BI TP C NHN PHN TCH NGNH SN XUT M N LIN

I. S lc v m n lin v tng quan th trng m n lin: M n lin (tn gi quen thuc l m tm hay m cua) l mn m kh chin trc vi du c, thng n 35 pht sau di nc si ln. N cn c gi m gi hay m cc hoc m ly, ty cch ng m. Gi m n lin thng c mt gi gia v nh, thng bao gm bt ngt, nhng cng c loi khng c bt ngt. C th n sng sn phm ny, ti v m c chin; thng phi b m trc khi ngm nc. Nu di nc ngui, cn phi hm n ln 3 pht trong l vi ba. M n lin bt ngun t cc loi m ramen Nht n ngay, v n gi tn Bc M. Tuy nhin, khi n cng c ph bin chu , bt u c nhiu loi m n lin do cc loi canh khch nhau chu , nh l ph v bn. And Momofuku, ngi thnh lp Cng ty Thc phm Nissin, c coi l "cha " ca m n lin. M n lin c xut x l phin bn n lin ca mn ramen ca Nht. Khi m n lin tr nn ph bin khp chu , nhiu th loi m n lin khc xut hin t nhng thc n cc vng a phng nh ph n lin, bn n lin, min n lin ... Theo thng k cha y , hin c khong 50 DN tham gia th trng vi hng trm nhn hiu khc nhau. Trong , ch yu l DN VN vi nhng ci tn nh Vina Acecook, Asia Food, Vifon, Uni-President... chim lnh ti hn 90% th phn vi 5 t gi/nm. S th phn nh cn li ang c chia u cho hng chc nhn hng nc ngoi ang hin din khp ni. II. Xc nh phm vi nghin cu:

Xut x t Nht Bn nhng him c mt hng no c "ni a ha" nhanh v c tc "ph sng" mnh nh m n lin, n mc kh c thng hiu nhp khu no trong thi gian gn y c th len chn chim lnh th trng. V l do ny, m bi phn tch s i su vo th trng Vit Nam. III. Phn tch mi trng v m nh hng n hot ng ngnh: 1. Mi trng kinh t: a, T gi hi oi: Nm th hai lin tip k t nm 2009 th trng ngoi hi c nhng bin ng mnh bi nhng yu t khng bn vng ni ti ca nn kinh t Vit Nam. Cng thng trn th trng bt u xut hin t qu 2, khi nhiu doanh nghip gm gi ngoi t, khng chu bn li cho ngn hng dn n mt cn i cung cu. Tnh trng ny ko di cho n cui nm. Cc ngn hng thng mi hu ht nim yt gi mua ngoi t ngang vi gi bn. Gi USD ca ngn hng cng chnh thc vt mc 18.000 VND; trn th trng t do c thi im ln gn mc 20.000 VND; t gi bnh qun lin ngn hng c nm tng xp x 5,7% trong khi t gi trn th trng t do tng hn 10%. Nguyn liu phc v cho sn xut thuc m n lin hin ch yu c nhp khu, vy nn nhng ri ro v bin ng gi nguyn liu u vo s tc ng trc tip ti chi ph sn xut. V v y l mt hng tin dng vi sc p cnh tranh cao t cc i th nn vic tng gi c th nh hng n doanh thu v th phn ca cc cng ty nh, t vn trong ngnh. Chnh v vy, bn cnh chnh sch nhp khu v d tr hng tn kho, th k hoch cn i ngun ngoi t phc v cho nhp khu nguyn liu cng l vn quan trng i vi cc doanh nghip ngnh sn xut m n lin. b, Tng trng kinh t:
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Nhng nm gn y t nm 2007 kinh t Vit Nam pht trin kh nhanh a Vit Nam thot ra khi nhm cc nc c mc thu nhp thp, mc sng ngi dn c ci thin, t l ngho gim mnh, nn kinh t ang chuyn theo hng cng nghip ha, hin i ha So vi cc nc trong khu vc, nm 2007, tc tng GDP ca Vit nam l 8,44% ng th 3 chu (sau Trung Quc: 11,3% v n khong: 9% ) v mc thu nhp GDP l 835 USD cao hn nhiu so vi nm 2005. Di y l tc tng trng kinh t VN so vi tc tng trng kinh t th gii, kinh t cc nc v nhm nc.

Bng 2: Tc tng trng kinh t VN so vi tc tng trng kinh t th gii v nhm nc theo khu vc VT:%
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Nm 2008 Vit Nam thc hin cc cam kt WTO nn thi c m rng th trng hp tc bnh ng vi 150 nc thnh vin. l c hi kinh t Vit Nam tng tc. Thu nhp v kh nng chi tiu ca ngi dn ngy cng cao, cc doanh nghip khng nhng tp trung p ng nhu cu ngi tiu dng phn khc bnh dn, m ngy cng tp trung vo phn khc trung cao. Vi s tng trng kinh t mnh m ca mt quc gia ang ln, phn khc trung cao ang dn chim mt v tr quan trng trong ton b chic bnh ca th trng m n lin, in hnh l mt lot cc sn phm phc v cho phn khc ny ang c by bn trn th trng nh: Omachi, New Way, nht m gia, Sao sng. 2. Mi trng vn ha: Do c cc thc phm bn, m, ph, min l nhng mn n truyn thng truyn thng ca ngi Vit Nam nn m n lin d dng c ngi tiu dng chp nhn ngay t u khi sn phm Nht Bn ny du nhp vo th trng Vit Nam. Nm bt c th hiu ca ngi tiu dng, cc doanh nghip rt thnh cng trong vic lm tha mn nhu cu khch hng, t em li thnh cng ng k cho cng ty nh Miliket: nh ng tm l ngi tiu dng min Bc khi nhn ra h c xu hng dng cc loi m n gin v khu v, chnh v th sn phm m Miliket 4 tm c kh nhiu ngi a dng do n chng c gia v g thm ngoi mt gi bt canh trong khi hin nay a phn cc doanh nghip sn xut m t min Nam nn sn phm thng qu nhiu gia v, nhiu bo Nh vy m Miliket ng vng trong sut gn 1 thp k trn th trng min Bc. Ngi tiu dng Vit Nam cng ang c xu hng "a dng ha khu v v a chung c khu v Hn Quc. Nm c th hiu ny nn cc cng
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ty trong ngnh nh: cng ty sn xut m n lin Thin Hng nm qua tung ra th trng 20 loi m n lin khc nhau trong c c cc loi m theo khu v Hn Quc nh m hi sn, m kim chi, m g... Miliket, i th cnh tranh chnh ca Thin Hng, trong nm 2002 cng a ra th trng 10 loi m n lin mi trong c m c ri g v m kim chi. Mc d c cnh bo l khng nn dng m n lin thay cho cc ba n chnh hng ngy v m n lin thng ch cung cp nhiu calo ch khng cung cp vitamin hay protein cho c th. Nhng vic s dng m n lin tr thnh thi quen khng th thiu ca ngi tiu dng Vit Nam vi mc tiu th t 1-3 gi/ngi/tun. Mt khc, y cng l sn phm p ng c khu v ca c ngi giu ln ngi ngho nn s lng sn phm c tiu th l tng i cao. Ngy nay, khi x hi Vit Nam ngy cng pht trin, nhn thc ca ngi tiu dng cao hn. Nhu cu ca h khng ch no, ngon m cn phi c li cho sc khe. V th, buc cc cng ty trong ngnh n lc hn na trong vic i mi nhng sn phm ca mnh nhm p ng ti a nhng yu cu ca ngi tiu dng. V c bit ni tri hn hn khi cc dng sn phm m n lin c lm t khoai ty, u h lan, thm ch mi y nht l sn phm New Way m n lin khng qua chin u tin ti Vit Nam. 3. Mi trng cng ngh: Ngy nay, khi x hi ngy cng pht trin cng vi s bng n ca cng ngh thng tin nh hng n tt c cc ngnh ngh. Hot ng trong lnh vc sn xut m n lin, mt lnh vc hin nay ang c s cnh tranh rt gay gt th gi vng v th hay mun m rng th phn buc cc cng ty trong ngnh phi khng ngng nghin cu v cho ra i nhng sn phm c ci tin nhm tha mn ti a nhu cu ca ngi tiu dng. i sng ngi dn ngy cng c ci thin, nhn thc cng c nng cao.
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i vi mt hng thc phm, yu cu t ra khng ch no m cn phi m bo cht lng v khng gy hi n sc khe ngi tiu dng. Chnh v nm bt c yu cu ny nn trong thi gian gn y, cc cng ty tung ra th trng rt nhiu sn phm mi nh sn phm m lm t khoai ty Omachi ca tp on Masan, vi thng ip Rt ngon m khng s nng, ngoi ra cn c m lm t u h lan Osami, v c bit, mi y nht l sn phm m khng qua chin New Way ca cng ty Green Food. Chng ta c th d hiu v sao y li l sn phm ang rt ht hng hin nay. New Way l mt sn phm t ph trn th trng m n lin, phc v nhu cu sng khe ca con ngi trong nhp sng cng nghip nh hin nay. V khng s dng du chin nn m New Way trnh tuyt i c s oxy ho ca du n khi chin nhit cao - nguyn nhn tim n ca cc cn bnh him ngho nh ung th, tiu ng . 4. Mi trng nhn khu hc: Bo co Tnh hnh Dn s Th gii 2010 cua Lin Hip Quc, dn s Vit Nam hin la 89 triu ngi va se tng ln 111,7 triu ngi vo nm 2050. Vit Nam hin ng th 14 trong s nhng nc ng dn nht th gii. V Tng cc Thng k cng va cho bit: Dn s trung bnh c nc nm 2010 c tnh 86,93 triu ngi, tng 1,05% so vi nm 2009, bao gm dn s nam 42,97 triu ngi, chim 49,4% tng dn s c nc, tng 1,09%; dn s n 43,96 triu ngi, chim 50,6%, tng 1%. Trong tng dn s c nc nm 2010, dn s khu vc thnh th l 26,01 triu ngi, chim 29,9% tng dn s, tng 2,04% so vi nm trc; dn s khu vc nng thn l 60,92 triu ngi, chim 70,1%, tng 0,63%. T l gii tnh ca dn s nm 2010 mc 97,7 nam trn 100 n. Nm 2009, t l ny l 97,6/100. Theo s liu thng k th ngi tiu dng Vit Nam s dng n 5 t gi m n lin mi nm v vi tim nng gia tng dn s nh trn, th theo
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d bo mi nht, Vit Nam c xem l mt trong nhng nc tiu th m n lin nhiu nht chu vi sn lng s tng ln khong 6-7 t gi trong vng 3 nm ti. Vit Nam l mt th trng bo b i vi ngnh sn xut m n lin, chnh v m th vic cnh tranh ginh th phn gia cc doanh nghip trong ngnh l ht sc gay gt. y l c hi cng l thch thc i hi cc doanh nghip phi c nhng sn phm cht lng, c o cng nh nng cao kinh nghim trong vic qun l v thc thi cc chin lc c tt hn. III. Chu k ca ngnh sn xut m n lin: 1. Giai on pht sinh v tng trng: Vifon l mt trong nhng nh my u tin ca Vit Nam sn xut m n lin t trc nm 1975. Sau nm 1975, nhng thng hiu hng u trong lnh vc m gi phi k n Vifon, Miliket, Colusa, vn l nhng nh my sn xut m gi trc thuc Nh nc v qu quen thuc vi ngi tiu dng t thnh th n thn qu trong nhng nm khan him lng thc, hng ho ca thi k bao cp. Mt th trng c quy m khng ln nhng hu nh cng khng c cnh tranh, nn phn ln cc thng hiu m n lin thi tip cn vi ngi tiu dng ch yu c tnh tin li v thng qua h thng phn phi ca cc hp tc x thng mi. 2. Giai on ti cu trc: Trong giai on ny, th trng bt u bng n v mt xu hng pht trin sn phm mnh m v tip th hnh nh, truyn thng thc s xut hin khi lin doanh sn xut m gia Vifon v mt doanh nghip Nht Bn vo nm 1993, Vifon Acecook hnh thnh v pht trin th trng Vit Nam. Cng khon thi gian , hng lot cng ty nh Thc phm cng ngh Chu, Cc thng hiu m n lin Vit Nam kh nhiu vi hng trm nhn hiu. S cnh tranh trn th trng cng kh quyt lit c gia cc doanh
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nghip Vit Nam, cc doanh nghip u t nc ngoi ti Vit Nam. Tuy nhin, nhng anh c trong th trng phi k n Vina Acecook, Asia food, Vifon, Si Gn Wevong, Miliket, Vit Hng, Afotech. Ngnh cng nghip sn xut m gi ngy cng kh khn hn v c rt nhiu doanh nghip tham gia. n nh c gi thnh sn phm, tng tnh cnh tranh, ngoi vic cng ty phi khng ngng u t cc dy chuyn sn xut hin i th nh mc hao ht trong tt c khu phi duy tr mc di 1%. Ngoi ra, ngi tiu dng Vit Nam cn c nhiu la chn thay th ng gi cho sn phm m n lin m cng khng km phn tin li nh mng li bn hng rng khp nh ph, h tiu, cho, xi, bnh, cm tm, v.v hay cc sn phm ph n lin, min n lin IV. Cc nhn t then cht cho thnh cng: Cht lng: Cc thng hiu thnh cng trong lnh vc m n lin phn no to ra c mt gi tr nht nh phc v ngi tiu dng. Trc ht, phi k n Vina Acecook, thng hiu hng u trong lnh vc ny. Vina Acecook nhn mnh n yu t cht lng c bo chng bi cng ngh Nht Bn. L do tin v thng ip ca Acecook l kh r rng. Acecook l mt cng ty n t Nht Bn, quc gia sn sinh ra m n lin. Bn cnh , Acecook cn khng ngng ch trng n an ton v sinh thc phm thng qua cc tiu chun cao v cht lng, qun l nh IFS, HACCAP, ISO. Chu l mt thng hiu theo ui kh thnh cng. Chu xc nh v th ngi theo ui ngay t u nn kh nht qun trong thng ip nh cao ca cht lng lun nhn mnh v my mc nh xng, cng ngh ca Nht Bn. Gi c:
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M tm n thun l sn phm tin li. Tuy nhin, cc dng sn phm cng c phn ha kh r rt. phn khc bnh dn, gi ca mi gi m khong 1.500 - 2.000 ng; phn khc cp trung ang c bn vi mc gi 2.500 - 3.500 ng/gi; loi cao cp c gi t 5.000 n hn 10.000 ng/gi. Trong cuc ua v chng loi v gi c, cc sn phm ca Vina Acecook (100% vn Nht Bn) ang dn u vi khong 65% th phn. Ngay sau l Asia Food (100% vn trong nc) chim hn 20% th phn vi cc thng hiu Gu , Hello, Vifood, Ho Hng, Osami, mi y nht l Trng Vng. Ti cc siu th, trung tm thng mi, ca hng, ch, sn phm m gi ca Vina Acecook, Asia Food, Vifon, Uni-President, Massan, Miliket ang chim lnh hn 90% th phn vi hng trm nhn hiu khc nhau. l cha k hng chc nhn hng nc ngoi ang hin din khp ni, to s phong ph cho th trng c v bao b, mu m ln gi c. Ngnh cng nghip sn xut m gi ngy cng kh khn hn v c rt nhiu doanh nghip tham gia. n nh c gi thnh sn phm, tng tnh cnh tranh, ngoi vic cng ty phi khng ngng u t cc dy chuyn sn xut hin i th nh mc hao ht trong tt c khu phi duy tr mc di 1%. Chnh sch marketing hiu qu: iu d nhn thy th trng m gi l cht lng v khu v ang c dn dt bi cc phng tin truyn thng. Ni cch khc, sn phm no c qung co nhiu, bi bn s tm thi thng th trong cuc chi. in hnh nht l 2 loi m c thng hiu na n nhau l Osami v Omachi, c tung ra thi im gn st nhau, song Omachi rt thnh cng trn th trng vi thng ip khng s nng v c lm t khoai ty. Thnh phn ca Osami c ghi kh r, lm t u H Lan nhng vn b Omachi nh bi.
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Mt chuyn gia phn tch, b qua vic thm nh c 2 sn phm ny c s dng nguyn liu t khoai ty hay u H Lan hay khng v vi hm lng bao nhiu, song xt v gc dinh dng, chc chn u H Lan s ngon v b hn khoai ty. Cha k v mt cm quan ca sn phm (mu sc si m, hng v, dai) Osami c phn ln lt Omachi nhng thc t th Osami vn khng thng c Omachi. V. Cc lc lng dn dt ngnh: Ci tin sn phm: ng v mt kinh t - x hi, mt doanh nghip mun tn ti trn th trng phi c kh nng lm tho mn nhng khch hng ca n. V tha mn tt nht nhng nhu cu vic ci th ci tin sn phm l ht sc quan trng i vi ngnh sn xut m n lin. Bi nhiu l do sau: Sn phm l yu t quyt nh li nhun c bn. Sn phm mi rt cn thit cho s duy tr mc li cho cng ty. S gii thiu sn phm mi ti mt thi im hp l s gip cho x nghip duy tr c mc li nhun theo mun. S la chn tiu dng gia tng: Trong nhng nm gn y, nhng ngi tiu dng c quyn la chn sn phm rng ri hn. Khi m thu nhp c phn phi ca khch hng gia tng, v khi sn phm tr nn di do hn, nhng khch hng tho mn c nhiu nhu cu hn. in hnh l nm 2006, Masan tung ra th trng sn phm m n lin Omachi vi c im ni bt l c lm t khoai ty em li thnh cng cho cng ty trong lnh vc ny: chim 45% th phn cao cp, giai on 2006-2008 tng trng t mc 555% trong khi tc ca ngnh vo khong 19%.
Ton cu ha th trng:

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Trong lc th trng ni a ang din ra s cnh tranh ht sc khc lit, nhiu doanh nghip ln tm n con ng xut khu gia tng doanh s v li nhun. Hin ti, Acecook Vietnam, Vifon, Asian Food, Miliketch yu xut khu vo mt s th trng d vo c, ch yu l Campuchia (Acecook Vietnam v Asia Food chim gn 2/3 th trng ny) v ng u (Vifon). Tuy nhin, doanh thu t xut khu cng ch chim cha n 10% tng doanh thu ca mi doanh nghip. Trong khi , mt s th trng ln giu tim nng nh chu u, M, Mexico li khng d vo. Cc th trng ny c cc cng ty quc t ch yu l Nissin v Maruchan (Nht), Nongshin (Hn Quc), chim ng. l cha k n nhng kh khn c bn khc nh vn thu hi cng n, qun l cc nh phn phi ti th trng . Tuy nhin, doanh nghip sn xut m n lin ca Vit Nam khn kho hn trong vic chn lc i tng tiu dng trnh ri ro. Chng hn, vo M, nu khng c kh nng phc v cho 250 triu ngi M nh Nissin, doanh nghip c th hng vo i tng Vit kiu hoc ngi Mexico ti M (y l 2 nhm i tng tiu dng ng, c khu v hp vi nhiu sn phm m n lin Vit Nam). D vy, doanh nghip ny vn cho rng, th trng nc ngoi cn thi gian chinh phc, trong khi chic bnh th phn ni a vn cn mu m.

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