Professional Documents
Culture Documents
A.
I.
II.
III.
1. S mnh .................................................................................................................. 1
PHN TCH MI TRNG BN NGOI......................................................... 2
B.
I.
II.
3.2.
3.3.
3.4.
3.5.
Kt lun .................................................................................................................. 6
Nhm: S_Girls
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C.
I.
1.2.
2.2.
2.2.1.
2.2.2.
2.2.3.
2.3.
4.2.
II.
5.1.
C cu t chc ............................................................................................... 14
5.2.
Thnh tu ............................................................................................................. 15
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III.
2.2.
2.3.
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Kt lun lch s
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Ro cn do chi ph tuyt i t vn u t l rt ln
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B rng sn phm
ABInbev
Rng
SABMiller
Heineken
Carlsberg
Kirin
Sapporo
Tsingtao
Hp
Hp
Rng
III.
Kt lun
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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.
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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
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Biu th hin s hin din ton cu theo cc thng hiu chnh yu ca tng
khu vc
Ty
Trung
Chu
ng
ng
Phi Chu
Chu
Trung M
u
Doanh thu (triu )
7456
3453
3072
5315
2394
853
321
665
837
580
Lao ng (ngi)
18.600 17.700
11.900
23.400
8.000
45
55
29
63
29
Nh my sn xut
26
52
44
20
25
Nh my lin doanh
17
18
41
38
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G.
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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.
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Nm
ng u 2003
Ty u
2008
Chu
2008
Phi
Trung
ng
Chu
2010
Chu 2012
TBD
c im
R&D
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Sn xut
Marketing
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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.
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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
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
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2. Thnh tu ti chnh
2.1. Phn tch doanh thu
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Li nhun hot ng
bin
10.00%
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
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35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
-5,000
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
7,733
8,077
8,989
8,775
e da
T2. S bng n ca ru
Nng
lc
thng
bng cch xy dng danh thng hiu thch hp cho nhp dc ngc chiu, hn
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ch nh hng ca bin
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.
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
hot ng bn hng ti cc
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.
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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.
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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.
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