TRNG I HC KINH T - LUT

KHOA QUN TR KINH DOANH

---

CHUYN THC TP TT NGHIP

HOCH NH CHIN LC PHT TRIN

CNG TY T&M FORWARDING

NGNH: QUN TR KINH DOANH

GVHD: TS. PHM TH TRI

SVTH: NGUYN XUN HONG
MSSV: K084071181

TP. H Ch Minh, 03/2012

LI CM N

Li u tin, ti xin chn thnh cm n qu cng ty T&M Forwarding

to iu kin cho ti c thc tp v thc hin chuyn trong thi gian qua.
c bit l cc anh ch trong cc phng ban ca cng ty tn tnh hng dn
cng vic, gip ti hiu r quy trnh lm vic cng nh h tr ti liu cho ti
thc hin chuyn ny.
ng thi ti xin c t lng tri n su sc vi cc thy c ging dy
ti trong sut thi gian hc ti i hc Kinh t- Lut ti c c kin thc
qu bu nh ngy hm nay.
V cui cng l li cm n n s tn tnh gip ca TS. Phm Th Triging vin hng dn ti hon thnh chuyn thc tp ny.

Nguyn Xun Hong

NHN XT CA N V THC TP

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NHN XT, NH GI CA GIO VIN HNG DN

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MC LC
Trang
Danh mc cc hnh, biu v bn............................................................iii
Phn m u.................................................................................................01
1. L do chn ti bo co...........................................................................01
2. Mc tiu nghin cu...................................................................................02
3. i tng v phm vi nghin cu...............................................................02
4. Phng php nghin cu.............................................................................02

5. Cu trc ti.............................................................................................03
Phn ni dung...............................................................................................04
Chng 1: Phn tch thc trng hot ng ti cng ty T&M Forwarding .....04
1.1. Gii thiu cng ty T&M Forwarding......................................................04
1.1.1. Thng tin v Cng ty............................................................................04
1.1.2. Lch s hnh thnh v pht trin..........................................................05
1.1.3. S t chc b my cng ty.............................................................06
1.2. Phn tch mi trng hot ng kinh doanh ti
cng ty T&M Forwarding ..............................................................................07
1.2.1. Mi trng v m................................................................................07
1.2.1.1. Mi trng kinh t...........................................................................07
1.2.1.2. Mi trng chnh tr, chnh sch php lut......................................09
1.2.1.3. Mi trng Vn ha X hi..........................................................09
1.2.1.4. Mi trng cng ngh......................................................................09
1.2.1.5. Mi trng quc t...........................................................................10
1.2.2. Mi trng cnh tranh.........................................................................10
1.2.2.1. i th cnh tranh............................................................................11
1.2.2.1.1. Xc nh i th cnh tranh..........................................................11
1.2.2.1.2. Phn tch i th cnh tranh..........................................................11
1.2.2.1.3. Ma trn hnh nh cnh tranh CPM (Quantitative Strategic
Planning Matrix).............................................................................................12
1.2.2.2. i th tim n.................................................................................13
1.2.2.3. Khch hng.......................................................................................13
1.2.2.4. Sn phm thay th............................................................................14
1.2.2.5. Nh cung ng...................................................................................14
1.2.3. Ma trn cc yu t bn ngoi (EFE - External Factor Evaluation
Matrix) ...........................................................................................................15
1.3. Phn tch mi trng bn trong cng ty T&M Forwarding...................16
1.3.1. Vn ha doanh nghip.........................................................................16
1.3.2. Hot ng Marketing..........................................................................16

1.3.3. Qun l ngun nhn lc.......................................................................16

1.3.4. Ti chnh k ton.................................................................................18
1.3.5. H thng thng tin qun l..................................................................18
1.3.6. T chc qun tr v iu hnh.............................................................19
1.3.7. Ma trn cc yu t bn trong (IFE - Internal Factor Evaluation Matrix)
..................................................................................................................19
Chng 2. Hoch nh chin lc kinh doanh v kin ngh pht trin
T&M Forwarding............................................................................................ 21
2.1. Cc cn c hoch nh chin lc..................................................... 21
2.1.1. Cc cn c chung ...............................................................................21
2.1.2. Trin vng ngnh.................................................................................21
2.1.3. D bo nhu cu...................................................................................22
2.1.4. Tm nhn, s mnh, gi tr ct li ca cng ty ...................................23
2.1.5. Mc tiu chin lc ca cng ty ........................................................23
2.2. ra cc chin lc kinh doanh cho cng ty T&M Forwarding...........23
2.2.1. Ma trn SWOT (Strengths, Weaknesses, Opportunities, Threats)......23
2.2.2. Ma trn cc yu t bn trong, bn ngoi

(IE

- Internal, External Matrix) ............................................................................24

2.2.3. Kt qu cc phng n chin lc......................................................25
2.3. La chn chin lc bng ma trn QSPM (The Quantitative Strategic
Planning Matrix).............................................................................................26
2.4. Mt s gii php kin ngh nhm pht trin cng ty T&M Forwarding .
28
2.4.1. Gii php xy dng vn ha doanh nghip..........................................28
2.4.2. Gii php Marketing............................................................................29
2.4.3. Gii php ti chnh..............................................................................29
2.4.4. Gii php nhn s................................................................................29
2.4.5. Gii php pht trin kinh doanh..........................................................30
2.4.6. Gii php qun l................................................................................30
Phn kt lun................................................................................................32

1. Kt lun.....................................................................................................32
2. Kin ngh ..................................................................................................32
Ti liu tham kho...........................................................................................33
DANH MC CC HNH
Hnh 1.1: S b my t chc cng ty T&M Forwarding...........................04
Hnh 1.2: M hnh 5 p lc cnh tranh ca Michael Porter............................07
Hnh 2.1: Ma trn cc yu t bn trong, bn ngoi ca cng ty T&M
Forwarding 25
DANH MC CC BIU
Biu 1.1: Ch s GDP v lm pht 2005-2010...........................................08
Biu 1.2: Tnh hnh xut nhp nhu Vit Nam 2005-2009 ..08
DANH MC CC BNG
Bng 1.1: Ma trn hnh nh cnh trnh ca cng ty T&M Forwarding..........12
Bng 1.2: Ma trn cc yu t bn ngoi EFE cng ty T&M Forwarding..15
Bng 1.3: Tnh hnh nhn lc ti cng ty T&M Forwarding 17
Bng 1.4: Mt s ch tiu ti chnh c bn ca cng ty T&M Forwarding18
Bng 1.5: Ma trn cc yu t bn trong IFE ca cng ty T&M Forwarding
.19
Bng 2.1: Ma trn SWOT ca cng ty T&M Forwarding .............................24
Bng 2.2: Ma trn QSPM nhm SO ...26
Bng 2.3: Ma trn QSPM nhm ST .......27
PHN M U
1. L do chn ti nghin cu
Nm 2004, Vit Nam gia nhp WTO to ra nhiu thun li cho vic
pht trin ngoi thng v m rng th trng ra nc ngoi. Xut nhp khu
trong nc c y mnh, kim ngch xut khu ngy cng tng nhanh, chnh
v th cc ngnh lin quan n xut nhp khu v dch v km theo khng
ngng pht trin. in hnh trong l lnh vc Forwarding. Nm bt c xu
hng pht trin cng nh vn ng ca th trung s i i vi s pht trin

ca cng ty, mt chin lc hiu qu s mang li c hi pht trin cho cng ty

trong nhng nm quan trng trc thi k hi nhp hon ton sp ti.
Cng ty T&M Forwarding l mt trong nhng cng ty tin phong trong
lnh vc Forwarding vi hn 15 nm pht trin khng ngng v gt hi
c nhiu thnh cng vt qua v ng vng trc nhiu thng trm ca nn
kinh t. C c hi c thc tp ti cng ty gip ti c iu kin o su
nghin cu v tm hiu v lnh vc hot ng ang trn pht trin ny.
Mc d c nhng thnh tu nht nh nhng thnh cng hm nay
khng c ngha l s thnh cng ngy mai. Trong tnh hnh cc cng ty
Forwarding quc t ang ngy cng m rng cc hot ng xm chim th
trng dch v vn ti xut nhp khu Vit Nam cng vi vic cc cng ty
Forwarding ni a khc cng ang khng ngng gia tng cc hot ng cnh
tranh nhm ginh ly th phn th vn xy dng chin lc c xem l mt
iu ct yu m cng ty T&M cn phi quan tm hng u. V l do , ti
chn ti Hoch nh chin lc v kin ngh pht trin cng ty T&M
Forwarding nghin cu v vit bo co thc tp. Hy vng bo co s c th
a ra nhng gi v mt chin lc cho cng ty trong nhng nm sp ti.
2. Mc tiu nghin cu
H thng ha c s l lun v chin lc v xy dng chin lc
cnh tranh cho mt cng ty.
nh gi cc yu t hnh thnh chin lc cnh tranh ca cng ty
T&M Forwarding trong giai on hin nay.
Xc nh cc im mnh, im yu ca cng ty T&M
Forwarding t lm nn tng xy dng chin lc cnh
tranh cho cng ty T&M Forwarding nhm tn dng cc c hi v
n trnh cc e da t p lc cnh tranh.

 ra mt s gii php thc hin chin lc cnh tranh ca

cng ty T&M Forwarding t nng cao v th cnh tranh ca
cng ty T&M Forwarding trn th trng.

3. i tng v phm vi nghin cu

Thc trng xy dng v thc hin chin lc, cc s liu v kt qu
kinh doanh trong 3 nm 2009 2011 ca cng ty T&M Forwarding v cc
cng ty khc c cng mc tiu, th trng chin lc.
V gii hn ti nn nghin cu ch dng li hoch nh chin lc
v cc kin ngh nhm pht trin cng ty T&M Forwarding.
4. Phng php nghin cu
Thu thp s liu th cp v ngn hng qua cc website, bo ch Sau
, s dng phng php duy vt bin chng, duy vt lch s phn tch kt
qu hot ng kinh doanh ca cng ty 3 nm t 2009 2011, so snh nhng
kt qu t c qua cc nm, so vi ch tiu k hoch t ra, so vi mt s
cng ty khc t rt ra nhng u, khuyt im, nhng iu t c v cha
t c. Trn c s phn tch kt hp vi vic kho st, phng vn trc
tip, cng s rt ra nhng im mnh, im yu ca cng ty v i th cnh
tranh, kt hp vi nhng gi nh tng lai v mi trng kinh doanh trong
nhng nm ti xy dng chin lc cho cng ty.
5. Cu trc ti
ti s gm 3 phn :
Phn m u
Phn ni dung bao gm : chng 1 Phn tch thc trng hot ng kinh
doanh ti cng ty T&M Forwarding v chng 2 Hoch nh chin
lc v kin ngh pht trin cng ty T&M Forwarding

 Phn kt lun

PHN NI DUNG
CHNG 1.

PHN TCH THC TRNG HOT NG KINH

DOANH TI CNG TY T&M FORWARDING.

1.1. GII THIU V CNG TY T&M FORWARDING
1.1.1. Thng tin v Cng ty
Cng ty TNHH Giao nhn Bin ng, vi tn giao dch quc t - T&M
Forwarding Ltd, hot ng trong lnh vc cung cp cc dch v vn chuyn v
giao nhn hng ho trong nc v quc t.

c thnh lp vo na u nm 1996, vi b dy hn 15 nm kinh

nghim, cng ty khng nh c v tr ca mnh trn th trng nh l mt
nh vn chuyn v giao nhn chuyn nghip, nhn c s tn nhim cao ca
khch hng, c vn phng t ti Tp. H Ch Minh v cc chi nhnh ti H
Ni, Hi phng, Nng v c nh gi l pht trin nhanh v kh thnh
cng.
Vi i ng nhn vin lnh ngh, c o to c bn v c h thng,
c tinh thn trch nhim cao, lun c khuyn khch ph hp bi h thng
qun tr tin b ca cng ty, cng vi mng li ton cu, T&M Forwarding
Ltd p ng mi yu cu vn chuyn ca khch hng, bao gm:
Vn chuyn v giao nhn ng hng khng, ng bin.
Vn chuyn hng l, hng chung ch (NVOCC).
Khai thu hi quan.
Vn chuyn hng cng trnh.
Xp d, lu kho, bo qun v ng gi hng ho.
Khng ch tp trung trong phm vi giao nhn v vn chuyn hng ha
xut khu, khng hn ch loi hnh dch v ch thun ty t cng n cng,
cng ty cn quan tm khai thc v y mnh dch v hng nhp khu, cung cp
cc dch v door to door (nhn hng ti ni ngi gi v giao hng tn ni
ngi nhn) khng ph thuc vo a l chu u, chu M, Trung cn ng,
chu Phi, chu , chu i dng.
T&M Forwarding Ltd l thnh vin ca t chc lin minh hng ha th
gii World Cargo Alliance (WCA) v l i din duy nht ca Atlas Line
International mt thng hiu c uy tn c bit n trong lnh vc vn
chuyn hng l ton cu ti Vit Nam. Cng ty c quan h quc t vi hn 500
cng ty ti hn 100 nc v mng li ny ngy cng c hon thin v pht
trin khng ngng.
1.1.2. Lch s hnh thnh v pht trin
Nm 1996, Cty TNHH Giao Nhn Bin ng, cng ty t nhn u tin
trong ngnh giao nhn v vn ti quc t c thnh lp vi tn giao dch

T&M Forwarding Ltd.. Mc d non tr, T&M cng sm khng nh mnh

vi nhng con ngi nng ng, sng to y nhit huyt v t tin thc hin
dch v vn ti trc tip v ng hng chung ch.
Trong nhng nm ca thp k 90, Vit Nam, phn mm k ton cn
rt mi m i vi cc doanh nghip va v nh. Th nhng, sau hai nm
thnh lp, T&M s dng phn mm k ton gim bt cng vic cho nhn
vin cng nh thi gian ch i ca khch hng n giao dch, lm gia tng s
hi lng ca khch hng i vi dch v ca T&M.
Nm 1999, T&M Forwarding l thnh vin Vit Nam u tin ca t
chc lin minh hng ha th gii World Cargo Allience (WCA) v l i
din Vit Nam duy nht ca Atlas Line International mt thng hiu c uy
tn c bit n trong lnh vc vn chuyn hng l ton cu ti Vit Nam.
Nhm m bo c cht lng dch v ph hp tiu chun quc t,
cng ty tin phong trong vic p dng h thng cht lng ISO 9002. Nm
2000, T&M l mt trong nhng forwarders u tin c SGS cp chng nhn
ISO 9002. H thng cht lng lun c m bo thc hin sut cc b phn
trong cng ty n nay.
Nm 2004, cng ty khng ngi u t gn trm triu ng hng thng
s dng phn mm qun tr ediEnterprise (EDI) do CargoWise Ltd.
(Autralia) cung cp. y l phn mm chuyn dng cho hot ng forwarding,
n c thit lp, kt ni d liu xuyn sut cc b phn kinh doanh
operation - chng t - k ton v c cc chi nhnh. T&M l Forwarder Vit
Nam u tin s phn mm ny vi mong mun p dng cng ngh k thut
ci tin, nng cao cht lng dch v ngang tm vi cc nc pht trin m i
hi tt c nhn vin phi hc hi khng ngng. Trong thi gian u mi a
phn mm EDI vo hot ng, chng ti phi vt ln hng ngy hc v
hiu n. khng t ngi phi s khi nghe n EDI. Nhng n nay, mi
thnh vin cng ty s dng thnh tho v thy c nhng tin ch t phn
mm ny.

Sau hn 15 nm pht trin th gi y cng ty khng nh c v tr

cng nh thng hiu ca mnh trn th trng nh l mt nh vn chuyn v
giao nhn chuyn nghip, nhn c s tn nhim cao ca khch hng, c vn
phng t ti Tp. H Ch Minh v cc chi nhnh ti H Ni, Hi phng,
Nng v c nh gi l pht trin nhanh v kh thnh cng.
1.1.3. S t chc b my cng ty
Qua nhiu ln thay i c cu t chc nhm ph hp vi qu trnh pht
trin v m rng hot ng kinh doanh, c cu hin nay ca T&M c thit
k mang tnh nng ng, linh hot v chuyn su hn ph hp vi m hnh
hot ng ca cng ty.
C th ngoi tr ban gim c. C cu cng ty c chia thnh 2 b phn
chnh theo tnh cht hot ng. Bao gm
B phn pht trin bn ngoi : Agency Operation v Airfreight Div
B phn pht trin bn trong:

Import Sales, Import Docs, Export Docs,

Seafreight Operation, Accounts v Admin & HR.

Hnh 1.1: C cu t chc ca cng ty T&M Forwarding

Management
Development
Department
Agency
Operation

Airfreight Div

Route Development Department

Import Sales

Accounts

Import Docs

Admin &
Human Resources

Export Docs
Seafreight operation

1.2.

PHN TCH MI TRNG SN XUT KINH DOANH CA

CNG TY T&M FORWARDING

1.2.1. Mi trng v m
1.2.1.1. Mi trng kinh t
Nm 2010 ny, tuy vt qua giai on kh khn nht ca cuc khng
hong ti chnh nhng trong thi gian sp ti nn kinh t c d on s cn
cha th phc hi li nhanh c, nht l khi Vit Nam ang ngy cng hi
nhp vo nn kinh t th gii, c th chu nh hng t nhng cuc khng
hong ca cc quc gia khc, c bit l tin tc v nguy c v n ca cc nc
ti Chu u nh Hy Lp, B o Nha... ang c du hiu lan rng. c mt
ci nhn tng quan v nn kinh t, chng ta cng xem xt cc ch s chnh trong
nhng nm qua:

Biu 1.1 Ch s GDP, lm pht qua cc nm 2005 - 2010

22.97

25
20
15

Tc tng trng GDP

12.63
8.44

10

8.55

Ch s lm pht

8.23

8.3

6.23

6.88

7.5

6.5

5.32

0
2005

2006

2007

2008

2009

2010 (e)

Qua biu 1 c th thy mc d chu tc ng ca khng hong kinh t

th gii nhng Vit Nam vn duy tr tt tc tng trng cha k nhng nm
2011-2012 nn kinh t Vit Nam c nhng du hiu chuyn bin kh tch cc
khi vn duy tr mc tng trng trn 5% v lm pht ang c xu hng chm
li.
D on trong nhng nm tip theo nn kinh t Vit Nam c th vt qua
c thi k kh khn hin ti v tip tc pht trin trong thi gian sp ti.
Biu 1.2 - Tnh hnh xut nhp khu hng ha, dch v
Vit Nam qua cc nm
2009

56,6

2008

68,8

62,9

2007

80,4

48,4

2006

60,8

39,6

2005

32,23
0

20

Xut khu

44,41

Nhp khu

36,88
40

60

80

100

120

140

160 T USD

Tnh hnh xut nhp khu qua cc nm ca Vit Nam cng c nhng
din bin tch cc khi tng kim ngch xut nhp khu tng u qua cc nm.
Ch ring nm 2009, khi nhng nh hng ca cuc khng hong kinh t th

gii bt u lan rng, s sp ca cc NH ko theo s suy thoi kinh t ca

nhng quc gia ny khin cho thng mi ton cu gim 10% nh hng
n hot ng xut nhp khu ca Vit Nam. Tng kim ngch xut nhp khu
t mc 143,3 t USD nm 2008 gim 17,9 t USD cn 125,4 t USD nm
2009.
Nm 2010-2012 vi cc ngnh xut khu ch lc Vit Nam vn m
bo tc pht trin cng nh t k hoch kim ngch xut khu, khi lng
hng nhp khu cng lin tc tng cho thy ngoi thng ca Vit Nam tuy
vn b nh hng nhng ang i ln theo chiu hng tch cc.
1.2.1.2. Mi trng chnh tr, chnh sch php lut
Tnh hnh chnh tr trong nc Vit Nam trong nhng nm va qua
mang tnh n nh cao. Di s lnh o ca ng v Nh nc cng vi s
quyt tm ca ton dn, t nc Vit Nam ang ngy cng pht trin, tc
tng trng kinh t u qua cc nm.
1.2.1.3. Mi trng Vn ha X hi
Vi hn 86 triu dn, tc tng dn s bnh qun mi nm l 1,2%,
tnh hnh kinh t chnh tr n nh, Vit Nam lun l mt th trng mc tiu
vi nhiu phn khc khch hng y hp dn cho cc DN nc ngoi c bit
l cc DN thuc lnh vc dch v khi doanh s bn l ca ngnh ny lun t
mc trn 20%/nm. Dn tr v nhu cu ca ngi dn ngy cng tng cao cng
vi thu nhp c ci thin ng k lm cho Vit Nam tr thnh mt th trng
thu ht kch thch nhp khu ngy cng pht trin vi a dng cc loi sn
phm n t nhiu quc gia khc nhau.
1.2.1.4. Mi trng cng ngh
Nhng thay i ch yu trong lnh vc cng ngh thng tp trung trn
hai mng chnh l vic pht trin cc phn mm v phn cng. Trong lnh
vc phn cng, vic cc hng my tnh ln nh Intel, Atom cho ra i cc b
vi x l mi vi tc x l nhanh hn hay vic cc hng phn mm ln nh
Microsoft sng to ra nhng phn mm tin ch khin cho cng vic ca chng
ta ngy cng tr nn d dng hn.

Song song vi l s xut hin ngy cng nhiu cc cng ty gia cng
phn mm gp phn p ng cc nhu cu khc nhau i vi vic tn dng li
th cnh tranh t cng ngh ca cc doanh nghip.
1.2.1.5. Mi trng quc t
Kinh t th gii vn ang trong thi k hu khng hong khng nhng th
cn ang cho thy nhng du hiu ca cuc khng hong kp khi lin minh
chu u lm vo cc cuc v n chnh ph v khng tm c ting ni chung
trong bi ton n cng.
Cc quc gia ln ang gp phi nhiu vn v kinh t lin quan n
tht nghip , n cng trong khi cc quc gia mi ni li dn khng nh
ting ni ca mnh trong nn kinh t chung ca th gii.
Xut hin nhng xung t quc gia v li ch c nhn nhng vn trong
tm kim sot. Trong nhng nm tip theo lc quan m ni s khng xut hin
nhng din bin ti t.
1.2.2. Mi trng cnh tranh
Hnh 1.2: M hnh 5 p lc cnh tranh ca Michael Porter

1.2.2.1. i th cnh tranh

1.2.2.1.1. Xc nh i th cnh tranh
Forwarding l mt lnh vc cn tng i mi m Vit Nam nhng
tc pht trin ca ngnh th rt nhanh vi vic trc y vo nhng nm u

2000 th theo thng k ca ngnh c cha ti 200 Forwarder hot ng trong

ngnh th ch sau 10 nm con s ny mc d cha c s liu chnh xc (mt c
trng ca ngnh do c rt nhiu cc cng ty nh l hot ng theo thi v cng
nh tc thnh lp cng nh gii th ca cc cng ty ny rt nhanh) th con
s ny tng gp 15 ln ln khong 3000 Forwarder ln nh hot ng trong
ngnh.
Chnh v th vic xc nh i th cnh tranh l rt kh khn. Ch c th
xc nh c i th cnh tranh chnh thng qua cc thng tin c c t cc
Forwarder c thng hiu.
1.2.2.1.2. Phn tch i th cnh tranh
a phn cc i th cnh tranh chnh- cc cng ty ln- u l nhng
cng ty nm trong h thng vn ti ln trn th gii. H c cho mnh mt li
th l h thng i l ln song song vi l lng khch hng c nh n
nh.
Cc cng ty ny c s h tr v mt cng ngh t pha cc i tc t
nc ngoi cng vi tim lc ti chnh tt gip h d dng to c li th
cnh tranh trc cc cng ty nh v va khc trong ngnh.
Tuy nhin v l ngnh mi nn ni chung nhu cu ca th trng l rt
ln cc cng ty ny cha th p ng c ht nhu cu ca th trng m vn
cn rt nhiu cc l hng cho cc cng ty thuc lp di nhy vo. Cha k
cc cng ty ln ch tp trung vo i tng l cc khch hng ln nn b qun
cc khch hng nh c bit l khch hng c lng hng xut khu t v
khng thng xuyn (y li l i tng khch hng c s lng ln nht).
Cn i vi cc cng ty nh v va th a phn u kim cho mnh th
trng ring v nhm vo nhng i tng ring bit. Cnh tranh gia cc
cng ty ny nu l trc y th rt t nhng cng v su th hot ng cng b
chng cho ln nhau dn n cuc chin tranh ginh khch hng ngy cng
c y ln cao.

S khc bit gia cc cng ty thuc top di l khng ng k ch c chng

l tp trung gi v kh nng p ng cc nhu cu ca khch hng tuy nhin
s khc bit ny do tnh cht cnh tranh trong ngnh nn ngy cng thu hp li.
1.2.2.1.3. Ma trn hnh nh cnh tranh CPM (Quantitative Strategic Planning
Matrix)
Bng 1.1 : Ma trn hnh nh cnh trnh ca cng ty T&M Forwarding
Stt

1
2
3
4
5
6
7
8
9
10

Cc

yu

thnh cng

Mc Cty T&M
Phn S
quan
trng

Tim lc ti

0.2
chnh
Thng hiu
0.15
Trnh qun
0.15
l
Trnh nhn
0.1
s
ng
dng
0.1
cng ngh
Mng
li
0.1
khch hng
Marketing
0.05
Vn ha t
0.05
chc
Cht
lng
0.05
dch v
a dng ha
0.05
sn phm
Tng cng
1

Cty VietShip
Phn S

Cty Berkman
Phn S

loi

im

loi

im

loi

im

0.8

4.5

0.9

0.8

0.6

4.5

0.675

3.5

0.525

3.5

0.525

0.6

0.45

0.3

0.4

0.3

0.4

0.4

0.3

0.3

0.4

0.3

0.15

3.5

0.175

0.15

0.15

0.15

0.15

0.2

3.5

0.175

0.2

0.15

0.2

0.15

3.575

4.075

2.525

1.2.2.2. i th tim n
i th tim n i vi T&M chnh l nhng cng ty chun b gia nhp
th trng tranh ginh th phn vi cng ty. C th phn thnh 2 loi i th.
Th nht, l cc cng ty chun b thnh lp. V y l mt ngnh
kinh doanh mi v ang trn pht trin nn hng nm c rt nhiu cng ty

mi chun b thnh lp chnh v vy cc cng ty mi ny s tr thnh nguy c

ln i vi doanh nghip nu c u t ng mc v c chin lc kinh
doanh tt.
Th hai, l cc cng ty nc ngoi ang nhm vo th trng Vit
Nam. C th ni y l i th tim n nguy him nht bi v y u l cc
cng ty a quc gia c tim lc ti chnh hng hu, c i ng nhn s c
o to bi bn v di do kinh nghim trong lnh vc Forwarding cng nh c
kh nng o su khai thc cc nhu cu mi ca khch hng. Tuy nhin v cn
hn ch bi mt s qui nh ca php lut nn trong nhng nm sp ti c th
cha thy nh hng nhiu ca cc cng ty ny nhng khi Vit Nam ta m ca
hon ton cho cc cng ty nc ngoi th bn thn T&M v cc cng ty trong
nc s gp ri ro rt ln khi xut hin nhng i th cnh tranh mnh.
1.2.2.3. Khch hng
Khch hng ca T&M c th phn lm 2 loi:
Th nht, l khch hng n t cc i l trong cc mng li
Forwarding quc t ca T&M, khch hng n t s gii thiu ca cc i l
khc trong mng li nn lun c mt s n nh tng i v ch l s tip
ni dch v nn rt kh to nn cc gi tr thng d t lng khch hng ny.
Tuy nhin y l lng khch hng chnh chim gn 60% doanh s ca T&M.
Th hai, l cc khch hng ni a do T&M t tm kim cho mnh.
V c hn 15 nm kinh nghim cng nh t c nhng thnh cng nht
nh trong lnh vc Forwarding nn T&M to dng c uy tn thng hiu
th trng Vit Nam. Chnh v vy T&M cng c cho mnh nhng khch
hng trung thnh v khng ngng m rng tm kim thm khch hng mi.
Tuy nhin v s lng cc Forwarder l tng i nhiu v th trng ang
trong giai on cnh tranh cao nn vic tm kim c khch hng mi l rt
kh khn cha k qua thi gian khch hng c nhiu s chn la hn nn
cng rt kh khn trong vic khai thc cc gi tr thng d n t cc dch v
m cng ty cung cp. Hin ti lng khch hng t khai thc ca T&M chim
khong 40% doanh s.

1.2.2.4. Sn phm thay th

V y l lnh vc cung cp dch v vn ti v giao nhn nn sn phm
thay th l vic cc khch hng h t thnh lp cho mnh phng ban m trch
vic ny. Tuy nhin y khng phi l iu ng quan ngi cho lm bi v xu
th ngy nay cc cng ty dn i vo chuyn mn ha su nn cc hot ng
khng nm trong chuyn mn ca h u dn chuyn sang s dng cc ngun
lc bn ngoi. Chnh v th trong nhng nm sp ti v c sau ny vic s dng
dch v ca cc Forwarding vn s l chnh vic xut hin sn phm thay th s
khng l mt tc ng mang tnh ri ro cao i vi bn thn T&M v cc cng
ty khc trong ngnh.
1.2.2.5. Nh cung ng
Nh cung ng ca T&M c th chia lm 2 loi
Th nht, l cc hng tu v hng hng khng y l cc nh cung
cp dch v vn chuyn trong nc v ngoi nc cho T&M. S lng hng
ha lu thng chnh vn l thng qua cc hng tu, hin nay cc hng tu li
nhiu cha k vi kinh nghim 15 nm hot ng T&M thng khng gp
nhiu vn vi hng tu. Cn hin ti i vi dch v vn ti hng khng th
trong nc ch c Tn Sn Nht cung cp dch v vn chuyn nhng v lng
hng i bng hng khng t nn nh hng cng khng ng k.
Th hai, l cc i l nc ngoi trong mng li cc Forwarding
quc t ca T&M, cc i l ny va l ngi cung cp khch hng va l
ngi cung ng v tham gia vo chui hot ng chuyn mn ca cng ty.
T&M c cho mnh nhng i tc lm vic lu nm v cng v hot ng lu
nm nn cc vn gp phi vi i l c chng ch l n t cc i l mi
hoc cc i l nhng khu vc t thc hin giao dch.
1.2.3.

Ma trn cc yu t bn ngoi (EFE - External Factor Evaluation

Matrix)
Bng 1.2: Ma trn cc yu t bn ngoi EFE ca cng ty T&M Forwarding

H
Stt

Cc yu t ch yu bn ngoi

quan
trng

C hi Opportunities
Hot ng ngoi thng pht trin mnh, kim
1
ngch xut- nhp khu tng nhanh
Chnh sch v hnh lang php l cho cc hot
2
ng ngoi thng c ci thin tt
3
S pht trin nhanh ca cng ngh h tr
Lc lng nhn s chuyn nghip ngy cng
4
tng v cht v lng
Hi nhp m rng mang n c hi hp tc mi,
5
th trng mi.
e da Threats
1
Mc cnh tranh ngnh tng cao
Khch hng i hi cao hn v dch v v c
2
nhiu chn la hn
Cc cng ty nc ngoi bt u xm chim th
3
trng Vit Nam
4
Tc ng ca khng hong kinh t th gii
Tng cng

Phn
loi

S im
quan
trng

0.2

0.8

0.15

0.45

0.05

0.2

0.1

3.5

0.35

0.1

0.3

0.2

4.5

0.9

0.1

0.4

0.05

0.15

0.05
1.00

0.1
3.65

1.3. PHN TCH MI TRNG BN TRONG CNG TY T&M

FORWARDING
1.3.1. Vn ha doanh nghip
Vn ha doanh nghip ca cng ty T&M c xy dng t qu trnh pht
trin 15 nm vi bao thng trm v tm kim cho mnh con ng i ring bao
gm 3 gi tr ch o sau:
Th nht, ch trng nhn ti, quan tm n i sng, thu nhp ca nhn

vin, to iu kin tt nht nhn vin c th lm vic v cng hin cho s

pht trin chung ca cng ty.
Th hai, ly 3 ch tm, ti, tn lm u. C Ti ng vng trong
thng trng cnh tranh khc lit, c Tm vi ngh v c Tn vi khch
hng
Th ba, khng ngng ci tin, xy dng nhng chun mc mi khng
ngng pht trin bn vng.
1.3.2. Hot ng Marketing
Hot ng Marketing ca T&M ch yu qua 2 hnh thc.
Th nht, trc tip tip xc vi khch hng qua cc hi ch thng mi,
cc bui ta m, giao lu thng mi , qua trung gian trong mng li h
thng INTTRA.
Th hai, l thng qua website http://www.tmforwarding.com ni cung cp
y cc thng tin m khch hng cn cha k lun c t vn vin hot ng
24/7. Khng ngng cung cp v h tr thng tin cho khch hng.
1.3.3. Qun l ngun nhn lc
Cng ty hot ng mang tnh chuyn mn ha cao nn i ng nhn s
c tinh gin ha v c o to nghip v bi bn p ng tt nhu cu hot
ng cng nh pht trin ca cng ty.
Ngun nhn lc c phn b linh hot ph hp ty tnh hnh hot ng
ca cng ty cc chi nhnh khc nhau ca cng ty.

Bng 1.3: Tnh hnh nhn lc ti cng ty T&M Forwarding

Lao ng
S lng nhn vin
Phn theo gii tnh
N
Nam
Phn theo trnh chuyn mn
Trn i hc
i hc

S lng
82

T trng
100%

36
46

43.90%
56.10%

1
81

1.23%
98.77%

Nhn xt:
V hot ng thu ht ngun nhn lc: cng ty c ch i ng cng
nh mi trng lm vic tt nn thu ht c ngun nhn lc cht lng cao.
Ngoi ra cng ty cn c lin kt vi cc trng i hc tt trong nc thu
ht ngun lao ng tr nh trng i hc Ngoi Thng, Kinh T
V hot ng o to, pht trin: mi nhn vin khi c nhn vo lm
vic u c o to tip nhn tt cng vic mnh m nhn v vn ha
lm vic ca cng ty. Ngoi ra cng ty lun cp nht nhng cng ngh cng
nh nhng ng dng mi nhm ci tin hiu sut cng vic nn lun c nhng
bui hun luyn cng nh tp hun ci tin chuyn mn cho nhn vin.
V s dng hiu qu ngun nhn lc: v tnh cht c th ca ngnh
ngh nn cng ty lun hng ti s hiu qu trong s dng ngun nhn lc tuy
nhin c th thy hin nay cng ty cn yu trong vic t n s hiu qu trong
s dng ngun nhn lc do nhiu yu t ch quan cng nh khch quan. Vd:
s chnh lch nng lc ca nhn vin, tnh cht thi v ca cng vic

1.3.4. Ti chnh k ton

Bng 1.4: Mt s ch tiu ti chnh c bn ca cng ty T&M Forwarding
1. Ch tiu v kh nng thanh ton (ln)

Nm

Nm

Ch s ngnh

2010
217%
217%

2011
206%
206%

2011
70%
75%

- T s thanh khon hin hnh

- T s thanh ton nhanh
2. Ch tiu v c cu vn (%)
- Tng n trn tng ti sn
36.12
37.11
- Tng n trn vn ch s hu
56.18
59.01
3. Ch tiu v kh nng sinh li (%)
- T sut li nhun trn doanh thu
6.72
7.25
- T sut li nhun trn vn ch s hu
40.27
42.16
- T sut li nhun trn tng ti sn
27.80
31.31
- Li nhun hot ng trn doanh thu
6.55
7.06
Ngun: tng hp t bn cn i k ton nm 2010, 2011

30%
30%
6.25%
20%
15%
6%

Nhn xt:
Tnh hnh hot ng ti chnh ca cng ty trong cc nm gn y u rt
tt, dng tin c duy tr n nh tuy. Ta c th thy t s thanh ton hin
hnh v t s thanh ton nhanh u ang cao hn 100% nguyn nhn l v
lng tin mt trong cng ty cn l rt ln p ng nhu cu thanh ton v
ng trc cho cc i l v khch hng.
Ch tiu c cu vn hp l v kh nng sinh li cao do ngnh ang trong
giai on pht trin.
1.3.5. H thng thng tin qun l
Lnh vc cng ngh c xem l mt trong nhng th mnh ca T&M (l
cng ty u tin Vit Nam trong lnh vc Forwarding p dng thnh cng h
thng EDI ). Vic ng dng tt cng ngh a vo sn phm, nng cp h
thng x l, hn ch cc th tc hnh chnh, gim n mc ti a thi gian thc
hin cc giao dch l nhng vic lm cn thit T&M c th mang li nhiu
gi tr cng nh gim thiu ti a cc chi ph trong qu trnh s dng dch v.
Cng ty khng ngng nng cao v ci tin cng ngh h thng thng tin
hin ti xc nh y l mt trong nhng li th cnh tranh ca mnh.
1.3.6. T chc qun tr v iu hnh
Cng ty T&M c mt ban qun tr hot ng hiu qu v c nng lc lnh
o cng nh cng tc iu hnh tt, nng lc c nhn cng nh kinh nghim
hot ng trong ngnh ngh di do. Ban qun tr thnh cng khi xy dng
c mt mi trng lm vic ci m, nng ng to am m lm vic cho
nhn vin. Tuy nhin vic s dng ngun nhn lc trong cng tc t chc th
vn cha t c hiu qu cao nht, cha s dng cng nh khai thc c
ht tim lc ca nhn vin.
Ban lnh o cng ty rt quan tm v c ch i ng tt vi nhn vin
tuy nhin thiu s cng bng trong vic khen thng.
o to nhn vin khng ch nn thin v chuyn mn m cn phi quan
tm n cc k nng mm gip nhn vin pht trin tt hn.
1.3.7. Ma trn cc yu t bn trong (IFE - Internal Factor Evaluation Matrix)

Bng 1.5: Ma trn cc yu t bn trong IFE ca cng ty T&M Forwarding

Mc H
Stt

Cc yu t bn trong ch yu

im mnh Strengths
1
Trnh i ng lnh o
2
Trnh lao ng
3
Cng ngh thng tin
4
Uy tn thng hiu
5
Mng li chi nhnh
im yu Weaknesses
1
Khch hng t kim thp
2
Ti chnh
3
Qun tr ri ro
4
a dng ha dch v
Tng cng

s S im

quan

phn

quan

trng

loi

trng

0.15
0.15
0.1
0.1
0.1

4
3
4.5
4
4

0.6
0.45
0.45
0.4
0.4

0.2
0.1
0.05
0.05
1.00

4
3
2.5
2

0.8
0.3
0.125
0.1
3.625

CHNG 2. HOCH NH CHIN LC KINH DOANH V KIN

NGH NHM PHT TRIN CNG TY T&M FORWARDING
2.1. CC CN C HOCH NH CHIN LC KINH DOANH
2.1.1. Cc cn c chung
- Cn c vo tm nhn, s mng v gi tr ct li ca Cng ty
- Cn c vo thc trng
- Cn c vo v th ca cng ty
- Cn c vo tnh hnh kinh t, chnh tr, vn ha x hi ca t nc
- Cn c nhu cu nh ca x hi.
- Cn c vo chin lc ca i th trc tip trong ngnh.
- Cn c vo tnh hnh hi nhp kinh t quc t ca t nc
2.1.2. Trin vng ngnh
Sau mt thi gian di tng trng bnh qun 10% thm ch giai on
khng hong (2008-2010) vn c th ng vng v duy tr tng trng tt.
Tnh hnh th gii tuy khng my kh quan khi chu u lm vo khng hong
n cng nhng kim ngch xut khu Vit Nam vn n nh khi tm ra thm
nhng th trng mi. Lng cung tu ang trong giai on cao hn cu nn
ha hn gi cc tu bin s gim to tin cho s pht trin dch v
Forwarding.
Giai on 2012-2015 vn s l mt giai on ha hn nhiu thnh cng
v tip tc pht trin ca ngnh Forwarding khi ngnh vn ang trong giai on

pht trin c chng ch l tnh hnh cnh tranh s rt khc lit khi xut hin
thm nhiu i th cnh tranh v s xm nhp ca cc cng ty nc ngoi.
2.1.3. D bo nhu cu
Kinh t th gii tng trng tt hn trong nm 2012 s l iu kin thun
li cho hot ng xut khu, d bo GDP 2012 ca Vit Nam s t 6.5% v
Chnh Ph s c gng duy tr lm pht mc <10%; 3 yu t lc quan tc ng
ln nhu cu vn ti bin Vit Nam l: - hu ht cc mt hng xut khu chnh
ca Vit Nam l hng ha c bn, phc v i sng thit yu nh go, giy
dp, dt may, thy sn mc d khng trnh c suy gim nhng s kh b
gim mnh trong iu kin thu nhp vn b thu hp v nhanh chng tng tr li
khi c tn hiu kh quan; - ng Vit Nam yu cng ang to ra li th cnh
tranh cho hng ha xut khu, c bit l hng ha c t l nguyn liu ngoi
nhp thp; vic gii ngn cc d n u t v nng cao nng lc sn xut s
lm tng nhu cu nhp khu.
Ngoi s hi phc ca kinh t, khu vc mu dch t do Trung Quc
ASEAN v Australia, NewZeland ASEAN chnh thc hot ng trong nm
2010 cng s m ra c hi cho rt nhiu ngnh. Vic u tin cho vay xut khu
c thc hin cng s to ra rt nhiu thun li. D bo gi tr xut khu ca
nc ta nm nay s tng 9% trong nm 2012.
Cng vi vic t mc tiu xut khu nm 2012 mc 100 t USD (tng
9%) so vi nm 2011 th B Cng Thng d kin kim ngch nhp khu nm
2012 khong 100 t USD, tng 9% so vi nm 2011; t trng nhp siu/xut
khu mc 24,3%.
Tiu dng s vn tng d chm cng vn gp phn to thm lc cu mi.
Cng vi , cc d n u t nc ngoi ng k trong nhng nm va qua s
c gii ngn nhiu hn trong nm 2012 do kinh t phc hi, dn n nhu cu
nhp khu my mc, thit b, nguyn vt liu s tng. Cc chng trnh kch
cu sn xut - u t - tiu dng pht huy tc dng s dn n nhu cu nhp
khu nguyn vt liu nh st thp, vt liu xy dng, xng du tng cao. Cc
doanh nghip s tn dng c hi t Chng trnh h tr li sut ca Chnh ph

(trung hn v di hn) mua sm my mc thit b nhp khu t nc ngoi,

ng thi tn dng c hi gi r t th trng th gii. Nng lc sn xut trong
nc c nng cao th nhu cu nhp khu nguyn vt liu phc v u t, xy
dng, sn xut, xut nhp khu cng gia tng.
Tuy nhin, mc tiu n nh nn kinh t c u tin hn tng trng nn
sn xut s cha c s pht trin mnh. V trong bi cnh kinh t - ti chnh
trong nc v quc t vn cn nhiu bt n cn c gii quyt lu di, chng
ti gi mt gc nhn lc quan thn trng v trin vng ngnh vn ti bin trong
nm 2010. Ngnh vn ti bin Vit Nam s hi phc v nhn nhp hn nm
2023, nhng duy tr mc trung bnh c nhiu khi sc.
2.1.4. Tm nhn, s mnh, gi tr ct li ca cng ty
Tm nhn: Tr thnh mt trong nhng cng ty cung cp dch v
Forwarding hng u Vit Nam
S mnh: Chinh phc nim tin khch hng Vit Nam v xy dng thng
hiu T&M tr thnh la chn hng u ca khch hng khi ni ti Forwarding
Gi tr ct li: Vi ngun nhn lc cht lng cao v h thng cng ngh
thng tin T&M lun mang li nhng dch v tt nht cho khch hng.
2.1.5. Mc tiu chin lc ca cng ty
Mc tiu chung: Duy tr v dnh s chm sc tt nht cho khch hng hin
thi, tng bc tm kim v khai thc th trng mi. Nng cao cht lng
dch v v khng ngng ci tin ct gim chi ph.
Mc tiu c th:
-

V thng hiu: xy dng thng hiu T&M thnh thng hiu

hng u trong lnh vc Forwarding.

- V ti chnh: Duy tr n nh cc ch s ti chnh hin hnh, nng cao

gi tr thng d t cc dch v km theo.
- V sn phm: a dng ha dch v v khai thc cc gi vn chuyn
mi p ng nhu cu khch hng.
- V Nhn lc: tinh gin ha ngun nhn lc, nhm ti chiu su v
chuyn nghip.

2.2. RA CC CHIN LC KINH DOANH CHO CNG TY T&M

FORWARDING
2.2.1. Ma trn SWOT (Strengths, Weaknesses, Opportunities, Threats)
Bng 2.1: Ma trn SWOT ca cng ty T&M Forwarding
C hi- Opportunities
1. Ngoi

SWOT MATRIX

thng

e da Threats
pht 1. Cnh tranh ngnh cao

trin

2. Sc p khch hng

2. Cng ngh h tr

3. Cc

3. Ngun nhn lc

ngoi

4. C hi hp tc m

4. khng hong kinh t

cng

ty

nc

5. Chnh sch v php th gii

im mnh Strengths

lut
Chin lc SO

Chin lc ST

1. Trnh ban lnh o

- Thm nhp th trng

- a dng ha sn phm

2. Trnh lao ng

(O1,2 + S1,2)

dch v ( T1,2 + S1,2)

3. Cng ngh thng tin

- Pht trin th trng

- Khc bit ha sn phm

4. Uy tn thng hiu

(O3,4 + S3,4)

dch v (T3,4 + S3,4)

5. Mng li chi nhnh

im yu Weaknesses

Chin lc WO

Chin lc WT

1. Khch hng t kim

- Nng cao tim lc ti - Xy dng vn ha

2. Qun tr ri ro

chnh (O1,2 + W1,2)

doanh nghip mnh (T1,2

3. Ti chnh

- Nng cao qun tr ri ro

+ W1,2)

4. a dng ha sn phm

( O3,4 + W3,4)

- Lin kt, st nhp (T3,4

+ W3,4)

2.2.2.

Ma trn cc yu t bn trong, bn ngoi (IE - Internal, External

Matrix)
Nhn xt: T hnh 2.1 ta c th thy tng s im t c t cc yu tt bn
trong ln bn ngoi nm v tr s I . Cho nn ta cn la chn cc chin lc
xy dng v pht trin.
Hnh 2.1: Ma trn cc yu t bn trong, bn ngoi ca cng ty T&M

2.2.3. Kt qu cc phng n chin lc

Cc chin lc cn nhc ph hp vi kt qu t ma trn IFE :
Th nht, thm nhp v m rng th trng: cng ty nn u t tm

kim thm th trng cng nh thm nhp vo nhng th trng tim

nng mi nh Trung Quc, Chu Phi. Khai thc thm khch hng t
cc lnh vc xut khu chin lc cng nh cc lnh vc xut khu
mi.

 Th hai, a dng ha v khc bit sn phm dch v ca mnh: cc

cng ty mi xut hin nhiu cho nn cng ty cn xy dng cho mnh

chin lc a dng ha dch v bng cch khai thc cc gi vn ti
mi, m rng to s khc bit trong dch v nh v thi gian, cc
gi trn gi (door-to-door), t vn km theo min ph, gii quyt rc
ri pht sinh
2.3.

LA CHN CHIN LC BNG MA TRN QSPM (The

Quantitative Strategic Planning Matrix)

Cn c theo kt qu cc phng n chin lc ph hp vi kt qu ma
trn IFE, ta c th xy dng ma trn QSPM vi 2 nhm yu tt chnh SO v ST
Bng 2.2 Ma trn QSPM nhm SO

Cc yu t quan trng
Cc yu t bn trong
1. Trnh ca i ng
lnh o
2. Trnh lao ng
3. Cng ngh thng tin
4. uy tn thng hiu
T&M
5. Mng li chi nhnh
Cc yu t bn ngoi
1. Ngoi thng pht
trin
2. Chnh sch v php l
h tr
3. Lc lng nhn s
4. C hi hp tc m
5. Khoa hc cng ngh
pht trin nhanh
Tng s

Phn
loi

Cc chin lc c th thay th
Thm nhp th Pht trin th
trng
trng
AS
TAS
AS
TAS

12

3
4

3
3

9
12

3
4

9
16

12

12

16

3,5

14

10,5

3,5

14

14

3,5
3

3
3

10,5
9

4
3

14
9

12

12

113,5

121,5

Nhm chin lc SO gm 2 chin lc chnh l thm nhp th trng v

pht trin th trng. Vi chin lc thm nhp th trng T&M s tin hnh

tn dng cc im mnh ca mnh v i ng nhn lc, uy tn thng hiu, a

dng ha sn phm, mng li chi nhnh tin hnh gia tng cung cp dch
v cho cc khch hng ti th trng hin ti. Cn vi chin lc pht trin th
trng, T&M s tn dng nhng im mnh ca mnh nhm vn tm hot
ng sang nhng th trng mc tiu khc, tim nng hn. Qua ma trn QSPM
nhm SO, ta c kt qu la chn l chin lc pht trin th trng (121.5 >
113.5 ). Chin lc ny mang tnh hp dn hn bi v, xt trn kha cnh th
trng th hin nay, nhng phn khc th trng mi ang xut hin, y tim
nng. Nu nh bit tn dng c hi kinh t pht trin, nhu cu s dng dch v
Forwarding ngy cng cao hnh thnh nhiu phn khc mi ny th T&M s c
th thu c nhiu li nhun hn.
Bng 2.3 Ma trn QSPM nhm ST
Cc yu t quan trng
Cc yu t bn trong
1. Trnh ca i ng lnh o
2. Trnh lao ng
3. Cng ngh thng tin
4. Uy tn thng hiu T&M
5. Mng li chi nhnh
Cc yu t bn ngoi
1. Cnh tranh trong ngnh
2. Sc p khch hng
3. S thm nhp cc cng ty
nc ngoi
4. Khng hong kinh t th
gii
Tng s

Phn
loi

Cc chin lc c th thay th
Pht trin sn Khc
bit
phm
ha
AS
TAS
AS TAS

3
3
4
3
4

4
4
3
4
4

12
12
12
12
16

3
3
4
4
4

9
9
16
12
16

4
3

3
3

12
9

3
3

12
9

12

12

103

107

Ma trn QSPM nhm ST gm 2 chin lc pht trin sn phm v khc

bit ha. Mc tiu ca nhm chin lc ny l s dng nhng im mnh t
ni b vt qua thch thc t bn ngoi. Vi chin lc pht trin dch v,
T&M s tn dng im mnh v mt nhn s, uy tn, nghin cu a dng ha

dch v ca mnh sng to cho ra i nhng sn phm dch v mi nhm

ginh ly th phn. Cn vi chin lc khc bit ha, thc hin vic khc bit
ha v cht lng sn phm dch v, T&M cam kt cung cp cho khch hng
nhng sn phm dch v tt nht vi phong cch phc v hng u m cc
cng ty khc khng c. Qua ma trn QSPM, chin lc mang tnh hp dn hn
l chin lc khc bit ha (s im l 107 so vi s im 103 ca chin lc
pht trin sn phm). iu ny ph hp vi tnh hnh cnh tranh hin nay trn
th trng, ch c khc bit ha th T&M mi thc s ni tri so vi cc cng
ty khc trn th trng.
Nh vy qua 2 bng SO v ST ta c th thy 2 chin lc c tnh hp
dn tng i m T&M nn la chn l pht trin th trng v khc bit ha
sn phm.
2.4.

MT S GII PHP, KIN NGH THC HIN CC CHIN

LC PHT TRIN CNG TY T&M FORWARDING

2.4.1. Gii php xy dng vn ha doanh nghip
Mt nhn thc r rng l vic nng cao cht lng phc v khch
hng khng ch l nhim v ca b phn bn hng m n ph thuc vo s
quyt tm, thi i x ca ton th cn b cng nhn vin i vi khch
hng. Vn ha t chc chnh l gii php cho vn ny. Mt nn vn ha
c nh gi l tt khi n va gn gi c nhng gi tr ct li va thc hin
c s thc y nhng tin b. xy dng c mt nn vn ha nh vy,
T&M cn tin hnh:
Xy dng cc mc tiu ln v tham vng ng thi cam kt t Ban lnh
o n nhn vin l s quyt tm t c n. iu ny s thc y v to
ng lc cho cc nhn vin trong cng ty n lc hn, gn kt hn trong hot
ng hng ngy ca mnh t c mc tiu chung.
Xy dng mt nn vn ha mang tnh nghi thc cao. T&M nn c c ch
thng pht r rng (c th s dng phng php qun tr bng mc tiu MBO
chng hn), ch nn gi li nhng ngi ph hp v loi b nhng ngi

khng ph hp vi t tng ca cng ty. ng thi, nhn vin thm nhun

cc t tng ca cng ty, thc hin cc vic nh treo cc cu khu hiu trn
tng, phng lm vic ca nhn vin. Quan tm hn n vn ng phc,
cch trang tr ni lm vic, sng tc bi ht v cng ty. Thng qua cc bui hc
tp v sinh hot on th, tin hnh giao lu gia cc phng ban, chi nhnh trn
c nc nhm to mi quan h hu ngh gia cc nhn vin v Ban lnh o.
Tin hnh bt cc lnh o t trong ni b cng ty. Khng nhng am
hiu, thm nhun v nhng gi tr m T&M ang theo ui, nhng v lnh o
ny cng s l mt mc tiu phn u cho cc nhn vin hin ti, thc y h
lm vic hiu qu hn.
2.4.2. Gii php Marketing
Hin ti T&M cha c cho mnh mt phng ban chuyn trch mng
Marketing cho nn cc hot ng Marketing ch dng li nhng phng php
n gin nh dng website hoc tip xc trc tip khch hng. iu ny hon
ton ph hp vi tnh cht c th ca ngnh Forwarding. Tuy nhin c th
tn cng vo mng khch hng c nhn thit ngh cng ty nn xy dng cho
mnh mt phng ban chuyn trch c th to dng tt hn thng hiu T&M
ti nhng th trng y tim nng mi.
Song song vi vic cnh tranh v gi cng l ht sc quan trng,
T&M cn c mt chin lc c th ct gim chi ph cung cp dch v ngoi
ra c th to thm u i v gi gi chn nhng khch hng quan trng v
khch hng trung thnh.
Dch v vn v hnh nn c th chng minh cho khch hng thy ta
cn to dng c cc bng chng hu hnh cng nh th hin s nhit tnh
vo to dng s tin tng i vi khch hng qua h thng h tr cng nh t
vn 24/7 p ng nhu cu hot ng ca khch hng.
2.4.3. Gii php ti chnh
Ti chnh l mt im tng i mnh ca T&M thit ngh T&M nn
tip tc duy tr khi T&M hot ng trn ngun vn bn thn khng phi vay
mn ca Ngn hng nn trnh c cc tc ng xu ca lm pht v li

sut. Tuy nhin lng tin mt lu ng cng nh phn ln cc giao dch ca

T&M u dng ngoi t cho nn cn c bin php nm gi tin vi t l hp l
trnh cc ri ro lin quan n t gi.
2.4.4. Gii php nhn s
i vi quan im hin i by gi th r rng nhn s ng vai tr
then cht i vi mt cng ty. V T&M cng khng ngoi l. T&M c li th
trong thu ht nhn ti khi c cho mnh mt ch i ng tt cng vi mt mi
trng lm vic l tng cho nhn vin. Tuy nhin cn quan tm hn n vic
o to cc k nng mm cho nhn vin gip h pht huy c tt nht cc kh
nng tim n ca mnh.
Hin ti T&M nn c nhng bc i c th tinh gin ha b my nhn
s ca mnh tng tnh hiu qu. S dng phng php MBO qun th theo
mc tiu to sc p cho nhn vin lm vic cng nh c c s thng
pht hp l.
To thm mi lin kt vi nhiu trng i hc c th thu ht c
lng sinh vin mi ra trng l mt ngun lao ng tr quan trng.
2.4.5. Gii php pht trin kinh doanh
Mt trong nhng ri ro ca T&M c th gp phi l vic doanh s 60%
ph thuc vo khch hng n t cc i l trong mng li hp tc quc t.
Nu nh c mt i l no chm dt hp tc th r rng s nh hng khng
nh n doanh s ca cng ty. Ngoi ra vic b ng trong vic tm kim khch
hng s kh cho T&M c th pht trin th trng cng nh gia tng gi tr
thng d t cc dch v cng thm.
Cho nn pht trin kinh doanh trong giai on hin nay T&M cn thc
hin hai vic quan trng:
Th nht, tm kim v k kt thm vi nhng i tc nc ngoi
trnh ri ro b mt i tc va tng thm doanh thu.
Th hai, pht trin i ng Sales c th khai thc tt hn khch
hng trong nc, pht trin th trng.
2.4.6. Gii php qun l

 nng cao hot ng iu hnh qun tr, th vi mt cng ty vi qui

m nh T&M ngi qun l nn to iu kin nhn vin c th cng tham
gia vo hot ng nh hng chin lc ca cng ty. iu ny s c li 2
chiu khi va gip ngi qun l c thm tng chin lc va lm cho nhn
vin thc c tm quan trng ca mnh.
Ngoi ra vi tnh cht c th ca ngnh nn nhn vin c t do
lm vic theo thi gian biu ca mnh ch nn qun l theo mc tiu nh
sn c s cam kt gia hai bn.
Ngoi cc khon thng c nh nn b sung thm cc khon thng
t xut kch thch tnh cnh tranh trong mi trng lm vic chung v tnh
sng to ca nhn vin.

PHN KT LUN
1. KT LUN
Hoch nh chin lc l mt cng tc ht sc quan trng trong mi
trng kinh doanh y bin ng v cnh tranh gay gt nh hin nay. Bo co
c thc hin, trc ht l mun vn dng nhng kin thc c hc tp
trong thi gian qua, sau l gp phn a ra nhng nh hng chin lc,
nhng gii php mang tnh kh thi nhm ci thin v th cng nh chin lc
cnh tranh ca T&M.

Do y l mt ti kh rng, gp phi

nhng gii hn v mt thi gian, kin thc, s liu v hn ht l kinh nghim

hoch nh chin lc trong thc t, nhng tri nghim v hot ng kinh
doanh ca mt cng ty nn i khi nhng nhn xt, nh gi vn cn mang tnh
ch quan, nhng gii php vn cha c hon thin, st vi thc tin. Tuy
nhin, qua ti, ti hc c nhiu iu nh vic c mt ci nhn tng
quan v mi trng kinh doanh ca mt lnh vc tng i mi m l
Forwarding, mt ci nhn tng quan v qu trnh hoch nh chin lc, nhng
kh khn trong vic hoch nh chin lc cho mt cng ty tht s.
2. KIN NGH
i vi cng ty T&M nn thc hin ng b hai chin lc ra l
pht trin th trng v khc bit ha sn phm dch v nhm mang li hiu
qu tt nht t c li th trong ngnh. V ty theo din bin th trng v
kinh t th gii m c s iu chnh linh hot ph hp.
i vi b Cng thng lnh vc Forwarding l mt lnh vc mi v c
tim nng pht trin cng nh h tr tt cho ngnh ngoi thng pht trin.
Chnh v vy nn xy dng hnh lang php l c bit l trong cc th tc Hi
quan v cng nh c nhng chnh sch h tr pht trin ngnh.

TI LIU THAM KHO

1. PGS. TS L Th Gii- TS Nguyn Thanh Lim- ThS Trn Hu Hi,
Qun tr chin lc, Nh xut bn thng k 2009
2. PGS. TS Nguyn Th Lin Dip Th.S Phm Vn Nam, Chin lc v
chnh sch kinh doanh, Nh xut bn lao ng x hi, 2006
3. Tn Tht Nguyn Thim, Th trng, chin lc, c cu, Nh xut bn
Thnh ph H Ch Minh, 2003
4. Michael E. Porter, Chin lc cnh tranh, Nh xut bn tr, 2009
5. Michael E. Porter, Li th cnh tranh, Nh xut bn tr, 2008
6. Michael E. Porter, Li th cnh tranh quc gia, Nh xut bn tr, 2009
7. Fredr. David, Khi lun v qun tr chin lc, Nh xut bn thng k,
2006
8. Jim Collins, T tt n v i, Nh xut bn tr, 2007
9. Jim Collins Jerry I. Porras, Xy dng trng tn, Nh xut bn tr,
2007
10. Trang web www.vneconomy.vn
11. Trang web www.tmforwarding.com
12. Trang web ca Tng cc thng k www.gso.gov.vn
13. Mt s sch bo, tp ch v trang web khc