TRNG I HC CN TH KHOA KINH T - QUN TR KINH DOANH

BI TP NHM PHN TCH HOT NG KINH DOANH

PHN TCH TNG QUAN KINH

Gio vin hng dn: Nguyn H Anh Khoa

Nhm sinh vin thc hin 1. L Nguyn Trn Nht Thng 2. Nguyn Th Hng Phng 3. Ng Duy Cng 4. Trn Vn Kit 5. Trn Phm Hin 6. Trn Minh Tm 7. Trn Trung Khang

4094520 4094507 4094542 4094561 4094554 4094587 4104978

Cn Th 2012

1. M t hot ng doanh nghip Kinh c thnh lp t nm 1993, qua 19 nm hnh thnh v pht trin, n nay Kinh tr thnh mt tp on vi h thng cc cng ty trong ngnh thc phm gm: bnh ko, nc gii kht, kem v cc sn phm t sa. y l mng kinh doanh ng gp khong 90% doanh thu hng nm ca tp on v vy chin lc u t trong 5 nm ti ca Kinh cng tp trung pht trin mnh ngnh hng ny. Trong ni bt l Cng ty Kinh min Bc chuyn v bnh ko v cng ty Ki Do chuyn v ngnh kem, sa chua, c sp nhp vo cng ty Kinh vo nm 2010. nh hng chin lc pht trin ca Kinh l Tp on thc phm hng u Vit Nam v hng ti mt Tp on a ngnh: thc phm, bn l, a c, ti chnh).

Tp on Kinh

Thc phm
Cng ty c phn Kinh (cng ty CP Kinh min Bc - NKD v cng ty Ki Do) Cng ty Kinh Si Gn

Bn l
Kinh Bakery

a c
Kinh Land

Hp tc u t Ti chnh
Cng ty u t Kinh

K-Do Bakery&Caf

Cng ty TNHH Tn An Phc CTCP u t Lavenue

Cng ty Kinh Bnh Dng

Cng ty c phn Tribeco

Cng ty Tribeco min Bc

Cng ty c phn Vinabico

Nm 1999, cng ty khai trng ca hng Kinh Bakery hin i u tin. T n ny, cng ty t xy dng ng thi kinh doanh nhng quyn mt chui 30 ca hng Kinh Bakery v K-Do Bakery & Caf. Nhng lnh vc bn l m Kinh ang v s tham gia, l: xy dng v qun l chui siu th v hypermarket, chui ca hng tin, fastfood, cc trung tm thng mi (department stores), Kinh pht trin ngnh a c thng qua vic thnh lp Cng ty a c Kinh Land. Hot ng kinh doanh tp trung vo mng cao c vn phng cho thu v mt bng bn l. Hot ng u t ti chnh tp trung vo hai lnh vc chnh l u t vo cc cng ty thc phm v gp vn vo cc d n bt ng sn tim nng. Cc khon u t ti chnh bao gm cc khon u t c phiu, u t vo Tribeco, cng ty u t Kinh , cng ty u t Lavenue, Cng ty Tn An Phc. 2. M t sn phm Kinh l nh sn xut bnh ko hng u. Mt s ngnh mnh nh ngnh Crackers (c cc nhn hiu nh AFC, Marie, Cream), ngnh Cookies (bnh b nhn mt, bnh Trung Thu), ngnh bnh qu, ngnh bnh ti cng nghip (bnh m, bng lan). a. Sn phm Sn phm ca Kinh c t nht trn 40 sn phm mi mi nm. i vi cc sn phm hng ngy nh bnh m, bnh Bng lan, bnh Crackers, Snacks, Kinh tng bc thc hin cc bc quy hoch li cu trc ngnh hng, a dng ho chng loi, tng s hin din trn knh v mc thm nhp th trng. - Bnh m: ng u v th phn v th trng, doanh thu thun tng 44%, li nhun gp tng 80%. - Cracker: ng u th trng vi th phn 30% tng 2,4%, ph 31%. - Wafer: doanh thu tng 91%, vi chin lc ti tung i mi lin tc cho cc dng bnh Snack Minity, bnh xp Finery. - Cookies: chim 27% th phn , ph 58%, doanh thu tng 36% - Kem v sa chua: Nh m rng dc kinh phn phi v to ra hng v kem t nhin doanh thu tng 51%. - Bnh trung thu: chim 80% th trng c nc.

BIU DOANH THU NGNH TH C PHM

3000 2500 2000 T NG 1513 1500 1046 1000 500 0 6 thng u nm 6 thng u nm6 thng cui nm6 thng c ui nm 2010 2011 2010 2011 2758 2156
T NG 450 400 350

BIU L NHU NGNH THC PH I N M

416

( Ngun: Bo co ti chnh ca cng ty Kinh ) b. Bao b

250 200 150 100 90 53 50 0

300

293

Vi thit k bao b hon ton mi,

6 thng u nm 2010 6 thng u nm 2011 6 thng cui nm 2010 6 thng cui nm 2011

p, cht lng c ci tin khng thua km cc sn phm ngoi nhp cao cp, sn phm cng ty Kinh c ngi tiu dng s dng khng nhng nh nhng mn qu biu trao nhau, m cn l li gi gm cu chc chn tnh trong dp l. c. Cng ngh Mt im khc bit l ngoi cng ngh hin i, Cng ty rt ch trng vo k thut ch bin sn phm, nht l cng thc pha ch ph gia, nh m cc loi bnh ko ca Kinh c mi v hp dn v ring bit.
3. M t th trng

Th trng v ngnh hng: Doanh thu tng 45%, sn lng tng 22% so vi cung k 2010. Trong , ngnh bnh ko tng 43%, ngnh kem v sa chua tng 51%, nhm Crackers, cake, bnh m, kem v sa chua (gp 90% doanh thu).

Min Bc - Trung doanh s tng 48% so vi cng k 2010, t 105% k hoch; sn lng tiu th tng 24%. Min Nam tng trng 40%, sn lng tng 24%.
Confectionery Market Share (2011)
28.0% 38.5%
Kinh Orion Vietnam Hu Ngh BBC HHC Khc

Biscuit Market Share (2010)

31% 46%

Kinh Hi Chu BBC HHC Hu Ngh

11.6% 5.4% 7.4% 9.1%

7% 4% 6% 6%

Khc

Xut khu: Sp nhp cng to nn tng cho xut khu sang th trng mi. C th, th trng min Bc s m rng pht trin th trng sang Trung Quc. Min Trung v Bc min Trung s sang th trng Lo v Myanma. Min nam s khai thc th trng Cambodia. 4. Khch hng Kinh hin chim khong 45% th phn th trng bnh ko ni a rng ln vi dn s hn 90 triu ngi. Sn phm ca Kinh c ng o ngi tiu dng trn khp cc tnh thnh trong c nc bit n. Kinh cung cp ra th trng hn 400 mu sn phm vi chng loi, mu m, cht lng, gi c v quy cch khc nhau. Cc dng sn phm chnh l Cracker, bnh Bng Lan, bnh m cng nghip, Snack v bnh Trung thu. Th trng xut khu chnh ca KDC l th trng M, Php, c, Nht, i Loan, c, Singapore, Malaysia v mt s nc chu Phi. Cc mt hng xut khu ch lc l bnh Trung thu, Cookies, Cracker. Cng nh cc doanh nghip sn xut bnh trn th trng, sn phm ca Kinh mang tnh thi v. Vo nhng thi gian khc nhau trong nm cng ty s cung cp ra th trng nhng sn phm ph hp (bnh trung thu, bnh ko Tt) 5. Cnh tranh KINH phi i mt vi cc i th cnh tranh mnh nht bao gm : Bibica, Haihaco, Hu Ngh, Kraft Foods v Orion Food Vina Bnh Dng. 5.1. Phn tch i th cnh tranh a. Cng Ty C Phn Bnh Ko Bin Ha (Bibica) BBC tp trung vo 5 nhm sn phm chnh: bnh (40% doanh thu - bnh trung thu 10% doanh thu), ko (35% doanh thu), nha, socola, v sn phm dinh dng (10% doanh thu). Bnh biscuits & cookies chim 20% th phn bnh kh trn ton quc. Bnh Hura chim 30% th phn bnh bng lan trn ton quc. im ni bt: - Nguyn liu u vo, c bit l ng, BBC c li th hn cc cng ty khc trong cng ngnh v c quan h mt thit vi cng ty ng Bin Ha. - BBC c s tr gip ca C ng ln nht - Lotte Confectionery v cng ngh, v tnh chuyn nghip trong bn hng, tip th, nghin cu pht trin v

qun l ti chnh; d dng xut khu sn phm sang Hn Quc v sang cc nc m tp on ny c h thng knh phn phi. - Dng sn phm chocopie l mi nhn vi 40% sn lng sn xut dnh cho xut khu sang hn 15 nc trong h thng phn phi ca Tp on Lotte. . Kh khn: - Do hu ht h thng my mc cng ngh ca BBC u nhp khu t nc ngoi, nn cng ty ang phi gnh chu ri ro v t gi kh ln - Hin nay, cc sn phm ca BBC ang b cnh tranh gay gt bi cc sn phm cng loi v cn sn phm thay th nh tri cy, v nc ung tri cy. b. Cng ty Bnh Ko Hi H (HHC) : Cc sn phm khng nh thng hiu HHC gm: ko CHEW HAIHA, ko Jelly CHIP HAIHA, ko cy HAIHAPOP, bnh xp cun MINIWAF, bnh mm cao cp ph scla vi cc nhn hiu. Ko l dng sn phm ch lc (76% doanh thu - 14% th phn c nc). HHC chim 6,5% th phn c nc tnh theo doanh thu, sau KDC v BBC. Bnh xp, bnh quy & cracker ng gp khong 22%. im ni bt: - Sn phm bnh ko ch yu phc v khch hng bnh dn, do , mc cnh tranh so vi cc cng ty khc trong cng ngnh l kh thp. - Dng ko chew gi v tr s 1 v cng ngh v thng hiu trn th trng. - HHC xy dng trung tm thng mi, vn phng cho thu ti H Ni. Kh khn: - Dng bnh qui & cracker chu s cnh tranh gay gt trong v ngoi nc. - Chi ph nguyn vt liu chim 65-70% gi thnh sn phm ko Hi H nh hng ti kt qu sn xut kinh doanh ca Cng ty. c. Orion Food Vina Sn phm ca Orion chim 40% th phn bnh ngt v gi v tr s mt trong s nhng doanh nghip bnh ko nc ngoi u t ti Vit Nam. Cc sn phm chnh l Chocopie, Custas, Goute, Ostar, Toomies. im ni bt : - Orion Food Vina c 100% vn u t Hn Quc.

- Ngun nguyn liu: nhp khu ch yu t nh sn xut sa Murray Goulburn (c), Cng ty Kerrybio Science B.V (H Lan) v Cng ty Nutribio (Php). - Tiu chun an ton v sinh thc phm ca AIB American Institute of Baking dnh cho sn phm bnh nng. Hn ch: - Sn xut tp trung cho xut khu, khng y mnh vic to ra sn phm mi nn th phn theo doanh thu cn kh nh so vi tim lc ca cng ty (8.2%). - Chu s cnh tranh gay gt t KDC, BBC, d. Cng ty c phn thc phm Hu ngh Cng ty c 4 nh my chuyn sn xut bnh ko mang thng hiu Hu Ngh. Cc sn phm tiu biu: bnh qui, bnh cracker, bnh kem xp, mt, ko, bnh trung thu, thc phm ch bin (gi, ruc, tht ngui, xc xch, v.v), ung c cn (ru vang, champagne, vodka). im ni bt : - Mng li phn phi ni a vng mnh vi hn 140.000 i l bn l. - Tp trung pht trin cc sn phm truyn thng: cc loi hp mt, bnh trng - Kinh doanh xut nhp khu gip cho cng ty ch ng mt phn trong vic cung cp nguyn, vt liu cho sn xut bnh ko. Hn ch: - Sn phm nhiu nhng cha loi no chim u th trn phn khc sn phm . - Mng li phn phi rng nhng ch tp trung vo mt s khu vc nht nh. 5.2. Phn tch SWOT a. im mnh: - L mt thng hiu mnh v uy tn. - C h thng phn phi mnh nht ti th trng Vit Nam. - Cng ngh sn xut hin i, cht lng sn phm c m bo. - H thng qun tr hin i c ng dng vo vn hnh hot ng - S hu nhiu d n bt ng sn c v tr p trung tm. b. im yu: - u t ti chnh kh nhiu ri ro c bit giai on kh khn 2011. -Mt s sn phm qua giai on tng trng v c du hiu st gim. c. C hi:

Sau khi st nhp Ki Do v NKD vo KDC s gip nhanh chng m rng lnh vc kin doanh, tng trng v th trn th trng. d. Thch thc: - Chnh sch bo h da vo thu quan s khng cn khi Vit Nam hi nhp vo nn kinh t th gii do s cnh tranh ngy cng khc lit hn. - Nn kinh t v m ang gp kh khn dn n tiu dng c xu hng gim s nh hng n hot ng kinh doanh ca cng ty. 6. Nhn lc Cc thnh vin cp cao ca Kinh gm c 8 thnh vin HQT, 15 thnh vin TG (c 5 thnh vin bn HQT), c 3 thnh vin bn ban kim sot v n nay tng s nhn vin l 7.741 ngi. Vi tm nhn xa v kinh nghim hin c ca cc thnh vin cp cao ca cng ty th cho thy cng ty ngy mt pht trin cao hn. Nng sut lao ng bnh qun tnh theo gi tr nm 2010 l 3.317 t ng, nng sut lao ng k hoch bnh qun nm 2011 l 4.200 t ng v nng sut lao ng bnh qun nm 2011 l 0.55 t ng/nm. 7. Knh phn phi - Kinh hin phn phi sn phm ch yu qua knh bn hng truyn thng (GT). Bn cnh , Kinh cng ch trng a dng ha knh phn phi bng vic phn phi qua nhiu knh khc nh h thng siu th, h thng bakery, knh thi v, knh trng hc, khu vui chi gii tr... - H thng i l, nh phn phi: Cng ty l doanh nghip bnh ko c h thng i l trong nc ln nht vi khong hn 200 nh phn phi, 75.000 im bn l v trn 1.000 nhn vin bn hng trn ton quc th h thng ny tiu th khong 72% doanh s ca Cng ty. - H thng siu th: Cc sn phm ca Cng ty tr thnh mt hng quen thuc trong hu ht h thng siu th trong cc thnh ph ln c nc, ch yu tp trung ti Tp.HCM v H Ni. Doanh thu t knh phn phi hin i chim khong 5% doanh thu thun Cng ty. - H thng Bakery: Thng qua h thng chui ca hng ngi tiu dng c th mua c sn phm ca Kinh mt cch thun li nht thng qua hn 30

ca hng c qui m ln trn cc con ng chnh ca Tp.H Ch Minh v H Ni.

Buns Knh hin i Metro,Cash and Carry Food service**

Cakes

Cookies

Nh tiu dng cui cng

Crakers Knh truyn thng

NPP c quyn i ng bn hng

im s

Ch

Tp ha

Wafer

Khc* Snacks i l

Seasonal Ice Cream *** Hn 30 nc gm Lo v Cambodia.. Nh phn phi a phng

Xut khu

M hnh knh phn phi linh hot tri rng vi phng tin v hnh thc a dng sn phm Kinh lun sn sng phc v Ngi Tiu Dng mt cch nhanh chng, tin li nht.