LI M U

t lu, ti c ham mun, kht khao lm kinh doanh. Hot ng kinh doanh m ti mun hng ti l trong lnh vc kinh doanh thng mi, dch v vi mc ch: hot ng kinh doanh phi em li phc li cho x hi, gp phn nng cao sc kho cho nhiu ngi. Hot ng kinh doanh vn phi c li, t nht cng trang tri cho cuc sng hng ngy v mt phn tch lu cho bn thn. V vy, ti quyt nh trin khai xy dng v thc hin d n Ca hng rau xanh. Ti s m mt ca hng chuyn bn cc loi rau sch nhm mc ch cung cp cho ngi tiu dng sn phm rau sch c cht lng cao vi nng lc phc v cao nht trn tinh thn tt c v khch hng, v sc kho ngi tiu dng. Nhiu ngi ngh rng, m mt ca hng rau sch tht l n gim ai cng c th lm c. Nhng thc t tht khng n gin cht no, bi iu kh khn nht l lm th no ngi tiu dng tin tng vo cht lng rau l rau sch. Ca hng Rau xanh bit phi lm cch no khch hng bit v tin rau bn l rau sch. Ti s tp trung vo vic to dng nim tin cht lng, lm cho khch hng an tm v tin dng sn phm rau ca ca hng. Trn c s hnh nh Rau xanh to dng c. Nu iu kin thun li, ti cn mun v s thnh lp mt h thng cc ca hng rau sch trn khp a bn H Ni p ng tt hn nhu cu rau sch ca nhn dn th . Ti mong mun v hy vng nhn c s quan tm, nh gi v s gip ca c gio.

I. TN D N Trong mc ny ti tp trung vo trnh by c s ca d n Rau xanh 1. Mc ch, ng c kinh doanh Mc ch: l mang li thu nhp trang tri cho cuc sng hng ngy v c tch lu, mang li nhiu kinh nghim kinh doanh cho bn thn. ng thi gp phn nng cao sc kho ngi tiu dng. ng c kinh doanh: Ti c kht khao c em kin thc hc tp vo thc t kinh doanh, v ti nhn thy rng vic xy dng d n Rau xanh l thit thc v hp l trong hon cnh hin nay ca ti. 2. tng kinh doanh Ti v ang sng, lm vic v hc tp H ni. Trong thi gian ny, ti chng kin rt nhiu ngi, trong c c bn b phi vo bnh vin cp cu, sc kho b tn hi rt nhiu do ng c khi n phi rau khng sch, c hm lng c t cao. Bo ch cng nhiu ln cnh bo ngi tiu dng ch n vn v sinh an ton thc phm, nc ta cng c thng trng im v v sinh an ton thc phm, nhng s lng ng c thc phm cng khng c thuyn gim, trong phn ln l do vic dng cc loi rau khng sch. T thc t trn, ti ny sinh ra tng: mun c cung cp rau sch cho ngi tiu dng H Ni, to cho ngi tiu dng s an tm v sc kho khi dng rau sch ca ti. 3. Lnh vc v sn phm dch v kinh doanh cung cp ngun rau sch cho ngi tiu dng c nhiu cch: - Trc tip tin hnh t chc sn xut rau sch, sau bn ra th trng. Phng n ny i vi ti hin nay l vt qu kh nng bi n qu phc tp vi nhiu kinh nghim v i hi phi c t canh tc, k thut chuyn mn v vn ln. - M i l v tr thnh c s bn rau sch cho cc t chc sn xut rau sch. i vi phng n ny, ti khng c c s t ch, phi chu s qun l chi phi ca cc t chc sn xut rau sch. Ti mun c t mnh c lp kinh doanh v ton qun quyt nh v cc hot ng kinh doanh ca mnh. - T mnh tin hnh hot ng kinh doanh: Nhp rau sch t ni sn xut rau sch sau bn trc tip cho ngi tiu dng. y l hot ng kinh doanh dch v ph hp vi ti v c ti la chn. Vi s la chn ny ti hon ton t ch, khng chu s kim sot, chi phi l thuc vo ni sn xut rau sch v thun li cho k hoch pht trin trong tng lai. Thit lp mng li cc ca hng bn rau sch trn c s hnh nh ca ca hng to dng c.
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Nh vy lnh vc kinh doanh ca ti l: kinh doanh dch v vi sn phm l cc loi rau sch bn trc tip cho ngi tiu dng cui cng. Trong thc t c rt nhiu c hi kinh doanh ti la chn, song ti quyt nh la chn hnh thc kinh doanh bn rau sch v hot ng kinh doanh ny c c hi thnh cng ln cho ti. tng ny sinh ch l s khi u, vic ti quyt nh s la chn ny l hon ton xut pht t yu t ch quan v khch quan. Yu t ch quan - Ti tm hiu v c c ni cung cp rau sch cho ca hng: Hp tc x sn xut tiu th rau an ton Ba Ch thn Ba Ch x Vn Ni - ng Anh - H Ni, Hp tc x nng nghip rau an ton Lnh Nam, xm 10 Lnh Nam. - Bn thn ti c nhng am hiu nht nh v sn phm rau: v cc c tnh, chng loi, cch bo qun, s ph thuc ca rau vi cc yu t thi v, thi tit Ngoi ra, ti thng xun tip xc vi cc chuyn gia c kinh nghim v vic sn xut, bo qun rau sch ny y l yu t thun li trong vic kinh doanh cc mt hng rau. - c o to kin thc v kinh doanh nn ti c kh nng lp k hoch kinh doanh, tin hnh cc hot ng kinh danh mt cch c hiu qu nht. - Kinh doanh rau sch khng i hi qu phc tp v kin thc k thut chuyn mn. ng thi khng i hi vn qu ln, nn rt ph hp vi ti. Yu t khch quan - Hin nay cc loi rau khng hp v sinh, khng c kim tra, kim sot, qun l v cht lng c by bn, tri ni trn th trng. Vic phn bit cc loi rau sch v khng sch theo cc tiu chun v sinh, bng mt thng l rt kh khn, phc tp. iu ny gy lo lng, khng an tm i vi ngi tiu dng rau v sc kho ca bn thn v gia nh mnh. - i sng nhn nhn ca Th ngy cng c nng cao, trnh dn tr ngy cng tng ln, ngi dn c iu kin quan tm n sc kho nhiu hn. M rau sch l mn n hng ngy khng th thay th. V th ngi dn rt ch trng quan tm ti v sinh thc phm, s dng rau sch cho ba n hng ngy ca gia nh mnh. - Trn th trng c bn rau sch, nhng rau sch c bn cha thc s to c nim tin, s tin tng ca ngi tiu dng. - Nhu cu v cc loi rau sch l rt ln, cung cp rau sch chua th p ng c nhu cu ca ngi dn, y l l hng rt ln ca th trng, l c s quan trng ca vic hnh thnh d n ny.
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4. Bn v m hnh doanh nghip s thnh lp C nhiu loi hnh doanh nghip tin hnh kinh doanh dch v bn rau sch nh cc cng ty TNHH, DNTH Nhng ti quyt nh chn m hnh H Kinh doanh c th vi hnh thc ca hng chuyn bn cc loi rau sch vi tn gi ca ca hng Rau Xanh. y l m hnh ph hp nht vi ti trong iu kin hin nay: - Th tc ng k, thnh lp n gin d dng. - T chc qun l n gin ph hp vi ngun vn ca ti. - Vn u t t, thu hi vn nhanh. - Ph hp vi quy m ca d n, thu nh vo ca hng l ph hp. - D dng chuyn i sang hnh thc doanh nghip khc trong tng lai. 5. a im b tr d n Th trng ca d n Rau Xanh l khu vc a l v khu dn c ca 4 ph Vng tha V, Nguyn Ngc Ni, T Vnh Din v Hong Vn Thi. Ca hng Rau Xanh nm trong khu vc th trng l giao im ca 3 ph Vng Tha V, Nguyn Ngc Ni, T Vnh Din. Ti chn v tr ny v : Ti tng nhiu nm sinh sng y nn kh am hiu v khu vc ny. y l khu vc ng dn c, c khong 1000 h gia nh sinh sng, dn c c thu nhp kh, trnh dn tr cao a phn l cn b cng chc. c bit ph Vng Tha V l khu sinh sng ca cn b phc v trong qun i, nn ngi dn quan tm ti vn sc kho, n ung a im ca hng trn ph Vng Tha V rt thun tin. Ca hng Rau Xanh nm gn giao im ca ba ph: Vng Tha V, Nguyn Ngc Ni v T Vnh Din. y l v tr trung tm ca th trng ni xa nht ca ca hng l 2,5 km, hn na ca hng gn ch bn thc phm, l rt thun tin cho ngi tiu dng i ch trong vic mua sm cho ba n hng ngy. Li th t v tr em li s gip cho ca hng c nhiu khch hng bit n v tin li cho ngi mua rau. Tng din tch ca ca hng l 38m2 (4*9,5), tng mt, vi gi thu l 2,5 triu ng/ thng, khung cnh ca ca hng l thong ng v rng ri. iu ny cho php ca hng tn dng thun li ca v tr, sp xp, bi tr c nhiu loi rau v p ng c nhu cu rau sch tng ln khi d n i vo hot ng m khng cn phi chuyn a im kinh doanh mi. PHN TCH TH TRNG 1. Phn tch mi trng v m Mi trng v m c nh hng rt quan trng ti d n.
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* Mi trng kinh t Vit Nam ang trn con ng i mi v pht trin, kinh t tng trng nhanh v n nh, mc sng ca nhn dn khng ngng c nng cao c bit l H Ni. Ngi dn c nhiu iu kin quan tm ti sc kho ca mnh nhiu hn trong c tiu dng cc loi rau sch. Hin nay nhu cu rau sch l rt ln, i vi phn ln cc h gia nh. y l iu kin thun li trong vic tiu thu rau sch ni chung v vic tiu thu rau ca ca hng ni ring, em li c hi thnh cng ln ca d n. * Mi trng t nhin Vit Nam nm trong vng xch o, nn kh hu c nh hng nhit i gi ma, l iu kin t nhin rt thun li cho trng cc loi rau, qu vi s lng ln, a dng v n nh. Cc loi rau qu c quanh nm v rt c trng theo ma. iu ny rt thun li cho ca hng cung cp c nhiu loi rau, hot ng kinh doanh c din ra lin tc v thun li khi m rng quy m ca ca hng. * Mi trng cng ngh Ngy nay khi khoa hc cng ngh, c bit l cng ngh sinh hc rt pht trin. S tin b ca Khoa hc ng dng trong nng nghip s cho php to ra nhiu loi ging cy, rau, qu mi vi cht lng cao, quy trnh k thut sn xut rau tin b s nng cao cht lng cc loi rau v t ph thuc vo thi tit hn. K thut trng rau sch c ph bin rt rng ri, xut hin nhiu nh cung ng sn xut rau sch hn. iu ny lm gim sc p v l thuc vo nh cung ng, v c nhiu c hi la chn c ni cung ng c cht lng tt nht c th. S tin b ca khoa hc cng ngh s cho php kim tra cht lng rau, phn bit rau sch v khng sch c d dng v nhanh gn hn. Ngi tiu dng, nh qun l, cng nh kim tra cht lng i vi nh cung ng s thun tin hn. * Mi trng chnh tr php lut Vit Nam l nc c nn kinh t, chnh tr n nh. Nh nc ang khuyn khch, h tr cho kinh t t nhn, h gia nh. iu to iu kin cho s hnh thnh v m rng ca hng . 2. Phn tch cu th trng nm r nhu cu ca khch hng v rau sch, ti tin hnh iu tra nhu cu ca khch hng bng phiu iu tra. i tng c iu tra l c nhn, nhng ngi ni tr chnh trong cc gia nh. m bo to cho ngi c iu tra tr li cc cu hi c thoi mi, thun tin nht v khai thc c nhiu thng tin nht, ti chn hnh thc iu tra

phng vn trc tip v ghi ngay vo phiu iu tra. Qu trnh iu tra c tin hnh qua 2 t t I : iu tra th 100 ngi nhm mc ch, thm d iu chnh, b sung, hon thin ni dung cu hi cho ln iu tra chnh thc. Trong t I ny, chng ti nhn thy cu v rau sch l rt ln song iu ng quan tm nht l ngi tiu dng cha tin rau bn cc ca hng rau sch l rau sch. Chnh v vy, trong t II iu tra chnh thc, chng ti b sung cu hi mang tnh quyt nh cho s thnh cng ca d n. t II : t iu tra chnh thc, chng ti tin hnh iu tra trn cc ph : Vng Tha V, Hong Vn Thi, Nguyn Ngc Ni v T Vnh Din. Tng s phiu iu tra pht ra l 300 phiu. Trong s phiu khai thc c l 273 phiu, phiu khng khai thc c l 27 phiu (do khng thng tin phn hi). Kt qu ca cuc iu tra cung cp cho d n nhng thng tin ht sc quan trng trong nh gi cu v rau sch v nm bt nhiu thng tin ca i th cnh tranh di con mt khch hng. Cu hi u tin: ng (b) c bit bao ca hng bn rau sch no trn ph Vng Tha V, Hong Vn Thi, Nguyn Ngc Ni, T Vnh Din khng? tr li: c 112 ngi khng bit chim 41, 03%, 161 ngi bit chim 58,97%. Trong s 161 ngi bit c ca hng bn rau sch trong khu vc trn th c ti 78,2% (tc 126 ngi) thng xun mua rau ti cc ca hng ny. Song iu ng quan tm l i b phn ngi mua rau y l v h cho rng: mua rau ch gn nh v ca hng rau sch th mua rau ca hng rau sch d sao cng c yn tm hn so vi mua rau ch. Mc tin tng v cht lng v sinh ca rau khi mua rau ca hng rau sch trong khu vc th trng th c ti 78% (110 ngi) khng tin tng lm. iu ny ch yu l do thng tin ghi trn bao gi khng m bo, khng sc thuyt phc rng rau l rau sch v ca hng vn c th bn cc loi rau khng sch m ngi tiu dng kh c th pht hin c. y l im yu nht ca cc ca hng rau sch trong vic to s tin tng v cht lng rau xt trn quan im ngi tiu dng. Trong s nhng ngi bit ca hng bn rau sch c 21,8% khng mua rau thng xuyn ti ca hng vi l do nhiu nht cho rng: khng tin tng rau bn l rau sch, thng tin ghi trn bao gi v bin hiu ca hng ch l hnh thc, trong c 78,5% mua rau ch gn nh v khng tin rau ca hng rua l rau sch m gi li cao hn so vi gi rau ngoi ch.
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Trong s ngi khng bit c ca hng rau sch (112 ngi) c ti 71,8% (80 ngi) c hi rt mun mua rau sch, mun l 25,7%, khng quan tm l 2,5%. y l khch hng tim nng rt ln cha c khai thc ti. thu ht, li ko c s khch hng ny, d n tp trung vo cc bin php s c trnh by phn k hch kinh doanh ca d n. Trong s 273 ngi c hi cho bit: Hin nay trung bnh mi ngy mi gia nh chi tiu cho rau sch l 3500 4000 v iu quan trng hn c l c ti 87,36% s sn sng chi ti gp 1,5 2 ln tc 6000 8000 chuyn sang mua rau cc ca hng rau m h tin rau bn l rau sch, 12,64% cn lng l suy ngh cha bit c mua hay khng. Nh vy, iu quan trng nht mt ca hng rau sch tn ti v pht trin l lm th no ngi tiu dng thc s tin rau bn ca hng l rau sch (xt di gi tr cm nhn ca ngi tiu dng). Lm c iu ny th ca hng Rau Xanh s c c nhng khch hng tim nng trn Vi cu hi cui cng: iu g lm cho ng (b) tin rng rau bn ca hng l rau sch? Vi cu hi ny ti tm ra c cu tr li mang tnh quyt nh cho s thnh cng ca d n v c nhng bin php ginh c u th cnh tranh vt hn so vi i th. i b phn ch tin l rau sch nu c ti thiu cc thng tin sau: - Sn phm c y thng tin v ni sn xut, c quan bo m v cht lng rau. - Thng tin v quy trnh sn xut, thi hn s dng rau. - Sn phm c dn tem bo m cht lng v c bo him. - Sn phm c uy tn cht lng - Thng xuyn c cc c quan kim tra cht lng sn phm kim tra trc tip ti ca hng. Nh vy, qua phn tch nhu cu th trng, ti nhn thy c mt s iu ht sc quan trng sau: Ngi dn rt quan tm ti sc kho trong c vic dng rau sch trong ba n hng ngy. H rt lo lng v rau khng sch c bn trn th trng v rt kh nhn bit c vi cc loi rau sch. Nhu cu v rau sch l rt ln, chi tiu cho mua rau chim t l rt nh trong thu nhp, ngi tiu dng sn sng b ra chi ph gp 1,5 - 2 ln mua rau sch Hnh thc trnh by, thng tin bao gi v sn phm rau rt quan trng. Rau cht lng tt, bao gi khng r rng, by bn khng tt s khng thu ht c khch hng mua rau.

 iu quan trng nht quyt nh s thnh cng ca ca hng rau sch l lm th no ngi tiu dng tin tng rau h mua l rau sch. Trn c s nhng nhn nh trn, d n s tp trung vo p ng nhu cu ca khch hng. c bit tp trung vo lm cho ngi tiu dng :
Bit Hiu Tin Mua Hi lng.

3. Phn tch cung 3.1Phn tch i th cnh tranh Qua iu tra thc t, ti thy c cc i th cnh tranh sau: Trong khu vc th trng ca d n c cc ca hng v ch bn rau: Quy rau sch s 13 Vng Tha V, ca hng bn thc phm ng lnh v rau sch s 74 Vng Tha V, ca hng v gii thiu sn phm rau sch 3 Cao s 146 Vng Tha V, ca hng bn rau 78, 80 Nguyn Ngc Ni, ch bn rau trn va h bn l ng cui ph Vng Tha V. Gn th trng ca d n cn c rau bn trong cc siu th: Siu th H Ni Marko, Siu th 1E Trng chinh. Xt u, nhc im ca cc i th cnh tranh Ca hng rau sch 13 Vng Tha V Ca hng nm trn mt ng thun li cho bn hng. Quy hot ng c 8 thng, to dng c nhiu khch hng quen thuc, thng xuyn n mua rau. Quy c nim yt bng gi r rng, mt s lng mt hng rau, qu a dng. Mi ngy trung bnh c khong 140 150 lt ngi n mua rau. mi ngy tiu th trung bnh 50 60 kg rau cc loi. Tuy nhin, ti nhn thy quy rau sch ny c nhng hn ch rt ln: Khng gian ca ca hng rt cht hp, din tch ca ca hng khong 13m2 va l ni sinh hot gia nh, va l ca hng bn rau. Din tch by bn ch 6m2 . Cch trang tr bn trong khng hp l. dng, dng c ng rau: R, r, dn ng rau bng g dng lu ngy t khi c c ra, Trng mt v sinh. iu ny to cm gic khng tin tng cho ngi tiu dng khi mua rau ca hng. Quy rau va hp li nng, khng thng thong, rau bn vo bui chiu thng b ho, khng cn ti ngon nh bui sng, km hp dn vi ngi mua. Cch by bn xp sn phm thiu thm m v sc hp dn ngi mua hng: Cc loi rau c sp t ln ln, khng theo th t , hng li , gy cm gic kh chu cho khch hng khi la chn mua nhiu loi rau. Ngun gc xut x ca rau v kh nng ca ngi bn hng. Ti nhiu ln vo ca hng mua rau v hi trc tip ch hng lm sao bit rau y l sch ti nhn c cu tr li ht sc bt ng ch hng da

vo biu hin rau sch treo trn ca hng v tin rng khi mua rau t ngi tiu dng s bit u l rau sch, u l rau thng. L do a ra l khng tho ng, hon ton khng c sc thuyt phc khch hng: Bi v rau sch v khng sch hnh thc bn ngoi rt ging nhau kh m nhn bit c. Hn th na, rau khng sch thng gy tc hi sc khe lu di t t ch khng tc ng tc thi ngi tiu dng nhn bit c ngay (tr mt s loi rau c hm lng c t qu cao). Mi ti rau c km theo mt mnh giy ghi cc thng tin v hp tc x ni sn xut rau, tn mt hng, ngoi ra c hn s dng v hai du ca HTX ni sn xut rau, tn mt hng, ngoi ra : Hn s dng va hai du ca hp tc x ni sn xut rau ( ca hng rau sch ch l bn, phn phi). Nhng thng tin hon ton khng c ch ca hng gii thiu r khi vo mua hng. Hn th na, nhng thng tin ch cho bit rau c nhp t u? cn nhng thng tin v chng nhn cht lng, uy tn ca ni sn xut khng thy ni ti. M y li l yu t ht sc quan trng to dng nim tin ca khch hng v rau sch c sn xut ti ni c uy tn cht lng trn th trng. im yu ny ca ca hng rau sch s c ca hng Rau Xanh chng ti li dng bin thnh im mnh bng vic : c ch tch hp tc x Lnh Nam, nh cung ng rau cho ca hng chng ti, ng cho treo hai bn ph t huy chng vng v sn phm rau an ton nm 2002, 2003 do Nh Nc cp. Hai bn ph t ny s c hp tc x Lnh Nam ng du v ca hng Rau Xanh s treo bn trong ca hng chng thc cho ngi tiu dng thy rau ca ca hng l rau c nhp ca hp tc x Lnh Nam rt c uy tn v cht lng tt trn th trng. Ca hng bn sn phm ng lnh v rau sch 74 Vng tha V: y l ca hng mi khai trng, i vo hot ng c hn mt thng. Din tch ca hng 12- 13 m2. Ca hng c trang tr rt sch s, sn phm rau c by bn ngn np, rau c bc bao gi r rng, trn cc gi rau c dn tem m bo cht lng. Nu c thit hi v mt sc kho do dng sn phm rau ca ca hng th ngi tiu dng s c bao him bi thng thit hi. y l li th rt ln ca ca hng trong vic to dng nim tin v s an tm cho ngi tiu dng. Tuy nhin ca hng c nhng nhc im sau: Mt hng kinh doanh chnh ca ca hng l c ng lnh ch khng phi l rau sch. Rau sch ch l mt hng kinh doanh ph.

Din tch cho trng by, bn sn phm rau sch ch chng 1- 2,5m2 vi s lng rau t, khng a dng. iu ny khng thc s ch ca ngi tiu dng bi y khng phi l ca hng chuyn doanh rau sch. Rau c bc trong ti bng, nn ti bng c ghi cc thng tin v tnh cht thng hiu (ch o quy trnh sn xut r rng, a ch xut, c im sn phm, trn ti cn c tem bo m cht lng). Ngoi nhng thng tin trn , khng c thng tin no ni v v tr v uy tn cht lng ca ni sn xut, cung ng rau, iu ny cha gy c nim tin ca ngi tiu dng i vi ca hng. + Ca hng va bn rau ng gi, li va bn rau l khng ng gi vi gi ngang nhau. Rau ng gi c y thng tin, rau bn l khng h c thng tin g v nh cung cp, khng c chng nhn v cht lng. iu ny gy cho ngi tiu dng s nghi ng. Ti sao li va bn rau ng gi va bn l rau? Phi chng rau bn l l rau khng sch? Tt c nhng iu s lm gim i s tin tng ca ngi tiu dng i vi ca hng. Hn th na, ca hng mi i vo hot ng cha c nhiu khch quen. + Trong ngy ca hng ch nhp rau c mt ln vo bui sng bn c ngy. Vi rau ng gi, n bui chiu thng b ho, khng cn hp dn ngi mua. +Thng tin bo him ghi trn bao gi (Ngi mua rau ca hng s c bo him, bi thng thit hi nu n rau b ng c) khng thc s lm ngi tiu dng tin tng bi: dng rau khng sch, khng bo m cht lng th ngi tiu dng s kh nhn bit c nh hng r rt ca n ti sc kho. Ni n tc hi ti sc kho khng phi l tc thi, ngay lp tc m l dn dn, v v lu di. Chnh v th m mc d c bo him song theo chng ti ca hng vn cha thc s to c tin tng vi ngi tiu dng. + Rau bn trn va h, lng ng, cui ph Vng Tha V v ca hng 78, 80 ph Nguyn Ngc Ni c quy m ln, a dng cc loi rau, gi r hn rau sch, bn hng c ng. im hn ch ln nht i vi rau cc ch l cht lng phc v khng c cao, khung cnh mt v sinh, ngun gc xut x khng r rng, khng c kim tra kim sot v cht lng. Khng bo m quyn li ngi tiu dng v v sinh an ton thc phm. Ca hng bn v gii thiu sn phm rau sch 3 Cao Ca hng ny c mt s t cc loi rau c by bn nhm mc ch gii thiu sn phm vi khi lng rau c by bn mi ngy ch khong 8- 10kg. Sc cnh tranh ca ca hng ny l khng ng k.

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Rau bn cc siu th Gn th trng ca cc d c cc siu th bn rau: Siu th H Ni Marko, Siu th 1E Trng Chinh cng l i th cnh tranh ca ca hng Rau Xanh. Ti trc tip n hai siu th ny, tn mt quan st tm hiu v nhn thy rau bn hai siu th ny c nhng im mnh yu sau: im mnh: - Rau c bn trong siu th, danh ngha siu th t nhiu to c s tin tng v cht lng. - Trong siu th c bn nhiu hng ho, nht l c bn thc phm v th to s thun tin cho s mua sm. - C h thng lm lnh v bo qun rt tt. im yu - Rau c bc trong cc ti nilon, ngi tiu dng ch bit c duy nht thng tin gi rau v m s tin, ngoi ra khng cn c thng tin g ht. - Rau c by bn km hp dn, s lng, chng loi rau t. Cc loi rau c by bn ln ln, khng theo th t v chng loi rau, nn km hp dn vi ngi mua. - Nhng gi cao im bui chiu, bui ti s lng khch hng vo mua hng rt ng. Ngi mua phi xp hng ch i thanh ton tin lu v mt thi gian. iu ny khng tin dng cho ngi mua ra, i khi cn to cm gic kh chu. - Siu th 1E Trng Chinh: Vo siu th phi gi xe v mt tin v. Xe my 1000, xe p 500 nh vy chi ph cho vic mua rau ni ring l tng ln, khng thu ht khc hng vo mua. Hn th na, vic ly xe mt nhiu thi gian v s lng xe ln. - Gi rau cc siu th thng cao hn nhiu so vi cc ca hng v ch. V d: Loi rau (Kg) Ca Hng rau Ch () ST 1E () Marko () Rau mung 3000 2000 7500 6000 Rau ngt 4500 2500 7500 10.000 Mng ti 3000 2000 7500 8000 Ci ngt 4000 3000 10.000 6000 Cc siu th cha c i ng nhn vin bn rau chuyn nghip, khng c dch v km theo.

11

Bng phn tch i th cnh tranh im mnh Quy rau - Hot ng kh lu c sch 13 nhiu khch hng quen Vng Tha thuc. V - Chng loi rau phong ph a dng. Ca hng - m bo qun li ngi rau sch 74 tiu dng. Vng Tha - Bao gi r rng, V - Rau c chng nhn v bo m v cht lng Ch Xanh - Khi lng ln. - Sn phm a dng. - Rau ti. - gi r

im yu - Cht lng phc v cha cao. - Cha thc s lm ngi tiu dng tin rng y l ngun rau sch. - Sn phm rau ch l ph, t loi rau. - Cha lm ngi tiu dng tin l rau sch. Ca hng mi c m. - Cht lng phc v thp. - Rau khng c kim tra, kim duyt cht lng. - cht lng khng bo m - Rau khng c thng tin chng nhn cht lng, gi cao, mt nhiu thi gian thanh ton v gi cao, tip th bn hng km

Siu th 1E - Rau c bn trong siu Trng th. Chinh, v H - C h thng bo qun tt. Ni Marko.

Nhn xt Qua phn tch i th cnh tranh, rt ra nhng nhn xt sau: - Rau bn ca hng rau sch cht lng phc v cha tt, khng c dch v km theo cho khch hng. C thng tin v sn phm song cha to c s tin tng v cht lng ca ca hng. Din tch dnh cho vic bn rau cht hp, khng thun tin cho ngi mua. - C 41,03% s ngi c hi khng bit c ca hng rau sch no trn cc ph Vng Tha V, Nguyn Ngc Ni, T Vnh Din. Chng t cc bin php thng tin, qung co cha hiu qu. - Hot ng bn hng v tip th cha to s tin tng i vi ngi mua.

12

- Rau bn cc siu th gi cao, khng c thng tin v ngun gc sn phm, thanh ton mt thi gian, chng loi, khi lng rau t, by bn khng hp dn, khng c dch v t vn, cha c i ng bn hng chuyn nghip. - Rau ch khng c kim tra cht lng sn phm, khng c bao gi v ngun gc khng r rng. Ni tm li, Rau ca cc i th cnh tranh cha hp dn c khch hng, cha to dng c nim tinh v cht lng cho ngi mua. Qua phn tch th trng, ti thy rng: Cu rau sch l rt ln, trong khi cc i th cnh tranh cha thc s to dng c hnh nh v nim tin i vi khch hng. Cung cha p ng cu, y l l hng ca th trng cho php d n thm nhp v hot ng thnh cng. 3.2 Phn tch cung ca d n V ca hng rau sch ca ti, d kin sau khi a vo hot ng s bin cc mt yu ca i th thnh im mnh, li th ca ca hng. ng thi hc tp im mnh ca i th. iu quan trng nht ca d n l tp trung vo lm cho ngi tiu dng bit, tin rau ca ca hng l rau sch v c phc v tt nht. Khi m ca hng rau sch, ca hng s c nhng im mnh im yu so vi i th cnh tranh. im yu: Ca hng thm nhp vo th trng sau, nn cn thiu kinh nghim. Trong khi cc i th khc c nhiu khch quen. im yu ny khng phi l qu ln, ti hon ton khc phc c sau mt thi gian ca hng i vo hot ng. im mnh: Chn c v tr ph hp, c quy m ln, nh cung ng Lnh Nam c uy tn v cht lng. Ti iu tra thc t, nm bt c nhu cu v i hi ca khch hng, hn th na ti bit cch lm th no ngi mua rau bit v tin mua rau sch ca ca hng. y l im quan trng nht m ca hng rau sch trong khu vc cha lm c. Bin php thu ht v lm cho khch hng tin dng rau ca ca hng s c phn tch phn k hoch kinh doanh. III Chin lc kinh doanh Theo kt qu iu tra cho thy: Nhu cu rau sch ca th trng d n l rt ln. Ngi mua sn sng chi tr tin t gp i mua rau nu nh h tin rng l rau sch. Nh vy gi c y khng phi l yu t quan trng nht quyt nh v cu rau sch hay cu v rau sch t nhy cm vi gi. Vn ct yu quyt nh cu rau sch l cht lng rau v lm cho ngi tiu dng bit v tin tng v rau h mua l rau sch.

13

 lm cho khch hng tin tng rau ca ca hng l rau sch, Ti tp trung vo nhng bin php tc ng ti tm l v trc quan ca khch hng. Ti thc hin chin lc kinh doanh: Khc bit ho so vi i th cnh tranh. Trong chin lc ny ti s to ra s khc bit v ni bt ca ca hng so vi i th cnh tranh trn cc mt sau: - Bao gi, nhn mc sn phm. - Cht lng phc v mang tnh chuyn nghip. - Bn hng, c bit hin nay i th cnh tranh cha c dch v bn rau qua in thoi, a rau ti tn nh. Ti s m dch v ny p ng tt hn nhu cu ca khch hng. - Dch v km theo bn hng. S khc bit ho v sn phm s c trnh by chi tit phn k hoch kinh doanh. Tn ch kinh doanh ca ca hng l: Rau sch cho mi nh. Vi tn ch kinh doanh ny ca hng Rau Xanh mun cao ngi tiu dng, mun to s tin tng v gn gi vi mi nh. ng thi n cng th hin quan im ca ca hng: Uy tn v cht lng l hai yu t quan trng nht trong s thnh cng ca ti. Trong tng lai ti mun thnh lp h thng cc ca hng bn rau sch H Ni, mun cung ng trc tip phn ln rau sch cho mi ngi tiu dng H Ni. IV. K HOCH KINH DOANH 1. K hoch sn phm 1.1. Ngun cung ng rau sch Ca hng Rau Xanh chuyn kinh doanh cc sn phm rau sch. V vy vic la chn nh cung cp rau sch, c uy tn v cht lng trn th trng l vn ht sc quan trng, c ti dnh nhiu thi gian v cng sc tm hiu v chn la. Qua iu tra thc t ti tm ra c hai ni cung cp rau sch cho ca hng Rau Xanh, l Hp tc x sn xut tiu th rau an ton Ba Ch thn Ba Ch - x Vn Ni - ng Anh - H Ni, do ng Trn Minh Hng lm ch nhim Hp tc x v Hp tc x rau nng nghip rau an ton Lnh Nam xm 10, Lnh Nam do ng Nguyn Mnh Tng lm ch nhim Hp tc x. Ti v tn ni hai hp tc x ny tm hiu v qui trnh trng rau, khi lng rau nh cung cp c th cung cp, gi c, chng loi rau... Sau khi nghin cu k hai nh cung cp rau trn, ti quyt nh: chn Hp tc x rau an ton Lnh Nam lm nh cung ng, v: + Rau ca Hp tc x Lnh Nam rt c uy tn v ni ting trn th trng. Biu hin r rng nht l hai nm lin tip rau an toan Lnh Nam u

14

c huy chng vng. iu ny s to s tin tng i vi ngi mua rau ti ca hng Rau Xanh. + Hp tc x Lnh Nam c th cung cp khi lng rau ln, a dng v n nh. Theo ng Nguyn Mnh Tng, ch nhim Hp tc x th mi ngy Hp tc x cung cp t 15-16 tn rau sch cc loi cho th trng. Vic chn nh cung ng Lnh Nam lm ca hng yn tm khng phi chuyn i sang nh cung ng mi khi khi lng rau bn ca ca hng tng nhanh, ca hng m rng quy m, m cc ca hng khc a bn khc. a im ca ca hng gn Hp tc x Lnh Nam hn Hp tac x Ba Ch Vn Ni (cch Hp tc x Lnh Nam 10km, cch Hp tc x Ba Ch khong 30km). Ca hng s gim c chi ph vn chuyn rau. + Theo hp ng hai bn s k kt. Bn cung cp rau an ton Lnh Nam phi m bo cht lng rau an ton cho ca hang v phi chu trch nhim hon ton, phi bi thng hon ton kinh ph cu cha cho ngi dng rau ca Lnh Nam b ng c. 1.2. Bin php tiu th sn phm S cc cp cu thnh sn phm ca ca hng Rau Xanh:

Cht lng phc v

Bao gi

Sn phm Rau
I By bn nhn sn phm Chng Cht lng

Bin php bn hng ca ca hng Rau Xanh tp trung vo lm cho khch hng: Cha bit Bit Mun mua Mua Tin tng Mua thng
15

xuyn Do rau sch nhn b ngoi rt kh phn bit vi rau thng, thm ch rau thng, rau khng sch c phun thuc ho cht nhiu trng cn ti ngon hn rau sch. Qua nghin cu th trng chng ti thy iu sng cn vi ca hng Rau Xanh cng nh i vi cc ca hng bn rau sch khc, xt t gi tr cm nhn ca ng tiu dng li l cp th II v III ca sn phm. y l im yu nht m i thu cnh tranh cha lm c. Cc ca hng rau sch mua c rau sch (cp I) ch c ngha i vi ca hng m thi, cn lm cho khch hng bit, hiu, tin mua rau ca ca hng hay khng li l vic khc m n hu nh ph thuc vo cp II , III. im ni bt v cng l sc cnh tranh ln nht quyt nh s thnh cng ca ca hng Rau Xanh tp trung vo cp II, III. Cc bin php tiu th sn phm, marketing, nhn s s tp trung vo im mu cht thnh cng ny. Theo nh kt qu iu tra th c ti 87,36% ngi c hi s mua rau nu tin l rau sch v sn sng tr gi gp 1,5-2 ln c tiu dng rau sch. Do vy iu quan trng nht l lm cho khch hng tin rau bn ca hng l rau sch. Trong k hoch tiu th sn phm chng ti s tin hnh mt lot cc bin php, cch thc thuyt phc, chng minh cho khch hng thy rau ca hng l an ton cho sc kho. V bao gi, bao b, nhn hiu sn phm: Tt c sn phm rau s c ng gi bng ti nilon ng kn. Trn bao b s c nhng thng tin cung cp cho ngi tiu dng sau: - V tnh cht thng hiu ca sn phm: + Ch o gim st sn phm: Chi cc bo v thc vt H Ni. + Quy trnh sn xut rau. + Ni sn xut sn phm. + Ca hng bn. - Rau c ng gi vi cc mc khi lng khc nhau (300g, 500g, 800g/gi) ngi tiu dng tu chn. - V c im sn phm: Sn phm c hnh thnh v ch o gim st bi cc bn: C quan ch o gim st (Chi cc bo v thc vt H Ni); ngi sn xut v nh phn phi. V chng nhn cht lng sn phm + Trn mi ti rau c dn tem bo m sn phm c kim duyt, sn phm c bo him bi Bo Vit H Ni. + Trong mi ti rau c km theo mt t tem c ghi: tn mt hng, ngy thu hoch, hn s dng. trch vic lm hng gi, t tem ny s c ng du ca Hp tc x Lnh Nam

16

+ cho ngi tiu dng tht s tin rau ca ca hng c ly ni sn xut c uy tn cht lng, ti ngh v c ch nhim Hp tc x Lnh Nam ng pht hai giy chng nhn huy chng vng sn phm: Huy chng vng do ban t chc trin lm tun l xanh quc t Vit Nam 2002 cp. Huy chng vng an ton thc phm an ton 2003 do ban t chc hi ch thc phm an ton 20003 cp. Trn s c ng du ca Hp tc x Lnh Nam. Chng nhn ny l bng chng quan trng m cc ca hng bn rau trong khu vc th trng khng c c. Trong thi gian u hot ng c th c nhiu ngi cn nghi ngi v cht lng rau ca ca hngTi s mi cn b ca Chi cc bo v thc vt H Ni, t chc bo v ngi tiu dng ti kim tra sn phm rau ca ca hang rau vo nhng lc khch hng mua rau nhiu, ng thi thng bo kt qu kim tra v cht lng sn phm ti mua rau v trn bn tin ca phng. Vic by bn sn phm Vic by bn sn phm rau rt quan trng, c ca hng Rau Xanh c bit ch . Rau c by bn trn h thng gi ng rau ba tng, rau c phn loi. V d: Rau ci xoong, ci canh, ci ng d, ci tm c xp cng mt ngn ngi tiu dng d tm, d la chn. H thng cc dn ng rau s c xp theo hnh ch U, nhn t ngoi vo, gia by bn cc loi rau c, rau thm, rau sng Cch thc bn hng Ca hng Rau Xanh c hai hnh thc bn hng: + Trc tip ti ca hng (y l hnh thc chnh) + Bn hng qua in thoi Nhiu h gia nh khng n ca hng rau mua c, ca hng Rau Xanh sn sng mang n tn ni theo yu cu ca khch hng vi chi ph tng thm 500 cho mt ln. y l mt im rt mi, c o, ring c ca ca hng. Chng ti s c gng lm cho khch hng vo mua rau c cm gic mi th u sch, phc v nhit tnh nht. Ca hng s c bng bo gi sn phm theo tng ngy. Khch hng n ca hng s c nhng nhn vin bn hng tr trung, nhit tnh gii thiu nhng iu mi l v cc loi rau: c im, cng dng, dinh dng, nhng bi thuc dn gian v mt loi rau n hng ngy c th lm thuc cha bnh m c th t ngi bit n. Khch hng vo mua rau d t hay nhiu u c bc gi sn phm cn thn v c gii thiu cc thng tin v sn phm.
17

2. K hoch nhn s ca d n hot ng ca ca hng din ra bnh thng cn c ngi qun l v nhn vin bn hng. Nhn vin bn hng c chng ti c bit ch . + Ngi qun l: Nguyn Kim Thu ngi sng lp d n s lm ch v qun l ca hng. i vi nhn vin bn hng, Nguyn Thu Thu v T Thanh Huyn . Nguyn Thu Thu thng minh, nhanh nhn, ni kho s ph trch v vic gii thiu cc loi rau, t vn cho khch hng v giao dch vi khch hng. T Thanh Huyn chu kh, cn thn s ph trch v tnh tin, ghi s sch . S hiu bit ca nhn vin v hot ng v ngh thut bn hng l cc k quan trngTi s trc tip hng dn cho nhn vin ca mnh v tm l khch hng, cc k nng bn hng v phc v khch hng. Khi bn hng cc nhn vin s phi mang o ng phc mang tn ca hng Rau Xanh: Rau sch cho mi nh. Ti mun to dng hnh nh ca hng Rau Xanh c nhiu nt c o hn hn so vi cc i th cnh tranh v cht lng phc v v mang tnh chuyn nghip cao. 3. K hoch Marketing 3.1. Tip th v qung co Hot ng qung co, tip th bit quan trng. Cc i th cnh tranh (cc ca hng rau sch) khng bn c nhiu rau sch, cha to dng c nim tin trong khch hng, cha nh vo tm l ngi tiu dng do mt nguyn nhn quan trng l hot ng marketing cha tt, cha to c s c o cun ht khch hng. Ca hng rau sch ca ti s tp trung vo nhng bin php marketing c o hn nhng i th cnh tranh khc v tc ng trc tip vo tm l v cm nhn trc quan ca khch hng mi khi h n ca hng mua rau ca ti. Nhng bin php marketing l: Bc u khch hng bit n ca hng Rau Xanh ti s tin hnh cc hot ng qung co, truyn tin: + t thu ht, lm cho ngi tiu dng bit n ca hng, ti s pht t ri qung co. + i vi khch hng ln u tin n vi ca hng, ti s pht Card Visit gii thiu v ca hng v a ch lin h. + Truyn tin v rau sch ca ca hng Rau Xanh trn i pht thanh phng trong mc i sng; v sinh an ton thc phm. + Da vo mi quan h vi t dn ph, c bit l t dn ph cm 20 gii thiu vi cc h gia nh v ca hng Rau Xanh trong nhng bui hp ca t dn ph.
18

+ Nh nhng ngi quen thn, bit trong khu vc gii thiu rau cho ngi khc. y l bin php marketing gin tip mang li hiu qu rt cao. Khi khch hng n ca hng tm hiu, xem, mua rau y l lc rt l quan trng. tc ng ti tm l v trc quan, cng nh to ra cm gic tin tng cho khch hng ti tin hnh: + Pha bn trong ca hng tn dng nhng khong trng trn tng, ti s treo nhng bc nh gii thiu v ni sn xut rau, quy trnh sn xut rau sch, c im ca cc loi rau + Treo Huy chng vng cht lng rau sch, an ton ca nh cung ng rau Lnh Nam. Tm l ca cc b ni tr i mua hng thng thch c tng qu, khuyn mi, gim gi. Nm bt tm l ny thu ht khch hng ca hng s: + Nhn dp khai trng ca hng s gim gi 50% trong hai tun u cho ngi mua rau. + Tng mt gi mui it, sch nu n cho khch hng thng xuyn mua rau v nhiu nht trong thng. + Tng nhng gi l thm dng tm, gi u cho nhng khch hng mua nhiu rau, thng xuyn ca ca hng 3.2. Dch v km theo + Khch hng n mua rau ca ca hng, khng ch c gii thiu v cc loi rau m s c nhn vin bn hng ca ca hng gii thiu, t vn cc bi thuc dn gian v rau. V d nh: n nhiu ti rt tt cho no b, tng tr nh v gim s lo ho cc t bo; n rau dip c v rau kinh gii rt tt cho kh huyt + Gii thiu cho khch hng cch nu cc mn rau, thnh phn dinh dng cc loi rau, cch bo qun rau c lu v ti. + Ca hng s nht rau min ph cho khch hng nu c yu cu. + i vi nhng khch hng gi in n gp , khiu ni, phn nn v ca hng, chng ti s thanh ton tin cc in thoi cho khch hng bng cch ghi li tn v a ch ca khch hng, s tin cc in thoi, sau s gi li tin hoc bng rau khi khch hng n mua hng. 4. K hoch ti chnh 4.1. D n hot ng trong iu kin bnh thng Tc d n hot ng trong iu kin din bin th trng n nh, t bin ng so vi tnh hnh hin nay. 4.1.1. Xc nh chi ph a. Chi ph u t ban u ca d n Da vo thng tin thu thp trn th trng, ti c bng d ton chi ph u t ban u nh sau:
19

BNG D TON CHI PH U T BAN U Hng mc chi ph T lnh bo qun rau Dn st ng rau R nha Lp t in thoi Bnh cu ho Bnh phun nc Chi mua ng phc Cn Bn gh L ph ng k kinh doanh Qut Chi qung co Thu lm bin hiu Chi khc Tng n v Chic Chic Chic Chic Chic Chic B Chic B Chic S lng 1 3 30 1 2 1 6 2 1 2 Gi 4000 1000 10 1500 160 20 50 75 150 120 Tng 4000 3000 300 1500 320 20 300 150 150 30 240 1000 1000 1000 13010

b. Chi ph thng xuyn ca d n Tng hp kt qa d ton chi ph t cc phn nh k hoch v nhn s, k hoch marketing, v sn phm v mt s chi d kin, ti c bng d bo v chi hng thng cho nm u nh sau:

20

BNG 2: BNG D BO CHI PH HNG THNG CHO NM U (1.000) Thng/ khon mc

Tr lng nhn vin bn hng( 4 ngi) thu mn bi Chi bao gi Thu a im Chi mua hng Tr tin in Khu hao Tin in thoi Chi khc Tng chi ph

1 1.20 0 85 300 2.50 0 3.77 0 150 150 300 500 8.95 5

2 1.20 0 85 450 2.50 0 4.71 3 150 150 300 200 9.74 8

3 1.200 85 450 2.500 5.891 150 150 300 200 10.92 6

4 1.200 85 450 2.500 7.363 150 150 300 200 12.39 8

5 1.200 85 450 2.500 9.204 150 150 300 200 14.23 9

6 1.200 85 450 2.500 11.50 5 150 150 300 200 16.54 0

7 1.200 85 450 2.500 14.38 1 150 150 300 200 19.61 6

8 1.200 85 450 2.500 17.97 7 150 150 300 200 23.21 2

9 1.200 85 450 2.500 22.47 1 150 150 300 200 27.70 6

10 1.200 85 450 2.500 28.08 9 150 150 300 200 33.32 4

11 1.200 85 450 2.500 35.11 1 150 150 300 200 40.34 6

12 1.200 85 450 2.500 43.88 9 150 150 300 200 49.12 4

Tng 15.600 1.020 5.250 30.000 204.361 1.800 1.800 3.600 2.700 266.134

21

BNG 3: DOANH THU V LI NHUN D BO CA D N TRONG NM 1 (1.000) Thng/ khon mc Doanh thu Tng chi ph VAT Li gp 1 5.80 0 8.95 5 290 2 7.251 9.748 3 9.063 4 11.32 8 5 14.16 0 14.23 9 708 -787 6 17.70 0 16.54 0 885 275 7 22.12 5 19.61 6 1.106 1.403 8 27.65 7 23.21 2 1.382 3 3.062 9 34.57 1 27.70 6 1.729 5.136 10 43.21 4 33.32 4 2.161 7.729 11 54.01 7 40.34 6 2.701 10.97 0 12 67.52 2 49.12 4 3.376 15.02 2 Tng 314.408 266.134 15.720 32.554

10.92 12.39 6 8 362,5 453,1 566,4 5 5 -3.445 -2.860 -2.316 -1.636

22

23

c. Doanh thu v li nhun ca d n qua cc nm :BNG 4: D BO DOANH THU, LI NHUN TRONG 3 NM U HOT NG Nm 1 2 3 Chi ph 266.134 368.317 460.281 Doanh thu 314.408 471.612 613.096 li gp 32.553 79.715 122.160 n v: 1000 Li gp/thng 2.713 6.643 10.180

4.1.2. Xc nh thi gian hon vn v im hon vn a. Xc nh thi gian hon vn

L vic tnh ton xem d n hot ng trong bao lu th thu hi c vn. Theo phng php tr li, tc ly vn u t ban u tr dn cho li nhun trc thu thu nhp hng thng cho n khi bng khng, lc ta xc nh c thi gian hon vn. Tnh theo phng php ny thi gian hon vn ca d n vo khong 10 thng 15 ngy. b. Xc nh im ho vn L xc nh mc doanh thu m bo cho d n khng b thua l trong iu kin hot ng bnh thng. im doanh thu ho vn (R) c xc nh bng cng thc: R=Chi ph c nh/1- t l chi ph bin i trn mt n v doanh thu Theo cng thc ny, im doanh thu ho vn ca d n l 176,486 triu ng/nm. Nh vy m bo d n khng b thua l th doanh thu trung bnh mt nm ca d n phi t 176.486.000/nm hay doanh thu trung bnh t14.707.000/thng. Trong iu kin hoat ng bnh thng th mc doanh thu ny l khng ln v d n c th hon ton t c. 4.2. D n hot ng trong iu kin thun li Biu hin ca trng hp ny l mc doanh thu cng nh t l tng doanh thu t cao hn d kin. Trng hp ny xy ra khi cc hot ng ca ca hng dt hiu qu cao v chim c lng tin ca khch hng.

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Theo d tnh ca ti trong trng hp ny, doanh thu ca d n trong nm th hai s cao gp 2 ln doanh thu nm th nht v doanh thu nm th ba cao gp 1,5 ln doanh thu nm th hai. BNG 5: D BO DOANH THU, LI NHUN TRONG 3 NM n v: 1000 Nm Chi ph Doanh thu Li gp Li gp/thng 1 266.134 314.408 32.553 2.713 2 470.499 628.816 126.876 10.573 3 674.865 943.224 221.198 18.433 Nu trng hp ny xy ra, ti s nhanh chng m rng quy m ca hng p ng nhu cu khch hng ng thi tng cng tch lu chun b cho phng n kinh doanh trong tng lai. D n hot ng trong iu kin khng thun li Biu hin ca trng hp ny l mc doanh thu v t l tng doanh thu khng t nh d kin. Trng hp ny xy ra khi d n hot ng trong iu kin cnh tranh qu mnh hoc cc hot ng ca d n khng t hiu qu cao nh mong mun. C th trng hp kh khn, doanh thu bnh nm th hai v nm th ba c th gim 10% mi nm. Ta c bng kt qu d bo sau: BNG 6: D BO DOANH THU, LI NHUN TRONG TRNG HP NY n v: 1000 Nm Chi ph Doanh thu Li gp Li gp/thng 1 266.134 314.408 32.553 2.713 2 245.699 282.967 23.120 1.927 3 227.307 254.670 14.631 1.219 Trong trng hp ny ti s c gng iu chnh cc hot ng ca mnh cho ph hp. Trong trng hp xu nht l cc hot ng c iu chnh vn khng mang li hiu qu th ti c th chuyn giao ca hang cho ngi khc, rt lui khi th trng v chuyn sang cng vic khc. Tm li vic phn tch cc vn ti chnh ca d n bao gm chi ph u t ban u, chi ph thng xuyn, doanh thu v li nhun ca d n cho php ti c th tin tng d n kh thi v mt t chnh.

4.3.

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V. RI RO V CC PHNG N D PHNG 1. Ri ro cui ngy khng bn c cn tha Trong thi gian u mi i vo hot ng ca ca hng do ti vn cn thiu st kinh nghim trong nh gi, d on nhu cu cc loi rau nn c th mt s loi rau b thiu v mt s mt hng rau cn tha vo cui ngy. ng thi do nh hng ca yu t thi tit m cu rau c th thay i t ngt. khc phc ri ro ny,ti d nh hng ngy chng ti nhp rau vo hai ln vo bui sng v chiu. Trn c s lng rau bn c vo bui sng v rau cn tha n tra ti s kim li v nhp rau cho bui chiu. n ti nu rau cn tha: i vi rau l, ti tho thun v bn li cho cc qun cm bnh dn; i vi cc loi rau c nh l: t, chanh, ti, susu, c ci s c bo qun trong t lnh. 2. Ri ro v giao hng ti nh Trong trng hp c nhiu khch hng cng gi in n t mua rau ti nh, m bo rau em n nhanh nht cho khch hng ngoi vic mt nhn vin ph trch cng vic giao rau ti s tham gia giao rau ti cho khch hng. 3. Ri ro v cnh tranh Nhng khc bit c trng ca ca hng, rt c th cc i th cnh tranh s bt chc, lc s cnh tranh s tr nn quyt lit hn. khc phc kh khn ny, ca hng s tp trung vo cht lng phc v khch hng, y l nt c trng ca ca hng c ti ch trng ngay t u.

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VI. K HOCH HNH NG Trn c s nhng k hoch lp ra, ti tin hnh lp k hoch hnh ng m bo d n khi i vo hot ng theo nh k hoch nh v gim bt ri ro xy ra K hoch hnh ng c chia lm hai bc: - Bc mt: k hoch hnh ng chun b cho vic thnh lp ca hng. Nhng vic ti s tin hnh gm: + ng k th tc kinh doanh ti phng ng k kinh doanh qun Thanh Xun. + Huy ng tin vn t gia nh v bn b cng lp, vay ngn hng. + K hp ng cung ng rau v bao gi sn phm rau sch vi Hp tc x Lnh Nam, pht giy chng nhn Huy chng vng rau sch ca HTX, ng thi tin hnh chp nh v ly thng tin t ni sn xut rau, c im, qui trnh cho cc loi rau. + Mua dng, dng c cho ca hng: gin st, r, gi, cn, bnh cha chy, t lnh + Lp t in thoi, t lm bin hiu ca hng, lm Card Visit v t ri qung co cho ca hng. + K kt hp ng vi 2 nhn vin bn hng, sau nh anh Nguyn Ngc Thanh Ging vin trng i hoc Nng nghip I H Ni s gii thiu, hng dn cho nhn vin ca hng v cng dng cc loi rau, cc bi thuc dn gian v rau t vn cho khch hng. ng thi ti vn dng kin thc v marketing v kinh doanh c c hng dn ging dy cho 2 nhn vin ca ca hng v cc k nng bn hng, giao dch vi khch hng trc tip ti ca hng v nghe in thoi. Cng vic ny s c ti duy tr thng xuyn khi ca hng hot ng. + t may o ng phc 6 b cho nhn vin ca ca hng. + Trc ngy khai trng hai ngy ti s pht t ri qung co ti cc h gia nh. + Trong ngy khai trng ti s mi t trng cc t dn ph ti thm quan ca hng v biu sn phm rau sch ca ca hng khi h ra v. - Bc 2: k hoch hnh ng khi i vo hot ng Ca hng s hot ng ngay sau khi c giy php ng k kinh doanh v hot ng vo tt c cc ngy trong tun. Bui sng t 5h30 n 12h Bui chiu t 14h n 19h30 Ti s tin hnh mt lot cc hot ng nh k hoch t ra. Trong thi gian u khi i vo hot ng, sau mi ngy ti v nhn
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vin bn hn s cng bn bc v tnh hinh kinh doanh ca ca hng trong mt ngy, t rt ra kinh nghim v c nhng iu chnh cho ngy hm sau v cc hm tip theo ph hp vi tnh hnh kinh doanh thc t. n gia v cui thng ti se thanh ton tin rau cho HTC Lnh Nam. Lng cho nhn vin ca ca hng c tr mt ln vo cui thng.

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VII. PHNG N KINH DOANH TRONG TNG LAI Trong qu trnh hot ng ca d n, cn c vo nhu cu ca th trng, mi trng cnh tranh v hiu qu cc hot ng ca ca hng ti s c phng n king doanh c th cho ph hp. Theo nhn nh ca ti nhu cu tiu dng rau sch ca nhn dn s khng ngng tng ln, t l vi mc thu nhp v nhn thc ca ngi dn v vn v sinh an ton thc phm. Nu tnh hnh kinh doanh din ra mt cch bnh thng hoc thun li, d kin sau 3 nm hot ng l thi gian tch lu vn v kinh nghim, ti s chuyn i ca hng sang hnh thc cng ty trch nhim hu hn. thu ht thm khch hng v tng tnh tin li khi i mua hng, ca hng Rau Xanh d kin cung cp thm mt s loi thc phm sch nh hp, ng lnh V m thm cc ca hng mi thuc cng ty, trc tin l cc khu vc xung quanh, ri sau c th m mt lot cc ca hng trn a bn H Ni. Cc ca hng ny c m ra theo m hnh ca ca hng Rau Xanh, c hnh thc nh ca hng ban u tc c cng bin hiu, cng cch thc qun l, cng gi bnng thi vi vic thay i mt s yu t nht nh, c bit l i ng nhn vin bn hng vi phng thc bn hng mang tnh chuyn nghip hn nhm tn dng, pht huy uy tn, hng nh sn c v ph hp vi xu hng quan tm nhiu hn n vn v sinh an ton thc phm ca x hi. Trong phng n kinh doanh mi ny, m bo uy tn v hnh nh ca ca hng Rau Xanh, d kin sau nm th nht ti s tin hnh ng k tn hiu ca ca hng trnh b lm nhi. Hn na hot ng hiu qu v n nh th vn t ra l phi m bo ngun hng mua vo n nh khng nhng c v mt cht lng v s lng. Vn ny ti d nh k hp ng v chng loi, s lng, cht lng, thi im giao hng trc tip vi cc h nng dn trng rau sch v vi cc cng ty chuyn sn xut, cung cp cc sn phm sch c uy tn v cht lng nh cng ty hp H Long, AGIFISH An Giang Ngoi ra tip cn mt cch nhanh chng v k hp ng c vi nhng khch hng l cc t chc trong v ngoi nc, ti d kin lp mt trang web ca cng ty nhm qung b, nng cao uy tn, hnh nh ca doanh nghip trong tm tr khch hng

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VIII. LI CH KINH T- X HI CA D N: - i vi ngi tiu dng: Ca hng rau sch cung cp cho ngi tiu dng sn phm rau sch, gp phn bo v sc kho cho ngi mua rau, gp phn to nn phc li x hi - Gp phn bo v mi trng: - D n to cng n vic lm v thu nhp cho nhiu ngi - ng gp vo ngn sch nh nc thng qua thu: - i vi bn thn, d n em li cho ti nhiu kinh nghim thc t qu bu v iu tra th trng, v kinh doanh

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Kt lun D n khi nghip m ca hng Rau Xanh chuyn cung ng cc loi rau sch l ph hp vi iu kin thc t. Mi ngi, mi gia nh v ton th x hi lun cn c rau sch: Mn n hng ngy khng th thiu trong mi ba n ca ngi Vit Nam . Vic quan trng nht l ca hng Rau Xanh hng ti l Tt c v sc kho ca ngi tiu dng theo ng tn ch ca ca hng Rau Xanh t ra l Rau sch cho mi nh. Chng ti tin tng vo s ng h ca x hi i vi d n v tin vo s thnh cng ca ca hng Rau Xanh. Mc d c gng xy dng d n, xong do cn thiu kinh nghim v hn ch v trnh nn d n kh trnh khi thiu st. Ti rt mong nhn c s nh gi, gp ca c gio d n ny c thc hin v thnh cng hn

LI M U I. TN D N 1. Mc ch, ng c kinh doanh 2. tng kinh doanh 3. Lnh vc v sn phm dch v kinh doanh 4. Bn v m hnh doanh nghip s thnh lp 5. a im b tr d n II. PHN TCH TH TRNG 1. Phn tch mi trng v m * Mi trng kinh t * Mi trng t nhin * Mi trng cng ngh * Mi trng chnh tr php lut
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2. Phn tch cu th trng 3. 3.1 Phn tch cung Phn tch i th cnh tranh

Nhn xt 3.2 Phn tch cung ca d n IV. K HOCH KINH DOANH 1. K hoch sn phm 1.1. 1.2. Ngun cung ng rau sch D n hot ng trong iu kin thun li 1.1.1. Xc nh thi gian hon vn v im hon vn V. RI RO V CC PHNG N D PHNG 1. Ri ro cui ngy khng bn c cn tha 2. Ri ro v giao hng ti nh 3. Ri ro v cnh tranh VI. K HOCH HNH NG VII. PHNG N KINH DOANH TRONG TNG LAI VIII. LI CH KINH T- X HI CA D N: Kt lun

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