H v tn: Nguyn Trung Kin MSV: CQ511842

Bi tp s 2 Chn mt t chc m em quan tm. Vn dng quy trnh phn tch mi trng v mt s m hnh ph hp nhm xc nh c hi, e da t mi trng bn ngoi i vi t chc v im mnh im yu i vi t chc. Theo em t chc cn phi lm g nhm vn dng c hi v vt qua s e da i vi im mnh, im yu ca mnh?

1. T chc la chn: Cng ty c phn Viglacera H long Tr s chnh : Phng H Khu.tp H Long,tnh Qung Ninh Tel: 84.33.3 845 927 Fax: 84.33.3 846 577 E-Mail: halongceramic@hn.vnn.vn Website: http://www.Halongceramic.com.vn Ph trch kinh doanh ni a: in thoi/fax: 033.3 8459 27 Ph trch xut khu: in thoi: +84 33. 3 841 807 Fax:+ 84 33.3 820 668

1.1 Chi nhnh ti H Ni Showroom 1: 21 Lng h Tel: 84.4.5144269

Fax: 84.4.5144269 Showroom 2: 32 Hong Quc Vit Tel: 84.4.7543020 1.2 Chi nhnh ti Nng Showroom : L 5, T 7, ng 29 Phng Ha Cng, Qun Hi Chu, TP. Nng Tel: 84.511.611170 Fax: 84.511.611170 2. Cng ty c phn Viglacera H long tin thn l Nh my gch H Long, doanh nghip c thnh lp v hot ng theo giy chng nhn ng k kinh doanh s 070376 ngy 20/8/1978 do S K hoch v u t tnh Qung Ninh cp. Cng ty chuyn i sang m hnh Cng ty C phn v hot ng theo Giy chng nhn ng k kinh doanh s 0103020425 do S K hoch v u t Tnh Qung Ninh cp ngy 30/10/2007. Trong qu trnh hot ng, Cng ty 4 ln c S K hoch v u t Tnh Qung Ninh cp b sung giy Chng nhn ng k kinh doanh ph hp vi tnh hnh hot ng ca Cng ty. Ngnh ngh kinh doanh ca Cng ty: - Hot ng kinh doanh chnh: sn xut, khai thc, t vn, thit k, ng dng v chuyn giao cng ngh sn xut vt liu xy dng; kinh doanh t liu sn xut v tiu dng; khai thc v ch bin khong sn; u t xy dng cc cng trnh dn dng, cng nghip, k thut h tng th, khu cng nghip; vn chuyn hng ha; i l xng du; xut nhp khu; Du lch, thng mi.

3. Phn tch mi trng bn trong da trn cc chc nng ca t chc 3.1 Phn tch ti chnh
a. 1 . TIN Ch s s dng 31/12/2011 01/01/2011

VND Tin mt tiqu Tin gi ngn hng Tin ang chuyn Cng 50.168.986 33.402.124.581 33.452.293.567

VND 101.716.703 11.687.731.470 11.789.448.173

b. - Kh nng thanh ton: H s thanh ton tc thi = tin mt / n ngn hn = 33.452.293.567/ 1.232.731.709.678 0,04 trong ngn hn cng ty c th gp ri ro v ti chnh v kh nng thanh ton tc thi c h s < 0,5 - Kh nng sinh li: T s li nhun rng trn doanh thu = li nhun sau thu / doanh thu = 2.150.571.051 / Li nhun sau thu TNDN qu 3 nm 2010 t: 35.292.710.874 VN Li nhun sau thu TNDN qu 3 nm 2011 t: 21.476.201.624 VN 3.2 phn tch Marketing ch tiu s dng: sn phm, gi c, chnh sch pht trin a. sn phm V Sn xut vt liu xy dng Sn phm phong ph a dng:tm p tng,bc thm Dubai, Gch p chn tng,gch lt nn,pallat,gch ngi trang tr,cotto.gch xy,

Ngoi ra,cng ty cn t vn, thit k, ng dng v chuyn giao cng ngh sn xut vt liu xy dng. >>nh gi:sn phm sn xut phong ph,a dng,em li nhiu s la chn cho ngi tiu dng, b. gi c Khi a gi bn ra ngoi th trng, cng ty quy nh mc gi phi nh nhau mi khu vc (quy nh mc gi thng nht ti a im tiu th cui cng). ng thi Cng ty c phn Viglacera H long ch trng xy dng chnh sch duy tr gi c n nh. Cng ty khng t ra mc tiu cnh tranh bng gi m xc nh li th cnh tranh ca Cng ty phi c xy dng da trn vic nng cao cht lng ca sn phm v uy tn ca thng hiu.Hin nay,gi bn sn phm ca Cng ty c phn Viglacera H long lun ngang bng hoc cao hn cc sn phm ca i th cnh tranh. Tuy nhin, khi cc i th c nhng ng thi cnh tranh gi bt thng trn th trng th Cng ty cng a ra cc chnh sch linh ng nhm h tr cc nh phn phi, bo v th phn ca mnh. c. Chnh sch pht trin: Cn c k hoch kinh doanh, k hoch doanh thu bn hng, Cng ty hoch nh ngn sch qung co marketing, xy dng thng hiu ph hp theo tng nm, c iu chnh trong nm da trn tnh hnh v mc cnh tranh trn th trng. Cng ty thc hin ng k bo h s hu tr tu i vi nhn hiu v cc sn phm truyn thng m bo tnh php l v quyn li ca Cng ty, ng thi ng k bao vy cc nhn hiu hng ho v a ch tn min c nguy c gy nhm ln. Hnh thc qung b sn phm qua hi ch c cng ty u chung hn cc hnh thc khc bi chi ph cho n kh r (khong 10 triu mt cuc trin lm) m li c hiu qu cao trong vic tiu th cng nh gii thiu sn phm. Cng ty c phn Viglacera H long cn t chc cc cuc hi tho khch hng bit c cc kin ngh ca h i vi sn

phm ca cng ty. Khong 5 nm t chc hi ngh khch hng mt ln. Hi ngh khch hng thng c t chc vo u nm m lch. Cng ty c phn Viglacera H long v ang thc hin truyn thng thng hiu cng nh truyn thng bn hng rt tch cc qua mt s hot ng sau: Ti tr chng trnh Game show Hy chn gi ng VTV3, ng thi trong chng trnh cng thc y cng tc bn hng bng vic gii thiu cc sn phm ca Cng ty c phn Viglacera H long (nh gch trang tr, gch p lt,) trong ni dung game show v pht sng qung co cc sn phm ny.Qung co trn bo ch hay bin tm ln ngoi tri, trn phng tin vn ti, h thng bin hiu, bin qung co. S dng cc n phm, xy dng website v ng k cc tn min bao vy.Ti tr cho cc s kin ln.Tham gia cc chng trnh hi ch, trin lm uy tn trong nc v quc t u n hng nm cng vi cc hot ng t thin, ng h cc qu x hi nhm nng cao thng hiu ti cng ng. nh gi: im mnh th hin r vic Cng ty c phn Viglacera H long chim lnh c lng th trng, th phn kh ln cho sn phm ca mnh thng qua hot ng marketing hiu qu. Khng nhng vy, cht lng sn phm ngy cng c nng cao to nn uy tn cho cng ty v ng thi nhng chnh sch pht trin ng n, c hiu qu c cng nhn trong qu trnh thc hin cng lm nn th mnh cho Cng ty c phn Viglacera H long. im yu bc l chnh sch gi ca cng ty khi gi sn phm lun cao hn hoc bng i th. Bi mt b phn khng nh ngi tiu dng khi chn sn phm vn c xu hng chn sn phm c gi thp hn. Tuy nhin bng cch ngy cng nng cao cht lng sn phm ng thi c nhng chnh sch linh ng h tr nh phn phi, Cng ty c phn Viglacera H long khc phc c phn no nhng im yu v bo v th phn ca mnh.

3.3 phn tch ngun nhn lc ch tiu s dng: chnh sch pht trin nhn lc, h thng to ng lc cho nhn vin, mi quan h gia cng on v nh lnh o cng ty Chnh sch pht trin nhn lc: Cng ty c phn Viglacera H long lm tt c ngi lao ng trong cng ty u cm nhn c gi tr ca mnh, pht huy nhng tng, da vo cam kt v s chm ch lm vic ca ngi lao ng. Cng ty c phn Viglacera H long i x vi ngi lao ng trn c s tn trng nhn phm, u t pht trin v cung cp mt mi trng lm vic an ton v lnh mnh. Cng ty c phn Viglacera H long to ng lc v duy tr ng lc cho nhn vin bng cch: Bo m iu kin lm vic an ton lnh mnh tt c cc hot ng. Ngi lao ng c m bo quyn li theo quy nh ca B Lut Lao ng, Lut Bo him X hi, Lut Bo him Y t v cc quy nh khc lin quan. Tr lng xng nh, thng cng da trn hiu qu cng vic. Khuyn khch ngi lao ng thng qua cc chng trnh pht hnh c phiu u i (ESOP).To ra mt mi trng hp tc, hiu qu, v sng to. Ngoi ra cng ty cng thc hin tt mi quan h gia cng on v nh lnh o: i thoi tch cc vi nhn vin v i din ngi lao ng.Thnh lp v h tr hot ng ca t chc Cng on trong cng ty (t chc mt s s kin gn kt nhn vin nh du lch, giao lu vn ngh ti Ca L nm 2008) 3.4 Phn tch sn xut kinh doanh Ch tiu s dng: ngun cung cp, cht lng sn phm dch v, lp k hoch Ngun cung cp: Tnh hnh cung cp vt t ca cc ngun cung cp nc ngoi cho Cng ty c phn Viglacera H long hin nay rt thun li. Nguyn liu chnh ca Cng ty c phn Viglacera H long l lng t st p ca huyn ng triu.

Cht lng sn phm dch v: Cng ty c phn Viglacera H long ang p dng h thng qun l cht lng ISO 9001:2000 nhm m bo nhng sn phm c sn xut ra u t tiu chun k thut gim thiu sn phm b li. Cht lng sn phm ca Cng ty trong nm 2009 l gim t l li xut xng xung cn 0,3% i vi mt hng chnh l gch p lt v mc tiu ca Cng ty l gim 30% li hin hnh cho k hoch ca cc nm k tip. thc hin thnh cng k hoch ny Cng ty nghin cu v ban hnh quy trnh kim tra cht lng sn phm nghim ngt t khu nguyn vt liu u vo cho n khu ng gi v vn chuyn sn phm. Nh cht lng sn phm ca Cng ty c phn Viglacera H long ngy cng tng v c ng o ngi tiu dng n nhn. Lp k hoch: Cng ty c phn Viglacera H long thc hin tt chin lc xy dng quan h lu di vi mt s ngun cung cp chnh, c nng lc cung ng tt vi gi c cnh tranh, n nay Cng ty c phn Viglacera H long c c cc ngun cung cp trong v ngoi nc tng i n nh,y mnh xut nhp khu. nh gi: im mnh ca Cng ty c phn Viglacera H long l p dng c cc cng ngh tin tin, huy ng c ngun nguyn liu tt sn xut c nhng sn phm t tiu chun cao. ng thi khu lp k hoch cng th hin c im mnh ca t chc khi duy tr c ngun cung ng u n, nh t cc i tc nc ngoi. Tuy nhin mt im yu cn bc l trong t chc l vic cng ty Cng ty c phn Viglacera H long cha tm c ngun cung tim nng v nguyn vt liu trong nc cho cng ty mnh. Nu lm c iu ny th cng ty c th gim bt chi ph u vo v t h gi thnh sn phm ca cng ty mnh. 3.5 Hot ng xut khu Cng ty c phn Viglacera H long a sn phm ca mnh n nhiu nc trn th gii,trong c 22 nc chu ,10

Chu u, 3 nc chu m.
3.6

M HNH C CU T CHC CNG TY C PHN

VIGLACERA H LONG - NH MY GCH TIU GIAO - NH MY GCH HONH B - NH MY GCH COTTO GING Y - X NGHIP KINH DOANH - X NGHIP DCH V I SNG

3.7 Nm 2011 Cng ty C phn Vigalacera H Long hon thnh xut sc nhim v k hoch nm vi doanh thu trn 1.350 t ng, li nhun 70 t ng, vt k hoch ra 20%, thu nhp bnh qun ngi lao ng 5 triu ng/ ngi/ thng, ng gp cho ngn sch nh nc 50 t ng. Vi nhng thnh tch t c trong thi gian qua, Cng ty vinh d c n nhn Hun chng Lao ng hng Nht do Ch tch nc trao tng. Nhn dp ny Cng ty cng trao thng cho 11 i l, khch hng tiu biu sut sc nm 2011.