You are on page 1of 6

Tng quan v cng ty COLGATE-PALMOLIVE: Cng ty colgate l cng ty chuyn cung cp cho khch hng cc sn phm hng tiu

dng. William Colgate thnh lp cng ty Colgate vo nm 1806. ng thit lp mt xng sn xut trn ng ph mang tn Dutch ti tnh ph New York. Cng ty ch yu c quyn bn cht ty ra phng v nn. Sau , Colgate tr thnh i tc vi Francis Smith. H thay i tn cng ty thnh Smith v Colgate cho n nm 1812, khi ng Colgate mua cc c phn cng ty ca ng Smith, v ngh Bowles Colgate, anh em ca mnh gia nhp. Sau h i tn thnh William Colgate Company. Colgate cht nm 1957, cng ty tip tc chu s qun l ca Samuel Colgate, con trai ng. Nm 1864, BJ Johnson m ra mt nh my sn xut x phng Milwaukee, WI, m sau ny tr thnh cng ty Palmolive. Nm 1953, Colgate-Palmolive tr thnh tn chnh thc ca cng ty. Colgate c mt b dy hn 135 nm kinh nghim nghin cu v kinh doanh trong ngnh tiu dng. n nay, sn phm ca cng ty c mt ti 223 quc gia trn th gii, c 175 cng ty con, chi nhnh, c s bn hng t ti 80 nc trn ton cu vi lc lng lao ng ln n 40000 lm vic hng say ti hn 80 nh my trn ton cu vi doanh thu hng nm t 13,8 t USD. c bit n nm 2006, Colgate ng k 1073 bng sng ch trn ton th gii. Ngnh hng ln nht ca Colgate-Palmolive l cc sn phm chm sc rng ming, chim gn 40% doanh thu, trong kem nh rng Colgate l sn phm ng u th trng 122 quc gia. Tng quan v cng ty SXTM Sn Hi: Cng Ty SXTM Sn Hi c thnh lp vo nm 1976. T nm 1976 n nm1986, cng ty to dng c nhiu thnh cng, tp trung sn xut v cung cp x phng cho cc doanh nghip quc doanh. Nm 1988, sn phm kem nh rng nhn hiu "D Lan" ra i . Vi cht lng ph hp, hng v c o, gi c va phi, phng thc kinh doanh linh hot nn ch trong thi gian ngn kem nh rng D Lan c ng o ngi tiu dng tn nhim, c bit vng nng thn cc tnh min Bc,

min Trung; khng nhng th, D Lan cn sang c c th trng Lo, Campuchia v mt s tnh pha nam Trung Quc. Trong nhng nm t 1989 1995, thng hiu D Lan ni nh cn, tr thnh 1 trong 2 thng hiu kem nh rng chim th phn ln nht c nc (khong 30%). Cng vi PS (chim trn 65% th phn), D Lan l tn tui ln, l ng ln ca ngch mt hng thit yu ny. LIN DOANH C S HNH THNH LIN DOANH: Trong khong thi gian t nm 1989 n 1995, kem nh rng D Lan ni ln nh mt ngi sao. Thnh cng ca D Lan c l nh may mn. Sn phm D Lan khi chim ti 30% th phn kem nh rng c nc (P/S lc chim hn 65%). Sn phm cn c tiu th Campuchia, Lo v Trung Quc. Thc t, D Lan thnh cng nh lc nhu cu th trng rt ln v cha c sn phm no ni tri trn th trng ngoi tr P/S. V dng nh cha sn phm no quan tm n vic lm qung co. Ngay ng ch kem nh rng D Lan cng tha nhn khng bit g v thng hiu. Nhng thng ip qung co pht trn sng truyn thanh ca D Lan ch mang ngha lm sao cho ngi ta mua sn phm ca ng. Hn na, nu so vi P/S, th tn D Lan nghe gn gi hn. Sn phm kem nh rng D Lan c cht lng tng i, hp ti tin. c bit, hnh nh mt c gi p lo khoe hm rng trng trn bo b cng gip D Lan c thin cm hn vi ngi tiu dng. Nhng yu t trn v tnh gip D Lan nhanh chng nm trong tr nh ca ngi tiu dng n nm 1995, chnh sch m ca ca nn kinh t to iu kin cho cc tp on quc t t vo Vit Nam lm n, nhng ng ch doanh nghip ni a bt u lo lng khi nghe tin ln sng u t nc ngoi ang vo Vit Nam. Tuy nhin, theo quy nh lc , cc tp on quc t ch c hot ng ti Vit Nam di hnh thc lin doanh vi doanh nghip ni a, khng c php thnh lp cng ty 100% vn nc ngoi.

Cng trong giai on , tp on hng tiu dng ni ting th gii Colgate-Palmolive thm nhp th trng Vit Nam, nn mun tm kim mt i tc lin doanh trong nc. Chnh nh th phn ln nhiu tp on nc ngoi t vn hp tc vi Cng ty Sn Hi. Nm 1995, Cng ty Sn Hi hp tc vi Tp on Colgate-Palmolive (Hoa K) thnh lp Cng ty Lin doanh ColgatePalmolive Sn Hi v t thng hiu kem nh rng D Lan c chuyn nhng cho lin doanh vi mong mun t c bc pht trin mi. NI DUNG LIN DOANH: Nm 1995, nhm y mnh hn na vic sn xut kem nh rng, cng ty SXTM Sn Hi a kem nh rng D Lan lin doanh vi tp on Colgate. Mt lin doanh c tng vn u t trn 10 triu USD, trong pha D Lan gp 30% vn. Thng hiu kem nh rng D Lan c pha i tc nh gi l trn 3 triu USD. Theo tha thun, Colgate-Palmolive c tip qun ton b i ng nhn s, th trng v h thng phn phi ca D Lan. Cn i tc Vit Nam chuyn sang dy chuyn sn xut v nhm hp kem nh rng cho lin doanh m khng bit rng, trn th gii xu hng ny lc hu v ang c thay th bng v nha. KT QU LIN DOANH: Theo tha thun trc khi lin doanh, Colgate Palmolive s tip tc duy tr v pht trin thng hiu D Lan. Th nhng, sau khi mi th tc chuyn nhng v lin doanh hon thnh, thng hiu D Lan ch tn ti thm c vn vn 3 thng. V tip l kem nh rng Colgate xut hin, pht trin cho n nay. Ci tn D Lan b i tc cho l qu ma nn khng ch trng pht trin m ch tp trung u t qung b kem nh rng Colgate. Colgate Palmolive ni danh ch vi sn phm chm sc rng ming mang thng hiu Colgate nn vic h a thng hiu ca mnh vo, thay v pht trin D Lan. Khong 7 triu USD m i tc gp vn, phn ln dnh cho cc chin dch qung co rm r nn ch vi nm sau, Colgate Palmolive - Sn Hi ht tin v tuyn b ph sn.

Sau cc thng v lin doanh, mua bn sp nhp (M&A), Colgate a sn phm ca mnh chim lnh th trng, Colgate cho D Lan cht i, ri lp sn phm khc vo (kem nh rng Colgate). Cch lm ny cho thy, Colgate khng thc s mong mi, k vng g vo mt thng hiu qu thun Vit nh D Lan, m ci ch m Tp on ny nhm n l 30% th phn. V bng mt cch lm kho lo, Colgate bc t D Lan lp sn phm mi ca hng vo, hon thnh cuc xm lng v chim c ming bnh bo b 30% th phn. Bng cch lm ny, Colgate s tn cng sc v tin ca hn nhiu nu chn hnh thc i u trc tip, sng phng vi D Lan trn thng trng. Vi chiu bi ny ca Colgate Palmolive , lin tip trong 3 nm lin sau khi lin kt, thnh tch kinh doanh ca D Lan km hn i, v thua l. Cng ty Sn Hi nh bn li phn vn 3,2 triu USD ca mnh v rt khi lin doanh. n nm 1998, Lin doanh Colgate Palmolive - Sn Hi tan r. Nm 1999, Sn Hi bn ton b nh my, c s h tng cho Colgate Palmolive D Lan chnh thc thuc v Tp on Colgate. Sau khi Unilever mua P/S v Colgate Palmolive mua D Lan, th trng kem nh rng Vit Nam hu nh nm ht trong tay cc cng ty a quc gia ny. Theo thng k ca Cng ty Nghin cu Th trng TNS, nm 2008, 90% th phn ngnh ny thuc v Unilever (vi 2 thng hiu P/S v Close-Up) v Colgate Palmolive (vi thng hiu Colgate); phn cn li chia s cho cc thng hiu Twin Lotus (ca Cng ty Twin Lotus - Thi Lan), Aquafresh (ca Cng ty GSK - Anh), Crest (ca Cng ty P&G) v mt s sn phm nhp khu. C th nhn xt, Colgate-Palmolive tr mt ci gi qu r t c nhiu mc tiu ln: tr chi ph rt phi chng c th phn ln, ng thi trit tiu c mt i th cnh tranh LI CH CA LIN DOANH: Trong thng v lin doanh gia cng ty SXTM Sn Hi v Tp on Colgate-Palmolive mang li mt khon li ng k cho Colgate-Palmolive. Thng v ny khng ch gip h s hu dy chuyn sn xut, con ngi, h

thng phn phi sn c .... m quan trong hn m Tp on ny mun nhm n l vic s hu nhng thng hiu hng u c v tr, th phn ln ti th trng Vit Nam. Xt bi ton chi ph, nu bt tay vi D Lan, h ch mt vi triu -la M nhng li c c hi s hu 30% th phn kem nh rng. Cn nu mua mt thng hiu khc, Colgate s phi i u trc tip vi D Lan, mt trong hai i th nng k trn th trng kem nh rng Vit Nam lc by gi.. Ch b ra vi triu c c c mt thng hiu uy tn v quan trng hn l mt lng khch hng quen thuc. y l iu m Colgate-Palmolive mong mun. V pha cc ng ch ngi Vit, 3 triu USD l s tin ln, nhng trong mt cc Tp on nc ngoi, s tin l qu nh so vi chi ph xy dng mt nh my, tuyn dng v o to nhn s, chi ph marketing, th trng,Theo phn tch thng thng, c th cc nh qun tr Colgate ngh rng c c 30% th phn kem nh rng nh D Lan, h phi tn vi chc triu -la M. Theo s liu khng chnh thc ca Colgate trong nm 2003 th trung bnh chim thm 1% th phn th cn phi tn trn di 2 triu -la M cho chi ph tip th. Nh vy, cng thy rng vic Colgate b ra 3 triu USD chim lnh c my chc phn trm th phn l mt thng li qu ln HN CH CA LIN DOANH: Theo nh hp ng, cng ty Sn Hi s c chuyn sang chuyn sn xut v nhm hp kem nh rng cho lin doanh m khng bit rng, trn th gii xu hng ny lc hu v ang c thay th bng v nha. C th thy rng vic nh mt quyn s hu thng hiu D Lan l mt s ng tic ca cng ty SXTM Sn Hi. R rng, gi 3 triu -la M m cng ty Sn Hi nhn c l ln. Nhng so vi vic xy dng thnh cng mt thng hiu th con s trn khng nhiu. Tuy nhin, nu khng lin doanh vi Colgate, D Lan c tn ti v pht trin nh vy n by gi hay khng. Nu khng lin doanh vi Colgate th Da Lan hin nhin s tr thnh i th trc tip. V Colgate vi thc xy dng thng hiu bi bn, cch thc qun tr chuyn nghip, dy chuyn

sn xut hin i, ti lc mnh hn th D Lan khng phi l i th xng tm. C th D Lan vn s tn ti nhng s khng lu bn khi ngi ch khng hiu c gi tr ca thng hiu. Suy cho cng ci m cng ty Sn Hi mt nhiu hn c.Trong cuc cnh tranh vi cc thng hiu hng u, phi hiu r thng hiu l g v c i sch thch hp. Cng trong khong thi gian Da Lan lin doanh vi Golgate Pamolive, P/S cng b mua li bi Tp on Unilever vi gi 5,3 triu USD. Trc y 2 thng hiu ny chim gn 90% th trng kem nh rng. n nay, P/S vn l mt thng hiu ln, chim ti 50% th phn kem nh rng trong nc v xut khu i nhiu nc, nhng n l thng hiu ca mt tp on nc ngoi. Cn D Lan, sau thng v mua b Golgate Pamolive cho xo s. Gi 90% th phn kem nh rng VN thuc v 2 nhn hng ny, gn nh khng cn ch cho thng hiu hng Vit Nam thun cht. Th trng lun l chin trng, chng ta ng hy vng 1 i tc n y lm iu tt cho chng ta hay tr thnh nh ti tr cho chng ta. Hon ton khng c iu . Trn th gii c nhiu phng thc thn tnh doanh nghip. Bn cnh li cho mi v ti chnh v cng hp dn l mt li nhn nh rng, nu khng mua c doanh nghip th h sn sng cho ra i cc sn phm cnh tranh, bn di gi thnh khin doanh nghip ph sn. Thng v ca Tp on Colgate-Palmolive v cng ty SXTM Sn Hi l minh chng r rng nht. Vi mt th trng nh Vit Nam khi m h thng php lut cn cha tht y , s l c hi ln cho vic thn tnh kiu ny. Nhng sn phm thun cht mang thng hiu Vit Nam s ng trc nguy c bin mt hay thuc s hu ca cc ch u t nc ngoi, thc s ang l ni lo cho thng hiu quc gia

You might also like