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QUN TR CHIN LC

GVHD: NGUYN THANH LIM


MC LC

A.

PHN TCH LCH S, S MNH, VIN CNH CNG TY .......................... 1

I.

Gii thiu v cng ty ................................................................................................. 1

II.

Kt lun lch s....................................................................................................... 1

III.

Phn tch vin cnh, s mnh cng ty .................................................................... 1

1. S mnh .................................................................................................................. 1
PHN TCH MI TRNG BN NGOI......................................................... 2

B.

Phn tch mi trng ton cu ................................................................................... 2

I.
II.

Phn tch mi trng ngnh ................................................................................... 3

1. nh ngha ngnh: .................................................................................................. 3


2. M t ngnh: ........................................................................................................... 3
3. M hnh 5 lc lng cnh tranh ............................................................................. 3
3.1.

Ro cn nhp cuc ca cc i th cnh tranh tim tng l cao: .................... 4

3.2.

p lc cnh tranh gia cc i th trong ngnh: ............................................ 4

3.3.

Nng lc thng lng ca ngi mua ........................................................... 4

3.4.

Nng lc thng lng ca nh cung cp ....................................................... 4

3.5.

Mi e da t sn phm thay th ..................................................................... 5

4. Chu k ngnh: ......................................................................................................... 5


5. Nhm chin lc: ................................................................................................... 5
6. ng thi ca i th cnh tranh ........................................................................... 6
7. Cc nhn t then cht cho thnh cng.................................................................... 6
8. Cc lc lng dn dt s thay i ngnh ............................................................... 6
III.

Kt lun .................................................................................................................. 6

Nhm: S_Girls

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QUN TR CHIN LC

GVHD: NGUYN THANH LIM

PHN TCH MI TRNG BN TRONG CNG TY HEINEKEN. ............ 7

C.

Phn tch chin lc cng ty...................................................................................... 7

I.

1. Phn tch chin lc pht trin cng ty. ................................................................. 7


1.1.

Chin lc tp trung vo mt lnh vc kinh doanh n l: ung c cn. .. 7

1.2.

Chin lc hi nhp dc ngc chiu ............................................................. 8

2. Chin lc ton cu ................................................................................................ 8


2.1.

Tng cng s hin din ton cu. .................................................................. 8

2.2.

y mnh chuyn dch ton cu. ................................................................... 10

2.2.1.

Cc l do ca s dch chuyn ton cu ................................................... 10

2.2.2.

S dch chuyn ton cu ......................................................................... 10

2.2.3.
2.3.

Cc thch thc khi dch chuyn ton cu ................................................... 10


Cc cch thc thm nhp quc t .................................................................. 11

3. Chin lc cp chc nng .................................................................................... 11


4. Chin lc cp n v kinh doanh (SBU) ............................................................ 13
4.1.

Cc SBU ca Heineken v nguyn tc phn chia ......................................... 13

4.2.

Chin lc u t vo SBU ........................................................................... 14

5. Thc thi chin lc .............................................................................................. 14

II.

5.1.

C cu t chc ............................................................................................... 14

5.2.

H thng kim sot ........................................................................................ 14

Thnh tu ............................................................................................................. 15

1. Thnh tu th trng ............................................................................................ 15


2. Thnh tu ti chnh............................................................................................... 16
2.1.

Phn tch doanh thu ....................................................................................... 16

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III.

GVHD: NGUYN THANH LIM

2.2.

Phn tch li nhun ........................................................................................ 16

2.3.

Phn tch cn bng ti chnh .......................................................................... 17

Phn tch s ph hp chin lc ( Phn tch SWOT) .......................................... 18

D. BN CHT V NGUN GC LI TH CNH TRANH CA HEINEKEN .. 19


1. Ngun lc cng ty ................................................................................................ 20
2. Nng lc ct li .................................................................................................... 20
E. KT LUN S PH HP CHIN LC ............................................................ 22

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

A. PHN TCH LCH S, S MNH, VIN CNH CNG TY


I.

Gii thiu v cng ty

Tn cng ty: Heineken


Thnh lp: 1864
Ngi sng lp:Gerard Adriaan Heineken
Tr s chnh: Amsterdam, H Lan
Phm vi hot ng: Heineken c hn 250 thng hiu hin din trn hn 70 quc gia v
s hu 165 nh my sn xut trn ton cu
Ngnh: ung c cn
II.

Kt lun lch s

Thnh lp vo nm 1864, Heineken c hn 140 nm hot ng trong ngnh sn


xut v kinh doanh bia.
Ngay t khi bt u, ngi sng lp Gerard Adriaan Heineken t ra s mnh
cho cng ty: a hng v bia tuyt ho mang thng hiu bia gia nh n cho c th
gii v l mc tiu xuyn sut m cng ty theo ui trong qu trnh hot ng.
Truyn thng lch s: Lu gi men bia, b quyt sn xut v thng hiu bia gia
nh.
Kh nng c bit : kh nng xut khu, s nhn din v kh nng marketing c
o.
III.

Phn tch vin cnh, s mnh cng ty


1. S mnh

Bn rt gn: Heineken l mt hng bia ton cu, c lp v t ho cam kt mang


n cho ngi tiu dng khp mi ni s ngc nhin v nim phn khi

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

Bn y :"Heineken l mt hng bia ton cu, c lp v t ho cam kt mang


n cho ngi tiu dng khp mi ni s ngc nhin v nim phn khi. Bn thuc tnh
quan trng to nn s khc bit ca Heineken l : Heineken l thng hiu ton cu
u tin v thc s uy tn c tiu dng ti 178 quc gia trn ton th gii; s hin din
ca nhiu nh my sn xut trn 71 t nc vi mc ch m bo s tip cn rng hn
cho cc thng hiu ca chng ti hn bt k nh sn xut bia khc; mt i ng kinh
doanh quc t a dng, nng ng, tn tnh khong 70.000 nhn vin v ngy nay nim
am m ca gia nh Heineken vn duy tr mnh m nh n tng vo nm 1864 khi
chng ti bt u sn xut bia ".
(CEO Anthony Ruys 2001 Trch bo co thng nin)
nh ngha kinh doanh: Heineken l cng ty cung cp cc loi ung c cn v
hng hot ng kinh doanh theo khch hng. Vi mc ch l Heineken khng ch phc
v nhu cu gii kht ca khch hng m cn mun em n nhng tri nghim phong ph
lm hi lng ngi tiu dng cho d h c kh tnh n u.
Tham vng: Heineken mong mun tr thnh hng bia ton cu ni ting nht trn
th gii v pht trin v mt tng lai tt p hn.
B. PHN TCH MI TRNG BN NGOI
Phm vi nghin cu:
Thi gian:t nm 2000 cho n nay
Lnh vc: Ngnh ung c cn
I.

Phn tch mi trng ton cu

S kin trong mi trng ton cu nh hng n li th cnh tranh v chin lc


ca cng ty
S bin i kh hu ton cu
S tng trng cc nn kinh t mi ni

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

Xu th ton cu ha th hin qua s gia tng cc mi quan h hp tc, hip nh


thng mi v cc thng v mua bn v sp nhp ln xuyn quc t.
S thay i tiu dng trong ung c cn
S bng n ru bia gi
Khuynh hng:
Cc hot ng sn xut nng nghip ang b nh hng mnh bi tc nhn mi
trng.
S e d v tm l cn trng trong hnh vi tiu dng ngy ny.
Gia tng cc hot ng giao dch thng mi xuyn quc gia
Nhu cu pht trin v a dng hn
Nh vy nh hng t mi trng ton cu n ngnh ung c cn l rt
mnh.
II.

Phn tch mi trng ngnh


1. nh ngha ngnh:

Ngnh ung c cn bao gm cc cng ty cung cp cc loi ung c cn


loi sn phm c to ra bng ln men t bt go, la m, hay cc loi hoa qu khc. C
2 loi sn phm chnh trong ngnh l bia v ru
2. M t ngnh:
Theo thng k ca MarketLine, nm 2013, ngnh ung c cn ca th gii t
doanh thu hn 800 t USD, trong doanh thu bia t khong 495 t USD tng 7.3% so
vi nm 2008.
Nhu cu v ung c cn tng mnh trong bia l loi ung c a chung
nhiu nht vi lng tiu th chim khong 50 60% ung c cn trn th gii.
3. M hnh 5 lc lng cnh tranh

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

3.1. Ro cn nhp cuc ca cc i th cnh tranh tim tng l cao:


-

Ro cn do s trung thnh nhn hiu ca ngnh cao

Ro cn do tnh kinh t ca quy m to nn l cao

Ro cn do cc quy nh ca chnh ph l cao

Ro cn do chi ph tuyt i t vn u t l rt ln

Kt lun: Lc e da t cc i th tim tng l thp


3.2. p lc cnh tranh gia cc i th trong ngnh:
Cu trc ngnh: Ngnh bia chim hn 60% tng doanh thu ca ngnh ung c
cn. Cu trc ngnh bia ang chuyn sang ngnh tp trung khi m tng lng bia sn xut
ca 10 doanh nghip ln chim 74% tng lng bia sn xut ca ton th gii trong
nm 2010. V th trng bia trn th gii ang c thng tr bi 4 cng ty ln: AB
InBev, Sab-Miller, Heineken v Carlsberg.
iu kin nhu cu: Nhu cu gii kht ca ngi tiu dng trn th gii tng mnh
c bit l bia vn tng trng tt.
Ro cn ri ngnh: Ro cn ri ngnh l cao l do cc cng ty trong ngnh b ra
mt chi ph ln chuyn i ngnh v tn tht do ti sn c nh (c bit l cc thit b
chuyn dng cho vic sn xut)
Kt lun: Mc cnh tranh ca cc cng ty trong ngnh trung bnh.
3.3. Nng lc thng lng ca ngi mua
C 3 i tng hnh thnh nn ngi mua ca ngnh cng nghip ung c cn
l nh phn phi, nh bun bn l v ngi tiu dng.Nh phn phi chim vai tr chnh
v n s phn phi trc tip n ca hng v ngi tiu dng. Hn th na, chi ph chuyn
i gia cc sn phm bia khc nhau l thp v s a dng nhu cu tiu dng ca khch
hng.
Kt lun: Nng lc thng lng ca ngi mua l cao.
3.4. Nng lc thng lng ca nh cung cp
Nhm: S_Girls

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GVHD: NGUYN THANH LIM

S lng nh cung cp nguyn vt liu l rt ln a phn l cc nng tri a


phng v khng c s c trng khc bit vi nhng ngun u vo ny nn p lc
thng lng t nh cung cp c cho l thp.
Kt lun: Nng lc thng lng ca nh cung cp l thp i vi ngnh ung
c cn.
3.5. Mi e da t sn phm thay th
Ngnh ung c cn ang phi i mt vi nhng thch thc t kh nng thay
th ca cc sn phm khng c cn nh nc ngt, nc khong, cafe v cc loi tr tho
mc tt cho sc khe
Kt lun: Mi e da t sn phm thay th l trung bnh nhng ang c xu hng
tng ln.
Kt lun v tnh hp dn ca ngnh: Ngnh ung c cn hp dn nhng ch
c tnh tng i i vi cc doanh nghip ln trong ngnh
4. Chu k ngnh:
Chu k ngnh ung c cn c
chia theo tng khu vc trong : Khu vc
chu Thi Bnh Dng, chu Phi, Trung
v ng u ang trong giai on pht
sinh v tng trng, th th trng chu
M c bit l Bc M v Ty u trong
giai on bo ha.
5. Nhm chin lc:
M hnh nhm chin lc trong ngnh c thit lp da vo b rng sn phm v
phm vi kinh doanh. Theo , 4 cng ty ln l AB InBev, Sab-Miller, Heineken v
Carlsberg c b rng sn phm v phm vi kinh doanh l ln.

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

B rng sn phm

ABInbev

Rng

SABMiller

Heineken
Carlsberg
Kirin
Sapporo
Tsingtao

Hp
Hp

Phm vi kinh doanh

Rng

6. ng thi ca i th cnh tranh


i th cnh tranh: ABInBev, SAB Miller, Carlsberg l nhng hng bia ln nht
th gii.
cng trong mt nhm chin lc ABInBev, SAB Miller theo ui chin lc
gn ging vi Heineken l:
Yu

Bnh trng thng hiu qua cc thng v M&A


Tp trung vo vo th trng mi ni v th trng c kh nng sinh li cao nh
Ty u, Bc M.
Ct gim chi ph vn chuyn, u t vo R&D.
7. Cc nhn t then cht cho thnh cng
Xy dng thng hiu vng mnh v mi quan h tt vi khch hng, tng lng
trung thnh nhn hiu.
Tch hp v ti u ha ton b chui cung ng.
8. Cc lc lng dn dt s thay i ngnh
S pht trin ca cc th trng mi ni
S thay i trong xu hng s dng sn phm c cn.
Yu

III.

Kt lun

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

Cc xu hng:
Cu trc ngnh ngy cng tr nn tp trung hn.
Mua li v sp nhp s l khuynh hng ch o
Tp trung pht trin ti cc th trng mi ni nh Chu , Chu Phi, Trungng u.
Pht trin bn vng ti cc th trng c kh nng sinh li cao Ty u v Bc M
C hi:
Nhu cu bia cc th trng kinh t mi ni tng cao.
Pht trin cc sn phm c nng cn thp v c hng v t bit cho phi n.
Ngnh ung c cn vn l ngnh hp dn i vi nhng cng ty ton cu.
e da :
Sc p ca gi nguyn liu u vo .
Nng lc thng lng ca nh phn phi ln v quyn lc ngy cng tng ca
nh bn l.
Sn xut ru bia gi ngy cng gia tng.
C. PHN TCH MI TRNG BN TRONG CNG TY HEINEKEN.
Phn tch chin lc cng ty

I.

1. Phn tch chin lc pht trin cng ty.


1.1. Chin lc tp trung vo mt lnh vc kinh doanh n l: ung c
cn.
Tuyn b s mnh c pht biu nm 2001 khng nh Heineken l mt hng
bia ton cu v c lp. Trong nhng nm gn y Heineken tip tc theo chin lc
vi cc mc tiu
Gia tng th phn trn cc th trng c kh nng sinh li cao.
M rng mng li nh my v ti u ha h thng knh phn phi.

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

p ng tt hn cho ngi tiu dng tng th trng vi cc thng hiu ph


hp.
1.2. Chin lc hi nhp dc ngc chiu
T nm 2002 Heineken chim gi 100% c phn ca cng ty Heye Glas
Nederland Nh cung cp vi y cc chai mu xanh l cy c phn phi trn ton
th gii ca Heineken.
Nm 2010, Heineken u t v k kt mt hp ng di hn 30 nm vo vic
sn xut ra la mch, hoa bia, cy to vng Herefordshire ca nc Anh nhm phc v
cho vic sn xut cider, qun l ngun cung hiu qu v m bo cht lng tt nht n
ngi tiu dng

2. Chin lc ton cu
2.1. Tng cng s hin din ton cu.
Hin nay, Heineken c hn 250 thng hiu hin din trn hn 70 quc gia.
Heineken vi 165 nh my trn ton cu.Heineken phn chia th trng ton cu theo 5
khu vc chnh: Ty u, Trung v ng u, Chu Phi v Trung ng, Chu M, Chu

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

Biu th hin s hin din ton cu theo cc thng hiu chnh yu ca tng
khu vc

S liu thng k s hin din ton cu ca Heineken 5 khu vc vo nm 2012.


Khu vc

Ty

Trung

Chu

ng

ng

Phi Chu

Chu

Trung M

u
Doanh thu (triu )

7456

3453

3072

5315

2394

Li nhun hot ng (triu )

853

321

665

837

580

Lao ng (ngi)

18.600 17.700

11.900

23.400

8.000

Khi lng bia (mhl)

45

55

29

63

29

Nh my sn xut

26

52

44

20

25

Nh my lin doanh

Th trng xut khu

17

18

41

38

Nhm: S_Girls

G.

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GVHD: NGUYN THANH LIM

2.2. y mnh chuyn dch ton cu.


2.2.1.

Cc l do ca s dch chuyn ton cu

Xu th ton cu ha ang din ra mnh m.


Th trng tiu th bia Ty u ang dn bo ha.
t c li ch thng qua v tr.
t c li ch kinh t thng qua quy m.
2.2.2.

S dch chuyn ton cu

Biu :C cu doanh thu qua cc nm theo nm khu vc a l


100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Doanh thu t khu vc chu


Thi Bnh Dng
Doanh thu t khu vc Trung
v ng u
Doanh thu t khu vc Chu
Phi v Trung ng
Doanh thu t khu vc chu
M
Doanh thu t khu vc Ty
u.
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

T bng c cu doanh thu ta thy: doanh thu ca Heineken thay i theo vng a
l trong vng 10 nm tr li gn y. Doanhthu ti th trng s 1 l Ty u c xu hng
gim. y l mt trong nhng l do ca dch chuyn ton cu sang cc th trng mi ni
nh Chu v Chu Phi lm doanh thu khu vc ny tng dn. Trong khi Chu M
tip tc l th phn quan trng ca Heineken v c doanh thu v li nhun.
2.2.3.

Cc thch thc khi dch chuyn ton cu

Sc p gim chi ph.


Sc p p ng a phng.
Nhm: S_Girls

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2.3. Cc cch thc thm nhp quc t


Cc cch thc thm nhp quc t ca Heineken ch yu l chin lc mua li, sp
nhp v xy dng mi. in hnh l cc thng v M&A ln nht trong lch s:
Khu vc

Nm

ng u 2003

Chin lc pht trin cng ty bng hnh ng M&A


Mua li hng bia BBAG o, m rng knh phn phi vo th
trng ng u

Ty u

2008

Mua li hng bia S&N ca Anh chim lnh th trng Ty u.

Chu

2008

Cng vi cc nh my bia Diageo v Nambian m cng ty lin

Phi

doanh, pht trin thng hiu ti th trng Nam Phi

Trung
ng
Chu

2010

Mua li hng FEMSA sn xut v phn phi n th trng chu

M Latinh, c bit l Mexico.

Chu 2012

Mua li APB- nh my sn xut bia ln khu vc Chu Thi

TBD

Bnh Dng chim lnh th trng Chu


3. Chin lc cp chc nng

c im
R&D

- Lin tc m rng, pht trin danh mc thng hiu v tung ra cc sn


phm mi nh bia Radler l mt loi bia mi c Heineken thm vo
danh mc sn phm ca mnh vo nm 2010. y l loi bia kt hp vi
chanh vi nng cn ch 2-3% c th s thay i s thch ca ph n.

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

- Nghin cu, i mi cch th ng chai v cc thit b lm lnh bia:


Chai STR: V chai c thit k bng hp kim nhm to nn v sang
trng c o, gip bia gi lnh tt hn v mang li hng v tuyt ho
nht khi thng thc trc tip m khng cn s dng ly. Vi lp v bc
kim loi bc, chai STR s bt ng ta sng rc r khi t di n UV.
The New David XL Green hot ng bng cch lu tr v lm lnh
vi chic thng cha trc tip di vi nc, m bo rng tt c cc
bia c phc v nhit chnh xc.
Kiu chai Heineken chm khc ni: Cc ng nt khc ni l du n
ca cht lng v tnh xc thc ca sn phm. Mu thit k mi lm
cho chai bia Heineken trng cao cp hn, truyn cm hng v hp dn
hn cng nh d chu khi chm vo v cm sn phm trn tay.
t c s vt tri v cht lng v p ng khch hng.
Heineken u t mnh vo cng ngh, dy chuyn sn xut v ng gi

Sn xut

tng cng sut, rt ngn hnh trnh sn xut, m bo rng h thng lm


vic c th theo di khuyt tt n tn gc cho ra cht lng sn phm tt.
t c s vt tri v cht lng.
Hiu bit nhu cu khch hng: y mnh knh phn phi truyn thng

Marketing

n khch hng l cc qun bar, pub, nh hng. Heineken cn c nhng


chin lc truyn thng v quan h cng chng rng ri nh ti tr cc s
kin ln v m nhc cng nh th thao.
t c s vt tri v p ng khch hng.
Nhn lc

- Lun c nhng kha hun luyn cho nhn vin to ra mt mi trng


lm vic ch ng bng cch cho nhn vin tham gia vo tnh hung
kh x thc tv t cc tnh hung cho nhn vin ngh nh khch

Nhm: S_Girls

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hng.
- o to i ng ban lnh o cc khu vc sng to v ti nng, nm
bt tm l khch hng thc y vic tiu th sn phm (kha o to
Leadership Academy).
t c s vt tri v p ng khch hng.

4. Chin lc cp n v kinh doanh (SBU)


4.1. Cc SBU ca Heineken v nguyn tc phn chia
Nguy n tc phn chia: theo khu vc hot ng.
Heineken c 5 khu vc kinh doanh chnh
Ty u: Ty u l th trng tiu th bia Heineken lu i. Th trng tiu th bia khu
vc ny ang dn bo ha, v vy cng c v th ca mnh Heineken ang hng ti
nhng th phn bia cao cp v cao cp hn.
ng v Trung u: tp trung vo th trng tiu th bia cc quc gia Nga vi lng dn
s cao, cng ha Sc v mt s nc khc c nn kinh t mi ni trong khu vc c th
tng doanh s bn hng.
Chu M: tp trung vo cc th trng Mexico, Brazil, Carabean v mt s quc gia c
nn kinh t mi ni bi kh nng sinh li v nhu cu tiu dng tng cao. i vi khu vc
Bc M, mc d b thng tr bi cc thng hiu ni ting nh AB Inbev v Sab Miller,
M v Canada vn l phn on th trng mc tiu ca Heineken trong phn khc bia
nh v sn phm bia cao cp.
Chu Phi v Trung ng: tp trung vo cc th trng Ethiopia, Morosco, Israel, Ai
Cptrong Nigeria l phn on th trng mc tiu Heineken pht trin th phn
bia cao cp.
Chu Thi Bnh Dng: Heineken ang tp trung xy dng thng hiu mnh cc
nc Trung Quc, Thi Lan, Vit Nam, i Loan, Singapore v Australia.

Nhm: S_Girls

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4.2. Chin lc u t vo SBU


Da vo vic phn loi SBU v c trng th trng ring theo tng khu vc kinh
doanh, chin lc u t cho SBU ca Heineken l chin lc khc bit ha. Chin lc
khc bit ha ca Heineken c th hin qua vic ci thin khng ngng c th
chuyn giao ton b gi tr u tin ca sn phm t vic thu hoch la mch, cy hoa bia
cho n vic sn xut v cui cng l cung cp ti khch hng tiu dng ca mnh p
ng nhu cu tng khu vc kinh doanh khc nhau ca Heineken.
5. Thc thi chin lc
5.1. C cu t chc

5.2. H thng kim sot

Nhm: S_Girls

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GVHD: NGUYN THANH LIM

H thng kim sot nh hng hnh vi ca cc thnh vin trong t chc thng qua
b quy tc ng x trong kinh doanh v cc gi tr ca cng ty lu gi, m bo h theo
ng mc tiu ca t chc.
Gim st qun l ti chnh thng qua cc bo co ti chnh, h thng kim sot ni
b nhm xc nh ri ro ca cng ty v tnh hnh vic thc hin chin lc ca cng ty.
Gip cng ty tm kim c hi mi, khai thc hu hiu cc ngun lc v m rng th
trng.
II.

Thnh tu
1. Thnh tu th trng

Trong giai on 2000 2010, Heineken gia tng ng k th phn ca mnh, t 5%


(2000) ln 13.9% (2010) v gi vng v tr trong top 3 trong ngnh bia ton cu.
Danh mc thng hiu ca Heineken bao gm hn 250 nhn hiu bia v cider.
Trong , Heineken v Amstel ( thng hiu trong danh mc ca hng ) tip tc l nm
trong top nhng thng hiu bia c gi tr nht trn th gii.

MV/BV

P/E
60

4
3.5
3
2.5
2
1.5
1
0.5
0

50
40
30
P/E

20
10
0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Ch s P/E ca Heineken nm 2012 l 21,02%, cao hn Carlberg ( 14,8%) v SAB


Miller (19,68%), ng thi ch s Gi tr th trng trn gi tr s sch ca c phiu
(MV/BV) ca Heineken t 2.27% cao hn c ba i th ln nht trong ngnh l AB
InBev, SAB Miller v Carlberg (MV/BV di 18%).
Nhm: S_Girls

Trang 15

QUN TR CHIN LC

GVHD: NGUYN THANH LIM

2. Thnh tu ti chnh
2.1. Phn tch doanh thu

Trong giai on 2003-2012, doanh thu ca Heineken tng trng lin tc v n


nh vi tc tng trung bnh nm t 8,48% v t 19,893 t Euro. Trc y, vic qu
ph thuc vo mt th trng khin cho doanh nghip mt i li th cnh tranh khi m
th trng Ty u gp nhiu bin ng v kh khn. Do , t nm 2003, Heineken bt
u m rng quy m ca cc hot ng M&A, tm kim mt gii php cho tng trng
bn vng. Cc th trng mi ni nh Chu Phi, chu Thi Bnh Dng ang ng
gp phn trm ngy cng cao trong tng trng doanh thu ton cu.
2.2. Phn tch li nhun

Nhm: S_Girls

Trang 16

QUN TR CHIN LC

GVHD: NGUYN THANH LIM

Biu : Phn tch li nhun bin


25.00%
20.00%
15.00%

Li nhun hot ng
bin

10.00%

Li nhun rng bin

5.00%
0.00%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Nhn chung, li nhun rng bin v li nhun hot ng bin ca Heineken bin
ng kh mnh m trong giai on 2003 2012 tuy nhin c du hiu tng trong nhng
nm gn y cho thy hiu qu trong vic kim sot chi ph ca doanh nghip v hiu qu
t sau cc hot ng M&A.
2.3. Phn tch cn bng ti chnh
Cn bng ti chnh ca Heineken kh cn i khi m cng ty duy tr c lng
va ngun vn vay di hn v vn ch ti tr gn nh 100% ti sn di hn ca
doanh nghip. ng thi, lng vn lu ng rng ca Heineken l dng, phn nh s
khe mnh trong tnh hnh ti chnh ca doanh nghip

Nhm: S_Girls

Trang 17

QUN TR CHIN LC

35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
-5,000

GVHD: NGUYN THANH LIM

NWC

2003
719

2004
88

2005
-474

2006
229

2007
-349

2008
-309

2009
2010
2011
2012
-1,203 -1,305 -1,451 -2,263

Ti sn di hn

7,268

7,645

8,551

8,760

9,124

15,814 16,027 22,231 22,419 30,442

Ngun ti tr thng xuyn 7,987

7,733

8,077

8,989

8,775

15,505 14,824 20,926 20,968 28,179

Biu : Phn tch cn bng ti chnh di gc n nh ngun ti tr


III.

Phn tch s ph hp chin lc ( Phn tch SWOT)


C hi

e da

O1. Th trng chu T1. Ngun cung cp la


Thi Bnh Dng, chu mch v cc nguyn vt
PHN TCH SWOT

Phi v Nam M cung cp liu u vo khc khng n


kh nng sinh li cao cho nh.
ngnh ung c cn.

T2. S bng n ca ru

O2. Ngnh ung c cn bia gi.


hin ti vn tng i hp T3.

Nng

lc

thng

dn i vi nhng cng ty lng ca nh phn phi


ln.

v quyn lc ngy cng

O3. S gia tng tiu dng tng ca nh bn l.


bia n gii v gii tr
ni chung.
im mnh
S1. Thng tr th trng O1, S1.

S dng cc T1, S3. Tng cng hi

bng cch xy dng danh thng hiu thch hp cho nhp dc ngc chiu, hn

Nhm: S_Girls

Trang 18

QUN TR CHIN LC

GVHD: NGUYN THANH LIM

mc thng hiu vng mi th trng.

ch nh hng ca bin

O2, S2. y mnh hot ng gi nguyn liu.

mnh

S2. Mng li phn phi ng M&A v hot ng T3, S2. Xy dng chui
rng ln vi s lng ln cc nh my ti khu vc cung ng tp trung gip
nh my ti mi khu vc.

nng cao li th cnh tranh y nhanh cc hot ng

S3. i tc chin lc vi O3, S4. Pht trin cc sn phn phi, giao hng trn
cc c s sn xut chai bia phm c nng cn thp, cc khu vc
v cc

nh

cung

cp hng v ph hp cho phi T2, S1, S2, S4 .Xy dng

nguyn liu u vo.

h thng kim sot cc

S4. Marketing hiu qu

hot ng bn hng ti cc

xy dng thng hiu.

khu vc ng thi s dng


cc n lc truyn thng
thch hp cnh bo
ngi tiu dng v bia
Heineken gi v khng
nhthng hiu.

im yu
W1. nh mt li th cnh O1, O2, W1. Tch cc T2, W1. Tp trung vo cc
tranh khi qu tp trung vo thm nhp v gia tng th dng bia cao cp cho th
th trng Ty u.

phn vo cc th trng trng Ty u.


mi duy tr li th cnh
tranh v chim ot mt b
phn sinh li t cc th
trng cn ang hp dn.

D.BN CHT V NGUN GC LI TH CNH TRANH CA HEINEKEN


Thng qua vic phn tch cc ngun lc v kh nng tim tng ca Heineken v
nh gi qua bn tiu ch: ng gi, him, kh bt chc, khng th thay th ta nhn ra
Nhm: S_Girls

Trang 19

QUN TR CHIN LC

GVHD: NGUYN THANH LIM

cc nhn t to nn li th cnh tranh cho Heineken, l : C s vt cht mng li


cng ty trn ton cu, b quyt men bia, kh nng tm ra tng c o v kh nng
phn phi rng khp.
1. Ngun lc cng ty

H thng c s vt cht trn ton cu


- ng gi : H thng c s vt cht rng ln cng s lng nh my ln cc khu

vc to iu kin thun li cho Heineken trong qu trnh sn xut v cung cp sn phm


cho khch hng cc th trng.
- Kh bt chc : Vic xy dng mt h thng nh my rng ln nhm phc v tt
nht cho khch hng khp th gii c cng ty trin khai t rt lu, thng qua cc hot
ng M&A, hp ng nhng quyn.. v i hi ngun lc ti chnh ln mnh vi vn
u t khng l. Do , kh c mt hng bia no c th bt chc ngun lc to ln ny
ca Heineken.
- Him : Heineken tn ti hn 140 nm v xy dng cho mnh 165 nh my
70 quc gia ( trong khi , hng bia ln nht th gii ch hot ng 24 quc gia).
- Khng th thay th : H thng ti sn ny tn ti lu i khu vc Ty u v
cc khu vc khc trn th gii, c c uy tn v mng li khch hng trung thnh bn
vng.
2. Nng lc ct li

B quyt men bia


- ng gi : kh nng ny gip gia tng gi tr sn phm, mang li danh ting cho

doanh nghip v gia tng th phn.


- Him : y l loi men qu gi c chnh nh sng lp Heineken to ra v cng
thc c lu gi qua hng trm nm v chin thng trong tt c cc cuc th nghim
mi v ca khch hng.
- Kh bt chc : kh c mt i th no c th c c cng thc c o ny.

Nhm: S_Girls

Trang 20

QUN TR CHIN LC

GVHD: NGUYN THANH LIM

- Khng th thay th : bia dng premium ca Heineken nh loi men A-yeast lm


cho thng hiu ny khng th snh kp.

Kh nng tm ra tng c o
- ng gi: Vi nhng tng ny lm cho Heineken gi c ch ng ca mnh

trn th trng khi m th hiu tiu dng ca khch hng lun thay i.
- Him: Mc d, hin ny c nhiu hng a ra nhiu tng mi l cho sn phm
bia ca mnh nhng thng hiu Heineken vn gi vng v tr l bia ng cp th gii
nh hng v thm ngon v tng chin lc marketing c o t chin lc sn
phm n chin lc qung co hay cch thit k website. Cc tng ny l tng gn
nh l c quyn v khng c i th no c c.
- Kh bt chc: tng kiu dng chai, ci tin cng ngh lm lnh bia, hay ci
tin sn phm bia ch c th c Heineken m him c hng bia no bt chc c.
- Kh thay th: Kh c sn phm no thay th cho dng bia Heineken premium
truyn thng m ch c th Heineken mi c c, cng nh tng pht trin th trng
nh thm vo dng sn phm Heineken light phc v cho th trng M hay nhng
tng marketing c o.

Kh nng phn phi rng khp


- ng gi: H thng phn phi rng khp cc th trng gip Heineken phc v tt

hn cho ngi tiu dng, cnh tranh tt hn vi cc i th v ot c b phn sinh li


t cc th trng.
- Him: rt t i th no c c mng li knh phn phi ln nh Heineken so
vi cc i th ln nh AB Inbev th h ch c th trng hot ng ca mnh Ty u,
Trung v ng u, Bc M, Chu -Thi Bnh Dng.
- Kh bt chc: Heineken hot ng lu i nhiu khu vc nh Ty u, Chu
M, Trung v ng u, to dng c uy tn ca mnh v c c lng trung thnh sn
phm ca ngi tiu dng.
- Khng th thay th: Kh nng phn phi rng ln gip cho Heineken tin hnh tt
cc chin lc ton cu v l kh nng khng th thay th c.

Nhm: S_Girls

Trang 21

QUN TR CHIN LC

GVHD: NGUYN THANH LIM

E. KT LUN S PH HP CHIN LC
T nhng phn tch mi trng bn ngoi cng nh phn tch bn trong cng ty
cho thy nhng chin lc to dng li th cnh tranh m Heineken thc hin da trn
nn tng nhng nng lc ct li ca mnh l hon ton ph hp vi nhng thay i mi
trng; gip cng ty t c s mnh ra v tr thnh hng bia ng cp hng u th
gii.

Nhm: S_Girls

Trang 22

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