I HC KINH T THNH PH H CH MINH

KHOA SAU I HC
B MN QUN TR KINH DOANH

MN HC:
QUN TR CHIN LC
GVHD : TS. HONG LM TNH
HVTH : NHM 17
LP : QTKD K19 M 1+2

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CHIN LC BCG CHO VINAMILK

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Tm nhn
TM NHN
Tr thnh biu tng nim tin s mt
Vit Nam v sn phm dinh dng v
sc khe phc v cuc sng con ngi

S MNH Vinamilk cam kt mang

n cho cng ng ngun dinh dng
tt nht, cht lng nht bng chnh
s trn trng, tnh yu v trch nhim
cao ca mnh vi cuc sng con ngi
v x hi
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GI TR CT LI
Chnh trc
Lim chnh, Trung thc trong ng x v trong tt c cc
giao dch.
Tn trng
Tn trng bn thn, tn trng ng nghip. Tn trng
Cng ty, tn trng i tc. Hp tc trong s tn trng.
Cng bng
Cng bng vi nhn vin, khch hng, nh cung cp v
cc bn lin quan khc.
Tun th
Tun th Lut php, B Quy Tc ng X v cc quy ch,
chnh sch, quy nh ca Cng ty.
o c
Tn trng cc tiu chun c thit lp v hnh ng
mt cch o c.
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CC SN PHM CH LC

Sa nc

Sa bt

Sa chua

Sa c

Nc gii kht
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Cc hot ng chnh
/vo:ngun nguyn
liu trong nc
nh sa
ti,ng,cht
khong,l ch
Yu.Cn nhp
nguyn liu t nc
ngoi khi cn thit

C s h
tng cng ty
hin i p
ng tt cho
vic sn xut

DVCS
i ng Dy chuyn C h thng pp
KH
k/hc cao sx khp kn rng ri ton quc
chu o
nhn vin
WEB
bn hng lu
t chun
Sp mi
ISO_2001 ng, khuyn mi T
ra i
VN

H thng
thng tin lun
c m bo
n nh,khch
hng cp nht
thng tin
nhanh chng
v hiu qu

Qun tr vt
t tt gip cho
vic tit kim
chi ph bo
qun vt t,sn
phm lm ra c
cht lng tt
p ng nhu
cu khch hng

Cc sn phm t
tiu chun cao
nh:sa ti,sa
bt ,ph-mai,sa
c,yoo-ua,.
Gi tr sn phm
c mi ngi
cng nhn t
thng hiu
VINAMILK tr
nn ni ting
trong v ngoi
nc

Ngun nhn lc
di trong nc c
th l a phng
gn ngun cung
cp nguyn liu
.Thm vo l i
ng k s trnh
cao,nh qun l
thng minh

Cc hot ng h tr

Chui gi tr

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Cc yu t phn tch BCG

N V

Tc
Doanh thu
tng
2009 (1000 )
trng

Doanh s
Th phn
doanh nghip
Vinamilk
dn u (th 2)

Sa nc

3,295,327 47,8%

35%

37%

Sa bt

1,883,044 32,5%

16%

20%

Sa chua

1,600,588 51,7%

55%

12,4%

Sa c

2,353,805 51,7%

79%

21%

11%

36%

Nc gii kht
v khc
Tng DT

282,457

3%

9,415,221

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Cc yu t phn tch BCG

Tc
tng
trng

Th phn
tng i

35.00%

47,8%

0.9

Sa bt

20%

32,5%

0.8

Sa chua

17%

51,7%

4.4

Sa c

25%

51,7%

3.8

3%

45%

0.3

N V
Sa nc

Nc gii kht
v khc

T trng trong
tng doanh thu

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Ma trn BCG
C

Stars

Question marks

tng
trng
ca

A
B

th trng
Cash cow

A: Sa nc
B: Sa bt
C: Sa chua
D: Sa c
E: Nc gii
kht

10

Dogs

4,4

3,8

0,9

0,8

Th phn tng i (Phn phn chia th trng)

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