d, nn tnh lng t ch tiu khi nhn vin bn hng t > 85 % cc ch
tiu v mc doanh s m cng ty t ra cho h kh ln nu kh nng hon thnh
cc ch tiu >95 % th s p nhn vin v tnh hnh lng s khng ci thin. Do
, nn tng 70 % doanh s v gim t l hon thnh ch tiu > 85 % l ph hp.
Bn cnh ch thay i lng, cng ty cn h tr thm cc khon v xng
xe cho nhn vin bn hng cng nh c mc pht hp l khi nhn vin qui phm
ni qui ca cng ty ra, mua bo him cho nhn vin bn hng .
b. ng vin bng cc chnh sch i ng khc
Bn cnh mc lng hp dn th nhng chnh u i, quan tm n cuc sng
ca nhn vin s l yu t gip nhn vin trung thnh hn v lm vic ht mnh v
cng ty. Cc chnh sch ng vin dnh cho nhn vin bn hng nh:
- Quan tm n i sng v c nhng cch h tr kp thi khi gia nh ca

nhn vin gp kh khn nh: au m, nh hng ca thin tai, ..
- Xy dng mi trng vn ho cng ty c th
SVTH : H Th nh Ngc
Trang 90
Kha lun tt nghip
+ K hoch v mc tiu chin lc ca cng ty c nh hng r rng trn

c s khch quan, c s cam kt ca tt c thnh vin
+ Hnh nh, biu tng, truyn thng, h thng cc chnh sch, quy nh ca
cng, nhng n np "bt thnh vn" nh s trung thc v tin tng ln nhau, u
tranh thng thn, s quan tm v gip ln nhau v.v . . .
- To cho tt c nhn nhn vin bn hng bit h c c hi thng tin trong
cng ty nu h bit c gng v trau di kin thc ch khng nht phi ng im mt
ch.
- Hng tun ch cn c 3 bui hp chnh cc gim st theo di tin t
doanh s, trin khai cc chng trnh khuyn mibn cnh , y cng l ni
nhn vin c th ni ln nhng suy ngh, nguyn vng i vi cng ty cng nh
chia s vi cng ty nhng kh khn m h gp phi khi lm vic.
Cng ty nn a ra cc tiu ch nh gi nhn vin c th t c mc
nh gi, nhn xt hp l nht. Di y, l bng tiu chun nh gi ngh:
Bng 14: Cc tiu chun nh gi nh lng i vi lc lng bn hng
Unilever ti cng ty TNHH Duy Thanh trong giai on
( 2009 -2014)
Tiu chun nh gi
Ni dung nh gi
1. Kh nng t ch tiu v Sn lng bn thc t m nhn vin bn hng
doanh s trong thng, qu, t c trong thng, qu, nm ti khu vc th
nm m cng ty yu cu
trng ca h
2. S lng khch hng mi S khch hng mi m nhn vin bn hng tip
hng thng, qu, nm m cn v bn c sn phm ca cng ty, s
NVBH khai thc c
lng khch hng s lm cn c nh gi
NVBH
3. T l thc hin c so L t s gia kt qu thc t t c so vi
vi ch tiu thng, qu, nm
ch tiu ra ca mi NVBH trong k
4. T l tng trng th phn L t s chnh lch th phn ca cng ty trong
so vi k trc
mt khu vc bn hng gia k ny so vi k

trc ca NVBH
Bng 15: Cc tiu chun nh gi nh tnh i vi lc lng bn hng

Unilever ti cng ty TNHH Duy Thanh trong giai on
SVTH : H Th nh Ngc
Trang 91
Kha lun tt nghip

( 2009 -2014)
Tiu chun nh gi
1. Chuyn cn
2. Ti
Ni dung nh gi
Nhn vin bn hng i lm ng gi qui nh ca cng ty, m bo s
ngy lm vic trong thng

vn phng, NVBH i lm phi n mc ng phc, t cch chng chc, linh hot,
phng hp
3. Kh nng lnh o
nng ng.
Kh nng thuyt phc v hng dn cc nhn vin thc hin tt c cc
mc tiu kinh doanh ca cng ty, bn hng mt cch nhit tnh

4. Kh nng gii quyt Nhn vin bn hng c kh nng gii quyt cc thc mc ca khch
cc thc mc, khiu v sn phm, chnh sch gi bn, cc chng trnh khuyn mimt
ni ca khch hng
cch nhanh nhn, chnh xc to s hi lng khch hng
5. Kh nng thu thp Nhn vin phi bit thu thp thng tin xung quanh cng vic ca mnh
thng tin
nh : khch hng, i th cnh tranh
6. Kh nng xut NVBH c th thng qua kinh nghim ca mnh mnh dn a ra cc
cc gii php bn hng gii php bn hng tt nht cho cng ty
tt
7. Kh nng ra quyt NVBH phi c tnh quyt on trong cng vic, bit ra nhng quyt
nh
nh kp thi, hp l trong tng trng hp nhng trong quyn hn
cho php ca mnh

8. Kin thc v i th Nm c im mnh, im yu ca i th cnh tranh trn cng khu
cnh tranh
vc bn hng ca mnh c th a ra nhng cch bn hng hp l
9. Kin thc v sn Nm r cc c im, cch thc s dng, cc chng trnh khuyn
phm
mi v cc u th ca sn phm mnh ang bn so vi i th cnh
tranh
10. S hiu bit v Nm bit c tm l khch hng, thi quen ly hng, cc sn phm
khch hng
h tiu th mnh nht, h thch nhng hnh thc khuyn mi noto
11. Tnh trung thc
s gn gi v tin tng ca khch hng vi NVBH

Tt c nhn vin u phi trung thc trong tt c cc vn nh: cng
vic, cuc sngi vi cng ty, i BH, v chnh bn thn mnh
Thng qua 2 bng tiu ch nh gi trn cng ty c th a ra cc hnh thc

thng pht ng n v cng bng. Cc gim st vin nn theo di st v c nhn
nhn xt chnh xc, trung thc i vi nhn vin bn hng. T , lnh o cng ty
c th kim tra nhn vin bn hng k hn, c nhng chnh sch u i cng nh
nhng mc pht hp l to ra s tho mi trong cng vic gia nhn vin v cp
trn.
SVTH : H Th nh Ngc
Trang 92
Kha lun tt nghip
c th hiu hn tc dng ca cc tiu ch nh gi trn, xin a ra mt v

d c th chng minh rng, cc gii php ny c kh nng mang li hiu qu cho
cng tc qun l lc lng bn hng ti cng ty.
V d: Nhn vin A bn PC2 (m phm, sa tm) ti khu vc 1 vi cc ch
tiu c giao:
Ch tiu
Doanh s
S ho n
bao ph th trng
SKU/ ho n
Thng 2/2009
300 triu
400 ho n
150 ca hng
6 sn phm
+ TH1: Nhn vin bn hng A t c > 80% mi ch tiu c giao

Lng thc lnh = doanh s t c * 1,5%
Lng thc lnh = 300,000,000 * 1,5% = 4,500,0000 (VN)

+ TH2: Nhn vin bn hng A t c < 80% mi ch tiu c giao
Gi s, doanh s t trong thng l 230 triu, s ho n l 300, bao ph th
trng l 148 quy, v c 5 SKU/ho n
Lng thc lnh = doanh s t c * 1,5% * (65% + 5% + 5% +5%)
Lng thc lnh = 230,000,000 *1,5% * (65% + 5% + 5% +5%) =
2,760,000 (VN)
+ TH3: C mt ch tiu di < 80%
Gi s, doanh s t 230 triu, v cc ch tiu cn li u hon thnh tt, th
lng nhn vin bn hng nhn c
Lng thc lnh = Doanh s t c * 1,5% * (65 % + 10%
+ 10% + 10 %)
Lng thc lnh = 230,000,000 * 1,5%* ( 65 % + 10 % + 10 % + 10%) =

3,277,500 ( VN)
Ngoi cch tnh lng c bn trn, th cng ty c th da trn cc tiu ch
c th to ra nhng mc thng khc nhau cng nh mc pht. Gim st trc tip
cc nhn vin bn hng c mt bng theo di tnh im ca nhn vin trong tun
nh sau:
-
Trong 6 ngy lm vic nhn vin A c 2 bui i lm tr 5p ( tr 1 im)
SVTH : H Th nh Ngc
Trang 93
Kha lun tt nghip

-
C mt ngy khng mc o ng phc i lm s c nhc nh nhng c
ln th 2 s b tr im 1 im
-
Trong qu trnh i th trng nu tr li c tt c cc thc mc ca khch
hng v cc chng trnh khuyn mi, thng tin v sn phm( cng 1 im)
-
Trong cc cuc hp hng tun ca i bn hng, nu a ra cc phng
php bn hng mi, c tnh sng to v kh thi th c khuyn khch (cng 1

im)
-
Nm r c cc i th cnh tranh trong cng khu vc ca mnh: u im,
nhc imv chia s thng tin vi c i ( cng 1 im)

-
Doanh nghip nn tng kt sau 2 thng, nh th c th tit kim c chi ph cho

cng ty v to c hi cho nhn vin phn u, kt qu c xt nh sau:
- Nu nhn vin A c nhiu im cng hn im tr 5 im v mt trong ch
tiu v s ho n hoc bao ph th trng hoc SKU/ ho n khng t th c
th xem xt khuyn khch, b tr cho nhau.
- Nhn vin A hon thnh tt mi ch tiu, c nhiu im cng th nn khen
thng bng hnh thc tuyn dng v cc phiu ng vin tinh thn nh: 1 cp v
i xem phim, hoc 1 phiu ung cafe min ph ti tng 24 ca khch sn Hong
Anh Gia Lai,.
- Nhn vin A c nhiu im tr hn, th cn c s nhc nh kp thi, nu trong
thi gian theo di, kim tra m vn khng tin b cng ty nn xem xt n vn
thay th nhn vin khc. V mt doanh nghip mun pht trin mnh cn c nhng
nhn vin tn trng k lut ca cng ty v nhng ngi c thc tt.
3. Mt s gii php khc
a.
T chc cc hot ng ngoi kho tng tinh thn giao lu
on kt gia cc nhn vin bn hng vi cc nhn vin khc ca cng ty cng

nh cc b qun l, lnh o cng ty.
Cc hot ng ny nn t chc theo qu, hoc t nht 2 ln/ nm vo cc ngy
l ln trong nm nh : ngy 30-4 v 1-5, 2-9..y l nhng ngy l ln m tt c
SVTH : H Th nh Ngc
Trang 94
Kha lun tt nghip
cc doanh nghip u c ngh v cng c thi gian cng ty c th t chc cc

bui i du lch hoc picnic trong khu vc gn. Trong nhng dp nh th ny, cc v
lnh o ca cng ty cng nh cc gim st qun l trc tip nhn vin bn hng
cn phi tham gia to ng lc cho nhn vin hng ng tch cc.
V cng ty TNHH Duy Thanh l mt cng ty t nhn, nn khng c nhng cc
b on th nh c quan nh nc chm lo i sng tinh thn cho nhn vin.
Chnh v th, hot ng ny kh quan trng, to ra s gn gi gia nhn vin cng
ty ni chung v lnh o, cng nh to ra khng kh giao lu cc nhn vin
trong cng ty hiu nhau hn, tng tnh on kt gip nhau trong cuc sng cng
nh cng vic.
Bn cnh , nhng nhn vin c th i cng v con, hoc ngi yu t ,
cc v lnh o c th hiu hn v cuc sng ca nhn vin mnh to nhng iu
kin tt nht cho nhn vin lm vic.
Ngun kinh ph dnh cho cc hot ng ny, trc ht s da trn tinh thn t
nguyn tham gia v ng gp ca tt c cc thnh vin tham gia, cn li cng ty c
th trch ra t ngun li nhun ca mnh.
b. To cc hot ng giao lu dnh cho nhn vin bn hng v nhng khch
hng ca h
i vi nh cung cp, h ch dnh cc gii thng i du lch cho nhng khch
hng c im trng by cao nht trong nm v bn tt nht trong nm. Nhng
chng trnh ny khng to ra s gn gi gia nhn vin bn hng v khch hng.
Do , thit ngh cn ci cch chng trnh ny.
Da trn tinh thn khuyn khch khch hng u i din tch quy trng
by sn phm ca cng ty, cng nh bn sn phm ca cng ty mt mc nht
nh. Bn cnh , xt v s trung thnh ca khch hng i vi cng ty cng nh
i vi nhn vin bn hng.u nm, cng ty nn xin kinh ph t nh cung cp,
trch mt phn li nhun ca mnh, t chc mt ngy picnic dnh ring cho nhn
vin bn hng v khch hng ca h. i din lnh o cng ty nn tham gia
chng trnh ny to nn uy tn v nim tin cho khch hng.
Trong chng trnh ny, c th t chc cc cuc thi tm hiu v cng ty, nh
cung cp, cc chng khuyn mi, sn phm, n cc vn ca cuc sng xung
SVTH : H Th nh Ngc
Trang 95
Kha lun tt nghip
cho khch hng v cc nhn vin. Chia ra thnh cc i khc nhau, mi mt i l

1 nhn vin bn hng + 1 khch hng ca h. kim tra s hiu nhau v n ca
h nh th no..T cc hot ng nh th s to nn mi quan h gn gi, cho
khch hng mt cm gic rng h cng l mt thnh vin trong cng ty, h cng
chnh l nhng ngi mang li li nhun cho doanh nghip.
Nhng mn qu vt cht khng to nn gi tr ln bng gi tr tinh thn m
cng ty dnh cho h. Mt yu t quan trng cho tt c nhng ngi ngi ti ca
hng bn hng quanh nm l h mong mun c mt thi gian vui chi gii tr thc
s, ni h c th by t nhng tm t tnh cm, sau mt nm lm n vt v. Nu
khch hng thc s thch th vi chng trnh ny, th sut mt nm h s c gng
bn hng tt nht c th tham gia mt chng trnh c bit nh th.
y l chng trnh rt thit thc nu mt cng ty thc s quan tm n
khch hng ca mnh. Trong tnh hnh hin nay, mt doanh nghip mun duy tr
nim tin v lng trung thnh ca khch hng l rt quan trng.
KT LUN
Thng qua qu trnh phn tch tnh hnh kinh doanh cng nh cng tc qun tr
lc lng bn hng thuc nhm sn phm Unilever ti cng ty TNHH Duy Thanh
SVTH : H Th nh Ngc
Trang 96
Kha lun tt nghip
em rt ra mt s mt cn hn ch cng nh nhng mt tch cc m cng ty

t c trong thi gian ( 2006 2008). Trn tinh thn , em a ra cc gii
php nhm khc phc cc mt cn hn ch cng nh cn pht huy cc mt mnh
ang c ca cng ty.
Do qu trnh thc t cn hn ch nn em cha tm hiu c tt c cc vn
ca cng ty. Kin thc cha , nn cc gii php a ra c th cn mang tnh l
thuyt. Tuy nhin, vi mong mun cng ty c th xy dng c mt ngun lc
vng mnh c v ti chnh ln con ngi c th pht trin vng mnh, nng cao
kh nng cnh tranh trn th trng th gii trong tng lai, em hy vng cc gii
php trn c th gip ch c cho doanh nghip trong thi gian n.
DANH MC CC TI LIU THAM KHO

1.
Qun tr bn hng James M. Comer
2.
Qun tr marketing Philip Kotler
3.
Qun tr ti chnh TS. Nguyn Thanh Lim
SVTH : H Th nh Ngc
Trang 97
Kha lun tt nghip
4. Qun tr ngun nhn lc Gio trnh trng i hc kinh t

Nng bin son- Nh xut bn thng k
5. Tp ch Marketing
6. www.chungta.com
7.
www.chienluocmarketing.com.vn.
8.
www. Gooogle.com.vn
9. www.vnexpress.net
LI CM N
hon thnh c lun vn tt nghip ny em xin by t lng bit n su
sc n qu tht c trong khoa qun tr kinh doanh, trng i hc Duy Tn tn
tnh ging dy v cung cp cho em nhiu kin thc qu bu trong qu trnh rn
SVTH : H Th nh Ngc
Trang 98
Kha lun tt nghip
luyn v hc tp ti trng. c bit, em xin chn thnh cm n c gio Th.s Trn

Th Nh Lm trc tip hng dn, ch bo tn tnh cho em trong qu trnh thc
hin ti.
Em xin chn thnh cm n Gim c cng ty TNHH Duy Thanh, ch Trn Th
Thu Hng to iu kin cho em c c hi p dng cc kin thc hc trong
qu trnh thc t ti cng ty. c bit, em xin chn thnh cm n cc anh ch trong
i bn hng Unilever gip , ch bo tn tnh v to iu kin cho em hc hi
kinh nghim bn hng trong qu trnh thc tp v cc anh ch phng k ton
cung cp cho em cc s liu cn thit em hon thnh ti ny.
Do trnh v kin thc c hn, thi gian nghin cu cng nh cc ti liu
tham kho cn t nn lun vn khng trnh nhng thiu st, em mong nhn c s
quan tm, gp ca qu thy c v cc lnh o cng ty lun vn ca em c
c tnh st thc v hon thin hn.
Cui cng, em xin gi li knh chc sc kho n ton th qu thy c v cc
anh ch ti cng ty TNHH Duy Thanh, ng thi em xin chc cho cng ty ngy
cng pht trin, vn cao, vn xa hn na v tr thnh mt trong nhng nh phn
phi ln nht ti khu vc min trung.
Em xin chn thnh cm n!
Sinh vin thc hin
H Th nh Ngc
NHN XT CA C QUAN THC TP

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SVTH : H Th nh Ngc
Trang 99
Kha lun tt nghip
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Tp Nng, ngythngnm 2009
SVTH : H Th nh Ngc
Trang 100
Kha lun tt nghip
NHN XT CA GVHD
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SVTH : H Th nh Ngc
Trang 101
Kha lun tt nghip
NHN XT CA HI NG PHN BIN

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SVTH : H Th nh Ngc
Trang 102

Mot So Giai Phap Nang Cao Cong Tac Quan Tri Luc Luong Ban Hang Cua Nhom San Pham Unilever Tai Cong Ty TNHH Duy Thanh

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Mot So Giai Phap Nang Cao Cong Tac Quan Tri Luc Luong Ban Hang Cua Nhom San Pham Unilever Tai Cong Ty TNHH Duy Thanh

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Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

a. Lc lng bn hng ring...................................................................................19

Gii thiu v cng ty TNHH Duy Thanh ...............................................................27

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Hot ng Marketing ti cng ty TNHH Duy Thanh...........................................49

Chnh sch sn phm..................................................................................................49

Chnh sch gi.............................................................................................................49

Chnh sch phn phi.................................................................................................50

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Chng trnh khuych trng, c ng..................................................................51

2. Kt qu hot ng kinh danh ca cng ty TNHH Duy Thanh trong giai

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Phn III. MT S GII PHP NNG CAO CNG TC QUN TR LC

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

2. Chnh sch tin lng v ng vin lc lng bn hng................................87

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

bng n ca khoa hc cng ngh v s thay i v vn ho, x hi i hi

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

tc qun l lc lng bn hng ngy cng hon thin hn v kt qu hot ng

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Phn phi ( Place)

Truyn thng, c ng ( Promotion)

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

II. LC LNG BN HNG

Lc lng bn hng thc hin cc mi lin h gia doanh nghip vi

cc i tng kinh doanh trong v ngoi nc.Tt c cc vic trong doanh

Lc lng bn hng c th thm d bit thm v cc vng mc ca

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

nh mc tiu thm ving, cch tip xc. Ngi bn bt u ra mt chin

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Qun tr lc lng bn hng l vic phn tch, lp k hoch, thc thi v

Ban quan tr ban

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

H nh 2: Cu trc lc lng bn hng theo a l

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm

Hnh 3: Cu trc lc lng bn hng theo sn phm

- K nng bn hng c pht trin, kin thc v sn phm v khch hng

- Tn km chi ph o to nhn vin bn hng chuyn mn ha sn phm.

Kho lun tt nghip

GVHD : ThS. Trn Th Nh Lm