55427247 chiến lược phat triển sản phẩm mới

MC LC
MC LC.............................................................................................................Trang i DANH MC BIU S .................................................................................iv DANH MC BNG HNH.........................................................................................v DANH MC CC T VIT TT................................................................................v PH LC.........................................................................................................................a TI LIU THAM KHO..............................................................................................d
DANH MC BIU - S
Biu 4.1. Vai tr ht go c ba cm ngon...........................................................12 Biu 4.2. c tnh ca go s dng...........................................................................12 Biu 4.3. Xut x go s dng...................................................................................13 Biu 4.4. Ngun thng tin tham kho........................................................................14 Biu 4.5. Tiu ch go cht lng..............................................................................15 Biu 4.6. Cc yu t quan tm ngoi cht lng.......................................................16 Biu 4.7. Gi go s dng..........................................................................................16 Biu 4.8. Nhn xt gi go s dng...........................................................................17 Biu 4.9. Ni mua go...............................................................................................18 Biu 4.10. Thi im mua go...................................................................................18 Biu 4.11. Mua go bng cch no............................................................................19 Biu 4.12. S lng mua go mi ln........................................................................20 Biu 4.13. Ngi quyt nh mua..............................................................................20 Biu 4.14. Trng hp thay i loi go...................................................................21 Biu 4.15. Xu hng s dng go cht lng...........................................................22 Biu 4.16. Xu hng s dng tip go c xut x ca cng ty.................................22 Biu 4.17. Xu hng mua dng th go c xut x ca cng ty...............................23
S 2.1. Quy trnh pht trin sn phm mi..................................................................4 S 3.1. S c cu t chc ca cng ty....................................................................9 S 4.1. S knh phn phi ca cng ty.................................................................26 S 4.2. Quy trnh xay xt-nh bng go ca cng ty...............................................30 S 5.1. Knh phn phi d kin ca cng ty.............................................................40
ii
DANH MC BNG - HNH

Bng 3.1. Kt qu kinh doanh nm 2004-2005-2006 ca cng ty LTTP An Giang......10 Bng 4.1. Kt qu thc hin k hoch sn xut kinh doanh ca cng ty nm 2006.......27 Bng 4.2. K hoch sn xut kinh doanh ca cng ty nm 2007...................................28 Bng 4.3. Trnh nhn vin ca cng ty......................................................................29 Bng 4.4. Cc ch tiu ti chnh ca cng ty...................................................................30 Bng 4.5. im mnh-im yu-nguy c-c hi ca cng ty v pht trin sn phm...33 Bng 5.1. c tnh sn lng tiu th, doanh thu, li nhun th trng Long Xuyn nm 2008.........................................................................................................................35 Bng 5.2. D on v mc gi bn sn phm mi ca cng ty......................................39
Hnh 2.1. Bn cp ca sn phm..................................................................................3
DANH MC CC T VIT TT
BSCL: ng bng sng Cu Long : ng LN: Li nhun LTTP: Lng thc Thc phm SWOT (Strengths - Weaknesses Opportunities - Threatens): im mnh - im yu c hi - nguy c. TNDN: Thu nhp doanh nghip UBND: y ban nhn dn VAT: Gi tr gia tng
iii
iv
Xy dng chin lc pht trin sn phm mi cho CT LTTP AG
GVHD: Th.S Cao Minh Ton
CHNG 1: GII THIU TI

1.1. L do chn ti
Hin nay, nn kinh t nc ta ang trn pht trin v hi nhp vo nn kinh t th gii. iu ny cho thy s m ra nhiu c hi mi cho nc ta, song nhiu th thch mi cng s xut hin. Do , mi doanh nghip mun tn ti v pht trin th cn phi nng cao kh nng cnh tranh ca doanh nghip mnh trn th trng, bng cch lp k hoch hay chin lc pht trin cho chnh doanh nghip hoc cho sn phm ca doanh nghip nhm tm ra mt hng i ring c tnh cnh tranh cao. Nh chng ta bit, khi cuc sng ngy cng pht trin v i sng ca con ngi c nng cao th vn v sinh an ton thc phm c mi ngi quan tm v ch trng. Chnh v th m nhu cu ca ngi tiu dng v mt sn phm no trn th trng cng i hi cao hn v cht lng, mu m, nhm m bo an ton v sinh thc phm. C th l, cc sn phm c a vo by bn siu th c ngi tiu dng la chn ngy mt nhiu hn. c bit l, nhng sn phm cn thit cho i sng hng ngy nh go, c, tht, trng,...nhng go c xem l lng thc khng th thiu trong mi gia nh, cho nn ngi tiu dng ngy cng c xu hng quan tm nhiu n yu t cht lng go. Qua cho thy, sn phm go cht lng th trng ni a c nhiu tim nng pht trin, y l mt c hi cc doanh nghip trong nc tham gia sn xut kinh doanh. Nhng lm th no sn phm go ca doanh nghip c ngi tiu dng bit n v la chn s dng? Mun lm c iu ny th iu trc tin m cc doanh nghip cn phi thc hin l tm hiu nhu cu, th hiu ca ngi tiu dng v sn phm go ra sao? Tip n l xem xt th trng ca sn phm go c trin vng pht trin hay khng? Sau khi nm bt c nhu cu, th hiu ca ngi tiu dng v ln ca th trng th doanh nghip cn phi nh gi ngun lc ca mnh xem doanh nghip c kh nng sn xut ra sn phm go hay ci tin sn phm go hin ti tha mn c nhu cu ca ngi tiu dng, ng thi cng ph hp vi nng lc s trng ca doanh nghip. Qu tht y l iu khng phi d dng i vi cc doanh nghip, bi v nhu cu ca ngi tiu dng v mt sn phm lun bin i v h tr nn kh tnh hn trong vic la chn sn phm, trong khi ngun lc ca doanh nghip th c gii hn. Tuy nhin, doanh nghip hot ng sn xut kinh doanh mt cch c hiu qu v chim lnh c th trng v sn phm th doanh nghip ch c th p ng c nhu cu ca ngi tiu dng v sn phm. Xut pht t nhng vn trn cng vi hy vng tm ra mt c hi mi cho cng ty Lng thc Thc phm An Giang trong th trng go ni a ni chung v trong th trng go thnh ph Long Xuyn ni ring, nn ti chn ti Xy dng chin lc pht trin sn phm mi cho cng ty Lng thc Thc phm An Giang nhm gip cho cng ty sn xut kinh doanh ngy mt hiu qu hn.
1.2. Mc tiu nghin cu

hiu r hn v ti Xy dng chin lc pht trin sn phm mi cho cng ty Lng thc Thc phm An Giang ti ra mt s mc tiu sau y:
SVTH: Trn Th Kim Tuyn
Trang: 1
- nh gi hiu qu hot ng kinh doanh sn phm go ca cng ty Lng thc Thc phm An Giang. - Phn tch hnh vi ca ngi tiu dng v sn phm go, ng thi nh gi ngun lc ca cng ty Lng thc Thc Phm An Giang t gip cng ty nhn ra nn sn xut sn phm mi nh th no cho ph hp. - ra gii php chin lc pht chin sn phm mi cho cng ty Lng thc Thc phm An Giang giai on 2008-2012.
1.3. Phm vi nghin cu

Do hn ch v mt thi gian nn vic phn tch hnh vi ca ngi tiu dng v sn phm go ch c tin hnh ch yu phm vi thnh ph Long Xuyn vi s lng mu l 100. V vy, vic ra gii php chin lc pht trin sn phm mi cho cng ty Lng thc Thc phm An Giang cng ch tp trung th trng ny. i tng nghin cu: Nhng h gia nh mua go s dng. Thi gian nghin cu: T 10/2/2007 n 15/6/2007.
1.4. Phng php nghin cu

1.4.1. Phng php thu thp d liu Thu thp d liu s cp: Vic thu thp c thc hin di hnh thc phng vn trc tip nhng ngi tiu dng go trong phm vi thnh ph Long Xuyn thng qua bng cu hi. Thu thp d liu th cp: Ch yu cc thng tin v cc ti liu lin quan n ti c thu thp t phng kinh doanh, phng ti chnh k ton v phng t chc hnh chnh ca cng ty Lng thc Thc phm An Giang. Ngoi ra, cn tham kho thng tin qua sch, bo, internet, 1.4.2. Phng php phn tch d liu Khi hon thnh vic thu thp d liu, tip theo s tin hnh tng hp d liu cn phn tch. Sau ty theo tng d liu m a ra cc phng php thc hin thch hp nh: - S dng phng php so snh lin hon qua cc nm nh gi cc ch tiu ti chnh ca cng ty. C th l, bng bo co kt qu hot ng kinh doanh v tnh hnh ti chnh ca cng ty. - S dng phng php thng k i vi d liu s cp. V y c xem l d liu lm c s ra chin lc pht trin sn phm mi cho cng ty.
1.5. ngha thc tin

Qua phn tch hnh vi ca ngi tiu dng v sn phm go th trng Long Xuyn s gip cng ty hiu r hn v nhu cu, th hiu ca ngi tiu dng Long Xuyn, c th a ra chin lc pht trin sn phm mi cho ph hp nhm d dng thm nhp vo th trng ny. T , lm bc cng ty pht trin sang cc th trng khc v chim lnh c th trng go ni a, gp phn thc y hot ng sn xut kinh doanh ca cng ty ngy cng hiu qu.
Trang: 2
CHNG 2: C S L THUYT
2.1. Khi nim v sn phm
Theo quan nim c in, sn phm l tng th cc c tnh vt cht, nhng yu t c th quan st, c tp hp trong mt hnh thc ng nht l vt mang gi tr s dng. Theo quan nim marketing, sn phm l nhng g m doanh nghip cung cp, gn lin vi vic tha mn nhu cu v c mun ca khch hng nhm thu ht s ch , mua sm hay s dng chng. Sn phm bao gm cc thuc tnh hu hnh (cht liu, kiu dng, bao b,) v cc thuc tnh v hnh (danh ting, gi c, s ph din, cc dch v km theo,). Khi hoch nh phi quan tm n sn phm theo bn cp - Phn ct li ca sn phm: Gi tr, cng dng, li ch c bn ca sn phm m nh sn xut mang li cho khch hng. - Phn c th ca sn phm: Bao gm cc thuc tnh hu hnh c lin quan n sn phm: kiu dng, cht lng, tnh cht, c im ring, bao b, nhn hiu, dng phn bit vi cc sn phm khc trn th trng. - Phn ph thm ca sn phm: l cc c tnh b sung lm cho sn phm c thm cc tin ch thu ht khch hng, thng l cc thuc tnh: ph tng thay th, bo hnh, dch v hu mi, giao hng, s tn nhim, - Phn sn phm tim nng: Th hin s n lc, ha hn ca nh sn xut trong vic phn u b sung cc tin ch ca sn phm trong tng lai. Phn sn phm c th
Ph tng km theo Bao b Tn hiu c im Kiu dng
Phn ct li
Giao hng v s tn nhim
Nhn g li ch Cht lng Bo hnh
Dch v bn hng
Phn sn phm tim nng
Phn ph thm ca sn phm Hnh 2.1. Bn cp ca sn phm (Ngun: Qun tr tip th - Lu Thanh c Hi)
Trang: 3
2.2. Khi nim v sn phm mi

Sn phm mi l hng ha, dch v hay tng m b phn khch hng tim n tip nhn chng nh mt ci g mi m. Sn phm mi c th c mt trn th trng trong mt thi gian no , nhng ta quan tm n iu ngi tiu dng lm th no nhn bit c n ln u tin v quyt nh c chp nhn n hay khng.
2.3. Quy trnh pht trin sn phm mi

Hnh thnh tng (1) La chn tng (2) Son tho d n v thm nh d n (3) Son tho chin lc marketing
(4)
Phn tch kh nng sn xut v tiu th
(5)
Thit k sn phm
(6)
Th nghim th trng
(7)
Trin khai sn xut i tr
S 2.1. Quy trnh pht trin sn phm mi (Ngun: Marketing cn bn Philip Kotler) 2.3.1. Hnh thnh tng Hnh thnh tng v sn phm mi l giai on u tin ca qu trnh pht trin sn phm mi. Cc doanh nghip tm kim nhng tng sn phm qua cc ngun thng tin nh: khch hng, i th cnh tranh, cng nhn vin, ban lnh o v cc nh khoa hc, - Khch hng: Qun tr marketing khng nh rng nhng nhu cu v mong mun ca khch hng l ni tp hp logic bt u tm kim nhng tng mi. Cc doanh nghip c th pht hin nhng nhu cu v mong mun ca khch hng thng qua cc cuc thm d khch hng, trc nghim chiu hnh, trao i nhm tp trung, nhng th gp kin v khiu ni ca khch hng. - i th cnh tranh: Doanh nghip c th tm c nhng tng hay qua kho st sn phm v dch v ca cc i th cnh tranh. pht hin ra nhng th hp dn nht i vi ngi mua. - Nhng i din bn hng v nhng ngi trung gian: y c xem l ngun tng v sn phm mi rt tt, bi v h l nhng ngi c iu kin mt thy tai nghe nhng nhu cu v phn nn ca khch hng. - Nhng nh khoa hc: H c th sng to hay tm kim nhng vt liu thuc tnh mi ca sn phm to ra nhng sn phm hon ton mi hay ci tin cho nhng sn phm hin c.
Trang: 4
2.3.2. La chn tng Qua cc ngun thng tin khc nhau c nhiu tng sn phm c xut. Do , mc ch ca vic la chn tng l loi b nhng tng khng ph hp cng sm cng tt v chn lc nhng tung tt nht. lm c iu ny cn phi da trn c s phn tch kh nng ngun lc ca doanh nghip, phn tch phc tho v sn phm mi (m t sn phm, quy m th trng v th trng mc tiu, kh nng tha mn nhu cu, kh nng thm nhp th trng ca sn phm), kh nng marketing ca doanh nghip. 2.3.3. Son tho d n v thm nh d n tng v sn phm sau khi c la chn, mi tng phi c xy dng thnh nhng d n. Bi v, tng l nhng t tng khi qut v sn phm, cn d n l s th hin t tng khi qut thnh cc phng n sn phm mi vi cc tham s v c tnh hay cng dng hoc i tng s dng khc nhau ca chng. Do , ch c d n mi to thnh hnh nh thc s v mt sn phm m cng ty d nh a ra th trng v n c ngha i vi khch hng. Khi c d n th vic tip theo l cn phi thm nh d n. Thm nh d n l th nghim quan im v thi ca nhm khch hng mc tiu i vi cc phng n sn phm c m t. Qua thm nh s la chn c mt d n sn phm tt nht. 2.3.4. Son tho chin lc marketing Sau khi d n sn phm mi c thng qua, doanh nghip cn son tho chin lc marketing cho sn phm mi. Chin lc marketing gm ba phn: - Phn th nht, m t quy m, c cu v hnh vi ca th trng mc tiu, d kin nh v ca sn phm cng nh cc ch tiu v mc tiu th, th phn v li nhun d kin trong mt vi nm u tin. - Phn th hai, chin lc marketing trnh by gi d kin ca sn phm, chin dch phn phi v ngn sch marketing cho nm u tin. - Phn th ba, trnh by nhng mc tiu tng lai ca cc ch tiu mc tiu th v li nhun, cng nh quan im chin lc lu di v vic hnh thnh h thng marketing mix. 2.3.5. Phn tch kh nng sn xut v tiu th Tip theo l nh gi mc hp dn v mt kinh doanh ca vic cung ng. Mun vy, cn phi c tnh mc tiu th, tnh chi ph v li nhun bit chc rng chng c ph hp vi nhng mc tiu ca doanh nghip. 2.3.6. Thit k sn phm Qua vic xc nh kh nng thc t ca sn phm mi, doanh nghip s thc hin vic thit k sn phm. thit k sn phm bao gm cc ni dung: - Cc thng s k thut ca sn phm (kch thc, trng lng, ch tiu cht lng, cc chi tit k thut). - Kiu dng, mu sc, c tnh m thut ca sn phm. - Thit k bao b sn phm.
Trang: 5
- Thit k cc yu t php lut vt cht ca sn phm nh: tn sn phm, biu tng, 2.3.7. Th nghim th trng Mc tiu ca giai on ny l nh hnh vic sn xut sn phm, khng nh cc thng s k thut, c tnh s dng sn phm v kim tra cc ch tiu kinh t ca sn phm. Vic th nghim thng c thc hin hai giai on. - Th nghim trong doanh nghip: Th nghim phng th nghim hay trong ni b doanh nghip. - Th nghim th trng: Doanh nghip th nghim sn phm trn th trng qua nh gi li mc hon chnh ca sn phm, kh nng sn phm ph hp vi th trng, nh gi phn ng ca th trng v sn phm, th nghim hay chng trnh marketing gn vi sn phm nh gi, phn phi, chiu th. Phng php v thi gian th nghim ph thuc vo kh nng ti chnh ca doanh nghip, c im sn phm v tnh hnh cnh tranh trn th trng. 2.3.8. Trin khai sn xut i tr T nhng th nghim trn, doanh nghip s xc nh nn sn xut v tung sn phm ra th trng hay khng? Nu quyt nh sn xut c chp nhn, doanh nghip s trin khai phng n t chc sn xut, xy dng chng trnh marketing gii thiu sn phm mi. tung sn phm ra th trng c hiu qu, doanh nghip cn xem xt cc vn sau: - Thi im tung sn phm ra th trng. - a im gii thiu sn phm. - Th trng mc tiu ca sn phm. - Chin lc marketing gii thiu sn phm.
2.4. Qu trnh chp nhn sn phm mi

Qu trnh chp nhn sn phm mi gm nm giai on: - Bit: Ngi tiu dng mi hay bit v sn phm mi, nhng cha c thng tin y v n. - Quan tm: Ngi tiu dng b kch thch i tm kim thng tin v sn phm mi. - nh gi: Ngi tiu dng quyt nh xem c nn dng th sn phm mi khng. - Dng th: Ngi tiu dng dng th sn phm mi quy m nh c nim y v gi tr ca n. - Chp nhn: Ngi tiu dng quyt nh s dng thng xuyn v y sn phm mi. V vy, ngi a ra sn phm mi cn suy ngh lm th no dn dt ngi tiu dng t giai on ny n giai on khc.
Trang: 6
CHNG 3: GII THIU V CNG TY LNG THC THC PHM AN GIANG

3.1. Lch s hnh thnh v pht trin cng ty LTTP An Giang
Theo quyt nh s 070/Q-HQT ngy 26/08/2002 ca Ch tch hi ng qun tr Tng cng ty Lng thc Min Nam, x nghip M Cc Long Xuyn c thnh lp thay th nhim v ca cng ty Lng thc An Giang c quyt nh tuyn b ph sn trong vic kinh doanh b thua l nng khng c kh nng thanh ton. X nghip M Cc Long Xuyn c xem l n v trc thuc v chu s qun l trc tip ca Tng cng ty Lng thc Min Nam, c ng k kinh doanh v s dng con du ring theo quy nh ca Nh nc. Thnh lp theo lut doanh nghip Nh nc v iu l ca Tng cng ty, hot ng kinh doanh nhm thc hin nhim v, k hoch ca Tng cng ty giao. Bn cnh , cn thc hin y ngha v v nhim v ca Tnh y v UBND tnh An Giang trn c s ph hp vi php lut v chnh sch ca Nh nc. Cn c quyt nh s 125/2006/Q-TTg ngy 30/05/2006 ca Th tng Chnh ph v vic ban hnh iu l t chc v hot ng ca Tng cng ty Lng thc Min Nam theo m hnh cng ty m-cng ty con. V vy, n 19/03/2007 Ch tch hi ng qun tr Tng cng ty Lng thc Min Nam a ra quyt nh s 44/Q-HQT i tn x nghip M Cc Long Xuyn thnh cng ty Lng thc Thc phm An Giang. Tn ting vit: Cng ty Lng thc Thc phm An Giang. Tn giao dch quc t: ANGIANG FOOD & FOODSTUFF COMPANY. Tn vit tt: ANFOODCO. a ch: S 6, ng Nguyn Du, Phng M Bnh, Thnh ph Long Xuyn, Tnh An Giang. in thoi: (076) 955802. Fax: (067) 955801. Vn u t ban u: 36.744 triu ng. - Vn c nh: 34.744 triu ng. - Vn lu ng: 2.000 triu ng.
3.2. Chc nng v nhim v ca cng ty LTTP An Giang

3.2.1. Chc nng - Cng ty chuyn ch bin, kinh doanh cc mt hng lng thc, nng sn, vt t nng nghip; vn ti hng ha; phc v cho sn xut nng nghip, gp phn tiu th ht la hng ha cho nng dn trong a phng v iu ha lng thc trong vng, m bo nhu cu tiu dng trong ni a v xut khu theo k hoch ca Tng cng ty giao v kinh doanh cc ngnh ngh khc theo giy chng nhn ng k kinh doanh ca Tng cng ty khi c chp nhn.
Trang: 7
- T chc thu mua, gia cng ch bin lng thc, hng nng sn, lin doanh lin kt cc t chc kinh t trong tnh thc hin nhim v u mi xut khu ca tnh, ng vai tr ch o trong vic la hng ha ca nng dn. - Xut khu trc tip cc mt hng do cng ty sn xut kinh doanh v do lin doanh lin kt to ra hay nhn y thc xut khu v y thc cho cc n v xut khu lng thc. 3.2.2. Nhim v - T chc thc hin cc phng n sn xut kinh doanh xut nhp khu c hiu qu, tng bc cng c v pht huy uy tn ca cng ty i vi th trng trong nc, trn th gii nht l v lnh vc kinh doanh lng thc. - Tham gia vo cc chng trnh kinh t ca tnh vi mc tiu ci tin, u t m rng pht trin cc lnh vc lin quan n sn xut nng nghip, sn xut ch bin nng sn nhm nng cao cht lng v s lng hng ha, to cng n vic lm cho tng lp lao ng trong tnh v tng thm thu nhp cho x hi.
3.3. C cu t chc ca cng ty LTTP An Giang

Hin nay, ton b cng ty c 348 ngi. Trong c 148 ngi (n 25 ngi) c xem l nhn vin chnh thc ca cng ty v c t chc nh sau: - Ban gim c: 3 ngi. - Cc phng ban: 39 ngi. + Phng T chc hnh chnh: 11 ngi. + Phng K hoch kinh doanh: 17 ngi. + Phng Ti chnh k ton: 11 ngi. - Cc nh my: 106 ngi + Nh my An Giang 3: 21 ngi (lao ng chnh 11 ngi, lao ng ph tr 3 ngi, lao ng qun l 7 ngi). + Nh my An Giang 4: 31 ngi (lao ng chnh 18 ngi, lao ng ph tr 4 ngi, lao ng qun l 9 ngi). + Nh my An Giang 3: 54 ngi (lao ng chnh 38 ngi, lao ng ph tr 6 ngi, lao ng qun l 10 ngi). Cc nhn vin ca cng ty u c trnh chuyn mn nghip v (tr mt s lao ng chnh, lao ng ph tr v 200 lao ng cng nht bc xp lm vic trong dy chuyn sn xut cc nh my).
Trang: 8
Ban Gim c
P. K Hoch Kinh Doanh
P. T Chc Hnh Chnh
P. Ti Chnh K Ton
Nh My An Giang 3
Nh My An Giang 4
Nh My An Giang 5
Trm Thu Mua
Phn Xng Sn Xut
Kho
Trm Thu Mua
Phn Xng Sn Xut
Kho
Trm Thu Mua
Phn Xng Sn Xut
Kho
S 3.1. S c cu t chc ca cng ty Quan h trc tip ch o Quan h tc ng qua li
3.4. Nhng thun li v kh khn ca cng ty LTTP An Giang

3.4.1. Thun li - Cng ty c v tr thun li trong vic huy ng nguyn liu la go ti ch do gi c c th cnh tranh trn th trng. - My mc thit b xay xt, nh bng go c i mi v ci tin nn c nng sut hot ng cao, cht lng m bo theo yu cu ca khch hng. ng thi sn phm c bo qun tt, an ton v vn chuyn nhanh. - C quan h tt v uy tn vi cc Ngn hng trong v ngoi tnh nn c s h tr v ngun vn kinh doanh. - i ng nhn vin ca cng ty c chuyn mn nghip v, nhit tnh, nng ng, on kt vi nhau thc hin mc tiu chung ca cng ty. - Ban gim c mi b sung c kinh nghim, trnh qun l, nng ng thch ng vi c ch th trng, ng thi c tinh thn trch nhim cao. - c Tng cng ty v cc cp chnh quyn ca tnh quan tm theo di h tr. 3.4.2. Kh khn - Ngun ti chnh ca cng ty c gii hn, ch yu vay vn ca Tng cng ty, cc Ngn hng trong v ngoi tnh, song s cho vay ca cc Ngn hng ty thuc vo mc hot ng m cng ty huy ng v thu mua hng ha.
Trang: 9
- Cha c i ng nhn vin chuyn v lnh vc marketing do vic xc tin thng mi cn hn ch.
3.5. Kt qu hot ng kinh doanh ca cng ty LTTP An Giang t nm 2004-2006

Bng 3.1. Kt qu kinh doanh nm 2004-2005-2006 ca cng ty LTTP An Giang VT: Triu ng Ch tiu Tng doanh thu Tng chi ph - Gi vn - Cc chi ph LN sau thu Nm 2004 534.139 533.928 513.909 20.019 211 Nm 2005 529.385 527.884 506.003 21.881 1.501 Nm 2006 608.342 605.634 578.494 27.140 2.708 Chnh lch 04/05 Chnh lch 05/06 S tin -4.754 -6.044 -7.906 1.862 1.290 % -0,89 -1,33 -1,54 9,30 611 S tin 78.957 77.750 72.491 5.259 1.207 % 14,91 14,73 14,33 24,03 80,41
(Ngun: Bo co ti chnh nm 2004-2005-2006 ca cng ty LTTP An Giang) Qua bng kt qu hot ng kinh doanh ca cng ty vo nm 2004-2005-2006, ta thy tng doanh thu nm 2005 ca cng ty gim 0,89% so vi nm 2004 nhng li nhun sau thu ca cng ty li tng t bin ln n 611%. iu ny chng t rng cng ty kinh doanh c hiu qu hn nm 2004. Nguyn nhn l do nm 2005 th trng nguyn liu u vo thun li v s c gng ca cng ty trong khu thu mua, vn chuyn, ch bin do tit kim c mt lng chi ph. V th m gi vn hng bn gim ng k vi tc gim l 1,54% nn dn n tng chi ph gim. V chnh tc gim ca gi vn cao hn tc gim ca doanh thu lm cho li nhun sau thu ca cng ty tng ln cao. n nm 2006, tng doanh thu v li nhun sau thu ca cng ty u tng ln. C th, tng doanh thu tng 14,91% cn li nhun sau thu tng 80,41%. Qua cho thy cng ty ngy cng hot ng c hiu qu hn, mt phn l do cng ty nhn c hp ng cung cp go vi s lng ln hn trc ca Tng cng ty v cc n v nhn y thc xut khu, phn cn li l do cng ty tm c hp ng xut khu go trc tip sang Chu Phi. V vy, s lng go tng ln nn gi vn hng bn v chi ph bn hng cng tng ln, ko theo tng chi ph tng. Tm li, qua ba nm hot ng sn xut kinh doanh cng ty lun phn u v n lc nng cao hiu qu hot ng sn xut kinh doanh. iu ny c minh chng li nhun sau thu ca cng ty tng dn qua cc nm. V mt khi cng ty hot ng sn xut kinh doanh c hiu qu s gp phn thc y nn kinh t ca tnh pht trin.
Trang: 10
CHNG 4: PHN TCH MI TRNG HOT NG CA CNG TY LNG THC THC PHM AN GIANG
Cng ty LTTP An Giang cng nh bao cng ty khc trong nhng nm qua t quan tm n vic tiu th sn phm go th trng ni a, cho n thi im ny cng ty mi bt u quan tm v khai thc tim nng th trng ni a. Chnh v vy, phn tch mi trng hot ng s gip cng ty xc nh c nhng im mnh, im yu v c hi, nguy c trong tin trnh pht trin sn phm mi. Qua s ni ln cng ty LTTP An Giang c kh nng sn xut ra sn phm ph hp thm nhp vo th trng ni a ni chung v th trng Long Xuyn ni ring hay khng?.
4.1. Phn tch mi trng bn ngoi

4.1.1. Phn tch tnh hnh th trng chung Trong nhng nm gn y, mc sng ca ngi dn nc ta c nng cao. C th l, thu nhp bnh qun ca ngi dn tng qua cc nm vo nm 2005 l 635 USD n nm 2006 l 715 USD v d on n nm 2010 c th tng ln 1.000 USD1. Do , ngi dn ngy cng quan tm n vn lng thc, thc phm m bo cht lng v an ton v sinh. in hnh l c nhiu ngi tiu dng mun tm mua go ngon, cht lng thay v trc y ch yu cu c go n. iu ny c minh chng siu th Co.op Mark Cn Th: doanh s tiu th mt hng go ti siu th tng trng bnh qun khong 30%/nm, tiu th khong 3 tn go cc loi/thng v ca hng gii thiu sn phm Nng Trng C thnh ph Cn Th t mc tiu th 17-18 tn go cc loi/thng2. V mt thc t na chng t rng go cht lng c nhu cu rt ln th trng ni a. Hin nay, dn s nc ta kh ng c khong 84 triu ngi, do ch cn mt ngi tiu th khong 10 kg go cht lng/nm th sn lng go cht lng c tiu th nc ta s tng ln n 840.000 tn go/nm. Nhng vi mc sn lng go cht lng ny th hin ti cc doanh nghip trong nc cha c kh nng p ng. Mt khc, kinh doanh go th trng ni a cng kh hp dn v gi bn ca cc sn phm go vo nm 2006 tng cao, go thng c bn vi gi 5.000-6.000 /kg, cn go thm c bn vi gi t 6.000 /kg tr ln v cho n thi im ny mc gi vn khng c chiu hng gim. Bn cnh , kinh doanh go th trng ni a cc doanh nghip s d dng nm bt c nhu cu ca ngi tiu dng hn v cht lng go th trng ny cng khng qu i hi kht khe nh th trng xut khu. Cng vi vic Chnh ph lun c chnh sch m bo ngun lng thc trong nc nh: n nh ch tiu v xut khu go, cho cc doanh nghip ngng k hp ng xut khu go hay cm xut khu go khi ngun cung go khan him. Chng hn vo cui nm 2006 Chnh ph a ra quyt nh cm xut khu go nhm m bo an ninh lng thc trong nc. Tuy nhin, cc doanh nghip s phi chu 5% thu VAT khi kinh doanh go th trng ni a cho nn cc doanh nghip phi bn vi gi cao hn, nu nh th s kh lng cnh tranh vi cc doanh nghip t nhn hay c s sn xut kinh doanh np thu khon hoc mt s i tng kinh doanh trn thu v h s bn vi gi m ngi
1 2
Ngun: http://vnexpress.net/Vietnam/Kinh-doanh/2006/11/3B9F053D/ Ngun: http://www.vietrade.gov.vn/old/news.asp?cate=1&article=12802&lang=vn
Trang: 11
tiu dng chp nhn c. V l , cc doanh nghip sn xut kinh doanh go cht lng cha mn m vi th trng ni a. Qua , cho thy th trng ni a l th trng c trin vng tt cc doanh nghip sn xut kinh doanh go tham gia, nhng cc doanh nghip cn phi pht huy li th ca mnh sn xut ra sn phm go c cht lng m gi bn vn c ngi tiu dng chp nhn. 4.1.2. Phn tch hnh vi ca ngi tiu dng Long Xuyn v sn phm go Nhn thc nhu cu Nh chng ta bit, ht go ng vai tr rt quan trng trong cuc sng, do ht go l lng thc khng th thiu bt k gia nh no v ty theo mi gia nh m c nhn thc khc nhau v vai tr ca ht go trong ba cm. Theo nh kt qu kho st hnh vi ca ngi tiu dng v sn phm go c n 77% kin (bao gm kin t 50%-75% v > 75%) cho rng c mt ba cm ngon th ht go ng vai tr rt quan trng.
Biu 4.1. Vai tr ht go c ba cm ngon 3% 26% 20% < 25% T 25%-50% T 50%-75% > 75% 51%
(Ngun: T tng hp thng qua bng cu hi) nh gi vai tr ht go ch l bc nhn thc u tin trong nhn thc nhu cu, bc tip theo l cn phi nhn thc nhu cu, th hiu ca ngi tiu dng v c tnh go nh th no? iu ny c th hin r biu sau y.
Biu 4.2. c tnh c a g o s dng Go cho cm kh Go cho cm x p Go cho cm m m Go cho cm thm Go cho cm d o 0% 10% 20% 30% 40% 50%
7% 24% 52% 53% 55%

60%
(Ngun: T tng hp thng qua bng cu hi)
Trang: 12
Nhn vo biu 4.2 cho thy c tnh go c ngi tiu dng chn s dng nhiu nht l go cho cm do, go cho cm thm v go cho cm mm. Cn cc c tnh nh go cho cm xp v go cho cm kh cng c ngi tiu dng la chn nh mc rt t. Qua tm hiu l do th ngi tiu dng cho bit go c c tnh cho cm thm s kch thch s thm n ca mi ngi v lm cho mi ngi nh n v t khi nu n khi n t ra hng thm thu ht. i vi go cho cm do, mm s cho cm d n hn khng phn bit tui v cm ngui khng b kh cng. Theo nh kt qu kho st trong hai nm (nm 20063, nm 2007) th cc c tnh go cho cm thm, do v mm c ngi tiu dng la chn nhiu nht. V vy, c th xem y l xu hng chung ca ngi tiu dng Long Xuyn hin nay. Khi bit ngi tiu dng chn c tnh go no ri th vic tm hiu xut x loi go cng kh cn thit trong nhn thc nhu cu. xem ngi tiu dng s dng go c xut x trong nc hay ngoi nc, thuc dng go ca cng ty hay go i tr.
Biu 4.3. Xut x go s dng Khng bit Ngoi nc, thuc dng go i tr Trong nc, thuc dng go i tr Ngoi nc, thuc dng go cng ty 0% Trong nc, thuc dng go cng ty 8% 11% 10% 71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
(Ngun: T tng hp thng qua bng cu hi) Biu ny ni ln a s ngi tiu dng u s dng go c xut x trong nc thuc dng go i tr chim t l 71% l v loi go ny c by bn rt ph bin trn th trng nn d mua, d la chn. Cn go c xut x trong nc thuc dng go ca cng ty chim t l rt thp vi 8%, nguyn nhn l do cc cng ty sn xut kinh doanh go u tp trung vo th trng xut khu v th loi go ny cha c by bn ph bin th trng trong nc nn rt t c ngi tiu dng bit n. Bn cnh , go c xut x ngoi nc thuc dng go i tr tng bc len li vo th trng trong nc v cng c ngi tiu dng chn s dng vi t l 10% cao hn c go trong nc thuc dng go ca cng ty. y l iu m cc doanh nghip trong nc cn xem xt v nhn nhn li, bi hin nay nc ta gia nhp WTO v mt khi cc doanh nghip ngoi nc nm bt c c hi ny th cc doanh nghip trong nc s kh c c mt ch ng chnh th trng ca nc mnh. Ngoi ra, c 11% ngi tiu dng khng bit loi go mnh ang s dng, c th ni y l nhng ngi tiu dng d tnh, khng quan tm n xut x.
3
Ngun: Hnh vi tiu dng go ca ngi dn Long Xuyn_Nguyn Th Kim Nh - DH3KN1
Trang: 13
Tm li, theo nhn nh ca ngi tiu dng th c mt ba cm ngon th ht go ng vai tr rt quan trng. a s ngi tiu dng s dng go i tr vi c tnh go c a chung l go cho cm do, thm v mm. Cc ngun thng tin tham kho khi quyt nh mua go Qua xem xt kin ca ngi tiu dng v ngun thng tin tham kho khi quyt nh mua go th s ng ngi tiu dng cho rng ngun thng tin quan trng nht l kinh nghim bn thn chim 51%. Bi v, trc khi mua mt loi go no s dng lu di th ngi tiu dng thng mua vi s lng nh v dng th, nu cm thy cht lng tt v hp khu v mi quay li ni bn mua s dng tip tc.
Biu 4.4. Ngun thng tin tham kho Tm hiu ngi xung quanh Bn b, ngi thn gii thiu Ngi bn gii thiu Kinh nghim bn thn Gia nh yu cu 0% 10% 21% 20% 30% 40% 50% 60% 6% 12% 43% 51%
(Ngun: T tng hp thng qua bng cu hi) Ngun thng tin th hai do ngi bn gii thiu c vai tr tc ng kh hu hiu trong quyt nh mua go ca ngi tiu dng. Nguyn nhn l do ngi bn hiu c tm l ngi tiu dng cng nh to c lng tin i vi h. Ring i vi kin tham kho ngun thng tin t vic tm hiu nhng ngi xung quanh c t l rt thp vi 6%, iu ny ni ln rng cuc sng ca ngi dn thnh th hin nay kh khp kn, t quan tm trao i thng tin vi nhng ngi xung quanh. Tm quan trng ca cc tiu ch cht lng khi chn mua go Nh chng ta bit, khi chn mua mt sn phm no s dng lu di th hu ht ngi tiu dng u quan tm n yu t cht lng, do sn phm go cng khng ngoi l. Qua tng kt d liu thu thp th ngi tiu dng cho rng cc tiu ch cht lng nh: khng ln tp cht, d nu, hng thm lu v d bo qun l cc tiu ch quan trng nht khi chn mua go. V y c xem l cc tiu ch cn thit phi c i vi go t cht lng. Biu 4.5 s chng minh r v mc quan trng i vi tng tiu ch cht lng.
Trang: 14
Biu 4.5. Tiu ch g o cht lng

20% 14% 27% 25% 38% 6% 8% 2% 8% 10% 16% 15% 16% 2% 12% 24% 9% 7% 9% 4% 14% 12% 2% 3% 2% 25% 13% 4% 2% 2% 7%
Khng c d l ng ha ch t D nu D bo qun Khng ln tp cht Kch thc ht go Mu sc ht go sng bng Hng thm lu 0% Rt quan trng
18% 14%
10% Quan tr ng
20%
30%
40%
50%
60%
70%
80%
90%
Bnh thng
khng quan tr ng
Rt khng quan tr ng
(Ngun: T tng hp thng qua bng cu hi) Tiu ch cht lng khng ln tp cht c ngi tiu dng nh gi quan trng nht chim t l 63%, cho thy ngi tiu dng rt xem trng n vn an ton v sinh trong ht go nhm bo v sc khe. Tip theo l tiu ch d nu chim t l quan trng 45% v d nu s cho cm ngon khng b nho, cng hay sng vi lng nc nht nh hay nu mau chn cm. i vi tiu ch go cho hng thm lu v d bo qun cng chim mc quan trng tng i nhiu 40%, 39% nhng hin nay a s cc loi go thm c bn bn trn th trng ch t ra hng thm khi cm cn nng n lc ngui gim hn hay khng cn hng thm na, v go lu khong hn mt thng thng b su mt, m mc. Do , cc tiu ch ny cn xem xt li khi sn xut go t cht lng tung ra th trng. Phn ln ngi tiu dng hin nay u cho rng khng c d lng ha cht trong ht go nn mc quan trng ca tiu ch ny c nh gi khng cao ch chim t l quan trng 34%, s ng ngi tiu dng quan tm nhiu n d lng ha cht l cc nhn vin vn phng hay cc gia nh c thu nhp cao v h e ngi rng hin nay cc loi phn bn, thuc tr su, thuc dng,c s dng nhiu khi trng la, cn 14% cho l bnh thng v c quan tm i chng na cng khng bit c. Cc tiu ch cht lng c ngi tiu dng nh gi t quan trng nht l kch thc ht go v mu sc ht go sng bng, v theo ngi tiu dng khi chn mua go th kch thc ht go nh th no cng c min sao ht go ng b nt qu nhiu l c th chp nhn. V ch cn xem mu sc ht go khng b vng l c ch khng cn phi sng bng.
Trang: 15
Cc yu t nh hng n quyt nh mua go ngoi cht lng Khi chn mua go ngoi yu t cht lng th ngi tiu dng thng quan tm nhiu n cc yu t nh: gi c, thi ngi bn, d tm mua. Cn cc yu t bao b, nhn hiu, khuyn mi rt t c quan Tm. T l quan tm c th hin biu sau y.
Biu 4.6. Cc yu t quan tm ngoi cht lng 60% 50% 40% 30% 20% 10% 0% Gi c D tm mua Thi ngi bn 7% 12% 59% 49% 53%
Khuyn Bao b, mi nhn hiu
(Ngun: T tng hp thng qua bng cu hi) T biu 4.6 nhn thy ngi tiu dng quan tm n cc yu t gi c, thi ngi bn, d tm mua c mc tng ng ln lt vi t l l 59%, 53% v 49%. Trong , gi c c nhiu ngi tiu dng quan tm hn, vn ny cng d l gii v a phn khi quyt nh mua mt sn phm no ngi tiu dng thng xem xt mc gi ny c ph hp vi ti tin ca mnh hay khng. Qua kt qu nghin cu cho thy khi mua go ngi tiu dng thng chn mua mc gi t 5.000-7.000 /kg vi 62 cu tr li chim 62%. Cn mc gi nh hn 5.000 /kg v ln hn 9.000 /kg t c ngi tiu dng la chn, v mc gi nh hn 5.000 /kg go khng c ngon hay c thc, c v sn ln trong go, mc gi ln hn 9.000 /kg th kh t chn s dng tuy nhin go c mc gi ny cht lng rt tt.
Biu 4.7. Gi g s dng o < 9.000 2% T 7.000-9.000 27% < 5.000 9%
T 5.000-7.000 62%
Trang: 16
C th ni rng, khi mua go ngi tiu dng thng chn mc gi ph hp vi ti tin ca mnh nhng c tnh go v cht lng v thc, c, sn ln trong go vn m bo, do m phn ln ngi tiu dng nhn xt gi go ang s dng chp nhn c vi 74%.
Biu 4.8. Nhn xt gi go s dng Mc 2% R 0%
Tng i r 7%
Tng i mc 17% Chp nhn c 74%
(Ngun: T tng hp thng qua bng cu hi) Mt khc, khi mua go th thi ngi bn v d tm mua cng c ngi tiu dng quan tm nhiu, bi l chng ngi tiu dng no chn ni mua go m ngi bn cc cn, kh chu, khng cn khch hng cho d go ca h bn c tt v r hn i chng na. ng thi loi go phi d mua khi cn l c ngay s dng khng phi ch i. i vi bao b, nhn hiu v khuyn mi t c ngi tiu dng quan tm l do l hu ht cc sn phm go c by bn trn th trng hin nay ch yu l go i tr nn khng c xut x nhn hiu v t trc n nay mt hng go him khi c khuyn mi. Do , c rt t ngi tiu dng quan tm n vn ny. Trong tng lai, khi mc sng ca ngi dn nng cao th chc chn bao b, nhn hiu ca sn phm go s c ngi tiu dng quan tm nhiu hn bi h cm nhn c sn phm c bao b, nhn hiu s m bo an ton v sinh v trong bt mt hn. Cn khuyn mi l mt trong nhng cch thu ht ngi tiu dng s dng sn phm. Cch thc mua go ca ngi tiu dng C th ni, cch thc mua go cng kh l quan trng trong phn tch hnh vi ca ngi tiu dng v sn phm go. Bi v, bt k mt doanh nghip no mun bn c sn phm trn th trng th phi bit c t nhiu ngi tiu dng thch mua sn phm u? Mua khi no? Mua bng cch no? S lng bao nhiu? V ai l ngi quyt nh mua? t sn xut ra sn phm c s lng va mc s dng, chn nhng ni c xem l d tip cn vi ngi tiu dng nht v c hnh thc tc ng ph hp vo i tng quyt nh mua. - Mua u? Go l sn phm thit yu nn c by bn rt nhiu ni nhng xem ngi tiu dng thng chn ni mua go u nhiu nht.
Trang: 17

Biu 4.9. Ni mua go 70% 60% 50% 40% 30% 20% 10% 0% Sp go ch Siu th Ca hng Tim go gn nh i l Ni khc 3% 16% 9% 3% 3% 66%
(Ngun: T tng hp thng qua bng cu hi) Theo nh biu 4.9 phn ln ni mua go ca ngi tiu dng l cc sp go ch chim t l 66% vt tri so vi cc ni khc. Bi v, ch c rt nhiu sp go nn ngi tiu dng c nhiu s la chn v chng loi, gi c v ni mua hng, do ngi tiu dng d dng tm c loi go mnh thch m vn ph hp ti tin hay ni mua go va ,Khng nhng th, khi n ch mua go ngi tiu dng cn c th mua c nhiu th khc nn mua go ch rt tin li. V la chn k n ca ngi tiu dng l tim go gn nh chim 16%, cn cc ni nh siu th, ca hng, i l v ni khc (kho go) chim t l rt thp v nhng ni ny thng khng thun tin mua, kh la chn hay mua vi s lng ln, - Mua khi no? Sau khi bit c ngi tiu dng thng mua go u th tip theo cn bit ngi tiu dng mua go khi no, c ba thi im mua go. C th l, mua nh k, ht mi mua v cn s dng mt vi ngy mi mua. V tng s mu tr li c th hin biu bn di.
Biu 4.10. Thi im mua go Mua nh k 12%
Cn s dng mt vi ngy 29%
Ht mi mua 59%
Trang: 18
Trong tng s mu tr li c n 59% ngi tiu dng cho rng khi s dng ht go ri mi mua tip, khng cn thit phi d tr. y l sn phm m ngi tiu dng phi s dng hng ngy nhng ti sao ngi tiu dng i s dng ht mi mua, s d c iu ny l v sn phm go c by bn rt nhiu trn th trng v d mua khi ht ra ch hay gi in l c ngay s dng. Mua nh k chim t l rt thp 12%, nhng ngi mua nh k thng th gia nh ca h t thay i s lng go s dng trong mt ngy cho nn h bit chc rng c vo thi im l phi mua go b sung. Nhng hin nay a s nhng ngi tiu dng t quan tm vo thi im no phi mua go b sung cho n lc nu cm thy go sp ht hoc ht mi mua. - Mua bng cch no? Khi hi ngi tiu dng thng mua go bng cch no th s ng ngi tiu dng tr li t i mua l chnh vi t l 54%, k n l gi in vi t l 43% v chim t l thp nht 3% l nh ngi khc mua dm.
Biu 4.11. Mua bng cch no Nh ngi khc mua dm 3% Gi in 43%
T i mua 54%
(Ngun: T tng hp thng qua bng cu hi) Qua tm hiu trong qu trnh phng vn th iu trn c l gii nh sau: vi vic t i mua th ngi tiu dng mun mua vi s lng bao nhiu cng c, c th so snh c cht lng cng nh gi c ca cc loi go vi nhau ti ni mua hng hay cc ni mua hng khc. Cn mua go bng cch gi in hin nay cng kh ph bin bi y c xem l hnh thc dch v m ngi bn dng thu ht ngi tiu dng, ch cn ngi tiu dng gi in l ngi bn giao go n tn nh nhng s lng phi t 15 kg tr ln v tng i gn ni bn. V trng hp nh ngi khc mua dm ch yu l nh ngi thn do h khng c thi gian. - Mua s lng bao nhiu?
Trang: 19

Biu 4.12. S lng mua go mi ln > 25 kg 19% < 5 kg 3%
T 15kg-25kg 35%
T 5kg-15kg 43%
(Ngun: T tng hp thng qua bng cu hi) Nh chng ta bit, loi go m ngi tiu dng s dng hin nay rt d mua cho nn mi ln mua go ngi tiu dng thng mua vi s lng t hoc va phi dng trong khong thi gian t mt n hai tun tr li. Bi v, h cho rng mua vi s lng nhiu lu go s b su, m mc v cho cm khng ngon. Do , mi ln mua go ngi tiu dng thng mua vi s lng t 5kg-15kg chim 43% v 15kg-25kg chim 35%. Tuy nhin, t c gia nh no chn mua vi s lng nh hn 5 kg v vi s lng ny s dng cho c gia nh rt mau ht phi mua lin tc, nh th s rt mt thi gian nn ch chim 3%. - Ai l ngi quyt nh mua? Trong mt gia nh ai cng l ngi c th to nn quyt nh chn mua mt loi go. Tuy nhin, phn ln s do i tng no quyt nh, biu di y s chng minh iu ny.
Biu 4.13. Ngi quyt nh mua C gia nh Con ci thng nht 2% 11%
Chng 7%
Khc 0% Cha m 18%
V 62%
(Ngun: T tng hp thng qua bng cu hi) T biu 4.13 c th thy rng ngi quyt nh mua chim t l cao nht 62% trong tng s mu l ngi v. iu ny cng tht d hiu v hu nh cc vn lin quan trong ba n hng ngy (hay ni chung l cc cng vic ni ch) thng l do ngi v m nhn v quyt nh. V ngi c vai tr quyt nh k tip cng khng km phn quan trng vi t l 18% l cha m, bi v hin nay vn cn kh ng cc gia nh sng cng vi cha m (cha m v hay cha m chng) nn khi chn mua mt
Trang: 20
loi go no thng theo kin ca cha m. Cn ngi c vai tr thp nht trong quyt nh mua go l con ci vi 2% nguyn nhn l do tui ny con ci thng khng quan tm n vn cm nc go tin hay tn trng kin ca cc bc b trn. Tm li, qua phn tch cch thc mua go th ngi tiu dng thng mua go ti cc sp go ch v n khi s dng ht mi mua vi s lng t 5kg-15kg hay t 15kg-25kg cho mi ln mua di hnh thc t i mua l chnh hay hnh thc gi in cng kh ph bin. Trong ngi quyt nh mua l ngi ni tr trong gia nh. Cc trng hp ngi tiu dng thay i loi go s dng chn mt loi go hp khu v v gi hp l l u khng n gin, ngi tiu dng phi tri qua mt thi gian dng th kim nghim xem c tnh go v cht lng go c nh mong mun khng? hoc so snh cht lng cng nh gi c ca loi go ny vi loi go khc nh th no? Nhng sau mt thi gian dng quen loi go no t nhin pht sinh cc trng hp ngoi mong i nh: cht lng go khng n nh, gi cao hn, kh tm mua,Nu nh mt trong nhng trng hp ny xy ra th ngi tiu dng s thay i loi go ang s dng trong trng hp no nhiu nht.
Biu 4.14. Trng hp thay i loi go Cm ngui b cng v hi Thng hay thiu hng Kh tm mua C mt loi go khc ngon hn Gi cao hn Cht lng go khng n nh 0% 10% 20% 30% 40% 50% 60% 15% 20% 72% 70% 80% 9% 24% 22%
(Ngun: T tng hp thng qua bng cu hi) Nhn vo biu trn cho thy ngi tiu dng s thay i loi go ang s dng nhiu nht chim n 72% trong trng hp cht lng go khng n nh chng hn nh: ht thc, c, sn ln trong go, kh bo qun, c tnh s dng thay i, mu sc ht go vng v ht go b nt,Mc d, ngi tiu dng quan tm nhiu n gi c khi chn mua go nhng trong trng hp gi cao hn ch c 20% ngi tiu dng thay i loi go ang s dng. iu ny chng t rng gi cao hn vn c ngi tiu dng chp nhn, cn cht lng khng n nh s b ngi tiu dng loi tr. Xu hng s dng go c xut x ca cng ty Trc khi ni n xu hng s dng go ca cng ty, th cn xem ngi tiu dng c mun mua dng th sn phm go c gi cao hn t 1.000-2.000 /kg nhng p ng c y hoc tt hn v cc tiu ch cht lng m ngi tiu dng cho l quan trng (hng thm lu, khng ln tp cht, d nu, d bo qun,) v c tnh go nh mong i ca ngi tiu dng hay khng? Qua tng hp cc kin tr li c n 67% ngi tiu dng sn lng mua dng th sn phm go nu nh c sn phm
Trang: 21
nh th. iu ny khng nh thm rng ngi tiu dng xem cc tiu ch cht lng rt quan trng khi chn mua go.
Biu 4.15. Xu hng s dng go cht lng Khng bit 12% Khng 21% C 67%
(Ngun: T tng hp thng qua bng cu hi) Tuy nhin, vn c 21% ngi tiu dng khng sn lng mua dng th v h a chung loi go ang s dng, gi cao hn khng hp vi ti tin s dng. V 10% cn li tr li khng bit, i khi no c sn phm nh th mi quyt nh mua dng th hay khng mua. Phn tip theo s ni ln xu hng s dng go c xut x ca cng ty. Qua kt qu phng vn, c 8 cu tr li ang s dng sn phm go trong nc thuc dng go ca cng ty.
Biu 4.16. Xu hng s dng tip go c xut x ca cng ty
Khng 25%
C 75%
(Ngun: T tng hp thng qua bng cu hi) Trong , c 6 cu tr li s tip tc s dng sn phm go c xut x ca cng ty l do khi s dng ngi tiu dng cm thy go c xut x ca cng ty cho cm ngon hn, hp khu v v m bo cht lng chim t l 75%, nhng c 2 cu tr li go c xut x ca cng ty gi kh t v kh tm mua nn khng c nh s dng tip chim t l 25%. xem 82 cu tr li cn li c nh mua dng th sn phm go c xut x ca cng ty khng?
Trang: 22

Biu 4.17. Xu h mua dng th go c xut x ca cng ty ng Khng bit cht lng ra sao a chung go i tr Kh mua v gi cao Thiu thng tin g cng ty o m bo cht lng, an ton v sinh So snh ch lng t 0% C Khng 5% 12% 14% 17% 16% 18% 40% 10% 15% 20% 25% 30% 35% 40% 45%
(Ngun: T tng hp thng qua bng cu hi) Qua biu trn nhn thy ngi tiu dng c nh mua dng th sn phm go c xut x ca cng ty chim t l 74%. Trong , l do quan trng nht l dng th cho bit v cng so snh cht lng vi go i tr, nhm nh gi xem sn phm c xut x cng ty c tt v ngon hn khng chim 40%. L do tip theo cng kh quan trng c ngi tiu dng khng nh go c xut x ca cng ty s m bo cht lng, an ton v sinh chim 18%. V l do cn li cng khng km phn quan trng l ngi dng hin nay thiu thng tin v go ca cng ty nh cha bit n hoc c bit n cng kh mua v kh la chn chim 16%. i vi nhng ngi tiu dng khng c nh mua dng th sn phm go c xut x ca cng ty chim 43% v h cho rng go bn di dng ny hin nay rt kh mua v gi cao, mt phn l a chung go i tr d la chn, d mua v c giao n tn nh, ng thi c mt s ngi tiu dng cha tng bit n v s dng sn phm go c xut x ca cng ty nn khng bit cht lng ra sao hoc cha tin tng vo cht lng sn phm go ca cng ty. Tm li, phn ln ngi tiu dng hin nay c xu hng s dng sn phm go cht lng v ngi tiu dng sn sng mua dng th sn phm go cht lng cho d gi c cao hn hay mun mua dng th sn phm go c xut x ca cng ty so snh cht lng c ngon v tt hn go i tr, hay h tin rng sn phm go c xut x ca cng ty s m bo cht lng v an ton v sinh. 4.1.3. Phn tch i th cnh tranh Khi tham gia vo mt lnh vc hot ng sn xut kinh doanh trn th trng th bt k doanh nghip no cng phi i mt vi s cnh tranh bi y l s iu tit ca quy lut cung-cu. Ty theo tng ngnh, th trng v sn phm m c mc cnh tranh khc nhau. Vy xem kinh doanh go cht lng th trng ni a s nh th no?
Trang: 23
C th ni, lnh vc sn xut kinh doanh sn phm go nc ta c rt nhiu doanh nghip tham gia, nhng phn ln cc doanh nghip u ch trng vo th trng xut khu (c trn 98 doanh nghip kinh doanh xut khu go), cn th trng ni a t quan tm n. Qua cho thy kinh doanh go cht lng th trng ni a t chu s cnh tranh gay gt gia cc doanh nghip vi nhau, tuy nhin khng phi nh th l d dng thm nhp vo th trng ni a bi a s ngi tiu dng hin nay quen s dng go i tr v t bit n sn phm go cht lng ca cc cng ty. Tuy t chu s cnh tranh gay gt nhng c th cnh tranh tt trn th trng ni a v sn phm go cht lng m cng ty LTTP An Giang ang hng ti th cng ty cn bit v hiu v cc i th tng kinh doanh v sn phm go cht lng v cc i th ang d nh thm nhp vo th trng ni a. V i th c chn phn tch l mt trong s cc i th c sn phm go cht lng by bn th trng Long Xuyn hay c nh thm nhp vo th trng ny v y l th trng m cng ty mun th nghim sn phm u tin. Cng ty Mekong Cn Th Hin nay, sn phm go cht lng ca cng ty Mekong c bn ph bin cc siu th trong nc nh: Co.op Mark Cn Th, Co.op Mark Long Xuyn,vi cc sn phm: go Ti Nguyn, go Di Trng, go Thm,ch yu c ng gi di dng 5 kg v mu m cng kh bt mt. Ty theo tng loi go m c gi bn khc nhau, chng hn go Ti Nguyn l 46.000 /5kg, go thm l 33.400 /5kg. S lng tiu th khng nhiu khong 800-1.000 tn/nm trong cc nm qua. Mc d, kinh doanh go cht lng th trng ni a ca cng ty Mekong hin nay cha kh quan (y l xu hng chung ca tt c cc cng ty kinh doanh go cht lng th trng ni a) nhng cng ty Mekong vn khng nn lng ngc li cn c k hoch u t lu di vo th trng ny. Mt phn l thc hin theo ch trng ca Chnh Ph v B thng mi nhm n nh th trng tiu th trong nc, phn cn li l do cng ty Mekong nhn thy th trng go ni a ang c nhiu tim nng pht trin. Do , nhn hiu ca cc loi go Mekong c Cc s hu tr tu-B khoa hc & cng ngh chp nhn bo h tng th. Mi nm, cng ty Mekong u tin hnh k hp ng bao tiu sn phm i vi b con nng dn ch yu l la cht lng cao v la thm cc huyn Tht Nt, Vnh Thnh, C v qun Mn v y l cc vng trng im sn xut la ca tnh Cn Th. Trong qu trnh bao tiu sn phm cng ty Mekong p dng chng trnh h tr nh: h tr cc ging la xc nhn, cc ging la cht lng cao cho nng dn sn xut v h tr 5 triu ng/ha cho nhng nng dn c nhu cu v vn sn xut. v la ng xun 2006-2007 va qua cng ty Mekong k hp ng bao tiu sn phm vi din tch trn 6.000 ha, theo gi la cao nht trong v la ng xun 2005-20064. Chnh v vy, ngun nguyn liu u vo ca cng ty Mekong m bo cht lng, do sn phm go ca cng ty Mekong cng m bo cht lng c ngi tiu dng la chn s dng. Cng ty xut nhp khu An Giang (Angimex) Trong nhng nm va qua cng nh cc cng ty khc lnh vc kinh doanh go ca cng ty Angimex ch tp trung vo th trng xut khu chim 90% doanh thu, cn tiu th trong nc chim t trng rt t ch yu l bn ph phm cho cc c s ch bin gia thc n gia sc. iu ny ni ln cng ty cha c knh phn phi go th trng
4
Ngun: http://www.ppd.gov.vn/ttbaochi/ttinbaochi183.htm
Trang: 24
ni a v cng ty t am hiu th trng, nhu cu, th hiu ca ngi tiu dng go trong nc. Nhng hin nay cng ty Angimex ang tin hnh nghin cu th trng go ni a cc tnh nh: An Giang, Cn Th v thnh ph H Ch Minh nhng ch tp trung ch yu cc thnh ph v th x trng im tng bc thm nhp vo th trng ni a. Tnh hnh ti chnh ca Cng ty Angimex cha mnh ch yu vn hot ng trong sn xut kinh doanh l vn vay (chim khong 73,63%). Tuy nhin, cng ty vn c kh nng huy ng vn nhanh v vay vn vi hn mc cao do hot ng sn xut kinh doanh xut khu go ca cng ty c hiu qu trong nhiu nm qua nn cng ty to uy tn i vi cc Ngn hng trong v ngoi nc. Cng vi vic cng ty ang chun b c phn ha khi ngun vn ca cng ty Angimex s c b sung bng cch pht hnh c phiu bn trn th trng. Bn cnh , cng ty Angimex lun ch trng n cng tc o to nhn vin v nng cao nng lc qun l v th m i ng qun l ca cng ty Angimex nhy bn vi tnh hnh th trng, c kinh nghim v nng lc, cn nhn vin th c chuyn mn nghip v. My mc thit b ca cng ty Angimex kh hin i v h thng kho cha ln 65.000 tn. Nhng cng sut ch bin sn phm ca cng ty Angimex ch t 150.000 tn/nm. Ngoi ra, cng ty Angimex cn tch cc tham gia cc hot ng x hi nh: ng gp gy qu v ngi ngho, qu khuyn hc, ti tr hc bng cho sinh vin trng i hc An Giang,nhm to hnh nh p v cng ty Angimex. C th ni, y l mt thun li ca cng ty Angimex khi tham gia kinh doanh go th trng ni a v cng ty c nhiu ngi bit n cho nn c nhiu kh nng ngi tiu dng s chn s dng sn phm ca cng ty Angimex. 4.1.4. Nng lc cung cp sn phm ca cng ty - Nng lc thit k sn xut ca ba nh my: 230.000 tn go/nm. - Nng lc sn xut hin ti ca ba nh my: 184.000 tn go/nm. Hin nay, cng ty s dng c 80% nng lc thit k ca ba nh my. iu ny cho thy hot ng sn xut kinh doanh ca cng ty kh tt. Tuy nhin, tn dng 20% cng sut cn li trong hot ng sn xut kinh doanh cng ty hng ti vic sn xut ra sn phm go phc v th trng ni a. 4.1.5. Ngun nguyn liu u vo An Giang c xem l mt tnh c sn lng lng thc ng u c nc trong nhng nm va qua. Bi v, din tch gieo trng v sn lng la go ca tnh khng ngng tng ln vo nm 2004 din tch l 523.037 ha sn lng t 3.006.900 tn, n nm 2005 din tch l 529.698 ha sn lng t 3.127.660 tn. Tuy nhin, vo nm 2006 din tch gieo trng gim 26.000 ha so vi nm 2005 do ch trng ca tnh ct gim sn xut v ba hn ch bnh vng ln, ln xon l nhng sn lng t c vn kh cao 2.890.000 tn.5 V vy, cng ty c th tip cn ngun nguyn liu d dng, t tn chi ph vn chuyn v c cht lng. Nhng m bo khng b thiu ht ngun nguyn liu cng ty ch ng thc hin k kt hp ng bao tiu sn phm vi cc Hp tc x v nng dn hay thu mua qua thng li, doanh nghip t nhn.
5
Ngun: http://sonongnghiep.angiang.gov.vn
Trang: 25
Bn cnh , cng ty cn d tr mt lng tn kho nht nh duy tr hot ng khi pht sinh nhng tnh hung bt ng nh ngun nguyn liu khan him, c s thay i v s lng trong hp ng, 4.1.6. H thng phn phi ca cng ty Cng ty phn phi sn phm theo hai hnh thc, mt l phn phi trc tip sn phm n cng ty nhp khu, hai l phn phi gin tip sn phm thng qua cc cng ty xut khu nh Tng cng ty Lng thc Min Nam, cc n v thnh vin ca Tng cng ty, cc n v nhn y thc xut khu,T , cc cng ty xut khu phn phi sn phm li cho cc cng ty nhp khu. iu ny c th hin r s knh phn phi ca cng ty di y. Cng ty LTTP An Giang (2) (1) Cng ty nhp khu Ngi tiu dng
Cng ty xut khu
Cng ty nhp khu
S 4.1. S knh phn phi ca cng ty LTTP An Giang (Ngun: Phng K hoch kinh doanh ca cng ty LTTP An Giang) T nm 2002 cho n nm 2005 knh phn phi ch yu ca cng ty l knh phn phi (2), bi v trong thi gian ny cng ty mi i vo hot ng kinh doanh nn cha am hiu v th trng v khch hng cha bit n, do mun tiu th c sn phm phi thng qua trung gian. Mt khc, cng ty l thnh vin ca Tng cng ty Lng thc Min Nam, cho nn trong qu trnh sn xut kinh doanh cng ty lun c Tng cng ty quan tm v h tr v ngun vn. V th hng nm cng ty c nhim v cung cp sn phm li cho Tng cng ty. Vi knh phn phi ny th u ra cho sn phm s c phn n nh hn nhng suy cho cng cng ty s khng ch ng c th trng, kim hm s pht trin ca cng ty v li nhun thu v khng cao. Thy c mt hn ch ca knh phn phi (2) nn vo nm 2006 cng ty c mt ci tin mi l ch ng tm kim hp ng trc tip t cc cng ty nhp khu v gim vic xut khu y thc. Nhm gim mt phn chi ph trong vic y thc xut khu, trnh ri ro khi cc cng ty nhn y thc khng nhn hoc nhn khng ht s lng m cng ty mun y thc, qua c th nng cao li nhun cho cng ty v gip cng ty pht trin hn. Tuy nhin, cng ty vn phi cung cp sn lng theo n dt hng ca Tng cng ty bi v cng ty l n v thnh vin ca Tng cng ty.
4.2. Phn tch mi trng bn trong

4.2.1. K hoch hot ng sn xut kinh doanh ca cng ty trong nm 2007 Trc khi ni n k hoch hot ng sn xut kinh doanh ca cng ty vo nm 2007 ta xem qua cng tc hoch nh k hoch ca cng ty vo nm 2006 so vi kt qu thc hin vo nm 2006 c s chnh lch ng k hay khng?.
Trang: 26
Bng 4.1. Kt qu thc hin k hoch sn xut kinh doanh ca cng ty nm 2006 Ch tiu Mua vo: - Go + la quy go nguyn liu - G cc loi Bn ra: - Go cc loi - G cc loi Doanh thu Li nhun Tn M3 Triu ng Triu ng 150.000 20.000 618.450 2.900 138.741 15.473 606.849 2.823 92,49% 77,20% 98,12% 97,34% Tn M3 180.000 20.000 172.690 15.473 95,94% 77,20% n v tnh K hoch 2006 Thc hin 2006 So vi k hoch 2006
(Ngun: Phng K hoch kinh doanh ca cng ty LTTP An Giang) Qua bng s liu c th ni cng tc hoch nh k hoch sn xut kinh doanh ca cng ty kh tt. i vi mt hng lng thc (sn phm go) cc ch tiu mua vo, bn ra u thc hin trn 90% so vi k hoch ra, cn i vi mt hng g mua vo, bn ra ch t 77,2% so vi k hoch v y l mt hng mi c cng ty kinh doanh vo nm 2006 nn cha nm r v ngun nguyn liu cng nh nhu cu (cng ty ch thc hin theo nhu cu ca Tng cng ty). Doanh s v li nhun so vi k hoch c s chnh lch khng nhiu, c th doanh s t c 98,12%, li nhun t c 97,34% so vi k hoch, t c nh vy cng ty n lc phn u c gng khai thc cc c hi v khc phc cc kh khn trong hot ng sn xut kinh doanh. hoch nh k hoch sn xut kinh doanh vo nm 2007 cng ty xem xt kt qu thc hin ca nm 2006 v cn c vo tnh hnh th trng. Do vy, trong nm 2007 cng ty hoch nh k hoch hot ng sn xut kinh doanh nh sau:
Trang: 27
Bng 4.2. K hoch sn xut kinh doanh ca cng ty nm 2007 Ch tiu Mua vo: - La go quy go thnh phm - G cc loi Bn ra: - Go cc loi - Ph phm cc loi - G cc loi Doanh thu Li nhun Tn Tn M3 Triu ng Triu ng 170.000 50.534 20.000 952.833 5.505 130.000 50.534 20.000 782.353 3.357 170.480 2.148 40.000 Tn M3 180.000 20.000 n v tnh K hoch 2007 Cung ng Tng cng ty v ni a XK trc tip v u thc XK
(Ngun: Phng K hoch kinh doanh ca cng ty LTTP An Giang) 4.2.2. Danh mc cc sn phm Cng ty hot ng sn xut kinh doanh cc mt hng lng thc v g. i vi mt hng lng thc gm c go cc loi: go 5% tm, go 15% tm, go 20% tm, go 25% tm, v ph phm cc loi: tm 1+2, tm 3+4, cm kh, cm t, cm to, go thc. Cn i vi mt hng g th c g ch, g du v g tp. Tuy nhin, sn phm em li li nhun cao cho cng ty trong nhng nm qua l sn phm go v vy cng ty xem sn phm go l sn phm ch lc. 4.2.3. Hot ng nghin cu v pht trin Vic nghin cu v pht trin sn phm hay tm kim mt th trng mi u do phng k hoch kinh doanh m nhn, bi v b phn ny thng xuyn tip xc vi khch hng, tip nhn kin phn hi t khch hng v tm hiu thng tin v th trng ca sn phm nn c kh nng nghin cu v pht trin tt. Hin nay, cng ty c d nh thc hin nghin cu v nhu cu v th trng go ni a nhm nm bt nhu cu th hiu ca ngi tiu dng v xem xt trin vng ca th trng go ni a. y l mt hng i mi m cng ty ang hng ti vi mong mun sn xut ra sn phm go phc v cho th trng ni a. 4.2.4. Tnh hnh nhn s C th ni, nhn s ca x nghip kh tt Ban gim c c kinh nghim, trnh qun l v tinh thn trch nhim cao, v th ra nhiu chnh sch thu ht nhn s nh sau: - Nhn vin c hng tt c cc ch v bo him v cc tr cp v ngh hu, h sn,
Trang: 28
- Cng ty tr lng tng xng vi nng lc v trnh chuyn mn ca nhn vin thng qua qu trnh nh gi kh nng lm vic ca nhn vin (mc lng trung bnh ca nhn vin vo nm 2006 l 2 triu ng). - i vi nhng nhn vin trnh chuyn mn nghip v cha cao hoc cha c kinh nghim s c cng ty cho i o to hay tham gia cc lp tp hun nng cao trnh v hc hi kinh nghim. - C chnh sch khen thng ph hp i vi nhng nhn vin nng ng, c tinh thn trch nhim cao trong cng vic v hon thnh tt nhim v bng hnh thc tng lng, thng chc hay cho i hc cao hn nu c nguyn vng. - Bn cnh , cng ty cn t chc cc hot ng vui chi gii tr vo dp l tt hoc giao lu vi cc cng ty khc nhn vin c th trao di thm k nng v kinh nghim lm vic. Vi cc chnh sch thu ht nhn s nh vy nn cng ty c c i ng nhn vin c trnh chuyn mn nghip v, kinh nghim v nhit tnh nng ng trong cng vic. Bng 4.3. Trnh nhn vin ca cng ty Trnh i hc Cao ng, trung cp S cp Cng nhn k thut Trung hc ph thng Tng cng S lng 41 29 19 35 24 148 Thm nin lm vic >= 1 nm 11 7 3 12 9 42 >= 3 nm 18 8 15 12 15 68 38 >= 5 nm 12 14 1 11
(Ngun: Phng t chc hnh chnh ca cng ty LTTP An Giang) Trong qu trnh qun l, cc cp lnh o ca cng ty lun to khng kh lm vic vui v, ha nh vi nhn vin trnh tnh trng nhn vin b cng thng trong khi thc hin cng vic lm gim hiu qu. Bn cnh , cc cp lnh o cn quan tm ng vin cc nhn vin lm vic, lng nghe cc kin t pha nhn vin. Chnh v vy, nhn vin lun lm vic ht mnh v on kt vi nhau hon thnh tt cng vic c giao, ng thi cc nhn vin cn gn b lu di vi cng ty. 4.2.5. Tnh hnh sn xut Hot ng sn xut ca cng ty ba nh my cng tng i tt, bi v cc nh my u hot ng vi 80% cng sut thit k. Mc d, cc nh my ca cng ty c mua li t cng ty Lng thc An Giang nhng c s h tr kinh ph t Tng cng ty nn cng ty cho kim tra li ton b cc my mc thit b, tin hnh tu sa v i mi nhng my mc thit b hng hc, c k. Bn cnh , cng ty cn mua sm
Trang: 29
thm cc my mc thit b v dy chuyn sn xut hin i, d vn hnh vi s tin l 50 t ng phc v cho vic sn xut go. Khng nhng sp xp li dy truyn sn xut mt cch hp l v lp t thm cc my mc thit b, cng ty cn ban hnh cc quy ch v qun l sn xut, nh mc kinh t k thut,c trin khai p dng vo u nm 2006 cho n nay nhm tng cng cng tc qun l trong qu trnh sn xut, ch bin, bo qun d tr. V sau y l quy trnh xay xt-nh bng go ca cng ty Tch tru
(6) (5)
Sng go (4) b
Xay
(3)
Sng tch
(2)
Sng tp cht
(1)
Nguyn liu
Gn tch thc
(7)
Xt trng ln I
(8)
Xt trng ln II
(9)
nh bng
(10)
Sng o
(11)
Trng (12) Thnh phmchn ht ng gi
S 4.2. Quy trnh xay xt-nh bng go ca cng ty (Ngun: Phng K hoch kinh doanh ca cng ty LTTP An Giang) V vy, s lng v cht lng go ca cng ty c nng cao, m bo thc hin cc hp ng ca Tng cng ty v hp ng xut khu. ng thi tit kim c mt phn chi ph trong qu trnh sn xut cho cng ty. 4.2.6. Tnh hnh ti chnh Qua vic phn tch cc ch tiu ti chnh ca cng ty trong 3 nm (t nm 2004-2006) s ni ln tnh hnh ti chnh ca cng ty hin nay nh th no?. Bng 4.4. Cc ch tiu ti chnh ca cng ty Ch tiu 1. Kh nng thanh ton (ln) - Kh nng thanh ton hin hnh - Kh nng thanh ton nhanh 2. C cu ti sn (%) Ti sn c nh/Tng ti sn 3. C cu ngun vn (%) N phi tr/Tng ngun vn 4. T sut sinh li (%) - T sut li nhun/Doanh thu - T sut li nhun/Tng ti sn - T sut li nhun/Vn ch s hu Giang) 0,04 0,25 0,83 0,29 1,35 4,81 0,46 2,25 7,33 70,13 71,99 69,34 33,30 36,52 33,72 0,97 0,34 0,79 0,37 0,96 0,68 Nm 2004 Nm 2005 Nm 2006
(Ngun: Phng k ton ca cng ty LTTP An
Trang: 30
V kh nng thanh ton - Kh nng thanh ton hin hnh Nhn vo bng s liu ta thy kh nng thanh ton hin hnh ca cng ty c s tng gim qua cc nm. C th, vo nm 2004 l 0,97 ln n nm 2005 gim cn 0,79 ln, sau tng tr li 0,96 ln nm 2006. Nguyn nhn gim st vo nm 2005 l do cng ty dng mt phn vn ngn hn u t vo ti sn di hn nn n ngn hn ca cng ty tng ln. iu ny cho thy cng ty s gp kh khn trong thanh ton i vi cc khon n ngn hn. V th, n nm 2006 cng ty iu chnh theo hng tm ngun vn di hn b p khon vn di hn cho nn kh nng thanh ton hin hnh ca cng ty tng tr li vo nm 2006. Tuy nhin, kh nng thanh ton hin hnh ca cng ty trong ba nm qua u <1, chng t rng kh nng m bo thanh ton ca ti sn lu ng i vi cc khon n ngn hn ca cng ty cn thp, do cng ty cn phi nng cao t s ny hn na. - Kh nng thanh ton nhanh Qua ba nm hot ng sn xut kinh doanh kh nng thanh ton nhanh ca cng ty c chiu hng gia tng, nm 2004 l 0,34 ln, nm 2005 l 0,37 ln cho n nm 2006 l 0,68 ln. Kh nng thanh ton nhanh tng ln l v lng hng tn kho ca cng ty gim qua cc nm dn n ti sn lu ng c kh nng chuyn i thnh tin nhanh hn trc. Nhng kh nng thanh ton ny vn mc cha cao. V c cu ti sn Xt v c cu ti sn th ti sn c nh chim t trng 33,30% tng ti sn nm 2004 v tng ln 36,52% nm 2005 nhng n nm 2006 gim cn 34,72%. Nguyn nhn dn n s tng ln ca ti sn c nh vo nm 2005 l do cng ty u t thm cc my mc thit b mi v m rng din tch kho cha. Cn s gim st vo nm 2006 l do cng ty trch khu hao cc ti sn qua cc nm. Vi c cu ti sn ny gip cng ty hot ng sn xut kinh doanh tt hn. V c cu ngun vn Cng ty hin c t l n rt cao nm 2004 l 70,13%, nm 2005 l 71,99% v nm 2006 l 69,34%, bi v cng ty phi vay vn ca cc Ngn hng v ng trc mt khon tin t pha Tng cng ty thu mua nguyn liu sn xut v d tr. iu ny s em li ri ro cho cng ty nu nh khch hng thanh ton chm hoc kinh doanh khng hiu qu. Theo nh tnh hnh chung hin nay th khng ch ring g cng ty m hu nh cc cng ty kinh doanh go cng c t l n kh cao (c th: N phi tr/Tng ngun vn cng ty Gentraco 84,47% nm 2005, 75,79% nm 2006 cn cng ty Du Lch An Giang 74,01% nm 2005, 59,14% nm 2006 v cng ty Angimex nm 2004 l 73,63%, nm 2005 l 56,02%6). Qua c th ni y l c th ca hu ht cc cng ty sn xut kinh doanh go. V t sut sinh li Cc t sut sinh li ca cng ty c chiu hng gia tng qua cc nm. iu ny cho thy cng ty ngy cng kinh doanh c hiu qu hn. S d c s gia tng nh vy l do cng ty phn b hp l ngun nguyn liu theo ng nng lc sn xut ca cc nh my v t ra ch tiu li nhun da trn c s nh mc chi ph sn xut, chi ph lu thng, thng s k thut,
6
Ngun: Bng bo co ti chnh ca cng ty Gentraco, Angimex v Du Lch An Giang
Trang: 31
Bn cnh , cng ty cn m rng mng li thu mua chn ngun nguyn liu tt v c s gim st cht ch trong qu trnh sn xut. Chnh v vy, m cng ty gim c mt phn gi thnh ca sn phm v sn phm lm ra t cht lng. Ngoi ra, cng ty phi qun l ngun vn mt cch cht ch v bit cch tn dng ht ngun vn cho nn t sut li nhun/Vn ch s hu ca cng ty tng kh cao t 0,83% nm 2004 n nm 2006 l 7,33%. Tm li, tnh hnh ti chnh ca cng ty c s chuyn bin tt qua cc nm v kh nng thanh ton v t sut sinh li ca cng ty u tng ln. Tuy nhin, tnh hnh ti chnh ca cng ty hin nay cha mnh, bi v kh nng thanh ton ca cng ty tuy c s gia tng nhng vn <1 v t l n cn cao. Do vy, cng ty cn qun l cht ch tnh hnh ti chnh ca mnh hn na v c bin php gip cho hot ng kinh doanh tt hn qua nng cao c nng lc ti chnh. 4.2.7. Mi quan h vi cc t chc - i vi Tng cng ty Vi s n lc v phn u trong hot ng sn xut kinh doanh cho nn trong thi gian qua cng ty lun p ng y v kp thi sn lng go t cht lng xut khu cho Tng cng ty. Do , c Tng cng ty tn nhim v bo m cc khon vay vn to iu kin cho cng ty m rng th trng kinh doanh trong v ngoi nc nng cao li nhun ca cng ty. - i vi Ngn hng Trong nhng nm qua, cng ty to c lng tin i vi cc Ngn hng thng mi trong v ngoi tnh nh: Ngn hng Ngoi thng, Ngn hng Cng thng,l v trong qu trnh vay vn hot ng sn xut kinh doanh cng ty lun thanh ton tin li, n gc ng thi hn cho Ngn hng. Mt khc, hot ng sn xut kinh doanh ca cng ty ngy mt t hiu qu. Chnh v vy, kh nng huy ng vn ca cng ty ti cc Ngn hng cng nhanh hn. - i vi n v thnh vin Cc n v thnh vin ca Tng cng ty lun h tr gip nhau trong qu trnh hot ng sn xut kinh doanh cng nhau tng kh nng cnh tranh trn th trng, nng cao hiu qu hot ng sn xut kinh doanh ca tng n v. Chng hn nh cng ty Lng thc Tin Giang k c nhiu hp ng xut khu go nhng thc t khng s lng giao cho khch hng, trong khi cng ty Lng thc Thc phm An Giang c kh nng p ng c nhu cu ny th hai bn s hp tc vi nhau; hoc trong trng hp y thc v nhn y thc xut khu th cc cng ty thnh vin y thc xut khu s chu khon ph thp hn so vi cc cng ty khc y thc,
4.3. Phn tch SWOT

T vic phn tch mi trng bn trong v bn ngoi ca cng ty LTTP An Giang ta rt ra c nhng im mnh, im yu cng nh nhng c hi, nguy c trong tin trnh pht trin sn phm mi nh sau:
Trang: 32
Bng 4.5. im mnh-im yu-c hi-nguy c ca cng ty v pht trin sn phm im mnh (S) - Qun tr nhn s tt. - C kh nng huy ng vn tt. - Trang thit b hin i. im yu (W) - Ngun vn cha mnh. - Cha c i ng nhn vin chuyn v lnh vc marketing.
- Nm bt c nhu cu v th hiu ca - Cha xy dng knh phn phi tiu th go trong th trng ni a. ngi tiu dng Long Xuyn. - D dng tip cn vi ngun nguyn liu. - H thng nghin cu v pht trin cha mnh. C hi (O) Nguy c (T)
- Th trng ni a c nhiu tim nng - C nhiu i th cnh tranh. pht trin go cht lng. - Gim sc cnh tranh trong th trng ni - Ngi tiu dng Long Xuyn c xu a do phi chu 5% thu VAT. hng s dng go cht lng, go c - Cnh tranh khng lnh mnh v gi v xut x ca cng ty. gian ln trong thng mi. - Chnh ph c chnh sch m bo ngun - Th trng nguyn liu cha n nh. lng thc trong nc. - iu kin t nhin BSCL thun li cho vic sn xut la cht lng. - Nng dn bit p dng tin b khoa hc k thut vo sn xut. Qua phn tch trn cho thy cng ty LTTP An Giang c kh nng sn xut ra sn phm go ph hp thm nhp vo th trng Long Xuyn, bi v cng ty nm bt c nhu cu th hiu ca ngi tiu dng Long Xuyn thng qua kho st hnh vi tiu dng go ca ngi tiu dng y, ng thi xem xt v nh gi cc ngun lc nh nhn s, nng lc sn xut, ngun nguyn liu,...u c kh nng p ng c nhu cu ca ngi tiu dng Long Xuyn. Tuy nhin, sn phm ca cng ty c ngi tiu dng bit n v chp nhn s dng cng ty cn phi nhanh chng thit lp h thng phn phi sao cho d dng tip cn ngi tiu dng, tuyn dng nhng nhn vin chuyn v lnh vc marketing cng nh u t vo h thng nghin cu v pht trin hn na sn xut ra sn phm mi t cht lng nh mong mun ca ngi tiu dng vi gi c hp l, v a ra chnh sch qung co nhm thu ht ngi tiu dng. C th ni, y l vn m cng ty cn quan tm khi pht trin sn phm mi. Cn xt v c hi th th trng ni a l mt th trng y tim nng pht trin sn phm go cht lng, c bit l ngi tiu dng Long Xuyn c xu hng s dng go cht lng, go c xut x ca cng ty nhng hin nay go cht lng ca cng ty t c by bn trn th trng nn ngi tiu dng thiu thng tin v go ca cng ty v kh tm mua ( th tng Long Xuyn ch mi c bn tng i nhiu ti siu th Co.op Mark Long Xuyn). Do vy, cng ty mun tn dng c hi ny bng
Trang: 33
cch pht huy nhng im mnh v khc phc nhng im yu thm nhp vo th trng Long Xuyn.
CHNG 5: GII PHP CHIN LC PHT TRIN SN PHM MI CHO CNG TY LNG THC THC PHM AN GIANG
5.1. ra mc tiu pht trin sn phm mi cho cng ty LTTP An Giang t nm 2008-2012
5.1.1. Cn c xc nh mc tiu - Dn s tnh An Giang c khong 2.113.429 ngi, trong dn s Long Xuyn khong 256.799 ngi v GDP bnh qun u ngi tng dn qua cc nm. C th, nm 2004 l 7,29 triu ng, nm 2005 l 8,52 triu ng v n nm 2006 l 9,9 triu ng7. Nh vy, chng t rng mc sng ca ngi dn Long Xuyn ngy cng nng cao. Bn cnh , cc ch c xy dng v nng cp li nh ch M Xuyn, M Long, M Bnh, ng thi h thng siu th cng ln lt ra i nh siu th AA, Co.op Mark Long Xuyn cho thy ngi tiu dng s thun li hn trong vic mua sm. c bit l siu th Co.op Mark Long Xuyn i vo hot ng vo u nm 2007 thu ht c s lng ln ngi tiu dng n mua sm. iu ny ni ln rng ngi tiu dng Long Xuyn dn quan tm nhiu n vn cht lng. Theo nh quan st v tm hiu v sn phm go ng gi cht lng c by bn ti y c gi kh cao cng c ngi tiu dng la chn s dng, cng vi kt qu nghin cu hnh vi ca ngi tiu dng Long Xuyn v sn phm go cho thy go cht lng c trin vng pht trin tt th trng Long Xuyn trong thi gian ti. V vy, y c xem l mt c hi tt cng ty tham gia kinh doanh sn phm go cht lng vo th trng Long Xuyn. - Khng nhng th go cht lng cn c nhiu tim nng pht trin th trng ni a, bi v ngi tiu dng ngy cng quan tm n yu t cht lng go. c tnh nhu cu th trng ni a rt ln ch cn mt ngi tiu dng s dng khong 10 kg go cht lng/nm th s lng go cht lng c th c tiu th n 840.000 tn trong mt nm (dn s nc ta khong 84 triu ngi). - Sut sinh li ca sn phm go th trng ni a tng ln, go thng th trng ni a c bn vi gi 5.000-6.000 /kg tng ng 5-6 triu/tn cn go th trng xut khu gi bn khong 310 USD tng ng 5 triu/tn. Ngoi ra, kinh doanh go th trng ni a s gim c chi ph vn chuyn, chi ph sn xut. iu ny cho thy nu kinh doanh go th trng ni a c ngi tiu dng chp nhn s dng th sut sinh li s cao hn. - Mt khc, m rng vic kinh doanh go th trng ni a c th nghim u tin th trng Long Xuyn, cng ty s tn dng c 20% nng lc sn xut cn li ca cc nh my. Qua , gp phn nng cao li nhun ca cng ty.
Ngun: www.angiang.gov.vn
Trang: 34
5.1.2. Mc tiu ca cng ty LTTP An Giang v pht trin sn phm mi t nm 2008-2012 Cn c vo trin vng ca th trng, t c th ra mc tiu cho cng ty LTTP An Giang nh sau: Mc tiu c th - Sn xut ra sn phm cht lng c ng gi vi gi c hp l nhm chim khong 30% th phn Long Xuyn. - Mc nhn bit ca ngi tiu dng Long Xuyn v nhn hiu chim khong 40%. - Thit lp h thng phn phi d dng tip cn vi ngi tiu dng nh siu th, ch v c hnh thc chiu th thu ht ngi tiu dng bit n v chp nhn s dng sn phm mi ca cng ty. Sau y l bng c tnh sn lng tiu th, doanh thu v li nhun khi thm nhp th trng Long Xuyn (giai on th nghim sn phm). Bng 5.1. c tnh sn lng tiu th, doanh thu, li nhun th trng Long Xuyn nm 2008 Ch tiu Sn lng (Tn/nm) - Go trung bnh - Go cao cp Doanh thu (Triu ng) Li nhun trc thu TNDN (Triu ng) Mc tiu di hn - u t cho b phn nghin cu v pht trin hn na tng bc pht trin sang cc th trng khc nh ng Thp, Cn Th, nhng chn nhng ni thu nhp bnh qun u ngi tng i cao v quan tm n yu t cht lng go - Xy dng vng nguyn liu c cht lng ng b ngy cng nng cao cht lng sn phm to dng c thng hiu go th trng ni a (hng ti mc tiu chim 20% th phn v tiu th go cht lng cao). Nm 2008 1.800 1.440 360 12.240 490
5.2. Cc gii php chin lc pht trin sn phm mi cho cng ty LTTP An Giang
Vic pht trin sn phm mi phc v cho th trng ni a ni chung v th trng Long Xuyn ni ring l mt hng i mi ca cng ty, do c th em li hiu qu trong tin trnh ny cng ty cn thc hin mt s gii php sau y: 5.2.1. Gii php v qun tr
Trang: 35
thc hin tt cng tc qun tr h tr cho chin lc pht trin sn phm mi cng ty cn t chc sp xp li phng k hoch kinh doanh theo ng vai tr v chc nng, khng nn ph thc tt c cc cng tc marketing cng nh qu trnh nghin cu v pht trin cho phng ny. Song song vi vic sp xp cng ty cn thnh lp ring mt s phng ban nh: phng marketing, phng nghin cu v pht trin trn c s tch nhng nhn vin c chuyn mn ph hp t phng k hoch kinh doanh hay b sung thm mt s nhn vin chuyn v lnh vc marketing v nghin cu pht trin. Sau y l vai tr v chc nng c th: Phng k hoch kinh doanh chu trch nhim qun l cng tc thng k, xy dng k hoch sn xut kinh doanh v ra cc bin php thc hin k hoch, bn cnh cn theo di tnh hnh bin ng gi c th trng nguyn liu v hng ha hay son tho, k kt v kim tra tin thc hin hp ng. Phng marketing s m trch cc cng vic nh: nghin cu nhu cu th hiu ca ngi tiu dng v sn phm, thit lp knh phn phi, gi c v hnh thc chiu th, ng thi d bo mc tiu th v din bin ca th trng, thu thp nhng kin, phn ng ca ngi tiu dng v sn phm mi ca cng ty cng nh gii quyt nhng thc mc, khiu ni ca ngi tiu dng. Phng nghin cu v pht trin m nhn nhim v tm kim v nghin cu ra cc sn phm mi (v hnh thc hay ni dung) nhm to ra li th cnh tranh cho sn phm. Hoc nghin cu ra quy trnh sn xut mi nhm gim t l go hao ht hay gim thiu cc cng on khng cn thit trong qu trnh ch bin. Bn cnh , cn xy dng v theo di thc hin cc nh mc kinh t k thut. 5.2.2. Gii php v sn xut Cng ty cn ch n ngun nguyn liu v qu trnh sn xut ch bin sn phm mi. Sau y l gii php c th cho tng vn . Gii php v nguyn liu Cng ty cn phi tm ngun nguyn liu c c tnh go c ngi tiu dng a chung s dng, c th l: go cho cm do, thm v mm. Theo nh tm hiu th vng nguyn liu ph hp vi cc c tnh ny tp trung nhiu cc huyn: Chu Ph, Chu Thnh, Tn Chu v Thoi Sn. V vy, cng ty nn c nhn vin c kinh nghim n xem xt v thc hin vic k hp ng bao tiu sn phm vi Hp Tc X, nng dn hay thu mua nguyn liu thng qua thng li. Cng ty cn to uy tn v thit lp mi quan h tt vi cc i tng ny thc hin mc tiu di hn. Nu vic bao tiu sn phm vi s lng ln cng ty nn k hp ng thng qua Hp Tc X ti a phng nh th s vn ng v quy hoch ngun nguyn liu d dng hn do Hp Tc X hiu v tp qun sn xut ca nng dn cng nh thn thin, gn gi vi nng dn. Qua s tit kim c thi gian, chi ph qun l ca cng ty. i vi nhng nng dn tham gia vo Hp Tc X hay nm trong vng quy hoch ca Hp tc X nu thiu vn sn xut cng ty nn tm ng mt s vn hay h tr v ging cho nng dn sn xut n khi thu hoch s tr li. Bn cnh, cng ty nn phi hp vi S nng nghip pht trin nng thn hay Trm khuyn nng hng dn k thut sn xut cho nng dn nhm m bo ngun nguyn liu c v cht lng ln s lng theo ng yu cu ca cng ty. Gii php v sn xut ch bin
Trang: 36
Cng ty c li th v dy chuyn sn xut hin i nn sn phm go lm ra t cht lng. Bn cnh , cng ty cng c h thng ng gi t ng vi trng lng t 15 kg n 50 kg. Tuy nhin, cng ty cng cn b sung thm h thng ng gi t ng vi trng lng t 2 kg n 15 kg phc v cho th trng ni a. Tip tc tng cng cng tc kim sot cht ch trong qu trnh sn xut ch bin sn phm, c th l thc hin theo quy ch v qun l sn xut m cng ty ban hnh vo u nm 2006 gim t l tht thot go thnh phm v tit kim chi ph sn xut nhm gim gi thnh sn phm nhng cht lng vn m bo. Trong quy ch ny cn c bit ch n cc vn sau: - Kim phm xc nh cht lng nguyn liu, ghi y cc thng s tiu chun ( m, tp cht,) c kt lun t hay khng t trc khi a vo xay xtch bin . - Kim phm xc nh cht lng, s lng, t l tng thu hi thnh phm. - Kim tra thng xuyn cc dy truyn sn xut, my mc thit b mi thng mt ln. - Quan st thng xuyn hay t xut cc nhn vin lm vic trong dy chuyn sn xut nhm trnh tnh trng l l nh hng n cht lng sn phm. Ngoi ra, cng ty nn theo di mc tn kho nguyn liu v thnh phm, lun d d mt lng tn kho hp l trnh tnh trng tn kho qu nhiu lm ng ngun vn kinh doanh hay tn kho qu t gy thiu ht nguyn liu trong qu trnh sn xut hoc khng s lng sn phm p ng nhu cu th trng. 5.2.3. Gii php v nhn s Qua phn tch tnh hnh nhn s cho thy ngun nhn s ca cng ty kh tt. Tuy nhin, thc hin c hiu qu chin lc pht trin sn phm mi cng ty cn phi b sung thm mt s nhn vin c chuyn mn nghip v v marketing v nghin cu pht trin (khong 8 nhn vin) u tin cho nhng ngi c kh nng sng to, am hiu v lnh vc ch bin lng thc thc phm, c th lm vic c lp v hot ng theo nhm. Vic tuyn dng phi thc hin theo hng cng khai, bnh ng thng tin trn cc bo, trung tm gii thiu vic lm, cc trng i hc, cao ng tuyn dng c ngi c chuyn mn nghip v v nng lc tht s. Bn cnh , cng ty nn tip tc duy tr chnh sch thu ht nhn s tuyn dng v gi chn nhng nhn vin c nng lc (c cp c th trong phn phn tch tnh hnh nhn s). Khng nhng th cng ty nn khuyn khch cc nhn vin xut nhng sng kin, tng v gp trong vic trin khai pht trin sn phm mi, cc nhn vin c nhng ng gp em li hiu qu thit thc s c khen thng xng ng. ng thi cng ty nn t chc chng trnh kim tra sc khe nh k cho cc nhn vin hng thng hay hng qu. 5.2.4. Gii php v marketing Gii php v sn phm Trong bc u thm nhp th trng Long Xuyn cng ty cn phi sn xut ra sn phm go c cc c tnh nh: go thm do, go thm mm, go thm, go
Trang: 37
mm do hay mm xp. Tuy nhin, vi cc c tnh go nh th th hu nh c bn rt nhiu trn th trng cho nn y l cc sn phm nhm vo phn khc nhng h gia nh c thu nhp trung bnh (gi tt l phn khc 1). Do , to s khc bit so vi cc i th cnh tranh cng ty nn b sung thm cc sn phm go c cha cht st, canxi, vitamin hay cc sn phm go c sn nh: go Nng Nhen, go Nng Thm Ch o, go Hng Li, bi hin nay ngi tiu dng rt quan tm n vn sc khe v mong mun c s dng go ngon. i vi cc phm khc bit ny s nhm vo phn khc nhng h gia nh c thu nhp cao (gi tt l phn khc 2). Cng ty cn ch khi sn xut go do th mc do va phi v go thm th hng thm phi lu. Sn phm go ca cng ty phi m bo cht lng v gi c mc n nh v cht lng nh: khng b ln tp cht, d nu, d bo qun, mu sc ht go khng b vng, ht go khng b nt hay c tnh go b thay i. Bn cnh , sn phm go ca cng ty nn c trng lng 2 kg, 5 kg, 10 kg, 15 kg, 20 kg, 25 kg. Vi trng lng 2 kg t c ngi tiu dng chn s dng lu di nhng trong giai on u thm nhp th trng cng ty cn phi c trng lng 2 kg ngi tiu dng mua dng th. Ngoi ra, cng ty cn thit k bao b ca sn phm p, bt mt vi mu m a dng cho tng sn phm khc nhau thu ht ngi tiu dng ch n, ng thi trn bao b phi ghi r nhng thng tin nh: tn cng ty, a ch, nhn hiu, c tnh go, trng lng, gi bn, hng dn cch nu, ngy sn xut, ngy ht hn s dng, v c bit l c dng khu hi Go sch mang n nim vui cho mi nh ngi tiu dng tin tng v an tm hn khi chn sn phm ca cng ty s dng. Cn mt iu na cng kh cn thit m cng ty nn thc hin l tn dng quy trnh sn xut ch bin sn phm go t cht lng ng k chng ch ISO 9001-2000 cho sn phm mi nhm qung b sn phm hiu qu hn. Gii php v gi Mc d, sn xut ra sn phm go m bo cht lng hn so vi sn phm go i tr. Tuy nhin thu ht ngi tiu dng s dng sn phm mi cng ty nn nh gi bn sn phm mi mc m ngi tiu dng chp nhn nhng vn m bo li nhun cho cng ty. Bng s liu di y s ni ln mc gi bn d on v sn phm mi ca cng ty.
Trang: 38
Bng 5.2. D on v mc gi bn sn phm mi ca cng ty Ch tiu Gi bn bao gm VAT (Triu ng/tn) Gi bn cha c VAT (Triu ng/tn) Sn lng (Tn) Doanh thu bao gm VAT (Triu ng) Doanh thu cha c VAT (Triu ng) Tng chi ph (Triu ng) - Gi vn (gi nguyn liu + chi ph sn xut) - Chi ph qun l - Chi ph marketing (8% doanh thu c VAT) + Chi ph bn hng + Hoa hng k gi ngi bn + Chi ph khc Li nhun trc thu TNDN (Triu ng) Go trung bnh 6,50 6,19 1.440 9.360 8.914 8.568 7.723 96 749 135 281 333 346 Go cao cp 8,00 7,62 360 2.880 2.743 2.599 2.345 24 230 53 87 90 144
Qua bng 5.2 cho thy go trung bnh phc v phn khc 1 s p dng mc gi bn l 6.500 /kg. Cn go cao cp phc v phn khc 2 s c bn vi mc gi 8.000 /kg nhm nh v sn phm v nh v ngi tiu dng. Tuy nhin, y ch l mc gi bn d on chung cho tt c cc sn phm phc v hai phn khc th trng, do trong trng hp thc t ty theo tng sn phm v tng th trng m cng ty s dng mc gi linh hot sao cho ph hp vi mc dao ng cho php t 5-10%. Khi gii thiu sn phm mi cho cc trung gian, nu cng ty thc hin di hnh thc k gi sn phm th mc hoa hng m ngi trung gian c nhn l 3% gi bn ghi trn sn phm, cn nu ngi trung gian chp nhn ly sn phm ca cng ty bn lu di th mc li nhun s tng ln t 4-5% gi bn ghi trn sn phm. Trong tin trnh pht trin sn phm mi cng ty nn p dng mc gi bn thng nht cho tng loi sn phm bt k a im no ngi tiu dng khng mc c v gi c khi mua cc a im khc nhau cng nh trnh tnh trng cc trung gian mun thu li nhun cao hn nng mc gi bn ln lm gim sn lng tiu th. Gii php v phn phi Cng ty c th thit lp knh phn phi cho sn phm go th trng ni a ni chung v th trng Long Xuyn ni ring theo hai hnh thc, mt l hnh thc phn phi trc tip bng cch m ca hng ring bn sn phm trc tip cho ngi tiu dng, hai l hnh thc phn phi gin tip thng qua siu th, ca hng, ch.
Trang: 39
Cng ty LTTP An Giang (1) Siu th, ch, ca hng (2) Ngi tiu dng S 5.1. Knh phn phi d kin ca cng ty LTTP An Giang - i vi hnh thc phn phi trc tip Cng ty nn m ca hng ring ngay trung tm thnh ph Long Xuyn tin vic trng by v gii thiu sn phm mi n ngi tiu dng, ng thi cng ty s bn sn phm trc tip cho ngi tiu dng nu nh h c nhu cu. Vi hnh thc phn phi ny cng ty s tip xc trc tip vi ngi tiu dng, v th cng ty d dng thu thp c nhng thng tin phn hi ca ngi tiu dng v sn phm mi hay qua tip xc cng ty c th pht hin ra nhu cu mi ca ngi tiu dng. T , gip cng ty c nhng bc ci tin sn phm tt hn hay sn xut ra sn phm mi p ng nhu cu ca ngi tiu dng. - i vi hnh thc phn phi gin tip Cng ty nn phn phi sn phm rng ri cc siu th, ca hng hay cc ch trng im ca th trng mc tiu. c bit l, ch n vic phn phi sn phm ch v y l ni d dng tip cn vi ngi tiu dng nht v cc sn phm go cht lng ng gi hu nh cha c by bn ni y. Khi phn phi sn phm theo hnh thc ny cng ty nn to mi quan h tt vi cc trung gian, nht l cc trung gian phn phi ch bi h c th gii thiu sn phm mi v thuyt phc ngi tiu dng mua dng th sn phm. Trong bc u a sn phm mi ra th trng c th vic cho bn sn phm cho cc trung gian phn phi s gp kh khn v h cha tin tng vo cng ty cng nh quen bn cc sn phm c. Do , cng ty nn tin hnh phn phi sn phm theo hnh thc k gi, bn gi u hay tr chm s thu ht cc trung gian nhn bn sn phm ca cng ty hn. Gii php v chiu th C th ni, ngi tiu dng hin nay cn thiu thng tin v go cht lng ca cc cng ty v sn phm ca cng ty ang giai on gii thiu trong chu k i sng sn phm, do cng ty cn quan tm nhiu n vic chiu th ngi tiu dng bit n sn phm v chp nhn s dng sn phm. - Qung co: Cng ty nn qung co sn phm di hnh thc treo p phch, bng role, pht t bm ghi r cc ni c bn sn phm go ca cng ty, ng thi qung co trn cc bo c bit l bo Ph n, bo Tip th v Gia nh bi a s ngi c vai tr quyt nh mua sn phm l ngi v trong gia nh. Ngoi ra, qung co trn (1)
Trang: 40
tivi s thu ht nhiu ngi ch hn nhng qung co di hnh thc ny th chi ph kh cao, do cng ty ch nn qung co cc i c xem l th trng mc tiu ca sn phm. - Ti tr: Trc tin cng ty nn ti tr nhng bng hiu cho ngi bn, v dn v sau s thc hin ti tr cho cc chng trnh nu n trn truyn hnh, ti tr v t chc cuc thi mi Nu mt ba cm ngon cho gia nh c th trc tip trn truyn hnh hay ti cc nh vn ha. Bn cnh , cng ty nn tham gia ti tr chng trnh trao hc bng cho sinh vin, gy qu v ngi ngho,qua s gip cng ty to c hnh nh p trong mt ngi tiu dng. - Khuyn mi: Trong giai on u thu ht ngi tiu dng mua sn phm mi cng ty nn bn vi gi u i gim 5% gi chnh thc (thc hin trong thi gian khong 3 thng). - Tham gia hi tr, trin lm: Tham gia cc chng trnh hi tr v nng nghip t chc An Giang, Cn Th, ngi tiu dng tng bc bit n sn phm go cht lng ca cng ty vi gi c phi chng. - Mt hnh thc truyn thng cng kh n tng m cng ty nn p dng l cho tt c cc nhn vin giao hng, bn hng u mt ng phc, trn o th hin hnh nh bao b, nhn hiu sn phm go cht lng, tn cng ty, logo. 5.2.5. Gii php v ti chnh-k ton Ni v ngun vn thc hin chin lc pht trin sn phm mi th cng ty c hai hnh thc ti tr chnh l, ngun vn t Tng cng ty v ngun vn vay t cc Ngn hng trong v ngoi tnh. Tuy nhin, trong giai on u thc hin chin lc pht trin sn phm mi cng ty cn tn dng ti a s h tr ngun vn t Tng cng ty v hn ch s dng vn vay nhm gim bt ri ro cng nh gim li nhun cho cng ty. thc hin c iu ny th trc khi thc hin tin trnh pht trin sn phm mi cng ty nn bo co v trnh by r v trin vng ca th trng, k hoch thc hin v tnh kh thi mang li ca vic pht trin sn phm mi cho Tng cng ty xem xt v nh gi. Nh th chin lc s hon chnh hn v c c s h tr nhit tnh t pha Tng cng ty. Bn cnh , cng ty nn xc nh nhu cu vn lu ng cn thit trong tng giai on pht trin sn phm v thng xuyn theo di tnh hnh phn b ngun vn so vi nh mc trnh tnh trng thiu hoc tha lm gim hiu qu ca tin trnh. Mt khc, cng ty cn phi qun l ngun vn cht ch hn nh: tng cng kh nng k ton qun tr cho nhn vin gim thiu nhng chi ph khng cn thit, kim tra gim st cc phng ban, cc n v sn xut t c s phn phi ngun ti chnh hp l, c bit l gim cc khon chim dng vn ca khch hng nhm b sung vo ngun vn kinh doanh.
Trang: 41
CHNG 6: KT LUN V KIN NGH

6.1. Kt lun
Trong nhng nm va qua, cng ty Lng thc Thc phm An Giang ch ch trng sn xut cc sn phm go nh: go 5% tm, go 15% tm, go 20% tm v go 25% tm phc v cho th trng xut khu, cn sn phm go phc v cho th trng ni a cha c quan tm n, nhng hin nay cng ty ang hng ti vic pht trin sn phm mi cho lnh vc go thm nhp vo th trng ni a. sn phm mi ca cng ty a ra th trng c ngi tiu dng chp nhn th iu trc tin m cng ty cn phi lm l tm hiu nhu cu, th hiu ca ngi tiu dng v sn phm go ra sao? V xem xt th trng c trin vng pht trin sn phm nh th no?. Qua phn tch hnh vi ca ngi tiu dng Long Xuyn v xem xt trin vng th trng v sn phm go cho thy ngi tiu dng ngy cng quan tm n yu t cht lng go v mong mun c s dng go ngon. V vy, sn phm mi m cng ty nn thc hin l sn phm go cht lng c ng gi. Tuy nhin, cng ty khng ch dng li vic sn xut ra sn phm go cht lng l c m cn phi sn xut ra sn phm go c cc c tnh ngi tiu dng a chung s dng nh: go cho cm do, go cho cm thm v go cho cm mm vi mc gi hp l. Bn cnh , cng ty nn b sung thm cc sn phm go c sn (go Nng Nhen, go Nng Thm Ch o,) hay go c cha cht st, vitamin, canxi vo danh mc sn phm mi ca cng ty nhm nh v ngi tiu dng v to s khc bit v sn phm so vi cc i th cnh tranh. Cc sn phm mi ca cng ty phi c nhiu mu m cho tng sn phm khc nhau v trng lng ca sn phm cng phi a dng thp nht l 2 kg ngi tiu dng c th chn mua sn phm ph hp vi ti tin v nhu cu s dng ca tng gia nh. c bit l, sn phm mi ca cng ty s c by bn ph bin ch trong khi cc sn phm cht lng ca cc cng ty khc hu nh ch c bn cc ca hng chuyn v siu th cha quan tm n ni y. C th ni, vi vic pht trin sn phm mi da vo nhu cu, th hiu ca ngi tiu dng th trng ni a ni chung v th trng Long Xuyn ni ring, ng thi sn phm go cht lng ng gi ca cng ty c bn vi mc gi phi chng th chc chn rng sn phm mi khi a ra th trng s c ngi tiu dng la chn s dng. Qua , s em li li nhun cao cho cng ty gp phn thc y hot ng sn xut kinh doanh ca cng ty ngy mt tt hn.
6.2. Kin ngh

6.2.1. i vi cng ty - Cng ty nn u t vo vic pht trin sn phm go ng gi cht lng thm nhp vo th trng ni a ni chung v th trng Long Xuyn ni ring, bi v sn phm ny c nhiu tim nng pht trin v kh nng sinh li ca sn phm cng kh cao. - Cng ty cn thnh lp ring phng marketing, phng nghin cu v pht trin, bi v hai b phn ny ng vai tr rt quan trng trong tin trnh pht trin sn phm mi. T , gip cng ty sn xut ra sn phm c s khc bit so vi i th cnh tranh,
Trang: 42
ng thi thu ht ngi tiu dng bit n v la chn sn phm ca cng ty. Nh vy s nng cao kh nng cnh tranh cng nh li nhun cho cng ty. - Khi tin hnh a sn phm mi ra th trng, cng ty nn theo di v kim tra mc nhn bit cng nh mc hi lng ca ngi tiu dng v sn phm. Cng vic ny c th giao cho b phn marketing m nhn. 6.2.2. i vi Tng cng ty - Cng ty LTTP An Giang l n v thnh vin ca Tng cng ty, do Tng cng ty cn to iu kin thun li cho cng ty tham gia pht trin sn phm mi nh h tr v ngun vn, my mc thit b, gim thiu vn vay t pha Ngn hng gip cng ty an tm hn trong vic u t pht trin sn phm mi. - Bn cnh , Tng cng ty nn dng trang web ca mnh gii thiu, qung co sn phm mi ca cng ty hay tm kim i tc, th trng v sn phm mi cho cng ty. Nh th s gip doanh s bn sn phm mi ca cng ty tng ln em li hiu qu kinh doanh cho cng ty, gp phn thc y Tng cng ty ngy cng pht trin. 6.2.3. i vi Ngn hng - Ngn hng nn to iu kin cho cc cng ty sn xut kinh doanh lng thc th trng ni a tip cn vi ngun vn kinh doanh d dng hn nh: cho vay vi li sut u i, hn mc tn dng cao hn, - Trong qu trnh cho vay Ngn hng cn tin hnh gii ngn vn vay nhanh chng trnh tnh trng cc cng ty b thiu ht ngun vn lm gim hiu qu trong hot ng sn xut kinh doanh.
Trang: 43
PH LC

PHIU PHNG VN HNH VI CA NGI TIU DNG V SN PHM GO
Xin cho anh (ch), ti tn Trn Th Kim Tuyn l sinh vin nm th t ca khoa KT-QTKD trng i hc An Giang. Hin nay, ti ang thc hin kha lun tt nghip vi ti Xy dng chin lc pht trin sn phm mi cho cng ty lng thc thc phm An Giang. Do , ti mun tm hiu hnh vi ca ngi tiu dng v sn phm go c c mt s thng tin hon thnh kha lun. Ti hy vng anh (ch) dnh cht thi gian tr li mt s cu hi di y. Rt mong nhn c s gip nhit tnh ca anh (ch). Cu 1: Anh (ch) vui lng cho bit, c mt ba cm ngon th theo anh (ch) vai tr ca ht go chim khong bao nhiu %? 1. <25% 2. T 25%-50% 3. T 50%-75% 4. >75% Cu 2: Vui lng cho bit gia nh anh (ch) ang s dng sn phm go c c tnh no? (Cu hi c nhiu la chn) 1. Go cho cm do 2. Go cho cm thm 3. Go cho cm xp 4. Go cho cm mm 5. Go cho cm kh 6. Khc.. Tip cu 4 Tip cu 4 Tip cu 5 Tip cu 5 Tip cu 5
Cu 3: Sn phm go m gia nh anh (ch) ang s dng c xut x t u? 1. Trong nc, thuc dng go ca cng ty 2. Ngoi nc, thuc dng go ca cng ty 3. Trong nc, thuc dng go i tr 4. Ngoi nc, thuc dng go i tr 5. Khng bit
Cu 4: Anh (ch) c tip tc s dng go c xut x ca mt cng ty no khng? 1. C (l do) 2. Khng (l do) . Cu 5: Anh (ch) c nh mua go c xut x ca mt cng ty no khng? 1. C (l do) 2. Khng (l do) .................
Cu 6: Anh (ch) thng tham kho ngun thng tin no khi quyt nh vic mua go? (Cu hi c nhiu la chn) 1. Gia nh yu cu. 2. Kinh nghim bn thn. 3. Ngi bn gii thiu. 1. Sp go ch 2. Siu th 1. Mua nh k 1. <5 kg 3. Ca hng 4. Tim go gn nh 2. Ht mi mua 2. T 5 kg-15 kg 4. Bn b, ngi thn gii thiu 5. Tm hiu nhng ngi xung quanh 6. Khc.. 5. i l 6. Khc 3. Cn s dng mt vi ngy 3. T 15 kg-25 kg 4. >25 kg
Cu 7: Vui lng cho bit ni anh (ch) thng mua go?
Cu 8: Anh (ch) thng mua go khi no? Cu 9: Anh (ch) mua go mi ln vi s lng l bao nhiu kg? Cu 10: Khi chn mua mt loi go th anh (ch) da vo cc tiu ch cht lng no sau y? Nu chn t hai tiu ch tr ln, anh (ch) vui lng xp hng mc quan trng theo quy c sau: 1. Rt quan trng 2. Quan trng 3. Trung ha 5. Rt khng quan trng Mc quan trng 1 2 3 4 5 4. Khng quan trng Tiu ch cht lng go 1. Hng thm lu 2. Mu sc ht go sng bng 3. Kch thc ht go 4. Khng ln tp cht 5. D bo qun 6. D nu 7. Khc Cu 11: Ngoi tiu ch cht lng, iu g khin anh (ch) quan tm khi chn mua go? 1. Gi c 2. D tm mua 3. Thi ca ngi bn 4. Khuyn mi 5. Mu m, nhn hiu 6. Khc. Chn
Cu 12: Nu c mt loi go p ng dy hoc tt hn cc tiu ch cht lng m anh (ch) cho l quan trng nhng c gi cao hn t 1.000-2.000 /kg th anh (ch) c sn lng mua s dng khng? 1. C 2. Khng 3. Khng bit Cu 13: Sn phm go anh (ch) ang s dng c gi 1 kg l bao nhiu tin? Gi go: .../kg.
Cu 14: mc gi ny anh (ch) cm thy nh th no? 1. R 2. Tng i r 3. Chp nhn c 4. Tng i mc 5. Mc Cu 15: Trong trng hp no th anh (ch) thay i loi go m anh (ch) ang s dng? (Cu hi c nhiu la chn) 1. Cht lng go khng n nh 2. Gi cao hn 3. C loi go khc ngon hn 1. T i mua 1. Cha m 2. Chng 3. V 2. Gi in 4. Kh tm mua 5. Thng hay thiu hng 6. Khc. 3. Nh ngi khc mua dm 4. Con ci 5. C gia nh cng thng nht 6. Khc.
Cu 16: Vui lng cho bit gia nh anh (ch) thng mua go bng cch no? Cu 17: Trong gia nh anh (ch) ai l ngi quyt nh chn mua mt loi go no ?
Trc khi kt thc phiu phng vn Anh (ch) vui lng cho bit mt s thng tin c nhn ca anh (ch) H tn p vin: . Ngh nghip: .. Tui: ... Gii tnh: ... Thu nhp/thng ca gia nh: . a ch: ...
Xin chn thnh cm n s gip ca anh (ch)!

H tn phng vn vin:. Lp:.Ngnh:..
TI LIU THAM KHO
Lu Thanh c Hi. 2007. Qun tr Tip th. Cn Th: NXB Gio dc. Philip Kotler. 2005. Marketing cn bn. Thnh ph H Ch Minh: NXB Giao thng vn ti. Philip Kotler. 2001. Qun tr Marketing. H Ni: NXB Thng K. K hoch Marketing mu. K hoch Marketing ca cng ty Good Cook. Bo co kt qu hot ng kinh doanh ca cng ty LTTP An Giang t nm 2004, 2005, 2006. Kt qu thc hin k hoch sn xut kinh doanh ca cng ty LTTP An Giang nm 2006. K hoch sn xut kinh doanh ca cng ty LTTP An Giang nm 2007. Nguyn Th Kim Nh. 2006. Hnh vi tiu dng go ca ngi dn Long Xuyn. Lun vn tt nghip trng i hc An Giang. Dng Th Bo Trn. 2006. Xy dng chin lc kinh doanh cho lnh vc kinh doanh go ca cng ty Angimex giai on 2006-2010. Lun vn tt nghip trng i hc An Giang. Ngun: VOV. 27.9.2006. Th trng go ni a: Ln xn thng hiu [trc tuyn]. Thng tin xc tin thng mi. c t: http://www.vietrade.gov.vn/old/news.asp?cate=1&article=12802&lang=vn (c ngy 11.04.2007). Vnexpress. 21.2.2006. Go thng hiu kh bn [trc tuyn]. Bo Tui Tr. c t: http://vnexpress.net/Vietnam/Kinh-doanh/2006/02/3B9E6EE2/ (c ngy 11.04.2007). H Vn. 27.9.2006. Doanh nghip v nng dn bt tay lm hng cht lng cao xut khu [trc tuyn]. Bo Cn Th. c t: http://www.ppd.gov.vn/ttbaochi/ttinbaochi183.htm (c ngy 12.04.2007). Thanh Tuyn. 13.4.2007. An Giang: Kt qu sau 5 nm y nhanh cng nghip ha, hin i ha nng nghip, nng thn [Trc tuyn]. Tin tc An Giang. c t: http://www.angiang.gov.vn/xemtin2.asp? idmuc=17472820035437283&idtin=4174132007304835&idtd=KINHTE (c ngy 20.04.2007).

55427247 chiến lược phat triển sản phẩm mới

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

55427247 chiến lược phat triển sản phẩm mới

Uploaded by

Copyright:

Available Formats

MC LC

DANH MC BNG - HNH

Hnh 2.1. Bn cp ca sn phm..................................................................................3

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

CHNG 1: GII THIU TI

1.2. Mc tiu nghin cu

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

1.3. Phm vi nghin cu

1.4. Phng php nghin cu

1.5. ngha thc tin

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

Giao hng v s tn nhim

Nhn g li ch Cht lng Bo hnh

Phn sn phm tim nng

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

2.2. Khi nim v sn phm mi

2.3. Quy trnh pht trin sn phm mi

Phn tch kh nng sn xut v tiu th

Trin khai sn xut i tr

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

2.4. Qu trnh chp nhn sn phm mi

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

CHNG 3: GII THIU V CNG TY LNG THC THC PHM AN GIANG

3.2. Chc nng v nhim v ca cng ty LTTP An Giang

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

3.3. C cu t chc ca cng ty LTTP An Giang

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

P. K Hoch Kinh Doanh

P. T Chc Hnh Chnh

Trm Thu Mua

Phn Xng Sn Xut

Trm Thu Mua

Phn Xng Sn Xut

Trm Thu Mua

Phn Xng Sn Xut

S 3.1. S c cu t chc ca cng ty Quan h trc tip ch o Quan h tc ng qua li

3.4. Nhng thun li v kh khn ca cng ty LTTP An Giang

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

3.5. Kt qu hot ng kinh doanh ca cng ty LTTP An Giang t nm 2004-2006

SVTH: Trn Th Kim Tuyn

Xy dng chin lc pht trin sn phm mi cho CT LTTP AG

GVHD: Th.S Cao Minh Ton

4.1. Phn tch mi trng bn ngoi