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MC LC
Trang
NHN XT CA N V THC TP
NHN XT CA GIO VIN HNG DN
DANH MC CC T VIT TT
DANH MC BNG BIU
LI NI U ....................................................................................................................1
Chng 1. GII THIU CHUNG V CNG TY CP TMVT LIN QUC T
(INCOTRANS) ...................................................................................................................2
I. Lch s hnh thnh v pht trin ca cng ty CP TMVT Lin quc t ...............2
II. C cu t chc ca cng ty CP TMVT Lin quc t .............................................3
III. c im hot ng kinh doanh ca cng ty CP TMVT Lin quc t ................4
1. Chc nng v nhim v ca cng ty ...........................................................................4
2. Cc loi hnh hot ng ca cng ty CP TMVT Lin quc t ....................................5
IV. Doanh thu t dch v ca cng ty CP TMVT Lin quc t giai on t nm
2008 n nm 2010 ....................................................................................................6
Chng 2. THC TRNG TRIN KHAI HOT NG MARKETING TI
CNG TY CP TMVT LIN QUC T ..........................................................................8
I. Cc nhn t thc t nh hng n hot ng marketing ca cng ty ..............8
1. nh hng u t cho hot ng marketing ca cng ty ..........................................8
2. Ngun nhn lc hot ng trong lnh vc marketing ca cng ty ............................10
II. Tnh hnh trin khai hot ng marketing ti cng ty CP TMVT Lin quc
t trong giai on 2008 2010 ................................................................................11
1. Hot ng nghin cu th trng ..............................................................................11
2. Hon thin cc loi hnh dch v ...............................................................................12
3. Xy dng knh phn phi ..........................................................................................13
4. ng dng thng mi in t trong xc tin kinh doanh .........................................14
III. Nhn xt v thc t trin khai hot ng marketing ca cng ty CP TMVT
Lin quc t ..............................................................................................................16
2

1. u im v nhc im ............................................................................................16
1.1 u im .....................................................................................................................16
1.2 Nhc im ...............................................................................................................17
2. Thun li v kh khn ...............................................................................................17
2.1 Thun li ....................................................................................................................17
2.2 Kh khn ...................................................................................................................18
CHNG 3. KIN NGH - XUT CC GII PHP NHM HON THIN
HOT NG MARKETING TI CNG TY CP TMVT LIN QUC T ...........19
I. Kin ngh vi Ban lnh o cng ty .......................................................................19
1. Mnh dn u t cho cng tc nghin cu th trng ...............................................19
2. Tp trung u t vo cc chng trnh tuyn dng v o to ca cng ty ..............19
II. xut cc gii php hon thin hot ng marketing ......................................20
1. y mnh ng dng thng mi in t mt cch chuyn nghip trong hot ng
xc tin kinh doanh ...................................................................................................20
2. p dng quy trnh iu hnh chun (SOP) trong tng cng on ca tin trnh
hot ng ..................................................................................................................21
3. Nng cao cht lng hot ng ca cc knh phn phi ..........................................22
KT LUN .......................................................................................................................23
DANH MC TI LIU THAM KHO
PH LC Bng gi qung co nm 2011 Bo in t VNEXPRESS

3

LI NI U
Trong thi gian gn y, ngnh vn ti giao nhn Vit Nam c nhiu bc pht
trin ng k, c bit l m rng v qui m hot ng. Ch tnh ring th trng thnh
ph H Ch Minh c hn 1800 doanh nghip, cng ty kinh doanh loi hnh dch v
vn ti v giao nhn.
Do l mt ngnh mi pht trin ti Vit Nam trong khong 6 nm tr li y nn
ngnh vn ti giao nhn thu ht ngy cng nhiu doanh nghip va v nh tham gia
hot ng, kinh doanh. Tuy nhin, iu ng lu trn thc t l th trng vn ti
giao nhn Vit Nam hin vn cha c mt hnh mu dn ng, hay ni cch khc l
mt doanh nghip tin phong c kh nng ch dn, truyn t nhng kinh nghim
trong cch thc t chc hot ng t hiu qu cao. Theo , mt trong nhng vn
m cc doanh nghip giao nhn v vn ti Vit Nam ang i mt l lm th no
hon thin v nng cao cht lng ca hot ng h tr marketing nhm to c hnh
nh v uy tn ca cng ty trong mt khch hng. D hiu c vn mnh ang gp
phi nhng rt t doanh nghip quan tm ng mc cho hot ng h tr marketing v
nhiu nguyn nhn khch quan v ch quan. Chnh thc t ny cn tr con ng
pht trin, vn xa ca cc cng ty giao nhn vn ti Vit Nam.
Nhm nm bt thc t tnh hnh trin khai cc hot ng h tr marketing ca
mt cng ty giao nhn vn ti mi vo ngnh v t c nhng thnh tu trong nhng
bc u p dng, tc gi la chn cng ty CP TMVT Lin quc t (INCOTRANS)
kin tp trong thi gian cho php, ng thi chn ti Gii php hon thin cc
hot ng h tr marketing ti cng ty c phn thng mi vn ti Lin quc t,
vi mong mun tm hiu c th hn v thc t trin khai cc k hoch lin quan n
marketing, ng thi a ra mt s xut gip ci tin hot ng h tr marketing ti
cng ty.
Tc gi xin gi li cm n chn thnh n gio vin hng dn v Qu cng ty
tn tnh gip v to iu kin tc gi c th hon thnh bo co ny. Do hn
ch v thi gian v kin thc, bo co vn cn nhng im sai st, rt mong nhn c
nhng kin ng gp bo co c hon thin hn.

4

Chng 1. GII THIU CHUNG V CNG TY CP TMVT LIN QUC T
(INCOTRANS)
V. Lch s hnh thnh v pht trin ca cng ty CP TMVT Lin quc t
Tn ng k kinh doanh: Cng ty CP TMVT Lin quc t
Tn ting Anh: International Link Commercial Transport Joint Stock
Company (vit tt l INCOTRANS JSC)
Tr s chnh: Lu 5, To nh Nam Vit s 116D, ng Hong Diu,
Phng 12, Qun 4, TP. H Ch Minh
in thoi: (84 8) 54010699 54010704
Fax: (84 8) 54010698
Website: www.incotrans.com.vn
Email: incotrans@incotrans.com.vn
M s thu: 0304268150
Cng ty CP TMVT Lin quc t c chnh thc thnh lp vo ngy
11/8/2006 theo giy chng nhp ng k kinh doanh s 4103004476 do S K
hoch v u t TP. H Ch Minh cp, vi s vn iu l l 500.000.000 VN.
Ra i trong bi cnh Vit Nam chun b gia nhp T chc Thng Mi Th
gii (WTO), cng ty CP TMVT Lin quc t nhn thc r vai tr ca ngoi
thng trong thi i kinh t ton cu v nhanh chng nhn ra c s thit yu ca
nhu cu giao nhn hng ho cho cc doanh nghip xut nhp khu trong v ngoi
nc. Do , cng ty mong mun p ng lng nhu cu ngy mt tng ny nhm
gip cho cc doanh nghip trong v ngoi nc trnh khi nhng kh khn cng
nh gip h tit kim thi gian v chi ph pht sinh trong cng tc giao nhn hng
ho. Tuy l mt cng ty tr nhng vi i ng nhn vin, chuyn vin lnh ngh,
ham hc hi, cng ty CP TMVT Lin quc t tng bc c c nhng tin b
vt bc v cht lng dch v v ngy cng xy dng c uy tn trong lng nhiu
khch hng kh tnh n t cc quc gia Nht Bn, Hn Quc, Trong mi trng
kinh doanh ngy mt gay gt, nh nhng bc i ng n c ra kp thi
cng vi vic vn dng cc chin lc kinh doanh ph hp, cng ty CP TMVT Lin
5

quc t vn lun gi vng c phng hng kinh doanh ca mnh Uy tn Tn
tnh Gi c cnh tranh nhm mang n cho khch hng cht lng dch v cao
nht vi chi ph hp l nht.
Trong tng lai, vi nh hng thnh lp mt i ng nhn vin chuyn
nghip v nng ng lun p ng tt nht mi yu cu ca khch hng, cng ty CP
TMVT Lin quc t v ang khng ngng m rng lnh vc cng nh ngnh
ngh kinh doanh. ng thi, cng ty cn tin hnh y mnh m rng th trng
n cc thnh ph ln trong nc (H Ni, Vng Tu,) v c nc ngoi (Hng
Kng, Hn Quc,).
VI. C cu t chc ca cng ty CP TMVT Lin quc t
Hnh 1. S b my hot ng ca cng ty CP TMVT Lin quc t

Ngun: Phng Hnh chnh, cng ty CP TMVT Lin quc t
GIM C
PHNG
T VN U T
B PHN
T VN FDI
B PHN
T VN DDI
PHNG
HNH CHNH
PHNG
KINH DOANH
XNK
B PHN
CHNG T
B PHN
GIAO NHN
B PHN
SALES
PHNG
K TON
PH GIM C
6

C cu t chc nhn s ca cng ty CP TMVT Lin quc t gm 4 cp, vi
cp qun l cao nht gm 1 Gim c v 1 ph gim c. B my hot ng ca
cng ty tip tc c phn chia thnh cc phng chc nng m nhn cc cng tc
chuyn bit l Phng K ton, Phng Hnh chnh, Phng T vn u t v Phng
Kinh doanh xut nhp khu. Trong , Phng T vn u t v Phng Kinh doanh
xut nhp khu l hai n v quan trng m nhn ton b cc hot ng, nghip v
c lin quan n lnh vc hot ng ch cht ca cng ty l t vn u t v kinh
doanh dch v xut nhp khu. m bo tnh chuyn mn ha cao, Phng T
vn u t c chia thnh hai b phn nh l B phn T vn FDI v B phn T
vn DDI. ng thi, Phng Kinh doanh xut nhp khu cng tip tc phn chia
thnh ba b phn phn b u cho hai mng Xut khu v Nhp khu l: B phn
Chng t, B phn Giao nhn v B phn Sales.
Vi qui m kh nh ca cng ty vi ch hn 20 nhn vin, th c cu ny
hot ng t hiu qu v va th hin s chuyn mn ho va tn dng c li
th ca b my tinh gn l d vn hnh, d qun l v d kim sot. Tuy nhin, nu
p ng c mc tiu m rng phm vi v lnh vc kinh doanh ca mnh, th
vic p dng rp khun b my ny c th gy nhiu kh khn, bt cp cho cng ty
CP TMVT Lin quc t trong qu trnh hot ng.
VII. c im hot ng kinh doanh ca cng ty CP TMVT Lin quc t
3. Chc nng v nhim v ca cng ty
Cng ty CP TMVT Lin quc t thc hin t vn m phn, son tho, k kt,
thc hin v thanh l hp ng mua bn ngoi thng, hp ng gia cng, hp
ng tm nhp ti xut, ng thi, cng ty cn cung cp dch v khai bo hi
quan v giao nhn hng ho xut nhp khu bng ng bin v ng hng khng.
Ngoi ra, cng ty cn m nhn vn ti bng container v ng vai tr l i l tu
bin, mi gii hng hi.
Bn cnh , cng ty CP TMVT Lin quc t cn thc hin vic bun bn,
nhn k gi hng ho, nhp khu hng bn trong nc v ang tng bc m
nhn chc nng t vn v Ti chnh K ton cho khch hng.
7

Cng vi nhng chc nng ca mnh, cng ty CP TMVT Lin quc t c
nhim v phi tun th cc chnh sch, ch qun l kinh t, qun l xut nhp
khu v qun l ngoi hi, ng thi nghin cu cc bin php nng cao kh nng
qun l, gia tng s lng khch hng, m rng th trng v nng cao uy tn ca
cng ty.
4. Cc loi hnh hot ng ca cng tyCP TMVT Lin quc t
phc v mc ch pht trin ca mnh, cng ty CP TMVT Lin quc t tp
trung u t pht trin 3 ngnh ngh hot ng kinh doanh chnh l Dch v t vn
u t, Dch v logistics v Dch v k ton vi chi tit cc lnh vc c th hin
trong bng 1.1
Bng 1.1 Kt cu cc lnh vc hot ng ca cng ty CP TMVT Lin
quc t
Dch v t vn u t Dch v logistics Dch v k ton
Thnh lp doanh nghip Khai thu hi quan K ton doanh nghip
T vn u t Giao nhn hng ho Khai bo thu
Qun l v pht trin d n Vn ti hng ho Quyt ton thu
Qun tr doanh nghip Bao b Dn nhn Hon thu
Mua bn doanh nghip
Dch v kho vn, vn ti
ngoi thng
T vn ti chnh
Ti cu trc doanh nghip Dch v giao nhn trn gi
Php l thng hiu i din thng mi
Bt ng sn y thc xut nhp khu
Ngun: Phng t vn u t v Phng kinh doanh xut nhp khu
Nhn chung, cng ty chn la ng khi hng mi nhn vo cc lnh vc
trn pht trin lu di. So vi khi va thnh lp ch tp trung vo hot ng giao
nhn xut nhp khu, cng ty CP TMVT Lin quc t tng bc hon thin c
8

cu hot ng ca mnh c th thu ht c nhiu doanh nghip, nh u t mi
cng nh gi c uy tn trong lng khch hng.
VIII. Doanh thu t dch v ca cng ty CP TMVT Lin quc t giai on 2008
2010
T nm 2008 n 2010, cng nh nhiu cng ty khc, cng ty CP TMVT Lin
quc t tri qua nhng thng trm cng bin ng ca nn kinh t ton cu. Tuy
nhin, kt qu hot ng ca cng ty cng c nhng du hiu kh quan, th hin r
bng sau:
Bng 1.2 Doanh thu theo c cu dch v ca cng ty CP TMVT
Lin quc t giai on 2008 2010
(n v tnh: VN)
Khon mc Nm 2008 Nm 2009 Nm 2010
T vn u t 1.402.450.206 1.115.270.394 1.192.734.635
Giao nhn hng xut nhp khu 3.594.783.808 2.462.754.611 3.029.334.871
Tng doanh thu 4.637.234.014 3.578.025.005 4.222.069.506
Tc tng trng (%) - - 28,84 18,00
Ngun: cng ty CP TMVT Lin quc t
Khng hong ti chnh ton cu nh hng kh r rt n cng ty dn n
doanh thu ca cng ty trong 2 nm 2008 v 2009 gim t ngt v tc tng
trng ca nm 2009 mc 28,84%. Tuy nhin, trong nm 2010, cng ty tng
tc tr li vi mc doanh thu 4.222.069.506 VN, vt 18% so vi nm 2009.
Trong nm ny, cng vi s hi phc ca nn kinh t th gii, cng ty CP TMVT
Lin quc t kp n nh li hot ng, chn chnh i ng nhn vin v thc
hin mt s bin php tht cht thu chi nhm m bo mc tng trng bn vng
trong nhng nm tip theo.
D dng nhn thy rng, th mnh ca cng ty CP TMVT Lin quc t nm
kh nng cung cp dch v giao nhn hng ho xut nhp khu, mang li cho
9

cng ty 2.462.754.611 VN trong thi k khng hong, chim hn 70% tng
doanh thu trong nm 2009. Nm 2010, cng ty CP TMVT Lin quc t tip tc pht
huy th mnh ca mnh bng vic tng doanh thu t hot ng giao nhn hng ho
xut nhp khu ln n 3.029.334.871 VN, cao gn gp ba con s 1.192.734.635
VN m hot ng t vn u t mang li cho cng ty CP TMVT Lin quc t.























10

Chng 2. THC TRNG TRIN KHAI HOT NG H TR
MARKETING TI CNG TY CP TMVT LIN QUC T
IV. Cc nhn t thc t nh hng n hot ng h tr marketing ca cng
ty CP TMVT Lin quc t
3. nh hng u t chomarketing ca cng ty
Marketing ng vai tr quan trng i vi s tn ti ca hnh nh doanh
nghip trong mt khch hng cng nh cc i tc. Nu khng c hoc c rt t s
quan tm ng n i vi hot ng marketing, doanh nghip c th gp rt nhiu
kh khn trong vic khng nh hnh nh v thng hiu ca mnh. Do vy, vn
u t cho marketing cng nh vic xc nh chi ph dnh cho hot ng ny lun
c nhiu cng ty tt c cc loi hnh kinh doanh nghin cu cn thn v nghim
tc.
L mt cng ty nh, nhn thc c v th ca mnh trong ngnh, cng ty CP
TMVT Lin quc t khng chn cch tp trung mi ngun lc vo hot ng h
tr marketing to ch ng lu di trn thng trng. Thay vo , bn cnh
vic u t kh mng cho cc cng tc lin quan n marketing, cng ty CP TMVT
Lin quc t tp trung pht huy th mnh ca mnh cc lnh vc phc v cho
khch hng. iu ny c th hin qua bng sau:
Bng 2.1 Kt cu chi ph trong hot ng kinh doanh ca cng ty CP
TMVT Lin quc t giai on 2008 2010
(n v tnh: VN)
Khon mc Nm 2008 Nm 2009 Nm 2010
Chi ph bn hng 52.450.206 46.703.940 58.273.463
Chi ph Qun l doanh nghip 924.783.808 962.754.611 902.933.480
Chi ph ti chnh 17.234.014 13.578.020 20.069.506
Gi vn hng bn 1.622.794.089 1.107.400.364 1.733.478.382
11

Tng chi ph 2.617.262.117 2.130.436.935 2.714.754.831
Ngun: cng ty CP TMVT Lin quc t
C th thy, cng ty dnh hn 90% khon chi chi cho cc hot ng
qun l doanh nghip, u t cho cht lng dch v trong khi chi ph bn hng,
trong bao gm phn ln chi ph cho cc hot ng h tr marketing, ch chim
khong 2% qua cc nm. Vi kinh ph hn hp nh vy, cng ty CP TMVT Lin
quc t khng th mnh tay u t nng cao cht lng cng nh bin ha hot
ng h tr marketing tng v th cnh tranh ca mnh so vi cc i th trong
ngnh. Bn cnh , nh cc cng ty giao nhn va v nh khc, cng ty CP
TMVT Lin quc t vn xem marketing cho thng hiu ca mnh l mt hot ng
cha thc s cn thit. V v th, a s cc khch hng bit n cng ty C phn
TMVT Lin quc t l cc doanh nghip quen bit nh gii thiu t cc i tc lu
nm ca cng ty trong khi c rt t cng ty bit n ci tn cng ty CP TMVT Lin
quc t v ch ng hp tc.
Ngoi ra, p lc tng gi t cc nh cung cp dch v h tr marketing cng l
mt yu t c tc ng n quyt nh u t cho marketing ca cng ty. Qung
co, l mt v d, l mt hot ng mang li hiu qu truyn thng rt cao cho
doanh nghip nu nh c u t k lng, chu o. i vi cc cng ty c qui
m ln, chi ph b ra cho qung co rt ln v khng th c tnh chnh xc. Tuy
nhin, vic u t kinh ph cho qung co li l vn gy tr ngi cho cc cng ty
va v nh v s tin qu ln so vi li nhun m cc cng ty ny thu c.
Trong khi , cc nh cung cp dch v qung co nh cc cng ty qung co
chuyn nghip, cc i pht thanh truyn hnh, to son vn khng ngng tng
gi v i tng hng n ca cc cng ty ny ch yu l cc tp on, cc cng ty
ln trong v ngoi nc, ngi sn sng chi nhiu tin cho qung co. Vi cng ty
c qui m nh nh cng ty CP TMVT Lin quc t, nu ch p dng cch thc
qung co thng qua cc phng tin truyn thng trc tuyn nh Internet th
hao tn gn hai phn ba li nhun thu c cha k cc chi ph pht sinh khc.
12

Trong thc t hot ng ca cng ty, qung co ng vai tr khng quan trng v
hu nh mang li li nhun khng ng k v v vy, cng ty khng c ch trng
u t nhiu cho hot ng ny.
4. Ngun nhn lc hot ng trong lnh vc marketing ca cng ty
Lc lng chuyn vin l nhn t quan trng quyt nh thnh cng ca vic
thc thi cc chin lc marketing trong mt cng ty. i ng ny s m nhn vic
ln tng qung b cho hnh nh gn lin vi cng ty v trin khai cc tng
sao cho t c hiu qu truyn thng cao nht. Ty theo tnh cht ca mi cng
ty m b phn chuyn vin marketing s c sp xp v b tr cng tc khc nhau.
Vi cng ty CP TMVT Lin quc t, b phn marketing khng c t chc
thnh mt ban c lp m c lng ghp vo b phn Kinh doanh ph hp vi
qui m tng i nh ca cng ty. Ngoi li ch v tnh ph hp vi qui m, cch
sp xp nh vy gip cho cng ty tit kim thi gian trin khai cc d n, k hoch
ca mnh lin quan n vic to lp uy tn ca cng ty trong mt khch hng, cng
vic vn i hi nhiu kinh ph. C th, cng ty CP TMVT Lin quc t, nhn
vin Phng Kinh doanh ngoi vic m nhn tm kim v p ng yu cu phc v
ca khch hng nhm mang li li nhun cho cng ty th cn c nhim v gii thiu
v cng ty, mang hnh nh, thng tin v cng ty n cc i tc tim nng. Tuy
nhin, vic khng c mt b phn marketing ring bit cng l mt tr ngi cng
ty CP TMVT Lin quc t c bit n nhiu hn do khng th chuyn mn ho
hon ton nhng hot ng ca b phn ny. Theo thng k khng chnh thc t
Phng Kinh doanh ca cng ty, hn 80% khch hng c cng ty phc v trong
nm 2010 l nhng doanh nghip quen bit giao dch vi cng ty t khi cng ty
mi thnh lp vo nm 2006. iu ng ngha vi vic cng ty CP TMVT Lin
quc t vn cha c nhiu i tc trong v ngoi nc bit n. V v vy, vn
ny gy tr ngi cho cng ty trong vic theo ui nh hng m rng v pht
trin lu di ca mnh.
Nh phn tch phn trn, marketing hiu qu, i hi cng ty phi u
t k lng v nghim tc ngay t u. Song, cng ty CP TMVT Lin quc t ch
13

ch trng hot ng kinh doanh nhng dch v m mnh cung cp, t quan tm n
vic thnh lp v rn luyn mt i ng chuyn vin marketing cho ring cng ty.
Theo thng k ca phng Hnh chnh,trong i ng nhn vin hin nay, s ngi c
kin thc v kinh nghim v marketing gn nh bng khng. iu ny nh hng
trc tip n vic trin khai cc hot ng marketing trong cng ty do khng c lc
lng m trch ln tng cho cc chin lc marketing tham mu cho ban
lnh o. V v vy, cho n nay, cng ty vn cha t c thnh cng no nht
nh trong vic m rng thng hiu ca mnh.
V. Tnh hnh trin khai cc hot ng h tr marketing ti cng ty CP
TMVT Lin quc t trong giai on 2008 - 2010
5. Hot ng nghin cu th trng
Nghin cu th trng l mt hot ng khng th thiu i vi cc cng ty
giao nhn tm hiu r th trng,khch hng v i th ca mnh nhm phc v
cng tc phn khc th trng v nh v doanh nghip, ng thi ng vai tr
quyt nh trong thnh cng ca mt chin lc marketing. Tuy nhin, trong 3 nm
tr li y, cng ty CP TMVT Lin quc t vn cha thc hin y cng tc
nghin cu th trng cng nh cha c s u t ng mc cho vic ny.
Nh phn tch phn trn, do khng c b phn marketing ring bit nn
hu nh cng tc kho st, nghin cu th trng ca cng ty trin khai khng bi
bn, chuyn nghip v hiu qu mang li khng p ng thng tin, yu cu m cng
ty cn. C th, i vi cng tc tm hiu khch hng hin ti v tim nng ca mnh,
cng ty CP TMVT Lin quc t khng t chc kho st cc i tng mi nh
nhng cng ty, doanh nghip m cng ty cha tng hp tc trn th trng m ch
tp trung vo cc cng ty, cc doanh nghip vn rt quen v giao dch vi cng
ty nhiu ln. Do vy, ch khi thc s cn thng tin chnh xc v cc cng ty tim
nng m rng giao dch, cng ty CP TMVT Lin quc t mi tp trung ngun
lc ti chnh thu dch v kho st bn ngoi cng ty. Vic lm nh vy rt tn
km v ri ro v tnh chnh xc ca thng tin rt cao v hn ht l khng m bo
mc chc chn trong cc quyt nh pht trin, m rng ca cng ty.
14

i vi cng tc iu tra nhu cu ca khch hng v sn phm v dch v ca
mnh, CP TMVT Lin quc t a phn tn dng mi lin h vi cc cng ty i tc
lu nm, kt hp vi tham kho kin t vn ca chuyn gia nm bt thng tin
v th hiu ca khch hng trn th trng i vi dch v m cng ty cung cp
v c th b sung, hon thin. T , cng ty m thm cc dch v t vn k ton,
t vn u t tn dng c li th ca mnh. Tuy nhin, vic kho st nh vy
khng phn nh c c tnh ca th trng v i tng m cng ty mun hng
n v v vy, kh nng thng tin c c khng chnh xc l rt cao. Ring i vi
cng tc tm hiu khch hng ca cc i th cnh tranh trn cng th trng, thng
tin m CP TMVT Lin quc t c c t cc i th ca mnh ch gii hn
nhng thng tin v cng ty, th mnh kinh doanh v cc hot ng tiu biu ca
cng ty. Vic tm hiu ny ch gip cho CP TMVT Lin quc t b sung thm thng
tin phn no c bit ha cch thc phc v khch hng ca mnh ch khng th
ng gip cng ty nng cao kh nng cnh tranh so vi cc i th.
6. Hon thin cc loi hnh dch v
Vi cc doanh nghip hot ng trong lnh vc dch v vn ti v giao nhn,
vic c bit ho bng sn phm mang tnh mi rt kh p dng v c th ca loi
hnh dch v ny l lun bin ng v nhu cu ca khch hng khng ngng thay
i. Do vy, a phn cc cng ty chn cch theo st s bin ng v iu chnh,
hon thin cc dch v sn c kt hp b sung thm cc dch v trn th trng ang
c nhu cu nhm p ng nhng khch hng kh tnh v d thay i.
Nh phn tch trn, cng ty CP TMVT Lin quc t hin ang kinh doanh
3 loi hnh dch v chnh l dch v t vn u t, dch v giao nhn xut nhp
khu, dch v k ton. Trong , th mnh ng thi cng l mi nhn hot ng
ca cng ty ngay t nhng ngy u thnh lp chnh l dch v giao nhn xut nhp
khu vi cc nghip v nh khai thu hi quan, giao nhn hng ho, kho vn, i
din thng mi, Nhng bui u, hot ng t vn u t ch l mt phn khng
quan trng c cng ty vn dng nh mt hnh thc gi chn cc khch hng mi,
thng l nhng cng ty mi thnh lp, ch cha c xem l mt trong nhng mi
15

nhn ca cng ty. Sau mt thi gian hot ng, nhn thc c tm quan trng ca
hot ng t vn, h tr doanh nghip cc vn php lin quan n hot ng sn
xut kinh doanh, cng ty CP TMVT Lin quc t tch hn hot ng t vn u
t thnh mt loi hnh dch v m cng ty cung cp v c tnh ph. Trong 3 nm tr
li y, da vo thc t v kinh nghim lm vic vi cc doanh nghip, cng ty CP
TMVT Lin quc t m thm dch v k ton nhm h tr doanh nghip cc vn
lin quan n thu nh khai bo thu, quyt ton thu, hon thu,
Vi cng ty c quy m nh nh CP TMVT Lin quc t, vic cung cp cc
dch v nh trn rt ph hp vi c im v li th ca cng ty, gip cng ty pht
huy ti a ngun lc ca mnh. Tuy nhin, tn ti lu di v bn vng trn th
trng, cng ty cn nng cao hn na cht lng ca dch v m mnh cung cp,
p ng nhu cu ngy mt a dng ca khch hng.
7. Xy dng knh phn phi
H thng knh phn phi ng vai tr quan trng trong vic mang sn phm,
dch v ca cng ty n vi khch hng mt cch nhanh nht, d dng nht. u t
xy dng v hon thin h thng phn phi cng l mt trong nhng cng tc cn
s quan tm, xem xt cn thn.
Trong 3 nm tr li y, ph hp vi quy m v ngun nhn lc vn c ca
mnh, cng ty xy dng h thng phn phi trc tip nhm p ng nhu cu ca
khch hng m khng cn phi thng qua cc knh trung gian nh i l, mi
gii, Khi tip nhn yu cu ca khch hng, phng Kinh doanh ca cng ty s x
l thng tin v chuyn trc tip sang cc b phn hu quan thc hin cc cng tc
cn thit p ng yu cu . Vic thc hin nh vy gip cng ty tit kim thi
gian tp trung vo thc hin cc cng tc chuyn mn mt cch k lng, ng
thi vic ny cng gip cng ty tit kim c chi ph mt cch ng k. Tuy
nhin, vi h thng phn phi nh vy, cng ty ch p ng nhu cu ca mt lng
khch hng rt gii hn, a phn l cc bn hng quen bit v cc cng ty trong a
bn thnh ph H Ch Minh. Hin nay, cng ty ang d kin xy dng cc i l
Nng v H Ni nhm phc v cc khch hng 2 a phng ny. y l mt
16

quyt nh sng sut nu c ng dng trong thc t v vic m rng nh vy s
gip cng ty to dng c hnh nh ca mnh ngoi th trng chnh l thnh ph
H Ch Minh.
Tuy nhin, vn ang tn ti l cht lng phc v ca cng ty khng nh
nhau v khng theo mt tiu chun no v cht lng dch v giao nhn do vy m
cng ty vn cha xy dng c hnh nh hon chnh v phong cch phc v trong
mt khch hng.Hin nay, nh nhiu cng ty giao nhn khc, cng ty CP TMVT
Lin quc t vn ang p ng cc yu cu ang xut hin ngy mt nhiu trn th
trng nhng t ch trng cng tc qun l cht lng cc dch v cung cp cho
khch hng. C th, khi tip nhn yu cu t khch hng, cng ty ch phn cng
ngu nhin nhn vin thc hin chnh xc nhng yu cu ny v khng qun l cch
thc m nhn vin c phn cng tin hnh. iu ny nh hng rt ln n s
pht trin lu di ca cng ty v thiu mt yu t ring c ca dch v m cng ty
cung cp v hn ht l vic cng ty khng th kim sot ht cch thc lm vic ca
cc nhn vin trong cng ty c th gy thit hi v uy tn ca mnh nu nhn vin
lm vic v trch nhim v c thi khng ng mc vi khch hng.
8. ng dng thng mi in t trong xc tin kinh doanh
Vai tr ca thng mi in t trong xc tin hot ng kinh doanh ngy mt
ln v c xem nh l mt trong nhng nhn t then cht quyt nh thnh cng
ca hot ng marketing ca cc cng ty. Hin nay, vic ng dng thng mi in
t vo hot ng sn xut, kinh doanh ca cc cng ty, doanh nghip va v nh
Vit Nam vn ang bc u a vo hot ng v cn nhiu hn ch.
Vi cng ty CP TMVT Lin quc t, thng mi in t c p dng ch
yu trong vic xc tin kinh doanh, c th l trong qu trnh tm kim, giao dch vi
khch hng v gii thiu cng ty, h tr khch hng thng qua website. Khi tm
kim tin ti giao dch vi khch hng, cng ty s dng phng thc email
marketing kt hp ng tin trn cc trang web. T cc ngun thng tin ng tin cy,
cng ty gi email gii thiu n cc cng ty mi giao dch ng thi ng ti thng
tin ngn gn trn cc trang web nh http://vietnam.panpages.com,
17

www.freightnet.com thu ht cc cng ty t nhiu ni trong v ngoi a bn
thnh ph H Ch Minh. Cch thc ny gip cho cng ty tit kim nhiu chi ph cho
truyn thng v xc sut khch hng bit n cng ty l kh cao. Theo thng k
khng chnh thc t cng ty, t l ny l khong 20%, ngha l c 100 n v,
doanh nghip tm hiu hoc nhn c email gii thiu t cng ty, c khong 20
n v, doanh nghip quan tm v bit n nhiu thng tin ca cng ty.Tuy nhin,
ni dung ng ti, truyn t ca cng ty cn kh s si v th hin s thiu chuyn
nghip v khng c s u t ng mc. iu ny c th gy phn tc dng v
khch hng c th cm thy phin phc v khng tin tng ngay t ln u tin tm
hiu. V vic s dng website gii thiu trc tuyn thng tin ca cng ty v h
tr khch hng, trong 3 nm tr li y, cng ty CP TMVT Lin quc t xy
dng v ang hon thin dn trang tin in t ring ca mnh
(www.incotrans.com.vn). Trn , cng ty th hin c nhng thng tin c bn
v qu trnh thnh lp, cch thc hot ng, loi hnh kinh doanh vi hnh thc kh
bt mt v d dng tra cu. Tuy vy, thng tin m cng ty ng ti kh t c th
gip khch hng tm hiu y , r rng v ring mc h tr - t vn khch hng
vn trng, cha c thng tin chi tit v cc vn m khch hng thc mc, nghi
vn hoc nhng kinh nghim b ch, cn thit. Do tnh hnh nh vy nn lt truy
cp tham quan website trung bnh ca cng ty trong 3 nm gn y khng cao, th
hin r bng sau:
Bng 2.3 Bng thng k tnh hnh truy cp website www.incotrans.com.vn
trong giai on 2008 2010
(n v: lt)
Nm 2008 2009 2010
S lt truy cp 1527 1655 1890
S lt khch giao dch qua website 93 102 113
S lt gii p thc mc ca khch hng 23 19 34
Ngun: cng ty CP TMVT Lin quc t
18

Nh vy, vn t ra vi cng ty CP TMVT Lin quc t l lm sao tn
dng c tnh u vit ca thng mi in t trong xc tin kinh doanh.Trong gii
hn ca mnh, cng ty cn ch trng u t vo ngun nhn lc vi k nng v
trnh chuyn mn tt ng thi tht cht mi lin kt vi khch hng thng
qua knh thng tin trc tuyn ny, cng ty cng cn xem xt cc hnh thc hu mi
sao cho la chn c cch thc gi chn khch hng lu di v nng cao uy tn
ca mnh.
VI. Nhn xt v thc t trin khai cc hot ng h tr marketing ca cng ty
CP TMVT Lin quc t
3. u im v nhc im
3.1 u im
Cng tc trin khai cc hot ng h tr marketing ca cng ty CP TMVT
Lin quc t trong giai on 2008 2010 th hin mt s u im ng lu sau:
Th nht, tuy l mt cng ty cn kh tr trong ngnh, nhng trong gn 3 nm
tr li y, vic trin khai hot ng marketing ca cng ty CP TMVT Lin quc t
gt hi c thnh cng ng khch l, gip cho doanh s ca cng ty tng ln
hng nm v ngy cng c nhiu khch hng bit v tm n giao dch vi cng ty.
t c thnh qu ny l nh s n lc ca tp th ban lnh o v nhn vin cng
ty CP TMVT Lin quc t trong vic trin khai cc chin lc, k hoch ca cng
ty.
Th hai, nhng k hoch, chin lc hot ng ca cng ty th hin c s
linh hot, nhy bn vi th trng gip cho cng ty tn dng v c th khai thc ti
a cc ngun lc. iu ny c th hin qua thc t phn cng, phn nhim gia
cc nhn vin trong cng ty trong qu trnh hot ng. Nhn s cng ty c phn
b cho cc cng tc theo hng va hon thnh nhim v ca mnh va h tr cc
nhn vin khc. Vic lun chuyn ny ng thi gip cho cng ty phn no khc
phc phn no kh khn do s lng nhn vin t.
Th ba, cng ty tn dng v pht huy th mnh ca mnh trong hu ht cc
hot ng h tr marketing to s ha hp trong qu trnh thc thi cc tng, hn
19

ch ti a nhng trng hp bt kh thi do s khng tng thch gia nh hng
pht trin ca cng ty v cc k hoch marketing. Trong thc t trin khai cc hot
ng ny, cng ty lin kt cht ch vi cc hot ng khc nhm thng nht theo
nh hng chung ca cng ty.
3.2 Nhc im
Trong qu trnh trin khai cc hot ng h tr marketing, tuy c nhiu c
gng ng k, nhng cng ty vn cn nhng mt tn ti cn khc phc.
Th nht, vic cha xy dng mt b phn marketing chuyn trch cc cng
tc lin quan khin cng ty khng tn dng trit cc c hi to n tng v hnh
nh ca cng ty trong mt khch hng. Do khng c b phn chuyn mn nn a
phn cc cng tc lin quan n marketing do cc b phn khc kim nhim khin
cho hiu qu hot ng t c khng cao.
Th hai, cng ty thiu s qun l cht ch cng nh u t hp l t pha ban
lnh o trong qu trnh trin khai cc hot ng h tr marketing, dn n vic
thiu s iu chnh hp l, kp thi khi c s c pht sinh hoc khi k hoch din
bin theo chiu hng bt li cho cng ty.
4. Thun li v kh khn
4.1 Thun li
Vic trin khai cc hot ng h tr marketing ca mnh, cng ty CP TMVT
Lin quc t gp rt nhiu iu kin thun li t bn trong ln bn ngoi cng ty.
Th nht, ngnh vn ti hng ho quc t ang c nhng bc tin nhy vt
trong 5 nm tr li y. Bn cnh , nhu cu xut nhp khu Vit Nam ngy mt
gia tng ko theo nhu cu vn chuyn hng ho trong nc v i nc ngoi cng
tng theo.
Th hai, thnh ph H Ch Minh l mt th trng y tim nng cho vic
pht trin ca dch v giao nhn. y l mt trong nhng ni nng ng v pht
trin v mt kinh t, c bit l kinh t ngoi thng vo bc nht Vit Nam, to
iu kin thun li cho vic thc y ngnh giao nhn hng ho ni a v quc t.
20

Th ba, cng ty CP TMVT Lin quc t c c ban lnh o kinh nghim v
kho lo trong x l cc tnh hung kt hp nhp nhng, cht ch vi i ng nhn
vin nhit tnh, nng n, c hiu bit v hot ng h tr marketing.
4.2 Kh khn
Vic trin khai hot ng h tr marketing ti cng ty CP TMVT Lin quc t
b chi phi bi nhiu yu t c khch quan ln ch quan, c tc ng trc tip n
s pht trin ca cng ty.
Th nht, tnh hnh kinh t th gii trong 5 nm tr li y y bin ng v
kh d on c chnh xc xu hng pht trin, ko theo chi ph cho ngnh vn ti
v giao nhn hng ho cng tng ln v c du hiu khng th kim sot cht ch.
Th hai, th trng vn ti giao nhn ti thnh ph H Ch Minh tuy mu m
nhng nh v xut hin rt nhiu cng ty trong ngnh cnh tranh vi nhau kh gay
gt. Thm vo , tnh thi v ca ngnh vn ti hng ha khin cng ty phi lun
bin i v iu chnh phng thc phc v khch hng. Song, chi ph cho vic
iu chnh ny kh cao i vi mt cng ty c quy m nh nh cng ty CP TMVT
Lin quc t.
Th ba, chi ph u t vo hot ng lin quan n marketing ca cng ty CP
TMVT Lin quc t b gii hn do tim lc ti chnh tng ng vi quy m va v
nh ca cng ty khng cho php. y l yu t nhy cm v nh hng rt nhiu
n vic vch ra tng mi cho hot ng h tr marketing ca cng ty.









21

Chng 3. KIN NGH - XUT CC GII PHP
NHM HON THIN HOT NG H TR MARKETING
TI CNG TY CP TMVT LIN QUC T
III. Kin ngh vi Ban lnh o cng ty
3. Mnh dn u t cho cng tc nghin cu th trng
Nh phn tch phn trn, nghin cu th trng l mt hot ng khng
th thiu i vi cc cng ty giao nhn tm hiu r th trng, khch hng v i
th ca mnh nhm phc v cng tc phn khc th trng v nh v doanh nghip,
ng thi ng vai tr quyt nh trong thnh cng ca mt chin lc marketing.
Trong kh nng ca mt cng ty va v nh, cng ty CP TMVT Lin quc t
nn mnh dn u t xy dng mt k hoch nghin cu, kho st tm hiu r
hn th trng thnh ph H Ch Minh cng nh cc tnh, thnh ph ln trong nc
nh H Ni, Nng, Cn Th, nhm phc v cho nh hng m rng kinh
doanh ca mnh. Trong qu trnh xy dng k hoch chi tit, cng ty cn quan tm,
ch trng vic thit k ni dung v cch thc kho st ph hp vi c im kinh
doanh ca tng vng min sao cho tit kim ti a chi ph.
4. Tp trung u t vo cc chng trnh tuyn dng v o to ca cng ty
i vi cc cng ty cung cp dch v giao nhn, yu t con ngi ng vai tr
rt quan trng v l mi quan tm hng u. Tuy nhin, trong thc t hot ng, y
ng thi l mt trong nhng im yu nht ca cc cng ty giao nhn Vit Nam.
c c i ng nhn vin chuyn nghip phc v trong lnh vc
marketing, cng ty CP TMVT Lin quc t nn xy dng chng trnh tuyn dng
nhn s mt cch bi bn v th hin c nhng ni dung c bn v kinh nghim
hot ng trong lnh vc marketing v t phn loi c cc ng vin c tim
nng hot ng trong lnh vc ny. ng thi, trong qu trnh hot ng, cng ty
nn c nhng bui rn luyn, chia s kinh nghim gia cc nhn vin gip nhn
vin tng tnh thch nghi vi cng tc marketing ng thi nng cao tinh thn hp
tc v kh nng phi hp nhp nhng.

22

IV. xut cc gii php hon thin hot ng h tr marketing
4. y mnh ng dng thng mi in t mt cch chuyn nghip trong
hot ng xc tin kinh doanh
thng mi in t ng dng trong kinh doanh dch v mang li hiu qu
cao i hi cng ty phi ch trng quan tm n tnh chuyn nghip trong qu trnh
trin khai cc tng. ng thi, ngoi cc hnh thc v ang p dng, cng ty
CP TMVT Lin quc t nn b sung mt s hnh thc khc tng kh nng tip
cn vi khch hng.
V vic p dng email marketing, cng ty nn qun l cht ch v mt ni
dung, hnh thc trnh by v cch thc gi trnh vic khin cho ngi c cm
thy b lm phin, gy phn tc dng. ng thi, sau khi gi, cng ty cn tin hnh
thng k lng khch hng quan tm sau khi nhn c email rt kinh nghim
cho nhng ln tip theo.
V vic qun l website, cng ty nn m rng thm nhiu tnh nng h tr trc
tuyn cho khch hng nh mc t vn min ph cc vn c bn dnh cho cng ty
mi hot ng, mc gii p thc mc trc tuyn vi cc ch c lin quan n
lnh vc hot ng ca cng ty, ng thi, cng ty nn thng xuyn cp nht
cc thng tin v cng ty cng nh cc thnh tu m cng ty t c nhm to
n tng tt trong mt khch hng.
Ngoi ra, cng ty nn m rng lin kt vi cc website ca cc cng ty khc
hot ng trong ngnh m rng mng li tip cn vi ngun khch hng a
dng, phong ph. Vic lin kt website gip cng ty c nhiu c hi quen bit thm
nhiu cng ty khch hng khc, m rng ngun c s d liu cho vic tm hiu th
trng ca cng ty. Thm vo , cng ty cn nghin cu pht trin chc nng
t hng v giao dch qua website ca mnh nng cao tnh tin li nhm phc v
khch hng mt cch tt nht trong thi gian ngn nht. Trong thi i truyn thng
ngy nay, vic p ng nhu cu khch hng nhanh chng v hiu qu l vn
c quan tm hng u ca cc doanh nghip, c bit l i vi cc cng ty giao
nhn.
23

5. p dng Quy trnh iu hnh chun (SOP) trong tng cng on ca tin
trnh hot ng
Tin trnh hot ng, v hn ht l thi gian, l mt trong nhng yu cu hng
u trong lnh vc giao nhn vn ti. Song, a s cc cng ty giao nhn ti Vit
Nam, trong c cng ty CP TMVT Lin quc t, cha quan tm ng mc cho
yu t ny. Cng ty c th khng tc ng ln thi gian vn chuyn ca tu thuyn,
my bay, xe ti, nhng hon ton c th lm ch thi gian hu ht cc cng
on nh lm chng t, khai hi quan, Vn t ra l vi mi cng on nh
vy cn c cc quy trnh iu hnh chun (SOP) m bo c thc hin mi lc
mi ni.
Quy trnh iu hnh chun (SOP) l mt b n phm hng dn chi tit tin
trnh thc thi nhng hot ng thng nht m mt t chc phi tun th. S pht
trin v ng dng SOP l mt phn khng th tch ri trong mt h thng cht
lng hiu qu bi v h thng ny cung cp thng tin cho cc t chc, c nhn
nhm thc hin cng vic mt cch ton din, ng thi to iu kin thun li
cht lng sn phm c th t n hon ho. H thng SOP m t chi tit tin
trnh thc hin cc cng tc nh k trong ni b t chc, ng thi hng dn cn
k cch thc tin hnh cc hot ng cn thc hin nhm tng cng s tng thch
trong cc yu cu v cht lng v k thut cng nh h tr cho cht lng ca c
s d liu. V d, h thng ny s m t cc hot ng chun ho nh l quy trnh
phn tch, vn hnh, bo tr thit b. H thng SOP cn nhm mc ch mang li li
ch cho cc cng ty, doanh nghip, hoc to iu kin thun li cho cc t chc c
cc hot ng c h tr bi h thng ny. Bn cnh , h thng SOP cn gip
cho cc doanh nghip duy tr cc quy trnh kim sot v m bo cht lng sao
cho ph hp vi qui nh ca php lut.
p dng h thng ny mt cch hiu qu, bc u, cng ty cn u t
kinh ph o to k nng qun l h thng SOP cho nhng cn b chuyn trch.
Sau khi c o to bi bn, chuyn nghip, lc lng chuyn trch ny s vn
24

hnh trc tip ti cng ty v hng dn, o to li cho cc lp nhn vin tip theo
nhm m bo tnh k tha.
6. Nng cao cht lng hot ng ca cc knh phn phi
Nh cp cc phn trn, knh phn phi c vai tr kh quan trng gip
cng ty tip cn khch hng nhiu th trng khc nhau mt cch d dng. Tuy
nhin, th trng giao nhn ca Vit Nam cn kh nh b so vi cc nc trn th
gii, dn n s cnh tranh gay gt gia cc i th trong ngnh, ng thi khin
cho tm quan trng ca knh phn phi khng cn qu ln.
Vn t ra i vi cng ty CP TMVT Lin quc t l tp trung nng cao
cht lng hot ng ca cc knh phn phi hin ti lm hnh mu cho tng
lai theo nh hng m rng phm vi hot ng ca cng ty. lm tt iu ny,
t trong bi cnh ngnh giao nhn vn ti Vit Nam nh hin nay, cng ty nn tp
trung khai thc ti a chc nng rt ngn khong cch v chc nng t vn trong
hot ng ca cc knh phn phi. Thi gian trong kinh doanh v cng qu bu v
c bit, thi gian trong mi trng giao nhn ch cn tnh bng gi, bng pht. V
vy, cng ty cn mang dch v ca mnh n gn khch hng hn na, p ng yu
cu ca h nhanh hn na. ng thi, cng ty nn th hin kh nng ca mnh v
s gn gi, thn thin vi khch hng thng qua hot ng t vn, gii p cc thc
mc trong cng tc ca khch hng mt cch y , tn tnh.










25

KT LUN
Cng ty CP TMVT Lin quc t l mt cng ty kh tr hot ng trong lnh
vc cung cp dch v vn ti v giao nhn. Vi nhng kt qu t c ng khch
l cng vi uy tn to c trong mt khch hng trong hn 5 nm qua, tin chc
rng, cng ty CP TMVT Lin quc t s thnh cng vi nh hng m rng quy
m v pht trin bn vng ca mnh.
Sau qu trnh kin tp, hc hi v nghin cu, tc gi th hin r trong bi
vit ca mnh nhng hiu bit ca mnh v hot ng h tr marketing ti cng ty,
v nhng yu t nh hng cng nh kh khn m cng ty gp phi khi trin khai.
Qua , tc gi kim chng li c nhng kin thc hc v marketing cng
nh am hiu hn v thc t p dng cc l thuyt marketing trong cc cng ty giao
nhn vn ti va v nh. ng thi, di gc nhn v tm hiu bit ca bn thn,
tc gi kin ngh vi ban lnh o cng ty cng nh xut mt s nhng gii
php nhm hon thin hot ng h tr marketing ti cng ty CP TMVT Lin quc
t.
Do s hn hp v kin thc chuyn mn nn phn ln cc gii php m tc gi
xut vn cha c phn tch mt cch su sc. Tuy nhin, tc gi vn hy vng
nhng ng gp ca mnh hu ch v gp phn vo s pht trin ca hot ng h
tr marketing ti cng ty ni ring cng nh s pht trin bn vng ca cng ty ni
chung.