Chu I Cung NG Coca Cola

Qun tr Logistics GVHD: TS.
L Phc Ha
1

TNG QUAN
HOT NG LOGISTICS
CA CNG TY COCA-COLA VIT NAM

Vo nm 1886, ln u tin Coca-Cola c gii thiu n cng chng
Atlanta, tht s thu ht c s ch ca hu ht nhng ngi thng thc bi
hng thm tuyt vi v mu sc hp dn. Thi gian qua i, hng thm y, mu
sc y c bo qun v gi gn bi nhng con ngi cn mn ang ngy m
tham gia sn xut, phn phi v xc tin tiu th sn phm Coca-Cola trn khp
th gii bng chnh tnh cm v nhit huyt h ginh cho Coca-Cola. Nh vy,
Coca-Cola tr thnh nc gii kht ni ting ton cu.
Thi gian tri i nhng Coca-Cola lun gi vng v th ng u khng ai
snh kp trong ngnh cng nghip nc gii kht, c c thnh cng vy nh mt
phn rt ln vo s iu ha, kt hp nhp nhng ca cc thnh vin trong chui
hot ng logistics ca coca cola. Vy chui hot ng y c vn hnh v lin
kt nh th no?

Qun tr Logistics GVHD: TS. L Phc Ha
2
Mc lc
1 Chng 1 : Gii thiu v cng ty coca-cola ...................................... 3
1.1.1 S lc v lch s hnh thnh ....................................................... 3
1.1.2 Tng quan Coca cola..................................................................... 4
2 Chng 2 : Tm hiu v hot ng logistics ca cng ty Coca Cola
7
2.1. M hnh chui logistics ca cng ty Coca Cola Vit Nam: ....... 7
2.2. M hnh Scor ca Coca Cola : ..................................................... 9
2.2.1. Hoch nh: ................................................................................ 9
2.2.2. Dng inbound logistics : .......................................................... 10
2.2.3. Thc hin .................................................................................. 11
2.2.4. Dng outbound logistics ( Phn phi ) ................................... 12
2.2.5. Dng return Logistics .............................................................. 13
3 Chng 3 : nh gi chui logistics Coca Cola: ............................ 15
3.1. Nhng im tt, u im ca chui logistics : ......................... 15
3.2. Nhng im hn ch trong chui logistics cng ty Coca-Cola:
17
3.3. Kin ngh gii php cho Coca Cola : .................................. 19
3.1.1 Thit lp 1 chui cung ng mi cho cng ty Coca Cola VN: .. 19
3.1.2 Chin lc pht trin mi trng bn vng ca Coca Cola: . 20
3.1.3 Lm xanh cc khu trong chui cung ng: .......................... 22
3.4. Kt lun: ................................................................................ 27

3
1 Chng 1 : Gii thiu v cng ty coca-cola
1.1.1 S lc v lch s hnh thnh
Coca-cola l cng ty xn sut nc gii kht c gas s 1 trn th gii. Ngy
ny tn nc gii kht Cocacola gn nh c coi l mt biu tng ca nc
M, khng ch M m gn 200 nc trn th gii. Cng ty phn u lm ti
mi th trng ,lm phong ph ni lm vic,bo v mi trng v cng c truyn
thng cng chng.
Trn th gii Coca-cola hot ng trn 5 vng lnh th: Bc M,M
Latinh, Chu u, Chu , Trung ng v Chu Phi

Chu cng ty hot ng ti 6 khu vc:
Trung Quc
n
Nht Bn
Philipin
Nam Thi Bnh Dng & Hn Quc
4
Khu vc Ty v ng Nam
1.1.2 Tng quan Coca cola.
1.1.2.1 Gii thiu v tp on coca-cola
Tri qua hn 100 nm k t ngy thnh lp, Coca-Cola vn lun phn chiu
nhng bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tng
thy ca ton cu. T Chu u, ni mt th trng hp nht ang mang n nhng
c hi ht sc hp dn, n Chu M La-tinh, ni nhng nn kinh t ang hi
phc cho php khai thc nhng tim nng y ha hn, Coca-Cola lun th hin
s li cun tuyt vi. Th k trc chng kin nhng bc tin ngon mc
trong lch s nhn loi. Th k ny tip tc ha hn nhng pht trin trng i hn
na. V trong nhng giai on bin chuyn , vn lun lun c mt s bt bin
rng nhu cu gin n ca mi ngi c gii kht cho sng khoi , ang v
s c Coca-Cola p ng tt hn bt k sn phm no khc tng c to ra.
T tin bc ti th k mi, Coca-Cola vn s l biu tng trng tn, mt biu
tng v cht lng, s chnh trc, gi tr, sng khoi v nhiu hn th na.
1.1.2.2 Cc mc pht trin ca Coca-cola:
Vo ngy 08/05/1886, dc s John Stith Pemberton ch ra mt loi sir
sa v bn n cho mt ca hng dc phm ln nht Atlanta (M). Nhng sau 5
nm kinh doanh loi sir ny ch vi 9 sn phm bnh qun c bn trong mt
ngy, Pemberton khng th nhn thy s thnh cng ca sn phm do chnh ng
to ra. ng mt vo nm 1888, cng nm vi s xut hin ca nh doanh nghip
Asa G. Candler mua li c phn ca Coca-Cola.
Trong 3 nm, Candler v hip hi ca ng ta qun l cng ty vi ngun u
t l 2,300 nghn USD. Cng ty ng k tn nhn hiu l Coca-Cola vi vn
phng U.S Patent vo nm 1893 v i mi n bt u t lc .
Nm 1895, nhng nh my sn xut u tin ngoi Atlanta c m ca ti
cc bang nh Dallas, Texas, Chicago, California, Illinois v Los Angeles ca nc
M. ng Candler bo co cho cc c ng rng Coca-Cola ang c bn ti
mi bang v mi vng trn ton nc M.
5
Nm 1911, mt nhm u t m ngi dn u l Ernest Woodruff, ch
ngn hng Atlanta, mua li Cng ty Coca-Cola t cc c ng ca Candler.
Bn nm sau, Robert W.woodruff, con trai 33 tui ca Ernest tr thnh ch tch
tp on v dn dt cng ty i vo thi k mi ca s pht trin trong v ngoi
nc qua hn 6 thp k sau .
Trong 5 nm gn y, Coca-Cola dnh 1 t USD cho vic a dng ho
thng qua s giao ph ton quyn v cc chng trnh cho cc b phn nhn s
to ra nhiu c hi cho cc c nhn v cc nh kinh doanh nh.
1.1.2.3 Gii thiu v Coca-cola Vit Nam
Tp on Coca-Cola c sng lp t nm 1982 ti Hoa K, hot ng trn
200 quc gia trn th gii. Ti Vit Nam, cng ty Coca-Cola hot ng sn xut
kinh doanh trn 10 nm vi nhng mt hng ni ting nh: Coca-Cola, Fanta,
Sprite, nc cam p Splash, nc ung ng chai Joy, nc tng lc Samurai,
Schweppes, bt gii kht Samurai, bt Sunfill vi cc hng Cam, da, du.
o Tn giao dch: Cng ty TNHH NC GII
KHT COCA-COLA VIT NAM
o Tn nc giao dch nc ngoi:Coca-Cola
Indochine Pte.Ltd., Singapore
o Tn vit tt: Coca-cola
o Ngnh ngh kinh doanh:Sn xut v ng chai nc gii kht c gas
mang nhn hiu coca-cola
o a ch: Phng Linh Trung-Qun Th c-Tp H Ch Minh
o Website:www.coca-cola.com.vn
o in thoi:84 8961 000
o Fax:84 (8) 8963016
o Hnh thc u t: 100% vn nc ngoi
o Tng vn u t: 358.611.000 USD
o Vn php nh: 163.836.600 USD
6
o Mc tiu: Sn xut cc loi nc gii kht Coca-Cola, Fanta,
Sprite...
o Vn u t thc hin: 399.058.438 USD
o i din: ng David Wiggleswort, Tng gim c
o Doanh thu nm 2009: 70.492.065 USD
o Doanh thu nm 2010: 75.213.927 USD
o Np ngn sch nh nc nm 2009: 7.752.552 USD
o Np ngn sch nh nc nm 2010: 9.167.110 USD
o S lao ng: 976 ngi.
1.1.2.4 Cc mc pht trin ca Coca-cola Vit Nam:

1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.
Thng 2 nm 1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh
doanh lu di.
Thng 8 nm 1995: Lin Doanh u tin gia Coca-Cola ng Dng v
cng ty Vinafimex c thnh lp, c tr s ti min Bc.
7
Thng 9 nm 1995: Mt Lin Doanh tip theo ti min Nam mang tn
Cng ty Nc Gii Kht Coca-Cola Chng Dng cng ra i do s lin kt
gia Coca-Cola v cng ty Chng Dng ca Vit Nam.
Thng 1 nm 1998: Thm mt lin doanh na xut hin ti min Trung -
Coca-Cola Non Nc. l quyt nh lin doanh cui cng ca Coca-Cola ng
Dng ti Vit Nam, c thc hin do s hp tc vi Cng ty Nc Gii Kht
Nng.
Thng 10 nm 1998: Chnh Ph Vit Nam cho php cc Cng ty Lin
Doanh tr thnh Cng ty 100% vn u t nc ngoi. Cc Lin Doanh ca Coca-
Cola ti Vit Nam ln lt thuc v quyn s hu hon ton ca Coca-Cola ng
Dng, v s thay i ny c thc hin trc tin bi Cng ty Coca-Cola
Chng Dng min Nam.
Thng 3 n thng 8 nm 1999: Lin doanh ti Nng v H Ni cng
chuyn sang hnh thc s hu tng t.
Thng 6 nm 2001: Do s cho php ca Chnh ph Vit Nam, ba Cng ty
Nc Gii Kht Coca-Cola ti ba min hp nht thnh mt v c chung s
qun l ca Coca-Cola Vit Nam, t tr s ti Qun Th c Thnh Ph H
Ch Minh.
T ngy 1 thng 3 nm 2004: Coca-Cola Vit Nam c chuyn giao
cho Sabco, mt trong nhng Tp on ng Chai danh ting ca Coca-Cola trn
th gii.
Coca-cola Vit nam hin c 3 nh my ng chai trn ton quc:H Ty-
Nng-H Ch Minh vi tng vn u t trn 163 triu USD.
2 Chng 2 : Tm hiu v hot ng logistics ca
cng ty Coca Cola
2.1. M hnh chui logistics ca cng ty Coca Cola Vit
Nam:

8

9
2.2. M hnh Scor ca Coca Cola :
M hnh Scor bao gm h thng cc nh ngha quy trnh c s dng
chun ho cc quy trnh lin quan n qun tr chui cung ng. Cc quy trnh
chun c phn chia thnh 4 cp : loi quy trnh, hng quy trnh, cc yu t v
trin khai.

M hnh SCOR ca cng ty COCA COLA
2.2.1. Hoch nh:
doanh nghip hot ng mt cch c hiu qu th vic ln k hoch sn
xut kinh doanh l iu rt quan trng. ng gp vo s thnh cng ca coca cola
khng th khng ni ti nhng k hoch sn xut kinh doanh ca cng ty.
Nh chng ta bit, hoch nh chui cung ng l mt qu trnh u vo v u
ra. u vo ca hoch nh chin lc l thng tin v chin lc, nhu cu, ngun
lc hin ti chui cung ng. Cn u ra l mt bn hoch nh cung ng kh thi
c th p ng nhu cu pht trin chin lc kinh doanh.
Giao
hng
Mua
hng
Sn
xut
Giao
hng
Thu hi Thu hi
Mua
hng
Mua
hng
Thu hi

HOCH NH
CHUI CUNG
NG
Nh Cung
cp
Cng ty
Coca Cola
i l Ngi tiu
dng
10
Nh c k hoch kinh doanh di hn m coca cola c th tn dng c
mi ngun lc v d tr nguyn vt liu, qun l ti chnh cht ch c th u
t mt cch hiu qu nht. Chnh sch kinh doanh gip iu tit cung cu trn th
trng p ng mong mi ca ngi tiu dng. Hn ch nhng ri ro khng
nhng cho doanh nghip trung tm m cho ton b chui cung ng.
Mt s cng tc hoch nh gm:
o Hoch nh chin lc ngun cung
o Hoch nh chin lc sn xut
o Hoch nh chin lc logistisc v giao hng
o Hoch nh vic hon tr sn phm
Qua vic hoch nh trn s tr li c nhng cu hi:
o Liu c cn pht trin thm ngun cung mi?
o Liu c nn m hay ng ca cc trng tm nh my v trung tm
phn phi?
o Liu c nn thay i cng sut vn hnh?
o C nn thay i danh mc sn phm?
o T sn xut hay thu ngoi?
o C nn thu ngoi hot ng logistisc?
2.2.2. Dng inbound logistics :
Vi mt sn phm bt k,iu quan trng u tin l nguyn liu sn
xut. Nguyn liu bao gm nhng g,s lng bao nhiu,cht lng ra sao,v
c cung cp bi ai?
Cc cng ty cung cp nguyn vt liu to ln sn phm coca cola bao gm:
Cng ty Stepan ng ti bang Illinois l nh nhp khu v ch bin l coca
dng cho sn xut nc Coke.
Cng ty trch nhim hu hn dynaplast packaging ( Vit Nam ) cung cp
v chai cht lng cao cho coca cola.
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Cng ty ch bin stepan l cng ty chuyn cung cp l coca cho cng ty
coca cola. (cng ty Stepan chuyn thu mua v ch bin l coca dng sn xut
nc coca cola).
Cng ty c phn Bin Ha vi thng hiu sovi cung cp cc thng carton
hp giy cao cp bo qun v tiu th ni a cho cng ty nc gii kht coca
cola Vit Nam
2.2.3. Thc hin
Sau khi chn c cc nh cung cp, Cng ty s lp lch trnh sn xut
v sn xut. Vic lp lch trnh sn xut s c lp theo tun, mi tun s sn xut
ra bao nhiu thng coca qua vic da vo nhu cu tinh v sn phm ny ( nhu cu
tinh l nhu cu thc t ca sn phm, n c c qua vic d bo v s liu v t
hng ca khch hng)
Sau y nhm chng ti xin gii thiu s qua v qui trnh sn xut sn
phm coca cola :
Cc v chai c vn chuyn bi bng chuyn t gi k n nh my, ti
y cc chai c tho ra v phn loi da vo tui th v loi nc cha bn
trong sau ny.
Sau khi c m np v quan st, chai s c gi n my ra. Thit b quan
st ny s kim tra cht c trong chai s dng thit b o lng dn xut,
mu sc iu khin bng laser, hng ngoi. Mt chu trnh c tin hnh nhm
kim tra v sinh tuyt i ca chai. B phn sau my ra c iu khin bi
mt PLC th hai cung cp cc tn hiu iu khin thng qua PROFIBUS-DP v
iu khin vn tc ca bng ti s dng b truyn ng thay i vn tc c. Sau
khi c lm sch, b phn kim tra kim tra chng c ng kch c, bin
dng, r r, hng ren, mu sc v cc hng hc khc. Mi chai c kim tra trong
khi di chuyn s dng h thng x l nh v n chp bo hiu. b phn in
y, l trung tm ca nh my v iu khin vn tc chu trnh ca ton b nh
my, cho ra 50,000 chai mt gi. N c s dng 1 bng chuyn vi 154 trm
in y, y cc chai ln u tin c in y vi cacbon ioxit lm gim
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thi gian in y. S cn bng p sut trong chai m bo chai c in y m
khng b dng xoy, mc cht lng trong chai c iu khin bng in t
dn xut ca sn phm.
Sau cc chai c a i dn nhn vi cc d liu sn xut. Sau khi c ng
gi, sn phm hon chnh c th c ct trong kho giao cho khch hng.
Sn phm cht lng cao c bo m bi nh my x l nc hin i, mt
thit b pha trn thng minh, mt nh my ccbon ha cho vic lm giu CO2 v
b thu thp d liu sn xut trung tm(PDA). Sau khi x l nc bng mn lc
(lc cacbon hoc tnh) v lm giu vi cacbon ioxit, tt c thc ung c thm
vo si r hoc ng c trc tip pha trn v iu khin x dng phng php
trc tip trnh vic lu tr trung gian cc thc ung thnh phm.Tt c cc d
liu sn xut c gi n b PDA v c th c xem xt ti mt PC ti phng
gim st cht lng bi ngi qun l
2.2.4. Dng outbound logistics ( Phn phi )
Nm qua hot ng coca cola Vit Nam rt kh quan. Sn phm ca coca
cola t c mc tng trng cao. Hin c 50 nh phn phi ln, 1500 nhn
vin, hng nghn i l phc v ngi tiu dng Vit Nam.
Ni chung th trng nc gii kht Vit Nam tng trng rt nhanh
khong 15% mt nm. Ring coca cola c mc tng trng nhanh hn.
Sn phm ca coca cola c sn xut ti ba nh my ln t TP H Ch
Minh, Nng v H Ni. Vi ba nh my ba min to thun li cho cng ty
m rng mng li phn phi ba min cung cp y sn phm cho cc i l
cc khu vc ny. i vi nc gii kht khu phn phi l rt quan trng. Vic
pepsi vo th trng Vit Nam trc ln lm gi nhiu th phn hn coca cola. V
th coca cola vn phi m rng cc i l phn phi thng qua cc i l, cc qun
cafe, nc gii kht nh hng. Thu ht cc i l bng cc hot ng h tr cc
i l nh : tng d, h tr trang tr ca hng, h tr ti chnh.
Sn phm coca cola c by bn ti cc im bn trn khp c nc c
siu th, cc ca hng nh l.
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Trn th gii c khong 14 triu im phn phi sn phm coca cola v mi
ngy trn th gii c khong 1 t sut coca cola c tiu th. Vit Nam c 3
nh my ng trai trn ton quc v s im bn hin c trn thi trng khong
130 000 im bn.( nm 2008).
Ti BIG C nu t chn vo gian hng by bn nc gii kht bn s thy
s hin hu ca sn phm coca cola vi nhng v tr by bn rt c li th. Sn
phm coca cola bao gi cng c by ngang tm mt hoc ngy trc v gia
hnh lang hay nhng ni bt mt nht. Tt nhin c c v tr u th nh
vy coca cola cng phi b ra mt hon chi ph khng nh cht no.
2.2.5. Dng return Logistics
c nhng thnh cng ln ca Coca-cola trn th trng Vit Nam hin
nay, th nhng nh lm marketing thc s to c hiu qu trong vic s dng
cng c truyn thng ca mnh. Hiu c tm l ca ngi tiu dng, Coca-cola
khng qun rng hot ng khuyn mi l mt trong nhng cng c tt nht
qung b hnh nh ca sn phm n vi ngi tiu dng. Cng ty Coca-Cola Vit
Nam va khi ng chng trnh khuyn mi trn ton quc dnh cho gii tr
nng ng: Bt np Sp i Trng i. im khc bit ca chng trnh
ny vi cc chng trnh khuyn mi thng thng l tinh thn ch o Chung
hng nim vui dnh cho nhm bn hn l mt c nhn. Tinh thn ny c th
hin t cch thc trng thng: ghp i cc np chai hay khoen lon trng
thng n nhng gii thng m gii tr yu thch. Khch hng khi ung cc sn
phm chai v lon nc gii kht c sn xut bi Coca-Cola Vit Nam nh
Coca-Cola, Fanta Cam, Sprite, Samurai, Thums Up s c c hi trng thng cc
gii hp dn nh xe Piaggio LXV 125, in thoi di ng Sony Ericsson W700i,
ng h v o thun Coca-ColaCc gii thng khng n thun l cc vt dng
m cn l cch gii tr th hin c tnh cng nh phong cch thng thc cuc
sng ca h. Cc bn tr khi ung chai hoc lon cc sn phm ca Coca-Cola Vit
Nam s c c nhng np chai hoc khoen lon c hnh mt na ca gii thng.
Nu ghp 2 np chai hoc 2 khoen lon c nhng k hiu tng ng nhau nh
14
trong iu l th s trng gii. Nh vy c hi trng gii s cao hn nu cc khch
hng tr t 2 ngi tr ln cng nhau phi hp v su tm cc thng tin may mn
ny! Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca
cng ty tng ln, m n cn th hin gi tr m cng ty mang li cho cc khch
hng ca mnh. y l mt cng c truyn thng c lc khng ch ring Coca-
cola s dng m hu nh cc cng ty khi i vo hot ng cng xem y l mt
cch thc pht trin th phn ca mnh.
Ngoi ra, Cocacola Vit Nam thng xuyn t chc cc hot ng b ch,
y ngha vi khch hng, c bit l cc chng trnh dnh cho gii tr. Cc
hot ng ny to cho coca mt hnh nh i mi, sng to, y nng ng, lc
quan, hnh phc v y cun ht. Cc hot ng ny to s thn thuc v gn gi
hn gia Coca-Cola v ngi tiu dng bng nhng hot ng y bt ng v
sng to nh:
T chc Chin dch Happiness Factory: nhm th hin th gii bn trong
y sinh ng v say m ca mt chai Coca-Cola v truyn cm hng lc
quan n ngi tiu dng, c trin khai di nhiu hot ng sng to,
th v. Nhn dp ny, Coca-Cola cng dnh gn mt triu mu sn phm
dng th cho ngi tiu dng ti cc thnh ph ln nh H Ni, H Ch
Minh v Cn Th.
"Ht cng Coca-Cola" - C hi cc bn tr th ti ca ht : L mt trong
lot cc hot ng tng bng ca chin dch Ung l BRRRR ang c
Coca-Cola trin khai trn ton quc, cuc thi BRRRR-KOOL SUMMER
c t chc khuyn khch tinh thn lun th hin v tri nghim nhng
iu mi m gii tr cuc sng lun trn ngp nim vui v hng khi.
Coca-Cola mong mun mang n mt cm gic sng khoi hon ton mi
l, c o v khng ging vi bt k tri nghim no trc cho ngi
tiu dng.
15
3 Chng 3 : nh gi chui logistics Coca Cola:
3.1. Nhng im tt, u im ca chui logistics :
Coca cola Vit Nam xy dng
mt chui cung ng, logistics
thnh cng.
Mc d vo th trng Vit Nam
sau pepsi nhng cng ty TNHH Coca
Cola Vit Nam xy dng rt tt chui
cung ng ca mnh.
iu c minh chng bi sn lng tiu th sn phm ca coca cola
ng nht, nh trong th trng gii kht ca Vit Nam. Vo Vit Nam vi nhng
thiu thn v c s vt cht k thut cng nh s ngho ln lc hu nhng Coca
Cola VN cng tng bc khc phc kh khn pht trin mt cch ln mnh v
chim c s tin yu ca ngi tiu dng Vit Nam.
C c thnh qu trn nh vo s vn dng, qun l tt ca chui cung
ng. Thc hin i mi mt cch ng b, thng nht. c c nhng chin
lc kinh doanh lu di nh vy i hi s n v hp tc mt cch ti u gia
cc khu trong chui cung ng nh : nh cung cp vt liu, doanh nghip , vn
chuyn kho bi, cc nh phn phi bn bun bn lv nhiu yu t khc.
Nm bt, x l thng tin mt cch nhanh nhy.
Nm bt v x l thng tin l mt yu t v cng quan trng trong chui
cung ng. Chui cung ng c thnh cng v trn chu c hay khng ph thuc
vo s tng tc v thng tin ca cc thnh vin trong chui.
Trong cuc u gia coca cola v pepsi gi vng c th phn ca
mnh th cc b phn trong chui cung ng ca coca phi hp rt nhp nhnh
c th p tr li cc hnh ng ca pepsi trn th trng.
V d: khi pepsi c nh gim gi hay khuyn mi th ngay lp tc cc
nh phn phi i l ca coca cng ng lot gim gi khuyn mi
16
lm c iu ny i hi h phi thit lp mng li thng tin xyn
sut chnh xc v nhanh nhy.
Bt kp vi thi i coca cola Vit Nam cng c nhng chiu thc tro
bn hng trn mng p ng nhu cu ca cc bn tr am m internet v s tin
dng m cuc sng hin i em li. Hin nay sn phm ca coca cola c
tro bn, gii thiu trn mt s mng x hi v din n.
Tn dng ti a mi ngun cung trong chui logistics.
l ngun cung v nguyn liu nhin liu gi r v sn c. Ngun cung
lao ng di do v c tay ngh cao, ngi lao ng cn c chu kh, sang to
Qun l v lp k hoch sn xut kinh doanh
doanh nghip hot ng mt cch c hiu qu th vic ln k hoch sn
xut kinh doanh l iu ti quan trng.
ng gp vo s thnh cng ca coca cola khng th khng ni ti nhng
k hoch sn xut kinh doanh ca cng ty. l nhng tin c bn cng ty
c th ng vng trn th trng cng nh ch ng trong sn xut kinh doanh v
vn hnh chui cung ng ca mnh. Nh c k hoch kinh doanh di hn m coca
cola c th tn dng c mi ngun lc v d tr nguyn vt liu, qun l ti
chnh cht ch c th u t mt cch hiu qu nht. Chnh sch kinh doanh
gip iu tit cung cu trn th trng p ng mong mi ca ngi tiu dng.
Hn ch nhng ri ro khng nhng cho doanh nghip trung tm m cho ton b
chui cung ng.
Pht trin quan h khch hng v qun l tt nhn s cng l mt
thnh cng ca coca cola
Mc d c mt Vit Nam sau pepsi nhng coca cola Vit Nam khng
ngng m rng th trng v tm kim khch hng.
Coca cola dn dn chim c v th rt ln trong lng ngi tiu dng
Vit Nam. Tr thnh sn phm quen thuc i vi cuc sng ca tng c nhn v
tng gia nh Vit.
17
c c thnh cng y coca cola khng ngng tung ra cc chiu
qung co, tip th c sc ph hp vi nt vn ha ngi Vit. Cng vi mt lot
cc chng trnh khuyn mi , gim gihp dn.
3.2. Nhng im hn ch trong chui logistics cng ty
Coca-Cola:
Cha c s lin kt v r rng gia cc yu t mt xch trong chui
cung ng.
l tnh trng chung ca nhiu chui cung ng, logistics v rt tic coca
cola Vit Nam cng mc phi tnh trng ny. H cha thng nht c thng tin
gia cc yu t trong chui cung ng vi nhau v cha tht s lin kt mt cch
cht ch dn n nhng bt ng quan im, li ch. in hnh l v vic coca
cola Vit Nam kin cc i l ca mnh nm 2005.
Coca-Cola thu ht cc i l c quyn bng nhng chnh sch u i hp
dn, to s gn b gia cng ty v i l: Cc i l khng c bn cc sn phm
ca cc i th cnh tranh, b li Coca-Cola s tr cho cc i l tin chit khu
c quyn 1.000 ng/kt.
Nhng trong qu trnh giao nhn hng, vic ghi ha n rt s si. Cc i
l hu nh khng c mt giy t no c gi tr php l rng buc. Ngc li,
cng ty cn c vo giy xc nhn cng n kin theo th dn s. Ch ring 10 i l
ang l b n trong cc v kin i n ca Coca-Cola m TAND TPHCM ang
th l gii quyt, s tin n hng ln n gn 6 t ng, cha k li sut qu hn
v gn 70.000 kt v chai quy thnh tin.
V vic ny gy ra khng t tn hi cho coca cola Vit Nam v lm mt
i hnh tng ca coca cola trong lng nhng ngi tiu dng.
Pht trin v qun l nhn s cha tht s mang li hiu qu ti u
Cuc chin gia coca cola v pepsi l mt v d minh chng d dng cho
nhn nh trn.
Trn th trng tiu th ton cu th lng tiu th ca coca cola bao gi
cng nhnh hn pepsi nhng Vit Nam th ngc li. Ti sao li nh vy?
18
Trn sn chi ton cu, Coca-cola chim th thng phong so vi
Pepsi nh chin lc tip th v qung co ca h. Ring th trng Vit Nam,
Pepsi khng nhng c c mt h thng phn phi tt trn ton x Vit Nam
(nh ti trc) m h cn c c nhng nh qun l v iu hnh gii c th v
nh nhng tng qun.
H l nhng ngi Vit khng nhng am hiu cng ngh tip th m
ng thi h cng rt am hiu tm l ca ngi Vit iu ny rt quan trng.
Nh vy, Pepsi lun y lui bt c t phn cng ginh git th trng no ca
Coca-cola. y l iu m coca cola vn cn thiu v yu.
Cc khu vn chuyn kho bi, bo qun, qun l cng nh gim st
sn xut cha c s thng nht cht ch v qun tr cung ng.
Do cha thc hin tt cng tc vn chuyn v kho bi dn ti mt s sn
phm ca coca cola b khch hng phn ln cha ht hn s dng b mc hng.
C th nguyn nhn do v trai b h trong qu trnh vn chuyn.
Cng tc gim st sn xut khng tt dn ti li trong cc sn phm nh
xut hin pin trong nc coca cola.
iu ny cho thy s thiu lin kt gia doanh nghip sn xut vi vi cc
nh phn phi, cc i l ca mnh. Mi xy ra hin tng ng tic sn phm
n tay ngi tiu dng mang nhng li khng th chi ci c.
Cc mt xch trong chui cha c s phi hp nhp nhng v n .
Nm 2005 coca cola Vit Nam b ln n v s dng nguyn liu qu hn
s dng.
iu cho thy rng thc trch nhim ca nh cung cp nguyn vt liu
cha tt thc v qun l lung hng d tr( c th l nguyn vt liu sn xut
coca cola) cn thiu v yu. ng thi cng cho thy s yu km trong cng tc
chuyn ti, lm bt thng tin ca cc thnh vin trong mt xch, gia nh sn xut
v nh cung cp nguyn vt liu.
Chui logistics cha linh hot:
19
Coca Cola cha p ng nhu cu ca khch hng mi ni trn ton th
gii. Sn phm coca cola l sn phm ung c ga, khi ung c v ngt, nht l
khi ung cng vi s to cho ngi ung c cm gic d chu, sng khoi. Nu
trong ba n c mt mn n kh tiu ha th tt nht nn dng km vi Cocacola
s gip ta c cm gic khng b kh chu, y bng. Tuy nhin, dng lm mt
lai nc ung gii kht lu di th khng nn v khng tt cho sc khe v nht l
khng tt cho ngi b bnh tiu ng, mu nhim m. V th m Coca cola cn
phi thch nghi c vi 1 th trng ngi bnh nh th, nhn thy c nhu cu
ca ngi tiu dng m bo gi vng c th trng ca mnh ng thi
khuch trng c th phn hn na.
3.3. Kin ngh gii php cho Coca Cola :
3.1.1 Thit lp 1 chui cung ng mi cho cng ty Coca Cola VN:
M hnh Chui cung ng, logistics xanh ( Green Logistics )
Mt chui logistics hon ho khng ch dng li mc tiu to ra cc gi
tr tng thm m cn phi hng n mc tiu xa hn l pht trin bn vng, ngha
l cn xem xt trn phng din mi trng v sc khe cng ng.
Trong vi nm tr li y, cc cng ty a quc gia v ang n lc hon
thin chui cung ng ca mnh thng qua vic xy dng nhng chui cung ng
thn thin vi mi trng Chui cung ng xanh (The Green Supply Chain).
Khng ch bo v mi trng, chui cung ng xanh cn c xem l mt li th
cnh tranh ca cc cng ty trong vic m rng th trng v gia tng li nhun.
T chc SCC (The Supply-Chain Council), mt t chc phi li nhun
chuyn cung cp cc phng php v cng c chun nhm gip cc cng ty xy
dng v pht trin chui cung ng, a ra m hnh chun v chui cung ng
xanh Green SCOR Model sau y:
20

SCOR Model l mt m hnh chui cung ng khp kn, m t mt h thng
bao gm cc qu trnh c lin kt cht ch thng qua vic trao i thng tin
thng xuyn gia cc i tc trong chui, l:
Lp k hoch cho c chui v cho tng giai on trong chui (Plan);
o Khai thc ngun nguyn vt liu sn xut (Source);
o Ch to sn phm (Make);
o Phn phi sn phm (Deliver);
o Thu hi sn phm (Return Deliver);
o Thu hi ngun nguyn vt liu c ti ch (Return Source).
Xut pht t m hnh trn, SCC xy dng nn m hnh mi GreenSCOR
Model. y l mt m hnh chui cung ng khp kn c b sung vo l
nhng hot ng lin quan n vic qun l mi trng, hay ni cch khc y l
nhng hot ng lm xanh chui cung ng.
3.1.2 Chin lc pht trin mi trng bn vng ca Coca Cola:
Chin lc pht trin bn vng ca COCA-COLA bao ph ton b chui
gi tr, c thc hin thng qua bn chng trnh trng tm:
Thit k sn phm hng n mi trng.
Nhng hot ng tin hnh giai on cui ca chu k.
Qun l mng li cc nh cung ng.
H thng qun l mi trng.
Vi s h tr ca nhng chng trnh ny, COCA-COLA n lc loi b
nhng ri ro, nhm t c s ng thun ca cc c ng v gia tng li
Green Supply
Chain
Environmental
Management
Supply Chain
Management
21
nhun..Mc tiu ca COCA-COLA l pht trin cng ngh tin tin, nhng sn
phm khng gy nh hng n mi trng v c th c ti s dng, ti sn
xut hay tiu hy c.
Nhng nhn t quan trng trong chin lc kinh doanh ca COCA-COLA
l s linh ng, s pht trin v cht lng. Chin lc mi trng ca cng ty c
quan h mt thit n cc chin lc kinh doanh mt s mt sau:
Trong cc quyt nh v hnh ng ca mnh, COCA-COLA lun tnh n mt
thc t l cc vn v mi trng ang c tm nh hng ngy cng ln n d
n pht trin ton cu. COCA-COLA nhn thy c tm quan trng ca vic hp
tc trao i cc vn ton cu cng nh vn v s dng ngun ti nguyn
v kh thi CO2. COCA-COLA tham gia vo cc chng trnh hp tc nghin cu
a ra cc sang kin thng qua cc Hip hi cng nghip v nhng t chc ton
cu. ng thi, COCA-COLA cng ang n lc gim s tiu th nng lng
trong cc hot ng sn xut kinh doanh ca mnh bao gm: nhng ngun nng
lng phc v lm lnh, si m v thp sng khng gian. Trong vn ti, vic tng
cng ct gim chi ph to ra mt tc ng tch cc i mi trng.
Gim lng cht thi l mt mc tiu mi trng c lin quan mt thit n
cht lng sn phm, bao gm: cht lng thit k, cht lng sn phm, cht
lng dy chuyn sn xut v cht lng ca cng vic tin hnh trong giai on
sn xut.
Thng qua h thng qun l mi trng: Cc nh cung ng s c hng dn
bng chng trnh qun l mi trng m bo hiu qu cho vic lp k hoch,
thc hin v kim sot mi trng. H thng qun l mi trng s p ng c
nhng quy nh ca ISO 14001, hoc nhng tiu chun quc t khc. Nhng n
lc ci tin thng xuyn ca cc nh cung ng s c ch dn trong H thng
qun l
Vic thu hi cc vt liu vo cui giai on sau bn hng ti sn xut
cng phi m bo x l an ton cc cht gy hi cho con ngi v mi trng.
Trng tm ca chng trnh ny l:
22
Ti sn xut li nhng ph liu ph phm qua s dng;
Gim st v so snh cc h thng ti sn xut vi nhau;
Hp tc vi cc nh ti sn xut pht trin qui trnh ti sn xut.
COCA-COLA ng h mc tiu thit lp cc phng php ng tin cy
mang li hiu qu sinh thi cho vng i sn phm v tip tc nghin cu gii
php thay th.
Vic tiu th nng lng v ti sn xut sn phm giai on cui ca chu k sng
ca sn phm l mt trong s nhng phng din mi trng quan trng nht.
Mi quan tm ton cu v kh thi CO
2
t qu trnh s dng cc nhin liu hu c
cho thy tm quan trng ca vic s dng nng lng ti nhng giai on khc
trong chu k sng ca sn phm k c giai on s dng sn phm. Lng CO
2

thi ra trong qu trnh vn ti v logistics cng ang l mt mi quan tm ln v
nhng tc ng ca n i vi kh hu. V vy, COCA-COLA ang lm vic cng
vi nhng nh cung cp dch v logistics ca mnh vi mc tiu thit lp cc d
liu ng tin cy v kh thi CO
2
c lin quan n logistics..
Cc mc tiu ca cn t c:
Ph hp vi cc quy nh v mi trng v hin ti v trong tng lai; nh
gii hn trong vic s dng cc cht v nhu cu ti sn xut.
S ph hp gia hot ng ca cc nh cung ng ca COCA-COLA vi
cc tiu chun mi trng m COCA-COLA ra.
Qun l cht ch vic thu hi cc sn phm ca COCA-COLA giai on
cui sn phm.
Thng tin sn phm: COCA-COLA a ra nhng thng tin v sinh thi
vo trong cc sn phm di ng mi nht ca mnh nh: thng tin v vic
tiu th nng lng, s dng nguyn liu, ng gi v ti sn xut.
3.1.3 Lm xanh cc khu trong chui cung ng:
3.1.3.1 Tc ng ca cc khu trong chui logistics n mi trng:
Hiu c nhng tc ng i vi mi trng, COCA-COLA a ra
mt s gii php c th trong tng khu nhm gim thiu nhng nh hng .
23
Trong tt c cc khu, sn xut c tc ng nhiu nht. Do , COCA-COLA rt
ch trng n vic ct gim lng nh hng ca qu trnh sn xut trong chui
cung ng.
3.1.3.2 Cc gii php COCA-COLA thc hin nhm lm xanh trong
tng khu ca chui logistics:
a. Trong qu trnh sn xut:
Qu trnh sn xut ra nc ung ng chai COCA-COLA tri qua nhiu
khu t vic thu thp vt liu th, n vic sn xut ng gi c mt sn phm
hon chnh. thc hin mc tiu ra trong qu trnh sn xut, COCA-COLA
a ra cc gii php sau:
Qun l nh cung ng:
nh gi tng th
COCA-COLA c th thc hin cc nh gi tng th thng qua vic xem
xt mt cch c h thng qu trnh thc hin v h thng qun l cc nh cung
ng m bo ph hp vi cc yu cu ca COCA-COLA. Vic nh gi ny
c thc hin bi cc chuyn gia ca COCA-COLA. Cc chuyn gia c trch
nhim ln k hoch, iu phi, chun b, sau thc hin nh gi. Mt i bao
gm t nht 2 ngi v thi gian nh gi thng thng l hai ngy. Kt qu nh
gi s c thng bo ti cc nh cung ng trong cc cuc hp v t c s
nht tr ca c hai bn. Tt c cc nh gi u c a vo h thng c s d
liu ca COCA-COLA trnh s nh gi trng lp.
nh gi chuyn su:
Bn cnh nh gi tng th, COCA-COLA cn thc hin cc nh gi
chuyn su v iu kin lao ng v mi trng. Cc nh gi da trn quy nh
ca chnh quyn a phng, tiu chun SA8000, v nhng yu cu ca COCA-
COLA. Mc tiu ca COCA-COLA l mi nm tin hnh 5-10 cuc nh gi.
Phng php nh gi bao gm cc cng vic:
o Tham quan c s sn xut ( bao gm tt c c s vt cht, k c khu ni
tr, cng-tin, v cc kho ha cht).
24
o Phng vn ban qun l.
o Phng vn cng nhn.
o Kim tra nhng ti liu lin quan ( nh l bng lng, lch lm vic).
COCA-COLA a ra h thng nh gi i vi nh cung ng thng qua
kim sot vic p ng cc yu cu m COCA-COLA a ra lin quan n vic
ch to sn phm.
o COCA-COLA cn yu cu nh cung ng phi lu danh mc cc bn
thnh phm cung cp cho COCA-COLA. Nhng ti liu ny phi c th
s dng c theo yu cu ra.
o Cc nh cung ng cn kt hp vic xem xt cc vn mi trng trong
qu trnh thit k v m bo vic tho lun v vn mi trng c
lu tm trong chui cung ng ca chnh h.
o COCA-COLA cng kim tra s ph hp vi nhng yu cu ca mnh
cng nh vi cc tiu chun x hi thng qua vic vic kim tra s sch
v thanh tra. Nu pht hin c nh cung ng no khng p ng,
COCA-COLA s yu cu h sa cha v tip tc kim tra.
o COCA-COLA hp tc vi cc nh cung ng pht trin khu hiu v
vic thc hin vn mi trng ca cc thnh phn v nguyn liu
trn cc sn phm.
X l cc cht thi v kh gy nhim
Trong khi vn s dng nng lng mt cch hiu qu l lnh vc quan
trng nht gip COCA-COLA c th pht trin cc hot ng mi trng, th Tp
on ny cn tip tc qun l nhng vn quan trng khc.
Vn s dng nc
Nc c s dng phn ln ti cc c s sn xut ca COCA-COLA
phc cho vic x l nguyn vt liu.
Cht thi
Mc tiu ca COCA-COLA l gim n mc thp nht cc cht thi, c
bit l cc cht thi b thi vo t m khng c x l. Mc d khi lng sn
25
xut ngy cng tng lm cho tng lng cht thi khng th gim xung, nhng
COCA-COLA c th tng t l ti s dng cc cht thi ny t. T l ny bao gm
cc cht rn c ti s dng v ti ch dng lm nguyn vt liu, hay c s
dng lm ngun nng lng nng lng phc v cho qu trnh sn xut
b. ng gi
Khu ng gi c mt chc nng quan trng l bo qun sn phm trong
qu trnh vn chuyn hng ha t c s sn xut n tay ngi tiu dng. Nhng
nh hng trc tip n mi trng trong qu trnh ng gi ph thuc vo loi v
khi lng nguyn vt liu c s dng, cng nh s phn ca cc hp ng gi
ny sau khi ngi tiu dng s dng sn phm. S d vic ng gi c tc ng
gin tip n mi trng v trng lng v kch c ca n nh hng n ngun
nng lng cn thit vn chuyn v tn tr hng ha. Hp ng gi cng nh
cng nh th lng nng lng tiu th tnh trn mt sn phm cng t.
COCA-COLA c th tin hnh cc ci tin mt s khu vc vi vic gim khi
lng ng gi trn mt sn phm v s dng nhiu hn cc nguyn vt liu c
ti sn xut li. Nh vic gim i kch c bao b ng gi m trng lng kin
hng gim xung, ng thi nhiu sn phm hn s c a vo trong mt
khng gian nh trc vn chuyn i. Do , tit kim c nng lng trong
qu trnh d tr vn chuyn, v ct gim mt lng chi ph ng k cho vic vn
chuyn hng ha.
c. Thu hi v ti ch
Ti sao phi thu hi v ti ch cc sn phm qua s dng?
COCA-COLA nhn mnh gi tr ca mi trng vi n lc thu li nhiu
nht lng nguyn liu trong sn phm qua lu thng. Lm c iu ny h
s gim c nhiu nng lng v cht ha hc s dng sn xut nguyn liu
mi cho sn phm. Vi vic bit r s la chn trong thit k v thc hin vic ti
ch mt cch tt nht, h gim c cc tc ng xu i vi mi trng.
Vic thit k sn phm v mng li bo hnh gip ko di thi gian tn ti ca
sn phm. Vic ti sinh ny mang li nhiu li ch. Qu trnh ti sinh bt u bng
26
vic thu hi sn phm, iu phi, phn loi, x l li nhm ti a ha hiu qu
vic ti sinh. y l l do ti sao COCA-COLA rt quan tm n vic thu hi v
la chn nh ti sn xut ( m bo hiu qu thc hin v cc tiu chun v an
ton, sc khe v mi trng cao nht).
COCA-COLA nhn thy trch nhim ca mnh l thu hi li cc sn phm
qu hn hoc khng cn s dng c v x l mt cch c trch nhim l ti ch
n ngay khi c th v xem l ngha v ca mnh i vi mi trng. thc
hin c ngha v , COCA-COLA thit k cc mng li ti ch trn khp th
gii ph hp vi cc tiu chun m COCA-COLA ra. COCA-COLA thc
hin thu hi trn 200 quc gia, vi cc im thu hi ti hn 130.000 trung tm
dch v. Hn na, tt c cc ca hng bn l thuc h thng ca COCA-COLA
u thc hin thu hi thit b c. Cc sn phm c c thu hi t cc knh bn
hng l khc nhau hay c ti ch ti cc quc gia khc. S kt hp cc knh
khc nhau ny lm cho kh nng vt b cc sn phm khng c s dng l hu
nh khng c.
Cc bin php nhm thc hin mc tiu thu hi v ti ch:
Xy dng thc mt chin lc thu hi.
thc ngi tiu dng rt quan trng thu hi li sn phm, v vy
COCA-COLA ang thc y vic thc hin bng nhiu cch. Thch thc ln nht
l nng cao thc tim nng ca ngi tiu dng thu hi nhng ph phm c
v thc y mi ngi lm theo.
COCA-COLA cn thc hin mt vi chin lc nng cao thc thu hi v tip
tc tm ra nhiu cch hiu qu v ph bin hn.
d. Qu trnh s dng sn phm
L mt trong nhng tp on ln nht th gii c mng li trn 200 quc
gia, iu va mang n cho COCA-COLA nhng li th cng nh trch nhim
to ln trong vic gii quyt vn thay i kh hu ton cu trc cc tc ng
ca hot ng thng mi. Si dy lin h chnh gia cc hot ng kinh doanh
vi kh thi gy hiu ng nh knh nm giai on s dng sn phm. COCA-
27
COLA c tnh rng cc hot ng sn xut ring l ca n ch to ra lng kh
thi chim 10% tng lng kh to ra trong sut chu k sng ca sn phm, 90%
cn li n t cc nh cung ng nguyn vt liu, cc nh sn xut linh kin, qu
trnh phn phi.

3.4. Kt lun:
Tuy tnh trng kh khn ca nn kinh k tm i qua, t l lm pht n
nh mc mt con s ; mt doanh nghip ,cng ty mun tn ti v pht trin l
iu khng phi d dng v cn c nhng chnh sch x l tnh hung tht tt.V
d nh vic s dng ngn sch hiu qu hn,vic lp nhng k hoch cho
marketing.Vit Nam cng nh cc nc khc,ang chu nh hng nng n t
suy thoi kinh t ton cu.V vy cng ty Coca-Cola Vit Nam s phi ra nhng
chnh sch cho nm 2014 gi vng c th phn,li nhun Mt iu tt yu
trong khng hong kinh t l ngi tiu dng s ct gim chi ph dnh cho mua
sm,tiu dng tit kim vy iu tt nh hng n vic gim st doanh
thu ca Coca-Cola. Hn na,i th ln ca Coca-Cola l PepsiCo s c nhng
ng thi thu ht th phn ca chng ta. iu khng nhng nh hng n
doanh thu ,th phn trong thi gian khng hong m cn dn n hu qu lu
di.Vi rt nhiu thch thc nh vy,Coca-Cola phi a ra mt chin dch
marketing ngn hn (cng nh tip ni nhng chin dch sau ) duy tr, pht
trin hnh nh, th phn, doanh thu ca Coca-Cola ti Vit Nam.
Qua nhng nghin cu v sn phm Coca-cola ca cng ty Coca-cola Vit
Nam chng ta c th thy y l mt sn phm ang pht trin mnh trn th
trng Vit Nam cng nh th gii. Nguyn nhn chnh l do qun tr chui gi tr
ca Coca-cola ca cng ty c hiu qu cao. Tuy nhin vn cn nhng hn ch ca
chui cung ng cha c ch , xong chui cung ng ca coca cola Vit Nam
t c nhiu thnh cng nht nh, l nh vo s lin kt cht ch c h
thng ca cc thnh vin trong chui. V th cn tn dng ti a nng cao hiu
qu ca qun tr chui cung ng ca Cng ty. T vic phn tch tm hiu trn,
28
nhng cng ty nc gii kht ca Vit Nam cn rt ra bi hc cho mnh c th
pht trin mnh hn. c bit trong iu kin gia nhp WTO, th trng m ca
rng ln v nhng hng nc ngt ni a vn cha sc cnh tranh. Vi nhng
c gng n lc khng ngng ngh ca tng thnh vin trong chui cung ng trong
tng lai chc chn coca cola Vit Nam s pht trin ln mnh hn na.

Chu I Cung NG Coca Cola

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Chu I Cung NG Coca Cola

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