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Ni cuc sng tr nn tt p hn
NHNG VN CHUNG V
BN HNG A CP
CU
TRC
PHNG THC BN HNG
A CP CA HNG AMWAY
I. Nhng vn chung v bn hng a cp:
1. Khi nim:
- Bn hng a cp l hnh thc kinh doanh bn hng trc tip
n tay ngi tiu dng.
- Sn phm qua rt t khu trung gian n c vi ngi
tiu dng Tit kim c nhiu v chi ph qung co, khuyn
mi, tin vn chuyn,... S tin ny dng tr thng cho nh
phn phi v dng nng cp cc dng sn phm.

Nh
my

Cng ty tiu th

Ngi
TD

Ngi
TD

Nh
my
Tng L L Ln L Nh CH Bn l
(30% 40%)
Qung co + Tip th + Khuyn Mi
(40%)
Qung co + Tip th + Khuyn Mi
(40%)
2. Lch s:
- Gn lin vi tn tui ca
nh ha hc ngi M Karl
Renborg.
- Nm 1927, Karl bt u
ch bin cc cht b sung
dinh dng.
- Nm 1934, ng sng lp
ra cng ty Vitamins
California.
- Cui nm 1939 u 1940
ng i tn cng ty thnh
Nutrilite Products theo tn
sn phm.


2. Lch s:
- u thp nin 1970, vic BHC li chu sc p t nhiu pha
khc nhau.
- Cui nm 1979, to n thng mi Lin Bang Hoa K cng nhn
phng php kinh doanh ny khng phi l "hnh thp o" v c
chp nhn v mt lut php. T B lut u tin v kinh doanh
a cp ra i ti M.

BN HNG A CP TI VIT NAM
- u th k XXI, Kinh doanh a cp bt u bc chn vo th
trng Vit Nam
- n nm 2005, N 110/2005 v Kinh doanh a cp ca th
tng chnh ph c ban hnh.
- Nm 2009, Hip hi Bn Hng a Cp Vit Nam c thnh lp.
- Ngy 31 thng 03 nm 2010, Hip hi Bn hng a cp Vit Nam
chnh thc ra mt ti H Ni.
3. Sn phm:
- Sn phm trong kinh doanh a cp phi c cht lng tt, cn
thit cho hu ht ngi tiu dng. c bit, sn phm phi m
bo tnh c quyn, c o th mi kinh doanh theo hnh thc
ny c.
- Cc dng sn phm c th kinh doanh theo hnh thc bn
hng a cp:
+ Hng tiu dng
+ M phm
+ Thc phm dinh dng chc nng,...


- Rich Devos v Jey Van Andel l 2 nh ng
sng lp ra cng ty American Way Corporation
(Amway) vo nm 1959.
- Hin nay Amway tr thnh mt trong nhng
cng ty hng u th gii trong ngnh kinh doanh
a cp vi chi nhnh trn 125 quc gia.
II. Phng thc bn hng a cp ca hng Amway:
1. Gii thiu v tp on Amway:

- Tri qua 50 nm pht trin, Amway
c 65 phng th nghim trn ton
th gii , trong c 38 phng th
nghim nm pha Ty Michigan,
Hoa K.
- Thng hiu ca Amway c
minh chng bi hn 700 bng sng
ch v hn 500 bng sng ch ang
ch cp.
- Cho n nay, Amway m rng
c hi kinh doanh cho hn 3 triu
ngi trn th gii v gii thiu
trn 450 sn phm ca Amway,
doanh thu nm 2008 t 8.2t $ M.
- 1.100 m
2

dnh cho
sn xut

- 2.200 m
2

dnh cho
nh kho
Nh my sn xut Amway Vit Nam
ti KCN Amata, tnh ng Nai.
AMWAY TI VIT NAM
- Bt u HKD vo nm 2008
- y l quc gia th 58 ca
Amway.
- Quc gia th hai ngoi M
c u t nh my sn xut.

Thi hn hot
ng ca d n l
50 NM

CC DNG SN PHM CA
AMWAY
1. Dng sn phm chm sc
gia dng:
- Nc ra a nng LOC
- Nc ty ra m c Zoom
- Nc ra chn Dish Drop
- Nc git SA 8,...
2. Dng sn phm chm sc c
nhn:
- Kem nh rng Glister
- Ln kh mi Body Series.
- Sa tm G&H.
- Dung dch Nc ra tay.



CC DNG SN PHM CA
AMWAY
3. Dng sn phm chm sc da:
- DD cn bng da, sa lm sng da,
sa dng m, sa ra mt, mang
nhn hiu Artistry,...
4. Dng sn phm b sung dinh
dng mang nhn hiu Nutrilite:
- Thc phm b sung B Complex
- Thc phm b sung Vitamin C
- Thc phm b sung Vitamin
khong cht tng hp.
- ...

2. Phng thc hot ng kinh doanh ca hng Amway:
- Da trn s hnh thnh v pht trin ca h thng mng
li, v vy n tun theo hai nguyn l:
+ Nguyn l chia s (truyn ming).





+ Nguyn tc cp s nhn:




Vy th i vi hot ng kinh doanh thc t
ca Amway, lm sao bn c th xy dng v
pht trin mng li cho ring mnh
- Bn phi l nh phn phi ca Amway:
+ Cng dn Vit Nam
+ T 18t tr ln
+ Bn phi mua mt b khi ng bn hng vi chi ph
187k
+ Phi c ngi bo tr
Bn chnh thc tr thnh nh phn phi ca Amway

- Bn bt u t vn v bn cc dng sn phm ca hng:






- Gii thiu, chia s c hi kinh doanh vi nhng ngi
khc, hng dn, gip h tr thnh nh phn phi.


- Thu nhp da trn vic tch ly im hng thng t doanh
s bn hng.




Trong :
+ Li nhun bn l (15%): l khon chnh lch gia gi
bn cho nh phn phi v gi bn cho khch hng .
+ Hoa hng thnh tch: khi tng Gi Tr im (PV) hng
thng ca bn 600 im, bn s bt u nhn c
cc mc khc nhau ca hoa hng thnh tch (nu c).
+ Hoa hng m rng mng li: c xc nh bng
tch ca chnh lch HHTT t tuyn di vi DSBH ca
tuyn di (Chnh lch HHTT t tuyn di l hiu s
gia HHTT ca tuyn trn v tuyn di).
Tng gi tr
im hng
thng (PV)
Mc phn
trm hoa
hng thnh
tch (%)
600 6%
1,200 9%
2,400 12%
4,000 15%
7,000 18%
10,000 21%
Gi Tr im (PV): l mt gi
tr bng s c quy nh
cho mi sn phm. (1PV=
11.000).
V d: nu bn c mt
sn phm tr gi 6.600.000
th bn c 600PV.




Li nhun bn l (LNBL):
700PV * 11.000 * 15% = 1.155.000
Hoa hng thnh tch (HHTT):
700PV * 11.000 * 9% = 693.000
Khon chnh lch HHTT t tuyn di:
i vi A: 9% - 6% = 3%
i vi B: 9% - 0% = 9%


Tng thu nhp trong thng:
1.155.000 + 693.000 + 693.000 = 2.541.000
DSBH ca A
VD1:
Bn
700PV
9%

Amway
A
600PV
6%
B
500PV
1800PV
Hoa hng m rng mng li:
600PV*11.000*3% + 500PV*11.000*9%= 693.000
DSBH ca B
Mc HHTT
PV %
600 - 1.200 6%
1.200 - 2.400 9%
2.400 - 4.000 12%
4.000 - 7.000 15%
7.000 - 10.000 18%
10.000 21%
1800PV



- Cch tnh thu nhp ny ca Amway th hin s cng bng cho
cc nh phn phi, chng minh rng y khng phi l mt m
hnh kinh doanh theo hnh thp o.
- Khi mng li cng m rng v pht trin th thu nhp s cng
tng, ln tip na bn s t c cc mc hoa hng khc nh
hoa hng Ruby, Hoa hng lnh o, Hoa hng pht trin h
thng bn hng, hoa hng Emerald, Hoa Hng Diamond,...
- Trao tng cc huy hiu th hin cc cp bc khc nhau: nh
huy hiu Silver Producer, Gold Producer, nh phn phi
Platinum, Nh phn phi Ruby, Nh phn phi Diamond,... Cho
cc nh phn phi xut sc.
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Ni cuc sng tr nn tt p hn

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