Đề Tài Dự Án Kinh Doanh Rau Sạch - Luận Văn, Đồ Án, Đề Tài Tốt Nghiệp

D n khi nghip ca sinh vin Vit Nam 2003
i hc Kinh t Quc dn 2

LI M U
Lp d n khi nghip ca sinh vin Vit Nam 2003 l mt cuc thi rt
thit thc v b ch cho sinh vin Vit Nam. y l c hi sinh vin th hin
nhng tng v bin tng thnh s tht. Hn th na cuc thi l dp sinh
vin p dng nhng kin thc v kinh nghim hc c vo thc t. Chng ti
nh gi rt cao cuc thi Lp d n khi nghip ca sinh vin Vit Nam 2003.
Cuc thi ca tr tu.
t lu, chng ti: Nguyn Mnh Hng v V Huy Hong c ham mun,
khao kht lm kinh doanh ngay t khi cn ngi trn gh nh trn2. Hot ng
kinh doanh m chns ti mun hng ti l trong lnh vc kinh doanh 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 c li, t nht m bo
trang tri cho sinh sng hng ngy v gip ca gia nh trong chi ph hc tp
ca bn thn, bi c hai u xut thn t nng thn ra H Ni hc i hc. Hn
th na i vi chng ti hot ng kinh doanh l bc u ns dng l thuyt
vo thc tin v t khng nh bn thn.
Hng ng cuc thi Lp d n khi nghip ca sinh vin Vit Nam
2003. Chng ti quyt nh trin khai xy dng v thc hin d n Rau
Xanh. D n Rau Xanh s 11 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 cht lng 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 gin 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 sch. Ca hng Rau Xanh bit cch lm th no khch hng bit v tin
rau bn l rau sch. Chng 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 chng 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 .
Chng ti mong mun v hy vng nhn c s quan tm, nh gi v
gip ca Ban T Chc cuc thi. khi i vo hot ng d n gt hi c
nhiu thnh cng.
I. TN D N V TNG KINH DOANH.
Trong muc ny chng 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 hc hnh, mang li kinh
nghim v s giu c cho bn thn trong tng lai. ng thi gp phn nng cao

sc kho ngi tiu dng.
* ng c kinh doanh: Hin nay chng ti ang l sinh vin nm cui,
chng ti khao kht c em kin thc hc tp p dng vo thc t kinh doanh.
2. tng kinh doanh.
Chng ti sng v hc i hc H Ni c ba nm. Trong thi gian
chng ti chns kin rt nhiu ngi trong c c bn b thn phi vo
bnh vin cp cu, sc kho b tn hi rt nhiu do ng c n phi rau khng
sch, c hm lne c t cao. Bo ch nhiu ln cnh bo ngi tiu dng
ch n vn v sinh an ton thc phm trong c vic mua v dng rau. T
thc t chng ti ny sinh tng: Mun cung cp rau sch cho nsi tiu
dng H Ni, to cho nsi tiu dng s an tm v sc kho khi dng rau sch
ca chng 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 chng ti hin l vt qu kh nng bi n qu phc tp,
i hi phi c 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
nh cc Hp Tc X sn xut rau sch.
i vi phng n ny, chng ti khng c c s t ch, phi chu s
qun l chi phi ca cc t chc sn xut rau sch. Chng ti mun t mnh c
lp kinh doanh v ton quyn 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
sau bn trc tip cho ngi tiu dng. y l hot ng kinh doanh dch v
ph hp vi chng ti v c chng ti la chn. Vi s la chn ny chng 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 hng to dng c.
Nh vy lnh vc kinh doanh ca chng ti l: Kinh doanh dch v vi sn
phm l cc loi rau sch bn trc tip cho ngi tiu dng cui cng. Trn thc
t c rt nhiu c hi kinh doanh chng ti la chn, song chng ti quyt nh
chn hnh thc kinh doanh bn rau sch v hot ng kinh ny c c hi thnh
cng ln cho chng ti. tng ny sinh ch l s khi u, vic chng ti quyt
nh s la chn ny l hon ton xut pht t yu t ch quan v khch quan.
Y t khch quan
Hin nay cc loi rau khng hp v sinh, khng c kim sot, qun l v
cht lng c by bn, tri ni trn th trng. Vic phn bit rau sch v

khng sch bng mt thng l rt kh khn, iu ny gy lo lng, khng an tm
i vi ngi mua rau v sc kho ca mnh.
i sne nhn dn th ngy cng c nng cao, trnh dn tr ngy
cng tng ln, ngi dn c iu kin quan tm ti sc kho nhiu hn m rau l
mn n hng ngy v th ngi dn rt ch trng quan tm ti s dng rau sch
cho ba n gia nh mnh.
Trn th trng c bn rau sch, nhng rau sch c bn cha thc s
to c s tin tng hay ng hn cha lm cho ngi tiu dng bit, tin rng
rau mnh mua l rau sch.
Cu rau sch l rt ln, cuns rau sch cha p ng c cu, y l l
hne 1't ln ca th trng, l c s quan trng ca vic hnh thnh d n (Phn
ny c lm r phn phn tch th trng)
Y t ch quan
y l nhng yu t hon ton nm trong s kim sot ca chng ti:
Chng ti tm hiu v c c cc ni cung ng 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 chng ti c nhng am hiu nht nh v sn phm rau: Chng
ti sinh ra v ln lcn nng thn, thng xuycn v tip xc vi cc loi rau, c
im, tnh cht, chne loi, cch bo qun, s ph thuc ca rau vo yu t thi
v... y l yu t thun li trong vic kinh doanh cc mt hng rau.
V huy ng vn cho kinh doanh chng ti c c s gip t pha gia
nh v bn b.
V dch v t vn cho khch hng. Anh Neuyn Mnh Hng c bn thn
hin ang hc Trng i Hc Y Khoa H Ni chuyn khoa Y Hc C Truyn,
h s t vn gip chng ti trong vic tm hiu cng dng cc loi rau, cc bi
thuc dn gian lin quan n rau trong cc mn n gia nh chng ti gii
thiu, t vn cho khch hng. y l s khc bit rt ln ca d n so vi cc i
th cnh tranh v chc chn s to c n tng tt vi khch hng.
c o to kin thc v kinh doanh nn chng ti c kh nng lp
k hoch kinh doanh, tin hnh hot ng kinh doanh mt cch c hiu qu ch
khns phi o tng.
Chng ti l nhng ngi c sc kho tt, c s t tin, c kinh nghim v
qun l, thch ng nhanh vi s thay i ca th trng.
Kinh doanh rau sch khng i hi qu phc tp v kin thc k thut
chuyn mn. ng thi khng i hi vn qa ln, nn rt ph hp vi chng ti.
iu quan trng nht quyt nh s thnh cng ca d n l chng ti

nm bt c nhu cu khch hng v bit c cch lm cho khch hng tin
tng vo cht lng rau sch ca d n.
Nhn xt nh gi :
Qua phn tch chng ti tly rng vic thc hin d n l rt ph hp vi
tnh hnh kh nng hin c ca mnh, m bo cho s thnh cng ca d n.
4. M hnh doanh nghip s thnh lp.
C nhiu loi hnh doanh nghip tin hnh kinh doanh dch v bn rau
sch nh cng ty TNHH, DNTN ... Nhng chng ti quyt nh chn m hnh H
Kinh Doanh C Th vi hnh thc ca hng chuyn bn cc rau sch vi tn gi
ca l ca hng Rau Xanh.
y l m hnh ph hp nht vi iu kin hin nay ca chng ti vi
nhng l do sau:
Th tc ng k, thnh lp n gin d dng.
T chc, qun l n gin ph hp vi 2 thnh vin, hin ang l sinh vin
cha c nhiu kinh nghim v qun l hn na li va hc va lm.
Vn u t b ra t, thu hi vn nhanh.
c nhiu u i ca nh nc: v iu kin kinh doanh, v cc loi
thu.
D dng chuyn i sang hnh thc doanh nghip khc cho phng n
kinh doanh trong tng lai.
5. a im b tr d n:
Th trng ca d n Rau Xanh l khu vc a l v 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 ca d n gn giao im ca 3 ph
Vng Tha V, Nguyn Ngc Ni, T Vnh Din. Chng ti la chn a im
ny v:
Anh Nguyn Mnh Hng sna v hc tp trong khu vc th trng ny
c ba nm nn kh am hiu v khu vc ny. y l khu vc ng dn c c
khong 1000 h gia nh sinh sns, 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 rt quan tm ti vn sc kho,
n ung.
a im ca hng trn ph Vng Tha V rt thun tin. V tr c
hng nm trn ph Vng Tha V 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 cch ca hng 2,5 km, hn na ca hng gn ch bn thc phm, v
vy rt thun li vi ngi 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 38m
2
(4x9,5m), tng 1 ca to nh 3 tng,
vi gi thu l 2,5 triu ng/ thng, khung cnh ca ca hng rt thng thong
v rng ri. iu ny cho php ca hng tn dng thun li ca v tr, ca a
im thu sp xp, bi tr c nhiu cc 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.
Nhn xt nh gi :
y l th trng v a im rt thun li cho ca hng thnh cng khi i vo
hot ng.
(S v th trng v a im ca hng ph lc 3)
II. PHN TCH TH TRNG.
1. Phn tch mi trng v m
Mi trng v m (kinh t, t nhin, cng ngh, chnh sch) c nh hng
rt quan trng ti d n. Trons iu kin hin nay, mi trng v m rt thun li
cho d n.
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
th H Ni. Ngi dn bt u c nhiu iu kin quan tm ti sc kho
ca mnh nhiu hn trong c tiu dng rau sch. Hin nay nhu cu rau sch l
rt ln, i vi phn ln cc h gia nh t l chi tiu cho tiu dng rau chim t
l rt nh trong thu nhp, nhu cu c kh nng thanh ton v rau sch l rt ln.
y l yu t thun li trong vic tiu th rau sch ca ca hng, em li c hi
thnh cng ln ca d n.
Mi trng t nhin
Kh hu Vit Nam l nhit i gi ma, 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 a dng v n nh, hot ng kinh doanh c din ra
lin tc v thun li khi 11 rng qui m ca hng.
Mi trung cng ngh
Ngy nay khoa hc cng ngh c bit l cng ngh sinh hc ang rt pht
trin. S tin b ca khoa hc ng dng trong nng nghip s cho php to ra
nhiu loi ging, cy rau mi c cht lng tt, qui trnh, k thut sn xut rau
tin b s nng cao cht lng cc loi rau v t ph thuc vo thi tit hon. K
thut trng rau sch c ph bin rng ri hn s xut hin nhiu ni, nhiu nh
cung ng sn xut rau sch hn. iu ny to thun li cho d n trong vic gim
bt sc p v l thuc vo nh cung ng v c nhiu c hi la chn ni cung ng
hn.
Rau thng, rau khng v sinh l sn phm thay th ca rau sch. S tin

b ca khoa hc cng ngh s cho php kim tra cht lng rau, phn bit rau
sch v khng sch c r rng v nhanh trng hn. Ngi tiu dng r dng
nhn bit c rau khng sch v tin dng rau sch hn. Hn th na cc c quan
nh nc s r rng hn trong vic qun l cht lng rau trn th trng, loi b
rau khng sch c r rng. i vi ca hng " " Rau Xanh" c th t kim tra
c cht lng rau t pha nh cung ng.
Mi trng chnh sch Nh nc ang rt khuyn khch v c nhiu h tr
cho kinh t t nhn, doanh nghip va v nh trong vic thnh lp v pht trin.
Chng ti m ca hng kinh doanh bn rau sch di hnh thc h kinh doanh c
th chc chn s nhn c s ng h ca x hi, hot ng kinh doanh s c
tin hnh thun li.
Nhn xt nh gi:
Mi trng v m em n nhng c hi, thi c thun li cho d n
2. Phn tch cu th trng :
nm r nhu cu ca khch hng v rau sch, chng 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 ch chnh trong cc sia 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, chng ti chn hnh thc iu tra phng vn trc tip v ghi
ngay vo phiu iu tra. Qu trnh iu tra c tin hnh hai t:
t I : iu tra th 100 ngi nhm mc ch, thm d iu chnh, b xung,
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 xung cu hi mang tnh quyt nh cho s
thnh cng ca d n (cu hi s 5 ca bng iu tra : "iu g lm cho ng (b)
tin rng rau bn ca hng rau l rau sch?").
t II : Ngy 6/7/2003, 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 pht ra l 300 phiu ( Mu phiu ph lc 2).
S phiu khai thc c l 273 phiu.
S phiu khng khai thc c l 27 phiu.
27 phiu ny do ang trc tip phng vn th ngi c phng vn vi vic
v t chi phng vn tip nn trn phiu iu tra khng y thng tin nhn
c. Trong phiu iu tra cc cu hi 1, 4, 5 dnh cho c nhng ngi c hi,
ring cu hi 2 ch dnh cho ngi bit c ca hng rau sch, cu 3 ch dnh cho
nsi khns bit.
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 ca khch hng.
Kt qu ca cuc iu tra nh sau :
- Vi cu hi u tin : ng (b) c bit ca hng bn rau sch no trn ph

Vng Tha V, Hone Vn Thi, Nguyn Ngc Ni, T Vnh Din? C 112
ngi khng bit chim 41,03% . Bit: 116 ngi chim 58.97%
- Trong s nhng ngi bit (161 ngi) c ca hng bn rau sch trong khu
vc th trng th c ti 78,2% (tc 126 ngi) thng xuyn 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 : c hai ni 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 lns v sinh ca rau khi mua rau ca hng rau sch
trons khu vc th trns th c ti 87% (110 ngi) khng tin tng lm. iu
ny ch yu l do thng tin ghi trn bao gi khng bo m, khng sc thuyt
phc rns l rau sch v ca hng vn c th trn rau sch vi rau khng sch
m ngi tiu dng kh c th pht hin c. y l im yu ln nht ca cc
ca hng rau sch trong vic to s tin tns 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 cc 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 rau l
rau sch m gi li cao hn so vi gi rau ngoi ch.
- Tron 2 s nhng 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 cc phn k hoch kinh doanh.
- Trong s 273 ngi c hi cho bit : Hin nay trung bnh mi ngy mi gia
nh chi tin cho mua rau l 3500 - 4000 v iu quan trng hn c l c ti
87,36% s sn sng chi gp 1 , 5 - 2 ln tc l 6200 - 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 mua thc s tin rau bn ca hng rau sch l rau sch
(rau sch y xt di gc gi tr cm nhn ca ngi tiu dng). Lm c
iu ny th ca hng"Rau Xanh" s c c nhng khch hng trn.
- Vi cu hi cui cng : iu g lm cho ng (b) tin rne rau bn ca
hng l rau sch?
Vi cu hi ny chng ti tm c cu tr li mang tnh quyt nh cho
s thnh cng cu d n v c nhns bin php ginh c u th cnh tranh
vt hn so vi i th.
Tuyt 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 lns v c bo him.
- Sn phm c uy tn v cht lng : V d Huy chng Vng cht lng rau
an ton.
- Thng xuyn c c quan kim tra cht lng sn phm kim tra trc
tip ti ca hng bn rau.
Nhn xt nh gi:
Nh vy qua phn tch nhu cu th trng. Chng ti nhn thy c mt
s iu ht sc quan trng sau:
Th nht: Ngi dn rt quan tm ti sc kho trong c vic dng rau
trong ba n hng ngy. H rt lo lng v rau khng sch c bn nhiu trn
th trng nhng li kh nhn bit, phn bit vi rau sch .
Th hai : 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 (tc l sn sng tr gi t hn c c rau sch).
Th ba : Hnh thc trnh by, thng tin bao gi v sn phm rau rt quan
trng. Rau cht lng tt, rau sch nu bao gi khng r rng, by bn khng tt
s khng thu ht c khch hng mua rau.
Th t : 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 xt c c, 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
lm r hn nhns nhn xt ca ngi tiu dns v cc ca hng rau sch
trong th trng d n v nh gi vic cung ng rau. Chng ti tp trung phn
tch cc i th cnh tranh.
3. Phn tch cung
3.1. Phn tch i th cnh tranh
Qua iu tra thc t, chng 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 bn 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 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 v siu th 1E Trng Trinh (cch ca hng" Rau Xanh" 2.5km v
3.5km)
Cc ca hng, ch bn rau c nhng u nhc im sau :
- Quy hng rau sch s 13 Vng Tha V :
Ca hng nm trn mt ng thun li cho bn hng. uy hot ng

c khong 8 thng, to dng c nhiu khch hng quen thuc, thng
xuyn n mua rau. Quy rau c nim yt bns gi r rng, vi s lng mt hng
rau a dng, mi ngy trung bnh c 140 - 150 lt ngi n mua rau, mi ngy
tiu th trung bnh 50 - 60 kg rau cc loi.
Tuy nhin, chng ti nhn thy quy rau sch ny c nhng hn ch rt ln,
v tr li c cu hi ti sao nhu cu rau sch trong khu vc th trng rt ln
m mi ngy ca hng ch bn c 50 - 60 kg rau :
+ Khna gian ca ca hng rt cht hp, din tch ca ca hng khong 13 m
2

va l ni sinh hot n ng, va l ca hne bn rau. Din tch by bn ch
6 m
2
. Cch trang tr bn trong ca hng 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 tne
cho ngi tiu dng khi mua rau ca hng.
uy rau va hp li nng, khng c qut mt cho ngi vo mua hng, rau
bn vo bui chiu thng ho, khng cn ti ngon nh bui sng, km hp dn
vi ngi mua rau.
Cch by bn, sp xp sn phm thiu thm m v sc hp dn ngi mua
hng : Cc loi rau c xp t ln ln, khng theo th t, hng li, gy cm
gic kh chu cho khch hng khi la chn mua nhiu loi rau.
+ kim tra ngun gc xut x ca rau v kh nng ca ngi bn hng.
Chng ti nhiu ln vo ca hng mua rau v hi trc tip ch hng: "Lm sao
bit rau y l rau sch?". Chng ti nhn c cu tr li ht sc bt ng : Ch
ca hng da vo bin hiu 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 khns sch hnh thc bn ngoi rt ging nhau kh m
nhn bit c. Hn th na, rau khng sch thng gy tc hi sc kho lu di
t t ch khne tc ne 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 : Hn s dng v 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 tc l hnh nh ca ngi 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 v cht lng trn th
trng. im yu ny ca quy rau sch s c ca hng Rau Xanh ca chng
ti s li dng bin thnh im mnh bng vic : c ch tch hp tc x
Lnh Nam, nh cung ng rau cho ca hng ca 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 ns 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 1 2 - 1 3 m
2
. Ca hng c trang tr 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 bo 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 :
Mt hng kinh doanh chnh ca ca hng l c ns; 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 2 - 2,5 m
2
vi s
lng rau t, khng a dng. iu ny khng thc s to s ch ca ngi tiu
dng bi y khng phi l ca hng chuyn kinh doanh rau sch.
Rau c bc trong ti bng, trn ti bng c ghi cc thng tin v tnh cht
ca thns hiu (ch o quy trnh sn xut r rng, a ch sn xut, c im sn
phm, trn ti cn c tem bo m v 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 ns si c y thng tin, rau bn l khns 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 ns gi, va bn l rau? Phi
chne rau bn l l rau khne sch? Tt c nhng iu s lm gim i s tin
tng ca ngi tiu dng vi ca hng hn th ca hng mi ch i vo hot
ng cha c nhiu khch quen.
+ Trong ngy ca hng ch nhp rau mt ln l 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 m bo cht lng th
ngi tiu dng s kh nhn bit c nh hng r rt ca n ti sc kho . Bi
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 chne 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 cao,
khung cnh mt v sinh, ngun 2C 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 ca rau.
- 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 rau c by bn mi ngy ch khong 8 -

lOks;. Sc cnh tranh ca ca hng ny l khng ng k.
-Rau Bn cc siu th.
Gn th trng ca d n c cc siu th c bn rau: Siu th H Ni
Marko, siu th 1E Trng Trinh y cng l i th cnh tranh ca ca hng
Rau Xanh .
Chng 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 v 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 c thc phm v th
to s thun tin cho vic mua sm.
+ C h thng lm lnh v bo qun rau tt.
im yu :
+ Rau c bc trong cc ti nilon, ngi tiu dng ch bit c duy nht
thng tin v gi rau v m s tnh tin ngoi ra khng c thm thng tin g ht.
+ Rau c by bn km hp dn, s lng v chng loi 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 nh l bui chiu ti s lng khch hng vo mua
hne rt ng. Ngi vo mua rau phi xp hng ch i thanh ton tin lu v
mt thi gian. iu ny khng tin dng cho ngi mua rau v i khi cn to
cm gic kh chu.
+ Siu th 1E Tnrng Chinh: vo siu th phi gi xe v mt tin v. Xe
p 500/lt, xe my lOOO/lt. Nh vy l chi ph cho vic vo mua rau l
tng ln khng thu ht c ngi vo mua rau. Hn th na vic ly xe cc
bi gi xe thng lu v mt thi gian do s lng xe rt ln.
+ Gi rau cc siu th l rt cao so vi cc ca hng rau sch v rau c
bn ngoi ch. V d v gi mt s mt hng rau thng dng hin nay.

+ Cc siu th cha c i ng nhn vin bn rau chuyn nghip, khng c
dch v km theo nh: Gii thiu v cc loi rau, nht rau cho khch hng...
Loai rau Ca hng rau Ch Siu thi 1E Siu thi H
(Ikg) sach Trng Chinh Ni Marko
Rau mung 3000 2000 7500 6000
Rau ngt 4500 2500 7500 lOOOO
Mng ti 3000 2000 7500 8000
Ci ngt 4000 3000 lOOOO 6000

Nhn xt nh gi:
Qua phn tch i th cnh tranh chng ti rt ra c nhn xt quan trng v
i th cnh tranh:
+ 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 bao gi sn phm song cha thc s
to c s tin tng i vi ngi tiu dng v rau bn ca hng l rau sch.
Din tch ca hng nh, cht hp, khng hp dn ngi mua rau.
C 41.03% ngi c hi khng bit c ca hng rau sacl no trn bn ph
Vng Tha V, Nguyn Ngc Ni v T Vnh Din.Chng t cc bin php
BNG PHN TCH I TH CNH TRANH

im mnh im yu
Quy rau sch
13 Vng Tha
V
- Hot ng kh lu, c nhiu
khch hng quen thuc.
- Chns loi rau phong ph a
dng.
- Cht lng phc v cha cao.
- Cha thc s lm ngi tiu
dng tin rng y l ngun gc
rau sch.
Ca hng rau
sch 74 Vn 2
Tha V
- Bo m quyn li ngi tiu
dng.
- Bao gi r rng.
- Rau c chng nhn v bo
m v cht lng
- Sn phm rau ch l ph.
- t sn phm rau.
- Cha thc s lm ngi tiu
dng tin sn phm rau sch ca
ca hng.
- Ca hng mi c m.
Ch
- Khi lng ln.
- Sn phm a dng.
- Rau ti.
- Gi r
- Cht lng phc v thp.
- Rau khng c kim tra,
kim duyt.
- Cht lng khng m bo
Rau bn trong
siu th 1E
Trng Chinh,
Ha Ni Marko
- Rau bn trong siu th
- C h thng bo qun tt
- Rau khng c thng tin,
chng nhn cht lng
- Gi qu cao
- Mt nhiu thi gian ly xe,
thanh ton tin
- Tip th, bn hng km

thng tin, qung co cha c hoc c nhng cha hiu qu.
Hot ng bn hng v tip th cha to c n tng v s tin tng i
vi ngi mua rau.
+ Rau bn cc siu th : Gi cao, khng c thng tin v bao gi v cht lng
sn phm. Ngi tiu dng phi ch i thanh ton mua rau mt thi gian. Khi
lng rau t, by bn khng hp dn, khng c dch v t vn km theo, cha c
i ng bn rau chuyn nghip.
+ Rau ch l hon ton khng c kim tra v cht lng sn phm, khng c
bao gi v ngun gc xut x r rng.
Ni tm li, rau ca cc i th cnh tranh cha hp dn khch hng, cha to
dng c nim tin v cht lnq cho ngi mua rau.
Qua phn tch th trng, chng ti thy rng : cu rau sch l ln, trong khi
cc i th cnh tranh cha thc s to dng c hnh nh, nim tin i
vi khch hng. Cung cha p ng c 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 chng ti, d kin sau khi a vo hot ng s
bin cc mt yu ca cc i th thnh im mnh, li th cho ca hng, ng
thi hc tp im mnh ca i th. iu quan trng nht d n tp trung vo l
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 c nhng im mnh v 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 nhng khch hng quen thuc. im
yu ny khng phi l ln, chng ti hon ton khc phc c sau mt thi gian
ca hng i vo hot ng
im manh : Chn c v tr a l ph hp, ca hns c quy m ln, nh
cung ng Lnh Nam c uy tn v cht lng.
Chng ti iu tra thc t v nm bt c nhu cu v i hi ca khch
hng, hn th na chng ti bit cch lm th no ngi mua rau bit v tin
mua rau sch ca ca hng. y l iu quan trng nht m cc ca hng rau
sch trong khu vc th trng cha lm c.
Bin php thu ht v lm cho khch hng tin dns rau 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 (bin i theo gi bn). 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.
lm cho khch hng tin tng rau ca ca hng l rau sch. Chng ti
tp trung vo nhng bin php tc ng ti tm l v trc quan ca khch hng.
Chng ti thc hin chin lc kinh doanh : "Khc bit ho sn phm" so vi i
th cnh tranh. Trong chin lc ny chng ti s to ra s khc bit v ni bt v
sn phm rau sch ca ca hng so vi i th cnh tranh trn cc mt :
+ 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, chng ti s m dch v ny p ng tt
nht yu cu 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
dns, 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 chng ti. Trong tng lai chng ti mun thnh lp mt h
thng cc ca hng bn rau sch H Ni, mun cung ng trc tip phn ln rau
sch cho ngi tiu dng H Ni.
IV. K HOCH KINH DOANH
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 lns trn th trng l vn
ht sc quan trng, c chng ti dnh nhiu thi gian v cng sc tm
hiu v chn la. Qua iu tra thc t, chng ti tm 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 nng nghip rau an ton Lnh Nam
xm 10, Lnh Nam do ng Nguyn Mnh Tng lm ch nhim hp tc x.
Chng ti v tn ni hai hp tc x ny tm hiu v quy trnh trng
rau, khi lng rau nh cung cp c th cung cp, gi c, chns loi rau...Sau khi
nghin cu k hai nh cung ng rau trn. Chng 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 ton Lnh Nam u c huy
chng vng. iu ny s to s tin tng i vi nei 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. Mi ngy hp tc x

cung cp 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 qui m, m cc
ca hng khc a bn khc.
a im ca ca hng gn Hp tc x Lnh Nam hn hp tc x Ba Ch
Vn Ni ( cch Hp tc x Lnh nam 10 km, cch Hp tc x Ba Ch khong 30
km). Ca hng s gim c chi ph chuyn ch 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 hng v phi chu trch nhim hon
ton, phi bi thng hon ton kinh ph cu cha cho nei do dng rau ca
Lnh Nam b ng c .
1.2 Bin php tiu th sn phm
Theo nh kt qu ca cuc iu tra th c ti (87.36% ) ngi c hi s
mua rau nu tin l rau sch v s sn sng tr gi gp 1,5- 2 ln c tiu dne
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 cc sn phm rau s c ng gi bng ti nilon ng kn vi.
Trn bao gi s c nhng thng tin sau cung cp cho ngi tiu dng:
-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 si vi cc mc khi lng khc nhau ( 300g, 500g,
800g/ g i ) ngi tiu dng tu chn
-V dc dim ca sn phm :
Sn phm c hnh thnh v ch o v 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. trnh vic lm gi, t tem ny s c ng du ca
hp tc x Lnh Nam.
+ cho ngi tiu dng thc s tin rau ca ca hng c ly ni sn
xut c uy tn cht lng, chng 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 thc phm an ton 2003 do BTC hi ch thc phm an
ton 2003 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.
Tron 2 thi gian u hot n 2 c th c nhiu ngi cn nghi ngi v cht
lng rau ca ca hng. Chng ti s mi cn b chi cc bo v thc vt H Ni,
t chc bo v ngi tiu dng ti kim tra sn phm rau ca ca hng rau vo
nhng lc khch hng n ca hng mua rau nhiu, ng thi thn 2 bo kt qu
kim tra v cht lng sn phm cho khch hng 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 dn ng rau s c xp theo
hnh ch u, t ngoi nhn 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 mua rau 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, c 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 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 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.
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 Mnh Hng v V Huy Hong, hai ngi sng
lp d n s lm ch v qun l ca hng.
Nguyn Mnh Hng ph trch k kt hp ng, lin h v thanh ton tin
vi nh cung ng rau sch Lnh Nam, bn li sn phm rau cn li vo cui ngy
cho cc qun cm bnh dn.

V Huy Hong ph trch thu chi ti chnh, ghi chp s sch, ng cc
khon thu, lo th tc ng k kinh doanh, thnh lp ca hng. Ph trch hot
ng qung co, mua sm dng cho ca hng v chi tr tin lng cho nhn
vin.
i vi nhn vin bn hng, Nguyn Th Thu Thu v T Thanh Huyn s
bn rau vo bui sng. Nguyn Th Thu Thu thng minh, nhanh nhn, ni kho
s ph trch v 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 tnh tin, ghi s
sch v giao li s sch cho nhn vin bn hng bui chiu. Bui sng chng ti
c ngh nn s ph trch vic giao rau ti nh cho khch hng. n tra c hai
nhn vin bn hng s cng kim k rau cn tha v v sinh ca hng chun b
cho bui chiu bn rau.
T Minh Thng v T Xun Tho s bn rau vo bui chiu. T Xun
Tho ph trch giao rau ti cc h gia nh. Vo bui chiu 5h30- 6h30 ng
ngi mua rau ,khong thi gian ny chng ti tan hc nn s tham gia bn,
a rau ti nh theo yu cu. T Minh Thng n cui ngy ph trch vic v
sinh ca hng v bo qun rau qu vo t lnh.
S hiu bit ca nhn vin v hot ng v ngh thut bn hng l cc k
quan trng.
Chng ti 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, chm sc khch hng. Khi bn rau
cc nhn vin s phi mc o ng phc mang tn ca hng " Rau Xanh": Rau
cho mi nh.
Chng 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 tip th
3.1 Marketing v qung co :
Hot ng qung co, marketing c bit quan trng. Cc i th cnh
tranh (cc ca hng rau sch) khng bn c nhiu rau sch, cha to dne 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 chng ti s tp trung vo nhng bin
php Marketing c o hn nhng i th cnh tranh 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 chng ti. Nhng bin php Marketing l :
Bc u khch hng bit n ca hng "Rau Xanh" chn 2 ti s tin
hnh cc hot ng qung co, truyn tin:
+ thu ht, lm cho ngi tiu dng bit n ca hng, chng ti s pht
t ri qung co.
+ i vi khch hng mi ln u tin ti ca hng chng ti s pht Card
Visit gii thiu v ca hne 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 ca anh Nguyn Mnh Hng 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.
+ Nh nhng ngi thn quen 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 trc tip ti tm l v trc quan, cne nh to cm gic
tin tng cho khch hang chng ti tin hnh :
+ Pha bn trong ca hng tn dng nhng khong trng trn tng, chng
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 cune 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
+ Nhn dp khai trng ca hng s gim gi 50% trong hai tun u cho
ngi mua rau.
+ Tng 1 gi mui Iot, 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 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 lm 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 hns. Chng ti s thanh ton tin cc in thoi cho khch hng bng cch
ghi li tn 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 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 chng ti c bng d ton chi ph
u t ban u nh sau:

b. Chi ph thng xuyn ca d n
Tng hp kt qu d ton chi ph t cc phn nh k hoch v nhn s, k
hoch v Marketing, v sn phm v mt s chi d kin, chns ti c bans d bo
chi hns thng cho nm u nh sau:
Bng 1: BNG D TON CHI PH AU TBAN AU (n v 1000)
Hng mc chi ph n vi S lng Gi Tng
T lnh bo qun rau Chic 1 4000 4000
Dn st ng rau Chic 3 1000 3000
R nha Chic 30 10 300
Lp t in thoi Chic 1 1500 1500
Bnh cu ho Chic 2 160 320
Bnh phun nc Chic 1 20 20
Chi mua ng phc B 6 50 300
Cn Chic 2 75 150
Bn gh B 1 150 150
L ph ng k kinh doanh

30
Qut Chic 2 120 240
Chi qung co

1000
Thu lm bin hiu

1000
Chi khc

1000
Tng

13010

BNG 2: BNG D BO CHI PH HNG THNG CHO NM (lOOO)
Tng 10 12 11
1200 1200 1200 1200 1200 1400 1400 1400 1400 1400 1400 15600
85 85 85 85 85 85 85 85 85 85 85 1020
450 450 450 450 450 450 450 450 450 450 450 5250
2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 30000
5891 9204 11505 14381 17977 28089 35111 43889 4713 7363 22471 204364
150 150 150 150 150 150 150 150 150 150 150 1800
150 150 150 150 150 150 150 150 150 150 150 1800
300 300 300 300 300 300 300 300 300 300 300 3600
200 200 200 200 200 200 200 200 200 200 200 2700
9748 10926 12398 14239 16540 19616 23212 27706 33324 40346 49124 266134

BNG 3: DOANH THU V LI NHUN D BO CA DN TRONG NM TH NHT ( n v lOOO)
Thng/Khon
mc
1 2 3 4 5 6 7 8 9 10 11 12 Tng
Doanh thu 5800 7251 9063 11328 14160 17700 22125 27657 34571 43214 54017 67522 314408
Tng chi ph 8955 9748 10926 12398 14239 16540 19616 23212 27706 33324 40346 49124 266134
VAT (Theo
phng php trc
tip)
290 362.55 453.15 566.4 708 885 1106.3 1382.9 1728.6 2161 2700.85 3376.1 15720
Li nhun trc
thu thu nhp
-3445 -2860 -2316 -1636 -787 275 1402.
8
3062.2 5136.5 7729 10970.2 15022 32554

( Gii thch kt qu tnh ton c trnh by trong ph lc 4 )
4.1.2 Xc nh thi gian hon vn v im io vn.
a. Xc nh thi gian hon vn
L vic tnh ton xem d n hot n 2 trong bao luth thu hi c
vn.
Theo phns php tr li, tc ly vn u t ban u tr dn cho li
nhun trc thu thu nhp hng thns cho n khi bng khng, lc ta xc nh
c thi gian hon vn.
Tnh theo phne 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 cns 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.OOO/nm hay doanh thu trung bnh t
14.707.000(5/ thng.
Trong iu kin hot ng bnh thng th mc doanh thu ny l khng
ln v d n hon ton c th t c.
4.1.3 Phng thc gp vn v phn chia li nhun
Da trn chi ph u t ban u ( 13.010.000) v tnh hnh thu chi mi
thng trong nm u hot ng cng nh c im quay vng vn nhanh ca
kinh doanh rau sch (do hng ho rau sch mua vo c tiu th ngay trong
ngy v n gia v cui thng chng ti mi phi thanh
ton tin mua hng cho HTX Lnh Nam), chng ti d kin mi thnh vin ng
c. Doanh thu v li nhun ca d n qua cc nm.
BNG 4 : DBO DOANH THU, LI NHUN TRONG 3 NM AU HOT NG
n vi : lOOOc
Nm Chi ph Doanh thu
Li nhun
trc thu
Li nhun sau
thu
Li nhun
thng
1 266134 314408 32553 22136 1845
2 368317 471612 79715 57395 4783
3 460281 613096 122160 87955 7330

gp 15.000.000. y khng phi l s tin qu ln. Theo nh tnh hnh thc t,
mi thnh vin ch c th t huy ng t ngi thn v bn b khong
10.000.000( khng phi tr li), s cn li phi vay t ngn hng.. Theo nh s
tho thun ca chng ti th mi thnh vin t chu trch nhim v phn vn gp
ca mnh.
D kin li nhun em chia chim 75% tng li nhun sau thu v s chia
u cho 2 thnh vin, s cn li lp qu tch lu chun b cho phng n kinh
doanh trong trong tng lai.
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 t
c hiu qu cao v chim c lng tin ca khch hng. Theo d tnh ca chng
ti trong trng hp ny, doanh thu ca d n trong nm th 2 s gp 2 ln doanh
thu nm th nht v doanh thu nm th 3 gp 1,5 ln doanh thu nm th 2.

Nu trng hp ny xy ra chng ti s nhanh chng m rng quy m ca
hng p ns nhu cu khch hng ng thi tng cne tch lu chun b cho
phng n kinh doanh trong tng lai.
4.3 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 c 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 nh mong
mun.
C th trong trng hp kh khn, doanh thu trung bnh nm th 2 v nm th
3 c th gim 10% mi nm. Ta c bng kt qu d bo nh sau:
BNG 5: DBO DOANH THU, LI NHUN TRONG 3 NM
n v : lOOO
Nm Chi ph Doanh thu
Li nhun
trc thu
Li nhun
sau thu
Li nhun
thng
1 266134 314408 32553 22136 1845
2 470499 628816 126876 91351 7613
3 674865 943224 221198 159263 13272

Trong trng hp ny chng 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 mans li hiu qu th chng ti c th chuyn giao ca hng cho ngi
khc, rt lui khi th trng chuyn sang cng vic khc.
Tm li vic phn tch cc vn v ti chnh ca d n bao gm chi ph
u t ban u, chi thng xuyn, doanh thu v li nhun ca d n cho php
chng ti c th tin tns d n kh thi v mt ti chnh.
RI RO V CC PHNG N D PHNG
1. Ri ro rau cui ngy khng bn c cn tha
Trong thi gian u mi i vo hot ng ca ca hng do chng ti vn
cn thiu 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, chng ti d nh hng ngy chng ti nhp rau vo hai ln
vo bui sng v bui chiu. Trn c s lng rau bn c vo bui sng v rau
cn tha n tra chng ti s kim li v nhp rau cho bui chiu. n ti nu
rau cn tha : i vi rau l, chng ti tho thun v bn li cho cc qun cm
bnh dn. i vi cc loi rau c nh l : t, chanh, ti, hnh, su su, c ci... s
c bo qun trong t lnh.
2. Ri ro v giao hng ti nh
Tron 2 trng hp c nhiu khch hng cn 2 si in n t mua rau giao
ti nh. m bo rau em n nhanh nht cho khch hns ngoi vic mt nhn
vin ph trch cng vic giao rau chng ti s tham gia giao rau ti cho khch
hng
3. Ri ro v cnh tranh:
Nhng khc bit c trng rins ca ca hng, rt c th cc i th cnh
tranh s bt trc, lc s cnh tranh s tr nn quyt lit hn. khc phc kh
khn ny, ca hng tp trung vo cht lng phc v khch hng, y l nt c
trng ca ca hng c chns ti ch trng ngay t u.
BNG 6: D BO DOANH THU, LI NHUN TRONG TRUNG Hp NY
n v : 1 OOO
Nm Chi ph Doanh thu
Li nhun trc
thu
Li nhun
sau thu
Li nhun
thng
1 260133 314404 38551 26215 2185
2 239696 282964 29119 19801 1650
3 221304 254667 20630 14029 1169

V. K HOCH HNH NG
Trn c s nhng k hoch lp ra, chng 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. Thi
gian tin hnh t 1/10/2003 n 10/10/2003. Nhng vic chng 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 eia nh v vay 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 hp tc x, ns thi
tin hnh chp nh v ly thng tin v ni sn xut rau, c im, quy trnh sn
xut cho cc loi rau.
+ Mua dng dng c cho ca hng : Gin st, r, gi, cn, qut, 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 4 nhn vin bn hng sau nh anh Nguyn Ngc
Thanh - sinh vin nm th t trng i hc Y Khoa 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 chng ti vn dng kin thc v
Marketing v kinh doanh c c hng dn ging dy cho 4 nhn vin ca ca
hng v cc k nng bn hng, giao dch vi khch hng trc tip ti ca hng v
qua in thoi. Cng vic ny s c chng ti duy tr thng xuyn khi ca hng
hot ng
+ t may o ng phc 6 b cho nhn vin ca ca hng.
+ Trc hai ngy khai trng chng ti s pht t ri qung co ti cc h gia
nh
+ Trong ngy khai trng chng 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 c giy php ng k kinh doanh
v hot ng vo tt c cc ngy trong tun.
Bui sng t 5h30 n 12h00
Bui chiu t 14h00 n 19h30
Chng 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 chng ti v nhn
vin bn hng s cng bn bc v tnh hnh 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 chng ti s thanh ton tin rau cho hp tc x Lnh
Nam. Lng cho nhn vin ca hng c tr mt ln vo cui thng.

VI. PHNG N KINH DOANH TRONG TNG LAI
Tron2 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 chng ti s c phng
n kinh doanh c th cho ph hp.
Theo nhn nh ca chng 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 chng ti s chuyn i ca hng sang hnh thc l cng ty TNHH. thu
ht thm khch hne 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 hns 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 mc gi bn...ng 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 cht chuyn
nghip hon, nhm tn dng, pht huy uy tn, hnh nh sn c v ph hp vi xu
hng quan tm nhiu hn n vn v sinh an ton thc phm ca x hi. Khi
2 thnh vin sng lp ca d n s tp trung vo cng tc qun l v iu hnh
chung.
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 chng ti s tin hnh ng k thng
hiu trnh trng hp hng ho, tn hiu ca ca hng b lm nhi. Hon na
hot ng hiu qu v n nh th vn t ra l phi m bo ngun hng mua
vo phi n nh khng nhng c v mt cht lng v s lng, v vn ny
chng ti d nh k hp ns 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 thc phm sch c uy tn v cht lng nh cng ty
Hp H Long, Acifish 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,
chng 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.
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 khe 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 6 ngi, cn chng ti c
c tin trang tri cho hc hnh v cuc sng hng ngy.
- ng gp vo ngn sch nh nc thng qua thu.
- i vi bn thn nhng ngi thc hin D n, d n em li cho
chng ti kinh nshim thc t qi bu v iu tra th trng, v kinh doanh.
- S thnh cng ca d n t nhiu s c tc dng khch l cc sinh vin
kho sau mnh bo a ra tng v bin thnh hin thc.

KT LUN V KIN NGH
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 x hi
lun cn n rau sch: Mn n khng th thiu trong ba n ca ngi Vit Nam.
iu quan trng nht m 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 rt c gng xy dng d n song do cn thiu kinh nghim
v hn ch v trnh nn d n kh trnh khi cn thiu st. Chng ti rt mong
nhn c s nh gi, gp ca ban gim kho d n ny c hon thin v
thnh cng hn.
Qua y chng ti cng xin c kin ngh: Rt mong cc c quan c trch
nhim quan tm v bo v ngi tiu dng nhiu hn, tng cng cng tc kim
tra, qun l cht lng rau bn trn th trng. Nghim khc v x l thch ng
i vi cc c nhn v t chc cung ng rau khng m bo cht lng v sinh
nh hng n khng tt n sc kho ca ngi tiu dng.
Cui cng, chng ti xin chn thnh cm n ban t chc cuc thi D n
khi nghip sinh vin 2003, on thanh nin, khoa K Hoch v Pht Trin
trng H Kinh t Quc Dn, to thun li cho chng ti thc hin tng
ca mnh.
H Ni ngy 10/08/2003

Khng thng xuyn a.
L do .................................
b. ng (b) u
Ch gn nh
Hng rong
Ni khc
thng mua rau
PH LC 1
PHIU IU TRA TH TRNG V CU RAU SCH
1. ng (b) c bit ca hng bn rau sch no ph Vng Tha V, Hong
Vn Thi, Nguyn Ngc Ni v T Vnh Din khng ?
Khng C (S lng ....... )
2. ng (b) c thng xuyn mua rau sch ti cc ca hng m ng (b) bit
trn khng ?
Thng xuyn
a.L do .................................................

b. Mc tin tng ca ng
(b) v rau sch
Rt tin tng
Tin tng
Khng tin tng lm

3. Nu khng bit
ng (b) c mun mua rau sch khng ?
Rt mun
Mun
Khng quan tm
4. ng (b) chi trung bnh bao nhiu tin mt ngy dnh cho mua
rau ............
V s sn sng chi gp my ln chuyn sang mua rau sch m ng (b) tin
l sch
Ln: .................
Cn suy ngh
5. iu g lm cho ng (b) tin rng rau sch ca hng c ngun gc l rau
sch
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 rau, thi hn s dng rau.
Sn phm c dn tem bo m cht lng v c bo h.
Sn phm c uy tn v cht lng : V d Huy chng Vng cht
lng rau an ton.
Thng xuyn c c quan kim tra cht lng sn phm kim tra
trc tip ti ca hng bn rau.
kin khc ........

PH LC 2
BNG BO GI MT S MT HNG RAU CHNH
( TNH C CHI PH VN CHUYN)
Mt
hng Ci
xanh Ci
ngt Ci
chp Ci
xoong
Rau
mung
Rau
ngt
Mng
ti B
ngn B
qu C
chua C
pho C
bt C
tm
Mp
qu Da
c Rau
dn Rau
lang Dc
mng
n v
tn
h
Kg
Kg
Kg
Kg
Kg
Kg
Kg
Kg
Kg
Kg
Kg
Kg Kg
Kg Kg
Kg Kg
Kg
n gi
mua(
)
3300
2800
3800
3300
1800
2800
2300
2300
1800
5300
2300
3800
3300
2300
2300
1800
2300
2300
n gi
bn
()
5000
4000
4500
5000
3500
5000
3500
5000
3000
7500

3
5
0
0

5
0
0
0

5
0
0
0

4
0
0
0

3
5
0
0

3
0
0
0

3
5
0
0

3
5
0
0

PH LC 3
S V TH TRNG D N V A IEM CA HNG.

PH LC 4
GII THCH CC D BO TI CHNH.


* Gii thch bng 2 v bng 3.
Doanh thu v chi ph mua hng ca d n c xut pht t thc t doanh
thu v chi ph mua hng ca mt ca hng bn rau sch 74 Vng Tha V. Qua
iu tra, tm hiu chng ti bit c trung bnh mi ngy doanh thu ca ca
hng ny l 200.000/ngy. Theo d kin lc ca hng ca chng ti mi i vo
hot ng do khch hng cha bit n, cha quen vi cch thc phc v, cng
vi cc hot ng Marketing, qung b v sn phm... cha pht huy y tc
dng, hiu qu nn doanh thu ca hng cha cao doanh thu trune bnh mi ngy
trong thng u ch t 200.000/ngy v chi ph mua hng trung bnh tng ng
l 130.000/ngy chim 65% doanh thu ( Xem bng gi bn v gi mua hng
phn ph lc).
Nh vy ta s tnh c:
Doanh thu trung bnh thng u ca ca hng l:
200.000 * 29 ngy = 5.800.000
Chi ph mua hng trung bnh thng u tng ng l:
200.000 * 65% * 29 ngy = 3.770.000.
( thun tin cho tnh ton chng ti ly trang bnh mi thna ca hns
hot ng 29 ngy).
Nh phn tch trong phn phn tch cu ta c th khng nh rng cu
v rau sch trong khu vc l rt ln. Vi nhu cu rau sch rt ln nh vy cng
vi cc li th m ca hng Rau Xanh c, chng ti tin tng rng doanh thu
trung bnh mi thng tip theo trong nm u s tng trung bnh khong 25% mi
thng, v do chi ph mua hng cng tng tng ng mi thng cng l 25%.
T y ta c kt qu nh bng 2 v bng 3.
Sau khi xc nh c doanh thu v tng chi ph hng thng ta s tnh
c li nhun trc thu mi thng v c nm nh bng 3 theo cng thc: Li
nhun trc thu = Doanh thu - tng chi ph - thu VAT.
* Gii thch bng 4
Sau khi t mc v t l tng cao nh nm th nht sang nm th 2 v th
3 d n s gp phi s cnh tranh ngy mt tng cao, do c nhiu i th cnh
tranh mi xut hin vi nhiu li th v cc i th cnh tranh hin ti cng thc
hin nhiu bin php mi hoc lm ging nh ca d n nhm thu ht khch
hng. Tuy nhin sau mt nm hot ng vi hiu qu kh cao ca hng c
lng khch hng ln, v uy tn nht nh, do vy chng ti c th k hp ng
cung ng rau sch cho cc t chc trn a bn (c th l 3 trng mm non),
iu ny cng vi lng khch hng c v khng ngng tng ln, ca hng rau
sch ca chng ti vn c th t t l tng doanh thu nm th 2 so vi nm th
nht khong 50%, v t l tng doanh thu nm th 3 so nm th 2 khong 30%.

Sau khi xc nh doanh thu ta s xc nh c
Tng chi ph = chi ph bin i hng nm + chi ph c nh hng nm. T
y ta cng xc nh c:
Li nhun sau thu = li nhun trc thu - thu thu nhp
Li nhun trung bnh mt thng = Li nhun sau thu/ 12thng.
MC LC
Trang
Li m u .............................................................................................................2
I. Tn d n v tng kinh doanh ................................................................3
1. Mc ch, ng c kinh doanh ................................................................3
2. tng kinh doanh .................................................................................3
3. Lnh vc v sn phm dch v kinh doanh ..............................................3
4. M hnh doanh nghip s thnh lp .........................................................5
5. a im b tr d n: ..............................................................................6
n. Phn tch th trng ......................................................................................7
1. Phn tch mi trng v m .....................................................................7
2. Phn tch cu th trng : .........................................................................8
3. Phn tch cung ........................................................................................10
3.1. Phn tch i th cnh tranh ..........................................................10
3.2 Phn tch cung ca d n : .............................................................16
III. Chin lc kinh doanh : ......................................................................17
IV. K hoch kinh doanh ...........................................................................17
1. K hoch sn phm ................................................................................17
1.1. Ngun cung ng rau sch ..............................................................17
1.2 K hoch tiu th sn phm ...........................................................18
2. K hoch nhn s ca d n ..................................................................20
3. K hoch tip th ....................................................................................20
3.1 Marketing v qung co : ...............................................................20
3.2 Dch v km theo ...........................................................................21
4. K hoch ti chnh ....................... .........................................................22
4.1 D n hot ng trong iu kinbnh thng ................................22
4.2 D n hot ng trong iu kin thun li.................................26
V. Ri ro v cc phng n d phng ....................................................27
1. Ri ro rau cui ngy khns bn c cn tha ........................................ 27
2. Ri ro v giao hng ti nh ....................................................................27
3. Ri ro v cnh tranh: ..............................................................................28
VI. K hoch hnh ng ............................................................................28
VII. Phng n kinh doanh trong tng lai .........................................29
VIII. Li ch kinh t - x hi ca d n ....................................................30
Kt lun v kin ngh ..........................................................................................31
Ph lc 1 ...............................................................................................................32

Ph lc 2 ...............................................................................................................33
Ph lc 3 ...............................................................................................................34
Ph lc 4 ...............................................................................................................35

Đề Tài Dự Án Kinh Doanh Rau Sạch - Luận Văn, Đồ Án, Đề Tài Tốt Nghiệp

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Đề Tài Dự Án Kinh Doanh Rau Sạch - Luận Văn, Đồ Án, Đề Tài Tốt Nghiệp

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D n khi nghip ca sinh vin Vit Nam 2003

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