CHIN LC PHN PHI Mng li phn phi ca Vinamilk l mt li th cnh tranh c th mnh hn hn cc i th khc trn th trng Vit Nam.

Cng ty s hu mt mng li phn phi rng ln trn c nc, l iu kin thun li a sn phm n s lng ln ngi tiu dng. 1. Chnh sch i l Vinamilk c nhng u i i vi i l h tr thnh nhng ngi bn thn thit, chung thy vi sn phm ca mnh. Trng hp vi phm hp ng, cng ty kin quyt ct b lm gng cho cc i l khc. H thng i l phn thnh 2 loi: Nhm cc sn phm v sa ( sa c, sa bt) : vi nhm ny Vinamilk t ra iu kin thit yu phi gi cam kt khng bn bt k sn phm sa no khc. Nhm sn phm kem, sa ti, sa chua: ch trng m rng ri v Thng i vi cc i l, ty thc vo v tr, a im bn hng m cng ty quy nh doanh s v thng cho i l theo qu, theo thng. 2. Qun l v xy dng h thng phn phi Hin nay cng ty c 2 knh phn phi: Phn phi qua knh truyn thng: (220 nh ph phn phi c lp ti hn 64 tnh thnh v hn 140.000 im bn l trn ton quc) thc hin phn phi hn 80% sn lng ca cng ty. Vinamilk m 14 phng trng by sn phm ti cc thnh ph ln. khng hn ch ngt ngho cc iu kin.

 Phn phi qua knh hin i: ( h thng siu th, metro) Vinamilk c li th thng qua h thng cc nh my sa c u t tri di nhiu a phng trong c nc. Vi mt mng li phn phi u khp ton quc cng nh cc knh trc tip khc nh: bnh vin, siu th, trng hcVinamilk c kh nng chuyn nhng bt li t pha nh cung cp bn ngoi sang cho khch hng. 2.1 Qun l knh phn phi qun l hiu qu cc knh phn phi trn th trng, Vinamilk ang s dng cc ng dng cng ngh thng tin hin i tiu biu nht, l: H thng Oracle E Business Suite 11i: chnh thc a vo hot ng thng 1 nm 2007. Kt ni n 13 a im gm: tr s, nh my, kho hng trn ton quc. ng dng gii php qun tr mi quan h vi khch hng ( Customer Relationship Managemen SAP ) y l gii php tip cn hiu qu vi chnh nhng khch hng ca Vinamilk, gip cng ty thu thp y thng tin v nhu cu khch hng t a ra cc chnh sch xy dng v pht trin mng li phn phi cho ph hp nht. H thng Hoch nh Ngun lc Doanh nghip Enterprise Resource Planning ( ERP ): cng c h tr nhn vin, cho php mng li phn phi Vinamilk trn c nc c th kt ni thng tin ti trung tm trong c hai tnh hung: online v offline. Thng tin tp trung gip Vinamilk a ra cc x l kp thi cng nh h tr chnh xc vic lp k hoch. Vic thu thp v qun l cc thng tin bn hng ca i l l c th p ng kp thi, em li s tha mn cho khch hng cp cao hn.

Vinamilk qua cng qun l xuyn sut cc chnh sch gi, khuyn mi trong h thng phn phi. Trong khi i tng quan trng l khch hng u cui cng c hng li nh cht lng dch v ngy cng c ci thin. 2.2 Xy dng mng li phn phi Trong nm 2008, Vinamilk u t hn 7000 t ng, t mt cho h h tr cho mng li phn phi ca mnh, Vinamilk m 14 phng thng phn phi hng lnh v hn 300 xe ti nh cho cc nh phn phi. Th. Vinamilk c k hoch m thm chin dch marketing ng thi pht trin thm cc im bn l tng doanh thu. Bn cnh mng li phn phi trong nc, cng ty cn c cc nh phn phi chnh thc ti Hoa K, Chu u, c v Thi Lan. Trong tng lai, tip tc thit lp mng li phn phi ti Campuchia v cc nc lng ging khc. Cng c h thng v cht lng phn phi nhm ginh thm th phn ti cc th trng m Vinamilk c th phn cha cao c bit l vng nng thn v th nh. 3. i ng qun l v bn hng i ng bn hng nhiu kinh nghim va h tr cho cc nh phn phi phc v tt hn cc ca hng bn l v ngi tiu dng ng thi qung b sn phm ca cng ty. Kim lun nhim v h tr cc hot ng phn phi v pht trin cc quan h vi cc nh phn phi v bn l mi. i ng bn hng c kinh nghim phn tch xc nh th hiu v xu hng tiu dng, tip cn thng xuyn vi ngi tiu dng cc im bn hng. trng by ti cc thnh ph ln nh: H Ni, Nng, TP.H Ch Minh v Cn

Kinh nghim qun l tt c chng minh bi kt qu hot ng kinh

doanh bn vng, Vinamilk c qun l bi mt i ng qun l nhit tnh v nhiu kinh nghim trong nghnh. Vng ngh v c th theo kp s thay i ca th trng. Vinamilk c i ng qun l hng mnh v y tham vng gn b vi cng ty t khi Vinamlik cn l doanh nghip 100% vn Nh nc. Nh s dn dt ca i ng qun l ny, Vinamlik t c nhiu thnh cng nh lt vo danh sch mt trong 10 cng ty t gii hng Vit Nam cht lng cao lin tc t nm 1995 n nm 2007, t gii thng Cng ngh Sng to ca T chc S hu Tr tu Th gii nm 2000 v nm 2004 cng nh nhiu gii thng khc ca chnh ph Vit Nam.