Professional Documents
Culture Documents
V QUC HUY
-1-
MC LC
LI M U ---------------------------------------------------------------------------------------------------------------- 1
1. L do chn ti nghin cu:----------------------------------------------------------------------------------------- 6
2. Mc tiu nghin cu:------------------------------------------------------------------------------------------------------ 6
3. Phm vi nghin cu: ------------------------------------------------------------------------------------------------------ 6
4. Phng php nghin cu:----------------------------------------------------------------------------------------------- 7
5. Kt cu ca lun n: ------------------------------------------------------------------------------------------------------ 7
Ma
Ma
Ma
Ma
trn
trn
trn
trn
15
16
16
18
-2-
24
24
27
28
29
32
32
34
35
36
37
2.2.2 Mi trng vi m: ---------------------------------------------------------------------2.2.2.1 i th cnh tranh: ----------------------------------------------------------------2.2.2.2 Khch hng: -----------------------------------------------------------------------2.2.2.3 Nh cung cp: ---------------------------------------------------------------------2.2.2.4 Sn phm thay th: ---------------------------------------------------------------2.2.2.5 Ro cn xm nhp ngnh: ----------------------------------------------------------
37
37
39
39
39
40
Sn xut ---------------------------------------------------------------------------------Nghin cu pht trin -------------------------------------------------------------------Maketing ---------------------------------------------------------------------------------Qun l ngun nhn lc: -----------------------------------------------------------------
40
43
43
46
-3-
-4-
31
K hiu
Bng 2.1
Bng 2.2
Bng 2.3
Bng 2.4
Bng 2.5
Bng 2.6
Bng 2.7
Bng 2.8
Bng 2.9
Bng 2.10
Bng 2.11
Bng 2.12
Bng 2.13
Bng 3.1
Bng 3.2
Bng 3.3
Bng 3.4
Bng 3.5
Hnh 2.1
Hnh 2.2
S 1.1
S 1.2
S 1.3
S 1.4
S 1.5
S 2.1
S 2.2
Tn
Doanh thu tng nhm sn phm qua cc nm
Li gp tng nhm sn phm qua cc nm
Mt s ch tiu t c trong hai nm 2004-2005
Cc khon phi thu
Cc khon phi tr
Cc ch tiu ti chnh ch yu
Tc tng trng GDP ca Vit Nam giai an 1995-2006
GDP bnh qun u ngi t nm 1995-2006
Dn s trung bnh phn theo gii tnh, phn theo thnh th, nng thn
Cc i th cnh tranh chnh ca Kinh
Ma trn SWOT
Ma trn nh gi cc yu t bn ngoi Cng ty CP Kinh
Ma trn nh gi ni b Cng ty CP Kinh
Bng c lng dung lng t.trng bnh ko V.Nam n nm 2015
Doanh thu ca Cng ty CP Kinh 10 nm gn y
Thit lp phng trnh d bo
D bo doanh thu Cng ty CP Kinh n 2015
Mt s ch tiu ca Cng ty C phn Kinh n 2015
Logo ca Cty CP Kinh
Mt bakery Kinh ti Tp.HCM
Quy trnh qun tr chin lc
Mi trng vi m (Michael Porter)
M hnh li th cnh tranh ca Michael E. Porter
Mi trng bn trong
Ma trn SWOT
H thng cc cng ty thnh vin
S t chc Cng ty CP Kinh
32
S 2.3
22
33
S 2.4
24
01
02
03
04
05
06
08
09
07
10
11
12
13
14
15
16
17
18
23
24
25
26
27
28
29
30
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Trang
22
23
24
26
26
27
28
28
31
33
42
43
44
47
48
48
49
49
16
18
4
6
8
8
12
16
19
LI M U
1.
t thnh cng, gp phn a ngnh ch bin lng thc, thc phm ca Tp.HCM ni
ring v ca c nc ni chung ln mt tm cao mi.Tuy nhin, Vit Nam va mi
gia nhp T chc Thng mi th gii (WTO), mi trng kinh doanh chc chn s
c nhiu thay i, nu ch da vo cc u th v kinh nghim kinh doanh trc y th
Kinh s khng th ng vng v tip tc pht trin. Vi mong mun gp phn tm
ra hng i nhm gi vng c v th ca Kinh trong tng lai, ng thi, nhm
vn dng nhng kin thc c hc chng trnh cao hc, chng ti chn ti
nghin cu Chin lc kinh doanh Cng ty C phn Kinh n nm 2015 vit
lun vn thc s kinh t.
2.
Khng gian nghin cu: Th trng bnh ko ti Tp.HCM v cc tnh thnh khc
Kinh l mt tp on nhiu cng ty con sn xut kinh doanh nhiu ngnh ngh khc nhau (bnh ko, nc gii
kht, bt ng sn). y, chng ti ch tp trung nghin cu lnh vc sn xut bnh ko.
-6-
Thi gian nghin cu: ti tp trung nghin cu tnh hnh sn xut kinh doanh
Chng ti s dng cc phng php sau thc hin ti: Phng php
nghin cu m t, thu thp s liu, tng hp, phn tch tnh hnh hat ng sn xut
kinh doanh ca Cng ty c phn Kinh .
5.
Kt cu ca lun n:
Chng 1: C s l lun
Chng 2: Phn tch tnh hnh hat ng sn xut kinh doanh ca Cng ty C
phn Kinh .
-
Kinh n 2015
Vi kin thc, iu kin v kh nng c hn nn lun n khng trnh khi nhng
thiu st. Knh mong nhn c s ng gp kin ca Qy Thy C v Hi ng
bo v lun n c han chnh hn.
V tnh bo mt ca thng tin nn chng ti ch tip cn c ngun thng tin ca hai nm ti chnh 2005-2006.
-7-
CHNG I: C S L LUN CA
HOCH NH CHIN LC DOANH NGHIP
1.1 KHI NIM CHIN LC V HOCH NH CHIN LC:
1.1.1 Khi nim chin lc:
Khi nim chin lc xut hin t lu, n bt ngun t lnh vc qun s. Hin nay,
c rt nhiu khi nim khc nhau v chin lc:
-
di hn ca doanh nghip, ng thi chn cch thc hoc qu trnh hnh ng v phn b
ngun ti nguyn thc hin mc tiu .
-
Theo nh ngha ca Ts. Nguyn Th Lin Dip: Chin lc l chng trnh hnh ng
tng qut hng ti vic thc hin mc tiu ra. Chin lc khng nhm vch ra c
th lm th no c th t c mc tiu v l nhim v ca v s cc chng trnh h
tr, cc chin lc chc nng khc. Chin lc ch to ra ci khung hng dn t duy v
hnh ng.
1.1.2 Qun tr chin lc:
-
hach nh cc mc tiu ca t chc, ra, t chc, thc hin v kim tra vic thc hin cc
quyt nh nhm t c cc mc tiu , trong mi trng hin ti cng nh tng lai.
1.1.3 Vai tr ca chin lc i vi doanh nghip:
-
-8-
Tng ng vi 3 nhm chin lc, theo Ts. Nguyn Th Lin Dip trong tc tc phm
Chin lc v chnh sch kinh doanh ta c 3 cch tip cn khc nhau trong qu trnh qun tr
chin lc:
+ Cch tip cn v mi trng: Qun tr chin lc l mt qu trnh quyt nh nhm
trng hin ti v tng lai, to ra nhng mc tiu ca t chc, ra quyt nh, thc thi
quyt nh v kim sat vic thc hin quyt nh, t c mc tiu trong mi trng
hin ti v tng lai.
1.2 QUY TRNH QUN TR CHIN LC:
-9-
Xc nh tm nhn v s
mng ca t chc
Xc nh cc mc tiu
chin lc
Hach nh v phn
b cc ngun lc
a chin lc vo
hnh ng v t ti
s hi nhp
Cu trc t chc v
kim sat
-10-
1.2.2.1
1.2.2.1.1
Vic phn tch mi trng bn ngai cho chng ta nhn bit c nhng c hi v nguy
c t doanh nghip a ra chin lc thch hp. Phn tch mi trng bn ngai thng
qua cc mi trng:
-
Mi trng kinh t: Tng thu nhp quc ni, thu nhp bnh qun u ngi, chnh sch
c hi cng nh nhng nguy c cho doanh nghip. Cng ngh mi gip sn xut ra nhng
sn phm mi vi gi thnh thp hn, cnh tranh hn, ng thi, cng ngh mi cng lm rt
ngn chu k sng ca sn phm
-
n doanh nghip.
-11-
1.2.2.1.2
Cc i
th tim
n
Nguy c gim th phn do i th
th do i th cnh tranh mi
Nh cung cp
Kh nng p
gi
Cc i th cnh
tranh trong ngnh
ca nh cung
cp
Cng ca cc
i th cnh tranh
Kh nng p
gi
Khch hng
ca khch
hng
Sn phm
thay th
nhun ca doanh nghip. bo v v th cnh tranh ca mnh, doanh nghip phi tng ro
cn nhp ngnh thng qua cc bin php nh a dng ha sn phm, li th theo quy m
hoc mun gia nhp ngnh i hi phi c chi ph u t ban u ln.
-
-12-
Cc
ngun lc
Li th v ph tn thp
Nng lc
c bit
Hoc
Li th v tnh khc bit ca
sn phm
Gi tr sn
phm
Kh nng
Doanh nghip s dng ngun lc ca mnh (bao gm: nhn hiu sn phm, uy tn
thng hiu, s hu cng ngh, c s d liu khch hng, danh ting ca doanh nghip) v
kh nng s dng ngun lc mt cch hiu qu to ra nng lc c bit nhm gi tr cho
sn phm thng qua li th cnh tranh v ph tn thp hoc li th cnh tranh v tnh khc
bit ca sn phm.
1.2.2.2
kim sat c nh qun tr, sn xut, ti chnh, k tan, cung ng vt t, maketing, quan h
i ngai (PR), ngun nhn lc, h thng thng tin Phn tch cc yu t bn trong gip cho
doanh nghip xc nh c im mnh, im yu ca mnh t a ra chin lc thch
hp.
-13-
khang thi gian tng i di. Thi gian thc hin mc tiu di hn hay thc hin chin
lc thng ln hn 2 nm. Trong qu trnh thc hin chin lc nhm t c mc tiu di
hn, doanh nghip c th chia thnh nhiu mc tiu ngn hn tng ng vi tng giai an
ngn hn.
-
C nhiu phng php d bo, trong ti ny, chng ti s dng phng php d bo
Ngai ra, trong d bo, mt yu t khc m chng ta cn phi quan tm l chu k sng
hin chin lc. Thng thng, mc tiu phi m bo tnh kh thi, tnh linh hat, c th,
nht qun v c th xc nh thi gian c th.
1.2.4 Bc 4: Xc nh cc k hach hnh ng v trin khai cc gii php thc hin
chin lc
-14-
-15-
-16-
-17-
u im:
Ch r cc im mnh, im yu ca doanh nghip cng nh xc nh cc c hi
v e da t mi trng bn ngoi.
a ra cc chin lc kt hp c th t cc im mnh, im yu, c hi v e
da doanh nghip thc hin.
Hn ch: Ma trn SWOT gip ra cc chin lc kh thi c th la chn ch khng
phi a ra chn la hay quyt nh chin lc no l tt nht. Nh vy, vic chn la
chin lc no pht trin cha c tr li y.
1.3.4 Ma trn QSPM 3:
K thut phn tch ny s cho thy mt cch khch quan cc chin lc thay th no l tt
nht. Ma trn QSPM s dng cc yu t u vo nh nhng phn tch t ma trn EFE, ma
trn IEF. V sau nhn nhng thng tin cn thit thit lp ma trn QSPM t ma trn
SWOT, ma trn SPACE
Nh vy, vi cc cng c hoch nh chin lc nh phn tch trn, mi cng c u
c u im cng nh hn ch ring. Do , khi p dng vo thc t chng ta phi linh hot
chn lc cc chin lc thch hp vi tng hon cnh, iu kin c th.
-18-
KT LUN CHNG I
Chin lc l nhng phng tin t ti nhng mc tiu di hn. Hoch nh chin
lc l mt quy trnh c h thng nhm xc nh cc chin lc kinh doanh c s dng
tng cng v th cnh tranh ca doanh nghip.
Cc bc cn thit cho vic hoch nh chin lc cho doanh nghip:
-
mi trng bn trong.
Mi trng bn ngoi gm c mi trng v m v mi trng vi m. Nghin
cu mi trng bn ngoi gip xc nh cc c hi v nguy c m doanh
nghip c th gp phi trong hot ng sn xut kinh doanh ca mnh.
Mi trng bn trong bao gm cc yu t ni ti bn trong doanh nghip.
Nghin cu mi trng bn trong gip xc nh cc im mnh, im yu ca
doanh nghip.
-
Xy dng chin lc cho doanh nghip nhm t c mc tiu di hn. Vic xy dng
-19-
- Cng ty C phn Kinh tin thn l Cng ty TNHH Xy dng v Ch bin thc phm
Kinh , c thnh lp nm 1993 theo Quyt nh s 216 GP-UB ngy 27/02/1993 ca
Ch tch UBND Tp.HCM cp v Giy php kinh doanh s 048307 Trng ti Kinh t
Tp.HCM cp ngy 02/03/1993.
- Trong nhng ngy u thnh lp, Cng ty ch l mt xng sn xut nh din tch khang
100m2 ti Q6 Tp.HCM, vi 70 cng nhn v vn u t 1,4 t ng, chuyn sn xut v
kinh doanh bnh snack, mt sn phm cha tng c Vit Nam trc .
- n nm 1994, sau hn mt nm kinh doanh thnh cng vi sn phm bnh snack, Cng
ty tng vn iu l ln 14 t ng v nhp dy chuyn sn xut snack tr gi 750.000USD t
Nht. Thnh cng ca bnh snack Kinh vi gi r, mi v c trng ph hp vi khu v
ca ngi tiu dng trong nc tr thnh mt bc m quan trng cho s pht trin
khng ngng ca Kinh sau ny.
- Nm 1996, Cng ty u t xy dng nh xng mi ti s 6/134 Quc l 13-Phng Hip
Bnh Phc Th c v u t dy chuyn bnh cookies vi cng ngh v thit b hin i
ca an Mch tr gi 5 triu USD. Lc ny, s lng cng nhn ca cng ty ln 500 ngi.
- Nm 1997-1998, Cng ty u t dy truyn sn xut bnh m, bnh bng lan cng nghip
tr gi 1,2 triu USD vi cng sut 25 tn bnh/ngy.Cui nm 1998, Cng ty a dy truyn
sn xut ko chocolate vo khai thc vi tng u t l 800.000USD.
- Nm 1999, Cng ty nng vn iu l ln 40 t ng, ng thi thnh lp trung tm thng
mi Savico - Kinh ti Qun 1, nh du bc pht trin mi ca Kinh sang lnh vc
kinh doanh khc ngai ngnh sn xut bnh ko. Cng trong nm 1999, Cng ty khai trng
h thng bakery u tin, m u cho mt chui h thng ca hng bnh ko Kinh t Bc
vo Nam sau ny.
-20-
-21-
Cng ty TNHH XD
v CBTP Kinh
(Th c)
CNG TY C PHN
KINH
(Th c)
(*)
Cng ty CP Kinh
Min Bc
(Hng Yn)
Cng ty CP Kinh
Bnh Dng
(Bnh Dng)
Cng ty CP TM v
HTQT H Ni
(HTTC)
C.ty CP K Si
Gn
(Ql cc bakery)
Cng ty CP Kinh
a c
(Th c)
Cng ty CP kem
Kidos
(C Chi)
Cng ty CP Tribeco
(Tp.HCM)
(*) Cng ty C Phn Kinh c tp trung nghin cu chnh trong lun vn ny.
Cng ty CP Kinh (c tp trung nghin cu trong lun vn ny)
Vn iu l: 200.000.000.000 ng
Tr s: 6/134 Quc l 13 - P. Hip Bnh Phc -Th c - Tp.HCM
Ngnh ngh: SX bnh ko cng nghip p ng cho th trng cc tnh min Nam,
min Trung v xut khu
Cng ty TNHH xy dng v Ch bin thc phm Kinh ( Cng ty m)
Vn iu l: 140.500.000.000
Tr s: 6/134 Quc l 13- Phng Hip Bnh Phc - Tp.HCM
Ngnh ngh: Xy dng c bn, kinh doanh a c, khu du lch...
Cng ty CP Ch bin thc phm Kinh Min Bc
Vn iu l: 50.000.000.000
Tr s: Km 22 - Th trn Bn Yn Nhn - M Ho - Hng Yn
-22-
-23-
-24-
Bnh cookies
- Bnh cookies l lai bnh c thnh phn ch yu l bt, trng, ng.
- Vi cng sut 10 tn sn phm/ngy, sn phm cookies Kinh chim 45% th phn bnh
cookies trong nc v cng l sn phm truyn thng ca Kinh .
- Chng lai bnh cookies ca Kinh kh a dng:
Cc nhn hiu bn b v bnh mn c ng gi hn hp: More, Yame, Amara,
Besco, Bisco up, Bosca, Celebis, Doremi, Dynasty, Gold time, Famous, Lolita,
Rhen, Spring time, Sunny, Year up
Cc lai bnh nhn mt; Fruito, Cherry, Fine, Ki-Ko, Kidos, Fruito, Fruit treasure,
heart, Legend, The house of cookies, Twis, Good time, Lets party.
Bnh crackers
- Bnh crackers l lai bnh c ch bin t bt bt ln men. y l sn phm c cng
sut tiu th ln nht ca Kinh , vi 02 dy chuyn sn xut v tng cng sut 50
tn/ngy. Do u th v cng ngh, hin nay, Kinh l nh sn xut bnh crackers ln nht
Vit Nam.
- Vi cc thng hiu ch lc AFC, bnh mn ca Kinh chim 52% th phn trong nc
v c xut khu sang nhiu nc nh M, c
- Cc lai crackers Kinh ang sn xut gm
Bnh mn, bnh lt original crackers: AFC, Hexa, Cosy
Bnh crackers kem: Cream crackers, Romana
Bnh cackers c hm lng calcium cao: Cracs, Bis-cal, Hexa
Bnh quy nhiu hng v: Deli, VIP, Creature of the sea, Round, Marie, Merio,
Lulla
Bnh Qu:
- Bnh qu l lai bnh c dng hnh ng, xp, d v. Mc d, bnh qu khng c doanh thu
ln nh crackers v cookies, song bnh qu Kinh c mi v thm ngon vi 14 lai khc
nhau.
-25-
Bnh snack:
- Snack l mt trong nhng sn phm ca Kinh c p dng cng ngh hin i ca
Nht t 1994. Bnh snack Kinh c u t nghin cu vi nhiu chng lai, hng v
mang tnh c th, ph hp vi th hiu ngi tiu dng Vit Nam nh cc lai bnh snack
hi sn tm, cua, mc, s, cc lai snack g, b, tht nng, sa da, chocolate
- Cc nhn hiu nh: Sachi, Bonbon, Big sea, Crab, Chicken, Dino
Bnh m cng nghip
- Bnh m cng nghip l lai bnh ngt c ng gi, p ng nh cu n nhanh ngy
cng tng ca th trng trong nc. Bnh m cng nghip rt c ngi tiu dng u
chung v tin li, dinh dng, hp v sinh, thm ngon, gi r.
- Cc nhn hiu bnh m qun thuc nh : Scotti, Aloha
- Thuc nhm bnh m cng nghip cn c bnh bng lan cng nghip. Khc vi lai bnh
bng lan truyn thng ch bo qun c 01 tun, bnh bng lan cng nghip bo qun c
n 6 thng.
Bnh trung thu
- Bnh trung thu l sn phm c tnh ma v nht, tuy nhin li c doanh thu chim t trng
cao trong tng doanh thu ca Kinh (khang 15%). Sn lng trung bnh trung thu Kinh
c tc tng trng rt cao, c th sn lng nm 1999 l 150 tn, nm 2004 l 1.100
tn, nh vy giai an 1999-2004 sn lng bnh trung thu tng 600%
- C hn 80 lai bnh trung thu cc lai, chia thnh hai dng chnh l bnh do v bnh
trung thu.
- Hin nay, Kinh c cc i th cnh tranh i vi lai bnh ny l c Pht, ng
Khnh, Bibica, H Lm Mn, nhng bnh trung thu Kinh vn chim v tr s 1 ti Vit
Nam v doanh s v cht lng.
Ko cng, mm
- Ko c a vo sn xut 2001. Hin nay, Kinh c hn 40 sn phm ko cc lai.
- Cc sn phm ko bao gm:
Ko tri cy: Stripes, Crundy, Fruiti
Ko sa: A caf, Milkandy
Ko hng hn hp: Milkandy, Crundy, Tip Top
Chocolate:
-26-
- Hin ti, Kinh ch yu sn xut cc sn phm chocolate theo dng ko chocolate vin
v ko chocolate c nhn, c sn xut theo dy chuyn cng ngh hin i, ko choclate
Kinh c cht lng n nh v mu m p.
2.1.3.2 Doanh thu tng nhm sn phm qua cc nm
Bng 2.1 : Doanh thu tng nhm sn phm qua cc nm
Nm 2005
Khan mc
Ga tr (triu ng)
Nm 2006
T trng (%)
Ga tr (triu ng)
T trng (%)
Cookies
122.677
19,69
92.239
12,84
Crackers
155.375
24,94
160.056
22,28
Qu
18.479
2,97
18.883
2,63
Snack
51.558
8,27
77.225
10,75
112.466
18,05
151.834
21,13
79.210
12,71
110.607
15,39
Ko
13.434
2,16
17.925
2,49
Chocolate
38.082
6,11
33.175
4,62
38.082
6,11
33.175
4,62
623.070
100,00
718.507
100
Bnh m
-27-
Chocolate, 5%
K o, 2%
Cracker, 22%
Qu?, 3%
Bnh m , 21%
Snack, 10%
Nm 2005
Ga tr (triu ng)
Nm 2006
T trng (%)
Ga tr (triu ng)
T trng (%)
Cookies
31.051
19,33
26.424
13,04
Cracker
28.053
17,46
40.360
19,92
4.931
3,07
5.942
2,93
Snack
11.017
6,86
20.269
10
Bnh m
25.471
15,85
27.547
13,59
46.406
28,88
65.607
32,38
-548
-0.34
1.871
0,92
13.613
8,47
9.350
4,61
679
0,42
5.259
2,6
160.673
100
202.629
100
Qu
Ko
Chocolate
Doanh thu khc
Tng li gp
-28-
Chocolate
4,61%
Cookies
13,04%
Ko
0,92%
Cracker
19,.92%
2.1.3.4 Tm
Qu?
2,93%
Snack
10%
Bnh m
14%
2005-2006:
Bng 2.3 : Mt s ch tiu t c trong hai nm 2005-2006
Ch tiu
Stt
Nm 2005
Nm 2006
Tng ti sn
471.848.807.155
608.276.857.764
28,91%
623.070.046.507
718.506.717.838
15,32%
76.247.050.784
88.524.099.105
16,10%
Li nhun khc
679.255.549
261.242.679
-61.54%
76.926.306.333
88.785.341.784
15,.42%
76.926.306.333
81.025.959.198
5.33%
T l li nhun tr c tc
41,60%
39,49%
-5,06%
NHN XT
Tng ti sn:
Nm 2006, tng ti sn tng 28,91% so vi nm 2005 do cc nguyn nhn sau:
-
-29-
Bnh crackers, bnh qu: Doanh thu ca hai nhm sn phm ny khng c s bin ng
Bnh snacks: Do khng thuc nhm sn phm qu biu, nn doanh thu ca bnh snacks
Bnh m cng nghip: Nm 2006, doanh thu bnh m tng 35% so vi 2004, ch yu do
vic tiu th mnh sn phm mi Scotti v doanh thu cc lai bnh m khc kh n nh.
Bnh m l lai bnh c i tng khch hng ch yu l hc sinh, sinh vin, nn thi v ca
bnh m ph thuc vo thi gian nhp hc hay ngh h ca hc sinh, sinh vin.
-
Ko: Do ch chim t trng khang 2% trong c cu doanh thu nn bin ng doanh thu
ko khng nh hng n tng doanh thu ca cng ty. Nm 2006, doanh thu ko tng
33,43%, song ch ng gp 0,72% trong tng trng15,32 ca tng doanh thu.
-
Doanh thu khc: Bao gm doanh thu thng mi t vic bn mt s sn phm nhp
Cng ty CP Kinh thc hin tt vic kim sat chi ph tt, v vy gi vn hng bn ch
tng 11,57%, ng thi t trng gi bn hng bn/doanh thu gim so vi 2005. Tuy nhin, chi
ph bn hng li tng n 31,24% v phi ph qun l doanh nghip tng n 31,21% do trong
nm 2006 tng cng chi ph qun b thng hiu m rng th phn, ng thi cc chi ph
khu hao ti sn c nh, chi ph lng cho nhn vin u tng. Chi ph hat ng ti chnh
tng n 119,31% do trong nm 2006 s d vay ngn hn v di hn u tng mnh.
-30-
Li nhun sau thu ch tng 5,33% trong khi li nhun trc thu 15,42%. L do l t
thng 09/2006 Cng ty bt u np thu thu nhp doanh nghip vi thu sut u i 14%.
(T thng 08/2006 tr v trc, Cng ty c min thu thu nhp doanh nghip).
2.1.4
Nm 2005
Ch tiu
N qu
Tng s
hn
Tng s
N qu hn
68.028.818.243
78.981.550.059
70.712.119.908
79.761.188.491
1.182.487.538
31.576.096.469
10.751.197.872
171.499.522.158
Tng cng
169.493.936.422
- Cc khan phi tr
Bng 2.5 : Cc khon phi tr
Ch tiu
n v tnh : VN
Nm 2006
Nm 2005
Tng s
N qu hn
Tng s
N qu hn
N ngn hn
201.596.525.104
266.410.300.182
Vay ngn hn
89.200.551.157
162.044.907.002
N di hn n hn tr
86.890.253.427
85.870.059.533
15.055.237.010
3.447.280.275
6.338.811.562
10.737.567.782
2.248.455.131
1.662.711.285
Phi tr khc
1.863.216.817
2.647.774.305
N di hn
40.013.485.380
61.004.892.476
N khc
4.144.171.716
7.854.199.760
Tng s
245.754.182.200
335.269.392.418
-31-
Cc ch tiu ti chnh ch yu
Bng 2.6 : Cc ch tiu ti chnh ch yu
Ch tiu
Nm 2005
Nm 2006
1,36
1,33
1,22
0,92
- H s n/Tng ti sn
0,52
0,55
- H s n/Vn ch s hu
1,09
1,23
1,81
1,33
4,41
3,18
3,03
2,29
- Vng quay cc khan phi thu ( DT thun/ Phi thu bnh qun)
4,85
4,21
6,37
15,63
11,43
6,56
12,35
11,28
34,02
40,51
38,46
40,51
16,30
13,32
12,24
12,32
3.846
4.051
11.147
13.440
2. Ch tiu v c cu vn
Nhn xt: Vi cc s liu trn, ta c th thy tnh hnh ti chnh ca Cng ty CP Kinh
kh tt, l c s Kinh gt hi nhiu thnh cng nhng nm ti chnh tip theo.
2.2
2.2.1 Mi trng v m
2.2.1.1 Mi trng kinh t:
Tc tng trng kinh t
Bng 2.7 :Tc tng trng GDP ca Vit Nam giai an 1995-2006
-32-
Nm
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
GDP (%)
9,54
9,34
8,15
5,80
4,80
6,79
6,84
7,04
7,24
7,5
2005
2006
8,4
8,2
Theo s liu trn th tc tng trng kinh t ca Vit Nam t nm 1995 n nay kh
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
GDP/ngi
273
311
321
340
363
400
420
439
483
514
640
722
T s liu trn cho ta thy GDP bnh qun u ngi gia tng tng i u qua cc nm,
Tc tng trng kinh t v thu nhp bnh qun u ngi c nh hng n vic tiu
th cc sn phm bnh ko. Khi nn kinh t tng trng mnh, thu nhp ca ngi dn cao,
i sng vt cht c m bo th cc nhu cu nng cao dinh dng, nhu cu biu tng cc
lai thc phm cao cp, trong c bnh ko cng tng. Nn kinh t lm vo tnh trng
khng hang, thu nhp ngi dn tt gim, khng m bo nhng nhu cu sinh hat ti thiu
hng ngy th ngnh sn xut bnh ko chc chn s b tc ng.
Vit Nam hi nhp kinh t quc t 5:
-
Khi Vit Nam tham gia t chc thng mi th gii WTO, Vit Nam s ct gim thu
nhp khu theo ng l trnh nh cam kt vi WTO. C th, s c khong 36% dng thu
trong biu thu phi ct gim thu sut thu nhp khu so vi hin hnh. L trnh ct gim
ko di t 5-7 nm. Nhng ngnh c mc ct gim nhiu nht l dt may, thu sn, hng ch
to v my mc thit b thng dng, t v linh kin t, ch bin thc phm
-33-
Cng vi vic ct gim thu nhp khu theo cam kt WTO, Vit Nam vn tip tc thc
hin cc cam kt ct gim thu theo cc FTA khu vc. Theo cc cam kt ny vic ct gim
u rt trit , xung mc 0- 5%. iu ny s c nh hng ng k ti sn xut trong nc
nu khng c nhng bin php iu chnh v cc nc i tc u c th mnh v sn xut v
xut khu. Vic ct gim thu theo FTA trong khun kh AFTA thi gian qua cha c tc
ng nhiu n sn xut trong nc v thc t bun bn trong ASEAN ch chim 25-27%
tng gi tr nhp khu v gi tr kim ngch m bo cc tiu ch c min thu mi
chim 10% tng kim ngch nhp khu t ASEAN. Tuy nhin, khi AFTA m rng sang c
Trung Quc, Hn Quc th nhng nh hng s cng r nt hn.
-
Chnh vic Vit Nam tham gia ngy cng su, rng vo nn kinh t th gii, mt mt to
iu kin thun li cho cc cng ty trong nc m rng th trng, tip cn vi cng ngh
tin tin, nng cao trnh qun l Mt khc, n cng to nn nhng p lc cnh tranh i
vi cc cng ty trong nc. Buc cc cng ty ny phi chnh n hot ng, h gi thnh sn
phm thch nghi vi tnh hnh mi.
2.2.1.2 Mi trng chnh tr, chnh sch v php lut:
-
Tnh hnh chnh tr n nh ca Vit Nam c ngha quyt nh trong vic pht trin kinh
t, gii quyt vic lm tng thu nhp cho ngi lao ng, lm tng nhu cu tiu dng ca x
hi. iu ny cng tc ng tch cc trong vic to lp v trin khai chin lc ca cc
doanh nghip Vit Nam ni chung trong Kinh .
-
tip tc han thin cc B Lut nh Lut thng mi, Lut doanh nghip, Lut u t, Lut
thu y nhanh tin trnh ci cch kinh t Vit Nam.
-
Nh nc thc hin chnh sch khuyn khch cc thnh phn kinh t, cc doanh nghip
kinh doanh mi ngnh ngh m php lut cho php. iu ny dn n s cnh tranh trn th
trng mnh m hn, i hi cc doanh nghip mun tn ti v pht trin th phi khng
ngng nng cao nng lc cnh tranh, hat ng hiu qu hn.
-
C th ni bnh ko l mt trong nhng sn phm cn thit trong cuc sng hng ngy
-34-
Nhng rng buc php l i vi ngnh bnh ko ch yu lin quan n an tan thc
chnh tr, php l, chnh sch ca cc nc trn th gii. Do , vic nng cao thc, nghip
v ca i ng nhn vin l mt vn ht sc quan trng v cp bch.
2.2.1.3 Mi trng vn ho - x hi:
-
Tri qua qu trnh lch s, nn vn ha Vit Nam chu nh hng ca s giao thoa t
ngai vn cn kh ph bin, ta d dng nhn thy ngay iu ny: thuc cha bnh gi l
thuc ty, bnh quy gi l bnh tydo vy, h d dng chuyn sang s dng hng ngai
nu nh c qung co v khi h c iu kin. Vic s dng hng ngai cn l mt cch th
hin a v ca h trong x hi.
-
Ngi Vit Nam sng rt thn thin, thng hay lui ti thm hi nhau v tng qu. Bnh
ko l mt trong nhng mt hng thng c biu tng nht nhng dp ny. Ngi Vit
Nam rt ch trng n vic tip khch, t ny sinh nt vn ha Khch n nh khng tr
cng bnh, v vy bnh ko cng khng th thiu trong mi gia nh Vit Nam.
-
Trung Thu. Vo ngy ny, mi ngi thng tng nhau bnh Trung thu v ng thi mn
bnh ny tr thnh mt mn i khch khng th thiu trong mi gia nh. Mi nm, Vit
Nam tiu th hng ngn tn bnh Trung thu.
-
Ngy tt c truyn, mi ngi thng biu tng nhau bnh mt, cng ng b, mi khch
-35-
Khi Kinh chun b khai thc mt th trng no trn th gii , cng c nghi l
Nm
Tng s
dn
(nghn
ngi)
Tc
tng
(%)
1990
66,016.70
1991
Thnh th
Nng thn
S ngi
(nghn
ngi)
C cu
(%)
S ngi
(nghn
ngi)
C cu
(%)
S ngi
(nghn
ngi)
C cu
(%)
S ngi
(nghn
ngi)
C cu
(%)
1,92
32,202.80
48,78
33,813.90
51,22
12,880.30
19,51
53,136.40
80,49
67,242.40
1,86
32,814.30
48,80
34,428.10
51,20
13,227.50
19,67
54,014.90
80,33
1992
68,450.10
1,80
33,424.20
48,83
35,025.90
51,17
13,587.60
19,85
54,862.20
80,15
1993
69,644.50
1,74
34,028.30
48,86
35,616.20
51,14
13,961.20
20,05
55,683.30
79,95
1994
70,824.50
1,69
34,633.20
48,90
36,191.30
51,10
14,425.60
20,37
56,398.90
79,63
1995
71,995.50
1.65
35,237.40
48.94
36,758.10
51.06
14,938.10
20.75
57,057.40
79.25
1996
73,156.70
1.61
35,857.30
49.01
37,299.40
50.99
15,419.90
21.08
57,736.80
78.92
1997
74,306.90
1.57
36,473.10
49.08
37,833.80
50.92
16,835.40
22.66
57,471.50
77.34
1998
75,456.30
1.55
37,089.70
49.15
38,366.60
50.85
17,464.60
23.15
57,991.70
76.85
1999
76,596.70
1.51
37,662.10
49.17
38,934.60
50.83
18,081.60
23.61
58,515.10
76.39
2000
77,635.40
1.36
38,166.40
49.16
39,469.00
50.84
18,771.90
24.18
58,863.50
75.82
2001
78,685.80
1.35
38,684.20
49.16
40,001.60
50.84
19,469.30
24.74
59,216.50
75.26
2002
79,727.40
1.32
39,197.40
49.16
40,530.00
50.84
20,022.10
25.11
59,705.30
74.89
2003
80,902.40
1.47
39,755.40
49.14
41,147.00
50.86
20,869.50
25.80
60,032.90
74.20
2004
82,031.67
1.40
40,310.51
49.14
41,721.16
50.86
21,737.23
26.50
60,294.50
73.50
2005
83,119.92
1.33
40,845.40
49.14
42,274.52
50.86
22,418.49
26.97
60,701.43
73.03
-36-
Qua bng trn ta thy dn s nc ta ngy cng tng qua cc nm nn c th nhn thy
thn, thu nhp thp, ch yu t nng nghip nn cng nh hng ln n doanh thu, chin
lc gi ca Kinh .
-
Cuc cch mng khoa hc k thut din ra nhanh chng trong thi gian gn y lm
cho chu k sng ca ca cng ngh ngy cng b rt ngn. iu ny buc cc doanh nghip
phi khng ngng i mi cng ngh nu khng mun tt hu. c bit trong ngnh sn xut
bnh ko, th hiu tiu dng thng xuyn thay i nn chu k sng ca sn phm ngy cng
rt ngn.. iu nghch l l trong iu kin cnh tranh khc lit nh ngy nay, pht trin
sn xut, tng tch ly cho u t pht trin l mt bi tan kh cho mi doanh nghip.
-
Tuy nhin, trong hon cnh hi nhp kinh t quc t nh hin nay to nhng iu kin
Mi trng vi m:
Tng cc thng k VN
http://www.gso.gov.vn/default.aspx?tabid=387&idmid=3&ItemID=4679
-37-
i th chnh
Pesi (Poca), URC(Jack&Jill) , Bibiba, Kotobuki, Hi H, Trng An, Qang Ngi
(Tin Tin)
Hi H (Bnh Paradise 75gam, bnh Cracker vng 268 gam, bnh Bissavit 150
gam)
c Pht, Nh Lan, ng Khnh, H Lm Mn, Vinabico, Bibica
Hi H (Bnh qui Hi H 170gam, bnh qui du 175 gam, bnh qui da 135 gam,
bnh qui da 210 gam)
Qang Ngi
Phm Nguyn (Solite)
Vinabico, Hi H, Qang Ngi, Perfetty (Alpenliebe, Mentos), URC (Dynamite)
Bnh trung thu: Do cht lng sn phm cao, thng hiu mnh, tip th tt nn sn
phm lun bn ht trc Tt trung thu, khng xy ra tnh trng bnh i h gi, v vy li
nhun gp/doanh thu ca bnh trung thu Kinh rt cao. Hin ti, ng Khnh v c Pht
l nhng nhn hiu cnh tranh mnh nht vi Kinh v sn phm bnh trung thu, trong
c Pht c h thng bakery tng t Kinh . Tuy nhin, quy m sn xut bnh trung thu
ca tt c cc doanh nghip bnh ko khc thp hn nhiu so vi Kinh , nn Kinh c
th vn duy tr c v th l nh sn xut bnh trung thu hng u Vit Nam trong thi gian
sp ti.
-
c cht lng n nh, mu m p. Tuy nhin, chocolate l mt hng cao cp, s dng
nhiu nguyn vt liu ngai nhp, tm l ngi tiu dng Vit Nam hin nay li thch
-38-
bakery, siu th ln nh, ch, ca hng bnh ko, ca hng tp ha, cn tin cc trng hc,
xe bn hng lu ng (Kem Kidos), xe thuc lV vy, Kinh d dng tip cn c
mi i tng khch hng. Vo nhng nm mi thnh lp, Kinh tng c slogan Ni no
cng c bnh Kinh v n nay, Kinh t c iu , tc l bnh ko Kinh
c mt khp Vit Nam (Trc mt, ni no y c hiu l th trng Vit Nam )
-
mi i tng khch hng, t cng chc, cng nhn, nng dn; t thnh th n nng thn; t
ngi ln n tr nh
-
thu nhp trung bnh, kh, phn khc th trng bnh ko cao cp cn thuc v bnh ko nhp
ngai t cc nc c nn sn xut bnh ko pht trin nh an Mch (Bnh b), B (
Chocolate), Hn Quc ( Bnh chocopie)
2.2.2.3 Nh cung cp:
-
thc u thu (Cty bt m Bnh ng, Tng cng ty nng nghip Si Gn, Vinamilk);
nguyn liu nh chocolate c chnh Cng ty nhp khu; cc ph gia nh du, mui, hng
liu c mua t cc doanh nghip trong nc c uy tn (Tng An) ; bao b c cung cp
bi cc nh sn xut trong nc c uy tn (Tn Tin, Visingpack, Tn ..)
-
-39-
2.3.2 Sn xut
My mc thit b
-
Hin nay, Kinh ang s hu nhng dy chuyn sn xut bnh ko hin i nht ti
Vit Nam, trong c nhiu dy chuyn thuc lai hin i nht khu vc Chu - Thi Bnh
Dng v th gii. Tan b my mc thit b ca Kinh c trang b mi 100%, mi dy
chuyn sn xut tng dng sn phm l mt s phi hp ti u cc my mc hin i c xut
x t nhiu nc khc nhau.
-
-40-
nm 2001
-41-
Vic kim tra cht lng sn phm c thc hin bi b phn Qan l kim sat cht
lng (Q&A) v b phn Nghin cu v Pht trin (R&D)
-
trong nhng tiu ch to nn sc cnh tranh ca snn phm Kinh . Vic m bo an tan
v sinh thc phm c thc hin lin tc t khu nguyn liu n khu bn hng rt cht
ch nh sau:
-
i vi nguyn liu:
Cng ty lun cp nht cc quy nh ca B Y t Vit Nam v ca cc nc thuc th
trng xut khu ca Cng ty khng ch lng ph gia s dng trong sn phm
nhm khng gy bt k nh hng no n sc khe ca ngi tiu dng.
S dng nguyn liu nhp t cc nh cung cp c tn tui, uy tn nhm m bo
i vi thnh phm:
Thnh phm c ng gi trong bao b kn, m bo v sinh.
Hng dn nhn vin bn hng v nh phn phi cch bo qun, trng by sn
)Nhn xt: V sinh an ton thc phm l mt im mnh cn pht huy ca Cty CP Kinh
. Tuy nhin p ng cc tiu chun v sinh an ton thc phm khc khe ca cc
-42-
nc trn th gii v vn v sinh an ton thc phm ang nng bng nh hin nay,
Kinh phi nhanh chng t, p dng h thng HACCP v cc h thng qun l cht
lng tin tin khc ca th gii.
2.3.2
-
Kinh c bit quan tm n cng tc nghin cu v pht trin sn phm mi, xem y
l nhim v khng ch ca ring b phn nghin cu pht trin (RD) m cn l trch nhim
ca Hi ng qun tr v Ban tng gim c.
-
Hat ng nghin cu v pht trin ca Kinh c tin hnh kh a dng, bao gm:
Nghin cu sn xut sn phm mi, t khu s ch nguyn vt liu, ch bin,
hoc d kin u t.
Nghin cu s dng cc nguyn vt liu mi vo qu trnh sn xut sn phm.
Nghin cu vic sn xut cc sn phm xut khu nhm m bo yu cu ca
trong, hin nay, b phn RD Kinh c khang 30 chuyn gia v lnh vc ch bin thc
phm c o to t cc trng i hc trong v ngai nc, c nhiu kinh nghim thc t
v gn b vi Kinh ngay t nhng ngy u thnh lp. Ngai vic c nhn vin sang
nc ngoi tham gia cc kha hc ngn hn, hng nm, Kinh cn m cc kha o to
ngn hn v cng ngh sn xut mi cho i ng RD vi s ging dy ca cc chuyn gia
nc ngai. Kinh lun to iu kin cho nhn vin RD tip cn vi nhng thng tin mi
nht v sn phm mi, cng ngh mi, xu hng mi ca th trng.
-
Maketing
Kinh trin khai hat ng nghin cu th trng di nhiu hnh thc khc nhau,
c th l:
Tin hnh thu thp kin ngi tiu dng trong qu trnh bn hng thng qua i
ng nhn vin tip th ca cng ty v nh phn phi, t Kinh lun nhn c
nhng thng tin phn hi ci tin sn phm v sn xut nhng sn phm mi.
Thng qua cc cng ty t vn chuyn nghip, cng ty t chc kho st nhu cu
th trng, kho st hiu qu ca cc chin dch qung co i vi ngi tiu
dng
-
sn phm v chin lc kinh doanh ni chung ca cng ty, gp phn khng nh n s tng
trng doanh thu v li nhun ca cng ty.
Chnh sch gi
-
Kinh thc hin chnh sch gi ph hp cho tng phn khc th trng. Do vic qun
Chnh sch qung co tip th ca Kinh c thc hin kh nht qun vi mc tiu
Kinh p dng nhiu chng trnh khuyn mi, cc chng trnh khuyn mi thng
Vit Nam cht lng cao hng nm vi mc tiu qung b thng hiu.
-44-
Bng vic tham gia hng lat hat ng x hi, ti tr chi nhiu hat ng vn ha, th
thao, Kinh to nn hnh nh p trong lng ngi tiu dng Vit Nam, trong ni bt
nht l cng tc t thin x hi, ti tr c quyn gii Kinh V-League 2004, ti tr cuc
thi Sao Mai im Hn
Phn phi 8:
Mng li phn phi ca Kinh ch yu thng qua 3 knh chnh: H thng i l,
h thng cc siu th v h thng cc bakery ca Kinh .
-
l trn tan quc, Kinh l doanh nghip bnh ko c h thng i l trong nc ln nht.
H thng i l ny tiu th khang 85% doanh s ca cng ty.
-
Tp.HCM v H Ni. Trong nhng nm ti, h thng bakery c trin vng pht trin mnh
khng ch Tp.HCM, H Ni m cn cc a phng khc do vic trin khai m hnh kinh
doanh nhng quyn t thng 4 nm 2005.
Ngai cc hnh thc phn phi trn, Kinh cn t chc hn 6.000 im bnh bnh
trung thu Kinh Tp.HCM v cc tnh ln cn vo ma v trung thu hng nm.
-
Kinh cng trin khai k hach lin kt tiu th sn phm vi cc doanh nghip tiu
dng ln, trong i tc u tin l Pepsi trong khang thi gian 2004-2005. Theo , sn
phm Kinh s c bn c quyn ti trn 200.000 im bn l ca Pepsi v ngc li.
Vi vic hp tc vi mt trong nhng cng ty nc gii kht hng u th gii, Kinh
c gia tng sn lng tiu th v hn ht l gia tng gi tr ca thng hiu khi thng hiu
Kinh snh vai cng vi thng hiu Pepsi.
-
i khc nh:
Cc i l tnh xa, iu kin vn chuyn kh khn, cc ph vn chuyn cao, Kinh
h tr chi ph gip cho i l m bo c li nhun v phn phi sn phm n
tay ngi tiu dung mt cch hiu qu nht.
-45-
l mt yu t quan trng trong vic tiu th sn phm v l iu kin thun li cho vic tung
sn phm mi ca Kinh .
2.3.4 Qun l ngun nhn lc:
Vi i ng nhn vin ng o, c trnh chuyn mn, l mt im mnh Cng
ty tng kh nng cnh tranh trn th trng. Tuy nhin, nghip v qun l nhn s cha
chuyn nghip, t l nhn vin b vic cao, ch i ng cha tho ng. V vy, Cng ty
cn quan tm nhiu hn n cng tc qun l nhn s, ch lng, thng nhn vin
c th gn b lu di v cng cng ty t n nhng thnh cng mi.
2.4
CC CNG C S DNG
Phn tch
mi trng
bn trong
Cc c hi:
Cc mi e da:
1 Xu th hi nhp kinh t quc t 1. i th cnh tranh xut hin
ngy cng nhiu, c bit khi
v chnh sch khuyn khch xut
Vit Nam gia nhp vo T chc
khu.
Thng mi Th gii (WTO).
2 Khoa hc cng ngh pht trin
Cng cnh tranh ca cc
to in kin cho vic p dng
doanh nghip trong ngnh s
khoa hc k thut tin tin vo
cao hn na.
sn xut nhm tng nng xut,
cht lng sn phm p ng 2. Trnh khoa hc k thut ngy
cng cao, tui th cng ngh
nhu cu ngy cng cao ca th
ngy cng ngn, tui th sn
trng ni a v xut khu.
3 Thu nhp ngi dn tng trong
phm b rt ngn.
nhng nm gn y cho thy th 3. Xut hin nhiu cc sn phm
trng ni a y tim nng.
thay th.
4 Th trng xut khu c nhiu 4. Th trng xut khu ngy cng
kh khn do cc nc a ra
trin vng v hng ro thu quan
nhiu tiu chun ho l i vi
dn dn c bi b.
thc phm.
5 Hin ti, cc i th cnh tranh
trong nc yu v quy m nh.
im mnh:
-46-
1.
2.
3.
4.
5.
6.
im yu:
1. Nghip v qun l nhn s
cha chuyn nghip, t l nhn
vin b vic cao, ch i
ng cha tho ng.
2. B my nhn s rm r, my
mc, nguyn tc, thiu linh
ng.
3. Thng hiu Kinh rt ni
ting ( do thnh cng ca mt
s t cc dng sn phm nh
bnh Trung thu, bnh ti)
nhng vic xy dng thnh
cng thng hiu cho tng
dng sn phm cha tht ng
u.
4. Mt s t dng sn phm p
ng c nhu cu ca phn
khc th trng cao cp (bnh
trung thu, bnh ti), cn hu
ht cc sn phm ch p ng
nhu cu ca phn khc th
trng trung bnh v kh.
5. Vic xut khu sn phm ch
di hnh thc gia cng cho
i tc nc ngoi, thng
hiu Kinh cha c nc
ngoi bit n nhiu.
6. thc v cnh tranh ca nhn
vin thp.
-47-
Yu t bn ngoi ch yu
Phn loi
S im quan
trng
0.11
0.18
0.12
0.22
0.11
0.33
0.12
0.36
0.11
0.33
0.13
0.39
0.11
0.09
4
4
0.48
0.44
0.10
0.30
1.00
2.97
) T kt qu trn, chng ti nhn thy s im quan trng bng 2.97 cho thy doanh
nghip ang phn ng kh vi cc c hi v mi e da hin ti trong mi trng hot ng
ca mnh. Cng ty CP Kinh tip tc thc hin cc chin lc ng ph tt hn na tn
dng cc c hi c c v ti thiu ha cc nh hng tiu cc c th c ca mi e da
bn ngoi.
2.4.3
-48-
Stt
Cc yu t ch yu bn trong
1
2
3
4
5
6
7
8
9
10
11
12
Phn
loi
S im quan
trng
0.10
0.32
0.12
0.40
0.07
0.18
0.12
0.24
0.13
0.24
0.09
0.12
0.07
0.07
3
2
0.09
0.18
0.10
0.12
0.10
0.12
0.11
0.16
0.11
0.18
1.00
2.75
) T kt qu ma trn ti bng trn, s im quan trng tng cng bng 2.75 cho thy doanh
nghip ch mc trung bnh v v tr chin lc ni b tng qut ca n.
Nng lc li v tay ngh chuyn mn tim n: Ngy nay, tui th cng ngh v tui th
sn phm ngy cng ngn, Cng ty CP Kinh nn tp trung chin lc pht trin cc
sn phm da trn c s nng lc li v tay ngh chuyn mn ca mnh l sn phm
-49-
KT LUN CHNG 2
Trong chng ny, chng ti khi qut c bc tranh tng th v Cng ty CP
Kinh qua vic phn tch ton b cc hot ng, cc yu t mi trng bn trong ca
Cng ty CP Kinh nh: marketing vi cc yu t sn phm, gi c, phn phi, hot
ng chiu th v chm sc khch hng; sn xut vi cc yu t nh la chn sn phm
v pht trin sn phm mi, qun l cht lng, my mc thit b; cc mt ngun nhn
lc, ti chnh k ton, nghin cu pht trin... Qua , chng ti rt ra c cc im
mnh v im yu ca Cng Cng ty CP Kinh , ng thi cng xy dng c ma trn
nh gi cc yu t bn trong.
Ngoi ra, chng 2 cng tp trung phn tch mi trng bn ngoi bao gm mi
trng vi m, mi trng v m c c bc tranh tng th v mi trng cnh tranh,
mi trng hot ng ca doanh nghip ang din ra ht sc si ng. Qua , chng ti
c c cc c hi v mi e da m Cng ty CP Kinh c th gp phi trong qu trnh
hot ng ca mnh, ng thi chng ti cng xy dng ma trn nh gi cc yu t bn
ngoi cho thy kh nng thch ng, i ph ca doanh nghip vi mi trng.
-50-
3.2
D BO NHU CU TH TRNG
-51-
Bng 3.1: Bng c lng dung lng th trng bnh ko Vit Nam n nm 2015
Nm
2004
2005
2006
2007
2015
2000
2001
2001
2003
25,623
28,134
33,258
37,589
42,185
46,215
48,987
52,462
96,428
77,635
78,685
79,727
80,902
82,031
83,119
84,366
85,632
96,464
1,989
2,214
2,652
3,041
3,460
3,841
4,133
4,492
9,302
(c tnh)
Mc chi tiu/nm
ca 1 ngi dn
VN cho bnh ko
()
Dn s (nghn
ngi)
Dung lng th
trng (t ng)
Ngun: B KH&T
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Doanh thu (t
ng)
328
350
365
430
495
550
580
623
719
879
Do doanh thu bin ng, tng tc nhanh dn nhng khng tng t bin, nn chng ti
s dng phng php d bo ng thng thng thng d bo doanh thu ca Kinh
trong nhng nm sp ti.
Trong :
X
: L 10 nm
Yc : L doanh thu cn d bo
-52-
X2
Y (t ng)
1
2
3
4
5
6
7
8
9
10
55
11
12
13
14
15
16
17
18
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Cng
2008
2009
2010
2011
2012
2013
2014
2015
XY
1
4
9
16
25
36
49
64
81
100
385
328
350
365
430
495
550
580
623
729
879
5329
Yc (t ng)
328
700
1.095
1.720
2.475
3,300
4.060
4.984
6.561
8.790
34.013
846,4
903,5
960,5
1.017,5
1.074,5
1.1315
1.188,5
1.245,5
Nm
2008
2009
2010
2011
2012
2013
2014
2015
846,4
903,5
960,5
1.017,5
1.074,5
1.1315
1.188,5
1.245,5
Doanh thu
(t ng)
3.3
-53-
- D bo c nu ti phn 3.2
- ch quyt tm ca Hi ng qun tr v Ban Tng gim c cng ty.
- Kt hp vi cc gii php c trnh by phn 3.5
Chng ti a ra mt s mc tiu sau:
Bng 3.5: Mt s ch tiu ca Cng ty C phn Kinh n 2015
Ch tiu
Doanh thu
Li nhun
sau thu
vt
2008
2009
2010
2011
2012
2013
2014
2015
T ng
846,4
903,5
960,5
T ng
101,57 108,42
115,26
122,10
128,94
135,78
14,262
149,46
40
40
40
40
40
40
T l li
nhun tr
40
40
c tc
Tc tng doanh thu v li nhun sau thu c d kin mc bnh qun 610%/nm. Li nhun sau thu c d kin chim 12% tng doanh thu ( Theo s liu nhng
nm trong qu kh, li nhun sau thu chim t 10-15% tng doanh thu).
3.4
N 2015
MA TRN SWOT V CC GII PHP KT HP
Phn tch mi
trng v m
v vi m
Phn tch
mi trng
ni b
Cc mi e da (T):
Cc c hi (O):
1 Xu th hi nhp kinh t quc t 1. i th cnh tranh xut hin
ngy cng nhiu, c bit khi
v chnh sch khuyn khch xut
Vit Nam gia nhp vo T chc
khu.
Thng mi Th gii (WTO).
2 Khoa hc cng ngh pht trin
Cng cnh tranh ca cc
to in kin cho vic p dng
doanh nghip trong ngnh s
khoa hc k thut tin tin vo
cao hn na.
sn xut nhm tng nng xut,
cht lng sn phm p ng 2. Trnh khoa hc k thut ngy
cng cao, tui th cng ngh
nhu cu ngy cng cao ca th
ngy cng ngn, tui th sn
trng ni a v xut khu.
3 Thu nhp ngi dn tng trong
phm b rt ngn.
nhng nm gn y cho thy th 3. Xut hin nhiu cc sn phm
thay th.
trng ni a y tim nng.
4 Th trng xut khu c nhiu 4. Th trng xut khu ngy cng
kh khn do cc nc a ra
trin vng v hng ro thu quan
nhiu tiu chun ho l i vi
dn dn c bi b.
thc phm.
5 Hin ti, cc i th cnh tranh
trong nc yu v quy m nh.
6 Sn phm nng nghip trong
nc a dng di do (mt,
-54-
khoai, u phng.
im mnh (S):
1. Cng ty c h thng phn phi
rng khp c nc
2. Cng ty rt quan tm n hot
ng maketing
3. Thng hiu mnh v th phn
ln.
4. C s vt cht, my mc, thit
b hin i v tim lc ti
chnh mnh.
5. Cng ty xy dng c
chui cung ng tt, to iu
kin pht cho cng ty pht trin
n nh v gi thnh cnh
tranh.
6. Sn phm a dng, cht lng,
t tiu chun quc t, m
bo v sinh, an ton thc
phm.
im yu (W):
1. Nghip v qun l nhn s
cha chuyn nghip, t l nhn
vin b vic cao, ch i
ng cha tho ng.
2. B my nhn s rm r, my
mc, nguyn tc, thiu linh
ng.
3. Thng hiu Kinh rt ni
ting ( do thnh cng ca mt
s t cc dng sn phm nh
bnh Trung thu, bnh ti)
nhng vic xy dng thnh
cng thng hiu cho tng
dng sn phm cha tht ng
u.
4. Mt s t dng sn phm p
ng c nhu cu ca phn
khc th trng cao cp (bnh
trung thu, bnh ti), cn hu
ht cc sn phm ch p ng
nhu cu ca phn khc th
trng trung bnh v kh.
5. Vic xut khu sn phm ch
di hnh thc gia cng cho
i tc nc ngoi, thng
hiu Kinh cha c nc
ngoi bit n nhiu.
6. thc v cnh tranh ca nhn
vin thp.
7. Cha ch ng hon ton
ngun nguyn liu, my mc
thit b
SO
ST
WO
W1-6O1: Chin lc lin doanh,
lin kt ( hc hi kinh nghim),
chin lc chnh n (b my qun
l, maketing)
W7O1: Chin lc hi nhp v
pha sau
-55-
WT
W1W2W3T1 Chin lc chnh
n, lin kt
3.4.1
- y l chin lc chi phi hoc kim sot i vi cc nh phn phi. Hin nay, i vi
cc nh phn phi trong nc, Kinh hon ton c th chi phi v thng hiu Kinh
ni ting, cht lng sn phm tt, ti chnh mnh. Ngc li, i vi cc nh phn phi
nc ngoi th Kinh cha th chi phi c v thng hiu Kinh cha c nc
ngoi bit n nhiu.
- Do , i vi cc nh phn phi trong nc, Kinh tip tc duy tr v m rng h
thng phn phi, nhm m rng th phn ni a. Mt khc, chin lc ny cng tng
cng qung co cho cho Kinh thng qua nhng bng hiu ti cc ca hng. i vi
cc nh phn phi ngoi nc, Kinh cn quan tm n vic xy dng thng hiu
nc ngoi, nng cao gi tr sn phm, tng cng mi quan h, tm kim nhiu nh phn
phi mi dn dn tng uy tn Kinh trn th trng quc t.
3.4.1.2 Chin lc kt hp v pha sau:
- Kt hp v pha sau l chin lc l chi phi v kim sot cc nh cung cp. Kinh
cn phi thit lp c mi quan h khn kht vi nh cung cp c ngun cung n
nh v gi cnh tranh bng cch k hp ng di hn, h tr ti chnh
- Tuy nhin, thc hin c chin lc ny, Kinh phi c kh nng ti chnh vng
mnh, doanh thu ln v tng trng n nh
3.4.1.3 Chin lc kt hp theo chiu ngang:
- Kinh c th mua li, lin doanh cc doanh nghip trong ngnh. Phng n ny gip
cho Kinh gim chi ph u t ban u, ch tp trung ci to v khai thc theo chin
lc ca Kinh .
- Mt khc, lin doanh s to ra nng lc sn xut ln hn, kh nng p ng c nhiu
chng loi sn phm hn, iu ha cc ngun lc, cc th mnh ca mi cng ty, tip cn
th trng, nghin cu th trng hiu qu hn. c bit, lin doanh vi cc cng ty nc
ngoi gip Kinh hc hi c trnh qun l, nng cao cht lng sn phm, chia s
cng ngh, th trng ca i tc
3.4.1.4 Chin lc tng trng tp trung pht trin sn phm:
-56-
- Pht trin sn phm l chin lc tng doanh thu bng vic ci tin hoc sa i cc
sn phm hin c tng tiu th trn th trng hin ti.
- Kinh cn tng cng hn na cho hot ng RD v kinh ph, nhn lc v thit b
to ra nhng mt hng cht lng cao hn. C th nh s h tr t cc vin, cc
trng i hc trong v ngoi nc.
3.4.1.5 Chin lc tng trng tp trung theo hng thm nhp th trng:
- Tng cng hn na cho hot ng qung co, khuyn mi, hng dn tiu dng
nhm lm tng th phn ca mnh hin c.
- Kinh cn mi cc cng ty maketing chuyn nghip t vn v h tr cho hot
ng maketing ca mnh.
3.4.1.6 Chin lc tng trng tp trung theo hng pht trin th trng:
- Ngun nguyn liu ht iu, ht bp, u phng Vit Nam rt i do, nhu cu th
trng cao. Hn na, nhng mt hng ny c cng t im phn phi nh bnh ko, c
th tn dng nhng my mc thit b ca ngnh bnh ko sn xut.
- Hin ti, phn ln cc sn phm ny do cc c s nh sn xut, cht lng khng cao,
Kinh cn tp trung nghin cu cng ngh, quy trnh sn xut chim lnh th trng
nhm ang dng ho sn phm, tng doanh thu.
3.4.2
Tham kho thm mc 2.1.2.1 trang 18 Cc nhm sm phm chnh ca Cng ty C phn Kinh
-58-
- Th trng nng thn l khu vc gn nh cha c khai thc, trong khi dn c nng
thng chim gn 70% dn s c nc. Do , Kinh mun m rng th phn ca mnh,
Kinh nn quan tm n th trng nng thn nhiu hn bng cc dng sn phm c gi
mc trung bnh, hng vo nhm i tng khch hng c thu nhp thp v trung bnh.
- Vi chin lc nh gi mc trung bnh, m bo c li nhun, cng ty cn c
nhng bin php gim chi ph sn xut m vn m bo cht lng sn phm lm ra nh:
nng cao trnh ca cng nhn nhm gim t l hao ht, tm ngun cung cp nguyn vt
liu u vo vi gi cnh tranh, r sot loi b nhng cng on khng to ra gi tr
- Bn cnh , Kinh cng cn quan tm th trng trung v cao cp v mc sng ca
ngi dn Vit Nam ngy cng c nng cao. V phn khc th trng n y s mang li rt
nhiu li ch, nh tng doanh thu, li nhun, nng cao gi tr thng hiucho Kinh .
Kinh cn kho st v nghin cu th trng a ra mc gi thch hp nhm cnh tranh
vi hng nhp khu ng thi m bo t sut li nhun cao. Khi thm nhp cc th trng
xut khu khc nhau, Kinh cn phi c mc gi linh hot, ph hp vi tng th trng.
V d, th trng M, Nht, EU, Kinh c th chn chin lc gi cao, cc th trng khc
c th nh mc gi trung bnh, c th chnh lch i cht, tu theo th trng.
- Gii php v gi va m bo c li nhun cho cng ty, va gip cng ty thc hin
chin lc thm nhp th trng c hiu qu hn.
3.5.3.3 Gii php phn phi
- M chi nhnh ti cc th trng trng im phn phi sn phm nhm gim p lc bt
li t pha nh phn phi, ng thi gip cng ty nm bt nhanh chng thng tin th trng.
- C k hoch tham gia cc k hi ch trin lm trong v ngoi nc tm kim thm
nhiu nh phn phi v qun b thng hiu.
- Tng cng u t bn hng qua mng, y l mt hnh thc phn phi ngy cng ph
bin trn th gii v tit kim c thi gian v chi ph.
- K hp ng di hn vi cc nh phn phi, khch hng ln, c uy tn, ng thi c nhng
chnh sch h tr nh cp tn dng, thng hn ch trng hp nh phn phi tm cc
nh cung cp khc v th trng cnh tranh gay gt nh hin nay th nguy c mt nh phn
phi t i th cnh tranh rt cao.
3.5.2 Gii php ti chnh
-59-
khu hng ho. C nh vy Kinh mi gim c gi thnh, nng cao kh nng cnh tranh
trn thng trng.
- C chnh sch h tr v ti chnh cho nh cung cp ch lc nhm to c mi quan h
chin lc, nhm m bo ngun nguyn liu u vo n nh, gi cnh tranh
- p dng hnh thc khon chi ph nguyn liu cho b phn thu mua to s ch ng cho
b phn ny, c ch khen thng v khin trch r rng to ng lc kch thch h tng
hiu qu hot ng.
3.5.4.2 Gii php v sn xut:
- C k hoch sn xut hp l khai thc tt cng sut ca my mc, nhanh chng khu
hao ht gi tr ca my mc thit b, nhm u t cc loi my c cng ngh tin tin ca th
gii.
- Ch n vic gim gi thnh sn phm bng cch hn ch mc thp nht t l hao
ht, gim cc cng on tha, khng to ra gi tr.
- Khuyn khch i ng k s, nhn vin nghin cu cc gii php nng cao nng sut lao
ng, thay th cc my mc, thit b nhp ngoi nhm tit kim chi ch.
3.5.4.3 Gii php v cng ngh
- u t thm nhn s v ti chnh cho b phn nghin cu pht trin, c chnh sch khen
thng hp l da trn kt qu kinh doanh ca cc sn phm do h nghin cu em li nhm
kch thch h to ra sn phm gi tr gia tng hn, to ra li th cnh tranh mi cho cng ty.
- Khuyn khch nhn vin tham gia cc k hi tr trin lm cng ngh trong v ngoi nc
tm kim cng ngh mi, my mc hin i hn ca cc nc tin tin nhm tung ra
nhng dng sn phm mi, p ng nhu cu ngy cng tng ca ngi tiu dng
3.5.4.4 Gii php v qun l cht lng
p dng cc h thng qun l cht lng sn phm:
- Chng ch H thng qun l mi trng ISO 14000
- H thng Phn tch mi nguy v im kim sot ti hn (Hazard Analysis and Critical
Control Points - HACCP) hoc H thng qun l an ton thc phm ISO 22000:2005
- p dng c cng c qun l tin tin: 5S, Kaizen, Kim sot qu trnh sn xut bng k
thut thng k SPC (Statistical Process Control), Phn tch sai hng v tc ng FMEA
(Failure Mode and Effect Analysis )
3.6 MT S KIN NGH
-61-
3.6.1
-
i vi nh nc:
Nh nc cn c nhiu bin php chng hng nhi, hng gi v cc hnh thc trn thu
khc.
-
Nh nc cn gim s chnh lch v mc sng gia thnh th v nng thn, nng cao
mc sng ca ngi dn nng thn. Ch khi mc sng ngi dn nng thn c ci thin,
b phn dn c chim 75% dn s ny s to ra mt th trng rt ln v n nh, m bo
cho s pht trin bn vng ca ngnh thc phm
3.6.2
i vi ngnh:
-62-
KT LUN CHNG 3
Trn c s nh hng pht trin v d bo nhu cu sn phm ca cng ty, chng ti
xy dng mc tiu pht trin ca cng ty n nm 2015. ng thi qua phn tch cc cc
phng n khai thc v khc phc cc yu t tc ng n hot ng ca cng ty v nh gi
mi quan h tng tc gia cc yu t, chng ti xc nh c cc chin lc sau y:
Chin lc kt hp v pha trc
-63-
KT LUN
Hoch nh chin lc chin lc kinh doanh c ngha sng cn i vi mi doanh
nghip, l mt phng php hu hiu doanh nghip s dng hiu qu cc ngun lc, ng
thi xc nh ng hng i ca mnh trong qu trnh pht trin.
Trong iu kin mi trng thay i nhanh chng nh hin nay, nu ch da vo cc
u th trc y m khng thch ng kp thi vi s thay i ca mi trng th kh c th
ng vng v pht trin c. Thc t hin nay, rt t doanh nghip Vit Nam tin hnh
hoch nh chin lc pht trin cho mnh mt cch nghim tc, khoa hc.
Trn c s phn tch cc yu t tc ng bn trong v bn ngoi xc nh nhng
im mnh, im yu, c hi v nguy c ch yu, chng ta tin hnh phn tch cc kh nng
khai thc v khc phc cc yu tc . Chng ti ra c cc chin lc kinh doanh
then sau:
Chin lc kt hp v pha trc
-64-
-65-
http://www.itpc.hochiminhcity.gov.vn/vi/tin_tuc_thi_truong/tin_tuc/tin_trong_nuoc/fo
lder.2007-01-02.0112346049/folder.2007-01-02.0297183819/news_item.2007-0111.8910317456
17. nh hng pht trin cng nghip ch bin nc ta giai on 2000 2020
http://vst.vista.gov.vn/home/item_view?objectPath=home/database/an_pham_dien_tu/
nong_thon_doi_moi/2005/2005_00024/MItem.2005-06-15.4704/MArticle.2005-0615.4717
18. UNDP(United Nations Development Programme)
http://www.undp.org.vn
19. S liu kinh t Vit Nam 1996-2006 -Thi bo kinh t Si Gn. s 01/2007
20. ng Cng Sn Vit Nam
http://www.dangcongsan.vn
21. Vin nghin cu kinh t Trung ng
http://www.ciem.org.vn/home/vn/home/index.jsp
22. B Khoa hc v Cng ngh
http://www.most.gov.vn/
23. Cc lu tr Vit Nam
http://www.luutruvn.gov.vn/
24. Cc bng bo co kt qu sn xut kinh doanh, bng bo co ti chnh - Cng
ty CP Kinh giai on nm 2004-2006.
-66-
nhau to ra lai ko ny: Galatin, PectinAgar, Gum, Arabic, tinh bt bin tnh
-
sc phong ph
d. Ko Nougat v Mashmallow
-
sir. Ko thi l ko c th thi to thnh nhng bong bng, i tng tiu dng
ch yu l tr em.
2. Nhm bnh
a. Bnh biscuit
-
nh tri cy, chocolate, c ph,,, hoc ph chocolate bn ngai, hoc trng chocolate
bn trong.
b. Bnh cookies
-
-68-
que..
e. Cc lai bnh c xp cao
-
Lai bnh ny c nhiu bt kh nn xp, t trng thp nh bnh bng lan, bnh
bnh c sn xut th cng, thi gian bo qun khng lu, bnh c th c trang tr
bng bt bng kem, gn thm ph liu trang tr
-
Trng thi dn, xp. Bnh c nh hnh bng ct cn, hoc p n. Lai p n
c th to ra nhiu hnh dng phc tp v phong ph. Khc vi cc lai bnh khc ch
lm t bt m, bnh snack c th lm t bt bp, bt sn, khoai ty. Bnh thng c
tm nhiu gia v vi nhiu hng v c o nh hi sn, tm hm nng, hng
hnh
h. Bnh Trung thu
-
3. Khoai ty chin:
-
4. Snack ht:
-
bnh snack, thng dng nht l cc lai ht iu, u phng, bp rang, u Ha Lan
5. Chocolate v cc sn phm lin quan
6. Cc lai bnh ko c sn vng, min
-69-
Mt hng
Mc ct gim so vi hin hnh
Hoa, cy cnh
Gim 25%
Mt s rau (c tm, nm, t...)
Gim 40%
Ch
Gim 20%
Ng, loi rang n
Gim 40%
Mt s du thc vt
Gim 20-40%
Tht ch bin (hp
Gim 20%
Bnh, ko cc loi
Gim 20-30%
Bia
Gim 20%
M phm cc loi, x phng
Gim 20-40%
Sn phm nha dng trong gia nh
Gim 20%
Giy in bo
Gim 12%
Mt s loi giy khc, cc-tng
Gim 10-20%
Hng dt may
Gim 63%
Giy dp, m cc loi
Gim 20%
Gch p
Gim 17%
s
Gim 17-20%
Thy tinh, knh
Gim 10%
Phch nc
Gim 17%
trang sc bng kim loi qu, qu, ngc trai
Gim 25%
Mt s sn phm kim loi (xch xe, ng kim loi,
Gim 15-40%
dng c cm tay...)
Gim 20%
Qut in
Gim 20%
Thit b lc nc
Gim 20%
Mt s loi c quy
Gim 10-17%
Mt s linh kin chnh ca xe t
Gim 25%
Ngun: http://www.mof.gov.vn/Default.aspx?tabid=612&ItemID=38660
-70-
Hon ton ng .
1
i l ca Kinh
Ngi bn s
Ngi bn l
2.
Vui lng cho bit ngoi sn phm Kinh , anh/ch cn bn sn phm (ca i th cnh
tranh ca Kinh ) cng loi khc khng ?
Khng
3.
Tp.HCM v ng nam b
Min Ty
Min Trung
Min Bc
4.
Vui lng cho bit kin ca anh, ch v cht lng sn phm Kinh :
-71-
Pht biu
Mc ng
MH
cng loi
Sn phm Kinh thm hn cc sn phm cng
loi
Sn phm Kinh bo qun tt hn cc sn
phm cng loi
Mc ng
MH
6. Vui lng cho bit kin ca anh, ch v mu m, bao bca bnh ko Kinh ?
Pht biu
Mc ng
MH
10
11
12
13
7. Vui lng cho bit kin ca anh, ch v knh phn phi ca bnh ko Kinh ?
Pht biu
D dng tm mua sn phm Kinh hn sn
Mc ng
MH
14
15
16
17
-72-
tin)
Tt c cc siu th trn c nc u c bn sn
18
phm Kinh
8. Vui lng cho bit kin ca anh, ch v uy tn nhn hiu ca bnh ko Kinh ?
Pht biu
Mc ng
MH
19
20
21
22
9. Vui lng cho bit kin ca anh, ch v s quan tm chm sc khch hng ca Kinh
?
Pht biu
Mc ng
MH
23
24
25
10. Vui lng cho bit kin ca anh, ch v chng trnh qung co, khuyn mi ca Kinh ?
Pht biu
Mc ng
MH
26
27
28
29
khc
Cm n s ng gp kin ca qu v !
-73-
KT QU X L
V-1
Frequency
Valid Tp.HCM v ng Nam b
Percent
Valid percent
Cumulative percent
62
62
62
62
Min Ty
13
13
13
75
Min Trung
15
15
15
90
Min Bc
10
10
10
100
100
100
100
Total
V-2
Frequency
Valid C
Valid percent
Cumulative percent
92
92
92
92
10
100
100
100
Khng
Total
Percent
V-3
Frequency
Valid >5
T 5-7 nam
Valid percent
Cumulative percent
21
21
21
21
76
76
76
97
100
100
100
100
<1 nam
Total
Percent
V-4
Frequency
Percent
Valid percent
Cumulative percent
Valid 5
75
75
75
82
18
18
18
100
100
100
100
Total
-74-
V-5
Frequency
Percent
Valid percent
Cumulative percent
Valid 3
24
24
24
24
56
56
56
80
10
10
10
99
10
10
10
100
100
100
100
Total
V-6
Frequency
Percent
Valid percent
Cumulative percent
Valid 3
43
43
43
46
46
46
46
92
99
100
100
100
100
Total
V-7
Frequency
Percent
Valid percent
Cumulative percent
Valid 5
32
32
32
36
164
164
164
100
Total
100
100
100
V-8
Frequency
Percent
Valid percent
Cumulative percent
Valid 3
16
16
16
17
69
69
69
86
13
13
13
99
100
100
100
100
Total
-75-
V-9
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
36
36
36
42
54
54
54
96
100
100
100
100
Total
V-10
Frequency
Percent
Valid percent
Cumulative percent
Valid 5
24
24
24
24
66
66
66
90
10
10
10
100
100
100
100
Total
V-11
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
42
42
42
48
48
48
48
96
100
100
100
100
Total
V-12
Frequency
Percent
Valid percent
Cumulative percent
Valid 3
13
18
18
18
31
69
69
69
100
100
100
100
Total
-76-
V-13
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
28
28
28
29
63
63
63
92
100
100
100
100
Total
V-14
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
23
23
23
24
58
58
58
82
18
18
18
100
100
100
100
Total
V-15
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
44
44
44
50
50
50
50
100
100
100
100
Total
V-16
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
13
13
13
13
68
68
68
81
12
12
12
93
100
100
100
100
Total
-77-
V-17
Frequency
Percent
Valid percent
Cumulative percent
Valid 5
41
41
41
47
53
53
53
100
100
100
100
Total
V-18
Frequency
Percent
Valid percent
Cumulative percent
Valid 3
13
18
18
18
31
69
69
69
100
100
100
100
Total
V-19
Frequency
Percent
Valid percent
Cumulative percent
Valid 3
10
10
10
16
17
17
17
33
67
67
67
100
100
100
100
Total
V-20
Frequency
Percent
Valid percent
Cumulative percent
Valid 4
28
28
28
29
63
63
63
92
100
100
100
100
Total
-78-
-79-
-80-