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ti tho lun:

NHNG NHN T MI TRNG VI M, V M NH HNG N CNG TY BNH KO BIBICA V CC CHIN LC QUN TR DOANH NGHIP CA CNG TY.

Ni dung chnh:
I
GII THIU CHUNG V CNG TY C PHN BNH KO BIBICA. PHN TCH CC NHN T V M, VI M NH HNG N BIBICA. PHN TCH DOANH NGHIP THEO M HNH SWOT. CHIN LC RA V KT LUN CHUNG.

II

III

IV

I. GII THIU CHUNG V CNG TY C PHN BNH KO BIBICA

Thng 12/1998, phn xng bnh ko nha ca cng ty ng Bin Ha c chuyn thnh cng ty c phn bnh ko Bin Ha (Bibica). Thng 02/2000 Cng ty Bibica vinh d l cng ty bnh ko u tin ca Vit Nam c chng nhn tiu chun ISO9002. C Phn Bnh Ko Bin Ha chnh thc i tn thnh "Cng Ty C Phn Bibica" k t ngy 17/1/2007. Vn iu l: 154,207,820,000 ng, nim yt trn HOSE vi m BBC.

II. S NH HNG CA NHN T VI M, V M N CC HOT NG CA CNG TY C PHN BNH KO BIBICA

Mi trng v m Yu t kinh t Yu t Chnh tr - Php lut Yu t vn ha x hi Yu t Cng ngh Yu t nhn khu hc Yu t ton cu ha

Mi trng ngnh S ganh ua cc cng ty hin c Nguy c cc i th tim tng Nng lc ca ngi mua Nng lc ca nh cung cp e da ca sn phm thay th

Mi trng ni b Qun tr Nhn s Marketing Ti chnh

1.1.Nhn t kinh t

+ Tc tng trng kinh t GDP c nc nm 2011 tng 5,89%, %. quy m nn kinh t c t 119 t USD, vi mc GDP bnh qun u ngi t 1.300 USD/nm.
+ Lm pht v li sut - Lm pht c duy tr mc 1 con s, ti thi im thng 9/2012 th lm pht ang l 5,13% so vi thng 12 nm 2011. -Li sut cho vay ca cc ngn hng thng mi mc cao trong thi gian di, gn y tuy c gim xung, nhng vn cn ln

1.2. Nhn t chnh tr - php lut.


- Tnh hnh chnh tr n nh ca Vit Nam c ngha quyt nh trong vic pht trin kinh t. - Chnh sch thu xut khu, nhp khu, cc thu tiu th, thu thu nhp... nh hng ti doanh thu, li nhun ca doanh nghip. H tr min gim, chm thu thu nhp DN

Nm2007, gim thu nhp khu bnh ko

1.3. Nhn t Vn ha-X hi.


Nc ta c l mt nc c rt nhiu l hi truyn thng: ngy tt, ngy rm thng tm.Tn dng yu t vn ha ny, cng ty cng cp a dng ha sn phm mang m hng v v bn sc dn tc Vit Nam.

1.4.Yu t khoa hc cng ngh


- Nhng pht minh khoa hc lm cho sn phm mi hon thin hn sn phm xut hin lin tc. Vi pht minh s ha ta thy cc sn phm k thut s rt hon chnh xut hin nhiu lnh vc :Nng lc v cng ngh sn xut:

1.5. Nhn t nhn khu hc -Theo iu tra ca Tng cc thng k cho bit Dn s Vit Nam c n 1/4/2011 l 87.610.947 ngi - Mt dn s:265 ngi/km2

- Ngun khch hng rt tim nng vi mt cng ty sn xut thc phm nh Bibica - Khai thc c ngun lao ng ph hp
a ra cc quyt nh la chn a im cho nh phn phi sao cho ph hp. - Cn nm bt nhy bn cc nhu cu ca tng i tng khch hng nhu cu ca khch hng ngy cng a dng v phong ph.

1.5. Yu t ton cu ha

- Khi VN gia nhp WTO th s c nhiu i th cnh tranh ln ngnh bnh ko vo th trng VN, h thng cc cng ty ln a quc gia thit lp ti th trng VN s tc ng vo th trng bnh ko ti VN, p lc cnh tranh s tng cao.

2.Mi trng ngnh:


2.1.S ganh ua ca cc cng ty hin c Tham gia trn th trng bnh ko Vit Nam c hn 30 doanh nghip c tn tui trn th trng
Kinh (KDC) l n v ang gi vng ngi u v th phn bnh ko Vit Nam (khong 30 - 35% th phn). Cc sn phm ca Kinh tp trung cho phn khc trung v cao cp, thng lnh th phn ton th trng c th k n gm Bnh Trung Thu (76%), bnh m (64%), bnh mn AFC (56%). Bnh quy ngt chim 30,4% th phn.

Nhn hiu Hi H (HHC) ch yu phc v khch hng bnh dn. Hi H ng th 2 th phn ko vi 14% (sau BBC) v chim lnh v tr dn u phn khc sn phm ko chew, Jelly v ko xp.

2.2.Nguy c ca i th tim tng


Khi Vit Nam gia nhp WTO th c nhiu i th cnh tranh ln ngnh bnh ko vo th trng Vit Nam, h thng phn phi ca cc cng ty ln a quc gia thit lp ti th trng Vit Nam s tc ng n th trng bnh ko ti Vit Nam, p lc cnh tranh tng cao

2.3.Nng lc thng lng ca ngi mua BIBICA hng n mi la tui, t ngi tiu dng, nh sn xut n khch hng quc t Vi chnh sch cht lng Khch hng l trng tm trong mi hot ng ca chng ti

2.4. Nng lc thng lng ca nh cung cp


Cc loi nguyn liu chnh c ngun cung cp trong nc, nh cung cp n nh nhiu nm lin, cng ty c hp ng cung cp theo nm.

2.5. e da ca sn phm thay th


Bnh ko khng phi sn phm phc v cho nhu cu thit yu ca con ngi v cng c rt nhiu nhng sn phm khc s dng thay th nh hoa qu, sa, nc ung, cc loi n nhanh

3.Mi trng ni b
3.1.Qun tr: Nng lc kinh doanh ca BIBICA
BIU TNG TRNG DOANH THU - LI NHUN CA BIBICA

1200

1000

800

600

Doanh thu Li nhun

400

200

0 Nm 2008 Nm 2009 Nm 2010 Nm 2011

( Ngun t bo co thng nin nm 2008, 2009, 2010, 2011 ca BIBICA)

-Nng lc ca ch th qun tr

3.2. Nhn lc
Cc ch tiu chnh Lao ng bnh qun nm
Qu lng, thng thc hin BQ thu nhp (ng/ ngi /thng) Trong Lng bnh qun/thng Thng v cc thu nhp khc ngoi lng thng (bnh qun/ thng)

Nm 2008 Nm 2009 Nm 2010 1,437


46.043t 2,930,696 2,584,896 345,800

Nm 2011 1,626
107,482t 6,145,557 4,667,668 1,477,889

1,677
72.611t 4,569,094 3,874,991 694,103

1,781
91.256t 4,742,640 3,944,710 797,930

C cu lao ng theo trnh v theo tnh cht cng vic ( Tnh n 31/12/2011)

Phn loi s ngi t trng (%) Theo trnh Trn i hc 3 0.2% i hc 224 13.8% Cao ng 82 5.0% Trung cp, CNKT lnh ngh 507 31.2% Lao ng ph thng 810 49.8% Theo tnh cht cng vic Lao ng trc tip sn xut 801 49.3% Lao ng gin tip, phc v 825 50.7% sn xut, lc lng bn hng ( Ngun bo co thng nin nm 2008, 2009, 2010, 2011)

3.3. Marketing
Hnh thc qung co Cc chnh sch chm sc khch hng T chc cc chng trnh mang tnh x hi nng cao hnh nh ca cng ty Cc chnh sch khuyn mi

3.4. Ti chnh lnh mnh


- H s tng n phi tr/ tng ti sn cui nm 2011 l 27% - H s kh nng thanh ton u mc an ton

PHN TCH DOANH NGHIP THEO M HNH SWOT


im mnh: - Cng ngh ngy cng tin tin v c ci thin. - Mng li phn phi sn phm rng ln. - Gi thnh sn phm r v ph hp vi nhiu i tng. - a ra cc sn phm mi, p ng c nhu cu ca ngi tiu dng. - Ti gin b my qun l v sn xut, gim chi ph, phn phi mt cch hiu qu hn. - Tm kim nhng th trng nc ngoi b b ng. - Qung co, khuyn mi nhm thu ht khch hng, a ra cc sp dinh dng c o. im yu: - i th cnh tranh qu ln. - Cha c h thng bn hng chuyn nghip. - Ph thuc kh nhiu vo i tc nc ngoi. - Tm kim v a ra cc sn phm nh vo th trng ngch b b ng, t to dng thng hiu mt cch chc chn hn nh: ngi b tiu ng, x va ng mchvv

C hi: - Th trng khch hng rng ln tim nng, th trng th gii cha khai thc. - Chnh ph c nhiu chnh sch u i. Thch thc: -KH ngy cng tht cht chi tiu, yu cu ngy cng cao. -Nn kinh t suy thoi,

- Ct b nhng knh phn phi khng hiu qu, cng knh.

III. CHIN LC
t c nhng mc tiu ra cng ty p dng Chin lc tng trng tp trung

Thm nhp th trng

Chin lc pht trin th trng


Sn phm ca cng ty c xut khu sang cc th trng M, i Loan, Trung Quc, Campuchia, Malaysia.

Chin lc pht trin sn phm

Cc sn phm dinh dng

Kt Lun
Bibica l doanh nghip bnh ko ln th 2 c nc. Tuy nhin, khng nh Kinh , nhng nu chn ra mt c im hay sn phm no ca Bibica mang tnh cht tiu biu l khng d dng. Ngoi ra, Bibica cn ang b p lc thu tm t c ng nc ngoi. iu chng t Bibica cn rt nhiu vic phi lm. Tuy nhin, vi nhng thnh tu t c, vi mt chin lc pht trin ng n, pht huy cc th mnh, Bibica hon ton c th ng vng v pht trin mnh m trong th trng thc phm ni chung v bnh ko ni ring ti Vit Nam.

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