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TI: CHUI CUNG NG TRONG CNG TY COCA - COLA

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

(Sc tiu th sn phm Coca Cola trn th gii)
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2. Tng quan Coca-cola.
2.1. Gii thiu v tp on Coca-cola.
Tri qua hn 100 nm k t ngy thnh lp, Coca-cola vn lun phn chiu nhng
bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tng thy ca ton cu. T
Chu u, ni mt th trng hp nht mang n nhng c hi ht sc hp dn, n Chu M
La Tinh, ni nhng nn kinh t ang dn hi phc cho php khai thc nhng tim nng y
ha hn, Coca-cola lun th hin s li cun tuyt vi. Th k trc chng kin bc tin
ngon mc trong lch s nhn loi. Th k ny tip tc ha hn nhng trin vng hn na, v
trong nhng giai on bin chuyn vn lun lun c mt s bt bin rng nhu cu n gin
ca mi ngi c gii kht cho sng khoi , ang v s c Coca-cola p ng tt
hn bt k sn phm no tng c to ra. T tin bc ti th k mi Coca-cola vn s l
biu tng trng tn, mt biu tng v cht lng, s chnh trc, gi tr, sng khoi v
nhiu hn th na.
Cc mc pht trin ca Coca-cola.
Vo ngy 08/05/1886, dc s John Smith Pemberton ch ra mt loi siro c mu
en nh c ph v bn n cho mt ca hng thc phm ln nht Atlanta (M). Nhng sau 5
nm kinh doanh loi siro ny ch vi 9 sn phm bnh qun bn trong mt ngy, Pemberton
khng th nhn thy c s thnh cng ca sn phm do chnh ng to ra. Tuy nhin, c nm
u tin Pemberton mi ch bn c 95 lt siro Coca-Cola v nc ung ny cn qu xa l
vi ngi dng. ng mt nm 1888, cng vi s xut hin ca nh doanh nghip Asa G.
Candler mua li c phn Coca-cola.
Sau khi hon thin vi soda l nc c gas, cng thc Coca - Cola khng i t .
Trn thc t, Asa Candler khi sinh thi rt ch trng ti b mt cng ngh v bn quyn
thng hiu. Khi c trong tay cng thc Coca-Cola, iu u tin Asa Candler phi lm l
ng k ngay s hu bn quyn cng thc pha ch v tn gi Coca-Cola. Asa Candler c
mt tng tuyt vi va bo m cht lng va gi gn b mt cao nht ca cng thc
pha ch. Thay v bn sir Coca-Cola m c th Candler pha sn cung cp cho khch
hng, ngi tiu dng. Vi cch bn hng thun tin th lng Coca-Cola tiu th tng rt
nhanh, nhng ng thi phi c rt nhiu c s, xng chuyn pha ch v ng chai.Trong 3
nm, Candler v hip hi ng ta qun l vi ngun u t l 2.300 nghn USD. Cng ty ng
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k tn nhn hiu Coca-cola vi vn phng U.S Patent vo nm 1893 v i mi n bt u
t lc .
Nm 1895, nhng nh my sn xut u tin ngoi Atlnta c m ti cc bang nh
Dallas, Texas, Chicago, California, Illinois v Los Angeles ca nc M, ng Candler bo
co cho cc c ng rng Coca-cola ang c bn ti mi bang v mi vng trn ton nc
M.
Nm 1911, mt nhm u t m ngi dn u l Ernet Woodruft, ch ngn hng
Alanta, mua li cng ty Coca-cola t cc c ng ca Candler. Bn nm sau, Robert W.
woodruft, con trai 33 tui ca Ernet tr thnh ch tch tp on v dn dt cng ty i vo thi
k mi ca s pht trin trong v ngoi nc qua hn 6 thp k sau .
Trong 5 nm gn y, Coca-cola dnh 1 t USD cho vic a dng ha thng qua s
giao ph ton quyn v cc chng trnh cho cc b phn nhn s to ra nhiu c hi cho
cc c nhn v cc nh kinh doanh nh.
(Ngun thng tin:
http://vi.wikipedia.org/wiki/Coca-Cola
http://www.chothuebannhac.com/vn/news-1-1-3822/cocacola-su-sang-khoai-tuyet-voi.htm
http://careerbuilder.vn/en/hiringsite/chuyen-ve-ong-chu-dau-tien-cua-coca-
cola.35A4EA80.html)
2.2. Gii thiu v Coca-cola Vit Nam.
Tp on Coca-cola c sng lp t nm 1982 ti Hoa K, hot ng trn 200 quc
gia trn th gii vi cc nhn sn phm hin nay ca Coca-cola ti th trng Vit Nam
nh:Coca-Cola, Fanta, Sprite, Minute Maid, Splash (juice), Samurai (energy drink), Dasani
(purified water), Nutriboost (fruit milk), Schweppes (soda water, tonic).
(Ngun:
https://www.facebook.com/media/set/?set=a.567499073276178.149422.561824377176981&t
ype=3)
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(1 s sn phm t cng ty Coca Cola)
Tn giao dch: Cng ty TNHH NC GII KHT COCA-COLA VIT NAM.
Tn giao dch nc ngoi: Coca-cola Indochine Pte. Ltd, Singapore
Tn vit tt: Coca-cola.
Ngnh ngh kinh doanh: sn xut v ng chia nc gii kht c gas mang nhn
hiu Coca-cola.
a ch: Phng Linh ng-Qun Th c-Tp HCM.
Website: www.coca-cola.com.vn
in thoi; 84 8961 000
Fax: 84 (8) 8963016
Hnh thc u t: Trong 3 nm, Coca-cola chuyn t lin doanh sang 100% vn
nc ngoi
Tng vn u t: 358.611.000 USD
Vn php nh: 163.836.600 USD
Mc tiu: sn xut ra cc loi nc gii kht Coca-cola, Fanta, Sprite
Vn u t thc hin: 399.058.438 USD.
i din: ng David Wiggleswort
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Doanh thu nm 2009: 70.492.065 USD
Doanh thu nm 2010: 75.213.927 USD
Np ngn sch nh nc nm 2009: 7.752.552 USD
Np ngn sch nh nc nm 2010: 9.167.110 USD
S lao ng: 976 ngi.

Nm 1960: ln u tin Coca-cola c gii thiu ti Vit Nam.
Thng 02/1994: Coca-cola tr li Vit Nam v bt u qu trnh kinh doanh lu di.
Thng 8/1995: Lin doanh u tin gia Coca-cola ng Dng v cng ty
Vinafimex c thnh lp, c tr s chnh ti min Bc.
Thng 09/1995: mt lin doanh na xut hin ti min Trung-Coca-cola Non Nc v
cng ty Chng Dng ca Vit Nam.
Thng 01/1998: quyt nh lin doanh cui cng ca Coca-cola ng Dng ti Vit
Nam, c thc hin do s hp tc vi cng ty Nc gii Kht Nng.
Thng10/1998: chnh ph Vit Nam cho php cc cng ty Lin Doanh tr thnh cng
ty 100% vn u t nc ngai. Cc Lin doanh ca Coca-cola ti Vit Nam ln lt thuc
v quyn s hu hon ton ca Coca-cola Chng Dng-min Nam.
Thng 03/2001: Do s cho php ca chnh ph Vit Nam, ba Cng ty Nc Gii Kht
Coca-cola ti min nam hp nht thnh mt v c chung s qun l ca Coca-cola Vit
Nam, t tr s ti qun Th c-TP H Ch Minh.
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Ngy 01/03/2004: Coca-cola Vit Nam c chuyn giao cho Sabeco, mt trong
nhng Tp on ng chai danh ting ca Coca-cola trn th gii.
Coca-colaVit Nam c 3 nh my ng chai ton quc: H Ty- Nng- H Ch
Minh vi tng vn u t trn 163 triu USD.
Ngun: http://www.tinmoi.vn/trong-3-nam-coca-cola-chuyen-tu-lien-doanh-sang-100-von-
nuoc-ngoai-011148598.html

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II. Ni dung chnh.
1. Tng quan v chui cung ng.
1.1.Khi nim.
Chui cung ng cn gi l chui nhu cu hay chui gi tr l mt thut ng kinh t m
t n gin s lin kt ca nhiu cng ty cung ng hng ha v dch v cho khch hng
trn th trng.
Chui cung ng bao gm tt c cc thnh vin tham gia mt cch trc tip hay gin
tip trong vic p ng nhu cu ca khch hng Chui cung ng khng ch gm nh sn xut,
nh cung cp m cn nh vn chuyn thng tin, kho, ngi bn l, khch hng
Qun tr chui cung ng l s hp nht cc qu trnh kinh doanh ch yu t cc nh
cung cp ban u n ngi tiu dng cui cng cung cp sn phm, dch v v thng tin
nhm to ra gi tr gia tng cho khch hng v cc c ng ca doanh nghip.
1.2.Bn cht.
Qun tr chui cung ng l tp hp cc phng thc s dng mt cch tch hp v
hiu qu nh cung cp, ngi sn xut, h thng kho bi v cc ca hng nhm phn phi
hng ha c sn xut n ng a im, ng lc vi yu cu v cht lng vi mc tiu
gim thiu chi ph trn h thng trong khi vn tha mn nhng yu cu v mc phc v.
Qun tr chui cung ng th hin tnh nht qun. Th hin da vo s phi hp cht
lng v s lng cc hot ng lin quan n sn phm trong cc thnh vin ca chui nhm
ci thin nng sut lao ng, cht lng v dich v khch hng nhm t th lc cnh tranh
bn vng cho tt c cc t chc lin quan n cng tc ny. V th qun tr thnh cng
chui cung ng doanh nghip phi lm vic vi nhau bng cch chia s thng tin v nhng
iu lin quan, v d nh d bo yu cu, k hoch sn xut, cc chin lc marketing mi, s
pht trin mi sn phm mi v dch v, s pht trin cng ngh mi, k hoch thu mua, cc
ngy giao hng v bt k iu g tc ng ti phn phi, sn xut v thu mua.
Qun tr chui cung ng nhn mnh ti vic nh v cc t chc theo cch thc gip
cho tt c cc thnh vin trong chui u c li. V th Qun tr chui cung ng mt cch
hiu qu ph thuc rt ln vo mc tin tng, s hp tc, s cng tc v thng tin mt cch
chnh xc v trung thc.
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Trng tm c bn ca Qun tr chui cung ng thnh cng l qun l lung hng d
tr v mc d tr hng ha. N cho php mc d tr ln tha mn khch hng cng
thp ti thiu ha chi ph chui cung ng. duy tr s cn bng gia cung v cu cho kho
d tr hng ha, chui cung ng i hi thng nht qun l trnh s trng lp gia cc
thnh vin trong chui.
Hu hiu v hiu qu trong chui cung ng, tng chi ph cn c ti thiu ha. Th
hin tnh tinh gn, c th hin thng qua vic gim thiu chi ph, hn ch hng ha tn kho
v s dng chin lc Just In time.
Qun l hiu qu cc hot ng ca cng ty t cp chin lc n chin thut v
tc nghip.
S dch chuyn nguyn vt liu nhanh hn.
Giao hng ng hn.
2. M hnh chui cung ng ca cng ty Coca Cola Vit Nam.

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3. Phng php nh gi chui cung ng Coca Cola ti Vit Nam
3.1 nh gi chui cung ng da trn phn tch th trng hin ti ca VN.
3.1.1 Nhn din v th trng nc ngt VN.
Nc gii kht Vit Nam c nh gi l mt ngnh c tc tng trng cao bt
chp cn khng hong kinh t th gii.
Nhiu nhn hiu nc gii kht c doanh thu tng ti 800%/nm. Vi 2 t lt nc
ngt t c trong nm 2010, bnh qun u ngi Vit Nam tiu th 23 lt. Nu so vi
khong cch 6 nm th tc tng t 3 ln 23 lt cng l ng k. Nhng so vi mc 30 lt
ca Philippin th thy r th trng nc gii kht Vit Nam vn cn rt rng ln.
(Ngun:http://vietnambranding.com/thong-tin/phong-su-thuong-hieu/8860/thi-truong-nuoc-
giai-khat-mieng-banh-van-con-lon)
Trn th gii, nc gii kht c chia ra thnh my loi, nc gii kht c gas, nc
gii kht khng c gas, nc gii kht pha ch t hng liu, cht to mu, nc gii kht t
tri cy, nc gii kht t tho mc, nc gii kht vitamin v khong cht, nc tinh khit,
nc khong ,... u ng ch l trong nhng nm gn y l s st gim mnh m ca
nc gii kht c gas v s tng trng cc loi nc khng c gas.
Theo kho st ca mt cng ty nghin cu th trng hng nm, th trng nc gii
kht khng gas tng 10%, trong khi nc c gas gim 5%. iu ny cho thy cng vi xu
th chung trn th gii, ngi tiu dng Vit Nam ch la chn cc loi nc gii kht
c ngun gc thin nhin, giu vitamin v khong cht, t c ha cht k c cc ha cht to
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hng v, mu sc. Chnh v th, cc cng ty sn xut kinh doanh nc gii kht tch cc u
t dy chuyn, thit b, cng ngh theo hng khai thc ngun tri cy, tr xanh, tho mc v
nc khong rt phong ph a dng trong nc, ch bin thnh nhng ung hp khu v,
giu sinh t b dng cho sc khe... p ng th trng ca ngi tiu dng.
Nhng c im ca th trng khin Coca Cola phi i u kh khn khi m sn
phm khng c gas ca cc hng nc ngt nh Tribeco, Tn Hip Pht... ang c ngi
tiu dng Vit Nam u i.
(Ngun: http://m.tuoitre.vn/tin-tuc/Kinh-te/Kinh-te/208342,Dung-nuoc-uong-bo-sung-
vitamin-An-theo-thuo-o-theo-thoi.ttm)
3.1.2. Kh nng o lng v pht trin sn phm:
Coca cola ch hot ng trong lnh vc ung bao gm nc ung, nc ung
khng cn, nc ung c gas, cng ty to ra nhiu loi nc ung vi mi v, mu m sn
phm khc nhau p ng nhu cu a dng ca khch hng nh: coke t gas, sprite, Fanta,
Coke hng vani, nc tri cy trong thi gian qua p ng nhu cu ngy cng cao ca
ngi tiu dng, cng ty khng ngng pht trin nghin cu thm nhiu loi sn phm mi
nh nc ung ng chai joy, nc tng lc samurai, bt tri cy sunfill, ng thi b xung
thm nhiu hng v mi cho cc sn phm truyn thng p ng th hiu v khu v ca
ngi Vit Nam nh Fanta chanh, Fanta du, Soda chanh. Cng ty Coca cola tip tc cam
kt lm n lu di ti Vit Nam v lun i mi p ng nhu cu ngy cng cao th
trng gii kht nng ng v y tim nng Vit Nam.
Theo tp ch media Hng Kng cho bit: tng doanh s ca th trng nc gii
kht Vit Nam tng trng n 93% so vi cng k 2009, t 36,1 triu USD trong na
u nm 2010. Trong , nc ung Coca cola t doanh s qung co 3,1 triu USD nhng
n thng 11/2010 tng gn 100% so vi na u nm t 6 triu USD. ng thi lng
tiu th nc gii kht ca Vit Nam nm 2009 l 10,1 lt/ ngi.
Nhn nh v cch u t ca Coca cola, ng Damien Duhamel_ G iu hnh cng
ty ni: tnh lun c nc ung khng gas, trong nm 2009, coca cola Vit Nam t tng
trng 12%. Chng ti tin rng th trng nc gii kht Vit Nam s phnh thm 40% na t
nm 2010 - 2015 v iu ny ph hp vi cng b gia tng u t thm 200 triu USD ca
cng ty ti Vit Nam trong 3 nm nh thng bo.
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(Ngun: http://www.dankinhte.vn/hap-dan-thi-truong-nuoc-giai-khat-viet-nam/)
3.2. S dng m hnh Scor
M hnh scor bao gm h thng cc nh ngha quy nh c s dng chun ha
cc quy trnh lin quan n gi tr chui cung ng. Cc quy trnh chun c phn chia thnh
4 cp : loi quy trnh, hng quy trnh, cc yu t v trin khai.

M HNH SCOR CA CNG TY COCA COLA
3.2.1 Cp 1
3.2.1.1 Hoch nh
doanh nghip hot ng 1 cch hiu qu th vic ln k hoch sn xut kinh doanh
l iu rt quan trng, ng gp vo s thnh cng ca Coca cola khng th khng ni ti
nhng k hoch sn xut kinh doanh ca cng ty.
Nh chng ta bit th hoch nh chui cung ng l 1 qu trnh u vo v u ra.
u vo ca hoch nh chin lc l thng tin v chin lc, nhu cu, ngun lc hin tai
chui cung ng. Cn u ra l 1 bn hoch nh cung ng kh thi c th p ng nhu cu pht
trin chin lc kinh doanh.
Nh c k hoch kinh doanh di hn m coca cola c th tn dng dc mi ngun
lc v d tr nguyn vt liu, qun l ti chnh cht ch u c th u t 1 cch hiu qu
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nht. Chnh sch kinh doanh gip iu tit cung cu trn th trng p ng mong mi ngi
tiu dng. Hn ch nhng ri ro khng nhng cho doanh nghip trung tm cho ton b chui
cung ng.
Mt s cng tc hoch nh gm:
Hoch nh chin lc ngun cung
Hoch nh chin lc sn xut
Hoch nh chin lc logistic v giao hng
Hoch nh chuyn hon tr sn phm.
Qua vic hoch nh trn s tr li nhng cu hi:
Liu c cn pht trin thm ngun cung mi?
Liu c nn m hay ng ca cc trung tm nh my v trung tm phn phi ?
Liu c nn thay i cng sut vn hnh?
C nn thay i danh mc sn phm?
T sn sut hay thu ngoi?
C nn thu ngoi v hot ng logistic?
3.2.1.2 Ngun
Vi 1 sn phm bt k th iu quan trng u tin l nguyn liu sn xut.
Nguyn liu bao gm nhng g, s lng bao nhiu, cht lng ra sao, v c cung cp
bi ai?
Cc cng ty cung cp nguyn vt liu to nn sn phm coca cola bao gm:
Cng ty Stepan ng ti bang Illinois l nh nhp khu v ch bin l coca cng
cho sn xut coke.
(Ngun: http://www.liendoiphutrach.org/diendan/showthread.php?t=5047)
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(L cy coca)
Cng ty Trch nhim hu hn Dynaplast Packaging (Vit Nam) cung cp v chai cht
lng cao cho Coca cola.
(Ngun: http://careerbuilder.vn/vi/nha-tuyen-dung/cty-tnhh-dynaplast-packaging-
vn.35A5106D.html)

(V chai coca qua cc giai on pht trin)
Cng ty c phn Bin Ha vi thng hiu sovi cung cp cc thng carton hp giy
cao cp bo qun v tiu th ni a cho cng ty nc gii kht Coca cola Vit
Nam.
(Ngun: http://m.luongcao.com/td-ca34ne0ci28cl320237/chuyen-vien-maketing-27-11-
2013.html)
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3.2.1.3 Thc hin
Sau khi chn c cc nh cung cp, cng ty s lp trnh vic sn xut v tin hnh
sn xut. Vic lp trnh sn xut s c lp theo tun, mi tun s sn xut ra bao nhiu
thng coca qua vic da vo nhu cu thc t v sn phm ny, n c c qua vic d bo v
s liu v t hng ca khch hng.
Sau y nhm xin gii thiu s qua v qui trnh sn xut sn phm coca cola.
Cc v chai c vn chuyn bi bng chuyn t gi k n dy chuyn sn xut, ti
y cc chai c tho ra v phn loi da vo tui th v loi nc cha bn trong sau ny.
Sau khi c m np v quan st, chai s c gi n my ra. Thit b quan st ny
s kim tra cht c trong chai s dng thit b o lng dn xut, mu sc iu khin
bng laser, hng ngoi. Mt chu trnh c tin hnh nhm kim tra v sinh tuyt i ca
chai. B phn sau my ra c iu khin bi 1 PLC th hai cung cp cc tnh hiu iu
khin thng qua PROFIBUS_dp v iu khin vn tc ca bng ti s dng b truyn ng
thay i vn tc c. Sau khi c lm sch, b phn kim tra kim tra chng c ng kch
c, bin dng, r r hng ren, mu sc v cc hng hc khc. Mi chai c kim tra trong
khi di chuyn s dng h thng x l nh v n chp bo hiu. B phn in y, l trung
tm ca nh my v iu khin vn tc chu trnh ca ton b my, cho ra 50000 chai mt gi.
N c s dng 1 bng chuyn vi 154 trm in y, y cc chai u tin c in
y. S cn bng p sut trong chai c in y m khng b dng xoy, mc cht lng
trong chai c iu khin bng in t dn sut ca sn phm.

Sau cc chai c a i dn nhn vi cc d liu sn xut. Sau khi c ng gi,
sn phm hon chnh c th c ct trong kho giao cho khch hng. Sn phm cht lng
cao c m bo bi nh my x l nc hin i, mt thit b pha trn thng minh, mt
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nh my cacbon ha cho vic lm giu CO2 v b phn thu thp d liu sn xut trung tm
(PDA). Sau khi x l nc bng mn nc lc (lc cacbon hot tnh) v lm giu cacbon
dioxit, tt c thc ung c thm vo siro hoc ng c trc tip pha trn v iu khin
s dng phng php trc tip trnh vic lu tr trung gian cc thc ung thnh phm. Tt
c cc d liu sn xut c gi n b PDA v c th c xem xt ti mt PC ti phng
gim st cht lng bi ngi qun l.
(Ngun: http://www.iavietnam.net/detailnews/M65/N77/nha-may-dong-chai-coca-cola-tai-
hm-interdrink-duc.htm)
3.2.1.4 Phn phi
Nm qua hot ng ca Cocacola kh l kh quan. Sn phm ca Coca cola t mc
tng trng cao. Hin c 50 nh phn phi ln , 1500 nhn vin, hng nghn i l phc v
ngi tiu dng Vit Nam.
(Ngun: http://www.dankinhte.vn/hap-dan-thi-truong-nuoc-giai-khat-viet-nam/)
Sn phm ca Coca cola c sn xut ti 3 nh my ln t Tp HCh Minh,
Nng v H Ni. Vi 3 nh my ba min to thun li cho cng ty m rng mng li
phn phi 3 min cung cp y sn phm cho cc i l cc khu vc ny. i vi nc
gii kht khu phn phi l rt quan trng. Vic Pepsi vo th trng Vit Nam trc nn nm
gi nhiu th phn hn Coca cola. V th Coca cola vn phi m rng cc i l phn phi
thng qua cc i l cc qun caf, nc gii kht nh hng. Thu ht cc i l bng cc
hot ng h tr: tng d, h tr trang tr ca hng, ti chnh..
Sn phm Coca cola c by bn ti cc im bn trn khp c nc c siu th, cc
ca hng nh l.
Trn c th gii c khong 14 triu im phn phi sn phm Coca cola v mi ngy
trn th gii c khong 1 t sut Coca cola c tiu th. Vit Nam c 3 nh my ng chai
trn ton quc v s im bn hin c trn th trng khong 270,000 im bn.
(Ngun: http://ust.vn/trade_detail.asp?trade=433&cat=3&subcat=1&type=other)
Ti Big C nu t chn vo gian hng by bn nc gii kht bn s thy s khin hu
ca sn phm Coca cola vi nhng v tr by bn rt c li th. Sn phm Coca cola lc no
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cng c by ngang tm mt hoc ngay trc hay ngay gia hnh lang nhng ni bt mt
nht. Tt nhin Coca cola phi b ra 1 chi ph khng nh.

(Coca Cola lin kt vi Big C)
3.2.1.5 Hon tr
c nhng thnh cng ln ca Coca cola trn th trng hin nay th nhng nh lm
marketing thc s t c hiu qu trong vic s dng cng c truyn thng ca mnh.
Hiu c tm l ca ngi tiu dng, Coca cola khng qun rng hot ng khuyn mi l
mt trong nhng cng c tt nht qung b hnh nh n vi ngi tiu dng. Cng ty
Coca cola Vit Nam va khi ng chng trnh khuyn mi ton quc dnh cho gii tr
nng ng: bt np sp i - trng i im khc bit ca chng trnh ny vi cc
chng trnh khc l tinh thn ch ochung hng nim vui dnh cho nhm bn hn l 1
c nhn.
(Ngun: http://www.thanhnien.com.vn/news1/pages/200715/188681.aspx)
Cc np chai hay khoen lon trng thng n nhng gii thng m gii tr yu
thch. Khch hng khi ung cc sn phm chai v lon nc gii kht c sn xut bi Coca-
Cola Vit Nam nh Coca-Cola, Fanta Cam, Sprite, Samurai, Thums Up s c c hi trng
thng cc gii hp dn nh xe Piaggio LXV 125, in thoi di ng Sony Ericsson W700i,
ng h v o thun Coca-Cola Cc gii thng khng n thun l cc vt dng m cn l
17

cch gii tr th hin c tnh cng nh phong cch thng thc cuc sng ca h. Cc bn
tr khi ung chai hoc lon cc sn phm ca Coca-Cola Vit Nam s c nhng np chai
hoc khoen lon c hnh mt na cc gii thng. Nu ghp 2 np chai hoc 2 khoen lon c
nhng k hiu tng ng nhau nh trong iu l s trng gii. Nh vy c hi trng gii s
cao hn nu cc khch hng tr t 2 ngi tr ln cng nhau phi hp v su tm cc thng
tin may mn ny! Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca
cng ty tng ln, m n cn th hin gi tr m cng ty mang li cho cc khch hng ca
mnh. y l mt cng c truyn thng c lc khng ch ring Coca-Cola s dng m hu
nh cc cng ty khi i vo hot ng cng xem y l mt cch thc pht trin th phn
ca mnh.


(1 s p-phch khuyn mi trong chin lc qung co marketing ca Coca Cola)
18

Ngoi ra, Coca - cola Vit Nam thng xuyn t chc cc hot ng b ch, y
ngha vi khch hng, c bit l cc chng trnh dnh cho gii tr. Cc hot ng ny to
cho Coca cola mt hnh nh i mi, sng to, y nng ng, lc quan, hnh phc v y
cun ht. Cc hot ng ny to s thn thuc v gn gi hn gia Coca-Cola v ngi tiu
dng bng nhng hot ng y bt ng v sng to nh:
T chc Chin dch Happiness Factory: nhm th hin th gii bn trong y sinh
ng v say m ca mt chai Coca-Cola v truyn cm hng lc quan n ngi tiu
dng, c trin khai di nhiu hot ng sng to, th v. Nhn dp ny, Coca-Cola
cng dnh gn mt triu mu sn phm dng th cho ngi tiu dng ti cc thnh
ph ln nh H Ni, H Ch Minh v Cn Th.
Ht cng Coca-Cola C hi cc bn tr th ti ca ht: l mt trong lot cc hot
ng tng bng ca chin dch Ung l BRRRR c Coca-Cola trin khai trn
ton quc, cuc thi BRRRR-KOOL SUMMER c t chc khuyn khch tinh
thn lun th hin v tri nghim nhng iu mi m gii tr cuc sng lun trn
ngp nim vui v hng khi. Coca-Cola mong mun mang n mt cm gic sng
khoi hon ton mi l, c o v khng ging vi bt k tri ngim no trc
cho ngi tiu dng.

(Ht cng Coca Cola)

19

3.2.2 Cp 2
5 quy trnh trong cp 1 c chia thnh 21 mc bao gm lp k hoch, thc hin
hay h tr.
Hoch nh: l qu trnh gn kt cc ngun lc ca Coca-Cola VN p ng nhu cu
v k vng lm sao cho cn i cung v cu, hoch nh thi gian, hoch nh chu k cho
nhng ln sau
Thc hin: qu trnh c khi s bi hoch nh hay nhu cu thc t bi cc yu t
u vo nh: lp lch trnh sn xut, bin i sn phm, chuyn sn phm sang qu trnh tip
theo.
H tr: qu trnh chun b v duy tr qun l thng tin cng cc mi quan h.
Cng ty cn phi cho cc dng chy thng tin c xuyn sut cng cc k hoch
hoch nh c lp 1 cch thng nht. lm c nh vy cng ty cn phi trao i thng
tin, ni mng trc tip ti cc nh cung cp; n nh s lng hng cn nhp v cung cp d
liu cho nh cung cp, thit lp cc hoch nh nh k chui cung ng din ra hon ho
hn.
y, cng ty Coca Cola s dng phng php sn xut d tr (Make to Stock).
3.2.3 Cp 3
Xy dng cc chi tit, cc hot ng xy dng cp 2 ph hp vi chin lc
kinh doanh ca cng ty Coca Cola, ng thi c th o lng cc hot ng mc tiu ca
cng ty.
4. u im v nhc im ca chui cung ng Coca Cola
a) u im:
Coca cola Vit Nam xy dng mt chui cung ng thnh cng.
Mc d vo th trng Vit Nam sau Pepsi nhng cng ty TNHH Coca Cola Vit
Nam xy dng rt tt chui cung ng ca mnh.
20


iu c minh chng bi sn lng tiu th sn phm ca coca cola ng nht,
nh trong th trng gii kht ca Vit Nam. Vo Vit Nam vi nhng thiu thn v c s vt
cht k thut cng nh s ngho nn lc hu nhng Coca Cola VN cng tng bc khc phc
kh khn pht trin mt cch ln mnh v chim c s tin yu ca ngi dng Vit
Nam.

(Coca-Cola c sc tiu th hu nh cao nht trong nm 2011)
C c thnh qu trn nh vo s vn dng, qun l tt ca chui cung ng. Thc
hin i mi mt cch ng b, thng nht. c c nhng chin lc kinh doanh lu di
nh vy i hi s n v hp tc mt cch ti u gia cc khu trong chui cung ng nh:
nh cung cp vt liu, doanh nghip, vn chuyn kho bi, cc nh phn phi bun bn l v
nhiu yu t khc.
Nm bt, x l thng tin mt cch nhanh nhy.
21

Nm bt v x l thng tin l mt yu t v cng quan trng trong chui cung ng.
Chui cung ng c thnh cng v trn tru c hay khng ph thuc vo s tng tc v
thng tin ca cc thnh vin trong chui.
Trong cuc u gia Coca cola v Pepsi gi vng c th phn ca mnh th cc
b phn trong chui cung ng ca Coca phi hp rt nhp nhng c th p tr li cc
hnh ng ca Pepsi trn th trng.
V d: khi Pepsi c nh gim gi hay khuyn mi th ngay lp tc cc nh phn phi
i l ca Coca cng ng lot gim gi, khuyn mi
lm c iu ny i hi h phi thit lp mng li thng tin xuyn sut chnh
xc v nhanh nhy.
Bt kp vi thi i Coca cola Vit Nam cng c nhng chiu thc cho bn hng
trn mng p ng nhu cu ca cc bn tr am m internet v s tin dng m cuc sng
hin ti em li. Hin nay sn phm ca Coca cola c cho bn, gii thiu trn mt s
mng x hi v din n.
Tn dng ti a mi ngun cung trong chui cung ng.
l ngun cung cp v nguyn liu gi r v sn c. Ngun cung lao ng di do
v c tay ngh cao, ngi lao ng cn c chu kh, sng to
Qun l v lp k hoch sn xut kinh doanh
doanh nghip hot ng mt cch c hiu qu th vic ln k hoch sn xut kinh
doanh l iu quan trng.
ng gp vo s thnh cng ca Coca cola khng th khng ni ti nhng k hoch
sn xut kinh doanh ca cng ty. l nhng tin c bn cng ty c th ng vng trn
th trng cng nh ch ng trong sn xut kinh doanh v vn hnh chui cung ng ca
mnh. Nh c k hoch di hn m coca cola c th tn dng c mi ngun lc v d tr
nguyn vt liu, qun l ti chnh cht ch c th u t mt cch hiu qu nht. Chnh
sch kinh doanh gip iu tit cung cu trn th trng p ng mong mi ca ngi tiu
dng.
22

Pht trin quan h khch hng v qun l tt nhn s cng l mt thnh cng ca
coca cola.
Mc d c mt Vit Nam sau Pepsi nhng Coca cola Vit Nam khng ngng m
rng th trng v tm kim khch hng.
Coca cola dn dn chim c v th rt ln trong lng ngi tiu dng Vit Nam.
Tr thnh sn phm quen thuc i vi cuc sng ca tng c nhn v tng gia nh Vit.
c c thnh cng y Coca cola khng ngng tung ra cc chiu qung co,
tip th c sc ph hp vi nt vn ha ngi Vit. Cng vi mt lat cc chng trnh
khuyn mi, gim gi hp dn.
b) Nhc im:
Cha c s lin kt r rng gia cc yu t mt xch trong chui cung ng.
l tnh trng chung ca nhiu chui cung ng v rt tic Coca cola Vit Nam cng
mc phi tnh trng ny. H cha thng nht c thng tin gia cc yu t trong chui cung
ng vi nhau v cha tht s lin kt mt cch cht ch dn n nhng bt ng quan im,
li ch. in hnh l v vic Coca cola Vit Nam kin cc i l ca mnh nm 2005.
(Ngun: http://brandco.vn/service/vu-an-tranh-chap-dien-hinh/cong-ty-tnhh-nuoc-giai-khat-
coca-cola-khoi-kien-dai-ly-tran-van-dung.html)
Coca-Cola thu ht cc i l c quyn bng nhng chnh sch u i hp dn, to s
gn b gia cng ty v i l: Cc i l khng c bn cc sn phm ca cc i th cnh
tranh, b li Coca-Cola s tr cho cc i l tin chit khu c quyn 1.000 ng/kt. Nhng
trong qu trnh giao nhn hng, vic ghi ha n rt s si. Cc i l hu nh khng c mt
giy t no c gi tr php l rng buc. Ngc li, cng ty cn c vo giy xc nhn cng
n kin theo th tc dn s.
(Ngun: http://kinhdoanh.vnexpress.net/tin-tuc/vi-mo/dai-ly-doc-quyen-cua-coca-cola-bi-
kien-2679955.html)
V vic trn gy ra khng t tn hai cho Coca cola Vit Nam v lm mt i hnh
tng ca Coca cola trong lng nhng ngi tiu dng.

23

Pht trin v qun l nhn s cha tht s mang li hiu qu ti u
Cuc chin gia Coca cola v Pepsi l mt v d minh chng r rng cho nhn nh
trn.

(Coca Cola cnh tranh vi Pepsi trn th trng Vit Nam)
Trn th trng tiu th ton cu th lng tiu th ca Coca cola bao gi cng nhnh
hn Pepsi nhng Vit Nam th ngc li. Ti sao li nh vy?
Trn sn chi ton cu, Coca-cola chim th thng phong so vi Pepsi nh chin
lc tip th v qung co ca h. Ring th trng Vit Nam, Pepsi khng nhng c c
mt h thng phn phi tt trn ton x Vit Nam (nh ti trc) m h cn c c nhng
nh qun l v iu hnh gii c th v nh nhng tng qun. H l nhng ngi Vit
khng nhng am hiu cng ngh tip th m ng thi h cng rt am hiu tm l ca
ngi Vit iu ny rt quan trng. Nh vy, Pepsi lun y li bt c t phn cng
ginh git th trng no ca Coca-cola. y l iu m Coca cola vn cn thiu v yu.
Mi y, Pepsi k hp tc vi Kinh , mt thng hiu c h thng phn phi vi hn
5.000 im, m rng mng li bn hng, pht trin th trng sn phm Pepsi. Tp on
ny hin cng c 6 nh my ti Vit Nam.
(Ngun: http://gafin.vn/20121114015227209p0c36/canh-tranh-giua-pepsi-va-cocacola-tai-thi-
truong-viet-nam.htm
http://archive.saga.vn/dfincor.aspx?id=169)
24


(Cuc cnh tranh gia Coca-Cola v Pepsi l v cng gay gt)
Cc khu vn chuyn kho bi, bo qun, qun l cng nh gim st sn xut cha c
s thng nht cht ch v qun tr cung ng.
Do cha c thc hin tt cng tc vn chuyn v kho bi dn ti mt s sn
phm ca coca cola b khch hng phn nn cha ht hn s dng b mc hng. C th
nguyn nhn do v chai b h trong qu trnh vn chuyn.
Cng tc gim st sn xut khng tt dn ti li trong cc sn phm nh xut hin pin
trong nc Coca cola.
iu ny cho thy s thiu lin kt gia doanh nghip sn xut vi cc nh phn phi,
cc i l ca mnh. Mi xy ra hin tng ng tic sn phm n tay ngi tiu dng
mang nhng li khng th chi ci c.
Cc mt xch trong chui cha c s phi hp nhp nhng v n .
Nm 2005, Coca cola Vit Nam b ln n v s dng nguyn vt liu qu hn s
dng. iu cho thy rng thc trch nhim ca nh cung cp nguyn vt liu cha tt.
thc v qun l lung hng d tr (c th l nguyn vt liu sn xut coca cola). Cn thiu v
yu. ng thi cng c thy s yu km trong cng tc chuyn ti, lm mt thng tin ca cc
thnh vin trong mt xch, gia nh sn xut v nh cung cp nguyn vt liu.
Chui cung ng cha linh hot
Coca cola cha p ng nhu cu ca khch hng mi ni trn th gii. Sn phm
coca cola l sn phm ung c gas, khi ung c v ngt, nht l khi ung cng vi s to
cho ngi ung c cm gic d chu, sng khoi. Nu trong ba n c mt mn n kh tiu
ha th tt nht nn dng km vi coca cola s gip ta c cm gic khng kh chu, y bng.
Tuy nhin, dng lm mt loi nc ung gii kht lu di th khng nn v khng tt cho
25

sc khe v nht l khng tt cho ngi b bnh tiu ng, mu nhim m. V th m Coca
cola cn phi thch nghi vi 1 th trng ngi bnh nh th, nhn thy c nhu cu ca
ngi tiu dng m bo gi vng c th trng ca mnh.

5. Thit lp 1 chui cung ng mi cho cng ty Coca Cola VN
M hnh chui cung ng xanh
Mi chui logistics hon ho khng ch dng li mc tiu to ra cc gi tr tng thm
m cn phi hng n mc tiu xa hn l pht trin bn vng, ngha l cn xem xt trn
phng din mi trng v sc khe cng ng.
Trong vi nm tr li y, cc cng ty a quc gia v ang n lc hon thin chui
cung ng ca mnh thng qua vic xy dng nhng chui cung ng thn thin vi mi trng
- Chui cung ng xanh (The Green Supply Chain). Khng ch bo v mi trng, chui cung
ng xanh cn c xem l mt li th cnh tranh ca cc cng ty trong vic m rng th
trng v gia tng li nhun.

26

T chc SCC ( The Supply Chain Council), mt t chc phi li nhun chuyn cung
cp cc phng php v cng c chun nhm gip cc cng ty xy dng v pht trin chui
cung ng, a ra m hnh chun v chui cung ng xanh Green SCOR Model sau y:


















SCOR model l mt m hnh chui cung ng khp kn, m t mt h thng bao gm
cc qu trnh c lin kt cht ch thng qua vic trao i thng tin thng xuyn gia cc
i tc trong chui, l:
- Lp k hoch cho c chui v cho tng giai on trong chui ( Plan):
P1 Plan Supply Chain
P2 Plan
Source
P5 Plan
Rturns
P4 Plan
Delver
P3 Plan
Make

S1 source stocked
products
S2 source MTO Products

S3 source ETO products

Sour
ce

M1 make-to-stock
M2 make-to-order

M3 engineer-to-order

Mak
e

D1 Deliver stocked
products
D2 Deliver MTO
products

D3 Deliver ETO
products

Deli
ver
Return Source
Return Deliver
Enable
s
u
p
p
l
y
e
r

c
u
s
t
o
m
e
r
s

27

- Khai thc ngun nguyn vt liu sn xut ( Source)
- Ch to sn phm ( Make)
- Phn phi sn phm ( Order)
- Thu hi sn phm ( Return Deliver)
- Thu hi nguyn vt liu c ti ch ( Return Source)
Xut pht t m hnh trn, SCC xy dng nn m hnh mi Green SCOR model.
y l mt m hnh chui cung ng khp kn c b sung vo l nhng hot ng lin
quan n vic qun l mi trng, hay ni cch khc y l nhng hot ng lm xanh chui
cung ng.

28

THIT LP CHUI CUNG NG XANH CHO COCA COLA
5.1 Chin lc pht trin mi trng bn vng ca coca cola:
Chin lc pht trin bn vng ca Coca cola bao ph ton b chui gi tr, c
thc hin thng qua bn chng trnh trng tm:
1. Thit k sn phm hng n mi trng
2. Nhng hot ng tin hnh giai on cui ca chu k
3. Qun l mng li cc nh cung ng
4. H thng qun l mi trng
Vi s h tr ca nhng chng trnh ny, Coca cola n lc loi b nhng ri ro,
nhm t c s ng thun ca cc c ng v gia tng li nhun. Mc tiu ca Coca
cola l pht trin cng ngh tin tin, nhng sn phm khng gy nh hng n mi trng
v c th ti s dng, ti sn xut hay tiu hy c.
Nhng nhn t quan trng trong chin lc kinh doanh ca Coca cola l s linh
ng, s pht trin v cht lng. Chin lc mi trng ca cng ty c quan h mt thit n
cc chin lc kinh doanh mt s mt sau:
Trong cc quyt nh v hnh ng ca mnh, Coca cola lun tnh n mt thc t l
cc vn v mi trng ang c tm nh hng ngy cng ln n d n pht trin ton cu.
Coca cola nhn thy c tm quan trong ca vic hp tc trao i cc vn ton cu
cng nh vn s dng ngun ti nguyn v kh thi CO2. Coca cola tham gia vo cc
chng trnh hp tc nghin cu a ra cc sng kin thng qua hip hi cng nghip v
nhng t chc ton cu. ng thi, Coca cola cng ang n lc gim s tiu th nng
lng trong cc hot ng sn xut kinh doanh ca mnh bao gm: nhng ngun nng lng
phc v lm lnh, si m v thp sng khng gian.Trong vn ti, vic tng cng ct gim
chi ph to ra mt tc ng tch cc i vi mi trng.
Gim lng cht thi l mt mc tiu mi trng c lin quan mt thit n cht
lng sn phm, bao gm: cht lng thit k, cht lng sn phm, cht lng dy chuyn
sn xut v cht lng ca cng vic tin hnh trong giai on sn xut.
Thng qua h thng qun l mi trng: cc nh cung ng s c hng dn bng
chng trnh qun l mi trng m bo hiu qu cho vic lp k hoch, thc hin kim
29

sot mi trng. H thng qun l mi trng s p ng c nhng quy nh ca ISO
14001, hoc nhng tiu chun quc t khc.
Nhng n lc ci tin thng xuyn ca cc nh cung ng s c ch dn trong h
thng qun l.
Vic thu hi cc vt liu vo cui giai on sau bn hng ti sn xut cng phi
m bo x l an ton cc cht gy hi cho ngi v mi trng.
Trng tm ca chng trnh ny l:
- Ti sn xut li nhng ph liu ph phm qua s dng
- Gim st v so snh cc h thng ti sn xut vi nhau
- Hp tc vi cc nh sn xut pht trin qui trnh ti sn xut
Coca cola ng h mc tiu thit lp cc phng php ng tin cy mang li hiu qu
sinh thi cho vng i sn phm v tip tc nghin cu gii php hay.
Vic tiu th nng lng v ti sn xut sn phm giai on cui ca chu k sng
ca sn phm l mt trong nhng phng din mi trng quan trng nht. Mi quan tm
ton cu v kh thi CO2 t qu trnh x dng cc nhin liu hu c cho thy tm quan
trng ca vic s dng nng lng ti cc giai on s dng sn phm. Lng CO2 thi ra
trong qu trnh vn ti v logistics cng ang l mt mi quan tm ln v nhng tc ng ca
n i vi kh hu. V vy, COCA-COLA ang lm vic vi nhng nh cung cp dch v
logistics ca mnh vi mc tiu thit lp cc d liu ng tin cy v kh thi CO2 c lin
quan n logistics.
Cc mc tiu cn t c:
- Ph hp vi qui trnh v mi trng v hin ti v trong tng lai: nh gii hn trong
vic s dng cc cht v nhu cu ti sn xut.
- S ph hp gia hot ng ca cc nh cung ng ca Coca colavi cc tiu chun
mi trng m Coca cola ra.
- Qun l cht ch vic thu hi sn phm ca Coca cola giai on cui sn phm.
- Thng tin sn phm: Coca cola a ra nhng thng tin v sinh thi trong sn
phm di ng mi nht ca mnh nh: thng tin v vic tiu th nng lng, s dng
nguyn liu, ng gi v ti sn xut.
30

5.2. Lm xanh cc khu trong chui cung ng:
5.2.1 Tc ng ca cc khu trong chui cung ng n mi trng.
Hiu c nhng tc ng i vi mi trng, Coca cola a ra mt s gii php
c th trong tng khu nhm gim thiu nhng nh hng . Trong tt c cc khu, sn xut
c tc ng nhiu nht. Do , Coca cola rt ch trng n vic ct gim lng nh hng
ca qu trnh sn xut trong chui cung ng.
5.2.2 Cc gii php gip COCA-COLA nhm lm xanh trong tng khu ca chui
cung ng:
a/ Trong qu trnh sn xut: Qu trnh sn xut ra nc ung ng chai Coca cola tri qua
nhiu khu t vic thu thp vt liu th, n sn xut.
ng gi c 1 sn phm hon chnh. thc hin mc tiu ra trong qu trnh
sn xut, Coca cola a ra cc gii php sau :
Qun l nh cung ng:
nh gi tng th
Coca cola c th thc hin cc nh gi tng th thng qua vic xem xt mt cch c
h thng qu trnh thc hin v h thng qun l cc nh cung ng m bo ph hp vi
cc yu cu ca Coca cola. Vic nh gi ny c thc hin bi cc chuyn gia ca Coca
cola. Cc chuyn gia c trch nhim ln k hoch, iu phi, chun b, sau thc hin nh
gi. Mt i bao gm t nht 2 ngi v thi gian nh gi thng thng l 2 ngy. Kt qu
nh gi s c thng bo ti cc nh cung ng trong cc cuc hp v t c s nht tr
ca c hai bn. Tt c cc nh gi u c a vo h thng c s d liu ca Coca cola
trnh s trng lp.
nh gi chuyn su:
Bn cnh nh gi tng th, Coca cola cn thc hin cc nh gi chuyn su v
iu kin lao ng v mi trng. Cc nh gi da trn quy nh ca chnh quyn a
phng, tiu chun SA8000, v nhng yu cu ca Coca cola l mi nm tin hnh 5 10
cuc nh gi.
(SA 8000 l tiu chun quc t, phin bn mi nht c ban hnh vo nm 2008, a cc
yu cu v Qun l trch nhim x hi nhm ci thin iu kin lm vic trong t chc)
31

Phng php nh gi bao gm cc cng vic:
o Tham quan c s sn xut ( bao gm tt c c s vt cht, k c khu ni tr,
canteen, v cc kho ha cht).
o Phng vn ban qun l.
o Phng vn cng nhn.
o Kim tra nhng ti liu lin quan ( nh l bng lng, lch lm vic).
Coca cola a ra h thng nh gi i vi nh cung ng thng qua kim sot
vic p ng cc yu cu m Coca cola a ra lin quan n vic ch to sn phm.
o Coca cola cn yu cu nh cung ng phi lu danh mc cc bn thnh phm
cung cp cho Coca cola. Nhng ti liu ny c th s dng c theo yu
cu ra.
o Cc nh cung ng cn kt hp vic xem xt cc vn mi trng trong qu
trnh thit k v m bo vic tho lun v vn mi trng c lu tm
trong chui cung ng ca chnh h.
o Coca cola cng kim tra s ph hp vi nhng yu cu ca mnh cng nh
vi cc tiu chun x hi thng qua vic kim tra s sch v thanh tra. Nu
pht hin c nh cung ng no khng p ng, Coca colas yu cu h sa
cha v tip tc kim tra.
o Coca cola hp tc vi cc nh cung ng pht trin khu hiu v vic thc
hin vn mi trng ca cc thnh phn v nguyn liu trn cc sn phm.
X l cc cht thi v kh gy nhim
Trong khi s dng nng lng mt cch hiu qu l lnh vc quan trong nht gip
Coca cola c th pht trin cc hot ng mi trng, th Tp on ny tip tc qun l
nhng vn quan trng khc.
Vn s dng nc
Nc c s dng phn ln ti cc c s sn xut ca Coca cola phc v cho
vic x l nguyn vt liu.
Cht thi
Mc tiu ca Coca cola l gim n mc thp nht cc cht thi, c bit l cc cht
thi b thi vo t m khng c x l. Mc d khi lng sn xut ngy cng lm cho tng
32

lng cht thi khng th gim xung, nhng Coca cola c th tng t l ti s dng t cc
cht thi ny. T l ny bao gm cc cht rn c ti s dng v ti ch dng lm nguyn
liu, hay c s dng lm ngun nng lng phc v cho qu trnh sn xut.
V d, Coca-Cola c th thu chuyn gia t vn hoc cc cng ty chuyn v thit k
h thng x l cht thi ca cng ty.
b/ ng gi
Khu ng gi c 1 chc nng quan trng l bo qun sn phm trong qu trnh vn
chuyn hng ha t c s sn xut n tay ngi tiu dng. Nhng nh hng trc tip n
mi trng trong qu trnh ng gi ph thuc vo loi v khi lng nguyn vt liu c s
dng, cng nh s phn ca cc hp ng gi ny sau khi ngi tiu dng s dng sn
phm. S d vic ng gi c tc ng gin tip n mi trng v trng lng v kch c ca
n nh hng n ngun nng lng cn thit vn chuyn v tn tr hng ha. Hp ng
gi cng nh cng nh th lng nng lng tiu th tnh trn mt sn phm cng t.
Coca cola c th tin hnh cc ci tin mt s khu vc vi vic gim khi lng
ng gi trn mt sn phm v s dng nhiu hn cc nguyn vt liu c ti sn xut li.
Nh vic gim i kch thc c bao b ng gi m trng lng kin hng gim xung, ng
thi nhiu sn phm hn s c a vo mt khng nh trc vn chuyn i. Do , tit
kim c nng lng trong qu trnh d tr vn chuyn, v ct gim mt lng chi ph ng
k cho vic vn chuyn hng ha.
c. Thu hi v ti ch
Ti sao phi thu hi v ti ch cc sn phm qua s dng?
Coca cola nhn mnh gi tr ca mi trng vi n lc thu li nhiu nht lng
nguyn liu trong sn phm qua lu thng. Lm c iu ny h s gim c nhiu
nng lng v cht ha hc s dng sn xut nguyn liu mi cho sn phm. Vi vic bit
r s la chn trong thit k v thc hin vic ti ch mt cch tt nht, h gim c cc
tc ng xu i vi mi trng.
Vic thit k sn phm v mng li bo hnh gip ko di thi gian tn ti ca sn
phm. Vic ti sinh ny mang li nhiu li ch. Qa trnh ti sinh bt u bng vic thu hi
sn phm, iu phi, phn loi, x l li nhm ti a ha hiu qu vic ti sinh. y l l do
33

ti sao Coca cola rt quan tm n vic thu hi v la chn nh ti sn xut ( m bo
hiu qu thc hin v cc tiu chun v an ton, sc khe v mi trng).
Coca cola nhn thy trch nhim ca mnh l thu hi li cc sn phm qu hn hoc
khng cn s dng c v x l mt cch c trch nhim l ti ch n khi c th v xem
l ngha v ca mnh i vi mi trng. thc hin c ngha v , Coca cola thit k
cc mng li ti ch trn khp th gii ph hp vi cc tiu chun m Coca cola ra.
Coca cola thc hin thu hi trn 200 quc gia, vi cc im thu hi ti 130.000 trung tm
dch v. Hn na, tt c cc ca hng bn l thuc h thng ca Coca cola u thc hin thu
hi thit b c. Cc sn phm c c thu hi t cc knh bn hng l khc nhau hay c ti
ch ti cc quc gia khc. S kt hp cc knh khc nhau ny lm cho kh nng vt b cc
sn phm khng c s dng l hu nh khng c.
Cc bin php nhm thc hin mc tiu thu hi v ti ch:
Xy dng thc mt chin lc thu hi
thc ngi tiu dng rt quan trng thu hi li sn phm, Coca cola ang thc
y vic thc hin bng nhiu cch. Thch thc ln nht l nng cao thc tim nng ca
ngi tiu dng thu hi li nhng ph phm c v thc y mi ngi lm theo.
Coca cola cn thc hin mt vi chin lc nng cao thc thu hi v tip tc tm ra
nhiu cch hiu qu v ph bin hn.
y, v d nh Coca-Cola c th dng chin lc i 10 chai qua s dng
c tng 1 chai Coca mi.
d. Qu trnh s dng sn phm
L mt trong nhng tp on ln nht th gii c mng li trn 200 quc gia, iu
va mang n cho Coca cola nhng li th cung nh trch nhim to ln trong vic gii
quyt vn thay i kh hu ton cu trc cc tc ng ca hot ng thng mi. Si dy
lin h chnh gia cc hot ng kinh doanh vi kh thi gy hiu ng nh knh nm gia giai
on s dng sn phm. Coca cola c tnh rng cc hot ng sn xut ring l ca n
ch to ra lng kh thi chim 10% tng lng kh to ra trong sut chu k sng ca sn
phm, 90% cn li n t cc nh cung ng nguyn vt liu, cc nh sn xut linh kin, qu
trnh phn phi.
34

III. Nhn xt
Cc nm gn y xy ra lm pht v khng hong kinh t ton cu. Mt doanh nghip,
cng ty tn ti v pht trin l vic kh khn v cn c nhng chnh sch x l tnh hung tht
tt. V d nh vic s dng ngn sch hiu qu hn, vic lp nhng k hoch cho marketing,..
Vit Nam cng nh cc nc khc, ang chu nh hng nng n t suy thoi kinh t ton
cu. V vy cng ty Coca Cola Vit Nam s phi ra nhng chnh sch cho nm 2014,
2015 gi vng c th phn, li nhun Mt iu tt yu trong khng hong kinh t l
ngi tiu dng s ct gim chi ph dnh cho mua sm, tiu dng tit kim vy iu
tt nh hng n vic gim st doanh thu ca Coca Cola. Hn na, i th ln ca Coca-
Cola l Pepsi Cola s c nhng ng thi tch cc thu ht th phn. iu khng nhng
nh hng n doanh thu, th phn trong thi gian khng hong m cn dn n hu qu lu
di. Vi rt nhiu thch thc nh vy, Coca Cola phi a ra mt chin lc marketing
ngn hn (cng nh tip ni nhng chin dch sau ) duy tr, pht trin hnh nh, th phn,
doanh thu ca Coca Cola ti Vit Nam.
Qua nhng nghin cu v sn phm Coca Cola ca cng ty Coca Cola Vit Nam
chng ta c th thy y l mt sn phm ang pht trin mnh trn th trng Vit Nam cng
nh th gii. Nguyn nhn chnh l do qun tr chui gi tr ca Coca Cola ca cng ty c
hiu qu cao. Tuy nhin vn cn nhng hn ch ca chui cung ng cha c ch , xong
chui cung ng ca coca cola Vit Nam t c nhiu thnh cng nht nh, l nh
vo s lin kt cht ch c h thng ca cc thnh vin trong chui. V th cn tn dng ti a
nng cao hiu qu ca qun tr chui cung ng ca cng ty. T vic phn tch tm hiu
trn, nhng cng ty nc gii kht Vit Nam cn rt ra bi hc cho mnh c th pht trin
mnh hn na. c bit trong iu kin gia nhp WTO, th trng m ca rng ln v nhng
hang nc ngt ni a vn cha sc cnh tranh. Vi nhng c gng n lc khng ngng
ca tng thnh vin trong chui cung ng trong tng lai chn chc coca cola Vit Nam s
pht trin ln mnh hn na.

35

Ti liu tham kho
http://vi.wikipedia.org/wiki/Coca-Cola
http://www.chothuebannhac.com/vn/news-1-1-3822/cocacola-su-sang-khoai-tuyet-voi.htm
http://careerbuilder.vn/en/hiringsite/chuyen-ve-ong-chu-dau-tien-cua-coca-
cola.35A4EA80.html
https://www.facebook.com/media/set/?set=a.567499073276178.149422.561824377176981&t
ype=3
http://www.tinmoi.vn/trong-3-nam-coca-cola-chuyen-tu-lien-doanh-sang-100-von-nuoc-
ngoai-011148598.html
http://vietnambranding.com/thong-tin/phong-su-thuong-hieu/8860/thi-truong-nuoc-giai-khat-
mieng-banh-van-con-lon
http://m.tuoitre.vn/tin-tuc/Kinh-te/Kinh-te/208342,Dung-nuoc-uong-bo-sung-vitamin-An-
theo-thuo-o-theo-thoi.ttm
http://vietbao.vn/Xa-hoi/Uong-phai-Coca-Cola-thoi-mot-khach-hang-khoi-
kien/30095739/157/
http://www.baomoi.com/Nuoc-dong-chai-Joy-SX-1-thang-da-dap-denh-reu-
den/50/4380724.epi
http://www.dankinhte.vn/hap-dan-thi-truong-nuoc-giai-khat-viet-nam/
http://quantri.vn/dict/details/4162-mo-hinh-hoat-dong-cua-chuoi-cung-ung
http://hynlot.wordpress.com/2008/10/08/trich-gi%E1%BB%9Bi-thi%E1%BB%87u-mo-hinh-
scorsupply-chain-operation-reference/
http://gscom.vn/portal/chuyende-scm/hoach-dinh-chien-luoc-chuoi-cung-ung-bac-cau-qua-
dong-nuoc-xoay.html
http://www.liendoiphutrach.org/diendan/showthread.php?t=5047
36

http://www.iavietnam.net/detailnews/M65/N77/nha-may-dong-chai-coca-cola-tai-hm-
interdrink-duc.htm
http://careerbuilder.vn/vi/nha-tuyen-dung/cty-tnhh-dynaplast-packaging-vn.35A5106D.html
http://m.luongcao.com/td-ca34ne0ci28cl320237/chuyen-vien-maketing-27-11-2013.html
http://ust.vn/trade_detail.asp?trade=433&cat=3&subcat=1&type=other
http://www.thanhnien.com.vn/news1/pages/200715/188681.aspx
http://www.ftaresearch.com/vn/article.php?id=30
http://gafin.vn/20121114015227209p0c36/canh-tranh-giua-pepsi-va-cocacola-tai-thi-truong-
viet-nam.htm
http://m.doko.vn/luan-van/phan-tich-he-thong-kenh-phan-phoi-cua-coca-cola-tren-thi-truong-
mien-bac-39141
http://brandco.vn/service/vu-an-tranh-chap-dien-hinh/cong-ty-tnhh-nuoc-giai-khat-coca-cola-
khoi-kien-dai-ly-tran-van-dung.html
http://kinhdoanh.vnexpress.net/tin-tuc/vi-mo/dai-ly-doc-quyen-cua-coca-cola-bi-kien-
2679955.html
http://archive.saga.vn/dfincor.aspx?id=169

37

Mc lc
I. Gii thiu v cng ty Coca-cola. .................................................................................................... 1
1. S lc lch s hnh thnh. ............................................................................................................. 1
2. Tng quan Coca-cola. .................................................................................................................... 2
2.1. Gii thiu v tp on Coca-cola. ........................................................................................... 2
2.2. Gii thiu v Coca-cola Vit Nam. ......................................................................................... 3
II. Ni dung chnh. .............................................................................................................................. 7
1. Tng quan v chui cung ng. ....................................................................................................... 7
1.1. Khi nim. .......................................................................................................................... 7
1.2. Bn cht. ............................................................................................................................. 7
2. M hnh chui cung ng ca cng ty Coca Cola Vit Nam. .......................................................... 8
3. Phng php nh gi chui cung ng Coca Cola ti Vit Nam ................................................... 9
3.1 nh gi chui cung ng da trn phn tch th trng hin ti ca VN. ................................ 9
3.2. S dng m hnh Scor ........................................................................................................... 11
3.2.1 cp 1 ............................................................................................................................... 11
3.2.2 Cp 2 .............................................................................................................................. 19
3.2.3 Cp 3 .............................................................................................................................. 19
4. u im v nhc im ca chui cung ng Coca Cola ............................................................. 19
a) u im: .................................................................................................................................. 19
b) Nhc im: ............................................................................................................................ 22
5. Thit lp 1 chui cung ng mi cho cng ty Coca Cola VN ..................................................... 25
CHUI CUNG NG XANH CA COCA COLA ............................................................................. 28
5.1 Chin lc pht trin mi trng bn vng ca coca cola:........................................................ 28
5.2. Lm xanh cc khu trong chui cung ng: ............................................................................ 30
5.2.1 Tc ng ca cc khu trong chui cung ng n mi trng. .......................................... 30
5.2.2 Cc gii php COCA-COLA thc hin nhm lm xanh trong tng khu ca chui cung
ng: .............................................................................................................................................. 30
III. Nhn xt ......................................................................................................................................... 34
38

Ti liu tham kho ................................................................................................................................ 35