CNG HA X HI CH NGHA VIT NAM C LP T DO HNH PHC --

BI TIU LUN

CNG TY C PHN BIBICA

Nhm: 23 _ Hello_MK91
Tn thnh vin: Nguyn Th Kim Thoa o L Ngc Bch Trn Th Thanh Xun Trn Th Thanh Tm H Th Phng Thanh 095 401 0485 095 401 2027 095 401 0627 095 401 0432 095 401 2436

Thng 8 2012

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

DANH SCH PHN CNG NGI CHUN B V KIM TRA THNG TIN STT A I 1 2 3 4 5 II 1 2 Loi thng tin LI M U TNG QUAN DOANH NGHIP M t doanh nghip Cu trc php l doanh nghip Ni dung s mnh v cc mc tiu ca doanh nghip Quy trnh sn xut v pht trin sn phm/dch v Ban qun l v nhn s PHN TCH DOANH S BN HNG Phn tch doanh s cc SP/DV tim nng trong tng lai Phn tch nguyn nhn tng gim doanh s cc SP/DV ch 3 yu Phn tch doanh s theo phn khc th trng ca tng 4 SP/DV ch yu Phn tch doanh s theo nhng PKTT trng tm hay nhng KH 5 III 1 2 3 4 IV ln nht Phn tch s giao ng doanh s theo yu t thi v PHN TCH TH TRNG S lc v th trng Phn tch li ch sn phm Phn tch phn khc th trng chi tit Phn tch th trng mc tiu PHN TCH I TH CNH TRANH Nhm: 23_Hello 2 HT BCH 24/07/2012 10/08/2012 HT BCH 24/07/2012 10/08/2012 Tnh trng HT Ngi chun b THANH Thi hn thc hin 24/07/2012 Thi im hon thnh 10/08/2012

HT HT HT HT HT

THOA THOA THOA THOA THOA

24/07/2012 24/07/2012 24/07/2012 24/07/2012 24/07/2012

07/08/2012 07/08/2012 07/08/2012 07/08/2012 07/08/2012

HT

BCH

24/07/2012

10/08/2012

HT

BCH

24/07/2012

10/08/2012

HT HT HT HT HT

BCH THOA THOA THOA THOA

24/07/2012 24/07/2012 24/07/2012 24/07/2012 24/07/2012

10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012

Cng ty C Phn Bibica 1 2 3 V 1 2 3 VI 1 2 3 4 5 6 7 VII 1 2 3 4

GVHD: Thc s Hong Th nh Nguyt

Mc tiu v chin lc ca cc i th cnh tranh Phn tch nhng im mnh yu ca DN so TCT D on phn ng cc TCT PHN TCH SWOT Nhng im mnh v nhng im yu ct li ca DN Nhng c hi v nhng nguy c ch yu ca DN Ma trn SWOT ca DN CHIN LC KINH DOANH CA DN Chin lc thm nhp th trng Chin lc pht trin th trng Chin lc a dng ha sn phm Chin lc pht trin sn phm Chin lc o to ngun nhn lc Chin lc khch hng Chin lc kim sot ngun cung ng MC TIU KINH DOANH CA DOANH NGHIP Doanh s v li nhun d kin nm nay v 3 nm lin k DN Cc yu t nh hng n mc tiu doanh nghip Mc tiu doanh nghip Cc bin php ln cn c thc hin c th t c

HT HT HT HT HT HT

TM TM TM BCH BCH BCH

10/08/2012 10/08/2012 10/08/2012 24/07/2012 24/07/2012 24/07/2012

10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012

HT HT HT HT HT HT HT

TM TM TM TM TM TM TM

24/07/2012 24/07/2012 24/07/2012 24/07/2012 24/07/2012 24/07/2012 24/07/2012

10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012

HT HT HT HT

THANH THANH THANH THANH

24/07/2012 24/07/2012 24/07/2012 24/07/2012

10/08/2012 10/08/2012 10/08/2012 10/08/2012

cc mc tiu d kin VIII K HOCH MARKETING 1 Mc tiu chin lc marketing 2 Chin lc marketing 3 K hoch thc hin marketing Nhm: 23_Hello

HT HT HT

XUN XUN XUN

24/07/2012 24/07/2012 24/07/2012

10/08/2012 10/08/2012 10/08/2012 3

Cng ty C Phn Bibica IX 1 2 3 4 B TRIN KHAI THC HIN CC K HOCH Sn phm Phn phi Chiu th Gi PHN KT LUN

GVHD: Thc s Hong Th nh Nguyt

HT HT HT HT HT

XUN XUN XUN XUN THANH

24/07/2012 24/07/2012 24/07/2012 24/07/2012 24/07/2012

10/08/2012 10/08/2012 10/08/2012 10/08/2012 10/08/2012

MC LC DANH MC CC K HIU V CH VIT TT.................................................................4 DANH MC CC HNH V V TH...............................................................................5 DANH MC PH LC.............................................................................................................6 DANH MC BNG BIU........................................................................................................7 PHN M U.........................................................................................................................9 CHNG 1: THC TRNG HOT NG DOANH NGHIP...........................................10 CHNG 2: CHIN LC MC TIU KINH DOANH CA DOANH NGHIP..........47 TI LIU THAM KHO.........................................................................................................68

DANH MC CC K HIU V CH VIT TT

Nhm: 23_Hello

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

DANH MC CC HNH V V TH

Nhm: 23_Hello

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

DANH MC PH LC
Nhm: 23_Hello 6

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

DANH MC BNG BIU

Nhm: 23_Hello 7

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Nhm: 23_Hello

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

PHN M U
Cng ty C Phn Bibica c ngi tiu dng bnh chn l doanh nghip nm trong danh sch nm cng ty hng u ca ngnh bnh ko Vit Nam, vi nhiu nm lin tip t c danh hiu " Hng Vit Nam cht lng cao ". Hng nm, Bibica c th cung cp cho th trng hn 15,000 tn sn phm cc loi, vi mt h thng sn phm rt a dng v phong ph gm cc chng loi chnh : Bnh quy, bnh cookies, bnh layer cake, scla, ko cng, ko mm, ko do, snack, bt ng cc dinh dng, bnh trung thu, mch nha,... . Vi chnh sch cht lng Khch hng l trng tm trong mi hot ng ca chng ti, cht lng sn phm v v sinh an ton thc phm rt c cng ty coi trng. Do , tt c sn phm u c sn xut trn dy chuyn thit b v cng ngh hin hin i, a s c nhp t Chu u. Ngoi ra, h thng cht lng ca Bibica c T chc BVQI (Anh quc) chng nhn ph hp vi tiu chun ISO 9001:2000. S pht trin ca cng ty l nh nh v c sn phm t c chin lc pht trin h thng bn hng thch hp. Sn phm ca Bibica l sn phm th yu, lng trung thnh khch hng dnh cho chng l khng c. Do vy, tng trng nhanh phi thit lp c h thng bn hng mnh. iu ny l bt buc v thc t trn th trng cho thy mt s sn phm c lc lng bn hng yu nhanh chng b cc i th chim ht th trng. Trn c s , cng ty Bibica c nhng chnh sch hot ng hay chin lc pht trin nh th no ng vng trn th trng ngy nay, cng l nhng vn ring l ca mi doanh nghip nu nh mun tn ti v pht trin i ln. l l do khin nhm 23 chn ti Cng ty C phn Bibica.

Nhm: 23_Hello

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

CHNG 1: THC TRNG HOT NG DOANH NGHIP 1.1 Tng quan doanh nghip 1.1.1 M t doanh nghip

Tn doanh nghip: Cng ty C Phn Bibica (BBC)

Tr s chnh

: S 443 L Thng Kit, Phng 8, Qun Tn Bnh,

Thnh ph H Ch Minh.
in thoi Email Vn iu

: (08) 3971 7920

Fax : (08) 3971 7922

: bibica@hcm.vnn.vn Website :www.bibica.com l chng khon : 154,2 t ng : BBC

M Logo:

Nhng lnh vc hot ng doanh nghip: Sn xut v kinh doanh trong v ngoi nc bao gm cc lnh vc v cng nghip ch bin bnh- ko- mch nha v cc loi thc phm ch bin khc. Xut nhp khu: Nhp khu cc nguyn vt liu thit b phc v cho sn xut kinh doanh ca cng ty. Xut khu cc sn xut cc sn phm bnh - ko - mch nha, cc loi sn phm khc. Kinh doanh cc nghnh ngh khc trong phm vi ng k v ph hp vi quy nh ca php lut.
Ngy thnh lp v s nm hot ng doanh nghip: Ngy 16/01/1999, Cng ty

C Phn Bnh Ko Bin Ha vi thng hiu Bibica c thnh lp t vic c phn

Nhm: 23_Hello

10

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

ha ba phn xng: bnh, ko v mch nha ca Cng ty ng Bin Ho. Tnh ti thi im hin ti, cng ty hot ng c 13 nm. V tr hay a im doanh nghip: Tr s ng k ca cng ty: Khu cng nghip Bin Ha I, Thnh ph Bin Ha, Tnh ng Nai, Vit Nam.

in thoi: (061)836576 - Fax: (061)836950 Email: bibica@hcm.vnn.vn - Website: www.bibica.com

Cng ty c cc nh my v chi nhnh t ti cc khu vc sau:

Nh my bnh ko Bin Ha II: Khu cng nghip Si ng B, th trn

Si ng, Huyn Gia Lm, H Ni.

in thoi: (04)8754091 - Fax: (04)8754173 Email: bibica2@hn.vnn.vn

Cc chi nhnh TPHCM, Cn Th, Nng, H Ni. Chi nhnh Cng ty Bibica ti Tp.HCM: 443 L Thng Kit, Q.Tn Bnh,TP H Ch Minh.
Chi nhnh Cng ty Bibica ti Nng: 267B ng a, Q.Hi Chu, TP

Nng. Chi nhnh Cng ty Bibica ti Cn Th: 5A1 ng 30/4, Q.Ninh Kiu, TP Cn Th. Chi nhnh H Ni: ng 206, Khu B, Khu Cng Nghip Ph Ni A, Huyn Vn Lm, Tnh Hng Yn.
Phng php kinh doanh ca doanh nghip: Cng ty c Phn Bibica c trch

nhim hu hn v c t cch php nhn c lp ca cng ty c phn ph hp vi php lut Vit Nam. Nhm: 23_Hello 11

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Sn phm chnh ca doanh nghip:

Bng 1: Bng sn phm chnh ca cng ty Bibica Cc loi sn phm Bnh trung thu

Bnh bng lan kem

Bnh Biscuits & Cookies

Ko cc loi

Scla

Bt ng cc dinh dng

Sa bt dinh dng

Nhm: 23_Hello

12

Cng ty C Phn Bibica Sn phm dinh dng

GVHD: Thc s Hong Th nh Nguyt

Sn phm n king

Doanh s, li nhun, c cu vn v lc lng lao ng hin nay v 3 nm qu

kh lin k ca doanh nghip: Bng 2: Bng doanh s, li nhun, c cu vn v lc lng lao ng 2009 627.0 57.3 N 18.4% Vn ch s Lc lng lao ng (ngi) hu 81.6% 1677 2010 787.8 41.8 N 28.2% Vn ch s hu 71.8% 1781 2011 1000.3 46.37 N 28.2% Vn ch s hu 71.8% 2015 2012 1308 60.17 N 28.2% Vn ch s hu 71.8% 2258

Doanh s (t ng) Li nhun (t ng) C cu vn

Nhng khch hng ch yu ca doanh nghip:

Khch hng m Bibica hin ang nhm ti l mi ngi mi ni, vi nhm

khch hng chnh l h gia nh vi mc ch dng bnh, ko trong dp sum hp gia nh, hc sinh cn thc n nhanh lt d, nhn vin vn phng n nh gi tra. Khch hng tim nng m cng ty hng n l i tng vn phng vi mt lc lng kh ng v tr. Kinh nghim qun l doanh nghip:

Nhm: 23_Hello

13

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Thnh cng ca Cng ty C Phn Bibica thc cht l n t ban iu hnh ca

Cng ty hn l t vic hp tc vi i tc nc ngoi.

iu hnh trc tip do Tng Gim c - Trng Ph Chin. Phn ln chin

lc vn do ng a ra v bo v trc Hi ng Qun tr.

V qun l, hin nay Bibica hu nh ch s dng cc cng ngh, phng php

qun l hin i. V d ng dng cng ngh thng tin vo cc hot ng kinh doanh, sn xut. Cch y 3 nm, Bibica thit lp vn phng in t, cng ty khng s dng giy. Phn mm qun l doanh nghip v cng ngh kim sot - bn hng trn h thng c xy dng xong. Cng ty cng ang xy dng m hnh sn xut tinh gn v qun l nhn s bng phn mm.
Hin ti thch thc ln nht trong iu hnh Bibica chnh l qun l con ngi.

i vi cc cng ty ngnh hng tiu dng, i ng k s, c nhn v cn b qun l l nhng ngi to ra gi tr cho doanh nghip, trc tip m bo cht lng sn phm. Vic xy dng chnh sch lao ng ca Bibica nhng nm u gp kh khn do chnh sch tin lng ca ngnh khng th cnh tranh vi cc ngnh cng ngh cao hay bt ng sn, ti chnh. 1.1.2 Cu trc php l doanh nghip

Loi hnh doanh nghip ng k kinh doanh: Cng ty C Phn Bibica c

thnh lp ti Vit Nam v hot ng theo giy chng nhn ng k kinh doanh Cng ty C Phn s 4103010755 ngy 16/01/1999 do S K hoch v u t Thnh ph H Ch Minh cp (ng k thay i ln 2 ngy 05/07/2008). Tn v kinh nghim ca ngi i din php l doanh nghip: ng Trng Ph Chin hin ang lm Ph Ch Tch Hi ng Qun Tr kim Tng Gim c Cng ty v cng l ngi i din php l ca Bibica.
Gii tnh: Nam - Ngy/thng/nm sinh: 26/12/1964 Quc tch: Vit Nam - Dn tc: Kinh - Qu qun: Qung Nam

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

a ch thng tr: C2/9/24 V Trng Ton, Phng 2, Q.Bnh Thnh, Thnh

ph H Ch Minh.
Trnh hc vn: 12/12

Trnh chuyn mn: C nhn Kinh t Cng Nghip Qu trnh cng tc:

Nm 1997 - 1999: Trng phng Xut nhp khu Cng ty ng Bin

Ha.

Nm 1999 - 2000: Trng phng Xut nhp khu Cng ty C phn

ng Bin Ha

Nm 2000 - 07/2003: Trng phng Vt t Cng ty C phn Bnh Ko

Bin Ha.

Thng 07/2003 - ngy 01/03/2008: Ch tch Hi ng Qun Tr Cng

Ty C phn Bnh Ko Bin Ha.

Ngy 01/03/2008 - hin nay: Ph Ch tch Hi ng Qun Tr kim

Tng Gim c Cng Ty C phn Bibica.

Kinh nghim cng tc: Hn 23 nm. Hnh vi vi phm php lut: Khng

Gii thiu cc doanh nghip thnh vin trc thuc: Cc n v trc thuc:

Nh my Bibica Bin Ha: KCN Bin Ha 1, ng Nai. Nh my Bibica H Ni: KCN Si ng B, Long Bin, H Ni.

Cc cng ty con:

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Cng ty TNHH MTV Bibica Min ng: KCN M Phc 1, Bn Ct,

Bnh Dng.

Cng ty TNHH MTV Bibica Min Bc: KCN Ph Ni A, Hng Yn. Cng ty TNHH MTV Bibica Min Bc ang trong qu trnh u t xy

dng c bn, cha i vo hot ng. 1.1.3 Ni dung s mnh v cc mc tiu ca doanh nghip

Cc mc tiu ca doanh nghip hin nay (nm 2012):

Mc tiu hot ng: Lun hng n sc kho v li ch ca ngi tiu

dng, Bibica hp tc vi Vin Dinh Dng Vit Nam nghin cu cc sn phm cho ph n mang thai, tr em, nhng ngi b bnh tiu ng hoc bo ph. Bibica hot ng vi chnh sch cht lng Khch hng l trng tm trong mi hot ng.
Mc tiu tng qut: Doanh thu tng 30%, gia tng th phn Bibica, chim

lnh 15% th trng bnh ko Vit Nam.

Mc tiu sn xut: Khai thc 80% cng sut dy chuyn bnh Lotte Pie. Mc tiu bn hng:

Gia tng bao ph ca cc sn phm Bibica. Nng cp v hon thin h thng nh phn phi ca Bibica. M rng quy m v phm vi cc knh phn phi, pht trin th trng ti

nhng vng su vng xa thng qua h thng i l v nh phn phi. Pht trin th trng xut khu sang nhiu nc.

Mc tiu sn phm Tp trung sn xut v tiu th sn phm.

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Pht trin sn phm bnh cy, ko cy. Xy dng cc nhm sn phm ch lc: Hura, Lotte Pie, ko.

Chin lc kinh doanh ca doanh nghip hin nay: Tng doanh thu 30% v li nhun 20%. Tp trung pht trin thc phm dinh dng tt cho sc khe. a vo sn xut dy chuyn sn xut ko nhm cng c v tr dn u trong lnh vc sn xut ko. Cng c v pht trin h thng phn phi. Cc ri ro trong v ngoi doanh nghip:
Ri ro kinh t:

Nm 2011 tnh hnh kinh t th gii v trong nc c nhiu bin ng:

suy thoi kinh t ko di, khng hong trong khi ng Euro, gi vng, USD tng cao . Tuy Nh nc c nhng chnh sch mnh m nhm kim ch lm pht nhng mc lm pht nm 2011 ca Vit Nam cng mc cao n 18.58%, li sut ngn hng cho vay trn 20%/nm, s doanh nghip ph sn trn 50,000 doanh nghip, gi c leo thang ko theo sc mua chm.

Gi in, xng du, nguyn vt liu u vo tip tc bin ng tng. Thng 5/2011 dy chuyn sn xut bnh Lotte Pie Nh my Bibica

Min ng gp s c ha hon phi ngng sn xut sa cha n thng 2/2012 mi hot ng li. Tng chi ph phc hi khong 155 t ng c bo him bi Cng ty Bo him Du kh. Tuy nhin, s c ny cng nh hng n ngun vn Cng ty v k hoch thm nhp th trng ca sn phm Lotte Pie trong nm 2011.
Ri ro xut pht t c im kinh doanh:

Nhm: 23_Hello

17

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Xu hng tiu dng: Ngi tiu dng quan tm hng u l mt hng

thc phm, ngnh hng bnh ko ch l ngnh hng th yu, nn trong chi tiu ca ngi tiu dng i vi mt hng bnh ko khng c a vo khon chi tiu chnh m n hon ton ph thuc vo thu nhp. V chng loi mt hng, nhng mt hng m nhng nm trc y cha phi thit yu hoc mt hng dinh dng cao, th nay ang gia tng mnh, nh sn phm c gi tr dinh dng cao, sn phm dnh cho ngi n king, sn phm dinh dng chc nng.

Ngnh hng bnh ko nh hng rt ln n yu t thi v: Ma Trung Do tnh cht kinh doanh nn s thay i nhn s, c bit l nhn vin

Thu, Tt Nguyn n, ma ngh h hc sinh. bn hng nu chuyn sang lm vic cho cc i th cnh tranh s dn n mng li tiu th ti khu vc m nhn vin qun l c th b i th cnh tranh thng hiu v tip cn.

Ri ro do xu hng x hi thay i khi x hi ngy cng pht trin,

ngi dn bt u quan tm n sc khe, quan tm hn n ch dinh dng, v vy nhu cu tiu dng bnh ko c th pht trin a dng hn. y cng l mt vn c cng ty quan tm.
Ri ro khc: Thin tai, dch bnh . Ngoi ra cn c mt s ri ro ng quan tm:

Cnh tranh mnh m trong ngnh bnh ko vi s tham gia ca nhiu

hng bnh ko nc ngoi, cng nh nguy c tim n cc doanh nghip mi do ro cn gia nhp ngnh kh thp. Kh nng thnh cng ca vic a cc sn phm mi ra th trng vn

cn phi i thi gian kim chng. H thng phn phi cha su rng, c bit l ti th trng thnh ph

H Ch Minh.

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Tuy nhin, cng ty cng ang c k hoch m rng h thng phn phi

tng 10-15%/nm. 1.1.4 Quy trnh sn xut v pht trin sn phm

C s vt cht k thut doanh nghip:

Dy chuyn sn xut bnh trung thu v Cookies, tng mc u t 5 t ng

c lp t v a vo hot ng thng 9/2001.

Thng 10/2002, dy chuyn scla c chnh thc a vo hot ng. Ngoi ra, cng ty Bibica mnh dn u t n 3 triu USD nhp t Anh

Quc v Hoa K hai dy chuyn sn xut Biscuits v Cookies vi cng ngh mi nht, t ng ha cao. Cc dy chuyn sn xut ko cng, ko mm lin tc khp kn c nhp t Chu u. Bibica cn c dy chuyn sn xut mch nha vi cng ngh thy phn bng enzym, tinh luyn bng than hot tnh v trao i ion.
Nm 2001, cng ty l nh sn xut trong nc i tin phong trong vic u t

dy chuyn thit b hin i v nm bt c cng ngh sn xut bnh bng lan kem cht lng cao vi hn s dng ln n mt nm. Nguyn vt liu sn sut:
Nguyn vt liu chnh: Bt m, ng, tinh bt sn c ngun cung cp trong

nc, nh cung cp n nh nhiu nm lin, cng ty c hp ng cung cp theo nm.

Nguyn vt liu ph: Trng, sa, du n, b, shortening, hng liu khc, ph

gia mua t cc doanh nghip trong nc, trn c s nhu cu d kin c nm.
Bao b: Mng gi, ti nha, hp thic, hp nha, thng carton, hp giy c

cung cp bi cc doanh nghip ln v c uy tn thc hin in n. Mt s loi nguyn liu nhp khu t cc nc Php, Singapore. Nhm: 23_Hello 19

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Lc lng lao ng ca doanh nghip:

S lng cn b, cng nhn vin bao gm c lc lng bn hng: Bng 3: Bng s lng nhn vin Cc ch tiu chnh Lao ng bnh qun nm Qu lng, thng thc hin (t ng) Bnh qun thu nhp (ng/ngi/thng) Trong
Lng

Nm 2007 1,305 40.554 2,501,536

Nm 2008 1,437 46.043

Nm 2009 1,677 72.611

Nm 2010 1,781 91.256

Nm 2011 1,626 107.482 6,145,557

2,930,696 4,569,094 4,742,640

Thng v cc thu

2,148,819

2,548,896 3,874,991 3,944,710 797,930

4,667,668 1,477,889

352,717 345,800 694,103 nhp khc C cu lao ng theo trnh v tnh cht cng vic: Bng 4: Bng c cu lao ng Phn loi

S ngi Theo trnh Trn i hc 3 i hc 224 Cao ng 82 Trung cp, CNKT lnh ngh 507 Lao ng ph thng 810 Theo tnh cht cng vic Lao ng trc tip sn xut 801 Lao ng gin tip, phc v 825 sn xut v lc lng bn hng c trng sn phm ca doanh nghip:
M t chi tit v sn phm:

T trng (%) 0.2% 13.8% 5.0% 31.2% 49.8% 49.3% 50.7%

Bnh bng lan kem Hura: c im hu hnh l mt loi bnh bng lan

ti cao cp ngon ming, bt mt, hm lng cht dinh dng cao; c im v Nhm: 23_Hello 20

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

hnh l mt loi bnh bng lan ti cao cp u tin ti Vit Nam c u t vi mt dy chuyn sn xut hin i, bo m v sinh an ton thc phm. Hin nay trn th trng c rt nhiu hng v bnh bng lan kem khc nhau nh du, cm, nho, kem cam + C, khoai mn, kem sa, kem Hura-Light c ng hp vi trng lng 200 gr, 300 gr, 400 gr v 480 gr.

Ko nhn cao cp Volcano: Vi lp v bc h the mt, ngt du v lp

nhn scla thm ngon n giu bn trong, y thc s ang l mt trong nhng sn phm ko cng c a thch i vi phn ln ngi tiu dng. Khch hng c rt nhiu la chn khc nhau v hng v nh: bc h nhn scla, bc h sa nhn scla, sa c ph nhn scla hoc v hnh thc ng gi bao gm ti, hp nha vi nhiu mc trng lng khc nhau ( 17,5gr; 175gr; 280gr).

Bnh trung thu: S dng hon ton nguyn liu sch t nhng nh cung

cp c uy tn trn th trng, quy trnh sn xut, ng gi c u t m bo cho ra i nhng sn phm cht lng nht m bo sc khe cho ngi s dng. Nm 2011 sn phm bnh trung thu ca Bibica kh a dng vi nhiu mc gi, trong thp nht l Hp D on Vin (390,000 VN) v cao nht l Hp Bnh Trung Thu Nguyt (1,200,000 VN).

Lotte Pie: Hin ang l mt trong nhng sn phm ch lc ca cng ty,

Lotte Pie c hm lng cht dinh dng tng i cao, nhng chic bnh mm mi vi lp scla ph bn ngoi c th lm hi lng bt k v khch no. Sn phm c g khc so vi i th cnh tranh? Vi mc tiu hot ng l lun hng n sc khe v li ch ca ngi

tiu dng, Bibica hp tc vi Vin Dinh Dng Vit Nam nghin cu cho ra i dng sn phm p ng nhu cu dinh dng cho nhng i tng

Nhm: 23_Hello

21

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

khch hng c th nh: ph n mang thai, tr em, nhng ngi b bnh tiu ng hoc bo ph.

Nm 2005, Bibica l doanh nghip Vit Nam u tin cho ra i sn

phm bnh trung thu c th s dng cho ngi n king, bnh nhn tiu ng v ngi bo ph. n nay, cng ty ln lt cho ra i cc sn phm cao cp cho ngi n king: bt ng cc, scla, bnh bng lan kem, ko cng v ko do . Nhng sn phm ny c nghin cu v th nghim lm sng bi Vin Dinh Dng Vit Nam i n kt lun l c th s dng cho ngi n king v ngi b bnh tiu ng. im c bit trong cc sn phm ny l ng saccharose c thay th hon ton hoc a phn bi nguyn liu cao cp Isomalt v vn m bo hng v ca sn phm. Khch hng ca doanh nghip: Lit k nhng khch hng ch yu: Nh trung gian: i l, nh phn phi v cc im bn l c sc bao ph

th trng ln. Ngi tiu dng: Tp trung l gii tr, nhn vin vn phng, tui t

7-35 tui, nhng ngi lun bn rn vi cng vic v sinh hot, c thu nhp n nh, nhu cu n vt cao v thch t tp bn b. Ti sao h li s dng sn phm ca doanh nghip? Tt c cc sn phm ca Bibica u c sn xut trn dy chuyn thit

b v cng ngh hin i, a s c nhp t Chu u. Ngoi ra, h thng qun l cht lng ca cng ty c T chc BVQI (Anh Quc) chng nhn ph hp vi tiu chun ISO 9001:2000. Cng ty s dng chin lc to s khc bit ch cung cp nhng sn

phm khng phi vi mc gi thp nht m l c nhng tnh nng hoc c

Nhm: 23_Hello

22

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

im khc bit i vi nhng sn phm ca i th, chnh iu gy n tng vi khch hng.

Bibica p dng rt nhiu cch thu ht khch hng nh khng ngng

nng cao cht lng sn phm, design p hn; hnh nh thng hiu cao cp, khc bit, sng to hn; cng ngh hin i hn. H thng phn phi ca Bibica c ph rng, i ng nhn vin t vn

v bn hng c hun luyn vi tc phong chuyn nghip. 1.1.5 Ban qun l v nhn s

S t chc tuyn doanh nghip:

Hnh 1: S t chc doanh nghip

Hi ng qun tr:

Bng 5: Bng thnh vin Hi ng qun tr STT 1 2 3 4 5 Tn ng Jung Woo Lee ng Trng Ph Chin ng V Ngc Thnh ng Jeong Hoon Cho ng Nguyn Ngc Ha Chc v Ch tch HQT Ph Ch Tch HQT Thnh Vin Thnh Vin Thnh Vin 23

Nhm: 23_Hello

Cng ty C Phn Bibica

Ban Gim c:

GVHD: Thc s Hong Th nh Nguyt

Bng 6: Bng thnh vin ban gim c STT Tn 1 ng Trng Ph Chin 2 ng Phan Vn Thin 3 ng Nguyn Quc Hong 4 ng Seok Hoon Yang 5 B Ng Kim Phng 6 ng V Thanh Hng 7 ng Nguyn Cng Thnh 8 ng Trn Ngc V Huy 9 ng Nguyn Trng Kha 10 ng o Ngc Huy 11 ng Nguyn Vn Bnh 12 ng L Xun Dng 13 ng ng Vn ng 14 ng Ng Hng Thi Ban kim sot: Chc v Tng Gim c Ph Tng Gim c Kinh Doanh Ph Tng Gim c Sn Xut Gim c ti chnh Quyn K Ton Trng Gim c khi K Hoch Gim c khi Hnh Chnh Nhn S Gim c khi Mua Hng Gim c khi Nghin Cu Pht Trin Gim c khi K Thut u T Gim c nh my Bibica Bin Ha Gim c Cng ty Bibica Min ng Gim c nh my Bibica H Ni Gim c bn hng Min Bc

Bng 7: Bng thnh vin ban kim sot STT Tn Chc v 1 ng L Hoi Nam Trng Ban 2 ng Trn Quc Vit Thnh vin 3 ng Trn L Vit Hng Thnh vin H thng khen thng, cc tha thun v nhn s: Chnh sch tin lng, thng:

Trong nm 2011 Cng ty ban hnh thng lng bng lng mi ph hp

quy nh v xy dng bng lng v mc lng ti thiu vng qui nh ti Ngh nh s 108/2010/N-CP ban hnh ngy 29/10/2010 v Ngh nh s 70/2011/N-CP ban hnh ngy 22/08/2011 ca Chnh ph, c th:
iu chnh mc lng ti thiu 1,350,000 ng ln 2,600,000 ng v

p dng thng nht trong ton cng ty v cc nh my trc thuc.

Nhm: 23_Hello

24

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

iu chnh tng n gi tin lng t 58,000 ng ln 65,000, ng thi chun ha li h s lng a n gi v theo n gi chun l 100,000 ng. Chuyn ph cp thm nin ca ngi lao ng vo h s lng lm

tng thu nhp ca lao ng c thm nin.

tng thu nhp v gii quyt vn lao ng trong thi gian cao im,

cng ty p dng chnh sch ph cp chuyn cn: Mc ph cp 400,000 ng/ngi/thng nu nh gi t loi A v 200,000 ng/ngi/thng nu nh gi t loi B. Cng ty ban hnh chnh sch thng bm 2011 s 0044/TB-TG

ngy 20/01/2011:
Thng c nhn: Thng qu, thng thng 13, 14, c s xt thng l

kt qu sn xut kinh doanh ca Cng ty v kt qu nh gi c nhn theo 5 tiu ch.

Thng tp th: a ra mc thng, cn c cc tiu ch nh gi cc

n v t phn u gm: chp hnh ni quy, thc hin ISO, 5S v cc kin ngh v xut tit kim, hp l ha sn xut v nng cao hiu qu qun l.
Cc chnh sch khc: Ngoi cc chnh sch ni trn, cc chnh sch khc c

p dng theo ng Lut lao ng nh:

c k kt hp ng lao ng. c tr lng theo ng ni dung hp ng lao ng v theo Lut Lao

ng ca Vit Nam quy nh.

c to iu kin thun li trong lao ng v hc tp. c bo him x hi, bo him y t trong qu trnh lm vic.

Nhm: 23_Hello

25

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

c quyn khiu ni v tranh chp trn hp ng lao ng. c quyn u tin mua c phn khi cng ty pht hnh thm c phiu

(nu c).

c cng ty i th tham quan, ngh mt hng nm bng ngun qu

phc li cng ty.

Bn cnh , cng ty cn khen thng, t chc cc bui tham quan cho

con em cc cn b cng nhn vin trong cng ty. Cc c ng: LOTTE CONFECTIONERY CO., LTD. : S hu 38% c phn Cc c ng khc ca Bibica 1.2 Phn tch doanh s bn hng 1.2.1 Phn tch doanh s cc sn phm/dch v tim nng trong tng lai : S hu 62% c phn

Bng 8: Phn tch doanh s cc sn phm tim nng trong tng lai Sn phm Bnh Hura Bnh trung thu Bnh Lotte pie Ko nhn cao cp Volcano Tng Nhn xt: Doanh thu (t ng) 400.12 100.3 150.045 350.105 1,000.3 T trng (%) 40 10 15 35 100 Doanh thu tim nng Cao Trung bnh Thp

Nhm: 23_Hello

26

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Sn phm bnh Hura c doanh thu cao 400.12 t ng chim t trng cao nht trong doanh thu vi 40%, k tip l sn phm ko nhn cao cp Volcano vi t trng 35%, c doanh thu 350.105 t ng, bnh Lotte Pie c doanh thu 150.045 t ng c t trng 15% v thp nht l bnh trung thu vi doanh thu 100.3 t ng chim 10% trong t trng doanh thu. Bnh Hura, ko nhn cao cp Volcano, bnh Lotte Pie c nh gi c doanh thu tim nng cao v y l 3 dng sn phm ch lc ca Bibica. Bn cnh , tng lai cng ty s m rng th phn ln 3-5%, m rng cc c s sn xut. Bibica lun nghin cu, tm hiu th hiu ca khch hng, thay i mu m tung ra cc sn phm c cht lng, pht trin h thng phn phi nhm tng doanh thu v theo d bo ca BMI th tc tng trng ngnh bnh ko Vit Nam trong 3 nm ti (2012-2014) t khong 11%/nm. Do , doanh thu tim nng ca 3 sn phm ny l cao. Ring sn phm bnh Lotte Pie tuy t trng trong doanh thu thp ch 15% v s kin nh my Bibica Min ng b chy nhng c nh gi cao l v sn phm ny ang c cng ty tp trung pht trin cng vi dy chuyn Lotte Pie ang c khi phc v a vo hot ng. Bnh trung thu c nh gi l c doanh thu tim nng trung bnh, v doanh thu thp hn doanh thu ca cc sn phm ch lc trn nhng cng ty nghin cu v a ra cc dng sn phm dnh cho ngi n king, tiu ng, y s l bc tin cho doanh thu trong tng lai ca dng bnh trung thu. 1.2.2 Phn tch nguyn nhn tng gim doanh s cc SP/DV ch yu

Bng 9: Phn tch nguyn nhn tng gim doanh s cc sn phm ch yu Sn phm ch yu Bnh Hura Doanh thu (t ng) 400.12 Sn lng (tn) 5,591 Gi bnh qun (ngn ng/kg) 71.57 Xu hng tng, gim (+) y l sn phm ch lc.
Nhu cu n lt d cao, cn nhng

Gii thch l do

sn phm c v sinh cao sn phm thit thc.

Sn phm c hn s dng di

Nhm: 23_Hello

27

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt sn phm tin dng.

Thu nhp ngi dn tng sc

mua cao. nh v l dng sn phm cao cp gi cao. Bnh trung thu 100.3 860 116.63 (-) Dng bnh mang tnh thi v.
Lm pht lm ngi dn phn vn

trc khi mua sc mua gim. Chu s cnh tranh ca cc i th ln nh Kinh , ng Khnh . S kin chy nh my Bibica Min ng.
Thng tin v sn phm Choco Pie

ca Tp on Lotte c cha cht Bnh Lotte Pie 150.045 2,151 69.76 (-) gy hi cho sc khe ngi dn cnh gic vi sn phm ca Lotte. Sn phm chu s canh tranh gay gt ca Orion, Phm Nguyn. Dnh nhiu chi ph cho vic qung co sn phm. y l sn phm ch lc. Ko nhn cao cp Volcano
Nhn xt:

Nhu cu ko cng cao, do nhng 350.105 5,232 66.92 (+) dp lin hoan ngy cng nhiu. Gi c phi chng. Sn phm c hng bc h nn c nhiu ngi a chung.

Nhm: 23_Hello

28

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Trong 4 sn phm cng ty Bibica ang c gng theo ui, th sn phm bnh Hura v ko nhn cao cp Volcano l ang c khuynh hng tng, iu ny l bo ng tt cho cng ty chuyn v sn xut bnh ko nh Bibica trong th trng cnh tranh khc lit nh hin nay. Tuy nhin dng sn phm bnh trung thu v bnh Lotte pie ang c khuynh hng gim nhng khng nhiu, v cng ty ang n lc ci tin cc dy chuyn thit b tng doanh thu cc sn phm ny trong tng lai. 1.2.3 Phn tch doanh s theo phn khc th trng ca tng SP/DV ch yu Bng 10: Sn phm/Nhm sn phm - Bnh Hura/Bnh bng lan kem Phn khc TP.HCM Doanh s (t ng) 232.07 T trng (%) 58 C khuyn mi Khuynh hng Tng mnh Min Trung Min Bc BSCL 48.01 12 64.02 56.02 16 14 Khng tng Tng chm Khng tng Thu nhp cao, ng dn, nhp sng hi h nhu cu i hi nhng sn phm tin li nhiu i sng ngi dn kh khn nhu cu khng nhiu Tm l ngi min Bc hay tit kim mc d thu nhp cng kh cao nhu cu khng cao Gi bnh so vi mc sng ca ngi dn BSCL kh cao Nguyn nhn

nhu cu thp Bng 11: Sn phm/Nhm sn phm - Bnh trung thu Phn khc TP.HCM Doanh s (t ng) 55.17 T trng (%) 55 C khuyn mi Khuynh hng Tng chm Nguyn nhn Thu nhp cao, nhu cu biu tng qu vo dp trung thu cao nhu cu i hi nhng sn phm a dng mu m B cnh tranh gay gt bi cc i th ngi dn phn vn trc nhiu sn phm 29

Nhm: 23_Hello

Cng ty C Phn Bibica Min Trung 10.03 10

GVHD: Thc s Hong Th nh Nguyt Gim

i sng ngi dn kh khn nhu cu thp v chn nhng sn phm gi thp Min 15.05 15 Tng Truyn thng biu tng qu cao Bc nh nhng vn tht cht thu chi c nhu cu nhng khng nhiu BSCL 11.03 11 Khng Gi bnh so vi mc sng ca tng ngi dn BSCL kh cao nhu cu thp Xut 9.03 9 Tng Sn phm c cht lng, hp khu v sinh nn c ngi nc ngoi chp nhn Bng 12:Sn phm/Nhm sn phm - Bnh Lotte pie/Bnh mm ph scla Phn khc TP.HCM Doanh s (t ng) 73.52 T trng (%) 49 C khuyn mi Khuynh hng Tng Thu nhp cao Nhu cu i hi cao. Cng ty ang c gng u t my mc p ng nhu cu. C s cnh tranh gia cc sn phm cng loi, v thng tin v sn phm ca Lotte gy hi cho sc khe Khuynh hng Min Trung 16.5 11 Khng tng tng nhng khng nhanh. Gi sn phm so vi mc sng ca ngi dn min Trung kh cao Nhu cu khng Min Bc 22.51 15 Tng nh nhiu Thu nhp kh cao, sn phm cn thit nhng tm l tht cht chi tiu v s cnh tranh ca cc i th c nhu cu Nguyn nhn

Nhm: 23_Hello

30

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt nhng khng nhiu i sng ngi dn kh khn nhng sn phm p ng c nhu cu, gi phi chng c nhu cu nhng khng nhiu Cng ty mun m rng th trng v em thng hiu Bibica ra khp th gii Sn phm c cht lng, hp v sinh nn c ngi nc

BSCL

19.5

13

Tng khng ng k

Xut khu

18

12

Tng

ngoi chp nhn Bng 13: Sn phm/Nhm sn phm - Ko nhn cao cp Volcano/Ko Phn khc TP.HCM Doanh s (t ng) 168.05 T trng (%) 48 C khuyn mi Tng nhanh Thu nhp cao, tr em nhiu, hay t chc tic lin hoan, gi chp nhn c nhu cu i Tng khng 70.02 20 ng k Tng cao i sng ngi dn kh khn nhu cu khng nhiu Thu nhp kh cao, hay c tic Khuynh hng Nguyn nhn

Min Trung Min Bc 1.2.4

52.52

15

tng, lin hoan nhu cu tng Phn tch doanh s theo nhng PKTT trng tm hay nhng khch hng

ln nht Cng ty Bibica xc nh 20% khch hng s mang ti 80% doanh thu cho cng ty chnh l nhng nh trung gian, ngi tiu dng ca 2 th trng TP.HCM v H Ni. Do , cng ty s c nhng n lc nhm thc y vic bn hng trong tng lai. Bng 14: Bng quy lut 80/20 Ai nm H l loi khch hng no? 31

Nhm: 23_Hello

Cng ty C Phn Bibica trong

GVHD: Thc s Hong Th nh Nguyt

top Cng ty c th c khch hng nh vy nhiu hn khng?

20% khch hng Th trng Nh trung gian: i l, nh phn phi v cc im bn l c sc bao ph TP.HCM th trng ln. Ngi tiu dng: Tp trung l gii tr, tui t 7-35 tui, nhng ngi lun bn rn vi cng vic v sinh hot, c thu nhp n nh, nhu cu n vt cao v thch t tp bn b. C th c nhiu khch hng nhm ny hn bng cch tng cht lng sn phm, a ra nhiu hng v, ci tin mu m, c nhiu chng trnh khuyn mi thu ht ngi tiu dng, p dng chit khu, gim gi cho cc nh trung gian qung co thu ht ti tr cho cc chng trnh c ngha cng ng. Th trng Nh trung gian: Nh phn phi, i l, cc im bn l H Ni Ngi tiu dng: Gii tr, gii nhn vin vn phng, cng bn rn vi cng vic v sinh hot, thch lin hoan, t tp bn b Nhm khch hng ny c th c nhiu hn bng cch pht trin nhiu hn cc chi nhnh nhng vng nng thn, a dng mt hng hn, c cc chng trnh khuyn mi, khuyn mi, ti tr cho cc im bn panel, d, 1.2.5 . Phn tch s dao ng doanh s theo yu t thi v

Nhng sn phm bnh ko thng tiu th mnh vo Trung thu v dp Tt Nguyn n v y l khong thi gian m nhu cu bnh ko tng cao cng vi phong tro khuyn khch ngi Vit s dng hng Vit, nn doanh thu ca cc cng ty bnh ko trong nc tng ln. V cng ty Bibica cng vy, doanh thu ca bnh ko vo dp Tt Nguyn n tng 5% v ring bnh trung thu c c tnh thi v nn doanh thu ca sn phm ny tp trung nhiu nht vo 2 thng trc Tt Trung Thu. V vy, cng ty Bibica a dng sn phm ca mnh ln, a ra nhng sn phm bnh ko phc v c 4 ma nh bnh Hura, scla . 1.3 Phn tch th trng

Nhm: 23_Hello

32

Cng ty C Phn Bibica 1.3.1

GVHD: Thc s Hong Th nh Nguyt

S lc v th trng

S tng trng SP/DV ca DN trong th trng ny nh th no? Trong nhng nm gn y, cng vi s pht trin ca nn kinh t v s gia tng trong quy m dn s vi c cu tr, bnh ko l mt trong nhng ngnh c tc tng trng cao v n nh ti Vit Nam. Tng gi tr th trng c tnh nm 2009 khong 7673 t ng, tng 5.43% so vi nm 2008 y l mc tng thp nht k t nm 2005 do tc ng ca cuc khng hong ti chnh ton cu. Tuy nhin, s hi phc ca nn kinh t sau khng hong tc ng tch cc n nhu cu tiu dng bnh ko, theo doanh s ngnh bnh ko c d tnh tng trng khong 6.12% v 10% trong nm 2010-2011. Theo bo co ca BMI v ngnh thc phm v ung, tc tng trng doanh s ca ngnh bnh ko (bao gm c scla) trong giai on 20122014 t 11%. Trong giai on t 2008 2011, Bibica t tc tng trng doanh thu trung bnh t 22%/nm v tc tng trng li nhun trung bnh t 31%/nm. Trong nm 2011, Bibica t tc tng trng doanh thu l 27% v tc tng li nhun sau thu l 11%. Bin li nhun gp nm 2011 cng c s ci thin ng k v t mc 29% trong khi con s ny nm 2010 ch t 26.6%. Trong cc nhm sn phm ca Bibica, dng sn phm bnh mang li doanh thu ln nht trong c cu doanh thu ca Bibica, vi hn 40% (trong , ring bnh trung thu ng gp khong 10% doanh thu). Nhm sn phm ko chim khong 35%, v sn phm dinh dng chim khong 10% trong c cu doanh thu ca ton cng ty. Cc sn phm ca Bibica khng nh c v tr v thng hiu trn th trng ni a bao gm: cc sn phm bnh Biscuits & Cookies nh bnh Goodies v bnh Cookies Scla Chip; cc sn phm bnh bng lan nh Hura v Hura Deli; cc sn phm ko nh ko Juice v ko cao cp Exkool, v sn phm scla nh Choco Bella v mi y nht l Choco Pie Lotte v Lotte Pie. Trong cc sn phm ny, bnh biscuits & cookies ng gp khong 25% t trng doanh thu ca Bibica v ginh c khong 20% th phn bnh kh trn ton quc. Bnh Hura ang chim khong 20% t trng doanh thu v 30% th phn bnh bng lan trn ton quc. Nhm: 23_Hello 33

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Khuynh hng chung th trng nh hng n vic kinh doanh ca doanh

nghip nh th no? Bng 15: Chin lc DN p dng cho nhng khuynh hng trn th trng Nhng khuynh hng chung ca th trng Quan tm n sn phm ni hn ngoi v a s ngi tiu dng tin tngvo cht lng sn phm c thng hiu ca hng ni, mu m bao b li p Nhng chin lc DN p dng/duy tr nm bt li th ca khch hng Ch ng nng cao v th cnh trang ca cng ty, to bt ph cho cht lng, bao b c thit k p bt mt ph hp vi tng chng loi sn phm. c bit sn phm bnh c thit k theo tr o ca Nht Bn.
Vi cc gii thng: Hng Vit Nam cht lng cao do

ngi tiu dng bnh chn. Chng nhn ISO 9001 : 2000. t cp vng cho thng hiu an ton v sc kho cng ng trong hai nm lin tip 2004 v 2005 do Cc An Ton V Sinh Thc Phm - B Y T trao tng. c ngi tiu dng bnh chn l thng hiu mnh Vit Nam nm 2006 do Bo Si Gn Tip Th t chc v ang gip cng ty c c uy tn cao vi KH. y mnh sn xut v tiu th trong giai on ny p ng nhu cu ca KH.
a dng v mu m, kch thc, kiu dng, m

KH c xu hng mua nhiu hn trong dp trung thu, dp tt v trong cc k ngh hvi nhu cu

bo cht lng ca sn phm.

n ung hay biu tng.. Khch hng ch trng u t nghin cu v pht trin thm nhiu sn n nhng sn phm cht lng cao v tt cho sc khe Xu hng ca th trng qu biu Tt nm nay ghi nhn s thay i ca cc b qu Tt cao cp vi Nhm: 23_Hello phm mi cht lng cao v tt cho sc khe: bt ng cc dinh dng, sa bt dinh dng, sn phm n king. Pht trin sn phm theo hng sn phm cao cp: bao gm tt c cc loi sn phm (Hura Deli, Goodies, ko cng ExKool..)
Lin doanh vi tp on Lotte (Hn Quc) c

34

Cng ty C Phn Bibica nhiu nhn hiu v sn phm trong v ngoi nc, trong ni bt l cc sn phm sch, chm sc sc khe v thn thin mi trng. Cc doanh nghip bnh ko sn xut a dng cc sn phm phc v nhiu nhm khch hng khc nhau

GVHD: Thc s Hong Th nh Nguyt dng sn phm bnh Lotte Pie cao cp.
Cc hp qu bnh cao cp nh Bnh trung thu

cao Pie

cp

Thu

Nguyt,

Thng

Nguyt,

NguytBnh bng lan kem Hura cao cp, Lotte

C chin lc pht trin a sn phm r rng a

dng, nhiu nhm sn phm khc nhau, m bo v cht lng cng nh v bao b mu m p.

Bng 16: M hnh xy dng phn khc th trng Tham s phn khc Tui tc V d ca phn khc kh thi Mc tiu la chn

V thnh nin t 7-11 tui, T 7-11 tui (493,255 ngi); t 12-18 t 12-18 tui; tui Nam, N tui (498,701 ngi); t 19-35 tui <25 tui; 25-35 tui; >65 (khong 1,589 triu ngi).

Gii tnh Ngh nghip

Nam (3.5 triu ngi) v n (3.85 triu

ngi). Nng dn, Thng nhn, Nhn vin vn phng, cng nhn vin hc sinh, sinh vin, nhn chc hc sinh, sinh vin lao ng ph vin vn phng cng nhn thng. vin chc, lao ng ph thng, ni tr. c thn, C gia nh, ly

Tnh trng gia nh Thu nhp C tnh

C gia nh, ly d, C con < 6 tui,

d, C con <6 tui, >6 tui >6 tui . < 2,5 triu; 2,5-3,5 triu; 3,5- Trung bnh 4-6 triu/thng v kh n 5 triu; >5 triu nh. Tnh cch, hot ng, phong Nng ng, hot bt. cch, Lun cp nht nhng xu hng mi . Quan tm n dng v b ngoi, c tnh

Nhm: 23_Hello

35

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Thi

t chc trong cng vic. Thi v cuc sng, mi Bn rn trong cng vic v sinh hot trng, chnh tr c th D thch nghi v chp nhn cc xu hin, quan tm n tng lai, hng mi . Min Bc, Min Nam, Min Tp trung cc ni nh H Ni, Trung, ng bng sng Cu Nng, TP.HCM, Cn Th c sc mua Long, ln. C thc v sc khe, Nng Thch t lp, nng ng v hin i. ng, phiu lu,.. Hng ngoi, quan tm n sc khe bn thn v gia nh. Thch t tp bn b, tr chuyn tn gu ngoi gi. Mua SP v li ch g? Hiu Bnh ti ngon v hp v sinh an ton qu kinh t, gi c, cht thc phm. lng, uy tn, Hnh thc s dng sn phm mi l, tin li. Gi trung bnh. m bo b sung dinh dng. Tin li, ph hp vi cng vic bn rn.

V tr a l Li sng

Li ch mong mun

Da vo phn khc th trng phn tch trn, quyt nh chn th trng mc tiu theo chin lc Marketing tp trung, trong : Th trng mc tiu m cng ty mun hng ti v tp trung chnh y l cc nhn vin vn phng trong tui t 19 35, nhng i tng ny thng c cuc sng kh bn rn, nng ng, quan tm n b ngoi v thch gp g, tn gu vi bn b, ng nghip trong gi ngh tra, gii lao. tui ny c thu nhp n nh, t do v ti chnh.
Nhm hc sinh tui t 11-18 c chn lm i tng khch hng

ph, tui ny hu ht cha c thu nhp, cn ph thuc vo gia nh, tuy nhin y li l tui c nhu cu n vt cao, thch t tp, tn gu vi bn b. Nhm: 23_Hello 36

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

C phn khc no cn trng cho SP/DV ca DN hay khng?

Bng 17: Phn khc th trng cho tng sn phm PKTT Bnh ko bnh dn Kch thc PKTT ang b thu hp dn Bnh ko cao cp Ngy cng pht trin Pht trin PKTT pht trin/suy thoi Suy thoi Yu t ngoi vi nh hng PKTT trong tng lai Gi nguyn vt liu th gii ang mc cao. Bnh ko nhp khu c gi mm hn gi ni a. T gi hi oi tng cao. Nh nc gim mc thu xut nhp khu u i ca mt s mt hng t 25% xung n

15%. Nhng phn khc th trng trong tng lai : T bng 17 trn, cng ty nhn ra phn khc tim nng trong tng lai chnh l phn khc dng sn phm cao cp trong khi cc mt hng bnh ko bnh dn ang dn b thu hp li. Khuynh hng chung ca th trng hin ti ang rt c li cho cc sn phm bnh ko Bibica, d bo trong nm 2012, Bibica t k hoch doanh thu l 1.353 t ng (tng 35% so vi nm 2011) v k hoch li nhun sau thu l 49,9 t ng (tng 8% so vi nm 2011). Theo d bo ca chng ti th Bibica c th t khong 48,8 t ng li nhun sau thu nm 2012, tng ng vi EPS l 3.169 ng/c phn.
1.3.2

Phn tch li ch ca sn phm/dch v

Bnh Trung thu: L mn bnh truyn thng ca ngi Vit Nam vo nhng dp Trung thu. Vi vic ci tin cht lng, mu m, bao b, sn phm bnh trung thu Bibica cn thch hp lm mn qu biu th hin s quan tm ln nhau ca mi ngi.
Bnh Hura v Lotte Pie: l mn qu biu sang trng m mi ngi trao tay

nhau vo mi dp l Tt. Ngoi ra, y cn l nhng sn phm gip b sung nhng nng lng cn thit gia gi, hoc c th lm mn trng ming sau ba n gia nh.

Nhm: 23_Hello

37

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Mt khc, y cng c th l nhng mn n vt gii tr cho nhng chuyn d ngoi, vui chi. Ko Volcano: vi nhiu hng liu khc nhau, n gip bn tnh to trong nhng gi lm vic, gi hc cng thng. Thm vo vi hng v bc h l ch yu, ko Volcano cn gip thng c mt hng v chng say xe cho nhng chuyn i xa. 1.3.3 Phn tch phn khc th trng chi tit

Th trng mc tiu trong qu kh: Thnh ph H Ch Minh v cc ln cn tnh ng Nai, Vng Tu, Cn Th . Th trng mc tiu trong tng lai: M rng ra phm vi khu vc v c nc.
Tm tt l do v sao doanh nghip cho rng khch hng s mua sn phm/dch

v ca Bibica th trng mc tiu tim nng: Nhu cu ca ngi tiu dng c nc v bnh ko ngy cng tng. Sn phm ca cng ty ngy cng c pht trin a dng, cht lng c nng cao ph hp vi nhu cu ca ngi tiu dng hin i. Tc tng trng dn s trong sut nhng nm va qua lin tc gia tng. Cc knh phn phi ti tnh thnh ngy cng c pht trin v hon thin. Chnh sch chm sc khch hng ca Bibica hin nay c u t bi bn. Li th cnh tranh ca Bibica cao so vi i th, d dng chim c s tn nhim ca khch hng. 1.3.4 Phn tch th trng mc tiu Bng 18: S nhn thc ca khch hng v SP/DV Phn khc 1 (dng bnh ko bnh dn) Nhm: 23_Hello Phn khc 2 (dng bnh ko cao cp) 38

Cng ty C Phn Bibica SP/DV no KH c th mua? Ti sao h mua (nhu cu)? SP tha mn nhu cu ca KH nh th no? Ai gy nh hng? Ai quyt nh mua?

GVHD: Thc s Hong Th nh Nguyt Mi tng lp n nh, nhanh Gi trung bnh Ngi tiu dng c thu nhp cao n nh, biu tng m bo dinh dng

Tin li Nng cao gi tr bn thn Cc thnh vin trong gia Cc thnh vin trong gia nh, nh, bn b bn b Ngi c kh nng kinh Ngi c kh nng kinh t, c t, c th t quyt nh th t quyt nh chi tiu chi tiu Tiu dng nhanh

H mua nh th no?

Tiu dng nhanh

La chn sn phm ph La chn sn phm ph hp hp vi nhu cu bn vi nhu cu bn thn Khi no mua? thn Khi c nhu cu: n gii Ngoi ra, cn c nhu cu biu tr, tin li, vui chi Mua u? tng trong cc dp Tt, Trung thu Cc i l, h thng bn Cc i l, h thng bn l ca l ca Bibica, cc siu Bibica, cc siu th trong nc Tnh thng xuyn th trong nc Sn phm tiu th nhanh Sn phm tiu th nhanh trong trong cc dp Tt, Trung cc dp Tt, Trung thu, cc k thu, cc k ngh, vui ngh, vui chi, gii tr C cn b xung sn phm mi trong tng lai khng? chi, gii tr Khng, sn phm n C, xu hng trong nm ca nh p ng nhu cu ngi tiu dng l hng n bnh ko bnh dn ca nhng sn phm cao cp, dinh ngi tiu dng, tp dng tt cho sc khe trung ci thin cht lng sn phm Cc sn phm bnh ko cao cp ngy cng c tiu th mnh do thu nhp v mc sng ngy cng c ci thin, xu th biu tng cc loi bnh ko trong cc dp l tt ngy cng tng.

Nhm: 23_Hello

39

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Ngi tiu dng c xu hng la chn cc sn phm c uy tn v mt v sinh an ton thc phm m bo sc kho. Cng ty s u t dy chuyn ng b v khp kn, gia tng gi tr dinh dng cho ngi tiu dng v c bit khng s dng cht bo qun trong thc phm. Khi sn phm kt tinh cc gi tr dinh dng cao, sn phm s c xp vo nhm hng cao cp. Cng ty Bibica Min ng (giai on 2) d kin s u t thm 150 t ng pht trin dng sn phm sa bt v dng thc phm dinh dng gm: thc phm dinh dng c tng cng a vitamin, khang cht cho tr em, ph n mang thai, cho con b v thc phm chc nng gp phn kim sot cc bnh tha cn - bo ph, i tho ng, tim mch. Hin nay d n trin khai thit k chi tit v so snh chn nh cung cp thit b. Bng 19: Yu t nh hng n sn phm ca Bibica Ai l nhng trung tm nh Trong qu kh Bibica tng v trong tng lai hng chnh n sn phm s lin h vi nhng ngi ny nh th no h ca Bibica? C quan kim tra cht lng hiu c sn phm ca Bibica? Bibica hin ang hp tc vi Vin dinh dng Vit Nam cho ra nhng sn phm c cht i qun l th trng lng. Cng ty lun c s phi hp cht ch vi c quan chc nng qun l, hn ch nhng vn pht sinh trong qu trnh a sn phm ra th trng. Siu th, i l, ca hng bn Knh phn phi ca cng ty c nn tng vng l chc t nhiu nm nay, lun xy dng quan h tt vi ngi bn hng. Cc i tc cung cp nguyn Nhn chung, mi quan h gia Bibica vi cc i vt liu i th cnh tranh tc c duy tr n nh qua cc nm Cng ty lun c s phng b vi cc chin lc

sn phm mi ca i th cnh tranh 1.4 Phn tch i th cnh tranh

Nhm: 23_Hello

40

Cng ty C Phn Bibica 1.4.1

GVHD: Thc s Hong Th nh Nguyt

Mc tiu v chin lc cc i th cnh tranh

Ko: C th ni trong th phn ko th Bibica chim t trng cao nht - 35%.

i th ln nht ca Bibica trong th trng bnh ko l Kinh th nhng lnh vc kinh doanh ko th Kinh li chim th phn rt thp. Do i th ln nht ca Bibica th phn ny (nht l min trung v min bc) chnh l cng ty sn xut bnh ko Hi H. Hi H hin ang chim 14% th phn ko c nc ( ch ng sau Bibica) v hin ang dn u phn khc ko chew v ko xp. Sn phm ca Hi H rt a dng v kiu dng v phong ph v chng loi p ng c yu cu ca khch hng. Mt khc cc sn phm Bnh ko Hi H lun lun c cht lng ng u, n nh nn c ngi tiu dng c bit l min Bc rt a chung. Ngoi ra, i th ln nht ca Bibica min Nam chnh l cng ty Perfetty Van Melle vi cc sn phm ko cht lng cao cp v n nh nh Anpeliebe, Colia nn rt c lng ngi tiu dng.
Bnh trung thu: Hin ti, th phn ny th Kinh ang v tr dn u vi

76% th phn v ang c chiu hng gia tng vo ma trung thu nm nay. iu ny cng d hiu v bnh trung thu Kinh lun c u t v cht lng, mu m bao b trang trong cng vi thng hiu Kinh l thng hiu lu i nn rt c ngi tiu dng a chung v tin dng. Ngoi Kinh l i th mnh nht trong lnh vc bnh trung thu th Bibica cn phi i mt vi cc i th ln khc nh : ng Khnh, c Pht, Nh Lan ... . y l nhng hng sn xut bnh trung thu c ting lu nm v cnh tranh vi Bibica gay gt vo nhng ma trung thu.
Bnh bng lan kem (layer cake): Hin ti, bnh bng lan kem Hura ca Bibica

ang dn u v th phn bnh bng lan c nc (chim 30%). Tuy nhin Bibica cng ang gp phi nhng i th cnh tranh ln trong th phn ny nh Kinh , c Pht, Orion . Trong , Custas ca Orion l i th mnh nht bi t hng v n bao b th Custas ca Orion lun t cht lng tt nht kt hp vi mt h thng phn phi ln v chin lc qung co rng ri. Hin ti th phn ca Custas l 27% gn bng vi th phn Hura ca Bibica. Nhn hiu bnh bng lan ni ting nht ca Kinh l Solite hin ch chim 3% th phn bnh bng lan c nc nhng Kinh Nhm: 23_Hello 41

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

li c nhng chin lc chiu th mnh m cng vi h thng phn phi rng ln v iu ny ha hn s lm tng th phn bnh bng lan Solite trong tng lai. C nhu kinh nghim lu nm trong vic sn xut bnh bng lan cng vi l gi thnh tng i r hn so vi cc hng khc, c Pht hin ang dn u th phn bnh bng lan ti thnh ph H Ch Minh vi 15%. Tuy nhin bnh bng lan ca c Pht so vi Hura ca Bibica th c khuyt im l khng th lu, phi sn xut v dng trong ngy, thm vo l mu m bao b khng c p mt cho nn kh nng c Pht gy p lc cnh tranh ln Bibica s l khng nhiu.
Bnh mm ph chocolate: th phn ny th i th cnh tranh ca Bibica rt

nhiu bao gm: Choco P&N (cng ty c phn Phm Nguyn), Frist Pie (Kinh ), Long Pie (Hi H) .... nhng i th mnh nht chnh l nhn hiu bnh Orion Chocopie ca cng ty Orion Food Vina hin ang chim 75% th phn bnh mm ph chocolate c nc. Nhn hiu bnh Chocopie ca Orion t lu nm trong tm tr ngi tiu dng Vit Nam bi chnh tp on Orion Hn l hng sng to ra dng bnh ny, m u cho tro lu bnh mm ph chocolate (bnh pie) v cho n nay Chocopie vn gi c hng v v cht lng nh ban u.
1.4.2

Phn tch im mnh v im yu ca doanh nghip so vi cc i th

cnh tranh Bng 20: So snh nng lc cnh tranh ca Bibica vi 3 i th cnh tranh chnh trn th trng bnh ko l: Kinh , Hi H, Orion Food Vina Bibica Kinh Hi H Orion Vina Food Ti Vn ch s hu Vn ch s hu Vn ch s hu 100% vn ca Hn chnh gn 500 t gn 300 t gn 120 t quc ngun ti chnh mnh t Hn cng ty m - tp on Orion Quc
Tp on Lotte c s h tr ti

hn quc hin chnh mnh m t ang nm gi tp on Kinh 30% c phn m tim lc ti c s h tr chnh rt ln mnh v vn nhng ng thi Nhm: 23_Hello

42

Cng ty C Phn Bibica bibica cng phi chu s chi phi ln ca tp on

GVHD: Thc s Hong Th nh Nguyt

ny. C S hu nhng S hu nhng dy S hu mt s S lng nh my s vt cht my mc v chuyn sn xut my mc dy ti Vit Nam cn Vit Nam, ca chu s u nh my ti Bnh v Bc dy Ninh ngh c nhp khu t Hn Quc 11% th thit b hin i bnh ko hin i chuyn hin i hn ch, ch c 2 nht ca Chu nht u sn xut trong c nhiu nhng vn cn Dng

C 4 nh my dy chuyn thuc mt ng Nai, Bnh Chu Thi lc hu Dng v H Bnh Ni Th Chim 8% phn v phm ch lc c nc v phn Dng v Th gii th Chim 38% nc. bnh Bnh trung

ti loi hin i nht chuyn sn xut Thit b v cng

th Chim 6,5% th Chim c nc. nc

phn bnh ko phn bnh ko c phn bnh ko phn bnh ko c thu Ko chim 14% Bnh nc (sau Chocopie

sn Ko th

bng lan chim chim ti 76% th th phn ko c cao phn c nc 86% th phn c (35% v 30%) Bnh quy chim Bibica)

chim th phn ln nht trn th trng (75%)

nc Phn H thng phn Khong 250 phi phi khong phn bn l phi tt 108 hng Kinh

nh Vi hn 100 i Vi hn 220 nh thit lp mt h 78,000 im bn l hn thng phn phi trn c nc ch yu min Trung v Min Bc

vi phn phi, 40 ca l, Hi H phn phi v hn v Barkery, trn c nc.

hn 75,000 im 90,000 im bn l trong c nc,

Nhm: 23_Hello

43

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Nhn Lc lng nhn C lc lng nhn Lc lng nhn Thiu nhiu ngun s s ng o, do s cp cao mnh s kh ng, c nhn lc nhiu v ngh,on tr khc nhac nh phng, k ton. c th ca sn Ban lnh o c tay

phm nn lc tm nhn, kh nng kt v gn b bn hng, trng lng bn hng hoch nh chin vi cng ty chim s lng lc, qun l ri ro ln. Ban lnh v iu hnh hot o ng hiu qu,

ca Bibica l phn ln nhn vin nhng ngi ni c trnh chuyn ting tt c tm mn, c tay ngh nhn chin lc

T c th tm tt c nhng im mnh v im yu ca Bibica so TCT:

Bng 21: im yu v im mnh ca Bibica so vi cc i th cnh tranh im mnh im yu

Nhn lc di do v c kinh Cc sn phm pht trin khng ng u nghim Tim lc ti chnh mnh H thng phn phi rng ln Th phn ko v bnh bng lan chim u th ln trn th trng C s vt cht tng i tt v ln 1.4.3 D on phn ng cc i th cnh tranh 1.4.3.1 nh v sn phm theo v th cnh tranh
So vi kinh th th phn bnh ko ca

Bibica cn qu t kh li ko c khch hng trung thnh ca Kinh Chu s chi phi ca tp on Lotte Hn Quc

Cng ty c phn Kinh : Nhm: 23_Hello 44

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Kinh hin ang chim u th ln trn th trng bnh ko l v dng bnh trung thu v bnh quy. Nhng y ta ch xt v nhng chin lc ca Kinh s tin hnh i vi dng bnh trung thu. Hin ti, th phn ca bnh trung thu Kinh ang v tr dn u (76%) so vi c nc do h s tm mi cch gi vng v lm tng th phn ca h trong tng lai bng vic nng cao cht lng sn phm ca h, ci tin mu m bao b sang trng, nh gi cao cho cc dng sn phm bnh trung thu cao cp nhm khng nh cht lng vt tri ca bnh trung thu Kinh so vi cc hng khc. Cng ty Bnh ko Hi H: C th ni th mnh vt tri ca cng ty bnh ko Hi H so vi cc cng ty i th khc l v nhng dng sn phm ko a dng v chng loi v hng v. V th, cng ty s n lc trong vic nghin cu, sng to ra nhng hng v ko mi nhm duy tr th mnh ny. ng thi, Hi H s tm ra mt mc gi ph hp vi v th cnh tranh hin ti ca cng ty. So vi i th mnh nht trong th phn ko l Bibica th mc gi ca Bibica v Hi H tng i bnh dn nh nhau m hin ti trn th trng Bibica ang chim u th v th phn cng nh ni ting ca thng hiu v th nu Hi H tng gi s khin khch hng ri vo tay Bibica nhng nu gim gi th s khng b p chi ph cho cng ty. Do theo kh nng Hi H s vn gi nguyn mc gi ca cc sn phm ng thi kt hp vi cc hnh thc khuyn mi nhm thu ht khch hng, tng th phn hin ti ca cng ty.
Cng ty Orion Vina Food:

Hin ti, Chocopie ca Orion Vina Food ang nm 75% th phn c nc.Tuy dn xa v th phn so vi cc hng khc nhng h cng ang gp s cnh tranh gay gt ca cc i th trong ngnh v nht l khi c s xut hin ca Lotte Pie l sn phm ca s hp tc gia Bibica v tp on Lotte c mc tng trng kh cao,ang dn c ngi tiu dng chp nhn v c mc gi thp hn Orion Chocopie 1000 2000 ng.V th c th chin lc m Orion a ra l s c gng gi v th ca mnh trn th trng v sn phm Chocopie bng vic ci tin cht lng sn phm,mu m bao

Nhm: 23_Hello

45

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

b nhng vn gi nguyn gi ban u nhm gi chn khch hng c v ng thi thu ht khch hng mi. 1.4.3.2 nh v sn phm theo phn khc th trng mc tiu

Bng 22: nh v sn phm theo phn khc th trng mc tiu KINH Th trng ni a, ch yu cc thnh ph ln, ni c dn c ng v thu nhp ca ngi dn kh cao, nht l TP.HCM v H Ni a dng ha cc chng loi sn phm bnh ko khc nhau Nng cp cht lng, ci tin mu m bao b cc sn phm nht l dng bnh trung thu Tip tc nh gi cao cho cc dng sn phm cao cp nh bnh trung thu, bnh bng lan Gi mc gi cnh tranh i vi cc sn phm thng so vi cc i th khc Tip tc duy tr v m rng h thng bn l , cc ca hng Bakery trong c nc nht l ti cc thnh ph ln v ng dn Gi chi ph qung co mc hp l khng lm tng gi thnh Tin hnh cc chin dch qung co theo ma i vi cc sn phm ma v nh bnh trung thu, bnh mt T chc cc chng trnh qung co vi tn sut ln, HI H Th trng ni a,ch yu cc tnh min Trung v min Bc, ngi dn c thu nhp trung bnh Nghin cu cho ra cc hng v ko mi, a dng Ci tin mu m cht lng ca cc sn phm khc nh gi tng i bnh dn cnh tranh vi bnh ko ca cc hng khc ORION Th trng ni a, ch yu cc thnh ph ln nh TPHCM - ni ngi dn c thu nhp cao Tip tc pht trin cc dng sn phm bnh ngt, bnh mn cao cp Sng to ra cc sn phm mi phc v th hiu khch hng Tip tc nh gi cao cho cc dng sn phm cao cp v cht lng nh Chocopie, Custas

Th trng mc tiu

Chin lc sn phm

Chin lc gi

Chin lc phn phi Chin lc chiu th

M rng cc im bn M rng h thng l cc tnh thnh vng phn phi, nng s su vng xa lng cc im bn l ng u c nc Tip tc gi chi ph Tip tc ti tr cho qung co mc thp cc chng trnh h thp gi thnh nh Rung chung sn phm vng, ra cc chin lc u t vo cc khuyn mi thu ht chng trnh qung khch hng mi co quy m Thc hin cc chng trnh khuyn mi lm 46

Nhm: 23_Hello

Cng ty C Phn Bibica a bn rng

GVHD: Thc s Hong Th nh Nguyt tng th phn

CHNG 2: CHIN LC MC TIU KINH DOANH CA DOANH NGHIP 2.1 Phn tch Swot 2.1.1 Nhng im mnh v nhng im yu ct li ca doanh nghip

im mnh: Bibica l thng hiu mnh trong ngnh bnh ko Vit Nam:

Vi nhiu nm lin t danh hiu Hng Vit Nam cht lng cao do

ngi tiu dng bnh chn.

Nm 2006, thng hiu BiBica c bo Si Gn Tip Th bnh chn l

1 trong Top 100 thng hiu mnh ti th trng Vit Nam.

ng thi, l 1 trong 500 thng hiu ni ting do Tp ch Vit Nam

Business Forum thc hin.

Hi ng qun tr v Ban iu hnh bao gm cc thnh vin c nhiu nm kinh

nghim trong lnh vc sn xut v kinh doanh. Bibica l n v duy nht c chn lm i tc vi Vin Dinh Dng Vit Nam nn sn phm ca cng ty lun to c uy tn cho ngi tiu dng, c bit:

Cng ty nghin cu cho ra i cc dng sn phm thm ngon p ng

y nhu cu dinh dng cho nhng i tng khch hng c th: ph n mang thai, tr em, ngi n king, . ph. Nm 2005, Bibica l cng ty Vit Nam u tin cho ra i sn phm

bnh trung thu cao cp dnh cho ngi n king, ngi b tiu ng v bo

Nhm: 23_Hello

47

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Trn bao b ca cc sn phm u c du chng nhn ca Vin Dinh

Dng v thng tin Sn phm c s t vn v th nghim lm sng bi Vin Dinh Dng Vit Nam.
Cng ty BiBica c nhiu dng sn phm, a dng v chng loi, mi v, cht

lng t tiu chun quc t, m bo v sinh v an ton thc phm vi cc thnh tu nh c BVQI chng nhn c h thng qun l cht lng ph hp vi tiu chun ISO 9001: 2000 nm 2004 v cp vng cho thng hiu an ton v sc kho cng ng trong hai nm lin tip 2004 v 2005. Hnh 2: Giy chng nhn do BVQI cp v cp vng nm 2004
C h thng phn phi n nh v rng khp c nc, vi hn 108 nh phn

phi v hn 75.000 im bn l, trong c cc ca hng gii thiu sn phm nhng khu vc c vng kinh t nng ng nh TP.HCM, H Ni, Nng, ng Nai, Cn Th.
i ng nhn s chuyn nghip: c o to k qua cc bui hun luyn, thc

hin nhiu chnh sch i ng hp l duy tr ngun nhn lc v c k hoch thu ht nhn s gii t bn ngoi nhm p ng kp vi s pht trin v m rng cng ty trong tng lai.
Lc lng bn hng ng o, rng khp theo chui knh phn phi.

Cng ngh sn xut hin i vi dy chuyn thit b ca Chu u. Xy dng c website ring thun li cho khch hng mun tra cu thng tin v sn phm, tm hiu v cng ty cng nh t hng. im yu:

Nhm: 23_Hello

48

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Cng ty phi nhp khu nguyn vt liu cho vic sn xut (bt m, bt sa, hng liu,), do vy khi t gi bin ng s nh hng n chi ph u vo, tc ng n kt qu hot ng kinh doanh. Pht trin nhn hiu khng ng u, nhiu sn phm vn cha tht s ni ting. Hiu qu qung co khng cao, nhiu sn phm vn cha c ngi tiu dng nhn bit l ca cng ty Bibica. Bao b sn phm cha gip phn bit r rng vi cc sn phm ca cng ty khc. Gp kh khn v tn nhiu chi ph khi o to nhn vin mi cha c kinh nghim, cng nh nhn vin khng chuyn v mt mt hang nao nn khng t vn su cho khach hang khi cn thit. Dch v h tr sn phm cha ph bin. 2.1.2 Nhng c hi v nguy c ch yu ca doanh nghip

C hi:
Theo Hip hi cc nh sn xut bnh ko M v mt s chuyn gia nhn nh

th bnh ko l mt trong nhng mt hng c kh nng khng khng hong cao nht. Trong 2 t khng hong ti chnh va qua th ngnh bnh ko vn pht trin, doanh s v li nhun n nh Vi s cam kt ca Chnh ph Vit Nam v pht trin knh t x hi, km ch lm pht v gim li sut, cng vi h thng php lut ngy cng c hon thin to iu kin thun li cho cng ty Bibica kinh doanh v pht trin. Bibica hng c li rt nhiu khi tr thnh i tc chin lc v l nh phn phi c quyn ca tp on Lotte (Hn Quc) ti Vit Nam (thng 5/2008). Do ,

Nhm: 23_Hello

49

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Bibica c Lotte h tr ngn sch Marketing, cng ngh v nghin cu pht trin sn phm.
Thng 9/2012 Bibica s tham d Trin lm thng mi quc t th gii v sn

xut bnh ko ti thnh ph Munich, Cng Ha Lin Bang c, y l c hi ln cho Bibica tip cn vi nhng cng ngh sn xut bnh ko hng u th gii v tm kim i tc tim nng. y mnh xut khu: Vit Nam gia nhp WTO, hng ro thu quan b bi b to iu kin tt cho vic xut khu cc sn phm ca cng ty Bibica sang nc ngoi nhm m rng th trng. Theo nh gi ca gii u t, tng trng GDP ca Vit Nam so vi ton cu l kh cao ti 5,8% (nm 2011) do nhu cu tiu dng hng th ca ngi dn s tng ln v iu ny chnh l mt c hi ln cho cng ty Bibica kinh doanh pht trin Bnh ko l mt trong nhng mt hng thng c ngi dn Vit Nam s dng lm qu biu tng, do tim nng th trng bnh ko trong nc rt ln, c bit trong dp l Tt. Theo d bo ca BMI th tc tng trng ngnh bnh ko Vit Nam trong 3 nm ti (2012-2014) t khong 11%/nm. Thch thc: Tnh hnh lm pht gia tng, t gi ngoi t bin ng lm cho gi nguyn vt liu, my mc thit b v vt t nhp khu tng theo. Sn phm km cht lng, hng gi trn lan trn th trng gy mt lng tin cho ngi tiu dng. Ngi tiu dng ngy cng yu cu gt gao hn v tnh an ton, c li cho sc khe khi s dng sn phm do cng ty Bibica cn ch trng nhiu hn v phi lun m bo yu cu v sinh an ton thc phm.

Nhm: 23_Hello

50

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Nguy c mt th phn ngay trong nc vi cc i th cnh tranh ln nh Kinh

, Hi H, iu ny to p lc gim gi bn sn phm nng cao sc cnh tranh, i hi cng ty Bibica phi thng xuyn i mi, ci tin sn phm, ci tin h thng phn phi v cp nht cc cng ngh hin i.
Bnh ko ngoi xm nhp ngy cng nhiu vo Vit Nam ch yu l Thi Lan,

Malaysia, Trung Quc, lm s cnh tranh trn th trng tr nn khc lit hn do tm l thch hng ngoi ca ngi tiu dng. Trong tnh hnh u t nc ngoi vo Vit Nam tng cao, nhng ngun nhn lc cao cp, gii s sang u qun cho cc cng ty nc ngoi, cng ty Bibica cn c cc chnh sch gi chn ngi ti. Vic xut khu hng ha ra nc ngoi s gp ro cn v php l. 2.1.3 Ma trn SWOT Bng 23: Bng ma trn SWOT ca cng ty

im mnh (S)
1. bnh ko Vit Nam 2. nghim 3. i tc vi Vin Dinh Dng Vit Nam 4. nhiu dng sn phm 5. Nhm: 23_Hello H C 6. 5. H QT & Ban lnh o c nhiu kinh Bibi ca l thng hiu mnh trong ngnh 1. 2. u 3. 4.

im yu (W)
Nhp khu nguyn vt liu Pht trin nhn hiu khng ng

Hiu qu qung co khng cao Bao b sn phm cha gip phn bit r rng vi cng ty khc Gp kh khn v tn nhiu chi ph o to nhn vin Dch v h tr sn phm cha ph bin

51

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

thng phn phi n nh v rng khp c nc 6. ng nhn s chuyn nghip 7. lng bn hng ng o 8. g ngh sn xut hin i 9. Xy dng c website ring cho cng ty Cn Lc i

C hi (O)
1. Bnh ko l nhng mt 1. hng c kh nng khng khng hong cao 2. thin 3. Tr thnh i tc chin lc v l nh phn phi c quyn ca tp on Lotte ti Vit Nam 4. ko 5. 6. y mnh xut khu Tim nng th trng bnh Tham d Trin lm thng mi quc t th gii v sn xut bnh 5. 4. ln Chnh ph cam kt kim ch lm pht, php lut cng c hon 3. 2.

Thch thc (T)

Lm pht cao, gi nguyn vt liu, my mc tng theo Sn phm km cht lng, hng gi trn lan trn th trng NTD yu cu gt gao hn v tnh an ton, c li cho sc khe khi s dng sn phm Nguy c mt th phn ngay trong nc vi cc i th cnh tranh

Bnh ko ngoi xm nhp ngy cng nhiu vo Vit Nam

6.

Trong tnh hnh u t nc ngoi vo Vit Nam tng cao, nhng

Nhm: 23_Hello

52

Cng ty C Phn Bibica ko trong nc rt ln 7.

GVHD: Thc s Hong Th nh Nguyt ngun nhn lc cao cp, gii s sang u qun cho cc cng ty nc ngoi 7. Gp ro cn v php l

Nhu cu tiu dng ca ngi dn tng ln

2.2 Chin lc kinh doanh ca doanh nghip Bng 24: Chin lc kinh doanh ca Bibica Chin lc (S-O) lc thm nhp th trng ( S1S2S4S5 + O3O4O5) O1O6O7)

Chin lc (W-O) Chin sn phm ( W4W6W2 + O1O2O3) Chin Chin lc o to Chin lc pht trin

lc pht trin th trng (S1S4S5S6S7 +

ngun nhn nhn lc (W5 + O3)

Chin lc a dng ha sn phm ( S2S3S6S8 + O3O4O5O6O7) Chin lc (S-T) Chin lc (W-T)

Chin lc khch hng (S5S6S7 + T2T3T4)

Chin lc kim sot ngun cung ng (W1 +T1)

Chin lc pht trin sn phm (S1S4S6S8 + T2T3T4T5)

Nhm: 23_Hello

53

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt Chin lc thm nhp th trng (O3O4O5 +

S1S2S4S5): hin ti s lng sn phm bnh ko Bibica i xut khu cn rt t (chim 5% doanh thu) v th cng ty cn phi n lc ht sc trong vic tm ra nhng th trng mi nc ngoi thng qua cc hot ng nh hi ch, trin lm quc t nhm tm ra c nhng i tc kinh doanh cho cng ty. Ngoi ra, bnh ko c th c xut khu ra nc ngoi th cng ty phi cn nghin cu th trng c th a ra nhng dng sn phm a dng, phc v nhiu phn khc th trng khc nhau.

Chin lc pht trin th trng (O1O6O7 +

S1S4S5S6S7): mc d th phn bnh ko ca Bibica chim 8% nhng so vi Kinh (38%) th th phn ca Bibica cn qu t m i th cnh tranh trong lnh vc bnh ko xut hin ngy cng nhiu v th Bibica phi tm mi cch gia tng th phn vn c ca mnh (c th l mi nm phi tng t 3-5%).
Pht trin cc im bn l (hin nay trn 20% trn tng s cc im bn l c

bn sn phm ca Bibica)
M rng quy m v phm vi ca cc knh phn phi, pht trin th trng ti

nhng vng su vng xa thng qua h thng i l v nh phn phi, xy dng mi quan h gn b, hp tc cng pht trin vi cc nh cung ng,nh phn phi v i l.
Chin lc a dng ha sn phm (O3O4O5O6O7 + S2S3S6S9): hin ti xu

hng tiu dng ca ngi tiu dng l hng ti nhng sn phm c li cho sc khe v th cng ty phi hng n vic sng to nhng sn phm dinh dng, sn phm dnh cho ngi n king t tp trung pht trin thc phm dinh dng gm: thc phm b sung vi cht v thc phm chc nng tr thnh sn phm chin lc ca Bibica, c th doanh thu nhm sn phm dinh dng t mc tng trng 150%. Chin lc pht trin sn phm (O1O2O3 + W4W6 v T2T3T4T5 + S1S4S6S9): Nhm: 23_Hello 54

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Khng ngng sng to ra nhng sn phm mi nhm p ng nhu cu tiu dng

ngy cng cao ca ngi tiu dng.

i vi nhng sn phm c th phi nng cao cht lng, ci tin mu m, bao

b sao cho p mt v nht l phi gip khch hng d dng nhn bit v phn bit cc sn phm ca Bibica vi cc sn phm ca cng ty khc trn th trng. Chin lc o to ngun nhn lc (O3 + W5):
Thng qua vic hp tc vi Lotte, cng ty c th hc tp c nhiu kinh

nghim v vic qun l v o to ngun nhn lc.

C chnh sch lng bng, khen thng hp dn nhm thu ht nhn ti v

khuyn khch ng vin nhn vin lm vic.

Hng nm t chc nhng kha hun luyn nhm nng cao kin thc o to

nghip v, k nng bn hng cho nhn vin.

Lin kt vi cc trng i hc cc tnh thnh nhm tm kim nhng sinh

vin ti nng c th o to v u qun cho cng ty. Chin lc khch hng (T2T3T4 + S5S6S7) :
Hon thin cc h thng bn hng ti cc im phn phi v i l nhm to

mi iu kin tt nht cho khch hng khi n la chn v mua cc sn phm ca Bibica.
iu tra mc hi lng ca khch hng v sn phm, mng li phn phi,

phong cch phc v bn hng ca nhn vin c th phc v khch hng tt hn.
Nn c h thng dch v h tr cho sn phm nh t vn mua hng, giao c

th h tr cho vic mua hng ca khch hng ti cc im phn phi v i l.

Tng cng cc hat ng tip th, qung co nhm tm kim khch hng

mi cho cng ty.

Nhm: 23_Hello

55

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Chin lc kim sot ngun cung ng (T1 + W1): hin nay a phn nguyn liu

sn xut bnh ko ca Bibica u c nhp khu t nc ngoi v mt s nguynliu c cung ng bi cc nh cung cp trong nc. Nu nh mun m bo c cht lng v s lng ngun nguyn liu u vo cho sn xut th cng ty phi thit lp mi quan h lm n lu di vi cc nh cung ng, phi m bo c li ch ca h th mi c th duy tr vic kinh doanh ca cng ty trong di hn. 2.3 Mc tiu kinh doanh ca doanh nghip 2.1.3 Doanh s, li nhun d kin nm nay v 3 nm lin k DN Bng 25: Bng d bo doanh s 3 nm lin k ca DN 2011 Tng doanh thu Li nhun trc thu Li nhun sau thu Li nhun trn c phiu ( EPS) ( VN/CP) Lao ng bnh qun nm 1000,3 61,83 46,37 3034 1626 2012 1308 80,23 60,17 2686 1792 2013 1466 89,92 67,44 2720 1858 2014 1643 100,77 75,58 3016 1924 2015 1842 112,97 84,73 3232 1956

n v: t ng Biu 1: Biu d bo doanh thu

Nhm: 23_Hello

56

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Biu 2: Biu d bo li nhun

Nhn chung, doanh thu cng nh li nhun ca Bibica s tip tc tng trong nhng nm tip theo. Ring i vi nm 2012, tng trng doanh thu ca Bibica ni ring v cc cng ty bnh ko ni chung kh m m trong qu u tin ca nm. Hai nm qua (2010 v 2011), trong qu 1 Bibica thng hon thnh 18% - 20% doanh thu c nm; tuy nhin nm nay, Bibica ch ghi nhn doanh thu 194.5 t ng. Trong khi theo k hoch ra th cho n ht cui nm, doanh thu ca cng ty s t mc 1,308,544 tc tng trng 12.1% so vi nm 2011 (Ngun: BBC, SBC d phng). Nh vy Bibica ch hon thnh 14.4% mc tiu doanh thu t ra cho nm 2012 (tin hon thnh mc tiu theo d phng ca SBS l 14.9%). Nhm: 23_Hello 57

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Bc sang qu 2, theo bo co ti chnh vo ngy 05 thng 04 nm 2012, doanh thu ca cng ty l 173,838,4 ch t 68% k hoch qu 2/2012 v t 98,7% so vi cng k nm ngoi. 2.3.2 Cc yu t nh hng n mc tiu DN

Tt m lch n sm hn trong nm 2012 so vi nm 2011, do vy nhu cu mua sm Tt nhn nhp phn nh vo qu 4/2011. Lm pht cao trong nhng thng u nm. Dy chuyn sn xut b h hng do v chy xng Lottepie ch mi bt u hot ng tr li t thng 2/2012. Chi ph bn hng v chi ph qun l doanh nghip ng lot tng tng ng 26.2% v 4.4%, do vy t trng ca 2 khon chi ph ny trn doanh thu cng tng cao, tng ng l 22.2% v 5.6% (so vi qu 1/2011 l 16.3% v 4.9%). Nguyn nhn chnh y chi ph bn hng tng t bin ch yu do cng ty y mnh trin khai cc chng trnh khuyn mi vi mc ch tng sn lng tiu dng trong bi cnh sc mua suy gim, tuy nhin doanh s bn hng vn cha t c nh k vng. Cc khon chi ph hng ngy tng t bin nh xng du, kh t v mt s hng mc thc phm khc. Bibica s dng phn ln tin mt ca mnh ti tr cho cc d n ang thc thi, do vy thu nhp ti chnh ca cng ty suy gim mnh t 1.8 t ng xung cn 0.8 t ng (-59%) do li tin gi ngn hng gim.
2.3.3

Mc tiu doanh nghip

Theo nhng nh gi v nhn nh gn y cho thy kh nng kinh t th gii trong nm 2012 s tip tc c nhiu kh khn do st gim tng trng kinh t ton cu v bt n gia tng, iu cng s tc ng khng nh n kinh t Vit Nam. Tuy nhin chnh ph cng ang c nhng gii php quyt lit n nh v m, kim ch lm pht, gi mc tng trng n nh vi GDP 6-6,5%, lm pht di 10%. Ngnh hng tiu dng tuy cng b nh hng chung nhng vn c mc tng trng n nh hng nm. Nhm: 23_Hello 58

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Mc d tnh hnh s c nhiu kh khn nhng cng l c hi pht trin do nm 2012 cng ty t mt s mc tiu c th nh sau: Theo thi gian
Mc tiu di hn ca doanh nghip: n nm 2015 Bibica s tr thnh doanh

nghip dn u ngnh bnh ko trong nc. Vic cng ty cn lm hin nay l tng quy m, tng im bn hng v ph. Mt khi nh my Hng Yn i vo hot ng, sn lng ca Bibica c th tng gp i. Ngoi ra, nu Bibica t khong 150.000 im bn hng th mc tiu ni trn c th thnh hin thc. Mc tiu trung hn:

i vi th trng ni a: Mi nm tng 2-4% th phn bnh ko so vi

nm trc. Xy dng th trng H Ni, Tp.HCM t mc tiu doanh s chim 30% doanh s min, t ph 80% im bn. Ch trng pht trin knh siu th tng t trng doanh s ca knh ny ln 15% trong tng doanh s.

i vi th trng xut khu: Mc tiu xut khu nm 2012 tng 225%

t 7.5 triu USD, trong sn phm Chocopie chim 4.7 triu USD. Th trng xut khu m rng sang cc khu vc Trung ng, Nam M. Xy dng h thng phn phi ti Lo, Campuchia.
Mc tiu ngn hn doanh nghip: (p dng cho 6 thng cui nm 2012):

Do yu t ma v trung thu v tt nn sn lng sn xut v doanh s 6 thng cui nm tng t 1.6-2 ln so vi 6 thng u nm c th:

Sn lng sn xut: 12 260 tn, tng 25% so vi cng k nm ngoi. Doanh s: 827 t, tng 34% so vi cng k.

Theo bn cht Mc tiu ca marketing: Da vo thng hiu c ch ng trn th trng cng vi h thng phn phi rng khp, dy chuyn sn xut hin i v nn kinh t x hi ngy cng pht trin, Nhm: 23_Hello 59

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

i sng c nng cao, sc mua ca ngi tiu dng tng mnh, th trng ni a y tim nng, Bibica ra mt s mc tiu marketing trong thi gian ti c th nh sau:

Nng cao uy tn v gi tr thng hiu Bibica trong nm 2013. Cng c v tr dn u trong th phn ko v bnh bng lan trong nc

trong nm 2013.

M rng thm quy m th phn 3-5%. Pht trin th trng xut khu sang 3 nc Chu u (Anh, Php,

c).

Duy tr v pht trin cc sn phm c a thch hin nay trn th trng

nh dng bnh Hura, bnh trung thu, Lotte Pie, ko nhm nng cao uy tn v cng c thng hiu Bibica trn th trng. Mc tiu ca sn xut: Nhm phc v cho cc mc tiu tng trng, trong nm nay Bibica ra cc ch tiu sn lng sn xut nh sau: Bng 26: Mc tiu sn lng nm 2012 Sn lng sn xut n v K hoch nm % tng trng so vi nm 2011 147.5% 127.1% 126.2% 138.7% 95.6% 136.1%

tnh 2012 - Bnh cc loi kg 11,761,100 - Ko cc loi kg 6,616,898 - Mch nha cc loi kg 5,502,899 - Sn phm dinh dng kg 733,100 - Scla kg 47,000 Tng kg 24,660,996 Song song , cng ty s u t mt s trang thit b mi nh:

Dy chuyn thit b ng b sn xut cracker nng sut 1000kg/gi. My sy bt 2 tn/gi tng nng sut ko do t 45 ln 80 tn/thng. Dy chuyn ko que Lolipop 600kg/gi. 60

Nhm: 23_Hello

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Cc thit b l: My kh nit, my in date thng, h thng bm kem Hura

hai mu. Mc tiu ti chnh: Trong bi cnh nn kinh t hin nay, nhiu cng ty trong cc lnh vc khc nhau ang gp kh khn v tip cn ngun vn hoc phi chu gnh nng chi ph ti chnh. Tuy nhin, tnh hnh ti chnh ca Bibica tng i tt vi t l n thp (h s tng n phi tr/tng ti sn cui nm 2011 l 27%) v cc h s v kh nng thanh ton u mc an ton. Ti thi im cui nm 2011, Bibica khng c cc khon n vay di hn v s d n ngn hn ch l 876 triu ng. Tm li, vi tnh hnh ti chnh lnh mnh nh hin nay th vic cng ty cn lm l tip tc duy tr khuynh hng hot ng trong nm va qua. Mc tiu v ngun nhn lc: Vic xy dng chnh sch v ngun nhn lc ca Bibica lun gp phi nhiu thch thc do chnh sch tin lng ca ngnh khng th cnh tranh vi cc lnh vc nh cng ngh cao hay bt ng sn, ti chnh . y l bi ton Bibica phi cn nhc kh nhiu v chn hng gii quyt cn i gia nhiu li ch.

Tn dng li th c c t vic hp tc vi Lotte, trong thi gian ti,

Bibica s t chc a mt i ng cn b i hc tp ti nc ngoi rt kinh nghim v vic qun l v o to ngun nhn lc. Cng ty s dnh nhiu quan tm hn trong vn iu chnh mc lng,

thng thu ht nhn ti; d on nhu cu tuyn dng ca Bibica nm 2012 s tng khong 9.5%. Thng xuyn trin khai cc hot ng tp hun cho khong 40% i

ng nhn vin bn hng mi nm. c bit, nm 2012 cng ty tip tc pht trin h thng phn phi c v

chiu rng v chiu su. S lng nhn vin bn hng s tng 40% nhm p

Nhm: 23_Hello

61

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

ng mc tiu tng doanh s im bn ln 90,000 im bn so vi 60,000 im bn so vi nm 2011 ng thi tng hiu sut bn hng ln 40% . 2.3.4 kin Cc im chnh ca chin lc marketing:
Sn phm lm ra lun phi hng n nhu cu th hiu ngi tiu dng. Ty

Cc bin php ln cn c thc hin c th t c cc mc tiu d

vo la tui v s thch ca khch hng m a ra sn phm cho ph hp.

a ra cc tng qung co c o, sng to nhm nhc nh mi ngi nh

n Bibica. T chc, ti tr cc cuc thi c ngha; tham gia vo nhng hot ng x hi nh bo tr cho c nhi vin T chc cc hot ng khuyn mi c bit vo cc ngy l, tt.
Tip tc trin khai chng trnh bn hng qua mng, gi catalouge n khch

hng gii thiu sn phm mi, gi ti liu marketing n cc nh trung gian. Thng xuyn cp nht websita cc i tc, khch hng thun tin trong vic tm kim thng tin sn phm. Cc im chnh ca k hoch bn l, sn xut: Tng nng sut lao ng cc chuyn sn xut ca cng ty t: 5-10% bng cch r sot nh mc lao ng, nh bin lao ng, cc mc sn lng trn cc chuyn sn xut. Lun tm hiu nghin cu cc cng ngh hin i nhm gim chi ph sn xut a ra cc sn phm c gi thnh cnh tranh cao nht.
Chun ha quy cch bao b sn phm trong ton cng ty (hp giy v thng

carton): gim 5-10% chi ph bao b. Cc im chnh ca cng tc nhn s, t chc v qun l: Cng c i ng bn hng: a nhn vin gii v qun tr vin sang nc ngoi o to.
Tng cng cng tc o to cho cn b, cng nhn vin qun l sn xut v

bn hng, ng dng thit thc vo cng vic nng cao hiu qu, nng sut lao ng. Nhm: 23_Hello 62

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Tip tc thc hin r sot sp xp li nhn s, tinh gn nhn s cc b phn gin tip, tp trung nhn s cho b phn bn hng v sn xut trc tip, kim sot cht ch nh mc lao ng hng thng, tit gim chi ph lao ng. Trin khai cc bin php trong sn xut kinh doanh nh r sot hp l ha vt liu v quy cch bao gi tit kim chi ph bao b, kim sot v tit gim gi tr tn kho vt t v thnh phm Cc im mu cht ca vn ti chnh: Tip tc duy tr hp tc vi Lotte (nhng phi c s phng b trnh nguy c b thn tnh), tn dng nhng h tr t vn v cng ngh t i tc chin lc nc ngoi.
Sau khi phc hi li dy chuyn sn xut Lotte Pie, Bibica cng ang u t

vo nh my mi ti Hng Yn. D kin trong nm nay cng ty s u t mt dy chuyn sn xut bnh v nm 2014 s u t thm mt dy chuyn na. Nhng d n trn s gip Bibica phc hi v nng cao nng lc sn sut, ng gp vo tng trng sn lng v doanh thu. 2.4 K hoch Marketing
2.4.1

Mc tiu chin lc marketing (1 nm sau)

Hin nay, Bibica l chim khong 8% th phn bnh ko c nc. Trc s

cnh tranh ngy cng gay gt t cc cng ty bnh ko trong v ngoi nc, xy dng chin lc marketing l nhim v v cng quan trng ca Bibica. Vi nhiu nm lin t danh hiu Hng Vit Nam Cht Lng Cao do ngi tiu dng bnh chn, cng ty Bibica v ang vng vng tin bc v pha trc v li ch ca ngi tiu dng v s pht trin ca ngnh thc phm - ung Vit Nam, to nn Bibica - thng hiu sn phm cht lng. Cht lng cuc sng ca con ngi ngy cng c nng cao, nhu cu ca h thng xuyn thay i, bin i khng ngng. V vy, doanh nghip mun tn ti v pht trin th phi thch ng vi s bin ng . L mt cng ty hot ng trong lnh vc nhm hng tiu dng nhanh nh cng ty c phn Bibica cng phi thay i

Nhm: 23_Hello

63

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

ha nhp chung th hiu ca th trng. Trn c s , cng ty c nhng mc tiu chin lc pht trin ng vng trn th trng ngy nay:
Duy tr v pht trin cc sn phm c a thch hin nay trn th trng nh

dng bnh Hura, bnh trung thu, Lotte Pie, ko nhm nng cao uy tn v cng c thng hiu Bibica trn th trng trong nm 2013.
Pht trin h thng bn l t 75,000 n 90,000 im, xy dng trung tm phn

phi ti cc thnh ph ln nh H Ni, thnh ph H Ch Minh, Nng, Cn Th nhm m rng thm quy m th phn trong nc 3-5% vo cui nm 2013.
Pht trin th trng xut khu sang 3 nc Chu u (Anh, Php, c). Cui nm 2013, duy tr 98% khch hng c v tng thm 15% khch hng mi. Thit lp chin lc gi hp l ph hp nng cao v th cnh tranh trn th

trng v ginh 4% th phn vo cui nm 2013. 2.4.2 Chin lc marketing

2.4.2.1 Chin lc sn phm (Product) Vn dng chnh sch a dng ha sn phm, Bibica lin tc cho ra nhng sn phm p ng kp thi th hiu ca ngi tiu dng.
p ng nhu cu tiu dng khc nhau ca khch hng, cng ty c k hoch

cho ra sn phm c kch c khi lng khc nhau. Bn cnh , xu hng tiu dng hin nay rt ch trng ti b ngoi sn phm, nhng sn phm thit k p mt s lun nhn c s quan tm ca khch hng. Bibica cng thay i cc hnh thc bao gi. Ngoi hnh thc bao b truyn thng, cng ty cn b sung thm hp nha, hp g v hp thic va bo v d dng khi vn chuyn, va to cho khch hng c nhiu s la chn. 2.4.2.2 Chin lc phn phi (Place) Xy dng mt h thng knh phn phi mang tnh c th ca ring Bibica c th to dng li th cnh tranh i vi cc i th khc. Nhm: 23_Hello 64

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Tm kim cc nh phn phi Chu u (Anh, Php, c) thng qua cc cuc Hi ch trin lm quc t. Xy dng thm cc trung tm phn phi ti cc thnh ph ln (H Ni, TP.HCM, Nng, Cn Th) v pht trin h thng bn l c bao ph c nc. Pht trin h thng knh bn hng qua mng nhm tng thm khch hng mi. 2.4.2.3 Chin lc gi (Price) a ra mt mc gi hp l, cng ty cn phi xem xt nhiu yu t khc nhau nh chi ph sn xut v tiu th sn phm, mc a thch ca ngi tiu dng, thi im bn v mc gi ca i th cnh tranh trn th trng.
Xy dng chnh sch gi cnh tranh. 2.4.2.4 Chin lc chiu th (Promotion)

Qung co: Nhc nh, thuyt phc mi ngi nh v s dng sn phm ca cng ty Bibica. Khuyn mi cho ngi mua nhm khuyn khch ngi tiu dng mua hng.
Khuyn mi cho h thng phn phi khch l to s cnh tranh gia cc nh

phn phi v doanh s. Quan h cng chng: Thit lp mi quan h tt p vi cng ng ng thi cng c hnh nh cng ty trong lng khch hng. 2.4.3 K hoch thc hin marketing

2.4.3.2 Sn phm c trng ca ngnh bnh ko l ma cao im thng ri vo na cui nm

vi ma Trung Thu v ma Tt nguyn n. Do vy, doanh thu na cui nm thng cao hn na u nm khong 40-50%. V vy, cng ty ang nghin cu v sp cho ra

Nhm: 23_Hello

65

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mt mt s sn phm mi. Bn cnh , cng ty cng nghin cu cc kch c v hnh thc bao b mi. Bng 27: Pht trin cc sn phm mi Dng sn phm Nghin cu sn phm mi Bnh bng lan kem Hura Kem hng su ring Kem hng da Bnh trung thu Bnh do truyn thng nhn ca cao Bnh nng dinh dng ht sen ph mai Bng 28: Pht trin kch c v hnh thc bao b mi Sn phm Bnh trung thu Bnh Hura Bnh Lotte Pie Ko Volcano 2.4.3.2 Phn phi Ci tin Bao b Hp thic Hp g Bch Hp thic Khi lng tnh 12 ci/hp 4 ci/hp 12 ci/bch 280 gr/hp

Xy dng mt h thng knh phn phi mang tnh c th ca ring Bibica

c th to dng li th cnh tranh i vi cc i th khc

Ti mi im phn

phi v bn l, b sung thm cc ti giy in hnh logo ca Bibica, by tr mt gian hng ring bit dnh cho Bibica nhm to s khc bit nhn bit thng hiu Bibica so vi cc i th cnh tranh.
Tm kim cc nh phn phi Chu u (Anh, Php, c) thng qua cc cuc

Hi ch trin lm quc t

Thng 09/2012 Bibica s tham d Trin lm thng

mi quc t th gii v sn xut bnh ko ti thnh ph Munich, Cng Ha Lin Bang c. y l c hi ln cho Bibica tm kim nhng i tc kinh doanh nc ngoi phn phi sn phm Bibica ra th trng Chu u.
Xy dng thm cc trung tm phn phi ti cc thnh ph ln (H Ni,

TP.HCM, Nng, Cn Th) v pht trin h thng bn l c bao ph c nc

Tm kim thm 10 i tc ln ti H Ni, TP.HCM, Nng, Cn Th; phn

Nhm: 23_Hello

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phi cc sn phm ca Bibica n cc im bn l nhng vng ngoi thnh, nng thn nh C Chi, Cn Gi.
Pht trin h thng knh bn hng qua mng nhm tng thm khch hng mi

M rng vic t hng qua mng cho khch hng l ngi tiu dng thng qua
website ca Bibica: www.bibica.com.vn. 2.4.3.3 Gi
a ra mt mc gi hp l, cng ty cn phi xem xt nhiu yu t khc nhau

nh chi ph sn xut v tiu th sn phm, mc a thch ca ngi tiu dng, thi im bn v mc gi ca i th cnh tranh trn th trng

Xy dng i ng

nghin cu th trng chuyn nghip tm ra mc gi cnh tranh ph hp. Xy dng chnh sch gi cnh tranh Chin lc iu chnh gi theo ma. Chin lc nh gi trn gi. Chin lc gi cho sn phm mi. 2.4.3.4 Qung co: Bng 29: Cc phng tin dng cho cc sn phm ca Bibica Sn phm Ko Volcano Phng tin Qung co trn bo (c s lng c gi nhiu) nh Tui Tr, Thanh Nin Bnh bng lan Hura Bnh trung thu Qung co trn tivi Pht sng li qung co c trn tivi
Bo Tui Tr, Thanh Nin, Tip Th & Gia nh Pht sng qung co tivi vo trc trung thu 2 thng

Chiu th

Qung co trn bo Tui Tr, Thanh Nin Nhm: 23_Hello 67

Cng ty C Phn Bibica Bnh Lotte Pie

GVHD: Thc s Hong Th nh Nguyt

Pht sng qung co trn tivi Panel

Qung co trn bo Thanh Nin, tui Tr Khuyn mi cho ngi mua: Khuyn mi vo dp khai ging nm hc 2012-2013 t ngy 15/08/2012 n ngy 15/09/2012, chng trnh c p dng trn c nc. Tch ly im i nn bo him ca Bibica t ngy 27/03/2013 n ngy 27/05/2013 ti khu vc ng bng sng Cu Long. Khuyn mi cho ngi bn:
H tr cho ngi bn: Cc bng, bin hiu, bng rn, panel, p phch, ng

phc, ti giy, d mang thng hiu Bibica; o to nhn vin, phn trm hoa hng.
Cung cp cc ti liu marketing: Brochure thng thng, brochure k thut,

bnh hng dn chi tit, sch hng dn bn hng, sch hng dn nh phn phi, sch gi c v chi ph bn hng.
p dng chnh sch nh gi chit khu cho ngi bn. 2.5 Trin khai thc hin cc k hoch

2.5.1

Sn phm

Nghin cu v cho ra cc sn phm mi: Thi gian thc hin: Bng 30: Thi gian thc hin nghin cu v cho ra cc sn phm mi Nghin cu sn phm mi Thi gian bt u nghin cu Bnh bng lan kem su ring Nhm: 23_Hello 68 Thng 9/2012 Thi gian a vo sn xut Thng 12/2012 Thi gian a sn phm vo cc th trng Thng 01/2013

Cng ty C Phn Bibica Bnh bng lan kem da Bnh do truyn thng nhn ca cao Bnh nng dinh dng

GVHD: Thc s Hong Th nh Nguyt Thng 9/2012 Thng 02/2012 Thng 02/2012 Thng 12/2012 Thng 07/2012 Thng 07/2012 Thng 01/2013 Thng 08/2012 Thng 08/2012

ht sen ph mai B phn thc hin: Nghin cu pht trin v k thut u t Ngi chu trch nhim: ng Nguyn Trng Kha - Gim c khi Nghin Cu Pht Trin ng Nguyn Vn Bnh_- Gim c nh my Bibica Bin Ha ng o Ngc Huy - Gim c khi K Thut u T

Chi ph v doanh thu d kin: Bng 31: Chi ph v doanh thu d kin cho cc sn phm mi Sn phm mi Bnh bng lan kem su ring Bnh bng lan kem da Chi ph d kin (t ng) 86,7 76,9 Doanh thu d kin (t ng) 136,8 130

Bnh do truyn thng nhn ca cao 11,5 20,4 Bnh nng dinh dng ht sen ph mai 13,6 25,8 Th trng d kin a sn phm vo: Thnh ph H Ch Minh, H Ni nu thnh cng 2 th trng ln ny s tin hnh phn phi rng cc tnh thnh khc nh Cn Th, Nng . Ci tin mu m bao b: Thi gian thc hin: Bng 32: Thi gian nghin cu v cho ra cc hnh thc bao b mi

Nhm: 23_Hello

69

Cng ty C Phn Bibica

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Sn phm

Bao b

Thi gian bt u nghin cu hnh thc bao b mi Thng 03/2013 Thng 10/2012 Thng 11/2012 Thng 09/2012

Thi gian a vo s dng Thng 07/2013 Thng 04/2013 Thng 03/2013 Thng 12/2012

Bnh trung thu Hp g Bnh Hura Hp thic

Bnh Lotte Pie Bch Ko Volcano Hp thic

B phn thc hin: Nghin cu pht trin v k thut u t. Ngi chu trch nhim:
2.5.2

ng Nguyn Trng Kha - Gim c khi Nghin Cu Pht Trin ng o Ngc Huy - Gim c khi K Thut u T Tng chi ph d kin: 13.6 t ng. Phn phi

Ti mi im phn phi v bn l, b sung thm cc ti giy in hnh logo ca Bibica, by tr mt gian hng ring bit dnh cho Bibica nhm to s khc bit nhn bit thng hiu Bibica so vi cc i th cnh tranh.
Thi gian tin hnh: t ngy 01/12/2012. B phn ph trch: Phng Marketing Ngi chu trch nhim: ng Phan Vn Thin - Ph Tng Gim c Kinh

Doanh Chi ph d kin: Ti giy: 1,7 t ng. By tr gian hng: 5,9 t ng.

a im tin hnh: cc im phn phi v bn l ti 4 thnh ph ln trong c

nc (Tp.HCM, H Ni, Cn Th, Nng). Nhm: 23_Hello 70

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Tham d Trin lm thng mi quc t th gii v sn xut bnh ko ti thnh ph Munich, Cng Ha Lin Bang c nhm tm kim nhng i tc kinh doanh nc ngoi phn phi sn phm Bibica ra th trng Chu u. Thi gian: Thng 09/2012. B phn ph trch: Phng kinh doanh.
Ngi chiu trch nhim: ng Phan Vn Thin -

Ph Tng Gim c Kinh

Doanh.
Chi ph d kin: 600 triu (bao gm chi ph n, , khch sn, di chuyn, v my

bay). Tm kim thm 10 i tc ln ti H Ni, TP.HCM, Nng, Cn Th; phn phi sn phm n cc ca hng bn l nhng vng ngoi thnh, nng thn nh C Chi, Cn Gi. Thi gian: t thng 02/2013 thng 12/2013 B phn ph trch: phng kinh doanh.
Ngi chu trch nhim: : ng Phan Vn Thin - Ph Tng Gim c Kinh

Doanh. Chi ph d kin: 2,8 t ng (chi phi giao dch, chi ph vn chuyn.).
M rng vic t hng qua mng cho khch hng l ngi tiu dng thng qua

website ca Bibica : www.bibica.com.vn/.

Thi gian bt u: Thng 11/2013

B phn ph trch: Phng Marketing.

Ngi chu trch nhim: ng Phan Vn Thin -

Ph Tng Gim c Kinh

Doanh. Chi ph d kin: 500 triu ng Nhm: 23_Hello 71

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Ch p dng vic t hng qua mng 4 thnh ph ln l: Tp.HCM, H Ni, Cn Th, Nng vi gi tr hng t t 500,000 tr ln. 2.5.3 Chiu th

2.5.3.1 Qung co Qung co trn tivi: Ko Volcano: Bng 33:Bng thi gian pht sng v chi ph qung co ca Volcano Knh Thi im Chi ph qung co Pht sng trc chng trnh 12,000,000 VN x 4 ngy x 8 k = mn ngon mi ngy (11h50) HTV7 (th 5, 6, 7, ch nht) 384,000,000 VN Pht sng trc chng trnh 15,000,000 VN x 4 ngy x 8 k=480,000,000 VN 60 giy (18h30) Pht sng trc chng trnh 15,000,000 VN x 4 ngy x 8 k = 480,000,000 VN phim bui chiu (17h00) Pht sng gia chng trnh 35,000,000 VN gameshow x 8 k +

(ch nht), gia 65,000,000 VN x 3 ngy x 8 k =

1,840,000.000 VN phim (th 5, 6, 7) (20h00) Pht sng trc chng 2,000,000 VN x 3 ngy x 8 k = 48,000,000 VN trnh hi kch (10h30) Pht sng trc chng 3,000,000 VN x 3 ngy x 8 k = trnh phim hot hnh 72,000,000 VN (16h00) Pht sng trc chng 5,000,000 VN x 3 ngy x 8 k = trnh Tng Bnh bng lan Hura: phim bui ti 1,200,000,000 VN 4,504,000,000 VN (19h30)

HTVC gia nh (th 3, 5, 7)

Bng 34: Bng thi gian pht sng v chi ph qung co ca Hura Knh Nhm: 23_Hello Thi im Chi ph qung co 72

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Pht sng trc chng trnh 12,000,000 VN x 4 ngy x 8 k = mn ngon mi ngy (11h50) HTV7 (th 5, 6, 7, ch nht) 384,000,000 VN Pht sng trc chng trnh 15,000,000 VN x 4 ngy x 8 k = 480,000,000 VN 60 giy (18h30) Pht sng trc chng trnh 15,000,000 VN x 4 ngy x 8 k = 480,000,000 VN phim bui chiu (17h00) Pht sng gia chng trnh 35,000,000 VN gameshow x 8 k +

(ch nht), gia 65,000,000 VN x 3 ngy x 8 k = 8 k +

1,840,000,000 VN phim (th 5, 6, 7) (20h00) Pht sng trong chng 7,000,000 VN x trnh qung

co 10,000,000 VN x 3 ngy x 8 k

=296,000,000 VN gameshow (10h00) Pht sng trc chng 40,000,000 VN x 2 ngy x 8 k + trnh phim (th 5, 6), 35,000,000 VN x 2 ngy x 8 k = VTV3 (th 5, 6, 7, ch nht) gameshow (th 7, ch 1,200,000,000 VN nht) (11h55) Pht sng trc chng 50,000,000 VN x 4 ngy x 8 k = trnh phim bui chiu (th 1,600,000,000 VN 5,6,7), sc sng mi (ch nht) (18h00) Pht sng trc chng 50,000,000 VN x 4 ngy x 8 k = trnh thi s bui ti 1,600,000,000 VN (19h00) Pht sng trong chng 3,000,000 VN x 3 ngy x 8 k = trnh phim bui sng 72,000,000 VN (9h00) Pht sng trc chng 9,500,000 VN x 3 ngy x 8 k = trnh phim bui chiu 228,000,000 VN (17h00) Pht sng trc chng 11,000,000 VN x 3 ngy x 8 k = trnh Tng Nhm: 23_Hello phim bui ti 264,000,000 VN 8,444,000,000 VN 73 (19h00)

SCTV16 (th 2, 4, 6)

Cng ty C Phn Bibica Bnh trung thu:

GVHD: Thc s Hong Th nh Nguyt

Bng 35: Bng thi gian pht sng v chi ph qung co ca bnh trung thu Knh Thi im Chi ph qung co Pht sng trc chng trnh 12,000,000 VN x 4 ngy x 8 k = mn ngon mi ngy (11h50) HTV7 (th 5, 6, 7, ch nht) 384,000,000 VN Pht sng trc chng trnh 15,000,000 VN x 4 ngy x 8 k = 480,000,000 VN 60 giy (18h30) Pht sng trc chng trnh 15,000,000 VN x 4 ngy x 8 k = 480,000,000 VN phim bui chiu (17h00) Pht sng gia chng trnh 35,000,000 VN gameshow x 8 k +

(ch nht), gia 65,000,000 VN x 3 ngy x 8 k = 8 k +

1,840,000,000 VN phim (th 5, 6, 7) (20h00) Pht sng trong chng 7,000,000 VN x trnh qung

co 10,000,000 VN x 3 ngy x 8 k

=296,000,000 VN gameshow (10h00) Pht sng trc chng 40,000,000 VN x 2 ngy x 8 k + trnh phim (th 5, 6), 35,000,000 VN x 2 ngy x 8 k = VTV3 (th 5, 6, 7, ch nht) gameshow (th 7, ch 1,200,000,000 VN nht) (11h55) Pht sng trc chng 50,000,000 VN x 4 ngy x 8 k = trnh phim bui chiu (th 1,600,000,000 VN 5,6,7), sc sng mi (ch nht) (18h00) Pht sng trc chng 50,000,000 VN x 4 ngy x 8 k = trnh thi s bui ti 1,600,000,000 VN SCTV16 (th 2, 4, 6) (19h00) Pht sng trong chng 3,000,000 VN x 3 ngy x 8 k = trnh phim bui sng 72,000,000 VN (9h00) Pht sng trc chng 9,500,000 VN x 3 ngy x 8 k = trnh phim bui chiu 228,000,000 VN (17h00) Nhm: 23_Hello 74

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Pht sng trc chng 11,000,000 VN x 3 ngy x 8 k = trnh phim bui ti 264,000,000 VN (19h00) Pht sng trc chng 2,000,000 VN x 3 ngy x 8 k = 48,000,000 VN trnh hi kch (10h30) Pht sng trc chng 3,000,000 VN x 3 ngy x 8 k = trnh phim hot hnh 72,000,000 VN (16h00) Pht sng trc chng 5,000,000 VN x 3 ngy x 8 k = trnh Tng Bnh Lotte Pie: phim bui ti 1,200,000,000 VN 9,764,000,000 VN (19h30)

HTVC gia nh (th 3, 5, 7)

Bng 36: Bng thi gian pht sng v chi ph qung co ca bnh Lotte Pie Knh Thi im Chi ph qung co Pht sng sau chng trnh 10,000,000 VN x 3 ngy x 8 k = 240,000,000 VN thnh ph hm nay (6h30) Pht sng trc chng trnh 10,000,000 VN x 3 ngy x 8 k = HTV9 (th 2, 4, 6) 240,000,000 VN bn tin tra (12h00) Pht sng gia 1/2 phim Vit 25,000,000 VN x 3 ngy x 8 k = 600,000,000 VN Nam (17h30) Pht sng trc chng trnh 25,000,000 VN x 3 ngy x 8 k = VTV3 (th 5, 6, 7, ch nht) 600,000,000 VN tip sng VTV (19h00) Pht sng trong chng 7,000,000 VN x trnh qung 8 k +

co 10,000,000 VN x 3 ngy x 8 k =

296,000,000 VN gameshow (10h00) Pht sng trc chng 40,000,000 VN x 2 ngy x 8 k + trnh phim (th 5, 6), 35,000,000 VN x 2 ngy x 8 k = gameshow (th 7, ch 1,200,000,000 VN nht) (11h55) Pht sng trc chng 50,000,000 VN x 4 ngy x 8 k = trnh phim bui chiu (th 1,600,000,000 VN 5,6,7), sc sng mi (ch

Nhm: 23_Hello

75

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

nht) (18h00)

Pht sng trc chng 50,000,000 VN x 4 ngy x 8 k = trnh thi s bui ti 1,600,000,000 VN (19h00) Pht sng trong chng 3,000,000 VN x 3 ngy x 8 k = trnh phim bui sng 72,000,000 VN (9h00) Pht sng trc chng 9,500,000 VN x 3 ngy x 8 k = trnh phim bui chiu 228,000,000 VN (17h00) Pht sng trc chng 11,000,000 VN x 3 ngy x 8 k = trnh Tng phim bui ti 264,000,000 VN 6,940,000,000 VN (19h00)

SCTV16 (th 2, 4, 6)

Tng chi ph phi tr cho qung co trn tivi l 29,652,000,000 VN.

Qung co trn bo: Ko Volcano: ng qung co vo 2 v ch nht.

Vi bo Tui Tr, 2 s trong 1 tun, ng 8 tun, phi tr 58,000,000 x 2

k x 8 tun = 928,000,000 VN (ng bo mu, 1 trang). Vi bo Thanh Nin, 2 s trong 1 tun, ng 8 tun, phi tr 54,000,000

x 2 k x 8 tun = 864,000,000 VN ( ng bo mu, 1 trang). Bnh hura: ng qung co vo 2 v ch nht.

Vi bo Tui Tr, 2 s trong 1 tun, ng 8 tun, phi tr 58,000,000 x 2

k x 8 tun = 928,000,000 VN (ng bo mu, 1 trang). Vi bo Thanh Nin, 2 s trong 1 tun, ng 8 tun, phi tr 54,000,000

x 2 k x 8 tun = 864,000,000 VN ( ng bo mu, 1 trang). Nhm: 23_Hello 76

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Vi tp ch Tip th & gia nh, ng 2 s, phi tr 30,600,000 VN

(nguyn trang i). Bnh trung thu: ng vo tt c cc ngy trong tun.

Vi bo Tui Tr, 7 s trong 1 tun, ng 8 tun, phi tr 58,000,000 x 7

k x 8 tun = 3,248,000,000 VN (ng bo mu, 1 trang). Vi bo Thanh Nin, 7 s trong 1 tun, ng 8 tun, phi tr 54,000,000

x 7 k x 8 tun = 3,024,000,000 VN ( ng bo mu, 1 trang).

Lotte Pie: ng qung co vo 2 v ch nht.

Vi bo Tui Tr, 2 s trong 1 tun, ng 8 tun, phi tr 58,000,000 x 2

k x 8 tun = 928,000,000 VN (ng bo mu, 1 trang).

Vi bo Thanh Nin, 2 s trong 1 tun, ng 8 tun, phi tr 54,000,000

x 2 k x 8 tun = 864,000,000 VN ( ng bo mu, 1 trang).

Vi tp ch Tip th & gia nh, ng 2 s, phi tr 30,600,000 VN

(nguyn trang i).

Tng chi ph phi tr cho qung co trn bo l 11,709,200,000 VN.

Qung co trn panel i vi sn phm bnh trung thu: Cng ty quyt nh chn nhng con ng m lng ngi qua li ng, c bit l nhng ngy cui tun. Thi gian treo panel trong vng 2 thng trc trung thu. C th, ti Thnh ph H Ch Minh chn nhng trc ng chnh Nam K Khi Ngha, Nguyn Hu, Cch Mng Thng 8, vi khong 40 panel. Ti H Ni chn ng Hai B Trng, Trn Hng o, vi khong 20 panel. Chi ph lm Panel tnh treo: 200,000,000 VN (khong 3,000,000 VN/ci)

Nhm: 23_Hello

77

Cng ty C Phn Bibica

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Thu a im treo nh ng Cch Mng Thng 8, Nam K Khi Ngha, , chi ph d kin l 3,000,000,000 VN (dao ng t 8,000,000 VN n 15,000,000 VN cho mt a im treo).

Tng chi ph phi tr cho qung co bng panel l 3,200,000,000 VN.

2.5.3.2 Khuyn mi cho ngi mua

Chng trnh 1: Bt u nm hc cng Bibica.

Nm hc mi 2012-2103 sp n, nhu cu mua

sm sch v cho hc sinh l rt cao. Nm bt c iu ny, cng ty Bibica p li s tri n ca khch hng vi chng trnh khuyn mi Bt u nm hc vi Bibica. Hnh 3: Hp bnh Lotte Pie 360 gr v tp khuyn mi p dng cho sn phm bnh Lotte Pie 360 gr.
Th l chng trnh: Khi mua mt hp bnh Lotte Pie 360gr hai c tng km

mt quyn tp hc sinh hoc khi mua hai hp bnh Lotte Pie 360gr s c tng km ba quyn tp hc sinh. Chng trnh c p dng cho cc h thng siu th, i l, ca hng bn l trn a bn c nc. i tng tham d: Dnh cho tt c khch hng mua v s dng sn phm Lotte Pie.
Thi gian khuyn mi: t ngy 15/08/2012 n ngy 15/09/2012. B phn ph trch: Phng Marketing. Chi ph d kin: 1,2 t ng Chng trnh 2: Tch ly im i nn bo him ca Bibica.

Nhm: 23_Hello

78

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GVHD: Thc s Hong Th nh Nguyt

Ngy nay, nhng chic m bo him gn nh khng

c tc dng bo v, bi v m c lm t ph liu ch khng phi bng nhng ht nha nguyn cht. Phn quan trng nht ca m bo him l lp xp bo v bn trong (hay cn gi l lp EPS), lp xp ny c tc dng hp th xung ng khi xy ra va p. Tc l lc ca vt cng va p vo m s c tn u ra ch khng tp trung vo mt im lm gim kh nng chn thng vng no. Th nhng, lp bo v bn trong ca nhng loi m bo him cht lng km ny ch l mt lp xp mng, rt d v khi b ri. V th, Bibica hp tc vi cng ty TNHH TM-SX An Trn Boss sn xut m bo him c cht lng tt. Hnh 4: Nn bo him Bibica cng bnh Hura Deli p dng cho sn phm bnh Hura Deli cc loi. Th l chng trnh: Trong mi hp bnh bng lan kem Hura Deli s c mt tm th ghi s im tng ng vi khi lng hp bnh. Tch ly s im n 200 im th khch hng s nhn c mt nn bo him ca Bibica. Hnh thc nhn gii: Khi 200 im, khch hng cn gi nhng th im n nh phn phi v h s gi qu tng n khch hng trng thng. Chng trnh c p dng ti khu vc ng bng sng Cu Long.
Thi gian thc hin chng trnh: t ngy 27/03/2013 n ngy 27/01/2013.

a ch nh phn phi qu tng ti khu vc ng bng sng Cu Long: 94/2 Nguyn nh Trng, phng 3, th x Tn An, tnh Long An. S in thoi nh phn phi: (072) 382 8596. Bng 37 : Bng im tng ng vi khi lng hp bnh Hura Deli Khi lng (gram) 84 Nhm: 23_Hello im 5 79

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt 10 15 20

2.5.3.3

168 336 480 Khuyn mi cho ngi bn

o to nhn vin: Tin hnh cc hot ng bi dng, nng cao tay ngh, trnh cho nhn vin. Hnh thc o to l mi ging vin v dy hoc c cn b, cng nhn vin tham gia cc kha hc do cc trung tm o to t chc. Mi nm, qu o to ca Bibica trch trung bnh khong 300 triu ng cho vic o to. Cung cp ti liu marketing: Bng 38: Ti liu Marketing cho h thng phn phi ca Bibica Ti liu Marketing Brochure thng thng Brochure k thut Bng hng dn chi tit Sch hng dn bn hng Sch hng dn nh phn Ti liu cho Ti liu cho cc Ti liu cho lc khch hng C C C nh phn phi C C C
-

lng bn hng C C C C C C

phi Sch gi c C Chi ph bn hng Chnh sch chit khu cho h thng phn phi: Bng 39: Bng chit khu Bibica nm 2012 Gi tr hp ng (triu ng) 5 10 11 20 21 30 31 40 41 50 51 70 2.5.3.4 PR

C C C

Mc chit khu (%) 2 3 4 5 6 7

Chng trnh 1: Thit k gian hng trng by hng ha, sn phm ca Bibica

ti Hi ch quc t chuyn ngnh thc phm & ung Xun nm 2013 FOOD & DRINK 2013. Nhm: 23_Hello 80

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Mc tiu: Trng by, bn, qung b, gii thiu mt cch y tng qut ton

cnh cc mt hng, sn phm ca Bibica phc v tiu dng trong dp Tt Nguyn n ti ng o ngi tiu dng. Qua trc tip a sn phm ti tay ngi tiu dng cui cng, tip nhn nhng kin phn hi trc tip ca khch hng v sn phm ca cng ty Bibica. Ni dung: To ra mt hot ng thng nin, mt a ch tin cy, ni giao dch tp trung, bn, gii thiu sn phm v l cu ni gia doanh nghip vi ngi tiu dng, gia doanh nghip Vit Nam vi bn b cc nc.
a im t chc: Trung tm Trin lm quc t I.C.E H Ni ta lc ti Cung

Vn Ho Hu Ngh Vit X, s 91 Trn Hng o, qun Hon Kim, H Ni. Hnh 5: Logo ca Hi ch quc t chuyn ngnh thc phm & ung Thi gian din ra hi ch: t ngy 11/01/2013 n ngy 18/01/2013.
B phn ph trch: Phng Bn Hng.

Ngi chu trch nhim: ng Phan Vn Thin Ph Tng Gim c Kinh Doanh. Chi ph d kin: 75 triu ng
Doanh thu d kin: 23 t ng. Chng trnh 2: Hot ng x hi: Xy dng chng trnh Trung thu ngy

hi trng rm vi mong mun mang n cho cc em thiu nhi c hon cnh kh khn, m ci, tr em b tt nguyn mt ma trung thu y m p tnh thn v hnh phc.
a im t chc: Nh thiu nhi thnh ph, s 169 Nam K Khi Ngha, Qun

3, Thnh ph H Ch Minh.
Thi gian: t 17h00 n 22h00 ngy 30/09/2012.

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Gii thiu: Trn website http://www.nhathieunhitphcm.com.vn, bo Thanh

Nin, Tui Tr v trn sng truyn hnh.

Khch mi tham d: cc em thiu Trung Tm Nhn o Qu Hng, cc Mi

m tnh thng. Mc tiu: mang n cho cc em thiu nhi c hon cnh kh khn, m ci, tr em b tt nguyn v b nhin cht c mu da cam mt ma trung thu y m p tnh thn v hnh phc.
Ni dung: Sn khu c trang tr vi nhng c n mun mu sc, mun hnh

th. Cc em thiu nhi s c nhng chic n xp, n lng, n ng sao, n con ging ... sc s thp sng c hi trng. Nhng tit mc hp dn nh: ma S t, rc n, chng trnh ca nhc do chnh cc em trnh by. V bn cnh , cc em cn c nhng phn qu bnh ko Trung Thu t cng ty Bibica. B phn ph trch: Phng Marketing.
Ngi chu trch nhim: ng Phan Vn Thin Ph Tng Gim c Kinh

Doanh. Ch ph d kin: 85 triu ng 2.5.4 Chnh sch gi

a ra mt mc gi hp l, cng ty cn phi xem xt nhiu yu t khc nhau nh chi ph sn xut v tiu th sn phm, mc a thch ca ngi tiu dng, thi im bn v mc gi ca i th cnh tranh trn th trng.
Xy dng i ng nghin cu th trng chuyn nghip:

Ngy 10-09-2012 n 25-09-2012 cng ty s ng thng tin tuyn dng 4 nhn vin nghin cu th trng trn trang web cng ty v cc t bo Thanh Nin, Tui Tr.

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Yu cu: Phi c kinh nghim 1 nm v nghin cu th trng gim thiu chi ph o to nhn vin mi.

T thnh lp nn i ng nghin cu th trng, chuyn ph trch cc cng vic

nghin cu chi ph sn xut v tiu th sn phm, mc a thch ca ngi tiu dng, thi im bn v mc gi ca i th cnh tranh a ra mc gi hp l. Chi ph d kin cho vic tuyn dng: 10 triu ng B phn nhn s chu trch nhim trin khai k hoch ny. Xy dng chnh sch gi cnh tranh:
B phn thc hin: Phng Kinh Doanh.

Chin lc iu chnh gi theo ma: Tt trung thu: trc trung thu 2 thng v trong ngy trung thu, p dng

mc gi: Bng 40: Bng gi bnh trung thu ca Bibica nm 2012 STT Tn bnh I 1 2 3 II 1 2 3 III 1 Do u xanh (1 trng) G quay Vi c (2 trng) Thp cm lp xng (2 trng) Ht sen Tr xanh (1 trng) Nguyt Minh Nguyt Vng Nguyt Trng lng (g) Hp cao cp 960 800 640 Bnh nng truyn thng 800 250 150 280,000,000 78,000 40,000 1,200,000 580,000,000 290,000,000 Gi (ng/ci, hp)

Bnh do truyn thng 250 43,000

Nhm: 23_Hello

83

Cng ty C Phn Bibica 2 3 Do ht sen - Tr xanh Do thp cm lp xng

GVHD: Thc s Hong Th nh Nguyt 180 180 32,000 40,000

Sau trung thu ng lot gim 30% so vi mc gi cng ty a ra lc u. Tt Nguyn n: ng lot tng gi cc sn phm ch lc. Bng 41: Mc gi tng so vi ngy thng

Sn phm Ko Volcano Tng 10% Bnh bng lan Hura Tng 15% Bnh Lotte Pie Tng 15% Chin lc nh gi trn gi: Trong dp tt nm 2013 sp ti (t 1-12-2012 n 30-12-2012 m lch) cng ty s trin khai k hoch gim gi theo chit khu cho khch hng mua cc gi hng gm cc sn phm ca Bibica. Mc chit khu c p dng nh sau: Bng 42: Mc chit khu ca cc gi qu Tr gi gi qu (ngn ng) 200 500 501 800 801 1,500 1,501 2,000 Trn 2,000 Mc chit khu (%) 3 5 10 15 20 Hnh 6: Gi qu ca Bibica Chin lc gi cho sn phm mi: Bng 43: Bng gi cho sn phm mi Sn phm mi Bnh bng lan kem su ring Bnh bng lan kem da Bnh do truyn thng nhn ca cao Bnh nng dinh dng ht sen ph mai Gi (ng) 31,000/hp giy 400 gr 29,000/hp giy 400 gr 45,000/ci 55,000/ci Ngy p dng Thng 01/2013 Thng 01/2013 Thng 08/2013 Thng 08/2013

Nhm: 23_Hello

84

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

Bnh Hura hp thic 12 ci Bnh trung thu hp g 4 ci Bnh Lotte Pie bch 12 ci Ko Volcano hp thic 280 gr

65,000/hp 830,000/hp 25,000/bch 30,000/hp

Thng 07/2013 Thng 04/2013 Thng 03/2012 Thng 12/2012

Nhm: 23_Hello

85

PHN KT LUN
S thnh cng ca Cng ty C phn Bibica chnh l nh ban lnh o bit hoch nh chin lc sn xut, kinh doanh, marketing trong di hn ph hp, tn dng tt thi c, bit nm bt xu hng th trng cng nh a ra cc chnh sch bn hng, pht trin sn phm hp l. Hin ti Bibica l mt trong nm doanh nghip dn u ngnh bnh ko trong nc, t c mc tiu tr thnh doanh nghip dn u ngnh v tip tc vn xa hn trn th trng quc t, Bibica cn tp trung tng quy m, tng im bn hng v ph cho cc mt hng bnh ko ch o. Mt khi nh my Hng Yn i vo hot ng, sn lng ca Bibica c th tng gp i. Ngoi ra, nu Bibica t khong 150,000 im bn hng, mc tiu ng u th trng c th thnh hin thc. Vic hp tc ca Bibica vi Lotte- mt tp on a ngnh nm trong top 10 doanh nghip ln nht ca Hn Quc mang li rt nhiu li ch cho Bibica. Hp tc ny c k kt vi k vng rng tng trng ca Bibica s t trn 30%/nm. Lotte gip Bibica xy dng 2 nh my gm Bibica Min ng giai on 2 v nh my Bibica Min Bc. Tp on Lotte cn h tr thng mi Bibica nhp khu v phn phi sn phm ca Lotte ti Vit Nam, cng nh xut khu sn phm sang Hn Quc.

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

TI LIU THAM KHO

Ti liu hng mn hc "Qun tr bn hng" - Thc s Hong Th nh Nguyt. Ti liu hng dn hc tp mn "Qun tr bn hng" - Thc s Tn Tht Hi v

Thc s H Th Thy Dng. Bo co thng nin ca Cng ty c phn Bibica nm 2011. Bn phn tch s b qu 1 c thc hin bi Cng ty c phn chng khon Si Gn Thng Tn (Hi s).
Bo co ti chnh qu 2/2012 km theo bn gii trnh bin ng li nhun sau

thu thu nhp doanh nghip qu 2/2012 so vi qu 2/2011 ca cng ty C Phn Bibica. Cc trang web tham kho:
www.bibica.com.vn http://www.baomoi.com/BBC-Trien-vong-phat-trien-tu-phan-khuc-banh-keo-

cao-cap/50/3146061.epi
http://vietpress.vn/20120328092133252p33c68/lotte-chua-the-xoa-so-thuong-

hieu-bibica-vi-sao.htm
http://vnth.vn/vn/a543/bbca/gioi-thieu.htm http://www.cuocsongso.com/forum/showthread.php?244459-Ph%C3%A2n-ph

%E1%BB%91i-b%C3%A1nh-trung-thu-cao-c%E1%BA%A5p-Bibica-H%E1%BB %AFu-Ngh%E1%BB%8B-tr%C4%83ng-v%C3%A0ng-Kinh-%C4%90%C3%B4-n %C4%83m-2011

http://www.bnhtrungthu.com/2012/05/banh-trung-thu-bibica.html http://sieuthihangchatluong.com/?

Id=EStore&Act=View&DoanhNghiep=bibicavn
http://vef.vn/2010-05-25-m-and-a-trong-boi-canh-luat-phap-bat-cap http://www.baomoi.com/Khung-hoang-la-co-hoi-giup-Bibica-mo-rong-thi-

phan/127/5356436.epi Nhm: 23_Hello 68

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

PH LC
1. Phn tch kt qu hot ng marketing Lnh vc thc hin Xp hng Theo di nhng khch hng ln (xu) 1 2 3 4 5 6 7 8 (tt) Mc chuyn nghip 12345678 Phc v khch hng hin i 12345678 Tin hnh nhng chng trnh khuyn mi c hoch nh 12345678 mt cch nh k Hiu bit v nhu cu khch hng Thnh cng ca nhng chng trnh khuyn mi qu kh Thng xuyn tm kim nhng khch hng mi C phng php qun l khch hng tt v nht qun H thng thng tin (bn c th tm thng tin v doanh thu theo sn phm, theo phn khc khch hng, s cuc hn/t l bn hng, khch hng A, B & C, thi hn cui cng lin lc li, khu vc a l, khu vc th trng, s khc nhau so vi d bo?) 12345678 12345678 12345678 12345678 12345678

2. Qung co Lnh vc thc hin Hi tho Trin lm T bm Khuyn mi bn hng Xp hng (xu) 1 2 3 4 5 6 7 8 (tt) 12345678 12345678 12345678

3. H tr bn hng Lnh vc thc hin Nhn vin bn hng Brochure Bn tin thng k Xp hng (xu) 1 2 3 4 5 6 7 8 (tt) 12345678 12345678

Nhm: 23_Hello

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Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

4. Phn tch s qun l v t chc Lnh vc thc hin 1- Kh nng x l khi lng cng vic - bn - nhn vin ca bn 2- Hiu bit v sn phm - bn - nhn vin ca bn 3- Kh nng vt qua nhng phn i - bn - nhn vin ca bn 4- K nng bn hng - bn - nhn vin ca bn 5- K nng qun l - bn - nhn vin ca bn 6- T tin/nhit tnh - bn - nhn vin ca bn 7- Hiu bit v cc vn k thut ca sn phm - bn - nhn vin ca bn 8- o c - bn - nhn vin ca bn 9- M t cng vic ca bn - bn - nhn vin ca bn Xp hng (xu) 1 2 3 4 5 6 7 8 (tt) 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678

5. Marketing Bng cu hi Nhm: 23_Hello Xem li phn tch SWOT 70

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt Sc mnh im yu C hi e da

Nhm: 23_Hello

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Cng ty C Phn Bibica 1- Phn tch v mi trng

GVHD: Thc s Hong Th nh Nguyt

Nhng nhn t hin hnh

nh hng n doanh nghip ca bn nh th no v nhng iu g c th xy ra cho mi trng kinh doanh trong tng lai?

Hng ro thu quan bi b u t cng ngh mi Tng doanh s th trng l

2- Phn tch v th trng 1000,3 t ng v xu hng cho sn phm ca bn l cao cp, dnh cho sc khe

Lit k cc nh trung gian Th trng Chu u cha

c khai thc 3- Phn tch v i th cnh tranh

i th chnh: Hi H (th

phn 6.5%), Orion (th phn 11%), Kinh (th phn 38%) Kinh chim th phn cao, c h thng phn phi mnh 4- Phn tch bn hng

Doanh s theo sn phm Doanh s theo phn khc th Doanh s ca mi n hng T l gia chi ph qung co S khch hng b mt l 2%.

trng

72

v mua hng

C thng xuyn nh gi li nhng Nhm: 23_Hello

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt

6. Phn tch doanh nghip bn l Lnh vc thc hin V tr ca ca hiu Kch thc ca ca hiu By tr gian hng S sp xp ca hng tn kho S lun chuyn ca hng tn kho Tn tht/mt cp hng tn kho H hng Ni xe/s tin li Dch v khch hng Cht lng vic tnh tin bng my vi tnh S sch s ca ca hiu Tnh hiu qu ca tuyn sn phm Xp hng (xu) 1 2 3 4 5 6 7 8 (tt) 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678 12345678

7. Phn tch SWOT Tng hp tt c nhng sc mnh, im yu, c hi v e da t th trng ca doanh nghip "iu c ngha l" Sc mnh ca doanh nghip Cng ty ang c sc mnh v thng hiu. Sn phm gi nh a dng, h thng phn phi rng khp nc vi lc lng bn hng ng o, i ng chuyn nghip cng cng ngh hin i im yu ca doanh nghip Cng ty phi nhp nguyn vt liu, vic pht trin gi nh Nhng c hi t th trng sn phm khng ng u, cng vi dch v h tr sn phm cha ph bin Ngnh bnh ko c kh nng khng khng hong cao, tr thnh nh i tc vi Lotte Hn Quc, c hi cc cng ngh hin i v tim nng th trng trong Nhng e da t th trng nc cao Ngi tiu dng yu cu ngy cng gt gao hn v sn phm, nguy c mt th phn ngay trong nc bi

Nhm: 23_Hello

73

Cng ty C Phn Bibica

GVHD: Thc s Hong Th nh Nguyt cc sn phm trong v ngoi nc, gp ro cn v php l khi xut khu v nn chy cht xm

Nhm: 23_Hello

74