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Bai Tap Nhom Mon Quan Tri Chien Luoc_cong Ty Vinamilk

Bai Tap Nhom Mon Quan Tri Chien Luoc_cong Ty Vinamilk

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Quan

tr! chien luvc
CONG TY SUA VINAMILK

I.

TONG QUAN VE CONG TY

~

~

A

1.1. Ljch su hinh thanh •

va phat

trieD
co ten la

Nam 1976, hie mOi thanh l~p, C6ng ty SCra Vi~t Nam (VINAMILK)

C6ng ty SCra - Ca Phe Mien Nam, true thuoc TOng Cl)C thuc pham, bao gam 4 nha may thuoc nganh che bien thuc pham: - Nha may SCra Thong Nhat; - Nha may SCra TrUong ThQ; - Nha may sCra Dielac; - Nha may Ca Phe Bien Hoa, • Nam 1982, C6ng ty SCra - Ca phe Mien Nam dU<;1cchuyen giao ve BQ C6ng

nghiep thuc pham va dOi ten thanh Xi nghiep Lien hi~p SCra - Ca phe - Banh k~o I.
• may Nam 1989, Xi Nghi~p Lien Hi~p Sera - Ca phe - Banh k~o I chi con 3 nha

true

thuoc:

- Nha may SCra Thong Nhat. - Nha may SCra TrUong ThQ. - Nha may sCra Dielac. • Thang 3/1992, Xi Nghiep Lien Hi~p Sera - Ca phe - Banh keo I chinh thtrc - true thuec BQ C6ng nghiep

dOi ten thanh C6ng ty SCra Vi~t Nam (VINAMILK)

nhe, chuyen san xuat, che bien sera va cac san ph am tir sera.

GVGD: Nguyen Phiflm Tuyel Anh

Trang 1

Quan

tr! chien luvc
Nam 1994, Cong ty SCra Vi~t Nam (VINAMILK) da xfiy dung them mQt nha

may sera

a Ha NQi de

phat trien th] trLfong ti;ii mien Bac, nang tOng sO nha may

true

thuoc len 4 nha may: - Nha may SCra Thong Nhat. - Nha may sCra Trl10ng ThO. - Nha may sCra Dielac. - Nha may sCra Ha NQi.

Nam 1996, Xi nghiep

Lien doanh Sera Binh Djnh ti;ii Quy NhOn ra dOi, gop

phan thuan lQi khu

dua

san pham Vinarnilk phuc vu rQng khap den ngLfoi tieu dung

vue

mien Trung.

Nam 2000, Cong ty da tien hanh xfiy duog them: - Nha may sera Can ThO. - Xi nghiep Kho v~n.

Thang 12/2003, Cong ty chuyen

sang hinh thtrc Cong ty cO phan, chinh thtrc

doi ten la Cong ty Co phan Sera Vi~t Nam. • Thang 04/2004: Cong ty sap nhap nha may sCra Sal Gon (SAIGONMILK),

nang tOng vOn dieu l~ cua Cong ty len 1.590 ty dong • Thang 06/2005: Cong ty mua li;ii phan vOn gop cua dOi tac trong Cong ty Sera

Binh Djnh va sap nhap vao Vinamilk • Ngay 30106/2005: Cong ty khanh thanh nha may sera Ngh~ An

Nhftng thanh tich do di[Jt uvc: d
Triii qua qua trinh hoar dQng va phat trien gan 30 nam qua, Vinamilk da trO thanh mQt doanh nghiep dan dau cua nganh cong nghiep che bien sCra ti;ii Vi~t

Nam. Nhfrng danh hi~u Vinarnilk da dLfQc nhan la; - Danh hi~u Anh Hung Lao DQng. - Huan chtrong Lao dQng hang nhat, nhi, ba. - Lien tiep dirng dau "Topten hang Vi~t Nam chat IUt;mgcao" ur 1995 - 2004 (do ban doc bao Sai Gon Tiep Th] binh chon).

GVGD: Nguyen Phiflm Tuyel Anh

Trang 2

Di~n thoai: (08) 9300 358 Fax: (08) 9305 206 . banh. Tp HO Chi Minh . .Ten viet tat: VINAMILK .Email: vinarniIk@vinarniIk.Tru so: 36 .000 VND (MOt ngan nam tram chin mtroi ty dong).Thang 9/2005: Huan chuong DOc I~p hang ba do chu tich nLfOcTran Duc LUang trao t~ng vi da co thanh tich xuat sac trong san xuat kinh doanh 5 nam lien 2000 . hoa chat va nguyen li~u. .vn V6n £lieu I~ cua Cong ty Sera Vi~t Nam hi~n nay: 1. sCrad~u nanh. bOt dinh dLfong.com. Tp.Logo: . v~t nr.Giai thUong sang tao khoa hoc cong nghe cua To chtrc sa hiru tri tu~ the giOi (WIPO . Nganh nghe kinh doanh .u tir nam ve Cong ty ngay 01 thang 10 nam 2003 cua BO Cong nghiep ve vi~c Cong ty Co phan SCraVi~t Nam dLfQcthanh I~p tren cO sa quyet dinh s6 155/2003QD-BCN chuyen Doanh nghiep Nha nUOc Cong ty Sera Vi~t Nam thanh Cong ty Co phan Sera Vi~t Nam. sera uroi.000.000. Giay Chung nhan dang ky kinh doanh Cong ty s6 4103001932 do So Ke hoach va Dau ur TP HO Chi Minh cap ngay 20/11/2003.World Intellectual Property Organization) nam 2000 va nam 2004.vinarniIk.Kinh doanh thuc pham cong nghe.Quan tr! chien luvc .Web site: www.com.Van phong giao dich: 184-186-188 Nguyen Dinh Chien.Ten day du: Cong ty Co phan Sera Vi~t Nam . Quan 1.2004.San xuat va kinh doanh sera hOp. Quan 3.590. HCM. thiet b] phu rung. sCrabOt. nUOc giai khat va cac san pham tCrsera khac. 1. . Cong ty Ia doanh nghiep Nha nLfOctrue thuec BO Cong nghiep.vn .2. GVGD: Nguyen Phiflm Tuyel Anh Trang 3 . Gi6'i thi.38 Ngo Duc Ke. . TrLfOcngay 1 thang 12 nam 2003.

.l sa chinh Cong ty Cophan sUa Vi~t Nam . in tren bao bi. cO' diu to chuc Cong ty: Trl.Dien thoai: (08) 9300 358 Fax: (08) 9305 206 CTY CO pl-1IANI SOAVINAMILK Chii rnhlinh cAN Tift 2. Kinh doanh kho bai. DUc. Qu~n Thu sCra chua uang. .San xuat va mua ban bao bi.Quan tr! chien luvc . sCra 12 Dia chi D~ng Van Bi. Cac dOn vi trllc thuQc SIT 1 Nhat DOn vi Nha may sCra Thang San pham chinh SCra d~c co dUong. kern. che uang.Phong kham da khoa.San xuat. . .phin . ben bai.38 Ngd Duc Ke.1. ia. do uang.Tru so: 36 . HCM Trang 4 GVGD: Nguyen Phiflm Tuyel Anh .1u. 2. mua ban san pham . cafe b rang. TP nrot tiet triing. thuc pham che bien. Bac xep hang hoa. . Quan 3.Kinh doanh nha.xay.hoa tan. Kinh doanh v~n tai hang b~mg 0 to.San xuat mua ban rU<. TP HO Chi Minh. mot giOi cho thuf bat dQng san.Van phimg giao dich: 184-186-188 Nguyen Dinh Chieu. nhua. Qu~n 1. sCrachua. Tp HO Chi Minh.

Nghe An 8 Nha may Sfra Ha NQi Tel: (84. sira uang. kern 7 Nha may SCia Ngh~ An Sera uroi ti~t trimg.P Quang Trung. bQt dinh dU'Ong danh cho tre em va ngU'oi lon. nU'oc ep tral cay xs Ctra La.Quan tr! chien luvc banh Flan.8) 8960725 Sera d~c co dU'Ong. tU'Oi ti~t trung. Thi chua. 8) 717 6355 Khu Cong Nghiep BH~n Hoa . sCia chua Djnh uroi ti~t trimg. giao nhan GVGD: Nguyen Phiflm Tuyel Anh . Quan HCM Thu £lLrc. sera chua. TP Trang 5 9 Xi nghiep kho v~n kern. sCia xa xa. banh flan V~n chuyen. sira d~u nanh. sera chua. sira uang.38) 949 032 DU'Ong Gia Sera d~c co dU'Ong. kern. TP sira d~u nanh. Nghi Thu. Ha NQi £IT: (84. Binh chua. Qu~n Thu £lLrc. nhua va thiec in 4 Nha may S CiaDielac Sera bQt. sira £IT: (84.4) 827 6418 32 £l~ng Van Bi.61) 836 115 ti~t trung. 2 Nha may Sfra Truong ThQ uroi tral ti~t trimg. nU'oc ep cay.56) 746066 £lU'ong Sao Nam. Lam. TP can ThO Tel: (84. sCia Khu Cong Nghiep Tra Noc.71) 842 698 KV1. sCia 32 £l~ng Van Bi. Q. Tan TP 3 Nha may SCia SID Gon flan Sera chua uroi ti~t trimg. tra va ca phe. phornai. banh 6 Nha Djnh may SCia Binh Sera chua. Tp Quy NhOn.8) 896 0727 Khu cong nghiep Thai HCM £IT: (84.TTnh £lOng Nai Hi~p. Tp.12. banh £IT: (84. 5 Nha may Sfra Can ThO Sera uroi £IT: (84. sera d~u nanh £IT: (84.

4) 9742 521 . Q Ninh Kieu. dam bao chat luong va an toan ve sinh thuc pham cao nhat.Chi nhcinh Ha N(Ji £lia chi: 191 Ba Trieu.2.Quan tr! chien luvc I 2. ngUOi.511) 897 222 Fax: (84. Tel: (84. (3) Thi tnrong: dong b~mg song CU'u Long.Chi nhcinh Da Nang £lia chi: 175 Trieu NCrVUOng . te luon co uy tin khoa ht}c v6'i chat luvng hUOng t6'i sf:l' dcip ling hoim hao cho sUc khoe nguDi tieu dung". Cong ty Vinamilk: "Mang den cho khcich hang niem tin chat luvng clla san pham dinh dUCmg" NQi dung eua balD tuyen bo su m~nh: (1) £lOi tuong khach hang: ba me. (4) MLrc dQ quan tam den cong nghe: rat cao. Ha NQi Tel: (84.Chi nhcinh Can Tho £lia chi: 86D Hung VlJ'Ong.8) 896 6673 thuong hi.71) 827 340 Fax: (84. TAM NHIN: "Trathanh I I I HeM £IT: (84. TP Can ThO Tel: (84. (2) San pham.511) 897 223 . £la Nang. pham dinh dUCmg. dich vu: Cac loai sCra.71) 827 334 II. Toa nha VINCOM B.4) 9742 520 .TP. tre em.9742512 Fax: (84. GVGD: Nguyen Phiflm Tuyel Anh Trang 6 .t Nam ve san ng uDi " III. va sUc khot! phl:'c vI:' cu(Jc song con su M~NH: quoc "San pham dinh dUCmg. Cac ehi nhanh eua Cfmg ty: .u hang dau tilli thi truang Vi.

ngudn cung On dinh. tin c~y. K 0 cong cluing: xfiy duog Phan tich mol tfU'ong kinh doanh I) Khai ni~m va muc dich mdi trU'Ong kinh doanh: A) Khai ni~rn: moi trucng kinh doanh la nhCrngyeu to. B) Muc dich: danh gia cac rui ro va cac cO hQi rna rnQt cong ty dOi mat va hQC each lam the nao de xac dinh rna hlnh ding nhu' van de/nhi~rn Vl:J d~n giai quyet. va cac quy trinh chu chct d~n thiet de rna hinh kinh doanh cua ho thanh cong han nCia. II) Cac yeu to trong mQi trU'Ong kinh doanh: A) Mdi tnrong vi rna: GVGD: Nguyen Phiflm Tuyel Anh Trang 7 . uy tin. (6) LQi the so vOi chi nhanh khac: Danh muc san pharn da dang va manh. kinh nghiern quan li tOt.Quan tr! chien luvc (5) Nguyen vong cua chi nhanh: LQi Ich cua ngU'oi tieu dung la muc tieu phat trien cua Vinamilk. nhCrng luc IlJ'Qng..ii anh hU'ong den heat dQng va ket qua heat dQng cua doanh nghiep. thiet b] cong ngh~ san xuat dar chuan qudc teo (7) MLrc dQ quan tam den hinh anh cua to chtrc thtrcng hieu chat ltrong.Nhfrng rui ro co the tac dQng den vi~c dat dU'Qcmuc tieu chien lU'Qcse dlJ'Qc danh gia va cac ke hoach se dlJ'Qctrien khai de xU ly cac rui ro nay. (8) Chinh sach nhan su: mol trU'ong lam vi~c la ngoi nha thLrhai cua nhan vien. nhCrngthe che . narn ben ngoai cua doanh nghiep rna nha quan tr] khong the kiern soat dtroc nhung cluing li. thircng hieu dU'Qc xfiy duog tOt..

chinh stich: . Vi~t Nam da thiet l~p quan h~ ngcai giao vOi 171 quae gia./ Hi~n nay.Quan tr! chien luvc 1) Chinh trio phtip luat. Van hoa xii hQi CTCP SUa Vi~t Nam Vinamilk Yeu to kinh te Van hoa xii hQi Yeu to kinh te .

io ngu6n thu trong nU'oc) GVGD: Nguyen Phiflm Tuyel Anh Trang 9 . Nguy cO lam phat cang ra rang hen neu tiep tuc thuc hien goi kich thich kinh te trong dieu ki~n rna chua co giai phap dai han hen de dam bao chac chan nguon vOn dat dU'qc hieu qua sinh IOi cao va co kha nang tai ti. . kinh doanh cua nUoc ta 2 thang dau nam 2010. cling nhu' nhirng yeu to thuan lqi va kho khan trong thai gian tOi. xang dau. ./ MLrcnhap sieu van con cao the hi~n vi~c phat trien cac nganh cong nghiep phu tro va chuyen djch cO cau hang xuat khau van con cham. 2) Nen kinh tif: Tren cO sO ket qua san xuat./ Cac quy dinh ve th] tnrong lao dong va quan h~ lao dong nham khuyen khich phat trien cac hoar dong san xuat kinh doanh trong pham vi xa hOi kiem soat dUqcThong qua cac ngu6n plnic lqi dam bao dap Lrngday du cac nhu cau song tOi thieu cho cac thanh vien trong xa hOi va ho khong phal chi tra cho nhirng plnic lqi do . TOng cue Thong ke dl! kien sO bO mOt 50 chi tieu chu yeu quy 1/2010 nhu' sau: ./ Nha nU'Octa cling thuc hien cai each h~ thong phap lu~t de dam bao an ninh./ NUOc ta hi~n nay ap dung cac chinh sach rna cira de phat trien kinh teo .( thach thtrc tiep theo la ap luc lam phat cao. Lam phat khong pha! la la van de cua nam 2009. xa hOi. nUoc.ii do cac nguyen nhfin gay ra lam phat b] tich lily ngay cang nhieu trong nam 2009. CV the. dieu chlnh tang IUOng va co the la ca nhirng nO luc phat hanh tien rna khong duoc cong bo chinh thtrc./ Lam phat van chua b] day lui va co nguy cO bung phat trO li. nhung nam 2010 hoan toan co the la mOt nam lam phat bung len trO li. tr~t nr va binh On chinh tr]. nhu' cac chinh sach hO trq lai suat lam tang trUong tin dung./ Hai goi kich cau kinh te nam 2009 da phat huy dUqc tac dung.Quan tr! chien luvc . . nOi long kiem soat gia mOt 50 mat hang nhtr di~n.ii vao nam 2010.

thue nhap khau mQt 50 mat hang sera co su' dieu chlnh tang kha manh.02 (sUa da hoac chua pha them dl10ng. ke ur ngay 28/9. chi 50 gia tieu dung binh quan 2 thang dau nam 2010 tang 8. Nha nl10c ho rro thue su dung dat nang nghiep va mien thu thuy IQi phi tren di~n tich tr6ng cO cho cac to chtrc. so vOi thang 12/2009 tang 3./ .J'kien tang khoang 24% so vOi quy 1/2009. Chinh sach thue: . ./ .Tong mire ban Ie hang hoa va doanh thu djch vu theo gia thuc te quy 1/2010 dl. can cac lo~i sera cung nhom nay nhung dong hQp vOi tOng trong IU'Qng nr 20 kg trO len dtrcc ap mire thue 5%. chi 50 gia tieu dung thang 02/2010 so vOi cung ky nam trl10c tang 8. bang 18./ Theo Thong tl1 162 do ThLr trl10ng BQ Tai chinh Do Hoang Anh Tuan ky ban hanh. Tuy nhien.35%. nganh cling g~p khong it kho khan do thue nhap khau tang. vOi cac chi 50 kinh te nhtr tren. .Quan tr! chien luvc .2 ty USD.96% so vOi thang tnroc. Nh~p sieu quy 1/2010 khoang 2.04% so vOi binh quan cimg ky nam 2009.9% so vOi cimg ./ chi 50 gia tieu dung thang 02/2010 tang 1. Chinh sach U'u dai dOi vOi ngU'Oi chan nuoi bo sira: . Trang do.3% kim ngach xuat khau. .46%. mQt solo~i sUa thuoc nhom 04. hQ gia dinh. co d~c diilchl1a pha them dl10ng hoac chat ngot khac thuoc nhom 04./ kY nam trl10c ./ Cac chinh sach uu dai thue khac thuc hien nhu' quy djnh cua Luat Khuyen khich dau ur trong nU'oc va cac lu~t thue hien hanh.Kim ngach xuat khau quy 1/2010 du kien quy 1 du kien dar 14. chat tao ngot khac) co mire thue len tOi 20% .20 se chju mtrc thue 3%. ca nhan chan nuoi bo sera .8 ty USD. ¢ GVGD: Nguyen Phiflm Tuyel Anh Trang 10 . nam 2010 se la cO hQi phat trien cho nganh./ Ke ur ngay 28/9/2009.TOng san pham trong nU'Oc (GDP) quy 1/2010 theo gia so sanh dtr kien tang khoang 5. . cac lo~i sUa va kern.7-5.6 ty USD./ lJu tien 3 nam dau ke nr khi b~H dau chan nuol bo sera. kim ngach nhap khau 16.

loi song tieu dung nglJ'Oi Vi~t Nam chuyen manh nr tam tieu dung cua mOt nU'oc nong nghiep ngheo sang loi song tieu dung cua xii hOi cong nghiep. Dieu d6. Dieu d6 dap Lrng ngay cang tOt nhu cau tieu thu cua xii hOi. Dieu d6 the hien ra nr nha to. tao thanh mOt loi song vua c6 tinh nhan lo~i.xli hOi: Du la mOt dat nU'oc con ngheo ve kinh te. Do d6. NhCrng phuong thtrc san xuat tren tien va hi~n dai cua the giOi dii rna mang va nang cao tam hieu biet cling nhu' phtrong thtrc hoar dong trong cac linh vue kinh te . Chi trong mOt thol gian rat ngan. cac dien hinh cong nghiep tien tien v.Ldi song tieu dung cua ngU'Oi Vi~t Nam 0 cac thanh phd len dang tung bU'oc dlJ'Qc nang len tir tieu dung cua cac nlJ'Oc Trang 11 phcit trien. chat lircng cao. dan vi song. khac phuc tam ur duy va thao tac cua nen san xuat nong nghiep. nang cao kha nang II/a chon tieu dung thea kha nang kinh te vi sa thich ca nhan.v. nang cluing len tam nr duy va thao tac cua nen san xuat cong nghiep. may vi tinh. vOi cac phtrong ti~n thong tin va giao thong hi~n d~i. san pham cua nen cong nghiep cao hau nhu' deu c6 mat trong tung gia dinh ngU'Oi dan thanh phO: tLr ti vi. Toan cau hoa la dieu ki~n cho vi~c trao doi xuat nhap san pham cua cac nen san xuat xii hOi tren the giOi. n6 dlJ'Qc hOi du cac d~c diem pham chat cling nhu' phong thai van hoa. quan ly xii hOi. khoa hoc. nhung 0 d6. cua cac nlJ'Oc phat trien dii den vOi Vi~t Nam. cac each thtrc to chtrc. Vi~t Nam du la nOi san xuat con yeu ca ve solU'Qng mat hang Ian chat ltrong san pham.tieu dung dU'Qc nang len cach thuc va trinh dO mOi keo GVGD: Nguyen Phiflm Tuyel Anh .Quan tr! chien luvc 3) Van h6a . do cO hOi cho sir phat trien doi song v~t chat va tinh than. giao luu van hoa. n6 dU'Qc nang len tam cao mOi het sire da dang thea tam nhin va th] hieu cua xa hOi cong nghiep.v. nhung nhc qua trinh trao doi san pham trong giao Iuu kinh te rna cluing ta c6 dU'Qc mOt th] trucng san pham phong plui. v. mOt mat. Loi san xuat . Thong qua hOi nhap kinh te. thu cong. cac mo hinh kinh te. Khi 10i san xuat dtrcc hi~n d~i hoa vOi each thtrc nang dong va hi~u qua thi mOt the giOi san pham phong phii vOi chat Itrong cao dlJ'Qc teo ra. cong nghe. 0 xx. chi trong khoang mOt vai thap nien cuoi the ky 0 vOi ti~n nghi sinh hoat hau het bang do di~n tLr cho den phU'Ong ti~n di l~i bang xe may. van minh tH~ntien the giOi. mat khac. vua d~m da ban sac Vi~t Nam. da dang. LOi tieu dung cua ngU'oi Vi~t Nam vlJ'Qt rat xa nhu cau va sO thich trU'oc day.xii hOi. tu lanh cho den video.

DOi mOi cong nghe chiet Ian sera bOt.Dau ur dOi mOi day chuyen dong bO san xuat sera d~u nanh. .Cong nghe va thiet b] thu mua sera uroi cua nong dan. thiic day nganh chan nuoi bo sera trong nUoc. . Tam li tieu dung cua ngLfai dan khong he bao thu. Hai la kieu dang phai thanh nha va tinh te. ba la cong nang hoat dong phal tien dung va tinh n~ng SLr dung phal lau ben.1c thay the bOi 10i sinh heat co nhip dii~ugap gap.1ngan s pham. . . tat ca cac dan vi thanh vien cua Vinarnilk da ap dung GVGD: Nguyen Phiflm Tuyel Anh Trang 12 .Dau ur dOi mOi cong nghe san xuat sera bOt say phun ur cong nghe "go" sang cong nghe "thOi khi".Thay dOi ·cong nghe quan ly chat luong san pham thea dOi tuong san pham sang quan ly chat Iucng thea he thong mang tinh khoa hoc nhu: ISO-9000-2000.Dau ur thiet b] mol hien d~i trong linh vue da dang hoa baa bi san pham. . dam baa thu mua het luong sera bo. . 4) Cong nghfJ: nen cong nghe tren the gioi hien nay ngay cang phat trien vLfc.. .Dau ur cong nghe thong tin va dieu khien nr dong chtrong trinh trong day chuyen cong nghe. nham kiem soat chat che cac thong sO cong nghe de tao ra san pham luon dat cac chi tieu chat lircng thea mong muOn va On dinh .Dau ur va dOi mOi cong nghe san xuat vO Ian 2 manh.Quan tr! chien luvc thea loi sinh hoar tucng irng. cluing ta co the thay la ngLfai tieu dung. HACCP (phan tich moi nguy h~i va kiem soar diem tOi han). Vinarnilk da dau ur phat trien nen cong nghe cua minh tOi trinh dO tien tien.1t d~c biet la cac cong nghe che bien nr khau san xuat. . nham On djnh chat ILfc. Qua viec dieu tra th] hieu tieu dung cua he thong cac sieu th] va mang IUOi ban Ie nhirng nam gan day. hien d~i cua the giOi. Loi sinh hoar kieu nong nhan gia day dUc. nang cao thai gian baa quan va dam baa ve sinh an toan thuc pham. che bien bac den dong goi va baa quan. nhat la lop tre danh gia cao nhfrng tieu chi nhu' sau khi lua chon mua hang hoa: MOt la ket cau (cau t~a) cua hang hoa hoac v~t dung phai hop lyva cang gon nh~ cang tOt.. Hien t~i.Cong nghe tiet trung nhanh nhiet dO cao de san xuat sera nroi tiet trimg. trong. .

TSS .4% (narn 12.4% cua nam 2008. ¢ ur a GVGD: Nguyen Phiflm Tuyel Anh Trang 13 .6% dan sO ca cO' diu dQ tuoi: 0-14 tuOi: 29.239. tlnh Lao Cai. Da Lat.262 nglJ'Oi (chiern 29.789. nCr 2.156.8% cua nam 2007 va mtrc 13. GDP binh quan dau nglJ'Oi nam 2009 dar khoang 1109/ nam.543) tren 65 tUOi: 5.6% (narn 1. co noi co khi h~u on dOi nhu tai Sa Pa. nCr 27.2%.. Tang trU'ong GDP 5. Ba Vi.763) 15-64 tuOi: 65% (nam 26. COD.807. Tuy nhien. SOn La .928. Tinh den thang 12/2009.098. m~c dii khi h~u nang am nhung nhin chung cac dieu ki~n nhien kha thich hop cho vi~c phat trien nganh chan nuoi bo lay sira d~c bi~t la cac tlnh Tuyen Quang. dong bQ. TV sO gi6'i tinh: 98.024 ngU'Oi.3%. HACCP va dang dau ur xfiy dung h~ thdng xU ly nlJ'Oc thai hi~n dat. tlnh Lam DOng.475. nang am. thap hen mire 14. co nOi thuoc khi h~u luc dia nhtr Lai Chau.568.524.2% (2009) nU'oc).714. ca nU'oc da co 48/63 dja phtrong dat chuan phO c~p giao due tieu hoc dung dQ tuOi va 56/63 dia phtrcng dat chuan phO c~p giao due trung hoc cO sa.374. dar cac chi tieu moi trlJ'ong cua Vi~t Narn ve BOD.1 nam tren 100 nCr TV l~ tang dan so: 1. 6) Dieu kien tUnhien: Khi h~u Vi~t Narn mang d~c diem cua khi h~u gio mila.. Lam Dong. SOn La thich hop trong cO cho chat lircng cao. Ngh~ An.307.573 nglJ'Oi (0 giO ngay 01 thang 4 nam 2009) So nU' gi6'i: 43.390) (2004 U'oc tinh) ( thea wikipedia) Ty l~ hQ ngheo chung cua ca nU'oc nam 2009 U'Octinh 12. So dan song 0 khu vl!c thanh thl: 25. (Nguon: "Cong nghi~p Vi~t Nam") 5) Nhiin khau hOc: Tong dan so: 85.Quan tr! chien luvc ISO 9000-2000.. Vi~t Nam dar mire tang trlJ'Ong cao nhat khu vue.. nCr 11.

Quan tr! chien luvc B) Moi trU'Ong vi mo: Ap luc gia nhap Ap ltrc canh tranh CTCPSOa VietNam ~ VlnamUk Ap luc thay the GVGD: Nguyen Phiflm Tuyel Anh Trang 14 .

Ap l. Quy mo doi tac: Fonterra la mQt t~p doan da qudc gia hang dau tren the giOi trong linh vue ve sCrava xuat khau cac san pham sCra.Quan tr! chien luvc 1) Mo hinh 5 ap tuc.!c c. sO can l~i thu mua nr cac hQ nang dan.Vinamilk nr chu dQng trong ngudn nguyen li~u sCiatlJ'Oi. Thanh Hoa vOi khoang 10. Tuyen Quang. 1. Hoogwegt International dong vai tro quan trcng tren th] trl10ng sCrathe gioi va diroc danh gia la mQt dOi tac Ian chuyen cung cap bQt sCracho nha san xuat va ngl10i tieu dung Chau Au noi rieng va tren toan the giOi noi chung.t~p doan nay nam giCr1/3 khoi lircng mua ban tren toan the giOi. Day chinh la nha cung cap chinh bQt sCrachat lirong cao cho nhieu cong ty nOi tieng tren the giOi cilng nhu' Cong ty Vinamilk. Lam Dong. Tetra Pak Indochina IProduct(s) Supplied Milk powder Milk powder rrins ~arton packaging machines and packaging Vinamilk co 4 trang trai nuoi bo sCra Ngh~ An. Ngoai ra. khong phu thuoc VaGnlJ'Oc ngoai. cong ty can co nhfrng doi tac la cac trang trai bo sCia trong ca ntroc. a a GVGD: Nguyen Phiflm Tuyel Anh Trang 15 . vo: han 40 nam kinh nghiem.000 con bo sCracung cap khoang han 50% luong sCratl10i nguyen li~u cua cong ty. Hoogwegt co kha nang dua ra nhCing thong tin dang tin c~y ve linh vue kinh doanh cac san pham sira va khuynh hl10ng cua th] trl10ng sCrangay nay.Dh tranh cua nha CUDgcap: SOIl10ng va quy rna nha cung cap: Danh such mQt sO nhd cung cap Ian cua Cty Vinamilk Name of Supplier Fonterra (SEA) Pte Ltd Hoogwegt International BV Perstima Binh Duong.

~ Vinamilk da han che dLfqc ap luc tir phia nha cung cap. kha nang thay the nha cung cap cua Vinamilk cling thap do san pham cua cac nha cung cap co chat ltrong cao.. chu ngu6n cung sera tLfOLVe bOt sera nguyen li~u. ur Thong tin nhd cung cap : Trang thai d~i hi~n tat thong tin luon la nhan to thiic day su' phat trien cua thtrcng mal.Vinamilk khong chju ap luc nr nha cung cap do quy rna va su sa hCru cac nguyen li~u chat luong cao va t~o vi the cao hen cac nha cung cap. Vi~t Nam. cluing toi co cac moi quan h~ lau ben vOi cac nha cung cap khac trong hen 10 nam qua.Vinamilk co the chu dLfqc ngu6n nguyen li~u sera nrot. Khach hang cua Vinamilk duqc pharr lam 2 nhom: +Khach hang Ie: cac khach hang ca nhan. Ap luc tCrkhach hang va nha pharr phOi the hi~n a nhfrng diem sau: GVGD: Nguyen Phiflm Tuyel Anh Trang 16 .. cac nha cung cap khac chua the dar dUqc chat lircng tucng dtrong.. d~i If..Hcn nera. +Nha pharr phdi: sieu th]. cong ty Vinamilk da tao ap luc cho phia nha cung cap ve chat ltreng nguyen li~u. sir t~p hop va vi~c sa hCru cac ngu6n ILfc quy hiem. ) se co rat it quyen luc dam phan doi vOi cac doanh nghiep mac du ho co sO luong Ian nhung ho l~i thieu to chuc. Ap l. chi phu thuoc vao ngu6n nguyen li~u bOt sira..Ngoai ra.. nha cung cap luon gay cac ap luc nhat djnh neu ho co quy rna . ur 2. thong tin ve nha cung cap co anh hLfong Ian tOi vi~c II/a chon nha cung cap dau vao cho doanh nghiep.!c c~nh tranh tit khach hang Khach hang la mOt ap ltrc canh tranh co the anh hLfong true tiep tOi toan bO hoar dong san xuat kinh doanh cua nganh. Kha niing thqy the san pham clla nhd cung cap : Vinamilk xay dung 4 nang trai nuoi bo sera. cong ty chua du kha nang thay the san pham bOt sera nguyen li~u. dam bao tinh canh tranh cong b~mg cho cac nha cung cap nho le nhung san pham co chat ltrong cao.. dam bao chat IUqng tOt cho san pham. Chinh vi the nhirng nha cung cap cac san pham dau vao nho Ie (Nang dan.Quan tr! chien luvc Ngoai Perstima Binh DUOng. tho thu cong . ve voi tat ca cac nganh. do cO sa v~t chat chua du dieu ki~n va kI thuat nen hien tat van phu thuoc vao nguon cung cua nLfOc ngoai.

.So Itrong ng110i mua: anh hLfOngtrue tiep den doanh thu.Ap lllc citlnb tranb tit dOi thu tiem an: Ap luc canh tranh nr cac doi thu tiem an phu thuoc VaGcac yeu to sau: sUe hap dan ella ngdnh: Nganh che bien sera hi~n dang la nganh co tl suat sinh l<. .1%/nam cua Trung QuOc). Th] trLfong sera n110c duoc danh gia la th] trl10ng co nhieu tiem nang tang trLfOngtrong nrong lai. .Su' khac bi~t hoa san pham.1c khac bi~t hoa doi vOi nhCrngsan pham cua su' doi thu va cac san pham thay the khac.1c dO toc tang trLfOngcao trong nhCrngnam tOi.Cong ty Vinamilk da han che dLf<. GVGD: Nguyen Phiflm Tuyel Anh Trang 17 . thap hen kha nhieu so vOi cac n110c chau A khac. . Th] trLfong sera trong nLfOcco the tiep tl:JCduy tri dLf<.1iva tOCdO tang tr110ng cao (Giai doan 1996-2006. va day cling la th] trLfong co bien l<.1c luc xuat phat ur khach hang bang each djnh gia hop If ap cac dong san pham cua minh va dua ra nhCrngthong tin chinh xac ve san pham dong thOi tao dLf<.MLrc dO t~p trung cua khach hang trong nganh. . do mire tieu thu sCrabinh quan dau ngLfoi cua Vi~t Nam hi~n tat van dang mire thap.Tinh d~c trung cua nhan hi~u hang hoa.Thong tin rna ngLfoi mua co dl1<. .Quan tr! chien luvc .1i nhuan kha hap dan.Dong cO cua khach hang. mire tang trLfong binh quan mOi nam cua nganh dar 15.1c.2%.2 kg/nam. 3.MLrc dO san co cua hang hoa thay the.vi the mac ca: khach hang co the so sanh san pham cung loai cua nhieu cong de tLrdo tao ap lire ve gia dOi vOi nha san xuat. . ~ ca nha phan phOi Ian ng110i tieu dung deu co vi the cao trong qua trinh dieu khien canh tranh tLrcac quyet dinh mua hang cua ho. chi thap hen so vOi toc dO tang tr110ng 16. MLrctieu dung sCrabinh quan cua Vi~t Nam chi dat khoang 11. tiem nang cua th] tnrong sCravan con rat Ian khi rna tieu dung san pham sCracua Vi~t Nam van con rat thap. .Tinh nhay cam dOi vOi gia./ a Ben canh do. .

II' cn '1.:].1Il!I I·' "L i. san pham sCia bQt trung va cao cap hien dang la nhom san ph am dan dau ve hi~u qua sinh IOi.ull:glr'iIIJI Lo#i~*~"~:.I_iI [~II!&.1:~[iI •• .~ . o:o.. tl Khi sCra thanh pham da xong. Nhii'ng rao can gia nhap nganh : C6ng doan quan tr] chat ltrong (KSC) nguyen li~u dau VaGva dau ra la het sire quan trong vi no anh hlJ'ong den chat 111Qngcua ng110i tieu dung..t:.8 kglng110i/nam tLrc la da tang gap 12 H~n so vOi nhCrng nam dau thap nien 90.a'1'V1:1:. vi~c pha che cac san pham ur sCra cling phuc tap vi cac l~ vitamin. tuy nhien mire sinh loi giCr cac nhom san pham co su' khac bi~t kha Ian. chat dinh dl10ng dlJ'Qc pha trQn thea ham 111Qng.!r:...Quan tr! chien luvc ve mire tieu thu sCra trung binh cua Vi~t Nam hi~n nay khoang 7. cac doanh nghiep sCra phal slr dung vo hQp dat tieu chuan de de dang v~n chuyen va bao quan.""" ~. nen co mire sinh loi thap nhat va dat khoang 12%/gia ban le. . Phan klnic th] trl10ng sCia d~c do nhu cau va th] hieu cua ng110i tieu dung ngay mQt giam dan. Trang khi san xuat. BVSC) Nhin chung nganh san xuat sCra tat Vi~t Nam co mire sinh IOi kha cao.I •. sCra n110c va sCra chua co mtrc sinh IOi dat khoang 30%/gia ban Ie..m (Nguon: Jaccar. vOi mtrc sinh IOi dar khoang 40%/gia ban Ie. GVGD: Nguyen Phiflm Tuyel Anh Trang 18 .-. Theo dl! bao trong thOi gian sap tOi mire tieu thu sCra se tang ur 15-20% ( tang theo thu nhap binh quan) m"~~~O ••••••• J.i..u:.

van chua co tieu chuan cu the. tieu dung . Nganh sera co h~ thong khach hang da dang tir tre nho den ngU'OiIan tUOi. V6n: MOt day chuyen san xuat sera co gia tr] trung binh khoang val chuc ty. chat ltrcng dau VaGcua cac cong ty chua cao. d~c bi~t la tieng noi cua cac bO. chi phi nguyen li~u . Caenguon ''Ie d~e thin Nguyen v~t 'i~u dau vao: phan Ian nguyen li~u dau VaGphai nh~p nr nU'Oc ngoai ( 80%). che bien sCra( theo Internet)... Vi~c tao l~p thtrcng hieu trong nganh sera cling rat kho khan do phal khang djnh dU'Qcchat lircng san pham cling nhu' canh tranh vOi cac cong ty IOn. dong gol. nang luc canh tranh vOi cac cong ty nU'oc ngoai thap.Quan tr! chien luvc Mo hznh quy trinn 2. ra rang cho nrng khau.. chi phi nhan cong. chat lircng nguon nhan lire chua cao va do cling la mOt rao can khong nho cho cac cong ty sera.. do la mOt khoan dau ur khong nho chua tinh den cac chi phi xay dung nha may. Tuy nhien.ii hoc chuyen nganh che bien thuc pham . Caeyeu t6thuong miiJi : Nganh cong nghiep che bien sera bao gom nhieu kenh tham gia nr chan nuoi. nganh van con rieng re dan den vi~c quy hoach nganh sera chua duoc nhtr mong muOn va gay nhieu cho cac cong ty trong khfiu san xuat va phan phdi d~c bi~t la cac cong ty mol thanh l~p. nha nU'Occhua the kiem soat gfH gao cac nguon dau VaG nguyen li~u sira. tiem nang th] tnrong Ian nhung yeu cau cua ngU'Oitieu dung ngay cang tang nen nganh sera dang chju ap ltrc khong nho nr h~ thong khach hang.Do do.. GVGD: Nguyen Phiflm Tuyel Anh Trang 19 . 3. Tuy nhien. Nguon nhan ''Ie eho nganh: hi~n tal nguon nhan luc cho nganh che bien cac san pham sera kha doi dao ur cac nong trai. che bien. cac truong di. 4.. Tuy nhien. den phan phdi.

nhung cac san pham nay ve chat ltrcng va dQ dinh dLfong khong hoan toan thay the dLfqc sera. ~ ~ Gia cit Chat ltrong .M~t khac. nganh sera hien nay co tiem nang phat trien rat lon. Van hoa.Do do.. ap luc canh tranh se tang nr cac doi thu tiem nang mol.. ~ Tom l~i. san pham sera la san pham dinh dl10ng be sung ngoai cac bira an hang ngay. nen mac dii dang a vi tri cao nhung nganh sera van phal doi m~t vOi cac ap ltrc san pham thay the nen lufm co gang cai tien nhCrngsan pham cua minh cho phu hop vOi th] hieu ng110i tieu dung. vOn va ngudn nguyen lieu dau vao. cac rao can cua nganh cling khong nho doi vOi cac cong ty d~c biet ve vOn va ki thuat che bien. 5. khong san pham nao co the thay the dl1qc sera./ .. do uong tang cLfong sire khoe. Tren th] tnrong co rat nhieu loai bQt ngii coc. ~ hien nay tren th] trLfong co rat nhieu san pham canh tranh vOi cac san pham sera nhtr tra xanh. Ap llle e~nh tranh tU san pham thay the: Cac yeu to canh tranh cua san pham thay the the hien nhu' sau: . thanh thieu nien va nhCrngng110i trung tuei . he trq phat trien cong nghe che bien va thay the dan cac nguyen lieu dau VaGnh~p nr n110c ngoai. vOi tre em... Ap llle e~nh tranh nQi bQ nganh: Cae yeu to anh huang den sll e~nh tranh trong nQi bQ nganh: + TInh trang nganh : Nhu cau cua ng110i tieu dung cac san pham sera ngay cang tang. cafe lon. .Quan tr! chien luvc Chinh sueh ella nhd nUDe doi vOi ngdnh sii'a:nha nLJ'Oc co nhfrng chinh da sach thiic day phat trien nganh sera nhu' khuyen khich rna trang trai nuoi bo sera./ ./ . cac lo~i nLfOcngot . Thi hieu ./ . d~c diem nr cac san pham thay the la bat ngo va khong the du bao dl1qc. Tuy nhien. 4.. do d~c diem van hoa va strc khoe cua ng110i Viet Nam. Trang tuong lai cong ty Vinamilk se co the dOi mat vOi nhieu dOi thu mOi den nr n110c ngoai do nen kinh te th] trLfong va str vl1qt trQi ve ki thuat.Tuy nhien.sera co tac dung Ian he trq sue khoe. tOc dQ tang trLfang hang nam cao va van dang tiep tuc tang (Giai doan 1996GVGD: Nguyen Phiflm Tuyel Anh Trang 20 . ".

.2%.. Nestle . Ba Vi .. GVGD: Nguyen Phiflm Tuyel Anh Trang 21 . Vinamilk va Dutch Lady hi~n dang chiem giCith] phan Ian IU'Qtla 16% va 20% .. mire tang trU'ong binh quan mOi nam cua nganh dar 15. + Th] phan trong cO cau nganh sCra: . .SI! canh tranh cua cac san pham sCianU'oc va sCrad~c nh~p khau gan nhu' khong dang ke . ./ SCiangoai nhap nr cac hang nhu' Mead Nguon: Dairy Vietnam. Hanoi Milk. vOi cac san pham chu yeu la sCrabOt. Ba vi. cac cong ty sira nU'oc ngoai nhu' Abbott. Abbott. dang chiem gan 60% th] phan./ Thi tnrong sCianU'oc dU'Qcdanh gla la th] truong co nhieu tiem nang tang trU'ong trong tU'Onglai. Tren th] trucng sCiabOt.Quan tr! chien luvc 2006. Th] tnrong cac san pham sCiad~c dU'Qcdu'bao co tOc dO tang trutrng cham han do tiem nang th] trU'ong khong con nhieu./ Con l~i 19% th] phan thuoc ve khoang tren 20 cong ty sCiaco quy rna nho nhtr Nutifood. Dutch Lady. Johnson. -/ Phan khuc thj trUang sira d~c va sira nuac chu yeu do cac cong ty trong nuac nam giil: Chi tinh rieng Vinamilk va Dutchlady.. cac loai sCranhap khau chiem khoang 65% th] phan. phan con l~i chu yeu do cac cong ty trong nU'oc khac nam giCr. .1 %/nam cua Trung Quoc). va day cling la th] truong co bien IQi nhuan kha hap dan. 2 cong ty nay da chiem khoang 72% th] phan tren th] trU'ong sira nU'oc va gan 100% th] tnrong sCrad~c. -/ Sila bQt hi~n dang IiI phan khuc C?lnhtranh khoc li~t nhat giCracac san pham trong nU'oc va nhap khau. ./ Hi~n nay cac hang san xuat sCratrong nU'oc con dang chju sire ep canh tranh ngay mOt gia tang do vi~c giam thue cho sCiangoai nhap thea chinh sach cfH giam thue quan cua Vi~t Nam khi thuc hi~n cac cam ket CEPT/AFTA cua khu vue ASEAN va cam ket vOi To chtrc Thircng mai the giOi WTO. chiem khoang BVSC 22% th] phan. Nam . + Cau tnic cua nganh : nganh sCracua Vi~t Nam la nganh pharr tan do co nhieu nha san xuat nhu' Vinamilk. cac cong ty sira co quy rna nho nhtr Hanoimilk. ./ Tinh th] phan thea gia tr] thi Vinamilk va Dutch Lady (mOt lien doanh vOi Ha Lan co nha may d~t tat Binh DU'Ong) hi~n la 2 cong ty san xuat sCraIan nhat ca Th] phan nganh sCraVi~t nU'oc. dong thOi bien IQi nhuan cua cac san pham sira d~c cling nrcng dOi thap so vOi cac san pham sCrakhac. chi thap han so vOi toc dO tang trU'ong 16.

nha trc ./ Chinh phu ./ Cac hiep hQi . khi mQt cong ty muon nit khoi th] truong sCiathi se g~p kho khan trong viec thu hoi van dau ur nhu' may moe./ Cac rang bUQc chien luoc. ./ Rao can ve cong nghe./ Rang buoc vOi chinh phu. ke hoach: Day la ap luc khong dU'qc de c~p true tiep ngay trong rna tr~n nhung trong quyen sach " Strategic Management & Business Policy" cua Thomas L./ Rang buec vOi nglloi lao dQng : . + Cac rao can nit lui (Exit Barries) : .... nhung cac cong ty co th] phan Ian nhu' Vinamilk. cac doanh nghiep khac co the soan thao van ban de ban dU'qc hang . cac to chirc lien quan (Stakeholder) : ../ Complementor (Tarn hieu la nha cung cap san pham bo sung cho mQt hoac nhieu nganh khac: Microsoft viet phan mern de cho cac cong ty ban dllqc may tinh. Wheelen va 1.) tm MOi lien quan cua 5 ap luc den doanh nghiep: GVGD: Nguyen Phiflm Tuyel Anh Trang 22 . do do./ Co dong ./ Cac chu nq./ CQng dong . thiet b]. David Hunger co ghi clni ve ap luc tir cac ben lien quan m~t thiet. Dutch Lady ( gan 60% th] phan) khong du sire chi phOi nganh rna ngay cang chiu su canh trah manh me cua cac hang khac d~c biet la cac hang sera den nr nllOc ngoai. .Quan tr! chien luvc Nestle . van dau ur :chi phi dau ur ban dau cua nganh sera rat cao.

. nglJ'Oi mang thai.100d. tre em mang trong minh ba quyen luc vOi th] trUong: kha nang chi tieu true tiep.MQi dOi tuong deu co the SLr dung san pham cua Vinamilk. Cac san pham thong dung cua Vinamilk co mtrc gia kha thap ( sCrachua co gia dao dong ur 3. sCrauroi co gia dao dong tir 2.pang Tha.Quan tr! chien luvc Doi thf frem an Be d..cu Djcb L__ thrrcjcua s.400d den 4. I C.oa cue cac d oi t'hu chua x'uat hi¢fi N'he. sCiabOt cho tre em.../ Trang nr duy cua marketer. GVGD: Nguyen Phiflm Tuyel Anh Trang 23 ./ Nhieu nha nghien cuu da thira nhan dmg kha nang nhan dang thuong hi~u hay thoi quen da hinh thanh trong tuOi tho se W~p tuc anh hUang.n ~ Canh tranh no. tre em chinh la th] tnrcng tucng lai. b6 nqanh I Qtryen dam phan I lrrc Keach "" I __j "hi. ). th~m chi chi phOi nglJ'Oi tieu dung khi ho da trUang thanh. nglJ'Oi lon . ngUoi than trong gia dinh. tre em..700d den 4. .an p ham 'vu thay th@ san pham they I ttle I 2) Khcich hang: (a) Ca nhan: ../ Thu nhap: cac san pham cua Vinamilk deu co mere gia hop li cho tung doi tucng nglJ'Oi tieu dung./ DO tuOi: khach hang cua Vinamilk khong phan bi~t tUOitac do cong ty co nhieu san pham danh cho tung dO tUOikhac nhau nhu: sCranroi cho gia dinh. (b) Tiem nang: . kha nang anh hlJ'ang tOi chi tieu cua bo me.700d. __ C'anh trartbqiu-a cac doanh nghi$p dangco m~t tren thl tla. phan ph6'.pg If----------I Quyfutll)'C d am p ha. .

BaVi . sCrabOt.1c an v hoa tieu dung cua ngUoi dan. co uy tin. • Hieu ra dU<. • Khong quan li duoc chat IU<. Ba Vi . cac cong ty sCranU'oc ngoaf] Nestle. • Cong ngh~ san xuat kha hi~n dat. 3) nO.. Abbott . • san pham chua da dang.. ngoai muc tieu thu hut khach hang cua doi thu. Diemyeu • ChUa ur chu duoc nguon cung nguyen li~u. ). s • Chat IU'<. cac cong ty sera trong nU'oc( Hanoimilk./ Noi each khac. Vinamilk con co mOt chien IU<.. Bang phiin tid: doi thu Dutch Lady Diemm~nh • ThUOng hi~u manh.1nghua On dinh.1c an v hoa tieu dung cua ngUoi dan. • Cong ngh~ san xuat hi~n dat. quan u • Tam nhin con nhieu han che • ChUa ur chu duoc • Thieu kinh nghiem GVGD: Nguyen Phiflm Tuyel Anh Trang 24 . • Tu' tao rao can doi vOi cac hO nuoi bo sCra.Quan tr! chien luvc . nhCrngdLra tre hom nay chinh la ngU'Oitieu dung trong tucng lai. • san pham da dang. Cac cong ty sera khac trong nU'oc (Hanoimilk. • Gia ca hop li • Chua t~o dU<.1c thtrong hi~u manh. s • Chat IU'<. • Chua co duoc thi phan Ian tal phan khuc . ).1c ai han quan trong khac: thu d hut nhirng doi tucng tiem nang chua gia nhap th] trucng. c • Chat IU'<...1ngan pham cao. • H~ thong cham soc khach hang tOt • Gia ca hop li. • H~ thong phan phoi rong khap.1ng gu6n n nguyen li~u. thil canh tranh: (a) Doi thu canh tranh hi~n hfru: Vinamilk hi~n tat co 3lo~i doi thu: Dutch Lady..1ngan pham cao. ) • Hieu ra dU<.

cac thuc pham chtrc nang nhung gia ca cao va kh6ng the thay the dLf<. r chinh tr] • Co nguon van manh • Gia ca cao.Cac san pham thay the ca the la cac lo~i bQt ngu coc. Tins Carton packaging Tetra Pak Indochina machines GVGD: Nguyen Phiflm Tuyel Anh and packaging Trang 25 . Cac c6ng ty sera n110c ngoai ( Abbott. Nestle. • san pham da dang • Tat ca cac san pham phal nhap khau. dl1<. ¢ 4) San pha'm thay the: Tinh hinh san pham thay the hi~n nay kh6ng qua phuc tap.. • Kenh phan phdi Ian • C6ng ngh~ san xuat hi~n dai • C6ng nhan co tay nghe cao Th110ng hi~u • • (b) DOi thu canh tranh tiem nang. . chua du strc canh tranh vOi san pham sera.. kinh nghiern va c6ng nghe. thuc pham chtrc nang nhtr IMC.1t pham tot.cac c6ng ty chuyen san xuat cac san pham thay the nhtr bQt ngil coc. 5) Nhd cuny cap: cac nha cung cap cua Vinarnilk gem co: Name of Supplier Product(s) Supplied Fonterra (SEA) Pte Ltd Milk powder Hoogwegt International Milk powder BV Perstima Binh Duong.1c sera.1cao can van hoa.. th] tr110ng canh tranh ngay cang gay gfH va xuat hi~n them nhieu dOi thu manh ca ve van.Quan tr! chien luvc nguon cung nguyen li~u. nhung tiem nang chua manh.. BIBICA. • H~ thong phan phdi con han che. DOMESCO. . ) Chua hieu ra th] manh tnrong moi qua • Chat Itrong san • Chua vLf<.

03 0.05 0.8 0.1 0.09 0.04 0.15 0.09 0.06 0.07 0.3 0.08 0. GVGD: Nguyen Phiflm Tuyel Anh Trang 26 .03 0.03 0.07 0.4 0.1 1.Tuy nhien.87 cho thay kha nang phan Lrngcua Vinamilk kha tOt.3 0.87 0. quy djnh cua nha nUOc Cac doi thu ur nUOc ngoai Tinh hinh kinh te the giOi bien dong Cac bien dong trong nganh TOng cong ¢ Phan loai 4 3 1 3 4 2 2 3 3 2 2 3 3 So diemquan trong 0.1 0.14 0.Quan tr! chien luvc Nguon sCrauroi dlJ'Qclay nr cac tranh trai trong nUoc.09 0.3 2.2 0. ¢ Vinamilk dang 0 vi the ngang b~mg vOi cac nha cung cap cua minh 6) Bang rna tran cae yeu to ben ngoai: Yeu to ben ngoai chu yeu MLrc quan trong Chat Itrong nguyen li~u dau VaG Gianh~pWTO Thue suat Tam u khach hang Tiem nang th] trlJ'ong con cao Khung hoang kinh te dan phuc hoi Tinh hinh chinh tr] On dinh SI! gia tang cua sOIlJ'Qng san pham thay the SI! phat trien cua KH-KT Cac chinh sach.07 0.00 TOng sO diem la 2.15 0. Vinamilk nen kiem soat va thea doi cac tong tin nay de phat trien On dinh hon. III) Ket luan: Vinamilk phai c6 nhCrngchien IUQc de cung cO vi tri kinh doanh hi~n tat va doi ph6 VOicac nguy cO trong tlJ'Ong lai. cac yeu to dau VaG va str gia tang cac san pham thay the anh hucng IOn den cong ty.03 0.

Quan tr! chien luvc GVGD: Nguyen Phiflm Tuyel Anh Trang 27 .

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