QUN TR THNG HIU K 1 NHM 1 NM HC 2013-2014 YU CU CHUNG BI TIU LUN CUI K TI: Ti nh v v qun tr thng hiu Bitis.

s. Yu cu chung: Bn k hoch phi c nh my (size: 13, font: Times New Roman/VNI-Times, line spacing (cch dng): 1.5) n c s dng thng tin tham kho th phi ghi r ngun trong phn ni dung v cui bi phi c phn Danh mc tham kho. Trang b...a: Ghi y thng tin cc thnh vin (H v tn, MSV, ST). di: t 15 trang A4 tr ln, in 1 mt. Sinh vin c lm nhm ti a 3 ngi. Nghim cm tt c mi hnh vi sao chp bi ca nhau. Ging vin pht hin hai bi thi ging nhau t 25% tr ln s cho hai bi ny im 0. Np bi: - a im: Khoa Kinh t qun l - Phng A207 - Thi gian: 9h30 - 11h ngy trn phiu bo thi ca sinh vin - Sinh vin np bi nh k tn vo danh sch, khng k tn coi nh sinh vin khng np bi tiu lun, khng thu bi nhng sinh vin c tnh trng cm thi, m BH

Ni dung chnh: 1. Phn m u Tng quan v cng ty a. Lch s hnh thnh v pht trin

Thnh lp: 1982 Nh sng lp: Vu Khi Thnh Ngnh ngh: thi trang Th loi sn xut: hng tiu dng Sn phm: giy dp v ph trang Khu hiu: Nng niu bn chn Vit

Biti's hay cn gi l Cng ty sn xut hng tiu dng Bnh Tin l mt cng ty c ting tm v sn xut giy dp ti Vit Nam. c ra i t rt sm, trong thi k kh khn v nhiu hn ch ca nn kinh t bao cp, tin thn ca cng ty l mt c s sn xut giy dp nh do ng Vu Kh Thnh, mt doanh nhn gc Hoa m ra, khi u Bitis vi s vn 200 triu ng, vi 15 nhn cng v nhng chic my r st nng sut thp, sn xut cc loi dp cao su xut khu, th trng ch yu l Lin X v cc nc ng u. C th tm tt qu trnh hot ng chnh ca cng ty qua mt s mc thi gian nh:

 Nm 1986, hai t hp tc st nhp li thnh Hp Tc X cao su Bnh Tin hot ng ti Qun 6, chuyn sn xut cc loi dp, hi vi cht lng cao, tiu th trong nc v xut khu sang cc nc ng u v Ty u. Nm 1989, Hp Tc X Cao su Bnh Tin l n v ngoi quc doanh u tin ca c nc c Nh nc cho quyn trc tip xut - nhp khu. Nm 1990, cnh tranh vi hng ngoi nhp, Hp Tc X Cao su Bnh Tin u t mi hon ton cng ngh ca i Loan v thc hin sn xut sn phm mi giy dp xp EVA. Nm 1991, thnh lp Cng ty Lin doanh Sn Qun - n v lin doanh gia Hp Tc X Cao su Bnh Tin vi Cng ty SunKuan i Loan - chuyn sn xut hi, dp xut khu. y l Cng ty Lin doanh u tin gia mt n v kinh t t nhn Vit Nam vi mt Cng ty nc ngoi (thi hn 18 nm). Nm 1992, Hp Tc X Cao su Bnh Tin chuyn th thnh Cng ty Sn xut Hng tiu dng Bnh Tin (Biti's) chuyn sn xut dp Xp cc loi, Sandal th thao, Da nam n thi trang, Giy Th thao, Giy Ty, Hi . tiu th trong v ngoi nc. Nm 1995, Cng ty TNHH Bnh Tin ng Nai (Dona Biti's) c thnh lp chuyn sn xut dp Xp cc loi, Sandal Th thao, Da nam n thi trang, Giy Th thao, Giy Ty, Hi... tiu th trong v ngoi nc. Nm 2000, thnh lp Vn phng i din ti Vn Nam, Trung Quc. Nm 2002, thnh lp Trung tm Thng mi Biti's Ty Nguyn. Nm 2005, thnh lp Trung tm Thng mi Biti's Min Bc. Nm 2006, thnh lp Trung tm Thng mi Biti's Lo Cai v Trung tm Kinh doanh Biti's Nng Nm 2008, thnh lp Chi nhnh Biti's Min Ty. Nm 2009, thnh lp Chi nhnh Biti's Min Nam. Sau 31 nm hot ng (1982 - 2013), Biti's tr thnh nhm Cng ty gm 2 n v thnh vin: Cng ty TNHH Sn xut hng tiu dng Bnh Tin (Biti's) v Cng ty TNHH Bnh Tin ng Nai (Dona Biti's) vi 9000 nhn vin. Trong nc c 3 Trung tm Thng mi, 1 Trung tm Kinh doanh, 2 chi nhnh v hn 4000 i l ph khp t nc. CNG TY TNHH SN XUT HNG TIU DNG BNH TIN (BITI'S) CNG TY TNHH BNH TIN NG NAI (DONA BITI'S).

Tri qua nhiu bc thng trm khc nhau xc nh hng i cng nh th trng pht trin, Bitis xy dng c cho mnh mt v th vng chc trong tm tr ngi tiu dng ti nc ngoi cng nh ti Vit Nam vi nhng sn phm giy dp cht lng, mc gi tm trung. C th ni, y ang l mt trong nhng doanh nghip hng u ngnh da giy Vit Nam, chim 15% th trng trong nc vi doanh thu ni a hn 1.000 t ng v t trng xut khu t 50% trong c cu doanh thu cng ty nm 2012. Sn phm Biti's tiu th n hn 40 quc gia v khu vc trn th gii, trong c nhng th trng ni ting v kh tnh nht. b. Mt s mc son ng nh ca Bitis Nm 2001, Biti's c T chc BVQI v QUACERT cp giy chng nhn t tiu chun h thng qun l cht lng quc t ISO 9001 : 2000. Hai ln t thng hiu quc gia Vit Nam Value (cc nm 2008 v 2010). Nhn gii thng "Thng hiu u ngnh Hng Vit Nam cht lng cao" nm 2007. Ba nm lin (2005 -2006 - 2007) l doanh nghip ot Cp vng Top Ten thng hiu Vit uy tn cht lng do Lin hip cc Hi Khoa hc v K thut Vit Nam t chc.

Phn tch SWOT a ra nhng vn /c hi thng hiu 2. To dng vo qun tr thng hiu nh v thng hiu. Xc lp tm nhn v s mng thng hiu Thit k h thng nhn din thng hiu (Tn gi, Logo, khu hiu, on nhc, bao b) Bo v thng hiu Qung b thng hiu Khai thc thng hiu X l cc tnh hung thng hiu nh gi v nh gi thng hiu; Duy tr v pht trin gi tr thng hiu 3. Kt lun
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